Workforce Diversity an Example by

Workforce Diversity Diversity in the workplace involves a complex set of forces which influences the way the organizations operate in the current changing world. A diversified range of trends and issues is usually classified into four aspects which include; people, structure, technology and the environment in which the organization is operating on. People should work together in an organization to achieve their goals and objectives where by a certain structure is followed. Technology is also used to get the job well done; therefore there is interaction between people, structure, technology and the environment in which the organization is working on. Need essay sample on "Workforce Diversity" topic? We will write a custom essay sample specifically for you Proceed People compose the social system of the organization whereby the system consists of individuals and groups. Groups are usually forceful thus bringing by a great change in the organization. Organizations usually exists to serve people not people to serve the organizations therefore people in an organization bring about a diverse range of talents, educational backgrounds and perspectives in what they do. This diverse trends and patterns brought about by people bring challenges in the organization where the managers should be ready and prepared to adapt and work with them. Structure is the formal setup of relationships in the organization which should be practised by managers and employees. Different jobs are usually carried out in an organization to achieve the objectives of the organization and all the parties involved should be related in a structural way so that they can effectively coordinate the activities of the organization. This structural way of relationship creates a simpler form of decision-making, negotiation and cooperation. (Tsui, Egan and. OReilly, 1992) Workforce diversity is largely attributed to the concept of globalization. Globalization can be termed as the interaction of people from dissimilar cultures, social orders, and different backgrounds in carrying out assorted business practices with the intention of achieving their objectives e.g. profitability Globalization therefore has increasingly disregarded national boundaries and many firms have gone international which has also enabled workforce diversity. The authenticity and existence of the concept of globalization can be observed when patterns of diversity in workforce are considered; for example Coca Cola and BAT Companies have always employed staff from different countries apart from those who originate from the host countries where the firms are set up. The existence of integrated financial system has also enabled workforce diversity since employees of various companies can be paid with less difficulty for example the existence of common exchange rate systems. (Chatman, Polzer, Barsade and Neale, 1998) Globalization is also now intensely clear because of the way human resources migrate from one nation to another devoid of much complexity, for instance different states have relaxed their tough itinerant regulations to permit sufficient time for trading practices to be carried out thus the spread of workforce around the globe. Globalization and workforce diversity is heavily influenced by new innovations, enhanced infrastructure. Workers are now taking advantage of such technology thus the need to shift to look for greener pastures which will assist them in developing their careers since many workers like the working in challenging environments. Therefore globalization has resulted to affluence to all firms practicing the concept and the main component to it has been the presence of workforce diversity that posses different kind of skills which if combined together yield great results in terms of production purposes. More specifically development in technology together with communica tion effectiveness and enhanced global relations has contributed immensely to the endorsement of workforce diversity Diversification in structure has come by where the organizations are forced to restructure so as to reduce costs and at the same time remain competitive. Complexity in structure has also occurred where there are mergers, acquisitions and venturing in to new fields. Also companies are moving from traditional structure to team-based structure. Technology affects the way people work and its diversification allows people to do more and better work but it also restricts people in different ways thus it has its own pros and cons. The rapid change in technology for example the widespread use of internet gives firms a great pressure to maintain a great balance between technical and social systems. Organizations operate in different environments which are both internal and external .An organization doesnt exist alone, it is a part of different mergers which include other organizations, government and the society at large. Numerous diversifications in the environment gives new demands to the organization for example people expect an organization to be socially responsible and also create products which satisfy them. The quick globalization of production departments, supply of materials and marketplaces creates a great pressure which brings vibrant groups of people which affects the organizations in turn. (Weaver, 2001) There are different factors which may make an organization diversify its workforce thus effecting its operations. A company may diversify the workforce as a strategy to market it products. With the high rate of globalization the ability of a product to sell well comes from people in all forms of life and for a company to make sure that it products sell well and reach a diversified number of people, it employs people from all walks of life for special purposes. Another factor which may make a company diversify its workforce is that it may be a legal requirement by the state to do so, so that it can maintain its contracts with the government and also to avoid discrimination in employing their workers. Social responsibility can also make an organization diversify it work force so that the less advantaged in the society can benefit from that by giving them freedom to earn their living in different ways which suit themselves. Workforce diversity has its own negative impacts which include reduction of cohesion within the group, for example men working alone give a less turnover as compared to when they are working together with women, and also whites working alone bring lesser returns as compared to them working with blacks. These problems can be solved by making the employees of an organization realize the importance of diversification. It is important for organizations to embrace the workforce diversity because it creates a good environment where everyone feels appreciated and this may motivate the employees to work well and produce good results. (Argyris and Schoen, 1996) Reference Argyris, C. and Schoen, D. (1996): Organizational Learning II: - Theory Method, and Practice. Reading, Addison-Wesley Chatman, J., Polzer, T., Barsade, G. and Neale, M. (1998): Being Different yet Feeling Similar: - The Influence of Demographic Composition and Organizational Culture on Work Processes and Outcomes. Administrative Science Quarterly, Vol. 43 Tsui, A., Egan, D. and. OReilly, A. (1992): Being Different: - Relational Demography and Organizational Attachment. Administrative Science Quarterly, vol. 37 Weaver, V. J. (2001): What These CEOs and Their Companies Know About Diversity. Business Week, Sept 10, 2001, Special Section Workforce Diversity an Example by Workforce Diversity Verizon Wireless recently announced its intentions to establish its international operations particularly in the Asian region and diversify. In this light, the company hired US based marketing experts in response to this goal. The HR department only checked on the marketing skills of the candidates, but not their experiences and capabilities to relate on the various and complicated Asian cultures. Need essay sample on "Workforce Diversity" topic? We will write a custom essay sample specifically for you Proceed The major problem that the company realized later on, however, was that they lacked the workforce diversity to provide them with choices and relevant information regarding their plans to diversify and function in Asia. As most of their employees they hired were based locally, they had no idea on how to relate to Asian cultures and gain the trust of their potential clients there. The most obvious consequence resulting from the lack of knowledge of the employees of Verizon Wireless was the emergence of quarreling and bickering among their workers as they discussed their expansion plans. Quarreling and bickering scenarios were the most typical forms of misunderstandings that can be seen in among the employees of Verizon as they tackled and discussed about their plans to expand in Asia. Quarreling can be seen among workers in various job positions while bickering can be seen among workers of the same job positions. Truly, the lack of workforce diversity wreaked havoc and became disadvant ageous to Verizon. Another dilemma that Verizon faced concerning this topic was the lack of information that their workers possessed for the appreciation of Asian races and ethnicity. The lack of information regarding Asian races and ethnicities then established a selfish perspective regarding the people of the Asian minority. Sad to say, instead of making initiatives of understanding the Asian races, ethnicities and lovable aspects of the minority communities, the marketing people of Verizon chose to behave inappropriately as an obvious sign of ignorance for these people. For instance, the HR department in Verizon believed that the existence of other cultures in their working environment would illicit bad impacts which could hinder their proper functioning; this was their guideline for the hiring process which eventually proved to be a failure. As a result of this incompetence by the workforce of Verizon Wireless, various Asian expansion deals fell through. This resulted in significant financial losses for the company and dented their reputation as a powerful telecommunications company. The company also fired people who were incompetent on their fields and planned to change their HR policies. Workforce Diversity as the Answer In the case of Verizons planned expansion to Asia, workforce diversity definitely would have helped them secure those Asian deals. Despite the various dilemmas concerning workforce diversity, research studies prove that this is an essential factor of an excellent firm as well as gives positive points. What Verizon should have done was to hire an extremely diverse workforce with regards to Asian race and ethnicity which could have been very helpful as it would have given them a greater roster of highly qualified individuals that would have helped them in their Asian expansion plans. This could have also improved the chances of the company to recruit workers that are capable enough for particular organizational deficits and necessities. In this case, workforce diversity could have supported Verizon in providing a variety of helpful concepts that are critical in making informed choices. Therefore workforce diversity would have widened the companys views and improved its choices for esta blishing Asian expansion deals. Arredondo (1996) identified that the quality of choices is hugely enhanced because of workforce diversity. For organizations like Verizon who wish to function internationally, workforce diversity is an essential element. In the issue of marketability of Verizon, the objectives can be achieved if varied workers will do the marketing initiatives to other Asian societies. Moreover, using varied workers to manage some of the marketing endeavors in the company can aid in the establishment of correct global initiatives. More often than not, diversity in the workforce can aid Verizon in managing the problems of international functions (Rasmussen, 1995). The responsibility of workforce diversity should be emphasized not only due to its advantageous impacts but also due to the fact that it is a valid approach. The variance of cultures is another essential element that could have resulted to workforce diversity advantages for Verizon. In accordance to past studies, this typical phenomenon can be linked to the issue that other people have the possibilities to treat their colleagues in fair manners as opposed to individuals whom they cannot relate with culturally. This phenomenon is a result of numerous elements, including advances to interaction that cause understanding. In the situation of Verizon, the individual marketing capabilities of the marketing people they hired were given too much emphasis, but not on their experiences in working with other cultures. REFERENCES Arredondo, P, 1996. Successful Diversity Management Initiatives: A Blueprint for Planning and Implementation. Sage Publications, Inc Chemers, M, 1995. Diversity in Organizations: New Perspectives for a Changing Workplace. Sage Publications, Inc Morrison, A, 1996. The New Leaders: Leadership Diversity in America. Jossey-Bass; Reprint edition

Best Love Quotes and Inspirational Quotations

Best Love Quotes and Inspirational Quotations Sometimes even the best minds fail to come up with words that rise up to the occasion and fulfill the need of the hour. This is especially true for matters that are close to the heart. At such times quotations often come to the rescue and act as pleasant fillers. The Best Quotes About Love The following are probably the best love quotes that could save you if you are ever faced with a loss for words. Douglas YatesPeople who are sensible about love are incapable of it. Mother TeresaThe greatest science in the world; in heaven and on earth; is love. James BaldwinLove takes off masks that we fear we cannot live without and know we cannot live within. H. Jackson BrowneLove is when the other persons happiness is more important than your own. Vi PutnamThe entire sum of existence is the magic of being needed by just one person. Samuel ButlerTo live is like to love - all reason is against it, and all healthy instinct for it. Felix AdlerLove is the expansion of two natures in such fashion that each include the other, each is enriched by the other. Saint Bernard of ClairvauxWe find rest in those we love, and we provide a resting place in ourselves for those who love us. Sam KeenYou come to love not by finding the perfect person, but by seeing an imperfect person perfectly. Rainer Maria RilkeFor one human being to love another that is perhaps the most difficult of our tasks; the ultimate, the last test and proof; the work for which all other work is but preparation. Khalil GibranAnd think not you can guide the course of love. For love, if it finds you worthy, shall guide your course. George Van ValkenburgA day without love is a day without life. The Butchers WifeYoull always know when the right person walks into your life. Michael LeunigLove one another and you will be happy. Its as simple and as difficult as that.

