Management Creative Writing Paper on Business Management

Business Management


            Carolyn Creswell is a successful businessperson who started the business in her late teens. The Carman’s fine food is a multinational business transacting in more than thirty countries worldwide. Carolyn started the business by taking over from the employers and planned for its future expansion. The reasons behind Carman’s fine foods are the dedication and passion of Creswell towards the business (Farris, et al, 2010).

Bob Richards is an organic technologist, president, and founder of Genesis organic incorporation based in Canada. Bob began preparing compost, but he lacked the dream for expansion and growth. Bob never thought that his product would become an entrepreneurial business in the future. However, when he got an opportunity to supply Wal-Mart with organic compost, this became the turning point of Genesis Organic business.

Lessons Learnt

The success of Creswell draws many lessons to upcoming business enterprises and the existing ones. The primary success of any organization is to have a target, and work towards that target. Creswell implements actions quickly before the competitors realize the market niche. The upcoming businesses should ensure they spot a market niche, and prepare to take action before the rivals do it. The other great lesson the organizations learn from Creswell business success is to be a risk taker. Creswell ventures into risky business and beliefs in what she does. An organization should not fear taking risks and celebrate failures. Failure in business opens channels to learn new ways of doing business, and prevent further mistakes in the future (Burns, 2005; Farris, et al, 2010).

Businesspersons can learn from this successful New Zealand entrepreneur. Organizations should thrive and never quit in business. Organizations should learn from Dick’s success and keep changing the strategy of the firm to cope with the market competition and structure. The organization should emulate Dick by participating in social work services. The organization should sponsor the youths in the society, clubs or open a project that will benefit the society. Community services will enable the organization to be close to the consumers and learn what they need to increase production.

The major lessons businessperson learn from the case of Bob is to prepare well for the necessary tools and resources required by the organization before venturing into the market. Every organization should know their markets and work to satisfy the consumers (Fornell, et al, 2010; Zima, 2007). The other businesspersons should learn from their mistakes. Bob learned from his mistakes and improved the quality of his products. Similarly, the businessperson should not regret for taking risks, but instead know the mistakes and work to improve.

Identifying Opportunities

The organization managers should treat workers as a family, and work to increase the bond between superiors and the subordinates. Carolyn reports that she treats her employees as her own family and this promotes teamwork, and employees work harder (Tushman and Anderson, 2004; Morris, Kuratko, and Kovin, 2011). The managers should have self-confidence and passion towards their work. It is Creswell’s self-determination and passion towards her work that has brought Carman’s fine foods to multinational level. Creswell made a huge risk by buying the Muesli manufactures while still at the university, but the risk has made Carolyn to yield abundantly. Organizations should copy Creswell’s strategies and implements to succeed in the same way.

In a similar way to Carolyn Creswell business growth, Dick Hubbard also spotted a market niche in New Zealand (Orsman, 2007; Smith, 2008). Dick Hubbard started the dream of opening a business while still employed by cereals manufacturers. Dick’s venture into the breakfast cereals did not work out well at the first time, and it nearly collapsed.


The act of holding one goal and doing the necessary actions is the key to Dick’s success. Upon surviving in the market, Dick came up with another strategy to excel in the industry amidst great rivals, Sanitarium and Kelloggs. Dick started packing his products in a different way to change the mindset of his customers. He also changed the brand name of the products to Hubbard Foods and this received success in the market.

                        Dick Hubbard engaged with customers and reviewed their feedback about his services. Dick attached a note on every package of his breakfast cereals and customers replied to him (Smith, 2008; Wei, et al, 2005). Businesspersons should copy the idea of interacting with consumers in open forums, websites, or feedback, and get to know their needs. Customer satisfaction is essential to any organization since the consumers are the key to business growth. Addressing customers’ problems and implementing the relevant measures to curb the problems is the secret to business prosperity.

            Bob was not prepared to face larger markets until he received an order of one million bags of odorless organic compost from Wal-Mart Company. Bob and his team were not prepared and lacked the necessary equipment for preparing their product. However, due to the persistence in making the organic compost, Bob got an opportunity for transforming his business into a entrepreneurial enterprise.


            Both Carolyn Creswell and Dick Hubbard deal with the breakfast cereals. Creswell and Dick spot a market niche and generate the idea of manufacturing muesli cereals and bars. The comparison factor is the idea generation and spot of the market gap for their business. Dick, Bob, and Creswell started their business locally serving the nearby market and later succeeded to enter international markets. Creswell exports Carman’s Fine Food in more than thirty countries. Hubbard also marketed the breakfast cereals in other countries. Bob sells the odorless organic compost to major businesses worldwide like Wal-Mart Company and other business firms. All the three cases present the idea of business management and qualities of running a business properly. Dick, Bob, and Creswell possess ethical and business qualities like self-confidence, passion of their business, and patience. These qualities help them succeed and expand their business.

