Appeasement Policy- Failure free essay sample

French prime ministers in 1930s towards Germany. The aim of which was to settle international quarrels by satisfying Germany’s grievances, thereby avoid the resort to war which in other words, maintain peace. There are several reasons to why the appeasement policy was adopted. Such as, Britain and France were both suffering from economic depression and thus felt that they could not afford to spend a large expenditure on arms to combat Germany. Besides, there was a feeling that the treaty of Versailles was too harsh towards Germany and it was reasonable to reduce the policies. The appeasement policy was based on the idea that what Hitler wanted was reasonable and when his reasonable demands had been satisfied, he would stop. However it gave Hitler the confidence to demand more land, such as taking over Czechoslovakia, another step towards the Greater Germany. Later on Hitler demanded the Polish Corridor and Danzig in August 1939, which eventually resulted in war. We will write a custom essay sample on Appeasement Policy- Failure or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The appeasement policy fueled Hitlers actions to further devalue the Treaty of Versailles. Hitler broke the treaty of Versailles by sending troops to Rhineland, in addition to that Germany united with Austria which was originally banned in the Treaty of Versailles. At the same time, Germany gained time to build up their armed force and gain more military power. The policy aggravated Hitler’s ambitions and aggressions; he decided that Britain and France were unlikely ever to oppose him by force. Germany attacked Poland which at last led to WWII. If France and Britain had stood up to Germany then Hitler would not have been so bold in what he was doing. If they did not adopt the appeasement policy, they might be able to force him to back down without a fight or defeated Germany in a much shorter, less destructive war. Instead they kept giving Hitler what he wanted, hoping to appease him, which ended up Germany getting stronger and stronger until defeating her required a catastrophic war. In conclusion, the appeasement policy was not effective in maintaining peace; instead it aggravated Hitler’s confidence and aggression which in the end led to WWII.

Free Essays on Japanese Interiors

Japanese Interiors I have always been intrigued by Japanese interiors, but never knew much about the actual meaning and function of these spaces until enrolling in this class. Not only am I personally interested; I know that many future clients will share the same interest. Therefore, I wanted to study this topic more in depth so I could use this design in client’s homes in the future. When studying these interiors, not only did I get to learn about traditional furniture pieces, table presentation, and use of space, but also the means in which they are used. For example, while learning about ceramic ware, I also got to learn about the tea ceremonies in which they are used. Before this class I had an illusion of Japan. I imagined little Japanese people dressed in their colorful kimonos in their perfect and tidy little rooms in their lovely towns. This of course is only a fantasy. In reality, Japan has to not only deal with the lack of physical space, but just like the Westerners, they deal with the clutter that we see as so necessary. Vacuums, television and stereo equipment make creating a beautiful space challenging. Understanding this, it made me appreciate the way the Japanese find beauty in unexpected places. In my opinion, they have mastered the art of seeing past the unappealing and bringing out the beauty. They seek out the subtleties rather than the obvious and are enchanted by shadows. Their sense of order and their eye for shape, texture and color in affect made me pay more attention to these details in my own environment. In class we learned about â€Å"green houses† and how shoji screens, although literally paper-thin and even somewhat transparent, was a major source of privacy. We (the west) are accustomed to solid barriers. It amazing me how a simple screen can serve so many purposes. Not only do they provide privacy, they also create space. Simply placing a few shoji screens together may create an entirely ... Free Essays on Japanese Interiors Free Essays on Japanese Interiors Japanese Interiors I have always been intrigued by Japanese interiors, but never knew much about the actual meaning and function of these spaces until enrolling in this class. Not only am I personally interested; I know that many future clients will share the same interest. Therefore, I wanted to study this topic more in depth so I could use this design in client’s homes in the future. When studying these interiors, not only did I get to learn about traditional furniture pieces, table presentation, and use of space, but also the means in which they are used. For example, while learning about ceramic ware, I also got to learn about the tea ceremonies in which they are used. Before this class I had an illusion of Japan. I imagined little Japanese people dressed in their colorful kimonos in their perfect and tidy little rooms in their lovely towns. This of course is only a fantasy. In reality, Japan has to not only deal with the lack of physical space, but just like the Westerners, they deal with the clutter that we see as so necessary. Vacuums, television and stereo equipment make creating a beautiful space challenging. Understanding this, it made me appreciate the way the Japanese find beauty in unexpected places. In my opinion, they have mastered the art of seeing past the unappealing and bringing out the beauty. They seek out the subtleties rather than the obvious and are enchanted by shadows. Their sense of order and their eye for shape, texture and color in affect made me pay more attention to these details in my own environment. In class we learned about â€Å"green houses† and how shoji screens, although literally paper-thin and even somewhat transparent, was a major source of privacy. We (the west) are accustomed to solid barriers. It amazing me how a simple screen can serve so many purposes. Not only do they provide privacy, they also create space. Simply placing a few shoji screens together may create an entirely ...

Marketing Essay Example | Topics and Well Written Essays - 2500 words - 4

Marketing - Essay Example Here several different aspects of the company like, marketing tools used by the company, the issues faced in terms of the customers, control system issues faced by the company and several other elements will be discussed. Overview of Company The Hong Kong and Shanghai Banking Corporation Limited (HSBC) group is one of the most global banks and the company has been able to reach out to a wide range of markets. Most of the principal companies of the group opened over a century ago and the companies have had a wide range of achievements and also provide excellent variety. The company has differentiated its brand name and image and is recognised by the slogan of ‘The World’s Local Bank’ (HSBC, 2011). The bank is headquartered in London and is among the largest banking and financial services organisation. The company has over 8000 offices across 87 different countries and is listed on the London, Hong Kong, Paris, Bermuda and New York stock exchanges. The company cater s to a wide range of customers and serves as many as 100 million customers across the globe based on four of its main services, i.e. Performance financial services, commercial banking, Private banking and also the global banking (HSBC, 2011). Reasons for Choice The main reason to choose this bank is the international nature of the bank. Also, HSBC is among the very few banks equally famous in Europe, America as well as Africa and Asia. The company’s brand name and image that it has created allows it to become a name for every home. Also, HSBC has been extremely successful in marketing itself over the years and the bank has developed a strong brand image across the globe. Hence this is worth studying. SWOT Analysis of HSBC The table below provides a gist of the SWOT of HSBC. A detailed analysis has been included below the table Strengths Weaknesses * Strong Brand Image * Well Capitalized * Strong Market Presence * Global Presence * Excellent Marketing Strategies * Strong Perfo rmance During the economic slowdown as well * Strong use of Information Systems * Excellent Online Systems * Strong ability to stay in track with market need * Focus on different target markets * Strong and well developed marketing strategies at a global level * Although the company has performed well during the economic slowdown, higher risks and compromise of activities has been present * Large losses due to the Sub Prime Crisis * High Mortgage rates, without considering the external fall in rates * Employee Issues * Lacking strong customer care * Brand Image * Loss of the global marketing director Peter Stringham led to various confusions and chaos Opportunities Threats * The strong capitalization of the company opens various options to acquire better assets * Available capital for take over * HSBC has a strong position in the market and this can be used effectively to outperform other banks * Trusted Bank across the globe thereby giving it higher chances for better recognition w orld wide * Issues like the Sub Prime *Falling property rates leads to higher defaults from the home owners there by leaving the bank with high bad debts * Recent financial losses has impacted the customers as well as the stakeholders thereby leading to reduced trust in the bank HSBC has created a business and brand image which has been constant across the world. The company has been able to make a number of acquisitions across the globe and HSBC has been gained great success in terms of the corporate

STRATEGY ANALYSIS AND EVALUATION Essay Example | Topics and Well Written Essays - 2250 words

STRATEGY ANALYSIS AND EVALUATION - Essay Example A company can gain a competitive advantage by optimizing the coordination of the value chain to create value for services and products, which are more than what it would cost to perform value activities. Thus, a company could create additional value without necessarily having to increase costs or amount of producing these products or services. The customers then pay for the added value. Starbuck’s strategy will also be analyzed and evaluated using Porter’s generic strategy, which involve focus, differentiation, and cost leadership. Cost leadership involves pursuing reduction of costs through a firm control of overheads, sacrificing R&D, and avoiding less profitable and marginal customers. Differentiation involves coming up with a unique product in the market that could be customer service, dealer networks, and brand image. Focus involves targeting a specific group, segment, or geographic market of a product line. Starbucks today would seem to be pursuing differentiation as a generic strategy, although when it started out, its generic strategy was more the strategy of focus emphasizing more on differentiation in a specific segment of the target consumer. In this case, Porter’s generic model will analyze and evaluate the strategies that Starbucks uses in gaining a competitive advantage while Porter’s generic strategies will examine how they utilize these competitive advantages. Analysis and Evaluation of Starbuck’s Using Generic Strategy Model On top of an established strategy based on competence, which is a major contributor to the success enjoyed by Starbuck’s, the company utilizes other strategies so as to maintain a competitive advantage over its main competitors (Thompson & Arsel, 2009: p238). According to Porter, a company has at its disposal three basic strategies that it can use as leverage in its industry. These include focus, differentiation, and cost leadership. Cost leadership is a strategy that aims to produc e low cost products that are of high quality while also reducing the firm’s operational costs. However, Starbucks does not utilize this strategy since its products are high cost. A company can also use the strategy of differentiation that entails the creation of services and products that are unique. The firm’s clients then perceive these services or products as unique and an addition of value, which allows the company to charge premium prices on the services and products. Meanwhile, the focus generic strategy involves specific sections or segments of consumers and can be combined with the cost leadership or differentiation strategies (Thompson & Arsel, 2009: p239). Starbucks pursues the focus on generic strategy within their specific target client segment with added emphasis in and the combination of differentiation generic strategy. Starbucks utilizes the generic strategy of focus with a target base of consumers that is composed of educated and wealthy drinkers of co ffee that are willing to part with more money for quality customer service and products (Smith, 2011: p505). Starbucks aims at a specific and narrow portion of the coffee industry’s consumers. Therefore, Starbucks’ strategy lays focus on the segment with its services and products being especially designed to meet the wants and needs of this segment of consumer. In terms of integrating the differentiation strategy with that of focus, the firm’s brand is presented with various characteristics that are diverse. Other