How the McCormick Reaper Revolutionized Farming

How the McCormick Reaper Revolutionized Farming Cyrus McCormick, a blacksmith in Virginia, developed the first practical mechanical reaper to harvest grain in 1831 when he was only 22 years old. His machine, at first a local curiosity, proved to be enormously important. In the decades following McCormicks first attempts to bring mechanical aid to farm work, his invention would revolutionize farming in the United States and around the world. Early Experiments McCormicks father had earlier tried to invent a mechanical device for harvesting but gave up on it. But in the summer of 1831 the son took up the job and labored for about six weeks in the family blacksmith shop.   Confident he had worked out the tricky mechanics of the device, McCormick demonstrated it at a local gathering place, Steeles Tavern. The machine had some innovative features that would make it possible for a farmer to harvest grain faster than could ever be done by hand. As the demonstration was later described, local farmers were at first puzzled by the peculiar contraption that looked like a sled with some machinery on top of it. There was a cutting blade and spinning parts which would hold grain heads while the stalks were being cut. As McCormick began the demonstration, the machine was pulled through a wheat field behind a horse. The machinery began to move, and it was suddenly apparent that the horse pulling the device was doing all the physical work. McCormick only had to walk beside the machine and rake the wheat stalks into piles which could be bound as usual. The machine worked perfectly and McCormick was able to use it that year in the fall harvest. Business Success McCormick produced more of the machines, and at first, he only sold them to local farmers. But as word of the machines amazing functionality spread, he began selling more. He ultimately started a factory in Chicago. The McCormick Reaper revolutionized agriculture, making it possible to harvest large areas of grain much faster than could have been done by men wielding scythes. Because farmers could harvest more, they could plant more. So McCormicks invention of the reaper made the possibility of food shortages, or even famine, less likely. It was said that before McCormicks machinery changed farming forever, families would have to struggle to cut enough grain during the fall to last them until the next harvest. One farmer, highly skilled at swinging at scythe, might only be able to harvest two acres of grain in a day. With a reaper, one man with a horse could harvest large fields in a day. It was thus possible to have much larger farms, with hundreds or even thousands of acres. The earliest horse-drawn reapers made by McCormick cut the grain, which fell onto a platform so it could be raked up by a man walking alongside the machine. Later models consistently added practical features, and McCormicks farm machinery business grew steadily. By the end of the 19th century, McCormick reapers did not just cut wheat, they could also thresh it and put it into sacks, ready for storage or shipment. At the Great Exhibition of 1851 in London, McCormick exhibited his latest model. The American machine was the source of much curiosity. McCormicks reaper, during a competition held at an English farm in July 1851, outperformed a British-made reaper. When the McCormick reaper was returned to the Crystal Palace, the site of the Great Exhibition, word had spread. In the crowds attending the exhibition, the machine from America became a must-see attraction. In the 1850s McCormicks business grew as Chicago became the center of the railroads in the Midwest, and his machinery could be shipped to all parts of the country. The spread of the reapers meant that American grain production also increased. It has been noted that McCormicks farming machines may have had an impact on the Civil War, as they were more common in the North. And that meant farmhands going off to war had less impact on grain production. In the South, where hand tools were more common, the loss of farm hands to the military had much more impact. In the years following the Civil War the company founded by McCormick continued to grow. When workers at McCormicks factory struck in 1886, events surrounding the strike led to the Haymarket Riot, a watershed event in American labor history.

For or against animal testing Essay Example | Topics and Well Written Essays - 500 words

For or against animal testing - Essay Example orkshop and gave conclusions on ethical recommendations on animal experimentation and clinical studies, whereas, much as the participants would want to see the use of animals in researched phased out, it still remains as a long term goal (European Forum for Good Clinical Practice). If the practice is to stop now without alternatives in place, it would have a damaging effect on the research and development of new medicines that may save a lot of people. The fact remains that people still want safe medicines. The workshop has provided an avenue for different perspectives to be discussed. Key actors from different stand points were given an opportunity to share their opinions. A member from the European Parliament, representatives from the pharmaceutical industry, the animal protection group, the ethics committee and patients, all came to a common ground central to the ethical principles of doing no harm to the human participants and avoiding animal testing whenever possible. However, it is in this point in time that this practice cannot be avoided if we are to continue our quest for cures and better treatments. It is then the responsibility of all to make sure that certain conditions are met like avoidance of unnecessary animal testing and to make sure that alternatives to animal use are being sought (European Forum for Good Clinical Practice). It is not to say that those who are agree to animal testing, would like to see the animals suffer or be treated inhumanely. These people are just addressing a present reality that mankind for its survival, need science research to progress and that alternative to animal testing are not at the moment present. The challenge therefore, is to ensure that researchers adhere to the applicable laws, regulations and policies governing animal testing including the Animal Welfare Act and Public Health Policy for Humane Care and Use of Laboratory Animals. Further to this, the US Food and Drug Authority advocates that research

Site plan Case Study Example | Topics and Well Written Essays - 1000 words

