Blog Archive Professor Profiles Christie Nordhielm, Ross School of Business at the University of Michigan

Blog Archive Professor Profiles Christie Nordhielm, Ross School of Business at the University of Michigan Many MBA applicants feel that they are purchasing a brand when they choose a business school, but the educational experience itself is what is crucial to your future, and no one will affect your education more than your professors. Each Wednesday, we profile a standout professor as identified by students. Today, we profile  Christie Nordhielm  from the Stephen M. Ross School of Business at the University of Michigan. Students at Michigan Ross told mbaMission that even among those who are “not interested” in marketing, Christie Nordhielm  (“Marketing Management”)  is known for her engaging teaching style, which incorporates “The Big Picture”â€"an integrated marketing framework she developed to help students prepare to tackle marketing problems they will inevitably face at some point in their careers. Nordhielm is said to know the ins and outs of any large corporation’s marketing strategyâ€"and to have an opinion on it, too! For more information about Michigan Ross and 15 other top-ranked business schools, check out the  mbaMission Insider’s Guides. Share ThisTweet Professor Profiles University of Michigan (Ross)

The Scientific Systems Of Engineering Management - 2071 Words

Introduction Engineering Management refers to a specialized type of management which is primarily concerned with the application of certain engineering principles to business activities or practice. In other words, Engineering Management can be said to be a career which unites the technological problem-solving aspect of engineering and the administrative, planning, and organizational capabilities of management to facilitate the efficient operation of activities within a sophisticated establishment from the start to the end. Primarily, Engineering Management focuses on the planning, installation, improvement, and design of integrated systems of material, people, information, energy, and equipment. This is achieved through utilization of specialized skills and knowledge in the physical sciences, social sciences, and mathematical disciples. This knowledge and expertise are integrated into methods and principles of engineering analysis and design (Haverila and Fehr 574). Through this incorporation, they can evaluate, specify, and predict results that are likely to be obtained. The scientific systems in engineering management are majorly responsible for designing, implementing, and developing models to be used as the basis for evaluation and analysis of results. Comparative analysis is achieved by taking into consideration the relationship that exists between engineering aspects and the management duties such as organizing, planning, controlling, and leading. Moreover, theseShow MoreRelatedScientific Managem ent: Taylor and the Gilbreths1254 Words   |  6 PagesScientific Management: Taylor and the Gilbreths Scientific management focuses on improving efficiency and output through scientific studies of workers processes. 1. fig. 1 Frederick Winslow Taylor Frederick Winslow Taylor is considered the creator of scientific management. * Scientific management, or Taylorism, is a management theory that analyzes work flows to improve economic efficiency, especially labor productivity. This management theory,  developed by Frederick Winslow TaylorRead MoreEssay on Introduction to Industrial Engineering643 Words   |  3 PagesIndustrial engineering is how to design, process, and install manufacturing system and industrial management in order to get a good performance. Industrial Engineering is concerned with the design, improvement and installation of integrated system of men, materials and equipment. 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It involves forecasting and makingRead MoreLeader Ship vs Management1148 Words   |  5 PagesLeadership VS Management Introduction There is the age old question of what is the difference between a manager and a leader? Most people will say that you can’t be a manager without being a leader. Leadership and management are an ongoing development.This search for the characteristics or traits of leaders has been ongoing for centuries. Some people believe they go hand in hand and some believe they are two complete different things. This continues development had resulted in many different

The Globalization Of A Multinational Corporation - 1725 Words

A Multinational corporation is a corporation that does business in two or more countries. It has its home base in its own country, but has branches or subsidiaries in other countries. Their home base is the company’s identity. For example Toyota is Japanese even though it operates in the United States. With modern technology and improvement in communications, transportation and infrastructure, corporations are venturing beyond national boundaries in the pursuit of business opportunities. Their size provides them the opportunity to achieve markets and increase their scale in manufacturing and development outside their local market. In other words, multinational companies are going global. Globalization refers to the unification of world†¦show more content†¦Ã¢â‚¬Å"The Challenge of Globalization.