Pregnancy And Breastfeeding Essay

Lisa and her husband have decided that they are ready to prepare for their first child. Lisa is 26 years old, weighs 125 pounds and is 5’6†. Lisa has been reading everything she can find on pregnancy because she knows that her prepregnancy health is important to the success of her pregnancy. She knows she should avoid alcohol, especially because alcohol is potentially toxic to the growing fetus in the first weeks of pregnancy, and she could become pregnant and not know about it right away. Lisa is not a smoker and does not take any medications. Although, she does drink 4 cups of coffee per day and drinks 3 diet cokes each day. She has already modified her diet to include some extra protein, along with more fruits and vegetables. She has always taken the herbal supplements glucosamine for her joints and ginseng for energy. She recently started taking an over-the-counter vitamin and mineral supplement. Lisa has always kept in good shape by running and yoga, and is admittedly worried about gaining too much weight during the pregnancy. She plans to continue exercising throughout her pregnancy. Answer the following questions. Women during pregnany do not recive the proper nourishment of vitamin and mineral supplemts. It is reccomended that they take a prental multiviamin mineral supplement due to the lack of calories, protein, folic acid, vitamin d, calcium, iron, iodine, and zinc in their diets. Deficiencies of these nutrients can result in deficiencies in infants such as low birth weight and reduced head size. I would recommend that Lisa should reduce her coffee and soda intake as they consist of high caffeine. Heavy caffeine use (in animal studies) showed reproductive problems such as mis carriage and birth defects. It would be safe for her to eat up to 12 ounces of fish such as tuna or salmon. The four types of fish that she should avoid are shark, swordfish, kings makerel, and Tilefish which they all contain high levels of meurcury. Consumtion of these products during pregnancy can lead to developmental delays and brain damage. It is common for pregnant women to experience morning sickness and constipation due to hormonal changes in the 1st trimester. I recommend that Lisa eat small frequent meals, eat dry crackers, and avoid food with odors to prevent nausea and vomitting. If she is undergoing constipation, the hormonal changes slow down the GI tract. She should have a high fiber diet and consume at least 8 glasses of fluids a day anlong with exercise daily.

American Fast Food

The most popular American fast food products are hamburgers, cheeseburgers, hot dogs and French fries. Fast food has become an important part of the American Food Culture for a long time. In fact, America is called a fast food country due to its strong fast food habits. According to some surveys, Americans spend more money on fast food than on education, new cars and computer software buying; 200 millions of Americans visit fast food restaurants weekly; nearly 90 percents of American children visit McDonald's every month. There are several reasons why this is happening. Firstly, as the industrialization and technology keep developing, Americans seem to be much busier with their life. As a result, they pay much less attention and less time for their meals. People need foods which require short time to get but still taste good. And those are exactly the characteristics that fast food has. Secondly, American culture is very individualistic. This individualism results in many people living alone at a very young age. And those who are single or living alone are more likely to rely on fast food, because they think it is simply a waste of time to spend 45 minutes cooking and cleaning for one or at most two meals for one person. Many in the average households of two, three, or four feel the same way about cooking. Thirdly, fast food is very convenient. They can be packaged and carried everywhere. In addition, you can easily find fast food chains even at mid-night. Moreover, fast food companies have even simplified the buying process by creating the drive-through restaurants, which allow customers to purchase products without leaving their cars. Next, fast food is usually cheap. It’s affordable for the consumers, especially when the economy is having a difficult time like these days. However, fast food is not good for our health. Fast food nutritional information shows that most meals contain high numbers of calories, saturated and trans-fats. In fact, you can eat all the calories your body needs for the day in one meal. Furthermore, you will actually receive very little nutrients from all of these calories. The white breads, sugars and animal fats that are packed into most fast foods contain very few vitamins and minerals. Eating these foods with tons of calories and fat on a regular basis leads to obesity. Obesity has become a big problem in America. Americans are heavier and unhealthier than ever before. This has led to millions of people suffering from threatening conditions such as heart disease, stroke, diabetes, reduced bone strength and many other health elated problems. For someone who consumes these too much, it may lead to liver failure due to the high amount of fat, salts and oil in it. Too much of fast food on a regular basis can make a person overweight due to the extra calories given in those foods. It affects the concentration levels in studies and other activities too. Although fast food has a lot of bad sides, Americans can not eliminate them due to its conveniences. In short, fast food is an important part of the Food Culture; it has become a way of life for many Americans.

Globalization Between Rich and Poor Countries

Globalisation may be the concept of the 1990s, a key by which we understand the transition of human society in to the third millennium. My essay will be focusing on the economic side of it. I will be explaining the MNCs effect on the poor countries in respect to the rich countries ( of course intending developed countries and less developed countries), in order to do so I will first need to introduce the concept of economic development. We will find that the impact of MNCs on LDCs can be under many aspects crucial to the development of the latter, even though it is important to bare in mind the positive contribution MNCs can bring in to LDCs. However in order to cover all the points of this wide topic, it would have been necessary to look at not only the economic side that there is to it , but as well political, social and cultural sides, which are here only briefly referred to. The main concern of theorists of imperialism has been to explain why rich ( or capitalist ) states behave the way they do toward poor states. With the birth of dozens of new states in the years after the Second World War, interest was sparked on the other side of the imperialistic coin, so to speak. From the point of view of this new states, understanding why states behave imperialistically is only part of the problem. The other part focuses on the question of how best to deal with richer, larger states to achieve economic well-being and political independence. Answers to this questions, so far at least, have been much more numerous than examples of success in attaining these goals. The experience of Third World countries in the four decades since the Second World War has demolished one theory after the other concerning the most effective ways to speed development. In the 1950's, the United States dominated the world economically, and Americans likewise tended to dominate the discussion about economic development in academic circles as well as in international forums. Even Americans, of course, had a variety of ideas about how the emerging new countries could best achieve economic growth, but a few basic themes and assumptions were widely shared. One implicit assumption was that England, the United States and other industrialised Western countries served as historical model that the new countries should try to emulate in their efforts to develop politically and economically. This emulation meant, in the orthodox view, that the new countries should adopt free enterprise systems based individual initiative and democratic political systems. In general, development theories in the 1950s stressed the importance of internal changes in the new states as the crucial steps toward economic development. On the other point of view, the dependency theorists, do not deny that internal changes are necessary, but from their point of view, orthodox analysts seriously underestimate the extent to which the problems of Third World countries are caused by factors external to those countries and the impact of the international economic and political environment on them. â€Å"It fiddles its accounts. It avoids or evades its taxes. It rings its intra-company transfer prices. It is run by foreigners from decision centres thousands of miles away. It imports foreign labour practices. It doesn't import foreign labour practices. It overpays. It underpays. It competes unfairly with local firms. It is in cahoots with local firms. It exports jobs from rich countries. It is an instrument of rich countries' imperialism. The technologies it brings to the third world are old-fashioned. No, they are to modern. It meddles. It bribes. Nobody can control it. It wrecks balances of payments. It overturns economic policies. It plays off governments against each other to get the biggest investment incentives. Won't it come and invest? Let it bloody come home. (The Economist, January 21, 1976, p. 68) It of course refers to Multinational Corporations. One reason why developing countries turned to bank loans in the late 1970's involved their suspicion about foreign investments by multinational corporations (MNCs). MNCs provoke some of this suspicion because they so large. In fact, many of them, by some measures , are larger economic units then developing countries. As can be seen in Appendix 1, if we compare the GNPs of countries with the gross annual sale of MNC's, several of the largest economic units in the world are not states, but corporations. In these terms, General Motors is bigger than Argentina, and Exxon is larger than Algeria or Turkey. Another reason that MNCs in developing countries provoke suspicion is that comparisons of inflows and outflows of capital associated with their activities shows, years after year and place after place, that MNCs take more money out of developing countries then they put in to them. In addition, critics of MNCs point out that these companies do not bring much money in to developing countries in the first place. Instead, they borrow from local sources or reinvest profits that they have earned in foreign countries. â€Å"Over the 1966-1976 period, 4 percent of all net new invested funds of U. S. transnational corporations in the less developed countries where reinvested earnings, 50 percent were funds acquired locally, and only 1 percent funds newly transfered from the United States† (emphasis added). Defenders of MNCs concede that inflows from investments by corporations in developing countries are typically smaller than outflows of repatriated profits. But such comparisons are irrelevant or misleading. The fact that corporations took more money out of Country X in 1998 that they put into that country in that same year does not prove that Country X is being â€Å"decapitalised†, because what comes out from Country X in the form of repatriated profits in that year is not a function of funds going into the country during that time. Rather the profits of 1998 are the result of corporate investments in several preceding years. Such comparison also ignore the facts that once capital is invested in a country (even if it is borrowed from banks within that country), it forms the basis of a stock of capital, which can grow and produce more with each passing year. In other words, once a factory is set up, some of the profits every year will be sent to the MNC's home country, and it is quite possible that no money will be brought in. But part of the rest of the profits, year after year, will be paid in taxes, and the remainder will be used to expand production, hire new people, and pay more each year in salaries and wages. This argument certainly does not end the controversies surrounding MNCs. They also are blamed for balance-of-trade problems, for using inappropriate capital-intensive technology (in countries where labour is in surplus supply), and for encouraging the rich to indulge in conspicuous consumption of luxury products instead of investing in the productive capacity of their countries, while at the same time persuading the poor to drink Coca-Cola instead of milk. Perhaps the strongest argument that can be made in defence of MNCs point out that in the long run, they are destined to get caught in dilemmas from which there is no obvious escape. Take, for example, the focus by critics on the enormous profits that they repatriate. If MNCs respond to this criticism by bkeeping that money in the host countries and reinvesting it there, they are unlikely to boost their own popularity. Continuous reinvestment will eventually become very threatening in the host country as MNCs expand and take over larger shares of domestic markets. If MNCs avoid capital-intensive technology and turn to more labour intensive production techniques, critics complain that they are using poor countries as dumping ground for obsolete technology. In general, the longer a MNC stays in a developing country, the more reasons there will be for it to become unpopular. When they first arrive, they create jobs and face the risk of failure. But after they have become established, the risks are minimal, and they seem to be sitting there raking in enormous profits. If the MNC hires many local people for important positions of responsibility, this is likely to speed the day when the nationals feel they can run the subsidiary on their own, without the help of the MNC. If the MNC keeps citizens of the host country out of management positions, that may lead even more quickly to antagonism on the part of the host country, whose citizens will argue that MNC's employment policies are designed to keep them in a position of permanent subordination and dependence. That subsidiaries of MNCs in developing countries will become unpopular seems all but inevitable, but that unpopularity is not necessarily deserved. They may serve for engines of development even if they provoke antagonism and opposition. Many researchers have tried to determine the overall impact of MNCs in developing economies by statistically analysing the relationship between foreign investments and economic performance . Some have found that foreign investments in Third World countries retards economic growth; additional analyses reveal correlations between foreign investments and inequalities in the distribution of wealth. But the weight of contrary evidence is such that conclusions regarding these controversies must be even more than normally tentative . Albert Szymansky concludes that much of the empirical work reporting deleterious effects of foreign investment â€Å"in reality†¦ demonstrates nothing more than how easy it is to produce just about any conceivable results with multivariate computer analysis- if one is willing to throw in enough control variables and utilise enough different sets of countries† . Although this comment may be insensitive to many complex problems that can make simple, seemingly more straightforward analyses even more misleading, it does voice what seems to be an increasingly common opinion about the impact of MNC investment in developing countries: the nature of the impact depends on how the government of a given country deals with it. (And how is dealt with is not inevitably determined by the presence of the investment. ) In other words, MNC investments can have bad effects, but dealt with effectively, they also can bring substantial benefits. As Robert Gilpin concludes, MNCs are â€Å"neither as positive nor as negative in their impact on development as liberals or their critics suggests. Foreign direct investment can help or hinder, but the major determinants of economic development lie within LDCs (less-developed countries) themselves† . However, dependency theorists would disagree. Their basic argument is that foreign investment, or any other economic contact that poor countries have with the world's economic system, particularly with the rich, capitalist, industrialised countries, has almost uniformly disastrous effects on the economic and political fortunes of those countries.

