Martin Luther King Jr.s Letter from Birmingham Jail Essay

Martin Luther King Jr.s Letter from Birmingham Jail Martin Luther King Jr. writes the Clergymen that have written him a letter disputing his actions in Birmingham. King is disturbed and offended by the Clergymen disagreeing with his purpose in Birmingham. King say he normally does not respond to criticism because it would waste to much precious time, but since these were men of good will he wanted to give his answers to their statements. In Kings letter he appeals to many emotions as pathos, ethos, and logos to appeal to his audience. King starts his letter by saying ?While confined here in the Birmingham city jail.? This is important because King is making a strong point right away in his letter. He is saying they†¦show more content†¦An unjust law is a code that is out of harmony with the moral law.? The Clergymen express great concern over King is willingness to break laws. King replies that this is an understandable concern since everyone follows the Supreme Court Decision of 1954 that states; public schools are not to be segregated. In other words King is saying the Supreme Court can hand down a just law and yet people do not obey it but yet they expect me to obey an unjust law. In Germany under Adolf Hitler every thing he did was ?legal? and the freedom fighters in Hungry did everything ?illegally?. Aiding a Jew under Hitler was considered ?illegal?. Because these things were legal did that make it right? No. Should people have obeyed these laws? No. These laws were made to suppress a group of people simple because of there religion. This is much like the segregation in the United States is it right because it is the law? No. Should these laws be followed? No. Emotional feelings are felt through out the paper. A main emotional appeal king makes is when he is talking about his kids. When he is talking about his daughter and how she wanted to go to the new amusement park and how he would have to tell her that they could not because they were colored and colored people were not allowed. Also when he would have to answer his son?s question ?Why do white people treat colored people so mean King is hurt by having to answer these difficult questions posed by his ownShow MoreRelatedMartin Luther King Jr. s Letter From A Birmingham Jail1157 Words   |  5 PagesMartin Luther King Jr.’s â€Å"Letter from a Birmingham Jail† is directed towards the clergymen, although America is his audience, King had come to Birmingham to address the segregation problem in the United States. He refuses to stay silent, even though people told him to wait for the change to happen. King is a part of the Southern Christian Leadership Conference that h as many organizations across the South. He felt that he has a right to be in Birmingham because his organizations have connections withRead MoreMartin Luther King Jr. s Letter From Birmingham Jail934 Words   |  4 PagesIn Martin Luther King Jr.’s , â€Å" Letter from Birmingham Jail†, King responds to the judgments of a group of clergymen , after King s arrest, by writing a letter explaining why the clergymen s judgments were wrong. In his letter, king brings very reasonable and valid points that challenge the judgments of the ministers. The main arguments that king makes would be the reason of his existence in Birmingham, white power structure and its racial injustice, and finally why negotiation has brought up impatienceRead MoreMartin Luther King Jr. s Letter From Birmingham Jail1223 Words   |  5 PagesMartin Luther King, Jr.’s, â€Å"Letter from Birmingham Jail,† emphasizes the need for civil disobedience when faced with unjust laws. This idea contradicts Socrates’ claim made in Crito, that one must follow the law under all circumstances. In this paper, I will argue that Socrates is not a proponent of civil disobedience based on King’s definition of civil disobedience and Socrates’ charges. Moreover, I will argue that both Socrates and King disagree with one another based on the concept of civilRead MoreMartin Luther King Jr s Letter From Birmingham Jail1665 Words   |  7 Pagesbetween these two are most evident in their desire for freedom. Martin Luther King Jr. wanted freedom from segregation and Plato wanted freedom from ignorance. They both wanted justice, and knew that it was immoral to take deny another being justice. For example, Plato has said, â€Å"†¦ Injustice is always an evil and dishonor to him who acts unjustly.† This is similar to what Martin Luther King Jr has also stated in â€Å"Letters from Birmingham Jail†, â€Å"We have a moral responsibility to disobey any law that conflictsRead MoreMartin Luther King Jr.s Letter From Birmingham Jail1726 Words   |  7 PagesOver the course of Letter from Birmingham Jail (1963), the author, Martin Luther King Jr., makes extended allusions to multiple philosophers, among them Aquinas and Socrates. His comparison would seem to indicate that he shares an affinity with them. However, the clarity with which he makes his arguments and the dedication to a single premise strikes most strongly of Kant. Just as Kant’s magnum opus, Critique of Pure Reason, attempted to completely upend a previously accepted mode of thought, soRead MoreMartin Luther King Jr.s Letter From Birmingham Jail890 Words   |  4 PagesFrom 1882-1968, 4,743 lynchings occurred in the United States (NAACP). African Americans accounted for 72.2% of recorded lynchings, yet close to none of these lynchings were ever brought justice. Racial injustice was a huge issue until the mid-l ate twentieth century, and Martin Luther King Jr.’s 1963 â€Å"Letter from Birmingham Jail† was one of the first documents to address the issue. It is one of history’s most important documents regarding racial injustice, as it is considered a classic documentRead MoreMartin Luther King Jr.’S Persuasion in â€Å"Letter from Birmingham Jail†1569 Words   |  7 PagesMartin Luther King Jr.’s Persuasion in â€Å"Letter From Birmingham Jail† After being arrested and imprisoned in Birmingham Jail, Martin Luther King Jr. wrote one of his most famous works to the people of Birmingham, titled â€Å"Letter From Birmingham Jail on April 16, 1963. This piece speaks of the evils of the segregation laws and how the blacks had been treated unfairly in Birmingham, in an attempt to get the white people to support the desegregation of Birmingham. He had been imprisoned because of hisRead MoreMartin Luther King Jr.’s Letter from Birmingham Jail Essay1266 Words   |  6 PagesPower Analysis: Martin Luther King Jr.’s Letter from Birmingham Jail A statement from eight white clergymen from Alabama prompted Martin Luther King’s â€Å"Letter From Birmingham Jail†. This statement criticized Kings actions of non-violent protests against racial segregation and the injustice of unequal civil rights in America (Carpenter elt al.). The eight clergymen considered Birmingham to be â€Å"their† town and King was disrupting the â€Å"Law and Order and Common Sense† established in coping with racialRead MoreAnalysis Of Martin Luther King Jr s Letter From Birmingham Jail986 Words   |  4 Pages and Dr. Martin Luther King Jr’s Letter from Birmingham Jail are two important pieces of history. In Lincoln’s speech he speaks about the dangers of slavery in the United States and warned everybody that people who disrespected American laws could destroy the United States. On the other hand, Martin Luther King Jr. defended the strategy of nonviolent resistance to racism, and argued that people have a mora l responsibility to break unjust laws. Based on these facts, Martin Luther King Jr does notRead MoreAnalysis of Martin Luther King Jr.s Letter from Birmingham Jail962 Words   |  4 Pagesintangible, it is still necessary. Some forms of inspiration come as passionate love while others appeal as injustice. Martin Luther King Jr.s Letter from Birmingham Jail was a response to A Call for Unity by eight white clergymen. His inspiration for writing the letter was the clergymens unjust proposals and the letter allowed him to present his rebuttal. Martin Luther King Jr. effectively crafted his counter argument by first directly addressing his audience, the clergymen, and then using logos

