Marketing Plan for for Herborist Cosmetic Company, China

Contents i Executive summary3 ii List of Chart/ Figure4 1. 0 Situation analysis5 1. 1 Company and products background5 1. 1. 1 Company introduction5 1. 1. 2 Products introduction5 1. 2 Industry introduction6 1. 2. 1 Market size and share6 1. 2. 2 Developing trends7 1. 3 Macro-environmental analysis8 1. 3. 1 Political and legal environment8 1. 3. 2 Economic environment9 1. 3. 3 Sociocultural environment9 1. 3. 4 Technological environment10 1. 4 Competitive analysis10 1. 5 Customer analysis11 1. 6 Distribution channels analysis11 2. 0 SWOT analysis12 2. 1 Strengths12 2. 1. 1 Good organic cosmetics brand image12 2. 1. Clear marketing position13 2. 1. 3 Strong parent company13 2. 2 Weakness13 2. 2. 1 Capital not strong as many international cosmetic companies13 2. 2. 2 Lack of brand awareness14 2. 2. 3 Huge room of improvement in operations management14 2. 3 Opportunity14 2. 3. 1 Potential consumption capacity14 2. 3. 2 2008 Olympic Games attract western to traditional Chinese elements ( ‘Chinese wind’)15 2. 4 Threat15 2. 4. 1 Tough competition15 2. 4. 216 2. 4. 3 Investment risk (ROI and cash flow)16 2. 4. 4 Economic crisis17 3. 0 Objectives17 3. 1 Corporate objective17 3. 2 Marketing objectives17 4. 0 Marketing strategy18 4. 1 Target market18 4. Positioning strategy18 4. 3 Marketing mix19 4. 3. 1 Product strategy19 4. 3. 2 Pricing strategy21 4. 3. 3 Promotion strategy22 4. 3. 4 Place strategy24 5. 0 Budget for the next three years27 6. 0 Projected profit and loss statement28 7. 0 Action program29 8. 0 Control & feedback29 8. 1 Sales analysis29 8. 2 Market share analysis30 8. 3 Profitability by product30 8. 4 Efficiency on advertising, sales promotion analysis30 8. 5 Sales-force efficiency31 9. 0 Reference32 i Executive summary The marketing plan is aimed to outline a systematic marketing strategy for Herborist Cosmetic Company, which is specialized in herbal cosmetics.This marketing plan will firstly carry out a deliberate analysis on the market share , size, macro environment, distribution channel, competitor, customer and SWOT analysis for Herborist in Chinese cosmetic market. And then, based on the analysis, it will state the corporate and marketing objectives of Herborist and then give proper marketing strategy recommendations for Herborist. On one hand the recommendations will include the aspect of market segmentation combined with targeting consumer statement as well as positioning strategy.On the other hand, the recommendations will also include the suggestions on marketing mix such as the product strategies, pricing strategies, distribution strategies and promotion strategies. ii List of Chart/ Figure Figure 1 Market share and growth of different cosmetics sub-sectors, 2009†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Figure 2 Skin care brands: share of total sales, 2008-09†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Chart 1 Marketing budget chart for year 2011 to 2013†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦27 Chart 2 Projected profit and loss statement (2011 — 2013)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Chart 3 Implementation schedule†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦29 1. Situation analysis 1. 1 Company and products background 1. 1. 1 Company introduction Shanghai Herborist Co. , Ltd. launched in 1998, as a subsidiary of the leading cosmetic producer Shanghai Jahwa United Co. , Ltd, is independently operated (Herborist official website 2010). As its great focus on using indigenous Chinese herbs in its natural beauty-care products, it has won population to a certain extent in the domestic cosmetic market of skin care aspect and was awarded with the title of â€Å"Shanghai famous brand† in 2005(Herborist official website 2010).And till the year 2008, Herborist has launched in Europ ean market through cooperation with Sephora, which is a leading cosmetics retailers owned by Louis Vuitton Moet Hennessy Group (Sephora official website 2010). 1. 1. 2 Products introduction The personal care products of Herborist personal are born based on the concept of combination of both modern biotechnology and traditional herbal medicine.Under the emphasis of the balance between traditional Chinese medicine theory and the high-tech means of modern technology, these products in Herborist can effectively recuperate skin, body and spirit to achieve the original beauty and make the users' skin as newly born (Herborist official website 2010). Herborist's products focus on not only the care of face and body but also the internal part, which always insist the concept of integrating Traditional Chinese Medicine into the latest fruits of modern biotechnology.Take its star product ‘Tai Chi Mud’ for example, it shows the last-for-ever Chinese aesthetic of balance via the comp atibility of Yin and Yang. And at the same time, due to the opening of Herborist Spa since the year 2002, Herborist cooperate the oil from herbal essence and herbal water therapy to offer women with holistic care, which also shows its concepts of balance beauty and health on the basis of Chinese traditional herbal medicine (Herborist official website 2010). 1. 2 Industry introduction 1. 2. Market size and share According to the research from Li and Fung (2009), it shows that the cosmetics market of China has enjoyed a continuous growth over recent years and China has become the second largest cosmetics market in Asia nowadays. And meanwhile, Chinese consumers' increasing purchasing power and more and more Chinese women's participation in the workforce have strengthened growth in the cosmetics market. Li and Fung (2009) also showed the data that retail value of China’s cosmetics has grown by 26. % and even reached ? 48. 83 billion CNY in 2008 from the National Bureau of Statis tics (NBS). Meanwhile, from Figure 1(Li & Fung 2009), we can see the skin care products have taken up a big market share even to 26. 3% of Chinese cosmetic market. And meanwhile the major market share of skin care products still dominated by some famous foreign brands such as P&G, Shieido, L'Oreal and some local low-end price brands such as Dabao and Longliqi(Li & Fung 2009).As the up-rising star of the cosmetic brand, Herborist’s market share is about 0. 3% out of the total market share till the first quarter of the year 2010 (Herborist official website 2010). Figure 1 Market share and growth of different cosmetics sub-sectors, 2009 Source: Access Asia 1. 2. 2 Developing trends On the basis of the survey from AMA Communication Services (2010), there is a trend of growing health awareness among Chinese consumers due to the development of China's economy.That's why Chinese consumers prefer cosmetic products using natural ingredients than chemical products, especially the ones with strong attachment to Chinese Traditional Medicine (TCM), which is an essential part of Chinese culture. Due to this special preference of Chinese consumers, there is a trend that more and more players, not only domestic but also foreign ones, begin to position their cosmetic products with mild chemical formulae as well as herbal and natural ingredients (Li & Fung 2009).P, for instance, added herbal ingredients such as Shouwu and Ginseng to its nourishing shampoos series of Chinese market. Lux of Unilever also launched its shampoos series with the addition of Chinese herbal ingredients including Danggui, Gingko and Bai Hao Yinzhen in Chinese market. Under this trend, Herborist Co. , Ltd has launched series of natural beauty care products with the ingredients of herbs since the year of 1998, and now enjoys a good popularity of nature beauty care brand (Herborist official website 2010). . 3 Macro-environmental analysis Macro-environment is the outside factors including political, economic, sociocultural, technological and legal forces, which influence the survival of the organization (Elliott, Rundle-Thiele & Waller 2010). 1. 3. 1 Political and legal environment In China, central government still encourages the domestic product's growth, which is some kind of guarantee for the development of domestic cosmetic companies, such as Herborist Co. Ltd (Ting 2009). While, at the same time, with the implementation of some tight regulations on cosmetic products such as the Hygiene Standard for Cosmetics (2007 Edition) and the Hygiene Standard for Cosmetics Manufacturers (2007 edition), Chinese government and consumers pay more and more attention to the safety of cosmetic products, especially after the Japan-based SK-II was tested and found to contain some unapproved substances in Chinese counter (Li & Fung 2009).For instance the total number of prohibited and restricted substances used in cosmetics is higher at 1,286, and there is also strict limitation on the use of certain ingredients contained in preservatives, sunscreen agent, coloring agent and hair dye agent. This also puts Herborist on alert to focus on their products safety. 1. 3. 2 Economic environment The economic conditions in China offer Herborist Co. , Ltd not only opportunities but also risks. China is the second large cosmetic market in Asia and the total retail sales of cosmetics in China is about ? 48. 3 billion CNY in 2008, which shows the great potential consumption power for cosmetic players both global and local, including Herborist(Li & Fung 2009). While the tax rate for the skin care products in China is about 8% to 30% or so on and to comply with the World Trade Organization agreements, the import tariffs of cosmetic products has been gradually reduced over the past few years, which bring great pressure for Herborist to face not only the expensive product tax but also the hyper competition from products of foreign players due to the relatively cheaper price compared to t he previous after the reduction of import tariffs. . 3. 3 Sociocultural environment There is a special preference on natural ingredients specially the addition of herbal material in skin care products, due to the Chinese Traditional Medicine therapy is the essence of Chinese culture (AMA Communication Services 2010). As for Herborist, this preference on natural ingredients skin care products of Chinese consumers is a great advantage. 1. 3. 4 Technological environment The increased usage of the internet in China is the result from the development of technology, which results in the popularity of expansion the online platform for product sale for most cosmetic companies.Under this situation, Herborist has also set up online platforms to show its products in order to reach more young customers (Herborist official website 2010). 1. 4 Competitive analysis As shown in figure 2 (Li & Fung 2009), the top 10 skin care brands accounted for nearly 80% sales in 2009 of Chinese market, in which the foreign players take up a large share in the mid-high and high-end segments such as P&G, L’Oreal and Shiseido. For Herborist these foreign brands including Olay, L’Oreal, Aupres, Yue-Sai, Avon, Shiseido and so on which also have the orientation on mid and mid-high segments are the powerful opponents.Figure 2 Skin care brands: share of total sales, 2008-09 2009 2008 BrandCompany nameShare of total sales (%) OlayProcter & Gamble (Guangzhou) Ltd 29. 71 AupresShiseido Liyuan Cosmetics Co Ltd 18. 94 L’OrealL’Oreal China11. 83 LancomeL’Oreal China7. 60 ShiseidoShiseido Liyuan Cosmetics Co Ltd 3. 47 Yue-SaiL’Oreal China2. 52 DeBonLG Household & Health Care Ltd 1. 32 TJOYNanjing Jianong Chemical Co. Ltd1. 11 DabaoBeijing San Lu Factory0. 61 Pond’sUnilever China Ltd 0. 61 Others22. 29 BrandCompany nameShare of total sales (%) OlayProcter & Gamble (Guangzhou) Ltd 34. 0 AupresShiseido Liyuan Cosmetics Co Ltd 13. 91 L’OrealL’Ore al China8. 36 DabaoBeijing San Lu Factory 5. 74 LongliqiJiangsu Longliqi Group Co Ltd 3. 61 TJOYNanjing Jianong Chemical Co. Ltd 2. 58 Yue-SaiL’Oreal China2. 33 AvonAvon (China) Co Ltd 1. 36 MininurseL’Oreal China1. 08 Pond’sUnilever China Ltd 1. 01 Others25. 82 1. 5 Customer analysis According to the research carried out by AMA Communication Services (2010), the average monthly expenditure on beauty and skin care products of female white collar consumers in Shanghai, Beijing reached 1,000 RMB (about 150 USD).And in other secondary cities of China, there is also large consumption capacity on skin care products. According to the data from Herborist official website (2010), there are at least 270,000 consumers as its members and near 90,000 core member, who contributes nearly 45% consumption of Herborist’s products. Moreover, most of the core members of Herborist are the ones who switch from using international high-end skin care products to Herboristâ€⠄¢s products and they have great brand loyalty to Herborist.Meanwhile these core members are also have great influence on motivating other consumers choosing Herborist’s products. 1. 6 Distribution channels analysis There are diverse distribution channels for Herborist to deliver its products to domestic consumers such as opening counters in China’s major department stores and professional stores and setting up specialty stores to sell its products (Herborist official website 2010). For instance, Herborist has already opened nearly 450 specialty stores until 2008, 70% of them are franchises. 2. SWOT analysis For Herborist, to have a better business performance, it is crucial to be able to understand the current opportunities in the market place, the major threat it may faced at the present as well as in the future, the strengths that Herborist owns compared with other competitors and the weakness which may affect its performance and future development (Elliott, Rundle- Thiele & Waller 2010). The SWOT analysis for Herborist will be implemented in the following, which will indentify the internal strengths, weakness, the external opportunities and threats related to Herborist. . 1 Strengths 2. 1. 1 Good organic cosmetics brand image Since the year of 1998, Herborist has begun to distinguish itself via intergrating Traditional Chinese Medicine into the latest fruits of modern biotechnology. And till now, it has already built a good image of organic cosmetics. The philosophy via Yin-Yang balance to enable skin, body and spirit to reach idea harmony and radiate natural, individualized and healthy beauty, has welcomed by a great many Chinese consumers(Herborist official website 2010). . 1. 2 Clear marketing position Herborist has posited itself as organic skin care brand and oriented itself targeted at middle and high income female white collar consumers, which attracts more than 270,000 consumers as its members and near 90,000 core members (Herborist of ficial website 2010). 2. 1. 3 Strong parent company The parent company of Herborist is Shanghai Jahwa United Co. , Ltd, a leading Chinese domestic cosmetics producer, which is good at integrating R&D, production, distribution and service.And meanwhile, Shanghai Jahwa has planed to invest ? 170 million to enhance the market share of Herborist, which can facilitate the development and maturity of Herborist(Herborist official website 2010). 2. 2 Weakness 2. 2. 1 Capital not strong as many international cosmetic companies Although Herborist has the support from Shanghai Jahwa, the capital of it is still not strong as some international cosmetic companies, which limits its spending on research and development (Whiteman & Krug 2008). . 2. 2 Lack of brand awareness Although Herborist has gain a reputation of healthy and organic skin care brand, it still lack brand awareness among several Chinese consumers, due to the limited investment in advertising. For instance, Herborist only promotes its products in print advertisement while ignoring other channels such TV ads, radio ads and so on (Chinairn 2009). 2. 2. 3 Huge room of improvement in operations management Operations management is another weak part for Herborist.It is reported that poor logistics management has led to long lead-time, high inventory as well as capital tie-up which place heavy burden on the future development of Herborist (Chinairn 2009). 2. 3 Opportunity 2. 3. 1 Potential consumption capacity In September 2006, the products of SK-II was tested and found to contain some unapproved substances in Chinese counter, followed by other world famous cosmetic brand including Clinique, Lancome, Dior and Estee Lauder whose cosmetic products were said to have prohibited substances (Ting, C. 2009).Due to these incidents, more and more Chinese consumers began to choose some organic and herbal skin care products, which is a great opportunity for Herborist to meet. According to the National Bureau of Statistics (NB S), the consumption power on cosmetic products will reach at ? 60 billion CNY in 2010, in which skin care products will take up nearly 30% of the total number, which for Herborist is really good new chance (Li & Fung 2009). 2. 3. 2 2008 Olympic Games attract western to traditional Chinese elements (‘Chinese wind’) Because of the 2008 Olympic Games, all the attention was focused on China which brought a Chinese wind.In skin care aspect, not only the Chinese consumers began to switch to choose herbal and organic products but also the foreign consumers show great interest in the skin care products with traditional Chinese medicine inside (AMA Communication Services 2010). As organic cosmetic brand specialized in herbal cosmetics, Herborist has developed under the concept of intergrating Traditional Chinese Medicine into the latest fruits of modern biotechnology, which made Herborist become one of the most popular domestic organic cosmetic brands in Chinese market under the ‘Chinese wind’(Simon 2009). 2. 4 Threat 2. . 1 Tough competition For Herborist, the biggest threat is the tough competition mostly from international players. Chinese skin care market is almost occupied by international cosmetics giants including L’Oreal, P&G, Estee Lauder Shiseido and so on (Li & Fung 2009). And because of the excellent brand building and management capability, massive advertising efforts as well as leading research and development capability, the products from multinational cosmetics corporations stand for quality, reliability and reputation in hearts of Chinese consumers compared with the local brands (Li & Fung 2009).For Herborist, to beat these international cosmetics giants and win more customers from them are really a big challenge. 2. 4. 2 Image of ‘made in China’ The tag of ‘made in china’ often stands for cheap price while poor quality, which also exits in skin care products (Wharton n. d). Just like the forei gn brands stands for quality, reliability and reputation, the Chinese made skin care products for foreign customers means poor in quality and even the same for some Chinese consumers.For Herborist, this kind of phenomenon is a great threat to both expand the domestic market share and especially position itself for the international markets. 2. 4. 3 Investment risk (ROI and cash flow) From the official website of Herborist (2010), the company has planed to invest ? 170 million to enhance the market share. Although it is good news for Herborist’s future development, it has to consider the issue on the period of return on investment (ROI).Herborist has the experience of too long time ROI, for instance, Herborist began to make profit after it came into the domestic cosmetic market seven years (Herborist official website 2010). If the return on this time’s ? 170 million investment still last too long, Herborist has to face the risk of cash flow problem, which may result in big financial dilemma for Herborist. 2. 4. 4 Economic crisis Due to the economic crisis in the recent year, the purchasing power is reduced and preference is inclined to relatively cheap products which for Herborist oriented on middle to high cosmetic products is a kind of pressure (Li & Fung 2009). . 0 Objectives 3. 1 Corporate objective Corporate objective for Herborist is to become a world class enterprise with the capability of innovation and creativity to not only continuously introduce high quality new products to meet the needs of the consumers but also maintain good quality products under the concept of integrating Traditional Chinese Medicine into the latest fruits of modern biotechnology (Herborist official website 2010). 3. 2 Marketing objectives The marketing objectives for Herborist include two parts.On the one hand, Herborist plans to expand its cover of domestic distribution channels to 170 main cities and enlarge the retail terminals from 700 to 1,200. On the other h and, Herborist plans to expand its market outside the China mainland market via the cooperation with Sephora (Herborist official website 2010). Herborist aims to achieve ? 1. 35 billion of sales revenue in the end of 2014 and increase the revenue as well as Compound Average Growth Rate (CAGR) to 21. 98% within the next five years (Herborist official website 2010). . 0 Marketing strategy The following is the market strategy for Herborist including the targeted market, position as well as marketing mix strategies, which is based on the above analysis. 4. 1 Target market As the organic cosmetic company, Herborist is specialized in herbal cosmetics. In the full of furious competition cosmetic market of China, the primary consumer target for Herborist is middle to upper income white collar females who prefer natural, mild but effective skin care products.The secondary consumer target is college female students, who look for mild products to maintain their young and fresh skins. This segm ent is focused on these female college students who prefer buying international cosmetic brand while have pressures on the pricing part. According to the survey that there is an increasing rate on the purchasing capability of female college or university students towards middle to high end cosmetic products, which is an important segment for Herborist to focus(AMA Communication Services). . 2 Positioning strategy Herborist will position itself as the middle to high end cosmetic products which focuses on the balance between traditional Chinese medicine theories adherence to Chinese elements of Tai chi, lotus, green and the high-tech means of modern technology to continuously introduce high quality new products to meet the needs of the consumers on their skin care. 4. Marketing mix Marketing mix describes these different elements such as price, product, promotion, place, people, and process and so on that marketers need to consider (Elliott, Rundle-Thiele, & Waller 2010), which is ess ential for Herborist to consider in its marketing process to achieve better performance. The following will analyze four areas of marketing mix including the aspects of price, product, promotion, and place for Herborist’s marketing process. 4. 3. Product strategy Product is defined as a good, service or idea offered to the market for exchange, which plays a vital role in the marketing process, which is the means for companies to satisfy the functional, social and psychological needs, wants and demands of customers (Elliott, Rundle-Thiele, & Waller 2010). For Herborist, it is important to emphasize the importance of the product strategy. 4. 3. 1. 1 Product diversification strategy Palmer (2009) advocated the importance of product diversification strategy, which is also proper for Herborist.Products all have their lifecycles and especially the skin care products have the relatively short lifecycle (Kotler& Armstrong 2008), so it is important for Herborist to focus on the produc t innovation and providing a wider product portfolio to meet the market requirements under deliberate market analysis. Moreover, besides the innovation on skin care products, Herborist is recommended to enhance its R&D capacity on color cosmetics, hair care, and men’s cosmetics to perfect it products range of cosmetic products.Only under these activities can Herborist meet Chinese customers’ consumption concept of pursuit for practical, fresh, beautiful as well as top quality. 4. 3. 1. 2 Establishing strong brand loyalty Kotler and Armstrong (2008) believe the importance of establishment of brand loyalty. For Herborist, besides the already built membership system, it is also recommended to apply for the ISO9001 quality system certification, which can enhance the customers’ confidence of Herborist to improve customers’ favorable attitude and purchasing behavior towards Herborist’s products. 4. 3. 1. Maintenance its orientation As the organic cosmeti c brand, it’s important for Herborist to maintain its advantage on herbal cosmetics. To search the future development, it’s so essential for Herborist to maintain its image of Chinese characteristics. Only depending on this distinctiveness, can Herborist have more chances to become world famous cosmetic brand just like the road of the body shop and Shiseido does. 4. 3. 1. 4 Developing the packing and design of products One of the important means for gaining more market share is to have a distinct product design and packing (Elliot, Rundle-Thiele & Waller 2010).For Herborist, it is essential to focus more on packaging design to attract more consumers with high quality packaging materials for different products series and give people impression of domestic goods while foreign quality. For instance, the introduction of Chinese elements can be adopted in the product designing and packing such as Chinese painting, lotus and so on are all very Chinese style and give people a n impression of elegance and fresh, which is fit for Herborist’s image of herbal cosmetics. 4. 3. 2 Pricing strategy The price of products setting has great influence on companies’ rofit and marketing process, as the competitive environment changes, companies are recommended to consider when to initiate prices change and when to respond to them (Kotler &Armstrong 2008). For Herborist, it is important to consider proper pricing strategy to respond to the fluctuant marketing environment. 4. 3. 2. 1 Prestige pricing strategy To maintain the image of middle to high end cosmetic brand and accelerate the pace of advance to the high-end market, Herborist is recommended to adopt prestige pricing strategy (Kotler & Armstrong 2008), which requires Herborist to introduce its new products as a relatively middle to high price.For instance, with the gift box priced at ? 500 CNY, New Tai Chi Mud Mask ? 380 CNY and so on, Herborist has set a relatively good image of middle to high end cosmetic brand which shows the image of prestige, quality and exclusively to Chinese consumers who often hold the opinion that high price means high quality(Whiteman & Krug 2008). 4. 3. 2. 