Submitted to the Chairman Essay Example | Topics and Well Written Essays - 3000 words

Submitted to the Chairman - Essay Example From the discussion it is clear that the healthcare sector, even though like any other business, has its own unique challenges such as uncertainties, powerful professionals at play, high utilization of technology, shortage of professionals and inconsistent external demands. All of these challenges can be mitigated by developing leaders through transformative learning, with a focus on the strategic goals and a long-term perspective.This study highlights that the Chairman returned from an industry leaders’ seminar with two major concerns – a paradigm shift from an Industrial Age to an Informational Age that is transforming what it means to be an effective leader, and new business models and leadership thinking and practices must emerge if businesses are to survive in the new environment as result of the GFC. These concerns have been addresses in the context of the healthcare industry.  The leadership so far was meant for a world of slower change, limited information flo w and clearer boundaries. With an accelerated pace of technological change and the proliferation of the internet, people today have a keenness to have a voice in the decision-making.  Globalization has led to better education systems which have awakened the consciousness of the people for better governance and leadership. Reflection has become a commonly adopted mode of finding innovative ways to deal with problems.  The basic assumptions are eroding and today clear boundaries do not exist between groups, organizations and sectors.

List Comparing And Contrasting Benefits And Burdens Of Industrialization Essay Example for Free

List Comparing And Contrasting Benefits And Burdens Of Industrialization Essay Industrialization in the first place led to increased production, through the dynamic changes in modes of production whereby it replaced the human labor with machines. This enlarged the societies from agricultural to industrial based societies. However though beneficial these industries over time have impacted negatively on the environment as they lead to environmental pollution e. g. through their emissions of harmful oxides into the atmosphere. It led to the development of cities and towns thus contributing to rural urban migrations by people to seek jobs/ employment in the cities. This movement to towns resulted to urbanization. Since now that the industries used machines production improved and became faster. This in return impacted negatively as more items were produced in bulky, leading to reduction of their market prices, as explained by the theory of supply and demand, â€Å" the higher the supply the lower the demand† (Hamilton 1995) Industrialization also led to expansion of trade and businesses throughout the world by offering a medium of transportation i.  e. through the rail roads. Due to this there was need for construction of more railroads which then created employment to the members of the society. During these constructions there was heavy clearance of vegetation, trees and forests to create enough space for building the roads and raw materials manufacturing industries. This resulted to environmental degradation as trees were fallen and the soil left bare. To add on the it resulted to pollution from the trains using the roads. Industrialization brought about new technology of learning that is writing in books, thus establishing paper manufacturing industries. This contributed to knowledge and ideas acquisition however it is disadvantageous in that it led to clearance of many tree species for pulp resulting to deforestation and species extinction. Reference Wolfgang. S, Angela. D. ( 1995). Disenchanted Night: The Industrialization of Light in the Nineteenth Century. Published by University of California Press: San Diego

Analysis Of Tescos Corporate Strategy

Analysis Of Tescos Corporate Strategy In this report I have discussed Tescos corporate strategy. The first section provides background into the company and shows that it currently dominates the UK grocery market. The next section explains the importance of a corporate strategy for long term success in any market place. Tescos is operating a two tier strategy; the first includes expansion into non food products within the UK market and creating strategic alliance with RBS for example, to create Tesco Personal Finance. The next one includes aggressive expansion into overseas grocery markets. The main aim of this report will be to study the corporate strategy regarding expansion into Middle East India. This is followed by a review of Tescos expansion plans explaining why it is necessary for Tescos to expand into overseas markets. Some of the points discussed are that Tescos UK market share in the grocery has reached a saturation point and it faces price wars from budget supermarkets such as Lidl which puts a downward pressure on profit margins. Also, Tesco earns three quarters of its revenue from UK sales and in a competitive environment it and needs to expand into India and the Middle East to increase revenue sources. The next section provides analysis on Tescos corporate strategy. The first part of the analysis is based on Porters Generic Strategy that provide options available to Tesco to sustain a competitive advantage. Cost Leadership strategy is suitable for operations in India as low prices will attract volume sales. However a combination of differentiation and niche strategy is necessary to remain profitable in UAE market due to its smaller population but higher GDP per capita. Porters five forces model is used to assess the competition in the target market with use of generic strategys attributes to defend against these competitive forces. SWOT analysis is carried out to analyze Tescos present corporate strategy showing the external factors that influence the business. Strengths include Tescos high growth in UK and overseas and its commercial standing and known brand. It has access to cheap lending and Economies of scale. Its biggest strength is its consumer oriented approach which caters to needs and