This assignment allows you to determine the specific details about the Essay

This assignment allows you to determine the specific details about the fictitous company in order to conduct an environmental scan of this company - Essay Example The two owners take care of the managerial aspects of the business, including financial forecasting; accounting and dealing with suppliers and buyers (there are no other salaried employees). Right now the business is facing great competition from rival manufacturers. As the operation is relatively small, producing only 6,000 units of output per month, they cannot enjoy economies of scale that are available to larger manufacturers, these manufacturers also have more clout over their suppliers (or have integrated backward operations) allowing for a lower cost of raw material which translates into lower prices for their customers. Similarly, challenging is the inflow of imported manufacturing parts from economies like China, Japan and Germany which can compete at prices lower than local prices. Government policies enhancing free trade and lowering of trade quotas means that without legislative protection, they have to introduce more efficient and effective ways of processing if the business is to remain afloat. The relative competitiveness in the market along with threat of new (more powerful) entrants will decide whether the business can continue to run or will have to be shut down. With the recession of 2008, the economy took a severe downturn and because of financial security concerns, the banks were reluctant to hand out loans to small businesses. The two partners started their business on self finance and in order to introduce new technology or managerial staff to run their business they will need more resources than they have on hand. Their focus for the past few months has been to form strong relationships with their current customers, including car dealerships, repair shops and the used car market, through strategic marketing and PR platforms. But at the moment they cannot gain customers in the car manufacturing sector as they don’t have the capacity to bring in large orders of

Dyson Marketing Communications

Dyson Marketing Communications Dyson Appliances Limited is a UK based company which is a market leader in selling vacuum cleaners in UK, US, Australia, Japan and rest of Europe. It started marketing its vacuum cleaners in 1993 in UK. It has been branded the No.18 consumer superbrand for the year 2010 in UK. Dyson is not known as a manufacturer of electronic products but has been acquainted to the public as a technological innovative company. Innovation and invention is the heart of Dyson Ltd. It This private limited company was founded by James Dyson an industrial designer. To make the most effectively and world wide selling brand of vacuum cleaners is the mission statement of Dyson Ltd, with time Dyson has evolved into other products in the same home appliances category as the Washing machine, Bladeless fan and hand dryers. Being a private company all the details about the company are not available to the public, but the best of information has tried to be extracted from the available research papers, newspapers and websites. James Dyson attended Londons Byam Shaw art school and was specialising in painting. But painting beautiful objects wasnt enough to quell curiosity, he wanted to make, and then he joined the Royal College of Art, where James studied architecture, but instead of colonnades and cladding, robust marine engineering was the order of the day. He developed a flat-hulled high-speed landing craft and, with it, his passion for engineering. Pretty soon, hed also developed a new kind of wheelbarrow one with a big fat ball that didnt sink into mud and chunky feet for stability. All the while learning to take risks, make mistakes and use frustration as a fuel for creativity and solving problems. Dyson vacuums are exhibited in museums around the world, including the New York Museum  of Modern Art, the San Francisco Museum of Modern Art, the Science Museum in London,  Pariss Centre Georges Pompidou, and the Danish Design Centre in Copenhagen. New ideas are the lifeblood of Dyson. Making Mistakes, failure and home trials are guiding principles of Dyson which invests around 50% of its incomes for further development. Dyson Key Markets and Areas of operation Being started commercial operations in the year 1993 in UK. Dyson has now consolidated its position as the market leader in the vacuum cleaner section in UK. It has presence across all over the world. Based on the available information Dyson sold its products in more than 40 countries. What is Marketing Communication The word Marketing Communication is made of 2 words which can be interpreted in their individual capacity. Hence, the meaning of Marketing Communication is varied due to changing interpretation of the base words. Marketing Marketing may be defined as the process by which organizations create interest of customers in products or services they produce. Marketing implies selling and a goal of effective benefit for the communicator. (Marketing Communication and the Hierarchy of Effects- Michael L. Ray) In the global context, global marketing can be defined as the firms commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer needs better than the competition. This implies that the firm is able to: Develop a global marketing strategy based on similarities and differences between markets; Exploit the knowledge of the headquarters through worldwide diffusion (learning) and adaptations; Transfer knowledge and best practices from any of its markets and use them in other international markets. (From Global Marketing- Svend Hollensen) Communication Communication is a process of interaction of messages among persons through a communication channel or a medium. Communication is the exchange and flow of information and ideas from one person to another; it involves a sender transmitting an idea, information, or feeling to a receiver (U.S. Army, 1983). Effective communication occurs only if the receiver understands the exact information or idea that the sender intended to transmit. Marketing Communication In the context of marketing, communication is the message communicated by the organization for its intended or prospective customer, to ignite the buying process by such a customer. Effective Marketing Communication is one which would effect the sale of a product or a service. Marketing Communication (Marcom) is a subfield of marketing which involves personal selling, advertising, publicity, public relations, reseller support- merchandising, product sampling and packaging. These are all communication tools and the subfield is really an attempt to bring together several diverse part of the marketing mix under one conceptual framework based on communication research and theory. Marketing Communications is a critical aspect of a companys overall marketing mission and a major determination of its success. The marketing communications components of the marketing mix have increased in the importance dramatically during the past decade. Indeed, it has been claimed that marketing in the 1990s is the communication and communication is marketing. The two are inseparable Shimp (2000) Marcom cannot be just used for marketing alone but Marcom techniques can be used for a variety of other purposes such as for a political campaign, improvement in health practices, changes in societal beliefs etc. Thus marcom applies for persuasive mass media campaigns of all types. (Marketing Communication and the Hierarchy of Effects- Michael L. Ray) Role of marketing Communications Marketing communications (marcom) represents all the consumer oriented materials such as leaflets, press releases, Web sites, and trade show presentations. The importance generated of marcom planning is due to the direct relation of such planning to the customer, which makes marcom planning an important activity for the company. Thoughtfully written marcom plans: Enables the company to handle a large number of products, areas and consumer interactions in one single tone. Creation of integrated communication channels by a varied team of people. Assist the messages to grow above the sphere of the marketplace and continuously reach the target audiences. Provides superior results in terms of efforts of time and money. Tools of Marketing Communication For any organisation, the tools of marketing communications includes distributing information, promoting brand, image and reputation, creating and stabilizing product and service demand, emphasizing features and benefits, providing competitive differentiation, generating sales leads, ensuring customer retention and loyalty, and motivating staff. Some tools are as follows: Advertising Advertising is defined as any form of communication made by a public or a private undertaking in connection with trade, industrial activity, business, craft or profession in order to promote, directly or indirectly: a) the commercialisation of any goods or services, b) any ideas or principles, initiatives or institutions. Advertising is an impersonal, mass medium form of communication, in which the person who wants to communicate the message incurs a monetary cost for transmitting the message through a selected medium. It reaches a large number of audiences in a discrete way. There are two main functions of advertising: Influencing the demand for commodities and Managing awareness and understanding of the entity in an entirety. The various types of media which could be used for advertising are: Print media advertising like in the newspapers, periodicals, directories etc. Broadcast media advertising in the form of television and radio for mass penetration at a relatively lower cost per person reached. Outdoor advertising like the billboards on roads, bus-stops etc. Enclosed advertising like a store displaying its name inside the store. Digital and other media like telephony advertising, cinema advertising, online and internet marketing. Sales promotion Sales promotion is offering to the consumers extra or additional value. Such an additional value may be created by offering say Buy One get One products, or Half Price products, free products/ samples, extra quantity of the same goods at no extra price, discounts and price reductions. Hence the main objective of sales promotion is to encourage certain behaviour of audience, often to effect sales for the organization. Such a tool attracts new customers and help retain existing base. Direct marketing Direct marketing is the total of activities by which products and services are offered to market segments in one or more media for informational purposes or to solicit a direct response from a present or prospective customer or contributor by mail, telephone or personal visit. (Onkvisit and Shaw 1993, p717). Direct marketing is concerned with the management of customer behaviour and is used to complement the strengths and weaknesses of the other communications disciplines used to communicate directly with individual customers and often carry a behavioural (call to action) message. Fill, C. (2009), Marketing Communications Interactivity, Communities and content. Thus we can understand by direct marketing as all the activities undertaken by seller which help to communicate directly with the buyers for the purpose of effecting an action by the buyer Public Relations PR or publicity is the marketing communications function or activity undertaken by the organisations which carries out programmes designed to earn public understanding an acceptance. (Svend Hollensen Global Marketing, Pg: 554). Being a component of society an entity has to protect the interest of itself as well as its stakeholders (society in general )and therefore has to have effective marcom for good public relations. It involves both internal as well as external communication Personal Selling Unlike Advertising, personal selling is a dual way or more than 2 persons involved communication process which enables instant feedback and is not disturbed much by the noise like in advertising. It is an intense communication process and requires skills for effective communication, but it also enjoys high flexibility. Market Segmentation Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Targeting To determine which, if any, of the segments uncovered in the market segmentation should be targeted. Such segments are to be specifically targeted by the organization. Positioning The act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target customers minds. Integrated Marketing Communication The concept of IMC took birth in the US in the late 1980s. The Caywood, Schultz and Wang presented in 1991 the concept of IMC after a survey was conducted by Northwestern university with national goods advertisers in USA. Schultz defined IMC as, Broadly defined, IMC is a concept of marketing communication planning that recognizes the added value of using a comprehensive plan to evaluate the strategic roles of a variety of communication disciplines. It combines these disciplines to provide clarity, consistency and maximum communication impact. (Schultz et al, 1993). Proponents of IMC contend that it represents a logical first step in the transition from outbound product driven communication to the more interactive consumer and behaviour oriented approaches of the twenty first century. (Kitchen and Schultz, 1999). Thus we can understand from IMC that it is a process by which all forms of marketing communication are managed in such a way that the prospective customer or public are delivered a plain, constant and convincing message about the entity and its products. (An inside-out approach to integrated marketing communication-An international analysis by Gayle Kerr, Don Schultz, Charles Patti, Ilchul Kim) Among the differing definitions of IMC, Shimp has tried to find the unique features of IMC in 2000 as follows: The primary objective of IMC is to affect behaviour through directed communication. IMC process starts with the buyer or prospect and ends with the brand communicator. IMC uses all types of communication and all means and company contacts as message release channels For a stronger brand image synergy and coordination are utmost important. IMC entails marketing communication build lasting relationship between the brand and the buyer. Thus we can conclude that IMC is the planning, coordinating, controlling, integrating and managing the various communications which evolve from an organization towards its outside environment or external environment. Marketing Communications Strategies and Tactics employed by Dyson To understand the marketing communication strategy of Dyson, it is very important to know a brief history of the company which will help us understand the future course of marketing for the company. James Dyson had started working on his vacuum cleaner idea since 1978. His idea was to build a bagless, filterless vacuum cleaner. In the 1980s he approached Hoover Company which was the market leader of that time to take up his idea, but it was not accepted by Hoover. Undeterred by the Hoover snub, Dyson continued to work on his concept of vacuum cleaner. After 15 years of hard work, determination, toil and frustration and testing 5000 prototypes James finally launched the Dyson Cyclone DC01 Vacuum cleaner which was based on the effect of a tornado in 1993. The company for the next 12 years put almost 100 % of its profits for further RD expanding its team of scientists from a meagre 3 scientists to 350 scientists. In interview with a leading advertsing magazine, Dysons global marketing director, Clare Mullin, stressed the companys pledge to development, saying, Were an engineering-led company, not a marketing-led company. Thus the overall stress of the company can be found out to be technology, development, innovation and invention. This is a marked difference between a profit oriented commercial company and Duson. Dyson is an innovative, technology company not just any other company. This is the basis of marketing communication of Dyson that it is different. Context Analysis SWOT Analysis Strengths Technologically superior product offering Brand Image Loyal Customer base Financial Strength and higher profitability High Revenue generation Can earn premium on its product offerings Weakness Lower sales quantity than competitors Limited number of item offering in portfolio compared to larger competitors Limited resources Opportunities Qualitywise superior offering is always in demand everywhere. New untapped markets. Increasing sales by reducing prices. Threats Susceptible to cyclical changes as in recessionary conditions cheaper substitutes may be preferred. Branding as expensive products. Better product offerings by competitors at relatively lower prices. Strategic Mission and Objectives To build the most effective and efficient vacuum cleaners brand. Be a world leader in the vacuum cleaners brand To build world class cutting age electronic appliances for improving peoples lives To be technologically innovative To invest heavily in development for future sustenance of business Sr. No. UK markets US Markets To maintain the market leader position in the vacuum cleaner segment To maintain the market leader position in the vacuum cleaner segment Marketing Objectives To be a market leader in the vacuum cleaning and home appliances business. To market company as a technologically advanced company producing high quality products for improving daily lives. Sr. No. UK markets US Markets To maintain and consolidate the market leader position in the vacuum cleaner segment (2002) To rapidly enter into the market and capture the vacuum cleaning markets(2002) To increase sales by a certain percentage say 5% To increase sales by say 10% Marketing Communications Objectives Communications Impact- the objective of any marketing communication is too effectuate sales and promote the brand image of the organization. Credibility- It is the value attached by the customers Cost- These are the costs attached to the marketing communications. Control- The level of control which can be exercised on the marketing communication through different tools. The use of different tools entail acahievement of different objactives as may be predecided by the organization. Marketing Communication Message Objectives Differentiate- Dyson has tried to differentiate its products by stressing the superior technology of the product. Dont Lose the Suction Campaign very well pronounces the differentiation of Dyson products from its competitors product. Remind- This messages involve repeating the messages earlier delivered. This consolidates and Strengthens previous communication. Dyson states that his messages are boring, but still it shows the companys seriousness towards its business. Inform- This involves informing and educating the qualities of the product. Dysons product in US and UK do the same function of informing qualities to the customers. Persuade- This induces the customers to take action towards buying the product. In short, the marketing communication message objective should be to attract, maintain and inform consumers about the brand. Marketing Communication Strategies (3 Ps) The adoption of the strategy is based on the Product Life cycle and the particular marketing objectives: Pull Strategy Push strategy and Profile Strategy UK and Europe Markets Dyson believed in its products to be the advertising tools. For a technology enhanced quality product the word of mouth is the best form of advertising or marketing communication. In Europe Dyson enjoyed a huge word of mouth advertising, hence the need for specific high budgets or cost allocation to marketing communication was less. One more way of communication was through recommendation of store staffs. US market After tasting success on the European Continent, Dyson embarked on new voyages to the Unites States. The entry of the high priced, British made vacuum cleaner in US coincided with the recession and dwindling US Vacuum industry in 2002. But the creator of vacuum cleaner James Dyson also presiding Dyson Ltd was upbeat about the success of vacuum cleaner in US markets. Such an upbeat mood was due to the knowledge of placing a high technology product in the hands of customers creating value for the product. The tools of mouth to mouth marketing communication was not feasible in US as people were not so close and distances separated people. DOESNT LOSE SUCTION CAMPAIGN Fallon Worldwide, an ad agency won the advertising contact from Dyson and launched a campaign in USA in 2002 by the name Doesnt Lose Suction to showcase the superior technology of Dyson products in the vacuum cleaning business segment which needed an improvement and a change as per Dyson. Part Two For the selection of an organization, we have selected Apple Inc. as our organization. The company is to launch a Summer campaign for the launch of its Iphone-5 in the UK Markets. Launch date is on June 1 2011 Apple Inc. Objectives Based on the organizational motto of Think Differently, Apple Inc has its stated objectives of focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. Brand Mission The Apple Iphone brand mission is to bring best mobile experience to everyone. Brand Vision The Iphone brand vision is to empower everyone with the latest cutting age mobile technology. Brand Objectives Producing a phone which caters to all the basic requirements of a mobile. Build strong brand orientation. To cater to the niche segment of the market. Introducing latest and innovative technology in mobile phone experience. To present an internet facilitating smartphone along with the Ipod and improved version of Iphone 3 and Iphone 4 Features Improved network connectivity than Iphone 4 Camera for photography and video needs for special moments, 8 MP Camera including a camera for video calls. Sleek and stylish features 64/128 GB Memory for extra storage needs One Touch email technology Upcoming 4G Networking technology. Inbuilt Apple GPS Navigation system. One push connectivity Highest resolution screen in the phone market. Touch screen with scratch proof technology Situational Analysis SWOT Analysis Strengths Higher price helps maintaining it as a mobile for niche people, hence demand is maintained. It is the most handy phone available in the market. Thousands of software applications are available specifically made for Apple on Istores. Upgradability is possible due to software upgradation. Brand Knowledge makes Apple products sell as hotcakes. It has best touch screen resolution in the market. Most suitable for entertainment purposes attracting young people towards Iphone. Weakness High price deters some customers Not much suitable for business purposes. Opportunities Relatively smaller segment of smartphone has scope for development. Branding as an innovator and revolutionizing products. IStore provides a continous stream of revenue even after sale of Iphones. Perceived luxury value to Iphone has result of increasing demand. Opportunities to tie up with many companies for creating Iphone applications. Threats Competitors coming up with better quality and better features for phone Apparent pressure for reducing prices. Target Customer profile Market Segmentation This involves identifying the similar groups of customers. For Iphone similar groups of customers maybe male/ female, amateurs/ professionals/ corporate persons, students etc. Target Market Iphone target market is the group of people who want smart phones as well as entertainment devices. The target may include cream class of people, who like to boost features. For business needs professionals, corporate personnel are to be targeted. The primary target would be the upper middle income persons. They would be targeted as the phone is build based on their requirements. The secondary target could be the university students, high school and college students who need a all-in one device. Corporate customers for large orders are also to be targeted. Positioning The Iphone 5 is to be positioned as a revolutionary product, differentiating from all the available phones in the market. It is to be marketed as an Apple brand, a symbol of quality. To be promoted as a computer which is a phone. Marketing Objective A high target has been set up for the first 2 years of launch in UK and USA: In the first year, 2 lacs of Iphone to be sold in UK based on our past performance of Iphone sales. In the 2nd year, an increase of 20% in the sales target over 1st year is contemplated. Marketing Strategy Product The Iphone has the great features as described above. Price The Iphone is competitively priced at  £450 in the UK markets. But in agreement with network providers like Vodafone, T- mobile, 3, Orange, O2 etc, competitive and best deals would be provided for the customers. Promotion As the target groups are found out, targeting the target group with the latest promotional media. Large scale TV advertisments. Regular advertisements for full 2 years period. Creative advertisement. Creation of hype around the phone. Place (Distribution) Large scale distribution of phones before the day of launch based on the past experinces of rush on the launch day and shortages within hours of launch. Message and Creative idea If you are not using Iphone5, you are missing out on something!!!. Have you tried your hand at the new Iphone. Iphone5, This changes everything again!!! Budget Based on the targeted sales of 2 lacs Iphone5 , the revenues turn out to be ( £450 * 200000) =  £90,000,000. We would work out the initial marketing communication expense at say 20% of revenues, then we have a total of  £18,000,000 for our marketing. Reference and Bibliography Svend Hollensen: Global Marketing- A decision oriented Approach, Fourth edition, Pearson- Prentice Hall http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0000_0002_0/emmc_0000_0002_0_00096.html http://www.superbrands.uk.com/Pages/DocumentManager/ConsumerTop500_2010.pdf http://ristiuty.edublogs.org/files/2008/11/integrated-marketing-communication.pdf http://www.iphoners.com/threads/iphone-marketing-plan.141/ (Accessed on 17-1-2011) http://www.howtobeamarketer.com/articles/marketing-mix/4-promotion-marketing-communications/46-integrated-marketing-communications-templates-word-powerpoint-and-pdf (Accessed on 17-1-2011) Used for IMC Plan Diagram

