What’s a current event, new release, or something new with the company or the industry it represents?

BUAD 3000 Career Development II

Discovery Project Part 3: Merging the Brands

Sections 1 and 2: Company Focus and Merging the Brands

67 Points total–57 points for substance of responses; 10 for typos and grammar

Due by 11:59 p.m., Sunday, September 18, 2016 in the Blackboard Assignment Drop Box

Late Assignments Are Not Accepted

 

Introduction for Part 3 Drawing from your Company Focus section in Part 3, your understanding of your marketable skills, and additional research you have gathered about your company, you are prepared to merge your personal brand with your company’s brand.  The true mark of an adaptable candidate is one who is able to recognize how to brand him/herself for every company pursued.  You must be able to convince an employer that you can easily transition into its culture because your priorities are similar to its priorities.

 

Submission Directions Complete sections 1 and 2 in their entirety prior to submitting a Microsoft Word document in the Blackboard Assignment Drop Box by 11:59 p.m., Sunday, September 18, 2016.  Similar to Part 2, you will repeat some submission information to validate the importance of returning to your research as you build your brand.  Upon submitting in Blackboard, take and save a screen shot of the successful submission message to verify the assignment was submitted.

 

Section 1 Company/Organization Focus This is the information that “draws” you to the organization.  Try to capture any of the following points from the company’s website: vision, philosophy, set of core values/priorities, or mission.  You will incorporate this information into your cover letter, application, and interview responses—in essence, your “brand.”  Note: some organizations are intentional (specifically labeling “vision,” “values,” etc.) when placing this information on their websites.  If you are having difficulty locating it, ask for help!

 

  1. Type the company name _______________________________________ 2 points

 

  1. Write in, describe or copy and paste the vision, philosophy, core values, etc.., in the text box below. 5 points (0-2=Needs Improvement, 3-4=Acceptable, 5=Excellent)
 

 

 

 

 

  1. Type in the text box why you believe this organization would be a good “fit” for you. Why do you want to work for it? This should be a unique explanation that only you can deliver.  10 points  (0-4=Needs Improvement, 5-8=Acceptable, 9-10=Excellent)
 

 

 

 

 

Section 2 Merging the Brands 40 points

The true test in this process of “discovery” is your ability to recognize how the organization’s brand is synergic with yours.  How do they complement one another?  If you can conceptualize how your brand blends with this organization, you will be able to wage a branding campaign for any employer.

 

Complete the Brand Merging Table below.  Apply great effort to merging your and your organization’s brands by composing statements that mimic interview responses.  The reader should be able to review your table and appreciate that you have made intentional, convincing connections between the two brands presented.  If the reader does not observe a “connection” or similar phrases in the YOUR BRAND column as in the COMPANY BRAND column, the response is not on target.  Each response will be rated on a scale of 0 to 5 (0-2=Needs Improvement, 3-4=Acceptable, 5=Excellent) for a total of 40 points.  This is, without a doubt, the most difficult part of the assignment.  Take it seriously!  Refer to the sample on pages 4 to 5 for guidance on how to complete this Brand Merging Table.

 

1. Who does the company serve?  Who are this company’s customers?  Be specific. 1. In an interview, what would you say to convince an employer that you would be able to serve their customers?  Be specific.
1. Response

 

 

1. Response

 

 

 

 
2. What’s a current event, new release, or something new with the company or the industry it represents?  (you will probably need to research this using Carlson Library resources, or company pages on platforms such as LinkedIn or Facebook).  Be specific.

 

2. In an interview, what would you say to an employer about this current event to demonstrate your awareness and understanding of its impact on the company?  Be specific.

 

2. Response

 

2. Response

 

 

 

 
3. Explain, in your own words, the company’s vision and values.  Be specific. 3. In an interview, how would you show an employer that you share their vision and values?  What would you say to convince the employer that, with your shared vision and values, you would succeed for them?  Be specific.
3. Response

 

 

3. Response
 

 

 
4. What separates them from their competition?  What is their competitive advantage?  Be specific. 4. In an interview, how would you describe your competitive advantage?  What separates you from your peers?  Be specific.
4. Response

 

 

4. Response

 

Remember, up to 10 points will be added pending the number of grammar or typographical errors are found

 

Submission Requirements When completed, submit this portion of the assignment, Sections 1 and 2, in the Blackboard Assignment Drop Box by 11:59 p.m., Sunday, September 18, 2016.  Ensure that you observe the Blackboard verification for submission.  Take a screen shot and save the successful submission message to verify the submission occurred.  An assignment that you think was submitted, yet is not in the Grade Center, will not be considered.

