Tuesday, December 31, 2019
Technology vs Organic Essay example - 1897 Words
Humanityââ¬â¢s timeline illustrates the past, present and future of human beings; commencing nearly 200,000 years ago when Homo sapiens first diverged from its ancestors (Evans,1998). For the next 188,000 years humans were content to forge and live within the constructs of a hunter-gatherer societal organization. Approximately 12,000 years ago agricultural systems began appearing in various places around the world. An astonishingly short period of time later the Agricultural Revolution transformed human ecology, social organization, demography, culture, and religion (Fagan: 2007). Man wholeheartedly embraced the sweeping changes bought on by agriculture and domestication, which definitely proved key to the long run success of agriculture andâ⬠¦show more contentâ⬠¦The pronounced change from hunting and gathering to agriculture and domestication can be simplistically designated the Agricultural or Neolithic Revolution (Pringle:1998). The catalytic developments of the Neolit hic Revolution mark a major turning point in the history of humankind. The resulting animal and plant domestication established the foundation on which modern civilization was built. Agriculture is a uniquely human activity and is perhaps the ï ¬ rst activity for which humans developed technology. Technology, understood as the use of farming tools and techniques, is an indispensable component in agriculture. In the most general sense, technology permits humans to increase the capture and efï ¬ cient utilization of solar radiation that drives primary plant production that is the basis of the human food and ï ¬ ber chain (Porter, Rasmusen: 2009). The steadfast characterization of human nature can be viewed as a historical constant, while the prevailing woes and dilemmas facing humanity can be viewed as a contemporary variable. Similarly to an algebraic equation, clever manipulation of the variable and constant portion can lead to discovering the value of the variable or as in th e case of humanity; it can provide valuable insight on complex problems based on the past experiences of people who are innatelyShow MoreRelatedAgriculture : A Global Environmental And Humanitarian Issue1489 Words à |à 6 Pageslife forms to produce food, fiber, biofuel, medicinal and other products to help sustain and enhance human life. Agriculture has existed for over the last 10,000 years and is credited into propelling our civilization into the modern cultures and technologies we see today. Without the ability to store and domesticate plants and animals it is unlikely that we would have been able to evolve beyond our hunting and gathering ancestors, advancing in both the arts and sciences. Modern agricultural thoughRead MoreOrganic Farming Practices ( Non Organic )1702 Words à |à 7 PagesBrailo Leilehua High School Table of Contents Page 2: Table of Contents Page 3: Abstract Page 4: Organic Farming Practices Page 5: Conventional Farming Practices (Non Organic) Page 8: Conclusion Page 10: Citation Abstract Centuries ago, ancient civilizations learned how to take plants that they found flourishing in nearby areas and grow them conveniently for their own use. The advancement of technology, and the evolution of farming practices has created a great variance from the simplistic idea ofRead MoreThe Effects Of Pesticides On Organic Farming1653 Words à |à 7 Pagesfarmers noticed a decrease in soil quality and crop health due to the use of chemical fertilizers (ââ¬Å"Pesticides in Organicâ⬠¦Ã¢â¬ 1). This drop in soil quality left the farmers no other choice but to cease the use of chemical fertilizers and begin implementing less harmful supplements in order to improve crop quality (ââ¬Å"An Oral Historyâ⬠¦Ã¢â¬ ). This less invasive method of farming, otherwise known as organic farming, takes into account ââ¬Å"the medium and long-term effect of agricultural interventionsâ⬠(ââ¬Å"What Are the Environmentalâ⬠¦Ã¢â¬ )Read MoreMechanistic vs Organic Organisation Structure Essay619 Words à |à 3 PagesMechanistic Vs Organic Organization Structure What is Mechanistic Structure Mechanistic organizations have clear, well-defined, centralized, vertical hierarchies of command, authority, and control. Efficiency and predictability are emphasized through specialization, standardization, and formalization. This results in rigidly defined jobs, technologies, and processes. The term mechanistic suggests that organizational structures, processes, and roles are like a machine in which each part of theRead MoreOrganic Agriculture, As Defined By The National Organic Standards Board1163 Words à |à 5 PagesOrganic Agriculture, as defined by the National Organic Standards Board (NOSB): ââ¬Å"Is an ecological production management system that promotes and enhances biodiversity, biological cycles and soil biological activity. It is based on minimal use of off-farm inputs and on management practices that restore, maintain, and enhance ecological harmony.