New Product Technology

Part A 1. 0 Company Background Softlan is a product under Colgate-Palmolive Company. The small soap and candle business that William Colgate began in New York City early in the 19th century is now, more than 200 years later. It is a truly global company serving hundreds of millions of consumers worldwide. Colgate is a global brands sold in over 200 countries; Colgate, Mennen, Palmolive, Ajax, Softsoap, and Hill’s Pet Nutrition are among the world’s most recognizable household names, trusted and relied upon by consumers everywhere (Colgate Word of Care, 2008). Based on the research, the company’s business strategy focuses on five core businesses: oral care, personal care, household surface care, fabric care, and pet nutrition. In the household and fabric care, Colgate-Palmolive has offered the entire household cleanser product such as Toothpaste, Softlan, and body shampoo and so on. [pic] [pic] 2. 0 Product Attribute Softlan is good quality household products that provide to the family. Softlan is to help make their families clothes feel and smell their best. According to Judy Strauss book, with quality most customers know â€Å"you get what you pay for†. That is higher and consistent quality generally means higher prices, thus maintaining the value proposition (Judy Strauss, Adel, Raymond, 2005). Softlan is adapting a premium price position to comparing with other brand Softener such as Good maid, Downy, Petals and so on but the customer still will purchase it because of the Softlan quality. The offer benefits of Colgate-Palmolive Softlan are as below: ? Static free ? More comfortable to wear Makes ironing easier ? Gives your family’s clothes an irresistible softness ? Leaves a pleasant fragrance on clothes ? Long lasting fragrance for up to 16 days (Colgate World of Care, 2008) These all the benefit of Colgate-Palmolive Softlan is offer based from customer need and wants which is be able to satisfy the users. [pic][pic] [pic] [pic] 3. 0 Branding Branding is very important to the Colgate-Palmolive Softlan to gain the compet itive advantage from the competitors. A brand is a promise to customers. Delivering on this promise builds trust, lower risk, and help customers by reducing the stress of making product switching decisions. Example like when the customer want to purchase Softlan in the hypermarket but there are many brands so the customer will choosing the brand that they will trust. The selling price of the Softlan Ultra is higher than another Softlan price but the customer still will choosing Softlan Ultra product which is because under the brand name of Colgate-Palmolive and it is also an old brand in the fabric softener product, therefore customer will more trust to the quality of the Softlan Ultra. Based on the research, Colgate-Palmolive Softlan is successful to build the brand name in the customer mind in Malaysia and Hong Kong but there are a lot of new brand was market in the product so Colgate-Palmolive still need to improve and maintain the sales of Softlan in the market with another way. Based on the research information has show that in fabric softeners product, where Colgate is No. 1 in Hong Kong and Malaysia, new sizes and fragrances are adding incremental Market share (Colgate Strategy, 2006). 4. 0 Competitor Analysis Softlan being one of the top fabric softener in Malaysia would need to compete with another competitor in Malaysia market. There are few competitor brands in the market which are Downy, Petals, good maid and so on. All of this fabric softener will offer the similar benefit of softener to customer. Softlan would be competing with this entire brand by using different media, offer differentiation product and produce what the consumer wants in the market. Softlan Company is very smart; it is entered into the hot weather country market which no other softener has entered. Having the Softlan is being able to help the user solve their clothing smelly problem. The Softlan is 4x concentrated with a rich formula that deeply penetrates fabrics and with long lasting fragrance for up to 16 days. |Category |Brands |Chief Competitors | |Fabric Softener |Suavitel, Soupline |Procter & Gamble | [pic][pic][pic] 5. 0 Target Market Softlan target market is large. It is targeting to have family people, single working people and student. Nowadays, every people were busy to work especially in Town so every people also want fast and smell best. Especially working people and student, Softlan can help them to ironing their formal with easies and fast. Furthermore, it also can help them to leaves a pleasant fragrance on clothes. Besides, some big families will not enough space to dry their clothes so all the clothes will hang it together and Softlan will help them to leaves a pleasant fragrance on the clothes. . 0 Positioning Positioning is an important tool those use to reach the user effectively. Softlan has positioning their product with the word â€Å"Soft as a mother’s love† in the website through their target customers (Colgate Word of Care, 2008). Which mean that Softlan communicate with the customer after using the Softlan fabric softener to wash the clothes, when wearing will feel soft and comfortable like our mother love. Sof tlan fabric softener is using benefits positioning to support a distinct perception in the consumer mind. In additional, Colgate-Palmolive is providing different type and flavor of fabric softener to the customers. It is to satisfy different customer with different taste such as Softlan ultra is using four times (4x) more softening and long lasting fragrance in 16 days; Softlan relaxing is the softener that the smell can release the stress of the consumer and so on. Softlan has positioning it product in the customer mind by using special flavor which is Relaxing variant with Lavender & Ylang- Ylang essentials oils or the Energizing variant with Bergatnot and Jasmine essentials oil. After using the Softlan, it will help the customer feel relax and wear the clothes more comfortable. Softlan has using marketing strategy of advertise in website, in television in 2007, magazines and so on. Those are few marketing strategy that has been using by Softlan to strengthen their positioning in Malaysia in the hypermarket. In the long run, Softlan has succeeded to build Softlan branding by using the strategies above. The positioning strategies will help Softlan to gain the largest market share in the market. 7. 0 Pricing Strategy Softlan position itself as a premium price of product as mention above. Although it’s pricing is always higher than another brand such as downy. The product is almost same with Softlan but in pricing downy is always cheaper than Softlan. Besides, downy sometime also will sell in offer price within add 20 liter. According to the market research, Softlan price is selling in higher price than another brand it is because it doesn’t want to play price war in the market with the competitor it will lose control in product pricing. Softlan is selling like normal price to their customer nevertheless the customer still will purchase it; it is because the customer trusts to the Softlan quality and brand name. 8. 