What are the Characteristics of Beiersdorf’s brand portfolio Free Essays

Introduction As seen in the Beiersdorf’s Brand-Product Matrix, Beiersdorf’s brand portfolio contains eight brands namely: Labello, Nivea, 8X4, La Prairie, Juvena, Eucerin, Hansaplast/Elastoplast, and Florena. Amongst these brands, the most prominent is the Nivea brand, which the company uses as the umbrella brand for broad skin care and personal care. Most brands have sub-brands. We will write a custom essay sample on What are the Characteristics of Beiersdorf’s brand portfolio or any similar topic only for you Order Now They include Nivea, La Prairie, Eucerin, Hansaplast, and Florena). The other remaining brands have no sub-brands. Nivea, being the umbrella brand and the most dominant brand, has fifteen sub-brands with each sub-brand extensively extended so as to meet the specific needs of the customers based on gender, age groups, and functional benefits. The sub-brands are: Nivea Cream, Nivea Visage, Nivea Beaute, Nivea Hair Care, Nivea Body, Nivea Soft, Nivea Hand, Nivea Sun, Nivea Deodorant, Nivea Intimate Care, Nivea Baby, Nivea Lip Care, Nivea Bath Care, Nivea for Men, and Nivea Visage Vital. Ucerin, as a brand, also has several sub-brands. They include Face Care, Hair Care, Deodorant, Body Care, Lip Care, Hand Care, Foot Care, Sun Care, and Anti Age. Hansaplast’s sub-brands are: Plaster, Wound Care, Foot Care, Scar Reducer, Sport, Insect Bites, and Pain Relief. The sub-brands within Florena are: Face Care, Body Care, Hair Care, Skin and Hand Cream, and Florena for Men. La Prairie has only three sub-brands, which are: Skin Care Treatments, Fragrances, and Color. 8X4 is known for the Deo Sprays and Roll-ons, Labello for the Lip Care, and Juvena for skin care. If we keenly consider the above brands, we realize that similar sub-brands are offered. Nivea and Ucerin offer almost similar products. This is a very important strategy in market coverage. Here, the company widens its target group as it targets different consumers, market segments, and channel distributors. In so doing, the company maximizes its coverage for both the available customers and the potential customers. This ensures that none of the customers is ignored. The company has also achieved in maximization of overlap. This ensures that there is reduced or no competition among the brands themselves. Beiersdorf’s brand portfolio characteristics come with various benefits. First, the risks are lowered. The company operates within a wider market range as it maximizes the coverage on customers. The umbrella brand Nivea has good image that makes the sub-brands to enjoy benefits of reduced risks. In case of a contamination or loss of image in one brand, the other brands do not suffer. Even if a product within the umbrella brand fails to meet the expectations of the customers, the other products do not suffer from the same. This is because; the company has committed itself in improving the brand image and has succeeded in attracting customers’ confidents in the products. Beiersdorf Company also enjoys great economies of scale. Due to the existence of the parent brands, the costs incurred in production, research and development, distribution, market research, etc are greatly reduced. With this portfolio, the focus on the segmentation strategies is also enhanced. Over the years, Beiersdorf Company has been seen as the market specialist. Its products have globally emerged as market leaders. The extension strategies at Beiersdorf Company are Line extensions, and Category extension. Line extension has been used in the introduction of new products so as to target the potential customers and market segments in the same product class. In such a case, the parent brand is made use of. Category extension has also helped the company to conquer different product categories. As a result of the extensions, the company has enjoyed various benefits, among which are: good image creation, risk reduction, great efficiencies in packaging, labelling, production, and marketing. Also, there are high chances of gaining distribution, as the cost of introductory and marketing are greatly lowered. The costs of developing new brands are also eliminated. At the same time, consumers are assured of varieties of products. 1. David A. Aaker and Erich Joachimsthaler said, â€Å"The challenge is to create a brand team where all the sub brands and brands fit in and productive† in The Brand Relationship Spectrum. Discuss the Beiersdorf’s Brand architecture strategies on the basis of brand relationship spectrum. The business environments today have radically changed the roles of brand managers as they are faced with global changes, channel dynamics and market fragmentations. The high costs in creation of new brands put a lot of pressure on the brand assets. Due to these complexities and pressures, the brand managers are faced with several challenges that call for proper understanding of both the relationships and structures. â€Å"Brand architecture† gives the ultimate solution. According to Aaker and Joachimsthaler (2000), brand architecture is defined as the organizing structure of the brand portfolio where the brand roles and the nature of brand relationships are defined. Well-defined brand architecture can minimise wastage, confusion, and market weakness; as it promotes synergy, leverage, clarity, and opportunities. The Brand Relationship Spectrum On the basis of brand relationship spectrum, Beiersdorf has adopted the â€Å"Branded House Strategy†. Here, Nivea is the umbrella brand. Nivea provides the global umbrella under which a wide product line operates. The products include Nivea Body Care, Nivea Face Care, Nivea Hand Care, Nivea Men’s Care, Nivea Sun Care, Nivea Bath Care, Nivea Lip Care, and Nivea Deodorants. With this kind of brand architecture strategy, there is a lot of clarity, synergy, and leverage. Beiersdorf enjoys maximum clarity, as the customers know exactly what is offered. From a branding perspective, it is very easy to understand the brand since all the products within the brand communicate the same message. This enhances clarity as compared to several individual brands where each brand has its own associations. Customers easily know, understand, and recall the brand. Communication partners and the employees also benefit greatly from the clarity and the focus on a single dominant brand. As compared to other strategies, the question of brand priorities or the need to protect the brand does not arise. In addition, Beiersdorf enjoys maximization of synergy. Participation in one product market, say, Nivea Face Care, creates associations and visibility which helps other products like Nivea Body Care, Nivea Men’s Care, among others. Innovations and improvements in quality of one product enhance the brand in other products as well. Furthermore, an exposure of the brand in one product creates visibility, which enhances the brand awareness in all the other products. In most contexts, there is a lot of input and efforts in umbrella brand Nivea so as to build its overall image. This strategy provides room for more cost effective means in launching of new products and brand extensions. When a new product is to be introduced into the market, the promotional costs are greatly lowered. Due to the existence of the same brand name, new products always have increased chances of customer acceptance since they carry the same brand name. Building of the new product awareness from scratch is totally eliminated. In terms of brand promotion, Beiersdorf enjoys economies of scale. The resources are channelled more effectively due to the fact that only one brand is promoted. One of the disadvantages of this strategy is the possibility of brand dilution. If not properly monitored, there can be dilution of the umbrella brand Nivea when product proliferation occurs. All products may not have the same positioning theme. Any deviation from the umbrella brand’s positioning will result into the dilution of the main positioning theme of the entire branded house. The company may also be forced to forgo a lot of market opportunities when the opportunities fail to fit into the positioning of the parent’s brand. If one brand fails, there can be adverse negative impacts on the entire branded house due to the fact that all the products carry same brand name. Any controversy that involves a single product can adversely affect the other remaining products. With the branded house strategy in a large market share, it becomes extremely difficult to maintain the quality position or the good image of the umbrella brand. The ability of the company to target specific groups is also limited as compromises are always required. The brand name adds value to the new products due to its value position, the credibility, and the communication efficiencies resulting into cost advantages. Beiersdorf’s master brand always makes the products more appealing to the customers, thereby making the brand equity to be leveraged in the new context. Nivea offers great visibility to its new products. At the same time, there are great reductions in the costs of promotions and advertisements, packaging and displays, and brochures, as the prior brand building efforts are adopted and used directly. Beiersdorf’s Nivea brand has excelled in meeting the varied needs of the customers due to its relevance. The position of the brand is high and proper, with the high products’ value forming the basis of pricing. Nivea brand equity is strong as a result of the perfect marketing strategies, which include advertisements and promotions. Due to its excellent products, we deduce that the company properly understands the needs of the consumers as it monitors its sources of brand equity. 2. Though all the brands in Beiersdorf’s portfolio were carried as independent identities, all these brands were further extended rigorously across various product categories.† [Section: â€Å"Evolution of Beiersdorf AG’s Brand Portfolio†, para 11 of the case study]. How did Beiersdorf employ its brands as strategic growth vehicles? The Ansoff Growth matrix Market penetration Beiersdorf Company always concentrates in selling its existing products into the existing markets. In so doing, the company has managed to achieve the following: There has been an increase in the market share of the company’s products. Considering the Nivea brand as an umbrella, the company has very competitive strategies in pricing, and marketing (including sales promotion and advertisements). Other brands like Ucerin, Hansaplast, Florena, and La Prairie have also managed to maintain the market share. There has been security in dominance of the growth markets – the strong image, which the Nivea umbrella brand has created in the market, has resulted in the security in the dominance of the growth market. Even though the company faces stiff competition from other larger companies in the region, it has managed to thrive as a result of the great image of its Nivea brand. The company maximizes on the increased usage of its products by the existing customers. Nivea brand products have always made the market to be unattractive for its competitors. This is as a result of the great satisfaction that customers derive from the Nivea products. These products are always associated with quality and reliability. This is an image that always appeals to the customers. Also, the company heavily invests in market research and innovations, as it releases into the market the tailor-made products. The company’s management team is highly competent. The brand managers always understand the customer needs. They always try to maintain the relevance of the products through constant inspections. The company understands that Nivea brand forms its bulk for sales. It therefore tries by all the possible means to ensure that the brand remains relevant, as its quality remains high. Market Development This is the strategy applied when the company wishes to sell its existing products into new markets. Beiersdorf Company has greatly achieved in applying the market development strategy, especially for its Nivea brand. The company continuously exploits the potential geographical markets. The great expansion of Nivea into the global market attests to this. The company’s products have been the market leaders in various countries including China, Russia, the Czech Republic, Slovakia, Saudi Arabia, Bulgaria, Romania, Ireland, Guatemala, Belgium, Netherlands, Switzerland, Portugal, France, UK, and USA, among others. The company achieves this by: Creating new distribution channels, which ensure that the product is made available in the desired geographical location. The company has opened up various stores in various parts of the world. Product exportation – In the absence of Beiersdorf’s products in an area identified as a potential market, the company always resort to exportation of the products to that specific location. The company has in most cases used the pricing policy so as to attract the potential customers. This has greatly helped in the creation of the market segments. Finally, the company concentrates on its good image as it uses unique packaging to uphold its perceived quality and value. The consistency in the packaging style greatly helps in maintaining customers’ view on the quality of the product. Product Development This is the growth strategy where firms aim at introducing new products into the existing markets. This is the strategy, which Beiersdorf Company has greatly succeeded in applying. Since the establishment of Nivea as a broad skin care and personal care brand, various products have been introduced into the market. This has been greatly accelerated by the great quality and satisfaction, which is associated with the Nivea brand. In introducing new products under the existing brand name Nivea, the company always enjoys economies of scale, as there are great reductions in costs. The new product also enjoys great acceptance and positive perception in terms of quality and service. The new products that are developed always appeal to the market. Diversification This growth strategy involves the introduction of new products into new markets. This strategy is very risky and companies always avoid it. Beiersdorf Company is not left behind. In this case, the company moves into a market, which it has no experience about. Just incase the company is compelled to use this strategy; then, it must assess the risks and have a clear idea of the possible gains. 3. Kevin Lane Keller said, â€Å"Building a strong brand involves maximizing all then characteristics† in The Brand Report Card. Evaluate the success of Nivea brand as a true global brand using the ten parameters given in the article quoted. Keller (2000) gives ten parameters saying that a successful brand is one that excels at delivering the benefits customers truly desire. This first parameter is quite evident in the case of Nivea brand. A range of products offered under the umbrella brand Nivea completely satisfies the varied needs of the customers. The Nivea For Men face care highly meets the demands of its consumers. In 2006, it emerged as the best product in Chinese men face care market. The key drivers include NIVEA SUN, NIVEA FOR MEN, NIVEA deodorant, and NIVEA body. NIVEA FOR MEN has been the market leader in various parts of the world including Russia, the Czech Republic, Slovakia, and Saudi Arabia. Nivea Deo has been the market leader in Croatia, Romania, and Thailand. NIVEA SUN has likewise been the leading brand in Norway. In the men’s shaving products category, Nivea products have always been in the lead in Germany. These products include the creams, the gels, and the foams; which highly satisfy customers’ demands. The rapid growth in the Nivea brand is an indication of customers’ satisfaction with the brand’s products. In 2003, NIVEA SUN emerged as the market leader in Italy where it continues to extend the lead to date. This also confirms the great satisfaction, which the consumers derive from the Nivea products. The introduction of NIVEA VISAGE YOUNG into the young market segment in 2003 has created a very big impact. Greatest successes of Nivea brand in the year 2003included the outstanding performance of Nivea Lip Care, which took the market lead in UK. NIVEA FOR MEN also became the leader in the after-shave and the facial market in Poland and United States. NIVEA VISAGE has always been the strongest brand on face care market in various parts of the world including Bulgaria, Romania, Ireland, and Guatemala. Other Nivea products that have registered impressive market leads due to great customer satisfactions includes the Nivea Hands which took the lead in Belgium, Netherlands, Switzerland, and Portugal in the year 2004. NIVEA FOR MEN came into the records as the first brand in Asia to launch complete whitening range for men. In every subsequent launch of Nivea’s products, there is a great advancement in the skin care item. The Active Firming, which is the most advanced men’s skin care item, was launched in 2005 in France and UK, before it captured the entire world market. For a new Nivea product to be introduced, the customer needs must first be considered. This is why all the new products perform extremely well in the market. They completely satisfy the needs of the customers. The Nivea men’s products are tailored especially to the needs of men’s skin. In the second parameter Keller (2000) says that the brand should stay relevant. Strongest brands have their brand equity tied to the quality of the product or the service. In the above discussion, we have seen that Nivea upholds quality as customers derive great satisfaction from the various Nivea products. It goes without saying; therefore, that Nivea brand has remained relevant in the market. Other intangible factors considered in brand relevance include user imagery or the type of person using the brand. In most cases, all the users drive great satisfaction from Nivea products, a key indicator of the brand’s relevance. Another