Strategic Financial Management business report Essay

Strategic Financial Management business report - Essay Example ally the company was engaged in many businesses but with passage of time, it concentrated on the beverage business and divested other business like Pillsbury and Burger King. At present the company’s portfolio consist of mainly alcohol based beverages. Presently the company is operating many major strategic business units (SBUs) like spirits, Beer and Wine. Among them the most extended one is the spirit SBU because it comprises of many sub units like Scotch whisky, Vodka, Ready to drink, Liqueurs, Whiskey, Rum, Gin and Tequila. To understand why spirit SBU is so vital for the company, its last year’s sales break up has to be undertaken. As per the Diageo’s annual report 2007-08, the company’s is to focus on its premium drinks as these are the major source of income. In the last few years, the company’s revenue has increased marginally, but operating expense has also gone high. Thus Diageo has made a strategy to enhance its operating profit along with growth in organic sales. From the very beginning, the company has followed an aggressive acquisition strategy. At present the company has its operation in different part of the world, where they have strategic partnership with many other players of this industry. When a company plans for enhancing the profitability, its main motto remains increasing the shareholders value. In the last year certain changes has came in the consumption patter in alcoholic beverages in different part of the world, hence the company will target the growing market of alcoholic beverages in BRIC countries. Undertaking all these facts and figures, the company has planned to continue its cost cutting strategy. Diageo will continue to operate under four business areas, it will develop its local brands and to overcome the growing pressure from governments, it will come forward and will promote responsible drinking of alcohol, also participate in reducing the misuses of alcohol (Diageo-b, 2005). To analyse how successful were the

Shakespeares Presentation Of Kingship Essay Example for Free

Shakespeares Presentation Of Kingship Essay In Henry The IV Part 1 The Transformation Of Prince Hal Is Central To Shakespeares Presentation Of Kingship. Looking At Two Different Scenes In The Play, Explore The Ways In Which Shakespeare Analyses Issues Related To Kingship And How Each Would Appear To Its Elizabethan Audience William Shakespeare was born in 1564 in the town of Stratford upon Avon. He died in 1616 but is still today one of the most renowned playwrights of all time. He has written 37 different plays in many different styles, for example comedy, history, tragedy, roman and others. Further more he is responsible for revolutionising English drama and hence culture through both his poetry and drama. He wrote plays that would have appealed to the Elizabethan people this is why his plays are written in the rich language that was used at the time. His main audience would have been common people who could not read or write so for entertainment they used imagery. Elizabethan people would have either gone to the theatre, gone bearbaiting or cockfighting; this was their idea of entertainment. Henry the IV Part 1 is based on a true story set in 1399 and is centred around the idea of kingship. This is due to the fact that the Elizabethan public of the time were very interested in the lives of the nobles and the idea of kingship. Even though it is set in the past the play is clearly designed for the Elizabethan public as it represents the end of the old politics and the start of the new capitalism over feudalism. The key characters in the play are: King Henry Bolingbroke (Henry the IV) Prince Hal Bolingbroke (Son of the king heir to the throne) Harry Hotspur (Son of the earl of Northumberland) Sir John Falstaff (Prince Hals companion) The play is set in two worlds. The so-called honourable life of the court, and the dark world of the tavern. Each with their prospective rulers for; the court the ruler is King Henry, and for the tavern the ruler is Sir John Falstaff. In between these realms sitting in the middle is the Prince, Hal caught up between the desire to please his father and his own whims. He cannot go too far down the easy road of dishonour nor can he be too much like his father for then he will be the right kind of king. There are two scenes, which I feel show the transformation that overcomes Hal and in which Shakespeare depicts to his audience the beginning of the end for Falstaffs realm. These are. Act II scene 4 and then Act III scene 2 The first scene that I believe is appropriate to analyse that shows the beginning of the transformation within Prince Hal is Act II Scene 4. This would have been one of the most humorous of all the scenes to the audience of the time as it holds many punch lines and represents a mockery of the crown. The scene starts with an example of Falstaffs deceptive nature, when he claims that he and his group of robbers were attacked by an ever-growing group of thieves who drove them off and won the stolen chest. What Falstaff doesnt realise is that the group of thieves that drove Falstaffs group away were none other then Prince Hal and his friend Poins. When they reveal this fact to Falstaff and tell him that they know he is lying and that he fled like a coward, Falstaff thinks fast and makes up another excuse claiming that he knew that it was Hal and he ran so he didnt need to hurt the Prince. This part of the scene is filled with banter and so would have been very appealing to the audience. The most influential part of this scene is were Prince Hal and Falstaff act out what they feel the king will say in his interview with Hal in the morning. Firstly Falstaff plays the king and Hal himself. Falstaff as king demands Hal to exile all of his friends who lead him astray except Falstaff who he claims is most noble of carriage. When Hal hears this he deposes Falstaff and makes himself the king. This is a highly ironic moment as the way in which King Henry Hals father came to power is by deposition. This time Hal acts more serious though it is clear banter is involved when he says there is a devil haunts thee in the likeness of an old fat man. This is the first time through out the play in which Hal reasons with himself and opens up and says it is Falstaffs fault that he is the way he is. Hal finishes his criticism of Falstaff with the naming of the man so far in the kings favour Falstaff that old white bearded Satan. Then Falstaff pleads on his account to Hal claiming that he is valiant and sweet. He then begs Hal not to banish Falstaff from the company of Hal. Falstaff (as Prince Hal). Falstaff banish not him form thy Harrys company. Banish plump jack, and banish the world Hal replies with the famous line. Prince Hal (as the king) I do, I will This concludes the play interview. The reason I feel that this shows the beginning of the transformation that turns Hal from the mad cap Prince into the heir to the throne is because I feel that at the point where he plays king he realises that eventually he will become king and that he will have the responsibility to banish people from his presence if they do not give him the correct direction. The insult of calling Falstaff the white bearded Satan indicates that he is the lord of the under world and the king of deception and lies. The most important line in this scene is (Hal) I do, I will as it shows the impending rejection of Falstaff, because for Hal to become king he must reject sin and corruption. These are the things, that Falstaff stands for. One way in which Shakespeare gets his message across to the audience is by using iambic pentameter. This is when he writes in lines of 10 syllables 5 are stressed and 5 are unstressed. Shakespeare uses the iambic pentameter to show when nobles are speaking. For a working class character then he uses ordinary prose. The way we notice this is that Hal is the only noble that doesnt speak in iambic pentameter this represents that Hal is not yet immerged in his proper role at the court , he is more in touch with the dishonest world of the tavern. The next scene that I feel is influential is Act II scene 4. This is the scene wherein the actual confrontation between the king and his rebellious son where they tell each other how they feel. The scene starts with the king ordering all lords to leave the room so that he and Prince Hal can talk in private. The king starts by demanding of God weather he is being punished for his taking of the crown and killing of the rightful king and if Hal is his punishment. Hal then says that most of the wrong things he has been accused of are just mutterings from newsmongers. King Henry rebukes this and demands Hal to be loyal to him , in addition he compares him to Richard II the skipping king who ambled up and down with shallow jesters . Hal says that he will be more like himself but Henry is still incensed and then says And even as I was then Percy is now. Now by my sceptre, and my soul to boot, he hath more worthy interest to the state than thou the shadow of succession. Hal tells his father that he will kill Hotspur and so take all of his glories. King Henry then gives Hal some money to raise an army and lead it. The main thing that is clear throughout this scene is the disappointment of King Henry and the fear that Hotspur will depose him. During the interview Hal starts to talk in iambic pentameter and this could show his initiation into the noble world leaving behind his old common world. Throughout the interview it is plain that King Henry sees himself in Hotspur and fears it because he believes if Hal were King then a rebellion would be appropriate. In addition he sees Hal as a Richard figure as he acts like a fool, by mingling his royalty with capering fools. More over he also sees Hals companion Falstaff as a threat not only because he is a bad role model but also when Hal becomes king he might give Falstaff some authority and he might abuse it or even worse might usurp Hal. This scene would have been very interesting to the Elizabethan audience, as they would not have seen a king in such a way in which they are not happy. It is unlikely that they would have realised that the monarch that they see is not the same behind the closed doors of a room, it would have intrigued them to see a family incident. In conclusion I feel that the scenes that I analysed were influential in the final result of Hal as he ended up King Henry V, who was one of the most renowned king of all time. This play shows the two worlds, which make a great king, I feel that if Hal had not experienced the world of the tavern then he would not have turned out as he did. For to be a great king Hal could not follow any of the role models presented to him. He couldnt follow down the path of Falstaff, as it was dishonest. He could not either follow his father the king as he both usurped and caused a rebellion. And he could not follow in the footsteps of Hotspur, as he was to blood thirsty and brash. So the mix between the world of the tavern and the court was just appropriate for the young Prince. And indeed he brought a balanced perspective to his role.

