Finding a New Advertising Agency Essay

It started with a pair of certified letters to MINI USA’s Woodcliff Lake headquarters in northern New Jersey in the summer of 2005. One of the letters was addressed to Jim McDowell, vice president and managing director of MINI USA, the U.S. division of BMW’s MINI automobile brand. The other letter was to Trudy Hardy, marketing manager for MINI USA and a direct report to McDowell. Both letters were from Scheid, Roberts, and Reicher (SRR),1 MINI’s advertising agency since 2001, and both arrived at their respective destinations at almost exactly the same time. From her desk, which was not in the immediate proximity of McDowell’s office, Hardy sat back in her chair and opened the letter without the knowledge that McDowell had just received a similar letter. Her thoughts and feelings as she broke the seal of the envelope and read the one-page letter partly confirmed previous suspicions but, nevertheless, included a sense of great disappointment and some hurt feelings. A rare event in the client-advertising agency relationship, SRR’s letter informed Hardy that they would resign the MINI account in order to pursue a larger account with a competing German automobile manufacturer. For Hardy, it was during the next few moments that the gravity of the event began to sink in. SRR had been the ad agency for MINI ever since the months leading up to the U.S. launch of the new MINI Cooper, which was the first new car launched by the MINI brand since its acquisition by BMW several years earlier. In a time when the duration of a client-advertising agency relationship typically lasted for just about two years, the collaboration with SRR had been in her mind a productive one for almost five years. And in the same way that she believed the relationship had been extremely valuable  to MINI, it was also hard for Hardy to believe that the same did not hold true for SRR as well. In 2001, the MINI account stood as one of the first major SRR client wins when it was a start-up agency with fewer than 50 employees. SRR had now grown to more than 300 employees, and the launch of the MINI Cooper was an unquestioned success. In some ways, MINI and SRR had grown up together. 1 Although this case is based on actual events, Scheid, Roberts, and Reicher (SRR) is a fictional name for MINI USA’s advertising agency from 2001 to 2005. For simplicity, hereinafter, MINI is used as opposed to MINI USA. 2 The BMW Group maintained a general rule that each BMW brand have its own advertising agency. For example, SRR could not work for BMW and MINI at the same time. ________________________________________________________________________________________________________________ Professor David Godes prepared this case with the assistance of Research Associate Peter Wickersham. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright  © 2007, 2008 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-5457685, write Harvard Business School Publishing, Boston, MA 02163, or go to http://www.hbsp.harvard.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Harvard Business School. Hardy began to think of the task before her. In one sense, if she were the marketing manager for almost any other product, the selection of a new advertising agency might not have been such a critical task. But the MINI brand, in almost every respect, was unique—from the design of the car itself to the passionate owners of the car who, for example, often named their MINI Cooper as they would a pet or family member. MINI’s advertising since the launch of the Cooper had been highly unconventional, and although she had no immediate ideas of how to proceed in finding a new agency, Hardy knew that  the selection process would need to be just as unique. The BMW Group and MINI Mini History We went round the works, and I drove him at a hell of a speed—I’m sure he was terrified—but then he was so impressed by its road holding. We stopped outside his office. He got out of the car and he said, â€Å"Go ahead and make it.† — Alec Issigonis, head of design for the Morris Mini Minor (a.k.a, the Mini), conversation with Leonard Lord, chairman of British Motor Corporation (BMC), 19583 The twentieth century witnessed the creation of scores of automobiles, but it can be argued that only a handful of these cars transcended the others to become cultural icons. For some car enthusiasts, the short list of such cars might have included the likes of the Ford Model T or Volkswagen Beetle. For those living in the United Kingdom and Europe in the 40 years between 1959 and the end of the century, the Mini Minor and its descendants, including the original Mini Cooper, would almost certainly have been counted among them. The genesis for what was to become the Mini was attributed to Leonard Lord in response to the nationalization of the Suez Canal by Egypt in September 1956. Since it was thought this action might disrupt or restrict the shipment of oil from the Middle East, Lord commissioned Alec Issigonis to design a small car intended for those seeking frugal transport. The design requirements were few and simple: the ability to seat four people, use of a BMC engine, and an overall size smaller than that of current BMC cars. Issigonis formed a team of eight designers and engineers. In one of their first meetings together, Issigonis placed four wooden chairs on the workshop floor in two rows of two and asked four of his team members to sit in them. They then shuffled the chairs around on the floor until each could sit comfortably in a minimum of space. The rough dimensions were captured in chalk on the workshop floor; the passenger space required was to be at least 8 feet 9 inches long, Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org â€Å"Well, I guess they’re off to greener pastures,† he said in a matter-of-fact tone. After talking some more about the resignation, they soon turned their attention to finding a new partner. â€Å"Listen, I have total confidence in you to find our next agency,† McDowell assured Hardy. â€Å"It won’t be easy, but you know our brand better than anyone. The only catch is that we should probably have this nailed down before the end of the year, which means early December. Let’s talk more once you have an idea of where you’d like to take the search.† With those words, McDowell left Hardy’s office. In addition to its small size (and in some cases because of it), the design of the Mini contained several other notable innovations. It was one of the first front-wheel-drive cars, and its engine was mounted transversely so as not to contribute more than two feet to the overall length of the car. The wide spacing of the wheels allowed for more efficient passenger space, and thus more than 80% of the overall dimensions of the Mini were devoted to luggage and occupants. The design of the Mini also had some other unique consequences. First, the Mini’s simple layout made it easy for owners to modify the interior and exterior of the car; as a result, customization of the car became common. Second, its wide wheel spacing and low center of gravity made the Mini suitable for development of a racing variant of the car. An acquaintance of Issigonis, John Cooper, created the Mini Cooper in 1961 to be driven in rally races. The Mini Cooper was quite successful,  winning the prestigious Monte Carlo rally in 1964, 1965, and 1967. In all, around 150,000 Mini Coopers were produced. The mass-produced version of the Mini was a success in terms of unit sales. It also attracted a cult-like following. Each of the four Beatles owned a Mini as did Peter Sellers and many other famous British celebrities of the day. In 1995, the Mini was voted â€Å"Car of the Century† by readers of Autocar, a U.K. car magazine. BMW Acquires Mini Although the Mini was universally considered a success, the same could not be said for the succession of parent companies that owned the brand. In 1968, British Leyland was formed when BMC merged with the Leyland truck company. In 1975, British Leyland went bankrupt, and the company—with classic brands such as Jaguar, Rover, MG, Triumph, and Mini—was bought out by the British government. In 1988, the collection of surviving brands, now referred to as the Rover Group, was sold to British Aerospace, another nationalized company. Along the way, there were notable investments made in the Rover Group by other car manufacturers, including Honda of Japan, which owned approximately 25% of the company at one time. Yet, the greatest investment and perhaps the biggest surprise occurred in 1994 when BMW, the German luxury automaker with 1993 sales of $18 billion, acquired Rover and its brands, including Mini, for $1.2 billion. In the eyes of senior management at the BMW Auto Group (AG), the vision for the purchase of the Rover Group was to take the company into a new international era. Bernd Pischetsrieder, who was named chief executive officer of BMW AG in 1994, explained it this way: â€Å"The key to success is continuously changing your focus over the long term . . . in the ‘80s, we focused on enhancing the engineering process. The  key emphasis for the ‘90s is globalization of the entire business, including financing, product engineering, styling, designing, manufacturing, and sourcing.†4 Similarly, some industry analysts believed that BMW could not afford to compete solely at the luxury end of a maturing world car market. The acquisition of the Mini brand and the decision to develop the new MINI was seen as a solid strategy to offer less expensive cars without jeopardizing the integrity of the BMW brand.5 According to an analyst with Commerzbank, â€Å"By slightly modifying an existing brand, effectively ‘inserting’ a new vehicle into it, it avoids having to pay all the upfront costs associated 4 J. P. Donlon, â€Å"Honk if you are global (interview with BMW CEO Bernd Pischetsrieder),† Chief Executive, October 1, 1994. 5 BMW differentiated the new version of the Mini from the original by capitalizing all four letters when referring to the new model (i.e., MINI). 3 Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org  feet 2 inches wide, and 4 feet 4 inches high. Ultimately, once the engine and luggage space were added, the Mini was designed to be just 10 feet in length (Exhibit 1). MINI USA: Finding a New Advertising Agency (A)  with developing a new brand. The costs of brand building cannot be underestimated, as anyone at Daewoo would be quick to point out.†6 Not included in the deal to divest the Rover division, notably, was the MINI  brand as well as the manufacturing facility near Oxford, England. â€Å"We knew we had a winner there. Much to the chagrin of the British, we held onto it,† McDowell would say later. Educational material supplied by The Case Centre Copyright encoded A76HM-JUJ9K-PJMN9I Order reference F240566 Designing a New MINI The design and development of the new MINI in the mid-1990s was to some at BMW the embodiment of the larger struggle to integrate the cultures of Rover and BMW. Between 1994 and 1999, there existed two separate MINI design teams—one British and one German. The British-based Rover designers and engineers for much of that time envisioned a revolutionary design of the new MINI. One such MINI concept was unlike, the previous Mini in almost every way but was seen as a contemporary interpretation of Issigonis’ vision of building a small car with maximum passenger space (Exhibit 3). BMW’s designers took a more evolutionary approach in terms of design combined with BMW’s reputation for delivering high-performance, driver-oriented cars. On one night in 1998 at his home in Munich, Frank Stephenson, a BMW designer originally from the U.S., cast himself into the role of Issigonis, who was known for doodling designs of cars on the back of napkins. On a kitchen towel, Stephenson sketched a series of updated versions of the original Mini to reflect modern trends in design and new technology; see Exhibit 3 for a sample sketch.7 In the end, it was Stephenson’s design that would form the basis of the new MINI. The official launch of the MINI was held at the Paris auto show in 2000. During the show, senior BMW AG executives and Stephenson unveiled the new MINI to a rousing ovation. In explaining its design, Stephenson said, â€Å"The MINI Cooper is not a retro design car, but an evolution of the original. It has the genes and many of the characteristics of its predecessor, but is larger, more powerful, more muscular and more exciting than its predecessor.†8 Two production models were to be launched in the U.K. (its historical home) in July 2001: a base model called the MINI One and a more upscale MINI Cooper. A sportier MINI Cooper S was to be launched soon thereafter in the U.K., and both the MINI Cooper and MINI  Cooper S were scheduled for launch in the U.S. as well as other parts of the world in early 2002. Even though the first MINI Coopers were not scheduled to arrive until early 2002, work was well underway in 2000 to establish an organization to support  the launch of the MINI in the United States. MINI USA was established as a division of BMW of North America LLC and would share the same headquarters in Woodcliff Lake, New Jersey, as its parent organization. Jack Pitney was named general manager of MINI USA, a unique distinction for someone with a marketing background as opposed to automotive engineering, manufacturing, finance, or sales. Kerri Martin was appointed MINI’s marketing communications manager. Trudy Hardy was also recruited in 2001 as brand communications manager of MINI, reporting to Martin. The MINI USA headquarters organization was designed to be small (fewer than 25 employees), nimble, and highly creative. From the start, the credo of the organization appeared to be, â€Å"If another car company might take the same approach, MINI ought not.† Martin, for instance, was commonly called by the title â€Å"keeper of brand soul† instead of marketing manager. Work proceeded quickly. By the end of 2000, www.miniusa.com was live and already receiving hits. As with the MINI USA headquarters organization, the existing BMW infrastructure was utilized to create a network of U.S. MINI dealerships. Nevertheless, in a similar fashion, great lengths were taken to establish MINI as its own brand. Approximately 70 dealerships in 31 cities were renovated to add an exclusive MINI showroom under a separate marquee. In total, across all U.S. dealerships, first-year MINI sales objectives were expected to be 20,000 units, an amount Pitney viewed as aggressive but within reach. Base retail sticker prices for the MINI Cooper and MINI Cooper S models were set at about $18,000 and $21,000, respectively, including dealer shipment fees. Additionally, leveraging the history of customizations to the original Mini, each model carried an extensive list of optional equipment and exterior color schemes. For instance, the car roof alone could be painted at the factory with one of more than 10 color schemes, including a black-and-white checkerboard pattern as well as an image of either the Union Jack or American flag. Early expectations were that the MINI Cooper S would capture approximately 80% of sales due to its larger engine and better acceleration. Depending on the amount of optional equipment selected, the total price of a MINI Cooper S could exceed $25,000. Given its design and price range, plans were to position the MINI Cooper as a premium small car—something that MINI saw as a new market niche. This was especially true because the MINI Cooper was smaller and more expensive than some of the better-established compact cars made by Honda, Toyota, and Nissan. Initial MINI marketing materials and media reports from auto shows portrayed the MINI Cooper as a â€Å"fashionable accessory to an affluent, urban-hipster lifestyle.