Functions of Public Relations Essay Example | Topics and Well Written Essays - 1250 words

Functions of Public Relations - Essay Example The two main functions of Public Relations are Organizational and Societal. The scope of Organizational Public Relations covers all the internal processes. This is the representation of the company in relation to specific groups or other organizations. This is directed to both internal and external groups. An example of an internal group is the employee base of the company and one example of an external group is the media. With Organizational Public Relations, the focus is on knowing and addressing the needs of the company or the issues in the organization itself and relating this to how other organizations outside the company affect these needs and how they can contribute to the resolving of issues or problems. Societal functions of Public Relations on the other hand, deal with external processes or how the company reaches out to society. This includes activities or strategies directed towards the public with the intention of addressing their needs and interests. The societal functi ons have intentions of both serving the objectives of the company and getting information from the public regarding their needs and concerns so these matters may be properly attended to. I have cited two specific functions each for both organizational and societal public relations. A. Organizational 1. Employee Relations This is part of the organizational function of Public Relations as the purpose of this strategy is to maintain a healthy employee-employer relationship with the aim of improving productivity, increasing morale and providing motivation (Employee Relations, 2001). Information is given to the employees regarding the goals, objectives and the current status or performance of the company. It is also a venue for the airing of grievances or concerns. It is usually done through internal communications like company newsletters or briefings, dialogues, recognition programs and other company events. 2. Media Relations The media has been the main instrument for Public Relations campaigns or programs. It is the means by which information which the organization needs and wants to convey to the public, is disseminated. Media Relations is establishing an affiliation with the media by consistently responding to them and reaching out to them. Public Relations, in this aspect acts as a representation of the company to the media. Media relations is part of the organizational function because it addresses the objectives of the company by establishing close cooperation with another group or entity which is very instrumental to the achievement of the company's goals. B. Societal 1. Marketing Communications Marketing Communications provides means to send messages across markets or to a specific market. Its focus is on the products and services of the company and is mainly concerned with the increase in demand and proper positioning of the products and services (Marketing Communications). The tasks involved in Marketing Communications include promotion, advertising, publicity, branding and packaging among others. These tasks help in the efforts to increase product awareness and sales of the company's products and

Global human power Essay Example for Free

Global human power Essay Most of the victims in the novel were Frankensteins family, William, Henry, Justine and Elizabeth. These people all suffered due to the creatures anger from Frankensteins original neglect, which is what begun the hatred in the creature. It is not fair to view the creature as a human, as he was artificially created he has no human morals and has never been taught the difference between right and wrong, in the same sense that a court would never convict a baby. Although the creature did manage to master human language skills, it only pushed him further away from society as it allowed him to express his alien nature. We can see this in the novel when the creature put his hand into a fire, because the colours and heat of the fire attracted him I thrust my hand into the live embers but quickly drew it out again with a cry of pain. The creature was a victim in the way that he was uneducated of the world before he stepped into it. Elizabeth can easily be portrayed as a hero in the novel as she represented a saintly soul and a living spirit of love. This lets her down however, when she attempts to save Justine in a religiously Christian based way, which was not successful. Although viewed as a hero she doesnt contain any power over other characters, just a good heart. There is controversy over whether Frankenstein could be viewed as a hero or not, as a cowardly attribute is certainly not a trait of a true hero. When the monster asked him to create a companion for him, he said no as this would enables the creatures to breed and possibly take over global human power. On the other hand he could have spared his family a lot of trouble if he had just created another being who could have possibly shown the love and understanding the creature needed. Frankenstein later realises this when he says For the first time, I felt what the duties of a creator towards his creature were, and that I ought to render him happy before I complained of his wickedness. Elizabeth, Frankensteins wife, was also a hero as she managed to bring up everyones spirits at sad times, and she continually believed in Justines innocence. This particular genre creates a need for both heroes and villains, as it is usually the case of good trying to overpower evil, or vice-versa. To conclude, I believe that there are heroes and villains, as well as victims in this novel. Most of the characters seem to change from villains, heroes and victims throughout the novel, especially the creature and Frankenstein. In my belief the creature was made to be the victim from the opening of the novel as he was neglected, uneducated and ostracised. I believe Frankenstein could have changed everything if he had befriended the creature in the first place. On the other hand Frankenstein was also an isolated individual, although his isolation from society was brought on himself. The novel shows the shallowness of people in society by showing what the monster had to endure because of his appearance, as well as the moral irresponsibility of Frankenstein as a scientist. Frankenstein was always the villain deep down as he attempted to play God, which I dont think should be attempted by any human being. He was obsessed with the fact that he could create life, but never once to considered if it was the right thing to do. I think Shelley is basing the whole novel on, not what Frankenstein actually did, but what he fails to do.  The way the creature is portrayed in 3rd person narrative allows us to see the creature as a hero, villain and a victim. I believe that the creature viewed Frankenstein as a father figure and was mentally tortured when his own creator neglected him. He had nothing to live for, except revenge.

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When you are walking down Main Street, what are you looking at? Storefronts are the main attraction to every one’s eyes as they stroll down the street. They have the power to draw you in or push you away. You can tell a lot about what the store is by what their name is, things in the windows, signs, etc. This is what makes all storefronts unique and different from all other buildings, they tell you exactly what is inside without you having to walk in and discover it for yourself. The storefront is the most important architectural feature of all commercial buildings. It plays a very large role in the store’s advertising and merchandise that draws customers and increase business. The storefront is the most commonly altered feature of a building for this reason. These changes can completely change the building’s architectural features that make up its historical features. The history of storefronts go all the way back into the 1700’s. The Wild West days back in the 1800’s when cowboys and outlaws roamed the free new land are we will start. Saloons, general stores, black- smiths, gunsmiths, etc. all had storefronts telling the cowboys and travelers what their store was. They all had windows you could peek into and see what each had to offer. If you were traveling and came into town, you would want to know where the general store and saloon where so you could get supplies and take the edge off and relax. Without these storefronts you would wander the streets clueless or would just continue traveling thinking that town had nothing to offer. Commercial establishments have been on ground level since the 18th and 19th centuries. They had residentially scaled doors and windows that were unrecognizable from surrounding houses. In rare cases,... ...lder store but can also detract from the visibility of the windows. Neon signs can be quiet effective since they are bright and grab your attention from a ways away. Neon comes in a variety of colors that can be used with your color scheme. Some people say that a neon open sign can be on of the most important features in a store’s window. You also want to check sign ordinances to see if you are allowed to place a sandwich board on the sidewalk between the curb and the store. Storefronts vary from region to region with Jackson Hole, WY being full of tourist merchandise and high prices. Gatlinburg, TN is also a tourist town with tons of attractions and high priced souvenir stores full of junk. Cody, WY had tons of rust old western looking stores and merchandise. Storefronts in larger cities were more modern and industrial looking with nicer clothing and jewelry shops.

Learning importance and a example of essay in learning Essay

Learning is a major part of life. People tend to learn in every steps of their life. Learning does not necessarily involve complex terms, it can also be primitive things that keeps happening in day to day life of an individual. Everybody has different interest, likewise they have a different pattern of learning things. Some people learn faster through visual medium, some through audio, and some just writing down the things depending upon what the subject matter is. I believe that learning process does not start when one settles in a formal environment but it start right from the birth of an individual. Walking, talking, decision making etc. are some examples including every other primary things are the result of learning. Every time anyone has to acquire a new skills, they need to be focused and scrutinize the subject matter thoroughly, that is how learning happens. Learning affects the confidence of a person as well. If someone learn things quickly than they have higher confidence in doing things and learning new things as well. After going through the video couple of times I realized that one who puts hard work and devotion in learning new things can automatically adapt into the ways the things are done and will become successful. I myself am very much interested in music and vaguely inspired by the beauty of it. I think music can be the most influential thing in an individual life. Music can make a person relax after a hard day at work, cure the illness, provides maximum level of comfort to an individual. Being so much influenced on music I have managed to learn a very few instruments and it always gives me pleasure and comfort when I am playing them. But I do not want to stop here. I want to learn more about music. I want to be able to read the music and understand every keys and notation in it. I want to be a musician like David Gilmour from the greatest band ever, â€Å"Pink Floyd,† who is able to play any string musical instrument that exists in planet today. I am currently doing my major in Business with Information Technology however in order to fulfill my ambition in music I have also planned to take music as my minor subject and later on carry it as my profession along with my  Business major degree. It is very much important to me because of my vague interest in it, but mostly it makes me very happy. Finally, I am profoundly inspired from the video that I just watched and it helped me to boost up my morale. I do have much respect for the people attempting to make things happen and these people are just one of those few who dare to take the challenges and do something that makes difference to others.

After Wwi East Asia and North Merica Ap World History Essay

After world war one East Asia and North America responded similarly to economic growth and social structure, while taking opposite decisions concerning politics and international relations. Both countries grew economically due to industrialism and their standard living improved by opting for western lifestyle. But japan was involved in war and with no thoughts of stopping while the United States was remaining out of it. To start with, United States and japan had similar ideas regarding their social structure. As the united stated was evolving in improving standard living, japan was moving towards western cultural values. In the United States woman’s rights and labor was beginning to be a normal idea and even birth control comes into the picture. While in japan gender equality, freedom of expression and dignity of the individual where being embraced. All of this because allot of men had to fight in war and people where needed to do work, women took a step and did it becoming not only efficient for working but also economically independent. In other words countries standard living was rising with more people being comfortable with their way of living and not rebelling because of having more rights. Moreover United States and japan had their difference regarding their international political position. While japan gets involved in war, the United States opts for isolationism. Although world war was over and japan had seen the deaths and devastation they decided to invade Manchuria a city in china and one year later invades Shanghai because of a minor conflict but also because Japanese where waiting for an excuse to conquer china for resources, after the battle of Shanghai 22 major battles followed. Meanwhile the United States stayed in their side provoking little problems. Not forgetting to mention that Japan and war one. Like that the United States and japan where in opposite sides of the war after The Great War, japan inside and the united states outside. In addition United States and japan both grew economically after world war one because their industrialism. Both of them got involved in the war very late that gave them more advantage because they had more weapons. Also their industry grew allot making more weapons to export and also they had more manufacturing. As well the United States was giving out loans to countries that where in a bad shape after war. These made both countries economically grow and become economically superior from other countries. In conclusion the United States and japan where similar regarding social structure and economics, they had their differences in their decisions to enter war again. Even more important is what would happened next and that despite their similarities they would end up as rivals and fighting against each other. Was that really the right choice?

Relational Aesthetics

Relational Aesthetics Introduction Nicolas Bourriaud came up with the term â€Å"Relational Art† in 1995. He defined it as artistic practices that include the whole human relationships together with their social environment as their point of origin. He did not consider art to a private and independent aspect without a context. Bourriaud gave art a whole new outlook where artists no longer have to create art from hidden ideas, but they can create art that incorporates a social surrounding. This is where individuals come together and take part in a group activity.Advertising We will write a custom essay sample on Relational Aesthetics specifically for you for only $16.05 $11/page Learn More In this art, the act is seen as between a community and art, as opposed to an individual viewer and the object of art. The meaning of a certain piece of art is shared collectively by the society in relational aesthetics, and it is not limited to the space of individual perception and idea . This means that art has a clear and open display that is easily understood by the community around. This is because the community finds aspects they can relate to in the art. Relational aesthetics keeps art within a level that the society can understand and takes it off the high levels of complicated processes. Such processes lead to the production of dry, academic, mechanical, and superficial works of art that are empty of meaning, emotions, and integrity (Rosati, para. 2). When art is not able to reach out to the society, it is of no use since it cannot have any physical, moral, spiritual or psychological impact on the viewers. Such art does not take into account the societal factor. This threatens the survival of culture. The nature of relational aesthetics Relational aesthetics is a public and social art by nature. The basic nature of its existence is founded by the interaction between people in the society. Relational art removes the serious edge out of art. It creates an env ironment where people can enjoy themselves in art and creativity when this art is allowed to flow limitlessly. This art seeks to bring people together in the society by bringing art to a level where they can all relate. Unlike the normal art, which was only for those that understood its complexities, relational art exists in simplicity and familiarity. It is an art about aspects of life that relate to the ordinary individual. Relational aesthetics seeks to maintain the culture in a society. This is because it portrays issues that are within the society. The artists using relational art bring out themes that are familiar to the society. This is done in works that are easy to interpret. This is the factor that makes relational aesthetics social and interactive since the society can relate to such works.Advertising Looking for essay on art? Let's see if we can help you! Get your first paper with 15% OFF Learn More Many modern artists have developed a keen intere st in Bourriaud’s concept of relational aesthetics and have embraced the concept. One such artist is Maurizio Cattelan. Cattelan is an Italian artist based in New York. He is popularly known for his dark humor shown in his work that is mostly of a satirical nature. His view towards art is that it can be used for fun at various systems of order in the society. This has earned him the reputation of an art scene joker. Cattelan has adapted Bourriauds concept of relational aesthetics, which is depicted in all his works. Two of his works such as La Nona Ora and HIM will be discussed in this work. La Nona Ora-The Ninth Hour The La Nona Ora is a sculpture that is made up of the effigy of the Pope John Paul II clad in his full ceremonial attire, lying beneath a meteorite that has crashed through a glass ceiling and is about to crush him. It is one of his most popular sculptures. Maurizio Cattelan La Nora Ora-1999 Adapted from: Lambe, 2012 On face value, this sculpture conjures up hu mor in those viewing it. It begs the question of how the representative of god on earth would be crushed by a meteorite from the heavens.Advertising We will write a custom essay sample on Relational Aesthetics specifically for you for only $16.05 $11/page Learn More Maurizio makes use of relational aesthetics to bring out is views and opinions. Growing up, life was not all easy for him. He came from a poor background, and he grew up with a negative attitude towards authority. In Maurizio’s world, ceilings of control and authority should not exist. That is why he found his niche in relational aesthetics where art gives the artists the freedom to express their feelings and opinions. This is because artists do not need to hide their feelings behind abstract ideas and other complexities of art. The above sculpture is extremely direct. It is a remarkably straightforward demonstration of the conflicting views of religion and science. Unlike the normal art, where the viewer has to look for some hidden meaning behind art, relational art is direct and easy to understand. The relational aesthetics aspect in Maurizio’s sculpture provides a chance of interaction between people. According to Wilcox, relational keeps its awe for a realm where it truly belongs which is the interaction between human beings (p.339). The La Nora Ora created such a large wave of awareness that people had already seen its pictures even before its official public showing. This is because it touched on issues that were relevant in the society. Members of the society can relate to the piece of art. Most conventional art works are usually reserved for certain scholarly group that understands the depths of the artist’s concept. Relational art is open to everyone as it is easy to understand and touches on concepts that are familiar in the society (Wilcox, p. 340). HIM Cattelan’s him is a child-size rendition of Hitler on his knees in prayer. This sc ulpture, like all his works, is a satirical depiction of Hitler that has a spooky edge to it. The fact that Hitler, with all the atrocities he inflicted upon the innocent in history, can also kneel and pray arouses many emotions among the viewers who look at the sculpture. Maurizio Cattelan â€Å"him† 2001Advertising Looking for essay on art? Let's see if we can help you! Get your first paper with 15% OFF Learn More Adapted from: Lambe, 2012 Relational aesthetics provides limitless options for an imaginative artist. Cattelan uses this aspect of relational art to the maximum. The him sculpture is a projection of how he provokes and challenges the restrictions and limits that contemporary systems have. He does this mainly through humor and irony. The child-size feature of Hilter, the attire, the pose, and look on his face is subject to different opinions and interpretations. Such a piece of art is direct and simple; hence the public finds it easy to interpret these works of art. The concept and theme of the work is also direct, and the public can relate to it. This is an aspect of relational aesthetics that sets it apart from the conventional art. Maurizio Cattelan’s work often combine sculpture and performance, as depicted in the him sculpture where the child-like Hitler is performing a prayer. His work also subverts the traditional rules of culture, symbolical theft and acts of insubordi nation. Relational aesthetics has a way of allowing artists like Cattelan to tease the art world and expand their imaginations to unimaginable extremes. Cattelan has mastered the art of teasing the art world. He applies irony and satire to his works and addressing issues that affect the society without taking sides. The artist seeks to bring out the reality of all situations in all its complexities without necessarily supporting any ideologies (Lambe, para 5). Conclusion Nicolus Bourriaud made a significant contribution to the art world by coming up with the relational aesthetics concept. This concept has seen the success of many modern artists including Maruchio Cattelan who has embraced the relational arts fully in his works. Cattelan bases his works are of a relational aesthetics nature that seems to have blended in remarkably well with the society. His works have a terrific gallery value and they sell even in the worst economic downturns. This shows that relational aesthetics is more acceptable in the society than the traditional art, which was complex for most people to comprehend. Relational aesthetics has helped artists like Cattelan express their creativity without limit and restrictions hence explore the deepest canyons of art and present it to the society. This presentation is not hidden and masked in complexities. However, it is in a simple way that viewers will find intriguing and enriching. In a way, it opens the viewers’ eyes to the issues that affect the society. All this is presented from an objective view that supports no ideologies. Lambe, Claire. The Last Word – A Report on the Retirement of Maurizio Cattelan. 2012. Web. rollmagazine.com/the-last-word-%E2%80%93-a-report-on-the-retirement-of-maurizio-cattelan/ Rosati, Lauren. Providence: Relational Aesthetics and the Underground. 2008. Web. Wilcox, Alana. The State of the Arts: Living with Culture in Toronto. Toronto: Coach House Books, 2006. Print.

Christmas Traditions Explained for ESL Class

Christmas Traditions Explained for ESL Class Christmas is one of the most important holidays in the English speaking world. There are many Christmas traditions in these countries. The traditions are both religious and secular in nature. Here is a short guide to the most common Christmas traditions. What Does the Word Christmas Mean? The word Christmas is taken from Christs Mass or, in the original Latin, Cristes maesse. Christians celebrate the birth of Jesus on this day. Is Christmas Only a Religious Holiday? Certainly, for practicing Christians around the world, Christmas is one the most important holiday of the year. However, in modern times, traditional Christmas festivities have become much less related to the Christ story. Examples of these other traditions include Santa Claus, Rudolf the Red Nose Reindeer, and others. Why Is Christmas so Important? There are two reasons: 1. There are approximately 1.8 billion Christians in a total world population of 5.5 billion, making it the largest religion worldwide. 2. And, some think more importantly, Christmas is the most important shopping event of the year. It is claimed that up to 70 percent of many merchants annual revenue is made during the Christmas season. It is interesting to note that this emphasis on spending is relatively modern. Christmas was a relatively quiet holiday in the USA until the 1860s. Why Do People Give Gifts on Christmas Day? This tradition most probably is based on the story of the three wise men (the Magi) giving gifts of gold, incense, and myrrh following the birth of Jesus. However, it is important to note that gift giving has only become popular in the last 100 years as figures such as Santa Claus have come to be more important, and emphasis has been shifted to giving gifts to children. Why Is There a Christmas Tree? This tradition was begun in Germany. German immigrants moving to England and the USA brought this popular tradition with them and it has since become a much-loved tradition for all. Where Does the Nativity Scene Come From? The Nativity Scene is accredited to Saint Francis of Assissi in order to teach people about the Christmas story. Nativity Scenes are popular around the world, especially in Naples, Italy that is famous for its beautiful Nativity Scenes. Is Santa Claus Really St. Nicholas? Modern day Santa Claus has very little to do with St. Nicholas, though there are certainly similarities in the style of dressing. Today, Santa Claus is all about the presents, whereas St. Nicholas was a Catholic saint. Apparently, the story Twas the Night before Christmas  has a lot to do with changing St. Nick into modern day Santa Claus. Christmas Traditions Exercises Teachers can use this Christmas traditions reading in class to help start a conversation on how Christmas traditions are different around the world, and whether traditions have changed in their own countries.

Social Media Goals How to Set Them (And Crush Business Objectives)

Social Media Goals How to Set Them (And Crush Business Objectives) With all the time and money that your team invests into your social media marketing, wouldn’t it be nice to prove beyond a shadow of a doubt that your strategy is working? You first need to set right social media goals to help drive progress toward real business objectives. Then, youll be able to show your organization (or your clients) that their investment in social media marketing is  paying off. In this blog post you’ll learn: How to create attainable S.M.A.R.T social media goals. How to find the data you need to measure progress toward your goals. How to organize and record the data to prove your efforts are on track. How To Set Social Media Goals To Crush Your Business ObjectivesBefore You Start, Download Your Social Media Goal Kit Weve put together two templates to make applying the advice in this post easy: S.M.A.R.T Goals Worksheet to map out your goals and KPIs. Social Media Metrics spreadsheet template to record your weekly, monthly or quarterly data all in one place. Download em both now, and then well move on. Determine Which Channels You’re Going To Focus On The first part of your goal-setting process involves determining which social media channels to focus your efforts on. How do you know what channels to choose? Some qualifications that you may way to think about include: Where do we have the most active social presence? Where do we see the most potential for growth? Where is our competition the most successful online? Using those questions you should be able to prioritize which are most important. Which social media channels is your brand focusing on?Create Your S.M.A.R.T Goals The second part of creating your social media goals involves creating goals that are Specific, Measurable, Attainable, Relevant and Time-Bound. The goals that you create need to be able to have a numerical value attached to them in some shape or form. For example, let’s break down the S.M.A.R.T specifics of the following goal: I want to add 5,000 Facebook followers to my total count by the end of 2017. This goal statement is: Specific: I want to gain 5,000 Facebook followers. We know exactly what we need to do in order to mark this goal as done. Measurable: 5,000 followers is a measurable value Attainable: If my Facebook followers are at 0, gaining 5,000 followers within a short amount of time, is a bit of a long shot, however, if you have a longer period of time (6 months or more) 5,000 followers is more attainable. Relevant: Is Facebook a strong social media channel that is garnering a lot of website visits or audience interaction? Is it worth the team’s time to invest in getting those extra followers? Time-Bound: The goal of gaining 5,000 followers needs to be met by Q4 of 2017. Your team now has a deadline. Each goal that you create can be recorded in the social media goals kit that you downloaded earlier: But if you need some help brainstorming S.M.A.R.T goals that you’re team wants to reach, we’ve broken down a couple of common goals and how to find the data you need to track progress toward them. Here's how set achievable social media goals (and track your progress towards them)Which Social Media Marketing Goals Should I Focus On? These next set of goals are broken down into categories: Traffic, Conversion  Increases, and Brand Awareness.  Your team can decide which metrics and goals to create in order to best achieve your overall business goals. But what do these categories mean? Traffic: How many of your followers are going from your social channels to your website? Conversions: How often are you followers following through and completing a set action Brand Awareness: How many people are aware of your brand and interacting with you on social media? For example, if one of your overarching business goals is to increase your customer base by 50%, then it would make sense to create goals that will help drive your social media followers to your website, as that traffic contributes to increasing your overall customer base. Recommended Reading: How to Get More Social Media Followers With 30 Awesome Tips Drive Traffic To Your Website What does it mean to create goals that drive traffic to your website? Targeting metrics like: How many of my followers or visitors from my target social media sites are visiting my website? What landing pages are my followers going to from my social sites? How long are they staying on my website or what is my bounce rate? What is the overall traffic percentage coming from social? Tracking these metrics are a great way to figure out where the traffic from your social channels is ending up on your website. If you can figure out where your audience is going, you can see where they’re stopping in the purchase process or what’s driving them all the way to a sale. So let’s break down this first goal. How many of my followers or visitors from my target social media sites are visiting my website? The first thing you’re going to want to do is open Google Analytics. Tracking tools like Google Analytics will help you track your traffic as it moves from your social sites. If you don’t have Google Analytics set up yet, check out this article from MOZ  or the Google  help center  to get started. Open your Google Analytics account and select Acquisition: Under Acquisition,  click through  Social Overview: The next step will be to set the dates in the top right-hand corner  of your screen  and adjusting your date range: Then, you'll be able to see all your referral traffic per social media channel for your selected time period. By clicking into each social network, you can see your top landing pages for each one, too: The numbers next to your top sites are the number of sessions that have occurred from the social site and the percentage of overall session per channel. You can record those numbers in your metrics tracking sheet: Are website visitors sticking around? Calculating your bounce rate is a great way to see if the content that you’ve created on your web pages is causing your audience to stay on your site or bounce right off the page to another one. Finding data to calculate your bounce rate can be complicated so let’s walk through how to find the data you need. Open your Google Analytics and select Behavior: From Behavior select Site Content and then Landing Pages: Then right next to your sidebar in the middle of your page is an option labeled Primary Dimension. Next to Landing Page should be Other which if you click on it will pull up a drop-down menu: You’re going to want to change the Other by selecting Acquisition then Sources. This will allow you to see the bounce rate coming from your social media channels: Now to find your social media pages you may have to click through to find them all but your bounce rates should be listed among the other statistics in your feed: As you collect your bounce rate metrics you can record them in your metrics tracking worksheet: How much traffic is social media contributing to your website traffic overall?  The final metric that you’re going to learn how to track is the percentage of traffic that social is contributing to your overall website traffic. Open Google Analytics and select Acquisition, then Channels: In the list that is generated, there should be an option that says Social. This section will calculate all of the traffic that has come from your social media channels over a specific area of time: You can keep track of your overall traffic percentages in your metric tracking worksheet: Accurately Determine Your Conversions From Social Media Now that you’ve determined how to track your website traffic, let’s move on to how to track conversions from your social media pages. What do conversion metrics look like to your team? It could be answering the following question: How many signups or conversions are happening on our website? While these metrics seem impossible to track, you can find that data you need. It’s just going to take some time and a lot of effort. How many conversions are coming from the traffic from my social media channels?  We’re going to take another dive into Google Analytics. Go to your analytics home page and select Acquisition: From Acquisition select Social and then Conversions: From their you will be able to see your conversion numbers per channel and how many conversions have been generated per channel: Now you may not see a dollar amount for those conversions. Why? Because you need to assign a goal and amount to each conversion. This process can be a bit complicated. For each URL that you are tracking you need to assign a dollar value to that conversion. For example, if you have a thank you for purchasing x product page, every time that URL surfaced you would know that you sold a certain amount of money. The easiest way to set up these URLs is to create goals in your Google Analytics. This process is outlined in this post from the Google Analytics  help desk. Once you have your goals set up and your values assigned for those goals you can begin to record them in your metrics tracking sheet: Accurately Gauge Your Engagement The last set of metrics that you can track revolves around brand engagement and how your followers are interacting with you on your social media channels. Some questions that you may want to answer with your data include: What is our follower growth? How many people are we reaching on our target social channels? How many mentions, shares, and comments are we getting? Tracking metrics like these allow you to gain insight into how your audience is interacting with you and how you can interact and create connections with them. The great thing is that most of these metrics can be found all in one place on each social channel. Recommended Reading: 30 Social Media Engagement Tactics That Will Boost Shares And Conversions Facebook Find your current number of followers on your page: Track your follower growth over time by going to your insights  tab and clicking on followers: To find, reactions, comments, shares and the reach of your posts, go to your Insights tab and click on Posts: Keep track of the data you need in your metrics sheet: Recommended Reading: Facebook Marketing Strategy: Why You Need One (And How to Build It) Twitter To find your current followers, check the information section of your profile. To find your follower growth, select Analytics  and then Audience: To find data on your impressions, engagements and engagement rate, click tweets  in your analytics bar: To get an even deeper break down of your analytics per tweet, click View Tweet Activity: Record that data in your metrics tracking spreadsheet: Recommended Reading: 15 Tactics to Boost Twitter Engagement (Backed By Research) Instagram To find your followers, check the information section of your profile: To find your follower growth scroll down the Insights tab: To get the metrics on your reach, follower change, website clicks and more you can scroll through the Insights tab: To get even more insights per post, click see more  in the posts tab and click on the post you want to see more in-depth analytics on: Those metrics can be recorded in your metrics tracking sheet: Recommended Reading: Everything You Need to Know About Instagram Analytics (+4 Free Tools) LinkedIn To find your current follower count, click into the information section of your profile. (Like you’ve done with every other profile so far): To find follower growth click Manage Page and select Analytics: Scroll down to Followers: To find more information on your impressions, interactions, followers gained and clicks on post: Keep track of your metrics in your metrics tracking sheet: Pinterest To find your Pinterest followers click the information section of your profile. It’s important to note with Pinterest, there is no graph to track your followers. You’re going to need to track your followers through the information section of your Pinterest profile: To find information on your impressions, clicks, saves and pin type per pin: To find information on your impressions, clicks, saves, and number of pins per board: Track your metrics in the metrics tracking sheet: Recommended Reading: How to Improve Your Pinterest Engagement Tactics With These 15 Tips Google+ Google+ is a bit of a beast when it comes to tracking your brand engagement metrics because it’s difficult to know where to look for the data you need. Fortunately, our friends at Steady Demand created this detailed guide on Google+ analytics. Give it a read, and you’ll learn everything you need to know. And if you're tracking Google+ metrics, we left space for you to record them in our metrics tracking worksheet. Recommended Reading: What 20 Studies Say About the Best Times to Post on Social Media Setting Your Baseline: What's Your Standard Social Media Marketing Performance? Now that you know where your metrics are for each social channel and where to record them you can begin to develop your baseline. The baseline is the starting number that you will determine the growth rate of your goals. For example, if you had 1,000 Facebook followers and you wanted to grow that number by 25%, you would take 25% of 1,000 since that is your base number. The easiest way to do this is to track all of your social media metrics at the volume you’re going to record them at (daily, weekly, monthly) for the past six months. Let’s go back to our follower example. Say from June 2016 to January 2017 we saw the following increases in followers on a month by month basis: June: 200 July: 300 August: 500 September: 550 October: 625 December: 900 January: 1,000 You would then take the increases for each month, which are: 100 followers 200 followers 50 followers 75 followers 275 followers 100 followers And average out that number: 1000+200+50+75+275+100 / 6 = 133.33 So your baseline growth for those 6 months is 133.33 followers and your baseline is 1,000.

Strategic management Assignment Example | Topics and Well Written Essays - 2000 words - 3

Strategic management - Assignment Example In fact, through strategic management, businesses are capable of assessing their competitors in the market, setting attainable goals and strategies in order to meet their market demands and stay ahead of all the existing and potential competitors. Of importance to note is that in most occasions, strategic management is dependent of the size of an organization and its overall operations. Thus, scholars such as Rao, et al. (2008) argue that strategic framework ought to address fundamental issues that directly affect the development of an organization. Apparently, a good strategy has been described as one concept that is modest and easy to understand. In other words, Rumelt (2012) refers it to the strength that is mostly applied to any opportunities that present themselves in organizations. As such, any strategizing opportunity must comprise of ascertaining crucial issues that are present in the market and the organization in general. Moreover, these crucial points must be keenly focused to come up with results that are action oriented. In this regard, any good business strategy must have a specific action that aims at giving an ultimate solution based on a defined challenge. Of importance to note is that a good strategy is comprised of numerous analyses, and strong development of thoughts and implemented policies that reduce obstacles for the sole purpose of ensuring that the organization moves ahead in terms of maximizing its profit. In light of this, a good strategy is mainly focused on problem solving activity that handles basic issues and not specific ones through the use of intelligent individuals to achieve new and better heights. Contrary to numerous assumptions, a good strategy does not necessary deal with ambitious goals, vision, innovation, leadership or determination (Cunningham & Harney, 2012). Many business leaders have argued that

Medical technology can have long term negative effects for human Essay

Medical technology can have long term negative effects for human populations - Essay Example Furthermore, social customs governing reproduction and technological developments in the areas of medicine and public health directly affect human populations. Indeed, medical technology through improved drugs and other state-of-the-art medical techniques has, questionably, contributed powerful impulse to the increase of human population by decreasing mortality rate, especially among children, and increasing life span (British Broadcasting Corporation, 2007). Medical technology is the diagnostic and/or therapeutic application of scientific breakthrough in the landscape of medicine (Advanced Medical Technology Association, 2004). . The basic objective of medical technology is improvement in health care delivery through early diagnosis, regular and effective patient monitoring, less invasive treatment options and reductions in hospital stays and rehabilitation times (Advanced Medical Technology Association, 2004). It facilitates efficient and effective delivery of a wide range of healt h care products to improve health. At its most advanced level, these technologies include miniature robots capable of performing complex spinal surgery, noninvasive treatment of brain tumors with a focused beam of gamma radiation, and light-activated drugs that target diseased cells. They also include already established techniques such as blood transfusion, radiation therapy, orthopedic surgery and immunology It is claimed that improvements in medical technology have come alongside with an exponential increase in human population (Encyclopedia Britannica, 2011). Most often, this increase in population has been attributed to advances in and increased use of medical technology (British Broadcasting Corporation, 2007). Furthermore, it is believed that human population will increase to a point where it will become a threat, not only to humanity, but also to our planet (Food and Agricultural Organization, 2001). Indeed, overpopulation in the animal kingdoms leads to biological issues su ch as unhealthy competition, and ultimately starvation and death (Bureau of Land Management, 2011). Consequently, many people have come to believe that medical technology, which has stimulated population growth, may ultimately lead to the starvation and famine (Food and Agricultural Organization, 2001). Those who held the above opinion fail to recognize that human population is not only controlled by health-care related factors but other factors such as food supply, wars and natural disaster have impact on it. Though medical technology might seem to have some side effects on human population as in the removal of the impact of natural selection, the effect may not be a long term one. Indeed, medical technologies seem to have removed the impact of natural selection on human population. For instance, a diabetic patient, who would have died young, has been aided by medical technologies to survive to the reproductive age, thereby passing the diseased gene to posterity. Why differential r eproductive success does have an effect on natural selection, it corollary, differential survival also plays a role. Thus a diabetic patient who could successfully adapt will definitely survive. Increasing resistance of microbes to antibiotics shows that over time, the

Moral Effects of Advertising Assignment Example | Topics and Well Written Essays - 2000 words

Moral Effects of Advertising - Assignment Example Creativity is highly cultivated in the advertising department and organizations spend billions of money in creating them. The media, newspapers, radio, internet, and television have been commercialized and host the biggest percentage of advertisements. The media has become a platform for sales, and most of its revenue come is from advertising. Most of them have adverse effects on individuals, society, and environment. People have increased their consumption and resources have are strained due to increased demand. Advertisements falsify products through their language and create products that do not exist. Advertising exaggerates product qualities and adds non existing features, which create a hunger feeling for style in the minds of recipients. This has eroded morality of advertisers, and they use all kinds of slogans to sell their products. According to Mukesh & Ranju (2010), advertisers use terms such as government approved even on counterfeit products. These slogans are misleading and deceptive and encourage unfair trade practices. They create differences in products, which do not exist, and en up confusing consumers. Insurance advertisements are used to instill fear on people. They create insecurity in the minds of people without insurance covers due to uncertainty of the future. They are very persuasive and create a mind position of the viewers that only an insurance cover can satisfy their needs. Such advertisements force people to buy or acquire substandard products or those they do not need. According to Allan & Paul (1997), the general public beliefs’ advertising hazardous products such as cigarettes and alcohol is immoral and dangerous. The congress may have passed laws to ban such advertisements on radio and television, but these companies sponsor sports events and celebrity endorsement. Health officials urge advertising agencies such as the media to avoid such advertisements, but these agencies are beneficiaries. Cigarette advertising is misl eading and encourages children, adolescents and other individuals to smart smoking. These advertisements use attractive adventures and several youths are lured to smoking and alcohol drinking. Some of these advertisements are associated with vigorous athletics. They appear on race cars and sponsorship banners and are accompanied by slogans aimed at attracting people. Smoking has dangerous effects on health and is a leading legal killer substance in the world. Women magazines collect a lot of revenue from tobacco adverts. The use of â€Å"slim† and â€Å"thin† in these adverts illustrate weight loss in women, which attracts several women into smoking. Berger (2011) argues that advertising has affected socialization skills of people. Socialization is the process by which the society teaches individuals how to behave: rules to obey, roles to perform, and values to hold. Traditionally, this was done by parents, educators, religious leaders, and peers. Advertisements throug h the mass media have taken up this role with consequences that are mostly negative. Billboards and screens are splashed with adverts containing celebrities and role models to several people. The recipients are forced to copy the lifestyles of these people, which include using products they were advertising. Models appear in condom advertisements, and this attracts several teens to sexual activities. An advantage of such an advertisement is that, they use protection and avoid STDs and

Marketing Essay Example | Topics and Well Written Essays - 500 words - 58

Marketing - Essay Example The wide variety of foods available at the restaurant in comparison to other restaurants in the regions will ensure that the customers are able to get the dish of their choice. Despite the Hispanic making the larger population of Denver, consideration on other groups of people is necessary to ensure that the business is welcomed by all. This has been addressed by ensuring that there is diversity of the dishes. In addition, since the languages mostly used in the region are Spanish and English, the employees are to be fluent in both languages, which will facilitate effective communication. This will ensure that all customers are fully satisfied with the service offered. In addition, consideration about demographics, age, education, and marital status is taken into account, as most of the frequent customers of restaurants in the region are youths and the unmarried. Considering this, it will be very easy to attract and maintain customers to the business. The environment of carrying out a business determines the success to be achieved. Operating in an environment in which the interaction between the business and the community is poor usually poses challenge to the business in achieving its set goals and objectives (Louche & Idowu, 2010). El Palenque business is ready to implement its corporate and social responsibilities, which will ensure that the relationship between it and the community is continuously strengthened. Moreover, through implementing its corporate and social responsibility, we will be able to get a better understanding of the customer’s specific needs which when implemented, will be beneficial to both parties. Although maintaining the corporate social responsibility will be challenging at the start of the business operations, El Palenque is dedicated in continuously improving its relationship with all the stakeholders. Since the business will be new in this region, challenges in entry are to be encountered. In addition,

Management accountant Assignment Example | Topics and Well Written Essays - 2000 words

Management accountant - Assignment Example They are only recognized as expenses when they are sold and at that time they are recognized as cost of goods sold (Drury, 2008). According to the International Financial Reporting Standards (IFRS) and the Generally Accepted Accounting Principles (GAAP) it is essential that a firm uses absorption costing to record the value of inventory in the books of accounts (Accounting Tools, 2014). The main components of this type of costing methods are: It is however possible to allocate expenses with the help of activity based costing method. But it is considered to be a more elaborate method and therefore more time consuming and costly. The costs allocated under the method of overhead absorption costing method may be over absorbed or under absorbed. The costs are allocated on the basis of rates of overhead. It may be seen that the actual expenses incurred and that which is recorded might not be the same. Also there might be costs that cannot be directly be traced to the products as they might not fall under the overheads. Under such circumstances direct costing is more helpful as it does not require any allocation. Absorption costing is also referred to as full costing or full absorption (Izhar and Hontoir, 2001). Overhead Costs- The next step is to calculate the over head costs of each department. This is done by multiplying overhead rate with the hours per unit. The obtained figure is again multiplied with the units produced of each product (Lucey, 2007). Rates per unit calculation- Under ABC costing, the first step is to calculate the rate per activity. As per the given problem, it is known that there are five activities. The total units in terms of each activity are known. The total cost is also known. Therefore it is possible to calculate the rate per unit. They are calculated by dividing cost pools by cost drivers given in the problem (Jain and Khan, 2006) Total Cost for each activity- Now that the rates are known

Marketing Essay Example | Topics and Well Written Essays - 500 words - 58

Marketing - Essay Example The wide variety of foods available at the restaurant in comparison to other restaurants in the regions will ensure that the customers are able to get the dish of their choice. Despite the Hispanic making the larger population of Denver, consideration on other groups of people is necessary to ensure that the business is welcomed by all. This has been addressed by ensuring that there is diversity of the dishes. In addition, since the languages mostly used in the region are Spanish and English, the employees are to be fluent in both languages, which will facilitate effective communication. This will ensure that all customers are fully satisfied with the service offered. In addition, consideration about demographics, age, education, and marital status is taken into account, as most of the frequent customers of restaurants in the region are youths and the unmarried. Considering this, it will be very easy to attract and maintain customers to the business. The environment of carrying out a business determines the success to be achieved. Operating in an environment in which the interaction between the business and the community is poor usually poses challenge to the business in achieving its set goals and objectives (Louche & Idowu, 2010). El Palenque business is ready to implement its corporate and social responsibilities, which will ensure that the relationship between it and the community is continuously strengthened. Moreover, through implementing its corporate and social responsibility, we will be able to get a better understanding of the customer’s specific needs which when implemented, will be beneficial to both parties. Although maintaining the corporate social responsibility will be challenging at the start of the business operations, El Palenque is dedicated in continuously improving its relationship with all the stakeholders. Since the business will be new in this region, challenges in entry are to be encountered. In addition,

Social issues Essay Example | Topics and Well Written Essays - 2500 words

Social issues - Essay Example If the figure of 200 000 backstreet abortions is used (assuming that it is accurate which highly questionable) and these backstreet abortions are now performed legally, then this will cost the state R200 million a year! Consider also that the abortion increased 16 fold in the USA when it was legalised - from 100 000 to 1,6 million a year.1 Can the Health Department cope with this In terms of the economy, abortion undermines future growth. It is still too early for us to see the effects now, but the disastrous consequences are going to be visable very soon. A recent study shows that abortion is going to be an economic disaster. The report calculates that for every European and American who is aborted, it costs their economy $1 5000 000. In terms of today's (1994) money adjusted to present value, the average American or European spends over $1 177 000 in his lifetime in terms of housing, medicine, clothes, transport and so on. He also pays over $440 000 in taxes in his lifetime. This makes $1 617 000 in total. So this means that the doctor may get $300 for murdering that baby which immediately helps the abortion industry. However, there are other industries that will be adversely affected. The cost to America alone of their aborted babies is well over $41 trillion! These figures are too large for any of us to grasp, but understand that America's entire deficit is $4 trillion, while their abortions will cost 10 times more than even the total debt of America. What will the cost for South Africa be2 2. Backstreet Abortions Increase Will those who perform these abortions have either the equipment or the knowledge to deal with complications that may occur Count the cost in terms of money and human lives that will result from botched legal abortions. Speaking before the 93rd Congress of the US, Senator James Buckley stated: "Data from foreign countries having far longer experience with legalised abortion than we have had in the US, suggest that legalisation has no effect on the criminal abortion rate. In at least three countries, the criminal abortion rate has actually risen since legalisation. Legalised abortion moves the back alley abortionists into the front office where their trade can be practised without fear of criminal prosecution."3 Dr Christopher Tietze, an abortion advocate, concedes: "Although one of the major goals of the liberalisation of abortion laws in Scandinavia was to reduce the incidence of illegal abortion, this was not accomplished. Rather as we know from a variety of sources, both criminal and total abortions increased." [original emphasis]4 Regardless of whether abortions are legal or not, some women will have abortions and some women will die from complications. Certainly all the babies will die. However, legalising abortion greatly increases the number of abortions. In various surveys 40-85% of the women said they would not have aborted their babies if it had been illegal. 5 We must not legalise procedures that kill the innocent just to make the killing process less dangerous. 3. Parallels between Abortion & Slavery Slavery in centuries past and abortions in this century were defended and promoted by the same arguments. Consider the case in the USA: In 1857, in the Dred Scott case, the US Supreme Court decided, by a 7 to 2 majority, that according to the US Constitution, black