Discussion- ch9 Coursework Example | Topics and Well Written Essays - 500 words

Discussion- ch9 - Coursework Example Motivation process begins with the identification of desired need. The employee, through the support of the management, engages in appropriate actions that are directing towards achieving the desired need. Realizing the need results into feelings of satisfaction and achievement hence motivation (Farrell, Geoffrey & Linda 27). The theory was formulated by Abraham Maslow in the 1943 academic paper titled A Theory of Human Motivation. The theory is illustrated in a pyramidal hierarchy model. The theory is greatly applied in employee relations and management. The physiological needs are the most important, because they ensure human survival. They include; water, clothing, food, and also shelter (Farrell, Geoffrey & Linda 21). Employees work so that they can get financial resources that will be used to achieve the physiological needs. Many employers provide housing allowance to the employees, to enable them get appropriate shelter. The security needs protect individuals from economic and also physical harm. At the workplace, economic stability is provided in form of job security and also pension plans. Employees value jobs which are stable and predication, due to the reliable remuneration. Also employers, who have an effective retirement pension plan, are favored by both current and potential employees. The e mployees will also work properly if their physical security has been adequately met. The social needs include companionship and love. Employees desire approval and also acceptance by other individuals. Employees need to engage each other at the workplace, through teams, so as to realize work goals together. This shows companionship at the workplace. The employees also have families; therefore, the family members provide adequate companionship and also a sense of belonging to the staff members. Esteem needs illustrates the desire for respect. At the workplace, the managers should respect the opinions of the employees, so as to enhance work

The Internet And Effects On Higher Education

The Internet And Effects On Higher Education The effects of internet and information technology on higher education have produced significant of reaching change in the way how university deliver education. It has become a very indispensable part of our education. We can also get any kind of information related to subject as well as learning new words and meanings. Today our education is incomplete without internet and information technology. Technology plays a very vital role in all levels of education today. Technology has made education more colourful and entertaining. In today`s world everyone needs to be able to understand and use a computer. Almost every job requires the use of some form of technology. Therefore a teacher should be using and teaching technology in every class and every subject. Many years education has been provided in classroom or on campers worldwide but there has been a change to the conventional method of classroom learning with the advancements in technology. Technology is a huge step for the education of today`s student. We can take admission in all professional courses by the internet. Internet is an immense source of information of every kind and it can be useful for us in all different studies. It has become a very useful tool in assisting many students in their education. It is a great impact on the teaching method of today and a teacher can also get a lot of information about their subjec t as well as various techniques in the teaching via the internet. It is faster and helps us in our work without any error. Over the past few years, computers have become a vastly popular house hold item. It used only for emailing, news and check for weather by via internet. In todays age internet is used in every aspect of life. Distant education is possible by the technology. Lectures and trainings can be now given through by video lectures and even technology has resulted in information of sophisticated labs through which practical education is now made possible. For example video conferencing technology is helping to make quality education accessible to rural communities and provide alternative learning environment to those who have not found success in traditional schooling. It is not important to get any study visa because by internet we can complete our study and get a foreign degree. The internet provides the opportunity for people who live anywhere in the world to get access to quality educational services from the comfort of their home. Distance learning education takes place when the teacher and students are separated from one another due to their physical location and technology is used to communicate between teachers and students. They can submit any assignment and also communicate with other cou ntries students. There are other advantages too for students to complete home studies for example fulltime working parents who need to work for a living and still can further their education from home via the internet. Also some students take a break from studying and later on in life can also complete their higher education via internet education. The internet allows you to have got to educational opportunity on your schedule and time. Online courses usually do not require particular text books because it can provide many sort of visual materials via internet. In fact text books are very expensive for students and by taking online courses it might be more cost efficient than taking conventional courses. Furthermore online education gives great opportunity those who cannot attend ordinary classes because of physical problems. Moreover online study is better when class is large. In large class interaction between the students and teacher is really rare, where teacher cannot give proper one to one attention on the students. Today many school and universities have internet on their computers to support their activities and some of them have their own websites to make the communication between students with their schools to become easier. School, collages and university can how share information which can lead to higher standards i n education and resources. Now online education is fairly new and research on it is up to date. The internet is a wonderful new tool for current generation of students. We can gain wealth of information in one place rather than the need to visit various libraries. It has become a very useful tool in assisting many students in their education. We can find lots of information related our study subjects from different websites like google, yahoo. We can use new vocalbary words in our studies. For example there is a unique chance to establish efficient and up to date system of education and training relying on the new achievement of information technology. Moreover the emerging of the global market of education is giving to materials and delivery systems. The Internet is an accessible and convenient source of information, which can be used for all types of education. Almost everywhere where a computer and a communication line we can have an Internet connection and be in touch with different source of information. In addition, the distance from the college or university cannot be an obstacle. Moreover, by Internet we would be able to learn at any time we want. In a lecture if we miss a part we can go back and review the missing part of any lecture. The Internet provides up-to-date information on a variety of classroom-related topics unavailable from other sources. The content of textbook, library, and teacher knowledge is enhanced by this new medium. We can do every research related to our study to help of the internet. We can gather all required like data. For example any student of history they do not need to go different places for his or her research while help of internet they can easily complete their research just sit one place. Use of different virtual graphics or animations in Internet can provide us an easier way to understand some complicated processes, example for what is happening in the centre of the earth, earthquake or how a protein can be synthesized inside of earth. The Down side of technology is that it can be very distracting even though students say they can multi task, which very few people can actually do their brain is not working on its full potential on the work or task at hand. Sometimes information that is provided on the internet can be false or bias and often students believe the information. The effects of internet on three major fields in life are, it has an effect on health especially psychological. It can also affect our work and education because we cannot concentrate on equally either our work or study. It can separate an individual from his real life. There are lots of features in Internet that can help us an effective and better way of learning. There is a gap for certain people and the reason for this is not everyone has easy access to the internet compared to others who live in the other parts of the world. There is a situation in certain developing countries as not all people are able to use internet or afford to use the internet due to the lack of their income level and lack of technological infrastructure. The other downside to internet study is that we cannot discuss any points face to face as interactions with other peers and the teacher are only based in classes. Sometimes students desire the immediate feedback from the teacher which they will not be able to get online whereas in class a simple homework and test problems can be resolved one by one easily with the teacher however online that option is not available. If students wish to complete online education then they dont get the opportunity enjoy the student life. A disadvantage for educators may consider this to be an information overload on the internet, With a ll of the information available to students, they may find it difficult to choose which information is most important to a topic and also when to stop looking. In addition, the validity of Internet sources varies considerably from website to website, which means students can very easily acquire inaccurate or out-dated information online. So the conclusion all this is that the internet is very accessible and convenient than our traditional style of education, as there are allot more possibilities to learn anywhere at any time and any place. Moreover, there are lots of features in Internet that can help us to develop a better understanding of different materials in which we can study. In addition, by minimising the physical distance the Internet can help other people to have opportunity for a better education and higher quality of life, no matter where. The use of internet education can ensure that anyone can at any age complete their studies or continue with the higher education without there being a barrier in life to stop them. Which would then not only better a students life moving forward but also securing their future and their familys future to?

The Role of Communication in the Animal Industry :: Animal Sciences Essays

The Role of Communication in the Animal Industry The animal industry is a growing field of interest, and in this growing field lies the value of communication. Communication plays a crucial role in Animal Science through written, oral, visual, and electronic communication. These types of communication are also useful when it comes to job searching. Dr. Brad Skaar shared with me his views on the value of communication in the discipline of Animal Science. Animal Science places a great value on communication. Dr. Skaar shared that he felt communication was very important, and since technology in the field of Animal Science is rapidly expanding he feels that an even greater emphasis is put on communication. Skaar provided the example of professionals being able to communicate the important technological lingo to users or stakeholders. In this sense I feel communicating with others in Animal Science, as well as those throughout the agricultural division is a crucial part of our lives today as technology increases. Different types of communication are used to relay messages to others throughout the field. These types of communication include written, oral, visual, and electronic styles. Dr. Skaar expressed that when it comes to means of communication, it really is dependant upon the target audience. He felt that visual communication was dramatically critical, and that most times this form of communication was left up to the advertisers. He conveyed that oral communication as well as written, are used mostly in teaching. Althoug! h they are used to explain, justify and clarify, thus being a vital part of the Animal Science discipline. Skaar did express that electronic communication was no less important than the rest, and it was becoming a bigger part in the industry. I agree with Dr. Skaar’s views on these areas of communication, and I feel that as technology evolves, a bigger emphasis will be placed upon electronic communication. When it comes to finding a job in the field of animal science, there are three main ways to go about searching. These three ways are networking, websites, and professional journals. These three methods of communicating position openings are all very different. Dr. Skaar made the remark that the primary way to locate a job would be through networking. He goes on to say, â€Å"It’s who you know.† Experience, as well as internships, are helpful and well worth the time and effort. Dr. Skaar al! so stated that websites and professional journals are currently not the most reliable sources of job finding.

