MARKETING PLAN

Trek is a worldwide company which was established in 1979. When Trek was established, it had a simple mission, that is, to build the best bikes in the world (Trek Bicycle Corporation, 2012).Advertising We will write a custom report sample on Marketing Plan specifically for you for only $16.05 $11/page Learn More Portfolio Analysis Product Life Cycle (PLC) Trek products have undergone four stages in their life cycle namely introduction, growth, maturity and decline. Under the introduction stage, Trek’s products were first sold in US before the company expanded its market to England (Johnson, 2008). Under the growth stage, Trek expanded its market such that in 2005, Trek bikes were available in over 90 countries via 10 subsidiaries and around 70 distributors (Johnson, 2008). During this stage, the company moved from producing only mountain bikes to producing a variety of products like road bikes as well as town bikes. In the maturity stage, Trek pro ducts have become available worldwide even through the internet. In this stage, Trek products have become customer oriented through the Project One custom build program (Johnson, 2008). This enables customers to select their own features to be applied in making their bikes. Trek products are yet to undergo the decline stage and are still under maturity. BCG Matrix Adapted from:  http://www.netmba.com/strategy/matrix/bcg/ Under the BCG matrix, there are four sections which include; stars, cash cows, dogs and question marks. This section shows different combinations of both market growth rate and relative market share. Trek’s products in the BSG matrix, fall in different sections. The mountain bikes fall under the star section as they have both high market growth rate and high relative market share. The road bikes fall under the cash cows section with low growth rate but relative market share. Collections which include women’s bikes fall under the BSG dogs section a s they have both low market growth rate and low relative market share. The town bikes fall under the section of question marks because of their high market growth rate and low relative market share. This portfolio analysis shows how different Trek’s products are faring in the market.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More SWOT Analysis Trek has established itself in producing high quality products which is one of its strengths (Griffin, 2011). The company has other strengths, weaknesses, opportunities, and threats. This company’s SWOT analysis is summarized in a grid format below. Strengths Trek’s Advanced Components Group is dedicated in ensuring it offers innovative and quality products (Johnson, 2008). Trek dynamic partnerships with organizations such as Bikes Belong and Bikes around the Community to ensure greater good (Johnson, 2008). Trek passion for bicycle industry which is evident as it actively promotes new regulation (Johnson, 2008). Weaknesses Lack of customer demographics as it is unaware of its core consumers (Johnson, 2008). Trek is too aggressive with their management as it tries not to compromise its great brand equity (Johnson, 2008). Trek has failed to produce a variety of products to exploit a larger range of customers (Johnson, 2008). Opportunities Bicycles becoming preferred mode of transportation with rising cost of gas and the upcoming of the Green Movement (Johnson, 2008). Aging population turning to cycling as a way to stay physically active to avoid poor health (Johnson, 2008). The launch of Go By Bike challenge has increased use of Trek bikes for short distances (Johnson, 2008). Threats Japan’s introduction of innovative and highly technological advanced products in the bike industry (Johnson, 2008). The rise of commodity prices due to the economy and the cost of materials (Johnson, 2008) . Competing prices from competitors like Specialized Bicycle Components (Johnson, 2008). Competitors With Trek operating worldwide, it faces great competition from other companies in the bike industry. The greatest competitors include; Giant Manufacturing, Specialized Bicycle Components, Electra Bicycle and Schwinn Bicycle Company (Johnson, 2008). Giant Manufacturing has established good marketing of their products all over the world. This has been possible through advertising mostly through promotions and tournaments. This has created a big name with brand recognition in the world. The company has a variety of products to suit different needs of different categories of their consumers. The company enhances its distribution through use of bike dealers and local retailers. Specialized Bicycle Components has developed from producing only mountain bikes to also producing road bikes. The company has established itself with the introduction of Stumpjumper in both mountain and road b ikes. The company has established a strong market hold through its production of cutting-edge bicycle products. The company has intensified its distribution through use of sporting good stores and discount retailers as a way of reaching new customers (Jobber, 2010). Electra Bicycle is another Trek’s big competitor with its bikes guaranteed to be creative ones. The company’s success has greatly been influenced by production of cruiser bicycles which were America’s standard bike in early 1930’s. The company has applied innovation in combining modern bike styles with that of cruisers. This use of old school looks with contemporary technology to produce cruiser bikes has led to the company’s significant growth. On the other hand, Schwinn Bicycle Company has remained successful as a cheap entry-level bike as its brand has been around longer as compared to other competing companies. The company was associated with production of quality bikes but this has changed. The company has been unable to produce quality bikes but still have an upper-level lineup. With the idea of poor quality products among consumers, the company’s market share has decreased significantly. The company still has the opportunity to capture some of the lost market share through use of the new line of bikes it has introduced. This will only be possible if the company markets them correctly (Svend, 2006).Advertising We will write a custom report sample on Marketing Plan specifically for you for only $16.05 $11/page Learn More Though Trek is a faced with high competition from its competitors it is still faring well worldwide due to its competitive advantage. Through its production of quality and innovative products which are customer oriented, Trek has become the best not only to bikers but even to non-bikers. This has been as a result of its constant quest for innovation in the maturity stage and across regions (Kolter, and Arm strong, 2010). Four key issues One of the key issues the company should address is how to maintain and increase the market share of current products. This is because the company has a weakness of forecasting and reacting to demand. This is because this weakness under Ansoff Growth matrix calls for market penetration. Another issue which Trek should consider is how to come up with new products through product development to solve its weakness of lack of a variety of products (Cooper, and Lane, 1997). Another issue to consider should be which technology to be applied in order to ensure production of products which compete with those from Japan and which promote Green Movement. The fourth issue which the company should consider is how to restructure a mature market through driving out competitors (Kumar, 2010). This according to Ansoff Growth matrix will enable market penetration. According to Ansoff‘s Growth matrix, the company should undertake market product development as it s growth strategy (Bachmeier, 2009). This is because under the PLC analysis the company is under the maturity stage. Under this stage, though the company has introduced new products like road bikes and town bikes, more innovative products are required under collections. In the BCG matrix the collections are under the question mark section as they have high market growth but low market relative share. This means that the company needs to come up with new innovative and technologically advanced products under collections as a way of product development (Doyle and Stern, 2006). References Bachmeier, K., 2009. Analysis of Marketing Strategies Used by PepsiCo Based on Ansoff’s Theory. Norderstedt: GRIN Verlag.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Cooper, J., Lane, P., 1997. Practical Marketing Planning. Athens: Macmillan. Doyle, P., Stern, P., 2006. Marketing management and strategy. New York: Financial Times Prentice Hall. Griffin, R., 2011. Fundamentals of Management. New York: Cengage Learning. Jobber, D., 2010. Principles and Practice of Marketing. New York: McGraw-Hill Education. Johnson, S., 2008. Trek Bicycle Corporation: Situation Analysis. Web. Kolter, P., Armstrong, G., 2010. Principles of Marketing. New York: Pearson. Kumar, D., 2010. Enterprise Growth Strategy: Vision, Planning and Execution. Farnham: Gower Publishing, Ltd. Svend, H., 2006. Marketing planning: a global perspective. New York: McGraw-Hill Education. Trek Bicycle Corporation, 2012. We believe in a better world. Web. This report on Marketing Plan was written and submitted by user Lindsey Goff to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Marketing Plan Terms of reference The business plan is to start Acme consulting Services Company that provides consultancy services to companies which deal in the production of hardware and software products to become competitive in the current and new markets by identifying effective distribution channels to reach local and international markets and to increase the market shares.Advertising We will write a custom report sample on Marketing Plan – Acme Consulting Services Company specifically for you for only $16.05 $11/page Learn More Executive summary This is a business plan for Acme consulting Services Company that aims to offer consultancy services to corporate entities like IBM in the computer hardware and software industry. The services include identifying new market opportunities and hardware and software distribution channels that could be cost effective and assure higher returns on investments. To determine the feasibility of the business plan, the auth or conducted a comprehensive analysis of the macro and micro business environments, a SWOT and PESTEL analyses to evaluate the different marketing environments. Porter’s five forces were used to determine the role the forces play in the market to help formulate an effective business strategy and the most appropriate approach to control the business and ensure success. Business Mission Acme consulting company’s business mission is to provide high quality professional marketing consultancy services for computer hardware and software manufacturers. Political factors Here, computer hardware and software and related electronic devices are sold under the â€Å"copyright, patent, trademark, and trade secret laws and the licensing of rights in software subject to contract law, bankruptcy law, and antitrust (competition) laws† (Neubauer Meinhold 2012, p.3). Economic Factors Computer technology is one of the largest employers in the UK’s job market that has experi enced rapid growth and enables companies to increase productivity in different sector of the economies of many countries (Knox, Agnew McCarthy 2014). For instance, Intel’s cumulative economic impact showed an increase of â€Å"44,800 jobs in 2008 to 53,200 in 2012, with a $39.4 billion in wages and salaries and benefits and a contribution of $120.7 billion to the GDP of the UK (Knox, Agnew McCarthy 2014). The direct impact on the economy includes job creation, increase in GDP and availability of labor as shown in figure 1.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Figure 1: Intel benefits (Keller Yeaple 2009) Statics show that the price of computer hardware and software decreased by 67% between 2002 and 2007 and a 40.3% decline in the price of semiconductors† (Keller Yeaple 2009). However, the current business plan is justified because a decrease in price stimulate s demand for hardware and software products in the international market leading to higher profits that translates to increased service turnover. Microenvironment Market According to Duke and Tucker (2007), the consultancy services offered by Acme targets high technology computer hardware and software product manufacturers intending to increase their market shares in the United States and European markets. The potential customers include executives from large corporations, sales representatives and general managers charged with the responsibility of creating and expanding local and international markets for the software and hardware products (Singh, Veron-Jackson Cullinane 2008). Acme provides solutions for market access problems experience by large corporations using the company’s consultancy services by enabling the companies to avoid investing in high risk markets to reduce the cost of hiring new staff (Zou Cavusgil 2002). Internal Marketing Audit The internal market audi t was conducted to determine the strengths and resources required to make the company competitive in the market. According to Kotler and Armstrong (2013), skilled manpower is important for a company to be successful and based that argument, Acme has hired 5 skilled personnel with supply chain and marketing management skill and content publishing on the company’s websites.Advertising We will write a custom report sample on Marketing Plan – Acme Consulting Services Company specifically for you for only $16.05 $11/page Learn More The new workers have knowledge and contacts of customers across a large network of customers across the world (Wei 2010). Acme consultancy has a disciplined workforce employed on a permanent terms of services. In addition, the company has an efficient marketing team who are well trained marketing strategies and relationship management (Morgan, Vorhies Mason 2009). According to Zou and Cavusgil (2002), a critical eva luation of the approaches used to interface with the customers recommends Acme consultancy services to coordinate the communication function to achieve the communication goals effectively (Pride 2008). When seeking for clarification on issues, the company has specialised personnel who interact with the clients by updating the client on issues that might arise in the market. A critical analysis of the company’s performance between 2010 and 2014 shows a 10% increase of profits in the first year and an increase in demand for the consultancy services (Piercy Morgan 1994). The strategic issues that were considered in the study include cost leadership, cost focus, differentiation focus, and differentiation of the services. The cost leadership strategy is based on the lowest prices that Acme offers and uses for competitive advantage in the current market (Helms Nixon 2010). Most of the competitors offer high prices as compared with lower prices offered by the Acme consultancy Comp any. However, by combining good pricing, focus on service provision, and market segmentation and the operational strength of the company in the current market, an overall balance of the generic factors that puts the company in the middle of the rectangle is achieved (Roger 2010). Operating results The expected turnover from the consultancy services is expected to increase by 20% in the first year and increase by 20% per year for the next two years before achieving a 50% increase in 5 years. The estimates are based on the size of the market, the company’s competitive advantage over rival companies that offer similar services in the industry. Strategic Issues analysis An analysis of the service provision industry shows that most of the industry players lack the competencies of skilled consultants who can advise them in the distribution of software and hardware products in the market (Filip 2012). The gap provides a significant opportunity for Acme to fill by making an investmen t in the industry to generate revenue by addressing the gap in the industry.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More However, Acme faces the challenge of how to brand itself to be viewed as a risk free consultancy service provider to enable the large companies invests in the services and develop a positive risk appetite for the services provided by the company. Marketing Objectives To increase the volume of sales of the computer hardware and software products by 10 per cent in each market segment To increase the number of corporate entities seeking for Acme consultancy services on computer hardware and software distribution channels and market growth by 7% in each year’ To increase the revenue earned from the consultancy services by 5% of the current revenue generation in the next financial year. To increase the Internet presence of the Acme consultancy services in the Internet market by 20%. Market Segmentation Zou and Cavusgil (2002) contend that segmentation should be a strategic tool that enables a company to focus on the market and specialise in the provision of consultancy services. Here, the strategic market segments are the large corporation in the United Sates that include Apple, Microsoft, IBM and Hewlett-Packard that manufacture specialised computer hardware and software products. According to Tavitiyaman and Zhang (2011), Acme offers services by identifying the best supply chain channels and alternative companies to use to outsource their services. Core competencies The company has employed highly skilled and experienced personnel with over 10 years working experience in the industry. The employees have worked with many clients in the industry and many of their clients always remain loyal to them (Cole, Graves Cipkowski 2010). Competitive advantage The company has a strong brand image and many of the employees are experts with a lot of experience and knowledge in computer hardware, software, and marketing skills as added advantages. Positioning in the market The company will conduct a comprehensive market analysis by identifying the target customers who are the manufacturers of computer hardware and software in the UK and create a strong market positioning strategy shown below. Figure 2: Market positioning (Takano 2009) The figure shown above provides a market positioning model for the company to use to position itself in the market. The model shows the elements identified by customers, the points of reference, and the competitive frames to focus on when positioning the company ion the market. Portfolio Analysis Figure 3: Competitiveness (Sridhar 2010) The firm proposes to invest in the provision of consultancy services in the computer hardware and software industry to enable the firms benefiting from the services to identify the most profitable markets both locally and internationally. Marketing mix effectiveness The marketing mix consists of the product, price, place, and promotion components that are critical for the company’s success because promotions is conducted through social media websites to reach large audience of customers. Figure 4: Service marketing mix (Sridhar 2010) The elements to consider to be effective include processes, physical evidence of the location of the company and its infrastructure, the evidence of the links among different companies, promotional tools such as advertisements on the Internet, the people, the product being offered the services, the pricing, and the place (Internet). Marketing structures systems The company has a partnership with three partners who contributed financial resources to start the company. The business was not incorporated entity because the owner decided to have a sole proprietorship, but the terms of the business contract binding the three stakeholders together are drawn in an agreement that shows the binding terms and how to share the profits from the business. The agreement includes the roles of each stakeholder in the business. The company stakeholders hold monthly meetings to evaluate the performance of the business and create new strate gies when necessary. SWOT Analysis Strengths Service focused on effective distribution channels and new markets A balanced pricing strategy based on Porters generic strategies Strong brand recognition Weaknesses I. Lack of office branches in emerging markets Opportunities Increase in demand for new markets and efficient and cost effective distribution channels Threats New entrants Table 1: SWOT analysis (Sridhar 2010) The strengths of Acme consultancy services include effective and efficient distribution channels in existing and emerging markets for the large corporations to optimise to increase revenue, increase market share, and reduce by a significant amount the number of costly distribution channels and markets (Takano 2009). Marketing Objectives The objectives are based on the following suggestions: Employ a brand positioning strategy for IBM and other computer hardware and software products. Provide evidence to the prospective clients of the ability to identi fy new markets, optimise existing distribution channels, and create cost effective high response channels for their products. Strategic objectives An analysis of the current market needs shows that companies are in need of identifying cost effective distribution channels and Porter’s Five Forces Sridhar (2010) argues that the five forces model provides the baseline for the management of the company to analyse its business strategy and the level of competition to determine the attractiveness of the business. In context of Porter’s five forces’ framework, Acme applies its core competencies to generate revenue and profits that are above industry profits. According to Sridhar (2010), the framework is composed of five components which include the bargaining power of the entrants, the threat of new entrants, threat of substitutes, and the bargaining power of buyers as illustrated in table 1 below. Figure 5: Industry Rivalry (Sridhar 2010) Bargaining power of supplie rs Roger (2010) maintains that the concept of the bargaining power of suppliers is based on the ability of the customer to exert pressure on Acme consultancy Services Company adjust to prices to the needs of the customers’ buying or consuming the consultancy services. There are competitors that can offer the consultancy services on hardware and software product and identify cost effective distribution lines (Sridhar 2010). Threat of new entrants Sridhar (2010) provides a critical analysis of the consultancy industry in the computer software and hardware industry showing that increasing opportunities in the industry are likely to attract new entrants into the computer hardware and software consultancy services industry. Rao, Agarwal and Dahlhoff (2004) argue that the government policy, customer loyalty, brand equity, capital requirements, absolute cost, economies of scale cost advantage, and access to distribution channels make it more difficult for new entrants into the indus try. Threat of substitutes In theory, the threat of substitutes revolves around the propensity of the customers to switch to other companies offering similar services. According to Rao, Agarwal and Dahlhoff (2004), the potential factors Acme has evaluated include the switching costs, ease of substitution, quality depreciation, the relative performance of the substitute companies, number of companies offering substitute services in the market, and the perceived level of services differentiation to formulate a strategy to address the threat of substitutes. The overall conclusion is that the threat of substitutes is low. Bargaining power of buyers The bargaining power of buyers is based on the concepts of buyer concentration where the number consumers of the services offered by Acme consultancy services determine the degree of dependence of the firm on the buyers. According to Sridhar (2010), the availability of information of the services and the companies that offer similar services, the price sensitivity of the company that are receiving the services from Acme consultancies, and the buyer bargaining leverage contribute to the strategic approach the company will make to ensure that the company addresses the concern of buyer powers to lock in the customers. Industry Rivalry Sridhar (2010) argues that competitive rivalry is a situation where different firms operating in the same industry offering similar services compete for the available market. The degree of transparency in the provision of the consultancy services by other firms is high. Morgan, Vorhies and Mason (2009) contend that the presence of firms on the Internet is high and that has increased the competition from the firms offering consultancy services. However, to address issues related to industry rivalry, the firm’s strategy is based on the powerful competitive strategy to address the rivalry in the industry (Sridhar 2010). PESTEL The Political, Economic, Social and Technological analysis (PE STEL) referred to as PESTEL are macro-economic forces that could have a potential effect on the operations of Acme consultancy Services Company (Tuten 2009). Political The company will operate in countries with political stability where copyright laws cannot be violated (Ho 2014). Economic The economies of the current and target markets suffered the global economic crisis but they have recovered and the demand for computer hardware and software products is on the rise (Kotabe Helsen 2014). Social The social factors in the current and target markets include the aspects of health, culture, attitude and emphasis on safety, and the market demand for the use of the computer hardware and software products (Yà ¼ksel 2012). Technological The technological aspect include the rapid changes in technology and the need adapt to the changes. The study shows that the corporate entities in the business are sensitive to the rapid changes in computer technology and the provision of products that ar e up to date and latest in the market (Yà ¼ksel 2012). Legal environment The legal environment allows for freedom of association in many countries the company intend to take its operations (Neubauer Meinhold 2012). Core strategies The core business strategy will be based on pricing the services being offered by the company to ensure that the customers are offered services at competitive prices compared to those offered by competing firms. In addition, the market research reports will be priced at $ 5,000 and each consultancy service will be priced at $ 2000 per day and $ 10, 000 per month for the service providers that are retained and giving daily services for a full moth (Kotler 2011). The sales strategy is defined by information on the project, retailer, market research, and strategy reports. In addition, the core elements that define the strategy include a good pricing mechanism using social media and communication channels for promotional purposes. According to Thackeray, Nei ger, Hanson and McKenzie (2008), the place strategy consists of the use of a website to host details about the services on offer, the people consists of the challenges facing the corporations, the product consists of the services tailored for each company, and the process consists of the procedures necessary to develop excellent consultancy services (Van Zee 2009). Target markets The target markets will include the United States, the UK, Latin America, and the third worlds countries markets that are emerging and growing quickly. Competitor targets The competitor target is DSofware that is now offering consultancy services at exorbitant prices that has weakened its position in the market, lowering its competitiveness in the market (Uzama 2009). Competitive advantage use of skilled and experienced staff.  Establishment of many links with many companies in the local and international markets. Marketing Mix Decisions Description Product Marketing research that provides detailed a nalysis of the market intelligence reports on the performance of other companies. Price Compare and determine the right pricing strategies People The employees are equipped with the right skills to offer the consultancy services required in the computer hardware and software industry. Promotion Promotion will be done on the Internet, social media, brochures, and other communication platforms. Distribution The distribution channels include the use of media to reach different companies in need of the service offered by the company. Table 2: Marketing mix (Kotler Armstrong 2013) The table shows the marketing decision mix elements of distribution, price, promotion, people, and product that the company will consider when making the decision to offer consultancy services for the corporate entities in the computer hardware and software industry (Thackeray et al. 2008). Budget Details $ Startup expenses Legal fees 1,000 Insurance 5,00 Consultancy 250 Stationery 500 Brochures 500 Expense equipment 4000 Total 6750 Starting assets Current Assets 5000 Cash at hand 15000 Total 20,000 Long term assets Funding sources 5000 Shareholder A 2500 Shareholder B 2500 Total 10,000 Liabilities Borrowings 2500 Account payable 10,000 Total 12,500 Total liabilities and capital 49, 250 Table 3: Budget (Author 2014) The budget is subject to revision depending on changes that might occur in the market and people who may show interest to become share shareholders. Organisation and Implementation Regular meetings are held with the employees under the leadership of the organisational manager to on a weekly basis to evaluate the success of the company and the problems and challenges the company faces in the provision of consultancy services (Terrados, Almonacid Hontoria 2007). In addition, the management evaluates the performance of the employees of the company and to formulate new motivation and strategies to remai n competitive in the market. Control To determine the success of the marketing plan, the firm will engage in a comprehensive evaluation and control process (Zou Cavusgil 2002). Various parameters will be utilized in determining the success of the marketing plan. Firstly, the firm will analyze its sales revenue in order to determine the percentage change. The margin of change obtained from the analysis will enable the firm to determine the effectiveness of its marketing strategies (Goi 2009). Reflexive Account Before I wrote this business plan, I used to think that it was an easy task. However, when I started to write the business plan, I realised how important it was to read widely on different areas that contribute to a comprehensive business plan (Westwood 2013). For the first time I was able to read be informed of the need to identify the core elements of a business plan stating with the mission statement that provides the purpose or the reason for the existence of the company. I came across many business plans that have been prepared by different authors on the Internet and I noted that conducting an audit of the internal and external market environment was a preliminary and important step in the right direction in determining the feasibility of the plan. The political and economic factors of the macro environment were fundamental in determining the viability of doing business in different environments. A study of the micro environment was done by analysing target market segments to tailor the services according to the needs and expectations of the customers using the business plan. One of the areas of critical importance to the study is Porter’s five forces in the market. The five forces provide the company with the ability to analyse its business strategy by determining the impact of the five forces on its overall strategy. I was able to identify the competitors and the effects they could have on the company’s business strategy and that en ables me to revise the strategy to ensure that the results were according to the business goals and objectives. The main forces were the rivalry in the services industry that consists of the threat of new entrants, threat of substitutes, bargaining power of suppliers, and the bargaining power of the buyers. The most important element here was to translate the academic practices and knowledge into the real world business environment.  As I continued with the study by putting the business plan elements together, I realised that adding a SWOT analysis to the competitive framework of the company, I was able to determine the strengths of the company, its weaknesses, the market opportunities, and the threats from new entrants into the industry and the strategic methods to address the weaknesses and threats of the new entrants. SWOT was important because I was able to identify the key strengths and optimise them to exploit the weaknesses of the competitors to penetrate the market and inc rease revenue from the services being offered by the company. Using the SWOT and the PESTEL analyses by combining the results from the study, I was able to decide on the best methods to use to achieve the business objectives I had set down and the core strategies to pursue using the current budget I had drawn. In conclusion, I have realised the importance of writing a business plan, the important of creating and outline of the control strategy, and need to motivate employees before starting a business. References Cole, K., Graves, T Cipkowski, P 2010, ‘Marketing the library in a digital world’, The Serials Librarian, vol. 4, no. 58, pp. 182 Duke, L M Tucker, T 2007, ‘How to develop a marketing plan for an academic library’, Technical services quarterly, vol. 1, no. 25, pp. 51-68. Filip, A 2012, ‘A global analysis of the educational market environment’, Procedia-Social and Behavioral Sciences, vol. 1, no. 46, pp.1552-1556. Goi, C. L 2009, â₠¬ËœA review of marketing mix: 4Ps or more?’, International Journal of Marketing Studies, vol. 1, no. 1, pp.2 Helms, M M Nixon, J 2010, ‘Exploring SWOT analysis–where are we now?’, A review of academic research from the last decade. Journal of Strategy and Management, vol. 3, no.3, pp. 215-251. 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Sridhar, K 2010, ‘An incumbent vs. a new entrant: a Porter’s five forces tale of a powerful electricity provider vs. a green energy retailer’, International Journal of Sustainable Strategic Management, vol. 2, no. 2, pp. 138-154. Takano, S E 2009, ‘Application of combined SWOT and Analytic Hierarchy Process (AHP) for tourism revival strategic marketing planning: A Case of Sri Lanka tourism’, Journal of the Eastern Asia Society for Transportation Studies, vol. 1, no. 8, pp.112 Tavitiyaman, P, Qu, H Zhang, H Q 2011, ‘The impact of industry force factors on resource competitive strategies and hotel performance’, International Journal of Hospitality Management, vol. 3, no. 30, pp. 648-657. Thackeray, R Neiger, B L, Hanson, C L McKenzie, J F 2008, ‘Enhancing promotio nal strategies within social marketing programs: use of Web 2.0 social media’, Health promotion practice, vol. 4, no. 9, pp. 338-343. Terrados, J, Almonacid, G Hontoria, L 2007, ‘Regional energy planning through SWOT analysis and strategic planning tools.: Impact on renewables development’, Renewable and Sustainable Energy Reviews, vol. 6, no. 11, pp. 1275-1287. Tuten, T 2009, ‘Real world experience, virtual world environment: The design and execution of marketing plans in Second Life’, Marketing Education Review, vol. 1, no. 19, pp. 1-5. Uzama, A 2009, ‘Marketing Japan’s travel and tourism industry to international tourists’, International Journal of Contemporary Hospitality Management, vol. 3, no. 21, pp. 356-365. Van Zee, A 2009, ‘The promotion and marketing of oxycontin: commercial triumph, public health tragedy’, American Journal of Public Health, vol. 2, no. 99, pp.12-29 Wei, M 2010, ‘Construction of mark eting management information system of travel agency based on customer relationship management’, Advanced Materials Research, vol. 1, no. 136, pp. 69-76. Westwood, J 2013, How to write a marketing plan, Kogan Page Publishers, London Yà ¼ksel, I 2012, ‘Developing a multi-criteria decision making model for PESTEL analysis’, International Journal of Business and Management, vol. 24, no. 7, pp. 52 Zou, S Cavusgil, S 2002, ‘The GMS: a broad conceptualization of global marketing strategy and its effect on firm performance’, Journal of Marketing, vol. 4, no. 66, pp. 40-56. This report on Marketing Plan – Acme Consulting Services Company was written and submitted by user Eva Ross to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Marketing Plan

Consecuencias migratorias violencia doméstica en EE.UU.

Consecuencias migratorias violencia domà ©stica en EE.UU. En Estados Unidos, la violencia domà ©stica es un crimen  y sus và ­ctimas podrà ­an tener derecho a diferentes protecciones, incluso de carcter migratorio. Por otro lado, los abusadores podrà ­an sufrir castigos graves. La violencia domà ©stica es un tema muy delicado. Por ello, en este artà ­culo se informa sobre quà © se considera como violencia domà ©stica en este paà ­s, cules son los tipos de ayuda que pueden solicitar las và ­ctimas y cà ³mo se hace asà ­ como los posibles alivios migratorios a los que podrà ­an tener derecho y quà © hacer si el abusador acusa a la và ­ctima de violencia domà ©stica de haber cometido un delito. Por otro lado, tambià ©n se explican los à ºltimos cambios en la polà ­tica que aplica en la frontera a los solicitantes de asilo por violencia domà ©stica y, finalmente, se enumeran las posibles consecuencias la informacià ³n a destacar que hay que tener es la siguiente civiles, penales y migratorias para los abusadores condenados por violencia domà ©stica Quà © es violencia domà ©stica en Estados Unidos La violencia domà ©stica es un delito que puede ser cometido de diversas formas, ya que puede incluir conductas como por ejemplo: causar daà ±o fà ­sicoasalto sexual. Es decir, obligar a otra persona a mantener relaciones sexuales, incluyà ©ndose tambià ©n el caso de espososmanipulacià ³n emocionalaislamiento de una persona de su entornoamenazas con causar daà ±o o de carcter econà ³mico o migratorio – llamar a la migra–, o de quitar a los nià ±osabuso infantil, lo cual incluye conductas como daà ±o fà ­sico, castigos excesivos, no dar alimentos, alojamiento o supervisià ³n, asalto sexual y abuso emocional, como por ejemplo, amenazas o manipulaciones de carià ±o. La violencia domà ©stica se da en un ambiente à ­ntimo, familiar, en el que las và ­ctimas pueden ser las mujeres, los nià ±os y tambià ©n los varones. Puede ser entre esposos, entre relaciones semejantes a las de matrimonio, como parejas de hecho, entre ex esposos o ex parejas o cuando abusador y và ­ctima tienen un hijo en comà ºn, aunque ahora ya no està ©n conviviendo.  Adems,  puede ocurrir en relaciones entre un hombre y una mujer o entre parejas del mismo sexo. Protecciones para las và ­ctimas de violencia domà ©stica Entre los derechos no migratorios que pueden solicitar las và ­ctimas de violencia domà ©stica destacan el de solicitar una orden de proteccià ³n o una orden de alejamiento frente al agresor. Es lo que se conoce en inglà ©s como una protection order o una restraining order. Se puede llenar una aplicacià ³n para una orden de proteccià ³n en una comisarà ­a de policà ­a (precinto), en una Corte, en los refugios y en las oficinas de abogados. Asimismo, en el caso de solicitar el divorcio en el caso de parejas casadas, se podrà ­a tener derecho a obtener una parte de las propiedades conjuntas. Tambià ©n se tiene derecho a obtener una pensià ³n para los hijos y podrà ­a obtenerse tambià ©n para la và ­ctima de la violencia. Los padres estn obligados a pagar una pensià ³n alimenticia a sus hijos menores de 21 aà ±os que no viven con ellos en el mismo hogar. El no pagar la pensià ³n de alimentos puede tener serias consecuencias civiles e incluso penales y migratorias. Se puede tener derecho a ser alojado en un refugio, a asistencia legal, a un intà ©rprete si hay problemas para entender o hacerse entender en inglà ©s e incluso podrà ­a tenerse derecho a ayuda econà ³mica. Todas estas protecciones cubren a las và ­ctimas de violencia domà ©stica sin importar su estatus migratorio. Protecciones migratorias para las và ­ctimas de violencia domà ©stica Dependiendo de las circunstancias de la và ­ctima, existen diferentes opciones: Peticià ³n para sà ­ mismo y para los hijos, segà ºn lo que se conoce como VAWACuando ya hay una orden de deportacià ³n puede pedirse lo que se conoce como Cancellation of removal o cancelacià ³n de la deportacià ³n.Y, para casos no comprendidos en los anteriores podrà ­a aplicar la visa U, que protege a và ­ctimas de violencia, incluidos los casos de violencia domà ©stica. En este punto de protecciones migratorias hay que destacar tres caracterà ­sticas. En primer lugar, estas aplicaciones son confidenciales, esto quiere decir que el abusador no lo va a saber. En segundo lugar, es muy importante contar con asistencia de un abogado migratorio con experiencia en estos casos. Estamos hablando de temas muy delicados y es importante asegurarse de que todos los pasos estn bien dados. Hay que evitar dar un mal paso y que la và ­ctima de violencia domà ©stica pueda acabar deportada, para ello lo mejor es asesorarse antes con un abogado con conocimientos y experiencia sobre este tipo casos. Y finalmente en tercer lugar, para los casos en los que no aplican las tres protecciones mencionadas es recomendable informarse sobre si pudieran aplicar las protecciones de la visa T, para và ­ctimas de trfico humano o las del Programa de Inmigrantes Juveniles Especiales.  ¿Dà ³nde buscar ayuda en los casos de violencia domà ©stica? Las và ­ctimas, sin importar su estatus legal, pueden marcar al 911 y pedir ayuda a la policà ­a. Tambià ©n pueden buscar ayuda en: Là ­nea abierta nacional contra la violencia domà ©stica: 1-800-799-7233Là ­nea abierta de la red nacional contra el asalto sexual, violacià ³n, abuso e incesto (RAINN, por sus siglas en inglà ©s): 1-800-656-4673Centro nacional de nià ±os desaparecidos y explotados: 1-800-843-5678Centro nacional para và ­ctimas de crà ­menes: 1-800-394-2255  ¿Quà © sucede cuando và ­ctima es acusada de delito por abusador? Esta circunstancia, lamentablemente, no es rara y se produce con relativa frecuencia. La và ­ctima debe de tener claro que en los Estados Unidos nadie est obligado a declarar en su contra y que en el caso de acusaciones penales se tiene derecho a defensa de letrado. Si la và ­ctima tiene o pudiera tener problemas migratorios, lo aconsejable es asesorarse siempre por un abogado penal y tambià ©n por uno migratorio. Hay que evitar tomar decisiones rpidas para salir de un problema penal porque puede acabarse teniendo un gran problema  migratorio. Peticià ³n de asilo en frontera por causa de violencia domà ©stica El gobierno del presidente Donald Trump est implementando una nueva polà ­tica que aplica en la frontera a los solicitantes de asilo por causa de tienen miedo de regresar a sus paà ­ses porque son và ­ctimas de violencia domà ©stica o porque tienen miedo de la violencia de las pandillas. Los solicitantes de asilo por estas causas tendrn rechazada su peticià ³n de forma inmediata. Adems, si han cruzado ilegalmente la frontera se les podr perseguir por esa falta, si es la primera vez o por ese delito, si es que ya han cruzado ilegalmente ms de una vez. Estas reglas aplican tambià ©n a los solicitantes del estatus de refugiado, lo cual se realiza fuera de Estados Unidos y antes de llegar a su frontera. Consecuencias de condena por violencia domà ©stica Las consecuencias para todas las personas presentes en Estados Unidos, con independencia de su estatus migratorio, pueden ser variadas, destacando: Pà ©rdida de derechos como licencia de armas o licencia de manejar.Pà ©rdida de la custodia sobre los hijos e incluso derechos de visitaEstar sujeto a à ³rdenes de alejamiento que impiden acercarse o comunicarse con la và ­ctimaObligacià ³n de acudir a cursos de rehabilitacià ³nObligacià ³n de pagar una compensacià ³n econà ³mica a la và ­ctima por daà ±os fà ­sicos, incluidas facturas mà ©dicas o de hospitalizacià ³n, e incluso daà ±os morales.Crcel Consecuencias migratorias para condenados por violencia domà ©stica Adems de las consecuencias previstas en el apartado anterior, por aplicacià ³n de la ley todos los extranjeros condenados por violencia domà ©stica podrà ­an ser deportados. Desde el 30 de septiembre de 1996, todas las personas condenadas por violencia domà ©stica, sea considerada o no delito agravado,  pueden ser deportadas.   Una vez que se cumple la condena o se tiene la sentencia, la deportacià ³n puede producirse de forma casi automtica, ya que quedan excluidas prcticamente todas las formas de alivio de la deportacià ³n. Finalmente, una vez que se sale de Estados Unidos por esta causa, se activa una prohibicià ³n para regresar. Este es un artà ­culo informativo. No es asesorà ­a legal.

Cause of homelessness

Homelessness in Australia can be defined in three categories; ‘Primary homelessness’ which is experienced by people without conventional accommodation, ‘Secondary homelessness’ is experienced by people who frequently move from one temporary shelter to another and ‘Tertiary homelessness’ which is experienced by people staying in accommodation that falls below minimum community standards. The first stimuli picture shows a person who is living though primary homelessness, living on the streets with only a few blankets to sleep with. Homeless people generally feel embarrassed, isolated and depressed; they are also cold, hungry and become lonely. They usually need medical attention, medications, blanket, clothing and in need of a friendship. In Australia there are 105, 237 people affected by homelessness and 27% of them are under 18. There are 59% of them either living in overcrowded dwelling or supported accommodation and the other 41% are living on the streets or in boarding houses specify designed for the homeless. There are many causes that lead to homelessness in Australia, some of which include; long term unemployment, shortage of affordable rental housing, poverty, mental illness and the exiting of state care or prison. Domestic violence is the largest cause of homelessness in Australia. Homelessness can also be caused by family breakdown, sexual assault, drug and alcohol addictions, gambling and social isolation. Some people especially adolescences are homeless because they were kicked out of home, have a lack of education or were abandoned by their family and friends. Homelessness usually results in being away from family, friends and the rest of the community so it is difficult to maintain school or further study which leads to them being vulnerable to long term unemployment and chronic ill-health. Homeless Australians are often excluded from participating in social, recreational, cultural and economic opportunities. All of these present factors of homelessness led to people having depression, poor nutrition, poor dental health, substance abuse, mental health issues and may even results in suicide. Children who experience homelessness are more likely to become homeless as adults and raise families who, in turn, may also become homeless. The causes and consequences of homelessness are also talked about throughout the New and Old Testament. Showing us that over time, the injustice of homelessness has not changed, we are still fighting the same battles. In the bible passage by Isaiah (58:7) in the Old Testament he writes, â€Å"Is it not to share your food with the hungry and to provide the poor wanderer with shelter when you see the naked, to clothe them and not to turn away from your own flesh and blood? † The injustice issue of homelessness is discussed in this passage; it explains that to be a true catholic means sharing and giving to the poor and not to turn away from them just because they are without homes. The second bible passage that relates to homelessness is a passage from Matthew (8:20) in the New Testament, where he writes â€Å"Jesus replied, â€Å"Foxes have dens and birds have nests, but the Son of Man has no place to lay his head. † Matthew is telling us that Jesus was comparing animals having homes to people having none and how that is unfair. Both scripture references relate to the issue of homelessness in contemporary society as people are still being sent to the streets while animals are being put in homes and people are still looking down on the homeless and not fulfilling their roles as Catholics. Also both scripture reference relate to the beatitude â€Å"Blessed are the meek, for they shall inherit the earth, which means bless the poor (homeless) as they are a part of the earth. As well as homelessness issues being discussed in the bible, we as Catholics also learn about homelessness from the catholic social teaching. Catholic Social Teaching, are the teachings of the Church on social justice issues. One of the Catholic Social Teaching is ‘Human Dignity Human Rights’ teaching. The concept of Human Dignity is the main concern of Catholics thinking about human rights. The Catholic Church believes that each person is created in the image and likeness of God and is therefore equal in dignity and equal rights. Human dignity is absolute: a person does not ever lose their dignity, example; from being in poverty. Respecting ones dignity implies that the individual has access to the basic necessities of life which enable them to live humanly, which homeless people do not, as in most cases they are living in rough conditions (e.  g. on the street with no shelter). Papal social teaching refers to the teachings of the Popes throughout history that have dealt with the social issues of human life. The Papal teaching by Pope John XXIII in 1961demonstated Catholic’s views on human dignity and human rights, this is stated when he wrote, â€Å"The amount a worker receives must be sufficient, in proportion to available funds, to allow him and his family a standard of living consistent with human dignity. † This can be evident though the reaching out to those in need e. g. The homeless and giving employees a sufficient pay to be able to live a for filled life. Another of the Catholic Social Teaching is ‘The Common good’ teaching, it tells us that the rights and needs of others, individuals and the community must be balanced with the common good and always respected. The