bus499 week 3 discussion 1 AND response

I’m trying to learn for my Business class and I’m stuck. Can you help?

Week 3 Discussion

Please respond to the following:

  • Many companies use their brand as a competitive advantage. Given your knowledge about the global economy, identify three brands you believe have the strongest likelihood of remaining a source of advantage in the 21st century and explain why. Explain the effects you believe the Internet’s capabilities will have on the brands you identified in the previous discussion and what the owner of the brand should do in light of them.



RE: Week 3 Discussion

Hi Everyone,

Since there are many brands that I feel have competitive edge, I decided on a few brands that have made an impression on me this week; they are: Chilis, Yankee Candle and Apple. After not having been to Chilis restaurant in a few months, I will confess to going there twice this week after enjoying their new (to me) menu. Chilis has always drawn in a crowd with their fast, but delicious food, good prices and generally good customer service. Since adding Chilis-to-go to the business, the restaurant is even able to draw in customers who may not have the time to come in and sit down, but still want to be able to enjoy the convenience of a good meal, being cooked for them. When I went to Chilis this week, I also noticed the added convenience of the little device on the table that allows you to order food, pay your bill in your own time, as well as to play games. This device not only saves people time in waiting on a waiter/waitress to cater to them, but it also allows them to eat and leave in a quick turn-time. Lastly, the menu that was placed in front of me, was updated with a greater variety of foods and a more nutritional selection for those who prefer a healthier meal. I think as long as Chilis continues to adjust with the times and please their customers, they will do well. Yankee Candle is another brand that seems to continuously adjust to satisfy the customer-base. From candles to sprays, wax burners, plug-ins and car fresheners, Yankee Candle has it all. The long-lasting fragrant smells are extremely appealing and there are scents for all the different noses. I find Yankee Candle chain, as well as outlets, to have a strong advantage over other candle companies. Apple is another company that I believe to have a competitive edge, but I would say that this company is a given. Apple has been around for quite some time and I believe will continue to stick around for a very long time. Apple products vary from young children to the elderly and the stores provide a large selection of support to their customers. The products are trusted, and as they update their selection of services/goods, the customer-base continues to grow. Though I find Apple to be on the more-expensive side of technological devices, people have faith in the name based on its history.

I think that the Internet will continue to have a positive effect on these three companies. Chilis provides their menu, as well as an easy ordering system online and advertisements can also prove to be helpful. People want convenience and the company is providing it. Yankee Candle is probably the least affected by the internet, but between advertisements, subscriptions to coupon and website shopping, the company can take advantage of the additional business. Apple is likely most benefitted by the Internet. Apple will continue to grow with the many products shared from Apple to Apple, I-tunes, and the convenience of the Cloud. Since many people are short on time, the internet provides them the same virtual experience of shopping, listening to music, and ordering good food to enjoy; Business-savvy owners would make the most of this connection and be sure to pay attention to their customers.

Thank you,


Prof. Angela


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