            The challenges faced in the early stages of the businesses are same for Bob, Dick, and Creswell. The three of them faced challenges in finding markets for their products at the beginning. The customers did not trust their services and it was disappointing to them. The Creswell offer of supplying the breakfast cereals to one supermarket was rejected and according to her speech, she said it was demotivating, but her offer was later accepted after she continued showing enthusiasm and determination. Hubbard business almost collapsed after the products were discontinued and the strong competition from Sanitarium and Kelloggs (Gitman and Carl, 2005). Bob faced challenges in the early stages with drying organic compost. Bob lacked the equipment for drying and that caused inconveniences and confrontation by Wal-Mart Company. Dick, Bob, and Creswell celebrated failures, improved from there, and succeeded.


            The main difference between the three: Creswell, Dick, and Bob are their locality and nature of work. Creswell is an Australian and manufactures breakfast cereals that are different in nature from the New-Zealand businessperson Dick Hubbard. Bob is different from Dick and Creswell from the nature of his work. Bob deals with organic compost in Canada. Creswell started the business at an early age and had no experience in business, unlike Dick who was familiar with the business and started his own business at middle age. Bob also started business at an older aged and had experience unlike Creswell. Dick and Creswell differ from Bob in that the two spotted a market niche, responded by taking a risk, while Bob learned the skills from school, and later practiced by opening his own Organic Company.

            The success of both Dick and Creswell was a result of struggle to get a market for their product. Creswell looked for markets at supermarkets, hotels, and cafes while Dick looked for markets at homes and larger wholesale shops. Unlike the two, Bob did not look for markets for his odorless compost. Bob received a contract from the Wal-Mart Company and build connections from other wholesalers later on. Bob’s challenges were technical and involved agricultural tools and equipment. According to Orsman (2007), Bob suffered from environmental challenges like moisture effect. Unlike Bob, Dick and Creswell faced economic challenges, including high competition, lack of capital, and difficulties in finding markets for their products.


            A business is a continuous process that incorporates different units. A businessperson may try to mimic certain businesses due to their performance and success. A businessperson faces difficulties when trying to change drastically or copy an organization’s success. An organization may suffer problems of unavailability of funds and resources. A businessperson may start a business, then after two months the business is underfunded, leading to its termination. In addition, a business may fail due to lack of a business plan and clarified organization’s goals and targets. Many businesspersons commence business with loan funds and later lack ideas of continuing with the business.

            An organization should keep track of cash flow and understand the nature of the market (Pinson, 2004; Scott, 2013).The organization faces problems of cash flows if they keep funding projects and inducing business, and forgetting to balance with the revenues received. A businessperson should research the market structure and identify the consumers for his/her products before starting a business. Failure to know the market leads to disappointment and collapse of the business. Trying to copy an organization’s success may lead to collapse of the business. An organization that lacks commodity differentiation and brings new commodity in the market is likely to collapse (Scott, 2013; Burns, 2005). In the case of Dick, he differentiated his breakfasted cereals and improved their quality when his business was almost collapsing. An organization may face a challenge of low employee morale due to poor handling of employees. Organizations should treat employees as their family and remunerate them properly (Tidd & Bessant, 2013). Another limitation an organization may face is poor customer relation. The organization should ensure customers are satisfied with their services and that they listen to their complaints.

Key Terms in the Cases

            In the case of Creswell, the key terms that led to her business success are excellent decision making. Creswell was able to make decisions fast as compared to the large competitors in the industry. This strategy helped Creswell to overcome the competitors in the market and grow her business. For instance, when Qantas airways required a new meal product in their menu, Creswell proposed roasted chickpea. The decision was fast and Creswell seized the opportunity to supply Qantas airways with the new product. Dick success was due to persistence despite the poor start of his business. Duke persisted and an opportunity to supply supermarket with cereals arose. This was the transformation point of the Dukes business success. Duke understood the nature of the market. Thus, Duke developed a new strategy to obtain customers feedback and this encouraged him to pursue on with the business. The understanding of his customers led Dick to change the customer’s mindset and improve his business. On the other hand, Bob success was due to acknowledgment of his business. Although the business seemed not to be an entrepreneurial at the beginning, the large order from Wal-Mart transformed Genesis Organic into an entrepreneurial enterprise. Bob also recognized the market and this helped to provide product that the market required. When Bob delivered compost with high moisture content, he sought a warehouse for drying the compost during the winter season.


            An organization’s success depends on the determination of the businessperson and the organization (Kurakto and Welsch, 2004). Understanding the market and applying creativity and innovation is the key for business success. An organization should promote employee engagement and customer needs. This will help in motivation of the employees and increase labor unit output of the employees. The customers will also be attracted by the excellent services offered by the business through the employees. The success of a business does not depend entirely on the set goals but the method used to accomplish the set goals. The businesspersons identify the available opportunities in the business and seize the opportunity through investment. This makes the business competitive in the operating industry. The success of Creswell and Dick resulted from identifying and seizing of an opportunity that was prevailing in the market niche. When they matched the opportunity with the goals, this resulted to the success of the business. In the future, businesspersons should identify the available opportunities in the market. This will help in expanding the business market share and increasing competitiveness of the business.


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