Health Care Communications Methods Essay

You are the communications coordinator for a national drug manufacturer. Recently, there have been reports of significant negative effects caused by one of your medications that are used by a significant population. News reports have alleged that one of the individuals affected is a well-known public figure. You are tasked with addressing the news reports and the general public regarding this situation. As one of the head members of communications at DrugsRus for the past 15 years, it has been shown firsthand the belongings of narcotic medications on our local population. These have been analyzed and investigated on a national level. It is only recently that the overwhelming craving to the drugs has become widespread within our area; spreading like weeds throughout the country. The increase of drug dependent patients and drug related episodes has resulted in a raised amount of attention and concern from the public. Taking all of this into consideration, overdosing occurrences from incompatible interactions with other medications; narcotic, controlled, or non-narcotic properties alike, have resulted in an exceptional need for change within our business concerning patient rules, regulations, guidelines and restrictions. Changes to otherwise generally agree upon medications as well as required authorization approvals upon external medication intake must be reconsidered. Some have been asked by our board members to develop a communication strategy to address these needs as well as the impact HIPPA and other regulations will have on this type of communication. The following will include the communication strategy decided upon to take as well as the encountered use of regulatory systems such as HIPPA, followed by the advantages and disadvantages of using traditional, electronic and social media for our healthcare communication. Furthermore, the reasons of each of the components of the communication strategies chosen. Communication Channels Although telecommunications is moving forward quickly at a distressing rate, historically established methods of communication in healthcare are still very successful. These traditional communication channels include face-to-face discussions, telephone calls, post mail, fax, memorandums, board meetings, and reports to name a few. Technology has raised the use of electronic communication methods which has in turn has paved the way for new kinds of social media communication methods. Electronic channels of communication include emails, text messaging, EMRs, two-way radios, instant messaging, overhead audio announcements and video conferencing among many other portable devices. Social media channels include newspapers, television broadcasting, online networking, advertisements, webcasts, and social media websites. Unlike using postal mail, utilizing social media and electronic forms of communication would allow the user to emit and obtain information simultaneously as well as gain feedback and reply virtually within minutes. There is always a need for previously documented communication, so advantages of traditional channels include the ability to record and obtain the message that was communicated at a later date for conformation and review. However, the disadvantage is that formal means are usually delayed, meaning the message may not be received until a later date depending upon the medium used, such as with postal mail. The advantages of electronic channels are that messages can be communicated online with ease as well as with the ability to save, download and store the information on a storage media for printing and accessing at a later time. This has virtually eliminated the delay of other traditional means by allowing for the same documentation but at an instant; as well as allows multiple, simultaneous access. Disadvantages of the electronic means can include invasion of privacy and possible security breach as well as it may not reach the part of the public unable to afford such devices or internet access. Advantages of using the social media aspect can attract the attention needed to promote a product or service intended or drive traffic to the intended website of services. This type of channel has the ability to bring people together from all over the world as well as allows each person to express their own opinions and ideas, providing well-needed feedback. Disadvantages of this method when not used properly or failed to promote the communication effectively can cause a permanent damage to the company’s reputation; as this mistake is seen in front of hundreds or thousands of people who also have direct and easy access of spreading their messages online. This way of communicating can also be more time consuming as someone has to be constantly checking in to make comments, answer questions, and reply to feedback. Regulatory Effects While healthcare organizations are responsible to adhere to regulations on a federal level such as with (HHS) Department of Health and Human Services and (HIPPA) Health Insurance Portability and Accountability Act; they are bound by state, local, and some private accrediting organization regulations as well. Any method of communication taken in regards to internal employee and patient awareness as well as external partners, patient families, and the general public must obtain and maintain compliance with regulations set forth by all of the agencies involved. It is important to understand that under the HIPPA privacy law, any identifying information of any patient must have that patient’s written consent before their medical information can be shared. This includes the verbal, written, and electronic use in addition to, appointing a privacy officer responsible for compliance to these standards as well as the ability to identify all ways they intend on communicating the patient information (Osborne, M. Ed. ,OTR/L, 2002). One example, according to the Joint Commission and HIPPA, (SMS) short message service or text messaging is non-secure and noncompliant with safety and privacy regulations and therefore not permitted (Brooks, MD, 2012). In order to use social media channels the information must be DE-identified to maintain compliance with all federal, state and local regulations. Communication Strategy The guidelines, regulations, and restrictions reform will educate employees and target patients, to prohibit the use of adverse medications while receiving treatment at DrugsRus by informing them of the deadly effects and loss of life as a result, using counselors, nurses and physicians through in house meetings, group therapy, one-on-one sessions, automated voicemail messages, flyers, and overhead announcements as well as updated patient rules and regulations pamphlets distributed at the medication window, for the purposes of saving lives and promoting sobriety throughout the recovery process. Rationale for Components Educating our employees will be the first line of defense as our staff can educate the patients as well as enforce the new rules effectively. Counselors can discuss adverse effects of combining medications while in one-on-one sessions with patients. Flyers posted on the walls and offered at the check-in window as well as overhead announcements will catch the attention of patient entering and sitting in the front lobby. Group meetings will be held for patients to discuss changes and express their feelings about the new rules as well as receive feedback as to why these measures have been taken and were needed. Updated pamphlets will be given to each patient as they enter to receive their medication, ensuring every patient is made aware of these official changes. Voicemail messages will follow to ensure the patients at home will be notified of a change and will be opted to prepare for the transition. The object is to reach all of the sixteen hundred patients receiving treatment in enough time to save lives. Each passing day is another chance for an adverse reaction to take another life. In order to implement changes effectively and quickly, all measures of communication must be utilized. Summary In conclusion, as the opiate trend rises among our local and national population, the rise of deaths due to adverse effects of these medications has risen to an all-time high. It is because of the fatalities that a reform of the present patient rules, regulations and guidelines must be implemented and adhered to immediately. As communications officers, we have been asked to develop a strategy to address those needs. We have included some of the present communication methods as well as channels and measures with which to use them effectively. We have included some of the regulations surrounding the legal use of those communication methods. We have given a complete communication strategy which addresses who and what the communication strategy will involve. We have showed how we are going to implement the communication, where and the results of the communication strategy. We have followed up with the reasons this communication effort is so important to our patients and facility as well as vital to our community as a whole.