† (Boundless Management. Boundless, 21 Jul. 2015. Retrieved 09 Sep. 2015 from https://www.boundless.com/management/textbooks/boundless-management-textbook/introduction-to -management-1/current-challenges-in-management-21/the-challenge-of-globalization-133-10568/) Companies such as Toyota Motors, Coca-Cola, Cadburys Chocolate, IBM, Microsoft, and Boeing are a few prime examples of global companies. Through globalization, these are the brands that have become household names in the world. Managerial Styles and Culture Shock: Difference between Japan and United States The Japanese managerial styles go as far back as Empiricism. Japanese live to work for their company. Japanese are loyal to the company first whereas the Americans are loyal to self. Japanese management sees employees as their most important resources and are required to contribute ideas to improve the corporation; whereas Americans see employees as expendable. Japanese management sees the company as one group and the whole group must succeed. Decision making in Japan is a long process, in many stages to minimize errors and bring consistency but once a decision is made, everybody is on the same page. In the United States management makes quicker decisions that sometimes can lead to short-sightedness. It is probably because the Japanese are all one culture and Americans come from a variety of backgrounds. The Japanese management believe in continuous improvement andShow MoreRelatedGlobalization : Multinational Corporations ( Mncs )1270 Words   |  6 PagesGlobalization As globalization continues to advance throughout the world, multinational corporations (MNCs) are reaping the multitude of benefits operating within the international marketplace entails, as well as attempting to curtail the associated risks. Developments such as the immediate transfer of information/currency has led to a great amount of internationalization and interdependence within the global landscape (Shapiro, 2014; Cho Lee, 2004). 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The multinational corporation Culture shock experienced by managers who work abroad, Fair tradeRead MoreNo Logo Critique1289 Words   |  6 PagesNaomi Klein’s No Logo states that corporations have been championing globalization using the reasons that globalization allows U.S. consumers to benefit from cheaper products produced abroad, wh ile developing nations benefit from the economic growth stimulated by foreign investments. The generally accepted belief is that governmental policies should be established in favor of the corporations to facilitate the trickling down of corporate profits to the end consumers and workers abroad. Klein, howeverRead MoreDavid Kortens The Physics Of Business Administration1385 Words   |  6 Pagespublished When Corporations Rule the World in 1995. When Corporations Rule the World gave readers his perspective of anti-globalization, which was a passion for David Korten. His primary idea was that business enterprises were manipulating the conclusion of the world s economic and social involvement from this process of globalization. His sentiment about globalization directs politics, society, and environment in a negative direction for the human involvement. Korten states that multinational corporationsRead MoreThe General Impact of Management in International Business1075 Words   |  5 Pagesmanagerial styles and indubitably their culture, to ensure the globalization of business. So, what is the general impact of management in the international business? In this essay this question will be clearly answered by deep details, concerning the important issues meet generally the managers in business international, such as: Conflict of culture, ethical issues, and fair trade issues. And the advent of the Multinational Corporation will be largely explained. 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Main body contains:- * Description about how multinational corporations give employment and remove poverty. * Role of these companies in enhancing local economies. * Its impact on globalization. 3. Conclusion- about how multinational corporations are beneficial to the world. INTRODUCTION Multinational companies have broughtRead MoreImpact Of Globalisation On The Way The Business Operate854 Words   |  4 Pagesmajority of the features of the current wave of globalisation are similar to those prevailing before the ensuing of First World War in 1914 (Waters, 1995). In terms of global economy and global businesses, finance, production and environment, globalization has profound impacts. Trade: It is a widespread fact that international trade has increased to unprecedented levels as compared to the nineteenth century. However, it was an era of rapid trade growth, cultural ties and aftermath of Age of Exploration

Eloping And Quick Vegas Marriages Banned Essay - 933 Words

Eloping and Quick Vegas Marriages Banned Are tests and courting minimums for marriage a good idea? People marrying today are in to big of a rush, don t know their partners, or what a long-lasting marriage entails. By reading Stephanie Coontz’s article â€Å"The Radical Idea of Marrying for Love† and Aviva Patz â€Å"Will Your Marriage Last?† I came to the conclusion that people should spend more time in a dating, and should be tested to see if they are really ready for marriage. Koontz, a historian, wrote an article about the history of marriage and how our current idea of marriage hasn’t always been the norm. Whereas Patz’s article is about research done by Tom Huston, a professor from the University of Texas, on 168 couples throughout their courtship and marriage. From these two articles I realized people should not be able to marry till they have courted for 3 years, and can past a test showing they are ready for marriage. There should be a court ing minimum on relationships before you qualify for marriage. When you have a short courtship, you don t get to know your partner well enough for an effective marriage. Patz explains Tom’s research, â€Å"Houston says couples are most vulnerable to disillusionment when their courtship is brief† (Patz 301). Having a longer courtship can make time for you to get to know your partner better. You can then learn the â€Å"hidden aspect of their personalities,† and â€Å"idealized images give away to more realistic ones† (Patz 301). Longer relationships

