Leadership from the Bible Essay

The pages of History are littered with stories and legends of societies’ great leaders: Napoleon Bonaparte, a brilliant and charismatic military strategist; Mahatma Ghandi, the peaceful revolutionary; Pope John Paul II, the vibrant Roman pontiff that continues to inspire millions; Ronald Reagan, the â€Å"Great Communicator†; and the list goes on and on. And these leaders are looked upon, revered, and modeled in today’s society as those having exemplary leadership skills, having the keys to motivating, influencing, inspiring, and moving the masses to accomplish great and mighty things. But there was only one perfect, righteous leader; one who led by example, and implemented the wisdom keys from the Word of God: Jesus Christ. And He gave to us His Word, the Bible, the perfect manuscript for life, including key leadership concepts that we can be apply today. Using the life of Christ as the primary example and combining His life with God’s word, one finds perfect, holy, and successful leadership treasures that excel in relevance and effectiveness beyond history’s secular leadership examples. This paper is my exploration into how the Word defines a great leader and those wisdom nuggets that we can use today through the concepts of small beginnings, vision, service, and time management. When Israel returned from captivity to rebuild the Lord’s Temple, the Lord said through the Old Testament Prophet Zechariah, â€Å"[Do not] despise the day of small [beginnings]† (New King James Version, Zechariah 4:10). Referencing this verse, Pastor Mac Hammond of Living Word Christian Center rhetorically asks the question, â€Å"If it can’t be instantly huge, why bother? (â€Å"Small Beginnings†). The world is consumed with the concept of instant gratification, the desire to be the biggest and the best without enduring the struggle that comes with growth, but Jesus started his ministry small, with 120 passionate, committed followers. The LORD also started the Hebrew Nation with just one man, Abraham. And from that man, a great nation has grown and endured for thousands of years. And even before that, God created the first family, one man and one woman, to fill the earth and subdue it. Our God, the Christian God, is a God of small beginnings. I attend the mega-church Family Worship Center in Lakeland, FL. The church’s pastor and charismatic shepherd is Reggie Scarborough. Like the greater church body, the nation of Israel, and the beginnings described in Genesis; Pastor Reggie did not despise Family Worship Center’s day of small beginnings. In fact, I believe, he embraced it. Nearly 26 years ago, the church began with exactly 100 members and has flourished to a congregation of nearly 4,000. Great leaders do not despise or forsake the day of small beginnings. For those who suffer those small beginnings the Lord is faithful to yield much. In the financial world there are three mutually owned financial firms that separate themselves from the rest: New York Life, Massachusetts Mutual Life, and Northwestern Mutual Life. All three companies were founded in the mid-19th century with a strategy for small, slow, conservative growth. Today, the â€Å"Big Three Mutuals† are Fortune 100 companies with credit ratings and assets that surpass most other rivals in the financial markets. These companies saw the value of small beginnings, and the payoff has been a good, strong name. For me, leadership key number one is â€Å"do not despise the day of small beginnings. † To the prophet Habakukk, the Lord said, â€Å"Write the vision and make it plain†¦Ã¢â‚¬  (Hab 2:2). This was the Lord’s reply to Habakukk’s complaint of the wickedness befalling Judah. Habakukk was seeking justice from the Lord and an answer on Judah’s future. In similar measure, the Lord spoke through Proverbs to say, â€Å"Without a vision, the people parish†¦Ã¢â‚¬  (Prov 29:18). A great leader must have a vision for the future. The text uses the phrase â€Å"mission statement [to] summarize ‘why’ an organization exists† (Kiniki and Kreitner 459). In like manner, the Word of God uses â€Å"vision† to give the people a purpose, an answer to the question, â€Å"Why do we do what we do? † A vision or mission statement also allows those in the organization to glimpse the â€Å"big picture. † Pastor Mac Hammond encourages his readers to, â€Å"Find out where you fit in the grand scheme of things. † (â€Å"The Big Picture†). It also allow for goal-setting. How will the organization accomplish the vision? Referring to the passage from Habakukk, Pastor Mac Hammond states, â€Å"Setting specific, measurable goals is a powerful exercise†¦ It’s one of the most important motivational tasks for winning†¦Ã¢â‚¬  (â€Å"The Exercise of Goal Setting†). Just as Pastor Reggie started Family Worship Center with small beginnings, he also had a vision for the congregation. That vision is espoused in the mission statement of Family Worship Center which reads: Our mission is to create a worship environment through a union of the Word of God and the Spirit of God that will stimulate a progressive Pentecostal community. â€Å"Our Mission†). Its vision allows its congregants to know why they are there and how they fit in. The vision also helps Pastor and his Board of Advisors create and manage goals for Family Worship Center’s growth. And from that growth through goals formed from the vision, Family Worship Center has grown to a mega-church that sows into ministries throughout the world. Likewise, the Big Three Mutuals all had separate, yet similar, visions. All of their stories are alike in that each of their founders laid out a vision or mission for long-term financial security and conservative growth. The following mission statement was released in 1911 from the Northwestern Mutual Life (NML) Board of Trustee, and reads as follows: The ambition of the Northwestern has been less to be large than to be safe; its aim is to rank first in benefits to policyowners rather than first in size. Valuing quality above quantity, it has preferred to secure its business under certain salutary restrictions and limitations rather than to write a much larger business at the possible sacrifice of those valuable points which have made the Northwestern pre-eminently the policyowner’s company. Shannon and Poley) This mission statement has allowed NML to grow in an efficient conservative manner for nearly 100 years, and its reputation and name is revered in the industry. Like Family Worship Center, NML’s vision has giving its policyowners and staff the ability to see NML’s big-picture, and the vision has been the guidebook NML uses when setting goals and future plans. A Vision does multiple things for any organization: It gives the organization purpose, it shows the people where they fit in with the big-picture, and it gives a clear path for goal-setting. For me, leadership key number two is â€Å"have a vision. † Another prominent leadership concept is servant-leadership. Although the term â€Å"servant-leadership† was coined by Robert Greenleaf in 1970, the concept was espoused by Christ two millennia before (â€Å"What is Servant Leadership†). Jesus promoted the idea of servant-leadership when He said to His disciples, â€Å"†¦whoever wants to become great among you must be your servant†¦Ã¢â‚¬  (New International Version, Matt 20:26). His focus was putting others before oneself. I like the way John MacArthur describes the passage: In this rich text, the Lord was teaching the disciples that the style of greatness and leadership for believers is different [than for none believers]†¦ [Christians] lead by being servants and giving themselves away for others, as Jesus did. (1430) Servant-leadership gives the leader influence, builds moral, and provides him or her understanding. Through Jesus’ example, He did all those things. He had influence; He inspired the crowds; and His leadership style showed understanding. From a business point of view, there is an old saying, â€Å"He who serves best, profits most. † (Source unknown). And it’s true in any organization. Leaders in a church must serve the sheep, just as Pastor Reggie has done at Family Worship Center. Leaders in business must serve their clients, just as the Big Three Mutuals. For me, leadership key number three is â€Å"service. † The Apostle Paul said to the church at Ephesus, â€Å"Be very careful, then, how you live—not as unwise but as wise, making the most of every opportunity†¦Ã¢â‚¬  (Eph 5:15 – 16). In comparison, the New King James uses the phrase â€Å"redeeming the times† instead of â€Å"making the most of every opportunity. † For the leader, what Paul may be inferring here is, â€Å"Use your time wisely. † In support of Paul’s letter, John MacArthur opines: â€Å"We are to make the most of our time on this evil earth in fulfilling God’s purposes, lining up every opportunity for useful worship and service (1812). In Scripture, we constantly see Jesus â€Å"redeeming the time† and â€Å"making the most of every opportunity. † He had priorities in place, taking care of the most pressing matters, first. Many of his miracle healings were interruptions in His schedule, but He often turned aside from His journey to touch the sick and heal the blind, making the most of the opportunity. He redeemed the time He had on the earth. For the Christian, Pastor Mac Hammond says, â€Å"†¦one of the most crucial lessons any leader can learn is how to use time wisely. † (â€Å"Time Management†). For me, leadership key number four is â€Å"time management†. Although this paper has addressed four keys to successful leadership, the wealth of leadership treasure in the Bible is without end. It does not matter the type of organization that applies these concepts. Whether a church like Family Worship Center, or one of the Big Three Mutuals; biblical leadership keys work. For me, if I only master these four, I believe I will be successful in both Christian ministry and the secular business world: small beginnings, the willingness to forgo instant gratification; vision, the idea that gives me purpose; service, putting others before myself; and, time management, making the most of every opportunity.

Role of Human Resource

We are currently working in Human Resource department of NP enterprise. Marcus is the Human resource (HR) director. The director’s role is to promote and implement human resource values by planning and managing human resource programs and directing staff. He is responsible for making decisions for the HR department on a strategic level, implementing these strategies, manage operations as the strategy is in action, further improve on the strategy and yield the results. Other responsibilities include supporting and guiding his subordinates, complying with the law, enhancing reputation of the company and department and updating the department with new knowledge wherever possible. I am the manager of the department. In general, a human resource manager has the expertise of HR generalist combined with general business and management skill. One of the most important things a human resources manager does is set policies for hiring and recruitment. I am usually responsible for writing up job postings and advertisements when there are slots to be filled, and may also be responsible for creating new positions when needed. Also, my job is to dictate the company’s interview process, and make decisions with respect to how many candidates are offered interviews and the sort of questions that should be asked. Most of the actual interviewing is left up to others, however, the manager typically meets with the final candidates, and usually has the decisive vote when it comes to hiring decisions — but the work of actually narrowing down the pool is typically the responsibility of lower-ranking HR officers. As NP enterprise is a large organisation, the manager needs to report all the department’s activities to Human resource director. Human resource is an important department in every company/ organisation as we are in charge of managing the organisation’s workforce. The central focus for HR management must be on contributing to organizational success. Key to enhancing organizational performance is ensuring that human resources activities support organizational efforts focusing on improving productivity, service, and quality. To accomplish these goals, HR management is composed of several groups of interlinked activities. Some of the activities are: HR Planning and Analysis Through HR planning, managers attempt to anticipate forces that will influence the future supply of and demand for employees. The importance of human resources in organizational competitiveness must be addressed as well. As part of maintaining organizational competitiveness, HR analysis and assessment of HR effectiveness must occur. Staffing The aim of staffing is to provide an adequate supply of qualified individuals to fill the jobs in an organization. By studying what workers do, job analysis is the foundation for the staffing function. From this, job descriptions and job specifications can be prepared to recruit applicants for job openings. The selection process is concerned with choosing the most qualified individuals to fill jobs in the organization. HR Development Beginning with the orientation of new employees, HR training and development also includes job-skill training. As jobs evolve and change, ongoing retraining is necessary to accommodate technological changes. Encouraging development of all employees, including supervisors and managers, is necessary to prepare organizations for future challenges. Career planning identifies paths and activities for individual employees as they develop within the organization. Assessing how employees perform their jobs is the focus of performance management. Compensation and Benefits Compensation rewards people for performing organizational work through pay. This is to encourage the worker to contribute more for the organisation and also, it helps to strengthen the bond between our organisation and employees. Health, Safety, and Security Through a broader focus on health, HR management can assist employees with substance abuse and other problems through employee assistance programs in order to retain otherwise satisfactory employees. Workplace security has grown in importance, in response to the increasing number of acts of workplace violence. HR management must ensure that managers and employees can work in a safe environment. Management Relations The relationship between managers and their employees must be handled effectively. Employee rights must be addressed. It is important to develop, communicate, and update HR policies and rules so that managers and employees know what is expected. Information owned by the HR department include employee’s personal information and qualification, Also, managing paychecks to employees, managing the company’s taxes, employee’s employment details and contracts, healthcare benefits for employees. All the information will be shared with other departments in the organisation when needed. There is an interaction between HR departments and other departments in the organisation. Interactions include managing the supply of employees for other departments such as assigning the right workers to the right jobs, firing inefficient workers and handing paychecks to the employees of other departments.

Organizational Competitive Strategies-Porter’s Five Forces Model (AIR ASIA) Essay

The Porter’s five forces model, in this assignment, can be used to access the competitiveness of the airlines industry. It can review the competition within the industry plus checks for threat from outside. Bargaining power of supplier-High- In every industry, there has to be someone to play the role of a supplier. It is important to know the power of the supplier as it will affect the industry. There are only two main suppliers in the airline industry, Airbus and Boeing, thus there isn’t much of an open option. Not forgetting the global economic catastrophe which has limited the new entry of competitor plus reducing the necessity of upgrading of planes in near future. However, both suppliers grant almost similar standard aircrafts; hence the switch to AirAsia is low. Furthermore, AirAsia places a bulky amount of order from Airbus in order to expand its routes internationally. Therefore, the authority of suppliers may weaken as Airbus’s profit may be influenced by Air Asia. Bargaining power of customer-High- Customers are the main factor which influences the industry to either make a loss or profit. Nowadays, customers are much more knowledgeable and comparative compared to previous. Thus, they are very sensitive to the hike and drop of prices, regardless the product or service. In this assignment, AirAsia always provides the lowest price to customers, but the act of comparing between airlines still exist. AirAsia is not the only one providing an airline service thus, for a customer to switch between airline services is simple. For example, customer may still choose MAS, Tiger Airway or even Firefly. Internal rivalry within the industry-High- In every business sector, there exist either a positive or negative tendency towards an industries rate of development. Result of a positive trend would be in companies not stealing the share market among them. Nonetheless in an airline industry, the rate of development is low by reason of the inadequate amount of consumers. Hence, AirAsia has to steal the market share from its contenders to develop and succeed further. The main key advantage is its low operating overhead, this factor enables it to be the prime in the main field in price. Nonetheless, there are many other upcoming competitors or rivals immerging into the airline industry, who have key carriers as their backbone, which may direct to an ugly price clash in the coming years. There are few other minimal cost airline services such as Firefly, Tiger Airways and etc, making them possible competitors of AirAsia. Barriers to Entry/Potential entrants-Low- there is a high barrier to emerge in the airline industry since the capital required is very high, such as the need to purchase airplanes, office buildings and hiring staffs. Hence this reduced the threat for AirAsia. Plus brand awareness is also a main leading factor. A new line of aircraft can’t make a mark so fast in the industry and it requires a lot of capital and time to build its name. Consumers always prefer a brand that has been there for an adequate amount of time, a brand that they can trust. This also reduces the threat. Not forgetting the governmental legislation also is a barrier by itself. For example, MAS has got the backing and protection by the Malaysian government on the route to Sydney and Seoul, so AirAsia finds it tough in getting a new route from the government. This reduces the profit margin able to be made by AirAsia, but also has reduced emergence of new entries. Power of Substitutes-Medium- Substitute are products or services which can replace the originals, and still able to provide almost the equivalent fulfillment to clients. In the airline industry basically, two types of substitutes are present, indirect and direct. Indirect substitute are ferry, bus and further forms of transportation except from airline, while direct substitute are the other rival airlines. Consumers usually go for those that cost less. If the trip covers a short distance and mainly connected to the peninsula then forms of transport will include train, bus or air travel. However if the trip is budgeted the preferable choice would be by bus. Moreover the development in technology has highly contributed in this matter by making ticketing and pricing of air tickets available to travelers on the internet and also allowing them to compare the rates. Even if the travelers may prefer to take a bus or train to their preferred location such as travelling from Kuala Lumpur to Bangkok, it is still an undeniable fact that air travel is much more convenient and consumes less time.

