...Stick to the Core—or Go for More? “Cut!” Spike Sanchez stomped toward the stage, his arms waving the music to a stop. Wearing black from head to toe, sporting dark glasses, and sweating under the heat of the lights, he was losing his patience. A highly respected music video director, Sanchez was starting to wonder if taking on this advertising gig was such a great idea. “How many times do I have to tell you to point the logo on the can toward the camera during that move?” On stage was Maygan M, a pop singer whose star had risen in the months since she’d agreed to do this ad. She was a sweet-faced, 18-year-old beauty, dressed in a sequined, midriff-baring halter top, a skintight leopard microskirt, and platform shoes that had already tripped her up twice. She sheltered her eyes from the lights and glared at Sanchez. “Like I can even see the stupid logo,” she whined. “Maybe you could fix it on a computer or something?” “Or maybe you should just do what I say,” Sanchez shot back. “Then we might have some hope of airing this 30-second spot before your 15 minutes of fame are up!” He turned abruptly, strode off the stage, and dropped back into his director’s chair. “Let’s try it again from the top.” Maygan pouted at him for a moment and then flipped her long hair, spun around, and went back to her starting position. Sitting next to Sanchez was Ian Rafferty, cofounder and head of creative services for Advaark, a New York–based advertising agency. “Pretty tough to work with, isn’t...
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...Stick to the Core of Go for More HBS case : Stick to the core or Go for More. Verapat Lapratanakul ( VICTOR) 1. The Advaark’s core competence is creating unforgettable ads from professional, focused, and creative staffs. 2. While Caldwell is the person who is focusing on the way the company is, Rafferty tries to find where Advaark should be in the future. Mostly I think Caldwall is always right in his decision and evaluations because the case mentions when the Advaark wanted to do a new business, an interactive advertising. Caldwall canceled that project and he was right because after that customers had focused on the Internet more that interactive advertising. When Calwell reminded this story to Rafferty. Rafferty did not want to talk about this and want to stop talking about the past so this means Caldwell’s decision was accepted by Rafferty. 3. Two men, Ian Rafferty and George Caldwel, are very crucial at this company. The company that wants to grow up and survives in the business needs both of them. (1) Ian Rafferty is the future of this company. He thinks in term of what customers want and need and tries to provide that service to customers. Moreover, with his tending to attract attention personality it’s good along with all customers and future customers to know more about the company. (2) George Caldwal is an operator who has experiences in term of operational business skills and wants to stay focusing on what the company really is by focusing on...
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...HBR CASE STUDY stick to the Coreor Go for Advaark achieved phenomenal success selling one service very well But now customers are asking for more, creating a strategic dilemma that could tear the company apart by Thomas J.Waite "Cut! spike Sanchez stomped toward the stage, his arms waving the music to a stop. Wearing black from head to toe, sporting dark glasses, and sweating under the heat of the lights, he was losing his patience. A highly respected music video director, Sanchez was starting to wonder if taking on this advertising gig was such a great idea. "How many times do I have to tell you to point the logo on the can toward the camera during that move?" up!" He turned abruptly, strode off the stage, and dropped back into his director's chair. "Let's try it again from the top." Maygan pouted at him for a moment and then flipped her long hair, spun around, and went back to her starting position. Sitting next to Sanchez was Ian Rafferty, cofounder and head of creative services for Advaark, a New York-based advertising agency. "Pretty tough to work with, isn't she?" he whispered. On stage was Maygan M, a pop singer "This?" Sanchez waved his hand diswhose star had risen in the months since missively."This is nothing! Try working she'd agreed to do this ad. She was a with some rock 'n' roll dinosaur strung sweet-faced, 18-year-old beauty, dressed out on crank and wanting to make a in a sequined, midriff-baring halter top, comeback!" a skintight leopard microskirt...
