Matthew Morrow's blog

Marketers have to be conscious of the age-cycles of their consumers, as different age categories look for companies to add value to them in an assortment of ways. As  pointed out in James Shaw’s blog,  the thing that separates our generations from others is the need for consumer customization, that is the ability  to provide a product or service in ways that customers cannot only customize but also personalize the product. After personal buying experience in this area as well as recognizing a placed emphasis on this marketing tool throughout our course, I came to the realization that customization could be a point of differentiation for the company to which I am employed. I am the production manager for a locally based skmiboard company called Kayotics Skimboards. The company has been around for 11 years, retails at major board shops throughout Vancouver and the US, and also participates in a market place with only a few competitors. While my position entails several core tasks, my boss has emphasized participation in idea creation initiatives for the company. With reference to customization we have been looking for ways to separate ourselves from competitors and also allow customers to find value in our company through personalization. As our main product is skimboards we found several measures which could accomplish this task and serve as a point of differentiation. Most board companies size and product weights are  given, however sizing for the individual often is only presented by salespeople rather than right on the product. Therefore I suggested for our upcoming season not only will we present a range of suggested weights and size options for customers but also clarify the exact weight of the board as a supplement to the product info card. In this way customers will not have to adhere to common product practices which entail the rider adapt to the board, rather this tactic will allow consumers to have the product adapt to them. Hopefully this will prove to be a source for competitive advantage for our company in the upcoming season!

See you at the beach!

After having read several classmates’ blogs, I came across a familiar post one of which reflected an image revealed to us by none other COMM 290’S own Brian Graham. While the image initially enticed me I was more intrigued by my cl0ass mate, Andy Mao’s reflection on apple’s ongoing marketing tactics. The post itself reflects how successful marketing can be in taking the simplest idea and developing continuously to provide customers with a product/product line unlike any other. While apple has maintained its position at the forefront of consumer technology innovation, its success lies not with the creation of original ideas but rather in the identification of other original ones to allow for the creation of its own innovative products. As best time seller Malcolm Gladwell mentioned at a conference I attended, Apple has been able to be so successful through “tweaking” new technologies to make them consumer friendly and provide the utmost simplicity. Take for example the iPod. This mobile music device was certainly not the first of its kind. However by taking this initial idea apple was able to provide consumers worldwide with a product unlike any other, whose vast storage capabilities, sleek design and transportability has provided more value to customers than any other mp3 on the market. While this product has certainly gained position in the mobile music industry, apple marketers have been able to continually maintain and dominate the market by taking the original iPod and extending its line to develop products such as the iPod Nano and shuffle with simple if not minute changes. Undoubtedly Apple has shown the marketing world that success lies not only in creation but also in “tweaking “original ideas and innovations.

Since I was young I have always considered board sports to be an integral part of who I am. From cruising down my first slope at the age of 10 to riding the icy waves of Tofino for the last few summers I have found in increasingly

 remarkable what B.C.’s west coast has to offer. However, it was not until recently that I came to realize the detrimental effects that man is having on this place that I have come to love so much. After having been exposed to Sitka surfboards, a company whose roots have sprouted from our very own west coast, it was made apart that our beautiful landscape is being threatened. While the company was forged on the basis of promoting socially responsible behaviour for our environment, their blog come nothing short of enforcing this ideal. Specifically, after having first explored the sit for clothing, I came across a particular blog post promoting a film event to raise awareness about B.C.’s Great Bear Rainforest. Immediately I clicked the link which redirect me to a Sitka feature called Tipping Barrels that features a “unique combination of surfing and environmental journalism” (Sitka, 2012). The film perfectly portrays the beauty of B.C.’s coast, its possibilities, the threats it faces and the initiatives that must be undertaken to ensure its safety. Undoubtedly, after having discovered this film, via Sitka’ss blog the company further rooted its unique position and message over its competitors in my mind industry. Therefore, I conclude that through this company’s unique blog marketing they have been extremely effective in not only emphasizing the importance of sustainability, but aligning themselves with a movement/initiative which will certainly gain them leverage in consumer minds.

Please watch the movie, it is a remarkable piece of film with great shots of surfing and our beautiful province!

As the business world has steadily evolved, marketing has become more and more of an integral part of the success of any one company. While executive’s utmost concerns is commonly their bottom line, it is important to note that the position a company’s marketing team has instilled within the company’s customers poses a direct correlation towards success and profitability. Whether the company strategizes to become “trendsetters, unique, innovative or ahead of its time,” (Globe and Mail Update) each proves to be a point of differentiation thus allowing firms to gain market power in an increasingly competitive environment. For instance consider a local boxer company Saxx. While there could certainly be debate as to whether undergarments are a need or a want, I believe that due to the societal atmosphere we now live in this particular product can most defiantly be viewed as a need. Furthermore with these types of products, market structures often incorporate characteristics that involve fierce competition. Therefore a creative point of differentiation is fundamental to corporate success. For Saxx, the company faces fierce competitors within their industry. Specifically companies such as Joe Boxer and Calvin Klein have been producing quality products for years, each of whom offer comfort and a style particular to any male. However in the recent past this up and coming company has been able to meet the ultimate desire of any boxer wearer, comfort. Through their innovative and unique technology, Saxx’s use of the most comfortable material and development of an inner pouch which prevents irritation and overall discomfort has provided the most comfortable product of its kind. Certainly, this is one example of a company who has marketed themselves by successfully identifying the ultimate desire of their consumer and making it clearly apparent to them.

