History of Asian, Americans in the US - Free Essay Example

Sample details Pages: 4 Words: 1109 Downloads: 7 Date added: 2018/12/30 Category History Essay Type Research paper Level High school Tags: Identity Essay Did you like this example? There has been a larger number of Asian settlements in the United States especially the Japanese and Chines who have constantly been characterized by major cultural practices including the nature of their practices. The article examines the role of enjoyment in the construction of ethnic identity in which the author correlates various literary works which primarily argues and revolves around Asian Americans. The relationship between individualsmaternal life and identity creation based on food as a central cultural aspect is also well expounded in the article. Don’t waste time! Our writers will create an original "History of Asian, Americans in the US" essay for you Create order Community identity cannot be recognizable and appreciable in the global context if its members engage in healthy and secure purposes of eating rather than enhancing cultural unity via celebrations. Chinese food culture which is among the minorities in the United States of America can be modified to reflect the American culture via ignoring maternal influence on the food way. Recognition and enhancement of the cultural transformation should be structured based on eating, recipe, food preparation and incorporate traditional aspects. Incorporation of Americansculture in the Chinese food is an essential aspect which can play a significant role in preventing cultural genocide and extinction of the Chinese culture. The article argues this point based on Japanese and Canadians recognition and their ability to appreciate the Americans culture which contributed to confusion, violation and self-anguish since they couldnt ignore their linguistic and non†linguistic fantasies. The article f urther argues that muscularity, food and appetite are among the primary aspects which relate or which can moderate the assimilation of American culture in Chinese food identity. This aspect is founded on the authors argument that, Chinese and American men have similar characteristics such as eating habits. Maternal and paternal association with food is a baseless perspective since enjoyment which is centered linguistic aspects is transformative, and the same aspect applies to non-linguistic issues such as eating identity. Key terms and concepts Enjoyment is cultural which is centered on easily compatible societal and traditional aspects such as language and deeply founded on maternal and paternally socialization basis. Semiotic refers to the study of symbols and signs used in communication by people from different cultural backgrounds. Quotes and analysis Chins effort to rescue Asian American manhood, as King- Kok Cheung points out, is based on a hegemonic conception of masculinity that is largely white (38). Chinese food identity is deeply rooted in eating habits, cooking and the primary recipe used in the entire process is related to some Americans cultural aspects which enhances their relationship. Masculinity, food and appetite are the central aspects which moderate the assimilation of American food culture as a primary pillar which can facilitate adoption and transformational process of the Chinese food identity. The white and Chinese men portray similar eating habits which can be the fundamental basis of enhancing cultural transformative process is the best founding factor of reflecting American cultures in the Chinese traditional perspectives. It is the enjoyment which is manifested in the way a community cooks and eats (21). Communal cultural practices and beliefs are characterized by maternal influence via the socialization process. This aspect is centered on simple cultural aspects founded on both linguistic and non-linguistically ideologies. The Chinese food identity can be reshaped by incorporating some American cultural aspects via a vivid and an effective transformational process of eating and cooking habits. This venture facilitates the applicability of enjoyment in enhancing the Chinese food identity in the United States of America. This article relates with ?Chop Sueyarticle, in the sense that, the introduction of the Chop Suery dish in the United States of America reflected a pure Chinese culture but via interactions and festivals it as incorporated some American culture has eating and preparing is concerned (Liu p 31). A community whose fantasies about who they are suffering violation undergoes confusion, anguish the community afflicted with such devastations faces cultural genocide and extinctions (19). Cultural transformation is a negation between two cultures and which is primarily moderated by recognition and appreciation of other peoples identities. Chinese-Americans faced a lot of challenged before their assimilated some American cultural practices and beliefs. This aspect applies to the introduction and penetration of Chinese food identity in the United States of America. Acceptability of the fact that, incorporation of foreign culture is a central aspect of a successful assimilation process plays an indispensable role in preventing confusion, anguish which is initiated by recognition and holding to ones Communal fantasies. These fantasies are the primary cause of cultural genocide and extinction, and the Chinese-Americans should be ignored them to be able to successfully introduce their food identity which reflects American cultural practices such as eating and modified cuisine. This text reflects the same argument with the Chop Sueyarticle in emphasis on the cultural transfo rmation is a negotiation between cultures (Liu p. 24). They also agree that assimilation of foreign culture is an important aspect in facilitating cultural integration hence preventing extinction. Overall evaluation This source focuses on specific moderators of creation and enhancement of ethnic identity in the United States of America. The primary moderators and which are among the challenges which Chinese Americans faced in the United States of America in establishing their cultural identification includes; the correlation between foodway and maternal perspectives, operations of maternity and traditional perspectives of masculinity, food and appetite. The role of role of enjoyment which is fundamentally based on cooking and eating identities is the central initiator of the establishment of ethnic identity. Chinese food can be culturally transformed to reflect Americans culture since they have some existing similarities which are deeply rooted in their traditional practices and beliefs. Some of these similarities are portrayed on the roles of maternal and paternalism in shaping childrens perspectives of food identity. Muscularity which is relatable with food and appetite reflects an indispensab le similarity that both Chinese and American Men have same eating habits. The challenges pertaining maternal influence can be dealt with by assimilating some American culture in the Chinese food identity hence facilitating acceptability of China dishes such as Cuisine and Chop Suey in the United States of America society. Much information used in this source is based on various Asian American literature which reflects various challenges which Chinese Americans faced and which provides a clear foundation for the cultural transformative process which Chinese food identity should be exposed to in the foreign land. The historical information plays a central part in the source since it reflects the cultural issues which should be considered in the assimilation of American culture in the transformation of Chinese foods. Work Cited Liu, Haiming. Chop Suey as imagined authentic Chinese food: the culinary identity of Chinese restaurants in the United States. Journal of Transnational American Studies 1.1 (2009).

Back in Fashion Rebuilding the DG Brand in Hong Kong

Back in fashion: Rebuilding the DG brand in Hong Kong A seemingly simple action has turned into a public relations disaster for the renowned high-end fashion company Dolce Gabbana. The Hong Kong branch of DG reportedly prevented Hong Kong citizens from taking photographs of its main storefront on Canton Road while mainland Chinese and foreign visitors were allowed to happily snap away (Chow, 2012, Ban sparks protest). The initial response of the company was both weak and unsatisfying: representatives of the retailer allegedly defended its policy, arguing that it was trying to protect its intellectual property even though the pictures were taken from the public street (Chow 2012, Ban sparks protest). This defensive posturing only served to further inflame public sentiment against the retailer. A Facebook-organized protest of 1,000 Hong Kong residents rallied outside the Italian brands doors protesting what they saw as prejudice against local residents. The transparency of DGs defense was further undercut when a photographer from the Ap ple Daily reported he was told by a security guard that only mainland Chinese or foreign tourists were allowed to take photos outside the store, with another guard allegedly threatening to break his camera and published his story online (Booker 2012). Racism is a serious charge in todays hyper-conscious media environment, which makes it curious why the company undertook an action that could inflame such potentialShow MoreRelatedThe Rise of China and Future of the West17670 Words   |  71 Pagesthe Liberal System Survive? By G. John Ikenberry January/February 2008 Summary:   Chinas rise will inevitably bring the United States unipolar moment to an end. But that does not necessarily mean a violent power struggle or the overthrow of the Western system. The U.S.-led international order can remain dominant even while integrating a more powerful China -- but only if Washington sets about strengthening that liberal order now. G. JOHN IKENBERRY is Albert G. Milbank Professor of PoliticsRead MoreProject Managment Case Studies214937 Words   |  860 PagesAn International Project Manager s Day (A) 172 An International Project Manager s Day (B) (see handout provided by instructor) An International Project Manager s Day (C) (see handout provided by instructor) An International Project Manager s Day (D) (see handout provided by instructor) Ellen Moore (A): Living and Working in Korea 177 Ji nan Broadcasting Corporation 196 4 PROJECT MANAGEMENT ORGANIZATIONAL STRUCTURES 205 Quasar Communications, Inc. 207 Jones and Shephard AccountantsRead MoreStrategic Marketing Management337596 Words   |  1351 Pageswe get there? Strategic choice 12 The strategic management of the marketing mix 12.1 12.2 12.3 12.4 12.5 12.6 12.7 12.8 12.9 12.11 Learning objectives Introduction Product decisions and strategy What is a product? The dimensions of product policy Brand strategies The development of new products Pricing policies and strategies Approaches to price setting Methods of pricing 12.10 Deciding on the pricing objectives 12.12 Using price as a tactical weapon 12.13 Promotion and marketing communicationsRead MoreManaging Production Ramp-Up in Manufacturing Networks14551 Words   |  59 Pages1 Time-to-market, Time-to-volume and the Ramp-up phenomenon Gotten from Mallick and Schroeder (2005). In the late 19th century, only a few mobile device suppliers survived, but today, there are spread all over the globe. The fast diminishing brand preference is fast becoming a major difficulty for the world’s top ten mobile device producers. Also, these small players are often more automatic to changes in market trends and also very competitive in price. Divided markets as well as refined customersRead MoreStrategic Management and Information Systems19841 Words   |  80 Pageswind up as a carrier of last resort if it merely focuses on costs and does not provide a good customer experience. But if the new US Airways is able to provide customer value and service along with low costs, it could become a highly sought-after brand. Sources: Stephanie Overby, â€Å"How to Save an Airline,† CIO Magazine, February 15, 2006; Tony Kontzer, â€Å"Merger on the Fly,† Information Week, February 27, 2005; and U.S. Airways, â€Å"U.S. Airways 10-K Report for the year ending December 31, 2005,† filedRead MoreVideo Notes29279 Words   |  118 Pagesprogram is called the â€Å"Starwood Preferred Planner† program, and it was designed to simplify the meeting and conference planning process for professional meeting planners. Prior to the program’s development, each hotel within the Starwood umbrella of brands (Sheraton, Westin, Luxury Collection, W, Four Points, and St. Regis) had its own approach for working with planners. The video presents the problems with the old approach, and includes a point for instructors to â€Å"pause† the video, if desired, to discussRead MoreCase Studies67624 Words   |  271 Pagesinformation is revealed, cycle back to sub-steps (a) and (b). a. Identify predicaments (goal inconsistencies). b. Identify c. Step 6: Doing the action planning c. problems (discrepancies between goals and performance). Prioritise predicaments/problems regarding timing, importance, etc. a. Specify and prioritise the criteria used to choose action alternatives. b. Discover or invent feasible action alternatives. Examine the probable consequences of action alternatives. d. Select a course of action. eRead MoreManagement Course: Mba−10 General Management215330 Words   |  862 PagesFeigenbaum−Feigenbaum: The Power of Management Capitol 1. New Management for Business Growth in a Demanding Economy Text  © The McGraw−Hill Companies, 2004 5 CHAPTER 1 NEW MANAGEMENT FOR BUSINESS GROWTH IN A DEMANDING ECONOMY 5 back on their purchases, the traditional emphasis on reducing variable costs to achieve profit maintenance is not likely to be very effective. The competitive necessity to maintain high levels of development, with the corresponding high levels of fixedRead MoreMarketing Mistakes and Successes175322 Words   |  702 Pagescases that have stimulated student discussions and provoked useful insights, but newer case possibilities are ever contesting for inclusion. Examples of good and bad handling of problems and opportunities are forever emerging. But sometimes we bring back an oldie, and with updating, gain a new perspective. For new users, I hope the book will meet your full expectations and be an effective instructional tool. Although case books abound, you and your students may find this somewhat unique and veryRead MoreProject Mgmt296381 Words   |  1186 PagesKnowledge (PMBOK) Concepts to Text Topics Chapter 1 Modern Project Management Chapter 8 Scheduling resources and cost 1.2 Project defined 1.3 Project management defined 1.4 Projects and programs (.2) 2.1 The project life cycle (.2.3) App. G.1 The project manager App. G.7 Political and social environments F.1 Integration of project management processes [3.1] 6.5.2 Setting a schedule baseline [8.1.4] 6.5.3.1 Setting a resource schedule 6.5.2.4 Resource leveling 7.2 Setting a cost and time baseline schedule

Marketing Management Woolworth Marketing Strategies

Question: Discuss about the Marketing Management : Woolworth Marketing Strategies. Answer: Introduction All in Australia there are about 140,000 businesses and retail companies, only for the retail industry. Australian retail markets are considered to be the strongest industries in the world (Wardle and Baranovic, 2009). Here the largest positions are captured by Coles and Woolworths, these are owned by the Wesfarmers group and Woolworths limited respectively. All through Australia, these are the giants in retail supermarkets which prove to serve the high quality products. If we talk about the history of the Woolworths, it was established with its operations running in 1924. Initially, they had small store in the basement in Sydney, Australia. Since then it had grown up as the leading giants among Australia. Most commonly, if we talk from the customers point of view, it has become the first choice to buy the household products from both in the regional areas and in the metropolitans of Australia. Woolworths deal with the wide range of grocery and its food products manufactured which they had begun as the fresh food suppliers. It has been 64 years since they have had started as the fresh food suppliers chain. The main motto Woolworths has is that they treat their customers on the highest priority on what they demand. Not only this but also they try to keep their customers updated about what is newest and the best for them. There are many brands under the Woolworths limited which are dyed-in-the-wool to serve its customers in the best possible manner wit h respect to its quality of the products (Rotembuurg, 1993). Objectives and vision statement of Woolworths This companys retailed product includes food products, grocery, liquors, electronics, fuel and general merchandise. Under the Woolworths, there are currently, 2330 divisions along with 284 if its hotel and 577 of its general merchandising stores. The primary area of operation and marketing includes New Zealand, Australia which has its subsidies in China, Hong Kong and India (Global Data, 2012). The glimpse of history of the Woolworths limited is briefed as follows: 1924: the company had started its first store in Sydney, Australia. 1930-1940: This was the phase of rapid growth and expansion of its operations from all of the stores. 1970-1980: the brand became the holder as world largest retailer in the fresh food products. 1980-1990: this is the phase when Woolworths has become the market leader of the retailed sector, in Australia. 1990- To present: it has expanded its sectors by entering into various sectors of hotel, liquor and gas stations. Any of the company so as to have a working developing plan and strategy, they must have a understanding of its vision and mission. The vision statement of the company includes that how the organization does wants its environment to be like and where does it wants to see itself in near future. Also the vision statement of the organization can be concluded as the planning which is done from the long-term view of its goals and which arrears are to be focused upon in the near future. This vision statement proves to motivate the employees and guides inspiration for them. The vision statement of Woolworths is to maintain its retail business and offer its customers the best quality which has greater value for the money along with wider choice options which shall serve the high-end services to the customers. This can be concluded from its vision statement (Global Data, 2011). The objectives of this organization are to improve the efficiency with the stock turnover and ensuring that the customer are served by the more than 800 stores which are there across streets of the United Kingdom. Such stock contains the value for money products which will match the expectations of the customers. Woolworths has its investments in the supply chain system which has affected all the areas of the organization. Agencies: Agencies are the middlemen of the business world. When businesses need a specific worker who specializes in the trade, they go to a recruitment agency. Suppliers provide raw materials that are required to build Five Cs of Woolworths Analysis of five cs can be done which is useful for the performance analysis of the environmental scanning which is useful in analyzing the marketing situations. This analysis helps in the marketing decision making. Also, it covers the scanning of the internal as well as the external environment. This five c analysis is basically the extended of three c which includes the company, customers, collaborators, climate and its competitors. The detailed analysis to the five aspects is as follows: This shall include the companys analysis which states the objectives and evaluation of its capabilities. This tells about the strength of the strategic plan and model of the organization. Moreover, it analyses what are the areas to be worked upon in terms of improvement and that how well the organization fits in the criteria of the external environment. Identifying and accessing the competitors in the market is necessary so as to compete from its competitors. The competitors of Woolworths in Australian market are Aldi and Coles. Collaborators are those who create a business idea and helps in commencing the business for an organization in the most efficient way. The collaborators to an organization manufacturing the products are as potential suppliers, buyers, retailers, distribution channels, etc. Woolworths has mainly the customers as the females. They are more engaged into house hold activities. Also, the target customers for this organization are the high income group as it has comparatively high priced products. Climate of an organization includes the factors which lead to PESTAL analysis. This analysis for Woolworths can be done as: Political: the political factor includes the retail companies which are affected by the political climate of other industries. These political conditions help in shaping the perfect environment for the business. Economical: factors such as that of the recession is higher and the high the unemployment factor which will have greater impact on the financial performance of the business. Social factors: the changes that the customer has made from the early era to now in the retail shopping experiences. The company has recently introduced many new means to fulfill what the customers are seeking for. Technological factors: the newer the technologies the more ease will be there for the customers to buy the products. Use of RFIA and Service oriented architecture is operated for the effective supply. Legal factors: this includes the taxation and managing the revenues. These are the legal formalities that have to be undergone while doing business. The quality of the products manufactured should be always according to the standards of Australia. Methods of market research about 5 Cs. The marketing research method that Woolworths follow is basically based upon the marketing research and the methods Woolworths follow for factors such as its customers, competitors, collaborators and the context of the business. These are the aspects which once when decided does the market research and then is followed according to the strategies formed: How does the organization decide that what their customers are longing for? Woolworths basically serves the customers in the personalized way which the individual which is high in quality and according to the current market trends. This is their aim to satisfy its customers within the value for money pricing range. This is the strategy which Woolworths follow. Also, meeting the customers need by providing them the products with highly competitive pricing, best of the best quality consistently, with more options available for the customers which shall give them the best experiences among shopping. The firm collects information by the way they have created different departments for knowing what the customers want actually. This is done by conducting surveys from the customers, so