0 Consumer Behavior Colgate-Palmolive Company was considered about the consumer situation and start to understanding the consumer behavior. Based from the vision of Colgate-Palmolive Company is want to become the best among the consumer product by understanding the consumers and consumer expectation better and by continually innovating and improving their products, services and processes (Colgate-Palmolive Company, 2006). Therefore, Colgate-Palmolive company has successfully created several flavor of Softlan to attract more customer and student when start to market it. Until today, Softlan still strong on its position by providing different flavor, easy to use and bring a lot of benefit to the users. This reason will bring Softlan continually having a big market in fabric softener market. In the other hand, Colgate-Palmolive company also has consider that nowadays people are facing stress problem with the work or family therefore there was come out the new Softlan that the smell can be relax to the people and feel comfortable. Besides that, using Softlan also can help the users ironing their clothes with easy and fast so can save time of the consumers. Softlan also know that nowadays the consumer was also because of the outlook, design of the bottle to buy it. Softlan understand that especially most of the younger people look for the bottle design. Besides, nowadays the consumer also likes to purchase small bottle Softlan it is because it is more portable and easy to keep. Thus, Softlan was produce the design of small bottle in the market to satisfied the consumers. Besides, the company also has using a slogan to promote the Softlan which is â€Å"Soft as a mother love†, it is easy and effectiveness way to remember by all the Malaysia customers. 9. 0 Communication tools Softlan always having advertising and promoting in hypermarket or media. This is a useful strategy that applied by Softlan. Based on research, it has shown that 44% of supermarket shopper notice messages delivered and 34% are influenced by in sore media in making brand purchase decisions (Super Guru Home, 2005). That is why that Softlan always has promoting their brand by using different in-store media to the customer. Besides, Cleaning Agent-Laundry ranked the third fastest growing category in the first half of 2006 due to an increase in ad spend by Softlan on Television or another media (Appendix 2). It is the effective way to help the Softlan brand name know-well in all hypermarket of Malaysia. Part B 10. 0 Method of Advertising A creative message strategy is one of the important factors that could determine the success of the advertisement. Besides that, the company use advertising to create awareness to the customers which is to attract more people knows about the brand name. Presently, Softlan is adapting behavioral path to make consumers tell other people about the information of product by increase consumer purchase and continually purchasing which is almost similar like â€Å"Word of Mouth† strategies it is can expand the information to everywhere. Softlan also has using cognition path which is to send the message to users how the product can solve the consumer problem. Based on the market research, Softlan has using few different strategies: ? A premium price ? Arrange the Softlan product in the middle space of the rack ? Innovation packaging ? Product innovative Based on the proposed concept, there are needs to using three media advertisement in the hypermarket to engage the consumers interesting, help Softlan to build brand and to increase the sales of the product. There three advertising are floorstoppers in hypermarket entrance Aisle, Event at middle and trolley sticker. From this three advertising and promotion campaign will help Softlan to increase their market share and brand name among the competitor in the market. 11. 0 Floor stoppers in hypermarket Aisle [pic] [pic] Exhibit 2. 0 Direction Floor stopper Floor stoppers in oversea is very famous advertising strategies in the hypermarket or everywhere of the street. Softlan is using floor stoppers to create awareness of the consumer in the hypermarket Aisle. The error floor stoppers is placed entrance on the floor of the product aisle. When a consumer walk pass by the aisle, all the product will arrange on the shelf in one row which will very hard to attract people to saw the product and purchase it. The product would not be to attract the customer to walk close to the product and look at it. If the window shopping customer will not walk through the product aisle it because they just want to walk only but if they saw Softlan floor stoppers on the floor, it will attract them to walk close to saw the product and maybe will attract them to purchase it. At first, the direction error with some Softlan message of floor stopper will put on the entrance floor of the aisle which is to attract the customer feel curious and walk through the aisle with follow the error direction. After that, the customer will saw the product floor stopper which is directly in front of the product it would be attract the consumer to find the product easily or attract more the new customer to know the Softlan product. [pic] [pic] [pic] [pic] Exhibit 3. 0 product floor stopper Furthermore, creative messages will be used to catch consumer attention and look at the product. In the floor stopper, the promotion message and picture is being used it which is tell the customer that saving the money if purchase the latest Softlan product which is ultra Softlan and also will using product picture in the 3D floors stopper to be more appeal to attract attention of customer. In using floors stopper would be an effective advertising in the market. It is because normally when the customer decides to buy they just will walk near the product if no they will just walk through the aisle only and cannot saw the product with easily. Therefore the benefit of floors stopper is when consumer walks near to the Softlan floors stopper they will consider to purchase the product that receiving by the 3D product picture and message on the aisle floor. It is because normally on the shelf will market a lot of similar product but different brand and it will make the customer confuse and hard to find the product. Based on the book, floor advertisement at around the product shelf can help Softlan to increase products sales by much as 25% and attract more new customer to try the product (Rosenbloom, 2004). Floors stoppers advertisement can effective to build branding in customer mind. On the other hand, floor stopper in hypermarket aisle also can be as an extended shelf space of the product and dominance of the aisle for the advertisement of Softlan product. The pictures of Softlan floors stopper refer to exhibit 3. 0. 12. 