Department of Marketing, Tourism and Hospitality Essay Example for Free

Department of Marketing, Tourism and Hospitality Essay 1. Introduction and welcome Marketing is part of all of our lives and touches us in some way every day. It is also a key factor in business success and is increasingly used by organisations in a wide range of sectors. The unit begins with an examination of the marketing concept and marketing theory. It goes on to consider the various issues that marketers face in marketing decision making and the concepts and theories that can help. The unit helps you to understand the challenges of marketing management in manufacturing and service industries: analysing marketing environments; evaluating strategic alternatives and designing marketing programmes involving decisions about products/services and important concepts of the services marketing theory. The focus in this unit therefore is on the theory and practice of marketing in the context of organisations. On completion of the unit you will have gained understanding of the decisions that face marketers in a complex and dynamic environment and the concepts and theories that can be used to inform these decisions. This handbook outlines the content and key features of the unit. We hope you enjoy this unit and find the variety of tasks and assessments both interesting and challenging. The unit essentially continues the theme of integration by providing the necessary marketing input into the Applied Integrated Business core unit. Accordingly, the subject content will serve to reinforce and contextualise the learning within that unit. The focus will be on an interactive and active learning environment to engage students in learning activities throughout the sessions. This handbook should be your first point of reference. It outlines everything you will need to know about how this unit is structured, the assessments and the reading that is required. Please take some time to read it carefully. This handbook will help you progress smoothly and enjoyably through this unit. You will also find a regularly updated source of information and an electronic copy of this handbook in the unit website on Blackboard BREO. The address is: http://breo.beds.ac.uk (no www required) 2.Unit leader and team details Unit Leader Ioannis Kostopoulos Ioannis Kostopoulos is a Lecturer in the Department of Marketing Tourism and Hospitality at University of Bedfordshire. His research interests are in services marketing, internal marketing and market research. During his consulting work he has worked with many large organizations in the hospitality, telecommunications and sports’ industry. He holds a PhD in Services Marketing, a master’s degree in Marketing and Communications and a bachelor’s degree in Statistics. Email: [emailprotected] Office hours: Wednesday 10-11 am and Thursday 12- 13 pm Office: To be arranged (Students will be informed through BREO) Telephone Number: To be arranged (Students will be informed through BREO) Other Lecturers Tony Pyne Tony Pyne, now semi retired, has taught marketing at the University of Bedfordshire for 20 years. His research interests are in not for profit marketing and services marketing. Prior to becoming an academic he was the marketing director of a small international market research agency specialising in high tech products and before that its operations director. He has a masters degree in marketing, a PGCE and is a graduate chemist Email: [emailprotected] Office hours: Fridays 10am -2pm Office: JM02 Telephone Number: 3457 Field Administrator Sally Mayne Vicarage Street (H Block). Email: [emailprotected] 3. Aims and learning outcomes 3.1 Unit aims The focus in this unit is on the theory and practice of marketing in the context of organisations. On completion of the unit you will have gained understanding of the decisions that face marketers in a complex and dynamic environment and the concepts and theories that can be used to inform these decisions. 3.2 Learning Outcomes | On completion of this unit you should be able to:| To achieve the learning outcome you must demonstrate the ability to:| LO1| Understand the nature, scope and role of marketing in organisations| Describe and apply the basic marketing tools and concepts and articulate the role of marketing in a variety of organizations| LO2| Be able to identify and discuss the key issues that marketers face as they make decisions| Critically review published work on a range of marketing issues| LO3| Understand and discuss the key concepts and theories that inform marketing decisions| Propose well researched and theoretically underpinned solutions to marketing problems | LO4| Identify and analyse marketing problems and plan appropriate courses of action| Be able to formulate plans for marketing activities, including appropriate marketing mix policies and be able to defend and justify proposals for marketing plans and actions.| L05| Apply marketing theory in different organisational contexts| Be able to formulate plans for marketing activities, including appropriate marketing mix policies and be able to defend and justify proposals for marketing plans and actions.| LO6| To express ideas and findings and proposals both verbally and in writing| Write coherently on the subject with accurate referencing, spelling, punctuation and grammar and make clear, timely and well structured presentations.| 4. Approach to learning * Unit delivery will use a combination of lectures and seminars, with the emphasis in seminars being on discussion and debate providing students with an opportunity to relate theoretical content to real-life practical situations. The one hour lecture aims to provide students with useful elements from the pertinent theory and increase their theoretical knowledge and technical skills. Practical seminar activities will be used where appropriate (for example video material, case studies, role play) and students will be encouraged to work individually and in groups to develop a thorough appreciation of the many issues examined. The use of small groups to prepare and present case studies in workshops will aim to provide further experience of working collaboratively, the opportunity to manage a problem-solving group, and the ability to present material clearly and concisely. The primary objective of the presentation is to further develop the ability to present complex ideas orally in a clear, coherent and concise fashion. There will also be a need to defend the ideas in the subsequent group discussion. The presentation topics, which are an integral part of the module, are designed to enhance and deepen understanding of the subject material. * * Attendance and participating in classes Studying at the University of Bedfordshire is not just about subject knowledge. We are also concerned to help you develop your wider attributes and skills. To do this you will need to attend and actively engage in the range of learning activities the course provides. Because attendance is fundamental to your development we do expect you to attend. We will monitor your attendance and contact you if it gives cause for concern. The Division operates a strict non-attendance policy which is available to view on BREO. You can help us by notifying us of any factors that affect your ability to attend. If you are absent from your studies through illness then it’s important that you let us know. You should contact the unit leader or the Field Administrator, Sally Mayne at [emailprotected] If your absence is likely to affect your ability to complete your studies or submit assignments then you can apply for an extension or deferral through the Student Engagement and Mitigating Circumstances Teams. If you feel that your problems are serious enough to be considered for Mitigating Circumstances you will need to apply before the deadline by filling in a Mitigating Circumstances form. Forms can be printed from SiD online or a hard copy can be collected the Student Information Desk (SiD). A decision will normally be available to you within 48 hours of receipt of the claim form and evidence. Progress of the application can be checked by accessing SiD online or by visiting the Student Information Desk (SiD). They can be contacted at [emailprotected] or by telephoning 0300 300 0042. 5. Assessment brief 5.1 Assessment Overview No| Assessment method | Description of assessment methods| Weight (%)| Submission date | Form of feedback| 1| GroupAssignment| Group Presentation with Report| 30%| 7th December 2013| Summative Formative| 2| IndividualAssignment| Progress Portfolio| 30%| 22nd March 2013| Summative Formative| 3| UnseenExams| End of Unit Examination (2 hours)| 40%| End of Unit| Summative| 5.2 Group Assignment You are asked to form groups of 5-6 persons. Then you should visit a store(s) of a chosen international chain of coffee shops (e.g. Starbucks, Costa Cafe) or fast food restaurants (e.g. McDonalds, KFC ), observe and make notes regarding the following: * Store’s Service capes * Service delivery process * Customers and employees’ reactions during the service encounter * Service quality You may use photographs to support your discussions. However, please ensure that you ask permission from the store manager before doing so. Then you should prepare and hand in an audio visual podcast presentation and a written report that should contain the following: Presentation Your presentation is to be in the form of an audio visual podcast submitted via DVD, memory stick e.t.c. There will not be an in-class presentation. The presentation should be no longer than 10 minutes and it is a presentation to a formal business committee. In this presentation you will point out any fail points or points that need improvement, in the delivery of the provided service in the store and suggest ways in which the store can upgrade the level of quality of the service provided to customers without significantly increasing the cost of the service delivery. Written Report For your report you should use your notes from the store observation, general