The ancient Mediterranean worlds Essay Example For Students

The antiquated Mediterranean universes Essay A craftsmanship piece that is fascinating just as being talked about among others is that of the antiquated Mediterranean universes. The piece is Toreador fresco, from the royal residence of Knossos. The period for toreador is around 1500 B. C. E. The castle at Knossos is of the Minoan culture; hence, the Toreador was made by a craftsman of this district. A large number of the frescos have been found around the Mediterranean bowl, especially in Morocco. A few students of history accept that the fresco specialists were from Crete and were sent to Morocco as a major aspect of an exchange trade. The royal residence of Knossos was worked with four wings made of ashlars squares. The Toreador which is the most popular fresco was introduced on a square in the strict wing of the royal residence. The Toreador is known to speak to a hallowed function in which people bounce over the backs of enormous bulls. The Toreador presents the unique creature of the Minoans, the bull. Toreador alludes to similar to a matador. The image discloses to the spectators that bullfighting in this period and culture is not quite the same as that of the Spanish and American method of bullfighting. The toreador shows three matadors; one before the bull snatching the horns, maybe preparing to vault over the bull. The second individual in the fresco is in the situation of vaulting over the bull. The third individual introduced in this fresco is behind the bull with great enthusiasm, potentially anticipating to get the aerialist who is on the bull. The agile bends of the bulls back, the bulls underbelly, the tumblers angled body; strengthen the experience of movement, caught to the brief instant. Most frescos spoke to a specific strict services. Fresco painting is known as the main strung that can be consistently followed all through the whole history of painting as a type of articulation sewing together the widespread language of workmanship. During the Renaissance fresco was alluded to as the mother everything being equal, which implies the workmanship justifies itself with real evidence.

The Piano Man Essay examples

The Piano Man Essay models The Piano Man Essay models Legacy and Economic Prosperity Challenges Succeed The play â€Å"The Piano Lesson† by August Wilson effectively embodies Family Heritage and Economic Prosperity, two significant parts of the â€Å"American Dream.† Taking spot in 1930’s in Pittsburgh, it likewise shows how circumstances are different, and the naã ¯ve thought of the American Dream can now and again be a more remote reach for various legacies. The Piano Lesson addresses various parts of life including the economy, family, and the dubious heavenly. In the time span that the â€Å"The Piano Lesson† takes places, there is a mess going on in the public eye. Lymon and Boy Willie, two primary characters, have made a trip from Mississippi to sell watermelons in Pittsburgh. They are sparing their pennies to buy land from the Charles family’s ace, that of who’s spooky nearness frequents the property that his family lives on. At the point when they find that they are running somewhat short on cash, Boy Willie attempts to persuade his si ster to let him keep the piano and offer it for cash to purchase more land that he initially anticipated purchasing. The piano is a souvenir, and a trimming that his family holds dear, and is incredibly defensive of it. This raises Heritage, and how it contrasts from age to age. The piano is practically similar to a voodoo article to the Charles’ family, and if they somehow happened to dispose of it, it would be as though they would be reviled until the end of time. In the 1930’s, African American families were regularly engaged with voodoo and other otherworldly exercises. They put stock in apparitions, and eternal life, and passed those thoughts down to more youthful ages, for example, Boy Willies and Berniece’s little girl Maretha. Their legacy in the 1930’s; doubts, and attempting to get however much cash-flow as could be expected so as to satisfy an alternate American Dream. â€Å"All that’s previously. On the off chance that my daddy had see n where he could have exchanged that piano for some arrived of is own, it wouldn’t be sitting up here now†¦ (Page 46)† This statement shows that even two kin may have faith in an alternate legacy when it comes down to for this extreme a thing. Page 2 Unfortunately, African Americans in the 1930’s weren’t given a lot of chance for progress and thriving. Lymon and Boy Willie needed to go the extent that selling watermelons out of there truck miles from where they lived so they could excel. At the point when that wasn’t enough, they needed to attempt to persuade Berniece to let him sell the one thing that they all loved, and that they all accepted had a bit of their family name connected to it. Since The play occurred in the start of the Great Depression; it is reasonable with respect to why times were hard. In the 1950’s, as life started to modernize and the Economy turned out to be increasingly crafty for society all in all, the possibility of the â€Å"American Dream† turned out to be progressively practical and not as fantastical for individuals. It appeared to be conceivable to have land, a house, employments, and live serenely. â€Å"Boy Willie state charge them a quarter more. They didn’t care. Two or three individuals give me a dollar and advised me to keep the change. (Page 59).† Twenty years earlier, Boy Willie and Lymon were attempting to sell watermelons modest to attempt to make a decent living similarly as sow in the statement above. The way that cash assumed such a major job in how life ought to be truly makes the entire thought of the ideal life, family, and home, somewhat two-faced. On the off chance that the â€Å"American Dream† should depict bliss, and the best way to be upbeat was if there was sufficient cash accessible, than is cash truly what causes the world to go ‘round? Possibly the American Dream was only an approach to display achievement in the nineteenth century. The monetary thriving would prevail upon legacy in light of the fact that regardless of whether you have confidence in just a single method to accomplish something, the economy may come in the way. For a model in the event that somebody doesn't have confidence in a specific activity, and in light of the fact that the economy fell and you had no other decision you may reexamine your legacy to deal with your family

Being a Pack Rat May Be a Sign of Hoarding

Being a Pack Rat May Be a Sign of Hoarding August 01, 2019 VisitBritain/Daniel Bosworth/Getty Images More in OCD Related Conditions Causes Symptoms and Diagnosis Treatment Types Living With OCD Many people describe themselves as a pack rat, that is, someone who enjoys collecting items and doesnt like to throw things away. Although many self-confessed pack rats lead normal lives, acquiring and failing to throw out a large number of items that seem to have little or no value to others, such as old magazines, containers, clothes, books, junk mail, notes or lists could be a sign of a mental illness called  compulsive hoarding; a behavior that can be associated with obsessive-compulsive disorder. When does being a pack rat cross the line into hoarding? Collecting Is Common but Hoarding Is Not Pack rats of all types have one thing in common: They love to collect things. However, the kinds of items collected, the meaning the collected items have to the person and the way collecting affect the persons life make all the difference between being an avid collector and being a compulsive hoarder. Lets use two examples to explore the difference between collecting and hoarding. Case Study 1: Mark Mark is a 51-year-old married business owner who readily describes himself as a pack rat. In particular, Mark loves to restore, collect, and showcase antique furniture. Mark and his wife spend about half their weekends traveling to antique shops in search of rare antique furniture. They love these weekends and treat them as fun getaways from the city. Although Mark loves antique furniture, he is a discerning customer. He will often leave empty-handed if he does not find exactly what he wants and he rarely buys furniture on impulse. That said, with over 25 years devoted to collecting and restoring antiques, Mark has amassed an extremely large collection. Fortunately for Mark, the success of his business has given him the means to build a large addition onto his home that is used strictly for restoring and showcasing his antiques. Very little of Marks home features antique furniture, much to the relief of his wife. He prefers to display his collection neatly by category in the designated areas  of his home. Occasionally, but usually, reluctantly Mark will sell old pieces to make way for new purchases. Above all, Mark finds collecting and restoring furniture a welcome escape from his business, which takes up most of his time. Case Study 2: Anne Anne is a 61-year-old divorced retiree who also describes herself as a pack rat. Anne spends almost all of her week and weekends visiting flea markets, garage sales, dollar stores and estate sales looking for what she describes as treasures. Annes friends are puzzled by her fascination with these so-called treasures, as they almost always seem to be items that most would consider garbage. For example, Anne has an extensive collection  of old plastic spatulas, plastic containers, newspapers, and broken lamps. In addition, she collects piles of old flyers and newspapers so that the paper will not be wasted. Although Annes pack rat tendencies began rather modestly in her twenties, after her retirement her collecting went into overdrive. Within three years, she only had a small path between the kitchen, bedroom, and bathroom that was clear of clutter. When her mother died, Anne took all of her mothers belongings and packed them into her basement, which was already crowded. Not surprisingly, Annes husband soon became fed up and left and many friends stop visiting. When the friends she does have left try to suggest a clean-up of her house, she gets very angry and wonders why people just wont leave her alone. Moreover, she becomes enraged when her son suggests they go through her mothers boxes and throw out things that are not useful. She just cannot imagine parting with any of the items in her home. She is afraid of throwing out something that one day may be useful and has an intense sentimental attachment to many of the items, particularly those items that belonged to her mother. The Analysis: Pack Rat, Hoarder, or Both? Both Mark and Anne describe themselves as pack rats; however, it is clear that Marks love of collecting antique furniture, while certainly considerable, has little to no effect on his day-to-day functioning. Specifically, although his collection is large, he has the means to store this collection efficiently and safely and it does not create clutter in his house. In addition, although he, and to some extent his wife, love collecting furniture, it takes a back seat to run his successful small business. Mark also knows that he must occasionally sell old pieces to make way for new additions to his collection. Finally, his collecting does not strain his relationship with wife. On the other hand, Annes collecting has left her life in shambles and she is dominated by a compulsive urge to collect largely useless items. It is significant that she is not able to throw out items that most people would consider the garbage and has an intense emotional attachment to almost all of the items in her house. Because of this, her house is almost uninhabitable and a danger to her and others. As is common among people who hoard, she has little insight into the nature and severity of her problem. Above all, her hoarding has led to her marriage ending, her friends abandoning her and her son being angry with her. The Bottom Line Thus, although they are both self-confessed pack rats, Annes symptoms are very much consistent with compulsive hoarding, whereas Mark is someone who is simply very passionate about collecting antique furniture. Anne would be very likely to benefit from a consultation with her family doctor or a mental health professional to complete a clinical interview and medical history to make a definitive diagnosis of compulsive hoarding and to explore hoarding treatment options. If you, a family member or someone else you know has a compulsive need to collect items that are considered to have little value by others and it has an impact on day-to-day functioning, it may be time to consider speaking with a mental health professional. The problem may run deeper than simply being a pack rat. Treatment for hoarding is available.

