Identify, from the point of an entrepreneur, the steps and strategies Essay

Identify, from the point of an entrepreneur, the steps and strategies necessary to satisfy clinical need with a medical device, and deliver successful buisiness - Essay Example Everybody wants to be the first in the market. But this is never easy. The rough road lies ahead since investors have to start mostly from scratch. Lots of researches are needed in preparation for the establishment of a main base. Resources must be in high supply to support the growing demand. Management must participate actively in various affairs of the company especially in the operational processes. Hardships will test the mettle of business pioneers. Only by believing in what their ideas can do will they earn success in the entrepreneur circle. World development is not merely about evolution. Yes, it is a given that mankind yearns for a better life and dreams for a better future. But the events and situations that occur are pictures of selfless efforts made by extraordinary people who made a difference in the lives of many. Although companies and corporations are earning huge money from products and projects launched to answer social and global concerns, still, the main reason business leaders plunge into action is because to answer a tremendous need. Humanitarian causes are blessed with financial gains, possibly, to increase its capability ten folds in addressing future problems. In spite of the progress in the field of medicine, many issues continue to linger unattended. Confusion still surrounds numerous medical concerns. People remain doubtful about health solutions. Advanced studies are made to find treatments. Medical research still tops the priority list of business ventures. In fact, continuous development is becoming another business field. Humanitarian concerns are closely identified with the healthcare issues of the world. CAUSE AND EFFECT War is itself an atrocity. Every battle happens for a reason. But it shouldn't happen in the first place. To neutralize the aggressor is the objective of all wars. But neutralizing also means killing and inflicting damage to the other side. Peace is often abused for it is almost always associated with war. As Sun Tzu always said, peace can only be achieved through war. It is considered an understatement to tell that the wars of the world claimed a billion lives. It is so because those wars sacrificed more than what the records showed. Statistics cannot tell everything but it can be the basis for something else. In business, figures count. Analysts wait and see. Observers assess the situation and act on it. Most of the notable victims of war are the amputees. Many war veterans lost at least a limb during their tour of duty in Vietnam. But because amputation cases are not common, the medical world is unprepared for this kind of situation. The jungle warfare in Vietnam and neighboring countries like Cambodia and Laos only increased the use of landmines and booby traps. The number of amputees continues to rise even after the war as those war materials lie hidden and unrecovered. Years after, the former battlefield is still dangerous. Individuals who lost a limb in either war are not an isolated case. Congenital disorders add up to the list of amputees. Disease-related amputations like those with gas gangrene are also contributing to the growing number of cases. While legless and armless individuals are becoming more visible today, medical research is on the rise in order to address the situation. Although amputees are as normal as a regular guy can be, the situation has a tremendous psychological strain for many of them. They become dependent for a large part of their lives. Loosing a

Research paper on nursing Essay Example | Topics and Well Written Essays - 1500 words

Research paper on nursing - Essay Example Nursing profession contributes in promotion of well being of a person by prevention of illness, helping doctors in treatment procedures, and taking patients care of ill, disabled and dying people. According to International College of Nursing (ICN), nursing also aids in various other aspects of health care setting including promotion of a safe environment, research and development, participation in shaping health policy and in patient and health systems management, and preparation of educational materials. This profession is regarded as the backbone of our healthcare system. As the global environment is changing at fast pace, the types of disorders, and the paths of disease transmission are also varying and therefore, offering more diverse challenges. The nurses ensure promising future to all the people who are victims of bad health. Cohesive efforts and collaborative knowledge of nurse and physician brings clinical success in terms of patient’s positive outcome. The nursing profession has undergone many transformations over human history with different stages of development. Nursing in ancient times was restricted to mother caring for their off springs and relatives. It was believed that sickness and disorders arise due to evil spirits and only magical treatments were given. Nursing activities were taken care of by females in the early Christian era in the Churches and homes without formal education. Over the time these nurses learnt the skills with the use of herbal medicines and drugs. Some nurses even got treatment like physicians. However, this was followed by dark period of nursing where illiterate and ignorant women were delivering crude and unsatisfactory nursing services to sick and needy people. In this period, St. Vincent de Paul, religious leader motivated ladies for nurse training without actual clinical education. Then the developmental era in nursing began from 1846 with Florence

General Characteristics Of Construction Project Manager Construction Essay

General Characteristics Of Construction Project Manager Construction Essay This report comprehensively discusses about involvement of a Construction Project Manager; describing how to manage a proposed housing Development Complex project through proper construction management techniques. This proposed high rise building complex comprised with twenty storied; luxury housing apartments and six basements to accommodate as car parking area, Multipurpose room, Swimming Pool, Supermarket and required utility services such as storage water tank from main supply, water distribution system and Sewerage System. This Housing Development project will be constructed at Colombo-07 adjoining Park Road. Project investor is a wealthy Sri-Lankan Businessman. Presently, I am appointed in this project as a Construction Project Manger. Clients has emphasized me his objectives, to obtain a maximum turnover of the project, implementing Proper Construction Management System. My responsibility is doing so; to archive the project goals in terms of time, Quality, Cost, Safety and Environmental Sustainability as I have conveyed all the way through this report. I have identified significant project management key measures, to use through overall project, such as construction planning and choice of construction technology and Construction methods influence the selected planning, as well as programming and control methods, schedules and progress control using relative software packages available, and also identified key risk elements in this construction project. MAIN BODY Definition about construction project manager The construction project manager is a responsible person to handle overall construction of projects from start to finish. And his duty will be act as the representative of the employer as well as additional consultation to the overall project for the successful initiation, planning, execution and closure of a project. General characteristics of Construction Project Manager Construction project managers engage with particular management activities for mange construction projects in proper way, hence they have the specialize knowledge for project planning, directing, coordinating and budgeting process. As examples for construction project; Commercial building, Industrial building, Roads bridges, Water treatment plants, Schools hospitals, also particular civil engineering works etc. Further common features can be described as; Supervise and coordinate entire project activities or some part of the project until end of the project. Programming; Scheduling and coordinate all design and construction process. When required specialize trade contractors, select and hire them according to the requirements of the project. Project