Analysis of 3m Command

Executive Summary 3M Singapore controls many market leading brands in their various markets, such as Post-It ®, Scotch ® Tapes, Scotch-Brite ® and Commandâ„ ¢. In this report, we will be focusing on the brand – Commandâ„ ¢. We aim to address the problem of the erosion of Commandâ„ ¢Ã¢â‚¬â„¢s competitive advantage in its increasingly competitive industry by providing improved/new BTL strategies which Command can undertake. Based on our survey, there are 2 interesting findings which we aim to tackle through our recommendations. The first of which is that consumers could not differentiate Commandâ„ ¢ from 3M. In other words, they viewed Commandâ„ ¢Ã¢â‚¬â„¢s products as â€Å"3M hooks† rather than â€Å"Commandâ„ ¢ hooks†. This could lead to a brand dilution of 3M in the long run which is not ideal. The next is that Command’s value proposition of easy and clean removal is not fully understood by consumers. To aid Commandâ„ ¢ in targeting its consumers effectively so as to anchor its footing as the market leader, we aim to address the problem and the misconceptions consumers have. We first investigated the factors behind motivating consumers’ consumption for products in the DIY-Mounting and Fastening Industry, followed by an analysis of the effectiveness of its current BTL strategies. From our results and findings, we have divided Commandâ„ ¢Ã¢â‚¬â„¢s consumers into 2 main groups: â€Å"The Innovalist† – Creative individuals who are motivated to purchase based on aesthetics appeal, and â€Å"The Functionalist† – Individuals who are more concerned with durability than other factors. All in all, we aim to help Commandâ„ ¢ differentiate itself from its competitors so as to anchor its position as the market leader. Table of Contents 1. 0 Introduction4 1. 1 Market description4 1. 2 Products review4 1. 3 Competitive environment analysis5 2. 0 The Problem, The Issues, Our Objectives5 2. 1 Issues5 2. 2 Problem6 2. 3 Objectives6 3. 0 Methodology6 4. 0 Results & Findings8 4. 1 Problems8 4. 2 Opportunities9 4. 3 Categorisation of consumers11 4. 4 Effectiveness of current BTL strategies12 4. 4. 1 Primary Space13 4. 4. 2 Secondary space14 4. 2. 3 Print Ads14 4. 2. 4 Promoters15 4. 2. 5 POSM15 5. 0 Recommendations15 5. 1 Primary Space16 5. Secondary Space17 5. 2. 1 â€Å"The Road to Commandâ„ ¢ing Success† Project17 5. 2. 2 â€Å"Is this your room? Start Living! † or â€Å"Tidy Room, Long Living†19 5. 3 Print Ads20 5. 3. 1 â€Å"Visuality Is Key†20 5. 4 Future Plans21 6. 0 Controls & Limitations22 Appendix24 1. 0 Introduction Commandâ„ ¢, one of the brands under 3M’s consumer and office business segment, positions itself as an innovative solution for consumersâ₠¬â„¢ mounting and fastening needs and the gateway through which they are able to transform their space quickly and easily. It has successfully carved a credible name for itself by being true to its brand promise of delivering damage-free, strong hanging solutions which can be removed cleanly and also as an innovative brand through the development of its USP: Stretch Release Technology (USPT). 1. 1 Market description Commandâ„ ¢ is in the mounting and fastening industry. Its target audience is aged 25-45, with a monthly household income above S$4000. The age group comprises of young adults who would most likely be working in their first job and adults who have reached certain milestones in their careers. . 2 Products review Commandâ„ ¢ has a wide range of products under its line, ranging from the general hooks of different sizes to various types of organization products to bathroom accessories. Although products are priced at a premium, it offers consumers damage-free, strong hanging solutions which can be removed cleanly. The main differentiating factor lies in Commandâ„ ¢ Adhesive the revolutio nary USPT that combines a reusable hook with removable, water-resistant adhesive that comes completely off with the pull of a tab and does no damage to the surface in the process. . 3 Competitive Environment Analysis With the rapid advancements in technology, the cost of technology is decreasing steadily, lowering the cost of entry into the industry. Hence, Commandâ„ ¢ face increasingly level of competition from less established brands such as Shunmei, Magic Mounts ® and LEC which positions itself as cheaper alternatives of Commandâ„ ¢ products. These competitors offer consumers products similar to Commandâ„ ¢- able removes cleanly and easily-. Their imitations of Commandâ„ ¢Ã¢â‚¬â„¢s USPT and competitive pricing strategies have been eroding Commandâ„ ¢Ã¢â‚¬â„¢s competitive advantage; compromising Commandâ„ ¢Ã¢â‚¬â„¢s standing as the market leader. 2. 0 The Problem, The Issues, Our Objectives 2. 1 Issues With the new entrants and less established competitors competing head-on with Commandâ„ ¢Ã¢â‚¬â„¢s core competency-positioning themselves the in a similar way as Commandâ„ ¢ but charging at a lower price-, it will erode Commandâ„ ¢Ã¢â‚¬â„¢s competitive advantage and possibly alter consumer’s perception of Commandâ„ ¢. Figure 1 illustrates the current positioning by Commandâ„ ¢Ã¢â‚¬â„¢s close competitors. Price Quality Command Competitors Price Quality Command Competitors Figure 1 Consumers' Perception 2. 2 Problem These issues pose a problem to Commandâ„ ¢ if left unresolved – Commandâ„ ¢Ã¢â‚¬â„¢s standing as the market leader and the prestige that it enjoys will be eroded. As competitors mimic Commandâ„ ¢Ã¢â‚¬â„¢s products, it is imperative to differentiate itself further and convey to consumers about the premium product it offers. 2. 3 Objectives To ensure Commandâ„ ¢Ã¢â‚¬â„¢s continued success and position as the market leader, it is crucial to discover consumers’ motivation in purchasing wall mounting and fastening products. We would thus assess the issues and the potential problem which threatens Commandâ„ ¢Ã¢â‚¬â„¢s legacy in the industry, and tailored a marketing plan that consists of a range of innovative recommendations to aid Commandâ„ ¢ in differentiating itself and to achieve its 3 goals of informing, raising awareness and increasing adoption rate by its target group. We start by investigating the factors that motivate consumers to purchase wall mounting and fastening products. Then, we analyse the effectiveness of Commandâ„ ¢Ã¢â‚¬â„¢s current below-the-line (BTL) strategies, propose changes and recommend new BTL strategies so that we can better target the consumers. These efforts are aimed to help Commandâ„ ¢ secure its position as the market leader, making it consumers’ preferred choice and proclaiming that â€Å"Commandâ„ ¢ is different, Commandâ„ ¢ is better†. 3. 0 Methodology A combination of primary and secondary research is undertaken to understand consumers’ motivation behind purchasing wall mounting and fastening products and assessing the effectiveness of Commandâ„ ¢Ã¢â‚¬â„¢s current BTL strategies. Our primary research consists of three parts. Firstly, a survey designed to help us understand the consumers and the factors that motivate or influence them to purchase wall mounting and fastening products. This survey is aimed at Commandâ„ ¢Ã¢â‚¬â„¢s target segment of consumers. The survey is conducted via the online platform to 100 consumers using Google docs, an online tool that enables collecting and analyzing data. Secondly, in-store observations of consumers purchasing wall mounting and fastening products is used to substantiate the analysis derived from our survey. The observation last between 30 minutes to 1 hour and took place in three different locations: the central and the heartland. We use a common set of questions to guide us when we are doing these observations, helping us to better understand the processes that consumers go through and identify the motivation consumers have when making their purchase decision. The effectiveness of current BTL strategies can be inferred through observing the influence it has on consumers’ purchase behaviour. Lastly, we did a focused group interview with 2 different groups of consumers; both are couples in the mid 20s. Pair A was a couple who works as an architect and a banker, while Pair B was a couple who are an engineer and an accountant. Our secondary research includes industry reports and literature reviews to assist us in generating a marketing plan tailored to Commandâ„ ¢Ã¢â‚¬â„¢s needs. Literature reviews help us to see how current BTL strategies can be improved for it to become more effective. The industry reports will provide us with a better understanding of the recent market conditions and the competitive outlook. 4. 0 Results ; Findings . 1 Problems A) Based on our survey results, we identified that consumers are unable to relate Commandâ„ ¢Ã¢â‚¬â„¢s main characteristics to the Commandâ„ ¢ brand. Only 7% thought of Commandâ„ ¢ when â€Å"adhesive strips† and â€Å"removes cleanly† were used to describe a particular brand of hook. A significant percentage (76%) of the respondents felt that the description was on 3M. This shows that consumers are not able to dif ferentiate between 3M and the Commandâ„ ¢ brand. In fact, more than half of this 76% answered that they have never heard of Commandâ„ ¢. While this shows that 3M has been successful in establishing its credibility in the mounting and fastening market, this situation is not ideal. If there are negative reviews on any of 3M’s Fast Moving Consumer Goods (FMCG) brands, the sales of Commandâ„ ¢ would be affected as well. A good example of successful differentiation would be that of 3M Post-It ®. Consumers see the brand name as â€Å"Post-It ®Ã¢â‚¬  by 3M not â€Å"3M stickers†. B) From our observations done at DIY stores in Singapore, we have also found out that Commandâ„ ¢ shelves are not sufficiently strategically placed to capture consumers’ attention. Commandâ„ ¢ hooks are not the first hooks that consumers see when they step into the store. This is a problem as consumers tend to be more experimental towards low-involvement product, switching between brands, as the costs and risks involved are low. 4. 