factor is the usage imagery or the situation in which the brand is used. Nivea brand has proved to be relevant in all the situations. Nivea has maintained its good image, which represents quality, sincerity and competence. Nivea brand has managed to stay on the leading edge without losing site of its core strengths. The third parameter, is that the pricing strategy should be based on consumers’ perceptions of value. It is always difficult to achieve a perfect balance of product quality and cost, as the producer would always aim at maximizing the profit while the customer aims at lowering the expenditure. However, at Beiersdorf, managers try to understand the relationship between the product quality and price. This is very important to the company since, if the company continues with the production of high quality products and charges low prices on the products, it risks running at a loss. At the same time, if the company charges higher prices which do not match the quality of the product, then, it risks losing customers. The fact that Nivea brand continues to generate profit to the company and at the same time remains the market leader; is a perfect indication that the product quality and the price are greatly linked. The image which Nivea brand displays automatically improves the value of the brand. Nivea brand, being a world leader in customer satisfaction, has a great value. With the improvement in the quality/value of the Nivea products, there has been a remarkable link with the pricing. The quality of the product and the price are always directly proportional. The fourth parameter is the brand position. A well-positioned brand always attracts attention of the customers. Even in the peak of competition, such brands keeps up with the competitors by creating both points of parity and points of difference, which helps in acquiring advantages over the competitors. Nivea’s product quality and superiority has made it extend its global market lead beyond what the competitors can achieve. Considering Consistency in the brand as the fifth parameter, In order to maintain a strong brand, there must be a balance between the continuity in marketing activities and the necessary changes that are needed so that the brand remains relevant. The brand must maintain its image, and the marketing strategies must not confuse customers either through sending conflicting messages or otherwise. Since the introduction of Nivea’s first advertisement in 1912, titled â€Å"With the likeness of a Lady,† Nivea has not had any conflicting or misleading advert. As per another parameter Nivea brand portfolio and hierarchy always makes sense. Nivea is the umbrella brand under which several product operations take place. The sub-brands under the umbrella Nivea brand in most cases target different market segments. With the common brand name Nivea, there is maximum market coverage thus contributing to equity of the portfolio. In addition, the brand makes good use of a full range of marketing activities in building the brand equity as dictated by the seventh parameter. The company spends heavily in promoting the brand and at the same time concentrates on the brand quality. This has helped in building the brand equity. Nivea brand managers always understand the importance of the brand to customers. This is why there is a lot of innovation and constant introduction of new products, which satisfies the customers’ desires. Before an introduction of a new product, an extensive market research is carried out which reveals to the brand managers the exact desires of the customers. The company then embarks on production of a product, which is in line with the customers’ needs. The company heavily invests in the Nivea brand through extensive research, innovations, marketing and promotions. The quality and image of the brand has not changed. Due to the overdependence of the company on Nivea brand, brand audits are always carried out at depth. This is done to ensure that the quality and relevance of the brand remains intact, as any slight change may lead the company into great losses. Nivea brand is successful according to the ten parameters. 4. Discuss the role of Nivea as an umbrella brand. Identify the critical factors that Beiersdorf utilised to successfully extend the Nivea brand. Roles of Nivea as an umbrella brand The main role of Nivea as an umbrella brand is the addition of value to the products operating under it. It also contributes toward the addition of value to the new products that are introduced into the market, and operating under the umbrella brand Nivea. It achieves this through: addition of links which contribute to value positions; provision of credibility; sharing the visibility; and generation of communication efficiencies. By so doing, Nivea brand facilitates new product acceptance. These roles are discussed hereunder. Enhancing the Value Proposition Over the years, Nivea brand has built a great image that is appealing to the customers. The quality, consistency, and customer satisfaction of Nivea brand has stood the test of time. Because of this, new products introduced under the umbrella Nivea brand are highly accepted by the customers. In so doing, Nivea brand improves the image of the new product, and at the same time reduces the risks that may be perceived by the customers. The probability of the new product in gaining distribution and trial is also increased greatly. Generation of Communication Efficiencies The introduction of a new product calls for the creation of distinct packaging, promotions and advertisements. This is costly considering both the time and the economic aspect. However, with Nivea as the umbrella brand, there is great reduction in packaging and advertisements costs. This greatly reduces the cost of introducing a new product and the follow-up programs in marketing. This results into great enjoyment of the economies of scale. The synergy also tends to be high. In general, an umbrella brand is very important as it completely eliminates the costs in developing a new brand and the associated risks. At the same time, it enhances great efficiencies in marketing (advertisement and promotional) expenditures. It also allows for efficiencies in packaging and labeling. Provision of credibility After enhancing the value preposition, Nivea brand creates credibility in the products that operate under the umbrella brand. Customers will always consider the new product as reliable. At the same time, customer risks are eliminated. This great credibility is as a result of the Nivea products, which have maintained their credibility over the years. Customers do not worry about the new product as there is always a preformed opinion on the new product which is created by the umbrella brand. Visibility The umbrella brand Nivea provides great product visibility for the new products introduced under the brand name. Visibility makes it possible for a new product to, not only gets an offering considered, but also implies positive organizational and production attributes. Other than the aforementioned roles, Nivea brand enhances the perception of Beiersdorf company image as it improves its strength, uniqueness, and favourability. To customers, the umbrella brand conveys the deep company meaning and at the same time assures the customers of variety of quality products. The brand increases the market coverage as it also gives room for subsequent extensions. The critical factors that Beiersdorf utilised to successfully extend the Nivea brand Beiersdorf Company actively engages in evaluation of the customers’ desires before it can introduce any new product into the market. The company spends on extensive market research, innovation, and application of technology in creation of the new product. This is the main reason why the Nivea brand has a great image and the associated customer satisfaction. Nivea products are tailored according to customers’ desires. This is the main reason for its extension. Nivea brand is well positioned and always attracts the customers. Due to Nivea’s product quality and superiority, it always conquers the market. This has favoured the brand in terms of competition from other companies. Beiersdorf Company employs a unique packaging for Nivea products that is highly attractive. This brings clarity in the brand and minimises the chances of brand confusion. Beiersdorf Company has also invested greatly towards extension of the brand. The company extensively advertise its Nivea brand also participate in other marketing strategies so as to maximize the awareness on its umbrella brand. The end result is the increase in sales. This directly creates extension. The company has enjoyed great and consistent marketing strategies over the years. The great improvement in value of the Nivea brand is another strategy for its extension. The overall image of Nivea brand depicts quality and competence. Customers always look for quality so that they can derive maximum satisfaction from the product. The prices of Nivea products are average considering the product qualities. Customers would always find it very economical in using the Nivea products. The competence of the management team at Beiersdorf Company plays a very important role in Nivea brand extension. The brand managers always know and deeply understand the importance of the brand to the customers. This puts the customers at a very high position of enjoying great satisfaction from Nivea products. Nivea brand has always remained consistent in quality and price. Due to this consistency, the company finds it very easy to extend the product. With the good brand image that already exists, it is very easy to develop a new product, as the costs are greatly lowered. 5. Kevin Lane Kellar and Sanjay Sood said, â€Å"Brand extensions, however, can be a double-edged sword†¦Ã¢â‚¬ ¦..† in Brand Equity Dilution. Discuss the challenges in extending the Nivea Brand. On the basis of the study of Kellar and Sood (2003), brand extensions in the Nivea brand has come with a series of challenges. When a brand extension fails to be successful, there is great damage posed to the umbrella brand. This can result into great loses if the extension is not prorely monitored. Brand extensions therefore pose great risks of brand equity dilution. The continuous extension into sub-brands for Nivea greatly weakened the Nivea’s strong brand image. Because of the great image of the umbrella brand Nivea, there was a high customer acceptance to its sub-brands. As the extension continued, there was the dilution of the brand image as a result of the presence of Nivea brand across almost all the heterogenous products. Beiersdorf company was faced with major challenge in launching Nivea into new areas due to the brand equity dilution. This created a lot of dificulties in ensuring the maintenance of loyalty to the brand core values. A case of inconsistency can be depicted in the Nivea brand extension. Some of the Nivea products gave customers an experience which is not consistent with the expectations of the umbrella brand. This changed the customers’ impressions about the entire brand leading to equity dilution. For instance, the expansion of Nivea Hair Care into colorants diluted the brand equity. Also, the Nivea’s brand philosophy, which was strongly based on gentle skin care, could not allow for the use of chemical treatments in the product. Also evident was the presence of Nivea in contrasting product categories. The two products which greatly fell under this situation were the NIVEA VISAGE and NIVEA VITAL VISAGE. These sub-brands were posed with greater challenges in trying to preserve their respective product identities. However, Nivea’s strong image has played a very important role. Its strength dictates that for there to be a noticeable brand dilution, there must be a very strong experience which is unambiguous and easily identified. Most of the negative effects of brand extension for the Nivea parent brand have weak expoerience and mostly ambiguous thus are ignored. Another factor that has saved Beiersdorf Company from brand equity dilution is the diagnosticity. Customers’ evaluations of the extension products bear little influence to the parent brand, as the extensions of the Nivea brand are not indicative of the quality of the parent brand. Some of the unsuccessful failures can be linked to lack of adequate awareness among customers. Due to the fact that consumers might not have heard the extension product or service, the parent brand survives. It is also evident that the brand extension has greatly improved the sales and at the same time reinforced customers’ knowledge abou t the parent brand Nivea. This is why there has been a remarkable increase in sales of the Nivea products as the products conquer the global market. 6. â€Å"Beiersdorf’s success in establishing Nivea as a broad skin care and personal care brand presented the company with a new set of issues and challenges.† [Section: â€Å"Nivea a Flagship Brand†, para 23 of the case study]. Identify the challenges Beiersdorf would face in Umbrella branding its flagship brand. Beiersdorf Company has been majorly known for its great Nivea brand. The brand formed over 70% of the company’s consumer segment’s sales. Nivea has emerged as the Beiersdorf’s giant in terms of sales, products, and geographical reach. The growth of Nivea brand from 1990 to 2006 is remarkable. The capitalization on the Nivea brand included the launching of a series of Nivea brand extensions globally. The rapid growth in Nivea’s portfolio from six sub-brands in 1993to fifteen sub-brands in 2006 is an enough evidence of the company’s capitalization on Nivea brand. Establishing Nivea as a broad skin care and personal care brand faced the Beiersdorf Company with a set of challenges. The company over-relied on the umbrella brand Nivea that exposed it to major risks. Any loss of consumer confidence in the flagship Nivea brand would make the company more vulnerable due to the fact that Nivea formed the bulk of the company’s sales. Even though the company capitalized on the growth of the flagship Nivea brand, this one-sided capitalization of growth could not be a successful strategy in the long run. In turn, the over-dependence on the Nivea brand was highly accelerated. This overdependence also exposed the company to some risks. Even though the company experienced smooth growth, there was a slow decrease in the growth rate as illustrated in the IBS research by Sonpal, Dadhwal, and Catterjee (Annexure VIII, p 21). The continued brand extensions placed the parent brand at a great risk as it could lose its great image. The unsuccessful brand extensions could also dilute the Nivea brand equity. This would put the company at great disadvantages with its competitors like the PG and the L’Oreal, which offered a wider range of brands within the same region. If by any chance, a brand extension fails to meet the varied demands of the customers, the umbrella brand suffers greatly. If the company greatly relied on the umbrella brand, various risks emerge. The company can experience great losses as a result of the overdependence. With continued extension into sub-brands, the strong image of the parent brand stands higher chances of being weakened. Nivea also experienced the same scenario. Because Nivea had built a strong image, its sub-brands were highly accepted into the markets. However, increased extension polluted the market with Nivea products. This led to the dilution of the Nivea brand image and also affected the ability of the company to launch new products under the same umbrella brand as a result of equity dilution. Be that as it may, Nivea brand has successfully established itself as a successful skin care brand in the market. This made the company to leverage its strong brand equity. The company then focused on developing the core business areas. Regardless of the company’s financial strength, it limited the number of its brands as it maximized the concentration on research and development. Since then, the company has managed to have independent sets of brands that are strategically positioned in terms of the functional benefits. The great focus on innovation practiced by Beiersdorf Company resulted into improved product lines. This has accelerated the growth of the company even in saturated markets. This is also the main reason why Nivea brand has a strong image to the customers. The launch of three Nivea products; Nivea for men, Nivea Sun, and Nivea Deodorant helped the company in reviving the market. The use of an umbrella brand has made the company to lay more emphasis on the marketing and promotion strategies. Without the proper promotion and marketing of the parent brand Nivea, the company may experience a decrease in sales. This is very dangerous due to the overreliance of the company on Nevia brand. There is great application of technology and innovation in Nevia products so as to boost the brand name and at the same time increase the sales. The company has been constantly engaging in extensive advertisements since 1912. Also, Beiersdorf Company has been very keen on the advertisements so as to avoid chances of both conflicting and misinforming statements. Indeed, the company has been presented with a new set of issues and challenges resulting from its success in establishing Nivea as a broad skin care and personal care brand. References Aaker, D. and Joachimsthaler, E. (2000) ‘The Brand Relationship Spectrum: THE KEY TO THE BRAND ARCHITECTURE CHALLENGE’, CALIFORNIA MANAGEMENT REVIEW, 42(4). Dadhwal, V., and Chatterjee, C. (2009). Beiersdorf AG’s Brand Architecture Strategies: Challenges in Nurturing an Umbrella Brand Nivea. IBS Research Center. Keller, K. (2000) ‘THE BRAND REPORT CARD’, HARVARD BUSINESS REVIEW, pp. 147-156. Keller, K. and Sood, S. (2003) ‘Brand Equity Dilution: Brands may be less vulnerable to the Vagaries of extension than is commonly feared’, MIT SLOAN MANAGEMENT REVIEW. How to cite What are the Characteristics of Beiersdorf’s brand portfolio, Essay examples