information you will collect on the international chain of your choice as well as material from the pertinent literature and include in your report the following: * A blueprint of the provided service * An evaluation of the store’s physical evidence and the degree to which they are aligned with the company’s general profile * An evaluation of the degree to which the specific chain is market oriented Format for submission Presentation The length of the presentation should not be longer than 10 minutes The presentation is to be in the form of an audio visual podcast submitted via DVD, memory stick or Utube, i.e. there will not be an in-class presentation. Written Report * The word limit for is 2000 words. * All work should be word processed using either Times New Roman or Arial font, Arial 12 point; 1.5 line spacing; single side A4 paper with numbered pages with line spacing of 1Â ½ and justified. * Left hand margin of 3cm; Right hand margin 2 cm; Header 2.5 cm and Footer 2 cm * A bibliography and referencing (where applicable) is essential * Harvard system of referencing * A minimum of 10 referenced academic sources is required. * No more than 50% of references may be from the internet. Extent of collaboration allowed: All members of the group should contribute equally to the research and preparation of the report. Average peer grade: All individuals will receive a mean average peer grade (out of 16), based upon a detailed diary addendum completed by all group members, confirming individual weekly contributions and responsibilities toward the completed report. Full group names and accompanying averaged grades should be clearly presented. The tutor reserves the right to adjust any grade if upon evidence /or investigation any student is deemed to have failed to effectively contribute. Failure to include diary and peer grades will result in the loss of the 25% overall peer grade. Marking Criteria Excellent work, 16 14 points *An analysis which deals fully with the major elements from a services marketing point of view *Selection and amplification of ideas which accord with the analysis presented . *Work which shows very good grasp of the concepts in services marketing *Effective use of formatting and layout *An excellent and cohesive report. Above average work, 11 13 points *A report which is attractive in appearance which addresses the key issues of the assignment competently and creates a positive overall impression *An analysis which deals competently with most of the assignment’s tasks. *A reasonable choice of ideas which in aggregate show the students understanding of the major elements of the assignment. *Answers which are appropriate and show a good awareness of the services marketing concepts and principles which relate to the assignment areas. *Good use made of formatting and layout. *A good cohesive report. Average work, 8 10 points *An analysis, which deals with most areas in a manner which, is correct. * A report which is in the main appropriate and shows a good awareness of the services marketing concepts and principles and which relate to the key areas designated in the assignment *Reasonable use of formatting and layout *A cohesive report. Below average work, 5 7 points *A report which would be considered very poor in a commercial or industrial context and which do not allow the assessor to identify most of the achievement of specified tasks. *An erroneous or substantially incomplete analysis from a services marketing point of view *Answers which show poor understanding of the concepts in question. 5.3 Individual Assignment Picton and Broderick define integrated marketing communications as A process which involves the management and organisation of all agents in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focussed at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness and coherence of marketing communications effort. Select a large service organisation (e.g. Bank, Airline Company, Telecommunications Company, Hotel) that advertises heavily in many media and by way of a portfolio show how it makes use of the integrated marketing communications concept. You will need to collect your examples over a period of several weeks. If you leave it to the day before it is due in you will inevitably receive a failing grade. This is an individual assignment and I would expect 1500 words plus several examples which may include your notes on what you observe on a store visit. Format for submission Written Report * The word limit for is 1500 words. * All work should be word processed using either Times New Roman or Arial font, Arial 12 point; 1.5 line spacing; single side A4 paper with numbered pages with line spacing of 1Â ½ and justified. * Left hand margin of 3cm; Right hand margin 2 cm; Header 2.5 cm and Footer 2 cm * A bibliography and referencing (where applicable) is essential * Harvard system of referencing * A minimum of 10 referenced academic sources is required. * No more than 50% of references may be from the internet. Details for the assessments will be supplied as separate documents throughout the unit. They will also be available on BREO. Please read the assessment instructions very carefully. 5.4 Submission details Plagiarism You should hand in assignments through the Assignment Hand in point, located outside the LRC in Park Square next to the Book Return point. For LRC opening times please see http://lrweb.beds.ac.uk/. You can deposit your assignments at any time throughout the opening times of the University building. Although you will be able to submit your piece of work until 8am the next day and it will be accepted as on time, for example: if an assignment is due in on Monday 19 April it can be submitted up to 7.59am Tuesday 20 April, this is NOT recommended and you should submit your assignment by 4pm on the published due date. You will need to print your own top cover sheets from eVision (these carry the details of the unit and assessment on the front). Attach the top sheet to the assignment securely and then collect a barcode label from the dispenser located at the Security Desk next to the LRC. Follow the instructions on the Assignment Hand in point display to submit the assignment. Collect the receipt which indicates that a piece of work has been handed in. A receipt confirming the unit, assessment and time of submission for the assignment will be sent to your email account. Receipts must be retained as proof that the work has been submitted. You must also submit a copy of your assignment through TURNITIN via BREO. It will graded as a non-submission if written work is not submitted on time through TURNITIN. Coursework must be handed in by the date and time specified in your student handbooks or on BREO. Late work is not accepted, and will be deemed a fail and graded G(0) (no work submitted). Written work must be legible and comprehensible, work may be rejected work which does not meet reasonable standards of presentation, and this may result in you failing or being referred. Written work must be presented in English. Extenuating Circumstances If you believe that you are likely to miss a deadline because of extenuating circumstances (for example illness), you should apply to apply for an extension through the Student Engagement and Mitigating Circumstances Teams via SID. Your application should be accompanied by documentary evidence of your extenuating circumstances. Individual tutors are not able to extend published deadlines. Plagiarism Plagiarism takes the form of repeating another person’s words or images and claiming them as your own, or presenting someone else’s line of thinking as if it was your own. To plagiarise is to give the impression that you have written or designed or thought something that you have in fact borrowed from someone else. You can use other people’s ideas, words and images, but it’s important that you acknowledge them through appropriate referencing. Remember that your examiners are wanting to assess your ability, not those of others, so it’s important that you also interpret others’ work and that there is sufficient of your own work in your assignments that your ability can be assessed. You should keep a careful record of all the sources you use, including all internet material and ensure that you understand correct referencing practices. These are outlined the course handbook and online at: http://lrweb.beds.ac.uk/guides/resources/referencing You are also not permitted to re-present any assessment already submitted for one unit as if for the first time in another unit. Double counting of assessed work is not normally allowed. If submitting work previously included in another assessment then you should attribute the section of text from the earlier work so that it can be taken into account by the examiners. Plagiarism Detection Service To help address plagiarism and protect your award, please also ensure you submit a copy your written work electronically through ‘Turnitin’ via BREO. We may also submit your assignment to the UK universities’ JISC Plagiarism Detection Service. Working together Discussing ideas with your fellow students is part of learning and we would encourage you to do this and to exchange interesting and relevant sources and references. However, there is a distinction between sharing ideas and collusion which is an academic offence. You must not work with others to the extent of exchanging written materials you have prepared, such as notes or drafts of assignments unless you have been expressly told that this is permissible. If these types of materials are shared this will be regarded as an assessment offence for the person who lends the material as well as for the person who uses it. Your own work should be regarded as your own property and you should protect it. If you are working in a shared space, log off from the computer you are working on whenever you take a break so that others cannot access or copy your own work; take care to destroy printed drafts or copies of work, rather than just discarding them; and, don’t give your work to others in any format. If you are working on a group assignment make sure you understand the allocation of responsibilities between yourself and the other members of the group. 