OFEK (2002)

To companies, what are the benefits of calculating CLV?

The main purpose of calculating CLV is for the development of customers who will be highly committed. These customers will not only make subsequent purchases but they will also help in the promotion and generation of continued revenue channels. These customers will also require less attention meaning minimizing on the maintenance costs. One of the benefits of calculating CLV to the firm is that it allows the firm to track and compare initial acquisition costs to the profit expected with the customers’ relationships with the company. This helps the company in knowing which customers to keep because of loyalty and which ones not to concentrate on. This also helps the company in formulating strategies concerning customers such as how the promotional mix will be revised depending on previous and recent transactions.

Another benefit is to gain knowledge on customer activity. This involves reviewing some historical data that contains the records of activities of the new and the existing customers such as buying patterns. In such a case, the firm utilizes the gained knowledge to forecast customer activity and assign different corresponding levels of communication or promotion. The responsiveness of the customer to certain offerings and the expectation that the customer shall not go away enables a firm calculate the customer profitability and lifetime value. Generally, the calculation of the CLV can be useful in the understanding of the value of the customer and the prompting of the firm to learn more on consumer patterns both individuals and groups. The information acquired helps the firm in the creation of strategies that deal with each individual customer, create a strong and long-term relationship with the customer and eliminate numerous wasteful costs.

It is critical that a firm establishes strong relationship with its customers over time. How do CRM applications help improve customers’ lifetime value? Use an example to support your arguments.

CRM applications help in the improvement of the customer’s lifetime value in many ways. Since the relationship between the customer and the firm is not static, it is important for the firm to realize and recognize the different stages in the life cycle of a customer. This is to enhance the relationship and the mutual value created between the two. In its application, CRM requires that the company recognize its first time buyers. The first time buyer commonly goes through an experience that assesses the firm’s products and service. At this stage, the risk of defecting to another company is quite high and this is a critical stage in establishing customer trust especially for companies with short purchase cycles.

Another example involves a company creating prospective buyers or the marketing stage. All the efforts from a firm at this stage are directed in the attraction of new potential customers. These customers generally hold expectations about the company in addition to how competent it is. This stage therefore becomes very important in the determination whether the customer shall be satisfied for a long time and whether the firm shall retain them. Companies are advised to be as realistic as possible since if they create expectations that are too high they might get the customer all too easily but they risk losing the customer just as fast due to lack of satisfaction. This means the customer shall not be retained and therefore the revenues and survival rates are significantly affected.

CRM application is all about the creation of a relationship with a customer that is based on trust and mutual respect since there is mutual value between the two parties. Since the relationship is desired to be long-term, customer satisfaction is very important and it should be strong enough to retain the customer. Therefore, a firm should struggle to find more ways to satisfy the customer, to provide significant rewards for their loyalty and repetitive purchases and to provide more quality services. This shall make the customers remain ever loyal and cross sell the firm to their friends and relatives.

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Oedipus the King

Oedipus the King

The main theme about the book has to do with fate and free will. King Oedipus is a victim of fate of an old oracle prophecy of that one day he would kill his father and marry his mother. In bid to avoid such a scenario, the father of Oedipus issues an order for his son to be killed to ensure that the prophecy does not happen. The fact that the mother sent a servant to kill the child made it hard for king Laius’ desire to happen, as the child was saved by a shepherd who later took the child to a childless king. Due to fate, the son kills the father and marries the mother unknowingly (Grene and Sophocles 76). On finding out the truth, Oedipus mother kills herself while Oedipus plugs his eyes with the mother’s gold pins. The oracle prophecy comes to pass as the child kills the father, and marries the mother.

The 21^st century leaders can learn so much from king Oedipus’ actions. Towards the end of the book, the king is seen to take responsibility of what happens to him. Though it was not his desire but what fate made him to become, it is clear in the current society some leaders do some social wrongs and still face the citizens without any shame. King Oedipus’ actions of taking the responsibility is one of the great characters the leaders should learn to have. The desire to help the people of his country and find out the cause of the plague is also an important thing that leaders can get to learn. King Oedipus’ vowing to find out who caused the killing can be a good reason to leaders to make sure that justice is promoted in their countries, as it is also a way of defending the constitution which they are deemed to do.

One of the issues that king Oedipus faces is the fact that there exists a conflict between the state and the citizens. The priest is keen to criticize his actions and when they do, he does not take responsibility of his actions but in turn fails to listen to everyone who comes his way with a piece of advice. The fact that the king is not willing to listen to the people is problematical as everyone has his share of mistakes and at all times, it is good to lead by example. Another issue that King Oedipus faces is the issue of his parental hood. The revelation that his real father might not be who ever he considers to be his father bothers him so much and seeks to find it out but to his surprise, he only becomes a recipient of a certain information that would make him be a victim of incest. He shows a blind eye when it comes to his origin though the prophet was continually telling him of the reality. In this context, an aspect of metaphor is brought out where the prophet, though blind, is able to see the truth. On the other hand, the king, though of good vision is not able to see what ever was going on in reference to the crimes and his origin. The prophesy of the incest was also another problem that the king encountered. When he is told of the fact that he would kill his father, he tends to run away to ensure that he does not get to be involved with it but to his surprise, the prophecy comes to pass as he ironically kills someone who happens to be his real father (Grene and Sophocles 39).

Work cited

Sophocles, David Grene. “Oedipus the King.” London: University of Chicago Press, 2010. Print.

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GLOBALIZATION ISSUES AND CONCERNS IN BUSINESS

Running Head: GLOBALIZATION ISSUES AND CONCERNS IN BUSINESS

Name:

College:

Course:

Tutor:

Date:

Letter of transmittal

Strategic manager,

Wal-Mart Corporation.

Dear sir/madam

We are pleased to put forward a report that discusses current issues faced by Wal-Mart Corporation business environment. Enclosed are reports on the current issues in business environment. The issues discussed include globalization, globalized culture and international business ethics. An implementation plan to counteract with the issues and relevant recommendations are also outlined.

Kind regards,

Name…………………..

Group chairman

Wal-Mart Corporation

Executive Summary

The concept of globalization is not new to business environment. This business-economic event facilitates and influence many concerns and issues to the international business environments. Its related concerns and issues usually affect businesses positively and others negatively. Business enterprises enjoy the positive benefits of globalizations and there is a need to participate organizations in counteracting the negative effects. Wal-Mart like any other multinational corporations enjoys the many positive benefits of globalization or business internationalization. Major issues currently facing Wal-Mart due to globalization is culture diversity and ethics management. These two issues are critical to the growth and development of any organizations beyond borders of its incorporation. Globalization has changed the conception of stabilizing and making culture independency in organizations. The increased interconnectedness between people from different cultural diversity has expanded organization cultural change.

The different aspects of culture and ethics on international business environments are influenced by employees’ behaviors, attitude, motivational level, convections, norms and values. Initiating a change program in organization regarding these cultural and ethics elements will consequently promote and enhance cultural change. Cultures and ethics are fundamental to the efficiency and effectiveness of attaining customers’ satisfaction. Developing globalized culture and enhancing excellent business ethics in the globalized community will eventually lead to growth, increased market share, increased profits and develop customer, environment and organization relations.

