Describe how your place of business uses different forms of Essay - 1

Describe how your place of business uses different forms of communication - Essay Example I work for Wal-Mart, a company dealing with processing and sale of grocery products across the country. Communication is crucial in the purchases and sales department as it enables fast procurement of raw materials and capital goods. Additionally, good communication allows management of inventory in all company’s retail outlets and delivery of the processed goods to customers. The most prominent form of communication used in this department is oral communication. It involves calling via the cell phone to make queries and helps in resolving misunderstandings that are frequent in the department (Chaturvedi 47). Also, one can speak directly to the members of staff in charge of any operation in the company. When procuring raw materials, I usually call via the phone to request for certain materials before placing a detailed purchase order in the supplier’s inventory. Written communication is another form of communication that is commonly used in the department. Paper-based communications give a clear message that can be filed in the offices (Chaturvedi 48). With the advanced technology, we usually draft papers in a digital format and send them via e-mail to the intended recipient. In the department, purchases orders are sent to the suppliers via e-mail, as well as, the details of the materials required together with their specifications. In response, the different suppliers send delivery notes to the department in the event of delivering materials. Written messages are sent to customers informing them that their invoices have been received. Face-to-face communication is also applied in the department operations as it enables clear understandings among the parties involved. Speaking directly to someone saves time and reduces subsequent communications especially when there are organizational conflicts. When customers complain of delivery of broken or substandard goods they are advised to visit the premises for a talk with the manager. Meeting

SingTel Group Essay Example for Free

SingTel Group Essay SingTel Group is Asias leading communications group, providing a diverse range of communication services and solutions, including fixed, mobile, data, Internet, info communications technology, satellite and pay TV. They are listed as the largest company in Singapore Exchange by market capitalization. They are also listed on the Australian Securities Exchange as a result of our acquisition of Optus, the second largest communications provider in Australia on September 2001. In addition, the SingTel Group is a long-term strategic investor in six regional mobile operators in India, Indonesia, the Philippines, Thailand, Pakistan and Bangladesh. To serve the needs of multinational corporations, SingTel has a network of 36 offices in 19 countries and territories throughout Asia Pacific, in Europe and the USA. The SingTel Group serves about 383 million mobile customers in 25 countries. In Singapore, SingTel has 130 years of operating experience. SingTel has played an integral part in the development of the country as a major communications hub in the region. Today, SingTel continues to shape the digital media and ICT market in Singapore. Despite full liberalization since 2000, SingTel remains the leading mobile, broadband and fixed line operator and in July 2007 ventured into home entertainment with the launch of mio TV. In September 2010, SingTel launched high-speed fibre services, with distinctive applications focusing on entertainment, convergence and productivity enhancement for home and business users. SingTel is a long term strategic investor. As a strategic investor, they work closely with their affiliates to grow the business, by leveraging their scale in networks, customer reach and extensive operational experience. SingTel’s affiliates benefit not only from the relationship with SingTel. By being part of a larger group, they are able to share experiences and insights from one another. These learning help affiliates as they navigate challenges and take advantage of opportunities in their own markets. In the future, the Group continues to review new investment opportunities in Asia and emerging adjacent markets and will be financially disciplined in its evaluation of new investments. (Sustainability Report, 2010) Purpose of the analysis As the Asia Pacific‘s best multimedia solution group, SingTel believe that creating and delivering value to customers, employees and shareholders is fundamental to their business. They are making communication easier, faster,  more economical and reliable by breaking the barriers of distance, price, time and technology. Singapore Telecommunications Limited (SingTel) has over 130 years of operating experience and has played an integral role in the development of Singapore as a major communications hub in the region. SingTel are doing well to bringing the best-in-class global communications solutions to customers. So, the purpose of this analysis to provides an overview of SingTel’s approach, priorities and performance in the area of sustainability for business operations and how they work with their regional associates. Their policies and programs are covered under four key areas – Marketplace, People, Environment and Community. Moreover, remaining success for many years, SingTel has been competing with many players within specialty market. This paper is to analysis the different factor of Singapore environment affects on the specialty telecommunication industry and competitive environment of SingTel and its core competences in order to win in the market battle 2. Macro environment analysis There are many factors in the macro-environment that will affect the decisions of the managers of SingTel. Tax changes, new laws, trade barriers, demographic change and government policy changes are all examples of macro change. The PESTEL model will evolve in Singapore market in order to understand the influences and demands, which will help the company to pursuit of the organization goals and sustain the business. It also provides the flexibility for the company to have effective response to adapt the external environment. 