Friday, October 25, 2013

Blog #6-Thoughts on Creativity


Personal Creativity:
Creativity, to me, is one of the inherent factors that make an individual unique. For me, it has been a driving factor for what I want to do professionally and what has brought me enjoyment in the past. When choosing a major within McCombs, creativity was one of the deciding factors that drew me toward marketing. This than transitioned to interest in advertising, as I wanted more flexibility in creative thinking. As I have begun the recruiting process for future career possibilities, I have found industry’s that excel in innovation and creativity more appealing. One of my most memorable creative moments for me came this past year while chairing the Texas Revue committee for the Undergraduate Business Council. I produced and directed a talent production of singing, dancing, and acting. The end result was some of my best work and that feeling of excitement and accomplishment among my peers was unforgettable. On the other hand, there have been times where I have felt less creative. Currently, i have been struggling for creativity in writing these blogs. There always seems to be something else to improve upon and it has been a creative challenge for me throughout the semester. With that being said, a challenge is always good and I’m thankful for the invested interest and constructive feedback.



Organizational Creativity:
I never really understood what an innovative company looked like, until my internship this summer. I had the opportunity to work for the advertising agency Young & Rubicam in New York and learn from some of the most creative minds in the industry. From the optimistic people to the home-like atmosphere, this company valued creativity. We had one rule in our office and it was that we could not use the word, “no.” I think this principle is a prime example of the optimistic and determined employees that worked for Young & Rubicam and thought no idea was too outrageous or impossible.  Due to the fact that most advertisers think of their most creative and innovative ideas outside the work place, the office space was a non-traditional atmosphere. From ping-pong tables, graffiti walls, lounges, and rooftop decks, the workplace offered something for everyone in order for them to feel at home. During our internship we were organized into teams and asked to come up with a New Business pitch for an existing company, which would include all the different areas of advertising. I found it more beneficial to work together as a team, because it allowed us to build off each others ideas until we came up with a final presentation that we were all proud of. The sense of accomplishment and positive feedback that we received was unforgettable.



Creative Capabilities:
I believe that creativity can come from anyone, at anyplace, and at any time. Everyone has creative ideas within them, but some need extra encouragement in order to explore and share those ideas. The key is finding a good creative thinking environment and for me, that’s Starbucks. Everyone has that place that the creative juices just seem to flow and it’s important to get in that zone with individual creativity. People argue that some of the most creative ideas have come from introverted people, but i personally believe that groupthink is the new trend for our generation. I personally enjoy working in groups. I love the idea of building off each other’s creativity and coming up with one innovative conclusion. In this environment it’s important to have the right optimistic attitude and if this is done, encouragement can be a key advantage to group thinking.



Creative Processes:
The exploration of different creative processes are vital to enhancing both individual and group  creativity. This new variety can lead to more efficient ways in solving creative problems. As far as trusting ourselves to pick the right approach, I have found trail and error to be the best method. Over time, you will begin to adapt new processes that you find more beneficial than before. As you recognize these changes, you can rearrange and adjust your schedule accordingly. For example, last year I was able to write my best essays late at night, because that was my creative preference. This year, I find this process not as beneficial as it has been in the past. After some trial and error, morning time seemed to be the new go-to process for creative writing and essays. After figuring this out, I went on to make the necessary adjustments. When it comes to matching creative problems with creative processes, I believe that there is no limit to the number of techniques that you can have and it’s based on personal preference.




Sunday, October 20, 2013

Blog #5- Visualizing Insights

Red Meat: This visualization represents the problems that red meat customers have faced, thus declining product sales. I have also highlighted solutions that can counterbalance these problems for the future. 