Corporate Strategy Of One Of The Leading Hospitals Of Malaysia

Question: Discuss about the Corporate Strategy Of One Of The Leading Hospitals Of Malaysia. Answer: Introduction In todays highly competitive business world, the development and effective implementation of the Corporate Strategies is considered most important for the success of the business. Corporate Strategy can be considered as the overall scope a direction of the businesses for the achievement of the goals and objectives of the companies (Baker, 2014). Thus, it is the responsibility of the highermanagement of the companies to develop and implement corporate strategies. One important part in the aspect of corporate strategy is the development of mission, vision, goals and objectives of the companies. The main aim of this report is to analyze and evaluate various aspects of corporate strategy of one of the leading hospitals of Malaysia. For this reason, Gleneagles Kuala Lumpur is taken into consideration. Gleneagles Kuala Lumpur is considered as one of the major leading hospitals in Malaysia. Gleneagles provides different types of healthcare services and solutions under one roof (gleneagleskl .com.my, 2018). Different stages of the report provide some recommendations for increasing the effectiveness of the corporate strategies of Gleneagles Kuala Lumpur. Benefits of having a Mission, Vision, Aims and Objectives From the analysis of the corporate strategies of Gleneagles, it can be seen that the hospital some clear mission, vision, goals and objectives. The mission of Gleneagles is to create a difference in the life of the common people by providing excellent care and services for the patients (gleneagleskl.com.my, 2018). In addition, the core value of the hospital is involved with people, excellence and results. In this aspect, it needs to be mentioned that there are certain benefits to have a clear mission, vision, aims and objectives. In Gleneagles, the mission statement is considered as the statement of purpose and it works as a guide for the decision-making process of the hospital (gleneagleskl.com.my, 2018). Themanagement of Gleneagles develops strategies to achieve the mission of the company. The vision statement of Gleneagles adds specific direction for the achievement of the organizations values. Apart from mission and vision, Gleneagles becomes highly beneficial from the presence o f aims and objectives as they help the hospital in identifying the future state of affairs for organizations success. Apart from this, another major purpose for Gleneagles to develop aims and objectives is to measure the performance of the hospital in the long-run (gleneagleskl.com.my, 2018). Effectiveness of Strategies and Tactics From the above discussion, it can be seen that Gleneagles has some specific set of aims and objectives and it is important for the hospital to achieve these aims and objectives. For this reason, Gleneagles has developed and implemented some major corporate strategies for the achievement of the aims and objectives. The first corporate strategy of Gleneagles is to ensure excellence in treatment and care (Bryson, 2018). This strategy or tactic involves the reliable recognition and early treatment of different types of diseases. Under this, Gleneagles has also implemented the technique of reliable monitoring of patients for the identification of diseases and for the treatment of deteriorating patients. Another major corporate strategy of Gleneagles is the maintenance of organizational sustainability. Under this strategy, the hospital has adopted some major tactics. Gleneagles has been effectively maintaining and expanding their different range of clinical procedures for the betterment of the patients (Smith, 2013). Moreover, another important tactic used by Gleneagles is the increase in patient experience in comparison with the provided services. Apart from this, Gleneagles has complied with the regulations and policies of workplace safety for the elimination of work related injuries and illness for the staffs of the hospital. Moreover, themanagement of the hospital has developed and implemented several strategies related to environmental sustainability (Bryson, 2012). Thus, from the above discussion, it can be observed that the developed and implemented corporate strategies have integral role to play in the achievement of the aims and objectives of the hospital. Strategies of Organizational Culture and Power Balance in Decision-Making Process The above discussion talk about some specific set of objectives and tactics of Gleneagles. In this context, it needs to be mentioned that certain aspects have influence on the organizational decision-making process of Gleneagles and all these aspects are important aspects. Among all of them, two major aspects having influence on the decision-making process of Gleneagles are Organizational Culture and Power balance. The effects of these two aspects on the business of Gleneagles are discussed. Organizational culture is considered as one of the most important aspects for the success of the business and there is not any exception of this fact in case of Gleneagles. Organizational