Dubai’s Work And Cultural Environment

Dubai has just risen as a main territorial business center contribution world class framework and a business domain best in class. Be that as it may, boundaries for an effectively fruitful work task in the UAE, especially Dubai comprise of various variables that make individuals trades more complicatedâ€differences on a basic level, language and conduct in the workplace. In spite of the fact that business customs will fluctuate to some degree in the area, by attempting to get Islam and Arab culture, an individual is in better situation to be compelling. In Dubai, the work is requesting, going from 7 or 8 a. . to early afternoon or 1 p. m. , when the late morning heat empowers long snacks and maybe rests; individuals work again from 4 to in any event 8 p. m. Definitely more than government work, personal business is serious and requesting, and the hours are long. For some, agents, snacks are additionally conferences, and here and there universal business timings imply that there is no genuine break at late morning. Gatherings in Dubai take a touch of becoming acclimated to as business administrators are relied upon to show up dependably, yet can wind up sitting tight quite a while for the host. Gatherings, when they do in the end start, can go for a considerable length of time without apparently accomplishing anything substantial. It ought to be additionally called attention to that in the emirate, workers are progressively faithful to their organizations and along these lines are hard to bait away in any event, for huge cash. Arrangement and casual intervention or placation remain the most widely recognized methods for settling business questions in Dubai. The scale and pace of improvement inside the emirate in the course of recent years have, be that as it may, realized an expanded requirement for increasingly formal contest goals administrations. All the more as of late, the developing attractive quality of Dubai as a speculation goal and as a territorial or worldwide base for global organizations, has made an interest for contest goals administrations. In ascriptive societies normal for Dubai, status, which is gotten from the activity title or general attributes, for example, age or birth, is what makes a difference. Attribution arranged societies will in general compare with societies which show high force separation measurement (Jackson 357). Care should be taken with respect to who speaks to an association in exchanges in ascriptive-situated societies. Portrayal of an association in exchanges by youthful, high-fliers from an accomplishment arranged culture is frequently viewed by an ascriptive association as a sign that the discussions are not paid attention to very or even as an indication of discourtesy. The size of the group can likewise be an issue: if the lead moderator/organization delegate isn't joined by a reasonably enormous group of colleagues, at that point an ascriptive arranged association can arrive at comparable decisions about its partners. Dubai is all the more socially South Asian, when contrasted with its opponent emirate Abu Dhabi, which is all the more socially Arabic. Customary sex shows weigh less intensely on ostracize ladies in Dubai than in Saudi Arabia, Kuwait or Abu Dhabi. Dubai, as an individual from the UAE, likewise follows Islamic sharia and Arabic is its official language, yet it was emphatically affected by the British and South Asian association (Moran, Harris and Moran 338). In this manner, in Dubai, Urdu (Hindustani) is promptly spoken and comprehended by numerous Arabs. Additionally, in the said emirate, exile laborers are obvious on Fridays, when most have their vacation day. The test for a business official while working on outside soils, in this specific paper Dubai, is to comprehend and appropriately surmise the diverse social signs. This could be noteworthy in an ostracize workplace, as exiles work in an unsure situation, and the truth can be vicariously affected by the way of life that wins inside. Failure to do this can end in extreme challenges for explicit activities. So as to collaborate with as opposed to neutralize factors that are socially related, it is basic to make out that all people see society by methods for a social crystal and that, albeit social biases might be shared by others inside the association and to a degree by those with the indistinguishable nationality, they might be unfamiliar to those to whom the hierarchical endeavor is planning to work with.

Indian Camp and Soldiers Home Young Women as Objects Essay -- essays p

Indian Camp and Soldiers Home Young Women as Objects In Ernest Hemingway's short stories Indian Camp and Fighter's Home, young ladies are treated as articles whose intention is either propagation or delight. They don't and can't take an interest to a critical degree in the manly circle of understanding, and when they have filled their need, they are saved. They don't have a voice in the account, and they speak to intricacies in life that must be defeated somehow. While this depiction of young ladies is not really extraordinary to Hemingway, the creator utilizes it as a gadget to test the male mind all the more profoundly. *Paragraph Break*Indian Camp opens with an all-male caravan of rowboats heading over the lake, with youthful Nick, his primary care physician father and his Uncle George off to see an Indian woman [who is] wiped out. As they land on the opposite side and follow a youthful Indian bearing a light to the camp where labor is occurring, the men's managing interest isn't in the mother-to-be as an individual, however in her physiology as a contextual analysis. At the point when they locate her shouting in bed, Nick's dad dehumanizes her by saying: [Her] shouts are not significant. I don't hear them since they are not significant. *Paragraph Break*Bitten by the young lady during work aches, Uncle George responds naturally: Damn squaw bitch! She isn't viewed as a co-member with the men regulating the birth. Rather, she is simply an article they are working on, a bitch soon to whelp her puppy, as it were. The considered control of the dad and specialist as normal man (DeFalco 30), a painstakingly built posture, remains as opposed to the young lady's garbled defenselessness in labor. The comparing of the docto... ...on to abandon his old neighborhood with its plenty of delights underscores his perspective on young ladies as insignificant objects of joy. *Paragraph Break*Both Indian Camp and Trooper's Home place young ladies in an optional, generalized job. Hemingway adopts this strategy to concentrate consideration on the minds of his male heroes, self-fixated in their childhood or war-exhaustion. It may not charm the writer to women's activist perusers, yet it makes for some ground-breaking short fiction. List of sources: 1.DeFalco, Joseph. The Hero in Hemingway's Short Stories. College of Pittsburgh Press, 1963. 2.Flora, Joseph M. Ernest Hemingway: A Study of the Short Fiction. G.K. Lobby and Co., 1989. 3.Westbrook, Max. Beauty under Tension: Hemingway and the Summer of 1920. Ernest Hemingway: The Writer in Context. Ed. James Nagel. College of Wisconsin Press, 1984.

Summer Reading from SIPA Professor and Alumni Authors COLUMBIA UNIVERSITY - SIPA Admissions Blog

Summer Reading from SIPA Professor and Alumni Authors COLUMBIA UNIVERSITY - SIPA Admissions Blog SIPA is home to practitioners, professors and faculty all across academia. Our distinguished professors have written books in their respective fields. So, while you kick-back and enjoy the summer take a look at these books! Howard W. Buffett is an adjunct Associate Professor and Research Scholar at Columbia University’s School of International and Public Affairs. He chairs the advisory board for Columbia’s Research Program on Sustainability Policy and Management, and he serves on the management advisory board for the university’s Earth Institute. Buffett is a coauthor of Social Value Investing: A Management Framework for Effective Partnerships (Columbia University Press, 2018), which analyzes innovative collaboration from across sectors and outlines a new methodology to measure social and environmental impact called Impact Rate of Return. William B. Eimicke is Professor of Practice in International and Public Affairs and the founding director of the Picker Center for Executive Education of Columbia Universitys School of International and Public Affairs. The Picker Center runs the Schools Executive MPA program (EMPA), SIPAs audio-visual case study program, and the schools executive training programs. Eimicke teaches courses in management, cross sector partnerships, applied policy analysis, and innovation. He also teaches at Peking University and the Universidad Externado de Colombia. In their new book, Howard W. Buffett and William B. Eimicke present a five-point management framework for developing and measuring the success of such partnerships. Inspired by value investing â€" one of history’s most successful investment paradigms â€" this framework provides tools to maximize collaborative efficiency and positive social impact, so that major public programs can deliver innovative, inclusive, and long-lasting solutions. It also offers practical insights for any private sector CEO, public sector administrator, or nonprofit manager hoping to build successful cross-sector collaborations. The book also received a shout out from Bill Gates.   Michael A. Nutter, the  David N. Dinkins Professor of Professional Practice in Urban and Public Affairs,  served almost 15 years in the Philadelphia City Council, then was elected the 98th Mayor of his hometown in November 2007 and took office in January 2008. At his inaugural address, Mayor Nutter pledged to lower crime, improve educational attainment rates, make Philadelphia the greenest city in America and attract new businesses and residents to the city. He also promised to lead an ethical and transparent government focused on providing high quality, efficient and effective customer service. In 2007, after serving almost fifteen years on the Philadelphia City Council, Michael A. Nutter became the ninety-eighth mayor of his hometown of Philadelphia. From the time he was sworn in until he left office in 2016, there were triumphs and challenges, from the mundane to the unexpected, from snow removal, trash collection, and drinkable water, to the Phillies World Series win, Hurricane Irene, Occupy Philadelphia, and the Papal visit. By the end of Nutters tenure, homicides were at an almost fifty-year low, high-school graduation and college-degree attainment rates increased significantly, and Philadelphias population had grown every year. Nutter also recruited businesses to open in Philadelphia, motivating them through tax reforms, improved services, and international trade missions.Mayor Nutter details the important tasks that mayoral administrations do, he tells the compelling story of a dedicated staff working together to affect positively the lives of the people of Philadelp hia every day. His anecdotes, advice, and insights will excite and interest anyone with a desire to understand municipal government. Alum Andrea di Robilant  (80 SIPA) is the author of A Venetian Affair, a biography of his ancestor in 18th century Venice based on their correspondence; and a sequel entitled Lucia: A Venetian Life in the Age of Napoleon. Di Robilant was born in Italy and educated at Le Rosey and Columbia University. He now lives in Rome, working as a correspondent for the newspaper La Stampa. In the fall of 1948 Hemingway and his fourth wife traveled for the first time to Venice, which Hemingway called a goddam wonderful city. He was a year shy of his fiftieth birthday and hadnt published a novel in nearly a decade. At a duck shoot in the lagoon he met and fell in love with Adriana Ivancich, a striking Venetian girl just out of finishing school. Di Robilant-whose great-uncle moved in Hemingways revolving circle of bon vivants, aristocrats, and artists-recreates with sparkling clarity this surprising, years-long relationship. Hemingway used Adriana as the model for Renata in Across the River and into the Trees, and continued to visit Venice to see her; when the Ivanciches traveled to Cuba, Adriana was there as he wrote The Old Man and the Sea. This illuminating story of writer and muse-which also examines the cost to a young woman of her association with a larger-than-life literary celebrity-is an intimate look at the fractured heart and changing art of Hemingway in his fi fties. Joseph E. Stiglitz is University Professor at Columbia and Co-Chair of the University’s Committee on Global Thought. He is also the co-founder and co-president of the Initiative for Policy Dialogue at Columbia.In 2001, he was awarded the Nobel Prize in economics for his analyses of markets with asymmetric information, and he was a lead author of the 1995 Report of the Intergovernmental Panel on Climate Change, which shared the 2007 Nobel Peace Prize. In 2011, Time named Stiglitz one of the 100 most influential people in the world. America currently has the most inequality, and the least equality of opportunity, among the advanced countries. While market forces play a role in this stark picture, politics has shaped those market forces. In this best-selling book, Stiglitz exposes the efforts of well-heeled interests to compound their wealth in ways that have stifled true, dynamic capitalism. Along the way he examines the effect of inequality on our economy, our democracy, and our system of justice. Stiglitz explains how inequality affects and is affected by every aspect of national policy, and with characteristic insight he offers a vision for a more just and prosperous future, supported by a concrete program to achieve that vision. [Book covers from Amazon.com and Columbia University Press.]