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...HBS case : Stick to the core or Go for More. Verapat Lapratanakul ( VICTOR) 1. The Advaark’s core competence is creating unforgettable ads from professional, focused, and creative staffs. 2. While Caldwell is the person who is focusing on the way the company is, Rafferty tries to find where Advaark should be in the future. Mostly I think Caldwall is always right in his decision and evaluations because the case mentions when the Advaark wanted to do a new business, an interactive advertising. Caldwall canceled that project and he was right because after that customers had focused on the Internet more that interactive advertising. When Calwell reminded this story to Rafferty. Rafferty did not want to talk about this and want to stop talking about the past so this means Caldwell’s decision was accepted by Rafferty. 3. Two men, Ian Rafferty and George Caldwel, are very crucial at this company. The company that wants to grow up and survives in the business needs both of them. (1) Ian Rafferty is the future of this company. He thinks in term of what customers want and need and tries to provide that service to customers. Moreover, with his tending to attract attention personality it’s good along with all customers and future customers to know more about the company. (2) George Caldwal is an operator who has experiences in term of operational business skills and wants to stay focusing on what the company really is by focusing on being the best ads agency. ...
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...Grand Escape Travel and tours A Feasibility Study Submitted to the Faculty of the Cavite State University Bacoor, Cavite In partial fulfillment of the requirements of the degree of Bachelor of Science in Business Management Major in Marketing Arcillas, Jaycel H. Atienza, Edwelyn G. Baccol, Jasmin C. Cabillo, Judy Ann D. Dinlasan, Sarah Joy P. Dugang, Philippe Madeleine Flores, Mary Rose D. Morcelos, Karl Ramon A. Tanglao, Marilie P. October 2012 Chapter 1 Introductory Page (Sarah Joy P. Dinlasan) Name and Address of Business Grand Escape Travel and Tours #11 Biak na Bato Street, Barangay Sto. Domingo, Quezon City Names and Addresses of the Principals * Mr. Karl Ramon A. Morcelos B2 L8 Anahaw St., Garden City II Village Queens Row West Bacoor City * Ms. Philippe Madeleine Dugang B16 L17 Charity St. Queens Row Central Bacoor City * Ms. Jaycel H. Arcillas B3 A Bagong Silang Queens Row East Bacoor City Nature of Business The Grand Escape Travel and Tours aims to provide affordable and reasonable tours to their clients. The business offers services regarding the need for travel and tour packages. The business started with the principal shareholders, sharing a common goal which is to provide quality service to the customers and to give extraordinary experiences. This travel agency was created to have a deeper understanding of what can cater most to the interest...
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...George Caldwell and Ian Rafferty worked at a giant multinational advertising agency for ten years. After leaving their jobs, they have partnered, found and run Advaark, also an advertising agency, together for seven years. Several high-profile clients that they gained from their own reputation in advertising industry gave them a good start. Over time, they build trust and long-term relationship with their clients thanks to their core competency, the production of unforgettable ads. It is clear that Advaark gains its sustainable competitive advantage thanks to its experienced owners. It would be really risky if the company expands its business to strategy consulting field which neither of its owners has much experienced. However, such initiatives could bring more revenues to the firm and further grow Advaark development if successful. In this partnership, Caldwell takes care of operational activities with his sharp taste of making advertising and his know-how. Meanwhile, Rafferty is the visionary and eager to strive for more. Conservative as Caldwell is, he is reasonable when worrying the currentemployees and current clientsof Advaark. If he agrees to let Rafferty takes the new lead to strategy management, the current employees might find it hard to adapt to a new cultural environment which involves not only advertisement creative skills but strategic management skills. This organizational culture change could deeply hamper Advaark’s labor force. Besides, Advaark could easily...
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...Stick to the Core – or Go for More? Advaark Company was founded by Ian Rafferty and George Caldwell. Global Bev by Mr. Mc Williams Statement of the Problem: Is the Advaark Company will stick to its old-fashioned advertising way or will they follow the suggestions of their customers in building more strategy to survive? SWOT Analysis: Alternative Course of Action: Conclusion: Recommendation: Advaark Strategy: Stick to the Core - or Go for More? Company business and culture : A $550 million New York-based advertising firm with 400 employees. Innovative culture with creative people. Issue : Recently, one of the partners at Advaark advised Globalveb, a multibillion dollar holding company for an assortment of food and beverage, to get into energy drink business. Advice was given based on market research and growth rate of new business. Results: Successful new segment (energy drink) entry. Strategic crossroads: Should Advaark get into a new line of business, strategic consulting and services, or should it stay focused on its current business? Partner 1 Visionary, never content with status quo 1. People need this business 2. Marketing strategy service: $1.3B 3. What if our competitors get into it? 4. Offer one-stop shopping, not just ad 5. Make more by reducing cost of sales for existing clients 6. Business lines are blurring 7. We need to change with times Strategy: Move slowly into the market by developing a service for consumer products ...
