Essay about Exercise 70- Wagesim - 1872 Words

Item 1 To: Mary Wallace-Vice President From: Wage amp; Salary Division Re: Request for pay increase/promotion Susan Anthony sounds like she would be a good candidate for promotion. However, while Mrs. Anthony has the time in grade to be promoted, we require some more paperwork showing that she is proficient in the areas you have stated. Once we have received this paperwork we will be more than happy to endorse her for this promotion (Nkomo, Fottler, amp; McAfee, 2011). Additional Action: Follow up with Mary Wallace to make sure that the proper paperwork is delivered in order to promote Mrs. Anthony to Senior Assistant. Item 2 To: Kelly Actor From: Wage amp; Salary Division Re: Request for pay increase Mrs. Actor, while†¦show more content†¦Franklin, Thank you for contacting the compensation administration regarding your recent compensation inquiry. In adherence to company policy, all employees will be evaluated upon the successful completion of six months of service with the company and will then be eligible for annual merit increases (Nkomo, Fottler, amp; McAfee, 2011, p. 214). Annual evaluations will be administered each year with the potential for a merit increase upon the completion of a satisfactory evaluation. There are six possible merit increases (Nkomo, Fottler, amp; McAfee, 2011, p. 214). Additional Action: Review evaluation and merit increase program with personnel. Ensure that all staff understands that salary is determined through job evaluations and salary ranges for job titles (Nkomo, Fottler, amp; McAfee, 2011, p. 213). Item 6 To: Betty Dyer, Supervisor From: Compensation Administration Re: Pay for Tammy Tuff Thank you for contacting the compensation administration regarding your recent compensation inquiry. Mack values the exceptional efforts put forth by its employees. In adherence to company policy, all employees are evaluated annually. Each evaluation provides supervisors the opportunity to recognize the exceptional efforts of employees through merit increases (Nkomo, Fottler, amp; McAfee, 2011, p. 214). Each employee is eligible to obtain six merit points to reachShow MoreRelatedExercise 77766 Words   |  4 PagesAmy Emerfoll Human Resources Exercise #70 Dr. Stacy Ball WageSim – A Compensation Administration Exercise Item 1: Mary Wallace, I appreciate your request about wanting to promote Susan Anthony to Senior Assistant. I do understand that she has been a loyal employee for five years and recognize her longevity with the company. Due to the fact that Adobe InDesign is a requirement for promotion purposes we will have to decline the request, but I would like to point out that if Susan is willingRead Morecase study812 Words   |  9 PagesFUNCTION/ENVIRONMENT I . CASE The New Director of Human Resources 3 2. CASE The Human Resource Function of Harrison Brothers Corporation 9 3. EXERCISE Developing Environmentally Friendly HR Policies at City University 14 4. EXERCISE Human Resource Challenges during Mergers 17 s . EXERCISE Scanning the Contemporary Work Environment: Shifting Demographics 20 6. EXERCISE Evaluating the Financial Impact of Human Resource Management Activities: Reducing the Cost of Turnover 21 7. INCIDENT Human Resource Information

Bianca skill Free Essays

Although after three months of total immersion of a language, most people should show significant progress, Bianca’s lack of progress does not necessarily mean she has a learning disability. There are a number of possible causes for her lack of progress and a learning disability is only one of them. In Bianca’s specific case, her history should be considered. We will write a custom essay sample on Bianca skill or any similar topic only for you Order Now She was orphaned due to a tragic event and traumatized. This life event at the age of five, the time when reading often begins, could significantly affect her rate of developing reading skills without factoring in the second language. An additional social factor that could affect Bianca’s language and reading acquisition skills could be her recent adoption and move to a new country and environment. Anyone would have some difficulty adjusting to a new family, home, culture and language at the same time. It would undoubtedly be more difficult for a traumatized eight-year-old to adapt to and thrive in a short amount of time. The adoptive parents have legitimate concerns about how extensive testing for a specific learning disability during her adjustment to her new life could cause additional trauma. If, however, Bianca does have a learning disability, it would be important to find this out and treat her accordingly. The teacher could do some basic observations in order to get an idea about possible learning disabilities. It would be important to observe her development in other areas such as motor, social, and cognitive. If she is delayed in other developmental areas, the problem could easily be due to her trauma and adjustment. In spite of the school total immersion policy, a few age-level books should be acquired for her in her native language. By listening to her read in her native language a teacher could determine if she struggled in the language she understood as well as she did in English. The teacher could recognize a struggling reader even if she is not familiar with the language. If Bianca reads well in her native language the problem is probably not a learning disability, and the best assistance in her development would be time and attention dedicated to her. If Bianca is discovered to have significant difficulty in her native language, it would warrant the need for additional testing to determine if the problems are due to a learning disability and if a way can be found to help her overcome it. If she does have an actual learning disability, the earlier intervention can be found, the better her chances of effectively developing new language and reading skills. Bianca is a unique child, who should not be caught up in a standard school policy of total immersion. She might require some special attention due to her traumatic past and extensive changes. Some of this special attention could involve some translation and allowing her to do some of her work in her native language in order to help her catch up to her grade level. How to cite Bianca skill, Papers

Marketing for Managers Royal Society

Question: Describe about the Marketing for Managers for Royal Society. Answer: Introduction Royal Society for the Prevention of Cruelty to Animals (RSPCA) refers to a peak organization of Australia which runs with 40 shelters and 1600 staffs as an employee. It established in 1981 in Australia to promote welfare of animals. Every year it makes a cost more than $100 million to adopt pets which help to improve the living of Australian animals. The RSPCA also makes operation of the animal care and facility of adoption (Lancaster, Collecott Paterson, 2015) (www.rspca.org.au/adopt-pet). On the other hand, World Wildlife Fund (WWF) is a conservation group which has established in 1961 which has more than five million supporters internationally as well as operating in more than 100 countries. In 1978, it established in Australia and made a first year operation budget around US $80,000. WWF has the adoption of animals in the country. (Wapner, 2012). There is a concept of 4 Ps analysis which indicates services of both peak organizations. Both organizations maintain the strategy of 4 Ps of marketing mix to adopt best pets and animals in the country (donate.wwf.org.au/campaigns/donate/) 4 Ps Marketing Mix of RSPCA It is necessary to maintain the marketing mix of RSPCA to measure the marketing performance of the organization. The organization is running in the target market or not, it can measure through 4 Ps of marketing mix. Product RSPCA is the largest and oldest welfare organization of animals into worldwide which is running with around 1600 employees. The organizations adopt pets to provide to customers which is spreading internationally including Europe, Africa and Asia. It makes an operation facility to care and protect the pets. It is very helpful for the society to promote animal welfare organization. It has a relationship with stakeholder in adopting pets for the welfare of animals. There is a core benefit which shows the total income of RSPCA in 2012, that was 132,803,000 and the total expenditure was around 121,464,000. It means that the organization is making profit by proving its adoption of pets to different countries (Paterson, Lawrie Morton, 2013). Price The organization charges sufficient price to adopt the pets and animals in the society. Its adoption price is sufficient and genuine in Australia as well as outside countries. RSPCA is the first welfare charity of animals. In the last two years, RSPCA has spent 22.5 million on legal bill and also spent more than 325,000 on a case against the Heythrop hunt to adopt pets for people. RSPCA hires Barristers and paid between 800 and 1,200 in a day. After spending of 22.5 million, it is under pressure to drop its right prosecution. It also paid 1,200 to a lawyer for some special cases of adoption in the country (Burn, 2012). Place RSPCA is a peak organization of Australia established in 1981 to promote welfare of the animal. In 1871, the first SPCA was formed in Victoria region of Australia. The warrant of Royal has given in 1932. It is running with 40 shelters and followed by Tasmania in the year 1872, New South Wales in 1873, and South Australia in the year 1875, Western Australia in the year 1892, Territory of Australian Capital in 1955 and Darwin in the year 1965. It first thinks that which place is better for the services and welfare of the animal and how the profit become increases every year in Australia and outside countries. Then it tries to develop the organization more into worldwide segmentation by providing best services across the countries (Hawkins, Deacon Dennison, 2012). Promotion In todays world, RSPCA adopts a huge number of pets to provide best services to the society. The organization can care and protect the animals and pets with the help of such promotion. It is helpful in caring for animal as well as give relevant information and suggestion to help the adequate community on issues of animals and pets welfare and concerns. In the last year, it has got 1 137,391 animals into its animal shelters as well as adoption centers in the country by promoting the product into worldwide segmentation. The organization promoted its services through its personal websites and other sources. In the Last 10 years, it has adopted 701,943 animals which include 382,951 dogs and puppies and 246,928 cats and kittens with the help of such promotion. It gets more adoption by promoting its services via websites and the internet (Alberthsen, Rand Bennett, 2013). 4 Ps Marketing Mix of WWF Marketing mix of World Wildlife Fund (WWF) is as similar as the 4 Ps marketing mix of RSPCA which shows the marketing performance and how it is running in the society. Marketing mix indicates that how the organization is helpful in welfare of the animal (Wasan Tripathi, 2014). Product World Wildlife Fund (WWF) is a non-government organization which adopts animals for improving the standard of living of the society. It is the foundation with 55% of fund from an individual and bequests. It is the largest conservation organization in the world which is having five million supporters into global market and adoption of animals are using by 100 countries in the world. The company is providing core benefit to people by which they are satisfied the service in the society. In the year 1978, the adoption of animals of WWF has introduced in Australia. On that time, animals were selling by only three staff who was working with the organization in Sydney. However, now the animal adoption of the organization is running well across 100 countries (Warburton, 2013). Price The price of the product is genuine by which people are more involved with the services. In the first year of operation, the conservation budget of the organization was around $80,000. Nowadays, WWF is making huge profit and becomes number 1 conservation organization into worldwide. It has more than 50,000 supporters and projects in progress throughout Australia. It also makes profit with having some partners who pay as ongoing cost to the other organization. It has best chain of supply in Australia to make more transaction as well as to increase profitability across the country (Umberger, Windle Rolfe, 2016). Place Place refers to the exact selling point where it makes more customers for welfare of the animal. WWF is operating now in 100 countries across the world with five million followers internationally. It thinks first about the place where it can make more profit by its services because a good place is needed to run the organization consistently. It also maintains a team work within four priority areas such as marine, species, food and climate. It focuses on these areas more because these are driven by Australias best mind in science, policies, business and communication (Malek Anders, 2016). Promotion WWF also makes promotion for its services by which people may involve more with the organization. Now it supports around 1,300 environment and conservation projects. In the year 2014, it makes foundation with 55% of fund with an individual, 19% from sources of government (like World Bank, DFID and USAID) and 8% from corporations. It makes promotion to get more animals and to increase its statement of mission in Australia (Samson Sheela, 2016). Target Market Justification between RSPCA and WWF RSPCA and WWF both are best peak organizations in Australia as well as the other country. From the above 4 Ps marketing mix of both organizations it has considered that both are running well as peak organizations in Australia. However, both companies cannot consider as the target market because their profit and development is different. Their services and adoption is also different. RSPCA adopts pets and WWF adopts animals within the country. Now it has clear that RSPCA can be treated as the target market because it adopts both pets and animals at a great segment which has more profitability within all countries. The organization spends more as well as earns more profit (Revoredo-Giha Kupiec-Teahan, 2012). The total income of RSPCA in 2012 was 132,803,000 and the total expenditure was around 121,464,000. It can be the target market because the paid up capital is more of RSPCA in comparison to WWF. It has adopted 701,943 animals which include 382,951 dogs and puppies and 246,928 cats and kittens with the help of such promotion in the last 10 years. For this, it has considered that RSPCA is treated as the target market. Though WWF is also running well with 40 shelters in the country, the paid up capital is rare of the organization, whereas RSPCA makes a cost more than $100 million every year to adopt best pets and animals and helps to improve the living of Australian animals. RSPCA is adopting pets with some higher cost as well as it makes higher profit. For this, we can consider RSPCA as target market segmentation in the country (Toma Stott, 2012). Conclusion From the above discussion it has concluded that both are running internationally and providing welfare for animal in the country. The marketing mix of both organizations is sufficient to run in the market segmentation. The vision of WWF is to control degradation of natural environmental planet as well as it is also building up a future in which people are living with harmony nature. RSPCA and WWF both are making more profit and having animals in their shelters. However, RSPCA is considered as the target market because of its profitability and production in Australia. The RSPCA also makes operation of the animal care and facility of adoption. It is spending more and making more profit across the country. It can be the target market because the paid up capital is more of RSPCA in comparison to WWF. It has adopted 701,943 animals which include 382,951 dogs and puppies and 246,928 cats and kittens with the help of such promotion in the last 10 years. RSPCA will consistently grow up if it runs as usual in the target market. References Alberthsen, C., Rand, J. S., Bennett, P. C., Paterson, M., Lawrie, M., Morton, J. M. (2013). Cat admissions to RSPCA shelters in Queensland, Australia: description of cats and risk factors for euthanasia after entry.Australian veterinary journal,91(1-2), 35-42. Booth, C., Romero, C. (2014). Private and protected: Where to for conservation covenanting.Wildlife Australia,51(1), 32. Hawkins, P., Burn, C., Deacon, R., Dennison, N., Heath, M. A. R. T. I. N., Mackin, P. A. U. L., ... Hubrecht, R. (2012). Report of the 2011 RSPCA/UFAW Rodent Welfare Group meetingHarms and benefits of new technologies.Animal Technology and Welfare,11, 95-104. Lancaster, E., Rand, J., Collecott, S., Paterson, M. (2015). Problems Associated with the Microchip Data of Stray Dogs and Cats Entering RSPCA Queensland Shelters.Animals,5(2), 332-348. McLeod, L. J., Hine, D. W., Bengsen, A. J. (2015). Born to roam? Surveying cat owners in Tasmania, Australia, to identify the drivers and barriers to cat containment.Preventive veterinary medicine,122(3), 339-344. Samson, M. S., Sheela, M. V. P. (2016). GLOBAL MARKETS AND THE EVOLVING MARKETING 4PS.RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, 100. Thrassou, A., Vrontis, D., Chebbi, H., Yahiaoui, D. (2012). A preliminary strategic marketing framework for new product development.Journal of Transnational Management,17(1), 21-44. Toma, L., Stott, A. W., Revoredo-Giha, C., Kupiec-Teahan, B. (2012). Consumers and animal welfare. A comparison between European Union countries.Appetite,58(2), 597-607. Umberger, W., Windle, J., Rolfe, J., Malek, L., Anders, S. (2016, February). The Economics of Farm Animal Welfare and Consumer ChoiceEvidence from Australia. In2016 Conference (60th), February 2-5, 2016, Canberra, Australia(No. 235640). Australian Agricultural and Resource Economics Society. Wapner, P. (2012). World Wildlife Fund.The Wiley-Blackwell Encyclopedia of Globalization. Warburton, D. (2013).Community and sustainable development: participation in the future. Routledge. Wasan, P. G., Tripathi, G. (2014). Revisiting social marketing mix: a socio-cultural perspective.Journal of Services Research,14(2), 127.

Product Innovation Charter The iDash Essay Example

Product Innovation Charter: The iDash Paper Apple © Presents: The iDash THE ULTIMATE AUTOMOBILE CONTROL Professional Challenge Paper -Jessica Allen- March 27, 2011 Product Innovation Charter Focus The iDash is an on-board automobile dashboard system that can be controlled by the iPad. The focus of the iDash will be to create the ultimate driving experience for the up-scale, cultured driver. Apple will seek to enter into the automobile market by using two of their most successful products that are already staples in many households to garner increased sales for the company. Goals iDash will create a centralized automotive control center for the driver. The iDash will also allow the driver to use any navigational system that they prefer, as the iPad give access to Garmin  © and TomTom © Apps. (garmin. com) (tomtom. com) The iDash will also revolutionize the ability for the driver to multitask in the car and stay connected with the use of all of the Apple  © Apps housed on the driver’s iPad. Guidelines The iDash is a built-in device with a docking station in the vehicle where the iPad can be inserted. The device can be activated using the hands-free or touch screen option. The iDash, in line with competitors, will â€Å" sport more features than ever to help [drivers] get from point A to point B quickly and safely [including] features such as audible driving directions with text-to-speech (TTS), spoken street names, real-time traffic updates, Internet connectivity for points-of-interest search, and large easy-to-read screens † (Goodwin, 2010). The cost of the product will be included in the price of the car as an added feature to the vehicle. We will write a custom essay sample on Product Innovation Charter: The iDash specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Product Innovation Charter: The iDash specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Product Innovation Charter: The iDash specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Product Description Apple is venturing into cars. They have already taken over the phone industry. Now, Apple is introducing the iDash. The iDash is not an App. It is much more. The iDash is an on-board automobile dashboard system that can be controlled by the iPad. The iDash creates the ability to use the iPad docking capabilities to all-inclusively transfer all of their APPS to the iDash where they can be used on a larger screen and through any headrest screens, and video-movie players, as well. The system would not just be the navigational component and would not just transfer all of the iPad’s Apps it controls the cars whole dashboard system, including temperature control, video system control, tire pressure and fuel level manager, etc. Apple explains that the iPad features 12 next-generation Multi-Touch applications making surfing the web an entirely new experience, dramatically more interactive and more intimate than on a computer. It goes on to detail that when using the iPad, you can watch movies, TV shows and YouTube, all in HD or flip through pages of an e-book, or listen to your music collection(Apple. om). The iDash would be the perfect complimentary product for Apple’s already stellar offerings. It would fit into the company’s product offering list seamlessly, as it uses two of its most purchased products to enhance the system. Apple © has a reputation of producing exclusive and quality products and because of its inherent integration of the iPad, the iDash will be an expansion of this great tradition as it is a perfect addition in the natural progression of the company’s product line. The driver will no longer have to use multiple buttons in multiple places to control essential functions of the car. The iDash will also create an interactive experience for the driver who can use a hands-free or touch screen option that allows the driver to move throughout the functions quickly taking less of the driver’s attention or time from focusing on the road and/or destination. With all of the booming technology that Apple is already displaying, the iDash will bring Apple © to the car, one of the places where most of our time is spent. Competitive Analysis Competitor Comparison The GPS and portable navigation device market is seeing consistent growth and becoming more and more crowded. However, Antuan Goodwin, Associate editor of CNET Reviews, explains that â€Å"todays PNDs sport more features than ever to help you get from point A to point B quickly and safely [including] features such as audible driving directions with text-to-speech (TTS), spoken street names, real-time traffic updates, Internet connectivity for points-of-interest search, and large easy-to-read screens † His review also details the top devices and companies that produce the PNDs. The top competitors for the iDash in the market are Garmin, Motorola, TomTom, and Magellan. Garmin Garmin boasts a many portable navigational devices, including the top five contender reviewed by CNET, the Garmin Nuvi 3790T, which is a portable navigation device that costs from $329. 99 $449. 99 and is one of the thinnest and lightest, the best looking device, that comes equipped with hands-free voice command, hands activated merely by speaking to the Nuvi and free traffic data updates. However, the Nuvi 3790T has some negatives. The screen can provide glare from direct sunlight and traffic data cannot be accessed while holding the device. Garmin also has an iPhone App. The Garmin StreetPilot ® was designed exclusively for the iPhone ® or iPad ®. The App works on both 3G and EDGE networks and allows the user’s phone to become a GPS navigator with turn-by-turn voice-prompted directions with the most up-to-date map data available, real-time traffic updates at no extra cost, and the capability to browse maps that have already been downloaded and stored on the device. (garmin. com) Motorola Motorola’s MotoNav TN765t has updated hardware, features combined maps and the menus, the device also contains Bluetooth hands-free calling with address book sync and voice dial, text-to-speech, and free FM-traffic reception. There is also are the MotoExtras service which can be used to add data connectivity by using a Bluetooth-paired phones antenna to transmit. The MotoNav TN765t costs about $135. 99. Some issues with the device include the fact that The MotoExtras data service isnt always on, so the device has be manually refreshed for the latest info. Also, the GPS tracking in skyscraper-dense urban areas is a bit sketchy. (cnet. com) TomTom The next on the list is the TomTom XL 340 S. To its credit, it is priced well below the premium price bracket at $94. 95 $169. 99. The TomTom XL 340 S has advanced features such as lane guidance, downloadable fuel prices, and user updated maps from TomTom Map Share. Its large 4. 3-inch WXGA touch screen is easy to read and to enter addresses on. Text-to-speech enhances the devices safety. †(cnet. com) But, the TomTom XL 340 S does have its draw backs. Its larger size, and additional thickness due to the EasyPort mount, somewhat limits its portability. It al so routs slower when the vehicle is moving versus when it’s stationary. Tom om too has an iPhone App and the ability to come as a built-in navigational system. The TomTom App update comes with the latest and most up-to-date map, the option to make changes to the user’s map and benefit from thousands of updates made by TomTom users on-demand, free of charge. The app has IQ routes that take into account rush hour, traffic lights, and even shopping crowds. The in-car navigational device has a 5. 8 (15 cm) color screen, automatic traffic information via the built-in TMC connection, home desktop software to get new software, download new maps, access free content from the TomTom community and subscribe to services, and a latest map guarantee. Some drawbacks to the system are that users are only entitled to one free map download, and that due to the continuous improvements in map quality, some new maps may not fit on the device and Map Zones have to be used for downloading. But only one Map Zone can be used on the device at a time. (tomtom. com) Magellan The last company that is a major competitor is Magellan. Overall score: 7. 0 (3. 5 stars) â€Å"The Magellan RoadMate matches the competitions performance and ease of use, while providing a larger screen at a lower price. † (cnet. om) The OneTouch menu allows the destinations and searches to be easily accessible along with a destination confirmation screen that gives users different choices as to how users can get where theyre going. The device costs about $104. 95 $161. 40, which is comparable for the market. The negative aspects of the device are severe. The â€Å"poorly designed cradle interferes with power cable when mounting. The onscreen keyboard cannot be c hanged from its alphabetical layout to a more familiar QWERTY layout. †(cnet. com) Competitor Assessment The competitors in the field are very formidable. NAVIGATOR There are barriers to entry for Apple, including a possible perception of incompetence in this industry, the possibility of aftermarket sales, and market saturation. However, two of the companies already use Apple devices to promote their own products through Apps, so the iDash should not have trouble being accepted by iPad users. Also, as far as the aftermarket retailing, it would be non-existent. This would be a point of purchase, all or nothing purchase directly from the dealer already included in the car in order to maintain the prestige of the product and Apple’s reputation of producing exclusive and quality goods and services. Apple © has major brand recognition and a stellar reputation in regards to electronic devices and can definitely overcome any possibility of market saturation by attracting loyal customers who believe in the company’s products and services. