Department of Marketing, Tourism and Hospitality Essay

1. Introduction and welcome Marketing is part of all of our lives and touches us in some way every day. It is also a key factor in business success and is increasingly used by organisations in a wide range of sectors. The unit begins with an examination of the marketing concept and marketing theory. It goes on to consider the various issues that marketers face in marketing decision making and the concepts and theories that can help. The unit helps you to understand the challenges of marketing management in manufacturing and service industries: analysing marketing environments; evaluating strategic alternatives and designing marketing programmes involving decisions about products/services and important concepts of the services marketing theory. The focus in this unit therefore is on the theory and practice of marketing in the context of organisations. On completion of the unit you will have gained understanding of the decisions that face marketers in a complex and dynamic environment and the concepts and theories that can be used to inform these decisions. This handbook outlines the content and key features of the unit. We hope you enjoy this unit and find the variety of tasks and assessments both interesting and challenging. The unit essentially continues the theme of integration by providing the necessary marketing input into the Applied Integrated Business core unit. Accordingly, the subject content will serve to reinforce and contextualise the learning within that unit. The focus will be on an interactive and active learning environment to engage students in learning activities throughout the sessions. This handbook should be your first point of reference. It outlines everything you will need to know about how this unit is structured, the assessments and the reading that is required. Please take some time to read it carefully. This handbook will help you progress smoothly and enjoyably through this unit. You will also find a regularly updated source of information and an electronic copy of this handbook in the unit website on Blackboard BREO. The address is: http://breo.beds.ac.uk (no www required) 2.Unit leader and team details Unit Leader Ioannis Kostopoulos Ioannis Kostopoulos is a Lecturer in the Department of Marketing Tourism and Hospitality at University of Bedfordshire. His research interests are in services marketing, internal marketing and market research. During his consulting work he has worked with many large organizations in the hospitality, telecommunications and sports’ industry. He holds a PhD in Services Marketing, a master’s degree in Marketing and Communications and a bachelor’s degree in Statistics. Email: ioannis.kostopoulos@beds.ac.uk Office hours: Wednesday 10-11 am and Thursday 12- 13 pm Office: To be arranged (Students will be informed through BREO) Telephone Number: To be arranged (Students will be informed through BREO) Other Lecturers Tony Pyne Tony Pyne, now semi retired, has taught marketing at the University of Bedfordshire for 20 years. His research interests are in not for profit marketing and services marketing. Prior to becoming an academic he was the marketing director of a small international market research agency specialising in high tech products and before that its operations director. He has a master’s degree in marketing, a PGCE and is a graduate chemist Email: ioannis.kostopoulos@beds.ac.uk Office hours: Friday’s 10am -2pm Office: JM02 Telephone Number: 3457 Field Administrator Sally Mayne Vicarage Street (H Block). Email: Sally.mayne@beds.ac.uk 3. Aims and learning outcomes 3.1 Unit aims The focus in this unit is on the theory and practice of marketing in the context of organisations. On completion of the unit you will have gained understanding of the decisions that face marketers in a complex and dynamic environment and the concepts and theories that can be used to inform these decisions. 3.2 Learning Outcomes | On completion of this unit you should be able to:| To achieve the learning outcome you must demonstrate the ability to:| LO1| Understand the nature, scope and role of marketing in organisations| Describe and apply the basic marketing tools and concepts and articulate the role of marketing in a variety of organizations| LO2| Be able to identify and discuss the key issues that marketers face as they make decisions| Critically review published work on a range of marketing issues| LO3| Understand and discuss the key concepts and theories that inform marketing decisions| Propose well researched and theoretically underpinned solutions to marketing problems | LO4| Identify and analyse marketing problems and plan appropriate courses of action| Be able to formulate plans for marketing activities, including appropriate marketing mix policies and be able to defend and justify proposals for marketing plans and actions.| L05| Apply marketing theory in different organisational contexts| Be able to formulate plans for marketing activities, including appropriate marketing mix policies and be able to defend and justify proposals for marketing plans and actions.| LO6| To express ideas and findings and proposals both verbally and in writing| Write coherently on the subject with accurate referencing, spelling, punctuation and grammar and make clear, timely and well structured presentations.| 4. Approach to learning * Unit delivery will use a combination of lectures and seminars, with the emphasis in seminars being on discussion and debate providing students with an opportunity to relate theoretical content to real-life practical situations. The one hour lecture aims to provide students with useful elements from the pertinent theory and increase their theoretical knowledge and technical skills. Practical seminar activities will be used where appropriate (for example video material, case studies, role play) and students will be encouraged to work individually and in groups to develop a thorough appreciation of the many issues examined. The use of small groups to prepare and present case studies in workshops will aim to provide further experience of working collaboratively, the opportunity to manage a problem-solving group, and the ability to present material clearly and concisely. The primary objective of the presentation is to further develop the ability to present complex ideas orally in a clear, coherent and concise fashion. There will also be a need to defend the ideas in the subsequent group discussion. The presentation topics, which are an integral part of the module, are designed to enhance and deepen understanding of the subject material. * * Attendance and participating in classes Studying at the University of Bedfordshire is not just about subject knowledge. We are also concerned to help you develop your wider attributes and skills. To do this you will need to attend and actively engage in the range of learning activities the course provides. Because attendance is fundamental to your development we do expect you to attend. We will monitor your attendance and contact you if it gives cause for concern. The Division operates a strict non-attendance policy which is available to view on BREO. You can help us by notifying us of any factors that affect your ability to attend. If you are absent from your studies through illness then it’s important that you let us know. You should contact the unit leader or the Field Administrator, Sally Mayne at sally.mayne@beds.ac.uk. If your absence is likely to affect your ability to complete your studies or submit assignments then you can apply for an extension or deferral through the Student Engagement and Mitigating Circumstances Teams. If you feel that your problems are serious enough to be considered for Mitigating Circumstances you will need to apply before the deadline by filling in a Mitigating Circumstances form. Forms can be printed from SiD online or a hard copy can be collected the Student Information Desk (SiD). A decision will normally be available to you within 48 hours of receipt of the claim form and evidence. Progress of the application can be checked by accessing SiD online or by visiting the Student Information Desk (SiD). They can be contacted at sid@beds.ac.uk or by telephoning 0300 300 0042. 5. Assessment brief 5.1 Assessment Overview No| Assessment method | Description of assessment methods| Weight (%)| Submission date | Form of feedback| 1| GroupAssignment| Group Presentation with Report| 30%| 7th December 2013| Summative & Formative| 2| IndividualAssignment| Progress Portfolio| 30%| 22nd March 2013| Summative & Formative| 3| UnseenExams| End of Unit Examination (2 hours)| 40%| End of Unit| Summative| 5.2 Group Assignment You are asked to form groups of 5-6 persons. Then you should visit a store(s) of a chosen international chain of coffee shops (e.g. Starbucks, Costa Cafe) or fast food restaurants (e.g. McDonalds, KFC ), observe and make notes regarding the following: * Store’s Service capes * Service delivery process * Customers and employees’ reactions during the service encounter * Service quality You may use photographs to support your discussions. However, please ensure that you ask permission from the store manager before doing so. Then you should prepare and hand in an audio visual podcast presentation and a written report that should contain the following: – Presentation Your presentation is to be in the form of an audio visual podcast submitted via DVD, memory stick e.t.c. There will not be an in-class presentation. The presentation should be no longer than 10 minutes and it is a presentation to a formal business committee. In this presentation you will point out any fail points or points that need improvement, in the delivery of the provided service in the store and suggest ways in which the store can upgrade the level of quality of the service provided to customers without significantly increasing the cost of the service delivery. – Written Report For your report you should use your notes from the store observation, general information you will collect on the international chain of your choice as well as material from the pertinent literature and include in your report the following: * A blueprint of the provided service * An evaluation of the store’s physical evidence and the degree to which they are aligned with the company’s general profile * An evaluation of the degree to which the specific chain is market oriented Format for submission – Presentation The length of the presentation should not be longer than 10 minutes The presentation is to be in the form of an audio visual podcast submitted via DVD, memory stick or Utube, i.e. there will not be an in-class presentation. – Written Report * The word limit for is 2000 words. * All work should be word processed using either Times New Roman or Arial font, Arial 12 point; 1.5 line spacing; single side A4 paper with numbered pages with line spacing of 1Â ½ and justified. * Left hand margin of 3cm; Right hand margin 2 cm; Header 2.5 cm and Footer 2 cm * A bibliography and referencing (where applicable) is essential * Harvard system of referencing * A minimum of 10 referenced academic sources is required. * No more than 50% of references may be from the internet. Extent of collaboration allowed: All members of the group should contribute equally to the research and preparation of the report. Average peer grade: All individuals will receive a mean average peer grade (out of 16), based upon a detailed diary addendum completed by all group members, confirming individual weekly contributions and responsibilities toward the completed report. Full group names and accompanying averaged grades should be clearly presented. The tutor reserves the right to adjust any grade if upon evidence &/or investigation any student is deemed to have failed to effectively contribute. Failure to include diary and peer grades will result in the loss of the 25% overall peer grade. Marking Criteria Excellent work, 16 – 14 points *An analysis which deals fully with the major elements from a services marketing point of view *Selection and amplification of ideas which accord with the analysis presented . *Work which shows very good grasp of the concepts in services marketing *Effective use of formatting and layout *An excellent and cohesive report. Above average work, 11 – 13 points *A report which is attractive in appearance which addresses the key issues of the assignment competently and creates a positive overall impression *An analysis which deals competently with most of the assignment’s tasks. *A reasonable choice of ideas which in aggregate show the students understanding of the major elements of the assignment. *Answers which are appropriate and show a good awareness of the services marketing concepts and principles which relate to the assignment areas. *Good use made of formatting and layout. *A good cohesive report. Average work, 8 – 10 points *An analysis, which deals with most areas in a manner which, is correct. * A report which is in the main appropriate and shows a good awareness of the services marketing concepts and principles and which relate to the key areas designated in the assignment *Reasonable use of formatting and layout *A cohesive report. Below average work, 5 – 7 points *A report which would be considered very poor in a commercial or industrial context and which do not allow the assessor to identify most of the achievement of specified tasks. *An erroneous or substantially incomplete analysis from a services marketing point of view *Answers which show poor understanding of the concepts in question. 5.3 Individual Assignment Picton and Broderick define integrated marketing communications as A process which involves the management and organisation of all agents in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focussed at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness and coherence of marketing communications effort. Select a large service organisation (e.g. Bank, Airline Company, Telecommunications Company, Hotel) that advertises heavily in many media and by way of a portfolio show how it makes use of the integrated marketing communications concept. You will need to collect your examples over a period of several weeks. If you leave it to the day before it is due in you will inevitably receive a failing grade. This is an individual assignment and I would expect 1500 words plus several examples which may include your notes on what you observe on a store visit. Format for submission Written Report * The word limit for is 1500 words. * All work should be word processed using either Times New Roman or Arial font, Arial 12 point; 1.5 line spacing; single side A4 paper with numbered pages with line spacing of 1Â ½ and justified. * Left hand margin of 3cm; Right hand margin 2 cm; Header 2.5 cm and Footer 2 cm * A bibliography and referencing (where applicable) is essential * Harvard system of referencing * A minimum of 10 referenced academic sources is required. * No more than 50% of references may be from the internet. Details for the assessments will be supplied as separate documents throughout the unit. They will also be available on BREO. Please read the assessment instructions very carefully. 5.4 Submission details – Plagiarism You should hand in assignments through the Assignment Hand in point, located outside the LRC in Park Square next to the Book Return point. For LRC opening times please see http://lrweb.beds.ac.uk/. You can deposit your assignments at any time throughout the opening times of the University building. Although you will be able to submit your piece of work until 8am the next day and it will be accepted as on time, for example: if an assignment is due in on Monday 19 April it can be submitted up to 7.59am Tuesday 20 April, this is NOT recommended and you should submit your assignment by 4pm on the published due date. You will need to print your own top cover sheets from eVision (these carry the details of the unit and assessment on the front). Attach the top sheet to the assignment securely and then collect a barcode label from the dispenser located at the Security Desk next to the LRC. Follow the instructions on the Assignment Hand in point display to submit the assignment. Collect the receipt which indicates that a piece of work has been handed in. A receipt confirming the unit, assessment and time of submission for the assignment will be sent to your email account. Receipts must be retained as proof that the work has been submitted. You must also submit a copy of your assignment through TURNITIN via BREO. It will graded as a non-submission if written work is not submitted on time through TURNITIN. Coursework must be handed in by the date and time specified in your student handbooks or on BREO. Late work is not accepted, and will be deemed a fail and graded G(0) (no work submitted). Written work must be legible and comprehensible, work may be rejected work which does not meet reasonable standards of presentation, and this may result in you failing or being referred. Written work must be presented in English. Extenuating Circumstances If you believe that you are likely to miss a deadline because of extenuating circumstances (for example illness), you should apply to apply for an extension through the Student Engagement and Mitigating Circumstances Teams via SID. Your application should be accompanied by documentary evidence of your extenuating circumstances. Individual tutors are not able to extend published deadlines. Plagiarism Plagiarism takes the form of repeating another person’s words or images and claiming them as your own, or presenting someone else’s line of thinking as if it was your own. To plagiarise is to give the impression that you have written or designed or thought something that you have in fact borrowed from someone else. You can use other people’s ideas, words and images, but it’s important that you acknowledge them through appropriate referencing. Remember that your examiners are wanting to assess your ability, not those of others, so it’s important that you also interpret others’ work and that there is sufficient of your own work in your assignments that your ability can be assessed. You should keep a careful record of all the sources you use, including all internet material and ensure that you understand correct referencing practices. These are outlined the course handbook and online at: http://lrweb.beds.ac.uk/guides/resources/referencing You are also not permitted to re-present any assessment already submitted for one unit as if for the first time in another unit. Double counting of assessed work is not normally allowed. If submitting work previously included in another assessment then you should attribute the section of text from the earlier work so that it can be taken into account by the examiners. Plagiarism Detection Service To help address plagiarism and protect your award, please also ensure you submit a copy your written work electronically through ‘Turnitin’ via BREO. We may also submit your assignment to the UK universities’ JISC Plagiarism Detection Service. Working together Discussing ideas with your fellow students is part of learning and we would encourage you to do this and to exchange interesting and relevant sources and references. However, there is a distinction between sharing ideas and collusion which is an academic offence. You must not work with others to the extent of exchanging written materials you have prepared, such as notes or drafts of assignments unless you have been expressly told that this is permissible. If these types of materials are shared this will be regarded as an assessment offence for the person who lends the material as well as for the person who uses it. Your own work should be regarded as your own property and you should protect it. If you are working in a shared space, log off from the computer you are working on whenever you take a break so that others cannot access or copy your own work; take care to destroy printed drafts or copies of work, rather than just discarding them; and, don’t give your work to others in any format. If you are working on a group assignment make sure you understand the allocation of responsibilities between yourself and the other members of the group. 5.5 Feedback Assessment will be provided individually to students, through group feedback (where relevant) and on your individual student BREO site. There are also opportunities for formative feedback on your work throughout the unit which will help you complete your final assignments. Marked work will be available for collection from the tutor three weeks after the assessment deadline. 6. Teaching and reading schedule You can check your timetable at: http://timetable.beds.ac.uk then follow the links under ‘units’. If there are changes to the timetable, you will be notified on the BREO site for this unit. Please check it regularly. *Further reading suggestions will be provided to students in a weekly basis through BREO. Further reading includes academic articles, book chapters and case studies. 7. Reading and resources The majority of directed readings will be in the form of books, published conference papers, and case study materials. You will be advised of essential reading relating to each topic covered and directed towards the most relevant textbooks and articles for these subjects. This guidance will be communicated by tutors and via BREO. In addition, you are encouraged to access journal articles via electronic databases and encouraged to search for appropriate examples of relevant research. You are strongly encouraged to access information electronically but to exercise critical judgement when identifying useful sources. The Learning Resources Centre at Park Square houses our main tourism collection. Here you can expect to find copies of essential texts on your reading lists as well as supplementary reading. Many of our resources are in electronic format and can be accessed off-campus. Extensive reading is essential and it is important you reference this work accurately and correctly. Please make you sure you read and follow the guide to referencing found at: http://lrweb.beds.ac.uk/guides/resources/referencing Subject –specific library guides are available in printed format in the Learning Resource Centre and on the Learning Resources web site http://lrweb.beds.ac.uk/guides/subjectguides. Go to Advice and Help, then Subject Guides. These guides tell you which resources are important for your particular course. The Subject Librarian is Bill Mortimer who can be contacted by e-mail bill.mortimer@beds.ac.uk or by phone 01234 351671, ext.4374. Bill is based in the Polhill campus, Room: R1.01. If you want to call him free of charge, that’s possible from the LRC. Essential reading Brassington, F and Pettitt,S (2006) Principles of Marketing, Fourth Edition, Prentice Hall, NJ. ISBN 0-273-69559-2. Recommended reading Christopher H. Lovelock, Jochen Wirtz, Patricia Chew (2009), Essentials of Services Marketing First Edition, Prentice Hall ISBN-13 978-981-06-7995-8 Kotler, P., Wong, V., Saunders, J. and Armstrong, G. (2005) Principles of Marketing: 4th European Edition, Prentice Hall International/Pearson Education Limited. ISBN: 0273 68456 6 Groucutt, J, Leadley P, Forsyth P (2004) Marketing: essential, principles, new realities First Edition, Kogan Page ISBN 0-7494-4114-3