5.5 Feedback Assessment will be provided individually to students, through group feedback (where relevant) and on your individual student BREO site. There are also opportunities for formative feedback on your work throughout the unit which will help you complete your final assignments. Marked work will be available for collection from the tutor three weeks after the assessment deadline. 6. Teaching and reading schedule You can check your timetable at: http://timetable.beds.ac.uk then follow the links under ‘units’. If there are changes to the timetable, you will be notified on the BREO site for this unit. Please check it regularly. *Further reading suggestions will be provided to students in a weekly basis through BREO. Further reading includes academic articles, book chapters and case studies. 7. Reading and resources The majority of directed readings will be in the form of books, published conference papers, and case study materials. You will be advised of essential reading relating to each topic covered and directed towards the most relevant textbooks and articles for these subjects. This guidance will be communicated by tutors and via BREO. In addition, you are encouraged to access journal articles via electronic databases and encouraged to search for appropriate examples of relevant research. You are strongly encouraged to access information electronically but to exercise critical judgement when identifying useful sources. The Learning Resources Centre at Park Square houses our main tourism collection. Here you can expect to find copies of essential texts on your reading lists as well as supplementary reading. Many of our resources are in electronic format and can be accessed off-campus. Extensive reading is essential and it is important you reference this work accurately and correctly. Please make you sure you read and follow the guide to referencing found at: http://lrweb.beds.ac.uk/guides/resources/referencing Subject –specific library guides are available in printed format in the Learning Resource Centre and on the Learning Resources web site http://lrweb.beds.ac.uk/guides/subjectguides. Go to Advice and Help, then Subject Guides. These guides tell you which resources are important for your particular course. The Subject Librarian is Bill Mortimer who can be contacted by e-mail [emailprotected] or by phone 01234 351671, ext.4374. Bill is based in the Polhill campus, Room: R1.01. If you want to call him free of charge, that’s possible from the LRC. Essential reading Brassington, F and Pettitt,S (2006) Principles of Marketing, Fourth Edition, Prentice Hall, NJ. ISBN 0-273-69559-2. Recommended reading Christopher H. Lovelock, Jochen Wirtz, Patricia Chew (2009), Essentials of Services Marketing First Edition, Prentice Hall ISBN-13 978-981-06-7995-8 Kotler, P., Wong, V., Saunders, J. and Armstrong, G. (2005) Principles of Marketing: 4th European Edition, Prentice Hall International/Pearson Education Limited. ISBN: 0273 68456 6 Groucutt, J, Leadley P, Forsyth P (2004) Marketing: essential, principles, new realities First Edition, Kogan Page ISBN 0-7494-4114-3

Management Research Project and Presentation

Management Research Project and Presentation The British Red Cross is a charity registered in the UK. It is the UK member of the International Federation of Red Cross and Red Crescent Societies (the Federation), an humanitarian Movement that currently encompasses 186 territories across the world and around 97 million staff, supporters and volunteers. The British Red Cross employs 2,755 members of staff and 27,349 volunteers, and income in 2008 amounted to  £243,548,000. The 2006 Intangible Business report (2006) placed the organisation as the fifth most powerful charity brand in the UK, with its brand value topping  £108,000,000; along with an income that year of  £201,900,000. The British Red Cross places strong emphasis on its differentiation from other charities and non-governmental organisations; in particular its absolute commitment to neutrality, impartiality and independence, coupled with its emphasis on individual and community resilience. These give the brand a competitive advantage above others in the sector. The first aid services business unit (the department in question for this marketing plan) forms part of the income from generating fund (trading) work stream, and is concerned with teaching first aid and selling first aid products. The first aid services departments customer base is non-commercial groups, such as schools, clubs, societies, other charities and support organisations. 1.2 Research Problem The focus of the organisation as a whole is on the creation of a society in which all are empowered to prepare for, withstand and recover from emergencies on whatever scale they occur from dealing with a cut finger to managing a major disaster. The organisation has realised that service levels should be improved and enhance the charity activities. The British Red Cross already works closely with primary schools teachers, and has developed a first aid learning resource for secondary schools  [1]  . A similarly differentiated kit that can be used in primary schools would fill the gap identified above, as well as generating income for the organisation, reinforcing its position as a leader in first aid learning  [2]  , and fulfilling corporate objectives. This strategic plan is designed to introduce a new product (the primary first aid learning kit) to an existing market (primary school teachers). The plan includes a marketing audit and examines the current internal situation at the British Red Cross in addition to analysing the external environment in order to devise objectives, strategies, tactics and implementation targets. A SOSTAC model has been used to give a structural basis to the marketing activity. 1.3 Research Objectives To find that when an emergency strikes, they will respond. How should make people and communities more resilient by helping them prepare for and withstand disasters. How to help vulnerable people recover from health or social crises, and live with dignity and independence in their homes. How to increase the International Red Cross and Red Crescent Movements impact on the lives of the most vulnerable. How to make volunteering for us the best experience money cant buy. Make sure key people and groups know what we do and why and how they can help. Method to ensure those who use our services, and who support us in other ways, trust us and have confidence in how we work. How to maximise our net income as cost-effectively as possible. Above research objectives based on the corporate objectives. These objectives can specifically mention as follows; To increase informal first aid learning by 10% in the next 3 years. This relates to research objective 2. To increase the number of first aid products sold by 10% in the next 3 years. This relates to research objectives 2 and 8. To increase knowledge and awareness of British Red Cross key first aid products and services by 20% in the next 3 years within 2 priority groups: teachers and parents. This relates to research objectives 2 and 6. 1.4 The importance of marketing research Methodology Proper marketing research is key to an organisations ability successfully launch a new product into an existing market, and in doing so to increase profit and brand equity. Within a charity context, the need to generate funds to be used to help others is a major part of the organisations activities and this aim simply cannot be realised without effective and efficient research in place. Effective marketing research can also boost the chances of bring about real social good, and making positive changes to beneficiaries lives. A well-structured research that makes use of relevant models and takes account of both internal and external factors ensures clarity and a systematic approach. Marketing research uncovers niches in the market which can be filled, highlights gaps in funding and provision and drives the organisation towards the fulfilment of its goals. The first stage of the marketing research process is to establish where the organisation is at the present time, to act as a baseline for comparisons and something on which the marketing research can build. At the heart of this situation analysis is the identification of critical success factors and distinctive competencies, which are the distilled learning from examination of the organisations strength and weaknesses, and the opportunities and threats it faces  [3]  . Using these key pieces of information, the marketer can allocate resources to ensure that wherever possible strengths are boosted, weaknesses overcome, opportunities are taken and threats neutralised. A key part of the marketing research process is identifying customer needs and wants, and profitable ways of satisfying them. Without this information, the organisation is left creating products and services about which it has no idea of demand. Part of gathering this type of data is competitor analysis, which can provide valuable insights into the market as well as flagging up potential areas of overlap and areas which would not prove profitable. Effective marketing research also combats wastage through efficient use of resources. Using models such as the Value Chain Analysis highlights areas where savings can be made and processes tightened in order to maximise value and deliver a larger profit margin. In the example of the British Red Cross, use of the Value Chain Analysis showed that the margin could be increased by improving the efficiency of inbound logistics  [4]  . Wastage can also be combated through the examination of potential changes to internal and external environments, and building proactive mitigating factors to negative change and ways to take advantage of positive change into the plan is key. It is necessary to conduct survey to collect all information. They can use questionnaire in print format as well as in e-format (online questionnaire). Through the existing welfare societies can distribute the questionnaire. Then should collect and properly analyse the entire research findings. Also company can conduct other primary research methods such as in-depth interviews and focus group discussions. In this report analysis I have taken most of the secondary sources. 