Dharma Resort is a line of resorts that found in Indonesia. The goal of the business is to combine entertainment and environmental sustainability together. The company wants to “develop a successful resort business model that is environmentally friendly, socially responsible and financially viable”.

All the information above characterized that it is a social enterprise. The resort is not only operates for relaxation, but also wants to make an impact on community.

In order for the resort to achieve its goal, it works on improving the lives of its employees and the communities. The establishment of the resort also promotes the community by allowing visitors to explore local culture and lifestyle. The resort gives its employees and visitors opportunity to

Compare to other resorts that promoting on their facilities and services, Dharma Resort also promoting its “environmental sustainability” and “social responsibility”. This distinguishes the company from others.

As a social enterprise, Dharma Resort is helping the community while operating. It also solves community issue such as education and health. The eco-friendly programs give better experiences for its guests and also establish a positive image for the brand.

“Ecological and Social Responsibility.” Ecological and Social Responsibility. N.p., n.d. Web. 21 Oct. 2012. <http://www.dharma-gili.com/responsible_development.html>.

Picture: http://www.dharma-gili.com/i/photos/beach_b.jpg

In past few years, more and more customers choose to purchase online. Wal-Mart discovers that half of its consumers choose to shop online when there was only a quarter five years ago. Online shopping businesses make life easier when they are selling almost everything with lower price, from grocery to luxury good.

After acknowledging the importance of online shopping, Wal-Mart budgets for the development for its very own online-shopping site. It works on the concept “Endless Aisle”. It allows consumers to reserve products that are out of stock with their smartphone. The company wants to use app to allow its consumer to order online and pick up their purchase at store. The Pay With Cash program is introduced for consumers who do not have credit card, that they can pay with cash when they go to pick up their purchase.

In the generation with advanced technology, lots of companies are affected by on-line shopping businesses. Customers are now more willing to purchase on-line when it is more convenience. This is the reason for Wal-Mart to explore the new market.

Welch, David. “Why Wal-Mart Is Worried About Amazon.” Businessweek. N.p., 29 Mar. 2012. Web. 08 Oct. 2012. <http://www.businessweek.com/articles/2012-03-29/why-wal-mart-is-worried-about-amazon#r=lr-fst>.

Picture: http://www.umg.ua/upload/pdf_file/internet_shopping.jpg

Coca-Cola, the well-known beverage company, launched their “Freestyle” vending machine in May in Toronto. This machine allows customers to mix their very own drink with hundreds of brands that belongs to Coca-Cola. This personalized service creates customer loyalty, when it provides choices for its customers.

Customization is also a method to gather valuable data when it provides company information of customer preference. In this way, company can set up marketing and distribution plan for their products. The “Freestyle” vending machine introduces new brands that are not familiar in the Canadian market. It helps the company to gain awareness from the public.

The trend of customization is used broadly in the market, when companies acknowledge its importance. Luxury brand, such as Burberry, launched “Bespoke” for their customers to design their trenchcoat online. The company will also charge extra for everything that adds on personal design.  On the other hand, frozen yogurt store provides self-service when customers can choose their own toppings.

Customization is definitely a valuable method for the marketing campaign. It is not only use to satisfy customers, it can also benefit the company.

KRASHINSKY, SUSAN. “Custom-mix Your Own Coketail.” The Globe and Mail. N.p., 30  Aug. 2012. Web. 06 Oct. 2012. <http://www.theglobeandmail.com/report-on-business/industry-news/marketing/custom-mix-your-own-coketail/article4510673/>.

Picture: http://beta.images.theglobeandmail.com/19c/report-on-business/article4510672.ece/ALTERNATES/w620/persuasion-coke31rib1.JPG

During next two year, calorie posting in restaurant will be established as a regulation in U.S.. However, McDonald’s chose to post the calories data for all its food on its menu board in early September. The reason for this early announcement is to establish positive image for the company. McDonald’s has been criticized for its unhealthiness. By admitting the truth, they provide a transparent business for customers. The honesty and openness of the company will be loved by their consumers.

The perception of consumers will affect the success of the company. People begin to expect more transparent companies. They want to know the resources, the production, and everything about the product that they will purchase. Timberland has been receiving impression from their Eco-Label. Even though some of the shoes were produced with only 5% renewable energy as posted, people still love the ecological idea.

It is important for marketers to impress their consumers. Product uniqueness is not the only factor that consumers use to evaluate a brand. So, more and more products want to show their ethical sides and let consumers understand their product. By doing this, they can receive impression from consumers even if their products were not perfect.

Popelka, Larry. “McDonald’s Enters the Age of Transparency.” Bloomberg   Businessweek.18 September, 2012. Web. 03 October, 2012. <http://www.businessweek.com/articles/2012-09-18/mcdonald-s-enters-the-age-of-transparencyL>.

Picture: http://upload.wikimedia.org/wikipedia/commons/e/e0/Postcards_and_magnifying_glass.jpg

An article on National Post introduced the entrepreneur experience of Renshaw Brothers. In Lee’s college life, he brought his bag along with him to stay overnight at his friends’ house. This experience inspired Lee to create “Rise and Hang Travel Gear”, a “built-in shelving system bag that separates laundry from clean clothes”. As an industrial designer, Lee made his own design and even taught himself how to sew the sample. Lee always knew that he wants to become an entrepreneur, but he did not know that this will be the product that started his business career. The Renshaw Brothers create line of products for development and advertised the product on Shopping Channel. The uniqueness and the convenience provided position the product successfully when there are no similar products in the market.

For most first-year students, future careers are still undetermined. However, experiences and problems that approach to us in school and our lives may provide inspiration for career choices.  And this is what happened for Lee and Sean Renshaw. Also, it is important for entrepreneur to find a best position for the product when it first enters the market. Be sure to impress the consumer with distinguished image and benefit.

“Brothers Bag A Deal.” National Post [Vancouver] 24 Sept. 2012. FP4. Print.

Pictures:
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http://financialpostbusiness.files.wordpress.com/2012/09/0924renshaw.jpg?w=620

European luxury brands are famous for their high-quality products. Most of these brands transformed into international companies from small family businesses.   These companies still insist that their products are all made in Italy, even when they are facing a bigger market. The “Made in Italy” label emphasize the value and the quality of these luxury-brand products. However, recent news discovers that some of these products are made in developing countries.  Some of these brands choose to assemble most parts of products in developing countries and complete the final process in Europe. This allows them to label their products as “Made in Italy”.

Brand reputation, material, but most importantly, the provenance of the products are what consumers looking for. In order to market their products to the public, companies conceal the truth to please their consumers.  With the “Made in Italy” label, businesses establish positive image. By producing in developing countries, they can earn a higher profit with lower expense in wages.  The overwhelming desire for luxury goods leads to this unethical action when the businesses capture the buying behavior of consumers.

Thomas,Dana. “Made in China on the sly.” The New York Times. N/A. 23 Nov. 2007. Web. 12 Sept. 2012. <http://www.nytimes.com/2007/11/23/opinion/23iht eddana.1.8452555.html>

Pictures:
http://www.sypel.it/sypimgdb/100%20made%20in%20italy5.jpg
http://i.ytimg.com/vi/it2MlJqrFQw/0.jpg

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