Callaway Golf Canada Free Essays

| Callaway Golf Canada: The Mobile Performance Team| Case Study| | | | Jamie Merrimen 100117777 October 12, 2012 Business 1703 D1 Dr. Conor Vibert | Problem Statement Wayne Mallette is the director of performance management for Callaway Golf Canada, the world`s largest golf club manufacturer. In 2004, Mallette launched the Mobile Performance Team (MPT), a team of 20 consultants who demonstrate the Callaway equipment line as well as measuring customers for custom equipment at private golf courses during the golf season. We will write a custom essay sample on Callaway Golf Canada or any similar topic only for you Order Now Mallette has been asked by Callaway Canada`s managing director to design a plan for the approaching 2008 golf season to make sure that Callaway Canada will stay ahead of its competitors. Mallette is faced with multiple choices for possible improvement, or the option to continue with the current operations. Important Facts * The golf manufacturing market is highly competitive. It is important for Callaway Golf Canada to stay ahead of the competition in order for them to keep their reputation and status, as well as increasing their sales. After the success of Callaway Golf`s Mobile Performance Team, other golf manufacturers are likely to follow lead and provide more service to their customers. * Callaway Golf philosophy states that the company intends to give more golfers more opportunities, by designing, creating, building, and selling the best golf clubs. Callaway Golf also believes that by making golf more enjoyable for the average golfer, the game of golf will grow. * In early 2008 , Callaway Golf was the largest golf club manufacturer in the world. Golf equipment products have a life cycle of about two years, resulting in pressure on companies to release successful new products every year. Failure to release successful new products will result in poor sales in the current year, as well as future sales by hurting the company’s reputation. * Companies in the industry used two strategies: focusing resources on research and development to develop new, innovative products; or focusing resources on securing endorsements from professional golfers on tours, which led to an increase in sales from exposure. Callaway preferred to maintain a small amount of endorsements with high-profile players, while investing and focusing more on research and development. * From 2005 to 2007, nearly 65% of Callaway’s sales occurred during the first half of the year. * Callaway’s customers are players from every ability level and a wide range of socioeconomic groups. * Small golf specialty stores were the Callaway’s biggest customer. Other customers included sporting goods retailers, mass merchants, golf retailers, and pro shops. * The United States Golf Association began to institute policies limiting manufacturer innovation. This leaves manufacturers struggling to find different ways to compete. Other firms had cut prices as a way of competing, which resulted in a loss of margins across the industry. Firms were also focusing more on securing endorsements with tour professionals. * The goal of the MPT is to maximize the performance of each individual golfer, not to maximize Callaway’s sales, even if it means recommending a competitor’s product. * The MPT program costs about $500,000 annually. * Callaway has a sales conversion of about 75% from custom fitting sessions. Alternative Solutions 1) Mallette has many different ideas on how to improve Callaway’s sales. His first option is to leave the MPT program unchanged; as it has been so successful he does not want to jinx it by changing something that could potentially decrease profit for Callaway’s Golf. 2) Callaway Golf does not currently require their mobile performance consultants (MPCs) to be professionally certified. If the MPCs were to be professionally certified, they would not only be able to give a hybrid service of custom fitting, but they would also be authorized to provide official lessons. This would add greater value to the private fitting and consultations if there were to be a private lesson included. Having a professional on site would increase the credibility and effectiveness of the consultations. An inconvenience in this plan is that `to become certified in Canada, an individual must work a minimum of 35 hours per week under a head professional and pass a playing ability test (Jackman, Brett (2008) Callaway Golf Canada. Ivey Cases page 9). 3) Mallette also is considering pairing the MPCs up with professional staff at the club the MPC is working at. This would have the same benefit of having professionally certified MPCs, but there wouldn`t be the one-on-one aspect that many club members enjoy and value. On the contrary, club members may be comforted by having a member of their club`s professional staff present, it may lead the club member to trust Callaway Golf and the MPC more. It would also be beneficial as the club member could consult the club`s staff member if they had any more questions after the MPC had left. The inconvenience in this scenario is that Callaway would have to pay the club staff member as well as the MPC. 4) Another option would be to update the equipment that Callaway Golf MPC`s use during their consultations. They currently are using Accusport Vector machines that are in fine working condition, but the newest model has just been launched, the Vector Pro monitor which would be useful for the golf professionals during lessons as it incorporates video swing analysis into the fitting process. This may also add value to the consultations. The downside to this solution is that each monitor would cost $3,500, as well as bringing all 20 MPCs to the head office for a training day at the expense of Callaway Golf. 5) There is currently only one MPC per territory in Canada. There is an average of 30 different accounts in each territory, and Mallette believes that hiring more MPCs would be beneficial in by being able to give more attention to each account. Mallette says that by doubling the amount of MPCs, the amount of service provided would be doubled. This means that the cost of the MPT program would be doubled as well, considering training and wage expenses. Most fitting days are scheduled for four hours; typically, each golf club currently has one fitting day per month, as there is insufficient demand to require more (Jackman, Brett (2008) Callaway Golf Canada. Ivey Cases page 8). This leads to the fact that there is insufficient demand for Callaway Golf to hire more MPCs. 6) Callaway Golf is focused on working with their current accounts, which are mainly private clubs. If they were to work more closely with public clubs across the country by bringing them MPT program, more sales could potentially be made. This option would only be realistic if more MPCs were hired, as there are many public clubs across the