demands for local consumers. Weaknesses include potential to enter into price wars with has a detrimental affect on profit margins. Also while it may offer multiple non food product lines it may not be able to compete with specialist retailers. Finally regulatory barriers in India that restrict foreign ownership of retail stores could slow down expansion into the region. The report concludes by evaluating the present corporate strategy for Tescos expansion into overseas grocery markets. The expansion is important to sustain a competitive edge. Tesco needs to ensure that in order for successful expansion it needs to remain flexible and consumer oriented and avoid mistakes made by Walmart in Germany and Brazil and Carrefour in Eastern Europe. Introduction Background Tesco was founded in 1919 by Jack Cohen in East London, It is now a UK-based international grocery and general merchandising retail chain. It is the largest British retailer by both global sales and domestic market share, with profits exceeding  £3 billion. It is currently the second largest retailer in the world based on profit. Originally specialising in food and drink, it has diversified into areas such as clothing, consumer electronics, financial services, telecoms, and home and health products. (http://www.tescoplc.com/plc/about_us/tesco_story/) The aim of this report is to analyse Tescos present corporate strategy with emphasis on what it could do to improve its business. I will provide evidence and reasons on why the companys present strategy has potentially high profitability and the aspects that need to be altered. Even though Tescos primary business of selling groceries is not unique but it is the business model that differentiates it from the rest and maintains its global market share. It has generated high profits through aggressive overseas expansion into US, Eastern Europe and South East Asia. It has maintained a strong customer focused business model, with extensive use of its club card loyalty scheme and utilizing top of the range information systems to maintain a very efficient supply chain. (P. McGoldrick, 2002) Tescos Corporate Strategy Strategic management is a set of managerial decisions and actions that determine the long term performance of a corporation. Many companies can manage short term bursts with high performance but only a few can sustain it over a long period of time.Of the original Forbes 100 companies listed in 1917, only 13 are still in business. (E.D. Beinhocker, 2006) In the last decade, Tesco brought about a lot of strategic changes and has grown to become UKs number one retailer. It is also considered to be one of Europes fastest growing financial company and probably the most successful internet supermarket in the world. (A. Seth G. Randall ,1999) Tescos is operating a two tier expansion strategy. The first part is expansion into non food sector within its home market in the UK. This includes offering home and health, pharmacy, telecommunications and financial services products. It has continued to maintain its market share in its grocery sales via aggressive pricing and targeted marketing while expanding into more risky and high profit areas with good success. Tesco setup a strategic alliance with Royal Bank of Scotland whereby it offers most of RBS banking services in its stores around the UK. It has taken advantage of its widespread network of stores. In 2008 Tesco Personal Finance had posted  £71m half year profits with 5.6m customer accounts. It is aiming to increase that profit including from other services including telecommunications to  £1bn. (J. Bamford and D. Ernst, 2002) http://news.bbc.co.uk/1/hi/business/6257331.stm (The Economist, Supermarket Finance: A Mortgage from Tesco? 2nd Oct 2008) The second part of Tescos strategy is to expand its grocery business into Continental Europe, India, South East Asia and the Middle East Review of Tescos Expansion Plans Tesco has had great success in the UK market where it has gained over 30% of the grocery market share. There are too many hurdles such as restrictions from competition commission and local groups that will not allow Tesco to open many stores in new locations along with planning restriction in the UK. It has however continued to profit from its share in financial services and telecommunications sector. It also gained the first mover advantage when it launched tesco.com. From the figure above, we can deduce that majority of Tescos sales are from its UK operations (100-23.4 = 76.6%). This makes it more important to continue aggressive international expansion as it provides more opportunities for revenue growth. The UK grocery market share has reached a saturation point. With low cost brands such as Lidl and aggressive price war with ASDA in the UK, the profit margin for grocery products have fallen. The strategy is to diversity grocery sales into other countries and make use of the fast growing economy of India and cash heavy consumer of United Arab Emirates. In todays competitive environment Tesco cannot rely on three quarters of its revenues from one country. Of the worlds top 250 retailers, 104 have no international operations at all, according to Deloitte, a consultancy firm. Tesco could be the first one to enter the market in UAE and India to obtain the first mover advantage. (The Economist, Global Retailing:Trouble At Till, 2nd Nov 2006) In this report I will concentrate on Tescos strategy for overseas expansion in the grocery market as I believe it carries more opportunities and has higher growth potential. The primary objective of this report is on Tescos expansion plan in the India the Middle East. Analysis of Tescos Corporate Strategy The reason to carry out external analysis is to identify potential opportunities and threats facing Tesco. External analysis provides information that strategic managers use in planning, decision making and strategy formulation. It helps reduce environmental uncertainty (B.K. Boyd J. Fulk, 1996) Michael Porter has made major contribution to corporate strategy and I will use some models to judge potential of success for Tescos existing corporate strategy. Porters Generic