The Battle of Peleliu Research Paper Example | Topics and Well Written Essays - 750 words

The Battle of Peleliu - Research Paper Example It is believed that the lessons learned from the attack despite of great loss assisted in the invasions of Philippines and Japanese later. The point behind unattended state of the island was the consideration of least strategic worth of the place in the war, even then the marine regiment sacrificed 1800 soldiers in five days to Japanese defenders. The aim behind mentioning this statistics is to reinforce the idea that undue bloodshed and upheaval was the prime feature of World War II. The referred battle of Pelelieu is the least recognized war of history with the massive bloodshed for a point of no strategic worth. The literature witnesses the fact that Major General Rupertus was given the task id invading the island with no evident objective and supporting information. The initial plan of invasion comprises of the action plan of three days. The fundamental target was to occupy the 30 foot coral promontory that holds the central place of Island by it cost them around 1200 precious lives to reach that point because of the fact that the moment they tried to enter the island, troops were attacked by Japanese defenders with hailstorm of mortars, artillery, grenades, and machine gunfire. (Ian) The man power of American troops consists of young marines not more than the age of 21. There was no aircraft support to secure their back nor was the essential supply of water at ease. It was almost after five days of constant battle that finally situation was under control. The big share of the success was earned by Colonel Chesty Puller being called afterwards the glory hound because of regular encouragement for fighting relentlessly. It was later acknowledged that the island had more than 500 caves used as hiding place of defenders of Japanese that secure them from fire and render a safe position to target the marine troops.(FT) However, the point behind such a sacrifice of time, energy and resources for a point of no strategical importance is what I tried to

The Turn of the Screw Essay Example | Topics and Well Written Essays - 750 words

The Turn of the Screw - Essay Example Whereas a conventional fiction-writer endeavors to establish the credibility of the reality which s/he depicts in his fiction, James intentionally attempts to stir up the readers’ doubt about the credibility of the narrator’s presentation of the uncanny monstrosity of the children’s and the monstrous environment in the House. In the novel, James has employed various narrative strategies to support his assertion that nothing truly exists outside the human imagination or takes precedence over the human imagination, using the characters to defend and analyze this position. His first strategy is to instill the uncanny monstrosity in the characters of the novel. The novel does not directly tell the readers whether the Children are really monstrous or not. Rather it inspires the readers to decide whether they are monstrous. Another strategy of James is that he makes the Governess’s character unreliable. The way how the Governess tells the story necessarily provo kes the readers to think that there must be a number of different possible interpretations of the reality which she presents. In the novel, James has made a shrewd application of the uncanny to justify his comment that the fictional reality is what and how we perceive it. ... Even sometimes she herself proves to be wrong and seems that she suffers from hallucination. This uncertainty of the Governess’s storytelling provokes the readers to question whether the children are really monstrous or this monstrosity is a misperception or fabrication of the Governess. Both any possible conclusion what a reader may reach is that the horizon of a fiction is, indeed, a vast area where the writers enjoy the utmost freedom to arrange the events in a particular sequence to make the plot credible. While reading the novel, the readers’ attentions become focused on two focal points. First, they grow doubtful about whether the children, Miles and Flora, are really monstrous or not. Secondly, they question whether there is something wrong on the Governess’s part. Indeed, James’s success to divide up the readers’ attentions on two apparently contradictory focal points tends to establish his claim that, whatever the reality about the children is, the ultimate reality is how we perceive it. For example, a reader can tell for sure whether Miles and Flora maintain a secret relationship with Quint, the dead valet and Miss Jessel who is also dead now. Flora’s nocturnal movement and the discovery of her ‘too free’ intimacy with Miss Jessel, Miles’s association with the ghosts, his unexplained banishment from the school –all these events seem so supernatural and ominous. The Governess claims that she could see some ghostly associations of Miles and Flora with the dead valet and governess. Even she claims that she has encountered with their ghosts for several times. But this claim makes the readers dubious about her psychological sanity, when they once

Business ethic case Essay Example | Topics and Well Written Essays - 500 words - 1

Business ethic case - Essay Example Counselors have a responsibility to help mitigate the damage done by racism in the workplace. Companies have a responsibility to act justly toward their employees and shareholders. Government has a responsibility to protect the liberty of its citizens. Minorities have a responsibility to speak out against such oppression wherever possible. The majority has a responsibility to protect the weak. Employees have a responsibility to their employers and co-workers to maintain an egalitarian work ethic. Ultimately, the primary stakeholders are individual families, the only stakeholders who are secondary victims of a racist corporate culture. Consider the roots of workplace racism proactively. What causes racism in the workplace? It could be a matter of resources. There may not be enough jobs to go around and people want those of their own race to benefit over others, or it could be a matter of personal intent. People tend to express aggression toward those they see as somehow inferior either physically, mentally or socially. Usually, this tends to be a matter of self-esteem. What understanding must people have to avoid workplace racism? The basic belief everyone must adopt in order to avoid racially charged conflict at work is simple. We must understand that although we may not all look, think, and act alike, everyone has the right to live and survive peaceably within our society. That means although I may not like a person for whatever reason, I should give them the room they need to provide for themselves and their families. If there is no other reason I feel this way, it should be because I wish for the same. If othe rs feel hostile toward me, I want them to leave me alone enough to feel secure in my job and at home at the very least. Some thinkers have posited this notion as the basis for the social contract. Why do humans not simply overrun one another with force and

Cost method Research Paper Example | Topics and Well Written Essays - 500 words

Cost method - Research Paper Example It is crucial for managers to comprehend the merits and demerits of the two systems to satisfy the needs of their business operations. The budget presented entails schedules that raise various concerns leading to the recommendation that the company should switch to the activity-based costing system of accounting. The first concern is the quarterly budget that in my opinion requires further subdivision to generate quarters. Mainly, cycling takes place in temperate weather conditions. Buying materials for bicycle production for the start of sales hikes demand therefore, requires the producer to incur a quarter before the demand. Another concern regards accounts that remain uncollectable. The master budget for the company is not specific it its cash budget line. It closely refers to the uncollectable receivables. Variable factors in this context emanate from economic features among them limited sponsorship and thus resulting in wrong accounts (Gazely & Lambert, 2006). From the budget, the company is setting aside a budget for 140 bikes inclusive of labour costs. It is appropriate to cut down on the level of production of extra parts in the inventory. The viability of any business can be measured by how the company effectively utilizes its resources while plummeting unnecessary costs hence Competition Bikes Inc. should strive to avert extra discretionary costs. The method of distributing manufacturing overhead by activity-based costing (ABC) to products is efficient compared to the traditional method of costing. Precisely, activity-based costing assigns the right percentage of resources to particular products. While monitoring and allocating organizational costs to products and objects, activity-based costing remains a more sophisticated and logical method as opposed to the traditional costing system (Bragg, 2001). It is possible to distribute

Adapting leadership styles while organising commanies overseas Essay

Adapting leadership styles while organising commanies overseas - Essay Example (Koontz 1986:162). A managing director thus has an all-encompassing task of ensuring functionality of the organization through streamlined working of groups. The managing director must understand that while good people can make any organizational pattern work, it is essential that they know each other's role to work most effectively. (Koontz 1986:161). This essential aspect needs careful consideration when an organization is being established, in an alien environment particularly in relation to the style of leadership adopted by the managing director.There are numerous classifications of styles of leaderships given out by management thought leaders. When based on use of authority and decision-making these have been indicated as autocratic or that denoted by command authority of the leader with a benevolent authoritative being its softer version. Democratic, which has, participative and supportive as its sub types entails consulting subordinates and encouraging their participation in decisions. While a free rein style restricts a leaders role to that of aiding operations of followers. (Koontz 1986 : 400). Another study includes styles as charismatic, servant and quiet which are self-explanatory and in one form or the other follow the pattern denoted by Koontz. (Changing minds.org)

How Apple Can Gain Competitive Advantage through Leveraging Its Coursework - 1

How Apple Can Gain Competitive Advantage through Leveraging Its Internal Resources and Competencies - Coursework Example According to the research findings, it can, therefore, be said that Apple is the second-largest global information technology company by revenues and can leverage its internal resources and core competencies to attain market leadership position in the industry. The PEST (political, economic, social-cultural, and technological) analysis is useful in understanding the macroenvironment facing Apple. The political environment is stable, but Apple is required to adhere to legislation on product quality and consumer health. The economic environment is favorable due to positive economic growth, stable interest rates, and high disposable consumer incomes. The social-cultural environment is characterized by favorable attitudes towards sophisticated consumer electronics, high education levels and high demand for information. The technological environment is favorable for the business activities of Apple due to the recent advancements in mobile computing, research and development, and growth in internet communications. Apple has various internal resources that it can be utilized to attain a competitive edge in the market. Accordingly, Apple has various core competencies that present unique strengths that can be utilized to differentiate its business activities and drive competitive advantage. Apple has both tangible and intangible resources that it can leverage to attain high market share and competitive advantage in the market. Some of the tangible resources of Apple include the plant and equipment, buildings, capital, and human talent. Apple has highly qualified human resources that have the required education, skills and attitudes to drive innovation in the company. Apple has invested heavily in training and development of its research and innovation teams.

Why is Writing for Radio and Television Different than Writing for an Essay

Why is Writing for Radio and Television Different than Writing for an Actual Newspaper or Magazine - Essay Example Various genres exist within conventional creative writing – prominent among them are novels, short stories, poetry and plays. Hence, both the medium and the genre combine to lay a set of guidelines for the writer. The rest of the essay will outline those guidelines and also provide examples. With the advent of long distance telecommunication technology during the early twentieth century, radio took off as the most sought after public broadcast medium. Writing for radio then became a specialized field for there are unique qualities associated with a purely aural mode of communication. This posed challenges as well as opportunities to writers and broadcasters. Those pioneers who conquered this new horizon in writing established a genre that was both refreshing and demanding. For example, listening to a play in the radio is quite different to watching it onstage. The playwright will have to supplement through audio the events on stage that are not accounted in words. In other wor ds, special audio effects to reflect transpirations on stage became important. Hence, writers had to pay more attention to detail and try to incorporate various kinds of information into the aural form. What radio writers also did was to improve the attention span and concentration of the audience, for the narrative tends to be information packed and tightly plotted to maximize content output. Coming to creative writing for television, the rules are not as rigorous as that applicable to radio writing, for the genre draws many of its rules from motion pictures. This is especially true with respect to soap operas, sitcoms and other televised entertainment. The British Broadcasting Corporation, which has mastered both radio and TV drama over the years, has the following to say about good TV drama writing: â€Å"TV is easy to turn off or turn over, so open your story as dynamically as you can. Try to hook the interest of the audience as soon as possible so that they will want to stay t uned and, if there are more episodes to come, will want to keep tuning in. Ask yourself if there’s a strong enough sense of character, drama, and story to sustain an audience’s engagement.† (www.bbc.co.uk, 2012) But, when it comes to news coverage in television, the main focus tends to be the headlines, with sound bites and video footage complementing the scrolling text. Television talk shows, on the other hand, have now become a time-tested concept that can succeed with even basic recording technology. We’ll now see how writing for radio and television is different to writing for newspaper and magazines. The printed word has always proven to be more powerful in expressing complex thought or argument. Hence, the media of magazines and newspapers are more apt for carrying out in-depth analysis of public issues. Writing for the print media also requires a greater command over vocabulary, grammar and usage. Hence, writing for publications is far more challeng ing and exacting than writing for television or radio. It is only those intellectuals who can perform incisive analyses that make it to editorial pages of major newspapers. Reporting for print media, on the other hand, is usually about following a set format or template, which doesn’t require high analytic skills. The following tips will come handy to the news or opinion writer: â€Å"The opening line of the article must grab the reader’s attention straight away. This is no different to any other form of writing: a story must hook the reader in a very short space of time...this hook must be the first sentence, not the second or the third...Another crucial point here is the length of the opening sentence. The word count needs to be no more than twenty-two words for your

Lenin's Cultural Policy and the Persecution of the Arts Essay

Lenin's Cultural Policy and the Persecution of the Arts - Essay Example However, things were not the same as shown to the world. The growing experimentation in the arts and cultural aspects of Russia forced Lenin to embrace more conservative and traditional ways and it was because of this reason that since his early days, Lenin started to control cultural institutions of the country. This control of culture in the country further worsened as the Lenin’s Communist party started to target those musicians and artisans who were relatively against the Communist thought. Lunacharsky- Lenin’s main person behind controlling the Cultural Revolution in the country put forward his own aesthetic theories which largely redefined the socialist art, however; this was often criticized by the later scholars for the reasons of curtailing the artistic creativity. â€Å"In the late 1920s, the term was taken up and transformed by young communist cultural militants who sought the party leaders' approval for an assault on "bourgeois hegemony" in culture; that is, on the cultural establishment, including Anatoly Lunacharsky and other leaders of the People's Commissariat of Enlightenment, and the values of the old Russian intelligentsia. For the militants, the essence of Cultural Revolution was "class war" - an assault against the "bourgeois" intelligentsia in the name of the proletariat - and they meant the "revolution" part of the term literally. In the years 1928 through 1931, the militants succeeded in gaining the party leaders' support, but lost it again in 1932 when the Central Committee dissolved the main militant organization, the Russian Association of Proletarian Writers (RAPP), and promoted reconciliation with the intelligentsia.† (Encylopedia).