Table of content

Executive Summary………………………………………………………………. 3

Introduction ………………………………………………………………………. 5

Issue and problems………………………………………………………………… 5

Wal-Mart background………………………………………………………… 6

Globalization Issues and Concerns in Wal-Mart……………………………………6

Globalized cultures………………………………………………………………… 7

Globalization and business ethics……………………………………… ………… 9

Conclusion …………………………………………………………………….. 12

Recommendation ………………………………………………………………… 12

Implementation plan ……………………………………………………………… 13

References………………………………………………………………………… 15

Introduction

Most businesses are turning to operate in a global marketing context. There are positives and negatives connected to the globalized business environment. Globalization due to transport costs reductions and new modern technologies are enabling customers from all corners of the world access Wal-Mart products. Conversely, globalization influence many concerns, which Wal-Mart’s business managers and leaders need evaluate and analyze accurately. Globalization refers to the integration of business activities beyond national borders (Shorish, nd). Amongst the many positive and negative issues contributed by globalization, cultural diversity and international business ethics have adversely affected Wal-Mart operations. Hopper, (2007) argue that globalized culture and ethics issues are predominant to all the multinational companies. Culture and ethics in the international markets and business relations need to be accurately managed. Failure to consider globalized culture and ethics issues can ruin international business growth and integration. These issues are enabling the company to become vigorous and vibrant towards goals achievement. The paper evaluates and analyzes issues regarding cultures and ethics due to globalization. Predominantly, the research paper evaluates on globalized culture and international business ethics that chiefly affect Wal-Mart Corporation. It evaluates globalization concerns and issues as related to culture and ethics.

Globalization Issues and Concerns in Wal-Mart

Globalization definitions acknowledge movement of goods, services, people, ideas, and investment capital contributed by economic open up markets and integration. Globalization in business environment provides many opportunities and challenges in operations. Essentially, wide and many market segments translate to increased earnings and customer base. On the other hand, globalization can mean increased marketing and business issues such as cultural diversity and international ethics including the expanded social responsibility at the international level. Wal-Mart need to consider all the merits and demerits of globalization and maximize on its advantages and minimize relevant issues and problems. According to the 2010 corporate social responsibility index report, the company did not appear in the top 10 companies (appendix one). In fact, the company did not appear in The 2010 CSRI 50 companies (appendix one). This indicates that, the company social responsibility that is influence by adoption of globalised culture and business ethics have deteriorated overtime (reputation institute, 2010). Ideally, the company is currently faced by cross cultural challenges and opportunities. In addition, business ethics are currently becoming an issue to its operations contributed by globalized markets.

Wal-Mart background

Wal-Mart opened as a discount retailing enterprise in 1962 by Sam Walton to offer low priced products (Anon. nd). The business has grown explosively in the United States and across the globe. According to market share reports, the company is the world’s largest retailer with over 5,000 stores across the world (Anon. nd). As supported by appendix 2, the company is the market leader compared to other retail Corporations. Wal-Mart growth and expansion is contributed highly by its qualified managers and leaders in the international business arena. As mentioned above the company has opened many branches across the globe. The growth is much attributed to the role of globalization context in the business environment. It is also influenced by efficiency and effective management of the company. Furman, (2005) support that globalization has actually enabled the company to penetrate countries such as china, Korea, Japan, Argentina, and Canada among others. In facts, globalization has greatly contributed to the company growth. It is not an exception of the business affected by the drawbacks of internationalization. International business operations are faced by cultural and ethics issues, problems, and Wal-Mart enterprises are not an exception.

Issue and problems

Economic integrations have caused implementation of new regulations, establishment of new cultures and business ethics promoting new competitiveness and productivity levels in many organizations. Gunarto, (nd) noted that internet communication and electronic commerce increases concerns regarding the prevalence of ethics issues due to globalization accelerated by cyber internet and IT society. Many countries are conservative on cultures and ethics. Therefore, they appreciate and respect their original cultures and business ethics. They are conservative in mode of doing businesses and behavior. Over the years, countries traditional approaches and methods of business practices and management styles are affected by globalization. Business ethics, corporate governance and social responsibility act as the three pillars that govern the company’s relationship with the outsiders and customers. In the international market, arena mangers need to recognize this and change its perception towards globalised culture, business ethics and the role of social responsibility to increase or strengthen relationship with outside business world. Based on the current observations adapting to international perspectives of management and leadership has become a problem to Wal-Mart. In the current professional world where cultures and ethics are diverse, venturing in international markets, depend on how companies manage issues and problems regarding diversity in cultures, business ethics and strengthening world relationship.

Globalized culture

It is with deep concerns that some countries that Wal-Mart operates with differ in their cultural diversity. Many countries have not reacted positively to aspects of American way of doing business and living. Cultures are entrenched in employees within organizations (Hermans, & Kempen, nd). Organizations cultures differ from one company to the other. In addition, multinational companies differ with respect to cultures and management. For example, Wal-Mart’s country of origin, United States of America, shoppers are greeted on the entrance, this is opposite to other countries, which has made the company get a balance to maintain its culture without alienating its potential international customers.

Basically, as held by Vesajoki (2002 in his research paper, different parts of the world markets create organization culture that involves around all cultural diversity elements to make employees feel respected and comfortable. Actually, Wal-Mart prides itself in America because of organizational culture uniformity and understanding. Shorish, (nd) notes that globalization has increased cultural sense in many organizations. As supported further by Shorish, (nd) the company tends to overdo business operations disregarding the role of culture in the globalized economy. Generally, the issues on cultures and globalization have received little attention to Wal-Mart. In part, the reasons why cultures are a problem to today’s international business relations is the fact that cultures are delicate, sensitive and in most cases diverse thereby being confusing. For organizations to know their globalized cultures, management must re-understand the whole world and know diversity, cultures, politics, races, ethnic backgrounds and the how there are manifested in their organizations. Hopper, (2007) highlight that cultural globalization usually affects the public, global events, business transactions, customer satisfaction and the cross-cultural products. In addition, as indicated by Hermans & Kempen, (nd) the world horizon opens up cross cultural business relations and globalised culture symbols. These need to be implemented into multinational and national entities.

The primary concern about cultural issues to Wal-Mart due to new globalization of cultures, is not only the unification of globe cultures, but is the tendency of the organization to “Americanize” these global cultures (Towers, 2004). Many of the company’s products are recognized as integral aspects of cultures. Similarly, many of the United States companies including Wal-Mart are expanding to the international markets fast than companies from other countries. This integration has caused adverse effects to the cross borders cultures identity. Towers, (2004) indicate that McDonalds Corporation is one example that can demonstrate the actions and strategies of Wal-Mart towards culture globalization. Globalization caused McDonalds Corporation to influence cross border habits and tradition change on food. Similarly, Starbucks, which also originated from United States changed cultural perception of coffee in many countries. Considering organizations structures, communication and management styles, many companies are influencing change towards uniform styles to all its international branches. Concerns that globalization actually leads to United States customs and values in Wal-Mart should not be overlooked given the today globalized culture (Hopper, 2007). According to Towers, (2004) the business philosophy of harmonizing organization structures, communication and management style remain a critical issue in the company. Though cultures have changed and evolved, globalization has driven cultural change. However, Wal-Mart corporation change in management styles, organizational structures and other cultural elements in organization, are essentially reflected by customer choice, preference, and the local cultures of market segments (Anon. nd).

Globalization and business ethics

Other than cultural change and global cultural identification, globalizations continue to be an issue and a concern towards business ethics (Hutchings, 2010). Across the globe, businesses are designing, redesigning and implementing corporate ethics programs to address issues regarding ethics, legal, social responsibility and global environmental conservation campaigns. Wal-Mart is not an exemption. Governments, international institutions, labor unions and civil rights activists have engaged in discussions on the role and the responsibility of businesses in the global community. According to Delener, (1995) business ethics especially in marketing entails detailed descriptions of standards, principles, convections, norms and morals governing business institutions and organizations operations. Hutchings, (2010) describes globalized business ethics as the wrong and the right as they apply within the international business environment. Many of international ethical issues are deep-rooted in the ideology that political systems, economic integration and development, cultures and laws vary significantly between countries to other countries (Delener, 1995). Actually, business ethics are regarded as two-sided blade and each edge can affect business operations and performance in their own ways. Multinational business enterprises can behave unethically resulting to harmful effects to the environment, erosion of market share and affect customers loyalty. International trade relations due to globalization have contributed to international procedures, standards and principle on the functional and the expectation of business community on ethical issues. Managers are faced with dilemmas on these ethical issues and unfortunately acting to fulfill their fiducially duties on shareholders neglecting responsibilities to other stakeholders in the global environment (Verstraeten, 2000). The fact remains that all managers act on their discretions to optimize shareholders objectives assuming other stakeholders expectations. In this regard, to promote business conduct operations should adhere to business and professional ethics, organizational ethics, corporate social responsibility, and corporate governance (Verstraeten, 2000). For instance, Enron and WorldCom failure shows how companies’ failure is highly contributed by the non-adherence to business and professional ethics e.g. scandalous practices. In this case, Wal-Mart is not an exception to the ethical problems in business relations. Business and professional ethics and code of conduct requires employees to act in accordance with the provisions of national, international laws and treaties. Business ethics should be clearly portrayed in all company’s dealings and operations acting within the frameworks of all laws. In fact, multinational companies such as Wal-Mart should adhere to fundamental frameworks on human rights including right to life, equal employment, fairness and justice. This become a problem since countries differ from the manner businesses recognize labor relation and business ethics.

