...The Real California Cheese case study 1/ Analyse the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful? The Happy Cows campaign developed by the CMAB contributed to create a distinct identity that is the focal point of their integrated marketing communications program. This campaign has been successful because it is really customer-orientated, using emotions and humour to reach customers. Indeed customers can easily remember the brand because it puts them in a good mood and leaves a positive image. Moreover, with humour, the campaign is more accessible and the company can reach a larger variety of consumers of all ages. Everyone can easily understand the message of the brand. The company succeeded in making creative campaign to create a real brand identity with a combination of many factors, including their name, logo, as well as their image or associations: the cow that comes to mind when consumers think about them. The use of the cow in the campaign helps to tell how California cheese is better because it comes from contented cows The success of the TV commercials has allowed the company to extend their campaign on other medias such as radio, billboard and Internet. As people had already images of the cows in their head they were able to visualize when listening to 60 second...
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...Conceptualizing a Business It is important to have a Strategic Plan to make a business be successful. A strategic business plan helps the company to define its mission and vision, giving the company a sense of purpose and direction that sets them apart from competitors (Pearce & Robinson, 2009). A mission statement also discusses the product or services conducted by the company (Pearce & Robinson, 2009). Establishing a solid mission and vision statement clearly presents to potential and existing customers what the company is about and what the plan is for the future. In this paper the subject to discuss is Edna Valley Cheese Company mission and vision statements and the values of the company and how each of the factors help to determine the company’s strategic direction. Define the Business, Product and Mission Statement Edna Valley Cheese Company is a 40 acre goat farm nestled in the middle of wine country in Central California Coast. Edna Valley Cheese Company will be crafting cheese's that will pair with fine wines and add flavors to gourmet recipes. Edna Valley Cheese Company will craft many different kinds of cheese with natural ingredients, happy and healthy animals. Edna Valley will make several varieties of soft goat cheeses including Goat Milk Feta, Olive Oil and Garlic Chevre, lightly salted Chevre, Goat Brie, Smoked Castelo Branco, Dutch Goat Gouda, and Murcia al Vino (drunken goat cheese). All cheese will be made with fresh goat milk and will...
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...Who Moved My Cheese Book Review Davenport University HRMG 314 Robert Schultz April 14, 2013 Introduction Who moved my Cheese is a book about a team of two mice and a team of two miniature executives who each run through a maze in search of cheese. One of the corridors in the maze had an abundance of cheese. All goes well until somebody moved the cheese. Authors Ken Blanchard and Dr. Spencer Johnson have a unique way of showing us an important message that can radically alter the way we cope with change. Cheese is a metaphor for what you want in life, a good job, a loving relationship, money or a possession, health or peace of mind (Mission, 2009 slide 2). The maze is where you look for what you want. Most people are fearful of change because they don't believe they have any control over how or when it happens to them. Since change happens either to the individual or by the individual, authors Ken Blanchard and Dr. Spencer Johnson shows us that what matters most is the attitude we have about change. The Characters The four imaginary characters in the story are Sniff, Scurry, Hem & Haw. Sniff and Scurry are mice; Hem & Haw are two mini people. When the four imaginary characters notice that their cheese is declining, which was always there, they have different attitudes on what to do about it. The mice, Sniff and Scurry, deal with change rather simplistically. Being animals, the mice are more adaptable to change and react to the loss of...
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...Marketing Plan: Phase I Kelly Addis, Jillian Caldwell, Kristen Kobyluck, Jaclyn Portugal, & Honey Spoon MKT/421 April 24, 2011 Matt Rosenberg Marketing Plan: Phase I During week two, Learning Team B will take a thorough look at the Olive Garden Italian Restaurant chain. Team B has decided that a new appetizer item should be added to the restaurant menu. The appetizer item being considered is cheese filled breadsticks served with Marinara sauce. The team will begin this marketing plan by giving an overview of the Olive Garden Restaurant, along with a detailed description of the new menu item being considered. They will also explain why marketing plays an important role in the restaurants success. A SWOTT analysis will be given to introduce all the strengths, weaknesses, opportunities, threats, and trends that should be considered prior to introducing this new appetizer to their menu. Finally, a marketing research approach will be decided upon and used to develop the marketing strategy and tactics for this new appetizer item. Olive Garden Restaurant General Mills originally created the Olive Garden restaurants in 1982. In June of 1995, General Mills moved the Olive Garden division to its newly developed Darden Restaurants, Inc. Olive Garden has quickly become the largest casual dining restaurant company in the world. Olive Garden uses Italy as its basis of inspiration and attempts to focus on hospitality and a pleasing dining experience. In 1999...
