Showing posts with label Business. Show all posts
Showing posts with label Business. Show all posts

Saturday, October 19, 2013

The United States is experiencing extensive increased numbers of obesity cases and overweight children across the states. The cases for health related problems associated with poor eating habits especially consuming food products and services from fast food industries such as MacDonald is rampart. The research study report indicates the high rate of deaths reported among children are associated  to poor eating habits; thus a call for action in order to  reduce obesity and overweight issues contributed by fast food industries. MacDonald Inch is one of the companies that have been reported for not being socially responsible for their actions because of misleading customers about their products and services. The litigation involves Pelman vs. McDonald Inch on the ground that the corporation intentionally misleads their customers about the health products and services they offer through their false advertisements. The plaintiff argues that the consumption of fast food from MacDonald Corporation could have partially contributed to the overweight, obesity and heart disease; thus deterioration of health. The respondent denied the allegation by arguing that they are not accountable for the decisions made by the plaintiff to consume their fast food products. 

Discussions
MacDonald Corporation and other fast food restaurants should be held accountable for selling harmful products, failing to caution consumers of the risks of a high-fat diet, and misleading advertising. This is because high consumption of products and services from fast food industries has become the major cause for health problems in the United States. The research on business ethics demands corporations to be socially accountable for their actions or activities. Therefore, MacDonald and other fast food companies have failed to conduct their business in a socially responsible because corporate responsibility strategy demands organisations not only to focus on making profits but also take into considerations the social aspects of their customers. Organisations should not only work towards increasing profits but also ensure that their activities or services they offer should not create any harm to the surrounding environment or the society as a whole.

MacDonald and other fast food industries have been frequently ranked among the producers of unhealthy food, which have contributed to varied health problems to children (Mello, Rimm, and Studdert, 2013). These fast food companies should be judged for making deceptive advertisements arguing that their products and services offer health solutions to consumers and yet they create more health problems. Wharton (2005) argues that obesity have raised many difficult marketing questions regarding the issue of junk food and deceptive advertisements made by fast food industries. Childhood obesity, which is linked by consuming sugar-laden fruit juice, chips, Oreos and other non-nutritious snack foods have raised a major health concern in the U.S government. The new government research pointed some of the culprits behind the cause for increased childhood obesity. MacDonald Company was among the identified company with pending litigation about their deceptive advertisements and not being socially responsible for their actions, which has left many children with health problems. 

Although the major aim of the company is to make profits, they should carry out their business with ethical concern of not causing harm to their potential customers. The decision made by the U.S government for fast food industries to stop advertising harmful products to kids has raised some concern within fast food industries. These companies advertise their product knowingly that there is something wrong with the advertisement; thus they deserve to be judged negligent and warned about such actions. Although it is not easy for marketers to change their products overnight because they will run risk of changing their products and also lose customers, they should supersize because supersizing has gone from denoting something positive to denoting something negative in popular culture (Wharton, 2005). The U.S. judge dismissed obesity lawsuit for Pelman vs. McDonald and this was after the proceedings where the company attempted to defend themselves arguing that they offer consumers what they want (Wald, 2003). The argument was that the company knows what consumers want but they also know it is harmful; thus the responsibility lies not only to the marketers but also to consumers (New York Court, 2013).

Companies have attempted to change their marketing strategy because they always understand what their customers want. Many consumers are pleased with these strategies and options; thus companies cannot dictate to consumers what to buy or not to buy. However, it is the role of both companies and consumers to be held accountable for their actions (Mello, Rimm, and Studdert, 2013). The court case of Pelman vs. McDonald is one of the challenging United States proceedings; thus the government can warn companies to be socially responsible for their actions; thus failure to comply with the government laws will lead to judgment. The company cannot warn consumers about the dangers of a high-fat diet since they are after making profits but they can change their action by ensuring that the health of customers are highly taken into considerations. Therefore, it is also the role of consumers to make effective consumption choice wisely by consuming products, which are not harmful to their health.

Samsung Group is a southern Korean international industry and it has grown tremendously since its inception in 1938 by Lee Byung-Chull who started a small family business. The company deals with electronics and varied other businesses including securities, insurances and many other major subsidiaries. The industry entered into electronic division in 1960s and telecommunication hardware in 1980s; thus it has diversified their services globally. It manufactures varied electronic products and one of the major consumer products, which have made the company successful, is the tablets. The company is now taking the world in creative new directions because of their reliable and innovative products and services.

Key Industry Opportunity
    The growth of tablets market has become one of the key opportunities for achieving a competitive advantage in the competitive global business world. The tablet market is anticipated to increase immensely in twofold digits for the next decades. The industry has a strong position in tablet market and it could also extend it by launching innovative and improved quality tablet products.  Moreover, their key to achieving competitive advantage is the large portfolio of patents being obtained through acquisitions. The company has also achieved a growing demand for smartphones and tablets, which are consumed at a higher rate; thus benefiting from a lucrative market.

Risk Factors
    Despite the phenomenal growth experience of tablets, the company is under great threat and this might put the business under risk. One of the risk factors that might impact effective business performance is rapid technological change.  Samsung and other tech industries are facing serious threat due to ever changing technology. The company is under pressure to release innovative products faster; thus the company may fail in case they cannot keep up the pace with technology change (Ryan and Jones, 2009). Secondly, breached patent by competitors are ever increasing and this makes it hard for the industry to benefit from their innovative consumer products.  Lastly, there are increased price wars and this is because the industry has allowed gross margin for most of their consumer products. The company is selling most of their consumer products at a significant price cuts and these may enable other competitors to follow price cutting strategy too; thus inducing price wars, which could also erode the profit margin of the company.

Major Trends Affecting the Industry in the States and Possibly Internationally

The industry is going through a massive transition because of fierce competition and global crisis; thus impacting the performance of the industry. One of the major trends affecting the industry is the threat to security and this is because cases of identity theft have been reported. Secondly, there is also decline in general satisfaction, with the gap between consumer expectations and real service experience, which is widening.  Thirdly, there are always a potential for the newcomer who joins the crowd and threatens the providers by offering current technologies at lower prices; thus threatening the industry.  Lastly, although cell phone markets are relative mature in the states and possibly internationally, the numbers of subscribers nonetheless tend to be those on lower cost plans.

Strategic Implications of Both Opportunity and Risk Factors
    Strategic decision making at each of the business management level can affect business activities.  However, effective strategic business management such as employing SWOT analysis can enable the company to achieve its intended objectives effectively (Hooley, Piercy and Nicoulaud, 2011). For instance, assessing both opportunities and risk factors can enable the company to develop strategic plan vital for controlling external environmental factors that might impact the business performance.


Friday, October 11, 2013

 Engler, Ronen & Miller, Christa. 6 Persistent Challenges with Smartphone Forensics, (2013):1-5 is an article that reveals six major challenges associated with Smartphone forensics. Smartphone, which is the most popular mobile technology for making effective communications, is one of the most challenging devices for extracting evidentiary information. Many business forensic devices have made significant progress toward evidentiary data support such as Blackberry, iOS, Android and many others, but the challenges remain high (Engler and Miller 1). Engler and Miller reveal varied challenges that have been on the increase with Smartphone forensics. The authors argue that a Smartphones is not only just a Smartphone but rather varies significantly because of varied operating systems and vendors (Engler and Miller 1). 
Moreover, data storage differs significantly from one device to another or from one operating system to another. This creates challenges to data protection because it becomes easier to extract information from this device in case it does not have a password.  Another challenge is that Smartphones prepaid burner becomes a problem and file system extraction can be time consuming even where there is effective forensic device (Engler and Miller 3).  There is also apps challenge which varies across mobile carriers and the mobile apps for support of forensic began recently, and only covers the commonly popular apps. Therefore, to decode apps data, the mobile forensic devices should be able to execute file system reconstruction (Engler and Miller 4). 
Even though Smartphones support forensic soundness and offer accurate data, the boot loader use in not supported in some devices such as Android. Therefore, it may be effective to temporarily root the device to enable it perform physical extraction but temporary rooting is not sound effective in forensic. This is because it only loads the operating system of the device, which may be logged within the system (Engler and Miller 5). The last challenge is that some smartphones extractions are not supported by forensic dev ices. Therefore, chip-off, JTAG or flasher box extraction technique becomes necessary in this stage to enable physical extraction of data. Engler and Miller (5) argue that a logical analysis cannot be performed on an unsupported locked tool unless this capability can be limited. Indeed, smartphones forensics may result after varied years of research activities; thus the evolvement of Smartphone continues to pose persistent forensic challenges.

Opinions
Mobile devices have significantly become vital components in the daily lives of many people in the current society. These devices keep people in connection and play significant roles because they are portable, as well as, highly secure. The increased evolvement of Smartphones with varied storage capacities has supported forensic activities. However, my view is that the frequent hardware alterations and data volatility have hindered the effective performance of Smartphones in forensic activities. Moreover, even though Smartphones have been for a long time viewed as an effective device for forensic activities, the increased technology and higher rate of mobile insecurity have contributed to varied challenges. Many hackers have nowadays advanced hacking skills; thus they have become a threat to many large corporate industries, as well as hindered effective forensic research activities. Thus, it is effective for Smartphones Company to advance skills vital for reducing challenges that many Smartphones users are facing in the contemporary society.
Gay consumers are becoming a booming business in the current society. Marketing of have highly benefited from gay and lesbian business through advertising clap appeal to queer consumers. Gay, lesbian and bisexual (GLB) marketing has also benefited GLB employees, media and other non-profit groups. Marketing attention to GLB consumers has had a positive impact on corporate policies. The appeals of GLB market offer vital funds to gay media, support events and non-profits groups who are in need of sponsorship. Even though such companies have been reluctant of advertising GLB consumers, media have sponsored civil right groups and complement their advertising in gay media with event sponsorship.

