Why Projects Fail In Airbus-A380 In Singapore Airline Essay

Why Projects Fail In Airbus-A380 In Singapore Airline - Essay Example From this research it is clear that Airbus had high expectations regarding its most ambitious project of A380. It was a commercial aircraft, intended to guide in the new age of superjumbo airplane. It was also aimed to carry about 800 travellers and crewmembers. The problem with the project arrived during 2006 when the pre-assembled wiring, manufactured in Hamburg, Germany plant failed to be adjusted appropriately in the A380 aircraft frame. The wiring was designed by utilising old version of CATIA, an application commonly used in the aviation industry, where the body of A380 was manufactured by using upgraded version of similar application. Unfortunately, these versions were incompatible with each other and therefore, during the project lifecycle phase, the capability to share the design of aircraft between these two plants was conceded. As a consequence, considerable number of fabricated cabins developed could not be adjusted in the airplane. Hence, Airbus had no other option than halting the manufacturing work, delaying the deliveries of Aircrafts for two years and remodelling the wiring system. The expenses of the project failure exceeded about US$6 billion, positioning the program about two years behind the planned schedule. For any project to be successful, organisations must meet the delivery and production obligations made to its customers. However, Airbus was unable to fulfil its obligations towards the customers owing to the above stated problems causing the Airbus A380 project failure.

Discuss the arguments for and againts the reform of the international Essay

Discuss the arguments for and againts the reform of the international trading systems in general and the World Trade Organisationvin particular - Essay Example There has been greatest movement of resource to other countries and most of the companies have gone international. This has been a positive development in the business world as more and more companies in the world embrace e the concept of global operation. (Cancun 2003, p. 3) International trade can be described as trade between nations. This can be described as trade between national in different continents or it can mean trade between one neighbouring nations. International trade is the trade that happens beyond the boundaries of a continents and which in particular involves the subjects of that country. Unlike domestic trade that it controlled by the government, International trade is subject to the control of world and it comes with more regulation than the domestic trade International trade has been used as a yard stick for measuring the transparency and governance of a nation by the international community. In the recent past the wave of globalization has made it difficult for one a country to live as an island and the economic systems are moving more towards a dependency market structure. Globalization has brought about a cycle of dependency in which a country is depending on other for as structured by the world economic systems. This has been one of the reasons why international trade has become very important to the whole world. globalization has opened countries to the scrutiny of the international community and the world trade system has been used to force nations hat have been seen as deviating from the world economic system in order to force them to conform to world policies. One of the most important way in which world trade has been used to streamline the operation of nations is on mater that concerning respect of human rights. As we said earlier globalization has been characterized by opening of national police to the whole world and hence there is a scrutiny on how a nation is respecting issue of human rights and other.

Religious Education Learning Package Essay Example | Topics and Well Written Essays - 1000 words

Religious Education Learning Package - Essay Example With such deliberations of the beliefs and practices advocated for during the Rosh Hashanah festival, it is apparent that, this marks a period of purifying oneself for the rest of the year. In addition, since the season is marked with several prayers, fasting and repenting, it reminds every Jew to abide by the Jewish beliefs and practices (Jacobs, 1987). In light of this, it is critical to focus on the beliefs and practices of Jews that make them repent so that they can have a good and sweet year ahead. In this regard, the concern is the relevance of beliefs and practices exhibited in the Rosh Hashanah festival, which culminates the evaluation of oneself in regard to their adherence to the beliefs and practices of Jews for the previous year. Therefore, the Rosh Hashanah festival could be argued to detail the overall beliefs and practices of Jews. This is in line with what Segal (2009) pointed out that, formal prayers guide Jews and their beliefs and practices. The following learning package aims at enlightening year 8 students with lessons designed to give insights to Jewish beliefs and practices. ... The first reading material is Essential Judaism: A Complete Guide to Beliefs, Customs & Rituals, a book by George Robinson (Robinson, 2003). Robinson highlights the importance of Jewish beliefs and practices, which are put into practice through various festivals. The festivals are symbolic interaction between Jews and God. In Rosh Hashana, Jews recite prayers. Robinson argues that prayer is at the heart of Jewish prayer, God listens to them. In order to elicit a clear understanding of such an assertion from the text, students would be requested to review the assertion, which is further elaborated by Robinson to mean that prayer is part of dialogue between man and God. In this regard, the students would be required to explain what they take of the assertion in relation to the understanding of Rosh Hashana prayers. A set of questions would be used to develop a discussion of whether the students believed that a prayer acted a means of communication between Jews and God, and whether what Jews believe in their Rosh Hashanah prayer is actually fulfilled by God. Some of the verbs used in driving points home from the book involve requesting students to read specific chapters and sentences of the book that emphasizes on the Jewish beliefs and practices in regard to the Rosh Hashanah festival. This would ensure that the students clearly understand the content of the book. In addition, students would be required to quote some sentences and phrases from the book that supports their arguments during discussions. A validation of their Jewish beliefs and practices would also be enhanced through reading the following sentence from Woodhead, (2002, p. 128): â€Å"the

