Challenges Of Developing Workplace Diversity Programs

CHALLENGES OF DEVELOPING WORKPLACE DIVERSITY PROGRAMS While the business case for highly developed and well maintained diversity programs has been documented by countless sources, a fully functional, equitable diversity management program comes with challenges. While there is a certain value in assimilation into a company, it can be difficult to fully get all employees on board when they come from different demographic groups due to the different life experiences they have had. With total assimilation into a standard norm of behaviors and expectations, there is also the possibility for loss of the expression of different perspectives when there is an expectation that all should share the same values, thought patterns and frames of†¦show more content†¦(Canas, 2014) But meaningful change is nearly impossible to achieve without employees buying into the new system. Mitchell Holt identified three common challenges to effective implementation of diversity initiatives: resistance, poor communication, and disorganization. (Holt) Inte restingly enough, communication problems not only come about due to lack of clarity from management, it is also a side effect of a diverse workforce as well. Perceptual, cultural, and language barriers need to be overcome in order to effectively communicate to diverse groups. (Greenberg, 2004) In order to effectively communicate to a diverse group of employees, it is prudent to use a broad range of communication techniques. â€Å"People from some cultures don t trust information that comes directly from a manager, for example, preferring that the word comes instead from a leader of the employee group, a headman, or shop foreman.† (Ribbick, 2003) Even when workers come from a homogeneous cultural background, the method to effectively communicate with them can vary drastically. Members of the Baby Boomer generation may prefer an in person chat or a phone call while Millennials prefer e-mails or text messaging. (How to Manage Different Generations, n.d.) Millennials and members of Generation X are known for their dislike of the formality of large in person meetings, especially when there

One Solution to Global Overfishing Analysis - 1642 Words

The first thing that comes to ones mind when fish is mentioned is usually, smelly, nasty, or to some, delicious. In a nutritional aspect, fish is a top priority in a diet because of the protein that it has. Many people fish for food, or just for leisure. Overfishing mainly started in the 19th century, when humans started looking for blubber for oil lamps, which they used for light during the night. When humans started overfishing for the whale blubber it severely reduced and damaged the whole population of the sea life. In the fish population, many fish such as the Atlantic cod and herring were overfished to the point where they almost went extinct by the mid 1900’s. The depletion of the fish population disrupted the aquatic food†¦show more content†¦There have been many incidents where innocent lifeguards and individuals have been attacked by sharks and other dangerous fish while spending time in waters. The overfishing of the sharks prey has causes this. This is a v ery dangerous issue as it may take many lives away for nothing. Another major cause is the subsides provided to fishermen from the government. Despite the depleted state of the oceans, many governments provide major subsidies to their fishing sectors. According to The Webster Merriam Dictionary, a subsidy is money that is paid usually by a government to keep the price of a product or service low or to help a business or organization to continue to function. Subsidies not only distort markets and support uneconomic activities, but also are a major incentive to overfishing and other destructive fishing practices. These large subsidies have helped produce a worldwide fishing fleet that is up to 250 percent larger than what is needed to fish at sustainable levels (Fisheries Subsidies, Overcapacity and Overfishing, 2008). Some subsidies support beneficial programs, such as management and research for overfishing. However, the majority of subsidies influence the increase and intensity of overfishing. These subsidies include those that reduce costs or enhance revenues and promote overcapacity, such as support for boat construction and modernization, fuel, equipment, and other operating costs (EcoWatch, 2011). AnotherShow MoreRelatedTragedy of the Commons: Overfishing the World’s Oceans Essay1699 Words   |  7 Pagesit will be a useful tool when considering some of the environmental issues facing our planet. One of the major concerns confronting the environment today is the overfishing of the world’s oceans, depleting some species to near extinction. With continued advances in technological and industrial proficiency, fishing vessels are able to fish across the globe, further exacerbating the effects of overfishing. 