Wage Gap Between Genders

Earnings often signify how in dividends are valued socially and economically, therefore earning ratios between men and omen have been essential for social movements. The remaining is often wage discriminate ion since it is the difference in earnings between identical males and females. Women with equal 1 credentials should be paid equal as men Pay Equity & Discrimination Women should be paid equally as men because gender makes no difference I n what a person can do on the job.The resulting â€Å"urban legends† of gender difference can affect men and women at work and at home, as parents and as partners. When it co mess to personal relationships, bestselling books and popular magazines often claim t at women and men don't get along because they communicate too differently. A lot of people believe that just being female they can not do the same as males. The fact that people belie eve females to be physically and mentally shows discrimination in genders. Women are been g put dow n because of their gender but can be physically and mentally better than men.As stated in Human Psychology 101 most discrimination is due to past prejudice. Whooped and ‘Pay Equity & Discrimination Institute for women's policy 201 1. 9 DCE. 20 14 others were regarded as women's most significant professions. Since e early times women have been uniquely viewed as a creative source of human life. Women should be paid equally as men because historically the inequality has proven to be pure discrimination.Discrimination between genders is deeply rooted in our modern society. The gender pay gap affects all Women, but for Women Of cool r the wage gap is worse. Asian American women's salaries show the smallest gender pay gap, at 90 percent of white men's earnings. Hispanic women's salaries show the largest gap, at 5 4 percent of white men's earnings. White men are used as a benchmark because they make e up the largest demographic group in the labor force. Let is unlawful to harass a person because of that person's sex.Harassment can include â€Å"sexual harassment† or unwelcome sex al advances, requests for sexual favors, and other verbal or physical harassment of a sex al nature. Harassment does not have to be of a sexual nature, however, and can include offensive remarks about a person's goalmouths the law doesn't prohibit simple teasing g, offhand comments, or isolated incidents that are not very serious, harassment is illegal I when it is so request or severe that It creates a hostile or offensive work environment or when it results in an adverse employment decision..Most discrimination is caused due to either peer pressure to curry favor with their friends around them, or because they have a total lack k of selectors and selfsame, and they can't feel good about who they are unless they are p outing down someone else, or making another person feel badly. In the past most believed that the male gender was the superior gender and put women down to keep it that way. W omen were first thought to only be made to carry children and do household chores.Before it as prohibited for women to have professions except for teaching and writing. Some feared t hat the female gender would take over. It is unlawful to harass a person because of that person's sex. Discrimination between genders is nothing new; it all goes back to before cool nail times. In the 1 9th century the medical profession was an example of a change d attitude. Beginning in the 19th century education was required but, women were bare d from attending colleges for any profession other than teaching.This usually proven Ted women that married and bore child's at young ages to begin any professional career they c SSE. Around this time discrimination rose. For example in 1846 the American Medical Sass conation barred women from being members. It wasn't until 1915 that the American Medical a association began to allow female admittance-Since the signing Of the equal pay act Of 1 9 63, it is now illegal to pay men and women substantially different wages for equal work (N WAC, 2013).Pay difference between men and women remains a hot topic that keeps resume facing over the years and reasons behind the gap are highly debated. Gendered violence (GOB) is violence that is directed against a person on t he basis of gender. It constitutes a breach of the fundamental right to life, liberty, security, dignity, equality between women and men, nondiscrimination and physical an d mental integrity. Gendered violence and violence against women are often used indistinguishable as most gendered violence is inflicted by men on women and girls.Gendered violence includes: domestic violence, sexual harassment, rape, sexual violence during conflict an d harmful customary or traditional practices such as female genital mutilation, f arced marriages and honor crimes trafficking in women, forced prostitution and violations of human rights in AR De conflict (in particular murder, sys tematic rape, sexual slavery and forced pregnancy) ; forced sterilization, forced abortion, coercive use of contraceptives, female infanticide and prenatal sex selection. Domestic violence remains one of the most widespread forms of genders violence.Battering, often referred to as domestic violence happens to women of every age, race, class, and nationality. Battering takes many forms and includes a RA Eng of threatening and harmful behavior. It may take the form of verbal and emotion anal abuse, with the direct or implied threat of violence. Gender equality is a human right. Gender Equality is not only a fundamental human right, but a necessary foundation for the creation of sustainable and p useful societies. Women are entitled to live with dignity and with freedom from want and from fear.Women are treated in many other aspects Of life as equals so why not be paid equally also. Gender equality is at the very heart of human rights and United Nations values. A fundamental principle of the United Nations Charter adopted by woo RL leaders in 1945 is â€Å"equal rights for men and women†, and protecting and promoting woo men's human rights is the responsibility of all States. Empowered women contribute o the health and productivity of whole families and communities, and they improve pros sects for the next generation.All women and girls have equal access to quality education, employment, housing, and health, irrespective of race, class, income, immigrant Zion Status or involvement with the criminal justice system. For more than 30 years, LINEN A has advocated for women and girls, promoting legal and policy reforms and gene resistive data collection, and supporting initiatives that improve women's health and e expand their choices in life. Protecting and promoting her reproductive rights is essential t ensuring her freedom to participate more fully and equally in society.The UCLA has alls o been working to secure gender rights and ensure all women's are abl e to lead lives of dignity free from violence and discrimination. They have been making sure that educe action privileges are equal between genders. They keep all job opportunities the as me. All opportunities are being kept equal yet women still haven't been given an ex. al and fair amount of pay. Women have been in the workforce for generations. They strives to be equal to men and gain the same rights as them.

Happiness and the Good Life Essay

What is the relation between living a good life and being happy? To many, the good life is a financially prosperous life, and happiness lies in the possession of wealth. Worldly success is what counts, and anyone who is not ‘successful’ in the usual sense is counted a ‘failure.’ Others strive for a life based on honor and public recognition. A good life is made up of hobnobbing with the right people in the right settings, and happiness is a matter of gaining respect. Along with these, there are lives that show by their living a desire for glory or power that inspires great efforts. Others, who are not drawn to wealth, power or glory because of the difficulties involved in attaining them, may choose the pursuit of pleasure. A good and happy life is one in which pleasures outweigh the pains overall. Many questions have been asked about the good life and happiness. People constantly answer those questions with their lives, and we see many different ideas of the good life and happiness playing out in the strivings of human beings to live well and be happy. The ancient Greeks wished their friends to ‘do well’ and ‘fare well’ in this life. These two, they thought, held the keys to human felicity. Doing well concerns ourselves, our own actions and feelings. We have some control over these aspects of our lives. So when we wish someone to ‘do well’ in life, we express the hope that the person will be moral and fair in his or her dealings with others. Beyond securing basic physical survival, someone who does well in life can sleep with a clear conscience, whether blessed with material success or not. From many a philosophical point of view, the good life has an intrinsically moral core that involves compassion for the suffering of others and acting justly in the world. ‘Faring well’ concerns events and occurrences over which we do not have so much control. â€Å"Faring well† means succeeding in life, coming into a prosperous condition, with all the benefits that come with money and social acceptance. Someone who is faring well in life has had a bit of good luck. It is possible to do everything right in order to succeed, but still fail to do so. For example, you can study hard for your degree, get your professional qualifications, work diligently, become competent, but still not succeed. The cards may not fall your way. As Sartre says, â€Å"You are free to try, but not to succeed.† This seems right to me, and so I will come down with Aristotle against Plato on this point, that doing well is not all that is involved in attaining happiness in life. Plato’s Socrates famously says that the good person cannot be harmed, that virtue is knowledge, and that happiness consists entirely of doing well and being just. Aristotle argues that a degree of luck plays into our happiness. He insists that most of our happiness is in our own hands, but that it can be affected by outside circumstances. So while being happy is mostly a matter of ‘doing well’ (and ‘thinking well’), great misfortunes can damage our happiness. It may be that such a person, by ‘doing well,’ will attain a degree of dignity in suffering, but he will not be happy; or, as Aristotle has it, ‘blessed.’ In light of this result, I hazard an intuitive philosophical account of the relation between the good life and happiness. Living a good life is a necessary but not a sufficient condition for happiness. In other words, it is possible to live a good life without being happy, but not happy without living a good life. This a ‘philosophical’ account of the relation because many philosophers have a particular idea of happiness and the good life that is not shared by everyone, with their emphasis on clarity of thought and sound reasoning. In addition, though philosophers recommend the philosophical life as both the happiest and the best, they are not in a position to legislate for everyone what happiness must be. Nevertheless, the traditional philosophical view is not without support. All we have to do is look at the results of many lives that strive for wealth, power, fame, glory or pleasure. So many disasters befall those who pursue a good life with no moral core, or reflective turn of mind, that it makes some sense, as philosophers argue, to pursue the wisdom to recognize the good life, and, within that life, such happiness human beings can attain.