Swot B&B Ice Cream Essay Example for Free

Swot BB Ice Cream Essay SWOT analysis is a very useful technique for understanding internal and external environment of the business based on its strengths, weaknesses, opportunities and threats. SWOT analysis on Ben and Jerry’s, we can see the secrets of its success and what are areas for growth. Strengths: 1. Ben and Jerry’s has a well-funded and large-scale parent company. 2. Ben and Jerry’s has a good reputation of the high-quality products. 3. Ben and Jerry’s has the various and innovative products. 4. Ben and Jerry’s is a powerful brand with the high market share. 5. Ben and Jerry’s has a well-known social responsibility and environmentalism. 6. Ben and Jerry’s ensures employee satisfaction. Weaknesses: 1. Less media advertisement investment. 2. Life cycle of single flavor is short. 3. High price. Opportunities: 1. Ben and Jerry’s can keep on developing new products. 2. Ben and Jerry’s can make its ice cream more convenient to buy. 3. Ben and Jerry’s can enter the Chinese market. 4. Ben and Jerry’s can cooperate with other brands. Threats: 1. Food safety. 2. The price of raw material. 3. The raise of human health awareness. 4. Already existed competitors and new competitors. Ben and Jerrys Ice Cream is best known as a premium ice cream brand and it has 800 franchises and 5800 eating locations in 28 countries around the world. Annual sales revenue for Ben and Jerry’s exceeds $132 million. (Statistic Brain, 2012) There is no doubting, Ben and Jerry’s is one of the best companies in the dessert market. Ben and Jerrys were bought over by an Anglo–Dutch multinational consumer goods company Unilever in 2000. As a world’s third-largest consumer goods company and the world’s largest maker of ice cream, Unilever not only has provided the sufficient funds and vast global market for Ben and Jerry’s, but also has offered organizational management mode and scientific management method. By virtue of good resources, Ben and Jerry’s can strengthen market, enlarge brand, perfect management and get more profit. If you do eat Ben and Jerry’s ice cream, you have to admit that Ben Jerrys is more flavorful compare with other cheaper brands of ice cream. It is because Ben and Jerry’s ice cream contain higher percentage of butterfat and it is made with high quality vanilla, nuts, chocolate, fruits and flavorings. In addition, all Ben Jerrys ice cream is made by non-genetically modified ingredients, like organic milk and organic eggs. Not all consumers can distinguish the difference of coco between West Africa and South Asia, but almost everyone knows choose organic means choose health. And high quality of raw materials can insure the tasty and healthy of Ben and Jerry’s products. Quality is the eternal subject of companies. Only good products can retain the consumers, help business win the competitive advantage from strong market competition. Meanwhile, in order to meet different people’s needs, Ben and Jerry’s has already developed over 100 flavors of products including ice cream, frozen yogurt, sorbet and ice cream novelty products and the new flavors of ice cream is developing ceaselessly. They are using special characteristics to distinguish the difference types of ice cream. For example, low sugar, and low fat ice cream have special color effects on their packages, they can attract people who are serious about weight. And some ice cream packages with different Disney’s characters for attracting more children. Ben and Jerry’s strengthens advertising to make more people who never eat Ben and Jerry’s taste their most popular products named Cookie Dough and Chocolate Fudge Brownie, because without first attempt, there is no customer loyalty. These marketing tools not only convenient consumers to choice and remember, but also expand the range of target market. In addition, Ben and Jerry’s has a strong brand name. It is a stable and successful company with high market share. According to west European deserts market research, Ben and Jerry’s has the largest share of the luxury ice cream market was 39.1% (IRI convenience sales, 2008). High market share help Ben and Jerry’s take the initiative. Ben and Jerry’s has been working on charity and environmental protection. This is the key difference above other brands. Ben and Jerry’s not only put much money into public every year, but also promise to produce eco-packaging. Their foundation awards about $1.8 million annually and charity events beyond count. Advertisement is the most effective way to inform and persuade the consumers and charity is the best advertisement, it has longer term efficacy than media advertisement. The employees are major wealth of the business. Ben and Jerry’s through different ways to encourage their staffs, such as high salaries, Ben Jerrys livable wage benchmark was $15.34/h in 2011 and far above the USA minimum wage was $7.25/hr. (BJ USA homepage, 2011) Besides, extra premiums, staff health programs and community garden all can improve the employees empower and motivate. Employee satisfaction is a factor of Ben and Jerry’s success as well. To sum up, business success not accidental and lucky, large parent company, good reputation, innovative products, powerful brand name, high social responsibility and employee satisfaction are the causes of Ben and Jerry’s success. But there are no excellent companies, Ben and Jerry’s is no exception. Firstly, as a profit making organization, Ben and Jerry’s puts more money into charity rather than media advertisement. Charity is good, but less advertisement investment against Ben and Jerry’s expanding corporate recognition. Secondly, Ben and Jerrys has some flavors that had taken off shelves quickly. Keeping fresh is fine, but every new product used large resources before they launch in the market. Too short life cycle of product will lead to resources waste. Thirdly, in Tesco, Ben and Jerry’s ice cream’s price is  £0.90/100ml, but most of other brands’ prices are  £0.20- £0.40/100ml. The high price will close the door on many consumers. Ben and Jerry’s has many opportunities of producing, such as it can develop more flavors and increase the life cycle of some products. They also can build a few flavors only belong to Ben and Jerry’s. Just like when consumers hear Big MAC, they associate McDonald’s. And different sizes and shapes of ice cream also can attract more consumers, such as super size ice cream tub or ice cream bar, because now Ben and Jerry’s only has two sizes of ice cream tub (500ml and 150ml). And healthier products are necessary, fat free or sugar free all the good choices. Ben and Jerry’s still do not have a list of gluten-free flavors, so they can fill this gap. The opportunities of market is that make their ice cream vending machine go into more Cafà ©s, schools, railway stations and cinemas. It is convenience for people who need to replenish energy and just greedy. At the same time, Ben and Jerry’s can expand new markets, such as Asia market and Africa market. Some professionals say that the scale of Chinese ice cream market has more than  £30 millions and expect the luxury ice cream share of 20%-30%. Haagen Dazs has entered the Chinese high-end ice cream market early, its success shows large market demand in developing countries. Ben and Jerry’s should catch this business opportunity. In addition, Ben and jerry’s can produce different products according to the different cultural. Fox example, the consumers can buy fried bread stick and meat congee in Chinese KFC. So Ben and Jerry’s can launch the ice cream moon cake to meet Chinese consumers’ tastes. Forthemore, Cooperation is also a good choice, and this cooperation can be different sectors, like cooperate with AMC Theatres, and the consumers only can buy Ben and Jerry’s ice cream at AMC Cinemas. And they also can cooperate with clothing brands and print their unique cow images on limited edition clothing. This is a good way of advertising as well. Of course, Ben and Jerry’s can cooperate with food companies, like Cadbury, to produce â€Å"Cadbury Jerry’s† chocolate ice cream. Powerful combination will be easier for win-win. Preventing accidents before they occur is necessary. Food is related to human health, so from raw materials to production, every stage exist risk. Such as, raw material pollution, unqualified food additives and unclean food processing. Every single detail can decide the quality of products. And with the price of cattle feeds is raising will lead to the price of milk up, so Ben and Jerry’s has to cost more on raw milk. Meanwhile, more and more people focus on health, the frozen foods will suffer winter. Obviously, Haagen Dazs is an arch rival and it has more market share around the world. At the same time, the new competitors can appear at any time. In conclusion, in view of Ben and Jerry’s ice cream long-term development, Ben and Jerry’s should match strengths to opportunities, convert weaknesses into strengths and convert threats into opportunities. And then it will get more successful in the future.