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Introduction It was believed that 500 years ago, Irish settlers went to Newfoundland not for the religious freedom there, but the fertile fish banks near the shore(Pollack, 1995). This was all but history now. The overfishing crisis took on headlines back in the earlyRead MoreIllegal, Unreported And Unregulated3089 Words   |  13 PagesIntroduction: Illegal, Unreported and Unregulated (IUU) fishing has been labelled by the United Nations as the single biggest threat to marine ecosystems and a major obstacle to achieving sustainable global fisheries. IUU fishing undermines efforts to achieve sustainability of fish stocks as it results in catches of fish (and by-catch) that exceed allowable catch quotas that are imposed on the legal fishing industry. This has negative effects both on the stability of the fisheries and on the livelihoodsRead MoreThe Valuation And Commodification Of Ecosystem Services2140 Words   |  9 Pagesfail to be derived, it is less likely for ecosystems to be protected or reserved. Therefore, the importance of ecosystem services is often poorly appreciated and only to be seen when facing severe problems. People are less likely to come up with solutions to protect the ecosystems of their own will than to make a better trade to exchange ecosystem services for money. Also, it is quite often to fail to define the difference between â€Å"valuation† and â€Å"privatisation†, considering ecosystem services moreRead MoreE Logistics4076 Words   |  17 PagesINTRODUCTION: â€Å"IN the global dimensions it is mentioned that the fish and fish products sectors is facing a certain crisis in their primary resource in which the fish stock is collapsing† (UNEP, 2009, p.14). According to the United Nation’s Food and Agriculture Organization (FAO), the reason of concern for sea food is due to increase in number of overexploited, depleted and recovering stocks (FAO, 2010). The complex causes of wild fish stocks crisis include: overfishing, managing poor fishing, unsustainable

A Summer with My Aunt free essay sample

I, of course, was not used to spending any amount of money because my parents were doing well enough to keep my sister and me in school, so the idea of having leisurely money was a new concept which I craved. As a child I admired this woman for many reasons and wanted to be like her. I wanted to live in a nice neighborhood with a big house, I wanted to drive a beautiful white shiny car and wear new clothes, I wanted to be strong and healthy , but most of all I wanted to be successful like she was. So I spent my days in school preparing for college so that someday I would be able to be like her. Things changed, though, when I moved down to Texas for two months to take care of her nine month old son, Luke; as it turns out Gretchen Decker was and is not as happy with her life as I thought she was. We will write a custom essay sample on A Summer with My Aunt or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page At the beginning of the summer I had agreed to fly out to California to take my grandma’s place as a helping hand for my aunt. Gretchen had just married her third husband, Chris, two years prior and had recently become pregnant. My whole family was rather concerned with this matter because my aunt was now in her forties; when complications started arising my grandmother put her own life on hold to focus her attention on her daughter. When the time came, though, it was my turn to help my aunt. I left my job, friends, summer activities, and leisurely time to fly out to California and take care of my cousin. Plans were interrupted by my aunt’s job, though, when she received recent news of a promotion that would land her in the Dallas metropolis. I, of course, did not mind because either way I would be able to finally get to know this woman I so aspired to be like, and at the same time I would be able to visit with my aunt Trudy. So at the end of the summer I packed up my bags and my dad, sister, and I drove down to Texas. The house was gorgeous with a huge entry way and vaulted ceilings and a large open-concept kitchen and living room. The rooms were not very large but they were a decent size, close to a large bathroom. There was no furniture yet because it was still being moved from California and sadly we’d have to live without it for a couple more weeks. It was a great neighborhood, though, quiet and clean but most importantly, safe; this was the house my mother and father were working so hard for. The city was also very established with great schools and big malls, another thing I, myself, had always wanted. The next day I met Luke and was shocked by his appearance. He was a gorgeous baby but his weight brought up a bit of a concern for me. Luke was only nine months old and weighed 30 pounds; the first though in my mind was, â€Å"why is she feeding him so much? † but I held my tongue and asked, â€Å"So, what does he eat? † My aunt replied saying, â€Å"well he has five bottles a day and two to three solid meals a day. † Another thought, â€Å"holy crap,† then I said, â€Å"Wow, he’s big. † She laughed and said, â€Å"Yeah he’s definitely not starving. She may have found it funny but I found it odd that this child was the size of a two year old and was barely able to move. I walked over to the refrigerator next and poured myself a glass of water. As I drank, I stared at a picture of my aunt and Chris. They were running side by side concentrating on the goal ahead, when suddenly Luke laughed and my attention was turned to the other side o f the room. My sister, Darian, was playing with Luke and showing him how to use his toys. My aunt smiled at the sight and said, † Darian, I love this little guy so much. It’s amazing. I’ve never loved anyone or anything this much. † My sister immediately asked, â€Å"Don’t you love Chris? † The pause in-between the question surprised me, but finally she answered, â€Å"well†¦ yes but I just love Luke so much. † She continued to answer the question by saying that Chris was a good companion and that’s why she married him. Later I would learn my aunt