Accounting 2 Essay Example | Topics and Well Written Essays - 1000 words

Accounting 2 - Essay Example In the end we have tried to comment on the possible reasons behind the changes in these ratios. We have also compared these ratios with past years ratios to find out whether or not the company is on the right path. Based on these ratios we have tried to suggest what the company could do to improve its condition. Some of these ratios are Activity Ratios, Profitability Ratios and solvency ratios. These ratios represent a true picture of the company which solitary figures could not exhibit. In the end we have conclude our report with appendices and various interesting findings about the companies under analysis. Berklee Limited is one of the premier companies operating in Australia. The company was formed by Mr. Adrian Van Berkel in 1963. The company was an immediate success and it was converted into a limited company by 1966. Later, the company was converted into a Public Limited company in 1989 and provided secure investment opportunities to thousands of Australians. Since then, this group has never looked backed and is growing in strength every day. The Principal activities of this group include manufacturing of automotive mufflers and various kinds of exhausts. The company manufactures its products in a fully-automated plant located near Victoria. From this plant, the products are dispatched to the distributors upon completion. Berklee has a unique selling point as its products are sold throughout Australia. This is made possible by the use of its strong distribution network, which has an outreach in every singly city of Australia. 2001 – Present: Mr. Edward Van Berkel, with his dynamic leadership and far-sighted vision, diversified the operation of the company to tube-bending and other automotive products. Since his take over as the managing director, the company has also been managed to achieve ISO Quality Standards and other certificates. The

Project Risk Management Essay Example for Free

Project Risk Management Essay I.Introduction I am the Project Manager developing the Boeing 787 Dreamliner. The development of this state-of-the-art airplane will include an international team of aerospace companies led by Boeing. The advances in this airplane will reduce the use of fuel by 20%, increase cargo capacity, increase nautical miles in a mid-range airplane, and improve passenger comfort. Boeing expects sales of 3,500 units over the next 20 years. (Norris Wagner, 2009) To really understand the impact of multiple providers, along with the logistics to coordinate assembly, I will illustrate, discuss, and provide a conclusion using two decision tree analyses. The first fault tree will detail the delivery system and identify the failure that could result in delivery failure. The second fault tree details the lack of labor to assemble the airplane. Both pose results that have the potential to financially impact the project. The fault tree diagram will provide a visual representation of the risk and help analyze the cause by looking backwards to identify the root cause. II.Fault Tree One III.Discussion of Fault Tree One There are over 40 Companies/Business Units contributing to the success of developing the 787 Dreamliner. Nine of the Companies/Business Units are located outside of the United States. Given these two elements alone there are a number of faults that could cause the final assembly and completion date to be impacted. The first probable cause for missing the completion date is the supply chain. The supply chain flow ensures the material is available according to the inventory levels to continue building. Supply chain push systems help keep inventory levels set according to contractual agreements. When the quality throughput of the component is less than 95%, the demand is increased. Quality measures are in place to alert the supplier when the throughput is less than 95% as desired but additional demands with reduced quality requirements keep the supplier from delivering. Original plans called for specific manufactured items for each component yet the supplier elected to use a less expensive alternative which isn’t meeting quality requirements. To help mitigate the supplier risks, determine the supplier’s attitude to safety, quality, and environmental aspects to delivering components. Another treatment would be to appoint an onsite supplier liaison manager responsible for signing off on any supplier and/or design changes. It would also be helpful to have back to back contracts with sub-contractors. IV.Fault Tree Two V.Discussion of Fault Tree Two In the second fault tree I illustrated the impact of labor on the delivery of the 787 Dreamliner. The labor to assemble the airplane components at the Boeing facility in Everett is critical to ensure the on-time delivery of the airplane. The union labor to assemble the Dreamliner is under contract review, the contract will expire two months prior to the first assembly. The expiration of the machinist contract and failure to arrive at a new mutually acceptable contract would lead to a possible strike. Discussion between the labor union and the company would be required to mediate the dispute. The lack of a compromise would cause a significant impact on the scheduled completion date. However, negotiations to resolve this dispute are required to ensure employees feel fairly compensated and do not walk out during assembly. The use of risk treatment should provide a minimum of efficient operation of the organization, internal controls, and compliance with the laws and regulations. To assist with labor treatment risk, re-allocate internal staff and cross train non-union members to complete the assembly of the airplane. Assess the technical skills required, develop a skill requirement profile for assembly, and identify other critical skills required for replacement. Treatment could also include the establishment and maintenance of an internal/external skill profile of current, previous, and potential employees to assist should a labor strike occur. VI.Conclusions Above I only identified one risk analysis technique however there are many others available. Many are qualitative and don’t show the dependencies between events. The tree technique I used above takes into consideration the logical combination of causes that contribute to the identified failed event. The fault tree technique brings sufficient understanding to the nature of the failure and how to manage the failed event(s). Fault tree one helped me identify that an onsite supplier liaison manager would have eliminated the failure along with standard work, forms and signatures to authorize such changes to the bill of material for the component. Similarly, fault tree two identified adequate compensation as the root cause of the delivery/labor failure. Treatment of the risk could have included managing the risk earlier in the contract and/or establishing a contract bridge or extension to avoid a strike. VII.Works cited Cortez, A. (2010). The complete idiots guide to risk management. New York, NY: Penguin Group. Fraser, J., Simkins, B. (2010). Enterprise risk management. Hoboken, NJ: John Wiley Sons, Inc. Kerzer, H. (2011). Project management metrics, kpis, and dashboards. Hoboken, NJ: John Wiley Sons, Inc. Norris, G., Wagner, M. (2009). Boeing 787 dreamliner. Minneapolis, MN: Zenith Press. Schuyler, J. (2010). Risk and decision analysis in projects. (2 ed.). Newtown Square, PA: Project Management Institute, Inc. Turner, A. (2011). The birth of the 787 dreamliner. Kansas City: Andrews McMeel Publishing.

Jetliner by Naoshi Koriyama Essay -- essays research papers

â€Å"Jetliner† Now he takes his mark At the farthest end of the runway Looking straight ahead, eager, intense With his sharp eyes shining He takes a deep, deep breath With his powerful lungs Expanding his massive chest His burning heart beating like thunders Then†¦ after a few†¦ tense moments†¦ of pondering He roars at his utmost And slowly beings to job Kicking the dark earth hard And now he begins to run Kicking the dark earth harder Then he dashes, dashes like mad, like mad Howling, shouting, screaming, and roaring Then with a most violent kick He shakes off the earth’s pull Softly lifting himself into the air Soaring higher and higher and higher still Piercing the sea of clouds Up into the chandelier of stars -Naoshi Koriyama   Ã‚  Ã‚  Ã‚  Ã‚   In this poem, Naoshi Koriyama portrays a large and powerful Jetliner as a simple runner or long jumper. It has been disputed if Naoshi is really speaking of a long jumper, and not a runner, in this analysis I hope to prove that Naoshi is really speaking of a long jumper starting his run and lunging himself into the air. I will also break down each individual stanza and present its Imagery and compare the Jetliner to the Long jumper. Now he takes his mark At the farthest end of the runway Looking straight ahead, eager, intense With his sharp eyes shining In this stanza he shows the runner’s thoughts and intense few moments before he begins to run. The runner waits impatiently, looking at his mark a few meters away, wa...