Summer Reading from SIPA Professor and Alumni Authors COLUMBIA UNIVERSITY - SIPA Admissions Blog

Summer Reading from SIPA Professor and Alumni Authors COLUMBIA UNIVERSITY - SIPA Admissions Blog SIPA is home to practitioners, professors and faculty all across academia. Our distinguished professors have written books in their respective fields. So, while you kick-back and enjoy the summer take a look at these books! Howard W. Buffett is an adjunct Associate Professor and Research Scholar at Columbia University’s School of International and Public Affairs. He chairs the advisory board for Columbia’s Research Program on Sustainability Policy and Management, and he serves on the management advisory board for the university’s Earth Institute. Buffett is a coauthor of Social Value Investing: A Management Framework for Effective Partnerships (Columbia University Press, 2018), which analyzes innovative collaboration from across sectors and outlines a new methodology to measure social and environmental impact called Impact Rate of Return. William B. Eimicke is Professor of Practice in International and Public Affairs and the founding director of the Picker Center for Executive Education of Columbia Universitys School of International and Public Affairs. The Picker Center runs the Schools Executive MPA program (EMPA), SIPAs audio-visual case study program, and the schools executive training programs. Eimicke teaches courses in management, cross sector partnerships, applied policy analysis, and innovation. He also teaches at Peking University and the Universidad Externado de Colombia. In their new book, Howard W. Buffett and William B. Eimicke present a five-point management framework for developing and measuring the success of such partnerships. Inspired by value investing â€" one of history’s most successful investment paradigms â€" this framework provides tools to maximize collaborative efficiency and positive social impact, so that major public programs can deliver innovative, inclusive, and long-lasting solutions. It also offers practical insights for any private sector CEO, public sector administrator, or nonprofit manager hoping to build successful cross-sector collaborations. The book also received a shout out from Bill Gates.   Michael A. Nutter, the  David N. Dinkins Professor of Professional Practice in Urban and Public Affairs,  served almost 15 years in the Philadelphia City Council, then was elected the 98th Mayor of his hometown in November 2007 and took office in January 2008. At his inaugural address, Mayor Nutter pledged to lower crime, improve educational attainment rates, make Philadelphia the greenest city in America and attract new businesses and residents to the city. He also promised to lead an ethical and transparent government focused on providing high quality, efficient and effective customer service. In 2007, after serving almost fifteen years on the Philadelphia City Council, Michael A. Nutter became the ninety-eighth mayor of his hometown of Philadelphia. From the time he was sworn in until he left office in 2016, there were triumphs and challenges, from the mundane to the unexpected, from snow removal, trash collection, and drinkable water, to the Phillies World Series win, Hurricane Irene, Occupy Philadelphia, and the Papal visit. By the end of Nutters tenure, homicides were at an almost fifty-year low, high-school graduation and college-degree attainment rates increased significantly, and Philadelphias population had grown every year. Nutter also recruited businesses to open in Philadelphia, motivating them through tax reforms, improved services, and international trade missions.Mayor Nutter details the important tasks that mayoral administrations do, he tells the compelling story of a dedicated staff working together to affect positively the lives of the people of Philadelp hia every day. His anecdotes, advice, and insights will excite and interest anyone with a desire to understand municipal government. Alum Andrea di Robilant  (80 SIPA) is the author of A Venetian Affair, a biography of his ancestor in 18th century Venice based on their correspondence; and a sequel entitled Lucia: A Venetian Life in the Age of Napoleon. Di Robilant was born in Italy and educated at Le Rosey and Columbia University. He now lives in Rome, working as a correspondent for the newspaper La Stampa. In the fall of 1948 Hemingway and his fourth wife traveled for the first time to Venice, which Hemingway called a goddam wonderful city. He was a year shy of his fiftieth birthday and hadnt published a novel in nearly a decade. At a duck shoot in the lagoon he met and fell in love with Adriana Ivancich, a striking Venetian girl just out of finishing school. Di Robilant-whose great-uncle moved in Hemingways revolving circle of bon vivants, aristocrats, and artists-recreates with sparkling clarity this surprising, years-long relationship. Hemingway used Adriana as the model for Renata in Across the River and into the Trees, and continued to visit Venice to see her; when the Ivanciches traveled to Cuba, Adriana was there as he wrote The Old Man and the Sea. This illuminating story of writer and muse-which also examines the cost to a young woman of her association with a larger-than-life literary celebrity-is an intimate look at the fractured heart and changing art of Hemingway in his fi fties. Joseph E. Stiglitz is University Professor at Columbia and Co-Chair of the University’s Committee on Global Thought. He is also the co-founder and co-president of the Initiative for Policy Dialogue at Columbia.In 2001, he was awarded the Nobel Prize in economics for his analyses of markets with asymmetric information, and he was a lead author of the 1995 Report of the Intergovernmental Panel on Climate Change, which shared the 2007 Nobel Peace Prize. In 2011, Time named Stiglitz one of the 100 most influential people in the world. America currently has the most inequality, and the least equality of opportunity, among the advanced countries. While market forces play a role in this stark picture, politics has shaped those market forces. In this best-selling book, Stiglitz exposes the efforts of well-heeled interests to compound their wealth in ways that have stifled true, dynamic capitalism. Along the way he examines the effect of inequality on our economy, our democracy, and our system of justice. Stiglitz explains how inequality affects and is affected by every aspect of national policy, and with characteristic insight he offers a vision for a more just and prosperous future, supported by a concrete program to achieve that vision. [Book covers from Amazon.com and Columbia University Press.]

Marketing Plan For Developing New Products - 1690 Words

Product Development Name Institution of Affiliation Describing the Product The new product is the adjustable umbrella. This is the newest product for the Sky-Joy Company. The product comes with many features that are good for the different customers thus making it the best product ever in the market. The product is easily adjustable to fit in a small bag thus making it easily portable to carry. Its portability makes it the best to travel with and maybe use it anytime depending on the circumstances that arise. The product is strong for use in all weathers including strong wind without being damaged by it. It comes at different sizes and prices to cater for the different tastes of the customers. New product†¦show more content†¦Commercialization-A good budget plan to manufacture, advertise and promote the product in the market for sale was developed. New Product Lunch Strategy The launch of a product is an exciting time especially to a company because it signifies the success in the long process and expenses spent in developing a product. Launching also needs to be strategized for its success (Indounas, 2016). The process involved: 1. Setting Objectives These are the goals that a company aims to achieve with the new product introduction. A key thing to note about the objectives is that they need to be specific and attainable among other factors. The objectives were: †¢ To satisfy the targets buyers †¢ Capture a big market †¢ Increase sales †¢ Increase company’s profit 2. Strategy Development In developing a strategy that was to make sure that the product was to do well in the market, strategic planning analyzing was done it critical areas: Functional planning-A team for the launch was formulated consisting of a member from every department. Audience specification-The Company devised the ways on how to deliver the products to customers both local and foreign through distribution. Integrating Operations-The Company planned the activities of each functional area within the organization for the successful launch. Launch Phases- The stages of the launch were grouped in three: pre-launchShow MoreRelatedDeveloping a Marketing Plan to Introduce a New Product or Service for Tausif Iternational3170 Words   |  13 PagesPROJECT ON: DEVELOPING A MARKETING PLAN TO INTRODUCE A NEW PRODUCT OR SERVICE FOR TAUSIF ITERNATIONAL. GROUP NAME: THE XPLORER MKT 201 Section 3 Autumn 2008 Submitted to Nawshad Naqueeb Submitted by Tanvir Hasan. ID: 0720005 Tahsin Tasnim. ID: 0720034 Tazina Afrin Nisha. ID: 0720061 Ahmad Imtiaz Sobhan. (Group coordinator) ID: 0720078 A.K.M. Ehsanul Hossain. ID:0720248 Progga Parmita Anika. ID: 0630014 Date of Submission NovemberRead MoreCompany and Marketing Strategy: Partnering to Build Customer Relationships1465 Words   |  6 Pagesand how marketing works with its partners to create and deliver customer value 4. Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it 5. List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring return on marketing investment Chapter Outline 1. Companywide Strategic Planning: Defining Marketing’s Role 2. Marketing Strategy and the Marketing Mix 3. Managing the Marketing Effort Read MoreCASE STUDY Jensen1172 Words   |  5 Pageshigh-quality products but was also known for valuing their employees. The company continued to be in a highly-profitable position for years but showed a flattened growth due in its casual wear division. This made the Jenson’s shoes executive management to re-think their marketing strategy for strengthening their long-term industry viability. Sally Briggs, VP of Marketing, was in charged for developing a major marketing strategy, to define opportunities for new markets and new products within the nextRead MoreReview Of Changing Perspective Of Marketing Planning1334 Words   |  6 PagesCompile Marketing Audits 1.1: Review of Changing Perspective in marketing Planning: Marketing planning is a medium which helps a company to form different marketing strategies for gaining favourable market place where it can earn more profit. Marketing planning has undergone various changes in last decade because of dynamic environment, innovation, technology and changing preferences of customers. So in that context there are mainly two approaches of marketing planning: 1: Traditional marketing planRead MoreMkt 571 Complete Course Mkt 571 Week 1 Marketing Environment Simulation and Summarymkt 571 Week 2 Vals Surveymkt 571 Week 2 New Product Launch Marketing Plan, Part I Mkt 571 Week 3 Segmentation and Target Market Paper1325 Words   |  6 Pages571 Week 1 Marketing Environment Simulation and Summary Complete the Marketing Environment Simulation and Summary in MyMarketingLab. Save your results report from the simulation to your computer. Click the Assignment Files tab to submit your assignment. MKT 571 Week 2 VALS Survey Take the VALS Survey. Submit a screen shot of your results through the Assignment Files tab. And post a response to the following: How can marketers use this information? MKT 571 Week 2 New Product Launch MarketingRead MoreMkt 571 Week 1 Mkt 571 Week 11245 Words   |  5 Pages571 Week 1 Marketing Environment Simulation and Summary Complete  the Marketing Environment Simulation and Summary in MyMarketingLab. Save  your results report from the simulation to your computer. Click  the Assignment Files tab to submit your assignment. MKT 571 Week 2 VALS Survey Take  the VALS Survey. Submit  a screen shot of your results through the Assignment Files tab.   And post  a response to the following: How can marketers use this information? MKT 571 Week 2 New Product Launch MarketingRead MoreMarketing Plan1270 Words   |  6 PagesIndividual Assignments - Marketing Plan. Review individual marketing plan assignment. The major written assignment for this course is to write a marketing plan, utilizing the resources and examples of The Marketing Plan Book. Students will work on this project individually. 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To sustain competitive advantage for any company so for ACL company developing new vacuum cleaner was an important step. In sustaining competitive advantage, there are 8 stages defined below (new product development, www.learnmarketing.net) Stage 1: Idea generation- for every organization idea could come from different sources such as: market research, employees, consultants, competitorsRead MoreMkt 571 Communications Plan1128 Words   |  5 PagesCommunications Plan MKT/571 March 21, 2011 Communications Plan The importance of developing an integrated marketing communications plan has become even more important in the modern era. With so many different touch points, or ways that a prospect can experience a company s message or advertisement, it is important that the message be clear and consistent (Business Training Schools,  2011). Developing the proper lines of communication, especially with a new product is vital to a company