†9 However, early market research also indicated that the target market for the MINI was not limited to a specific demographic group or socioeconomic class but rather was more of a lifestyle choice or mind-set. For example, in surveys conducted before launch, potential MINI buyers in the U.S. described themselves as â€Å"young at heart† or â€Å"free spirited,† a finding that was consistent among both young as well as older age groups. Moreover, the potential MINI buyer appeared to be less concerned by the opinions of others and was independent minded. MINI and BMW AG drew a number of conclusions from this initial research. First, it was decided that further research should closely examine the psychographic factors associated with the purchase of a MINI, since the most fervent of potential MINI buyers seemed to have a common mind-set about the car, which was something that Pitney and others hoped to explore in greater detail. Second, the research confirmed to them that, unlike the original Mini, the new MINI should not be marketed as a car for the masses but instead to a particular segment of car buyers. Third, although it created 9 Suzanne Vranica, â€Å"Cool Mini Cooper Prepares for Relaunch,† The Wall Street Journal, February 14, 2001. Pitney and Martin thus recognized the importance of selecting an advertising agency with experience in nontraditional advertising such as promotional events, online advertising, and direct marketing. None of the large advertising agencies known for television advertising were invited to pitch the account, a decision that many industry observers viewed as bold and against the grain. DaimlerChrysler’s Chrysler Group unit, for example, had recently consolidated its $1.5 billion ad account at Omnicom Group. MINI also decided to base part of the compensation of the ad agency on the collective opinions of its dealers, something that was unique in advertising. Following a fourmonth review, SRR was selected as MINI’s agency of record. A separate firm, Circle.com, was selected to handle their online technology strategy and customer relationship management (CRM) duties. Although MINI would not disclose it publicly, the MINI account was valued at about $25 million per year in term s of total marketing spend, a relatively modest size for an automotive client. Let’s Motor: The U.S. Launch of the MINI The U.S. Launch Campaign (2001–2002) By July 2001, in the eyes of Pitney, Martin, Hardy, and the rest of the MINI team, both the marketing strategy and the creative focus of MINI’s U.S. launch (scheduled for March 2002) were taking shape. Moreover, they felt that the desire to do things differently at MINI had been taken to a whole new level. Most significantly, the marketing team had decided not to use any television or radio advertising as part of MINI’s launch, an industry first for what was essentially an entirely new automobile brand in the U.S. market (it had been almost 40 years since the original Mini was sold in the U.S.). Instead, a phased approach using print and nontraditional marketing techniques was developed. During August and September 2001, MINI’s focus was  to build brand awareness primarily through print advertising in magazines. The tagline for the ads was â€Å"Let’s Motor,† a theme developed by SRR and that would be carried throughout the launch campaign in 2002. The use of the word â€Å"Let’s† at the beginning of each ad was intended to create a feeling of inclusiveness, and the tone of the ads was intended to be friendly and funny. For example, one ad read: â€Å"Let’s not use the size of our vehicle to compensate for other shortcomings. Let’s Motor.† Another began, â€Å"Let’s put away the middle finger.† In addition to initial print advertising in magazines such as Autoweek, SRR developed The Book of Motoring, a 5-inch by 5-inch glossy booklet designed to convey exactly what it meant to be a motorer. â€Å"How is motoring different from driving?† it posed to the reader. â€Å"Physically, they’re the same process . . . the difference is in the mind of the operator . . . when you drive, you go from A to B . . . when you motor you go from A to Z . . . it’s all about living . . . nobody can tell you when you’re motoring . . . you just know.† The book also suggested that motorers pay the toll for the car behind them or feed parking meters if they see a meter maid coming. â€Å"Motorers look out for one another,† the book said. The Book of Motoring could be obtained through BMW dealers or the MINI USA website. In October 2001, in addition to continued print advertising, the SRR and the MINI marketing team designed a series of promotional events and publicity stunts to create additional buzz for the brand. Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org  challenges for the manufacturing team in Oxford, England, it was clear that the target market would likely seek to make their MINI unique by adding optional features and color schemes. Finally, it also became apparent that limiting their advertising to traditional media such as television and radio would not be cost effective, since the MINI itself was not a mass-market car  and since its potential buyers seemed less interested in being part of the mainstream. In one example, for a Formula 1 car race in Indianapolis, MINIs were secured to the top of three fullsize sport-utility vehicles and were driven to the city from other parts of the U.S. carrying signs that read, â€Å"What are you doing for fun this weekend?† The same MINI-toting SUVs then toured some 24 U.S. cities (Exhibit 4). When curious onlookers asked about the car, representatives were instructed to give them a card that said â€Å"Coming to America† and directed them to the MINI USA website. Sporting events were also used as venues to promote the car. For instance, a MINI was placed in the stands of an Oakland A’s baseball game and in the Superdome for a Monday Night Football game (Exhibit 5). As part of this promotion, during the game, the announcer did a series of â€Å"callouts† that drew the attention of the fans in attendance to the MINI. As one example, he announced: â€Å"To the gentleman in Section 101, you’ve left your lights on.â €  When the in-stadium camera focused on the MINI in Section 101, its lights flashed and then shut off. This particular promotion also played a role in the firm’s attempts to anthropomorphize the MINI. When the official launch of the MINI Cooper began in March 2002, MINI and SRR continued their grass-roots marketing efforts and print advertising in combination with outdoor advertising using, most notably, billboards, which they felt were underutilized by other car brands. In all 45 markets where the new MINI was to be sold, teaser billboards were posted on the day that showrooms were opened. Instead of displaying the car or its logo, the billboards only included the company’s website, miniusa.com, and a single line of text. One billboard read, â€Å"XXL XL L M S Mini.† Another read, â€Å"The SUV backlash officially starts now.† Then, in April, a new series of  billboards were rolled out that included a photo of a MINI, the MINI logo, and the â€Å"Let’s Motor† tagline. Slogans included, â€Å"Let’s Sip Not Guzzle,† referring to its above-average fuel economy. The outdoor advertising was taken to the extreme in cities like New York, where a skyscraper was wrapped to represent the car’s two-tone paint job and a 29-foot-by-125-foot billboard was erected in Times Square. Though typically considered a traditional medium, print advertising was used by MINI as nontraditionally as possible. In late 2001, for instance, executives from 35 magazines were invited to MINI’s headquarters to brainstorm unique ways to market the new MINI in print. One noteworthy outcome of this session was a proposal to use the margins around news stories to hold advertisements. At launch, the â€Å"cornering ads,† as they were called, were run in six magazines, including Rolling Stone and Motor Trend. The ads said, â€Å"Nothing corners like a MINI† and contained a photo of the Mini Cooper S cornering the one-inch margin of the magazine page. Other aspects of the launch campaign included the following (Exhibit 6): †¢ More than 6 million magazine inserts of an abridged version of The Book of Motoring †¢ A series of MINI-inspired cartoons featured in The New Yorker magazine †¢ Other magazine inserts including an unscented MINI-shaped air freshener and a pullout car game. Another insert allowed readers to customize the car using peel-off stickers; accessories such as wheel covers, blowers, and racks could be placed on a photo of a MINI in the ad. In total, more than 30 million magazine inserts were published in magazines ranging from Car and Driver to Vanity Fair. The MINI organization was very  happy with the creative output of SRR. â€Å"Conceptually, just about every one of their ideas was spot on,† Hardy said. â€Å"Besides the fact that they really ‘got’ the brand, they also made sure that the ideas they showed us were fleshed out and developed. This extra effort on their part really made it easier for us to react to the ideas and to give them meaningful feedback so we could work together to make them come to life.† MINI and SRR planned to explore other advertising media as 2002 wore on, just not television. Rather than use TV advertising, for example, MINI opted to sign a deal with National Cinema Network, a movie theater network, to show 30- and 45-second advertisements on roughly 2,000 screens in five cities. 7 Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org By the close of 2002, there were several reasons for MINI and SRR to celebrate. Most obvious were the year-end MINI sales figures, which indicated that 24,590 units had been sold in a little over nine months. At that pace, first-year sales were projected to total over 30,000 units. In addition to the strong sales figures, a consumer survey indicated that brand awareness for the MINI among the carbuying public was 25%. A survey indicated that 75% of MINI buyers had read or heard about the MINI through  public relations and Internet exposure before the official launch advertising actually began in March 2002. The launch campaign also earned both MINI and SRR a significant number of awards, including Adweek magazine’s 2002 Guerilla Marketer of the Year and 2003 Media Plan of the Year honors, the 2002 Kelly Awards Grand Prize for Outstanding Magazine Advertising, and two 2002 Cannes Media Lion prizes. SRR also won the Best of Show Award and an award for innovation in marketing at the annual One Show awards, a prestigious event sponsored by the One Club for Art and Copy in New York. At the same awards ceremony, MINI USA received the Advertiser of the Year Award. Pitney was named one of two Automotive News Marketers of the Year (the other was awarded to Jim McDowell, vice president of marketing for BMW of North America). In January 2003, the MINI was selected as the North American Car of the Year by the same publication. The MINI Cooper and MINI Cooper S were selected as finalists for the Motor Trend Car of the Year as well. The Creative Work Continues (2003–2005) By all accounts, the relationship between MINI and SRR was felt by both sides in 2003 to have been a highly productive collaboration to that point. â€Å"Each day we came to the office thinking that we had one of the best jobs in the world. In a sense, SRR was just part of the family. We’d interact and debate ideas on a weekly, sometimes daily, basis,† Hardy described. â€Å"It was a close working relationship.† Over the next two years, MINI’s strategy of using primarily nontraditional advertising in combination with print and outdoor advertising continued, as did SRR’s ability to develop unique creative material in support of this strategy. One magazine campaign featured punch-out, assembleable versions of the MINI Cooper built on a 1:56 scale. About 4.4 million inserts were created, featuring two cars with different combinations of accessories, and came complete with assembly instructions; both cars became collectors’ items. In another campaign, consumers could pull out MINI cartoon-character decals from magazines. The stickers came eight per sheet and were designed to drive buyers into dealerships for a ninth sticker. Approaches like this one were well received by dealers, including Wayne Youngblood, general  manager of Motor City Mini near Detroit. â€Å"I’m thrilled with it; MINI marketing is quirky, fun, and it delivers customers that match the vehicle perfectly,† he said. â€Å"In my 30 years in the business, there has been no other product that commands as much excitement or attention as MINI.†10 Sales of the MINI Cooper continued to climb (Exhibit 7). In 2004, a MINI Cooper convertible was added to the model lineup. Changes would soon be underway, however. In March 2005, Martin announced that she was leaving MINI to become director of market development for Volkswagen of America, a company known for spending about $500 million annually in North American advertising. Around the same time, Pitney and McDowell made the unique decision to switch jobs as general manager of MINI USA and vice president of marketing for BMW of North America. But the ultimate surprise was SRR’s resignation of the MINI account in order to become the agency of record Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org for Volkswagen. By then, Hardy had assumed Martin’s duties as head of marketing, and one of her first challenges was starting over and finding a new advertising agency, which would not be easy given the unique relationship that MINI enjoyed with SRR. Advertising Agencies With each passing year of technological advancements, it was apparent to MINI and others that the foundations of any advertising firm—creativity and the ability to deliver creative content in a variety of media—were becoming less and less the exclusive domain of bigger advertising firms with extensive production staffs. Consequently, it was possible for a one- or two-person shop to perform the same creative services as a large, multinational advertising conglomerate with billions in revenues such as Omnicom, WPP, Interpublic Group (IPG), and Publicis. Advertising firms in 2005 could be categorized into either of these two groups, but a third group also existed. The â€Å"independents,† as they were called, were privately owned firms with anywhere from about 10 to 300 employees. As was the case with SRR, oftentimes these firms were started by young, entrepreneurial advertising professionals looking for creative freedom or autonomy following stints at one or more o f the publicly held multinational firms. Seen by some to be a competitive response to the growth of the independents, consolidation was a significant theme in the advertising industry during much of the 1990s and early twenty-first century. Over this period, the major holding companies appeared intent on expanding market share in order to gain economies of scale, diversifying their revenue streams, and serving clients as a one-stop shop while growing into large, multinational players. In 1993, for example, the top three agency holding companies captured a 36% share of the market. By 2003, this figure had increased to 50%.11 The increase in market share was largely achieved through acquisitions of independents and smaller holding companies, with the bulk of these acquisitions occurring from 1996–2001. One holding company, IPG, acquired 240 companies during that period. Another significant industry theme was the shift in agency compensation over the past decade from commissions to fee-based compensation. Traditionally, advertising organizations had been paid at a set percentage of an advertising budget for the creative work on an account; this percentage was  typically in the 12%–15% range but could be as high as 20%. A major criticism of this compensation system was that it did not align the agency’s pay with the success of a particular campaign or with the amount of work required to create the campaign. The fee-based system (or FTE model) charged production fees and employee hours along with a standard profit margin (e.g., 20%) for the advertising firm. In 2005, it was estimated that 80% of all advertising clients had moved away from commission-based compensation structures to enter fixed fees or a combination of fee and incentive compensation.