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...Research Project Cheese Origins, history and where it is now found in the world In the ancient eras, during the Greeks and Romans’ time, cheese was an important trade product and was mentioned extensively in the literature of the day (including in Homer’s odyssey, whereby Cyclops Polyphemus’s cave have description on cheese’s production). In the first century AD, The Roman writer Apicius states the steps in cheese production when writing. The Roman word for cheese is caseus, which is derived from the word casein, which means milk protein that is curdled to make cheese. The French word for cheese fromage and Italian is formaggio and Italian word, which come from the Greek word formos which stands for form or mould. Essentially, cheese is produce by curdling fermented milk then removing the liquid that forms which is known as the whey. The curds are generally curdled using rennet; a substance extracted from the stomach of animals such as cows, and salt is used to flavor it. It was unclear when exactly rennet was first used, but there is assumption that it was by the Etruscans, during the fifth and sixth century BC. The Romans were the ones who pioneered the method of cooking curds in cheese making, allowing for longer shelf life, enabling harder cheese to be trade and transport conveniently. The combination of bacteria used to ferment the milk, in combination with kind of milk and particular type of cheese-making method used, plus the action of time as cheese is matured, are...
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...Who moved my Cheese I mostly identify with Hem and Haw, they are two little people. They are happy at first doing what comes naturally and eating what is in front of them. As time goes on the cheese begins to lessen and they eventually have no cheese, but they wait to see if more cheese will appear. When no cheese appears they eventually go out into the maze looking for more but they are afraid to move far from the place where the original cheese was. I feel I most identify with Hem and Haw because they are afraid to change but know that if they want to eat they will have to change. I was afraid at first to come back to school because I am in my twenties and not used to the studying. At first coming back to school was very hard for me because I hadn’t been in school since high school. I thought it would be hard to balance my everyday life out with having a child and work and then adding school into the mix. The book informs the reader to anticipate change, adapt and enjoy change. It underlines the fact that we should always anticipate change. There is no doubt that change is a constant in our lives, however, very few individuals take their time to anticipate it , or even plan on how to overcome the tribulations or opportunities that change might bring their way. Throughout the book, I also learn that the most important ingredient in dealing with changes is attitude. A lot of individuals fail to achieve their goals because they don't embrace change and think of...
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...Grilled Cheese and Sex Sex can be related to just about everything a person does every single day. It is one of our most basic and primitive instincts to want to reproduce. Sex can be the reason a person dresses nicely, workouts, and even aspires to be a successful person. An article posted this past week by fox news shows that there is a correlation between the numbers of times a person has sex each month and how much a person likes to eat grilled cheese sandwiches. The network surveyed 4,600 users in this study to find about the correlation of sex and grilled cheese. The survey not only showed what the most favored types of grilled cheese was but also showed that those who ate more grilled cheese had more sex than a person who did not like the sandwich. For example one probably did not know that 32 percent of those that prefer grilled cheese have sex a minimum of six times a month compared to only 27 percent of those that do not like the sandwich. It also showed that 73 percent of grilled cheese fans have sex once a month while 63 percent of those who oppose the sandwich have sex once a month. It is very interesting how such a distinct correlation could be made between the amount of sex a person has and their favorability towards a sandwich. It shows how society plays such an important role. The survey also revealed that those who prefer the sandwich also are more charitable and likely to more adventurous activities. It would be very interesting to see how a person like...
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...Art comes in many shapes and forms. From things such as paintings, music, and even the occasional sandwich making. Yes, you heard correctly. You are probably thinking it’s so easy to make a sandwich all one has to do is throw in some bread, meat, cheese, and maybe some lettuce if you’re feeling a little crazy. No. Everything you think you know about sandwiches is wrong. This essay will show you how I became the world renowned sandwich artist and how you too can become one. It was an end of a very busy day. Muscles ached and all my body wanted to do was drown in a pool of pillows and blankets. As I made my way to my bedroom a sudden grumble came from the pit of my stomach. I haven’t eaten all day and my poor stomach and I were hungry. I walked...
