Brand Management Essays (Examples)
Study Document
Branding Study
…
Introduction
Nike is a global sport, clothing and shoe supplier and retailer with over 1000 retail outlets in the US and with global brand recognition. Since its founding in the 1960s, the company has dominated the sporting industry with its apparel, shoes, accessories and sporting products—from golf … with its apparel, shoes, accessories and sporting products—from golf balls to tennis rackets. One reason for its success has been its ability to brand itself as the company that produces the products champions use. Nike is associated with winners like Michael Jordan and Tiger Woods and LeBron … founded by Phil Knight and Bill Bowerman as Blue Ribbon Sports in 1964. The name of the company was changed to Nike it brand itself with a more motivational and inspirational tie-in: the Nike swoosh sign and the phrase “Just Do It” which appeared in the subsequent … itself through advertising (Peters).
Leadership……
References
Works Cited
“About Nike.” Nike, 2000. https://about.nike.com/
Global News. “Nike shoes burn on social media as Colin Kaepernick features in ‘Just Do It’ campaign.” Global News, 2018 https://globalnews.ca/news/4425379/nike-shoes-burn-colin-kaepernick/
Morning Consult. “Nike's Favorability Drops Double Digits Following New ‘Just Do It’ Campaign with Colin Kaepernick.” Morning Consult, 2019. https://morningconsult.com/form/nike-kaepernick-report/
Peters, Jeremy. “The Birth of ‘Just Do It’ and Other Magic Words.” The New York Times, 19 Aug 2009. https://www.nytimes.com/2009/08/20/business/media/20adco.html?_r=3&ref=busine ss
Storey, G. “Nike and the importance of meaningful brand values.” Polpeo, 2019. https://polpeo.com/nike-and-the-importance-of-meaningful-brand-values/
Study Document
Change Management At Nike
… Kaepernick
Executive Summary
Nike’s decision to tap into “woke culture” and turn the out of work former NFL quarter Colin Kaepernick into a brand ambassador has been a controversial one since the sportswear company launched its Colin ad campaign in 2018. Nike needs to change the way …
Literature Review 3
Application of the Theory to the Organization in Question 4
Conclusions 6
Recommendations 7
Bibliography and References 9
Introduction
Change management is about managing people and their reactions to change (Cameron & Green, 2015). However, the need for change is typically related to business … thoughts and feelings.
The problem that Nike faces today is twofold: 1) its use of Colin Kaepernick as an activist frontman for the brand has alienated conservative consumers; 2) its use of offshore labor has caused production nightmares now that COVID-19 has put nations in lockdown mode … the American public (Freberg, Graham,……
References
Bibliography and References
Balaji, S., & Murugaiyan, M. S. (2012). Waterfall vs. V-Model vs. Agile: A comparative study on SDLC. International Journal of Information Technology and Business Management, 2(1), 26-30.
Boehm, B. (2002). Get ready for agile methods, with care. Computer, (1), 64-69.
Boehm, B. (2007). A survey of agile development methodologies. Laurie Williams, 45, 119.
Fernandez, D. J., & Fernandez, J. D. (2008). Agile project management—agilism versus traditional approaches. Journal of Computer Information Systems, 49(2), 10-17.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Cameron, E. and Green, M. (2015), Making Sense of Change Management: A complete Guide to the Models, Tools and Techniques of Organizational Change. Kogan Page: London
Kotter, J. P. (2012). Leading Change. Harvard Business Review Press.
TMZ. (2018). Kaep Deal Adds Up... WE GOT NIKE'S CUSTOMER BREAKDOWN. Retrieved from https://www.tmz.com/2018/09/06/colin-kaepernick-nike-contract-urban-consumers-market-research/
Study Document
Supply Chain Management In Canada
Strategic Supply Chain management: Case Study
I. Executive Summary
Strategic supply chain management consists of strategic, tactical and operational levels, wherein general planning, short-term process decision-making, and day-to-day operations are planned and executed. This case study … outside of Canada, the company has made no inroads of any substantial impact in foreign markets. [3: Krebbler Furniture Case Study, Supply Chain management Association, 12.]
The market for household furniture in Canada is extremely competitive. The founder Michael Krebbler took the company public five years ago … at present are still operating as two separate businesses though they are owned by one owner.[footnoteRef:5] [4: Krebbler Furniture Case Study, Supply Chain management Association, 3.] [5: Krebbler Furniture Case Study, Supply Chain management Association, 8.]