Strategies They outline the three main strategic options available to Tesco to achieve a sustainable competitive advantage. They are cost leadership, differentiation and focus/niche strategy. http://tatler.typepad.com/images/strategy.jpg Cost Leadership: The company producing products at the lowest cost can obtain competitive advantage. This strategy is suited to Tescos business operations in India as currently their involvement is restricted to wholesale sector. Foreign firms in India are unable to have 100% ownership at retail statge. Technopak, a Delhi-based retail consultancy, expects Indian retail sales to rise to nearly $430 billion by 2010. Modern retailers share will rise from just 3% now to 16-18%, it says. A low cost/low price business model will yield the highest returns and sales volumes due to size of Indias population. (The Economist, Retailing: Setting up shop in India, 2nd Nov 2006) Differentiation: It involves selling products that have unique attributes preferred by customers and as a result they are willing to pay a higher price. Although Tescos business of selling grocery products is not unique, Its business model differentiates it from rivals. Especially its club card loyalty program that allows Tesco to react to changes in consumer preferences faster and gain advantage by being the first one to address any new demand for products. Niche: Its usually suited to smaller corporations, they can enter particular segment of the market and offer specialist products. Michael Porter argued that in order to be successful in the long run, a firm must choose one of the strategies or they will not benefit. However, contemporary research has shown evidence of firms practicing such a hybrid strategy. Hambrick (1983 cited by Kim et al. 2004, p.25) identified successful organisations that adopt a mixture of low cost and differentiation strategy. A combination of differentiation and niche strategy would be most effective in the UAE market. First of all due to small population of 6m, Cost leadership model would not work as there is little potential for higher sales volumes. UAE is still a developing market and there are not many supermarkets chains with large market share. Also Tesco could offer unique products, such as its healthy living range and finest brand range that would appeal to the expatriates community which makes up 80% of UAEs population. GDP per capita of UAE is over $54,614 and high disposable income due to absence of income tax, this makes i t an ideal market for niche, high end products that carry high profit margin. M. Porter, Competitive Strategy: Techniques for Analysing Industries and Competitors http://tatler.typepad.com/images/strategy.jpg (The Economist, Retailing: Setting up shop in India, 2nd Nov 2006) Porters 5 Forces Porter explains that there are five forces inherent in markets that determine the level of competition and profitability for Tesco in UAE and India. The first force is the threat posed by new entrants, Tescos rivals, Wal-Mart and Carrefour are also expanding into overseas markets and this could lead to aggressive pricing to retain market share which may have a detrimental effect on profit margins. Currently Tesco has sufficient purchasing power to experience economies of scale which acts as a barrier to entry for other businesses. Also, it is planning a partnership with Bharti Enterprises in India where by Tesco will control wholesale market and distribution network responsible for supplying products to 5000 stores. (The Economist, Retailing: Setting Up Shop In India, 2nd Nov 2006) The second force is threat of substitutes, Grocery products have highly elastic demand and customers have alternatives if price is set too high. For example, in UAE retail sector, Tesco could establish itself as a premium grocery retailer. Once way to reduce the threat of substitutes is to diversify the business and expand into non food sectors. It could form strategic alliance with local firms to offer services, similar to its partnership with RBS in the UK. The third force is the threats from the bargaining power of buyers, this is strong for all retailers in the grocery market. It could gain significant market share if it offers products to cater for western expatriates as currently there is limited availability of English grocery items. Also, it could reduce threat of substitutes by extending its loyalty program to the UAE. Such as club card scheme, Healthy living club and Tesco Vine club etc. With prices for eating out rising fast, it could offer healthy and finest range ready meals to increase its customer base. Finally the threats from the suppliers bargaining power, its fairly low for Tesco as its usually a major customer for most suppliers and has the power to control its supplier pricing to an extent. Also in terms of rivalry, there is several small supermarkets within the UAE but none of the big ones such as Carrefour and Wal-Mart have yet entered the market. The five forces analysis gives an improved understanding of the degree of competition faced by Tesco. The analysis shows that the grocery industry can be highly competitive, with buyers possessing powerful influence over the large number of substitute brands available to them. From the previous section we can see that generic strategies each have attributes that help to defend against competitive forces. SWOT Analysis SWOT analysis has proven to be the most enduring analytical technique used in strategic management. In a 2007 McKinsey Co global survey of 2700 executives, 82% stated that the most relevant activity for strategy formulation were evaluating the strengths and weaknesses of the organisations and identifying top environmental trends affecting business performance over 3-5 years. (J. Choi, D. Lovallo A. Tarasova, McKinsey Quarterly Online, July 2007) Strengths Tesco has published sales gain of 13% for UK markets which is higher than rivals in the UK and 26% revenue growth in international markets. Tesco has a strong brand and excellent commercial standing. It won the retailer of the year 2008 award at World Retail Awards. On basis of its size and credit worthiness, Tesco can experience