Mktg 205 Unit 4 Ip Principles of Marketing

Carrie Cunnien American Intercontinental University Unit 4 Individual Project MKTG 205 – Principles of Marketing Abstract This is a single paragraph, no indentation is required. The next page will be an abstract; â€Å"a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of an article quickly† (Publication Manual, 2010). The length of this abstract should be 35-50 words (2-3 sentences). NOTE: the abstract must be on page 2 and the body of the paper will begin on page 3. Introduction Remember to always indent the first line of a paragraph (use the tab key).The introduction should be short (2-3 sentences). The margins, font size, spacing, and font type (italics or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font. Definition of Marketing This content comes from the Unit 1 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with this submission. What is the definition of marketing?My definition is basically, what customers want, when they want it, where they want it, and at a price they are can afford to pay. Well I soon found out that everyone has their own take on the definition of marketing. These three I felt were the best because they made the definitions easy enough for me to grasp what exactly marketing means. The first source I used was from our text book Marketing tenth edition by Kerin, Hartley & Rudelius, (2011), their definition of marketing is it focuses on assessing and satisfying the needs of consumers. The second source was from Marketing. 2005), In International Encyclopedia of Hospitality Management, they claim marketing is the distribution of ideas, goods, and services. The last source I used was marketing. (2003), In The Macmillan Encyclopedia, their definition is a market of goods and services which is part of the marketing mix. This consists of four parameters packaging, product, pricing and place. They also feel that a company needs to keep up on the times and change their products to the consumer’s needs. This is the ultimate goal of all marketers and their companies. Introduction of Product/ServiceThis content comes from the Unit 1 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with this submission. The company that I chose to do my research on is Chocolate Bar: Food and Agriculture: Candy Manufacturing: Hersey’s Candy Company. I chose this company for many reasons because they are able to promote a product that can satisfy just about every person out there in the world. They have candy for every type of person imaginable.They have a variety of products for the chocoholics, health fanatics , and baking fanatics. These are all people that they promote their products to. Based on your definition, analyze whether the company should be considered good marketers or not. I would say that this company is definitely earned its reputation as a good marketer. They always find new ways to keep their loyal customers to keep coming back for more and more. Also the company has been around since 1894 and has been growing steady ever since. I think this speaks volumes of how well they promote their products.They listen to customer needs and wants and develop new ideas constantly. Which I believe are all elements of a great marketer. They also have their products world-wide which consists of 90 different countries. With Milton Hersey the founder of the Hersey Company is known for his humanitarian services like the school for orphans, creating a community and housing for all its 12,000 plus employees and executives according to, Milton S. Hershey: The Man and His Legacy/ The Hershey Co mpany. Situation Analysis — Marketing Environment Forces Impacting Product/Service This content comes from the Unit 1 Individual Project.Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with this submission. Market Force 1: Description and Analysis of impact on product/service The technological environment changes rapidly, and provides a strong tool for, marketers, consumers, and manufacturers. This age of information makes it possible for almost anyone to receive, or send information quickly according to Kerin, Hartley & Rudelius, (2011).This information is not limited to text, and it may include pictures, graphics, purchase options, and the ability to provide custom selections for a host of products. For the savvy marketers at the Hershey Company this opens the door to a wide variety of consumers. Market Force 2: Description and Analysis of impact on product/ service The economic environment plays a large role in marketing according to Kerin, Hartley & Rudelius, (2011). The economic environment force is the income, expenditures and resources that affect the cost of running a business and household, according to Kerin, Hartley & Rudelius, (2011).The impact this has on the Hersey Company is keeping prices affordable and production costs down. Market Force 3: Description and Analysis of impact on product/service In addition the social environment is the demographic characteristics of the population and its values, according to Kerin, Hartley & Rudelius. (2011). Also changes in this force can have a dramatic impact on marketing strategies, for example: the obesity epidemic in America has caused consumers to convert to healthy eating habits. This conversion has resulted in a reduction of confections consumed by some families.With the consumers eye on how corporations operate Hershey’s marketers must be ever vigilant to ensure the compa ny’s reputation remains positive. If a corporation is seen as having less than acceptable business practices consumers may decide to spend their money elsewhere Kerin, Hartley & Rudelius. (2011). Strategies to Overcome the Threats Some of the technologies strategies that the Hershey’s Company needs to overcome are a rapid exchange of information which allows consumers the opportunity to quickly spread news of any unsatisfactory experience or transaction they may have endured with the Hershey Company.Further once a negative incident is noted it has the ability to snowball as it is passed forward from one consumer to another. The economic strategies The Hershey’s Company needs to overcome are given the state of the current economy; consumers are less likely to purchase luxury goods. While chocolate bars are an inexpensive item consumers give consideration to their choices. With the wide variety of chocolate bars available commercial exposure to consumers must be c onsistent and of high quality (Mitchell, 2008).The social strategies that the Hershey’s Company needs to overcome is; having a responsibility to educate consumers on how confectionery can be a part of a balanced diet and a healthy lifestyle. Strategies to Capitalize on the Opportunities The technology strategy that Hershey’s Company capitalized on was commercials and television ads that are high in quality and that have catchy tunes and providing technical support and expertise to organizations such as the World Cocoa Foundation and the United States Food and Drug Administration, according to the Hershey’s Company website, (2009).On the social side the Hershey Companies strategies to capitalize on certain opportunities where, given the concerns of families of the health aspect of the Hershey’s candy they capitalized on this by responding to these concerns with sugar-free versions of some of our most popular products as well as snack-size and individually wrapped miniature items (most under 100 calories per piece) to enable portion control that meets the dietary needs of consumers, according to the Hershey’s Company website, (2009). In addition, we are involved in several efforts to promote healthy eating habits, weight control and exercise.They not only see to it that the community gets educated but also gives back to the community where they live and work by doing this they gain their support which enables them to succeed. On the social force, Hershey has responded to these concerns with sugar-free versions of some of our most popular products as well as snack-size and individually wrapped miniature items (most under 100 calories per piece) to enable portion control that meets the dietary needs of consumers according to the Hershey’s Company website, (2009).In addition, we are involved in several efforts to promote healthy eating habits, weight control and exercise. Marketing Strategy: Target Market(s) & Positioning T his content comes from the Unit 2 Discussion Board and Individual Project. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 2 grading, those should be made with this submission. There are five stages a buyer passes through when they make choices about which products and services to buy. They are the first stage which is problem recognition, which means perceiving a need.The second stage called the information search is when you seek out the value of a purchase. The third stage is called the alternative evaluation and this is when a consumer assesses the value of a product. The fourth stage is when a consumer decides to make the final purchase decision and what the buying value would be. The last stage called the postpurchase behavior is when a consumer decides what the value in the consumption or use of a product would be if they indulged in the product and made the purchase, according to Kerin, Har tley & Rudelius. 2011). These are all stage in which a consumer finds themselves in when they decide to make that purchase. It is these actions that they will take in purchasing and using products and services. Out of the four factors influencing buyer behavior cultural, social, personal and psychological I decided that for the Hershey’s candy it would be personal and social. The reason I say this is because chocolate is a personal preference. It is what a person sees in the product that gets their attention and makes them want to buy that item.The social aspect of the Hershey’s candy bar is also this behavior because income level and consumption habits are major parts to the social class. Not to mention the price is cheap enough for them to indulge in a chocolate candy bar. In today’s market there is a need for healthier products in which Hershey’s has come through on. They have quit a few healthy products that better their chances of the consumer buying not only for themselves but also the family as well. For Hershey’s they use all different ads to appeal to all types of generations. For instance at Christmas they will run ads that target parents and children.The parents because they are the ones that will purchase the items and the children are the ones that will say what they like the best and that will be based on what ad they feel caught their mind and make them want to have that instead of a different item. Also Halloween, Easter, Valentines and the summer time, (such as parades) are all hot times for marketers to really step up to the plate and out beat the competitors for the consumers to want to buy their products because the volume in candy sales at this time are extremely high. According to Almond, S. (2009) he eels that with the economy in a slump this is when consumers will buy more chocolate than any other time because apparently there is nothing more soothing to a financially insecure than a candy bar because it is cheap and a quick fix when a person is hungry. Statics have found that in recent eras of depression the economic turmoil the consumers crave is the luxury of cheap sweets. Marketers and company officials understand that it is not always possible to charm everyone all the time in the same way. Further different groups or market segments require different relationships.This is to say that while some shoppers will be delighted with coupons or contest type promotions others would prefer free shipping or discounts for bulk purchases. In an effort to please both groups different approaches are used to present products, in ways and places that appeal to each group. With this in mind marketers zero in on customers in particular groups with the intention of presenting products and service in a way that best suits the particular group. This practice is known as market segmentation according to Kerin, Hartley & Rudelius, (2011).Additionally few companies have the capacity or desire to pr ovide truly exceptional products and service to everyone on every occasion. The process of segmentation enables marketers and companies to pinpoint consumer’s needs or desires. Segmentation does not necessarily eliminate some consumers; rather it enables the marketer to reach them in a different way according to Kerin, Hartley & Rudelius, (2011). Segmentation bases that may be profitable for Hershey’s chocolate bars are geographic, demographic, and psychographic. Geographic factors will be most relevant in the international markets and the business markets.In general Geographic’s are not relevant to the sales of Hershey’s chocolate bars. Except of course in the cities where the Hershey Company operates manufacturing plants. Demographics will have relevance based on who is doing the shopping, and how tight the budget is. Psychographics may prove the most profitable choice for market segmentation in the case of Hershey’s chocolate bars, according to the Hershey’s Company’s website. Also some lifestyles and personalities have an aversion to consuming chocolate the marketer’s efforts are better used elsewhere.Additionally because some lifestyles and personality’s include pleasure in the simple things segmentation by psychographics can separate these two groups according to Kerin, Hartley & Rudelius, (2011). Consumer buying behavior begins with how a product is marketed. Marketing includes the product itself, the price of the product, the products availability, and how and where the product is offered according to Kerin, Hartley & Rudelius, (2011). If a consumer feels that a product is too expensive or difficult to find many consumers will turn elsewhere for comparative products.Additionally if a consumer is not excited by the appearance of the product, or pleased with the way it is presented these consumers are likely to look for alternatives. Other factors that affect buying behavior are the social an d cultural environment that consumers live and work in, along with the consumers personal and psychological feelings. Each potential costumer is an individual, however buyers are members of groups and these groups affect buying decisions, sometimes subtly sometimes not. Further each individual is likely a member of several groups.Groups include family, friends, neighborhoods, religious affiliations, and others including nationalities according to Kerin, Hartley & Rudelius, (2011). Furthermore how the market appeals to these groups is paramount in some buying decisions. If a group places importance on a specific product the group members are apt to purchase that product or something similar at some point. The final purchase comes about due to a number of reasons. First the repeated exposure to it enforces a need for it, and then it becomes clear that the product is superior because everyone likes it and keeps using it.Finally the consumer decides they are able to afford it based on t he fact that other members in the group were able to buy it. Furthermore there are consumers who will buy the Hershey bar regardless of the price just because they are loyal consumers of Hershey products. Then there are consumers who will buy the chocolate bar that costs less or the chocolate bar that first catches their attention. The wise marketer understands that no one factor effects buying decisions all the time, but several factors work together within the consumer to create final buying decisions.Business to business marketing. Geographically speaking the Hershey Company will target their marketing strategy to business owners who operate or supply concessions or vending machines, along with grocery stores, and various retailers who sell snack foods. Local Business owners. These business owners will likely purchase the products in large quantities and with some regularity. Foreign Markets. In foreign markets this approach eliminates the need to reach individual consumers and a llows the local retailers to market the Hershey bar in ways they know will reach their customers.Demographics. When thinking in terms of demographics the target market for Hershey’s Chocolate bars might be parents who are of average income, and have one or more children. Age. 25 – 45. This target market will be profitable if the marketer remembers to market to the parent while embracing the family as a unit. Gender. Males and females are likely to be the main shoppers in many households these shoppers are the target market in this segment. Income. $25,000+ per year.Hershey’s chocolate bars are a convenience item and something of a luxury, persons with incomes lower than $25,000 per year are not likely to be regular consumers of luxury food products. Psychographics. Psychographic market segmentation will provide a target market of fun loving, happy people who embody a sense of enjoying every moment of life. Subscribe to Family Circle Magazine and the Disney Chann el This market segment has the potential to produce a growing population of loyal Hershey’s customers. Frequent amusement parks, county fairs, and children’s sports activities.This group will purchase Hershey’s chocolate for the pure joy of it, and will most likely introduce Hershey’s chocolate to their friends and family. According to the Nestle New Strategy, (2006), reports on the corporate strategy being employed by Nestle Corp. The company is planning to reorganize so that its wide product range can adapt to dynamic emerging markets. The company is aware on the need to calibrate their business strategy despite 20. 7% rise in net profits in 2005. Nestle is repositioning its products towards nutrition, health and wellness.The company also plans to build a new facility in Brazil to manufacture goods for low-income populations. The Mars Corporation positioning in the market consists of being the first confectionery company in the US to voluntarily impleme nt Guideline Daily Amount (GDA) nutrition labeling on all of its chocolate, non-chocolate confectionery and other food products. All packages will be redesigned to feature new graphics on the front and back of packages, which contain consumer-friendly, clear and easy to understand nutrition information that will help consumers make informed choices at the point of purchase.This announcement is part of a global initiative Mars is undertaking around the world. â€Å"Our redesigned labels are the latest examples of Mars' commitment to health and nutrition. By providing clear, concise and understandable information to consumers about what's inside all of our products, we will help them to make informed decisions about the foods they eat,† according to Bob Gamgort, president of Mars North America, (2008) â€Å"We make every effort to go beyond what is expected of a global food company. The product that the Hershey Company has competitive advantage over Mars and Nestle is the fact that they target the older generation with smaller bit size candies. The reasoning for this is because they are targeted them with the knowledge that smaller is healthier and less calories because the pieces are bit size. Not to mention an adult will consume less because they are more conscious of what they are putting in their mouths than say children and younger adults will. Another advantage that the Hershey’s Company has over other competitors is it is now targeting consumers that want a snack that is a 100 Calorie Bar and healthy.Hershey’s has come out with exactly those kinds of items such as York Peppermint, Wafer Bars, Reese's Peanut Butter Wafer Bars, Hershey's Pretzel Bars, Hershey's Special Dark Chocolate Bars, Hershey's Crisp Wafer Bars, Hershey's Whipped Vanilla Bars, which is more than any of the competitors have out in this category, according to the Hershey’s Company website. The Hershey Company will build their value proposition on product and image. The Hershey Company uses a value proposition of â€Å"more for the same† as stated by Kerin, Hartley ; Rudelius, (2011).To family’s who want time together and a taste of the good life Hershey’s Chocolate will evoke the sweetest memories and help create new ones. Product/Service Overview and Strategies to Consider This content comes from the Unit 3 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 3 grading, those should be made with this submission. The Hershey’s Chocolate bar is classified as a convenience product. Products classified as convenience products are generally inexpensive and easy to find.In order to market convenience products successfully marketers must ensure that prices remain low or equivalent to competitor’s prices. Additionally the products must be of consistent quality and packaged attractively. This author preferred the older type packaging with the chocolate wrapped in foil and slipped in to a paper sleeve. However it is clear there is a need for secure wrapping with one fully sealed package. This new packaging seems difficult to open without damaging the perfect shape of the chocolate bar but it cannot be tampered with as easily as it could have been with the previous wrapping.This is evidence that the Hershey Company is paying attention to what consumers need even when convenience must be secondary in order to ensure product safety. When marketing the Hershey’s chocolate bar some important factors in addition to packaging are; how to promote the Hershey brand, labels that identify Hershey products, where Hershey products will be sold, and how Hershey’s products will be displayed in retail locations. For example with convenience foods the items at eye level or within easy reach are more likely to be purchased than the same type of item on a high shelf or a low shelf.This simple pla cement can make a large difference in total sales over a period of time. The marketing strategies in use with the Hershey chocolate bar are to offer more for the same. This can be accomplished with a combination of great tasting chocolate at a reasonable price, prominent placement on store shelves, and providing clear indications that our products are Hershey’s products. Everyone knows that a Hershey bar is a Hershey’s product but how many people know who produces snickers or M;M’s? Pricing Strategy This content comes from the Unit 4 Discussion Board.Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 4 grading, those should be made with the Unit 5 Individual Project submission. When pricing Hershey’s chocolate bar’s marketers must consider several factors. Consumer’s expectations of the chocolate can directly affect the price. For example; Hershey’s pro mises a bit of happiness with each bite. On the other hand Godiva chocolates appear to be a cut above the average chocolate bar, and because of this expectation for something special Godiva chocolates sell at higher price. Another factor to consider is the actual cost to produce the chocolate bar. The price should cover the cost of production, overhead, and distribution and still allow for a viable profit margin. Also important when determining a price is the competition. It is important to know what comparable products such as nestles crunch or M;M’s are selling for. This knowledge allows Hershey to offer their candy at the highest price the target market will pay, according to Kerin, Hartley ; Rudelius. (2011).The pricing method I would use for the Hershey’s chocolate bar is cost based pricing with a target profit scale. While this method does not take into account consumer demand or value assessments, according to Kerin, Hartley ; Rudelius. (2011). In the case of ch ocolate bars it seems the best choice. In general people who want a chocolate bar expect only fresh candy that tastes great, no more and no less. Therefore the products value is in the taste and freshness, and this can be delivered by following a fixed schedule, which works well with a target profit approach.Further Product Mixed Pricing with an emphasis on Product Line Pricing will allow the candy maker to offer a variety of products in an array of sizes, according to Kerin, Hartley ; Rudelius. (2011). For example the Hershey bar comes in at least three sizes and is available with or without nuts. This variety can meet the needs of those who wish to share and those who do not while allowing for price differences to offset packaging and handling requirements. Distribution Channels This content comes from the Unit 3 Individual Project. Be sure to include the required citations and add the sources to the reference list.If your instructor suggested updates in the week 3 grading, those should be made with this submission. Overview of Distribution Channels Direct distribution is a model used by organizations to move products from production to buyer without the use of wholesalers and retailers, according to BusinessDictionary. com. By eliminating the number of parties involved in the distribution process, significant savings can be realized. An organization using direct distribution must sell and distribute that product using their warehouses and sales staff.Indirect distribution is a chain of intermediaries through which a product moves in order to be made available for purchase by a consumer, according to BusinessDictionary. com. An indirect channel of distribution typically involves a product passing through additional steps as it moves from the manufacturing business via distributors to wholesalers and then retail stores according to Business Directory. com. Overview of Channel Organizations A conventional distribution channel is loosely organized and each chan nel considers itself separate from the others.This type of distribution channel is not strong and it is unlikely to produce the best value for the consumer, according to Kerin, Hartley ; Rudelius, (2011). A vertical marketing system or VMS is a much stronger distribution system. A VMS includes at least one product manufacturer (or service provider), and a retail or wholesale outlet. The VMS generally has a leader and the separate channels work together with each channel supporting the other and forming a unit, according to Kerin, Hartley ; Rudelius, (2011). A horizontal marketing system occurs when two or more companies of equal strength ban together to create a new concept.This new unit may be experimental or long term and may include competitors or other members of a chain of distribution. By joining together these companies are able to provide goods or services in a better way for both the consumer and the companies, according to Kerin, Hartley ; Rudelius, (2011). Multichannel ma rketing systems are becoming more common, and seem to be the best way to market many products or services. Multichannel marketing systems include more than one chain of distribution, and provide many different ways for consumers to acquire the product or service, according to Kerin, Hartley ; Rudelius, (2011).Analyze Target Market’s Needs in Distribution Channels The analyses of the target market’s needs for the Hershey Company in the distribution channels would be in nontraditional classes of trade, such as drug stores, convenience stores, wholesale clubs and dollar stores, as well as in channels such as vending, food service and concessions. The target market channels would also be found in retailers, such as convenience stores, Wal-Marts, Targets, and grocery stores according to West, David, (2008).The target market in regards to the customers would be the chocolate lovers such as teens, children, females, and males, with the female population the highest. New targe t marketers would be the individuals looking for a low calorie snack with the chocolate taste they crave. Determine Channel Members with Explanation The channel members I would use for the Hershey’s Company marketing system would be wholesaler and a retailer. Adding three wholesalers is the most common for low-cost, low unit value items that are frequently purchased by consumers, such as candy, confectionary items, and magazines.Hershey’s sells its line of chocolate candy to wholesalers in case quantities, who then break down (sort) the cases so that individual retailers can order in boxes or much smaller quantities, according to Kerin, Hartley ; Rudelius, (2011). The intensive distribution would be the most beneficial channel for the Hershey’s Company because it is the most used one for products that need to go out to as many outlets as possible. The objective is to place its products â€Å"within an arm’s reach of desire. † Discuss How Many Chann el Members with ExplanationThere are three target market coverage channels that a company can choose to go through for the best target market coverage. The three target markets consist of Intensive Distribution which means a company tries to place its products in as many stores as it possibly can like candy, fast food, newspapers and soft drinks. The second coverage of the target market coverage is called exclusive distribution which is just the opposite of intensive distribution because instead of several outlets this one only goes through one retailer in a geographical area to carry a company’s product.This type is usually reserved for specialty products like women’s fragrances, men and women’s apparel and accessories. The last coverage of the target market coverage is called selective distribution. This coverage is for firms who want to only have a select few retailers to carry its products in a geographical area, according to Kerin, Hartley ; Rudelius, (2011 ). An example of this coverage would be computer companies like Dell who sells a limited range of its products to companies like Wal-Mart, Best Buy and Staples.The best coverage that was chosen for The Hershey’s Company would be the first coverage which was the Intensive distribution because Hershey’s want their products to be everywhere as to compete with the other candy companies. They want their consumers to have it available at arm reach. Every corner, every store, and every outlet they can sell their product. Another requirement to consider in a channel choice is gaining access to channels and intermediaries that satisfy at least some of the interest that buyers might want fulfilled when they purchase a company’s product.There are four broad categories which consist of information, convenience, variety, and pre- or postsale service. Out of these four I would recommend the convenience when satisfying buyer requirements because this has multiple meanings for buyers. Such as the driving time to a store which is open 24 hours a day 7 days a week to fulfill their cravings not to mention the company’s benefit by gaining display space. Channel Organization So after everything that we have learned about with channel organizations the best channel organization that I would recommend would be the vertical marketing system or VMS.The reason I chose this channel organization for the Hershey’s Company is because it is a much stronger distribution system. It includes at least one product manufacturer (or service provider), and a retail or wholesale outlet. The VMS generally has a leader and the separate channels which work together with each channel supporting the other and forming a unit, according to Kerin, Hartley ; Rudelius, (2011). Integrated Marketing Communications Introduce the concept and cite the resources DO NOT use the exact words†¦ be sure to indent the first line of the paragraph.Using direct quotes does not show yo ur mastery of the subject. Marketers need to remain aware of all communication that is related to their product. Each piece of publicity or media exposure should combine with the others to enhance the overall product message. The integrated marketing communications or IMC sets the tone for how the product is perceived and received by the consumer. It is imperative that the message is consistent and in line with the products promised value (Armstrong ; Kotler, 2009). Promotion Mix StrategyIntroduce the concept and cite the resources DO NOT use the exact words†¦ be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. This author would suggest that the Hershey Company use both a push strategy and a pull strategy with each to be used according to the market segment best serviced by the specific strategy. This is to say that when selling to business and vendors a â€Å"pull† strategy would be most effective. This would allow the sales force to build and maintain positive relationships with large scale buyers (Armstrong ; Kotler, 2009).On the other hand the Hershey Company would benefit with the use of a â€Å"push† strategy when marketing to individual consumers. This technique will allow the Hershey Company to take full advantage of their massive advertising budget, and the consumers will create a demand for the chocolate bar (Armstrong ; Kotler, 2009). Message Strategy Introduce the concept and cite the resources DO NOT use the exact words†¦ be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.The Hershey Company is well served with their simple message, Hershey’s will bring a little bit of happiness into every day. This message is simple yet consistent in all of the Hershey’s advertising, and is revealed in many ways which generally include friends or family and always good times. Hershey’s takes a sof t approach when sending this message and the consumer is made to feel content with the simple pleasure of a little bit of happiness. Promotion Tool #1 Introduce the concept and cite the resources DO NOT use the exact words†¦ be sure to indent the first line of the paragraph.Using direct quotes does not show your mastery of the subject. Promotion Tool #1 Advertising The Hershey chocolate bar will be promoted via advertising. This advertising will consists of TV commercials on the Disney channel, Lifetime and the three major networks. Also magazine ads will be placed in Family Circle and Better Homes and Gardens. These areas for advertisement have been selected based on the psychographic data related to the target market. Hershey’s message of putting a little bit of happiness in every day will be related by the big smiles and pleasant atmosphere depicted in the photos and commercials.Further the intent of these advertising tools is to remind consumers (Armstrong ; Kotler, 2009) that the Hershey bar is still the consumers favorite chocolate bar. Promotion Tool #2 Introduce the concept and cite the resources DO NOT use the exact words†¦ be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Direct marketing via the internet will be used to promote Hershey products. On the Hershey websites consumers can purchase custom chocolate bars in orders large or small.Consumers can also send custom gifts for special occasions which are sure to bring a little bit of happiness to any recipient. The excitement of giving or receiving chocolate that has been selected and packaged for someone special is what will keep customers coming back to the website, and encourage new customers to purchase that something special. Promotion Tool #3 Introduce the concept and cite the resources DO NOT use the exact words†¦ be sure to indent the first line of the paragraph. Using direct quotes does not show your mast ery of the subject.Due to positive public relations the Hershey Company has enjoyed over 100 years of success (Company Profile, 2003). With today’s technology and the ability to exchange information rapidly, positive public relations are a necessity. The Hershey Company will continue to operate in a way that enhances communities and leaves a positive impact on places relevant to chocolate production (The Hershey Company, n. d. ). The Hershey company will maintain a website that allows consumers to explore all the ways in which the Hershey company enhances the lives of employees and consumers alike (West, n. d. ). ConclusionAdd some concluding remarks-can be a sentence or two. As you can see marketing the Hershey’s chocolate bar is not a simple task. However with careful planning and continued efforts to understand consumers desires the Hershey Chocolate bar will enjoy continued success. References direct distribution. BusinessDictionary. com. Retrieved April 06, 2012, from BusinessDictionary. com website: http://www. businessdictionary. com/definition/direct-distribution. html indirect channel of distribution. BusinessDictionary. com. Retrieved April 06, 2012, from BusinessDictionary. com website: http://www. businessdictionary. om/definition/indirect-channel-of-distribution. html Kerin, Hartley ; Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN: 978-0-39-013641-1. New York, NY. Retrieved on April 6, 2012 from https://mycampus. aiu- online. com/pages/MainFrame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx West, David. (2008). The Hershey Company Business Update Call Transcript. Retrieved on April 8, 2012 from http://seekingalpha. com/article/82178-the-hershey-company-business- update-call-transcript Kerin, Hartley ; Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc.ISBN: 978-0-39-013641-1. New York, NY. Retrieved on April 6, 2012 from https://mycampus. aiu- online. com/pages/MainFr ame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx The Hershey Company. (2011). Hershey Announces Third Quarter Results; Updates Outlook for 201. HERSHEY, Pa. , Oct 27, 2011 (BUSINESS WIRE) –The Hershey Company (NYSE: HSY):http://www. thehersheycompany. com/newsroom/news- release. aspx? id=1622319 Kerin, Hartley & Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN: 978-0-39-013641-1. New York, NY retrieved on March 21, 2012 from https://mycampus. aiu- online. om/pages/MainFrame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx Company Profile (2003). The Hershey Company. Retrieved March 25, 2012 from http://www. thehersheycompany. com/about/profile. asp Kerin, Hartley & Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN: 978-0-39-013641-1. New York, NY retrieved on March 21, 2012 from https://mycampus. aiu- online. com/pages/MainFrame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx The Hershey Company (n. d. ). Environmentally sustainable coca farming. Retrieved on March 25, 2012, from http://www. thehersheycompany. om/social-esponsibility/introduction. asp West, D. J. (n. d. ). Corporate Social Responsibility. Retrieved March 25, 2012 from http://www. thehersheycompany. com/social-responsibility/introduction. asp The Hershey Company (n. d. ). Nutrition & Wellness. Retrieved on March 25, 2012 from http://www. thehersheycompany. com/nutrition-and-wellness. aspx Gamgort, Bob, (2008). Mars first confectionery company to launch front of pack nutrition labeling globally. Mars Press Center. Retrieved on April 1, 2012 from http://www. mars. com/global/press- center/press-list/news- releases. aspx? SiteId =94&Id=1473 Kerin, Hartley & Rudelius. 2011). Marketing Tenth Edition. Chapter 9 Market Segmentation, Targeting, and Positioning. The McGraw-Hill Companies, Inc. ISBN: 978-0-39-013641-1. New York, NY retrieved on March 31, 2012 from https://mycampus. aiu-online. com/ pages/Main Frame. aspx? ContentFrame=/Academics/Pages/Orientation. aspx ‘Nestle's new strategy'. (2006). Country Monitor, 14, 30, p. 5, Business Source Premier, EBSCOhost, Retrieved on April 1, 2012 from http://ehis. ebscohost. com. proxy. cecybrary. com/ehost/detail? vid=5&hid=121&sid=d8852264-be1b-4312-b9e5- 2f18af6abc9b%40sessionmgr14&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh amp;AN=22043473 The Hershey Company (n. d. ). Nutrition & Wellness. Retrieved on March 25, 2012 from http://www. thehersheycompany. com/nutrition-and-wellness. aspx Almond, S. (2009, May 01). Taste: The Candy Man Can. Wall Street Journal, pp. W. 13-W. 13. Retrieved on March 31, 2012 from http://search. proquest. com. proxy. cecybrary. com /abicomplete/docprintview/399076809/fultext/135C1E3BE2766F378F5/2? accountid=14 4459 Kerin, Hartley & Rudelius. (2011). Chapter 5: Understanding Consumer Behavior. Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN: 978-0-39-013641-1. New York,NY retrieved on March 31 , 2012 from https://mycampus. aiu- online. com/ pages/ MainFrame. aspx? ContentFrame=/ Academics/Pages/Orientation. aspx Kerin, Hartley ; Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN: 978-0-39-013641-1. New York, NY retrieved on March 21, 2012 from https://mycampus. aiu-online. com/pages/MainFrame. aspx? ContentFrame=/Academics/Pages/Orientation. aspx Marketing. (2005). In International Encyclopedia of Hospitality Management. Retrieved on March 21, 2012 from http://www. credoreference. com. proxy. cecybrary. com/entry/esthospitality/marketing Marketing. (2003).In The Macmillan Encyclopedia. Retrieved on March 21, 2012 from http://www. credoreference. com. proxy. cecybrary. com/entry/move/marketing Milton S. Hershey. The Man. (n. d. ) retrieved on March 21, 2012 from http://www. thehersheycompany. com/about-hershey/our-story/milton. aspx NOTE: The reference list starts on a new page after your conclusion. Armstrong, G. , ; Kotler, P. (2009). Marketi ng: An Introduction (9th ed. ). Upper Saddle River, NJ: Prentice Hall. Company Profile (2003). The Hershey Company. Retrieved June 11, 2010 from http://www. thehersheycompany. com/about/profile. asp Discover Hershey’ (n. . ). Company History. Retrieved June 11, 2010 from http://www. thehersheycompany. com/social-responsibility/introduction. asp Hershey boosts marketing to make up for missteps. BNET. Retrieved June 14, 2010 from http://industry. bnet. com/food/100081/hershey-boosts-marketing-to-make-up-for- missteps/ Hershey’s International (n. d. ). Hershey’s Retrieved June 11, 2010 from http://www. hersheys. com/international/index. asp? ICID=HER1038 â€Å"Marketing† A Dictionary of Business and Management. Ed. Jonathan Law. Oxford University Press, 2009. Oxford Reference Online. Oxford University Press.Career Education Corporation (Greenspoint). 11 June 2010 http://www. oxfordreference. com/views/ENTRY. html? subview=Main;entry=t18. e 3950; â€Å"Marke ting†. (2006). In Collins Dictionary of Economics. Retrieved 11 June 2010 from http://www. credoreference. com/entry/collinsecon/marketing Mitchell, D. (2008, June 17). Mitchell, D. (2008, June 17). Hershey boosts marketing to make up for missteps. BNET Retrieved March 25, 2012 from http://industry. bnet. com/food/100081/hershey-boosts-marketing-to-make-up-for-missteps/ The Hershey Company (n. d. ). Environmentally sustainable coca farming. Retrieved June 14, 2010 from

