The Entrpreneurship

The Entrpreneurship
SECTION I. Chapter 1 THE CHALLENGE OF ENTREPRENEURSHIP The Foundations of
Entrepreneurship
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Part One:
Learning Objectives 1. Define the role of the entrepreneur in business in the United States and
around the world. 2. Describe the entrepreneurial profile and evaluate your potential as an
entrepreneur. 3. Describe the benefits and drawbacks of entrepreneurship. 4. Explain the forces that
drive the growth in entrepreneurship. 5. Explain the cultural diversity of entrepreneurship. 6.
Describe the important role small business plays in our nation's economy. 7. Describe the ten deadly
mistakes of entrepreneurship and how to avoid them. 8. Put failure into the proper ... Show more
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That sparked the idea for a Web–based company that allows buyers to securely purchase tickets to
events that normally would not be available. Adam started the company from his dorm room, was
able to utilize the facilities of his school and expanded his product lines to include a wide variety of
sporting events. The University of Maryland created a forum that allows about 100 student
entrepreneurs to live and work together. That environment has inspired about twenty of those
students to start their own business. ––––––––––––––––––––––––––––––––––– Q1. In addition to
the normal obstacles of starting a business, what other barriers do young entrepreneurs face? Q2.
What advantages do young entrepreneurs have when launching a business? Q3. What advice would
you offer a fellow college student about to start a business? Q4. Work with a team of your
classmates to develop ideas about what your college or university could do to create a culture of
entrepreneurship on your campus or in your community. –––––––––––––––––––––––––––––––––––
A1. Young entrepreneurs may not be taken seriously, may have a more difficult time raising capital
and have far less practical experience. A2. Young entrepreneurs have no fear, may have little or
nothing to lose and a high level of energy. A3. College students should take advantage of the
facilities, professors, programs and opportunities that their school offers (all of which they pay for).
Discussion Opportunity: If you were to begin a
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An Eco Friendly Practice For Your Lawn And Garden
It seems so ridiculous that gardening would be an area where we need to be environmentally
conscious. After all, if you are growing green things, it should be an eco–friendly practice by
default, shouldn 't it? Unfortunately, mostly for the sake of modern convenience, there are now so
many chemicals tied up in gardening – either to make your veggies pest–free and fruitful or to make
certain your flowers are weed free and extra large – that we almost negate the positive ecological
impact of growing plants. Fortunately, there are ways to have it all – well fertilized, bug–less plants,
and a clear, green conscience. All you need to do is use all natural, environmentally sound products
for your lawn and garden. The first product you want to check out is a little thing called
diatomaceous earth. Frankly, it has so many benefits, it is almost like cheating. It is both a pest
control agent and a growth medium, and it retains water and nutrients, while assisting with drainage.
The primary drawbacks are the potential for harm to helpful insects and the dangers of inhalation,
depending on which type you buy (though these are no different than the risks with chemical
insecticides). If you visit your local nursery or big box home improvement store, they should be able
to help you find some easily. It may sound like a joke, but if you are looking for natural, eco–
friendly fertilizer with little or no odor, TerraCycle 's Worm Poop does an excellent job and you can
feel good about it for

Green Marketing Essay example
In today's day and age, everyone is concerned about the environment. Our society is increasingly
encouraged to "go green," to do our part in making the world a cleaner, more eco–friendly place.
Green marketing is one major strategy being used to promote such efforts, but is it effective? There
is some debate about this concept, including the history of green marketing, the problems with green
marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the
strategies that could be used to increase the ability of green marketing. While protecting our planet
is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green
marketing, one thing is clear: our planet still has a long ... Show more content on Helpwriting.net ...
Sunchips provides not only a "healthier" chip but also uses renewable energy and a biodegradable
bag and encourages consumers to join their eco movement. Other companies, such as Pepsi and
Volkswagen, are joining in too. The "Refresh Everything" project launched by the major soda chain
is attempting to make its product more environmentally friendly, and Volkswagen is taking even
bigger strides with its movement, "The Fun Theory," which encourages customers to be green while
making the process fun (Park 1). Other major corporations jumping on the green bandwagon include
Hewlett Packard, which boasts its recycling efforts and energy efficiency, and Ben and Jerry's with
its effort to "Lick Global Warming" and employ other eco–conscious practices (Rottkamp 1). While
these strategies have shed light on being friendly to our planet, the fact remains that the large portion
of our population simply is not embracing it. One major problem as far as companies using green
marketing and why it isn't working is that the relatively vague definition of green marketing leaves a
lot of room for loopholes. Green marketing, by simply being defined as "the marketing of products
that are assumed to be environmentally safe," allows companies to take advantage of this idea even
if their products are not the best example of green ones (McClendon 1). Most companies also don't
practice what they preach in such