2.1. Political- legal Recently, â€Å"the Liberalization and Privatization of Telecommunications in Singapore† supported by Telecommunication Authority of Singapore (TAS). The telecommunications industry as well as SingTel particularly entered a phase driven by fast-changing technology, which is stimulated by the demands of increasingly sophisticated end-users. To meet these demands, there has been a worldwide trend towards privatization, liberalization and deregulation in the telecommunications industry. This trend has created many opportunities, as well as challenges for SingTel. Liberalization, deregulation and competition thus offer a viable approach to ensuring the provision of better quality of services at highly competitive prices. SingTel also stimulate  more innovative services aimed at satisfying the needs of different market segments with custom-made solutions. In Singapore, the liberalization policy is aimed at increasing consumer choice and stimulating greater efficiencies in the use of scarce resources. In 2009, the Info-communications Development Authority of Singapore (IDA) has made a decision with regard to SingTels exemption request for the Business and Government Customer Segment and Individual Markets. This helps SingTel to seek exemption from the application of Dominant Licensee regulation to its provision of telecommunication services in six individual markets, all retail telecommunication services to customers in the business and government customer segment with an annual spend on telecommunication services of at least S$250,000. (IDA Singapore, 2009) Singapore has one of the most advanced Information and communication technology (ICT) networks in the world with very high levels of access. This has been possible due to the small size of the country as well as rising levels in income and government commitment to telecommunications excellence. SingTel was originally a monopoly on the ICT field until the market opened up to the other companies. (NUS.edu.sg) 2.2. Economics Economic situation is one of factor affecting to SingTel business directly. Globalization has jumped national boundaries, opened and increased trade and business has also an opportunity for the company. Thus, the using of telecommunications device and services has increased globally and the trend is expected to continue. This provided SingTel the opportunity to invest oversea, to enlarge the market and maintain profitability. Recently, the Singapore government has invested heavily in diversifying the economy. The business sector will create good environment to support and motivate the workforce as well as establishing the legal and financial business framework. All the economic sectors will continuously grow such as tourism industry, financial service, consultant service and retail. The growth in various economic factors presents the opportunity for SingTel to increase business locally. Furthermore, the telecommunication services are closely linked to economic activities in Singapore and region. So, SingTel need to have a good preparation to take the full advantage of effects such as the change of income and consumer spending habit. 2.3. Social – culture Singapore Culture is unique with four major ethnic groups: Chinese, Malays, Indians and Eurasians. They are still strongly believed in their traditional value although the younger generations has started to adapt with the western culture. Especially, there is a phase in the mindset of Singaporean that â€Å"kiasu† means â€Å"afraid of losing out to other†. With this mindset, many young Singaporean has worked hard to expect high income and pursue the new and modern technology. They are always changing in their lifestyle, purchase behavior and the demand the high standard of quality and services. These present an opportunity for SingTel increase their revenue by offering the new and customized the product and services A change is taking place in the mobile industry. Customers are increasingly engaged with their smart phones and Internet devices to perform functions for work and leisure anywhere, anytime. Richer applications and services will be delivered over mobile networks. In fact, for many regional and rural customers in the developing markets, they will be accessing the Internet for the first time through their mobile phones. SingTel has seen this fact and moved to meet customer demand. 2.4. Technology Technology has changed and developed rapidly and continuously nowadays. New services such as Internet Telephone and the increasing of telecommunication users are the reasons for company to invest developing new technologies in products and services. In the current business, SingTel covers telephone line, e-commerce, Internet and mobile services. But SingTel has indentified e-commerce and Internet-based activities, which there are significant growth with customer segments. So, the technological investments are an integral part of SingTel’s strategy for long-term growth. Also, the high investment in proven technology was the critical factors made SingTel succeed in the past. 3. Key Opportunities and Threats of SingTel In the telecommunication industry with 4 main external environment factors that are affecting SingTel, it creates the opportunities as well as the threat for SingTel. Opportunities Threats Singapore has highest income per capita in Asia Singapore is the most advance information technology hardware infrastructure in the world. Merger and acquisitions The higher penetration rate in Singapore Refocused its oversea in investment in Asia Trend of deregulation and privatization. Customer demands and expectations. Rapid growing of technological changes The economic crisis StarHub and Mobile1 as new competitor Faced competition from foreign callback service. Government creates competition. 