This paper will be discussing the manufacturing company Coca-Cola and the service company of Starbucks. I will be discussing the impact that innovation, design and creativity have had on the companies strategies. These factors are important in discussing because it will give insight into why the company has made the decisions it has. I will discuss certain processes, some of the products or the services which are offered. Coca cola is a company that has many responsibilities that include marketing, manufacturing, and they work with other companies who bottle and sell their products.
The bottling companies are the ones who work closet with distributors and consumers. in 2006 coke helped make bottling operations easier by creating the Bottling Investments operating group which brought all their company owned bottling operations into one. This is one way which coke improved one of tis processes. Coke has developed within the past year a framework to help improve innovation that is based on important points in their value chain. The three main points they have focused on are process innovation, thought leadership and collaboration.
Process innovation deals with making their business more efficient. Thought leadership deals with getting a better understanding of solutions to new problems and upcoming challenges. Collaboration this deals with more communication between not just their suppliers but also their customers to help have more input in dealing with existing challenges. They are using these strategies but still want to do more. Coke continually will find better ways of doing within their own company to improve operations to make things more efficient and effective.
The Research paper on Case Study Of Innovation At 3M
Introduction Creativity & innovation is important for enterprises, especially high-tech corporations. In the trend of extensive globalization, it is almost impossible for any enterprise to survive in the business world without seeking help from creative innovations. The paper focuses on significance of creativity & innovation in the operation of a famous company—-3M. 3M is a ...
Coke has implemented equipment which monitors water and energy use on their manufacturing lines this is linked to a computer system which gives them real time feedback. They also have a system in place to receive ideas from their employees which is done through their ICON Awards. Also using packaging made from plant based materials helps as well. Let’s talk about how design has played a role with coke. It all started with Raymond Lowery he is often called the “father of modern design” and he was an important person in a lot of the classic design within the last century. He was hired at coke originally to help improve vending machines.
He did this but only was able to complete his true design after WWII. He was rehired by coke to complete this which featured a more streamlined look easier access for customers and a bottle opener as well as place to dispose of the caps. It also had the message on “Have a coke”. He also improved the design of the soda fountain machine which increased output and streamlined its look. He also redesigned the look of the trucks and designed to be able to carry more product to stores as well as a weatherproof compartment to keep advertising materials for stores in good shape.
He did play a role in the contour bottle design though that idea goes to the root bottle company. He was a part of designing the king size bottles and the family packs as well as a member of the team that slimmed down the quart size bottle. His design ideas helped to revolutionize the design aspect of coke. Creativity is another important aspect of the coke company. “Creativity is the crucial variable in the process of turning knowledge into value” John Kao(Harvard Business School) this is a great quote to suggest how important creativity is.
Creativity is about people. Coke has to be extremely create because their product stays the same the packaging might change so they must find other ways to be creative. This can be done by changing the ways of communicating and the method of communicating. This can be done by creating a love for the brand this makes people want to buy more coke products from soda to t-shirts and other items. This is one reason for their slogan “Open Happiness”. Another way Coke has used creativity is by following the new healthier trend they answered this by creating Coke Zero.
The Term Paper on General Nutrition Company Products Gnc
Company Background General Nutrition Companies Inc. , was founded 65 years ago in Pittsburgh, Pennsylvania on the premise that Americans wanted to maintain control over their health. David Shakir ian founded the company. In 1935 he launched a dream of his by establishing a little health food store in Pittsburgh, Pennsylvania. He called it Lackzoom. The products that were offered at his store ...
They also showed creativity in their recycling program they did this buy crating a chair made from 111 recycled coke bottles a creative to show how committed you are to being a greener company. Coke is even creating a vending system that will be able to dispense 112 different coke products now that’s creative. Coke also offers a huge variety of products to appeal to a lot of different people this embodies both creativity and innovation such as their bottled water and energy drinks. “Creativity is about seeing what everybody has seen and thinking what nobody has though” Dr.