0 Event at middle of hypermarket By using Softlan event is an effective media nowadays trends. The product event can be like purchase the product up to ten ringgit will get chance to win the voucher or selling the product by using promotion price which is mean selling the Softlan product in the lower price and introduce the latest Softlan products. Softlan can choose to have this event it is because the event can attract more customer attention to the product and know the product features. To having this event will be able to attract more the potentials customer, it is because the customer will think that the price will cheaper than normal day so they will go to join the event to get the free gift or purchasing the Softlan product with promotional price. With having this event Softlan Company can be face to face provide the Softlan information to customers. The benefit s of Softlan having an event is customer data can be collect for analysis and can understand more customer behavior in the hypermarket. Thus, some cross-selling will be implementing in the events. It is also can build customer relationship to increase the customer services of Softlan and also can understand the trend of market. From the event, Softlan Company brand name will always keep in customer mind and can increase the number of new customer to purchasing Softlan products. Besides that based on the event can direct communicate with the customer and know what they wants. 3. 0 Trolley Sticker Trolley sticker is meant that the Softlan product promotion or information sticker can be stick on hypermarket trolley. Softlan can use the sticker advertisement to attract every walk in customer. It is an effective way and easy to advertise Softlan product through the sticker to create customer brand awareness. The advertisement can be saw by every customer in the hypermarket whe n they using the trolley. When the customer saw the promotion message or picture them will feel curious and will finding the Softlan product place to see it. The benefit of the Softlan trolley sticker is can reduce the advertising cost and also can expand the advertisement space of the products. It can be create awareness to all customers who are shopping in Carrefour. 14. 0 Conclusion As a conclusion, all of the media strategies can be effective advertising tools in the market. Softlan can be using this three media advertising to increase the number of customer, increase the sales, and create the brand awareness for the customer. It is an effective tools using by Softlan to compete among the fabric softener competitors. References Colgate-Palmolive, 2008, â€Å"Colgate world of care†, Accessed by 17/8/08, available on: http://www. colgate. com. my/app/Colgate/MY/HouseholdCare/ProductRecommender/FabricSoftener/PDPs. cvsp? product=SoftlanUltra -Supermarket Guru, 2007, â€Å"Spontaneous Supermarket Sales†, Accessed by 19/8/08, available on: http://archive. supermarketguru. com/page. cfm/15585 -Reuben Mark,2008, â€Å"Chairman of the Board† Accessed by 30/8/08, available on: http://www. colgate. com. my/app/Colgate/MY/Corp/ChairmansMessage. cvsp -Colgat-Palmolive, 2008, â€Å"The New York Times†, Accessed by 3/9/08, available n: http://topics. nytimes. com/top/news/business/companies/colgate_palmolive_company/index. html? excamp=GGBUcolgate-palmolivecompany&WT. srch=1&WT. mc_ev=click&WT. mc_id=BI-S-E-GG-NA-CT-colgate-palmolive_company -Bina Thompson, 2008, â€Å"Earning News†, Accessed by 9/9/08, available on: http://investor. colgate. com/print_release. cfm? ReleaseID=114277&ReleaseType=Earnings -Farlex, 2002, â€Å"The Free Library†, Accessed by 18/9/08, available on: http://www. thefreelibrary. com/The+top+50-a090607513 -Nixfon, 2006, â€Å"Brand Equity†, Accessed by 19/9/08, available on: http://www. randequity. com. my/news/news-Fifa2006. htm -Global Financial Review, 2007, â€Å"Dollars in Millions Except Per Share Amounts†, Accessed by 22/9/08, available on : http://investor. colgate. com/downloads/PDF2_18-39. pdf -Coloribus advertising archive, 2008, â€Å"Coloribus†, Accessed by 26/9/08, available on: http://www. coloribus. com/paedia/prints/2007/07/08/203482/ ColgateStrategy, 2006, â€Å"Highligh†, Accessed by 15/10/08, available on: http://investor. colgate. com/downloads/ar97. pdf Book -RosenbloomJ, 2004, High Noon in Aisle Five, Published by Inc. Magazine Boone,L, E, Kurtz, D, L, (2005), Contemporary Marketing, 4th Edition, Prentice Hall. -Strauss, J, Ansary, A, El, Frost, R, (2006), E-Marketing, 4th Edition, Prentice Hall. Appendix 1 In-Store Media Can Spur Spontaneous Supermarket Sales August 9, 2005 A new study reveals that 44% of supermarket shoppers notice messages delivered by in-store media, and 34% are influenced by in-store media in making brand purchase decisions. One key finding of the study, conducted by Mediaedge:cia, was that a strong correlation exists between shoppers noticing an in-store ad or promo tion, and that prompting an impulse purchase. However, not all forms of in-store media are created equal, nor is the effectiveness of each to different segments of shoppers. For instance, end-aisle displays and store flyers are the most noticed form of in-store advertising overall, while shopping cart ads and in-store TV ads are largely ignored by today's â€Å"on-the-go† shoppers. And, despite the rhetoric surrounding our time-challenged society, 51% of supermarket shoppers still move through every aisle of the store. A shopper's age can hold the key as to how responsive that person may be to various forms of in-store media: †¢ Shoppers age 55-64 are most influenced by product demos †¢ Shoppers 45-54 are 66% more likely to respond to flyers †¢ Shoppers 35-44 respond favorably across many in-store media including product packaging, check-out line advertising and ads outside the store (outside the entrance and in the parking lot) †¢ Shoppers 25-44 are most driven to spontaneous, unplanned sales by shelf signs In terms of gender targeting, females remain the primary supermarket shopper, and the study reveals that in-store ads are generally effective in communication with female consumers. They often hold the key to triggering spontaneous purchases – particularly if they are tied into a deal. The exception is poster ads hanging from the ceiling, which are largely ignored by female grocery shoppers. Many of those women are heads of households who bring their kids along with them on shopping excursions. It should come as no surprise, then that among them, 61% claim their children influence their brand decisions, underscoring the need for in-store communications to this age group as well. Over the past decade, the term â€Å"in-store media† has taken on a whole new meaning. Once consisting of simple signage by retailers hoping to promote specials, today, in-store media includes various incarnations, including end-aisle displays, floor signage, kiosks, interactive flat panels, and in-store audio and video transmissions. In-store media has a huge advantage over traditional media in