â€Å" just liked to be married† and that is what led me to believe my aunt didn’t care about love as much as she did her job, because she went into a marriage thinking like a business woman rather that a girl in love. To me this also meant she just didn’t want to be alone. A week went by and the moving was done and I was left alone with my aunt. She was struggling to get used to things at her new job and ii could tell she was under much stress. So I did everything I could think of to take a load off her back like doing the laundry, cooking, cleaning and making sure Luke was in a good mood for her when she came home. No matter what I did though my aunt began to become increasingly frustrated with her job. She would leave the house around six-thirty every day and come back around six and continue to do work after Luke went to bed. She would always tell me she wished she could spent more time with Luke but that wouldn’t be able to happen because Chris was playing â€Å" peter pan† in Afghanistan. Every day it was the same thing: â€Å"Chris is peter pan,† â€Å"I wish I didn’t have to be the main provider† but the fact of the matter is that my aunt makes around 104 thousand dollars a year and Chris makes around 84 thousand. I was becoming very frustrated with my aunt’s complaints because my family of four had loved off 30 thousand for quite some time and managed to survive, so why couldn’t she live off 84? The answer to my question was very upsetting. She said, â€Å"Well that’s Missouri and Missouri isn’t the real world. † How dare she belittle my parents’ hard work! They both worked day and night trying to provide a better life for my sister and I and this is how she sees their work? I didn’t even get to see my parents a lot of the time because one of them was always at work, and here my aunt sat in a huge house with a nice neighborhood, with a beautiful baby and a handsome husband and money so much that she didn’t even know what to do with it, trying to tell me how terrible her life was. I kept my mouth closed because it was not my place to tell her these thoughts but more and more I became disappointed in my aunt. Why could she not be thankful and content with what she had? Her favorite subject of complaint was her husband; mostly, because he didn’t make enough money for her to stay at home but she also accused him of trying to avoid her and Luke because he didn’t wasn’t to take any responsibility. She thought this because he was going to stay in a deployable unit but at the same time the reason he was doing that was for an education opportunity. There was no pleasing her, though; even the fact that Chris wanted to be the provider did not appease her. She had made a comment to me about how she would â€Å"Find Luke a new daddy† if she had to. This made me sick to my stomach that she would say such a thing but I guess that is what happens when you marry someone just because you â€Å" like to be married. † Marriage is not like playing house it is a gift God has given us to become one with another person you love. Everything I admired my aunt for pretty much washed away because of my experience this summer and I will not go back to live with her again. She will sit in her big house in a nice neighborhood, with a husband she dislikes, a job that makes good money, and rot because she does not know how to be content. That’s what I really want is to marry a man I love, give him beautiful children, and work at a job that I absolutely love; not a bunch of money with nothing to do with it. I can thank my aunt, though, for showing me how unhappy a person can be in their life because they focus their mind on only the negative and never any positive aspects of their lives.

Ultraviolet and Nivea free essay sample

In 1911 a German consumer company named, Beiersdorf brought out the now the very famous Nivea cream. Nivea Cream was the first true cosmetic moisturiser to be released upon the market, and is still Nivea’s signature product. Since then, the company has grown to be one of the largest skin care brands throughout the world, selling a range of products in over 150 countries. However, to meet the ever evolving customer needs and to further penetrate into the personal care and cosmetics market; Nivea extended its product range to include: body moisturisers , sun care, Nivea for men, hair care, and deodorants to name but a few. This strong global presence, along with continuous innovation and product development has enabled the brands in the Nivea portfolio to effectively compete among the global leaders in the personal care market. Macro-Environmental and PEST Analysis Introduction The macro-environmental analysis is going to be based on Nivea sun care, as this product is aimed towards the greatest target market as its geographical position can now be seen in many shops worldwide. We will write a custom essay sample on Ultraviolet and Nivea or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page To gain a full understanding into the brand Nivea, a PEST analysis is going to be conducted, this will show an in depth explanation of some major factors which have occurred over the past few years. Whilst researching on the Mintel Oxygen website, one statistic which was very significant in the overall sale figures of Nivea was; â€Å"Poor summer weather has contributed to the 2% decline in total Nivea sun care value sales between 2009 and 2011. According to Cancer Research UK, people still need UV protection when the sky is cloudy as clouds are not a good shield against UV radiation.