as to satisfy of strategic management. Also, focus groups are important tool for to research that has skills in moderating and interpretation. Ethnographic studies also help in the market research. The threat from the other rivalrys present in the market is as: Woolworths have the strong competitors in Australia which the retail stores have is Myers, Coles Wal-Mart, TESCO and macro wholefoods limited. The present competition prevailing in the markets is at such intensity which shall create a better competition in the market and these will also build upon the effective strategies which will differentiate themselves. The presence of some strong competitors in Australia retail and grocery industry such as Myer or Coles is likely to limit the Woolworths market share and contribute the high level of concentration. The intensity of those competitors is forcing the company continuously creating competitive and effective strategies in order to differentiate themselves from competitors. Market research done about the competitors in the market includes the information done through the interaction with the employees. Retrieval of information can be done by the way of getting the information out of the social networks. The information about the competitors is also retrieved by the way of doing some reporting about the competitors in the market currently. To know about the changing marketing trends like going global, diversifying the business or about the flexibility the research can be done by evaluating the new features of the products or of the new features available. Also, by assessing the advantages and the disadvantages for if the new packaging is done for any newly launched products. The research method used for getting the information about the collaborators involved can be done the way of SWOT analysis which enables Woolworths about the analysis of the internal bureaucratic and product development techniques. Developing marketing strategy The maximum sales revenue of the suppliers when done in a certain period of time, is called as the potential market. The potential market segments that are available to Woolworths are as follow: Woolworths has its core customers who are more loyal and are not scared in complaining about, if the local street stores fulfill their expectations or not. For this when the market analysis is done, it is found that the organization works for building the strong relationship with its customers and will say consistently about providing the right services and the products. Also, it is found that the target customers are basically includes more female customers. This is because only they are generally conscious about the house holds of the family. Also they spend large amount of money in solving their problems and the issues. In other words, the females when spend more upon the cosmetics who lie in between the age group of 14-30 are targeted (Westwood, 2002). The purpose of the value statement is that it is used in the communication of the actual purpose of the organization. This is also called as the mission statement. On the other hand, the mission statement briefs about the fundamental principles of any organization. It has description of the details about the commencements of the organization and also what are the goals that need to be attained. Woolworths has stated in its mission that aims at the it need to be the most loved amongst the retailer for family, leisure, home and the kids. Marketing tactics The marketing mix strategy of the Woolworths can be defined as below. The elements of the marketing mix include product, price, place and promotion. This extends to the three more ps now which are physical layout, provision of customer services and process as its elements. Firstly, under the product category the aim of the organization is to fulfill the expectations and needs of the customers. For example when the house hold and the beauty products are there then the customers are to be served with the most advanced technology present in the market. Woolworths basically focuses on the quality it is offering to the accessible products available. Woolworths has clearly identified that what the customers are actually looking for and how to satisfy them with serving the accurate value for money options. Woolworths has done a great job in providing the highest quality factors in terms of quality. Also, the products sold are the cost effective driven products. Moreover, it is kept in mind to serve their loyal customers with the high quality products and services. This is the motive of Woolworths regarding the product marketing strategy. Second is the pricing factor which is accordingly monitored by using different strategies and is changed in the period of time. Also, the supermarket has different offers and techniques for customers who include various discounts, promotional offers, etc. also, it has sometimes the offer for discounts on the MRP which attracts the customers and helps with generating more revenue for the organization (Hwang, Bronnenberg Thomadsen, 2010). Third is the place which includes the stores which are located under the areas which are actually convenient to the customers. Moreover, these kinds of supermarkets have the focus on choosing its location for the stores. Hence, it can be concluded that the stores of Woolworths has kept in mind the location as well as the convenience of the customers, to get high demand response. Moreover, for this sake now online stores are also launched for the sake of its customer convenience. It is recently, that the mobile application software for Woolworths are also facilitated so that their customers can shop from anywhere, anytime (Omar and Sawmong, 2007). Fourth p is regarding the Promotion activities, that Woolworths does so as to broadcast it on Tv channels and other media. The most popular option available that is the Billboard advertising is used majorly for communication with its target market/ audience. In addition to it, many of other activities like that of the promotional activities are carried on. For instance, like that of the demonstration about the products is done and shown to the customers in the store which are under the promotional activities. Also, Woolworths has its own publication published in the market for the sake of more effective communication with its target markets (Wowlink.com.au, 2015). The physical layout is the fifth P which explains about the physical output protection for the products, in the factories which should ultimately important to the end customers. But for now many of the products which are retailed has the high level presentation which is there in the stores which are modern. Woolworths has the highly presentable way of physical output of the product which is equally important to the providers with high quality. Next is the provision for the customer service, this is the post sale marketing tactic which shall help the customers with availing the facility of the organization about their products. Woolworths has their customers treated on the highest priority and is quiet successful in this approach. Call centre staff and facing the customers in the first line is considered to be the troops with the front lines which are considered to be the advantage in building up the customer relations. The processes are the seventh P which is associated with the number of processes that are done through to make the organization much better along with the effective marketing tactics. The processes undergone are as the process to handle the customers complaints processes for identifying what the target market is looking for