country and the MPT wouldn’t be as successful if they started neglecting their current accounts. Decision Criteria Profitability: Choosing to leave the MTP program the same would result in Callaway Golf`s net income for 2008 to slightly decline or slightly increase. There wouldn`t be much change seeing as there was no change to the MTP program. The cause of decrease would come from the possibility of Callaway`s competitors launching a program similar to the MTP, causing Callaway`s to experience fewer sales. The increase could happen if the competitors programs weren`t a success. Changing the hiring requirements for MTCs would result in a loss of time and money in order to train current employees, or hire professionally certified employees and train them to be MTPs. Since having professionally certified employees would add value to the consultations, Callaway could increase their prices. It isn`t clear if this would generate more income in the end result. This solution would benefit only members of private clubs where the consultations are held, and public club members may start opting for cheaper products if Callaway’s increases its prices, which would lead to lower sales. Pairing MTCs with club staff would cost Callaway more in wages expense. It may result in more sales since customers would feel more comfortable with a club staff member, therefore more willing to trust Callaway Golf and buy their product, resulting in more sales. This solution would benefit only members of private clubs where the consultations are held, and public club members may start opting for cheaper products if Callaway’s increases its prices, which would lead to lower sales. Updating equipment would cost both the equipment price, and the price of training all current MTCs. This would also add more value to the consultations, which would lead to an increase in price of Callaway’s products, which may or may not lead to an increase in long term income. This solution would benefit only members of private clubs where the consultations are held, and public club members may start opting for cheaper products if Callaway’s increases its prices, which would lead to lower sales. Hiring 20 more MPCs would not be beneficial for Callaway Golf, seeing as there is not enough demand. This would lead to a loss in profit since the extra profit would not be sufficient to cover the extra wage expense. Hiring more MPCs to do consultations at public clubs would lead to an increase in sales for Callaway Golf. Looking at how much the net income increased after launching the MTP program in private clubs, it seems it would be beneficial to launch the program in public clubs as well. There are many more public clubs across Canada, so the sales made at all of these clubs would be greater than the wages expense for the new employees. Customer Satisfaction: Leaving the MTP program unchanged would result in the customer satisfaction rate leveling off and eventually declining s competitors improved their programs. Changing hiring requirements to include only professionally certified employees would increase customer satisfaction since there would be more value added to consultations, although this would lead to a price increase which could decrease the customer satisfaction rate if the price increase were too high. Pairing MTCs with club staff would have the same result as hiring only professionally certified staff, although customer satisfaction would likely increase since customers would be more comfortable with a member of the club’s staff. Updating equipment would also increase customer satisfaction because it would be adding value to the consultations. The product price increase may decrease the satisfaction rate. Hiring 20 more MPCs would only lead to customer satisfaction if they were introduced into public clubs. The public club members would likely be very happy to have a private consultation, which leads to a higher rate of customer satisfaction. If 20 more MPCs were hired only to work in private clubs, the unique value of consultations would go down, causing fewer sales and more employees with nothing to do. Recommendation Based on the decision criteria, the best choice for Wayne Mallette to ensure that Callaway Golf Canada stays one step ahead of their competition is to hire more MTCs to work in public clubs. This is the best choice because both profitability and customer satisfaction would increase. It would also assure customers that Callaway Golf is not only a company for intense golf players, but for average players just like the Callaway Golf philosophy states. Starting consultations in public clubs would build Callaway’s reputation even more, increase sales and profit, and customer satisfaction. This is the best case scenario for Mallette to choose. How to cite Callaway Golf Canada, Essay examples

Rugby Football League Performance Indicator Management

Question: Describe about the Rugby Football League for Performance Indicator Management. Answer: Introduction Rugby football league is a contact sport played by two teams at the same time each time comprising of thirteen members in a rectangular field. Rugby league originated from England in 1895 as a split from rugby football union, the division of the rugby union was as result of payment to the players. According to research that was conducted in the United States of America, rugby league is considered as the toughest, demanding and most physical game in the entire sports world. In rugby, for one to make a score, one has to carry the ball and touch it to the ground on the opponents goal line (Collins, 1998). The opponents teams duty prevents the other team from scoring by tackling the player with the ball in order to get the ball and take back to the other goal. Every try that a team makes if followed by a conversion of which if it is converted successfully then the team gets additional more points. Rugby league like any other sport has got key performance indicators. A try in the national luge rugby is considered as a performance indicator for the whole team rather than a single player. For a try to be counted, the whole team usually pulls the resources together. It takes one pass from tone player to the other as the move from the side of their team to the other end of the opponents side till their touch the ball on the scoring line. Considering the fact that it takes the all the teams effort to move the ball from one side to the other, a try is considered as a performance indicator. If the try could be initiated without the involvement of other team players, then it wouldnt be considered as a performance indicator. The technical ability of a team is considered as a performance indicator in the rugby union. The ability of a team to retain passion of the ball from the opponents side acts a very clear distinction of the team winning as compared to the other team that only possess the ball for a short