economies of scale and obtain funding for expansion into India/UAE even during credit crisis. Tescos approach is very flexible, they dont always push the Tesco brand name unless it has an advantage when entering a market, for example in Turkey Tesco maintained the name Kipa as local customers were familiar with it. http://www.worldretailcongress.com/page.cfm/action=Archive/ArchiveID=7/EntryID=1 http://news.bbc.co.uk/1/hi/business/4781458.stm (The Economist, Global Retailing: Trouble At Till, 2nd Nov 2006) http://www.worldretailcongress.com/page.cfm/action=Archive/ArchiveID=7/EntryID=1 Weaknesses There are regulatory barriers in obtaining retail trade licences in India. At present a foreign company can only operate as a distributor/wholesaler. However it is still a good opportunity to enter the market as a wholesaler and establish a distribution network. If it enters into a price war with local retailers, the margins will suffer and since UAE population is only 6million, the low margin high volume strategy will not be effective. Tesco is a public company and if it spends too much of its capital on overseas expansion the UK market may suffer in the short term and shareholder may oppose some expansion decisions. Tesco may offer multiple product lines in the same store, but since there are specialist stores for electrical products for example; Tesco may struggle in non food sector. (The Economist, Retailing: Setting up shop in India, 2nd Nov 2006) Opportunities UAE allow foreign investment and ownership which combined with ease of funding provide low barriers to market entry. Tesco has created a very efficient home delivery network in the UK, It could utilise its expertise to create the very first home delivery service for grocery products in the UAE. With wide access to the internet among UAE residents, Tesco could enter the online market for food and non food product. Economic growth in India has maintained at 6-8% per annum Despite the credit crunch UAE has experienced a growth rate of 23%in 2008 with double digit growth in grocery sales. The GDP per capita of a UAE is $54,607 making it an ideal location to offer high margin top end products such as the Tescos finest range. Tesco could follow its business model in the UK to setup strategic alliance with local firms to diversify its products and services on offer. http://uaeinteract.com/docs/UAE_GDP_soars_23_to_Dh934_billion_in_2008_/36962.htm http://www.imf.org/external/pubs/ft/weo/2009/02/weodata/index.aspx http://www.arabianbusiness.com/574404-uae-grocery-sales-growth-slumps-in-2009 Threats Rising prices of raw materials and food products may lower profit margins. People tend to vary of new brands. This problem can be overcome since Tesco has a strong internationally recognised brand. In addition Tesco tends to enter the market via partnerships or familiar brand name to avoid alienating the local consumer. Local communities in some parts oppose Tesco and other major retailers from setting up stores as they believe it will destroy their community and small businesses. Lower available income will impact and strategic focus may need to change to lower priced basic products with less focus on higher priced brands suggesting a switch in price architecture. Retailers who set out on foreign adventures need to remember three basic rules. First, dont forget the local touch. Wal-Mart got off to a bad start in Germany by appointing a country manager who did not speak German. In Brazil it failed to notice that people like to shop en famille: the aisles of its shops were too narrow to accommodate the standard family party. Successful foreign adventurers adjust their formats to local needs. BQ, a British do-it-yourself retailer, discovered that Chinese people look down their noses at doing things themselves. It became a buy-it-yourself, and get somebody else to do it for you, retailer. Second, make sure your timing is right. In 1995 Yaohan, an aggressive Japanese retailer, opened one of the worlds biggest department stores in Shanghai. It planned to build 1,000 Chinese shops. But a decade ago Chinese people were too poor to support its vision and in 1997 Yaohan filed for bankruptcy. Third, be selective about what you try. Tesco, which has been pretty successful in foreign markets, is shortly going into America-but with convenience stores only, because it reckons the supermarket business is too crowded. (The Economist, Global Retailing: Trouble At Till, 2nd Nov 2006) Conclusion In this era of globalisation an organisation can no longer trade in its locality and sustain a competitive advantage. Tesco needs to continue its expansion overseas as UK market has reached saturation point in the grocery sector. It needs at least half of its revenues from overseas operations to reduce its over reliance on UK sales. The Porters generic strategy and SWOT analysis shows some promising opportunities in India and UAE which could turn into profitable operations. Some of the potential threats can easily be overcome. The key to success for Tesco in its expansion strategy is flexibility and timing. India has recently allowed some Foreign Direct Investment even though its restricted to ownership of wholesale sector, its a good opportunity as retail sales in India are forecasted to be $430bn by 2010. Unlike Wal-Mart which failed to enter the market in Germany and Brazil due to lack of knowledge of local trends and consumer preferences. Tesco has been successful in entering several overseas markets. This is due to their consumer oriented approach and their study of local demand prior to setting up. Before expanding into the US, researchers, including a small cohort of Tescos top executives, spent two weeks living with 60 American families and studied their grocery purchasing habits. Strategic management is an ongoing process, the key for managers is to remain flexible, open and alert to changing circumstances. Strategies dont always succeed, results may fall short due to internal short coming or predictions about external opportunities and threats were inaccurate. Whatever the reason we change the strategy as needed to take advantage of new information.

