Anita Kong's Blog

Vancity has currently ranked 29^th on the list of Top 50 employers. It has also been recognized on Canada Best Diversity Employers list in 2011. The company has a dominant organizational culture in such that there is acceptance of diversity. It has set values and policies that pertain to daily activities, including ethical policies. Most importantly, the company has made corporate social responsibility integral to how it does business. I think this is what makes Vancity a strong contender for not just the credit union industry but as a company overall. It is able to differentiate itself from competitors by valuing aspects shared by everyone. As technology is modernizing the way tasks are accomplished, concerns for the environment are increasing as well as a greater need for job satisfaction.

The company provides microloans for start-up entrepreneur green businesses or technology. With the increased awareness of the environment, Vancity is using this corporate social responsibility strategy to market itself. By doing so, people will perceive that the company is socially responsible and does not only consider profit maximizing opportunities. I believe that in order for a business to be successful it has to cater to customer values before its profits.

References:

https://www.vancity.com/MyBusiness/BusinessFinancing/GreenBusiness/MicroLoansForGreenBusinessAndEcoTechnology/

http://www.vancouversun.com/jobs/Vancity+staff+into+changing+world/7458027/story.html

Hostees Brands Inc., the producer of Twinkies, Wonder Bread, and Ding Dongs, decided to liquidate its business after it failed to reach an agreement with striking workers. The company simply did not have enough workers to keep up with operations.

What lead to this?

The company growth strategy’s main focus was on operations and optimizing to reduce costs. However, a key factor that was neglected was its product lines, which over time the unresolved issue contributes to the company’s current position today. In order to lower margins, the company financed itself with debt piled on top of debt, resulting in $670 million owed in 5 years.

Hostees’ dilemma can be attributed to the company’s failure to adapt its business model to market trends. There is an increasing focus for healthy lifestyles, which result in a change in diet as people substitute away from junk food. The company failed to adapt when there was an opportunity for it to create products with a higher margin that could compete in the market.

It is crucial that a company is flexible to change and aware of market trends in order to sustain its business.  Hostee’s case is a prime example of the effect of not doing so.

References:

http://www.theprovince.com/business/fp/Twinkies+maker+Hostess+going+business+putting+almost+work/7561754/story.html#axzz2CfMNvjLs

http://www.forbes.com/sites/adamhartung/2012/11/18/hostess-twinkie-defense-is-a-management-failure/

Microsoft recently announced that it would be closing Windows Live Messenger in March 2013 worldwide, except China. In replacement, Microsoft will focus on Skype. Based on the Internet analysis firm, Comscore, the US audience for Windows Live Messenger had fallen by 48 percent from 2009 to 2010.  Moreover, the audience for Skype has grown.

I think this is a strategic decision for the company because Microsoft identified industry trends early on and reacted. Having purchased Skype for $8 million last year and forming a partnership with Facebook, it is able to utilize both of these major companies to its advantage. There will be an option for users to connect their friends on Facebook with Skype. With the increasing popularity of Facebook, Skype presents a feature of video chat with friends. In addition, Microsoft will be implementing Skype into its smartphone software. This will allow for mobile video conferencing, a feature that Windows Live Messenger does not.

Based on Microsoft’s focus to broaden the audience of Skype users, I find that the tactics used are clever. The changes that Microsoft wants to implement will merely feel like an upgrade for chat users—users will be able to synchronize Windows Live Messenger contacts and connect to Facebook friends as well!

References:

http://www.bbc.co.uk/news/technology-20222998

http://www.insidermonkey.com/blog/microsoft-corporation-msft-skype-will-replace-messenger-27713/

I recently came across a Startup Marketing Blog by Sean Ellis. The blogger, Sean Ellis is the founder and CEO of Qualaroo, a company that helps companies to determine the metrics needed to improve visitor engagement for their websites. This blog provides advice for all categories of marketing. I found it interesting because this site is not just a typical blog; it is produced to serve its readers by addressing their marketing concerns. There is a pop-up reminder that encourages the viewer to comment on blog post ideas. This is effective because Sean communicates his expertise according to what readers want to see.

The layout of the blog is organized and easy to navigate because there are headings for each category. I found that this was effective because it was simple and informative. Sean ties in his own personal experiences in his blog posts and provides recommendations on how they could have been improved. This tactic makes his posts engaging and relatable to readers. In addition, he provides videos to better communicate his ideas.

Overall, I found this blog to be insightful and engaging because the blogger is fully committed to educating his readers.

In response to Adrianne Erdman’s blog, I disagree that there are no downsides to the Power Tab. The idea for Energy Aware’s Power Tab to become popular in Canada will not be met without difficulty.

Statistics indicate that Canada has one of the lowest electricity prices in the world. This is due to the vast number of available energy sources. Canadians may see no advantage to reduce energy consumption by saving on already low prices.

Another major factor that may turn Canadians away from the Power Tab are the controversies surrounding BC Hydro’s smart meters. The Power Tab is a device that will work alongside the smart meter to provide data of energy consumption. In order to utilize the Power Tab, the product must be registered with BC Hydro. In addition to valuing the environment and money, Canadians value privacy and this device will support BC Hydro’s intrusion on privacy. BC Hydro will also have access to cumulative data of energy usage from smart meters that over time will reveal consumer behaviour such as when a family is on vacation.

I predict that it will be a slow progression for Power Tabs to enter the Canadian market.

Sources:

http://knowyourpower.ca/the-value-of-electricity/electricity-prices/

http://www.computerworld.com/s/article/9233265/Smart_meters_not_so_clever_about_privacy_researchers_find

https://blogs.ubc.ca/adrianne/2012/11/12/potential-for-energy-awares-power-tab-in-canada/

http://www.energy-aware.com/our-products/ihd/