duration of time. The patterns of play by the players in the field serves as a technical indicator of the rugby union (Mike Hughes, 2011). The skills that are needed for each playing position in the rugby game are unique, and both add value to the overall team performance. Each player has to possess a given set of skills depending on the position that that player is playing in the field. If a player is allocated in a position which he/she does not possess the skill of that position, the whole game of the team could be ruined due to the fact of that one player not performing as per the expectation of that position. Individual behavior of a player acts as a performance indicator in the rugby game. Players who are flexible and have got speed are best suited for specific positions and roles of the team. Players who are well body built are also functional in different positions of the game. Exercise tests that are carried out by the coaches to the team members are also used as performance indicators of the individual team members. For one to be considered as fit to perform a given sport, there are exercised that are standard that he/she should be able to play in order to be selected. The exercise includes the number of sets that one performs, intensity and the reps (admin, 2014 ). The gain line success rate is a critical indicator of the performance of rugby. The number of times one team gets to cross the scoring line without being attacked clearly shows the ability of the team to win as compared to the other team that is constantly being attacked by the opponent. When a game is in motion, the team players have to coordinate in order to successful play the game and attain winning position (Mora, 2015). This combination creates team dynamics which is an essential component in indicating if a team will win, or the team will lose. A coach has to ensure that he/she has the best combination of players in the field who will reduce the number of team faults and work together through the strategies. The factors that are to be considered while facing team dynamics are the successful passes that the team makes, turnovers and overall ball possession. Conclusion For a team to be successful in registering wins all the time they go into a game, they have to factor in the items that will enable them to win which are the performance indicators. References admin. (2014 , October 29). Rugby League performance indicators how . Retrieved from Pro training programes: https://www.protrainingprograms.com/blog/rugby-league-performance-indicators-how-do-you-compare-to-the-pros Collins, T. (1998). Rugby's great split. United Kingdom: Psychology Press. Mike Hughes, M. D. (2011). Performance indicators in rugby union. JOURNAL OF HUMAN SPORT EXERCISE , 390-400. Mora, A. (2015, April 24). KPIs in sports: performance measurement at its peak. Retrieved from PERFORMANCE MAGAZINE: https://www.performancemagazine.org/kpis-in-sports-performance-measurement-at-its-peak/

Impact on Acedemic Performance free essay sample

It’s eight o’clock on a Tuesday night. Dance is just ending. I think about checking my phone to see if I have a message from Mitchell, the guy I really like. The instructor dismisses us and the text from him is angry. Great we’re in a fight. Normal sophomore drama. Walking out to the car, my mom asks if anything is bothering me. â€Å"No. Everything’s fine. Can we get Arby’s?† I say, trying not to cry. As I un-wrap my Beef ‘n Cheddar, my phone goes off. Please don’t let it be him yelling at me. I’m shocked to see it’s a text from my friend. â€Å"Is Mrs. Fischer alright? Elise has a Facebook status saying she loves her?† I ask my mom about it. They have been really close for years. And my mom says, â€Å"Yeah she’s fine. I just talked to her yesterday. We will write a custom essay sample on Impact on Acedemic Performance or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I should give her a call when we get home.† I walk through the door, give my dad his food, and my mom goes on the computer. The phone rings. At that moment I knew things aren’t okay with Mrs. Fischer. My mom walks into the kitchen she picks up the phone. She screams and drops the papers she was carrying. As she was crying, I hear her say into the phone, â€Å"No. That can’t be true! I just talked to her yesterday. No.† By then I knew what happened. My mom, still on the phone, says the words that shook me. â€Å"She killed herself.† Emotions run through my head; sadness, anger, frightened. At this point, the fight I am having with Mitchell no longer matters. I start dialing the number of Mrs. Fischer’s youngest daughter. Voicemail. I have been close with her since kindergarten. Crying I leave her a message, â€Å"I’m so sorry. I can’t believe this. I love you so much and please call me right away.† Within five minutes, my parents are on their way to the Fischer’s house. I go up stairs and crawl into bed. Why did she do it? The woman who has been a second mom to me is now gone. Tears stream down my face. Hours pass and the clock now says three in the morning. Have I really been crying for this long!? How will I function in school tomorrow!? I eventually wake up to my alarm. Please say that was a bad dream. But that really happened. Focusing in school was nearly impossible, as was staying awake. That dragged on for months. Every day that passes, a memory of Mrs. Fischer goes through my head. I keep asking myself the same question: Why? Everyone else does too. Her family is still in mourning. But spending more time with them helps with the pain. And speaking with one teacher that knows how the loss has affected me makes things easier. Happy memories make the tears go away, but also come back. I’ve began accepting her loss and this makes my day easier. I no longer fall asleep in class and my grades are stronger. *** It’s another Tuesday night at eight o’clock and dance is almost over. The text that might be waiting for me doesn’t matter. A guy that I really like is mad, but that isn’t important, either. The last breath and finishing my routine is my focus. Looking back in the mirror, the song finishes. Why the sudden change? My mind still wanders back to the Tuesday night two years ago. Mrs. Fischer leaving us made me realize living for today and enjoying every bit of life is the most important thing. A tear runs down my cheek and a smile forms. That amazing woman made me a stronger person. Impact on Acedemic Performance free essay sample My sophomore year started out great. I was on the girls’ gymnastics team and had recently received my driver’s license. But as second semester got underway, things changed. It was the home gymnastics meet. I was ready to perform, when something started feeling wrong. Thinking it was just my nerves, my coach and I decided I should sit out to relax and pull myself together. Although the setback, I performed my routine successfully. However, the uncomfortable