2 Product bundle pricing The price of Herborist’s products is almost at the same level with the international middle to high end cosmetic products especially the Shiseido.To strengthen its position of middle to high end cosmetic brand, it isn’t recommended for Herborist to discount its products too much and too often, because there is a deep rooted concept among Chinese consumers that cheap means low quality. While to attract consumers, it is necessary to offer discount. So it is recommended for Herborist to adopt product bundle pricing, which means combining several products together and offering the bundle at a reduced price (Kotler & Armstrong 2008), which can help Herborist improve profit via motivating more buying power. . 3. 3 Promotion strategy Promotion is the creation and m aintenance of communication with target markets, which makes potential consumers, partners and society aware of. Deliberate designed promotion strategy can help Herborist make consumers aware of and interested in its products and effectively and efficiently communicate its message about the products to the market place (Elliott, Rundle-Thiele& Waller2010,). The promotion strategy for Herborist is as below. 4. 3. 3. Outstanding special features Because China's consumers are almost pragmatists, if we only use some abstract and vague slogan and general propaganda tactics, it is difficult to persuade consumers to buy the products. The professional TCM report plus practical description in advertisement is recommended to highlight the effect of Herborist’s products to strengthen the confidence of consumers’ brand loyalty. And meanwhile, it is also recommended for Herborist to offer some free trial to consumers to get more feedback after they used, which can also help Herbori st promote its products. . 3. 3. 2 Advertising and brand ambassador Based on the survey from Solomon (2009), celebrities and beauty experts have huge influences on cosmetic purchases in Chinese market, which results in consumers relying on trial and error from celebrities and beauty experts rather than spending too much money on their own cosmetic trials. Due to this special scenario, finding a proper brand ambassador is recommended for Herborist to attract more customers via the convincing power from celebrities.The proper brand ambassador can help Herborist reach the needs of more consumers and strengthen its healthy and fresh image as herbal cosmetics and enhance its brand cognition. At the same time, it is also wise for Herborist to strengthen its propaganda coverage via ads on the newspapers, magazine as well as in public places such posting large poster in bus station, MTR station and other public places to attract more attention, which can largely incent consumers’ des ire to purchase Herborist’s products.Furthermore, sponsoring TV and radio programs on healthy life and beauty can also help Herborist to portray the image of advocating healthy, natural brand. 4. 3. 3. 3 Perfect customer relation management (CRM) Palmer (2009) claimed that it is so crucial for companies to develop good customer relationships because good quality alone may be insufficient for a company to gain competitive advantages in increasingly competitive markets, while good customer relation management can supplement a firm’s competitive advantage.For Herborist, it is necessary to improve the pre sales and after sales service. For instance, before purchasing products from Herborist, it is necessary to give proper and professional suggestions and guidance, which is an important part of brand building. Furthermore, providing professional beauty care lectures for consumers, free skin analysis under the help of professional skin analytical instrument as well as provid ing customers with improved return protection to enhance the reputation and the customers’ sense of belonging are all good approaches. 4. 3. Place strategy Herborist has already built a diverse distribution channels to deliver its cosmetic products to consumers, such as opening counters in China’s major department stores, professional stores and setting up specialty stores to sell its products (Herborist official website 2010). To become a world class Chinese cosmetic enterprise, Herborist is recommended to expand and strengthen its distribution channel. 4. 3. 4. 1 Open counter in big chain supermarkets Big chain supermarkets in China are important sales channels for lower-priced cosmetics products in a long history.While due to the launching of middle–range brands of broadening products such as Mininurse, Garnier and Maybelline in these retail chains by L’Oreal, P and other cosmetic giants, big chain Supermarkets in China have become new channels for mid dle price cosmetic brand to reach a wider audience (Li & Fung 2009). These foreign-owned hypermarkets and supermarkets such as Carrefour and Wal-mart as well as locals such as Lianhua , Hualian as well as Trust mart are often the initial choices.For Herborist, it is also recommended to open counters to launch its middle price range products in these hypermarkets and supermarkets just like L’Oreal, P and other leading cosmetic companies do, which can help Herborist to reach its secondary consumer target of college female students and other consumers who are searching for middle price cosmetic products in supermarkets and hypermarkets. 4. 3. 4. 2 Online sales Online sales may just represent a small share in overall cosmetics sales, but we can’t ignore its potential.And on the basis of the data got from the China Internet Network Information Centre, in the first half of 2007 there are more than 70% of the 162 million Internet population aged under 30 (Li & Fung 2009), for Herborist it is a powerful channel to reach parts of its primary and secondary consumers such as the young female white collar and college students. Although Herborist has set up online platforms to show its products, it hasn’t begun its online sales.To capture the huge potential, Herborist is recommended to launch online sales on its online platform, just like other successful cosmetics players have done, including DHC from Japan, SaSa and Sephora (Li & Fung 2009). For launching online sales, it can help Herborist to save more cost in hiring stores. For instance, some professional software for online sales such as Integrated Distribution System adopted by P have the distinctiveness of quick, effective, low cost, low risk, which is recommended for Herborist to adopt (AMA Communication Services 2010). . 3. 4. 3 Choosing proper agent The failure of Herborist in Hong Kong market is as below (Herborist official website 2010). At first, Herborist directly copied the sales model o f the mainland market, which can’t localize itself it the Hong Kong market. Secondly, Herborist invest too much to build its sales channel, which largely increased its sales cost. Thirdly, the strong resistance to the new brand such as Herborist in the Hong Kong market, which cost Herborist too much to enhance its brand cognitive.For Herborist, it is more suitable to find proper local agent to facilitate it expand in the market outside mainland China. For instance, it is recommended for Herborist to relaunch its products in Hong Kong market via the cooperation with SaSa. As a Hong Kong-based cosmetics retailing and beauty services provider, SaSa has already built well sales network and is experienced in solving the problems on new brand cognitive as well as has a good image of cosmetics retailing and beauty services provider (Li & Fung 2009), which can facilitate Herborist successfully come into the Hong Kong market. . 3. 4. 4 Pharmacies As a organic cosmetic brand and specia lized in herbal cosmetics, Herborist is recommended to launched its products in pharmacies just as these successful cosmeceutical brands do, including French Eau Thermale Avene, Vichy and La Roche-Posay, Japan’s Kanebo, Freeplus and Shiseido Ferzea and so on.As the research from AMA Communication Services (2010) showing, the skin care products in pharmacies to Chinese consumers means mild, soft, effective and professional, that’s why most of the Chinese cosmetic consumers have begun to switch their choices to cosmetic products in pharmacies, especially after the Japan-based SK-II was tested and found to contain some unapproved substances in Chinese counter. For Herborist, pharmacies are recommended distribution channels to gain more potential consumers. 5. Budget for the next three years The Chart below outlines the following three years budgets of Herborist on sales, promotions, distribution, and other related areas from 2011 to 2013. Chart 1 Marketing budget chart fo r year 2011 to 2013 Items Budget for 2011Budget for 2012Budget for 2013 Advertisement ? 30,000? 40,000? 50,000 Sale force training and stimulation? 5,000? 5,000? 5,000 Distribution channel expansion? 3,000? 4,000? 5,000 Distribution channel maintenance? 2,000? 2,500? 3,000 Website maintenance? 2,000? 2,000? 2,000 Website improvement ? 0,000? 8,000? 8,000 Public relations? 4,000? 4,000? 3,000 R? 20,000? 22,000? 25,000 Total? 76,000? 87,500? 101,000 In thousands (CNY) 6. 0 Projected profit and loss statement The chart below is the d profit and loss statement forecast of Herborist for year 2011 to 2013 Chart 2 Projected profit and loss statement (2011 — 2013) Subjects Time ? Thousands (CNY)Total ? Thousands (CNY) 201120122013201120122013 Total sales revenue ? 1,200,624 ? 107,052 ? 1,093,572? 1,253,049 ? 120,493 ? 1,132,556? 1,367,446 ? 35,240 ? 1,232,206 Advertisement &Promotion? 30,000? 40,000? 50,000 Sale force training and stimulation? 5,000? 5,000? 5,000 Distribution channel expansion? 3,000? 4,000? 5,000 Distribution channel maintenance? 2,000? 2,500? 3,000 Website maintenance? 2,000? 2,000? 2,000 Website improvement? 10,000? 8,000? 8,000 Public relations? 4,000? 4,000? 3,000 R&D? 20,000? 22,000? 25,000 Tax ? 21,052? 21,961? 23,997 Other expenses? 10,000? 11,032? 10,243 Total expenses Profit In thousands (CNY) 7. Action program Herborist will implement series of activities to facilitate itself achieve its business objectives in from the year 2011. Chart 3 Implementation schedule Subject123456789101112Total ? (CNY) 76,000,000 Sale force training and stimulation 5,000,000 Modification and improvement on website. 12,000,000 Integrated propagandas campaign on targeting consumers via on print, radio, TV, internet means 4,000,000 sales promotion with the continuing of the multimedia advertising campaign. 30,000,000 Research and development on products 0,000,000 Deliberate research to expand its distribution channels and maintenance 2,000,000 Expansion of its business to more locations. 3,000,000 8. 0 Control & feedback 8. 1 Sales analysis Herborist is planning to strengthen the systems for sale analysis, due to the timely data on sales is curial for the whole marketing plan. Furthermore, the sales analysis is recommended to be implemented monthly, which can facilitate Herborist to develop contingency plans to address the fast moving environmental changes, especially the customers’ needs (Kotler & Armstrong 2008). . 2 Market share analysis Under the stage of expansion, the market share analysis is necessary for Herborist to conduct which is recommended to be done quarterly in order to watch the market closely. 8. 3 Profitability by product To facilitate R&D programs of Herborist, the profitability by products analysis can be done yearly and used as reference to help Herborist decide its future investment on products’ modification and innovation which can bring better profit for the company. . 4 Efficiency on advert ising, sales promotion analysis To analyze the efficiency of advisements and sales promotion quarterly for Herborist quarterly is essential, which can make Herborist have a clearly picture of the effectiveness its promotion strategy and facilitate the modification and better orientation of the advertising and sales promotion campaign more effectively in the following quarter. 8. Sales-force efficiency The sales force efficiency should be measured both on the bases of the sale volume that they have brought to the company, and the potential capability of staffs in the sale force, which help Herborist best position its sale forces to win more income. 9. 0 Reference AMA Communication Services 2010, High-end cosmetics trends in China, greenbook. org, viewed 11 July 2010, Chinairn 2009, (Successful case study on domestic cosmetic industry), chinairn. om, viewed 12 July 2010, Elliott, G. , Rundle-Thiele, S & Waller, D. 2010, Marketing, John Wiley & Sons Australia, Ltd, Australia, Herboris t official website 2010, Company profile, herborist. com. cn, viewed 11 July 2010, Kotler, P. & Armstrong, G. 2008, Principles of marketing, 12th edn, Pearson Education International, New Jersey, Li & Fung 2009, Latest developments of China’s cosmetics market, Li & Fung Research Centre, viewed 11 July 2010, Palmer, A. 009, Introduction to marketing theory and practice, 2nd edn, Oxford University Press, New York, Sephora official website 2010, Sephora stories, sephora. com, viewed 11 July 2010, Simon 2009, Herborist: A successful Chinese cosmetics brand, enovate 2010, viewed 13 July 2010, Solomon, J. 2009, Skincare companies dominating the cosmetic market in China, seekingalpha. com, viewed 14 July 2010, Ting, C. 2009, China’s homegrown makeup gains popularity, Beijing kswchina. om inc. , viewed 12 July 2010, Wharton n. d. , Special report: New challenge for made in China, electronic version, Boston Consulting Group, Whiteman, G. & Krug, B. 2008, Beauty and the beast: C onsumer stakeholders demand action in China, vol. 1, Journal of International Business Ethics, Xia XH. 2010, (Suggestions on strategic branding for Herborist), China's science and technology research center of citation index evaluation, viewed 14 July 2010,