designs, specifications, contact documents and agreement, Construction Project Manger should supervise them very clearly. Always keep well coordination with project owner, architect, engineers, and with other stakeholders directly who are involved in project. Educational Background Generally they are degree holders or relevant reputed qualifications in field of civil engineering, construction management or construction science, also with adequate experience, some of them are appointed obtaining from supervisor level with particular experiences and they have improved their knowledge studying some specific associates degree program such as, project control and development, site planning, design, construction methods/ construction materials, value analysis etc. Most of universities offer master degree programs for upgrade their knowledge as well. As other qualifications, ability of flexible and clear decision for mange and resolve problems, also good understand about engineering drawings and very familiar to operate computer softwares, as well as talent, good communication skill, leadership skill, good relationship with relevant parties, Construction Project Manager Responsibilities: Significant responsibilities and duties are; Observe construction land and study feasibility studies to get understand what type of land required for the project. Prepare master program to the overall project and agree with the employer. Execute a key role in project planning, budgeting, and identification of resources required. Form the teams, developing the objectives, goals of each and allocate individual responsibilities. Managing budget, team expenses and minimizing exposure and risk in the project Manage/ monitor the construction activities progress according to schedule. Keep well communicate with the contractors and Co-ordinate with all parties which involved in the project Financial advice to the employer and cost control. Monitor strictly budgetary guidelines, quality and safety standards. Periodic inspection of construction sites. Manage the progress meeting and kick off meeting as required Obtaining all necessary permits and licenses Preparations for handover process in respect of agreed master program. There are some specific qualitative attributes in project management roles such as capability to plan and organize a team effort, well client management and kindness building ability, ability to motivate, guide and increase morale of the teams, successful time management and logical decision-making skill, ability to handle work force, physical and mental fitness, physically powerful focus on quality. Specific Duties of a Construction Manager As specific duties, CPMs handle multitude tasks, determining and review that what are the necessary to give prior for finish at the beginning. In a large scale project, generally divide several activities segments such as site preparation, including clearing and excavation of the land, installing sewage systems, and landscaping and road construction; building construction, including laying foundations and erecting the structural framework, floors, walls, and roofs; and building systems, including protecting against fire and installing electrical, plumbing, air-conditioning, and heating systems. Construction managers may be in charge of one or several of these activities. Construction managers must also inspect and review the construction project on a periodic basis to ensure compliance with safety code and building code regulations. What is a Construction Project? A Construction project is a temporary endeavor to create an inimitable product or service. Construction Projects generally include constraints and risks concerning cost, schedule or performance outcome. Every project has a start and an end. The end of a project is defined by the successful complete of the product or service. There are specific traits that all projects have in common. The most distinguishing feature is a specific time frame. Projects must have a clear, definitive objective and activities tasks. Those are planning, organizing, Control and closure tasks and the resources and execution that is the focus of project management. Key Characteristics of Projects: Unique solution. Project boundaries. One-time effort, usually requiring specified resources. Specified start and end dates. Understand of reached the end of the project. What is the Construction Project Management Process? According to the PM4DEV Project Management for Development Organizations, noted in it, Project management is a process of leading a team of capable people in planning and implementing a series of related activities that need to be accomplished on a specific date with a limited budget. Because of its nature, coordinating all these activities requires a process approach. This management process specially consists of some specific functions such as, Project initiation, Planning, organizing, controlling and managing resources to complete a construction project successfully within on time, cost and quality. The construction project management process need the direct individual, the project manager, to oversee the construction schedule, the allocation of personnel and equipment and the projects budget. General functions of construction project management usually include the following Project objectives and plans; (including definition of scope, scheduling, budgeting, setting performance requirements) Maximizing resource efficiency through procurement of labor, materials and equipment. Implementing various operations through proper coordination and control of planning, design, estimating, contracting and construction in the entire process. Developing effective communications and mechanisms for resolving conflicts The Project manger is the overall responsible person to direct the construction project management process. Also Project manager is the specific professional in the field of project management. Hence project manager has the ultimate responsibility such as, planning, execution and successful completion of the project. A significant component of the construction project management process is maintenance the project on schedule and within the estimated budget as well, to achieve these goals, Further concerning Project management process can be described as follows; Project management is the art of directing and coordinating human and material resources throughout the life of a project by using modern management techniques to achieve predetermined objectives of scope, cost, time, and quality and participation satisfaction. (Refer to Figure 2-1) Figure 2-1:Â   Basic Ingredients in Project Management Specific Benefits of Construction Project Management Process There are few specific benefits of Construction Project Management process, these benefits are very essential for the project success. Preferable efficiency in delivering services Improved/increased/enhanced customer satisfaction Enhanced effectiveness in delivering services Improved growth and development within your team Greater standing and competitive edge Opportunities to expand your services Better Flexibility Increased risk assessment Increase in Quality Increase in Quantity When execute the essential project management strategies, Construction Project Manager Intention will focus to reach the desired goals within specific time and cost, Quality. The Top 10 Benefits of Project Management Essential Factors of Project Management Process Generally Construction projects have specific factors for contribute of project success or project fail. Each factors directly effect with other factors in order for a project to be successful. Those are as follows; Project Team and Team Motivation Project Manager Project Planning Avoiding Scope Creep: Risk Management: Project Closure: Read more: Factors for Project Success | eHow.com http://www.ehow.com/list_7495173_factors-project-success.html#ixzz26WXLGm8N Eight Key Factors to Ensuring Project Success Author: Duncan Haughey, Version 1.0, project smart.com .UK http://www.pmhut.com/project-management-role-and-responsibilities Project Management Roles and Responsibilities Particularly strong project management skills are very essential to deliver the project successful of project goal. Hence project management process has combined a set of skills and techniques committed under following tasks. Integrate planning and conduct modify control Define and manage the scope of the project Prepare a budget and manage costs Prepare and track schedules Ensure that the right resources are allocated to the project