The Christian Faith Is Intrinsically Missionary Religion Essay

The Christian Faith Is Intrinsically Missionary Religion Essay David Bosch in his book Transforming Mission makes the point that The Christian faith, I submit, is intrinsically missionaryà ¢Ã¢â€š ¬Ã‚ ¦ this dimension of the Christian faith is not an optional task: Christianity is missionary by its very nature or it denies its very raison detre  [1]  . The author makes us understand as Christian Youth workers it is a fundamental requirement of our belief for us to engage in the mission of God by been a witness to the world. Gods mission which he gave to us in Matthew 28 known as the great commission must be the key and driving force behind the work we do with our young people. As youth workers we need to be aware that in order to fulfil the great commission we need to develop ourselves biblically and have a passion to evangelise every young people in our local community as well as the whole world. Bosch stated that There is church because there is mission and not vice versa.  [2]  Through its nature and vocation, the church is a missionary community; hence mission is intrinsic to the very life and calling of the church. Moltmann also argues in support of Bosch that Mission does not come from the church; it is from mission that the church has to be understood.  [3]  Hence our youth club or group exist due to Gods wider mission. Our youth group needs to understand that we are called to be the agent of Gods missionary task in whatever community we find ourselves and as quoted by Bosch God is a miss ionary God, Gods people are a missionary people.  [4]  Folmsbee also argues in support of Bosch that Mission is an attribute of God thats best understood from Gods narrative. God is a missionary God, and therefore mission must be seen as Gods movement into the world. Thats the exact opposite of how its often viewed, which is that mission is the primary activity of the church.  [5]  In order to sustain their faith in the mission and in Gods work, those in the ministry believe that the mission work belongs to God and that they are simply his instruments working in the world. In order to discuss how the evangelistic task directed at young people fits into Gods wider mission, we need to have a clear understanding of what mission is using Bosch as the main reference point by unpacking his quote The Christian faith is intrinsically missionary. This essay will be looking at a variety of sources drawn from the Bible and Christian literature to establish what is Gods wider mission, how we can tailor our assignment toward the young people using Christ ministry as the model for our outreach programme in the Christian youth work. What is Mission? Bosch stated the term mission assumes a sender, a person or persons sent by the sender, those to whom one is sent, and an assignment.  [6]  In the book of John 20: 21, we see the missionary mandate of Jesus which he passed to his own disciple As the Father has sent me, I am sending you.  [7]  Christianity has always been an evangelical religion, where believer go out into the wider world and spread the message of the Gospel in order to bring all of humanity into the kingdom of Heaven. Ever since the fall, Gods mission on earth is to return a fallen mankind to his presence, fully redeemed. Thus, He sent Jesus to earth to minister to the people before being sacrificed for the sins of the world. In the word of Bosch while citing the work of Herings, mission is, quite simply, the participation of Christians in the liberating mission of Jesus, wagering on a future that verifiable experience seems to belie. It is the good news of Gods love, incarnated in the witnes s of a community, for the sake of the world.  [8]  Frost Hirsch supported Boschs argument by stating we will see the church differently no longer as a religious institution but as a community of Jesus followers devoted to participating in his mission.  [9]  As youth worker we need to begin to see our work with the young people as us participating in the mission of God by fulfilling the work of reconciliation and restoration of all creation back to Him and also bringing hope to the world. Any aim different from this thus means that God is not at the centre of our mission but us trying to do our own agenda. It is okay for youth workers to have an agenda but the sole purpose must be for our young people to encounter the good news, Booker writes we need à ¢Ã¢â€š ¬Ã‚ ¦to try to connect our missions with Gods agenda and activity in mission  [10]  . It is very vital that as youth workers that we are very clear about what the mission of God is all about before we engage the yo ung people in it. Bosch referring to Aagaard writes Mission was understood as being derived from the very nature of God. It was thus put in the context of the doctrine of the Trinity, not ecclesiology or soteriology. The classical doctrine on the mission Dei as God the Father sending the Son, and God the Father and the Son sending the Spirit was expanded to include yet another movement: Father, Son, and Holy Spirit sending the church into the world.  [11]  Hirsch Frost argues that we need to à ¢Ã¢â€š ¬Ã‚ ¦through the paradigm of the mission Dei to find the sent and sending God.  [12]  As part of the evangelistic task, youth workers need to beginning to help the young people find God through Jesus in the work that they do with them, through the teaching, worship, prayer and all our activities. A classic example that the youth worker can use will be the Lords prayer in Matthew 6 vs 9 -13, Jesus taught his disciple how to see the father through the model of prayer. In the pluralistic society there is a need to get the young people to believe in the word of God. However, in an age of rising secularism, the current focus of the youth worker is to reach out to the young people before they completely form a secular/humanist belief system or get taken in by other faiths in their search for meaning. Youth worker need to help the young person to know how to belong in order to get a taster of the relationship with Jesus because in belonging they encounter God which is the whole purpose of the mission Dei.  [13]   The Christian mission is about incarnation and crucifixion, and they both go hand in hand. Incarnation is about meeting people were they are with the gospel of the cross. God showed us the example to follow when he sent his Son into the world to pay the price for our sin. The gospel of John chapter 1:14 states The Word became flesh and made his dwelling among us. the one and only Son, who came from the Father, full of grace and truth  [14]  Hirsch stated if Gods central way of reaching his world was to incarnate himself in Jesus, then our way of reaching the world should likewise be incarnational  [15]  As youth workers, we need to begin to identify with the young people we are working with or trying to reach by moving into their world so that we are able to clearly see their challenges and struggles in order to know how to effectively direct our missional task of reaching them for God. Frost argues that we must take seriously the call to live incarnationally-right up close, near to those whom God desires to redeem.  [16]  This was further argued by Hirsch(s) that as youth worker we need to move out of our normal religious zones into our local community and be part of it, this may mean going into the school or anywhere were the young people gathers and guide them to find the redeeming grace of God.  [17]  As stated by Dave Newton, we need to get alongside young people and their needs in order to demonstrate Gods love.  [18]  The youth workers will work with them rather than work for them in their journey of making a decision regarding faith. According to Bosch, The churches, by and large have an underdeveloped theology of the incarnation [while] the churches of the east have always taken the incarnation more seriously  [19]  mission Dei has now been submerged under the liberation theology. The liberation theology is about the people to the structure while incarnation theology is for both the unique message of Christ and the messenger to be incarnated within the culture being reached. Paul summarise the incarnational message in 1 Corinthian 9: 19-23 that for the sake of the gospel he will become all things to every tribe, people or culture as long as he is able to win as many as possible. Graham Cray writes Youth ministry has become a matter of cross-cultural mission. It involves entering into the young peoples world and honouring them by taking it as seriously as they do.  [20]  As youth workers, we need to be creative and imaginative in our missionary work amongst the young people, in the way we present the message of the cross to them; we need to help them to find Christ [were they are] and equip them to be agents of his kingdom.  [21]  The whole message of the New Testament is Christ making an effect on humanity through the redemptive power of redemption. John 3:16 show us how the ever giving God through incarnation brought Christ out to the whole world. In summary, Incarnational ministry essentially mea ns taking the church to the people, rather than bringing people to the church.  [22]  We dont have to do church the way we have always done it  [23]  , youth workers needs to take the gospel to the place where our young people are based in our local community [most especially in the current changing trend in youth culture] that is church needs to be done inside out as the previous trend of let them come to us will not work with the current culture. Mission as Evangelism is essential for creating communities of believers. Bosch gives a good definition of evangelism when he writes Mission includes evangelism as one of its essential dimensions. Evangelism is the proclamation of salvation in Christ to those who do not believe in him, calling them to repentance and conversion, announcing forgiveness of sin, and inviting them to become living members of Christs earthly community and to begin a life of service to others in the power of the Holy Spirit  [24]  25Paul, in his ministry, ensured that the new Christian community would have a solid ethical and moral framework for making decisions. In a world where religious competition was extremely high (with the large number of pagan cults), a theological framework was absolutely necessary to spread the Christian faith that way, parents could be the first to evangelize their young people and pass a complete model of faith downward through the generations. It is possible that such a com plete framework led to the eventual dominance of Christianity in Europe and its endurance in modern times when there was no longer any threat of convert or be killed and pagans are no longer burned at the stake. The thoroughness of Pauls mission practice is that he was not content merely with evangelism and church planting but was concerned to build mature communities of believers who could think biblically through the ethical issues they faced in the ambient culture.  [26]  Bosch was very clear when he said that Evangelism is only possible when the community that evangelizes is a radiant manifestation of the Christian faith and exhibits an attractive lifestyle.  [27]  Our youth people do not just want to hear words from us but wants to see us live out our lifestyle in a way that attracts them to the faith we are proclaiming. James 2 verse 18 But someone will say, You have faith; I have deeds. Show me your faith without deeds, and I will show you my faith by what I do.  [2 8]   Youth workers need to understand that for their missionary task towards the young people to have impact, relationships must be developed amongst the young people. Jesus our role model kept reminding us of the relationship he had with his own Father, the whole of his ministry on earth flowed from this relationship with the people he encounter (Christians and non Christians alike) as well as his disciples. The whole of the New Testament shows us that relationship is very important in our mission to impact the life of our neighbours and to reconcile the broken relationship with the Father. Sudworth et al citing Mike Breen writes, Relationships are the only means we have of enabling and encouraging young people to reach maturity in their physical, emotional, social and spiritual lives.  [29]  Youth workers need create an environment or community where they could practice the presence right under the young peoples noses; we need to look for ways to make God present for the young peopl e we are serving. Hirsh made us understand presence highlights the role of relationships in mission. If relationship is the key means in the transfer of the gospel, then it simply means we are going to have to be directly present to the people in our circle. Our very lives are our message and we cannot take ourselves out of the equation of mission.  [30]   The kingdom of God was central to Christ wider mission. Word Count: 5438

huck finn :: essays research papers

Martin Luther King Jr. The achievements of Martin Luther King Jr. For his people and other nationalities that led to his death.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Born January 15, 1929 in Atlanta, Georgia.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Influenced by the teachings of Mahatma Gandhi.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Leader of the Civil Rights Movement and non-violent campaign of the 1950’s and 60’s.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Created the Southern Christian Leadership Conference in 1957 to direct the Civil Rights Movement.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  His non-violent movements were successful and ended segregation in the south as well as other parts of the United States.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  His march in Washington was the largest protest demonstration and his famous â€Å"I Have a Dream† speech came from it.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Awarded Nobel Peace Prize in 1964 for promoting non-violent tactics.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Led the successful Montgomery Bus Boycott.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wrote ‘Letter from Birmington Jail’ showing his moral philosophy.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Was assassinated on April 4, 1968 by James Earl Ray Jackie Robinson, a great and historical baseball player. Jim, a run-away slave in search of freedom. Both share many of the same qualities. Among them are, they both broke color barriers. One broke the color barrier in the game of baseball, while the other broke it in a book. But both of these heroes are intelligent, courageous, and caring. All these qualities listed equal an ideal hero, whether it might be a real of fictional hero. The first and most important quality a hero needs is intelligence. Both Jackie Robinson and Jim had that. They each carried it out and showed it differently, but they were both intelligent. Even though one was a professional baseball player and the other a runaway slave, they both were intelligent in their own unique way. They both did what their mind told them and accomplished the goal that they wanted to achieve, even though one was real and the other one wasn’t. Jackie Robinson showed his intelligence through his actions. He was not only a great baseball player, but also a good businessman and executive. While he was on the baseball field, he had many fans that loved him and some many who hated him. But he didn’t let them stop him from pursuing his career. Many people who didn’t like him, threw rocks and bottles at him just because he was black, and even sent him death threats to him in the mail. But unlike many people, he did not fight back, instead he ignored them and proved that he was the greatest baseball player at that time: â€Å" Jackie Robinson did not merely play at center stage.

