Burberry Case Study Essay Example | Topics and Well Written Essays - 1750 words

Burberry Case Study - Essay Example Long business experience- Burberry’s was incorporated in 1856 and had been in operation for more than one century before Bravo took over in 1997. This had given the company vast experience in the consumer market for apparels and luxuries. The company was more experienced in business compared to its competitors such as Gucci and Armani which were founded in 1921 and 1975 respectively. Weaknesses Limited products- Burberry’s had very few products in the market. Its main products were umbrellas and outerwear. The company was left struggling to capture a significant market share while its competitors such Gucci and Polo dominated the market. Low levels of innovation- Burberry’s had kept its traditional products for a very long time without getting new ideas to improvements and make them were relevant to the market. The firm lost its market share to competing businesses such as Gucci and Polo because it was unable to introduce new products and stay relevant in the market. On the other hand, Polo and Gucci became household names because of their ability to introduce new products that were relevant in the market. Burberry’s position is sustainable because the company has vast business experience compared to its competitors. ... The company also has been producing quality products and strong brands that have for a long time been associated with safety, luxury and durability. Bravo needs to utilize these competitive advantages and improve on innovation so as to introduce a wide range of products that will enable the company stay relevant and remain competitive. 2. Prepare a positioning map to map Burberry's position vis a vis its competition prior to Bravo's hiring. Next, map Burberry's position vis a vis these same competitors after the marketing mix changes by Bravo took effect. Note: you may want to consider the fashion vs. accessory sides separately. Prior to Bravo’s hiring Quality Quality Gucci Coach Coach Gucci Burberry’s Burberry’s Fashion Accessories After changes on marketing mix Quality Quality Burberry’s Burberry’s Coach Gucci Gucci Coach Fashion Accessories 3. Bravo's team managed to elevate the overall status of Burberry by implementing changes in 3 high-priorit y areas: a. revitalization of the product line b. evolving brand associations c. overall brand stature. Describe in detail how Bravo's team managed to do this. Revitalization of the product line The first step in the revitalization of the product line was a reduction in the number of stock. This was aimed at eliminating products with outdated designs so as to create space for products with a consistent look. The company was able to redesign its traditional products to include a new range of products. The new product line was classified into two categories of continuity and fashion-oriented. Each of the categories consisted of three primary collections of products that included accessories, menswear and womenswear. Evolving brand associations Bravo’s team managed to

Health and Safety Practices Plan (Part Six) Health and Safety Research Paper

Health and Safety Practices Plan (Part Six) Health and Safety Monitoring and Final Summary - Research Paper Example It also delivers digital applications such as iPhones, Mac, Apple TV and a portfolio of clients and specialized software applications and does its marketing and selling through online retail stores, direct line stores and direct sales force globally. The involvement of human labor in all the stages necessitates that the company adopts a well-designed safety and health plan targeting improved working conditions for the employees (Karen, 200). Discussion The organization has adopted in the past professional external auditors as well as internal auditors to analyze the capacity of the company to provide safe and healthy environment to workers. Professionalism has been the basis on which the auditors are evaluated on before they are contracted in order to ensure that they deliver on the expected results in order to have the organization improve through the strategic recommendations that are given. Among other findings by the teams in the past has been the non compliance in wearing protec tive gears while working, insufficient installation of fire detection and management kits within the premises as well as poor structural designs which limit exit paths in such times of emergencies like fire outbreaks. The working environment of the apple Inc exposes the workers to various health hazards, which include increased exposure to harmful gases such as n-hexane commonly used to clean appliances’ screens, which have often led to sicknesses in the past. Other unfortunate features within the working conditions in Apple Inc are violence, stress as well as substance abuse. Nevertheless, it is to be acknowledged that the company has had the burden to improve on the health and safety standards of employees and have organized on safety trainings in the past to raise awareness and empower workers through social responsibility. Besides, team awareness campaigns have been in use in the past to address such issues as drug use, stress as well as violence at workplace. Although th e mitigation strategies adopted in the past have not been fully effective, this paper adopts such forms to be the basis of many of our recommendations. This is because with only some improvements, the strategies would be very effective and efficient in mitigating the concerns. Besides, the design and adoption of favorable emergency response plans are quite commendable efforts because they have the capacity to revolutionize the working of the organization greatly. The safety and response plans that have been discussed above are very basic tools for any organization and thus should be embraced and harnessed (Anonymous, 1996). They are basic tools, which show the ethical compliance of any company as it explains responsiveness to regulations within an organization, prevention mechanisms on injuries and illnesses, emergency plans as well as social responsibility. Besides ethics dictate that companies take up the role of investigating non compliance with such predefined tools by workers a nd the subsequent adoption of appropriate measures in order to ensure that the standards of compliant employees is guaranteed. Ethics are fundamental in management of any business entity as well as such companies as the Apple Inc. Based on the previously discussed safety, illness and response plans, the company has the ethical responsibilities to ensure that regulations and procedures are adhered to. This is not