The Created and Existent Gods in Homer’s Iliad Essay -- Greek, Classic

The ancient Greeks used the gods to explain the extraordinary and unusual events of the world around them. The ancient Greek world accepted these gods as anthropomorphic representations of natural forces and phenomena. Moreover, some gods were seen as actual people whose supernatural abilities gave them control over these natural forces. Homer’s Iliad is a prime example of these two different interpretations of the gods. In this epic, Homer anthropomorphizes some phenomena, thus creating deities in order to explain some of the events of the Trojan War. These created gods are abstract and represent only the single phenomenon that Homer attributes to them. The Olympian gods, on the other hand, are existent deities whose actions go beyond the phenomena attributed to them by the Greeks. Homer, therefore, uses the Olympians to explain numerous phenomena. In Homer’s Iliad, the goddess Strife appears only at times of war. In book 11, Homer says, â€Å"Strife took her stand, raising her high-pitched cry,/ great and terrible, lashing the fighting-fury/ in each Achaean's heart-no stopping them now† (Homer 11.11-13). Strife appears here as a motivator for the Achaean army to continue fighting. Again we see her â€Å"[hurl] down the leveler Hate amidst both sides,/ wading into the onslaught, flooding men with pain† during the battle (Homer, 4.515-516). There are moments, however, when Homer does not anthropomorphize Strife, and plainly uses the word strife, such as when Zeus reprimands Ares: â€Å"Always dear to your heart,/ strife, yes, and battles, the bloody grind of war† (Homer 5.1031-1032). In this instance, Homer does not attribute any human characteristics to Strife, indicating that she is a created deity and not an existent one like the Olympians. ... ...ey were immortal beings in human form with human emotions that affect their actions. It is clear that Homer divides the gods into the created abstract gods, and the existent Olympian gods. The function of one group of gods differs from that of the other. Whereas the abstract gods are present in the Iliad in order to explain the natural forces that are attributed to them, the Olympian gods are characters that represent and explain a whole lot more. Rather than explain only the natural forces attributed to them, these gods also explain the unnatural and more magical occurrences of the war. The Olympian gods are not anthropomorphized concepts that the other gods and warriors can take advantage of. Instead, the Olympians are anthropomorphized beings who are capable of doing much more than the forces attributed to them and whose emotions often affect these actions.