Development of the Cold War Essay

Up until 1945 the tensions between the USSR and the USA had been covered by the fact that both sides were trying to fight against Hitler and therefore relations up until the war had been relaxed. However this changed after 1945 the victory against Germany brought them international superpower status giving them more control and influence over many countries especially in Eastern Europe. As a result Stalin changed and adapted policies accordingly to increase competition with the USA; both countries were fearful of each other hence why Stalin concentrated on things such as industry and ignoring agricultural production for example. I will explain what and why the cold war influenced Stalin’s policies inside the USSR and come to a conclusion. My first point is that Stalin focused his efforts even more on the development of industry than ever before. The reason why Stalin did this was to rival the USA’s superpower status and therefore they focused on quantitative rather than the qualitative side of industry. Stalin wasn’t worried if the products they produced were any good as long as they met the 5 year plan targets then he believed he could compete with the USA. This showed as according to the statistics every planned target in 1950 was apparently met e.g. the coal target was 250 million tons which they surpassed and reached 261 million tons. Even the figures may have been exaggerated it is clear that the Stalinist approach had worked in terms of recovering from the war as well making significant progress in terms of producing goods. My next point is again to do with industrial production, but more specifically how they focused on heavy industry and capital goods in order to help with defence and the production of nuclear weapons. In 1950 industrial production was almost up by 75% compared to 1940. The most significant increases were in the production of capital goods such as coal and steel which were important in terms of everyday living. Defence was also an important sector in the USSR as it received the most favourable treatment in the allocation of resources, including skilled labour. The reason why Stalin concentrated on these things was because he wanted to carry out the task and maintain their new superpower status. Stalin was also fearful of the USA and the UK because they had refused to share information with him on the atom bombs which increased the tensions further between them and the USA. But because of Stalin’s drive to carry through heavy industry and concentrate particularly on their defenc e he was able to use his skilled labour and eventually managed to produce their own bomb by 1949. Another change to policies inside the USSR was to do with social policies and more specifically the campaign against cosmopolitanism. The reason why Stalin approved of the campaign against cosmopolitanism was because he feared anything from the Western world and he was particularly scared of what would happen in Leningrad as it was known as the â€Å"window to the West† where Stalin believed foreign influences was most likely to enter the USSR. He therefore opposed and banned things such as jazz music which was seen as something that was particularly Western. It wasn’t just that though as what was known as the â€Å"Leningrad purge† in 1948 where over 200 leading Leningrad party officials were either arrested or shot also occurred. Other things that were controlled because of the cold war tensions included controls on what was read as well as what was viewed at cinemas & theatres. But the campaign against cosmopolitanism was also linked with the increased anti-Semitism, the discrimination and violence against Jews. Other examples include the doctor’s plot where Jewish doctors were blamed poisoning Zhadnov and plotting Stalin’s death as well as banning marriages with foreigners. The reason why Stalin did this was because the cold war essentially made him even more suspicious of the West and therefore made him become stricter in terms of the policies he carried out. Alongside the campaign against cosmopolitanism was the rise in Russian nationalism. The USSR distrusted the Western powers and capitalism and Stalin knew that the two sides (USSR and USA) could not work together without trying to fight for supremacy at some point. The USSR decided that they would do this by praising everything that was Russian and making out that anything Russian was better than anything from the West. But in general this was excessive and made them look insecure; this reflected that in the past they were often invaded by Western powers that had better technology, as well as showing that they weren’t used to their new superpower status. The reason why Stalin imposed these policies inside the USSR was to make sure the people knew that anything Russian was far superior to anything that was Western and make the USSR look even better in terms being seen as a great country from anywhere in the world. The essence of competition was important to Stalin as he wanted his country to look even greater than the USA. The victory against Germany in the Great Patriotic war gave the USSR the chance to expand and gain more communist allies and help spread their influence in Eastern Europe particularly as well as the world in general. Stalin concentrated his efforts mainly on Eastern Europe as an â€Å"insurance zone† essentially to help protect them if they did come under attack from the USA. After 1945 the USSR recaptured Baltic States and therefore he had control over some major Eastern European countries such as Poland, Hungary, Czechoslovakia, Bulgaria and Romania. This was important for two reasons, one because it would add protection if they came under attack again as well as spread their communist roots/ideologies so that they would gain more influence for the future. This was even discussed with wartime allies, the USA and the UK at the Yalta and Potsdam conferences. This was to help decide the fate of post-war Europe. It was dominated by Stalin and the conferences helped decide on the amount of influence countries had and who would make key decisions. Stalin also used his powerful position to strip assets from the Eastern countries mentioned above to help rebuild Soviet industry. By doing this they could deal with the fact that Stalin was fearful of the USA because of their development of the atomic bomb and the increasing tensions between the two countries. The tension between the USSR and the USA also explains to some extent to why Stalin continued to ignore agricultural production and focus on industrial production as mentioned above. The situation got worse first during the war when the general public faced starvation because there was a lack of food and this continued to get worse as famine affected the USSR in 1946 & 47 when other Baltic states e.g. Moldova had to deal with drought. Agricultural production during the development of the cold war therefore continued to get worse as the planned 1950 target wasn’t met (didn’t get close). Another reason that could be suggested why Stalin ignored agricultural production was because there was a lack of competition with the USA in terms of agriculture, and therefore to him it didn’t really matter. Stalin’s rural economy was consequently a failure, which clearly underperformed and was obviously a weakness in the Soviet regime. The fact was because money was being directed towards industry there wasn’t any many to spend on producing food and providing modern equipment. My last point is what was known as â€Å"comecon† or short for The Council for Mutual Economic Assistance. The Comecon was founded in 1949 by the Soviet Union, Bulgaria, Czechoslovakia, Hungary, Poland, and Romania. The primary factors in Comecon’s creation were that Stalin’s desire was to co-operate and strengthen the international communist relationship at an economic level with the lesser states of Eastern Europe. This was a response to the USA’s marshal plan which provided aid and money to European countries that were affected by the war. Again this gives the sense of competition that Stalin liked to implement and show that the USSR was more than a match to the USA. The programme also encouraged trade and industrial between the communist countries. There was also an important legacy of this brief period of activity; the Sofia principle which radically weakened intellectual property rights, making each country’s technologies available to the others which greatly benefited the USSR because in terms of technology they were far behind most countries. If it wasn’t for the USA’s Marshall Plan then the USSR would probably not have gained advanced technology, but because of the influence of the cold war Stalin wanted to compete with the USA at everything and make them look superior in any way possible. In conclusion I believe the development of the cold war greatly influenced Stalin’s policies in the USSR. The fact that Stalin saw the USA as major competition in terms of being the ultimate superpower in the world also drove these policies faster than they might have been without the tensions of the cold war. But the fact that Stalin became more paranoid and suspicious as this reign went on also explains some changes in his policies e.g. becoming stricter on Jews. However in my opinion most of his policies including focusing on industrial production, ignoring agricultural production, introducing Comecon and the upsurge in Russian Nationalism can all be accounted for by the influence of the cold war.