and also the processes involved with the handling of the orders. This is the marketing tactic followed by Woolworths. Recommendation for the marketing mix of Woolworths is that firstly they should revise upon their prices which are higher comparatively in the Australian markets. Whereas, the quality of Woolworths product is similar to those of available in other supermarkets. The name of company is highly repudiated which is for the reason of its highly maximized shares. For the long run race with its competitors, Woolworths will have to look after its pricing strategy. This will help to attract the larger target market as compared to what it is for now. These are the seven Ps of marketing with their own effective tactic for better marketing and creating more effective value prepositions from the customers. This is followed by Woolworths for efficient management. Conclusion Woolworths is amongst the leading supermarkets of Australia which has its own business tactics and strategies. These help its customers, collaborators, suppliers, company, and its context to develop for the better and effective marketing management. It has many near competitors in the market. This is concluded about the Woolworths marketing management. References: Foo. (2008). Woolies Boost Supply Chain Technology. Retrieved from https://www.theaustralian.com.au/australian-it/woolies-boosts-supply-chain-technology/story-e6frganf-1111115892003 Frey, Bruno, S. (2002). Successful Management by Motivation. Springer. Gray, E., Emerson, L., Mackey, B. (2005). Meeting Demand of the Workplace. Jstor. GlobalData. (2011). Market Research. Retrieved from Woolworths Limited (WOW) - Financial and Strategic SWOT Analysis Review: https://www.marketresearch.com/GlobalData-v3648/Woolworths-Limited-WOW-Financial-Strategic-6261980/ Investment analysis. (2004). Retrieved from Woolworths Holdings Limited : https://www.docstoc.com/docs/76183741/PowerPoint-Presentation---Woolworths-Holdings-Limited Kraft, M., Mantrala. (2010). Retailing in the 21st Century. Springer. Matej, I. (2010). Retrieved from Strategic Management Group Assignment 1 - Document Transcript: https://www.slideshare.net/KyleL1/strategic-management-group-assignment-1 Palmer. (2008). Woolworths Trial Self Check-Out Technology. Retrieved from https://www.ausfoodnews.com.au/2008/04/21/woolworths-trial-self-checkout-technology.html Ready Made Search. (2009). Retrieved from 0955 - Woolworths customer satisfaction continues to rise: https://www.roymorganonlinestore.com/News/Woolworths-customer-satisfaction-continues-to-rise.aspx Rotembuurg, J., Saloner, G. (1993). Leadership Style and Incentives.Jstor. United States Department of Agriculture. (2011). Retrieved from World Agricultural Supply and Demand Estimates: https://www.usda.gov/oce/commodity/wasde/latest.pdf.Woolworths. (2011). Wenderoth, M. 2009. Particularities in the Marketing Mix for Service Operations. GRIN verlag. Westwood, J. 2002. The marketing plan: a step-by-step guide. Kogan Page publishers. Woolworths Limited. 2013. [Online]. Available at: https://www.woolworthslimited.com.au/page/Invest_In_Us/Share_Price/ [accessed on: 17 January 2017]. Woolworths Limited. 2013. [online]. Available at: https://www.woolworthslimited.com.au/ [accessed on: 17 January, 2017]. Hwang, M., Bronnenberg, B., Thomadsen, R. (2010). An Empirical Analysis of Assortment Similarities Across U.S. Supermarkets. Marketing Science, 29(5), 858-879. doi:10.1287/mksc.1100.0564 Mitchell, S. (2014)., Woolworths may need to sacrifice profit margins for growth. The Sydney Morning Herald. Retrieved 17 January, 2017. Omar, O., Sawmong, S. (2007). Customer Satisfaction and Loyalty to British Supermarkets.Journal Of Food Products Marketing, 13(2), 19-32. doi:10.1300/j038v13n02_02

Marketing Plan of New Book Store †Myassignmenthelp.com

Questions: Task 1: The analysis of the marketing environment? Task 2: The marketing plan? Task 3: Future growth options? Answers: Introduction Bookie Joint will be opened as a sole proprietorship business opportunity in the busy university proximity of Trafalgar Square, UK. The new bookstore will target the students of the nearby university along with the local residents of the Trafalgar Square. The owner of Bookie Joint plans to take the help of the local library staffs and e-resources in order to segment the overall target population. The estimated start-up expense will be around 12500. The assignment will evaluate the marketing plan for Bookie Joint and will analyse the external environment and internal strengths and weaknesses of the new store. Further, the analysis of the target market and SMART objectives will help the marketer to formulate the plan effectively. Task 1: The analysis of the marketing environment 1.1 Analysis of the Macro environment for Bookie Joint P-Political The political conditions of UK will affect the buying behavior of the consumers (Warner, 2010). The political stability of the place will affect the economy as well as affect the buying power of the individuals. Government policy and taxation also influence the business. The rise in corporate tax will result in increase in price of the books as a result; affect the business (Jensen, 2013). E-Economic The book store will need workers for functioning properly. The store can employ individuals who are either jobless or looking for a job to support their education (Roy, 2009). Students will be perfect for in-store job in the book store, which will help them to increase their knowledge while handling customers in the store. In this way, the store can help in improving the economic conditions of the society (Jensen, 2013). S-Social Adhering to the social responsibilities is one of the most important factors while opening a store. The book store should comply with the rules of the local business association of that location (Kahn and Kahn, 2010). They might ask for funds at various occasions, or general meeting, the owner of the store should cooperate with the association. Also it is social responsibility of the owner to attend the general meeting of the association regularly (Horton, 2010). T-Technological The book store should be equipped with internet connection. Nowadays, life is unimaginable without technology. Access of the e-books and audio books in the store will help the customers, specially the students to access them from the store (Kahn and Kahn, 2010). Connection of the store with the web will help them to download the materials and incorporating the technology of print no demand will enhance the business of the store. In addition to these, incorporating Electronic Point of Sale, Electronic Fund Transfer System will help the owner to maintain the stocks more efficiently. Maintaining the database of all the books available also will help the users to find the books in the respective sections (Fine, 2009). L-Legal Not only bookstore but before starting any new store in an area, the individual should look into the legal issues of the location where the store will open (Roy, 2009). The individual should ask for proper documentation from the proprietor and should also check whether the location has any past legal issues that can pose as threat in present. Under Consumer Law of UK, the bookstore is bound to provide correct information to the consumers by providing correct description of products and proper pricing (Fine, 2009). E-Environmental Wastage always comes complimentary when it comes to operating a store. The book store should keep in mind the environmental factors before starting the business. The waste products will be in the form of cartons and packages used for the delivery of the books. The owner should monitor the ways of disposing the packages so that the packages do not pollute the location (Horton, 2010). 