2 Opportunities From our analysis, we will explore the opportunities Commandâ„ ¢ can tap into. Also, we will attempt to better characterize the characteristics of the 2 groups in order to target them more effectively in our recommendations. Table 1 Consumer's Willingness to purchase Command hooks | Hook users| Non Hook Users| Willing to pay for Commandâ„ ¢| 9 (12%)| 24 (86%)| Not willing to pay| 65 (88%)| 4 (14%)| Our question posed to respondents includes listing out the various attributes of Commandâ„ ¢ hooks and asked respondents to indicate their willingness to purchase such a hook. From the table above, we infer that hook users are not willing to pay a premium price for â€Å"Commandâ„ ¢Ã¢â‚¬  hooks, while non-users are willing to. This is an ideal group for Commandâ„ ¢ to target, with the aim to convince non-hook users to start using hooks, by creating a perceived need for using hooks. Hooks are low-involvement function-based product; people are only motivated to purchase them when there is a need to. Hence, in order to increase usage of Commandâ„ ¢ products, Commandâ„ ¢ would have to introduce to consumers the various ways one can do with hooks, creating a perceived need in consumers to purchase hooks. Non-users of hooks have the misconception that hooks in general would leave stains when removed. When targeting the non-users of hooks, Commandâ„ ¢ would need to address their concerns about hooks leaving ugly stains on the wall or peals the paint off. This shows that convenience is the main attribute consumers consider when they purchase adhesive removable hooks. However, the ideal attributes consumers have in mind for hooks in general are durability and the design of the hooks- both the aesthetic aspect and the shape of the hooks-. This indicates that there is a misalignment between consumer’s ideal hook and that marketed by Commandâ„ ¢. Commandâ„ ¢ could focus on promoting its hooks based on the top 2 attributes consumer’s go for when purchasing hooks, thus positioning itself as consumer’s ideal hook. From the above graph, we identified that most people use hooks in bathrooms and kitchens. Commandâ„ ¢ has focus on conveying to consumers the use of its products in these areas, and it’s substantiated by the display seen in HomeFix at Marina Square elaborated on later. From the graph, a significant number of respondents use hooks in the living room. Commandâ„ ¢ could explore how it can further encourage the greater use of hooks in this area to increase household penetration of its products. Commandâ„ ¢ could also explore the idea of bundling Commandâ„ ¢ hooks with the successful 3M â€Å"Post-It ®Ã¢â‚¬â„¢s† to reach out to office users. In summary, the misconceptions consumers have towards mounting and fastening needs can be translated into problems to address or opportunities for Commandâ„ ¢ to tap into. 4. 3 Categorisation of consumers There are 2 main attributes- design and durability- which consumers look for in their ideal hook and this play a role in motivating their purchase of hooks. Hence, we would divide consumers into 2 main groups: Innovalist and Functionalist. Innovalist: Consumers who are looking for design and creativity when they purchase products. They desire to be different from the rest. They tend to go for products that stand out and they are willing to try new things. This group of consumers will tend to be more price inelastic. Functionalist: Consumers who are concerned about functionality when they purchase products. They are not concerned about design, but more on durability of hooks. For them, hooks are mainly used to hang things and do not serve any other purpose. This group of consumers will tend to be more price elastic. 4. 4 Effectiveness of current BTL strategies BTL strategies serve to complement the above-the-line (ATL) strategies used by Commandâ„ ¢. BTL strategies are designed to target more specifically to the target audience and to get consumers to purchase our product. The BTL strategies play a significantly crucial role in differentiating Commandâ„ ¢ from others. From our primary research, the results obtained shed light on the effectiveness of Commandâ„ ¢Ã¢â‚¬â„¢s current BTL strategies. This chart shows that Commandâ„ ¢Ã¢â‚¬â„¢s in store advertising is effective, as 74% respondents know about Commandâ„ ¢ through newspapers, magazine and whilst shopping. However, this is not a significant number and more can be done to increase the impact BTL strategies have on the target group. This chart shows that Commandâ„ ¢Ã¢â‚¬â„¢s in store advertising is effective, as 74% respondents know about Commandâ„ ¢ through newspapers, magazine and whilst shopping. However, this is not a significant number and more can be done to increase the impact BTL strategies have on the target group. Non-users of hooks are less aware of Commandâ„ ¢ compared to users of hooks. This shows that Commandâ„ ¢ is one of the top brands associated with hooks, but more can be done to increase non-user’s awareness of Commandâ„ ¢ hooks; to establish their presence in non-user’s evoked set. Non-users of hooks are less aware of Commandâ„ ¢ compared to users of hooks. This shows that Commandâ„ ¢ is one of the top brands associated with hooks, but more can be done to increase non-user’s awareness of Commandâ„ ¢ hooks; to establish their presence in non-user’s evoked set. 4. 4. 1 Primary Space For majority of the DIY stores patronized, Commandâ„ ¢ products have a whole shelf space dedicated to it and could easily be distinguished from the rest of the brands. This offers Commandâ„ ¢ a certain level of publicity when shoppers are in the store. When Commandâ„ ¢ products are placed together as a whole it is very striking and distinguishable, attracting shoppers’ attention easily. At the other stores including DIY stores, Commandâ„ ¢ products are placed at the left column, hence may not attract much of consumers’ attention in comparison to products place in the center column. General hooks classified according to different colours and shapes Different sizes: small, medium, big Bathroom accessories, kitchen General hooks classified according to different colours and shapes Different izes: small, medium, big Bathroom accessories, kitchen In stores where a shelf is not fully dedicated to Commandâ„ ¢ products, the brands were divided into the respective rows and organised accordingly in a columns as shown in the figure below. Figure 9 Figure 9 Also Commandâ„ ¢ has made use of temporary cardboard shelves, which are placed near the mounting and fastening section, as seen in HomeFix Compass Point. However, these shelves are tucked at a corner, facing into the store and can only be viewed when one is at the corner where Commandâ„ ¢ hooks are. It is not strategically placed and thus the full potential of the effectiveness of such temporary shelves are not fully maximized, thereby losing the opportunity it have in influencing consumer’s purchase decision. We took into consideration the possible space constraints faced in the store as a possible limitation of its effectiveness. 4. 4. 2 Secondary space It is observed that a more interactive advertising was used in HomeFix at Marina Square – display of a glass cabinet which illustrates how of Commandâ„ ¢ bathroom accessories can be used in the bathroom- . This cabinet is effective as it is prominent, interactive and engaging, teasing consumer out of their boundaries when purchasing a low-involvement product. Shoppers’ attention is attracted and they are more inclined to go closer to the display. Furthermore, it acts as a visual aid, creating imagery in shopper’s mind. Shoppers are encouraged to visualize themselves using Commandâ„ ¢ products at home, leading to them forming a positive bias, as they can clearly picture how Commandâ„ ¢ products can play a part in their life. When they anticipated satisfaction in using the products, the vivid imagery they had earlier would sway consumers’ in their formation of preference, influencing their purchase decision. 4. 2. 3 Print Ads During our primary research, we were not able to find many local print advertisements solely on Commandâ„ ¢. We managed to find an image of 3M’s advertisement on the front page of a â€Å"Today† newspaper and another advertisement, which had â€Å"3M† in huge font, while â€Å"Commandâ„ ¢Ã¢â‚¬  was just a small logo in the bottom right corner. In consistencies in advertisements like these have led to consumers’ confusion and the inability to differentiate between Commandâ„ ¢ hooks and ‘3M hooks’. Our recommendation would be based on overseas print advertisements by Commandâ„ ¢ and the advertisements we found on 3M and Commandâ„ ¢. 4. 2. 4 Promoters We did not notice any promoters when we conduct our primary research. Based on our secondary research, we found pictures of Commandâ„ ¢ promoters. The promoters did not have a noticeable dress code which allows them to be easily identified in the store. Promoters play an important role in creating public interest and increase product demand. They are the source of information shoppers can turn to when in doubt, helping in shopper’s decision making process. We are not able to analyze this aspect of BTL in depth due to the lack of primary research available. 4. 2. 5 POSM The use of the well known local celebrity Bryan Wong has been effective in reaching out to consumers and possibly encouraging them to be more innovative in the area of home decor. This is can be attributed to his influence in the well-received programme, the â€Å"Home Decor Survivor†, which he has co-host for the past 4 seasons. He is known for his creativity and knack for being innovative. His good reputation, and the high level of reliability and credibility he established throughout the seasons, was a convincing factor for consumers who trust his advice and choice. Furthermore, the use of his pictures on Commandâ„ ¢ in-store advertisements has influenced consumers and serves to remind them that Commandâ„ ¢ products are the best in the market. 5. 0 Recommendations These recommendations are specifically designed to target the 2 categories of consumers we have identified earlier. Using the insight gained from our results and findings about the gist of the associative networks- the linkages between the various concepts- consumers have, our recommendations are proposed with the aim to form the linkages which we want consumers to have when Commandâ„ ¢ comes to mind. We propose 3 different BTL strategies that Commandâ„ ¢ can focus on to inform, raise awareness and increase adoption rate. Table 2 Overview of 5 BTL Strategies Consumer/BTL| Primary Space| Secondary Space| POSM| Print Ad| Promoters| â€Å"Innovalist†| â€Å"Strategising Space Allocation†| â€Å"The Road To Commanding Success†| | â€Å"Visuality Is Key†| | â€Å"Functionalist†| | | | | | . 1 Primary Space Commandâ„ ¢ should occupy shelves at eye levels in outlets where it does not occupy the full shelf as research has shown that products placed at the eye levels get the most attention from shoppers though it does not help in improving the evaluation of the b rand (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young 2009). In addition, securing a larger shelf space is helpful in â€Å"increasing brand sales even when the price and location of the products remain unchanged† (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young 2009). 5. 1. â€Å"Strategizing Space Allocation† Initiative Commandâ„ ¢ should use words or attributes which Functionalists look out for in their purchases and include it in their in-store advertisements in order to capture their attention and spur them to purchase. Furthermore, Commandâ„ ¢ can explore using the temporary displays more efficiently, by strategically placing them in a manner that would attract the most attention from shoppers. Also, the design of posters found at the top of the temporary shelves can be change as consumers are currently unable to associate them with Commandâ„ ¢ when they view the posters from afar. A sample of this poster is attached in the appendix. We propose that Commandâ„ ¢ expand their shelf space, especially utilizing the eye level ranks and to craft and place its temporary shelves strategically within the space constraints faced in stores, in order to enhance its visual appeal and brand recognition among its consumers. 5. 2 Secondary Space 5. 