The research study indicates that product spending (dollars) for GLB households is higher when comparing to average U.S household consumption (Drabble 12).  These offer significant opportunities to many manufacturing and retailer industries, which are capable of satisfying the needs of GLB consumers. The GLB offer new marketing opportunities for varied companies because they spend dollars on drinks especially alcohol, food and household commodities. The  research survey conducted revealed that shopping trips and product purchasing behaviors to GLB consumers is approximated at $50 average per shopping t rip versus $ 46 per U.S household. Therefore, the GLB consumers makes higher shopping trips that the average U.S households. Lastly, GLB travelers attract suppliers because they have a big-spending reputation. For instance, tourism companies or travelers companies have singnifcantly benefited from GLB consumers. This is because they are known for being great spenders for varied products some of which they purchase through online; hence benefiting varied companies.
Choosing a career is an effective decision that one should make. One can spend a lot of time at work; thus it is significant to make well-informed decisions and plan carefully by identifying the key interested areas. This may include choosing the roles or functions that one can perform, acquire knowledge and skills vital or necessary for the career, conduct a job search, determine career objectives and reassess career choice. Having carried a job search and obtained information from the job interview that I attended in one of the international development companies, I realized that varied skills effective for the job. I possess effective communication and listening skills which are vital in any organization. I always listen carefully and make judgment after critical evaluation of the problem; thus likely to reduce conflicts that may arise in an origination.

Besides communication and listening skills, I have learnt that effective teamwork, as well as controlling emotions is essential in the work environment. I am always read to work as a team and my future and I look forward to work in a dynamic organization that fully utilizes my potential and knowledge gained in classroom. Maxwell (34) argues that great leaders are the ones that embrace and work in a team; thus achieving success. Therefore, my aim is to deliver quality services and offer exemplary services; thus my biggest goal is to make clients happy since only if they are satisfied, then, I will also benefit from my work. My objective is to work in an organization that calls for total dedication, creativity, evaluation and effective decision; thus improving organizational performance level.


Introduction
In today’s workforce, almost managers have changed the management system by focusing on employ motivation in an organizational environment in order to meet the business objectives. Many companies have realized that employee motivation is one of the key strategies for increasing productivity in the company. Therefore, most human resources managers are nowadays committed to create organizational change through creating employee loyalty (Maitland and Thomson, 2011, p.32).  This is essential because it can enable employees to treat customers well; thus contributing to increased sales. Even so, in today’s working environment, many millions of employees are not motivated. Many of them face varied challenges in the work place because of poor management system. Others work in the poor health environment where there is lack of protective clothes, lack of adequate skills and working for long hours. Therefore, as the market gets more competitive, companies have now changed and designed job in a way that can enable the company to achieve a competitive advantage.

Thesis: Although many managers rely on money as a way of motivation, there is need to create a positive working environment, develop labour force skills and recognize the right behaviours of employees in order to increase the organization performance level.
Ways of Motivating Workforce and Its Benefits to a Company

     Many managers nowadays rely on money as the only means of motivating employees. However, there are varied ways through which managers can motivate employees in order to achieve a competitive business performance in the global market. One way through which managers can motivate their employees is through developing labour force skills vital for better and increased productivity. This is through offering effective training programs and recruiting employees with potential skills to perform a certain job. Cuny (2000, p. 71) asserts that successful leaders should understand the need of employees training programs and they should also recruit people with effective skills vital for performing a certain job. Career opportunities should be taken as significant as money, which employees make in the business. Thus, there is need effective training in order to develop labour force the vital skills for business benefits. Deloitte is one of the companies that are listed among the top 100 companies. This company offer and recruit employees with effective skills, as well as, have an individual development plan for meeting the needs of employees.

Secondly, creating a positive working environment can lead to increased productivity in a company. Creating a positive working environment is crucial because it makes employees more satisfied with their work. One of the main reasons that make employees to quit their working environment is because of poor working environment, harsh working conditions and other varied challenges. In most cases, many managers are unaware of their actions and decisions they make in the work environment. Cameron (2008, p. 123) reveals that an effective retention strategy for maintaining employees in their working environment is through providing training programs to both employees and managers. Proper manager training programs is vital because it will lead to effective recruitment and retention of employees in the work place. For instance, SAS, which is the largest multinational company, based in the United States that have increased their turnover because of progressive work environment. Smith (2013, pr. 8) argues that managers need effective skills and knowledge  vital for helping employees to understand the retention needs and increase employees engagement in the working organization. This is beneficial because it will lead to increased productivity levels in the company.

Recognizing, rewarding and reinforcing right behaviour is an effective way of improving productivity level in a company. MSG (2013, p. 2) asserts that motivation is essential because it can enable an organization to put human resources into action and increase the efficiency level of employees. This can be achieved through rewarding and recognizing the right behaviours of employees; thus enabling labour force to improve the organizational productivity level (Duchon 2013, pr. 5. Although money can attract people and lead to stability in the workforce, recognizing and offering incentive programs to labour force is crucial. For instance, Graham, the CEO co-founder of Rackspace business provides the key to successful performance of employees. Graham reveals the way rewarding and offering employees bonuses can motivate employees to work hard; thus enabling the company to accomplish their stated objectives.

Involving and engaging employees in decision making process or working together with employees as a team is another way of motivating employees. Many employees become contended with their work and also become active in the company when they are engaged in decision making process or work together as a team. Team building is crucial because it enables employees to improve their performance level because of accomplishing their task faster and effectively (Mayhem 2013, pr.6). For instance, Sony Company is one of the well known corporations that have increased their revenues because of increased innovative products. This is because the company has a unique way of motivating their employees through involving and engaging them in decision making process, as well as, treating everyone equal . James (2008, p. 433) offers some effective leadership strategies such as motivation and teamwork as valuable means for achieving competitive advantage in the company. Many leaders have made significant efforts of incorporating varied leadership strategies in order to meet the organizational needs. Northouse (2010, p. 24) also argues that managers need to examine their own traits since this will enable them to recognize their weakness or strengths vital for understanding the way followers perceive them in the work environment. This is crucial because it can enable leaders to engage or create good relationship with their employees; thus improving the industrial relations.

Conclusions
In conclusion, although many managers rely on money as a way of motivation, there is need to create a positive working environment, develop labour force skills and recognize the right behaviours of employees in order to increase the organization performance level. One of the effective motivation strategies that managers can employ is developing labour force skills. This is beneficial because it can contribute to increased productivity level in the company.  Secondly, managers should create a positive working environment as this will make employees to be satisfied with their work. Thirdly, there is also need to recognize, reward or reinforce right behaviour to labour force; thus increasing organizational revenues. Lastly, involving and motivating employees in decision making is effective; thus contributing to high performance level in the company.
Introduction
The IMF (International Monetary Fund) is an international association that was established in the year 1944, and later 29 member states joined it, in 1945. The main goal for its formation was to make exchange rates stable and reconstruct the international payment system after the WWII economic crisis. Various countries donate money through a quota system and those nations with payments imbalances borrow them for varied purposes. The purpose of the IMF is to work with an aim of advancing global financial cooperation, create high employment levels, emphasize sustainable economic growth, secure economic stability and reduce poverty levels across the globe. The stated objectives of the organization is promoting economic cooperation across the globe, improving the international trade among the member states, maintaining stable exchange rate, creating more employment and make financial  resources obtainable for their member states in order to enable them meet B.O.P ( Balance  Of Payment) needs.  

Literature Review and Discussions
 Delivering the stated objectives of IMF is vital because it will create conditions necessary for ensuring that the member states are well and truly to the part of economic recovery; thus achieving sustainable development. Therefore, IMF should implement effective strategic plan that will enable them to deliver their stated objective effectively.  First, there is need to enhance economic policy and encourage its member states to create a  coherent strategy in all sectors in order to meet the stated objective of the association. Encouraging countries to maintain economic stability is vital and this is through developing sound monetary policies. Although the economic crisis that resulted due to credit crunch issues have impacted economic performance of many nations, some of are still under economic recovery.  Blanco and Carrasco argue that it is the role of the IMF to encourage countries to adopt sound economic policies. This can be done through proposing rules that would require nations to comply with the conditions set forth by stabilization fund for accessing pool of currencies. This condition will create longer-term stability through disseminating economic and monetary policies; hence helping nations to overcome future economic crisis.

Building enhanced financial departments across the states for monitoring and assessing risks associated to financial stability is vital; thus maintaining public financial stability. Although the role of the states have changed and evolved in the recent decades, it is now apparent that good governance and financial monitoring are the key to the successful achievement of socioeconomic growth. Enhancing the member states to create an enhanced budget formation and spread the government bonds in order to achieve success is crucial. Mirandola (2011, p. 536) argue that one way of solving global financial crisis is to monitor and evaluate risks linked to financial stability. Many countries face varied financial challenges because of high public demand in the global economy. Therefore, reforming the government system, establishing higher accountability and transparency can create financial stability.