1.2 Micro analysis of Bookie Joint S-strength Building a book caf rather than building a normal book store will act as a great strength for the book store owner. Buyers will prefer to go through the books before buying them; hence if a caf is available with the store, the buyers can sit there to consult the books (Crisan, 2011). Employment of students as workers in the store will make the store more informative for the consumers. In this way, the store will contribute to decrease the unemployment rate, the buyers; especially the students will be benefitted from the student workers while buying the books on any particular subject (Ramachandra, Chandrashekara and Shivakumar, 2010). At times, there are consumers who support a smaller bookstore than a larger one, the psychology behind this attitude is, the consumers believe that the price of the books will be less in local book stores than bigger ones. In addition to this, the same psychology works in case of the students. The students even prefer local book stores which will be nea r to the house, and will be easy to reach whenever needed (Ahmad, 2013). W-Weakness The climate change along with the issues of global warming is making the consumers avail for more technological products. Saving paper is one of the top-most priorities for environmentalists (Ramachandra, Chandrashekara and Shivakumar, 2010). In such a situation, the demand for physical books is decreasing at a fast rate. Book stores at times are unable to meet the demand of the consumers due to lower availability of space (Crisan, 2011). The proprietors prefer giving the space to such business owners who will gain more profit. As books do not have a steady business, the proprietors fear of not getting the rent in proper time. As far as educational books are concerned, the rate of sale will decrease during summer or winter vacations as the studying practice of the students also fall (Ahmad, 2013). O-Opportunities Books will always be a favorite thing for book-lovers. For book-lovers buying a book will always be a priority rather than borrowing and returning a book (Koopman, 2012). Inviting local authors at the store and organizing small lectures along with book signing can give the store an opportunity to promote the store. Local authors will also get an opportunity to showcase the talents; hence will be frequent visitors in the store (Bertelsen, 2012). T-Threats The online sites selling books provide the consumers with discounted price for books are major threats to a book store. Generally, a book store can afford to give the customers a discount of 10% maximum (Koopman, 2012). The online sites provide various offers in bulk buying as well as heavy discount on all books. Libraries can also pose as a threat to the book store. Unlike a store, an individual can borrow a book of choice rather than buying it (Bertelsen, 2012). 1.3 Competitive analysis of Bookie Joint Threat of substitute products is the most important threat when it comes to bookstore. Due to the advent of technology, e-books and audio books are sought after products for readers; hence the footfall of the readers will also decrease (Pereira, 2013). The proprietor will prefer giving out the space to other business owners with sure and steady revenue, for example, grocery, beauty products, medicine which will never lose its hold in the market. In addition to these, nowadays children is more attracted to video game parlors, junk food centers, etc than spending time on books, hence all these substitute products affect the business of books as a whole (Cateora, Gilly and Graham, 2013). Book stores with big name and history will pose a serious threat to local bookstores. Intensity of the competitive rivalry will be very high. Some famous bookstores like, The London Review Book Shop, The Big Green Bookshop, Gays The Word, Waterstons, P G Wells are some of the names worth mentioning (Tiringer and Harrach, 2014). The already flourished business of these bookshops will allow minimal space to the new local bookshops. Whenever it comes to books, the customers will prefer bigger area with more options to choose from. The big stores will be able to meet the customer demands more than the local stores. Moreover, everybody will prefer a place with more space to move around to consult books than local stores, where the main problem is lesser availability of space (Cateora, Gilly and Graham, 2013). The bargaining power of the consumers will relatively be less in bookstores. Whole sellers in book industry faces the challenge of bargaining power of the consumers but customers do not tend to bargain in a book store (Pereira, 2013). Though the book store may face bargaining from the students due to their economic constraints, but normal buyers generally do not tend to bargain in a store. If the store is located in a posh area, then the store will face minimum bargaining from the buyers, as the customers will be from a well to do background who will not be interested in indulging in bargaining (Choudhary, 2009). In a situation where the bookstore is already being fighting for existence, a new entrant in the same business wills against the business. The intensity of competition from a new entrant in the business will be very high for the bookstore. The new entrant will also fight for existence. Provided that the entrant starts functioning with greater funds and capital, then the other owner will leave no stone unturned to make the presence felt in the market. The new entrant will make use of all the available resources in the market to attract the buyers, hence will intensify the competition for the already existing bookstores (Choudhary, 2009). When on one hand, the bargaining power of consumers will comparatively be low in case of the bookstore; bargaining power of the suppliers will comparatively be very high for bookstores. Provided that there is only one whole seller of books in the area, the whole seller will take the advantage of the situation, as a result will tend to increase the price of the books to which the store will not be left with any other option but to comply with the whole seller (Tiringer and Harrach, 2014). The same situation may arise from another whole seller with good resources. When that whole seller is able to fulfill all the orders from the owner of the book store, in addition to that is providing timely delivery, the seller will take advantage of this situation, hence will intensify the bargaining power. Task 2: The marketing plan 2.1 Analysis of the SMART objectives According to Barrow, Barrow and Brown, (2012) setting of the SMART objectives (Specific, measurable, attainable, realistic and timely) helps the marketer to successfully evaluate the objectives that the marketer feel is necessary to be attained in the end. In the present context, the marketer has framed the following SMART objectives for the new bookstore. The marketer plans to increase the sales of the bookstore by around 5% within the next 6 months The plan of the marketer is to introduce e-book facility, which will further help the marketer to increase the profit by around 2% quarterly The marketer further plans to open another book store in the Urban location of UK near the universities so that the new book store will be able to attract more students Apart from the books, the marketer also plans to introduce the some of the ancilliary products and services like internet cafe services, LAN gaming services, E-magazines and journal and a refreshment cafeteria 2.1 Segmentation, Targeting and positioning (STP) analysis of Bookie Joint The STP analysis helps the marketer to understand the target customers for which the marketing plan is required to be prepared. Bowman, (2008) stated that opening of a bookstore is a risky proposition especially in case high competitions from the online book stores and the availability of the e-book facilities. Thus, the marketer in this respect will frame the STP analysis for the bookstore. 