Operating expenses have increased drastically since the sale of Krebbler’s to McCray. Two years prior they 7.23 million CAD compared to … between before and after the merger can……
References
Bibliography
Channick, Robert. “Fallout from China Trade War,” Chicago Tribune, 2019. https://www.chicagotribune.com/business/ct-biz-china-tariffs-illinois-impact-20190510-story.html
Krebbler Furniture Case Study, Supply Chain Management Association. Digital File.
Study Document
Purchasing And Supply Management
Purchasing and Supply management
Introduction
Why is purchasing and supply management so important to a firm’s success? Burt (2010) perhaps puts it best: “Historically, supply management has been considered important because of its impact on costs” (p. 9). In other words, a firm seeking to be competitive and profitable … impact on costs” (p. 9). In other words, a firm seeking to be competitive and profitable must have a good purchasing and supply management process in place—otherwise it risks watching its bottom line whittle away due to costs that it did not try its hardest to reduce. … to costs that it did not try its hardest to reduce. This paper will discuss the importance and value of purchasing and supply management by 1) looking at how the function relates to selecting a qualified supplier, 2) selecting the best strategies for negotiating prices, 3) creating … for detailed requirements, 4)……
References
References
BDC. (2019). 6 ways the purchasing department can improve your business. Retrieved from https://www.bdc.ca/en/articles-tools/operations/purchasing/pages/purchasing-department-objectives.aspx
Benton, W. C. (2013). Supply chain focused manufacturing planning and control. Nelson Education.
Burt, D. N. (2010). Supply Management, 8th Edition. Devry.
Harland, C., Brenchley, R., & Walker, H. (2003). Risk in supply networks. Journal of Purchasing and Supply management, 9(2), 51-62. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.471.2910&rep=rep1&type=pdf
Holmlund, M. & Strandvik, T. (1999) Perception configuration in business relationship, Management Decision, 37(9), 686-696
MacNeil/Lehrer Productions (Producer). (1999). Your computer, your way: Dell and thedirect sales model [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login
Monczka, R. & Handfield, R. (2016). Purchasing and supply chain management. Boston, MA: Cengage.
NC State University. (2003). Negotiating for success. Retrieved from https://scm.ncsu.edu/scm-articles/article/negotiating-for-success
Study Document
Competitive Advantage And Operations Management
Operations management 3
Purchasing
a. The product available for purchase is a pair of Chanel shoes. There are a number of things that I would … I’ll be paying that the shoes will be of exceptional quality. If there were any doubts on that front I would choose another brand to research that I can trust. So I am looking for a design that can take me through a number of different types … created the space in which it operates, giving it a better reputation than competitors like McDonalds or Dunkin Donuts have. This combination of brand power and massive number of locations makes Starbucks a formidable competitor among mainstream quick service restaurants, outperforming all over coffee competitors and taking … areas that have helped to fuel the company’s growth. Starbucks furthermore has a global scope and is listed among the world’s most valuable brand (brand, 2019). Starbucks also……
References
References
Deshmukh, G. & Das, R. (2012) Consumer buying behaviour for high involvement products. Asian Journal of Management. Vol. 3 (3) 153-157.
Halton, C. (2019) Credence good. Investopedia. Retrieved March 26, 2020 from https://www.investopedia.com/terms/c/credence-good.asp
Interbrand (2019) Best global brands. Interbrand Retrieved March 26, 2020 from https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/
QSR (2017) The QSR Top 50. QSR Magazine. Retrieved March 26, 2020 from https://www.qsrmagazine.com/content/qsr-50
QuickMBA (2010) The value chain. QuickMBA.com. Retrieved March 26, 2020 from http://www.quickmba.com/strategy/value-chain/
Zhang, B. (2018) The 10 best airlines to fly in North America. Business Insider. Retrieved March 26, 2020 from https://www.businessinsider.com/best-airlines-in-north-america-for-2018-skytrax-2018-10
Study Document
Lululemon Strategic Management
… on a daily basis because of these products, knowledgeable store personnel, and store ambience (Gamble, Peteraf & Thompson, 2019). This paper discusses strategic management for Lululemon Athletica Inc in relation to its business strategy and practices.
Competitive Forces Confronting Lululemon
Even though Lululemon has remained profitable over … and start-ups, the threat of new entrants in Lululemon’s market is high. The firm also faces a high threat of substitutes from established brand like Nike, Adidas and Reebok. However, the bargaining power of buyers in the market is low because Lululemon’s rivals act independently while the … the intense rivalry in this market. Gamble, Peteraf & Thompson (2019) state that this market is characterized by intense competition, especially from established brand.