3.1. Opportunities Because of high demand of the market and the operating environment of SingTel is very competitive, which means that the company can see the environment will the same or more challenger in the future. However, the company still has opportunities to maintain the status as leading telecommunication company in Singapore and the region. Firstly, Singapore has highest income per capita in Asia. This affects on the purchase behavior of customer tend to use internet and telecommunication service in daily life as well as in the workplace. Secondly, Singapore is the most advance information technology hardware infrastructure in the world. This is a good condition for the telecommunication industry development generally and for SingTel in particularly. It was not just in Singapore market also it is the SingTel strengths to enter oversea market. Such as SingTel also offers hybrid satellite-fibre solutions to penetrate customer needs in Asia Pacific, USA, Europe and Middle East markets. Moreover, SingTel brings more than 25 years of experience in delivering industry-leading satellite communications. The innovative solutions empower to offer state-of-the-art communication solutions that will create value and optimize communications for customers. Especially, the trend of deregulation and privatization were opportunities for SingTel to take a big step in improvement quality and price of service in the highly competitive environment. 3.2. Threats Demand is growing so it will create a more intense competition among telecommunication companies. StarHub and Mobile1 are considered as major competitors of SingTel. Thus, the expectation of customers is increasing toward the demand of quality and service standards. Even when SingTel invest in but never found out service solution to customer, it will become very difficult to access them, especially when the company wants to penetrate markets in developing countries. During the recession of the world economy has greatly affected the SingTel development. At this time, when the effect of currencies by the inflation and the pricing storm in product and service, the people have to narrow their demand. Additionally, the merger of SingTel to Asian countries strongly influenced by the global recession. This has greatly affected the sales of SingTel in the region. The foreign callback service was a threat affect to SingTel when the price of this service is even cheaper than SingTel service. Also, when SingTel is joining their business globally, they must follow the various regulations and laws in different countries. These provisions tend to be stricter with foreign companies in this industry because the government wants to protect their local industry. This is also a challenge for many companies included SingTel. 4. Competitive environment analysis By application of Porter’s five forces model, it helps to find out the business strategy problem of evaluate the investment value of SingTel. An understanding of this, it suggest for SingTel to know which key success factors are necessary to cope with the competitive forces. C:\Documents and Settings\Nguyen Dung\Desktop\porterfiveforces.gif 4.1. Threat of Substitute Products (High) The importance of fixed line is slowly decreasing as a convenience method. The threats of substitute for fixed line telecommunication is high and replacing by VoIP (Voice over Internet Protocol) and mobile phone applications, which can be a benefit for reducing communication and infrastructure costs. However, the fixed line telecommunication is still using widely in almost company included SingTel. This is proved its convenience and efficiency by coming of interim price and non-price term for fixed line telecommunications services under the new telecommunications access regime. These services are currently used as inputs by competitive communications companies to provide voice, facsimile and broadband internet  products to consumers and businesses. 4.2. Power of buyers (High) Buyer affect a company through their ability to force down price, bargain for higher quality and more services and play competitors against each other (Wheelen and Hunger, 2010). The bargaining power of supplier is high for SingTel because of the increase of various communication and low switching cost. Customers can choose to use internet telephone over fixed line service. In Singapore, there are two big competitors as StarHub and Mobile1, where SingTel have to consider to their products and services. The customer has many alternatives in the standard and undifferentiated between SingTel products and others. 4.3. Power of Suppliers (Moderate) On one hand, there is a balance of power between suppliers and telecommunication companies in Singapore, so the power of suppliers is moderate. On the other hand, suppliers are not able to compete directly with present customers because of the geographically extensive networks and the effort to make long term contracts can be difficult for the telecommunication market. 4.4. Threat of New Entrants (Low) Every potential entrant into telecommunication industry is required a license issued by the Telecommunications Authority of Sing Singapore (TAS). Meanwhile, as the security issues are highly sensitive in the operations of telecommunication services, the Singapore government will scan very carefully before accepted the license. Moreover, the new entrant required capital as a key factor and the new entrant can measure the sufficiency of financial resource. As the market dominated by SingTel that is equal to others companies. Given the entrance barriers are high, so the effort of a new player in telecommunication industry is low. 4.5. Intensity of Rivalry (High) There are several factors related to intense rivalry. The number of competitors has increased while the industry’s growth has slowed down, have caused the strong industry rivalry. M1 being the main competitor that have huge resources and strong power. SingTel have to watch each other carefully to step among their competitors. Moreover, as the products and services  characteristics that required the high investment as well as low mobility of fixed costs and infrastructure make it difficult for the company position in telecommunication market. 