The argument Essay Example | Topics and Well Written Essays - 1000 words

The argument - Essay Example Tight state budgets of the current year have drawn attention towards the efficient and effective use of taxpayer money instead of wasting it in, otherwise activities that are deemed to be used for illicit drug abuse. According to those in favor the money that is being used to help the welfare program can be saved for other public welfare expenditures where it is more needed. A Republican speaker of the Wyoming house, Edward Buchanan, said, â€Å"The idea from Joe Taxpayer is, ‘I don’t mind helping you out, but you need to show that you’re looking for work, or better yet that you’re employed, and that you’re drug and alcohol free.’ † (The New York Times). He has simply tried to put forward the motive for drug testing. To be able to be qualified to receive the welfare aid, one must be subjected to drug tests first to ensure that the taxpayer money will not be used in illegal drug activities. To support the point, Garth Everett, a Lycoming County Republican who is in support of drug testing legislation said that the workers are often tested for drug abuse by their prospective employers before their employment, however the recipients of welfare aid are never subject to such tests which may reduce the effectiveness of this program. Such drug tests will enable the government (that can be seen as an employer in this case) to ensure that the money expenditure on welfare program is being spent responsibly and in the best interest of the beneficiary. Since government can be seen as an employer of welfare recipients in this case, this shouldn’t be contrary to the law and constitution. (Hall). As opposed to those in favor of the new legislation, those against it have tried to make their point on the basis of statistical evidences and past data relating to substance abuse. The main point of their argument is that, the new legislation makes an unnecessary and unreasonable assumption about the recipients of welfare aid pr ogram that they are necessarily involved in some kind drug activity. This is strictly against the US constitution which prohibits any unnecessary search of people. Therefore testing these unfortunate citizens for drug abuse would amount to an unconstitutional search of people who sought help. Eventually this will also lead to withdrawal of public confidence in the welfare program and attract unnecessary expenses in future. Courts in US have dropped such issues in the past on the similar grounds. A Democrat state representative against the legislation, W. Patrick Goggles, said, â€Å"This legislation assumes suspicion on this group of people, it assumes that they’re drug abusers.† (The New York Times). Democrats are also of the view that the actual costs to conduct these drug tests and all other overheads preponderate the potential benefits and savings expected to be derived from it. In Idaho, such a budget analysis was conducted last year which showed that the costs of this program are likely to be more than the saving. This caused the proponents of the program to drop this idea. There are also various statistics available to support this theory, for example, one such study says that the recipients of government aid are not more likely than the general US population to abuse drugs which is 8% of the population. Maria Kayanan said, "What the states are doing

People working in teams always achieve their goals more efficiently Research Paper

People working in teams always achieve their goals more efficiently and effectively than people working alone - Research Paper Example To increase the success rate of teamwork, the corporate manager should use effective leadership approach, establish organizational culture that promotes open communication, and create organizational culture that easily accepts work diversity and organizational change among others. Table of Contents Executive Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Table of Contents †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 I. Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 II. Literature Review †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 a. Advantages of Teamwork over Employees who prefe r to Work Alone †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 b. Strategic Ways on how Managers could Effectively Promote Teamwork †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 b.1 Leadership †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 b.2 Communication †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 b.3 Organizational Culture †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 III. Practical Implications †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 IV. Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. ... In fact, the act of working with other employees is necessary especially when there is a strong need to perform shared tasks. Through teamwork, complex business situations can easily be resolved within the shortest possible time. This report will focus on discussing why people who works in team has a higher chance of being able to achieve goals better in terms of being efficient and effective as compared to employees who prefer to work alone. As part of going through the main discussion, various existing theories related to teamwork will be tackled in details. Eventually, strategic ways on how managers could effectively promote teamwork within the business organization will be provided followed by discussing the significance of leadership, communication and organizational culture in the promotion of teamwork. Literature Review Advantages of Teamwork over Employees who prefer to Work Alone As a common knowledge, each person is a social being that is capable of developing a set of uniq ue talent, knowledge and skills. Because of these limitations, man is required to constantly interact with other people. In fact, social interaction is the only way wherein each individual could continuously enhance their acquired skills and knowledge. The word ‘team’ has different meanings to people. With this in mind, a team can be composed of a man and a wife as a couple. Furthermore, it is a myth to believe that all teams are effective in terms of achieving a single organizational goal. For this reason, this report will purposely define ‘team’ as â€Å"a small number of people with complementary skills who are committed to a common purpose, performance goals, and approach for which they hold themselves mutually accountable† (Katzenbach and Smith, 1993, p.

Realist and Neo-Realist International Relations Essay

Realist and Neo-Realist International Relations - Essay Example The state, for Realism, is a power-maximizer in a self-help environment where no one can be trusted and violence is endemic. Non-Realist IR theory is invariably also anti-Realist. It never ignores Realism, but always incorporates a critique of that paradigm to position itself intellectually. This is because Realism is about the state. Since we cannot evade the state, which is everywhere and all around us and the centre-piece of our political cosmology, neither can IR theory evade Realism. Empirical "tests" may show that certain events in the world are (not in) consistent with the hard core of a realist research program. But that does not provide support in any strong sense of that term for choosing realism over some competing paradigm. Many events that are explained by one realist theory are also inconsistent with at least one other no less authentic realist theory. For instance, if balancing and bandwagoning exhaust the possible aligning bahaviours of states, as Waltz (1979) suggests they do, and if good realist theories predict each, as they do, then any piece of evidence simultaneously confirm and contradicts "realism". Labs provide an extreme example of the perspective when he presents offensive (rather than defensive) realism as "the best realist theory available to go forward and do battle with competing approaches to international relations" (1997, p. 48). Neither, however, will get realist very far in such a battle. Sovereignty is the primary concept of realism. It is taken as given that states enjoy unchallenged jurisdiction within their own boundaries. Realists make little attempt to theorize the impact a state's relationship with its civil society has upon its relations with other states. Waltz expresses this simplistic view when he writes that 'students of international politics will do well to concentrate on separate theories of internal and external politics until someone figures out a way to unite them (Rosenberg 1994, p. 5). Waltz is able to argue this because of his view of how the states sys operates. Waltz (1979) rejects explanations of international conflict which stress flaws in human nature. Rather it is the structure of the international system that creates tension between states: in the absence of a higher authority, states compete with each other to ensure their security. This may trigger an arms race, perhaps leading to full-scale war. This structure will determine a state's fo reign policy, regardless of its internal political arrangements or the nature of the dominant belief system within civil society. The strength of realism is that it highlights the irrationalities that underpin the login of a world divided into states. The conflicts between states, which are well documented by history, and which often transcend apparent commonalities of 'race' or ideology, present compelling evidence in support of the realist argument. It is increasingly clear, however, the realism's assumptions are inadequate to the task of explaining the nature of contemporary world politics. The problems of mainstream international relations theory lie mainly in its understanding of state sovereignty and security. Realists and non-realists are tuned to account for different dimensions of international relations. As realist theories are especially well-suited to explain certain