Papal teaching written by Pope John Paul II In 1990 discusses the Common good, when it states, â€Å"this love of preference for the poor, and the decisions which it inspires in us, cannot but embrace the immense multitudes of the hungry, the homeless†. This could be demonstrated by caring for the homeless and by showing the homeless that we can help them and that we respect them. One catholic organisation working to solve the issue of homelessness in Australia is St. Vincent De Paul. One catholic organisation working with injustices such as homelessness, in Australia is St. Vincent de Paul and its ‘Matthew Talbot Homeless Services’. Its aims include, being strongly committed to a range of issues that put men, women and families at risk of homelessness. Its activities include; having13 services for single homeless men including the Matthew Talbot hostel and outreach services in the inner city. The hostel caters for 100 men each night, has 80 outreach beds and help for those with mental health issues. The service also has special initiatives for women and children and up to 20 families who are escaping domestic violence and / or homelessness. The service is committed to helping those who are homeless, addressing issues of alcohol and other drug usage and to breaking the cycle of homelessness and domestic violence. The Matthew Talbot Homeless Service achieves their goals for helping the homeless though their activities and projects. Homelessness is a major social injustice in contemporary Australian society, The Scripture references, Social Catholic Teachings and Papal teachings also show that homelessness has been an issue for Catholics thought history and though the help of Catholic organisations the issue of homelessness is being fought and will hopefully one day is won. ESSAY TWO A well know catholic figure that is actively engaged in social justice issues in Australia is Father Chris Riley. Social justice refers to the formation of a just society, where justice refers to more than just the administration of laws, it is the idea of a society in which all individuals and groups are treated fairly and equally. Issues with social justice refer to when individuals or groups are not being treating with the same basic human rights as someone else, e. g. people who are homeless or in poverty. Father Chris Riley is a priest who has devoted his life to working with social injustice issues such as homelessness. Father Chris Riley (Riley) grew up in Victoria and at the age of 14 decided that he wanted to work with homeless young people. He was influenced by the 1938 movie Boys Town, which was loosely based on the work of Father Edward Flanagan. Straight from school Riley joined the Salesian religious order to become a Catholic priest and after graduating as a teacher and taking his vows, he worked for two years with the Boy’s Town charity in Sydney. While working at a school in Sydney later on in life, he saw one of the students crying in the freezing rain, this led him to working with that student and many other homeless people. This resulted in Father Chris Riley setting up the Youth of the Streets to help the chronically homeless, a highly successful organisation that has become known worldwide. Father Chris Riley is the founder and CEO of the organization dedicated to helping young Australians in trouble for the past 35 years. As CEO of Youth Off The Streets, Father Riley oversees the operation of over 35 programs that employ over 180 staff and involve more than 250 volunteers. He has also implemented innovative behaviour strategies to help young people deal with a history of trauma, abuse and neglect. Youth Off the Streets first started with a single food van run by Riley, delivering meals to young homeless people on the street of Kings Cross, now the organisation is running four high school crisis accommodation, rehabilitation facilities, counselling and parenting programs in New South Wales. His work as a priest and a principle at Boys Town High in Sydney led him to pursue the work he is achieving now and without that experience Father Chris Riley would not be working with youth who are faced with social justice issues. Riley now spends hours on the road driving to different charities and organizations and working with the social injustice of homelessness on a day to day basis. Getting released from Boy’s Town school to work on the streets with homeless youth with one van, it’s believe that there is no such thing as a child born bad, it is only bad circumstances, bad environments such as violent household or broken families that consequently led to bad choices made by the child, that has made him so successful. Social injustice is when individuals or groups are not being treating with the same basic human rights as someone else. An Australian Catholic figure, Father Chris Riley works with social justice issues such as homelessness, though his organisation Youth Off The Streets. His religious identity and life experiences led him to work in this area. His passion and strong believe in what’s right has meant that he has successfully helped thousands of people rehabilitate and go on to lead a happy and fulfilling life.

History II Take Home Exam Assignment Example | Topics and Well Written Essays - 1000 words

History II Take Home Exam - Assignment Example s benefited immensely from the Revolution as Lenin’s socialist government took over all but the nominal businesses and redistributed land amongst peasant farmers. The Lenin-led government also significantly improved food distribution patterns, allowing the proletariat to gain access to sufficient food quantities. In the 1910s, prior to the Russian Revolution, Russians resented Nicholas II’s corrupt, autocratic government that did not appreciate the needs of ordinary Russians. Ordinary Russians faced issues such as overcrowding in urban areas since they did not own land, food insufficiency, long and deplorable working hours and poor economic situations because of inadequate wages. No group was significantly better than others since even the nobles had to seek new ways to subsist within the changing economic and political environment (McNeill 220). It became difficult to define boundaries between social groups because of the increased migration of peasants, gentry professionals and worker intellectuals to urban centers. Security is more valuable than freedom because without security, freedom cannot exist. Security provides a favorable en vironment in which people’s wellbeing is safeguarded. To the Russians, personal freedom was critical, especially with regard to freedom to own land, freedom from oppressive governance and freedom to humane living conditions. Years after the bombing of Hiroshima and Nagasaki, the argument still rages on whether or not the US had sufficient reasons to bomb Japan. In the raging debate, I would vote that the US had no justification to bombing Hiroshima and Nagasaki. This is because Japan was ready to quit the war, especially since conventional bombings had destroyed in excess of 60 of its cities. Japan was losing on both sides of the war since the Soviets attacked Japanese troops in Manchuria (McNeill 307). Secondly, America’s refusal to alter its unconditional surrender ultimatum to allow Japan to maintain its emperor

Our position in Education is Cut Away Essay Example | Topics and Well Written Essays - 1500 words

Our position in Education is Cut Away - Essay Example 2.5 trillion budget eliminating dozens of politically sensitive domestic programs, including funding for education, to help meet his goal of shaving the budget deficit in half by 2009 (Allen & Baker, 2005). â€Å"The budget calls for 48 education program cuts totaling $4.3 billion, including $2.2 billion for high school programs, mostly state grants for vocational education. The budget would cut $440 million in Safe and Drug-Free School grants, $500 million in education technology state grants and $225 million for the Even Start literacy program according to the documents† (Allen & Baker, 2005). House Budget Committee Democrats said their analysis shows that the deficit will hit $495 billion in 2004, and will never go below $300 billion in the 2004-2013 period, reaching a total over the decade of $3.7 trillion. Rising federal deficits have triggered the need for the elimination of some monies for education (Federal Deficit, 2003). Vice President Dick Cheney defended the cuts a s measured. "I think youll find, once people sit down and have a chance to look at the budget, that it is a fair, reasonable, responsible, serious piece of effort,† he told Fox News Sunday. â€Å"The Administrations claim that it will cut the deficit in half by 2009 lacks credibility,† said a report released last week by House Budget Committee Democrats. â€Å"When the omitted items are included, along with the impact of making Bushs first-term tax cuts permanent, the report estimated that the government would rack up $6.1 trillion in deficit spending over the next decade† (Allen & Baker, 2005). Therefore, these numerous cuts in education spending in such key areas as vocational education, after school programs, family literacy programs and college support are being made ostensibly to reduce the federal deficit but are, in reality, having little effect on the deficit and a huge detrimental effect on the country’s population. In presenting his fiscal 2006 budget request to Congress,

The Effects of Population Increase on the Environment Essay -- overpop