The Importance of Organisational Culture

The Importance of Organisational Culture There are three levels of organisational culture and these are listed as follows:Advertising We will write a custom essay sample on The Importance of Organisational Culture specifically for you for only $16.05 $11/page Learn More artefacts; espoused beliefs and values; basic underlying assumptions (Schein, 2010, p.24). The term artefact referred to the visible aspect of culture such as the behaviour of the employees as well as the business process within the firm. Espoused beliefs and values on the other hand are ideas related to the ideology of the firm and the way they explain their business methods. Finally, the basic underlying assumptions are ingrained ideas and values that cannot be articulated but drives the unconscious or automatic response of the top leaders and managers of the said organisation. When taken together, organisational culture must be carefully considered in order to promote organisational change. Organisational change is a common occ urrence in the business world. Organisational change can come in various forms. Change can come in the form of a corporate expansion or a corporate restructuring wherein employees are forced to retire early. Change can also come in the form of a merger. Another example of change is the need to adopt a new business process (Dunne, Lusch Carver, 2011). But in order to appreciate the impact of organisational culture with regards to organisational change one of the best examples to consider is the one wherein a company has to leave the comfort of home and expand overseas. In this example organisational culture collides with the culture of a country and its people. The importance of understanding the basics of organisational culture in order to promote positive change is an established fact in organisational management. The interaction between these two concepts can be seen in different types of organisations from the army to manufacturing firms. But before going any further it is impor tant to clarify the meaning of organisational culture (Ferrell, 2011). Organisational culture is the invisible force that holds the members of a group into a tight unit. It is the invisible force that dictates the behaviour of managers and workers. The decision-making process of leaders and the automatic response of employees to a given problem is not only the result of accumulated knowledge and training but by organisational culture.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Their behaviour is dictated by the groups culture because it has created an organisational climate beforehand. In this atmosphere certain actions and ideas are not tolerated. It has something to do with the way the leaders shaped the mindset of the members of the group. In the army and in the corporate world the organisational climate is rooted in the organisations culture. The culture in turn is reflec ted in the actions of the members of the said group. The organisational culture of the group is invisible to the naked eye but its impact can be documented through the behaviour of the people within the group (Sethi, 2003). The expected behaviour of the members of an organisation is made possible by the way the members interpret their groups culture. Thus, the creation and manifestation of organisational culture is not a by-product of accident. It is the result of a deliberate process. The group’s behaviour is rooted in the organisation’s shared beliefs and values. When confronted with a problem, members of a group need not consult their manuals. They simply react based on the culture of their organisation that was ingrained in them during times of training with their mentors. At the same time the action of a member is conformed to the expectations of the organisation. If there is a culture of teamwork then, every member works like a well-oiled machine. It is impossibl e to study the effect of organisational culture without examining an example of a company that was able to expand globally and succeeded in the international scene (Kotler Lee, 2005) It is important to study a company wherein leaders deliberately established a unique organisational culture in order to accomplish a particular goal. The following pages will examine the secret to IKEA’s success and much of it can be attributed to the culture of the organisation. The overwhelming success of IKEA in the local and international scene can be appreciated through the following figures:Advertising We will write a custom essay sample on The Importance of Organisational Culture specifically for you for only $16.05 $11/page Learn More the company reported total revenue of $27 billion in 2007 alone; 82% of sales came from European markets; good were manufactured in China, Poland, Italy, Sweden and Germany (IKEA, 2010). The focus of IKEA’s business model is to provide affordable and yet high-quality products. The business model that they employed is a major reason for their success. But the second major key to their success was the decision of the founder to establish his own unique corporate culture. The founder of IKEA, Ingvar Kamprad management style is the best example of how organisational culture can be cultivated and sustained for many years. In order to appreciate the importance of the establishment of corporate culture one has to keep in mind that â€Å"In talking about culture we are really talking about a process of reality construction that allows people to see and understand particular events, actions, objects, utterances, or situations in distinctive ways† (Morgan, 2006, p. 134). It is the leader who establishes the culture of the group. The founder or the CEO must show the way. The leader must actively participate in the creation of a social reality for the group. But it is also important to point out that the leader must identify conflicting ideas and sub-cultures that exist within the group in order to deal with as soon as possible (Hogan, 2007, p. 81). Thus, I now I understand why the CEO of HF initiated a training program. It was only through the process of education that a person’s mindset was transformed in order for it to be conformed to the social reality of the group. In the case of HF, the CEO sent expatriates to Asian factories and showrooms in order to demonstrate to the locals the essential ingredients of HF’s organizational culture. Part of the organisational culture at IKEA is the need to innovate and adapt to a changing world. When the company decided to adopt English as the official language of communication within the firm, it created a major disturbance within the company. But the leaders simply made the decision based on the culture of the organisation. Their group’s culture compelled them to make the necessary changes even if it was a difficult de cision to make.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Their headquarters is located in Sweden and therefore it was a difficult to decision to make. But the leaders knew that in order to improve their capability to serve their clients better, there is the need to improve the way they communicate as a group. Since there was the need to expand overseas it was just practical to adopt the English language as the official language of the firm. It is also important to point out that the establishment of organisational culture at IKEA was the by-product of the collective programming of the mind of the workers (Earley Sing, 2007, p.18). This process requires workers to understand that there were corporate ideals that they need to learn and value so that they become important and reliable members of the group. Organisational culture is important because it influences not only behaviour but also the morale of the workers (Moran Harris, 2007, p. 6). The leader must develop the appropriate strategy in order to unite and inspire a disparate group of people to work more efficiently. Part of the organisational culture at IKEA is the passion to learn and to innovate. This particular aspect of their culture is made evident during the regular meetings wherein employees are encouraged to learn from one another (IKEA, 2010). The desire to learn and to innovate is complimented with the founder’s reminders that people make mistakes. Kamprad told his employees that â€Å"Only while sleeping one makes no mistakes† (IKEA, 2010). As a result workers are inspired to find solutions to their corporate problems. Part of the culture of the company is their shared values of togetherness; cost-consciousness; respect. The company is always open to new ideas and they constantly seek ways to improve the business process of the group. It is not only important to establish the culture of the company. It is also equally important to sustain that corporate culture. IKEA was able to weather the storms but at its core, it remains the sam e organisation because according to Steen Canter, a former IKEA executive, Kamprad, â€Å"†¦has a core group of people who are culture bearers for the brand, who will go out and fight World War II for him† (Lavin Cohan, 2011, p.8). The strength of the company through its corporate culture is the main reason why this particular organisation can open 276 stores in 36 countries and yet maintain the same level of commitment, passion and success (Lavin Cohan, 2011, p.115). The importance of culture is more pronounced when it comes to international business because organisational culture collides with social norms and social values. The levels of culture discussed earlier are affected not only by corporate ideologies but also by the social forces that shaped that particular country and its people. This assertion is supported by a statement made by a management expert who wrote â€Å"The business of international business is culture† (Hofstede, 1994, p.1).Therefore, th e organisational culture of a firm is also affected by the values of the people and this is manifested in the way the workers and managers conduct their business. If a company is transplanted from its country of origin to an overseas branch the organisation is required to undergo a process of change. It is imperative that if investors are willing to finance a venture overseas, then, they have to know the requirements and one of the major requirements is the willingness to adapt to a new environment. The need to expand overseas coupled with a strong business foundation enabled IKAE to open stores in countries like Japan, Russia, and China (IKEA, 2010). It is important to point out that IKEA was able to sustain its organisational culture in the face of difficulties and social influences. They company was ready to expand overseas and when that day came they were able to increase their effectiveness and profitability. Kamprad is not only well-aware of the importance of organisational cu lture, he was also aware of the need to deal with the culture of a particular country. Kamprad fully understood that it is impossible to establish an IKEA store, say for instance in South Korea, top management of the company, down to the rank and file employees do not share the values that he believes in. Thus, Kamprad decided that every time he will open a store he will send only his veteran employees and reliable managers. The company is willing to spend extra money to send their best workers in order to teach new employees in an office located halfway around the world. The purpose of these employees sent abroad is to help replicate IKEA’s organisational culture in London, Tokyo, Sydney, Hong Kong, Seoul, and others. The expats will continue to work along side new recruits. They will not stop until local managers can handle the problem when they are no longer there to supervise them. Kamprad also understood the fact that it is impossible to establish organisational culture if the company failed to recognise the intricacies of social norms and values in a given area. The failure to understand culture in the context of social frameworks can mean conflicts that can easily destroy the stability of the company. It is therefore important for managers to understand the meaning of low-context and high-contact cultural patterns. An example of high-context cultural patterns can be seen in countries like Japan, Malaysia and Mexico (Cheng, 2003, p.4). An example of low-context culture can be found in European societies as well as English speaking nations like the United States and Australia (Cheng, 2003, p.4). Schein pointed out the different components of an organisational culture. But he was simply referring to a culture that is contained within a firm. Scheins framework was limited to the ideology and vision established by the founder of the firm or an influential core leader of the said organisation. But apart from the dynamics of business processes that occu rs within an organisation there is another kind of culture that operates within and without. This culture is related to the sociological aspect of the business environment and this transcends the boundaries of the firm. Nevertheless, there is a way to analyse the relationship of the culture of a particular society and the business environment (Ferrel Hopkins, 2003). One way to understand the connection between social norms and the organisations culture is through Hofstede’s The Five Dimensions of Culture. This framework is a helpful guide for multinational companies, corporate leaders, and employees sent to establish overseas operations. Conclusion The importance of organisational culture to create organisational change cannot be stressed enough. Organisational culture serves as the standard that can be used to regulate the behaviour of a group. It is important to point out that it is the leader who will create the necessary climate needed to empower workers and clients alik e. However, in order to produce change it is also important to deal with the culture of the place. References Cheng, W 2003, Intercultural conversation. John Benjamins Publishing, Philadelphia. Dunne, P, Lusch, R, Carver, J 2011. Retailing, Cengage Learning, Ohio. Earley, C Singh H 2000, Innovations in international and cross-cultural  management, Sage Publications, California. Earley, C Ang, S and Tan, J, 2007, CQ: Developing cultural  intelligence at Work. Stanford University Press, California. Ferrell, O and Hopkins, M 2011, Marketing Strategy. Cengage Learning, Ohio. Hogan, C. 2007, Facilitating multicultural groups: a practical guide. Kogan Page: London. Hofstede, G, 1994. ‘The business of international business is culture’, International  Business Review, vol.3 no. 1, pp.1-14. Hopkins, M 2007, Corporate social responsibility and international development.  Earthscan Publishers, Virginia. IKEA 2010, Sustainability report 2010. Web. Kotler, P Lee N 2005, Corporate social responsibility: doing the most good  for your company and your cause. New Jersey: John Wiley Sons. Lavin, J Cohan, P 2011, Export now: five keys to entering new markets. John Wiley Sons, New Jersey. Morgan, G 2006, Images of organizations, Sage Publications, California. Moran, R Harris P 2007, Managing cultural differences,  Butterworth-Heinemann, London. Schein, E 2010, Organizational culture and leadership. Jossey-Bass, California. Sethi, P 2003, Setting global standards: Guidelines for creating codes of  conduct in multinational corporations. New Jersey: John Wiley Sons.

Why I deserve to live essays

Why I deserve to live essays What we fear is not suffering or even death What we fear is that we have wasted life That our highest calling will go unanswered In a dream I met the most beautiful soul She whispered do you know what your purpose is? Than you must breath the love back into the world Becomes the consciousness of another. So fill the world with your awareness Of each and every soul you meet I remember thinking not too terribly long ago that I knew everything and I had it all figured out. I have traveled to many different places around the world. A couple of years ago I began to realize the world is not all about me and my life, and what mood I happen to be in at the time. I became aware that not only was I thankful to be here, alive, on this earth; but just how truly lucky I am that all of the circumstances aligned that I grew up in such a prosperous country, in a wonderful family, with the opportunity to fulfill my dreams. I feel I have an obligation to give back everything I have been given. The small box I was living in became opened. Opportunity and existence go hand in had. I have been placed on this earth with an incredible opportunity to leave a mark. I have been blessed with a wonderful family. The time I was little they instilled in me to achieve my goals, dreams, and passions I possessed. I realize now what a blessing that is to have such a support group that ha ...

101 Annotated Bib and Political Ideology Professor Ramos Blog

101 Annotated Bib and Political Ideology Using Sources Quick Write Do you think the average person is good or bad? Is human nature fundamentally good or bad? Any questions on research? Using Sources What are the ways you can use sources in your essay? Evidence Support Explain Provide information Examples Credibility Quotes Research data Ideas! Annotated Bibliography An annotated bib is a works cited or references page with additional information added to each citation. You begin with the correct reference citation for your sources. For this assignment we will have at least five sources. Here is a good explanation of  citations in MLA. Explanation and example of an  Annotated Bibliography  from Cornell Example 2  Annotated Bibliography  from Purdue OWL Here is the format: Author(s). â€Å"Article Title.†Ã‚  Source, vol. #, no. #, season year, pp. xx-xx.  Database,  URL. Example: Kong, Les. â€Å"Business Sources for Education Majors.†Ã‚  Education Graduate Students Journal, vol. 75, no. 4, 2014, pp. 12-19.  JSTOR,  jstor.org/stable/52506788. To each entry you will add the annotation, the paragraph or two that explains the source, why you are using it, and its reliability. Each professor you will have in the future may have specific guidelines for what to include in an annotated bibliographic entry. Always follow their instructions. For this assignment, you should include: Summary of Source, 2-4 sentences How you are using it in your report, 1-3 sentences Reliability of source, 1-3 sentences In total, you should have a short paragraph, 4-10 sentences, explaining the three points above. MLA Style We will be going over the 8th edition MLA citation Style. You can look under our  resources page  for MLA or APA guides. There are three things to consider for each style guide you use: Page Formatting In-Text Citations /References Page Here is a  Power Point presentation covering MLA style 8th edition  and the recent changes. Krikorian, Mark. â€Å"Two Immigration Priorities.†Ã‚  National Review, Dec, 2016, pp. 18-20, SIRS Issues Researcher,  www.sks.sirs.com. This article goes into detail on some of the other less talked about factors of the changes in how we deal with illegal immigrants under our new president and his policies. The author is the director of the Center for Immigration Studies so I assume he is a credible expert in immigration. I will use this source to get more specific in my critique of the border wall proposal. Krikorian, Mark. â€Å"Two Immigration Priorities.†Ã‚  National Review, Dec, 2016, pp. 18-20, SIRS Issues Researcher,  www.sks.sirs.com. This article goes into detail on some of the other less talked about factors of the changes in how we deal with illegal immigrants under our new president and his policies. The author is the director of the Center for Immigration Studies so I assume he is a credible expert in immigration. I will use this source to get more specific in my critique of the border wall proposal. In total, you should have a short paragraph, 4-10 sentences, explaining the three points above. Any questions before we move on? Why Rural America Voted for Trump Robert Leonard, â€Å"Why Rural America Voted for Trump† [p. 279] Democrats think people are fundamentally good. Republicans think people are fundamentally bad. Do   you think people are good? Jonathan Haidt: Can a Divided America Heal? 20 Minutes. Jon Haidt is a Social Psychologist. Write down anything you think is important or that stands out to you. Write down any words you don’t know so we can make a list for everyone. So the first thing that you have to always keep in mind when you’re thinking about politics is that we’re tribal. We evolved for tribalism. One of the simplest and greatest insights into human social nature is the Bedouin proverb: â€Å"Me against my brother; me and my brother against our cousin; me and my brother and cousins against the stranger.† Chapter 7, Who Cares? Chapter 7 explains the importance of addressing the â€Å"so what?† and â€Å"who cares?† questions when writing and making an argument. You essays will become stronger once you begin addressing these questions in your writing. The â€Å"who cares?† question considers who has a stake in the argument. The â€Å"so what?† helps the reader understand what the larger implications or consequences of the topic are. These questions work great in many parts of your essays. They are especially helpful for writers who struggle with introductions and conclusions. A good tip is to address these questions in the introduction and conclusions. Report Topic, So What? Who are the people that care about your topic? Who has a stake in the matter? Brainstorm for three minutes all the groups who have a stake in the argument. Homework Finish research on your topic Annotated Bib. Print and hand in.