5. Core competencies In order to be successful, SingTel human resource and brand image must be value, rare, imperfectly inimitable and non- substitutable compare with other companies in same industry (Barney, 1991). Value: SingTel’s successes are based on customer focus. By understanding their needs and anticipating to them, SingTel enhance business success by offering to customer value and quality service, meanwhile they are always looking for the creative and innovative ways of doing business and sharing a passion for making a difference. Moreover, leadership team and employees are the most important assets for the company. By working as one team with share goals, they are developing strong bonds by communicating and sharing knowledge. By contributing value to everyone, this encouraged the open discussion and commit to an agreed position. As the leadership and superior position, their performance is achieved through pursuit of personal excellence. They seek continuous improvement and take pride in what they do. Together, they celebrate the success and achievements. Therefore, human resources are most valuable resource of SingTel. Policies to bring the training programs for staffs and managers to not only aware of their responsibility to implement and set the example in the implementation of the value of the company, also train them have a vision of the future business. Rare: Beside the commitment to provide a healthy and safe environment for employees, SingTel created an environment to get human resources where the people were not only achieved the goals, also the people can work in the harmony and share value to take responsibility and make commitments to customers. This will become very rare if not any company can do this while the business moral is slowdown toward benefit ahead. SingTel is committed to reducing environmental footprint through concerted practices. They address and focus on managing environmental protection, resource conservation, waste reduction and the impact of operations. These internal processes will allow the company to monitor, assess and mitigate the significance of any adverse impact of business on the environment, society, customers and employees. By addressing the social concerns that are critical to the well-being and  sustainable development of the communities in which SingTel operate. SingTel supports a wide range of programs focused on two strategies: SingTel Touching Lives Fund (STLF) is our corporate philanthropy program in Singapore to support community programs and disadvantaged children and young people. Support community development to prevent disaster relief and reduce illness in the communities in which SingTel has a high potential impact. Imperfectly inimitable: Through integrating best-in-class human resource practices for talent recruitment, retention, development and employee welfare, the company nurture and groom future leaders to power SingTel’s sustainable growth. SingTel attract the top talent around the world because of the employee diversity is integral to business success as every employee bring their unique skill and work experience to enable grow the global market. To ensure equal employment opportunities within the company based on non-discrimination and fair employment policies, all employees are selected on merit and their ability to perform the specific job functions. So, the human resource strategies were the sustainable competitive advantages that no company can imitate. Non- substitutable: Staying ahead of the competition in this dynamic telecommunications industry is an ongoing challenge for SingTel. Therefore, the element of non-substitutable is the necessary weapon to compete on the marketplace. The SingTel efforts will focus on the new market and satisfied customers. With SingTel, is not only committed to action when the things broken, but it is a long way to desire customer and make them smile to SingTel product and service. It was also the investing for future to adapt the flexibility of the market needs. Moreover, if without the ability to commit to good governance, will not be tied with the members to go on long road full of challenges and hardships. SingTel recognize good corporate governance and transparency are critical to ensuring the long-term success and protecting shareholder interests. This also aligns with the corporate objective to strengthen market leadership and corporate reputation. 6. Conclusion Based on the position of specialty telecommunication industry, as well as SingTel capabilities and core competences, they are doing well, but SingTel should make the strategic actions to overcome threats. Firstly, concentration is an effective strategic action to reduce cost, where SingTel  need to realize the weaknesses in business strategy. Through improvement structure of operations and the scanning continuously of internal economic, SingTel can in the long run reduce production, distribution and service cost to the advantage of the consumer as well as the company. If SingTel can do this, SingTel will achieve status of the lowest cost telecommunication services provider. This allows the company to increase the competitive advantages. Secondly, Research and Development (RD) is an investment to company’s future because when the current product lines outdated by their competitors, they will lose sufficient. RD will useful for engineering work that it give own wholly and safety as well as provide the lower per unit cost. This helps SingTel to pursue cost leadership position and against the potential competitors.

