Located in the heart of Seattle, Finish Line Brewery has the unique ability of maximizing local distribution because of the area's densely populated community's and cities. "Products must be available where and when consumers want them" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 323.), so intensive distribution efforts to make Finish Line IPA available to buyers will be made in house through Finish Line's delivery fleet. These delivery routes will supply three important clienteles: grocery, restaurant, and bar/events.
As the company grows, Finish Line will sell indirectly through retailers such as Safeway, Kroger, and Metropolitan Market in order to reach more consumers and become more competitive in pricing. Because its brewery's location, Finish Line will be able to take advantage of Seattle's ports, trucking routes, and international airport for delivery methods.
Measures are in place now to begin establishing a wider array of key suppliers to support the raw materials necessary to create the Finish Line brew. "Companies must decide on the best way to store, handle, and move their products and services so that they are available to customers in the right assortments, at the right time, and in the right place." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 328.)
Showing posts with label EOC. Show all posts
Showing posts with label EOC. Show all posts
Thursday, December 9, 2010
Weeek 9 EOC: Three Great Mission Statements
Great mission statements
I selected the following mission statements based on their ability to answer the following questions:
Bowman, Robert B. (http://rbowmanphoto.blogspot.com/) clearly defined the mission of Nature's Blend by articulating their focus on family, tradition, and inviting consumers to open a bottle and become part of something bigger, something legendary.
Lapadu, Michaell Edward (http://lapaduproductions.blogspot.com/) expresses everything you need to know about the company in four sentences. I liked this mission statement for its succinct approach to defining who they are, what they do, and who they do it for. You know very quickly if you are of, "the passionate few that understand what a beer can and should be."
Glenn, Tanya M. (http://tjustme.blogspot.com/) created the strongest mission statement of the lot. Every word is accounted for and used to serve a purpose. This clear run through of the companies purpose is refreshing in its brevity, no fluff just the facts in a professional and compelling presentation.
Great job team! Keep up the good work.
I selected the following mission statements based on their ability to answer the following questions:
- What is our business?
- Who is the customer?
- What do consumers value?
- What should our business be?
Bowman, Robert B. (http://rbowmanphoto.blogspot.com/) clearly defined the mission of Nature's Blend by articulating their focus on family, tradition, and inviting consumers to open a bottle and become part of something bigger, something legendary.
Lapadu, Michaell Edward (http://lapaduproductions.blogspot.com/) expresses everything you need to know about the company in four sentences. I liked this mission statement for its succinct approach to defining who they are, what they do, and who they do it for. You know very quickly if you are of, "the passionate few that understand what a beer can and should be."
Glenn, Tanya M. (http://tjustme.blogspot.com/) created the strongest mission statement of the lot. Every word is accounted for and used to serve a purpose. This clear run through of the companies purpose is refreshing in its brevity, no fluff just the facts in a professional and compelling presentation.
Great job team! Keep up the good work.
EOC Week 8: Creativity Content
I will be creating the following items to support my new brand, Finish Line IPA:
I will create a logo design for the brand, along with a label, and complete bottle design for the actual beer.
Finally, I will crossover from paper to ether and provide a web and twitter page to round out my marketing efforts.
I will create a logo design for the brand, along with a label, and complete bottle design for the actual beer.
Finally, I will crossover from paper to ether and provide a web and twitter page to round out my marketing efforts.
Week Seven EOC: The Pitch
Finish Line IPA
"You already know a lot about marketing—it’s all around you. Marketing comes to you in the good old traditional forms: You see it in the abundance of products at your nearby shopping mall and in the advertisements that fill your TV screen, spice up your magazines, or stuff your mailbox." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 3.) Finish Line IPA is more than a beer, it’s an experience. Aged in oak barrels before packaging, Finish Line IPA is a full bodied highly aromatic brew with a distinct malt flavor that chooses to satisfy over compromise.