Wednesday, October 9, 2013

Blog #4-Business Model Analysis Report


Company:
For my business model, I will be analyzing the company Chick-fil-A.  From humble beginnings as an in-mall restaurant in Atlanta to surpassing $4 billion in system-wide sales in 2012, Chick-fil-A has redefined the chicken sandwich and fast food quality. This privately held and family owned company actually started in 1946, when owner Truett Cathy opened his first restaurant in Hapeville, George called Dwarf Grill. In 1967, this transitioned to what is currently known as Chick-fil-A. The industry category for this company is fast food. They have a variety of products that they sell, including unmatched customer service. The products include an assortment of breakfast, lunch, and dinner chicken-based options. Some of their most notable products include: their famous chicken sandwiches, chicken wraps, salads, waffle fries, and fresh squeezed lemonade. In the marketplace, Chick-fil-A has grown to the second largest quick-service chicken restaurant chain, behind KFC, with 1,700 locations in 39 states across America.

         

Interest:
Chick-fil-A to me is nothing less than an obsession. It’s the only restaurant that I would weekly drive 15 minutes to, in order to get the “in-store” experience.  This is a ritual for me and has literally become apart of my college schedule. I use this eating adventure every week to clear my head and escape campus, get some good car dancing in (vital for my stress relief), and most importantly eat some delicious food. During my internship in New York City this summer, I was not aware that Chick-fil-A was nonexistent in the area until my weekly craving began. Upon this startling and rather life-changing news, I went through stages of withdrawal and depression. This is when I realized how far my obsession had come. I know it’s crazy that something as trivial as a fast food restaurant can have such a big impact on you. To me, their customer service is unmatchable and I look forward to the “my pleasure” that I receive as part of the "in-store" experience. I love that they stand true to their values. Though they lose business, they continue to close their doors every Sunday and use it as a “day of rest.” To me, Chick-fil-A is more than a fast food restaurant. It’ s  a part of me and this is why I’m interested in analyzing their business model and discovering what makes this company so loved and successful.

Customer Segments:
When analyzing the mass market of Chick-fil-A, three strong customer segments came to mind. The first, is religious people. With strong religious values such as closing operations on Sundays, playing Christian music in most stores, and standing behind the moral principles that they believe in, Chick-fil-A attracts a strong religious following. The second customer segment is college students. With multiple locations spread throughout college campus’ in America, Chick-fil-A’s great taste and convenience has been attracting masses of college students. To prove this customer segment, I decided to walk into the Texas Union on campus around lunchtime and took a picture of the long line that had formed in front of Chick-fil-A. The third and last customer segment that comes to mind is that of families. Beyond the great quality food, the cow mascot and fun-filled playgrounds help provide entertainment for the whole family.


  



Value Proposition:
For each of these three customer segments, there are different products and services that create value. When analyzing the things that create value for the religious customer segment, customization comes to mind. From the small things like playing Christian music in the restaurant to a larger scale such as closing on Sundays, Chick-fil-A is customizing their company to fit their values and the religious segment appreciates these attributes. When evaluating the college student value proposition, I feel like I have insight advantage due to my current status. This segments value proposition is accessibility. With busy schedules and limited time to eat, college students are looking for quick accessibility and Chick-fil-A offers that with multiple college campus locations. On our college campus alone, we have 3 Chick-fil-A restaurants on or near campus. Lastly, I analyzed the value proposition for the family customer segment. Their values focus on design, especially those that have young kids. The design of Chick-fil-A is strongly centered around their open in-store atmosphere, kid-loving cow mascot, and entertaining playgrounds. This strongly appeals to families. Chick-fil-A is one of those companies that have had much success with many different customer segments, by providing the values that they want and need in a fast food environment. I find this company very interesting and that is why I want to focus and research more in-depth on their business model.


Works Cited:

"Company Fact Sheet." Chick-fil-A. N.p., n.d. Web. 9 Oct. 2013.
     <http://www.chick-fil-a.com/Company/Highlights-Fact-Sheets>.


McConnell, Alaina, and Kim Bhasin. "RANKED: The Most Popular Fast Food
     Restaurants In America." Business Insider. N.p., n.d. Web. 9 Oct. 2013.
     <http://www.businessinsider.com/
     the-most-popular-fast-food-restaurants-in-america-2012-7?op=1>.