â⬠Which is very fancily put for agriculture with as little man made input as possible trying to farm, as they per ceive at least, the most beneficial to theRead MoreTechnology and Organizational Structure1744 Words à |à 7 PagesTechnology and Organizational Structure Wanda Armour University of Phoenix Technology and Organizational Structure This paper represents the research on how technology interacts with organizational structure. Two companies will be identified to compare and contrast their organizational structures. A matrix will be included to summarize the findings. Introduction Organizational structure in todayââ¬â¢s complex multi-dimensional organizations is the connection that holds the infrastructure togetherRead MoreWorld s Increasing Demand For Energy Essay1283 Words à |à 6 Pagesand production (EP) industry. Rocks that in the past were of little interest, other than as potential source rocks, are today being actively pursued as potential reservoirs. When considering unconventional resource plays, the focus is on finding organic shaleââ¬â¢s. This development represents a fundamental shift in the way exploration companies consider resource plays. Engineers and geologists studying shale gas resources find that reservoir can lead to process adaptation and refinement of techniquesRead MoreGenetically Modified Organisms Are Better Than Organic Products1229 Words à |à 5 Pagesbetter than organic products. Introduction I. Attention: What you had for lunch today? The DNA of that food? That was completely altered with. II. Audience connection/credibility: You have all heard the rumors about genetically modified food you are eating. Some of you may have been so moved by them that you started eating organic. Today, I am going to tell you the truth. III. Thematic Statement: (Preview of main points) Today, I am going to explain how organic products shouldRead MoreEssay about Organization Structures1469 Words à |à 6 Pagescommunication Machines typically control the workers Rapid standardized output High employee turnover Conformity Organization have trouble adapting to change Easily uderstandable segments Can result in dehumanizing effects of workers Organic Organization Structures Organic structures are decentralized: that is decision-making authority is distributed throughout the hierarchy, and people assume the authority to make decisions as organizational needs dictate. Roles are loosely defined Ãâ" people performRead MoreOrganic Company Structure1572 Words à |à 7 Pagescommunication Machines typically control the workers Rapid standardized output High employee turnover Conformity Organization have trouble adapting to change Easily uderstandable segments Can result in dehumanizing effects of workers Organic Organization Structures Organic structures are decentralized: that is decision-making authority is distributed throughout the hierarchy, and people assume the authority to make decisions as organizational needs dictate. Roles are loosely defined Ãâ" people perform
Monday, December 23, 2019
Hrm-Reaction Paper to Ethics - 2647 Words
Emmanuel D. Alcantara BSHRM III-A Reaction Paper to Ethics In chapter 1 we discuss the study of ââ¬Å"ETHICSâ⬠. Ethics came from the word ethos which means the characteristic way of acting and its Latin word is mos., mores which means the traditional line of conduct or custom. It is form this root word that the word moral or morality is derived. Example of ethos of man as man is revealed that he is able to distinguish between good and evil, right or wrong, moral and immoral. Ethics is defined as the ââ¬Å"practical and philosophical science of the morality of human actâ⬠. In science it is a body of systematized knowledge arranged with its accompanying explanation. In a practical science ethics consists of principles and laws that are applied in dailyâ⬠¦show more contentâ⬠¦Augustine of Hippo, St Anselm of Italy and St. Thomas Aquinas accepted the philosophical teaching of ancient philosophers in their view that man is composed of body and soul. But they incorporated the idea on the churchââ¬â¢s teaching. They hold that the human soul is spiritual being essentially present in his body. Some Oriental philosophers Lao- Tse who encourages man to be virtuous in order to attain Tao The term Tao means way, path or principle, and can also be found in Chinese philosophies and religions other than Taoism. Confucius who taught man with his ââ¬Å"Golden Ruleâ⬠Do not impose on others what you do not wish for yourself. Had order to attain happiness and self-protection. Gautama ââ¬Å"Buddhaâ⬠Siddharta who is ââ¬Å"The Enlightened oneâ⬠believes that man must strive for happiness, that canââ¬â¢t not be attained in this world for it is a state of peace. They hold the only way for man to reach happiness is liberate him from the slavery of sensual pleasures of this world and from selfishness. There some various notions of man. Man as body ââ¬â soul composite Man as a rational animal Man as embodied subjectivity Man is a being ââ¬â in this world Man as socius and interhuman Man as a person and Man as an absolute value. We also discussed in chapter 2 the human existence the meaning of existentialism a reaction to the depersonalization, dehumanization, the loss of the uniqueness of the individual during the Industrial