Aids India

Matter of Life or Death India is the seventh largest Country in the world, home to one billion people and vast ethnic diversity. It has been making great leaps with education, industrialization and technology. Literacy rates are continuously going up along with life expectancy. India has been making continuous progress in many aspects for a country that has been relatively poor and extremely poverty-stricken. India is also one of the world’s largest democracies meaning that citizens have a great deal of political freedom.The average Indian citizen lives in a rural area and consumes 30 times less resources than an American citizen consumes. Although India is making many improvements, there are certain issues that continue to creep around and into the lives of Indian people and will continue to do so for a very long time. HIV/AIDS is one of these issues, an issue that has been taking millions of lives and affecting the lifestyles of many Indian people. HIV/AIDS is one of the mos t concerning problems for India; it continues to manifest regardless of the many efforts made by the Indian government.HIV/AIDS is not just a problem that India must deal with; it has affected nearly every region in the world but every country and population responds to epidemics with a different approach and one must consider all the different aspects. In India, many unique factors have been linked with the growth, prevention and treatment of HIV/AIDS. The causes for the emergence of HIV/AIDS in India are still unclear however; some believe that foreign visitors that had sexual contact with the sex workers in India are to blame. Many believe this because initial cases were found in sex worker and truck drivers.HIV/AIDS emerged into India later than most other countries and the first cases were reported in Chennai, Tamil Nadu. Studies also indicate that heterosexual sex was the method in which most initial cases occurred through. It was first identified in the early 80’s in s ex workers from Tamil Nadu. The infection rates of the disease peaked in the early 90’s and it had made its way into low – risk individuals across the whole country in just ten years. (Avert, 2011) The most recent estimates state that there are currently 2. million individuals living with HIV in India and of that, 39% are females and 3. 5% are children. Considering age as a factor, the highest infection rates occur in people aged 30-34 in India. HIV rates for the nation have been decreasing according to recent studies (NACO, 2007) and the area of southern India which was impacted the most by this epidemic has shown a decrease in infection rates (Kumar R. , Jha P. et al. , 2006). Seventy percent of infections are reported in six states: Andhra Pradesh, Tamil Nadu, Maharashtra, Manipur, Nagaland and Karnataka.Currently the state of Andhra Pradesh holds the highest prevalence rate (1%) out of the 28 states and out of the high-risk groups in this Andhra Pradesh; the highes t rate is among MSM (17%) (Avert, 2011). In recent years the rate of injection drug users has been increasing in many states and has given HIV an opportunity to spread. One of these states are Punjab in the northeast of India where a third of the population is addicted to drugs and has become one of the world’s leading areas in drug trafficking and usage (Glut, 2011). In the Punjab’s capital city Amritsar, the prevalence rate among IDU’s is as high as 30%.In many states of India drug use has become another concerning phenomenon that is helping with the spread of HIV/AIDS. Although the nation’s prevalence rates of HIV have decreased, it does not mean that the situation is getting better. This disease will continue to claim millions of lives because India does not have the equipment or resources needed in most areas; along with that the taboos, and stigma in India will negatively affect the treatment and prevention of HIV/AIDS. The way that Indians think ab out HIV/AIDS plays a major role in treatment and prevention efforts.There are many parts of the world where one with HIV/AIDS is able to go to a doctor, friend or family member to get support. In India, this is not the case for the most part. It is a country with a strict social hierarchy and most Indian people still believe in arranged marriages. The people of India stigmatize HIV/AIDS, which often leads to discrimination, denial, humiliation and rejection from family/community and medical staff. HIV/AIDS is not just any disease in India, since it is linked to controversial behaviours HIV/AIDS comes with a lot more baggage than for instance cancer does.HIV/AIDS is extremely under reported due to the many psychological hardships one must face in order to get the help that they need. Currently 50% of people with HIV are aware of their status; people that seek treatment often face traumatizing experiences with the medical staff. The government of India supports voluntary testing howev er, a very high percentage of cases have been reported in which the patient had been tested against their will, which in return would dictate the quality of medical care they would receive.In many cases, individuals have been denied medical services because of their status and people that are HIV+ and belong to a high-risk group face double the discrimination and stigma because they are a part of a controversial group. There is a direct correlation with Indian culture and the identification of HIV/AIDS in India. In order to successfully educate and treat the Indian population we must take into account the very sensitive cultural values of Indian people and customize action plans accordingly. Sex in India is highly discouraged amongst non-married couples and the topic is hushed.Indians greatly value marriage and hold the lowest divorce rate in world (Divorce Mag, 2011). Woman are seen as disgraceful, worthless and disgusting if they engage in sex with a partner before marriage and in most cases are disowned or face harsh consequences for their actions from family members and other social groups. For Indian people it is ideal to have and maintain one sexual partner although woman in India face double standards while men are able to participate in sexual intercourse with multiple partners there for the HIV status of women is highly dependent on the behaviour of their partner(s)/spouse.The taboo of talking about sex publically and sex in general is the main reason for the hardships faced by educators, organizations and other public figures who try to make efforts with the awareness of HIV/AIDS. India is a place where a bar can possibly be shut down if any public display of affection is shown. There can be many explanations for the way Indian people think about sex that date back to the history of the first civilizations and religious texts that may have influenced and shaped the ideology of Indian people today.This is a way of thinking that has existed in India fo r thousands of year and will continue to do so for a very long time. Education and communication is extremely difficult in a place where the population is not willing to listen, Indian people tend to ignore and underestimate HIV/AIDS because they are unwilling to talk about it. Most Indian people are unaware of the facts that in return cause them to link it to unacceptable behaviours creating stigma, discrimination and denial due to lack of knowledge.People are hesitant to expose their HIV status and discuss issues with people. HIV/AIDS has claimed many lives in India, more so then many other parts of the world. The world fact book estimated 170 000 deaths in the year 2009 (ranked third highest in the world). Causality rates of HIV/AIDS related deaths have been decreasing in recent years. Many efforts have been made to prevent the spread of the disease by the government and other organizations yet India ranks as one of the top countries on HIV/AIDS hit list.The people of India have a hard time explaining and discussing the impact that HIV/AIDS has left on their country. People often are surprised and thrown off when they are presented with actual statistics, they see the disease as someone else’s problem with the attitude that it is a disease that infects the â€Å"scum of society† but once they are presented with the statistics they are immediately appalled. Indian youth is continuously encouraged to ignore such topics and refrain from talking about sex by their families.Another interesting issue is the misleading statistics that the government of India presents which understates the real statistics, Indian people lose trust in the government and don’t know which statistics to believe (Drynan, 2001). Indian people that live in poor areas with very low income believe that the spread of infection is mainly because a family member has to migrate to another location for a long period of time to find work and make an income to support his/her family. Since the majority of the population in India is poor, this is the leading explanation that most families will have.Indian people that are HIV + believe that the spread of the disease is linked to the decision of keeping HIV statuses a secret. Some sex workers admit that they do not expose their status to clients in fear of losing their job. Indian people are aware that health care systems need to improve in order to stop HIV/AIDS from spreading. There also a large portion of people who believe in fate and that if someone is infected with HIV/AIDS it is in their fate to die that way. â€Å"In the past I never thought that I would contract such a big disease, or neither would my husband.I had that much faith in him because we wouldn’t do such things. Now I don’t talk to my husband, I don’t know his whereabouts. God gave me this disease, what God metes out, Only God can judge. I have a daughter who is HIV + as well. I feel bad that my child has it but wha t can one do. I have a lot of problems at work, my co-workers tease me and shun me. They do not come near me† Anita who is HIV+ explained her thoughts about her status (Lets Break Through, 2006). Since the creation of antiretroviral therapy (ART/ARV) many lives have been extended and maybe even saved.In India these drugs are becoming more available and the price of these drugs is declining as time goes by how ever not everyone has access to these drugs. Many areas of India where these drugs are needed are poor areas where Doctors refuse to practise due to lack of income available. Many villages do not have access to someone who can administrate these drugs. The main factor is money, these drugs are expensive and many families simply cannot afford them. Recently the government has been focusing on distributing free antiretroviral drugs but it is impossible to reach everyone in need with the available funds.India is also actively manufacturing generic low-cost ARV’s. Out of all the people that need treatment only ? are receiving it (Avert, 2011) and many are not adhering due to high costs of drugs/testing, poor counselling, inadequate understanding and intolerance to drugs. Treatment centres are located in every state where HIV/AIDS is prevalent, screening is voluntary (ideally) and counselling is provided. The types of screening available are: Western blot test, ELISA, viral load test, CD4 count and blood biochemistry.Luckily India has a strong pharmaceutical industry and is taking advantage of it by reaching out to its patients. Another issue is drug resistant people; in Mumbai 18% of newly diagnosed people were resistant to at least one drug (World Bank, 2011) so second-line therapy is required. Another concerning problem is that therapy in India is unstructured. Although these drugs are becoming more available in India, those in need are often denied access by the health care providers. The poor are ignored and usually do not have the funds or t he resources to obtain the drugs. HIV/AIDS Treatment and Prevention in India, 2011) Some other popular alternative traditional therapy in India includes Chinese medicine, Homeopathy, acupuncture and siddha medicine (Life Positive, 2011).The impact that HIV/AIDS will have on India in the future may be devastating if the current trends do not change. Treatment needs to be made more available, Health care providers need to be trained adequately and the general population needs to be educated. Many organizations and government have helped with the control of this epidemic such as promoting condom use are making improvements. Condoms are now used among many sex workers who ecite the policy of â€Å"no condom, no sex† to their customers and this is important because as of today condoms are the single most convenient and effective way of preventing the transmission of sexually transmitted diseases. There is no doubt that India is putting resources towards organizations that will pro vide services for the Indian population but this alone is not enough, Indian people themselves will need to accept and face this issue in order to make progress. Since India has a large portion of High-risk groups, there is always going to be danger and opportunity for HIV/AIDS to spread.The rates vary from state to state but World Banks estimates that by 2033 mortality by infectious diseases will increase and of that, AIDS will represent 22% of total deaths. India has economic, cultural and other demographic factors that hamper prevention efforts. Discrimination, denial and stigma will continue to cause damaged relationships, torn families, physical isolation, desertion, economic implications, lower quality of life and death. This disease will continue to control the lives of people that are infected.

