Figure 2

Running anxiously between classes, I often find it difficult to allocate time to purchase healthy food. Nonetheless, without food to fuel my thought, my eyes begin to droop as I sit through my last lecture of the day. After reading Taylor Davis’s blog about JRINK, a company also introduced to my COMM101 class, I realized their product would serve as a great energy boost for my hectic and demanding schedule.  In fact, many students would benefit from this healthy alternative. Therefore, the company should consider expanding to universities where their “juices can provide the essential nutrient boost [to] pressed for time” (JRINK Website) students.

Figure 1

JRINK’s unique value proposition, which is to “provide a healthy and convenient solution that nourishes the needs of modern day busy people,” (JRINK Website) will assist the company in differentiating itself among a chain of fast food restaurants that currently dominate university campuses. Even amongst my peers I have noticed an increasing demand for healthy food. Many students even postpone eating for unhealthy periods of time just so they can find an alternative to the unwholesome options offered nearby. JRINK’s product will be successful on university campuses as these students turn to their juices when they need a quick boost in between classes.

*Blog content collaborated with Brooke Besley

Internal Blog: Davis, Taylor “https://blogs.ubc.ca/taylordavis/2013/11/01/paying-big-bucks-for-a-small-salad-in-a-bottle/

JRINK Website. “JRINK for Thought – JRINK Juicery.” RSS. N.p., n.d. Web. 17 Nov. 2013. <http://www.jrinkjuicery.com/blog/>.

Figure 1:  http://3.bp.blogspot.com/_Vats6vjv7o4/SkJ_sa5x2RI/AAAAAAAAAWM/8xBJY8BPH30/s200/student_running.jpg

Figure 2: http://www.jrinkjuicery.com/#about

Many companies have recently caught on to the trend of using Facebook and Twitter as a marketing strategy for their start-up businesses. However, with so many companies bombarding the news feeds and webpages of uninterested users, they are not being effective in their advertising tactics.  Rather than imitating the actions of others, start-up companies should explore innovative marketing strategies by using emerging social media.

Figure 1

For example, “Pinterest is a growing force in the online media industry,” as discussed in Brooke Besley’s blog.  After conducting further research regarding recent use of this website to advertise, I found that Toys R Us has successfully implemented Pinterest into their strategy. “The iconic toy chain now allows surfers to pin favorite items, view trending merchandise and receive product recommendations”(Campbell). Through this process companies can establish a competitive advantage by using the positive reviews posted by online users as free advertisement of their products. Furthermore, Toys R Us can create a loyal customer base as consumers can personalize their online shopping experience and continuously return to their page to reference products they were considering purchasing.

Figure 2

Pinterest, is an interactive new social media website that allows companies to take advantage of free advertising and establish reoccurring consumers.

Internal Blog:

Besley, Brooke:  https://blogs.ubc.ca/brookebesley/2013/11/11/growth-leads-to-new-marketing-strategies/

External Article:

Campbell, Jason. “Toys “R” Us Adds Social Layers to Upgraded E-site.” Daily Deal Media Daily Deal News Site Reviews Industry Data Reports Merchant Resources. N.p., n.d. Web. 17 Nov. 2013. <http://www.dailydealmedia.com/toys-r-us-adds-social-layers-to168-upgraded-e-site/>.

Figure 1:http://sweetclipart.com/multisite/sweetclipart/files/thumbtack_note_yellow.png

and http://www.stunningmesh.com/wp-content/uploads/2010/01/toys-r-us-logo.gif

Figure 2: http://sm4retired.files.wordpress.com/2013/05/pinterest-logo.png

Figure 1: Kiip Founder, Brian Wong

The recent success of mobile game apps has influenced the entrepreneurial battle to create the next million dollar app. However, a majority of released apps only earn a few thousand dollars before users become unwilling to pay for them. This issue leads many developers to seek assistance from the company Kiip.

A Sauder School of Business graduate, Brian Wong, founded Kiip after noticing that game app advertisements were frustratingly large and an app’s short life is not a result of a switch in consumer demand, rather a lack of incentive to pay associated expenses. Wong then discovered that by rewarding users with real-world prizes for their mobile game achievements, developers can keep their consumers interested and happy. Kiip’s team invented a reward system which developers implement in their apps and advertisers pay the company every time a user redeems a reward.

Figure 2

As UBC professor, Paul Cubbon, has mentioned “ideas are cheap,” therefore, the implementation process heavily influences an opportunities success. While other entrepreneurs followed the app creating trend, Kiip differentiates in that Wong approached the opportunity using his knowledge of computer sciences, giving him a unique perspective. The company’s success can be greatly attributed to his experience in different fields, which motivates me to explore new challenges that may provide similar advantages in the future.