revolution. Rene Descartes a FrenchShow MoreRelatedJob Design and Work Diversity1463 Words à |à 6 Pages08 Fall Steffi Astria Sani HRM 502 Human Resource Management 1A : Literature Review Topic: Job design and workforce diversity play in attempts to improve individual and organisational performance Date : 25 August 2013 Introduction In the current business environment, human resource management (HRM) has become an important role for an organisation. HRM refers to the policies, practices, and systems that influence employeesââ¬â¢ behaviour, attitudes, and performance (Noe, HollenbeckRead MoreHr And Mandatory Flu Vaccination1199 Words à |à 5 Pagesmeasures should be taken. In many states, it has come down to either a receiving flu vaccine or risk getting terminated. This paper will, therefore, examine the rights of employers to require employee vaccination for job considerations. It will also outline various exceptions to vaccinations that may include religious objection and medical considerations. Lastly, the paper will give various concerns that companies and employees must put in mind when formulating policies for vaccine vaccinations. Read MoreEmployee Training and Career Development Paper1300 Words à |à 6 PagesEmployee Training and Career Development Paper University of Phoenix HRM/300 August 21, 2012 Employee Training and Career Development Paper Knowledgeable and well trained employees are needed in every organization. It is important employees are able to perform all the tasks needed in order to reach the organizations needs and achieve the set goals. As times change, employees may stay behind in skills or may even lack training when it comes to new systems, technology or other proceduresRead MoreHuman Resource Management Is The Backbone Of All Businesses That Leads The Way For A Company s Success2209 Words à |à 9 Pageshealth, and employee and labor relations. In this paper I will explore how all of these assets work together to perform that primary function. Weââ¬â¢ve learned that human resource planning is the process of managing an organizationââ¬â¢s most valuable asset, its people. HRM must ensure that there are enough workers for their particular company. They assist managers with employees and jobs so that the organization works harmoniously in reaching its goals. HRM must take affirmative action by carefully analyzingRead MoreHumanistic Era Reflection Paper1315 Words à |à 6 PagesHolly M. Sharp 4-5: Humanistic Era Reflection Paper MGMT435 ââ¬â F1WW (FA10) Professor Melinda Short 20 Oct 10 Humanistic Era starts to have more of a focus on an individualââ¬â¢s behavior. The transition from the Classical Era to the Humanistic Era is highly dependent on changes in society, politics, and economic depression going on around that time. The Humanistic Era is made up of two main perspectives: The Human Relations Perspective and the Social Person PerspectiveRead MoreNcaa Ethics And Compliance Program1928 Words à |à 8 Pages Case Study 2: NCAA Ethics and Compliance Program Lakisha Sykes Strayer University Ethics and Advocacy for HR Pro / HRM 522 November 14, 2016 Dr. Leslie Wills Abstract A few years ago, there was much discussion relating to the National Collegiate Athletic Association (NCAA) and those units responsible for instituting student-athlete and athletic department policy. This purpose of this paper is to discuss the ethical misconduct that occurred at Penn State, Ohio State and the UniversityRead MoreEmerging Work Place Trends That Challenge the Organization and Hrd Professional3484 Words à |à 14 PagesEmerging Work place Trends that Challenge the Organization and HRD Professional Prepared by: Marvin F. Cabrera Colegio de San Juan de Letran - Calamba MM - HRM I. Introduction The role of the Human Resource Professional is evolving with the change in competitive market environment and the realization that Human Resource Management must play a more strategic role in the success of an organization. Organizations that do not put their emphasis on attracting and retaining talentsRead MoreHrm and Organisational Turnaround Selfridges Co3617 Words à |à 15 PagesManaging People and Transformation Selfridges HR Approach HRM and Organisational Turnaround Selfridges Co MBA Module: Managing People and Transformation (HRM 209) Module Leader: Maarten Pontier Date: 18th August 2008 Student Name: Zahoor Soomro University Of East London 1 Managing People and Transformation Selfridges HR Approach Table of Contents Introduction Traditional Approach New Approach Performance Appraisal Reward System Participation Communication Mission StatementRead MoreUop Bus 210 Syllabus2009 Words à |à 9 PagesCourse Description In this course, students explore the foundation of business by reviewing topics regarding the structure and culture of the modern business environment. Additional topics include the evolution of business, the role of business ethics, communication, technology, operations, leadership, and human resources. Upon completion, students are better prepared to make informed decisions regarding their educational and professional goals. Policies Faculty and students/learners willRead MoreHuman Resource Management, Industrial Relations and Achieving Management Objectives11312 Words à |à 46 PagesUnion Views Endnotes [Top] [Contents] [Previous] [Next] FACTORS INFLUENCING TRENDS The objectives of managements, the ways in which enterprises are managed to achieve these objectives and the human resource management (hereinafter referred to as HRM) and industrial relations (hereinafter referred to as IR) initiatives in this regard, are affected by pressures, many of which are exerted by globalization. Changes in IR practices (rather than in institutions and systems) such as increased collective