Puppy vs Older Dog

So you are in the market for a family dog, adopting a puppy can get very frustrating and over-whelming. There are many things to consider when looking for a dog. One choice to start with would be adopting a puppy or adopting an older dog, which would best suite your families lifestyle. Many people with careers, families, and hobbies do not have time to train a puppy and they forget to take that into consideration upon purchasing. I suggest adopting an older dog is the wisest choice considering they are more predictable, require a lesser amount of attention, and tend to be less costly.There are many differences between the behavior and predictability of an older dog and a puppy. How can you resist a cuddly, cute, and pudgy, little puppy. By adopting a puppy you are never too certain on what you are getting yourself into. A puppy is an adorable pet, but that stage will only last for the first year or so. They will soon grow out of that adorable little animal and turn into a dog. Adopti ng an older dog is pretty much predictable, what you see is what you get.Although, you will not be able to enjoy that cute ball of energy, you will have a better idea of the over all personality of your dog and how it will act more on a day to day basis. The dog will be at its full size from the earliest of a year old to three years old, and the crazy chewing and nipping stage is most likely out of the way because they will have all their teeth in. When teaching older dogs a new habit, they are more mind-set and alert on what is going on, making them easier and faster to train. With this being mentioned, you can teach a dog new tricks!Older dogs are less time consuming is another measure when taking into account on adopting a new family dog. They can be left alone for a longer period of time, anywhere between 8-12 hours, which a puppy would not be able to do. As read in the Housetraining article, â€Å"Generally speaking, a puppy can control his bladder one hour for every month of age. So if you're puppy is two months old, he can hold it for about two hours. Don't go any longer than this between bathroom breaks or he's guaranteed to have an accident. † (â€Å"Housetraining†, 2012, Para. ). There are other factors to take into consideration when speaking about time consuming. No matter what kind of dog you choose you will still need to have daily routine care, exercise, and affection available. This being said, all dogs will need to be picked up after, feed 1-3 times a day, taken for walks, brushed, petted and even just cuddled with. A dog is basically a member of your family, they are very comparable to having your own child. Treat them with love and affection. Even the matter of discipline takes time and effort.Many people get sick and tired of yelling at there dog and showing it the right thing to do. Dogs are very intelligent canines and will eventually catch on to what you are showing them, it is just a matter of time and patients that you ac company yourself with. Finally, how much is that doggie in the window? Dr. Williams proclaims, â€Å"The expense of owning a pet is probably the most overlooked consequence of any pet-owner relationship. Advances in pet care, especially in the development of pet foods and medical research, have caused ownership costs to increase over the last 10 years.Since it's not likely that this trend will reverse itself any time soon, potential â€Å"pet parents† should consider their finances before taking home a new pet. † (Williams, 2013, para. 4). Aside from adoption costs, there are other expenses such as, dog bowls, dog toys, dog food, first visit vet costs, leash, collar, tags, and dog license. Adopting an older dog will mean the dog will tend to be bigger than that of a puppy, therefore it will eat more inquiring more money monthly being spent on food.Although if you are adopting a puppy there are more factors that influence the cost a long with the ones listed above you w ill also need to get the dog spayed/neutered, cage, crate, carrying bag, and possibly training classes. Factoring in all these necessities, a puppy’s first year may cost up to $1500. 00 and an older dog can be nearly $800. 00, having pets are not as cheap as they once were, when people just kept them outside in doghouses all day long. Nowadays we treat them like family and loyal companions.Between the time availability, money factors, and predictability of what you are getting yourself into I would consider adopting an older dog is a clear and satisfying choice. Not only will you be happy with the dog you choose but you are also adopting your new best friend. References Housetraining Puppies. (2012). The humane society of the United States. Retrieved from http://www. humanesociety. org/animals/dogs/tips/housetraining_puppies. html Williams, J. (2013). What is costs to own a dog. Pet place. Retrieved from http://www. petplace. com/dogs/what-it-costs-to-own-a-dog/page1. aspx