Dove – Brand Value

Question 1 Prior to the launch of â€Å"The Campaign for Real Beauty,† Dove focused mostly on the brand’s functional benefits in its advertising. Dove products were packaged simply, and the name â€Å"dove† implied purity, freshness and cleanliness. It was also very feminine. To customers, Dove was viewed not as soap, but as a moisturizer because of the brand’s constant emphasis on the one-quarter moisturizing cream added to its beauty bars. Because of this, women flocked to the brand in hopes of trading in their dry skin for soft, smooth skin.Exhibit 1 shows a brand association map for the Dove brand prior to the introduction of â€Å"The Campaign for Real Beauty. † As shown in the Exhibit, a lot of Dove’s associations are in the functional category or teetering between functional and emotional. This is because of the way Dove introduced itself – the brand was so determined to set itself apart from its competitors because of the moist urizing differences in products, but Dove became stuck in the functionality view point. It’s hard to create a story and brand personality for something which is only viewed as a functional product.Question 2 The main reason â€Å"The Campaign for Real Beauty† was created was so that Dove could become a Masterbrand. This meant that Dove had to expand its product line to include other personal care products besides in the beauty bar category. Dove tried to launch its new personal care products using techniques similar to those of the beauty bar, but to unify all of Dove’s products, the branding team had to create a new vision so that they could sell Dove as a brand rather than individual products.The key brand associations (taken from Exhibit #1) are healthy skin, beauty, and moisture. Dove wanted to introduce deodorants, hair care products, facial cleansers, body lotions and hair styling products. For each of these products, beauty is important. Every girl wants beautiful hair, beautiful skin and even beautiful underarms. Moisture is important for facial cleansers, body lotions and hair care products because you don’t want something that will dry out your skin or hair; however, moisturizers aren’t necessarily important in deodorants.Healthy skin only applies to facial cleansers, body lotions and deodorants, but not to hair care and styling products. As it stands here, Dove’s brand story is inconsistent for taking on multiple products of such different purposes. There is no one association that will incorporate all of the products Dove plans on introducing. Question 3 The brand story of Dove’s â€Å"Campaign for Real Beauty† can be broken down into the four elements of storytelling: message, plot, conflict and characters. The message behind the campaign is that all women should feel beautiful in their skin.The plot is to show women that by using Dove products, they can feel beautiful in their skin. The conf lict is that society tells consumers what beauty should look like, but the Dove brand refuses to conform to those supposed â€Å"norms. † The characters are women; women of every size, shape, color, age and height. These ideas are the backbone of â€Å"The Campaign for Real Beauty,† and are also Dove’s unique selling propositions. Overall, Dove’s brand story behind â€Å"The Campaign for Real Beauty† is strong. What makes it strong is that it’s never been done before.Consumers are so used to seeing the same faces, figures and ethnicities in advertising that when you show them something different, their interest in peaked. By putting women in the ads that look like anyone off the street, it becomes a brand that is for all people rather than only a certain kind of person. It’s also incredibly strong because the idea behind the campaign opens up conversations about self-esteem in general. The campaign generated a multitude of discussions on the internet about topics like anorexia, body image and race. Question 4The first of Dove’s advertising as a part of â€Å"The Campaign for Real Beauty† were its â€Å"Tick-Box† advertisements. These were very creative billboards designed to incorporate the opinions of the consumers about the product, but also about the campaign itself. The ads caught the attention of the public, and many people voted â€Å"oversized† at first, but â€Å"outstanding† quickly took over. Based on these results, it’s apparent that Dove had gained support in their campaign and message. The next series of Dove advertisements for the campaign are known as â€Å"Firming† advertisements.These ads featured six â€Å"real† women posing in plain white underwear. The imagery is simple, clean and pure – all aspects associated with the Dove brand and products. This ad is a great representation of the brand’s new vision. It featured women of all shapes, sizes and colors, smiling and baring their bodies comfortably. This is exactly the type of feeling â€Å"The Campaign for Real Beauty† was created to portray. The next step in the campaign was the creation of a video that didn’t even mention the selling product.The video featured young girls admitting things about themselves that they wished were different or didn’t like. The advertisement still remains controversial. This ad demonstrates the big picture behind â€Å"The Campaign for Real Beauty,† in that Dove wants to open up discussion about what it means to â€Å"beautiful† in today’s society. With the â€Å"True Colors† ad, the company doesn’t let the product get in the way, but rather lets the campaign take over the brand. This is most likely why the ad received so much praise, and ran during the 2006 Super Bowl in front of 90 million viewers.Stage four of the campaign was mostly unplanned. The â€Å"Evolutio n† video was created as a way to entice people to attend Dove-lead self-esteem workshops in Toronto, Canada. After the North America team saw the film, they decided to air it more publically on YouTube. In a matter of months, the film received over 3 million views. Using YouTube at the time was an extremely smart idea considering how popular the site was becoming. It opened the Dove brand up to the social media craze of the time, and created a dialog within the internet in the form of blogs, video responses and forums.The same can be said for the â€Å"Onslaught† film that Dove put up that thoroughly depicted what it can be like for women and young girls to walk down the street or watch television, and be bombarded with these images of what it means to be â€Å"beautiful. † Question 5 Billboards in Grand Central Station Dove’s â€Å"Campaign for Real Beauty† is described by Harousseau as â€Å"breaking every rule in the company. † Doveâ€℠¢s marketing objective for the campaign was to create a buzz and get people talking about the company itself and the message it is trying to portray.By using billboards in Grand Central Station, the company was taking advantage of the huge amount of foot traffic and diversity that the station offers. This technique in getting people’s attention obviously worked when Katie Couric spent 16 minutes on the Today Show talking about the ads and Dove’s new direction. Using the billboards in such a culturally mixed environment allows all sorts of potential consumers the opportunity to be introduced or reintroduced to the Dove brand and â€Å"The Campaign for Real Beauty. † Super Bowl Advertising Dove’s usage of the Super Bowl was all about exposure and introducing â€Å"The Campaign for Real Beauty.† The idea to advertise during the Super Bowl was at first rejected with good reason: the Super Bowl has always been a way to advertise beer, cars, chips and ot her â€Å"masculine† products; it wasn’t the place for Dove let alone a campaign set out specifically for women. However, the Super Bowl offers an audience of over 90 million people which would surely get Dove and the campaign some buzz. After its ad ran, Dove experienced continued exposure in conversations by news outlets, Oprah Winfrey and late night personalities. The ad was a huge success in making consumers aware of Dove’s mission.However, in exposing its brand and campaign, Dove opened itself up to ridicule and satire which is an unfortunate side-effect of advertising to an entire nation rather than your intended market. YouTube Release of â€Å"Evolution† Dove released the â€Å"Evolution† ad on YouTube using no paid media. Overtime, the word-of-mouth phenomenon went into effect, and the ad was among the most downloaded commercials on YouTube despite never appearing on television as paid advertising. However, the ad did make it into the medi a in the context of news programs, newspapers and radio.This advertising technique most appropriately demonstrates Dove’s new direction and mission. It shows people that what they perceive as beautiful isn’t actually real. Dove wants women to realize this, and love themselves naturally. The â€Å"Evolution† message is an important one for all consumers to understand. The Dove Two Dozen and Dove Real Beauty Award The Dove Two Dozen was a very behind the scenes media technique. It involved introducing the campaign to significant women in the media whom Dove believed shared its vision.Through this vehicle, the company hoped to gain the trust of influential consumers who would hopefully pass on their praise of the product and the campaign to everyday consumers who would also appreciate the brand’s efforts and goals. This is a good marketing technique because celebrities and well-known personalities have a lot of influence in the consumer market, so passing on â€Å"The Campaign for Real Beauty† idea to these individuals increased the likelihood of attracting the appropriate demographic. The â€Å"Dove Real Beauty Award† is a very clever way of introducing the campaign into the world of media and female empowerment.Dove created the award as a part of the American Women in Radio and Television’s annual gala. Although this offers minimal exposure since it is only an annual award, the influential characters that would attend this gala could possibly bring the brand and campaign to a larger audience. Global Self Esteem Fund This was the final step in Dove’s overall media planning process. The company created the fund to support uniquely ME! , which is an organization that partners with the Girl Scouts of the USA whose goals include building self-confidence in girls ages 8-17.This fund was mentioned on the Girl Scouts website, and linked to the campaign’s standalone website. Creating this fund helped garner exposure, but also added to Dove’s corporate social responsibility which is incredibly important in the overall view of the company and helped the campaign establish a monopoly on female self-confidence and self-esteem. Question 6 The introduction of â€Å"The Campaign for Real Beauty† definitely changed the brand meaning of Dove. The brand started out focusing on only the functional uses of its products, but the campaign transformed the brand to encompass an idea that was more powerful than mere functionality.The Dove brand remains pure and simple in its advertising, and still promotes its one-quarter moisturizer claim. But on top of that, Dove now stands for promoting self-esteem and self-confidence in young girls and women around the world. The brand also challenges the modern societal view of beauty which is monumental considering that no other company dares do it. Exhibit 2 shows a new brand association map that portrays the Dove brand after the launch of â€Å"T he Campaign for Real Beauty. † A few of the original associations have shifted and a few have been added: original, empowered, happy, extraordinary and confident.Most notably is the shift of the â€Å"beauty† association. Originally it was placed directly on the â€Å"Emotional† axis, and closer to the lower end. After the introduction of the campaign, beauty has shifted to the higher ends of both the â€Å"Emotional† and â€Å"Self-Expressive† axes. Another significant change is the addition of the â€Å"confident† association. Beforehand, Dove wasn’t known for instilling confidence in women, but after the introduction of the â€Å"Tick-Box† and â€Å"Firming† advertisements, that changed. It showed â€Å"real† women smiling happily, while baring their bodies despite them not matching societal expectations. Question 7: 1. Price PremiumAeker uses price premium as a measurement of loyalty. It represents of the extra amount of money that a customer is willing to pay for a brand compared to the generic option. Based on information provided in the case, there is no evidence to show how much financial growth â€Å"The Campaign for Real Beauty† has given the Dove brand. Although, in 2006, Dove was cited as one of the 10 brands with the greatest percentage gain in brand health since 2003. This acknowledgement is due to the fact that the brand had grown by $1. 