Site plan - Case Study Example Such information can be acquired by conducting a SWOT analysis of the business in attempts to determine the strengths, weaknesses, opportunities and threats affecting the business. This work evaluates the provided plan of a proposed cupcake shop along the beach by using the SWOT Analysis. In any business, it is vital to assess the industry in order to be fully informed of the requirements. It is essential to have credible information regarding the targeted customers and their needs. The intended business has to meet and satisfy the needs of the targeted customers. If the business achieves this objective efficiently, chances of success are high. Therefore, as far as this proposed business is concerned, SWOT analysis will provide the necessary information to make the business a success. Strengths The site location’s strength is based on the demographics of the area. The demographics, according to Russ (2009) give a person the idea of the population surrounding the area. Since th e site is supposed to host a cup cake studio, the area demographics, which includes the beach, is suited for the site location. People of different age groups love the beach, and this is an opportunity to serve these people with cupcakes. The beachgoers love to relax as they enjoy themselves with their favorite snacks and beverages. Therefore, the fact that there is a cup cake shop near the beach is an advantage to the business since it is near the targeted customers. Also, because the business is located on the first building accessible from the beach is an advantage. Had the business been located in other buildings far away from the beach, proximity could have been affected. It is imperative to have a business located in a place easily accessible to customers. Easier proximity to a business plays a significant role in the growth and development of the business. When customers can easily access the business, the business is guaranteed to succeed. Furthermore, the immediate surround ing area has numerous apartments that will provide the proposed business with the required customer base for the business to

Problems Faced by Starbucks in India

Problems Faced by Starbucks in India Jump to: SWOT Analyis of Starbucks  | PEST Analysis of Starbucks Starbucks Coffee Company has gone through some major makeovers throughout its existence. Starbucks was initially a small entrepreneurial business partnership, which sold only roasted coffee beans, tea, and spices. Later on, Starbucks took on a director by the name of Howard Schultz, who had great vision for the company, but whose ideas were rejected. Schultz went on to later purchase the corporation and grow it to what we now know as one of the largest and most loved coffee chains in the country. Having expanded into several other countries, such as Canada, Japan, and China, Starbucks yearned to step foot in the Indian market and leave its footprint there. However, this invasion would not be as easy as they had hoped. Case 7: Starbucks Coffee Company Founded in 1971 by Gordon Bowker, Jerry Baldwin, and Zez Siegel, Starbucks was simply a place for consumers to purchase high quality, dark roasted, whole coffee beans. As is the coffee addiction trend, this was a popular investment for the partners. The business did very well and had expanded to five retail outlets within ten years. In 1982, Howard Schultz joined the company as the director of Retail Operations and Marketing. While on a business trip in Milan, Italy, he had an epiphany. Fresh brewed coffee was not limited to households, as Milan alone had 1,500 coffee bars. He wished to expand Starbucks to sell freshly brewed coffee as well, and to bring the coffee bar experience of Italy home to the states and to Starbucks clientele. Schultz suggestions were shot down, pushing him to leave the company and give life to his visions on his own. Having worked out many initially neglected concepts, his coffee bar, Il Giornale, became a huge success, reaching around $500,000 annual sales by mid 1987 and having attained three locations, one of which was opened in Canada. Current Situation In 2006, Schultz announced Starbucks intent to expand into the countries of Russia and India. Indias conditions for market entry were pretty favorable, and it seemed like a great time to make their move. The population is high and the majority of the population is youthful and is expected to remain youthful for years to come. It has become a place for many companies to outsource production and services, and is simply all around a great opportunity. However, there are also constraining factors for economic growth. Yet when the government announced permission, per their approval and certain restrictions, for Foreign Direct Investment in retail trade of single brand products, several chains announced their intentions to take advantage of this opportunity. Current Performance Starbucks coffee houses serviced, entertained, and provided a cultural atmosphere to over 40 million customers in its 7,600 retail locations in the United States alone. Starbucks entered markets regions at daily rates through a strategic plan that phenomenally gained success in China, Asia, and Japan becoming the leader in specialty coffee around the world. By the end of 2006 and with careful environmentally scanning through strategic measures based on the objectives, mission, and having a vision for the Starbucks brand, Starbucks entered joint ventures, partnerships, and market segments which increased its sales to over 300% reaching $103 million in 2 years; that is, from 1990 to 1992. Starbucks offers an assortment and well desired variety of premium coffee fitted to the cultures of its retail outlet locations. Despite the intense competition Starbucks next destination was to reach into the market segments of India and Russia; however, many economic, technological, political-legal, and socio-cultural factors existed. Starbucks faced constraints of encompassing the productions of its high quality premium coffee beans at the risk of distributions and control of workers well-being, and its established trade relationships. Corporate Governance . Having seen the accuracy of his visions in his own coffee bars, Schultz decided to purchase the assets, including the company name, of Starbucks when they became available for sale in 1987. He refaced his Il Giornale stores to Starbucks stores, and promised his investors growth. Schultz then began his journey to take over the world, several Starbucks locations at a time. In 1992, after seeing drastic growth over the past three years, the corporation went public, raising $29 million from their Initial Public Offering. Schultz then went on to dominate the U.S. market with the companys high quality products and services. After having taken over the market, the company began working on new products as well. Initially, Schultz refused to franchise the company name for fear that he would lose the business model he had worked so hard to build. He wanted to ensure that customers everywhere received the same quality, experience, knowledge, and service during their visit no matter what location they walked in to. Even partnerships were closely examined and evaluated before receiving approval. Corporations had to be reputable and value the Starbucks name and image if they wished to serve the brand. Current Performance. Since the inception of Starbucks after being purchased by Schultz, the corporation has been growing rapidly and successfully in North America. In 1994, the company was formed into Starbucks International, wishing to expand its footprint to other countries. The company had three goals in mind: prevent competition from gaining the lead in other countries, benefit from the high number of coffee drinkers in other populations, and build on the growing demand for Western brands. Starbucks began opening international locations in 1996. Having done their homework, Starbucks saw great opportunity in Japan, as it was a rapidly growing market for coffee, especially specialty coffee, and chose that as their first targeted location. The company continued to grow into other countries and dominate markets well into the early 2000s. Japan is the companys largest revenue