Strategic Group Map of this Industry
Based on my strategic group map, the performance sports apparel industry is characterized by numerous growth and … the industry’s customer base. Lululemon……
References
Reference
Gamble, J.E., Peteraf, M.A. & Thompson, A.A. (2019). Essentials of strategic management: The quest for competitive advantage (6th ed.). New York, NY: McGraw-Hill Education.
Study Document
Operations Management And Business Strategy
Operations management
Introduction to the Company
Fiyeli Coffee is an artisan coffee roaster in a mid-sized city. The company operates with a wholesale-only business model, … in availability of high quality beans (Garza & Hoffman, 2019). Inability to resolve this challenge will make it more difficult to maintain the brand’s strong reputation, and could also impact the ability of the company to maintain growth going forward.
Demographics
Coffee is one of the most … general population.
Design of the Supply Chain
Khan and Creazza (2005) make the case that product design is integral to the supply chain management process. Their research suggests that products are typically designed to meet identified market needs, and the supply chain designed around the product. But, … needs, and the supply chain designed around the product. But, they argue, if product design is also taken into account, the supply chain management can be simplified. An……
References
References
Aburto, L. & Weber, R. (2005) Improved supply chain management based on hybrid demand forecasts. Applied Soft Computing. Retrieved June 13, 2019 from https://s3.amazonaws.com/academia.edu.documents/30284637/demand_forecast_in_a_supermarket_using_a_hybrid_intelligent_system.pdf
CT Magazine (2012) Coffee packaging freshness. Coffee Talk Magazine. Retrieved June 13, 2019 from https://coffeetalk.com/ctmagazine/10-2012/3926/
Del Valle, G. (2019) Wholesale coffee is cheaper than it has been in years. That’s not good news. Vox. Retrieved June 13, 2019 from https://www.vox.com/the-goods/2019/4/25/18512680/coffee-futures-price-dropping-brazil-currency
Garza, E. & Hoffman, M. (2019) How climate change is killing coffee. Knowledge @ Wharton. Retrieved June 13, 2019 from https://knowledge.wharton.upenn.edu/article/coffee-climate-change/
Khan, O. & Creazza, A. (2005) The impact of product design on the supply chain. Chartered Institute of Logistics and Transport Retrieved June 13, 2019 from https://www.researchgate.net/publication/265492088_The_Impact_of_Product_Design_on_the_Supply_Chain_The_Impact_of_Product_Design_on_the_Supply_Chain
Manetti, G. & Becatti, L. (2009). Assurance services for sustainability reports: Standards and empirical evidence. Journal of Business Ethics. Vol. 87 (2009) 289-298.
Mersie, A. (2019) Coffee prices seen rising 25% by year end. Reuters Retrieved June 13, 2019 from https://www.reuters.com/article/us-global-coffee-poll/coffee-prices-seen-rising-nearly-25-percent-by-year-end-reuters-poll-idUSKCN1Q11JD
Mordor Intelligence (2017) United States coffee market – growth, trends and forecasts. Mordor Intelligence Retrieved June 13, 2019 from https://www.mordorintelligence.com/industry-reports/united-states-coffee-market
Study Document
Enterprise Risk Management In Wells Fargo During The Pandemic
Enterprise Risk management in Wells Fargo during the Pandemic
Introduction
As Beasley (2020) points out, enterprise risk management (ERM) is especially needed during the COVID 19 pandemic because of the “number of different, but interrelated risks spread all across most organization” … with risk understood at the macro level. This paper will provide 1) a critical analysis, including a comparison and contrast of Enterprise Risk management (ERM) vs. traditional risk management; 2) a discussion of hazard, financial, operational and strategic risks; 3) a SWOT analysis of Wells Fargo; 4) an examination of the relationship … ways in which auditors can incorporate ERM into the company’s audits; 7) a discussion of the role of financial derivatives as both risk management and a speculative tool; and 8) a discussion of the ways three leading companies (one domestic and two international) implement Enterprise Risk management.
Critical Analysis and Comparison of ERM with Traditional……
References
References
Beasley, M. (2020). How to Leverage ERM Principles to Better Respond to COVID-19-Related Risks. ERM Professional Insights.