Waitress Job Essay Example | Topics and Well Written Essays - 2000 words

Waitress Job - Essay Example Waitress is one of the oldest jobs in the catering industry. Though it has little history that can be attached to the development of the job, it has definitely undergone dramatic changes in the past to emerge as it is today. In this regard a waitress is basically involved in serving other people. As a waiter you understand that your duty is to ensure that you serve the needs of the customers. There are many tasks that a waiter is involved in while serving customers. It is the duty of a waiter to ensure that customer gets all what thy want while in the hall. This will vary from serving them with foods and drinks and other items that they require.I work for Jericho Terrace on Jericho turnpike in New York. This company operates in the catering industry where it offers services like weddings and other functional catering. The company has been in the business for number of years and has been able to cut a niche in the market. it has become a leading catering complain in New York offering service to a wide range of customers especially for wedding and other functions like end of year company parties and others. It is a part of the large hospitality industry which has been one of the rapidly growing sectors in the world fuelled by the increasing changes that have been taking place in the social life and increased demand of superior services in the market that meets the needs of the consumers.Waitress has been one of the pillars of the growth of the business since they directly determine the level of customer satisfaction. The survival of any business in the industry depends on the way in which it can meet the demands of the consumers in the sense that it have to serve the needs on the consumers and in a way that they need to be served. Therefore waitress who is in direct contact with consumers makes a lot of contribution in the way the customers will rate the services of the company and therefore how they will choose or recommend the company to another client in the f uture. Though not considered important as such, waitress is the most valuable assets that any catering business holds and which helps the business to move forward in the correct direction. History of the of the industry The modern catering industry has along history of development having evolved from the food industry in the early days. Catering industry has been developed in the last century but its history can be traced to many years ago and since the evolution of business. It is one of the most complex industries of all times. Food industry has been one of the growing industries in the world and has made a lot of contribution to the development of wealth in the USA. Since the development of agrarian practices in the world, there have been increased culinary practices although most of it was practiced in homes. But in the since the turn of the century, there was the development of commercial catering in which food was produced purposely for sale. Catering industry has been there but some of the development in the modern catering has only taken place in the recent past. While we may associate chefs and the culinary world with hotels, we should understand that restaurants and other catering have developed in the recent past. For the better part of our history, food preparation was centered in homes and on feasts and celebrations especially for kings or for other occasion. In America particularly, catering industry is still young and started its development only after the Second World War. It was only after the war that companies which had previously supplied foods in the world war began thinking of an innovative way to continue with their services. As the economy started to boom immediately after the war, there was increased demand of catering service in America and it is from there that these companies found a niche in the market. This was like a revolution as services which have been previously preserved for the rich and the wealthier suddenly became open to all people and there was a rapid rise

Personal Response to Poems Essay Example | Topics and Well Written Essays - 750 words

Personal Response to Poems - Essay Example As do the plums, with their taut skin and juice, the tart flesh, all connected to the word 'delicious', suggesting a sensual, selfish, joyful gluttony, which children often indulge in. It makes me want to laugh, it is almost naughty. In Mary Oliver's 'August', the imagery here combines a joy of eating fruit again, but shows a child happy with nature and its own company, a pleasure in just 'being', conjured up in the way the poet says 'my body accepts what it is'. 'The Word Plum' stands out as concentrating entirely on the fruit and the sensations it elicits, while the others give more descriptive and external images to link the fruit and the child to an environment. In Roethke's 'My Papa's Waltz', there are sad and slightly dangerous undertones. The feeling aroused here is one of concern for the potential destruction of the little boy's happiness. I begin to become worried for him, despite his enjoyment and excitement, as something unpredictable and frenetic is present, I think the whiskey smell alerts me to this feeling. The words 'But I hung on like death' are significant, this father is creating mayhem, wrecking the room, and the child is half-delighted, half-fearful of the final outcome. But for love of his father, he suffers this delicious fear, as well as the buckle scraping his face. Even more sad is Robert Hayden's 'Those Winter Sundays'. I think of the fathers who work so hard and do so many unnoticed kindnesses, who are taken for granted. The child does this, the voice of the poet as a man, is filled with regret. There is also a feeling of potential disturbance expressed in the words 'and slowly did I rise and dress fearing the chronic angers of that house'. The last two poems of this group, while recalling childhood memories, suggest a more mature understanding, an awakening to the dangers which can effect the happiness of a child. They also make me think that with this awareness comes the realization that there are things a child cannot control or fully understand, but that despite this, they will try to remain h appy, to keep their innocence intact. All the poems suggest love is abundant, in various forms. The next group of poems also speaks of love, with many facets depicted, but it is the grown-up reality of the ways of the world which are portrayed. Marilyn Hacker's 'Villanelle' shares, I think, the discovery of young, physical love and tries to deepen understanding of how it takes over ones life, as in 'routines are harder to perpetuate.' It brings out a feeling of striving for what cannot be fully understood or attained; complete possession of another, because the separation may be as much mental as physical. Louise Gluck seems to echo this in 'Parable of Faith'. The other three poems seem to be more mature, or have more certainty, without losing the wonder of being in love, or loving deeply. For example, 'Love Poem' by John Frederick Nims tells of somebody accepting the beloved's faults or apparent inadequacies, the small, everyday things that do not really matter, because the essence of the person is far greater than these, and he loves her for that. 'With words and people and

Career opportunities- Sports information director and Media relations Essay

Career opportunities- Sports information director and Media relations coordinator - Essay Example should possess good verbal and written communications, interpersonal relations, good presentation skills, and ability to work a flexible schedule (Gresham, 2015). According to Gresham (2015), to become a sports information director, one needs to pursue a degree in marketing, communication or sports. Further, one needs to get certification from the College Sports Information Directors of America to show that one has knowledge and acumen to succeed. The media relations coordinator acts as the principal point of contact for all public and media relations efforts. They engage in shaping and propagating the broad communication strategies that will influence the audiences (Loughborough University, 2010). The entry level of a media relations officer includes a bachelor’s degree in communication, public relations or any other related field. One also needs knowledge and experience with media monitoring software, online media databases, excellent attention to details, and proficiency in computer skills, ability to work independently, excellent written, verbal and interpersonal communication skills and good networking skills (Marketing Schools.org., 2012). To become a public relations coordinator, one needs to go through the general education. The person should have the ability to communicate fluently both in writing and in speech. One should also get training in marketing, communications and writing. Additionally one should be networked by joining the Public Relations Student Society of America. One should also get to go for internships while in school to gain the hands-on knowledge (Marketing Schools.org.,

Discrimination and Racial Profiling Coursework Example | Topics and Well Written Essays - 250 words

Discrimination and Racial Profiling - Coursework Example The categorization of people based on their race has resulted in numerous problems starting in the 17th century all the way to the 21st century. It promoted slave trade, especially for Africans. This explains why the African-Americans are the most segregated group in the U.S (Klein, 2012). After being arrested, a black person is 33% more likely to be incarcerated as compared to the whites. An African-American is 30% more likely to drop out of school than the whites and 21% than the Hispanics or Latinos. In the same way, the police are likely to pull over and frisk either blacks or Latinos than whites. In the city of New York, 80% of the police stops made were for African-Americans, 60% for Hispanics, and 12% for whites. In 2013, the U.S Sentencing Commission reported that blacks received 11% longer than whites for similar crimes than whites. In the same way, the black drug offenders were 20% more likely than whites to receive mandatory minimum sentences (Alexander, 2013). To that eff ect, the blacks remain the most discriminated ethnic group. As the most segregated minority groups, the blacks have been forced to give up their culture so as to participate in the mainstream American life. Recent studies have indicated that 75% of the black ethnic minority experience unemployment. Furthermore, their health and education facilities are poorly equipped than the white’s who are considered the majority community and superior (Waters,

Disscusion Essay Example | Topics and Well Written Essays - 500 words - 10

Disscusion - Essay Example The CDF (2014) affirms that no cases of the new H7N9 virus have been detected in people and birds within the United States. A number of avian influenza viruses have been able to cross the species barrier on a few occasions with the effect of having a varying impact on human health. Kreijtz et al, (2013), point out that the majority of the humans infected with avian virus have presented with severe viral pneumonia before they eventually became critically ill. These symptoms are supported by findings by the CDC (2014) which reports that while some relatively mild cases of human H7N9 infection have been reported with most of these patients being diagnosed as having severe respiratory illnesses, an alarming one-third of infections result in death. The pandemic potential of the H7N9 virus is evidenced by the fact that the estimated mortality rate of one-third of infected patients provided by the CDC (2014) is found to be similar to the results of an epidemiologic study that was conducted on 82 confirmed cases of persons infected with the H7N9 virus in china by Li et al. (2013). In the study, it was found that the mortality rate for the disease was at about 21%, however, Li et al, (2013), highlighted the fact that this percentage was quite likely to increase as most of the patients in the study who were confirmed as having the H7N9 virus infection remained critically ill. Attempts to try and control the spread of the avian A (H7N9) virus by the controlled culling of birds in affected areas might not be particularly successful as is shown by the results of a study conducted by Olson et al, (2013). In the study, the researchers established that controlling human infection with the H7N9 avian influenza subtype by the culling of birds might prove to be quite challenging as a result of the probability that some of the infected domestic flocks might be asymptomatic. Olson et al, (2013), also