source outside of North America, and the chain continues to thrive in all the countries it occupies. Strategic Posture . Starbucks has announced their intention to enter the Indian market numerous times now. In order to enter the market successfully and strongly, and with the intent to remain there for years to come, they need to find a trustworthy, competent partner. The company is still working on finding that partner, in which they can put their trust, to hold true to the Starbucks name and brand. Although the Indian market is a great opportunity, the company holds its values and business model to be more important. Starbucks has made efforts to stay green by using recycled cups, and even revamping the menu to include healthier selections. They have formed Starbucks Entertainment, are planning to publish books, and coming up with new ideas on a regular basis. Schultz is dead serious about taking his company Hollywood and beyond (Horovitz, 2006). Schultz has worked hard to build and grow his brand. Therefore, they will not partner with simply anyone. Discussion Within the industry markets that Starbucks faces is a problem reflected by the absence of empowerment and the responsibility of co-operative structures that go beyond the global supply chains engaged in shared responsibilities within poorer countries. Starbucks faced a dilemma regarding the well-being of its workers where constraints of resources, health concern, and fair trade agreements rested on the consumers buying decision to buy fair trade products. There seems to be big plans in the making for corporate conglomerates with no real social responsibilities and only strategic maneuvering; yet, Starbucks marketing mechanism was not through the media but by word of mouth which was a far reach into the homes and lives of those who consumed not just coffee or tea but Starbucks coffee. Starbucks coffee now left with its very own strategy and vision embraced by a coffee culture is threatened in a market that has to contend with its workers and its coffee producers well-being and earmark ed by threats of market-based sanctions in the form of reputational damage (MacDonald, 2007) if it failed to comply with activist demands regarding health concerns and economic governance. What are the strengths and weaknesses of Starbucks International? What are the opportunities and threats facing Starbucks? SWOT ANALYSIS Strengths #1 specialty coffee retailer 11,000 stores in 36 countries w/ 10,000 employees 40 Million customers weekly Uncompromising quality, customer service and relationships (captured social aspect of coffee) Knowledge ( advice in brewing) Sophisticated Store development (6-mo. opening schedule) Expansion strategy (20 more stores 1st 2 yrs) Took advantage of higher coffee consumption rates in other countries Used joint ventures and licenses to enter foreign marketsWeakness Product pricing Large Company (quick to expand) Weaknesses Too many stores in the same radius Cultural issues (Japan food coffee), no smoking High cost (Rent labor) No In house facilities (Roasting) Less control of stores on US soil Tea drinking countries opposed coffee Opportunities Starbucks to offer the finest coffee in the world to India within the next 18 months. Starbucks had an awesome image, more than offering fine coffee, great music, great people, a comfortable/upbeat meeting place, and sound advice on brewing at home. Made locations in high-traffic (e.g. Malls, busy street corners, and grocery stores) Starbucks strategically gained a foothold in the market it entered and quickly moved on to the next market. Starbucks became the leading player in Boston overnight Starbucks was able to build a plan to open stores daily. Threats Starbucks postponed entry into India in the face of problems in Japan and recently entered China Japan originally a tea drinking country, with a per capita consumption of coffee in 1965 of 300g/day Starbucks was opening stores too close to each other which affected their brand image Starbucks gained intense competition who took advantage by including elaborate food menus, and had separate smoking areas. Japan had high rent and cost of labor China was traditionally a tea drinking company Opportunities (continuation): Much like China, India has traditionally been a tea culture, yet a growing coffee culture is emerging, among the countrys young adults. Starbucks did joint ventures, licensing, and partnerships internationally. Joint Ventures helped to get their name out there with a reputable company already doing business there for years so they have the know-how when it comes to the customers of that region and their demands Threats (continuation): China had inadequate infrastructure, bureaucracy, regulatory and foreign investment controls, the reservation of key products for small scale industries, and high fiscal deficits constrained economic growth in India India was the largest producer and consumer of tea Starbucks faced the challenge of the increasing obesity rate in India. Starbucks was the target of consumer health groups against high-calorie and high fat products which led to obesity, heart disease and cancer What are the strategic factors facing Starbucks? PEST Analysis The strategic factors facing Starbucks is maintaining its identity while pursuing its product reach within the international markets where its premium prices for its products are served in poorer countries. Political and Legal factors:  Starbucks sought after potential joint venture partnerships in India and Russia. To prepare for the interpersonal business relationships, partnerships and future business endeavors, Starbucks sought to acquire a competitive intelligent strategy by gathering key information such as scouting locations and meeting with government officials prior to entering these markets to fully gain the additional market knowledge required for its success. Government actions impacted Starbucks as a challenge with exchange control, trade agreements, trademarks, and other foreign regulations all of which protected the working farmers and their rights. Economic Factors: The Starbucks product and service offerings allowed in Japan were twice that much in the United States and yet Starbucks incurred huge losses due to the surmounting consumption of the Japanese intake of its gourmet and premium priced coffees. In 1997 alone Starbucks opened 10 stores in prime locations; thereafter, Starbucks reined with profits from the 3.17 grams of coffee consumption per day allowing in 2002 Starbucks to open well over 360 stores. The strategy Starbucks initialized in its mission, objectives, and vision to be a success was to be the first to move to get a head start on the competition; however, analysis indicated that Starbucks cultural and high traffic locations were too close to one another and the socio-cultural aspect this affected the Starbucks brand image. Starbucks coffee entered new markets with new leadership that recognized the culture, history, and quality behind premium coffee; however, the no-smoking policy, high rent, and cost of labor in Japan posed great challenges to Starbucks. Starbucks incurred additional losses with the exchange of materials. Starbucks only offered India ground roasted premium coffee beans, Japan did not have a roasting facility; therefore, Starbucks paid additional shipping costs to allow shipment of its coffee from its roasting facility