In addition, greater participation with other government institutions or agencies is one of the effective strategies for driving the economic growth and increasing employment level in the state. The IMF should emphasize on the need to greater participation with other government bodies through broadening the tax base and distributing the tax burden in a way that will create economic growth. Countries can implement tax policies which can promote fairness and competitive advantage within the member states.   Ailinca, Iordache and Milea also argue that internal institutional reform can improve the performance level because this will increase participation level; thus facilitate the international trade among the member states. Focusing on financial inclusion in order to enable easy access to financial services by citizens is vital. This can enable citizens to improve their business activities; thus reducing poverty issues within the state. 

  Mirandola in his article presents information about the effective plan that can bring economic reforms and help in streamlining the global financial imbalances. The author focuses on the need for improving the governance of international financial affairs and promoting organizations such as WFA (World Financial Authority) and WFU (World Financial Unit). The WFA plan is an organization that emphasizes on proper management of global liquidity and preservation of financial resources (Mirandola 2011, p. 441). Many countries face varied challenges in n attempt of achieving the development goals; thus the IMF should encourage their member state to implement economic reform strategies vital for achieving economic growth. Promoting economic cooperation is also significant and this can be achieved through working together as member states.

Fostering sustainable, economic and social development is crucial, and this can be achieved through developing efficient, transparent, accountable and participatory governance. Developing effective policies for creating sustainable development in the key areas is crucial because it will enable countries to improve their economic and social development. The IMF should help their member countries to make effective adjustments in order to restore B.O.P equilibrium. This can be achieved through establishing flexibility in the currencies and they should be efficient and transparent. Encouraging the member states to be accountable for every aspect will contribute to social and economic success. In order for the IMF to fulfill their objectives, they must obtain resources through quota subscriptions from their member countries. The quota subscriptions depend on the size of the member state and the significant of its currency globally.     

Broome argues that implementing effective strategies for managing financial crisis is vital in an economy. Therefore, IMF should implement poverty eradication strategies across their member states because poverty eradication is one of their main objectives. Poverty is one of the problems that have hindered many developing nations from achieving their stated objectives that aims towards economic growth. The World Bank and IMF should implement effective poverty reduction strategy and encourage developing nations to create a strong poverty-focused government by implementing their own strategies for fighting poverty issues. They should engage the population in poverty eradication process and create a comprehensive plan that aims to reduce poverty levels. Many developing nations have been unable to meet the millennium development goals because of poor implementation of strategies. Therefore, the IMF should offer a detailed country’s plan in detail that aims in promoting growth and reducing poverty within the specified period.

One of the major issues impacting the member states from achieving economic growth and maintaining financial stability is increased corruption and poor financial regulations.  Haynes critically examines the evolving surveillance mandate of the International Monetary Funds from both legal and policy perspectives. The author contends that while financial regulations have been significant, there is need for structural adjustments in lending activities in order to maintain financial stability. The structural adjustments and policy reforms should be transparent and every nation should be accountable for the money used in economic development activities. Transparency is the only way of curbing corruption; thus enabling countries to improve their performance level. This is crucial because cases of corruption is rampart especially in the third world countries; thus impacting the effective roles of IMF in creating economic development.  Therefore, the IMF should encourage the member states to conduct monitoring and evaluation of projects in order to ensure that funds are well utilized in development activities. This will enable them to track the way funds are being used; thus moving towards economic growth.

Conclusions
In conclusion, there is need for the IMF to enhance economic policy and encourage its member states to create a coherent strategy in all sectors in order to meet the stated objective of the association. Building enhanced financial departments across the states for monitoring and assessing risks associated to financial stability is vital; thus maintaining public financial stability. They should encourage countries to highly participate with other government institutions or agencies because this can drive the economic growth and increase employment level within the state. Fostering sustainable, economic and social development is essential, and this can be achieved through developing efficient, transparent, accountable and participatory governance. Lastly, they can also implement poverty eradication strategies with an aim of eradicating poverty level across their member states.

Abstract
The research paper analyzed critical issues facing Steve Madden organisation and revealed varied issues that needed to be addressed in the IMC campaign. The researcher identified also critical challenges including economic challenges, competitive issues and communication challenges. The project outlined some of the communication objectives and communication campaign categorized audience in terms of demographic, geographic and psychological factors. Some of the selling ideas were analyzed and the key benefits for major selling ideas were revealed. Varied communication objectives were provided and the research analyzed the targeted market. Major selling ideas and the key benefits were included, as well as, the conclusion, which provided a short summary of the research paper. 
 
Introduction

Steve Madden, which is a recognized footwear brand face varied challenges that need to be addressed in the integrated market communications (IMC) campaign. The choice of product promotional blend required for communicating to the target market or audience should be integrated well because of varied techniques available in the market. Scholars have attempted to reveal the significant of integrated marketing communications as a marketing strategy for increasing organizational sales; thus implementing communication objectives is also imperative (Barger and Labrecque, 2013). The paper analyses critical issue facing Steve Madden organisation and reveals the issues that need to be addressed in the new campaign.

Part 1: Background Analysis

There are varied critical issues facing the company and that need to be addressed in the IMC campaign. One of the main fascinating problems in marketing is the implementation of communication messages, which is poorly done. Many companies fail to create an appealing message for advertising their products in the ever competitive business world; thus they fail to achieve their business objectives effectively. Advertising is one of the effective business strategies for meeting the demanding needs of the targeted market and also increasing the sales of the company. Billions of companies have attempted to incorporate technology in business process such as use of social media services such as Facebook, Twitter and many others but most of them have ended up failing due to poor communication messages. Hartley and Pickton (2000) argue that an integrated marketing communication requires a new way of thinking in order to achieve the demanding needs of the targeted customers. The IMC will address the significant of developing an effective advertising strategy, need for defining advertising objectives and also setting advertising budgets in order to meet the demanding needs of the organisation efficiently.
Another critical issue facing the company that should be addressed in the IMC is competition. Competition is one of the major challenges impacting organizational performance in many industries across the globe. Among the major competitors of the Steve Madden include Nike, Nine West and BCBG who also targeted varied customers in the market. However, the competition issue will be addressed and the audience will be addressed about varied ways of competing with their competitors in the competitive market. One of the effective ways of competing with the competitors is through use of effective pricing strategy or product promotion or differentiation strategy. However, employing Porter’s five forces that shape the industry competition is vital because these forces can enable the company not only to determine their profitability but also achieve a competitive advantage.
Lastly, the company also faces economic challenges owing to the economic downturn of 2007 to 2008.  The economic problem has contributed to increased rates of unemployment levels and overall slow growth in the company; thus these challenges will be addressed in the IMC campaign. The high costs of labor and increased technology advancement are among the aspects of economic challenges that will be addressed in the IMC campaign. There is need to expand the industry and also offer significant training programs in order to enable employees become productive.

Part 2: Creative Brief
Communication Objectives

Communication objectives are significant because they serve as the bench mark for sending information to the public about product and services offered in the market. The objectives should be realistic and the marketing objectives should be translated into communication objective; thus situation analysis will offer valuable information about communication objectives. Finne and Gronroos (2009) point out that marketing communication should have clear objectives which are attainable and measurable. Therefore, the following are some of the communication goals that the company will employ.
•    To increase sales by 10 percent and this is through creating brand awareness for the company.
•    To encourage consumers from the targeted market to purchase products form the company.
•    To segment market into varied group characteristics through employing media strategies or tactics in advertising in order to increase customer involvement with brand; thus increasing sales.
•     To employ effective selling ideas that can enable the company to increase their sales in the competitive business environment.

Target Market
Target is very significant for marketers because this helps them to select communication media and effective channels for delivering their brand message. It also builds brand commodities that suit the needs of varied groups of consumers and prevents wasteful time coverage. Target market can also enable the company to create and deliver effective message to a particular consumer group. The communication campaign will categorize audience in terms of demographic such as age, sex, religion, education, culture and many others. Therefore, the CIM will target varied range of people including kids, women and men. The major core market segment for the campaign ranges from 16 to 45 years of age, girls aging 6-21 years and men aging 20-40 years. It will also target older women and men of 55 years and above. It will also categorize them in terms of geographic location and also psychographic analysis such as the lifestyle and beliefs of the audience.

Major Selling Ideas

    Many people have great marketing ideas for brand products and services by the lack means of getting them to the market. It is vital to employ and define effective marketing ideas in order to enable the company to increase their sales and revenues. One of the significant selling ideas is creating patent for brand products that are distributed in the market. Copyright or patent rights are significant because they create brand awareness and protect company from competition. The use of patent rights as a selling idea will enable the company to increase brand awareness by 10 percent; thus enabling them to achieve their intended objectives of increasing sales effectively.
    Secondly, the company can create their websites, blogs and utilize social media sites for product promotion in the market. The use of Internet and other social media sites are vital because they can enable the company to reach many sellers across the globe within the shortest time possible (Barger and Labrecque, 2013). For instance, a direct mail will be sent to varied clients by utilizing a mailing list delineating the aforementioned market segments, which are residing within 50 miles of the store to a day of free children-friendly Easter activities.
    Lastly, employing direct marketing tactic in order to increase sales and one of the significant examples is the Easter event because this is a costlier option, which provides the most opportunity for brand awareness and creating publicity of the company throughout the community. The expectation is to increase product sales to the specified percentage increase in the number of regular customers and the use of exhibitions for product promotion will be employed to meet the demanding needs of consumers effectively. Use of direct marketing strategy allows for more accurate measure of effectiveness of the IMC better than any other tactic (Hackley, 2010).