Strategic Management and Leadership at Tesco

Strategic Management and Leadership at Tesco Introduction: To increase the competitiveness of every business unit corporate leaders implemented and adapted one of the best way called Strategic Planning in the mid 1960s. Strategic planning is a combination of long term process taken step by step of its action to produce best instructions in terms of its drivers may not get wrong strategy (Mintzberg,1994). Background: Tesco is the UKs most successful and high profile supermarket and one of the worlds leading international retailers. Tesco was founded by Jack Cohen at east London in 1919. The name came about after Jack Cohen bought a shipment of tea from T.S. Stockwell. He made new labels using the first three letters of the suppliers name (TES), and the first two letters of his surname (CO), forming the word TESCO (tesco.com). Tesco is the market leader of the supermarket industry in UK with revenue of  £38.558 billion including VAT and  £62.537 billion of revenue worldwide in 2010 (tescoplc.com). Even in this recession Tesco has made an incredible  £3.4 billion profit worldwide this year (guardian.co.uk). Task 1: understand the external environment affecting the organisation 1.1: Importance of external factors affecting TESCO PESTEL analysis: A PESTLE analysis for Tesco must consider all the important external factors impacting on the company. These factors may have political, economic, sociological, technological, legal or environmental dimensions. Tescos operations obviously have a significant environmental impact, from fossil fuel use to packaging issues. Reducing the demand on the planet is a challenge for any big company. Tesco must look at all the six factors we have mentioned, which are discussed below: Political: The increase numbers of political instability can affect the business by the Democratic government, political legislation. Economic: rate of inflation, interest rate, competition demand, employment level, income level Sociological: population demographics ,Lifestle, pattern of social interection, Religion, Believes, Norms Technological: Level of skilled Manpower, Transportation. legal: Employment laws, Consumers protection laws, investments laws and Health Safety laws (Class lecture). Environmental: climate change is affecting supply and transport, how can Tesco adapt (Class lecture). 1.2 The needs and expectations of stakeholders in TESCO Stakeholder analysis: Stakeholder analysis is the document information is provided for the key stakeholders Names and organisation, their role in the project, their level of interest within the company, their influence in the individual project and suggestion for managing relationship among each stakeholder Schwalbe (2007). Stake holder is person or group of people who have legitimate interest in the company and who have direct and indirect communication to the company. Stakeholder analysis system Tesco can apply to know the needs and expectations of stakeholders in Tesco. Organisation Customer Supplier Employees and Managers Government Media TESCO external relationship with TESCO Connected relationship with Tesco Who have internal relationship with Tesco Who is externally linked with Tesco Who have external relationship with Tesco Role in the project Who buy their shopping from TESCO Supply the product to Tesco Who work for Tesco Who impose the VAT, Taxes, rent and rate etc Supply the information to customer about Tesco Product. Unique fact Quite demanding for quality of product Requires on time payment for supplies To be treated fairly and getting promotion Government regulation is obeyed by Tesco Quality of product available for Customer Interest Personal Value for money Timely payment Continuity of businesses Personal Job security Career opportunity Employment for community Taxation Adherence to regulation Protection of public interest Informational to target audience Level of influence Very high level of Influence Moderate level of influence High level of influence High level of influence Low level of influence (Modified form of Stakeholder Analysis) 1.3: Analyse the major change taking place in the external environment and how they would affect the strategic decision in Tesco. Tesco as one of the multinational retail supermarket is undergoing a major Economic change in the external environment. It has identified the Economic change of its market extension in Asia despite the Economic down turn. Tesco has identified the Asian supermarket as a long term opportunities for them. It has been continuing the investment in Asian market through the Economic downturn to make sure that Tesco will be in an even stronger position as the recession recover. As the market extension plan increasing Tesco has its plan of open 4.9 m square ft in this year (including shopping mall) across the region. The segment of external environment plan across Asia is explained below (Tesco plc.com). China: Tesco has the plan to base the foundation of its market in China for long term growth. It has already opened 17 hypermarkets including three Lifespace shopping centres in deferent cities. It has also the plan of opening 23 hypermarkets in 2010 / 11 in the financial year in which 9 will be lifespace shopping mall (Tesco plc.com). Economic factors: Economy in China are getting stronger and stronger day by day as the all developed countries are moving to China to invest as that countrys Economic environment growing up. As the China is the world most populist country in the but the unemployment rate in that country are comparatively low than any other developing country. The inflation rates are getting lower and lower as the economy getting faster. Political factors: China is a communist country but the political environment and the situation is very stable. China has legislated its countrys government legal and policy as to be comfortable for foreign investor. Technological factor: China has the most updated Technology in the world. It has the infrastructure of providing the sensitive technology to the rest of the world. As all the supermarkets buy the latest technology for their company from china so the Tesco can better implement the technology in China. Task 2: Review the existing business plans and strategies in Tesco 2.1: Using appropriate tools to analyse the effect of current business plan in Tesco The appropriate tools of analysing the current business plan are to do SWOT analysis and BCG Matrix analysis for Tesco. SWOT analysis is to know what Strength, Weakness, Opportunities and Threats Tesco have in order to run the current business. BCG matrix analysis helps Tesco to develop appropriate strategies for each product. 2.1.1. SWOT Analysis: Strength: Tesco is the largest Supermarket chain in the UK (4811 outlets) Tesco has very strong brand name and financially powerful It has more than 90 years of service sector history (established 1919) It has grew up through acquisition It is third largest retailer in the world. Better use of technology and marketing Weaknesses: It is potentially would be difficult for Tesco to focus in single market for specialisation as it is entering numbers of different markets. Diversification into unrelated and less experience businesses (e.g. Insurance). Unclear environmental policies High dependency on UK domestic market. Opportunities: Strategic alliance with other company which is good opportunity for Tesco. Market extension is one of the conducive opportunity for Tesco Joint venture can bring good opportunity for Tesco. Tesco.com is online shopping site for Tesco can be attractive for Tesco. Threats: Intensive competition in the UK with Sainsburys, Marks Spencer and Morrisons, ASDA Government Cut and increases in Tax will have retrospective effect on Tesco Finances organ Customer is always the big threats for Tesco 2.1.2. BCG Matrix analysis: The BCG Matrix Star Computer games Financial products (credit cards and insurance) Question Mark? Or Problem child Tesco Mobile Cash Cow Fresh produce Groceries/wine fashion Dog Saucer crisp packaging High Market growth rate Low High Low Relative Market share Star: Tesco is a Star with high market share and high market growth retail industry. It is because Tesco has the potentiality of generating significant income. Tesco is investing more money to attain maximum benefit of being a Star. Cash cow: Tesco could be considered as a cash cow with high market share but high market share. Because its Distributions, Quality and extra service to the consumer and equipped with new innovation product in the UK. It has to maintain the current strategy and the existing market activities. Question mark: Tesco is definitely not the question mark. Because of the Tesco financial service, Tesco insurance and the Tesco Mobile has not yet have the maturity in the market. Dog: Tesco can be considered as a Dog in that case of removing the idol product from the Market. 2.2. Review the position of Tesco in its current market: Reviews the current market position of Tesco is the best process of evaluating its present performance in the market and identify the market share and market growth. Tesco market position Chart: Retail market position Tesco: The given chart shows Tesco has 30.3% of present market Sainsburys: Sainsbury has total 16.5% of present market. Asda: The given chart shows Asda has 16.9% of current market share. Morrison: Morrison has 12.3% of current market position Waitrose: Waitrose has 4.4% of present market position. Others: the combined market position of Aldi, Netto,and Lidl stood at 18.6% (wall street journal,2011) 2.3. Evaluate the competitive strengths and weakness of Tesco current business strategies 2.3.1. Competitive strengths: Tesco is the largest Supermarket chain in the UK Tesco has very strong brand name and financially powerful It has more than 90 years of service sector history It has grew up through accusations Tesco represent in 4811 locations It is third largest retailer in the world. Better use of technology and marketing The largest retailer in the world after Wal-Mart and Carrefour. Performing its operation in 13 countries worldwide Strongly committed for corporate social responsibility. It has been famous for Food, Drinks, Clothing, Electronics, Financial services, Telecom, Home insurance and for Tesco fuel (Tesco SWOT analysis, 2010). 2.3.2 Competitive Weakness: Customer is big threats for Tesco. Environmental disaster can bring the business down like-snow fall, volcanoes etc. It is potentially would be difficult for Tesco to focus in single market for specialisation as it is entering numbers of different markets. Lack of experience in insurance and phone market may be destructive for their business. It has very high transportation cost Vast amount of fuel used for transportation which not friendly to the environment Most dependency on UK markets can be risky in the case of market down turn. Tesco position in of high price product can reduce the revenue in the competitive market (Tesco SWOT analysis, 2011) 2.3.3 Evaluate the effectiveness in Tesco: Tesco as one of the multinational supermarket in the UK has its Strength is very competitive and constructive against the competitors. Tesco has enriched its strengths to be competitive in the market. Tesco has the strategy to implement the strength in the wider field. It has mainly identified and selected the strengths for expansion its markets internationally. Tesco has its weaknesses very little comparing to the strengths. The effectiveness of the Tesco weaknesses is to transform them into potential strengths. Tesco has the weakness is to identify them and focus to avoid the potential risk which may arise. Task 3: Developing options for strategic planning for Tesco 3.1: Using modelling tools to develop strategic options for Tesco Porter generic strategy has been identified the appropriate strategy for developing strategic options. According to porter Competitive strategy is the search for favourable competitive position in the industry, which can erode or improve depending on a firms choice of strategy. (Porter, 1980). It has identified four conceptual steps which is indented to identify the competitive advantages in the business performance (Eldring, 2009). Porter Generic strategies Cost leadership Differentiation Cost focus Differentiation Focus Broad scope Narrow scope Source of Competitive Advantage 3.1.1. Cost leadership: Tesco has the attempted to become the low cost producer in the retail industry in order to accumulate highest t profit by setting a standard product price. It has the strategy to focus on low cost leadership strategy in every activity and invest the extra profit into the Market. 3.1.2 Differentiation: Although Tesco follows the cost leadership strategy but it is price sensitive and responsible for quality product. 3.1.3. Cost focus: Tesco as the UK largest supermarket retailer do not follow the cost focus or niche market strategy. 3.1.4. Differentiation focus: Tesco as one the biggest supermarket in the UK has differentiation focus strategy of identifying the segmented market among the competitors to remain reliable and competitive. 3.2. Developing a comparative understanding of activity from Tesco in the market According to Laura lake A positioning map, is a useful tool for planning your position relative to your competitors position. It helps you map key attributes of you and your competitors product, service or business. A basic positioning map containing a graph that has two points: one being high quality and other opposite site of the graph representing low quality. Rank yourself and your competitors on the graph based on the perception of the consumers (Lake, 2009). A consumer positioning map is a tool which is intended to identify the position of a brand in the market and rank the company by the market place it has in the market. Consumer Position Map High Product Quality Premium brand Bargaining Brand Sainsburys Tesco Asda, Waitrose High cost Low cost Cowboy Brand Economy Brand Marks Spencer Ice land, Lidl, Aldi. Co-operative Low product quality Tesco Market position 3.3. Create options to form the basic future Tesco strategy Creating options to form the basic future Tesco strategy could be Ansoff Matrix. Tesco as one of the giant supermarket in the UK has remained highly competitive with the competitors. Tesco corporate Strategy has made us to understand the reason of being most high profile supermarket chain in the UK and one of the worlds leading international retailer. Ansoff Matrix to analyse Tesco future Strategy Ansoff Matrix for Tesco Current New Market Penetration UK core retail market Product Development Non-food retail market like Tesco Mobile, Insurance, Cloths, Tesco fuel. Market Development International retail market Like Asia, Europe, United States Diversification Non -food retail market (organically and non-organic diversification) Current New Source: Tesco corporate Strategy 2010 Task 4.Develop a strategic plan for the organisation 4.1 A suitable structure that would ensure participation of all stakeholders in Tesco. Stakeholder analysis and stakeholder is suitable structure that would ensure participation of all stakeholders in Tesco. Stakeholder Mapping Level of interest Low High A GOVERNMENT B SUPPLIERS C CUSTOMER D INVESTOR Low Power High Government: Government has low level of interest by the change Tesco brought into service. Suppliers: Investor who put the money in Tesco has high level of interest by the change has happened. Customer: Customer has low level of interest of what Tesco has brought the change. Investors: Supplier as internal stake holder has high level of interest of what change has brought into Tesco. Stakeholder analysis: Stakeholders are those people who have legitimate interest in Tesco. There are six steps of analysing the stakeholder in Tesco. Those steps are Step 1.Identify stakeholders: Identifying the stakeholders is the first step of analysing the stakeholder in Tesco. The stakeholders are in Tesco is Customers, suppliers, Buyers, Employees Managers, Community, Government, and Media. Step 2.Prioritise Stakeholder: Prioritise the stakeholders in Tesco according to their attribution is very important element of bring the development in Tesco. It is an effective process of gradual involvement. Step 3.Develop an engagement strategy: One of the important element of stakeholder analysis is to develop an engagement strategy of stakeholders with Tesco. It brings the commitments and individual duties belong to individual into practice. The methods of involvement could be: Meetings, presentations, Group facilitation, Delegating, develop and share a change plan. Step 4.Map their profile: Mapping their profile according to their level of influence and Level of interest is significant element of analysing stakeholder profile. Step 5.Optimise their support: Stakeholder analysis is the effective way of involving Stakeholders into direct and indirect approach of Tesco activities. Optimising their support means, the support is provided by stakeholder is to utilise them in the best possible way. Utilise the support of stakeholders resources. Step 6.Monitor changes: Changes may come according to the demand of time. It is vital to monitor the changes may come potentially. 4.2 Develop criteria for reviewing potential options for strategy plan Developing the criteria for strategic management plan is a form of various sources. The reviewing options are to identify the effect of management strategy in Tesco. The options consist of Attractiveness to stakeholder: The criteria that involve the stakeholder must have the attractiveness to the stakeholder. It should reserve the interest of Stakeholder and to be attractive to them Feasibility studies: Tesco has Human resource management of 472,000 people work for Tesco. It has got Technological approach of applying the self service till and online shopping service for the consumer. Effects on Market position and share: The criterion of making the potential options for strategic plan is to assess the effect on present market position (30.3%) and the share it has. Risk assessment: The option for strategy plan is to identify the potential risk and assess it properly which may arise anytime during the strategic plan. Cost benefit analysis: Commercial Cost benefit analysis is a process of measuring, comparing and identifying the commercial cost that involve the investment in return of benefit in Tesco. 4.3. Construct an agreed strategic plan that includes resource implication: Construct an agreed strategic plan that includes SOSTAC. This can be applied to identify the resource implication. SOSTAC stands for S- Situational, O- Objectives, S- Strategy, T- Tactics, A- Application, C- Control. Among all the meaning of SOSTAC Application could be used for an agreed strategic plan that includes resource implication. Tesco resource implication Activities 2011 2012 Budget Research(cut the cost of living) Reward(share to be given to staff) Outlets(in china) Community Environment Jan June July Dec Jan June July Dec  £200 millions  £98 millions  £170 millions  £7 millions . .. .. . .. . .. .. .. .. .. Source: Tescoplc.com Task 5.Examining factors Tesco strategy plan: 5.1 Compare core organisational values with current business objectives of Tesco. Tesco as a most successful high profile supermarket retailer in the UK and one of the worlds leading international retailer has generated its core organisational value with its current business objectives. Ethical value with objectives: Tesco as the one of the giant supermarket has very strong Ethical value with its stakeholder. It has 91% of suppliers around the world say Tesco treat them with respect. It has the plan of roll out ethical trading incentives schemes and Trading fairly Awards to two further product categories in the UK as key performance indicators for 2011(Tescoplc.com) Cultural value with objectives: Tesco as most successful supermarket has the objectives of creating a beautiful place to work for everyone. Tesco has 19% of board directors are women. Developing more local leaders in each country remains a key priority (Tescoplc.com) Environmental value with objectives: Tesco has more accountability of practising environmental issue. It is very responsible on environmental impact. It has got the plan of reducing carbon dioxide emission 5.5% compared to 2009. It has set up a target of become zero carbon business by 2050(Tesco plc.com) 5.2 Develop appropriate mission and vision statement of Tesco: Tesco mission statement: Treat the customers as the best way they can be. Tesco vision statement: Tesco must go with the statement of Every Little Helps. It has come through the massive amount of simply selling Groceries to Tesco extra where possible everything is available for customer. As we are growing up internationally we should remain focus of earning the lifelong loyalty as representing local. 5.3 Producing agreed future Management objectives for Tesco: Tesco future management objectives Tesco to be no 1 as a international retailer within 10 years To have 60% of the UK core business by next 5 years To be successful in non-food as successful in food.( Mobile, Insurance, electronics ) by 2015 To be recognised by community of what we do by regular contribution within next 5 years. Objectives with SMART: Tesco should implement the objectives with SMART. The SMART stands for Specific: Tesco management future objectives should be based on Specification of what Tesco need to do. Measurable: Appropriate measure must be taken in order to implement the objectives. Achievable: The objectives must be based on the potentiality of being achieved. Realistic: To avoid the unprecedented acts Tesco must place its objective on realistic. Time based: To be competitive in the market locally and internationally Tesco must utilise the objectives on time and should have proper time frame. Strategy: To be competitive in the market place Tesco need to follow the porter five forces. 5.4 Develop measures for evaluating a strategic plan: Tesco as one of the multinational high profile supermarket need to develop some measures for evaluating strategic plan. The evaluation of strategic plan is to be placed on specific elements. The strategic plan for Tesco: The area of strategic plan is consist of Environment, Communities, The responsibility of buying and selling products, Healthy choice for consumer, employees and managers. Items Descriptions Duration Environment Carbon dioxide emission to reduce By 2020 30% and 100% by 2050 Community Tesco need to work for the local community to involve them with Tesco In the relative time consume. Faire trade Healthy choice Job Tesco need to be 100% fair trade in the market Tesco need to provide more healthier food for customer Tesco need to employ more women at the high level position for not being discriminated In the comparative market time By next five years By 2015 Environment: Tesco as responsible supermarket need to broaden the climate change strategy by focusing reducing in the chain of supply by 30% by 2020. It also needs to reduce the emission of distribution network chain by 10% compared to last year. Community: Tescos community programme needs to carry out in locally in deferent culture in deferent country in order to benefit by the local people while experiencing the international. Tesco need to have a strategy Fair Trade Model when buying and selling the products. Healthy Choice for customer: To carry out the policy of providing healthy choice Tesco need to impose a strict rule of selling Alcohol. It should focus on encouraging customer to eat more healthy food in order to avoid the risk of bad and embarrassing health. To make Tesco level place for everyone it need to ensure that women are in the better represented at senior level wherever Tesco operate. It also needs to employ more local leader as a key importance. 6.2: Create appropriate dissemination process to get commitment from the stakeholder in Tesco. To get the commitment from customer and retain them with the organisation Tesco need to apply appropriate process of making effective communication to the customer. The effective dissemination processes are discussed below. Through Media: To make a positive and productive communication with Stakeholder Tesco can contact by media with to get their feedback to be more commitment with them. Newspapers: In order to make the effective communication with stakeholder Newspapers in one of the appropriate process of making them involved with Tesco. Tesco can regularly supply the information to stakeholder and let them know what is the contribution is kept by them. 6.3: Design monitoring and evaluate systems for the implementation of the strategic plan in Tesco: Strategic plan: Strategic plan that includes SOSTAC. This can be applied to identify the resource implication. SOSTAC stands for S- Situational, O- Objectives, S- Strategy, T- Tactics, A- Application, C- Control. Among all the meaning of SOSTAC Application could be used for an agreed strategic plan that includes resource implication. The strategic plan of SOSTAC is the effective plan that Tesco Can apply. Monitoring evaluating system: Monitoring and evaluating the system is discussed below. There are many types of monitoring system. Which are. Goal based Evaluation: In order to implement the strategic plan set up a goal based on evaluation in Tesco. Goal base evaluation is a conducive way of monitor the progress when the implementations are taking place. Outcome based evaluation: when the implementations are taking place check out the outcome of the progress is very important way of implementing the strategic plan Regular reports: Set up a monitoring team those will submit the report on regular based to identify whether the Strategic plan are taking place or not. Meetings: The meetings may take place on regular based between the coalition teams to know how the implementation are taking place and the results of meetings can help to develop the expected Strategic plan. Conclusion: In order to remain in the market place implementing and analysing of the strategic plan is very important for Tesco to adapt. The strategic plan is the continuous and gradual approaches of applying in to the company. Tesco as one of the most successful international retailer it should follow the strategic plan to be more competitive among the rivals.