Jürgen Habermas’ The Structural Transformation of the Public Sphere Ess

In this essay I will discuss Jà ¼rgen Habermas’ â€Å"The Structural Transformation of the Public Sphere: Inquiry into a category of bourgeois society† (1962), and the ideas presented surrounding the public sphere. What I will investigate is whether or not the post-modern phenomenon of new media (e.g. the internet) could in fact present a new-wave of public sphere, or is just another platform for mass-media. I will also explore the public sphere model, and discuss its decline (due to either political or economic reasons). I will look in particular at the 21st Century, and the evidence of a possible public sphere in the modern day, as well as the factors which could have extinguished the public sphere in the early part of the 20th Century, not just looking to Habermas’ philosophy but also other social commentators like Noam Chomsky & Del Sola Poole. The â€Å"Public Sphere† (Habermas 1962) is a term coined by German sociologist and philosopher Jà ¼rgen Habermas, as he believes, the public sphere social structure directly proceeded feudalism in European society. It comes from the two separate factors of the â€Å"public† ( referring to public authority – the state) and the â€Å"private†(referring to the idea of economy, society and the family) coming together for rational critical debate about the world around them. Habermas believes that this was initially started with the â€Å"literary public sphere† which allowed people of all social standing to discuss art and literature, usually in public places like coffee houses and salons. From this branched the political public sphere, where private people (not working for the government, or influenced by it) came together to use reason critically and analysed (and often opposed) ideas present in government. W... ...tion.† Outhwaite, W. ed (1996)† The Habermas Reader† Cambridge UP Crossley, N. & Roberts, J.M (eds.) (2004) â€Å"After Habermas: new perspectives on the public sphere†. Oxford University Press Curran, J (1978)† The press as an agency of social control: an historical perspective.† G, Curran, J. & Wingate P. (eds) Newspaper History: from the 17th Century to the present day. London: constable print Atton, C (2002) â€Å"News cultures and new social movements: Radical journalism and the mainstream media, journalism studies† Brendon, P. (1982) â€Å" The Life and death of press barons†. London: Secker & Warbug Koss S (1984) â€Å" The Rise and Fall of Political Press in Britain: Vol 2- The Twentieth Century† Chapel Hill and London: University of North Carolina Press, Herman S & Chomsky N (1988) â€Å"Manufacturing Consent: The Political Economy of the Mass Media† London: Vintage press

The Injustice of Slavery: A Peoples Resistance Essay -- Slavery Essays

The Injustice of Slavery: A people’s resistance   Ã‚  Ã‚  Ã‚  Ã‚  The history of the United States is filled to the brim with an abundance of significant events. Over the course of this nation’s young history there have been numerous social institutions. Many have been a necessity in our development. However, the US was home to one of the greatest atrocities committed on mankind. The institution of slavery is not only the most embarrassing but most sever infraction on the natural rights of man. At times there were in excess of three million black Americans enslaved in this country. It was not the dismal living conditions nor the bleak existence they lived that led them into a resistance of slavery. It was the theft, the unlawful striping of their right to life, liberty, and happiness that justly encouraged their resistance. The dehumanization of the black population in the US during the 19th century was a gross moral departure from the so called equality our nation has always strived for.   Ã‚  Ã‚  Ã‚  Ã‚  No true American can find any sort of conflict in sharing the opinions of our forefathers. The US has its foundation built in the words of the Declaration of Independence. We live in a nation where â€Å"all men are created equal, and endowed by their creator with certain inalienable rights-among which are life, liberty, and the pursuit of happiness.† In supporting slavery, masters dehumanized themselves and denounced the goals of America. A natural righ...

