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CASE STUDY TAIRA (SALMON) BRANDT IS THE 35 YEAR OLD DAUGHTER

CASE STUDY TAIRA (SALMON) BRANDT IS THE 35 YEAR OLD DAUGHTER

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Author: Joyce Buda
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Case StudyTaira (Salmon) Brandt is the 35 year old daughter of Garret Salmon the owner of amedium sized party invitation company “Loads of Fun.” Taira has recently received adegree from UMUC in Business Management and is anxious to take over her father’scompany. She is a single mother, very attractive but a little retiring in her manner.She and her father have been planning her take over for several years, ever since herex-husband left the business after their divorce, an event that did not go unnoticedwithin the company. Taira has always worked in some capacity within the companybut never in a serious leadership role. She is simply known as the “boss’ daughter”.Taira and her father have agreed that she will take over as CEO in the next twomonths. No one knows of this decision.Having taken BMGT 365 Taira realizes that she has her work cut out for her if she isto be a good company leader. The first thing she has to do is take stock of thecompany. This is what she sees. The company has netted 1.5 million in sales for thelast two years with no growth rate. Costs have; however, increased 3 percent. Thecompany produces and sells a variety of invitation styles at different price points buther most popular items seem to be either the “budget” invitations or the “high end”expensive paper products. Her sales people have traditionally only sold to card storesor stationers. The company has never sought to sell directly to the customer. Tairawould like to explore the online market for future growth potential. In addition to thenew markets, Taira would like to revamp the company image and marketing plans.Taira’s father, the current CEO, was approached by a Singapore firm who would like‘Loads of Fun.” to go into a joint venture with them to set up a separate web store thatwill sell invitations to Asia with local stores in Singapore. Taira and her father areuncomfortable with the approach because they lack understanding of the Asian culturebut do see a great business opportunity.There is another issue that is on Taira’s business agenda. The company is located inKent, Washington one of the largest lumber towns in the country. Being close to thepaper source has saved money in the past for the company but now pressure is on toseek “green” methods of production. A recent article in the Kent County Gazettechallenged “Loads of Fun.” to get in touch with their “green side.”The business side seems solid right now but her father has never really changed thingssince he started the business forty years ago. He has managed his way to success.Her father… Taira thought is another matter. What is his role going to be? Hejokingly says that he wants to go into “semi-retirement” but never really says whatthat means. In fact Taira’s not really sure that he wants to retire. When she asks himwhat role he wants his reply is “I have just one request don’t make me a figurehead. I

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