Improving Patient Care Model For Inpatient Units At Moffick Hospital Research Proposal

Improving Patient Care Model For Inpatient Units At Moffick Hospital - Research Proposal Example The oncology department was established following its expansion in the year 2000. The facility attracts international patients due to its well qualified and specialist surgeons and clinicians. The hospital has Inpatient Department, which includes an Intensive Care Unit, Oncology/Medical Surgical Unit, and Telemetry Unit. The staff capacity includes 30 permanent specialty surgeons, 30 semi-permanent specialty surgeons, 150 clinicians and 155 nurses. Various unfavorable situations within the operations of the hospital contributed to poor patient satisfaction. Moffit Hospital being an academic institution, a research facility, as well as a specialist hospital provision of quality health care, needs to be prioritized. Currently, the reputation of the hospital seems to be more unpleasant contrary to its previous glory. In order to regain the best reputation in the region, Moffit Hospital management looks forward to ensuring delivery of quality service in addition to patient safety. In order to boost patient satisfaction, the hospital intends to reduce the duration that patients wait to be treated. With the new mission and vision statements; it will be the responsibility of personnel in the top-level management of departments, the medical staff of the hospital and all the employees to work collectively to ensure the patients get better services (McLaughlin et al 2012). The change initiative at Moffit Hospital under the new mission and vision statements follow the model of excellence in leadership. The core areas identified include integrity and teamwork. The framework established aims to be results oriented with the focus on engaging stakeholders, managing challenges of change and growth from the experience of the past and those of well-experienced employees.

Least Preferred Coworker(LPC)Measure Personal Statement

Least Preferred Coworker(LPC)Measure - Personal Statement Example I do agree with the results of this test. I am task-motivated and better at organizing people and getting the job done. However, I also agree with Fiedler’s other postulation concerning LPC model. According to him, LPC model helps in indicating the leadership style of a person however the effectiveness of this style is also dependent on situation’s favorableness. It is a universal fact that there is no ideal leadership style and a particular leadership style can not be suitable for contingent situations. A combination of personal traits and given situational contingency determines the leadership style’s effectiveness. Leader-member relationship, task structure and leader-position power are the factors which determine if the situation in hand is favorable and matches the leadership style (Bar-Tal, 1989). On theoretical grounds, Fielder’s model does helps in identifying one’s leadership style but its accuracy is still doubtful due to various factors. Firstly, Fiedler based this model on an assumption that leadership styles remain fixed and ignored the possible flexibility in personal traits or chances of betterment through learning over time (Bass, 1990). Secondly, the model assumes that a person can either be task-oriented or relationship motivated which are two extremes (Peter, Hartke & Pohlman, 1985; Vecchio, 1983). If a person’s LPC scores give an average total, then the leadership style is uncertain and difficult to determine. Lastly, there is a possibility that a person is actually effective as a leader irrespective of leadership style and works well with rest of the team except one who is confused, incompetent or a genuinely unpleasant person to work with. In such case, the LPC model will simple declare the person taking test a low-LPC leader whereas the a ctual picture can simply be the opposite (Mind Tools, 2012). Peters, L.H.,Hartke, D.D. & Pohlmann, J.T. (1985), Fiedlers Contingency Theory of Leadership: An application

MAGE genes Essay Example | Topics and Well Written Essays - 750 words

MAGE genes - Essay Example Although no MAGE homologous sequences have been identified in Caenorhabditis elegans, Saccharomyces cerevisiae or Schizosaccharomyces pombe, MAGE sequences have been found in several vegetal species, including Arabidopsis thaliana. A database screening was performed to identify all of the recorded members of both classes of human MAGE genes. This report provided an overview of the MAGE family and proposed a general nomenclature for all of the MAGE genes identified thus far. The MAGE-D genes were particularly well conserved between man and mouse, suggesting that they exert important functions. In addition, the genomic structure of the MAGE-D genes indicates that one of them corresponds to the founder member of the family, and that all of the other MAGE genes are retrogenes derived from that common ancestral gene. MAGE-A1 belongs to a group of germline-specific genes that rely primarily on DNA methylation for repression in somatic tissues. In many types of tumors, the promoter of these genes becomes demethylated and transcription becomes activated. MAGE-A1 acts as a transcriptional repressor. MAGE -A1, the first characterized cancer-germline gene, belongs to a family of twelve genes located on the X chromosome in region q28 (5,6). Genes of the MAGE family have their entire coding sequences located in the last exon, which shows 64 to 85% identity with that of MAGE 1 (De Plaen et al., 1994). (An exception is MAGE D2, 300470). The coding sequences predict the main structural features of all MAGE proteins, in contrast, the promoters and first exons of the MAGE genes show considerable variability, possibly enabling the same function to be expressed under different transcriptional controls. In their annotation of the DNA sequence of the human X chromosome and the predicted proteome, Ross et al. (2005) noted that the MAGE domain was present in 32 genes. In comparison, only 4 other MAGE genes had been reported in the rest of the genome: MAGE F1 (609267) on chromosome 3, and MAGE L2 (605283), NDN (602117), and NDNL2 (608243) in the proximal portion of the long arm of chromosome 15. The MAGE gene products are members of the cancer-testis (CT) antigen group, which are characterized by their expression in a number of can cer types, while their expression in normal tissues is solely or predominantly in testis. This expression profile had led to the suggestion that the CT antigens are potential targets for tumor immunotherapy. Ross et al. (2005) stated that the X chromosome gene set they described contained 99 CT antigen genes, including novel members of the MAGE, GAGE, SSX, LAGE, CSAGE, and NXF families. Ross et al. (2005) predicted that approximately 10% of the genes on the X chromosome are of the CT antigen type. The remarkable enrichment for CT antigen genes on this chromosome relative to the rest of the genome may be indicative of a male advantage associated with these genes. Recessive alleles that are beneficial to males are expected to become fixed more rapidly on the X chromosome than on an autosome. If these alleles are detrimental to females, their expression could become restricted to male tissues as they rise to fixation. The CT antigen genes on the X chromosome are also notable for the ex pansion of various gene families by duplication. This degree of duplication is perhaps an indication of selection in males for increased copy number. In this

Emotional Intelligence Essay Example | Topics and Well Written Essays - 2500 words

Emotional Intelligence - Essay Example a conclusion through rational logic, rather than a highly driven emotional state that could lead towards a heightened sense of mental capacity that would be erratically charged. In the changing business climate, owners are faced with the task of initiating business practices that seek to maximize capabilities of staff to reaching the overall goals to be met by the corporation itself. Enabling stakeholders in the group process to work together in such a manner that they are able to perform the necessary tasks involved for proper management and production decisions. When it comes to such things, â€Å"As thinking human beings, we value our rationality and cognitive powers that set us apart from the animal kingdom. The neo-cortex, the center for rational thinking and decision-making, is the newer part of the brain that is highly developed in humans. The emotional parts of the brain are located in the more ancient, central parts of the brain called the limbic system, including the amygdala, the center active during anger,† Going on to say that, â€Å"All emotions are in essence impulses to act. The very root of the word is from the Latin verb to move. That emotions lead to actions is obvious from watching animals or children. Only in civilized adults do we expect actions to be divorced from emotional reactions. But even as highly intelligent and civilized adults, we can never disengage our emotional brain ¾ it is always there, sending emotional signals to act and react, even when there is no logic. Most people believe that emotions are caused by events. They are in fact caused by our interpretations of events, sometimes so fleeting and fast as to be beneath the level of consciousness. Our pre-conscious, split-second thoughts give rise to automatic emotional reactions. We then have a choice as to how we behave, what we say, and how we handle a situation. The appropriateness of our actions and the effectiveness of our communications make up our emotional intelligence. A

Apple Employee Training Essay Example | Topics and Well Written Essays - 750 words