Critical Incident Essay Example for Free

Critical Incident Essay It was a cold friday afternoon as I sat at the bus stop waiting to get home. I had just got out of an intense Friday lecture from the Northampton local Mosque. The Imam was furious and obviously disgusted at the behavior of our generation. How do we live with ourselves Imam Aseem Ibrahim had said. Most of us have enough to feed ourselves and our family, even buy the latest gadgets just because we can but do we feed the poor? Do we clothed them? He said in anger as he chocked on the words. The lecture kept on playing in my head as I waited for the bus. It made me realize, we could do some good with the money we spend on some unnecessary things especially the ones we buy for ourselves to please others. Earlier, I had planned on buying the new Manchester United away jersey, but with what the Imam said, I dont think I need it anymore. I could use at least half the money to do good for others. Just as I drift on my thoughts, I noticed a fish and chips cart which reminded me of the breakfast and lunch I had missed. I had been staying up late studying that I forgot about a couple of meals. Dont starve yourself in the course of feeding others. The Imam had said while giving his lectures. I starved myself but it wasnt because I was trying to feed anybody, I was just trying to catch up on loss time. I got up and got myself some fish and chips then sat back at the bus stop seats. As soon as I had the first swallow, I realized I could help poor people by feeding them delicious food with a reasonable amount of money. The food was relatively cheap. I smiled and continued to enjoy. Halfway through my meal, I saw a little Indian boy with an elderly woman walking towards my direction. The boy smiled at me so I smiled and offered him my food. The little boy smiled again and shook his head. Are you sure? He shook his head and stopped walking. Alright then. I went on with my meal. A few minutes later, the bus arrived and just as I motioned to get on it, the elderly woman furiously said some words to me in Hindu. I shrugged and got on the bus. When I arrived home, I found my roommate Taneem watching a Hindu movie. I noticed something weird as I watched a little with him. Why is the subtitle saying yes while the woman keeps shaking her head? I asked. Because shaking your head is to Indians as nodding your head is to us. Shes saying yes. Taneem explained. Even though it was minutes after I had left the boy and the woman, I felt so embarrassed at what I did to the boy. My intentions were good, but it looked otherwise.

The International Market Audit And Kangaroo Meat Products Marketing Essay

The International Market Audit And Kangaroo Meat Products Marketing Essay The Report Covers an International Market Audit and a Marketing plan for the export of Kangaroo meat products in the German market by Ace Corporation. The Companies main objective is to sell Kangaroo meat products like (sausages, diced meat, fillets and mince meat) in the German market to broaden its market space. The Vision of the company is Creating an edible product for human consumption which will be so tempting and full of nutrition that all would just want to say Lets eat Kangaroo. The Kangaroo Industry is in operation in all states of Australia except Victoria and NT. Its reasonably big industry collecting revenue of $270 million per year. Every state has to operate under the Kangaroo Management plan which is controlled by the Conservation authorities within the state and when overseas its controlled by the Federal authority. Germany is one of the worlds largest economies. Having a market share of 33.5 per cent in the European meat market. The Meat markets make a lot of profit reaching nearly $7.8 billion in the year 2007, and are mostly likely to touch $9.5 billion by 2012. (Frozen Food Global Industry Guide, 2008). The Germans are adapting to the new culture surrounding and are becoming more and more health conscious with passing time. After having understood the market trends and successfully completing the economic and socio-cultural analysis Ace Corporation has chosen Germany for the international export of Kangaroo meat products, which is very healthy , high in protein , iron and very low in fat perfect for our target market being families. (Phillips, C., n.d.). The Product Kangaroos are very high in number and are stated as an iconic animal and are known for their uniqueness in Australia. They give off one third as much methane as ruminant animals, like cows o goats. They are responsible for 60 per cent of the global methane emission. They whole idea behind entering into this industry was to reduce the highly populated number of Kangaroos creating a healthier environment and provide a cuisine which the consumers enjoy to eat as a part of their meals.