MKT 333 Project #1 - Jonathan Mills Project#1 Company...

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Jonathan Mills Project #1 Company Corporate Name Crayola LLC Company’s Corporate Headquarters 1100 Church Lane Easton, Pennsylvania 18044 Parent Company Crayola became a subsidiary of Hallmark Cards, Inc. in 1984. Subsidiaries Crayola’s subsidiaries are Portfolio Series and Silly Putty. In 1977, Binney and Smith acquired the rights to Silly Putty. Binney and Smith were replaced as the brand name after many people were confused about what it was exactly. It was not as recognizable as the name Crayola. Mission Statement Crayola does not have a formal mission statement. This is probably due to the fact that they are a subsidiary of Hallmark Cards, Inc. If they were to ever formalize a mission statement it should be the following: “The business we're in: The best quality, safest products for colorful visual expression for enjoyment, learning and work.” Core Competency Obsessed with Consumer Needs: Be passionate about providing the best possible product to the customer. Constantly ask: What are the implications for the consumer? Take the initiative to learn about our consumers and competitors. Make decisions based on insights about the consumer. Proudly represent our brands when talking to others. Remind each other about the importance of the consumer. Biased for Action: Be impatient and unsatisfied with the status quo. Move faster internally than the external world. Develop and implement impactful solutions. Exploit ideas and opportunities quickly. Take ownership and accountability for action and results. Act, learn, and make changes as needed. Respectful of People and Ideas: Respect and value the diversity of people and their ideas. Trust others - assume positive intent. Act with honesty and integrity. Uphold your commitments. Honestly and constructively tell people how they are doing. Make the communities in which we work and live better places. Innovative and Risk-Oriented: Encourage innovation from everyone and in everything we do. Generate and share creative ideas. Experiment, experiment, experiment. Create positive change that allows us to improve. Take enough chances that you sometimes fail. Be informed and take intelligent risks.
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