The retail mix analysis for Zara in uk Essay Example | Topics and Well Written Essays - 3000 words

The retail mix analysis for Zara in uk - Essay Example Competitive Advantage in Zara Zara in the United Kingdom is a successful Fashion that has been in existence for over five years and has kept a high profile as a supply chain. The administration of Zara has been reporting the contributing factors to the retailer’s achievements as the use of modern information exchange. The first element of competitive advantage of Zara is majorly proper monitoring and study of the dynamic consumer needs. Zara through the Marketing Department conducts systematic research on the specific needs of the fast fashion consumers in order to provide relevant services and design items (Tadros, 2010). This has led to sustainable business due to unique designs and fashions for customer orders. The second aspect of competitive advantage is Financial Leveraging. Zara through partnership with other fast fashion retail chain stores in the UK manages to access adequate funding for its production and operational costs. This enables Zara to triumph against its cl ose competitors such as Top-Shop and Mango. Partnership enables Zara to spread its financial obligation and deficits that may arise to the partners and eases the financial burden of entire organization (Laermer & Simmons, 2007). Thirdly, Zara has a systematic and strategic implementation of the fast fashion model, which allows flexibility of decision making by allowing members staff to get involved in decision making indirectly through contribution of ideas. As this takes place, and indeed, it really happens, it applies creativity, technicality and excellence in production among other departments through the sharing of information. Fourth, Zara exercises teamwork (Pahl & Mohring, 2009). As they work in a big team, the members of staff nurture the potential to make valid decisions and at the right speed. It also becomes easier to implement the emerging needs for changes in the manufacturing sector in a profound fast fashion system. The team building takes the decision makers through the ordinary models to construct aspects of flexibility in the lines of production. Finally, there is a perpetual accessibility of information, which makes Zara to predict the future market needs based on the changes in fashions and styles in the rapidly transforming markets and the changing trends of economic development. 2. SWOT Analysis of Zara 2.1. Strength Zara has a number of strengths that enables it to have an upper hand against its competitors. First, Zara is able to access large quantities of stock based on its leveraging and access to finances. It is a boosting factor for its production targets, by which it stands to gain through the economy scale. Majority of its competitors do not have stable cash flow, hence they do not hold as much stock as Zara (Kardes et al., 2011). An Example of such competitors is Mango. The second strength for Zara is the establishment of market and research through which it produces relevant and fast moving products and services. Zara keeps a go od track of the market products and identifies the relevant needs and specifications of customers. Zara does a proper market study through its marketing promotions and gathers the consumer opinions to enable the production sector to adopt the emerging customer requirement. Fast fashion business has thus favored Zara since it began its implementation of flexibility in production brands. 2.2. Weakness Zara, like other fast fashion chain stores in the UK has its weaknesses, which poses a risk of losses and a

Discrimination and Racial Profiling Coursework Example | Topics and Well Written Essays - 250 words

Discrimination and Racial Profiling - Coursework Example The categorization of people based on their race has resulted in numerous problems starting in the 17th century all the way to the 21st century. It promoted slave trade, especially for Africans. This explains why the African-Americans are the most segregated group in the U.S (Klein, 2012). After being arrested, a black person is 33% more likely to be incarcerated as compared to the whites. An African-American is 30% more likely to drop out of school than the whites and 21% than the Hispanics or Latinos. In the same way, the police are likely to pull over and frisk either blacks or Latinos than whites. In the city of New York, 80% of the police stops made were for African-Americans, 60% for Hispanics, and 12% for whites. In 2013, the U.S Sentencing Commission reported that blacks received 11% longer than whites for similar crimes than whites. In the same way, the black drug offenders were 20% more likely than whites to receive mandatory minimum sentences (Alexander, 2013). To that eff ect, the blacks remain the most discriminated ethnic group. As the most segregated minority groups, the blacks have been forced to give up their culture so as to participate in the mainstream American life. Recent studies have indicated that 75% of the black ethnic minority experience unemployment. Furthermore, their health and education facilities are poorly equipped than the white’s who are considered the majority community and superior (Waters,

The retail mix analysis for Zara in uk Essay Example | Topics and Well Written Essays - 3000 words

The retail mix analysis for Zara in uk - Essay Example Competitive Advantage in Zara Zara in the United Kingdom is a successful Fashion that has been in existence for over five years and has kept a high profile as a supply chain. The administration of Zara has been reporting the contributing factors to the retailer’s achievements as the use of modern information exchange. The first element of competitive advantage of Zara is majorly proper monitoring and study of the dynamic consumer needs. Zara through the Marketing Department conducts systematic research on the specific needs of the fast fashion consumers in order to provide relevant services and design items (Tadros, 2010). This has led to sustainable business due to unique designs and fashions for customer orders. The second aspect of competitive advantage is Financial Leveraging. Zara through partnership with other fast fashion retail chain stores in the UK manages to access adequate funding for its production and operational costs. This enables Zara to triumph against its cl ose competitors such as Top-Shop and Mango. Partnership enables Zara to spread its financial obligation and deficits that may arise to the partners and eases the financial burden of entire organization (Laermer & Simmons, 2007). Thirdly, Zara has a systematic and strategic implementation of the fast fashion model, which allows flexibility of decision making by allowing members staff to get involved in decision making indirectly through contribution of ideas. As this takes place, and indeed, it really happens, it applies creativity, technicality and excellence in production among other departments through the sharing of information. Fourth, Zara exercises teamwork (Pahl & Mohring, 2009). As they work in a big team, the members of staff nurture the potential to make valid decisions and at the right speed. It also becomes easier to implement the emerging needs for changes in the manufacturing sector in a profound fast fashion system. The team building takes the decision makers through the ordinary models to construct aspects of flexibility in the lines of production. Finally, there is a perpetual accessibility of information, which makes Zara to predict the future market needs based on the changes in fashions and styles in the rapidly transforming markets and the changing trends of economic development. 2. SWOT Analysis of Zara 2.1. Strength Zara has a number of strengths that enables it to have an upper hand against its competitors. First, Zara is able to access large quantities of stock based on its leveraging and access to finances. It is a boosting factor for its production targets, by which it stands to gain through the economy scale. Majority of its competitors do not have stable cash flow, hence they do not hold as much stock as Zara (Kardes et al., 2011). An Example of such competitors is Mango. The second strength for Zara is the establishment of market and research through which it produces relevant and fast moving products and services. Zara keeps a go od track of the market products and identifies the relevant needs and specifications of customers. Zara does a proper market study through its marketing promotions and gathers the consumer opinions to enable the production sector to adopt the emerging customer requirement. Fast fashion business has thus favored Zara since it began its implementation of flexibility in production brands. 2.2. Weakness Zara, like other fast fashion chain stores in the UK has its weaknesses, which poses a risk of losses and a

Can international law change the world Essay Example for Free

Can international law change the world Essay Sir Christopher John Greenwood was born in 1955. Currently he is a judge of the ICC whereby he was elected to the position on 6th November 2008. Before being elected as an ICC judge, Sir Christopher John Greenwood was a professor at London School of Economics where by taught international law. In addition, he was a barrister who most often made appearance before the international court of justice, the English Courts and the European Court Of Human Rights among other tribunals. During an interview as evidenced in the video, Judge Sir Christopher John Greenwood puts it clear that the international law has the power to change the way world operates. He further argues that, while each system of the national law strives to regulate affairs within only a single society, the international law has the concern of the whole world. In contrary, judge Sir Christopher John Greenwood argues that, though the international laws has the power to change the world and the way different systems of the world operate, there is yet no methods of enforcement available to the national legal systems. According to Sir Christopher, the international law can change the security and political stability of the different nations of the globe if only there could be efficient and effective measures put in place that would ensure the different national systems comply. Moreover, Sir Christopher says that if the different national systems could comply with international laws like those concerning weapons and international peace, international health like those stipulated in the world health organization (WHO) among other laws made to ensure that the social welfare of the different socio-economic classes of people would change the world to a greater extend. In addition to this, Sir Christopher further argues that following compliance to the different international economic laws would change the way business is carried globally by different nations. Compliance to the international laws would make the transactions between different nations secure since are governed. Moreover, international economic laws would standardize how business is carried in the world. In a broad spectrum, the international laws can only change the world if the different nation systems comply. It will be of great importance if the different world systems comply to the international laws for better so as to steer development through trade standardization among other things. References Source document