feeling in my stomach was still there, and it seemed to be getting worse. As the weekend went on, I seemed to be feeling better. Monday came, and while sitting in my third hour class, the dreaded feeling returned. This time it was much more intense. I tried to stay focused on the lesson, but this was not easy; I knew something wasn’t right. Two weeks later, it hadn’t improved. In fact, it had gotten worse. We will write a custom essay sample on Impact on Acedemic Performance or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Twenty to thirty trips to the bathroom every day had been added to the list of symptoms. I was missing school and gymnastics practice almost every day, and a trip to the doctor resulted in an initial diagnosis of a stomach virus. Eating had become a chore, as was simply getting out of bed. I was losing weight—about ten pounds already—and energy, and my family and I doubted that this was just a stomach virus. After three weeks, I had only left the house once for a doctor visit. This appointment led to many tests, all of which came back negative. Nobody knew what was wrong with me. I was consumed with feelings of frustration, sadness and loneliness, as my days and nights were filled with tears and unanswered questions. My mom made several telephone calls to try to find a specialist that would see me; all said they would not see me until I’ve had symptoms for six to eight weeks. It had now been four. My days consisted of sleeping, going to the bathroom, and crying out of frustration and pain. I could no longer lie down in bed because of the increased pain, which left me trying to sleep in a sitting position. Persistent, my mom found a specialist who said I would need a colonoscopy/endoscopy. I would wait another week for this procedure, during which time I was given some medications to make me more comfortable. But things worsened. Dehydration and additional weight loss caused fainting episodes, ultimately resulting in multiple trips to the Emergency Room. After the procedures, my doctor said, â€Å"You have Ulcerative Colitis†. I didn’t know what to think. I felt relief knowing what was wrong, but I was also scared. The doctor proceeded to tell me that I would be put on medications that would control the disease; however, one of them (Prednisone, a steroid) would potentially come with some harsh side effects. At the time, the side effects seemed very insignificant. I would have done anything to feel better. I wasn’t worried. Over the next week, things seemed to improve. However, a week later, I hit another bump in the road. I had horrible reactions to one of the medications, including vomiting and joint pain. My doctor ordered a change to my medication, and the disease was somewhat controlled through the rest of the school year and summer. The steroids packed an emotional punch, but the disease symptoms were definitely better and more tolerable. I tried my hardest to stay focused on things I could control and think less about the things I couldn’t. The known side effects of Prednisone were now weighing heavily on my mind. I did not realize how emotionally difficult it would be to ignore the weight gain, extreme fluid retention, and mood swings. It caused me to ask myself which one was worse – the symptoms of the disease or the affects of the medications. My junior year brought a fresh start, a new year, and hopefully a new me. But in November, my medication stopped effectively controlling the disease. The symptoms of Ulcerative Colitis returned, and so did the desperation, sadness, loneliness, worry, and anger. I then started a different medication, Remicade, which required a visit to the hospital every four weeks, to receive an IV treatment. After completing the first series of treatments, I saw no improvements and it seemed like I was sicker than I had ever been before. It was the day I stepped on the scale and saw 92 pounds that my mom knew I had to be taken to the hospital. I stayed for two weeks, during which time I received IV treatments of steroids and pain medication. As one final non-surgical option, my doctor suggested we combine the last two medications in hopes that, together, they would do the job. I finally felt better and I was sent home to continue the new medication plan and receive daily nutrition via an IV. A couple of weeks went by and I was feeling better. I was going back to school, after being gone for months. Things, once again, seemed to be improving. My school schedule was modified, as my energy level was very low. As I was finally getting used to my new schedule and being back to school, things got bad again. We needed to consider surgery. As a surgeon explained to us, there would be two separate surgeries with eight weeks in between. The first surgery would involve removing my colon and creating a â€Å"new† colon, using my small intestine. The second surgery was to get everything reconnected. I was terrified, but I knew it was the only answer and my only option to get back to normal. The surgery was scheduled for the following Monday. After the surgery, I stayed in the hospital, recovering, for five days, and was then sent home to heal. Eight weeks of healing was filled with tears, anxiety, frustration, fear, and anger, but I had to stay focused on healing so surgery number two could be completed. When I was sick, it was impossible to go to school; recovering from surgery was different. It was decided that the best solution would be an online class, and some homebound schooling to get me back on track. My teachers were willing to give so much of themselves in an effort to make sure I was able to successfully complete my junior year. This made me realize how important it is to recognize when I need help and then to actually get help however I can. When this recovery time was finally over, I found myself back in Madison at the hospital ready for the next phase of the journey. Surgery number two was much easier, only taking one hour instead of five. Having Ulcerative Colitis has taught me so much. I am a much stronger person than I ever thought I could be. Throughout my experiences, I have found both physical and emotional strength. I pushed myself, with the help of the people who love me, through situations I never thought possible. I am determined and I now know I can do anything I set my mind to. I have learned to pay attention to the important things in life. My family and being healthy are, by far, the most important things to me. Bringing a positive outlook to every situation I am faced with is important to me, as well as going at them with a â€Å"never say never† attitude. Ulcerative Colitis, and all that I have experienced because of it, has shaped me into a stronger, more optimistic, and more confident person. Although I have had to adapt to changes along the way, I feel resilient and I now choose to face challenges head on, knowing they are all just part of my life.