Statement of Work for Wild Wood Apartments Essay

History: Wild Woods Apartments is a property management company. They own around 20 different building, each of which is composed of anywhere from 10-60 different units. Each building has a lot of information to maintain such as occupancy, leases, payments and maintenance requests and expenses. This is expected to be done by the manger on site and then they are to send a report to cooperate every quarter. Every quarter, cooperates receives the information form all 20 sites and has to then manage that. Doing all of this paper work and managing by hand or even in spreadsheets is very inefficient and wastes time. Creating a database that can record and organize all of this pertinent information would help both the managers, cooperate and even the tenants. Scope: The Wild Wood Apartments Database will manage leases, maintenance requests and expenses, and rent amount and payments. The information will be kept secure and the information will only be viewable to those that have a need to se e it. It will track tenants that have already paid rent and ones that are late. It will also track when a maintenance request is submitted and when it is completed. Constraints: The database will be good for managers to be able to manage a tenants rent and maintenance requests. It will show when a maintenance request is submitted and when it was completed. It will not show the status of the maintenance order as it is being completed, or if they are waiting for supplies, etc. It will show the managers when a tenant is late on a payment but will not show the tenant with they are current or not. Objective The objective is to create a database for Wild Woods Apartments that can help them organize all of their properties information into one system t help streamline some of the work both the onsite managers have to do as well as the cooperate workers. The objective is to make the database record and use all of the important information in once place The objective is to be able to use the database for managers to be able to generate the quarterly reports with ease. Tasks and Timeline Gathering Data: This task will consist of gathering of current data to find what information fields will be needed. It will also consist of a questionnaire. Time allotted: 2 weeks Deliverables: a text with the questionnaire on it, and a list of the required data. Analyzing Data: Analyze the data to find the most efficient way to organize and display it Time allotted: 2 weeks Deliverable: a sample layout of how the information will be used Normalization: A model will be made using normal entities and relationship Time allotted: 3 weeks Deliverable: A diagram showing the relationships and entities Building the physical database: The model will be turned into an actual RDBMS system. Time allotted: 4 days Deliverable: a schema of the database Testing and security: test data will be entered and the system will be tested to make sure all of the rules and the security protocols are working properly. Time allotted: 5 days Deliverable: A record of the tests ran and the results Database Completion and Installation: Any final changes will be made and then the database will be put on the server. The test data will be removed and the network connections will be tested. Time allotted: 2.5 Weeks

Cell Phone Ban

Cell Phone Ban Cell Phone Ban The main purpose of road-traffic safety is to reduce harm (property damage, injuries, and death) resulting from vehicle crashes on public roads. Annually, the harm that results from road crashes is greater than that caused by other means of transport, for instance, sea, off-terrain, space, and air. A recent news report indicated that, for every four crashes, a driver using a cell phone causes one. Drivers who use hands-free devices and cell phones are distracted by the conversation. Paul Tetlocks report revealed that driving while using cell phones has caused almost 10,000 deaths in 2011 (Hahn, 1999). The fatalities have been estimated to be 100. In the light of crash fatalities, a ban should be imposed on drivers who text, use hand-held devices, and cell phones while driving. A drive around any town will reveal that cell phone usage threatens the lives of other motorists and pedestrians. In addition to that, people engage in several activities as they drive. Some acts are performed because of convenience calls. Drivers will always want to engage in small risks, in the context of productivity. Tuning the car audio, taking care of sibling wars in the backseat and sipping a cup of coffee are some of the distractions that may cause fatal crashes. A cost-benefit analysis of crash fatalities can be quantified in two approaches. The first model uses the loss in capital or human productivity. This model caters for all the direct losses that are associated with personal injury or fatality. For instance, in 2001, Niki Taylor, a supermodel and mother of twins had a fatal accident because the driver used a cell phone while driving. In this incident, Niki stands to lose her livelihood because she was critically injured. The second model involves the Willingness To Pay (WTP) model. The WTP model involves the estimation of the direct and indirect expenses incurred by the persons involved in accidents as well as those in the larger community. This model caters for the property and capital that people loose during accidents, as well as losses that other motorists incur. In the recent past, several states in America and other nations across the world have imposed bans on drivers who use their cell phones. In the context of this issue, some mobile phone companies have resulted to the introduction and aggressive marketing of hands-free devices. A study published in the New England Journal of Medicine showed that the drivers who talk while driving are four times likely to cause an accident (Tom and Ray, n.d). However, if a driver uses hands-free device, the chances of crashing is three times. Most legislators have argued that, the introduction and marketing of hands-free devices does not help in the reduction of accidents. A distraction is a distraction no matter the source and it drags someone from concentrating on driving. In conclusion, any proposed laws on human safety should focus on banning all forms of distractions while driving. The legislation should aim at eliminating any behavior that distracts drivers. Recent and future developments in the motor-vehicle industry should be thoroughly scrutinized. Motor vehicle engineers and designers want to make cars with more distractive devices than cell phones. They want to install computers that send and receive e-mails, stock quotes, and call. Although people feel that they should not be controlled on what they do in their cars, there is a need to evaluate convenience versus safety. The Government should take measures on the motor vehicle industry and push for legislation that will make guarantee road safety (Tom and Ray, n.d). If people overlook their selfish interest of inconvenience, then they may start to support laws that safeguard lives and property.

Macro-Environmental Analysis Essay Example

Macro Macro-Environmental Analysis Paper Macro-Environmental Analysis Paper Essay Topic: Marketing An organisations marketing environment can be defined as the actors and forces external to the marketing management function of the firm that impinge on the marketing managements ability to develop and maintain successful transactions with its customers (Kotler, 1997). In order to fully analyse Marss marketing strategy, it is important to look at its marketing environment first, which is made up of a micro-environment and a macro-environment. According to Kotler (1984), the macro-environment consists of the larger societal forces that affect micro-environment (internal). The micro-environment, on the other hand, consists of the forces close to the company that affect its ability to serve its stakeholders (external). Macro-Environmental Analysis Macro-environment, in Marss case, refers to the whole European ice cream market, since it is beyond the immediate environment but can nevertheless affect Mars as a company. European Ice Cream Market Capital requirement in advertising and branding is extremely high in the ice cream market. The spending is responsible for developing brands and generating effect on consumers decision-making process. For the premium ice cream where Mars has positioned itself, launching heavyweight advertising is of more importance, in an effort to create particular brand imagery by convincing consumers of its quality. In the ice cream market, the power of buyers and suppliers has been seen less strong as in other markets, because of the lack of concentration of its buyers and suppliers. Instead, buyers of ice cream has spread widely across all ages, although children are always the primary consumers. The threat of substitution may take forms of product-for-product substitution or substitution of need by a new product or service (Johnson Scholes, 1997). Ice cream, as a fulfilment of needs such as light hunger, refreshment, indulgence, fun sharing and thirst quenching, might be substituted by biscuits, chocolates, crisps, or some traditional snacks in some European countries. In competitive terms, there are two leading companies who dominate most shares in the European market, Unilever, headquartered in the UK and Netherlands, and Nestle, a Switzerland-based company. It indicates the unbalance of competitors. The attractiveness of industry is particularly high when the market growth rate is high (Johnson Scholes, 1997). Even up to the year 2000, the market was predicted to grow at around 5% per annum, especially in the super premium market where the growth rate is over 15%. This is unusual in mature European food markets. The high level of grow rate intensify the competition among various market players. It might also attract potential entrants, which, on the other hand, result to an even more intensive rivalry. However, rivalry can be alleviated to some extents through differentiation strategy. According to Naylor (1999), differentiation refers to the added value in which strategic business unit expects its customers to appreciate. The extra value offered by the company must also be valued by customers more than the extra cost it takes to provide it. In the ice cream market, the offerings of premium and super premium ones are regarded as kinds of differentiation. In this way, some companies will aim to gain market share by focusing on premier or super premium segment whereas the rest will fight for economy ice cream segment, thereby reducing the intensity of competition within the market. Finally, if the exist barrier is high enough, it can increase the competition as well. It is especially a concern of family firms, such as Mars. They tend to not leave the marketplace if this is the only business that they are in (Finlay, 2000). By taking all this factors listed above into account, the opportunity and threat for Mars can be categorised below. Opportunity After looking at the market in the general way, it is time to relate it to Mars company. Europe is relatively a stable environment, which provides a secure market for business, in terms of political factors. As its market share is spread evenly across Europe, Mars benefits a lot from the trading agreements, including EEC, EC, EEA, as they further lower the tariff and create customs union (Brooks Weatherston, 2000). Therefore, the prices of Mars Ice Cream tend to uniform all around the Europe. The expected increase in personal disposable income over a couple of years will also help Mars as consumers will have the necessary funds to realise