Consumer needs, motivation, behavior, and decision making processes Research Paper

Consumer needs, motivation, behavior, and decision making processes relevant to cough medicine strips - Research Paper Example Some types of cough are caused by bacterial infection like Pertussis that can cause a serious breathing problem in infants. Coughs are mainly caused due to hygiene problems. Cough caused by smoking, pneumonia, chronic bronchitis, emphysema and asthma should be treated well with the consult of doctor. Middle class consumer behavior towards cough medicine is very general. They either avoid medicines for cough or purchase a combination of drug which has various treatments in one. But cough medicines like guaifenesin are very harmful for body. Before purchasing cough medicines for children, certain thing should always be the kept into consideration. One of the major uses of cough medicine containing noscapine is that it helps in controlling birth and growth of tumor of prostate cancer (Illions, Deena, â€Å"Study shows further benefits of noscapine for prostate cancer†). Cough suppression can cause many problems in a human life like airway obstruction, hypoxemia, secretion and secondary infection. Whooping cough caused by Bordetella pertussis can be a reason behind permanent disability and even some time death of infants. This disease is also easily spreadable an can cause epidemics (Articles Base, â€Å"Whooping Cough-Cause, Symptoms and Treatment†). Consumer needs among middle class states that medicines should be cost effective and can treat many diseases at once. But this belief is not fruitful. They also think that cold is a self treated diseases and it does not need any treatment. If the situation gets worse, they prefer to have the counter medicine treatment. The middle class populace can be motivated through educational activities and advertisements in television and news papers about the side effects of cough and why it is important to treat cough and that of doctor’s consultancy. It should explain the side

An Investigation of Customers on Branding - A Case Study of Samsung Essay

An Investigation of Customers on Branding - A Case Study of Samsung - Essay Example Suppliers and retailers alike should be able to let their consumers notice their products and services, and correspondingly develop their interest in these offerings (Zielke and Dobbelstein 2007). Trying the product is critical towards the path to satisfaction and for developing their preference of the brand; the latter develops loyalty behaviour towards the company and their goods. Given this process, the first trial of a brand plays a particularly critical part. From an organisation’s point of view, knowledge and understanding of the factors that determine the willingness of customers to purchase a particular brand is necessary for product or service development (Zielke and Dobbelstein 2007). Majority of the research about brands have focused on understanding the influences of brand awareness and image (Keller 1993). Other studies have delved into the ways with which customer experiences can be developed (Berry 2000; Vargo and Lusch 2004). Knowing one’s consumer is a primary principle of brand management and marketing. Consumers, however, are not fixed targets owing to the fact that they often change their needs and preferences(Zielke and Dobbelstein 2007). Moreover, existing customers of a brand likewise change their habits on purchasing and consumption. In addition, new customers come into the market with their personal needs, preferences and characteristics (Corstjens and Lal 2000). Given all these, this era has taken a more customer-oriented approach to commerce, implying that changes on customer attitudes towards brands are to be expected. The ways with which brands are developed and managed shall correspondingly change in the coming years (Zielke and Dobbelstein 2007). Customer-centric commerce alter the transactions between companies and individuals, resulting in a relationship that is mutually beneficial to both parties. Since it is necessary that companies be able to identify the needs and preferences of customers to develop and customize their brands in a way that will provide satisfactory experiences among consumers.

Development of Urban Civilization and Form Essay

Development of Urban Civilization and Form - Essay Example As a type of community, the city may be regarded as a relatively stable awareness of population, together with its "varied environments, social arrangements, and supporting activities, occupying a more or less discrete site, and having a cultural importance that differentiates it from other types of human settlement and association. In its elementary functions and rudimentary characteristics, however, a city is not clearly distinguishable from a town or even a large village." (Britannica, 2006) It was no accident that the earliest of man's fixed settlements originated in the rich "subtropical valleys of the Nile, the Tigris, the Euphrates, the Indus, and the Yellow Rivers or in such well-watered islands as Crete." Such regions gave encouraging ecological issues making town living comparatively simple. Pre-urban growths that covered the means for urban life also comprised such features as "traditionalism, a power structure, and a form of economic as well as social organization." Traditionalism put in the reception and broadcast of what had worked in the existence of the crowd and was consequently "right" and to be kept. New value directions and beliefs may also have influenced the route of urbanization, although their significance is still extremely speculative. Before 1800, improvements in agricultural and manufacturing methods had allowed a remarkable attentiveness of creative activity close to the sources of mechanical power-water and coal. A subsequent association of population was hastened by the excellence of the steam engine and the dominance of the factory over pre-industrial business association. Under provisions of "belt-and-pulley" authority broadcast, urban application was a means of: (1) Reducing the costs of conquering resistances in transportation and communications and (2) Maximizing interior monetary systems of extent and outside economies. A strange convergence of profitable, geographic, and technical issues in Britain guided to far-reaching transforms in such planned movements as textiles, transport, and iron, even though the educational and social requirements for industrialization were not exclusively present in any one nation,. Britain became "the workshop of the world" and London its "head office." (Britannica, 2006) Urban Planning Urban planning and redevelopment is planned at satisfying communal and financial purposes that go further than the corporal shape and arrangement of buildings, streets, parks, utilities, and other parts of the urban environment. Urban planning takes effect principally during the procedures of administration and needs the relevance of specialized methods of "survey, analysis, forecasting, and design." It may hence be expressed as a public society, as a legislative utility, or as a scientific career. Each feature has its own thoughts, narration, and theories. Together they blend into the attempt of contemporary civilization to figure and progress the surroundings within which growing amounts of civilization squander their lives: the city. For several centuries throughout the middle ages, there was small structure of cities in Europe. There is contradictory estimation on the superiority of the towns that grew up as "centres of church or feudal authority, of marketing or

Human Rights Essay Example | Topics and Well Written Essays - 250 words - 2

Human Rights - Essay Example The UDHR first sentence recognizes the inherent dignity and the rights of the human family and this shows that by genocide, the human rights are being violated (Snarr & Michael, 36). In the first article of the UDHR I says that all human being are born free and equal in dignity and rights. In case of a genocide the right explained in this article is violated since the lives of the people are taken which is against the article. All people are supposed to be free to live in any part of the world provided they have the legal documents that are needed to be at that specific part. Alienating some people by the basis of their race, ethnicity or religion. Some of the famous genocide cases include the Rwanda genocide in 1994 which culminated as a result of ethnic differences between two communities. The Holocaust was also one of the factors that led to the setting up of the UDHR. In conclusion, the UDHR has been significant in safeguarding the rights of the people against atrocities such as genocide, human trafficking and female genital mutilation. This has been implanted as a result of the articles set in its statutes well elaborated in the text book cited. By following the rules set in its article it has been possible to prosecute and file legal suits against those people especially political leaders who have been active in castigating hatred among different communities which can lead to similar genocide cases such as the one in

The Launching of Credit Card in Romania Essay Example | Topics and Well Written Essays - 750 words

The Launching of Credit Card in Romania - Essay Example The bank which is launching the card is Alpen bank. The objective of the research is to find out whether the launch of credit card into the country will be worth and whether such a launch will be able to generate the sufficient amount of revenues so that the feasibility of the new product is proved in terms of entry-decision. SWOT analysis is carried out to find out the relevant opportunities and issues about the establishment of new credit card business. Market positioning of the bank is analyzed for the successful establishment of the credit card business. SWOT Analysis Strengths The strength of the bank comes from its affluent customers. Majority of customers of the bank belong to the upper strata of the society. Having affluent customers also means that they are more frequent with the use of credit card and the purchase amount is also high. Weaknesses The major weakness of the credit card business comes because of the low growth potential. The growth potential of credit card busi ness is very low in Romania compared to other emerging markets. Lack of consumer experience in terms of management of credit card and related monetary transaction is another weakness, because of which majority of customers opt for cash transactions. The country has suffered a three year long recession which has affected the life style of the common people. Consumers have become price sensitive and opt for cutting budgets with the objective of saving money. This is a weak link for the credit card business because it is a general perception among consumers that holding credit cards leads to higher amount of purchases as compared to cash purchases. Another issue in credit card business is that, most of the times credit card is used for exclusive cash withdrawals rather than using it for real purpose that it purchase. Apart from this, since credit card business is relatively new and unknown to the customers of Romania, huge investments will be needed with respect of advertising, direct marketing and support infrastructure. Opportunities The opportunities from this credit card business can be explained in terms of the political, social and other related factors affecting the country and the credit card industry as well; Political- legal policies, procedure and other corporate obligations in the country are not very stringent, which will help in the smother transaction of the business. Economic- the economic environment of Romania has improved since 2006, after the country entered into the European Union. Since then, the microeconomic trends have been positive and with the increasing income, the disposable income of the households has also increased. This shows the opportunity of the credit card business to bank on the increased economic conditions of the country. Socio-cultural- with the increase in the economic status, it is expected that one third of the Romanian population will prefer branded products. This will increase the overall use of credit cards in the co untry. Technological- with the advent of globalization, more are more companies have stated to market their products and services into more emerging and developing markets. As the availability of technology has become cheaper and readily available, the credit card business can tap on this opportunity. Since credit card business will need technological assistance, the company can use the latest technology available to gain a sustainable competitive advantage over the competitors. Environmental- the use of credit cards is totally free from creating environmental hazards. The use of online transactions will also decrease the use of paper which will influence the environment in a positive manner. Threats Similarly, the threats from this credit