How to become a delivery driver

How to become a delivery driver Delivery drivers are not just necessary for logistics, but also bringers of good things. Think about it- when was the last time a delivery driver brought you bad news? Now think about the last time a delivery driver brought you something awesome, like pizza or the Amazon package you just ordered, like, 10 minutes ago. As a delivery driver, you’re making good things happen. And whether it’s a right-now job or a starting point on a road to a broader career in shipping and logistics, here’s what you’ll need to get started. What does a delivery driver do?Delivery drivers deliver goods or products, either on a route (like packages) or on demand (like food delivery). They’re responsible for making sure the product gets to customers as completely and efficiently as possible, while limiting damage or delays that can lead to a negative customer experience. A delivery driver’s duties may include:Loading and unloading trucksDriving within a set area in varying road or weather conditionsTracking shipments and deliveries and recording dataTroubleshooting customer issues if there is damage or a problemBasic truck maintenanceProcessing customer paymentsHandling food safelyDelivery drivers may work around the clock, especially as companies push to deliver goods on Sundays and holidays. These shifts may increase around holidays or other busy times of the year (depending on what they deliver).What skills do delivery drivers need?As logistics professionals, delivery drivers need to be schedule-oriented, and customer service-oriented.Driving Skills:Â  A valid license and a clean driving record are key here. Drivers who use cars to delivery may not need a special license, but delivery drivers who work with box trucks or larger trucks will likely need to complete a training course and pass a special commercial driver’s license (CDL) test.Customer Service Skills:Â  No one wants to get a mangled box or a pizza where all of the cheese is stuck to the top of the box. The delivery driver is responsible for making sure the customer is getting what he or she expects. And even if that can’t be resolved right away, that means working with the customer to escalate the issue to the right people who can help.Time Management Skills:Â  Delivery drivers are always on a schedule, no matter what they’re delivering. That means figuring out efficient routes, managing downtime, and staying on track during delivery hours.Problem Solving Skills:Â  Serving the public is full of variables, as is anything related to driving. A flat tire or an irate customer, can derail an entire schedule. So a delivery driver should be well-versed in solving problems on the fly, or at least coming up with a game plan that can help get things back on track.What do you need to become a delivery truck driver?Delivery truck drivers typically have a high school degree or equivalent certificate, plus receive on-the-job training. You’l l also need a valid driver’s license- either a standard state-issued license or a specific CDL if you plan to drive large vehicles. Each state has its own CDL requirements, so be sure to check out what your own state requires before you hit the road.How much do delivery drivers get paid?According to the U.S. Bureau of Labor Statistics, the median annual salary for delivery drivers is $28,390. This can vary depending on the driver’s experience and the type of delivery.What is the outlook for delivery drivers?The growth in this field is steady, especially as shipping and delivery logistics continue to take center stage as part of the growth of e-commerce.

Poverty in Black America Research Paper Example | Topics and Well Written Essays - 750 words

Poverty in Black America - Research Paper Example Out of 40 million, 10.7 million blacks live in poverty (27.4%). A total of 54.6 % of all blacks live in single mother homes. (Black Poverty).1 2. American Black community is not only poor by American standards; rather many amongst them touch â€Å"third world† poor status. In USA official unemployment rate is 4.4% whereas official unemployment rate for blacks is 10% .Approximately a million black children in USA are living below poverty line. (Phillip).2 3. Poverty brings other associated problems. Either poverty causes these problems or these problems cause poverty. The problems include poor education standards, broken family structure, violence, high crime rate, mass unemployment, poor living standards and housing, poor health, friction in communities and low contribution towards economy etc. 4. Higher education is considered essential in upgrading the standard of life. However with poor economic status, black families are unable to afford college education and postgraduate studies. The frustrated youth is therefore divulged towards depression, uncertainty, frustration, drugs and crime. 5. Consistently black students in schools have not performed well. According to Carter (Carter) â€Å"so many decades have passed since 1954 Brown decision however many people are still intrigued by the (under) performance of Black Students in Americas schools†3 . In schools these students remain in groups. These groups often fight each other to gain dominance. Masculine image amongst black boys is a very dominant concept. The past association with slavery also haunts quite a few black youngsters. There is another impression amongst black students according to which a student involved in studies is not received well amongst the peers. When impact of all these factors is combined it results into distraction from studies and poor results and failure in life later on. 6. There has been a factor of racism as well in few schools where black students have been labeled naturally â€Å"dumb†. There has been a feedback from teachers according to which white teachers did not feel comfortable in the company of black students. Unfortunately negative indicators in school life do not point towards bright future of black students. 7. Lack of role models is often cited as a reason for blacks not doing well in many fields specially education. There is a general impression that blacks are not good at studies however they are good in sports and music. However it is considered a wrong argument. Black sportsmen and music celebrities are very few in number. The lifestyles and wealth these celebrities enjoy create a false impression amongst blacks, due to which, black youngsters dream of becoming music or sports stars, through some sort of shortcut in life. The results in real life are far different than dreams. 8. Thirteenth amendment to US constitution was passed in December 1865, according to which slavery was abolished in USA. The country was not stabl e in that era and southern states continued with practices similar to slavery however union army was limited and could not protect ex-slaves. Few states passed â€Å"black codes† according to which unemployed blacks could be arrested and fined .Prisoners that were unable to pay fines could be used as slaves. Blacks were not allowed to buy land and were denied fair wages for work. 9. After the civil war

Shopping Motivation Essay Example | Topics and Well Written Essays - 2500 words

