MARKETING 2018
19th Edition
ISBN: 9780357033753
Author: Pride
Publisher: CENGAGE L
expand_more
expand_more
format_list_bulleted
Question
Chapter 1.1, Problem 2VC
Summary Introduction
Case summary:
The two electric engineers Person J and Person K started to make type A in their basement. They launched the Company N making Person K as the marketing director. The first beer was named as Product FT. The sales of craft beers were growing. This successful growth is ultimately because of the company’s corporate culture that is treating the employees and stakeholders with respect. Later after all the struggles and success Company NB launched its 2nd brewery in State NC and paved a way to expand its business all over the world.
Marketing refers to the set of institution, activity, and process of communication, creating, exchanging offerings, and delivering which has the values of clients, customers, society and partners at larger.
To discuss: The steps taken by Person K to create success at Company NB.
Characters in the case:
- Company NB
- Person J and Person K
Expert Solution & Answer
Want to see the full answer?
Check out a sample textbook solution
Students have asked these similar questions
Bonnie Brewer and Stacy Kim were college roommates. While at school, they shared dreams of opening their own business. To prepare themselves, they took business and marketing courses, along with courses in management. When they graduated, they each found jobs in Seattle, near where they’d gone to school.
Several years later, after working at other companies to gain experience, the two women decided to take the plunge together and made a plan to open a small café where they and their customers could indulge their love of good coffee and fine chocolate. They looked at two locations for their café: one near Pike Place Market, which gets a lot of foot traffic from shoppers and businesspeople, and one near the university, where shops and restaurants are patronized by students, faculty, staff, and local residents. They chose the university location because they thought they knew and understood those customers well. The doors to Custom Coffee & Chocolate opened several months later, with…
When chef and entrepreneur Greg Brown decided to open a vegan restaurant his motivation was simple: “I’m a vegan, and it was hard to find places to eat in Baltimore.” What started as just a side hustle catering local events and providing meal preparation services turned into a staple food destination in the city of Baltimore. In January 2011, Greg along with his wife Naijha opened the Land of Kush in Baltimore’s Seton Hill neighborhood. The name of the restaurant is a reference to the ancient Nile Valley civilization: “I wanted to bring a modern awareness to ancient African culture,” says Mr. Brown. The theme of the restaurant’s menu primarily focuses on putting a vegan twist on traditional southern comfort food. The menu features vegetable-based dishes such as yams, kale, and cabbage, along with barbecued “ribs” and vegan “crab-cakes'' which are actually made of soy protein and seitan wheat. The children’s menu features smaller portions of their vegan “mac and cheese” and black…
Ali spent much of his childhood playing and working in his mother and aunts antique shop. His interest, involvement, and love of antiques led him to attend a school of art and design. Upon graduation, Ali decided to start his own antique shop and is in the process of completing his business plan.What are the questions that you would pose to Ali in order to help him select the form of ownership for his antique shop? What suggestion can you make to help Ali improve his business plan.
Knowledge Booster
Similar questions
- Your Uncle Craig and Aunt Carol want more out of life. Craig works as an inspector for the city health department, which involves inspecting restaurants and food service establishments to see whether they are operating according to local laws. Carol worked as an insurance agent for the first 10 years of their marriage and is now a stay-at-home mom. Their home is paid for and their son, your cousin, Charles, is a senior in high school. Neither Craig nor Carol has much experience in owning or operating a small business, yet this is what they want to do when their son graduates from high school. They have been frugal and have saved over $200,000 for this venture. Craig will not be quitting his job for a while. This will leave Carol with the responsibility of running the business. For the scenario above, answer the following questions: Which business structure should they adopt for their new business? Explain your answer and state the costs and benefits of your advice.arrow_forwardBackground Allan and Dorraine have been happily married for just over ten (10) years. They met twelve (12) years ago at a textile factory in Westmoreland, where they both started work after leaving school. The textile factory was the biggest employer in the area. During these years they saved hard and finally bought their dream house-a four- bedroom detached traditional bungalow. The house needed upgrading, so the couple managed to get it at a bargain price. They put down a good deposit and took a mortgage for $9,000,000. They were looking forward to renovating the house over time: The present situation The textile trade was the main industry in the Western region. In the past few years, however, factors such as high prices for cotton and declining orders from Japan and America have led to short-time working and some redundancies within the industry. Last year Allan and Dorraine were both made redundant at the same time. Faced with the prospect of moving away to find work or being…arrow_forwardBackground Allan and Dorraine have been happily married for just over ten (10) years. They met twelve (12) years ago at a textile factory in Westmoreland, where they both started work after leaving school. The textile factory was the biggest employer in the area. During these years they saved hard and finally bought their dream house-a four- bedroom detached traditional bungalow. The house needed upgrading, so the couple managed to get it at a bargain price. They put down a good deposit and took a mortgage for $9,000,000. They were looking forward to renovating the house over time. The present situation The textile trade was the main industry in the Western region. In the past few years, however, factors such as high prices for cotton and declining orders from Japan and America have led to short time working and some redundancies within the industry. Last year Allan and Dorraine were both made redundant at the same time. Faced with the prospect of moving away to find work or being…arrow_forward
