Analyzing Global Products through the example of the H & M and Zara Essay

Dissecting Global Products through the case of the H and M and Zara industry - Essay Example This is done to stay away from delays and over reliance on a specific nation and less creation inside the framework. The firm works with mediators to offer the best to its purchasers. The association likewise considers the purchasers utilizing the item, and afterward it considers the go betweens who are the retailers and wholesalers that offer the items to customers, and get criticism from the buyers. H&M level of item adjustment bundling, evaluating, advancement and methods of conveyance Using the go betweens, the firm purchases the correct things from the providers and the correct market. H and M has an inventive involvement with structure and markets that thinks about style and material. The organization targets working with the conservative personalities of its shoppers. Dispersion is the way toward getting the associations items to the customers, and a channel of showcasing that disseminates the items around the market. The firm has a well circulation channel, and that it re lies upon the IT framework to empower it work productively in that it makes use web methodologies to enhance its creation and advancement of articles of clothing. In conclusion, the firm has a collaborate culture that works in congruity to ensure effective deals of its items (Saminather, 2007). The firm disperses its items through direct deals that incorporate those made to the magnificence advisors, excellence paleness, general stores, and shops around. Direct offering to the customers permits the association to be accountable for its costs, get reactions from the customers, and assume responsibility in the introduction of the items to the buyers. These immediate deals make them offer their items to various shoppers from various foundation. At the point when the association offers to retailers, they sell item straightforwardly to the retailers and the... The H and M industry is a Swedish industry that redistributes the non center tasks. The firm, an attire industry, doesn't possess any production line. The business purchases its items from a chain of providers that gracefully them with fabrics. The Zara Company is the conflicting of H and M Company that likewise manages materials, and it is the primary developing industry in Spain. The firm is possessed by Spanish Inditex gathering. Zara has built up an interesting plan of action and it has vertically combined the retailers; controls each progression of the worth chain, and it for the most part re-appropriates pieces of clothing with a more drawn out rack/design life. H&M plan of action centers around re-appropriating and Zara Company utilizes in-house model to expand its creation. The business level involves the administration chiefs, board of executives, and business staff. The administration work is to order the assignment and objectives of the business, set up what jobs the organization must be responsible for allot of resources for the distinctive endeavor territories of the organization, and devise and execute techniques that stretch out over the organizations. The business level involves the pioneers of the particularized business. Organization leaders’ duty is to clarify expansive articulations of goal at the business level into substantial methodologies for particularized organizations. The two organizations utilized the business level to actualize their procedures that prompted their prosperity. The viable level comprises of the business heads of accurate creation tasks. They develop useful systems that guide the execution of the organization and friends - level key points. They offer almost all the new thoughts that make it likely for the organization and business - level wide-extending supervisors to get ready systems.

Legal Aspects of Health Information free essay sample

Furthermore, outsiders are likewise permit to approach persistent explicit data if there is a fitting solicitation (McKay, 2010). This is as per the Health Insurance Portability and Accountability Act (HAIFA) and the state laws and guideline that relates the arrival of the secured wellbeing data. The HAIFA security decide sets restricts that are unequivocal for the people that are in a situation to get to the countered heath data for patients without the assent of the patients (McKay, 2010).According to HIPPO protection law, outsiders, who might be aliens to quiet, additionally reserve an option to get to the patient wellbeing data on the off chance that they have a legitimate approval to discharge the record. Instances of outsiders that will require approval to get to understanding data are patients business, lawyer, insurance agency, or even an individual from the patients family (except if the part has been designated as a sturdy intensity of lawyer for social insurance). We will compose a custom article test on Lawful Aspects of Health Information or on the other hand any comparative subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page At times, outsider might have the option to get to the patient data even without the approval. Models are certify and authorized offices and a court may give access to understanding records in a claim upon a finding of good aim (McKay, 2010). The Federal Bureau of Investigation (FBI) specialist is a person who is answerable for the insightful reason and in the office of inward knowledge where the person in question examines violations in the United States (FBI About Us, n. D. ). Consequently, a FBI specialist tit a court order is an approved client who has assent for the arrival of secured human services data since he is an individual who is in the law implementation agency.Law authorization is typically qualified for the wellbeing records once it has been affirmed that they are searching for the wellbeing records of a suspect or a survivor of a wrongdoing. As the leader of the wellbeing data the board division, I would permit the FBI operator to approach the wellbeing data and records of the General medical clinic for motivations behind examination. With respect to the patient, it is pointless to advise them that their human services records has been uncovered to an administration agency.According to McKay (2010), people are not given the chance of realizing that their wellbeing records were required by the law implementation official. This is on the grounds that the people concerned will get an opportunity to challenge the encroachment of the protection worries of their wellbeing records. The Patriot Act necessitates that the human services suppliers and the ones liable for the wellbeing data the board to prevent room telling whatever other individual that a Federal Bureau of Investigation has looked for or acquired the wellbeing records.

Blog Archive MBA News Darden Creates Formal Concentrations

Blog Archive MBA News Darden Creates Formal Concentrations After years of decrying specializations, the University of Virginias Darden School of Business has changed its mind and decided to create formal concentrations within its full-time MBA program. Students can choose from an array of specializations, including entrepreneurship, consumer marketing, supply chain management and sustainability, starting this month. Once students have chosen, the MBA program committee will reexamine the choices offered and make changes as needed. According to Professor Robert Carraway, Darden is not backing away from its traditional focus on preparing general managers, but does not want recruiters to perceive Darden students as being incapable of serving as specialists as well. Basically, the change is a marketing/communication exercise to make the schools students more appealing to employers and one that most Darden students would welcome, considering that it is an advantage that comes at no cost. Share ThisTweet News University of Virginia (Darden)

Essay We Must Promote Diversity in the Workplace - 656 Words

Diversity is what makes people different, not just culturally but in human differences. Having a multitude of differences in the workforce gives an organization the ability to use many ideas to reach a common goal. A person could say that a diverse group of people together in one room can accomplish greater achievements than a room filled with the same types of individuals. Managers understand the concept of diversity, and how important diversity is to the success of a company’s ability to implement programs that continue to develop a harmonious and diverse workplace. The recognition that diversity is a reality in the workforce has generated an enormous amount of activity over the years among leaders in business, government, and civil†¦show more content†¦Cultural differences in the workplace can sometimes become a challenge in the work environment. In order to facilitate these differences, there must be some form of cultural awareness. Cultural awareness can help emp loyees face the challenge of responding to individuals with different religions in the workplace, expose religious practices, and eliminate stereotyping in the workplace. Awareness of religions, and the beliefs associated with different religions, can be accomplished in many ways, such as training courses, workshops or company handouts (Thomas Kochan, 2003, p. 4). Companies must embrace multiculturalism and diversity. The impact of diversity is a successful learning experience for companies, and is equally as important to a company as its mission statement because of the educational and work ethics of its employees. Awareness and knowledge of diversity in addition to the similarities that humans possess can build relationships between employees and employers. Diversity helps employees and employers to be well educated and informed as to what forms a person’s values, attitudes, and behaviors. Many organizations are beginning to view diversity as an organizational change. This could possibly mean changes in the power dynamics and organizational structure, the way decisions are made, and the way anShow MoreRelatedWe Must Promote Diversity in the Workplace Essay953 Words   |  4 PagesAs the American workforce continues to become more and more diverse, it is becoming even more important for organizations to recognize the diversity of their employees and adopt policies surrounding diversity issues. The US Department of Labor estimates that more than 75% of workers currently entering the workforce are women, immigrants, or people of color (Clayton, 2010). Today’s organizations are facing a more diverse workforce, and customer base, than they did even as short as five years agoRead MoreDiversity And Inclusion Are Critical Strategies For Any Organization1320 Words   |  6 PagesDiversity and inclusion are critical strategies for any organization that wants to be su ccessful in business. Organizations cannot expect for diversity and inclusion to appear and work smoothly within the workplace automatically. Diversity and inclusion is a journey that companies must take to reap the rewards of being a truly global business. There are eight steps that organizations can apply to their workplace that will make diversity and inclusion a smooth and fun journey. Organizations can startRead MoreMemersion Reflection Analysis1593 Words   |  7 Pagesand diversity In today’s contemporary world, we must continue to safeguard our values of democracy, equity, and diversity. Democracy ensures personal freedom, fundamental rights, freedom of self-determination, political equality, and protection against fundamental interests (Dahl, 1998). Although we live in a world of mixed cultures, we must stand tall for what we believe in and continue to fight for freedom of choice, equal rights, fairness, respect, justice, and racism. As a people, we mustRead MoreWhy A Diverse Workplace Matters?1093 Words   |  5 Pagesvarious scholars has found that a diverse workplace, if managed properly, can do wonders for the success of an organization. Diversity means differences due to race, gender, ethnic groups, age, personality, tenure, organizational function, educational background, etc. Diversity involves how people perceive themselves and how they perceive others. These perceptions affect their interactions. Why a diverse workplace matters? / Benefits of workplace diversity An organization’s success and competitivenessRead MoreThe Australian Workplace Is A Evolving Environment1483 Words   |  6 Pages The Australian workplace is a constantly evolving environment. When we look at the structure of the Australian workplace environment, we can infer that Australia’s multicultural society has broken down the barriers of uniformity. This both contextual and individual concept is refereed to as diversity. Contrary to popular belief, diversity does not jus relate to gender, race cultural identity. Diversity is categorized into four main categories: organisational, internal, external and personalityRead MoreDiversity Analysis : Diversity Management Essay1040 Words   |  5 PagesDiversity Journal Diversity Management is the Key to Growth: Make it Authentic (Glenn Llopis, June 13, 2010) Article Summary: In the current fierce competitive global market, diversity management remains critically advantageous if any firm should make progress. Organizations must integrate diversity in their thoughts, actions and innovations. Diversity in organizations goes beyond making numbers to how people are treated in relation to its business model. It’s a time-sensitive necessity inRead MoreCurrent Management Issues Within The Brisbane Branch Of Guyumi1505 Words   |  7 Pagestwelve months the diversity of the workforce has been decreasing in a number of key areas within the organisation, it is believed that the new manager that was hired twelve months ago has caused this issue to arise. Currently there is a diversity policy in place that has had a gradual process over the last five years; however, it is likely that the failure of this policy is due to poor leadership and lack of control. Considering what benefits workplace diversity, the ways that diversity and the managementRead MoreDivers ity As A Ethical Imperative Essay1037 Words   |  5 Pagessummarize diversity as a ethical imperative. There will be a secular and biblical policy that explains diversity as a ethical imperative. Diversity is important in an organization and in order to sustain a ethical culture, it is in the company’s best interest to create a diverse workplace. In addition to the statement policy, this paper will consist of what the majority decides is important in reference to diversity in an organization and will mention the benefits of embracing diversity. In orderRead MoreAffirmative Action774 Words   |  4 PagesAffirmative action is a practice that is intended to promote opportunities for the â€Å"protected class† which includes minorities, woman, and people with disabilities or any disadvantaged group for that matter. With affirmative action in place people of this protected class are given an even playing field in terms of hiring, promotion, as well as compensation. Historically, affirmative action is only known to have protected African Americans and woman; however that is not the case. Affirmative actionRead MoreDiversity Training Plan704 Words   |  3 PagesDiversity Training Plan Jennifer Perez HRM/326 May 23, 2016 Diversity Training Plan Many employers are unaware of the benefits of and ways to achieve workplace diversity. This Diversity and inclusion training plan provides this information. This plan is designed to be presented by an individual who is knowledgeable in diversity and business strategies and who is familiar with the company’s

