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Cool Burst


            
            
             The primary problem of the CoolBurst case pertains to the C., Luisa Reboredo, devising a method to combat stagnant revenues and profits. Despite CoolBurst having been a consistently growing company, revenues and profits had remained constant for the past four years. Luisa knew something had to be done to rectify the problem. .
             One cause of the company's stunted growth was the lack of an inventive strategic plan. They had continued to use what had worked historically, and discouraged innovative brainstorming or any form of straying from the company norms. This proved detrimental to their organization as the industry had evolved over the years. Other forces in the industry had capitalized on this notion by attending to the changing demands of the consumers. .
             Analysis.
             Increased competition put pressure on CoolBurst's industry. Luisa was fortunate enough to have a revelation courtesy of her son. It was at this moment Luisa understood what needed to be done to survive in the industry. A potential segment of the market was currently unattainable. An unappealing product for young adults coupled with a lack of product availability restricted CoolBurst's success. .
             Other companies had awareness to the demands of the youth. Exotic flavored beverages were readily available. Electrifying names, such as Thirst Smashers, combined with the innovative flavors allowed competition to capture a market segment that went unclaimed by CoolBurst. CoolBurst neglected to foster a creative and innovative environment for the employees. This type of environment was crucial to maintain prosperity in the beverage industry. CoolBurst needed to redefine its reputation to the consumer, and to do that, redefine its reputation to its employees. .
             One fault of CoolBurst's management was that good performance was not rewarded with positive reinforcement. Ironically, the very idea for the flavor Luisa's son exuberantly enjoyed was one that had been conceived by CoolBurst's beverage scientists.


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