( Kangaroo meat, n.d.). Below is the chart showing the population of Kangaroos in Australia 2009 Population estimates for kangaroos within the commercial harvest areas State Red (Macropus rufus) Western Grey (Macropus fuliginosus) Eastern Grey (Macropus giganteus) Wallaroo/Euro (Macropus robustus) South Australia 1,031,000 658,000 465,000 Western Australia 904,506 1,653,464 New South Wales 2,456,795 722,255 3,909,270 114,966 Queensland 5,004,684 7,714,654 2,405,729 Grand Total 9,396,985 3,033,719 11,623,924 2,985,695 Source: Kangaroo population estimates Kangaroo Meat which we will be exporting from Australia is meant for Human Consumption only, as 70 per cent of kangaroo meat is exported to different countries around the world. It is considered as ideal meat for maintaining a balanced diet. It is also low in cholesterol and has 24% of protein and minerals. The fat contain is less than 2%. Nutrition Content as Compared to other meat Protein (%) Fat (%) Kilojoules (per 100g) P/M/S ratio Cholesterol (mg/100g) Iron (mg/100g) Kangaroo 24 1-3 500 1.5(1)1 56 2.6 Lean Lamb 22 2-7 530 0.1(0.9)1 66 1.8 Lean Beef 22 2-5 500 0.1(0.9)1 67 3.5 Lean Pork 23 1-3 440 0.2(1.3)1 50 1.0 Lean Chicken Breast 23 2 470 0.4(1.5)1 50 0.6 Rabbit 22 2-4 520 0.8(0.5)1 70 1.0 Source: Food GL Fogerty AC. 1982. The fatty acids of Kangaroo and wallaby meat. CSIRO Food Research Quarterly, 42, 57-61. Kangaroo Meat is available in various shapes and sizes for human consumption a chart of different types of kangaroo meat cuts has been put up in the Appendix 1. Evaluate the Product as an innovation as it is perceived by the intended market. Relative Advantage People of Germany have adapted to new food habits and have become more calorie and cholesterol conscious in their intake. Percentage of protein in Kangaroo meet is high in comparison to beef and pork. People of Germany like game meat, as well are always ready to try different types of meat products. (Flannery, n.d.). An added advantage of Kangaroo meat is that it is 30% cheaper than beef, which simultaneously increases the scope of opportunities to sell our product into the German market. (More Aussies dining on Skippy, 2008). The relative advantage of our product is more as compared to other products. Compatibility Kangaroo meat is one of the healthiest red meat, available for human consumption. The fat levels in kangaroo meat are less than 2% which creates a positive mind set for the consumer to buy our product as these days consumer are very health conscious. Kangaroo meat can be used exactly like other red meats; its also available in a wide range of cuts. (Kangaroo Meat for Human Consumption,n.d.). Complexity Our Kangaroo meat is produced under high strict hygiene legislation and has an even healthier disease free status than domestic animal meats. The method of cooking kangaroo meat is easy and not to complex. One thing which needs to be kept in mind is overcooking which will dry out the meat. Trial ability As Kangaroo meat falls under the category of game meats and is one of the rarest breed of animal found for human consumption it is also very inexpensive to purchase, this automatically encourages the consumers in Germany to try this product for a minimum expense from their pockets Observability Kangaroo meat is easy to cook and contains high levels of protein, iron, zinc, B-group vitamins namely riboflavin, niacin, Vitamin B6 and Vitamin B12. A variety of dishes can be cooked from kangaroo meat. German Consumers cab be rest assured that our kangaroo meat is safe to eat and is processed to meet the strict Australian and export Standards. (COOKING TIPS.n.d.). Major problems and resistance to product acceptance based on the preceding evaluation. The Main issue or the area of concern for Kangaroo Meat is the method of cooking as it is low fat content, can easily dry out during the cooking process. Therefore it is recommended to follow some simple cooking steps to retain moisture and the meat flavour. Kangaroo meat should be handled and cooked like any other lean low fat red meat. (COOKING TIPS.n.d.).The Haziness of cooking kangaroo meat discourages many consumers. Also another problem with Kangaroo meat is that Kangaroo is the national animal of Australia. The consumers which are fond of meat products are very taste sensitive, they are aware of kangaroo products being available in the market but havent got the right approach and means to try it out. The Market Describe the market(s) in which the product is to be sold. The country that we are focusing on selling our product is Germany. The market audit and plan will be based on strategically approaches used to introduce our product into the market, specifically looking at the culture, political and economic environment. 1. Geographical region(s) We are focusing on Berlin being the capital of Germany, as it is not possible to cover the entire market of Germany in the first year of business. Berlin is the most important state in Germany out of the 16 states. It has a total population of 3.5million. Berlin is one of the most significant centres in European politics, culture and science. Berlin is also a working capital city and a province of Germany. It is also famous for its cultural institutions and a highly visited tourist destination.(Berlin ,Germany,n.d.) Forms of transportation and communication available in that region. Germany is well known as the nation of car lovers. Public Transport is excellent in Germany. Their rail network is very comfortable, reliable and fast. All major cities have an impressive public transport system like Tube, Tram and Busses which are very reliable. Many cities in Germany encourage cyclists with elected bicycle lanes. ( Getting Around in Germany,n.d.). For Transportation and communication when exporting and selling (in the Target market) our product, we will be using only Air Transport and Road Transport. Consumer buying habits. Product-use patterns The German cuisine is very different from region to region, Aswell we have discussed this in ou socio-cultural analysis which gives a clear understanding of the audience in the target market. As the Germans is health conscious and very particular about their calorie intake. There are more than 1500 varieties of sausages available.