Sample Entry

 

Section 1 Company/Organization Focus

 

  1. Type the company name ________________________________________________

 

  1. Write in, describe or copy and paste the vision, philosophy, core values, etc.., in the text box below. 5 points
We’re passionate about glass and consumers are, too. In fact, studies show that consumers prefer glass to any other packaging material. And for good reason — glass is recyclable, safe and preserves the taste of the food and beverages we all enjoy.

 

Our passion

We recently launched Glass Is Life™, a global movement to celebrate the passion we all share for glass. The campaign shares the stories of consumers, CEOs and environmentalists who are inspired to choose glass and highlights the qualities of glass, including sustainability and quality.

 

Our history

Our founder, Michael J. Owens, invented the automatic bottle-making machine, which became the foundation for today’s glassmaking industry. Our rich history of innovation, unparalleled expertise and global reach make O-I the world’s leader in glass packaging.

 

Our sustainability

We believe glass is the most sustainable packaging choice. Study results support our belief. Read the first complete life cycle assessment study for glass to discover why O-I glass has a lower carbon footprint than PET plastic.

 

Our innovation

Our experts imagine innovative new packaging design concepts. Our team of Ph.D. scientists, packaging designers and manufacturing experts transform those ideas into iconic glass containers. Our latest innovations include internally embossed beer bottles and the lightest-weight wine bottles ever made. Learn more about O-I’s capabilities.

 

Our customers

Glass showcases brands in the marketplace better than other packaging material. We collaborate with our customers and get to know their businesses so we can create glass containers that reflect the quality and value of their products.

 

Our insights

Through deep customer engagement and rigorous research, we identify market opportunities for products and glass packaging. In South America, the result was a new bottle size for beer – the 250-milliliter product – which helped customers tap into a previously undiscovered consumer trend. That’s just one example of how O-I helps businesses grow their market share by showcasing their products in distinct glass containers. Contact us for details on collaborating with you.

 

 

  1. Type in the text box why you believe this organization would be a good “fit” for you. Why do you want to work for it?  This should be a unique explanation that only you can deliver.  10 points  (0-4=Needs Improvement, 5-8=Acceptable, 9-10=Excellent)
I would like to work for Owens-Illinois because I believe I am equally passionate about sustainability.  Ever since I was a child, my parents stressed to me the adages, “Waste not, want not,” and “Reduce, reuse, recycle.”  In high school I created the recycling club and launched several awareness campaigns at school and in our community to show how easy and beneficial it is to recycle.  I believe we need to take care of our earth today for future generations.  Owens-Illinois would be a great place for me to partner my current commitment with theirs.

 

 

Section 2 Merging the Brands 40 points

The true test in this process of “discovery” is your ability to recognize how the organization’s brand is synergic with yours.  How do they complement one another?  If you can conceptualize how your brand blends with this organization, you will be able to wage a branding campaign for any employer.

 

Complete the Brand Merging Table below.  Apply great effort to merging your and your organization’s brands by composing statements that mimic interview responses.  The reader should be able to review your table and appreciate that you have made intentional, convincing connections between the two brands presented.  If the reader does not observe a “connection” or similar phrases in the YOUR BRAND column as in the COMPANY BRAND column, the response is not on target.  Each response will be rated on a scale of 0 to 5 (0-2=Needs Improvement, 3-4=Acceptable, 5=Excellent) for a total of 40 points.  This is, without a doubt, the most difficult part of the assignment.  Take it seriously!

 

1. Who does the company serve?  Who are this company’s customers?  Be specific. 1. In an interview, what would you say to convince an employer that you would be able to serve their customers?  Be specific.
1. Response

O-I is known as the world’s leading glass container manufacturer, with 77 plants in 21 countries.  Having been in operation since 1903 with global headquarters in Perrysburg, OH, they enter many markets including: high quality glass packaging for beer, wine, spirits, food, non-alcoholic beverages, cosmetics, and pharmaceuticals.  O-I’s products can also be found in our kitchens and dining rooms, as they also produce tableware and stemware.  They have more than 1900 worldwide glass patents; offer more than 10,000 products; and develop upwards of 600-plus new product solutions each year.

1. Response

I am acutely aware of the importance of sustainability and trying to leave our world in good condition for our children.  My commitment to the environment has been strong ever since I was in high school when I founded our recycling club.  When I combine my passion for sustainability, desire to work for a global company in human resources, and the fact that global headquarters are in my own back yard of Perrysburg, OH, I believe I can promote O-I with the same passion as its founder.  In short, I want to make glass “my life.”

   
2. What’s a current event, new release, or something new with the company or the industry it represents?  (you will probably need to research this using Carlson Library resources, or company pages on platforms such as LinkedIn or Facebook).  Be specific.