Wal-Mart Corporation must operate within international business code of conducts and social responsibility. Globalization has developed new codes of conducts and the levels of social responsibilities. For example, supplying inferior goods without indicating on the quality of its product to its international markets is ultimately unethical. Moreover, international business ethics demand that managers uphold social responsibility by striving to promote quality of life and contributing to well being of all individuals and not destroying it (Hutchings, 2010). Therefore, globalization increases accountability on various unethical practices and social responsibilities. Due to globalization, the standardized quality and ethics have clearly established a close relationship between consumers and the organizations or between customers and the company employees.

Conclusion

Globalization refers to specialization in production, marketing, financial integration and investment in the global market segments. Based on the importance to endorse Wal-Mart growth and development, by increasing global markets share and vibrant international business relations, the company is influenced to analyze and evaluate various globalization concerns and issues. Global Cultural diversity and the business ethics need to be given fore front consideration to enable Wal-Mart expand efficiently and effectively in its global markets. It is evident that businesses around the globe are creating and implementing business ethics and cultural change programs to address the issues relating to legal, ethical, social responsibility, and environmental issues they face. Therefore, Wal-Mart corporations should adapt to the new globalised culture and business ethics rather than ‘Americanizing’ its business transactions, cultures, management styles and relations.

Recommendation

Globalization has become the ideal change process in today’s international business operations. There are numerous advantages on change in perceptions and attitudes towards globalization in all organizations including Wal-Mart Corporation. In essence, globalization is influenced and facilitated by advance in technology that includes communication and information sharing across the globe. Implementation of change in organizations depends on the effectiveness and the capacity of organizations leaders and managers to develop change at the global and national levels. Though the company got gold medal for maintaining employee safety and global culture entrenchment, Wal-Mart can implement change in cultures and business ethics through an initiative from attitude and perception change on employees (appendix three). For this purpose, the company can adopt on more transparent and open approach to change process especially to facilitate change in employees’ perceptions. In addition, the company could institute change committees that can oversight the change process. The implementation committee can visit or tour some of the recognized successful global companies such as General Motors and Ford Corporation. At the global level, there should be a culture and business ethics monitoring system or a department that is responsible and mandated to trace the volatility of the global cultures and required international business ethics. Ideally, changing the current cultural and ethics perception and attitude in the corporation is vital to growth, development and maintain the current level of market share. Similarly, changing Wal-Mart corporation culture and ethics will in return facilitate increased social responsibility and strengthens stakeholders’ relationships. These in return develop customer loyalty and strengthen brand image. In essence, the company should change and implement globalized culture and international business ethics.

Implementation plan

Growth and expansion of multinational companies, increased flow and inflow of labor force between countries, and advanced telecommunication industry has prompted companies to implement new organizations culture and business ethics. As noted by Griffin, & Moorhead, (2007) there is a positive connectedness between cultures and business ethics which is supported by organizations behaviors. Employees act unethically based on the foundation of culture in an organization. Changing organization local to global culture will automatically have an impact to adherence on international business ethics. Leadership and motivation play vital roles in implementing cultural change to all organizations. In their book, Griffin, & Moorhead, (2007) recommend behavior change and subsequently culture change. In an organization, this change can be implemented through the following plan/procedure.

I. Leadership acts as a pillar to cultural change process. Thus, achieving leadership commitment at all levels of management is the corner stone to facilitate culture change.

II. Organization must evaluate and recognize the present culture and identify organizations norms, values and behaviors required to facilitate cultural change.

III. Organization leaders and managers should assess the success or accomplishment of the change process.

IV. Fourth, an organization develops or formulates culture change process.

V. Leaders and senior managers are then held accountable to the change process. The Executives are to be responsible for the implementation process that includes changing values, norms, convections and behaviors of employees.

VI. Training and development programs are enacted to facilitate unfreezing of the existing behaviors that otherwise can challenge change process.

VII. Entity can develop and implement a feed back mechanism that can facilitate monitoring of change process including values and behavior change.

VIII. Set targets and standards. Employees should be coached through training to deliver feedback, and knowledge through developing desired values and behaviors.

IX. Communicate the change process and achievement progress to all levels of organization structures.

X. Finally, organization should measure, evaluate and control implemented culture change, and take appropriate actions incase of deviations.

References

Anon. (nd). Wal-Mart: how strategic management handled Wal-Mart’s reputation. Retrieved from http://www.awpagesociety.com/images/uploads/Wal-Mart_CaseStudy.pdf

Delener, N. (1995). Ethical issues in international marketing. Volume 4. London: Routledge

Furman, J. (2005). Wal-Mart: A Progressive Success Story. Retrieved from http://www.americanprogress.org/kf/walmart_progressive.pdf

Griffin, R. W. & Moorhead, G. (2007). Organizational Behavior: Managing People and Organizations. Edition9, Stamford: engage Learning.

Gunarto, H. (nd). Ethical Issues in Cyberspace and IT Society. RitsumeikanAsiaPacificUniversity. Retrieved from http://www.apu.ac.jp/~gunarto/it1.pdf

Hermans, H. J. M & Kempen, H.J.G. (nd). Moving Cultures The Perilous Problems of Cultural Dichotomies in a Globalizing Society.University of Nijmegen. Retrieved from http://www.huberthermans.com/101.pdf

Hopper, P. (2007). Understanding cultural globalization. Cambridge: Polity

Hutchings, k.2010. Global Ethics: An Introduction. Cambridge: Polity Publishers

Perry, M. J. (2007). Wal-Mart Gets the Gold Medal For Employee Safety. Available from http://mjperry.blogspot.com/2007/05/wal-mart-gets-gold-medal-for-employee.html

Reputation institute, (2010). The 2010 Corporate Social Responsibility Index. BostonCollege. Available from http://www.bcccc.net/pdf/CSRIReport2010.pdf

Shorish, M. M. (nd) Globalization and Culture. University of Illinois at Urbana-Champaign. Retrieved from http://home.hiroshima-u.ac.jp/cice/publications/shorish.PDF

Towers, D. (2004). Wal-Mart a globalized company. Retrieved from http://www.towers.fr/essays/Wal-Mart%20a%20Glocalised%20company.pdf

Verstraeten, J. (2000). Business ethics: broadening the perspectives. Peeters Publishers

Vesajoki, F. (2002). The Effects of Globalization on Culture. A Study of the Experiences of Globalization among Finnish Travelers. Available from https://jyx.jyu.fi/dspace/bitstream/handle/123456789/8059/G0000619.pdf?sequence=1

APPENDIXES

Appendix 1 (Reputation institute, 2010) Available From

Company Rank Global

Rank Company Corporate Social Responsibility Index (CSRI)