Shopping Motivation - Essay Example however behind all these characteristics, the motivation to buy is one of the key variables which contribute towards shaping the overall strategies for marketing. Thus, analyzing and understanding different shopping motivations allow managers to help them better their segmentation policies as well as the development of new and more penetrating retail marketing strategies. (Wagner,2007). The traditional research in this area however, remained focused on the interaction of consumers with the physical market places to make their buying decisions however, over the period of time, as the new forms of markets and marketing evolved, the scope has broadened and currently research in this area also focus on the different motivations of consumers while making purchase decisions in different market settings. This paper will attempt to study and anlyse different shopping motivations that exists when consumers make buying decisions. This paper however, also takes into consideration Means End Chain and its links to the Goal Directed Theory while presenting analyzing various shopping motivations. According to dictionary definition of Consumer, a consumer is one who consumes an economic good. A consumer is generally thought of as a person who identifies a need or desire accordingly makes a purchase. Thus, a consumer is a person who first identifies or feels the need for something and then after going through a mental process decides to whether buy or not buy certain goods or services. Thus a consumer is generally thought of as a person who identifies a need or desire accordingly makes a purchase. However, there are different factors which influence that mental process of deciding what to buy and what not to buy and a good marketer will always attempt to understand that mental process and then design strategies to influence that decision making process. Thus, no matter who are we in life (a child, a parent, a student, a worker, a business owner, a lover, etc.) we buy and consume things which makes us consumers. We buy different products (tangible and intangible) for many reasons (to eat, to wear, to watch, to play, to travel, to keep in good shape and to feel secure). Hence, the consumption activity is essential and primary part of our daily life and we as consumers attempt to consume according to our needs, wants and purchasing power. (David, 1997). However, there is a certain process, as defined above, which takes place in consumer's mind while evaluating a purchase. That process or behavior is often called consumer behavior. Consumer Behavior Consumer behavior can be easily be described as how consumers feel, think, create reasons to select between different alternatives like different brands of goods, or different products. Thus in its essence, consumer behavior is how the external and internal factors influence a consumer to make a buying decision. Consumer behavior, therefore, not only involve the interaction of the consumer with its environment but it also attempt to comprehend the influence of that environment on the decision making p

Coca Cola In Egypts Market Marketing Essay

Coca Cola In Egypts Market Marketing Essay The Coca-Cola Company is established in 1886 by the pharmacist Dr. John Pemberton in Atlanta, in the beginning it was sold as a medicine. The Company registered its trade mark in March 27, 1944. Nowadays it is spread in more than 200 countries with over 500 brands and 3,300 beverage products. These products include sparkling beverages and still beverages, such as waters, juice drinks, teas, coffees, sports drinks and energy drinks. The top five NARTD (non alcoholic ready to drink) are: Coca-Cola, Diet Coke, Sprite and Fanta. The number of employees worldwide is 92,400 and headquarter is in Atlanta. The Coca-Cola Company is listed on the New York Stock Exchange under the ticker symbol KO. The Coca-Cola system operates on a local scale in every country where they do business. It does not own or control most of its bottling partners, its compromises the company and the bottling partners. The Company has more than 300 bottlers worldwide. Coca-Cola manufactures and sells concentrates, bev erage bases and syrups through its concentrate plant to bottlers; it does own the brands and is responsible for brand marketing initiatives. The bottling Companies manufacture, package, merchandise and distribute the finished branded beverages to Coca-Cola customers and vending partners, who then sell the products to the consumers.1 This was an overview on the Global Coca-Cola Company. Lets look to Coca-Cola Egypt as the paper is studying the company in Egypt. Coca-Cola exists since 1942 and has two bottlers TCCBCE and El Nile Beverage Company. The bottling operation ownership for The Coca-Cola Bottling Company (TCCBCE) is: 51% TCCBCE and 49% Coca-Cola Company as for El Nile its 100% owned by El Nile. The entire system has 11,494 full time employees. 1-coca-cola annual report The Strategic business units that the company operates in Egypt are carbonated soft drinks, energy drinks and mineral water. The company recorded revenues of $78,526 million during the financial year ended December 2009 with an increase of 15% compared to 2008. The increase of 12% in revenues was coming from CSD (carbonated soft drinks) segment and 3% from the Mineral water segment. However there is a decrease in the CSD growth rate by 3% in 2009 which was 15.6% (FY 07-08) versus 12% (FY 08-09) the decrease is due to change in the consumer life style became healthier conscious. Egypt juice Industry analysis The non carbonated soft drinks are considerate to have a huge potential within the juice sector. Egypt juice industry is a lucrative market with a value of $/$216mm, it is growing from 11-22% over the last eight years. The industry sales are 44 mm unit cases in 2009. The juice segment expected to grow at 11% Compound Annual Growth Rate (CAGR) in 2012 while the Carbonated Soft Drinks (CSD) segment is expected to grow at 4.7% Compound Annual Growth Rate (CAGR) in 2012. Based on retail audits done by the AC Nielsen and Protrac studying the Egyptian beverage market the result shows that the consumer life style is changing and became healthier conscious and they are shifting to the drinks that are healthier. The CSD market is shrinking and other markets are developing. Juice is a lucrative product category that has been growing consistently over the past 8 years. The juice industry depends on farms that cultivate fruits. The different juice type: Fruit-Flavored Drink is a 100% concentrate, Juice Drinks it contain up to 24% Juice, Nectar contains 25% up to 99% juice and product called 100% juice is a product of 100% juice. PESTEL Analysis for Juice in Egyptian market PESTEL analysis is a business measurement tool that helps to understand the external surroundings and market as such the position, potential and direction for a business. PESTEL stands for Political factors e.g. changes in government policies, Economic factors relate to changes in the wider economy such as rises in living standards or the general level of demand, Social factors explain the buying patterns and buying attitude, Technologic factors is the changes in innovation potential, Environmental factors include the weather and climate change and Legal factors major legal changes that have affected firms where they operate. All these factors are used to assess the market. Political factor Egypts political condition is secure and a completely democratic republic is projected within the near future. Egypt was ruled by many countries before establishing freedom and today it is run by a multi-party semi-presidential system where the supervisory power is separated between the president and the prime minister, although in practice the president tends to hold a larger share of the power. Egypts political system presently receives much needed financial support from the US which is helping to develop the country into a new era of optimism. Egypt increased inward investment, creating a rich investment atmosphere. Economic factor The economic environment in Egypt is ready for investment. Egypts economic freedom score is 59.0, making its economy the 94th freest in the 2010 Index. 