Abraham Lincoln Essay Conclusion Example For Students

Abraham Lincoln Essay Conclusion Abraham Lincoln, the 16th president of the United States, was veryimportant to the past history of our country. He helped to abolish slavery inthis country and kept the American Union from splitting apart during the CivilWar. At 22, he moved to New Salem, Illinois. With his gift for swappingstories and making friends, he became quite popular and was elected to theIllinois legislature in 1834. In his spare time, he taught himself law andbecame a lawyer. In 1847, he was elected to the U.S. Congress, but returned tohis law practice until 1858, when his concern about the spread of slaveryprompted him to return to national politics and run for the U.S. Senate. Lincoln rose to greatness from a humble beginning. Born in 1809 in alog cabin in Kentucky, Lincoln spent most of his childhood working on the familyfarm. He had less than a year of school but managed to educate himself bystudying and reading books on his own. He believed that slavery and democracy were fundamentally incompatible. In an 1858 speech, he said: What constitutes the bulwark of our own liberty andindependance? It is not our frowning battlements, our bristling sea coats, ourarmy and our navy . . . Our defense is in the spirit which prized liberty as theheritage of all men, in all lands everywhere. Destroy this spirit and you haveplanted the seeds of despotism at your own doors.Familiarize yoursCategory: Science

Review of Black Sound, Black Body free essay sample

Black artists were thought only to appeal to a black crowd, which created tours like the Chitin Circuit, and successful white musicians making money Of a black Nans song, as was the case with Pat Bones cover of Tutu Fruit. However, it was during this time that many Americans began to see through the barriers separating the races. As Steve Washman highlights in his article Black Sound, Black Body: Jim Hendrix, the Electric Guitar, and the Meanings of Blackness, much of what was unifying America was this idea that beyond our skin, we are really one and the same.Steve points out atheism is able to cross over both race and gender lines in his appeal. Many Great Britain musicians who were being introduced to the blues scene through the music of Hendrix actually considered him a role model for their own attempts to transgress racial boundaries. However, Jim found that he was still stuck in this black stereotype, and as hard as he tried he could not truly shake this. We will write a custom essay sample on Review of Black Sound, Black Body or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Washman suggests that a large reason for Isms decision to own his own studio was so that he could become invisible, removing himself from the demands of the stereotyping-public to a place of pure music, with nothing else attached. He yearned for a desire to be heard, not seen; listened to, not watched, however the boundaries between blacks and whites were forever separating people from one another.

Children essays

Children essays Nowadays, the birth rate of many developed places is falling. Similarly, this phenomenon is found in Hong Kong. Many young married couples prefer not to have children in the first few years of their marriage. Even though they who choose to have children, prefer to have one only. By comparing with the order generation, having more than three children is not uncommon now. However, women married early and had children soon after marriage. Why is there such a great difference between the two generations? Is it economic structure changing? Is it concepts and values changing or social circumstances changing? I believe that all of above reasons caused that this phenomenon happened. The economic structure changing affects this phenomenon directly. Because the living standard in Hong Kong is very high, both of them have to work outside in order to afford renting a flat, the traveling expenses, the food, giving money to parents etc. In other words, being engaged in work, they do not have spare time and energy to take care of their children. Thus having children would be a great burden to them especially in the first few years, because they do not adapt taking care of other. Incidentally, whereas in the past, only men worked outside, women stayed at home to take care of their children. The concepts and values were changed form western culture. In these days, women realize their rights-freedom, so they prefer working outside to staying at home which is a close environment for them. Also, it is unfair for them. In addition, young couples now would like to have more freedom and enjoyment. As such, having children may deprive them of the time and space to live the way they like in a certain extent. On the contrary, they have to take up more responsibility and sacrifice their personal enjoyment like traveling, staying out late at night, and so on. Conversely, in the concepts and values of the older generation, it tends to think that it is the ...

10 Tips for Using Research Note Cards

10 Tips for Using Research Note Cards Many teachers require students to use note cards to collect information for their first big term paper assignment. While this practice may seem old fashioned and out of date, it is actually still the best method for collecting research.   You will use research note cards to collect all the information necessary to write your term paperwhich includes the details you need for your bibliography notes. You should take extreme care as you create these note cards, because any time you leave out a single detail, you are creating  more work for yourself. You will have to visit each source again if you leave out essential information the first time around. Remember that citing every source completely and correctly is critical for success. If you dont cite a source, you are guilty of plagiarism! These tips will help you collect research and write  a successful paper. Start with a fresh pack of research note cards. Large, lined cards are probably best, especially if you want to make your own detailed personal notes. Also, consider color coding your cards by topic to keep your paper organized from the start.Devote an entire note card to each idea or note. Dont try to fit two sources (quotes and notes) on one card. No sharing space!Gather more than you need. Use the library and the Internet to find potential sources for your research paper. You should continue to research until you have quite a few potential sources- about three times as many as your teacher recommends.Narrow down your sources. As you read your potential sources, you will find that some are helpful, others are not, and some will repeat the same information you already have. This is how you narrow your list down to include the most solid sources.Record as you go. From each source, write down any notes or quotes that could be useful in your paper. As you take notes, try to paraphras e all the information. This reduces the chances of committing accidental plagiarism. Include everything. For each note you will need to record authors name, the title of reference (book, article, interview, etc.), reference publication information, to include publisher, date, place, year, issue, volume, page number, and your own personal comments.Create your own system and stick to it. For instance, you may want to pre-mark each card with spaces for each category, just to make sure you dont leave anything out.Be exact. If at any time you write down information word for word (to be used as a quote), be sure to include all punctuation marks, capitalizations, and breaks exactly as they appear in the source. Before you leave any source, double-check your notes for accuracy.If you think it might be useful, write it down. Dont ever, ever pass over information because youre just not sure whether it will be useful! This is a very common and costly mistake in research. More often than not, you find that the passed-over tidbit is critical to your paper, and then theres a go od chance  you wont find it again. Avoid using abbreviations and code words as you record notes - especially if you plan to quote. Your own writing can look completely foreign to you later. Its true! You may not be able to understand your own clever codes after a day or two, either.