culture refers to a particular system of shared values, assumptions and beliefs that help in governing the behavior of organization people (Alvesson, 2012). Two types of organizational cultures can be seen within the business organizations; they are strong organizational culture and weak organizational culture. In Gleneagles, the presence of a strong organizational culture can be seen. It needs to be mentioned that the seniormanagement of Gleneagles is the organizational decision makers and the company seeks the participation of all of their employees in the decisions-making process (Alvesson Sveningsson, 2015). The presence of a strong organizational culture leads to a unitve as well as positive attitude of the employees of Gleneagles towards the business decisions. Apart from this, effective orga nizational culture establishes certain virtual regulations about what organizational people should do nor should not. This particular aspects limits the choices of the management team of Gleneagles for decision making (Hogan Coote, 2014). Thus, from the above discussion, it can be seen that organizational culture is the core of Gleneagles and has positive effect on the business decision-making process. The next important aspect is Power Balance in the organization that is connected with organizational structuring of Gleneagles. There needs to be the correct flow of power from the upper management to the employees to support the decision-making process (Clegg, 2013). In case of Gleneagles, it can be observed that power is flown in downward from the board of directors to the administration team. The board of directors of Gleneagles takes the important business decagons and gives power to the administration team to implement them. After that, the administration team takes various steps to implement them with the help of the junior subordinates and others (Emmers, 2012). Thus, from the above discussion, it can be seen that the power flow in a systematic and balanced manner in the hospital that provides great assistance in the decision-making process of Gleneagles. Recommended Strategic Changes for Improvement The recommended strategic changes are discussed below: It is recommended that Gleneagles needs to follow the strategic plan in the most scientific and logical manner. Due to this strategic change, the hospital is required to put more focus on achieving the mid-term goals of the business for making the way easy to chive the long-term goals and objectives (Mantere, Schildt Sillince, 2012). Gleneagles is advised to push their developed strategies close to the mission and vision of them. The large gap between the strategies and vision and mission can disrupt the strategic plan of the hospital. For this reason, Gleneagles is required to choose strategies that are closely related to the mission and vision of the organization. It is recommended to Gleneagles that they should follow the strategy of less is more philosophy for the development of strategic plan. It implies that it is hard to achieve too many goals at a time with the help of strategic plan. Thus, Gleneagles needs to prioritize their business goals so that sufficient resources and support is allocated to achieve them (Sujova Rajnoha, 2012). Most importantly, Gleneagles is required to be realistic while setting the goals and objective for the success and expansion of their business. For this reason, they should set realistic goals that can be achieved and can be measured. Recommendations on Strategic Leadership and Stakeholders Relationship The recommendations for the improvement of strategic leadership in Gleneagles are discussed below: The strategic leaders of Gleneagles are required to have a clear vision as this vision provides them with the idea of how the organization should achieve its core purposes. Thus, the leaders are required to be stay true to this vision. The strategic leaders are needed to be constantly informed and up to date about the industry Gleneagles is operating in and about its competitors (Schoemaker, Krupp Howland, 2013). It is recommended that the strategic leaders of Gleneagles should be able to create a mindset of innovation within the hospital so that they can think differently. The strategic leaders should know how to transform the ideas into specific action. In this process, the strategic leaders of Gleneagles are required to conduct various activities in the organization to invite new ideas for achieving the organizations goals and objectives (Carter Greer, 2013). For this reason, the strategic leaders of Gleneagles need to communicate these ideas with the employees in an effective manner. The recommendations for the improvement in stakeholders relationship in Gleneagles are discussed below: It is recommended that Gleneagles should build strong relationship with their various stakeholders from the beginning. For this reason, Gleneagles is required to share the vision, mission and strategies with the stakeholders on a regular interval (Wagner Mainardes, Alves Raposo, 2012). It is required for the strategic leaders of Gleneagles to involve their major stakeholders in the organizational decision-making process. In this way, the stakeholders feel themselves as a part of the decision-making process of the hospital. In order to improve relationship with the stakeholders, it is recommended that Gleneagles should organize frequent touch-base sessions to discuss and resolve various issues that the stakeholders are facing (Herremans, Nazari Mahmoudian, 2016). At the same time, it is recommended to the strategic leaders of Gleneagles to take necessary