Drug-resistant Organisms Essay Example for Free

Drug-resistant Organisms Essay By the 1960s, the discovery of antibiotic drugs and subsequent advances in their synthesis led to the conquest of most bacterial diseases, at least in developed countries. In the 1969, the Surgeon General of the United States proclaimed that it was time to close the book on infectious diseases (Krasner 29) It indeed seemed so. But today, we confront not only new infectious diseases such as AIDS, but also a resurgence of old diseases such as tuberculosis and malaria that were written off rather prematurely over a generation ago. The old diseases are back with a vengeance, sporting frightening new faces. The same bacteria that almost disappeared are now resistant to penicillin, ampicillin, erythromycin, vancomycin, fluoroquinolones all the weapons that were supposed to have vanquished them. These bacteria have evolved and pose tremendous new challenges, however man and mans technology can also steadily advance to effectively mitigate the emerging bacterial threats – only a vast new impetus to research is needed. Not too long ago, people in the Western countries tended to think of deadly infectious diseases as old-fashioned afflictions that belonged to pre-modern times (or to the present-day Third World). Since the end of the Second World War, classical sexual diseases like syphilis and gonorrhea virtually disappeared in almost all the industrialized countries (Mode, Sleeman 16). The sexual revolution in the 1970s was encouraged by the confidence that sexually transmitted diseases were merely a temporary inconvenience that penicillin could cure. And then there appeared AIDS. As if that is not enough, just when we thought at least our old enemies were gone, to our dismay we find them all staring in our face, more ferociously than ever. E. coli, staphylococci and many other pathogens are evolving in scary ways. The more researchers investigate, the more fast-changing microbes they find. As a result of this evolution, many bacteria are learning to resist more and more of the antibiotics we humans use to fight them. Drugs that have once so effectively countered many deadly are losing their power. Without the help of these once magical drugs, even people who have robust immune systems can be seriously sickened or killed by virulent germs, and people with compromised immune systems face a significant chance of dying. A bacteria can mutate any time it reproduces, and all of that bacterias offspring will bear that mutation. Because bacteria replicate so often, random genetic mutations are common, and some of those mutations create genes that arm bacteria with drug resistance. A change in even just one gene can give a new strain of bacteria the ability to fend off a given antibiotic, maybe even all of the antibiotics in a large class of drugs. Such resistance genes provide bacteria with remarkable defense mechanisms. Resistance can begin in a single person when bacteria are only partially challenged by medication. This can occur when a patient is given too low a dosage of a drug, or stops taking it when he feels better, without completing the full course of treatment. Sometime children spit out half of the medicine they are given because of the taste. These conditions allow a pathogen to develop ways to fend off the chemical warriors. Then its descendents mutate in a way that makes them more capable of surviving higher doses of the same drug. Successive generations, which can occur in a matter of days if not hours, possess an ever-growing ability to beat the medication, ultimately creating pathogens that become completely resistant to the drug. Most antibiotics are broad spectrum, meaning they attack any and all bacteria in the patients body. When a person takes an antibiotic for a staph infection, for example, the drug molecules will kill the invaders but also destroy harmless/helpful bacteria, in a situation of collateral damage. Normally, healthy bacteria occupy most of the places in the stomach and intestines guarding against harmful bacteria percolating into bloodstream. The helpful bacteria also consume a large portion of nutrients available to bacteria, thus keeping the pathogenic bacteria at bay and keeping us from getting sick more often. But after antibiotics have attacked, they become thinned out, leaving the harmful bacteria which may have randomly mutated and acquired drug resistance to be free, feed and multiply. The healthy bacteria will reestablish themselves, but the drug-resistant pathogens will settle among them in greater numbers. And they will have evolved to better resist the same antibiotic when it comes the next time. Moreover, bacteria also develop new traits by exchanging genes with one another. A staphylococcus bacteria one of the most common pathogens could be handed a new resistance gene by a different kind of resistant bacteria that happens to be close by, or by special viruses that infect bacteria and can take genes with them to their next host. Otherwise harmless bacteria inhabiting our gut or skin could become reservoirs of drug-resistance genes, passing them on to visiting pathogens. Most importantly, when an organism becomes resistant to one drug, say penicillin, it is also likely to resist related drugs such as ampicillin and amoxycillin. Finding new molecular structures of this family of drugs cannot provide any long-term advantage, because in a few years the organism will become resistant to the whole family again. An entirely new type of drug, or better, a wholly new approach to combat disease is needed — which, in practical terms, translates to massive research on unprecedented levels. Despite several obvious ominous trends for decades now, only three new classes of antibiotics oxazolidinones, streptogramins, and daptomycin have been developed in the past three decades (Galanter et al., 500). This pace of research is completely inadequate. We now face a near crisis situation. The reappearance of TB and the increase in cases of antibiotic-resistant pneumonia and meningitis leave little room for complacency in the search for new drugs, if we are to continue to enjoy our lives that are relatively free of bacterial infections. Man will be successful, as he has been since the observations of Pasteur, in finding or creating new antibiotics — if he gives his mind a vast new scope to pursue knowledge and discovery in the new millennium. References: Mode, Charles J. , Sleeman, Candace K. â€Å"Stochastic Processes in Epidemiology: HIV/AIDS, Other Infectious Diseases and Computers. † Singapore : World Scientific Publishing Co. , 2000 Galanter, Joshua Mark; Golan, David E. ; Tashjian, Armen H. â€Å"Principles of Pharmacology: The Pathophysiologic Basis of Drug Therapy† Baltimore, MD : Lippincott Williams Wilkins, 2005 Krasner, Robert I. â€Å"The Microbial Challenge: Human Microbe Interactions. † Washington, DC : ASM (American Society for Microbiology) Press, 2002

Strategy and its importance for competitive advantage

Strategy and its importance for competitive advantage A companys strategy is organization action plan which is running the business and conducting operations. Especially this can mention as managerial commitment to achieve their goals. Companies target on gaining sales and market share at the expense of competitors and companies which are in strong industry position are more reflect on the strategy what they use (Helfat, 2004). Through the action Plan Company can enter its competitors and can make the goals and strategies to meet their market place. A company should formulate a business strategy which incorporates cost leadership or differentiation to achieve a sustainable competitive advantage. Michael Porter introduced two basic types of competitive advantages which are cost advantage and differentiation advantage. Cost advantage exits when company can give same benefits as competitor with lower cost. And differentiation advantage exits when the company can make different benefits or the value to the customer from their products. As an Example BP is using combination of Crude oil and natural energy such as solar power to give differentiation to their customers and it is a well successful strategy. Source: http://www.bp.com/sectionbodycopy.do?categoryId=2contentId=7065607 (Access on 20th May 2011) There are several technical tools which are used to analysis situations in strategic Management. STEEPLE is one of it shortening the external environment in a business operates and concerned with the political, economic, social factors influential industry change and helps to gain a better understanding for external conditions for growth in a market. Companies or the decision makers can develop effective strategies by using GE Matrix as well (Thomas, ONeal, and Ghertman, 1997). The porters five forces investigation helps to diversity a competitive environment. For example, BP analyzes the market for Quality oil production. Five forces analysis describe five key areas exclusively the threat of entry, the power of buyers, the power of suppliers, the threat of substitutes, and competitive rivalry (Bettis, 2004) Figure1. Porters Generic Strategies (source:http://www.google.co.uk/search?q=Porter+five+forces+analysishl=enclient=opera) Competitors for BP Shell, Sharp, Kyocera, Solar, and BP are the current major players in this industry. Price differences are not big among these companies, solar energy is already expensive technology to produce, so its cost of production is very high, but it is environmental friendly. BP has mass production, so it can face to price rivalry happen. Business strategy in BP BP enter of solar market in 1973 and produced BP solar in 2000, it was one of main strategy to face current oil crisis and environment issues. BP solar becomes profitable but it is not prominently spread among the public, so government involvement is important to become popular of solar power. Evaluating BP External Environment BP is one from the world leading Multinational Corporation which produces Consumer energy, and it is UK based organization. BPs SWOT analysis can be mentioned as follows. Strengths World third largest energy company Operation spreads worldwide Strong Brand loyalty Good brand image Financial strength of the company. It has vertical integration operation system. Weaknesses Increase the petrol price in UK Has to paid criminal charges due to spread huge amount of oil in the Alaska Sea in 2006. Reduce in natural gas and crude oil production. Criticism and Controversies Opportunities Has high investment capacity Research to investigate alternative fuel such as Hydrogen, Solar, Wind and natural gas Extension of acquisition of North sea area Increase demand for natural gas in USA and Europe countries. Implement more flexible price polices to face their competitors. Gas and Oil exploration Treats Unsound policies related to Environment after oil and toxic spill in 2006. Explosion of refinery tunnels in occasionally Has big rivals such as Shell and Chevron Sold corporate owned stations. Pipeline corrosion Instability in some oil and gas producing countries and regions Table.1. SWOT analysis of BP By implementing proper marketing policies and practices company will make its market position. BP culture so distinctive because they focus on customer, and believe BP is better than all other Energy produce companies. Source: (http://www.bp.com/genericarticle.do?categoryId=2012968contentId=7059787) Effectiveness of Current Business Plans BP business plan has advantage in the Research and investigation area. The crude oil plus the solar power combinations was very successful strategy implemented in recently. Products segmentation, explorations and productions, significantly company restructuring, improve cost efficiency, centralized company departments are their current strategies to compete with rivalry and increase company profits. Task Two Strategic Options Strategic Options is an important facet and it helps to craft companys alternatives and provide safe and keep up the competitive situation. After situation analysis company can create strategic options to devise organizations external atmosphere and can scrutinize the potential. BP has a comprehensible strategy to invest to raise investigation and manufacture advantageously through a mixture of leadership positions in the worlds most productive hydrocarbon basins. BP creates value through the appliance of technology and potential to force performance and operating efficiency. The procedure and technology offers extensive chance for further expansion and improvement. The international requirements for energy for the next 20 years are such that hydrocarbons are still going to have a leading part in meeting that energy demand. BP supports emissions trading mechanisms as a means of putting a value on carbon in order to make appropriate investment decisions. BP spends on growing technology budget on potentially most competitively profitable innovations both in open and new power spaces. It is both a strategic option and an opportunity for BP when comparing with the rivals as BP is strategically positioned themselves in a highly innovative RD processes which is unmatchable by the rivals easily. While facing major challenges of dilapidated supplies and defense of supply in oil and gas, global warming and insist for pure energy in major markets, BPs percentage of expend on novel technologies is growing. BP has a decentralized en route for RD units. It also drives the strategic positioning of BP in competition among rivals. Operational excellence in acquiring right technologies from within and outer the organization and strategically as a winner of chosen new technologies, BP is keeping its innovation leadership in the industry. With an aim of being twice as good as next best competitor BPs innovation schema is far above the ground outline. Hence a low cost strategy is an ideal positioning for BP while serving to a large market segment that prefers a standard product. Corporate Mission of the BP BP mentioned that there goal for next few years to realize the latent impending of their advantage base by improving the efficiency and effectiveness of everything they do. They will dynamically drive cost and capital efficiency whilst at the same time maintaining the first main concern of safe and reliable operations. Objectives of the BP BP has some objectives for their growth in 2015. And all employees are working as a team to achieve company goals. Average 1-2% p.a. volume growth to 2015 Underpinned by upward resource base and quality through preference Key sources of growth beyond 2015 will come from: Increasing deepwater Leveraging expertise in gas Managing worlds enormous oilfields Enabled by application of technology Source-: http://www.bp.com/sectionbodycopy.do?categoryId=2contentId=7065607 Values and ethics of the BP BP is a compilation of resources and there people working together. To attain business objects they focus on sustaining and encouraging their leaders and staff. And they maintain recruitment stands and developing people skills at every level. BP is a well distinguish organization and wants to do some different in the world. BP is a performance driven company which is competitively booming. Through all this they prefer high ethical stand. Directions and methods of Strategic Options BPs direction is clear and it is the unrelenting pursuit of competitive leadership in respect of cash costs, capital efficiency and margin quality. The Strategy Clock is another suitable way to analyze a companys destructive position in comparison to the contributions of competitors. The Ansoff Growth matrix tool which is helps businesses to decide their product and market growth strategy. Figure 02.Ansoff Market mix (Source-: http://tutor2u.net/business/strategy/ansoff_matrix.htm) Steps to develop Strategic Options at BP To develop strategic options company can use following steps. Access the external context Priorities and gather Develop strategic options Rate the options Follow up Evaluating strategies at BP SOP Matrix is a tool which can use to identify the company relevant strategies through external environmental factors. As an example BP Opportunities and treats as below and by indentifying the external environmental factors can recognize the relevant strategies options. Opportunities Opportunities Strategic Option A Has high investment capacity Invest in HR development and through that develop the skills of the staff members. An same time invest in market opportunities. B RD to investigate alternative fuel such as Hydrogen, Solar, Wind and natural gas By research can find the best alternative and company can give attention to that. C Extension of acquisition of North sea area Can develop deep sea oil well. D Increasing demand for natural gas in USA and European countries. Efficient and effective resource allocation to maximize profit. Implement more flexible price polices to face their competitors. By price reducing can get more customers on their products Gas and Oil searching Will help to increase their market values and can demand them among the competitors Treats Treats Strategic Option Unsound policies related to Environment after oil and toxic spill in 2006. Understand the policies and work with less effect to environment Explosion of factory tunnels in occasionally By keeping the brand image without harm can face the problem Has big rivals such as Shell and Chevron To make company as No1. And more promotional works Sold corporate owned stations. Buy the stations Pipeline decomposition Should check the pipeline back and do the needful changers Insecurity in some oil and gas producing countries and regions Should find some more producers in case to use. BPs existing company strategies are, 1) Safe, obedient and consistent operations 2) Operational and financial force high dividends and cost diminution program Task Three SMART Objectives of BP BP Objectives are prepared according to SMART (Specific, Measurable, Achievable, Realistic, and Timed).That means it should be particular about what we are going to achieve and should calculate about the objectives. There are a several types of objectives like process objectives, outcome objectives, personal objective that all can be done in the SMART format. BPs five year plan objectives are, Increase profitability by 20% Increase production Financial gain by serving to the increasing demand Build brand value that was affected by the oil spills Five year development plan for BP Business plan is a statement about companys future goals and plans to achieve those goals. This can be externally focus or internally focus. BPs Strategies in development can position as, Upstream growth Downstream turnaround Alternative Energy: alert disciplined Corporate overview In the upstream will hub on cost and capital efficiency to distribute profitable growth. In the downstream will drive additional efficiencies and a focus on quality and incorporation. They will maintain their disciplined approach to substitute energy and will carry on unlock corporate efficiency through a culture of uninterrupted enhancement. Five year development plan for BP # Objective Strategy Actions Performance Indicators Time Period 1 Increase profitability by 20% Research and development Hire most qualified researchers Innovative ways of doing things One year 2 Increase production Acquisition of north sea area. Negotiations with governments and agreeing for a joint profit sharing. Coming into an agreement with relevant governments Two years 3 Financial gain by serving to the increasing demand Sales and Marketing approaches to increase market share Recruiting experienced sales and marketing people and objective training Acquiring new market opportunities, increase the market share One year 4 Build brand value that was affected by the oil spills Communication and promotion strategy Using new media opportunities of social media to build brand name again, invest in CSR activities in Go Green. Reduce the black mark 3 years Evaluating and implementing the plan In business strategy, Johnson, Scholes and Whittington shows a model in strategic options are evaluated next to three key success criteria such as Suitability, Feasibility, and Acceptability. Source-: http://en.wikipedia.org/wiki/Strategic_management # Objectives Time Line 1 year 2 year 3 year 4 year 1 Increase profitability by 20% X 2 Increase production X X 3 Financial gain by serving to the increasing demand X 4 Build brand value that was affected by the oil spills X X X Table.03. Five year BP strategic plan Conclusion When it is mention about the strategic management and the leadership strategic planning is a major part of it. Strategic planning can divide in to three stages as strategic Analysis, Strategic Options and Evaluation and Implementation. The British petroleum Corporation is a well established organization in petroleum industry and here it is mentioned about the strategy and competitive advantages of the BP and the technical tools which could they can use to analysis situations. The porters five forces investigation helps identify the competitive environment BP analysis their market for Quality production. There are so many competitors like Solar, sharp in the market and BP establish with mass production. By doing the SWOT analysis its helping company to identify the internal and external environment of the company. BP is focused on customers and they believe in their productions. They used the oil plus solar power combination and they used product segmentation, improve cost efficiency and some more strategies to increase their profits. They have created value through technology and this is a barrier for their competitors. Company can use strategy clock, Ansoff growth matrix tools to analysis their position in the market. To develop strategic options first it should identify the external context and priorities and clusters. Then it should develop the strategic options. SOP matrix is best tool to identify the strategies of the company.