Slogans Used By Indian Brands

Slogans Used By Indian Brands on their role in advertising effectiveness, Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. This paper explores whether the use of slogans for Indian brands can play vital role in advertising effectiveness, and tells what message to be conveyed by the use of slogans and by what features the slogans should be made to make them effective . Key words: Advertising Slogans Nomenclature Criteria Effectiveness Slogans used by Indian brands: A brief analytical study on their role in advertising effectiveness CONTENTS: ADVERTISING MESSAGE NOMENCLATURE OF SLOGANS CRITERIA FOR A WINNING SLOGAN DISCUSSION CONCLUSION REFERENCES ADVERTISING The word advertising is derived from the Latin word, advertero which can be broken into ad and verto means towards and I turn respectively. Literally it means to a specific thing. The definitions committee of the American Marketing Association (AMA) defined (1960), advertising as any paid form of non-personal presentation of idea, goods or service by an identified sponsor. Advertising is purposeful communications designed with a view to specific objectives. Advertising attempts to persuade prospective buyers to buy a product/service. Stanton observes that advertising consists of all the activities involved the presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea. The message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Hausen says that advertising includes those activities by which visual or oral messages are addressed to the people for the purpose of informing them and influencing them either to buy merchandise or service or to act or be inclined favorably towards idea, institutions or persona featured. In contrast with publicity and other forms of propaganda, advertising messages are identified with advertiser either by signature or by oral statement. In further contrast to publicity, advertising is a commercial transaction involving payment to publishers or broad casters and others whose media are employed. Shapiro defines advertising as a non-personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. Advertising according to Kotler is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Thus in developing an advertising program one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5 ms (Mission, Money, Message, Media and Measurement) of advertising shown in below figure 1: Message Generation Evaluation Selection Execution Social Responsibility Mission Sales goals Advertising Objectives Money (Budget) Factors determining budget are Stages in PLC Mkt share consumer Base Competition Ad frequency Product substitution ability Media Reach, frequency impact Major media types Specific media vehicles Geographical medium allocations Social Responsibility Measurement Communications impact Sales impact Fig. 1 : The five Ms of Advertising MESSAGE Message is a product of creativity. Creativity is the ability to produce original ideas. Creativity influences advertising much before visualization and copy writing. Planning of the ad, takes a great deal of creativity. Message should consist of the following elements shown in the following figure 2. Message Non-verbal Elements Music Color Trade mark / Brand mark Picture Unusual sound etc. Verbal elements Headlines Sub heads Body text Slogans Right proportion of each results in Creative mix Fig 2. Elements of Message-Creative-mix The verbal elements and nonverbal elements in the right proportion (given the product, target market, and other things) results in the creative mix which create more attention value for the advertiser. A brief description the elements of message are presented as follows: Music Music has high attention value and is capable of arousing emotions. Mostly, life-style advertising adopts this format. It is popularly used for personal care products, soft drinks and so on. This format makes audience remember the brands and the company. Recall of ad by consumers even amidst busy life actively, is possible owing to music insertion. Color Colors are often used to attract the attention and also to introduce memory value. Color possesses three qualities or attributes namely (a) the symbolic hallmark of Quality (hue) (b) the degree of lightness or darkness of a color (value) (c) intensity or purity of hue or the strength of a color (chroma). Trademarks / Brand Marks / pictures These also checked with the intention of relating the ad to the company or product and hence more memorability is possible. Unusual sounds These play an important role in the creation of more attention value and memorability for example, Lijjat papad ad carries at the end of the ad unusual sounds being produced by the pet animals. Headlines sub heads Usually headline appears at the top of the body-copy but is not always. In some cases, headlines appear at the bottom or middle space of the ad. Generally, it is set in bolder and larger type and its short and drags the reader to the body text. When body text is lengthy, the message is divided into paragraphs and each is given a subhead to highlight the theme of the paragraph. Body Copy It forms the main part of the ad apart from visual elements, headlines and captions. The size of the body text differs from ad to ad and some ads may contain a shorter body text and for some other, it will be larger. For technical products, generally the body text is lengthier. Slogans A distinctive catchy phrase that serves as a motto for a campaign brand, or company. It is used across a variety of marketing communication messages and over an extended period of time. Slogans are a short phrase used in part to help establish an image, identity or position for a brand or an organization, but mostly used to increase memorability. (Gurnn, Allen, Semenik, Thomson south-western, Vikas publishing house, ND, 2003). In other words, slogan is a set of short, simple, clear catchy and colorful words used to attract and hold the attention of the customer. The slogans should be short, direct, sweet, easily pronounceable, easily remembered, time proof and yet pleasing to ears. It is a concise but an effective way of telling an idea. Slogans also facilitate the conduct of tests of marketing research. The purpose of which is also called a strap line, in an advertisement is to leave the key brand message in the mind of the target (Foster Timothy R V, Ad slogans unlimited). NOMENCLATURE OF SLOGANS Slogan nomenclature varies from place to place. In many parts of the world and also generically, they are called slogans. In the USA, they are tags and taglines. In the UK, they are end lines, endlines or strap lines. In Germany they are called claims where as in France signatures. In the Netherlands, slogans are called payoffs. By and large, slogans are treated as trademarks. CRITERIA FOR A PERFECT SLOGAN Charless L Whittier in his book Creating Advertising says slogan should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worth while for the public to remember, and is phrased in such a way that the public is likely to remember it. Foster Timothy has proposed the principles of framed dos and donts a perfect slogan as follows: A Slogan should be memorable When a person is able to recall the line without any aid, the slogan is said to be memorable. The more the repetition of the slogan the more is its memorability. It also depends on the brand heritage and the big ideas conveyed successfully through advertisements. Further interest-provocative and contextual illustrations or story, alliteration, specially coined words, puns, antithesis and rhymes are good ways of making slogans memorable. Tongue- friendly phrases and happy brand experiences make the slogan memorable. Brand equity is a function of memorability. Memorability improves the shelf life of a slogan. A few cases of rhyme-filled and memorable slogans are hereunder: Examples Alliteration: Syndicate Bank: Reliable, responsible (CFA, Jan 2003) ICICI Bank: Safer, simpler, smarter (Eenadu, 13-2-2003) Rhymes: Andhra Bank: First in Service Best in banking (CFA Jan 2003) Canara Bank: Serving to grow Growing to serve (FE Feb 2003) Puns : ACC cement : Double action, longer life (DC, 14-02-03) Amway : Better ideas, better life (TOI 16-02-2003) A slogan should aid in the recall of the brand name By reading the slogan, one should be able to remember the brand name of the product/ company. Ideally the brand name should be included in the slogan. The best way for bringing the brand name into spotlight is to frame the slogan with a rhyme in it. For example: Brand name : Maruthi zen: just add zen to your life (BT 02-02-03) Yamaha Enticer two wheeler: Blue blooded yamaha (TOI 4-2-03) National school of banking: At NSB we teach success (TH 10-2-03) Rhyme: ESPN channel: Think better, win bigger (TH 8/2/03) Thomos cook (Tourism) : Best holidays, honest prices (TOI 3/2/03) Vellore institute of Technology: A place to learn, a chance of grow (TH 5/2/03) Amarraja Batteries: lasts long, really long (India Today Jan 20/03) A slogan should contain a key benefit Many advertisers include key benefit in the slogan to convey about the benefit to the consumer in a concise way. For example. Key benefit Product/company Slogan Source Safety for the investment Mutual fund (First India MF) Where safety comes first Brand Equity quiz book Jan 2003 Prosperity Can Bank MF Together for long term prosperity Fortune India Jan 31-03 Better training Amity B-Schools We nurture talent TOI 3/2/03 Quality of life GE country wide consumer financial services (personal loans) We bring good things to life. DC 10/02/03 Mileage TVS Suzuki victor More smiles per hour TOI 11/2/03 New things National Geographic TV channel Before we make programme, we make history National Geographic Channel A slogan should differentiate the brand A slogan should depict a characteristic about the brand that sets it apart from its competitors. For example. SOTC world Famous tours: the smartest way to see the world (TH 3/2/03) HSBC Bank : The worlds local Bank (Readers Digest Jan 03) Western Union : the fattest way to receive money world wide (TH 3/2/03) Kurlon mattresses : Pure sleep nothing else (Readers digest Jan 03) Voltas AC : Acs with IQ (TOI 14/2/03) The Indian express newspaper : Journalism of courage, (Network magazine Jan 03) Sansui TVS : Better than the best (DC 3/2/03) SERVO (lubricants) : World class engine oils (CFA Jan 03) JK Tyres : total control (BT 2/2/03) A slogan should invoke positive feelings about the brand A slogan should invoke positive feelings about the brand by conveying the benefit/comforts or the uses of the product/service in a compact form. For example. Yashoda hospital (Super specialty) We hope you will never need us, TH 8/2/03 Apollo Hospital Touching lives DC 5/2/03 Oyzterbay (Jewellery) Jewellery for the living TOI 10/2/03 Air Sahara Emotionally yours TH 11/02/03 Cathay pacific (Air liner) Now youre really flying Bran Equity Quiz book July 03 State Bank of India With you all the way, Readers digest Jan 03 HDFC (Home loans) With you right through, TOI 3/2/03 JK Papers Creating lasting impressions, BT 2/2/03 South Eastern Railways Striving for excellence , DC 16/02/03 Birla Ready mix concrete for construction concrete on call, TH 13/02/03 Global hospitals Medical Excellence through team work. TH 16-02-03 Salora (TVS) The perfect match, TH 16/2/03 LIC (Jeevan Suraksha) Self reliance for life, TOI 14/02/03 Zurich India Building a worry free world, TOI 6/2/03 A slogan that is reflect the brands personality Personality implies habitual patterns and qualities of behavior of any individual as expressed by physical and mental activities and attitudes, as well as distinctive individual qualities of a person consider collectively. For example: Idea Cellular Idea prepaid card: An idea can change your life DC 6/2/03 Network associates (network security ) :your network our business, Data quest Jan 31-03 LG Electronics : Expand your life DC 4/2/03 ICICI Prudential (Life Insurance) :We cover you, At every step in life TOI 4/2/03 New City Hospitals Secbad :Treating you with care Indian Express 4/2/03 SBI (Life Insurance): with us, youre sure TOI 5/2/03 HDFC Bank (Credit Cards) : we understand your world TH 14/2/03 Khazana furniture: your status, your taste your class, Our solution, TH 15/2/03 Franklin India Blue chip Fund (MF) : Performing consistently for you TH 17/2/03 Financial Express: What people in the chair gave on their table FE 1/2/03 Eureka Forbes (Aqua guard water purifier) : your friend for life, Brand Equity quiz book Jan 03 IFFCO -TOKIO General insurance: the