2 billion in only three years. No one is sure how much of that growth can be credited to â€Å"The Campaign for Real Beauty. † 2.Satisfaction/Loyalty In brand equity, loyalty leads to satisfaction; this involves a customer’s experience with a product. Considering that Dove has been a well-known and well-loved brand for over 50 years, it can be easily deduced that there is a high level of loyalty behind the brand. Before â€Å"The Campaign for Real Beauty† concept, Dove focused on the functional benefits of its produc ts; mainly on the fact that Dove’s cleansing products contained one-quarter moisturizing cream. This differentiation between Dove and other cleansers is what made Dove the number one cleansing brand in 2007 and contributed to the brands largely female following.â€Å"The Campaign for Real Beauty,† although it started a lot of chatter about the brand, didn’t necessarily enforce more loyalty from new or existing customers. It would appear that Dove, while still using the campaign, is still focusing on its brand’s functional benefits to maintain loyalty. 3. Perceived Quality A products performance that varies from the object quality is the perceived quality. â€Å"The Campaign for Real Beauty† is an idea/message that Dove brand managers came up with in order to create a story on which they could sell their quickly increasing product line.The Dove products are still the same – they haven’t altered the ingredients of the products because o f the campaign. However, the quality of the brand itself has shifted. Because of the campaign’s focus on self-confidence and self-esteem in women and young girls, consumers began viewing Dove as a pioneer in the fight for societal acceptance of all. This view point is extremely important because the issue of body image in American culture is very prevalent, but companies refuse to address it in fear of being rejected by the masses for going against the â€Å"young, white, blonde and thin† norm.Because Dove decided to step out in protest of these so-called â€Å"norms,† the company runs the risk of being rejected. As Alicia Clegg stated: â€Å"Talk about real beauty all you want – once you’re the brand for fat girls, you’re toast. † 4. Leadership/Popularity The first series of Dove’s â€Å"Campaign for Real Beauty† ads came out to the public between 2002 and 2005. Since then, Dove has launched several ads following the me ssages inspired by â€Å"The Campaign for Real Beauty. † In 2007, Dove was â€Å"the world’s number-one â€Å"cleansing† brand in the health and beauty sector, with sales of over $2.5 billion a year in more than 80 countries. † This shows that 3-5 years after the introduction of â€Å"The Campaign for Real Beauty,† Dove remained the leader in its market. Also, since the campaign’s reveal, the brand grown by $1. 2 billion which can be mostly attributed to the brands product extensions, but also because of the campaign’s success. 5. Perceived Value The perceived value of Dove is the perceived brand utility relative to its costs. Dove is one of the more expensive â€Å"cleansing† brands in the market today, but it also offers more moisturizers which makes your skin softer and healthier.Since the perceived value focuses mainly on the functional uses of the product, â€Å"The Campaign for Real Beauty† does not affect the bran d’s perceived value. However, the campaign could increase or decrease a consumer’s individual perceived value if they support or reject the message that Dove is putting out with its campaign. 6. Brand Personality Dove’s brand personality links the brand’s emotional and self-expressive benefits to the consumer’s needs for social approval, personal expression or self-esteem. The idea of self-esteem is the whole basis of â€Å"The Campaign for Real Beauty.† After rigorous surveying and planning, the brand managers found out that only 2% of women worldwide consider themselves to be beautiful. Dove also found out that this is mostly because of the images women see every day in the media which depict women whose beauty is even unattainable to them (hello, Photoshop)! In response, Dove wanted to create its brand personality to encompass the idea of loving yourself in your own skin no matter your shape, size, color, etc. This new personality was emb raced by consumers and the media, most notably Katie Couric and Oprah Winfrey.7. Organizational Associations Organizational associations urge consumers to connect the organization’s employees, values and programs with the brand itself. This is very well done in Dove because of â€Å"The Campaign for Real Beauty. † Because the campaign is an idea, it offers many values out to customers that reflect what the Dove brand is all about. Because of the campaign, Dove, to the hope of the brand managers, will become a brand synonymous with â€Å"natural beauty† and â€Å"self-esteem† – extremely powerful words in the beauty market in America. 8. Brand AwarenessBrand awareness refers to how aware consumers are of Dove and its products. Because of the dramatic shift in brand personality and ground-breaking advertising series, Dove has created a lot of chatter. This is centered on â€Å"The Campaign for Real Beauty. † When the advertisements first surfa ced, they were so different and controversial that the media got involved and did news reports on the campaign. This was fantastic free advertising for Dove. Because news outlets and media personalities were discussing this campaign and the Dove brand itself, it got customers interested.Like a wildfire, word spread across the internet and people were creating blog posts, YouTube videos, updating their Facebook and Twitter accounts mostly in praise of the campaign. 9. Market Share Nothing is stated in the case about the market share of Dove, but its competitors include Proctor and Gamble’s Ivory, Kao’s Jergens, and Beiersdorf’s Nivea. However, it can be assumed that since Dove has been a leader in the health and beauty sector of the market since its introduction, it has a fairly large market share.This share may have been increased due to the brands $1. 2 billion increase from the introduction of an extended product line and â€Å"The Campaign for Real Beauty. à ¢â‚¬  10. Market Price and Distribution Coverage From personal experience and knowledge, Dove products are generally on the higher side of the pricing scale. They use high quality ingredients, and use more moisturizer than other brands so the skin stays softer and healthier. Dove sells all of their health and beauty products in grocery stores, convenience stores and drug stores.Because Dove’s â€Å"Campaign for Real Beauty† focuses on the everyday woman, it wouldn’t make sense for the company to try and sell in high end stores like Macys, Sephora or Nordstrom. Placing Dove products in places where any woman could find it increases the likelihood that the campaign will stick in the minds of target consumers and expand from there. Overall, â€Å"The Campaign for Real Beauty† is positively contributing to Dove’s brand equity. In a majority of Aaker’s markers, the campaign has clearly added a positive spin on the brands total equity. This is es pecially true in the brand’s personality.The campaign completely transformed the brand from one that merely focused on the functional benefits of the products to the feel and meaning of the brand as a whole. This is important because now that Dove has a large line of different products, creating a meaning behind the brand itself makes creating a story easier. Questions 8 and 9 Each of the consumer-created responses listed poke fun at the advertisement efforts of the Dove brand. Despite the existence of these mock advertisements and social messages, it doesn’t seem that the Dove brand or â€Å"The Campaign for Real Beauty† was hijacked by consumers.A brand hijacking is defined as â€Å"the consumer’s act of commandeering a brand from the marketing professionals by seizing control of its ideology, use and persona, and driving its evolution. † Based on what’s been accomplished by Dove and its campaign and the efforts of these consumer’s, saying the brand has been hijacked based on these few responses unrealistic. â€Å"Slob Evolution,† a consumer-created YouTube parody of Dove’s â€Å"Evolution† video features a normal looking man being transformed into a â€Å"slob† by make-up artists and the use of Photoshop. This specific video has a little over 1.5 million views on YouTube in the last six years. In contrast, the Dove video has almost 16 million views on YouTube in the same amount of time. Because so few people saw the consumer-created video as compared to the real video, I don’t think one could say that Dove lost control of the campaign’s initial meaning. In addition, majority of the comments in response to â€Å"Slob Evolution† don’t even mention the Dove brand or â€Å"The Campaign for Real Beauty. † The same could be said for â€Å"Dove vs. Axe,† a consumer-created response to Dove’s Onslaught film. There are only 5,500 views in the last three years.There hasn’t been enough exposure of these mock films to trigger a hijacking. One of the most powerful consumer-created videos is the â€Å"Onslaughter† video. It was created to get the message across that Dove allegedly uses palm oil from Indonesia that was planted after the destruction of lowland forests. While this is a powerful statement and potential problem for Dove, this advertisement doesn’t focus on â€Å"The Campaign for Real Beauty. † It does, however, present a problem because its name is very similar to the name of one of Dove’s real advertisements for the campaign.When the actual video’s name, â€Å"Onslaught,† is typed into Youtube, the consumer-created video is one of the first to come up. Again, this isn’t necessarily hijacking â€Å"The Campaign for Real Beauty,† but rather a small attack on Dove. Question 10 Based on the qualitative and quantitative success of â€Å"The Campaign for Real Beauty,† I think Dove should continue investing in the campaign. The brand has experienced phenomenal sales growth in the last five or so years, and has introduced several new products into the market through the campaign.Dove can continue to advertise using the values and messages from â€Å"The Campaign for Real Beauty,† and continue to open up dialogue about self-esteem and body image. There has been such a positive response to the campaign itself and already so much investment into programs and funds. As young girls grow up seeing Dove’s ads and messages, they will develop a loyalty and understanding of the brand. In addition, hopefully with Dove’s messages and influence, there can be radical change in the way girls view themselves.Since â€Å"real† women are the majority of women who buy Dove products, it’s important that Dove continue their focus on them. By reverting back to merely focusing on functional benefits, consumers could easily forget what Dove stood for in the past and simply change to another brand that may be cheaper and offer the same benefits. Dove must continually emphasize â€Å"The Campaign for Real Beauty† so people do not forget the social responsibility that Dove is trying to take on. In addition, no other brand or company is willing to take this similar risk, so Dove can continue to profit unopposed using this strategy.

