Gene One Benchmarking again Walt Disney, Kellogg, and Coca-Cola

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Harrison-Keys Publications, Inc. Benchmarking

One of the issues that Harrison-Keys Publications is facing consists of developing a project scope. “The project scope defines the end result of a project or service for the customer. The purpose of is to define the deliverables for the end user and to focus project plans,” Gary & Larson (2006, p. 6.). A poorly defined scope is the most frequently mentioned barrier to project success. Developing a project scope has been overlooked by the management of Harrison-Keys Publications. The company developed a major plan, goal, and implementation without forming a project scope. To determine the benefits of developing a project scope, the company chose to benchmark Orion Systems and Calloway Gold Equipment.
Orion was a division of a large aerospace company which evolved fro a project organization into a matrix structure to conserve cost and better utilize resources. Orion had recently b4een awarded the government contract to build the next generation of high-speed light-rail trains. In the beginning the company experienced major problems. The company’s problems consisted of high than expected production costs, quality concerns, problems with customer support, lack of strong project ownership, and scope creed. As a result, the company new that it would not produce the results as defined by the company’s strategic business plan. The project manager and his staff developed a plan to establish a new standard for completing projects at Orion. A project scope would first be developed before attempting a project. The project manager expanded the project management team to seven managers. The core work was completed by 35 teams who were responsible for designing, developing, building, and testing a specific subsystem of the project. Leaders of the teams were responsible for the quality and productivity of the subsystem and for doing the work on time and within budget. As a result of developing a project scope, Orion developed a new overall master plan for the project which has lead to the company’s success.
Orionemployees. The company plans to go public in three years but needs initial public offering capital for new development, advertisement, and marketing if it is to remain successful. According to the University of Phoenix, (2007), scenario one: Gene One, the Sarbanes-Oxley Act requires that Initial Public Offering boards have directors who are independent, at least one member must have financial experience serving as a Chief Financial Officer or Certified Public Accountant in the firm. The company must make sure the board aligns with the act’s requirements. Additionally, the company will need to exercise knowledge management. The senior leadership team and employees will need training on the initial public offering transformation process.
Gene One has the option of replacing board members and senior leadership with candidates who meet the requirements of the Sarbanes Oxley Act and the requirements of the Securities Exchange Commission. The company will obviously need new knowledgeable employees, but must also retain its committed staff. Gene One must benchmark other companies who have benefited from training employees, such as Kellogg’s and the Walt Disney Company. Gene One must also benchmark companies who are familiar with the advancements in innovation such as the Apple Computer Company and Microsoft. The company will benchmark companies who have been successful with competing in the same industry, such as Pepsi and Coco Cola.

Training at Walt Disney Company
Tonya Grant
The Walt Disney World is an excellent company to benchmark the effects of maintaining and training employees and management. The company exemplifies how cohesiveness and team viability contributes to the company’s success. According to (McKinney, 1991) Walt Elias Disney, founder of The Walt Disney World, one of the keys to a successful company was listening to employees. Mr. Disney placed importance on workers and listening to his or her ideas. Walt Disney. “Leadership, Walton told the students, revolves around a sincere desire to help people. Than means, he said, helping customers-and helping associates, (employees) develop to their potential.” Walt Disney is widely recognized as one of the most successful leaders in business.
According to (MacKay, 2006) the secret to Mr. Disney’s success has been documented in the form of the Walt Disney Circle. Mr. Dilts interviewed friends and employees of Walt Disney to learn the principles which brought Mr. Disney Success. Mr. Dilts developed a model called, The Walt Disney Circle, which focused on personal and corporate goals. According to (Dilts, n.d.), the model was based on three stages in the planning process: the dreamer, the realist, and the critic. The dreamer is encouraged to be creative and could be anyone who develops an idea. The realist is the person who is grounded and makes realistic decisions, and the realist takes the ideas and develops a plan. Lastly, the critic evaluates possible risks of the plan. According to (Dilts, n.d.), all three characteristics are combined when planning begins. The model demonstrates that all planning processes can be separated into three functions.
The Walt Disney Company provides professional college courses its employees and corporate executive and employees from other forms of the corporate world. According (MacKay, 2006) the Walt Disney Company incorporates best-in-class business standards as a key component of its business. Companies across the globe pay to send employees to the Disney Institute business classes to learn about outstanding philosophies and corporate culture and to gain the tools needed to become successful in any business.