Key Benefits
The target market should believe the major selling ideas because such ideas such as the use of patent rights will protect the company’s new brand from infringement by other companies. This is vital because brand protection will enable the company to increase their sales and achieve a competitive advantage in the market. Another benefit of using selling ideas especially the use of social media networking sites is that the company can reach many customers in shortest time in varied geographical areas. The use of direct marketing tact is also beneficial to the company since it can offer them an opportunity for creation of brand awareness.

Conclusion
In conclusion, the research examined the critical issue facing Steve Madden organisation and revealed the issues that need to be addressed in the new campaign. One of the most fascinating problems in marketing is the implementation of communication messages by employing advertisement strategy. Other critical challenges identified in the project included competitive issues and economic challenges. The research outlined some of the communication objectives and communication campaign categorized audience in terms of demographic, geographic and psychological factors. Some of the selling ideas were identified and the key benefits for major selling ideas were revealed. 

References
Barger, V. A., & Labrecque, L. I. (2013). An Integrated Marketing Communications Perspective
on Social Media Metrics. International Journal Of Integrated Marketing Communications, 5(1), 64-76.
Finne, A., & Gronroos, C. (2009). Rethinking Marketing Communication: From Integrated
Marketing Communication To Relationship Communication. Journal Of Marketing Communications, 15(2/3), 179-195. doi:10.1080/13527260902757654
Hackley, C. E. (2010). Advertising and Promotion: An integrated Marketing Communications
 Approach. Los Angeles: SAGE.
Hartley, B., & Pickton, D. (2000). Integrated Marketing Communications Requires A New Way
Of Thinking. Journal Of Marketing Communications, 5(2), 97-106. doi:10.1080/135272699345699.
Keller, K. (2001). Mastering the Marketing Communications Mix: Micro and Macro
Perspectives on Integrated Marketing Communication Programs. Journal Of Marketing Management, 17(7/8), 819-847.




Introduction
Job term negotiation particularly negotiations for benefits and salaries have become the significant aspects for negotiation. Although salary and benefits will not be early as effective possible options, there is a need to ask in case the salary is negotiable. Sometime job term negotiation can make an employer to withdraw the job offer and choose someone else, but having an effective negotiation plan and negotiating correctly will enable one to achieve his or her personal negotiation demands. The scenario for this prompt is to create a job negotiation plan over the job term offer to Leslie Lee, who was offered a job in Purezza Pharmaceuticals. Negotiation for job offer takes into considerations many aspects and parties involved attempt not only to put first their own interests or benefits but also prioritize elation concern through seeking areas of common ground.Therefore, the underlying interest behind this research paper is to offer an effective job tern negotiation plan that Leslie Lee would employ in order to meet her demanding needs in the job term negotiation process.

Goals/Objectives
The aim of the negotiation plan is to determine the type of insurance plan being offered in the company.
• a very brief statement of your underlying interest (why am I here?),
• your goal/s and objectives and
• the target point/s and opening offers that flow from those goals and objectives.
• your BATNA and your resistance point
• a concession plan (how you plan to concede, offer by offer)
• some notion of a frame and ‘framing statements’
• a few questions you will need to ask and answer

Reference 
Abrams, R. M. (2010). Hire your First Employee: The Entrepreneur's Guide To Finding,
 Choosing And Leading Great People. Palo Alto, Calif: Planning Shop.
Tucker, G., & Tucker Associates. (2000). Negotiating The Job Offer. Santa Clara, Calif: Tucker
 Associates.


Thursday, October 10, 2013

Social networking industry has received a significant amount of consideration in the contemporary society because of personal and business purposes. This is because of increased technology advancement; thus companies are now looking for means of utilizing technology in business activities in order to achieve a competitive advantage. Hence, many companies have made efforts of designing the company websites, and they connect them with the social media services in order to increase their revenues. Company websites are essential because they help companies to advertise through online the brand products that they offer to customers in the market. However, an organization should employ effective strategies and design effective websites that can enable them to meet the expectations of consumers. This is because many companies are nowadays utilizing social networking sites and they have created websites with unique features. This is vital because it will enable them to take advantage in the competitive global market.

Facebook is one of the most thriving social networking websites that have become popular in the contemporary society. Many companies are nowadays utilizing it for advertising the product they offer to customers in the market. Therefore, the main objective of Facebook networking site is to connect people across the globe. Hence, the company may use it in designing a website with similar features that would enable them to take advantage in the global market. The company should focus on performance measurement that includes quality services, cost of offering products to customers. This is essential because it will enable the company to design website with unique features that will enable it to meet their targeted customers. Organizational managers always take into considerations quality of brand services they offer in the market because they need the organizational goals effectively.

Moreover, taking into considerations organizational capability is crucial when designing a company website. Arden (2012) argues that an organization capability is concerned with issues of quality product improvements, responsibilities, the internal or external service offered to consumers, and the flow of valued added task. Therefore, when designing a company website, there is need for allocating resources effectively and jointly examine the principle resource based needs on task flow in order to create value to consumers. The resource based view of the company can enable the company to understand the profitability level and the way they should establish strategies for competitiveness. The company managers should recognize the issues that may arise and address them. This is through problem solving method but focus on customer requirements and the required work flow in the company. This will enable the company to design an effective website that will enable them to meet the expectations of customers; thus adding value for improving the market.

Grant (2011) argues that the capability of the company to adapt to changes in its environment depends upon their capacity to predict such changes. Therefore, it is significant for the company to analyze the scenario in a systematic manner through taking into considerations the way the future might unfold on what the management understands about the current trend. Scenario analysis is rethinking process for communicating about the future; thus it will help the company to become successful in the global market. Black and Gregersen (2008) point out that the company can achieve their stated objectives through creating change in an organization. Thus, changing organizations should begin with changing individual behaviors in the company in order to enable them become productive. Many small and large companies have made attempts for creating organizational change. Thus, the perfect way to motivate employees is through changing their cultural behaviors. This is because organization culture may impact an organization in case the management does not take it into considerations seriously.

The company’s basis for formulating its strategy is based upon porter’s five forces. This strategy demands that demands organizations to take into considerations factors influencing the organizational performance. Many companies including Facebook are nowadays carrying out SWOT analysis in order to determine the factors influencing the organization performance. Therefore, before design the website, it is crucial for the company to analyze the internal factors in order to determine the strength and weaknesses. They can also analyze the external to determine the opportunities and threats in an organization. This is essential because it will enable the company to implement strategies effective for responding to such factors in order to achieve a competitive advantage. For instance, honest and maintaining customer privacy is among the core strengths for the company. Determining organization strategy is effective because it will enable the company to build a roadmap presenting the future. Thus, employing SWOT and other marketing strategies will offer the company competitive tactics for gaining market advantage over their competitors.

Deephouse (2000) reveals that implementing a strategic plan is vital because the company will only achieve their stated objectives through implementing a strategic plan. Strategic plan and SWOT analysis are essential because changes may take place; hence the company will be able to respond to such changes. However, taking into considerations corporate social responsibility is vital because being socially responsible contributes to better performance in an organization. Grant (2011) points out that social responsibility will enable the company to support enviable behavior. This will enable an organization to perform their roles effectively; thus achieving competitive advantage.

References
Arden, E. (2012). Organizational Capabilities. Retrieved on October 16, 2012 from
http://www.1000ventures.com/business_guide/crosscuttings/capabilities_corporate.html
Black, J. S., & Gregersen, H. B. (2008). It starts with one: Changing individuals changes
organizations, 2nd Edition. Upper Saddle River, NJ: Pearson.
Deephouse, D. L. (2000). Media reputation as a strategic resource: An integration of mass
communication and resource-based theories. Journal of Management, 26(6), 1091–1112
Grant, R. M. (2011). Contemporary strategy analysis, 7th Edition. Chichester: Wiley.

Wednesday, October 9, 2013

ASDA is a Britain supermarket chain which retails clothes, food, general merchandise and financial services. ASDA became a supplementary of Wal-Mart, an American retail giant.  In 1999, it was the world’s largest retailer and the second largest in the United Kingdom by market share. The supermarket’s grocery market in the United Kingdom stood at 16.5%. The marketing promotion of the company is typically based on price. It promotes itself under the slogan “Britain’s Lowest Priced Supermarket”.

ASDA was late to introduce internet shopping, but is taking on it with the passion of change and now have 97% coverage around the United Kingdom for its home shopping service. With its customer commitment strategy, it is confronting the recognized pioneers at Tesco while also coming up with flexible and new ways to shop. The lots of facilities such as travel agents and coffee shops bring customers to the supermarket. The supermarket sector is extremely competitive thus, making ASDA introduce multichannel retailing, and it seems that they may do the same with the normal use of social media by retailers. The policies are intended to make ASDA the 2nd supermarket in the food market and market leader in general merchandise in the UK.