Obesity in Developing Countries

Obesity in Developing Countries Overweight and Obesity: The emerging Trend of Childhood Malnutrition in Urban Centre in Nigeria Abstract Background: Overweight and obesity initially thought to be the problem of the developed countries is rapidly rising in the developing countries constituting a high proportion of nutritional problem in these countries. Several factors, including changing life style and improved economic power are believed to contribute to this trend. This pattern if unchecked is known to lead to several medical complications and hence the need to assess the burden of this condition, factors contributing to the rise and possible ways of reversing the trend. Method: Four hundred and twenty primary school children from public and private schools were selected using multistage stratified random sampling. Relevant information were obtained using a questionnaire, and anthropometric indices were recorded. Data obtained were analysed using SPSS version 16, and frequencies were compared using Chi square. Result: Seventy three (17.4%) of the pupils were found to be overweight/obese. Pupils from private school accounted for majority of these cases with 28 (13.3%) and 29 (13.8%) of them being overweight and obese respectively. High socioeconomic class and consumption of energy dense diet were significantly associated with high prevalence of overweight/obesity (P Conclusion and Recommendation: Prevalence of overweight/obesity among primary school pupils is quite high in Lagos, Nigeria. High socioeconomic class, consumption of energy dense food and lack of adequate physical activities appear to be major factors contributing to this high prevalence. Introduction of daily school meal and mandatory physical activity in all the schools would go a long way in imbibing healthy eating and life style pattern into these children. Public enlightenment and campaign on the importance of healthy life style and complications associated with overweight and obesity would probably reverse the trend. Key Words: Overweight, Obesity, Primary School Pupils Introduction Malnutrition is a serious public health problem that is caused by either deficient or excess intake of nutrients in relation to requirements. Under nutrition (Nutrient deficiency) has been the prevalent type of malnutrition in developing countries like Nigeria.1-3 This has been attributed to the synergistic interaction between several factors, most importantly, inadequate nutrient intake and infection.4-6 This is not the case with developed countries like the United States of America (USA), where over-nutrition is a major challenge amongst the school aged children. Studies done in the USA on the overweight status and eating patterns among adolescents showed that the prevalence of over-nutrition was higher amongst those from a low socio-economic class.7-9 Recently, overweight thought to be the problem of the developed world is spreading to the developing world.10 Several studies in Africa and other developing countries have documented an emerging trend of malnutrition with overweight and obesity increasing at an alarming rate in comparison to under nutrition.10-12 However, in these developing countries, contrary to the finding in USA, overweight and obesity appear to be commoner among the high socioeconomic class.13-15 The effect of urbanization and the associated change in life style have been shown to contribute immensely to the current trend of malnutrition in the developing countries.16,17 However, children of low socioeconomic status from such urban centres remain significantly associated with under nutrition rather than over nutrition.18 This further underscores the central role of socioeconomic status in malnutrition. The increasing rate of overweight/obesity means that obesity-related chronic diseases are likely to become common among the children. Being overweight is known to significantly increase the risk of asthma, Type 2 diabetes, gallstone, heart disease, high blood pressure and several other diseases.19 This will further impose a great challenge to the already over stretched health care system in the developing countries. We thus aim to assess and compare the prevalence of overweight/obesity among primary school pupils attending public and private schools, in Ikeja Local Government area of Lagos and to identify common factors associated with overweight. The information generated would be useful in guiding the concerned authorities in designing appropriate interventions in the various schools. Materials and Methods Study area: The study was carried out in public and private primary schools in Ikeja Local Government Area (LGA) of Lagos State Nigeria. Ikeja is the capital city of Lagos state, the most populated and urbanized state in Nigeria with over 10million residents.20There are 114 registered private primary schools and 32 public primary schools in Ikeja Local Government Area. Study design: It is a field-based cross-sectional descriptive study Study Population: This consists of pupils in public and private primary schools in Ikeja LGA. Sample Size determination: Calculated minimum sample size for each group of school is 200 pupils. Sampling method: Multistage stratified random sampling was used. Based on the numbers of schools, three Private and two public primary schools were selected. Participants were selected randomly using the class register as a template in each of the classes of the schools selected. Exclusion criteria: children whose parents denied consent, children with obvious skeletal deformity and those with known chronic medical conditions like Chronic renal failure, heart disease etc. Ethical consideration: Ethical clearance was sought and obtained from the Ikeja LGA Education Authority. The head teachers of the selected schools also gave well informed expressive approval after receiving appropriate information. All the selected pupils were given consent form and introductory note to the study to their parents for their signature or thumb print. There was no consequence for the pupil if he or she refused to participate or parents denied assess. Data obtained were treated with confidentiality and only for the purpose of this research. Study procedure: A structured questionnaire was used in collection of relevant information required to meet the objective of the study. All the participating pupils were interviewed at school, while the section to be completed by the parents were sent through their wards and were returned the following day. Information obtained included socio-demographic data like: age, gender, parents’ occupation, average monthly income and educational attainment. Information on dietary intake include type of diet, frequency and 24 hours dietary recall. Involvement in exercise and physical activity were also sought. Socioeconomic status was assessed using the model by Ogunlesi et al 21, while the dietary pattern of the child was assessed using food frequency questionnaire (FFQ). Weight was measure using a bathroom weighing scale with sensitivity of 0.5KG while height was measure using a stadiometer. Nutritional status was determined using the Z- score system in accordance with National Centre for Health Statistics/ World Health Organization (WHO) reference value.22 Data analysis: The data obtained were entered into and analysed using EPI INFO version 3.5.1. Tables were used in data presentation. Chi square and Fisher’s Exact test were used in comparing frequencies. RESULTS A total of 420 children were studied, 210 pupils from each group. The children from the private schools were younger with a mean age of 7.7Â ±1.9 years as against 10.3Â ±2.6 years for those in public school (t=11.58, p=2=305.34, p= The dietary pattern among the two study groups were significantly different; 90 (42.9%) pupils from the private school consumed beef daily as against 49(23.3) from the public schools. Similarly, approximately half 103(49.1) of the pupils from the private school eat white bread daily as against 45 (21.4%) from the public schools. Seventy five (35.7%) and 29 (13.8%) eats eggs while 44(21.0) and 11(5.2%) eat fried plantain and yam for public and private schools respectively. Again 25 (11.9%) and 13(6.2%) from private and public schools consume at least a can of coke/Fanta daily. These differences were all statistically significant P= Regarding extracurricular activity, the pupils in public schools engaged more in physical activity compared to those in private schools. One hundred and thirteen (53.9%) pupils from the public schools trek daily for a distance of at least one kilometre as against 8 (3.8%) pupils from the private schools. Similarly, 77(36.7%) pupils from the public schools engage in competitive sports daily as against 33(15.7%) from the private. The difference between the two groups regarding physical activity was statistically significant P= Table II shows the distribution of the study population by BMI percentile. The nutritional status varied significantly between the pupils from the public and private school. While under-nutrition was the predominant form of malnutrition in the public schools 33(15.7%), overweight and obesity predominated in the private schools 57(27.1%). Table III below show the effect of various studied variable on BMI percentile. The highest frequency of overweight was observed among those aged 5-6years while the least frequency was among those aged 11 and above. This pattern was statistically significant (X2=21.90, p= 0.01). Although more female pupils when compared to male pupils, were found to be overweight, but this was not statistically significant. More than half (50.9%) of the pupils of low socioeconomic class were undernourished while majority of overweight children (76.7%) were of high socioeconomic class. This pattern was statistically significant (X2=150.0, p= Discussion The overall prevalence of 17.4% for overweight and obesity in this study is quite alarming though similar to the findings from previous studies.6, 12, 23 Owa et al12 reporting from Nigeria in 1997 found a prevalence of 18% for obesity among children aged 5-15 years using fat mass percentage and body mass index based on the US standard. Similarly, Mogre et al23 reported a prevalence of 17.4% for overweight and obesity from Ghana in 2013 among school aged children (5-14 years). This finding from this study and the others above further support the rising trend of overweight and obesity among children in developing countries and that the burden of the problem might not be different from that in the developed countries.24 However, other studies have found much lower prevalence for overweight/obesity. Adegoke et al 14 in 2009 reported a prevalence of 3.1% for overweight/obesity from Ile-Ife South West Nigeria using anthropometry, while Alkali et al 15 in 2015 reported a prevalence of 6.5% from Gombe in North East Nigeria. These lower prevalence reported by Adegoke et al(14) and Alkali et al15 may be due to the difference in socioeconomic status between the study-populations, while greater than 86% of our study population were either of middle or upper socioeconomic class, 48.2% of those studied by Adegoke et al14 were of low socioeconomic class with only 19.6% belonging to the upper class. Although Alkali et al15 didn’t give socioeconomic distribution of their study population but Gombe located in the North East of Nigeria is a small town with small scale businesses and subsistence farming as major occupation compared to Lagos which is the most industrialized City in Nigeria. Furthermore, we studied children in primary schools alone but Adegoke et al14 as well as Alkali et al15 studied both primary and secondary school children. It has been severally documented that prevalence of overweight/obesity decreases in children with advancing age.25,26 In contrast to the developed countries where overweight/obesity is commoner among the low socioeconomic class7-9, majority 56 (76.7%) of these overweight children in this study were of high socioeconomic class. This pattern is similar to findings from other studies from other developing countries13-15,27. This fact was further confirmed by the significantly higher incidence of overweight/obesity among pupils from Private schools compared to those from public schools. In Nigeria, Privates schools particularly in the urban centres charge exorbitant fees affordable only to the rich while public schools are usually free and attended by the low socioeconomic class. In this study, 83.8% of the pupil in public schools were of high socioeconomic class as against 1.9% of those in public schools. Several factors could be responsible for this increasing pattern of overweight/obesity among the affluent class in the developing countries. In the first place, the parents of these children are likely of the working class with little or no time to plan and prepare healthy food for them.28 It is also known that such parents in an effort to compensate for the deficient care constantly provide junk food and snacks for these children.29 Nutritional habit and pattern have been shown to influence the nutritional status of the society.30 These are further driven by aggressive advertising practises, relatively low cost of energy dense food and improved purchasing power which are now most prevalent in developing countries and conducive for the development of overweight and obesity and subsequently the associated morbidities.31 This is in agreement with the finding in this study from Lagos, the most urbanized State in Nigeria, in which Children from the private schools and of high socioeconom ic status significantly consumed food of high energy density such as soft drink, egg, white bread, etc when compared to those from the public and low socioeconomic status. Sedentary life style has been well documented as a cause of overweight and obesity29,32,33 in children. Pupils from the private schools were significantly less involved in physical activities when compared to those from the public schools but engaged more in indoor activities like television viewing and computer games. Similar to previous studies, this practise was significantly associated with overweight and obesity. The low level of physical activity among those in private schools could be due to several reasons. Most of these children are usually driven in car to school by their parents or use the school bus. This is in contrast to the public school which lack school bus and majority, 53.9%, of the pupils trek to school daily. Secondly, while most public schools are usually sited in a planned location with enough space for sporting activity the same cannot be said of the private schools which do not have enough space for outdoor activities with only 15.7% of the pupils engaged in competitive sports. Pressure on the pupils from affluent society for good academic performance including regular extra lessons at home after school hours could also contribute to lack of outdoor activities at home. In this study, overweight and obesity were higher among the younger age groups compared to the older pupils with the highest frequency of 18.2% among those aged 5-6years. Similar pattern of decreasing incidence with advancing age among children less than 13 years was also observed in a study from India25 and Saudi Arabia26. However, other studies have found a contrary pattern: increasing incidence with advancing age34. The reason for this variability in finding is not clear. Females had slightly higher prevalence of overweight and obesity when compared to the male, though this difference was not significant. This is similar to the finding of Mohana et al 35 from India. The effect of gender on overweight and obesity in children remains inconclusive, while several studies have found significantly higher prevalence among the female gender 34,36-38 others have reported significantly higher prevalence among the males.39-41 The reason for this variability is not clear but studies with higher female prevalence have suggested cultural factors as a possible explanation as female children in certain society mostly engage in indoor activities. Conclusion and Recommendations The prevalence of overweight and obesity among children living in urban centres in developing countries like Nigeria is quite high and is comparable to that in the developed country. This problem is mainly a problem of children from high socioeconomic status. Dietary pattern and sedentary life style are important factors contributing to the high prevalence among these group of children. In contrast, under-nutrition has remain a major problem among the low socioeconomic status. We recommend introduction of school meal program in both the public and private school to augment calorie intake among the public school children and modulate same for those in private schools. Provision of sporting facilities must be made mandatory requirement for registering of private school and if already a requirement must be enforced on new and existing private schools. Finally, public enlightenment on the medical implications of overweight/obesity in children should be aggressively pursued by the relevan t agencies before the complications begin to set in. Conflict of Interest The authors had no conflict of interest whatsoever to declare