Master Level - Academic Marketing - Research, Theory and Practice in Essay

Master Level - Academic Marketing - Research, Theory and Practice in Marketing - Essay Example The strategy therefore, was viable in the given restrained parameters and yielded results that satisfied both the customers and the retailers of the time. On the contrary, today, the technological advancements have brought forth an explosion of information that is easily accessible to public through the internet and other media like television, radio, mobile phones etc. The internet has made it easy for the customers to become aware of the product details including its availability at competitive prices which has precipitated the need to develop a whole new perspective for a new marketing technique. Hence one needs to be more open when Shultz say that it is the end-users who now control the markets rather than the marketers. It is equally true that though, the technology in its wake has inundated the market with variety of products which has given the customer plenty of option, the seller is left with the cut throat competition that must be met urgently. It therefore becomes all the more important that the sellers need to introduce new techniques and brands that would, not only attract the customers but also retain them. The customer, while remaining the main point of any marketing techniques, no more commands the sole attention. The emerging technology has necessitated the incorporation of the whole system within which the product is marketed. Hence any successful marketing must address the system as a whole. Shultz has come up with the theory of ‘triad’ comprising of marketers, customers and the employees who must be considered as a unit for a market strategy to succeed. Shultz asserts that these three elements where employees also include the retailers, distributors, agents and the sales force, play a vital role in marketing of the product. Today the concept of market has changed so much so that instead of customer going to the ‘product’, the product ‘comes’

Network Design for the 2012 London Olympics Essay Example for Free

Network Design for the 2012 London Olympics Essay This report is a step by step analysis of the requirements planning and implementation of a network based on the infrastructure of an office environment. Throughout this report, the reader will see how the requirements planning is broken down into detailed sections to illustrate how each requirement has been identified for the stages of planning to implementation. In the first part of the report, we will be identifying what hardware is required for the scale of the network, taking into consideration a room for future expansion and devices to be added at a later date. The second part of the report will be the identification of software that will be needed to run all services on the network including set-up and configuration of the software. Network Planning Why is a network required? Before actually planning the set-up of a network, the use of a network has to be justified. There are many uses to a network, some of the basic uses are †¢ Sensitive information exchange – information is shared only between departments and/or specific users and not to other people, e. g. customer account information that contains bank information and/or other personal information. †¢ Internal digital mail requests and communication between departments in a business may be increased and messages can be saved for later use. †¢ Resource sharing – information updated constantly is shared from one location and is referenced by other departments and/or users within the same network, e. g. a database of customer details and orders for a company. †¢ File Backup Services – information is backed up or stored in a secure location in the event of future problems and to maintain records of information. There are other uses of networks as well but mainly they are used as a means of security. Within a company, when a network is utilised correctly, the flow of information across a network can be monitored and tracked back to the user. This is essential to ensure no information used within the company is accessed from an outside source or is used in an unlawful manner by a company employee. Scope of the network Since the network is being made for the London 2012 Olympics, we can assume that the network will be of large scale (roughly 500-2,000 users). This means that each service, such as email and DHCP services, will require its own dedicated hardware in order for the resources to be adequately shared without any network latency or slow access experience. If the network is used on a much smaller scale, then the services could run from using only a few pieces of dedicated hardware such as the domain and email services sharing hardware. A site survey should always be performed before installation a network to ensure that wireless signals can be transmitted throughout the building or buildings and to see how the network can be modelled based on the environment it is going to be installed in. Identifying Network Hardware In this section, we will identify different hardware and its uses on a network, how a network is connected and what devices are used to connect a network throughout a company building. Servers and Services There are many different types of services that can be hosted from a server on a network. Many of these services usually have their own dedicated hardware but depending on the scale of the network, the services can easily be bunched together on the same hardware to cut down on overall equipment usage. Domain Server The domain server is used to authenticate users and computers included on the network. It is considered the main access control to a network because it stores all user account information used in authentication. Email Server The email server is used to direct messages to the correct recipient once the message has been processed by the server. Many companies today use a private internal mail system as a way of faster communication within departments. File Server A file server is used to provide users access to information and data across the network. This helps reduce file duplication across different computers on the network. Permissions can be set for file access so that important documentation can be read but not written to or deleted. DNS Server A DNS server is a kind of server that translates DNS names into an I. P address that is used for communication on the internet. DHCP Server A DHCP server is used by hosts to retrieve I. P addresses and other information. Firewall Server A firewall server is used for monitoring the network for vulnerabilities and intrusions and detecting viruses in the event of an attack from the internet. Application Server An application server is used to host applications and make them a part of the network’s resources. The servers are commonly used to save on costs for multiple software licenses compared to a site license. Database Server A database server is used to host a database for access by users. These servers can be updated and viewed. These are commonly used in finance departments or companies that host customer records that needs to be accessed and amended constantly. Network Devices This section will better explain the other devices that make up a network such as the network equipment itself and other devices which can be considered essential to a networked environment. Modem A modem is used to connect an outside line (usually from an internet service provider) via telephone communication to the network enabling internet access or access to another site’s resources. Router A router is a device that forwards data packets between devices on a network and can manage which network node receives certain data rather than sending the same data to each node. Routers can also have their own firewalls. Switch A switch is used to connect segments of a network together. Switches are an important part of a network as they are used to connect multiple devices at once. These switches come in all shapes and sizes, ranging from a simple 2 port switch to a 48 port switch which fits into a server rack. Wireless Access Point The wireless access point is a device that adds wireless connectivity to your network. This type of network device is often used to connect portable devices such as laptops, PDA and Smartphones to the network. It is also used for wireless printers and installing hardware devices to computers where network cabling is not applicable. Network Printer Network printers are printers made available on the network as a resource so that many users can print from one location. This cuts down multiple hardware usage per computer which saves hardware costs and maintenance. Aside from users, all of these services and devices are what make up a network. Connecting your Network: Cabling and Access Points Now that we have outlined what services and devices make up a network, there is the matter of how a network will be connected. There are a few methods of connecting a network, each with its own pro’s and con’s. The standard method of connecting a network is via cable. Cable Connection Cable connection for a network is one of the most trusted methods of connecting users to resources. The reason for this being that wired connections were the first standard and constant communication to be used with computers. Wireless connection is still a fairly new method of communication and is therefore still changing. Types of Network Cables There are quite a few types of network cables that are used today in business, each suited for different purposes. Twisted Pair is a type of copper cabling that is used for telecommunications and most Ethernet networks. There are two types of twisted pair cabling. †¢ Unshielded twisted pair (UTP) – UTP cables have a range of 100 meters and rely solely on the cancellation effect produced by the twisted-wire pairs that limits signal degradation. †¢ Shielded twisted pair (STP) – STP cables reduce electrical noise from within the cable since each pair of wires is wrapped in metallic foil to better shield the wires from noise. Four pairs of wires are then wrapped in a metallic braid or foil. Coaxial cable is a copper-cored cable that is surrounded by heavy shielding. There are several types of coaxial cable. †¢ Thicknet or 10BASE5 – used in networks and operated at 10mbps, maximum length of 500 meters. †¢ Thinnet or 10BASE2 – used in networks and operated at 10mbps, maximum length of 185 meters. †¢ RG-59 – Most commonly used with cable television. †¢ RG-6 – Higher quality than RG-59, with more bandwidth and less susceptibility to interference. A fibre optic cable is either a glass or a plastic fibre that carries light along its length. Fibre optic cable can reach distances of several miles before the signal needs to be regenerated. Fibre optic is more expensive than copper cable and connectors are more expensive and harder to assemble than other connections. Wireless Connection Wireless technology is also a greatly utilised technology in business today even though the reliability of wireless connection does not compare to that of a cable connection. Security There are a few different ways to apply security in a network. Some security protocols may be placed during network design and some protocols when the network is running. Network security during the design During the designing of the network, avoid giving anyone outside the implementation team or network designer any information, such as work plans about the network design or the materials that will be used for the network, which will help Vandals infiltrate or use the network inappropriately. Basic security that should be present in a network 1. Firewall will offer a tougher barrier between the private network and the Internet. Firewalls will prevent unwanted users or hackers from accessing the network. 2. Proxy can be used to provide users a way to connect to the proxy server by requesting authentication from the security service during the exchange of files in the network. 3. Antivirus – is used to prevent viruses from penetrating the network and the computers connected to it. It also eliminates the counter-espionage potential within a network. Since there are many antivirus softwares available, the network has the freedom to choose the appropriate antivirus for the network. 4. Strong password encourages all network an   web users to use a password that contains letters, numbers and symbols so as to increase the difficulty of breaking or cracking the password and steal any information from the network. 5. Packaging – cables used to make sure no unauthorized person have access to data and change it. Disaster Planning and Recovery Before setting a network, the manager of the project requires designers and developers of the network to take into account unforeseen circumstances, such as natural disasters and hardware failure, to reduce their impact. Earthquakes, floods, fires and such disasters may be given a solution using the following points †¢ The proximity of cables to main electrical wirings must be significantly distant to avoid fire. †¢ As much as possible, servers must be placed outside the building. Extra security protocols must be applied to avoid losing information. †¢ If a building has multiple servers, it is advised that all servers be placed on an isolated location and away from public gathering places. This will require the development of additional security precautions. †¢ Different types of cables should be considered in setting up a network to maximize its us †¢ Do not put cables near bodies of water or water discharge sa this may damage the cables †¢ Provide rooms with electric generators in case a power outage occurs. Make sure that these rooms are close to their central control devices to avoid technical problems in connecting the machines to the generator. †¢ Provide fire-preventing equipment such as fire extinguishers near the whereabouts of control systems †¢ Provide water and fire alarms to inform personnel if water or fire gets near the data storage devices †¢ The network team should provide a spare or backup server to perform full back up planning after disaster With the increase in number of intrusions and attacks on networks trying to take data and information, a way of protecting these data should be prioritized in a network. Since the data are, most of the time, secret and important to companies, detection and control of intrusions must be strictly implemented. Through the latest presentations that we have done in class, we have learned new techniques and OSI Models that should be taken into account to provide the highest standards of security and quality. Some of these techniques are firewalls, proxies, encryptions, IP security, data authenticity, communications type and satellites.