1.5 Literature Review A marketing research is a starting point from which the organisation can begin to look forward, fill gaps and plan activities. In the words of Dibb et al (2005): A marketing audit is a systematic examination of the marketing functions objectives, strategies, programmes, organisation and performance. Without this methodically obtained baseline, the organisation has no way of evaluating either where it has come from or where it is going. Factors affecting the organisation must be identified, potential changes considered and prepared for, and the reliability and validity of information should be rigorously interrogated. This requires considerable research on the part of the marketing team, and is of vital importance. Situation analysis should form a regular part of a marketing departments work in order for it to adapt to both internal and external changes in the environment. 1.5.1 Internal factors The organisation has control over its internal environment, and as such it is important to examine internal factors closely. Data must be gathered, both current and historical, as well as think pieces examining future plans. Reliability of information should also be considered minutes of meetings may not always be accurate and staff and volunteers may not always be scrupulously honest in workforce surveys. In addition, some data may not be available, either due to confidentiality, poor record keeping or lack of budget. Organisational strengths and weaknesses should be taken into account, and potential internal changes considered. 1.5.2 7Ps and 7Ss Booms and Bitners 7P and McKinseys 7S models have been employed to identify and analyse the internal factors affecting the British Red Cross  [5]  . Both models are key tools in the marketing analysis. Used correctly and in conjunction with the external analyses, the information they uncover forms the basis on which the entire marketing plan rests. By examining the strengths and weaknesses of each P and each S, the marketing team can evaluate the organisation, taking a snapshot of the current situation which will allow for planning to increase positive aspects and reduce negatives. It also enables the marketing team to consider the perspectives of the organisations stakeholders, all of whom are key to success. Both the 7P and 7S models are key tools in the marketing analysis which, when used correctly, uncover information that forms the basis for building a sound marketing plan. For example, in the case of the British Red Cross these models identified the strengths of the organis ations positive brand association, which will play a key role in the positioning of the first aid education kit, but also highlighted a weakness of product differentiation, which the kit will go some way towards addressing. 1.5.3 BCG matrix As a large organisation the British Red Cross undertakes many different activities and provides hundreds of products and services. The products and services from the first aid services strategic business unit have particular potential to affect the activity surrounding the primary first aid marketing kit, and it is important to map each of these in order to generate future strategy. To do this, and to examine the potential placement of the kit within the context of the strategic business unit, the Boston Consultancy Groups portfolio analysis matrix was employed  [6]  . This identified that the majority of the units output are cash cows, and the minority are dogs, highlighting that good levels of profit are coming in and resource investment is fairly low. The matrix suggests that resource capacity from the cash cows can be used to grow the kit from a question mark to a star. The matrix has also shown up areas of the units work of which it would seem prudent to divest itself in ord er to reinvest resources. 1.5.4 PLC Along with the BCG matrix, the product life cycle is also extremely useful tool in indicating to the marketing team the level of resourcing a product requires now, and the likely stages it will go through if a good marketing plan is well executed  [7]  . This model identifies the products growth stage, with each stage requiring different levels of resource investment and different activity. As the kit is currently in research and development it requires great investment of time and money and cannot yet make a profit. 1.5.5 Value chain analysis Porters value chain analysis examines the primary and secondary activities undertaken by the organisation  [8]  . The model demands a thorough interrogation of the organisations work, which is split into activities which can directly affect income (primary) and activities which support income affecting activities (secondary). By undertaking this process, the marketing team can identify areas where value to can be added and a competitive advantage created in order to maximise profit. In the case of the British Red Cross, there is already a good level of value within the system, but some activities were identified which could benefit from modification. 1.5.6 Distinctive competencies The distinctive competencies of an organisation are derived from close investigation into its internal environment and the strengths and weaknesses therein. The competencies identify the core skills and superior qualities of the organisation which differentiate it and can confer competitive advantage. They are the culmination of the internal situation analysis and identify priority areas which can be leveraged to gain success. In the case of the British Red Cross, 3 distinctive competencies were identified, and played an important part in informing the marketing plan  [9]  . Internal change is slow within such a large organisation and so it is unlikely that the competencies will change dramatically within the life of the marketing plan. The reason for this is in part due to the organisational culture and ways of working and in part due to the immutable founding principles of the organisation. For example, unless a catastrophic event occurs to the organisation and the comprehensive crisis management plan is not implemented, it is unlikely that the positive brand equity could be destroyed within the timeframe of the marketing plan. In addition, the organisation employs a brand management department which works solely to enhance and protect the organisations position. Written into the organisations five year strategy is are objectives concerning emergency response and first aid, which guarantee investment and highlight the importance placed on these areas. Again, it is highly unlikely that the organisation will change these priorities and nullify this disti nctive competency. As regards the need to further differentiate products and services, such a large and slow-moving organisation as the British Red Cross will take time to do this, and the activities outlined in the marketing should go some way to achieving this goal. 1.5.7 External factors In addition to the internal environment, over which the organisation has control, there are two external environments, the micro and the macro. Data must be collected for both of these environments, and examined as closely as that from inside the organisation. Articles in the media, competitor reports and accounts, conversations with counterparts, and political details should be studied, as well as social and cultural practices within the products target market. Again, the validity of data should be closely questioned, as an element of bias is likely to appear in most media and political reports, and competitors and counterparts will always attempt to show their own organisation in a positive light. Research into and analysis of the external environment also enables the marketing team to consider their organisation from the perspective of a customer, competitor or supplier. In order to be fully informed about the total environment into which the primary first aid learning kit is to b e launched, it is vital that as many issues which may affect it as possible are known, so that positive action can be taken and pitfalls avoided. The micro-environment The micro-environment consists of external factors which are fairly close to the organisation, and which it may be able to influence in some way. By using a SPICC analysis  [10]  to consider those groups who are closest to the organisation, the marketing team can plan ways in which to positively affect them. Porters five forces analysis  [11]  is another useful model and considers risk from the external environment in order to prompt thinking on mitigating loss and maximising gain to the organisation. The macro-environment The macro-environment is much less close and it is far less possible for the organisation to effect changes in this area. Nevertheless, it is still extremely important for the organisation to be aware of features which may impact on its profitability, brand and its ability to meet its objectives. Special consideration should be given to factors that are most likely to bring about change and those which would have the largest impact on the organisation. The PESTEL model enables a high level analysis into this environment, and gives insight in the decline or growth of a particular market and the position of competitors, as well as suggesting avenues for exploration  [12]  . 