The Englishman's Boy by Guy Vanderhaeghe Essay Example | Topics and Well Written Essays - 1000 words

The Englishman's Boy by Guy Vanderhaeghe - Essay Example National Identity is a very important part of our personality. The formation of national identity is a process of comparing and contrasting the values of our own nation with the values, principles and beliefs of other nations. Certainly, not all the people have an opportunity to travel, thus we have got another reliable and valuable source of information that help us form our views and got different feelings. This is an art. We see films and beautiful pictures, read poems and novels created by our ancestors and also modern artists. Studying the masterpieces of art, we receive valuable information about our history and this helps us form our own identity. We can learn about what is good and what is bad from different examples provided by the pieces of art. Art also serves as a reflection of our own feelings and thoughts. However, not all the information we receive is true and it is important to understand what to absorb and what to ignore. When the Great War was over, a new important period started began in the life of America. Actually, this period predetermined the future of the United States and its reputation of the most developed country in the world. It was a period of thriving, the time of economic development. There were many new opportunities opened for Americans that time and it is natural that this made the United States attractive for immigrants. The myth of American Dream appeared and many people from different countries in the world left their motherland to come to the United States seeking for better life. The United States became multicultural that caused many problems for immigrants. Instead of American Dream they faced terrible racial intolerance. Guy Vanderhaeghe tells us the story of Harry Vincent, a young scenarist, and his boss, a rich man Damon Chance, who wanted to create a special movie. The main purpose of the Damon Chance is to create a real â€Å"American† movie, which would reflect n amely American spirit. Chance thinks that the main problem of Americans is the lack of national identity. Here we can trace the attitude of Chance towards immigrants. It seems that he accuses multiculturalism caused by mass immigration of the lack of national identity in The United States. He respects real American nation and is sorry that it does not have its own art. He wants to create a real American masterpiece: â€Å"The Germans gave the world their music. The Romans their architecture. The Greeks their tragedies. We recognize the soul of a people in their art" (Vanderhaeghe 108). Chance is irritated by European’s domination and wants to help form separate American national identity. He criticized Griffith: â€Å"It was pure genius on [Griffith’s] part to advertise [The Birth of a Nation] as fact. Americans are a practical people, they like facts.†¦ You mark my words, Harry, there’ll come a day when the public won’t swallow any of our stories unless they believe them to be real. Everybody wants the real thing, or thinks they do.†¦ Facts are the bread America wants to eat. The poetry of facts is the poetry of the American soul† (Vanderhaeghe 19). Damon paid Harry Vincent for creating a scenario about a history of a cowboy. The book is divided into two parts with parallel plots and this makes the novel unique. The second half tells us about a boy who is travelling to Cypress Hills. This was done by the author to demonstrate the different interpretation of the same story. We have a chance to trace the process of movie making and compare it with the story of a real boy. The reader can see how the both Harry and the Englishman boy try to resist the actions of their common opponent Damon Chance and how this forms the plot of the book. At first, Harry was impacted by Damon Chance’s aspiration to create a movie and was going to do his best to

The Means for Effective Interpersonal Communication between Couples Essay

The Means for Effective Interpersonal Communication between Couples - Essay Example Most of the time, we tend to look at the faults and weaknesses of others while making quick judgments or conclusions at the same time. This usually is the first action since it is part of our innate instinct to be on the defensive, both physically and psychologically. Knowing this, you are already aware that taking your own side first in any argument is an instinctive reaction. Of course, that kind of action does not really deal with the problem initially. The first step in having an effective and happy interpersonal communication as a couple is to first look into your own self. This requires serious introspection and a degree of private time away from each other. Introspection requires a long and deep look into one’s own personality and character. Just imagine having to sit in front of a mirror while asking yourself questions about your own self. Some of the questions that could be asked would be about good traits, inherent character strengths, character flaws, and weaknesses. The primary reason why this step is important is because it practices you to be self-aware of mistakes that might have been overlooked. More often than not, it is easy to point fingers at the mistakes of others while forgetting that you have your own shortcomings as well. To be more conscious of your own mistakes is a matter of mindfulness. After spending a great deal of time understanding your personality and behavior, the next step is to have a self-appraisal on your personal manner of communicating. You have to realize that for an effective interpersonal communication to happen between couples, it is also important to know how you would communicate with yourself and if you have communication competencies. The issue is not whether or not you are good in expressing yourself. You can express yourself clearly but still send the wrong sentiments. Most of the time, it is the manner and not the message that has the

Arch Communications Group Essay Example | Topics and Well Written Essays - 1000 words

Arch Communications Group - Essay Example As the research declares still consider Arch to be a sound buy. One of these analysts is John Adams, at Wessels, Arnold & Henderson, who believes that Arch’s stocks are undervalued. In his analysis, using EBITDA, Adams concludes that the company’s stocks are still a profitable investment because of its impressive historical growth. This implores investors to ask if Arch’s stocks were undervalued. In Adams’ valuation estimates, where he presents a ten-year horizon long estimate of Arch’s cash flow until the year 2005, this seems to be the case. This paper explores that EBITDA trends of the top paging companies highlights Arch as having one of the highest EBITDA margins in 1995 – a staggering 37% similar with Pagenet, the largest paging company in the country. Arch was also presented to have the highest growth rates in the industry at a 273% subscriber growth rate, 224% revenue growth rate, and 303% EBITDA growth rate, all of which are significantly higher than its competitors. Its Enterprise Value / EBITDA ratio is also the second highest at 18.9, second only to MobileComm, at 27.8 in 1995, and its Enterprise Value / Subscriber ratio is projected to be the highest in 1996 at $422, significantly higher than the average ratio, which is at $326. Based on these values, one can see a clear picture of Arch’s position vis-Ã  -vis its competitors in the industry. By using EBITDA margins to draw comparable conclusions regarding Arch’s value against competing companies in the industry, it failed to consider seve ral factors.

Elder abuse Essay Example | Topics and Well Written Essays - 750 words

Elder abuse - Essay Example Remember that perpetrators spend months, and sometimes years, to set up their victims for exploitation. Conclusion: By the time Patricia Murtaugh was finished with her two victims, she had emptied their bank accounts of almost half-a-million dollars and used the money to open up a business and purchase homes, cars, and a boat. Her victims were broke and although Murtaugh was arrested and convicted for her crimes, it is doubtful that they will ever see their money again. Murtaugh went to jail, but most victimizers get away with their crimes. Breton, T. (January 9, 2007). A Trust Betrayed: How Two Women in Their 90s Were Fleeced by a Helper. Rhode Island News. Retrieved from http://www.projo.com/news/content/Murtaugh_01-07-07_2034LD5.21a31c1.html. We’ve all heard, I’m sure, of severe cases of elder abuse, in which older people are physically abused by younger people, usually family members. There are some horrific cases of the elderly being victimized, sometimes to the point of death. I’d like to talk about another type of elder abuse—economic exploitation, which is often just as devastating. One of the most notorious cases of economic exploitation of the elderly happened in 2007 in New York. Patricia Murtaugh swindled hundreds of thousands of dollars from two women in their nineties, women who had spent fifty years wisely saving their money. Over a period of months, she gained their trust and then stole their life savings. At first, she was helpful, providing both women with the assistance so that they could keep their independence, in the form of bill paying and much-appreciated companionship. Eventually, she was able to gain access to their finances, a common approach of many a victimizer. This kind of elderly abuse is more common than you may think. One in five elderly Americans are victims of financial exploitation, and in some areas, that figure may be as high as 50%.

Family Business Succession Research Paper Example | Topics and Well Written Essays - 1750 words

Family Business Succession - Research Paper Example Family business succession has become one of the critical issues in the modern family organizations. This is more so in terms of leadership and the management of the firms. In most cases, conflicts arise among the stakeholders on who is supposed to take the leadership in case the leadership positions remain vacant due to various causes. It can also lead to intergenerational conflicts which can also be very critical the existence of an organization. This may affect the overall performance and to some extent the existence of an organization. There are various factors that determine the succession of business from one family member to another. It is important to note that there is a significant difference between intra-family succession and transitions between family and non-family members (Handler 298). As already noted, family business represents the largest fraction of the global economy. Therefore, they are essential to the well being of the global economy. Poor succession in family businesses can therefore adversely affect the performance of an organization. Many countries like Europe have come up with various measures to make enterprises aware of the importance of having a thorough planning of the succession process in a timely fashion. This is in an effort to rescue family organizations from falling. ... It is important to note that children will not be automatically willing to be part of the family business. In some cases, children who have grown up in a business may become bored and therefore may not be willing to be successors (ABC Business Consulting par 7). This is one of the reason why there is a need to have a next generation preparation on order to promote the performance of an organization. They may also take the business without seriousness, the fact that may dip an organization to failure. In order to come up with a top performing generation in a family business, it is necessary to have the young members of the family do simple tasks within the business on part time basis. This will provide them with insights to the business. It will also help the young generation to understand the business from the bottom up and also gaining a strong work ethic (Lansberg 76). Early age involvement in business activities will also encourage the young generation to pursue higher education i n order to take leadership positions in the future. In preparation for the future generation, it is also necessary to take a family member to work in an outside organization. This will help in broadening training and background. By working in the family business and later working in an outside organization, a family member will be satisfactorily justified to take leadership positions in a family business upon coming back. There are several factors that must be taken into consideration when preparing for the future generation to join a family business. To begin with, it is highly recommended to have a family member work for another organization before being given a