Critique article Example | Topics and Well Written Essays - 1500 words

Critique - Article Example t, 2000, p.783) The author begins with the conceptual analysis of the resistance to change and describes the process of eventual alteration in employee responses. He presents a summary of different literature on this issue with an approach to critique. It finally talks in favor of a bottom up process of evaluating the responses instead of presenting a simple generalization of the concept. For the purpose of reaching his point the author presents certain concepts and categorizations relevant to the issue. The author introduces the concept of ‘resistance to change’ as, â€Å"critical theorists and labor policy scholars argue that the interests of managers should not be privileged over the interests of workers† (Piderit, 2000, p.783). This simplification of the concept overlooks the complex analyses of the responses from the workers. This also overrules the positive intentions behind some negative responses. Complementing this view Pasmore points out that a resistance is actually a product of interaction or communication between the two agents involved in the change process. He also echoes Piderit’s view that a change need not be a ‘bad’ thing. The agent implementing the change should therefore go back to the background and the objectives of the change process rather than simply trying to overcome the resistance (Pasmore, p.214). In this context the role of leadership is worth mentioning. Resistance has to be worked through or managed by the lead ers in the ideal manner (Markham, 1999, p.16). Power and Eastman (1997) brings up the role of transformational leadership in bringing about organizational change and determining the course along which the change might occur. Transformation leadership can help in implementing change through articulation of the vision adopted by the leader, the followers or subordinates accepting this vision and an analogy stuck between the interests of the followers and the vision projected before them. The role of leadership in

What factors have shaped the processes of globalization Essay

What factors have shaped the processes of globalization - Essay Example The process of globalization started as earlier as mankind began trading (Garrett 154-171). Throughout history, globalization had had a number of bursts such as the time of great explorers, colonial experience, industrial revolution and transport revolution. The world has progressively shrunk with economic time and space. Globalization can also be defined as a process which based on the international strategies and it aims at expanding the business operations worldwide. It is usually precipitated by facilitation of the global communications in technological advancements, political, environment socioeconomic developments (Guisinger 65-69). Globalization can also be defined as process of the growing interdependence between people in the world. People are linked socially and economically by investments, trade and governance. The links are spurred by the liberalization of trade, information, communication and transport technology. Normally, any global economy is considered as an unpreced ented phenomenon and should not be confused with the economic internationalization. The world economy has been in existence since 16th century based on development of the international trade, migration and foreign investment. The national state acts as engine of the national state. A globalized economy has the potential of working as a unit on a planetary scale and in real time. Globalization may be as a result of growth of the multinational corporations, increased international trade, and application of computer and information technologies and the internationalization of finance (Guisinger 65-69). However, definitions for globalization vary based on approaches and sentiments by the definer. Globalization and globalism are used to express similar phenomena. Globalization is the process while globalism is the approach. The two can be differentiated with usual implication of globalization being negative and globalism being positive; globalization refers to the process through which c orporations move their factories, money and products throughout the world at extremely rapid rates in quest for cheaper raw material, labour, and the government may ignore and abandon the environmental protection, labour and consumer laws. Ideologically, this is unfettered by moral and ethical considerations. On the other hand, globalism entails the belief that the world is a fragile planet form survival, and it requires careful treatment and mutual respect for all the people. Therefore, like all the values and ethical beliefs, it calls for active practice in the daily lives. The three central features undergirding globalism include communication, resource sharing and mutual aid (Guisinger 65-69). Causes of Globalization The state ventures like colonial conquest act as key drivers to the globalization process. Globalization has reflected the market forces, particularly the exploitation the exploitation by both large and small businesses leading to a lot of benefits from the trade in commodities, capital and opportunities for emerging investment and markets. The global economic integration has been perpetrated through the behest of the World War II after leaders in Britain and United States enhanced the establishment of the international monetary fund and World Bank, to promote capitalistic and liberal world to counter the effects of Marxism and Socialism. The World Bank and IMF grant loans on condition that borrowing country reduces the role of the state in economy, remove the restrictions on the foreign investment, decrease

English Composition Essay Example for Free

English Composition Essay In the aspect of writing English composition, several rules and guidelines must be followed for the aspect of clarity, clearness, and understandability. This grammar rules are established to follow a clear and concise presentation of the ideas and concepts being communicated in each composition. Included in these guidelines and rules is the use of examples and how they are used to promote the main argument in each composition. In the use of examples in the English composition, several approaches are established to guide the use of this strategy for the clearness in the composition. First, is using example in a word or phrase employing short approaches towards the presentation. The second is through sentence-length examples, which are more specific as they employ the idea along with the specific example explaining the said concept. Third is through the use of extended examples, which are commonly to be an entire paragraph for more detailed explanation and presentation. For better composition, most writer use different styles and conjoined different approaches in a single essay for more detailed explanation of the main topic. For example, in the composition of John Head entitled â€Å"The Brutal Business of Boxing†, the author was able to clearly and specifically presents his topic and ideas through the use of both single word or phrase example and sentence-length examples. In most paragraphs, the author mentioned specific words to support his topic and in the others, he used the sentence-length examples, which includes the idea and the specific argument explaining the concept. Through this approach, the author has able to present clearly his main argument and reasons about his opinions towards the brutal nature of boxing explaining why the said act should be condone not as a sport but as an uncivilized fight in the society.

Self-reliance Essay -- essays research papers

1. The essay that I elected to read and analyze was "Self-Reliance" by Ralph Waldo Emerson. 2. The Transcendental Movement held a strong opinion that one should have complete faith in oneself. Emerson, being an avid transcendentalist, believed in this philosophy. He supported this concept that we should rely on our own intuition and beliefs. "Trust thyself: every heart vibrates to that iron string." Emerson, along with the Transcendental Movement, believed in the vitality of self-reliance. One must have confidence and belief in oneself. "†¦the only right is what is after my constitution; the only wrong what is against it." Once one has reliance upon oneself, he can generate his own set of ideals and morals, not just the ideals bestowed upon him by society. In obeying these principles of life, he has created a constitution of his own. This constitution is the guiding light of his life; it leads the way to truth and ultimate liberation and provides the right path to follow. This idea brings about the transcendental concept of the belief in the worth of the individual. The individual, in transcendental philosophy, has the power to accomplish anything and everything. Social organization and friendship offer a small satisfaction of companionship and structure in life, but one will ultimately succeed based upon his own skills and conviction. In doing so, he will lose interest in the society and concentrate on more individual dependency as he strives to gain ultimate truth in life. "What I must do is all that concerns me, not what the people think." Once one considers less the social ramifications of his actions and considers more the personal consequences, he will become more apt to discover what he is looking for; in the transcendentalists’ case, it was the meaning of life. 3. a). "To be great is to be misunderstood." This statement was used by Emerson to explain the lagging growth of the conception of ideas and thought of his generation. Original and novel ideas were and still are scorned by those who believe that the best method for learning is repetition and memorization. When one comes up with a groundbreaking idea, it is generally disregarded because so-called "experts" do not agree with it. This is because soci... ...ing is uncomfortable, we should leave. Conformity with society has disabled this aspect of human nature, and I feel that it is something that needs to be addressed. 4. We should not conform to the preconceived laws of society. When we dislike something, we should not hesitate to be different and oppose. Believe in the power of the individual, and learn to depend on yourself, in order to achieve greatness. 5. In reading this essay, I saw many viewpoints on life that I have never seen before. They are opinions that are different from what is normal, and they are sometimes abrupt and shocking. Some of the opinions are opinions that I can relate with; others were completely out of the ballpark. I was surprised, and a little excited to read many of the philosophies that Emerson held to be the great truths of this world. Emerson had many ideas that can benefit the world today; they can help societies evolve into better places for people to live. They also provide a call for humans to evolve from conforming automatons to individuals who do and say what they feel. These thought that Emerson conveyed moved me and made me realize how precious our free will and judgement are.

Children`s early learning Essay

Key research findings which show the importance of parental involvement in their children`s learning in their early years, including fathers involvement have shown that parents are the child`s first educators and role models and have a strong influence on their learning. When a parent either mum or dad is actively involved in their child`s education this has a positive effect on the child`s achievement. If a parent takes interest in their child`s education by talking with them, monitoring homework, actively involved in school activities, attending parents evening, then the child will have the chance to achieve their full potential as they will have the best support. The Russian psychologist Lev Vygotsky pointed out the importance of talking especially when an adult helps a child in problem solving. This showed that a child can achieve more if they have the help and support and skills from someone rather than left to their own devices. Within the early years, The Effective Provision of Pre-School Education (EPPE) (Sylva et al 2004) did a study of development of around 3,000 children between the ages of 3-7, research found that parents actively involved with reading, numbers and learning letters helped reduce the risk of special educational needs (SEN).The EPPE also found that parents who created regular opportunities for their children to play with friends at home and taking their children out were all associated with higher intellectual and social behaviour.