Breast Cancer Essay -- essays research papers

BREAST CANCER I) Anatomy of the breast   Ã‚  Ã‚  Ã‚  Ã‚  The breast is a gland designed to make milk.   Ã‚  Ã‚  Ã‚  Ã‚   II) What is breast cancer?   Ã‚  Ã‚  Ã‚  Ã‚  Breast cancer is an abnormal growth of cells.   Ã‚  Ã‚  Ã‚  Ã‚  These abnormal growths are called tumors. Not all tumors are cancerous.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Non-cancerous tumors – benign   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Cancerous tumors – malignant   Ã‚  Ã‚  Ã‚  Ã‚  If not treated the cancer may spread to other parts of the body.   Ã‚  Ã‚  Ã‚  Ã‚  Breast cancer is the most common malignancy in women and the   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  second leading cause of cancer death next to lung cancer.   Ã‚  Ã‚  Ã‚  Ã‚  The incidence of breast cancer is very low in women in their twenties,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  plateaus at 45 and the increase dramatically after fifty. Fifty   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  percent of breast cancer is diagnosed in women over sixty-five. III) Risk factors   Ã‚  Ã‚  Ã‚  Ã‚  Early onset of menses/menstrual cycle prior to age 12   Ã‚  Ã‚  Ã‚  Ã‚  Menopause   Ã‚  Ã‚  Ã‚  Ã‚  Diets high in saturated fats   Ã‚  Ã‚  Ã‚  Ã‚  Family history   Ã‚  Ã‚  Ã‚  Ã‚  Late or no pregnancies   Ã‚  Ã‚  Ã‚  Ã‚  Moderate alcohol intake   Ã‚  Ã‚  Ã‚  Ã‚  Smoking   Ã‚  Ã‚  Ã‚  Ã‚  History of prior breast cancer   Ã‚  Ã‚  Ã‚  Ã‚  Estrogen replacement therapy   Ã‚  Ã‚  Ã‚  Ã‚  Therapeutic radiation to chest wall   Ã‚  Ã‚  Ã‚  Ã‚  Gene mutations   Ã‚  Ã‚  Ã‚  Ã‚  Moderate obesity   Ã‚  Ã‚  Ã‚  Ã‚  Female **Every woman is at some risk for breast cancer (does not necessarily mean that just because it does not run in your family that you will not develop breast cancer – According to the National Breast Cancer Foundation 85% of women with breast cancer have a negative family history   Ã‚  Ã‚  Ã‚  Ã‚   IV) Symptoms/Early signs   Ã‚  Ã‚  Ã‚  Ã‚  A lump in or near your breast   Ã‚  Ã‚  Ã‚  Ã‚  A change in the size or shape of your breast   Ã‚  Ã‚  Ã‚  &nbs... ...run in your family, you will not get it.   Ã‚  Ã‚  Ã‚  Ã‚  NO – every woman has some risk of breast cancer, 85% of women who get breast   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  cancer has no known family history   Ã‚  Ã‚  Ã‚  Ã‚  Only your mother’s family history of breast cancer can affect your risk.   Ã‚  Ã‚  Ã‚  Ã‚  NO – a history in your mother or father’s family will influence equally   Ã‚  Ã‚  Ã‚  Ã‚  Using antiperspirants causes breast cancer.   Ã‚  Ã‚  Ã‚  Ã‚  NO – there is no evidence that influences breast cancer risk   Ã‚  Ã‚  Ã‚  Ã‚  Birth control pills cause breast cancer.   Ã‚  Ã‚  Ã‚  Ã‚  NO – most birth control pills contain a low dose of estrogens and progesterone   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  (they however can provide protection against ovarian cancer)   Ã‚  Ã‚  Ã‚  Ã‚  Breast cancer diagnosis is an automatic death sentence   Ã‚  Ã‚  Ã‚  Ã‚  NO – 96% of women diagnosed with breast cancer live at least 5 years, more than   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  70% will survive 10 years

Nissan Leaf Essay

1. Introduction According to Nissan Global (2011), â€Å"The Nissan Leaf is the world’s first 100-percent electric, zero-emission car designed for the mass market. With its advanced powertrain, Nissan Leaf provides a totally new driving experience, with its smooth and responsive acceleration, stable handling, and quietness. Incorporating the latest IT systems, Nissan Leaf is always connected to driving support functions for a secure and convenient ownership experience. Nissan Leaf was launched in December 2010 in Japan and the United States and in 2011 in Europe and other markets. The Leaf has won numerous international accolades, including the prestigious 2011 European Car of the Year, 2011 World Car of the Year and 2011-12 Cars of the Year Japan awards†. The continuous success of the Nissan Leaf electric car in the Japan and United States market is considered the developmental platform to expand into the Asian market, especially in the Vietnam market. As the Global Advertising Director on behalf of Nissan Cars announces that the Nissan Leaf electric car will be launched in January 2013 and other launched events relevant to the Nissan Leaf lasting within 3 months. It is expected to create a green trend for the transportation. 2. Vietnamese market analysis 2.1 Current market analysis The car market in Vietnam is tending to grow strongly by three impacts. Firstly, the customers consider car as the main vehicle for the transportation increasingly more. Especially, as reported on Tienphong (2012), the individual-car segmentation raised up to 15% in 2012. This indicates that an increase in the customers’ interest in purchasing cars. Furthermore, DanTri (2011) reported that the economic crisis has changed in the automobile market leading that the consumer tastes have changed, and they tend to purchase small cars with the good operation, facilities, affordable price and ability to save fuel. Finally, Trends (2010) article indicated that: â€Å"There is a tendency towards electric cars, supported by the emission legislation†. Based on these current situations, the Nissan Leaf car’s design and operation are one of the advantages likely to gain the attention in the Vietnamese customers’ mind and the automotive market. 