Apple Employee Training - Essay Example As per January 2014, the company had over 400 retail stores in more than 15 countries and an online store whereby hardware and software products are sold. However, despite the incredible growth the company has experienced over time, the is a pressing need to keep on training its employees in various departments in order to have a competitive edge over its close rivals like Microsoft, Dell, Samsung, Acer, Lenovo among other global technological giants. In the past, Apple Incorporation has been using a distribution channel that involved intermediaries in this case being authorized dealers. This strategy had proven to be a good idea in most parts of the world and particularly in the past when the company was under leadership of Steve Jobs. However, of late, the strategy has started backfiring as its close rivals adopt other strategies that are highly outdoing the company’s operations. One weakness that this channel of distribution has created is the fact that dealers do not know much about Apple products hence are completely unable to meet the requirements of the customers; they are unable to answer technical questions relating to the products (Apple, 2014). This has ended up making the company start opening its own physical and online stores in order to retain its market share in this competitive wave. As a result, the company requires training of cashiers, public relation personnel in their different stores, managers among human resources. Moreover, the company is under threat of being technologically dormant, a gap that is being created by the fact that its co-founder and a techno genius Steve Jobs is no longer in the management. This has made the company focus on training ambitious young persons in order to fill the gap that was created in hope that they will get another genius. However, this paper will focus on employees training with relation to public relation personnel, cashiers and other positions that

Mobile Phones Marketing Case Study Example | Topics and Well Written Essays - 4000 words

Mobile Phones Marketing - Case Study Example As wireless technologies evolve the coming mobile revolution will bring dramatic and fundamental changes to the world. This revolution has already begun and is gaining momentum. The revolution will impact numerous facets of our daily lives and the way business is conducted and will provide important data in real time to assist decision makers exert great influence on communications between businesses and their customers and transform the way we live our lives. The challenges facing mobile services, such as changes in business strategies, investment risk, limitations in mobile devices, networking problems, infrastructure constraints, security concerns, and user distrust in mobile applications and these provoke the researcher's issues such as killer applications, usability, user interfaces, mobile access to databases, and agent technologies. To remain competitive, mobile-device vendors, developers, and network operators must provide end users with a rich and satisfying experience. Mark eting have a great role in promoting wider and broader concept of IT business. Now we should see what are Apple iPhone and RIM Blackberry Smart Phones and what all concepts and business models have been used by both. Data is mainly collected through secondary sources. Collection of information is called a data. Data is of two types. They are primary data and secondary data. Primary data are those which are collected a fresh and for the first time and thus happen to be original in character. Secondary data are those which have already been collected by someone else and which have already been passed through statistical process. Secondary data may be published or unpublished data .For this particular study secondary data used is "Market led strategic change" of Prof. Nigel F. Piercy, which is used as marketing tool and its concept. Secondary data is used for preparing company profile, and previous reports. Apple iPhone and RIM Blackberry: With all of the millions of iPhones already used by highly satisfied users including many corporate executives Apple has been pushed to add features to the iPhone to make it easier for IT staff to manage and integrate into the existing systems. This will enable iPhone users to gain access to server updates pushed from Exchange as they are updated on the server, rather than requested by the client at regular intervals like a typical email program. "When Apple announced that the iPhone would incorporate Exchange support through ActiveSync, they specifically pointed out some shortcomings of RIM's server-based system." (Kim 2008). Apple also highlighted the thousand of existing web-based applications that already work on the iPhone. One major challenge Apple faces in bumping the iPhone up to 3G is that it will require more battery power to operate and the iPhone already has significantly shorter battery life than comparing with other phones. So the company will need to improve the device's battery life but for the current users frequently need to recharge their battery every day. "Apple has given technology managers their iPhone wish list in full in an effort to make its phone more business friendly. The mission: Lure enough enterprises to the iPhone so Apple can hit its 10 million unit goal by the end of 2008." (Dignan 2008). Apple IPhone is the multimedia mobile phone, which enable internet connectivity with touch screen, virtual keyboard, camera phone and portable media player (ipod) along

Othello Essay Example | Topics and Well Written Essays - 1000 words - 4

Othello - Essay Example In his final words, Othello confesses that he has â€Å"loved not wisely, but too well† (V, ii, 353). This insight goes a long way toward explaining Othello’s character. It is because of where he’s placed his love that he behaves the way he does. He is a hero because of his ability to act according to what love dictates and is brought to his ruin because of where that love had been placed. Generally, heroism refers to a character that embodies our concepts of what is good and noble in the human race (Vest, 2002). Othello is a good example of this as he has risen, through his own hard effort, from the pits of slavery to the General of the Venetian ships. â€Å"I fetch my life and being / From men of royal siege [rank]; and my demerits [deserts] / May speak unbonneted to as proud a fortune / As this that I have reached [are equal to]† (21-23). In addition, the Duke himself calls upon Othello at times of great need as in â€Å"Valiant Othello, we must straight employ you / Against the general enemy Ottoman† (48-49). However, Othello’s nobility lies not just on the surface level of his position in society, but in his own moral judgment as when he is faced with an angry father and his warlike supporters: â€Å"Keep up your bright swords, for the dew will rust them / Good signior, you shall more command with years / Than with your weapons† (59-61 ). It is thus in his love for Desdemona that his nobility shines through. In this statement, his nobility shines through as he defends his wife’s honor, acknowledges the respect owed to his elders and refuses to cross swords with them. All classic heroes also have an element of excessive pride, which contributes to their downfall as they become unable to discern truth from reality (McAlindon, 2002). Although it is harder to see in Othello because he is working to keep his speech humble, this same pride is

Digital library Speech or Presentation Example | Topics and Well Written Essays - 750 words

Digital library - Speech or Presentation Example The traditional library is one that contains books and information sources in print form or as physical units. This is not the case with digital libraries where the information is stored electronically. There are several advantages and disadvantages of the traditional library. Using information sources in print or physical format limits the use of a particular resource to only a few individuals at a time. Furthermore, the cost of purchasing printed sources is high and they occupy a lot of space. Yet again, it is quite easy for printed sources to get damaged or destroyed due to careless use or in case of fires. The sources can also be stolen from the library or from those who borrow them. However, using sources in this form does not necessitate the purchase of equipment such as computers or the use of Internet. Traditional Versus Digital Libraries Most, if not al the disadvantages of the traditional library have been overcome by the digital library. Storing books in digital format mak es them easy to access. Access in this respect is not limited to a few people but is possible for use almost by an unlimited number of people across the world at the same time. In this respect, digitization overcomes as well the restrictions imposed by distance and physical boundaries to library users. In this sense it makes it possible for academicians to undertake distance studies without the need to physically travel to specific locations. Another major importance of having documents or files stored in digital format is in respect to availability in time. When books and periodicals are stored electronically, their access is not limited to certain times of the day r night. Furthermore, searching sources is made quite easy, less space is used for storage and preservation and conservation of the sources can be done for an unlimited amount of time. Digitization of the sources may also help in improving their value in so far as display and sound quality is concerned. This is so becaus e flaws may be removed from the sources electronically before they are finally stored for public or private use. Content of information sources The information stored in e-books is usually quite much the same as that in hardcover sources. E-books have the added advantage in that flaws that are inherent in them can be corrected easily without additional costs to users. The credibility of sources do not much depend on the format in which they are stored or accessed but on factors such as authors, publishers and level of currency. In this respect, a hardcover book is as much credible and of similar quality as its electronic counterpart. In some cases, there are different versions of editions of one source. In such a situation, it is better to choose the most recent version based on the year of publication. Terms of accessing digitized sources and their Price In order to access digitized sources, clients normally have to pay some form of subscription or buy the book altogether. In most cases, subscriptions run for a predefined period of time which may be extended upon addition of subscription fees. The prices of e-books compared to hardcover books currently are almost equal. However, it is predicted that the prices of e-boo