Our staff is comprised of those who meet challenges head on and savor the thrill of victory, enter Finish Line Brewery. At Finish line, our business is beer, but our passion lies in providing our customers with a great tasting and satisfying beer that they can count on. We continue to exceed customer expectations by using the purest ingredients on earth to handcraft our beer.
Long time running enthusiast, Ernie Stepp, understood the wants and needs of a quality beer from his fellow runners from around the world. Those who understand the dedication of marathon running and the ability to push ones self in pursuit of the finish line know that victory is born of hard work and perseverance.
In order to create an authentic India Pale Ale, abbreviated IPA, Finish Line brew masters have worked tirelessly to perfect its distinctive copper color, aromatic bouquet of noble hops and complex malt flavor. Our organic and top cultivated hops are grown right here in the Northwest's Yakima and Willamette valleys.
"Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 2.) Finish Line goes far beyond brewing the perfect beer from local Northwest ingredients, we stand behind our community and growers. Finish Line has partnered not only with local growers to assist with the increasing costs of farming, but also with local charities where our staff provides weekly meals and seasonal clothing for our cities neighbors who are in need.
Pour a glass and let the aroma of our hand picked noble hops envelop your senses. Let he beautiful copper hue of our perfection dazzle your eyes as the chill of Finish Line IPA declares victory over your pallet's desire for something more than mediocrity. Finish Line IPA - more than a beer, an experience.
"You already know a lot about marketing—it’s all around you. Marketing comes to you in the good old traditional forms: You see it in the abundance of products at your nearby shopping mall and in the advertisements that fill your TV screen, spice up your magazines, or stuff your mailbox." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 3.) Finish Line IPA is more than a beer, it’s an experience. Aged in oak barrels before packaging, Finish Line IPA is a full bodied highly aromatic brew with a distinct malt flavor that chooses to satisfy over compromise.
Our staff is comprised of those who meet challenges head on and savor the thrill of victory, enter Finish Line Brewery. At Finish line, our business is beer, but our passion lies in providing our customers with a great tasting and satisfying beer that they can count on. We continue to exceed customer expectations by using the purest ingredients on earth to handcraft our beer.
Long time running enthusiast, Ernie Stepp, understood the wants and needs of a quality beer from his fellow runners from around the world. Those who understand the dedication of marathon running and the ability to push ones self in pursuit of the finish line know that victory is born of hard work and perseverance.
In order to create an authentic India Pale Ale, abbreviated IPA, Finish Line brew masters have worked tirelessly to perfect its distinctive copper color, aromatic bouquet of noble hops and complex malt flavor. Our organic and top cultivated hops are grown right here in the Northwest's Yakima and Willamette valleys.
"Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 2.) Finish Line goes far beyond brewing the perfect beer from local Northwest ingredients, we stand behind our community and growers. Finish Line has partnered not only with local growers to assist with the increasing costs of farming, but also with local charities where our staff provides weekly meals and seasonal clothing for our cities neighbors who are in need.
Pour a glass and let the aroma of our hand picked noble hops envelop your senses. Let he beautiful copper hue of our perfection dazzle your eyes as the chill of Finish Line IPA declares victory over your pallet's desire for something more than mediocrity. Finish Line IPA - more than a beer, an experience.
Wednesday, November 10, 2010
Wednesday, November 3, 2010
Week 5 EOC: Health Care Reform
With the largest number of uninsured Americans ranging from those between 25 and 34 years of age and younger than 18 years of age, the 15% of Americans that do not have insurance coverage begins to looks very different. These numbers bring a much more important issue to light in our countries suffering unemployment crisis and the greed that has led to an increase in American jobs being shipped overseas.
With a small change of perspective, what's truly important is staring us right between the eyes. The question was never about reforming health care, the question that remains is the health of our countries economy. Until the focus of our true ailment is aligned, we will continue spinning our wheels toward a truly ill future.
Wednesday, October 27, 2010
Week 4 EOC: Advertising is Based on Happiness
What makes a happy consumer? Exceed my expectations and you'll win me over every time.