2. 1 â€Å"The Road to Commandâ„ ¢ing Success† Project This is an interactive road show to increase level of brand awareness and engage consumers in understanding Commandâ„ ¢Ã¢â‚¬â„¢s range of products and how the USPT works. The road show targets both the Innovalists and the Functionalists through 4 activities at 2 different locations. A brief overview of the project is shown in the table below. Table 3 Overview of â€Å"The Road To Commanding Success† Project â€Å"The Road To Commandâ„ ¢ing Success†| | A| B| Venue| Central: * Outside Ngee Ann City * Inside CityLink| Heartland: * Pasir Ris * Tampines * Bedok| When| January 2011 (Before Chinese New Year); 2 weekends; 11am-9pm| Type| Stationary| Mobile (Moves from 1 location to the next)| Others| Media invited to cover event at different venues| Activities| * â€Å"What can you hang? Contest – Ongoing * â€Å"Come and organize! † Contest – Every hour * â€Å"Sketch your idea! † Contest – Ongoing * Live Advertisement (CityLink only) – Ongoing| 5. 2. 1. 1 â€Å"What can you hang? † Contest Participants will be invited onto stage to give a creative answer on what can be hang on Commandâ„ ¢ ’s hooks. Answers will be projected onto a screen on the stage. Viewers can vote for the idea they find most creative and the top 10 winners of the day will walk away with a Commandâ„ ¢ hamper (a full range of Commandâ„ ¢ hooks) either at the road show or at 3M’s office at Yishun. This aims to engage the consumers by involving them in brainstorming about what Commandâ„ ¢ hooks can offer them. In addition, this contest enables Commandâ„ ¢ to get inspirations for future design and improvements to be made to their products by finding out how consumers wish to use Commandâ„ ¢ products. 5. 2. 1. 2 â€Å"Come and organize! † contest Participants will be given a range of common household items (umbrella, keys, towel etc) and Commandâ„ ¢ hooks. They will be tasked to organize all these using Commandâ„ ¢ hooks within 5 minutes, during that time; they are allowed to make changes to the position of the hooks. Viewers will vote for the most creative organizer who will walk away with a mini Commandâ„ ¢ hamper (3 sets of different types of Commandâ„ ¢ hooks). This activity aims to instill in consumers how they can use Commandâ„ ¢Ã¢â‚¬â„¢s hooks and to demonstrate and justify Commandâ„ ¢Ã¢â‚¬â„¢s claim that its hooks can be removed easily and cleanly. 5. 2. 1. 3 â€Å"Sketch your idea! † contest Participants are invited to sketch a creative design of a hook and these designs will be updated on Commandâ„ ¢Ã¢â‚¬â„¢s website and the voting period would last 1 week following the road show. Voting would be done online and the top 10 winners will receive a Commandâ„ ¢ hamper (a full range of Commandâ„ ¢ hooks). This allow Commandâ„ ¢ to understand what the Innovalists want in terms of the aesthetics of hooks which could be a stepping stone for Commandâ„ ¢ to create hooks with new designs. More elaboration is under Future Plans. 5. 2. 1. 4. Live advertisement Commandâ„ ¢ can use the many glass casings along the walkway of CityLink and hire models to stay in the glass casings and act out their lifestyle through using hooks. For example, the actor dresses up as a student and mounts Commandâ„ ¢Ã¢â‚¬â„¢s hooks on the wall, hangs an item, removes the hook and places it at another spot etc. Commandâ„ ¢ can have 3 sets of actors and act out household, office, bathroom scenes which demonstrate how the different types of product can be used in each setting. This would be attention grabbing and interactive, serving to tease consumers about their traditional notion of a road show and at the same time enable them to form a vivid image of how the various Commandâ„ ¢ products can be used conventionally and creatively, creating the perceived need in consumers to purchase hooks. This road show project is effective as it can 1) boost product and brand recognition by 15 times compared to other forms of advertising and 2) achieves a 97% recall rate. 5. 2. 2 â€Å"Is this your room? Start Living! † or â€Å"Tidy Room, Long Living† We propose that Commandâ„ ¢ explore the use of more glass/clear display cabinets similar to that found in HomeFix at Marina Square, bringing the living room environment into the store and showing shoppers how the hooks can be used in the living room. The display would be located in a variety of places, from DIY stores to supermarkets in order to cater to the different consumer profiles who patronize the stores. This would be an effective way to influence shoppers unconsciously and introduce to them how the various Commandâ„ ¢ products can play an important part in the various areas of their homes. The use of the tagline would differ depending on which target consumers Commandâ„ ¢ is targeting. The tagline â€Å"Is this your room? Start Living! † is for Innovalists while â€Å"Tidy Room, Long Living† is for Functionalist. The design of the living room in the display cabinet would be simple, one that encapsulates the essence of a living room. The proposed layout of the display is attached in the appendices. 5. 3 Print Ads 5. 3. 1 â€Å"Visuality Is Key† Instead of using the conventional style of being information oriented, Commandâ„ ¢ should create ads that are more visually appealing by replacing words with graphics. In addition, the choice of words used is critical in distinguishing Commandâ„ ¢ from competitors’ ads. The ads should be structured in a manner that caters to the preferences of our 2 categories of consumers. Specifically words or phrases like â€Å"durable† and â€Å"ability to hold a certain weight† appeals to Functionalists. Innovalist would be attracted to products which appeals to their creativity. Thus, phrases such as â€Å"infinite possibilities† and â€Å"anything; anywhere† appeals to them. Furthermore, the size of the ads should be larger than the current ones and have a high frequency of repetition, for this would increase the level of positive attitude to the brand and the purchase intention (Chanthika Pornpitakpan 2004). However, in order to achieve effectiveness, Commandâ„ ¢ has to vary the ads in order to reinforce its position in consumers’ memory. The ads would be shown approximately every 1-2 months in order to achieve a positive reaction from readers. We have designed different ads to illustrate our point and they are included in the appendix. The location of the various advertisements is shown below. Table 4 Consumer Type| Strategy| â€Å"Innovalist†| Place ads at â€Å"arts centres† eg. Esplanade| â€Å"Functionalist†| Place ads at â€Å"populated places† eg. Bus stops, train stations| 5. 4 Future Plans Our recommendations are designed to educate consumers that Commandâ„ ¢ is superior to its competitors despite their claims to provide the same quality, using the same technology and cheaper offering. To anchor its position as the preferred choice, Commandâ„ ¢ needs to continue developing new innovative products and convey it to consumers in creative means. For the future, we propose that Commandâ„ ¢ introduce its current line of adhesive hooks in an innovative way – having varied shapes and designs and occasion specific designs-. Examples of the shapes Commandâ„ ¢ can explore are shown in the pictures below. Doing so would further differentiate Commandâ„ ¢ from its competitors and boosts its innovative brand image; it also helps to transform the need of buying hooks to a want to buy hooks. Table 4 Examples of Innovatie Hook Designs Pumpkin hooks design for Halloween| Balloon hooks design for Birthdays| â€Å"Ang Bao† hooks design for Chinese New Year| Table 5 Examples of Innovative Hook Designs Table 5 Examples of Innovative Hook Designs 6. 0 Controls & Limitations In the event of a wet weather, the road show may lose some of its attractiveness as shoppers tend to be more reserved in their participation during such situations. The road show would thus not be able to garner the attention it aims to achieve. Singapore being a tropical country, this will be unavoidable as our weather forecast may not be 100% accurate either. The risk could be limited by organizing less road show during the monsoon seasons. In print ads, we are not able to control the environment under which consumers view it. While we may have an advertisement on Commandâ„ ¢, depending on how they peruse the magazine or medium, readers may not be exposed to the ad. Hence, Commandâ„ ¢ might not be able to control the frequency at which one is exposed to its ads. Therefore, print ads will be a long-term rather than a short-term strategy. Commandâ„ ¢ must ensure that they do not waste resources by having aggressive ad campaigns, but stick to an ad every 1-2 months as stated in our recommendation. References 1. Chanthika Pornpitakpan (2004), â€Å"Cross-cultural Differences in the effect of Ad Repetition and Ad Size: Experiments with Americans, Germans and Singaporeans† Journal of Euromarketing 13(2/3), 49-83 2. Company info: http://www. wikinvest. com/stock/3M_Company_(MMM) 3. Creative hook designs: http://wildammo. com/2009/08/07/crazy-and-creative-wall-hooks/; http://freshome. com/2010/05/11/25-of-the-most-creative-wall-hook-designs/ 4. Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young (2009), â€Å"Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase†, Journal of Marketing, 73, 1-17 5. JULIE A. EDELL and RICHARD STAELIN (1983), â€Å"The Information Processing of Pictures in Print Advertisements†, JOURNAL OF CONSUMER RESEARCH, 10, 45-61 6. Kuus Oberecker, Lea M. Wakolbinger and Michaela Denk (2009) â€Å"The Effectiveness of Combining Online and Print Advertisements Is the Whole Better than the Individual Parts? †, Journal of Advertising Research, 360-372 7. LEC : http://www. lecinc. co. jp/english/pr/index. tml 8. Magic Mounts : http://www. magicmounts. com/page4. htm 9. Roadshow Information: http://www. roadshowadvertising. com Appendix Figure 11. The entire shelf space dedicated to CommandTM in HomeFix at Compass Point, SengKang Figure 11. The entire shelf space dedicated to CommandTM in HomeFix at Compass Point, SengKang Figure 12. The shelf with competitor’s products in HomeFix at Compass Point, SengKang Figure 12. The shelf with competitor’s products in HomeFix at Compass Point, SengKang Figure 14. Temporary shelf B in HomeFix at Compasss Point, SengKang Figure 14. Temporary shelf B in HomeFix at Compasss Point, SengKang Figure 13. Temporary shelf A in HomeFix at Compass Point, SengKang Figure 13. Temporary shelf A in HomeFix at Compass Point, SengKang Figure 15. The display cabinet seen in HomeFix Marina Square Figure 15. The display cabinet seen in HomeFix Marina Square Figure 16. The 3M advertisement-collaboration with Giant hypermarts- in Today newspaper Figure 16. The 3M advertisement-collaboration with Giant hypermarts- in Today newspaper Figure 17. The advertisement with 3M in huge font and Commandâ„ ¢ in smaller font. Such advertisements may confuse consumers further, especially when a significant number of consumers are not aware of Commandâ„ ¢ Figure 17. The advertisement with 3M in huge font and Commandâ„ ¢ in smaller font. Such advertisements may confuse consumers further, especially when a significant number of consumers are not aware of Commandâ„ ¢ Venues for â€Å"The Road To Commandâ„ ¢ing Success† Project Figure 18. The 3 locations of â€Å"The Road to Commanding Success† Project Figure 18. The 3 locations of â€Å"The Road to Commanding Success† Project Figure 19. The open space area outside Ngee Ann City where â€Å"The Road to Commanding Success† Project will be held Figure 19. The open space area outside Ngee Ann City where â€Å"The Road to Commanding Success† Project will be held | Item| Cost| Miscellaneous| Ngee Ann City Space Rental| $3,900| | CityLink Space Rental| $1,140| | Equipment/Logistics/Transportation| $4,600| â€Å"What can you hang? †| Prizes @ $150/set| $3,000| â€Å"Come and organize! †| Prizes @ $15/set| $300| â€Å"Sketch your idea! †| Prizes @ $150/set| $1,500| Live Advertisement| Labour @ $6/hour| $360| Total| | $14, 800| Table 6. Estimated Cost for the â€Å"The Road to Commanding Success† Project Table 6. Estimated Cost for the â€Å"The Road to Commanding Success† Project Figure 21. Example of proposed print ad A Figure 21. Example of proposed print ad A Figure 20. Example of proposed print ad B Figure 20. Example of proposed print ad B Figure 22. Transportation of road show materials for Heartlands Figure 22. Transportation of road show materials for Heartlands Our Observations The questions we used to guide us in our observations to ensure a certain level of uniformity among all the observations 1. The estimated age of the consumer. 