HR †Selection Process Essay

Today, the human resource selection process plays a vital role in the production and performance value business receive by making good hires and the high costs of replacing employees following bad hires. This is especially true for small business. Now the human resource department takes on a more strategic role with hiring and selection. What is selection? Selection is the process of selecting a qualified person who can successfully do a job and deliver valuable contributions to the organization. The selection process is the strategically planned procedural approach created and implemented by organizations when recruiting and hiring new employees. This begins when jobs are posted internally and externally however in some cases recruiting tools are used to draw top-qualified candidates for important jobs. Screening tools, such as applications, tests, interviews, background investigations and reference checks are all used during this process. One area of the selection process that is significant and sometimes under-valued is the development of screening tools. The goal of selection is to employ the applicant who is the best possible match for the job duties which makes using the right selection tools and developing them effectively crucial. Thorough job analysis assists HR professionals better align selection tools with the job. In addition to locating the best hire, cost efficiency and legal concerns are two main reasons why the HR selection process is so important. When companies make a bad hire, they pay to train and orient a person who ultimately may cause more harm than good if he performs poorly and negatively affects the workplace. The costs to replace a bad hire are astronomical in many industries. A Society Human Resource Management study showed that even an $8 an hour retail employee can cost up to $3,500 to replace because of the hiring, administrative and training costs involved. When hiring an employee it is important to find the right person because this will reduce turnover rates and save time and money in the long run. Many employers seek skills and characteristics in the applicant before they qualify for an interview. Some of these include: †¢ Self motivated individuals †¢ High tolerance for stress †¢ Positive attitude †¢ Good communication skills †¢ Ability to work as an individual and in a group †¢ Good problem solving skills These skills and characteristics are highly important because working in a call center is extremely stressful and routine. In addition, you are on the frontline representing the company yet you are unable to see the customer. You must keep a positive attitude and for that reason, your presentation over the phone is vital. Since the job is based on communication through the phone, a good recruitment practice in the call center would include pre-screening telephone interviews to test out the applicants phone skills. Once a group of applicants are selected, they are scheduled for an interview with two call center managers or supervisors and Raj, the Human Resource Recruiter. During the first interview process, they are asked about their interests and career goals to get a general idea if they are fit for the job. During the second interview, questions are more in-depth regarding experience, what they can contribute to the company, and their skills. The third and final interview tests their problem-solving skills by giving them scenario questions regarding their job and their ability to share the same corporate culture with other staff members. In addition, a lot of call centers also use behavioural based tests and interviews that match skills and interests to the unique mix of products and services provided by the company. Another effective selection and recruitment method they use is the Employee Referral Program. The Employee Referral program offers a costeffective means of attracting applicants, avoiding the need for advertising or agency fees. Also, new recruits who have been recommended by existing employees often come to the company with more realistic expectations and can provide a better cultural fit. At Bodog.com, under an employee referral program, existing staff are offered a cash incentive ($1000) to recommend friends or former colleagues for vacancies within the company. The bonus payments are  only made if the recommended candidate is successful in his or her application. The payments are also typically dependent on a number of other conditions being met. There is a three month probation period which new recruits must complete satisfactorily before the employees who recommended them are paid a bonus. However, there are a number of potential drawbacks. One of the greatest concerns tends to be that relying too heavily on employee referrals could limit diversity in the workplace, with new staff recruited in the likeness of existing employees. But, provided that there is already a diverse workforce in place this ceases to be such an issue. It is a good idea to keep track your hiring methods to see if they are actually working in hiring the right person. If methods start to become ineffective, you can test out some new recruiting methods that may work for your call center.