Although this course was only over a short period of time it was highly beneficial. While class content certainly focused on how to present yourself professionally, especially in terms of career path, more importantly I learned how to utilize my individual attributes in seeking success. Undoubtedly we all possess attributes that distinguish us as individuals. However throughout the course of COMM 299 I realized that my unique set of skills were not only something I had acquired overtime, but rather something that helped define my character. Through assignments such as cover letter and resume, as well as our mock interview my individual skill set was made clearly visible. Additionally I was able to ascertain the importance of my accomplishments and how my attributes were a source of these presentable accomplishments. While learning to stay relaxed and comfortable in any situations was a considerable lesson, most importantly I learned that my existing capability to act professionally, as well as my set of skills are defiantly desirable for future employees and will enable me to be successful in the business world

Throughout life there have been countless individuals who have helped shape, and influence the person I am today. From friends, family members and teachers each have contributed to the character I now possess. While close family members have certainly been primary contributors, my grandfather is one influential person who has inspired me more than anyone. Although he is now quite successful he came from a low income family, having  lived during the depression. With hard economic times he was forced to take grasp of family responsibility after the death of his father, as well as leave school in his grade nine year. However these were not the only hardships he endured. When Canada entered World War II he immediately joined the Navy. Although this was defiantly a life threatening choice, he made it through with no injuries and went on to seek an accounting career. While he had only obtained his grade nine education, his participation in the war allowed him to go through the Certified General Accountants program. After having achieved this degree he was among the few Certified General Accountants in all of Canada, and went on to live a very fulfilled and successful life. While these experiences alone have had an impact on me as his grandson, proving that with hard work and perseverance anything is possible, his influence reaches far past this. Throughout the time I have spent with him, his advice and life lessons have stuck with me more than anyone else’s. Specifically his emphasis on English as an essential skill for not only academic success but also for professionalism has taught me how to act accordingly in any situation and present myself in a appropriate manner. More importantly the family legacy he has created certainly pushed me towards pursuing a career in commerce which undoubtedly was the right choice.

Certainly the primary role of any entrepreneur is to firstly generate an idea. Recently, a movie called “the Social Network” was released, whose plot was based upon Facebook, an enormous social media engine today, which was founded based upon a simple idea. Specifically when Mark Zuckerberg, found of this multi-national company, began devising his plan, he simply wished to take the college social experience and put it online. While entrepreneurial business’s can be considerably risky, Facebook exploded on the college scene, encompassing users from numerous colleges worldwide and eventually expanded to any particular user. Much like any company, Facebook began with personal investments from is founders, enabling the project to get off the ground. However as it expanded these small funds could not support the website due to its growing popularity. As a result, Facebook found investors who issued and angel investment, establishing the company as a legitimate organization. After viewing this movie I certainly bettered my understanding of entrepreneurial businesses, additionally allowing myself to view the correlations between Facebook and the concepts which we learned in our entrepreneurial lecture.

Although when we began to look into the accounting side of business in comm. 101 it was described as dull and boring, I quite enjoyed the lectures, particularly class 12’s discussion. Specifically the various issues regarding new business ventures that were presented to us particularly caught my interest. Before this class I had simply looked at such ventures without realizing the costly effects of bringing specific projects underway. Undoubtedly each start-up venture has relevant costs to consider when commencing a project. Let’s consider electric vehicles. While the expansion of this market is a prospective one, it is not necessarily worth the limiting relevant costs. Firstly we must consider the costs of new technology behind this particular product. Obviously engineering would defiantly be relevant. Additionally manufacturers must consider the costs of producing this type of product in pre-existing, and fixed-sized plants. Most importantly companies looking to pursue this venture must also consider the availability of power stations for these specific vehicles, and possibly the costs of setting up their own stations. While these are just a few examples of relevant costs, they highlight the importance of managerial accounting when considering new business ventures.

Class 16’s lesson was very interesting. Particularly after having learned a fir amount of supply and demand in economics, it was quite interesting to view its real world applications. Additionally the overview of production, specifically for Zara was one which thoroughly represented an efficient business, who accurately forecasts consumer demand. While the lecture was highly intriguing, it additionally allowed me to apply concepts to a company that I worked for over the summer. This company is called Kayotics skimboards who is also my sponsor. My duties included the handling of shipping orders, online and to retailers as well as picking up inventory. While this employment was just only for a few months I noticed several flaws in our distribution and ordering process. Firstly, we underestimated the demand for our ‘”tractics” series of boards, resulting in unfilled orders. Additionally by the end of the skim season we had numerous boards which were leftover, and ended up in stockpiles. However this was the least of our issues. Undoubtedly the inefficient communication between myself and sales staff was the most dominant, which resulted in several misplaced orders. Certainly through forecasting and efficient communication these issues will be resolved for the upcoming skim season.

Kayotics Skimboards is a company with which I have strong ties to and is clearly an entrepreneurial company. Established in 2001 by both rider and president, John Minns developed a back yard hobby into a full fledged company, which is now a leader in the skimboard industry. Through taking a simple design and concept Kayotics skimboards has perfected the art of crafting rideable boards, much like skateboard companies of the past. Specifically his production evolved from creating boards in his backyard, to a complex manufacturing system, allowing for perfected products and mass production of these products. Now Kayotics Skimboards are in stores globally. Additionally each year the company looks to be innovative by developing new products that also advance the sport. Through developing professionally made boards, John contributed in forming the present skimboard industry, taking it from a simple activity to an extreme sport. However because the industry is so small the accumulation of wealth has yet to reach the millions. While this is a characteristic of an entrepreneurial company, Kayotics skimboards exhibit’s other traits, such as innovation, new products, entrance into a new market and new production methods which clearly distinguishes Kayotics Skimboards as an entrepreneurial company.