Saturday, December 14, 2019
Life in America in 1830-1850 Free Essays
The novel The Adventures of Tom Sawyer by Mark Twain was written in 1870. This novel unveils many important themes such as adventures and Christian values, social relations and stereotypes. The analysis of the characters and themes makes it possible to say that the novel reflects changes faced by the American society during 1830-1850. We will write a custom essay sample on Life in America in 1830-1850 or any similar topic only for you Order Now Thesis Mark Twain`s storyline along with his descriptions of his characters portrays the life of the citizens of St. Petersburg, Missouri as being very easy, simple and uncomplicated, however life for many other people in America was much of an endeavor. In the novel Mark Twain portrays the life of the citizens of St. Petersburg as being very simple and uncomplicated. ââ¬Å"A new-comer of any age or either sex was an impressive curiosity in the poor little shabby village of St. Petersburgâ⬠(Twain 1920, 4). The simplicity of life is shown through other minor themes and symbols which help to unveil the realities of town life. During this historical epoch, poverty was what traps people in their humble abode. In contrast to these themes, Mark Twain describes people in the town as: ââ¬Å"There was cheer in every face and a spring in every step. The locust-trees were in bloom and the fragrance of the blossoms filled the airâ⬠(Twain 1920, 12). The main female characters of the novel, Aunt Polly and Tomââ¬â¢s cousin Marry, are depicted as simple ordinary women. In reality, women were guided and supported by their husbands and family members. It is possible to say that all women represented in the novel do not suffer greatly, because of male oppression. Most of them including Aunt Polly and his cousin Marry was stuck to values preached by the society. The other characters, Huck and Sam, Judge Thatcher and Alfred Temple are also misrepresented. Most of the men are portrayed as ordinary citizens involved in town affairs only. In contrast to St. Petersburg town life, life for many other people in America was much of an endeavor. For instance, in The Narrative of the Life Frederick Douglass depicts another America influenced by racial inequalities and slavery.à In his autobiography, Douglass describes the hardship that he was through and quite self-obsessed with the cruel realities. The slave owners exploited slaves per 12-14 hours a day. The spread of slavery was also connected with industrialization and urbanization processes, proposing unlimited opportunities for newly emerged industries and factories to obtain cheap labor (Douglass 1995). Even the life of a free black man differed greatly from his white neighbors. In contrast to Twainââ¬â¢s idealized image of minorities and their life, Douglass addresses a problem of racial inequality in the society and its impact on the life of an ordinary person. He unveils that racism caused grievances to all citizens in spite of their color of skin or persuasions. According to Douglass interpretation, the direct victims of racism were black men and women. On the other hand, Mark Twain describes town people as moral persons free from social and racial prejudices. For instance, Mark Twain portrays the widow Douglass as: ââ¬Å"the justice of the peace; the widow Douglass, fair, smart â⬠¦ her hill mansion the only palace in the town, and the most hospitable and much the most lavish in the matter of festivities that St. Petersburg could boastâ⬠(Twain 1920, 43). In general, Mark Twain describes moral health of people and their imperfection through the lens of morality and traditions rather than historical facts. All citizens of St. Petersburg become victims of their own prejudices and false values. Taking into account The Narrative of the Life by Douglass and Cherokee Trail of Tears by Fitzgerald, it is evident that life of ââ¬Ëblacksââ¬â¢ and Indians was marked by fight and rebellion. In big and small towns the problem was that American citizens, Indians and ââ¬Å"blacksâ⬠, were not equal in their rights and ââ¬Å"blacksâ⬠were not equally treated by majority of white population. While ââ¬Å"whitesâ⬠members of the society were universally proud of their background, African-Americans and Indians were the target of discrimination and outright racism. In The Adventures of Tom Sawyer, Mark Twain hides these problems portraying the happy life of all citizens. In the book Cherokee Trail of Tears, Fitzgerald describes events which took place in 1838 when