The Kellogg Company

The second company that Global Communication should benchmark is the Kellogg Company. The Kellogg Company encourages its employees to become major contributors to the organization. According to (MacKay, 2006) the Kellogg’s Company first public offering was January 9, 1952. The company contributes its success to making significant investments in research and development, brand-building, and training employees. The company promotes values of diverse knowledge, backgrounds, and what each employee thinks. The company also provides people programs which help employees build his or her career. The company’s values mirrors the customer and the consumers and supports an environment where all employees feel the liberty to contribute. The strategy focuses on the following: recruiting, retaining and developing each employee’s talents, encourages education of other cultures. In addition, Kellogg has measures which determine the performance standards for all managers.
The Kellogg Company has established support groups within the company. According to (MacKay, 2006) the groups were formed to support African Americans, women employees, young professionals, and all Latino employees. Each group is available to all employees and encourages each person’s development through sharing, meeting with advisers, and the chance to expand contacts within and outside the company.
The Kellogg Company also develops relationships with other vendors through its diversity program. The types of venders used by the company include businesses owned by disabled veterans, women, and minorities. The employees of a diverse culture feel that the company is investing in each person’s future, and not just the company’s needs. Lastly, the company is responsible for sponsoring healthy lifestyles for all of its employees through its commitment to fight obesity by encouraging all employees to incorporate a healthy lifestyle.
According to (MacKay, 2006) the commitment the Kellogg Company displays shows commitment and makes the company stand out from other company’s in the same industry. The company focuses on different cultures, experiences, and backgrounds, because the execution of specialized groups allows each person to participate and contribute to the teams efforts The Kellogg Company encourages the diverse talents of its employees, and expects all team members to respect other employee’s talents. According to (MacKay, 2006) there’s always a better idea just around the corner and, with support, creative thoughts become exceptional solutions. At the Kellogg Company, it’s all about each employee being his or her self, being accepted by other employees, and being successful at his or her job. Primarily, the foremost principle of the company involves setting practical long-term goals and maintaining sustainable growth. Continuing innovation, brand-building initiatives and educating employees is the key to sustaining the momentum in business.
Apple Computers VS Microsoft Corporation
Willie Jenkins
Technology base companies; namely Microsoft, Apple Computers, and Gene One, operate there business culture with visions for success using guidelines to maximize revenue, and visualizes good decision making skills. All Organizational cultures have set organizational ethics that the companies must abide by. These practices are called benchmarks. Benchmarking is a method that reveals the best company practices, while shaping the standards of the industry. Benchmarking a company is also helpful in establishing a model for good decision making. The companies that are being benchmarked, in my study, have different types of services, and all serve totally different markets. Microsoft and Apple computers are Operating systems companies with a small focus on application software. Microsoft provides operation systems for the IBM platform, and on the side Apple Operating system serves the mackintosh platform. Gene One also uses technology to operate its business, but its business culture focuses on plant cultivating and rate of decease free growth. Every company has to keep track of its market shares to make sure the business consistently is growing as projected by benchmarking. These benchmark studies illustrate to pivotal timing that a companies needs to increase its growth. All three companies have stakeholders. Stakeholders are the Owners, Designers, and the Customer that the goods and services where created for. Gene One, Microsoft, and Apple Computer are responsible for increasing there market values to have revenue available for new technical advancements. Technology changes at a rapid rate. Companies are responsible to keep up with the latest technical advance to compete in the public business sector. The new technical advancements are increasingly making global business task and techniques less time consuming which will increase business production. All the named companies seek to set the standard to lock there industry to the best operation methods for there Organizational Culture. Patents and new technology advancements are increasingly sought after to increase the company market shares and public perception. All named companies needed new Technical advancements to pay for the cost of advertisement, and marketing to remain successful. Gene One, Microsoft and Apple have growth targets that establish their companies as a competitor in the public environment.
In 1976, Steve Jobs and Stephen Wozniak decided it was time to expand Apple’s horizons, and sought contacts with venture capitalists. After an initial rebuff, he made the connection with Armas Clifford Mark Kula, who agreed to underwrite a bank loan of $250,000 to start a company that would build the Apple II. Thus was born Apple Computer, Inc. Formal papers were filed on January 3, 1977, and within three months it bought out the former partnership of Jobs and Wozniak which had built the original Apple 5. Apple went public on December 12, 1980. The price of a share of Apple stock went from twenty-two dollars to twenty-nine. Apple was the most successful initial public offering since Ford Motor Company went public in 1956. Apple hit the Fortune 500 faster than any company had previously done, and soon was worth more than many major corporations.
In the late 1900 Apple computers and Microsoft Windows set many benchmarks for the computer industry to follow. Apple computer were know for the compact user-friendly systems, and IBM with Microsoft operating systems were know for there business systems. These companies began to explore how to make computing easier for the end users to operate. The companies knew that a brake in that area of easer uses would send stokes shoring to new all time highs. In 1984 apple computers became the first company to incorporate a new user-friendly system with point and click technology with a commercially affordable OS system. This was a benchmarking year for the company.
Apple computer corp. set the standard for the computer industry. Apple computer began to be soled to educational facilities all over the world. The apple computers quickly became know as the MAC, short for Mackintosh computers. The MAC became recognized for their superior graphics display and processing capabilities. They were so easy to uses they soled thousands of MAC s world wide. In 1977 Bill Gates and Paul Allen shared the title of general partner. In 1977 Bill Gates became president and Paul Allen vice president of Microsoft Corporation. IBM Corporation at that time was concentrating on the big business mainframe when a company name Microsoft Corporation decided to copy, and enhances MAC/OS to use on the IBM platform making it more user-friendly. Microsoft Corporation came up with Windows to make the IBM platform just as user-friendly as the MAC/OS. Microsoft set the standards for all IBM users-friendly point and clicks technology. Microsoft Window continues to upgrade and build a better product for end users and stakeholders. Apple upgrade there OS systems with a better more optimize OS system. The apple platform can run the Microsoft platform but the IBM platform still does not run the MAC/OS. The Microsoft platform became a monopoly in the late 1998 benchmarking the control of most business system uses. In May 2, 2002 the government took them to count and won and Microsoft had to abide by a courts ruling. This was a pivotal time benchmarking change in Microsoft’s organizational culture. Microsoft had to abide by governmental regulation just like Gene one had to abide by SOA regulations.
In all technical public organizing there are government and stock market regulation to abide by. These rules and regulations are in place to protect the public, and company stakeholders from unfair business practices.