Manage contracts and vendors and procure project resources Facilitate team and external communications Facilitate the risk management process Also document and monitor the teams quality management process makes the final decision on the issue by transitioning into the role of decision leader to enable the project to continue. Hence above roles and responsibilities should be covered within the project management process as well. Project Management Process According to the PM4DEV, Project Management for Development Organizations, as noted in it, There are nine significant management processes under Construction Project Management to be implemented within role of the project manager. The nine project management processes are: Scope Management Schedule Management Budget Management Quality Management Team Management Stakeholder Management Information Management Risk management Contract Management Above management process have divided into two groups: Enabling processes Facilitating processes This management process phases are interrelated with entire project life cycle. Below given graphic chat will shows management process interrelationship with project lifecycle. Enabling Process Project Life Cycle Facilitating processes Figure 4.1 Project Management Processes and Phases Enabling Processes In the construction management process enabling process include with project scope, schedule, budget and quality. Hence these are should enable to direct some specific objectives of the project and for project success within on time, cost, quality. Scope Management In Construction project management process; Scope management is very critical for project success. Also project scope is the way to illustrate the boundaries of the project. Hence project manager should awareness concerning the scope of the project. Therefore project manager be able to co-ordinate with designers to get update and control the project scope and also acknowledge of project team, as well as the contractors about scope of the work accordingly and should monitor and control work executions too. Further about scope management by below given graphic chart will explain briefly; Schedule Management Schedule management is the development of a project schedule that includes all project activities, hence project manager has to stick on starting and completion dates of each trade packages as programmed, and management team also has to monitor progress of construction and forecast the completion date accordingly. If completion date is not matching the master program, control process is required. As example; assumed some work element unable to complete as programmed due to less progressing or late in starting. If so, it will affect to other work sections too and will delay accordingly. Therefore project manager should advice to allocate additional resources to accelerate the delayed work section to complete it as pre programmed. Budget Management Budget management process is required to ensure the project is completed within the estimated budget. Hence this is the vital responsibility of the Construction Project Manager to handle and complete the project within allocated budget of the project. As well as monitor and control the cost of project at both pre post contract stages are also important part of this management process. Cost Controlling Cost controlling system is critical process of the cost management process, to run the project without commercial backlog. (Refer to Chat 1.02) Chart 1.02 Cost controlling and cost management system Pre contract cost management Generally preliminary budget estimate is prepared based on the clients intended budget and also concerning separate trade packages. As well as Cost plan (elemental analysis), Cost check, Tender reconciliation process also important activities for the cost controlling under pre contract stage. Post contract cost management BCIS slandered form is followed (Elemental Standard Form of Cost Analysis Principles, Instructions, Elements and Definitions 4th Edition) to prepare elementary cost analysis method and gaudiness. Further detail herein for cost control, using S- curve methods; (Refer to Chart 1.03) Chart 1.03 Cost control S-Curve (Programmed) Referring to the above diagram; it shows expenditure and income occurred. This is being monitored regularly, to avoid the cost overrun. . Quality Management Quality management is the process to ensure that the project will satisfy the needs of the beneficiaries. Hence project manager has to monitor and control the quality of work and devlpolp the quality paln. also he has to allocate experienced project coordinator to advice force the contractor to maintain the quality of work. Each work element should be approved by a qualified quality controller or an Engineer prior to handover. Also he has to check the quality of materials and should be strict to the contractor to use standard materials for construction as specified in drawings and specification to maintain the quality of work. Hence all materials should be approved by a quality controlling team prior to use for construction. Some of the most important quality tools are; Plan-Do-Check-Act Cycle, Fishbone Diagram, Pareto Chart, Scatter Diagram, Decision Matrix, Flowchart, Stratification, Control Chart, Histogram, Brainstorming, Tree Diagram etc. http://theconstructor.org/constrution/project-quality-management-in-construction/292/ Facilitating processes This process includes with some specific function such as, Team, stakeholder, information, risk, and contract management, these are facilitating for assist and make possible for the project to achieve its objectives. Team Management Team management is a techniques, processes and tools for organizing and coordinating a group of individuals working towards a common goal, there are few critical factors for success of the team management process, identify the roles responsibilities, reporting relationships and getting the people that will be allocate to the project, develop the team. As well as team evaluation is very important part to identify the staff performance and their skill level and required improvement. Stakeholder Management Stakeholder management include stakeholder identify, analysis, planning and communication. Project stakeholders are very important people for the project success, hence project manager has to mange them in proper way, because of all of them interest to the project success. As example donors, beneficiaries, local government organizations, partners or organizations are the stakeholders of construction project. As well as managing them keeping good relationship between stakeholders and project. Information Management Risk Management Identification of possible risks in advance is important and major responsibility of the Construction manager. The project management team will be able to take necessary actions to avoid or minimize the risks by identifying them early. Safety of work, Economic matters, Weather conditions, political matters etc also includes in risk management. Hence it is important to take insurances for the construction, material on site, employees; third party etc. Contract Management Safety of Work Safety of work is very important at the site to avoid delays in construction. Hence all employees should educate about safety matters and should provide safety equipments, safety wears etc to employees. Required safety instructions should be display on public notice boards. Fire fighting equipments such as fire extinguishers, water, sand, hose real etc should install at site and well trained fire preventing team also should be there. First AID boxes, clinics, Ambulance etc also should available at the site. Problem Solving Identify problems arise from trade contractors is essential to take necessary actions as required to avoid unnecessary delays. As example; Suspended ceiling contractor has to coordinate with MEP contractors to identify his requirements such as voids at ceiling to fix diffusers at the ceiling. Also design problems, practical problems should solve immediately as soon as those arise by using communicating, coordinating and negotiating techniques with related parties Closing and Handover the Project Final inspection should carry out by the Construction Project Manager after completion of constructions of the project. He must re-check all approval for quality of work, testing and commissioning reports, scope verification etc. Then the project is ready to hand over to the client. All related claims, cost proposals and Final payment application etc should be finalized on time.