Understanding Marketing Management
PART 1 Understanding Marketing Management
Chapter 1 | Defining Marketing for the 21st Century Chapter 2 | Developing Marketing Strategies
and Plans
a Ch
ter p
1
In This Chapter, We Will Address the Following Questions
1. Why is marketing important? 2. What is the scope of marketing? 3. What are some core
marketing concepts? 4. How has marketing management changed in recent years? 5. What are the
tasks necessary for successful marketing management?
One of the key factors in Barack Obama's victory in the 2008 U.S. presidential election was a well–
designed and well–executed marketing program.
Defining Marketing for the 21st Century
Formally or informally, people and organizations engage in a vast number of activities we ... Show
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By contributing to the bottom line, successful marketing also allows firms to more fully engage in
socially responsible activities.2 CEOs recognize the role of marketing in building strong brands and
a loyal customer base, intangible assets that contribute heavily to the value of a firm. Consumer
goods makers, health care insurers, nonprofit organizations, and industrial product manufacturers all
trumpet their latest marketing achievements. Many now have a chief marketing officer (CMO) to
put marketing on a more equal footing with other C–level executives such as the chief financial
officer (CFO) or chief information officer (CIO).3 Making the right marketing decisions isn't always
easy. One survey of more than a thousand senior marketing and sales executives revealed that
although 83 percent felt that marketing and sales capabilities were a top priority for their
organization's success, in rating their actual marketing effectiveness, only 6 percent felt that they
were doing an "extremely good" job.4 Marketers must decide what features to design into a new
product or service, what prices to set, where to sell products or offer services, and how much to
spend on advertising, sales, the Internet, or mobile marketing. They must make those decisions in an
Internet–fueled environment where consumers, competition, technology, and economic forces

change rapidly, and the consequences of the marketer's words and actions can quickly multiply.
When two employees

The Negative Effects Of Smoking On The Environment
Smokers possess the tendency to kill more people per year than guns. However, this does not only
include smokers, as second hand smoke also enhances the tendency of negativity on this planet.
Smokers negatively affect the environment through numerous ways and they cause irreparable
damage to the entire ecosystem, water pollution, land, air, etc. Different facts clearly depict that how
smoking creates a long lasting negative impact on this planet. The tobacco industry sacrifices around
600 million trees every year to fulfill the rising trends of smokers. Excessive amount of carbon
dioxide production takes place because of excessive cigarette smoking. The United States
contributes 16 million metric tons of carbon dioxide in a single year (Tobacco Free Life ). Managing
the tobacco industry in an effective manner would reduce the flow of carbon dioxide that would
create a proactive impact on the environment.
The Cultivation of tobacco also negatively creates an impact on the environment. The cultivation of
tobacco results in a negative effect on the land, deforestation, and world hunger. In certain third
world countries, governments emphasize mainly on tobacco cultivation and these results in limiting
the land allocated for edible food farming (Tobacco Free Life ). Different private organizations also
earn effectively through the platform because of which they opt for tobacco cultivation.
The resilient nature of this crop makes it extremely vulnerable to different diseases and pests. The
utilization of extra pesticides affects the crops and the land. Nicotine is widely used as a natural
pesticide and these pesticides possess the tendency to malign the water and soil. Some of the
commonly used pesticides in the tobacco industry are Imidacloprid, chlorpyrifos, 1,3–
Dicloropropene, etc (Tobacco Free Life ).
Tobacco not only contributes towards water pollution, but it also results in different negative aspects
including air contamination, dangers to wildlife, smoking–related fires, etc. Cigarette butts are toxic
for different animals and these animals suffered from various issues when they intake these cigarette
butts. Smoking also causes wildfires and they negatively affect different habitants that cost millions