Strategic Analysis of the Uk Fast Food Industry

Business and Management Strategy BAM6012 A Strategic and Competitive Analysis of the UK’s Fast Food Industry Executive Summary The food industry in the UK is a multi-billion pound industry that is mainly dominated by a few competitors such as McDonalds, Burger King, KFC and Subway. Most of the food sold in these fast food restaurants is unhealthy, which is becoming a huge concern as there are many people dying of obesity and other health related problems. This is one of the key social factors facing the fast food market at the moment.The fast food industry is a ‘red ocean’ as it is already well defined where rivalry is intense. It is also a perfectly competitive industry as the barriers to entry are low and there are many rivals each with similar products. Information about any of the competitors is freely available. The industry does have a few characteristics of an oligopolistic industry too as there is a couple of companies that have the main market share and h ave power over the buyers and suppliers.The main features that influence a firm’s ability to compete and gain profitability depend on who their main competition is. For example there are different strategic groups in the industry such as McDonalds and Burger King who compete at the top of the industry and single privately owned fast food retailer that compete on a much lower level with much smaller budgets. The customer requirements are very low in this industry as a lot of the products sold by different firms are very similar; however the requirement of a cheap and fast meal is always at the top of their needs.Any potential strategy to increase profitability within the industry will need to be assessed properly and to realise the risks involved and other potential threats to it. Table of contents Pg. Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 History of the fast food market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 Current market conditions†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 PESTEL analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Porter’s Five Forces†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Industry attractiveness†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 Opportunities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Threats†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Possible strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Introduction This report aims to give a strategic and competitive analysis of the UK’s fast food industry. It will cover the main structural features of the industry that influence competition and profitability. The report will give an overview of the whole industry rather than just one company within it.I shall also aim to analyse the industry attractiveness showing why possible companies would like to enter the marketplace. Another aim of the report is to analyse the competition and customer requirements in order to identify opportunities to gain a competitive advantage within the industry. The final aim of the report is to develop possible strategies to influence and improve on profitability. Whilst developing a strategy, the difficulties and risks involved in using these strategies will be covered. History of the fast food industry in the UKThe UK has embraced a lot of different types of fast food over the years, ranging from pizza to burgers, kebabs to Chinese, curry to fish & chips and healthy offerings. There is a lot of competition in the market at present with high profile companies such as McDonalds, Subway, Burger King, and KFC, not to mention the amount of privately owned single store fast food outlets. Current market conditions The value of the fast food market in the UK grew by 3. 3% in 2011 to reach a total value of $7,860. 3 million. The forecast for the market value is set to increase to $9,147 million by 2016.This is an increase of 16. 4% by 2011. Transactions in the fast food market also grew in 2011 by 1% to reach a total volume of 2,785. 2 million transactions. The market volume is set to increase by 6. 8% by 2016 to a total of 2,975. 4 million transactions. Fast Food Industry Profi le: The United Kingdom’ 2012, Fast Food Industry Profile: United Kingdom, pg 1-35, Business Source Premier, EBSCO host, viewed [25/11/2012] PESTLE analysis â€Å"PESTLE analysis will help to capture understanding about aspects of the context by using the prompts political, economic, sociological, technological, legal and environmental.It is a technique that facilitates a wide scan of the context and actual or potential factors that would affect objectives if left unmanaged. † (Webster-Murray, R. 2010. pg. 88) Political factors * There is an increasing amount of pressure from the government to encourage people to eat healthier as the number of deaths relating to obesity and an unhealthy lifestyle is on the increase year after year. * The government can allocate grants to business start-ups to try and promote fair competition within the marketplace. There is speculation over the government introducing a new ‘fat tax’ on fast food served over a counter. This will add on another 20% to the current price in taxes. http://www. guardian. co. uk/society/2012/may/16/fat-tax-unhealthy-food-effect Economic factors * Consumers will have less disposable income with the current economic climate and therefore may be less likely to spend money on fast food as it may be seen as a luxury. * Exchange rates may affect profitability on the business if they are sourcing materials (all the ingredients used to create their food) from outside the UK. Unemployment levels are high at the moment in the UK which means there will be even more consumers without the money to purchase fast food. The current unemployment rate currently sits at 7. 8%. http://www. ons. gov. uk/ons/key-figures/index. html * The inflation rate is at 2. 2% currently in the UK. This does not pose a problem as businesses will not be phased by this to invest more and grow. http://www. bbc. co. uk/news/business-19959827 Sociocultural factors * The current social trend of eating healthy and ha ving a healthy lifestyle is pushing customers away from eating at fast food restaurants. With London just hosting the Olympic Games in the summer of 2012 then a lot of people are trying to start a much healthier diet and lifestyle for themselves, therefore cutting back on the amount of fast food they currently eat. * The high standard of education in the UK means that children are more aware and knowledgeable about the health implications that arise from eating fast food. * With the current fast paced lifestyle that a lot of consumers have, it is easy for them to just pick up food at a fast food outlet rather than cook for themselves.This shows that fast food can be seen as convenient. * Companies must try and add value to their brand by being reasonably priced and of an equal quality in relation to the price. * Consumers already have a large variety of choice within the fast food market therefore a menu should also offer a lot of choice so that the customer can be satisfied and the ir ever changing taste can be satisfied too. * The fast paced lifestyle of consumers means that the service of fast food must also match that and be quick too. * Healthy options must be made available as to encourage a balanced diet.Technological factors * Fast food companies now have a wide range of tools available to them in order to promote their brand and products. Different ways they can do this is through the use of TV, radio, internet, direct mail, interactive billboards and many other options. * Companies can now use the internet not just to promote their brand but also to take orders and let the customer make transactions. This can be helpful to lower the cost of using employees. * Technological advances mean it is easier for a company to keep track of stock levels and also take orders in store.This minimises the risk of human error. Environmental factors * Companies in the fast food industry now need to monitor the amount of waste they dispose of as there is a lot of empha sis now on cutting down the amount of waste and turning it into recyclable and reusable products. Businesses are now turning to recyclable packing. * The amount of energy that is consumed in the process of making the fast food and where all the energy comes from to power a fast food outlet. Can be seen as a good ethical policy to use or create off shore wind farms that power outlets. Legal factors Have to stick to a law that means they cannot mislead consumers on the nutritional value of their products. * Companies have to abide by certain health and safety laws for both the employees and the customers. * Other laws that a business will have follow are laws on employment, fair competition and food hygiene. Through the use of a PESTLE analysis we can see that there are many factors that affect the UK’s fast food industry. Most of these factors arise in the sociocultural section as it is here that the fast food industry gains most of its unwanted attention.This is mainly down t o the fact that the foods served by the companies are mainly unhealthy, carrying lots of calories, salt and sugars. Porters Five Forces Model In 1980, Michael Porter came up with a model that identified five forces that have an influence on an industry. This model â€Å"focuses on five forces that shape competition within an industry: (1) the risk of entry by potential competitors: (2) the intensity of rivalry among established companies within an industry: (3) the bargaining power of buyers: (4) the bargaining power of suppliers: and (5) the closeness of substitutes to an industry’s products. (Hill, C. W. L, Jones, G. L. 2010, pg. 42) Threat of New Entrants * Low barriers to entry mean that it is easy for a company to start up a business in the fast food industry. However would be unable to compete directly with the large organisations already in the market. * Easy for a new entrant to differentiate their product and atmosphere of the outlet (shop). * Once a good location i s found then it could ensure the success of a new entrant. Could be possible to dominate the market in a certain location. Capital investment is not too high or out of reach for most individuals. Bargaining Power of Suppliers * Companies in the fast food industry could change their suppliers quite easily as there are a lot of suppliers that would be happy to receive the amount of revenue they could gain from using such a large company as Burger King or McDonalds. * The larger companies in the fast food industry have a lot of bargaining power over their suppliers as they could make up a very large proportion of the suppliers revenue, if not all of it. Bargaining Power of Buyers Due to the sheer volume of customers that purchase fast food, the bargaining power of the buyer is low. For example, a customer could barter with a butcher’s market stall about the price of meat whereas they could not walk into a Subway store and negotiate the price of a sandwich down to their preferred amount. The price shown is the price that will be paid. * Only bargaining power the customer has is the lack of switching costs. A customer could purchase from a McDonalds instead of Subway without costing them anything. Threat of substitutes The threat of substitute products is very high as firstly the lack of switching costs means that a customer could change preferences and purchase from another company immediately as long as it fitted their standard of quality and price. * The market is currently flooded with products that are all very similar (McDonalds burgers are in theory the same as Burger King) therefore a new product could arise and sell particularly well as long as it had a good taste and quality. Rivalry among Existing Firms * Rivalry is high in the current market as top firms such as McDonalds and Burger King compete for the highest market share.Due to the sheer size of these companies they can spend heavily on advertising and use aggressive tactics to ensure success. * Constant funds are being ploughed into advertising to try and promote not just the products companies offer but also to try and promote their brand. For example, McDonalds now tries to show more on the ethical side of the company saying that all of their ingredients are sourced locally. Through the use of Porter’s Five Forces model, we can see that the threat of substitutes, rivalry among existing firms and threat of new entrants to the market are moderate to high.Whereas the bargaining power of both suppliers and buyers are relatively low. This shows that the companies in the market currently have a lot of power. Industry attractiveness * Massive industry worth $7,860. 3 billion. * Huge volume of transactions at 2,785. 2 billion. * Small market share can still mean high revenue. * Possibility to create a large and global company similar to that of McDonalds. * Possibility to run a franchise business model. * Has a very broad market segment. * Could be a good industry in a recession as consumers cut down spending on eating at more expensive restaurants. Industry is predicted to continue growing. Opportunities There are many opportunities and threats that arise from the use of the PESTLE analysis and Porter Five Forces model such as: 1. Due to the current unemployment rate of 7. 8% this means that large companies such as McDonalds could use this to their advantage and open a number of new stores to create new jobs and in turn create more revenue for the industry. This could enhance the image of the industry as it is helping the nation out by creating jobs in this time of economic downturn. . As consumers have less disposable income then they will be less likely to eat out at more expensive restaurants and may turn to fast food outlets as they are cheaper. This is a great opportunity to advertise heavily on a menu that is less expensive than the normal menu. For example creating a meal that only costs the consumer ? 2. This should attract a lot of pote ntial customers to spend more in the fast food industry. 3. Differentiate the industry by offering healthier foods on a whole to gain the interest of the health conscious consumers.This would increase the volume of the industry. Threats 1. If an outbreak of foot and mouth disease or BSE (mad cow disease) were to arise then consumers would not be purchasing any type of beef which would mean a downturn in the amount of revenue gained by the fast food industry. 2. Any type of negative feedback from the media would shine an unwanted spotlight on the fast food industry. For example, if someone were to find a hair in their burger at a fast food outlet then it might influence customers to eat elsewhere.Strategies to influence industry structure and improve industry profitability * Create new menus that will offer healthy food to the consumer. This will engage with a new target audience and therefore enhance the volume of transactions the industry already has. The amount of revenue earned b y the industry will also increase. This will lead to new competitors in the market place offering a different product type and increase the amount of competition amongst the already competing firms. * Companies could vertically integrate in order to gain control over the production of the ingredients that it needs to create the foods.This would be risky for some businesses as the vast majority of their expertise is in the retailing of fast food. Conclusion Overall, the fast food industry is a highly competitive industry that is dominated by a few main players. The main features that influence competition are the changing tastes of the customer and their willingness to try other fast food outlets. Profitability is not only based now on the products that a company sells but also the way in which the customer perceives the ethical values of a company.Although the requirements of a customer needing a cheap meal at a fast pace is still high on their agenda of needs. For a company to surv ive and improve upon its current position in the marketplace it should think about different strategies such as growth (new products or different areas) differentiation and vertical integration. Bibliography * Fast Food Industry Profile: The United Kingdom’ 2012, Fast Food Industry Profile: United Kingdom, pg 1-35, Business Source Premier, EBSCO host, viewed [25/11/2012] * Murray-Webster, R. (2010) Management of risk: guidance for practitioners.The stationery office: Norwich * Dennis Campbell (2012) ‘Fat Tax’ on unhealthy food must raise prices by 20% to have effect says study. (01/12/2012) http://www. guardian. co. uk/society/2012/may/16/fat-tax-unhealthy-food-effect * Office for national statistics (2012) Key figures. (02/12/2012) http://www. ons. gov. uk/ons/key-figures/index. html * BBC (2012) UK inflation rate slows to 2. 2% in September, ONS says. (01/12/2012) http://www. bbc. co. uk/news/business-19959827 * Hill, C. W. L & Jones, G. L. (2010) Strategic Man agement an integrated approach. Cengage learning: USA

Solubility Definition in Chemistry

Solubility Definition in Chemistry Solubility is defined as  the maximum quantity of a substance that may be dissolved in another. It is the maximum amount of solute that may be dissolved in a solvent  at equilibrium, which produces a saturated solution. When certain conditions are met, additional solute may be dissolved beyond the equilibrium solubility point, which produces a supersaturated solution. Beyond saturation or supersaturation, adding more solute does not increase the concentration of the solution. Instead, the excess solute starts to precipitate out of solution.​ The process of dissolving is termed dissolution. Solubility is not the same property of matter as the rate of solution, which describes how quickly a solute dissolves in a solvent. Neither is solubility the same as the ability of a substance to dissolve another as a result of a chemical reaction. For example, zinc metal dissolves in hydrochloric acid through a displacement reaction that results in zinc ions in solution and the release of hydrogen gas. Zinc ions are soluble in acid. The reaction is not a matter of the solubility of zinc. In familiar cases, a solute is a solid (e.g., sugar, salt) and a solvent is a liquid (e.g., water, chloroform), but the solute or solvent may be a gas, liquid, or solid. The solvent may either be a pure substance or a mixture. The term insoluble implies a solute is poorly soluble in a solvent. In very few cases is it true no solute dissolves. Generally, an insoluble solute still dissolves a little. While there is no hard-and-fast limit that defines a substance as insoluble, its common to apply a threshold where a solute is insoluble is less than 0.1 gram dissolves per 100 milliliters of solvent. Miscibility and Solubility If a substance is soluble at all proportions in a specific solvent, it is called miscible in it or possesses the property called miscibility. For example, ethanol and water are completely miscible with each other. On the other hand, oil and water do not mix or dissolve in each other. Oil and water are considered to be immiscible. Solubility in Action How a solute dissolves depends on the types of chemical bonds in the solute and solvent. For example, when ethanol dissolves in water, it maintains its molecular identity as ethanol, but new hydrogen bonds form between ethanol and water molecules. For this reason, mixing ethanol and water produces a solution with a smaller volume than you would get from adding together the starting volumes of ethanol and water. When sodium chloride (NaCl) or other ionic compound dissolves in water, the compound dissociates into its ions. The ions become solvated or surrounded by a layer of water molecules. Solubility involves dynamic equilibrium, involving opposing processes of precipitation and dissolution. Equilibrium is reached when these processes occur at a constant rate. Units of Solubility Solubility charts and tables list the solubility of various compounds, solvents, temperature, and other conditions. The IUPAC defines solubility in terms of a proportion of solute to solvent. Allowable units of concentration include molarity, molality, mass per volume, mole ratio, mole fraction, and so on. Factors That Affect Solubility Solubility may be influenced by the presence of other chemical species in a solution, the phases of the solute and solvent, temperature, pressure, solute particle size, and polarity.

And They Didnt Die essays

And They Didnt Die essays In her novel And They Didnt Die, Lauretta Ngcobo gives us a glimpse of the life of a South African woman during the Apartheid Era (1950s-1980s). The human rights efforts of African women had a long lasting and far-reaching effect on the future cultural climate of South Africa. They fought back against the unjust laws that had permeated their country. Were they successful? What price did they pay? Ngcobo attempts to answer these questions in her novel. In order to understand the struggles of Jezile and other South Africans, it is necessary to know the history of their country. Discrimination against nonwhites was inherent in South African society from the earliest days. With the South Africa Act of 1910 the British parliament established the dominion of the Union of South Africa, with four colonies as its provinces. South African blacks had a low status in the white-dominated state. Urban blacks lived in segregated areas and could not hold office. They had no viable unions, and technical and administrative positions were closed to them. In 1914 the National Party was founded, which emphasized Afrikaner language and culture. By 1948 the all-white National Party came to power. Segregation and inequality between races had existed as a matter of custom and practice in South Africa, but after 1948 they were enshrined in law. The National Party won the general election that year in a coalition with the smaller Afrikaner Party. The United Party became the official opposition. The United Party mainly had an urban base with substantial support from English-speaking South Africans, while the National Party's support was drawn almost entirely from Afrikaans-speaking South Africans. At the heart of the National Party's legislative agenda was apartheid, Afrikaans for separateness, a doctrine of white supremacy promoted as a program of separate development. Once in power, the National Party extended and legaliz...

