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Coolburst Essay

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CoolBurst is one of the leading fruit juice companies in the Southeast area of America. For years CoolBurst has had a reputation for making great drinks for kids. The company is an independent company with little to no interface from the parent company in Chicago. Florida, Georgia, Alabama, and South Carolina have schools with the Coolburst vending machine in the cafeteria. The drink is also one of the top branded drinks in restaurants in this location. However, over time the company became very “Stagnant”. The annual revenue stream was stuck around $30 million. Profit also has not risen in 4 years. Coolburst's parent company is requesting for budget projection, expenses, and personnel changes. The now CEO Lucia Reboredo wants to make Coolburst in a creative and competitive environment. Nevertheless, this would mean she had to change the tradition organizational culture and norms that the employees were already used to. …show more content…

One competitor was Thirst Smasher. The company has been advertising their Mango Tango flavor; a flavor that was invented at CoolBurst. Unlike Coolburst, Thirst Smashers are very creative with their products and advertising.They advertise to a higher volume of customers such as teenagers and young adults. Also, they were being marketed on street corners, drawing more customers to buy the product. Lusia is a tough spot on what to do about the company. She knows it's time for in the company, but she doesn’t know if it will beneficial One of the causes for the company's difficulties was due to the fact that the previous CEO fired CoolBurst two best creative employees.The two employees were Sam Jenkins and Carol Velez. The previous CEO wanted to remain in a traditional organizational

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