3.2% increase in gross domestic product (GDP) Per capita to reach $2,161. Per capita consumption of non alcoholic ready to drink (NARTD) will increase by 30% reaching in 2020. Growth is highly driven by stills (juices and water). Juice is the fastest growing category with Compound Annual Growth Rate (CAGR) increase of 11 % driving growth of non alcoholic ready to drink NARTD. Social factor Key factors behind the forecast increase of juice market in Egypt is the new consumer lifestyle preferences for healthier drinks and scare of obesity which resulted a slowing growth rates for sales of carbonated soft drinks (CSD) market. Despite the fact the carbonated soft drinks (CSD) market has remained profitable. One of the main characteristic of Egyptian life style is the importance of family and friendships. Egyptians are enormously socials and one of the importances of their life style is the relaxation time which they spend with friends or families at home, cafà © or restaurants. An important part of Egyptian residents is the eating behavior. The last five years the coffee shops spread very fast in daily life especially in young adults and teen generation. The consumption of juice is correlated to person age. Population is 81 Million out of which 50% are under 20 years. 50% of the population is the prospective juice target (kids and teenagers) because 64% of ready to drink juice volumes comes from 8-29 yr olds skewed towards 8-11 yrs old. Technology factor The juice industry benefits of a huge technology. Its for the sake of both business and the consumer when new technologies guide to better quality products. The industry depends on the quality of fruits that are growing in the country. Juice makers divided their production into two different forms pasteurized and raw juice. Technology helps to retain the properties of fruit the same as its original taste. Juice shelf life is small due to defect that can happen based on environmental climate. To extend the shelf life, juice is pasteurized on the same method as milk which for decades can be considered a middle ground between raw and ultra-pasteurized. The flavor of milk is affected by pasteurization much more strongly than fruit juices tend to be. Ecological factors Juice Industry is depending on agriculture and fruit growth wherever it spread. It is necessary to realize that fruit growing relies on agricultural land, water and suitable climate. Fertilizers used in agriculture can be a source of environmental pollution. Major change in climate occurring due to global warming can impact the farming industry. This leads to a need of integration of farmers into an agro environmental program that needs a support and keeping production procedures in accordance with environmental protection and sustainability of natural process. Legal factors Legal issues involve laws in juice production regulated by Egyptian government which prohibits use of returnable glass bottles. Such regulation negatively affects juice industry as returnable glass bottles are more profitable. Porter five forces model for juice sector Porters Five Forces Model was developed by Michael E. Porter in his book Competitive Strategy: Techniques for Analyzing Industries and Competitors in 1980. The famous book he wrote in his thirties became an international best seller, published in nineteen languages and re-printed approaching sixty times. Since that time Porters Model became an important tool help for analyzing an organizations industry structure in strategic processes. Porter has identified five competitive forces that shape every industry and every market. These forces determine the intensity of competition and hence the profitability and attractiveness of an industry and answer the question of What are the key factors that can determine a business success? The five forces are described as follows: Threat of new entrants Bargaining power of customers Competitive rivalry within the industry Bargaining power of suppliers Threat of substitutes Recklies Management Project GmbH www.themanager.org (figure 1) Bargaining Power of Customers Threat of New Entrants Threat of Substitutes Competitive Rivalry between Existing firms In combination with a PESTEL-Analysis, which reveals drivers for change in an industry, Five Forces Analysis can reveal insights about the potential future attractiveness of the industry. Porters Model is useful tools to determine potential changes of competitive forces. Bargaining power of suppliers Bargaining power of suppliers is described by how much power suppliers have on you in a specific industry or market. A business or a producing industry requires inputs to give a final product such as raw materials, labor, component and other supplies. This lead to a relationship between buyer and supplier provide raw materials used in the production. Supplier is called powerful when he has influence on the producing industry. Lets focus on suppliers in Egyptian juice industry and how much they have power influencing the production of the final juice product. Juice industry depends on many suppliers; sugar, material required in packaging, preservative, flavor and a key player in juice industry is the juice concentrate supplier. Juice supply chain starts form farm that depend on fruit seasonality. The crop of any fruit varies from time to time in quantity and quality based on climate changes and natural crises. This is the main reasons that change in juice concentrate availability pric e and quality. Juice concentrate suppliers are divided in three categories. Suppliers that produce concentrate and use them in the production of final juice product, others that produce concentrate and use part of their production to make a final juice product and sell the rest and suppliers that sell all their production of juice concentrate. Its worth to mention that a big part of the juice concentrate is exported outside Egypt to other countries and one of the main countries who import from Egypt are the Gulf countries. Therefore the supplier power is considerate high because the market is dominated by a few large suppliers rather than fragmented source of supply, supplier customer are fragmented, there is a possibility for supplier to increase concentrate juice prices and there is no substitute to the juice concentrate. To reduce supplier power in juice industry it is important to know what is the influence of outside factors to be taken in consideration to find a place in the m arket. Juice producers make a partnership with suppliers that produce juice concentrate to reduce the power of suppliers. Bargaining power of customers Bargaining power of customers is how much negotiation power the customers have and how much power he has over you in a specific industry or market, meaning how much customer can impose pressure in margin and volume. When buyer has a strong economic power the relationship to the producing industry is near to what economist call monopsony, a market where there is many suppliers and one buyer. In such case your ability to capture a high proportion of the value created will decrease, and you will earn lower profit. Having a few large buyers will have a significant leverage to negotiate price and others terms because you will be afraid losing an important buyer and volume which puts you in a weak position. Buyers have also power on you if they can produce the product themselves and they can play suppliers against each others. However there is a few large buyers and they buy in a large quantities. Meanwhile there are many small buyers that you have greater control over them because they buy a small portion of your sales. Bargaining power of consumer in the juice industry, there are three type of buyer which is the direct consumer, the retail outlets and the wholesalers. 