Nothing Impossible

Management Introduction Review of Management Articles Article assigned ANALYSING the thinking of F. W. Taylor using cognitive mapping Introduction Scientific management is one of the three major branches within the classical approach to management. Although the concept was suggested approximately a century ago, it still makes a significantly important role in 21st century management with new conditions and a considerable number of challenges. Frederick Winslow Taylor who was regarded as the father of scientific management suggested his concepts in 1911.Scientific management is defined as a theory that emphasises careful selection and training of workers, and supervisory support (Taylor, 1911). Taylor (1911) believed that precise procedures that were developed after careful study of an individual at work should replace the tradition on decision-making. The purpose of this essay is to review three articles that analyses the Taylorism and present how Taylorism is applied in current mana gement sphere. Analysis of Assigned Article Cossette, P. 2002. Analysing the thinking of F.W. Taylor using cognitive mapping. Management Decision, 40 (2): 168-182 The author of this article used the cognitive map and the Decision Explorer to present and analyse the thinking of F. W. Taylor to produce a more in-depth and detailed knowledge and understanding of his ideas. Cossette (2002) demonstrated that the two key variables in Taylor’s scientific management were â€Å"Maintenance of a rapid pace†¦Loafing or soldiering† and â€Å"Harmonious relations between employers and men aware of their mutual interests†.As Taylor’s scientific management related to efficiency, the first concept that the author highlighted had completely reflected the Taylorism. Cossette (2002) concluded that â€Å"the maintenance of a rapid pace† was the most important concept for Taylor, since it was also by far the most important â€Å"consequence† of the cognitiv e map. Taylor’s scientific management was always considered as the division of labour pushed to its logical extreme, with a consequent de-skilling of the worker and dehumanisation of the workplace (Kanigel, 1999).However, the author showed another aspect of Taylor’s idea which was related to harmony. In cognitive map, the concept of â€Å"Harmonious relations between employers and men aware of their mutual interests† had the second largest number of direct links and the third centrality score compared to other concepts (Cossette, 2002). In addition, Cossette (2002) stated that â€Å"the prior conditions required to improve production and the results of this improvement for both employees and employers, are the two main dimensions that Taylor appears to use as a basis for his conception of the organization of work. Although a small number of concepts from Taylorism were less relevant, they suggested that Taylor’s thinking was not significantly complicated . This article helped us have a better understanding of the ideas of F. W. Taylor, demonstrated the relative importance of the concepts suggested by Taylor and revealed another side of Taylorism. Analysis of Article 1 Wrege, C. D. & Hodgetts, R. M. 2000. Frederick W. Taylor’s 1899 pig iron observations: Examining fact, fiction and lessons for the new millennium.Academy of Management Journal, 43 (6): 1283-1291 However, the authors of this article were in dispute with Taylor in a particular circumstance. Wrege & Hodgetts (2000) stated that Taylor simplified the observation by presenting only some of the information and, he omitted many significant facts. The insight thinking of the authors was that contemporary organisation should apply new tools and techniques to achieve their objectives, and managers should increasingly concentrate on data collection and analysis and fight the tendency to accept anecdotes and hearsay as accurate (Wrege & Hodgetts, 2000).The authors studied an d analysed the case called pig iron observation, which came from Taylor’s scientific management principle, and concluded that although Taylor had made a great contribution to management history, he did neglect some significant real facts in this case such as failure to take the cost of damaging gondolas into account.In addition, the authors suggested five points that we could learn from this observation, which are â€Å"anecdotal data are often erroneous, primary sources must be consulted, all data have inconsistencies, replication is hallmark of good science and digital archiving is now critical† (Wrege & Hodgetts, 2000). Moreover, the authors had concluded some suggestions that are valuable for the managers in new millennium. Wrege & Hodgetts (2000) demonstrated that researchers’ being more systematic and sophisticated was important in their approach to chieving their goals, and that â€Å"benchmarking† was going to be a critical activity in the 21st ce ntury. This article revealed the limitation of Taylor’s scientific management, and the authors of this article recommended a considerable number of approaches and methods to help today’s managers reach their objectives successfully and efficiently. Analysis of Article 2 Boyns, T. 2001. Hans and Charles Renold: entrepreneurs in the introduction of scientific management techniques in Britain.Management Decision, 39 (9): 719-728 The author of this article used the case study of Hans Renold Ltd to extend Taylor’s scientific management theory, and explained how it was applied in this enterprise during the first and second decades of the twentieth century. The core ideals of the author were to confirm the contribution that Hans and Charles Renold made to introduce and develop scientific management in Britain, and distinguish the different methodology between Hans and Charles. It has been accepted that Hans Renold Ltd has been the first company to introduce Taylor†™s scientific management in Britain (Boyns, 2001).Hans Renold â€Å"probably was the first British industrialist to appreciate the work of F. W. Taylor and adapt it to British management practice† (Urwick, 1956). He started to change the organisational structure and introduced a new functional organisation supported by a system of committees in 1908 (Boyns, 2001). Although there were some problems arising such as little resistance from the bulk of the workforce, scientific management principles were eventual successfully adopted at Hans Renold Ltd eventually (Boyns, 2001).The author of this article introduced the first application of Taylor’s scientific management in Britain and emphasized the fundamental position of scientific management in management history as it has already been applied for a century and it still plays a significantly important role in increasing the efficiency in the organisations in the 21st century. Application to Current Management Practice A round the Twentieth Century, Taylor’s scientific management theory had been widely used in the manufacturing and services industries.In the 21st century, scientific management does play an important role, and it is applied in several modern organizations. McDonalds is the world’s most famous brands, which is leading in the globally branded quick service restaurant applied the scientific management successfully in their business operations. Initially, Taylor (1911) stated that wage systems without incentive result in low productivity if no matter how much is produced the employee will gain the same pay. McDonalds stimulates employees in many effective ways.Regardless of the base pay, McDonalds develops competitive wage and promotion programs, hard work, motivation and results are recorded and rewarded at McDonalds (McDonalds, 2006). In addition, McDonalds also establishes great incentive programs in which employees have an access to gift and free food (McDonalds, 2006). McDonalds also offers an incentive pay system and provide the opportunity to earn competitive total compensation for employees when they successfully achieve the goals (McDonalds, 2006).Moreover, Long-term incentives are ensured to employees who are qualified to both reward and long-term creation at McDonalds (McDonalds 2006). Secondly, one of the most important principles of Scientific Management is scientifical training. Taylor (1911) suggested that each company should train the workers scientifically rather than passively leave them to train themselves. McDonalds has a strong belief in training, and training becomes a tradition at McDonalds, because they know its value to the bottom line of their business.Everyone in the business should attend a significantly important training, whether part, full time, hourly paid staff or salaried managers undergoing their compulsory restaurant training (McDonalds 2006). When a new employee joins McDonalds and starts his first working day, he will accept training at once. McDonalds even set up a Hamburger University, and the purpose of this action is to provide all McDonalds Corporation and Franchisees employees with training exclusively in various aspects of the business (McDonalds 2006). Those training systems make their staff more efficient and professional.Finally, Taylor (1911) taught that the only one method of work that maximized efficiency was to develop a standard method of performing each job efficiently by companies. McDonalds builds up a series of detailed and strict working standards, which guarantee that every product from any chain restaurant has high quality (McDonalds 2006). Moreover, McDonalds staff is specialized in different production procedure (McDonalds 2006). McDonalds has developed a standard method of performing each job and the employees can perform efficiently. ConclusionIn conclusion, the authors of the above three articles explained the Taylorism precisely and explicitly. The core thinking o f Taylor’s scientific management was efficiency particularly was speed, and it is widely applied in most modern organizations such as McDonalds to help increase the productivity. Although Taylor’s scientific management has some limitation as sometimes managers could overlook to collect important data by relying on it excessively, it still made an important contribution to the business world in the 21st century.Taylor laid the foundation of management, and with the application of scientific management, production efficiency has improved. Much of core of Scientific Management remains with us today, only been modified, updated and given a human face (Freeman, 1996). Term Paper on Functions of Management Eritrea Education Sector Development Program – Program Management Unit ESDP-PMU Management Functions 1. Introduction: Management is defined as the process of getting activities completed efficiently and effectively with and through other people . It encompasses an a rray of functions with which it accomplishes different tasks done successfully.These functions include planning, staffing, organizing, directing, and controlling. The Eritrea Education Sector Development Program – Program Management Unit, abbreviated as ESDP-PMU, is an institution destined to accomplish education sector program objectives that have to be viewed in terms of the government policy to boost the education sector in all aspects. Through the educational sector intervention, ESDP-PMU works to ensure increase in access, improve quality, boost capacities in all levels of the sector, and ensure equity in delivery education services.This paper explores the management functions in the ESDP, highlights strengths and weaknesses in view of the theoretical aspect of management function. Finally, it highlights some few salient points that are worth mentioning and by way of recommendations it tries to shed lights on issues that need improvement. 2. Overview of the management fu nctions: Henry Fayol defines management as a science of forecasting, planning, organizing, commanding, coordinating, and controlling. The most commonly cited management functions are planning, staffing, organizing, directing, and controlling.Planning refers to the base of the other management functions. It is the management of the organizations’ future in an uncertain environment . Plans can be strategic, tactical, and operational. They can also be long-term or short-term. Plan should be built on specific, attainable, and challenging objectives. In the materials for the management course of SMAP it is mentioned that planning is important in that it offsets uncertainty and change, focuses attention on objectives, helps in coordination, gains economy of operation, helps in control, and increases organizational effectiveness.In that sense it divides plans to standing and single-use plans. Organizing refers to the organization of resources in an organization. Such organization ca n be charted on an organizational chart . Through this function management tries to determine the inside directorial configuration, establish and maintain relationships, and also assign required resources of the organization. Staffing functions follows the organizing function of management. Staffing refers to the filling and keeping filled positions on positions created by the preceding organizing function .Thus, staffing encompasses tasks such as recruitment, selection, training and retraining of employees. Directing refers to the control and supervision of the actions of the staff, thus, enables them to achieve the company’s goals and also accomplishing their personal or career goals which can be powered motivation, communication, department dynamics, and department leadership . Controlling refers to activities related to setting performance standards based on the objectives of the organization, measuring and reporting actual performance, comparing the two, and taking corre ctive or preventive action as necessary.As management is a creative problem solving , the coordination of the various functions mentioned above contribute to an efficient and effective accomplishment of tasks. The section below review the management functions in the ESDP-PMU. 3. Review of the management functions in the ESDP-PMU: The ESDP-PMU is destined to accomplish education related projects. These projects are financed through the proceeds coming from International organizations such as the World Bank, African Development Bank, European Union, as well as other UN bodies such as UNICEF and UNFPA.Each financier or development partner requires the need to follow ones procedures. The other dimension of the matter that needs attention is that each financier or development partner is set up to achieve each project objectives. Thus, there are kind of awkwardness in reaching a harmonized program objectives. Planning function in the PMU The PMU believes that proper planning is a prerequi site to success. It is concerned with the future impact of today’s decisions. In the PMU there is a section that deals with planning issues.It prepares tactical and operational planning in view of the project objectives. The planning that is made part of the Financing Agreements with the respective development partner can be taken as a strategic one. The Planning Section of the PMU prepares an Annual Work Plan and Budget (AWPB). On the basis of which, the procurement section derives its procurement plan, and the finance section derives its financial and disbursement plan. Therefore, we can see the following relationship in the planning function of the PMU. Graph 1.Planning function relationship From the foregoing planning relations graph, we can observe that all the activities envisaged to be done in a year or a year and half through the plans of the respective sections. Overall, all these plans reflect the scenarios â€Å"where we are now? †, â€Å"where do we want t o be? †, and â€Å"how do we get there? †. It is good also to note that the submission of plans and seeking approvals is mandatory. This procedure is