Federal troops imprisoned 13,000 Cherokees in order to occupy their native lands. This was one of the most tragic events in American history unveiling policy of imperialism and segregation. Fitzgerald writes: ââ¬Å"By 1835, nearly three dozens additional land cessions had been concluded, reducing the once vast Cherokee territory to nothingâ⬠(Fitzgerald 2006, 15). That created a demand for a substitute reality, which could only be found in the fictitious world. Mark Twain does not give a detailed analysis of the epoch, but the spirit of the age runs through the novel. For instance, Mark Twain uses the theme of crime to create a story conflict and impress readers: ââ¬Å"A gory knife had been found close to the murdered man, and it had been recognized by somebody as belonging to Muff Potterâ⬠(Twain 1920, 99). In contrast, conflicts between Cherokees and the government depict the new social imperative of the society. These events unveil real history of American society and its attitude towards racial minorities. Fitzgerald describes that the Trail resulted in 5,000 deaths and ruined lives of 22 000 Indians. Fitzgerald critiques the era and uncovers discrepancy between different historical interpretations of this period. Taking into account the life of the pioneers going West and their fight with Indians, it is evident that the storyline of Mark Twain lacks the accuracy of narration and objective appraisal. For instance, many pioneers had to struggle with nature and native population. Struggle with nature probably was the only difficult battle in life. For the pioneers, rebellion meant absence of restrictions and compulsions, and in correlation with the idea of will, it is the opportunity to act as would be desirable. ââ¬Å"To those who may be obliged to exchange a cultivated region for a howling wilderness,â⬠declared its resolution [the Third Annual Convention 1833], ââ¬Å"we recommend, to retire into the western wilds, and fell the native forest of America, where the ploughshares of prejudice have as yet been unable to penetrate the soilâ⬠(Taylor 1998, 33). Rebellion was necessary because it opened freedom to all who were genuinely interested and met the criteria of a rioter. That was main principle on which rebellions were based in the United States. ââ¬Å"White western settlers rapidly constructed familiar racially based political and economic restrictionsâ⬠(Taylor 1998, 33). The events which took place in Texas and their fight for Independence with Mexico show that live of people in small towns was not easy, simple and uncomplicated as depicted by Mark Twain. Texas War of Independence took place in 1835-1836. It was a war between American settlers and the Mexican government. This Revolution was considered as a rational choice which included its aims, alternatives, consequences and choice. If American nation had taken such an action, it was based on the purposes to overcome oppression and created a set of new values and tasks. In general, the aim of rebellion was to fight for land, freedom and equal rights. On the one hand, it helped to attract attention of masses to social problems such as injustice and oppression. Rebellion was necessary because it drove the national idea and the knowledge not only of the monumental significance of the actions to be undertaken, but also the impact of a free democracy. The main events were the Battle of Gonzales, La Bahia, San Antonio and the Battle of the Alamo. Texas War of Independence was necessary because it showed a struggle for individual freedom which means much more than the absence of physical coercion. Every rebellion had a short term and long term goals which helped mutineers to reach their target. Desire of a nation to struggle as such did nothing, because only active operations led to rebellion. It was people who made claims or felt marginalized, and people who often disagreed, someà times quite fundamentally, about how their identity should be interpreted or understood. ââ¬Å"One reason for this was the desire of Mexican Revolutionaries to secure material aid from the United States. As a result there were several composite Mexican-American expenditures into the vast territory duringà the Revolutionary eraâ⬠(Nofi 2001, 10).à In many cases, fight for freedom and equal rights made use of racial differences. In this case, a necessity to rebel served as a causal explanation of it. Rebellion was a relational choice which allowed to start fighting and attract masses of people to rebel. It served like a signal for those who wanted to be free. In sum, Mark Twain gives only general ideas of the historical epoch and morals of people, but does not include real historical facts and events into the novel. Mark Twain idealizes town life paying no attention to racial differences and inequalities which led to social rebellion and struggle.