75% of direct consumers for juice freshly prepare juice at home or they buy it from a plain juice shops. In this situation the main competition of those buyers is any plain juice shops or fresh fruit that can substitute the juice product. The juice producer can reduce this bargaining by offering a differentiated product and create loyalty to the brand that offers higher value as the juice freshly prepared its shelf life is limited. The Wholesalers are few in number therefore their bargaining power of consumer is significant due to the number of juice product that they do have on the retails shelf and how do they present the product to the consumer. The retails outlets are many in numbers and they do have a big number of products however the bargaining power of wholesalers and retail outlets are not significant if the consumers are loyal to the brand. Generally the juice industry in Egypt, buyers has more power than the entrepreneurs due to the fact that consumer have different option to entertainment, number of retail outlets that have a several product on self. Therefore the differentiation, creating value to the product and loyalty to the brand is very important. Threat of a new entrant Threat of a new entrant is how easy a competitor can enter into your industry or market? New competitors determents changes in the market environment in terms of gain market shares, pressure to reduce the prices which have an impact on profit and impact on customer loyalty at any time. In term of reaction and adjustment the existing players have a pressure on them. Threat of new entrant depends on barrier to enter industry or market and how the existing player will react with a new competitor. New entrant barrier is economies of scale, the experience that the existing players have which lead to cost advantage, high fixed assets cost and strong distribution channel of existing players. The existing of these barriers protects the existing player from the threat of new entrant. In addition the existent players can react by reducing price or forming a partnership to reduce the threat of a new entrant. Threat of new entrant is considerate in Egyptian juice industry due to high capital cost and knowledge required. Based on this usually the threat of new entrant is higher for the companies that are involved in manufacturing then service. Its not always negative that you do have a competition close to you. Some industry encourage a new entrant specially if they do have already experience in a similar field and they do have a big part of their capital already established such as the factory which just need the production line and having their own distribution channel. Threat of a substitutes products Threat of substitutes products, we give term substitutes to a product that a buyer can replace a business product with another one. What products your buyer can replace your product with? It exists when a buyer can replace your product with another product for the same purpose with a lower price. In such case they can attract a significant proportion of the market and have impact on sales and volume of the existing players. The substitutes product also applies on complementary product. The main factors that can affect substitutes product are customer shift to another similar product based on lower price because your product doesnt give different value from the competitors one and customer have a little loyalty to your product therefore, the threat of substitute is considerable. A substitute threat can be reduced by differentiating your product than the other existing in market and create loyalty to the brand through marketing initiative (TV, radio, outdoors advertisingetc). Following the new live styles trend, consumers became healthier conscious make the threat of substitutes products low in juice industry. The consumption of carbonated soft drinks decreased. The substitute product in this industry can be a healthy product such as fruit juice drink, fruit flavored drink, powdered fruit drinks can substitute the juice concentrate drink and it can also be substituted by milk , fruit base yogurt and mineral or bottled water. Variety of substitutes products are available at the market consumer have an open choices which they can choose whatever suits their needs. However they are not real substitutes products because juice is drunk in different time and occasions. Rivalry between existing firms Rivalry is the competition between existing firms in an industry. In certain industry the rivalry is high and has an impact on profit as you cannot set your own price and it can make the profit to zero. This force might be the most important in Poters five forces as it describe the intensity between existing players. The rivalry is called high when the competitors on a same industry have similar products with no differentiation and they compete in term of price. The market players are same in mass with comparable strategies. Having high barrier to exit the market and when the market is increasing slowly or shrinking this makes the rivalry a considerable force. To decrease the rivalry between existing players you should avoid price competition, differentiate your product and strategies, focus on a different sector and avoid high capacity production. The Egyptian juice market is a fragmented market with many players. Four companies have 50% of the market the rest are less than 5% each. The market is not only splited between the players in terms of market share but also shrinked by products. This means that there is a good chance to enter the market. However, PepsiCo the major competitive to Coca-Cola is preparing new juice launch during the current year. PepsiCo made a joint venture with Almarai Company (extremely successful dairy foods company in the Middle East) and have acquired Beyti well known brand name in Egypt. It produces a variety of high-quality dairy and juice. They are big in size with a very strong distribution channel however the consumer has a law loyalty to specific brand. This situation will make rivalry in the near future. Egypt juice market analysis Lets go more deep and look into the market analysis to be able to determine the juice market sucess . The goal is to be able to find out the market attractivness and understand more about the opportunity and threats of the sector. Key success factors Key success factors depend on two questions which need to be analyzed What does the consumer want? (Here we need to analyze the market) How to face the competition? (Competition analysis) In Egypt juice sector to make a success from the consumer point: Egyptians doesnt make a great difference between artificial distilled fruit beverage and fruit juice they are comparing products in terms of price. Therefore you need to have a competitive price or to build a differentiation strategy to enable you to set your price. Innovation is one of key success factors that need to be present to gain consumer. The consumer has a law loyalty to brands this makes the product availability in market very important. The availability plus the innovation in packages and product range that suits the new consumer life styles will help to build loyalty to the brand. For the competition, you need to be different in product image, have a strong distribution channel to be able to position yourself in the market and to start to compete. Demand Analysis Demand characteristic Following the new consumer life style, the juice market has a high demand based on questionnaire done by MEMRB agency to the Coca-Cola Egypt company here is the outcome. Those that consume juice product on monthly bases dont think it is as strong on Thirst quenching, Good for you, Great tasting and refreshing. However, an improvement on all measures for juice, frequent consumption coming from weekly consumers. Consumer that thinks that they are always doing new thinks shows growth from0% to 7% in 2008-2009 while the carbonated soft drinks shows 3% increase in 2009 and the one that things that uice gives energy shows an improvement from 5% to 9% for year 2008-2009 while the carbonated soft drinks shows a decrease from -6% to -11% for year 2008-2009. The market study also shows that the Egyptian consume 60% of juice drink out of home in cafà ©, shops or kiosks this is the opposite of the carbonated soft drinks percentage. 25% are consumed in morning occasions from 9-12am other than breakfast. Snacking the biggest occasion came with 36% it stats from 3-4pm. 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