Analysis Of The Love Song Of J. Alfred Prufrock - 1231 Words

T.S. Eliot was an outstanding author and an exemplary representation of the ideas of modernism. The Love Song of J. Alfred Prufrock, despite being one of T.S Eliots earliest publications, still manages to remain one of the most famous. He uses this poem to not only draw out the psychological aspect of members of modern society, but also to draw out the aspect of the time that he lived in. The speaker of this poem is a modern man who feels alone, isolated, and incapable of making decisive actions for himself. Prufrock desires to speak to a woman about his love for her, but he continuously hesitates while attempting to do so. This poem demonstrates a theme of fragmentation, which is a theme that we can see throughout the entire†¦show more content†¦Despite his initial determination and desire to make his feeling knowns, Prufrock finally decides, in lines 111-131, that he doesnt have the willpower to declare his love. This lack of willpower is displayed in line 111 where P rufrock states: I am not Prince Hamlet. He will not, like Shakespeares famous character, shake off his doubts and force the moment to its crisis (80). Prufrock feels more like the character Polonius from the same Shakespearian work. He feels that he is only able to dream of romance, and never truly experience it for himself. Instead he will have his trousers rolled at the bottom as a statement of fashion and walk upon the beach (123). He follows up with a romantic vision of mermaids singing to him from the sea, but deep down he knows they will not sing to him. Prufrock is caught in a sort of paralysis where no matter how much he wishes to, he finds himself unable to act on his own impulses and desires. Because of this affliction, Prufrock will continue living in a world with daydreams of romance until he finds himself awakened by the human voices of real life in which, as very grimly states in the final line of the poem, he will drown. Prufrock is a man with many contradictive and fragmental characteristics. While one part of him would like to shake startle these characteristics out of his life, he would have to risk disturbing his peaceful universe in order to do so. The latter part of the poemShow MoreRelatedAnalysis Of The Love Song Of J. Alfred Prufrock1386 Words   |  6 Pagesâ€Å"The Love Song of T.S Eliot† In â€Å"The Love Song of J. Alfred Prufrock† the reader can clearly understand that T.S Eliot is straightforward as one can get within a poem. In the beginning of the poem, one can infer that Prufrock is being used as a facade to convey Eliot’s inner self who is an introvert that doesn’t quite fit in with the modern day society. â€Å"Prufrock† sees his personal life as a burden that he cannot mend while he tries to conform into the middle class society that everyone views asRead MoreLiterary Analysis Of The Love Song Of J. Alfred Prufrock Essay1336 Words   |  6 PagesA Literary Analysis of T.S. Eliot’s â€Å"The Love Song of J. Alfred Prufrock† T.S. Eliot was one among few poets and authors that dominated the years between the First and Second World Wars. Eliot showed his use of modernism techniques through â€Å"The Love Song of J. Alfred Prufrock†, creating a powerful reputation around the world, particularly as a member of The Lost Generation in the 1920s. Eliot moved to and settled in London where he worked with famous poets including Ezra Pound, and published hisRead MoreCritical Analysis : The Love Song Of J. Alfred Prufrock895 Words   |  4 PagesEssay Two- Critical Analysis Writing a critical analysis is diving into the text. Readers must break down all parts of the text and pin pointing the author s purpose for the writing. A very challenging poem to analysis is T.S. Eliot’s â€Å"The Love Song of J. Alfred Prufrock†. It has been declared that â€Å"The Love Song of J. Alfred Prufrock† started that Anglo-American modernist movement with poetry. The poem was the first poem with American poetry to flow free verse. At the time, it was deemedRead MoreAnalysis of The Love Song of J. Alfred Prufrock Essay602 Words   |  3 PagesAnalysis of The Love Song of J. Alfred Prufrock J. Alfred Prufrock constantly lived in fear, in fear of life and death. T. S. Eliot divided his classic poem into three equally important sections. Each division provided the reader with insight into the mental structure of J. Alfred Prufrock. In actuality, Prufrock maintained a good heart and a worthy instinct, but he never seemed to truly exist. A false shadow hung over his existence. Prufrock never allowed himself to actually live. He hadRead MoreLiterary Analysis Of The Love Song Of J. Alfred Prufrock1497 Words   |  6 PagesLiterary Analysis of The Love Song of J. Alfred Prufrock The human psyche has perpetually been characterized by a nagging sense of doubt. When one makes the decision to follow through (or, rather, not follow through) with an action, it is unlikely that he does so without questioning whether he made the right choice; this is recurring theme in literature, evident in works such as Crime and Punishment and A Separate Peace. T.S. Eliot’s The Love Song of J. Alfred Prufrock explores the universal natureRead More Love Song of J. Alfred Prufrock Essay: An Analysis846 Words   |  4 PagesAn Analysis of The Love Song of J. Alfred Prufrock The general fragmentation of The Love Song of J. Alfred Prufrock is obvious. The poem seems a perfect example of what Terry Eagleton calls the modern transition from metaphor to metonymy: unable any longer to totalize his experience in some heroic figure, the bourgeois is forced to let it trickle away into objects related to him by sheer contiguity. Everything in Prufrock trickles away into parts related to one another only by contiguityRead MoreAnalysis Of The Poem The Love Song Of J. Alfred Prufrock1529 Words   |  7 PagesAnalysis of the setting of the poems â€Å"The Love song of J. Alfred Prufrock† and â€Å"Something Whispered in the Shakuhachi† â€Å"The Love song of J. Alfred Prufrock† and â€Å"Something Whispered in the Shakuhachi† are poems written by T.S. Eliot and Garrett Hongo correspondently. Both poems put a great emphasis on the depiction of the narrator’s emotion. The poems are focused on feelings and emotions of their narrators. At the same time, it should noted that a lot of attractive in both poems is given to the settingRead MoreThe Love Song Of J Alfred Prufrock Analysis934 Words   |  4 Pagesyou do something that you love than you will have a deeper desire to continue or to succeed in it. In The Love Song of J. Alfred Prufrock a man doesnt know why his life is so horrible. He wanders the streets of his past looking for why hes life is so dull. The man doesnt know what is wrong with his life, he doesnt understand why life is so hard. T. S. Eliot in The Love Song of J. Alfred Prufrock teaches us about how hard life can be on a single and routine man. Prufrock, the main character, demonstratesRead MoreAnalysis Of The Love Song Of J Alfred Prufrock1007 Words   |  5 Pagesinterrelation between time and decay conveys the transformative impact of industrialisation upon modern society. Modernity altered the human psyche into a detached, fragmentation of its previous form prior to the Modernist world. The Love Song of J. Alfred Prufrock and Preludes provide a poetic representation of how the corrosion of traditionalism preceded a sense of abandonment and isolation which infects individuals within the urban setting. Despite conveying early 20th century receptions of industrialisationRead MoreAnalysis Of The Love Song Of J. Alfred Prufrock1064 Words   |  5 PagesLoneliness is a feeling that we have all felt here and there. A man in the poem â€Å" The Love Song of J. Alfred Prufrock† by T.S Eliot feels trapped which caused him to have disorders. Nothing has never changed from living in the same city and not using his time wis ely. He tried numerous ways to approach women but his low self esteem stopped him from moving forward. Although Prufrock seems like a miserable person, Prufrock suffers from obsessive compulsive disorder, depression, and paranoia that caused him

Personal Statement Auto Mechanics - 1512 Words

As far as I could recall, I have always been a person who loves to help other individuals. I remember being in the second grade and most of the times I would finish my classwork earlier than most of my classmates. And, I would usually ask my classmates if they needed help with their work. Also, during recess, I enjoyed playing sports, such as basketball and soccer. Not to mention, I would often stay after school to play basketball with my schoolmates. Furthermore, I also enjoyed playing with my hot wheel cars at home and at times I pretended to fix my cars just like my dad, who is a mechanic. I guess I grew to love cars from an early age because every weekend my father would fix cars, so I was always around cars during my childhood. However, I never developed the passion to seek a career in auto mechanics. I love cars, but I never viewed it as a potential career. Equally important, like around the age of nine or ten I would help my grandfather clean his garden. It was from this exper ience that I learned how to turn on a lawnmower. Most of the times I would help my grandfather trim trees or go with him to clean houses. I believe that I grew so much as a person during this time. For one because it made me realize that if I did not continue going to school, I would have to rely on a blue-collar job just like my grandfather did. However, working alongside my grandfather and father inspired me to pursue a career in whatever my interest was and more importantly, not to makeShow MoreRelatedEthics in the Workplace2413 Words   |  10 PagesEthics in the Workplace – Sears Auto Center Ethics in the workplace and sometimes the lack thereof can significantly influence the success of an organization. Effective leaders often approach ethical dilemmas by identifying alternative actions and their consequences on stakeholders. The aftermath of the disasters caused by Enron, WorldCom, and other businesses, once prominent companies, resulted in a significant loss of confidence in business leader’s conduct. Organizations in today’s highly competitiveRead MoreCase Analysis : Escorts Agri Machinery1300 Words   |  6 PagesEscorts Agri Machinery (EAM) was launched in 1960. The company manufactures tractor under the brand names of Escort. Product Portfolio: Tractors, Crop solutions, Lubricants and Engine Gensets 2. Escorts Auto Products The leading manufacturer of auto products in India for over four decades, Escorts Auto Products exhibits quality and reliability through its products in the automobile industry worldwide. Product Portfolio: Shock Absorbers, Telescopic Front Forks, McPherson Struts, Steering ComponentsRead MoreAuto Repair Shop Business Plan3429 Words   |  14 PagesAuto Repair Shop Business Plan F and R Auto Repair Executive Summary F R Auto (F R) is the desire of John Ford and Michael Ronald who together have 30 years experience as auto mechanics. Both have a dream of starting up their own company and offering better service to their clients than competitors. 1.1 Objectives The objectives over the next three years for F R Auto Repair  are the following: †¢ Sales revenues increase steadily through year three. †¢ Institute a program of superiorRead More Business Plan for New Airline Essay1657 Words   |  7 Pages Business Plan for New Airline HausAir Mission Statement HausAir fixed base operation will provide the highest quality of flight instruction and comfortable charter services to the public; without compromising an ounce of safety, at a price lower than the competition. Human Resources/ Management Functions Breakdown of initial staff to begin at HausAir. (1) Manager/Owner Jason Bushouse (1) Assistant Manager Jeff Doyle (5) Receptionist/Clerical Jason Henderson (Full Time) Julie VanekRead MoreFord Motor Company s Form 10 K910 Words   |  4 PagesFord Motor Company’s Form 10-K Every day adults are forced to make decisions whether it is personal, professional or educational. Many people utilize experience or training to make their decision while others rely on a gut feeling. Some decisions can be made in an instance such as what to eat for lunch, and some are made after extensive research and discussions. This approach to decision-making is no different when it is a company who is deciding. Smart executives rely on in-depth research andRead MorePotential Benefits Of Social Media1196 Words   |  5 Pagesthis world tend to single out the negative aspects of it and use them as excuses not to join. Merriam-Webster interprets social media as â€Å"forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content (as videos)† (â€Å"social media†). Nowhere in that definition does it suggest that only one platform exists. That being said, a great deal of good can , and does, emerge from a multitude of such forums. Human interactionsRead MoreAnalysis Of Truman Capote s Cold Blood 1500 Words   |  6 Pagesaround the stock† (22), but Dick â€Å"was wearing a blue jumper suit; lettering stitched across the back of it advertised BOB SANDS BODY SHOP† (23). Capote gives some back-story information, with the discussion of Dick s post-penitentiary job as a mechanic and mentioning his relationship status (â€Å"twice married, twice divorced...the father of three boys† (24)). Whereas Capote gives details about Perry s life that have no association with his criminal record, what little facts Capote offers about DickRead MoreEssay about Hr Hiring Felons Survey3602 Words   |  15 Pagesperson with a felony. The number following type of business indicates the total number of employees in the company. Accounting Firm (7) Art Gallery (85) Assisted Living (380) Auto Dealer (12), Auto Dealer (15), Auto Dealer (23), Auto Dealer (121) Auto Parts (4) Auto Services (6), Auto Services (8), Auto Services (15), Auto Services (16) Bank (12), Bank (45) Bicycle Sales and Service (8) Bookstore (10), Bridal Retail (15) Carwash (5) Catering (30), Catering (53) Cell Phone Sales (36) Chamber of CommerceRead More My Educational Philosophy Essay1186 Words   |  5 PagesSocrates warned his students over 2000 years ago that the unexamined life is not worth living. (Kreis) This statement, though made so many years ago, mirrors my own beliefs about learning and knowledge acquisition in today’s society. In my own personal philosophy of education, I believe that individuals must continually examine their surroundings and learn from the things they find. I do not believe that just knowing random facts or bits of information is true education. Just as the ancient GreeksRead MoreEssay about Student and Utah State University1194 Words   |  5 PagesTeam All About GEAR UP Events Students Parents College Information 4 Steps to Go to College Getting Ready for College Know the Lingo Applying for College Applying for College Overview Finding the Right School Tips for Applying Resume Personal Essay Reference Letters School Transcripts Resources Paying for College Helpful Resources Scholarships Partnerships UtahFutures Parents US Gov GEAR UP Useful Links/Videos GEAR UP Newsletter Student Life Home Student Success Home Events