Company Rating

1 Johnson & Johnson 82.67

2 The Walt Disney Company 81.33

3 Kraft Foods Inc. 80.56

4 Microsoft 80.18

5 PepsiCo 80.15

6 Apple 80.11

7 Hershey Company 78.24

8 SC Johnson 77.62

9 Kellogg 77.60

10 Google 77.35

11 Caterpillar 77.24

12 Intel 76.98

13 Publix Super Markets Inc. 76.38

14 JC Penney 75.86

15 GreenMountain Coffee Roasters 75.77

16 Campbell Soup Company 75.74

17 Marriott International 75.49

18 Anheuser-Busch InBev 75.41

19 UPS 75.22

20 Adobe 75.17

21 AmerisourceBergen 75.17

22 General Mills 75.13

23 Clorox 75.12

24 Eastman Kodak 75.12

25 Fidelity Investments 75.06

26 Dell 74.92

27 Amazon.com 74.78

28 Avon Products 74.69

29 Lowe’s Home Improvement 74.67

30 Advanced Micro Devices – AMD 74.58

31 Unilever 74.50

32 Goodyear 74.40

33 Dunkin’ Brands, Inc. 74.38

34 Sara Lee 74.38

35 Yahoo! 74.38

36 Coca-Cola Bottlers 74.30

37 Deere & Co. 74.23

38 Procter & Gamble 73.91

39 FedEx 73.57

40 General Electric 73.42

41 New Balance 73.29

42 The Coca-Cola Company 73.10

43 Southern Company 73.01

44 Southwest Airlines 72.98

45 Texas Instruments 72.94

46 Medtronic 72.86

47 Starbucks Coffee Company 72.81

48 Hewlett-Packard 72.80

49 eBay 72.57

50 3M 72.52

APPENDIX 2


industry: General Merchandisers
Rank	Company	500 rank	Revenues ($ millions)
1	Wal-Mart Stores	2	315,654
2	Target	97	52,620
3	Sears Holdings	107	49,124
4	Foncière Euris	198	29,308
5	Federated Dept. Stores	262	23,347
6	PPR	288	22,075
7	Karstadt Quelle	305	21,004
8	J.C. Penney	339	18,968
9	Daiei	452	14,928
10	Marks & Spencer	493	13,909

Appendix 3 (Perry, 2007)

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Chiropractor

Many people suffer from back problems today because of the changes in lifestyle, whereby they spend most of their time working. Sometimes back problems are caused by accidents or diseases. Back problems limit people’s capabilities since they cannot perform to their full potential. My main objective is to ensure that people are in better health and that their backs are in good health. That is why I have chosen to study as a chiropractor. Many people mistakenly believe that back problems have to be cured by surgery or drugs but this does not necessarily have to be the case. A chiropractor corrects the misalignment of the spine, which may be caused by several factors. The malfunction of the spine and the spinal cord can cause different health problems, some of which may not be related to the spine itself. For me to do this however, I have to ensure that I get the best training available and that is why I have chosen Palmer West Campus, an institution renowned for its high quality and exemplary education.

Palmer West Campus has a strong academic curriculum and the sports fitness program, which they offer to their students. PalmerWestCollege deals exclusively with sports chiropractics. This is my area of interest and therefore it is the best institution where I can study. The Palmer West Campus is the only campus to offer the Cox Flexion Distraction and the Craniosacral elective techniques, which are especially important and which will help push my career forward. Studies at the campus include anatomy, neurology, diagnosis and physiology, all of which are relevant and beneficial to students. The campus has high quality facilities, which include the PalmerCenter for Chiropractic Research and the PalmerCenter for Business Development. Education at Palmer West Campus does not end with the attainment of a degree certificate but the college ensures that its graduates continue learning as new technology develops.

My goal is to continue with my education as a chiropractor. This will help me in life because I want to be the best in the field. I someday hope to open my own chiropractor office and help reach the unreachable people in the society. Some of the people having back problems suffer in silence because they do not know where they can get help. I hope that my office becomes a place where they can get healing. Education at Palmer campus takes place in the institution as well as in the community and I believe that this will prepare me since I will have learnt how to handle different people and it will expose me to different health problems. Sports chiropractors get a chance to meet some of the nation’s best athletes and I believe that I will get that chance once I finish my studies at West Campus and begin practicing. Part of the Palmer curriculum includes studies in business management, which are essential for any one who wants to open their own business. This will ensure that once I set up my own business, I will be able to manage it well and that it will succeed. I also aim to work with and offer my services to different bodies and institutions such as schools, retirement homes and hospitals. This will not only benefit the community, but it will also give me the chance to expand my education and gain relevant experience.

People do not have to suffer because hospitals do not offer chiropractic services. As a chiropractor, I will ensure that I take these services to the people regardless of their economic status. This is in line with the institution’s mission of serving with compassion. I am also interested in rehabilitation and therefore my services will not be restricted to a certain age. Palmer West Campus is not just about academics and students can engage in many activities. The campus is located in an ideal location that offers the students many opportunities. I hope that I will be considered for the chance to study in this institution because I will gain a lot from it. In addition, the institution is fully accredited by different academic bodies.

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Integrated Marketing Communication

Name:

Lecturer:

Course:

Date:

Integrated Marketing Communication

Facebook is a social site that allows one to share information with friends on the World Wide Web, or internet that can be shared across the globe. Face book allows people to post information such as pictures, videos, events among other information. Advertisement in facebook helps one reach out to all people across the world, and could be very effective in campaigns since it allows connection of information to friends, who share it with other friends. In this campaign about climate awareness where Oxfam is asking people to upload three things that they would like addressed in the 2013 climatic issue, would reach the targeted people easily, at a low cost, considering the popularity of facebook and other social networks (Treadaway and Mari 205).

Facebook can work well for this tactic, since it is a social networking site, where people with similar interests, or share a relationship can communicate through instant messages, email and sharing of pictures as well as talking about themselves, and inviting friends for events. In this tactic, facebook would be ideal since the campaign intends to inform people about environmental changes through sharing of information and uploading pictures to make an album. Uploading a picture on face book is easy, and so many people can do it at the same time.

Uploading a campaign involves few easy steps, the first being to upload the information about your campaign, then click on the share menu, and choose share with friends. On the page, one can put a click button such as ‘share’, or ‘like this’ and those who would be interested will automatically view your campaign, and they can choose to share it with their friends, who in turn will share with their friends on facebook, and a network that spreads to many will be established. When each person interested posts their photos and three things they would like addressed, Oxfam will just make an album from them since they can access all as opposed to traditional ways of making albums.

The reason facebook is a good idea to use for this tactic is because it is a social site connecting friends, and they could easily influence each other as opposed to a company seeking to win followers. People will always trust their friends, and an event that friends are participating in will always attract more people. This way, Oxfam will be advertising its campaign to the whole world through connecting friends.

Another reason that makes ideal to use facebook is the number of people using it daily, especially the youth, who are the major target in this campaign. According to Owyang, there are many people using social networks, about two thirds of youths in North America use everyday, while a third of elderly use it at least once a month. In other countries, figures are also high, and keep increasing every single day. With such a big user, Oxfam can be sure to go across borders from their office, and reach the targeted audience without much effort since people create awareness among them selves.

Social networks involving sharing of information are free of charge, except the ordinary internet charges for going online (Owyang, 2008). This would make it ideal to create their awareness without cost, and it would go further than using other advertising methods that are costly. In facebook, people spread information through without costs, and more so, it is faster than other ways of communication such as print media, and posts. It takes time to develop a print advertisement or a poster, which will require time to cover several areas, while posting the same will take a few minutes, and reach people across border in a moment, yet, at no cost as opposed to traditional methods. Facebook would be ideal for this tactic since it achieves the desired outcome of uploading the pictures, and reaching out many people, while at the same time allowing people to comment and chat about the campaign.

Works Cited

Owyang, Jeremiah. What makes a Successful Marketing Campaign on Social Networks? web-strategist.com, 20 Feb. 2008. Web. 12 May 2011.

