solution

PLEASE PROVIDE DETAILED ANSWERS TO THE CASE STUDY. THANKS IN ADVANCE.

Maple Leaf Shoes Ltd.: Addressing Employee Relations

As she sat in her office in Winnipeg, Britney MacPherson thumbed through a textbook on human resource management. As manager of the Winnipeg location of Maple Leaf Shoes, she was responsible for the day-to-day operations of the facility. However, Britney was finding her job particularly challenging—although she had a B.Com., which she received in 1994 from a well-known Ontario university, her training had been focused on accounting and finance and she had had only one course in human resource management. Things were unravelling in Winnipeg, and Britney knew that she needed help. Unfortunately, her phone calls and emails to the head office in Wilmington, Ontario, brought little assistance.

The company policy regarding employee communications was quite simple: “What goes on at the company stays at the company.” This policy was communicated regularly to all employees. However, Joan Jorgenson, a clerk in the office, had violated this policy. A couple of weeks ago, Joan had struck up a conversation with a co-worker, Natalie King. During their talk, Natalie had mentioned that she had recently moved from Wilmington to Winnipeg, because, according to Natalie, a senior member of management in the Wilmington office had become enraged when Natalie refused his sexual advances. He had threatened Natalie with dismissal, but after a short discussion, an agreement was reached that Natalie would move to the Winnipeg location. Joan became enraged when she heard Natalie’s story, and immediately notified not only employees of the human rights commission in Ontario but also the media in both Winnipeg and Wilmington. Britney is now trying to decide how she should handle the situation.

As they say, “Problems come in pairs.” Britney’s head was aching as the phone rang. On the line was Rob McEwen from the head office in Wilmington. He wanted to find out what Britney was going to do about Paul Bertuzzi. Paul is a 44-year-old warehouse supervisor at the Winnipeg facility. He supervises eight employees, has been with Maple Leaf Shoes for just over 11 years and earns $49,600 a year. Paul’s performance evaluations are among the highest at the Winnipeg office, he attends night school and is two credits away from his B.A., and he is well-liked by his co-workers.

One month ago, Paul went to Toronto to attend a two-day training program for warehouse supervisors. After the first day of sessions, Paul and two other warehouse supervisors (from the Montreal and Toronto facilities) went out for dinner. During the meal, the other two supervisors revealed to Paul that they had developed a scheme in which they wrote off a small portion of the shoe inventory as wastage but actually kept the shoes and sold them to a friend at a discount. As one of the individuals said: “We’re not talking about big money, Paul. However, I’m sure you could use an extra $125 to $175 a week. After all, we’re all underpaid and our salaries are not keeping pace with inflation.” In addition, they told Paul of a new moneymaking scheme and asked if he was interested in joining their “team.” It appears that a shoe manufacturer overseas was interested in mass-producing Maple Leaf Shoes products—however, the new company needed more information on the latest shoe designs and production techniques. Under the scheme, the warehouse supervisors were going to get information for the overseas company in return for part-ownership in the business.

One week ago, an auditor uncovered the scheme. The two warehouse supervisors from Montreal and Toronto were fired. While the audit confirmed that no other Maple Leaf Shoes employees were involved in the scheme, Paul (and one other Maple Leaf Shoes employee) admitted knowing about the fraud. In discussions with top management, the point was raised of whether Paul had a duty to report the fraud. Again, Britney has been asked to deal with the matter.

Questions

  1. How should Britney deal with the Joan Jorgenson incident? What factors should she consider in determining an appropriate approach? What legislation would Britney need to be aware of? What suggestions would you make to improve the policy on employee communications?
  2. Do you recommend that Paul Bertuzzi be dismissed? Is there just cause for dismissal? What factors need to be considered?
  3. If a court ruled that your organization did not have just cause to terminate Paul, what would be “reasonable notice”? Explain your answer. Support your answer with relevant rules and legislation.
  4. If you were in Paul Bertuzzi’s position, would you have reported the scheme to senior management or not? Explain your reasoning.
 
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For each brand in the following table, calculate the manufacturer’s selling price (MSP), the per unit margin, and the gross margin as a percentage of MSP.

MSRP Volume Discount Promotion Allowance Unit Cost MSP Per Unit Margin Gross Margin %

Brand X $5.29 30% 15% $1.18 $3.70 $1.97 53%

Brand Y $4.99 35% 12% $0.74 $3.24 $2.11 65%

MSP = MSRP x (1 – Volume Discount)

$5.29*(1-.30)=MSP= $3.70

$4.99*(1-.35)=MSP= $3.24

Per Unit Margin = MSP x (1 – Promotion Allowance) – Unit Cost

$3.70*(1-.15)-$1.18=Per Unit Margin=$1.965
$3.24*(1-.12)-$0.74=Per Unit Margin=$2.11

Gross Margin (%) = Per Unit Margin / MSP

$1.97/$3.70= Gross Margin = 53%

$2.11/$3.24= Gross Margin = 65%

3. For large retailers, the MSP represents their product cost, which they will mark up to set the retail price. If the retailer has a target margin of 25%, what would the retail prices be for the brands in question 2?

Retail Price Brand X Brand Y?