Radio Shack Report Free Essays

Executive Summary RadioShack Corporation is a popular electronic store within the United States of America. Within this report an assessment of RadioShack Corporation performance in the years 2004 to 2006 will be provided. This assessment looks on: * Changes in Chief Executive Officer (CEO) * The results of the changes in the CEO * The financial performance of RadioShack in the specified period * Managerial problems facing RadioShack in the specified period. We will write a custom essay sample on Radio Shack Report or any similar topic only for you Order Now From this report we hope to give a concise representation of what happened in RadioShack in the years2004-2006. As a group of consultants we aim to identify problems facing the company. Along with this we will provide solutions and recommendations to these problems based on our assessment. Introduction: Radio Shack is a consumer electronics goods and services retailer that operates about 4400 stores across the United States, Puerto Rico and the U. S. Virgin Islands. Additionally, the company also operates about 800 non-branded kiosks (small booths) from which wireless handsets and accessories are sold. The firm’s headquarters is located in Fort Worth, Texas and as of 2006, there were approximately 40000 workers employed to the company. The case presented to the group highlights the problems faced by Radio Shack which started in the year 2004. The instability in the position of CEO and executive management of the firm, financial troubles, disgruntled employees and poor communication skills have been identified as the main problems which sought to wreak havoc throughout the firm. As consultants hired by the Radio Shack Company, our main objective would be to state, with clear reasoning, the core problems affecting the company, as well their appropriate solutions. In addition we would aim to devise suitable plans which would aid the company in moving forward. Along with this we will present recommendations which would foster better development and growth within the firm for the future. Background: Within the years 2004-2006, RadioShack had undergone instability in upper management and poor financial performance. One reason for such instability is caused by the frequent changes in CEO’s. Over the period, three persons had the role as CEO. The first, Leonard Roberts left the position to join the board of members at RadioShack. The second, David Edmondson left due to his fake qualifications. The third was, Julian Day, who was employed by the Board of Members and the Executives to turn the company around (University of Nortedame, 2007). It is not beneficial to a company to have a critical position such as the CEO changed so frequently. Each person set different goals and have different ways of achieving them. Therefore, whenever there is a change in CEO the goals of the business change too. Hence, the company is affected as it has to stop and change its path whenever a new CEO takes over. This ultimately affects the immediate performance of the business. With the frequent change in CEO’s employees may become lazy in completing the task they were given. They may also become confused in regards to what to do. Others may even stop doing the task once they are informed that the CEO will be changed. Thus, this reduces the overall productivity of workers. Consumers too will be affected as their needs and wants are not being satisfied efficiently due to changes in the company. As a result, the company is now seen as inefficient as they fail to satisfy customer needs. The company is further affected as employees will have to be paid although the company is not earning. Poor communication skill is another issue which is a result from instability in upper management. Workers were unaware of the decisions to cut staff until after a press release. It was the managers at RadioShack that informed their team of the reduction and the medium that will be used (Joyce, 2006). As a result, employees questioned the company policies and began losing confidence in them. Also many felt disrespected based on the medium used inform them of job cuts (Joyce, 2006). Discussion: Between the years 2004 – 2006, Radio Shack had a fully grown problem tree. This conclusion was made after carefully analyzing, deliberating and discussing the case at hand within the group. A number of issues were defined and can be characterized in the following groups: Leaves Inability to Motivate Employees Financial Instability Branches Poor Internal Control Poor Internal communication Bad Business Ethics Root Dysfunctional / Incompetent Top Management These issues will be discussed in this section in the order in which they are defined. Leaves i. Financial Instability * RadioShack Corporation in comparison to its competitors is underperforming (University of Nortedame, 2007). Their net income is significantly low and lags behind competitors. * RadioShack saw stock prices closing at relatively low trading prices. ii. Inability to Motivate Employees Radio Shack lost the confidence of its workforce following a sudden press release made by Day. He announced the company’s action plan in moving forward to recovery. This action plan included firing hundreds of employees as a means to decrease expenses and improve its long-term competitive position in the market place (Poole, 2007). Branches iii. Poor Internal Control Radio Shack had undergone numerous executive changes. The most significant being the changes of CEO’s in a two year period. The one which stands out was that of David Edmonson who left the position after admitting he lied on his resume about two academic degrees which he did not have (University of Nortedame, 2007). This is a major issue as measures should have been in place to check all persons qualifications before hiring. 4. Poor Internal Communication Management had failed to inform employees that jobs were to be cut. Employees were informed internally after a sudden press release given by Julian Day in 2006. To not inform your employees first of such job cut may lead to many feeling separate from the company (Poole, 2007). Also, this further affects the company performance as employees are caught up wondering if they will be fired rather than focusing on getting the job done. 5. Bad Business Ethics Most would agree that no matter the means of firing, the notion remains the same. It is best to fire someone face to face. Communication is a two way process and several instances RadioShack engaged in a one way communication process based on the approach to fire employees (Gaertner-Johnston, 2006) . Clearly Radio Shack ignored this and as a result they had disgruntled employees. The way in which the letter was written also shows poor business ethics. In Business School it is taught that when delivering bad news, the bad news should not be delivered first. RadioShack ignored this and gave the employees a concise email informing them that they were no longer needed. Root 6. Dysfunctional / Incompetent Top Management The core cause of all of Radio Shack’s problems was the inability of their top management team to effectively do their job. Had they been overseeing more efficiently by the Board of Members and executives these branches and leaves could have been avoided. Radio Shack had left the corporation solely in the hands of Julian Day. As a newly appointed executive, he was left totally in charge of the company’s turnaround plan. The board of directors and executives confidence may have been justified based on Julian day previous work. Nonetheless, they had failed to exercise their authority in incorporating the company values, claims and policies with Julian Day’s creative genius and business operating skills. Conclusion: In evaluating this case and highlighting the many issues, it is fair to say that RadioShack Corporation is not in a very secure financial position. This statement is made on the basis that they suffered from problems which include: †¢Inability to motivate employees Financial instability †¢Poor internal control †¢Poor internal communication †¢Bad business ethics †¢Dysfunctional/ incompetent top management Improvements are therefore needed in these areas of the company if it is to survive and grow. In order to do this, RadioShack Corporation must first find solutions to their core problems. The core problems were identified to be poor internal communication, ba d business ethics and dysfunctional/ incompetent top management. These problems are the root causes which all the other problems stemmed from. This case analysis basically provided justified issues that were evaluated and discussed as it relates to RadioShack Corporation. Recommendations: In order to alleviate some of these problems faced by RadioShack Corporation, the group of consultants generated some recommendations. Based on the findings in this case, it is recommended that: †¢In trying to rebuild a company that is in great financial depression, the manager should review all aspects of the business and work along with the current staff, rather than deciding to cut staff as the first objective. The management team at RadioShack Corporation should focus on their internal performance first in order to increase profitability and revive the finances of the business. †¢Another recommendation is that the board members should exercise their authority by ensuring that Julian Day ideas were ethical and stuck to the policies of the company when making major decisions. Bibliography: University of Nortedame. (2007). RadioShack Corporation: You’ve Got Mail. Mondoza College of Business. Joyce, A. (2007). Fired Via E-Mail And Other Tales Of Poor Exits. Retrieved November 8, 2012, from http://www. washingtonpost. com/wp-dyn/content/article/2006/09/09/AR2006090900103. html Poole, L. (2007). RadioShack lays off employees via e-mail. Retrieved November 8, 2012, from http://usatoday30. usatoday. com/tech/news/2006-08-30-radioshack-email-layoffs_x. htm Gaertner-Johnston, L. (2006). Fired by Email. Retrieved November 9th, from http://www. businesswritingblog. com/business_writing/2006/09/fired_by_email. ht How to cite Radio Shack Report, Essay examples

Management Organization Global Environment â€Myassignmenthelp.Com

Question: Discuss About The Management And Organization In Global Environment? Answer: Introducation The idea of Taylorism is that the productivity of an organisation would increase if the employees of the organisation are assigned with the particular tasks that best suited their capability and strengths. In addition to this, Taylorism also argues that if unnecessary physical movements of the workers are reduced to certain extent it would become more productive for the particular organisation (Sinha and Gabriel 2016). The idea is to reduce the time required for the overall carrying out different activities and to assign more tasks to the workers that would increase the productivity of the organisation. The idea of this theory is that the employees will be assigned with such tasks that are aligned in a single line. Application of the theory The idea of Taylorism can be aligned with the recent business and production techniques. The best suited example of the theory can be applied to the manufacturing of the automobiles. In fact, it has been found that Toyota has adopted the idea of Taylorism in order to increase the productivity of the organisation (Maguire and Davies 2016). Since, the complete business process is based on the manufacturing of the cars and other vehicles, it is important that the workers should be aligned in a way that would help to increase the overall productivity. Each and every worker should be assigned with their individual works that they do not find any confusion and would be completely aware of their respective jobs and duties. This would definitely help to carry out the business operation in a systematic and clear way that would add to the better productivity as a whole (Urick et al. 2017). The idea of Taylorism can also be applied to the way the business activity is carried on at McDonalds. Every store of the fast food giant is designed in the most unique way where ranging from the making of the food to serving the same to the customers are carried on in the same place. However, it has been clearly evident that each and every employee of McDonalds is assigned with their respective works that does not let them to involve in other different activities (Jackson and McManus 2016). This has created a better opportunity in the organisation as the work is divided among the people and so they do not have to involve in others matter. There is no doubt that the productivity of the overall work increases and the organisation is benefitted. However, in the recent time, the role of Taylorism at times needs certain changes because motivation among the employees has become an important criterion (Urick et al. 2017). An organisation has to adopt certain measures that would motivate th e employees to carry on their activities and that can only add to the increased productivity of the organisation (Maguire and Davies 2016). In fact, the idea of the business concepts of Google is largely depended on the fact that the employees should be motivated in their work that would only increase their productivity. This motivation can be in terms of financial rewards as well. BCGs Yves Morieux view on Organisation Design Key ideas The key idea of the BCGs Yves Morieux is that the real battle that an organisation has to play in order to fight against the increasing competition in the business is the hierarchical and the bureaucratic model of the organisational structure. When an organisation follows a strict organisational design or structure, it reduces the opportunity of involving the ideas of the employees in the major business concepts and ideas (Chelladurai et al. 2017). Keeping the perspective into consideration, it has been found that Zappos has just taken an important step and abolished the hierarchical concept of boss and a leader in an organisation. The idea is that the employees should involve in the major activities of the organisation and help in coming up with better innovative ideas that would add to the prosperity of the organisation (Foss et al. 2013). Application of the theory The traditional form of structuring the organisational level has been a topic of debate since a long time. There has been many speculations on the fact that this traditional form of organisational design eventually do not add to the benefit of the organisation but it creates hindrance in coming up with new and innovative ideas that could be easily shared by the other employees of the organisation apart from those who are at the higher position of the management (Saunila et al. 2014). In the recent time, the intensity of competition has increased with the importance of application of innovative ideas and thoughts into the business activity. This has automatically necessitates the fact that any person in an organisation can come up with any kind of innovative ideas that would be best suited for the particular organisation. Zappos is one such organisation that has clearly understood the importance of removing the traditional form of organisational structure, the idea of a boss or a leader actually creates hindrance in the overall business idea because it blocks the other employees from coming up with innovative approaches. Similar cases have been evident in the organisations like Google where the employees are given the freedom and opportunity to work according their respective desire and suitability (So?tysik-Piorunkiewicz et al. 2017). This has definitely leaded to welcome new ideas into the business that enhanced the business operation of the organisation. It is when there remains a hierarchical or a strong structure in the organisation to follows, it does not reduce the problems and confusions but actually it increases the complexities of the business activities. It becomes more complex for the employees to share their ideas with the management that hinders the overall productivity (Saunila et al. 2 014). In order to avoid this disappointment and to create better opportunity in the business, it is important to remove the barriers in terms of organisation structure and create a unique environment where no one is the boss and each employee has equal share in contributing towards the organisational growth (Chelladurai et al. 2017). References: Chelladurai, P., Radzi, W.M. and Daud, M.A.K.M., 2017. Organisational structure and theory of non-profit sport organisations.Understanding Sport Management: International Perspectives, p.27. Foss, L., Woll, K. and Moilanen, M., 2013. Creativity and implementations of new ideas: do organisational structure, work environment and gender matter?.International Journal of Gender and Entrepreneurship,5(3), pp.298-322. Jackson, I. and McManus, J., 2016. The Importance of Collaboration and Competition Within and Outside the OECD.International Journal of Business and Management,11(9), p.13. Maguire, K. and Davies, A., 2016. Competitive regional clusters: national policy approaches. Saunila, M., Mkimattila, M. and Salminen, J., 2014. Matrix structure for supporting organisational innovation capability.International Journal of Business Innovation and Research,8(1), pp.20-35. Sinha, S. and Gabriel, Y., 2016. 5 Call Centre Work: Taylorism with a Facelift.Re-Tayloring Management: Scientific Management a Century On, p.87. So?tysik-Piorunkiewicz, A.N.N.A. and Krysiak, M.O.N.I.K.A., 2017. Development trends of semantic web information technology: the case study of organisational structure ontology.Information Systems in Management,6. Urick, M.J., Adams, D.E. and Smith, T., 2017. Taylorism and Operational Excellence Improving on the One Best Way.Journal of Leadership and Management,1(9-10).