2.1.1 Market analysis The UK book market is facing a decline in the growth from 2012 since the introduction of the online book purchase portals like Amazon, e-bay and after the introduction of the e-book reading services provided by Google and other search engines, the major focus of the students shifted from virtual book store purchase to the online services. The bookstore industry sale rose only 3.6 % in the year 2012. Moreover, the economic crisis decreased the purchasing power of the customers and thus they switched over to the online book services rather than purchasing the book at high price forms the bookstores. 2.1.2 Market segmentation The marketer in this case has planned to segment the overall UK market based on the purchasing power of the customers of UK. Based on the segmentation strategy, the marketer plans to open the bookstore in Trafalgar Square area near the universities like London School of Economics, University of London, Kings College and Imperial College. The market segmentation shows that the total population of the Trafalgar Square is more than 1, 00,000 which comprises the total target segment for the Bookstore. The majority of the houses hold income of the residing citizens of the Square is around 30,000. However, the major focus of the marketer in this respect will be on attracting the students of the nearby universities and schools for purchasing of the books from the newly opened store (Bruyant-Langer, 2013). 2.1.3 Target market The marketer in this respect will target three specific target customers among the target segment. The three major target customers for the bookstore are selected as below: Causal purchasers: Chambers and Humble, (2012) stated that casual shoppers are the individuals who generally visit the bookstore with no particular intention of purchasing any specific item. In such case, this group of customers generally purchases the attractive items. This group of customers range within the age group of 9 to 18 years including male and female both categories of students. Keeping, the interests of this group of customers, the marketer will focus on storing the front rows of the bookstore with attractive stationery items (Crayons, playbooks). The marketer will also arrange for merchandises like game players, game CDs and drawing books for the casual group of purchasers. However, Finch, (2013) stated that this group of customers are genially the impulse buyer hence they may often leave the store without purchasing anything or may prefer to opt for low priced items. For this reason, the marketer of the new book store will also equip the store inventories with the low priced books including journals, business magazines, creative idea books, cooking books and information documentaries which will attract the customers and will also help to increase the sales. Hard to find purchasers: These are the group of customers who have specific needs and generally visit the store to make purchases of some pre-listed book items. In terms of the high competition from the persisting book stores like the London Review Book shop, Big Green Bookshop and PG Wells, the new book shop will have to make a competitive advantage in terms of the core products so that this target segment of customers can be attracted and retained. These segments of customers range between the age group of 20 to 50 years and covers the majority of the target population. For this category of target population, the marketer will effectively include the old edition books, which are rarely available in new bookstores. The marketer can also list out the priced collections from the e-library and make the paperback version available within the store, which would make the core product of the store different and attractive compared to the other new bookstores operating in Trafalgar Square ( McKeever, 2012). Specific category purchasers : These are the categories of customers who generally purchase the books of one specific category without diverting to purchase of any other category of books. Friedlander, (2013) stated that this group of customers generally have the complete idea about the type of purchase they intend to make and generally represents the highest volume of purchaser in a particular store. The age range of this group of customers range from 18 to 30 years and depending on that, the marketer will stock the rest of the store. The marketer for this segment of customers will include the separate segments of book rows like romance segment, fiction segment, educational segment, management segment, political segment, technical segment and non-fictional segment. 2.2 Evaluation of the 7Ps The very widely used marketing mix is actually a tool devised for designing strategic marketing tool. Traditionally, the factors of Product, Place, Price, and Promotion were considered as the core decisive factors of any business, and were popularly known as the 4Ps of Business. This particular model was considered as the most exhaustively utilized marketing model, as reported by surveys carried out by various business magazines. The primary model of 4Ps as devised at a time when most of the business were involved with the selling of finished goods and/ or products: the concept of selling of services was at that point of time no known in the business domain. Likewise, the concepts of providing after sales services to the customers of the business, and the strategy of developing a brand name through the provision of such services to the customers were yet to be introduced in the market. Hence the only factors that were to be considered in the marketing strategy for any business consisted of the products being sold by the business, its location, the pricing strategies used by te business and the promotion strategies used by the business (Rimm, 2012). Over time, three more factors, namely the participants (later on renamed as People), the physical evidence and the processes used by any business corporation were included in the model. In 1960, E. Jerome McCarthydevised the 7Ps model that is being widely used by organizations today and published it in the book titled as Basic Marketing. A Managerial Approach. The Bookie Joint should use the 7 Ps model to evaluate the business model being followed, and emphasize on the following sectors of their business: Products/ services: At present, the organization sells hard copies of text books and/ or other materials at their physical stores. However, the customers can also access the official website of the book store to order boos. The book store provides additional discounts on those which have been order through their website and books are delivered to addresses provided by the customers, without any additional cost. The organization even plans to make e-books available to their customers through their website in near future (Romero, 2011). Prices/Fees: As the book store has been opened recently, the management has decided to adapt a strategy of competitive pricing in order to draw the attention of the customers. Books are being made available to the customers at reduced prices and special promotional offers are being made