Low birth weight and preterm babies Essay

Low birth weight and preterm babies in United States is increasing. Low birth weight babies are babies who are born with the birth weight of less than 5 lbs. either due to preterm delivery or due to restriction of growth inside the uterus. These low birth weight babies are at increased risk for early death and long-term health and developmental issues than infants born later in pregnancy or at higher birth weights. Not all preterm infants are low birth weight, and vice versa. Racial/Ethnic and Socioeconomic Disparities: Disparities in racial and culture exist with preterm and low birth weight infants. According to child health USA 2010 report, low birth weight infants who were born to non-Hispanic black women were more than the infants born to other racial and ethnic group. The infants born to non- Hispanic black women was 3.0 percent whereas the infants born to non- Hispanic white women was only 1.2 percent. The American Indian was 1.3 percent and the all other races were 1.5 percent with low birth weight infants. Causes for preterm and low birth weight babies: Previous delivery of low birth weight babies or preterm deliveries. Teen of age less than 20 years or advanced maternal age of greater than 35 years. Any maternal health problems such as hypertension, Sexually Transmitted Diseases (STD’s). Use of substance abuse during pregnancy such as alcohol, cigarette smoking and cocaine use. Low socio-economic status with no medical insurance, Lack of nutrition at the time of pregnancy. Physical and mental stress during pregnancy. Violence, abuse or exposures to secondhand smoke are some of the causes for preterm and low birth weight infants (Morrin, 2008, p.8). Impact on family and society: Preterm and low birth weight infants possess greater risk not only for the infants, but also for the families and the society as well. The impact of very low-birth-weight infants on the family is long lasting. Preterm  infants born at less than 34 weeks are at high risk for poor outcomes, including chronic health conditions, long-term disability, and death. The loss of a baby can be a devastating experience for a family. Many preterm and low birth weight infants that survive the perinatal period are vulnerable to a host of childhood morbidities such as cerebral palsy, chronic lung disease, and attention deficit/hyperactivity disorder. Adolescents born prior to 35 weeks of completed gestation have been shown to have a higher degree of abnormal brain development and cognitive and behavioral problems than adolescents born full-term. These poorer birth outcomes have also been associated with serious health conditions in adulthood, such as cardiovascular disease, Type II diabetes, and hypertension. The financial costs associated with treating preterm labor and delivery is quite high. The parents of low birth weight infants have higher scores for financial burden, familial/social impact, personal strain, and mastery. And they experience more impact when children had a functional handicap or low adaptive developmental quotient (â€Å"APHA: Policy Statement Database†, August 11, 2006). In the society they cause more medical costs due to the length of stay in neonatal intensive care unit. Usually women with poor socio economic conditions, homeless are greatest risk for low birth weight infants and they have no medical insurances. This possesses greater impact on the society because their costs have to be picked up by Medicaid or the hospital system. Regarding community resources, I feel there are enough resources available in the community for preterm infants and their families, The Centers for Disease Control and Prevention is currently promoting preconception and post conception care as critical to improve the health of the nation. Supplemental Nutrition Assistance Program (SNAP) to improve outcomes for the mother and her family. New Jersey has lots of support services for pregnant women and women with low birth weight infants, they are, Nutrition programs, food banks, and food stamps Financial assistance for medical care, utilities, and unemployment benefits Organizations for children with special developmental or medical needs Head Start and other educational programs Medical care and insurance resources Counseling services and more (Preemie care, n.d). References: APHA: Policy Statement Database. (August 11, 2006). Retrieved April 15, 2014, from http://www.apha.org/advocacy/policy/policysearch/default.htm?id=1326 Morrin, J. (2008, September). Addressing Racial and Ethnic Disparities in Low Birth weight for Connecticut. Retrieved April 15, 2014, from http://www.ct.gov/dph/lib/dph/family_health/health_disparities_in_lbw_final_report_10_1_08.pdf Preemie Care -RSV (Respiratory syncytial virus) Awareness & Prevention. (n.d.). Retrieved from http://www.preemiecare.org/supportgroups.htm#NJ Very Low Birth Weight – Child Health USA 2010. (n.d.). Retrieved April 15, 2014, from http://www.mchb.hrsa.gov/chusa10/hstat/hsi/pages/203vlbw.html.

Aquaculture And Fisheries Industry In Malaysia

Aquaculture And Fisheries Industry In Malaysia INTRODUCTION Aquaculture industry in Malaysia nowadays has become one of engine of growth that contributes to the improvement in the economy of our country. Fisheries industry is one of the main sectors of food supply in Malaysia. At 2008, aquaculture has achieved about 20.8% contribution in fisheries industry   [ 1 ]   . Among various types of aquaculture activities, brackish water aquaculture is the predominant practise in the industry. Aquaculture is becoming one of ways to enhance food security and increase export revenues of Malaysia. Thus, commercialisation of aquaculture industry is the great concern give by government and private sectors to promote a better life and standard of living of people despite of increasing the economy development. I want to investigate how far the commercialisation of shrimp does contribute in the aspect of economy development and Human Developing Index. I have the idea to do this research initially because I’ve seen that farmed shrimp h ave been demanded by people for many reasons. This research was done to investigate the effect of commercialisation of shrimp farming in aquaculture industry towards the area in Merbok, Kedah. Most of the shrimp farmers choose various type of shrimp in their farm according to demand by people. I chose to do this research in Merbok initially because it is one of important aquaculture area of in Kuala Muda, Kedah. Moreover, Kedah is poised to become a major shrimp aquaculture zone   [ 2 ]   . The research is significant to investigate the effect of commercialisation towards the surrounding area including farmers, households and private sectors in Merbok. The Malaysian government assists the shrimp culture industry through the Department of Fisheries, which provides advice and technical assistance. In addition, aquaculture industry is become to produce high value species for domestic market as well as for the export market. About 80 percent of the Malaysian shrimp culture productio n is exported, mostly to Singapore, Japan, the United States, and Europe. Export market contributes mainly towards increasing revenues in economy of Malaysia. But, in this research, there is no numerical data about export of shrimp because most of farmers in Merbok do not export their products directly. Besides, this research is significant to make the community realise the steps taken by government to improve income and standard of living of poor people in Malaysia in order to reduce poverty. Most of Malaysian does not aware of it. Commercialization is the main purpose did by government to attract more people involve in this profitable sector. Furthermore, I also include the challenges faced by farmers in shrimp farming. 1.2 RESEARCH OBJECTIVES This study is attempted to make a further study of the effects of commercialism of tiger shrimp farming towards economy of Merbok. The objectives of study are: To investigate on how and how far has the aquaculture industry brought to improve ment in the economy development of Merbok, Kedah. To study the demand and supply of tiger shrimp before and after commercialization. To investigate the government intervention to improve this industry as one of important industry in Merbok, Kedah. To investigate the role aquaculture industry in increasing the standard of living of farmers, graduates and etc.

What did Theodore Roosevelt mean when he said the US should be the Essay

What did Theodore Roosevelt mean when he said the US should be the 'policemen' of the Caribbean - Essay Example He told Germany that the United States would act as the ‘debt collectors’ on their behalf. This meant that the US would collect all the money owed to Germany by the Caribbean islands and give it to them. When Roosevelt said that the US should be the policemen of the Caribbean, he was of the opinion that the United States should do everything in its power to assist the Caribbean in all ways possible. This was inspired by the fact that the Caribbean islands were very close neighbors of the United States (DiNunzio 143). Roosevelt, therefore, felt that it would be easy for the United States to gain full control of the Caribbean. It is clear that Roosevelt wanted to end the political unrest experienced in the Caribbean so as to gain control over its economy. He, therefore, felt that it was necessary for the US to be policemen of the Caribbean so as to eliminate the interference caused by the Europeans in the Caribbean. He felt that the Europeans interfered with the affairs of the Caribbean under the guise of collecting their debts but with the intention of ensuring their presence is felt in the area so that they would eventually take over the region (DiNunzio

Theories of motivation in competitive sport Essay

Theories of motivation in competitive sport - Essay Example One of the main aims and focus of all people involved in competitive sports is the ability to motivate the athletes. This has been a major focused issue as in a competitive game, the only things that separates the competitors is the motivation that they have. There are a number of different techniques and skills used by both the athletes and the coaches to motivate the individuals and to perform better in the competitions. There have been a number of motivational techniques used by coaches to ensure that the individual performance is optimum and there have also been a number of researches that have been conducted in the field of sports psychology which has been mainly to discover the motivation techniques and secrets for better performance of the athletes. All the theories that have been developed over the years have been focused on several aspects of the individuals like the initiation, influence and also the modification of behavior. Several theories in the earlier times like those by Freud 1923 / 1962, Skinner 1953 / 1971, and also Hull 1943, highlighted a few factors and dealt with the deterministic aspects of the factors alone. For instance, Freud dealt with the instinctual drives, while Hull dealt with physiological drives and Skinner the environmental drives. These theories have proved to be very successful over the years; however there have been a number of criticism and concerns that have also been put forth in the past. The theories deal with the individuals in a method which states them to be passive beings and are those affected highly by the physiology and environment which leads their performance. However with time and with time and over the several researches that have been conducted, there have also been a number of different views and suggestions that have been developed by White, 1959. White proposed that people are more driven by the competent and effectiveness of their skills.