(Cuisine,n.d.). As our kangaroo meat is very healthy, light in consumption less in fat and easy to cook, it fits right as a part of their meals keeping in mind the health factor. Product feature preference According to a survey by GfK whose studies and analyses are based on consumer shopping behaviour state that the German consumers have a per capita retail purchasing power of around à ¢Ã¢â‚¬Å¡Ã‚ ¬5,201 in 2009. GfK GeoMarketing has understood and calculated the Germans purchasing power by region, categorizing the results according to around 60 food- and non-food product lines.(New study on Germans regional consumer preferences,n.d.). As the Consumers in Germany have high purchasing power , it gives us a green flag to enter their market and sell our chosen product. Untitled.png As seen in the above chart the German consumers spend round 12.6% on health and hygienic products. In which they are mainly looking for nutritious and healthy intake of food. In that case kangaroo meat which we want to sell meets their demands and expectation levels. Shopping habits Shop till you drop is the tag line which is fixed to the Germans shopping habits. Shopping is called as a national pastime for the Germans. Malls are not that well- developed in Germany so there are more of Out Malls which have been opened up. Place lile Big Box, hyper-stores, discounters, Marktstrassen or market streets are very popular to buy their products on daily needs.(Shopping in Germany,n.d.). Specialization shops are very popular and easily recognized in food stores. The Metzgerei (butcher), Backerei (bakery) and Konditorei (pastry shop) are in business by people of their own profession. Germans basically buy their meat from local butchers instead of buying it from supermarket. Their preference is quality, comfort, prestige, convenience and price when buying consumer durables. alternatively, price dominates other factors in case of everyday goods.(Shopping in Germany,n.d.). Distribution of the product Typical retail outlets The German market is the biggest and the most important part of Europe, the retail market is very competitive and segmented for most of the products. The highest level of importance is given to the Quality and service of the products. ( Germany MARKET ACCESS,n.d.). The German retail market is distributed into large Independent shops, having a high proportion of distribution in city centres and urban areas. Also they are quite a few numbers of hypermarkets followed by discounted stores which are the main attractions to customers. The market also gives high importance to distance selling which are mail order, e-commerce and teleshopping.( Germany MARKET ACCESS,n.d.). Our strategy here will be the approaching the specific shops which will sell our products to the consumers at a reasonable price, which specially assures good quality and taste. Product sales by other middlemen For selling a variety of products in Germany, the best approach is to involve or appoint an independent regional agent who understands the surrounding and culture, having a clear understanding of the situation. Also taking into consideration that Germany holds the ranking for organising the worlds largest trade exhibitions and fairs, proving very important for companies to build their image and status in the surrounding and simultaneously understand who its competitors are, how the market operates and how to create goodwill amongst the bigger guns. (Distribution, n.d.). Advertising and Promotion Advertising media usually used to reach your target markets(s) Advertising is one of the most evident forms of communication. The types of advertising most used in Germany are Televisions, Print ads( Newspapers), Outdoor, Radio, Online and Magazines, for any product to be introduced in this target market these types of adverting media are highly recommended.. (Germany Marketing Strategy,n.d.). As mentioned in our earlier economic analysis report that 51% of citizens obtain new through the medium of television, 22% get the information from newspapers or Magazines and 6% make use of the radio. Advertising is given the utmost importance in any company or to any product before getting itself introduced to the world and especially in Germany for us to introduce our Kangaroo Meat we will need to approach the right medium to give us the right push in to the target market. Sales Promotions customarily used Sales Promotions acts as the key factor in adding value to the sale. Sales promotions are usually used in the B to B Market, where the consumer goods move fast in sales. Germany on the other hand has some interesting strategies to take from, and undoubtedly these promotional strategies have proven to work in the current market trends. (Phillips, C., n.d.). The Tools used for the promotion of any product have to be taken into effect by understanding the customer sentiments and the way of purchasing, because the need and want are two separate things when it comes to buying a product. Tools like Consumer goods Coupons, Price reduction, Premiums, data base/ direct marketing, are the main sections given high priority in Germany when introducing a product. (Phillips, C., n.d.). Pricing Strategy Pricing is one of the most critical factors when pricing in the International market. Pricing is that element that generates revenue; the remaining elements are driven by cost. The thought that we as exporters need to be cautious when pricing in the Global environment is Counter Trade Requirements, Regional Trading, Increased Competitive Levels, and Standardisation against Localisation Issues etc. (cite text) Customary Mark-Ups The Normal pattern used by most of the retailers for the mark-up is the customary mark-ups which is a 100% .e.g. If our product cost is 12$ it will be sold in Germany for 24$ keeping in mind the conversion cost between the two countries.