2.2 Target audience Customers of the Nissan Leaf electric car will be focused on 2 age groups: 25-35 and 36-49 years old with an income monthly of 25 million VND and above. The gender is mostly for women because they support green activities such as buying an eco-friendly car more than men. Besides, customers are noticed by 2 main type of personality: Thinker and Innovator. Thinkers often have an educated orientation and good environmental awareness. Innovators tend to grasp new technology and set trends. Additionally, there is a possible prediction for families that parent might purchase electric car for their children. Therefore, parent will be in 45-55 years old with the modern lifestyle. 3. Advertising Objectives In the first 3 months of the launch period, there are 3 advertising objectives are identified obviously: 1. Within 2 months of the launch period, building 70 % awareness of the target audience about the Nissan Leaf that is not a hybrid car, it’s completely electric, it has no gasoline or diesel powered engine to supplement for power; that is an environmental brand with the good operations and friendly features as other diesel powered cars 2. Achieve 30% of the remaining target audience to understand the basic information of the Nissan Leaf 3. Convince two-thirds of the prospective customers to visit a retailer for a test drive 3.1 Target audience evaluation â€Å"Green life† is becoming the most compelling term to Vietnamese consumers. The benefit of green activities is socially approved since numerous undertaken researches. Therefore, the strengths of Nissan Leaf electric car that are utilizing no fossil fuels, there are no emissions; will be the great attention of the social because of its positive eco-impacts. These evidences will efficiently support our advertising objectives which use green-conscious lifestyle as a key to influences their target audiences. 4. The creative strategy 4.1 Creative platform 4.2 Advertising Appeal As indicated by V.K.Reddy on Scribd (2012), â€Å"Advertising appeals aim to influence the way consumers view themselves and how buying certain products  can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers†. Therefore, by identifying the advertising appeals, the specific wants or needs of customers will be reached effectively. The advertisement is blended between Rational appeals accorded to William.F.A, Michael.F.W and Christian Arens’s the broad category of appeals (2011, p.342), and Music appeals is mentioned by V.K.Reddy on Scribd (2012) Rational Appeals Music Appeals â€Å"Rational appeals are directed at customer’s practical, functional need for the product or service†. (William.F.A, Michael.F.W and Christian Arens, 2012, p.432). It means that the rational appeals emphasize the features and characteristics of the product or service to highlight the benefits of using the specific brand. When applying Rational appeals into the Nissan Leaf advertising, there is an increase in customers’ product understanding and credibility because they have a clear view and proper information as the ads might show the product’s operations and outstanding facilities to have a lively product-picture for customers. Besides, it offers an explanation of how it runs or other information such as the contact number, websites so that customers can evaluate quickly the product benefits According to V.K.Reddy on Scribd (2012), music has a certain intrinsic value and can help to increase the persuasiveness of the advertisement. It also helps to cap ture the attention and retention of customers. When Music appeals are used in the ads, customers can base on the melody as the product identification to recall the product. Music appeals in the ads should be gentle and emotional. 4.3 Advertising Executional Styles The advertising styles identification is an important work because it has a great influence on the customers’ perception. How do you convince customers to believe in the product during a few seconds of the advertisement? Therefore, the advertising styles are the impacted key to your success. In the Nissan Leaf advertisement, there are 2 advertising styles applied in to  express the product’s features: Lifestyle Demonstration As presented about Advertising and Execution Styles by Brandon Schuster on Slideshare (2011), â€Å"Lifestyle shows how well the product will fit in the customer’s lifestyle†. Based on the features of Lifestyle style, the Nissan Leaf ads create 2 conflicting worlds to makes customers imagine how the product is useful for them in their normal life, how it can impact on their driving habits. Thereby, customers can filter the product benefits leading to the decision Demonstration style is interactive way to advertise the product because customers will have opportunities to find out additional information after seeing the advertisement, thereby, the expected benefits are shown to customers. Applied in the Nissan Leaf, the demonstration style helps to show how the operating system runs, how to use the facilities and to charge safety the battery. 4.4 TV Commercial Storyboard The story starts with the scene of the up-down world space: The Down-World’s life is dark, has many dust and smoke, the citizens have to wear masks whereas; the Up-world is bright, peaceful and has lots of trees. The Down citizens always ask themselves: â€Å"Why can the Up create the beautiful world like that?† shown by the scene that the down citizens often look their face up. The music in this section is gentle and sophisticated. One day, a Down citizen find out a pipe to climb to the Up, he decides to find the answer. This scene is presented by his eye motions showing the seconds he was making decision with the faster beat music. After climbing, he is surprised by the wonderful Up world, especially, when he sees a car. He sits into the car and drives it. In these scenes, the character will perform how to use the car’s operating systems and other functions. The driving car speed is performed by the scene: when the car crosses a tree, it creates a gust of wind blew a leaf following to the car. At the end, he stops and charges the battery. The leaf falls in the Nissan symbol and the logo/ slogan of Nissan occurs. 