Proctor versus Dimmesdale in Millers The Crucible :: Essay on The Crucible

Proctor vs Dimmesdale In Arthur Miller’s The Crucible, and Nathaniel Hawthorne’s The Scarlet Letter, the characters John Proctor and Arthur Dimmesdale are victims of the puritan ethics of Moderation and Unvarying Faith. These ethics are reflected in the way that they are forced to act like everyone else, resulting in a feeling of being trapped, as well as internal and physical torture, which led to their eventual demise. Hawthorne’s character Arthur Dimmesdale is the epitome of what a puritan should be. He is a minister—a man of God— yet despite his position, this perfect man has one dark secret: he is an adulterer and the father of an illegitimate child. This one sin is more than he can bear, for although he has many times repented, he feels he is not entirely forgiven. His sin is such that if it were to be found, his reputation would be torn apart. After many years of hiding his secret and being burdened by it he can no longer hold it inside. This is the reason he goes to the scaffold one night: in hopes to alleviate his guilt by â€Å"publicly† showing that he has committed a crime. His remorse is so deep and constant, that it has actually changed him. At nights he whips himself, hoping to gain salvation again, but in his mind he gains nothing. â€Å"Crime is for the iron-nerved, who have their choice their choice either to endure it, or, if it press too hard, to exert their fierce and savage strength for a good purpose, and fling it off at once! This feeble and most sensitive of spirits could do neither, yet continually did one thing or another which intertwined, in the same inextricable knot, the agony of heaven-defying guilt and vain repentance.† (Hawthorne, 134.) And although it seems his remorse cannot go deeper than it already is, Dimmesdale begins to realize how his parishioners must see him. He is supposed to be an honest man, but in hiding his sin, he begins to see himself as a hypocrite. â€Å"What can a ruined soul, like mine, effect towards the redemption of other souls?—or a polluted soul towards their purification? And as for the peoples reverence, would that it were turned to scorn and hatred!† (Hawthorne, 172.) Clearly Dimmesdale is worried about the reaction of the congregation if they were to discover his sin. This is a perfect example of Moderation, everyone has to act holy, without sins and mistakes, otherwise be condemned to the scaffold and public humiliation†¦or worse.

International Marketing Essay

1. Introduction 1. History Lever Brothers was founded in 1885 by William Hesketh Lever. The company initially started its operations by manufacturing soap. In 1917, the company began to diversify into foods, acquiring fish, ice cream and canned foods businesses in order to apply synergies caused by commonalities in the raw materials required to produce and distribute these products. In 1930, the Dutch company Margarine Unie merged with a British company, Lever Brothers, to form the multinational Unilever. Unilever has two parent companies: Both companies have the same directors and effectively operate as a single business. 2. Marketing Management Philosophy Marketing management process undertakes the stages of strategy formulation, implementation and control. Therefore, it is imperative to first identify the adopted marketing management philosophy by the organization. Organisational purpose of Unilever clearly states that organisation’s focal attention is centered towards anticipation and satisfaction of customer needs and wants. Kotler (2000) mentions that marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating, delivering and communicating customer value to its chosen target markets. Deep insight into organizational purpose reveals that goals and objectives of Unilever depend on determining the needs and wants of target markets and to satisfy the customers efficiently than competitors. The company also considers its role as socially responsible entity by ethical business practices and ongoing welfare projects in many of the South Asian markets. Such adopted marketing management philosophy as a central element of corporate purpose will definitely influence the international/Global strategy of Unilever. Hence, it can be concluded that whole of the business philosophy of Unilever is embedded into marketing oriented organization with the purpose to keep in consideration the expectations of all stake holder groups. 2. Organisational structure of Unilever Organisational structure of Unilever follows a de-centralized setup, where corporate level strategies are formed by board members and executive committee. Unilever operates in two separate global divisions for food and home & personal care business. Table 1: Regional groups Source: http://www.uniliver.com The directors of these global divisions are company’s executive committee. Business level strategies and formulated by Presidents of each of the separate regional groups made for food and health & personal care business. These business presidents are responsible for delivering business results in their respective regions and reports to Directors of Food and Home & Personal care division. At functional level, host country managers are responsible to implement strategies and to make functional level strategies in accordance with the changes in sub-localities. The core building block in Unilever is the local operating company. These companies are organized into eleven regional groups. At regional levels, Unilever has deployed host country managers. 3. Global or international strategy of Unilever At present, it is difficult to suggest any of the orientation stage for Unilever. When it comes to global marketing, market segmentation decisions are no longer focused on national borders. Cateora and Graham (2000) explain that at global marketing stage, companies treat the world including their home market, as one market. Market segmentation decisions are no longer focused on national borders. However, critical review of Unilever’s operations state that the marketing strategies of the company are both internationally and globally oriented. While, developing market segments, Unilever takes into accounts the incomes levels, usage patterns and other factors that span countries and regions. The global brands of Unilever in Food and Personal care business are examples of it. However, the company also laid a minute focus on various regional markets by developing distinct regional market segments in light of the tastes, preferences, income and other factors of these markets. The broad category of local brands is an example of it. Therefore, in order to determine elements of Global/International marketing strategy of Unilever, it is imperative to analyze the stages of international marketing involvement and strategic orientation of the company. The deep insight into these dimensions reveals the stature of organization as international or global company. 1. Stages of marketing involvement Initially, the focus of the company was limited to few product categories, targeted segments and market. However, with the passage of time, the company was gone through the transition process from one stage to another. The learning curve and experience of Unilever along with analysis of market potential and company capabilities enable the organization to extend its product portfolio and to step into different markets. By keeping in view the involvement factors of company towards strategic marketing orientation, it is difficult to suggest any one stage of orientation. Unilever is truly international in a sense that it sells diversified range of products around world which comes up from planned production. However, the concept of global marketing states that market segmentation decisions are no longer focused on national borders. In practice, critical review of Unilever’s operations reveal that the marketing strategies of company are both internationally and globally oriented. Development of market segments at Unilever takes into account the taste and consumption preferences and other segment variables that span countries and regions. The global brands of Unilever in food and personal care business highlight this approach. At the same time, Unilever focuses on regional and country markets by developing distinct regional market segments by considering tastes, preferences, income and other natures of these regional markets. The broad category of local brands made to tailor the regional market needs exhibit this approach. Hence, it can be concluded that Unilever is catering to the needs and wants of mass market segments around the world by making a blend of international and global orientation. 