It's sad to say, but rarely are my expectations met or even exceeded as a consumer in today's market place. The last purchase the truly delighted me was during a recent vacation to Maui. The vacation condominium’s that we decided to stay in were in fact expensive; however every need and expectation was fulfilled by this amazing property.
Vacation is my escape from the everyday rat race, so I make a point to do it often and do it well. It was on vacation that I finally realized that my happiness or enjoyment of a trip hinges on whether my expectations are at the very least met - let alone exceeded. The destination could be (and has been) amongst the most beautiful places in the world, yet if my treatment as consumer falls short so does my happiness.
Order envy is the worst. I love to eat and even better, I love to eat out. But the absolute killer by far is when your food arrives and the food being served to the person next to you looks SO MUCH BETTER! That my friend is order envy. Some call it by other names, but I’m sure you know it as Buyers Remorse. For me, a recent home purchase falls directly into this category and kills me just a little bit every time I pull into the garage.
I know I should be grateful to have a home yadda yadda yadda, but there isn’t a day that goes by that I’m not enveloped with a feeling of bitterness and anger toward both myself and our ridiculously awful housing market. It is obvious that I couldn’t have picked a worse item to purchase and not be happy about, but there’s a lesson to be learned by every mistake and wisdom to be gained in every circumstance.
It's sad to say, but rarely are my expectations met or even exceeded as a consumer in today's market place. The last purchase the truly delighted me was during a recent vacation to Maui. The vacation condominium’s that we decided to stay in were in fact expensive; however every need and expectation was fulfilled by this amazing property.
Vacation is my escape from the everyday rat race, so I make a point to do it often and do it well. It was on vacation that I finally realized that my happiness or enjoyment of a trip hinges on whether my expectations are at the very least met - let alone exceeded. The destination could be (and has been) amongst the most beautiful places in the world, yet if my treatment as consumer falls short so does my happiness.
Order envy is the worst. I love to eat and even better, I love to eat out. But the absolute killer by far is when your food arrives and the food being served to the person next to you looks SO MUCH BETTER! That my friend is order envy. Some call it by other names, but I’m sure you know it as Buyers Remorse. For me, a recent home purchase falls directly into this category and kills me just a little bit every time I pull into the garage.
I know I should be grateful to have a home yadda yadda yadda, but there isn’t a day that goes by that I’m not enveloped with a feeling of bitterness and anger toward both myself and our ridiculously awful housing market. It is obvious that I couldn’t have picked a worse item to purchase and not be happy about, but there’s a lesson to be learned by every mistake and wisdom to be gained in every circumstance.
Wednesday, October 20, 2010
Week3 EOC: Internet Privacy vs Market Research
During the last five years, the internet has become an avalanche of information that continues to envelope more and more of our everyday lives. As we learn more about the internet and its users, we begin to understand the need for research in order to truly harness this powerful resource.
How do you define internet privacy?
Internet privacy is the desire or mandate of personal privacy with respect to transactions or transmission of data via the Internet. It involves the exercise of control over the type or amount of information that persons reveal about themselves on the Internet and who may access such information. The term is often understood to mean universal Internet privacy, i.e. every user of the Internet possessing Internet privacy. (http://en.wikipedia.org/wiki/Internet_privacy )
It’s baffling that the level of privacy provided to internet users is only as secure as their competency when it comes to navigating the web. “Although the Internet has dramatically increased the scale and speed at which such data are collected, legislators should modify existing laws for the Internet, rather than create new laws or a new category of laws. For example, laws similar to those governing faxes should govern e-mail, and Internet-privacy regulations should mirror privacy laws governing traditional direct marketers.” (http://www.usatoday.com/news/opinion/ncguest2.htm )
Is your personal information safe?
We have entered into a truly defining time in our worlds history. Using the internet we now have the ability to search, sell and purchase virtually anything in the world. This luxury perpetuates our innate desire for instant gratification but comes at a price. "You'll be surprised to see what information others can find out about you. Without your knowledge and permission, most your personal records are published on Internet and are available to public. With your name or a phone number, anyone can pinpoint the house you live in and learn all kinds of detailed personal information you don't want strangers to know." (http://www.squidoo.com/personalInformation)
Although we can't stand the idea of someone or something tracking our personal information and online habits, these are the very things that make the internet such a powerful resource. By monitoring a person's online activity and associating it with their personal information allow researchers to establish demographics. These same demographics allow companies like Google, Microsoft and Mozilla the necessary information needed to build better internet experiences that feed our desire for instant access, ease of use and availability.