1.5.8 Critical Success Factors In identifying and interrogating the opportunities and threats uncovered by the micro and macro environment, the marketing team can identify the organisations critical success factors those features which are essential to ensuring the organisation succeeds in its endeavours. Along with the distinctive competencies, these factors require the greatest attention from the organisation if it is to flourish. In the case of the British Red Cross, 3 critical success factors were identified, and these play a key role in the marketing plan  [13]  . Task Two 2.1 Organisational Objectives Over 120,000 people undertake a first aid training course with the British Red Cross each year, but to really begin to embed community resilience, we need to increase the number of people accessing first aid learning through more informal means (learning tips online, using a learning kit at school, etc.). With the current economic downturn it is important to diversify income streams, to mitigate against a reduction in donations from individuals. An increase of 10% in first aid product sales would result in further funds for the organisation to put back into its charitable activities, as well as increasing the resilience capability of the general public. It would also assist in meeting the target of a 10% increase in income from the overall trading stream. As shown above, in 2009 only 50% of the general public felt the British Red Cross products and services stood out clearly. To build resilience, we need to make sure our offers are differentiated. Teachers and parents are key audiences in the community, and by increasing their knowledge of what we offer, we can gain access to children and young people the life-savers of tomorrow. 2.2 Marketing strategy 2.2.1 Growth strategy Ansoffs matrix  [14]  provides a framework for identifying the most appropriate growth strategy in order to fulfil the functional marketing objectives and reach the sales objective. Applying the matrix, having examined the planning gap analysis and objectives, showed that a product development growth strategy is most appropriate to use in this situation. This supports the posited idea to launch a primary first aid learning kit. Gaps in the first aid services portfolio have been identified, and the British Red Cross already has a strong brand and a good reputation in this field both in terms of quality and value, and in terms of expertise  [15]  . The British Red Cross already has good links with teachers in primary schools, following years of first aid education training, and this knowledge and contact data will optimise success. The existing market for first aid products and services is still viable (which rules out a market development strategy), as one of the distinctive competencies discussed above highlighted that British Red Cross products and services are not yet fully differentiated, and situation analysis research showed that general public awareness of products and services was only 50%. A product development strategy is also of only medium risk as an organisation the British Red Cross does not undertake high risk growth strategies, and prefers to build on accrued knowledge and experience in known markets, as it will be able to do with the primary first aid learning kit. A diversification strategy would be too high risk for the organisation, and a market penetration strategy for the new kit would not be possible. 2.2.2 Competitive strategy In order to support the growth strategy, a method of maintaining competitive edge is needed, and this has been determined using Porters generic strategies model. Having examined the factors discussed above and in the appendices, the most appropriate competitive strategy for this situation is a focus or market segmentation strategy. As a charity, the British Red Cross finds it difficult to compete on cost, and as it is not a hugely fast-moving organisation it cannot regularly innovate. Many of its products and services are designed for very specific audiences and are generally of a specialised nature. There is some competition in the first aid services market, but the number of competitors is low and there are identified gaps in the market one of which is the primary first aid learning kit  [16]  . 2.2.3 Segmentation, target and positioning Within the British Red Cross first aid services strategic business unit are a large number of products and services  [17]  . However, this marketing plan is concerned only with the launch of a new primary first aid learning kit, and as such the segmentation, targeting and positioning data will apply only to the kit. Segmentation Geographical segmentation: UK Chosen because the primary first aid learning kit is designed to work with the national curricula across the UK. This segment cannot be reduced further as the aim is to reach as many children as possible, regardless of their location. Demographical segmentation: Male and female adults who regularly work with groups of young people aged 5 11 years old and who have access to physical learning spaces (schools, village halls, scout huts, etc.) and available funds in excess of  £500 per year. These were chosen as customers will already be working with young people those not working in this field will have no interest in the product. The customers will need space to work in when using the kit, and will be aware of this before they buy. They will need a budget in excess of  £500, as although the kit is will cost significantly less than this, it is unlikely that those on smaller budgets will feel able to spend money on anything other than very basic materials which this kit is not. These segmentation criteria suggest the following segments to target: primary school teachers, youth group leaders, parents of large families. Target Teachers will be the prime segment which British Red Cross first aid services will target. This is for the following reasons: The British Red Cross has a good strategic fit with schools and teachers, as both are concerned with education and positive behaviours. There are many ways to reach teachers, both at school and externally. It is likely to become law for first aid to be taught in schools, which will boost teachers interest in the kit and drive sales. The primary first aid learning kit will be designed to work with school curricula, which will also increase teachers interest. Teachers have budget available to buy specific learning materials, especially those which form part of the national curricula. The British Red Cross first aid services team already have good links with primary school teachers. Parents of large families were discounted, as they operate in a far more informal way than the kit requires its a formal learning tool. Youth group leaders were discounted as they are more difficult to reach, are likely to have less disposable budget, and the British Red Cross has fewer links with them. The types of schools at which the teachers teach have not been discussed, as although public and private schools are likely to have more disposable income, they are not affected by national curricula requirements so are no more or less likely to buy it than state schools. Although state schools have less money they must follow the requirements of the national curricula. This money/curricula equation therefore cancels out any potential advantages of choosing one type of school teacher over another. According to the latest available data from the Department of Children, Schools and Families (2002), there are around 207,460 primary school teachers in the UK, working at 22,000 primary schools. Positioning Teachers of children aged 5 11 years old are typically very busy, have minimal time to research new products and services, are extremely aware of price, quality and accuracy, want to use materials which give their pupils the best chance of success, want to fulfil their obligations under the national curricula, and place high value on organisations which behave responsibly and make their lives easier. This suggests that the primary first aid kit must be positioned as excellent value for money and created by an expert, trustworthy organisation. It must be shown to be a high quality product thats easy to get hold of, easy to use and gives pupils a solid, accurate, practical and engaging insight in the material. The services surrounding the kit must be also be positioned as easy, quick and trustworthy. The design of the materials should echo these points. The kit will sit within the branded quality product category it is brand new and unique, good value for money and, due to its niche market, will only be available through a few sales outlets (by phone, online or mail order, due to the unique way the British Red Cross is permitted to sell its materials  [18]  ). This fits with the focus competitive strategy discussed above. 2.3 Marketing Mix 2.3.1 Product The primary first aid learning kit is a predominantly tangible entity, surrounded by layers of intangible services. The core product is the tangible first aid learning kit, which fulfils teachers need to educate their pupils in first aid. The second product, or first value added layer, consists of the products design and packaging (which will encourage sales by being clear, simple, professional and practical), its clearly signposted curriculum links (which will show customers exactly how the product will benefit them and their pupils), the British Red Cross brand with which its associated (which is well known and trusted), the multimedia taster materials available in advance of purchase (which, again, will highlight the positive aspects of the kit whilst at the same time engendering goodwill for providing some free materials), the quick and easy ways to buy the kit (which will make it easier for the customers to buy it, as we know how time-pressed they are), and the quick and easy de livery promises (which, again, will encourage customers who have not had much chance to order materials far in advance). The aim of all this is to add value to the core product and drive sales. 2.3.2 Price The pricing strategy of the primary first aid learning kit will is linked to the value which customers place on the satisfaction of their need to teach first aid to 5 11 year olds. This means an examination of the highest value the customer would pay and the lowest cost the British Red Cross can sell it for is necessary. 