IT Business Outsourcing Essay Example for Free

IT Business Outsourcing Essay Outsourcing basically means a process of constricting to another party. It is done at the outsourcing client’s location under their supervision. There are many essential factors which are needed to decide whether to outsource the information process or not. First major factor is the activity or the process itself. Main concern should be the process, whether it’s really needed to be outsourced (Loh et. al, 1992). If it is core job to that organization, then its better not to outsource it. If the task really requires highly efficient skills which is not available in your organization, then it’s better to outsource it. Second most important factor is the financial strategy. While deciding whether to outsource, main goal of company is to save money. It’s essential to verify, what will be the total cost in both the cases, if the task to be performed within the organization or outside. Hence, the main factors for deciding why to outsource are outsourcers cost, their capabilities and the potential end product which ultimately will reduce the risk and increase organization profit. Influence of Risk Assessment on the decision making process when seeking to outsource information processes Risk is always associated with the process of outsourcing. Many organizations who went for outsourcing, failed and few of the reasons are like cultural misalignment, end product not as per the quality and deadlines or delivery times missed. There are mainly two types of risk associated with the process of outsourcing: external risk and internal risk. Read more:Â  Essay on Business Process Outsourcing External risks are those risks which occur outside the organization and upon which organization do not have any control. these risks includes a search of outsourcer who will offer the required skills in a cost effective manner, an exchange rate fluctuation that can impact the cost savings, lack of ability to guard organization intellectual protection property and physical location of outsourcer which includes economic and political risk as well (Aubert, 1998). Internal risks are those risks which occur inside the organization while outsourcing. Language is the most targeted risk if outsourcing happen between two different countries where English is not the primary language and the ability of communicating to outsourcers in a remote location where technology is not so updated. Influence of change management requirements on the decision making process when seeking to outsource information processes One of the key factors for a successful outsourcing is the organizations effective change management policy. Organizations who failed to manage the changes effectively suffer a lot. Within an organization, the most important change management program is to create such a reliable communication strategy, so that the employees don’t feel scared about the job security. There should be proper redeployment and retention plans for all employees to make them feel secure. Proper training should be provided to make them understand how to deal with outsourcers. Few change management factors during this process are good leadership quality, crystal clear procedures, strategy safeguarding stakeholder’s interests, communication strategy and a change-over course of action for every step (Wullenweber et al, 2008). Inclusion of different entities by business when making decisions on the processes to outsource and the third party entity to outsource to Businesses include entities when time comes to decide whether to go for outsourcing or not. When an organization needs a process to be outsourced, decision of top level (CEO or a Director) is essential. Without their confirmation, company can’t think of moving ahead. After the confirmation, now its middle management turns to check whether all the important factors are going in favor of outsourcing or not. Here come different entities like finance, Hr, marketing, quality and third party. Finance department will check outsourcing in terms of cost saving, while HR will check if the company really needs outsourcing staff or it has its own (DiRomualdo et. al. , 1998). Marketing people will do a survey to acquire a list of best outsourcing companies and quality will judge whether the decision is anywhere hampering the quality and how to improve it in future. Third party will also play a vital role as their location, cost of doing outsourcing and few other factors will also effect the decision (W. McFarlan et. al, 1995).

