Falconer
The Torrey Pines High School
Friday, April 27, 2018
Vol. 43, Issue 7, 28 pages
www.tphsfalconer.com
Business students interview Birkenstock CEO at Sole Concepts grand opening photo by hayoung park/falconer
BUSINESS BIRKEN-ROCKS: Six students from TPHS’ Marketing and Advanced Business Management classes, along with Marketing teacher Jackie Niddrie, stand next to Birkenstock USA CEO, David Kahan, after interviewing him at the grand opening of Sole Concepts in downtown San Diego on April 20. Niddrie and Business Management teacher James Anthony hand-selected students to interview Kahan.
By Annie Cheng STAFF WRITER Six TPHS students attended the grand opening of the Sole Concepts shoe store in downtown San Diego to interview the president and CEO of Birkenstock USA, David Kahan, about how he manages Birkenstock Americas. Four students from Jackie Niddrie’s Marketing class, David Cynkin (11), Erik Misak (11), Shadi Mohebbi (10) and Samaya Patel (10) as well as two students from James Anthony’s Advanced Business Management class, Jade Cany (12) and Izzy Shroff (12), were selected to participate by Niddrie and Anthony. According to Niddrie, the students were picked based on merit and grade level. “I feel very honored to have been chosen as one of the two students to go interview the CEO,” Cany said. “I feel like Mr. Anthony can tell that I’m serious about doing business in the future.” The opportunity to interview and
introduce themselves to one of the most successful CEOs in the shoe business was humbling, according to Cynkin. Before attending this event, students were asked to read some biographies and the history of the company, according to Niddrie. Business Management students prepared questions about his management and leadership style, while Marketing students prepared questions regarding promotions, social media and product sustainability. For 20 minutes, the students asked the Birkenstock executive questions surrounding the company’s values, office atmosphere and methods for hiring employees. The meeting with Kahan helped students grasp the importance of a person’s work ethic, commitment and creativity to the company when it comes to conducting business affairs, according to Cany. “[I learned that] there is no such thing as a job that is too small or unimportant, and as long as you have the passion and determination, the hard work pays off eventually and a lot of doors will open,” Cany said.
As a marketing student, Cynkin asked Kahan about how Birkenstock utilizes social media platforms to expand the Birkenstock brand across the world. Birkenstock does not use any celebrities to endorse their brand, Kahan said in response. “When you see celebrities wear Birkenstock, we don’t pay them to wear Birkenstock,” Kahan said. “They wear them because Birkenstock is a shoe brand that they like.” During the meeting, Kahan also heavily stressed the value of a positive company culture. The unique company atmosphere allows the company to reach the product’s maximum level of potential. “He talked a lot about how it’s a whole culture they are into at Birkenstock,” Cany said. “[Also, all the employees] need to love their product.” According to Kahan, Birkenstock is a one-of-a-kind brand because it is a very genuine and “high-touch” brand that personally interacts with each of its customers.
As April draws to a close, teachers are finishing off the last of their AP course material, preparing to send students off to the Del Mar Fairgrounds for two weeks in May to prove their proficiency in their classes. But in classrooms all across campus, two days of material have been put on hold for the school to participate in the Smarter Balanced Assessment Consortium tests, implemented by the California Department of Education. TPHS administrators moved SBAC testing to the weeks of April 16 and 23, which was followed by claims that the
testing would interfere with AP class preparation time. During the 2017-18 school year, TPHS implemented a new SBAC schedule, in which they have students take the test, meant to analyze both reading and math, before AP testing. “Because scores [during the 2016-17 school year] were significantly lower, we decided to push testing to before APs so that students aren’t burnt out by the time they take the SBAC,” Assistant Principal Robert Shockney said. The scores from the SBAC testing of the current senior class were lower than TPHS’ average scores, bringing down the school ranking, according to scores
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SBAC testing moved to avoid AP tests By Bea de Oliveira and Elaine Song COPY EDITOR AND STAFF WRITER
BIRD’S EYE VIEW
supplied by TPHS administrators. The scores were 10 and five percent lower than in previous years for English and Math, respectively. According to Principal Rob Coppo, the testing schedule was also changed to help students prepare for upcoming AP tests. “We decided to try it, as we had always done it for decades before,” Coppo said. “To have the testing before AP testing where the kids can be a little bit more focused ... and use it as test prep for AP.” This response, though, has come with “a lot of feedback” from various teachers and department chairs, according to Shockney.
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