life you deserve BT 2/2/03 Birla sun life insurance : Your dreams our commitment. BT Jan 20/Feb 2 2003 A Slogan should be strategic Some companies convey their business strategy may effectively through the use of slogans, such as BSNL (telecom) : Connecting India, TH, 8/2/03 Vignan Schools : Global standards, India values TOI 8/2/03 Hindalco (Aluminum) : World Class Quality TOI 9/2/03 Siemens (Telecom) : Global network of innovations DC 17/2/03 Patni computers : World wide partnerships World wide solutions ,TOI 5/2/03 Matrix labs : Chemistry together TH 5/2/03 Wipro (Soft) : Applying thought TH 5/2/03 Nokia (Cell phones) : connecting people ET 5/2/03 Malaysia Airlines: Going beyond expectations, BI Jan 20 Feb 2 03 Jagan Institute of mgmt: Developing the corporate leaders of tomorrow , Indian mgmt Jun 03 UTI (MF) : For you better tomorrow, CFA Jan 2003 A slogan should be campaignable When the slogan works across a series of advertising executions, the slogan said to have some shelf life. For different ads with different story boards, if the same tagline used, the tag line said to be campaignable. For example: Pepsi (Soft Drink) Yeh dil mange more Telcos Tata Indica More car per car Reliance infocomm Karlo duniya mutti mein Nokia cell phones Connecting people BSNL (telecom) Connecting India Wipro Soft Applying thought Boost (energy drink) Boost is the secret of our energy Raymond Garments clothes The complete man H BO (TV channel) Simply the best Voltas (ACs) Acs with IQ A slogan should not be usable by a competitor One should not be able to substitute a competitive brand name and use the slogan. Further a little modification in the line which does not lead to any change in the theme conveyed by the companies. For example Nokia (Cell phone): Connecting people ET 5/2/03 BSNL (Telecom): Connecting India ET 5/2/03 SBI (Home loans): with you all the way , Readers Digest,03 TATA AIG (Insurance): with you always, BI,Jan20-Feb 2,03 HDFC (Home loans): with you, right through, Readers Digest Jan 2003 LIC (Insurance): with you all the time , FI,31/1/03 Bank of Baroda: Banking on Relationships, BI Jan 20 Feb 2 03 The Ohanalakshmi bank Ltd : Relationships forever, Fortune India 31/1/03 AIMA: Excellent in mgmt, CFA Jan 2003 ICFAI: In search of excellence, India Mgt Jan 2003 Slogan should be original Originality is king. Originality stands out. Originality improves the chances of impressing the message on target group. But, originality is hard to come by except with creative process. For example: Business Today (Business magazine): For managing tomorrow BT any issue Maruthi (Wagon R): Inspired Engineering Readers Digest Jan 03 Telco (Tata Indica): More car per car TOI 3/2/03 Pepsi (soft drink): Yeh dil mange more TOI 5/2/03 Sansui (TVS): Better than the best DC 3/2/03 Philips (TVS): Lets make things better, TOI 3/2/03 Ing vysya: Adding life to insurance ,Brand Equity quiz book, Jan 2003 MRF (Tyres): Tyres with muscle Eenadu 1-2-03 Slogan should be simple Simple means it should be short and in simple word so that the target market understand and get impressed. Being simple excludes many things. conversely accommodating too many meanings in a simple phase requires high thoughtfulness. But the most common folly is missing out the best in the endeavor to express the best. Simple words can tell simple things but not big ideas. Being too simple is tantamount to mediocrity unless some rhythm, rhyme and magic are built in to it. Let us look at a few practices. DHL Worldwide Express (Cargo): The pulse of business, TOI 28/1/03 Amity B-School: We nurture talent, TOI 3/1/03 Fenna (India ) (Industrial product) : Fit and forget BW 17/2/03 Andhra Bank (Credit Cards):First in service best in banking, CFA Jan 03, Eureka Forbes (Aqua guard water purifier): your friend for life , Brand Equity quiz book Jan 03 LG Electronics (Electronics): Expand your life , DC 4/2/03 Thompson (TVS): Happy technology to you, TOI 3/2/03 Slogan should be neat A neat slogan helps portray the product progressively in the punters perception. For example: PC Quest (computer magazine): Enhance your computing, PC Quest any issue Nestle (Nesthum): Light Nutritious TH 30/1/03 Britania (biscuits): Eat healthy, think better TH 6/2/03 Slogan should be believable Poetic expressions and exaggeration is seen on the endlines, such as: HSBC Bank (Credit Cards): The worlds local bank , Readers Digest Jan 03 Aaj Tak (News Channel) : The nations best news channel BT 2/2/03 Seagrams (Music products) : Above it all BT 2/2/03 Mahindra Mahindra (Scorpio Zeep): Nothing else will do, BI Jan 20 Feb 2m 2003 Sansui (TVS): Better than the best, DC 3/2/03 Servo (Engine Oil): World Class engine oil, CFA Jan 2003 LIC (Komal Jeevan): Zindagi ke saath bhi, Zindagi ke baad bhi, Brand Equity Quiz Book, Jan 03 Firmly anchored on truth, honesty and simplicity, the phrases lend themselves to be believable. Overstatement as well as understatement will stifle believability. Take a look at a few cases. Slogan should help when customer ordering the product or service Slogans distinguish some from the other in the product line or choice set. They facilitate customers communication with the selling, obviating wrong shipments. The cases in point are: BMW : I want to have the ultimate driving machine , AXN Channel Weight watches: Give me taste, Not waist, HBO Channel (Meals) Fed Express: why fool around with anyone else, HBO Channel Slogan should not be in current use by others The more different users of a slogan, the less effective it is. Banker and insurance companies and also telecom companies use more or less same meaning giving or with same words in their slogans. The mission, strategy and message of two brands may be the same. But each of them should occupy a distinct slot in the consumers mind. This is what brand positioning is all about. The slogan in most cases expresses its position. If the positioning is proper, this slogan will not be in current use by any other brand. Take a look at a few cases. AIMA (B-School): Excellent in management Indian mgt Jan 03 ICFAI (B-School): In search of excellence, TH, SBI (Home loans): with you all the way Readers Digest Jan 03 HDFC (Home loans): with you right through TOI 3/2/03 LIC (Insurance): with you all the time Fortune India 31/1/03 TATA AIG (Insurance): with you always BI Jan 20-Feb 2 03 Bank of Baroda: Banking on relationships, CFA Jan 2003 The Dhana Lakshmi Bank ltd: Relationships for ever, CFA Jan 2003. Slogan should not be bland, generic or hackneyed Slogans that are bland, nedolent of mom and aprole-pie, clearly suffer a weakness. Almost any brand could use these lines and lines are dull and monotony. For example. UTI (MF): For you better tomorrow, CFA Jan 2003 Union Bank of India: Good people to bank with, Readers Digest Jan 2003 AIMA B-School: Excellence in mgmt, Indian Mgt Jan -03 GE Country wide Consumer Financial Services: We bring good things to life, DC 10-2-03 West Bengal IDC: Making things happen, Indian mgmt Jan -03 Slogan should not prompt a sarcastic or negative response Malaysia Airlines: Going beyond expectation , BI Jan 20/Feb 2 2003 (Expectations differ from passenger to passenger) Fiat Palio (4 wheeler): Technology to the max, DC 6/2/2003 (Can you define the max limit of the Technology) Ing Vysya life insurance : Adding life to insurance , Brand equity quiz book Jan 2003 (How can it be possible?) Slogan should not be pretentious This is called pomposity test. Promise less and deliver more mind set leads to high customers satisfaction. Promising what is not possible will only result in fast slide of the brand along graph line of satisfaction and loyalty to customers. A slogan should give the true spin of importance for example: IIPM -B School: What we teach today the other adopt tomorrow Community (Digital copier): We are in your corner, BI, Jan 20 /Feb 2003 Birla sun life insurance: Your dreams our commitment, BI Jan 2/Feb 2 2003 AFL private (Cargo): Where movement is a science, FI 31/1/03 Slogan should not be negative Negative Advertising is hard to justify and some times the negative slogan confuse the customer, such as Yashoda Hospitals: We hope you will never need us, TH 8/2/2003 Slogan should not neck of corporate waffle, hence sounding unreal For example DSP Merrill lynch (MF): Bullish on life, TOI 11/2/03 (Onida) MNC Electronics (Black TV): It will change your world DC 3/2/03 KLA Electronics (UPS): Leadership beyond compare, Data Quest 31/1/03 South Eastern Railways: Striving for excellence DC 10/2003 Slogan should not be a so what ? or Ho-hum statement For example Bharat overseas Bank Ltd, A bank owned by 7 banks (so what ?), CFA Jan 2003 Slogan should not make you say oh yeah For example: Apex Academy (IIT /JEE coaching): We take your career as seriously as you do! TOI 10/2/03 (o w yeah!) Videocon (Electronics): Technology for health and pleasure, Brand Equity Quiz Jan 03, (oh yeah!) Patni computers: world wide partnership, world wide solutions,TOI 5/2/03 (oh yeah!) Slogan should not be meaningless and complicated or clumsy For example AFL Private (Cargo): Where movement is a science, FI 31/1/03 Yamaha (Enticer 2 wheeler): Blue blooded Yamaha, TOI 4/2/03 Slogan could be trendy It implies that a slogan should be as short as possible Single word slogans are : Compaq HP: Invent , Data Quest 15/1/03 Apollo Tyres: unstoppable , BI Jan 20/Feb 2 2003 Two or three words slogans and three terse ideas such as: The new Indian express (news paper ): Sarvathra Vijayam Newspaper any day Business Today: For managing tomorrow , BT any issue Maruthi Vagon R: Inspired Engineering, Readers Digest Jan 2003 LG Electronics: Expand yourself, TOI 3/2/03 Syndicate Bank: Reliable, Responsible, CFA Jan 2003 Jaypee institute of mgt : Education, Enlightenment, Empowerment, TH 12/2/2003 Khazana Furniture: your status, your taste Your class, our solutions,TH 15/2/03 DISCUSSION AND CONCLUSION Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. Slogan framing if interested to ad-hoc advertising professionals will be ill-fated unless the professionals are thoroughly familiar with the brands and its strategization through their long association with the brand. Focus on slogan making is focus on an area of paramount importance since it touches on strategization and communication. The analysis has boiled down to identification of chief functions of a slogan and critic for effective slogan. The functions of an effective slogan are: Credibility b) Convenience of recall c) Communicational ease d) Creative distinctiveness which is called 4Cs testing framework. 4Cs testing framework can not only help evaluate the effectiveness of a slogan but also create a new winning slogan. The first and foremost function of slogan is establishing as well as maintaining credibility for the brand. Timothy prescribes that it should be believable, should not be pretentious, should not be unreal, capable of invoking positive feelings, tout key benefits, represent personality of the brand and trigger deep strategy oriented thought process. Secondly, the slogan should help recall the brand name and the slogan itself. The prescriptive phrasing is that the slogan should be memorable, simple, and neat and reflect brands strategic orientation. Thirdly, the slogan should be of high creative distinctiveness, which of course is a product of high-rung creative thought process. The prescription for achieving this functionality is that the slogan should be trendy, original, differentiative and personality reflective. It should not be bland, generic, hackneyed and should not generate lackluster responses like so-what, ho-hum, oh-yeah etc. it should not be already in use by others and preferably should hedge itself against authorized or unauthorized use by competitors. It should not be a source of negative responses. Perhaps sarcastic phrasing will invoke negative responses only. Lastly, brand and business depend heavily on communicational ease of the message and slogan which is the subject on hand. The slogan should be campaignable and capable of providing ease of ordering a product by a customer. It should not be sarcastic lest negative responses are brought forth. Fig 3. 4Cs TESTING FRAMEWORK CREDIBILITY CONVENIENCE OF RECALL CREATIVE DISTINCTIVE-NESS COMMUNICATIONAL EASE Believable Not pretentious Not unreal Source of positive feeling speaks of key benefit. Memorable Aids in brand recall Simple Neat -Strategic Trendy Not bland Original Not in use by others Makes the brand standout Non-encroach able to competitors Does not generate lackluster responses Campaignable Ease in Ordering No