The Crucible the Importance of a Good Name Essay Example for Free

The Crucible the Importance of a Good Name Essay The Crucible there are many themes floating around. One of the most notable themes is the importance of a good name. To several of the characters the only matter of importance seems to be their name and what it seems to be associated with. Amongst this dialog we find that because the hysterical environment of Salem causes persecution of calumny became a common fear of a good, respectable name to be tarnished. Early in the play we are introduced with our first couple of victims due to the infamous fear. Our first encounter is with Abigail when Reverend Parris questions her about as to why Elizabeth Proctor had fired her Abigail responds â€Å"My name is good in the village! I will not have it said my name is soiled! Goody Proctor is a gossiping liar! † We can see here that she believes that Goody Proctor is trying to spoil her name due to the belief that she had been having an affair with John. As the play continues it is evident how she accuses other people of witchcraft so that her name is in the light and she is absolved from partaking in the witchcraft herself. Though it seems that Abigail’s only worry is her name, she is very dissembling. We later find out that her name seems to only be the light of her worries. Her main motive is to rid John of Elizabeth so that she can freely be with John. Her uncle, Reverend Parris, is naive to her hidden motives for false accusations. It isn’t much longer in the story when we find Abigail’s uncle, Reverend Parris is also sporting this same worry when we read a conversation between him and a trusted villager Thomas Putnam. Due to Betty, Parris’s Daughter who has fallen ill, and the village is suddenly buzzing with slander of witchcraft. In a conversation with Thomas Putnam it is apparent how this affects Parris. â€Å"Thomas, Thomas, I pray you, leap not to witchcraft. I know that you-least of all, Thomas, would ever wish so disastrous a charge laid upon me. We cannot leap to witchcraft. They will howl me out of Salem for such corruption in my house. † This shows that Reverend Parris is almost more caught up in what people think of him rather than how daughter, Betty Parris, is doing or rather how the Doctor, who has found nothing to cure her, will solve her illness. Parris is now continuously accusing his least faithful parishioners with having a contract with the devil. One of which is John Proctor, the man Abigail is having an affair with. John Proctor is known as a rebel in this story. Though a good Christian he rarely makes it into Parris’ Sunday Masses because he is working in the field and he doesn’t want to hear of Parris’ weekly ranting of the devil and hell. It is because of this reputation his wife is among the accused of witchcraft. When he tries to defend her he reluctantly admits to lechery. John Proctor was very reluctant to admit this because he wanted his name to stay respected. When judge Danforth doesn’t believe him they ask his wife Elizabeth if this is true. Unknowing that he had confessed and trying to respect his wishes of keeping a good name she says that she doesn’t believe that he had ever had an affair with Abigail Parris. When Abigail turns on Marry Warren, Marry Warren turns on John Proctor calling him the Devil’s Man. This causes his arrest and accusation of Witchcraft. Proctor’s importance of a good name is most portrayed in the last act, Act V, when he is begged to save himself by signing a confession sheet. He finally refuses to sign it saying that â€Å"Because it is my Name! Because I cannot have another in my life! Because I lie and sign myself to Lies! Because I am not worth the dust on the feet of them that hang! How may I live without my name? I have given you my soul; leave me my name! † John Proctor is the epitome of wanting to preserve his name. He willingly dies to preserve his name. In the story of The Crucible, Arthur Miller is able to illustrate the importance of a good name through many of the characters. We were easily able to convey this theme and build off of it. Since many of the characters’ main objective was too keep their name in good light we were able to better understand the reasons behind their actions, helping us receive a better understanding of the story.