 

2. In an interview, what would you say to an employer about this current event to demonstrate your awareness and understanding of its impact on the company?  Be specific.

 

2. Response

On LinkedIn and on the company news page, I discovered that O-I is consolidating its senior leadership roles by naming Andres Lopez President of Glass Containers and Chief Operating Officer of O-I.  According to the news release on the company website, Lopez joined O-I in 1986 in Columbia.  This move is the Board of Directors’ “next step” in succession planning.  It appears Lopez’s lengthy tenure, knowledge of the industry and O-I’s customers and markets, commitment to innovation and strategy, and ability to communicate, and optimize talent are some of his valued qualities.  Lopez was named president of O-I Americas in August of 2014, after having served five years as President of O-I South America.  Now, he will oversee business and operations in all of the company’s regions.

2. Response

From my observations, O-I is making aggressive changes in its leadership.  It appears that Lopez has a history of strategizing and maximizing processes that secure O-I’s solid position in the industry.  As a human resources professional, I am especially drawn to what appears to be Lopez’s ability to communicate with and develop any company’s most valuable resource: its people.  Thus, the impact on this event is exciting and affirming in my decision to pursue O-I’s HR internship.  It would be wise of me to research O-I’s internship and Lopez’s path to see how I might build a convincing brand that would be attractive to the hiring authorities.  This kind of in-depth research will set me apart from my competition.

   
3. Explain, in your own words, the company’s vision and values.  Be specific. 3. In an interview, how would you show an employer that you share their vision and values?  What would you say to convince the employer that, with your shared vision and values, you would succeed for them?  Be specific.
3. Response

Everything I read about O-I promotes a steady theme of valuing and being passionate about glass.  Their campaign, “Glass is Life,” is the foundation for their assertion that they and their customers prefer glass because it is “recyclable, safe, and preserves the taste of the food and beverages.”  Their history, innovation, sustainability, customers, and insights drive a constant desire be the global leader in the glass packaging industry, emphasizing sustainability and quality.  O-I engineers draw from their historic roots, when Michael J. Owens developed the automatic bottle making machine, to innovate products that lessen their carbon footprint in our world.  By knowing and researching their customers, they develop insights to meet market “opportunities,” thus contributing to their annual, admirable production solutions (more than 600).  For O-I, “Glass is Life,” is more than just a clever slogan.  No matter the client they serve, is it indeed their passion.

3. Response

My vision is to recruit, hire, train, develop, and retain the best, most committed staff in a community and for a company I support.  As a lifelong resident of Northwest Ohio, I have long admired O-I and its dedication to sustainability, and to the community where it is based.  My values align with O-I’s because I, too, admire innovation when I approach developing solutions for staffing.  The passion O-I has for glass reflects closely the passion I have for the field of human resources.  Growing up, I always wanted to be the team captain when we played outside or on recess.  As captain, I would strategize ways to select my teams so we would have the best chance at defeating our competition.  Throughout the game, I would suggest innovative ways we could build our offense and defend our goal.  Include my commitment to sustainability with these other values, and it is clear (as glass) that my values are the same as O-I’s, making me a likely candidate for this internship.

   
4. What separates them from their competition?  What is their competitive advantage?  Be specific. 4. In an interview, how would you describe your competitive advantage?  What separates you from your peers?  Be specific.
4. Response

A review of O-I’s SWOT October 2014 Analysis, notes a few strengths, three of which I’ll address here.

· Wide geographical presence – because of the wide geographic reach (21 countries), it is less likely to be impacted by regional threats.

· Robust customer base – O-I possesses strong brand partnerships with multi-year contracts.  The strength of companies like MillerCoors, Coca-Cola, and Heineken produce consistent, mutually beneficial profits.

· Strong research and development initiatives – significant investment in research and development allows the company to improve its production processes and innovate and launch new products, or as mentioned earlier, “opportunities” that align with their market desires, strengthening their presence.  I am especially interested in this “edge” given O-I’s roots in developing products reminiscent of its founder back in 1903, which shows its commitment to leading in their markets.

4. Response

My competitive advantage for this position is that I believe I am connected to O-I.  Consider the similarities.

· Perrysburg is home for both of us.

· We each, and always have, valued sustainability.

· Innovation is critical to the way we approach opportunities for change.

· Research allows them to develop solutions to their markets’ needs, and, it allows me to continually enhance my knowledge of their business and the HR functions that I can learn as an intern to help O-I thrive in its markets.

I am prepared and ready to accept the challenge to perform as an intern who probably knows more about O-I than any other candidate.  My commitment to join O-I’s team is solid.  If given the chance to secure this lifelong dream, I will dedicate all of my efforts to be that intern who is considered for a full-time offer.  Then, I’ll really be able to say, “Glass is Life.”

 

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