Keep Cup Analysis

Keep Cup Analysis
2019-MGT5 LIC(BU1) group assignment Task 3
Dat of submission:
Word count:

Contents
Introduction...........................................................................................................................................2
Discussion..............................................................................................................................................2
Report purpose..................................................................................................................................2
Outline of our report.........................................................................................................................2
Overview of the organisation............................................................................................................2
Why you chose it...............................................................................................................................4
Why the business model is innovative...............................................................................................5
Responsible leadership / in what way they show responsible leadership.........................................6
Key challenges of the organisation....................................................................................................7
How they have dealt with those challenge........................................................................................7
How they can continue to be successful and responsible.................................................................7
Conclusion.............................................................................................................................................8
Reference..............................................................................................................................................9
Appendix.............................................................................................................................................11

Introduction
The chosen firm for the discussion of the topic is the KeepCup. This brand has been
serving the economy for a longer period of time. Speaking in terms of the product offerings
the firm is famous for its innovative product offering in terms of the disposal cups. This is
being undertaken to make the environment sustainable enough to have a positive
environment. The use of the plastic and that of the harmful chemicals is depleting our natural
environment. It is the vision of the company to make use of the eco-friendly products in the
manufacturing processes to make use of the qualitative cups along with that of the reusable
facility. On the other hand, it is the leadership vision of the company and that of the top
management body to introduce and innovative product within the daily consumption
commodity. This has been done to denote its CSR efforts on the other side gaining a major
proportion of the consumer market focus. It is the leadership vision and the focus of the firm
to aim for a new product offering, with that of the unique design and characteristics.
It is the vision because of which the firm is able to gain a major proportion of the
market, it is one of the leadership qualities besides gaining the focus of the consumer market.
There is achievement in terms of the sustainability programme and that too the introduction
of the new innovative product. The success to business lies in the though and visionary
process which is a leadership trait and is not possible by every performing individual of the
organisation.
Discussion
Report purpose
The sole purpose of undertaking this report is to understand the nature of the business
undertakings that is carried out by the concerning firm that is the KeepCup firm and the set of
activities that is being carried out by the firm. The report will also analyse the nature of the

commodity and its utility. Apart from that the report will also focus upon the environment
sustainability activity towards which each of the operating firm is responsible for the
contributions. On the other hand, the significance of leadership quality and that of its vision
in understanding the need for the introduction of the sustainable innovative product (Tan et
al., 2015).
Overview of the organisation
According to the official website of KeepCup (au.keepcup.com, 2019), KeepCup is an
Australian Company whose headquarters are based in Melbourne. It manufactures reusable
coffee cups. By the time the company was founded in 2009, the volume of disposable cups
thrown away was so high. Furthermore, no existing reusable cups were suitable to be used in
a given café. The initial prototypes of faced numerous challenges such as leaking and health
concerns. The products were not supported by some cafes that concerned that the new cups
did not comply with all the health regulations. KeepCup as an organisation emerged from a
concern about the environmental footprint of the coffee industry using disposable cups. Thus,
it does not come as a surprise that the KeepCup considers the environmental footprint of the
organisation's products with an enormous amount of interest.
KeepCup is the first reusable coffee cup in the world. The company manufactures
barista cups in 5 sizes which come in both plastics as well as glass. The company is focused
on encouraging positive Behavior in the form of a Feel good slogan. The company believes it
takes everyone to ensure the Sustainability of the environment. The good actions generate
good habits hence driving a common desire of mindful and positive environmental footprint
(au.keepcup.com, 2019). KeepCup acts as leaders in Environmental Sustainability. They
believe that through their actions, the company inspires other organisations to be the change
they hope to see in the universe.