2. Consumer’s actions in the deciding process : * Which products they picked up * What kind of hooks does the shopper intends/ considering to purchase? What did they do with the product picked- flipped it over to read the details etc- * What products were they looking at? * Was the shopper influenced by any BTL strategies used by Commandâ„ ¢? 3. How long the deciding process takes 4. Shop’s staff actions during this process, if any. 5. Observe the BTL strategies employed by Commandâ„ ¢, if any. Observation #1. L ocation: HomeFix Compass Point Date: Done on the 25th September 2010 Time spent: 1 hour Observed an approximately 30 year old Chinese lady. She went to the Commandâ„ ¢ products first and spent a reasonable amount of time there (about 10 minutes). She took up the hooks for kids, which has Walt Disney designs, at the bottom shelf and the general hooks. She walked away to the shelf displaying competitor’s products, took up the metal hook by Sellery which cost $1. 60 and kept on holding onto it while she glance at the other hooks on display. She took up the wooden hook by LEC-which requires glue for installation- and cost $2. 90. It can carry a maximum load of 3kg. She flipped to the back of the packaging to read the instructions and lingered for a while before placing the LEC back. She also took up the concrete hook by Double-G. In the end, she bought the Sellery hook. She missed the temporary display by Command 3M as her back was facing it when she was viewing the products in the shelf dedicated to Command products. No sign of metal hooks by command Observation #2. Location: Selffix D. I. Y Store, Jurong Point Date: Done on 30th September 2010 Time spent: 45 mintues I noticed two customers interested in the mounting and fastening section. The first customer knew exactly what he wanted, picked up a cheap brand costing $1. 50 and left. The hooks he purchased where a small hook that came in a set of three and had a â€Å"peal to stick† sign on it. His product awareness either showed he had strong brand awareness or was a routine buyer of hooks. The second customer was more of a first time buyer. She spent her time comparing brands, reading the information on the packaging and in the end decided to purchase a pair of large hooks. The packaging contained 3 hooks each was worth $2. 50. The consumers’ behaviour indicated that the hooks were for a particular purpose and was after a brand that could support the weight of what she needed to hang. Observation #3. Location: Harbourfront Center Date: 23 September 2010 Time spent: 30 minutes There were a total of 5 customers who purchased hooks during the 30 minutes observation. 1 of them was a female, while the rest were males. They were all wearing office wear and looked in their mid 30s. The males seemed to be in a hurry as they simply came into the store, grabbed a hook and other DIY items before making payment. Out of the 4 males, only one decided to purchase a LEC hook instead of a Commandâ„ ¢ hook. The female customer spent a little more time deciding on her hook purchase. She compared between the large and small sized Commandâ„ ¢ hook. In the end, she decided on the larger one. Survey Questions Q1. Which age range are you in? a) 25-30 b) 31-35 c) 36-40 d) 41-45 Q2. Are you a a) Male? b) Female? Q3. What is the range of your monthly HOUSEHOLD INCOME? a) Less than $4000 b) $4000 – $6000 c) $6001 – $8000 d) $8001 – $10,000 e) More than $10,000 Q4. Do you currently use hooks? a) Yes (Move on the Q5) b) No (Move on to Q8) Q5. What type of hooks do you use and why? (Choose one which best describes your reason) | Design| Durability| Convenience (Ease of removal and setting up)| Re-Usable| Don’t use this hook| Nail-On| | | | | | Adhesive (Removable)| | | | | | Adhesive (Non-removable)| | | | | | Door Hanging| | | | | | Suction| | | | | | Q6. Where do you use the hooks? | Never (Area has NONE)| Sometimes (Area has some hooks)| Always (Area has the most hooks)| Bathroom| | | | Kitchen| | | | Bedroom| | | | Living Room| | | | Office| | | | Q7. What is your ideal hook? (Move on to Q12) | Not Important at all| Somewhat Important| Neutral| Very Important| Extremely Important| Design of hook (Aesthetic)| | | | | | Design of hook (Shape)| | | | | | Ease of Use| | | | | | Re-Usability| | | | | | Durability| | | | | | Brand (Reputation)| | | | | | Price (Affordable Price)| | | | | | Q8. Why don’t you use hooks? a) I make use of other instruments b) It is not part of my lifestyle (Never considered using hooks at all) c) I need to use it, but I have not gone to purchase it d) Others: ____________________________ Q9. Would you be interested in hooks with adhesive strips that can be REMOVED CLEANLY? a) Yes b) No Q10. An ordinary hook which is not easily removable would cost between $2-$3. Would you be willing to pay $4 for a hook with an adhesive strip that removes cleanly? a) Yes b) No Q11. Have you heard of hooks sold by Commandâ„ ¢? ) Yes (Move on to Q18) b) No (Move on to Q21) Q12. Have you heard of hooks sold by Commandâ„ ¢? a) Yes (Move on to Q18) b) No (Move on to Q13) Q13. Do you currently use hooks with adhesive strips? a) Yes (Move on to Q14) b) No (Move on to Q16) Q14. What brand of hooks do you currently use? a) 3M b) Shunmei c) First Choice d) LEC e) Magic Mounts f) Bostik g) IKEA h) Others: _____________ ________ Q15. After removal, rate the extent of damage on the surface. | I do not use this brand| Non-removable| Removes while damaging paint/wallpaper| Removes cleanly| Never tried removing before| 3M| | | | | | Shunmei| | | | | | First Choice| | | | | | LEC| | | | | | Magic Mounts| | | | | | Bostik| | | | | | IKEA| | | | | | Q16. Would you be interested in hooks with adhesive strips that can be REMOVED CLEANLY? a) Yes b) No Q17. An ordinary hook which is not easily removable would cost between $2-$3. Would you be willing to pay $4 for a hook with an adhesive strip that removes cleanly? a) Yes (Move on to Q21) b) No (Move on to Q21) Q18. How did you find out about hooks by Commandâ„ ¢? a) Newspaper b) Magazines c) Friends & Family d) Internet e) Television f) While shopping g) Others: _______________________ Q19. What kind of hooks do you think are sold by Commandâ„ ¢? a) Nail-on b) Adhesive (Removable) c) Adhesive (Non-removable) d) Door hanging (hooks that ledge onto the top of doors) e) Suction f) Others: ___________________ Q20. What other products do you think are sold by Commandâ„ ¢ as well? a) Bathroom accessories b) Door stoppers c) Cord organization d) Computer games e) Furniture f) Others: ___________________ Q21. Which brand of hooks first comes to mind when ADHESIVE STRIPS are mentioned? (Choose one) a) 3M b) Shunmei c) Commandâ„ ¢ d) First Choice e) LEC f) Magic Mounts g) Bostik h) IKEA Q22. Which of the following brands of hooks first come to mind when the description â€Å"REMOVES CLEANLY† is mentioned? (Choose one) a) 3M b) Shunmei c) Commandâ„ ¢ d) First Choice e) LEC f) Magic Mounts g) Bostik h) IKEA Layout Plans for â€Å"The Road To Commanding Success† Project Stage Screen for â€Å"What can you hang? † Contest Wall for â€Å"Come and organise! † Contest Booth for â€Å"Sketch you idea! † Contest Command Products Display Booth Command Products Display Booth Booth for Command Products Booth for Command Products Booth for Command Products Command Staff/ Promoter/ Emcee 25 Meter 30 Meter Stage Screen for â€Å"What can you hang? † Contest Wall for â€Å"Come and organise! † Contest Booth for â€Å"Sketch you idea! † Contest Command Products Display Booth Command Products Display Booth Booth for Command Products Booth for Command Products Booth for Command Products Command Staff/ Promoter/ Emcee 25 Meter 30 Meter Figure 2 General Layout for Central (excluding CityLink) and Heartlands Decorations such as fake flower garlands or drapes Fake Television Set Stereo Set (hung on the wall using CommandTM hooks) Curtains 1-sitter small sofa Pictures /paintings (hung using CommandTM hooks) Table displaying Command Products Table containing Command products and household items for person to set up in the â€Å"room† 2. 5 Meter 7 Meter Decorations such as fake flower garlands or drapes Fake Television Set Stereo Set (hung on the wall using CommandTM hooks) Curtains 1-sitter small sofa Pictures /paintings (hung using CommandTM hooks) Table displaying Command Products Table containing Command products and household items for person to set up in the â€Å"room† 2. 5 Meter 7 Meter Figure 3 General Layout for CityLink 1. 1 metre 1. 1 metre 1. 1 metre 1. 1 metre Figure 4 Layout of Display Cabinet in stores Figure 4 Layout of Display Cabinet in stores Layout plan for Instore Display ——————————————– [ 1 ]. The heartlands in the West and East side of Singapore. The outlets where these observations are done were at Selffix D. I. Y Store, Jurong Point; HomeFix, Sengkang and Harbour Front Centre [ 2 ]. The exact questions we used to guide us in our observations are in the Appendix [ 3 ]. Henceforth, we would refer to this hook as â€Å"Commandâ„ ¢Ã¢â‚¬  hooks, as we would hope to draw insights from respondents’ willingness to purchase hooks exhibiting the listed attributes which Commandâ„ ¢ hooks do. We do understand that in reality, the brand of the hooks may play a role in moderating this purchase intention. [ 4 ]. Advertisements are found in the appendices. [ 5 ]. 80% of consumers are outdoors during this period of time [ 6 ]. The models would include students, housewives and working adults. This is done so as to allow shoppers to be able to relate to them better and visualize how they can use Commandâ„ ¢ products in their lives. [ 7 ]. European Outdoor Advertising Association, Zurich, Switzerland [ 8 ]. Outdoor Advertising Magazine, July 2002