Order Managing Culture And Change Essay Sample free essay sample

Introduction An administration is a composing of many persons who come together to accomplish a common intent. The persons who form the administration may be of different walks of life or keep different sentiments. faith. political association and such like. This means that their manner of making things and so how they react to the environment around them greatly varies. As such. the internal concern environment is one that is witnessed to undergo alterations clip and once more due to diverseness in the work force. Additionally. the external concern environment is capable to alterations in originating from unmanageable factors such as clime. rising prices. engineering. competition and globalization. political factors. and security and so on. These factors force administrations to accommodate to the alterations in such a manner that they are able to last hardship or tackle the chance that the environment provides for them. It is because of the afore mentioned factors that decision makers and directors of administrations are concerned about the facet of pull offing civilization and alteration within administrations. We will write a custom essay sample on Order Managing Culture And Change Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Furthermore. the effects of globalization and of all time dynamic engineering have made it impossible for administrations to disregard this facet of direction. In fact one may see the phrase civilization and alteration another direction craze among the many coined cants in the direction fraternity. However a closer analysis at the companies that have grasp of the importance of pull offing alteration and civilization in administrations is warranted if the bars of quality direction is to be raised. In this regard hence. the intent of this paper is to set about a instance survey analysis in the direction of civilization and alteration country. Specifically. this paper will undertake the facet of opposition to alter in administration and the company of pick is Royce Corporations* Royce Corporation saw one of its biggest challenges yet in twelvemonth 2004 when it had to undergo serious restructuring in its operations including a amalgamation with Chess Keeping Company. The chief ground behind this drastic measure was to stay competitory in the face of other renascent large Canis familiariss like Wal-Mart. to increase gross and net incomes. effects of globalization and dynamic engineering. decrease of operational costs among others. The chief alterations put in topographic point following the sale of Chess section shop to Royce included occupation cuts particularly for those workers in the back office. installing of more efficient purchasing mechanism. alterations in the client service subdivision every bit good as procurance and so on. Another alteration that occurred is that of compensation of workers. After the matrimony between the two companies it was proposed that wage was to greatly trust on employees’ attempt and hence basic wages were revised to a lower sum while committees were increased. The direction felt would be a great incentive among employees as it was public presentation based. Workers would be forced to set in excess attempt in their occupation in order to gain extremely. a move the new direction felt would be good for the company. In conformity to the optimism held by the new direction at Chess Corporations and Royce Corporations. a mark of about $ 500 million per annum was projected within the undermentioned three old ages. Four old ages have passed since the amalgamation between the two companies and a unsmooth rating of the state of affairs in the two companies shows that the mark of $ 500 million has non been met. At this point it is of import to indicate out that of the many companies that undergo alterations such as the one by Chess and Royce Corporations. merely 25 % of them win and the balance terminal up in shambles shortly after or execute manner below outlooks in footings of meeting stipulated schemes and aims. Given the legion alterations introduced the persons at Royce Corporations retentions and Chess Corporations have had to undergo many stages of alteration and forced to accommodate to new ways of making things. However. alteration is inevitable every bit good as necessary and administrations such as Chess Corporations have to construction their operations to suit the environment if they are to boom. In that visible radiation at that place comes a job of presenting alterations efficaciously so that public presentation during the passage period is non affected adversely. Possibly the first challenge that Chess and Royce Corporations companies encountered during this passage phase and possibly before the existent alteration was implemented was that of hapless staff motive. This is because it is expected that after the matrimony between the two companies the faces in direction would alter and by extension the policies and schemes used by the companies. This in itself is adequate to do a batch of apprehensiveness among the workers as they wonder what might go on to their occupations. Lay offs are smelt from afar and every one is keen on surpassing the other as a defensive mechanism to protect their employment. The possible result is that some signifier of competition may break out among workers. public presentation may dwindle significantly as involvement in the occupation wears off or workers become selfish with thoughts that might be important in separating ordinary public presentation from ad-lib public presentation. Similarly. a new organizational civilization would hold to be bred in the new company which in itself takes a batch of clip and attempt from all persons in the administration. For case. if Chess Corporations was more focussed on client satisfaction and hence trained its employees in client attention while on the other manus Royce Corporations was non so there arises a existent challenge in that the new work force will hold jobs associating to each other due to differences in the organizational civilizations. Notably. crisp differences in the organizational civilization cause differentiations within the administration and this impedes on squad work. So what are the grounds behind the opposition to alter witnessed in Royce Corporation. One major ground behind opposition to alter is the natural fright of the unknown. It is human nature to be comfy with acquaintance and normality. ( Tobin. 1999. p8 ) . Anything that is seen to endanger to distabilise the position quo is shunned with force. The workers at Royce corporation were non ready to encompass what they felt uncertain of hence the coteries that were formed among workers of the two companies. Another weighty ground behind the opposition to alter is hapless debut and execution of alteration. A instance in point is how the alterations of salary disposal were made. The employees were non informed of the at hand alterations in wages. In response. the employees felt betrayed and cheated. They felt that the direction should hold informed them before manus so that they could give their input on the affair. Most of the workers felt that the new amalgamation was out to work them and ignore their involvements as a major portion of the company’s success. As expected. the resisted the salary alterations and went on a spell slow for hebdomads until the new direction addressed their predicament. ( Palmer. 2004. p75 ) . Another alteration that was ill introduced was the occupation cuts particularly for the workers in the back office. The employees resisted the execution of the amalgamation because they felt that if the amalgamation took off smoothly they would be retrenched. Furt hermore. since the ballad off was non accompanied by any signifier of compensation hence opposition to the alteration was intensified. What is more these occupation cuts were to be done behind the employees dorsums to avoid confrontation with employees. The older workers and the freshly employed workers felt that they would be the first to be targeted in the ballad off. This added to the strength to resistance to alter. Lack of proper debut and orientation of employees to their new occupation places is besides another ground behind opposition to alter. ( Palmer. 2004. p51 ) As mentioned earlier. Royce Corporation was more clients oriented while Chess Corporation was production oriented. Given the differences in orientation. it would hold been expected that the alteration embassadors and the directors in the new merged corporation would hold taken the clip to explicate thoroughly new work processs. develop the employees for their new occupations and give clear way on how to accomplish new ends and so on. In this country the top directors at Royce corporations failed and therefore opposition from employees. Obviously. the employees felt baffled. unprepared and stressed by the alterations and resisted alteration. Importantly. the amalgamation between Chess and Royce Corporations was a baronial cause and its result should hold been successful if merely the right process was followed. The inquiry hence begs. what is the right procedure of presenting alteration and pull offing alteration? First and first. timing plays a major function. It is imprudent to present major alteration at twelvemonth terminal. At that clip people are non geared up to establish alteration. an facet that Royce Corporation identified and avoided. In add-on. effectual leading is important in guaranting smooth passage. In this instance. there was a clear deficiency of leading and therefore opposition. The employees needed person to steer them in seeing the bigger image in footings of the benefits that they could harvest. Without leading. all executions were viewed negatively. A leader would besides hold played the function of go-between so that both employees and direction involvements are met satisfactorily. Communication is critical during any alteration procedure as it ensures that the employees in the company experience portion of the procedure. It besides helps to actuate the work force during this sensitive clip. Decision Change is inevitable and administrations have to undergo alteration. Despite the fact that merely a little per centum of administrations successfully implement alteration the truth is a companies can guarantee this by following the recommended procedure. The bottom line is change affects everyone in the work force straight or indirectly and hence it should be unfastened and affecting so that trust and motive to work is non lost. Mentions Palmer. B. ( 2004 )Making Change Work: Practical Tools for Overcoming Human Resistance.ISBN 0873896114. America Society of Quality. Tobin. R. ( 1999 )Get the better ofing Resistance to Change.ISBN 0749430370. Kogan Page Ltd.

Should Canada and the US trade essays

Should Canada and the US trade essays Should Canada and the US trade with China? With all the civil rights abused in China, should the Canada and the US be trading with them? In the view of one side, we should not trade with China because of these abused rights. It is thought that if we stop all trade with them, we will have an impact on their economy and they will at least cut down on their civil rights abuses in order to regain our trade and economy. But the view of the other side believes that if we keep trade with China, we can have an impact on their abuses through political pressure. Which side is correct? It is argued that trade with China is not helping the to eliminate their abuse on civil rights, rather supporting them because we are not penalizing them for their abuses, only doing what they want, investing money into their economy. The question could be raised is about how important trade with China is to our economy, and with China being twenty five percent of the worlds population, it is a very big market, and we gain plenty from this market, so how can we afford to miss out on this market. So how does trading with China help to eliminate the civil rights abuse? When our Priminister or the United States' president go to China to talk about trade issues or to have other political meetings, they also plan their trip to include talking to China about their civil rights abuse. This is one way that we can put political pressure on China. This leaves us with the question of weather or not these talks actually accomplish any thing. After all, when we talk to them about the abuse instead of pulling out some of the investments in their economy, do they just listen and tell us what we want to hear for the time, or do these talks effect them? Say we were to think that pulling our trade and investments out of China would impact them, it defiantly would, and surly would hurt their economy and make them think about decreasing if not eliminating the civil rights ...

The Union on the CBA Research Paper Example | Topics and Well Written Essays - 250 words - 1

The Union on the CBA - Research Paper Example The researcher states that the union has failed to explicitly state in the CBA the terms of how they would raise their premiums, given the anticipated appreciation of premium rates. The researcher states that the interpretation of the union on the CBA was reasonable, given that the CBA explicitly stated that the percentage increase on the premiums to be paid by the workers, effective January 1,200, would be on the stated amounts as based from the 1999 premiums for the TOP. In this case, it can reasonably be argued that the premiums to be paid by the workers would be based on 1999 premiums; however, it is also the union’s fault that they did not clarify on whether the rates presented on the CBA were merely illustrative, or were the actual rates. In this case, The researcher states that the company also had the moral responsibility to explicitly state the terms of the CBA provision, so that there would be no confusion on its interpretation. On this specific case, it can clearly be seen that the premium payment figures stated in the CBA may be reasonably understood to be based on 1999 premiums, effective on the stated date. Because the company actually failed to explicitly state that the figures indicated in the company were merely illustrative, despite their previous practice of how premium rates would be computed, this only created much confusion between them and the union, which may lead to significant disruption of normal business operations.

The effectiveness of training and development programmes in Essay

The effectiveness of training and development programmes in organisation - Essay Example Also included is a technique for calculating the Return on Investments for any training activity, ollowing the Phillips model. __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Survey and/or Interview Questions are designed for trainees, their immediate supervisors, their subordinates and others who frequently observe their behaviour. A control group should be set up. A survey should be conducted before and after the course. The after course survey can be conducted in intervals of three, six and nine months after the

Life expectancy, the number of years that a

Life expectancy, the number of years that a 195462 A discussion of the factors that contribute to lower life expectancy in the west of Scotland as compared to other parts of the U.K Life expectancy, the number of years that a person can expect to live on average, is a single measure of population health which is used to monitor public health, health inequalities, and the outcome of health service interventions and to allocate resources. Life expectancy in Scotland The relationship between health and wealth is complex. One as yet unexplained paradox in Scotland is that, even when matched with their English counterparts of comparable socio-economic status, Scots are relatively less healthy over a range of indicators from age standardised mortality to specific disease outcomes (Figure 1). Figure 1: Directly standardised mortality rates per 1,000 populations, 1990/92, by country and deprivation quintile. These findings suggest that there are factors at work, other than simply wealth, which are making Scots unhealthier than people in other parts of the UK (Scottish executives 2007). West of Scotland: A Description West of Scotland is one of the eight electoral regions of the Scottish Parliament which were created in 1999. In terms of local government areas the region covers: West Dunbartonshire East Renfrewshire Inverclyde Most of Renfrewshire (otherwise within the Glasgow region) Most of East Dunbartonshire (otherwise within the Central Scotland region) Part of Argyll and Bute (otherwise within the Highlands and Islands region) Part of North Ayrshire (otherwise within the South of Scotland region) Within Scotland, life expectancy is lowest for people living in the west of Scotland. According to the Scottish household survey, healthy life expectancy at birth is 63.3years and 60.3years in females and males, respectively of greater Glasgow for example. These figures are the lowest in the UK (Scottish Public Health Observatory 2007). Life in the West of Scotland While parts of west Scotland have prospered with greater employment and better paid middle-class jobs, in other parts ‘worklessness’ and low income are commonplace. The issue for west Scotland is that greater reductions in disease have been achieved elsewhere and so west Scotland’s health has become worse relatively in comparison to other UK cities. Estimates of life expectancy suggest that people living in west Scotland not only live shorter lives, but succumb to disease and illness earlier in life. An explanation to this is that the health of an individual is largely determined by the circumstances in which he or she lives. Poor health is associated with poverty, poor housing, low educational status, unemployment and a variety of other life circumstances (Tackling Health Inequalities 2007). Health inequalities within Scotland and between the west of Scotland and the rest of the UK appear to be widening. In the 10 years to 2001, average male life expectancy in Sc otland increased by 3% but the rate of increase was more rapid in the most affluent parts of the country, with the least affluent west areas falling behind (Whyte and Walsh 2004). The recent decline in death rates from common conditions such as cardiovascular disease has also been more rapid among the more affluent (Krawczyk 2004). Thus, despite the overall improvements, the west of Scotland still lags behind. Economic factors A number of trends related to the economy are also notable in West Scotland. There are now more women than men in employment in Glasgow and part-time work has grown to represent more than a quarter of all jobs. The service sector has grown to become the most important sector of the heart of West Scotland’s economy, while manufacturing employment has shrunk (Scottish Public Health Observatory 2007). Social factors It is common knowledge that those who smoke, become obese through eating a poor diet or through lack of exercise, and those who drink alcohol in excessive quantities or abuse drugs have poor health. Smoking levels in west Scotland have remained higher than those observed in other parts of the UK. Hanlon and his colleagues (2001) have shown that, by 1991, deprivation appears to explain only 40% of the excess deaths in Scotland (2001). Gillis and his colleagues (1988) have found that, at comparable daily smoking rates and levels of affluence, men in the West of Scotland are more likely to die from lung cancer than other populations in the UK or the US (Gillis 1988) (Figure 2). Figure 2: Comparison of lung cancer mortality in Renfrew and Paisley with three major cohorts in US and UK. The increasing impact of alcohol is undeniable: There are estimated to be more than 13,500 ‘problem alcohol users’ resident within Glasgow City, and since the beginning of the 1990s, there has been a striking increase in numbers of alcohol related deaths and hospitalisations especially in west Scotland. Simple projections of alcohol related deaths based on recent trends suggest that the number of alcohol related deaths in Greater Glasgow could double in the next twenty years (Figure 3) (Scottish executives 2007). Figure 3: Alcohol related mortality in West Scotland: Greater Glasgow The impact of the use of illicit drugs also serves to further decrease life expectancy in west Scotland in comparison with other parts of the UK. Between 1996 and 2004, drug related deaths in Greater Glasgow for example, rose by a third. There are estimated to be around 25,000 problem drug users in the West of Scotland, of whom more than 11,000 live in Glasgow (Scottish executives 2007). Life expectancy for drug addicts is expectedly very low and these figures will impact negatively on the overall life expectancy for the region. In Glasgow and other parts of west Scotland, it is predicted that single adults will account for 49% of all households in the next ten years, while lone parent households may rise to make up almost one in two of households with children (Scottish Public Health Observatory 2007). Obesity levels have risen exceedingly in west Scotland to the extent that in Greater Glasgow, for example, a fifth of males and almost a quarter of females are now estimated to be obese, with well over half classified as overweight. Trends in hospitalisation for diabetes, much of which is associated with obesity, have also risen dramatically in recent years (Scottish executives 2007). A cultural issue The ethnic minority population of west Scotland has risen in recent years and looks set to increase further, particularly taking into account the recent rise in the asylum seeker and refugee population. The influence of this trend on life expectancy within the region remains to be determined (Scottish Public Health Observatory 2007). Provision of services Despite improvements in overall house conditions and dramatic decreases in levels of overcrowding, housing-related problems persist for considerable numbers of residents of Greater Glasgow and the West of Scotland (Scottish Public Health Observatory 2007). Recent research suggests other important ways in which the environment and life circumstances can affect biological processes which in turn can make individuals more susceptible to ill health. By following the progress of male civil servants over a 10 year period, Marmot and his colleagues found that mortality was approximately three times greater among the lowest grades than the highest (Marmot et al 1978). When deaths from heart disease were considered, the recognised risk factors of smoking, high blood pressure and elevated cholesterol levels could account for part of the differences between the groups. Other studies have confirmed that higher levels of risk of death in a working population are explained by health-related behaviours (Marmot 2000). There is mounting evidence that at least part of the unexplained increase in risk across the social classes is related to how the body responds to social stress. Available data shows that people are perhaps exposed to a high level of str ess factors in west Scotland (Scottish Public Health Observatory 2007). Whether these stress types and levels are more or comparable to what is obtainable in other parts of the UK remains an unanswered question. . References Gillis CR, Hole DJ, Hawthorne VM, 1988.Cigarette smoking and male lung cancer in an area of very high incidence-II Report of a general population cohort study in the West of Scotland. J Epidemiology and Community Health 42: 44-48. Hanlon P, Walsh D, Buchanan D, Redpath A (2001). Chasing the Scottish Effect. Public Health Institute of Scotland (now NHS Health Scotland) Glasgow 2001. Marmot MG, Rose G, Shipley M, Hamilton PJ. (1978) Employment grade and Coronary Heart Disease in British civil servants. J Epidemiol Community Health. 1978 Dec; 32(4): 244-9. Marmot MG (2000) Multi-level approaches to understanding social determinants in Berkman and Kawachi (eds) Social Epidemiology New York. Oxford University Press pp 349-367. Scottish executives (2007) [Internet] Available at http://www.scotland.gov.uk/Topics/Statistics/Browse/Health/TrendLifeExpectancy Scottish Public Health Observatory (2007): Healthy life expectancy in Scotland (Internet) (Accessed 15/04/07) http://www.scotpho.org.uk/web/site/home/Populationdynamics/Healthylifeexpectancy/hle_intro.asp Tackling Health Inequalities – An NHS Response (2007) [Internet] (Accessed 15/04/07) www.sehd.scot.nhs.uk/nationalframework/Documents/TACKLING%20HEALTHINEQUALITIES240505 Whyte B and Walsh D. (2004) Scottish Constituency Profiles 2004.www.phis.org.uk/info/sub.asp?p=bbb Krawczyk A. (2004) Monitoring Health Inequalities. Scottish Executive Health Department Analytical Services Division 2004.