Work Smarter 2.0

Work Smarter 2.0 If you are serious about taking your writing to the next level in 2014, no doubt youve taken steps to maximize your efficiency. After all, time is money, and as Zig Ziglar said, â€Å"Lack of direction, not lack of time, is the problem. We all have 24-hour days.† In the technological age, the writer is faced with a bewildering array of websites, applications, programs and tools, which all proclaim to make the process of writing or researching easier. But which ones really work? And how? 1: rescuetime.com This is most obvious place to start, an application which runs continuously in the background on your computer, tracking and logging the time you spend on different websites, or engaged in other online activities. It then gives you a report, allowing you to see where you really spend your time! 2: https://unroll.me/ A large portion of any writers day is spent wading through junk mail. This is a time-saving program that allows you to bundle up all your subscriptions into one email and unsubscribe at a click, leaving you with a daily dose of just the good stuff. 3: boomeranggmail.com/ We all forget to reply to the occasional email, sometimes losing out on a potential sale in the process. This little gem helps ensure that never happens again. It enables you organize your inbox, manage your correspondence, and set reminders. Great tool when dealing with people in different time zones. 4: alexa.com/ Many writers now write guest blogs to help build their platform. But with so many websites and blogs scrambling for content, how do you know which ones are worth investing your time in? This tool bar allows you to instantly see how many hits a site gets worldwide, and therefore gauge how popular it is in real terms. 5: http://evernote.com/ This productivity tool takes all your notes and ideas, in whatever form they may come, and collates them in one place at the touch of a button. It even records your meetings and interviews, and lets you share the files with friends or clients. 6: focusboosterapp.com/ Procrastination is the enemy of every writer. This simple desktop and web application built around a timer is specifically designed to block out any distractions and enhance your concentration levels when your back is against the wall. 7: http://mind42.com/ When used correctly, mindmapping can be a very effective technique for improving productivity. This is one of the best free apps available, helping you get more organized 8: http://getpocket.com/ Its all too easy to get distracted 9: launchy.net/ This wonderful little tool allows you to launch the files and documents you are currently working on and open selected folders and bookmarks with just a few keystrokes, saving you from having to wade through endless start menus. Its not easy being a freelance writer. Sometimes life gets in the way. But Zig Ziglar is right: We all have the same 24-hours in a day. Its how we use them that counts. Combine some of these tools with a healthy dose of dedication to make 2014 your most successful year yet.

Free Essays on Illusions The Adventure Of A Reluctant Messiah

â€Å"Illusions: The Adventures of a Reluctant Messiah† by Richard Bach focuses on the limitations people put on themselves and how we are brought down by these limitations. It's about the author, Richard Bach who lives by barnstorming, which means he flies around the Midwest selling rides in his airplane for $3 for ten minutes in the air. Used to happen all the time in the thirties, but by the time Richard's doing it, it's already the seventies. Not many barnstormers left. So you can imagine Bach's surprise when he runs into another barnstormer. As it turns out, this other guy, by the name of Donald Shimoda, is a man who people thought was the Messiah. Donald tells these people that he is not god but has a piece of god inside himself and so does everybody use and once people stop putting limitations on themselves is when they will be able to be at peace. He begins to teach Richard his ideals and methods with the help of a book called the Messiah Handbook. Richard Bach takes to the air to discover the ageless truths that give our souls wings: that people don't need airplanes to soar...that even the darkest clouds have meaning once we lift ourselves above them... and that messiahs can be found in the unlikeliest placeslike hay fields, one-traffic-light Midwestern towns, and most of all, deep within ourselves. Illusions, many consider Richard’s second worldwide success a true spiritual classic. Published in 1977, seven years after "Jonathan Livingston Seagull" was published. Illusions was adopted warmly and cherished by all races over the world. Why do I like Richard Bach? The real question should be where to start listing reasons? I love the writing style, I love both major characters, I love the concept of barnstorming, of flying, and of a messiah who quit because he didn't like it. I love all the quotes from the Messiah Handbook. I love the blue feather on the cover. There is absolutely nothing about this book that I DON'T love... Free Essays on Illusions The Adventure Of A Reluctant Messiah Free Essays on Illusions The Adventure Of A Reluctant Messiah â€Å"Illusions: The Adventures of a Reluctant Messiah† by Richard Bach focuses on the limitations people put on themselves and how we are brought down by these limitations. It's about the author, Richard Bach who lives by barnstorming, which means he flies around the Midwest selling rides in his airplane for $3 for ten minutes in the air. Used to happen all the time in the thirties, but by the time Richard's doing it, it's already the seventies. Not many barnstormers left. So you can imagine Bach's surprise when he runs into another barnstormer. As it turns out, this other guy, by the name of Donald Shimoda, is a man who people thought was the Messiah. Donald tells these people that he is not god but has a piece of god inside himself and so does everybody use and once people stop putting limitations on themselves is when they will be able to be at peace. He begins to teach Richard his ideals and methods with the help of a book called the Messiah Handbook. Richard Bach takes to the air to discover the ageless truths that give our souls wings: that people don't need airplanes to soar...that even the darkest clouds have meaning once we lift ourselves above them... and that messiahs can be found in the unlikeliest placeslike hay fields, one-traffic-light Midwestern towns, and most of all, deep within ourselves. Illusions, many consider Richard’s second worldwide success a true spiritual classic. Published in 1977, seven years after "Jonathan Livingston Seagull" was published. Illusions was adopted warmly and cherished by all races over the world. Why do I like Richard Bach? The real question should be where to start listing reasons? I love the writing style, I love both major characters, I love the concept of barnstorming, of flying, and of a messiah who quit because he didn't like it. I love all the quotes from the Messiah Handbook. I love the blue feather on the cover. There is absolutely nothing about this book that I DON'T love...

Fermentation vs. Anaerobic Respiration

Fermentation vs. Anaerobic Respiration All living things must have constant sources of energy to continue performing even the most basic life functions.  Whether that energy comes straight from the sun through photosynthesis or through eating plants or animals, the energy must be consumed and then changed into a usable form such as adenosine triphosphate (ATP). Many mechanisms can convert the original energy source into ATP.  The most efficient way is through aerobic respiration, which requires oxygen. This method gives the most ATP per energy input.  However, if oxygen isnt available, the organism must still convert the energy using other means.  Such processes that happen without oxygen are called anaerobic.  Fermentation is a common way for living things to make ATP without oxygen.  Does this make fermentation the same thing as anaerobic respiration? The short answer is no.  Even though they have similar parts and neither uses oxygen, there are differences between fermentation and anaerobic respiration.  In fact, anaerobic respiration is much more like aerobic respiration than it is like fermentation. Fermentation Most science classes discuss fermentation only as an alternative to aerobic respiration.  Aerobic respiration begins with a process called glycolysis,  in which a carbohydrate such as glucose is broken down and, after losing some electrons, forms a molecule called pyruvate.  If theres a sufficient supply of oxygen, or sometimes other types of electron acceptors, the pyruvate moves to the next part of aerobic respiration.  The process of glycolysis makes a net gain of 2 ATP. Fermentation is essentially the same process.  The carbohydrate is broken down, but instead of making pyruvate, the final product is a different molecule depending on the type of fermentation.  Fermentation is most often triggered by a lack of sufficient amounts of oxygen to continue running the aerobic respiration chain.  Humans undergo lactic acid fermentation. Instead of finishing with pyruvate, lactic acid is created.  Distance runners are familiar with lactic acid, which can build up in the muscles and cause cramping. Other organisms can undergo alcoholic fermentation, where the result is neither pyruvate nor lactic acid.  In this case, the organism makes ethyl alcohol.  Other types of fermentation are less common, but all yield different products depending on the organism undergoing fermentation. Since fermentation doesnt use the electron transport chain, it isnt considered a type of respiration. Anaerobic Respiration Even though fermentation happens without oxygen, it isnt the same as anaerobic respiration.  Anaerobic respiration begins the same way as aerobic respiration and fermentation.  The first step is still glycolysis, and it still creates 2 ATP from one carbohydrate molecule.  However, instead of ending with glycolysis, as fermentation does, anaerobic respiration creates pyruvate and then continues on the same path as aerobic respiration. After making a molecule called acetyl coenzyme A, it continues to the citric acid cycle.  More electron carriers are made and then everything ends up at the electron transport chain.  The electron carriers deposit the electrons at the beginning of the chain and then, through a process called chemiosmosis, produce many ATP.  For the electron transport chain to continue working, there must be a final electron acceptor.  If that acceptor is oxygen, the process is considered aerobic respiration.  However, some types of organisms, including many types of bacteria and other microorganisms, can use different final electron acceptors.  These include nitrate ions, sulfate ions, or even carbon dioxide.   Scientists believe that fermentation and anaerobic respiration are older processes than aerobic respiration.  Lack of oxygen in the early Earths atmosphere made aerobic respiration impossible.  Through evolution, eukaryotes acquired the ability to use the oxygen waste from photosynthesis to create aerobic respiration.