Elements of a business plan Essay Example | Topics and Well Written Essays - 2500 words

Elements of a business plan - Essay Example Elements of a business plan Starting a business enterprise is a process that requires concerted efforts in order for the initiative to be a success. As such, this report seeks to critically evaluate the reasons why it is important for a new start up business to create a comprehensive business plan. Basically, a business plan is an outline of a business idea which seeks to justify the reason behind starting that particular business. Internally, the business plan helps to shape direction upon which the organisation will operate and externally, it helps in linking with the stakeholders. In order to establish the significance of a comprehensive business plan in a start up business, it is imperative to begin by explaining the meaning of planning which is regarded as the key term in this discussion in order to gain a full understanding of the whole concept. â€Å"Planning includes defining goals, establishing strategy and developing plans to coordinate activities†. In the same vein, Bates et al (2006) concur with this idea when they state that planning which is concerned with generation of ideas is regarded as the starting point of establishing a business as well as managing it. In actual fact, before starting a business, one needs to determine in advance the goals to be achieved as well as to visualise likely result of the objectives for the business enterprise. Therefore, it can be safely said that planning is a process whereby objectives are decided upon and developing the plans to reach them as well as to coordinate other activities. Planning can be said to be very important in a business venture because it gives people in a particular organisation an idea of the direction in which business will be going. 2. Strategic objectives A comprehensive business plan is very important in every business given that it outlines the objectives of that particular business venture. Essentially, every business is in existence because of a purpose. In most cases, the major aim of business is to generate profits through revenue that is generated from its operations (Armstrong & Kotler, 2004). Basically, the objectives of the business venture are clearly stated in its mission statement and are emphasised in the vision of the organisation. The mission of the organisation clearly outlines the purpose of a particular business and this is where objectives are also stated. The vision of any business enterprise is to detail the plans as well as the measures that can be taken in order to achieve the set goals. This may not be possible without a comprehensive bu siness plan which details the measures as well as the steps that can be taken towards attainment of the set goals. 3. Market analysis Planning is very important because it gives the people in the organisation an idea of the direction in which the business is going (Bates, 2006). However, there are likely problems to be encountered during the operations of the business enterprise given that it operates in an environment that is characterised by various factors. As such, a comprehensive business plans details a critical analysis of the environment in which the organisation is operating. In this case, a SWOT analysis is very important since constitutes the comprehensive plan of the

Strategy Essay Example | Topics and Well Written Essays - 500 words - 2

Strategy - Essay Example Selling designer clothes to cater for the rich includes Louis Vuitton, Gucci and many other brands. Tailor clothes for the middle class and second hand clothes for the poor. We can also market the gap by locating our shops at different geographical areas in the global market. By doing this, we will make it easier for the customers to access our products without any difficulties, which will facilitate our selling and, therefore, reduce competition. Due to the improved technology, we can introduce buying of goods online and special delivery. This will motivate the busy, disabled, lazy, so that they purchase goods from our premises since busy people won’t have to neglect their busy schedule to go shopping. The disabled will also have an advantage as they will not struggle going to the market (McDonald, 2008). The lazy will also be lured to our premises, and this will boost our selling and reduce competition, thus, marketing the gap. Gap Company should attract customers from many different social classes so that they can improve their profits. Even though the gap strategy limited how the company was presenting its brand to different social classes. Gab Company should start many peer retailer shops for them to capture the low earning citizens throughout the world. The company should consider having various prices in different branches so that they can attract as many customers as possible. Gap should ensure that they do not sell inferior products at high prices because this will only make people to avoid buying the products. They should not introduce products which are not relevant to the consumers and sell them at a high price (McDonald, 2008). There is also the introduction of new stores that sold goods at high prices, yet the old stores were selling products at a fair price. This made customers from the new geographical areas to avoid purchasing products from the new stores because they were very expensive. It is a high