The Literature And The Individual Child - 1462 Words

†¢ Traditionally, the term popular culture has denoted the ‘culturedness’ of the lower classes as opposed to the fine arts or high culture, consumed by the wealthy. †¢ The distinction between ‘culturedness’ of the classes is a socially constructed distinction and is susceptible to change over time; based on the modern ability of all classes to enjoy any popular culture format they choose. The literature and the individual child †¢ Within most regions of the world, media and popular culture are an inevitable part of contemporary childhoods- children spend more and more time engaging with various types of media than with families and friends and often, school. †¢ The literature views popular culture as shaping children’s viewpoints through many†¦show more content†¦Ã¢â‚¬ ¢ Often as adults, we dismiss the culture that children see as valuable in opposition to what is perceived as superior, to adults. Adults often see children’s culture as dumbed down or innocent. Dismissing children’s pop culture as just entertainment or as fluff, misses the overt and covert messages embedded in the medium and the value these items can possess for literacy. Pop culture’s overt and covert messages †¢ Most reference literature is framed around the psychological perspectives of popular culture and argue that children are proceeding towards an adult state in their courses of thought. The focus being the impact of the interaction between the individual child and popular culture/ media and the domination of behaviours and attitudes such as: o Violence, most notably o Gender stereotyping o Notions of overt sexuality o Stereotypical representations of race and national identities o Class o Power o Exploitation- both of children and of parents †¢ Children’s popular culture icons and their messages: o The Disney Princess characters generate $4billion whilst sending out subtle messages about societal expectations relating to gender and sexuality. o Barbie indicates form fitting clothes and always full make-up where appearance seems more valuable than any professional knowledge an individual can possess. Linked to eating disorders and body image issues. o Cinderella cements role expectation where women either perform

Saint Augustine of Hippo Free Essays

Biography: Aurelius Augustinus (referred to as â€Å"St. Augustine of Hippo) was born in Tagaste (now Souk- Ahras), North Africa on November 13, 354. His family was not rich growing up but Augustine still received a Christian education. We will write a custom essay sample on Saint Augustine of Hippo or any similar topic only for you Order Now Wild as a child he had a long-term relationship with a freedwoman who bore him a son. When he was 19 he was introduced to philosophy at Carthage where he became a brilliant student who mastered Latin and knew Greek. He worked as a professor at Carthage for a while but sometimes the students didn’t pay the professors after attending all the classes, so he got annoyed and traveled to Rome to seek a fortune. When he was in his thirties he converted to Christianity and entered a monastery. He spent the rest of his life working on his philosophical writings. In 395 he was ordained Bishop of Hippo. He died of a fever on August 28, 430 during the third month of the siege of Hippo by the barbarians. Philosophy on Law: St. Augustine believed and wrote extensively about natural law. He defines natural law as â€Å"an instilled law written on the human heart or conscience†. Augustine believed natural law was one of the ways God governs humans. His notions of natural law lead him to a discussion about just and unjust laws. He believed just laws were derived from natural law. Additionally he believed, those laws not following natural law, were unjust and â€Å"is no law at all† Strengths and Weaknesses: There are a few weaknesses when it comes to Augustine’s belief on natural law. Natural law is grounded in religion and in todays world people want a different legal system between the church and state. This makes them tend to avoid the reference to â€Å"natural law†. Another weakness is Augustine’s believed that some laws were written on peoples hearts. This leads to the question, why is there bad people? Not to say all of natural law is a weakness because it does have some strengths. One strength, to natural law is despite all the different religions and geography’s most societies have a common set of principals that lands credibility to the theory of natural law. Another strength is the argument of natural law allows for separation between church and state in laws of punishments. St. Augustine would definitely support civil disobedience. He believed if a law was unjust than it was no law at all. He thought that there were laws written on your heart and if a law wasn’t written on your heart than it was an unjust law. Therefore he didn’t consider it a law. Below is a short video of Martin Luther King saying his famous speech â€Å"Letter from a Birmingham jail†. St. Augustine is known for his creation of natural law. Augustine discovered that God creates at least some moral aspects. St. Augustine, along with St. Paul, and St. Thomas Aquinas founded the notion of an instilled law written on the human heart or conscience. It was created through the synthesis of notions such as natural justice and the biblical belief in a greater being and lawgiver that we think of as being natural law. Augustine’s most famous quote is also has the greatest impact on natural law. His quote was â€Å"an unjust law is no law at all†. He means that justice is the sole purpose of law and if the law isn’t fair, than it is not serving justice. Augustine on Free Choice of the Will: â€Å"Now every punishment is a punishment for sin, if it is just, and is called a penalty; but if the punishment is unjust, since none doubts it is a punishment, it is imposed on man by an unjust ruler. This piece of writing by Augustine talks about just and unjust laws and the reason for punishments. It reinforces his position that an unjust law is no law at all. The Problem of Free Choice: Book One. Will not any intelligent man regard that law as unchangeable and eternal, which is termed the law of reason? We must always obey it; it is the law through which wicked men deserve an unhappy, and good men a happy life, and through which the law we have said should be called temporal is rightly decreed and rightly changed. Can it even be unjust that the wicked should be unhappy and the good happy, or that a well-disciplined people should be self-governing, while an ill-disciplined people should be deprived of this privilege. I see that this law is eternal and unchangeable. I think you also see that men derive all that is just and lawful in temporal law from eternal law. For if a nation is justly not self-governing at one time, and justify not self-governing at another time, the justice of this temporal change is derived from that eternal principle by which it is always right for a disciplined people to be self-governing, but not a people that is undisciplined. This part of Augustine’s writing backs up his theory of natural law. He is attempting to reconcile the relationship between natural law and mans free will. He believes that natural law is a part of every human being and freewill is the ability of man to choose between what is the right thing and what is wrong. All of Augustine’s writing and books were originally written in Latin and have been translated into several different languages over the years. Most of his writing was religious in nature and his views on laws were derived from his desire to understand god’s relationship with society. Two Questions: 1) How is the concept of natural law relevant in today’s society and courts? ) What do you think some of the natural laws are? Examples of natural law: human rights, etc. Natural law is the theory or belief that certain rights exist independently of any government’s granting of those rights. Generally, whenever a group rebels against their government and asserts rights that the government hasn’t granted them, they are making a claim of natural law. Many children, for example, appeal to a sense of fair ness in disputes, and most people around the world agree that murder is a severe  infraction  of natural law. For example, the declaration of independence was an assertion of natural law – the right to be free, the right not to be taxed without representation, etc. , if you believe you are entitled to these rights just by virtue of the fact that you are alive/human, you believe in natural law. It can also work the other way; certain actions are criminal just by virtue of the acts themselves, such as murder (malum per se). Positive law, on the other hand, is the theory or belief that all law comes from the government/lawmakers (Malum prohibitum). Basically, you have no rights that are not granted to you from the government, and no action is inherently right or wrong under the law unless there is legislature or court-created law that says so. Basically, murder isn’t illegal because it’s â€Å"evil† or bad, it’s illegal because there’s a written law in the books that says so. Natural law and natural rights follow from the nature of man and the world. We have the right to defend ourselves and our property, because of the kind of animals that we are. True law derives from this right, not from the arbitrary power of the omnipotent state. Natural law has objective, external existence. It follows from the ESS (evolutionary stable strategy) for the use of force that is natural for humans and similar animals. The ability to make moral judgments, the capacity to know good and evil, has immediate evolutionary benefits: just as the capacity to perceive three dimensionally tells me when I am standing on the edge of a cliff, so the capacity to know good and evil tells me if my companions are liable to cut my throat. It evolved in the same way, for the same straightforward and uncomplicated reasons, as our ability to throw rocks accurately. Read more:  http://wiki. answers. com/Q/What_are_examples_of_a_natural_law#ixzz27LOHpIBl http://plato. stanford. edu/entries/augustine/ http://americanenglishdoctor. com/wordpress/literacy/basic-literacy/general-knowledge-2/basic-literature/letter-from-birmingham-jail/1758 How to cite Saint Augustine of Hippo, Essay examples

Baptism a Rite of Passage free essay sample

My Rite of Passage In life everyone experiences some type of rite of passage and many of us go through multiple including things such as religion, school, jobs, marriage and joining the armed forces. I went through a rite of passage known as a baptism when I was eighteen years old. This rite of passage changed dramatically the way that I was living. I went from a way of death and sinfulness into becoming born again and brought into a life with Jesus Christ. One of my first parts of my journey through this rite of passage was giving up my old life of sin. I stepped away from some of my old ways such as cussing, drinking in excess, feelings and actions of lust for the opposite sex. While going through this stage I also had to separate my self from many of my old friends who were corrupting me. We will write a custom essay sample on Baptism: a Rite of Passage or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I was to put to death my old way of living and become renewed through Jesus Christ. I had to speak with a member of the pastoral staff at the church I was attending to see if this was something I was ready for. I chose to speak with the youth pastor because he is the one I felt I knew best. Even though I was somewhat comfortable with the youth pastor I was nervous to explain why I was ready to become baptized. When I was being baptized they dunked me under water symbolizing the drowning or death of my old self. Before being baptized I had to memorize some answers that I had to say in front of the whole congregation. I was to begin sacrificing ten percent of my income towards the church for gods work. Reading was constantly assigned and I met up with the youth pastor on a weekly basis to make sure I was growing in my faith. People were set in place to keep me accountable for my actions. I was to also seek out someone at this time that could mentor me. Through mentorship I was going to be able to learn the sacra so to speak. Before I was to be baptized I was brought before the whole congregation and the pastor spoke of who I was before and what the meaning of this day was. He spoke of the ways in which god was going to use me and that this would change the way I would live for the rest of my life. In this moment I realized that I left all my old friends behind and that I was at a betwixt in my life because I wasn’t fully accepted into the church yet as an equal. Then the moment came when I was to be baptized and died to my old self at that moment I came out of the water cleansed and reborn into the family of the church/Christ. When I was born again at the moment I came out of the water I heard cheer and whistles of excitement. I was welcomed by a huge smiles and hugs from friends and family into the new life I was beginning. The following few hours were spent in a time of celebration and worship. On that day I truly began to call my self a Christian. The rite of passage of being baptized has changed me and I have grown through the experience from a teen into adulthood in some forms. There are many rituals that are now a part of my life that weren’t before this rite of passage. It changes the way I view the world and how the world views me. I am now in a