Marketing Analysis : Kraft Foods
In the United Kingdom, Kraft Foods just recently started marketing Kenco coffee in refill bags to
match glass containers. The refill bags use 97 percent less product packaging product by weight than
a new jar, and less power in the packaging conversion procedure. In North America, Kraft Foods
lately changed its Maxwell House, Yuban and Nabob coffee brand names from steel cans to
composite paperboard that considers 30 percent much less, uses HALF recycled content as well as is
expected to remove 8.5 million pounds (3.9 million kilograms) of packaging. 3. Transforming
behavior with ingenious collaborations Kraft Foods reuses virtually 90 percent of its global
manufacturing waste. It makes sense to help customers boost their own recycling ... Show more
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The program has been so successful that it has actually broadened worldwide to the United
Kingdom as well as Canada, as well as there 's even more in the works. 4. Go with the Lean Six
Sigma program Kraft Foods implemented a Lean 6 Sigma program in 2011, as well as has employed
concerning 70 Lean 6 Sigma specialists in order to help boost its production line. As the firm
remains to see positive arise from implementing Lean 6 Sigma throughout various other areas of its
supply chain, it has dedicated more cash right into Lean 6 Sigma training, as well as has just
recently upped its adherence to the Lean Six Sigma program due to the fact that the firm has actually
seen quantifiable boosts in performance therefore, as well as in a claim previously in year 2013 they
connected a section of their increased first–quarter earnings directly to the Lean Six Sigma program.
In a market with such competitors as The Hershey Business, Kellogg as well as General Mills, it is
believed that Kraft will certainly continue to gain from its cost conserving campaigns and also will
continue to be a strong investment opportunity for shareholders. In a claim at the 2013 Citi Global
Customer seminar, Irene Rosenfeld stated that Kraft lately "worked with as

Research Paper On Colgate
Positioning
Colgate produce variety of oral care products and one of the factor that cause Colgate to success in
the market is positioning. In this case, Colgate positioned themselves as number one recommended
by dentist worldwide. Each of the Colgate's toothpaste positioned differently in the market. Colgate
Total 12 positioned itself as unbiddable protection for healthy mouth which provide 12hours
protection against bacteria. It claimed that it is the only one product that reduces bacteria that build
up by 90 per cent and worked for 12 hours in their advertisement. (Colgate Total Tv Commercials,
2016) On the other hand, Colgate Sensitive Pro Relief positioned itself as exclusive Pro–Argin for
instant relief lasting relief. Colgate Pro Relief state that they were dentist's 1st reccommendation
product for ... Show more content on Helpwriting.net ...
(Home, 2016) This is because Colgate Sensitive Pro Relief products are the first only one who had
inserted with Pro–Argin formula which is a technology that consist of arginine, calcium compound
and calcium carbonate that helped to decreased sensitivity. (FAQs, 2016) As we know, Sensodyne
toothpaste came out with products that are focusing on sensitive teeth, Colgate Sensitive Pro Relief
's positioning is seem to be very similar to Sensodyne toothpaste. Therefore, Colgate inserted
'Exclusive Pro–Argin Formula' in their advertisement and use the word 'Instant Relief' instead of
'Rapid Relief' that used by Sensodyne toothpaste so that they can be positioned and discovered
differently with Sensodyne toothpaste. Instead of producing toothpaste, Colgate also came out with
other oral care products which are mouthwash and toothbrushes under their own brand name.
Mouthwash Colgate Plax are positioned as provide cleaner, healthier mouth and