Evaluation of the Long-term Strategy of Starbucks Company in China Essay

Evaluation of the Long-term Strategy of Starbucks Company in China - Essay Example This essay delivers critical assessment of the plans of Starbucks company to strengthen its China operations with the help of the PESTEL analysis utilization. Globalisation of production and investment in recent years has led to a situation where long-term capital inflows from advanced economies to developing economies is taking place at a rapid pace. No doubt this has contributed immensely to the economic growth and development of these nations. In this process while on the one hand global knowledge is being used locally, at the same time local societies too are moving towards a knowledge society with an increased level of locally produced knowledge. It is still widely believed about the developing world that most of the knowledge and the transition societies are produced outside the region. The later half of the 20th Century saw dramatic growth in industrial production and in the mass consumption in developing nations. The Starbucks company was found in 1971 in Seattle’s Pike Place Market today it has its presence in 36 countries outside United States. It is offering more than 30 blends and single origin coffees, hand-crafted espresso and blended beverages. Company’s mission statement says, â€Å"Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.† Having established itself as the world’ leading brand, the company now wants to strengthen its market in China, a big consumer market, the land of billions and vast opportunities. ... Growth of industrial output in countries like China and India during this period was robust and to some extent the process of catching-up also began in the technological field (Linsu Kim, 1997). The process is thus called "imitation to innovation" approach. Well Starbucks, the coffee can only be enjoyed in the cool company of a friend, while relaxing after a days' work, or while preparing oneself for the day full of assignments. It's not like any other product or service, which we can order on its e-business website. But nonetheless, the company has an attractive presence on the net with http://www.starbucks.com/ which informs the coffee lovers about the varieties and processes available with Starbucks. The website basically has the following sections; Our Coffees: This section tells about the range of Starbucks coffees and company's expertise on the subject. With a details menu of its varieties available in Latin America, Africa, Arabia, Asia and some multi regional blends, the site encourages the visitor to at least have a look at it in any one of its locations. Our Stores: This tab spills the beans about different locations where the patrons of coffee can have a go at it. Starbucks Card: The Company also issues 'Starbucks card' to its customers, which serves as a means of rewarding the loyal customer. This is a co-branded card with Visa and calls on the consumers to earn more and more Starbucks "Duetto Dollars" with every Visa purchase through this card. At Home: Here the site gives us information about how we can enjoy Starbucks at home with little help from our nearby store. For Business: This section calls for business opportunities with other corporate clients and how one can open a Starbucks coffee outlet with the