2.3.3 Place The British Red Cross model of distribution is direct it does not use intermediaries such as wholesalers or retailers. This is positive in that it allows for a high level of control, good customer relationship management, the brand is protected and low marginal cost. Inversely, this model has high set-up costs, its a time-consuming process, market reach is limited, brand equity cant be increased through piggybacking and costs cannot be passed on to intermediaries. 2.3.4 Promotion Using the DRIP  [19]  analysis, the objectives for the primary first aid learning kit during each stage of the product life cycle, and the percentage of resources allocated are as follows: Introduction stage Growth stage Maturity stage Decline stage Differentiation Secondary objective (35% of resources) Secondary objective (30% of resources) Tertiary objective (15% of resources) Tertiary objective (8% of resources) Reinforcement Quaternary objective (5% of resources) Quaternary objective (5% of resources) Secondary objective (20% of resources) Secondary objective (10% of resources) Informing Main objective (50% of resources) Tertiary objective (25 % of resources) Quaternary objective (10% of resources) Quaternary objective (2% of resources) Persuading Tertiary objective (10% of resources) Main objective (40% of resources) Main objective (55% of resources) Main objective (80% of resources) 2.3.5 Extended marketing mix The extended marketing mix of people, process and physical evidence can be used to overcome the limitations of the kit (particularly those associated with its service layers), as well as the first 4 Ps discussed above. The limitations in question are: Intangibility: The kit itself along with its packaging is tangible, which limits the issue of intangibility, but by providing documents to support the intangible services associated with it (such as the 5 year guarantee and curriculum signposting), this can be limited further. The free first aid learning support could be formalised i

Sustainable Agriculture: The Ethical Choice for the Future Essay

Sustainable Agriculture: The Ethical Choice for the Future Thesis: The idea of sustainable agriculture is a legitimate, logical, and necessary approach to the new concerns and problems stemming from current agricultural trends in light of impending global food shortages and rapid depletion of natural resources. Introduction Agriculture has been a principal source of obtaining food to meet basic needs of humans for thousands of years. More recently, with the industrialization of agriculture, increased efficiency, and a decreased need for small rural farmers, there has been a resulting disconnect of consumers to the process in which their food is produced. As we are embarking on a new century, there is growing concern that perhaps our industrialized agriculture system is not functioning as effectively as it has in the past. It is time that we move to adopt a new paradigm as we realize the effects of modern agriculture on our environment, economic viability, and social justice issues, in light of the impending global food shortage. According to John Ikerd from the University of Missouri, traditional agriculturists currently foresee a continued trend toward fewer, larger, and more specialized production units. They see current trends continuing until a half-dozen or so multinational corporations control vir tually all processing and distribution of agricultural commodities in a single global food and fiber market. With this movement continuing as it is now â€Å"there will be increasing reliance on biological technologies and information technologies at all levels within the global agricultural system. Forecasts of the continued industrialization of agriculture permeate both professional agricultural publications and the popular... ...orld today. It is the ethical choice for those of us concerned with the well-being of future generations and the rural communities today. Works Cited Hassanein, Neva. Changing the Way America Farms. University of Nebraska Press, Lincoln, 1999. Bird, Elizabeth Ann R., et al. Planting the Future. Iowa State University Press, Ames, 1995. Pretty, Jules N. Regenerating Agriculture. Joseph Henry Press, Washington D.C., 1995. â€Å"Why so much controversy over Genetically Modified Organisms?† October 25, 2003. <http://www.cimmyt.cgiar.org/ABC/10-FAQaboutGMOs/htm/10-FAQaboutGMOs.htm>. Ikerd, John. "Sustainable Agriculture: A Positive Alternative to Industrial Agriculture" October 25, 2003 <http://www.ssu.missouri.edu/faculty/jikerd/papers/ks-hrtld.htm >. â€Å"Disadvantages of No-Till† October 25, 2003. <http://pas.byu.edu/AgHrt282/Tillage/sld023.htm> Sustainable Agriculture: The Ethical Choice for the Future Essay Sustainable Agriculture: The Ethical Choice for the Future Thesis: The idea of sustainable agriculture is a legitimate, logical, and necessary approach to the new concerns and problems stemming from current agricultural trends in light of impending global food shortages and rapid depletion of natural resources. Introduction Agriculture has been a principal source of obtaining food to meet basic needs of humans for thousands of years. More recently, with the industrialization of agriculture, increased efficiency, and a decreased need for small rural farmers, there has been a resulting disconnect of consumers to the process in which their food is produced. As we are embarking on a new century, there is growing concern that perhaps our industrialized agriculture system is not functioning as effectively as it has in the past. It is time that we move to adopt a new paradigm as we realize the effects of modern agriculture on our environment, economic viability, and social justice issues, in light of the impending global food shortage. According to John Ikerd from the University of Missouri, traditional agriculturists currently foresee a continued trend toward fewer, larger, and more specialized production units. They see current trends continuing until a half-dozen or so multinational corporations control vir tually all processing and distribution of agricultural commodities in a single global food and fiber market. With this movement continuing as it is now â€Å"there will be increasing reliance on biological technologies and information technologies at all levels within the global agricultural system. Forecasts of the continued industrialization of agriculture permeate both professional agricultural publications and the popular... ...orld today. It is the ethical choice for those of us concerned with the well-being of future generations and the rural communities today. Works Cited Hassanein, Neva. Changing the Way America Farms. University of Nebraska Press, Lincoln, 1999. Bird, Elizabeth Ann R., et al. Planting the Future. Iowa State University Press, Ames, 1995. Pretty, Jules N. Regenerating Agriculture. Joseph Henry Press, Washington D.C., 1995. â€Å"Why so much controversy over Genetically Modified Organisms?† October 25, 2003. <http://www.cimmyt.cgiar.org/ABC/10-FAQaboutGMOs/htm/10-FAQaboutGMOs.htm>. Ikerd, John. "Sustainable Agriculture: A Positive Alternative to Industrial Agriculture" October 25, 2003 <http://www.ssu.missouri.edu/faculty/jikerd/papers/ks-hrtld.htm >. â€Å"Disadvantages of No-Till† October 25, 2003. <http://pas.byu.edu/AgHrt282/Tillage/sld023.htm>

Officer Fatigue Essay -- Police Departments, Moonlighting

Officer fatigue Officer fatigue can be a quite serious problem for police departments. Excess fatigue will generally reduce alertness, decrease performance and worsen mood. These symptoms can reduce officer's performance and safety with potentially life-threatening effects. Patrol officers are expected to remain alert and able to resolve complex, emotional, and potentially dangerous situations. They are expected to be able to multi-task, as well as stay alert during periods of inaction. These activities can be quite difficult for a fatigued officer to complete (Vila 1996). Community oriented policing efforts can be seriously compromised by officer fatigue with excess officer fatigue harming community-police relations (Vila & Taiji 1999). In several cases, the result of officer fatigue has been fatal both for the officer and for civilians involved in fatigue related incidents (Vila & Kenney 2002). There is not standardised or regulated method of controlling the time officers spend working as there is for pilots and truck drivers. As such, limited only be department policies, many officers will work enormous amounts of extra hours in overtime or moonlighting. There have been reports of officers in both Florida and Massachusetts working up 3,000 additional hours per year (Vila & Kenney 2002). In a study of the Jacksonville, Florida police department, the majority of officers were found to be moonlighting. Most of these officers moonlighted for ten hour or less per week. A number though worked over sixty additional hours per week, leading to average work weeks exceeding 100 hours. At the time, the department did not any polices restricting moonlighting hours. The then recently elected sheriff, reported planning to change this polic... ...ict of interest. While less likely to occur, a police officer moonlighting in certain medical fields or in some religious roles could conceivable create similar conflicts. Moonlighting officers will generally only respond to activity within their employer’s property. Many police state that they would intervene in some crimes such as robberies even if occurred outside their employed area, but said that they would leave most crimes to on-duty officers (Stewart 1985). This creates a situation that is both theoretically problematic and potentially harmful to the agency’s image. To the public, there is no reason why an apparently working officer in uniform should not be responding to ongoing criminal activity. The public sees only an officer not responding to a crime, the fact that they are actually moonlighting at the time and are not on-duty is lost on most people.