deemed appropriate and practically does positively affect the projects. Organizing function in the PMUTo the PMU organizing function refers to establishing the internal organizational structure of the business. The focus is on division, coordination, and control of tasks and the flow of information within the organization. It is through this function that the manager distributes responsibility and authority to employees. The organizational structure of the PMU is shown below. It takes into consideration the objectives and tactics already identified in the planning stage. The structure decides the division of labor, delegation of authority, departmentation, span of control nd coordination issues. When we come to the division of labor, the PMU is divided into 5 sections, viz. , Planning, Monitoring, and Evaluation (PM&E), Pr ocurement, Finance, Engineering, and Administration sections. And all the employees are recruited in such a way that they are fully occupied. In regards to the delegation of authority, as reflected in the organizational structure, the authority is exercised as per the stipulated structure. The sections coordinate their work so as to achieve the objectives. This means that no section can stand alone.Staffing function in the PMU Staffing encompasses the tasks of recruiting, hiring, training, lay-off, and compensation of employees. The PMU recruits its staff with due regards to the management and labor needs. In so doing, it prepares job description, builds a pool of applicants, review the applications and select those to be interviewed, do the interview, check references, and select the best suited candidate and hire him. The PMU provides training to its staff in view of the timely job related developments and requirements.For instance, the staffs are made to be actively involved in t he endeavors to upgrade themselves. Similarly, the PMU lays off its staff in view of staff’s reflections of incapacities in doing the tasks or showing other behaviors that are believed against the norms of the organization. It is the right of the employees to receive the needed compensation related with the job they undertook during their stay in the PMU. Directing function in the PMU Directing is influencing people's behavior through motivation, communication, group dynamics, leadership and discipline.The purpose of directing is to channel the behavior of all personnel to accomplish the organization's mission and objectives while simultaneously helping them accomplish their own career objectives. Highly motivated people perform better than unmotivated people. Motivation covers up ability and skill deficiencies in employees. The PMU gives motivation top priority. Employees are motivated through the material, financial, as well as work environment privileges. This is very impo rtant aspect that expedites the realizations of the objectives.Besides, the communication issues are very important as part of the directing function of management in the PMU. The staffs are careful enough in their communicative efforts such as with the financiers, partners, suppliers etc. The staffs are appraised for what they do, and disciplinary measures are taken for incidents of misbehaviors. Controlling function of the PMU Controlling in the PMU is done in view of the performance standards (indicators) set in each financing agreement back before the start of the implementation of projects.The Planning, Monitoring, and Evaluation Section of the PMU take care of such tasks as monitoring activities and evaluating against standards. The Planning, Monitoring, and Evaluation Section undertake routine or surprise checks of activities. At the mid term and final term of projects, they also conduct evaluations. In so doing, the section seeks preventive and corrective measures such as th e incorporation of new mechanisms of implementations. The controlling function is done in all aspects of the program, such as controlling assets owned by the office, control on the staff in terms of their work hours. . General Observations in the PMU The PMU is known for its staff that is aware of the virtues out of team working, learning by doing, and complementarities. These attributes are very important for the management function to achieve effectiveness and efficiency in the tasks that are destined to accomplish. Most of the staff members are young professionals that they can learn easily from experiences of others, and that they possess the merit to catch up things through continuous reading. The team work in the PMU has assisted the effective accomplishments of activities as scheduled.Synergism is common place, and supporting one another is highly worked upon. 5. Recommendations From the foregoing we can understand that the PMU fully undertaking management functions. In order to cement the positive sides of what is going on in the PMU, I recommend the following points: †¢ that the various projects need to be harmonized †¢ that the staffing function be done in view of the experiences already nurtured. This means the job description in trying to hire staff has to be used in such a way that team work is given greater weight. that more training need to be provided to the staff †¢ that the young professionals be retained as a team in order to pursue the implementation of similar projects in other sectors such as agriculture, etc 6. Conclusion Efficiency and effectiveness are key words related to the realization of plans. The realization of this is the task of management. Management does these through the coordination of its functions. These functions are planning, organizing, staffing, directing, and controlling.The PMU is reputed for pursuing a management style that assists in the realizations of set objectives effectively and efficiently. Al l management functions are employed in the PMU, and thus the fruits of these concerted efforts are tangibly realized. 7. Works cited Website http://choo. fis. utoronto. ca/fis/courses/lis1230/lis1230sharma/plan1. htm http://www. ag. ohio-state. edu/~mgtexcel/Function. html http://www. ag. ohio-state. edu/~mgtexcel/Staffing. html http://www. buzzle. com/articles/management-concepts-the-four-functions-of-management. tml http://choo. fis. utoronto. ca/fis/courses/lis1230/lis1230sharma/history4. htm Kiflemariam Abraham, Reading on Principles of Management. March 2007 Management Term Paper * * Help Desk Operations for the Operating Forces Wilfredo Santiago Park University Author Note This is an insider view on how to streamline and improve the services provided by MCTSSA (Marine Corps Tactical Systems Support Activity) Help Desk to the Operating Forces. Abstract MCTSSA Help Desk was established over 10 years ago to provide technical support to the operating forces.Today the Help Desk is referred to as OFTSSC (Operating Forces Tactical Systems Support Center) with a specific mission stated as: to provide continuous, distributed technical support, troubleshooting, and problem resolution for Command, Control, Communications, Computers and Intelligence (C4I) systems, in order to optimize those systems as force multipliers in assisting Marines to win battles. While the OFTSSC focuses on the needs of the Marine Corps, it offers technical assistance to all C4I system users across the entire Department of Defense (DoD), U. S. Government and all U.S. Foreign National Allies. The OFTSSC provides its customers with remote technical assistance by facilitating online access to supported system documentation, system software and offering live interaction with system subject matter experts (SMEs), via phone, online chat, and email. If a solution to a customer problem is not immediately available, OFTSSC personnel will actively work to obtain a solution by elevating customer issue s to MCTSSA support engineers, system vendors, Marine Corps Systems Command program managers or other commercial or DoD customer support agencies.Help Desk Operations for the Operating Forces The OFTSSC from the start operated in an ad-hoc manner maintaining its mission capability with a support staff composed of contractors and civilian government analysts and a limited number of uniformed personnel. This odd mix of employees with identical goals as a mission end state has presented a management challenge that has hampered efficiency and responsiveness in providing the services as defined in the stated mission. This paper will address three persistent problems that exist within OFTSSC.First, the lack of a verifiable control measure to gauge analyst productivity and quantified work output. Staffing is also a source of issues that continue to impact OFTSSC’s ability to maintain its credibility as a reliable source of SME (Subject Matter Experts) and it has a continuing difficu lty at retaining well trained employees to stick around. In fulfilling its function as a help-desk/support center for the operating forces, employees routinely receive calls from customers describing problems they encounter when employing tactical systems whether in garrison or on deployment.These calls are inducted into a database repository, Remedy. Here the adequacy of Remedy in providing as an output control comes into question. Although Remedy is widely used in the help desk community it is a system that requires a lot of labor intensive modifications to get take advantage of its capabilities as a help desk database tool. Currently, Remedy is employed as an out of the box software with limited modifications. Remedy can be modified as an output control tool that will enable management to effectively monitor employee productivity and efficiency.By design Remedy not only archives problems customers refer for solutions it also is a repository of all solutions created by analysts wh ich is then made available for future use or reference as a knowledge based article (KBA). As calls are received from customers analysts input all data related to problems being referred for assistance into Remedy. The information will include system type and nature of the problem and complete customer information. All these information is populated onto a standard template. The analyst then proceeds to research the KBA archives by using a key word search related to the problem.If a solution match is found this is provided to the customer and the problem is marked resolved and archived. The utility of the Remedy database is not fully exploited as any type of record created is only available only thru accessed. With all these information available within a central repository it should be made available for for all analysts at a glance providing a snapshot of the problem, the status, whether pending, resolved or in progress. This should be displayed on a large monitor for all to see. With this information on display all analysts will have current status of all problems available at a glance.At a minimum this should display two weeks worth of activity. This display will serve as visible output control measure to gauge analyst activity and productivity. This quantifiable and measurable display of work output can be used as an objective measure of performance and used as a basis for compensation rewards. For the analyst this will also serve as a current constant visible reminder of work that is pending, in progress or completed. Today the mix of employee analysts within OFTSSC has a variety of skill sets whose qualifications for the jobs are based on their past work experience with a particular system.This has been a detriment to OFTSSC’s ability to provide reliable analysts consistently without periodic unavailability due to SME absence. This is a cause for concern because of its impact on the service reputation that is expected by the customers – av ailability among others. To fill this requirement gap it is imperative that the depth of analyst skill sets be enhanced. There are thirty analysts currently employed supporting over forty varying systems which include a variety of tactical radios. The systems are grouped into Command and Control (C2) or Tactical Applications (TacApps) with tactical radios included into TacApps.This grouping is done for purposes of limited management and tasking deconfliction. Personnel tasking however blurs the lines of personnel assignments as analysts are often randomly assigned to provide assistance on systems that he or she is not officially assigned. The practice has in many situations caused unexpected disruptions in service quality. Because too often analysts assigned to tasks do not possess the subject matter expertise to provide support requested. To mitigate this situation a training program that will involved cross training all analysts need to be instituted within OFTSSC.Staffing has to be reviewed and a reorganization of the analyst teams will have to be done in a manner that permits a well defined tasking of all analysts based on skill sets and grouping them based on previous assignments. Within each grouping a program of OJT (On the Job Training) will be initiated by pairing each analyst together and each one go thru a training program designed to increase their depth of skill and familiarity with systems other than those they are qualified on as an expert. During the training period ample opportunity will be dedicated to having the trainer and trainee to conduct business as a team.This process will be akin to a mentoring process that facilitates the transfer of knowledge and skill that will improve the services provided to customers. Reorganization and staffing once completed will result in a reliable and available analyst well trained on the system supported. The improved skill sets will require to be maintained if the quality of service is to be credible, thi s can be achieved with a programmed sustainment training that should include in-service training and follow-on continuing education to keep current with the dynamic nature of technology.Summary The operation of a support center such as OFTSSC is unique in that its main customer is the operating thus the focus of its services are the uniformed personnel who maybe in harm’s way, because of this it is critical that the quality and accuracy of service and information provide require a level of expertise that is above the norm. Analysts are assumed to be the experts on the systems they support therefore it is imperative that their training and quality of service measure up to the standards.If the service provided is to have any value or credibility the provider must have the requisite knowledge and training to be consistent with the required standards. At the onset staffing should focus on critical skill sets that are vital to the operational demands of the customers and they shou ld sustain the currency of those skills. In order to maintain and improve the depth of knowledge and skill sets training is essential and once established sustainment will be required.Hiring standard is another area that will have to be visited to ensure that standards are maintained and qualified personnel are selected. This will preclude the impact of substandard services to the customer. References -3 points for not utilizing MG352 text to support term paper. 1. Operations Chief: OFTSSC Standard Operating Procedures, 2010 2. The Information Technology Infrastructure Library (ITIL) version 3, 2011 3. http://www. bmc. com/solutions/itsm/it-service-management. tml -3 points for improper citing of reference; below is how article from the Internet should be cited Author (2012, May 15). Name of Article, Date retrieved from the internet & http://www. link. com 4. http://www. marines. mil/unit/marcorsyscom/mctssa/Pages/OFTSSC. aspx -3 points for improper citing of reference; below is how article from the Internet should be cited Author (2012, May 15). Name of Article, Date retrieved from the internet & http://www. link. com