Derysh, I. (2020). Watchdog questions why Wells Fargo reported giving only one large PPP loan to a Black-owned business. Retrieved from https://www.salon.com/2020/07/22/watchdog-questions-why-wells-fargo-reported-giving-only-one-large-ppp-loan-to-a-black-owned-business/
English, C. (2020). Wells Fargo Forced to Cut Its Dividend After Fed Stress Test. Here’s What Other Banks Did. Retrieved from https://www.barrons.com/articles/wells-fargo-forced-to-cut-its-dividend-after-fed-stress-test-51593467664
Hall, J. (2007). Internal Auditing and ERM: Fitting in and Adding Value. Retrieved from https://global.theiia.org/about/about-the-iia/Public Documents/Sawyer_Award_2007.pdf
Kaplan, R. & Mikes, A. (2012). Managing risks: A new framework. Harvard Business Review, 3.
Lewis, M. (2010). The Big Short. NY: W. W. Norton.
Lundqvist, S. (2014). Abandoning Silos for Integration: Implementing Enterprise Risk Management and Risk Governance. Lund University.
Morgenson, G. (2020). More Wells Fargo customers say the bank decided to pause their mortgage payments without asking. Retrieved from https://www.nbcnews.com/business/personal-finance/more-wells-fargo-customers-say-bank-decided-pause-their-mortgage-n1234610
Study Document
Best Buy Purchasing And Supply Management
Purchasing and Supply management at Best Buy Today
Headquartered in Richfield, Minnesota and founded in 1966, Best Buy Co., Inc. (hereinafter alternatively “the company” or “Best Buy”) … an informed and timely discussion and explanation concerning Best Buy’s new competitive environment and an analysis concerning how Best Buy's purchasing and supply management strategies contribute to their competitive advantage. In addition, an examination and some salient examples concerning Best Buy's impact of building relationships with their … Buy, bestbuy.com, GreatCall, Geek Squad, Best Buy Mobile, Best Buy Direct, Magnolia, Pacific Kitchen and Home, bestbuy.ca, bestbuy.com.mx and the Best Buy Express brand names (Company profile, 2019). In addition, the company also offers range of consumer products and services using mobile apps and a network of … critical juncture in its corporate history going forward and it is equally clear that the company must implement and sustain purchasing and supply management strategies that……
References
References
Chan, R. (2011, June 29). Best Buy. Marketing, 20.
Corporate responsibility and sustainability. (2019). Best Buy Co., Inc. Retrieved from https://corporate.bestbuy.com/sustainability/ .
Best Buy supply chain. (2019). Best Buy Co., Inc. Retrieved from https://www.bestbuy. com/site/help-topics/ca-transparency-act/pcmcat263000050003.c?id=pcmcat 263000050003.
Company profile. (2019). Yahoo! Finance. Retrieved from https://finance.yahoo.com/quote/ BBY/profile?p=BBY.
Mitchell, S. (2009, September-October). The big box swindle: The true cost of the mega-retailers. Multinational Monitor, 27(5), 34-39.
Ong, T. (2018, May 1). Best Buy is closing all 250 of its mobile stores in the U.S. The Verge. Retrieved from https://www.theverge.com/2018/3/1/17066232/best-buy-close-all-mobile-stores-may-us .
Thomas, L. (2019, August 28). Best Buy revs up supply chain ahead of the holiday season. CNBC. Retrieved from https://www.cnbc.com/2019/08/28/best-buy-revs-up-supply-chain-ahead-of-the-holiday-season.html .
Wack, K. (2017, June 29). Credit card issuers face peril from rise in store closures: American Banker, 182(124), 37-39.
Study Document
Using DoorDash To Promote A Restaurant Brand
… the pub switched vendors. By basically changing the burger that helped put the pub on the map, the pub was undercutting its own brand and brand value. The pub should be staying true to course and keeping fans happy by keeping its OPG Burger the same. Change can come ……
References
References
Gallardo-Echenique, E. E., Marqués-Molías, L., Bullen, M., & Strijbos, J. W. (2015). Let’s talk about digital learners in the digital era. International Review of Research in Open and Distributed Learning, 16(3), 156-187.
Gibson, C., & Homan, S. (2004). Urban redevelopment, live music and public space: Cultural performance and the re?making of Marrickville. International Journal of Cultural Policy, 10(1), 67-84.
Lawson, C. (2007). Victorian Young Planners: News and Views-Pot, Parma and Trivia Night. Planning News, 33(6), 12.
Queensland. (2020). Key components of a digital strategy. Retrieved from https://www.business.qld.gov.au/running-business/it/digital-strategy/key-components
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