Cracker Jack Case Analysis

The primary reason for the Borden Foods to divert itself from snacks is to emphasis its efforts and resources in the growth of their whole-wheat meal segments. Because of this valuation they had and a growth plan they had they decided to announce sale of Cracker Jack in 1997. The management team of Broaden also recognized that with the increase in competition they have not been able to successfully grow the sales figure in past five years. Also because the Cracker Jack brand has various packaging options and has been maintaining a huge product line of 32 Stock-Keeping Units (SKUs). However, currently Broaden production facility had only 32 percent of space allocated to Cracker Jack Products and has been operating at 32% of its full capacity.Cracker Jack Management believed that the broadened distribution was the most important element of their new strategy. They believed that Broaden sales force and broker/distributor network currently in use should be replaced by a direct-store-deli very sales force. It was believed that a DSD sales force would provide product placement in the grocery DSD snack aisles, which is the highest velocity snack aisles in supermarkets. However, a DSD sales force is more resource intensive than Borden’s present sales and distribution network. Borden Foods management was neither prepared to make the investment required nor equipped to handle a DSD sales force for Cracker Jack given the resource demands of other business opportunities.Problem identification and root causeFrito-Lay is the market leader in the salty snack food production having something different in their products will get a competitive advantage. Cracker Jack as a brand has a 97% awareness with people from the ages of 15 to 60 and a 95% awareness amongst the caramel popcorn users. This was a very well known brand even with a very few advertisements. There are other several reasons which is explained below why Frito-Lay decided to acquire the Cracker Jack. Frito-Lay sales and distribution team were starting to do the research as soon as the Cracker Jack acquisition opportunity became public. It was a great opportunity to fit in Cracker Jack in the existing Frito-Lay sales and distribution infrastructure. The Cracker Jack name registers virtually universal awareness and Cracker Jack has respectable brand equity due largely to its heritage and generally favorable image  foundation.It is a recognized brand with a positive reputation that has lost its momentum in recent years but still has that chance of growing to the peaks. According to the results of Simulated Test Market , almost 50% of the consumers are not buying this product because of no advertisements, non-availability in the area and product quality or value. Here is the best opportunity to improve and re gain that 50 % market share by winning over these customers. This might be one of the major reasons why Frito-Lay decided to acquire the Cracker Jack. Additionally the new division of the sweet snacks can create opportunities for the Frito-Lay by using appropriate existing distribution networks and marketing channels for the new add on product. Addition of Cracker Jack is one of the example of marketing enhancement which will create the additional retail selling points, giving Frito-Lay distribution opportunity in both salty and confectionery.SWOT Analysis Strengths Strong and Reputed Brand Name More Numbers of likes compared to dislikes of the products Brand awareness of 97% amongst the 15-60 years old A 100 years history of existence Huge room for expansion or addition of new products as has 50 manufacturing and processing plants Have tools and infrastructure to work closely with 480,000 retail trade locations weekly. Opportunities Stimulated test market Brand Extension Flavor extension Sales through different channels like small and large scale business. Weakness CJ has too many products SKU numbersThe weak financial position of Cracker Jack which incurred lo sses in 1995 and 1996 CJ increased the price of the product to maintain their net income resulting the Frito-Lay to decrease to remain competitive.Threats Competition Lack of adaptability Internal Developmental costs High price than other.Evaluation of AlternativeCracker Jacks sales will represent a tiny part of the Frito-Lay’s business currently, however the chances are high to get the numbers high from this division if proper decisions are made. Frito-Lay is the leader in the US market concerning market share and sales volume. So they can use their advertising and marketing experience to uplift CJ. CJ should be marketed as a stackable treat which is healthy as of natural ingredients like popcorn. Marketing researchers should focus on the small children as the target market as well. By launching the different sizes and convenient packages to the customers so that they can grab it and go rather than having a box. The CJ should be made available to as many stores as possible b y utilizing the same direct store delivery channels. A careful analysis has to be done to change any features like gifts in each bag and the flavor of the CJ, because that is the major point of CJ and most of the customers are attracted because of that particular features.RecommendationIn my opinion the Borden Foods will sell the company for above 30 million dollars based on the assets it has and the goodwill for the year ending 1996. However the Frito-Lay should only pay around 25 million dollars for acquisitions of the company. Because of the Cracker Jack current market shares and the popularity there is much more work needed to be done so that the product can gain the similar amount of sales figures as other general Frito-Lay products does. Also the price of the product has to be lowered to remain competitive which is another factor for Frito-Lay.

Biography of Mata Hari, Infamous World War I Spy

Biography of Mata Hari, Infamous World War I Spy Mata Hari (August 7, 1876–October 15, 1917) was a Dutch exotic dancer and courtesan who was arrested by the French and executed for espionage during World War I. After her death, her stage name Mata Hari became synonymous with spying and espionage. Fast Facts: Mata Hari Known For: Working as a  spy  for  Germany  during  World War IAlso Known As: Margaretha Geertruida Zelle; Lady MacLeodBorn: August 7, 1876 in Leeuwarden,  The NetherlandsParents: Adam Zelle, Antje van der MeulenDied: October 15, 1917 in Paris,  FranceSpouse: Rudolf John MacLeod (m.  1895- 1906)Children: Norman-John MacLeod, Louise Jeanne MacLeodNotable Quote: Death is nothing, nor life either, for that matter. To die, to sleep, to pass into nothingness, what does it matter? Everything is an illusion. Early Life Mata Hari was born Margaretha Geertruida Zelle in Leeuwarden, Netherlands, on August 7, 1876, as the first of four children. Zelles father was a hat maker by trade, but having invested well in oil, he had enough money to spoil his only daughter. At only 6 years old, Zelle became the talk of the town when she traveled in a goat-drawn carriage that her father had given her. In school, Zelle was known to be flamboyant, often appearing in new, flashy dresses. However, Zelles world changed drastically when her family went bankrupt in 1889 and her mother died two years later. Family Breakup After her mothers death, the Zelle family was split up and Zelle, now 15, was sent to Sneek to live with her godfather, Mr. Visser. Visser decided to send Zelle to a school that trained kindergarten teachers so that shed have a career. At the school, the headmaster Wybrandus Haanstra became enchanted by Zelle and pursued her. When a scandal broke out, Zelle was asked to leave the school, so she went to live with her uncle, Mr. Taconis, in The Hague. Marriage  and Divorce In March 1895, while still staying with her uncle, 18-year-old Zelle became engaged to Rudolph John MacLeod after answering a personal ad in the newspaper. (The ad had been placed as a joke by MacLeods friend.) MacLeod was a 38-year-old officer on home leave from the Dutch East Indies, where he had been stationed for 16 years. On July 11, 1895, the two were married. They spent much of their married life living in the tropics of Indonesia where money was tight, isolation was difficult, and Johns rudeness and Zelles youth caused serious friction in their marriage. Zelle and John had two children together, Norman-John MacLeod and Louise Jeanne MacLeod. Both children became quite ill in June 1899. Norman-John died at age 2, but Louise Jeanne survived and lived until 1919. Zelle and John suspected the children may have been poisoned by a disgruntled servant. In 1902, the couple moved back to The Netherlands and soon separated. Their divorce became final in 1906. Off to Paris Zelle decided to go to Paris for a new start. Without a husband, career, and money, Zelle used her experiences in Indonesia to create a new persona, one who donned jewels, smelled of perfume, spoke occasionally in Malay, danced seductively, and often wore very few clothes. She made her dancing debut in a salon and instantaneously became a success. When reporters and others interviewed her, Zelle continually added to the mystique that surrounded her by spinning fantastic, fictionalized stories about her background, including being a Javanese princess and daughter of a baron. To sound more exotic, she took the stage name Mata Hari, Malayan for eye of the day (the sun). Famous Dancer and Courtesan Zelle became famous. All things oriental were in fashion in Paris, and Zelles exotic looks added to her mystique. Zelle danced at both private salons and later at large theaters. She danced at ballets and operas. She was invited to large parties and traveled extensively. She also took a number of lovers (often military men from various countries) who were willing to provide her financial support in exchange for her company. Espionage, Capture, and Execution Zelle was no longer a sleek dancer when in 1916 she started to spy for France during World War I. She was actually 40 years old at the time, and her time as a dancer was long behind her. She fell in love with a Russian captain, Vladimir de Masloff, who was sent to the front and became injured. Zelle wanted to support him financially, so she accepted an offer to spy for France in mid-1916. France thought her courtesan contacts would be of use to its intelligence operation. She began to meet with German contacts. She provided the French with little useful information and may have begun to work for Germany as a double agent. The French eventually intercepted a German cable that named a spy code-named H-21, clearly a code name for Mata Hari. The French became convinced that she was a spy and arrested her on Feb. 13, 1917. She was accused of spying for Germany, causing the deaths of at least 50,000 soldiers, and was put on trial in July 1917. After a short trial conducted in private in front of a military court, she was found guilty of spying for Germany and sentenced to death by firing squad. The French executed Zelle on Oct. 15, 1917. She was 41 years old. Legacy During World War I, Zelles frequent traveling across international borders and her varied companions caused several countries to wonder if she was a spy or even a double-agent. Many people who met her say that she was sociable but just not smart enough to pull off such a feat. The notion that Zelle was an exotic dancer who used her powers of seduction to extract military secrets was false. She was years past her prime as a dancer by the time she agreed to serve as a spy for France- and possibly for Germany. Zelle maintained her innocence up until the time of her death. Sources Shipman, Pat. â€Å"Why Mata Hari Wasnt a Cunning Spy After All.†Ã‚  The History Behind the Killing of Mata Hari, 14 Oct. 2017. NationalGeographic.com.â€Å"Mata Hari.†Ã‚  Biography.com, AE Networks Television, 19 Apr. 2019.The Execution of Mata Hari, 1917. Eyewitnesstohistory.com.

An Analysis of the Foreshadowing of Cleopatras Betrayal in Antony and Cleopatra, a Play by William Shakespeare

An Analysis of the Foreshadowing of Cleopatra's Betrayal in Antony and Cleopatra, a Play by William Shakespeare Foreshadowing Betrayal Cleopatra’s betrayal is not unexpected at all if one closely reads the text in Antony and Cleopatra. There is ample foreshadowing of Cleopatra’s corrupted morals and sense of self. Antony’s infatuation with Cleopatra leads him to overlook her behavior and forgive her almost instantly. His love is ultimately blinding and had Antony been more aware and focused with his brain rather than his heart, he would have understood what Cleopatra is truly like. What struck me as interesting were all of the little instances that warn of Cleopatra’s future betrayal that could easily be brushed over not only by Antony, but also by readers. Cleopatra’s behavior is brought to light when Enobarbus and Antony are speaking to each other in Act I, Scene II. The way Enobarbus speaks of Cleopatra implies that he had been close to her once before. As narrated, â€Å"Alack, sir, no, her passions are made of // nothing but the finest part of pure love // We cannot call her wins and waters sighs and tears; they are // greater storms and tempests than almanacs can // report. This cannot be cunning in her; if it be, she // makes a shower of rain as well as Jove.† (Act I, Scene II). Enobarbus paints Cleopatra to be this dramatic picture of a woman that he recognizes and wants Antony to acknowledge. Regardless of her â€Å"tempestuous† personality, she is also suggested to be gentler when she is associated with â€Å"showers of rain†. In effect, Enobarbus recognizes both Cleopatra’s harshness along with her ability to seduce and show affection. If one reads closely, one can also notice that Enobarb us speaks of Antony’s woman as though she was once his as well. Antony doesn’t seem to catch on to this or think of Enobarbus possibly having sexual encounters with Cleopatra. However, if the two did have prior relationships together, this foreshadows her disloyalty. Antony’s heart lies directly with Cleopatra and we see this as he refuses to listen to Enobarbus. As one can see, the foreshadowing of Cleopatra’s betrayal links the simple words of Shakespeare’s texts to the bigger consequences that Antony faces. Whether it is through Cleopatra’s behavior or her actions, with the help of inference and close reading, one can see the direction the play was headed towards from its opening pages. With the speech that Enobarbus provides, we gain insight on what other characters besides Antony think of Cleopatra and their own unique ways of describing her, eventually becoming embodied in her actions.

Collapse of the Housing Market Essay Example | Topics and Well Written Essays - 500 words

Collapse of the Housing Market - Essay Example The cracks appeared in the banking system three years later. Housing prices started falling in the year 2005. Initial symptom appeared in the market for sub prime residential mortgage-supported securities as investment demand shrank in 2006. Cracks in financial market became wide open in June 2007 with the failure to meet the lenders’ call on Collateralised Debt Obligations (CDOs) by hedge funds for subprime loans. In a way, it was the overconfidence of the mortgage brokers who went on selling loans to home buyers in the sub prime sector of the housing market due to market hype (Financial World 26-28). The recessionary trends appeared with the sub prime lending to home borrowers. The crisis started from Cleveland where loans in huge amount were cleared without verifying income and documents by the mortgage brokers. Refinancing was allowed on the condition that new sub prime mortgage would start after two years at double the prevailing interest rates. The crisis deepened when t he whole of America came under its influence as property prices touched a new height; as a result, demand for owning property increased because of mortgage brokers and refinancing. When the interest reset period ended after two years, interest rates went higher because Fed interest rates also increased on which sub prime mortgage interests were based (BBC News 9-13).

School Attending and Academic Performance Hypothesis Testing Essay - 1

School Attending and Academic Performance Hypothesis Testing - Essay Example What is the alternative hypothesis? The alternate hypothesis is H0: ÃŽ ¼ = 75.62 (Performance on a test of social skills is same.) What is the null hypothesis? The null hypothesis is Ha: ÃŽ ¼ ≠  75.62 (Performance on a test of social skills is different.) What should the researcher conclude about this relationship in the population? The researcher should conclude that attending a private high school does not lead to higher or lower performance on a test of social skills when compared to students attending public schools. Are the results significant? Explain your response. The results are not significant. The Zobt value of 1.54 falls within the non-rejection region (-1.960 to 1.960), thus the null hypothesis H0 is not rejected. What is the probability of making a Type I error?   The probability of making a Type I error (ÃŽ ±) is 0.05, as the Zcrit value of  ± 1.960 refers to 0.05 significance level for a two-tailed test. If a Type I error were made, what would it mean?   Type I error refers to rejecting the null hypothesis when it is in fact true. Thus, if a Type I error were made, it would mean that attending a private high school leads to higher or lower performance on a test of social skills when compared to students attending public schools when in fact it is not true. What is the probability of making a Type II error? The probability of making a Type II error (ÃŽ ²) is about 0.6615. The power (1 – ÃŽ ²) of the test is 0.3385. If a Type II error were made, what would it mean? Type II error refers to not rejecting the null hypothesis when it is in fact false. Thus, if a Type II error were made, it would mean that attending a private high school does not lead to higher or lower performance on a test of social skills when compared to students attending public schools when in fact it is false.

The War on Democracy Movie Review Example | Topics and Well Written Essays - 1000 words

The War on Democracy - Movie Review Example The media announced Chavez’s resignation although no such move had been made. On the morning of 12th April 2002, Pedro Comino, a businessman, was sworn in as the new President without any elections. The American media and White House spokespersons supported the anti-Chavez picture. However, the Venezuelan masses took offensively to the new plutocratic government. Massive people protests ensued and hundreds of thousands of Venezuelans surrounded the presidential palace. With the people’s support, the Presidential Guard retook the presidential palace again. Chavez sees the 2002 coup d’Ã ©tat as the acid test of democracy where the poor masses took to the streets in order to defend Chavez and democracy.The US government not only knew about the coup but it also backed the coup through covert funding under the umbrella of U. S. Aid and the National Endowment for Democracy. Some 2 million dollars were distributed in order to make the coup a success. The Venezuelan sit uation makes it clear that the government of the United States protects its interest at the cost of everything else. Latin American politics was and has been the United States centric. Moves in Washington to protect American interests on the South American continent, the Central American region and the Caribbean are undeniable. The United States has benefited from the cheap oil, gas and other mineral wealth from these regions but the people of these regions have suffered without a doubt. The rising poverty levels, the hoards of people living below the poverty line. and the dictatorial governments supported by the United States have all made the situation worse. The intrusion of the United States government in Latin American political affairs is not new by any means. The CIA removed the Albeniz government in Guatemala in the fifties. The CIA and anti-government factions ran an all out political and military campaign to oust and exile the President. After the ouster, U. S. Vice Presid ent Richard Nixon flew into Guatemala to congratulate the new dictator. This is comparable to the Espionage activities diverted against Cuba soon after Castro’s revolution. The four and a half decades long economic war against Cuba by the United States is unquestionable. The ordinary people in Cuba have suffered more than the Castro