The Process Of Arranged Marriages - 1244 Words

One of the major areas this reality is demonstrated is the process of arranged marriages (Ross 279). Typically, Renaissance women were used as a way to combine families and increase political or financial growth for both families. Lucrezia Borgia is a perfect example of how young women were used during this time. When Lucrezia was just thirteen years old, she was married to Giovanni Sforza who was twice her age. She was married to him because an alliance with Giovanni would bring great political advantage to Lucrezia’s family (Hibbert 44). These marriages were basically business transactions with the daughters and sisters of the family being moved around like pawns to create the best possible outcome for the men. In some extreme cases, a widowed woman could be taken away from her children and forced to remarry because it would benefit her family (Keuhn 62). Another factor that affected how women were viewed in the family was the dowry, property or money given to the future husband by the girl’s family. In Margaret King’s book Women of the Renaissance she describes how a dowry shapes a women’s life even from infancy. â€Å"From the moment of her birth the prospect of a dowry loomed larger over the female: she represented potential loss rather than potential gain† (26). If a woman didn’t marry well enough to earn her family a better political and social standing, then she actually ended up costing her family. Rape is the most inhumane example of how women were treated.Show MoreRelatedArranged Marriage : A Choice Essay1161 Words   |  5 PagesComposition 09 April, 2015 Arranged Marriage: A Choice We have always been told to take the path take that will guide us to a better future. We have been asked numerous questions about what are majors will be in college, at what age do we see ourselves settled down and married. I too have been asked, but not the reaction I had expected. This conversation came up when I was talking to a group of friends where I had been asked if I would agree to an arranged marriage, due to my ethnicity. Just asRead MoreThe Mango Season By Amelia Malladi1249 Words   |  5 Pagesnews articles I learned that arranged marriage is something that is still common in modern day and age. In this paper we will address arranged marriage portrayed in the book, arranged marriages in the news, how they related to traditional practices and lastly the conflict between the traditional practice and modern day. Arranged marriages are a process not throughly understood by western cultures but greatly encouraged by eastern cultures and religions. Arranged marriages are als o often portrayed differentlyRead MoreArguments for and Against the Practice of Arranged Marriage1701 Words   |  7 Pagesfor and against the practice of Arranged Marriage According to Encyclopà ¦dia  Britannica (2009), for Indians, most marriages are arranged by family elderly based on caste, degree of cognation, financial status, education (if any), and astrology. In the article entitled â€Å"Marriage: Is love necessary?† in Little India on 2nd June 2007, Sudhir Kakar upholds the practice of arranged marriages among Indians. The article focuses on how the establishment of an arranged marriage is tantamount to the vision ofRead MoreArranged Marriages Should Not Be Lawful1128 Words   |  5 Pagessolemn vow.† In an arranged marriage, two complete strangers come together by family, religion, or ethics to become spouses. Stating these meaning packed words, the two vow lives to one another while barely knowing the other. Yet, that is whom the parents have chosen, so that is whom the person must wed. When this takes place self-choice becomes eliminated and God-given rights become invisible. Arranged marriages should not be lawful in the United States. Arranged marriages are an insult to theRead MoreMarriage Is A Fundamental And Vital Establishment1467 Words   |  6 PagesMarriage is a fundamental and vital establishment across the large majority of cultures and societies around the world. An arranged marriage typically refers to a circumstance in which primarily someone other than the partners themselves chooses marriage spouses. These other persons are normally the parents, but they may also be another kin. It is a merging of not only two people, but of two families through the process of agreement as well. Nevertheless, arranged marriages are an intricate subjectRead MoreArranged Marriages Essay example858 Words   |  4 PagesArranged Marriages We are all familiar with the story: boy meets girl, boy falls in love with girl, boy and girl get married. For the majority of the western world, this is our ideal image of a great beginning to a perfect marriage. But it is important to realize that while India is very modernized in some aspects, they still keep to the tradition of arranged marriages. Marriages formed out of love AKA love marriages do happen in India but it is not the norm. It isRead MoreArranged Marriage And Other Types Of Marriage1635 Words   |  7 PagesAn arranged marriage by definition is a marriage planned and agreed upon by the families or guardians of the bride and groom. The amount of input a bride or groom has is based on the type of arranged marriage (Psychology Wiki). Arranged marriage is a sensitive topic as it involves the values, beliefs and core characteristics of many people. There are multiple views on arranged marriage, both positive and negative. In the west, most individuals have negative opinions on arranged marriage. ArrangedRead MoreThe Immigrant Advantage By Claudia Kolker878 Words   |  4 Pagescultural tradition of arranged marriages brought by South Asian immigrants to the United States. Kolker agrues that arranged marriages are much more effective in finding a spouse than traditional marriages. Kolker believes that this tradition of assistive marriage should be adopted by Ame ricans. Research and studies have shown that â€Å"women in arranged marriages rated the highest marital status† (Kolker, 71) compared to couples who have arranged marriages. Arranged marriage is great for individualsRead MoreArranged Marriages : Women For Sale926 Words   |  4 PagesArranged marriages have been known to happen for several centuries. Arranged marriages are a type of marital union where a third party usually the parents of the pride and groom predetermine their martial agreement at a young age rather than each other select their own spouse. Historically, it was a primary way for a spouse to meet her or his future significant other. The traditional purposes of these types of unions were political, military, and social. They were common among the royalty and nobilityRead MoreThe Ultimate Goal Of Romantic Relationships978 Words   |  4 Pagesultimate goal of romantic relationships is to establish a long-term relationship culminating into marriage† (Gal a Kapadia 2014). This is the belief that was instilled in me since I was a child. When I started dating, I had a few relationships that ended after a few months. My parents would continuously ask me â€Å"Why date someone if you have no intention of marrying that person?† However, I was young, marriage was the last thing on my mind. My reasoning was that if I liked the boy, and the boy liked me

Renewable Energy Source Capable Of Solving The Current...

For years, scientists have been pursuing the discovery of a beneficial alternative energy source capable of solving the current energy crisis. Some of the most popular forms are solar energy, wind energy, and nuclear energy. Although solar, wind, and nuclear energy have many benefits, they are vastly detrimental to our environment. Solar energy requires a copious amount of space, wind energy is aesthetically disturbing and harmful to wildlife, and nuclear energy’s working fluid is highly pollutant. In turn, scientists have recently discovered the vast potential of ocean energy. The United States of America needs to pursue the further development of ocean energy. First, the ocean furnishes high levels of energy-availability. The ocean stands as the largest energy collector because of its massive size. According to Renewable Energy World, the sea stands as the largest solar energy collector because almost three-fourths of earth’s surface is ocean (Ocean Energy: Renewable [1]). â€Å"The Oceans are in one sense,† according to the Environmental Encyclopedia â€Å"a huge storage tank for solar energy† (â€Å"Ocean Thermal† [1]). Because the vast majority of earth is covered by the ocean, the ocean has more space to create energy than any other plant, panel, or mill. Ocean water is in surplus while land only covers approximately 25-30% of earth’s surface. While open and unused land supplies diminish yearly, the ocean continues to occupy relatively the same amount of surface area. Second,Show MoreRelatedA Nuclear Solution for the Future Essay2276 Words   |  10 PagesFuture For forty years the United States has encountered increased prices and demand for energy. So what has been done to end the energy crisis? Numerous government agencies, such as, the Environmental Protection Agency (EPA) and Department of Energy (DOE) have researched and made recommendations, but no systems are in place to resolve this situation. The U.S. has resources and technologies capable of solving these issues within the next 30 years, yet politicians struggle with the topic for fear ofRead MoreWater Recycling2166 Words   |  9 PagesThere are many technological solutions that could potentially help to alleviate the current water shortage on Oahu. For the purpose of this paper, our group has chosen to discuss what we believe to be the top three most feasible technological solutions. In order of current usability they are; 1. Water recycling 2. Desalination 3. OTEC (Ocean Thermal Energy Conversion) Water Recycling Water recycling here on Oahu is an important part of ensuring a sustainable water supply for future generationsRead MoreAlternative Sources Of Energy Sources2415 Words   |  10 Pages Abstract This report is on Alternative Energy Sources of Nuclear, Solar, Wind, and Hydroelectric energies. It is an exploration of why are they termed â€Å"non-renewable. â€Å"Additionally, I will address the questions for each of the four type’s nuclear, solar, wind, and hydroelectric, how is it generated and what technology is required. I will also explore the advantages and disadvantages to the use of alternative sources as energy sources. Finally, I will address the specific environmental impactsRead MoreCapital Ventures : Opportunities For Renewable Energy Investment10254 Words   |  42 PagesCapital Ventures Opportunities in Renewable Energy Investment: Case Study of China Table of Contents Abstract 3 Chapter One: Introduction 4 1.1 Background and Problem Statement 4 1.2 Research Objectives 7 1.3 Research Questions 7 1.4 Research Outline 7 Chapter Two: Literature Review 8 2.1 Overview of Venture Capital 8 2.2 VC Firm Opportunities in the Renewable Energy Sector 10 2.3 Market Opportunities for VC Firms in Renewable Energy 12 2.4 Empirical Evidence 13 2.5 ConceptualRead MoreA Study On Circular Economy2328 Words   |  10 Pagessustainability solution which will post global competiveness, foster sustainable economic growth and generate new jobs. This is the future for business, the Circular Economy will not only enable businesses to tap into new sources of value, but help forge resilient markets and supply chains capable of delivering long-term sustainable prosperity. The World Economic Forum, Ellen MacArthur Foundation and McKinsey suggest this circular transition represents a $1tn opportunity for the global economy. As such, itRead MorePlanning For Space Based Solar Power Stations3626 Words   |  15 Pagesintroduction to the concept of space solar power (SSP) and reviews prior researches of proposed solar power satellite (SPS) systems. The functional components of the SBSP are described, and different methods and promising hypotheses from previous and current developments are demonstrated. The fundamentals of wireless transmission methodologies are reviewed, including a discussion of the best way to transmit power without cables. The techniques of collecting solar power and the receiving power are outlinedRead MoreEnviro nment: Energy Development and Environmental Problems11602 Words   |  47 Pagescontributors to global warming due to past industrial activity.Per capita consumption patterns are highest in the developed world. | Currently, some of the developing nations who are the larger contributors to global warming.In the future, it is the current rapidly developing nations that will be the primary contributors to global warming. | --While it may appear that some of the developing nations are greater contributors to carbon emissions today, much of such emissions are from industrial activityRead MoreThe Effects Of Radicalization On A Hurting Earth3835 Words   |  16 Pagesa lot of people to become more involved in issues of climate change and sustainable development is how we see our role as adults, and as parents. â€Å"Not on my post† I heard one business leader say about her newly-adopted zeal to turn her profits and energy toward educating others and working against climate chang e, environmental degradation, and social and economic injustice. What kind of world will we leave our children? I ask this every day, and also what am I doing to leave a world I want my grandchildrenRead MoreStreet Light16880 Words   |  68 PagesINDEX |S.NO |TITLE |PAGE NO | |1 |Introduction |1 | |2 |Solar Energy |4 | |3 |Photovoltaics |24 | |4 |Solar Cell |28 | |5 |Solar Roadway |51 | |6 |Component description Read MoreEssay about Compact Flourescent Lamp and the Environment3703 Words   |  15 Pages(CFL) is the most energy efficient light bulb on the market. In the beginning, consumers had resistance toward the CFL. With governmental support in establishing energy-efficient lighting programs, the CFL have been able to stay in the market and improve throughout the years. Introduction With the advances in technology today, we are able to produce a variety of energy-efficient products, one of which is the compact fluorescent lamp (CFL). Having come a long way from the energy-absorbing incandescents