Retail price with Mark-up= MSP/(1 – Mark-up)

Brand X:

= $3.70/(1- .25)

= $3.70/.75

= $4.94

Brand Y:

= $3.24/(1- .25)

= $3.24/.75

= $4.32

need an answer for only this =) :: Many small retailers will buy through a wholesaler instead of buying direct from the manufacturer. Given the pricing policy for Brand X in question 2, what would be the wholesaler’s selling price (WSP) if the wholesaler has a desired margin of 15%? If the retailer has a desired margin of 30%, what would the retail price be? What volume discount would the manufacturer have to offer for the retailer to price at MSRP?

 
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Case study:

Repositioning McDonald’s McDonald’s is a ubiquitous part of life in both America and global culture. Traditionally, McDonald’s restaurants were largely standardised, and consumers knew what to expect when they entered any one of its restaurants. This was fine for decades, but now the environment has changed with competitors entering the market space. Not all of the scene is changing, but quite a bit is. McDonald’s is gradually re-imagining its stores in an effort to improve consumer perceptions of quality, providing value continuously and more effectively than the competition and to retain highly satisfied customers According to the CEO Steve Easterbrook, who has successfully turned around McDonald’s downward slip: “As customer expectations increased, McDonald’s simply didn’t keep pace with them. Making meaningful improvements in quality, convenience, and value will win back some of the McDonald’s best customers.” Many adjustments have been made as a part of these repositioning efforts in many areas, including the change to the interior design, menu and ingredients, packaging and use of technology. Several of the changes made involve the quality of the input ingredients. For example, pounders are made with fresh versus frozen beef and butter is being used rather than margarine, Artificial preservatives are no longer in chicken Mac-Nuggets, artificial growth hormones are no longer in milk, and high fructose corn syrup is no longer used in the bank. One change that is especially appealing to socially conscious customers is that McDonald’s has redesigned the packaging and its bags, cups, and sandwich containers. The design was meant to be a modern font and simplified feel to stand out in a landscape of distractions. The package redesign also brought McDonald’s closer to its commitment to using 100% fibre-based packaging from recycled or certified sustainable resources. McDonald’s also has made some radical changes from its traditional model in terms of technology. Going digital is McDonald’s most recent push to lure customers back to its stores. Digital engagement is an increasingly important aspect of the modern food service experience and it enhances the level of convenience that customers want and expect from a quick- service chain. McDonald’s is increasingly implementing digital video kiosks with a touch screen to select and customise their food order. Another development is the McDonald’s app with the mobile order and pays function, where customers can purchase their order from the app and then have it delivered to their car on the curbside of a McDonald’s restaurant. Finally, McDonald has partnered with Uber EATS to provide delivery in many markets. McDonald’s various efforts to reimage its stores and reposition its brand appeared to be effective so far. Both customer traffic and sales were up after dropping in several years prior. The performance is outpacing competitors such as Burger King and Taco Bell, during the same period. Further, measures of customer perception and satisfaction illustrate an increase regarding service, taste, and quality Answer the following questions:

BE201 course material discussed positioning as developing a distinct image for the product in the mind of the customer. In your opinion are the changes McDonald’s has made enough to constitute a significant change in public perception of McDonald’s? justify your response. And what difficulties may McDonald’s face when repositioning its brand image? Word count: 300 words. .

Define the societal marketing concept and its importance. Referring to the case study and other external sources, discuss how McDonald’s integrated marketing ethics into its philosophy and operations Word count: 350 words.

Describe how technology enhances the exchange between marketers and consumers and how it can affect consumer purchasing behaviour. Use evidence from McDonald’s case.
 
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Flight City State Latitude Longitude
1 New York NY 40.73061 -73.935242
2 Chicago IL 41.881832 -87.623177
3 Denver CO 39.742043 -104.991531
4 Los Angeles CA 34.052235 -118.243683

Exp19_Excel_Ch10_ML2_Flight_Plan

Project Description:

You are student at the Aviation Experts flight school in New York City and as part of your training, you are required to create a flight plan for a cross country trip. You have decided to import your destination information into Excel and use 3D Maps to create an animated tour of the cities you will fly over.

Steps to Perform:

Step

Instructions

Points Possible

1

Start Excel. Download and open the file named Exp19_Excel_Ch10_GRADER_ML2_FlightPlan.xlsx. Grader has automatically added your last name to the beginning of the filename.

0

2

Use the Get & Transform tools to import the text file Exp19_Excel_Ch10_GRADER_ML2-FlightPlan.

**-Text File Contents Listed Below-**

Flight City State Latitude Longitude
1 New York NY 40.73061 -73.935242
2 Chicago IL 41.881832 -87.623177
3 Denver CO 39.742043 -104.991531
4 Los Angeles CA 34.052235 -118.243683

75

3

Rename the worksheet Flights.

25

4

Edit the connection properties to refresh when the file is opened.

0

5

Insert a 3D Map that uses Latitude and Longitude as Location dimensions.

0

6

Zoom in until the New York City fills the screen. Rename Scene1 as New York, set the Scene duration to 4 seconds, and the effect to Dolly.

0

7

Add a new Scene named Chicago and reposition the map so Chicago fills the screen.

0

8

Add a new Scene named Denver and reposition the map so Denver fills the screen.

0

9

Add a new Scene named Los Angelesand reposition the map so Los Angeles fills the screen.

0

 
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