SWOT Analysis of Tesco Express

SWOT Analysis of Tesco Express The organisation which we have taken for the study is Tesco Express the sub brand of Tesco Plc. In our study we are going to identify, describe and evaluate the following management area of Tesco Plc, where we will be involving Marketing Principles to give proper management report on the basis of below strategies: The Organisation Orientation The competitive advantage of the organisation The Impact, positive and negative of the organisations Marketing Mix Management report of Tesco Express- Strength, weakness and improvements that will help to maintain competitive advantage in near future Origin of Tesco Tesco Plc the leading Britain retailer among the top three retailers in the world. They are operating 3700 stores among the world and they have employed around 470,000 employees. They are operating in 14 countries and they are UK, Republic of Ireland, India, China, Japan, Czech Republic, Hungary, Malaysia, Poland, Slovakia, South Korea, Thailand, Turkey, and USA. Tesco Plc was started by Jack Cohen in 1919 and the name Tesco was first appeared in the shop in Edgware in 1929 since the company has grown they were implementing their innovation in different business. Jack Cohen founded Tesco and his first day profit was ÂÂ £1 among his ÂÂ £4 sales on selling a grocery from the stall in East London. In the year 1924 the first in-house brand of Tesco has launched and they named that product as Tesco Tea. The names come from the initial of TE Stockwell, who was a partner in the tea supplies and the CO from Jack Cohens Surname. In the year 1932 Tesco stores limited have changed to Tesco private Limited Company. Tesco the brand which have changed their way they do business so fundamentally in each and every part of its company. Because of this change they have done in to business which also includes the loyalty management. For that they have taken a different expertise among the world as the earliest and that they have that named as Clubcard. Tesco joined with DunnHumby and created a Clubcard to tracks the buying behaviour of their 13 million customers, through recording and tracking consumption data from shopping bills. Tesco and DunnHumby have jointly built, maintain and mine a rich customer database with information derived from all customer touch points. Using this customer database, Tescos marketing department is then able to manage changes in either individual or general consumption patterns and adapt their marketing strategies accordingly. Clubcard is a reflection of the attributes of the business and its commitment: a strong team ethic, a commitment to serving customers, and most of all, top-to-bottom retailers pragmatism. Tesco made customer loyalty marketing work, when every other British supermarket loyalty programme in the late 1990s failed, faltered or never got started. Every year since 1995, headlines have proclaimed the death of loyalty scheme, usually enthusiastically supported by other retailers whose loyalty schemes are distant memories. Yet Clubcard is never questioned as a strategic priority by the management. Instead, Tesco has responded to the critics by measurably building sales through Clubcard, using the relevant knowledge it creates to improve the way it runs its business. The Organisation Orientation: Definition An approach to business that centres its activities on satisfying the needs and wants of its customers. The production department when starts to manufacture the product, it focuses on the promotion, distribution, pricing etc. How Tesco implemented its Market orientation: It overall beats the competition in producing the best quality product to the end users with great customer satisfaction as mentioned below. Flexibility Plan and goal setting Managerial and interpersonal skills Flexibility Tesco Express is widely opened across the cities in UK and gives options to many consumers to shop easily. In total there are around 150 shops which is great benefit to the consumers. They have introduced online trading where customers can place an order and buy it without any hindrance. Self billing has been bought up to avoid queues, saves time and energy, people can use the self bill system and pay by themselves and also introduced Club cards in which they can measure sales and improve accordingly by collecting database. Plan and goal setting Every organisation has its own plans and works only with the setting right goals at right time. Plans are to maximise sales and profits, maintains No 1 retail store in UK. Targets competitors and remains as a market leader, provides goods/services that are cheap and affordable to public. Business plans and modules are followed to achieve respective goal. Each objective has deadlines to meet so they have to meet their set objective within the stipulated period of time. Ex- Point of sale is an important merchandising activity to remind, people to stock up, just in case, a different product in categories has been brought together under Barbecue Theme, and a sale tends to increase. With the exceptions of meat, Tesco Express has brought all its barbecue products together under one category in store in order to promote sales and profits. Managerial and interpersonal skills- Still not yet completed Marketing: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. (C.I.M, 2001) In this cut throat competition, Tesco innovates and re-innovates the new product as per the marketing environment in comparison with its fellow competitors. Healthy competition gives the best outcome of the product like price and quality. The main aim is to maximize customers value as a source of competitive advantage. Tescos Marketing Concept Meets customer needs, wants and preferences more effectively and more closely than competitors Asda, Sainsbury WM Morrison supermarket. The basic philosophies of the organisation are production and sales, it integrates the various activities like production, selling, distribution promotion, advertisement and human resource management in a profitable way for the service of the customers. Production: Focuses on the goods where quality matters and profit is gained on the volume of sales. Quality should be maintained in all the stages of production Tesco the company which are offering more than 100 products under their own brand Tesco. Comparatively they are quality oriented and price oriented. These products are mainly targeted their customer daily needs. They are following exact market economics to market their products. Sales: Even Tesco has its own products in Tesco express also they sell products from different brands too. While comparing with other products Tesco products is more cost effective and with high quality. Tesco Express is one of emerging sub brand in the UK is offering the customer to minimise their shopping time. New innovation has been brought in the form of advanced technology for the customers to generate and pay their own receipts by them. Goals have been divided into 3 different sets- Once it sets up the plan with the right objective, the next strategy is to maximise sales with customer satisfaction. Let us take through with 3 different sets of goals. The organisation recognises the market movements of its competitors in order to maintain good mindset in peoples mind. It strives hard to satisfy customers needs, preferences and taste which is very big task. The last and foremost goal is carried out in the internal management to increase productivity with great coordination among staff members who works as a team. Let us concentrate on planning aspects with involving planning strategies as discussed below. Marketing Planning: Marketing Planning: Turning strategies into implementable action and it is a detailed written statement where each and everyone in the organisation must follow the principles and guidelines and act accordingly. Planning is decide in advance what to do and what not to do, planning plays a vital role in the supermarket division as it deals with FMCG products, in day todays business the sales increases rapidly when everything goes according to plan. Internal and External Environment Key Aspects- Position of Tesco when compared to other companies. Where are we now? Significant improvement has shown in identical market in UK Marketing Audit Market Research Environment Analysis How did we get there? They got there simply because of good performance which was solid. Where are we heading and where do we want to be? Tesco express has strived to achieve the highest standards to ensure the long-term access to quality products and maintain their position as the UKs number 1 supermarket. Tescos aim is to keep customers happy, to achieve high profit margins, to motivate workers, expand its marketing strategies, and support economic issues and to be friendly towards the environment. Tesco aims to cover every conceivable part of the consumer base with management controls. Review Procedures Management Controls How might we get there? It has good marketing mix strategies and implements successfully. By doing so it has reached heights by giving services to consumers. Tesco Express should make als Marketing Mix Which way is best? Are we on course? How can we ensure arrival? Choice criteria Screening Modelling Company Profile SWOT Once marketing planning is carried out successfully the next step is to concentrate on marketing audit. It can be analysed with the inclusion of Strengths Weakness Opportunities Threats (SWOT). Once the major part is carried out successfully with all the research analysis and datas, it gives us the strategic position. The overall evaluation of a companys strengths, weakness, opportunity and threats is called as SWOT analysis. It is a way of monitoring the external and internal marketing environment. Good marketing is the art of finding, developing and profiting from these opportunities. A marketing opportunity is an area of buyer need and interest that a company has a high profitably of profitably satisfying. There are three main sources of market opportunities are. The first is to supply something that is short supply. This requires little marketing talent, as the need is obvious. The second is to supply an existing product or service in a new or superior way. The last method often leads to a very new product or service by offering lower price with good quality. To evaluate opportunities companies can use Market Opportunity Analysis (MOA) to determine their attractiveness and profitably of asking questions such as Can we focus the target markets and reach them with cost-effective method and trade markets? Can we deliver the benefits better than any actual or potential competitors? Will the financial rate of return meet or exceed our required threshold for investment? Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits? Can we articulate the benefits convincingly to a defined target market? Based on the above Kotlers theory we will be giving out SWOT analysis data. Strengths A wider range of products including fresh and healthy food are available. Tesco express has added around 800 new product lines last year. Stores have increased by over 35% since 2000. Quality of products is sold. All classes of people can afford to buy. It has strong Market Leadership. Strong and good brand image. Weakness Range of stores is limited in Tesco Express and price is not as good as main stores. Inventory turnover is weak. Does not respond queries in time. It mainly concentrates and depends only in UK and Europe. Turnover is poor. Opportunities Planning to open retail environment in Euro zone. Tesco Express has been bought up in density area to satisfy customers requirement with ease. Opportunities in India and other international markets and also they have got private labelling schemes. Threats Intense cut throat competition High interest rates in UK. Labour wages are increasingly at a higher rate. Difficult conditions in International markets. Competitive advantage of the organisation Jack Welch, former CEO of GE says, If you dont have competitive advantage, dont compete. (Jobber 2007:773) In the face of global competition and cut throat competition, there are many competitors are growing day by day and the rule of survival for the fittest comes into picture. Companies are forced to survive by increasing the production and sales at a better rate. With todays technology changing day by day oragnisation has to put the best foot forward to stay and compete. As a result they gain enormous experience to handle different sets of consumers and their buying habits Marketing is all about to generate transactions and to generate relationships. No organisation stands alone in the market without competitors; the company cannot develop its products by developing the product range and its features but also faces the competitive environment of the market. The factors which analyses the changing economic environment in the trading community and reacts accordingly. The competitors also influences various factors such as success or failure of a business in any market conditions, this is why it is important to consider systematically a number of aspects of competitive behaviour. Competitive analysis is a systematic approaching in understanding the key factors of the planning strategy in terms of objectives, resource allocation and implementation through the marketing mix. A good understanding of these factors reveals the organisation to be in a stronger arena in building and sustaining foundations for the firm to hold its position to maintain the reputation in the longer run. Once an organisation finds with whom it is competiting and which category of the competition of the emerging market. When competitors are identified, the probability of forming them into clusters, depending on focus and strategy. The outcome of the identified clusters identifies strong and weak competitors in each group which can be considered as the strategic opportunities defined. These are the number of different characteristic that can be used for identifying strategic segments, which in turn provides a useful framework for evolving opportunities in business environment that leads to an order of implementing organisational behaviour techniques of competitors data that relies on financial performance of the segments served in marketing strategies. The arch rival of Tesco express is Costcutter The arch rival of Tesco express is Costcutter because they are the one who have similar marketing policies to overcome its rival. Tesco Express is spread all over the United Kingdom with in and around 1000 outlets but Costcutter is with 1600 outlets. Comparatively Tesco express and Costcutter got the same logic of attracting