Marketing Investments and Brand Equity †Free Samples to Students

Question: Discuss about the Marketing Investments and Brand Equity. Answer: Introduction: The marketing activity of Houzit in Brisbane aims at capturing a 12% market share that will increase the companys sale by 8.5%. Product Selection is one of the main marketing activities for a manufacturer or a service provider. The selection of the product greatly depends on the purchasing trends of the customers, market researches and sales experience of the products (Gbadamosi et al. 2013). Pricing is another aspect that analyzes the marketing activity of a company. The price of the product is analyzed comparing the price offered by its competitors and hence this reduce the risk factor of the product is reduced. Promotional Activities plays a major role in determining the marketing activity of an organization (Kotler et al. 2012).. In this case, the Houzit Company in Brisbane can utilize the home ware magazines for its promotional activities. The promotion for a product can increase the sale of the product and hence increase the profit of the organization. The marketing plan of Houzit plans to increase its market growth in seasonal demand in the next six month. The product selection by the company affects greatly on the marketing integration of the company. The pricing of the product influences the sales of the company. The rise in price can decrease the sale for the company while a reasonable pricing can attracts customers for the company. Promotional activities of the company can increase the demand of the products for the company. A company can mainly invest in promoting of its products through chief media devices like the digital media (Nguyen 2014). The chief digital media at present comprises of online social networking platforms and the digital devices like internets, mobiles. Monitoring of a product is mainly important for the future prospect of the organization. Monitoring of the product can increase or decrease the profits of the organization depending on these factors. There are also some factors like external factors, cost-benefits and feedback that monitors the progress of the product. If a case is considered where a cost increases sales by 20% and another by 5% then, obviously it is the 20% increase in the cost that will be taken by the company for its expensiveness (NWANKWO 2013). Feedback is an important aspect in monitoring the product of an organization. A positive feedback can increase the sales of the product while a negative feedback can deteriorate the sales of the company leading to the ruination of the organization (Van Heerde and Neslin 2017). Distributing and Pricing Distribution and pricing play a crucial role in the business and marketing activity of the company. The distribution channel that the company follows is through its own physical stores that it owns in Brisbane. The company own about fifteen stores through which it carries out it selling process. The company also maintains a premium pricing strategy for all its products as their products are of good quality in the market (Davcik and Sharma 2015). The company can allow expansion of its physical stores in more areas of Brisbane and in Australia. It can plan for an international expansion through which it can distribute its product to more number of customers. Online website launch can be a good idea of distribution because market is easily approachable through these channels. In relation to pricing, the company can reduce the price for its new products and aim the mass market. The progress of the company for the new marketing plan and objectives can be measured by the increase in sale of the product and revenue of the company after the proposed plan. Market expansion can be measured by analyzing the increase in number of physical stores and revenue from the online business (Rego et al. 2013). Mainly number of orders, revenues and number of stores is the key performance indicator for the business to judge its achievement of targets. The staffing proposals of the company for distribution of responsibilities and the delegation of roles to the staffs will include marketing manager, a PR manager, an advertising manager, in store sales team and web designer. These are the most important staffs required by the business to carry out its marketing activities smoothly. Marketing manager will be responsible for monitoring the entire marketing activities and designed promotional methods. PR and advertising manager will look after the external market promotion and sales team will carry out indoor sales. Web designer will be helpful to design a unique web page for the online website of the company (Strauss 2016). The strategies developed for the marketing of the product can be communicated to the staffs and other required personnel of the company through board meeting, staff meeting and press releases. These three will be the most effective method through which the company can share its plan to the staffs within the organization and delegate the responsibilities to the required people (Baker 2014). Staffing Support Plan The coaching and mentoring of the activities of the staffs is important for the business while carrying out a successful marketing plan. Some of the steps to mentor and coach the staff on its work is by delegating, offering performance feedback, carrying out a coaching meeting, offer words of wisdom to the staffs, set goals for the week, offer trainings and others. Some of the strategies by which the company can carry out for helping the staff carry out the planned strategies effectively are shown above (Garvey et al. 2017). Resources that the company offers to the staff to carry out effective marketing strategy can be assessed by analyzing the level of usage of the resources and the level of target achieved. For example, the financials and funds offered by the company to the marketing personnel to carry out effective promotional activities can be assessed by analyzing the total fund spent and the percentage of target achieved according to the set goals. Thus the main resources that the company can analyze includes financials, number of marketing staffs, use of information tools and others. Feedback is important for any organization to motivate the staffs and to mentoring them to offer better performance in case they lack in something. However, for the feedback purpose the company needs some model or tool in order to carry it out effectively. The model that would be appropriate for the feedback of the marketing staffs would include Feedback Sandwich. This model involves three important steps that would allow the company to offer feedback on both positive and negative performance of staffs and further recommendations. Such type of model reduces the bad effect of negative feedback on the staffs and encourages them to improve in whatever they are doing. Thus, it will help the company to reduce its employee turnover (Hardesty et al. 2014). For analyzing the performance of the marketing staffs in meeting, the required objectives of marketing the company can carry out one on one session with the staffs delegated with responsibilities. This will help them to know the challenges they are facing while carrying out their task. Accordingly, the company can offer further training and session to the staff to improve in their weakness. Further, it can publish weekly report on the performance of every staffs and arrange a meeting to discuss about the report. This will help the company to analyze the performance of each staffs and the challenges they are facing (Nguyen et al. 2014). One on one coaching is helping to improve the performance of the staffs in the organization. The manager of the company can offer one on one session to the marketing manager as he carries out the main management of the marketing activities. One on one session will be done through a meeting on a weekly basis in which the marketing managers will share the performance of every staff and the manager of the company will offer improvement plan and guidelines on it. On the other hand, marketing manager will carry out on one meeting with the advertising head, PR head and other marketing department to discuss the modification in the plan and the new target that is required to be met (Charlton 2016). The performance to date of the marketing staff has been good which is evident by the increase in the amount of sale of the company and a good amount of traffic in its online business. However, it is necessary for the business to maintain such performance in the future in order to be one of the best home-ware companies in Brisbane and in Australia. For the purpose, the actions that the marketing manager can continue to take include setting up of monthly marketing plan after analyzing the achievement of the previous months, to carry out training on marketing updates and introduction of new marketing tools and recruit staffs when necessary according to the advanced marketing techniques. These steps will help the marketing manager to continue the achievements in the upcoming years. Marketing Performance Report According to the report provided by the Lamberts Consulting on the home-ware business of Brisbane, it is seen that from the marketing activity the company has been able to increase their market share in Brisbane from $175 million to $199 million within six months of the marketing plan. Thus, the company was able to meet the targeted growth of 10 percent for the year that it planned for its marketing goals. The average stores sale also increased by the estimated target by $28,200 per week in each stores. This good growth took place due to marketing efforts. However, the web-based marketing did not show much improvement and thus, further marketing objectives should focus on more online-based sales rather than store sales. Marketing plan should be set according to the target. The success gap in the marketing plan that was set by the company was seen in the stagnancy in the number of physical stores and lack of growth of online selling channels. The gap existed because according to the set target in the KPI eh company had to achieve a growth in its physical stores and online sale. The sale of the company had increased as targeted; however, the increase in sale was all from its existing stores. Moreover, online marketing was not achieved as expected by the company. The main cause of such gap is that the marketing team focused more on increasing market sale through increasing sale rather than increasing stores. The way of achieving market share was different then the set KPIs. On the other hand, the company lacked the knowledge about online sale and thus failed to take desired steps for its development (Casero-Ripolls and Izquierdo-Castillo 2013). The marketing outcome was good; however, the company should focus on increasing the number of stores as competitors are trying to capture the home-ware market in Australia. Thus, in order to improve its strategic performance the company should focus its plan on one single thing in one time and after desired result, it should move to other strategies (Wu and Onari 2016). This will help them get the most expected result from all types of strategies. The over-performance was seen in the increase in the average store sale, which was estimated to increase only by 8.5 percent. It increased by 12 percent, which was much above than the targeted percent. This was much more then the targeted increase in the sale from the store. This was because the marketing team focused more on the in-store sale rather than other sources of sale such as online business. The trend shows that the marketing team did not take any step towards the promotion of the online business, which resulted in zero sales from the online website. Moreover, the team did not even focus in increasing more physical store from capturing the market share and just focused in increasing market share through sale volume. The targeted plan for the next one year will be mainly on online business (Holden 2013). The company will hire and train personnel about online business and invest more and more on internet marketing. The target is to achieve a 20 percent of its revenue from the online business. References Baker, M.J., 2014.Marketing strategy and management. Palgrave Macmillan. Casero-Ripolls, A. and Izquierdo-Castillo, J., 2013. Between decline and a new online business model: The case of the Spanish newspaper industry.Journal of Media Business Studies,10(1), pp.63-78. Charlton, C.T., 2016.Effects of a self-management procedure using student feedback on staff members' use of praise in an out-of-school time program. Utah State University. Davcik, N.S. and Sharma, P., 2015. Impact of product differentiation, marketing investments and brand equity on pricing strategies: A brand level investigation.European Journal of Marketing,49(5/6), pp.760-781. Garvey, B., Garvey, R., Stokes, P. and Megginson, D., 2017.Coaching and mentoring: Theory and practice. Sage. Gbadamosi, A., Bathgate, I. K., and Nwankwo, S. 2013. 1 The Purpose of Marketing.Principles of Marketing: A Value-Based Approach, 1. Hardesty, S.L., Hagopian, L.P., McIvor, M.M., Wagner, L.L., Sigurdsson, S.O. and Bowman, L.G., 2014. Effects of specified performance criterion and performance feedback on staff behavior: A component analysis.Behavior modification,38(5), pp.760-773. Holden, G., 2013.Starting an online business for dummies. John Wiley Sons. Kotler, P., Hessekiel, D., and Lee, N. 2012.Good Works!: Marketing and Corporate Initiatives that Build a Better World... and the Bottom Line. John Wiley Sons. Nguyen, A.T., Reiter, S. and Rigo, P., 2014. A review on simulation-based optimization methods applied to building performance analysis.Applied Energy,113, pp.1043-1058. Nguyen, C. 2014. Developing e-marketing tools: Case company: CASTA Ltd. NWANKWO, S. 2013. 1 THE PURPOSE OF MARKETING.Principles of Marketing: A Value-Based Approach. Rego, L.L., Morgan, N.A. and Fornell, C., 2013. Reexamining the market sharecustomer satisfaction relationship.Journal of Marketing,77(5), pp.1-20. Strauss, J., 2016.E-marketing. Routledge. Van Heerde, H.J. and Neslin, S.A., 2017. Sales promotion models. InHandbook of marketing decision models(pp. 13-77). Springer, Cham. Wu, S. and Onari, H., 2016. Production Capacity Planning with Market Shar e Expansion under Different Procurement Strategies.Int J Econ Manag Sci,5(345), p.2.