Treadaway, Chris, and Mari Smith. Facebook Marketing: An Hour a Day. Indianapolis: Wiley Pub, 2010. Print

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Slavery in North America

Slave trade is the trade in human beings where a human being was owned by another. The ownership was legal and the owner had rights over the slave. The slave was not allowed to escape and was supposed to work for his/her owner without any choice. Slaves could be bought or sold at the discretion of their owners. In ancient America, the most common form of slavery was where a person was a prisoner of war or a debtor. As a debtor, one would be enslaved to his creditor until they worked their debt off. After a war, prisoners would be taken from the defeated side and they would be made slaves of the victors or worse still, human sacrifices. Slavery and slave trade was the most inhumane way that a human being could be treated and the end of it saw the development of society.

Slavery grew in North America due to various reasons. Among the reasons was that it provided cheap and readily available labor to be utilized by the natives then to cultivate. The slaves who were mainly African, had come with a crop that was strange and new to the natives and they had the skills and the knowledge to utilize the land, especially in the swampy regions of Carolina[1]. This made their demand higher and the Europeans went to Africa to get more slaves each year. The slaves benefited the Europeans by providing cheap and available labor and ideas and assistance in the agricultural sector. The Europeans grew richer since the sold the rice for high prices and had no expenses in terms of labor costs. South Carolina for instance soon became overcrowded with slaves since the rice business was booming.

The imposition of this mass exploitation on the African slaves took massive and brutal force. Slavery also became a booming business in the north due to the growth of cotton. In the nineteenth century, cotton was a very valuable commodity and due to the British industrial revolution, the demand for cotton grew extraordinarily. With the invention of the cotton gin, the processing of cotton was guaranteed to be cheap and therefore reduction of costs was the key idea. The Europeans therefore, sourced for more and more cheap labor, through slaves and this ensured that they paid no costs in labor and they paid very little in production. However, they sold the product at very high prices and therefore made extraordinary profits. Slave trade also grew in North America since, during the industrial revolution, the prices for slaves went high due to their demand. Europeans who owned slaves started selling the slaves among themselves. This made sure that they earned abnormal profits since they could sell very small portions from the slaves they owned and earn much[2].

Slavery expanded more in the south than in the north because of one main reason; agriculture. North America did not have the flat fertile lands that the southern part of America did and therefore slavery could not develop there. This is because; the main reason why most slave owners had slaves was to use their free labor in their farmlands to cultivate. They also used greatly the slaves’ knowledge in agriculture. Due to the absence of farming lands in the northern part of the state, the slave trade diminished slowly since they had no demand. Most of the settlers in the north kept a few slaves for their personal use in the daily chores around their large chunks of land. The introduction of the industrial revolution also made slave trade unpopular in the northern part of America because, slave labor was replaced by machine work.

Slave trade also became unpopular in the north when the colonies were turned into the first states. Before all the thirteen colonies were turned into states, slaves could be found in all the colonies. When the colonies were turned into states in the year 1780, the states in the north began to outlaw slave trade led by New Jersey in 1804. During this period farming and agriculture was booming in the south with the help of free labor from the slaves. This also explains why the slave trade abolishment was received with so much resistance in the south by the settlers.

The weather conditions also made it quite unfavorable to keep slaves in the north. This is because in the north, there were colder winters than in the south. Therefore, this meant more food and clothing for the slaves lest they died of disease. This proved costly after a few tries and therefore the northerners had to do away with the slaves they had and sell them to their colleagues in the South[3]. In exchange, they received cotton, foodstuffs and tobacco just but to name a few. The climate in the south favored slavery since the winters there are warmer and this meant that there were no costs for keeping the slaves warm. Food was also ready available since it was cultivated for subsistence as well as for sale.

Two kinds of laws were made concerning slavery. Those that were made to enable it and those that were made to stop it. Black slaves were considered non-citizens in America. They held no legal right and it was a white controlled and ruled society. Among the laws written concerning slavery, there was a law that termed slaves as being non-persona in the state. This meant that slaves were recognized to have no identity no name and no title. This also meant that slaves could not own any property and therefore could not leave it to anyone and that any property they acquired by any form belonged to their master. The law excluded slaves from any civil activity, from having any rights, from marrying and rendered slaves as goods which could be sold, transferred or pawned as personal belongings.

In Virginia, laws against slaves were introduced in 1662 where black women slaves’ children were to become slaves like their mothers. They also ruled that any child born of a black woman regardless of the father was to be termed as black and therefore having no rights. The law also declared punishment and fines on any white found to have had sexual relations with a black man or woman. In 1669, another law was enacted warning slaves that they could be killed if they offered any resistance while being punished. In South Carolina on the other hand, different laws meant to oppress slaves were introduced to term slaves as personal property of their masters. The laws also described a slave as a good that could be traded in by the master in any way possible. Slaves were also warned not to try to escape or redeem themselves by changing masters. In South Carolina, the laws against slaves also restricted slaves from making any contracts and claimed a slave to be hereditary[4].

The Thirteenth Amendment to the constitution of the United States constitution is another law that addresses slavery but this time abolishing it and forbidding its practice. The law, passed in 1865 restricts slavery or forced labor except when it is administered as a punishment by a court of law for a crime committed. The Fourteenth Amendment was also another law that empowered especially the black people since it gives express rights to any person born or naturalized in America to be a citizen of America. It also restricts individual states from restricting citizens in any way or deprives them of their liberty, property or life. The law also talks of the requirements of a person when vying for a state leadership position.

Slavery is expressly mentioned in the American Constitution specifically in the Thirteenth Amendment where it is restricted and any person wishing to practice it strictly warned against it. Slavery was a societal ill. It was a system where people were ill judged and where slave owners had no value for human life. It was a system where people were viewed as having less value than others have and were treated like trade goods, commodities or personal possessions. Slavery had existed since the beginning of civilization and the greatest decision the world ever made was to put an end to it. Though other parts of the world still practice it, majority of the civilized nations in the world have eradicated it.

Slavery had numerous disadvantages especially to the slaves since it contributed in the tearing apart of families and communities. Mothers and fathers were taken away from their children who were left suffering. Slavery also depopulated the bases of labor in the regions where the slaves were acquired. This left the regions unproductive and with no people to contribute to development. This hindered the economic development, especially of the regions where slaves were acquired. The slaves were mishandled and transported in inhumane conditions while shackled together. They had meager quantities of food if any and water was a scarce resource. They did not have lavatory equipment and thus they lived in their own filth for very long periods[5].

Slaves were treated as trade commodities and they were traded for hard labor and no pay. Some Africans and other natives from slave producing regions coveted European weaponry and property and sold their fellow natives to acquire wealth. The treatment was harsh and inhumane. The trade went contrary to Christian teachings and this made the native Africans not trust the missionaries. Most Europeans who came to Africa for the slave trade, died of tropical diseases since it was a land that they knew very little of. The end of slave trade brought peace and prosperity to many nations. It also brought unity between the blacks and the whites and the efforts that have been done world over to end it have contributed greatly to world peace.

Bibliography

Donald, Leland. Aboriginal slavery on the Northwest Coast of North America. Fresno, CA: University of California Press, 1997.

Küpper, Stefan. Slavery in North America and the West Indies: An Attempt of Comparison. London, UK: GRIN Verlag, 2010.

Morgan, Kenneth. Slavery and servitude in colonial North America: a short history. New York, NY: New YorkUniversity Press, 2001.

Morgan, Kenneth. Slavery and servitude in North America, 1607-1800. Midlothian: EdinburghUniversity Press, 2000.

Rose, Nichols. A documentary history of slavery in North America. Athens-Clarke County, Georgia: University of Georgia Press, 1999.

Smith, Michael. Slavery in North America: from the Colonial period to emancipation. Volume 4. London: Pickering & Chatto, 2008.

[1] Stefan Küpper, Slavery in North America and the West Indies: An Attempt of Comparison (London, UK: GRIN Verlag, 2010).