2. Strategic orientation 1. Strategic Brand Management International strategy of Unilever is focused to build its business by creating, developing and delivering value brands. Unilever has a diversified product category and each product line has much depth and width in it. Evaluation of Unilever’s marketing strategies reveals that the organization is more centered towards buildings and positioning brands, Branding is known to be the spinal cord function at Unilever which basically stick together all functions of marketing like marketing research, product development, pricing, advertising etc. Thus, Marketing functions and activities at Unilever are combined together to focus the process of branding. As first step, marketing research function facilitates the brand managers and business level managers with the comprehensive profiles of various regional markets around the world. Then, strong brands are developed as a solution to customer needs. Unilever has core focus towards effective brand management in order to develop both global and local brands. As a part of future growth strategy of company, Unilever implied law of contraction to refine and retune its diversified brand categories by focusing only on potential brands. Consequently, organization resources will be allocated on the brands, which have growth potential and growth levels and will be pursued to enhance profitability. Jean and Kapferer (2000) states that the brand is a focal point for all the positive and negative impressions created by the buyer over time as they comes into contact with brand’s product, distribution channel, personnel and communication. Accordingly, brand managers and research experts at Unilever classify the customer groups in term of their demographic, geographic, economic and personal profiles. Along with, they identify the changing consumer preferences in terms of their needs, wants, satisfaction, tastes and expectations. All these considerations are then tailored to manipulate the marketing mix elements to develop a successful and value delivering brand. One of the prominent examples of Unilever brands which shows the company’s insight into consumer health requirements is Annapurna Salt. Continuous marketing research function and collaboration with health organisations let Unilever to identify that majority of people living in Africa and south Asian region inherently have deficiency of iodine component in their bodies. As a result, Unilever introduced iodised salt for the consumer segments in this market with the brand name, Annapurna. The particular example shows that understanding of consumer needs enables Unilever to build in health benefit into their product. 2. Social Responsibility This dimension of international marketing strategy clearly defines the characteristics of organizational cultural paradigm and purpose of the company to position itself in minds of customers. Kotler (2000) defines that societal marketing concept holds tha the organisation’s task in to determine the needs, wants and interests of target marketes and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhance the conusmer’s and the society’s well-being. In realistic and factual terms, in today’s business environment, social responsibility is a good marketing strategy to effectively position the corporate and brand names in targeted markets. Companies have international and global orientation operates in variety of international regional markets. Although, the principle of marketing always remain the same regardless of the market environments, however, at the corporate level, the strategists also take into consideration the role and overall contribution of company with in each market and region. Contemporary marketing philosophies do consider the role of an organization as socially responsible entity by ethical business practices. The degree to which an organization will be socially responsible to its macro market environments is determined at the stage of formulation of corporate level strategy. Incase, of a multinational company like Unilever, international marketing strategies take into account the role of company in various environments. Organization does incur some costs to emerge as socially responsible organization and do seek some benefits out of it in form of consumer’s affiliation and overall perception of organization in their minds. Unilever claims: As a multi-local multinational we aim to play our part in addressing global environmental and social concerns through local actions and in partnership with local governments and organisations. Now it is quite obvious that at broader scale the international marketing philosophy of Unilever is to stand as socially responsible organization. However, the action-oriented approach towards implication of social responsibilities entirely depends upon individual nature of market and environmental conditions. As a decentralized approach of strategy, the corporate level management at local operating companies defines the paradigm of social responsibility in regional and country markets and business level managers pursue the objectives by developing and implementing action-oriented strategies. Unilever Pakistan is the largest consumer goods company in Pakistan. In Pakistan, it is registered as a separate local operating company. In order to pursue international marketing strategy contents in relevance to social responsibility, Unilever Pakistan, in context to the local market environment analyzed and assessed nature of market environmental. The through analyses of environmental and natural resources reveal that the country faces shortage of water resources which are crucial to be used as household, agricultural and industrial requirements. In result, Business level managers worked out to enhance the performance and efficiency of its production and manufacturing processes by cutting shirt the overall requirement of water resources to be used in processes. With in five year time, Unilever reduced its total water consumption by 40% and proved its role as a socially responsible organization in the sector. 3. Identification of Major Competitor: Jobber (2004) defines that the most important part of conducting competitor’s analysis is identification of competitors, following product form, product substitution, generic strategies and competition arena. In FMCG sectors, there are some names which have made significant progress in the industry. Namely, few of them are Nestle, Proctor & Gamble, Johnson & Johnson, Kimberly-Clark and Unilever. The examination of Unilever’s business segments and product categories reveal that Nestle and Proctor & Gamble are chief competitors of Unilever in international market. Precisely, Nestle is the chief competitor to Unilever due to parallel level of competition among these two companies in respect to homogeneity among their international marketing strategy. The emphasis of both of the companies towards building global and local brands simultaneously, shows that the adopted business slogan is â€Å"Think Global-Act local†. As a result Nestle and Unilever stand shoulder to shoulder in many of the regional markets with diversified line of their local product brands. Annual turnover of Unilever for the year 2003 shows that its Food division contributed 57% share to total sales turnover and 43% share is contributed by Home & Personal Care division. The percentages clearly exhibit that Unilever has comparative strength in its food division over home & personal care division. In light of the analysis, it can be concluded that Nestle is the chief competitor of Unilever in the business segments of Food as Nestle is recognized as world largest manufacture of food related items. On the other hand, Proctor & Gamble is Unilever’s leading competitors in business segments of Home & Personal care as P&G has relative strength in this sector. In food sector, Nestle is far ahead then Unilever due to width and depth of its product lines. In comparison to Unilever, The product categories of Nestle includes; Baby food, dairy products, Break fast cereals, Ice cream, Chocolate & confectionary, prepared food, Beverages, Bottled water and Pet care nutrition. In Home and Personal care, P&G enjoys leadership position in Beauty and Fabric care as the company attains strong global brands in these categories like Ariel and Pantene. 