AP Literature Glossary of Literary Terms with Examples Flashcard

AP Literature: Glossary of Literary Terms with Examples

Marketing Proposal Essays

Marketing Proposal Essays Marketing Proposal Essay Marketing Proposal Essay Our report analyzes the issues incorporated in NYF and recommend way to improve the situation. After evaluating the needs and wants of our existing and potential consumers, we decided to introduce a new product, which is Potatomade Noodle. Also, this paper will discuss the SWOT analysis performed, and evaluating what are the opportunities and strengths as opposed to our weaknesses and threats. Also, we have come out with an initial plan to market our new product. Through (1) Branding and Positioning; (2) Pricing; (3) Marketing channel; and (4) Promotion, we will bring the product toward success. ? 3? Introduction: the Company New York Fries (NYF) is a privately owned, Canadian franchise founded by Jay Gouldand his brother Hal in 1983. It specializes in fresh-cut fries and hot dogs. The firm’s concept is simple but their standards are high. New York Fries start with hand-cut fresh potatoes on site everyday and cook them in non-hydrogenated and Trans-fat free sunflower oil, which makes their fries low in saturated fat and cholesterol free. So their company mission is very simple: to serve customers with â€Å"REAL. FRESH. FRIES†. They are customer-centered policy that put customers as the essential consideration criteria to their products. Currently, there are over 201 stores across the world, but only two in Hong Kong. Agreement requires franchisee to open a minimum of 10 locations in Hong Kong and Macau within 5 years. New Product Idea There are several issues with NYF that make it less popular as opposed to other fast food restaurant in Hong Kong. NYF sales are significant lower than other competitors. The lack of variety and popularity of NYF (HK) are the main concerns of our marketing strategy group. As we found in a survey conducted by our group. There are 70% of participants who did not know anything about New York Fries. Among those who knew the existence of NYF, there are more than 50% of them thought NYF offers limited choice of food. 1 Therefore, we have decided to enhance the variety of food and introduce a whole new concept of fast food, the Potato-made-noodle. Besides providing varieties to the 1? Refer? to? appendix? I? ? 4? consumers, we choose potato made noodle because potatoes are more filling and will be able to satisfy consumers’ hunger, especially for those who need to be full during their long working day. Also, potatoes are generally healthy as well. Our product is a freshly potato made noodle, either western or Asian style. These noodles will be freshly made by a selected supplier and delivered to our stores promptly everyday. They will be served in different flavors like chess baked noodle, oriental style soup noodle (spicy/nonspicy/chicken flavored, beef flavored) and other flavors. Besides adding to the variety of foods sold in NYF, this new product also solves the issue of health concern of their customers. Customer Needs and Wants For our targeted customers, they have a similar desire for a benefit that is fast-served yet healthy food. Thus, we serve these customers with a new concept of fast food: highquality, convenient, delicacy, fashion and prestige. Although it seems that the new concept is irrelevant to NYF’s current business line, it is in fact consistent with the firm’s current mission, which is to actively change the business in order to satisfy their customers’ needs and wants. In addition, modern consumers are actively seeking for a highly fashionable lifestyle, which might also affect their eating habits. Also, we believe that potato made noodle is more filling, and will able to satisfy our consumers’ hunger during break time. In contrast to wants, products will only be successfully introduced if consumers are able to afford, thereby converting wants to demands. We believe our targeted customers, who are ? 5? the white-collar working class, have the purchasing power to afford a bowl of potato noodle served by us. Targeted Market Segment In Hong Kong, we are targeting Asian who has tradition of eating delicious noodles. Our target customer group is aged from 20 to 45 years old, with a monthly income of $10,000 to $50,000. They are mainly the white-collars, who are in the working or middle class. They are status-oriented achievers and always demand for fashionable way of enjoying traditional foods. We target to serve our noodles as a quick lunch during the customers’ limited break-time. We believe the noodles will be beneficial to those who seek for high quality, healthy and fashionable fast food. Our target segment is relatively small but well defined at this stage in order to achieve greater market share at the introduction of our potato noodle. SWOT Analysis Strengths Since NYF has been specializing in potatoes for more than 20 years, this provides us sufficient resources and abilities to produce potato products. Also, we have a strong and effective supply network in both North America and Hong Kong, which enables us to obtain cheap potatoes supply. These ensure that we are able to produce superior potatoes with current skills and knowledge. ? 6? It has a long established image of best potato product’s providers, which is mainly based on our long-term outstanding brand-service to the customers. For those who knew about NYF, they thought NYF provides the best fries (potatoes), compared to their competitors, McDonalds and KFC. Due to the experience obtained in past years, the production technology is complete, which means that NYF is able to provide variety of sauce flavors. Weaknesses Low variety of food because of their specialization. This situation may cause failure in attracting more customers who may have varieties of tastes on food. Limited consumer groups since the majority of our consumers are young adults, who are below 40 years old. Our service seems to be inaccessible because there are only two stores in Hong Kong nowadays. The relative number of branches of NYF in Hong Kong is too small and people may find it hard to find our location. However, we would look into the further business expansion upon the reform of NYF. Our current line of food maybe relatively unhealthy, because we usually provide fried food, which is always the pronoun of rubbish food and it doesn’t fit the modern concept of â€Å"good food†. NYF is yet to get popular in Hong Kong. Publicity and advertisement are obviously not enough due to limited investment on advertising. ? 7? Opportunities Increasing emphasis on healthy food will bring us a new opportunity because nowadays people prefer to eat healthier food with the illusion that the so-called healthy food can always make them healthy. We think that providing modern healthy food can both increase the turnover of our company and the image of our own brand. At the same time, we are aiming to change the stereotyped perception of consumers toward fast food. There are more people emphasizing on efficiency these days. Therefore, they want faster-serving foods. This potato noodle will be served like a fast food. Thus, this will serve the benefit seek by customers. According to the our daily observing, people nowadays prefer new fast food concept, they are totally bored with traditional fast food like fries, burgers etc. Our new concept of fast food may refresh their discerning taste. Potato is one of agriculture products that have an elastic demand. Therefore, supplier cannot exploit the company by increasing their price, as supply of agriculture product always exceeds the demand in the economy. Threats There are too many competitors in Hong Kong, and we always have to face substitute’s threat. For example, the other fast food provider, noodle stalls and etc. ? 8? It will be hard to make the public to change their stereotyped perception toward fast food, which is â€Å"fast food equals junk food and potato equals fats†. If this is not well encountered, we could not deeply develop this new market. In the process of developing our new product, we also have to face the dietary of modern world people: they always reject fast food. And this will force us to think of different efficient ways to change this kind of dietary. Branding and Positioning NYF has got reputable brand equity. Since its establishment back in 1983, NYF has been established as a fresh potato fries provider, offering exceptional fresh and best fries in town. We would be using the manufacturer’s brand, NYF for our new product. We are introducing a new product to the existing brand, the potato noodle. Thus, it would be a brand extension for NYF. This would save a little cost as a result of slightly less advertising cost. It would take less time than normal new brand development for consumers to accept our product. This is because existing loyal consumers are more likely to accept and try out our new product. Besides, the brand extension is also consistent with the current brand’s image, which is providing fresh potato-related products to consumer. In relation to managing the product life cycle, we believe it would have a relative longer life than normal fast food, as it is less likely to trigger any health issue as compared to other fast food. This can be supported by the long history of noodles restaurant in Hong ? 9? Kong, which are still earning significantly large profit at present. In addition, NYF marketing team will be innovative in future to invent more flavours to the potato noodle in order to extend its maturity stage of product life cycle. Our positioning statement would be â€Å"To customers who need fast, healthy and delicious food, we cook the best potato noodles†. Our positioning strategy will focus on the following two differentiations: Product Differentiation In contrast to the prevailing unhealthy, fried fast food, we developed the new fast food concept: the potato noodles. We choose the best potatoes and specialize in delicious, healthy potato-made noodle, which is different from McDonald and KFCs fried chicken. Potato noodles will fulfill the eating habit of Asian people and those who like to eat potato Image Differentiation New York Fries will continue to use yellow sunflower as their symbol, which indicated that the food is made with sunflower oil, which is healthy. Yellow sunflower also conveys the information of brightness, happiness, and loveliness to pleasure our customers. Overall Positioning Our product is offering the â€Å"more for same†. We are offering the more added value noodle at market price for other noodles. NYF will be able to have slightly more advantages in cost control as we have been in this business for years. We are able to offer a distinctive quality of noodle as compared to our competitors, other noodle providing restaurants. ? 10? Pricing The market our company operates in is a monopolistic competition market where there are many buyers and sellers trading with differentiated offers. Product differentiations are particularly essential in order to achieve high turnover. We are setting our price at market price so that consumers would purchase our products rather than the competitors. Market penetration pricing is a suitable pricing strategy for our new product. This is because consumers are not very aware of our company. In order to attract a large number of buyers, it is better for us to set a low price to gain a larger market share quickly. Once the consumers are confident and more loyal to our product, we can then evaluate and raise the price to increase our profit margin in future. Initially, we would propose that the price for a bowl of standard potato-noodle would be charged at around HKD$25-HKD$35. Promotion This promotional strategy will last for 3 years as there are three stages that we want to achieve from time to time. Firstly, in the Stage–Brand Recognition: advertising and sale promotion and buzz marketing are crucial to enhance people’s recognition toward NYF. Advertising: in lifestyle and fashion magazine and on buses: We want to advertise in some local magazine, for instance, Readers’ Digest and Milk. Since the above magazines are well circulated in Hong Kong, the readers are mostly working classes or even adolescent who are our targeted customers. Compared to ? 11? advertising in some TV channels, advertising in magazines is a cheaper method to approach our potential customers. It can also lower our promotional cost. Also we need to increase the exposure of our brand name. Advertising in outlook of buses is one of our promotional means. It is not only inexpensive, but it also spreads our messages to a huge audience. Online banners on strategic websites: Nowadays, internet is a bridge to communication. People use it as an information channel to get the first-hand information, especially in some forums, for examples, Uwants and Discuss. It is hoped that the online banners on these two forums could get people’s attention. Sale promotion and buzz marketing Our company will offer some sample tasting of potato noodles outside our branches for the first week of selling. Participates are required to fill in the evaluation form after tasting for further improvement. The cost of sample tasting is low. It could also attract more potential customers to try our new products. Also we will offer price packs in first month after the first selling. This price packs mainly aims at stimulating our sale and attracting more customers. As one month after the first selling, people may lose their curiosity to try our new products, therefore, launching price packs can help customers’ lower their defensive to the new products. The price packs can be launched for a year until the start of the second stage of promotion. ? 12? Second Stage would be Brand Knowledge. The amount of advertisements will be sharply decreased and the format of the ads will have slightly changes. We will focus on the public relations in order to build up the company image in the community. Informative advertising in lifestyle and fashion magazine Milk and Readers’ Digest will be continued to act as our communication platform. We will invite some gastronomes and editors to try on our new products and write some commentary and recommendation in order to attract more new customers. Public Relations in continuing the donation to National Kids Cancer Ride: NYF has been longed established the donation to National Kids Cancer Ride. There will be three days of selling in August where all sales revenue will be all donated to National Kids Cancer Ride. Also, we will organize a range of fundraising activities for Children’s Cancer Foundation, which is a local charity organization. Hong Kong people concern about whether the company is ethical or not. It is believed that the donation for these organizations can act as differentiation with other similar fast food shops in Hong Kong. Third Stage is the Brand Preference. Advertising and public relations will be continuously launched. It is hoped that all the promotional means could be deep-root in many Hong Kong people’s mind in order to help people remember the brand of NYF and choose it as the first priority in comparison with other fast food shops in the local. We will advertise in the Cable TV because it is cheaper than TVB and have more potential customers than ATV. Wewe will emphasize on our strengths in order to compete with ? 13? other prevailing products. Although the cost of the broadcast in TV channel is relatively high, it can reach many audiences. From a psychological research, when the same picture is broadcasted on the TV nonstop, it simulates peoples’ purchasing power. In relation to public relation, we will continue the donation to National Kids Cancer Ride and Children’s Cancer Foundation. Charity works will be continued because it not only acts as a promotional means, but it is also a social responsibility. For Sale promotion and buzz marketing We will continue sample tasting. After collecting evaluation forms from the first stage of promotion, we will amend it and launch a second round for customers to try on. The sample tasting will launch at the third year. It is hoped that different sauces of potato noodle enhance the variety of the existing products. In addition, we aim at boosting the sales of potato noodles and providing opportunities for new customers to try our product in a cheap price through price packs Place (Marketing Channel) NYF adopted the vertical marketing system (VMS) as its channel structure. We understand that cooperation and efficiency between channel members are important in order to deliver our products to customers smoothly. Therefore, we use contractual VMS which is a franchise system (service firm-sponsored retailer franchise system), NYF will grant franchise to retailer shops in different parts of the world to operate business. This system is unified; coordination and conflicts management are attained through contracts and agreement. ? 14? NYF is popular in Canada and US but not in Asia. The limited number of branches in Hong Kong makes it inconvenient and inaccessible for customers. Our products cannot reach our customers efficiently. Therefore, we have a new distribution strategy. In order to satisfy customer needs, we will open 2 branches in Central and Admiralty, and 1 in Causeway Bay, which are accessible for white collar working class as well as teenagers. We can provide them quick and healthy potato noodles during their limited lunch time. As these places have high pedestrian flow, this can easily attract customer’s attention and raise NYF popularity. Morever, NYF uses selective distribution, which has good market coverage and a moderate cost. As from the franchise agreement, opening more branches are inevitable in the coming years. In this way, our new product, potato noodle can easily reach the targeted customers and at the same time with more control and less cost than intensive distribution. For international distribution channel, NYF will first introduce potato noodles in Hong Kong and other parts of Southeast Asia, we will test the response from customers and collect feedback. Then we will continue to improve our product. When our product becomes mature, we will introduce potato noodle to Canada and US. We will establish potato noodle as an exotic, oriental and healthy fast food. ? 15? Appendix I Attached result of our online research (survey). There were in total 60 participants to our survey conduct. ? 16? ? 17? Apendix II (online survey questions) Cognition of New York Fries Author: yyy We are doing a marketing plan on a fast food company New York Fries. Our goal is to investigate the Hong Kong people of cognition toward New York Fries. It would be much appreciated if you could kindly spare some time to fill in the following questionnaire. Your information provide for academic purpose will be kept confidential. It will be discarded properly. ? 18? Thank you. End ? 19?