[2] Kenneth Morgan, Slavery and servitude in colonial North America: a short history (New York, NY: New York University Press, 2001).

[3] Michael Smith, Slavery in North America: from the Colonial period to emancipation. Volume 4 (London: Pickering & Chatto, 2008).

[4] Leland Donald, Aboriginal slavery on the Northwest Coast of North America (Fresno, CA: University of California Press, 1997).

[5] Nichols Rose, A documentary history of slavery in North America (Athens-Clarke County, Georgia: University of Georgia Press, 1999).

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A Modest Proposal

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A Modest Proposal

A Modest Proposal was written by Jonathan Swift in the year 1729. The main reason for writing the proposal was to provide a remedy to the issues surrounding poverty and unemployment within Ireland. This was a proposal to eliminate the beggars from the streets. The writer voices his frustration at the laziness of the Irish leaders and the poverty levels of the citizens. His main task is capturing the audience who refers as not witty and to free Ireland from British rule. The writer provides solutions to the poverty problem explaining in depth and resolves to create food for the starving generation.

Swift blames the Irish citizens, the British and the Irish citizens for causing their own dismissal condition. He insults them for not dealing with the countries problem but instead ignoring. The writer makes a list of reasons to blame everyone within the country. His resolution is to completely separate Ireland from the British rule and advise the Irish citizens not to be like the Britons.

The writer starts his satirical proposal by expressing concern to the families that sit alongside streets with their children to beg for food from passers by. He highlights that this people engage in begging instead of doing work with his or her own hands. The people spend the whole day harassing passers by for food for the infants. Swift further talks of the risks involved in exposing the children to such livelihoods. The risks involved are that the infants learn to become thieves when they grow up and rob people since this is what they have been taught. The children engage in theft in order to make money to finance their basic needs. Secondly, the children after growing up leave their country to fight for another nation or offer themselves to the Barbados.

The first remedy provided to solving the poverty crisis. The women were advised to get pregnant, deliver and take care of the infants and later sell them to people or butchers. The females would not undertake an abortion but would deliver safely and take care of the infant until they weighed twenty-eight pounds. On reaching the weight, they would be marketed for ten shillings per infant and the mother would be wealthier. The mother will be ten shilling richer and fit for work until she produces another child. The writer declares himself as having computed the charges of solving poverty issue.

Swift estimates the amount of meals the infant meat would make stating it will make four meals and will make him a popular property owner among his tenants when he invites them for diner. Further, the child’s skin will be used to make gloves for the women and boots for the men. Swift also discusses the opinion his friend offered him. It states that teenagers not exceeding the age of fourteen can also be a delicious meal. However, he denies stating that their meat is not tender and the taste is not desirable even after trying to fatten them. When offered the opinion of substituting the female he is denial stating they are the bearers. Decreasing the female counter parts would be hazardous and a big loss since their will be no bearers to more children for sale.

The writer writes down the advantages of the proposal according to his point of view. Firstly, he says it will lessen the number of the people who when grown up leave for other nations instead of helping their native nation. These people leave for England to serve in their territories. Secondly, poor tenants will afford the rent after making sales and afford other form of wealth. Thirdly, the maintenance charges of the infants will be reduced after the first year. This is after selling the infants to the butchers.

Fifthly, a new meal will be introduced to the people and the taverns will acquire new customs. The vintners will compete to produce the best receipts for dressing the meal to perfection. Many people who adore good cooking will frequent the cookhouses for great meals. Sixthly, the export sales will rise in view of the fact that more infant meat will be exported to neighboring countries and the meat will serve as good meals for the mayor’s feast. Lastly, marriage would be valued by the couples in the marriage. Laws and penalties will not be enforced since mother’s care will increase on the children. The mothers will have to maintain their children well and ensure their health is good in order to gain more pounds after selling them.

Jonathan Swift sees no objection to the opinions he gives as remedies to solving the poverty crisis. The only disadvantage he sees is the kingdom will have a lesser population. He emphasize that the proposal as a visionary thought, economical to implement, new thought, in complete control of our will power and efficient. The population will be controllable since it will be less and there will be no beggars on the streets. He states the plan as economical since the parents will gain value for their sales of infant children. Secondly, he termed it as complete in the control of the citizens because no law will be implemented but people will willingly contribute to adapting to the proposal. Thirdly, suggestions are that the provided solution is a new and fresh idea that he is optimistic must work. Fourthly, he encourages the act, as it is a solution to creating new meals and offering job opportunities to the vintners and the people selling the infant meat.

Jonathan’s suggestions are optimistic since they will enrich the nation but are not inconsideration of humanity preservation. It is a fact mothers will become richer and maintenance expenses reduced but it is not a good solution. The suggestions undermine human dignity and refer them to sources of making money. Humans are transformed to commodities for sale. His opinions clash with the present values of maintaining human dignity worldwide.

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Planning for strategic adaptation is an important factor in individual success

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Planning for strategic adaptation is an important factor in individual success

“Failing to plan is planning to fail” the common phrase applies to individuals who do not plan for their actions. An individual should be disciplined and competent in order to be successful. The first step is always the determinant of the future actions. The numerous changes brought about by technology cannot be confronted by an individual without a plan hence it will be impossible to succeed. A plan is a tool of control; it acts as a director towards success. For that reason, planning for strategic adaptation is an important determinant of individual success in environments requiring high levels of competence and discipline.

The process involves making decisions and putting up measures for enhancing success against predictable changes in the environment. The decisions reflect the personality of the individual, where they are headed and the reasons behind their plan. Use of technology has enabled the individual become competent nowadays. With the adoption of technology in business, socializing and communication there is an increased need for strategic planning for the adaptation is long overdue. However, the user must be conversant to using it to advance their success. Individuals not conversant to the use of technology in the organization find it difficult to operate under dynamic environments.

Use of technology has cut down costs and made communication and socializing affordable while increasing the level of efficiency. Planning for strategic adaptation is essential for people who desire to perform in dynamic environments. It would include examining the proficiency level with the required skills and making an effort towards acquiring the right skills in order to perform optimally even in changing situations.

Planning education for strategic application is also a major key towards attaining success. The desire for improved production in the society and the changes in technology offer new challenges to people. Those caught in these situations are alert of the need to adapt consequently for them to be victorious. People need to acquire the right skills in their area of specialization in order to fit in the changing job market. Remarkably, technological advancements motivate individuals towards acquiring the relevant skills in the place of work and in the society. The government in general is responsible for ensuring strategic planning for adaptation on education. It ensures that people acquire education and the required skills. Examples, in Vietnam 4000 people were employed by Intel Company to fill the vacancies in their new factory leaving out other Asian countries. The reason was that the Asian country has strong education policies and programs (Vital 2008).

Vietnam country prioritizes planning for educational structure hence creating and maintaining good academic foundations. The students are equipped with academic and practical knowledge, to help them in their future. Through the strategic plan the country has set up the students are able to conquer the job market because they are highly skilled. After the acquisition of these jobs, the Vietnamese employees are able to advance their life that is termed as individual success. Personal development comes from attaining the right skills and applying them in the workplace with the view of contributing to the organization goals. Acquiring education and skills places an individual in a situation where they can cope with future changes. A person adapted to change has more opportunities of being proficient and capable than the one not used to change. When capacity is developed in people, they become more competent efficient in their work. They succeed highly when empowered and free. Therefore planning for acquisition of relevant skills would double the chances of success.

Strategic planning for adaptation cultivates the desired foresight and discipline required to be successful. Planning for counseling students boosts their success in school and in the work environment (Gysbers 2008). The students are able to see the connection between their class work and the actual career requirements in future. An example is shown in the book “individual student planning in the United States: rationale, practices and results. It shows entirely the connection between making a plan for the anticipated change in career and high probability of personal success. The students should be disciplined in their studies; this can be made possible by being able to manage time and resources. When students learn how to manage their time and resources well this increases their chances of succeeding in their future careers. An accurate plan of time and economical use of resources is defined as discipline that leads to an efficient strategic plan for the future.