steps for resolving the raised issues related with the stakeholders. Conclusion From the above discussion, it can be seen that Gleneagles has specific mission and vision that provides the company with necessary direction for achieving goals and objectives. it can be sen that Gleneagles has developed certain strategies and tactics for achieving these goals and strategies. From the above discussion, it has been observed that organizational culture and power balance has important role to play in the decision-making process. Some major recommendations have been provided to improve strategic leadership and stakeholders relationship like to follow the strategic plan in a scientific manner, alignment of strategies with mission and vision, to resolve the issues of the stakeholders and others. References About Us | Gleneagles Kuala Lumpur. (2018).Gleneagles Kuala Lumpur. Retrieved 9 March 2018, from https://gleneagleskl.com.my/about-us/ Alvesson, M. (2012).Understanding organizational culture. Sage. Alvesson, M., Sveningsson, S. (2015).Changing organizational culture: Cultural change work in progress. Routledge. Baker, M. J. (2014).Marketing strategy and management. Palgrave Macmillan. Bryson, J. M. (2012). Strategic Planning and.The SAGE Handbook of Public Administration, 50. Bryson, J. M. (2018).Strategic planning for public and nonprofit organizations: A guide to strengthening and sustaining organizational achievement. John Wiley Sons. Carter, S. M., Greer, C. R. (2013). Strategic leadership: Values, styles, and organizational performance.Journal of Leadership Organizational Studies,20(4), 375-393. Clegg, S. (2013).The Theory of Power and Organization (RLE: Organizations). Routledge. Emmers, R. (2012).Cooperative Security and the Balance of Power in ASEAN and the ARF. Routledge. Herremans, I. M., Nazari, J. A., Mahmoudian, F. (2016). Stakeholder relationships, engagement, and sustainability reporting.Journal of Business Ethics,138(3), 417-435. Hogan, S. J., Coote, L. V. (2014). Organizational culture, innovation, and performance: A test of Schein's model.Journal of Business Research,67(8), 1609-1621. Mantere, S., Schildt, H. A., Sillince, J. A. (2012). Reversal of strategic change.Academy of Management journal,55(1), 172-196. Mission and Vision | Gleneagles Kuala Lumpur. (2018).Gleneagles Kuala Lumpur. Retrieved 4 March 2018, from https://gleneagleskl.com.my/about-us/mission-and-vision/ Schoemaker, P. J., Krupp, S., Howland, S. (2013). Strategic leadership: The essential skills.Harvard business review,91(1), 131-134. Smith, R. D. (2013).Strategic planning for public relations. Routledge. Sujova, A., Rajnoha, R. (2012). The management model of strategic change based on process principles.Procedia-Social and Behavioral Sciences,62, 1286-1291. Wagner Mainardes, E., Alves, H., Raposo, M. (2012). A model for stakeholder classification and stakeholder relationships.Management decision,50(10), 1861-1879.

Claude Mckay`S If We Must Die Essays - Harlem Renaissance

Claude Mckay`S ?If We Must Die? Poetry Claude McKay If We Must Die One of the most influential writers of the Harlem Renaissance was Jamaican born Claude McKay, who was a political activist, a novelist, an essayist and a poet. Claude McKay was aware of how to keep his name consistently in mainstream culture by writing for that audience. Although in McKays arsenal he possessed powerful poems. The book that included such revolutionary poetry is Harlem Shadows. His 1922 book of poems, Harlem Shadows, Barros acknowledged that this poem was said by many to have inaugurated the Harlem Renaissance. Throughout McKays writing career he used a lot of dialect and African American vernacular in his writing, which was rather controversial at the time. Writing in dialect wasnt considered proper for writing formal literature. For this paper I chose the poem If We Must Die, one of his strongest political poem included in Harlem Shadows. The subject matter that McKay writes about is confrontational. Even if McKay used classical poetry techniques to write If We Must Die. McKay used the poetry technique of the sonnet by using the 13 lines and 1 last line in the end. In If We Must Die McKay uses rhymes, and metaphors to associate and personify the poem. Using these techniques the audience can identify with the writer and the poem itself. The poem at first seems to have been written for a black audience but then it grew tremendously for a wider universal audience. This poem spoke to anyone and everyone who was being oppressed or in a situation that they werent in control of. This poem was for anyone who is or was put to death. This poem showed that everyone deserves a noble death, a death of honor and respect not to be beaten and treated like an animal but like a human being. If We Must Die was first published in the Liberator in 1919. Then in his compilation of poetry Harlem Shadows in 1922. Where already the world war had ended. It was one of the very first poems that initiated the tone, subject and matter of the Harlem Renaissance. The poem is revolutionary, its the type of poem that makes people think and take action. He made the reader feel important and recognized the value of a human life. McKay believed part of the poets job is to politically inform the minds of people. Leading to the influence of such people as Amiri Baraka, starting the Black Arts Movement. The poem itself is a validation, recognition of the value of a human life. In the first line of the sonnet If we must die, let it not be like hogs. If we as humans die in whatever situation arises, let it not be like an animal, inhumane, without