Marketing case analysis Essay Example | Topics and Well Written Essays - 500 words - 3

Marketing case analysis - Essay Example Brand contribution is the margin that the company gains from the sale of its products. That means that the costs have to be relatively lower so that the company can achieve its desired margin. Brand equity refers to the positioning of the company products. Positioning is a critical part of marketing because it directly affects the sales volume of a company. The first issue that the director of marketing should deal with should be brand equity. Brand equity will include the positioning of the company’s products. That involves the advertising part of marketing. The company should carry out a marketing campaign that is aimed at targeting the customers of the company. The company should come up with the target market in which it should direct its marketing towards. That will ensure that the company does not waste its funds on unnecessary marketing. The company can also carry out a research that will enable it to know the distribution of its customers. For example, the company can come up with a questionnaire that will ask the customers where they reside and the convenient place that they would prefer to purchase the product from. That will enable the company to locate its products in retail stores in which most of its customers population reside in. that will increase the sales volume of the company and that will make the product mo re profitable (Ali 8). After the brand positioning has been established, the next part will be brand sales. Brand sales will involve the company increasing the sales volume. That will be made possible if the product positioning is done perfectly. That implies that the product should be within the reach of the target customers. The company can therefore carry out a marketing campaign that will be around the area where the customers are heavily populated. That will ensure that there are first purchases and repeat purchases. The first purchase can be done by the company carrying out a promotion

Maritime Budgets Struggle Article Example | Topics and Well Written Essays - 1250 words

Maritime Budgets Struggle - Article Example The implied hypothesis is that the decisions taken by the administration regarding maritime budgets in the FY 2011 budget are against the maritime industry in America and insensitive to homeland security. However, it does not throw any light on the performance of the maritime agencies in America. The hypothesis of the author appears to be skewed since it does not mention whether the budget cuts are uniform throughout various programs or specifically maritime agencies have been targeted. Also, the article glorifies the budget cuts and discounts the increase in spending on maritime agencies and programs by phrases like ‘aging academy, and ‘â€Å"difficult tradeoffs† between men and women and machine’ (Bondareff, 2010) The article does not answer the question regarding the impact of the budget cuts on maritime agencies and programs. The central argument of the article is that allocations in FY 2011 budget, to maritime agencies is reduced to make up for the budget deficit. Though it mentions the programs which have been denied funding in the FY 2011 budget, the article does not mention the importance/contribution of those programs to the maritime industry in particular and country in general. It does not mention the progress in the programs from the previous funding; is it the case that the programs were running excellently and now their growth would be stunted due to decreased funding or since the programs were not performing up to the expectations so the funding is decreased. The study undertaken is useful in a limited way in the sense that although it highlights the budgetary decisions of the administration regarding maritime agencies and programs, it does not throw any light on the implications of these decisions and the justifications given by administration for taking such decisions. The study appears to be a collection of