Changing the Reputation of Nursing Homes

According to Sampsell (2003), In the next 25 years, 76 million baby boomers are preparing to enter the nursing home (LTC) (p. 41). For elderly people who need to strengthen medical care, special nursing home for seniors is a major provider of elderly people who usually have long-term health problems related to disability and dysfunction (Luskey and Ingman, 1994 , P. 265). Due to the anticipated increase in service demand, industry leaders will be able to understand households, consumers, and employees about nursing care facilities by implementing non-traditional principles for attracting new residents I am trying to change. The special nursing home for the elderly has made tremendous changes in the past few decades. Government regulation and pressure from consumers are driving these changes. Today's sanatorium is a highly regulated quality institution for care and treatment of elderly with severe and / or mental disorders. There is no similar rule to aid living facilities to take car e of special nursing home for the elderly. Almost half of the people living in the nursing home for the elderly are over 85 years old. Relatively small resident is under 65 years old. Most are women (72%), many of them do not have spouses (about 70% have been widows, divorced or never married), only a few families and friends are seeking support. The shortage of nursing for nurses in special nursing home for the elderly has been a problem in the medical field for many years. This shortage has a serious impact on today's social welfare facilities and special nursing home for the aged. Because 8.1% of nurses became missing in 2008, it is important to understand the situation of nurses (solving the lack of care, 2010). In order to help people understand more about the shortage of nurses, this article will discuss resource shortages, stakeholders, economic flows, changes in supply and demand, pricing. Moral care and care in a special nursing home for the elderly are essential. There are many unethical practices in special nursing home for the elderly. Since it is doubtful whether the special nursing home for the elderly is safe or not, the special nursing home for the elderly needs to take care of the elderly and those who can no longer manage it at home. Many residents believe that nursing homes are their home. - In the beginning of the 20th century, there is no sanatoria we are talking about now. If the elderly can not go anywhere, they will be sent to a devastated poor farm. On August 14, 1935, President Roosevelt signed the Social Security Act to provide appropriate subsidies to each state 's old aid (OAA). This in turn starts opening up private houses, allowing people to live in nursing homes and request old age allowances.