a name and unjust. If we must die, O let us nobly die, and eventhough the person might be by far outnumbered, beaten and maimed not to sit there and take the punishment. That there last breaths is one of victory because the person never stopped fighting back. Erasing the idea of passive resistance which made such people like Gandhi and Martin Luther King Jr. known for. Although the poem had a universal appeal, McKay published this poem through one of the fiercest times for African Americans. There were severe racial problems with Blacks and Whites through out sparking violence. In 1919 theyre where countless race riots in Harlem and all over the United States. This poem could have even fanned the flame that the race riots started. This poem itself moved people to stand up for themselves and I dont doubt that it did. This poem can easily be read today and appeal to todays society. It seems that there will always be an oppressed group, that is something we cant escape from. If the poem If We Must Die were read today, I feel it would move countless people into action. Especially now where there are a lot of problems with the New York City police department. The Police departments using tactics of racial profiling, countless shootings, and deaths of young African American and Latino men. No matter what decade we live in, same

Pillsbury Challenge Essays

Pillsbury Challenge Essays Pillsbury Challenge Paper Pillsbury Challenge Paper The Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insights team to conduct market research studies that will shed light on consumers and their attitudes, behaviors, and preferences towards the product. The goal is to understand how marketers can make better decisions, based on different types of consumer research, show how the relevant customer insights can help to determine strategies and explore the ways to improve business performance. Its that we are going to explain during this study. Firstly, we will see the company overview, then the consumer insights and their implications (the key learning) and to finish, we will do some recommendations for the Pillsbury Cookie Challenge. One of the worlds leading food companies, General Mills operates in more Han 1 00 countries and markets more than 100 consumer brands, such as Hypoxia, Pillsbury, Hagen-Dads, Nature Valley, Green Giant, and more. Headquartered in Minneapolis, Minnesota, the company operates in three segments: IIS Retail, International and F-DOD service. Representing 69 per cent of total sales, the US Retail segment is the largest of the three. General Mills Canada Corporation (CM) is a subsidiary of General Mills. With annual sales of IIS$ 566 million, CM is a leader in the Canadian packaged foods market and the second largest division within the International segments. The Canadian division is split into four business units: breakfast, baked goods, meals and snacks. Part of the General Mills portfolio, the Pillsbury brand is the leader in the refrigerated baked goods category with a full range of products, including cookies, biscuits, breads, pizza and pie crusts, sweet rolls The Pillsbury refrigerated cookies is available in multiple flavors and two aromas (chub and ready-to-bake), with seasonal cookie special for Halloween, Easter, Valentines Day and Christmas. The cookies are sold between $2. 99 and 34. 99, according to the cookie format, the type of retailer and the region. The RUG products can be buy in all major grocery retailers such as Metro, Lobar, Sobers and club stores in Canada. About the marketing strategy, there is not a strategy specific to the Canadian market. Indeed, its the US advertising, which is adapted to the Canadian market, for example. In terms of the market, Pillsbury was the most profitable segment of General Mills Canada, with refrigerated cookie dough owning 62% of ready-baked- goods sales and yielding 75% category profit. Pillsbury held 85% of the market share and Was carried by all major Canadian retailers. However, volume growth, household penetration, and cookie segment growth were all flat. THE RUB COOKIES SOOT How the RUB cookies category is on the market? How to better take into account its weaknesses and threats? Here, we are going to draw up a SOOT analysis in order to better sharpen our recommendations, and thus, solve the problem raised by this case. In order to find some solutions for the Pillsbury challenge, its interesting to have an overview about the Pillsbury cookies weaknesses, strength, opportunities and threat. The goal is to take into account the opportunities and strength of the product and to spread out it. Contrary to that, we will do suggestions, which both resolve the issues and will try to remedy the weaknesses. In a nutshell, we are going to use and exploit the weaknesses and threat through the consumer insights in order to bring strategic and relevant recommendations, with a view to the Pillsbury problem. Pillsbury Doughy is an advertising icon and mascot of the Pillsbury company) THE PROBLEM STATEMENT RUB in Canada branch performance were not satisfied over the past two years whereas refrigerated cookies had always been the most profitable product line of its category. Indeed, the volume growth between 2004 2006 had remained nearly flat at 1 % and the household penetration had fallen to 24% from previous years. The goal is to understand the possible reasons of decline in cookie sales, through the Consumer insights (taste, advertising, Current brand messaging Of the Pills bury). For this purpose, the marketing manager Guile wants to see the difference between consumer markets