their customers to sell best quality with reasonable price . However when we analyse the competitive advantage of Tesco to overcome its fellow competitors with new innovation called Auto billing and paying system but Costcutter lacks with that facilities. opening as wel as closing times varies with Costcutter as it is opened 24 hours open and Tesco express opens from 6am in the morning and closes 10pm in the night. So all we can say is that they are the perfect competitors with having leads and falls with each other in different facts. Tesco express is using different segmentations to make the Tesco express successful among their competitors and their segmentations are geographic, usage and loyalty; On geographic segmentation they categorise their shops according to the market. They mostly were concentrating on the region where they can have the more people who are be the bread and butter consumer that means people who wants to buy one or two products at that specific period of time. Theres a brand familiarity that you dont always get from a local store and the concept is familiar through use of the superstore predecessor. On usage segmentation being an express the range are limited and choice or very little and the price is bit higher than its own Tesco extra. On the loyalty segmentation they have just rock the concept called Clubcard. They have track the customers with the card and it make them to analyse to find the exact need of customer and they serving them according to their needs. Mission Every business has its goals/objectives and works on directions set by the management. No firms can succeed without objectives and tagline of Tesco is, Every little Helps. This tagline has created a realistic statement which is motivating and creates intent in the organisation. The realistic purpose is to provide focus and direction through the conduct of the business. Specific Measurable Accurate Realistic Time bound (SMART). SMART comes into picture once SWOT analysis is completed. Strategy> Behaviour standards Tescos Marketing Objectives The main aim is to retain customer satisfaction and maintain number 1 Retail Company in the UK. To maximise sales and profit To provide reasonable price to the consumers. Marketing Environment Marketing environment and its influences. It has been divided into 2 different categories based on 4ps. Micro Environment Macro Environment Micro Environment has been divided into 4 divisions namely Suppliers Distributors Competitors Customers Macro Environment has been divided into 5 divisions namely A) Socio Cultural Environment Factors affecting demographic structure of the population, lifestyles, attitudes, cultures, issues of public and private concerns, tastes and demands. B) Technological Environment Creates new product opportunities and improve production. C) Economic Environment It determines demand and supply chain. D) Political and legal Environment Rules, laws and regulations are operated as per the Government bodies. Ex: Smoking in public places E) Ecological Environment -Factors such as global warming, pollution, recycling, packaging etc. Macro environment with Tescos principles Socio Cultural Environment Brassington and Pettitt has given definition regarding Demographic, where he briefly explains that it is the study of the measurable aspects of population structures and profiles including factors such as age , size, gender, race, occupation and location. Tesco express has widely opened across and also outside UK to satisfy customer needs and preferences. Where in it represents strengths and weakness. There are wide range of products to satisfy all ages and all classes of people. It broadens tastes and demands according to peoples lifestyle and their expectations. If it does not satisfys then customers can lose interest and faith. Technological Environment- When an organisation uses more and more different techniques then flexibility comes into picture. Tesco express operates paperless transactions. It brings out new innovation strategies to market the product as per the existing environment. The recent one which it has introduced new way of billing system call, Till , where customers can pick, pack and invoice themselves.. This new system has given new dimensions to the customers to save an extra time. Market research is carried out on a regular basis where an organisation collects information with the respect to the customer focus Economic Environment- In this Economic environment 2 key words which handles the whole market is demand and supply. When there is a demand in the market supply increases automatically, this will have a huge impact in the business environment. They concentrate on the factors affecting economic business and monitor them in order to overcome. Political and legal Environment- Each and every organisation concentrates on the government laws, rules and regulations. Tesco Express follows strict rules and regulations and gives out warning signals to the customers. It also gives smoking free environment. Ex- Smoking is prohibited Ecological Environment- It aims to set up a greenery environment in the form of waste, packaging, recycling, and also cutting carrier bag use. It converts waste into an energy source and reduces the amount of waste going to landfill by over a third and works on waste targets scheme which are reviewed and reported every week. We have taken examples of 2 like packaging and recycling. If we take packaging with the product name called Eggs. Packaging helps to protect and preserve food for longer duration and promotes the product to reach the customers in the best condition. Recycling facilities are available in all our markets except China and Turkey. Tescos future plans are to implement recycling facilities even in respective countries as mentioned to have a global impact in the marketing environment. In UK we have 600 recycling centres of our larger stores. Last year we helped customers to recycle approximately 200,000 tonnes. Market Segmentation The identification of groups of individuals or organisations with similar characteristics that have significant implications for the determination of marketing strategy. (Jobber 2004) Segments can be defined on the basis of Tesco principles. ? Customer Satisfaction- customers can be pleased all the time because all the products are available under one proof so chances of pleasing them will be on higher note. They dont target individuals indeed they target on the whole. Customers have variety of products to choose and satisfy their preferences. Ex- Products are sold to all age groups with reasonable price and with most importantly good quality Methods of Segmentation Geographic It targets customers as per the location, country and also takes into consideration whether it is Rural and Urban. Before it opens any new branches, it undergoes market survey based on the customers potential within the respective location. It also makes sure that for which county products are produced, plans for the available resources so that can be used up to the fuller extent, different sets of people has different taste and preferences according to their lifestyle. Ex China and UK. In China people have different lifestyle as compared to UK. Demographic Once it does sets up the business by creating a layout of the geographic successfully, now the next part is to introduce product based on the marketing analysis which includes people age, sex, race, income, occupation, socio-economic status. It collects complete database and then goes forward. Surveys are conducted at regular intervals with the interest of not losing customers focus and interest. This reduces the negative impact on the organisation. Geo-Demographic Geo- Demographic is nothing but the combination of geographic and demographic. Organisation works on the purchasing behaviours of the people. Once it gathers the available date by doing research in first and second stage and then works as per the prescribed plan. Postcode systems can assist agencies in the new business development, customer profile and identification. Psychographic Tesco divides the market on the basis of life style and personality of the consumers. It targets people of all ages with their requirements. From grocery, eatables to liquor. Types of Target Marketing Need to include on the basis of Tescos target marketing with the inclusion of 4 ps. Undifferentiated and differentiated marketing. Let us talk about the Positioning of Tesco. In earlier days Tesco did not have the brand name but when sales started picking up and demand was on higher side, it did not compromise quality in order to reduce price and it is very convenient to the customers to purchase products as quality of products are available. Once customers got an idea how good Tesco is then Tesco gained its brand name. With the brand name Tesco started to experiment the products with greater profits and then it is managing the customers with great customer loyalty. Philosophy of entire marketing mix hinges with good positioning and failed to do so creates unsound positioning. Positioning Strategies Reasonable price Good quality More and variety of Products Clearance sales Weekend offers and Festive offers Keys to successful positioning are based on competitiveness, successful positioning, creditability and consistency. Repositioning of product Takes place when positioning of products declines. Change in customer tastes and preferences. New competitors enters the market Marketing Mix An Effective marketing mix Tesco compromises on price and does not compromises on quality More demand and more supply. Customers loyalty Refer http://www.cim.co.uk/filestore/resources/10minguides/marketingmix.pdf The Impact, positive and negative of the Tesco Express marketing mix Marketing mix is divided into 7ps but let us concentrate on 4 ps which as follows. Promotion Place Price Product. We will critically discus 4 ps in the following stages. Promotion Promotion is generally referred as awareness created towards the introduction of new product and also the availability of the existing product by means of selling activities and advertising. The main aim of promotion is to spread awareness of the products, uses and benefits. It helps the organisation to position their products in the market to reach customers. The effective tool of promotion of Tesco Express is in the form of television and email adverts, message should be clear and simple so that it can reach the targeted audience by creating a desired response. There are different types of promotions such as advertising, personal selling, public relations and sales promotions. Promotional strategy- One of the Tescos key strategies in the promotional activity is, Clubcard loyalty scheme where it has been a huge success and in turn their market share has been increased. This change has led them to be a market leader. They were giving best and competitive prices to the market, products like fresh vegetables, fish, chicken , mutton, beef and all sorts of necessary day to day needs which were outsourced from the farmers , fish, mongers , butchers directly. They have opened number of convenience stores in every possible place and therefore have a good appeal to a huge number of customers in the market environment. Therefore had a very huge response when they had introduced the club card plus debit card scheme. They not only target higher classes of people but also different classes of people. Introduction of Tesco finest and also budgeted version called Tesco value which is having very huge impact in all the classes of the people. Now it shows how they promote their market to reach different classes of people. Advertising- It can be defined as any paid form of non-personal promotion transmitted through a mass medium. The sponsor should be clearly identified and the advertisement may relate to an organisation, a product or a service. The key difference, therefore, between advertising and other forms of promotion is that it is impersonal and communicates with large numbers of people through paid media channels. (Ref 1) Each and every organisation will advertise for the products produced, Tesco has always gives ads saying that they sell cheapest product in the whole of UK and it is one of the cheapest selling supermarket, where they claim that the price of the products is at least a penny less than their competiting firm in the advertisement featuring Prunella scales and Jane Horrocks comparing bills between Tesco and other stores. Stringent rules has to be followed when it is giving comparative advertising as per UK governments rule and abides the body for advertising standards, the Committee of Advertising Practice as listed in the rules and regulations act. They also have different advertisement taglines called, Every little helps, We sell for less, 1 billion pounds off, is youre nearest the dearest, Low prices every day because we sell 10000 everyday. There have been many advertisement campaigns stating that their products are cheaper to their direct competitors. Personal selling and sales force- According to fill (2002, p. 16), personal selling can be defined as: An interpersonal communication tool which involves face to face activities under taken by individuals, often representing an organisation, in order to inform, persuade or remind an individual or group to take appropriate action, as required by the sponsors representative. (Ref 2) Tesco has been occupied in all the field of business with a brooder marketing strategy; as far as personal selling is concerned they do not need, since they vastly deal with day today products. The only personal selling that they follow is online shopping which is not related to this category of marketing. Sales Promotion- According to the institute of sales promotion, sales promotion is: According to the institute of sales promotion, sales promotion is: The store offers a wide range of promotional offers in various times, if they open a store they would give away vouchers having a 2 pound discount on every six pounds spent for every passerby, club card members, computer tokens for schools. Below are the examples of New Year sales promotion. Examples of the New Year promotions offers include: Danepak Maple Cure Back Bacon 220g, was ÂÂ £3.00, now ÂÂ £1.50 Extra Large Pineapple, was ÂÂ £3.00, now ÂÂ £1.50 Baking Potatoes 2.5kg, was ÂÂ £1.92, now ÂÂ £1 Dolmio Original Bolognese Pasta Sauce 750g, was ÂÂ £2.12, now ÂÂ £1.06 Princes Tuna Chunks In Brine 4X185g, was ÂÂ £5.39, now ÂÂ £2.69 Maryland Choc Chip Hazelnut Cookies 150g, was 86p, now 43p. Kelloggs Special K Oats and Honey 425g, was ÂÂ £2.87, now ÂÂ £1.40 New Covent Garden Plum Tomato Sweet Basil Soup 600g, was ÂÂ £1.97, now 98 