Pro-Choice Versus Pro-Life Research Paper Example | Topics and Well Written Essays - 1000 words

Pro-Choice Versus Pro-Life - Research Paper Example There is no end in sight to the pro-life versus pro-choice argument. The pro-life argument is against the practice of abortion and the legalizing of abortion. In the pro-life argument, the main point of view is surprisingly supported both by religion and science. The religious perspective is that life begins at conception. It is a gift of God and human beings do not have the right to deny this life from seeing the light of day. This makes abortion tantamount to murder. Science supports this argument through its findings that the fetus starts to display several determinants of life at a very early stage. Thus the main basis of the argument against abortion is based on the fetus as an individual life separated from that of the mother, and that it is wrong to destroy such life. It also goes on to argue that abortion is the denial of the right to life of the fetus, and by abetting abortion, society would be guilty of denial of the rights of the fetus The other perspectives against abortion include the harm that abortions cause the mother and the impact of abortions on society. Abortions are unsafe and can lead to severe complications for the woman immediately after the abortion, or in terms of long term complications, including the dreaded breast cancer. Other complications could be demonstrated at the time of delivery of a child, should the woman choose to have a baby later. The impact on society lies in two arguments. The first is the economic costs to society as a result of abortion. The second argument is that if the fetus is morally expendable, child abuse is bound to arise. Instead of abortion, avoidance of unnecessary pregnancies could be brought about through the use of contraceptives or abstinence from sexual activity. (2) Â  

South circa 1900 Essay Example | Topics and Well Written Essays - 1000 words

South circa 1900 - Essay Example While slavery ended at the end of the century, segregation came in the dawn of the new century with the passage of the Segregation Law in 1880. The southern states, particularly Tennessee first passed the segregation law prohibiting the mingling of races in all public places particularly in public transportation. Another law was also passed which is the Disenfranchisement Law that deprived Afro Americans of their right to vote. The passage of the segregation law and disenfranchisement law meant the white and the black cannot be together on public places and public transportation. These oppressive laws were then implemented in various states and municipality mandating the segregation of the blacks and the whites not only on public transportation but also in other aspects of public life that include, schools, hospitals, parks, movie houses, hotels and even restrooms. Even courtrooms which are supposed to dispense justice were not spared as it was required to have separate bibles for a black and white witness. The separation of books was not only limited in theological scriptures but also on schoolbooks where the textbooks of the white and black students were stored in different warehouses. The famous anecdote about Rosa Parks not giving up her seat to a white passenger sprung up from the segregation law where a black person has to give up his or her seat to a white person (blacks and white in the early phase of the segregation law cannot be together in public transportation). The Disfranchisement Law as the name implies, remove the right of the Negro to exercise his civil liberty to vote by despite the guarantee of the Fourteenth and Fifteenth Amendments. This was evident with the exclusion of the blacks from the list of those who can vote in 1870 and made it more difficult for blacks to vote (if they can) by passing the poll tax law. Ridiculous as it may sound but a literacy requirement was also enacted in 1890 that if a black person is allowed to vote, he or sh e must satisfy the â€Å"understanding clause† that they understood the constitution before the state registrar. Naturally, the determination of the black person’s fitness to vote became arbitrary that deprived many of them of their right to vote. Voting restrictions were also imposed to make it difficult for black people by stating deadlines of poll tax payment and voter registration unannounced. All of these were designed to make it difficult, if not impossible for a black person to vote. Many scholars, including Ayers are seeking the answer why was the law passed and many scholars contended that American society was not yet ready to accept the Negro as equals in all dimension of life that it was too radical an idea for a race that was once a slave to become an equal. Such, the separation between the two races, where the white can again impose its superiority among the blacks had to be imposed through the creation and passage of segregation and disenfranchisement law . Ayers however argued that while to some extent this could be true, there are several factors that led to the passage of these laws that shaped the socio-economic status of Afro-Americans in the 19th century. Ayers contended that the Jim Crow law was a result of various forces that include political, class, and psychological issues that was a byproduct of America’s industrialization. It could also be taken as an attempt to put the Negro in the south in his or her â€Å"

White paper Essay Example | Topics and Well Written Essays - 500 words

White paper - Essay Example The idea here is to gain acceptance and thus every sentence ought to be written with this in mind and carefully. Green infrastructure is now becoming the key and big thing for the achievement of a green world. It turns the concentration of attention to enhancing the management of the spaces and areas between the buildings as contemporary economies put great efforts to develop their performance at everything environmental. This project was draw out of this realization and will endeavor to develop the plan and strategy for the Green Infrastructure Development in West Bronx, 3rd Avenue Commercial Corridor. With rapid rate of urbanization and environmental degradation, going for the green infrastructure is the only option to balance between the two and ensure that none overdoes the other. There is a need to demand and formulate higher and more vigorous mechanisms of ecosystem function. There is need for deeper understanding the vital patterns and significant processes of healthy ecosystems and how this can be utilized to go beyond a fairly passive conservation approach to form a more resilient and regenerative systems of green urban infrastructure. Conserving the environment results to the benefits to the society both economically and socially.

Memo and Email Article Example | Topics and Well Written Essays - 750 words

Memo and Email - Article Example Although organizations benefit a great deal from the use of email services for correspondences, there has been a growing concern regarding the misuse of email services, which are proving costly to organizations. Evidences across organizations show that emails are increasingly at risk of misuse by malicious employees. The increased misuse of company emails has seen a rise in employers firing their workers now and then. Current estimate shows that more than a quarter of employers have fired their employees for e-mail misuse. For instance, PNC Bank recently fired Norma Yetsko and Heidi Arace for sending offensive jokes on companys email (Morales 3). The Management of PNC Bank claimed that the two of its employees violated the company policy by misusing the company emails by sending offensive jokes, which were not only defamatory, but also landed the company into a lawsuit. MacDonald Dettwiler Company also fired two of its employees, Nicolas Di Vito and Alastair Mathers for sending offen sive emails depicting the sexual gymnastic of a female co-worker who is overweight. The offensive email resulted in a lawsuit in which the offended woman jointly sued the company and the two employees for defamation (Morales 3). These among other incidences shows how misuse of company email can be costly to a company. In both cases, the email misuse by the employees dented the image of the two companies and resulted in a civil liability. The email risks that happened at MacDonald Dettwiler Company and PNC Bank can happen in any company at any time. Therefore, to prevent the occurrence of email misuse by employees, it is critical for the management to create guidelines that define how emails are used in the organization. Creating email guidelines will be of great benefit to the company since it will ensure that the companys staff uses emails professionally thereby protecting the professional image of the

CROWN BRIEF SYNOPSIS police foundations program english Essay

CROWN BRIEF SYNOPSIS police foundations program english - Essay Example It is imperative to notice that a broken beer bottle was found near the foot of the third injured male. As an investigative measure, the statements of four witnesses were taken. The four witnesses did show some variance in terms of their eye-witness accounts. The first witness said that the first male victim had been assaulted by the latter two, when he tried to assault them by using weapon, which was a small knife. The second witness sided the first one, almost echoing the same version. He also added that the first victim had provoked the other two victims who were drinking beer. The third witness said that he had seen t he first victim using his knife and cutting the knuckles of the latter two, while one of the other victims had broken the beer bottle on his head. The last witness, however, changed the story and said that he had not seen the first victim carrying any weapon or provoking the other victims. By assessing the common witness statements given, one can conclude that the first victim had indeed provoked the other two, who had, in a bid to safeguard their lives, assaulted the first victim.

Reflective on Customer Relationship Management Strategy Case Study

Reflective on Customer Relationship Management Strategy - Case Study Example Specifically, the report attempts to narrate the background of the necessity of a CRM plan from the company's perspective and objectives for which CRM plan was developed. Furthermore, I have tried to portray the challenges that the company has faced and the prescribed the ways to overcome those challenges. The essay is concluded with my experience of doing an informative project and the lessons I learned out of my experience. Now, I feel that if I had been given little more time for completion, the project would have been much better. The CRM project has bee done as a part of my curriculum in the Business System Integration Coursework for the week 5-10. The project has been completed in association with other students who have been selected for the group to which I belong. The assigned project was to prepare a CRM plan and Implementation strategy for a big company- Alcatel Company, which has been in telecom and entertainment industry for last several years. The main aim of the project was to provide a practical exposure to the students as to how integrating business system works and how effectively CRM strategies can be framed and implemented. Apart from that, it attempts to equip the students with the knowledge and experience about teamwork and communication skills. The work starts with situation analysis of the company to know about where it stands and where it wants to reach and what is the difference between the two states. After analyzing the background of the company, the next task was to propose a CRM plan and implementation strategy so that the company can overcome its present problems and challenges. The work has touched almost all functional areas, which have a bearing upon the CRM plan and its implementation. The project was concluded with suggestions and recommendations to further improve the CRM plan effectiveness and reach the goal of customer loyalty and sustainability. All efforts have been put to make the work most efficiently and contributing prosperity to the company.Aims and Objectives 1. To enhance the knowledge about Business System Integration To get acquainted with how to formulate and implement CRM strategies Apply CRM concepts to real-life business situations 2. To realize the effectiveness of teamwork in contrast to working in isolation and develop team working skill The group emphasized on teamwork and every decision was taken in consultation with all team members Held meetings regularly to discuss difficulties, solutions, plans, and processes3. To undertake the assignment in a professional manner and complete it successfully Devote enough time to come up with the best CRM strategy appropriate for the company Extensive research of books, articles and other secondary sources on CRM implementation.

Goal statement Essay Example | Topics and Well Written Essays - 500 words - 1

Goal statement - Essay Example Interdependent when it involves patient’s plan of care development, working together with the doctors, therapists, patient and patients family, and coordinating the patient care performed by other members of an interdisciplinary health care team. Their roles are defined as independent when it is the nurses that are involved exclusively in the care of the patient. The nursing profession is guided by ethical standards set by bodies such as the American nursing association that rates how efficient the nurses are in identifying the patient’s source of pain ad bringing that patient relief (Hogan Et al, 2014). How effectively are the nurses communicating with the patient’s doctors, family, and the patient in acting as a bridge between the patient and all those around him? How effectively are the nurses meeting the patient’s emotional requirements, as care is a wholesome approach? How well are the caregivers responding to the needs of the concerned family such as strain, stress? The main reasons for seeking advance sociality preparation in the nursing profession include career advancement. The goal of the nurse may be to join other leaders in the realms of the top administration of a facility. Obtaining an advanced degree is essential in reaching your professional goal within the upper levels of nursing management. The other reason is salary increment. Irrespective of the field of choice or the geographical region of ones practice, advanced specialty preparation, guarantees the nurse some increase in benefits and allowances enjoyed. The nurse enjoys more flexibility this is because the nurse may choose whether to operate a full time or part time work schedule. The chances of autonomy are significantly increased once one take an advanced specialty course because the nurse is in a position to establish their independent practice (Hogan Et al, 2014). The reasons for choosing to specialize in