to those customers who use the official website to order books. For the time being, books are also being delivered to the customers at their doorsteps without any additional fees. Place/Access: Setting up the physical stores within the university premises was one conscious decision adopted by the management. Needless to say, the strategic location of the bookstore will attract a wide range of new customers, including the students of the university, and the faculty and the professors associated with the institute. Promotion: The bookstore is providing various promotional offers available to those customers who order books from their official website. Along with this, the book store is promoting its brand name on various social media sites that are popular among students, besides conducting promotional marketing by the traditional approaches like distributing pamphlets and leaflets, putting up flexes and hoardings, as so on. The management has also decided to sponsor certain events being conducted by the students of the university as part of their marketing strategy. Physical Evidence: The book store has been set up within the university premises, and has an impressive ambience. The staffs are well trained and provide much help to the customers while they search specific items. The book store has an official website through which their customers are able to order books online, without visiting the physical book store (Skinner, 2012). People: The book store has employed a group of highly skilled staffs, and provides necessary training to them such that they are able to help he customers. The organization has employed a group of employees who are specialized at providing after sales services to the customers: these employees are assigned with the task of meeting up the grievances of the customers and to provide solutions to any problem experienced by them. Partners: The book store has business collaborations with most of the well known publishing houses. Their direct business relations with the publishers allow them to make books available to the customers at competitive prices. The book store also has a section of used books: the book store buys such books, at low prices, from the students of the institute and makes them available to the customers at discounted rates. Task 3: Future growth options 3.1 Future growth strategies The evaluation of the macro and microenvironment of the new bookstore shows that high competition is present within the book industry of UK. The major threat of the book industry is from the substitute products and services like the e book, online book purchase and from the presence of the large number of physical bookstores in UK. Keeping the high degree of competition in mind the marketer and the owner of Bookie Joint has formulated the following future strategies for the bookstore (Stutely, 2012). Introduction of ancillary products: The bookstore will display other products than the core products that are the books in the coming years. Keeping in mind the needs of the casual shoppers, the owner of the bookstore will include accessory items like the gaming CDs, gaming books, storybooks, Movie DVDs, comics, stationery items and other options. Introduction of a cafe: In the initial stages, the owner will maintain a low profile in terms of the new store, however, in the later stages the expansion policy will also include setting up of a reading cafeteria within the store or as a part of the store with a kiosk approach. This will make the reading environment for the customers comfortable and the store will be able to attract large number of customers. The cafeteria will also provide snacks, refreshment, and sitting opportunities for around 20 customers along with reading lights within the shop. Introduction of low priced books: The owner of Bookie Joint will also introduce a separate low price segment of books for the casual customer segment that generally prefer to purchase books which are of low price with no actual need for the product. For availing this strategy, the Bookie store will include second hand paperback editions of some of the most popular books in all specific ranges, which are generally in high demand (Skinner, 2012). 3.2 Control and evaluation techniques In term of assessment of the overall marketing plan, the focus of the owner should be on the attainment of the SMART objectives. The owner of Bookie Joint will analyse the financial reports and the profit growth level of the book store in every quarter so that the owner can track the changes in the growth rate and the changes in the sales percentage. The measurement of the monthly customer footfall can also be measured along with a customer loyalty card that the store can offer to the first time visitors (Stutely, 2012). Conclusion The major focus of the marketing plan is on the assessment of the relevancy of opening a new bookstore in an urban location of UK. The macro assessment shows that it is profitable to open a new bookstore in UK since the number of universities and the number of students is high in UK. Moreover, the target segment analysis shows that it is advisable that the physical store should be opened in Trafalgar Square near the universities and the students should be targeted with the introduction of low priced books along with paperbacks and other accessories. References Ahmad, M. (2013). Marketing Case Studies and Swot Analysis. Saarbrucken: LAP LAMBERT Academic Publishing. Barrow, C., Barrow, P. and Brown, R. (2012).The business plan workbook. London: Kogan Page. Bertelsen, B. (2012). Everything you need to know about SWOT analysis. [Newmarket, Ont.]: BrainMass Inc. Birt, I. (2013).Writing your plan for small business success. Crows Nest, N.S.W.: Allen Unwin. Bowman, R. (2008).Business continuity planning for data centers and systems. Hoboken, N.J.: John Wiley Sons. Bruyant-Langer, S. (2013).The personal business plan. Chichester, West Sussex, U.K.: Wiley. Cartwright, R. (2002). Mastering marketing management. New York: Palgave. Cateora, P., Gilly, M. and Graham, J. (2013). International marketing. New York: McGraw-Hill Irwin. Chambers, I. and Humble, J. (2012).Plan for the Planet. Burlington, VT: Gower Pub Co. Choudhary, R. (2009). Policing. New Delhi: SAGE Publications. Crisan, D. (2011). Stochastic analysis 2010. Berlin: Springer. Finch, B. (2013).How to write a business plan. London: Kogan Page Limited. Fine, L. (2009). The SWOT analysis. [S.l.]: Kick It. Friedlander, J. (2013).Business from bed. New York, NY: Demos Health Pub. Horton, J. (2010). Prestashop 1.3 beginner's guide. Birmingham [England]: Packt Pub. Jensen, D. (2013). Your Personal Marketing Plan. Science. Kahn, M. and Kahn, M. (2010). Sentiment market analysis. Upper Saddle River, N.J.: FTPress Delivers. Koopman, M. (2012). Economic analysis of neighbourhood quality, neighbourhood reputation and the housing market. Amsterdam: IOS Press under the imprint Delft University Press. McKeever, M. (2012).How to write a business plan. Berkeley, CA: Nolo. Pereira, A. (2013). Porters five forces. [S.l.]: Grin Verlag. Rimm, A. (n.d.).The joy of strategy. Romero, L. (n.d.).Mediterranean conference on medical and biological engineering and computing 2013. Roy, D. (2009). Strategic foresight and Porter's five forces. Munchen: GRIN. Skinner, J. (2012).Business plan, business reality. Toronto: Pearson Education. Stutely, R. (2012).The definitive business plan. Harlow, England: Pearson. Tiringer, I. and Harrach, A. (2014). Book review. Mentlhigin s Pszichoszomatika, 15(4), pp.393-402. Warner, A. (2010). Strategic analysis and choice. New York: Business Expert Press.