Baccalaureate Nurses vs. Associate Nurses Essay

Is having a Baccalaureate Degree in Nursing (BSN) better than an Associate Degree in Nursing (ADN)? Why should nurses get a BSN? Many nurses ask themselves these questions. Hospitals are pushing for nurses to advance their education. If there is an ADN nurse and BSN nurse applying for the same position most likely the BSN nurse will receive the job before the ADN nurse because â€Å" the additional course work enhances the student’s professional development, prepares the new nurse for a broader scope of practice, and provides the nurse with a better understanding of the cultural, political, economic, and social issues that affect patients and influence health care delivery† (â€Å"American Association of Colleges of Nursing,† p.1). Different Education Routes for Nurses Diploma graduates, Associate graduates, and Baccalaureate graduates are the three education routes for licensures of Nurses. Even though all three programs sit for the same National Council Licensure Examination for Registered Nurses (NCLEX-RN), this exam verifies only â€Å"minimal competency to provide safe, basic care† (Haverkamp & Ball, 2013, p. 144). ADN vs. BSN Competencies Many say that Associate nurses are trained strictly on clinical skills, whereas Baccalaureate programs â€Å"emphasize evidence-based clinical practice and leadership through course work that includes research, statistics, population-based care, nursing management, and the humanities† (Haverkamp & Ball, 2013, p. 144). This meaning that, Baccalaureate nurses receive training that allows them to look at the whole picture, like why and how things happen and what they can do to prevent them. Associate nurses as a Member of the Health Care Team, â€Å"refer patients and their families to resources that facilitate continuity of care; health promotion, maintenance,  and restoration; and ensure confidentiality† (Texas Board of Nursing). Whereas a Baccalaureate nurse as a Member of Health Care Team, â€Å"use multiple referral resources for patients, families, populations, and communities, considering cost; confidentiality; effectiveness and efficiency of care; continuity and continuum of care; and health promotion, maintenance, and restoration† (Texas Board of Nursing). Patient Care Situation An example in the difference of education between Baccalaureate nurses and Associate nurses is shown here. The patient was admitted for Diabetic Ketoacidosis, not taking home medication because he was homeless and lacked health insurance. Nurse A, admitted this patient and cared for the patient for three days. On the third day the patient was to be discharged, keep in mind this patient came to the hospital because he is a Type 1 diabetic and was admitted for Diabetic Ketoacidosis and was not taking any of his insulin because he could not afford them. Upon Nurse A telling the patient he was going to be discharge the patient became irritated and started to become angry and stated â€Å"I am homeless, how am I suppose to pay for my medications that I need, and I will just come right back to the hospital because I won’t be able to take any of my medications.† Nurse A, being an Associate nurse thought to herself what am I suppose to do? Nurse A then stated to the patient â€Å"The doctor has discharged you so you are medically stable to leave.† Nurse A explained to the patient that the doctor wrote prescriptions for him to take and fill so that way the patient would have his medication. Again the patient stated â€Å"How am I suppose to pay for my medication if I am homeless and have no money.† Nurse A was stuck in what she needed to do. So during morning rounds with Case Management Nurses which carry a BSN, Nurse A expressed the patients concerns and their response was well let us take a look at every resource that we have and maybe we can voucher his medication for one month and possible sign him up for some type of health care that will help him with his insulin and other medications that he needed. The next thing the Baccalaureate nurse did was go into the patient’s room asked a variety of questions and came back out of the room and told Nurse A, that the patient qualifies for state health insurance and that she will work on the vouchers for his medication for a month. The Baccalaureate nurse explained to the Associate nurse that she would have to  go further up in the chain of command to get the medications vouchered. The Baccalaureate nurse also gave the patient resources that would help him with his troubles in life, examples were housing for the homeless, churches that donate clothes and food to the homeless. What if the Nurse had a BSN? If the nurse taking care of this patient had a BSN they would have started to collaborate with the Case Manager about vouchering his medications and helping him find health insurance upon admission. Examples of what the Baccalaureate nurse would do are: find resources for the patient for food, shelter and health insurance on the day the patient was admitted, or have made a case management referral. Whereas the Associate nurse was focused on treating the patients and the illness and verifying and following the doctors orders. This is an example of how a Baccalaureate nurse was able to apply leadership and critical thinking skills while the Associate nurse was unable to. The Associate nurse struggled with the situation that arisen on the day of discharge. For the three days the Associate nurse had the knowledge base to treat the patient illness; taking blood sugars, administering insulin and bringing the patient back to holistic level of wellness. Conclusion In conclusion, it is important for all nurses to further their education. Baccalaureate nurses can provide better care for their patients and educate their patients about their disease process in depth and use the resources available to all nurses. They are also able to provide better patient outcomes through their advanced knowledge. Baccalaureate nurses also have opportunities for career advancement in all sorts of different positions whereas the Associate nurses are most likely staying in patient care areas. Baccalaureate nurses can move up and work as Nurse Managers, Case Managers, Quality Management and Infection Control. The encouragement for all nurses to advance their education is a quality step in the right direction for delivering excellent and safe patient care. References American Association of Colleges of Nursing. The Impact of Education on Nursing Practice. (n.d). Retrieved from http://www.aacn.nche.edu/media-relations/fact-sheets/impact-of-education Haverkamp, J. J., & Ball, K. (2013, August). BSN 10: What is Your Opinion? AORN Journal, 98(2), 144-152. http://dx.doi.org/10.1016/j.aorn.2013.06.006 Texas Board of Nursing. (December 2011). Differentiated Essential Competencies of Graduates of Texas Nursing Programs. Retrieved from http://www.bon.texas.gov/about/pdfs/delc-2010.pdf

Rosenfeld and the Chocolate factory Essay Example | Topics and Well Written Essays - 1250 words

Rosenfeld and the Chocolate factory - Essay Example Rosenfeld and the Chocolate factory During the period 1969 to 2008, the company Cadbury was formally known as Cadbury Schweppes plc. This company was one of the finest confectioneries of UK and other countries. The company’s approach in managing the human resources and business strategy was very systematic and unique. The company followed the traditional human resource management principles and approaches. Most of the traditional human resource approaches use the external factors to determine the Human Resource (HR) policy of the company and resource utilization factors. Cadbury had always maintained a congenial and pleasant working atmosphere. Most of the industries during the period 1879 to 1899 in UK lacked trade unions. Cadbury was incurring meagre amount of losses during this period but still the management gave incentives to the workers. The company had become popular because of its employee friendly nature and the workforce increased from 230 to 2685 during the period 1879 to 1899. Traditionally it was be lieved that labour was a cheap source of capital but Cadbury believed that economizing on labour was unethical and the workers should be regarded as invaluable asset of the company (Price, 2007). Till now Cadbury has taken certain human resource initiatives like sharpening of employee learning skills by imparting extensive training program and conducting managing by value programs (Kozami, 2002). The program focused on interacting and understanding the values of the employees. The company was a member of organizations like Business in the Community and Institute of Business Ethics. (Simms, 2005). Cadbury Schweppes believed that for a successful company a set of business ethics is very important because it improves the productivity of the workers and employees. Cadbury Schweppes was taken over by Kraft Foods Group Inc in the year 2010 by ?11.5 billion (House of Commons, 2011). Employment Values of Kraft Food Group Inc The takeover of Cadbury over Kraft Foods was disapproved largely b y the employees of Cadbury and the Britishers. The employees of Cadbury were unsure about the security of their jobs. The management of Kraft had claimed that after the acquisition they would not shut down any of the Cadbury’s plants and had made some commitments to employees. Kraft had failed to keep its commitment by closing down the Somerdale factory which was one of the major chocolate manufacturing industries of Cadbury (House of Commons, 2010). Some economist believed that the management of Kraft lacked sufficient knowledge and expertise to operate the Somerdale Factory. The management of the Kraft Foods stated that it would honour the terms and condition given to workforce of Somerdale factory after the closure of the factory. The HR director of Kraft, Mr. Richard Doyle claimed that along with severance packages, a job centre facility was available to the workforce of Somerdale factory (House of Commons, 2010). The CEO of Kraft foods Ms. Irene Rosenfeld did not give an y specific job guarantees to the workforce of Cadbury. Kraft Foods is preparing to close the salary pension scheme that was provided to the workforce of Cadbury and cut up to 150 jobs. Moreover, the former employees of Cadbury have not been feeling safe and secure about their future. This can hamper the productivity of Kraft Foods. Answer 2 Organizational change of values and relationships Leadership

Strategic tourism planning Essay Example | Topics and Well Written Essays - 2500 words

Strategic tourism planning - Essay Example Private businesses have also served leadership capacities, including the gathering of support for certain collaborative ads and promotions and publishing newsletters, websites and a magazine about Floyd. The Floyd County Chamber of Commerce has been playing a significant role in the supporting of local businesses in the long time. A significant revitalization part has been performed by the government of the Floyd County in the downtown. The staff and town spent time in the prominent investments in the private sector and various alterations and modifications have been brought by the finances that were acquired from the federal and in the shape of restoration and enhancement of downtown which also includes more public restrooms, shops, a hotel, additional parking, and a community market (Butler, Richard, Michael, John, 1998). The Heritage Pathways project has been continually worked upon by the towns which will offer crucial interconnections to it. A downtown park is being developed wi thin the town which has been granted the support from the Partnership for Floyd. Numerous local non-profits have been provided funding and finance by the Town of Floyd, which also includes it financing through the Virginia Commission for the Arts. Thus, the Floyd Town has worked properly and in sophisticated manner upon its tourist aspect. Tourism Promotion An active part has been played by the Floyd County government in terms of the development and promotion of tourism. The County offers the customers a destination market organization (DMO)—the primary contact for the Virginia Tourism Corporation. The staff of the County has hosted Virginia Tourism Corporation Visitor Center staff for tours of Floyd County and worked with VTC, The Crooked Road and others on numerous substantial media tours. Besides the tours of the group media, the staff of The County also facilitates as a liaison for individual, reputable journalists, suggesting itineraries, and linking them with various co mplimentary tours and services (Bruce, David, and Margaret, 1993). A customized media kit has been supplied by the County, which also includes the DVD of itineraries and images to visiting media. This outreach of the public relations has only been possible with the kind, generous, and the complimentary hosting that has been offered by the local lodging facilities. The tourism pages for the County are on its website (www.floydcova.org/visitors), which also contains the local listings direct feed from the main state site, Virginia.org. Being a DMO, the emails are moderated by the County from VTC related to media opportunities and shares pertinent ones with email list of tourism related entities in Floyd County and serves as a reviewer for tourism-related grant applications. Situational Analysis Being a significant element of the planning process, the participants undertake a Situational Analysis with respect to the tourist destination in order to determine the objectives and goals of the plan (Hall, 2008). In the current plan, the current tourism assets, strengths, weaknesses, opportunities, and threats, target customers, and a brief analysis of the tourism infrastructure, marketing strategies, and tourism policy have been identified in the current plan. Tourism Assets A list of the premier assets of tourism for Floyd County is provided below. These assets can possibly be depicted in the promotion and advertising. It is as follows:

Their Eyes Were Watching God Essay Example | Topics and Well Written Essays - 1500 words

Their Eyes Were Watching God - Essay Example ingless and theme less, and further added, â€Å"Miss Hurston voluntarily continues in her role the tradition which was forced upon the negro in the theater, that is, the minstrel technique that makes the ‘white folks’ laugh† (cited in Lester, 3). It was regarded by many that Hurston had exploited the cause of her own people by not correctly portraying the picture of the injustice and sufferings meted out to the blacks by their white owners. It was only in the 1970’s after another African-American writer Alice Walker of ‘The Color Purple’ fame, took an interest in Hurston and championed her cause, did the literary world of that age sit up and take notice. After Walker published an essay in Ms. Magazine â€Å"In Search of Zora Neale Hurston,† it pushed Hurston’s works back into the limelight, and soon there were many prints and reprints of her writings. This article will review the book ‘Their Eyes Were Watching God’ b y Hurston and will present a critical analysis on it by discussing her writing style and her manner of representing the novel’s chief protagonist. It will also review other authors’ reviews and analysis on Hurston and her novel ‘Their Eyes Were Watching God’. Analysis of Zora Neale Hurston and her writing style: Zora Neale Hurston was born on 7th January 1891 in Notasulga, Alabama. Her father, John Hurston was a preacher and a carpenter, while her mother Lucy Hurston, was a schoolteacher. Soon, the family moved to Eatonville in Florida, a town famous for having the first black incorporated Municipality. Hurston completed her graduation from Harvard University and it is from here that she embarked on her writing career in 1921. Soon she moved to New York and became a prominent figure in the then famous ‘Harlem Renaissance’ writing group. Hurston was also an anthropologist, and in fact, her experiences in Eatonville and her researches into old folktales of the black population which influenced much of her writings.

Disabled Entrepreneurs Literature review Example | Topics and Well Written Essays - 3000 words

Disabled Entrepreneurs - Literature review Example A disability is a condition or function judged to be significantly impaired, relative to the usual standard of an individual or group. The term is used to refer to individual functioning, including physical impairment, sensory impairment, cognitive impairment, intellectual impairment, mental illness and various types of chronic disease. Furthermore, people with disability make up 20% of the total population of the poorest people in the world. There are 10 million individuals with disability in the UK alone, which comprises 18% of the total population of employed individuals (Wood et al., 2012: p. 146). A large number of disabled individuals have by now built opportunities or prospects for themselves by means of entrepreneurship. The advantages of entrepreneurship for these disabled people rest largely in their self-reliance and in the chance to engage in their own business decision-making, the capability to make their own timetable and pace, and the prevention of stereotypes and discrimination that are at times observed in the practise of recruitment, leading to underemployment or unemployment. Decreased transportation difficulties offered by home-based businesses are important advantages too. Disabled individuals usually face challenges, difficulties, or barriers when trying to embark on entrepreneurial projects, particularly in obtaining the resources or capital required for business start-ups, for they do not have the adequate resources or credit to fall back on as indemnity for a loan (Parker, 2009). This paper discusses the barriers confronted by disabled entrepreneurs and the possible measures that can be implemented to help disabled people become successful entrepreneurs and gain self-sufficiency and confidence. In certain instances, they may not possess the assets, knowledge, or information needed to formulate a business plan, a successful path to economic self-reliance

History of America Essay Example | Topics and Well Written Essays - 500 words

History of America - Essay Example The total population rose by 13 million within this decade to 76 million. By 1907, 1 million people were arriving from Europe every year. Industrialization came early in the United States and it forged ahead consistently. Between 1870 and 1914, industrial output trebled. The nation never looked back. Industries such as the automobiles made their way and quickly increased in value and output. The car industry was introduced into the United States by Henry Ford. Post 1945, American science and industry flourished. The U.S. economy quadrupled, and the real income of the average American family doubled. Today, the country is still a major power politically and economically, and is a world leader in technology and space research. Between 1965 and 1973, Americans fought in South Vietnam in an attempt to prevent the unification of the country under communist North Vietnam control. The war ended disastrously for the Americans under Richard Nixon. Nixon ordered the bombing of North Vietnam, but ultimately wilted under pressure at home and abroad.

Ethics and Social Responsibility Essay Example | Topics and Well Written Essays - 1250 words

Ethics and Social Responsibility - Essay Example The company also owes the duty of care to every single person or region that it operates from thus bringing in the issue of corporate social responsibility. This paper aims at assessing the ethics and corporate social responsibility at Starbucks Corporation. Ethics and Social Responsibility: The Case of Starbucks Farmer Loans According to Washington (2010), Starbucks coffee processer understands the financial positions of its collaborate farmers, which at times lures the farmers into borrowing high interest loans to finance their activities. Starbucks also understand that financial shortage could make farmers opt for premature harvest of coffee that they sell at lower prices thereby cutting their profit margins (Washington, 2010). To cushion the collaborate farmers from the effects of financial depravity, Starbucks has established pioneering programs designed to provide access to credit to help farmers in managing risks and stabilize business. In 2008, Starbucks offered $12.5 million as loans to collaborate farmers. In 2009, Starbucks coffee company launched Small farmer Sustainability Initiative (SFSI) in collaboration with the TransFair USA and Fair-trade Labeling Organization International with projections to help in thriving of small scale farmers (Washington, 2010). ... Starbucks relies on water for making coffee beverages and washing of containers. In that line, Starbucks coffee processors have prioritized measures to introduce new water conservation strategies. Starbucks have set strategies of sanitizing the coffee handling equipments to reduce excessive wastage of water (Washington, 2010). In 2008, Starbucks made clear their intentions to reduce water consumption in their operations. Starbucks coffee processors have set targets of reducing water consumption by 25% by the end of 2015. So far, Starbucks have made commendable achievements after having managed to reduce its rate of water consumption by 4.1% during its financial year 2008 to 2009 (Washington, 2010). Statement and codes of ethical responsibilities of Starbucks Company The operation of Starbucks coffee company recognizes and embraces diversity as an essential component o its business activities. Starbucks Company also operates under the vigils of providing ample working environment by s howing abundant respect of personal dignity to all of its employees (Starbucks Coffee Company, 2007). In addition, Starbucks Company operates with the basic missions of providing high quality coffee under fair prices. Starbucks coffee company operates towards all time satisfaction of its customers’ expectations. Moreover, Starbucks missions and objectives entail positive contribution to community and environmental protection. Starbucks also recognizes the purpose of operation as basic profitability for future survival. Starbucks accountability on ethical and social responsibilities Starbucks have an established Business Ethics and Compliance program that provide guidelines that help partners in ensuring the business operates

Ford and the World Automobile Industry Essay Example | Topics and Well Written Essays - 2250 words

Ford and the World Automobile Industry - Essay Example This paper illustrates that in order to respond to the competitive threat, Ford’s Chief Financial Officer had emphasized upon the longer term financial outlook. To this end Ford’s management had implemented plant closures which had resulted in reductions in fixed cost. Additionally the company had made an early switch to smaller, more fuel-efficient cars and sold loss-making Jaguar, Aston Martin and Land Rover subsidiaries. As a result of these initiatives, Ford had improved its financial and operating performance. However if the company were to maintain its performance, then it would have to focus upon the combined forces of technology and environmental forces that were changing the industry structure and formulate strategies accordingly. Competition in the world auto industry The industry was facing rising competitive pressures due to a variety of factors. Experts had expected the industry to consolidate from the demand pressures that had resulted from the financial c risis of 2009. Instead the outcome had been one of worsening the problem of excess capacity as national governments provided financial assistance to support those companies which were suffering from the downward trend in demand. Therefore the weaker competitors had not been weeded out. Instead they increased their production, thus worsening the problem of excess capacity. This was the most important factor which contributed to the rising competitive pressures. The world auto industry was far from being static as demand shifted from mature industrial nations to the growing markets of Asia, Eastern Europe and Latin America. These dynamics had forced the automakers to implement strategies aimed at seeking new markets as additional sources of demand. Between 1990 and 2008, the five biggest automakers were GM, Toyota, Ford, Daimler-Chrysler and Volkswagen. The evolution of market demand had been affected by the combined forces of technology and environmental concerns. For this reason For d planned to make the switch to all-electric commercial vans and automobiles. This change in strategy had also been necessary because of the shift of market opportunities to the growing markets of Asia, Eastern Europe and Latin America. As a result the automobile producers were changing strategic focus to emphasize upon the newly industrializing countries as new sources of market opportunities. Driven by the emerging markets in BRIC countries and in the newly industrializing countries such as Korea, Thailand, Malaysia, Turkey and Argentina, the supply of cars and trucks continued to grow. However new product development costs limited automakers abilities to differentiate products. For this reason there was little differentiation between manufacturers. The industry’s key issue was excess capacity. As noted in the case, consultants at PwC had estimated that supply exceeded demand by 31 million units per year. The problem had been exacerbated by government intervention which has kept inefficient companies afloat. Applying Porter’s five forces analysis, the conclusion to draw is that the threat of new entrants would be low since supply exceeds demand. The threat of substitute products came from electric cars which would offer opportunities for new entrants. The transition to electric cars would enable companies with expertise in electrical engineering to enter the industry, thus intensifying competition. Public transportation also offered a substitute. The threat of competitive rivalry in the present state of the industry was considerable since supply exceeded demand.

Alternative Approaches to Discipline Essay Example | Topics and Well Written Essays - 750 words

Alternative Approaches to Discipline - Essay Example In a world fraught with strife and violence, Non Violent Communication (NVC) comes as a welcome change. NVC is a unique communication process as it is based on the principle of giving and receiving with compassion. It comprises four essential components such as: observations, feelings, needs and requests. In order to communicate non-violently or rather compassionately, one has to incorporate the aforementioned components while speaking to others. For instance, if one feels hurt about some incident and wants to talk about it, he or she must first state the incident, then talk about how he or she felt about it, followed by what particular need in him or her triggered such a feeling and also, follow it up with a request so that the person feels he or she is understood. NVC is an effective communication process as it draws the listener to an individual’s feelings, needs and expectations in such a way that the former feels compassion and tries to empathize with the speaker. Alterna tively, if someone is in trouble, a person who practices NVC can go a long way in redressing grievances by lending a patient ear and supporting with an empathetic heart. Rosenberg mentions an incident wherein he was called a ‘murderer’ and in a short while, was honored by the accuser, through an invitation as a guest for Ramadan dinner. The reason for this is that incident clearly manifests he had listened to him compassionately and had a heart-to-heart conversation with him (Rosenberg & Gandhi, p. 13, 2003). This shows that NVC is an effective and reliable mode of communication. On the other hand Polland’s discipline approach is extensive in nature where he gives an overview of the behaviors that children and adolescents exhibit at various stages of their development. Therefore, formulating a disciplinary action involves considering the age of the child or adolescent, the particular situation he or she is in and also arriving at a decision based on logical groun ds. For example, according to Polland, it is not a suitable punishment when a parent prevents a child from watching TV for dirtying the ceiling because such a punishment has no link with the misdeed. Instead, suggests a punishment of making the child clean up the ceiling so that he or she realizes how tedious a job it is and refrains from repeating it. A lot of insight goes into choosing a disciplinary action. It is made very clear in this discipline approach that there is no right way of disciplining. Parents by way of reasoning are expected to choose the right disciplinary action. The NVC approach and the discipline approach for children and adolescents share commonalities as well as differences. Both the approaches encourage open communication through questioning, listening and acknowledging the feelings of others. For example, in NVC one doesn’t not assume reasons for the other person being unhappy , but constantly questions and patiently listens to all that the person ha s to say and then arrives at a conclusion as to what needs and feelings made the person think or feel so. Similarly, in the discipline approach adopted by Poland, parents are always instructed to listen to everything the children have to say, even though they might lie. Therefore, the underlying principle on which both the approaches are based is the same: acknowledging individual’s feelings and then responding. The NVC process can

Fast food restaurant Essay Example for Free

Fast food restaurant Essay Introduction Fast food is very common in Hong Kong. We can find at least one fast-food restaurant nearby. McDonald, KFC, Burger King, Triple O’s, Cafe de Carol can be found everywhere in Hong Kong. Fast food means that the food can be prepared and served very quickly. It can save us time and is convenient. [pic][pic][pic] The aim of this report is to investigate fast food culture in Hong Kong nowadays. Firstly, trend of fast food culture in Hong Kong would be given in order to get further understanding of fast food. Secondly, negative impacts of fast food would be discussed. Thirdly, despite the fact that Hong Kong people are more aware of their health, fast food restaurants have emerged. Lastly, comparison between fast food shops and fast-service shops would be mentioned to find out how these two types of shops affect customers’ choice of catering. Mr. Victor Chan, the Managing Director of the Triple O’s, Hong Kong franchise, was interviewed to find out the answer. Current situation [pic]Fig. 1 Top 10 Global Markets for weekly Fast Food. According to the survey from ACNielsen (Refer to figure1), Hong Kong has the highest percentage of eating fast food in the world, with 61 per cent of people eating fast food at least once a week. The survey was conducted in October 2004 over the internet in 28 countries and regions across the Asia-Pacific, Europe and the US. It showed that more and more people are obsessed with fast food. Nine per cent of Hong Kong people visited fast-food restaurants at least once a day; 86 per cent of people visited at least twice a month. In the first nine months of this 2004, Hong Kong people visited fast-food restaurants on average seven times a month and spent $ 160. The survey revealed fast food has become a part of Hong Kong people’s lives. Hong Kong people are in fast pace of life. People have less time to eat and are busy to work. It makes fast food become more and more popular because it is convenient and comfortable. It replaces the position of traditional restaurants and these fast food shops have dominated our society gradually. Negative impacts of traditional fast food There are thousands of fast food shops in Hong Kong. They have totally changed eating habit and daily life of Hong Kong people. Albeit fast food is delicious and tasty, it brings several health problems. Fast food contains lots of fats and high calories. For example, McDonald’s provides a Big Mac, large fries and a large Coca-Cola drink which have 1430 calories. In fact, 2000 calories is the maximum amount a person needs in each day. Big Macs in Hong Kong contains more fat and cholesterol than those in the world. According to nutritional information on the companys website, each Hong Kong burger weighed 560 calories but 80 calories is more than Australia, 67 calories more than Britain and 60 calories more than the Middle East. Obviously, fast food leads to obesity and diabetes, and increases the risk of heart disease and high blood pressure. Apparently, fast food contains high calories and lack in nutrition. Fast food is not proper meal that people can eat every day. Besides this, facing the influence of mass media and the trend in Hong Kong, slim body figures are encouraged. Therefore, Hong Kong people realize the importance of health. They are willing to eat healthy food with low calories and fats. In order to meet the demand of healthy and higher nutritional food from Hong Kong people, fast food shops start to provide healthy food to customers. For example, McDonald’s try to give more choice to customers by providing healthier food, likes fresh salad and low fat yogurt. Fast food culture in Hong Kong has changed. Emergence of Fast-service food shops in Hong Kong Interview with Triple O’s – White Spot Because of the rise in living standard and change in eating habits of Hong Kong customers, traditional fast food shops, such as McDonald’s and KFC, can no longer meet the demands of customers. The emergence of a brand new type of catering choice – fast-service food shops, introduces a new dining experience to Hong Kong customers, thus, bringing a positive and striking impact to the catering industry. One of the most successful fast-service food shops in Hong Kong is Triple O’s – White Spot, which was founded in Vancouver, British Columbia in 1928, best known for its hamburgers In 2003, Triple O’s expanded its business to Hong Kong, setting up the first shop in the Great food hall in the basement of Pacific Place, Admiralty. Until 2010, there are already 5 Triple O’s established throughout Hong Kong, in which the franchises each record more than twice as many sales as the average location in BC. In order to know more about fast-service food shops, an interview has been conducted with the managing director of the Triple O’s, Hong Kong franchise, Mr. Victor Chan. [pic] [pic] Triple O’s – White Spot aims to provide high quality, home-made and healthy fast food and family-friendly services to create a new kind of dining experience to customers. According to Mr. Chan, Triple O’s’ in Hong Kong have to follow strictly the menu and ingredients set by the Canadian headquarters to ensure its high food quality. For instance, unlike traditional fast food shops that only focus in lowering their production cost, Triple O’s’ milkshakes are made of fresh milk and premium ice-cream. Burger beef is from Australia, delivered fresh to Triple O’s in Hong Kong, not frozen. Mr. Chan added that Triple O’s’ menu will not change in order to suit the appetite of Hong Kong customers, therefore resulting in a limited choices of food in their menu compared to other fast food shops. In order to provide freshly made burgers, it usually takes up to 5 to complete a whole meal set. That is why customer-friendly service is provided in Triple O’s. Instead of ‘self-help’ service in traditional fast food shops, waiters will deliver meals to customers in person, offering customers efficient dining services. Besides that, because of the insistence of high quality ingredients, price of food is again higher than that of fast food shops. Yet, it does not affect customer’s choice of catering since they are now enjoying a higher living standard, willing to spend more for the return of good food and nice service. Triple O’s’ success is also a result of change in eating habits and perceptions of Hong Kong customers. The idea of ‘thin is in’ is widely spread by the mass media, people are getting more conscious about their physique and health, leading to the rise of a new kind of eating habit – healthy eating. Believing that traditional fast food shops’ only provision of deep-fried food, customers tend to look for healthy, yet, delicious fast food for substitution. Triple O’s hit the exact demand of customers. ‘Food in Triple O’s is generally low in fat and that no preservatives and artificial flavours are added in. Vegetarian burgers and lots of vegetables are included in every meal set in order for customers to achieve a balance diet,’ said Mr. Chan, ‘healthy cooking methods are also used, such as roasting and grilling of burger beef and chicken stripes with refined olive oil rather than deep-frying. Fries with potato skins are again intended to provide dietary fibre for better digestion of customers. † Customers are free to choose according to their personal preference, having a custom-made burger in any way they want, like whether to add in any dressing in their burgers. Another special feature of Triple O’s is that there is no advertisement about it at all. â€Å"We rather spend our money in purchasing high quality ingredients than wasting them on advertising. We believe that with our food and service, reputation can be build up in no time. Once again, we prove ourselves right! † said Mr. Chan. Marketing is clearly not the major concern of Triple O’s. â€Å"From the fast food shops’ point of view, we (fast-service food shops) have become a huge competitor to the traditional fast-service shops. Like McDonald’s, they are, in fact, following our way in preparing food and provision of service. However, since there is vast difference between us and traditional fast food shops, we don’t treat them as a direct competitor. Our aim is not only to provide fast food to customers, but a new dining experience, which makes us unique in the catering industry. † Mr. Chan concluded by the end of the interview. Comparison between Fast food shops and Fast-service food shops Fast food shops have always been one of the dominating choices of catering. Yet, in recent years, there are a definite increasing number of fast-service food shops in Hong Kong, which result in an intense competition between the two. In the following table, we use the example of McDonald’s (fast food shops) and Triple O’s (fast-service food shops) to show the major differences between fast food shops and fast-service food shops, which affect customers’ choice of catering. [pic] [pic] |Differences |Fast food shops (McDonald’s) |Fast-service food shops (Triple O’s) | |Quality of food |Low |High | |Ingredients used |Use of low quality ingredients to cut off production cost| Strictly follow the Canadian headquarters’ use of high | | |e. g. |quality ingredients e. g. | ||milkshakes – milk, water, and milk |milkshakes – fresh milk and premium | | |powder |ice-cream | | |burger meat – organ meat mixed with |Burger meat – Australian imported, | | |bread crumbs and onion |pure beef | |Method of cooking |Deep-frying |Grilling and Roasting | |Health consciousness |Less |More | | |- lack of vegetables and fruits in the menu |- inclusion of vegetarian food choices | | |- unhealthy cooking method used |- healthier cooking methods used | | Flexibility of ordered food |Standardized food |Immediate, Custom-made e.g. | | |- Burgers are pre-made for purchase, which follow a |- Customers may add in more vegetables in their burgers or | | |uniform standard. |choose not to add any dressings at all. | |Food choices |Wide variety |Limited as it must follow the menu of their headquarters in | | |- Burgers, fries, ice-cream, different types of |Canada | | |fried-food, soft drinks, pies†¦ |- burgers, fries, onion rings, chicken stripes, milkshakes | |Characteristics |Fast, convenient | High quality of food, | | | |brand new type of dining experience | |No.of shops in HK |More |Less | |Cost |Low |High due to the high quality of ingredients used | |Services |Less |More | | |- provides only ordering services in the cashier |- provides not only ordering and packing up services, but | | | |also delivery of meals to customers like restaurants | |Advertisements |More |None | | |- wide coverage via the mass media (e. g. TV ads, the |- building up reputation by customers’ word of mouth | | |Internet, newspaper) |- money used in quality ingredients rather than in | | | |advertisements | From the above comparison, we can see that fast-service food shops introduces a brand new kind of catering experience to Hong Kong by providing high quality of food and efficient, customer-friendly services. As customers are being more health conscious, fast-service food shops seem to have hit the market, drawing enormous attention from customers of other types of catering choices, especially those of fast-food shops. Customers also enjoyed the idea of ‘immediate and custom-made’. Customers are able to order in according with their preferences. Burgers are freshly made with A-grade ingredients immediately upon order, which freshness of food can be completely guaranteed. Together with the efficient and friendly service provided, fast-service food shops seem to fulfill and satisfy the demands of picky customers. The success of a few fast-service shops in Hong Kong is inevitably bringing in a competitor to traditional fast-food shops. Conclusion In the past two decades, Hong Kong has inevitably been an international city under the great influence of fast food culture. As the only demand for food is efficiency, the mere provision of fast and convenient food could already satisfy the demands of most customers. Yet, with the improvement in economic level, living standard and change in eating habits of customers, fast food shop could no longer provide them with what they want. Customers are more willing to enjoy quality and healthy food and nice service when dining, thereby, leading to the introduction of fast-service food shops to Hong Kong. Fast-service food shops bring in huge impacts and brand new ideas to the fast food world. Not only efficiency, quality of food, provision of service and health consciousness should be brought into considerations in order to fulfill the demands of customers. The emergence of fast-service food shops provides a new choice of catering for customers, which leads to intense competition between fast food shops and them. Competition between the two definitely brings positive impacts to the catering industry. Traditional fast food shops seem to realize their shortcomings and need of change, now even McDonald’s follow the way of fast-service food shops by providing immediate-made burgers instead of pre-made ones. Because of the vast difference between fast food shops and fast-service food shops, it is difficult to determine at this stage that which one of them can dominate the fast food industry. The only thing for sure is that customers are, always and forever, the winner in this match, having to enjoy the great food! Reference OWikipedia OOfficial homepage of Triple Os Hong Kong OSouth China Morning Post OHong Kong Yahoo OACNielsen OHKUSPACE [pic] [pic] [pic] Vocabulary Sheet – Fast Food Culture |Word (parts of speech) |Meaning | |Dietician (n) |a person who is an expert in nutrition or dietetics | |Fast-food addict (n) |a person who is addicted to fast-food | |Americanization (n) |assimilate to the customs and institutions of the U. S. | |Delicacies (n) |something delightful or pleasing, esp. a choice food considered | | |with regard to its rarity, costliness | |Sedentary (adj) |characterized by or requiring a sitting posture | |Coronary (adj) |of or pertaining to the human heart, with respect to health | |Superficial (adj) |shallow; not profound or thorough | |Standardize (v) |to bring to or make of an established standard size, weight, | | |quality, strength | |Unpalatable (adj) |not palatable; unpleasant to the taste | |Franchise (n) |the right or license granted by a company to an individual or group| | |to market its products or services in a specific territory | |Variant (adj) |tending to change or alter; exhibiting variety or diversity | | Proliferate (v) |to increase in number or spread rapidly and often excessively | |prominent (adj) |standing out so as to be seen easily; conspicuous; particularly | | |noticeable | |Prevalent (n) |widespread; of wide extent or occurrence; in general use or | | |acceptance | |Ubiquity (n) |the state or capacity of being everywhere, esp. at the same time | |Detrimental (adj) |causing detriment; damaging; harmful | |Umpteen (adj) |innumerable; many | |Flavor-enhancing (adj) |enhancing the flavor of food | |Paramount (adj) |chief in importance or impact; supreme; preeminent | |Consumer-friendliness (n) |products of non-harmful elements to consumers |

Effectiveness of Personality Tests on Indigenous People Essay Example for Free

Effectiveness of Personality Tests on Indigenous People Essay Abstract This review seeks to evaluate the effectiveness of the standard personality tests on indigenous people. The two indigenous groups focused on are Native Americans and Aboriginal Australians. Several academic sources have been researched when creating this review. What was surprisingly discovered was the overwhelming evidence that presented a bias point of view outlining mainly the inappropriateness of personality tests. Introduction The term ‘inappropriate’ is universally defined as â€Å"not suitable or proper in the circumstances† (Brown, Robert T.;Reynolds 1999). Most standard personality tests among researchers are considered to be inappropriate for use with Aboriginal people in Australia and for Native Americans in the USA. (Brown, Robert T. ;Reynolds 1999). The following psychological assessment tests can be generally misleading to indigenous Australians and Native Americans which include: MMPI-2 (Abel 1973), The Westerman Aboriginal Checklist—Youth (WASC-Y), DSM IV-TR, ICD10, the ‘Who Am I’ test and the High school adolescent Clinical Inventory(Westerman 1997). Indigenous Austrlian – Test Review. The Australian Psychological Society has set guidelines for the conduct of psychological research with Aboriginal and Torres Strait Islander people of Australia. One of which outlines that psychologists should take into account ethnicity and culture when making professional judgements with indigenous clients (N. D 1995). However, Tracy Westerman, psychologist and Managing Director of Indigenous Psychological Services(IPS) says the standard personality tests in Australia are subject to cultural bias and are a key reason why the tests are considered inappropriate for indigenous Australians(Westerman 1997). Consequently, indigenous Australians are unfairly penalized as they don’t experience the same culture as the dominant society (Westerman 1997). As a result, these indigenous Australians are inaccurately assessed which leads to an inaccurate diagnostic decision (Vicary 2003). One way personality tests are considered inappropriate for indigenous Australians are the content provided within the tests. The test content may have high cultural loading, in which a given test requires specific knowledge or experience with mainstream culture (Vicary 2003). For example, certain phrases or words used in certain tests are a disadvantage indigenous Australians. The meaning or unfamiliarity of the terminology used presents problems with the validity of such tests such as misinterpretation (Vicary 2003). For example, Westernman explains that a â€Å"suicide does not mean that someone has killed themselves† in the Aboriginal community. It means that they were cursed (Vicary 2003). Aboriginal people also do not speak English as a native language and therefore will have difficulty comprehending the wording of the test. For those reasons mentioned, MMPI-2 has been criticized by psychologists for its validity when examining diverse cultural groups(Wettinger, M). Westerman Wettinger (1997) state that the norms of testing indigenous Australians ‘have been described as out-dated’ and need to be replaced. Westerman has pointed out that a more practical approach should be undertaken when assessing aboriginal people as it is culturally acceptable for Aboriginal people to learn verbally(Westerman 1997). For example, when working with aboriginal children, oral tests and drawings are a useful means of testing as they allow children to tell stories. This is a culturally acceptable way for Aboriginal children pass on information and important messages. The Westerman Aboriginal checklist – Youth(WASC-Y) has implemented more effective methods of testing indigenous Australians. The WASC-Y is aimed at identifying early detection of anxiety, depression, low self-esteem and suicidal behaviours for Aboriginal youths aged 13-17 (Pearson 2010). A prominent strength of the test is it does not require written competencies or numeracy skills, and is orally administered (Pearson 2010). Only an experienced psychologist who is skilled in dealing with indigenous Australians can administer the test(Pearson 2010). Although the WASC-Y has been claimed to be reliable when used to assess applicants for job positions or training programmes, companies are not enforced to use this test which is a barrier for indigenous Australians(Pearson 2010) Another major issue when considering the appropriateness of personality tests is examining whether or not the professional clinicians conducting the tests are â€Å"cross culturally competent†( Riggs, D 2004). The lack of cultural competence in past practice has been a contributing factor to the overall failure of systems of care for Aboriginal and Torres Islander Strait people (Brown, 2001; Garvey, 2007; Riggs, 2004). When utilizing standard measures, clinicians confirm to assumptions that the client is similar to the standardized population(Riggs, D 2004). This assumption is inappropriate when assessing a client from an indigenous culture. For example, Aboriginal people may not be familiar with test taking skills performed by dominant society which may also contribute to their poor performance in the test(Riggs, D 2004). Not understanding the impact of the indigenous clients cultural background could lead to inaccurate results and analysis by the clinician. It is considered the responsibility of the clinician to learn as much as possible about the client’s culture and to acknowledge any biases or prejudices they may have about the clients ethnic group(Dudgeon, P 2010). Furthermore, it is also the clinician’s responsibility to understand any historical issues relevant to Aboriginal people which may impact their lack of motivation and performance when being tested. Factors which cause this impact may include poverty, unemployment and limited educational opportunities(Dudgeon, P 2010). During the meetings between the clinicians and their indigenous clients, the clinicians should establish rapport, respect, and a therapeutic relationship with their clients(Westerman 1997). Rapport and communication problems may also exist between the clinician and the indigenous client due to different cultural backgrounds. As a result, the difficulties in rapport and communication may slow down the Aboriginals client’s ability respond to test items (Vicary 2003). For example, Westerman (1997) states that traditional psychological testing using the â€Å"question and answer† format in one on one situations presents difficulties amongst indigenous children and adults(Westerman 1997). This is because in some Aboriginal cultures, it is considered impolite to ask a question to someone who doesn’t know the answer (Westerman 1997). It is also beneficial to build rapport with indigenous clients to eliminate the ‘notion of whiteness’(Riggs 2004). This is the skeptisicm that may arise in the Aboriginal community due to the past actions of dominant society which may include taking of land or the stolen generation. Aboriginal clients may have a possible barrier of distrust toward the clinician which may be a apparent in the aboriginal community. This level of distrust may stem from any negative experiences the Aboriginal client has experienced in dominant society such as racism in their residential school or community(Riggs 2004). Indigenous American – Test Review Personality assessment services have also been considered culturally inappropriate for Native Americans living in the United States(Brown, Robert T. ;Reynolds, Cecil R. ;Whitaker, Jean S 1999). These assessments include globally recognized tests such as the MMPI and WAIS. Native Americans are said to face potential bias stemming from inappropriate test content, differential predictive validity, and bias introduced by language differences and social consequences due to labelling and prejudice (kaufman and Renolds 1983). A lack of knowledge for both the Native client and clinician increases the difficulties in finding a reliable accurate outcome of an assessment(Fuchs, D. , Young 2006). Clinicians are accused of not having enough historical knowledge about Native Americans while at the same time they assume that their Native American clients are culturally aware of how Western society operates(Fuchs, D., Young 2006). This assumption will cause difficulties for the clinician to assess a person from another culture with fairness and objectivity(Fuchs, D. , Young 2006). Psychologists in the USA have emphasised on an emic approach towards assessing Native Americans(Fuchs, D. , Young 2006). This means that only psychologists who specialize in studying and examining one particular culture would be allowed to assess that culture. It is agreed the assessor needs to build solid relationship with Native American clients while conducting an assessment(Abel 1973). This will help shape the clients expectations for the assessment interaction and possible outcomes of assessment(Abel 1973). Native Americans are said to be motivated by human value and approval rather than bureaucratic protocol. This means that structured formal situations between the assessors and the Native American client can be perceived as gratuitous and annoying to the client(Abel 1973). The relationships should be informal, based on respect and understanding, and continuous overtime (Abel 1973). In conclusion, it is evident that a culture clash between indigenous and western cultures is a major issue when performing psychological tests. While most tests gathered in this review deems psychological testing to be inappropriate, there are other tests such as the WASC-Y that specialize in understanding clients from diverse cultures which would be deemed more appropriate for use. It is also important to consider how much funding is being placed by governing bodies to develop more appropriate assessments for indigenous people.

Marketing concepts: Qatar airways

Marketing concepts: Qatar airways Advertising is an indirect way of communication which influences the target segment to consume their product or enjoy their services. The study of this advertisement will help us examine the concepts of consumer behaviour used in the promotion of the Premium Terminal of Qatar Airways. This will help us determine the reasons for requirement of a premium terminal and also study key elements used which attract the passengers. Most of the passengers travelling by first and business class could relate to this advertisement, hence resulting in its success. Qatar Airways is the national airline of Qatar and has its headquarters based in Doha. According to Mr Akbar Al Baker, CEO of Doha International Airport and Qatar Airways For a visitor, the first point of contact with Qatar is generally the airport and it is their driving priority to ensure that the best-ever facilities welcome first-time and return visitors. It gives all its first class passengers an access to the top end spa facilitie s and even body massages to relax themselves. The new Doha Airport will set a benchmark for all the future airports. It will be an international signature for the vision of Qatar, he declared in London during a ceremony to unveil the Master Plan of new Airport. This advertisement is a part of multi-million dollar global campaign designed to demonstrate the assets of the airlines and to increase its awareness among masses. Its one of the three advertisements which are a form of extensive brand campaign launched by the Qatar Airways for its extensive promotion which include the Lounge, the Appetizer and the Journey. However we are going to analyse the Lounge Commercial. We shall now look into background of the product which is Qatar Airways. Background The background is going to give us an insight about history of the airlines and an overview of its current position. Qatar airways is among the fastest growing airlines with an unmatched in-flight service based on what Porter (1985) would refer to as the competitive differentiation (Porter, 1985). Initially the airlines were privately owned by a royal family of Qatar. It became operational from 20th January 1994. But at present, this airline is partially owned by private investors, while the government holds 50% stake. Qatar Airways has managed to push the boundaries in aviation industry achieving what other airlines have been unable to do. The company follows a long term growth strategy, which includes addition of a new aircraft every month to their growing fleet size and inauguration of the New International Airport at Doha by 2011. Qatar airways have a unique Privilege Club which is one of the most generous loyalty clubs in the world. Its members have an access to a range of exclusive services and benefits designed to make their travelling experience comfortable and rewarding. Since we have a rough idea of the product, we will now study the association of this advertisement with different cultural dimensions used by Hofstede, as this will shape a path for the application of other relevant theories. Hoftedes dimensions :- Geert Hofstede introduced the five dimensions of culture which distinguish between different cultures across the world and help the marketers in the development of advertisements. This advert satisfies the Hofstedes dimensions of Culture. High Power Distance- Since the premium terminal at the Doha International Airport is exclusively for the first and business class passengers and not for the economy class, it relates to the Hofstedes high power distance. Its so because there is a lot of difference in the quality of services provided to different classes be it economy or first class. It even relates to the culture of Qatar. Masculinity- According to Hofstede, Masculinity stands for a society in which gender roles are clearly distinct: Men are supposed to be assertive, tough, and focused on material success; women are supposed to be more modest, tender, and concerned with the quality of life. The main elements portrayed in this advertisement are ego, high status and comfort. The high level positions are mostly held by men in Gulf countries like Qatar. Thus Qatar is a highly masculine country which is very well depicted here. The business class is still considered to be male dominated. Thus we see a man enjoying the premium services at the Qatar lounge. The people in such social cultures give a lot of importance to status and money and are ego-oriented. Thus this brand helps its customers to associate themselves with high status and power. Individualistic This term refers to a culture in which everyone is expected to look after themselves. As we can see, the man shown in advert is individualistic because hes independent. Further the use of a mobile phone and laptop enhance his individuality. As perceived, all the first and business class passengers have the privilege to enjoy unique services like spa, sauna, Jacuzzi etc. Thus as an individual, they like pampering themselves. Now since the idea of advert has become pretty clear after studying the Hofstedes dimensions, we can now focus on some more theories to explain the whole concept in depth. To start with, lets understand the purpose of using some specific objects and signs in this advert. Semiotic Analysis Semiotics can be defined as the study of the correspondence between signs and symbols and their roles in how we assign meanings (Solomon, 2007, p 103). Every advertisement demonstrates a symbolic meaning. Semiotics is an apt way of understanding an advertisement and is often used to analyse it. If we talk in terms of marketing, it is thus the study of how these marketing environments and advertisements of their products make efforts to re-create the meaning of acting on peoples sensual awareness of tastes, sounds, smells, images, and words. Rather, we would not exaggerate the point if we say that as humans, we are the meaning machines in that human beings tend to get through everything that is sensed with meaning (Desmond, 2003, p 183). It is interesting to know that meaning of an ad is based upon the interpretation of the viewer, as much as on the people creating it (Langrehr Caywood, 1995). As a result of this, the people will think at an individual perspective and therefore will interpret the advert in many ways based on their socio-cultural environment, personality and knowledge. However from the semiotic point of view, every marketing message has three components: an object (product), a sign (symbol), and an interpretant or meaning, and is commonly used for analysing different types of advertisements (Schiffman Kanuk, 2004) as a result of which it is selected for this purpose. Many symbols have been used as semiotics in this advertisement each of which defines something different. The object is Qatar Airways, the Iphone is the symbol. It can have different meanings based on the individual interpretations. It can be taken to represent the luxury and high social class of the passengers travelling through the Qatar Airways. Whereas on the other hand, it could be thought to help its passengers connect to their loved ones. While from another perspective it may represent a person as an individual as many scholars consider the use of cell phones as individualistic. They have shown the passenger, a porter and an air hostess in the advert. But if we analyse carefully, they have not shown the face of any of them. This is so because they dont want their target audience to deviate from the product, rather they want them to concentrate just on their product and amazing services they provide to their customers. There has been the use of various elements which can be interpreted to be associated with royalty and high class, like the laptop, iphone, comfortable chair, vintage items, porters carrying the suitcases of first and business class passengers. The market research measures are mostly based on the visual elements, and not verbal elements, used in the advert. The quality work and giving personal attention to each of their customers is their main objective and trademark. The premium terminal at Doha International Airport provides exclusive services to its first class and business class passengers. These services include fine dining and spa facilities and even massages. The passengers can unwind themselves by pampering themselves with a relaxing Jacuzzi, sauna or a soothing spa and even indulge in some rejuvenating treatments from facials to body massages given by strained therapists perfecting in the aromatherapy (See Appendix 1). The whole process of sauna or spa is depicted in a segment of this advertisement (See appendix 2). The use of objects like Gardenia flowers, bamboo, aqua marine stones for massage, steam, bath tub, and wind chimes relate to the exquisite royal services provided at the terminal. The wind chimes can be perceived as a symbol of relaxation and peace of mind while the other elements used relate to the materials used during a spa or sauna. This demonstrates the extra effortsl made by the authorities at the premium terminal to give the highest standard facilities to their current customers and to attract the potential customers. There has been an extensive use of the purple colour in the advert which leads us to give a thought to why they have used purple as the primary colour. Colours:- The colours convey meanings mainly in two primary ways which can be either the natural association or the psychological or cultural symbolism. The association of colours may arise from the political beliefs, superstitions, religious beliefs, historical reasons, cultural beliefs etc. The purple colour relates to the self knowledge. It is the union with your higher self (Colour Therapy). Qatar being a royal country associates well with the colour. The Qatar Royalty Sheikh Hamad bin Khalifa Al-Thani and his better half Sheika Moza bint NaseerAl-Missned have been seen supporting this colour many times. In a recent event, the Royalty wore a tie of purple colour while his wife wore a purple dress (See Appendix 3). Thus there has been the use of Purple colour in the logo of Qatar Airways as well as the uniform of the crew. One of the reasons can be that this colour is used in their country flag (See Appendix 4). The use of purple as the primary colour has its own significance (Color Wheel P ro) -The flowers like lilac, orchids are purple in colour and are very expensive and rare, thus signifying wisdom and extravagance. -The purple colour represents the royalty as this colour has been used by people of high rank or authority since ages. Thus implies visionary leadership. It symbolises luxury, comfort, power, wealth, respect and independence. This use of purple colour represents the royalty and high class passengers travelling by Qatar Airways. It also explains the luxurious and comfortable services provided by the airlines at their premium terminal at the Doha International Airport. It shows the passion and dedication towards their customers. The premium terminal of Qatar Airways in Doha is a luxurious brand in itself. It gives us a royal feel and demonstrates a life of luxury and comfort. We are now in a condition to associate the high class and luxurious social life with the behaviour of the consumers. Social class and Consumer Behaviour The behaviour of the consumers differs a lot across different social cultures. This depends highly on their socio-cultural values and their economy as well. Qatar is one of the fastest growing economies and continues to grow at an astonishing pace. It continues to deliver a wide range of high standard products to the International community. Its nominal Gross Domestic Product (GDP) growth has averaged surprisingly 27.2 % over the time period of 5 years (2005-2009). The Qataris have second highest GDP per capita incomes in the world and hence Qatar is the second richest country in the World. According to the Qatar Economic Review 2010, the people in Qatar spend the second largest amount of money on transportation after their housing. Qatar is a premium brand. The consumption of such a prestigious brand is viewed as a status symbol and whose price, even when higher by the normal standards, is considered to further enhance the signal of wealth. It has been revealed by the researchers that perceived limited supply of products enhances the consumers value and preference for a brand (Verhallen 1982; Lynn 1991; Pantzalis 1995). Items that are in limited supply have high value, while those readily available are less desirable. Rare items command respect and prestige (Solomon 1994, 570). As we know that the number of seats in Business and First class is very less, therefore the rich people take pride in travelling by these classes as it makes them unique. Qatar is a country of royal and high class people. Thus the premium terminal is devoted to this higher and royal segment of the society where they are facilitated with all the desired comforts. We have analysed the product and its features by now. The next step involves the relevance of the product to consumer and how the consumer relates to the brand. Kapferer Brand Identity Prism The branding has now changed from just identifying the product to dealing with the meaning of different brands through expanded brand identity systems. The entry of new system of brand identity is considered to be a great advancement towards a much more sophisticated version of branding, which suggests that in order to be successful and to stand out, different brands need to be imbued with human characteristics and traits (Aaker 1996; Kapferer 2004). Brands are thought to have a personality that consumers use as an avenue for expressing themselves or to experience those emotional benefits which differentiate the brand from others. We will now discuss the role of a consumer in influencing how brand personality is perceived. This is formulated on the basis of the fact that as consumers using a brand tend to build trustworthy relationships with it, they reinforce the positive attitude towards that preferred brand (Phau, L. Lai, K.C. 2000). Now Kapferer has explained the brand identity prism in the form of a six sided prism shown below :- Physical Appearance :- Every brand contains an external specificity which is physical appearance. This is the core of the brand and its value. It is the first step towards the building up of a brand. It represents the product features and attributes. The logo of the Qatar Airways is the head of Oryx gazelle which is an African antelope which lives in herds consisting of dominant males. This goes with the masculine society of Qatar. Since most of the country of Qatar is made up of deserts, therefore they have used this animal to represent the geography of Qatar as well. Use of purple colour is another way of identifying the brand as a status symbol. As mentioned earlier, this colour is perceived as used by royal and high class. So the people travelling by first and business class are able to connect to it. Brand Personality :- This is a way in which the brand talks about the quality of services offered and at the same time, it indicates a human being. Thus it measures those characters of the consumers which relate to the brand. Some of the features as perceived in this advert are high class, status and superiority. Relationship :- Every brand has the aim of maintaining healthy and long term relations with their customers. Thus it stands on the trust and associations. This is achieved through the great ambience, royal and comfortable environment provided by Qatar Airways. As seen in this advert, the facilities like spa, dining facilities with world class wine, porters carrying your luggage, etc add to the ambience and make customer feel special by providing superior customer services. Culture :- This refers to the aim and values of brand. In this advert, the brand i.e. Qatar Airways possesses the culture of Qatar, country of its origin. Most of the brands possess not only personality but also culture. Thus we can see the elements of high standards in this advert. There is commitment to work and hospitality towards their customers. Reflection:- The reflection shows the customers view of product. The reflection has to be such which helps the consumer relate to that particular brand. The Qatar Airways have been awarded the status of 5 star airlines, thus associated with high social class and prestige. For e.g. the passengers travelling by first and business class will consider themselves to be from a rich background as they get all the special and unique services. Self image: The self image relates to the features of advertisement of the brand which the customer can relate to. It goes hand in hand with the personality of brand. It is very helpful when it comes to understanding the behaviour of consumers as they will buy or consume the product corresponding to their self image. Thus it is the internal reflection of customer. The premium terminal for first and business class passengers gives them a feeling of inner satisfaction and thus makes them feel special by providing them out of the world facilities both on and off the ground. Despite the advert being quite apt, there are still a few things that could make it somewhat better. Limitations The advertisement focuses on only the first and business class passengers leaving aside the economy class. This biased behaviour might receive some mixed reactions from the people travelling in the economy class. Then we have noticed that as perceived by the advertisement, the culture represents an individualistic side, whereas Arab countries like Qatar are collectivist countries. Therefore, it may happen that the people may not connect themselves to the individualistic man shown in the advert. Hence they wont interpret the advert as the marketers want them to. Moreover the word count prevented me from interpreting the advertisement on basis of Maslows Hierarchy of needs. Conclusion The advertisement is designed in such a way that helps the target audience to connect to it. The people interpret these adverts differently on the basis of their culture, knowledge and beliefs. We made use of the Hofstedes dimensions in order to get a clear idea of the cultural associations with the advert. Later we studied the semiotics used in it and how it relates to the consumer using the Qatar Airways. The colour theory was explained to emphasize on the importance of the purple colour used for the uniform of the crew and the logo. We can also analyse that how it gives an insight about the culture of Qatar and also associates with the passengers. 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[Accessed 4 December 2010]. Verhallen, Theo M. (1982), Scarcity and Consumer Choice Behavior, Journal of Economic Psychology, 2 (2), 299-321. Appendix 1:- Appendix 2- The narration of the advertisement- Its 36 to 38 degree Celsius No higher, no lower Its soft but not too soft Its just enough to smooth things out Its all of this Half way to anywhere With plenty of time to spare With Qatar Airways premium terminal in Doha Five star service for first and business class passengers Qatar Airways- The Worlds five star airlines. Appendix 3