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...When incorporating in the USA there is a very important question to think about – where to incorporate. The choice is generally between a home state (state where the business is conducted) and other state (just to register your company). This question arises since there is no such thing as a US corporation per se. In each state rules may differ. So we’re talking about New York Corporation, California Corporation, Nevada Corporation etc. Usually, if you conduct your business in one state, it’s recommended to incorporate in this state state. However, some states like Delaware, Nevada, Wyoming or California are considered to be the best place to incorporate. Main reasons for that are: Flexible Laws in this states. For example Delaware’s General Corporation Law is the most advanced and flexible business formation statute in the United States. Less Litigation. Business-friendly climate Charges Delaware charges $89 to incorporate. A little bit cheaper than California ($100), New York ($125), and a lot cheaper than Texas ($300). Privacy. In order to provide a level of anonymity in this states normally do not require director or officer names to be listed in the formation documents. On the other hand, despite all this positive notes regarding registration, for example, in Delaware there are several drawbacks. One of them is that in many states as well as in New York, even if you incorporate in a foreign state like Delaware, your company may still be subject to registration...
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...The following case offers a great insight into one of the most fundamental strategic questions facing enterprises: Should we expand our business into an un-chartered territory where we do not have the needed resources? Or, what if you dilute the focus on our core competence by appending ancillary business to our firm? Advaark, the company of our study, is a $550 million New York-based advertising firm with 400 employees. Recently one of the partners at Advaark advised Globalveb, a multibillion dollar holding company for an assortment of food and beverage, to get into energy drink business. Advice was given based on market research and growth rate of the new business. In this case we have “strategic cross roads”: Should Advaark gets into a new line of business, strategic consulting and services, or should it stay focused on its current business? But before answering we should stress on Advaark partners where each has his own opinion and skills. Partner 1: Is visionary and never content with status quo. His strategy is to move slowly into the market by developing a service for consumer products since he thinks: people need this business, Advaark need to change with time, Business line are blurring, making more by reducing cost of sale for existing clients and what if its competitors get into it? While Partner 2, has a sharp focus with operational skills. A strategy is to stay focusing in their competence, world class advertising agency, since strategic consulting and services is...
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...COURSE STUDY GUIDE OF MARKETING MANAGEMENT DEPARTMENT OF MARKETING Course Outline for Fall Semester 2014 Course Title :Marketing Management Course Code : Number of Credits :3 Instructor :MehwishZafar Office Hours : Thursday 12:00-2:00 Office : Faculty Room Email : zafar.m@iuk.edu.pk Course Objective In this course, students develop a critical appreciation of the basic concepts and techniques of marketing management and strategy with an emphasis on creating customer value and building customer relationships. The course develops concepts and skills necessary for marketing decision-making and illustrates how various decision-making tools apply to actual business situations. The goal of this course is to develop a disciplined process for addressing marketing issues and problems in a variety of settings, and to give students the tools and background necessary to think through marketing problems. Student Email Criteria - ‘Netiquette’ In business, as with course related correspondence, e-mail is regarded as a professional means of communication. Proper sentence structure, capitalization, and punctuation are required. Proper information must be included within each e-mail: Include the course number in subject line Make sure your name is on any attachment you mail me. I often will print them out, and then I don’t know from whom they came. For all online communication, proper “netiquette” is expected: correct spelling, correct grammar, proper formatting (avoid all caps and overuse...
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...read/write times) for storage along with a graphics card (NVIDIA GTX475) capable of delivering the type of images the designer is looking for. A system for this use would also require a processor able to handle the raw computing needs. I would use a i7 Core running at 3.0 GHz or better. This would also need to have a fast Ethernet connection for uploading or downloading of files. Engineer The computer I would choose for this profession would be very similar to that used by the Graphic Designer, except that it would not need to have as high a graphics card. It would need to have the same or higher memory and a processor at 4.0 GHz or better. Lawyer Due to the nature of this profession, I would recommend a laptop so that it could be carried around to the different places this profession would need it. For this I choose a Apple MacBook Pro. My reason for this choice is because the MacBook is small, yet powerful. The MacBook Pro is loaded with hardware and software that would make its job easy for the profession. Computers Asus - Desktop - Intel Core i7 - 12GB $949.99 4th Gen Intel® Core™ i7-4790S processor Features an 8MB cache and 3.2GHz processor speed with Turbo Boost up to 4.0GHz. Intel® Core™ i7 processor Delivers efficient multiway processing for ultimate smart performance. Intel® Turbo Boost Technology delivers extra performance when you need it and increased energy efficiency when you don't....