Sources:

Figure 1:http://engineer.typemag.jp/wp-content/uploads/2013/08/kiip-wong01.jpg

Figure 2: http://www.mobilbusiness.se/polopoly_fs/kiip-1.438639.html!/image/3655388953.jpg_gen/derivatives/landscape_690/3655388953.jpg

Kiip Website: http://kiip.me/

Article: http://www.entrepreneur.com/article/222973

In a world where materiel possessions seem to dominate people’s lives, market giants such as Wal-Mart and Amazon should have consistently increasing marginal revenues. Amazon in particular should have immense supplier power as it provides consumers with a great price and free delivery for their purchases, more effectively and quicker than any competitors. Nonetheless, as recent news article ¹ reports, people are putting more value on the meaning and experiences associated with their purchases, which is resulting in decreasing margins for both Wal-Mart and Amazon.

Figure 1

As consumers are starting to shift away from buying to experiencing, company’s such as Etsy who offer vintage and handmade artifacts are benefiting from the increased demand for meaning. An example the article uses explains that rather than buying a mass reproduced tea cozy to gift to your mom, you can find an authentically made one on Etsy. Companies like Amazon cannot provide the same meaning to a relationship in their products as Etsy, and “that “meaning” has driven Etsy to almost $900 million in gross merchandize in 2012, a 71% increase over last year’s $525 million.”(Klien,1)

Now I wonder, how can the market giants prevent decreasing margins by responding to consumer demand for something intangible, without changing their entire product line?

 1.) Klein, Joshua. “Why Internet Shoppers Will Wreck Amazon.com.” MarketWatch. N.p., n.d. Web. 11 Nov. 2013. <http://www.marketwatch.com/story/why-internet-shoppers-will-wreck-amazoncom-2013-11-11>.http://www.marketwatch.com/story/why-internet-shoppers-will-wreck-amazoncom-2013-11-11

Figure 1: http://3.bp.blogspot.com/_a9-dlTwebHY/TTVM1meyNxI/AAAAAAAANrw/KAYpFBYslPU/s1600/etsyhandmade1.jpg

Etsy website: http://www.etsy.com/

Figure 1: The Original Time Horton’s

Coffee, almost every university student’s primary need and the reason a 20 minute line forms every weekday morning, to the only Tim Horton’s on the UBC campus. An interesting phenomenon in my perspective, considering a similar establishment is located within a few meters and offers the same, if not better, coffee. My observation thus poses the question, why is Tim Horton’s coffee more precious than a person’s valuable time?

Figure 2: Classic Canadian Tim Horton’s

The answer can be found outside the UBC campus, where loyal Canadian citizens willingly wait in unreasonably long line ups for their early morning “Timmies”. Tim Horton’s is embedded in Canadian culture, a result of a successfully established organizational  culture that portrays Canadian norms.  Founded in Hamilton, Ontario, and named after a hockey player, Tim Horton’s demonstrates a classic, Canadian small business success story. Now expanded to every corner of every Canadian town, the companies organizational culture is evident in the extensive politeness of their workers, the companies community leadership,  and their promotion of education when providing employees and their families with scholarships. I believe that all of these attributes portray values and beliefs that are emphasized in Canadian culture. Therefore, despite the questionable quality of the company’s coffee, Canadians have incorporated a visit to Tim Horton’s in their daily routine.

References to an external blog: http://www.wired.ca/why-do-canadians-love-tim-hortons-so-much-022022.php

More information on Tim Horton’s story can be found here: http://www.timhortons.com/ca/en/about/index.html

Figure 1:  http://www.siteselection.com/issues/2010/sep/images/TimHortonsFirstStore_20757_2.jpg

Figure 2:http://guestaurant.com/wp-content/uploads/2012/11/Tim-Hortons-fernie-british-columbia.jpg

A growing concern over health and environment issues has influenced many people’s choice “to avoid pesticides, hormones and other chemicals used in conventional farming”¹  (Chang,1). A development which food and beverage providers, that use genetically modified ingredients, are battling with, as allegations regarding the mislabeling of products have resulted in large expenditures towards legal liabilities.

On the other hand, the CEO’s of Whole Foods are avoiding the costly lawsuits by recently advocating the company’s “support to the consumer’s right to know”, and ensuring all products with genetically modified ingredients are properly labeled by 2018.

(Figure 1)

Whole Food’s has already created shared value by providing organic food to growing numbers of environmentally conscious consumers, while simultaneously supplying from and supporting local farmers. Therefore, their recent promise to complete GMO* transparency will further enhance value and competitiveness. The company will create a loyal customer base who will develop trust towards their merchandise, which along with a growing interest in organic foods will increase sales and the demand for supply from local producers. The company’s promise will not immediately lead to a higher revenue, however, is a strategic reaction to recent GMO labeling allegations that forecasts for future market profitability.

*Genetically Modified Organism

Direct Reference to Kenneth Chang’s Blog. (External): 1.)  Chang, Kenneth. “Organic Food vs. Conventional Food.” Well Organic Food vs Conventional Food Comments. N.p., n.d. Web. 08. Nov. 2013. <http://www.well.blogs.nytimes.com/2012/09/04/organic-food-vs-conventional-food/?_r=2.>

Figure 1: https://www.youtube.com/watch?v=L1sYxIpBjVM#action=share

Other sources.

http://www.wholefoodsmarket.com/mission-values/core-values/we-create-ongoing-win-win-partnerships-our-suppliers

http://www.organicconsumers.org/Organic/knightarticle.cfm