A marketing plan for a small gym

A marketing plan for a small gym I will be opening a small business. It will be a gym called Maximize Yourself. It is a private business, this seemed fit because it is a new business and incase it fails, I will have limited liabilities. The Goal of any business would obviously be to make a profit, but to enjoy yourself whilst doing so is important. The goal of enjoying is going to happen automatically because I love fitness training and being able to help others achieve their fitness goals makes it all worth the while. To jump start the business and start making quick profits, debts are required to be repaid, bank overdrafts will be paid as soon as possible to jump start the profit making process. The gym offers amazing services and products including, clothing, supplements, and protection gear and of course fitness training. The gym will have 6 employees including 2 women and 4 men. The women will be mostly concerned with boxing and fitness training and the men focus more on the main gym room, boxing, and also rehabilitation done by myself. All employees are able to answer any questions that members might have, give tips on how to do exercises, and even offer nutritional plans to those of whom are looking to improve their diets. The gym is located in Ryde because there are no other gyms in the area and it is a high traffic area. There is also a pool nearby and sporting clubs in Ryde making it an advantage because people would want to stay in shape and have nice bodies to show off. Also the fact that there are no competitors nearby makes it less of a hassle to have to constantly keep up with competitors. The gym is open 7 days a week, from 8 am to 8pm on Monday to Friday and 8 am to 6pm on Saturday and Sunday. Maximize yourself gives bonus offers whether its free boxing and fitness training classes, or discounts for multiple members entering at once, discounts for people who refer others and of course for loyal long term members. This business is all about, overcoming objectives using various strategies, achieving goals, helping people with their fitness goals, and enjoying a job at a gym. Because the gym is in the establishment stage it needs to build a reputation, and to do this we are giving special trial offers and also advertising via commercials and radio broadcasts, etc. Business Description and Ownership It will be a small business, its called Maximize Yourself, it will be a Private Company because it is a new business and if it fails it will limited liabilities. The goals of the business will be to make a profit and to do this it will need to build a reputation, starting with ads like commercials showing free trial offers and deducted prices on equipment in the opening month to get some customers. It will be located in Ryde because there arent many gyms there and its a high traffic area. I will be the owner and start off with 6 employees that have personal training experience to help customers with training and they will ensure all equipment is in place and help with questions that members might have. Employees will rotate between jobs and I will manage financial statements like cash flow in and out of the business. The purpose of the business is to help people with physical goals whether its building or losing weight and in doing this make profit. I will need to manage my funds for the equipment I will be buying with a loan and then repay them when I can. Purpose of plan Preventing failure and guiding a business to achieve its goals is the main purpose of a business plan. By setting targets for the business a giving a design it enables it to evaluate its progress against identified reference points. In order to have a clear direction with the business and a path for the future a well written business plan must be created. It can show how the business could perform in the future and the priorities that are set for the business. The goals of Maximize yourself include: Making a profit (Financial goal, short term/long term) Satisfaction in work self achievement (Personal goal) Long term security Financially (Financial goal, long term) Sponsorship by supplement/ body fitness companies (Social goal) Successful business (Personal goal/Financial goal, long term) Increasing market share (Financial goal) Help people achieve their physical goals (Personal goal/social goal) According to the textbook a business plan outlines: A description of the business (Name, address, organisation and management) The businesss goals A market analysis Customer needs and size of the market The goods and/or services the business provides The industry in which the business operates Marketing/production/financial/employment relation strategies. Situation Analysis This is to make an analysis of the position of the business at the present time SWOT analysis Strengths Great Locations Brand new equipment No bad perspectives of the business because its new Buildable reputation based on service Good manager Skilled and qualified Workers Good use of technology 4 rooms (gym room, fitness training room, boxing room, rehabilitation room) Great reputation (over 100 members) New and updated equipment Large rooms for easy transition between equipment and rooms Weaknesses Low amount of staff and therefore longer shifts Still an expanding financial position High costs required for quick profits No reputation Opportunities Expanding to new locations A growing market means more people will participate Can attract more people due to it being a multigendered gym Threats Increased rent costs Possible changes in governmental regulations. Competitors (Runyaway gym) Competitor Analysis Runyaway Gym Strengths Low prices Many workers A lot of equipment Great reputation Good finance Trained employees Qualified and experienced managers and workers Weaknesses Due to it being popular it has high membership costs Its large reputation means that the Gym could be filled with members at certain times Opportunities Much easy chance of expanding to new locations Large profit allows it to Buy out competitors Threats Competitors (Fitness First) A lot of gyms are starting up Loss of members due to high costs Market Analysis provides enough information to convince a lender or investor that the business has enough existing or potential customers to achieve a certain amount of sales even though theres competitors Target Market and market research The reason maximize yourself is located in Ride is because there arent any gyms in that area, but there is sporting teams and swimming pools which will influence people to want to workout out, lose weight and get fit, to look and feel better and what better way then joining the gym and pursuing their goals . The businesses main focus is: Helping people achieve their physical goals with prices that wont burn a hole through their income. A place to socialise and possibly meet future husbands/wives and also to share tips and make new friends. Also teenagers will be a major topic, due to the fact that there is suddenly a revolution of mostly teenage boys wanting to get into shape a build muscles to show off to the girl in summer. -Aged people, to keep their fitness levels up and maintain their dietary needs. -Lastly, mothers, having to lose those stubborn few pounds to achieve the body they had before getting pregnant Market Segmentation The division of the total market into small segments based on the similar characteristics of a customer group. This is a prediction of how many members the gym will have in the first 2 months, and their age range. AGE AMOUNT OF MEMBERS 10-15 5 16-18 15 19-26 44 26-35 19 36+ 17 This is a prediction of what areas of the gym they will be doing Age Bodybuilding Boxing Body Fitness Cardio/weight loss room 10-15 1 4 0 0 16-18 9 4 2 0 19-26 24 10 2 8 26-35 4 2 2 11 36+ 1 5 1 10 Objectives and strategies Objectives are specific goals. They need to be S.M.A.R.T which means they need to be Specific, Measurable, Achievable, Realistic and Timed. Key business functions Operations: The physical production of a good or the provision of a service. Since my business is a gym it is service based. This can be both an advantage and a disadvantage. Its an advantage because: -There isnt that extra hassle of having enough stock -Making sure its not over stocked -Finding the latest new products to sell to appeal to consumers needs and compete with other businesses -Having to constantly innovate into the business later on in the business life cycle. This is a disadvantage because -If what your providing isnt selling then you could always innovate new products into your business, but when its service based there is no backup, therefore it means that your service must be so good that it will appeal to others and keep consumers interested -It costs a lot more to replace equipment used for services as opposed to just replacing a product -The fact that you cant actually advertise how good your service is as opposed to saying how good a product is in an advertisement. Also having a good description of the good or service, including: -Technology used -Materials and equipment required -Supplies used Testing and evaluation expenses The service the business will provide includes: -From open till close, 7 days a week, at all hours, there will be personal trainers available throughout the gym answering any questions members might have and also helping out people with their workouts, and giving tips on how to maximize their time in the gym to get the best possible results and help them to achieve their goals fast. -Personal trainers that will constantly give feedback to members and support them as they strive to achieve their goals. -A range of knowledge ranging from bodybuilding and body fitness to fat burning and rehabilitation, also kickboxing will be taught by a former champion. The businesses service will be amazing because all employees will have experiences of at least one of these categories and will be able to share experiences and accomplishments and help members do the same. Objectives for the gym include reducing cost of merchandise like supplements, and gym gear, also lowering membership costs or giving free offers, a strategy to accomplish thisis to lower the prices but be aware of competitors prices so the business has a fighting chance, its at a reasonable price, and its still making profit. Another objective will be to improve quality of the service and the products sold, strategies involve researching about the new and latest product but for the sake of them being beneficial as opposed to them costing more then requiring members to pay more for products, also introducing new employees or exercise categories like yoga to attract a variety of consumers. Marketing: This involves finding out what consumers need and want and linking these to the businesses product/service. These may result in a new promotional campaign. Appealing to consumers needs and wants is one of the very daunting tasks of the establishment stage, because it requires finding out what the consumers want and being able to provide that with your business. In terms of a gym, consumers want to be able to achieve their physical goals without getting ripped off, they want to be able to be able to get their moneys worth, be in a comfortable, friendly and inviting environment that would make them want to continuing using the gym without the hassle of being in a crammed room that contains weights, bikes, boxing bags and boxing rings, and be able to navigate throughout the gym with ease. In words this is easy, but being able to be a competitor on the market and show consumers just how good the gym is, will be a challenging task. An objective of the business will be to increase the number of members of the gym by 5 percent in the first year. Strategies to achieve this objective will include trial offers and deducted prices, also special offers that include discounts on equipment and classes to get new members and allow them to experience the gym and potentially keep them as members and possibly have them refer other people to the gym. The main strategy is to find what the consumers want and being able to provide it, also giving people a reason to joining your gym as opposed to going to another gm which will be a competitor. To do this the gym will be for both male and female and for all ages. Other objectives include increased market share which also allows the business to have a chance against competitors and last of course increased profits by 10 % in 12 months. Strategies to achieve this include introducing new products that appeal to consumer demand like the latest supplements or the newest workout machine; this will potentially get more members and also extend current members membership. Marketing strategies must be consistent, the following must be taken into consideration: -Position: Knowing consumers perspective on your product/service and being apply to use this information to improve your business -Price: Set prices, how it was determined and how it is compared to competitors. -Place: Available distribution methods must be assessed Accounting and finance: Provides the financial information needed for sound and viable decision-making. All small businesses must have the following to function properly and also to keep track of money. Financial requirements are needed; new businesses must have a clear idea of the amount of funds they will need. This could come from debt financing or the original owners equity, keeping track of the businesses budget and cash flow is crucial because it lets the owner know what areas are making profit and which areas are slowing the increase in profit. To keep track of these, businesses use a range of tools such as financial forecasting which tells the owner whether or not they can afford to produce the product or provide the service, this helps with a gym because it helps to show which products are selling, and whether or not the quality of their service is good based on the amount of members that they have or the amount of members the have ended their membership. Also theres financial records, this is good for small businesses so they can keep track of their finances, they will need to have, revenue statements (Income, profit and loss of the gym), cash flow statements (the money coming into and going out of the gym), balance sheets and budgets. Also theres breakeven: A planning tool that can be used to forecast how much of the product must be produced, or the service must be provided to cover costs of product and cost of paying employees to cover costs and make a profit. Lastly, financial controls are needed, which is having controls in place to ensure the business stays on track. These controls allow corrective action to be taken and without controls, the businesses ability to succeed start to be questioned. Objectives include reducing debts, that being said reducing the bank overdraft for all the equipment and land that was bought from $35000 to $25000 after 6 months, strategies for this to be done include getting more members to make profit and to do this, the gym will need to be advertised and show special offers to get consumers attention. Another objective includes increases profits by 10 % in the next 12 months by advertising more to make more money, also by continuing to sell products and providing services. Employment Relations: Due to such easy access to technology and raw materials, a businesses staff has become a valuable asset. The gym has an excellent range of staff hand picked by the owner due to their experience and the fact that they did a personal training course, or completed a course for the area of the gym they are working in. A challenge for the owner is keeping the employees interested in the job, this can be bother an easy or hard task depending on whether or not they like the job to start with. Objectives include increasing the pay of the employees. Even though the business is still starting out, a rise in pay should still occur because there wont be much members at first and itll make it easy for the employees to get bored of their jobs. Also rewards and bonuses will be given to employees who deserve it. 10% increase in employees pay in 12 months. A strategy to achieve this will be to possibly cut back the owners pay for a while or by advertising more to sell more products and get more members to make more money to be able to pay the employees. The numbers of staff, and the skills they contain have a large impact on strategic goals, the employment relations of the gym has objectives such as: Ensuring that the employees understand what their job is and whats expected, ensuring a healthy and safe environment, measuring and evaluating their perfomances. Strategies to achieve them include buying fresh new equipment and products, training the employees for a few weeks, keeping track of employee achievements. Job Description Must have a resume showing all recent achievements. Most have completed a personal training course or have certificates in the area they wish to work in. Also at least 3 years experience of the job. Also a medical check is needed to ensure that there is no injuries that will affect the employee on the job. Staffing requirements Rostering is the process of allocating particular staff to complete particular duties. Employees: Steph Greensburg Personal trainer (Completed personal fitness course) Penelope Chaaya Personal Trainer, boxer (Body Fitness course) Tim Stevens Personal Trainer, bodybuilder ( Personal training course, 5 years experience) Alex Dagher Personal Trainer, Boxing (3 Year personal training course) -Simon Rassy Former boxing champion (degree in personal training) Charles Chaaya (Boss) Personal Trainer, Physiotherapist, Rehabilitation doctor (degree in personal training, 4 year course of physiotherapist, 3 year course on body fitness) ROSTER Example: 1 hour break Day (8am-2pm) Area (3pm-8pm) 6pm on Saturday and sunday Area Monday Charles Chaaya Steph Penelope Gym room Boxing Room Rehabilitation room Charles Chaaya Steph Penelope Gym room Boxing/cardio Fitness training Tuesday Alex Tim Simon Cardio/fitness Gym room Boxing Alex Tim Simon Cardio/fitness Gym room Boxing Wednesday Steph Alex Charles Cardio/fitness Gym room Rehabilitation Steph Alex Charles Cardio/fitness Boxing Gym room Thursday Steph Tim Penelope Cardio/fitness Gym room Boxing Steph Tim Penelope Cardio/fitness Gym room Boxing Friday Charles Simon Alex Rehabilitation Boxing Gym room Charles Simon Alex Gym room Cardio/fitness Fitness training Saturday Steph Penelope Tim Cardio/fitness Boxing Gym room Steph Penelope Tim Cardio/fitness Boxing Gym room Sunday Charles Simon Alex Rehabilitation Boxing Gym room Charles Simon Alex Rehabilitation Boxing Gym room Price / Promotion The pricing of Maximize yourself will be based on whether it is an affordable amount, and whether or not it beat competitor pricing. There will be promotions of cheaper trial offers to let people try out the gym and see whether they like it or not. There will be free trials for boxing classes and body fitness classes to also attract a wide range of consumers. Also bonuses included free boxing or body fitness lessons with 3+ month memberships, this will also be to gain members. Apart from profit being a main goal, it is important to have an environment where people dont feel trapped in a maze and can move around freely, and these offers will allow the consumers o discover just how good the gym is. There must be a distinguish between maximize yourself and other gyms, that being, and amazing service and of course amazing prices. Ways of Promoting the gym include: A commercial -Social networking sites -Radio -Door to door sales informing residents of the cheap offers -Discounts for referrals -bonuses for long term members Membership Fees Single visits: $5.00 per person 1 week pass: $20.00 1 month membership: $55.00 3 months membership: $140.00 6 months membership: $240.00 12 months membership: $400.00 OR free boxing/Body fitness classes: membership cost+$15.00 Classes will be posted on a timetable hung up in the gym: Boxing: 1 Class: $8 1 Month: $55 Body Fitness 1 Class: $5 1 Month: $35 Supplement Prices MUSCLE MASS Protein bucket: 1kg: $30, 2kg: $50, 4kg: $80 Creatine Powder: $30 Fat burner supplement: $40 Bulk Building supplements: $60+ depending on product. Products: Bodybuilder and 100% Natural shirts: $15 each Training Singlets: $10 (Different Colours) Gloves for weights: $20 (different colours) Belt for weights: $40 (different colours) Product Due to Maximize yourself being a new gym it is obvious that it will have new top notch products, including trademark brands which are easily bought due to a friend of the owners being a seller of them giving him discounted prices. Due to the spacious layout of the gym the equipment will be spread accordingly allowing free movement without bunching into equipment and interrupting others during their workouts. Obvious products will be sold such as supplements, shirt, singlets, gloves and belts. The products of course vary in size to suit different sized customers and the maximize yourself logo will be on the lower back of the shirts/singlets and imprinted on the belts and gloves. Place How and where the product is distributed. Maximize Yourself did not create the supplements they are going to sell. Although everything else is owned by the business and they are all made by a retailer then send to the business when stock is ordered. Only Maximize yourself will be able to sell the equipment due to it being exclusive distribution. Description of the product/service Even though Maximize Yourself is service based it sells many great products. Services include the following: The gym area, this is where all the main equipment is, this room is mostly used for bodybuilding and contain all the weights and machines that assist with bodybuilding, there will always be a personal trainer in there helping people with their weight training and giving out advice/ answering questions. Also the other trained staff who run boxing classes and fitness training class simultaneously are expertly trained and will give you your moneys worth. Whether thats to learn how to defend yourself, lose weight or get fitter, theyll supply the help. Equipment inside the gym Bench press x 2 $500 Power racks $800 Rubber floors- $1000 per square metre Rubber mats x 8 -$100 Cable equipment (For all muscles) 45 degree leg press $400 45 degree back extension $200 Dip / pull up assist machine $200 Medicine balls x 6 $120 Set of Dumbbells- $1500 Fitness step x 4 $360 Barbell set (10kg 70kg) $2500 Smith Machine x 2 $3000 Rowing machines x 3 $2000 Treadmills x 3 $4000 Exercise bikes x 12 $5000 Boxing bags x 5 $600 Boxing ring $3000 Helmets x 20 $800 Boxing gloves x 20 pairs $600 Personal Trainers Steph Greensburg Personal trainer (Completed personal fitness course) Penelope Cruz Personal Trainer, boxer (Body Fitness course) Tim Stevens Personal Trainer, bodybuilder ( Personal training course, 5 years experience) Alex Dagher Personal Trainer, Boxing (3 Year personal training course) -Simon Rassy Former boxing champion (degree in personal training) Charles Chaaya (Boss) Personal Trainer, Physiotherapist, Rehabilitation doctor (degree in personal training, 4 year course of physiotherapist, 3 year course on body fitness) Classes Boxing See instructors for details Fitness training See instructors for details Boxing Class Learn how to fight and defend yourself with our top notch boxing instructors. Fitness training Intensive cardio, bodyweight training like pushups, dips, squats, lunges, abdominal circuits. Opening hours Monday Friday: 8am 8pm Saturday Sunday: 8am 6pm Front Counter Drinks Singlets Shirts Supplements Gloves Belt Boxing gloves Wrist pads Maximize yourself offers great discounts like: Free trials Discounts for loyal members More people=less you pay Financial Forecasts Balance Sheet Maximize Yourself Pty Ltd Current assets Cash $10000 Accounts Receivable $20000 Inventory $30000 TOTAL $60000 Non-Current assets Equipment $150,000 Land $250,000 Building/Property $100,000 TOTAL $500 000 Other Current Assets Good Will $100,000 TOTAL assets: $660 000 Current Liabilities Overdraft $80 000 Accounts Payable $30 000 TOTAL $110 000 Non Current Liabilities Mortgage $600,000 TOTAL $600 000 Owners Equity Shareholders funds $167,000 Capital $80,000 Retained Profits $40,000 Total Liabilities + Equity $997 000 Liquidity = Current Assets . Current Liabilities =$60000 = 0.55 $110,000 Cash Flow Statement Cash flow from operating activities Receipts from customers Payments to Suppliers and Employees Net cash provided by operating activities $120000 ($110 000) $10 000 Cash Flow from investing Activities Payment for Property, plant and equipment Net cash provided by investing activities ($50000) ($50000) Cash Flow from Financing Activities Repayment of borrowing Net cash provided by financing activities Net increase (decrease) in cash held Cash at beginning of year $40000 $40000 ($5000) $(20000) Cash at end of year ($25000) Critically review the plan and process In all honesty, I actually enjoyed doing the assignment, sure it was EXTREMELY long but it involves me being creative and actually doing an assignment about a topic I like for once. I must admit, if it wasnt for my plan and help from the business teachers I wouldve had no clue what I was doing. Now that I think of it, I regret not setting out my plan correctly, I left to much of the report if not ALL of it for the last due date, this left me with a mess load of work, plus the fact that I didnt manage my time and ended up having to do more than half the assignment in the last two days. I regret not asking as many questions in class. It was startling having a different teach teaching the subject after having Mrs Jones for so long but I eventually adjusted. I was disappointed in my slow progression and poor time management skills, and having assignments for other subjects just made it all the more less motivating in proceeding to complete this assignment. One of my worst flaws is my short attention span, something as little as seeing an item on my desk would cause me to stop and daydream, also knowing that I was one click away from face book and msn. On top of all these distraction is my MAJOR distraction! My Xbox 360, my mentality was always, play now, do business later, Im so good at this game, I cant just stop playing now im owning' is what I always said to myself, even whilst making progress I thought about getting off the computer and going to play. Another factor was friends, theres always someone to have a discussion with, and of course anything to get out of doing work right? Overall I believed I achieved what I planned to and was glad due to the relief of completing such a detailed assignment. I believe a few more lessons dedicated to actually explaining the assignment mightve motivated me to have completed some work sooner. Although Im g