A City For Promoting Sustainable Environment An Environmental Sciences Essays

A City For Promoting Sustainable Environment An Environmental Sciences Essays A City For Promoting Sustainable Environment An Environmental Sciences Essay A City For Promoting Sustainable Environment An Environmental Sciences Essay end 110 ( Beginning: www.secureproject.org ) The high energy marks did non carry through its end. The measuring informations is non available to the populace. For the H2O ingestion, the chief mark was set to entree 100 l/person/ twenty-four hours and during the period from July 2006 to July 2007, the mean ingestion was 141,9 l/person/day. Though the end was non achieved still it was better than other country while in Stockholm on mean ingestion is 200 l/ person/day ( www.secureproject.org ) . The initial ends for energy were set to 60 KWh/m2 which was updated to 100 KWh/m2 in 2005 ( Table 1 ) . Biogas merchandises, RES and reuse of waste heat coupled with energy ingestion expeditiously in edifices. About 23000 dozenss sludge treated with the production of 3,500,000 M3 biogas ( www.hammarbysjostad.se/glashusett ) . The best public presentation was achieved so far from two multifamily constructing blocks, holmen and Grynnan, where PV cells were installed in frontages, balconies and Windowss with the entire peak power 46 KW and production 32 MWh. The sum of produced energy is used to necessitate of 70 % of the energy for icebox and deep-freeze. An energy balance equation is frequently used for ciphering energy ingestion which can be implemented here Where Ein is the energy that flows in to the system, Prod is produced energy, Eout is the energy that flow out from the system and Ack is the accrued energy in the system. Local Inhabitants Influences With the increasing population and economic growing of the Hammarby Sjostad, there is an inevitable influence by the occupants of the territory. As the territory has good developed transit system including different foot way and bike lane. Private auto utilizing is non encouraged here. So about 80 % of the occupants and workers are utilizing public conveyance, bike or on pes. Thus they are playing a important function to cut down traffic burden and dodo fuel consume to guarantee the pollution free environment. The eco-friendly auto of auto pool system provides the personal demand of holding auto in pressing period. The dwellers of the metropolis is good known about the waste direction and they do their regard about screening of wastes until today and eventually to gain it ethier automatic vacuity system or manus over the risky waste to GlashusEtt waste aggregation point. Thus they are playing an of import function to cut down the energy loss for screening waste every bit good as to recycle it for bring forthing biogas. The H2O ingestion of the country is 100 to 140 l/person/day whereas otherpart of Stockholm dwellers use 200 l/person/day. The ingestion manner of H2O usage reveals about their consciousness about sustainability. The low flower system of the lavatory, rinsing machines and dish washers, air sociable lights-out is installed for eco-friendly environment comparison to those of Stockholm metropolis or other metropoliss. The imhabitants response with any acitivities or run organized for the eco-friendly environment. For illustration, in 2005 a run organized against the usage of bacteriacide triclosan, a risky substance used in toothpaste. After the run the analysis of triclosen was found with smaller sum comparison to old clip. Sustainable Urban Planning and Design Design for Sustainability At the planning and designing of the metropolis, the first precedence was given to advance sustainability of the environment without hamering the nature. The optimisation of the resources and the coordination of different energy systems with high tech sustainable engineering make its end closer and easier. Eco-design The chief focal point of the industrial ecology is sustainable development and environment by optimizing the use of natural resources. The life rhythm of the merchandises and resources and its proficient systems defines the sustainability of industrial society. The design of the edifice substructure and its building stuffs are environment friendly. Fuel cells and the edifice double-gazed facade heighten the eco-design of the edifice. Green Roofs Most of the edifices roofs are designed as green roofs covering in stonecrop or sedum workss. This particular eco design non merely brings the attractive force but besides has sustainable impacts. The workss on the roof protect drain to cloacas by adsorbing rain H2O. Vacuum system for solid waste and garbage sorting The solid domestic wastes fractions are sorted and collected through an belowground waste aggregation system. The waste is collected in the belowground room through vacuity suction, one fraction at a clip. The containers in the resistance are collected without lorries that cut down vehicle traffic in the country. It besides avoids workers to transport heavy burden. Hazardous wastes are collected in GlasshusEtt edifice. Construction stuffs All the stuffs used for the building was considered for environmental position. For illustration, the seeable stuffs for facade and on the land of the edifice, stuffs used inside the edifice shell, all the equipments and installing procedure are tested as sustainable, healthy, dry and eco-friendly merchandises. Solar panels and Cells In some of the edifices solar panel has installed to heat the H2O system of the full edifice which reduces the energy ingestion from the cardinal beginning. Some edifice is designed with the solar cells in which Sun visible radiation is harnessed and produces electric energy. A individual solar cell system consists of one square metre can supply 100 kWh/yr. This sum is tantamount to 3 square metre of family energy. Storm H2O from street Storm H2O ( rain H2O, snowmelt H2O ) from the street is collected, purified and released into Hammarby Canal. For purification sand filters and unreal filter wetland is used. Storm H2O besides infiltrated in to the land or drain to Sickla Canal, Hammarby Canal or Danvik Canal. Storm H2O Drain Channel is constructed to have rain H2O from environing houses and gardens via drainage system. This channel H2O besides enhances the beautification of the country. The H2O so runs to Basins named equiliser and eventually to the lake. Biogas All the domestic organic waste and sludge are used to bring forth biogas. Biogas is used for the cookery intent in the country and besides as fuel in eco-friendly autos and coachs. A individual family can bring forth such sum of waste stuffs that can supply sufficient sum of biogas for gas cooker. Biogas is the most environment friendly and sustainable signifier of fuel at nowadays. Communication System Hammarby Sjostad has eco friendly communicating system and energy salvaging vehicles. Private autos are non encouraged here. Well communicating system through Tvarbanan ropeway, coachs, ferry, auto pool etc has less environmental impact in the transit system cut downing traffic burden every bit good as devouring without fossil fuel. Heating and Cooling System Domestic wastes are used as energy beginning in the heat and power works which is used to go around territory warming and chilling system in Hammarby Sjostad. Ecoduct It is the most advanced and efficient solution to maintain biodiversity and ecosystem without any perturbation. In this territory two ecoducts are installed covering with flora. This two broad Bridgess connects two different side of the route in such a manner that animate beings can travel without holding job due to broad route and traffic system. Industrial Ecology Approach All the eco-friendly urban planning and design promotes the sustainability towards industrial ecology attack. Since 1917, it has been developing as an industrial country that had led to a higher pollution rate of the country including dirt, H2O and air. The whole environment became unhealthy and menace to the dwellers. After reconstructing the metropolis, until today it is one of the environment friendly sustainable metropoliss of the universe. So the design and planning has a great function to accomplish this end. The land uses converted from old brownfield sites to attractive residential countries with batch of recreational topographic points including green public infinites. The energy used in the metropolis is from the renewable fuels and biogas produced from the domestic waste. All the edifice has efficient energy ingestion. Water supply is maintained with the standard high quality with new engineering and reuse of H2O and sewerage after handling with maximal degree and released into nearby canals. The possible upper limit recycling system is introduced for the domestic wastes with the latest automatic vacuity. Transportation system of the metropolis is besides considered for the sustainable environment and less fuel ingestion rate. It has fast, attractive conveyance system including ferry, auto pools, eco-friendly auto, pes and rhythm way promoting cut down of private auto uses. All the stuffs used for the building of the edifice are healthy and environment friendly. Soil decontamination and ecoducts guarantee biodiversity of local flora and insects. Now this metropolis is regarded as the decontaminated country announced by the Stockholm s Environment and Health Administration. All these installations and sustainable development of the Hammarby Sjostad promotes the industrial ecology attack guaranting the undermentioned standards: Industrial metamorphosis Eco-design Dematerialization and decarbonisation Industrial sysmbiosis Eco-industrial park Eco-efficiency Pollution control Reuse, Recovery and Recycling Waste minimization Cleaner production and clean Technology Life rhythm and environmental impact appraisal Integrated planning, advanced eco-solutions and engineerings. Discussions To construct an environment friendly lodging undertaking it is necessary to concentrate and see many different facets that influences the environment. Hammarby Sjostad undertaking tried to convey concentration to every individual issue. It was non easy to reconstruct a extremely contaminated unplanned metropolis into a developed and wholly uncontaminted and pollution free metropolis. Hammarby Sjostad provides a alone illustration of wastrel direction and biogas production. The modern engineering of vacuity system makes easier to command waste direction and decline transporting vehicle that cut down traffic burden and fuel. The best production comes through the organic wastes bring forthing biogas which is used for cooking intent of the edifices. Combustible wastes are used to bring forth energy at Hogdalan combined heat and powerplant as a beginning of the power coevals and warming system of the territory. Private vehicle auto pool system and broad rhythm lane and foot way plays an o f import function to cut down green house gas. All the families are equipped with low blushing lavatory to cut down H2O ingestion. Hammarby Sjostad present a alone and different system to roll up storm H2O and rain H2O in the street and to handle it before let go ofing it to the lake while it is non considered in any other metropolis allowing storm H2O straight release to lake. However, all the building stuffs used for constructing up this metropolis are healthy, dry and environmentally sound. Energy ingestion process besides enhances the sustainability of the metropolis utilizing renewable energy. From the above treatment on this instance survey of Hammarby Sjostad, it can be easy recommended for constructing any sustainable metropolis to see following major standards: Eco-design for the metropolis sing environmental impacts during its whole life rhythm Eco-efficiency following maximal usage of ferenewable wer resources and making less waste and pollution Introducing industrial metamorphosis Eco-industrial park effort to cut down waste and pollution by sharing resources expeditiously collaborating with concern and local community Ensure industrial mutualism Decisions It is said that developing metropoliss ever destroy the natural environment but in the instance of Hammarby Sjostad wholly go different. Allready the metropolis is proved its achievement towards sustainability without haltering the natural environment every bit good as pollution and taint free country. The metropolis provides the best engineering with incorporate environmental solutions. Though the metropolis has long manner to turn out itself as a existent sustainable metropolis, still it can be regarded as a function theoretical account of existent estate development in industrial ecology attack.