Extraordinary Tourism

Extraordinary Hotels and Special Services Table of Content Introduction Definition of Extraordinary Tourism Trend Analyse Special Services In hotels and observation of Extraordinary Hotels 2013 Future prediction and Conclusion Introduction The purpose of this report is to clarify and define an increasing trend In tourism of modern times. The report will define and explore the different dimensions of the growing trend of extraordinary tourism and present different examples of this from a global perspective.A trend analyse will provide the reader with new concepts and emands from the tourism market. At the end of the report we will have short look at future predictions and the conclusions that can be made out of the results provided in this report. Definition of Extraordinary tourism The expression â€Å"extraordinary tourism† derives from the growing trend of outstanding accommodations offered within modern tourism and other alternative to main stream ways of travelling.To simp lify this expression one could start with defining the â€Å"ordinary tourism†, which tend to be the most common way of travelling. The main stream way of travelling is usually defined as charter holidays where the customer is provided with all travelling information and a chosen variation of destinations by a local travel agency. When we speak about extraordinary tourism the customer tend to do the destination research himself and as well for the accommodations. Research is usually provided by internet or from social networks where unique travel experiences could be shared.There is numerous of option for the traveller to organise an extraordinary holiday, it could be an alternative accommodation, extreme location. pecialised resort or an extreme way of traveling around the location. The current studies of this on going trend is lacking statistical numbers but what is easy to identify in modern tourism market is that hotels and resorts are generally changing there approach fr om a wide market target to a much more specified target group.Trend Analyse Recent studies have shown that the booking services are taking a more personalised and customised approach to meet the growing demand of extraordinary holiday experiences. Todays customer in travel agencies are decreasing hence to the easy 1 OF3 ccessed DooKlng posslDllltles onllne wnlcn Is a growing tnreat to tne market leaders in old school travel agencies around the world. It is a fact that the technology will and have already changed the tourism market, therefore the tourism market needs to change together with technology.Agencies are meeting these demands with different approaches but one significant trend is to offer well organised extraordinary holidays such as safari trips, diving holidays or health retreats. The extraordinary holiday has many faces and the selection is growing together with demanding market consumer. The global economy is changing and new customers come with it and so do new destina tions such as Burma and other countries where it might have been a turbulent in the past decade. The variation of different accommodations is perhaps the most outstanding segment of the extraordinary tourism.The small city hotels are today called â€Å"boutique hotels† or design hotels that offers a central accommodation that appeals to the guests personal taste of interior design or offers a feeling of a stylish personal segment. For the eco friendly guest you can chose to stay in a green hotel, the adventures can stay n a tree cottage in the middle of the woods and stay warm from the open fire, the variations are many and the tourism market stays creative to do their best to stand out in this competitive market climate.Special Services in hotels and extraordinary hotels 2013 The special services provided on todays market are many and the variation is wide and in the following part of the text you will find some of the extraordinary services and unique accommodations offered around the globe today. Sunburn supervisor might be a new kind of supervision to many tourist but not if you ave stayed at Akaryn Samul, Koh Samul where the guest is offered to have a supervisor to prevent the guest to burn in the sun.This service is provided in a luxury resort and the Sunburn supervisor will reapply sunscreen every hour and as well after you had a dip in the pool. The divorce hotel is a hotel resort targeting couples who aim to get a divorce as soon as possible and as easy as possible. The hotel provides their guests with specialised professionals who help the guests through every step in the divorce. The variation of accommodations oday could depend much on your wallet and certainly if you are planning on checking in to the Poseidon undersea resort next to the Katafinga Island in Fiji.The undersea resorts consists of a luxury resort completely under water where the guests can enjoy the beauty of sea-life in the dry. A much cheaper option for an extraordinary acco mmodation could be the Jumbo Jet on Arlanda, the international airport of Stockholm in Sweden. The Jumbo Jet allows the guests to have a good night sleep in a Jet plane on the ground before it is time to head up in the sky, located next o the airport but offer the guest a unique stay at the airport.Future prediction and Conclusion The extraordinary tourism seems to be â€Å"the new black† and for the future we can expect much more of these alternative ways of travelling. Demanding customers and a growing global economy will re-write the market of tourism and the next innovative hotel idea is Just around the corner. ReTerence list http://aboutourism. wordpress. com/trendspotting-2012/ http://www. entrepreneur. com/slideshow/175884 http://www. asiaspa. com/galleries/20130903143744