Charcuterie Essay -- Food, Delicacy

Charcuterie runs the entire gauntlet of cookery. It represents an ancient culinary science that hallmarks the advent of a civilized mankind. Charcuterie is a fifteenth-century French term derived from the root words ‘chair’, which translates to flesh and ‘cuit’, meaning cooked. Charcutiers are in a specialty class of their own, distinguished from the classic butcher as a crafted meat preserver and engineer of flavor (Doherty, 2009). American consumers commonly misconceive charcuterie as a novelty or delicacy that is not readily available, when in fact charcuterie is everywhere. Oscar Mayer cold cuts, a modern day American staple, are produced by a preservation technique used before the concept of refrigeration. From the humble isle ways of local supermarkets to the posh pantries of restaurateurs and the finest charcuteries, a primitively preserved slab of hog is an ode to any carnivorous appetite. Charcuterie is mastery of the art of creating sausages a nd other cured, smoked and preserved meats (Ruhlman and Polcyn, 2005). Charcuterie mimics the dynamic trends of the culinary arts and continues to garner new delectable spin on time-tested classics. Preservation was cooking’s catalyst and in essence conjured the concept of a chef! The distinct flavor of charcuterie is as rich as its heritage. The origin of charcuterie is saturated with traditions, controversy and has stood the test of time in a competitive industry with rivaling styles. Charcuterie is both art and a science; the mechanics should be explored in order to appreciate the relevance of a taste that is as old as humankind. Remnants of charcuterie date back to the origins of Homo sapiens. Charcuterie was the groundwork for human survival in virtually every culture. ... ... been rehabilitated through consumer awareness and activism that led to better sanitation practices, overall care and slaughter. Swine is the reigning creature of charcuterie, palatable from head to tail! Charcuterie is an intricate part of the culinary scene. Chefs have implemented exquisite adaptations of preservation techniques to showcase charcuterie in contemporary dining. Variations from different regions ripened a romance between charcuterie and international cuisine. A French farmer would alchemize scraps of meat to make â€Å"waste† palatable is nowadays offered as patà © (Ruhlman and Polcyn, p 22)! Charcuterie cannot nor should not be precisely defined; it is something to be experienced. The historical nature of charcuterie connects you to your ancestors in a tangible way. Culinary art is a by-product of a rudimentary need to sustain and preserve life.