Advantages Of Not Smoking Essay
The medical advantages of not smoking for one day include: the vast majority of the nicotine is
cleared from your body your heart rate eases back to an ordinary rate and your pulse is steadier, and
your fingertips are hotter. The medical advantages of not smoking for two days include: your skin,
hair and breath notice fresher less carbon monoxide in your framework implies your lungs are more
productive. The medical advantages of not smoking for one week include: the little hair–like
structures that perfect your lungs, called cilia, are beginning to work better (a few people may hack
up some mucus for half a month) you have higher blood levels of defensive cancer prevention
agents, for example, vitamin C your feeling of smell and taste may ... Show more content on
Helpwriting.net ...
The lung functionality enhances and a year of non–smoking gives an enhanced healthy benefit to an
individual.
"There are more than 440,000 passings every year in the US caused by tobacco use and presentation
to used smoke, and it is assessed that tobacco will add to 1 billion passings worldwide amid the 21st
century" (1). Tobacco is a touchy plant to develop, and along these lines needs numerous pesticides,
fungicides what's more, herbicides are added to the product all through its developing season. Some
tobacco crops get up to sixteen uses of chemicals. Tobacco pesticides hurt winged animals what's
more, other little creatures, or potentially cause soil exhaustion; a couple of, like methyl bromide,
are known to cause ozone consumption.. "According to the General Accounting Office, every year
an estimated 27 million pounds of pesticides are sprayed onto tobacco fields In the United States"
(1). Laborers in tobacco fields are presented to these chemicals, causing a large group of issues
counting intense harming, growth, sensory system harm and birth absconds. "According to the
General Accounting Office, tobacco pesticides include some of the most dangerous pesticides used
in the United States"(1). Notwithstanding encountering the wellbeing effects of pesticide utilize,
laborers can get "green tobacco

Reflective Essay On Water Bottles
If any given person were to walk into my dorm room they most likely wouldn't be too impressed
with it. The one item that would stand out the most is water bottles. I have close to a case of empty
water bottles just sitting around my desk, my nightstand, and piled up in the recycling bin. I refill
each water bottle about 2 to 3 times after drinking one but now I'm all out and refuse to buy another
case of water bottles. I never realized how harmful they are too the environment until this class.
Never had I realized how much unnecessary waste I contribute into our environment and it's time for
me to start finding positive alternatives. I have been using water bottles for as long as I can
remember. In high school I would take about two or three water bottles a day, which was absurd
now that I look back on it. If had known how harmful they are to the environment I most likely
would've stopped using water bottles many years ago. I was pretty annoyed with myself when I
found out that around less than 20% of water bottles are actually fully recycled and that I have just
been carelessly using them all my life. After the first week of class I called my parents and asked if
they could send me some money so I could buy a Hydro Flask, which is made of stainless steel. My
father didn't understand why I needed such an expensive alternative when water bottles are so much
cheaper. I was not going to keep bugging him to buy me one since he spends so much money on my
tuition and everything

Case Analysis : ' Terracycle Inc ' By Jon Beyer And Tom Szaky
TerraCycle Inc.
In 2001, Terra Cycle was produced by Jon Beyer and Tom Szaky, both Princeton University
students. By 2003, Tom left school to pursue the business of TerraCycle full–time basis. The growth
process was slow in its infancy stages, but by 2006 several companies became interested in the
TerraCycle concept for the All–Purpose Plant Food. It was now necessary for the chief financial
officer (CFO) Betsy Cotton to discuss the future opportunities of TerraCycle the Trenton New Jersey
company (Clow & Baack, p. 41).
TerraCycle's name is derived from the word Terra which means planet earth and cycle which means
any complete round or series of occurrence that repeats or is repeated according to Dictionary.com.
TerraCycle created a ... Show more content on Helpwriting.net ...
43). There were other plant foods on the market that were selling similar products comparable to the
All–Purpose Plant Food. The two competitive gardening products were Scotts Miracle–Gro and
Spectrum brands (Clow & Baack, p. 45). Miracle–Gro was a substance that when added to water
became a fluid matter used to grow and feed plants (Clow & Baack, p. 46).
When conducting a competitive/industry analysis, what are TerraCycle's primary advantages? What
are the company's main weaknesses when compared with the competition?
TerraCycle's advantage is that they have an organic liquid plant food and their product process was
natural and environmentally friendly (Clow & Baack, p. 43). TerraCycle's main weakness comes
from not marketing to the commercial growers; instead the All–Purpose plant food was for small
gardeners (Clow & Baack, p. 47). Also, TerraCycle did not have a market for direct sales, therefore
they were negotiating deals with retailers to keep an ongoing relationship. This relationship was
passive because retailers were not paying TerraCycle in a timely manner and they were lenient on
returns (Clow & Baack, p. 47). Products were being returned and this could be thought of as either
controllable returns or uncontrollable returns. Thus Kotler & Keller denotes that lenient return
policies encourage customers to make additional purchases and helps spread the word about the
company to others, therefore creating a win–win for both the