Scarlet Letter Ambiguity Essays - English-language Films

Scarlet Letter Ambiguity Essays - English-language Films Scarlet Letter Ambiguity Ambiguity and The Scarlet Letter go better together than two people that have been happily married for 75 years. There is no exemption in Hawthornes exquisite symbolism of one of his main characters, Pearl. The Scarlet Letter A, worn by Hester Prynne, was a punishment for the immoral sin of adultery she had committed. Following Hester's act of adultery, she became pregnant with a baby girl whom she named Pearl. From the first moment that we are introduced to Pearl in Nathaniel Hawthornes novel, The Scarlet Letter, we get the sense that there is something strange and unnatural about her. Pearl acts very differently than the other people in Boston in that she seems to be much more vibrant than the others. We see this displayed in various different forms like her dress, her mood swings, her sometimes mischievous behavior, and her constant liveliness. Throughout the novel, Pearl is used by Hawthorne to symbolize many different elements, and the ambiguity come together for one significant meaning. A critic of Hawthorne states, when depth and ambiguity are much admired in writing, Hawthorne has continued to offer enough complexity and mystery to hold a wide variety of readers.(Davidson, 361) Pearl was not accepted by virtually anyone; her unavoidable seclusion was due to the sin of her mother. Pearl was always different somehow. Throughout all of this, Pearl is labeled with many symbols that are meaningful in understanding Hawthornes novel, and they will be explained in the preceding paragraphs. For one, Pearl is the living embodiment of the scarlet letter. She is the result from Hesters and Dimmesdales sins. Pearl plays one of the most crucial roles in The Scarlet Letter. Hawthorne uses Pearl as a dynamic character; she is a constant reminder to Hester of her sin. When we were first introduced to Pearl, she was immediately drawn to the Scarlet A on Hesters bosom. But the first object of which Pearl seemed to become aware was the scarlet letter on Hesters bosom! One day, as her mother stooped over the cradle, the infants eyes had been caught by the glimmering of the gold embroidery about the letter and, putting up her little hand, she grasped at it, smiling not doubtfully, but with a decided gleam. (Hawthorne, 88). Beginning when she was conceived, Pearl served as a reminder of the Scarlet A on her bosom. Hawthorne shows this symbolism various times. In Chapter 7, Pearl and Hester go to the Governors house and Pearls attire inevitably reminded the beholder of the token which Hester Prynne was doomed to wear upon her bosom. It was the scarlet letter in another form; the scarlet letter endowed with life! (Hawthorne, 93). Pearl is dressed in a scarlet dress with gold fringe exactly resembling the Scarlet A on Hesters bosom. Pearl had a natural preference to focus on the Scarlet Letter, which is show in Chapter 15. Pearl took some eel-grass, and imitated, as best as she could, on her own bosom, the decoration with which she was so familiar on her mothers. A letter, the letter A, but freshly green, instead of scarlet! (Hawthorne, 163). In this scene, Hester eventually has to deny its significance to Pearl after she constantly confronts her mother of its significance. One of the most symbolic scenes in the novel occurs in the forest as Pearl and Hester are traveling to meet Dimmesdale. Pearl remarks to Hester that the sunshine does not love you. It runs away and hides itself, because it is afraid of something on your bosom. (Hawthorne, 168). Sunshine, which can symbolize composed happiness or the approval of God and nature, rejects Hester because of her sin and the thing on her bosom. Therefore, this confirms that Pearl constantly reminds her of her sin and her punishment. In one of the most dramatic scenes in the novel, Pearl prevents Hester from escaping her sin and shame. Pearl bursts into a fit of passion and will not go to her mother until she puts the Scarlet A back on her bosom and places her hair back underneath her cap. In the one moment that Hester attempts to escape her sin, Pearl refuses to acknowledge her until she returns to the shameful mother that she has always known. Pearl is a child without guilt, with all a childs freshness and spontaneity, however to Hester is a persistent remembrance to the Scarlet A, which she must bare on her bosom. Pearl really was the Scarlet Letter, because if

Leadership and a Charismatic Leader Assignment Example | Topics and Well Written Essays - 1000 words

Leadership and a Charismatic Leader - Assignment Example Charismatic leadership delegates authority and can exert great influence on the attitude and performance of the team through their personality and charm. They use body language and facial expressions in order to appeal to the emotions of employees and persuade them in high commitment to work (Yukl, 2001). In contrast, transformational leadership is based on a specific view of the future based on passion and energy. These leaders seek to persuade and consider the feelings of persons and encourage their participation in decision making. Great enthusiasm and energy of transformational leaders inspire employees to implement new changes and new goals into practice. The ability to motivate and inspire employees is a core for the transformational leader. In order to achieve optimal goals he/she takes into account: motivation, reward, and commitment. In contrast to charismatic leaders "transformational leaders stimulate their followers' efforts "to be innovative and creative by questioning a ssumptions, reframing problems, and approaching old situations in new ways" (Stone, et al, 2004). 2. Fiedler's Least Preferred Co-worker (LPC) Theory defines three bases of leadership: relationships, power, and task. The core of this approach is to think of employees a leader works and then to score this employee on a range of scales including positive factors and negative factors. Fiedler distinguishes two types of LPC leaders: high and low leaders. It means that high LPC leaders score their employees positively while low LPC leaders see their subordinates more negatively. On these assumptions, Fiedler concludes that it is common for high LPC leaders to have positive relationships with employees and support them in achieving corporate goals while low LPC leaders do not support their subordinates putting takes and demanding the work will be done properly without personal participation. If leaders do not have good relations with employees, they can change the nature of communication with subordinates.

The City of Hong Kong Research Paper Example | Topics and Well Written Essays - 2500 words

The City of Hong Kong - Research Paper Example The city is surrounded by the South Sea of China on the south, west and east and borders Shenzhen city to the northern part over the river of Shenzhen. The 426 sq m. territory consists of Kowloon peninsula, New Territory and Hong Kong Island. Hong Kong’s land area is the 179th largest populated territory in the globe. Despite of being intensely urbanized, the city has tried to promote a green pollution free environment. Recent growing concern of public about the environment has prompted the harsh restriction of future land reclamation. The city’s environment has suffered from the increasing population as well as from the ever increasing rate of pollution (Goldcast, 167). Nearly about 80% of the smog of Hong Kong used to originate from several parts of Pearl River Delta. Population Density The population density of Hong Kong is 6782.92 as reported in the year 2010. Population density in Hong Kong is 6696.5. In terms of population, it is the largest city within China. In Hong Kong, urban agglomerations’ population of more than 1 million is 6982287.0. In terms of percentage, it is more than 100%. Raw Material, Principle Products and Industries The city is not enriched with raw materials. The territory has limited natural resources and little arable land. Therefore, the city used to import most of its raw materials and foods from other countries. The agricultural activity is not that much important to the economy of Hong Kong. The agricultural activity used to contribute just 0.1% of its total GDP. The city is the 11th major trading entity of World. Moreover, Hong Kong is world’s largest re-export sector. The city is the major and one of the leading producer and exporter of textiles, watches, toys, apparels, plastics and electrical appliances (Siu & Ku, 159). In Hong Kong, the major leading industries are financial services, Tourism, Logistics & Trading and professional & producer services. These industries are the driving force of the e conomic growth of the country under consideration. These specific industries used to provide impetus to growth of various sectors and help to generate employment. Competitive Advantage and Production of Goods The logistics and trading industries used to consolidate different production and economic activities. Moreover, it used to help the problem of unemployment. This particular industry currently has employed more than 770,000 employees. This industry significantly contributes to one quarter of the Chinese GDP. Due to the drastic change in the market demand, the trading industry is tending to provide highly value added trading and logistic services. Hong Kong is gradually developing into regional distribution centre for its highly valued products. This used to differ from the conventional role in the transporting elements such as finished and semi-finished goods. The city has superior control over the distribution system of superior valued goods. Moreover, the logistics industry o f Hong Kong has the potential to expand its regional services of trading and logistics. These are the competitive advantages of the Hong Kong trading that have strengthen the position of Hong Kong as the logistical hub. It has been discussed earlier that Hong Kong is not enriched highly with natural resources and raw materials. The city is famous for the apparel and textile goods, toys and electronic appliances. Currently the city has increased its import activities of these goods. It is