The Effects of Population Increase on the Environment As inevitable as death and taxes, the population of the world will continue to grow until the government intervenes. The gross increase in population will generally lead to adverse effects on the environment. In the anthology, A Forest of Voices, an entry titled ?Is It Too Late by Anthony Weston deals with the history of legislation for the protection of the environment and stories of it?s destruction that are all too real. Seemingly, as the population increases, so should the level of intelligence for a sample population which would necessarily lead to a certain form of protection to the environment.   Ã‚  Ã‚  Ã‚  Ã‚  It would seem quite apparent that an increase in population has a causal relationship with the status of the environment. Some factors that may lead to this are underlying, though. When this notion comes to mind, the immediate reaction may be that a population increase would deem more space to be required for the new population. This includes any area that is necessary for human survival, such as farmland area, water consumption, area to reside, and the production of all products necessary for an individual to function in society. There are statistics to prove this theory. All of the statistics given are a 20 year projection from 1990 to 2010 (Bryant). The projection shows that the population will increase just fewer than 2 billion in this period (Bryant). This would be about a 33% increase in population (Bryant). The study shows that in these 20 years, the amount of fish caught will increase 20%; the area of cropland will increase 5%; and the area of forests will decrease by 7% (Bryant). Granted these figures do not look too dangerous, but we are already three-quarters of the way through the projection. From these statistics, the future is starting to seem bleak.   Ã‚  Ã‚  Ã‚  Ã‚  From these figures, it can be derived that the resources on Earth will eventually be depleted by the hand of man. As grim as the future may seem, there might be some hope just over the horizon. When an increase in population occurs, it must be taken into account that as the years pass the knowledge of the human race will increase. It could be assumed that as our intelligence increases, our means of survival will become more systematic with relation to the earth. Take for example the notion of ecology. It was not until the huma... ...ng that; the human race is arrogant, a lack of intelligence is logically equivalent to a certain level of arrogance, and as intelligence increases, arrogance decreases. All of theses given truths have been induced through the writer?s interpretation of the world. I see humans as arrogant by nature. I notice people of higher intellect may have an ego, but do not necessarily have a high level of arrogance. I also notice, on the other end of the spectrum, that the less intelligent a person is, the more likely that person is to be arrogant. Looking back on the last century, or so, there has been underlying instances of a world-wide call for awareness of the environment but nothing great has come to fruition. I guess that is what happens when you have a Texan as the President of the ?best? nation on Earth. Works Cited: Bryant, Peter J. Biodiversity and Conservation. 2002. School of Biological Sciences, University of California, Irvine. < http://darwin.bio.uci.edu/~sust ain/bio65/lec16/b65lec16.htm>. Weston, Anthony. ?Is It Too Late A Forest of Voices: Conversations in Ecology. Anderson, Chris. 2nd Edition. Mountain View: Mayfield Publishing Company, 2000. 134 ? 136.

Managment Diversity

?WORKPLACE DIVERSITY Introduction In modern times, diversity management has been brought to the forefront of organisational issues due to factors such as globalisation and the emerging cultural and individual differences that emerge as a result of this diverse world. The purpose of this paper will be to explore the topic of diversity as it relates to the workplace by discussing perspectives from union groups and HRM practitioners and to investigate the barriers to workplace diversity. Through the discussion, the advantages of diversity will be discussed with an emphasis on the implications for the HR function of the organisation. Overview Workplace diversity relates to the presence of differences among members of the workforce (D’Netto & Sohal, 1999). By creating a diverse workforce organisations are able to tap the ideas, creativity, and potential contributions inherent in a diverse workforce (Aghazadeh, 2004). Diversity in the workplace includes culture, gender, nationality, sexual orientation, physical abilities, social class, age, socio-economic status, and religion (Sadri & Tran, 2002). These individual characteristics shape an individual’s perception about their environment and how they communicate (Kramar, 1998). Organisations can approach diversity is three differing ways: affirmative action, valuing diversity and managing diversity. Affirmative action attempts to monitor and control diversity in an organisation and in doing so senior management can affect the hiring and promotion of individuals (Sadri & Tran, 2002. ) An organisation assumes new individuals or groups will adapt to the norms of the organisation, and will not resist due to fears of reverse discrimination (Sadri and Tran, 2002). Valuing diversity can allow an organisation can focus of the benefits of the differences, therefore developing an environment where all individuals are valued and accepted (Sadri & Tran, 2002). Those members who feel valued to their organisation tend to be harder working, more involved and innovative (Agahazadeh, 2004). Valuing Diversity can affect employees’ attitudes positively, however resistance can be experienced due to a fear of change and individuals discomfort with differences (Sadri & Tran, 2002. ) Finally, managing diversity is when organisations build pecific skills and create policies which obtain the best values of each employee, which will create new ways of working together (Sadri & Tran, 2002). It will provide an opportunity for organisations to manage a workforce which emphasises both organisational and individual performance, whilst still acknowledging individual needs (Kramar, 1998). Although diversity has always existed in organisations, individuals tend to repress their diversity in order to conform to the norms of the organisation and fit into the stereotype of the typical employee (Kramar, 1998). Mismanagement of diversity as a result of unfavourable treatment can inhibit employees working abilities and motivation, which can lead to a lowered job performance (Aghazadeh, 2004). If an environment works well for employees, diversity will work against the organisation, hence the lack of an enabling environment (Kramar, 1998). These fundamental components of workplace diversity can be further viewed through the varying perspectives of union groups, HRM professionals and organisations. PERSPECTIVES AND RATIONALES ON WORKPLACE DIVERSITY From a union perspective Historically the role of unions concentrated mainly on the fight for higher wages, shorter hours and better working conditions. However in recent years a shift has occurred to fighting rights for a diverse workforce (Barrile & Cameron, 2004). Management aims to maximise the contribution of all staff to work towards organisational objectives through forming guiding teams for diversity, training to improve languages and celebrating success. Unions however, implement diversity differently (Barrile & Cameron, 2004). A feminine approach to leadership has been undertaken to broaden a diverse representation. For instance, under the management of CEO Brian Schwartz, Ernst & Young Australia has doubled the number of female partners to ten per cent, made changes to a ‘blokey’ culture and introduced a women’s leadership forum, among other initiatives (Robbins, Bergmann, Coulter & Stagg, 2006). Women union leaders tie diversity in leadership to long-term union survival, articularly in light of the impact that diversity has on organising successes and increased visibility of unions to potential female members. Most of these leaders expressed a â€Å"sense of urgency† about the need to advance women and saw continuing barriers that prevented women from entering and remaining in top positions (Mellor et al. , 2003). To overcome such barriers implementations such as commitment to advancing women in the work force and supporting internal structures to activate women have been undertaken by union’s worldwide (Melcher, Eichstedt, Eriksen, Clawson, 1992). Unions have officially recognised caucuses or other groups that permit people of different colour, including women, to discuss issues of concern within their union as well as in the larger workplace and community (Mellor et al. , 2003). Unions have provided mentoring and leadership training programs. Efforts undertaken by unions to foster diversity have resulted visible changes at all levels of leadership. The remaining task is to make those changes bigger and more permanent. The fact that there is more to do does not mean there is failure; it simply means reinforcing longstanding labour movement commitments to dignity, justice and equal opportunity for all working people (Melcher, Eichstedt, Eriksen, Clawson, 1992). Building on the rationale provided by different union groups, HR practitioners also recognise the importance of promoting a diverse workplace and recognise the impact on business goals. From an HRM perspective There are many HRM perspectives that relate to diversity management in organisations. Most of these HRM perspectives lead towards the contention that a successful diversity management policy can lead to a more competitive, functional organisation. In light of the perspectives and rationales discussed in the HRM literature, there a range of implications for HR managers concerning diversity in the workplace. Management of diversity relates to equal employment opportunity, but effective diversity management goes beyond the basic requirements of an equal opportunity workplace (Barrile & Cameron, 2004). It is important for HR to determine an effective diversity management policy to be able to encourage a more iverse workplace. The most important job for senior HR managers is to consider how diversity will benefit the organisation and how to define its role in the context of the organisation (Kreitz, 2008). An organisation’s diversity policy should aim to establish an heterogeneous workforce that is able to work to its full capacity in an environment where no member, or for that matter group of members, have an advantage or disadvantage based on their individual differences (Torres & Bruxelles, 1992, as cited in D’Netto & Sohal, 1999). In exercising their role, HR managers must constantly apply the principles of diversity in order to maximise and sustain the benefits of a diverse workforce. This means HR managers need to be able to link recruitment, selection, development and retention policies to the overall diversity policy of the organisation (Yakura, 1996). Furthermore, the aforementioned should be carried out with a direct link to the overall business goals, the various shifts in the labour market as well as the more contemporary effects of globalisation (Cunningham & Green, 2007). There are three initiatives that an organisation should utilise to increase the efficiency of its diversity policy. Firstly, there is a need for HR, when recruiting, to increase the representation in the workplace of historically excluded groups (Conrad & Linnehan, 1995). Secondly, the diverse workforce needs to have the necessary empowerment to influence, or at least have input to organisational decision making (Cunningham & Green, 2007). More strategic implications for diversity management exist that recognise the emergence of Strategic Human Resource Management (SHRM). Such implications include building diversity strategies into an overall future success plan, integrating diversity practices with senior management practices and encouraging career development opportunities for all employees (Cunningham & Green, 2007). Ultimately, managing diversity should promote competitive edge in the organisation by recruiting the most appropriate people for the job regardless of their perceived differences (D’Netto & Sohal, 1999). From an organisational perspective: ANZ and Westpac ANZ Bank has responded to the common trends of the Australian workforce with programs to attract and retain a diverse environment that reflects their customer base (ANZ, 2008). An organisation is focused on creating an inclusive culture where all employees are able to contribute, as they believe that diversity and inclusion are essential for high business performance (ANZ, 2008). By managing diversity within the organisation, ANZ is provided with the best talent and a wide variety of experience to achieve success within a global workforce. Similarly, Westpac is determined to enable a diverse workforce that reflects their customers (Westpac, 2008). Westpac has created a culture that understands values and utilises the differences within people, where people can achieve success without encountering bias or being harassed because of gender, race or disability (Westpac, 2008). Both organisations have made efforts to create a diverse working environment through varying HRM practices. For example, HRM within ANZ created the â€Å"My Difference† survey which surveyed more than 13, 500 employees (ANZ, 2008). Within this survey, HR is able to develop a demographic snapshot of the workforce and gather feedback on how their employees perceive diversity and inclusion within the organisation. ANZ also founded the Diversity Council, which introduces policies and sponsors events to create a more inclusive culture (ANZ, 2008). The council attempts to increase awareness by supporting events like International Women’s’ Day and Disability Awareness Week (ANZ, 2008). HR in both organisations has implemented a range of human resource strategies. Disability awareness, plans in both companies outline strategies to increase support and inclusion for customers and staff of the organisation, which include premises being wheelchair accessible (Westpac, 2008; ANZ, 2008). Westpac is also partnered with Disability Works Australia to recruit people with disability to remain a balanced environment (Westpac, 2008). Secondly, to promote age balance, mature age employees are offered flexible working conditions to suit their changing lifestyle (ANZ, 2008). Culturally both banks have planned to help indigenous Australians improve their wellbeing and money management skills. ANZ celebrates cultural diversity by holding â€Å"Annual Cultural Week† (ANZ, 2008). Westpac reflects different cultures by employing members who are able to speak different languages to better understand the customers (Westpac, 2008). To promote flexibility, Westpac has different job designs for individuals’ circumstances, including versatile working hours, job sharing abilities, the ability to work from home, to have career breaks and paid parental leave and affordable childcare at work (Westpac, 2008). On a wider rganisational level, ANZ and Westpac both face a number of popular trends that continue to change the Australian workforce. These include the Australian population becoming increasingly more ethically diverse with 23% of the population born overseas (ANZ, 2008). The population is also ageing and is predicted that in 43 years around 25% of Australia’s population will be aged 65 year or older and the number of women in the workforce has increased from 40% in 1979 to 53% in 2004 (ANZ, 2008). Based upon the actions taken by ANZ and Westpac in this regard, organisations are recognising the benefits of a diverse workplace. The strategies by both companies to increase the representation of women in the workforce, as well as increasing the representation of diverse others, corresponds with the views of both union and non-governmental organisations as well as the perspectives provided through the HRM literature. BARRIERS TO WORKPLACE DIVERSITY Diversity within an organisation can be difficult and expensive to accomplish. Substantial barriers exist in both overcoming laws related to workplace diversity, the actual process of implementing it within an organisation and also the internal characteristics of the individual. The current legislation related to workplace diversity essentially creates an environment in which employers cannot recruit purely on the basis of a desired attribute. The main acts concerned are the Racial Discrimination Act (1975), the Sex Discrimination Act (1984), the Human Rights and Equal Opportunity Commission Act (1984), the Occupational Health and Safety (Commonwealth Employment) Act (1991), the Disability Discrimination Act (1991) and the Workplace Relations Act (1996) (Williams, 2001. These laws essentially shape a scenario for employees where if a desired attribute is sought after, the job must be made appealing to that particular group of people without impairing the opportunity for any other group to obtain the position under the requirements of the legislation. An example of this is Westpac’s initiative to entice more women into their workforce by implementing training programs relating to gender differences in communication and career progression (Westpac, 2008 . ) However, once a company like Westpac overcomes these hurdles, there are still many practical ssues that need to be addressed on an organisational level. If a diversity program is unlikely to be profitable it will not be implemented (Bilimoria, Joy, & Liang, 2008). The monetary benefits (such as new customers, better culture and strategic advantage) involved in implementing such diversity need to outweigh the costs (gaining diversity at the expense of skill) involved in pursuing it. The HR department within the organisation has a difficult task in convincing senior management that a diversity program can be beneficial to the organisation (D’Netto & Sohal, 1999). The argument often provided by senior management against workplace diversity is that it is disruptive to productivity and causes imbalance in the workplace (D’Netto & Sohal, 1999). As a result, the HR function need to be able to present the many advantages of diversity, and provide strong strategic reasoning to ensure that an effective diversity management is implemented. An organisation may also have barriers imbedded in their practices, culture and policies (Bilimoria, Joy, & Liang, 2008). Resolving these issues has benefits for both the legality of the operating of the organisation and the multiplicity of their workforce. If senior management participated in only male orientated social events, such as attending the football, it may alienate women who generally may not participate in such events. Policy can also break both legality and potential for diversity by enforcing requirements such as 10 years continual service to an organisation in order to receive promotion into senior management. This continual service factor discriminates against women who are likely to have children, as it will exclude many from the opportunity to obtain the job. However, it is the individual differences within each person that provide the biggest challenge to achieving diversity. Individual differences amongst people are a major hurdle to workplace diversity, as most people feel comfortable when working in homogeneous groups (Kreitz, 2008). The presence of diverse others places employees outside of their comfort zone and makes people resist embracing the presence of others. Furthermore, research by Kreitz (2008) shows that humans, and organisations as well, are in nature highly resistant to change, further complicating the successful implementation of diversity. Another individual, and highly problematic, barrier to diversity is the language barrier that exists to culturally diverse others. This prevents, and in some cases discourages, the full integration of cultural differences within organisations (Kreitz, 2008). Diversity is clearly beneficial to the organisation. Managing diversity should involve utilising the cultural differences in people’s skills and embracing the diverse range of ideas and skills that exist in a diverse workplace in order to ultimately give the organisation a competitive edge. Benefits to diversity clearly outweigh the costs and evident advantages to workplace diversity are supported by various union groups and HRM practitioners. In order to be successful, diversity must be implemented within a strict legal framework and overcome hurdles relating to the practices and policies of organisations, as well as internal, individual barriers. 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