Writing Experience Essay Sample free essay sample

Writing is an art but hard procedure for me. Cipher born as a author but he additions the experience to be able to show his ideas to others. My experience in authorship was really minimum. English is non my native linguistic communication and was non emphasized in my high school. English authorship was fundamentally attested of memory for pupils. They give us different subjects and they give us sample composing. We memorize them and one of the subjects would come in the trial. We write merely because we memorized them. Before I come to University of Louisville I went to intensive English Institute at University of Knoxville for one semester. I did several composing including statements. personal essays. and research paper. I besides learned how to construct sentences and paragraphs. The restriction of the English vocabulary made it difficult for me to set my ideas together and clear about certain capable to show it to my audience. We will write a custom essay sample on Writing Experience Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I besides face troubles with grammar. specifically with sentence construction. I am ever confused what type of sentence I should utilize. or how to word and mark a sentence to show the thought I want. I struggle in passages throughout paragraphs and ideas. and give my documents a smoothness that I would wish to. be. Every clip Whenever I get my essay back. the instructor puts circles all over the paper. They keep stating me that I need to remake this the full paragraph or something is non clear and that I need to compose more when I’ve explained everything I could about the subject. Besides. my essays are so short. which is why that I am invariably acquiring low classs for my English categories. I can neer believe of anything to compose about to do the essay longer and it is really frustrating. On the other manus. I was inquiring why there are some pupils that get first-class classs on their essays like it’s nil really easy. I started to look for my failings and strengths in composing and how to better my linguistic communication. To get the bette r of my composing failings accomplishments I had to take more English classs to better my composing accomplishments and larn a batch about the authorship procedure. Writing does non come spontaneously. but is enduring from the minute of outgrowth of thought. and so its agitation in head until we write it to the audience. I besides start reading English newspapers. Nnovels and narratives to garner creditable information to back up what I write and present it to my audience. Cipher doubts that the encephalon is like a sponge. and we are similar mirrors. We reflect back into the universe all that we have taken in. Therefore. I start reading several books in several signifiers from several epochs and different parts written by several writers in order to better my manner of authorship every bit good. Everything I have learned is utile and helpful to steer me to compose my term documents and essays. I think my authorship is still basic. and I have to work harder to heighten my composing ability while I am in the university. to be able to form my ideas to do sense. I besides need to compose term documents and researches to do them understood apprehensible by to the readers. Using the cyberspace is really utile for composing researches as I am ever able to back up my thoughts with adding citations and facts from other beginnings to my documents to convert my audience. Writing research is easier presents because Oof the complete online library in the cyberspace. I can easy seek for any subject and roll up adequate information about it. that aid assist me to show my thoughts to my readers. I ever find it difficult to believe in my native linguistic communication Arabic. and so interpret it to English. Therefore. life in America helped me to understand some parlances which I do non hold them in my native linguistic communication. Using these looks in my composing do the linguistic communication I use more colourful.

Strategic Markeitng Managemnt(Carrefour) Essay Example

Strategic Markeitng Managemnt(Carrefour) Essay Example Strategic Markeitng Managemnt(Carrefour) Essay Strategic Markeitng Managemnt(Carrefour) Essay Strategic marketing management Company Information Carrefour Group, in the past 40 years have grown to turn out to be one of the world’s leading distribution groups. Carrefour began its journey in 1959 which was established in France by the Defforey families and Fournier. The name Carrefour came into existence as shops were located on thoroughfare, which literally means a place where it’s convenient to shop. Carrefour hypermarket was first opened outside France in Belgium and the first in Brazil, outside Europe. The group currently operates in three major markets: Latin America, Europe and Asia, also including China, Brazil, Indonesia, Poland and Turkey. Carrefour has set its foot in 34 different countries. Carrefour Group is number 2 worldwide and number one in Europe with over 476,000 employees with four main store formats like: Hypermarket, super market, discount stores and convenience stores. Ambition and everyday values: With one ambition, that is ‘making Carrefour the preferred retailer wherever in operates’ with three pillars which support and make it happen : Client- Oriented Culture, Transformation and innovation, which is followed by everyday values which are: Committed, Caring and Positive which in turn help Carrefour to achieve their value which is ‘ to make Carrefour a business that is recognised and loved for helping its customers and consumers enjoy a better quality of life, each and every day’. 1. Discuss the role of strategic marketing in an organisation John Scully defined strategic marketing as ‘a series of integrated actions leading to a sustainable competitive advantage’. Another definition of Doyle (1998) defines, ‘strategic marketing as planning for the organisation to utilise the optimum resources and make tactics to achieve the overall objectives of the organisation’. The strategic marketing brings the following advantages to an organisation: 1. Brings competitive advantage to the organisation by making themselves different from the competitors (Doyle, 1998). Carrefour group in case of pricing use ‘everyday low prices’ strategy, which ensures cheaper good with superior quality, which pulls in customers. 