BECHMARKING

Bechmarking

Bechmarking

Introduction

In this paper we will research two companies Nissei Plastic Industrial and Harrah's Entertainment, Inc. that have faced specific issues related to Smith Systems Consulting Virtual Organization. We will analyses how the companies responded to the identified issues. The outcomes of each company's response to identified issues. In the last we will examine the relationship between brand awareness and customer loyalty.

Nissei Plastic Industrial

Nissei Plastic Industrial is a global plastics manufacturer employing 550 people, with projected annual earnings of $46 million. The company is wholly owned by Riordan Industries, a Fortune 1000 enterprise with revenues in excess of $1 billion”. To reach there Nissei Plastic Industrial's sales goal they will have to embark into the world of e-commerce in order to reach a whole new customer base. The main issues that Nissei Plastic Industrial, Inc will encounter will be trademarks, e-business security, and international law(Cheeseman, 2004).

Trademark Protection

First, the company will want to be concerned with protecting its trademark, “Nissei Plastic Industrial”. The company will want to take full advantage of trademark dilution laws, and protect against cyber-squatters and similar domain names. The company's ability to protect its trademark on an international basis may be limited due to weak trademark dilution laws in other countries.

E-commerce Security

Another issue that Nissei Plastic Industrial will face is security. Security is especially important in today's environment, the right measures need to be in place to protect a company's intellectual property and e-business data. Nissei Plastic Industrial, Inc will need to add measures to strengthen its networks protection to prohibit unauthorized access to the company's network and data (Cheeseman, 2004). Unauthorized access could result in loss of trade secrets, customer information, or other data that is essential to the success of its operation. Securing the data transmissions between company and consumer will also be an issue.

E-commerce Law

Nissei Plastic Industrial has Lowell Bradford as their Chief Legal Counsel and retains the law firm of Litteral & Finkel. Litteral & Finkel is an international firm that practices in all areas of the law and has offices around the world. The more countries that Nissei Plastic Industrial does business in, the greater their chance of having to deal with issues related to intellectual property rights. By retaining the law firm of Litteral & Finkel, a law firm familiar with these key issues is valuable to protecting Nissei Plastic Industrial's intellectual property (www.icmrindia.org).

Problem Solution

Trademark ...