Albert von Szent-Gyorgy(Nobel Prize Winner) this is what Coke is doing and to remain successful must continue to do. Next I will be discussing the service based company I have chosen Starbucks. In a service based company new products as well as good customer service and listening to customer feedback are important. Starbucks decided to push the envelope with a new blonde roast coffee because taking risks in such a competitive market can set you apart from the crowd if you can offer something different than your competitor.
The only problem with new products is there is no guarantee that your customers will like it. Starbucks in creating the blonde roast coffee goes against it the company’s belief that dark roasts are better than light ones. The reason behind creating the light roast was to appeal to a broader spectrum of coffee drinkers. It took them quite a while to find the perfect beans roasting time and temperature before it was finally considered ready. This was one way that they used innovation and creativity together to help their company prosper.
Starbucks had been in a slump for a few years but through doing different things within their company such as cutting costs, closing franchise that were not doing well, improving their efficiency and supply chain. They also expanded more into the global market a lot of it in China. They also besides offering the blonde roast created instant coffee which did extremely well. They also began offering their coffee in grocery stores to. Starbucks also created a program called Jobs for USA. It is a program to help create jobs in parts of the U. S. that need it most. They would sell bracelets at$5 dollars apiece to help with the program.
The Term Paper on Starbucks: Delivering Customer Service 3
The focus of the paper is to explore the marketing process at Starbucks and evaluate the firm’s decisions. Marketing concepts portrayed in the case will be examined as well. Mission Statement The company’s mission is to: Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. Starbuck’s mission ...
The bracelets were also made in America which was not an easy thing to do because most items like these are made overseas. This was another way that Starbucks was able to generate renewed interest from customers. The idea for this program came from not some think tank within the company but from customers’ emails who expressed concern about the jobs market. It took Starbucks only 30 days to get this project ready to launch not an easy feat with such a large company. After a couple of months had passed a progress report which showed he had raised $2 million for different organizations.
Though not an over whelming success it was a step in the right direction. Starbucks also had in the works a line of products centered on health and wellness. Products like fruit and vegetable juices. They are planning on opening two of the health and wellness stores in Seattle where the company is based. Starbucks also experiments with lighting decor anything to make their stores feel more inviting will help a customer feel comfortable and maybe come back more often or stay longer. They also concentrate on creating long term value in the community and for their employees.
This is a very basic thing to do because happy employees are more productive and customers see this so are happy to come back. A major design change for Starbucks was when they changed their company’s logo. Design is an important part through the company especially in their stores which I mentioned in the previous part with lighting and such. The reason behind the company changing their logo is to coincide with the company’s new direction. They chose a new wordless logo because Starbucks intends to expand beyond just coffee into other markets.
The Business plan on Starbucks Coffee Market Customer
... must be ways to measure the customer! |s perceptions of the company. The customers are what make Starbucks what it is today, and to ... in the US market to increase their product sales from the stores that carry Starbucks coffee drinks, like Seven Eleven that carry ... carry donuts, breakfast sandwiches, bagels and other morning food. Starbucks interest to change to compete with Tim Horton! |s may hurt ...
This was not the first time they had changed their logo though it had been changed three previous times. When Starbucks fell on hard times they had to go back to what made them great. They began closing stores, doing employee retraining, offered more customizable options for customer’s coffee drinks. The stores also offered rewards programs and Wi-Fi as well as more of a local feel for the community in which they were located. They began expanding their retail products as well. It also began more heavily marketing their other products Tazo tea and Seattle’s Best Coffee.
They are also considering some very different changes such as allowing customers to order and pay with their mobile phones, to allow customers to earn rewards on not just items bought at Starbucks locations but also at grocery or other stores. They are even thinking about offering beer and wine at night in some of their locations and checking on some food business options. With all the new changes it was time for a new design to the logo to represent the new Starbucks. Though service companies and manufacturing companies are very different they do both deal with a lot of the same issues.
They must both stay ahead of that competition through new innovation whether it be new products in the case of Coke or taking your company in a whole new direction like Starbucks. Creativity is also important to both companies for Coke finding new ways to market your product for Starbucks exploring new ideas and markets. Deign for Coke making your product greener for the environment by changing the bottle design and what is made of and for Starbucks creating a new logo to express that your company is ready to move forward.