Afghanistan Geostrategic Importance

Afghanistan Geostrategic Importance When Allah had made the rest of the world, he saw there was a lot of rubbish left over, bits and pieces and things that did not fit anywhere else. He collected them all together and threw them down on the earth. That was Afghanistan.  [1]   An old Afghan Saying. Introduction The Islamic Republic of Afghanistan is a landlocked country in South-Central Asia. It is variously described as being located within Central Asia,  [2]  South Asia,  [3]  or the Middle East.  [4]  It is bordered by Iran in the west, Pakistan in the south and east, Turkmenistan, Uzbekistan and Tajikistan in the north, and China in the far northeast. The geographic entity now known as Afghanistan has a very long history, and has been an ancient focal point of the Silk Road and migration. It is an important geostrategic location, connecting East and West Asia or the Middle East. The land has been a target of various invaders, as well as a source from which local powers invaded neighbouring regions to form their own empires. Ahmad Shah Durrani created the Durrani Empire in 1747, which is considered the beginning of modern Afghanistan.  [5]   In the late 19th century, Afghanistan became a buffer state in The Great Game played between the British Empire and Russian Empire. Due to its strategic placement Afghanistan became the focal point of intense rivalry between Tsarist Russia and Britain during the nineteenth century. On August 19,1919, following the third Anglo-Afghan war, the country regained independence from the United Kingdom over its foreign affairs. During the ensuing conflict, the war-weary British relinquished their control over Afghan foreign affairs by signing the Treaty of Rawalpindi in August 1919  [6]  . In commemoration of this event, Afghans celebrate August 19 as their Independence Day. Afghanistan remained at the centre stage of international politics as a theatre in the cold war games of super powers with Pakistan acting as the frontline state of USA for channelling its financial, material and military supplies to the Afghan Mujahedeen. Since the late 1970s Afghanistan has experienced a continuous state of civil war punctuated by foreign occupations in the forms of the 1979 Soviet invasion and the 2001 USA led invasion that toppled the Taliban government. Afghanistan has assumed importance due to its potential to influence the societies and politics in its bordering countries. (Refer fig 1) Historical Perspective The geography of a nation determines its history, politics and the nature of its people. Afghanistan has been called by many names from being the heart of Asia by the great Indian poet Mohamed Iqbal, to the cockpit of Asia by Lord Curzon.  [7]  The geo strategic location of Afghanistan has been significant since the earliest Aryan invasion it being located on the crossroads between the Arabian Sea and India and between the central Asia and South Asia, the country has indeed stood guard over the land routes to the Indian subcontinent. Even the ruler of Punjab Maharaja Ranjit Singh, had recognised that the key to the security of the plains of India lay in Kabul.  [8]   Afghanistan has always remained an area of imperial aspirations, differing perceptions and competitions both in medieval and modern times.  [9]  Even before Afghanistan emerged as a geo political entity, the region had seen competition for influence by the Mongols, Persians, the Mughals as well as local tribal chiefs. Though Afghanistan as a state existed since 1747, its current political borders evolved only toward the end of the last century (1880-1901) as an outcome of rivalry between British India and Tsarist Russia. Creation of a buffer state between the two giant powers in Asia was a political and military compulsion. Politically speaking, it was the issue of security between British India and Russia that determined Afghanistan as a state more than the factor of its sovereignty since Afghanistans spatial location denied it the resources for it to be a viable state.  [10]  Successive Afghan rulers have maintained stability by sourcing revenue (i.e. plundering) from its n eighbours  [11]  . Afghanistan played a pivotal role in the security perspective during the era of the great game in the Nineteenth century when Russian and British imperial powers seemed to be on a collision course in Central Asia.  [12]  The history of Nineteenth century is consequently a history of moves and counter moves on the part of the Russians and the British Empire, which ultimately resulted in the emergence of the land locked Afghanistan as a buffer state in the demarcation of frontiers. Thus, it was primarily this Great Game being played out in Afghanistan, which resulted in evolving its current political borders, rather than its need for sovereignty. Since its stability was a key factor in maintaining the fragile security balance in the region, the external powers continued to supply rulers of Afghanistan with assured resources to sustain control and internal stability. Thus, Afghanistan became the only country to hold off both Russian and British expansion in the last century without aligning itself with either. The demarcation of Afghanistans border with Russia commenced in 1887, however Russians never lost sight of the fact that they needed to have their influence in the region, and this led to the signing of the Treaty of Friendship between the two in 1921  [13]  . The British too, carried out the demarcation of the border with Afghanistan by creating the Durand line, named after Sir Mortimer Durand in 1893, without giving any thought to the tribal affinities and traditional affiliations.  [14]   Geographical Location Afghanistan is the worlds 41st-largest country (after Burma) and has an area of 245,000 square miles. It is landlocked and mountainous, with plains in the north and southwest. Afghanistan with a noticeable sizeable chunk of geometrically regular territorial configuration lies at the intersection of the Indian Sub-Continent (Pakistan), the Middle East (Iran), Central Asia (Turkmenistan, Uzbekistan and Tajikistan) and China (The Wakhan Corridor).  In terms of International borders, the details are Pakistan (2430 km); Iran (936 km); Tajikistan (1206 km); Uzbekistan (137 km); Turkmenistan (744 km), and China (75 km).  The northern and southern portion of Afghanistan is divided by the massive Hindu Kush mountain ranges  [15]  . The Pamir Mountains to the northeast also named the roof of the world by Marco Polo are the junction between Tajikistan, Afghanistan and China. In the east, the passes in Suleiman mountain range like the famous Khyber Pass have provided access to the Indian subcontinent. Geo Strategic Relevance since World War II The post World War II saw the collapse of the British colonial rule in the Subcontinent and Soviet Union emerging as a Super Power with USA led western bloc and Soviet Union led eastern communist block  [16]  . With the British departure from India Afghanistan lost its importance, possibly since the western bloc found an ally in Pakistan to counter the Soviet expansion. However, the Soviet invasion of Afghanistan in 1979 brought the country to the limelight once again and the strategic balance of the subcontinent was altered dramatically with intervention of extra regional powers. The geo strategic relevance of Afghanistan in the above backdrop cannot be overlooked and it gained further importance with the breakup of Soviet Union. Infact the country has emerged as a new centre for terrorism. Post Cold War Era and the New Great Game The withdrawal of Soviet Union from Afghanistan once again altered the geopolitical and geo strategic importance of Afghanistan. The resultant power vacuum, infighting among the Mujahedeen commanders, weak government of Najibulla at Kabul, and the lack of United States support to Pakistan, were to a large extent responsible for the state of affairs in Afghanistan. Coupled with an indifferent world community, it formed a sure shot recipe for disaster. Surrounded by two nuclear states (China and Pakistan), a threshold nuclear state (Iran) and having two other nuclear powers in its near vicinity (India, and Russia) places Afghanistan in a difficult situation with its neighbours as well other powers vying to get a foothold in the region to spread their influence in the region and the subcontinent. The emergence of new States in Central Asia in 1991 brought to limelight the vast Hydrocarbon resources available in the region and once again Afghanistan acquired the critical importance of the land route from Central Asia to Arabian Sea. It could be asserted that despite its landlocked location, Afghanistan is important in geo-economic terms too both in terms of substantial deposits of oil and natural gas (assessed but not tapped) and as a energy corridor for Central Asia energy produce.  The newly independent states of the Central Asian region have been desperately looking for means of communication to export their oil and gas riches, so as to end their isolation and economic dependence on Russia. Turkmenistans hope of reviving plans to lay the pipeline across war torn Afghanistan to Pakistan and then to India revealed the desperation facing these states. Taliban and the Impact on the Geo Strategic Environment When Russia eventually withdrew from Afghanistan, the US-supported Mujahideen took control. Instead continuing the support for the buffer state, Americas subsequent withdrawal from the region caused a power vacuum, allowing sectarian interests (the Taliban) to seize control. As Afghanistan had been abandoned by both Russian and the West, the Taliban had no interest in acting as buffer, and pursued their own agenda. Afghanistan, apart from being the land bridge to central Asia has also become a home to the fundamentalist ranging from the Jihadis from Kashmir to the Uighur separatists and provided a suitable launch pad for such activities in Central Asia. Afghanistans geo-political and historical background further complicated the situation. The Taliban were initially welcomed by the war torn population since they promised an end to the prevailing anarchy. However, the subsequent quest for power and their change in stance from having no political ambitions, to a flat refusal for power sharing pushed Afghanistan into another period of instability. Afghanistan, till Dec 2001, can therefore be described as having been a legally undivided territory of fragmented power  [17]  . Soon Taliban as a Host to Al Qaida and its leader, Osama Bin Laden, turned into reality the threat of Islamic Fundamentalism faced by the Central Asian states since 1991. The strengthening of links between militant organisations like Islamic Movement of Uzbekistan, Al Qaida, the Chechen rebels, Uighur separatists and the Taliban, further compounded the security situation in the region. The bombings of the US embassies in 1998 brought USA and the Taliban on a collision course. However, it was the 11 Sep 2001 attacks on the World Trade Centre, which roused the world community and forced them to deal with the menace posed by Taliban and its associates. The Relevance Post 11 Sep 2001 The global war on terrorism (GWOT) launched by USA and its allies has added great deal of turbulence in the region. Presence in Afghanistan provides USA an opportunity to influence the region and keep a check on Russian, Chinese, Pakistani, Iranian and the Indian influence, the nuclear states in the region, a job it has already commenced, as is evident from the pressure on Pakistan and the Iranians.  [18]  The United States however is in a strategic dilemma as it made its Afghanistan strategy totally dependent on Pakistan Armys cooperation.   A strategic denouement is underway presently.  The United States geopolitically stirs a witches cauldron in Afghanistan by giving primacy to Pakistan Armys strategic sensitivities to control Afghanistan  [19]  .  Any US exit from Afghanistan could create a political vacuum which would most likely get filled in by Russia, Iran and India.  [20]  