My Code of Ethics Essay Example | Topics and Well Written Essays - 1250 words

My Code of Ethics - Essay Example With that, if every child is educated well, the school needs to be sure that there are protections and alternatives to risky behaviors available to our children. Gorman stated in the speech (2006), "There is no single magic answer to the social and academic challenges that our students face. The solution instead lies within each of us in this community - it is up to us to be involved in our schools, to teach our children the importance and the value of education and to make sure they achieve at the highest level possible. To raise our achievement levels, CMS needs help from every member of this community" (Speech for the Greater Enrichment Program, 2006). In today's modern society, schools are sometimes forced to leave some children behind. However, for some multicultural students, the noble idea of not leaving a child behind has not yet been taken seriously with the general public and a lot of educational systems. This is why it is very important in my code of ethics for parents to be involved.  Ã‚   and learn differently from one another, in my code of ethics, parents should be brought into the learning process so that every child can learn the same way even though they will process it in a different. If school systems would accept this concept of diversity in learning, there would be no feeling of failure for the no child left behind program.Things such as the abovementioned only form the apparentness and literalness of the behavior of American students. Because of their differing backgrounds and despite their oneness when it comes to opinionating, the ways in which they were brought up surely play the most significant factor on why they are who they are (Khramtsova and Saarnio 2007). Their behaviors are correlated with all the attributes they and their backgrounds possess. One such example is the success. A student in an American classroom can correlate his depression and be antisocial with the way he is performing academically. And also, lest it is forgotten, the behavior of American students inside the classroom depends somewhat upon their relationships with professors and faculty, because, after all, they are the ones who teach the subject and interact with students (Sorcinelli 1995).

Aravind eye care system Case Study Example | Topics and Well Written Essays - 750 words

Aravind eye care system - Case Study Example For the rest, affordable eye care is provided. Surgeries on cataracts form approximately 70 percent of all operations. The Aravind Eye care Hospital exists as an ophthalmological hospital which currently has various locations and branches in India. Through creativity and innovation, Dr. Govindappa Venkatawamy founded this hospital in 1976. Since that time, it has grown and expanded into a network of several eye hospitals. This has seen a total of approximately 32 million patients in record 36 years and has also performed approximately 4 million eye surgeries, majority of these being very cheap or even free. Many people all over the world have congratulated the model and the services offered by the Aravind Eye Care hospitals and it has become a point of reference for various case studies (Center for Health Market Innovations). Innovation generally means creating more efficient and effective products, services, ideas and processes which increases the possibility of business or a venture succeeding. Ventures that are innovative create more effective work processes and experience better performance and productivity. Innovation could mean executing new ideas, creation of dynamic products and services or just improving on the existing goods and services. Innovation has been attributed as a catalyst for the fast growth and success of Aravind Eye care Hospital and has helped it to grow in the marketplace (Salge & Vera 2009, 67). Being innovative does not necessarily mean inventing new things; innovation could mean changing the business model and adapting to new changes in the environment so as to deliver better and improved products, services and ideas. Successful innovation ought to be an in-built part of the business strategy, where culture of innovation is developed, experience innovative thinking and the development of

Lucent Technologies Case Essay Example | Topics and Well Written Essays - 500 words

Lucent Technologies Case - Essay Example In this context, multiple factors can be held liable that had been accountable for getting subjected to this setback. Within these identified factors, the profitability of the company along with the equity multiples are the major deterrents. Apart from these two, the asset turnover had also contributed within this ROE fall (Tagliani, 2009). From the above tables, it can be clearly observed that the asset turnover rate dropped down subsequently from 35.25% in 1998 to 25.64% in 2000. As a result, a drop in the level of ROE and Return on Assets (ROA) can also be estimated. Apart from all these, the company business functionality also appeared to have boosted the long-term debt aspect that in turn had negatively impacted the overall financial stability of Lucent Technologies. In a cause and effect manner, the company’s liquidity went down by drastic levels and thus, resulted in deteriorating the performance of the company in the years 1998, 1999 and 2000 (Palepu & Healy, 2007). Lucent Technologies appeared to have made drastic changes within a very short tenure. With the prime intention of attracting more and more investors, the company made significant amount of efforts towards making its annual statements more transparent and understandable. The table below projects a clear understanding of the types of changes identified in Sales, Accounts Receivable, Inventory and Gross Margin for the five quarterly periods i.e. from December 1998 to December 1999. From the above table, improvement in the sales figures of the company can be indentified during the quarter of March-June 1999 by 12 %. Although, the company attained a growth rate for the consecutive two quarters after the quarter of Dec’1998 to March’1999, but could not retain the growth pace in a sustainable manner. The percentage rate of receivables for the company also dropped subsequently. In term of inventory, it

Private International Trade Law Essay Example | Topics and Well Written Essays - 3000 words

Private International Trade Law - Essay Example However, it has no relevance regarding the validity of contract or its provision. The UNIDROIT (the International Institute for the Unification of Private Law) principles also provide a gap-filling role for international Commercial Contracts to support CISG1. Let us examine the case of Wholefoods Limited Company of UK, which is importing quality sea foods and the Russian Company Valadistok who supplies sea foods. It is interesting to note that the court system in UK does not allow application of law to the non-state law. However, under certain clauses, if it is part and parcel of an agreement between the two companies who are authorized to choose arbitration laws subject their dispute to general principles of law alike. At present, a trend is going on to recognize that the legal parameters of legal order that should not be limited to national law. Therefore, the regulations stemming from the reputable arbitration institutions in the globe believe in that legal relation should be governed by the most convenient â€Å"rules of law, take the example of lex mercatoria and the new PECL. It would be in the fitness of things if Lex Mercatoria will ensure that the legal orders of each country could be the principles since Lex is subservient to state concessions. It does exist as an entity to the international trade activity. Conflict of rules often bore results. Legal experts are of the view that national laws were primarily enacted to govern domestic transactions. Therefore, it fails to touch upon the requirements of international transactions. This had ended the impairment of world trade2. In the said case, the only way out to settle the issues between the importer and the exporter is nothing, but an arbitration process since UK is not the contracting party of the CISG whereas the lawyers of the Russian Company are not familiar with the Lex Mercatoria. As far as the commercial arbitration is concerned, it should not be localized

Law - Corporate Law Essay Example | Topics and Well Written Essays - 1000 words

Law - Corporate Law - Essay Example The partners wish to bring in more funding into the proposed entity. Consequently, they want the resources injected be recognized as capital. Additionally, they want the business to bear responsibility for any debt pertaining to it. Considering the conditions set by the three partners Tinky, Lola and Daphne the best form of business is a Private limited company (PLC). This form of an organization is better than a sole proprietorship. The proposed business form has a distinct identity from its founders. As such, they would bear no liability for the entity’s transactions2. Additionally, such an entity can own property and take legal action against another party. The proposed business form will incur less tax than a sole proprietorship3. The law treats the incomes of a sole proprietorship as those of the founders of the organization. A private limited company (PLC) fits the description of the business form they are seeking. A PLC is accountable for its own tax burden. This assert s that the organization is a legal personality contrary to a sole proprietorship4. Individuals that subscribe for shares in a PLC are the owners since a share denotes the basic unit of ownership in any a PLC5. Shareholders do not administer the company openly. Nonetheless, they appoint directors who run the entity6. This allows a PLC to inject professionalism in its management since they appoint qualified individuals into such posts. Conversely, the sole proprietor governs his entity based on his knowledge. Therefore, the business may suffer due to his incompetence7. Nonetheless, decision-making is easier since no consultation are held. Overall, a PLC is a better business form than a sole proprietor based on the above reasons. The company act governs all the undertakings of all incorporated bodies. The act provides stringent statues on the way that a PLC should undertake its activities8. Conversely, they are negligible rules that direct the operations of a sole proprietorship. The d irectors in a PLC are answerable to the members while the sole proprietor is liable to himself9. A limited liability partnership (LLP) is a very attractive form since Tinky, Lola and Daphne are already in such similar business. Thus, a LLP will only limit their liability, but the entity will continue to incur relatively enormous taxes since the tax authorities charge it alongside the other incomes of the partners10. This implies that a LLP has no legal personality. A LLP is better that ordinary partnership since the members’ liability is limited. This denotes its major variation from other partnerships. However, it is imperative to note that the accountability of members in such an entity may vary. As such, some partners might have restricted liability11. In such a scenario, the partners with unlimited responsibility would meet the partnership’s debt during liquidation12. Nonetheless, in a PLC no member takes responsibility for the entity’s loans since the organ ization is separate from its founders and its members. The three partners should consider this pro13. Partners may run the business simultaneously by sharing duties. Alternatively, they may appoint one of the members to govern the organization. Governing such an entity is tricky since decision-making requires consultation. This makes decision-making challenging14. The partners share