(Pricing Strategy,2007). In the case of our product we have kept the Customary mark- up price for our retailers as 60% for only the reason being our product is new in the market and even though our competitors exist we have to match the standard Quality and Taste of our product , keeping in mind the affordability factor Types of Discounts Available Discount types are many and have various purposes depending on the situation, the location, the time period or even the market trend. Types of discounts available in the target market are: Paper Coupon Online Coupon Direct Discounts Premiums Reward points Rebates Percentage of total Purchase Cash of total Purchase As for our Kangaroo meat we will only be using the Coupons, Premiums, and direct discount strategy as it is not possible to introduce all types of discount in the first year of production/export. Compare and contrast your product and the competitors product The Main competitors who export Kangaroo meat from Australia are: Macro Meats- Leading producer of kangaroo and wild gourmet game meat Southern Game Meat- Export Kangaroo meat to Europe. DGroot International Food Marketing Exports Kangaroo Meat to the USA. Game meats Australia- Export Kangaroo and Wallaby meat. Ace Corporation main objective is to export Kangaroo Meat. The idea and the purpose behind selling kangaroo meat is that, its low in fat intake and free from chemicals, hormones and pesticide. Its basically an ultimate free range meat which is very high in protein and iron content. Our Tag line says it all Lets Eat Kangaroo our motive being Healthier Kangaroo meat for Human Consumption. One of our major competitors is Macro Meats Competitors Product Macro Meats is our biggest competitor. Macro Meats was established in 1987 with a vision to develop kangaroo meat not only as another meat for human consumption, but to promote kangaroo meats healthy and 100% natural features. The Company Director and Owner Ray Borda has been the man behind this industry for over 22years. Some of the Products sold by them are: Kanga Bangas (Kangaroo Sausages) Kangaroo Mince-1kg Marinated kangaroo steak Kangaroo Mince- 500g Kangaroo Steak Kangaroo Fillets Kangaroo mini roast Kangaroo marinated kebabs. (Products, n.d.). Brand Name They export their product under the name- Macro meats-Gourmet Game. Is a certified meat exporter and is EU accredited. Features Some of their Features which give them a higher advantage are : Chemical free Processed as per Quality assurance program Gluten free 98% fat free High in Iron High in Protein Package Macro meats-Gourmet Game have a standardised packing pattern for all their products as they have a number of products which they export as mentioned above. Their packaging is done by the Australian Supermarkets and the kangaroo meat is approved by the National Heart Foundation of Australia and many of its products have a Kangaroo fillet Tick Approval. (A Growing Industry, n.d.). Competitors Prices Product Per kg (In AUD) Kanga Bangas ( Sausages) $13.00 Kangaroo Fillets $17.00 Kangaroo Mince 500g $10.00 Diced Kangaroo Meat $12.00 ACE Corporation will be only selling four products in the first year of production/export, for the same reason we have compared prices with only four of our competitors products. Competitors promotion and advertising methods. Macro Meats Slogan is Good for you good for the environment The Advertising methods used by them are mainly through newspapers, Television, radio and the weekly specials booklets distributed by the supermarkets.(Environment, n.d.). Competitors Distribution Channel The Distribution channels used by Macro meats are as follows: Air Transport Distributors Retailers Storage at the arrival airport Truck Transport Custom Duties Freight Forwarder Storage Importers Storage in Processed Chillers Macro Meat Processor Market Size The Australian Kangaroo Industry started exporting Kangaroo meat to Europe in 1959 having a high response to the European game meat. Kangaroo meat which is processed and exported is checked by the Australian Quarantine and Inspection Service (AQIS).( The kangaroo industry2008). The market size for this type of industry is massive and is spread in Germany, Russia, USA, Africa, China, France, and Netherlands. Estimated Industry sales for the Planning year As there are a few organisations already exporting the same product as ours it will be a bit difficult to gain an 100% profit margin. Looking at it from all aspects of the market we have an estimated target of 65% to achieve. Estimated sales for your company for the planning year. The Estimated sales for our first year being in business. Selling Kangaroo meat in the Germany will be approximately % 750,000.00 With an estimated Gross Profit of 16.4% Government participation in the marketplace The German federal government plays a vital role in the German economy, sometimes directly and sometimes indirectly through the effects of other policies on the economy. Germany being a part of the European Union (EU) which assures a Liberal Movement between European countries. Germany is a leader in export thus the entire European union is its Primary trade partner with 47.8% of the German imports and 53.1% of its exports are made with 15 original members of EU.( Foreign trade in figures, n.d.) Agencies There are two Australian Government that have been set up and will be helpful for us to export. They also provide grants to exporters that assist with business development activities. They are listed below: Austrade (Australian Trade commission). Overseas Business Development Grants from the Department of Foreign Affairs and Trade. Regulation The government regulations and list of documents that we will have to comply with, when exporting our product: Kangaroo Harvester accreditation requirements are that each State has a TAFE course which harvesters must pass in order to gain licences. A permit issued by the department will generally be needed to legally export kangaroo products. The export and import of wildlife and wildlife products is regulated under Part 13A of the Environment Protection and Biodiversity Conservation Act 1999 (EPBC Act) Following the Code of Practice for the Humane Harvesting which ensures humane welfare. Outcomes of kangaroos. (Exports, n.d.). Insurance Certificate Commercial invoice Packing list Freight insurance Freight documents Customer value declaration Certificate of origin Customs Import declaration (Special certificates, 2009).