2. Percentage Contribution of geographical markets to total organizational Turnover Annual Sales figures of Nestle, for the year 2003 shows that European and American markets are its major business markets, as both of the markets contributes 32% and 31% respectively to total organizational turnover. Similarly, in case of P&G, North American and Western Europe are the chief markets with 50% and 24% share to turnover respectively. For Unilever, major business markets are Europe and North America which percentage share of 43% and 23% respectively to total sales turnover. The figures clearly state that all of the organizations have a cut-throat competition in North American and European markets and each of the organization has relative strengths in these markets. However, the Asian Pacific markets which have a huge business potential due to huge house hold size and populated economies, there still exists significant margin of improvement. For P&G, Northeast Asian market contributes 21% share to total turnover for year 2004. For Nestle, Asian and African markets contribute to 16% of annual turnover. And in case of Unilever, Asia and Pacific contributes 17% to total organizational turnover. 4. Nature of markets and methods of entry 1. Nature of Markets The business operations of Unilever are expanded over almost 110 countries world wide. Each of the regional and country market has different nature in terms of economies of scale, market segmentation, level of competition, political and social factors. In order to have a deep in-sight to explore and identify the marketing strategies of Unilever in relation to market nature, we will give you a highlight of company’s operations in Asian region with particular emphasis on Pakistani and Chinese market. 1. Nature of market in Pakistani 1. Economic & Demographic Profiles Pakistani market constitutes total population of almost 150 million people. In Pakistan, the affluent and rich class is no more than 6% of the total population. Almost 32% of population is living a life under poverty line. The major segment of the society belongs to middle class consumers which are actually target market for FMCG Company like Unilever. The product portfolio of Unilever constitutes almost 135 brands for Pakistani market. Majority of these brands are part of consumer basket index in South Asian society. Prominent examples are the items like cooking oil, laundry detergent and tea, as these product categories are used with in every Asian household. 2. Level of Competition FMCG companies like Unilever owns a diversified range of products which are different in their nature and most of the product categories are not even interrelated such as laundry detergent and tea. These differential products in a way are recognizable as different strategic business units. Unilever markets almost 135 brands in Pakistan and have not to confront too many players in FMCG industry. The structure of industry in Pakistani market has been shaped in form of Oligopoly, as there are only few leading players as Nestle and Proctor and Gamble. However, each product category defines different level of competition when it comes to analyze the potential of different competing brands both in global and local context. For example, while comparing to huge industry giant like Uniliver, P&G offers limited range of product categories in Pakistani market. On the other sinde, leading detergent brand, Ariel, owned by P&G gives tough time to brands which are included in Unilever’s product category of laundry detergents. Similarly, there are some local companies who manufacture and market a single brand. Tapal is one of the leading tea brands in Pakistani market which stand in cut throat competition against Unilever’s global brands, Lipton and Supreme. The third important factor which determins level of competition for Unilever in Pakistani is the huge market of unbranded products. The unbranded products are low priced and inferior in quality and they are marketed in within regional boundaries. In order to combat these unbranded products, Unilever extended its distribution network to remote areas to capture market share. 3. Blend of Local & Global Brands Unilever clearly understand the cultural and social differences in Pakistani society which have a significant impact over people’s preferences, tastes and life style. By following the nature of market with heavy regional segregation, Unilever decided to offer both Global brands and developing local brands in the market. Lipton is the leading brand of Unilever in the product category of tea. It is marketed in over 100 countries and it shows the global presence of the brand. However, Unilever Pakistan owns several regional brands in product category of tea which are low priced. These tea brands like; Tazza, A1 and Top star are distributed and circulated in regional markets. Similarly, the advertising and media focuses regional languages to promote these brands. 2. Nature of target market in China China cosmetic market has been expanding rapidly over the past 20 years. In 1982, the total sale was only about RMB200 million. By 2001, this figure went up to about RMB40 billion, a growth of 200 times from 1982. China’s annual sale of cosmetics are forecasted to reach RMB60 billion by 2006 and RMB80 billion by 2010. Despite significant growth over the last two decades, there are still have a number of opportunities in Chinese cosmetic market and the country is expected to remain a dynamic market. This is based on some factors: firstly, with a population of billion and 480 million urban residents, China has the largest number of potential cosmetic customers in the world. Secondly, as a result of China’s 7-8% high rate of economic growth, living conditions will continue to improve, which enable an increasing number of people to join the cosmetic consumption force. Finally, China has opened its market according to WTO rules will further stimulate its cosmetic market with more international and domestic players. 2. Method of Market Entry 1. Market Entry Methods in Pakistani Environment As far as market entry mechanism is concerned, Unilever follows two approaches. First, Unilever sets up a local operating company in a country of choice by following the business regulations & company act status in host country. The second approach of market entry followed by Unilever is acquisition. In some of the market settings, Unilever prefers to acquire a prominent brand in spite of establishing totally new setup of production and distribution. Such approach of diversification and market entry strengthen its grip in local markets around the world. By having an investment to acquire a local brand will enable the company to use the pre-running production facilities and marketing networks & distribution channel. This mode of entrance into a market doesn’t swallow precious time resources to build brand awareness. 1. FDI FMCG sector primarily requires a blend of capital intensive and labour intensive resources. Therefore, it was a best option for Unilever to establish its manufacturing and production facilities in local area to reach economies of scale by using cheap skilled and un-skilled labour. For example, in Pakistan, Unilever is operating as locally registered company and it fulfills all the legal requirements of Company Act 1981 and regulations of security and exchange commission. Moreover, Unilever is a public listed company and follows the legal requirements of Securities and Exchange Commission of Pakistan. The Chief Executive of Unilever Pakistan Ltd. reports to Unilever’s top management, based in team leader country of the regional group. Under such form of market entry, Unilever has to made foreign direct investment in selected country markets. By foreign direct investment, Unilever establishes manufacturing & production facilities along with development of integrated marketing and distribution channels. Unilever established a local operating company in Pakistan with the name, Unilever Pakistan Private Limited. 