Pennsylvania Association Essay Example for Free

Pennsylvania Association Essay The right to an appropriate public education and equal treatment of children with disabilities has been a highly contested issue in the last few decades. Until 1975, most disabled children were deliberately segregated and denied the right to education. In 1971, a case was filed by the Pennsylvania Association for Retarded Children against the Common Wealth of Pennsylvania (PARC v. PA) on the access of to public education by the children with disabilities. Attorney Thomas K. Gilhool represented PARC while Attorney Gen. , Ed Weintrub represented the defendants in the three judge case. The concerned parents (plaintiff) through their attorney argued that children with disabilities were denied free access to education and/or an appropriate and adequate education under the then instructional programs (United States District Court, 1971). Inspired by the equal rights movement, the parents presented their claim through Attorney Thomas who based his argument on the Brown v. Board of Education case which had ruled out that the equal but separate schools’ segregation in practice was unconstitutional under the Federal constitution’s Fourteenth Amendment. However, the defendants (commonwealth) did not struggle for the exclusion of such children but rather opted to collaborate with the United States federal court and PARC to arrive at a consent agreement. The case led to a landmark decision affirming that children with disabilities have an equal right to education at the expense of the public including due processes. Ruling on the case, the judges referred to Section 1304 of the 1949’s Public School Code under which they forbid any form of denial of access of the mentally retarded children to free public education and/or training program (Ibid). Quoting Section 1372(3) of the same code, the court ruled against denial of home based instruction to any child with child retardation on the basis that the disability due to retardation is not short-long-term and/ or that the retardation is not accompanied by physical disability. The ruling also obliged the defendants to conduct with immediate effect a reevaluation of the stated plaintiffs including all other mentally retarded individuals of 6 to 21 years and provide every one of them appropriate and free public education program and training in line with their abilities (Wise Fagan, 2000). PA was also ordered to provide a preschool program for both mentally healthy and retarded children below six years of age according to their abilities The ruling demanded that commonwealth provide free appropriate public education (FAPE) which is an individualized educational and training program that meets the specific needs of each individual according to their type of disability. This implies that a school psychologists, regarded as a diagnostician with the responsibility of conducting individual study and evaluation of abnormal cases to provide recommendation. The psychologist is concerned with the assessment and arrangement of contingencies for groups or individual students (Ibid). The ruling of this case expanded the scope to which the psychologist could intervene into individualized cases as the limited focus on individualized instruction formerly practiced was lifted. For instance, prior to this case, a school psychologist would have been limited to offer intervention programs recommending special or individualized care since segregation did not allow it. This means that the school psychologist is no longer limited in the range of individualized remedies they can offer to various instructors. The U. S Federal Individuals with Disabilities Education Act (IDEA Act) governs the manner in which public agencies and states provide special education and early intervention programs for children with disabilities. It focuses on the age bracket ranging from birth to 21 years of age. IDEA was formed from the preceding Education for All Handicapped Children Act which is a product of several federal laws ruling against the unconstitutional segregation and deprivation of public education and training programs to children with disabilities (Network of Advocates for Promising Practices in Education). The ruling of the PARC v. Common wealth case provided the platform for these similar cases that facilitated for the 1975’s Education for All Handicapped Children Act that guaranteed for the first time, constitutionally protected rights to an appropriate and free public education to youths and children with disabilities. Amendments on the law in 1990 had the name of the Act changed to IDEA. This 1971 ruling has continued to impact on IDEA and disabilities issues at large since through its consideration, the former unconstitutional segregation of schools on separate but equal basis was nullified. References Network of Advocates for Promising Practices in Education, IDEA History. Retrieved 27 May 2010 from http://www. etsu. edu/idea/nappe/ideahistory. html. United States District Court. (1971). Pennsylvania Association for Retarded Children v. Commonwealth of Pennsylvania, 334 F. Supp. 1257 (E. D. PA 1972). E. D. Pennsylvania. Retrieved 27 May 2010 from http://www. faculty. piercelaw. edu/redfield/library/Pdf/case-parc. pennsylvania. pdf. Wise, P. S. Fagan, T. K. (2000). School Psychology: Past, present, and future. (2nd ed. ). Bethesda, MD: National Association of School Psychologists.