Conclusion

Planning is the process of identifying the direction one wants to head and the things one wants to achieve at a stipulated time. Planning for strategic adaptation in education provides a strong foundation for individual success since it enhances discipline. It is an important step for individual success in changing environments. Planning for adaptation cultivates important requirements of performance. By refining competence and discipline, planning for strategic adaptations enhances opportunity for individual success. Governments should be the major planners; it should plan strategically the education sector for adaptation to promote success among its citizen. They should offer strong educational foundations for the students.

References

Gysbers, N. (2008). Individual Student Planning in the United States: Rationale, Practices, and Results. Asian Journal of Counseling, 15 (2); 117–139

Vital Wave Consulting, (2008). Affordable Computing for Schools in Developing Countries. Retrieved May 13, 2011 from Virtual Wave Consulting website, http://www.vitalwaveconsulting.com/pdf/Affordable_Computing_June08.pdf

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American History

The publication accords the Beringian relocation hypothesis to the large Asian population present within the American continent. This movement is believed to have been conducted between twenty-five thousand million years and thirty thousand million years ago. The period is placed within the Pleistocene era that marks the last section of the ice age. The initial Asian migrants form the basis of the Native American linage in America and the relocation was mainly conducted for grazing pastures. The group accessed America through the Beringia glacial strip that directly linked the northern part of Siberia to the Western part of Alaska. The Asian group crossed over from their native land through the BeringBridge and a settlement that lasted for fifteen thousand years was instituted, accounting for the differences in physique and genetic constitution from the other Asian tribes.

The given migration strip was most preferable for relocation due to the size and weight of the animals, and the climate was more friendly to both the animals and the humans. The Beringian Strip as proposed by Joseph de Acosta in the period 1590 was well able to support the animals, namely buffalo, proboscideans, mammoth, lions and mastodon, without being submerged. The snow and glacial matter covering the Beringia route was very light allowing for small shrubs and grass to be present and this acted as food for the animals. Later, Enrico Martin supported the existence of Beringia by noting that, efforts to fit the strip within the Eastern side of the American continent has proved futile due to lack of tangible evidence and thereby according the connection as existing within the Western part of the land mass. The Asians therefore were the only group that could be fitted within the migration route. The Asian migrants are believed to have evolved into the Indian tribes the occupied Native America before European invasion.

From the settlement period, the Indians had largely multiplied in number and therefore accorded their settlements in form of groupings that with time moved into the interior of America in three large groups. The initial group occupied the Mid-Atlantic region and they were referred to as the Lenni Lenape. This title was replaced with Delawares with the invasion of the Europeans in America. The second group moved southwards with an inclination to plains where they settled; the group was termed as the Dine whose name was changed to Sioux by the White settlers. The last group initially referred to as the Dine and later as Apache settled and occupied the southwestern regions. With the continent largely belonging to the Indians, the groups spread in terms of number and culture formations; as the Europeans ventured into America, the people had at least two thousand cultures. Bernaba Cobo a great scholar in the period 1650 expressed views that the immense languages and cultural groupings of the Indians can only be accounted to the fact that the people has inhabited the region for a rather long period, perhaps tens of centuries.

With the variant languages existing between the native Indians, scholars note that excavations and early studies have revealed that the early migrants had ebony hair with dark eyes that were shaped as almonds. Their skin was dark brown or black with the red and yellow Indians being but genetically modified descendants perhaps due to factors such as climate and food patterns necessitating DNA modification. Dental formulae of these early Indians have been linked to the Asian people as perfect similarities have been noted between inhabitants of northeastern part of Asia and western part of America. Blood groups of the initial migrants were largely O and A; this has been maintained largely within the Indian tribes, especially those that have not been prey to inter-racial marriages. These differences are believed to have taken at least twenty-thousand years before any genetic, skin or dental variations could be noted.

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Electronic Marketing

Customer Experience Delivery

“Ensuring that customers get what they want is called a service quality. Managing service delivery is the single most effective means of differentiation among companies” (Personal Writer, 2005). In delivering good services and experience to the customers, development of services and design of the service itself must meet the demands of the customer. While formulating the design of their services, Tydii Company needs to conduct situational analysis aimed to find out what the customers expect of them. In their situation analysis, finding out what cleaning jobs are most tiring for their customers and ones that they would like done for them, would aid the company in designing how it would offer the services in a better way. In Tydii Company, their mission is, “to provide a professional home cleaning service in a friendly, honest & reliable manner which not just satisfies but delights our customers,” (Tydii home cleaning, 2011). With this mission statement, customers will be expecting to have a good relation and experience from their services, and probably consider having their services again, and they should ensure that the services meet this mission statement

Design

To achieve this relation from their website, they need to consider revising its design, content and its service quality. The design of their website should include the information the customer needs, it should be clear, and one should sport the information they need as easy as possible. Tydii should use more pictures that have natural background to look friendlier and those that show their work such as nicely washed windows, kitchens, and good interior, rather than just words when one clicks to a menu item.

Content

It terms of the content, the company should provide clear information that are customer oriented, or tend to address the customer more as opposed to talking about them, such as how their houses should look in order that they enjoy its comfort more. The content should be able to support its claim about what they do, and this can be done through using other customers to testify and third parties such as connecting through other sites that could recommend it. The website should engage the customer to a dialogue such as questions that they could answer, and allow them to ask question that could be answered by the customer representative.

Service development

Development of services needs to be rapid, and customer-oriented. Currently, customers are inclining more to companies that develop their services, in order to have new experiences that satisfy their needs. The service in their website should be improved, such as using a search-optimization tool to enable customers to search more information about their interests would be an added advantage for Tydii. Offering third party in the service would encourage more people to use their site, such as including latest technology for cleaning such as newly advanced appliances. Such extra information would be an added advantage to have good relationship with the customers. Development of services needs to be rapid, and customer-oriented. Currently, customers are inclining more to companies that develop their services, in order to have new experiences that satisfy their needs. When developing services or goods, companies should consider what the customers want, how to deliver it, and the specific design that would appeal to them, as well as the changing trend of the consumers of the service. When this is clear to the company, they will be able to develop new designs of their services that are current to customer needs. In Tydii Company, it would be worth finding out the current house trends and needs of houses, furniture and fittings, and how best to handle them since different fittings will require different types of cleaning.

“Customers always have an experience when they interact with a firm. The question for managers is whether the firm is prepared to systematically manage the customers’ experience or simply hope for the best,” (Haeckel, Carbone & Berry, 2003). Three fundamental principles that are used to create a distinctive customer value are identified. The first is Fuse experiential breadth and depth, which they say could begin before a customer interacts with the organization. In Tydii Company, before a customer gets into the company website, they already have an experience that they expect, mostly due to its mission statement. The breath refers to the stages a customer goes through in the experience; hence, the website must provide easy steps to access the information. The second principle is using mechanics and humanics to improve function, where customer experience is gained through humanic and mechanic clues, such as pictures of a highly clean house that show the quality of their services. The third principle is connecting emotionally, where organizations can use a series of clues that could provoke positive emotions such as affection such as children playing and enjoying a nice house or beautiful interior (Haeckel, et al., 2003). If these three principles were used in the delivering of services by the company, it would be customer oriented; hence, an experience would be delivered to its customers.

E-CRM strategy

How can the internet be used to support the different stages of customer life cycle?

A good eCRM should have a website with well-organized internal processes, so that the customer will feel at ease using the website. Electronic customer relationship management (eCRM) is designed to increase customer satisfaction services in the online marketing. eCRM is an effective tool used for addressing customers, increasing mobility amongst products and supplies, since customer relationship marketing can enhance customer retention, more purchases and reduced the chances for customer switching to other products is achieved (Sigala, 2008).

