subject: An Internationally Known, Northern Based, One Man Band Brand [print this page] An Internationally Known, Northern Based, One Man Band Brand
We have just completed an assignment to help a successful enterprise that is almost an international institution, deal with the problems arising from its significant growth over past years, but which until now had continued to be run as a 'one man band' by its founder, which we thought would make a seasonal case study.The strengths of the operation were immediately obvious even before we had arrived, with arguably one of the best known, instantly recognisable and universally popular brand names in the world. At the same time, this very success was at the root of the enterprise's operational problems, due to the worldwide scale and logistical problems of arranging deliveries, often in circumstances of extensive snow. In particular, while many businesses have issues due to the seasonality of demand, in this case the operation faced an extreme example in that the whole supply operation was conducted on a single night of the year. The operation was set up in Turkey, but relocated to its present base in northern Scandinavia many years ago for a number of strategic reasons. These included to be within the EU and close to both its skilled workforce, or 'little helpers' as they are known within the operation, and its key transport infrastructure. Every business has its own issues. Cash flow management and finance raising were particular problems to be addressed in this case for example, which was hardly surprising when the operation relied on donations of mince pies and carrots for its main source of income. At the same time, whatever changes were required, o recognising the vital importance of maintaining the core brand values and culture was vital within an organisation where the CEO was still known by his affectionate nickname of 'St Nick.'Luckily we also realised that one of the business's key strengths, the loyalty and belief of its customers could be used as the tool to help overcome these challenges.The key to this successful business transformation involved taking advantage of the desire of many of its customers to become actively involved. We arranged to transform the business into a virtual brand, one which managed the image and ethos of the service, but where domestic customers actually took on not only the delivery role themselves, but also in many cases the administration issues such as dealing with enquiries and orders, much of which still otherwise came in normal mail format despite the advances in IT. Outsourcing these operational aspects to willing domestic customers has therefore relived the operation of most of the problems caused by its growth and success, and has freed the owner up to spend more time on his other career interests including his TV work and golf." Commenting on the consultant's contribution to this season's activities, the client Mr Claus was happy to be quoted as saying "Ho, Ho, Ho, Merry Christmas everyone!"Of course the information contained in an article like this can never be a full statement of the legal position as the relevant laws are complex and liable to change. This article can only therefore be a general guide as to the issues involved and as these can have serious implications you should always seek appropriate professional advice on your own particular circumstances before taking any action.
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