Perils of Obedience :: essays research papers

identical to our standard experiment, except that the teacher was told that he was free to select any shock level of any on the trials. (The experimenter took pains to point out that the teacher could use the highest levels on the generator, the lowest, any in between, or any combination of levels.) Each subject proceeded for thirty critical trials. The learner's protests were co-ordinated to standard shock levels, his first grunt coming at 75 volts, his first vehement protest at 150 volts. The average shock used during the thirty critical trials was less than 60 volts -- lower than the point at which the victim showed the first signs of discomfort. Three of the forty subjects did not go beyond the very lowest level on the board, twenty-eight went no higher than 75 volts, and thirty-eight did not go beyond the first loud protest at 150 volts. Two subjects provided the exception, administering up to 325 and 450 volts, but the overall result was that the great majority of people delivered very low, usually painless, shocks when the choice was explicitly up to them. The condition of the experiment undermines another commonly offered explanation of the subjects' behaviour -- that those who shocked the victim at the most severe levels came only from the sadistic fringe of society. If one considers that almost two-thirds of the participants fall into the category of "obedient" subjects, and that they represented ordinary people drawn from working, managerial, and professional classes, the argument becomes very shaky. Indeed, it is highly reminiscent of the issue that arose in connection with Hannah Arendt's 1963 book, Eichmann in Jerusalem. Arendt contended that the prosecution's effort to depict Eichmann as a sadistic monster was fundamentally wrong, that he came closer to being an uninspired bureaucrat who simply sat at his desk and did his job. For asserting her views, Arendt became the object of considerable scorn, even calumny. Somehow, it was felt that the monstrous deeds carried out by Eichmann required a brutal, twisted personalit y, evil incarnate. After witnessing hundreds of ordinary persons submit to the authority in our own experiments, I must conclude that Arendt's conception of the banality of evil comes closer to the truth than one might dare imagine. The ordinary person who shocked the victim did so out of a sense of obligation -- an impression of his duties as a subject -- and not from any peculiarly aggressive tendencies.

A Modest Proposal for Euthanasia Essay -- Argumentative Persuasive Arg

A Modest Proposal for Euthanasia Euthanasia is a controversy that cannot be resolved from a single court ruling or a single person’s opinion. Many proposals have been suggested based on various studies and surveys. In â€Å"You Say Murder, I Say Euthanasia,† Clair Rayner describes a notable proposal regarding extreme euthanasia cases. The proposal, which has been put into the Science of Museum forum, recommends complex cases to be considered individually. In â€Å"Assisted Suicide Largely Shunned,† the anonymous author offers statistics that oppose the ethics of euthanasia. In â€Å"You Say Murder, I Say Euthanasia,† Rayner commences the article by describing the exhibits of the Science Museum. One exhibit that the author discusses has a personal computer that operates as a euthanasia machine. The machine was given to the museum from the Voluntary Euthanasia Research Foundation of Australia. Many disabled people and euthanasia advocates relate differently to these exhibits presented in the museum. Rayner then introduces her proposal stating that complex cases, sometimes involving facts that are sometimes overlooked by court systems, need to be carefully examined individually (Rayner 31). Her proposal is based on the fact that the number of people who want voluntary euthanasia is small compared to the numbers who do not want treatment for euthanizing purposes. Legislation has offered laws that prohibit euthanasia in many areas but also permit it in other areas. Laws regarding euthanasia are useless when contemplating whether to euthanize a human being due to the fact that every case is unique. Rayner introduces us to the case involving Tony Bland, which serves as a precedent to the proposal. â€Å"When Tony Bland was app... ... Rayner, in his article, proposes a solution that would solve a lot of problems when doctors are confronted with the ethical dilemma of euthanasia. The idea that every case is distinct and needs to be analyzed individually is a noteworthy suggestion. Rayner does a plausible job in outlining the proposal in an orderly fashion. The author in the second article, however, presents a narrow-minded viewpoint that ignores the other side of the issue at hand. The statistics are disorganized and not supported by the author’s own thoughts and ideas. Despite this fact, the article supports the cons of euthanasia by exposing the audience to a number of surprising statistics regarding euthanasia. Works Cited Rayner, Clair. â€Å"You Say Murder, I Say Euthanasia.† New Statesman June 2000: 31 â€Å"Assisted Suicide Largely Shunned.† The Christian Century Dec 2000: 1267

Leader of my life: my mother Essay

An influential leader in my life is my mother because she exemplifies a godly woman in many ways. She is a whole person. She is a cooperative leader in the home. She also understands and accepts her role, despite cultural trends and pressure. She models authentic spirituality. She is the keeper of intimate feelings. She demonstrates and teaches compassion. She desires to complete duties with her heart. Her strong faith in God is contagious in my life. As a whole person, my mother is beautiful, healthy, and wealthy in God. Her beauty radiates from her modest and humble personality and her tastefully modest clothing style. Her desire for nutrition and personal hygiene is key to her amazing health. She knows her wealth comes from God because he blessed her with a strong Christian husband and three daughters. She gives me a beautiful reminder to remember who I am and whose I am. My mother is also a cooperative leader at home. She understands God’s design for marriage. The love and respect she gives to my father is an example of that leadership. She demonstrates cooperation through building a healthy marriage in partnership with my father. Despite trends and pressure from culture, my mother understands and accepts her role as a godly woman. Growing up, my mother taught me the dominant values of Christianity so I can carry those values into my adult life and be a Christian witness to others. She holds to her values at work as an anatomy professor, and sometimes she gets ridiculed for her faith, but she stands strong. My mother models authentic spirituality daily. She understands what is at stake, and I am willing to do anything to stand up for my faith. She invests time to strengthen her walk with Christ, and has instilled that in me as well. Another leadership quality my mother holds is her ability to never share the feelings, fears, and dreams I express to her. She is an excellent listener and provides me with spiritual advice. I like to think that I am a confidant and can be trusted by those who need a listening ear. Throughout my life, my mother has demonstrated and taught compassion. She is the source of my care, protection, nourishment, and sacrifice. Adopted at birth, my mother has sufficiently provided for me out of love. She guards  me with her life to keep me on the right path. She taught me to love healthy and nutritious food so I can do the same for my children. My mother has also made an abundance of sacrifices to make sure I live by God’s design. Finally, my mother desires lasting results with wisdom, understanding, and knowledge. She utilizes her wisdom by teaching me the ways of life. She rejoices as I apply her teachings in my life and she understands me. The abundance of knowledge my mother has supplied me with continuously fills my life with rare and beautiful treasures. My mother continually molds me into the person God intends. She shares a special partnership with God that nobody can take away from her. My mother is an influential leader in my life as an example of a godly woman. She is pure and whole in the eyes of God. She demonstrates cooperation by understanding and accepting her roles against cultural trends and pressure. She is a model of authentic spirituality, and provides a listening ear. The compassion she beholds is contagious, and she desires to complete duties with her heart. This is how my mother models leadership.

Integrated Marketing Comunication

IMC PLAN by Daniela Stolk T equal to(p) of t able-bodied of contents 1. 0 2. 0 administrator sum-up forward motion Opport agreement synopsis 2. 1 2. 2 2. 3 2. 4 3. 0 communication theory grocery epitome agonistic epitome Opport whizz abbreviation behind Market Analysis 7 10 12 14 15 17 20 21 22 24 25 26 29 30 31 32 33 36 37 39 40 41 42 43 44 incarnate St ramblegies 3. 1 3. 2 3. 3 3. 4 3. 5 in merged Im epoch dodge spot Development system defect view system national dealings Strategy Evaluation 4. 0 unified c anying Communication wieldment 4. 1 4. 2 4. 3 4. 4 IMC accusatives IMC figure means Selection internet Website 5. 0 IMC mark One Consumer 5. 5. 2 merc fadeise calculate Consumer IMC Methodologies Consumer 5. 2. 1 sayment Consumer 5. 2. 1. 1 5. 2. 1. 2 5. 2. 1. 3 5. 2. 2 de n angiotensin converting enzyme figure Creative shortened Consumer denote founding Consumer Promotions 3 5. 2. 3 5. 2. 4 5. 2. 5 5. 3 5. 3. 1 6. 0 face-to-face me rchandising Consumer Sponsorship Programs Database Programs take in Media record piano tuner 45 46 47 49 51 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 69 70 71 72 73 75 76 77 78 Media Plan IMC documental Two Distri preciselyion 6. 1 6. 2 Marketing calculate Distri andion IMC Methodologies 6. 2. 1 advertizement Distri howeverion 6. 2. 1. 1 6. 2. 1. 2 6. 2. 1. 3 6. 2. 2 6. . 3 6. 3 advertisement Media calculate Creative picture Disti exception Advertising Design slew Promotions person-to-person Selling dispersal Media Plan 7. 0 Strategic Planning 7. 1 7. 2 7. 3 7. 4 7. 5 7. 6 7. 7 7. 8 7. 9 rewrite Background Mission and Vision recital Goals and clinicals Product Review SWOT Analysis SWOT Matrix Marketing liquify Strategies Management Team Indus accentuate discover 8. 0 Corporate ID 8. 1 8. 2 8. 3 Letterhead Envelope Business computer menu 4 9. 0 Advertising political urge 9. 1 9. 2 9. 3 9. 4 9. 5 9. 6 9. 7 9. 8 9. 9 3 Ad serial TV Story Board radio S cript Press Release accept broadcast Piece Banner Ad Billboard Poster POP march 9 80 83 86 87 88 90 91 92 93 5 1. 0 Executive Summary 1. 0 Executive Summary The fol emiting is an integrated commercialize communications device introducti whizzd for HOLA Jewelry. This curriculum ac go to sleepledges a progress luck analysis, corporeal strategies and our IMC aims Consumer and statistical dispersal. This think leave behind in any case accommodate an ad plan, promotions, personal shiting, grassships and database computer programmes. Additionally, a media plan and methods of evaluating the success of this IMC plan be described. HOLA is a ludicrous and in in spunky spirits spirits- sack je goodery check off that indispensabilitys to inscribe pleasing spurt statement. non moreover volition we sell a elegant modal observe statement but a capacious notion along with the covermark that ordain receive us the opport single to rear our punctuate cast . Our products testament be creviceed in sterling ash grey and gold with sixfold innovations of earrings, bracelets, rings and necklaces. This vane is in the chief(prenominal) offered to Latinos in the regular army. The chief(prenominal) idea is to bring a sendience of unity and pride among Latino Ameri impel packings vivification in the USA. They leave behind not and manage the situation of exhausting fair je sanitaryery, but the point to be supporting Latino non-pro consort organizations by acquire our products.Since HOLA is a y push throughhful vane that exit be launching in the inception of 2009, we expect to fuck off authorized to bring active blade aw atomic number 18ness among potence nodes and rising dispersal go a guidanceners by advertise in unhomogeneous medias. Our master(prenominal) accusings for this IMC plan atomic number 18 to pretend a unshakable deformity externalize, to farm deformity public figuremark aw ar gonness and to put up the unbendable compass. On the contrasting hand, we in any case privation to encourage distribution im small-arm to confuse got our products in tell a section to be able to increment commercialize sh be, gross revenue lot and to pattern node commerce.HOLAs come in mart for the consumer element is males and females amongst the ages of 1835, who repre vane lay to luxuriously-class adorn and who chiffonier render to sully je hygienicery. This segment is secern chiefly to Latinos. It is a vast and dominant food food grocery store redact that cedes us the opportunity to be crossing to this precise grocery for the premiere launch in hunting lodge to later(prenominal) infiltrate into una wish 7 grocerys. To thrivingly r for individually genius our send market, we forgeting habituate mags, radio set and point wad humanss. Our master(prenominal) terminus is to frame a merchandise communications program that implys advertizement, sponsorships, promotions and require merchandise.This go turn out quit us to subjoin market sh ar and to pass water client avocation. 8 2. 0 Promotion Opportunity Analysis 2. 1 2. 2 2. 3 2. 4 Communications Market Analysis competitory Analysis Opportunity Analysis draw a bead on Market Analysis 2. 0 Promotion Opportunity Analysis HOLA is a comely and elegant je closelyery strike off that pass on be launching its initiative accretion in January 2009. The pee says it all it is a salubrious-favoured sound out and the intimately(prenominal) famed Spanish al-Quran worldwide. Also the word HOLA has a wonderful core hereditary pattern OF LATIN AMERICA. Latin Americans, be the outgrowth minority in the united States, translate a broad market.This race is growing at a 5 to 1 pace and in that respect is no je sanitaryery strike out offered specifically to this market. The principal(prenominal) plan of this provoker is the f act that it is civilizeed to the Latin American Population in USA. Our uncomplicated marketing system is to puddle dishonor sensation in the generator of the first launch. We take property HOLA as the number one je rise upspringery blemish in the consumers legal opinion. We fate to authorise legitimate that our chief(prenominal) patsy market understands not single HOLAs queer melodic draw in conception but in entree the unity it pass on bring with the Hispanic population in USA.By doing so, HOLA entrusting be able to build loyal customers that give array-off the word of mouth doneout this correctly market and that pass on expect to spread into rude(a) markets. The briny envisionate market for HOLA atomic number 18 Latin American males and females who atomic number 18 18 and 35 old age of age, that fight d hold center of attention to senior lavishly-class shape who ar able to hand charming jewellery. In addition to that, batch who argon grand of t inheritor heritage and background account statement and that love and can afford to article of clothing beautiful jewellery.In terms of the marketing sashay variables, HOLA motivations to introduce a singular and advantageously- originationed cab art that de intermit include multiple designs in sterling cash and gold with peculiar stones, much(prenominal) as diamonds, rubies, sapphires and emeralds. A eminence of silver and gold combined get out as well as be operable. The beautiful design has tremendous flexibility for ingatherings that leave behind be launched in the early. We get the design is beautiful and well locomote, it im representatives endless(prenominal) combinations for pendants, earrings, bracelets, rings, necklaces, and so forthA distinguish for children and a religious one drop by the wayside in addition be considered for future dispositions. The pricing schema ordain garb up to a higher than average charge among i ts competitors. HOLA wants to gravel itself as an upscale workmanship name as well as superior timber jewellery. 10 HOLA wants to conjure itself with celebrated Latin American celebrities, jack ladder final results, vacations, sponsorships and tourism. We in addition want to filter out our principal(prenominal) cross market finished a variety of media much(prenominal)(prenominal) as clip ads, catalogs, net income and various personal kris of credit promotions.HOLA Jewelry pass on center on its chief(prenominal) distribution in those states where at that distinguish is high concentration of Hispanic Americans Florida, Arizona, Texas, Illinois and California. The first launch forget be fall in in South Florida. The jewellery collection drop by the wayside be open in middle to high- take aim sell stores such as Nordstrom and Macys. In addition to that, the draw in give withal be operable online at the HOLA website. Today, the meshwork is growi ng and hoi polloi prefer to do online shopping than breathing out to the actual store. 11 2. 1 Communications Analysis The jewelry market is a huge one.The USA has a 45% consumption rate in line of work to the rest of the world which means that nearly half of the worlds jewelry market is consumed by the USA. Since this is such a operose and huge market, jewelry trademarks that be able to pass along more bullion in the communication strategy enquire to occasion the to the highest degree prospering methods. The or so common utilise im cleave ar magazines, say marketing, trade dispositions and the network. The high-end jewelry brands advertise their products principal(prenominal)ly through magazine ads, come in marketing and trade images. When denote for magazine ads, they go out both introduce overbold collections or simply notify heir loyal customers to draw out to hollo their stores. These high-end jewelry brands such as Tous, Tiffanys and Bulgary as w ell utilise unmediated marketing in couch to keep their customers aw be of what they vex get gameboard. The post straight marketing beam of light that is physical exercised are catalogs, which are sent monthly to subscribers who can afford to taint their delicately jewelry everlastingly. Trade describes are a truly reinforced use of communication ship because jewelry brands are able to introduce new collections as well as rush transactionhips with distribution set forthners such as Nordstrom, Macys and Neiman Marcus.Today, the Internet is as well very useful because close to every barter has an online website where they sell their products and accentuate to turn visitors into future sullyers and subscribers. With online subscribers, the marketing group append be grantd with an online database with nurture such as name, age, gender, zip code and e postal serve quotation. This culture is lucky because customers leave alone be aware of product pr omotions, sales and new collections that impart be sent through e chain mails. The lower-end jewelry brands such as dainty boutiques or low priced jewelry exit less cash on growing a bulletproof brand.Some small boutiques cant afford to go through money on magazine ads or groom marketing and so they put on the Internet as their beam coil quill communication broadcast. They try to promote and sell their products through their websites. In piece to attain consumers to come and visit their store, the more or less successful method is by word of mouth. 12 On the early(a) hand, low priced jewelry distribute their products through low- to middle end retailers such as Walmart, TJ Max and backside. This flecks their products as middle-to-low end prime(a) that close to people who form low to middle high-class status leave alone be able to afford. 3 2. 2 Competitive Analysis Even though the jewelry market is a huge one with many brands and with a high level of competit ion HOLA has no main competitor because of the way this brand is existence stoped and launched. Additionally, our curious philosophy and image wont get HOLA to bedevil a study competitor. However, on that point is a brand that leave alone be considered a minor competitor because of the similarity of the design concept and the pose it yieldes the most (Hispanic). In comparison to HOLA Tous is a strong jewelry brand that chicken feeded their collections with a symbolisation of a bear.This symbol has been and is still being utilize in roughly every design that Tous go aways. Un interchangeable HOLA, Tous is already a well- arrive ated brand that has been in business for many years. Not precisely does Tous is well jockeyn for their jewelry and famous bear, but in addition for the beautiful handbags they offer that confuse been a very powerful trend for years. Tous is what depart be considered as our competitor because HOLA wants to stick with the concept of introducin g a symbol that forget be part of the design in each and every earring, bracelet, necklace and ring offered.Since it has been such a powerful strategy for Tous to build a strong and recognizable image HOLA allow introduce their first collection with the logotype and the word HOLA on it. This allow for represent what Tous employ as the bear symbol. divagation from the similarity of the design concept, Touss main orient market are Hispanics. Since this brand was first introduced in Spain, it has been able to ambit a big part of the Hispanic Market in the USA. Their ads and website are as well provided in English and Spanish.This is why Tous get out be considered not only a competitor but also a business model to fare. 14 2. 3 Opportunity Analysis An analysis of the high-end jewelry market as well as the Hispanic market shows some(prenominal)(prenominal) opportunities for HOLA Jewelry. These opportunities bequeath reveal the plan HOLA wants to pursue for consumers and dis tribution. Consumers HOLA has the powerful opportunity to build a strong brand image by coiffurelinessing to the Hispanic Market in the USA. This market is a huge and dominant one. This allows HOLA to establish itself as a powerful jewelry brand in the USA.The fact that HOLA is luffing to this specific market also gives the opportunity to boom out to divergent markets in the future in arrangement to grow and conk a high-end jewelry brand. Latin Americans run through a high rate of consumption in the jewelry market. In addition, the jewelry market is a $40 billion per year industry. This is why HOLA allow catch the opportunity to resurrect brand sensation as well as to establish itself in this powerful market because consumers give perplex a new and unusual brand acquirable with a inwardnessful inwardness clean-cut to them. Our uncomparable marketing approach exit allow us to arouse the firm image. Consumers exit sense of smell proud to live on HOLA Jewel ry because of its meaningful concept and the unity it wants to bring among Hispanics in the USA and the fact that part of the sales lead be gived to Hispanic charities most the country. distribution HOLA provide defecate the opportunity to increase market share through a selective distribution. Its products give be sold to specific middle to high-level retailers in the USA. By doing so, we give be able to get around infiltrate into the jewelry market and to smash submit our main keister market. 15 HOLA leave alone project the opportunity to increase sales volume by distributing its products in diametric geographic locations in the USA. They forgeting be coifd according to those states where thither is high concentration of Hispanic Americans Florida, Arizona, Texas, Illinois and California. finished new agate lines of curb distribution, HOLA forget come the opportunity to build customer traffic. Sales through the Internet and catalogs testament be the twa in main tracks that testament allow the traffic growth. 16 2. 4 Target Market Analysis Target Market HOLAs fanny market go awaying be a Hispanic American who is musical note for advanced(a) and high- caliber jewelry.The target is a person who ordain be highly influenced by other Hispanics and who leave behind be able to follow this new trend by article of clothing HOLA jewelry and feel proud of their root. The target leave also be soul who has a passion for theatrical performance jewelry and are the typical trend followers. soul who is impulsive to pass off money in edict to settle with their wants and feel with a quaint and novel look. Our marketing fight focuses on twain target segments 1. Hispanic Target Hispanic males and females between the ages of 18-35 with a sum total yearly family income of $75,000 and up who represent middle to high-class status and can afford to buy fine jewelry 2.American Target American Males and females between the ages of 18 -35 with a total annual family income of $75,000 who represent middle to high-class status and can afford to buy jewelry. Males are considered to be part of the dickens target segments not only because there lead be designs offered to them also because they are the ones who are considered to be get jewelry for their spouse, fiancee or young woman on excess occasions. Customer Analysis HOLA pull up stakes focus on a special harming of customer the kind of person who is proud to be a Hispanic living in the USA and who likes to erosion fine jewelry.The psychographics leave behind allow us to determine the different consumer segments that leave alone feel satisfied by acquire HOLA products. Hispanic Pride This group allow for include Hispanics who are proud of their heritage and live in the USA essay to blend in and be part of this country. These customers lead feel 17 proud to article of clothing HOLA jewelry not only because of its modern and unmatched look but also because of its ridiculous business concept. ok Jewelry Lovers These are the typical customers who love to put one over jewelry on a daily foundation garment.Hispanics pass water a high purchasing power in the jewelry industry this is why this segment includes fashion lovers who are ambitious and who are imparting to pay more for high fibre jewelry. Segmentation Analysis Consumer The consumer market is ground and segmented by age, life sentencestyle, income and personal interest. The dickens segments include Hispanics as a primary target and Americans as and a routinehand target. The groups share the same interests, life style and annual income. The Hispanic group is considered the primary target because it is the market that is trying to be light upon first.On the other hand, the inessential target includes Americans who allow also be considered part of the target market but as a secondary market that exit be reached completely later the brand is well established and considered not only for Hispanics but fair(a) a jewelry brand offered to a wide public. Distribution HOLAs main distribution exit be through different states where there is the most concentration of Hispanics. These states include Florida, Arizona, Texas, Illinois and California. These five states go forth allow HOLA to distribute the jewelry lines to different middle to high-end stores available in each state. 8 3. 0 Corporate Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 Corporate Image Strategy target Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 3. 0 Corporate Strategies HOLAs image is establish on offering a beautiful, elegant and all told uncomparable line of jewelry. HOLA also wants to introduce a concept along with the brand that connects like a shot to the Hispanic Market. This is why HOLA stands for Heritage of Latin America. In ordinance to arrest building a strong brand, HOLA volition excoriation by developing a unique and e legant line of jewelry that pull up stakes be appealing to the Hispanic Market in USA.Research and efforts forget be contact to close in the primary market in the stock of the first launch. HOLAs aim is to do a strong image among its competitors by creating brand consciousness through uniqueness and differentiation. by dint of marketing efforts such as announce, sales promotions, public relations and sponsorships HOLA ordain be able to break building potential customers as well as developing relationships and contracts with leading retailers to increase the expo for certain of their products. 20 3. 1 Corporate Image StrategiesHOLAs corporate inclination is to be cause one of the most modern and unique lines of jewelry offered to the Hispanic Market in the USA. In addition to that, HOLA wants to bring a sense of unity and pride among Hispanics Americans through a re initiation of the brand with famous Hispanic celebrities around the country, almsgiving organizations , special promotions, public relations, etc. It is a society pulled in two directions, trying to blend in and be part of this country while stay true and proud to their unique heritage.They live with establish a huge and strong market in the USA, since they represent almost 16% of the entire population and a big influence in this countrys everyday life. By being introduced to this new line of jewelry, Hispanics leave start to follow this new trend that offers a meaningful concept to them. HOLA wants their future customers to know that they pull up stakes be provided with beautiful and unique designs of earrings, bracelets, necklaces and rings offered in sterling silver and gold with a variety of precious stones, based around a elemental design use the word hola.In graze to start this new trend successfully, HOLA go forthing start building new customers by implementing unique strategies of advertisements, sales promotions, public relations and sponsorships. The fact that HOL A go out be donating part of its sales to pilot ladder organizations go away thread consumers to buy our products. This testament allow HOLA to athletic supporter build and maintain a strong image in the market get into as well as brand sentience. Even though these strategies allow for supporter this brand to become one the most modern and unique lines of jewelry to check with its meaningful business concept there are certain obstacles that might have to be overcome.This is an untested concept, it remains to be go acrossn if it testament resonate with the Latin community. 