Mcdonalds Anaylesing According to Porter’s Five Market Forces

McDonalds’s Introduction McDonald’s is the runway market leader in quick service restaurants. McDonald’s is operating in the UK since 1974, and now it has 1,200 restaurants nationwide in the UK, including 700 drive-thru outlets. Around 60% of these restaurants are running by franchises. Restaurants are located where they are most convenient to its customers including on the high street, drive-thrus and a range of sites at shopping centres, airports and leisure parks. McDonald’s UK employ over 75,000 staff, the majority them paid hourly or work part-time. They serve more than two million customers each day. The UK Company owned subsidiary of the McDonald’s corporation, with 3100 restaurants worldwide. Based on independent research CRF instate, McDonald’s has been certified as one of the Britain’s Top Employer 2010. The research shows that they offer you excellent working condition. McDonald’s has a perfect vision and working accordingly. On 14 October, McDonald’s UK held its 2009 Annual General Meeting, where the Executive Team presented the strategy for the year ahead to department heads, franchisees and suppliers. Many of you will have already heard the highlights of this event from your franchisees, operations hierarchy or at your regional cascade meetings. I thought it would be helpful to summarise these highlights in one place and recap on what the drivers of success will be, for our business and brand, in 2010. I hope you find it easy and useful read and that you share it with your management teams. According to him they are in the final stages of completing an outstanding year for McDonald’s in 2009. Their operations improvements marketing plan and plan enablers are delivering record sales, changing perceptions and meeting the increasing demands of customers. If he could sum up how he feels about their business in one word, it would be confidence-in their brand, in their momentum, in our people and in our future. And their Business Managers have never been better placed to take advantage of what their investor has in their restaurants. So what are their plans for 2009? They are currently operating in an economic downturn-a time when people become more discerning, not less. Their customers look more carefully at value and quality and are less willing to overpay. This is when they can at their best, offering a great value, quality service in a simple and engaging way. To support this, we will continue to focus on QAC, invest in re-imaging our restaurants, in developing leadership marketing campaigns, in food innovation and in creating opportunities for our people. They have proven themselves to be one of the best businesses on the high street. But they are also operating in a time of uncertainty, so they need to act nimbly if they are to continue to press home our advantage. I am looking for you and your teams to address 2009 with the flexibility, enthusiasm and resolve that has transformed their performance over the last three years. McDonald’s Strategy for 2010 Lauran Cody (Vice president for BS&I) â€Å"The McDonald’s experience has got even better, through improved restaurants operations, a great marketing plan and strong food stories, focused Plan Enablers and continued investment in our people† The key messages for 2010 were communicated under three main strategies- Upgrading the Employee, Brand Transparency and Local Relevance, Customer Experience. The economic slowdown has seen a ‘flight to value’ across the UK, explained Chief Financial Officer Brian Mullens, and although general retail footfall has gone down, the number of people going to McDonalds has gone up. This is because the whole McDonald’s experience has got even better, through improved restaurants operations, a great marketing plan, strong food stories, new premium food, focused plan enablers and continued investment in their people. Lauren Cody, Vice President for Business strategy and insights, said there is a ‘silver lining of opportunity’ for them to gain market share during economic uncertainty. Customers want the same experience for less, so if they are fast on their feet, offer great value and play to their strengths and their value heritage-without comparing their brand-they can emerge from the downturn stronger than ever before. Nevertheless, they are currently experiencing high cost inflation too, so there is a further need to protect their margins without devaluing their brands. This will achieve by: __Driving more customers into restaurants through Plan Enable like extended __Capitalising on brand equity by continue to tell our story to customers _a marketing calendar focused on providing simple, easy enjoyment __menu pricing __reducing energy usage and cost through smarter use of technology. Objectives of McDonald’s Upgrading the Employee Experience How an organisation treats its staff can make a real difference to the business, the brand and its people. In 2009 they developed new and exciting people initiatives to help attract great quality people to deliver for their customer, which contributes to changing perceptions and drives sales. They and their teams have played a key part in this success. Chief People Officer David Fairhurst explained how 2010 is about keeping up the momentum they have all worked so hard to achieve – and continuing to surprise and impress their critics by building on our reputation as a progressive employer. Their biggest people strategy for 2010 is the city and guilds backed McDonald’s Apprenticeship programme. It will include learning Maths and English online, completing the crew development programme and demonstrating key skills in the work place, such as numeracy and communication. By the end of their training, an apprentice will achieve a qualification equivalent to five GCSEs grade A* to C. Elsewhere, their new nationwide work experience programme will help restaurants deliver high quality placements, while minimising disruption to day- to-day operations. At the same time, McDonald’s will enter a Local Employment Partnership with jobcentre plus, which matches long term jobseekers to a vacancy in one of our restaurants. They will also be training a new McDonald’s retail degree for business managers in conjunction with Manchester Metropolitan University. Furthermore, the shift into Service programme will provide a new restaurants-based workshop that will set out to create service improvements through the actions of shift managers. Upgrading the Customer Experience They are breaking sales and guest count records, explained Chief Operations Officer Richard Forte, but CSO results tell them that while their customer’s satisfaction is improving, a third of visits are still not satisfactory. They need to impress their record number of customers with outstanding QSC, so they will repay them with loyalty and increase their visits. Supported by ROIP and NABIT, the Plan Enablers have been a major breakthrough for us† In reviewing the top 50 sales performing restaurants during 2008, one in three can attribute over 50% of their growth to one or more of the Plan Enablers. In the year head, they will draw on these and their operations heritage to deliver operations excellence to every customer, on every shift, on every day. Three enab les in particular will help them achieve this: __Re-imaging by the end of 2008 we will have re-imaged 300 restaurants over a two-year period. Research undertaken in areas where a large number of restaurants have been re-imaged shows customers are feeling more valued and have more affection for and trust in the brand. To capitalise on this, re-imaging will continue during 2010 and by 2011 they will have re-imaged the entire estate. __Extended Hours in 2009 they doubled the sales generated through extended hours compared to2007, and opened their restaurants to three million more customers. What’s particular pleasing is that our viewpoint results show their crew find extended hours fits into their life style too. _Drive-thru they have enabled their operations to capture on average an extra 11,200 cars per drive-thru so far this year. But while overall drive-thru CSO has fallen 1% and total experience times have fallen by 10 seconds, friendliness, accuracy and communication scores have weakened. They need to step up their performance and refocus efforts around the basics of people, product and equipment. Next year, they are developing higher capacity ordering systems to continue growth, such as customer order displays. It is about offering modern, flexible, and effortless order-and-pay options that will help make the customer’s experience more convenient and enjoyable. Brand Transparency and Local Relevance Their marketing proposition for 2009 is ‘simple, easy enjoyment’-giving their customers affordable treats in an entertaining and convenient way. With tough economic time ahead, offering good value for money to customers is crucial, so delivering a great value will also be a key of theme. In response to customer feedback, the Pound saver Menu will be renamed the saver Menu in January, so as not to suggest a specific price. Little Tasters’ will be launched too, offering new flavours in a small size as a tempting snack or tasty treat. They tend to get bored of their promotions quicker than their customers, argued marketing director Alistair Macrow, so returning to calendar will be coffee mugs in January and, in the spring, monopoly which will guarantee a winner in every r estaurant. Making our restaurants ‘kid loved, mum approved’ will be a central part of strategy, revealed senior Vice President for marketing Jill McDonald. To achieve this, they will review and re-energise birthday parties, continue to develop Happy Meal activation kits, keep using licensed characters to promote fruit bags, carrot sticks, milk, water and orange juice and carry on their successful ‘Did You Know? ’ advertising for children. ACHIVING INFLUENCE 2009 saw McDonald’s receive more positive press coverage than ever before, with food sourcing, A-level equivalent qualification, new uniforms, football and re-imaging all helping to change customers’ perception of the brand. Nick Hindle, Vice President for communication said: â€Å"in 2010 they will campaign to drive sales and become even more influential. They will focus on leading the eating out market and campaigning on food, crusading in communities to connect with families and young adults and investing in the skills of franchisees in their work as Brand Ambassador. † THEY WILL BUILD ON OUR SUCCESS BY: __generating coverage on the economics of eating out, retail coverage of the key trends, health coverage around food’s nutritional content and social affairs coverage on how families are changing their eating out habits. _launching a report on eating out, something the media, politicians and stakeholders can turn to for an understanding of the sector, its size, its diversity, the choice and trends. __building on their footfall in the community programme by providing coaching places to the disaffected young people __piloting a litter programme in Birmingham and Manchester that should help us win the litter battle, without putting any extra strain on restaurant operations. PESTLE Analysis POLITICAL The operations of McDonalds are affected by the government policies on the regulations of fast food operation. Currently government are controlling the marketing of fast food restaurants because of health concern such as cardiovascular and cholesterol issue and obesity among the young and children in the country. Governments also control the license given for open the fast food restaurant and other business regulation need to follow such as for a franchise business. Good relationship with government in giving mutual benefits such as employment and tax is a must for the company to succeed in any foreign market. McDonalds should also protect its workers by ensuring all the hiring, compensation, training or repatriation is according to Malaysian labour law as stipulated. ECONOMICS As a business entity, McDonalds need to face a lot of economic variables outside its company or its macro environment. Dealing with international sourcing for its material McDonalds should be aware on the global supply and currencies exchange. Remember, McDonalds import most of its raw material such as beef and potatoes due to local market cannot supply in abundant to meet the demand of its product. Any upside of currencies especially dollar will be impacting its cost of purchase. Working on the local country, McDonalds must face government regulations on tax of profit where it gains from the operation and other tax such as entertainment and restaurant service tax. Each country may have different scale or types of tax available and McDonalds should follow the regulation if it wants to continue the operation. As a franchise, McDonalds should also pay certain percentage of the revenue to the parent company in United States. The economic condition and growth of the country also is an important indicator to the demand of products that McDonalds offered. As the food priced slightly above normal foods, not many people will have the income range to consume the products. Moreover if the economy is bad and income percapita is affected, the demand of McDonalds product will certainly going down. On the other hand the good economy also means disposable income is more and people can spend more on more expensive food at fast food restaurant. SOCIAL / CULTURAL The changing lifestyles of Malaysia due to development of Malaysian economy should be also taking into consideration. While more people are able financially to eat at more expensive outlet such as fast food restaurant, they have higher expectation. They want to have quality in services and more conveniences that can differentiate one restaurant from another. Young urban consumers want technology in their life and facilities such as credit card payment, wireless internet, cozy and relaxing ambient place, and other attraction for their hangout and eating. All these needs should also be taken into consideration. There is not much difference between cultural and the purchase of products in a single country but for different countries cultural sensitivity should be upheld. For example in India people (Hindu) do not take beef, Muslim countries do not take pork, German like beers, Finnish like fish type of food menu, Chinese like to associate food with something good (for example prosperity), Asian like rice and Americans eat in big-sized menu. So far McDonalds has shown good efforts in localization of its menu to suit local taste but it should constantly survey and learn about local culture to better understand and design the best product for them. TECHNOLOGY For a fast food restaurant, technology does not give a very high impact on the company and it is not a significant macro environment variables. However McDonalds should be looking to competitors innovation and improve itself in term of integrating technology in managing its operation. For example in inventory system, supply chain management system to manage its supply, easy payment and ordering systems for its customers and wireless internet technology. Implementation of technology can make the management more effective and cost saving in the long term. This will also make customer happy if cost savings results in price reduction or promotional campaign discount which will benefits them from time to time. LEGAL As a certified fast food operator, there are many regulations and procedures that McDonalds should follow. For example is the Halal certification that becomes a concern to Muslim consumers. McDonalds should protect its integrity and consumer confidence by ensuring all materials and process are as claimed or must followed. Other legal requirement that the business owner should follow as stipulated in laws are such as operating hours, business registration, tax requirement, labor and employment laws and quality & environment certification (such as ISO) in which the outlet has been certified. The legal requirement is important because the offenders will be fined or have their business prohibited from operating which can be disastrous. ENVIRONMENT As one of world largest consumer of beef, potatoes and chicken, McDonalds always had been critics for world environmentalist. This is because high onsumption of beef causing the green house effect by methane gasses coming from the cow’s ranch. Large scale plantation has effect the environment and lost of green forest opening for plantation activities. Vegetarian environmentalist criticizes the fast-food giant for cruelty to animals and slaughtering. In Japan, once McDonalds want to introduce whale burger causing uproar because whales are endangered specie s. Before using paper packaging, once McDonalds also had been criticized for being insensitive to pollution because using polystyrene based packaging for its foods. Imagine millions of people purchase from fast food operator and how is the impact to world environment by throwing away those hard to recycle packaging. Our world is getting concern on environment issue and business operating here should not just care for profit, but careful usage of world resources for sustainable development and care for environment safety and health for our future generation. Critics and concern from all public or activist should be review and support if necessary to ensure we play our social responsibility better. SWOT Analysis Strengths McDonald’s business is running since 1955 and 20 of the top 50 corporate staff employees had started as a restaurant level employee time of the beginning. In addition, 67,000 McDonald’s restaurants managers and assistant mangers were promoted from restaurant staff. There was a one popular magazine in 2005 listed McDonald’s as the â€Å"Best place to work for minorities. † In order to new strategy of McDonald’s, it spending more than $1 billion annually in training its staff, and every year more than 250,000 employees completing their graduation from McDonald’s training facilities named Hamburger University. The business is ranked number one in Fortune Magazine's 2008 list of most admired food service companies. One of the world's most recognizable logos (the Golden Arches) and spokes character (Ronald McDonald the clown). According to the Packard Children's Hospital's Center for Healthy Weight children age 3 to 5 were given food in the McDonalds packaging and then given the same food without the packaging, and they preferred the food in the McDonald's packaging every single time. McDonalds is a community oriented, socially responsible company. They run Ronald McDonald House facilities, which provide room and board, food and sibling support at a cost of only $10 a day for families with children needing extensive hospital care. Ronald McDonald Houses are located in more than 259 local communities worldwide, and Ronald McDonald Care Mobile programs offers cost effective medical, dental and education services to children. They also sponsor Olympic athletes. They are a global company operating more than 23,500 restaurants in 109 countries. By being spread out in different regions, this gives them the ability to weather economic fluctuations which are localized by country. They can also operate effectively in an economic downturn due to the social need to seek out comfort foods. They successfully and easily adapt their global restaurants to appeal to the cultural differences. For example, they serve lamb burgers in India and in the Middle East, they provide separate entrances for families and single women. Approximately 85% of McDonald's restaurant businesses world-wide are owned and operated by franchisees. All franchisees are independent, full-time operators and McDonald's was named Entrepreneur's number-one franchise in 1997. They have global locations in all major airports, and cities, along the highways, tourist locations, theme parks and inside Wal-Mart. They have an efficient, assembly line style of food preparation. In addition they have a systemization and duplication of all their food prep processes in every restaurant. McDonald's uses only 100% pure USDA inspected beef, no fillers or additives. Additionally the produce is farm fresh. McDonald's serves 100% farm raised chicken no fillers or additives and only grade-A eggs. McDonald's foods are purchased from only certified and inspected suppliers. McDonalds works closely with ranchers, growers and suppliers to ensure food quality and freshness. McDonalds only serves name brand processed items such as Dannon Yogurt, Kraft Cheese, Nestle Chocolate, Dasani Water, Newman's Own Salad Dressings, Heinz Ketchup, Minute Maid Juice. McDonald's takes food safety very seriously. More than 2000 inspections checks are performed at every stage of the food process. McDonalds are required to run through 72 safety protocols every day to ensure the food is maintained in a clean contaminate free environment. McDonald's was the first restaurant of its type to provide consumers with nutrition information. Nutrition information is printed on all packaging and more recently added to the McDonald's Internet site. McDonalds offers salads, fruit, roasted chicken, bottled water and other low fat and calorie conscious alternatives. WEAKNESSES Their test marketing for pizza failed to yield a substantial product. Leaving them much less able to compete with fast food pizza chains. High employee turnover in their restaurants leads to more money being spent on training. They have yet to capitalize on the trend towards organic foods. McDonald's have problems with fluctuations in operating and net profits which ultimately impact investor relations. Operating profit was $3,984 million (2005) $4,433 million (2006) and $3,879 million (2007). Net profits were $2,602 million (2005), $3,544 million (2006) and $2,395 million (2007). Opportunities In today's health conscious societies the introduction of a healthy hamburger is a great opportunity. They would be the first QSR (Quick Service Restaurant) to have FDA approval on marketing a low fat low calorie hamburger with low calorie combo alternatives. Currently McDonald's and its competition health choice items do not include hamburgers. They have industrial, Formica restaurant settings; they could provide more upscale restaurant settings, like the one they have in New York City on Broadway, to appeal to a more upscale target market. Provide optional allergen free food items, such as gluten free and peanut free. In 2008 the business directed efforts at the breakfast, chicken, beverage and convenience categories. For example, hot specialist coffees not only secure sales, but also mean that restaurants get increasing numbers of customer visits. In 2009 McDonald's saw the full benefits of a venture into beverages. Threats They are a benchmark for creating â€Å"cradle to grave† marketing. They entice children as young as one year old into their restaurants with special meals, toys, playgrounds and popular movie character tie-ins. Children grow up eating and enjoying McDonalds and then continue into adulthood. They have been criticized by many parent advocate groups for their marketing practices towards children which are seen as marginally ethical. They have been sued multiple times for having â€Å"unhealthy† food, allegedly with addictive additives, contributing to the obesity epidemic in America. In 2004, Michael Spulock filmed the documentary Super Size Me, where he went on an all McDonalds diet for 30 days and wound up getting cirrhosis of the liver. This documentary was a direct attack on the QSR industry as a whole and blamed them for America's obesity epidemic. Due in part to the documentary, McDonalds no longer pushes the super size option at the dive thru window. Any contamination of the food supply, especially e-coli. Major competitors, like Burger King, Starbucks, Taco Bell, Wendy's, KFC and any mid-range sit-down restaurants. Dr. Jill Novak, University of Phoenix, Texas A University.