Case Study Analysis Bush Boake Allen Marketing Essay

Case Study Analysis Bush Boake Allen Marketing Essay 1. Introduction Since its foundation in 1966 by merging of three British companies, Bush Boake Allen had been outstanding and known to one of the leading firms in the flavor and fragrance industry. The firm seemed to be in a stable industry as such food and fragrance are closely associated with people’s daily life. However, BBA had to be coped with the cost pressure and high risk given the traditional business model. On the top of that, by using new technologies, some firms can analyze production cost information of flavor and even chemical components as well. That made flavor prices in the market might be forced to decrease (Stefan Thomke and Ashok Nimgade 2000). For the above reasons, Julian Boyden, CEO of BBA is about to begin new business strategy called â€Å"Mercury Project† which allows their customers to actually participate in flavor development process via online-based application software. In a setting where customers can handle flavor, there may be some adv antages in terms of time-saving and high-rate acceptance by customers themselves who manipulate flavors in the development. This may bring about substantial change not only to the firm’s business model but also relationship between the firm and customers. The thing is, however, not absolutely optimistic to the firm, as senior managers of BBA countered the new approach may be somewhat challenging and controversial on following several issues. First and foremost of all, the firm may be concerned with how much they give customers authority to control flavor development. This is related to where the flavor sample product machine should be located. For example, if customers get an authority to control the flavor development in their sites, they had to pay half million dollar for machine which may be not very affordable to the customers. Secondly, even if the customer has an opportunity to manipulate the new machine, they could be frustrated if they have difficulty operating the ma chine and software or fail to get the flavor they initially wanted. What is more, even customers who take advantage of the new software might underestimate flavorsists of the firm. Thirdly, the role of marketing is doubtful in the new business model. Traditionally, division of marketing had significant impact on the firm performance due to the fact that marketers closely had relationship with their customers from the flavor development to delivery of finished sample. On the other hand, as customers can directly involve in flavor development, task of marketers may decline. This paper will begin with the overview of the company and market environment of that time period. Then the paper will continue with the analysis of the business strategy and present managerial recommendations for Bush Boake Allen in the end. 2. Company Overview: Bush Boake Allen Since its foundation in 1966 by merging of three British companies including Bush Ltd., A. Boake Roberts Ltd., and Stafford Allen Ltd5), Bush Boake Allen, Inc had provided flavors and fragrances to the consumer products companies for use in foods, beverages, soaps and detergents, and so on. The BBA’s key global strategy had been â€Å"maintaining a decentralized structure. They tried to give empowerment to regional subsidiaries to locally make their decision (Stefan Thomke and Ashok Nimgade 2000). Especially in 1980’s, through a â€Å"Gaps in Maps† strategy, they started to launched global sites to accomplish consistent supply to customers and meet the local preferences. By 2000, BBA had 6 major sites Montvale, Dallas, London, Chennai, Singapore, and 13 minor sites worldwide.

Code of Ethics Assignment Example | Topics and Well Written Essays - 250 words

Code of Ethics - Assignment Example List the rules and principles that your company will use in decision making. The rules and principles that one’s company will use in decision making conform to the four ethical rules or principles, to wit: utilitarian, moral rights, justice, and practical rules (Jones, 2007, p. 150). Provide a brief explanation of why you selected each rule and principle. The utilitarian rule is chosen because it stipulates following policies that would provide the greatest benefit for the greatest amount of people. Given a scenario that needs decision making, this rule would govern the most viable course of action that would ensure greatest benefits for the stakeholders or inflicting the least harm. Likewise, for moral rights, the company should adhere to â€Å"one that protects people’s rights to freedom, life and safety, property, privacy, free speech, and freedom of conscience† (Jones, 2007, p. 150). Justice, on the other hand, must be promoted within the company by instituting rules, policies and procedures that are fair and impartial. And finally, the practical rules govern a manager’s decision-making where a course of action should be selected with â€Å"no hesitation about communicating to society because the typical person would think it is accepta ble† (Jones, 2007, p. 151). These four rules and principles ensure that the company’s decision-making process conforms to the ethical, moral and legal standards expected by society and acceptable to various

Further Principles of Trusts Project Essay Example | Topics and Well Written Essays - 1250 words

Further Principles of Trusts Project - Essay Example The management of the amount has been left entirely to the discretion of the trustees, who by default, now have the power to invest the funds for the benefit of the entire trust of the deceased. Hence at the outset, the immediate dispersal of funds to the nephews and nieces is not a mandatory requirement on the part of the trustees, who have the power to invest it as they see fit. IT must be clarified straight away, that the trust fund for the nephews and nieces does not entitle them to immediately be entitled to all of the proceeds, hence dispersal of the total amount of 500,000 pounds is out of the question. It must also be noted that among the nephews and nieces of Alan Benson, the deceased, only two are above the age of 18. The Trustees now have the power to invest trust funds by default and they have the option to invest the entire capital of 500,000 pounds for the benefit of all the beneficiaries, i.e, the four children, until all of them reach the age of eighteen. Since the Trustees will be expected to invest the funds or manage them to the best of their ability for the benefit of those named as beneficiaries of the trust, there is a pre-existing factor working against the breaking up of the total trust amount into its four constituent parts of 125,000 pounds, which each child will be entitled to. By immediately disbursing the funds of the trust as requested in Tahir Hussain’s letter, the trustees run the risk of being accused of mismanaging the funds, especially if the proposed ventures, i.e, expansion of existing business and vacations trips, etc are not successful and res ult in a loss of monies, thereby contravening the goal of allocation of these funds for the benefit of those children. It is significant to note that no restriction has been imposed in the will on the trustees’ power of investment of the funds, which suggests that the original intent of the deceased may have been to ensure that the allocation of 500,000