The Enormous Radio

Table of Contents Thesis statement Introduction Plot Conceptions of the Enormous Radio Symbolism Themes Conclusion Thesis statement The Enormous Radio has Enormous Mirror ImagesAdvertising We will write a custom essay sample on The Enormous Radio specifically for you for only $16.05 $11/page Learn More Introduction The Enormous Radio (1947) was written by John Cheever. Research indicates that the short story appeared first in the New Yorker. The short story gathered the attention of the public that made it to be among The Enormous Radio and Other Stories collections. Research shows that the prevailing theme identifies with one family that valued a radio in their life, the initial radio broke down prompting a purchase of another radio, which opened the family to the questionable outside world. Plot The plot of the short story reflects on Irene Westcott and Jim, believed to have lived in Sutton place, somewhere in New York. The couple had two children, and enjoyed music on their radio and attending live concerts. The old radio broke down and Jim had to purchase another radio. He brought home a new radio made up of a huge gumwood cabinet. Westcott did not like the new radio, starting from the color, size and the blinking lights. Westcott was sensitive with colors; the radio brought a pure mismatch with the furnishings in the living room. Conceptions of the Enormous Radio Westcott believed that the cabinet was ugly and very dark, symbolizing the darkness in the entire living room and ultimately reflect in their lives.Advertising Looking for essay on american literature? Let's see if we can help you! Get your first paper with 15% OFF Learn More Research indicates that Westcott identifies with the new radio. The radio brought disagreements and disharmony in the family, although both couples loved music. Symbolism Enormous Radio symbolizes buried secrets. The radio made Westcott and Jim come to the realization that their marriage is not perfect, as they thought. There is the tension that had been kept in secret between the couple. Research shows that Westcott in particular had a dull past, the new radio made her remember about her past life. The fact that the radio is ugly brought about the inner ugliness of Westcott and the negative attitude Westcott has against the neighbors. The radio is believed to expose the inner lives of other people, and she realized that the radio had exposed her life too. This is an irony, in that the radio was intended to bring joy, but instead cultivated hatred and animosity. It has been noted that a metaphor is applied in the short story to show the interconnections between gender, house and the family. Themes One of the most common themes in the short story identifies with theme of addiction. Westcott and Jim are addicted to the radio to an extent that it plays an influential role in their lives, to a point of exposing the weak points within the marriage.Advertising We will write a custom essay sample on The Enormous Radio specifically for you for only $16.05 $11/page Learn More The radio symbolizes today’s television sets that have been addicted by people. The radio is exposing the real nature of people. Conclusion The satanic radio can be equated to the serpent in the garden of Aden that made Eve and Adam commit a sin by eating the forbidden fruit, and all of sudden; they realized they were in their natural suit. Westcott exposed the American underworld. The short story indicates that things at times do no display reality. The fact that Westcott and Jim were normal couples, who later became violent, is an indication that human beings have two faces. The clichà © of the short story is on the Enormous radio with diverse representations, it shows diverse mirror images that are addressed. Westcott had two personalities, meaning she was pretending to some extent in the marriage of her and Jim. The short story t eaches human beings to be real. No matter how far people hind identities, circumstances erupt that shows the real face of the people. This essay on The Enormous Radio was written and submitted by user Jermaine Graham to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Strategic Audit Ford Essay Example

Strategic Audit Ford Essay Example Strategic Audit Ford Paper Strategic Audit Ford Paper contents 1. 0 Introduction3 2. 0 Strategic Issues of Ford4 3. 0 The External Environment5 3. 1 PESTEL Analysis5 3. 1. 1 Political Environment5 3. 1. 2 Economic Environment6 3. 1. 3 Social Environment7 3. 1. 4 Technological Environment7 3. 1. 5 Natural environment8 3. 1. 6 Legal Environment8 3. 2 The Industry Porters’ Five Model9 3. 2. 1 Buyer’s Power Moderate9 3. 2. 2 Suppliers’ Power Low10 3. 2. 3 Threat of New Entrants Low11 3. 2. 4 Threat of Substitutes – Slightly Moderate11 3. 2. 5 Industry Rivalry High12 4. 0 The Internal Environment13 4. The Value Chain Analysis13 4. 1. 1 Primary activities13 4. 1. 2 Secondary activities14 4. 2 Analysis of Ford’s Core Competencies16 5. 0 Strategy Formulation19 6. 0 List of Strategies19 6. 1 Financial Restructuring of Ford20 6. 2 Resource-based value20 6. 3 Retrenchment Strategy21 6. 4 Product differentiation21 7. 0 Recommendation and Evaluation23 8. 0 Conclusion23 9. 0 Appendix24 9. 1 SWOT Analysis24 9. 2 TOWS Matrix25 10. 0 Reference List28 1. 0 Introduction Ford Motor Company was incorporated as a company in the year 1906. The founder of the company was Henry Ford. Ford Motor Company was the first company to make use of assembly lines for the production of cars. Currently, Ford is the fourth largest car manufacturer in the world. In the year 2008, its global production of automobiles was approximately five million (World Automobile Industry Challenges and Prospects 2009). However, due to the automotive crisis in the year 2008-2010, Ford has experienced a critical situation. Therefore, in this report we explain the competitive position of Ford in the Australian and International Motor Vehicle Industry. Moreover, we have analysed the costs the company has been incurring. From this analysis, we provide our recommendation where Ford can cut it cost or it should financially restructure itself. Furthermore, we explain the reasons why Ford has been losing its market share and what should be done to reverse the situation. In order to analyse the situation of Ford Motor Company, we have used different analytical tools. For the external analysis, we have used PESTEL Analysis and Industry Porters’ Five Model. To have a more in-depth analysis of Ford’s internal environment, we analysed its core competencies and we make use of the value chain analysis. Other analytical tools that were used are the SWOT Analysis and the TOWS Matrix. 2. 0 Strategic Issues of Ford Ford Motor Company is a global automotive industry, which is based in Dearborn, Michigan. The company manufactures and distributes automobiles in six different continents across the world. It currently employs approximately 180, 000 workers and it has 90 plants in different regions of the world. The company brands include Lincoln, Ford, and Mercury(Ref). Ford Motors Company bought many other car manufacturers in the past for example, Volvo, Aston Martin and Jaguar. In the process Ford was so proud to show off all the prestigious brands it own that it forget to concentrate on Ford itself. In the long wrong due to poor management and bad decision making Ford vehicles demand started to drop. Recently, the company had to lay off 40% of its workforce to cut manufacturing costs. At the same time the costs of materials needed to manufacture cars such as steel have been increasing globally affecting the cost to produce vehicles. Moreover, Ford has been losing its market shares as compared to other automobile companies such as Toyota. The loss of market shares can also be attributed to raising fuel prices. Additionally, another problem that Ford Motor Company is facing is the highly layered organizational structure, which makes decision making bureaucratic and a much longer process. Another strategic issues found is that Ford build to many variant of the same model, for example the Ford Mondeo of America is not the same as that in Australia or England. This further raised the price of the car as each variant needed research and development cost for the same model. 3. 0 The External Environment In this section of the report, we scan the external environment by using analytical tools like the PESTEL Analysis and the Industry’s Porters Five Model. . 1 PESTEL Analysis In this section we analyse the political, economical, social, technological, natural and legal environment of Ford Motor Company. 3. 1. 1 Political Environment The government of Australia is encouraging the buying of more â€Å"greener† vehicle. According to the Australian government choosing a greener car can h ave a direct financial benefit as well as helping to conserve the environment for all Australians and future generations. Buying a vehicle that is more fuel efficient can save thousands of dollars on fuel bills and many tonnes of greenhouse gas emissions over the vehicles life (Greener Vehicle Guide 2010). This political incentive is directly link to Focus on introducing the new environmentally-friendly technology engine for the Falcon, a bestselling car in the territory and the country. The Australian Transport Councils National Road Safety Strategy (NRSS) for 2001-2010 aimed to save 700 lives per year by 2010 (40%) and  3600 lives over the period. In 2001, 1736 people were killed. In 2009/10, this figure was  1424, making for an 18 percent reduction (â€Å"ANCAP Calling On Australian Political 2010). It is estimated that almost 25% of person could be save with safe cars. The government could in the future start a new more severe rating system for cars which will influence customer awareness before buying a vehicle thus have direct impact on demand for cars in Australia. Better rated car will have a competitive advantage compare to those car which are poorly rated. Stolen car is becoming an issue in Australia A workable and cost effective system of vehicle identification plates, combined with a national register of stolen vehicles, should make it more difficult for professional thieves to ‘re-birth a stolen car. The mandated use of immobilizer technology, steering wheel locks and vehicle alarms is also expected to reduce the incidence of car theft in Australia (Parker 2010). Finally, the labor government promise on cleaner car debate campaign that would see rebates given for the trade-in of old cars in favour of new and greener vehicles. With the ultimate aim of getting around 200,000 old vehicles off the nations roads, the program will offer a $2000 rebate on cars built before 1995 (â€Å"Gillard Government to Give $2000† 2010). 3. 1. 2 Economic Environment Analyzing the car industry it is important to have a global view of the economy. Australia is forecast to grow again at 2. 75 per cent in 2008-09 which is above the average growth rate of members of the Organisation of Economic Cooperation and Development (OECD) of 2. 2 per cent (Australia in Brief 2008). AUSTRALIAS economy grew by nearly one per cent in final three months of 2009, after government stimulus helped it shrug off the worst of the global financial crisis, economists say. But the pace set by the economy could leave borrowers with higher interest rates by the end of 2010 (Lunn 2011). Australia is one of a few countries that have the facilities to design and produce a car from clean sheet to dealer sale. In 2008 Australia produced 171,432 vehicles for domestic sale. Australia is best known for designing and producing large sized passenger vehicles, which has seen a recent downturn in Australian markets resulting in many cutbacks including the February 2008 closure of Mitsubishi Motor plant in the country. It can be said the situation is going from bad to worse, new vehicle sales fell 3. % in Australia in 2008 to 1,012,164 units, but most worrying for the industry was the sharp 11. 3% fall in sales in December, despite dealers offering sharp discounts to attract buyers. Sales of cars produced by local manufactures slumped by 14. 5% last year. The Federal Chamber of Automotive Industries expects vehicle sales to fall by 12. 5% in 2009, with total sales forecast to be 880,000 units (â€Å"Midas Australia’s collapse adds to car industry chaos† 2009). The impact of the automobile industry on the U. S. economy is huge. According to the University of Michigan and the Center or Automotive Research, the automobile industry is the main user of computer chips, textiles, aluminum, copper, steel, iron, lead, plastics, vinyl and rubber (World Automobile Industry Challenges and Prospects 2009). 3. 1. 3 Social Environment Ford did not operate in isolation of society but form thus it is of importance that managers pays more attention to social element of the environment. The size and age of population associated with their standard of living plays an important role in the design of car. (Gabriel 2004, 19). Additionally, today’s society judges people on the type of car they drive. Although members of the society do not want to admit it, it is very true. Manufacturers know this and they target their market by these thoughts. Anyone having a luxury or nice car is thought to be wealthy. Conversely, those driving unattractive piece of junk are perceived as people from low social status. Consumers also like better cars because this makes them feel proud about themselves (World Automobile Industry Challenges and Prospects 2009). 3. 1. 4 Technological Environment Internet has made the industry more efficient and less costly. U. S manufacturers; Ford, GM and Daimler Chrysler, all opted for a global online exchange for their suppliers and equipment manufactures according to their plans for 2000. In August 2002, GM was set to start sending requests for quotes to suppliers through Covisint using a tool called â€Å"Quote Manager† (World Automobile Industry Challenges and Prospects 2009). 3. 1. 5 Natural environment The natural environment factor have bring increasingly important in the macro environment of almost all type of company irrespective of the business they are engaged with. The carbon footprint is now consider because they are aware of its impact on global warning. The customers now have increasing expectation over the company product performance over the natural environment but also the overall impact of the company on the natural environment. Ford provided a world premier for three new electrified products: the new Focus Electric, Fords first full-electric passenger car; the Ford C-Max Energi, the companys first plug-in hybrid electric; and the new Ford C-Max Hybrid. The C-Max is a seven-passenger, multi-activity vehicle with a hands-free liftgate, and a new version of what is already in use in Europe (Pearson 2011). There are basically two type of company tend to cope for natural environmental needs those who seek to comply with regulation and those who go above the regulation which ford is by providing electrified motor vehicles and hybrid engine to reduce the carbon footprint. 3. 1. 6 Legal Environment Legal conditions are often closely related to political condition. Legal conditions are often the result of political decision (Grant et al. 2011, 103). Since 1960’s, laws and regulations have had major impacts on the automotive industry. These regulations were mainly from consumers’ concern for the environment and safer automobiles. In 1966, the national Traffic and Motor vehicle Safety Act was the first safety act passed by the Congress, which compelled manufacturers to improve passenger’s safety, driver’s visibility, braking of cars and also, manufacturers had to inform the public upon when cars had to be recalled. The trigger for passing this safety act was Ralph Nadar’s 1965 novel, Unsafe at any speed: The Designed – in Dangers of the American Automobile. The only concern was not about safety but also about the environment, even before the oil crisis. In 1965, the Vehicle Air Pollution and Control Act was passed, which was the first act to set standards for pollution caused by automobiles. Later, in 1970s, the Congress passed the Clean Air Act which required a 90% decrease in automobile emission within the next six years. These laws have been strengthen recently to decrease the level of emission in the environment (World Automobile Industry Challenges and Prospects 2009). The oil crisis in the 1970s caused the Congress to pass the Energy Policy and Conservation Act which required automobiles to meet a certain mileage per gallon, that is, a standard of 20mpg for the 1980 model and 27. 5mpg for the 1985 model. Subsequently the Intermodal Surface Transportation act was passed in 1992 which required the installation of front airbags in automobiles (World Automobile Industry Challenges and Prospects 2009). 3. 2 The Industry Porters’ Five Model In this section, we analyze the Buyers’ Power, Suppliers’ Power, Threats of New Entrants, Threat of Substitutes and The Industry Rivalry in the automobile sector. 3. 2. 1 Buyer’s Power Moderate The worldwide trend for buyer’s power of car is low. This is because having a car is nowadays perceived not as a luxury but it is more a must for people. Therefore people do not have much option and are more likely to buy a car (World Automobile Industry Challenges and Prospects 2009). However, which car to buy varies from people to people and from country to country. Toyota is seen as the bestselling car over the world and it is the largest car manufacturer. In the United States, the bestselling car is Toyota. Ford is the fourth largest bestselling car in America (Edgerton 2010). In Australia, people who prefer luxury cars opt for BMW, Mercedes and Audi while BMW is the most preferred choice of luxury cars in Australia (Audi No Threat 2007). Ford’s reputation in the Australian market is increasing. This is because Ford is investing significantly to meet customers’ requirements. Additionally, as Ford is going for intense innovation in order to provide its customers with higher safety kits and comfort, it has been able to increase its market share by 14 percent. Moreover, analysts highlight that the new Ford Focus which is expected to enter the Australian market in the third quarter of 2011 is being impatiently awaited by car dealers and car resellers (Ford Defend Focus 2010). Therefore it can be said that Ford has a moderate buyer power as it has loyal customers. At the same time, the brand reputation of Ford is increasing. 3. 2. 2 Suppliers’ Power Low Ford Motor Company has a network of Aligned Business Framework (ABF) with forty-six productions and nineteen non-productions suppliers. Ford has entered into a network with these suppliers to reduce suppliers’ power. Ford and its suppliers work together to create value for customers. Additionally, the ABF agreement will help the suppliers in the network to strengthen collaboration and develop a sustainable business model to drive mutual profitability and technology development (Fact Sheet: Ford’s Family of Strategic Suppliers 2008). Moreover, Ford Motor Company has rewarding system which rewards its suppliers for good performance. For example, one supplier of Ford Motor Company is The Global Suppliers. Global Suppliers was rewarded by Ford for strong performance in 2010. Those suppliers who help to create higher customer value are rewarded because Mr Alan Mullaly, Ford President and CEO, said that suppliers high performance is crucial for the company to progress. He stated that â€Å"We made tremendous progress on the One Ford plan in 2010 and the partnership with our suppliers was absolutely critical in making that happen† (Ford Honors Global Supplier for Strong Performance in 2010 2011). Therefore it can be said that Ford suppliers power is low as it has entered into a strategic network with its suppliers for the purpose of creating value for its customers. . 2. 3 Threat of New Entrants Low The presence of new firms in an industry may force prices down and put pressure on profits. There are, however, barriers to entry that tend to protect established firms. One would expect the production of automobiles to require significant economies of scale, an important barrier to entry. The new entrant would have to achieve substantial market share to reach minimum efficient scale, and if it does not, it may be at a significant cost disadvantage. While the evidence suggests that economies of scale in the auto industry are substantial, there are also indications that large size may not be as important as commonly assumed. Nevertheless, entry would represent a large capital investment to any new firm and the body of research still indicates that economies of scale represent a substantial barrier to entry (World Automobile Industry Challenges and Prospects 2009). Consequently, entry is currently a weak threat to profitability. 3. 2. 4 Threat of Substitutes – Slightly Moderate While five-forces do not directly consider demand, it does consider two factors that influences demand ? substitutes and complements. Although new cars generally are slightly price elastic, suggesting few real substitutes (e. g. , bus and rapid transit), the demand for a particular model is highly sensitive to price because of the availability of close substitutes for a given model. A change in the price of a complementary product (e. g. , gasoline, batteries, and tires) could have a significant impact on the demand for automobiles. The rising price of gas, an important complementary product, is likely to affect some firms more than others depending upon the vehicle composition. Recent rising fuel prices are likely to have a greater impact on the big three (GM, Ford Motor and Daimler-Chrysler) whose most profitable models are energy inefficient pick-up trucks and sports utility vehicles (Automotive Industry Analysis – GM, DaimlerChrysler, Toyota, Ford, Honda 2011). On balance, the overall impact on industry profitability from substitutes and complements is weak to moderate. 3. 2. Industry Rivalry High The automobile industry is an oligopoly and companies in the industry are, to a large extent, able to determine the industry prices. As the industry is not fragmented and companies don’t indulge in price wars the industry have better opportunities to grow (World Automobile Industry Challenges and Prospects 2009). The competitors in the global automobile industry are facing the recession repercussions and their competing power has reduced giving new entrants from developing nations an opportunity to enter foreign markets more easily. In the early 2000 the US automobile manufacturers to some extent, were able to intensify competition because of the demand for the light trucks by American consumers, which was also compounded because of the low oil prices in the US. But in early 2008, oil prices increased and the customers switched to fuel-efficient cars made by foreign companies and even after the oil prices fell the perception that the oil prices would go up after economic recovery has taken hold and the demand for the American SUVs has remained low (World Automobile Industry Challenges and Prospects 2009). However, demand in developing nations has been growing and this provides the auto manufacturers in the US an opportunity to expand to newer foreign markets (World Automobile Industry Challenges and Prospects 2009). The cost conditions also affected the competition in the US. Auto manufacturers have high fixed costs and when the demand declined their sales fell below breakeven levels increasing the losses (World Automobile Industry Challenges and Prospects 2009). These factors also created high exit barriers, the companies are locked into an unprofitable industry where overall demand is declining and there is excess productive capacity. This has increased the intensity of rivalry. 4. 0 The Internal Environment In this section, we use the value chain analysis and we analyze the core competencies of Ford Motor Company to understand its operation. We also come up with a SWOT analysis and it was included in the appendix. 4. 1 The Value Chain Analysis 4. 1. 1 Primary activities 4. 1. 1. 1 Inbound Logistics Currently, all regional Ford motor companies, manages their inbound activities through the use through an information system called the extended warehouse management system with the assistance of SAP and Deloitte (Deliotte 2010). The system encompasses all the inbound logistics such as inbound delivery processing, put away location determination, quality management, return from vendor, goods receipt, put away and return from dealer (Deliotte 2010). As a result, inventory control becomes easier by using the just in time system. 4. 1. 1. 2 Operations The organization has embarked on sustainable manufacturing practices to address environment issues such as efficient energy use, waste management and their carbon emissions. Ford Motor is restructuring all its assembly plants around the globe to a flexible manufacturing system, to assemble different vehicles models on the same plant. This will help to gain efficiency and meet customer’s ever changing demand. Most of the US assembly plants have already been changed up to now. However over the past decade, the production of the small cars is not profitable due to the increasing production cost and manufacturing expenses. Ford has also developed a new program development to develop new car in a smaller lapse of time in 8 to 14 months. 4. . 1. 3 Outbound logistics/ Service Ford Motor Company has appointed dealers around the globe to manage their outbound logistics. However over the last 6 years, the company noticed that it has an overcapacity of dealers to represent their product. Therefore, the management of the company has reduced their dealer network by 14% to strategically align with the market share for sustainable profits. In addition, the Fordà ¢â‚¬â„¢s dealers provide customer service in terms of after-sale support, maintenance of vehicles and sale of spares parts. 4. 1. 1. 4 Marketing and sales Ford Motor Company has a wide presences and distribution network in the following geographical region: North America, Europe, Asia Pacific, Latin America, Middle East, Africa, and Caribbean. At the outset of promoting new product designs, Ford attractive packages to their potential clients such as technological gadgets. Further to this, the company offer discount offer and financing options to the buyer. However, the downturn in their financial performance and that of their dealers, are limiting their ability to provide fully these financing facilities. Besides, the company attempts to increase their sales and improve their brand image by marketing their product in the media and participating in car exhibition 4. 1. 2 Secondary activities 4. 1. 2. 1 Organizational Infrastructure Ford’s organizational structure is very complex and bureaucratic. It comprised of a six layers management. As a result, implementation for changes in the organisation will take considerable amount of time. In addition, Ford’s family members in top management level have most decision making power and influence in the company. . 1. 2. 2 Human Resource Management The motor company strategically aligns its global human resource management activities towards the same goal through the â€Å"ONE Ford† program, for the success of the whole Ford team. The management of the company invest massively in training and development programs to develop a learning organisation as well as to strengthen the employees’ technical and leadership skill. The training programs include in-house training and web based training sessions together with mentoring and coaching programs. Ford Motor has created an internal college to cater for different types of training and development programs for all their departments and their global managers and executives. The enterprise acknowledged the benefits of a diverse workforce as part of its recruitment strategies to have a talented workforce. This diversity strategy embraces five focused areas to have a motivated workforce which are: â€Å"leading the way, fostering a respectful and inclusive environment, supporting work/life flexibility and supporting their diverse workforce and strengthening their external partnerships† (Ford Motor Company 2010). In a recent survey conducted in 2009, employees were satisfied with management. The company also ensure that it continuously promote a health and safety workplace. 4. 1. 2. 3 Technology development At Ford Motor Company, has invested massively to gear their manufacturing activities towards using a global lean production system for their product development in term of new technologies. They attempt to create superior product by using the following concepts to create superior product for customer: cross-functional integration, top-hat focused, virtual vehicle development and voice of the customer. Undeniably these ends will enable the enterprise to reduce cost of production. In addition, they use information technology in all their departments to improve their value chain. In addition, the company has invested in $14 billion in 2008 in advanced technologies to be able to provide fuel economy technologies to meet demands. 4. 1. 1. 4Procurement The automobile company developed a program called the Aligned Business Framework to conduct business with selected suppliers (Ford Motor 2010). The fundamental purpose of this program is the number production suppliers from 3300 in 2004 to 750 long term suppliers (Ford Motor 2010). The company will gain competitive advantage in terms of the cost and quality of manufacturing components when few suppliers will get large amount of purchases to assist them with their global programme. Ford used innovative information technology tool to enhance their procurement processes. The company has also form alliances and partnerships with different companies as well as with its own subsidiaries. 4. 2 Analysis of Ford’s Core Competencies To gain advantage over their competitors, Ford has several core competencies that can help them. Those core competencies might even help Ford overtake competitors such as General Motors or Japanese automakers in the automotive market industry. For instant a research conducted by the company Merrill Lynch and the Bank of America (2009) predict that due to Ford core competencies and good planning they will surely, by 2013, have higher market share than GM, Toyota, Nissan and Honda. The research predict that Ford will have a 3. 0% market share followed by Honda with 3. 0%, Toyota with 1. 0%, Nissan with 0. 5% and finally GM with -5. 0%. Beginning with Ford brand equity, According to William Clay Ford, Jr. 2010) the executive chairman at Ford Motor Company, Ford conducts many brand tracking studies in different countries. Ford brand has a strong and high recognition worldwide and this recognition is growing rapidly in countries like China, India and Indonesia. One reason this is so, is that in all those country, people can access the Ford website and see all the models that they sel l worldwide. This mean two things, first that everybody can see and buy all the models that Ford produce and this make Ford models owners in China, India and Indonesia proud because they are driving the same car as American, English and French people. The second outcome is that long ago and still today some car manufactures sell old technologies and old car models to those countries, leaving the customers frustrated and no choice than to buy out-dated models. Thus Ford has managed to create high brand equity in those countries, despite the fact that Ford does not have a strong presence there yet (Ford, 2010). In some remote countries where cars are not a popular medium of transport, people recognise and have a high esteem for the Ford brand. For example in Chile where people still pass on cars from generation to generation. Jose, Mendez, Podlech and Olave (2004) conducted a research to know the best way for Ford to have good brand equity. They found out that Ford should make an advertisement that shows the emotional bond a person have with his Ford car model rather than showing the vehicle functionalities. This shows that even if Ford is not well present in some countries they care that people have a good image about the company and Ford brand. Ford has an excellent supply chain management, which is another core competency. This is due to the fact that Ford has maintain a good standing and long-term relationship with their raw materials suppliers such as steel, glass, plastic and many more. This has allowed Ford to maintain a constant flow of raw materials coming in for production. Furthermore there logistics system allowed high coordination between the outsourced firms and this has lead in a brilliant inventory management and steady flow of automotive parts for smooth production activities. Some of the suppliers are Bosch, Hankook, Superalloy, Siemens, Sanyo, Panasonic, Pirelli, Johnson Matthey, and many more. Bosch for example deals with engines parts. Bosch is not the only supplier of Ford Motors but all Ford Motors joint ventures and associates like Mazda who benefits from the same improvement and progression found in Bosch engine parts. Moreover Ford being the first mover in the moving assembly line detained here another core competency. Ford is the pioneer of the mass production system, which later on has been copied by Mr Toyoda from Toyota. This core competency has allowed them to manufacture and deliver their product at high speed not to mention that this save time and costs in the process. Ford loss that competency when they try to buy and manage many different car manufactures at the same time in the past but recently when they sold all the other car manufacturers and focus on their core business, that is to sell Ford models they reacquired this competency. The last but not the least Ford is listening to their stakeholders namely, investors, consumers, NGOs and others in terms of a more sustainable vision. Stakeholders are more environmental conscious and believe in sustainability and made Ford aware that they need to consider environmental and social costs as genuinely as they take financial costs. As such, Ford has given enormous attention to its research and development department in terms of efficient vehicles. This can be seen in recent models of Ford were by they are more economical in fuel consumption yet powerful, smaller in size yet spacious-well design interior and less expensive yet high quality. Ford has integrated sustainable development into their planning and business enterprise measurement systems in order to achieve the sustainability vision potential. This has proved to be a good move by Ford as many investors are increasingly seeking sustainable companies and investors tend to avoid companies that have low environmental performance. This is so, as investors believe that sustainable companies have a better chance to survive over the long run. In addition to that consumers are not only searching for environmental friendly cars but more economic cars as the price of petrol is always on the rise and they find it more and more difficult to use big engine cars on a daily basis (Alan Mulally, 2010). 5. 0 Strategy Formulation To be able to develop sound strategies for Ford Motor Company, it is important that we highlight the problems Ford is facing. These problems were already mentioned in our strategic issues section. One of the most pertinent issues is the loss of the share market. Therefore, we develop our strategies in such a way that will help to counter the loss of market share. Additionally, we developed a TOWS Matrix which helped to formulate strategies based on our strengths, weaknesses, opportunities and threats. We have included the TOWS Matrix in the appendix. . 