21 3. 2 Brand Development Strategy The brand name HOLA was selected because the word HOLA is the most common word among Hispanics and also one of the few Spanish word that is understand by Americans. Almost everyone knows the meaning of it and it expresses experience. HOLA wants to introduce a jewelry line in the USA that stands for Heritage Of Latin America.The brand is trying to go on primarily wi th the Hispanic market and by using this well-known word future customers pass on eventually feel familiarized and impart evoke collateral feelings from the brand name and its concept. The name HOLA bequeath be a successful word that has a high level of stimulus codability because it has a meaning and pagan concept behind the word. The brand name entrust be slowly recognized in advertisements and it impart directly grab the attention to its main target market. individually design bequeath be built with the HOLA symbol in order to make this shape recognizable in every jewelry design.Since the word is famous and communicates friendship, the brand entrust be able to sell its products though the use of this word in every piece of jewelry. The logo is an undulated square plaque with rounded corners, 4 holes (one on each corner) and a smaller hole in the center, which represents the garner O. Part of the word HOLA, which is carve through the design, gets together with the l etters L and A which ends up on a beautiful symbol that allow be perfect to use in the first collection in order to promote the brand successfully in the embark onning of the first launch.The symbol has the word HOLA in the middle in order to be recognized easily. The logo remains concordant with the brand image by representing cultivation and uniqueness. The logos color is colourise with a platinum effect that represents a modern look as well as the typical sterling silver color in jewelry. HOLA wants to transmit an usual look of simplicity as well as cleanliness. The lines leave be available for women, men and children. The design is very well rounded and allows endless possibilities in jewelry for future collections that are being develop.HOLA wants to communicate two main words unity and friendship. This market leave behind not only love the fact to wear beautiful jewelry designs but the fact that they represent a huge market in the USA that share a unique heritage his tory, roots, language, culture, art, family values and traditions. 22 Logo Design 23 3. 3 Brand Positioning Strategy HOLA is positioned based on its attributes and price- fictitious character relationship. It wants to position itself in consumers intellectual as a modern and unique jewelry brand that not only represents a beautiful fashion statement, but a cultural meaning at bottom the brand.HOLA wants to build an effective positioning strategy so that the firm can expand itself into new markets in the future. HOLA wants to establish long-term relationships with both, consumers and distribution partners. The case and elegance of the jewelry collection ordain be positioned in the consumers mind as a beautiful piece of jewelry to wear and to feel proud of wearing. In contrast to its major competitors, we go out offer an low- damage price with a good value for attractive jewelry designs appealing to a wide public. Most jewelry brands fixate their main target marketing by offe ring designs only to females.On the other hand, HOLA forget offer multiple designs to both, males and females. By wearing HOLA, Hispanics impart feel proud of their heritage. They impart be able to represent their cultural background with a universal word that offers friendship. Many Hispanics wear fine jewelry because of tradition and over half own a piece of religious fine jewelry. They also follow the latest trends, such as right-hand rings and triplet-stone jewelry. at that place are many occasions like birthdays, Christmas, Fathers day, Mothers day, etc. Any occasion allow for be perfect to buy this jewelry a unique cultural symbol and a unique and beautiful fashion statement.HOLA is more than a brand it is a business concept that wants to incorporate sports, successful Latin American celebrities, generosity organizations, tourism and art to its jewelry line. By donating part of its sales to charity organizations HOLA entrust attract consumers to buy our products. 24 3. 4 Public Relations Strategy HOLA allow hire an external PR adviser to divvy up our press and make our sayation passwordworthy. The consultant leave alone be part of a PR means they will be in charge of monitoring national and external publics and provide positive assureation close our guild.We have to work hard-fought on communicate our consultant slightly our business concept and company background. Otherwise, the interview will think this is just like every other jewelry brand. We have to make sure to provide successful education almost our unique strategy that is being developed as part of this brand. Our primary strategy is to maintain a incorporateent image of community involvement deep down the Hispanics living in the USA. We will generate positive publicity by informing the listening almost our unique brand that wants to bring a sense of unity among Hispanics besides the beautiful jewelry we will be offering.The fact that HOLA will be donating part of our network to charity organizations will put a positive image into the consumers mind. We will also establish a strong brand composition through sponsorship events and plays that will inform the audience on how they can change someones life by buying our products and becoming part of the HOLA spirit. 25 3. 5 Evaluation Evaluations for our consumer objective will be conducted internally and by DS excogitation Media through constant marketing explore that will take place after the launch of the brand in 2010.These military ranks will be done early in the year in order to plan for the rest of the year according to the studies do. The valuation will involve an in-depth analysis of the brand sentiency and brand image, positioning, advertising guide, consumer promotions and direct marketing. The analysis will provide us with the necessary feedback concerning our advertising finales and objectives for the attached year. Brand sense and brand image will be measure outd by co nducting surveys to individuals that fit our main target market. It will also be guessd by looking at our website traffic and the number of subscribers in our database.The awareness will be collected by the end of each year and later study in order to follow with a new approach if the current one is not increasing brand awareness. The position analysis will be careful by the end of the year. Our Marketing film director and the rest of the consulting police squad will evaluate this. The analysis will allow us to know if the right positioning was projected. The effects will let us adjust our main goals and objectives for the next year. The advertising campaign will be evaluated by conducting an advertising blow study.The learning provided from this study will allow us to know how efficient and potent our campaign has been. We want to know if we are reaching the main target market and if they are getting the concept of the brand and the meaning of the word HOLA through our adv ertisements. solely this information will be available through attitude and opinion tests. Our consumer promotions intensity level will be evaluated by measuring stick the amount of customers that bought our products by utilizing gift tease that were sent through direct mail. This will be determined by information that will be kept from gets made online or at a retail store.This evaluation is also part of the direct mail program. This will allow us to see the shock absorber of the direct mailing. DS origin media will be in charge of evaluating the effectiveness of these efforts. 26 To evaluate the distribution component we will utilize various methods of evaluation. We will analyze the impact of our advertising to our members of the distribution channel. This will live of a bragging(a) study conducted internally and externally. The evaluation will include an analysis of the personal selling flavour and trade promotions. face-to-face selling will be a very all- of the ess ence(p)(prenominal) aspect of our evaluation.It will be done during demo and April. We want to find if the satisfaction level of our distribution channel members is what we projected. This will comprise of an examination that will determine the boilers suit satisfaction of our business customers. Trade promotions will also be part of our evaluation since we are utilizing this method to push our products through the channel. We will examine the effectiveness of the promotions we utilise anteriorly and how it impacted sales. According the results on the effectiveness we will later determine what will remain consistent or what claims to change from the previous trade promotions. 27 . 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC documentarys IMC Budget function Selection Internet Website 4. 0 IMC Management HOLAS main objectives for this plan are to develop brand awareness and to reach our main target market. In order to do so, we will implement strong marketing strategies in the consumer and distribution market. The overall cypher for this IMC plan for the year 2010 will be a total of $1,639,000. The largest hazard of the figure will be exhausted on media personify in order to fulfill for our number one objective (consumer). This portion is $1,087,000, which is 66% of the overall budget.A smaller portion will be al locate to the distribution efforts. It will be 34% of the overall budget, which is a total of $552,000. 29 4. 1 IMC Objectives HOLAs primary objective is to develop brand awareness. Advertising efforts will allow us to inform potential customer and distribution partners round our products. The following marketing objectives will alleviate us pass our main goals. Objective One (Consumer) To create brand awareness among Hispanics in the USA. To position HOLA as a unique and high-end jewelry brand. To inform potential customers close to our unique business concept.Objective Two (Distribution) To encourage channel members to ravish our products. To persuade channel members to provide information to potential customers about our business concept. 30 4. 2 IMC Budget HOLAS total expense budget is set to $1,639,000. The IMC budget will be allocated into two main objectives IMC Objective 1 (Consumer), IMC Objective 2 (Distribution). The total budget will be distributed as follows -IMC Objective 1 (Consumer) $1,087,000 -IMC Objective 2 (Distribution) $552,000 IMC Objective 1 addresses the need to create brand awareness towards potential customers.Most of the budget will be fagged on media costs and brand development. Therefore, 66% of the IMC budget is allocated to his objective, of which 40% will be worn out(p) on advertising. IMC Objective 2 addresses the needs of the channel of distribution. We will use 34% of the total budget in order to market potential customers, of which 20% will be spent on advertising. 31 4. 3 Agency Selection HOLA selected DS Innovation Media as our agency tha t will handle most of the integrated marketing communications substantive. DS Innovation Media is a outique agency located in Boca Raton, Florida. Their area of expertise is to advert clients in marketing, website design, advertising design, direct mail and integrated campaigns. Additionally, they have bilingual professionals who are able to specialize in the Hispanic Market. HOLA decided to use DS Innovation Media as their external advertising agency because it is a small agency that has experience in marketing and advertising strategies that have been able to assist other clients to build strong image for their businesses. by from the experience and their multicultural knowledge, HOLA chose this boutique because it is a small agency that will focus on their marketing communications plan as well as providing affordable prices for exceptional advertising and marketing plans. DS Innovation Media will provide us with a successful integrated marketing communications tangible that w ill military service the brand to build a strong image as well as to develop brand awareness to two specific targets. 32 4. 4 Internet Website HOLAs website, www. holatin. com is an important aspect for our communications strategy where our main break up is to draw more customers into our business.It is a content and an e-commerce website. First of all, we want to go out that we provide our visitors with the necessary information about our company since it offers such a unique business concept. This portion of the website will be easy to navigate. The website will also accommodate a Flash video that will show all the jewelry we offer. This presentation will be available to all customers who wish to see our products in a more dynamic format. For other visitors who are not into this level of high-tech computerization, a skip intro tab will be available in order to take them directly into the home page.HOLAs e-commerce site will allow us to sell our products online in order to mak e it convenient for some shoppers. It will contain an appealing catalog that will show a presentation of our products by looking at photos and general information. It will also contain a shopping pram where the draw a bead on is to assist consumers as they select products. The site will sojourn with a payment page where customers will make the final decision to buy their products. Our website will also provide customer service, HOLA will support the customer after the sale when necessary.Customers will have the opportunity to send e-mail or use the FAQ for come on information about their purchase. Finally, the website will be part of our strategy to create a positive public relations image. We will place information about non-profit organizations as well as links to website where their purpose is to help Hispanic charity organizations in the USA. HOLA will also contain other links to other websites that will inform the Latin Americans about events or general information about Hi spanics that might fit their interest.DS Innovation Media will help us accomplish these goals in order to build a successful website. The agency will also work on expanding and up the online database program that will allow us to build closer relationships with our customers as well to increase sales. 33 Site part HOLA Home Page Brand creation Brand Image Products Bracelets Earrings Necklaces Pendants Rings parole Contact Information 34 5. 0 IMC Objective One Consumer 5. 1 5. 2 Marketing Budget Consumer IMC Methodologies 5. 2. 1 Advertising Consumer 5. 2. 1. 1 Advertising Budget 5. 2. 1. 2 Creative legal brief Consumer 5. . 1. 3 Advertising Design 5. 2. 2 Consumer Promotions 5. 2. 3 Personal Selling Personal Selling 5. 2. 4 Sponsorship Programs 5. 2. 5 Database Programs Media Plan 5. 3. 1 Sample Media Schedule Radio 5. 3 5. 0 IMC Objective One Consumer The objective of our target market focuses on creating brand awareness within the Hispanic market in the USA. We also wan t to persuade customers that we will offer a unique and high-end jewelry along with a unique business concept. The development of these objectives will help us to generate sales that will result in dinero for our business.In order to accomplish our main objectives we will utilize a combination of advertising, consumer promotions, direct marketing, sponsorships and public relations. The overall jewelry market has not been denote heavily specifically to Hispanics. This will allow us to advertise heavily to this target market. 36 5. 1 Marketing Budget Consumer The IMC Budget by consumer will be spent in 5 major areas. For the advertising budget we will be outlay a total of $437,000. As shown in the table and the graph on a lower floor, it represents that advertising is the largest portion of the total budget.We believe it is an important investment because it will help us strive our main goal create brand awareness among potential customers. The second major part of this budget w ill be $200,000. This amount will be spent on some(prenominal) sponsorships that will take place throughout the year. This will also be considered and important investment in our company because it will enhance the brand image and help to create positive word of mouth. For personal selling, we will spend $180,000 in order to develop high quality customer service when selling our products.The database program will be developed once the website is active. The development of this work out will be constantly changing throughout the year until we are able to acquire the necessary information from our customers. The cost for the database program will be near $120,000. Finally, for consumer promotions we will utilize principally direct mail pieces. By utilizing this method we will provide customers with gift fare game and catalogs. This will show the customer that we care about them as well as informing them about our new collections. The cost for this will be approximately $150,000. HOLA does not have to choose to spend the exact budget amount for consumer advertising. This is an estimated budget where the purpose is to expose all possibilities that will help achieve our main goals for reaching our customers. 37 IMC Budget by Consumer Budget Advertising Consumer Promotions Personal Selling Sponsorships Database Programs 2010 $437,000 $150,000 $180,000 $200,000 $120,000 innate $1,087,000 38 5. 2 IMC Methodologies Consumer In order to reach our main target market effectively we will utilize various methods. Advertising is the primary component of our approach.In addition to that, we want to admission priceory with consumer promotions, direct marketing and sponsorship programs. Creating brand awareness and enhancing our brand image is the primary goal for advertising. Through consumer promotions we will encourage our customers to continue to buy our products as well as persuade them to visit our website and retail stores that carry our products. The direct ma rketing approach will be done through mail and telecommunicate. This will motivate individuals to buy our products by looking at our catalogs and the jewelry offered.The sponsorship programs will help to generate brand awareness and enhance our brand image. We will sponsor Hispanic events that will consist of investment company raising programs that will help charity organizations with the foregather of the total profits of the event. 39 5. 2. 1 Advertising Consumer Advertising is our primary communication vehicle for this IMC plan. Our primary goals are to build a strong brand image, create brand awareness and to inform future customers about our unique brand. We also want to establish HOLA brand name in the consumers evoked set. HOLA is an entirely new and unique jewelry brand.Therefore, we need to ensure that our advertisements are consistent, fanciful and very effective. By placing effective advertisements in several media we will be able to start reaching our main target m arket. goggle box system advertisings will be 58% of our advertising budget. We will start to place our ads in the dismayning of the year 2009. The months will be during January, March, August and November. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The third main TV channels will be Telemundo, Univision and Mega TV.Radio advertising will be 28% of our budget. We will place the radio ads in two main radio place solicit 106. 7 and Amor 107. 5. These two radio displace are Hispanic and they target to this specific market. some(prenominal) stations have as their primary audience Latin Americans. By utilizing these two radio stations we will be able to place ads in the morning drive clip from 7-9 and also in the afternoon from 4-6. Our magazine ads will be put primarily in Level cartridge clip. This magazine targets the Hispanic market as well. We will start placing our ads in January 2009 and continue to do so for the entire year.We will also consider other magazines that target this specific market later throughout the year. Additionally, we will begin to place our ads in magazines that target Americans in order to start reaching our secondary target. Internet advertising will consist of banner ads that will be placed primarily on Hispanic websites. The terce main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website. 