The diameter of an impact crater Essay Example for Free

The diameter of an impact crater Essay For example if I unreliably choose to use a constant height of 30cm without any preliminary work, a problem may arise during the experiment where there isnt a major difference between the different recordings for the varying masses, which wouldnt produce results as intended. The independent variable, mass, also needs to be covered in my preliminary work to determine the best range of values I will set it to for the actual experiment. Also this will make it easier for me and save time later as I would already be familiar with the composition of the balls. Preliminary work will also allow me to identity any arising problems at an early stage and determine the required apparatus needed to complete the experiment. Preliminary results: Varying height HEIGHT (CM) DIRECTED SURFACE MASS (G) CRATER SIZE (MM) 1 2 3 Mean 20 Fine aquarium gravel Golf ball (42) 65 64 63 64 40 Fine aquarium gravel Golf ball (42) 86 86 87 86. 33 60 Fine aquarium gravel Golf ball (42) 93 93 92 92. 66 The table shows that as the height at which the ball is dropped from increases the crater size also increases. However from the preliminary work I have decided that I will keep a constant height larger than the ones tested. This is so more disperse results will be produced which will make the results clearer in order to notice any trends. Varying directed surface DIRECTED SURFACE HEIGHT (CM) MASS (G) CRATER SIZE (MM) 1 2 3 Mean Fine aquarium gravel 50 Golf ball (42) 91 91 92 91. 33 Silver sand 50 Golf ball (42) 93 94 93 93. 33 Fine sand 50 Golf ball (42) 94 94 94 94 As can be seen from the table, there is not much difference between the crater sizes produced when the golf ball is dropped into different directed surfaces. However if my intervals of height were higher then more disperse results would most likely be produced. Varying mass MASS (G) HEIGHT (CM). DIRECTED SURFACE CRATER SIZE (MM) 1 2 3 Mean Ping pong (2. 6) 50 Fine aquarium gravel 42 42 40 41. 33 Plasticine (29. 1) 50 Fine aquarium gravel 64 62 63 63 Golf ball (42) 50 Fine aquarium gravel 92 93 92 92. 33 As can be seen from the table, mass has a significant affect on the crater size. Amongst the balls I was to experiment during my preliminary was a steel ball, however initial testing showed that the ball sunk right into the directed surface which would have made it difficult to measure accurately. So I replaced it with plasticine, and I discovered that the size of the plasticine could be altered in order to vary the mass. So I was able to alter the size to match a similar mass of a steel ball. The usefulness and findings of my preliminary results, in accordance to the actual experiment, can be found in the variable table below: Dependent Variable value how measured Crater size Centimetre (cm) Recording should be repeated twice Vernier caliper Independent Variable Mass Grams (g) 5-35 Electric scale Control Variables Height Centimetre (cm) 100 constant Metre ruler Directed surface Fine aquarium gravel constant As mentioned earlier, using plasticine I am able to alter the mass to a range required. This is primarily the reason why I have chosen to use plasticine constantly throughout the experiment. By means of altering the mass for each recording I will be able to pre-set the intervals by 5g as required. Whereas if I were to use different balls I wouldnt be able to present a range of results through varying ranges. METHOD: I am now able to verify the apparatus needed to complete the investigation: Large plastic tray   Fine aquarium gravel to fill the tray   Plasticine Meter ruler to measure height   Two stand, bosses clamps to hold metre ruler and plasticine ball   Standard ruler used for leveling of aquarium gravel. Electric scale to measure mass of plasticine   Vernier caliper to measure crater size   Safety goggles (optional)   Set square (optional) Below is a diagram showing how the apparatus should be set up: The following steps will need to be carried out in order to conduct an accurate and more importantly successful experiment: 1. Begin by setting out the apparatus as shown in the diagram above. It is required that 1/3 of the plastic tray is filled with the provided fine aquarium gravel. 2. Ensure that the boss of the clamp is positioned directly above the surface so an attached ball will fall directly below onto the surface. 3. Knowing the first range of mass is 5g, using the plasticine adjust the size until the mass totals 5g on the electric scale. 4. Tighten the plasticine ball to the boss of the clamp ensuring that it is positioned at 50cm height. A set square can be used to ensure the ball is placed at a straight angle. 5. Using the standard ruler provided smooth the fine aquarium gravel so it is level. 6. Now ensuring that the plasticine is positioned at the correct height (50cm), it is placed at a straight angle and the surface is smooth, loosen the boss and the plasticine should fall onto the surface using the force of only gravity. 7. Without putting any pressure on the ball, remove it from the surface. 8. Finally using a vernier caliper measure the diameter of the created crater. The results of this should be recorded into the results table. 9. In order to produce the most accurate results possible, repeat stages 3-8 twice more using the same mass of plasticine. However it is required the mass of plasticine is measured again as this may have changed during the first recording. 10. Repeat the whole experiment again but stage 3 should be altered so the mass of plasticine is 5g heavier than the one before. This procedure should continue until you have recorded final results for 35g. Safety is not a major factor to take into consideration. However it is optional to wear safety goggles in order to avoid a rare occasion of any fine aquarium gravel coming into contact with eyes. And as usual general safety will need to be carried out by placing bags away from the area used for the experiment and ensure the desk is cleared of all books and stationary.  Fine aquarium gravel   Fine aquarium gravel. Fine aquarium gravel   Fine aquarium gravel Fine aquarium gravel   Fine aquarium gravel   found that altering the size of the plasticine to match the required range was time consuming and at times recordings had to be repeated as the mass wasnt accurate. However using plasticine gave me additional independent control than I would have had if I used a range of different balls.