Theories of knowledge and different purposes of the curriculum Essay

Theories of knowledge and different purposes of the curriculum - Essay Example Epistemology, the theory of knowledge, has traditionally competed for the primary role in philosophical inquiry. Sometimes epistemology has won, and sometimes metapysics, depending on the methodological and substantiative presuppositions of the philosopher. The epistemologist asks what we know. Some philosophers have begun with an account of the nature of reality and then appended a theory of knowledge to account for how we know that reality. Plato, for example, reached the metaphysical conclusion that abstract entities, or forms, such as triangularity or justice, are real and all else is mere appearance. He also held that the, real is knowable, and he inquired into how we might know this reality. Aristotle, on the contrary, held that individual substances, such as individual statues or animals, are real, and inquired as to how we might have knowledge, especially general knowledge, concerning these substances. It is hardly surprising that Plato and Aristotle produced vastly different theories of knowledge when they conceived of the objects of knowledge in such different ways. Their common approach, starting with metaphysics, we might refer to as metaphysical epistemology. Other philosophers, most notably Ren Descartes, turned tables on the metaphysical approach by insisting that we must first decide what we can know about what is real and must remain skeptical about what is real until we have discovered what we can know. It is refer as skeptical epistemology. However, there is also a problem with this approach. When one once enters the den of skepticism, an exit may be difficult to find. Seeking to discover what he knew by following the method of doubting all that he could, Descartes imagined a powerful demon bent on deceiving us and thus found demonic doubt. It remains controversial whether such doubt admits of relief by reason. It seems natural to begin with skepticism with the hope of discovering what we know and what we do not, but if we first pretend to total ignorance, we shall find no way to remove it. Moreover, we shall lack even the meager compensation of knowing that we ere ignorant, for that too is knowledge. To indicate the information sense of the word 'know' as being the one in question is quite different from analyzing the kind of knowledge we have picked out. What is an analysis of knowledge An analysis is always relative to some objective. It does not make any sense simply to demand the analysis of goodness, knowledge, beauty, or truth, without some indication of what purpose such an analysis is supposed to achieve. To demand the analysis of knowledge without specifying further what you hope to accomplish with it is like demanding blueprints without saying what you hope to build. Many philosophers have been interested in the task of analyzing the meaning of the word 'know' (A. J. Ayer 1955, 76). Indeed, many would argue that there is no need for philosophical analysis once we have a satisfactory analysis of the meaning of the term 'know'. This restrictive conception of philosophical analysis is sustained by a dilemma: either a theory of knowledge is a theory about the meaning of the word 'know' and semantically related epistemic terms, or it is a theory about how people come to know what they do. The latter is not part of philosophy

Precedent vs. Contemporaneous Autonomy in Regard to Advance Directives Essay

Precedent vs. Contemporaneous Autonomy in Regard to Advance Directives - Essay Example Ronald Dworkin argues that if we can declare this patient incompetent, he does not have the capacity that autonomy represents. This means that respect should be upheld to the patients’ prior wishes made when competent. This is because a competent person’s decisions are autonomous ones. This view is referred to as the integrity view, which states that the value of autonomy derives from the capacity it protects: the capacity to express one’s own character traits, values, commitments, convictions and critical as well as experiential interest in a life one leads. However, it is arguable that, in most cases the present desires expressed by a patient need to be respected. Dworkin constructs a hypothetical case, where there exists a woman named Margo, who has dementia, but still seems to find pleasure in seemingly meaningless activities, such as reading, eating snacks among others. He even explains that Margo may be one of the happiest people he â€Å"knows.† How ever, years back, Margo had signed an advance directive expressing her desire to be left to die if she were to need life-saving medical treatment once afflicted with dementia. ... Dworkin believes we must respect Margo’s advance directive, as Margo living with dementia is her living against her critical interests that she held while competent. Experiential interests, in my opinion, hold a great deal of value, enough that experiential interests alone make one valuable and thus their life worth continuing. As Dworkin points out, pleasures that experiential interests provide are essential for a good life. A good life has value in it of itself, and while â€Å"genuine meaning and coherence† may enhance this value, no requirement for value to be obtained (Marshall, 123). I deduce that the reason we have critical interests are so we can enhance individual experiential ones. For instance, Dworkin claims establishing close friendships are an example of a critical interest. The reason we wish to establish such relationships is so when â€Å"watching football, or seeing Casablanca for the twelfth time or walking in the woods in October† (Marshall, 5 1) we are that much happier and life is more enjoyable. However, if one performs these experiential interests without having formed close relationships, they do not suddenly lack value; they are just perhaps slightly less enjoyable. However, if one were still to argue on critical interests that hold true value, we can see in many instances where experiential interests remain valuable on their own. The existence of a person who is solely able to attain experiential interests may allow someone else to enhance his or her critical interests. For example, in the case of Margo, there existed a medical student, Firlik, who took a specific interest in her case (Marshall, 144). By being able to visit Margo daily, Firlik was able to answer his questions and

Barriers to participation in adult learning Essay

Barriers to participation in adult learning - Essay Example In acting on this need, the adult learner will find that there are obstacles to going back to school, some of which will be anticipated, but others which will create a surprising result. While real life obstacles of a financial variety, including childcare issues and spousal resistance may come into conflict with ambitions, the unexpected feeling of being aged out and inappropriate to the social setting may have more impact than expected. The following study is intended to critically evaluate the literature in order to assess the problems that adult learners will face when going back to school. Through secondary research review, the project will provide contest for the nature of the phenomenon of the adult learner, thus creating a discourse on the identity issues that will result from the choice to go back to school after an absence in between which life has taken place. 1.1 Background The barriers that exist to adult learning can be defined by a great number of categories, through a spects of social classifications, medical classifications, and through aspects of cognitive development as it affects age. Issues of class, race, gender and disability can contribute to problems that might arise as those issues in combination with generational gaps can create issues that many students will not have to address. The number of ways in which an adult learner will be affected in a classroom setting can equal the number of ways in which the adult learner diverts from the socialization of the common, age specific learner in a university setting. According to Podsen (2002: 18) there are four specific areas that will affect an adult learner: Adults are self-directing and desire to be in charge of their learning, including the content time and effort. Adults’ prior life experiences play a key role in their learning activities, and they rely on these experiences as a resource from which they can learn new things. Adults have distinctive learning styles, with their routi nes and strategies for processing information already established. Adults pass through various developmental stages, and this impacts the types and methods of learning in which they will engage. However, these advantages have their disadvantaged counterparts, creating barriers that are designed through the social status of an adult over a young adult who is still within the framework of the support of a family. As an adult learner, the support system that is in place for most young adults will more than likely not be relevant to the adutl learner with more years of life experience. While learning will be easier under many course objectives, financial pressures, home life stressors, lack of parental support, and child care necessities will complicate the process. With a developed life experience ‘portfolio’ lying underneath the experiences of an adult, the pressures that can distract for the efforts towards achievement provide a different framed experience in a learning institution than that of a young adult learner. Additionally, the social structure of a learning institution is constructed to support the socialization of young adults, thus leaving older students out of an important aspect of university life. Therefore, the pressures on an adult learner are far different than those of a young adult learner, creating a diverted atmosphere than the one that has been created by the university. 1.2 Research Questions The following research questions have been used to frame the discussion of adult learners in a

Write a restaurant proposal Research Example | Topics and Well Written Essays - 1000 words

Write a restaurant - Research Proposal Example Therefore, the Thai restaurant seeks to apply a marketing strategy that is directly opposite to the other restaurants in the neighborhood, where only 30 clients will be served at a time. The Thai restaurant will precisely be located in a busy street location, on 95st and Lexington Ave on Upper East Side, New York City. The choice of the location is based on the fact that; it is a booming and rapidly expanding business area, with exquisite infrastructure and facilities that will complement the services offered by the restaurant. The restaurant will be offering the clients healthy and delicious Thai foods in a modern, casual, and relaxing atmosphere, but with a special touch of Asian cuisines to cater for the diversity of the restaurant products. Thai food and cuisines are recognized worldwide, and it is difficult to lack one or more restaurants serving Thai Foods and Cuisines in most of the renowned Western Countries cities, due to the popularity of the food, which is based on the harmony associated with it (Wiens, 2010). Thai foods have a combination of South East Asia cuisines and some from the western cultures, which are then blended to ensure that such cuisines form a characteristic food combination and diversity of its own (Olmsted, 2013). The idea of establish a Thai restaurant was motivated by other investors who have similar businesses interests, and with a relatively long period of experience in the business. In addition, the proposed restaurant has secured the services of a well experienced chief chef, who has over 10 years of experience in creating and preparing different blended Thai cuisines. From the many years of experience in this field, the investors are confident that the combination of a good location and the offer of authentic Thai cuisines will be a success factor for the business. Further, the business

Person with Tattoo Assignment Example | Topics and Well Written Essays - 500 words

Person with Tattoo - Assignment Example The design that shown to me was a dragon. The face of the dragon was on Michael’s chest and the body was uniquely drawn in the shoulder blades. Likewise, the tail enveloped his entire upper left arm. It was only in black ink and it has no other color. According to Michael, he thought of the placement as the left portion of his chest and to be expanded to his shoulder blade and upper left arm because, it was initially perceived that the heart is likewise situated almost adjacent to the left portion of the chest. Therefore, this placement is an indication that the image represents whatever he believes or hopes to achieve in life, comes from his heart; and to be exhibited through the mighty power of the dragon. Michael indicated that the choice for having a tattoo was not at the spur of the moment. The circumstances surrounding the process evolved through time. He actually thought of having a tattoo since he was very young, say, about 12 to 13 years old. By then, he was already figuring out the design, when he would eventually decide to have one, sometime in the future. When he became friends with a group of teen-agers with motorcycles, they eventually decided to have a tattoo as a symbol of their friendship. Thus, when he was 18 years old, he had the dragon tattoo drawn in the location indicated above. The experience of Michael was far from the experiences of receiving Samoan tatua done by a tufunga. It was learned that â€Å"a tatatau of Samoan origin was considered more esteemed than one completed by a Tongan tufunga. This was largely due to the origins of chiefly lineages in Tonga connecting to Manua and Upolu; and because of a divine birthright bestowed on certain Samoan tattoo families like Sua† (Manulua par. 16). Thus, the design, placement and the person doing the tattoo has different meanings, as well as levels of expertise in the Tongan tradition.  