Marketing Strategies of Primark

Marketing Strategies of Primark 1.0 Introduction The research report under consideration is aimed to explore the significant role played by Marketing Strategies in todays modern and dynamic business environment. Marketing has gained substantial importance and has become first priority of decision makers in any organisation. This document presents a research report analyzing and forecasting marketing environment faced by leading retailer Primark with special focus on competitive analysis. Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is second largest clothing retailer in terms of sales and revenue with its existence mainly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it will become leading clothing retailer. This extensive research is aimed at exploring current marketing strategies adopted and evaluating their effectiveness. The critical review of current segmentation, targeting, positioning and branding strategies of Primark and an extensive market analysis is carried out to suggest future marketing strategies and growth areas and to improve and sustain quality of services provided. The expected outcomes of document are recommendations to use marketing strategies tactically in decision making to enjoy sustainable growth. 1.1 Reason for choosing the topic I have selected this topic realizing the fact that in todays intensively competitive business environment, financial successof any company depends on combined efforts of its financial strategy and marketing strategy. In fact, only those companies thrive in business who works closely with their customers; and, marketing has become a successful tool to create a relation with customers indirectly. From small to large, every organisation is realizing that effective marketing strategies can add value and exert tremendous influence over their ability to attract customers, leaving positive impact on companys performance and profitability. â€Å"Marketing is defined as management process that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking mix variables (Product, Price, Promotion and Distribution) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors; and forces outside that affect marketing managements ability to develop and maintain successful relationships with its target customers (For further information on Marketing Environment, see Appendix I). 1.2 Reason for choosing Retail Industry and Primark Reason for choosing retail industry for research project is because it is a high profile and constantly changing business at the sharp end, but now-a-days, retail industry in UKis under high pressure as key factors like troubled mortgage and housing market, rising fuel prices and utility bills, high interest rates in UK are challenging retail environment as compared to years of strong growth between 2002 and 2004. Formally retail is defined as â€Å"sale of commodities to household or ultimate consumers† (Barry and Evans; 1986).Retail industry can be categorised in various sectors as food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers etc. But now discount, budget or value retailing in UK has taken on a higher profile over recent years despite effects of recession. Especially interests have largely centered on growth of value or discount clothing retail industry. The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is second largest clothing retailer in UK in terms of sales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession times of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing business environment which demands that marketing process of a large retail organisation like Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to determine its effectiveness. 2.0 Primark: A Brief Overview Of The Business Primark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with fashionable clothing regardless of social status. It emerged as major force in the British retail industry, contributing through its low price value and great quality fashion products for everyone in society as a whole and leaves remarkable impact on social, environmental and ethical behavior of people. Primark does not rip off its customers and presents excellent example of it motto which states â€Å"look good, pay less† Primark, (2010). Most of their clothes are bought from same factories as other fashion retailers and people producing them are paid exactly the same whatever label and whatever price in shop. Companys success is based on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high quality, fashion basics at value for money prices. They are able to offer such good value and good quality because of low mark-ups and big volumes. Their overhead costs are extremely low as they do not run expensive advertising campaigns; instead they have wonderful strategic marketing approach that stands them out. 3.0 Marketing Strategy Of Primark Retail clothing industry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. Strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Primark has well organized strategic Target marketing and Product marketing approaches in place. 3.1 Target Marketing Approach Strategic marketing is about achieving maximum possible differentiation over competition in meeting customer needs, gaining and sustaining competitive advantage and capitalizing on corporate strength and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements more closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only increases opportunity but also reduces overall costs incurred by company. This process is called target marketing and it must be carried out systematically to be effective and for this purpose it can be divided into three stages as in Figure; 3.1.1 Segmentation At first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to respond favourably to different products, services or marketing mix. Company needs to determine most appropriate basis for segmentation, identify characteristics for each segment and develop criteria to evaluate their commercial attractiveness and viability. Market segmentation allows managers to see clearly the diversity within their markets and uncover opportunities that may exist or segments whose needs have not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each base As Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all above determined segmentations bases and variables are important but demographic factors are the most straight forward base for segmenting Primarks consumer market, as they are most meaningful. Main demographic variables for Primark consumer market are identified as in charts below. All demographic factors are identified according to their percentage relative attractiveness for targeting them depending upon their market share for Primark. Hhighlighted segments in diagrams are identified as most meaningful for Primark and they must be targeted to gain marketing objectives. 3.1.2 Targeting Next stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, developing an appropriate marketing mix for them and develop segment coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in order for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. Once determined which segment attractiveness factors are important, evaluate each of those factor against selected segments using segment attractiveness evaluation matrix below; There are four different targeting approaches can be considered to develop marketing mix to meet marketing objectives. Undifferentiated marketing is used for one marketing mix, targeted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who will have control over other segments. Customised marketing is used for one marketing mix per customer as in figure below; For Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers can be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments. 3.1.3 Positioning In third phase of product positioning all marketing mix elements are designed to fit a given place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further information). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a brand. For instance, it was identified from a sample of female teenagers that were surveyed, that being trendy and stylish, having a good range of clothing, and good brand reputation, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark. Brand positioning provides insight into brand performance and gives important inputs for marketing communications used to support a brand. Through communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and convenience; and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money. 3.2 Product Marketing Approach A companys performance is closely linked to its marketing strategies. Each companys strategy must be unique since each company is different with respect to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix; I plot current and potential products along one axis and current and potential new markets along other axis. Thus it demonstrates low and high risk options and helps to think about business growth with new or existing products in new or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a series of suggested growth strategies. Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or increase market share of its current products by a combination of competitive pricing strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market unattractive for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and increases its usage by existing customer. One of penetration strategy adopted by Primark is expansion of shop floors and opening new stores. Market development is a growth strategy where business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including moving to new geographical markets; for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by launching high tech website for online sales. Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can appeal to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, it must have a clear idea about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure; 4.2.1 Product Portfolio Analysis Marketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham; (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, â€Å"Marketing Mix is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others†. Marketing Mix is viewed as combination of elements that contribute to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure below; Primark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated catering not only profitability but also considering customer needs as in figure, Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements. 4.3 Brand Strategy A successful marketing mix contributes to good marketing of a product; hence there must be a brand strategy in place. American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers†. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target Customer and/or Client, Competition Product and Service Mix, Unique Selling Proposition First step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an extensive brand portfolio; Brand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives include: Delivers message clearly Confirms your credibility Connects your target prospects emotionally Motivates buyer Concretes User Loyalty Gaining a specific number of new clients in next year Positioning company as an industry leader in next 12 months To succeed in branding company must understand needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand.   With a strong brand company builds credibility, has more influence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower. Identifying marketing targets enables company to find opportunities available. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both time and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious. Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can keep your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can competition, timing, financing, location, lack of demand, suppliers not meeting demands and targets. In order to face these obstacles its important to spend time doing a careful analysis of products or service to assist in developing brand, and positioning products in the market. Last step in brand strategy is branding companys identity in marketplace where image is all about appearance of packaging. Its important to realize that packaging always either has a negative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others recognize often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, answering system, presentation of finished products. Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous battle for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitiv e offerings. It must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, business development and even business partners. Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is facing many challenges and standing at verge of it survival in long term. Market Research World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals data by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last six months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to survive in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries; second one is the development of six added-value activities: niche, Quick Response, full package, innovation, branding and retail. Elaine Giles, Research Manager, TNS says, â€Å"Shoppers are starting to favour higher priced retailers and premium end of market is performing well. Growth of value sector last year came on back of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate.† 4.0 Strategic Marketing Environment Analysis Primark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. Discount cloth retailing in UK has several characteristics including clearance outlets, core business discounters, planned purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation; Porters Five Forces Analysis, SWOT Analysis and PESTLE Analysis. 4.1 Porters Five Forces Analysis First of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A below; The threat of new entrants in market is a critical element haunting Primark much as there are less entry barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to defend their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry. Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no substitute for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute. Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market. Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in child labour and Primark has to cut-off ties with them immediately which is definitely a big blow for Primark. Primark pays its supplier competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs. Apart from five forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below; (For PESTLE Analysis, refer to Appendix II; and for SWOT Analysis, Appendix III) Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market; Primark has adopted an approach of â€Å"Think globally, Act locally† as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers. Primark faced a major blow to its reputation on 24 June, 2008 after being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth  £700 million and is dedicated to improve their standard of living and quality of life. For this, Primark has established ‘Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In response to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stopped buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it ‘Achiever in year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV) Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish. Using this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned according to these drivers.   Understanding complexity associated with different attributes and brands can be made easier by developing a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceived according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition. Mapping can provide significant insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differentiate on attributes that matter to customers and how to compete more effectively in target market. 