SWOT Analysis of Tesco Express SWOT Analysis of Tesco Express The organisation which we have taken for the study is Tesco Express the sub brand of Tesco Plc. In our study we are going to identify, describe and evaluate the following management area of Tesco Plc, where we will be involving Marketing Principles to give proper management report on the basis of below strategies: The Organisation Orientation The competitive advantage of the organisation The Impact, positive and negative of the organisations Marketing Mix Management report of Tesco Express- Strength, weakness and improvements that will help to maintain competitive advantage in near future Origin of Tesco Tesco Plc the leading Britain retailer among the top three retailers in the world. They are operating 3700 stores among the world and they have employed around 470,000 employees. They are operating in 14 countries and they are UK, Republic of Ireland, India, China, Japan, Czech Republic, Hungary, Malaysia, Poland, Slovakia, South Korea, Thailand, Turkey, and USA. Tesco Plc was started by Jack Cohen in 1919 and the name Tesco was first appeared in the shop in Edgware in 1929 since the company has grown they were implementing their innovation in different business. Jack Cohen founded Tesco and his first day profit was ÂÂ £1 among his ÂÂ £4 sales on selling a grocery from the stall in East London. In the year 1924 the first in-house brand of Tesco has launched and they named that product as Tesco Tea. The names come from the initial of TE Stockwell, who was a partner in the tea supplies and the CO from Jack Cohens Surname. In the year 1932 Tesco stores limited have changed to Tesco private Limited Company. Tesco the brand which have changed their way they do business so fundamentally in each and every part of its company. Because of this change they have done in to business which also includes the loyalty management. For that they have taken a different expertise among the world as the earliest and that they have that named as Clubcard. Tesco joined with DunnHumby and created a Clubcard to tracks the buying behaviour of their 13 million customers, through recording and tracking consumption data from shopping bills. Tesco and DunnHumby have jointly built, maintain and mine a rich customer database with information derived from all customer touch points. Using this customer database, Tescos marketing department is then able to manage changes in either individual or general consumption patterns and adapt their marketing strategies accordingly. Clubcard is a reflection of the attributes of the business and its commitment: a strong team ethic, a commitment to serving customers, and most of all, top-to-bottom retailers pragmatism. Tesco made customer loyalty marketing work, when every other British supermarket loyalty programme in the late 1990s failed, faltered or never got started. Every year since 1995, headlines have proclaimed the death of loyalty scheme, usually enthusiastically supported by other retailers whose loyalty schemes are distant memories. Yet Clubcard is never questioned as a strategic priority by the management. Instead, Tesco has responded to the critics by measurably building sales through Clubcard, using the relevant knowledge it creates to improve the way it runs its business. The Organisation Orientation: Definition An approach to business that centres its activities on satisfying the needs and wants of its customers. The production department when starts to manufacture the product, it focuses on the promotion, distribution, pricing etc. How Tesco implemented its Market orientation: It overall beats the competition in producing the best quality product to the end users with great customer satisfaction as mentioned below. Flexibility Plan and goal setting Managerial and interpersonal skills Flexibility Tesco Express is widely opened across the cities in UK and gives options to many consumers to shop easily. In total there are around 150 shops which is great benefit to the consumers. They have introduced online trading where customers can place an order and buy it without any hindrance. Self billing has been bought up to avoid queues, saves time and energy, people can use the self bill system and pay by themselves and also introduced Club cards in which they can measure sales and improve accordingly by collecting database. Plan and goal setting Every organisation has its own plans and works only with the setting right goals at right time. Plans are to maximise sales and profits, maintains No 1 retail store in UK. Targets competitors and remains as a market leader, provides goods/services that are cheap and affordable to public. Business plans and modules are followed to achieve respective goal. Each objective has deadlines to meet so they have to meet their set objective within the stipulated period of time. Ex- Point of sale is an important merchandising activity to remind, people to stock up, just in case, a different product in categories has been brought together under Barbecue Theme, and a sale tends to increase. With the exceptions of meat, Tesco Express has brought all its barbecue products together under one category in store in order to promote sales and profits. Managerial and interpersonal skills- Still not yet completed Marketing: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. (C.I.M, 2001) In this cut throat competition, Tesco innovates and re-innovates the new product as per the marketing environment in comparison with its fellow competitors. Healthy competition gives the best outcome of the product like price and quality. The main aim is to maximize customers value as a source of competitive advantage. Tescos Marketing Concept Meets customer needs, wants and preferences more effectively and more closely than competitors Asda, Sainsbury WM Morrison supermarket. The basic philosophies of the organisation are production and sales, it integrates the various activities like production, selling, distribution promotion, advertisement and human resource management in a profitable way for the service of the customers. Production: Focuses on the goods where quality matters and profit is gained on the volume of sales. Quality should be maintained in all the stages of production Tesco the company which are offering more than 100 products under their own brand Tesco. Comparatively they are quality oriented and price oriented. These products are mainly targeted their customer daily needs. They are following exact market economics to market their products. Sales: Even Tesco has its own products in Tesco express also they sell products from different brands too. While comparing with other products Tesco products is more cost effective and with high quality. Tesco Express is one of emerging sub brand in the UK is offering the customer to minimise their shopping time. New innovation has been brought in the form of advanced technology for the customers to generate and pay their own receipts by them. Goals have been divided into 3 different sets- Once it sets up the plan with the right objective, the next strategy is to maximise sales with customer satisfaction. Let us take through with 3 different sets of goals. The organisation recognises the market movements of its competitors in order to maintain good mindset in peoples mind. It strives hard to satisfy customers needs, preferences and taste which is very big task. The last and foremost goal is carried out in the internal management to increase productivity with great coordination among staff members who works as a team. Let us concentrate on planning aspects with involving planning strategies as discussed below. Marketing Planning: Marketing Planning: Turning strategies into implementable action and it is a detailed written statement where each and everyone in the organisation must follow the principles and guidelines and act accordingly. Planning is decide in advance what to do and what not to do, planning plays a vital role in the supermarket division as it deals with FMCG products, in day todays business the sales increases rapidly when everything goes according to plan. Internal and External Environment Key Aspects- Position of Tesco when compared to other companies. Where are we now? Significant improvement has shown in identical market in UK Marketing Audit Market Research Environment Analysis How did we get there? They got there simply because of good performance which was solid. Where are we heading and where do we want to be? Tesco express has strived to achieve the highest standards to ensure the long-term access to quality products and maintain their position as the UKs number 1 supermarket. Tescos aim is to keep customers happy, to achieve high profit margins, to motivate workers, expand its marketing strategies, and support economic issues and to be friendly towards the environment. Tesco aims to cover every conceivable part of the consumer base with management controls. Review Procedures Management Controls How might we get there? It has good marketing mix strategies and implements successfully. By doing so it has reached heights by giving services to consumers. Tesco Express should make als Marketing Mix Which way is best? Are we on course? How can we ensure arrival? Choice criteria Screening Modelling Company Profile SWOT Once marketing planning is carried out successfully the next step is to concentrate on marketing audit. It can be analysed with the inclusion of Strengths Weakness Opportunities Threats (SWOT). Once the major part is carried out successfully with all the research analysis and datas, it gives us the strategic position. The overall evaluation of a companys strengths, weakness, opportunity and threats is called as SWOT analysis. It is a way of monitoring the external and internal marketing environment. Good marketing is the art of finding, developing and profiting from these opportunities. A marketing opportunity is an area of buyer need and interest that a company has a high profitably of profitably satisfying. There are three main sources of market opportunities are. The first is to supply something that is short supply. This requires little marketing talent, as the need is obvious. The second is to supply an existing product or service in a new or superior way. The last method often leads to a very new product or service by offering lower price with good quality. To evaluate opportunities companies can use Market Opportunity Analysis (MOA) to determine their attractiveness and profitably of asking questions such as Can we focus the target markets and reach them with cost-effective method and trade markets? Can we deliver the benefits better than any actual or potential competitors? Will the financial rate of return meet or exceed our required threshold for investment? Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits? Can we articulate the benefits convincingly to a defined target market? Based on the above Kotlers theory we will be giving out SWOT analysis data. Strengths A wider range of products including fresh and healthy food are available. Tesco express has added around 800 new product lines last year. Stores have increased by over 35% since 2000. Quality of products is sold. All classes of people can afford to buy. It has strong Market Leadership. Strong and good brand image. Weakness Range of stores is limited in Tesco Express and price is not as good as main stores. Inventory turnover is weak. Does not respond queries in time. It mainly concentrates and depends only in UK and Europe. Turnover is poor. Opportunities Planning to open retail environment in Euro zone. Tesco Express has been bought up in density area to satisfy customers requirement with ease. Opportunities in India and other international markets and also they have got private labelling schemes. Threats Intense cut throat competition High interest rates in UK. Labour wages are increasingly at a higher rate. Difficult conditions in International markets. Competitive advantage of the organisation Jack Welch, former CEO of GE says, If you dont have competitive advantage, dont compete. (Jobber 2007:773) In the face of global competition and cut throat competition, there are many competitors are growing day by day and the rule of survival for the fittest comes into picture. Companies are forced to survive by increasing the production and sales at a better rate. With todays technology changing day by day oragnisation has to put the best foot forward to stay and compete. As a result they gain enormous experience to handle different sets of consumers and their buying habits Marketing is all about to generate transactions and to generate relationships. No organisation stands alone in the market without competitors; the company cannot develop its products by developing the product range and its features but also faces the competitive environment of the market. The factors which analyses the changing economic environment in the trading community and reacts accordingly. The competitors also influences various factors such as success or failure of a business in any market conditions, this is why it is important to consider systematically a number of aspects of competitive behaviour. Competitive analysis is a systematic approaching in understanding the key factors of the planning strategy in terms of objectives, resource allocation and implementation through the marketing mix. A good understanding of these factors reveals the organisation to be in a stronger arena in building and sustaining foundations for the firm to hold its position to maintain the reputation in the longer run. Once an organisation finds with whom it is competiting and which category of the competition of the emerging market. When competitors are identified, the probability of forming them into clusters, depending on focus and strategy. The outcome of the identified clusters identifies strong and weak competitors in each group which can be considered as the strategic opportunities defined. These are the number of different characteristic that can be used for identifying strategic segments, which in turn provides a useful framework for evolving opportunities in business environment that leads to an order of implementing organisational behaviour techniques of competitors data that relies on financial performance of the segments served in marketing strategies. The arch rival of Tesco express is Costcutter The arch rival of Tesco express is Costcutter because they are the one who have similar marketing policies to overcome its rival. Tesco Express is spread all over the United Kingdom with in and around 1000 outlets but Costcutter is with 1600 outlets. Comparatively Tesco express and Costcutter got the same logic of attracting