à He does not describe that non-white population obtained a secondary role in the society and was deprived human rights and freedom. Due to industrialization and urbanization, the period under analysis (1830-1850) was a time of chaos and great change which left people with a sense of disillusionment. The historical facts mentioned above show that Mark Twain idealizes a town life and social relations. His specific world view and interpretation of the American history has a great impact on his literary works where he ridicules St. Petersburg citizens, their way of thinking and style of life, their believes and prejudices, because for most of them nothing is sacred: neither love nor human relations. Historical events suggest that racial differences and oppression undoubtedly motivated people to acts of extreme violence against those whom they classify as ââ¬Å"others.â⬠Racial confrontations acting as an original cause of rebellion forced Americans to struggle. References 1.à à à à à Douglass, F. Narrative of the Life of Frederick Douglass, An American Slave. Dover Publications, 1995 2.à à à à à à à à Nofi, A.A. The Alamo and the Texas War of Independence, September 30, 1835 to April 21, 1836: Heroes, Myths, and History. 2001. 3.à à à à à Fitzgerald, D.G. Cherokee Trail of Tears. Graphic Arts Books, 2006. 4.à à à à à Taylor, Q. In Search of the Racial Frontier: African Americans in the American West, 1528-1990. W. W. Norton, 1998. 5.à à à à à Twain, M. The Adventures of Tom Sawyer. P.F. Collier Sons, 1920. à à à à How to cite Life in America in 1830-1850, Essay examples
Friday, December 6, 2019
Marketing Evaluation free essay sample
Your task is to describe and evaluate the marketing plan of an automobile brand and model of your choice. For the marketing aspect of your evaluation focus on a particular model not the whole company: for example consider the Chevrolet Camaro, not GM as a whole. For the situation analysis you will need to consider more than just specific model, i. e. what is the situation of GM as a whole and how is this impacting the marketing of your particular model. You focus should be primarily Canada while recognizing that for the situation analysis especially, there may be issues globally (e. . world economy) that will be relevant. These worksheets are designed to assist you in your project. Worksheets are a useful tool because they help to ensure that important information is not omitted from your evaluation. Answering the questions on these worksheets will enable you to: 1. Organize and structure the data and information you collect during the situation analysis. 2. Use this information to better understand your firms strengths and weaknesses and to recognize the opportunities and threats that exist in the marketing environment. 3. Identify if goals and objectives that capitalize on strengths. . Identify if a marketing strategy that creates competitive advantages. 5. Identify and critique a plan for implementing the marketing strategy. By downloading these worksheets in an electronic format, you will be able to change the outline or add additional information that is relevant to your situation. Remember that there is no one best way to organize an evaluation of a marketing plan. The outline was designed to provide an analytical framework and to be flexible enough to accommodate the unique characteristics of the company you are reviewing. It is possible that not everything in the worksheets will apply equally to your company. You could start by reviewing Figure 2. 6, the overview of the marketing planning process found on page 62 of the text. You should also review Table 2. 2 and appendix 2 of your text. As you complete the worksheets, you should refer back to the text of the chapters as suggested throughout. In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the analysis, you should be accurate and realistic about the firms characteristics. Do not attribute strengths to the firm that it does really does not possess. Being accurate also goes for your listing of weaknesses. I. Executive Summary The executive summary is a synopsis of the overall evaluation. The executive summary is easier to write if you do it last, after you have written the entire evaluation . Include a description of the product, the target market, and the need for it in the market. You should give an overview of the main points of your evaluation. Most importantly, keep in mind that this is your opportunity to sell your marketing plan and entice your audience to read the details of the report. Company Description and Input from Corporate Strategies (pp. 45 54) Include a description of the companyââ¬â¢s recent history and successes and touch briefly upon the strategy for the organization as a whole. This may include elements such as: Mission Corporate objectives Strategic Business Unit (SBU) objectives (Figure 2. 