resistance in denmark :: essays research papers

The occupation of a country subjects both the people and the invaders to a strange game of mutual suspicion: The occupier acts like a new owner and wants the tenants to behave and pay the rent on time, but those invaded feel violated — they know the country, by right, belongs to them, and while they cannot physically throw the occupiers out, they may well want to resist the invader's terms. Perhaps, if the invader finds the game is not worth the effort, he will leave. Or perhaps he will start killing uncooperative tenants. But the game gives one major advantage to those occupied: They will define the extent to which they are going to cooperate. And the offender, ironically, will have to defend his ill-gotten gains. The Danish resisters took the offensive against German occupying forces. Through symbolic and cultural protests, they asserted their right to govern their own lives, and that strengthened public morale — which inspired bolder resistance. Through strikes, defiance at work sites, and damage to physical property, nonviolent resisters attacked the economic interests of the invaders. Through underground publishing, an alternate network of communication was established, to subvert the lies of the occupiers' propaganda. By involving so many civilians in strikes, demonstrations, and other forms of opposition, Danish resisters forced the Germans to stop violent reprisals and suspend curfews. They denied the Nazis their prime goal, on which other objectives depended: making the fact of occupation normal. By definition, a successful military invasion gives the occupier superiority on the ground and in the air, in the ability to use physical force and violence. Despite that, when a military invader loses control of what the people read and believe, of when and if they work, of how they spend their money — when the occupiers are constantly on the defensive, as they try to maintain their position — their ability to command events is detached from their ability to use violence. War contorts the history of the nations it touches, but it also exhibits the greatness of their peoples. The Danes challenged the most barbaric regime of the modern period and did so not with troops or tanks but with singing, striking, going home to garden, and standing in public squares. Yet the power they brought to bear in resisting the Nazis did not come only from these things. It came first from the essential decision

Marketing: Strategic Innovation in Globally Diverse Markets Essay

Personalized marketing (sometimes referred to as one-to-one marketing) is the marketer attempt to provide the customer individual attention through a variation of methods. Personalized marketing is a strategic approach which involves tailoring products differently for each and every consumer while retaining the principles of mass production. One-to-one marketing is attributable to two converging phenomena: the interactive flow of information made possible by robots and just-in-time inventory (Lampel & Mintzer, 1996, p. 1). In order for a company to be effective in personalized marketing, the company must be able to gather information on the target individual. Today, with the power of technology this is a widespread practice on the Internet. The Internet provides a medium to make one-on-one personalization practical for a variety of firms (Schibsted, 2001). For example, a web page may establish cookies and track the buying habits of the customer. Based on the customer buying habits, advertisements are geared towards that individual. An example of personalized marketing is something I witness on a regular bases, but did not realize it was referred to as personalized marketing. I consistently purchase items through Amazon. com, in which I typically purchase books. Amazon. com routinely sends me emails, informing me of sales or populates my home page with advertisements relating to certain categories of books I typically purchase. As pointed out by Vesanen, (2007), developments in information and communication technologies have opened up new opportunities to collect and analyze data and implement personalized marketing (p. 09). In today’s market there is an increase in customer satisfaction. In order for businesses to succeed and be competitive they must be in tune to the customer needs and wants. Marketing to the individual customer can be profitable to the company as long as the method of gathering the data and establishing personalization is not complex. As studied by Goldsmith & Frieden (2004), data warehouses allow companies to store trillions of bytes of consumer information. Computer controlled factory equipment , and industrial robots can quickly readjust assembly lines. Bar code scanners make it possible to track parts and products. The Internet ties it all together and makes it easy for a company to interact with customers, learn about their preferences, and respond. Personalize marketing can benefit some companies; however it would be much more difficult for a store to personalized catalogs, pamphlets, or fliers for each of its customers, by proposing deals, rebates and reductions based on the customers shopping habits. Not only would it be difficult, but it would not be cost effective for a company to engage in this type of personalization. Personalization can take many forms, from the customization of Web sites to the customization of products. Whatever the extent of it, it is an expensive and time-consuming activity. While Amazon is the leader in this type of customization, few others are succeeding (Goldsmith & Frieden). Dynamic Pricing Dynamic pricing is broadly defined as the buying and selling of goods and services in markets where prices are free to adjust in response to supply and demand conditions at the individual transaction level (Garbarino & Lee, 2003, p. 495). From a business point of view, dynamic pricing is a profitable concept in personalized marketing. For example, a customer may go to a car dealer and do not see the car they would like on the lot. Therefore, a car is ordered with exact specifications and because of the specialty requirements the price of the car increases, making the transaction profitable for the business. Dynamic pricing enables the business to increase the price on an item; strengthen customers’ allegiance, along with enhancing customer satisfaction. Carroll & Coastes (1999) state that economics define