Importance of Gertrude and Ophelia Essay Example for Free

Importance of Gertrude and Ophelia Essay The love a man has for his mother and the love he has for his girlfriend/fiance/wife are two different kinds of love that always seems to conflict one another. The mother and the female companion usually really like each other or they hate each other. In Shakespeare’s Hamlet, Gertrude and Ophelia has a steady relationship with each other. But Gertrude’s relationship Hamlet starts off as unhappy and ends with death. Throughout the play Hamlet is questioning Gertrude’s love for him and his father which cause their once steady relationship to shaken. For Ophelia and Hamlet, both were so in love, but later in the play shows Ophelia worrying about Hamlet and her love for him slowly diminishing. Gertrude and Ophelia have their own important role in the play with how they affect Hamlet’s decisions all through the play. Hamlet’s mother, Gertrude, begins the play with Hamlet upset with her for marrying his uncle, Claudius. She does not see what is wrong with the marriage and tries to tell Hamlet to get over his father’s death. The Act I clearly show that Gertrude’s and Hamlet’s mother-son relationship will never as it once was. Gertrude still tries to help Hamlet throughout the play by trying to convince Claudius to leave Hamlet alone and that Hamlet feels guilt for what he has done. Hamlet hesitate killing Claudius because he is now Gertrude’s husband and Hamlet may unconsciously feel a connection with Claudius as his stand by father. If Gertrude never married Claudius, then Hamlet would probably have the confidence to kill Claudius when he found out that he was the one that killed his father. All through the play Gertrude protects Hamlet. She unknowingly adds fuel to the flame that is Hamlet’s detestation for the marriage. With Gertrude playing the â€Å"victim† in Claudius’, Hamlet has someone who will remain faithful to him. If Gertrude knew about the plan to kill Hamlet’s father, then Hamlet would never have stayed to revenge his father’s death because the Hamlet does not have enough courage to do so. Ophelia is the daughter of Polonius and her life seems to not be under her control. Her decisions are made by what Polonius or Hamlet tells her to do. Ophelia is sweet and innocent ompared to Gertrude’s incestuous act. Ophelia keeps Hamlet calm since she is the most stable person that he has in his life. But later Ophelia goes wild because Hamlet is also crazy. Most of the characters believe that Ophelia is acting this way because of the death of her father, Polonius, but in actuality it is because Hamlet turned on her. Ophelia’s innocence was taken by Hamlet and it caused her to not listen to the advice from her brother, Laertes. Ophelia received most of Hamlet’s anger that was meant to be directed towards his mother instead. She was there for Hamlet to relieve any built up tension he had. Ophelia denied that Hamlet did not lover her, but when she died Hamlet is seen at her funeral confessing his love for Ophelia to Laertes saying that he did not mean to cause Ophelia’s death. Both Gertrude and Ophelia were the safety nets for Hamlet in the play. Even though Hamlet felt as if he could trust know one the two women in the play were meant to keep Hamlet alive as long as possible. Between Claudius killing Hamlet’s father, and Gertrude and Ophelia not knowing this fact helped push Hamlet’s verdict on what he is going to do. Shakespeare put the Gertrude and Ophelia in the play to maintain the balance of good and evil, purity and sin.