Tom Szaky, Chief Executive And Founder Of Terracycle
Read the following article in which Tom Szaky, chief executive and founder of TerraCycle, explains
how he makes money from other people 's rubbish, and why he 's worn the same pair of jeans for a
year: http://www.bbc.co.uk/news/business–31036601
Imagine he has hired you as Vice President of Sales. Now answer these questions as completely as
you can:
1) How do you imagine the concepts of anagnorisis and peripeteia might work in this example? (1
point)
Peripeteia means a turning point or a reversal moment, while anagnorisis means a point where a
person becomes aware of his or her true nature. Tom is in turning point of his life because turning a
waste into something else is not what majority people would think of, most of us will be disgusted
by only thinking about the concept. However not for Tom, he is actually passionate in the ecological
concept and his belief of doing good and making good money at the same time, which is what
anagnorisis means. Just like the pig farmers who gathered all the wastes from big casinos in Las
Vegas, and fed his pigs with very nutritious food that eventually double size them, Tom could do the
same! Tom could utilize the waste and turn it into something profitable. He has to believe in himself
and just like Jared says, as long as you like what you're doing, people will be drawn into that
positivity. He needs to be brave because this is not what majority of people could think of, or even
brave enough to do, so he should be the stand out one and

Terracycle: Outsmarting Waste
TerraCycle: Outsmarting waste
1. Upon what basis did Szaky make decisions throughout the development of the venture?
Tom Szaky is an entrepreneur, known for starting TerraCycle, a company that makes consumer
products out of waste. Although the environment and the venture itself changed a lot throughout the
development, Szaky always remained true to himself. He believed that a waste management
business could make a profit and promote environmental protection at the same time. However, gut
instincts and being in the right place at the right time was also an important issue for the former
success – commencing with the idea for the startup business when he visited his friends and
discovered the fertilizer which they had developed. Shortage ... Show more content on
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TerraCyle turned down the money from the capital firm because they were not interested in the
environmental benefits of the product and wanted to cut out the rest of the team.
A turning point in the startups business was the idea of packaging their product in used plastic
bottles – now they could offer a product made from garbage packaged in garbage. The new
challenge was getting notable retailers to introduce their unknown and maverick product. They
managed to get an order from Walmart for 100.000 bottles which was much more than the average
order volume. TerraCycle could fulfil the contract under greatest efforts and proved that eco–
capitalism is functioning. The next major step was the defining of a new business model, called
sponsored waste. Together with Kraft Foods the startup began to made products from recycled
materials. The partnership developed fast and leads to enormous strategic challenges because of the
huge amount and storage requirements which involve high costs. TerraCycle still has to work hard
to produce a profit and struggles with the wide range of activities and products they offer.
3. What business is TerraCycle actually in? Do you think the company needs to change its business
model? Why or why not?
The primary business function of TerraCycle was manufacturing and selling compound fertilizer.
Related to their