Globalization and Local cultures Essay Example for Free

Globalization and Local cultures Essay The present scenario represents a highly dynamic environment, where transnational advertising, globalization and local culture are found to be closely linked with each other. This essay discusses and critically evaluates some of the major issues that are involved in the relationship between transnational advertising, globalization and local culture. Issues Some of the significant issues that are linked with transnational advertising, globalization and local cultures are as follow: ? Communication: As a result of globalization, the need for transnational advertising in an effective manner has increased. Globalization has led to the proliferation of huge number of products and it is through advertising only that the consumer can be made aware of the uniqueness present in the product. Transnational advertising requires creativity along with the quality of being magnificent depending on the firm. Critical evaluation: The critical evaluation of the issue of communication depicts that advertising should be based on the proper research and well planned groundwork. Advertising should communicate a specific message to target audience in a persuasive and believable manner and also it should not hamper the cultural values of targeted audience and others (Fowles 1996). Globalization has prompted the evolution of advertising agencies, which conduct market research for the clients. Market research deals with the commercial adaptation of standard social science methods in a qualitative and quantitative manner, which should be interpreted in a realistic form. Production of advertisement should not be restricted to just as a business relation between the agency and client; rather its content and practices must be subjected to some self regulatory codes. For instance, cigarette advertising on TV and radio, magazines and newspaper is banned due to federal acts. On the other hand, lack of representation of people in the advertising of cigarette is the result of self- regulatory code (Sinclair 1991). ? Creating consumer: Advertisers usually focus on some repetitive themes such as contentment, youth, achievement, status, lavishness, fashion and attractiveness. As a result of this, Social Opposition and differences among the class get concealed and workplace conflicts are not revealed. Global campaigns propose that remedies for the human problems can be found in the individual consumption, which depicts a perfect channel for mass energies. Critical evaluation: Critical evaluation of the above paragraph states that Consumer democracy serves as a substitute for establishing political democracy. The transformation in the U. S. Pepsi ad campaign, for use in Brazil, which was ‘Join the Pepsi Revolution’ describes that numerous people are left with no other alternative for expressing their requirement for social modification. The only viable option includes changing the brands and enhancing their consumption. Globalization has caused an increase in the transnational advertising and it is one of significant reasons for the enlargement of transnational culture and collapse of traditional cultures. In French or English, the foreign lifestyles of a blond jetsetter are related with the Western products and resemble a sign of modernity. Not only this, they also believe that the elements, which are modern, are superior. On the other hand, traditional elements are absolutely unpleasant. Thus, it will not be wrong to say that transnational advertising and globalization strive towards the removal of local cultural variations. The strategy of global marketing is highly effective as it rarely requires conscious subversion. The message, which states that ‘we will sell you a culture’, has greatly accounted in the global advertising campaign that acts as a particular advertising message utilized in all the countries. The reason behind an increase in preference of worldwide advertising is that it is extremely economical and more effective despite of the fact that it may wildly clash with the local environment (Stravens 1996). Virtue of respect: This is another major issue which represents relationship between transnational advertising, globalization and local cultures. The process of globalization involves principles and motivation of people. Therefore, it is necessary to make modifications in the global strategy and specific marketing concepts must be directed towards the identified groups. Critical evaluation: Critical evaluation of the above stated paragraph reveals that the virtue of respect can be protected from the infusion of foreign culture, if the government takes effective measures to make this fact clear that although they might have an global outlook, yet traditional values will also be given due consideration. The government of Singapore has done it effectively. Here, government formulated a list depicting good and bad aspects of the Asian and western values. This list assisted in the adoption of good systems from both the Asian and western values. In Singapore, it is very essential to understand the family for understanding the consumer behavior. This is so because family has a huge influence on making the decision related to the product’s purchasing and consumption (Stravens 1996). Economic management: In order to maintain a smooth relation between transnational advertising, globalization and local cultures, it is necessary to focus on the aspect of economic management. Values can play both the positive and negative role depending on the developmental stage of a country and extent of preference given to the Asian values. Not only this, international context is also very important. Critical evaluation: From the above paragraph, it is clear that in a world where goods and services move freely across the national boundaries, Asian values can become a part of liability if they do not understand the significance of transparency and accountability. For instance, Singapore is among the developing country that maintain a right blend between the Asian and western values. On the other hand, in South Korea, grouping of traditional and military cultures has led towards extreme dependence on enterprise system. As a result to this, issues like lack of transparency and failure in rationalizing the business structure have aroused (Sung-Joo 1999). Increase in the Decision makers: Globalization and transnational advertisement has brought about a revolution in the decision making capability. Not only this, it has also increased the number of decision makers in a family (Restall 1997). Critical evaluation: Globalization has led to formulation of developed means of technologies for advertising in an effective manner. In a survey, it was found that children in Australia have greater access over the television and computer. This reflects that marketers should give due response to the kids as they also play a significant role in decision making, especially in toys, games, fruit drinks and home PCs (Winton 1998). Not only this, globalization has reappeared as a rational projection of the digitalized revolution. Globalist theories are promoting the idea that people across the world can share widespread common culture (Watson 1997). The only aspect which an advisor should keep in mind that it should not hamper the local culture and must depict any vulgarity and sex. Dignity should be maintained while portraying a male or female in an advertisement. For instance, lee jeans (1987) depict two males and one female draped across bicycle. It is necessary to justify the extent of openness in such advertisements (Wernick 1994). Conclusion From the above detailed discussion, I would conclude with the note that a close relationship exists between the transnational advertising, globalization and local cultures. In order to make the process of globalization successful, it is necessary for the leaders of the globalization to practice the virtues of esteem for religious and cultural values and also surrender their economic self-centeredness for the betterment of the people enduring poverty. This serves as a challenge in front of the world leaders to pay attention to the dimensions linked with the religious and cultural aspects. Globalization portrays a culture of global mass, which is influenced by the contemporary means of cultural production such as Internet, movies, TV, advertising etc. Developing countries are required to understand the significance of globalization. A right blending of Asian and western values is required to gain the benefit of globalization. On the other hand, globalization and transnational advertising should not hamper the local culture, which can be done by effective formulation of rules and regulations by the government. References A. Wernick â€Å"(Re-) Imaging Gender: The Case of Men†, from Promotuional Culture. London: Sage, 1994, pp. 48-66. ISBN 0803983913 B. Restall, â€Å"ABreakthrough in the study of women†, from Production of Culture/ Culture of Production, (ed) P. Du Gay, London: Sage, 1997, pp. 225-232. ISBN 0761954368 Felix Stravens, â€Å"Advertising in Singapore†, in Advertising in Asia, (ed) K. Frith, Ames: Iowa State University Press, 1996, pp. 273-291. ISBN Hang Sung-Joo, â€Å" Asian Values: An Asset or a Liability? †, in Changing Values in Asia, (ed) Han Sung-Joo, Singapore:Institute of Southeast Asia Studies, 1999, pp. 3-9. ISBN 9812300635 John Sinclair, â€Å"Advertising† in the media in Australia, 2nd edition, (ed) S. Cunningham and G. Turner. St Leonards. NSW: Allen and Unwin, 1991, pp. 267-276 ISBN 1863733434 Jib Fowles, â€Å"Deciphering Adverstisements†, from Advertising and PopularCulture, London: Sage, 1996, pp. 167-183. ISBN 0803954824 J. Watson, â€Å"Transnationalism. Localization, and Fast Foods in East Asia†, fromGolden Arches East: McDonald’s in East Asia, (ed) J. Watson, Stanford: Stanford University Press, 1997, pp. 1-38. ISBN 0804732078 K. Winton, â€Å"Pizza and tech talk but hold the veggies†, Communications update, No. 147, September 1998, pp. 10-11. Noreene Janus 2007, â€Å"Cloning the Consumer Culture†, viewed 30 April

Berlesques vs Coyote Ugly Essay Example for Free

Berlesques vs Coyote Ugly Essay Does it ever feel like it’s so very hard to get what you want? Coyote Ugly and Burlesques are two very similar movies. Both of these movies show how hard people have to work to get what they want. It is smart to always push yourself and prove to yourself that you can do what your dreams are made of. When we are little and had dreams of what we wanted to come true when we get older, and as we get older our dreams may have changed, but the dreams that may have changed are the dreams we fight the hardest to make come true. We need to never give up on trying to make our dreams come true. In the movie Coyote Ugly a girl named Violet was from a small town in New Jersey. Violet wanted to sing her own songs but was afraid to, but she moved to New York City to pursue her dreams, of being a song writer and having someone else sing her songs. Burlesque is about a girl named Ali who wanted to perform on stage, but couldn’t in the small town Iowa where she was from. Ali moved to the big city of Los Angeles to make her dreams come true. When both Ali and Violet were trying to pursue their dreams, Ali and Violet ran into problems getting the important people to recognize them. Getting big record companies or owners of places to listen to the girls was frustrating them, but they kept on trying and never gave up. Ali and Violet have to prove themselves that they are good enough, to show these people that they are talented and can do what they want to do. Ali and Violet were having trouble proving themselves there were things that made it more difficult and challenging for them as well. The girls Violet and Ali’s apartments were broken into with all their belongings scattered all over the place and all their money they had saved up and hidden in their apartment was stolen from them. Along the way of their journey, they befriended some people and they eventually found someone to help them get through some of their hard times and get them back on their feet. Finally they were then able to focus on trying to get auditions and find a job that they both wanted and needed to get. Fighting for auditions and looking for a job were more struggles that they had to deal with and also trying to get someone to actually listen to what they had to offer. After becoming penniless from trying to prove themselves and getting robbed, then looking for another place to stay they had to look for a job. Once they found another place that they could stay at they finally found a job they could eventually work at. After finding a job that they both needed and wanted, both of them got denied to do the job they intended on getting, the owners didn’t think they were good enough. Both girls eventually proved that they can do the job they were needed for they got that job that they tried to get, one got a job at the night club in Los Angeles and the other got one at the bar in New York City. When they first started the job they had a few of the other girls that they worked with them not like them and tried to make them fail. The owners didn’t think that they were capable of doing what the girls said they could do. The girls both got second chances to prove themselves and they both did. One proved herself and became a backup dancer and the other one proved herself and became a bartender. Once the girls had their bosses really accept them their co works didn’t like them and wanted them to fail. After a while they started to see that they were good people and very talented and those people that tried to make them fail were just jealous. Finally after fighting for auditions and looking for a job they got what they wanted and needed. Even though their main dream was to sing and perform they were one step closer to achieving that of theirs dreams. The girls both became singers and performed like they wanted to. In Burlesque the girl Ali had a coworker that tried to make Ali look bad, so she had to start singing so that no one would get up and leave, the place was going to get sold if they didn’t make the money. The owner was so impressed and made her the star of every show and so the girl Ali started singing songs and performed by dancing as well, at the night club. When she started to perform every night she was pulling in more people to the club and making the club the money that it needed to stay open, even though, she could make the amount that she needed she figured out a way to get the money so it wouldn’t close down. In Coyote Ugly the girl Violet started to sing songs to stop a fight between some of the costumers drinking at the bar and getting out of control. After that night everyone would come to see her and her boss had her sing every night, and she became the main event each night and was able sing songs that were not her own, but she felt comfortable enough to sing and perform at the bar. After all the struggling and the hard times they both of their dreams finally came true and after everything they both fell in love with someone that helped them through their hard times and struggles. In conclusion the girls Ali and violet tried their hardest to do what they needed to do to get what they dreamed of. After all the girls went through they proved that they can do whatever they wanted and needed to do for themselves to make their dreams come true. No matter what life throws at you, just keep pushing through the struggles and you will get what you want, never give up. We know everything that could happen to us when we try to pursue our dreams.

Mandatory Military Service: A good concept?

Mandatory Military Service: A good concept? Is mandatory military service a good thing for the country? Both World Wars, the Korean War and the Vietnam War have one thing in commonmost who served were drafted through a mandatory system. Recently, high ranking Democratic Congressman, Charles Rangel, proposed reinstating the draft. Is mandatory military service a good thing for the country? I will discuss the advantages and disadvantages of a military draft, as well as different types of compulsory military service. When people hear about a military draft the first thing that comes to mind is the Vietnam War. The Vietnam draft system was flawed to say the least. Class played a major role in the draft. It was quite easy for those with general knowledge of the Selective Service system to avoid being drafted. Many believe some of the wealthy used their connections to get into the safer branches of the military. President Bushs political opponents have accused him of using his fathers connections during the Vietnam War to get into the relatively safe Texas Air National Guard. College students could apply for student deferment, and at the time most college students were upper class. Student deferment would last until the student finished their studies and earned a degree. If a draft was instituted today college students would only be deferred until the end of their semester. During the Vietnam War, medical deferments were common. Physical problems were legitimate reasons to be exempt from active duty service, but the lower class was at a disadvantage because of fewer medical records. For example, former presidential candidate Howard Dean was exempt from serving in the military during the Vietnam War because of a back problem for which he had medical records of from a prominent New York doctor. Some of the poor didnt have the medical records to support their ailments, and were forced to serve. According to draft supporters, a draft would unite the country. Today, most young people arent actively engaged in their government. A draft would get everyone invested in our foreign policy. Congressman Rangel believes instituting the draft would lead to fewer wars. Its one thing supporting a pre-emptive strike on a country when others in the volunteer military will be performing the mission but would you support it if you were on the front lines of that pre-emptive strike? Another question that must be asked is Should those who dont want any part of the military be forced to serve their country in the event of a draft? Our militarys objective is to defend freedom in our own country and in the world. So, a draft, in some ways, sacrifices the very values we are supposed to be defending. The Supreme Court has ruled that conscientious objection can be from religious or non-religious beliefs but can not be because of a particular war. Many objectors have served in a weapons free branch of the military, or in some form of community service. According to the Selective Service System, they can evaluate and induct everyone drafted within 193 days of an emergency. With such rapid progress, is mandatory military service now necessary? The job of the Selective Service is to provide manpower to the armed forces. Therefore, the 193 days does not include the rigorous training that is standard with the U.S. military. With such great technology at its disposal, the U.S. military makes sure its members are knowledgeable about all its weapons systems. There are many issues that must be addressed to avoid mass problems if a draft were held today. Today, homosexuals are barred from serving in the military. What would stop any person who doesnt want to serve from claiming to be a homosexual? Also, would women be drafted? Today, only men have to register for the Selective Service. If the situation in the Middle East continues to worsen and spread, our government may have no other choice but to place more boots on the ground. The only way to solve troop shortages would be to re-instate the draft. We must hope that our government would only send us in harms way when this country is truly in danger. Bibliography http://www.sss.gov Selective Service System http://www.cnn.com/2006/US/11/20/selective.service/index.html CNN http://www.cnn.com/2006/POLITICS/11/19/rangel.draft.ap/index.html CNN http://www.washingtonpost.com/wp-srv/politics/campaigns/wh1000/stories/bush072899.htm Washington Post http://www.ksg.harvard.edu/news/news/2003/hardball_dean_120103.htm Harvard University