price discrimination as the practice of charging multiple prices for the same good where the difference in price is based on a difference in demand rather than cost. There are three degrees of pricing models commonly used in the retail marketplace: * First-degree price discrimination – different prices are charged based on what the buyer is willing to pay * Second-degree price discrimination – offers a variety of pricing options * Third-degree price discrimination – market-segmentation pricing (Garbarino & Lee, p. 498). From a business stand point, first-degree price discrimination is more profitable because it obtains the maximum value of the item. However, from a consumer stand point second-degree price discrimination can offer more value to the customer. It allows customers to choose the pricing option that will work for them, based on their desires and requirements. Online Retailers versus Offline Retailers The materialization of online retailers is compelling retailers to reassess their business practices and the use of technology. Integrating online and offline channels are very much on the minds of retailers, and it is forcing them to understand how to manage relationships across multiple channels. Retailers need to understand who their customers are, understand their behavior, and execute seamlessly across those channels (Beasty, 2006). Online retailing is the fastest growing channel in which consumers purchase products. Integrating online retailing with offline retailing comes with numerous problems. The consumer may see a product in the store for one price and see that same item online at a different price. Retailers compete nationally and locally on prices and products. Someone in Florida may not want to purchase the same products as someone in Washington D. C. or you may have a retailer located in California, but the company’s web site can be accessed by anyone that can utilize the web. According to study by Beasty, (2006), you mainly see this problem when consumer purchasing is based primarily on price. For example, a PlayStation is a PlayStation no matter where you purchase it, but saving $20 makes a big difference to customers. Another example is a few years ago Circuit City gave one price online, another price in their ad, and a different price in the store, all for the same item, without any explanation as to why (para. 6). This leaves the consumer frustrated, confused and a lack of understanding. Francis, (2007) studies states that one size does not fit all in the Internet retailing marketplace. The author categorized Internet retailing as follows: * Offline goods – items such as, books, groceries, and CDs are purchased and the consumer disengage from the web site and wait for their order to be delivered * Offline services – consumer pay for or book services, such as, travel, event tickets, and hotels online than travel to an offline service deliver location * Electronic-goods – the consumer purchase and download their products, such as software, MP3s, and digital books directly from a website; and * Electronic Services – the consumer purchase, co-produce, and consume the core service, such as banking, brokerage, chat/dating services via a web site. Online retailers must recognize the difference variations in online shopping and ensure customers’ requirements are effectively and properly addressed. Traditional methods of advertising include billboards, TV commercials, radio ads and posters. Companies still use the traditional methods of advertising , but they use the Internet to their advantage by incorporating new advertising with traditional advertising. The habits of today’s consumer dictate the method of advertising for a company to stay competitive. The invention of the TV digital video recorders (DVRs) and the consumer fast-forwarding through commercials makes TV advertising less effective in today’s marketplace. To remain relevant and competitive companies have a multitude of different formats of online advertising, such as banner ads, pop-up ads, floating ads, streaming sidebar ads, pull banner ads, and text ads, just to name a few. In addition, many companies ask you to â€Å"like† their link, in which the company’s page is now on your Facebook or Twitter page. This enables Facebook or Twitter to determine your shopping habits, and you can visit a company’s site right from you social media page. Offline stores has responded to the competition of online retailers by sending out a variety of advertisements, such as direct-mail flyers, catalogs, television, via mobile phones, and the Internet. In addition, offline stores have responded by increasing their presence on the web as well as creating appealing experience within the offline store. Today, many offline stores are dominating the online market with their presence. Even though, online shoppers experience a delay in receiving their product, online stores are continuously improving the delivery turnaround time. In addition, most online stores do not charge taxes, include free shipping, and offer free returns or exchanges. However, some online companies may charge a low-price for an item, but compensate by charging higher prices for shipping and handling. Nevertheless, most online stores are growing faster than offline store. The expansion of the Internet has increased the variety of pricing models available, for example: * Per-user model – involves either a flat fee per user or a tiered fee structure based on the level of use * Per-transaction model – a rate structure is developed to account for different automated processes or functions * Percentage-of-revenue model – is like the per-transaction model in that the monthly fee will fluctuate as the level of activity changes; it differs, however, in that the model is tied to the amount of revenue the user generates each month * Fixed-fee model – a lump-sum monthly fee that covers products and services specified in the contract. Fixed-fee pricing models typically appeal to organizations that want costs to be predictable (Turisco, 2000). The online retailer has to determine which pricing model fits their needs and which pricing model will benefit the company financially and satisfy the consumer. In addition, the company must also consider their overhead and their anticipated growth. Globalization Influence and Marketing Trends Even though, globalization has brought benefits between nations, it has also brought universal problems between