Managing change at the organization Royal Mail

Managing change at the organization Royal Mail Managing change in organization is a very difficult task but it is one of the required processes to be done in critical situations (demand). I have taken the organization Royal mail as a part of explaining how the royal mail group managed the change in the organisation. A new culture has been involved may be called as the management style change system in Royal mail. The further reports which I am going to point out will tell the facts how the change in management is managed by the Royal mail group of organization. In order to develop the manager styles a development plan has been implemented and evaluated to find out the reports of the new change plan and see how it works. This is done in accordance with a need that manager should have a stable style of management ethics and work activities to be carried out while in the job and it is the duty of the management team to monitor in regular intervals of time to time A small introduction about Royal Mail Group: When it comes to post or parcel in the U. K nobody never forget the Royal mail. The royal mail is a parent company of the post office ltd United Kingdom. Royal mail is one of the important businesses in the U.K (postal business and parcel service all over the world). The royal mail takes a pride by producing a fact that they deliver millions of letters to appropriate address in the UK everyday thereby stabilizing the brand of Royal mail group. They employ around 200,000 people for their postal services. Task 1 The back ground to change is mainly because of the advancement of technologies, new methods implemented all over the organisations thereby demanding the present organisation to make a change. This will support the organisation to a greater extent. The motivation to change is done by looking at the current economy, the current organisational change, certain needs of the organisation and many more. Taking the organisation royal mail group, I would like to explain in detail why the organisation needed a change? The letter and packages business has been divided into several sections like Difficult regulations and policies Process dominated organisation Lagging of technology Difficult regulations and policies: The different regulations and policies of the royal mail group increase the customer choice and competition. Followed by this, it is very difficult for royal mail to accept the proposals made by the post office. This will affect their ability to do service to the customers at a single price. The variations are going to affect them to greater extent. This will increase the weakness of the company. As a post office group, lot of external pressures from government will also add up. Hence there was a question on how royal group will achieve stable profitability. This made a need in change of the organisation. Process dominated organisation: The process is totally dominated by the organisation thereby demanding the buercratic style of passive employees. This will cause major operation in-efficiencies and hence the motivation of work force will go down. The work force will then form a union and will lead a strike. This type of actions will de-value the name of the royal mail group. Hence we need the change in management here to be taken place in this organisation. Lagging of technology: In todays world, technology has increased to a greater extent. More advancement has created the organisations to change their way and style of process. Task 1 Evaluate the Strength and weakness of bureaucratic organisation These types of organisation are well -structured, have a clear process authority and control. They are well suited for stable environments. The technologies can be used in a routine way in this type of organisations. The process they use, the technologies they adopt are quite difficult thereby the job in these types of organisation is quite rigid. The organisational structure is designed in such a way that only the job which has to be done will be processed and done. Strengths: The rules and behaviour are combined and strict The unity in operation is implemented in the organisation even with change in personal circumstances. The orientation structure is impersonal Functional specialisation is the main source for labours functional division Allocation of task is very stable in this type of organisation Based upon the technical knowledge of the employee, the promotion is initiated or given The job recruitment s is done on merit basis Proper membership is a way to a proper career in this type of organisations The authority of any process is legally defined The qualifications for any process is tested properly before being implemented The allocation of limited discretion officers and also the organisation has legally based tenure Weakness: The weakness of the organisation is also defined here to understand the changes to be done in bureaucratic organisations. The organisation have a rule that the authority is not on the person it is dependent on the position. Lagging of empathy due to its strict rules and regulations Lagging of rationality Decision making being more inflexible Limits defined in decision making Due to high rules are regulations, the decision making is done slow In this organisation there is no priority or any urgency Thus these are the evaluation of strength and weakness of bureaucratic organisations. Task 1 Alternative forms of organisational development Organisational development is said to be a planned intervention. There are many interventions developed to solve different problems. The plans and actions are designed for the change in the organisation. The organisation will implement different interventions in order to achieve the success. The main goal of the organisational structure is to achieve the goal with the change. There are different types of interventions. Many interventions are combined to produce different action plans. The whole actions include organisational training, analysis, conflict management, team management and organisational re-structuring. Types of interventions: Human resources the e.g. includes team building, consultation and recruitment process Technically more structural also can be defined as techno structural e.g. The management called total quality management, the re structure process and the design of work /process Management human resource e.g. 1. Diversity in management 2. Performance management 3. Appraisal of employees and many more Strategy process E.g. culture change involvement, transformation of organisation, self designing and management in strategy The training sensitivity: The main purpose of this training is to understand the behaviours aspect of themselves and to understand the others perception. Improvement can be done by getting the feedback Interpersonal conflict can be reduced Improves people to be more open, increases listening skills and others Efficiency of organisation and productivity is improved The facilator gives proper discussion and feedback thereby the facilator plays a very important role It has got broader scope but it lacks the specific goal. Feedback survey: Analysis of data done by different methods Information sharing is very important From all level of organisation, data collection of different levels has been done The participants and agents haven been transferred for the data usage. The solutions to the problem are only developed by the participants and they are very important to the organisation. Consultation of process: The process should be consulted as to make the process more effective Implementation of a goal for improving a particular process Problem solving method is increased and it the participants have been involved in it More steps/ pressure had been taken and given in order to reduce the inter personal problems. The consultation process determines the process that needs improvement. Interventions with teams: To improve the performance of teams working in the organisation Diagnosis of problems is done very quickly The main aim is to maintain and improve organisational process and team relationships Both the team member and the top management sit for a meeting to decide upon the diagnosis of problems. The whole groups and also divided into sub groups to collect different information for the organisational development is done. The guidance is given towards the achievements of goal The meeting is conducted only in need and also in regular intervals. Plans are prepared and what actions have to be taken is carefully observed and plan is handed over to the representatives. A Meeting to improve team building ( formal one ): The group of team building meeting is conducted at a far place The issues are discussed and the members are assigned with different responsibilities Action plan is prepared and given to the members The team building meeting is initated by managers with a supervision of external consultant. Team building techniques: Accepting things in a positive way and self awareness is very important Through repression and confrontation, the negative feeling can be resolved. Physiotherapy is made to involve in focusing on the individuals. Analysis of Role by John Thomas: Focal role is the name of this role It is a process that defines the role of team members Suggestions by team leaders, expectations are achieved By making compromises, certain problems are resolved. Interventions Intergroup team building: Improves relationship between different team groups Communication flow is easy Communication gap is understood and exchange of information is done Unresolved problems are discussed to make it solve as soon as possible It helps to improve the interaction level within groups Thus these are the steps done for intergroup team building Interventions Structural: It is mainly done in order to bring the change in task and technological process. Technostrutural interventions is also an another name of this interventions. Task 2 Royal mail group limited defines always that the whole group is for their people. They strongly believe that only hard work will take forward for their change required. Royal mail feels that it needs to develop proper relationship with the people and the stake holders. They are more focussed on delivering the incentives properly to the stake holders will identify them to accept the change. They are dedicated in encouraging Leadership commitment for the safety issues To set safety standards by the line and role managers Recognition of management , consequences faced and accountabilities are the major source to encourage by the royal mail group To develop the systems for the stakeholders first a proper system plan should be done and processed. It is explained below as follows Appropriate plan (adaption) The managers are made to know about the change in management and they are introduced for the development programme. Aims at helping the managers with respect to the development plan with different activities available to them It helps them to communicate a bit further about the values of managers thereby supporting the business Expectation of managers are re-enforced Motivate the managers so that the managers will try to excite or surprise people Proving update on current business Making the benefits of the event my development is very important. All these plans will make the manager become more enthusiastic about the change in plan and will be happy to introduce and explain these systems to the stake holders. This type of process and systems will be done with appropriate meeting with the stake holders and the people who are involved in this process. Proper feedback for the change in management will be explained by the role and line managers in the meeting thereby the stakeholders can also know what exactly is happening and why the change in management is needed. Stake holders should also be know the fact that what will be the output of this outcome. This development plan how it will help the organisations and how far it will benefit the stake holder .these analysis can be done by conducting audit reports on this process by external and internal factors. By analysing this system, the key stake holders will be in a proper well known state about the change in management. Task 2 To evaluate these systems and to involve the key stake holders in the organisation there are certain strategies to be followed It is explained as follows When there is a change, it is very important for the organisation to inform all of its sub-ordinates. In other words, getting people involved and communication are the main factors in evaluating and execution of change. Communication is a very important tool acting here as it not only involves listening but also the person can take the feedback and present it to the organisation thereby making them to take actions on it. To accept the change, there is always a fear for people which can be destroyed when there is a proper communication. The people will really get encouraged especially the stake holders if they know everything about the change with a proper communication. The royal mail should not think stake holders as obstacles but they need to explain them for the need in change, make them involve in it and make responsible. Royal mail should make the stake holders understand that change in development is done in order to develop the managers, responsible for decision making and oth er operational managements. The moment of sustainability is very important when there is a change in management. The stake holders and the royal mail group ltd should discuss about the resources provided for the change and the support for the change thereby reducing the reduction of enthusiasm in stake holders. The royal mail team will have a team for change management which will deal with difficulties, develop the managers for the change. Under this change in management, the managers will be in a position to use the resources and move the business forward with clear vision. All these strategies have to be explained clearly to the royal mail stake holders. Thus these are the strategy to be followed in order to involve the stakeholder in the change in management. Task 3 The new model that can be appropriate to the royal mail group is as follows Development of skills and new competences model There are five key areas where the managers should be capable of taking authority and responsibility at work Inspiration of people: Inspiring is an attractive term used in the field of management. When people get inspired they are really feeling happy about what the management is telling about. Thus by inspiring skills, the management can easily manage the change in organisation. Action focused: The main focus of action should be with the customers and the service. The royal mail group has got lot of actions to be focused. Especially, in winter times the postal services or the parcel process may get delayed which might annoy the customers. The royal group ltd should focus on this particular action and appoint some new volunteers staff to avoid any delay in their process. This would make the customers feel more confident on royal mail groups. All these action focus should be done by the managers and that is how they can easily manage the change in management. Seeking improvements: The managers should be always in an enthusiastic mood to seek improvements in their field. As a manger, he /she should be able to learn new things for the change in management. Only if the mangers are in a proper learned way, then only we can sort out all the external problems. Continuous seeking improvement is one of the skills needed for the managers. Results should be driving: These areas are considered to be the more sensitive area. The results where the managers should deliver should drive the customers to a greater extent. Even with the changes in policies the organisation should be able to give better results and perform better services to the customers Ownership should be taken by managers: The managers should be able to take ownership on their own and do everything with respect to the organisation. Under this management plan, managers will be able to acquire good confidence and the right skills and make royal mail a nice place to work. Thus these are the different skills to be acquired for the managers and thus these plans will be a appropriate model for the royal mail group ltd. Task 3 Implementation of model process and their outcomes To implement a process model the organisation need proper plan and proper managerial skills to be performed. The steps to be done are as follows Plan for programme: The organisation communicating with the people about their development plan an introduction is given in first quarter of the year. In this first quarter meeting, the managers will come to know about their new management change plan and their benefits. Top level executives, senior managers and other top level people will be heading this change management programme. This plan is essential to implement the process model successfully. Over the year there will be many practical workshops, Action learning training, modules skills classes. This will be taking place including e-coaching. Workshops ( Practical ): This work-shop will be a class based one and this will emphasize more on the safety issues diversity, and about the rapid growth of business ideas. This plan would be very ideal in the change in management system. Modules: Modules will be skill based development programme. This might include interaction with others, communication development, giving feedback, decision making, working in a collaborative manner and assertiveness etc. Action learning: The managers will go and meet with groups of other managers for a formal meeting to review the reports by time to time. This will enable action learning programme to be more efficient for the managers. The report will make the organisation to develop their progress in the any field the organisation demands. This action learning programme is implemented nowadays much in the corporate culture as to fill the communication gap and also to monitor the progress at regular time intervals. Coaching: A different type of coaching is being introduced by the managers which are called as external coaching. External teachers have been taking into the organisation and they help the managers or the individuals to improve their performance. These types of coaching help the managers to tackle many unresolved problems. E-learning: Nowadays e-learning is a very powerful a popular method to study and analyse different things. The information can be assessed online at any time irrespective of any problems. The manager will study products which include business management, different type of risk analysis, attendance, performance appraisal and many more. Reporting and Accessing: The manager performance is monitored and reported every year with different mentor giving feedback They are assessed in factors like How the manager has developed their sub-ordinates How the managers has identified themselves about the need and change in management and their responsibilities. To develop the people there are many process and time involved. This factor is assessed to manager on how he takes this factor importantly. Outstanding performance given to the managers with promotional offers. Senior appraisals and capability of mangers is also monitored in this process After accessing all this factors, a report from the mentor is given to the organisation thereby explaining the benefits done and efficiency of the manager. Feedbacks: This is a very important factor which decides so many things in an organisation. An employee survey is conducted in regular intervals to find out how the employees are in with the organisation. The royal mail group ltd does this as a way to improve further and it is done on weekly basis. Thus this is how the model should be implemented when there is a change in management and the improvements have been mentioned in the above report that why these plans are executed and done with respect to the organisation. Conclusion: This case-study royal mail group ltd is was very innovative. It was expressing all about the changes needed in operation when there is a change in management and how the managers should take responsibility and fix themselves into the different implementation plans and learn different things. The report was also talks about why change is required in this economy- The strengths and weakness of the bureaucratic organisations. The report also defines about the stake holders analysis and how the systems should be developed and how stake holders should be involved in the change in organisation. Finally, I have researched about the different plans to be learnt and implemented and their process and outcomes for the change in management. Overall, royal mail is looking at the organisation structure which can yield profit to them when the change has happened. My management plans shows that the organisation is expecting all the staffs to work together in this competitive challenging market and a chieve the targets. This development programme will make the life easier for the managers as they learn all the necessary things. Thus managers will do a great job in the change of management. The group wide management programme will also provide a great way to tackle the problems of the work force and to attain the sustainability of the organisation. The main important thing in this whole project is the capability of managers as he stands here as the back bone for the change in organisation. Thus overall, the manager plays a vital role in changing the change in management and culture change in the organisation.