Defining Good Advice :: Definition Essays

Defining Good Advice The first thing I know about good advice is that it can come from anyone. I found this out by looking at the narrative stories that we had to write in the beginning of this assignment. For example, J.Lutts got his advice from a friend, while Chris Lefstad got his advice from his uncle, and Nate Hilson and Nate Hall both got their advice from their parents. Although, Robyn Isaacs says, â€Å"Usually it (advice) is given to me by someone I know and trust on a personal level.† I don’t totally agree with this. I think that good advice can come from people we don’t know. For instance, take the three text book examples of giving advice on using contractions. I don’t personally know any of the people that are giving me this advice. The part that I do agree with Robyn is that you do need to trust the person on a personal level. I trust that the authors of these text books know what they are talking about when they give me advice on using contractions. I wouldnâ₠¬â„¢t take advice from a five-year old on when to use contractions, and when not to use contractions. The next thing that good advice depends on is how it is said. Sometimes when I get good advice, it needs to be expressed in an urgent way. Someone can yell at me to get out of the way when I am walking right into traffic. It is good advice and it needed to be hollered at me, otherwise I wouldn’t have paid attention to it, and I wouldn’t know how important this advice is to me. But other times, good advice needs to be said on the same level as I am on. I wouldn’t want my dad to yell at me when he was giving me advice on switching schools. I wouldn’t listen to him. He has to talk to me on the same level. I wouldn’t ask someone for advice if I didn’t think that they would give it thought, and suggest to me in an appropriate way, what their opinion on the subject is. That leads to another characteristic of good advice. When I seek good advice, I am going to go to someone that knows something about what I am going to ask. Chris Lefstad asked his uncle for advice on choosing a specific career in computers because his uncle went through the same thing.

Shakespeares Macbeth - Macbeths Dark Quality :: Macbeth essays

Macbeth's Dark Quality      Ã‚   It is obvious to the reader of Shakespeare's tragedy Macbeth that there are varying types and degrees of darkness in the drama. We shall look at this in detail within this paper.    L.C. Knights in the essay "Macbeth" describes the moral darkness into which Macbeth lowers himself:    The main theme of the reversal of values is given out simply and clearly in the first scene - "Fair is foul, and foul is fair"; and with it are associated premonitions of the conflict, disorder and moral darkness into which Macbeth will plunge himself.   (95)    Charles Lamb in On the Tragedies of Shakespeare comments on the "images of night" and their impact on the audience:    The state of sublime emotion into which we are elevated by those images of night and horror which Macbeth is made to utter, that solemn prelude with which he entertains the time till the bell shall strike which is to call him to murder Duncan, - when we no longer read it in a book, when we have given up that vantage-ground of abstraction which reading possesses over seing, and come to see a man in his bodily shape before our eyes actually preparing to commit a muder, if the acting be true and impressive as I have witnessed it in Mr. K's performance of that part, the painful anxiety about the act, the natural longing to prevent it while it yet seems unperpetrated, the too close pressing semblance of reality,give a pain and an uneasiness [. . .]. (134)    Roger Warren states in Shakespeare Survey 30 , regarding Trervor Nunn's direction of Macbeth at Stratford-upon-Avon in 1974-75, how the witches represented the darkness of   black magic:    Much of the approach and detail was carried over, particularly the clash between religious purity and black magic. Purity was embodied by Duncan, very infirm (in 1974 he was blind), dressed in white and accompanied by church organ music, set against the black magic of the witches, who even chanted 'Double, double to the Dies Irae. (283)    In "Macbeth as the Imitation of an Action" Francis Fergusson states the place of darkness in the action of the play:    It is the phrase "to outrun the pauser, reason [2.3]," which seems to me to describe the action, or motive, of the play as a whole. Macbeth, of course, literally means that his love for Duncan was so strong and so swift that it got ahead of his reason, which would have counseled a pause.

The Red Room by H.G. Wells Essay -- Red Room Wells Essays

The Red Room by H.G. Wells The title 'The Red Room' immediately attracts the reader's attention; it is symbolic but leaves unanswered questions. ?What is the red room Is this room dangerous? Overall the title raises so much curiosity wanting us to read on and find answers to our questions. Red is a very strong colour and is generally associated with blood, danger, warning, hell, and above all, fear, the title also shows the setting of the story. It makes you wonder why the room is called the red room and if it is actually red. The Red Room contains all the elements of a ghost story; the story is written to illustrate the nature of fear and is an insight into how it affects the human mind. This story contains all the features of a 19th century novel; it is set in an old derelict house, it involves moving through dark passages, and it involves a ghost/haunted room. It also contains all the features of a good short story. It has an effective opening, a realistic setting, a limited number of believable characters and has a plot with a clear conflict, a plot that builds suspense, excitement, and the plot has a twist at the end. The story is structured to create and sustain suspense, from the very beginning right through to the climax of the story where the man is overcome by total darkness. The Red Room is based upon the myths concerning a haunted room within an old derelict castle. The story is told in first person, which makes it very personal and allows the reader to feel as if he/she were there. It is about a young man who volunteers to go and stay overnight in the ?Red Room?. The room is known to be haunted and there are many myths and legends about death that are brought up during the story.... ... when his fear has taken his sense of reasoning and he tries to leave the room and accidently knocks him out. When he finally wakes up the next morning he realises that there was nothing supernatural about the room but only peoples fear of the unknown. The story keeps the reader guessing right up to the end of the story. The answer is not particularly clear and does not provide the reader with a final, conclusive answer. This keeps the reader wondering about the story after he/she has read it. The story reveals that there is no ghost in the room, just one man?s battle with fear: ?There is no ghost at all; but worse, far worse?Fear!? This makes you question whether he would have injured himself if he had not been told about the ghost story at all by the old people. This still gives a sense of mystery about the room after the answer has been given.

Carter cleaning

Honesting testing at carter cleaning company. Questions and Answers. 1 -What would be the advantages and disadvantages to Jennifer's company of routinely administering honest tests to all its employees? Polygraph testing raises a large number of legal and moral issues; issues Carter Cleaning must avoid. using some of the available â€Å"paper and pencil† honesty tests may be a possibility. In general, these have been shown to be reasonably reliable and valid.They are still controversial. The costs associated with these tests may also make them prohibitive to a small operation like Jennifers carter cleaning. 2. SpecifIcally, what other screening techniques could the company use to screen out theft-prone employees? How exactly could these techniques be used? More thorough background checks are a recommend technique to eliminate thieves. Some firms chose to contract this out to a private security agency (Costmay be an Issue to Jennifer.However, the company can quickly check to se e If savlngsfrom educed theft would offset the cost of an outside agency. As part of the job preview,Carter must communicate that jobs in her company are worth keeping; dishonesty and theft will not be tolerated. Further company policies regarding theft should be clearly communicated to new and existing employees. 3. How should her company terminate employees caught stealing and what kind of procedure should be set up for handling reference calls about these employees when they go to other companies looking for Jobs?Terminating employees for theft should include the involvement of proper authorities and should only be done when there is absolute proof of the theft and who committed it. Such an action will also send a message to the other employees that you will not tolerate theft of company resources . While many employers are reluctant to prosecute employees for theft , developing evidence with police and through the courts can be beneficial in providing future employers of the ind ividual with truthful and factual Information.

Benefits of Exercise

Weve all heard it before, Exercise is secure for you be causa. Nowa long time you cant check out at the grocery store or do much of anything without being reminded that we mortal humanity need to motion. Still, we persist, procrastinate and eventually recoil that were overweight, sick, dying, etc. Listen. Some mold is crack than n single, more function is generally founder than less, and no drill can be disastrous. No one is asking for you to bear in a rigorous routine regimen, only when do something.If you need motivation, here is a list of scientifically proven health benefits that regular reckon brings. Longevity. People who ar personally active live longer. accord to a 20 year enforcestudy,regular exercise snubs the bump of dying prematurely. New brain cell development, change cognition and shop. Exercise stimulates the formation of in the altogether brain cells. Researchers foundthat the aras of the brain that argon stimulated through exercise are respo nsible for memory and learning.For instance, older adults who guide in regular physical use have better performances in tests implying decision-making process, memory and problem solving. Exercise is a knock-down(a) antidepressant. Studyafterstudyhas shown that exercise promotes mental health and reducessymptoms of depression. The antidepressant put up of regular physical exercise is alike(p) to the potent antidepressants like Zoloft. It whitethorn take at least 30 transactions of exercise a day for at least three to tailfin days a week to significantly altersymptoms of depression.Cardiovascular health. Lack of physical activity is one of the major risk factors forcardiovascular diseases. even exercising makes your heart, like any different muscle, stronger. A stronger heart can bosom more linage with less effort. cholesterol lowering effect. Exercise itself does not have kittens off cholesterol like it does with fat, however, exercise favorablyblood cholesterol leve ls by decreasing LDL (bad) cholesterol, triglycerides and total cholesterol and increasing HDL (good) cholesterol. Prevention and interpret of diabetes.There is strong evidence from exalted feeling studies (e. g. Finnish Diabetes Prevention Study) that moderate physical activity combined with weight impairment and balanced diet can confab a 50-60% reduction in risk of developing diabetes. Blood pressure sensation lowering. The demeanor in which exercise can cause a reduction in blood pressure is unclear, but all forms of exercise seem to be effective inreducing blood pressure. Aerobic exercise appears to have a slightly great effect on blood pressure in hypertensive individuals than in individuals without hypertension.Reducedrisk of stroke. Research dataindicates that moderate and high levels of physical activity may reduce the risk of total, ischemic, and hemorrhagic strokes. Weight control. invariable exercise helps to reach and state a healthy weight. If you take in more calories than needed in a day, exercise offsets a caloric overload and controls personify weight. It speeds the rate of energy use, resulting in change magnitude metabolism. When metabolism increases through exercise, you will maintain the faster rate for longer periods of a day.Muscle violence. Healthstudiesrepeatedly show that strength training increases muscle strength and chain reactor and decreases fat tissue. Bone strength. An active modus vivendi benefits swot density. Regular weight-bearing exercise promotes bone formation, delays bone loss and may protect againstosteoporosis form of bone loss associated with aging. mitigate night sleep. If you suffer from poor sleep, daily exercise can make the difference. The infixed dip in body temperature five to six hours after exercise may help to fall asleep.

Mae West and Amelia Earhart Roaring 20’s

The nose drops 20s Mae double-u Mae West stood as an idol to many distaff person and male persons during the 1910-1960s. West once said, Love isnt an emotion or an replete(predicate)its an art. This quote shines a perfect light on her profession and practically summarizes her beliefs. Mae West started start in New York as a vaudeville agent and eventually moved her talents to the big screen in Hollywood. The Roaring 20s couldnt pass on been a better time for West to utter herself as she was not bound or evaluate to be any specific female image.She wrote some(prenominal) plays, staring herself, containing mostly sexual themes. Most of her whole caboodle required quite a bit of criminalise in order to be acceptable to the public. West, victorious pride in her dancing and teasing, became wildly normal and respected as an individual woman. Amelia Earhart Amelia Earhart took a matted ride in 1920 that would determine her path and convert her life, forever. Ten minutes in a canvass and after landing Earhart knew she had to learn to fly. Taking jobs as they came, Amelia gained enough money to buy her way by dint of flight school.After just two years, Earhart set records for female pilots, flying at altitude of 14,000 feet. Modeling a short haircut and a leather bomber jacket, Earhart bought a bright yellow biplane naming it, the canary. In 1928, she was the showtime woman on a transatlantic flight. Amelias love for adventure and desire to stand out as an individual drove her to the first female solo flight across the Atlantic. Still determined, she be after to go all around the world in a higher place the equator. In 1937, because of difficulties on the plane, Amelia Earhart disappeared, lost forever to the social occasion she loved most, flying.

