Terri Briggs has been around the block. For the past twenty years she has been an accountant, a customer service person, a specialist and a manager. All of which she did with Masco Cabinetry. She has spent time in the “trenches” working her way up the corporate ladder while obtaining her Bachelor’s degree in Management and Organizational Development from Spring Arbor University. Terri is a Certified Human Resource Specialist and a Six Sigma Green Belt. Today Terri is the Manager of the Contract Review Center for Masco Cabinetry. Her experience in accounts receivable, human resources, and now in contracts have given her a wide range of knowledge about Masco Cabinetry. For these reasons, she was an excellent subject to interview.
Vision, Mission, Values, and Ethical Principles
Masco Cabinetry’s mission has always been to “Be the market leader in providing kitchen and bath solutions with meaningful innovation for customers, designers and consumers” (Employee Handbook, 2012). The company has been achieving success in one or more of those areas for the past 68 years. Each year Masco Cabinetry has developed new door styles, finishes, and products to meet the demands of homeowners and home builders.
As stated by Simpson (1994), the intent of a company’s vision should be to move forward and create enthusiasm amongst employees. Masco Cabinetry’s vision faltered in the early days of the recession. The vision created by its previous president was “One brand in one out of every two homes” (Employee Handbook, 2012). This vision, at the height of the recession was meant to create energy and drive, the opposite happened as many employees felt the goal was too lofty given the state of the economy. Today’s executive team is hard at ...
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...ing sustainable competitive advantage. Journal of International Management Studies, 6(1), 1-7. Retrieved from http://search.proquest.com/docview/867910311?accountid=28644
Masco Cabinetry. (2012). Salaried Employee Handbook
Merillat Brand Essence 2013. (2013, January 1). YouTube. Retrieved May 22, 2014, from http://www.youtube.com/watch?v=Hsqvi0W2--g
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Simpson, D. (1994). Rethinking vision and mission. Planning Review, 22(5), 9. Retrieved from http://search.proquest.com/docview/194363735?accountid=28644 Tryon, K. (2014). Healthy staff increase productivity. Occupational Health, 66(4), 11. Retrieved from http://search.proquest.com/docview/1520016252?accountid=28644
Both, vision and mission statements provide purpose to organizations. Therefore, they should set the foundation for the strategic planning process. However, if and organizations strategic direction evolves, leaders should consider revising the organization’s mission and vision
During 1990’s, the Home Depot was well renowned for its amazing customer service as orange- blooded entrepreneurial culture and outstanding customer service. Since the initiation Home Depot took a long-term approach by training its employees to form enduring customer relationships rather than push for incremental sales gains. This made the company grow very quickly becoming the fastest
Branding is defined as “the promot[ion] of a product or service by identifying it with a particular brand” (Merriam-Webster, 2015). Branding is also used to create a corporate image or brand by utilizing logos, corporate statements, and other images that will be associated with or displayed on all of that company’s products (Wolak, 2002). A brand is a valuable, enduring asset that is essential in creating and maintaining competitive advantage in an industry (Wolak, 2002; Murphy, 1988). This corporate asset can be just as important as the product or service behind it, because it carries name recognition and peace of mind to customers in the purchase decisions they make everyday (Hall, 2008). Brands essentially work as a “shorthand device” for consumers to evaluate product decisions by conveying a message of uniform quality, credibility, and experience
...t and satisfactions. In addition, IKEA’s threats are poor understanding of cultural needs and demands. Economically, IKEA's growth had increased due to their low price furniture. The threats, are IKEA had failures to look into the quality of the product. Technologically, IKEA products able to standardized globally. Perhaps, to maintained IKEA's business they tried to stabilize their business with different angles such as stabilizing political status by maintaining good rapport and follow legalization rules all countries. IKEA has also use good method of approaching all the people and improve the performance of their services and products. Furthermore, the entrepreneurs good in assessing, planning and implementing accordingly in order to face any challenges. IKEA has able to accommodate the actual demand in the market towards new technology and younger generations.
In order to create a successful brand extension, we have to heuristically decide how to raise the sale of our business and put the right strategies in the right time. As an illustration, Marks & Spencer, the retail sale of clothing, has been auspiciously broadened its new goodies and services such as the retail sale of food, furniture, and financial service. After extended, Marks & Spencer found out that the Financial services now account for 18 percent of the group's total operating profit. Withal, plenty people still believe that brand extension leads a business to a failure. It is not about the brand extension but it is about how we understand and manage
In the 1990’s, Home Depot followed a differentiation business model. It focused on distinguishing itself from the competitors with knowledgeable, helpful employees,
Brands have become such a major economic force in the global economy that they have become more important than the very firms which sustain them. They have become the means of delivering market value, shareholder wealth, livelihood, prosperity and culture. You think I am overrating them? Read on.
Major escalation in the amount and kind of investments necessary to support a successful brand. Total brand management takes a variety of forms: Heavy investments in information systems, customer service which contribute to marketing of the core product, Leveraging innovations, marketing investments and trade promotions over a coherent brand port...
One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve and increase the leading market position and marketing activities to increase brand equity will be discussed and critically evaluated.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
Brand could be anything a name, sign, term, symbol or a design that differentiate a company’s product and services it from the competitors. Brands directly affect the consumer’s purchase behavior (Erdem, et al., 2002). Furthermore, Branding is a mean for differentiation which leads to get competitive advantage over customers, brand equity helps in building a brand (pappu, et al., 2005).
Aaker, D.A., (1991), “Managing Brand Equity: Capitalizing on the Value of a Brand Name”. New York: Free Press. P. 134-140
Hence the corporation needs to evaluate and possibly adjust the corporate branding strategy on a regular basis. Obviously, a corporate brand should stay relevant, differentiated and consistent throughout time, so it is a crucial balance. The basic parts of the corporate branding strategy like vision, identity, personality and values are not to be changed often as they are the basic components. The changes are rather small and involve the thousands of daily actions and interpersonal behaviors, which the corporations employ as part of the brand marketing efforts. But make sure complacency does not take root in the organization and affects the goal setting. The strong brands are the ones which are driven forward by owners whom never get tired
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.