Reasons to Keep the Electoral College

Reasons to Keep the Electoral College Under the Electoral College system, it is possible for a presidential candidate to lose the nationwide popular vote, yet be elected president of the United States by winning in only a handful of key states. Should you ever forget this fact, critics of the Electoral College will be sure to remind you of it every four years. What could the Founding Fathers- the framers of the Constitution- have been thinking in 1787? Did they not realize that the Electoral College system effectively took the power to select the American president out of the hands of the American people? Yes, they did. In fact, the Founders always intended that the states- not the people- select the president. Article 2 of the U.S. Constitution grants the power to elect the president and vice president to the states through the Electoral College system. Under the Constitution, the highest-ranking U.S. officials elected by the direct popular vote of the people are the governors of the states. Beware the Tyranny of the Majority To be brutally honest, the Founding Fathers gave the American public of their day little credit for political awareness when it came to selecting the president. Here are some of their telling statements from the Constitutional Convention of 1787. A popular election in this case is radically vicious. The ignorance of the people would put it in the power of some one set of men dispersed through the Union, and acting in concert, to delude them into any appointment. - Delegate Gerry, July 25, 1787The extent of the country renders it impossible, that the people can have the requisite capacity to judge of the respective pretensions of the candidates. - Delegate Mason, July 17, 1787The people are uninformed, and would be misled by a few designing men. - Delegate Gerry, July 19, 1787 The Founding Fathers had seen the dangers of placing ultimate power into a single set of human hands. Accordingly, they feared that placing the unlimited power to elect the president into the politically naive hands of the people could lead to a tyranny of the majority. In response, they created the Electoral College system as a process to insulate the selection of the president from the whims of the public. Giving the Small States an Equal Voice The Electoral College helps give rural states with lower populations an equal voice. If the popular vote alone decided elections, the presidential candidates would rarely visit those states or consider the needs of rural residents in their policy platforms. Due to the Electoral College process, candidates must get votes from multiple states- large and small- thus helping to ensure that the president will address the needs of the entire country. Preserving Federalism The Founding Fathers also felt the Electoral College system would enforce the concept of federalism- the division and sharing of powers between the state and national governments.Under the Constitution, the people are empowered to choose, through a direct popular election, the men and women who represent them in their state legislatures and in the United States Congress. The states, through the Electoral College, are empowered to choose the president and vice president. Are We a Democracy or Not? Critics of the Electoral College system argue that by taking the selection of the president out of the hands of the public at large, that Electoral College system flies in the face of democracy. America is, after all, a democracy, is it not? Lets see. Two of the most widely recognized forms of democracy are: Pure or Direct Democracy - All decisions are made directly by a majority vote of all eligible citizens. By their vote alone, citizens can enact laws and select or remove their leaders. The power of the people to control their government is unlimited.Representative Democracy - The citizens rule through representatives who they elect periodically in order to keep them accountable. The power of the people to control their government is thus limited by the actions of their elected representatives. The United States is a representative democracy operated under a republican form of government, as provided for in Article IV, Section 4 of the Constitution, which states, The United States shall guarantee to every State in the Union a Republican form of Government... (This should not be confused with the Republican political party which is merely named after the form of government.) In 1787, the Founding Fathers, based on their direct knowledge of history showing that unlimited power tends to become a tyrannical power, created the United States as a republic- not a pure democracy. Direct democracy only works when all or at least most of the people participate in the process. The Founding Fathers knew that as the nation grew and the time required for debating and voting on every issue increased, the public’s desire to take part in the process would quickly decrease. As a result, the decisions and actions taken would not truly reflect the will of the majority, but small groups of people representing their own interests. The Founders were unanimous in their desire that no single entity, be it the people or an agent of the government, be given unlimited power. Achieving a separation of powers ultimately became their highest priority. As a part of their plan to separate powers and authority, the Founders created the Electoral College as the method by which the people could choose their highest government leader- the president- while avoiding at least some of the dangers of a direct election. But just because the Electoral College has worked just as the Founding Fathers intended for over 200 years does not mean that it should never be modified or even abandoned completely. What will it take for either to happen? What Would It Take to Change the Electoral College System? Any change to the way in which America chooses its president will require a constitutional amendment. For this to come about, the following will have to happen:First, the fear must become reality. That is, a presidential candidate must lose the nationwide popular vote, but be elected through the Electoral College vote. This has happened exactly four times in the nations history: In 1876, Republican Rutherford B. Hayes, with 4,036,298 popular votes won 185 electoral votes. His main opponent, Democrat Samuel J. Tilden, won the popular vote with 4,300,590 votes but won only 184 electoral votes. Hayes was elected president.In 1888, Republican Benjamin Harrison, with 5,439,853 popular votes won 233 electoral votes. His main opponent, Democrat Grover Cleveland, won the popular vote with 5,540,309 votes but won only 168 electoral votes. Harrison was elected president.In 2000, Republican George W. Bush lost the popular vote to Democrat Al Gore by a margin of 50,996,582 to 50,456,062. But after the U.S. Supreme Court halted vote recounts in Florida, George W. Bush was awarded the states 25 electoral votes and won the presidency through a 271 to 266 vote margin in the Electoral College.In 2016, Republican Donald Trump lost the popular vote with 62,984,825. Democratic candidate Hillary Clinton received a total of 65,853,516 popular votes. In the Electoral College, Trum p was granted 306 votes to Clintons 232. It is sometimes reported that Richard M. Nixon received more popular votes in the 1960 election than winner John F. Kennedy, but official results showed Kennedy with 34,227,096 popular votes to Nixons 34,107,646. Kennedy won 303 Electoral College votes to Nixons 219 votes. Next, a candidate that loses the popular vote but wins the electoral vote must turn out to be a particularly unsuccessful and unpopular president. Otherwise, the impetus to blame the nations woes on the Electoral College system will never materialize.Finally, the constitutional amendment must get a two-thirds vote from both houses of Congress and be ratified by three-fourths of the states. Even if all of the above were to happen, it remains highly unlikely that the Electoral College system would be changed or repealed. Under the above circumstances, it is probable that neither the Republicans nor the Democrats would hold a strong majority of seats in Congress. Requiring a two-thirds vote from both houses, a constitutional amendment must have strong bi-partisan support- support it will not get from a split Congress. (The president cannot veto a constitutional amendment.) To be ratified and become effective, a constitutional amendment must also be approved by the legislatures of 39 out of the 50 states. By design, the Electoral College system grants the states the power to elect the president of the United States. How likely is it that 39 states are going to vote to give up that power? Moreover, 12 states control 53 percent of the votes in the Electoral College, leaving only 38 states that might even consider ratification. Come on critics, can you really say that in 213 years of operation, the Electoral College system has produced bad results? Only twice have the electors stumbled and been unable to choose a president, thus throwing the decision into the House of Representatives. Who did the House decide on in those two cases? Thomas Jefferson and John Quincy Adams.

Whitman V. America Trucking Associations, Inc Essay

Whitman V. America Trucking Associations, Inc - Essay Example In a review conducted by EPA, it revealed that public health can be improved by lowering emission standards for ozone and particulates. The fine particles found in air pollution can cause premature death and chronic bronchitis. On the other hand, ozone can cause lung inflammation and prolonged exposure may cause permanent damage to the lungs. Both pollutants are considered as health hazards since they are closely associated with increased hospital admissions and can cause respiratory problems like asthma and respiratory tract infection. EPA lowered the National Ambient Air Quality Standard (NAAQS) which was challenged by industry groups for failure to account the cost of compliance. The Court of Appeals ruled in favor of the industry groups. Hence, appeal was made by EPA. The Supreme Court ruled in favor of the constitutionality of EPA’s delegated power to set national air quality standards for the protection of the public from harmful effects of air pollution, without conside ring the economic costs of implementing the standards. The quality standards set forth by EPA is imbued with public interest for the protection of the nation’s health and safety. The High Court ruled that there was no violation of the non-delegated doctrine and EPA acted within the bounds of the delegated power. The key issue in this case is whether or not the (EPA) National Ambient Air Quality Standard (NAAQS) has the delegated legislative power to enact new regulations and set national air quality standards for the protection of the public from harmful effects of air pollution. Under Section 109(b)(1) of the CAA (Clean Air Act) enacted by Congress, it empowered the EPA to set ambient air quality standards and promulgate regulations for identified air pollutants.  When the EPA reviewed this information after five years, the EPA issued an amendment to the Act in Section 109(b)(1), requiring the EPA to set air quality standards necessary for the protection of public health à ¢â‚¬Å"the attainment and maintenance of which are request to protect the public health with an adequate margin of safety.† Plaintiff American Trucking Associations, Inc. brought suit in the District Court for the District of Columbia and argued that the amendment is unconstitutional while at the same time questioned the delegated legislative power to the EPA. The district court held that the CAA did not provide any â€Å"intelligible principles† to the EPA for enacting new regulations, and suggested that the EPA could avoid unconstitutionality by adopting a more restrictive version of Sec. 109(b)(1). The Court of Appeals (D.C. Circuit Court) ruled otherwise by stating that the standard making procedure delegated by Congress to the EPA to set air quality was an unconstitutional and runs counter with Article I, Section I of the U.S. Constitution because it found that the EPA had construed the statute to afford no "intelligible principle" to direct the exercise of authorit y of the agency. EPA misinterpreted the statute believing that the agency can exercise of authority and implement a national ambient air quality standard. The district court remanded the regulation to the EPA for review, and the agency appealed. The Court of Appeals agreed with the district court, thus, prompting Whitman and the EPA appealed to the US Supreme Court. The ruling of the Supreme Court found that degree of agency discretion that is acceptable varies according to the scope of the power conferred to it by the legislature. Administrative agencies, like EPA, are not given full discretion and blanket authority when faced with all-encompassing regulatory

To write a critique or critical review of a scientific paper. Does Article

To write a critique or critical review of a scientific paper. Does bullying cause emotional problems A prospective study of young teenagers - Article Example One study focused on bullying effects on pre-pubescent children with the result being loneliness, depression, and school maladjustment. Another research reviewed was a small parallel study on bullying on adolescents. The findings predicted poor physical health for boys, poor mental health for girls and early onset depression for both. Both cited reviews were from primary sources and seem to be relevant to the study problem. However, the researchers do not give a critical analysis of the results of the cited reviews. The research was conducted through the collection and analysis of survey data from a sample size of over two thousand teenage students collected twice over a period of two years (Bond, Carlin, Thomas, Rubin and Patton, 480). The study was undertaken in schools around Victoria, Australia with a sample size of 2680 secondary school students. The sample was selected from a large population of students from over 12 school districts in rural and metropolitan Victoria. Participation in the study was voluntary for students; requiring written parental consent before involvement in the research. The researchers also sought the approval of education and health stakeholders. They included The Royal Childrens Hospital, the ethics, and human research committee, the Catholic Education Office and the Victorian Department of Education and Training (Bond et al.,481). The researchers clearly describe the method of sample selection. In metropolitan Melbourne, statistical probability methods were used to allocate randomly all participating schools to control or intervention status. Then random sampling methods were employed by the researchers to select 12 schools from the â€Å"intervention† status and 12 schools from the â€Å"control† status. In Rural Victoria, six schools were randomly selected from two regional districts. The total number of schools in Victoria that agreed to participate was twenty-six. Twelve of those schools were assigned