Marketing Communications-Muji

MKTG1266 Marketing Communications _______________________________________ Group Assignment By: Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) Table of Contents 1. Situation Analysis 1. 1. 1. 2. 1. 3. Internal Analysis External Analysis (PESTLE) SWOT Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38 2. M arket Problem /Opportunity 3. M arketing Objectives 4. Positioning 5. Com m unication Objectives 5. 1. 5. 2. 5. 3. 5. 4.Category Need Brand Awareness Brand Attitude Brand Purchase Intention 6. Cam paign Budget 7. Cam paign Target Audience 7. 1. 7. 2. 7. 3. Brand Loyalty Creative Targets Behavioural Sequence Model 8. Creative Strategy 9. M edia Strategy 10. Other IM C Activities 11. Evaluation and Control 12. Reference 13. Appendix 13. 1. 13. 2. 13. 3. (A) Model of Brand Loyalty for Generation Y (B) Media Schedule/Plan (C) Media Budget 13. 4. (D) Storyboard #1 and #2 for TV Advertisements 13. 5. (E) Sample of Print Advertisements 13. 6. (F) Sample of Microsite for Meiji’s Yoghurt 2 1.Situation Analysis 1. 1. Internal Analysis Financial †¢ Net sales for the past three years (FY 2008 to FY 2010) fluctuating due to the economic crisis in 2009 and the Japan disaster (in million): ? 711,394, ? 704,999, ? 708,142    †¢ †¢ Adopts a sustainable profit distribution policy to shareholders (MEIJI, 2011). Return on equity for the past three years (FY 2008 to FY 2010) on average is 4. 6% (MEIJI, 2011). Physical †¢ †¢ Many plants in Asia: Japan (several) Singapore, Bangkok (MEIJI, 2011). Research labs, offices and headquarters in Japan and overseas (MEIJI, 2011).Distribution vehicles that have been modified to ensure that the products are safely delivered (MEIJI, 2011). †¢ †¢ Materials are sourced locally (MEIJI, 2011). Uses technology and know-how cultivated in Japan to develop appealing products that are tasty and healt hy to its consumers (MEIJI, 2011) †¢ A comprehensive in-house quality control system called, Meiji-Quality Management System (M-QMS) that ensures the quality of their products (MEIJI, 2011). Reputation †¢ Acquired top brand position, from its imports of milk and yoghurt products in Singapore (Bangkok Post, 2012).Human Resource †¢ †¢ An estimated 14,861 employees work at Meiji (Japan). All employees are guided by a three-part system of principles, which are the group’s approach in building brand power and achieving continuous growth in corporate value (FBR, 2010). Technological 3 1. 2. External Analysis Political: †¢ Local broadcast market monopolised: MediaCorp is the largest and only media broadcaster (MediaCorp, 2012) so the content of the advertisements need to follow the requirements/practices set by the company. Government support: encourages research and development (R&D) to develop tools and customised applications that engage consumers (Singap ore Media Fusion, 2010). †¢ The government and its laws: companies pressured to be more socially responsible (Cihangir, 2008). Thus, when conceptualising advertising campaigns, the organisation should be careful about using taboo or sensitive topics. Economical: †¢ Recession: companies identify marketing activities as a cost, rather than an investment so marketing budget are usually the first to get trimmed down (Fader, 2008).Meiji should not adopt this view as research shows that companies who continue to advertise during such times perform better in the long run (McGraw-Hill, 1986). †¢ Cost-effective advertising during recession: cost of advertising is relatively cheaper since many companies are holding back (Billetts, 2009) as such media channels are more willing to reduce their prices. Companies can further benefit from this as they can finally break through the clutter, with lesser advertisements available in the marketplace. Healthy economy equates to stiff comp etition: companies are fighting for a slice of the market share so they spend more money on advertising. This results in lesser advertising space available and creates a dense marketing atmosphere thus tiring and irritating the consumers. Social: †¢ Increasing popularity of social networking sites: penetration rates for Facebook and Twitter are 48. 9% and 16% respectively (Clicktrue. biz, 2011). A report by Firefly Millward Brown (2011) suggests that 4 Singaporeans are so connected that their families, friends and other personal details in the real world can be found in the virtual world. †¢ Diverse race and religion background in Singapore: important that the advertising materials are mindful of the diversity. Consumers spend more time online than ever: internet usage averaging 10. 5 hours in Singapore (Internet World Stats, 2011), to reach them and stay competitive, it is important for Meiji to have a strong presence on the social web. †¢ Consumers are more favourab le towards green-marketing: they want to associate themselves with companies that are environmentally-friendly. As such, it is important that Meiji communicates its belief in protecting the environment through its practices. Consumers adopting a more socially and environmentally conscious behaviour: cause-related marketing can boost company’s public image (Alden Keene and Associates, 2007), helps to differentiate the company from their competitors and encourages customer loyalty. Meiji can communicate and inform consumers about their CSR practices to take advantage of this point Technological: †¢ Technology is constantly evolving: highlights importance for companies to ‘be on their toes’ with regards to technological changes (Bearden, n. d. ).Today, when communicating with consumers, companies have to look out for both traditional and new media in order to effectively. †¢ Benefits of technology: integrating technology into marketing efforts help to redu ce costs and increase efficiency (Lee & Carter, 2009). Meiji can consider incorporating digital advertising to reach a larger group of audience instead of relying on traditional forms (eg: POP display). †¢ Shift of budget dollars: rising trend of companies shifting budget dollars towards digital advertising and social media (Entrepreneur, 2011), but companies should not neglect its traditional media.Instead, they may want to include URLs or QR codes in its traditional advertising. 5 †¢ Integration of Singapore’s media: all of Singapore’s media integrated together (ie: MediaCorp’s TV, radio, newspaper and website advertising channels), companies can benefit from the presence of these media channel Legal: †¢ †¢ Advertisers’ creativity is restricted due to strict regulations in the local advertising scene (ZDnet Asia, 2011). Consider intellectual property issues when designing communications materials (WIPO, 2005).In the case of using com petitors for comparisons, advertisers have to be weary of trade defamation (Intellectual Property, 2010). †¢ With the Singapore Code of Advertising Practice in place, advertisers should note that the content of the marketing campaign must not subvert values of the society (CASE, 2008). Environmental: †¢ Increased popularity of green marketing: more companies adopting environmentally-friendly image but, due to rise in â€Å"greenwashing† (false claims from companies) consumers are wary of such claims (Spors, 2011).Meiji can counter this by demonstrating their green practices through their website to gain consumers’ trust †¢ Green practice is now the â€Å"in† thing: highlights attractiveness of broadcast and social media since they do not contribute to any waste; unlike traditional media, which involves printing and distribution of resources †¢ Truthfulness in eco-friendly image: companies have received severe backlash from claims that were fo und to be misleading and untruthful (Ottman, 2011). This will eventually tarnish the brand of the companies.This again highlights the importance of truthfulness so Meiji needs to take this into consideration. †¢ Social media users highly conscious about social and environmental issues: good news to companies as these consumers are more prone to rewarding responsible companies (Buhner, 2011). This further proves the importance of adoption of environmentally and socially friendly methods in the running of the business and their advertising method. 6 1. 3. SWOT Analysis Strength †¢ Japanese brand so consumers likely to †¢ form favourable impressions of Meiji, associating good quality to their †¢ in products (Maheswaran, 2006). A leading manufacturer in dairy products probiotic †¢ that specialises dairy products brands Weakness Meiji faces competition from other diary with bigger market share (Euromonitor International, 2011). While competing brands are developi ng their yoghurt products with more exotic brands and benefits and to cater in to their consumers’ changing taste, Meiji lacks diversification yoghurt dairy flavours products (Euromonitor (Bangkok Post, n. d. ) Well-developed brand awareness of its confectionery and selected products in Singapore (Meiji Seika Pte. Ltd. 2008), thus newer products can †¢ leverage on established brand image †¢ Meiji is amongst the top five leading brands in the Yoghurt and Sour Milk industry in Singapore (Euromonitor International, 2011). †¢ Meiji’s product offerings perceived as a functional food and a healthier snack or dessert choice by consumers (Scientist Live, n. d. ). †¢ Comprehensive quality control system so quality and consistency is assured (Meiji Holdings Co. Ltd. , 2011). †¢ Involved in corporate (Meiji, 2011) social thus responsibility International, 2011) thus puts Meiji at a disadvantage.There are limited forms of marketing communications strategy used by Meiji (Singapore). For instance, the official website does not show the yoghurt products that they have to offer. creating a positive brand image for the company, as consumers today, are becoming more interested in CSR activities. 7 †¢ Opportunity Singaporeans are becoming †¢ Threats Food product safety has been a huge threat in the food industry, especially since the milk contamination problem in 2008 has caused even greater concerns over food safety (Associated Press, 2007).As such, it is important that Meiji ensures the highest food safety practices to prevent damages in its brand image and lose the trust of its faithful increasingly health conscious (The Nielsen Company, 2009). They are seeking a healthier lifestyle but their habit of snacking still exists (Nutrition Singapore, 2007). These two factors provide an opportunity for Meiji yoghurt as it is a healthy snack. †¢ As mentioned previously, consumers are getting more ethically and environmentally awar e, and have a †¢ tendency to purchase from companies that are conscious of these factors too (Spors, 2011)!As Meiji practices CSR (MEIJI, 2011), by maximising this emotional factor in consumers, we can †¢ further appeal ourselves to them. †¢ Yoghurt has managed to revitalise itself in the market, and insiders say it will continue to do so. This is due to the innovation opportunities brought about by the different combination of fruits and flavours, and the content of it, such as low fat, low sugar etc (Decker, 2009). †¢ customers. A shift in demand in the dairy products (ie milk and yoghurt) that are low priced have resulted in price wars and an increase in promotion expenses (MEIJI, 2011).Huge availability of substitutes in the market pricing (Euromonitor, and appeal 2011). to the These general substitutes are different in their taste and consumers, especially due to the sweet factor in these snacks. However, the winning factor for is that Meiji’s yoghurt s are offering consumers the best of both worlds – a healthy and delicious in every cup of Meiji’s yoghurt. Now who says you cannot have your cake and eat it too! Rising cost of raw materials due to fluctuations in supply and demand, natural disasters etc have affected the production cost. 8 2.Market Problem/Opportunity There are two trends evident in Singapore according to two separate studies: †¢ †¢ Growing trend of healthy eating in Singapore (Health Promotion Board, 2008) 75% of Singaporeans snack at least once a day (Nutrition Singapore, 2007) While consumers in Singapore are seeking a healthier lifestyle, they still demand snacks that have health benefits without compromising on the taste of the product (Leatherhead Food Research, 2011). Another interesting point to note is that the functional beverage market, which includes yoghurt and smoothies, is a booming market, with global sales exceeding $9. billion (Freshandhealthybrands. com, 2012). In Singapo re specifically, yoghurt and sour milk drinks have grown in popularity, with yoghurt increasing in popularity thanks to the yoghurt cafes that have sprung recently. This has led to an increased awareness of the health benefit of yoghurt (Euromonitor International, 2011). As such, all of these presents an opportunity for Meiji yoghurt to take advantage of – the adoption of healthy living and Singaporean’s habit of snacking. Meiji yoghurt fits perfectly into the picture as it is a snack that is not only healthy, but delicious too!We can leverage on this opportunity to inform the consumers that it is not necessary for them to remove snacks/desserts from their meals completely; instead we have the perfect replacement: a cup of healthy and tasty Meiji yoghurt that comes in strawberry, mixed berries, aloe vera, nata de coco and mango! 3. Marketing Objectives From 2004 to 2009, Singapore’s yoghurt market had a compounded growth rate of 8. 3% (MarketResearch. com, 2011) . In 2011, Meiji held 4. 7% of the market share out of $15. million of the yogurt sales (Euromonitor International, 2011). As such, these would be our marketing objective are as follows: 9 †¢ †¢ †¢ †¢ Increase market share by 0. 5% to reach 5. 2% market share To stimulate sales of $8. 112 million, up from $7. 332 million Increase awareness and knowledge of product and brand by 20% Establish a 30% change in the perception of yoghurt among target audience 4. Positioning We positioned Meiji and its competitors against their percentage of brand shares obtained in 2010, and their current product offerings.Although Marigold, Yoplait and Meiji has fewer varieties (ranging between four to six flavours), they have higher brand shares, as compared to Nestle with as much as 11 different flavours. This could be due to Nestle’s relatively new entrance into the market. As mentioned previously, as consumers seek exotic flavours, Meiji needs to strengthen their brand to p revent Nestle from taking over by building brand loyalty and constant innovation. Through our advertising campaign, we aim to gain stronger brand awareness resulting in a higher percentage of brand shares. 0 5. Communication Objectives The team aims to achieve these objectives through our Integrated Marketing Communications Plan: †¢ Primary objective: To change consumers’ perception of yoghurt from being a healthy food, which has a negative connotation as healthy food is associate to bad tasting food (The News Herald, 2012), to accepting yoghurt as a healthy and delicious alternatives to snack †¢ Secondary objective: To increase consumer’s awareness and knowledge of the product and brand name, in this case being Meiji’s yoghurt 5. . Category Need Due to the different characteristics and lifestyles of our desired target audience, the team has established a category need for each target group: 1) 15 to 25 year olds that do not eat yoghurt: this particula r segment seeks a healthy lifestyle but they still want their sweet tooth to be fulfilled. A gap between their desired state and their actual state exists so we aim to fulfil it by convincing them that Meiji yoghurt is able to fulfil their need of having a healthy snack that taste good, if not great!It is a perfect substitute that gives them the same delight they get from eating other snacks, but without the same unhealthy content. 2) 26 to 35 year olds that seek convenient snacks: with Singapore’s workforce having a reputation of clocking in the most hours at work in the world (International Labour Organisation, 2010), many forgo having lunch as they are too busy. This suggests that snacking is not even an option for them consider. Again, a gap exists because their basic need of eating is not fulfilled and their want to snack is not met.This provides an opportunity for us to take advantage; by reminding consumers that Meiji exists as a convenient and healthy snack that can b e purchased anywhere and be eaten anytime (as long it is kept refrigerated). 