ASDA have made it easy for customers to check prices after a shop by use of their online website or in-store by use of their iPhone application and as part of this practice the customers are able to register their email addresses. The company’s new service allows customers to buy groceries online by use of their mobile phones. The mobile site includes a mobile store locator, with directions and maps also features on the main Asda.com grocery website.

They are connecting purchase data to customer data by creating the ability to run their loyalty programme. The ability to connect transactional data individual customers gives ASDA an increased insight on customer base and allows them to start mining this data in ways which retailers like Sainsbury and Tesco now take for granted. The programme creates a purpose for customers to relate with the retailer online website and on the move, recurrently reinforcing the ASDA price promise. The company has also made it easy and simple for customers to login to the website. All stores have table-talkers illustrating how to log in to the site.

Since ASDA sells a wide range of different products, the flexibility may not be as good as competitors. Also, a lot of workers in the company can be an internal weakness, particularly in case of a strike. By ASDA becoming a subsidiary of Wal-Mart, threat lies that they may lose their brand name and customers may lose interest. Competitors such as Tesco and Sainsbury who are immensely strong in the market can take advantage of the company’s weaknesses. The UK/EU legislation stops them from carrying out monopolistic practices; thus, the company expansion may be hindered.

The supermarket’s suppliers of raw ingredients and food producers use an application known as Web tracks to ensure that everybody in the supply chain utilizes a single set of data. Own brand products are ever crucial for supermarkets. More than 45% of the leading five supermarkets’ sales come from the products in UK.

ASDA will make use of stores making bigger its fledgling chain of small shops and strengthen its position as the United Kingdom’s 2nd food retailer after Tesco. The supermarket, with more than 540 stores, has established a price assurance scheme which permits customers to check receipts and be given a refund if the ASDA shop is not 10% cheaper than its competitors.
There are several approaches to which companies can build customer trustworthiness. ASDA uses an appropriate approach in building the relationship with customers by doing positive things in the society. These actions help ASDA distinguish and create a distinctive image of the company in the market place.

Introduction
AHA (American Hospital Association) is a national organization that symbolizes hospitals and healthcare networks, also their patients and communities. For generations, American hospitals have been severely affected by the economic crisis. According to hospital reports it is clear that the hospitals have been recording declining financial problems and decreased patient admissions. The hospitals’ money has become more scarce creating a risk that the hospitals might be closed. Hospital and health policy CEOs are so concerned about the impact brought about economic downturn not only on their institutions and employees but also to the population at large.

Effects of the current economic situation on Hospitals
Hospitals and health care are an essential part of the economy. New private sector jobs are created annually. Hospitals alone employ a lot of people regardless of the economic situation affecting them. AHA way of facing current challenges i.e. by relying on its foundation of employees. Annually AHA releases reports that show current information on both health and hospital trends. These reports are made available through AHA’s TrendWatch Chartbook.

The impact of the current recession on hospitals around the country has costed the country a lot. People losing jobs and finding a reemployment in Medicaid programs. Medicaid is a program funded by the states and it account’s to 25 percent of a state’s budget.  Before the economic crisis, enrollment in the program was increasing, an effect now being accelerated by the poor economy. Patients are also losing their health insurance.

The current crisis will challenge the survival of some hospitals. The capital crunch is making it difficult and expensive for hospitals to finance facility and technology needs bringing the risk of closure. The economic climate has few patients going to hospitals. Consequently, 53 percent of hospitals reports show that there are decreased Emergency Department visits. With the increased dependency on government payers, decreased patient visits across the country more hospitals are reporting negative total margins. Financial health is becoming worse as patients seek less care and investment gains turn to losses. With shortage in drugs increasing, the American Hospital Association (AHA) took a survey on its members and found out that shortages have affected normal patient care in hospitals. The survey conducted reveals that most of the hospitals are in short of drugs.

Goals and Strategies
The crucial question, what should be put in place to ensure that hospitals do not close due to the economic crisis. For hospitals to withstand the situation a number of things need to be done, At first a hospital needs to monitor productivity and resource consumption as it is one of the largest expenses for hospitals. Therefore, there’s need to monitor and control expenses to avoid misuse of finance. The hospital considers what the patient will require to ensure that patients are receiving the highest quality care while on treatment. It is for the benefit of the hospital to have better financial oversight and management because through that they are able to regulate finances thus preventing bankruptcy.

Hospitals need to increase or change the quality of services they provide for them to compete in the market. Hospitals can also withstand economic crisis through consolidations and acquisitions achieved by merging with stronger facilities. 

Economic downturn is forcing hospitals to consider making changes such as cutting staff, benefits and services to weather the economic storm. Hospitals all round are so determined in finding ways to save money and in this case they may have to cut staff due to financial difficulties.

Uninsured patients are provided with uncompensated care by charging uninsured patients for non-emergency treatment. Hospitals charging fees for non-emergency room services tend to divert patients from using the emergency room department. According to hospital reports, uncompensated care costs total up to 41 billion annually which is a significant loss to the industry.

Similarities and differences

Hospitals are less affected compared to other industries because the state has programs such as Medicare and Medicaid for hospital staff to seek reemployment. The programs cover about half of the patient care provided by hospitals. One notable factor for the health care industry is the potential impact that Medicare reimbursement will have on operators.

Hospitals and healthcare and other industries both face financial loss. Capital becomes tight and recovering the impact it will take time.

Opportunities for hospitals brought about by this economic environment
Healthcare industry is among the safest sectors for employment regardless of the economic downturn they face. The hospitals industry is an economic mainstay thus providing stableness and growth in times of recession. Health care has contributed in providing an average of 24,000 jobs per month. 5.4 million People get employment opportunities from hospitals and they create more than 2.2 trillion dollars of economic activity

Conclusion

When hospitals are unable provide services efficiently it can have a devastating effect the quality of health care in the United States. Economic crisis can cause hospital closure and this can result to loss of quality life. Even though there are solutions to the economic crisis but the solutions are limited and can only fix some problems. Health reforms will have to consider changing the financial conditions of the hospitals but the future for sure is still uncertain. Current health care bills show strong help for government programs like Medicaid and Medicare. This may hurt hospitals which have been experiencing financial problems due to low reimbursement. If the levels of reimbursement will be improved, hospitals will acquire enough capital to continue their normal day-to-day operations. The challenges brought about by the economic crisis are extremely felt in the industry and the best way through the situation is to balance the medical needs of the entire community. Fortunately, recessions are not permanent and it is a blessing that we have dedicated medical staff.

References
Harrington, C., & Estes, C. L. (2008). Health policy: Crisis and reform in the U.S. health care delivery system. Sudbury, Mass: Jones and Bartlett Pub.

Moynihan, R. (2009). Focus on health policy in times of crisis, competition and regulation, evaluation in health care. Gütersloh: Bertelsmann-Stiftung.

Rakich, J. S., Longest, B. B., & Darr, K. (2010). Cases in health services management.    Baltimore: Health Professions Press.

Woolhandler, S., & Barsamian, D. (2000). The health care crisis. Boulder: Alternative Radio.

Workplace diversity is a people matter, focused on the similarities and differences that people convey to an organization. It includes dimensions beyond those prĂ©cised legally in equal chances and assenting action non-discrimination statutes. Diversity often includes dimensions which manipulate identities and views that bring such as education, geographic location, parental status and profession. Diversity is considered to be inclusive of everybody. In several ways, diversity inventiveness compliment non-discrimination acquiescence programs by creating the workplace organizational culture and environment. It is all about gaining knowledge from others who are not the equal, about respect and dignity for all, and about making workplace environments and   practices that give confidence in learning from others, thus confine the advantage of varied perspectives. Diversity is not a tolerant ideological movement, to resisted or supported. Rather, it is realism in present day business environment. If diversity is managed well, it provides benefits that boost success.

Most populace would be in agreement that cultural diversity in the work place uses a country’s abilities to its fullest, and contribute to the general prosperity and growth. America, being a country of immigrants, has extremely culturally diverse population consisting of individuals from each part of the world. Logically, people have to work; thus, the workplace has turned into multicultural and multiracial. A lot of organizations face changing demographics in their staffs and their marketplaces. (Michael, 2009)

One feature of cultural diversity is racial. All American generations consist of many races. The commonality is they all are Americans with knowledge and valuable spirit. In various parts of America, demographics are variables and organizations are discovering that minorities consist of a large part of their workforces. America is a state that absorbs a lot of immigrants annually. As people make their way to the workforce, they arrive with a lot of abilities and skills, and also differences. In various cases, employers may discover that their immigrant employees have language and cultural gaps that need to be overcome. Normally, managers, co-workers and employees play a position in addressing challenges in order to make certain overall business success.

Many Americans come up with rich cultural inheritances from their immigrant great-grandparents, grandparents or parents. Everyone brings understandings, insights and perspectives formed by the cultures and ethnicities of their kin and upbringings. Regularly, individuals bestride cultural lines, holding both their identities, as well as their cultural identities dear to them. Managers and co-workers need to value both personalities in a person and be, at the least, contented with these differences. Smart employers recognize a way to take advantage of a diverse workplace. For instance, team members with familiarity of several languages can be an advantage in an internationally based organization or in communicating with some parts of the domestic populace. Culturally, diverse workers may have ideas on services, marketing approaches and products that will plead to the people of their cultures. Everybody will bring new approach and perspectives that may assist sift out flaws, make innovation or restructure systems.