Week3 EOC: Making Money for Good
As Social Responsibility becomes the demand of the consumer, many For-Profit companies are racing to find their voice. “American society appears to be undergoing a crisis in trust. Most of the major organizations that we depend upon, including governments of all types, corporations, our health care system, our financial institutions, and our schools all seem to be failing us.”
As the world around us grows increasingly wary of greedy CEOs and irresponsibly run organizations, there are some companies that are striving to achieve consumer trust through social responsibility.
“… Companies like Whole Foods Market and Aveda, though not perfect, are showing that a genuine concern for social responsibility can attract a loyal customer base that is willing to pay a premium to know they are participating in a healthy eco(nomic)system. This leads to stronger than average profits from doing the right thing.”
Looking toward 2011, the ideology of social responsibility will carry a bright banner on the horizon. Many company organizations are beginning to reap the rewards of their efforts in relating to the customers that embody brand loyalty. Going green has become one of the largest social responsibility efforts since 2008 and companies like General Electric and Aveda are leading the way. “The company has made remarkable progress in energy conservation and the use of renewable energy and is currently the largest buyer of green energy in Minnesota and the 32nd largest purchaser in the US. And these strides have been made without compromising business performance. The company's sales have grown five times in 10 years.”
Wednesday, October 13, 2010
EOC Week 2: DCG - Video Games
According to cnet reviews, as of October 1, 2010 (http://reviews.cnet.com/best-video-game-consoles/?tag=centerColumnArea1.0;buyAdvice) the 5 top-rated home and portable video game consoles are as follows (based on user reviews):
According to Market Watch.com (http://www.marketwatch.com/story/video-game-firms-aim-to-stretch-consoles-lifespan-2010-06-11) the industry’s biggest players, Sony and Microsoft are making impressive progress in an effort to capture Nintendo Wii users. These two video game conglomerates are developing new motion-control systems that will integrate into their current consoles which means longer life spans and hopefully increased revenue.
If we were to apply the BCG Growth-Share Matrix to the above listed top 5 video games, our matrix would read as follows:
Stars = Nintendo Wii
Stars are high-growth, high-share businesses or products. They often need heavy investments to finance their rapid growth. Eventually their growth will slow down, and they will turn into cash cows.
Cash Cows = Sony Playstation3
Cash cows are low-growth, high-share businesses or products. These established and successful SBUs need less investment to hold their market share. Thus, they produce a lot of cash that the company uses to pay its bills and to support other SBUs that need investment.
Question Marks = Xbox 360
Question marks are low-share business units in high-growth markets. They require a lot of cash to hold their share, let alone increase it. Management has to think hard about which question marks it should try to build into stars and which should be phased out.
Dogs = Nintendo DS & Sony PSP
Dogs are low-growth, low-share businesses and products. They may generate enough cash to maintain themselves but do not promise to be large sources of cash.
The major push as we head into 2011 is focused toward motion based gaming. Nintendo is leading the industry in this regard with Sony Playstation and Microsofts Xbox 360 looking to take advantage of this growing market. Sony Playstation has done an incredible job of creating brand loyalty with the introduction of increasing popular games and of course the integrated Blueray player in each console.
Microsoft on the other hand has a bit more terrain to cover in an attempt to reclaim their previous position in the video game market. The Nintendo DS and Sony PSP are consider the “dogs” in this regard as much of the video game technology is pushing toward much more of an interactive gaming experience. While not mentioned in CNET's article, Apple's iPhone and Ipad are major contenders in the question mark category - as the potential for their gaming evolution continues to increase. It's also important to mention the decline in PC gaming as dog-worthy when ranked among these top video game systems.