11 5. 2. Brand Awareness Brand awareness is important for many reasons: it enables the brand to be in the consideration set, create sales, determines one’s purchase decision and formation of brand image. This is especially important for fast moving consumer goods as consumers spend little to no effort in information search due to the low involvement nature of the product (Pitta & Katsanis, 1995).The team hopes to establish a long-term brand awareness of Meiji’s Yoghurt through a two-stage process: †¢ First stage: creating brand recognition by informing consumers of the benefits of Meiji’s yoghurt and differentiating ourselves (Morebusiness. com, 2006). This will be done through our television advertisements, which may result in them leaning towards our product as their product choice when they visit their nearest store to choose between the many different brands offered.This is due to the sheer exposure of our advertising that prompts them to think about Meiji when given a visible cue, in this case being yoghurts (Keller, 1993), thus illustrating the positive effect of our marketing effort. †¢ Second stage: establish brand recall by building strong brand equity so that consumers are able to recall Meiji’s brand without aid. This will be done through PR, as people believe other consumers more than advertisements (Nielsen, 2009), and through viral marketing, which helps create excitement about the brand.By successfully achieving top-of-mind-awareness, consumers will think of Meiji each time the urge for snacking will arise. 5. 3. Brand Attitude Brand image has been defined as â€Å"perceptions about a brand by the brand’s association in consumer’s mind† by Keller (1993). To create a good brand image, positive associations to the brands must be created. There are three dimensions to associations: attributes, benefits and attitude ; and these associations have to be unique, favourable and strong (Kelle, 1993). The team has identified these in the diagram below: 12 5. 4.Brand Purchase Intention The team propose to use â€Å"Liking† under Robert Cialdini’s Six Rules of Influence (1993) to motivate purchase intention as consumers are more likely to purchase from a brand that they like. We aim to make Meiji yoghurt, a fast moving consumer good that is typically a low-involvement purchase, an interesting product through our television advertisements, viral marketing and PR efforts. These efforts will illustrate how Meiji’s yoghurt is more than just a typical snack. 13 6. Campaign Budget Objective and task budgeting is being used in campaign budget so as to achieve the Meiji’s desirable market share of 5. 2%.Meiji had to accomplish two communicating objectives which are: a 30% change in the target audiences’ perception of yoghurt being an inexpensive and healthy yet delicious snac k and increase target audiences’ awareness and knowledge of the product and brand name by 20%. Reflecting on the communication objective of Meiji, the decided amount that is going to be invested in the advertising campaign will be approximately $1 million (calculations available in Appendix C). With this sum of investment in the advertising campaign, the team hope to fulfil the communicating objectives which ultimately, lead to the increase of the market share. . Campaign Target Audience For a marketing communication campaign to be successful, the company need to identify their target audience clearly. The campaign will be targeting two demographic groups. Primary Target Audience Demographic Psychographic †¢ Male and female aged †¢ Health-conscious 15-25 (students) †¢ Enjoys quality, tasty, healthy food †¢ Male and female aged †¢ Time-deprived 26-35 (working adults) †¢ Like to try new things †¢ Actively involved in social media Geographic Be havioral †¢ Everyone in Singapore †¢ Increasing involvement in family purchases †¢ Buy product based on convenience †¢ Less brand loyalty 7. . Brand Loyalty The first target audience will be new category users aged between 15 to 25 years old, who have not tried eating yoghurt. The second group of target audience will be working adults that are between 26 and 35 years old. They are favorable brand switchers that occasionally buy Meiji Yoghurt but don’t have a specific brand that they are loyal to. Majority of these people falls mostly within Generation Y. 14 Characteristics of Generation Y †¢ †¢ †¢ †¢ †¢ Less Brand Loyal Style Conscious Technology Wise Highly Involved in Social Networking/Media More Involved in Family PurchasesBrand loyalty is key to success in marketing communication. With the implementation of the integrated marketing communication plan, we hope to create brand equity, continued awareness and most importantly, inc rease consumers satisfaction thus encouraging repeat purchases (Keller, 1998). Meiji Yoghurt, being a fast moving consumer good, is a low-involvement purchase decision. In order for the product to gain awareness for the new category users, price is an important factor. Since they are new users, they do not have any compelling need to purchase a particular brand.One activity to encourage and persuade them to purchase would be sales promotion (Krishamurthi & Raj, 1991). After that, continued engagement with these consumers will potentially convert them into loyal customers. As for the second target audience, who are favourable brand switchers, changing their attitude and increase their liking for the brand would be beneficial. Through our comprehensive advertising plan, it will attract the attention of these consumers, allowing them change their attitude, perception, and may even develop a liking for the brand.This would help to decrease the likelihood of switching brands (Reid, 2005) thus, driving brand loyalty. 15 7. 2. Creative Targets – Sales personnel, friends, family members – Opinion leaders (famous online Influencer bloggers), friends, family members Initiator Decider Purchaser – Target audience themselves, family members – Target audience themselves, family members Informing them of the health benefits of Meiji yoghurt Informing them of both the taste and the health benefits Informing them that its value for money because of the quality of the yoghurt Informing them that its value for money because of the quality of the yoghurt â€Å"Creamier.Fruitier. Amazingly aMEIJI-ng† User – Target audience themselves 7. 3. Behavioural Sequence Model What (Decision Need Arousal Stages) Oneself, Sales Who Promoters, Friends, (Roles) Family, Colleagues, Media Home, In-store Where (Supermarkets), (Location) School/work Cravings for dessert, habit/routine (part of When their meal component), (Timing) losing weight, recalling/ex posure to advertisement Information Search & Evaluation Purchase UsageOneself, Friends, Oneself, Family, Family, Media, Sales Oneself, Family Friends Promoter Home, in-store, school/work, points of interactions between friends/family, Internet Cravings (random discussion with friends/family and comparing brands) Supermarket, Anywhere (E. g. convenience Home, Work, stores, vending School) machine Sales promoters, Cravings, Habitual purchase Part of meals, Feel like Snacking, When cravings arise Free samples, brand recall, cravings, How friends/family etc, Word of Mouth (Decision realization of intrinsic Process) needs (importance of being healthy, going on a diet etc)Cravings, Habitual purchase (when stock run low) To satisfy need, to satisfy oneself, to enjoy the product 16 8. Creative Strategy Central Theme: Each creative message features our Meiji yoghurt mascot. Our advertisements show situations in which our target audience encounters every day, where they are faced with issues such as not having enough time and health-related issues. However, the advertisements will illustrate the role of Meiji’s yoghurt; by simply adding it in their lives, they will have reasons to smile. We want to illustrate how Meiji’s yoghurt, by being â€Å"Creamier.Fruitier. Amazingly a-MEIJI-ng†, it is a simple, inexpensive way to get through any good or bad days! Appeal Technique: The message will show how simple life’s pleasures can be. The advertisement will be realistic and appeal to the emotional side, illustrating our understanding of the problems faced by our consumers. However, we want to put forward a positive message of how Meiji’s yoghurt inject fun, healthy and lively moments in their lives, and show them that the best of both world is served in a cup of Meiji’s yoghurt.Tone and Style: Other advertisement simply tells the consumers the benefits their yoghurt brings, thus making the yoghurt advertisements in Singapore standardiz ed and boring. We, on the other hand, want to show a genuine response that people can relate to! The tone and style of the advertisement will be in modern settings. For our television advertisement, the music will be fun and lively, which will coincide with our image.For our print advertisement, it will feature bright, lively colours such as red, green, purple and yellow, to demonstrate our brand image. Tagline: â€Å"Creamier. Fruitier. Amazingly a-MEIJI-ng†. 17 9. Media Strategy An integrated media campaign is primarily designed to encourage a change of perception amongst our target audience towards yoghurt consumption, thus by so doing, creating brand loyals. The media strategy will also address our secondary objective in heightening brand awareness and knowledge towards Meiji’s yoghurt.Primary Medium: Television Advertising Vehicle #1: Mediacorp Channel 5 Vehicle #2: Mediacorp Channel 8 Details: †¢ †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Length of Advertisement = 15 seconds Timing of Advertisement = 19:00 – 22:00 (Prime Time, Daily) Reach: 60% of Target Audience Frequency o 2X a week for the first three months o 1X a week for subsequent two months o 1X in two weeks for remaining months By using television advertising as our primary medium of communication, we want to convey our message to the mass audience – not merely our target audience, but impacting those who have a role in deciding as well.We want to create contexts people can relate to via our advertisements (Brandalyzer, 2012). These contexts will be based on the locations (ie: where) and likelihood of occurrence identified in the BSM. Therefore, when consumers encounter a similar situation they will subconsciously recognise the advertisement they’ve seen and connect with the brand, Meiji. There will be two versions of the advertisements, targeting our two demographic groups, broadcasted over a year with three varying frequencie s. Examples of our storyboard can be found in Appendix D. 8 Our plan is arranged such that there is more frequent exposure in the initial months to establish a level of brand recognition and reduced frequency in the later period, as an aided reminder to create brand recall. Secondary Media: †¢ Point-of-Purchase (POP) Advertising Vehicle #3: In-store Media (eg: shelf talker) Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Contents of POP display similar to other print advertisements Reach: 35% of Target Audience Frequency: Throughout the campaignOur POP displays will be placed in larger distributing outlets (eg: NTUC, Cold Storage) with two intentions: firstly, to reinforce the brand image formed by the different advertisements and secondly, to trigger consumers to purchase Meiji’s yoghurt. The display will be an in-store media, in the form of a shelf talker, where it is attached to the shelf adjacent to the product (Koekemoer & Bird, 2004 ). With the POP display, we aim to draw the attention of shopper’s to our product. According to Koekemoer and Bird (2004), POP display plays a fairly significant role in influencing unplanned purchases.Therefore, it may be effective in stimulating a consumer’s need for Meiji’s yoghurt up to the final stage of his/her purchase decision. †¢ Internet Advertising (Website) Vehicle #4: Creating a Microsite for Meiji’s Yoghurt Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Reach: 70% of Target Audience Frequency: Throughout the campaign Content: Different Tabs (Product, FAQ, Recipes, Games, Contact, Gallery, Social Media, etc) 19 As part of our media strategy, we will be incorporating an online advertising element for Meiji by creating a microsite.The microsite will act as an online platform for interested consumers to find out more about their yoghurt, which is lacking in their official website. From the BSM, we noticed h ow consumers normally obtain information (of yoghurts, being a low involvement product) through word-of-mouth. We plan to make information available online, and at the same time include interactive features that will engage these potential consumers. For instance, we can include videos to communicate the benefits of yoghurt in a non-boring manner or an interactive application that allows consumers to ask questions.In doing so, we aim to change consumer’s perceptions towards yoghurt, creating a ‘fun’ persona. Meiji yoghurt’s microsite will be modelled after Cadbury’s, seeing how they’ve been very successful with developing microsite for various of their products: http://www. cremeegg. co. uk/, http://www. cadburymagicalelves. com/grotto. html An example of our microsite for Meiji’s yoghurt can be found in Appendix F. †¢ Newspaper Advertising Vehicle #5: Today Vehicle #6: myPaper (Wednesday – Lifestyle) Details: †¢ †¢ †¢ †¢ Full Colour Size of Advertisement: ? page Reach: 65% of Target Audience Frequency: 1X a week every monthMeiji’s yoghurt will be advertised in both freesheets, which have an average of 250,000 copies distributed daily. With a high circulation rate, we can expect that there will be a positive effect on the rate of exposure our target audience, with seven in ten people reading the newspaper everyday (AsiaOne, 2010), 20 We have overlapped both newspaper and television advertising, with aims of maximising our media coverage and indirectly, increasing the frequency or intensity of cravings (eg: when our target audience feel the need to have a cup of yoghurt). A sample of our print advertisements can be seen in Appendix E. Magazine Advertising Vehicle #7: Shape Vehicle #8: Seventeen Vehicle #9: Her World Vehicle #10: Men’s Health Details: †¢ †¢ †¢ Size of Advertisement: Full Page Reach: 70% of Target Audience Frequency: 6X over a period of 12 months The team has shortlisted four magazines to feature our print advertisements, as they are target audience specific. The magazines include Shape (for the health conscious), Seventeen (for the younger generation), Her World and Men’s Health (for the working adults), which will be used to advertise our print media every alternate month throughout the year.According to AsiaOne (2010), readership in magazines continue to increase, like Her World’s 246,000 or Men’s Health’s 114,000 readers. This will help achieve our objective in establishing brand awareness. The magazine advertisements may act as a form of repeated exposure for Meiji and eventually create a strong brand image when consistently presented. Thus, any reader of the magazine, who may happen to be an initiator, influencer, decider, purchaser or user, may spread good word-of-mouth and perhaps arouse a need for yoghurt consumption for themselves or others. The media plan/schedule is presented i n Appendix B. 1 10. Other IMC Activities Meiji will be using the following additional techniques to co-ordinate with the other communication mix elements. These activities will complement our primary medium and further enhance consumers’ brand awareness towards Meiji. Quick Response Codes: A survey by TNS revealed that 72% of Singaporeans are using smartphones, the world’s third highest smartphone penetration rate (Chua, 2011). With the advancement of technology and increasing numbers of smartphone users, resulting in the emerging trend of using Quick Response Codes as a marketing tool.It will be embedded into printed advertisements, magazines, point-of-purchase and on the product itself. This is one cost effective way for Meiji to communicate and connect with their target audience. It also allows consumers to gain instant access to great amount information such as current promotions and events, directing them to company’s website, Facebook, Twitter, youtube pag e, etc with just a snap. These social networking platforms increase the interaction between Meiji and their consumers which eventually improves customer satisfaction and enhances experience (Cepheid, 2011).Sales Promotion Sales promotion encourages new customers to try Meiji Yoghurt and increase the usage for current consumers by giving incentive for their consumer, which could help in strengthening the relationship between the company and consumers. It has been shown that sales increase during periods that involve sales discounts or other promotions (ie a free gift included). These could be conveyed through printed advertisements in newspaper and magazine, QR codes and mobile coupons. Consumers can flash the coupon on their smartphones to the cashier o obtain discounts or collect free gifts. The sales promotion will last for a week, which will occur once every 3 months in order to ensure continued trial and purchase. 22 Public Relations Another technique will be using the media to convey the message the company want their target audience to know. Meiji will be sending out press release like information about benefits of eating yoghurt (featuring Meiji Yoghurt), company’s recent activities and events to a targeted range of newspapers and magazine publishers (i. e. Mind Your Body and Men’s Health) for coverage.Public relations is a good and cost-effective way to advertise a product or brand as news and stories featured are seen to be more credible to the readers as compared advertisements. However, the company has no control on what will be reported and when the article will be published. Risk of misinterpretation and misrepresentation may also occur. Viral Marketing Word-of-mouth is a powerful marketing tool as consumers usually trust friends and family members above experts when it comes to product and brand recommendations (R, 2008).Hence, viral marketing is one activity a company could execute to help them to reach their objectives. Our compan y will create an online campaign to generate buzz and excitement. Creative videos will be posted on Meiji's YouTube channel and embedded onto the company's website and Facebook page for the message to be spread. 23 11. Evaluation and Control In this report, there are various media chosen to create awareness and change the perception of Meiji yoghurt. It is important that we evaluate and measure the effectiveness of the media vehicles.In the given of 12 months period, the team will carry out a pre-testing evaluation method to determine whether we have achieved the objectives (Ramjee, 2009). Using this method, the company can compare the before and after effects of implementing the media vehicles and either eliminate or make amendments. We have identified specific evaluation methods for each of the vehicle and a focus group to test all the vehicles. †¢ Sales promotion Pre- and post-test analysis of shelf space given by the retailer: reflect the effectiveness of sales promotion as more shelf space given suggests a successful sales promotion †¢ Television advertisementPre, during and post evaluation of advertisements: carried out through surveys by examining consumers’ perceptions of the advertisement and brand and the awareness level of the Meiji yoghurt (Neuez, 2003). Any shortcomings highlighted can be amended quickly to increase the effectiveness of the advertisements. Television advertisement ratings and awards: able to know how many people have been exposed to the advertisement, based on the reach, track the awareness level of the advertisement (Nikerson, 2007) and nominations (ie Nielsen Superbrand, Singapore Advertising Hall of Fame etc), which suggests a positive liking from consumers. Point-of-Purchase (P. O. P) Advertisement Observe the sales figure on a weekly basis: Using the sales figures prior and during the P. O. P advertisement period to trace if there is any extra sales generated and how much more sales had been generated (Liljen wall, 2004). 24 †¢ Print advertisement 1. Ask customers: find out if they know the brand and how how they learn about the brand and product on a regular basis (Roggio, 2009) to test the effectiveness of the advertisement and the media vehicle, which verifies if they have used the â€Å"right† media vehicle. . Monitor the sales figure after the printed advertisement has been published: comparison can be done with the sales figures prior and after the print advertisement being released (Roggio, 2009). If sales figures have improved, it shows that the communication objectives had been accomplished. 3. Use QR code and mobile coupon as tracking device: once they have scanned or redeem it, the company will know the response rate. †¢ Internet Advertisement (Website)Web traffic or hits: indicates how many visitors visit the site, the duration they have spent in the site, the page they visited and which specific page they stopped, which helps in establishing the level of awa reness being captured by the target audiences. †¢ Focus Group Focus group should be conducted with our target audiences on a regular basis. This is to find out whether they have seen any of our advertising campaigns (such as of television advertisings, print advertisement, sales promotion, P. O. P advertisements and the internet advertisings) that are going on for the past few months.Information gathered from our respondents will aid in determining the overall successfulness in the campaign. 25 12. References 1. Advertising agencies. (2007). Advertising Media Planning: A Primer. Retrieved march 1, 2012, from http://www. admedia. org/ 2. Asiaone. (2010). SPH took top spots in Nielsen Media Index 2010SPH took top spots in Nielsen Media Index 2010. Retrieved March 15, 2012, from http://www. asiaone. com/News/AsiaOne+News/Singapore/Story/A1Story20 101022-243725. html 3. Aw, C. (2011). Social Media Trends in Singapore 2011. Retrieved March 6, 2012, from http://www. licktrue. biz/soc ial-media-marketing/socialmedia-trends-in-singapore-2011 4. Bangkok Post Business. (2011). CP-Meiji begins B2bn plant capacity expansion. Retrieved March 18, 2012, from http://www. bangkokpost. com/business/economics/253518/cp-meiji-beginsb2bn-plant-capacity-expansion 5. Bangkok Post Business. (2011). CP-Meiji keen on Hong Kong. Retrieved March 18, 2012, from http://www. bangkokpost. com/business/economics/275310/cp-meiji-keenon-hong-kong 6. Baud, S. (2007). Singapore Organic Food Market Overview. Retrieved March 9, 2012, from http://www. dpi. vic. gov. u/agriculture/investmenttrade/market-access-and-competitiveness/markets/singapore/singaporeorganic-food-market 7. Bell, D. R. , Bucklin, R. E. and Sismeiro, C. (2000). Consumer Shopping Behaviors and In-Store Expenditure Decisions. Retrieved March 14, 2012, from http://marketing. wharton. upenn. edu/documents/research/consumer_shopp ing_behaviors_20001. pdf 8. Bsaikrishna. (2012). Television Advertisements – Brand Awareness an d Brand Relevance. Retrieved March 1, 2012, from http://brandalyzer. wordpress. com/2012/01/15/television-advertisementsand-relevance/ 26 9. Buhner, M. (2011). Social Media Users Willing to Pay More whenCompany is Responsible. Retrieved March 12, 2012, from http://www. knowtheflow. com/2011/social-media-users-willing-to-pay-morewhen-company-is-responsible/#more 10. Cepheid. (2012). QR Codes For Marketing70. Retrieved March 16, 2012, from http://cepheid. hubpages. com/hub/qr-code-facts 11. Cialdini, R. B. Influence. Retrieved March 12, 2012, from http://www. rickross. com/reference/brainwashing/brainwashing20. html 12. Cihangir, M. (2008). The Marketing Environment. Retrieved March 8, 2012, from http://www. slideshare. net/mehmetcihangir/the-marketingenvironment-presentation-765004 13. Commercial-Station. com. 2009). Technological Advertising Media. Retrieved March 11, 2012, from http://www. commercialstation. com/technological-advertising-media. html 14. Decker, K. J. (2009). Yogurt Trend. Retrieved March 7, 2012, from http://www. foodproductdesign. com/articles/2009/03/yogurt-trends. aspx 15. Dey, S. (2011). Methods of Advertising. Retrieved March 3, 2012, from http://seodesk. org/methods-of-advertising/ 16. Euromonitor International. (2011). Yoghurt and Sour Milk Drinks In Singapore. Abstract retrieved from GMID: Global Market Information Database. 17. Fresh and Healthy Brands. (2012). Juice Zone: Pouring Out SmoothProfits. Retrieved March 10, 2012, from http://www. freshandhealthybrands. com/our-brands/juice-zone-smoothiesfranchise. aspx 18. Gunelius, S. (2011). 10 Marketing Trends for 2011. Retrieved March 3, 2012, from http://www. entrepreneur. com/article/217849 19. Jamreid. (2011, June 20). Banned Ad For Yoplait-2011. Retrieved March 15, 2012, from http://www. youtube. com/watch? v=NxE1n1lb8KU 20. Knowledge @ Wharton. (2008). When the Going Gets Tough, the Tough Don't Skimp on Their Ad Budgets. Retrieved March 2, 2012, from http://bx. businessweek. com/ advertising-in-arecession/view? url=http%3A%2F%2Fknowledge. wharton. penn. edu%2Fa rticle. cfm%3Farticleid%3D2101 27 21. Keene, A. (2007). The Business Benefits of Cause Marketing. Retrieved March 6, 2012, from http://causerelatedmarketing. blogspot. com/2007/02/business-benefits-ofcause-marketing. html#ixzz1pLVS83gX 22. Koekemoer, L. and Bird, S. (2004). Marketing Communications, Juta and Co. Ltd, Lansdowe, South Africa, pp. 305. 23. Lazarevic, V. and Lazarevic, S. P. (2007). Increase Brand Loyalty of Generation Y for Future Marketers. Retrieved March 18, 2012, from http://www. buseco. monash. edu. au/mgt/research/workingpapers/2007/wp28-07. pdf 24. Leatherhead Food Research. 2011). Leatherhead reveals 2012 food and drink trends. Retrieved February 5, 2012, from http://www. leatherheadfood. com/leatherhead-reveals-2012-food-anddrink-trends 25. Maheswaran, D. (2006). Country of Origin Effects: Consumer Perceptions of Japan in South East Asia. Retrieved March 13, 2012, from http://w4 . stern. nyu. edu/emplibrary/mahesh006. pdf 26. Marketing-interactive. com. (2009). Traditional Media Still Tops In Singapore, But Web Keeps Rising. Retrieved March 2, 2012, from http://www. marketing-interactive. com/news/15920 27. Market Research. com. (2011). Yogurt Market in Singapore to 2014 (Dairy Food).Retrieved March 13, 2012, from http://www. marketresearch. com/Datamonitor-v72/Yogurt-Singapore-DairyFood-6373596/ 28. Mind Power Marketing. (2008). The Science of Robert Cialdini’s Six Rules of Influence. Retrieved March 12, 2012, from http://www. mindpowermarketing. com/the-science-of-robert-cialdinis-sixrules-of-influence/ 29. MediaCrop. (2012). Vision & Mission. Retrieved March 9, 2012, from http://www. mediacorp. sg/en/about 30. Meiji Holdings Co. Ltd. (2010). Annual Report 2010. Retrieved March 18, 2012, from http://www. meiji. com/english/investor/library/annualreport/2010/pdf/annual report_2010_04_en_all. pdf 8 31. Meiji Holdings Co. Ltd. (2011). Corporate Social Responsibility. Retrieved March 15, 2012, from http://www. meiji. com/english/csr/index. html 32. Meiji Holdings Co. Ltd. (2011). Financial Section. Retrieved March 7, 2012, from http://www. meiji. com/english/investor/library/annualreport/2011/pdf/annual report_2011_en_19. pdf 33. Meiji Holdings Co. Ltd. (2011). Group Companies. Retrieved March 16, 2012, from http://www. meiji. com/english/corporate/data/group/ 34. Meiji Holdings Co. Ltd. (2011). Group Profile. Retrieved March 1, 2012, from http://www. meiji. com/english/corporate/data/outline/pdf/HD_e. pdf 35.Meiji Holdings Co. Ltd. (n. d. ). Meiji Co. , Ltd (Food Business). Retrieved March 2, 2012, from http://www. meiji. com/english/quality/food/ 36. Meiji Holdings Co. Ltd. (2011). Notice concerning a Five Year Plan for CP- Meiji Co. Ltd and its Production Capacity Expansion. Retrieved March 7, 2012, from http://www. meiji. com/english/pressrelease/2011/detail/pdf/110519_01_e. p df 37. Meiji Holdings Co. Ltd. (2011). Status of Environmental Impact. Retrieved March 7, 2012, from http://www. meiji. com/english/csr/environmental/status. html 38. Meiji Seika Singapore. (2008). About Us. Retrieved March 17, 2012, from http://www. eiji. com. sg/category. php? cat_id=19 39. Mypaper. (n. d. ). mypaper. Retrieved March 5, 2012, from http://www. sph. com. sg/pdf/Mediapedia/2nd/RateBook_mypaper. pdf 40. New Media Trend Watch. (2012). Singapore. Retrieved March 4, 2012, from http://www. newmediatrendwatch. com/markets-by-country/11-longhaul/59-singapore 41. Nielsen. (2009). Nearly Half of Singaporeans Consuming Vitamin/Dietary Supplements – Two Thirds on a Daily Basis. Retrieved March 6, 2012, from http://sg. nielsen. com/site/20090304. htm 42. Nielsenwire. (2009). Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most.Retrieved March 9, 2012, from http://blog. nielsen. com/nielsenwire/consumer/global-advertisingconsumers-trust-real-friends-and-virtual-strangers-the-most/ 29 43. Nutrit ion. com. sg. (2007). Snack Attack. Retrieved February 7, 2012, from http://www. nutrition. com. sg/he/hesnack. asp 44. O'Grady, S. (2009). Cost of TV ads falls to lowest in decades as recession bites. Retrieved March 3, 2012, from http://www. independent. co. uk/news/business/news/cost-of-tv-ads-falls-tolowest-in-decades-as-recession-bites-1699462. html 45. Online Resource Centre. (n. d. ). The advent of new technologies.Retrieved March 10, 2012, from http://www. oup. com/uk/orc/bin/9780199239429/leecarter2e_ch01. pdf 46. Ottman, J. A. (2011). The New Green Marketing Paradigm. Retrieved March 11, 2012, from http://www. greenmarketing. com/articles/complete/the-new-greenmarketing-paradigm/ 47. Pulizzi, J. (2010). How to Develop a Microsite: 5 Examples to Get You Started. Retrieved March 4, 2012, from http://www. contentmarketinginstitute. com/2010/12/microsite-samples/ 48. Radder, L. (2002). Building Brand Loyalty within Selected Segments of The South African Fast Moving Consumer Go ods Market. Retrieved March 14, 012, from http://www. nmmu. ac. za/documents/theses/TerblancheE. pdf 49. Scientist Live. (2012). Technology: Yoghurt's future as a functional food assured. Retrieved March 14, 2012, from http://www. scientistlive. com/European-FoodScientist/Technology/Yoghurt's_future_as_a_functional_food_assured/243 79/ 50. Singapore Code of Advertising Practice. (2008). Guidelines. Retrieved March 12, 2012, from http://www. case. org. sg/downloads/asas/SCAP%202008. pdf 51. Singapore Media Fushion. (2010). Riding the Wave of Digital Advertising. Retrieved March 8, 2012, from http://www. smf. sg/Newsletter/32/Pages/story4. aspx 52.SPH Magazines Pte Ltd. (n. d. ). Her World. Retrieved March 6, 2012, from http://www. publicitas. com/fileadmin/uploads/italy/Files/HW-ratecard. pdf 30 53. Spors, K. (2010). 4 Ways to Spruce Up Your Green Marketing. Retrieved March 11, 2012, from http://smallbiztrends. com/2010/09/4-ways-spruceup-green-marketing. html 54. Spors, K. (2011). F ive Green Business Trends for 2011. Retrieved March 11, 2012, from http://smallbiztrends. com/2011/01/five-green-businesstrends-for-2011. html 55. The Associated Press. (2007). China's food safety woes now a global concern. Retrieved March 8, 2012, from http://www. msnbc. msn. om/id/18078824/ns/healthdiet_and_nutrition/t/chinas-food-safety-woes-now-global-concern/ 56. Thia, T. (2011). Social media most evolved in S'pore. Retrieved March 5, 2012, from http://www. zdnetasia. com/social-media-most-evolved-in-spore62206580. htm 57. Yazdanifard, R. and Mercy, I. E. (2011). The impact of Green Marketing on Customer satisfaction and Environmental safety. Retrieved March 5, 2012, from http://www. ipcsit. com/vol5/117-ICCCM2011-C20008. pdf 58. Yu, E. (2011). Asia cannot be the next Silicon Valley. Retrieved March 13, 2012, from http://www. zdnetasia. com/blogs/asia-cannot-be-the-nextsilicon-valley-62303254. tm 31 13. Appendix A: Model of Brand Loyalty for Generation Y 32 Appendix B: Media Sc hedule/Plan Media/Months Jan Channel 5 / 8X 12 months Channel 8 / 8X 12 months POP Ad / 12 months Today / 4X 12 months myPaper / 4X 12 months Public Relations (Mind Your Body) Seventeen / 6 months Men’s Health / 1X 6 months Shape / 1X 6 months Her World / 6 months QR Codes in Print Media Sales Promotion Feb 8X 8X Mar 8X 8X Apr 4X 4X May 4X 4X Jun 2X 2X Jul 2X 2X Aug 2X 2X Sep 2X 2X Oct 2X 2X Nov 2X 2X Dec 2X 2X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X