In this 21st century, valuable leadership can be defined partly as having the capability to persevere and adapt in different cross-cultural environments. In an increasingly globalized surrounding, leadership needs a devoted capacity for utilizing and understanding cultural diversity to build successful companies. The once all the same cultures of the world are challenged with the introduction of tastes, values and preferences from a new world of employees and customers. According to Michael he rests on the recognition of intercultural competency as an essential part of the current leadership model. Every association is a cultural construct and culture is imbedded to the means people do business. Thus, past leadership models failed because they did not give culture sufficient attention. (Michael, 2009)

Although, when mismanaged or ignored it brings obstacles and challenges that can hold the organization’s ability to succeed. At its foundation, diversity is concerning exclusion and inclusion. The basis for successfully leveraging diversity lies in defining it in an inclusive and broad way. Organizations that define diversity involve all dimensions of differences and similarity around which there are exclusions and inclusions that influence the business, discover that there is better buy-in and strategic importance.

There is also a strong business case and less opposition when all in the business can see themselves reflected in the description and can recognize exclusions and inclusions that play out in the business each day through assumptions, differences in treatment, stereotypes, attitudes and preconceived expectations. The layers of diversity can be used in numerous organizations across countries to frame the matter and encourage involvement and discussion in managing diversity. The several dimensions of diversity   around which there is exclusion and inclusion are portrayed in four concentric circles. Behavior, relating to individual characteristics and style, is in the center. Whether an individual is an extrovert or introvert, expressive or reflective, a doer or a thinker, methodical or quick paced, for example, all manipulate how the person will get along with others, treated and growth in the organization.

The internal dimension which is the second layer consists of six aspects of individuals over which there is little control. People’s age, race, gender, sexual orientation, physical ability and ethnicity are for the most part, not options, yet they control treatment in organizations, the responsibilities people play in life, and the anticipations of the people. The external dimension, which is the third layer, consists of those that are as a result of life choices and experiences. Aspects such as education, work experience, religion, recreational habits and marital status are areas around which workers can disconnect or connect, be disrespected or respected, depending on how people see and use these dimensions.

The last layer, which is Organizational dimensions, comprises those aspects of differences and similarities that are part of work in the business. These dimensions affect both productivity and employees of the organization. There is no difference that can be made if somebody is an entry-level employee or a CEO, in manufacturing, human resources, in marketing, or customer service, a union shop steward or a manager.

All the aspects stand for areas in which there might be common ground and similarity as well as the differences. The differences have the possibility to bring new ideas, viewpoints and perspectives required by an organization, if well managed. Though, they can sow the seeds of misunderstanding and conflict that disrupt productivity and teamwork and hinder success, if not well managed. To develop the ability to control this difficult set of differences, organizations should have a strategy and framework.

Since America is mainly the varied nation and various mainstream aspects are not relevant to the majority, taking on diversity is essential to a work environment and a harmonic community. The aged way of thoughts should be left behind and stress placed on understanding ethnicity and individuality. Thoughts concerning ethnicity and culture once gripped must now be viewed as outdated and inappropriate. The new way of thoughts will go on to break in business environments as a result of modifying demographics.

Differences between diversity and affirmative action are vital to understanding present business environment. Affirmative actions are regulations, programs, laws and steps applied in the USA to increase opportunities for promotion and hiring, the awarding of government contracts and college admissions. Affirmative action is lawfully driven and is concerning the effort to attain equality of opportunity through focusing on precise groups. Confirmatory action is about taking affirmative steps to stop discrimination. The idea of diversity focuses on a wide set of issues that does affirmative action. Variety efforts concentrate on running the workforce that one already has, which just ensues to be different in its dimensions. Diversity is not government authorized, though; valuing and managing diversity gives an organization an aggressive edge.

For an organization to be in a position to deal with the difficulty of diversity culture change, it has to focus on three arenas. This includes; organizational policies and values, managerial practices and skills, and individual behaviors and attitudes. The individual behaviors and attitudes requires workers to do some intrapersonal work that involves recognizing their beliefs and attitudes on a broad range of topics such as how they think of numerous languages spoken in the workplace. Adjustment in this arena needs acknowledging and identifying the thoughts that come from these differences and the final result of behaviors.

For example, if ones attitude toward some things is uncommitted and shallow, it is likely the behavior will be standoffish and unresponsive. These behaviors will finally affect organizational culture, outreach and honesty to fellow employees. Also, it will affect services delivered to customers.

The 2nd arena in which transformation needs to occur is of managerial skills and practices. The core of this change is the acknowledgement that one method of management is not healthy at all. Managerial application must be customized to fit a broad range of employees. Depending on one’s traditions, e.g. feedback concerning performance may be conveyed directly, or given in a more oblique and subtle way, occasionally with the assistance of a cultural interpreter or an intermediary. The 3rd arena of alteration that is expected to successfully leverage assortment involves changes in organizational policies and values. This locale is the most intricate in which to make progress, and we have viewed the least achievement here. Altering the promotional scheme, e.g. how individuals are recruited and hired to form a broader talent pool and an equitable organization, needs intricate work that has several steps.

References
Moodian, M. A. (2009). Contemporary leadership and intercultural competence: Exploring the cross-cultural dynamics within organizations. Los Angeles: SAGE

Kochman, T., & Mavrelis, J. (2009). Corporate tribalism: White men/white women and cultural diversity at work. Chicago: University of Chicago Press.

Fine, M. G., Johnson, F. L., & Ryan, M. S. (January 01, 1990). Cultural diversity in the workplace. Public Personnel Management, 19, 3.)

Stockdale, M. S., & Crosby, F. J. (2004). The psychology and management of workplace diversity. Malden, MA: Blackwell Pub.

Albrecht, M. H. (2001). International HRM: Managing diversity in the workplace. Oxford, UK: Blackwell Publishers.

Zipcar is a car sharing company founded in 1999. The company has operations in Boston, Washington and New York. It possesses more than 250 cars and 10,000 members. Zipcar represent a grand chance and fills a real need between taxi service and rental car service. The company focuses on dense urban residential areas more specifically where a lot of people do not own a car, as they get turned off by high parking fees, high maintenance cost, vandalism and accident prone infrastructure. It is a venture that offers convenient on demand way of transportation. Zipcar provides the experience and convenience of driving one’s car, therefore, can simply compete with extra mass transportation services, where customers’ wants cannot be simply met with other options of transport. Wants such as errands (driving to and from school) and short trips within the country are not offered by other services or might cost a lot.

Its future and growth is firmly coupled with the service familiarity and operational effectiveness as well as its capability to sustain its customer base. Zipcar offers a service to their members that vary from other car rental companies. The main difference is the user expertise. Cars are suitably located in dense inhabited areas as parking is reserved for the company. In such areas finding parking may be a significant problem. They provide a practical service that would not be probable to build, manage, scale, or maintain without technological infrastructures such as the internet. Zipcar has also developed a sense of community among its members by use of listserv and online newsletter along with their workers, almost basic marketing strategy. This has helped the company establish a strong brand image. Communication, technology and brand image, play a vital role in Zip car’s strategy.

Zipcar was once interested in building a company with a long period growth potential. The company had striving targets, but founded a realistic strategy, and it did not go far. When they established themselves in Boston, they created a basis on which the company could develop by investing much in developing its technology as an essential part of the business. The company’s technology has allowed them to provide quality, convenient and quick service to its customers. Furthermore, as demand rises, the company has made sure to have enough cars for them to keep up customer satisfaction.

The other funds were devoted in creating uniqueness and building the company’s brand. The new service faced little real competition in Boston - its target market. A business model was established for the company to expand. Taking on the car-sharing model was a challenge in the American Market place. Zipcar needed to make basic improvements to existing models as they create a market for a product that the U.S had never received. The company accumulated unnecessary expenses in their attempt to diminish risks.

Zipcar must maintain its technological leadership as it is the basis of its business. That is why the R&D department is essential to the company. Although there were some problems with the management team and the R&D department, Zipcar revised the problem after they realized that its strategy and corporate culture did not correspond to that of the department. The company’s strategy has been relatively successful. Zipcar has entered into quite a few partnerships with universities in its markets such as George Washington University, Harvard and University of North Carolina. The partnerships, especially with the universities have been successful for both parties. They provide free and cheap parking for Zipcar.

Zipcar has been the better option of partners because of its booming track record, easy to use technology and advanced web based reservation system. The company is less concerned on transactions and more concerned on establishing a village of customers with a powerful sense of community spirit.
Introduction
Strategic planning is an administration tool that assists an organization to focus its energy, to review and amend the organization’s way in reaction to a varying environment. It is an effort to come up with essential decisions and measures that shape and direct the activities that take place in the organization. Every top company knows that strategic planning is significant to their competitive gain and lengthy success. By widening the use of strategic plans, all members of an organization can boost the efficiency of the company by up to six times.