Honest tea Essay
ACADEMIC ABSTRACT
The Honest Tea case is about an entrepreneur, Seth Goldman, who built a successful social venture
in the alternative beverage industry. After building Honest Tea to become an industry leader, Seth
faced with the decision of whether to merge with Coca–Cola and how to successfully manage the
post–merger transition. Information about the alternative beverage industry and
Seth's use of social media is presented to help determine how Honest Tea can continue to grow after
merging with Coke yet maintain the core principles that their stakeholders value.
USASBE_2011_Proceedings–Page0108
EXECUTIVE SUMMARY
Seth Goldman believed that building a successful brand meant that the company would need to
demonstrate that a ... Show more content on Helpwriting.net ...
But when we buy ten times that amount, we help create a market that multiplies far beyond our own
purchases. When we sell 32 million bottles and drink pouches with less than half the calories of
mainstream alternatives, as we did in 2007, we help displace 2,400,000,000 empty calories.
That's important, but when we sell ten times that number, we help lead a national shift toward
healthier diets."
Despite its benefits, a merger with Coke may have its share of costs, some unique to social ventures.
Once Honest Tea merges with Coca–Cola, will Honest Tea be able to continue fulfilling its social
mission? Most importantly, how can Seth persuade stakeholders, both internal and external, to
support Honest Tea's merger with Coke? Most of Honest Tea's stakeholders including employees,
consumers and independent distributors are socially focused and steadfast in their support of
socially responsible companies. How might they react to the news that Honest Tea has merged with
a national distributor and especially one with so much negative connotation associated with it? Will
they be as committed to the Honest Tea brand?
Goldman has built a solid following to his personal blog site. However, even if Seth is transparent
with customers through social media about the challenges Honest Tea faces will it be
enough

Terracycle: Case Study
Assignment # 1
Case Study – Worm Boy
The Future of Business – Page 196
February 15, 2011
Collin Nair
TerraCycle was founded in 2001 and is the brainchild of both Tom Szaky and Jon Beyer. At the time
both were freshman students at Princeton University. The two envisioned a company that was
financially profitable yet ecologically and socially responsible.
TerraCycle does business in Hazardous Waste Treatment and Disposal (NAICS)
Their primary business function is manufacturing and selling organic plant food or fertilizer.
Incorporated into their main business is an overall corporate strategy of managing waste effectively
and meeting financial, social and environmental goals, namely a triple bottom line. TerraCycles's
business ... Show more content on Helpwriting.net ...
They supplement TerraCycle's work force during the summer. His friends are his managers and are
attracted by the environmental mission, the dynamism and charisma of Tom Szaky as well as the
financial reward should the company succeed.
A host of issues have given rise to stress and much angst as Szaky attempts to develop a viable
business. His mangers, his friends, do not possess the essential business skills in Sales, Marketing
and HR to propel the company forward. Further his student volunteers are difficult to motivate over
a longer period of time, sloppy work and the lack of attention to detail is commonplace. On the plus
side these volunteers are a source of cheap labour for a start–up and may easily align with the values
and mission of the business. However inappropriate behaviour, inadequate skills and poor quality of
work will definitely not be good for business.
Expenses are mounting, an injection of additional capital is required, cash flow is non–existent and
sales are desperately needed. Amidst the stress Szaky remains focussed and true to his values and
goal, namely to eliminate waste.
Szaky as key decision maker knows that a sales breakthrough needs to happen soon or else
everything will be lost.
At this stage Szaky has a few alternatives to consider, namely * Surround himself with very strong
talent who have similar corporate values, are