of Canada and that of United States in order to design a marketing strategy according to it to boost the sales as well as profit of this category. HOSTED ANALYSIS In order to understand these cultural differences here are the Hefted framework: Power distance Interdependence among its inhabitants Value placed on egalitarianism Canadians value a straightforward exchange of information individual Allis Individualistic culture people look after themselves and their immediate families Employees are expected to be self-reliant and display initiatives Masculinity Moderately masculine society Work-life balance and are likely to take time to enjoy personal pursuits, family gatherings and life in general uncertainty avoidance Uncertainty accepting. Easy acceptance of new ideas, innovative products and a willingness to try something new or different, whether it pertains to technology, business practices, or consumer products Pragmatism Normative society Strong concern with establishing the absolute Truth; they are normative in their thinking Great respect for traditions, a relatively small propensity to eve for the future, and a focus on achieving quick results Indulgence Indulgent Willingness to realize their impulses and desires with regard to enjoying life and having fun Higher degree of importance on leisure time, act as they please and spend money as they wish. 1 . CONSUMER INSIGHTS What are consumer insights? Definition: the collection, deployment and interpretation Of information that allows a business to acquire, develop and retain their customers. Process of collecting and analyzing customer feedbacks toward a product or a brand. Who use it? Internal marketing teams and a 3rd party research firms to conduct nonuser research. What types of business challenges can benefit from consumer insights? Gathering Consumer Insights helps to understand the preferences, attitudes and behaviors of consumers for business decisions and for new product development, brand message and promotional actions. It also helps to localize where a product can be improved or repositioned. How are consumer insights obtained? Quantitative research: based on the measurement and analysis Of relationships between variables. Questionnaire web survey. Qualitative research: gather a more in depth understanding of behavior. Focus group: owe cost, quick turnaround time. Marketing research tool where a small group of people engage in a moderate roundtable discussion on particular topics of interest D obtain the groups opinions about, or reactions to, specific products or marketing-oriented issues. Concept test: image, price, preparations, and benefits to see purchase intent. Used for new product development and to help develop brand messaging. Most concepts include an image of the product, along with pricing information, preparation instructions and a summary of key benefits. Presented to consumers in verbal or visual form ND quantitatively evaluated by consumers by indicating their degree Of purchase intent. Creative testing: evaluating the effectiveness of ads, testing the advertisement. The goal of both types of tests is to optimize advertising and packaging so that more consumers purchase the product. Usage and attitude study: survey that focuses on the frequency of product purchase and use, desirable attributes in products and product strengths and weaknesses. Quantitative study The Usage and Attitude study What? Ask consumers about their perception of the product:  «The frequency of product purchase and use  »  «The desirable attributes of the products  »  «The strengths and weaknesses Of the products  » Why? To find the right profile of the product user. To obtain insights and ideas about new products or current products Qualitative study The In-Home immersions study: Four two-hour visits at 2 lapsed users and 2 brand champions home. Why? To observe, rather than interview, the world of the consumer when theyre baking.  « To develop a real life and dynamic view of the consumer-brand relationships The discovery workshops study: 26 moms: lapsed and current users categories CLC shared thoughts, feelings and experiences. Why? To understand relationship and behavior regarding the Pillsbury brand 2. KEY LEARNING This part of the analysis will allow us to understand the difference and the similarities between the Canadian and the US market. First of all, we can make some observations about the Pillsbury Cookie Case: It is clear that the Family structure and consumer demographics are similar in Canada and in US as well as the frequency of RUG cookie baking. However, there is a big difference of preferences between scratch, refrigerated, and mix baking in both countries. Finally, we also can notice that the kid-request has a age impact on parents purchase especially in Canada. N this case, some researches are led: a quantitative one and a qualitative one. The results of theses studies are the following ones: The results of the quantitative study show clearly that Canadian people prefer the scratch baking. Indeed, 56% of Canadians VS.. 22% of Americans bake only from scratch. Another important thing to highlight is that there are similar purchase drivers in both countries but not in the same weight: -Top 1: Convenience -TOP 2: Taste -Top 3: Quality (12% less Canadians than Americans think it is high quality). Top 4: Kid- request: (10% more  « like to eat cookies  »13% more  « fun activity with kids  » This study also demonstrates that Purchase is impulsive and that the use of refrigerated cookie dough increases particularly in household with kids. The second research uses