The process involves planning since it involves setting up the best means to respond to the situations of the organization’s environment. The circumstances may be recognized, or not but the company has to be prepared to survive with hostile environments. During strategic planning, get organized, carry out an environmental evaluation, develop a vision, build up the mission statement, come up with strategies, organize the strategic plan, endorse the plan, execute the plan and finally, examine or update the plan.

Developing a strategic plan is not hard. It will only take a number of thoughts and some response from customers and others. Business ought to be regularly acquired response from suitable groups on a continuous basis. The procedure of creating a strategic plan should be worthwhile, for all concerned and typically helps improve stronger communications among members of the strategy planning team.

Discussion
The National Library of Australia uses the Information Strategic plan that delineates the Library’s strategy for the growth of its information technology services and infrastructure. To ensure well observation of the strategic plan, revision of the strategic plan takes place every year.

There were many strategic objectives that rose including improving the methods linked with choosing and getting original materials through enhanced computerization and workflows. Also, increase the level of digitalization of printed Australian materials. They needed to introduce a new online service (named Trove) so as to integrate all the obtainable information through the existing discovery services. In addition, they wanted to build up the technical infrastructure so that they can extensively enlarge the compilation and maintenance of born digital content.

The Library faces serious confront in undertaking its preservation and collecting tasks in the digital era. The absence of a funded program to deal with the full range of the necessities, the Library faces serious and pressing issue with Information Technology systems that support the library activities.

The technological and software systems that the Library uses to gather, store and control digital materials are coming up to the end of their valuable lives and are becoming incompetent and complicated to maintain.

The systems and software used in the Library to sustain its digitalization workflows and bring digitalized compilation items online are starting to fail to meet the day to day evolving requirements. Another issue to deal with is the need to develop software tools that can hold up the management and preservation of the growing digital collection in the library. During the time of the strategic plan, the Library will need to think about the future of its Integrated Library Management System and come up with a substitute strategy for this hub Library System. They also need to come up with technologies and trends that are essential to the Library and the possible threats, opportunities or modification for the Library entailed by the trends over the next years. In the process of Strategy planning, the Library will go on to uphold, take on and advance measures to control the environmental collision of its Information Technology activities. In particular, they will need to donate old desktop computers and other appropriate Information Technology equipments to schools for reuse.

The accessibility of established virtualization technology will facilitate enhanced utilization of Information technology servers to decrease energy usage, and the cost effectual use of services in high highly scalable way. The development of the Library’s Information Technology infrastructure may be influenced by the by the linked emergence of public ‘cloud’ services and infrastructure.

The library will not be in a position to meet up its complete variety of Digital Library requirements with no extra funding. The Library recommends dealing with its necessary Digital Library necessities through redirecting inside resources including Information Technology resources to take on the Digital Library Infrastructure Replacement project. The project will be running over 5 years financial year. While meeting the necessary least necessities will facilitate the Library to go on to gather, control, maintain and give its digital collections, the Digital Library Infrastructure Replacement project will not tackle the requirement for increased personnel to assemble ‘born digital’ material. They will also address the terms of digital storage space further than ‘business as normal’ digital collection development.

Conclusion
Strategic planning helps an organization to determine the decisions and actions that are of more importance than others. Much of the strategy lies in creating hard decisions on what is most relevant to attaining organizational success. The strategy is eventually no less, and no more than a set of choices on what should be done, why it has to be done and how should it be done. As crucial as business planning is to the great achievement of your company, all strategies are of no use unless accompanied by action. An extra side advantage of strategic planning is the usual action strategy that stems from discovering your ideal strategy. The key to ensuring that a strategic plan works is an obligation to considering it throughout and sound execution.

Work Cited
Collins, James C. Good to Great: Why Some Companies Make the Leap-and Others Don't. New York, NY: Harper Business, 2001. Print.
Chapter 1
Brands are significant assets for companies and are the center for profits and competitive advantage. A company’s brand success is a result of being able to maintain the added values by coming up with long term relationship based on experience and knowledge so that the consumer may integrate and interrelate with the company and the brand.  For the past decades, there has been increasing concern in relational phenomena among practitioners and marketing scholars. Companies are changing the focus of their efforts of marketing from promoting instant exchange transactions and making sales to creating long-term relations with consumers. According to Kahrem (2009) this long term relations build long lasting success for company brands and the company itself. For lengthy lasting greater returns and benefits, companies constantly try to gratify their consumers for the purpose of retaining them and their repurchase intents. Upcoming repurchase intents of consumers are outcomes of several organizational efforts. Relation quality comprises of commitment, satisfaction and trust in terms of the consumers (Keller, 2001). Brand rapport quality play vital role in the relationship amid brand and consumer. Brand relationship quality may be described as the extent to which the consumer sees the brand as suitable partner in a constant relationship; it is the customer’s general evaluation of the strength of her or his relation with the brand. (Algesheimer et al, 2005).

Brand loyalty is a customer’s unconscious or conscious choice that is expressed through the behavior or purpose to repurchase a certain brand repeatedly. Brand loyalty is the eventual goal of marketing. Brand loyalty in marketing comprises of a customer’s obligation to repurchase the brand through frequent purchasing of a product or other affirmative behaviors e.g. by word of mouth. Aaker (1991) points out that the repurchase choice depends on quality and trust performance of the service or product. Loyal consumers will constantly buy products from their chosen brands, in spite of price or convenience. Companies will regularly employ different marketing approaches to cultivate loyal consumers, be by use of loyalty programs such as rewards programs.

The role of trust in maintaining and building brand loyalty has been studied widely in both business-to-businesses and consumer purchasing situations. Trust plays a vital role in augmenting both attitudinal and behavioral loyalty which in turn manipulates marketing result related factors such as price elasticity and market share maintenance. In the fields of e-loyalty a number of structural models and its relations to recur visits to e-commerce sites have been offered. Privacy has come out as an important and unique dimension of e-loyalty.

Creating and maintaining brand loyalty is considered an essential theme of marketing practice and theory in creating sustainable competitive benefit (Stiff, 2006). In traditional customer marketing, the benefits enjoyed by a brand with higher customer loyalty comprise reduced selling expenses, ability to uphold premium pricing, synergistic benefits of brand expansion to related service or product categories and a strong barricade to prospective new entries into the service or product category.

Product interactivity and customization are two exclusive value plans that put in to e-loyalty in online buyer conduct. Majority of web shoppers choose websites that present customized information and products. This evidently shows the significance of mass customization in building e-loyalty. Customization is the outcome of the interactive participation of the consumer in the design of her or his perfect product. A company such as Dell (computer manufacturer) has effectively applied the move toward “build your personal computer” by the utilization of “Choiceboards”. The lofty participation in the product design on the part of the customer essentially builds a stronger affective bond with the brand that afterward results to brand loyalty.

In e-business the importance of brand building has improved with the rising number of competitive options that have emerged in a short period. The internet provides exclusive tools of interactive brand creation that have earlier not been existing all the way through traditional mass media oriented strategies in brand building (Valdés, 2002). In brand building, domain names are important as brand name extensions. Consumers choose popular and simple to recall website names. The website contents also bring out a major role in enhancing the general brand image. Trust, mainly the unique magnitude of transactional privacy and security, play a vital role in creating consumer loyalty to an e-business. A number of unique techniques and tools are offered to e-businesses to improve consumer trust in their website (Moon and Millison, 2000). These techniques include; third party authentication, on-repudiation, encryption and approvals strategies.

According to Keller (2006), branding has in general been acknowledged as the means to success in these days business, particularly in quickly developing fields. It gives worth to the consumer during the purchasing process and thus reassures worth to the business by stimulating loyalty and attracting consumers. Although versatile and complex, the branding code has imposed itself as the latest business pattern, and is employed nearly across all categories and markets. Recent literature highlights the relational features of branding, stressing on dependability and trust among companies and consumers. There is a significant feature that should be considered amid identity and image, two features associated with the process of branding. The earlier one is external to the business, being an indication of its plans; the latter is internal and totally rooted in the business, and underpins the entire planning (Passikoff, 2006). Brand image stand for a set of relations established in the minds of consumers, entailing a promise to the customers and standing for what the brand presently stands for. Image signifies what customers think of you, whilst identity signifies what your brand stands for and who your brand is.

Chapter 2

A study on social media customer care had several fascinating finds on how search features into brand loyalty. Even as 59.1% of study participants make use of social media to vent on consumer familiarity, 90% said search was helpful in finding information regarding consumer care. Customer care is an essential determinant in the loyalty of a brand.
Advertisers use up billions of dollars annually globally persuading, manipulating and encouraging people into a customer way of life that has overwhelming penalty for the environment through its wastefulness and extravagance. Advertising makes use of individual insecurities, builds false wants and offers bogus solutions. It fosters discontent that results to expenditure. Young people or children are mainly susceptible to this kind of manipulation. The major factor influencing brand trust to young consumers is the internet. Young consumers are increasingly the aim of marketing and advertising because of the sum of money young consumers spend by themselves (Lockwood, 2010). They have great influence on their parents spending on them. Whilst the young consumer-targeted marketing used to focus on toys and sweets, it now comprises shoes, sports equipment, clothes and a variety of fast foods as well as grown-up products such as credit cards and cars.