Real Men Drink Coke
CASE ASSIGNMENT: COKE ZERO Chapter # 8)
Do Real Men Drink Diet Coke?
When a couple of marketing managers for Coca–Cola told attorney Elizabeth Finn Johnson that they
wanted to sue their Coke Zero colleagues for "taste infringement," she was baffled. She tried to talk
them out of it, but they were determined. They argued that Coca–Cola Classic should be protected
from the age discrimination it would suffer with the introduction of a newer, younger soft drink that
tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted,
"It's not a person! Title VII doesn't cover these things!"
What she didn't know was that the marketing managers were actors. Hidden cameras had been
planted around the meeting ... Show more content on Helpwriting.net ...
Coca–Cola is now investing more money in Coke Zero than any other brand its size, hoping it will
someday be a megabrand for the company alongside Coca–Cola Classic and Diet Coke. Chief
Marketing Officer Bayne is enthusiastic about the impact it may have on the company. "We do see
this as potentially a bit of a white knight. There's huge opportunity to grow here."
SOURCES: Jerry Adler, "Attack of the Diet Cokes," Newsweek, May 14, 2007; "Coke's New 'Coke
Zero' Faces Tough Going, UPI NewsTrack, June 13, 2005; Duane D. Stanford, "0: That's Zero. As in
No Calories," The Atlanta Journal–Constitution, March 20, 2007; "Coca–Cola Co.," MMR, October
30, 2006; http://www.cocacolazero.com.
Open–ended questions
1. Describe the specific type of consumer that the Coca–Cola Company is targeting with each of the
following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca–Cola Blak, and Full Throttle Blue
Demon. What types of demographic segmentation is each product's marketing most likely to
include?
2. Some industry analysts think soft–drink companies should develop products that will bring new
customers into the market rather than just creating variants on the old. They warn that products like
Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing
the number of consumers overall. Which Coca–Cola products are most likely to lose customers to
Coke Zero?
3.

Case Study Of United Biscuits
United Biscuits is a British multinational food manufacturer of biscuits including brands such as
Jacobs Cream Crackers, and Twiglets and a leader in green sustainability. This aim of this report is
to analyse their green sustainability strategy and how it relates to the enhancement of their triple
bottom line.
In this report I will examine their current supply chain strategy and goals with specific reference to
the operational improvements they have made in each facet of their supply chain network, critically
analyse its effectiveness on achieving their goals, address the challenges they face in the
sustainability model and finally provide workable recommendations on how they can improve their
model in the future.
The report will conclude ... Show more content on Helpwriting.net ...
An increase in inventory is likely to lead to an increase in the cost of managing the goods and also
waste output due to the fact that some of their goods might perish if stored for too long.
Sourcing
With the adoption of the SEDEX system, United Biscuits has raised the ethical standards of its
suppliers ensuring that they are in alignment with their overall sustainability strategy.
The trade–off however is a reduction in the pool of suppliers and also an increase in cost due to the
fact that the suppliers might have to increase the price of their goods in order to stay competitive.
The use of direct sourcing agreements also increases the time and cost of finding and managing new
suppliers.
Transport
The recent innovations of using waste oils as an alternative to fuel , optimising product pack and
pallet fill to maximise load and also using canal transport instead of lorries in Belgium is a cost
saving and energy efficient strategy. However the trade–off is that it reduces the frequency at which
shipments can be made, which might result in a longer consolidation period and a reduction in
inventory turnover, which leads to added

Company Analysis : Kraft Foods
ycles" material that otherwise would've gone to a landfill. TerraCycle reuses packaging to make
new, useful products. Today, Kraft Foods is the largest sponsor of TerraCycle "brigades" – collection
points – with more than 30,000 Kraft Foods–sponsored locations, and nearly seven million people
signed up to collect waste across the United States at these locations. The program has been so
successful that it has expanded internationally to the United Kingdom and Canada, and there's more
in the works.
6 sigma program
Kraft Foods implemented a Lean Six Sigma program in 2011, and has hired about 70 Lean Six
Sigma experts to help improve its production line. As the company continues to see positive results
from implementing Lean Six Sigma ... Show more content on Helpwriting.net ...
In a first quarter 2013 conference call, Tim McLevish stated that: "in manufacturing, substantially
all of our key manufacturing lines are now at Three Sigma, but only 15% have achieved Four Sigma
certification. In other parts of our supply chain, we're still at the early stages of tapping Lean Six
Sigma principles and implementing integrated business planning." Yet, even in the midst of
implementing the program, the company has seen great results.
Implementing the Lean Six Sigma program has helped make Kraft Foods an innovator in the field,
and has provided the company with significant benefits. A focus on improving efficiency and
eliminating waste has allowed Kraft to simultaneously cut costs from within the production chain.
Rather than closing plants or decreasing manufacturing, Kraft has been able to both cut costs and
increase productivity by using the Lean Six Sigma program.
Coca–Cola:
Introduction
Coca–Cola is a carbonated soft drink. It is produced by The Coca–Cola Company of Atlanta,
Georgia, and is often referred to simply as Coke (a registered trademark of The Coca–Cola
Company in the United States since March 27, 1944). Originally intended as a patent medicine
when it was invented

