Case Study :

Oh G! is a small local business owned by a young Kuwaiti entrepreneur. It started out as a passion that began by making ice-cream at home. To the owner it felt more like meditation, especially after work, due to the step-by-step nature of ice-cream making. After tasting the ice-cream, friends and family kept asking for them which eventually led to selling them on Instagram. This ultimately was followed by a push to create a company and a brand, as different restaurants wanted to stock the ice-creams. Finally, a store was rented, and the company began to operate in an official manner as a formal business.

In the beginning, Oh G! focused on frozen desserts including a dairy ice-cream line and a vegan ice-cream line. The company later added treats like popsicles, ice-cream sandwiches, and small little ice-cream balls. Basically, different frozen desserts in various forms, both vegan and dairy.

According to the owner, product development came from the heart. She uses whatever produce is fresh in the market, especially seasonal fruits. Customers in the summer are usually thirsty and want something refreshing and light, while in the winter, the demand is for more heavier ice-creams. During the winter months hot chocolate is another seasonal product newly added based on the latest trends. Basically, product development is dependent on whats trending, whats fresh in the market, and the season.

The companys main vision is basically to stay true to its concept of clean ice-cream with no preservative or additives, and to stay true to its creativity in term of the ice-cream flavors (both dairy and vegan). Oh G!s marketing strategy was diversified as it relied on everything from in person face-to-face marketing, to online presence using social media. The company had an ice-cream cart that could be set up in events and exhibitions, and on a lot of days, the owner can be found in the store cheerfully giving out ice-cream testers and asking customers for feedback on new flavors. Pick-up and delivery were available, as well as product availability in trolley and select restaurants.

As for social media, the company considers it the main outlet for its marketing strategy. It relies on social media for promoting the products using a lot of influencers, as well as using it as a main delivery platform. Social media is also used for giving offers and promotions.

The branding strategy was to stay current and hip. Ice-cream is a fun product so the branding shouldnt be serious. Therefore, the company decided to stick to what the product is and market around that.

During the pandemic, Oh G!s marketing strategy shifted completely to a purely online one. Theres no pick-up, customers couldnt visit the store, and all events got cancelled. The company shifted to promoting products that are easier to deliver and packaging that helped with the concept of delivery on mind.

1-a Before the pandemic, how did the company develop new flavors? Were the customers involved in this process?

b- In order to achieve the goals and objectives of Oh G; analyze the organizational objectives, and identify required strategic changes; ( before and after corona virus )

c- SWOT Analysis

d- After reviewing the SWOT, identify the major organizational change required and explain your reasoning in 3 points

2-a- Discuss what a risk analysis is, and how it could help overcome barriers. Do a small risk analysis for the prioritized changes, along with some barriers and what mitigation strategies you will have in place for them.

b- Consult with relevant managers to: Create a meeting with the revelant managers, stake holders, specialists and experts to discuss and prioritize the identified changes and their requirements. Please write meeting minutes that discuss the outcomes of this meeting. Discuss at least 6 points of discussion.

Date:

Time:

Topic:

Attendees:

Minutes of Meeting:

1.

2.

3.

4.

5.

6.

Final Outcome of meeting:

3- Evaluate change management strategy

1. Explain how the performance can be monitored and assessed against the companys standards.
2. Why is it important to conduct regular evaluations and review of the project plan?
3. Would you need to modify the project plan? How would you do that for your changes?