qualifications. Here, the results indicate that for mothers, baking experience is very important. With Pillsbury Cookie, this experience is relatively easy, quick, practical, affordable and pleasing to children. The most important thing is that baking is the opportunity to share memories and happy nonentities hillier and to put a smile on everyones face. For the children eating cookies the most important even if they participate, most of the time, with enthusiasm and involvement. What is enough surprising is the lack of interest of mothers and children toward nutritional values It does not matter because Contraindications really love Pillsbury. Baking and eating them represent a kind of magic, something special and it is better than a ready- made product because it is seen as an act of generosity because it asks some efforts to cook. And to finish, with Pillsbury, sometimes consumer has the impression of cheating or to keep a little secret that make him feel good. . RECOMMENDATIONS Now that we knotted Canadian consumers insight and the key learning from the usage and attitude study, we can develop several recommendations for Pillsbury into the Canadian market in order to increase the products sales: Commercials focus on children CM could use stimulus factors into the advertising in order to let the brand into the Children and mother memory. To do that they can play on several marketing aspects: Size, Intensity, Attractive visuals, Color and movement, Position, Isolation, Format, Contrast and expectations, Information quantity. Thus we recommend communicating on TV with attractive and colorful commercials. Emergency should place some printed adding front of schools, food retailers and bakery. These decontaminations on the convenient, quality and tasty side of the product. Create a Family bounding experience: In order to build a global relationship with the brand and give some future flashbulb memories, CM should focus on the brand experience for consumers. In order to add value for the moms the company could offer a baking experience with cooking classes. It would be a great moment to share between moms and children. Thanksgiving and Christmas are periods that have to be targeted in the calendar as both are about giving and sharing. Create a new product for Canadian consumers: We saw that Canadian moms love cooking. Therefore, CM should launch a cookie baking kit. This kit could be a box including all the necessary ingredients to bake cookies at home. It would be convenient for moms who have busy lifestyle and look for convenient solution to share time with their children. This kit could have a value added for children: 1 mould offer In each it, Minnie Mouse shape,Heart shape, Pumpkin shape, ghost shape, Snowman shape Focus on Emotion and well being association: In order to influence the attitude of the mother and their children about the brand, they can use testimonies on their website and social networks (Youth, faceable, Mainstream). Monthly newsletters with cookies recipes During special events such as: Halloween, Easter, Birthdays, Christmas, CM should share some customers recipes by emailing. Bake-off contest CM should create some Baking contest where customers will win Coupons and deals. These contests should be very attractive with music and a any attractions for children and moms. Make this day a real experience. Presentations and webzines to provide home-styles recipes We have seen that lappers and users are mothers keen on cooking and bringing joy and happiness all over the household. As webzines are web- based presentations, they would fit perfectly with the convenience sought by customers. As in the BIB industry, mothers (and potential fathers) would only have to switch on their computers or smartness to attend the webzines. Moreover, both moms and children would be able to improve their cooking skills from industry experts. Smartness APS and partnerships with high tech leaders CM could partner with smartness applications specialist in order to reach moms in new way. This would be the opportunity for consumers to connect deeply With the brand. Strategic partnerships with Tim Horton As the Canadian purchase drivers are taste for children and convenience for busy mothers, building a partnership with brand like Tim Horton would reinforce Pillsbury position and desire to connect with kids. Canadian people are in love with the restoration brand Tim Horton because its the most famous Canadian one. Moms always pick up there coffee there in the morning and get some bakeries for their children at the end of the day. For instance, like brands such as Kit or Ms did, Pillsbury could partner with one of childrens Tim Horton favorite dessert: the Tomtits. Sponsored events Shelf allocation and Point-of-sale display Pillsbury product should be situated on the lowest levels of the shelves in supermarkets in order children to kick them up and draw their mothers attention. This sales form of sales promotion located next to checkout counter would draw customers attention, and particularly childrens attention. It would be an efficient strategy to promote new Pillsbury products, or special offers according to relevant periods of the year e. G. Back To School, Halloween, Thanksgiving, Christmas, and Easter. Timeline for recommendations In order to implement these recommendations, we believe Pillsbury should build a timeline all over the year. Therefore, the marketing team would focus on specific events or period matching the customers expectations. This timeline shall bear witness of the complete understanding of consumers insights and behavior.