Analytical essay on Mesopotamian art and architecture

Analytical on Mesopotamian art and architecture - Essay Example Additionally, Assyrian art design was different from the structure of Babylonian art, which eventually became the main modern designs in Mesopotamia, resurfaced during the 1500 BC and prevailed until the end of Nineveh reign in 612 BC. Generally, the main aspect of Assyrian art design was the chopped stone relief of polychrome structure that was used to festoon imperial arts. The clearly delineated reliefs symbolized royal affairs, mainly hunting and organizing for successful battles. The art predominantly captures animal designs, especially a horse and lion; these were elegantly portrayed in the art in a comprehensive manner (Begemann et al 135-169). Additionally, though, important personalities are fairly rigid they are also benignly represented, as in victorious scenes of operations, wars, and individual military contribution. Assyrian reliefs that apparently popular include the lion-hunt sculptures depicting Assurbanipal of 7th century BC and Assurbanipal II of the 9th century BC (Ulrichsen 349-377). Both carvings are archived by the British. Guardian nature composed of lions and other flying wildlife with hairy human face. The models were presented in incomplete curves for strong regal entrances. It is notable, though, that Nimrud-carved elephant tusks and bronze plates were located by archaeologists. The items are colored in the Assyrian form, and were the brainchild of and Aramaic and Phoenician artisans (Landes, Mokyr, and Baumol 164-168). Mesopotamia’s structural designs are the earliest designs of the society of the Mesopotamia region, which is popular for the Tigris and Euphrates rivers. The designs include several unique cultures and lasting between the 10th millennium BC and the 6th century BC when the oldest structures were erected. Notably, the Mesopotamian architectural achievements encompass the growth of towns through proper structuring techniques, the

Law - Corporate Law Essay Example | Topics and Well Written Essays - 1000 words

Law - Corporate Law - Essay Example The partners wish to bring in more funding into the proposed entity. Consequently, they want the resources injected be recognized as capital. Additionally, they want the business to bear responsibility for any debt pertaining to it. Considering the conditions set by the three partners Tinky, Lola and Daphne the best form of business is a Private limited company (PLC). This form of an organization is better than a sole proprietorship. The proposed business form has a distinct identity from its founders. As such, they would bear no liability for the entity’s transactions2. Additionally, such an entity can own property and take legal action against another party. The proposed business form will incur less tax than a sole proprietorship3. The law treats the incomes of a sole proprietorship as those of the founders of the organization. A private limited company (PLC) fits the description of the business form they are seeking. A PLC is accountable for its own tax burden. This assert s that the organization is a legal personality contrary to a sole proprietorship4. Individuals that subscribe for shares in a PLC are the owners since a share denotes the basic unit of ownership in any a PLC5. Shareholders do not administer the company openly. Nonetheless, they appoint directors who run the entity6. This allows a PLC to inject professionalism in its management since they appoint qualified individuals into such posts. Conversely, the sole proprietor governs his entity based on his knowledge. Therefore, the business may suffer due to his incompetence7. Nonetheless, decision-making is easier since no consultation are held. Overall, a PLC is a better business form than a sole proprietor based on the above reasons. The company act governs all the undertakings of all incorporated bodies. The act provides stringent statues on the way that a PLC should undertake its activities8. Conversely, they are negligible rules that direct the operations of a sole proprietorship. The d irectors in a PLC are answerable to the members while the sole proprietor is liable to himself9. A limited liability partnership (LLP) is a very attractive form since Tinky, Lola and Daphne are already in such similar business. Thus, a LLP will only limit their liability, but the entity will continue to incur relatively enormous taxes since the tax authorities charge it alongside the other incomes of the partners10. This implies that a LLP has no legal personality. A LLP is better that ordinary partnership since the members’ liability is limited. This denotes its major variation from other partnerships. However, it is imperative to note that the accountability of members in such an entity may vary. As such, some partners might have restricted liability11. In such a scenario, the partners with unlimited responsibility would meet the partnership’s debt during liquidation12. Nonetheless, in a PLC no member takes responsibility for the entity’s loans since the organ ization is separate from its founders and its members. The three partners should consider this pro13. Partners may run the business simultaneously by sharing duties. Alternatively, they may appoint one of the members to govern the organization. Governing such an entity is tricky since decision-making requires consultation. This makes decision-making challenging14. The partners share

Reading Questions Assignment Example | Topics and Well Written Essays - 500 words

Reading Questions - Assignment Example Michael (1967) defines formative evaluation as a constructive process of evaluation where a great emphasis is laid on the inputs put in the systems that later determine the processes’ quality and the system’s outputs. For instance, in an academic institution, the administration of continuous assessment Tests (CATS) is a pertinent example that can be used to explain; in system design, it used to test each and every stage’s performance, judge whether each state is performing according to specifications. It indicates how the system is performing-the content, the teaching methods, the financing and general administration of education in schools or any other academic institutions. On the other hand, summative evaluation is an evaluation process that determines the ‘worth’ of the entire program or measure against the stated objectives at the beginning of the program or course. A good example is an exam or a series of exams administered at the end of a course or a program. These exams are meant to judge whether the program is effective and reliable, valid content, effective administration or even the pedagogical issues related to teaching processes. The paper has attempted to discuss two of the fallacies or ‘errors of interpretations’ concerning these two fundamental evaluation processes. It will examine the first and second fallacy respectively. The first fallacy states that both terms were introduced to play different roles for evaluation. This distinction between them concerns the relation of the evaluative information to its environment and use that relate to matters of client and the context. The author further notes that there is no essential difference in their properties themselves, for example, between their causal and correlational claims; measures of efficiency and measures of effectiveness. Both formative and summative are different in their functions they serve to determine the extent to which each one them goes. The author points

Bernie Madoff Ponzi Scheme Essay Example for Free

Bernie Madoff Ponzi Scheme Essay Bernie Madoff was a legend on Wall Street. His success grew very quickly and he built a trading powerhouse named Bernard L. Madoff Investment Securities that was founded in 1960. He enjoyed telling employees, peers, and friends that his enterprise started on the Pacific Ocean beaches in Long Beach, CA as a lifeguard. Madoff enjoyed leading his company, chairing the NASDAQ board, and presenting to traders as a leader in the industry sharing his tips, tricks, and lessons learned. By 2000, his company had become very popular and was commonly used by hedge funds, wealthy investors, and institutions. Bernard L.  Madoff Investment Securities had been successful for over 20 years that was worth nearly $65 billion at the time when the success had been identified as fraud. Madoff and team had set up a flourishing Ponzi scheme. A Ponzi scheme â€Å"is a fraudulent investment operation that pays returns to separate investors from their own money or money paid by subsequent investors, rather than any actual profit earned. † This type of investment strategy is doomed from the start because there is never a plan to completely recoup the investor’s money; however, to the investor it seems like a good investment because it promised a higher short-term return. Madoff’s Ponzi scheme had been a well crafted game and each move including precise calculations. As the authorities began to investigate the scandal they found that individuals, institutional investors, and securities authorities had been involved. Madoff and team created a group of financial managers to work with potential investors to sell the fraud. This group was an uneducated and inexperienced staff that was tasked to â€Å"generate false and fraudulent documents† that were used to disguise these unethical business transactions. These documents including trade blotters and monthly account statements were created using historical stock data from the Internet. In order to appear to have a thriving business, Madoff’s team began to wire funds from the New York and London offices to uphold the impression of Wall Street financial success. In reality there was very little stock bought and sold. Instead, the market was studied and the company pretended to purchase stock whose trajectories were in line with the firm’s goals. Bernard L. Madoff Investment Securities had been reviewed by the U. S. Securities and  Exchange Commission (SEC) and recorded two reports of suspicious behavior and financial reporting starting in 1999. However, the company had never been fully investigated until after the discovery of the Ponzi scheme. Madoff himself stated that it was a miracle that this plan wasn’t discovered because it was obvious when reviewing Wall Street’s central clearinghouse account which would have brought red flags. While leading this scheme, Madoff kept this unethical activity close; he only incorporated his family members and a few key accomplices including Frank DiPascali. The success of this investor and legendary financial mentor has been named the largest financial investor fraud in history and the most successful Ponzi scheme to date. On July 14, Madoff began serving his sentence in Burtner Federal Correctional Complex. In addition to the 150 year sentence awarded to Madoff by the courts, they also called for $170 billion in assets from Madoff. This number was calculated and represented the amount of money that moved through the unlawful bank accounts during the years of fraudulent behavior. As Judge Denny Chin sentenced Bernie Madoff, he called these crimes â€Å"extraordinarily evil†. However, the question is not â€Å"Was Madoff extraordinarily evil? † because the answer to that question is simply yes. The real ethical question is â€Å"Who enabled Madoff to successfully complete these evil and unethical acts? † That person was Madoff’s right hand man, Frank DiPascali. In 1975, college dropout and 19 year old Frank DiPascali joined Bernard L. Madoff Investment Securities, LLC (BMIS) following recruitment by his neighbor from Queens and Madoff’s longtime personal secretary Annette Bongiorno. Despite his lack of a college education or any formal financial training, over his 33 years with Madoff’s New York firm DiPascali became a key lieutenant to Madoff, rising from a research analyst to serve in roles such as Director of Options Trading and Chief Financial Officer. While it is unclear to investigators whether Madoff ever ran a legitimate investment business, Madoff claimed in court that the Ponzi scheme only began in 1991 and thereafter did not involve legitimate investment activities. In court testimony, DiPascali recounted that by the early 990’s, he knew the investment operation was fraudulent saying, â€Å"No purchases or sales of securities were actually taking place. It was all fake; it was fictitious. It was wrong, and I knew it was wrong at the time. As the primary deputy to Madoff, Frank DiPascali had a unique position of managing the massive fraud concocted by his boss. Through the two decades that the Ponzi scheme ran, DiPascali only cemented himself further in dishonesty rather than extracting himself from, or informing authorities of, the fraud. DiPascali told Judge Richard Sullivan that while receiving orders and executing the fraud, he â€Å"knew it was criminal, and I did it anyway. † In 2006 when the firm’s computer programmers Jerome O’Hara and George Perez refused to continue running the software that produced the fictitious trades and statements, DiPascali joined Madoff in learning how to run the software to continue the fraud and paying the programmers off for their silence. Besides Madoff, DiPascali was the only other person to run the infamous 17th floor operation at BMIS, where fraudulent transactions and account statements were produced for investors. DiPascali has credited his loyalty to Madoff as the primary reason he continued to participate in the fraud. â€Å"I was loyal to him,† DiPascali said. â€Å"I ended up being loyal to a terrible, terrible fault. † As DiPascali phrased it during a court hearing, â€Å"by 1990 or so, Bernie Madoff was a mentor to me and a lot more. Frank DiPascali’s attorney, Marc Mukasey, asserted that DiPascali operated with the belief that before the Ponzi scheme could collapse; Madoff would be able to repay investors and erase any fraud. DiPascali reportedly had such confidence in Madoff’s great personal wealth that he believed no matter what, investors could be protected. However, DiPascali enjoyed generous compensation while directing the fraudulent investing operation. DiPascali’s salary from BMIS topped $2 million per year and from 2002 through 2008 DiPascali had a fictitious investor account at BMIS named after his yacht, Dorothy Jo, from which he personally withdrew over $5 million. DiPascali also used his BMIS corporate platinum American Express card to fund vacations, entertainment, and other personal expenses. While Frank DiPascali did not conceive of the Ponzi scheme himself, he was second to none in actually managing the details of the fraud. The criminal complaint to which DiPascali plead guilty in August 2009 states, â€Å"DiPascali designed, developed and oversaw a wide and varying array of fictitious books and records all prepared to conceal the scheme from investors, auditors and regulators. † In addition to managing the backroom activities and generating false account records, DiPascali regularly spoke with clients and lied about their investment accounts.