Selfish Love in Emily Brontes Wuthering Heights Essay -- Wuthering H

The Selfish Love in Wuthering Heights      Emily Brontà «'s Wuthering Heights is a classic soap opera type drama of infatuation and deceit. Brontà « advances the plot of this story in several different ways. Perhaps the most effective method and indeed the most vital parts of this story are the characters. Of all the characters of this story, Catherine and Heathcliff stand out the most. There are many similarities as well as many differences between these two characters. The two characteristics most commonly shared by Catherine and Heathcliff are love, although sometimes it's hard to tell if it really is love, and selfishness and conceitedness, so extreme at times that it is hard not to get irritated with the novel. The mixture of the love and selfishness of these two characters proves to be fatal. Time and again Catherine's extreme selfishness and conceitedness are put on display. Whether it is through deceit or betrayal, Catherine's selfishness plays an important role in almost every situation she is involved in. Perhaps due to the environments that she was exposed to growing up, Catherine becomes very conceited and selfish as a child. After returning from a stay with the Lintons, Catherine is even worse. Brontà « shows, "Our young lady returned to us, saucier, and more passionate, and haughtier than ever" (65). Catherine's actions were often governed by her extreme selfishness. In fact, her marriage with Edgar Linton was almost entirely based around what she would get out of it. In a conversation with Nelly, Catherine demonstrates this in saying, "...He will be rich, and I shall like to be the greatest woman of the neighbourhood, and I shall be proud of having such a husband," she tells Nelly (57). She has only married for m... ... similar in this aspect. Catherine would not have even been in her death bed had she not acted so selfishly with her husband and Heathcliff.    This timeless novel is one of love and deceit. The main characters of Catherine and Heathcliff never cease to amaze as their extreme selfishness ruins every situation they are involved in. When reading this book, it is easy to get lost in how dismal things are; however, by the end, the book does teach a lesson. Wuthering Heights demonstrates many things. Though the characters of this book were far exaggerated, and at times frustrating, they teach a very distinct lesson. Love is not meant to be selfish, and if it is, it will never work. The selfish love of Catherine and Heathcliff causes almost every conflict in this book.    Work Cited: Charlotte Brontà «.   Wuthering Heights.   New York: TOR Books, 1989.     

Identity, image, and reputation: an interdisciplinary framework and suggested terminology Essay