Professionalism in Practice Essay Example | Topics and Well Written Essays - 1500 words

Professionalism in Practice - Essay Example Therefore, taking up a teaching profession is not by chance in most cases. Most practicing teachers believe that to become a teacher is a ‘calling,’ where one just feels indebted to take up a socially responsible profession that would help shape the society in a positive and generally accepted way. Thus according to Howard Sharron (1987), by virtue of being a teacher, one would have committed him/herself to answer the calling of helping others gain knowledge. In most cases, it is out of love of doing good things that would promote peace and tranquility in the society. Basically, one main reason for an individual to decide to take up the teaching profession is the need to instill good morals and values in pupils so as to create a habitable environment comprising of knowledgeable people who use the power of reasoning in conducting themselves in their daily lives. Instilling discipline among children is one of the core tenets of teaching as this would contribute towards the development of a generation that can distinguish between what is wrong and good. This would be the stepping stone of creating a crime free environment as in most cases people are redeemed by education from behaving in a rogue manner. Haim Ginott, (1972:9), sums it all when he says, â€Å"school is a perfect preparation for the world.† Another reason of becoming a teacher is the commitment to be part and parcel of developing the educational background of pupils hence improving the country’s literacy rate. A country that has got a higher literacy rate stands better chances of economic development and growth because educated people are enlightened in most of the things hence they are able to make informed decisions that would benefit them. 2. A teacher in every school is expected to uphold some values that define the profession. First and foremost, a teacher has a great responsibility of molding the values of children since they spend a great

Finance report Essay Example | Topics and Well Written Essays - 4750 words

Finance report - Essay Example We divided its capital into four equal portions of QR 250,000 each to invest in each of the four investment platforms available. As such, we invest QR 250,000 in the Qatar Stocks Exchange, which is the principle stock market of Qatar. It invests another QR 250,000 in Qatar National Banks as bank deposits. It then invests the third portion of their capital, another QR 250,000 in gold and other metals. Some of these gold businesses are international and not available within the country. Furthermore, it invests the last portion of their quarter million in Forex markets, mainly dealing with currencies exchange with the Qatar Riyal. We has an investment philosophy that is of a risk taking capacity, which means that we will easily go for the high risk investments because of the high returns associated with these investments. Furthermore, we is aware that these high-risk investments may either lead to the loss of all the invested capital, or lead to a significant profit way beyond their imagination. We practices on the â€Å"risk-return tradeoff† investment strategy. This investment strategy operates on the principle that the potential of returns raises with an increase I the risk of investment. As such, lower levels of uncertainty, such as loss risk investments, have a high likelihood of bringing in low potential returns on the other hand, high levels of uncertainty, such as in high-risk investments, there is a high likelihood that the investments will yield high potential returns. Consequently, in accordance with the concept of â€Å"risk-return trade off† in business investments, money invested by an investor can render higher profits only if it is subject of a high possibility of losses. This model of business investment strategy requires traders to be always aware of their personal risk tolerance whenever they make choices of their investment portfolios owing to the

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Human behavior - Assignment Example In the Gulf countries, gender discrimination is the most common and vital problems among others. Women of the Saudi Arabia are restricted many aspects both on personal and professional ground. They do not the freedom to drive car, work in the private sectors as well as they are not eligible to work in the garment industry. These are the social restriction imposed on women and hence their right to live a free life is being curbed to a considerable extent (Paludi, 2010). Moreover, women have to wear ‘Burka’ every time, they have no freedom to wear western dresses, they have to cover their head and face throughout the day to add to it they also do not have the freedom to be bare feet. On the contrary, Men of the Gulf countries enjoy various rights. Men have segregated women from the society, especially in the social parties and get-togethers were women are not allowed to attain any social gathering. According to International Labor Organization (ILO), the rate of employment is very low in case of women, because women of the Islamic family do not to permit work outside the house. Gradually, this known scenario is changing and affecting the status of women, as they are now coming out and working in banks, and other governmental places. However, women are not allowed to converse with the opposite gender in the workplace. This aspect of women in Saudi Arab refers to the curbing of human rights and freedom of speech. Moreover, government head s of the Gulf countries generate work only for women, where people of opposite genders do not allow to work. This action represents the practice of gender discrimination against women (Newman, 1999). In the work place, where people of both gender work in the same level, there women always face discrimination regarding different kinds of employ benefits, such as women employee get maternity benefit exclusive of child care

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What is life - Essay Example Link: http://www.sciencebuddies.org/science-fair-projects/project_scientific_method.shtml Chemistry involves the study of the chemical compounds that make part of our environs. This is directly linked to biology in that biology engrosses the study of chemicals in living organisms and thus draws the fundamental concepts from chemistry. The study of any living thing within the predispositions of biology involves the study of chemistry. Chemistry also helps in the explanation of the chemicals of life such as the cellular compositions. Chemistry also explains how given parts of the body function and more the digestion of the different foods in the body. Link: https://www.youtube.com/watch?v=XmBmghaw7_E The movement of the micro molecules in the cells involves the force of energy and biochemical reactions of the cells which require energy to occur. These reactions are sped up or slowed down depending on the energy that the cells have acquired from the adjacent environments. The building up and breaking down of the cellular components make part of the cell metabolism process as energy is transferred and used in these processes. The enzymes speed the biochemical reactions of the cells to speed up the metabolism processes to support the cell functions. The chemical reactions convert the substrates into products and this is done by attaching chemical groups or breaking off to divide the chemical groups from the substrates, for instance the process of glycolysis. Link: https://www.youtube.com/watch?v=rjza24Oyalc All organisms are composed of cells which are the basic units of life. The cell structures are the smallest units of life and therefore the units that are smaller than the cell are not alive. Different cell structures perform different functions and in different organisms. Generally the cells are composed of plasma membrane, which separates the cells from the external environment, the

Human behavior Assignment Example | Topics and Well Written Essays - 500 words

Human behavior - Assignment Example In the Gulf countries, gender discrimination is the most common and vital problems among others. Women of the Saudi Arabia are restricted many aspects both on personal and professional ground. They do not the freedom to drive car, work in the private sectors as well as they are not eligible to work in the garment industry. These are the social restriction imposed on women and hence their right to live a free life is being curbed to a considerable extent (Paludi, 2010). Moreover, women have to wear ‘Burka’ every time, they have no freedom to wear western dresses, they have to cover their head and face throughout the day to add to it they also do not have the freedom to be bare feet. On the contrary, Men of the Gulf countries enjoy various rights. Men have segregated women from the society, especially in the social parties and get-togethers were women are not allowed to attain any social gathering. According to International Labor Organization (ILO), the rate of employment is very low in case of women, because women of the Islamic family do not to permit work outside the house. Gradually, this known scenario is changing and affecting the status of women, as they are now coming out and working in banks, and other governmental places. However, women are not allowed to converse with the opposite gender in the workplace. This aspect of women in Saudi Arab refers to the curbing of human rights and freedom of speech. Moreover, government head s of the Gulf countries generate work only for women, where people of opposite genders do not allow to work. This action represents the practice of gender discrimination against women (Newman, 1999). In the work place, where people of both gender work in the same level, there women always face discrimination regarding different kinds of employ benefits, such as women employee get maternity benefit exclusive of child care

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Adidas Market Entry Strategy