It is approximated that about 4 million young consumers are using the internet globally and the number is bound to rise radically over the next years. The internet is an intermediate way for advertisers that are exceptional; there is possibly no other service or product that we can suppose of that is like it in terms of obtaining kids' interest (Moon and Millison, 2000).

After the early elation of the potential and promises of B2C (Business to Consumer) e-commerce and the consequent sobering certainty of recent disappointments, online marketing and buying is likely to grow. E-loyalty will go on to be a vital success aspect in e-commerce. Creating and maintaining e-loyalty is going to be challenge in this fickle and competitive world of online shopping.  Getting to know the dynamics and drivers of how a consumer loyalty is built and sustained in cyberspace with the assistance of an integrated hypothetical framework is significant to creating future marketing plans.

Summary
In this research paper, the purpose of this study is to look at how a company needs to be devoted to its brand loyalty to attract more customers. In chapter one, the article tackles on the importance of brand loyalty and what companies need to observe to maintain its brand loyalty in future. Chapter two of the study reflects on the young consumers and how brand loyalty can be achieved through the internet (social media).

Bibliography
ALGESHEIMER, R., DHOLAKIA, U. M., & HERRMANN, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing. 69, 19.

KAHREN, F. (2009). Brand loyalty. [Florida], Whimisical Publications.

MOON, M., & MILLISON, D. (2000). Firebrands building brand loyalty in the Internet age. Berkeley, Calif, Osborne/McGraw-Hill.

AAKER, D. A. (1991). Managing brand equity: capitalizing on the value of a brand name. New York, Free Press.

HALLBERG, G. (1995). All consumers are not created equal: the differential marketing strategy for brand loyalty and profits. New York, John Wiley & Sons.

STIFF, D. (2006). Sell the brand first: how to sell your brand and create lasting customer loyalty. New York, McGraw-Hill.

PASSIKOFF, R. (2006). Predicting market success: new ways to measure customer loyalty and engage consumers with your brand. Hoboken, N.J., John Wiley & Sons.

LOCKWOOD, T. (2010). Design thinking: integrating innovation, customer experience and brand value. New York, NY, Allworth Press.

KELLER, K. L. (2001). Building customer-based brand equity: a blueprint for creating strong brands. Cambridge, Mass, Marketing Science Institute.

VALDÉS PRIETO, S. (2002). Pricing and marketing rules with brand loyalty. Santiago, Pontificia Universidad Católica de Chile, Instituto de Economía.

Saturday, October 5, 2013

Executive summary
Information technology industry is an important industry in economic environment. IT organizations have participated in various planning, and implementation strategies to realize substantial growth in the industry as well as elating the economic environment. This research focuses on analyzing Dell computer corporation Inc as one of the most developed areas on the IT industry. The analysis will focus on the background information of the Dell Corporation through understanding the market trends, and its main competitors using different methods of analysis such as SWOT analysis. The paper will also attempt to evaluate the strategic situations within the Dell Corporation, and how to deal with the opportunities, and threats that are found within the organization. The business environment of Dell Corporation will also be analyzed in terms of the organizations’ strategies towards its functional business corporations at internal levels that give them competitive advantage over other companies with similar products in the market.  At the end, the paper will address challenges that face Dell business strategy, and the possible implementation strategies aimed at revitalizing the business environment.

Background Information
Dell is an information technology corporation based in Texas. Dell is rated as one of the largest computer manufacturers in the world. The corporation that was founded by Michael Dell in 1984, today, serves the world with a wide range of computer products, and it continues to grow significantly in the world market. Since its inception, Dell has continued to be the most successful company in the IT industry. One of its successful business strategies in the market entry point is the use of direct sale of its products to the customers (Maney, 2003). The IT services provided by the Dell Inc are incorporated worldwide into technology solutions. Dell Corporation is involved in designing, and developing Smartphone’s, Laptops, Notebooks, and PCs as well as networking services in the market. Dell also provides security software products, and other computer accessories such as printers, notebooks, keyboards, mouse, and networking systems. Last but not least, Dell Corporation products also constitute financial services such as collection, and customer receivables related services (Holzner Pg.20).

Strategies
Dell has played part in both local and international market in order to sell its products. A number of strategies have been employed to counter the stiff competition in the market. These strategies in the marketing sector have involved use of both print and electronic media devices. Another strategy they have employed is lowering the prices of their products, provision of bonus, and shipping of their products. Dell gaming campaigns have also featured in the internet. The marketing strategy has also switched to using various advertising agencies in marketing, for example, promotion of products such as XPS lines have been promoted by the working mother media agency (Hoskisson and Hitt pg. 62).

In the competition front, Dell continues to face competition in the market sector from the companies that produce similar products such as IBM (Jay, pg. 144). Dell has been successful in the computer industry as well as information technology industry through offering products that are valued by its customers. The core values of the Dell Corporation is to sell their products directly to the customers in order to get insights into the customers’ needs, and then provide them with the IT solution that is effective. The consumer chain of the Dell business is portioned into large enterprise, public operations, medium and small business links, and consumers. Dell Corporation is simply committed to maintaining, and managing its business around the globe. (Holzner pg. 65)

SWOT analysis of Dell Corporation
This section of the report analyses Dell Corporation using SWOT analysis as a strategic management tool. The precinct of the SWOT analysis idea of Dell Corporation is to come up with the valuable understanding of the Dell Corporation, and the relevant implementations to be made in order to add value to the corporation. Dell Inc is analyzed by understanding various issues that are found within the organization entailing the price war in the international markets that is staged by different computer manufacturers, decrease in number of sales, structure of leadership system within the corporation, manufacturer contracting, and market share value. (Cushman and King Pg. 102).

Dell strength in the market, for example, is encouraged by the production of a strong model that is sold directly to the consumers without involving the chain of cartels. The direct model that is used by the consumers to customize laptops gives the corporation a competitive advantage over other similar products available in the market. The production of direct model into the computing market is derived through the specific needs of the consumers. The release of products such as laptops illustrates increase in market options initiated by the consumers based on performance and portability of the product. Dell Corporation has also regained its strength through cutting out the retail sellers that were initially used as distributors. This has facilitated direct ordering of the products by the consumers direct from industry. The Dell Model has also gained strength in terms of schedules for the delivery of their products to the consumers. The consumers are able to place their order with the company, and confirm the receipt of the ordered products within a short period of time. Dell business products meet the demand/needs of the consumers (Holzner Pg. 112).

Dell major weakness is experienced in terms of how it targets a specific market with some of its products. Educational institutions have been targeted with the products such as laptops. This contributes to insignificant percentage of its sale due to the weak relationship that exists between the corporation and the educational institutions. Home users of Dell products on the other hand are not able to visualize the importance of Dell products. Customization of its products is also a major weakness in Dell’s product chain.

Dell, however, has great opportunities in the external environment. The purchase of personal computers has significantly increased in the computer market. The increased awareness of quality products is also surging in the computing industry. There is also significant improvement in the level of communication and technological development. This has been seen in terms of internet as a purchasing tool as well as where the information can be assessed. The trend seen in the computing industry gives Dell Inc opportunity to grow its business in all segments.

The changing business environment poses a great threat to various businesses as well as Dell Corporation. Increased market competition compels Dell Corporation to produce high quality products with low prices. The expediency of the production of these products is also at a stake. Price difference between the products has a smaller margin.

Implementation strategies

To contain the competition and changing economic environment through maintaining competitive advantage, Dell Computer Inc must adopt various implementation strategies in their policies to keep a breast with its main competitors. The future management of Dell Corporation should focus entirely on sustaining its corporate clients. They should also concentrate on improving storage and server businesses for large companies rather than dealing with small and medium size companies.

Conclusion
Information technology industry is rapidly changing. Computer industry for example has changed in terms of consumer specific needs. Dell is therefore, compelled to adapt to the dynamics in the economic environment. In order for Dell Company to contain the shift in demand it must be able to take advantage of its strengths, and analyze the weakness points. It must also be able to analyze the opportunities and the threats that exist in the economic environment in order to position itself in a competitive market.

 Bibliography
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Dell, Michael, and Catherine Fredman. Direct from Dell: Strategies That Revolutionized an Industry. New York: HarperBusiness, 1999. Print.

Ireland, R D, Robert E. Hoskisson, and Michael A. Hitt.Understanding Business Strategy: Concepts and Cases. Mason, OH: Thomson Higher Education, 2006. Print.

Galbraith, Jay R. Designing Matrix Organizations That Actually Work: How Ibm, Procter & Gamble, and Others Design for Success. San Francisco, CA: Jossey-Bass, 2009. Print.

Friedman, Lauri S. Business Leaders: Michael Dell. Greensboro, N.C: M. Reynolds Pub, 2007. Print.

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Lyles, William H. Putting Dell on the Map: A History of the Dell Paperbacks. Westport, Conn: Greenwood Press, 1983. Print.

Cushman, Donald P, and Sarah S. King. Communication Best Practices at Dell, General Electric, Microsoft, and Monsanto. Albany: State University of New York Press, 2003. Print.

Boyson, Sandor, Lisa H. Harrington, and Thomas M. Corsi. In Real Time: Managing the New Supply Chain. Westport, Conn: Praeger Publishers, 2004. Print.

Koehn, Nancy F. Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell. Boston: Harvard Business School Press, 2001. Print.