Wednesday, October 6, 2010
EOC Week 1: Excellent Customer Service
Just recently my wife and I purchased a new Dyson vacuum cleaner from Costco. The need for a better vacuum stemmed from having new carpet installed in our home and wanting to keep it in the best condition possible. Obviously when purchasing items from Costco, we as return customers embrace a certain freedom with trying out new products. Everyone knows the Dyson brand is expensive, however we also know that there are certain perks that come into play when purchasing from Costco.
When my wife brought the new vacuum home, she was blown away by how much the thing sucked! Really, this vacuum sucked so well that it worked up a sweat just to push it around on the carpet. You turn the thing on and it just hunkers down like a fat cat and doesn’t want to move. With a little elbow grease we were able to clean the majority of our home and with the clear dirt reservoir it was easy to see how well the device worked.
Our problem ended up being that the vacuum sucked to well and we need to return it in order to purchase a vacuum that wasn’t so tough to push around the house. I even went as far as removing a pair of side brushes that come mounted to the vacuum and called Dyson tech support for more help in making the beast a bit more maneuverable. In the end we had no choice but to return it.
We’ve had to return just a couple of things in the last five years that we’ve been members of Costco and every time we’ve brought a product back, they’re staff was extremely easy to work with and offered no hassles in the return process. “It’s that intense customer focus that has set the stage for Zappos’ growth, as the company branches out into new categories such as electronics and home goods. “ (Marketing: An Introduction for Education Management Corporation, 10th Edition)
Costco is known for their customer service and product guarantee. For that reason we will always feel comfortable making expensive purchases through their stores.
Week 1 EOC: My Voice
Ernest Howard Stepp III - Nice name for a computer geek huh? As established as my name denotes, I’m really just a high strung guy with a keyboard and mouse that’s looking to create engaging experiences on the web. At 31 years old, it’s a pretty gutsy move to transition into a new field and hope to be successful (both as an industry professional and financially). However, it’s even gutsier to never pursue your passion and settle for a life of mediocrity.
To define who I am, it would be easiest for you to cut me right down the middle; I’m either hot or cold – none of this in between business. The creative in me is able to get lost in a design, try something new or just lie on my back and watch the clouds stroll by. The analytical part of me seeks challenges head on, excels at problem solving and craves structure above all else.
User Experience (UX) and front-end web development are what I love to do. There’s nothing better than building something with your own hands. And because what I build fulfills the vision of my client – it makes the end product extremely rewarding. I’ve always been a creative mind, but once I began learning how to build websites it allowed me to really apply who I am as a person to my life as a professional.
I’ve been pursuing web design just over four years now and have watched it grow leaps and bounds in such a short period of time. The growth of the internet and its technologies alone are one of the major reasons that I am drawn to a career working on the web. As technology continues to change, so will my job description. Pursuing something that’s in a constant state of evolution excites me and guarantees a life of continued learning and growth.
When I'm not working, sadly enough I'm usually thinking about work. I've been getting better about this but it remains a work in progress. One of my greatest hobbies is to travel. There's nothing better than stepping outside of everyday life in order to embrace the sights, sounds and culture of another city, state or country. Prior to enrolling in college, I spent a lot of my time as a volunteer. In Seattle I volunteered as a junior and senior high youth group leader. This was an exciting opportunity that allowed me to travel to Mexico to build homes with Amore Ministries. Between 2004 and 2005 we built 10 homes for families in need and grew closer to understanding of selflessness. After moving to Las Vegas, I began volunteering at the Las Vegas Rescue Mission where I provided my assistance in tutoring, graphic design and even taught at a Saturday evening worship service.
Although the last four years have been extremely busy working full-time and going to school, I anxiously look forward to the next chapter in my life. I've had the unique opportunity to pursue my college education while working in a career that not only challenges me on a daily basis, but also has refined me as a professional. In my life there are many efforts made on my behalf by family and friends. It's my hope that in the next chapter of my life I can honor the faith grace that's been provided by those closest to me.