- Before entering the University of Professional Studies, Accra (UPSA), John had thought of becoming an entrepreneur. His idea was to become one of the best entrepreneurs in the production of ice-cream. He was therefore ready to know what starting a business entailed. In UPSA, John learnt many topics in ‘Entrepreneurship Development’, including how to design a business plan. In order to improve on his ice-cream business, write the following sections of the business plan for John. i. Ventures Profile ii. Motivation iii. Mission iv. Merchandize v. Marketarrow_forwardCirque du Soleil ("Circus of the Sun" or "Sun Circus") is a Canadian entertainment company and is the largest theatrical producer in the world. Privately owned Cirque du Soleil, started in 1984 by a troupe of stilt-walkers from nearby Baie-Saint-Paul in Quebec, reinvented the circus. Believing people worldwide were ready for something different to make them happy, they abandoned traditional acts such as lion tamers and bearded ladies. Instead, Cirque du Soleil offered dramatic, exquisitely choreographed shows marked by mystery and intrigue. Likewise, unlike traditional circuses, Cirque du Soleil targeted adults rather than children. Today, Cirque du Soleil is now one of Canada’s most important cultural exports, employing 5,000 people at eight permanent shows in Las Vegas and at 12 other troupes that tour the world. In 2017, Cirque du Soleil’s gross revenue was estimated to exceed Canadian $1 billion—it does not reveal its profits. As with any cultural product in a globalizing world,…arrow_forwardGartner (1990) identified 90 attributes that showed up in definitions of entrepreneurs andentrepreneurship provided by entrepreneurs and other experts in the field. State and explainfive (5) of these attributes.arrow_forward
- Khalil quit his job as an investment banker to start Assi Rafts, a canoe and kayak rental business in Bekaa. Khalil was tired of the corporate life and was ready for a change. He bought a land, built his facility, and bought canoes, kayaks, trailers, and vans. He did no market research such as talking to potential customers before investing in the business. In the seven years the business operated, it never reached even half the revenues it needed to be successful. In the end, he closed the business after spending all his and his parents' savings. What function would a business plan play in Khalil's case? * Enhance his creativity Strengthen his research skills Attract lenders and investors he was in desperate need for to launch his business Serve as his road map on the O journey toward building a successful businessarrow_forwardbe given a list of topics they can choose from. Students will be asked to discuss the history of their topic and how it relates to the Canadian business environment, the application of different approaches to business in that area of study, and the professional and legal structures that shape that area of business. Students will be expected to integrate course and other academic readings and to correctly cite and reference in APA format. Topics to choose from: Entrepreneurship vs. working for others The role of ethics in business development Governance boards and their responsibility of reducing the chances of corporate scandals Costs of incorporation The “How to” of franchising Female entrepreneurs Products that meet an unmet need APA Format requirement required Using APA style formatting for this written assignment is required. It is important that you apply all APA Format guidelines to your paper. Please refer to the APA manual and the apastyle.org website to support your…arrow_forwardJohnny and Ash have not yet incorporated their new company. However, each has already invested $50 000 into the business by depositing the money into Johnny’s business account. Johnny is negotiating the purchase of a small factory in his own name, and is purchasing the equipment and materials he will need to start manufacturing Organicola. Ash has also started spending 2 or 3 hours every evening writing a business plan and a marketing plan. (1) Have Johnny and Ash formed a partnership? If so, what are the legal consequences?arrow_forward
- Camp Dorcas Limited is exploring the possibility of entering the oil industry. It has done its due diligent of the industry and is happy with the figures and profit margins. Muna and Mulemba, the largest shareholders at 40% and 30% respectively intend to start the business via quick start business methods. They have settled for a franchise. Discuss with them the main types of franchises clearly stating which one you would recommend to them after explaining the salient features, advantages and disadvantages of each one of them. Thereafter, craft a model business plan for Camp Dorcas Limited to enable Muna, Mulemba and team to have strategic focus in the management of their enterprise.arrow_forwardFlora built her business from two employees to more than 2,000 during her 30 years in business. She was able to endow a scholarship fund to the community college and to leave her children a perpetual income. We call this herGroup of answer choices corporate responsibility. social mission. good citizenship. entrepreneurial legacy.arrow_forwardAnalyse the nature of challenges (on the internal and external perspectives) for an animation company to sustain its business performance in the entertainment industry.arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
Recommended textbooks for you
MarketingMarketingISBN:9780357033791Author:Pride, William MPublisher:South Western Educational Publishing
Management, Loose-Leaf VersionManagementISBN:9781305969308Author:Richard L. DaftPublisher:South-Western College Pub
Marketing
Marketing
ISBN:9780357033791
Author:Pride, William M
Publisher:South Western Educational Publishing
Management, Loose-Leaf Version
Management
ISBN:9781305969308
Author:Richard L. Daft
Publisher:South-Western College Pub