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Choose one example of a real protectionist policy that has been implemented by the government of some country and discuss the is - Essay Example Under non-automatic licensing requirements importers need to approach authority for the pre-registration and pre-approval of all imports into the country (USTR, 2012). Over time, rather than eliminating these measures, Argentina brought almost 600 items that include textiles, consumer electronics, bicycle parts, glass, metallurgical products and many more under the ambit of non-automatic import licensing procedures from February 1, 2012. The new requirement served two purposes: firstly, discouraging importers with lengthy and expensive customs procedures and secondly, strengthening domestic economy by supporting local producers. This has impacted many countries worldwide including European Union, the US, Japan, Mexico for they will not be able to export goods to Argentina. Arguments for Setting Such Policy It is important to note that Argentina, apart from being a WTO member, is also a member country of the Mercosur Customs Union and cannot arbitrarily change its tariffs. That is why it has resorted to a novel practice of imposing non-automatic import licensing system for all goods precisely to circumvent WTO and Mercosur free trade rules (Bendini, 2012). Mercopress (2012), a south Atlantic News Agency, reports that Argentina has imposed new restriction on imports in the garb of non-automatic import policy to safeguard domestic producers of the country. European Union Substantially Impacted The European Commission is of the view that licensing procedures adopted by Argentina are cumbersome, lengthy taking more than six months or longer (WTO prescribes 60 days) to complete. It also lacks transparency. Even goods that are not subjected to non-automatic import licensing procedure need to pass through a long and tiresome preapproval import procedure. In 2011, European Union export to Argentina was valued at EUR8.3 billion. Obviously, EU has been impacted significantly due to this protectionist policy of Argentina to curb imports (Bendini, 2012). According to Europe an trade commissioner, Karel De Gucht, the Argentine restrictions on imports have impacted a wide range of European exports of products such as mobile phone, laptops, cars and household appliances. De Gucht argued that as many as 19 WTO members have raised concerns against protectionist policies of Argentina and they would initiate a consultative process to solve the issue and if not resolved, then the EU would approach WTO to establish a panel of arbitrators to decide on the legality of Argentine action (Moss, 2012). Several Other Countries also Affected It is pertaining to note that Mexico, Japan, and the US have filed their separate complaints with the global trade arbiter regarding Argentina's new import policies (ICTSD (2012). In April 2012, at the Import Licensing Committee Meeting of WTO, several member countries that included Japan, Australia, the EU, Turkey, Thailand, Norway, the US, Costa Rica, New Zealand, Colombia, Peru, Chinese Taipei, Korea, Canada and Switzerland comp lained that their exports to Argentina had gone down due to Argentina's licensing requirements. They further complained that Argentinean government had put almost 600 products under a list that required individual approval for import (WTO, 2013). In 2012, similar

Cather in the Rye Analysis Essay Example for Free

Cather in the Rye Analysis Essay Holden’s childhood, teenage years and transition into adulthood might have been different if he had a parent, teacher, and mentor like Morrie in his life. Cather in the Rye book is quite different than Tuesdays with Morrie. Morrie would influence Holden’s life if Morrie teach him a great lesson about life. How life could be different in group of people if people live it different ways. People around Holden always make him think that all people are phony. Holden never got taught life lessons by any his relatives or parents. If Holden gets true tutor who will teach him how life works and how should he has to handle it? Then he might get different experience than now he is getting in his life. According to movie Tuesdays with Morrie, Morrie could be a great tutor and teacher in anyone’s life. If Holden got to spend few days with Morrie then he could change his whole life. Morrie had some great experiences while his life that also taught him a big lesson of his own life. He was a teacher and he is a fun guy to be with. He knows how an adult should treat a teenage. He is an experienced man. He was suffering from disease named ALS (Amyotrophic Lateral Sclerosis). The disease ravages his body, but, ironically, leaves his mind as lucid as ever. He realizes that his time is running out, and that he must share his wisdom on The Meaning of Life with the world before it is too late to do so. He broadcasted his â€Å"The Meaning of Life† on ABC-TV’s nightline. Holden is teenager, who is irresponsible and immature, having been expelled for failing four out of his five classes in his school. Holden needed to get teach by any experienced tutee and who understands problems in teen’s life. Morrie can give him a big and nice lecture or explanation on how teen’s life should be, Not like Holden’s. Holden never thinks about circumstances in his life. Most teenagers eagerly jump into a more adult role, striving to be seen as independent and mature. However, in the novel Catcher in the Rye, by J.D. Salinger, at these times, teenagers are so mature than back in the time. Morrie would give him a lesson that could help Holden. Holdens struggle with school is an example of how he struggles to come to terms with the adult world. He sees all the situations that adulthood has when being surrounded by the situations and people in school. He sees pure phoniness, cruelty, and lack of individuality in school life as everyone considers themselves part of a group or else they are worthless, which is the way he sees himself. Holdens lack of emotional strength and immaturity is also part of his struggle with becoming an adult. For example, whenever he feels uncomfortable with a situation or a thought, such as when he talks about his younger brother’s death, when he is feeling lonely such as when hes walking down a lonely street, or when he is surrounded by people he feels uncomfortable with, he puts on his hunting hat, to feel and look different from the rest of the world as he mentioned and maybe also to protect himself in a way from his feelings due to his lack of emotional strength. If anyone gets a mentor or teacher like Morrie, then they will see the different change in their future and their routine life that they never ever think about it. Holden always afraid from being adult or deal with adulthood. He thought that being adult is hardest thing, if you are an adult than you cannot live your life like the way you wanted to. If anyone motivates teenage in their right age where they need to get right kind of education or explanation that all teenagers should live their life like a free bird not like prisoner in prison. Morrie know the meaning of life and he made lots mistake during his teenage years. He did not want any teenager to make mistakes like he made during his teenage years. If Holden got motivate or directed by Morrie, then he would not make some decision that he made without any thinking about which led him to bad circumstance. Holden was so scared to being an adult because he did not want to deal with all situations that all adult has to deal with it. Holden being love little kid because he does not have to deal with the same problems as adult. Sometimes he thinks as an adult, which he should not think like that because he is not going to deal with same problem as an adult. In conclusion, if Morrie get any chance to change Holden’s adulthood or teenager year then he would able to change it. He changed one of his student name Mitch. Mitch was not that bad kid but he was sort of like Holden. Some teen are so afraid from being in adulthood but if they get a true or right mentor or teacher then they would see the big difference in their life.