The Ill-Posed Executive Essays -- Economy Economics Business Essays

The Ill-Posed Executive "The nineteenth-century legal scholar Schultes described public trust rights as 'unalienable.' He explained that 'things which relate to the public good cannot be given, sold, or transferred by the King to another person'" (Cronin and Kennedy 142). More specifically, the "things" Schultes refers to are property common to all citizens of the world including, but by no means limited to, the air, the land, and the water. While the vast majority of humankind would agree in principle with Schultes's concerns, regulations on the use of particular natural bodies understood as public property are no longer strongly enforced. Upholding such rules is simply no longer a conscious priority among busy people. Most of us are concerned with our immediate self-interest both economically and politically, and we tend to ignore long-term environmental injustices unless those infringements affect us directly. Although we are quick to identify and criticize irresponsibility on the parts of violators, our concern rarely compels us to retaliate against wrongdoers and correct the wrongs. Our neglect is being made apparent to us in essays regarding environmental issues. Nearly every author has an opinion on the environmental malpractice of corporations and their representatives, but even these critics fail to offer a strategy for curbing the negligence of business firms. This failure encourages an attitude of hopelessness among the environmentally concerned members of society and reminds us that a long overdue effort to uncover answers is in order. We need go no further than the source of the problem to find a workable solution: Corporations must hold themselves responsible to the public trust. Regardless of the greater p... ...ublic trust will be violated. Works Cited Cronin, John and Robert Kennedy. "King John to General Electric." The Riverkeepers. New York: Simon & Schuster, 1997. Friedman, Milton. "The Social Responsibility of Business Is to Increase Its Profits." Cases and Readings in Markets, Ethics and Law. Ed. Bruce S. Buchanan, Robert Boyd Lamb, and Roy C. Smith. Needham Heights: Simon & Schuster, 1994. Hoy, Pat C. "Leadership." Sewanee Review. Vol. C, Num. 3. Summer 1992. Machiavelli, Niccolo. "The Qualities of a Prince." A World of Ideas. Ed. Lee A. Jacobus. 5th ed. Boston: Bedford, 1998. Reich, Robert B. "A Shareholder, And a Citizen." The New York Times. 5 November 1999. Wal-Mart Stores, Inc. "Wal-Mart Reports Record Sales and Earnings for Quarter and Year." 15 February 2000 <http:// www.walmartstores.com/newsstand/ archive/prf_000215_1999_4thqtr. shtml>. The Ill-Posed Executive Essays -- Economy Economics Business Essays The Ill-Posed Executive "The nineteenth-century legal scholar Schultes described public trust rights as 'unalienable.' He explained that 'things which relate to the public good cannot be given, sold, or transferred by the King to another person'" (Cronin and Kennedy 142). More specifically, the "things" Schultes refers to are property common to all citizens of the world including, but by no means limited to, the air, the land, and the water. While the vast majority of humankind would agree in principle with Schultes's concerns, regulations on the use of particular natural bodies understood as public property are no longer strongly enforced. Upholding such rules is simply no longer a conscious priority among busy people. Most of us are concerned with our immediate self-interest both economically and politically, and we tend to ignore long-term environmental injustices unless those infringements affect us directly. Although we are quick to identify and criticize irresponsibility on the parts of violators, our concern rarely compels us to retaliate against wrongdoers and correct the wrongs. Our neglect is being made apparent to us in essays regarding environmental issues. Nearly every author has an opinion on the environmental malpractice of corporations and their representatives, but even these critics fail to offer a strategy for curbing the negligence of business firms. This failure encourages an attitude of hopelessness among the environmentally concerned members of society and reminds us that a long overdue effort to uncover answers is in order. We need go no further than the source of the problem to find a workable solution: Corporations must hold themselves responsible to the public trust. Regardless of the greater p... ...ublic trust will be violated. Works Cited Cronin, John and Robert Kennedy. "King John to General Electric." The Riverkeepers. New York: Simon & Schuster, 1997. Friedman, Milton. "The Social Responsibility of Business Is to Increase Its Profits." Cases and Readings in Markets, Ethics and Law. Ed. Bruce S. Buchanan, Robert Boyd Lamb, and Roy C. Smith. Needham Heights: Simon & Schuster, 1994. Hoy, Pat C. "Leadership." Sewanee Review. Vol. C, Num. 3. Summer 1992. Machiavelli, Niccolo. "The Qualities of a Prince." A World of Ideas. Ed. Lee A. Jacobus. 5th ed. Boston: Bedford, 1998. Reich, Robert B. "A Shareholder, And a Citizen." The New York Times. 5 November 1999. Wal-Mart Stores, Inc. "Wal-Mart Reports Record Sales and Earnings for Quarter and Year." 15 February 2000 <http:// www.walmartstores.com/newsstand/ archive/prf_000215_1999_4thqtr. shtml>.

Lauching a Lebanese Beer Company Essay

Introduction 961 Beer has a fascinating history which illustrates to aspiring entrepreneurs that with hard work and determination, even crazy business ideas are able to succeed. At a time when building were being destroyed and the city of Beirut, Lebanon was in shambles, the founders of 961 Beer decided to move forward with founding Lebanon’s first craft brewing company – a surprising fact because this region of the world begin the tradition of brewing beer. As discussed below within the framework of a SWOT analysis, several factors contributed to the success of the company, and will play an integral part in the company’s future as it expands to meet demand. SWOT Analysis A SWOT analysis is meant to drive a company into meaningful action to capitalize on its strengths to seize opportunities as well as protect itself from outside threats or internal weaknesses. Strengths 961 Beer is fortunate in that it benefits from several internal strengths. Organizationally, the company is simplistic: with few employees and condensed management, the company is able to benefit from the strong direction of a select few. In addition, the few people involved, particularly Hajjar and Henrik, have a passion for food and drink and enjoy the process of providing high quality wine to their customers. In addition, with less â€Å"baggage† the company is able to quickly innovate and adapt to changes in the customers tastes. Hajjar is also very passionate about food and wines of the region, leading to his dedication to the success of 961 Beer. He provides leadership that focuses more on the product itself, in order to ensure that it will be a beer that the Lebanese will be 1 proud off. As a recent CEO, Hajjar also appears to bring a substantial amount of capital to initially invest in the business. However, money runs out quickly, and now 961 Beer must pay for itself. The 961 Beer product line also has several strengths. The beer is of high quality because it was produced using only fresh ingredients and in small batches. The company is able to produce several new beer styles, and it heavily uses Lebanese products in brewing its beer. This gives 961 Beer a unique advantage over other beer options, and it attracts customers who are looking to try something new, all while support Lebanese products. Several areas of marketing also have specific strengths. 961 Beer was able to coin the catchphrase â€Å"Are you resistant to change? † which took off in a time when the country was suffering from the effects of war. â€Å"Change† is a simple idea that is very popular in a downtrodden country, and by associating itself with such a concept, 961 Beer is able to appeal to a large group of potential customers. To further this concept, the packaging is deliberately â€Å"under-designed† and meant to be seen as simplistic, pure, and natural, which will attract customers interested in such aesthetic characteristics. The pub is also strategically placed in Beirut’s bustling nightlife scene. This helps to increase 931 Beer recognition and build brand loyalty among new customers. The pub also helps to provide as a gathering place for people to come and education themselves about the brewing process and try various types of beer. Weaknesses Like most entrepreneurs, 961 Beer was started by founders who had very little idea of what they were doing. By trial and error, Hajjar was able to brew batches of beer in his kitchen for several months until the beer began to improve. Although 2 Organizationally, the company is operating at capacity and is simply unable to produce any more for its additional customers. Also, it does not appear that 931 Beer is able to adequately predict how much demand is set to grow. Because the company is still new, there is little money for expensive advertising. This means that customers will be less mainstream, and more trendy, with the ability to follow the latest trends on the internet. Opportunities 961 Beer is the first craft beer in Lebanon in recent memory, even though Lebanon has a history in beer brewing. Education of customers leads to a fun, exciting experience that allows customers to â€Å"experience change† by trying more types of 961 Beer. This opportunity to provide a personal touch will give customers a lasting positive impression of 961 Beer. Personal interaction with customers allows the company to collect feedback on its beers and make adjustments. Customers are interested in supporting companies that heavily use Lebanese products. Particularly when the country is plagued by war, providing people the opportunity to work and be part of 931 Beer is a great way to create loyal customers. Advertising on social media is an effective way of reaching the younger, trendier crowd that is more along the lines of who is frequenting the bars and drinking on a regular basis. Threats Clearly, the colossal threat to the company’s survival is the place of its headquarters. Lebanon is routinely in wartimes, and has been through several wars with neighboring countries ever since 961 Beer began in 2006. Unfortunately, visitor levels to the 961 Bar decrease when conflict increases, which makes sales plummet. The competitive environment is monopolistic. The local beer market was monopolized by Almaza, which was acquired in 2002 by Heineken. In total, Heineken 3 controlled about 70% of the local beer market at the time 961 Beer was founded. With so much power, Heineken has pricing power that 961 Beer cannot match. Other bars became more reluctant to sell 961 Beer because the bar was seen as a threat to their own business. 