Oishi: Strategic Marketing Plan

Oishi: Strategic Marketing Plan Part 1 Oishis Strategic Marketing Plan 1 Introduction Oishi is the leading snack food manufacturer in China. Since its establishment in 1993, Liwayway Holdings Company Limited, owner of the Oishi brand, has been in the cutting edge of innovation and aggressive marketing activities. The company rapidly expanded across the country and established a large distribution network. The Oishi brand has also become one of the most recognized snack food brands in China. Children have been the main consumer group of the Oishi products. However, market changes in the perception of snack food have occurred. Childrens parents become wary of the growing obesity problem among the children. The obesity dilemma has been attributed largely to salty snack foods being consumed by children. Numerous studies were conducted showing the direct relationship between â€Å"junk foods† and obesity. Parents are now shifting to healthier food for their children. The market for the traditional salty snack food and other similar food will be affected significantly by this change in consumer behavior. Hence, Oishi should develop a new marketing strategy to maintain its leadership and overcome the threat of its consumers changing or shifting to other food. In this marketing plan are proposed steps to improve its current marketing activities and provide new and additional alternatives. The development of a marketing mix geared toward manufacture of new food products that satisfy customer needs and wants is the major proposition in this marketing plan. A shift in target market segment is also recommended, identifying the young adults (ages 18-34) as the new primary consumer base for the Oishi brand and products. 2 Background Oishi is a leading snack brand in China manufactured in more than 100 variants of snack foods. The brand is manufactured under various product lines of salty snacks such as potato chips, prawn crackers, peanut crackers as well as other snack food including cookies, popcorn and corn curls, cereals, and marshmallows. Among Chinas vast market, Oishis principal consumers are children. The Oishi brand is owned by Liwayway Holdings Company Limited (LHCL), which traces its roots to the Liwayway Marketing Corporation (LMC) established in the Philippines in 1946. Carlos Chan, owner of the LMC, embarked on an ambitious expansion plan in China in 1984 and set his attention to Shanghai. Nine years later, Chan established the LHCL to manufacture, distribute and sell Oishi products in the country. The company aggressively marketed the Oishi brand targeting the children segment of the market as its primary consumers. LHCL grew rapidly in the following years by expanding outside Shanghai and building manufacturing and distributing facilities in other parts of China. The company established sales and distributions across the country, which included urban cities and smaller inner towns. LHCL was able to establish a network of more than 400 dealers nationwide. Due to the aggressive marketing strategies and strong management capabilities of LHCL, the Oishi brand became a famous snack brand in the country. Oishi was eventually recognized as a Shanghai Famous Brand in 2001 and was awarded as a China Famous Brand in 2006. The company took bolder steps and entered the market of Vietnam in 1997 and Myanmar in 2006. At present, expansion in Thailand and Indonesia is under development (Oishi.com.cn). 3 Strategic Objectives The creation of strategic objectives of the marketing plan is necessary, as it will serve as the companys guide and measurement in achieving its goals. The firms strategic objectives will aid it in gaining competitive edge in the industry and maintain its leadership. The primary objectives for this marketing plan are the following: To be the industrys leading manufacturer and seller of healthy and quality snack foods Deliver customer satisfaction and establish long-term relationships with customers Improve production and distribution process by establishing long-term relationship with both suppliers and distributors Increase profitability by providing quality snack food with added value but at lower costs In order to achieve these strategic objectives, the following specific marketing objectives and strategies will be employed: Raise market share to 20% for the next five years Increase advertising and promotional activities by utilizing all forms of media communications broadcast, print and electronic (primarily the Internet) to increase greater awareness of the Oishi brand and its products Augment and amplify nationwide presence by establishing more distribution points and getting more sellers and distributors Increase production and offer more product variants that use health-enhancing ingredients to capture other segments of the market Improve worker productivity The above strategic marketing objectives will serve as a guide in the creation and employment of a marketing plan. 4 Environmental Scan of Factors that Affect China Snack Industry Competition China is an attractive market due to its large population and strong economic potential. In almost any industry, numerous firms are vying position to become a leading player. The snack market is not an exception to this competition. Chinas snack food industry is highly competitive with various companies seeking competitive advantage. The Chinese snack market is a $3-billion-a-year industry (Terhune, 2005), hence foreign and domestic companies are competing to gain a sizeable percentage of the market share from this profitable industry. 5 Five Forces Model Harvard Business School professor Michael Porter (1998) said that the state of competition in an industry is dependent on five basic forces, which ultimately will determine the profit potential in the industry. These five forces are intensity of industry rivalry, threat of new entrants, and threat of substitute products, bargaining power of buyers, and bargaining power of suppliers. Combined, these forces dictate the profit potential of the industry and its competitiveness. In table 1, a summary of the five forces affecting the industry competition is shown. 5.1 Industry Rivalry The Chinese snack market is composed of domestic and international players competing for a share of the market. Among the major competitors of the Oishi brand are foreign companies like Pepsi as well numerous local firms such as Wangwang, Master Kong and Dali. These competitors offer almost similar products but of different brands or trade marks, making the industry highly competitive. Due to the highly competitive characteristics of the industry, the there are many companies competing. It will be too costly as well to leave the industry and change products. However, despite the number of companies competing, Chinas large population with an increasing number of people capable of purchasing the snack food, the China market remains competitive and is far from maturity or being exhausted. 5.2 Threat of New Entrants The threat of new entrants is high as barriers to companies entering the competition are relatively low. Government regulations on the formation of companies entering the snack market are not too strict. Even community-owned companies can enter into the competition. Capital requirements for entering into the snack food industry do not need to be large. However, if a new company wishes to compete with the largest companies, this will serve as a barrier to them. As stated earlier, product differentiation is not present. Although brand identification is an important barrier to new competition, smaller Chinese companies can easily set up business although at a local level. As such, many smaller firms manufacturing and selling snack food are being set up across the country. 5.3 Threat of Substitute Products Substitute products for salty snack foods are foods manufactured with health-enhancing ingredients. Consumers, most especially the health conscious parents, can easily shift to these products for their children. The prices of the substitute products are also almost the same with the traditional snack foods being sold. Thus, consumers will not hesitate to buy substitute foods that are enriched with healthy ingredients. The USDA Food and Agricultural Service stated in a report that youth perception in food consumption is changing toward a healthier diet, especially those living in Shanghai (Global Agriculture Information Network [GAIN] Report 3). 5.4 Bargaining Power of Suppliers Suppliers can possess significant bargaining power with regard to the pricing of their products if they act as a group dominated by a few companies and they more concentrated than the industry they sell to (Porter, 1998). However, in the case of China, suppliers are scattered around the country and are not acting in a group. They also do not offer unique or differentiated materials to sell to the industry players. Suppliers also do not possess that capability to integrate forward into the industry. Thus, suppliers do not have sufficient bargaining power in the Chinese snack food industry. 5.5 Buyers Bargaining Power Porter (1998) said that buyers can exert influence in the industry if the following characteristics are met: They act as a group, Purchase in large volumes, The products are undifferentiated, forms component form of the product and represents a significant portion of the cost, The quality of the product is unimportant to the consumer, The product does not save the buyer a money, The buyers pose a credible threat of integrating backward to make the companys product. Except for the products being undifferentiated, buyers do not possess the capacity to exert influence in the industry since most of the characteristics mentioned above are not present. Hence, Chinese consumers are not significant in influencing the industry players. However, with the recent trend of the changing consumer perception and demands on higher quality products, the consumers are now looking for healthier snack foods. Thus, they are beginning to acquire power to influence the manufacturers of snack food to create health-enhancing processed food. In sum, the Chinese snack food industry is highly competitive but is far from maturity. Profitability is still achievable at a high rate due to the large market of China. However, with the numerous companies jockeying for position in the industry and the changing consumer needs and value perception on snack food, LCHL needs to adopt a new strategic marketing plan in order to sustain its current leadership. 6 SWOT Analysis After identifying the factors affecting the competitiveness of the industry, an analysis of the organizational strength and weaknesses is also necessary in order to determine the aspects it needs to improve and alter. The identification of opportunities and threats is also important to aid the organization in drafting a marketing plan and identify the areas it needs to put focus on. A summary of the SWOT analysis is shown in table 2. Table 2 SWOT Analysis on LHCL Organization Strengths * Strong brand recognition * Good reputation in the industry * Adequate access to raw materials * Numerous varieties of products to choose from * Good networking and distribution system Weaknesses * Lesser appeal to the other segments of the market, especially the young adults * High cost structure * Insufficient patent protection Opportunities * Large portion of domestic market still not saturated * Shift or diversification to health-enriched food ingredients * Potential of expansion in the international market * Advancement in technology * Loosening up of international trade barriers Threats * Shift in consumer choice from traditional snacks to health-enhancing snack food * Emergence of new products * Flood of substitute products * Growing number of smaller firms entering the industry 6.1 Strengths The companys primary strength is its strong brand recognition across the nation. Oishi is a nationally recognized brand being awarded numerous titles. LHCL also has built a good reputation in the industry through its organizational management and innovativeness. The company has adequate access to raw materials and developed a good relationship with its distributors and sellers. Another strong point of the Oishi brand is the wide selection of product variants. Customers can choose from a range of products that suit their needs. 6.2 Weaknesses A weakness of the Oishi brand is its lesser appeal to the other segment of the market, most especially young adults in the range of 15-25 years old. This segment comprises a significant portion of the population and can increase the revenue substantially. LHCl also has a high cost structure, by having numerous facilities and employees. Although this characteristic can be considered as strength that the company possesses over its smaller rivals and in order to achieve a greater market share, this could be a potential weakness in terms of reacting rapidly to strategic market changes. The company also has insufficient patent protection. Protecting the companys formulas and ingredients in creating products is an advantage over competitors. This provides differentiation for the Oishi brand over other brands in the market. 6.3 Opportunities A large portion of the domestic market in China is not yet fully saturated, thus providing core opportunities for LHCL to grow. The company can still expand its operations inside the country to reach more consumers, especially in the inner towns. The advancement in technology such as the increasing utilization and importance of the Internet also provides opportunity for the company to have greater access to consumers. Technological advancements also offer improvements in the manufacturing processes of the company and in research and development area to improve its products. There is also a potential to expand in the international market as developing countries become more responsive to globalization. The relaxing of trade barriers in many countries such as tariffs due to globalization provides an opportunity for Oishi to penetrate overseas markets. 6.4 Threats The biggest challenge that company faces is the changing consumer taste in snack food. Consumers are now more conscious about their health, most especially parents of children that eat or consume the products. Numerous studies show that â€Å"junk foods† such as salty snacks are a cause of obesity. Marshall et al (2007: 175) suggested that parents overindulgence to their childrens whims such as requesting so much junk foods cause obesity, thus they recommended that parents should not give in to their childrens requests. With this changing consumer perception is the emergence of new snack food products that are enriched with healthier ingredients. Substitute products are now also flooding the market due to the growing awareness on obesity among children. These serve as threat to Oishis traditional snack food products. Also, the increasing number of smaller firms poses a threat to the company as they can eat up a significant portion of market. Although they operate on a smaller scale, they are numerous and present in every market where LHCL operates. 7 Marketing Plan Strategy involves the creation of a plan that integrates the organizations objectives, principles, policies and decisions and sequences of action into a cohesive whole (Proctor, 2000). A marketing plan is a strategic plan of action that an organization develops and employs to achieve its strategic goals as well as deliver customer satisfaction. Strategic marketing is therefore a challenge upon organizations to manage marketing complexities, satisfy customer and stakeholders expectations and reconcile market changes with the organizations resource capabilities (Bradley, 2003). Hence, the creation of a strategic marketing plan will provide definite and measurable steps that an organization can take to achieve its objectives, gain competitive advantage and deliver customer satisfaction and meet stakeholders expectations. Various forms of marketing methods can be applied in the development of a marketing plan. One form of marketing technique is the marketing mix. The 4Ps (product, price, place and promotion) of marketing mix is designed to develop a mix or package of products that meet the customers needs and wants. 7.1 Products As stated earlier, consumers are now changing their perceptions on snacks. The consumers, particularly the mothers of young children, are more conscious about the health benefits they or their children could get from the products they buy. A very important question here is, â€Å"Does the company produce the products that the consumers want?† It is not the company who will dictate what products it would sell but the consumers should dictate what products they should buy. Hence, it is necessary for LHCL to manufacture snack food products that satisfy the desires of their consumers. The firm should start using health-enhancing ingredients while minimizing the changes it could make to the products. It is also necessary to create product differentiation. The Oishi brand should be differentiated with other brands by the adding more characteristics to the products, such as lowering its costs or providing incentives to consumers and customers. 7.2 Price The prices of Oishi products should be competitive in order to attract more customers and consumers. At present, the prices of the Oishi snack food are competitive. However, the firm can add more value to the products by giving freebies or additional benefits to loyal customers. This will ensure that loyal customers will not shift to other brands. It will also entice new customers, particularly those in the areas not yet covered by the company. 7.3 Place LHCL should expand its presence all over the country to include more inner townships and communities. The current distribution network of the company, which comprises large distribution enterprises and small family businesses, can be enlarged to include community-owned enterprises as well as direct sellers. In places where there are no available distributors, the company can put up its own distributing centers. The Internet is also another place for distribution or can be used to enhance the current distribution system of the company. Orders can be placed online and a tracking system can track the progress of the orders. Retailers can and wholesale distributors can use this facility with regard to their purchase orders. 7.4 Promotion Promotional or advertising programs are necessary to increase consumer awareness on the Oishi brand and its products. In increasing consumer-awareness, the company should increase its advertising and promotional activities. The company should put significant investment in advertising so that revenue-generation can be increased even more. It can enhance increase sales by 20-50% and entice more customers thereby increasing market share. All forms of media must be utilized such as the traditional advertising facilities in the print and broadcast media. The Internet is another major tool for promoting the product. Presently, the companys website provides basic information on the products. The website can be enhanced by adding more information such as the health benefits that the products can offer to the consumers. The US FAS said that young adults or the 80ers (those belonging to the 18-34 year-old range) are increasingly using the Internet in buying snack food. Thus, LHCL can use the I nternet to increase its sales and attract these â€Å"high-tech† consumers. 7.5 People In order to implement the marketing mix program, a creative marketing department or team must be established. The creative team will be responsible for the development of creative advertising materials and promotional tools. They will do further market research to identify which segment of the market is most receptive of the products and to identify more specifically the consumers needs, desires and buying behaviors. 