Data analytics Essay Example for Free

Data analytics Essay Data analytics is a method used by organizations to gain competitive advantage over other companies in their specific market. It is a scientific process of mining and analyzing the database gathered by organizations about their customers and their products in order to generate more profit or to build the marketing strategy of the company (Loveman, 2003). For example, a travel agency may be able to use the information they gather about customer characteristics and correlate it with their traveling destinations and be able to use that information to market new packages or destinations. Data analytics is a combination of programming, statistics and intuition, although majority of it is based on actual data or evidence and gut feeling is only used to point to the right direction of analysis and utilization. Data analytics is more than just having a large database of customer characteristics and behaviors but it also takes a skilled statistician with an eye for marketing and consumer psychology to be able to make use of relevant information. For example, an organization may have access to the electric consumption of individual households but it cannot be useful if it does not affect the consumer behavior the company is targeting. In order to compete on analytics, an organization must have a rich source of data about their customers and their market. This would give the company a huge breadth of data that would paint an accurate picture of the kind of customers and market the company has as well as forecast its standing in the business. Data analytics is data mining and analysis and before this could be carried out, the organization has to have access to these data. Next, the organization must have a trained employee to manage and mine the database as this kind of job requires a highly specialized and trained individual who has a very good concept of statistics and analytics. Some organizations have set up a special team or even a whole unit or department that is in charge of data management and mining while key individuals in each aspect of the business could ask the said team to work on different ideas and angles to test whether their ideas are feasible or not. In this way, the organization need not spend its finances and workforce in something that is not profitable. Third, the organization must have the right equipment for job, a super computer to manage the database, software or programs that would dissect the database and to come up with more creative and innovative ways of using the said information. Lastly, there should be a team who will have the responsibility to put into good use what has been found and to monitor whether it has met its objectives or not (Davenport, 2006). Aside from those mentioned, the most important thing to be able to compete with analytics is to have the desire to know and learn more about the customers and how that knowledge can be used to develop new strategies which does not only work but will help place the company on top. References Davenport, T. (2006). Competing on analytics. Harvard Business Review, 84, 98-107 Loveman, G. (2003). Diamonds in the data mine. Harvard Business Review, vol. 81; 5, 109-113.

Marks and Spencers Recruitment Process

Marks and Spencers Recruitment Process Abstract- Marks Spencer (MS) is UK based one of the biggest retailers in the world, Over 895 store in more than 40 territories around the world are being operated by the Company. Plan A that consists of 100 commitments such as climate change, waste, sustainable raw materials, and fair partnership has been announced by MS to become a world first environmental friendly retailer of the world by 2015. Company believes that it will= Become carbon neutral Send no waste to landfill Extend sustainable sourcing Help improve the lives of people in their supply chain Help customers and employees live a healthier life-style In January 2008, Marks and Spencer share price has fallen down by 18% following publication of their trading statement. Though it was a serious set back for their target to become a first environmental friendly retailer but in February 2010 MS reconfirm that due to moral reason they will continue their project Plan A but it will be fully completed by 2015 instead of 2012. The now iconic brown, reusable, environmental friendly bag was first introduced in 2007 as an early part of this plan. It is hope that this will reduce the use of plastic carrier bags over the next few years. Importance of project planning: Project planning is first and very important phase in project management which determines what the project is based on and what requirement does a project need to complete the project efficiently and timely. But it is understood that MS has failed to get its target that were supposed to be completed by 2012. Though project planning is very important and it has to be made before starting a project but it is mostly to bring some changes during the course of project. So, it is essential to update constantly and regularly. If a project plan has been done on the basis of inadequate resources and information and if any inefficient person plans any project than that project will most likely to fail. A project needs a team to do its entire task and tasks have to be specified on the project plan. Project planner has to provide formula for both to plan and to communicate what needs project has to done. Project manager must be able to provide outline of the project both to plan and to communicate and necessary task of the project. Apart from structure, several unrelated tasks have to be done according to needs. So, it is essential to confirm that project must have work breakdown. Priority of works has been explained below- Work Breakdown Structure Area- MS is a large company. Their project such as Plan A is a large retailer too where the company is investing  £200 million. Therefore the project has to be dealt by an efficient and experienced project manager. Project Leadership- Selection of Project manager is very vital stage to get success for a project. Project manager must be self-discipline. He/she must be able handle any good or bad situation such as coaching, technical difficulties, political pressure. He must have project management experience. He has to set his communicate goals clearly, manage the project team as a group, build relationship through communication and consideration. Staffing Plan- Staffing plan is pre-requisite stage to get success for a project. Determine the level of skills, identify experience requirements are two critical factor for a successful project. Project organization- Project roles and responsibilities documentation such as map Organizational Breakdown Structure (OBS) is one of the key stage for planning a project. Publish and maintain organization chart; address conflicting goals and loyalities; promote team ownership of integrated solutions Project Team Building- Articulate a team building vision, objectives, and strategy; provide goals, supportive resources and tools, and meaningful measures of success; develop team ownership of this process Identify criteria for successful team performance; articulate strategy and plan for achieving team goals; develop metrics and monitor status; invest to improve team dynamics and cohesiveness. Conduct team sessions to improve communications and facilitate issue identification and resolution; build team identity; solicit and address team concerns Recruitment, selection and training of personnel Marks Spencer has been Developing a long-running strategy / Evolving a family-friendly strategy for a large and diverse workforce. MS recruitment, selection training of personnel has been made on the basis some key factors. MS human resource management issues can be analysed in terms of legal, moral and business consideration. With reference to the stated aims of recruitment, this consideration could be said to be: Legal- To complies with anti-discrimination legislation. Moral- To avoids unfair discrimination for moral reasons as well as obedience to the law. Business- To ensures that all efforts are directed towards achieving corporate and not personal goal. Marks and spacer believes in a systematic approach to conduct their recruitment and selection process on the basis of company human resource strategy and equal opportunities goal. Equality of Opportunity for Everyone MS always emphasis on ensuring equality of opportunity for every member of MS team. Promoting a working environment free from discrimination, harasement and victimisation. on