Star Tv Case Study Essay Example for Free

Star Tv Case Study Essay STAR TV was using asiasat-1 satellite to beam their channel to Asian country. The grand strategy that has been using during this time was growth. The fact is most of the 2. 7 billion people living in the 38 countries extending from Egypt through India to Japan and from the Russian Far east to Indonesia do not have television sets and satellite dishes. Yet STAR TV has debuted 24-hour all sports television program, beaming the U. S Open Tennis tournament via satellite to these potential audiences in Asia. The five channels being offered were Sports, News, Music TV, Entertainment and special channel to learn mandarin. The subcategories of the grand strategy during this time that had been using by STAR TV were intensive/concentration. As we know, the intensive strategy is divided into three things which are Market penetration, Market Development and Product Development. As for market penetration, previously STAR TV was initially targeted to a select 5 percent of the population in major markets in Hong Kong, Taiwan, South Korea, Indonesia and India. These are the countries that they chose to being penetrated and to increase the market share. This segment of the potential audience is made up of English-speaking, well-educated, well-travelled and wealthy Asian. All channels were in English without subtitle/translation that made most of the targeted countries’ residences were not interested to subscribe it. Plus the Television was very difficult to get due to the price was considered expensive. Japan was not in targeted country due to Japan already had its own well-developed satellite TV network. On the other hand, Japanese were not interested in English because they didn’t speak/understand English at that moment. With the $300 million initial capital, some observers predicted that STAR TV would lose massive amount of money in getting the audiences. As for the market development of the subcategories, STAR TV introduced the satellite dishes which were new to audience. Customers were scared to buy because that was new to them. They didn’t really understand of its functions. STAR TV had come out with many campaigns and advertisements to audiences to make they know the functions well. However, when STAR TV sports channel offered world cup cricket championship in 1992, sales of satellite dishes were skyrocketed, particularly in areas that had once been British colonies. Everybody was interested in watching those channels in Asia. The subscribers were increased from time to time and they enjoyed not only sports but they also were getting music television (MTV), News channel, Entertainment (movies, drama, etc) and Mandarin learning channel. Initially STAR TV was making its money solely from advertising. They found that the profit unable to bear all the cost in order to maintain the good service level and product enhancement. They were start thinking and they found an idea on how to increase the income. They implemented pay channel concept as for the product development. They courageous to implement this concept were because their audiences were reaching a total number of 3. 75 million households in eight countries just after a year it began operating. The porter five forces involved during this previous time were suppliers, customers, and substitute product. The suppliers were not so many which had given less choice to Star TV to choose from. The price fight was almost zero. Most of them were providing the service in equal price quotation. Star TV had to follow whatever price that had been setup by suppliers. The suppliers were including production house, raw material, labor or manpower, components and other supply. Most of the customers were not a native English speaker. As for the target market, no more than educated people subscribed this Star TV at first when it was launched. However, Star TV found that sports can be watched without understand the English when the customers subscribing rating were increasing during world cup Cricket being beamed by Star TV. Star TV provided 24-hour sports channel and it had been a strong point for customer to chose compared to other channels. The threat of substitute product was typically impacting the industry through price competition. The competitors were such as NBC, ABN (Jow Dones), CNN,Nine Network Australia and local station. The local station could provide the live sports game for free while Star TV needs to pay to watch. Definitely customers chose local station because it is free. For a reason, the rating had been decreased due to this threat. Nevertheless, Star TV had it own advantage where the channel is beamed clearly without dotted screen like an aerial TV. Compared to other satellite TV, Star TV needed to lower the price to get more customers. In other words, Star TV could not run from price competition. GENERIC GRAND STRATEGY AND ITS SUBCATEGORIES CURRENTLY PURSUING AND THE PORTER 5 FORCES INVOLVED In 1993, News Corp, headed by media mogul Rupert Murdoch, purchased 64 percent of STAR TV and later bought the remaining shares for total cost of $825 million. The acquisition was undertaken because of supply-side as well as demand side impetus for standardization. The generic grand strategy used once Rupert Murdoch bought START is also growth. Murdoch was looking to have very big shares in the Asian market. He is the owner of News Corp seeing that with the purchase of STAR TV, he can beam his channels all over the Asia with the very efficient cost. For the subcategories we can say that STAR TV was using intensive/concentration as well. It is the same with subcategories earlier but now the method is different. It still involved Market Penetration, Market Development and Product Development. However, other than intensive/concentration, during this time STAR also using integration for its subcategories. STAR was using rearward method. It was considered as rearward because STAR has been in the same company with one of its suppliers which is News Corp once bought by Rupert Murdoch. News Corp hoped to use STAR TV to arbitrage its existing program sources including the 20th century Fox movies and television program library. FOX broadcasting hits were such as â€Å"The Simpsons†, BSkyB sports and news programming in the Asian market and vice versa. If successful, this strategy would cut the cost of programming for STAR TV to bear minimum associated with copying tapes and broadcasting them. As for Market Development and Market penetration, Murdoch reversed the mainly English strategy aimed at a select audience in favor of supplying regionally oriented languages, including Chinese and Hindi in less than a year. Rupert Murdoch came out with good initiative such as English movie with India subtitle for India region. For some movies he did the direct translation which was accepted by most of the customers. This initiative was made the star TV became more popular and the sales was increasingly rapidly. Rupert Murdoch saw that the resistance of English in Asian region as an advantage to created this initiative successfully. Murdoch first began to customize the satellite network’s music programs. The company found that in Taiwan, the audience prefers saccharine, Chinese love ballads, while Indian viewers are more drawn to dynamic music videos. Murdoch did the segmentation and research to get best result before he did any decision making for particular region. Therefore the northern beam of star’s satellite, which broadcast to Taiwan, Hong Kong and an estimated 30 million viewer in mainland China, carries mainly Chinese pop music. The southern beam aimed at India and Southeast Asia, focuses on Hindi and English Music. The customization has carried over to other types of programming as well. For example, Star has split the signal on its sports channel to provide more Crickets to Indians and more soccer, gymnastic and tracks to the Chinese. Movies channel are being geared up to broadcast in seven languages which are Mandarin, Hindi, English, Bahasa Indonesia, Tagalog, Cantonese and Japanese. Murdoch says his plan is to dominate four key program categories in sports, music, movie and general entertainment. By mid 1990s Star TV was reaching an estimated 54 million households. Even with this coverage the satellite network was experiencing major losses. Murdoch has determined that Star TV cannot bring sufficient revenues from advertising alone to make a significant profit. Instead it will be necessary to have viewers pay to watch some programs on the network. News Corp is attempting to develop systems that will allow company to collect viewer payments at a reasonable cost. This is what they called pay per view (PPV). This was one of the brilliant idea of Murdoch since it could increase the company profit. Viewers were willing to pay at a reasonable price for their favorite channel. Star TV now has access to the sophisticated AsiaSat-2 satellite as for the product developement, which is positioned to cover two third of the world population. This shows that Star TV has the biggest asset to be a strong pint to penetrate world market. Star TV is considered to be a large organization as it employs approximately 700 workers in Hong Kong Headquarter alone and further 2000 workers in other Asian regions. Size is quite directly related to structure. Robbins (1990) summarizes that complexity and formalization are positively related to size. Even that STAR operates in various locations and as organization, it is expected to grow, both the opportunity and need for work division and coordination (Pugh and Hickson, 1976). STAR is in elaboration-of-structure stage. The organization has reach large size and its two (2) revenue streams of subscriber fees and advertising had to be more balanced in order for STAR’s business to attain maturity. Nearly half of the world’s population resides within STAR’s footprint in Asia. In order to connect with these billions of potential viewers to maintain the momentum of expansion, STAR has made several strategic investments in pay-TV platforms throughout the region. These pay-TV platforms have become invaluable assets to STAR, strengthening our ability to deliver our content to consumers. In addition, organization has established a close working relationship with thousands of other platforms operators in Asia and beyond. STAR has also been expanding its reach beyond television broadcasting, by setting up some departments to offer its content via wireless and online-based services. Whether in front of the TV, surfing the web, or on the go with a mobile phone, viewers connect with STAR. Considering the recent innovations on STAR and its service programming, technology plays a definite role in the whole operations and competitiveness. Since bureaucratic organizations like STAR have strict rules, standards, hierarchy and legitimate authority, where the markets are characterized by prices, competition and exchange relationship, affecting traditions, shared values and beliefs, and trust, technology functions as determinant of pace and timing of tasks, providing information to managers on performance, and dictates standards. Looking on Woodward’s ideas, technology and structure of STAR fall on the Group II, which is the large batch and mass production. Considering the various regions in which they operate, large batch and mass production is the most practical way to manage technology. The structural characteristics of Woodward are the following: number of management levels (4), supervisor span of control (48), direct/indirect labor ration (4:1), manager/total personnel ratio (medium), worker’s skill level (low), formalized procedures (high), centralization (high), amount of verbal communication (low), amount of written communication (high), and overall structure (mechanistic). However, it is also recognized that STAR may invest on the process of maneuvering into Group III or continuous process production due to the emerging trends of service television industry and its clients. In application, the most important thing to think about in production and technology is the basic value of making good TV shows and marketing them to the targeted consumers – viewers across Asia, advertisers, and cable distributors. This is the most important consideration as far as technology and structure is considered. STAR can talk on new kinds of services, new technologies, and cable versus DSL versus satellite, but everything is futile not unless integrated in producing quality programming for viewers and advertisers alike. STAR acknowledges the need to take steps to move the whole industry forward and start shaping it to be the kind of industry where they will continue to be a player if not the leader in the next five or ten years. STAR is a bureaucratic organization involving Weber’s main characteristics of bureaucracy such as Rules and procedures, Specialization and division of labor, Hierarchy of authority, technically qualified personnel, Separate position and incumbent and written communications and records. Rational-legal authority is practiced in STAR where authority legitimated by virtue of supremacy of law and formal rules is used in conducting the organization. Basing on French and Raven power types, STAR uses legitimate power where formal standards, rules and laws are exercised. With the leadership and managerial expertise of Richard Li, the execution of STAR strategies is bounded on formal and legitimate source of power. Li’s power supported by clear corporate governance initiatives possesses outstanding ability to cope with uncertainty, position in information network, and control over physical and financial resources. Furthermore, modern control theories are â€Å"the mechanisms through which an organization can be managed so that it moves toward its objectives† (Ouchi 1979, p. 833). STAR reflected News Corp. s culture of taking risks and swift decision-making with minimal formal structure. It is bureaucratic because it emphasizes on achieving consistency and stability by following procedures and practices, high level of conformity and collaboration among employees, and focused efficiency and consistency are the key objectives. Arguably, this type of control may also affect employee motivation, working relationships with the management and p roductivity as there are other aspects of the organization that are overlooked when a legitimate source of power and control is operating all alone. Consideration of other power and control types or perhaps the integration of some of their inherent attributes is recommended. Culturally speaking, STAR projects the organizational culture of News Corp. by serving as powerful source of control and achieves Behavioral Consistency through a system of Shared Values and Meaning both in internal and external perspectives including the needs of the environment and strategic focus. A dominant level of culture is exemplified by a significant number of members of the organization. Core values are similarly expressed y the dominant culture, which is providing quality service programming to viewers while maintaining market leadership and organizational productivity. It could also be assumed that subcultures occur in local or regional offices due to national, cultural, and individual diversity. Adaptability culture is seen on STAR. STAR has penetrated deeply into key markets with mass appeal general entertainment channels, produced locally in lo cal languages, by local talent. These channels help organization achieve a genuine resonance with audiences, and uniquely position STAR as the leading media company in Asia. For example, Murdoch could hardly have been happier with the successes of â€Å"Correlate† in India and Xing Kong in China, STAR’s two most important markets. Asian companies that were setting up satellite broadcast channels aroused fewer political and cultural concerns in their target markets and often had closer connections with local governments. Foreign broadcasters valued them as partners for this reason as well as because of the access that they often afforded to local programming. Further, STAR is also uses mission culture type as noted on its organization’s purpose and on the attainment of goals, managers share organization’s goals and future direction, rewards on high performance, and environmental relativity. As Asias largest television network watched by approximately 100 million viewers every day, STARs reach is unmatched. The breadth and scale of operations across Asia position STAR uniquely as a powerful communication vehicle that can be leveraged for the good of the communities it reaches. Inherently bureaucratic, there is a need for STAR’s management to consider creativity and individual initiative as well as behaviorally-based mechanisms in creating standardized corporate laws and policies. The satellite provides STAR TV with 30 or more new channels of digital television. Moreover the digitalization process allows STAR TV to simultaneously offer the same program in several different languages, thus supporting the network’s regional focus. With the increased technology, STAR has successfully entered the Japan Market and offering a 24-hours Japanese language channel. The company plans to offer six more channels in the near future. STAR TV faces growing competition from others attempting to launch various satellite networks in the area such as NBC, ABN (Dow Jones), CNN and Nine Network Australia. As STAR TV attempts to target its program more regionally it will be competing with regional broadcasters. Murdoch views the situations as an investment. So far STAR TV has the highest market penetration of any satellite network. To be successful it will need to gain additional share in various market. These are certain porter 5 forces that involved: Risk of New Competitors One of the primary advantages of the company is their strong relationship with their customers. As of January 1993, the company reached its 4. 5 million people out of 11. 3 million households in Asia (Ghemawat 2005). The company is using the specialized input by using different important and new technologies that will help them to improve their services. In Hong Kong, the government requires any companies that are interested in doing their broadcasting or news program in Asia, must be controlled locally (Ghemawat 2005). This is due to the fact that they are going to handle the different information about the current events of the country (Ghemawat 2005). In terms of the socio-cultural aspect, in China, Chinese people prefer to watch local films and TV programs because they are not that good in understanding as well as speaking English language. Rivalry among Established Firms The company had been able to catch the attention of their customers as well as gain their loyalty by implementing their strategies of thinking local and acting global. It enables the company to create different programs that are suitable for the taste of their local viewers. Bargaining Powers of Suppliers In general, the products of the company have few substitutes. In addition to that, those products are considered as significant to the buyers such as the process of purchasing exclusive TV programs and movies. Above all, the suppliers of the company have the ability to vertically incorporate forward for them to compete with the buyers of the company. On the other hand, the buyers don’t have ability to integrate backward for them to supply their own demand. Bargaining Power of Buyers The buyers, end-users or distributor and the buyers of the company can switch suppliers at low cost. The buyers can easily and vertically integrate for them to compete with the suppliers. Threat of Substitute Products In the industry of entertainment and media, the competitive threat of the substitute product increases as it comes closer to fulfill a similar function or feature towards the original product. The availability of a substitute product can create a price limits on the original product. But it doesn’t directly hit the company due to the fact that it has its own production of their TV programs that help them to control the features and functions of their media products, in order to meet the demands of the customers. FACTORS SHOULD MURDOCH CONSIDER IN MAKING AN ENVIRONMENTAL ASSESSEMENT AND TYPES OF STRATEGY FOR USE AT BEGINNING OF TWENTY FIRST CENTURY Identifying the environmental factors inherent to the operations of STAR regardless of geographic locations or specified regions is done through PESTLE analysis: Political Asia was not an easy neighborhood where anyone can do business. On the case of STAR, new government regulations restricting foreign ownership of news channels were passed in India, and more work was needed in order to make STAR’s China venture profitable. In all its markets, STAR maintained close relationships with government officials and understood local operating requirements, both explicit and unwritten. Media, particularly TV broadcasting, were salient politically because of their potential influence on public opinion and their importance to local artists. They therefore remained subject, around the world, to extensive state control – a reality that STAR managed carefully. Economic The risk of the occurrence global economic downturn brought about by dynamic competition among companies that lead to closing down and the loss of jobs may have a direct impact on STAR strategy of dominating the world’s television entertainment market. Also, there are huge differences in terms of the GDP per capita earnings among the countries. This situation should make STAR consider about its positioning strategies in certain countries (Barlett and Ghoshal, 1989). Social The varying demands of audiences in relation to culture is a primary determinant of organizational performance provided that environment is being considered. Not only must the cultural differences be recognized, but there is also skill in knowing how to organize the programming; for example, when to insert the commercial breaks. Television ventures can be killed by managers who do not know programming, especially if they believe ‘good programming’ is what they like personally. As case provided, India, with its British colonial legacy, was somewhat easier in programming perspective in contrast to Taiwan where STAR experienced resistance to English content. As it was still in an embryonic stage, India’s television market was largely unregulated, at least compared with other Asian markets. India had only two television channels in 1991, both operated by government broadcaster Doordashan. STAR later formed a joint venture with native Indian media conglomerate Zee Telefilms. Under the agreement STAR was precluded from developing Hindi programming, and instead was limited to broadcasting exclusively English-language content. For example, a quiz show would be successful because India is a nation of very intelligent quizzers. In general, the rising middle to upper-middle class households in certain countries requires a strategy formulation that will not mismatch to the potential for consumer market. Technological The innovations in terms of STAR’s technology are contributory seeing that technological advancements are among the primary features of competitive advantage of STAR. Investing on new state-of-the-art programming facilities and equipment is essential in the business strategy to be aligned to any revolutionary technological changes affecting the television entertainment industry. Legal STAR’s awareness of any changes in terms of government policies and legislations within the operating countries is vital. Constant large-scale legal evaluation facilitates opportunity for expansion and minimizes legal difficulties. Environmental By Duncan theory, an unstable environment combined with low levels of complexity leads to moderate to high uncertainty. In this environment, there are only few elements, but each element changes in an unpredictable manner. As there is a heightened need to process information and respond to it, management is decentralized. Teamwork is emphasized in order to facilitate communication. There is extensive use of boundary spanners and intensive coordination devices to enable the organization to respond to environment pressures. However, production processes are more stable and tend towards being mechanistic. The PESTLE analysis conducted above identifies the environmental factors affecting STAR’s operations in all the regions in which they do business. The identified factors certainly create influences and at the same time relevant to its functions. STAR’s niche market is technologically motivated, thus, the role of technological factors in the environment (e. g. innovations) is important while considering the varying needs of their diversified clientele. Indeed, not all environments are the same as they vary in various degrees of uncertainty. On the case of STAR, it is a complex one. The following indicates the degree of environmental uncertainty. Decentralized with an emphasis on teamwork Constant environment monitoring by boundary spanners High levels of coordination and integration in order to promote imitation and innovation Production facilities often mechanistic Burns and Stalker (1961) distinguished organic and mechanistic organizations. They believed that the most effective structure is one that adjusts to the requirements of the environment, which means using a mechanistic design in a stable, certain environment and an organic form in a turbulent environment. Large firms may even have some parts which are organic and others which are mechanistic. For instance, Operations Engineering department may apply largely mechanistic practice in terms of job functions. The mechanical system design as evident on the structure of STAR is stable and efficiently performs as seen on its double-digit performance and growth in revenue and operating income for four (4) consecutive years. Furthermore, STAR’s departmental differentiation adopted by regional managers and staff explicitly addresses the needs of the diverse environment. There is a lesser degree of call for change not on its structural level but on the ability of the management to effectively manage and response on the growing needs of clients and international competition in the niche market. To do such, STAR should establish international linkages and control environmental domain as prime strategies for controlling external environments. STAR also needs to consider on SWOT analysis in future planning. The SWOT of STAR TV that can be concluded as per below: Strength Worldwide presence Strong in the prime time slot Association with big names Good contents Effective packaging Weaknesses Not much strong in non prime time slot, need concentrate on this Excessively dependant on K series soaps. This may harm in long term. Opportunities Lack of strong challengers Strong network channels for promotion. Threats Popular series on maturity phase and about to expire New emerging channels like NDTV imagine New technology HDTV, 3D TV The grand strategy that STAR TV needs to use in planning the best for the beginning of the 21st century is growth. STAR must concentrate on R D which is fall under product development (concentration). The offering channels should be updated based on the current technology. STAR should come out with interactive channel in the future. The Interactive Channel delivered shopping and games as well as regularly updated news, weather, and sports. Viewers were able to make airline reservations, sample music CDs, and even hear an update for their favorite soap opera. Through the Interactive Channels Teachers Assistance Program, viewers had access to information such as school lunches, homework assignments, and student projects. This channel has many benefits and makes life easier. As for now, people definitely will choose SPEED product where customer can do things in short period of time. On the other hand, STAR should come out with more channels in non prime time. So the subscribers are stick to the STAR channels without change to another channel which is impacting the rating. Plus, the box office movies should be from worldwide not focuses only from Europe countries. Other than concentration on channel enhancement, Since STAR owned the big satellite; STAR should come out with the great GPS system device like PAPAGO, GARMIN and etc. STAR also needs to come out with application for android and iphone so that people can watch STAR TV anytime and anywhere. People are now having phone with them 24-hour a day with internet. These are my two cents thought that might increase the profitability of the company. The conclusion, STAR and technology must move simultaneously as a strategy to growth. Last but not least, I was thinking recently that life revolves around making plans, whether we are conscious of it or not Good plans shape good decisions. That is why good planning helps to make elusive dreams come true.