1 on page 46 illustrates the stages in formulating a strategy for the company as a whole. ) III. Situation Analysis A situation analysis considers the internal circumstances of the organization or product, the external environment, competitive activity, and characteristics of the customer that may be relevant to the marketing plan. A situation analysis includes: â⬠¢ Internal analysis â⬠¢ Environmental analysis â⬠¢ Customer analysis â⬠¢ Competitive analysis A. Internal Analysis Review of marketing goals and objectives Identify the firms current marketing goals and objectives. State whether these goals and objectives are: Consistent with the firms mission Consistent with recent changes in the marketing or customer environments Leading to expected performance outcomes (sales volume, market share, profitability, awareness, brand preference) Review of current marketing performance Describe the firms current performance compared to other firms in the industry. Is the performance of the industry as a whole improving or declining? Why? If the firms performance is declining, what is the most likely cause (e. g. , environmental changes, flawed strategy, poor implementation)? Review of current and anticipated organizational resources Describe the current state of the firms organizational resources (e. g. , financial, capital, human, experience, relationships with key suppliers or customers). How are the levels of these resources likely to change in the future? If resource levels are expected to change: How can the firm leverage additional resources to meet customer needs better than competitors? How can the firm compensate for future constraints on its resources? Review of current and anticipated cultural and structural issues In terms of marketing strategy development and implementation, describe the positive and negative aspects of the current and anticipated culture of the firm. Examples could include: The firms overall customer orientation (or lack thereof) The firms emphasis on short-term vs. long-term planning Willingness of the culture to embrace change Internal politics and power struggles The overall position and importance of the marketing function Changes in key executive positions General employee satisfaction and morale B. Environmental Analysis Review Chapter 4 Economic Growth and Stability Identify the general economic conditions of the country, region, province, and local area in which the firm operates: Political, Legal, and Regulatory Issues Identify any political activities that affect the firm or the industry: Changes in elected officials (domestic or foreign) Industry (lobbying) groups Consumer groups Changes in Technology Identify ways that changing technology has affected the firms customers: Identify ways that changing technology has affected the way the firm or the industry operates Identify current technologies that the firm is not using to the fullest potential: Identify future technologies that may increase the risk of product obsolescence: Sociocultural Trends Identify changes in societys demographics and values that will affect the firm or the industry (if this becomes too broad, focus on the firms target customers): Explain the changes that shifting demographics and values will have on the firms: Identify any problems or opportunities that may be created by changes in the cultural diversity of the firms customers and employees: Identify any ecological issues (pollution, recycling, energy conservation) that the firm or industry is facing: Identify the ethical and social responsibility issues that the firm or industry is facing: C. Customer Analysis Review Chapters 6 7 There are seven general questions that marketers should ask about their customers: 1. Who are our actual and potential customers? 2. Why do they buy our product? 3. Why do others not buy our product? 4. Where do our customers buy our product? 5. How do they buy it? 6. When do they buy it? 7. What do they do with our product? Who are the firms current and potential customers? Describe the important identifying characteristics of the firms current and potential customers: Demographic Geographic Psychographic Product usage Identify the important players in the purchase process for the firms products: Purchasers (actual act of purchase) Users (actual product user) Influencers (influence the decision, make recommendations) Financial responsibility (who pays the bill? ) What do customers do with the firms products? Where do customers purchase the firms products? Identify any trends in purchase patterns across these outlets (e. g. , how e-commerce has, or could, change the way the firms products are purchased). When do customers purchase the firms products? Factors under the firms control Factors not under the firms control Why (and how) do customers select the firms products? Describe the basic benefits provided by the firms products relative to competing products: Describe the degree to which customers needs are being fulfilled by the firms products relative to competing products: Describe how customers needs are expected to change in the future. Describe the relative importance of transactional (short, one-time) vs. relational (long-term, ongoing) exchange processes when customers make a purchase: Why do potential customers not purchase the firms products? After answering these seven questions, then you can look at segmentation and positioning analysis (see p. 267 for positioning analysis and positioning maps). D. Competitive Analysis (pp. 121-12,; 295, 387) Identify the firms major competitors (brand, product, generic) Identify the characteristics of the firms major competitors: List any potential (future) competitors not identified in the preceding.
Subscribe to:
Posts (Atom)