Adidas Market Entry Strategy Adidas aims to achieve the mission of being the leading sports brand in the world. They aim to achieve this by the brands broad and unique product portfolio spanning from apparel and footwear for professional athletes to premium fashion (adidas-group, 2010). It allows Adidas to address multiple consumer needs, exploit market opportunities from various angles as well as be less affected by one-dimensional market risks. Adidas commitment to product innovation and its rich heritage differentiates the brand from competitors and provides a solid platform for future growth (adidas, 2010). For over 80 years the Adidas Group has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, the Adidas Group is a global leader in the sporting goods industry and offers a broad portfolio of products. Products from the Adidas Group are available in virtually every country of the world (linkedin, 2010). Adidas is a brand name which comprises of a group of companies specializing in athletic footwear, clothes and equipment. After being founded in 1948, the company has several branches, joint stock enterprises and representative offices located around the globe. Its products are sold in more than 160 countries (intercomp, 2010). Today, the total staff employed by Adidas-Salamon AG group extends to 17,000 (intercomp, 2010). Of this number, over 3000 people are employed by two basic corporate centres- its headquarters in Herzogenaurach (Germany) and its operations centre in Portland, Oregon (USA) (intercomp, 2010). Al so located in Herzogenaurach are the strategic business units for Running, Soccer and Tennis as well as the Research and Development Centre. Adidas propose to work on a simple strategy that involves continuously strengthening their brands and products to improve competitive position and financial performance. The company also operates design studios and development departments at other locations around the world, corresponding to the related business activity. Adidas Sourcing Ltd., a fully-owned subsidiary headquartered in Hong Kong, is responsible for worldwide sourcing (adidas, 2010). Most marketers face many demands due to globalisation in todays marketplace. Globalisation in simple words can be said to be a trend expiring in the western world which can be easily taken into an emerging market (Jackson and Shaw, 2009). Globalisation involves global markets and global marketing which comprises of customers, competitors and the marketers who help companies to be successful. Global marketing can be defined as the marketing activities which are coordinated and integrated across multiple country markets, may involve standardised products, uniform packaging, similar advertising and coordinated sales campaigns across markets in several countries (Johansson, 2009). There can be five major classes of variables which propel companies towards globalisation in todays world. These are known as globalisation drivers and are market drivers, competitive drivers, cost drivers, technology drivers and government drivers (Johansson, 2009). Overview of Russia Russia is the largest country in the world, spanning 11 time zones and covering one-eighth of the worlds land surface. It is a combination of 89 different entities that constitute 16 autonomous republics, five autonomous regions, 10 national regions and several provinces and metropolitan cities and most of its residents live in urban areas (icmrindia, 2010). Russia is sometimes also referred to as the Russian Federation and hosts 141.9 million citizens descending from more than 100 ethnic groups (state, 2010). The capital and largest city in Russia is Moscow and is increasingly important as an economic and business centre; it has become Russias principal magnet for foreign investment and business presence. Moscow is rich in cultural tradition with many museums devoted to art, literature, music, dance, history, and science, as well as hundreds of churches and dozens of notable cathedrals (state, 2010). The second-largest city in Russia is St. Petersburg, which was established by Peter the Great in 1703 to be the capital of the Russian Empire as part of his Western-looking reforms. In Russian economy, the highest emerging industry is retail industry (Aslund, 1995). In recent years, Russia has appeared as a leading name among the countries contributing to retail environment. The fast development of retail trade and high consumer expenditure has been attracting large number of global companies to Russia (Voronkova and Lucey, 2005). Russian economy and businessÂÂ  are facing the boom period and are about to gain more momentum in the coming years. As per the estimates in the year 2007, the current financial year GDP would be around US $733 billion. As per the estimates, the GDP growth rate would remain above 5% till the year 2012 (mapsofworld, 2010).ÂÂ  Other participants ofÂÂ  Russian economy and businessÂÂ  sector are industrial productions, import and export business, agriculture and many others. The main centres of business at Russia are Nizhny Novgorod, Moscow, Vladivostok, St Petersburg and Novosibirsk (mapsofworld, 2010).ÂÂ   Recently thousands of private companies have been carrying out their business in Russia, adding revenue to the Russian economy (mapsofworld, 2010).ÂÂ   Overview of Bangladesh Bangladesh, formerly East Pakistan, is the second largest Muslim country in the world. The capital, Dhaka, has over 2000 mosques and is known as the city of mosques. Bangladesh is bordered on the west, north, and east by India, on the southeast by Myanmar (formerly known as Burma), and on the south by the Bay of Bengal (mapsofworld, 2010). Bangladesh is one of the worlds most densely populated countries, with its people crammed into a delta of rivers that empties into the Bay of Bengal (bbcnews, 2010). Most of the people of Bangladesh are restrained to villages, with only 26 per cent living in urban areas. More than 98 percent of Bangladeshs population are Bengalis, who are largely descended from Indo-Aryans; the remaining two per cent includes Biharis and non-Bengali Muslims who had migrated from India. Bangladeshi culture, in many ways, reflects the culture of Greater Bengal (mapsofworld, 2010). Bangladesh has been in the course of a rough economic past. Two partitions led to wide economic neglect and even producing jute in large quantities contributed very little towards economic growth, as the country could not find much investment in this sector (mapsofworld, 2010). The foremost employer is agriculture, but it is unable to meet the demand for jobs. Thus many Bangladeshis in common with citizens from other countries in the region seek work abroad, sometimes illegally. The country is trying to diversify its economy, with industrial development a priority (mapsofworld, 2010). Overseas investors have pumped money into developed and the energy sector. Onshore and offshore gas reserves hold out some chance of future prosperity. Urbanization is proceeding rapidly, and it is estimated that only 30% of the population entering the labour force in the future will be absorbed into agriculture, although many will likely find other kinds of work in rural areas (mapsofworld, 2010). PEST Analysis All organisations operate in market places that are affected by forces outside their control (Jackson and Shaw, 2009, pp 300). Factors considered within the macro environment affect not only the company but all the other members of its micro environment, namely its suppliers, consumers, etc ( Easey, 1995). An analysis of the external factors that influence the firm is known as the PEST analysis i.e. Political, Economic, Social and Technological. PEST analysis of any industry sector investigates the important factors that are affecting the industry and influencing the companies operating in that sector. Political factors include government policies relating to the industry, tax policies, laws and regulations, trade restrictions and tariffs etc. Political factors affect both the producer and the consumer in various ways (Bohdanowicz and Clamp, 1994). A stable political surrounding is the basis for long-term decisions. The economic factors relate to changes in the wider economy such as economic growth, interest rates, exchange rates and inflation rate, etc. Vignali et. al, (2008), express that economic trends are extremely important for the business and that they depend to a great extent on the governments politics. Social factors often look at the cultural aspects and include health consciousness, population growth rate, age distribution, changes in tastes and buying patterns, etc. Changes in lifestyle and opinions influence the demand and the way of selling products (Vignali et. al, 2008, pp. 364). The technological factors relate to the application of new inventions and ideas such as RD activity, automation, technology incentives and the rate of technological change. As in all areas of industry new technology is making great inroads to improve quality of life and increase speed and quality of manufacture (Easey, 1995). 2.1 PEST Analysis of Russia (P)olitical factors The Russian economy underwent tremendous stress in the 1990s as it moved from a centrally planned economy to a free market system. In the political system established by the 1993 constitution, the president wields considerable executive power. There is no vice president, and the legislative branch is far weaker than the executive. Difficulties in implementing fiscal reforms aimed at raising government revenues and a dependence on short-term borrowing to finance budget deficits led to a serious financial crisis in 1998. Lower prices for Russias major export earners (oil and minerals) and a loss of investor confidence due to the Asian financial crisis exacerbated financial problems (state, 2010). Russia, initially Soviet Union has faced many economic difficulties in the past. The current President Russia is Dmitry Medvedev, but the government is still thought to be run by the previous President and current Prime Minister Vladimir Putin (bbcnews, 2010). The budget deficit of Russia rise n sharply in 2009 to around $60bn (Â £42bn). Moscows revenues are sharply down because of the plummeted oil prices due to a drop in global demand. (E)conomic factors The Russian economy is largely dependent on its export resources, oil and gas. The energy giant Gazprom is controversially close to the Russian state and critics say it is little more than an economic and political tool of the Kremlin (bbcnews, 2010). The Russian labour force is undergoing tremendous changes. Although well educated and skilled, it is largely mismatched to the rapidly changing needs of the Russian economy. Official unemployment dropped to its lowest rate of 5.4% in May 2008, and labour shortages appeared in some high-skilled job markets (state, 2010). The economic crisis which began in late 2008, however, quickly reversed this trend and the ranks of unemployed swelled to an International Labour Organization (ILO) estimated 9.5% in the first quarter of 2009; 1.8 million Russian lost their jobs in the first quarter of 2009 alone (state, 2010). , President Dmitry Medvedev claimed Russias economy will shrink by 7.5% in 2009 (bbcnews, 2010). However, real disposable income s have doubled since 1999, and experts estimate that the middle class constitutes approximately one-fourth of the population. The economic crisis, however, caused real disposable incomes to drop by 6.7% year-on-year in January 2009, and wages fell by 9.1% year-on-year in January 2009 (state, 2010). (S)ocial and Cultural Factors Russias population was 141.91 million as of January 2009, a very slight decrease from the previous year according to the government statistics service and the Ministry of Public Health The birth rate in 2008 was the highest recorded in the last 15 years. Life expectancy remains low compared to developed countries, but rose to 61.4 years for men and 73.9 for women in 2007 (state, 2010).Cardiovascular diseases, cancer, traffic accidents, and violence continue to be major causes of death among working age men. Many premature deaths are attributed to excessive alcohol consumption and smoking. A truly healthy Russia will require serious improvements in the health sector and some major changes in current cultural norms. Russias educational system has produced nearly 100% literacy. About 7 million students attended Russias 1,090 institutions of higher education in 2006, but continued reform is critical to producing students with skills to adapt to a market economy (bbcnews, 2010). Unemployment is highest among women and young people. Russia has an area of about 17 million square kilometres (6.5 million sq. mi.); in geographic terms, this makes Russia the largest country in the world by more than 2.5 million square miles. But with a population density of about 22 persons per square mile (9 per sq. km.), it is sparsely populated, and most of its residents live in urban areas (state, 2010). (T)echnological factors Russian TV broadcasting is dominated by channels that are either run directly by the state or owned by companies with close links to the Kremlin. The government controls Channel One and Russia One two of the three main federal channels while state-controlled energy giant Gazprom owns NTV (bbcnews, 2010). For most Russians, television, especially via the national networks, is the main source of domestic and international news. There are more than 400 daily newspapers, catering for every taste and persuasion and the major nationals are based in Moscow. Around 38 million Russians use the internet (bbcnews, 2010). 2.2 PEST Analysis of Bangladesh (P)olitical factors The first government of new formed Bangladesh after partition was formed in Dhaka with Justice Abu Sayeed Choudhury as President, and Sheikh Mujibur Rahman (Mujib) who was released from Pakistani prison in early 1972 as Prime Minister (bbcnews, 2010). The president, while chief of state, holds a largely ceremonial post; the real power is held by the prime minister, who is head of government. The president is elected by the legislature (Parliament) every 5 years. The presidents circumscribed powers are substantially expanded during the tenure of a caretaker government. In the caretaker government, the president has control over the Ministry of Defense, the authority to declare a state of emergency, and the power to dismiss the Chief Adviser and other members of the caretaker government. Despite serious problems related to a dysfunctional political system, weak governance, and pervasive corruption, Bangladesh still remains one of the few democracies in the Muslim world (state, 2010). H owever, democratic institutions and practices remain weak (bbcnews, 2010). (E)conomic factors Bangladesh has been through a rough economic past because of two partitions that led to widespread economic neglect and producing jute in large quantities contributed very less towards economic growth, as the country could not find much investment in this sector. The major employer in Bangladesh economy is agriculture, but it is unable to meet the demand for jobs. The country is trying to diversify its economy, with industrial development a priority. Overseas investors have pumped money into manufacturing and the energy sector. Onshore and offshore gas reserves hold out some chance of future prosperity (bbcnews, 2010). The Economist Intelligence Unit expects the fiscal position to remain weak in fiscal years 2009/10-2010/11 (July-June) as the government increases its efforts to implement a wide range of development projects (prlog, 2010). Real GDP growth is forecast to remain fairly stable, averaging 5.7% in 2009/10 and 5.9% in 2010/11, after the economy grew by 5.9% in 2008/09 (prlo g, 2010). Bangladesh deals almost equally in both exports and imports with total exports for Financial Year 2008 are $21.6 billion: capital goods, food grains, petroleum, textiles, chemicals, vegetable oils whereas total imports were $14.11 billion: garments and knitwear, frozen fish, jute and jute goods, leather and leather products, tea, urea fertilizer, ceramic tableware (state, 2010).