Pepsico Case
Daniels Fund Ethics Initiative University of New Mexico http://danielsethics.mgt.unm.edu
PepsiCo's Journey Toward an Ethical and Socially Responsible Culture
COMPANY OVERVIEW PepsiCo is one of the largest food and beverage companies in the world.
It manufactures and sells eighteen brands of beverages and snack foods and generates over $98
billion in retail sales. PepsiCo encompasses the Pepsi Cola, Frito–Lay, Tropicana, Quaker, and
Gatorade brands and offers products in over 200 countries. It currently holds 36 percent of the total
snack food market share in the U.S. and 25 percent of the market share of the refreshment beverage
industry. The company's headquarters are in New York and employs over 200,000 people. In 2006,
Michael D. ... Show more content on Helpwriting.net ...
During the 1950s, Pepsi evolved from the low cost price leader to a more lifestyle drink approach.
For example, as Americans became more health conscious, Pepsi introduced slogans such as "The
Light Refreshment" and "Refreshing Without Filling." Other new advertising campaigns included
slogans such as "Be Sociable, Have a Pepsi" and "Now Its Pepsi, For Those Who Think Young" to
concentrate on a younger market. It was this younger target market and the post–war baby boom
generation that set the stage for Pepsi's long–lasting brand image. It all started with Pepsi advertiser
Alan Pottasch, who recognized the different nature of the newest generation of consumers. Whereas
consumers before the war were more cautious and price–conscious, the post–war baby boomer
generation was carefree and hopeful. Pepsi once again capitalized on the changing environment, and
under Pottasch launched the "Pepsi Generation" campaign in 1963. The campaign was an
advertising breakthrough as it helped to set a new standard for advertising in America. The ads
portrayed happy Americans living the American dream–with their Pepsis, of course. By associating
its brand with youth and excitement, Pepsi–Cola became the forerunner of lifestyle marketing.
Future campaigns continued to promote this brand image, with slogans such as "You've Got a Lot to
Live. Pepsi's Got a Lot to Give,"

What Are The Key Objectives Of Byfoods
The Company's Mission:
ByFood's key objective is to efficiently utilize the by–products from other food industry to produce
premium snack products like granola bars and cookies. ByFoods aims to benefit both the food
industry and consumers as well.
Our target consumers are teenagers and young adults.
The byproduct obtained from the juice and wine industry is packed with dietary fiber, protein and
antioxidants. ByFood's objective is to make these nutrients available for human consumption.
ByFoods places importance on sustainability of food products.
Products and Services:
ByFoods limits itself by utilizing by products from fruit based food industry.
ByFoods plans to incorporate following list (Table 1) of by products from respective food industry
into the production of granola bars and cookies. ... Show more content on Helpwriting.net ...
Marketing and Sales Strategy:
ByFoods emphasizes on the production of healthy and nutritious snack bars. According to a survey
conducted in 2014, 56.5% of US adults consume healthy snack bars. (Source: www.statista.com).
ByFoods plans for a unique strategy to sell its non–premium products in school and University
cafeterias for students for reduced price than the market price. ByFoods plans to schedule a meeting
with school nutritionist to discuss about its products and its benefits. Despite the profit from this
incentive is low, a constant set of new customers is built.
ByFoods products meet all the criteria for USDA's smart snacks in schools.
ByFoods plans to have a website for online marketing and to conduct consumer feedback.
Creating advertisements with interesting questionnaires using Google AdWords.
Active updates and marketing through social media (Twitter, Facebook,

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