0 List of Strategies Based on the problem that Ford is currently facing, we believe that there are three strategies that might help to overcome its loss of share market. These strategies are the Financial Restructuring of Ford, Retrenchment Strategies, The Resource-Based Value Strategy and Product Differentiation. 6. 1 Financial Restructuring of Ford In 2008, Ford Motor Company was at a loss of $8. 7 billion. Nevertheless, the restruct uring of the organisation, make it reap a net income of $6. 6 billion for the financial year 2010. The enterprise’s declining financial performance is mainly because of the two main reasons, the accentuating production cost and operation expenses and decrease in demand for their product. Fierce competition in both foreign and domestic market, and the financial crisis as well as the soaring price of fuel had a negative impact on their sales and market share loss. The annual sales of Ford fell down to 31% in 2008. Currently, that is before any restructuration of the company, it has an excess capacity and duplication of their operations as they are done separately at different geographical areas. In addition the financial position of the company suffered because of their $13. 2 billion paid in 2009 to meet their obligations to give post-retirement benefits to retired employees. As a result, they have to develop a new corporate strategy to resolve the issues. 6. 2 Resource-based value Mr Henry Ford painted the Ford Model T in black only because black dries quicker than any other colour. That is the spirit that Mr Henry Ford left in the company and Ford is still using model such as the just in time management to produce its vehicles. Two or more ideas came out under the â€Å"ONE Ford† plan. â€Å"ONE Ford† plan consist of producing the same Ford model for the world market, for example the new Ford Focus will be the same in Mauritius, America, England, France etc Ford Motors has realised that instead of using different platforms for different models they can reduce the number of platforms and make it more polyvalent, that is more models can be build on only one platforms. 72% of all vehicles that are sold under the Ford brand will be build on 15 platforms by 2012. Furthermore Ford had such trust in its supplier, Johnson Matthey for example, that Ford has given the company the liberty of designing and engineering parts for the seat. This allowed Johnson to produce the seat on a global market perspective and the outcome is that Ford Motor was able to reduce the cost of seat by 40% on the new Focus. Ford has redesign and reorganise its resource- based value to make the company more efficient in building its vehicles. (Ford Motor Company 2011). 6. 3 Retrenchment Strategy Under this strategy the company will have to reduce the diversity of their operations in various around the globe. This means that the company has to undertake activities such as divestment, liquidation of assets, and withdrawal of their products in saturated market such as Europe while focusing on new emergent markets such as India and China. Further to this, they have to focus on the contraction of the operations in few assembly plants. These activities will make the company to become stable (Grant et al. 2011) while ensuring their growth. The management has to close down further the four plants that they announced in 2008 and sell their remaining four ACH plants. 6. 4 Product differentiation Ford core product in Australia is the ford falcon and ford territory which are sold in Australia as well as exported to market such as New Zealand, South Africa and Thailand. (Elly Haug 2006). Ford did not anticipate that vehicles such as the ford territory will be regarded as a polluting motor car going against the new green purchasing mind set of customers during the previous years. Another factor that goes against the Ford territory is the rising oil prices from 2005 oil crisis until now the Libya oil crisis which had made petrol prices reach record prices. This continuous increase in the prices of petrol did have consequences on the buying criteria of customers that shifted from high petrol consuming vehicles such as the ford territory to more economic cars. The combine factor which not green vehicles and high consuming vehicles make Ford surely consider changing the features of the Ford territory, for example equip the vehicle will more eco engine will help to remove the poor image of SUV such as done by Lexus for it SUV by making use of the hybrid technology. This engine also drops petrol consumption making the petrol bills for customers becoming more attractive. Ford must establish a sustainability plan to achieve continuous and innovative improvement in fuel reduction and CO 2 reduction. The Australian car market is one of the most competitive market in the world, with more than 50 brands offering over 350 models in a relative small market by global standards (Elly Haug 2006). The resulting effect of this situation is low market share per brand with a continuous decrease of locally manufactured brand such as Ford territory and falcon. The above analysis show clearly that it will be more and more difficult in the future to manufacture and sell car in Australia, Ford will have seriously to consider the option of restructuring the company by selling it production plants especially the ford territory and make use ONE Ford plan thus making small, medium and large vehicles in the car, utility and truck segments facilitated by using Ford’s world class vehicles available in all of our regions. ONE Ford plan enforces product excellence through leadership in fuel economy, innovation, quality, safety and leading edge â€Å"comfort and convenience† technology. The maintenance cost is another factor which consumers seek before purchase of a car, it thus of importance in ford product offering to consider the cost of maintenance by providing competitive price for space part and servicing at ford concession. This will enable the company to gain competitive advantages over its competitor, in an area ignore by many others company. 7. 0 Recommendation and Evaluation The different strategies we mentioned in the above section can be used to overcome the loss of market share. However, Ford should adopt the Financial Restructuring of the Organization. This is because it will help to avoid unnecessary costs. Strategic restructuring reduces financial losses, simultaneously reducing tensions between debt and equity holders to facilitate a prompt resolution of a distressed situation. Moreover, a company that has been restructured effectively will theoretically be leaner, more efficient, better organized, and better focused on its core business with a revised strategic and financial plan. It is also important that the strategic financial restructuring of Ford is done in the shortest possible delay or precisely before three months. This is because we are experiencing a dynamic business environment whereby competitors are also looking forward to capitalize on the market share. The financial restructuring will be successful only if it is implemented in the right time. 8. 0 Conclusion From our analysis, it can be said that there exist opportunities in the external environment of Ford as it has a moderate external environment. Ford also has some key competencies which might help the company to create and sustain its competitive advantage. Among the different problems that Ford has been experiencing, the most pertinent one is the loss of market share. There are different strategies that can be adopted to overcome this problem. The best strategy will be the strategic financial restructuring of the Ford Motor Company as it will help to avoid duplication of activities and will help to prepare a better financial statement report. 9. 0 Appendix 9. 1 SWOT Analysis Strength| Weakness| * Strong Brand image and equity. * Manufacturing capacity are in lined with customer demand. * Lean product development strategies at the plants. * Flexible manufacturing plants. * New product development process to reduce the development time for new vehicle. The adoption of new business structure, â€Å"One Ford† to work as a global organization. * Ford is ranked among top fourth non-luxury brands in the automobile industry. * Leading company for quality, safety and technology product. * Competence in producing fuel economy vehicle through cost-effective technology. * Balance product portfolio. * Product excellence and innovation. * Embark on susta inability projects. * Has flexible work arrangement. | * Too many suppliers for manufacturing components and there are overlapping of supplier networks. * Financial position is still dim. Low profitability for the production of small cars. * Labour constraints, including unions are reducing the company’s ability to restructure the organization. * Inefficiencies in the inventory and control process. * Operational expenses are high. * Poor financial planning and forecasting, accounting to large amount of debt. * Inability to maintain communication with all employees. * Inability to provide more benefits to employees compared to before. * Investment on other non-core assets. * Inefficient, complex and bureaucratic organisational structure with too many management layers. The members of Ford family has more power and influence in decision making power. | Opportunity | Threats| * Huge potential of investment exist in emerging economies such as Brazil, China and India. * The global economy is recovering from the recent global financial crisis. * Many governments wish to raise the living standard of their citizens. * Most economies are strengthening Intellectual Property Rights. * More emphasis being laid on greener cars. * Global demand for fuel efficient cars. * Global increasing rate of high skilled workers. * Better technologies availability. The tsunami in Japan benefits American and European car manufacturers . * Consumers want cars which reveal their personality. | * High level of rivalry in the Automobile Industry. * Trade unions are constantly fighting to safeguard employees’ interest. * Cost of labour is increasing. * Skilled employees prefers to work into different companies. * Fluctuations in exchange rates. * Environmentalists are increasing their campaign to reduce the number of cars on road. * Cultural clashes may hinder overall progress. * Natural disasters and calamities. * Suicide bombings and Terrorist attacks. 9. 2 TOWS Matrix OPPORT UNITIES| THREATS| 1. Huge potential of investment exist in emerging economies such as Brazil, China and India| 1. High level of rivalry in the Automobile Industry| 2. The global economy is recovering from the recent global financial crisis| 2. Trade unions are constantly fighting to safeguard employees’ interest| 3. Many governments wish to raise the living standard of their citizens| 3. Cost of labour is increasing| 4. Most economies are strengthening Intellectual Property Rights| 4. Skilled employees prefers to work into different companies| 5. More emphasis being laid on greener cars| 5. Fluctuations in exchange rates| 6. Global increasing demand for fuel efficient cars| 6. Environmentalists are increasing their campaign to reduce the number of cars on road| 7. Global increasing rate of high skilled workers| 7. Cultural clashes may hinder overall progress| 8. Better technologies availability| 8. Natural disasters and calamities| 9. The tsunami in Japan benefits American and European car manufacturers | 9. Suicide bombings and Terrorist attacks| 10. Consumers want cars which reveal their personality| | | | | S1+O1: Using the strong brand image, establish in the emerging economiessuch as Brazil, China and India| S1/S8/S11+T1: Using and maintaining the good image and product quality of the company, can lead to ford surviving and making profitsin the industry| S10/S12+O5: Introduce greener cars to the balance product portfolio| S6+T7: Employees will be acquainted to the culture of One ford of the company, seeking to enhance th e performanceof workers working together| S8/S11+O8: Constant innovation and using the better technologies available to gain competitive edge. S4/S13+T2: Owing to the flexible manufacturing plant and work arrangement, employees interest will be safeguarded, reducing the risk of disagreement with trade unions| S1/S8+O9: Using the strong reputaion, exploit the advantages of american car manufacturers due to the tsnami in Japan. | S8+O4: Skilled employees would be keen to work for Ford as the company is deemed as a highly reputed one and employees can make career advancements| STRENGHTHS| 1. Strong Brand image and equity| 2. Manufacturing capacity are in lined with customer demand| 3. Lean product development strategies at the plants| 4. Flexible manufacturing plants| 5. New product development process to reduce the development time for new vehicle| 6. The adoption of new business structure, â€Å"One Ford† to work as a global organisation| 7. Ford is ranked among top fourth non-luxury brands in the automobile industry| 8. Leading company for quality, safety and technology product| 9. Competence in producing fuel economy vehicle hrough cost-effective technology| 10. Balance product portfolio| 11. Product excellence and innovation | 12. Embark on sustainability projects| 13. Has flexible work arrangement| | | | WEAKNESSES| 1. Too many suppliers for manufacturing components and there are overlapping of supplier networks| 2. Financial position is still dim| 3. Low profitability for the production of small cars| 4. Labour constraints, including unions are reducing the company’s ability to restr ucture the organisation| 5. Inefficiencies in the inventory and control process| 6. Operational expenses are high| 7. Poor financial planning and forecasting, accounting to large amount of debt| 8. Inability to maintain communication with all employees| 9. Inability to provide more benefits to employees compared to before| 10. Investment on other non-core assets| 11. Inefficient, complex and bureaucratic organisational structure with too many management layers| 12. The members of Ford family has more power and influence in decision making power | W4+O7: The global increasing rate of skilled workers can compesate for the labor constraints| W10+T8/T9: Due to uncertainties, the company can invest in other well evaluated core assets to minimize risks| W5/W6+O8: Better technologies can lead to efficient inventory management and control process, further reducin operational costs| | W3+O10: Consumers will tend not to focus on small cars, instead on those cars that will reveal their personality| | W8/W9+S8: Efficient communication channels can be established within the company as well as performance management system to better reward employees| | 0. 0 Reference List Ford Defend Focus: Ford boss claims Focus sales are â€Å"exceeding expectations†, despite slump. 2010. goauto. com. au/mellor/mellor. nsf/story2/DAA074726BEB71A7CA2577C000010E9F Audi No Threat: BMW’s true rivals in Australia are Lexus and Mercedes, not Audi: Seemann. 2007. goauto. com. au/mellor/mellor. nsf/story2/29BD68AA9B6E146DCA2572F900097F05 Edgerton , Jerry. 2010. JD Power: New Cars that Buyers Avoid. http://moneywatch. bnet. com/spending/blog/cars-money/jd-power-new-cars-that-buyers-avoid/2016/ World Automobile Industry Challenges and Prospects. 009. International Labour Office. www. ilo. org/public/english/dialogue/sector/papers/te/tokyo. pdf Ford Honors Global Supplier for Strong Performance in 2010. 2011. Media Ford. Com. http://media. ford. com/article_display. cfm? article_id=34233 Fact Sheet: Ford’s Family of Strategic Suppliers. 2008. Media Ford. Com. http://media. ford. com/article_display. cfm? article_id=28880 Automotive Industry Analysis – GM, DaimlerChrysler, Toyota, Ford, Honda. 2011. Academic Mind. academicmind. com/unpublishedpapers/business/management/2004-11-000aaa-automotive-industry-analysis. html