nations. According to Kearney, (2003), â€Å"September 11 was a gruesome vindication of the argument that global integration had widened the gap between the haves and have-nots†. The author further argues â€Å"that the persistence of al Quada underscores how hard it is for governments to stamp out stateless, decentralized networks that move freely, quickly, and stealthily across national borders to engage in terror†. Marketers need to recognize the pros and cons of globalization, utilize the benefits, and do not become submerse with complex situations that come with globalization. Authors Reddy & Vyas (2004) reviewed 10 pros and cons associated with globalization from a marketing perspective. The pros included: economic growth, rapid technology transfer, more countries becoming democracies, the rapid spread of free enterprise system, unification of culture, living norms, and work ethic, increased communication through the Internet and other media, instant news worldwide, worldwide improvement of health and living conditions, people living longer, and multinational corporations. The cons included: increased unemployment in developed countries, increased trade deficit in developed countries, terrorism, loss of competitiveness in developed nations, poorer nations feel taken advantage of by advanced nations, increased economic gap between the rich and poor nations, some countries feel their norms and religious practices are violated, comparisons with rich nations make poorer nations unhappy, increased pollution through manufacturing and transport worldwide, the spread of Aids, West Nile virus, and various kinds of flu and other diseases. Globalization is regarded with much criticism, however, globalization will continue. There may be some containment of rapidity because of tightening of the borders, demands for intellectual property protection, setting up firewalls for Internet communication, but the movement continues (Reddy & Vyas, 2004, p. 169). Firms and governments that are aware of the positives and negatives involved with globalization will be able to develop a better approach towards globalization. Influence of Online Today’s technology has changed communication and the way marketers get their message out to the consumer. The rapid diffusion of multipurpose smart phones, broadband and wireless Internet connections, and ad-skipping DVRs have eroded the effectiveness of the mass media (Kotler & Keller, 2012, p. 476). Marketers were able to reach consumers via three television channels 80% of the time in the 60s. Today, marketers would have to run the same information on at least 100 channels to get the same results. Marketers are using technology to reach a broader audience, but at the same time consumers are using technology to fight back. Consumers feel they are receiving numerous ads that have no bearing on their lives. Internet users are taking advantage of new software to block spam and pop-up ads (Nunes & Merrihue, 2007) and telemarketers are being stopped by caller ID and the â€Å"Do not call registry† to prevent disruptions at home. Marketers are answering back by applying alternative solutions. Per Nunes & Merrihue (2007), there are four strategies available to companies that want to reach broad groups of people without breaking their marketing budget. * Bottlenecks – places where people cannot help being stopped, such as subway, elevators, airplanes, or bathroom * Trojan horse approach – placing advertisements on frequently encountered materials, such as coffee cups and pay stubs * Get the attention of consumers at play outside their homes – placing advertisements on adult play thing, such as a golf cart * Extends the third strategy – seeks to get people to play along, using interactive technology in public spaces (p. 64). These types of tactics can target a broad range of consumers with various forms of advertisement that cannot be turned off. The Internet has affected retailers approach to advertising and promoting their products or services. It is vital for companies to develop an effective brand to gain competitive advantage in the marketplace. The Internet opens up opportunity for the consumer to provide feedback regarding products and services, which has a significant impact on the retailer, whether the feedback is positive or negative. The Internet also allows the retailer to be more creative based on feedback from the consumer in a number of online communities. The communication channels to the consumer have expanded in number as well as complexity with the global expansion of the Internet and related information technology based products and services. Information technology has dramatically changed how consumers process (or avoid) information delivered by marketing professionals and has eroded the effectiveness of media advertising. The reason for this erosion is due to fragmentation of retail audiences caused by the introduction enhanced media sources such as cable television, blogs, video-on-demand, webcasting, video games, websites, digital video recorders, and multi-functional communication devices (cell phones). The result of these technological and media advancements creates a shift in bargaining power give consumers choices about how, when, and where they consume information (SCH Management Consultants, 2011). The evolution of the Internet has altered the way the consumer and the marketer relate to one another and also how the consumer purchase products and services. The consumer today is more educated, more income at their disposal, and have multiple ways to obtain information; therefore the Internet cannot be disregarded by the retailer. According to SCH Management Consultants, (2011) retailers seeking to expand their brand into the online environment will need to invest in the online experience, as part of a multichannel strategy, to reinforce and complement the in-store experience. For example, if customer service is a key differentiator in a retail store, then the experience should be replicated by providing interactive help, rich media (video) demonstrations, and product comparisons. Consumers will demand the ability to order online and retrieve/return the product at the supplier’s storefront or other distribution points. The retailer that understands the art of engaging with the customer via the Internet has a better chance of appropriately marketing their products to the consumer and establishing a lasting relationship.