When developing the eCRM strategy, the company should consider several factors that would ensure the satisfaction of the customer thus enabling the customer life cycle. The target audience is one of the considerations, where Tydii Company would be targeting home and office owners who need their services (Tydii home services, 2011). A good eCRM should consider how easily the audience could have access to the internet, Home users will prefer to have very easy navigation, which can help in locating information easily, such as having all needed information in the home page menu. Other design considerations could include sound and video clips, which could aid the customers more.

What is your CRM strategy to develop your MGC and MVC in the TYDII company?

When these considerations are addressed, Tydii Company can ensure a good relationship with the customer. In managing the strategy, the organizers should put into consideration to build a good design that will be attractive to the customer, easy to use and navigate through (Vyas & Patel, 2004). Accompany needs to consider several factors in managing eCRM such as, integration of company internal and external processes, so that customers can access the information they need in an easy and quick way (Vyas & Patel, 2004). The internal processes should be well organized so that customer can be at ease when using the website. The organization of the data, where, “The flow of data from the web site into company’s data source is of crucial importance, not only for organizational purposes, but also for ensuring that the other various functions areas that manipulate data,” (Vyas & Patel, 2004). Availability of the data to the company is crucial to ensure that they have the needed information, and should be in a way that allows all departments to access it. The external processes, which are targeted to the customers, are of most importance since they are the selling point. A company must ensure accurate information of these processes. The company should find out what information is of at most importance to the customer, and put it at the most accessible point in the website.

Approached to implementing e-CRM (4 steps)

In the implementation of the strategy, the company will need to:

a) Ensure that the above considerations are well addressed.

b) Furthermore, it should consider creating customer-oriented culture in the organization, so that customers can be treated well.

c) Developing way of assessing how successful the strategy is through feed back, and from customers, who could be asked to answer questions about how they feel about the services, as well as they ask their questions that would help them understand the organization better.

d) Tydii can use managers to assess the satisfaction of customers through inquiring whether the service was good.

The IDIC approach to relationship building

Another consideration to be made is the IDIC approach to relationship building. Interactivity may not be achieved through the eCRM as it would be achieved in a retail market where customers interact with the retailers. However, individualization in eCRM makes a customer feel welcome to the company, just as one would welcome a customer to the shop. It is important to note that eCRM cannot replace retail interaction with personalizing the website, since human interaction will always be stronger as opposed to eCRM individualization.

Marketing mix strategy integration: On-line & off-line

Tydii needs to set goals that are customer oriented in their campaign since currently, many businesses are making use of online marketing, and most are changing to this type of marketing and some are ignoring or putting little effort in the offline marketing. “Online businesses can benefit from traditional “offline” marketing such as direct mail, Yellow Pages ads, display ads, etc. just as brick-and-mortar businesses can use the Internet to promote themselves and get more business,” (Rijk, 2005). If both are integrated, they could be of much benefit to the organization, and could help in maximizing marketing hence more returns. It is important to note that about 65% of customer who use online services research on the product online, but when it comes to purchasing, they will prefer to visit the store (Rijk, 2005).. This serves to show that integrating online and offline marketing complements each other. Tydii should adopt this goal since it is a good marketing mix.

Integration into overall media schedule

Integrating the digital marketing mix such as the website where items are shown, and prices indicated is easier than going to ask for prices and looking around for the products offered. In campaign planning, it would be very easy to inform people about it online, where people who are interested would learn bout it online, which is better than traditional methods. Integration of overall media schedule would serve to reach all consumers, whether online or offline. By using integration of overall media marketing, a company would be opening many channels for its business, and this would cover all targeted audience better than relying on a single channel.

Segmentation and targeting

Tydii should segment their market in terms of office, where they address the services needed for an office by themselves taking into consideration the time that is appropriate for the office, and the services they need. The message should be developed according to the target customer, where for offices they need a more official message as opposed to domestic customers who will want a message that is casual and friendly as well as simple.

Budget and selecting the digital media

In marketing, budgeting is crucial during evaluation of performance, and timeframe would help a company know how fast its strategy is working, while monitoring and evaluating the channels will help in keeping up with the current tends of markets or consumers, and for future planning. In and business, a budget helps to control the expenditure of a company and outlines a plan for the future, where it seeks to know the amount of finance it require to fund its operations effectively and achieve quality, at a stated time, and this timeframe will help in assessing of the company success. In monitoring, the budget will need to be followed, and the timeframe as well, so that a manger can be in control, since if these two factors are not followed, control of work may not be possible. After a given timeframe of a specific task, such as three hours of cleaning for two men, in Tydii Company, a manager can evaluate their work through finding out what time they finish, how much input is used and how the results are. In evaluating channels, managers can record the data of each channel such as how many consumers use it, when, or which particular places it is mostly used. This would help compare which one is least performing and which is performing well.

Offer and message development

The message needed for its campaign should be understood by everybody, and this means making it simple and clear. Many people will be drawn away by complex messages that tend to exclude some, and only include a few. The message should put into consideration both the office and the domestic audience to incorporate interests of both in the message.

Campaign insight

Several simple ways of having, a good campaign insight in this strategy is using clicks in the website, and one could view later how many the company receives, and could be used to compare to other industry leaders, such as James home services, who are their competitors. Campaign insights can help increase awareness of a brand to the customer.

James homes services brief SOSTAC analysis

James Homes Services include house cleaning, windows, carpets, lawn mowing, pet grooming and car details. It is a competitor of Tydii Company in Australia. A SOSTAC analysis of the company is as follows,

Situational analysis

Currently, James Homes services has an electronic marketing channel, which is designed to offer easy access of its profile online, where customers can purchase their services online, offers extra information bout its business, and also incorporates eCRM where it has competitions on their website designed for customers to win prizes. It also provides third party information to customers

Objectives

Their mission is to provide the highest quality to customers and make them happy and is willing to rectify what they do wrong. The company aims to market its services well, and uses feedback method to know how best to improve them.

Strategy

The company has selected its target well, where they have targeted the domestic homes, and has targeted particular audience such as pet lover, and offices are targeted. They have segmented their services for each particular customer is addressed. The company has positioned itself high in the customers mind with its website design as well as services description, and has positioned themselves as transparent and determined to make customers happy.

Tactics

The company has a good strategy meant to achieve its goals, where it uses franchising to train its customers on one area of specialization such as garden trimming, and later the customer would offer their services to others, and earn from it. The company’s marketing strategy is integration of online and offline marketing, where people can get their numbers from website and call the offices.

Actions

The company has specialized employees who have specific duties such as lawn mowers, car washers, and pet groomers and pest controllers. This serves to execute the action easily. This helps to ensure smooth running of operation.

Control

The company keeps control of its services provided to customer through feedback from customers who comment on the quality of services provided to them. This helps assess whether the company is achieving its goal of quality to the customers (James home services, 2010).

References

Haeckel, S. H., Carbone, L. P., and Berry, L. L. (2003). How to Lead the Customer Experience. Retrieved from http://www.wehner.tamu.edu/…/How to Lead Customer Experience pdf

James home services. (2010). James’ Home Services Customer Service. Retrieved from http://www.jameshomeservices.com.au/customer-service

Personal Writer. (2005). Service Delivery and Customer Experience – Analytical Essay. Retrieved from http://www.personal-writer.com/sample/marketing-essay/service-delivery-and-customer-experience-analytical-essay

Rijk, L. (2005). Integrating Online and Offline Marketing Efforts. Retrieved from http://www.advmediaproductions.com/newsletter/NL_integrating_marketing_efforts.html

Sigala, M. (2008). Developing and implementing an eCRM 2.0 Strategy: Usage and Readiness of Greek Tourism Firms. Vienna, VN: Springer Vienna.

Tydii home cleaning. (2011). Tydii home cleaning. Retrieved from http://www.tydii.com.au/

Vyas, P. H., & Patel, A.V. (2004). Customizing eCRM Strategy in e Marketing. Delhi Business review, 5(2), 67-78.

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