Community College vs Four-Year College Essay

legion(predicate) muckle smell that beingness in a fraternity college is cursory. Students poring over in a four-year college chew over that those bookmans who ar enrolled in a corporation college be funding the purport, content they do non construct any worries active any occasion and argon pickings the scant(p) substance kayoed to fulfil rough classification of detail or certification. However, near four-year college students assumptions be false. We bet umpteen varieties of issues that we contract to track with on a twenty-four hours-by-day basis. some(prenominal) to a great extently a(prenominal) examples atomic number 18 transportation, family, pull in and so on. both(prenominal) colleges mayhap receiving the homogeneous train of reading save for a union college student, it is to a greater extent than comely the education. I, for example, moil to indoctrinate either day from Dumont to Paramus which is to the highest degree 30 proceeding spear carrierneous non including the art during pate hours. mature now the scathe for a congius of splosh is slightly $3. 65 my car is a V6 locomotive and charges virtually 2 g allons of turgidness back off and forrader Bergen fellowship College. unalike four-year colleges, they give way onsite dorms that argon revolve ab go forth on their master(prenominal) construct for an easier introduction to their develop. sometimes they stick out desolate campus shuttles to confer them from wizard construct to another. nigh is family, students who atomic number 18 in a four-year colleges does not lease to make do with their family since they atomic number 18 off from seat. foreign us, students in confederacy colleges, we essential consume separate in dowry with our family. Whenever I check home from my morning classes, I idle the kitchen, take out the gimcrack and imbibe errands that motif to be done. consequently at that place is excessively the theory of having to for stick out the muck up for our cars or hatful fees for those who do not receive a car. How do we get in specie? By operative differentiate to students who are in a four-year college, all of their expenses are cover by their monetary tutelage and breeding fees that their parents paid. some of the plenty I cognise who are in a four-year college withal receives weekly compensation from their parents. As for us, the students in a fraternity college, most of us take to the woods in golf club to worry our cars with boast to chase school and comport comely coin for our ingest excess expenses. I prefer to provide my declare income earlier than contain my parents for money. They already lop hard to brook for my discipline fees, and the to the lowest degree I could do is catch up with for my extra expenses to a greater extent than(prenominal) as gas. Overall, in my own opinion, being a community-college student is not an low-cal thing as yet though we may heavy(a) effortless we restrained search much more mannikin of issues on a unremarkable basis.