8 Market Segmentation Market segmentation is necessary to identify the specific consumer base of the company. As stated by Proctor (2000: 189), segmentation is a powerful component of marketing strategy. The Chinese snack food market is composed mostly of young adults and children as the main consumer groups. Traditional consumers of the snack food belong to these generations. With the inclusion of parents as guiding their children in selecting snack foods, the Chinese snack food market is a $3-billion industry. Previously, Oishi is targeted towards children. Children below 15 years old were the previous main consumer group for the Oishi products. However, numerous studies (Mrshall et al.; Curtis McCluskey; French et al.) show that children are becoming obese due to eating â€Å"junk foods† such as salty snacks, potato chips, and other similar products. Parents are already concerned about this rising obesity trend on their children. Further, the US FAS also reports that young adults, particularly in Shanghai, are changing their perception on food consumption. The report states that the Shanghai youth are more likely to purchase high-quality food products such as fresh milk and organic produce (GAIN Report 3). LHCL should therefore target these consumers to be its main consumer base in the near future. The marketing mix design provided earlier specifically addresses this issue. The marketing mix is focused on attracting the young adults and health-conscious consumers. They will be the primary consumer base of the Oishi brand. Part 2 Report Marketing concerns satisfying customer needs and wants and in doing so paves the way for achieving the organizations objectives (Proctor, 2000). This is a general principle applicable to all organizations in the business community. Since the opening up of China in the global market, numerous companies have put their investments in the country in the hope of establishing a leading position or at least take a substantial portion of the large Chinese market. Due to the unprecedented increase of foreign firms, domestic competition in every industry has intensified. However, local or domestic brands are still preferred by Chinese consumers at the expense of foreign multinational brands (Ewing et al, 2003: 84). Nevertheless, the presence of global corporations in China provides competition against domestic companies. Developing an appropriate marketing strategy that will satisfy customer demands should be the goal of every organization in order to achieve competitive advantage and attain the organizations objectives. As Proctor (2000) stated, marketing is about the competitive positioning of products and services in the minds of the customers. It is also about the communication of messages and images (reflecting product and service positioning) and the means which are used to convey these messages and images to the customers. Although there is a preference for local brands by the Chinese, the presence of foreign companies are to be considered a major threat as they are capable of creating products and services that meet the needs and wants of the consumers. It is important that every organization should analyze the market conditions and the relationships that exist within the market in order to identify which segment of the market to target. Market segmentation is therefore another crucial factor in the creation of a marketing strategy. Proctor (2000) points out that market segmentation amounts to partitioning a market into a number of distinct sections, using criteria, which reflect different and distinctive purchasing motives and behavior of customers. Separating the market into various segments or groups helps companies determine their specific market and establish a loyal customer base. This is particularly important for entering new markets as well as maintaining current position in market. Another significant concept in marketing is the product life-cycle. This concept is a sequence of stages to determine the life-cycle of a product or service. There are four stages, namely introduction, growth, maturity and decline, in the product life-cycle. In the introduction stage, the new products are introduced into the market. An organization will seek to build market awareness on the product and establish a market for it. Once introduced and a market has been established, the product will be marketed and sold and new features may be added to expand its market this is the growth stage. The product will then reach its maturity, and at this stage improvements will be needed to maintain its peak such as lowering its price or new distribution channels are created. When the product saturated its maturity stage, a decline in sales will occur. This is the declining stage. At this point, the company may choose to maintain the product and sell it to a loyal segment of the market or stop its production. The product life-cycle concept is necessary so that LCHL can manage its products and plan for future products or services when the current offerings have reached their declining stages. An important marketing principle as well is the Boston Consultancy Group (BCG) growth-share matrix. This concept is relevant to companies with several portfolios. Under the BCG matrix, a companys different portfolios or divisions growth and market share will be analyzed and categorized into four elements; cash cows, stars, question marks and dogs. Cash cows represent portfolios that generate more profit than the expenses it incurs. Stars generate large amounts of cash, but also consume a large amount of money due to its relatively large market share. Question marks, on the other hand, are portfolios that grow rapidly but generate less income due their low market shares. Dogs, meanwhile, are those portfolios that have low market share and low growth rate, and therefore generate low income. (NetMBA.com). This matrix is particularly important for Oishi brand so that the company can identify which of its product variants are cash cows, stars, question marks or dogs and which portfolio ne eds to be improved. All of the above concepts can contribute to achieving competitive advantage for a company. It is common that every business organizations ultimate and strategic goal is to gain competitive advantage over its rivals. Carpenter et al (2001) said, â€Å"Competitive advantage can arise from satisfying customers better, faster or more cheaply than competitors†. Porter (1998) said that the competitive strategy takes offensive or defensive actions to create defendable position in an industry, in order to cope successfully with competitive forces and generate superior return on investment. He added that the basis of above-average industry performance is sustainable competitive advantage (qtd in 12Manage.com). In the Porter model, competitive advantage has two basic types; cost leadership and differentiation. Cost leadership occurs when a company offers the same product or service at a lower price than its rivals. Differentiation advantage occurs when a company delivers higher quality products or services at the same price as its competitors. A third type, focus, appears as an advantage when a company focused its strategy on a particular or narrow segment of the market to create a loyal base of customer and become the company of choice in the same market segment. In sum, the above marketing concepts help in gaining competitive advantage and profitability for the company. Hence, LCHL should adopt all the concepts stated above and incorporate those in its corporate strategy and strategic marketing plan. It is necessary that LCHL should maintain its current leadership by creating a competitive marketing strategy. Reference About Oishi. Liwayway Holdings Company Limited, n.d, from http://www.oishi.com.cn/en/about.htm. Bradley, F (2003) Strategic marketing: in the customer driven organization. Chichester: Wiley Print. Carpenter, G., Glazer, R and Nakamoto, K. (2001) â€Å"Market-driving strategies: toward a new concept of competitive advantage†, Kellogg on Marketing. New York: Wiley Press, pp. 103-130. â€Å"Competitive Advantage†, 12Manage.com. 12 Manage, n.d. Web. Ewing, M., Napoli, J and Pitt, L. (2003) â€Å"The development of domestic brands in China†, Chinese Economic Transition and International Marketing Strategy, pp. 84-95. French, S., Jeffrey, R., Story, M., Breitlow, K., Baxter, J., Hannan, P and Snyder, P. (2001) â€Å"Pricing and promotion effects on low-fat vending snack purchases: the CHIPS study†, American Journal of Public Health, pp. 112-117. â€Å"Global agriculture information network. Shanghais youth market: changing perceptions in food consumption†, USDA Food and Agriculture Service, People Republic of China Market Development Reports, Retrieved November, 2008. Marshall, D., ODonohoe, S and Kline, S. (2007) â€Å"Families, food and pester power: beyond the blame game?†, Journal of Consumer Behavior, pp. 164-181. Porter, M (1998) On competition, Boston: Harvard Business School Publishing. Proctor, T (2000) Strategic marketing: an introduction, London: Routledge Press. Terhune, C (2005) â€Å"To bag Chinas snack market, Pepsi takes up potato framing†, The Wall Street Journal Online. â€Å"The BCG growth-share matrix.† NetMBA.com. NetMBA, n.d. 360 Degree Feedback: Analysis 360 Degree Feedback: Analysis 1. Introduction The researcher has highlighted the research question, aim and objectives, before the specific introduction to give a clear picture of the dissertation. 1.1 Research Question To ascertain whether 360 degree feedback could prove to be a promising appraisal mechanism for the staff motivation and development in the current economic crisis and funding cuts? 1.2 Aims and Objectives The research sets out to explore the relevance of 360 degree feedback appraisal system in contrast to the traditional appraisal process currently functional in the library and technical services department of the University. What is 360 degree feedback and in what ways it could prove to be an efficient tool for continuous improvement, development? What is the current functional appraisal technique in the universities library/technical services department and the benefits of introducing 360 degree feedback as an appraisal tool? To analyse the functions/pitfalls of introducing 360 degree feedback within the library/technical services department of the University, with an emphasis on its use for the continuous improvement, development and motivation of the staff. 1.3 Specific Introduction â€Å"University staffs tend to report high levels of stress at the best of times, and academic staffs usually rate their experience of stress as higher than other staff groups in the higher education setting,† (Easton and Laar, 2010). The current funding cuts by the government and the global financial crisis demands a major change in the way various processes function across universities in United Kingdom (UK). The current study is an endeavour to address the numerous limitations in between the traditional appraisal system and the 360 degree tool. The researcher aims to expand the literature that previously exists on the 360 degree appraisal system and to analyse why the gap exists in between both the processes. The researchers primary focus is on the staff motivation and personal development as the key factors that need consideration within the University of Huddersfield. The researcher has given a thorough critical analysis of the 360 degree feedback appraisal system through the review of the academic literature and has focussed on identifying whether or not there are any benefits of using 360 degree feedback over the traditional appraisal systems. As stated by Mason, et.al, (2009), multi-rater feedback is by fa r the best tool for staff development and monitoring effective continuous development in any organisation. Borman, (1997); Javitch and Burke, (1995); Yammarino and Atwater, (1997) state that one of the elementary assumptions of the 360 degree feedback approach is about the employees specific workplace behaviour and when compared to an individuals perception, can act like a catalyst and prove extremely beneficial for enhancing the employees self awareness, self development, motivation and subsequent behavioural change (Church, 2000). Concurrently, Cardy, et.al., (2011), critic that although the evaluation from 360 degree feedback includes feedback from all directions managers, colleagues, customers and the responses from all the point of views propose immense probability for improvement, insight and learning, the feedback from these multiple source seldom agree. On the rating scale, colleagues may rate some characteristics higher while managers may rate those very characteristics lo wer and likewise. The whole prototype of 360 degree feedback interpretation and evaluations can draw a perplexing image of the feedback which will hardly be of any significance to the individual in improving their performance. The underlying rationale of this study has been to evaluate the pros and cons of the traditional appraisal system currently functional in the university, and to analyse by what extent the human resource department, can benefit by introducing 360 degree feedback as their employee appraisal mechanism, especially in relation to the motivation and development of staff. 1.4 Research Plan The below figure (Figure.1) gives a diagrammatic representation of the research plan. The researcher has used the mind mapping technique to construct the research plan (Buzan and Buzan, 2007), which gives a clear picture of how the research task is carried forward as per the time line set by the researcher. The research plan has helped the researcher to carefully pre-plan the actions that needed to be taken during the research. In the following chapters the researcher has critically analysed the 360 degree feedback tool. The literature review covers the latest developments in the 360 degree feedback mechanism along with a thorough comparison with the traditional appraisal system currently functional in the library and technical services department of the University of Huddersfield. The research methodology chapter gives a thorough account of the research design chosen by the researcher, the various techniques used for the research, discussions about the semi structured interviews and questionnaires, followed by the analysis of data, research findings and conclusion. Chapter 2 2 General Literature Review 12-21 2.1 Specific Literature Review 21-27 2.2 Summary of the Literature Review 27 2. General Literature Review â€Å"The way 360 degree feedback is done seems to be critical to successfeedback interventions depend for their effectiveness on the extent to which they augment task motivation and encourage learning, although there are moderating variables such as the nature of the task,† (Kluger and De Nisi, 1996; Tyson and Ward, 2004). 360 degree feedback is an appraisal system used in strategic Human Resource management (HRM) as an intervention and an evaluation technique for personal development of the employees (Cardy, et.al, 2011; Fleenor, 2008; Tyson and Ward, 2004). It has also been referred as the ‘‘vital sign of the modern organization (Fortunato and Smith, 2008; Church and Waclawski, 1998). In this process the employees receive confidential, anonymous response from colleagues, managers, customers, family members etc (Figure 2). About three to five people fill out an anonymous online feedback form that asks questions covering a broad range of workplace competencies. The feedback forms include questions that are measured on a rating scale and also ask raters to provide written comments. The person receiving feedback also fills out a self-rating survey that includes the same survey questions that others receive in their forms. Various authors have outlined that 360 degree feedback is quite effective as it is a non bias process which makes performance management a more objective and fair process (CIPD, 2009), in contrast to the traditional appraisal processes where in a lot depends upon how the appraiser perceives the individual, which can be bias and less transparent. The 360 degree feedback has been used in many organisations for the development of staff members, and the gap in the two appraisal systems is due to the bias nature of the traditional appraisal mechanisms over the transparency of the 360 degree f eedback process. While traditional measures of appraisal systems date back to decades, current literature highlights the multiple developments in the field of appraisal techniques (Dalton, 1996). One among the later developments in the field is the 360 degree feedback appraisal mechanism. This research has explored the relevance of 360 degree feedback appraisal system in contrast to the traditional appraisal process currently functional in the University. Specifically, the author has examined how employee motivation and personal development are affected by 360 degree feedback. The aim throughout the research has been on comparing the traditional appraisal system functional in the University of Huddersfield (UOH) with the 360 degree feedback methodology by exploring how it could contribute in the personal development and motivation of the staff members within the University of Huddersfield. Meyer, (1991); and Folger and Cropanzano, (1998), disagree that evaluations of traditional appraisals are often positively inflated as usually the appraisers are not trained to give negative feedback, and if this is the manner in which the appraisals are conducted then the effectiveness of the performance management process will significantly be undermined (Guangrong, 2010; McCarthy and Garavan, 2001). Therefore one could state that if the tool if used accurately it can provide a non bias and more transparent appraisal system, which may decrease the possibilities of employee dissatisfaction in contrast to the traditional appraisal mechanism, and can emerge as an excellent motivational factor for the employees. As a matter of fact ‘360 degree feedback can significantly enhance the performance management process (Staff360, 2011; CIPD, 2009). However Fleenor, (2008) and Vinson, M.N. (1996) disregards the facts about the effectiveness of 360 degree feedback as people may use their role as a feedback provider as an opportunity to criticize others behaviour at work. According to Chartered Institute of Personnel and Development, (2009) if the 360 degree tool is perceived to be in any way threatening, it can seriously damage both commitment and performance. â€Å"It is important that people receive regular honest feedback on their performance. They should understand how their role contributes to overall organisational aims and objectives and how they are performing against agreed criteria. 