the basis of: gender, sexual orientation, marital or civil partnership status, gender reassignment race, colour, nationality, ethnic or national origin, hours of work religious or political beliefs disability age Raise staff awareness by designing and delivering training programmes that support the Equal Opportunities aims. Comply with the law and communicate to our stakeholders the responsibility to protect both individuals and the company. Personal effectiveness: MS personal effectiveness programmes consists of several things such as communication skills, confidence building, conflict management, creativity and innovation, personal presentation, presentation skills, time and pressure management. Organizational change: Efficiency and professional approach of the MS staffs towards their work is making the company success. Dedicated human resources of the major source of competitive advantage. The case with MS is a scenario of rapid organisational transformation, which was based on a vision imposed on the company in a mainly directive fashion, down from the top, by its management and CEO, but which could potentially lead to a widespread change of attitudes and behaviours in the company. This change in the middle of the trading period was a risky action and would bring a big confusion for the staff, putting a high pressure on their performance. Source- www.ivoryresearch.com Power politics- Though marks and spencers believes in equal oppoturnaities and fair trade they are trying to keep political connection. M S recruited their new CEO who is an active and influential conservative leader. It is assumed that Convervative party is most likely to come to the power. Conflict resolution- Usually conflict is the result of poor communication which can be resolved with openness and mutual trust. MS staffs always been trained to increase interpersonal communication skills. Recruiting MS employed around 71,000 people in the UK, 75,000 worldwide. The company has the lowest employee turnover rates in UK retail, at 27% for customer assistants and 12% for management. Around 40% of our people have been with us for over 5 years and 22% for more than ten years. Staff recruitment can become a major proposal task for any project. The project manager may need to utitilize member of his own staff or HR department to handle the many aspects of recruitment. But it can be a good idea to have a processs in place and a perhaps a few checklists to help organizing recruitment efforts. MS has been using different types of techniques to recruit its staff. Some of the techniques are explained below- The scale and scope of the opportunities on offer at Marks Spencer is really higher than others competitors. Trainee management scheme: MS claimed that their trainee management program is one of the pretty unique recruitment systems. Under this program trainee managers enables to reach commercial manager level within two years. On top of that those managers are getting best salary on the high street. Graduate management trainee scheme: Graduate Management Trainee scheme is one of the best in retail industry. This scheme has been recognised by TARGETjobs National Graduate Recruitment Awards 2009 which has been published in The Times. Graduate Events- MS is regularly attending graduate events such as Cambridge career fair, leeds career fair, national graduate recruitment fair Olympia, National Graduate recruitment fair NEC. Apart from that regular scheme MS recruit their staff with a highly professional online recruitment process. Selection Procedure- Retailers like Marks and Spencer have complex recruitment needs and have to deal with high volumes of applications to fill a large number of similar positions. Marks and Spencer manages all applications for store jobs via WCNs Applicant Tracking System. The system is based on complex two way integration with the Marks and Spencer HR system. The system now allows candidates who are successful after applying and completing online tests, to book their own interview within an hour of completing their application. Stores input vacancies and give available assessment times on the Marks and Spencer HR system, this data is then transferred to the WCN system and displayed to candidates online. The functionality was launched in July 2006 and over 42,000 candidates were able to schedule their own interviews for Christmas vacancies that year. It should be mentioned here that MS e-recruitment software, which was innovated by WCN Plc, has been awarded 2007 winners of the Onrec.com Award for Best Technical Innovation in Online Recruitment. That award was their second achievement since introduce their recruitment software. Training of personnel- Marks and Spencers believe that en extra ordinary strategy must be made to get competitive advantages over the competitors. And this led to a need for change. The focus of change was on core areas These include quality, value and service. Customers also expect innovation (bringing in new ideas) and a shop they can trust. Any innovative changes can be brought by the trained and creative staffs. Marks and Spencers trained its staff are at three levels. Trainee managers who have just passed A-level University student who have just passed their degree. Experienced maangers from other areas. Each manager requires a number of skills. These include team working, financial skills or leadership. Marks and Spencer is able to spot skills gaps. It matches current skills against those required for the job. Where these do not match, training can take place. At the end of every six months, an appraisal takes place. This is a discussion between manager and staff. It highlights where staff have improved. It also shows where more training is needed. This helps staff to construct a career path. This process creates a cycle of improvement. Part-3 of the assignment Teamwork, discussion of relevant concepts and theories Teamwork is the joint effort by a group of people to achieve a common goal. MS has been maintaining some kind of performance indicator to measure its achievement. Interpersonal behaviour is more important than interpersonal relationship to do a good teamwork. MS measures their teamwork with applying the principles of performance management to the groups behaviour. The emphasized on group performance rather than individual. They have set their reward system for group basis. Some basic steps involves with group behaviour, these are explained below- Team work- Identifying what teamwork behaviours will lead to better performance. One way to identify target teamwork behaviours is to complete the ITPQ(TM) (Ideal Team Profile Questionnaire(TM)) instrument. This can be completed by the team, peer groups, staff, customers, senior management and others to provide a wide range of views of what would make the team successful. Identifying and manage conflicting expectation of them between, say, management and customers. Ask a wide perspective when setting behavioura goals for themselves, which should prove the quality of those goals. Facilitate a dialogue within the team and with others outside the team on how to mprove performance. Take a wide perspective when setting behavioural goals for themselves, which whould improve the quality of those goals. Current behavior Assessing which teamwork behaviors are currently being used. It is understood current behaviors may be influenced by some key factors, such as: The Organizational structure The performance of team members Current circumstances Feedback from people outside the team. Many other factors One way to identify current behaviours is to complete the MTRi (Management Team Roles-indicator (TM) instrument. This is completed by the individuals within the team, and it indentifies the roles they are currently performing which can be aggregated to show the collective team behaviours. However, MS have built trust and engagement and a shared sense of common purpose over time are reaping the reward in terms of motivated employees willing to go the extra mile, despite the tough environment. Some of the M S staff s have been interviewed to get some information about M S in regards to managing staff. Most of the employees feel a strong sense of family within their teams, but some of them said managers attitude towards their staff is not appropriate. About 9 of 10 male and female colleagues believe their colleagues care about each other. Working together gives them a buzz and almost every staff believes teammates are very fun. Staffs are working at Marks and Spencer as their own business but they believe that company