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...Running Head: JAMES REASON'S SWISS CHEESE THEORY James Reason's Swiss Cheese Theory [Name of the Writer] [Name of the Institution] James Reason's Swiss Cheese Theory Introduction The model of Swiss cheese is a model of accident causation which is used risk management and its analysis in system of healthcare, aviation, and engineering. Swiss Cheeses Model compares human system to Swiss cheese slices. The slices are piled together with one another. Basically it was founded in 1990, by James T. Reason, a British psychologist of University of Manchester. The model gained wide acceptance and has been used by healthcare industry, emergency services organizations, aviation industry, and safety industry since it was developed. It is also known as cumulative act effect. According to a survey, in most of the cases, there can be four levels of failure for an accident: unsafe supervision, unsafe act of themselves, organizational influence, and preconditions for unsafe acts. James T. Reason, in his Swiss Cheese Model developed defenses of organization against the failure and represented barriers as slices of Swiss cheese. And individual weaknesses are shown by the holes in the slices as part of the system, and all holes are different in position and sizes in those slices. The failure of the system occurs when holes in slices simultaneously align in aggregate, giving permission, as James Reason's said “a trajectory of accident opportunity", so that in...
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...quest to find cheese. They work together. Sniff, “sniffed ahead” and Scurry, “scurried ahead” looking for cheese. Their effective team work allowed them to stay on the cheese. In order to work effectively together the two of them had to communicate well with each other. Hem and Haw did not work together. 2. Listening * Sniff and Scurry demonstrated how important it is to listen to each other. By listening to each other they were able to navigate the maze and find cheese. Hem demonstrated how not to listen. Hem would not listen to Haw when Haw was trying to get him to move forward. 3. Motivate * Haw used motivational quotes to communicate with not only others but himself. His quotes kept him focused on changing with change. His quotes were also left for Hem, in case he decided to join the journey. 4. Imagination and Creativity * Spencer Johnson, the author used his imagination in creating these characters, the maze, and the cheese. His ability to use his imagination and creativity was an effective communication tool. If the book had been about four ordinary people, the book would not have the same effect. 5. Accept Change * A person should realize if they are not changing and looking to get better they will get comfortable and be left behind the times. Don’t be afraid to change. Change is a good thing. Make the most of it. A person should move from their comfort zones. 6. Have a faith * You will find a new cheese if you start...
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...the cheese? The story about “who moved my cheese” starts with a group of friends who meet up to have lunch after their High School reunion. As they are waiting for lunch, all of the classmates wanted to hear about what was happening in each other’s lives; therefore, they all began to converse with each other. Most of the topics touched over lunch, were about life in general and how most of their lives didn’t turn out the way they expected it would, instead their lives turned out very differently. As the conversation progressed they all realized that even though they had not kept in-touch throughout the years and were all going through different situations, they were all feeling the same way, afraid of “change”. All of them were trying to cope with these feelings of unexpected changes occurring in their lives throughout the years. Michael, the storyteller, starts out by telling the classmates that at one point in his life; he too felt the same way until he heard a funny story about cheese. He went on by telling them how this story changed his way of thinking and views of life in general. At this point the author begins to describe, symbolically, the manner in which so many different people in this world deal with all kinds of situations and changes in their lives. There are four characters in the story; two mice, Sniff and Scurry and two little people, Hem and Haw. The characters in the story are all about finding cheese, they treasured the cheese very...