2. Increase the business capability by guiding the managers with the clear direction (Doyle, 1998). Carrefour knowing both their internal and external strength and weakness sets strategies which guide the employers and employees in the right direction. 3. Helps in analysing the market, competitor analysis, product/service analysis, classify the segments, target the customers, and position to the audience what they offer (Doyle, 1998). Carrefour group uses strategic marketing to investigate not only competition but also the competitive advantage the others have and along with it analyse the market growth and potential of retail industry. 4. The best approach to increase the sale, communicate and deliver the value is strategic marketing (Doyle, 1998). Carrefour interact and communicate through their customers by getting feedback, advertising, promotions which attract new customers, which helps to increase brand value at the same time create a position for itself in the customers mindset. 2. Explain the processes involved in strategic marketing and evaluate the links between strategic marketing and corporate strategy Marketing Planning Process Market Planning Process Market planning is the process in which the organisations monitors and control the internal and external opportunities and challenges to maximise the profit by delivering the value to the customers. This is called as situational analysis. The market planning process should be aligned with corporate strategy to achieve the corporate objectives (McDonald, 2008). Market Planning Process: Figure 1: Market Planning Process (McDonald, 2008). Corporate strategy Carrefour group aims to satisfy every customer expectation and satisfaction with professionalism and offer best possible prices (everyday low prices) for high quality products and services and grow to become the number one hypermarket in the world. Internal analysis Strength 1. Wide market presence 2. Skilled labourers 3. Multi-format strategy 4. Strategic acquisitions 5. Presence in 34 countries 6. Expanding and growing market. 7. Strong brand in world retail industry 8. Pioneers in hypermarkets. Weaknesses . Decline in operating margin. 2. Entry of competitors with new strategies. 3. Low like-for-like sales in domestic market. 4. All countries may not accept the pricing strategies(JAPAN) 5. Strategies are same throughout different countries, which may not be acceptable by the customers. 6. Poor E-commerce performance. 7. Weak positions in Asia and Middle East countries. Opportunities 1. Rebranding the champion b rand stores 2. Entry into emerging markets like China, Poland, Turkey, etc. 3. Focus to boost non-food sales 4. Strategic acquisitions and joint ventures 5. Development in discount stores. 6. Maintain better labor relations Threats 1. Low consumer confidence (since low price, customers have a notion it may be low in quality, especially Japanese customers). 2. Fierce competition 3. Wal-mart low prices is a threat 4. Rising labor cost. 5. Terrorism and instability in Africa and Asia 6. Entry of new players. External Analysis Ansoff Matrix Ansoff matrix is tool to find the market position of the organisation in the current market. This matrix will to find about position of the organisation serving the particular target market (Hannagan, 2002). Market penetration |Product Development | |Market extension |Diversification | Existing Market New Existing New Products Source: Adapted from Hannagan (2002). According to IMAP retail report published in September 2010, it says there were around 1409 transactions which valued at $17. 1 billion. Two major transactions: Kohlberg Kravis Roberts and Lotte Shopping Co. , represented alone around $2. 7bill ion which is nearly 15. 8percent of total dollar volume. In geographical terms, United Kingdom had the highest transaction volume of $3. 9billion with a total of 161 transactions in last 12 months till September 2010. United states fall second to a total value of $3. 4 billion USD. This report ultimately shows that the retail industry is growing worldwide at tremendous rate. Carrefour group along with the competiton made strategic acquisitions as below: Acquired 4 hypermarkets in Spain(2006) Acquired 6 hypermarkets in Taiwan. In 2005, acquired 10 hypermarkets in Brazil and 2 Turkish retail banners, including 12 hyper nova hypermarkets in Poland. They followed a pricing strategy called ‘everyday low price’ strategy where they provide goods at low rates each day and low when compared to other retail chains. They attract almost every new customer with ease due to their pricing strategy, but Japanese customers where the only ones who didn’t accepted the strategy and Carrefour at the same time was not able to keep up with the fashion trends of Japan. Marketing Strategy Carrefour aims at giving customers the best where ever it operates. By meaning preferred retailer it means drawing customers to shop to which they are loyal. It also means making customers want to visit, keep visiting the stores. For this very purpose Carrefour puts a low price for their products and keeps promotion and exhibitions for their shops which attract new customers keeping in mind their social commitment and corporate social responsibility. All strategies implemented or decided are always in line with the corporate strategy which is to achieve results. Implementation, Monitoring, Control and Forecast After setting the top level strategies, they analyse the business internally and externally and set the market strategies. They will communicate their plan to the stakeholders (agents, lecturers, staffs, etc). They will allocate their resources like finance, HR and physical resources to achieve their strategies. They monitor the progress of the plan through means of number of students, profit, and other key performance indicators. If the plan is not going in their way they make alternative plans or they try to control the situation as much as possible. With current analysis and market growth they forecast the future of their institution. Carrefour has B2B strategy in which implementation has three different levels, which are: local approach, regional approach with global co-ordination and finally global approach which have standard processes and shared tools. Monitoring and control is done by strategic partnership, advanced collaboration and entry ticket. Forecast at Carrefour is done by analysing the financial accounts and looking into the daily achievement of targets and set goals. 