does care very little about that. Though some kind of reward has been given by the company but colleagues believe that reward is not adequate. Everyone believes that dedicated staffs can make difference in the organization with reaching their goals and direction. Marks and spencer always try to bring theory but in real life they are not practicing it properly. Some of the managers are very keen to empower their manager to achieve their target but some of them like to run their store with a dictatorship attitude. Half of the interviewed staff says their managers are not open and honest in regards to work. Very few of them said they are getting appreciation for their good job. Everyone said that senior managers are visiting their premises very often even work on the sales floor. Senior managers attitude showing that they want to connect with the teams, Leadership The term ‘Leadership is easy to explain, In a practical field leadership is a very tough task. Behavioral attitude is first quality for a leader than skills. A good leaders are trusted and respected by his/her followers. Leadership is little bit different from the management. Planning, organization and communication skills are main responsibilities for management. Though leadership relies on management skills too, but more so on qualities such as integrity, honesty, humility, courage, commitment, sincerity, passion, confidence, positivity, wisdom, determination, compassion, sensitivity and a degree of personal charisma. Leadership can be performed with different styles. Some leaders have one style, which is right for certain, situations and wrong for others. Some leaders can adapt and use different leadership styles for given situations. The Greening of Marks and Spencer: An example of creative leadership Stuart Rose, CEO of the MS announced a policy document that will make MS a first green retailer of world by 2015. It commits the retailer to a range of specific actions at an estimated cost of some  £200 million over the next five years. The plan has been welcomed by a range of commentators. Yet, closer inspection suggests it is a shrewd concession to corporate responsibility rather than a radical move that might frighten traditional commercial investors. It can also be seen as an example of creative leadership. In a flurry of personal interviews, Stuart Rose announced a hundred-point, five year plan for MS that aims at re-engineering the companys activities to meet a range of socially responsible goals from carbon neutrality, ethical-trading, sustainable-sourcing, and health-promoting products and projects. He told the BBC that the company has estimated five year-costs of the plan to be in the region of  £200 million pounds. In one interview, Green in his show and tell mode had brought along plastic bottles and a coat (purporting to ) incorporate the plastic from similar bottles after recycling. MS Leadership: Dictatorial leaderships history in MS MS leadership has been dominating by men. Micheal Marks founder of MS had the traits of an entrepreneur. As the leadership was passed on through the family, increased competition within the heirs led to emergence of stronger characters. Micheals son Simon Marks and later Simons brother in law Israel Sieff changed the leadership style towards a stronger dictatorial influence. 1998-99 period was a underperforming duration for MS. About 40% of MS share price has fallen down. As the Zara and Next took market share from the top end of the market while the same time value offering were attached by the supermarkets who were increasingly entering the same market. Rose leadership- In 2004 performance was poor, with customer defecting to competitors. Investors were uneasy and showing sighns of losing confidence. Its leadership team does not encompass the right mix of skills, knowledge and experience to enable the company to regain its long-held position as a market leader. This was the scenario which Stuart Rose stepped into, when he became CEO of UK retail giant, MS, in May 2004. Rose was determined to: Make fundamental changes Change from bureaucratic old fashioned organization into a modern dynamic force. Implement the missing ‘Shared values to complete the transformational leadership model. Roses leadership strategy- Engaging employees at all levels: Before 2004, A major side effect of the loss of confidence in MS was low employee morals. Rose focused on re-building employee pride and commitment. But he was also ruthless in removing some long-term employee perks which had grown to become rights. He introduced more professional, performance based contracts for staff which were desighend to reinforce and reward behaviours whicch support organizational performance. Though Mr. Rose has been running the company with some dictatorial attitude but the results were striking. But above all, the success of these changes are founded on confidence and belief in Rtuart Rose as a leader. MS leadership- In-house practice MS has developed its leadership strategy with some extra ordinary key features to implement it through leadership training, coaching and development. Tanith Dodghe, group HR director of Marks and Spencer mentioned this strategy as ‘this is not just leadership, its MS leadership Motivation Employee Motivation: Giving power to the people Frederick Herzberg Two Factor theory In 1957, Herzberg devised his motivation hygiene theory which stated that two groups of factors affect employee motivation. Herzberg said that certain elements in a job motivate people to do better. He called these elements Satisfiers. They include: Achievement Recognition Responsibility Advancement Personal growth Actual work itself Other elements do not motivate people to work harder. These are referred to as hygiene factors. They are: Pay and conditions Status within the company Job security Benefits Relationships with fellow workers Quality of the companys managers Frederic Taylor- Scientific Management Taylor worked as a factorysuperintendent in a locomotive factory in the USA. From carrying outstudies of how people worked making axles, he concluded that: Employees were successful in getting jobs there because they knew the managers, not because they were good at the job. Employees did not work hard enough for fear of their friends losing their job Employers paid their employees aslittleas they could possibly get away with Employees were given little instruction of how to do their job and it was often done badly. The amount and quality of products produced was very poor. Taylor said that his ideas would improve matters: Money was the only thing that motivated employees to work hard. If the workers were paid per item made, they would want to make more and would work harder. Trained managers should run the company and supervise employees with firm but fair discipline procedures. Employees must be properly trained to do their job Employee should be properly and fairly selected for jobs through tests and interviews. This is to make sure that the right person gets the job. How Marks and Spencers performance management/training and development systems have been influenced by the motivational theories MS use Maslows theory by helping staff set and reach their goals at work, they encourage their staff and praise them when they are doing well and staff also receive rewards for good work. MS use Herzbergs two factor theory by treated their employees well by giving them a good salary, good working conditions and by giving them sick pays and pensions schemes, they also give their staff responsibilities to make them feel like there are important to the company and motivate them. MS use Mcgregors theory by having managers who have trust in the workers and help them improve and do their best and also by giving managers bonuses to motivate them. Marks and Spencers also use Taylors Scientific Management theory by paying its employees in order to work and by having able managers control the staff. Cross cultural Issues in MS- MS diversity MS has a diverse range of employee and they are maintaining a active equal opportunities policy. This not just to cover the recruitment and selection procedures but runs through training and development, apraisal, promostion opportunities and eventually to retirement. We promote an environment free from discrimination, harassment and victimisation and work hard to ensure everyone is offered equality of opportunity to achieve their full potential. All the decisions we make relating to employment practices are objective, free from bias and based solely upon work criteria and individual merit.