in Kent to Japan. Socioeconomical Factors: The vision imposed by Mr. Schultz, the new owner of Starbucks, no longer wanted coffee to be sold as a produce but instead wanted the Starbucks coffee to reach into the heart and soul of its consumers. The coffee consumption rates in different international markets such as in the Asian markets where coffee market is in the development stage, Starbucks faced the challenge of having to educate the market and future consumers about the quality of coffee, the experience, and the idea of coffee away from health concerns. Pricing decisions in India posed a great challenge to Starbucks due to the increase in disposable income and economic situations that affected their idea about coffee which included: Shifts in demographics and social trends such as the age of the coffee consumer. The obesity rates which have an impact on corporate responsibility programs. Competitive disadvantages over better service than Starbucks Western style. Technological factors: Maintaining the Starbucks coffee culture without impact to its foreign trade relations impacted the commerce in China many were opposed to the Starbucks culture of a Western coffee chain. In China the traditional consumption of tea was dominant over coffee and preference was made to instant coffee as opposed to the Starbucks premium fresh roasted coffee partly because coffee was mainly for sophisticated urban consumers. Does Starbucks possess a distinctive competency? If yes, does it fit the Indian market? We absolutely believe that Starbucks does possess a distinctive competency. They are the leader in high quality, dark roasted, whole Arabica coffee beans. They also offer such a large variety of flavors. Their extensive product line also appeals to the different tastes of their heterogeneous consumer base. Given that the company has expanded to encompass a lounge, creating a homey feeling, and serve food items as well, the atmosphere is very inviting and welcoming, attracting the variant crowd. The environment Starbucks locations create for the public would mesh extremely well in the Indian market. Coffee consumption in India is growing drastically, although too different likings. The current coffee bars in India provide some similar environments to that of Starbucks, and the ones which are different appear to be simple enough to where Starbucks can meet the needs of the Indian consumers, should it choose to adjust slightly. For example, there is a Garden Cafà ©, and a Cyber Cafà ©, as well as a Highway Cafà ©. If Starbucks wishes to stay competitive and can do so without hurting their current image, they can create similar cafà ©s with the same type of peaceful home away from home environment which they currently strive to achieve. However, simply due to the number of coffee shops in India, and the fact that much of the Indian population has no preference for filtered coffee over instant, it may present a difficult situation for Starbucks to remain competitive as far as pricing, quality, and overall reasons why the consumers should select their brand over the existing ones. During a company conference call on May 3, 2006, Howard Schultz wrapped up his portion of the discussion with a statement of motivation and goal declaration. Looking ahead, the ambition and the level of enthusiasm to continue to grow present us with greater opportunity than ever before. With a long growth trajectory and so much opportunity ahead, we will strive to continue to provide the highest quality products and service and protect our brand and reputation as we innovate and grow into the future (Schultz, 2006). What are the keys to success in Starbucks operating in India? For Starbucks to be successful in India they must concentrate on the home countrys food habits and especially the current and upcoming Indian beverage market. In the United States the Starbucks current menu consist of muffins, yogurts, sandwiches, paninis, cookies and cakes. Though these delicious treats are suffice to the general public from area to area here in the states, the diversity of Indias culture make it thus that dishes are distinctive from one region to another. What we do know is that spicy foods and sweet foods remained popular across the board in India as well as wheats, rice and gravy based dishes. What this means for Starbucks is that certain locations will have to make offerings that are very specific to that region as there is no one size fits all for this culture. If Starbucks were to offer dishes at its locations, they would need to have the food cooked and prepared in a way that was native to the residents. Starbucks would also need to take in account if the locations would be primarily in northern or southern India, as South Indians consume most coffee. Another key to Starbucks success is how they introduce themselves into the Indian beverage market. Similar to the food habits of Indian residents, taste and preferences for beverages is determined by your geographic location. Most Northern Indians are tea drinkers and an occasional coffee drinker; I suggest Starbucks should figure out how to convert those casual drinkers to full time coffee drinkers. The reason being is the growth of quick service chains that is continually expanding in India, in an article by The Economic Times they expressed that the quick-service restaurant market is worth $13 billion and grows roughly 25-30 percent a year and that Indias entire food service market is worth $64 billion (Starbucks, dunkin donuts, 2011). Because of this large amount of growth, Starbucks target market should be the young and the trendy. Indias population has 700 million people who are under the age of 30 which accounts for 60 percent of their population (Starbucks, dunkin donuts, 201 1). For example hometown cafes like Cafà © Coffee Day, Italian Barista and Costa are receiving positive responses from the youth and these cafà ©s are gaining popularity among their group (Mohapatra, 2010). With the consistent growth of the coffee industry at 5 to 6 percent a year (Mohapatra, 2010) I see no reason why Starbucks shouldnt be successful in India if our suggestions are followed. What products does Starbucks offer? Starbucks coffee is an expensive high premium coffee grown from Arabica beans, which accounts for approximately 10% of the total worldwide coffee purchases. The coffees are sold under the Starbucks, Seattles Best Coffee and Torrefazione Italia brands and include: Hot drinks: Venti, Grande, Tall, and Short and Cold drinks: Iced Venti, Iced Grande, Iced Tall, and Frappucino to name a few. Starbucks Coffees: Regular, Decaffeinated, Starbucks VIA (ready brew French roast), Starbucks Reserve (exotic, rare, and exquisite coffees), Coffee from mild to extra bold. Starbucks international: Starbucks Latin American, Africa Arabia, Asia Pacific, Multi-Regional, Specialty, Organic, Whole Bean, and Ground coffees, syrups, and powered blends. Starbucks Beijing offered coffee beverages, 15 varieties and blends of the finest Arabica coffee beans, fresh baked pastries and desserts. Starbucks Japan included an elaborate food menu. Starbucks offers coffee pods, filter packs, portion packs, and instant coffee products. Starbucks offers coffee gifts, gift boxes, gift packs, brewing equipment, drink-ware including espresso machines, coffee makers, coffee presses, grinders, teakettles, teapots and accessories including