3. Assess the value of models used in strategic marketing planning SWOT analysis According to Johnson et al (2005) â€Å"SWOT analysis is used to identify the internal capability or strength and weakness of the organisation, deals with exploring and capitalising the opportunities and threat involved in the changing business environment. † Based on the internal analysis of the organisation CAMS can plan their strategic marketing, if they are strong the make offensive strategy (expansion and penetration) if they feel that they need to improve more than they should go with defensive strategies (retention, pricing, promotions, etc). Refer 2. 2 where the Ansoff matrix can be used a tool to identify position of the CAMS in the market. Situation analysis can be used along with market analysis to make the effective marketing planning. Carrefour strengths and weakness: Strength: 1. Largest hypermarket chain in terms of size. 2. Wide market presence 3. Ranked third in terms of profit in industry after Tesco and Wal-Mart 4. Multi-format strategy 5. Operating in 34 countries 6. Selling number of products with its own private brands. 7. Strategic acquisitions 8. More than 50% sales of the company come from France. Weaknesses 1. Reduce operating expenses. 2. Decline in operating margin 3. Weak position in Asia and Middle east countries. 4. Low like-for-like sales in domestic market. 5. Poor E-commerce performance 6. Too much time in opening new stores. Opportunities 1. Joint venture acquisitions for more expansion. 2. Rebranding champion stores 3. Improve sale performance 4. Reduce operating cost 5. Maintain better labor relations 6. Entering emerging markets 7. Focus to boost non-food sales 8. Develop discount stores. Threat 1. Fierce completion 2. Wal-marts low prices. 3. Low consumer confidence 4. Entry of new players 5. Slow expansion outside France. 6. Rising labor cost 4. Discuss the links between strategic positioning and marketing tactics Ansoff matrix is tool to find the market position of the organisation in the current market. This matrix will to find about position of the organisation serving the particular target market (Hannagan, 2002). Market penetration |Product Development | |Market extension |Diversification | Existing Market New Existing New Products Source: Adapted from Hannagan (2002). Carrefour group presently is running with around 495,000 employees and operating in 34 countries world wide. Carrefour offer a wide range of products like cosmetics, groceries, bakeries, every house hold items, including food items. Strategic positioning is positioning the organisation in the target market (image of the industry or organisation to the target audience) (Kotler and Armstrong, 2010). Marketing tactics is logical actions performed to position themselves in the markets (actions or steps taken to position themselves) (Kotler and Armstrong, 2010). The marketing strategy of Carrefour is mainly to offer goods at low prices and great quality and hence attract more customers. The group also provide promotions and exhibitions for its customers at various outlets. Now Carrefour has entered the Asian markets and also Poland, Turkey, etc. Also the B2B strategy which has been implemented gave out a positive result. 5. Analyse the merits of relationship marketing in a given strategic marketing strategy Relationship Marketing According to Payne et al (1998) the relationship is attracting, enhancing and maintain good customer relationship among the customers. The relationship is maintained between the existing customers and organisation through services and selling, by retaining the old customers they can grow in the market by getting new customers. The merits of having relationship marketing in Carrefour are a) they can get more customers through after sales feedback, b) offer bonus points and discounts for loyal customers which is possible by providing them with loyalty cards, c) advertising and promotion costs could be reduced through word of mouth marketing which is possible through loyal customers, d) market expansion, technology implementation, maintaining corporate social responsibility all is possible retaining existing customers, e) close relationship with existing loyal customers in form of special discounts for loyalty card holders, and f) which in turn ensures more customers due to referencing from old customers which saves cost on finding new customers. 6. Use appropriate marketing techniques to ascertain growth opportunities in a market Segmentation and targeting: According to Kotler and Armstrong (2010) segmentation is dividing the entire market according the buyer potential. Some of the types of segmentation are demographic, behaviour, psychographic, and geography. This technique is used to find out the potential users of the product or the service that we target to sell or produce. Targeting is selecting the clients to serve from the various segments selected (Kotler and Armstrong, 2010). Carrefour group can develop the existing stores located in Asia and Middle east countries which are facing problems. This may be done by having mergers or acquisitions with the retail chains established there. This provides Carrefour an ease to enter the market as well as use the raw materials or any transport medium which the merged company used. It also help to build contacts with suppliers and customers of the merged company, which brings new customers and increase in revenue can be guaranteed. Entry in Japan was failure, but they could again study the market in Japan and re-enter with a big bang which will help them capture the market in no time, but a different pricing strategy should be adopted in order to change their notion that ‘cheaper goods are low quality goods’. 