their desires, and be more likely to go for high quality and more expensive products. The rise in personal disposable income helps the fast expand of Marss premium ice cream market, and indicates that this segmentation will still be beneficial to Mars in the future. As a recent trend, the traditional family meal time has now been challenged. It is largely due to peoples busy working lives. Therefore, it becomes common to find different family members eating different foods at different times. As an easy-to-prepare and ready-to-eat dessert, ice cream has obviously attracted a large number of consumers. Ice cream can be taken back to home and served in flexible portions (take home) or rather consumed immediately (impulse). Deseasonalisation has considered being a tendency in recent years. It implies the less dependency on the hot weather, which, in some European countries, last for quite a short time. Marss Ice Cream has been sold all over the Europe, thus producing deseasonalised items is of more importance on companys agenda. The production of the ice cream is subject to the use of advanced technology in areas like prevention of fat accumulation and coarse texture, sweetness, or drawing temperatures. It, in some ways, raises the threshold of entering ice cream industry, thereby protecting the existing companies, including Mars, from a too fierce rivalry competition. Continued innovation is also a key issue here. Unlike a stapler or cigarette, ice cream is the kind of product which needs continued refreshment and constant innovation in its taste, flavour, texture or ingredients in order to maintain consumer interest and encourage sales and repurchasing. The ability to conduct it relates to the technology as well, which re-invigorate the product portfolio. This kind of requirement has put Mars onto an advantage position since the company has been well-known for its ability of innovation. Threat The biggest threat refers to the counter-offensive defence strategy (Kotler Singh, 1981) employed by Unilever against Mars, since Unilver has effectively prevented Mars from accessing its freezer cabinets. It is done by supplying smaller outlets with free freezer cabinets, which are exclusive to other brands, thus increasing and enhancing its retail outlets. Since macro actors are more difficult to manage and control, a proactive action is required in order to survive in the market. Overall, the European ice cream market is a stable, growing, but highly competitive environment. Stale always indicates that the low level of changeability, higher level of predictability and visibility. Therefore, a prescriptive strategy can take place. Micro-Environmental Analysis Micro-environment is the internal factors that impinge directly on Mars. Mars Ice Cream Mars is highly profitable in confectionery and prepared petfood areas, acting like the market leader in these two categories. However, since the growth rates of these two industries are not high enough, its confectionery and petfood can be regarded as cash cows. The profit generated by its cash cows is actually used to support its question mark, namely Mars Ice Cream (see Figure 1). According to Mars, the ice cream has not generated significant profit since its launch in late 1980s. Mars Ice Cream, enjoying only 5% to 10% market share in Europe, demonstrates an ambiguous future in this growing ice cream market. In this scenario, the company should decide whether to continuously fund it in order to increase market share, or withdraw it from the marketplace as it erodes the companys profit. Therefore, It is said that Mars Ice Cream is a question mark. However, in its product portfolio, no star or dog has been observed. It might imply the unbalance of its current product offering. Strength Probably the major strength Mars has demonstrated for years is its innovation ability. It refers to what Lynch (1998) calls as distinctive strategic element relevant to competing in the marketplace. However, during the early 1990s, this strategy was borrowed by Nestle, a major competitor of Mars. For that reason, the advantage of being able to innovate is a competitive advantage of Mars instead of a core competence. By adopting Porters (1985) model for generic strategies, Mars concentration on a segment of the market is categorised as differentiation (see Figure 2). One of Marss strategies was to price the ice cream at a premium level, which proves to be highly successful. By doing so, Mars has implemented a flanking attack by concentrating distinct market segments that are not adequately served by Unilever and Nestle (Kotler, 1997).