Building a vibrant and positive corporate reputation is the endeavor of every company, whether it is large-scale or small-scale. Indeed, the growth and development of the company is edged in its ability to enact feasible mechanisms of enhancing corporate reputation. Both internal and external stakeholders depend on corporate reputation to measure a company’s performance. It is from the corporate reputation that a company can define its fundamental place in the market. Ryanair, an Irish airline company with an expansive European market displays the impact of corporate reputation on the performance of the company. Despite the company’s growth over the years, reputational challenges have rocked its performance in a highly competitive business environment. Customer satisfaction, corporate image and corporate identity have suffered heavily because of its negative corporate reputation. In an effort to bolster its affairs with major stakeholders, Michael O’ Leary, the c ompany’s CEO has sought to find ways of effectively managing the company’s corporate reputation. This report identifies the reputational challenges affecting Ryanair, and recommending corporate communication frameworks of improving customer service, enhancing corporate image and identity, developing positive publicity and building a strong corporate reputation for the company. Managing Corporate Reputation             Today’s business environment is extremely dynamic and competitive in nature; a company’s corporate success depends on a myriad of factors. Among these factors is corporate reputation. A company’s reputation fundamentally defines its performance and jurisdiction in the market place. A company’s internal and external environments play instrumental roles in influencing its corporate reputation’s index. In essence, corporate reputation influences the trends that the company’s stakeholders develop towards it, for instance, it affects customer satisfaction, customer loyalty and employee retention (Chun 2005, p 91). In an age whereby businesses are facing numerous challenges, managing corporate reputation is an imperative business strategy, as it will certainly develop internal and external corporate portfolios to initiate success. Managing corporate reputation entails the deliberate articulation of feasible leadership structures and developing coherent internal and external business environments, which consequently result into quality products and services. Moreover, a robust corporate reputation is significant in establishing a vibrant relationship between a company and its stakeholders. According to corporate reputation theory, managing a company’s corporate reputation requires an integration of the fundamental elements that influence its corporate image and identity. Hence, according to Institute of Directors (1999), a positive corporate reputation is a valuable intangible asset that attracts a large customer base and invites investments from potential shareholders. Ryanair is an Irish airline company that since its inception has continued to influence the European airline industry. Despite its far-reaching influence in the market, Ryanair has corporate reputation issues that affect its corporate ima ge and identity, which has strained its stakeholder relations. Addressing the corporate reputation issues require a revamp of its systems in order to build a strong corporate reputation. 2.0 Application 2.1 Reputational challenges             Since its inception in 1984, Ryanair has experienced commendable growth from being a small airline to one of Europe’s largest airline companies. A pertinent aspect that has enabled Ryanair to have an exponential growth in the industry in its low-cost business model; it currently cuts across 28 European countries. With over 8,500 staff members, Ryanair has certainly been establishing itself as a potential destination for airline customers. Despite its massive expansion, reputational challenges continue to rock the company. Customer satisfaction is on the decline, with customers expressing concerns about its awful services. Inconsiderate treatment of customers has damaged the reputation of the company and jeopardizes its ability to grow. For example, customers on business travels continuously express their concerns because of delays and unprofessional ways of handling customers. Moreover, a communication lapse between Ryanair and its major stakeholders has threatened its corporate reputation. Poor communication services with its customers have resulted into degraded services and negative feedback, thus further damaging the company’s corporate image. Decreased profits precipitated by the prevailing corporate trends in the company have also raised eyebrows among its key stakeholders. The decline in the company’s profit index poses a negative corporate reputation since financial stability is an imperative aspect of defining a business’ success. Thus, the reputational challenges call for necessary interventions in resurfacing the company. 2.2 Current situation             Currently, Ryanair’s major stakeholders are not satisfied with the diminishing corporate reputation of the company. Stakeholders are the parties that contribute in the running of a business; they are the people who influence or are influenced by the decisions of the company. The stakeholder theory gives a framework for identifying the interested parties in the business, as well as how the management should accord value to the parties that influence the running of the business (Phillips 2011 p 25). The stakeholders’ concerns stem from the current stunted growth in the company, and its inability to make further breakthroughs in the market. The company’s diminishing corporate image jeopardizes its potential for growth in a competitive market. In view of the stakeholder theory, Ryanair’s management has failed in its mandate to satisfy customers, who are the major stakeholder. Customer satisfaction is on a decreasing streak. Surveys are constantly showing that Ryanair is trailing behind its major competitors in the industry. This is attributed to the high dissatisfaction levels expressed by its customers, in respect to customer services. Provision of quality services is an impetus to market expansion and a large customer base. The absence of this factor has resulted into poor feedback from the customers. Also, Michael O’ Leary, the CEO of the company has noted that there is a need to break from the historical business models and introduce viable and strategic models that fit in today’s corporate world. The concerns of the external stakeholders including shareholders and customers have contributed to the current position of the airline company’s management. Based on a strategic management model, the management of the company is mandated to readjust its internal and external business environments to meet its objectives. 3.0 The challenge 3.1 Scope of the challenge             The biggest challenge affecting Ryanair is a negative corporate reputation in the airline industry. The negative reputation has virtually affected its corporate image and identity. A company’s corporate image refers to what its external stakeholders see (Chun 2005 p 95). For example, the relationship between a company and its customers defines the way they view it. Conversely, corporate identity, describes the strategic values of a company edged in its vision, mission and philosophy (Chun 2005, p 97). Moreover, due to the company’s poor service delivery to customers, negative publicity has certainly taken shape; hence, affecting its relationship with stakeholders. A critical analysis of the current situations facing Ryanair shows that both the internal and external environments of the company face negative effects from the reputational issues. From a strategic perspective, the reputational challenges that Ryanair faces threaten to put it on the losing end of competitive advantage. Competitive advantage is the ability to win out competition in a highly competitive market (Castellion 2010 p 935). Though it is a low-cost airline, the services it offers are not satisfactory to many of its customers; hence, it stands to lose potential customers to other high quality competitors like British Airways. In addition, from a strategic management perspective, the corporate reputational challenges affecting the company pose threats and increases operational weaknesses, which limit its potential growth in the market. From an organizational perspective, the inability of a company to have viable platforms of controlling its resources exposes it to negative consequences including shrinking its corporate identity portfolio (Fombrun & Riel 2004 p 17). The objectives of a company cannot be realized without adequate organizational management. Ryanair’s short-sightedness in its corporate image is attributed to its inability to manage its resources well. Additionally, the failure of instituting a coherent way of integrating the organizational functions of the company negatively affects its overall performance. 3.2 Impact of reputational issues on the organization and its stakeholders             The reputational issues have far-reaching effects on the organization as well as its stakeholders. The enterprise risks losing its customers to other airline companies because of its inability to provide quality services. Customer satisfaction is an important aspect in meeting the clients’ needs, the major stakeholders in a company (Jacobson & Mizik 2009 p 815-817). Based on the case, the company’s casual way of handling customers has the potential of damaging its corporate image. Moreover, the company’s vision and objectives cannot be met with precision because of its blurred potential to make a breakthrough in the market. Reduced profits reported by the company implies that its financial stability faces a major blow; hence, affecting its operations greatly. Shareholders, who are important stakeholders in the company, will certainly be affected by the reduction of the shares value. The reputational challenges affecting Ryanair pose a huge risk on its market share. Additionally, customers fail to get value for their money, and shift their focus on alternative service providers. Suppliers of pertinent resources to the airline company also face the risk of losing the business relationship because of the heightened loss of corporate image and identity. 4.0 Proposal             Based on the case study, Ryanair, through the leadership of its CEO, Michael O’ Leary should enact feasible communication platforms of intervening in the corporate reputation challenges affecting the company. Enacting viable communication channels with its stakeholders will certainly play an instrumental role in restoring a positive corporate reputation. Thus, improving the company’s customer service, identity and image, restoring positive publicity and developing a strong corporate reputation for the company will require a sound communication portfolio with its major stakeholders. Improving the company’s customer service, identity and image             This will require deliberate efforts from the company’s management. Empowering the staff is vital in improving customer services. Zeithaml, V. (2000) asserts that investing in adequate human resource frameworks that increase the capacity of the staff is considerable in improving customer service relations. Training employees on the most proficient ways of serving customers are instrumental in developing viable communication links. This will consequently improve the company’s relationship with its customers, who are imperative external stakeholders. Of importance still, investing in a highly empowered human resource will enhance the company’s corporate identity by meeting its goals and objectives. Meeting the clients’ needs by availing quality services will greatly help  in establishing a cohesive business relationship. Brown et al. (2005), highlight that a customer’s delight is in receiving value for his money. Through providing quality airline services, the company is certainly communicating its desire to meet the needs of its customers. Indeed, the customers’ satisfaction is a way of expressing a continuous and successful business relationship. Consequently, this will undoubtedly improve the company’s corporate image by meeting the customers’ expectations. Instituting a communication platform among the key stakeholders will be pertinent in addressing the reputational issues of the airline company. Based on the expansive nature of Ryanair, it is significant to have an online and accessible feedback platform whereby the company’s management can communicate with its customers. This will enhance the company’s sensitivity to its customers’ needs and make them their primary concern. This is a practical way of enhancing customer service and building a strong corporate image and identity. Gaining positive publicity             Gaining a positive public image is an important step towards the change that Ryanair needs to implement. Having a positive public image is a major boost in the success of any business (Caruana and Chircop 2000, pp 45-50). Given the large European market that Ryanair operates in, embracing a positive public image will enhance its chances of success. Firstly, the management of the company needs to develop organizational management frameworks that control the resources of the company with utmost proficiency. The management of the company is vital in disseminating a company’s functions to the relevant parties. The management, being a major stakeholder in the company has the obligation of ensuring that the internal environment of the company is articulating management issues vehemently. This calls for the employees to work collaboratively with the management in affecting the external stakeholders positively. The effective business communication grounding between the management and employees will produce results that will precipitate positive publicity for Ryanair. As a result, the considerable organizational management will influence positive publicity by increasing customer confidence. An increase in customer confidence is sufficient in arousing the airline’s public image; hence, gaining positive publicity. Customer confidence in the management portfolio of the company will be crucial in diversifying its market jurisdiction. On the same note, advertising agencies and suppliers who form a key component of the company’s external stakeholders will play a crucial role in improving Ryanair’s positive publicity. With credible communication platforms between the external stakeholders and the company, it is without a doubt that the company will develop a positive publicity. Developing a strong corporate reputation             Developing a strong corporate reputation is a fundamental tool in ensuring that Ryanair remains a reputable airline company in the industry. Indeed, this calls for compelling communication frameworks among the stakeholders of the company. True, the airline industry features as extremely diverse; hence, the need for investing in the best publicity platforms. Spreading information is an aspect of publicity that should be implemented with ease in order for the company to increase its chances of success. Information about structural changes in the airline industry should be communicated in the best way possible for the purpose of initiating viable communication structures between the internal and external stakeholders. Thus, initiating feasible publicity frameworks is a credible way of surfacing a strong corporate reputation by improving communication among the key stakeholders in Ryanair airlines. Crisis control in the company is a pertinent aspect in securing a strong corporate reputation in the company. The management of the company should set up platforms for ensuring that crisis management is articulated vehemently. Chun and Davies (2006) point out that the crisis management is imperative in any ambitious company because risks are inevitable in the global market. In this respect, reputational risk management for Ryanair is an integral base in the staging of a strong corporate reputation. Through amicable communication platforms, the internal stakeholders of the company have the capacity to address the reputational issues affecting it. It is necessary to bring together the functions of the management and employees with the expectations of the external stakeholders. This creates a cordial business relation that undoubtedly builds a strong corporate reputation. In essence, in order to enhance the company’s reputational competence, there is a need for the diverse stakeholders to work together in tandem. 5.0 Conclusion             In conclusion, it is evidently clear that managing corporate reputation is an important function of any ambitious company. In the case of Ryanair airlines, its expansive market calls for feasible communication strategies to secure a solid corporate reputation portfolio. The success of the company fundamentally depends on its ability to initiate practical corporate reputation strategies. Training employees, providing quality services and securing effective communication platforms will certainly enhance customer satisfaction and build the company’s identity and image. Thus, this calls for prioritizing the needs of the customers and making them principal stakeholders. Additionally, the need for a credible publicity is significant in the growth expansion of the company’s positive publicity. Lastly, building a strong corporate reputation requires the collaborative actions of all major stakeholders. References Brown, T.J., Dacin, P.A., Pratt, M.G. and Whetten, D.A. (2005). Identity, image, and reputation: an interdisciplinary framework and suggested terminology. 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