ÂÂ  Urbanization has occurred rapidly in recent years and it is estimated that only 30% of the population entering the labour force in the future will be absorbed into agriculture, although many will likely find other kinds of work in rural areas (mapsofworld, 2010). (S)ocial and cultural factors The area that is now Bangladesh has a rich historical and cultural past, combining Dravidian, Indo-Aryan, Mongol/Mughul, Arab, Persian, Turkic, and west European cultures. About 98%, Residents of Bangladesh are ethnic Bengali and speak Bangla, thus called Bangladeshis (mapsofworld, 2010). Urdu-speaking, non-Bengali Muslims of Indian origin, and various tribal groups, mostly in the Chittagong Hill Tracts, comprise the remainder (mapsofworld, 2010). Most Bangladeshis (about 88.3%) are Muslims, but Hindus constitute a sizable (10.5%) minority (bbcnews, 2010). English is spoken in urban areas and among the educated. Bangladesh is one of the worlds most densely populated countries, with its people crammed into a delta of rivers that empties into the Bay of Bengal. Poverty is deep and widespread; almost half of the population live on less than one dollar a day. However, Bangladesh has reduced population growth and improved health and education (state, 2010). (T)echnological factors The main broadcasters Radio Bangladesh and Bangladesh Television (BTV) are state-owned channels and are considered government-friendly. There is little coverage of the political opposition, except in the run-up to general elections when a caretaker government takes control. TV is the most-popular medium, especially in cities. Foreign, especially Indian, TV stations have large audiences in Dhaka and other cities. State-run radio covers almost the entire country. BBC World Service programmes in English and Bengali are broadcast on 100 MHz FM in Dhaka. Newspapers are diverse, outspoken and privately-owned. English-language titles appeal mainly to an educated urban readership (bbcnews, 2010). 2.3 Adidas Entry to Russian Market Adidas boasts a 25 year history of success in the Russian market (intercomp, 2010). Its products are currently sold through 700 outlets in Russia and the CIS, and it owns 70 signature stores in Moscow, St. Petersburg, Nizhny Novgorod, Rostov-on-Don, Novosibirsk, and other places in Russia and the CIS countries (intercomp, 2010). Adidas has also proven to be successful previously in Russia and other European economies. Russia has been a successfully emerging market within the last decade in comparison to Bangladesh. The gross domestic product and geographical comparison of both countries also identifies Russia to be more sound economically and larger than Bangladesh. Russia Retail Market will grow from RUB10.87trn (US$425.0bn) in 2007 to RUB22.58trn by 2013 (prlog, 2010). The other factor which supports the move of Adidas towards Russia is the 100% literacy rate in Russia which makes it easier for Adidas within an educated workforce. Bangladesh on the other hand still is a developing country with deficiencies like poverty and uneducated workforce holding the progress of the country to some extent. Similar to Adidas many other international brands have been attracted to Russia such as Nike. The emergence of free market entry in 1993 in Russia significantly made them a potential target for international brands. Bangladesh has been a target of bitter rivalry between two women- Sheikh Hasina and Khaleda Zia both former prime ministers. They both had been jailed for suspected corruption but were released to contest the vote (bbcnews, 2010). The rivalry between these two women has been ongoing for past two decades has been a major factor in the slow economic growth of Bangladesh. Both these economies possess potential to attract international brands but Ba ngladesh still lack behind Russia in order to be the choice of market for Adidas. Higher GDP, more educated workforce, previous history of success, larger geographical area and political support are some factors which make Russia the choice of market for Adidas. ENTRY METHOD Entering an international market is never simple or nor automatic for any international brand (Burnett, 1993). There are many different ways to gain entry for companies which are largely dependent on their internal strengths and competitiveness in comparison to the regional competitors. In practice, many firms use a customised approach to entering a market. They determine their competitive advantage over other firms at home or overseas and then plan their entry strategies accordingly (Blythe, 2003). Jeannet and Hennessey (1992) cited by Blythe (2003), identified the primary market entry strategies which are more recently considered to be divided into three main groups: Exporting, Joint Venture and Direct Investment or Strategic Alliance. Exporting can be described as selling of a product in another country without making a commitment to the local production (Burnett, 1993). Exporting is further divided into direct and indirect exporting. Joint Ventures are joining of a foreign company with an outside partner to share the stock ownership of the new company. Strategic alliances are the recent method of entry into a foreign market and involve more effort than a joint venture (Burnett, 1993). The entry method of choice for Adidas to move into Russia should be either indirect exporting or by creating local manufacturing. Local manufacturing might be more useful as it will obtain create more jobs for local people and that will help in creating a good image for the company and the product. On the other hand indirect exporting has been proven to be successful in many European companies for example Japanese soap company Kao (Burnett, 1993). COMMUNICATION STRATEGY A communication strategy of a company must be integrated across the whole range of marketing activity, should include a feedback system, reflect organisational objectives and finally competition (Blythe, 2003). Careful integration and co-ordination of many communications Channels to deliver a clear, consistent and compelling message about the organisation and its products is referred as Integrated Marketing Communications (Kotler, 2001). Push and pull strategies can be described as marketing strategies with different objectives and operational methods. A pull strategy attracts customers to a brand through advertising and other communications, with the aim of persuading customers to seek the brands and products. On the other hand, push strategy involves incentivising retailers to carry and self stocks (Jackson and Shaw, 2009). Push strategy greatly depends on the personal selling ability of retailers and stockists. Adidas needs to use the pull strategy in order to successfully move into the Russian market as previously, Adidas has been creating their brand name with heavy advertising on Russian TV channels. For most Russians, television, especially via the national networks, is the main source of domestic and international news (bbcnews, 2010). Adidas, the second largest brand in the market has always flirted with fashion more overtly than nearest rivals. Adidas retain the services of global advertising agencies and use of promotional tools such as costly TV campaigns and guerrilla marketing (Tungate, 2008 ). The other factors in Russian market discussed in the PEST analysis of Russia such as stable political structure, business culture dominant environment, growing economic conditions, high growth potential, positive demographic trends, innovative/business retail culture and niche opportunities within the retail structure provides strong basis for the use of Pull strategy by Adidas (Hines and Bruce, 2001). 4.1 Market Segmentation, Targeting and Positioning Market segmentation refers to the process of identifying a division of a wider market in order to target it effectively within the marketing mix. The selected market segment needs to be sufficiently homogenous to respond to a single integrated marketing mix (Jackson and Shaw, 2009). Although every customer is different, it is possible using segmentation, targeting and positioning techniques, to place them into understandable group and to then ensure that we deliver the right fashion products to them (Thorne cited by Jackson and Shaw, 2009, pg51). Market Segmentation takes place on many different basis such as demographic, purchasing behaviour, geographic and psycho-graphic segments of the market. The demographic segmentation relates to topics like age, gender, race, religion, family size etc, purchasing behaviour relates to benefits, loyalty level, user occasion and readiness to purchase, geographic relates to country, town, city, climate, hemisphere, travel time and psycho-graphic relates to social class, lifestyles, spending behaviour and attitudes (Jackson and Shaw, 2009). Although these factors listed above are the most common and relevant, changes in the socio-culture can force marketers to re-evaluate these according to the situation. The ultimate purpose of market segmentation is to select a target market or markets. The targeting of a market includes segments that company intends to serve and the process of determination of these segments is called target market determination (vignali et.al, 2008). Three marketing strategies can be undertaken by Adidas to identify their target market which are undifferentiated, differentiated and concentrated marketing. Undifferentiated can be described as the strategy where the company ignores some of the market segments in order to achieve benefits and thus creates and enters the market with a completely unique marketing mix. The advantage of this strategy lies in lower costs: as the identical product, promotion and price and sales efforts for the whole market ensures low costs (vignali et.al, 2008). Concentrated this approach is suitable for companies with insufficient resources for differentiated market and concentrates on one or several segments (vignali et.al, 2008). Differentiated this approach focuses on covering all the segments of the market with different marketing mix for each segment. This is appropriate for large international brand names in order to create and spread their brand to every consumer (vignali et.al, 2008). Adidas will be successful in using differentiated strategy as they will be able to concentrate on each individual segment and create their brand name with the help of right promotional tools. This approach will also be useful as Adidas has been able to advertise heavily using TV adverts previously. Positioning Positioning is the development of a service and a marketing mix to occupy a specific place in the minds of customers within target markets (vignali notes). Positioning begins with the customer. But positioning is not so much what you say about your products or company as much as it is what your customers say about you. Regis McKenna, Relationship Marketing (vignali notes). Positioning implies adjustment to all marketing activities to the consumers expectation in the given segments. The basis for product or brand positioning is market segmentation and Positioning creates competitive advantage. Adidas needs to identify their target segments, and then needs to utilize the right marketing strategy in order to provide right market positioning for their product in Russia. Adidas chief executive Herbert Hainer has claimed Russia to be the biggest market in Europe for Adidas (retail news, 2008). Positioning can be achieved in six major possible ways which are specific product features, Benefits, problem solution, or needs, specific usage occasions, user category, against another product and Product class dissociation (vignali notes) 4.2 Branding and Brand Equity The purpose of a brand is to differentiate a product or service from competitor offerings, and to achieve effective positioning. (Bruce and Barnes, 2005 as cited in Littler, 2005) A global brand is one that is available in most countries in the world and shares the same strategic principles, positioning and marketing in every market throughout the world, although the marketing mix can vary. It has a substantial market share in all countries and comparable brand loyalty. It carries the same brand logo. De Mooij (2005). Branding provides visual cue to convey messages to consumers, it directs customers buying behaviour, differentiates from competitors, acts as positioning, help develop and sell brand extensions and also provides brand equity to company. Brand equity can be described as the total value of a brand including tangible and non tangible assets such as brand name, loyalty, perceived quality and associations (Jackson and Shaw, 2009). BUSINESS RISK Adidas moving into Russia have many advantages; however it also posses the potential for a few unwanted risk such as Political risk, Economic risk, Commercial risk, Taxes and legislation relating to company incorporation (Vignali notes). The political risks comprising of foreign policies and the risk of new government policies into action, economic growth is on the rise but Russia did face a crisis in 2008 from which they only recently have recovered (bbcnews, 2010), risk to competitors locally and internationally create a high risk of failure and finally the taxation and other legislation can be quite expensive and have an effect on the marketing strategies of the company. CONCLUSION/ RECOMMENDATIONS Russia and CIS countries are set to become Adidas groups biggest market in Europe by 2010, says chief executive Herbert Hainar (retail news, 2008). Russia is a very dynamic country and is known for world-class athletes as well as enthusiastic fans. By expanding our own retail network in Russia and the CIS countries, we are giving consumers access to a unique brand experience and to achieve their personal best. Martin Shankland, managing director of Adidas group in Russia and CIS (retail news, 2008). The new ÂÂ  BMI Russia Retail report predicts that the countrys total retail sales will more than double in local currency terms by 2013, growing from RUB10.87trn (US$425.0bn)ÂÂ  in 2007 to RUB22.58trn by 2013 (prlog, 2010). Rising disposable incomes, an expanding middle class and rising levels of credit penetration are key factors behind retail market expansion. . Russia has around 14 cities with more than 1mn people, and consumers are increasingly looking to modern retail outlets for aspirational purchases. The countrys large population and in particular the affluent urban population of the capital Moscow, is providing a solid base for the expansion of the retail market (prlog, 2010). Being an emerging market Russia possesses the potential for being successful for international brands and also poses some threats or risks. Adidas business entry strategy needs to be very cautious and similar to the strategies used before by them in Russian market. They also needs to have contingency plans in case of failure of the current strategies adopted by the company and also needs to carefully consider the promotional tools.