4.5 Overview of Media There are varied media vehicles to advertise the product; however, each product needs to identify the specific media vehicles to maximize their advantages for the product features. The Nissan Leaf Advertisement uses 3 main media vehicles including print, electric media and social media. Firstly, magazines are used as the first consideration in terms of print media because it is the best medium to narrow down to selected markets and allows an advertiser to reach a particular target audience with a high-quality presentation. It is strategically placed to appeal the different interests. Secondly, TV as electric media has a mass power to cover and reach huge audiences quickly and frequently. Especially, Nissan Leaf is a new product for the Vietnam market, the TV impacts is the key to reach the customer’s attention. Therefore, it brings more opportunities to express the brand with personality and image. Finally, social media is a highly interactive vehicle to evaluate easily the cu stomer response. 5. Media plan The media plan of the campaign will spread over 3 months: February-March-April in 2013. In the first month of the launch period, the core media vehicles are used frequently to build the Nissan Leaf awareness and the customer’s retention. The third month will focus more on direct marketing activities to recall the Nissan Leaf. 5. Evaluation â€Å"Advertising is one of the largest costs in a company’s marketing budget. No wonder its effectiveness is a major concern!† (William.F.A, Michael.F.W and Christian Arens, 2011, p.234). In order to evaluate the effectiveness of the plan, testing is the important tool used to measure the advertising dollars is sent worthily. The evaluation is divided into 2 testing: pretesting and post-testing. Pretesting Post-testing Purpose: Estimate the reaction level of the target customers in the marketplace Time: January-2012 Method: Use a process called â€Å"Benefit testing†. As explained by William.F.A, Michael.F.W and Christian Arens (2011, p.235), The process is presenting the core product benefits to a group of customers in a focus group. Thereby, the  most persuasive or compelling benefits the group considers will be identified. Time: May-2013 Method: For electric media: Use â€Å"Advertising Tracking measurement† Collect Feedback from Feedback devices: toll-free numbers and Web addresses provided in ads so that the responses or redemptions can be made to estimate the impact of advertising media. Examine the rating of programmes For prints: base on â€Å"Tear-sheets†- Copy of the ads for verification purposes as indicated on Admedia (2007) 6. PR Tactics PR Tactics Description Supported aspect Press Releases The tool of publicity for the launch period. It is important to write effective news releases and submit them to editors so that they may publish in their publication. Serve to build the product awareness in the first days, increase the visibility of the brand, and may be an excellent way to find new potential customers for the Nissan Leaf Trade show Be organized before the media plan and interacts with it by inviting journalists to interview about the Nissan Leaf and write articles. By using press relationships, it can often lead to press coverage that money cannot buy. It is a highly visible action for participants and observers and helpful when needing to speak louder than words and to attract news media audiences Invite international organizations FFI (Fauna and Flora International) IUCN (International Union for Conversation of Nature) to support the Nissan Leaf image and cooperate during the launch period. Based on the reputation and credibility of these organizations, it helps to improve consumer perception of EVs as a whole  could be the most effective strategy given the perception positioning goals Sponsorship Be a sponsor of Go Green Club. Members of Go Green, will cycle in the third moth of the launch period This will attract other eco-friendly supporters. All of which fit into a good consumer niche for the Nissan Leaf. 7. Advertising’s role in Marketing Mix Advertising is one of the most important factors affecting directly for the success, therefore, the advertising plan plays a mass role in the marketing mix elements for the Nissan Leaf. 4P’s element Advertising Role in Product Product is the core element in the marketing mix because the market demand bases on the product’s utility and popularity. According to William.F.A, Michael.F.W and Christian Arens (2011, p.66), â€Å"An ad may not address a product’s quality directly, the positive image conveyed by advertising implies quality†. It means that advertising creates the added value for the Nissan Leaf. Especially, Nissan Leaf is a new product in the Vietnam car-market, advertising and PR activities as Trade Show are used to introduce and educate customers about it. Thereby, Advertising ensures the survival and success of the Nissan Leaf. Besides, Advertising and PR create demand for the Nissan Leaf because they spread information about the product and increases customers’ positive awareness through technological advances of the media and the power of press release. Price Buyers are always sensitive about the market price, therefore, â€Å"advertising has the effect of keeping prices down. That again serves the consumer’s self-interest†. (William.F.A, Michael.F.W and Christian Arens, 2011, p.66) Besides, according to William.F.A, Michael.F.W and Christian Arens, advertising and PR may attract many manufacturers to engage in mass production. Thereby, the unit cost for unit product may decrease leading the lower price. Place There are various channels of distribution including direct and indirect channels to deliver the Nissan Leaf to more markets. Especially in the large-scale distribution, advertising plays an important part in distributing process. It will maximize the areas where distribution is not to reach, ensure that smooth distribution of goods and keep customers well-informed. Promotion When implementing the marketing mix, the Nissan Leaf will introduce sales promotion campaign to capture the target audience and potential customers. PR and advertising are instruments of Sales promotions so that customers may update, be informed on the sales promotions. 