their customers to sell best quality with reasonable price . However when we analyse the competitive advantage of Tesco to overcome its fellow competitors with new innovation called Auto billing and paying system but Costcutter lacks with that facilities. opening as wel as closing times varies with Costcutter as it is opened 24 hours open and Tesco express opens from 6am in the morning and closes 10pm in the night. So all we can say is that they are the perfect competitors with having leads and falls with each other in different facts. Tesco express is using different segmentations to make the Tesco express successful among their competitors and their segmentations are geographic, usage and loyalty; On geographic segmentation they categorise their shops according to the market. They mostly were concentrating on the region where they can have the more people who are be the bread and butter consumer that means people who wants to buy one or two products at that specific period of time. Theres a brand familiarity that you dont always get from a local store and the concept is familiar through use of the superstore predecessor. On usage segmentation being an express the range are limited and choice or very little and the price is bit higher than its own Tesco extra. On the loyalty segmentation they have just rock the concept called Clubcard. They have track the customers with the card and it make them to analyse to find the exact need of customer and they serving them according to their needs. Mission Every business has its goals/objectives and works on directions set by the management. No firms can succeed without objectives and tagline of Tesco is, Every little Helps. This tagline has created a realistic statement which is motivating and creates intent in the organisation. The realistic purpose is to provide focus and direction through the conduct of the business. Specific Measurable Accurate Realistic Time bound (SMART). SMART comes into picture once SWOT analysis is completed. Strategy> Behaviour standards Tescos Marketing Objectives The main aim is to retain customer satisfaction and maintain number 1 Retail Company in the UK. To maximise sales and profit To provide reasonable price to the consumers. Marketing Environment Marketing environment and its influences. It has been divided into 2 different categories based on 4ps. Micro Environment Macro Environment Micro Environment has been divided into 4 divisions namely Suppliers Distributors Competitors Customers Macro Environment has been divided into 5 divisions namely A) Socio Cultural Environment Factors affecting demographic structure of the population, lifestyles, attitudes, cultures, issues of public and private concerns, tastes and demands. B) Technological Environment Creates new product opportunities and improve production. C) Economic Environment It determines demand and supply chain. D) Political and legal Environment Rules, laws and regulations are operated as per the Government bodies. Ex: Smoking in public places E) Ecological Environment -Factors such as global warming, pollution, recycling, packaging etc. Macro environment with Tescos principles Socio Cultural Environment Brassington and Pettitt has given definition regarding Demographic, where he briefly explains that it is the study of the measurable aspects of population structures and profiles including factors such as age , size, gender, race, occupation and location. Tesco express has widely opened across and also outside UK to satisfy customer needs and preferences. Where in it represents strengths and weakness. There are wide range of products to satisfy all ages and all classes of people. It broadens tastes and demands according to peoples lifestyle and their expectations. If it does not satisfys then customers can lose interest and faith. Technological Environment- When an organisation uses more and more different techniques then flexibility comes into picture. Tesco express operates paperless transactions. It brings out new innovation strategies to market the product as per the existing environment. The recent one which it has introduced new way of billing system call, Till , where customers can pick, pack and invoice themselves.. This new system has given new dimensions to the customers to save an extra time. Market research is carried out on a regular basis where an organisation collects information with the respect to the customer focus Economic Environment- In this Economic environment 2 key words which handles the whole market is demand and supply. When there is a demand in the market supply increases automatically, this will have a huge impact in the business environment. They concentrate on the factors affecting economic business and monitor them in order to overcome. Political and legal Environment- Each and every organisation concentrates on the government laws, rules and regulations. Tesco Express follows strict rules and regulations and gives out warning signals to the customers. It also gives smoking free environment. Ex- Smoking is prohibited Ecological Environment- It aims to set up a greenery environment in the form of waste, packaging, recycling, and also cutting carrier bag use. It converts waste into an energy source and reduces the amount of waste going to landfill by over a third and works on waste targets scheme which are reviewed and reported every week. We have taken examples of 2 like packaging and recycling. If we take packaging with the product name called Eggs. Packaging helps to protect and preserve food for longer duration and promotes the product to reach the customers in the best condition. Recycling facilities are available in all our markets except China and Turkey. Tescos future plans are to implement recycling facilities even in respective countries as mentioned to have a global impact in the marketing environment. In UK we have 600 recycling centres of our larger stores. Last year we helped customers to recycle approximately 200,000 tonnes. Market Segmentation The identification of groups of individuals or organisations with similar characteristics that have significant implications for the determination of marketing strategy. (Jobber 2004) Segments can be defined on the basis of Tesco principles. ? Customer Satisfaction- customers can be pleased all the time because all the products are available under one proof so chances of pleasing them will be on higher note. They dont target individuals indeed they target on the whole. Customers have variety of products to choose and satisfy their preferences. Ex- Products are sold to all age groups with reasonable price and with most importantly good quality Methods of Segmentation Geographic It targets customers as per the location, country and also takes into consideration whether it is Rural and Urban. Before it opens any new branches, it undergoes market survey based on the customers potential within the respective location. It also makes sure that for which county products are produced, plans for the available resources so that can be used up to the fuller extent, different sets of people has different taste and preferences according to their lifestyle. Ex China and UK. In China people have different lifestyle as compared to UK. Demographic Once it does sets up the business by creating a layout of the geographic successfully, now the next part is to introduce product based on the marketing analysis which includes people age, sex, race, income, occupation, socio-economic status. It collects complete database and then goes forward. Surveys are conducted at regular intervals with the interest of not losing customers focus and interest. This reduces the negative impact on the organisation. Geo-Demographic Geo- Demographic is nothing but the combination of geographic and demographic. Organisation works on the purchasing behaviours of the people. Once it gathers the available date by doing research in first and second stage and then works as per the prescribed plan. Postcode systems can assist agencies in the new business development, customer profile and identification. Psychographic Tesco divides the market on the basis of life style and personality of the consumers. It targets people of all ages with their requirements. From grocery, eatables to liquor. Types of Target Marketing Need to include on the basis of Tescos target marketing with the inclusion of 4 ps. Undifferentiated and differentiated marketing. Let us talk about the Positioning of Tesco. In earlier days Tesco did not have the brand name but when sales started picking up and demand was on higher side, it did not compromise quality in order to reduce price and it is very convenient to the customers to purchase products as quality of products are available. Once customers got an idea how good Tesco is then Tesco gained its brand name. With the brand name Tesco started to experiment the products with greater profits and then it is managing the customers with great customer loyalty. Philosophy of entire marketing mix hinges with good positioning and failed to do so creates unsound positioning. Positioning Strategies Reasonable price Good quality More and variety of Products Clearance sales Weekend offers and Festive offers Keys to successful positioning are based on competitiveness, successful positioning, creditability and consistency. Repositioning of product Takes place when positioning of products declines. Change in customer tastes and preferences. New competitors enters the market Marketing Mix An Effective marketing mix Tesco compromises on price and does not compromises on quality More demand and more supply. Customers loyalty Refer http://www.cim.co.uk/filestore/resources/10minguides/marketingmix.pdf The Impact, positive and negative of the Tesco Express marketing mix Marketing mix is divided into 7ps but let us concentrate on 4 ps which as follows. Promotion Place Price Product. We will critically discus 4 ps in the following stages. Promotion Promotion is generally referred as awareness created towards the introduction of new product and also the availability of the existing product by means of selling activities and advertising. The main aim of promotion is to spread awareness of the products, uses and benefits. It helps the organisation to position their products in the market to reach customers. The effective tool of promotion of Tesco Express is in the form of television and email adverts, message should be clear and simple so that it can reach the targeted audience by creating a desired response. There are different types of promotions such as advertising, personal selling, public relations and sales promotions. Promotional strategy- One of the Tescos key strategies in the promotional activity is, Clubcard loyalty scheme where it has been a huge success and in turn their market share has been increased. This change has led them to be a market leader. They were giving best and competitive prices to the market, products like fresh vegetables, fish, chicken , mutton, beef and all sorts of necessary day to day needs which were outsourced from the farmers , fish, mongers , butchers directly. They have opened number of convenience stores in every possible place and therefore have a good appeal to a huge number of customers in the market environment. Therefore had a very huge response when they had introduced the club card plus debit card scheme. They not only target higher classes of people but also different classes of people. Introduction of Tesco finest and also budgeted version called Tesco value which is having very huge impact in all the classes of the people. Now it shows how they promote their market to reach different classes of people. Advertising- It can be defined as any paid form of non-personal promotion transmitted through a mass medium. The sponsor should be clearly identified and the advertisement may relate to an organisation, a product or a service. The key difference, therefore, between advertising and other forms of promotion is that it is impersonal and communicates with large numbers of people through paid media channels. (Ref 1) Each and every organisation will advertise for the products produced, Tesco has always gives ads saying that they sell cheapest product in the whole of UK and it is one of the cheapest selling supermarket, where they claim that the price of the products is at least a penny less than their competiting firm in the advertisement featuring Prunella scales and Jane Horrocks comparing bills between Tesco and other stores. Stringent rules has to be followed when it is giving comparative advertising as per UK governments rule and abides the body for advertising standards, the Committee of Advertising Practice as listed in the rules and regulations act. They also have different advertisement taglines called, Every little helps, We sell for less, 1 billion pounds off, is youre nearest the dearest, Low prices every day because we sell 10000 everyday. There have been many advertisement campaigns stating that their products are cheaper to their direct competitors. Personal selling and sales force- According to fill (2002, p. 16), personal selling can be defined as: An interpersonal communication tool which involves face to face activities under taken by individuals, often representing an organisation, in order to inform, persuade or remind an individual or group to take appropriate action, as required by the sponsors representative. (Ref 2) Tesco has been occupied in all the field of business with a brooder marketing strategy; as far as personal selling is concerned they do not need, since they vastly deal with day today products. The only personal selling that they follow is online shopping which is not related to this category of marketing. Sales Promotion- According to the institute of sales promotion, sales promotion is: According to the institute of sales promotion, sales promotion is: The store offers a wide range of promotional offers in various times, if they open a store they would give away vouchers having a 2 pound discount on every six pounds spent for every passerby, club card members, computer tokens for schools. Below are the examples of New Year sales promotion. Examples of the New Year promotions offers include: Danepak Maple Cure Back Bacon 220g, was ÂÂ £3.00, now ÂÂ £1.50 Extra Large Pineapple, was ÂÂ £3.00, now ÂÂ £1.50 Baking Potatoes 2.5kg, was ÂÂ £1.92, now ÂÂ £1 Dolmio Original Bolognese Pasta Sauce 750g, was ÂÂ £2.12, now ÂÂ £1.06 Princes Tuna Chunks In Brine 4X185g, was ÂÂ £5.39, now ÂÂ £2.69 Maryland Choc Chip Hazelnut Cookies 150g, was 86p, now 43p. Kelloggs Special K Oats and Honey 425g, was ÂÂ £2.87, now ÂÂ £1.40 New Covent Garden Plum Tomato Sweet Basil Soup 600g, was ÂÂ £1.97, now 98