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Integrated Marketing Communication Plan For Costa Coffee Marketing Essay

Integrated Marketing Communication Plan For Costa Coffee Marketing Essay The objective of this research is to provide an integrated marketing communications plan for Costa coffee. The strategic plan strives to boost the sales of the business and expand the market share of the business. The IMC plan for the products of Costa coffee target college students. The marketing objectives of the plan are to increase the purchases and uptake of Costa coffee products among college students. The strategy of providing discounts to college students ensures that these objectives are attainable. The business should also increase its market share and expand its business outlets by utilizing the marketing, advertising and promotions set out in this plan. Conversely, the structure of the communication objectives contained in this plan aims to reach the desired audience in an effective and cost effective manner. The access to information regarding the business should be made readily available to the target audience. The objectives of the plan, therefore, would be to provide as much information as required for customers in order to increase sales, build the business brand and increase its market share. Putting into consideration the fact that the target audiences are usually the hardest to reach, it is critical to align the strategies developed with realistic objectives in order to attain the desired goals. The objectives of the integrated marketing communications plan developed, therefore, connects both the desired objectives to the development strategies in order to arrive at the objectives set out. The achievement of the integrated marketing communications plan becomes attainable through the combination of various communication vehicles such as the internet, personal sales, advertisements and sales promotion. The selection of these vehicles is based on the target audiences and, therefore, identified as the most appropriate methods of communication to attain the planned objectives. It is noteworthy that the current approach adopted by the business in this respect does not comprehensively provide for the needs of the target population. The incentives adopted to achieve this approach work to enhance the current strategies in order to come up with strategies aimed at college students. It is, therefore, conclusive that the situations call for a strategic approach aimed at both marketing and communications. Bringing into the picture the fact that the target audiences are the most difficult to reach, the strategies adopted must be within the realm of the target audience. The communication strategies must also fall within the setup of this population in order to achieve effectiveness. Background Two brothers Sergio and Bruno Costa established costa coffee in 1971. The coffee was initially sold to the locals and subsequently they went ahead to open a coffee shop. Currently Costa coffee is among the fastest growing chain of coffee shops with numerous shops within the United Kingdom and a couple of other shops across the globe. The company went international in 1999 with an establishment in Dubai. In 1995, the business became a fully owned subsidiary after it was acquired by White bread and in 2009, the business acquired coffee heaven increasing its business operations by an additional 79 stores. Situational overview Marketing analysis Coffee is among the most preferred beverage among a large percentage of the inhabitants in the UK, and the preference extends globally. The rapid growth in the industry shows that the preference for coffee is ever growing and the market for the business increasing, as well. By the close of 2010, Costa coffee was the market leader in the business with the principal market share in the industry. Market environment Costa coffee will experience higher commodity prices in the future. Some factors affecting all the key market players include the prices of coffee and other commodities used by the businesses, technological advancement, and expansion and development techniques. The impact of these issues in the communications planning is eminent as it offers the Costa coffee customers products as well as valuable information regarding the products and promotional offers. Consumer analysis The primary consumers of the products of the business enterprise are coffee lovers of all ages. The products of Costa coffee have been developed to maintain the traditional taste to retain its current customers as well as attract more customers through the constant good quality coffee. The current market comprises of both local and international customers with a passion for the traditionally brewed coffee and exceptional services offered by Costa coffee. Competitor analysis Starbucks coffee is the strongest competitor to Costa coffee with a substantial share of the market. Even though, Costa coffee has a larger share of the market compared to Starbucks the difference in this market share is marginal and; therefore, the determination of the price of the products and consumer influence among the competitors is not set by any of the players but set by market forces. SWOT analysis Strengths The main strengths of the business include its brand and custom products. The business brand has a strong reputation for providing excellent products, and the brands association with the traditional coffee brewing methods by using good quality coffee contributes to the strength of the business. This gives the business an edge among its competitors. Weaknesses The most significant weaknesses of the business are the procedures required in opening a new outlet. Although these procedures act to maintain the brand quality, they hinder the rapid expansion of their business through the numerous procedural requirements. The complex procedures always deter the expansion process. Opportunities The business has operational opportunities in the international market, and this venture will see the business increase its revenue and market share. The presence of the business in the international arena is still lacking and, with investment in the international emerging markets through franchise, this becomes a viable option in ensuring global presence. Threats Potential threats to the business are the vulnerabilities to economics shifts such as the change in the price of coffee beans and legal issues. Target audience The target market for the integrated market and communications plan is the young population and more so the college student population. The populace makes up a considerable portion of the economy, and the disposable incomes of the target population fit the products offered by the business. Overview The brand building by the company has ensured that the business has stayed afloat and further facilitated the expansion of the business. The use of the business brand in marketing helps to attract customers into the business. The college students targeted by the plan will likely be attracted to Costa coffee by its brand and its products quality The adoption of a strategy to focus on the younger generation and especially the college students founded on the notion that since most of the stores are situated next to bookshops and colleges, the business is strategically positioned for the target audiences. The media vehicles used to reach this population, therefore, inclines towards the employment of technological approaches to communication and in this regard, the use of the internet preferred. The existing communications strategy used by the company involves the use of the internet, where the business has a website on its products but apart from that, the business does not have other marketing plans. The business website is not interactive and does not have a vibrant outlay, although the website provides links to the companies social networks the relationship between the social media and website are not well interlinked. Another development in the business is that, in 2006, the business sponsored the Costa book awards meant to celebrate storytelling and literary works, which further informs the modalities of choosing the target population and the strategies developed. Objectives The integrated marketing plan will achieve many marketing communications objectives that will act as a basis for the enhancement of the business activities of Costa coffee. The objectives of the plan are ascertainable and based on the SWOT analysis of the business. The general objective of the plan is to improve the brand name of Costa coffee. This becomes attainable through increasing the brand image, which will improve sales and increase the organizations market share. The objectives of the plan will vary in degree but in order to arrive at the primary objective of the plan, it is necessary to put into consideration objectives aimed at making fundamental and implementation decisions. The goals of the plan, therefore, include providing awareness to the target population through advertisement, facilitate the introduction, and build sales of new products such as the Costa gift card and the book awards, gain consumer trust and loyalty and offer excellent products to the customers. The objectives of the marketing communications would be to inform the customers by creating and stimulating interest and awareness. This will make the target customers know about the products offered and the availability of these products. In this regard and respect to the target population, therefore, the strategies employed must be trendy and appealing. Persuading the customers that the products of Costa coffee are the best value for them compared to the competitors also forms the objectives of marketing communications. Giving offers and providing a reward program for loyal customers should inform the strategy used in this achievement. Additionally reminding the existing customers of the products and the quality of the products of Costa coffee assists the business improve its sales, as the customers are informed of it presence. Messages PROBLEM HOW TO ADDRESS THE PROBLEM MESSAGE None of the Costa coffee products are meant for the college students Provide students a discount on the Costa products Costa coffee values all its customers, especially the young generation Costa coffee does not give back to the society Provide scholarships and events such as book awards Costa coffee supports education. Major message to the customers MESSAGE NAME AND CORE MESSAGE MESSAGE SUBSTANTIATION Costa coffee values the contribution of the students to its business Costa coffee will introduce discounts to its customers especially to the college students in order to appeal to the younger generation. Costa coffee values education Costa coffee will establish a scholarship program for college students and provide other educational support such as book awards to students. Communications strategy The communication strategy employed aims at the development and implementation of communication plans to enhance the visibility of Costa coffee. The strategy works to generate positive media coverage through the interaction through the social media. This will in turn generate support from customers on the improvements to tailor the Costa coffee to the needs of its customers. The communication strategy also facilitates the encouragement of the business customers to support Costa coffee. Branding Branding promotes the recognition of a product or service of a provider and where the provider provides quality services the brand is remembered and serves to provide repeat customers for the brand. The tendency of individuals to adhere to familiarity is a common factor in the consumption habits and, therefore, the use of a familiar brand translates top positive reception of services and products even where the products are new. When a customer recognizes a brand that they have used previously they tend to choose that product over the others. Marketing communications mix To position the products of Costa coffee strategically, the approach used focuses on the emphasis on the quality of its products instead of the prices. It is evident that the quality of the products of Costa coffee remains at a high standard throughout the market. The mix adopted in the attainment of this includes the use of advertisements, sales promotion, personal selling, and public relations. Advertisement involves the use of paid and non-personal form of media communication. The use of advertisement achieves many objectives in this endeavor such as building the brand image of the business, and passing the relevant information to the target audience. The downside of this form of communication is the expenses attached to an advertisement, which are usually high. Comparatively material is the use of personal selling which uses personal interactions with the aim of fostering a good relationship with the customers. This method makes a representation of the long-term commitment of the business to its customers and facilitates the use of feedback. However, this method is more expensive compared to the other methods. Paul et al. (1999) provides that sales promotion, on the other hand, use a variety of styles ranging from promotions coupons, discounts and contests. This method attracts customers as well as provides them with purchase-oriented incentives. The barrier to this metho d is that it does not aim at the long term objectives of marketing communications. Public relations support the credibility of the business as it is a more believable form of marketing communication and uses a variety of features in approach such as sponsorships, news stories and features as well as promotions. This approach is relatively inexpensive and achieves many desirable results. Creative strategies The creative strategy employed in the achievement of the objectives of the integrated marketing communications plan required for effective advertising. The creative strategies stem from the marketing strategy of Costa coffee, take into consideration the opinion of the customers, and integrate the component of honesty. The creative strategies should not promise what cannot be delivered and must be formulated on realistic expectations. The creative strategies aim at providing value to the customers and a solution to their problems. The focus of advertising is to show the customers that Costa coffee has a product that is of interest to them and that the product is of a good quality. The communication to the customer revolves around their tastes and preferences. Media strategy The target market segment of the plan will be individuals who are attending college and who have a regular access to the internet. In this regard, the preferred media for the attainment of the objectives of the plan will rely majorly on the internet. The same possess a structure aimed at attracting the initial consumption of Costa coffee and subsequently work to retain these customers while attracting more. Ajasafe et al. (2011) discusses that the availability of internet access to this fraction of the target population through their institutions further supports the preference for the internet. Measurement and brand equity concepts The success of the integrated marketing communications plan will be based on the improvement of sales by Costa coffee. The awareness of the target population shall also form a contributory factor in the assessment of the plans success. The return on marketing investment shall be based on these two factors as well as the attitude of the target audience to brand. The key objective of the plan being to improve on the sales, the change in the sale quantities of business shall be a direct indicator of the plans success. Putting into consideration the fact that the strategies adopted cannot yield immediate results a period of three months should be allowed in order to determine the efficiency of the plan (Malcolm and Wilson 2011). If, at the end of this period, the sales of the business do not increase then the plan should be reevaluated to ensure the set objectives are met. Brand awareness is also a crucial objective of the plan as a good brand wills attract customers to purchase a product. The ultimate goal, therefore, is to improve the brand awareness and ensure a positive attitude by the customers toward these products. Below the line communications This method of communication implies the use of channels that do not involve mass media. These methods focus on both brand building and sales promotions. It allows for engagement with the target audience in a more interactive and personal way. The communication needs are in turn tailored to fit the requirements and the expectations of the audience. Promotion Promotion plays the key role in the marketing plan with an estimate of half of the budget. Promotional activities and provision of discounts on the goods is a highly effective method of marketing as it is engaging to the intended target group. The concept will increase the brand awareness as well as boost sales with the use of practical marketing, which allows consumers to have an emotion; experience with the brand. The discount programs shall be applied to stores located around colleges and areas with a large population of the target group. Gifts and coupons The use of gifts and coupons for customers will improve the sales of the business as well as its brand name by giving the customers incentives to purchase from the store. These concepts give customers a reason to choose the brand over the rest because the customers are rewarded. Public relations This is also noteworthy as the target audiences are made aware of the presence of the brand and the foodstuff available for them. The concept also becomes practical where the audiences are reminded of the presence of the brand in the market. This concept fits the case of Costa coffee as the target audience can be reached both efficiently and effectively. This is true because of the huge concentration of the target audience in the selected areas. Direct and Digital Magazines By using magazines, especially those oriented towards the college students the target audience can be provided information as well as education on the products of Costa coffee. The essence of these advertisements is to drive the audience towards purchasing the advertised products. The target audiences in this case are more responsive to magazines that talk about contemporary issues and technology magazines, as well as educational magazines. This implies, therefore, that in order to reach the population it is imperative to advertise in these magazines. Internet The use of the internet is the most extensive form of communication aimed at achieving the objective of this plan. The reason the internet is the most efficient and practical vehicle for communication is that it has several modes of communication within it ranging from internet advertisements, social media, websites, and blogs. The internet is also comparatively cheaper than the other methods of communication such as promotions. The internet methods are also instant and the information is made available in a timely manner. It is also noteworthy that the target population is in constant touch with the internet world and as such a lo9t of emphasis should be placed on internet communication. The vast array of channels of internet communication also provides massive coverage of the target population. Integration The business brand will play a central role in the integration of various communication methods to be used in the plan. The brand will act as a signature for the business, and whichever method is applied in the communication strategy the contents of the communication must include the business brand of Costa coffee for identification of the business (Chris 2010). JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC PROMOTION GIFTS AND COUPONS PUBLIC RELATIONS MAGAZINES INTERNET Tactical calendar Budget The largest  portion  of the estimated budget is set for promotions  which results to 50% of the estimated budget. The decision to allocate this large percentage to promotion stems from the massive contributions of promotions towards the attainment of the planned objectives. The second budget estimate is set of advertisements and takes a percentage of 15% of the estimated budget (John 2007). The contribution of advertisements to the objective is also substantial, and the cost of putting up advertisements is higher than the other options, therefore, inflating the cost of advertisements. Other estimates in the budgeting process include public relations, which require 15% of the estimated budget. Public relations also provide a good platform in the marketing and communications strategy and, therefore, require a good budget portion. The emphasis on this vehicle culminates from the anticipated impact of this vehicle on the outcome of the integrated marketing communications plan. Gif t, coupons, and the use of the internet will both take an equal allocation of the remaining budget.