8. Conclusion Nissan Leaf provides electric cars which are targeted to the Vietnamese women market with purpose of building the Nissan Leaf awareness for Vietnamese customers and convincing them to change their driving habits by purchasing them. The goal of advertising plan in 3 months is promoting the Vietnamese car market for Nissan Leaf and aiming to persuade women consumers by an advertising image for Nissan Leaf as a zero-emission product that can bring many significant health benefits as well as fine state. References: 1. Nissan Global (2011). Nissan Leaf. [Online] 2011. Available from: http://www.nissan-global.com/EN/NISSAN/LEAF/ [Accessed: November, 17th, 2011] 2. Tienphong (2012). Thá »â€¹ trÆ °Ã¡ » ng à ´ tà ´ Ä‘ang là ª lá º ¿t leo dá »â€˜c. [Online] October, 9th, 2012. Available from: http://www.tienphong.vn/xe/594690/Thi-truong-o-to-dang-le-let-leo-doc-tpov.html [Accessed: November, 17th, 2011] Translation: Tienphong (2012). The automotive market is increasing uphill. [Online] October, 9th, 2012. Available from: http://www.tienphong.vn/xe/594690/Thi-truong-o-to-dang-le-let-leo-doc-tpov.html [Accessed: November, 17th, 2011] 3. Dantri (2011). Thá »â€¹ trÆ °Ã¡ » ng à ´ tà ´ Má » ¹ nÄÆ'm 2011: Xe nhá »  là ªn ngà ´i. [Online] December, 26th, 2011.

Free Essays on Aristotle Vs. Plato

Introduction The Chinese revolution of 1949 was one of the most momentous events of this century. The old order, dominated by warlords, police terror and the rivalries of Western and Japanese imperialists, was overthrown by a millions-strong peasant army. For a quarter of the human race, the way seemed open to eradicate the roots of poverty, misery and famine, and build a better society. â€Å"The Chinese people have stood up†, declared Mao Zedong at the official founding of People’s China – and millions around the world believed him. The impact of the Chinese experience was to be even stronger in the political explosion of the late 1960s. As students and workers across the industrialised world moved into battle against their ruling classes, many socialists looked to China for inspiration. Mao’s opposition to both American and Russian imperialism, and his declared support for national liberation movements, seemed to put him on their side of the barricades. And the Cultural Revolution seemed proof that a socialist society could save itself from bureaucracy through a constant process of struggle. Few socialists today look to China for inspiration. The illusions of â€Å"Maoism† have been shattered by Mao’s successors, who have systematically ditched everything that was distinctive about Mao’s strategy for economic development. â€Å"Self-reliance† has gone, to be replaced by â€Å"market socialism†. The Cultural Revolution is now – rightly – described as a major disaster. And China’s new rulers have admitted that the economy can only be modernised by its integration into the world economy. China has become part of the world system it once seemed to want to overthrow. Yet at bottom Mao and his successors shared the same aim – to build a powerful economy which could compete with the rest of the world. The needs and aspirations of Chinese workers and peasants have always been subordinated to that aim. The â€Å"socialist... Free Essays on Aristotle Vs. Plato Free Essays on Aristotle Vs. Plato Introduction The Chinese revolution of 1949 was one of the most momentous events of this century. The old order, dominated by warlords, police terror and the rivalries of Western and Japanese imperialists, was overthrown by a millions-strong peasant army. For a quarter of the human race, the way seemed open to eradicate the roots of poverty, misery and famine, and build a better society. â€Å"The Chinese people have stood up†, declared Mao Zedong at the official founding of People’s China – and millions around the world believed him. The impact of the Chinese experience was to be even stronger in the political explosion of the late 1960s. As students and workers across the industrialised world moved into battle against their ruling classes, many socialists looked to China for inspiration. Mao’s opposition to both American and Russian imperialism, and his declared support for national liberation movements, seemed to put him on their side of the barricades. And the Cultural Revolution seemed proof that a socialist society could save itself from bureaucracy through a constant process of struggle. Few socialists today look to China for inspiration. The illusions of â€Å"Maoism† have been shattered by Mao’s successors, who have systematically ditched everything that was distinctive about Mao’s strategy for economic development. â€Å"Self-reliance† has gone, to be replaced by â€Å"market socialism†. The Cultural Revolution is now – rightly – described as a major disaster. And China’s new rulers have admitted that the economy can only be modernised by its integration into the world economy. China has become part of the world system it once seemed to want to overthrow. Yet at bottom Mao and his successors shared the same aim – to build a powerful economy which could compete with the rest of the world. The needs and aspirations of Chinese workers and peasants have always been subordinated to that aim. The â€Å"socialist...