7. Plan how to use marketing strategy options in a market Cost leadership: Porter (1985) said that when the organisation aims to provide the products or services at the minimum price, their strategy becomes cost leadership. They will compete with pricing from the other competitors. Mostly this technique is used when the clients are highly sensitive towards the price. Customers in today’s world are very price conscious as well as quality conscious. They are ready to pay higher price but without compromising on quality of the product. But Carrefour has product for all types of customers be it rich, middle class or poor. All good keep up their quality in low price too. This satisfies the middle class people’s needs to a certain level. Higher class customers may opt different or same goods at higher price. Giving product at low price is possible due to mass production as the customer base is huge. Own production plants act as a competitive advantage for Carrefour which puts the new entrants to re-think is their entry correct or not. 8. Create appropriate strategic marketing objectives for a market Marketing strategies for 7 P’s McDaniel and Gates (1998) defined marketing mix as â€Å"the unique blend of products, price, promotions, place and distribution to meet the specific demands of the customer. † They said the organisation or the marketing manager should focus on the 4 P’s and frame their plan according to their marketing strategies, each element should be focussed by the manager’s else entire plan will be failed. But now as technology got advanced and also the advancement in marketing areas and emergence of new theories, the 4 basic P’s of marketing mix has become 7 P’s, which are namely: product, price, place, promotion, people, physical distribution and process. Considering the product, price, place and promotion aspect of marketing mix, Carrefour has a wide range of product line and product extension. They see that there is no compromise on the quality of the product and since they produce most of the products in their plants, they are able to produce it at cheaper rates, which make them easy to sell at lower rates. The pricing strategy of Carrefour that is everyday low price is a niche in those times which they were able to implement with ease. Place and promotion of the stores and products are of vital importance. Access to market and customers convenience have to be checked before finalising the location and continuous promotion of stores and product should be there in order to keep up with the market. People, physical distribution and process are the latest in the marketing mix. People in general mean the, customers. Carrefour see’s that they meet their customer requirements and expectations when they do shopping. Distribution handling of Carrefour is done by themselves with the large trailers they have which they move to each stores in particular areas and delivering the products. 9. Report on the impact of changes in the external environment on a marketing strategy Marketing strategy Carrefour group share a common dream of a business that is recognised and loved for helping its customers and consumers enjoy a better quality of life, each and every day. This is ensured by three main pillars of Carrefour which are: commitment, caring and positive nature. Rising expectations: The number of consumers, consumer’s needs and fashion too is having a changing trend. One can say this is as a result of globalisation, which increases customer expectations and their standards. Customers prefer high quality goods with reasonable price. In case of luxury items it’s different, as potential customers go for high priced products and quality is in-compromisable. Carrefour carefully understands the customer needs and requirements with the change in trend and then produces which are in budget for them. Target market of Carrefour in general is the whole market where ever they are. Segmentation is possible in areas where its price sensitive. When we take the case of products, they avail products for different age. Let it be a baby, child, teenager or an adult, there are products that suits everyone. Customers are given suggestion box to give their feedback on products as well as the service rendered for them at time of shopping. This helps Carrefour improve its existing method of executing plans. Keeping a close eye on competitors pricing strategy and customer retention method, boosts Carrefour to think of innovative ideas to tackle their rival. 10. Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy Marketing strategy: Carrefour sees that their service and product as well, satisfies their customer in all ways and are meeting their expectations. This is not only to increase customer base and revenue, but also maintain and achieve their corporate social responsibility. Carrefour also integrates sustainable Strength and Weakness of Carrefour based on marketing strategies: Strength Wide market presence: presence in almost 34 countries helps them to have a wide span in the worldwide market. Multi-format strategy: means having everyday low price strategy and B2B strategy at the same time Joint ventures/acquisitions in different countries like Taiwan, Brazil, Turkey and Poland was a part of their marketing strategy which helps to expa nd their market. Employee base of approximate 495000 around the globe shows its wide network. Being a pioneer in hypermarkets give them additional competitive advantage among the rivals. Ranked third in terms of revenue in the retail industry after Tesco and Wal-Mart. More than 50 percent of revenue come from France which means they have a strong market base in France which makes them a pioneer in the French market. Strong brand in world of retail industry. Weakness One main weakness is that Carrefour takes too much time in opening new stores. Poor performance in E-Commerce Lack of maintaining labour relations. Rising labour costs make it difficult for retaining all labours Sometimes consumers may have low confidence; this is clear from failure of Carrefour in Japan market. Low like-for-like sales in domestic market. Weak own brand sales. 