961 Beer will need to befriend these bars and show them that the bars can enjoy more success by joining 961 rather than going against them. Many customers are not accustomed to drinking anything besides commercially processed, mass-produced beer from large competitors. This means that 961 Beer must educate their customers about the different types of beers and convince them to try 961 Beer. Evaluation Plan: Expand outside of Lebanon Based on the analysis performed above, it is clear that 961 Beer must expand out of Beirut, Lebanon in order to remain successful. While this will increase the risk of lesser quality or require the use of non-Lebonese products, expansion is required to ensure the company’s long-term success. Several steps must be taken before the expansion, all while 961 Beer continues to grow business in Beirut and manage bar operations. First, 961 Beer must address its capacity issues. 961 Beer seems to have had some difficulty in predicting the amount of beer it needs to brew in order to meet the growing demand. An analysis of their books will be helpful to garner a better idea of what demand will look like in the future, accounting for their company’s growth rate. Next, 961 Beer needs to establish relationships with businesses in neighboring cities and countries. Bottling and shipping beer from Lebanon is unrealistic with high likelihood of war, so 961 Beer will need to establish microbreweries within these other locations. Quality can still be maintained by ensuring that Lebanese ingredients are still used in the brew, but costs can be recuperated by charging customers in those 4 countries a higher premium for the same beer. Finally, 961 Beer needs to join international beer festivals in other countries in order to garner worldwide interest and to further increase recognition and demand among worldwide customers. There are several major risks that could undermine this plan for expansion. Clearly, the largest threat to 961 Beer is the ongoing threat of war in Lebanon and neighboring countries. Unfortunately, there is little to nothing that can be done to stop this threat. Without expanding into other countries, a war in Lebanon could wipe out the entire company. However, as discussed above, 961 Beer can minimize this risk by establishing separate microbreweries in other countries so that there is no single source where 961 Beer is brewed. Nonetheless, establishing other microbreweries increases another risk: the risk of uneven and unequal quality. 961 Beer can lessen this risk by brewing its â€Å"brewmaster’s select† along with seasonal beers to appeal to customers in the new countries. 5.

Application of Deontological ethical theory Essay

In places where there are interactions among people, ethics become one of the most important principles that guide the behaviour, decision making, and evaluating the conduct of the people. Deontological theory is used to evaluate ethics and guide people for ethical considerations. Gender ethics is one of ethical issues that is most prevalent in the society where women live is a society that denies them education, economic, and marital equity. Hence, ethics can be said to be the principles by which people live by in the society. This paper will discuss the deontological theory and how it is applied in gender ethical issues such as economic, educational, and marital equity that are prevalent in most societies. In most education insinuations across the world, admission is in part based on gender and in part in merits, which questions the ethical practice. Gender issues have led to some students been denied chances to get quality education in schools of their choice (Willingham, & Cole2013). Although the issue can be seen as ethical as the schools try to admit students while balancing the gender, it is unethical behaviour on the deontological theory point of view. Male students may be denied a chance for quality education at the expense of a female student. The society expects that a student who has passed his examinations should be in a position to secure the position of a good school and obtain quality education. Deontologists argue that, in order for the schools to portray good gender ethics, it should not discriminate in terms of gender but it should consider merits for its admissions. Gender issues concerning economic equity in work place have been perceived as the most ethical dilemma that organizations face. Some organizations discriminate women in terms of wages and employments (Baker et al., 2009). Women are paid unfair wages while some are denied employment positions based on gender. The gender discrimination can be considered as unethical on the point of view of deontological theory. In this theory, people do right to other people because the societies uphold it as corrects. In this situation, it would be ethically correct not to discriminate women based on gender since the society does not prescribe to that behaviour. On the other hand, offering competitive remunerations and employing people on merits is a socially accepted behaviour and thus follow deontological theory. Consequently, most societies regard women as lesser being when it comes to marital affaires. Women are denied rights to marital make decisions and hence they are bound by the status and the power of their husbands (Baker et al., 2009). Moreover, their roles in the family are only seen as to involve household chores and not any other occupation that is male-oriented. In deontological point of view, this is unethical behaviour and male and female should have equal rights in making marital decisions and supporting families. The strength of deontological theory is that it mandates people to be consistent in doing the right things. That is deontologists try to be consistent with their behaviour because they believe of what is morally upright (Ess, 2008). Hence, the theory can help to address the gender ethics issues across the society in that it helps people in the society to do the right thing irrespective of their situations. For example, when a person knows that discrimination based on gender is morally wrong, the person may live to protect gender equality and always avoid discrimination. In addition, the theory results in a responsible society where each person knows his or her moral obligations and strives to meet them without failure. The conflicts that may arise from the unethical behaviours as a result of people failing to meet their moral obligations is eliminated. The weakness of this theory is that is does not explain how one can ethically act when he or she encounters two moral obligations. It only defines absolute situations. In gender ethics, an employer may employ a female worker for other reasons rather than moral obligations in disguise of gender equality. For example, a female worker may be employed for sexual favours although she is qualified based on merits. This means that the employee could have employed the worker on merits but he has other reasons. Although the employee can be seen to have acted based on moral obligations, he was unethical due to preformed hiring motives. Hence, from this situation it is evident that there is a conflicting moral obligation, which the theory has not factored in when evaluating the ethical behaviours in the society (Thomasma, 2009). Conclusion                      From the paper, it is evident that gender ethical issues are one of the major ethical problems in the society. It is experienced in economic, education, and marital situations. Deontological theory tries to explain how people can act based on their moral obligations. In gender ethics, moral obligations will involve gender equality in economic, marital, and education fields. Deontologists uphold gender equality in the society since it is a moral obligation. The strength of this theory is that it helps the society to be consistent in its behaviour. However, the weakness of the theory is that it only defines absolute situations and fails to explain situations where moral obligations may be conflicting. References Baker, E. H., Sanchez, L. A., Nock, S. L., & Wright, J. D. (2009). Covenant marriage and the sanctification of gendered marital roles. Journal of Family Issues, 30(2), 147-178. Ess, C. (2008). Culture and global networks: hope for a global ethics. Information technology and moral philosophy, 195, 225.Thomasma, D. C. (2009). Theories of medical ethics: the philosophical structure. Military Medical Ethics, 1, 23-60. Willingham, W. W., & Cole, N. S. (2013). Gender and fair assessment. Routledge. Source document