2. Acquisition The strategy of Unilever in regional country markets like Pakistan is to dominate the market by acquiring the leading local brands offered by other manufacturers. Hence, the benefits result into diversification and enhanced market share. The leading example in this regard is of Polka, which was leading ice cream brand in Pakistan. Unilever launched it global ice cream brand Walls in Pakistan in year 1998-99. Initially, Walls faced severe competition from Polka, as the national brand attained a strong image and equity in the market. As a result, Unilever Pakistan, decided to extend the brand lines by acquiring Polka. The acquisition of Polka enables Unilever to use production and distribution facilities to promote Walls. The targeted markets of Unilever are divided into Regional & sub-regional markets. In each of the country, there exists a local operating company. All these local operating companies are organized into eleven regional groups. 2. Methods of Market Entry in China When the Unilever firstly entered the Chinese market, they usually chosen a Chinese company to cooperate or conduct joint venture, because they were not familiar with Chinese market and did not has distribution and sale channel. However, when they had developed their sale force and built sale channel, Unilever has bought the share from the Chinese company and built new plants in other cities, which is direct investment. 5. Extent of standardization or adaptation of marketing strategy Unilever claims to be the one of the biggest consumer goods manufacturing company in the world. It claims that everyday, almost 150 million people in over 150 countries choose our products. So for a multi national company of that stature, an emerging question for marketing directors will definitely be to examine standardization or adaptation approach in order to develop international/global marketing strategies. An expert’s opinion in this regard is that, â€Å"Forward looking, proactive firms have the ability and willingness to accomplish tasks, standardization and localization. Global markets continue to homogenize and diversify simultaneously. The in-depth study of the product categories and length, depth, and width of product lines reveals that the management of Unilever has a dual focus on homogeneity of needs of consumer around world and towards global customization. In addition, some of the marketing analysts state that a successful company should focus on both of the aspects such as standardization and adaptation at the time of deciding target market segments, the measures of determining these segments and targeting strategy. Unilever states: â€Å"Our deep roots in local cultures and markets around the world are our unparalleled inheritance and the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers- a truly multi local multinational† The argument can be justified by Unilever’s motto: â€Å"A Multi-local Multinational†. In-light of the above created discussion, we conclude that Unilever is conscious of the features of global and international markets. For instance, the product category of Unilever constitutes the global as well as local brands, which implies that Unilever manipulates the marketing mix elements by having a favourable blend of both standardization and adaptation. 1. Product When the Unilever wanted to enter the Chinese market, they use product adaptation strategy, which means, â€Å"adapting a product to meet local conditions or wants in foreign markets (Kotler, Armstrong, Saunders, Wong 2001, p.175)†. They did not just bring the products sold in UK to launch in Chinese market, but has done a number of researches about Chinese women’ skin and found that Chinese people’ skin is quite different from European’s. Therefore, they have changed the formula of the pond’s products, which can be perfectly suitable for Chinese women. As can be seen, Unilever has adopted adaptation strategy, which is highly cost, but has increased the market share. 2. Branding and promotion Unilever has implemented plans to make greater use of its corporate brand in support of its companies and products around the world. By 2005 subsidiary companies will adopt the name. Also, over the coming years the Unilever name will appear on all product packaging. Consumers and stakeholders will find it easier to see who Unilever is and what it does. Its goal is to strengthen Unilever’s business and reputation, so that both Unilever and its brands are better understood and trusted throughout the world. The trend shows the enhanced recognition of branding as supreme function of marketing. Al Ries and Laura Ries (1998) explain that marketing is building a brand in the mind of the prospect. If you can build a powerful brand, you will have a powerful marketing program. Although, Unilever announced corporate brand, they still use the adaptation strategy in some of the products. For example, the Unilever has changed their brand name from English form into Chinese manner, which is easier for Chinese young women to identify and remember. In addition, food division of Unilever claims Knorr as one of its supreme global brand with almost 2.3 billion euro annual sales in over 100 countries. The product range of knorr includes soups, sauces, noodles and complete meals. Similarly, in personal care market, Unilever owns prominent brands as Axe, Dove, Lux, Ponds, Rexona and Sunsilk. However, in frozen food category, Unilever has supreme local brands. i.e. Findus (for Italian market), Bird’s eye for UK and Iglo for other European countries. Moreover, in category of margarine & spreads, Becel is a prominent brand for Dutch market. Flora is the brand in UK and Take control is in American market. In olive oil category, the most important brand, Bertolli is appealing to consumer taste for Mediterranean food. Unilever clearly at the same time recognizes the homogeneity of consumers by developing global brands and also make itself adaptive to the cultural, political and social environment of different regional markets by developing local brands and keeping in view the distinct needs of the consumers. Unilever normally design different advertisement for different countries. For example, when Unilever shoot an advertising film in Asian marketing, it is keen to adopt Asian actresses. 3. Pricing Terpstra and Sarathy (2000) state that incomes, culture, and consumers’ preferences differ from country to country, thus, for the same price in different countries, the demand will be different. Therefore, Unilever has institute dissimilar prices according to the nature of markets in different countries. For example, the level of income in china is relatively low. Therefore, the price of pond’s products in china is lower than Europe. Another reason for low price strategy is that Unilever produce Pond’s in china. The cost is low. However, if Unilever just export its products from one country to another country, the cost will be high considering the tariff, insurance and transport fees need to be added into the cost. Therefore, Unilever would adopt the standardization within the operation to balance the difference. 4. Distribution It is not easy to build distribution channels in foreign countries. When Unilever enters in a new marketplace, it is more likely to find some partners. For example, Unilever has cooperated with several big Chinese companies. Therefore, it can use the existing sales distribution network. However, Unilever not just satisfy to employ this network. It has work with big supermarket in china, which can deliver and sell mass products in china, to build their own distribution channels. However, Unilever do not use joint venture in Holland. They directly work with whole sellers, department stores, and supermarkets to distribute their products. As can be seen, Unilever use different distribution strategy in different countries. In this way, Unilever use the adaptation marketing strategy. In Pakistan, Unilever established its unique distribution system by setting up business partnership with various distributors and traders. Various geographical areas have been distributed into business regions. With in each business region, Unilever selects trading companies by assessing their financial worth and experience. These distributors act on behalf of Unilever as they are responsible to Unilever items directly to the chain of retailers. 6. Conclusion Reference – Kotler P., Armstrong G., Saunders J., Wong V., 2001, Principles of Marketing. London: Pearson Education. – Terpstra V., Sarathy R., 2000, International marketing. London: The Dryden Press – Kotler. P (2000) Marketing Management, The millennium Edition, U.S.A. Prentice Hall Inc – Jobber. D (2004) Principles & Practices of Marketing, 4th Edition, U.K. McGraw-Hill – Ries. A, Ries .L (1998) The 22 immutable laws of branding, Great Britain, Harper Collins Business. – Cateora P.R, Graham J.L (2000) International Marketing, 11th Edition, McGraw-Hill/Irwin – Jean, Kapferer N (1992) Strategic Brand Management. Creating and sustaining Brand Equity Long Term, 2nd Edition, U.K, Kogan Page Limited. – www.nestle.com – Annual Report of Nestle: 2003, http://www.ir.nestle.com/ – www.unilever.com – Annual Report of Unilever: 2003, http://www.unilever.com/investorcentre/ – www.pg.com – Annual Report of Proctor & Gamble, http://www.pg.com/investors/sectionmain.jhtml