Hazard Identification and Risk Assessment

Hazard Identification and Risk Assessment Oil and gas exploration and production activities have increased tremendously as petroleum has become the backbone of the worlds economy. The industry has expanded significantly throughout the world. As the oil and gas industry enlarges throughout the world, its impacts on lives and environment have been appalling. Numerous spills, fires, toxic emissions, blowouts and personnel injuries have been recorded in recent times in the oil industry. The most recent one is the Macondo disaster with its tragic loss of life, devastating impact on the Gulf Coast and financial loss to the companies involved. Culpable companies have lost billions of dollars due to lawsuits, compensations and oil spill clean-ups. This has led to some oil companies collapsing and others suffering credibility loss in the industry. Concerns about how HSE flaws are killing people, damaging properties, polluting the environment and killing businesses have been raised by stakeholders, workers and the general public. New reforms have been made with regulators making HSE a business case for companies more especially small-to medium- sized companies. Managers of these small to medium companies must have a company policy of achieving environmental and business goals through HSE. Legislation should be made with full compliance by both employers and employees. There should be performance monitoring and continual improvement in these policies. However, the success of whichever process or system in place still hinges on the attitudes and behaviours of people in the company[Health safety Executive, 2011]. This report elaborates on the need to incorporate HSE into business and describes how good HSE management system could be implemented by small- to medium- sized oil businesses. 1.0 Introduction The major aim of employing HSE in business is to take advanced precautions against workplace accidents, environmental impacts as well as financial losses due to accidents and environmental pollutions. A companys attitude towards HSE affects the workforce, surrounding environment and business productivity. The decision to integrate HSE into business is a high level policy direction of a company. Many businesses adopted this tool and have made tremendous gains. It is on this premises that this report seeks to highlight the need for small- to medium- size oil companies to inccorparate HSE into business irrespective of the cost. The report also describes how HSE management systems could be implemented. Small-to medium-sized companies should not see spending money on HSE as expensive add on to companys budget but a profitable investment. These companies should forecast the benefits that could be reaped in future. This analysis will give an opportunity to compare the financial costs involved in the implementation of HSE management systems and benefits reaped after implementation. The method of HSE implementation should be understandable and practical to all the people that are affected by these systems. An important necessity is that, the management systems at all levels must be clearly defined in a written document that is available to all. 2.0 Discussion Small to medium size Oil Companies should integrate HSE into business as bottom-line of business success. Managers must first consider the economic influence that accidents and environmental pollutions have on the business before taking this decision. 2.1 Costs versus Benefit Managers have to analyse how much it will cost the business to introduce HSE management system and the cost of accident or environmental pollution if it occurred. The cost of implementing HSE management systems could be high. Indeed running a good HSE systems come with higher costs. These costs should be seen as investment but not liabilities because the business turns to gain greatly if the objectives of running such systems are achieved. Cost and benefit analysis on the implementation of HSE management systems will always prove that safety is good business [Offshore Contractors Association, 2003] 2.2 Objectives of HSE in Business HSE is incorporated into business with the aim of: A safer working environment Improved morale and motivation amongst workers A healthier working environment Increased performance levels Avoiding civil claims, court fines and litigations Reducing insurance cost Reducing sickness and accidents Reducing impacts to the environment. Improving public image Increasing growth Conforming to standards and regulations in the industry. [OCA, 2003] 2.3 Health, Safety and Environment Management System HSE Management systems ensure that HSE issues are systematically identified, controlled and monitored within the business. 2.4 Policy Proper HSE management require an HSE policy statement, stating the companys commitment to the health and safety of workers as well the environment. Management must demonstrate high commitment to this framework, setting HSE in perspective with business objectives. The policy statement should serve as the foundation for the implementation of the HSE management system. It should be the basis of any HSE decisions and actions. Employers and employees must understand this framework and what is require of them in order to realise the business targets. To make the HSE policy effective, management and employees must be committed to it. The policy statement should outline the obligations and answerability of management and supervisors as well as employees. The policy must be subjected to continual review. HSE program has to be developed to meet the objectives and commitments of the HSE policy. 2.5 Hazards Identification and Risk Assessment To ensure that HSE becomes a business culture, management must develop structures and systems which are intended to control risk based on hazard identification and risk assessment. Anything or practices that have the potential to harm life, health, environment and properties should be identified. Some hazards are easily identifiable because they are common to the industry where as others are not. Managers must involve the employees in the hazards identification because they are the people which are affected directly by these hazards. They should enquire from them which of the machines, equipment, procedures and practices endanger their lives. They should also consult environmental specialists to know which of their actions and operations pose dangers to the environment. Managers should check through workplace accident records to find out which of the companys operations have been causing injuries and fatalities over the years. Identified hazards must be assessed to know the seriousness of each one of them and measures to control these hazards should be decided. Controlling the risks associated with these identified hazards, reduce ill health and accidents at the work place. Managers and employees should continually look for hazards at the workplace because some hazards are only discovered with time such as sicknesses caused by long- term exposure to certain radiations and chemicals. The hazards discovered must be ranked as being High, Medium or Low to know the best action to take in each case. 2.6 Risk Management and Implementation Measures have to be adopted to get rid of hazards or minimize them. For example if risk involves hazardous chemicals, it should be replaced with an alternative chemical less harmful. In other cases, the use of alternative work methods, design improvements, change of process can eliminate the risk. Management should involve employees in the entire process of risk management. They should ask workers of any possible solution before it is implemented. They should check that, the measures taking do not cause any new unforeseen hazards. 