Luke Skywalker Typical Hero :: essays papers

Luke Skywalker Typical Hero â€Å"I want to come with you to Alderaan. There's nothing here for me now. I want to learn the ways of the Force and become a Jedi like my father.† With this statement, Luke Skywalker is already on his way towards a story that is both familiar and different to all heroes. He identifies with several reoccurring traits that many heroes are cast with. Luke is estranged from his natural parents and, as he gets older, finds himself anxious to pull away from his loving foster parents and become a man of his own. After Luke’s foster parents are killed, he decides to help former Jedi warrior, Obi Wan Kenobi, aid the Rebel Alliance in restoring freedom to the galaxy, to learn the ways of the Force, and become a Jedi. Odi Wan becomes Luke’s teacher and is later replaced by Yoda, who has trained Jedi warriors for eight hundred years. Many heroes have to defeat a threshold guardian. In Luke Skywalker’s case, Darth Vador is that threshold guardian. When the Rebels are trying to destroy the death star, Luke is faced with the difficulty of choosing between trusting the Force or a machine to help him dodge Darth Vador’s laser blasts. Han Solo and his sidekick, Chewbacca, play a role in helping Luke here. They surprisingly reappear in their junky pirate ship and shoot down one of Vador’s wingmen. Vador’s other wingman is startled by the oncoming ship and swerves into Darth Vador’s ship damaging one of his wings and sending him spinning out into space. Skywalker’s real training begins after the demise of the Death Star when he goes to the Dagobah system to be trained by Yoda. Here, Luke travel’s into the Star Wars version of a netherworld, a place where both sides of the Force exist. Although it isn’t specified how long Luke is in the Dagobah system, but it appears to be three days. On his second day, Yoda instructs Luke to go into a cave where the dark side of the force is especially strong. Inside, Luke is put to the test mentally when Darth Vador emerges from the darkness. They partake in a light saber fight and Luke slices off Vador’s head. The mask cracks open and reveals Luke’s face. I is an extremely shocking experience for Luke and it also foreshadows Luke Skywalker’s origins. Luke Skywalker Typical Hero :: essays papers Luke Skywalker Typical Hero â€Å"I want to come with you to Alderaan. There's nothing here for me now. I want to learn the ways of the Force and become a Jedi like my father.† With this statement, Luke Skywalker is already on his way towards a story that is both familiar and different to all heroes. He identifies with several reoccurring traits that many heroes are cast with. Luke is estranged from his natural parents and, as he gets older, finds himself anxious to pull away from his loving foster parents and become a man of his own. After Luke’s foster parents are killed, he decides to help former Jedi warrior, Obi Wan Kenobi, aid the Rebel Alliance in restoring freedom to the galaxy, to learn the ways of the Force, and become a Jedi. Odi Wan becomes Luke’s teacher and is later replaced by Yoda, who has trained Jedi warriors for eight hundred years. Many heroes have to defeat a threshold guardian. In Luke Skywalker’s case, Darth Vador is that threshold guardian. When the Rebels are trying to destroy the death star, Luke is faced with the difficulty of choosing between trusting the Force or a machine to help him dodge Darth Vador’s laser blasts. Han Solo and his sidekick, Chewbacca, play a role in helping Luke here. They surprisingly reappear in their junky pirate ship and shoot down one of Vador’s wingmen. Vador’s other wingman is startled by the oncoming ship and swerves into Darth Vador’s ship damaging one of his wings and sending him spinning out into space. Skywalker’s real training begins after the demise of the Death Star when he goes to the Dagobah system to be trained by Yoda. Here, Luke travel’s into the Star Wars version of a netherworld, a place where both sides of the Force exist. Although it isn’t specified how long Luke is in the Dagobah system, but it appears to be three days. On his second day, Yoda instructs Luke to go into a cave where the dark side of the force is especially strong. Inside, Luke is put to the test mentally when Darth Vador emerges from the darkness. They partake in a light saber fight and Luke slices off Vador’s head. The mask cracks open and reveals Luke’s face. I is an extremely shocking experience for Luke and it also foreshadows Luke Skywalker’s origins.

Joseph Stalin Essay -- Stalin’s Rise to Power

Joseph Stalin was the leader of the Soviet Union from 1922-1953, when he died. He was responsible for one of the most notable and devastating genocides, the Great Purge. His vicious reign took the lives of around 20-60 million people by his rigid and cruel treatment. Through his exploitation of the lower class and his manipulative abuse of power, Stalin created one of the worst examples of leadership in history. It takes an interesting character to be able to execute the cruelties displayed in his regime and the traits that Stalin developed into his cult of personality were likely acquired as a child and adolescent. This paper will discuss how Stalin’s background helped build the qualities of a ruthless leader and how he displayed them at the time of his power. His destruction of the citizens’ rights and his failure to maintain his responsibilities as ruler will also be reflected upon throughout this writing. Stalin’s Childhood and Background Stalin was born December 18, 1878 in Gori Georgia. His mother was named Ketevan Geladze. His biological father is not accurately known, although, there are many theories as to whom his paternal father is. It could’ve been that Stalin is the descendant of a Gregorian prince or count. Another theory is that Stalin is the son of General Nikolai Przhevalsky who was one of the great scientific explorers of the 19th century. Stalin could have been the son of a Jewish wine merchant named Yaakov Egnatashvili. His mother did laundry in his household. This is one of the most likely theories due to the fact that he paid for Stalin’s seminary education and Stalin named his first son Yaakov in Egnatashvili’s honor. Stalin also could have been the son of a priest. It is even possible that his father... ...ctment of the phone call between Stalin and Krupskaya. Matthews, John R., 1937 – The Rise and Fall of the Soviet Union / by John R. Matthews. P. cm.-(World History Series) This discussed the history of the Soviet Union, from the Revolution of 1917 through the Lenin and Stalin eras. "Joseph Stalin." Joseph Stalin. N.p., n.d. Web. 19 Jan. 2014 This web source detailed on Stalins ‘cult of personality’ and gave more input on his distortion of the media image. "The Art of Conservatism." : Marxism According to Stalin. N.p., n.d. Web. 21 Jan. 2014 Showed how Stalin manipulated Marxism and revealed his interpretation of Marxist ideologies as compared to actual Marxist beliefs. "Marxism." Encyclopedia Britannica Online. Encyclopedia Britannica, n.d. Web. 21 Jan. 2014. Provided a definition of Marxism and a brief history of how it was adapted in Stalinist Russia.