1.) Castlebridge has established the value of the brand on it’s British heritage in Yorkshire and by moving their production to Malaysia, ‘Britishness’ of the product is at risk, and brand image is jeopardized. Yorkshire Plant closure will result in 270 jobs being lost, and the remaining staff of Castlebridge are predicted to be anxious about job security, direction and organization of the company. Media spotlight on Castlebridge has escalated, and loyalty of brand has been questioned. The public has scrutinized the brand (unionists created a ‘Keep Castlebridge British’ campaign and their responsibility to employ British employees). !
2.) These issues exist because it is cheaper for Castlebridge to outsource production in Japan.
Outsourcing, reduces costs and will increase …show more content…
He recommends putting in ‘Designed in England, Made in Malysia’ label. Dana Thomas explains luxury brands now operate globally catering to the middle class. Thomas believes in order to showcase
‘Britishness’, Castlebridge must be open about their production practices and fit into how luxury brands operate. Don Seidman believes Castlebridge must focus on their behaviour, not a corporate strategy. Companies must earn the respect of the customer through the values they express by their behaviour. Recommends creating an online forum to discuss values (similar to
IBM). !
4.) I agree with Gill Corinkdale’s proposed plan; to close the factory in Yorkshire, and outsource the production in Maylasia, while focusing on restructuring the company and building relationships with their the staff. Gill Corinkdale’s plan included four steps; communicate with staff about their intentions to alleviate fear about further job losses, reshape the organizational climate, survey the employees to evaluate the company and reenforce a positive outlook to
2.) These issues exist because it is cheaper for Castlebridge to outsource production in Japan.
Outsourcing, reduces costs and will increase …show more content…
He recommends putting in ‘Designed in England, Made in Malysia’ label. Dana Thomas explains luxury brands now operate globally catering to the middle class. Thomas believes in order to showcase
‘Britishness’, Castlebridge must be open about their production practices and fit into how luxury brands operate. Don Seidman believes Castlebridge must focus on their behaviour, not a corporate strategy. Companies must earn the respect of the customer through the values they express by their behaviour. Recommends creating an online forum to discuss values (similar to
IBM). !
4.) I agree with Gill Corinkdale’s proposed plan; to close the factory in Yorkshire, and outsource the production in Maylasia, while focusing on restructuring the company and building relationships with their the staff. Gill Corinkdale’s plan included four steps; communicate with staff about their intentions to alleviate fear about further job losses, reshape the organizational climate, survey the employees to evaluate the company and reenforce a positive outlook to