11. Propose strategic marketing responses to key emerging themes in a marketing strategy Proposal for Strategic Marketing: Carrefour c an target growing countries like India and China to set up a market base as both the countries are in growing stage with a tremendous growth rate. Rather than acquisitions, strategic alliance could be made with another company which enables Carrefour to reach a wider market. Maintain more close relationship not only with customers but also with suppliers as the chain with suppliers should not be tangled. Study of market, its customers in essential in order to enter a new market without fail. Failure in Japan is because of lack of market research and study. Strength and weakness of rivals should be found out which can be overcome by making it as the opportunities. Political and economical changes and involvement should also be noted before implementing a plan or strategic decision. References Doyle, P (2008) Value based marketing, John Wiley and Sons, United Kingdom Hannagan, T (2002) Mastering Strategy Management, Palgrave publishers, Great Britain Johnson, G, Scholes, K, and Whittington, R (2005) Exploring Corporate Strategy, Pearson Education Limited, United Kingdom Kotler, P and Armstrong, G (2010) Principles of Marketing, Pearson Prentice Hall, USA McDaniel, CD and Gates, RH (1998) Marketing research essentials, Ohio: Thompson Publishing McDonald, M (2008) Market planning and expert systems, Marketing Intelligence and Planning 7(7-8): 16-23. Porter, ME (1985) Competitive Advantage: Generic Strategies, Free Press, New York Websites IMAP retail report [online]. (2010) [Accessed 13/05/11]. Available from: imap. com/imap/media/resources/IMAPRetailReport8_23CB9AA9C6EBB. pdf. finance. world of maps [online]. (2010) [Accessed 13/05/11]. Available from: . Bottom of Form finance. world of maps [online]. (2010) [Accessed 13/05/11]. Available from: . carrefour swot analysis [online]. (2010) [Accessed 13/05/11]. Available from: . carrefour swot analysis [online]. (2010) [Accessed 13/05/11]. Available from: . carrefour [online]. (2010) [Accessed 13/05/11]. Available from: . Corporate Strategy Internal Analysis External Analysis Marketing Objectives/Strategy Plan Implementation and Control

Economics of Developing Countries Essay Example | Topics and Well Written Essays - 1000 words

Economics of Developing Countries - Essay Example This strategy aims to increase the domestic production and reduce the dependency on foreign imports. Outward looking strategy Outward looking strategies are not just related to primary exports, but lay more importance on the trade of employment opportunities and other strategies which increases the level of income in the country. Trade expansion is to be used for economic growth and the generation of employment opportunities. b) India’s trade policies have changed rapidly since independence. Before independence India made imports for even those products which could be manufactured in India. But after independence there was a change in strategy and more emphasis is being laid on exports rather than imports. Today India has a strong trade policy and lays more emphasis on exports and follows the import substitute industrialization policy and restricts its imports. India now uses trade expansion as an instrument for economic growth and the generation of employment opportunities. I t has been effective in improving India’s economy especially developing the agricultural economy. The overall trade policy is good for Tamil Nadu as Tamil Nadu has increased its agricultural income. c) Both India and china have been successful in increasing their exports and reducing their dependence on imports. China has laid emphasis on the export of manufactured products, while India has laid much emphasis on the export of services. India’s exports are of capital and skill intensive products, while china’s exports are labor intensive goods. Both the countries have reduced their imports by the Import substitute industrialization strategy. Question 6: The article ‘Now we are seven billion’ states that Population growth has both positive and negative effects. Mr. Simon is of the opinion that prices would rise in real terms, when there is an increase in population. The article states that as the world economy boomed the population growth fell. Accord ing to the UN’s population division the world population will reach 7 billion as on 31st October 2011. According to Mr. Simon, the world’s rising population was not a problem since an increase in population is also related to an increased demand for investment. The author provides the example of China, where fertility is less and one child is the policy in the nation. The author states that china’s policy is a violation of rights. Encouraging smaller families is good for economic growth as it reduces the poverty in the country, but there are large families too. Although there is a basic view that rising population creates scarcity of resources, yet population is important for the economic growth of the country. The argument presented is that smaller families create economic growth. Smaller families create economic growth because smaller families’ means less poverty and each member of the family gets all the comforts of the life. Therefore this results in better economic growth of the country. The argument presented against is that when the population decreases then it reduces the growth of the economy, which again hampers the economic growth of the country. Thus population has both positive and negative effects. Question: V: DEEP in the South Atlantic, a huge business operation is under system that Brazil’s leaders say will turn their state into an oil power by the end of this decade. If the ambitious plans of the national oil