4.2 Competitor Analysis Like any other business, Primark is also facing tough competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise. In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available; while Primark do not use even single media for advertisement. Marks and Spenc Marketing Strategies of Primark Marketing Strategies of Primark 1.0 Introduction The research report under consideration is aimed to explore the significant role played by Marketing Strategies in todays modern and dynamic business environment. Marketing has gained substantial importance and has become first priority of decision makers in any organisation. This document presents a research report analyzing and forecasting marketing environment faced by leading retailer Primark with special focus on competitive analysis. Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is second largest clothing retailer in terms of sales and revenue with its existence mainly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it will become leading clothing retailer. This extensive research is aimed at exploring current marketing strategies adopted and evaluating their effectiveness. The critical review of current segmentation, targeting, positioning and branding strategies of Primark and an extensive market analysis is carried out to suggest future marketing strategies and growth areas and to improve and sustain quality of services provided. The expected outcomes of document are recommendations to use marketing strategies tactically in decision making to enjoy sustainable growth. 1.1 Reason for choosing the topic I have selected this topic realizing the fact that in todays intensively competitive business environment, financial successof any company depends on combined efforts of its financial strategy and marketing strategy. In fact, only those companies thrive in business who works closely with their customers; and, marketing has become a successful tool to create a relation with customers indirectly. From small to large, every organisation is realizing that effective marketing strategies can add value and exert tremendous influence over their ability to attract customers, leaving positive impact on companys performance and profitability. â€Å"Marketing is defined as management process that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking mix variables (Product, Price, Promotion and Distribution) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors; and forces outside that affect marketing managements ability to develop and maintain successful relationships with its target customers (For further information on Marketing Environment, see Appendix I). 1.2 Reason for choosing Retail Industry and Primark Reason for choosing retail industry for research project is because it is a high profile and constantly changing business at the sharp end, but now-a-days, retail industry in UKis under high pressure as key factors like troubled mortgage and housing market, rising fuel prices and utility bills, high interest rates in UK are challenging retail environment as compared to years of strong growth between 2002 and 2004. Formally retail is defined as â€Å"sale of commodities to household or ultimate consumers† (Barry and Evans; 1986).Retail industry can be categorised in various sectors as food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers etc. But now discount, budget or value retailing in UK has taken on a higher profile over recent years despite effects of recession. Especially interests have largely centered on growth of value or discount clothing retail industry. The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is second largest clothing retailer in UK in terms of sales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession times of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing business environment which demands that marketing process of a large retail organisation like Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to determine its effectiveness. 2.0 Primark: A Brief Overview Of The Business Primark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with fashionable clothing regardless of social status. It emerged as major force in the British retail industry, contributing through its low price value and great quality fashion products for everyone in society as a whole and leaves remarkable impact on social, environmental and ethical behavior of people. Primark does not rip off its customers and presents excellent example of it motto which states â€Å"look good, pay less† Primark, (2010). Most of their clothes are bought from same factories as other fashion retailers and people producing them are paid exactly the same whatever label and whatever price in shop. Companys success is based on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high quality, fashion basics at value for money prices. They are able to offer such good value and good quality because of low mark-ups and big volumes. Their overhead costs are extremely low as they do not run expensive advertising campaigns; instead they have wonderful strategic marketing approach that stands them out. 3.0 Marketing Strategy Of Primark Retail clothing industry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. Strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Primark has well organized strategic Target marketing and Product marketing approaches in place. 3.1 Target Marketing Approach Strategic marketing is about achieving maximum possible differentiation over competition in meeting customer needs, gaining and sustaining competitive advantage and capitalizing on corporate strength and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements more closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only increases opportunity but also reduces overall costs incurred by company. This process is called target marketing and it must be carried out systematically to be effective and for this purpose it can be divided into three stages as in Figure; 3.1.1 Segmentation At first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to respond favourably to different products, services or marketing mix. Company needs to determine most appropriate basis for segmentation, identify characteristics for each segment and develop criteria to evaluate their commercial attractiveness and viability. Market segmentation allows managers to see clearly the diversity within their markets and uncover opportunities that may exist or segments whose needs have not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each base As Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all above determined segmentations bases and variables are important but demographic factors are the most straight forward base for segmenting Primarks consumer market, as they are most meaningful. Main demographic variables for Primark consumer market are identified as in charts below. All demographic factors are identified according to their percentage relative attractiveness for targeting them depending upon their market share for Primark. Hhighlighted segments in diagrams are identified as most meaningful for Primark and they must be targeted to gain marketing objectives. 3.1.2 Targeting Next stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, developing an appropriate marketing mix for them and develop segment coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in order for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. Once determined which segment attractiveness factors are important, evaluate each of those factor against selected segments using segment attractiveness evaluation matrix below; There are four different targeting approaches can be considered to develop marketing mix to meet marketing objectives. Undifferentiated marketing is used for one marketing mix, targeted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who will have control over other segments. Customised marketing is used for one marketing mix per customer as in figure below; For Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers can be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments. 3.1.3 Positioning In third phase of product positioning all marketing mix elements are designed to fit a given place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further information). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a brand. For instance, it was identified from a sample of female teenagers that were surveyed, that being trendy and stylish, having a good range of clothing, and good brand reputation, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark. Brand positioning provides insight into brand performance and gives important inputs for marketing communications used to support a brand. Through communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and convenience; and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money. 3.2 Product Marketing Approach A companys performance is closely linked to its marketing strategies. Each companys strategy must be unique since each company is different with respect to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix; I plot current and potential products along one axis and current and potential new markets along other axis. Thus it demonstrates low and high risk options and helps to think about business growth with new or existing products in new or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a series of suggested growth strategies. Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or increase market share of its current products by a combination of competitive pricing strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market unattractive for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and increases its usage by existing customer. One of penetration strategy adopted by Primark is expansion of shop floors and opening new stores. Market development is a growth strategy where business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including moving to new geographical markets; for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by launching high tech website for online sales. Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can appeal to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, it must have a clear idea about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure; 4.2.1 Product Portfolio Analysis Marketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham; (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, â€Å"Marketing Mix is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others†. Marketing Mix is viewed as combination of elements that contribute to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure below; Primark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated catering not only profitability but also considering customer needs as in figure, Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements. 4.3 Brand Strategy A successful marketing mix contributes to good marketing of a product; hence there must be a brand strategy in place. American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers†. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target Customer and/or Client, Competition Product and Service Mix, Unique Selling Proposition First step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an extensive brand portfolio; Brand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives include: Delivers message clearly Confirms your credibility Connects your target prospects emotionally Motivates buyer Concretes User Loyalty Gaining a specific number of new clients in next year Positioning company as an industry leader in next 12 months To succeed in branding company must understand needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand.   With a strong brand company builds credibility, has more influence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower. Identifying marketing targets enables company to find opportunities available. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both time and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious. Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can keep your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can competition, timing, financing, location, lack of demand, suppliers not meeting demands and targets. In order to face these obstacles its important to spend time doing a careful analysis of products or service to assist in developing brand, and positioning products in the market. Last step in brand strategy is branding companys identity in marketplace where image is all about appearance of packaging. Its important to realize that packaging always either has a negative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others recognize often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, answering system, presentation of finished products. Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous battle for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitiv e offerings. It must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, business development and even business partners. Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is facing many challenges and standing at verge of it survival in long term. Market Research World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals data by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last six months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to survive in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries; second one is the development of six added-value activities: niche, Quick Response, full package, innovation, branding and retail. Elaine Giles, Research Manager, TNS says, â€Å"Shoppers are starting to favour higher priced retailers and premium end of market is performing well. Growth of value sector last year came on back of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate.† 4.0 Strategic Marketing Environment Analysis Primark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. Discount cloth retailing in UK has several characteristics including clearance outlets, core business discounters, planned purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation; Porters Five Forces Analysis, SWOT Analysis and PESTLE Analysis. 4.1 Porters Five Forces Analysis First of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A below; The threat of new entrants in market is a critical element haunting Primark much as there are less entry barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to defend their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry. Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no substitute for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute. Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market. Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in child labour and Primark has to cut-off ties with them immediately which is definitely a big blow for Primark. Primark pays its supplier competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs. Apart from five forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below; (For PESTLE Analysis, refer to Appendix II; and for SWOT Analysis, Appendix III) Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market; Primark has adopted an approach of â€Å"Think globally, Act locally† as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers. Primark faced a major blow to its reputation on 24 June, 2008 after being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth  £700 million and is dedicated to improve their standard of living and quality of life. For this, Primark has established ‘Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In response to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stopped buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it ‘Achiever in year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV) Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish. Using this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned according to these drivers.   Understanding complexity associated with different attributes and brands can be made easier by developing a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceived according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition. Mapping can provide significant insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differentiate on attributes that matter to customers and how to compete more effectively in target market. 4.2 Competitor Analysis Like any other business, Primark is also facing tough competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise. In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available; while Primark do not use even single media for advertisement. Marks and Spenc