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Section I: Summary
Timbuk 2 is a company that Mark Dwight acquired that plateaued and was declining. It offered a single product that had several colors of that product. The symbol was a swirl which Mark wanted to be known as well as the Nike sign. In being CEO of this company Mark wanted to change this company into a 25 million company in 5 years. For Mark to do that he had to start with the bottom line. The original company started with the top line growth in doing so it caused the company to start going into bankruptcy. Mark strategic plan was to develop a product portfolio in an existing market product line to take to future market, by first fixing the revenue, second looking at the company bottom line and getting new products. A team of employees gets together to ensure that everybody is on the same page to build a lifestyle brand, and understand what there trying to accomplish an that’s building equity.
Section II: Video Questions
1. What are some of the organization strengths and weakness Mark Dwight inherited with original Timbuk 2, and how did they shape his strategic plan in the firm? Mark used SWOT as a strategic plan by comparing Nike swoop to his swirl as he evualuated how known Nike is to how known he wants his company to be. Nike is a billion dollar company and he wants he to be too, and he knows it’s not going to happen overnight. In his strategic plan he will look at the company revenue and bottom line to get to his goal of 25 million in five years. A weakness this company inherited is it’s past system of planning. Mark had developed a new strategic plan has put it into play with the new Timbuk 2 and monitor it every other day.
2. What do you think is Timbuk 2 product strategy? To look at the company bottom line, fix revenue, and get product portfolio. How effective is it? So far they are achieving their annual goal so it is effective. What suggestions would you make to increase its effectiveness? Instead of meeting with managers only once
Timbuk 2 is a company that Mark Dwight acquired that plateaued and was declining. It offered a single product that had several colors of that product. The symbol was a swirl which Mark wanted to be known as well as the Nike sign. In being CEO of this company Mark wanted to change this company into a 25 million company in 5 years. For Mark to do that he had to start with the bottom line. The original company started with the top line growth in doing so it caused the company to start going into bankruptcy. Mark strategic plan was to develop a product portfolio in an existing market product line to take to future market, by first fixing the revenue, second looking at the company bottom line and getting new products. A team of employees gets together to ensure that everybody is on the same page to build a lifestyle brand, and understand what there trying to accomplish an that’s building equity.
Section II: Video Questions
1. What are some of the organization strengths and weakness Mark Dwight inherited with original Timbuk 2, and how did they shape his strategic plan in the firm? Mark used SWOT as a strategic plan by comparing Nike swoop to his swirl as he evualuated how known Nike is to how known he wants his company to be. Nike is a billion dollar company and he wants he to be too, and he knows it’s not going to happen overnight. In his strategic plan he will look at the company revenue and bottom line to get to his goal of 25 million in five years. A weakness this company inherited is it’s past system of planning. Mark had developed a new strategic plan has put it into play with the new Timbuk 2 and monitor it every other day.
2. What do you think is Timbuk 2 product strategy? To look at the company bottom line, fix revenue, and get product portfolio. How effective is it? So far they are achieving their annual goal so it is effective. What suggestions would you make to increase its effectiveness? Instead of meeting with managers only once