Asian students perform better academically than US students

Asian students perform better academically than U.S. students throughout the entire school year. In order to prove that Asian students do perform better, Harold W. Stevenson and his colleagues proposed a series of large cross-national studies, beginning 1980. Stevenson discussed his studies in the article â€Å"Learning from Asian Schools†. The studies compared Chinese, Japanese, and American children who sampled from first grade and fifth grade classrooms in elementary schools in Minneapolis, Chicago, Sendai, Beijing, and Taipei. The studies found that in mathematics average scores of the Asian first and fifth graders were higher than the American averages. When compared the scores from different grades, the studies found decline in American schools as well as improvement in Taiwan and steady high performance in Japan. In addition, the studies found that in reading the Asian students caught up by the fifth grade following the increased demands in Asian languages, although American first graders tended towards the top on these tests. The test results undoubtedly confirmed the truth about the superior performance of Asian students over American students. According to the studies, Stevenson found that there were three main reasons associated with Asian children†s success: cultural differences, educational system and teacher performance. Asian mothers considered the most important thing in their children†s life is to do well in school; education is equivalent to the children†s future. Therefore, Asian mothers hold high standards for their children†s academic performance, believing that the road to success is through effort, having positive attitudes about achievement, and studying diligently. In contrast, American mothers had very high satisfaction with their children†s academic performance because they lacked measurement standards for performance, and believed their children†s success came from being born with intelligence and being diligent. American mothers also placed a lesser emphasis on academic achievement because they believed their children†s childhood shouldn†t solely focus on school. Asian mothers† attitudes caused their children to work harder to improve their performance. In addition to the cultural difference mentioned above, the different education system also formed a barrier for American students through the road of success. In school daily life, American students spent most of their time in the classroom. Dissimilarly, Asian schools had frequent recesses and a longer lunch period that in turn maintained the students attention to the teachers. The after school activities and clubs in Asian schools made the school an enjoyable place, therefore, students appeared well behaved and well adjusted, which could be proven by fewer complains in school and better attendance by Asian students. Due to the clear academic goal, the more demanding curriculum for Asian students actually did not cause extraordinary stress. Asian teachers† performance also contributed to the students† academic achievements. Compared to American teachers† individual work and self-adjusted schedule, Asian teachers usually consult each other, worked as a group to design teaching techniques in following the national curriculum, hence provided the best understanding from the students. Asian teachers only spent part of their school time teaching and prepared the classes in the teacher†s room for rest of the working time; this allowed them to prepare their classes well. Asian teachers followed preplanned materials and assigned a â€Å"brief period of seatwork throughout the class period†(Stevenson 236), which provide a series of productive interaction and discussions for students. In contrast, American teachers had to cover all elementary school subjects and spent most of their time at school teaching, so they didn†t have enough time to prepare classes. In addition, American teachers explained concept first and gave seatwork later during class, thus reducing the students† attention. Even the Asian teachers† education background was not as high as American teachers, the â€Å"in-service training under the supervision of skilled models†(Stevenson, 236) used by Asian schools gave the teachers the skills to gain students attention, which included giving feedback to students, using more materials that can be manipulated and relating the subjects to the students† daily life. In conclusion, the U.S. had to create a cultural emphasis on academic success and education, which is not merely increase the length of school days but had to change the way of American teachers† jobs performance. Stevenson considered the culture difference might cause some biased results, so he proposed his studies by using wide range of scientific data to gain the precise statistics. According to Stevenson†s studies, Asian students perform better academically is a truism. Nevertheless, American schools will not achieve the same level of success if they completely imitate Asian schools. In addition, Stevenson merely compared the children†s scores might ignore their practice abilities. Although theories dominate practices, the good performance on test paper does not equal to the strong practice abilities. Undoubtedly, the great academic performance achieved by Asian schools is worth praise, however, it is very difficult to compare success factors between different cultures. Therefore, the ways to improve American schools† performance should be adjusted to fit in the need and want of American schools. In other words, merely introducing higher standards, longer school days, and new education systems cannot improve the performance of American schools. Simultaneously, it is very important for American schools to discard the dross and select the essential from Asian schools† academic experiences in order to establish a series of countermeasures. Once American schools recognize their shortcomings and build a new academic culture base on their advantage, American academic achievement will rise to world standards. When I was a third grader of elementary school in China, my Chinese teacher not only impressed me through her outstanding teaching performance but also evoked my interest in writing composition. In Chinese education standards, third grade of elementary school is the time to learn how to write a short narrative composition. I had no idea how to describe an affair†s process. On the first day of class for composition, I felt really nervous because I did not know what I was going to face. I thought the teacher would give us something to write, but what surprised me was that she started the class by telling us a tale of the fisherman and goldfish. I was immersed by the interesting story and felt completely relaxed. After the teacher finished the story, she distributed a copy of it to us and started a discussion about the story. Following a series of â€Å"what if, how and why† questions about the story under the teacher†s instruction, we reached an alliance that the writer†s abundant imagination and remarkable writing skills let readers fall into the story. The teacher did not ask us to write anything after the class; I had already readied to start my first composition in my mind, because I had understood how a good story could bring happiness to people. For the rest of my years in elementary school, I wrote compositions to entertain myself and finally could not live without it. The compositions that I wrote in the third grade were really ridiculous, but I always remembered and appreciated the teacher†s aspiration and encouragement. Without her positive feedback, I would never have benefited from writing Chinese composition. From my personal experience, I believe that Asian students do not gain the remarkable academic achievements by sheer good luck. In other words, the academic success of Asian schools is worthy of praise.