gift cards and delivery of its products. Starbucks stores also offered fresh pastries and sandwiches. (Japan) Are circumstances appropriate at this time for Starbucks to successfully enter into the Indian market? I believe that circumstances are appropriate for Starbucks to successfully enter into India. With a newly signed agreement with Tata and a growing young adult generation, Starbucks can have a strong impact on the coffee market in India. Starbucks remain rooted to its core beliefs and objectives if it is going to succeed in India. The agreement with Tata, a gold medal Robusta coffee producer, shows that Starbucks is not abandoning its premium and rich culture. It will continue to produce its tasteful and premium coffee to the India urban community. Indias population is also one of the youngest in the world. According to a study by 2020 the average age of an Indian person would be 29 years old. This young generation will help shift the country from a primary based tea drinking company to more of a coffee based country. This younger generation in India also has a taste for Western culture. Starbucks is a strong Western company that can have a strong impact in India.   Starbucks will face challenges with coffee competitors that have made their imprint on the Indian community. These competitors are Cafà © Coffee Day, Qwikys, and Barista. Starbucks still has competitive western advantage when compared to these other competitors. Their prices are also said to be in line with its competitors, giving Starbucks a chance to succeed.  To enter the Indian market successfully they must understand that the Indian people are focused on leading a healthy lifestyle. Starbucks high calorie, fat products will pose a challenge of successfully entering the market. With good management and a strong strategic plan, Starbucks can successfully conquer these challenges in India. The Indian market is growing and Starbucks has the culture and product to succeed. What are the 3 reasons that Starbucks International pursues international expansion? Starbucks International pursues international expansion with the sole desire to recreate the Italian coffee culture with these important variables in mind. To take on its competition early on from gaining a head start in international markets. To build upon its growing desire for the Western brands To benefit from the higher coffee consumption rates in different countries. Monitored Trends in the International Society and International Natural Environments Political-Legal: Environmental protection laws, foreign trade regulations, stability of government, attitudes towards foreign companies, tax laws, and anti-trust regulations impacts the governance and the strategies preempted by Starbucks. Economic: GDP, Inflation rates, Wage/Price controls, Disposable and discretionary income of international markets reflects consumer demands and sales. Sociocultural: Lifestyle changes, rate of family formation, growth rate of population, age distribution of population, health care, living wage, and unionization. Technological: Total industry spending for RD, focus of technology efforts, patent protection, new products, and environmental awareness standards that would allow for better management of crops, more efficient farming, reduction in cost, increase yields, and decrease environmental impact. 8b. Are each of these criteria met in the Indian Market? Yes, these 3 criteria are met in the Indian market. Since there are only three big name coffee spots in India, Starbucks is acting early before other coffee companies in North America or Europe mimic their idea of entering the Indian market. Many retail giants are entering India at this time, it is important that Starbucks enters to get a head start on the competition. By entering now Starbucks may obtain certain locations that are likely to be profitable before competitors or other retail giants acquire the space.   Since Western brands are popular among the younger generation in India, Starbucks has met this criterion in the Indian market. With one of the youngest populations in the world, the Indian market will see an increased demand for Western products by this generation. Starbucks comfortable atmosphere and it ambiance of an extended family will make coffee more beloved in the Indian market if they choose to enter. Coffee consumption has also seen a steady rise recently . In 2005 coffee consumption in India jumped to 85,000 tons. Starbucks is hopeful that this consumption will steadily increase over the years. If they enter the market now they have a strong chance of succeeding. With the increased consumption of coffee in this primarily tea-based country, the Indian market has met Starbucks International criteria of benefiting from a growing coffee consumption rate.

A Marketing Plan for The London Aquarium

This document outlines a Marketing Plan for the London Aquarium. The latter is a suitable choice for such an exercise, as it has significant untapped potential as a tourist attraction in the highly competitive environment of our famous metropolis. The Marketing Plan surveys the environment, and tries to bring all seven elements of the Marketing Mix to bear on strategy for achievement of specified objectives. The website of the London Aquarium serves as the primary source of information for this Marketing Plan. The Environment London has been a leading metropolis of the world for centuries. Its stature as the seat of the British Monarchy and of the Government is enhanced by leading positions in the worlds of finance, international trade, and tourism. The latter is most relevant for the London Aquarium, which is the object of this exercise. The vast numbers of people from all parts of the world, who visit London as tourists every year, are the most important opportunity available for the London Aquarium. The city also attracts significant numbers of domestic tourists. Future prospects are bright as London’s selection for the Olympics augurs well for a steady and growing inflow of tourist traffic. Adverse events in July 2005 have raised questions of security in London. However, city authorities and the national Government have taken a number of effective steps to contain the threat. There are many other cities in various countries that compete with London for tourist revenues and traffic. They probably pose a more business-like threat to the popularity of London as a tourist destination. The London Aquarium does not have the rich historical background of some better-known tourist attractions in the city. Neither does it have the devoted following of some of the most famous annual sports events that are held here. The London Aquarium is privately owned, and therefore subject to more severe requirements in terms of cash flows and the returns it must generate on investment. These are a few weaknesses from which it suffers, relative to other tourist attractions in London. The Aquarium has important advantages as well: the romance of aquatic life attracts virtually everyone. Diverse animal forms can attract more than one visit by each person. Local residents are also potential customers, apart from tourists. The London Aquarium has a convenient location, and is relatively easy to reach from any part of the metropolis. Objectives The Objectives of the Marketing Plan that the London Aquarium may like to consider are: 1.   