40 5. 2. 1. 1 Advertising BudgetConsumer advertising will be 40% of the $1. 08 million budget for Objective One. Of the $437,000 allocated for consumer advertising, $255,000 will be for tv advertising, $120,000 will be for radio advertising, $18,000 will be for newspaper advertising, $26,000 will be for magazine advertising, $15,000 will be for Internet advertising and the remaining $3,000 on hoarding advertising. Budget Televi sion Radio newspaper publisher Magazine Internet Billboard 2010 $255,000 $120,000 $18,000 $26,000 $15,000 $3,000 Total $437,000 41 5. 2. 1. 2 Creative Brief ConsumerObjective To build a strong brand image and to develop brand awareness. Target Audience Males and females between the ages of 18 to 35 who represent the Hispanic population in the USA. These customers typically earn an annual family income of $75,000 and represent middle to high-class status. This target includes people who are jewelry lovers and can afford to buy fine jewelry. It is the typical Hispanic who likes to look and feel elegant and modern by wearing a beautiful fashion statement. On the other hand the target audience will include the same gender, age, lifestyle and annual income.Unlike the primary target, the secondary target will be directed to the American market. Message subject field The primary theme will be that HOLA is a unique and modern line of jewelry that is being introduced to Hispanics living i n the USA. fight The meaningful business concept along with the brand that wants to bring a sense of unity among Hispanics which will include the participation of famous Latin American celebrities and charity organizations. Unique Selling smear Modern and unique line of jewelry with beautiful designs directed to the Hispanic market.Product hit Unique, beautiful jewelry that looks good. Personal value By wearing HOLA jewelry, Hispanics will feel proud of their roots and happy to buy beautiful jewelry from a brand that will give part of their profits to charity organizations. Leverage Point The leverage point will be the headline, which is the meaning behind the word HOLA Heritage of Latin America. This meaning will be hike up explained in the copy by informing that this brand sells not only jewelry but also a meaningful business concept and our unique strategy to be helping charity organizations. 42 5. 2. 1. Advertising Design HOLA will utilize an attainive message strategy for their print advertisements. This strategy will allow HOLA to sell their products through horny advertising, which leads the consumer to act. Feelings and emotions affect decisions and connect the consumer with the product. This is why HOLA will utilize this method because the brand is building itself with a unique concept among Hispanics that will berate feelings. The strategy will be conveyed through an emotional appeal. The ad will gambol the meaning behind HOLA (Heritage of Latin America), their roots and passion for life.The text will be focused on the main characteristics Hispanics have beauty, love, warmth and joy. HOLA will also utilize informative execution. This will be developed by informing the viewer with further explanation in the copy about this unique brand and the undivided concept it wants to transmit. In addition to that, the jewelry will be the main point of the ad, which will grab the eye of the consumer. The overall look of the ad will stage elegance, uniqu eness and a clean look. For our television commercials HOLA will utilize a slightly different approach. We will still utilize an emotional message strategy through emotional adverting.The appeal will also be emotional. Unlike the ad, the TV commercial will utilize a slice of life execution that mimics real life events. This will demonstrate the four main aspects of the brand love, joy, warmth and beauty. 43 5. 2. 2 Consumer Promotions The budget for consumer promotions will be $150,000 for the entire year. Since HOLA offers high-end jewelry, the consumer promotion will be through direct mail. Each month, birthday gift cards will be sent out to our subscribers who provided us with information about their birthday and other general information.The gift card will have a special offer of 10% off of their purchase online or at any retail store that offers HOLA jewelry. This method will be very effective because it will show the consumer that we care about them. This will also invite the consumer to visit our webpage or retail stores where our products would be carried and to introduce them with our new designs. deviation from the gift cards, invitation cards will be sent along with the catalogs in order to have our subscribers invite friends and family members to join the HOLA community.This will be sent during the months of October and November in order to promote the Holiday season by becoming a member of our website. Each customer will be notified that if they become a member they will earn free catalogs, gift cards and they will also have the opportunity to donate to charity organizations by buying our products. This will have an emotional appeal to consumers during the holiday season of giving. Other consumer promotions such as price reductions or coupons would not be a prominent part of this plan. We offer high-end jewelry brand and offering the mentioned promotions would not be a logical approach.Our image instead is a high quality brand that offers beaut iful jewelry to a very powerful market. 44 5. 2. 3 Personal Selling Consumer HOLA will spend $180,000 on personal selling for the consumer budget. We want to ensure that the sales people from the retailers have the required knowledge, background and experience in order to develop high quality customer service when selling our products. The salespeople should be trained in order to provide customers with information about our company and the whole background reasoning for this new brand.We will be checking on a bi-monthly basis inventory and sales in order to make sure that everything is on track. Additionally, we will be placing additional information on posters and POP displays in retailers as shortly as new collections come out. HOLA will also offer incentive programs to our retailers. We will provide the salespeople with HOLA jewelry. This will encourage each sales person to provide our customers with a high level service and at the same time the opportunity to show our jewelry through the sales person that is in charge of selling our products.Since there is no personal sales team for HOLA the people who will be in charge of selling our products will be the salespeople from each retailer. HOLAs goal is to be able to open a store in the future in order to provide our future salespeople with unique uniforms that will represent our store with elegance and high-end brand. 45 5. 2. 4 Sponsorship Programs For sponsorship programs we want to enhance our company image in order to help our firm develop closer relationships with likely customers. We want to match our target audience by sponsoring Hispanic charity events primarily.In the future we would also like to sponsor a variety of events related to Hispanic causes. In all these events we will be spending a total amount of $200,000. We will be presenting a unified message to our main audience in order to project a positive corporate image and create brand awareness. In all these events we will make sure it fit s with our corporate image this is why we also choose to sponsor fundraising events such as, concerts of Latin American singers, fashion shows by having the models wear HOLA jewelry and finally, bar/restaurant openings in Miami.The main goal is to gain profits that will be later donated to non-profit organizations. Our foxy phrase will be take hold of the HOLA spirit and be part of it We will place the HOLA symbol around the event in big posters and we will also give away pins with our company logo. We want to make sure that we put our website address in every piece we give out in order to begin to build traffic in our website and begin word of mouth. 46 5. 2. 5 Database Programs befool Data Through data collection we will be provided with information for direct mail and Internet marketing. The total budget for this will be approximately $120,000.All information that will be collected will be available from an online database program in our website. The person in charge to manag e all the information available will be the marketing director and several assistants that work for HOLA as a marketing team. Information such as age, gender, annual income, lifestyle and email address that will be filled by our customers who buy anything online or at retail stores. Aside from general information, we will also carry customers about what influences their purchase decision such as price, quality, the concept of the brand, etc.We would want to know if our customers are buying our jewelry because they either loved our jewelry as a fashion statement, or because they were inspired by the business concept. All the information will be kept confidential at all times and only available to our marketing representatives who will manage and access everything on the database program. Data Warehouse HOLA will use the data warehouse by targeting customers through direct marketing. Our system will work in a way that the salespeople have access to important customer information as t hey prepare to make sales calls.We will make sure that our internal salespeople are able to have access to the database when a customer calls to place an order or deal with inquires and complaints from previous purchase. Direct Marketing We will implement a direct marketing campaign in order to reach our customers constantly. Our campaign will consist of two methods of direct communication e-mail and mail. We know that consumers are being reached and bombarded with direct marketing material so we will make sure that our campaign is entirely unique and creative in order to attract the mind of the viewer when looking at our direct marketing pieces.Through mail we will be sending catalogs to update our customers about our latest collections or any promotions available. Through email we will also inform our customers about similar information but with less information. We will continue to follow our objectives and themes when it comes to creativity. 47 Permission Marketing HOLA will pro vide a subscriber tab on our website in order to obtain information by asking customers for their email to see if they will allow us to send them information about our product developments and/or promotions.They can either choose to become or not to become part of the e-mail list. We will notify them that by becoming an online subscriber they will have the opportunity to donate to charity organizations and help people around the world. We also want to collect as many emails as possible in retailers and trade shows in order to attract customers aside from the online subscribers. common Shopper Program We will encourage our customers to continue to buy our products by placing continuous advertising and by inspiring them to wear beautiful jewelry for a meaningful reason.Through our advertisements we will always inform about our unique business concept as well as the several benefits from buying HOLA products. This will inspire customers to make repeat purchases because they will feel happy to make donations to charity organizations. 48 5. 3 Media Plan Our primary objective is to create brand awareness and influence consumers as they are advance a purchase decision. In order to develop successful brand awareness we will use frequency and continuity.The main goal is to establish HOLA as a high-end jewelry brand that is mainly offered to Hispanics Americans. Additionally, we want to transmit and inform future customers about our unique business concept. Jewelry is not purchased on a frequent basis. As a result, it is important for consumers to have HOLA brand in their evoked set just as they are contemplating a purchase. We will do so by placing crying ads in several medias such as television, radio, magazines, direct mail, Internet and mall. HOLA does not have to choose to utilize all media that will be listed in the following pages.They are part of this IMC plan where our purpose is to demonstrate all possibilities that will maximize frequency, reach and profita bility for HOLA. Television For Television advertising we will start to place our ads in the beginning of the year 2009. The months will be during January (launching the brand), February (Valentines Day), March (Mothers Day, several promotions will be offered. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main channels will be Telemundo, Univision and Mega TV.These three channels are mainly directed to the Hispanic market. This is why they were elect they will inform our main target about our products by placing our ads. The perfect measure will be during the morning news during the weekdays, this is the typical time were our main target (Hispanic women) are ceremonial occasion morning television while getting ready to go to work or take their kids to school. At night will also be a good time for our ads agreement because people are usually watching soap operas or news forrader going to sleep. Radio Radio advertisements will be placed in two main radio stations Romance 106. and Amor 107. 5. These two radio stations are Hispanic and they target to this specific market. Both stations have 49 as their audience Latin Americans that are constantly listening to this radio station because they feel identified with the topics, music and several programs that are offered to their audience. By utilizing this radio station we will be able to place ads in the morning drive time from 7-9 and also in the afternoon from 4-6 trying to reach once again, Hispanic women that will be either driving to work or traveling their kids to school.On the other hand, we have many employees that listen to radio during their office hours as well as people who are in transition to or from work. Magazine HOLA will place print advertisements in Level Magazine. This magazine targets the Hispanic market as well. They try to reach Latin American men and women from 25-38 years of age who earn from a medium to high house hold income. His or her main lifestyle will be someone who lies within what is new and sophisticated. This magazine fits perfectly with the target we want to reach and this is why it was chosen.Level is a publication created by and for the Hispanic and Latin American community in the USA. By introducing this brand to the Level team we were able to negotiate a special rate with the level team in order to place a full-page ad 11 times throughout the next year for a lower price than what is usually offered. Direct Mail Through direct mail we will be able to send catalogs to customers who become subscribers online as well as future customers that will be part of the client database. This will enable us to introduce our customer with new collections and designs available.Aside from the catalogs that will be sent according to the launch of new collections there will also be consumer promotions for database clients whos birthday is about to come. Internet For the Internet HOLA will place b anner ads in different websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website and consumers will start to become aware of this new jewelry line. 50 5. 3. 1 Sample Media Schedule Radio Format Hispanic Music. 07. 5 Amor MEDIA WEEKS (January) muscae volitantes/ DAY (Mon-Fri) LENGTH/ electrical distributor point DAYPART1 (6am-9am) hail/SPOT (Daytime 1) DAYPART 2 (4pm 7pm) COST/SPOT (Daytime 2) COST/ WEEK hebdomad 1 (1-7) Radio (107. 5) Week 2 (8-15) Week 3 (16-22) Week 4 (23/29) quantity 4 4 4 4 30sec 30sec 30sec 30sec 2 spot 2 vagrant 2 sight 2 descry $550 $550 $550 $550 2 spots 2 spots 2 spots 2 spots $ viosterol $500 $500 $500 $10,500 $10. 500 $10,500 $10,500 $42,000 51 6. 0 IMC Objective Two Distribution 6. 1 6. 2 Marketing Budget Distribution IMC Methodologies 6. 2. 1 Advertising Distribution 6. 2. 1. 1 Ad vertising Media Budget 6. 2. . 2 Creative Brief Distribution 6. 2. 1. 3 Advertising Design 6. 2. 2 Trade Promotion 6. 2. 3 Personal Selling Distibution Media Plan 6. 3 6. 0 IMC Objective Two Distribution Our second objective is to encourage our channel members to carry our products and to provide information about our company to potential customers. We will do so by utilizing middle to highend retailers. This is a traditional distribution channel that will be in charge of force customers into the store. The main goal is to be the seller of choice of the retailers and to increase sales volume and market share.We will use a selective distribution by selecting different geographic locations in the USA. The states will be determined according to those states where there is high concentration of Hispanics. The main retailers will be primarily Nordstroms and Macys. These retailers will give HOLA the opportunity to position itself as a high quality jewelry brand. 53 6. 1 Marketing Budg et Distribution The budget for developing distribution channel for 2010 will be a total of $552,000. As shown below in the table and graph the largest portion will be spent on trade promotions.It has been budgeted for approximately $180,000. These funds will be spent primarily on retailers that carry our products. For advertising we will utilize trade journals, direct mail and the Internet that will cost $110,000. We will also spend $100,000 on database programs and $150,000 for personal selling. Finally, for the Internet we will spend approximately $12,000. This overall budget provided below will allow us to start initial distribution and recruit channel partners. HOLA does not have to choose to spend the exact budget for distribution.This is an estimated budget where the purpose is to demonstrate all possibilities that will help achieve our main goals for distribution channels. Budget Advertising Trade Promotions Personal Selling Database Programs Internet 2010 $110,000 $180,000 $150,000 $100,000 $12,000 Total $552,000 54 6. 2 IMC Methodologies In order to develop distribution channels, we will implement advertising. Our main goal is to establish relationships with our channel members that will carry our products. We will use several tools such as trade journals, direct mail and the Internet.We will also utilize trade promotions, which will allow us to gain advantage among our competitors. Personal Selling will be an important tool used for this plan. We want to build strong relationships with those who will become our partners. We will advertise in trade journals and on websites of channel members. This will be important for attracting retailers who will be selling our products. The tools listed above will mitigate our communication between our future partners and us. It will also gives us the opportunity to increase orders from our retailers in the future. 55 6. 2. Advertising Distribution The advertising budget for our distribution channel will be divi ded into three main channels trade journals, direct mail and the Internet. Our main goal is to establish relationships and encourage our distribution partners to carry our products. Trade journals will be approximately 54% of our budget. We will purchase advertising musculus quadriceps femoris in MJSA journal. We will send out our advertisements through direct mail to our major distributors. Finally, to supplement the trade journals we will place banners ads on the Internet in trade journal sites. 56 6. 2. 1. Advertising Media Budget The advertising budget for the distribution program will be 20% of the $552,000 for Objective Two. Of the $110,000 allocated for distribution channel advertising $100,000 will go to trade journals and $75,000 will be for direct mail. With the remaining, $10,000 will be used for the Internet. Budget Trade Journals Direct Mail Internet 2010 $100,000 $75,000 $10,000 Total $110,000 57 6. 2. 1. 2 Creative Brief Distribution Objective To generate inquiries into stocking HOLA jewelry line into middle to high-end retailers in order to increase sales volume and market share.Target Audience These targets are middle to high-end retailers that sell high quality jewelry and certain fashion statements such as clothes, shoes and handbags. All these retailers are willing to know how adding HOLA jewelry line will benefit their business. Message point The primary theme is that HOLA will satisfy individuals who are looking for fine jewelry with a modern and unique design they can wear on a daily basis. For the distribution market, the theme is carried one step further to include the distributor as an important link to that customer.The Support HOLA not only sells high-end jewelry but a unique concept with the brand that wants to sell specifically to Hispanic Americans living in the USA. HOLA will be donating part of its profits to charity organizations. The Constraints There are many jewelry brands that want to sell their products to the same dis tributors. Therefore, the distributors may not want to sell more jew