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...1. Introduction Hilmar Cheese was founded in 1984 and has grown to be one of the world’s largest cheese manufacturers in the world. Together with their business unit, Hilmar Ingredients, they serve customers in over 50 countries. Hilmar started out producing just cheese, but because Hilmar Cheese is always looking for ways to improve their business they were able to build facilities to further process their milk. So in 1994 they built what is now known as the whey protein and lactose plants. Since then Hilmar has found use in 100% of the milk making sure they produce no waste. Although, Hilmar Cheese Company has been expanding their business at their Hilmar facility for many years it wasn’t until 2007 that Hilmar finally opened up a second manufacturing facility in Dehart, Texas. Now less than a decade later they are opening their third manufacturing site, however, this one will only produce Skim and Whole milk powder, no cheese. Hilmar Cheese Company “specializes in the production of natural cheeses utilized by private labels and national brands, retail, and foodservice companies across America” (Hilmarcheese.com). Their natural cheeses consist of Cheddar, Monterey Jack and Colby. However, Hilmar does manufacture other cheeses such as Gouda, Monster, and Mozzarella. Additionally, Hilmar Ingredients manufactures whey protein concentrates, whey protein hydrolysates, whey protein isolates, and three grades of edible lactose: edible, refined, and ultra-refined. The ingredients...
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...Book Summary Who Moved my Cheese? There are four characters in this story; Snif and scurry, and Ham and Haw, who we might recognise as ourselves when dealing with changes. Their actions reflect how we might have reacted when faced with the similar situation. Sniff and Scurry are two little mice with simple mind and thinking process. Their mission to “FIND’ cheese. Hem and Haw are little people with complicated mind and thinking process. Their mission also to 'FIND' a cheese. The mice and little people both are very hard working. They woke up early morning and scurrying around the maze looking for a cheese. They normally found bits and pieces of cheese her and there until one day they found one room full of cheese. Four of them were happy and enjoyed the cheese so much. After finding one room (section C) full of cheese, they went there every day. They followed the routine every day. Hem and Haw started to get lazy, going there a bit late because they always think that the cheese will always be there. However one day, they found that the cheese in section C was gone. Sniff and scurry was there earlier than them and there were sniffing and scurrying here and there, go round and round wondering where the cheeses have gone. After being sure there was no more cheese there, Sniff and Scurry decided to go back to the maze to find new cheese outside. Sniff and Scurry put their running shoes and wondering whether Hem and Haw are following them. Unfortunately they just...
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...Reaction Paper on “Who Moved My Cheese?” The story “Who Moved My Cheese?” demonstrates that we should adapt change our lives whether we want it or not, and what is important is how we manage it. This is a story of two mice and two little people that live in and around a maze looking for cheese. The cheese is a symbol for what they want in life, whether it is a relationship, a job, or health. The maze symbolizes your life and where you look for what you want, whether it is in your place of work or family. Using two mice and two little people, the story illustrates that it is how we handle change that will decide how happy we are. It allows us to see the choices and challenges we face daily from a different perception. When we are not so close to the situation, we can see opportunities to exercise faith or fear, to grow or be contented. The story tells an amazing way on how to deal with change in our work and even in our life. It helps us to face our fear and be strong to face the reality of change. But most of us are afraid of changes because it is meant to bring something different. Changes can be a blessing or a curse, depending on what are your perceptions. If we view change as a positive outcome it helps us to move on and forget the past easily, as “Haw” did in the story. On the other hand if we view change as a negative outcome, it destroy us and get trap on the past just like “Hem”. I prefer to be just like Haw, a person who learn from his mistakes, accept, moved on and...
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...Moved My Cheese is a well-articulated business fable about how to deal with change in organizations, personal life, and in various situations involving changing paradigms. There are four characters identified in the fable and are described in the below figure. It’s important to note that both Sniff and Scurry are mice in the story and Hem and Haw represent two little people. This paper is being written with the objective of identifying the character in the fable which is least like me (or who least represents my views of change) and discuss his point of view. The character that I will select for this brief analysis is Hem. Application Analysis Hem’s character in the fable describes a typical person in an organization that has gotten comfortable. As the story points out, cheese represents that something or idea of something that we all search for that brings a level of satisfaction, completeness, or joy to us. Both Hem and Haw race through this maze, which represents where we go to look to find our own cheese, and finds cheese at Cheese Station C. After some time, there is a noticeable shrinking of supplies and Sniff and Scurry sees the change and anticipates it and adapts to it fairly quickly. Hem and Haw don’t and both spend considerable time wondering where the cheese went and how to bring it back. In some instances they were both determined to wait for its return. After some time, Haw decides that waiting is not the answer. Someone moved the cheese and he...
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