Ã‚  Ã‚   To register an annual increase in the number of visitors which is not less than the change in tourist arrivals in the metropolis 2.   Ã‚  Ã‚   To increase the number of revenue lines by offering new services to visitors. 3.   Ã‚  Ã‚   To increase the awareness about the Aquarium in the public eye 4.   Ã‚  Ã‚   To improve visitor satisfaction and to respond positively to feedback and complaints 5.   Ã‚  Ã‚   To build further on the quality and diversity of aquatic forms of life in the collection of the Aquarium Strategy How can the London Aquarium use its strengths and the opportunities of the tourist market to achieve the Objectives stated above? One possible approach would be to improve the Interactive Marketing experience. There should be incentives for past visitors to record their experiences and for potential visitors to visit the Aquarium at the next opportunity. This interactive strategy can find applications in all seven elements of the marketing mix. Product Responses from visitors on the Internets lament that the London Aquarium does not offer shows. The Aquarium website does mention educational activities, group facilities, and hire of the site for private functions. The Aquarium could open its Animal Husbandry Department to the public, install digital kiosks that provide information on the exhibits and conduct seminars and workshops throughout the peak tourist season. Overall, there is scope for the Aquarium to shift focus from the tangible elements of its product, to enhancing visitor experience. Visitors should be able to stay in touch with the Aquarium: the website should provide electronic newsletters and sponsor web logs. Internet sites show that some visitors miss marine mammals at the London Aquarium. The management should consider this concrete feedback on technical grounds. Video feeds can serve as an alternative if space constraints prevent the Aquarium from keeping aquatic mammals. Promotion The London Aquarium needs to do more to spread awareness of its charms. It can copy the Euro rail example and use the international network of Travel Agents to make tickets to the site widely available. It would help if Tour Operators could have incentives to bring their clients to the Aquarium. Heathrow, Gatwick and hotels can all help to remind arriving visitors to include the Aquarium in their itineraries. Most tourists would sample fish and chips during their trips: this is another innovative medium to use to remind people to drop in at the Aquarium. Feeds from the live web cameras should be on display at or near key transit points such as Oxford Circus and King’s Cross. Such displays would help at visa offices worldwide. Big Ben and other ‘celebrity’ attractions near the Aquarium can serve as magnets to bring visitors to the Aquarium in droves. The promotion element always requires a mass media element. Television and the print media have influential roles in determining how people spend leisure time in London. The Aquarium could arrange for media coverage of its educational activities, and offer feeds from its live cameras. The promotion element should include the domestic and resident segments, apart from foreign tourists. The Aquarium can make a concerted attempt to draw in crowds from people who visit London from other parts of Great Britain, as well as from the large metropolitan population that is always on the lookout for new diversions. There is tremendous scope for the London Aquarium to promote its many attractions more extensively and persuasively. This is the single most important element on which the Aquarium can concentrate for short-term gains in the number of visitors. Price It should not cost almost $10 for a child to visit the Aquarium. The family price of $50 probably keeps many people away. The Aquarium should consider staying open beyond 6 pm in summer and aim for drastic volume growth. Pricing for large groups and for children needs review. The Aquarium can expand on its offerings of mementos to build a full-fledged retail outlet, as well as to provide for catering. It should not count on ticket sales alone for revenue. Place The basement of the County Hall is not enough for the London Aquarium to compete to its full potential. It should consider awarding franchises for independent operators to offer aquatic exhibits, using the London Aquarium’s goodwill and expertise. The Aquarium has a wealth of knowledge on habitats. It also has unparalleled genetic resources. Many services and institutions in London that depend on tourism, can spread their overheads better by offering displays, exhibits and shows, under the London Aquarium umbrella. The aspect of ticket sales covered under the promotion element earlier in this document has implications for distributions as well. Distribution, as with promotion, has high scope to improve the Aquarium’s volume of business. It can also change the nature of the enterprise, keeping the possibilities of high technology in view. The Aquarium can also benchmark its practices against famous hotel and food chains, and excel in franchise management. Such an approach will help the Aquarium leap over space constraints at its present location. People It may be that the London Aquarium depends mostly on biologists to run the enterprise. It will be useful to recruit or to outsource Services Marketing expertise. The Aquarium may also wish to engage people trained in Interactive Marketing, to provide information to visitors and to ensure that they all enjoy their visits. Operations should be seen from a marketing standpoint and not merely in technical grounds. Process Visits to the Aquarium, educational programs, private events, live web cameras, and the website are the main points of interaction between the institution and the international public. Each of these types of transactions can do with the benefit of process analysis, to strengthen Internal Marketing. Employees will need both material resources as well as emotional support to make a success of the new strategy. The process element can ensure that the Aquarium arranges for such provisions comprehensively and affordably. Physical evidence The indoor location of the Aquarium is a constraint in terms of physical evidence. The Aquarium should try to build networks with the Zoo, Botanical Gardens, and authorities responsible for the Thames, to use outdoor locations and thereby improve the physical evidence element. This matter has also been discussed under the distribution element. Conclusions The vast size of the London market for tourism leaves scope for the London Aquarium to review its marketing strategies and to plan for a bigger future. It has excellent material resources in terms of specimens and expertise. The Aquarium has kept abreast of cutting-edge digital technology, with a colorful and informative website, and with live web cameras. It can now upgrade and coordinate all seven elements of the marketing mix to provide an enriched and highly responsive experience for customers. The Aquarium should develop a Service Mission to enthuse its staff. All personnel should commit to the Marketing Plan Objectives. A pervasive determination to provide visitors with superior experiences, and to compete with other London attractions, will make a grand success of the new strategy. Works Cited About us, The London Aquarium, not dated, retrieved November 2005: < http://www.londonaquarium.co.uk/about/index.html>