Operations Management in Business Essay

In piece of theme this appellation the usher entrustd by the college has been utilise destiny in complemental the assigning in the counteract machinateat. arrestment for this fitting has been stack a stylus from discordant sources practic whollyy(prenominal)(prenominal) as jadenish pieces of writing from textbooks and vanquish n sensations. schooling on the association has been gathitherd from the organisations web localize, ledger members and establishment statistics. graphic symbols give be domiciliated at the give notice of the grant under the referencing section.LO1 abide endue wind the structure and aims of line of harvest-homes organisationsLO1.1 con with the richness of physical exercise equal vigilance operating theatre precaution send packing be ap touch on overer point as a spot pit of thrust it amodal measurerial activities employed by the pre stancency to interpret imagery arousals into result and portion y ields. So the choice scuttle furtherts ar the factors of merchandwritingise such(prenominal)(prenominal) as signifi piece of tailts, decompose, supplies, technologies, expectant, kaleman alternatives and information. The transformational surgical operating theatre is that lot of activities with which trading deeds swayments contracts forthput that is meacertain(p) to a client or leaf node in the tolerant medications immaterial environs. So the conception of jibeing spend upon to be is fault de circumstanceination to exertions concern. So when consummations add measure amaze in to the existent personify of the resource input signals, where a line tidy sum hand e very(prenominal) last(predicate) every last(predicate) oer advantage or non lolly org bottom entrust popular engrossto the society. So no g everywherening dis earn be expandous unless(prenominal) they succeed their summonss expeditiously. An dodge has to halt sex its trading trading trading trading trading trading trading trading subprograms in an potent mien so that guests bequeath bring in a adapted hit. find bug push through to a great expiration trading trading trading trading surgical processs counsel probe wherefore an routine gutter rate is grievous to Kingslice1.To constitute content purposesThat is as act charabanc, has to bow out for up ones mind how much powerfulness bequeath be re signal and request to identicalness how conciliative dexterity should be.2.To push facilities decisionsSo operation public treasury has to shape where should facilities be quite a little and as strong as how m any(prenominal)(prenominal)(prenominal) facilities go away be c only(prenominal) for and what coat they should be.3.To marque subject field f clinical depression and engine room decisions exertion till should locate what civilisef humble layout would be beat out for Kingsli ce and also what engineering should be employ.4.To quarter materials and take roue decisionsHow a swell deal clock epochs should size up be reproducible and how full-gr decl atomic act 18 should gilly carryer bountifulcasts be.5.Have to claim timbre decisionsAs a saccharide producing c in unscatheder-out how Kingslice foot compass exceed feature fruits and what train it should be. So as the operation gutter in Kingslice it is authentically master(prenominal)(prenominal) to deoxidise on intersection chie phoebe birdness and acquire exponent. So as the operation director I train to appear at lumber, susceptibility and utileness issues in the connection. whole tone cadenceAs it is expect to puddle conf practiced kinds of kails to hurt clients adopt fully it is in truth incumbent to insist predilectionl feeling in harvest-tides. Eg wholerepast scrawl, blanched wampum, Gluten-free borecole. To tick be mold away out se lect, the by functions ingredients inbred be bought at a intelligent pass judgment to be free-enterprise(a) among the rivals. So the sparing bon ton gist beat bequeath be an rough-and-ready beak in this plate. aptitude ill-treatShould muffle wastage and demoralise hold of to mess clear up the oercompensate sum of incisions accord to gross r raseue. It is real beta that all the equipments indigence to be up to gunpoint match to unexampled engine room oven broilrs should be head clever. accomplishmentivity exemplificationThis result athletic supporter Kingslice to capture much hit and im rive commit much than(prenominal) investors in to the validation. So having just rounds and fit equipment leave alone embolden to twitch up the military posture in Kingslice. LO1.2 rationalise the engage to claim safely on snip to moderate to grapheme and at bottom the jurisprudence operative dexterity is the index of an bras s to utter ingatherings or precede to its clients in the close represent-effective sort contingent piece lock away ensuring the uplifted theatrical role of its mathematical result, returns and support. To reform operative competency its master(prenominal) to break the dot concomitant of the comp all, which occurs when the account powerfulnessfulness combining of the state, wee-wee together and engineering cognizance lie with in concert to call d witness the reapingivity and grade of both vexation operations, spell trim muckle the damage of routine. It is grievous for, Kingslice as bread producing federation to, -Decrease avail suit adapted price and optimise strength-Manage and develop harvesting pure tone and realize restrictive accord -Generate a real snip claim operate gross gross sales and hold adequate think edge asylumKingslice should fasten that natural rubber of all provisos. Staffs pick up to reserve o ut a surfacenessfulness and prophylactic fosterages which give be theatrical role equal to(p) be much wide-awake at start and respond effectively to base hit issues. Equipments should be usefulness over close of beat to block any danger. hailMinimising wastage depart sustain Kingslice a lot. So the assuage currency rescue could be utilize in oppo put(a) departments which lack facilities. Avoiding un prerequi grade bell jazz cooperate the attach to to stay agonistic. eonProducing the bread on era exit attention Kingslice honouring its contacts to the sellers. By this act, an oppo billet(prenominal) retailers send away flip over to Kingslice. paceclient and retailers feedback contendiness to be interpreted in to shape naughtily so that we arouse account which beas gather up to alter the approximately. Having steadfast equalizeings with facultys is more or less early(a) form of feedback where sen cartridge holdernts nookie be discussed as well as issues in how to variety select. principleTo wield our competiveness and story in the mart Kingslice contain to aim on to the law. health and preventative insurance should be prise by giving the lags the acceptful equipments to school. in that mess argon laws that shelter the surroundings at Kingslice we should exertion to reuse snitch.LO1.3 rationalise the affair among operations wariness and strategicalalal intend operations forethought deals with objectives, commission with yields, swear outes, gestate and put up scopes. It is shargoned that the accomplishment, phylogeny and resources drill that union necessitate to permit the safes and operate to fulfil their clients makes. So basically it is the acquisition of resources and carry byes them into come to an end full(a)s gibe to the guests wants and the championship goal. strategical supply is a rule for a fraternity cooking the interpret base on the exteriorizeions what get out be mandatory in the time to come. So it is a itinerary affair to compute the blood from where it is out chasten where it impart equivalent to be strategical intend gives a acquire diorama onHow resources should be portiond.The issues subscribe to to be addressing.The strengths and weaknesses.. strategical rigorous act upon touch among strategic prep and mathematical work oversightIn Kingslice, as the useable till should be equal to(p) operate succeeding(a) operations strategies, competency to pretend bread at moo be efficacy crap in uniformity with condition and without flaw cap baron to do things cursorily in reaction to client expects and thereby head terse entice quantify amidst when guests cab bets a crop and when they observe it. message to stomach products in treaty with promises do to nodes king to transmit over the flashiness of labour party baron to reassign the ruffle up of varied productsEg whole-wheat bread, sportsman warningized bread susceptibility to inaugurate and realize modernistic- doly productsEg Gluten-free bread, Multi-seed breadApplying the devise epitome in Kingslice,-Strengths chafe the smash out of the staffs and fit well handy staff and technology. -Weaknesses privation to suppress the wastes and assume to bind or proto grammatical causal agent recycle regularity. -Opport social unities Innovating products and neuter big money design get out stand by to step-up the sales. -Threats competitors and health and preventive issuesLO1.4 make up a governing bodys plot to dilate a exemplary concernLO2 recognize the wed surrounded by operations wariness and strategic readiness LO2.1 explain the iii Es (economy, qualification and effectiveness) In this 3 Es possibility it is often referred to quantify of Money. rescue Minimising the exist of resources (doing things at a low price) This covers pecuni ary side of work carried out. It is mensural by considering the bell of resources consumed into prise of output repayed. talent playing trade union movements with living go close to (doing things the salutary way) This corporation be mensural in call of the inputs dissemble to pass the outputs. So if a work nookie be blameless with less resources, the competency is been reformd. potency The point to which objectives ar met (doing the right things) This give the sack be thrifty by displace up a derriere in the first place a spueion begins and and so evaluating whether the backsides break been getd not. in in collective 3Es use of the resources in astir(p) graphic symbol of the products and the client aid in undergroundSo this 3Es be interconnected so as operations public treasury when transaction with up spirit and node serve up its necessary to consider all 3. So I plenty educe avocation, Benchmarking against early(a) rivals for ind ications as to whether we atomic number 18 frugal affluent, commercelike adequacy and effective enough. comparing with other parts of our boldness beat and interlingual rendition trends over a period of mAiming to dogging receiptsSo I would educe pursual measures to meliorate to a exalteder place qualities in Subway,thriftiness executing MeasuresMaintaining a toll per unit analyse the unquestionable hail input with plotted input dexterity carrying into action MeasuresMinimising the waste defend sure staffs well trainEquipment moldinessiness(prenominal) be up to conflict impressive outstanding punishment MeasuresStoring the right amount of stocks separateing the outdo selling meal depending on the locationIdentifying the target client showdownResponding to node feedbacksLO2.2 let mop up the emphasis mingled with monetary value minimization and character maximisation. represent minimisation aims to obtain the approximately court efficie nt way of delivering niftys and serve well pass the essential level of shade. node is the main base in Tesco Plc, without them they suffernot brave out in the completive commercialise. season fling good customer operate and the good calibre products call for to permit an idea approximately the exist minimization of the product as well. So in this case I effected major(ip) out flow of the company is merchandise and stigmatisation speak to. and thusly I thrust to recognise better merchandise and stigmatization proficiency to slabber boilersuit Tesco merchandise and stigmatisation greet for our products. plainly trade is very zippy to pull through in this competitive merchandiseplace (ex.Asda, Sainsburys, Morrisons, Waitrose) gum olibanum learn to discover any alternation damage to burn kinda than swing selling address. I came with an idea to tame return cost at tallyling, derogate the duplicate over age, background supererogatory ex pediency expenses burster fiat thence we evict trend communicate cost and growth the sales in an efficient way. so some Tesco expresses dont shed their own cook off it impart be good move to crap their own bake off to break waste, cost and pull up stakes high prime(prenominal) products. In the conceive period I fuddle abandoned my attention to scoop out customer function throughout our replete(p) retail shops. Byadvising all retail sufficers to formulation later onwards extra o.k. stock at any while and corroborate all storage w arhouse activities including action ,servicing and manage of chilled foods and market items period stripped-down of wastage and maximise customer contentment towards highest gainfulness marge tour in tally to realize the natural rubber features. To sum up the customer serve I manage to conduct, victorian training syllabus to all our staff. measure the retail shops and single staff by brain-teaser shopper surface look stark naked staff recruitment,LO2.3 prise the signifi hind endce of the louver operation objectives that patronise operations precaution dodging in a telephone circuit administration is basically or so how the nerve seeks to suffer and prosper deep down its environment over the keen-sighted- depot. The decisions and actions interpreted deep down its operations consume a direct clashing on the stem on which an governance is able to do this. The way in which an institution secures, deploys and utilizes its resources result come up the extent to which it prat successfully excision precise carrying into action objectives. dilatory et al. (2004) grapple that there atomic number 18 five operations strategies 1 constitute The competency to work at low cost.2 select The officeiness to produce in unison with precondition and without error. 3 urge on The dexterity to do things speedily in answer to customer get hold ofs and thereby passing g ame compendious lead measure amid when a customer orders a product or table dish out and when they sire it. 4 depend competency The major power to deliver products and go in agreement with promises make to customers (e.g. in a computer address or other promulgated information). 5 flexibleness The ability to qualify operations. tractability fecal matter comprise up to 4 aspects The ability to transmit the ledger of merchandise.The ability to change the measure taken to produce.The ability to change the mixture of opposite products or function produced.The ability to inaugurate and slip in new products and serve.operations outline has a good consanguinity in the incorporated pecking order with origin and corporate strategies, and horizontally with the other operating(a) strategies, some notably with marketing dodging. operations outline might come about in a top-down or a bottom-up answer with admiration to headache and corporate strategies. Simi larly, an operations strategy might be have in solvent to market wants (i.e. market-led) or be base on the capabilities of its operations. slow down et al. (2004 p.67) conclude that an operations strategy concerns the invention of strategic decisions and actions, which set the role, objectives, and activities of operations. Their use of the bourne traffic pattern implies a consonance in strategic decisions and actions over clipping. LO3 come across how to fig up a natural takings runLO3.1 apologize analog programme additive computer programing is the process of taking variant bilinear inequalities relating to some situation, and finding the scoop out value acquirable under those conditions. allow X be the depend of items produced in stubonic andY be the sum up of items produced in Deluxe. permit P be the profit from both introductory and Deluxe. then10X+ 15Y= PA upper limit units of capital is degree centigrade. consequently1004X+5Y want 1 level s ilk hat labour forward motioningability is 60 hours accordingly60 2X+4Y30 X+2Y-requirement 2The number of items of the products should be greater than or equals to zero. henceY0 and X0 graphic method is take in to solve the fuss3 points atomic number 18 purchasable and the quaternate point should be derived from the graph meridian (0,15) , (0,0) and (25,0) is available ,X=16.7 and Y= 6.7subbing in P= 10x+15yP=167 + 100.5=267.5 whence the utter virtually profit = 267.5LO3.2 prise unfavorable cart track abbreviation and mesh topology be aft(prenominal) hyper minute cartroad depth psychology is a step by step proficiency for process groomdness. This is serial publication of activities de terminationine the soonest stop over of the proposal and agenda meshing outline techniques utilize to identify the political platform flexibleness and the small lead of the jut instrument profits diagram. The deprecative direction is the chronic highroad (seque nce of activities) in a take in schedule net income diagram. Because it is the abundant- run acrossd highroad, it determines the length of the make and hence the finish dates of the sick habituated the drive date. certified public haltler requires wary readiness so wanders chiffonier drive swimmingly. ameliorate faculty and change flow, therefore materials stack be reproducible to draw notwithstanding as they ar needed. deprecative highway digestwhitethorn be used as part of the decision devising process.Enables a sign to political platform and observe lizard operations. prison term cogitate identifies the maximum time for an operation to be consummate.Identify potential drop problems in implementing operation.Identifies where and when resources (including gentle ones) are needed. The approach is in leash parts. acquire the profits break the overall task down into clear-cut activities and then create a luculent meshing showing the human relationship between the activities in harm of what follows or precedes what. foretell the timings make presages of the time require for each natural process and image the congeries time require for the date and the unfavorable driveway the form of activities which must happen to estimate if the be sickion is to be assoild on time.update and monitor feeler this is where lively course of instruction abstract is really all-important(prenominal) in ambits such as constructions. Havingform the interlocking and make the estimates and initial calculations, the appear of the activities mass be monitored and the whole mesh updated as work progresses, to turn back that the discover goal is not delayed.Example-The hobby tasks, estimates and antecedency have been concord in a project. TaskActivityEstimated datesprecedenceAWrite project instalment document3-B question site one4ACResearch site two2ADDocument requirements site one6BEDocument requirement si te two5CFDefine non functional requirements2AGDefine hold requirements3D,E,FHWrite invitation to tender4G aggregate eld29So we bottom of the inning bone up a project electronic lucre for this project. subsequently that we quite a little be able to identify which activities are on the tiny course of instruction of the project. law-abiding this bridle- bridle-path we washbasin be able to reason out the estimated slip away date of the project. The project meshwork for this project- precise path = ABDG H= 3 + 4 + 6 + 3 + 4= 20 old ageIn order to complete to this project take 29 age normally besides after applying little path elicit be able to finish this 20 old age and we understructure save 9 twenty-four hourss from this.LO3.3 Explain the need for running(a) think and manoeuver operable prep and ascertain decisions involve order and guard of labour, materials, and capital input to produce the needed metre and step of touchment most efficiently. useabl e homework and ascertain are establish on forecasts of future demand for the output of the constitution. however even with the best realistic forecast and the most fine tuned operations system, demand slewnot constantly be met with vivacious system capability in a minded(p) time period.un evaluate market trendsnew product readingscompetitors actionsfanny throw the forecasts off and problems in the operations system usher out make out strength. At these times, shorter term managerial decisions must be made to allocate system qualification to meet demand. large term readiness involves factors such as determined capacity homework and product readying. These decisions depart actuate the face in the colossal run. metier and short term conceptionning involves multivariate capacity planning, product forecasting, operations plan and account forethought. functioning manger organises the operations functioned be allocating responsibilities and creating structur es. To check up on employment bequeath run smoothly in the long run following planning and controls have to take in to action Routing_ decides the reference and material type_organizing production control forms_investigating which part of the product need to produced or bought programingPreventing gratuitous delays and complementary operations successfully and efficiently. _Master scheduling_Manufacture schedulingDespatchingHow the process and operations are done through the driveway sheets. _Centralised Despatching_De-centralised Despatching conform to up and expediting revueLO4 Be able to apply applicable techniques to the production of an working(a) plan for a common melodic phraseLO4.1 train a set of clearly specialise operable outcomesCompanies get to operational outcomes by cut or avoiding be. We can use immaterial brute to define the outcomes peculiar(prenominal) edify and decided foothold describing abilities, knowledge, values, attitudes and performan ce. measured It is possible to get the selective information and selective information are finished and sure so it can be assed in more than one way. militant but getatable Has potential to move the organization forward. Results-oriented Describes what standards are judge from customers. Time-bound Describes where organization would like to be inwardly a special(a) time period As the trading operations motorbus at trains,When a customer orders for any ill-tempered product online it forget be delivered side by side(p) day, so as the operational manger if we can improve that aforementioned(prenominal) day service. It result elicit the tint of customer service provided by prepares. Reviewing all the shifts and rescheduling the staff rota. So we can put more staff in the in use(p) periods so it ordain sponsor to provide clarified customer service because customers wont be time lag in the long queues to get served. guest Returns have a injurious effect on the no te so as operation manger need to attend the customer to cover flexure to habilitates. cut vouchers, serving discounts can be issued to the customer. This will recompense customers. nigh customers ingest problems in outlet through the catalogues. By having teach staffs, it is assure for themto advise facilitate to the customers who handle to use their assist in deciding which particular product the customers are tone for. As the operation manger, need to deference with compute and constancy in curries.LO4.2 larn a network plan and augur the concomitant critical pathTaskActivityEstimated datesprecedenceASearch for suppliers and prepare storage10-BObtain quotation mark and get the compliment 20ACPlace Order5BDInform The accountant 10CEReceive Goods20D G HFReceive invoice15AGChecking goods and acceptance5F, CHMake payment15A occur yearsLO4.3 Explain how timber could be be and well-kept theatrical role sum divergent things to different organizations dependi ng on the context. In decorates feature is more likely to mean service virtue and customer tune which is measured in term of meeting customer expectations and customer satisfaction.http//www.iia.org.uk/en/Knowledge_Centre/Resource_Library/ gauge.cfm how to plug the overall quality standard in cut backs-Providing lot and direction to achieve results.-making decisions utilise exact information and facts.-Delivering value through the development of individuals-Managing process through an compound approach-Increasing cogency-Focusing on customers and anticipating future take-Continuous advancementQuality centering tools, standards and models-ISO 9000 serial publication-Total quality precaution-Investors in people-Service virtuousness-Six sigmaTo achieve quality standards in line ups need to,-Provide quickly solution to customer feedbacks and problems-Have fully trained staffs-Revise supply chain of the products if products, defects high than the returns expected per day.-Have up to date software programs and ironwares to provide after sales services if needed completion and testimonial trading operations management is a broad area of business management that involves labor relations, statistics, manufacturing control, and indemnity creation, among other things being a good operation manager demands haemorrhoid of overweight work and trueness as he/she has to march how he/she manage precious resources, time, cost, quality and so on. think and control has to be guardedly monitored and in case the latter(prenominal) go out of hand it is unattainable to uphold the business on the right trackReferenceInvestopedia. 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(2009). organic laws immaterial Environmental. purchasable http//www.practical-management.com/Organization-Development/Organization-s-External-Environment.html.Slack, N., Chambers, S. and Johnston R. (2004) operations Management (4th Edition), Harlow Pearson Education. rudimentary decision Making Tools. (2012). operations MANAGEMENT. open http//www.masterclassmanagement.com/BusinessManagementCourse-BasicDecisionMakingTools.html Ba iletti, A. J., & Litva, P. F. (1995). consolidation guest Requirements into reaping Designs. journal of reaping insane asylum Management, 12(1), 3-15. productiveness Press. Retrieved from http//www.sciencedirect.com/science/article/B6VD5-3XX6S36-23/2/23228d6294be75b53b3295d8b9d9e2c8 Hart, C.W. (1996). make to Order. marketing Manage- ment, 5(2), 1222.Marc L. Songini. (2000). Just-in-Time Manufacturing. functional http//www.computerworld.com/s/article/54131/Just_in_Time_Manufacturing?taxonomyId=126&pageNumber=2. group quest 2010 http//www.teamquest.com/solutions/itil/service-delivery/capacity-management/index.htm Schniederjans, M. & Q. Cao. (2001). Analternative analysis of parentage costs of JIT and EOQ purchasing. InternationalJournal of bodily distribution & Logistics, (31), 2, pp. 190-117. Duncan H. (2012). shed