2.7 Measuring performance The degree of success of the HSE management systems should be established. Management should evaluate the systems to know if the objectives of implementation is being realised. Performance measuring would help management to collect and analyse information about flaws in the HSE management systems. Injuries and accidents should be investigated thoroughly to know their cause. Measures should be made to prevent such accidents and injuries from occurring again. Management should make sure there is regular check on safety equipment to make sure all these are functioning well. If a flaw is detected in any of the safety equipment, it should be repaired or replaced with a new one. 2.8 Reviewing performance and auditing Auditing gives management the opportunity to collect information on the efficiency, effectiveness and reliability of the HSE management system. Auditing enable management to ensure that companys policy is being carried out and the desired impact is being made. There should be regular auditing to assess the systems to know the level of success chalk with the implementation of the system. Any poor practise uncovered should be dealt with. 3.0 Justification/Benefits of HSE It really makes a good business sense to invest in HSE initiatives because the returns are enormous. HSE initiatives protect business from financial losses linked to safety and environmental problems. Lawsuits or fines emanating from accidents are avoided. Such cost can impose an enormous burden on the business. For example, HSE mismanagement led to the death of 15 workers and 108 people in the march 2005, Texas City refinery blast. The CBSs,2007 investigation report highlighted safety culture, regulatory oversight, process safety metrics and human factor as the main cause of the disaster. The report also states that Cost cutting and failure to invest in the 1990s by Amoco and then BP left the Texas City refinery vulnerable to a catastrophe [National Wildlife Federations report, 2010] Many businesses which suffer major accidents struggle to remain in business and usually end up collapsing or trading their assets off. The Texas Refinery after the blast struggled to come back to operation due to huge financial burden on the company. Eventually, the refinery was sold to Marathon Petroleum Corporation in October 2012. Safety and health of workers yield quality output which translates to higher productivity and profit because lost work time due to sick leaves, absenteeism is significantly reduced. HSE in business increases morale of workers because if workers do not encounter frequent accidents at workplace, it motivates them to give their best output. Contrary, they will adopt a lukewarm attitude towards work if injuries are common in their working environment. Most workers would move to other companies because they feel unsafe. Company may lose competent workers and will impact negatively on productivity. There is also a reputation gain associated with good HSE records leading to business growth. A good reputation invites and retains clients. It makes a company enjoy repeat business from existing clients and also win new contracts ahead of their competitors. 4.0 Conclusion Small to medium sized oil companies in their attempt to grow business to a larger one should make Health, Safety and Environment initiatives, the prime item on their list of initiatives to achieve business goals. They should be concerned with the health and safety of workforce as well as the impacts the business makes on the environment, because the occurrence of a major accident would be detrimental. The financial consequences of an accident coupled with the associated business disruption could force a heavy burden on the company. Some larger companies have suffered this in the past and could not survive. If any smaller company thinks, integrating and managing HSE systems in business is expensive, let them try accidents. Small to medium sized oil companies should know that prevention of accidents and pollutions is not only better but cheaper than cure. WORD COUNT: 1,820 References ALLAN, J.H., 1999. Health and Safety at Work. Fifth edition. Leicestershire: IOSH and IOSH Services Limited. WATERHOUSE P.,2002. Health and safety: Risk Management. second edition. Leicestershire: IOSH Services Limited. OFFSHORE CONTRACTING ASSOCIATION, 2003. Guidance Notes of Good Contracting Practice- HSE Guidance for SMEs.[online].Aberdeen: OCA. Available from: http:/www.ocainternet.com/publications/HSEguidanceforSMEs.pdf [Accessed 14 November 2012]. GREENSTREET, B., 2004. The development of case studies that demonstrate the business benefit of effective management of occupational health and safety: Research report 249,.[online]. Reading: Health Safety Executive. Available from: http:/www.hse.gov.uk/research/rrpdf/rr249.pdf [Accessed 12th November 2012] CHEMICAL SAFETY BOARD, 2007. Investigation Report-refinery explosion and fire.Reportno.2005-04-I-TX. [online]. Texas: CSBAvailable from:http:/www.csb.gov/assets/documents/CSBFinalReportBP.pdf. [Assessed 10th November 2012]. NATIONAL WILDLIFE FEDRATION, 2010. Assault on America: A Decade of Petroleum Company Disaster, Pollution and Profit. [online]. US: NWF Available from: http:/www.motherjones.com/files/NWF_OilSpillsExplosions_pages.pdf [Accessed 19 November 2012]. HEALTH SAFETY EXECUTIVE, 2011. Huntsman Petrochemical.[online] UK: HSE. Available from:http:/www.hse.gov.uk/business/casestudy/huntsman.htm [Accessed 20 November 2012]. HEALTH SAFETY AND EXECUTIVE, 2011. Health and Safety made simple- The basics for your business. [online]. UK:HSE.  Available from:http:/www.hse.gov.uk/simple-health-safety/ [Accessed 30 October 2012]. MARATHON PETROLEUM CORPORATION, 2012. Marathon Petroleum to purchase BPs Texas City Refinery [online] Ohio:MPC.  Available from:http://www.marathonpetroleum.com/News/Press_Releases/Press_Release/?id=1742579[Accessed 2nd November 2012]