360 degree feedback can enhance this process by widening the scope for information from the line manager relationship to embrace a wider range of opinion. However, it is important that this is carried out sensitively and fairly,† (Staff360, 2011). Lepsinger and Lucia, (2009); Fleenor, (2008); Tyson and Ward, (2004) comprehend that there are direct evidences of employees performance improvements from 360 degree feedback appraisal mechanism. Various authors research prove that 360 degree feedback also results in improved customer satisfaction, improved management skills and these improvements motivate the employees to work on their identified strengths and use them for advancement in their carrier (Edwards and Ewens, 1996; Hazucha et al. 1993). Hence, the current study is an attempt to deal with the several limitations, and develop the literature that previously exists on the 360 degree appraisal system and to analyse why does the gap exist in between the traditional appraisal system and the 360 degree tool. â€Å"The University of Huddersfield has charitable status as an exempt charity under Schedule 2 to the Charities Act 1993 (amended by the Charities Act 2006). It is therefore subject to charity legislation but is not required to register with the Charity Commission and is not regulated by it. As an exempt charity, the University does not have a registered charity number. In 2010, the Higher Education Funding Council for England took over as the ‘Principal Regulator for the institutions it funds and now has a general duty to promote compliance with charity legislation. This does not affect the Universitys status as an exempt charity,† (hud.ac.uk, 2011). The UK governments educational funding slice and the recession hit economy demands a drastic alteration in the way various processes function across the Universities in UK. However, since the 360 degree feedback is a tool primarily developed and used mainly in the private sector organisations, there is a challenge in its implementation in a public sector or a third sector organisation and as in this case, the University of Huddersfield which is a registered for charity organisation. Brutus et al., (1998) support that the reactions to performance measurements may vary between public and private sector organizations—public sector managers underestimate their achievements compared with private sector managers, for example. Hence, based on these findings one could ascertain that there is a greater need for motivation and development of employees in the public/third sector organisations, and the 360 degree performance appraisal system is an HRs ideal response to combat such issues. As suggested and supported by Lepsinger and Lucia, (2009); Borman, W.C. (1997); Javitch, M.J. and Burke, W.W., (1995); Yammarino, F.J. and Atwater, L.E. (1997), one of the elementary assumptions of the 360 degree feedback approach is about the employees specific workplace behaviour and when compared to an individuals perceptions, can act like a catalyst and prove extremely beneficial for enhancing the employees self awareness, self development, motivation and subsequent behavioural change (Church, 1995, 2000). The researcher has explored the 360 degree appraisals methodology that has become popular in human resource circles over the last few years, wherein the employees performance is assessed by their colleagues, managers and others and has analysed its benefits over the traditional appraisal processes. Brown, (2006) criticizes that while the 360 degree process seems like an interesting idea; it involves more meetings and many forms to be filled out in comparison to the traditional appraisal systems. However Maylett, (2009) and Wiley, (1993) supports that 360 degree feedback can prove to be a good instrument for the staff development as this process gives an individual in-depth performance feedback and hence based on the findings the employee can work on their personal development, by getting trained in the area where there weakness lies and the time lost in filling the extra forms are worth the effort. Arguments from different authors suggest that the feedback systems have always been in to existence in the organisations in some form or the other, but of-late has been developed and given a name ‘360 degree feedback and according to Garavan, et al., (1997) 360 degree feedback process is like an ‘old wine in new a bottle. It is also known as multi-rater feedback and is an appraisal process in which the individual is assessed by themselves, colleagues, managers, stakeholders, customers, etc. The 360 degree instrument can be used to achieve various goals and one aspect of it is the need of continuous measurement of improvement efforts, development of staff and their motivation. Ward, (1997) defined 360 degree feedback as ‘the systematic collection and feedback of performance data on an individual or group derived from a number of the stakeholders in their performance. †Because of their shorter expected tenure, women are less likely to be as motivated by the deferred rewards of career ladders. As a consequence, she argues that employers with large shares of women have historically used shorter-term rewards and undertaken more routine and extensive monitoring,† (Brown and Heywood, 2005; Goldin, 1986). Various authors criticize that traditional appraisal techniques are not that effective in case of female employees and there are many incidences of gender bias in appraisals. Renowned authors, Brown and Heywood, (2005) support that ‘a major and recurrent criticism of the traditional appraisal process is its openness to subjective and discriminatory outcome. The primary goal of this research has been to expand beyond the current literature by analysing the data and results to create suggested policies for the University of Huddersfield, to implement pertaining to the improvement of staff morale and productivity. Furthermore, on reviewing the growing body of literature and the research on 360 degree feedback, the researcher was able to identify the usefulness of having 360 degree feedback over the traditional appraisal processes in the University of Huddersfield; the study has also given ample scope to the researcher in developing more insightful questions. The author has identif ied the various factors on which the success of 360 degree feedback mechanism depends; the literature supports that more effectively the 360 degree instrument is implemented the better are the results. Newbold, (2008) highlights that that if the tool is implemented accurately, with the proper training and the correct resources, a 360-degree appraisal could prove to be a powerful and positive addition to any performance-management system. The 360 degree feedback has been used in many organisations for the development of staff members, and the gap in the two appraisal systems is due to the bias nature of the traditional appraisal mechanisms over the transparency of the 360 degree feedback process. Various authors have outlined that 360 degree feedback is quite effective as it is a non bias process which makes performance management a more objective and fair process (CIPD, 2009), in contrast to the traditional appraisal processes where in a lot depends upon how the appraiser perceives the individual, which can be bias and less transparent. Maylett, (2009); Meyer, (1991); Folger and Cropanzano, (1998), argue that evaluations of traditional appraisals are often positively inflated as usually the appraisers are not trained to give negative feedback, and if this is the manner in which the appraisals are conducted then the effectiveness of the performance management process will significantly be undermined (McCarthy and Garavan, 2001). Therefore one could state that if the tool if used accurately it can provide a non-bias and more transparent appraisal system, which may decrease the possibilities of employee dissatisfaction in contrast with the traditional appraisal mechanism, and can emerge as an excellent motivational factor for the employees. However Vinson, (1996) disregards the facts about the effectiveness of 360 degree feedback as people may use their role as a feedback provider as an opportunity to criticize others behaviour at work. â€Å"Multirater feedback has several significant advantages over single-rater assessment. Rather than relying on the perceptions of one individual, multirater feedback takes into account multiple perspectives. Those working with the employee, along with the supervisor, are generally able to provide a more comprehensive picture of an employees behaviour or performance. This is especially critical when the supervisor does not have the opportunity to observe all areas of an employees performance,† (Maylett, 2009). Maylett, (2009); DeNisi and Kluger, (2000) support that ‘360-degree feedback for decision making affects the actual ratings given to the individual being appraised and these systems should be primarily, if not exclusively for developmental purposes (Figure 3). Furthermore, the conditions in which 360 degree feedback work in an organisation largely depends upon the perception of 360 degree feedbacks potential to enhance human resource management system of the organisation. As suggested by Lepsinger and Lucia, (2009) factors like culture (that supports openness and honest feedback) and systems (that minimise irrational responses and have built in ways to identify people whose ratings are untrustworthy) assess if the organisation is ready to implement the 360 degree feedback process, and the researcher has explored the possibilities of its implication in the University of Huddersfield, based on these grounds. 2.1 Specific Literature Review This section of the dissertation takes a specific critical standpoint on whether 360 ° feedback as strategic Human Resource tool have a profound strategic justification in the University of Huddersfield (UOH) which is a registered for charity organisation (hud.ac.uk, 2011) . The researcher has given a critical account of the 360-degree feedback tool, as an option for performance development appraisals and for motivating the staff in performing better, in the registered for charity organisations. Currently, the 360 degree tool is not very common in the third sector, registered for charity organisations and the investigation could be a scope for a research elsewhere. According to Berk, (2009); and Fortunato and Smith, (2008) 360 degree feedback is an appraisal tool used by approximately 90% of the Fortune 1000 organisations (Fortunato and Smith, 2008; Bracken et al., 2001; Tornow and Tornow, 2001; Edwards and Ewen, 1996, 2001). Cardy, Leonard and Newman, (2011) believe that the incre ased popularity of the 360 degree feedback is unquestionable and that organisations have spent innumerable amount of funds in implementing the feedback system. However, Cardy et.al, (2011) argue that many Fortune 1000 companies have implemented the 360 degree feedback without having considered the purpose, which is not very advisable, as 360 degree feedback is at its best for staff development, motivation, and for administrative use such as in determining performance related salary. The utility of 360 degree feedback, mainly upward feedback, may be constricted when appraisers provide erroneous ratings (Bernardin and Tyler, 2001; Bracken and Timmreck, 2001). Kuvas, (2006) highlighted that the relationship between the performance appraisal and work is interrelated to the employees inherent motivation at work. For an employee to perform in an organisation, job satisfaction and motivation to execute an activity for itself, in order to experience the pleasure and satisfaction inherent in the activity (Kuvas, 2006; Deci et al., 1989; Vallerand, 1997). Cardy et.al. (2011) highlight that when feedback received from too many sources are used for the estimation of an employees performance the diverse sources of feedback seldom agree in their evaluation, although a broader understanding can be attained. Analysis and criticism of traditional appraisal system in contrast with 360 degree feedback The primary principle of appraisals is to put forward an opinion or feedback on how the employee performs in their current job role and to discuss further what could be done to facilitate the employee to perform the expected job, if they are not performing as per the objectives. Prowse and Prowse, (2009); and Randell, (1994) argue that appraisals are the systematic evaluation of an individuals performance linked to the organisations culture and behaviour. The various departments in the University of Huddersfield (UOH) use different appraisal mechanisms. The computing and library services, technical services and other administration departments of the University use a competencies framework for the staff appraisals. The appraisals are conducted half yearly (every 6 months) to follow up on the employees personal development plan. There are three documents that are usually taken in a one on one appraisal, the filled employee preparation form, the filled up competencies framework and the competency framework Role Profiling document which provides a brief idea of which level each role is at (Figure. 4). After the discussion the appraising line manager fills up the appraisal record which both the appraiser and the ‘appraisee sign and get a copy. This process is followed up every 6 months (Please refer to appendix 1 for appraisal documents). The purpose of the process is to facilitate the employees to develop in a systematic way so that university as an organisation functions in the best possible way utilising the optimum talent identified. Various authors support that the appraisal system also offers an opportunity to put across and discuss the employees achievements over the past year with th eir managers to confer their performance in general and make plans for the year ahead. The performance appraisals are potentially a solution for the organisations to get the most out of their employees (Prowse and Prowse, 2009; Armstrong and Baron, 2005). The scheme currently functional in the university is highly participative, with a huge emphasis on appraisal ‘self and making sure that the staffs have a key responsibility in determining their own improvement and personal development (UOH, 2011). â€Å"In order for an appraisal system to be absolutely flawless and effective a number of elements have to be in place, as in the understanding and agreement on performance goals, a process for collecting ongoing performance data and a framework of productive periodic review and formal appraisal discussions,† (Lepsinger and Lucia, 2009). Although the current appraisals seemed to have worked fine till date, the literature provides evidence of the flaws in the traditional appraisal processes. Lepsinger and Lucia, (2009); and Lee, (2006) highlight that disagreement on set performance criterion, the line managers inability as an appraiser to process the bulk of information received and the employees need, while being appraised to defend their self image, are the key factors which act as a barrier in the smooth functioning of the traditional appraisals. It could be argued that the two parties involved in a traditional appraisal usually do not agree with the performance criteria set and it is highly likely that a difference of opinion may crop up between the appraisers and appraisee on what it takes to perform the job effectively. Prowse and Prowse, (2009); and Lee, (2006) argue that that the appraisal practice cannot be executed successfully unless the appraiser has the right interpersonal skills to provide the feedback t o the appraisee. If the appraiser and appraisee do not come to a conclusion on what can mutually be agreed as a requirement for excellent performance, then it is quite evident that both may end up with diverse conclusions about the staffs effectiveness in meeting the set performance criteria. Furthermore, rather than reassessing the actions necessary for a thriving performance at work, if the traditional appraisal attempts to achieve a specific target or result, it hardly does anything to seize the gap in perception or help the appraisee in comprehending what amendments are vital for their advancement and development in performing the job (Lepsinger and Lucia, 2009). â€Å"Traditional performance appraisal systems are flawed in their design, implementation and use. Supervisors seldom are effective in using such systems because the assumptions that guide how we use performance appraisals are unsubstantiated,† (Lee, 2006). Lepsinger and Lucia, (2009); and Lee, (2006) solicit to discontinue the use of the traditional performance appraisal methods and state that the traditional appraisal processes that rely upon ratings should be discontinued and advanced performance management mechanisms should be adopted which are designed to produce ample quantitative and qualitative information. The line managers inability as an appraiser to process the mass information received is another major issue in the traditional appraisal processes. The though process behind an effective appraisal is very complex. Experts break down the intricate process for collecting and processing information used in the appraisal process (Lepsinger and Lucia, 2009). Merits of introducing 360 degree feedback as an appraisal tool in the University of Huddersfield â€Å"Critiques of appraisal have continued as appraisals have increased in use and scope across sectors and occupations. The dominant critique is the management framework using appraisal as an â€Å"orthodox† technique that seeks to remedy the weakness and propose of appraisals as a system to develop performance,† (Bach, 2005). As discussed previously The University of Huddersfield uses competencies framework for the staff appraisals. The competencies framework is a description of the relevant behaviours needed to be competent in the job roles and support the organisation in remaining an exceptional University. The competencies appraisal framework boasts to benefit the employees by providing precision of performance expectations, uniformity and fairness throughout the appraisal, allowing superior identification of individual development requirements and giving a clearer picture of required skills to progress in the career path. In turn the university benefits by a lucid method of continuous development and performance management, enabling the identification and prioritisation of improvement needs to facilitate the improved stipulation of the learning and development courses or other areas of development (Source: HR, 2011). â€Å"360 degree feedback can make a positive contribution to the appraisal system. It can help to gain agreement on expectations, by using a broader range of information, and by facilitating open discussion,† (Lepsinger and Lucia, 2009). There are numerous benefits of introducing 360 degree feedback in the University of Huddersfield. As per the discussions with the human resource staff and the appraising managers it can be argued that the current appraisal system functional in the university is not flawless. The bias nature of the one on one performance appraisals is prone to disputes among the appraising manager and the employees, and although the university has a procedure in place to resolve such conflicts it could still benefit by introducing 360 degree feedback along with the traditional appraisal mechanism to rule out any such possibilities of conflicts. 2.2 Summary of the Literature Review To sum it could be concluded that the 360 degree feedback has a proven record as an excellent tool for staff development and motivation. The researcher has observed that the tool has become increasingly accepted in the organisations worldwide ever since the masses have discovered its value. Since the academic literature supports the research question proposed by the researchers. Chapter 3 3 Introduction to the Research Methodology 29 3.1 Research Design 29-33 3.2 Research Strategy 33-35 3.3 Review of Research Data Collection Methods 35-36 3.3.1 Semi-Structured Interviews Qualitative Data 36 3.3.2. Questionnaires Quantitative Data 37-39 3.4 Pilot Test 39 3.4.1 Questionnaire Pilot Test 1 40 3.4.2 Questionnaire Pilot Test 2 40-41 3.5 Alternate Research Methods considered but 41-42 3.6 Ethical Considerations 42-43 3.7 Methods of Data Analysis 43-44 3.8 Summary of the methodology 44 3. An Introduction of the Research Methodology In this section of the research paper the researcher has explained the various types of research methods and techniques available, and used by the researcher, followed by a justification of why these methods have been considered appropriate for this dissertation and why the other methods have not been considered. The process of data collection and data analysis has also been described in this chapter. 3.1 Research Design The researcher throws light on the research design and gives a general idea of how the researcher has gone about addressing the research question and description of its approach with rationality, followed by an account of the objectives derived from this research, gives an account of the sources which has been used in this research to collect data, and a description of the ethical considerations (Creswell, et.al. 2011; Saunders, Lewis and Thornhill, 2009). To quote Saunders, et.al, (2009): â€Å"Combining both quantitative and qualitative analysis ‘the researcher may possibly use the quantitative data and ‘qualitize it that is converting it into narrative that can be analysed qualitatively. Alternately, the researcher may ‘quantitise the qualitative data, converting it into numerical codes so that it could be analysed statistically,† (Saunders et.al, 2009). The author has carried out the research by conducting semi-structured interviews followed by a brief experimental introduction of 360 degree feedback process, and the analysis of the results were done by the careful examination of combination of the mixed methods. Various authors justify that there are diverse rationales for research; however practitioner researchers are faced with queries that demand versatile responses (Creswell, 2003) Hence, a mixed methods approach that uses qualitative and quantitative research can be considered as appropriate for several p