Coca-Cola is one of the largest beverage companies in the world, and it is a well-known household name. Business Week lists the company as one of their top 100 global leading brands. Coca-Cola has been in existence since 1886. (UOP Library) For over 120 years beverages have been their business. The company owns four well-known soft drinks. The company has generated over $67 million in revenue. Coca-Cola products are now being sold in over 200 countries. On a daily basis, billions of Coca-Cola beverages are being consumed. The company has employed over 74,000 persons. Coca-Cola feels that it is important to maintain a positive working relationship with its employees, and they provide excellent competitive benefits and wages. They rank at the top of the market because of their human capital. “Human capital—This is the knowledge that employees possess and generate, including their skills, experience, and creativity” (McShane & Von Glinow, 2004, p. 23).
Coca-Cola acquired a company in Germany, which sells sparkling and still mineral water. The company also acquired a 100 percent interest in a bottling company in South Africa, and acquired a controlling share in a bottling-joint venture with a company in Hong Kong. The company also made acquisitions in Australia and New Zealand. These acquisitions will afford the company an opportunity to grow and increase its capacity to penetrate international markets. Coca-Cola could also take advantage of the growing demand for bottled water. The company has one of the best-selling bottled waters in the United States. Coca-Cola could venture out and take advantage of the flavored water market that is soaring as well to make the company even more competitive.
Coca-Cola is in intense competition with companies in various markets all around the world. No matter how stiff the competition, Coca-Cola is one of the best companies in the food and beverage market.
PepsiCo is one of the largest food and beverage companies in the world. The company has a strong brand name and reputation. They produce Rice-A-Roni, Ruffles, Aunt Jemima, Cap’n Crunch, and other food products. (UOP Library) PepsiCo has penetrated several markets in the United States. Business Week lists Pepsi at the 22nd position in the 100 global ranking. The company is also a leader in global snacks. The company markets snacks in Mexico, Brazil, Australia, Indian, Russia, and the U.K. The company’s sustainable advantage is making it all work through talented and dedicated people.
PepsiCo employs over 70,000 salespeople and operates more than 3,000 distribution centers. The company has direct-store delivery of its products. PepsiCo can distribute its products to thousands of neighborhood stores, supermarkets, etc. Distributing its own products gives PepsiCo a competitive edge over it competitors. The company also has opportunities to penetrate markets outside the United States.
The company formed a joint venture with Russia. Construction is underway for a new bottling plant outside Moscow that will distribute soft drinks and bottled water. The venture will strengthen PepsiCo’s ability to penetrate the soft drinks market in Russia. In order to increase the company’s financial performance, it should concentrate on other markets outside of the United States.
The bottled water market is constantly growing. Bottled water is producing annual revenue of approximately $10 billion. PepsiCo has one of the best selling bottled waters in the United States, Aquafina. Since consumers are becoming more and more health conscious, the company came up with a low calorie, vitamin-improved water to compete with the market. PepsiCo and Coca-Cola have a talent for mastering the markets with their products and services. Even though the two companies are highly competitive, they maintain stability through their products and loyal employees.
Gene One can bench mark the success of PepsiCo and Coca-Cola in order to remain viable and compete in the industry. The company has reached its financial ceiling of $400 million. In order to profit and grow, the CEO and Board members have decided to go public within three years and reach an annual growth target of 40 percent. The CEO and Board members used the corporate social responsibility concept to protect the interests of all its stakeholders. “The social responsibility of a business is to use its resources and engage in activities designed to increase its profits” (McShane & Von Glinow, 2004, p. 17).
The field of biotechnology is constantly growing, and there will be stiff competition in the market. In order to compete in the industry, Gene One has to obtain IPO capital for new development, advertisement, and marketing. The leadership team of Gene One will have to obtain knowledge of the business if it wants to survive in the competitive biotechnology market. “Effective leaders know the business environment in which they operate. This assists their intuition to recognize opportunities and understand their organization’s capacity to capture those opportunities” (McShane & Von Glinow, 2004, p. 420).

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