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...wife. Consequently, this tale portrays one of the twelve core qualities; sacrifice. Another Lakota tale, “The Story of the Trickster’s Song,” speaks of the Lakota trickster, Iktomi, who kills a flock of ducks while he pretends to be singing them a sacred song. Moreover, this story depicts the core quality truth. Finally, there was the courageous tale, “The Story of No Moccasins,” which told of a Lakota woman named No Moccasins who...
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...proximity of multiple CPU cores on the same die allows the cache coherency circuitry to operate at a much higher clock rate than is possible if the signals have to travel off-chip. Combining equivalent CPUs on a single die significantly improves the performance of cache snoop (alternative: Bus snooping) operations. Put simply, this means that signals between different CPUs travel shorter distances, and therefore those signals degrade less. These higher quality signals allow more data to be sent in a given time period since individual signals can be shorter and do not need to be repeated as often. The largest boost in performance will likely be noticed in improved response time while running CPU-intensive processes, like antivirus scans, ripping/burning media (requiring file conversion), or searching for folders. For example, if the automatic virus scan initiates while a movie is being watched, the application running the movie is far less likely to be starved of processor power, as the antivirus program will be assigned to a different processor core than the one running the movie playback. Assuming that the die can fit into the package, physically, the multi-core CPU designs require much less Printed Circuit Board (PCB) space than multi-chip SMP designs. Also, a dual-core processor uses slightly less power than two coupled single-core processors, principally because of the decreased power required to drive signals external to the chip. Furthermore, the cores share some circuitry...
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...understand their value and they were a local company in Honk Kong who stick with their cultural heritage. They focus on animals and nature , they were about reality whereas Disney was about fantasy. They did not try to compete with Disney but stick to their core competencies, roots and focus on nature and wildlife with many animal related activities and make a few changes such as: • They position themselves as a world class attraction • By letting the resident of Hong Kong know they were a home grown park who cater to families from children to grandparents • Strengthen its core competency in real nature as compared to Disney’s strength in cartoon characters. • By introducing annual pass to boost attendance. • By differentiating itself from the competition • By not trying to compete with the competitor and sticking to core competencies. • Did a create campaign that tapped into the locals psyche for seasonal holidays. • Adding to wild life by adding 33 new species of animals. • They revamp their product line. • Improve its brand image. Question 2: Ocean Park made the decision not to compete head –to-head with Disneyland. Will this strategy always work when local companies face multinational giants? Explain. I think this strategy will not always work but can work if a core competence of the local yields a long term advantage to the company, which competitive advantage. I think local companies should build on core competencies by utilizing skills that combine to strengthen the...
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...Complimentary Sample Summary Made To Stick Why Some Ideas Survive and Others Die THE SUMMARY Some stories stick with us forever. Long after we hear them, we could easily re-tell them. A lot of Aesop’s fables are like that: The Boy Who Cried Wolf, The Goose that Laid the Golden Egg, etc. We are all familiar with the opposite experience—reading an article that we can’t remember five minutes after we have finished, or listening to a lecture that leaves our brain as quickly as it enters. They are the opposite of “sticky.” Why do some ideas succeed while others fail? How do we nurture our ideas so they’ll succeed in the world? Many of us struggle with how to communicate ideas effectively, how to get our ideas to make a difference. This book is about how to do just that. In researching successful, “sticky” stories, six principles emerged. Sticky ideas shared certain traits that made them more likely to succeed. This doesn’t mean that there is a formula that guarantees success, but it does mean it is possible to greatly improve our odds. The six principles are: About the Authors Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. Dan Heath is a consultant to the Policy Programs at the Aspen Institute. A former researcher at Harvard Business School, he is a co-founder of Thinkwell, an innovative newmedia textbook company. Published by Leaders Book Summaries. 872 New Britton Rd, Carol Stream, IL 60188 No part of this...
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