The Hilton Hotel, Heathrow

The Hilton Hotel, Heathrow the objective of this assignment to shows the how the organisations in hospitality use the marketing strategies. This assignment presenting evaluation of the marketing introduction about Hilton Heathrow hotel, their loyalty programme, their public relations, e-marketing, viral and guerrilla marketing, segmentation marketing, network and customer relationship marketing strategies porters five forces. Definition of marketing as following: According to Philip Kotler:- marketing strategies are the combinations of all important marketing goals into a comprehensive plans, it should be from marketing research and its centre of attention should be right marketing mix to achieve maximum profit and sustainability for the organisation. Hilton Hotel and resorts is a Hospitality industry founded by Conrad Hilton in 1919 in Cisco, Texas (U.S) and has 540 hotels in 78 countries. Its first brand was opened in Business travel and leisure travel are the two marketing emphasis the company is focusing on. Hilton Hotel and Resorts are mostly located in city centres, near airports etc for the easy access for the customers. This assignment is on Hilton Hotel (HHonours) near Heathrow Airport; within Heathrow area they have three branches. Easy access from all terminals Heathrow central and terminal 5. It has partnership with different airlines and car rental companies. It just 6 minutes walk away from T4 and 10 minutes away by courtesy shuttle bus from T5. Hilton London Heathrow Airport hotel Exterior (http://www3.hilton.com/en/hotels/united-kingdom/hilton-london-heathrow-airport-LHRAPTW/index.html) Marketing: marketing strategy plays a vital role to success for business. Marketing in Hospitality industry is one of the main elements to increase profits and success of the business and it is playing very important role in hospitality. It helps the organisation to get success through understand their customers, what they want, their needs; priorities and demand from the organisation and what are their expectation level from customer service point of view, leisure and infrastructure etc. It is really easy these days through internet. The organisation can also put surveys on internet, blogs, websites, social media, etc. For example Hilton hotel is available on face book where anyone can like, comment and post their views and also customers can check their updates, offers etc. http://xzamcorp.com/quality-blog/wp-content/uploads/2012/06/Facebook-Hilton-Hotels-Resorts.jpg (https://www.facebook.com/hilton) Marketing Mix Marketing mix is a mixture of four fundamentals product, price, place and promotion. That actions used to satisfy the wants of an organisations target market and at the same time achieve its marketing objectives. (Stanton) 1994. http://www.marketingteacher.com/image/content/mmix.gif Product- this feature of marketing mix is including planning, developing and producing the right category of products and services in the market by an organisation. In short words what is the quality of the product, size of the product? How is it looks like, design of the product, value of the product, about packaging, testing and range etc? At Hilton Heathrow hotel they have swimming pool, twenty four hour fitness centre then for relaxation they have sauna bath and steam room and beauty salon as well. They have artificial beach terrace. They have contemporary spacious room, executive lounge, executive rooms and suites. Hilton is the foremost globally friendliness company spanning the housing sector from luxurious full services to extended stay suites hotel. They mostly attract to business people as a luxurious hotel in the market. Price- To fix a right price of product is a most difficult task. Price of the product should be reasonable and affordable so organisation can sell their product easily and successfully in the market. There are lots of steps between set the right price for example: determination of unit price of the product, pricing policies and strategies, discounts, credits, cost, terms of delivery, payment, competitive price credit policy etc. Hilton hotel is quite expensive and luxurious hotel, their prices are high but still flexible according to the seasons. They give some discounts on special occasions. Place- It is called distribution channels, storage and warehousing, coverage channel, inventory management, selection channel, distribution logistics etc. Management of organisation is responsible to choose and deal with distribution channels so customers can get the product at right place at right time. They should develop physical distribution. Wholesalers and retailers are most important channels which are used for physical distribution of goods. Hilton hotel is near London Heathrow airport which is only give direct acees to the terminal 4 airport by walk and shuttle bus to terminal 5. This hotel offers fully equipped business centre of 2,590 square metre banquet hall for special events. Business conference for up to 300 guests of 30 meetings rooms. Promotion- the fourth p is promotion it does include determination about direct marketing, sales promotion, advertisements, publicity, exhibitions, public relations activity etc. Most important tools are advertisements and sales promotion which are used to promote the sale of products of organisations. The best way for advertising strategy, organisation should recognise the competitors what are they providing additional to customers. This will help to an organisation to do improvements into their values and to set marketing strategy. Promotional activities are free distribution of sample of product, contests etc. These types of tools are expressive which does help to beat the competition in the market to organisation. Advertisements are used to communicate and pass the information to customers and consumers about the features of product through television, internet, newspapers and magazines, radio, billboards, banners and posters etc. Limitations Doing advertisements or promotion is expensive tool but there is lots of advertisements on the television and internet so people can get fed up thats why mostly people ignore the advertisements on television they just skip the channels when the advertisements comes in front of them. Some people do not read the advertisements on newspapers and magazines. Now a days Hilton Heathrow hotel doing promotion by giving offer to customers because Christmas coming they are giving offer to celebrate Christmas at Heathrow with their attractive cuisine and enjoyment traditional or bollywood themed parties. Their coordinator will do the help to customer to organise party for superb occasion. At Hilton hotel in terms of the marketing mix model definitely the people, process and physical evidence are very important components of the marketing mix for service providers such as hotels. Marketing strategy to use by Hilton hotels as following: They give 20% off on advance booking on their best available rate. They do offer bed and breakfast on the weekend package. They give 1000 reasons to customers to love Hilton and earn thousands points on every Thursday, Friday, Saturday, Sunday, and Monday night stay. They are offering for Christmas party at Heathrow They are providing exclusive airport parking packages for up to 8 to 15 days. So customer can enjoy hassle free on their door step parking at London Heathrow airport Branding- branding is a unique name and identity of the company. It is a procedure of mark and stamp to the product with identify look, design and logo etc. So customers and consumers can get idea about the features of product from the name, look, logo, mark and design. Brand name or design should be attractive, which can attract to the customers. From brand name customers can recognise the product. When they give a symbol or name to the product organisation should always keep in mind there is lots of competitor in the market. Brand should be like that which is no one can copy it easily. Hilton hotel have very unique name. Hilton Hhonors have ten different brand which are as following: Waldorf Astoria hotels and resorts, Conrad hotels and resorts, Double tree inn, Embassy suites, Hilton garden inn, Hampton, Homewood suites, Hilton grand vacation and home 2 suites by Hilton. They have every type of hotel for example budget hotel luxurious hotel, business hotel etc. Customers can get know from the name about hotel for example Hilton hotels and resorts are quite luxurious and business class hotel. It is expensive. Customer loyalty- it is about to encourage the customer, attract towards brand, buy the product often and in extra amount. It is about satisfaction level of customers, confidence, and their needs and wants. Organisation should build relationship with customers using e-market via email, messaging on mobile phones, so customers can stay keep in touch with them. Organisation should give points to the customers on loyalty cards. They should show to customers to care for them what are their choices and what they do not want. Hilton hotel they have point system to attract the customers and encourage to stay with them. They have guest loyalty programme and they have membership level as following blue, silver, gold and diamond. First of all blue, which is just for enrolling. Second one is silver which is for four stays at hotel and 10 nights and then they have gold 36 nights or 16 stays and 60000 base points and the last one they have gold for 60 nights, 28 stays and 100000 base points. Customers can earn points on all their different brands in 91 countries and at nearly 3900 hotels. They can earn bonus points at airline for the same hotel stay. Customers can use their points on hotel stays, buying and receiving, on travel and transport, exchange with family and friends at dining. Customers can donate their points to supporting charities for non profit. Network and customer relationships marketing strategies- networking is an important factor for an organisation. Stakeholders and employees with employers and staff of an organisation should inter connect with each other. Marketing take place in public relationship. For an organisation should have good and strong relation with society to fight the competition in the market. They should build strong network into the market with stakeholders. Now a days every organisation have customer care department to sort out the problems of customers and they have call centres as well as they have online customer care facility via internet so customers can call them or email them regarding their problems. In an organisation network and customer relationship is how does effective staff deals with customers and employers with employees. Hilton hotels have network and customer relationship strategy to using point system and social media. Customers can earn points with them and they can use their points on lots of things with them on travel transports etc. They are using digital technology for example electronic media Customers can stay keep in touch with them using social media. Hilton Hotel Company appreciates the value of its staff and uses internal marketing to retain them and make them feel valued. At the Hilton organisation management realises that the companys team member added value and quality to the business. In fact it is the people working for the organisation that makes the Hilton hotels corporation such an international success. A hotel is an actual physical product, but a lot of the experience of visiting a hotel relates to the service offered by its staff to the customers. At Hilton hotel organisation management realises that staff treat customers with about same degree of respect as they themselves are treated by their employers. If staff are not treated and valued well they in turn will not respect or treat customers very well. Obviously this is very bad for an organisation. The Hilton hotel corporation invests a lot of time and money in its staff. It takes training and staff development very seriously. It involves staff in all aspects of it s marketing plans and strategy so that everyone knows what is going on and how they make contribution. Organisation gives rewards to its staff for effort with awards and promotion. It includes its staff by allowing them access to extranet which is also share with its business partners. Management offers a comprehensive befits packages to its staff, including: medical, dental and vision care coverage, life accident and disability insurance, the Hilton stock purchase plan, the flexible work arrangement. Other benefits including vacation and holiday pay plus and special privileges when staff stays at Hilton hotels. At the Hilton group management really try to retain good staff and do everything possible to make working for the Hilton hotel organisation rewarding and satisfying experience. Marketing communication activities and strategies-marketing communication is a way which is used by an organisation to change the behaviour of stakeholders towards product. They present to product into the market in such way, people can get information about the product from designing, promotion, exhibitions, advertisements, newspapers, magazines, mobile phone marketing etc. Marketing communication can be develop by direct marketing and indirect marketing. Personal selling, sales promotion, advertising, public relations these are all marketing communication. Those all tools are used for communication about product, which tells to public about the features of product. Organisation use marketing communication to achieve the market objectives and target sales. Communication is messages between one person to other person and in marketing it is between seller and buyer. With Hilton hotel customers can stay keep in touch with them using social media. E-marketing- e-marketing is an internet marketing, which is also called as an online marketing, web-marketing. Now a days every organisation use electronic technology for advertisements to gain the objectives. Technology plays a vital role for an organisation such computer based technology. Organisation create their websites, they send information about products online. Internet offers unique opportunities for organisation and customers to communicate with each others. It is a good way to build relationship with each other. Companies do promotion by direct email, advertisements on internet, by text messaging on mobile phones as well. People can know about the organisations and their manufactured goods to visit on their websites through internet. Organisation can do advertisements through social media for example: face book, twitter etc. On other hand some people do not trust on online information. These types of people prefer to go to the organisation personally so they can get information about the product from someone face to face. Hilton hotels and resorts have their own website so people can get easy access with them using internet. They have join in option on their webpage so people can create their account over there. Hilton hotels have account on face book as well so people can follow them using social media. They do their updates on their website and on social media regarding their discounts, offers, whats new at hotel etc. Thus people can get information through online using internet. Guerrilla marketing activities and strategies- this type of strategy is a weapon for marketers and it is not very expensive it is low cost strategy. Guerrilla marketing is a unusual methods of promotion. This type of marketing does not focus on sales just focus profits, on primary success. It does expect highest results from minimum resources. But sometimes these methods of marketing represent the false image of brand, which is not good to get success for an organisation and survive for long time in the future. Viral marketing- it is blog marketing, forum marketing, email marketing and article marketing. This type of marketing is passed from one person to another person for example messengers are used for viral marketing. Social media is the best way for viral marketing. People can join to Hilton hotel to create an account on their website so Hilton organisation can send them direct email regarding their products, promotions, discounts, new packages etc and they can follow them using facebook and tweeter as well. Public relationship strategies:-Public relation strategies are one of the promotional Mix (advertisement, personal selling, sales promotion, corporate image and Exhibition). According to Bill bernbach:- People cant believe you if they dont know what you are saying and they cant know what you are saying if they dont listen to you, and they wont listen to you if youre not interesting. Any news, planning, presentation, job advertisement etc organisation wants to give to public and any feedback organisation want from public different media such as speaker opportunities (conferences, seminars, public forums), trade show support (press appointments, private demos), public launch, magazines, newspaper, (articles, report), TV, internet, PR blogs (such as face book, twitter, online Pr) etc. Public relationship is a relationship of sharing information relation to organisation not only between organisation and customers; it is also with employees, staff, consumers, general public, competitors etc. Public relation plays a very important role and its essential to make public aware and up-to-date about new policies, procedures, jobs, vacancies etc. Hilton hotels to create public relation they promote their organisation through media news on the news papers, television, internet, magazines, articles etc. They share their information there. So people can know about them. Hilton global media centre users stand for 85 languages English, French, Spanish, Turkish, Chinese, and Japanese etc. Segmentation marketing: segmentation of marketing is a procedure which is focus on a group people whose have common expectations, needs and wants. Market segmentation is first action to apply the strategy of marketing. When segmentation applied, then organisation recognized the groups of customers with appropriate marketing mix so as to arrangement the product , brand, place, promotion, physical evidence and environment etc. Market segmentation aims at one or more homogeneous groups of customers and the marketers try to develop different marketing mix for each segment. The purpose of this segment is to satisfy them all. There may be different demands in different market segments. Marketers may produce higher sales in markets where they have monopolistic conditions by segmentation. The step towards developing a segmentation is to locate base for segmenting the market. There are different variables which are used for this purpose. The variables relates to consumer demographics, geographical, psychographic and behaviour. Bases of market segmentation as following: Geographic segmentation Demographic segmentation Psychographic segmentation Behavioural segmentation Value based segmentation Geographic segmentation- this segmentation focus on the area, the capital size, its majority whether town, city, or country and the (type of weather warm, cold, muggy, dry, windy) because it does matter a lot in segmenting the market on the basis of geographic segmentation. The most important benefit of this segmentation basis that is reflects physical location of the market. Demographic segmentation- it divides the marketplace on the base of period of time, era, gender, marital status, earnings, education, culture, family unit, family life cycle, profession, religious conviction and ethnic group. Demographics as a base for segmentation is working as a proxy for finding similarity in behavioural patterns. Psychographic segmentation- this base of segmentation is widely used by marketers. A persons life style, social class, cultural and personality rest at his mind. But this basic instinct can be tapped by marketers when they appeal for their products. However the geographical or psychographic segmentation is mind level. It might not click for marketers. Behavioural segmentation- here the geographical, demographical or psycho graphical boundaries do not approach jointly but become more relevant for marketing. The clients and customers are segmented on the base of their behaviour in the course of require inspiration, awareness, knowledge participation, attitudes, events, profit, user position, usage charge, loyalty rank and consumer willingness period. Behaviour segmentation is based on the consumer response to his requirements. Value based segmentation- the promotion idea prescribes that segmentation have to the result of competition connecting the goods quality and the needs or wants of the customers or clients. The marketers have to in actuality segmenting their clients so as to separate persons who give the for the most part to their profits. The marketers are required to compute total lifetime value of their customers and discount it to arrive at the net present value. Michael porters five forces: with porters five forces marketers can do strategic analysis of an organisation. They can find out the way how organisation attracts to different industries. Porters five forces does work as a guide to an organisation before enter to market. Michaels five forces are as following: Industry rivalry Power of buyer Power of supplier Threats of substitute Threats of new entry Industry rivalry- if enter into the market is very easy it means there is very high competition. Then customers can change their mind easily to go one from another. When competition is high in the market then there is not much difference into the products which are customers getting from the companies. All competitors using same strategies, and they have same sizes of product. If situations are like this as mentioned above then it is very hard to leave the industry for an organisation because they have been already spent lots of money. Hilton hotel has number of competitor near Heathrow which are as following Marriott hotel, Renaissance hotel, Ramada hotel, etc. They are also big organisations, but Hilton hotel has his own unique identity and popularity in the market as a luxurious hotel. Power of supplier- to get success for an organisation bargaining power of suppliers is a most important side. Supplier provides raw material to an organisation. If they are the only supplier for firm and there is no power of substitute of that raw material and there is no alternative option, they can refuse to provide raw material to an organisation. In that case supplier has much power. Power of buyers- customers can change their mind easily if they have another offer in same price and they go from one to another to get the product. Customers have the power to give pressure to the firm to change the price of product. Power of buyers come when there is not much difference between the product and they can get same product with low price. When customers buy the product they are very possessive about price of the product and they do comparison as well. Mostly business people, couples, and families are customers of Hilton hotel. Threats of substitute- if organisation provides such products which is already have in the market so there is threat of substitute is high. Because customers have another option. They can get another product. Threats of new entry- for an organisation to enter into new market are a bit risky because there are some barriers for entrance but for big organisation it is not much risky. When an organisation enters into the market looks at following points: do they earn profit or how fast, will government give them approval to do business, do they have enough supplier for outputs of their products. Recommendation As we know around Heathrow airport there lives mostly Asian community Indians, Pakistanis, Bangladeshis etc. it is suggested to Hilton Heathrow hotel they should give them some discounts and offers on their special festivals and occasions. For example to Muslims on their special festival Eid they should offer them discounts on their parties. To Indians they should also give offers and discounts on their special occasion diwali like Christmas they offer special packages and discount for special event. Conclusion As everyone knows hospitality is a huge industry in the market and Hilton hotels have their own unique name and identity in the market. According to the above mentioned strategies in the assignment marketing mix, branding, loyalty programmes, network and customer relationship marketing strategy, marketing communication activities and strategy, e-marketing, public relations, guerrilla and viral marketing, marketing segmentation and Micheal porters five forces, which were applying to the Hilton hotel they are doing best things to beat the competitors and they are doing their promotion in best ways such as their loyalty programmes. Hilton hotel is a luxurious and expensive and they mostly attract to business people and families so mostly customers of Hilton hotels are business people, families, couples and this hotel doing everything to do their best in the market. They are using digital technologies for example electronic media according to the demand of modern era.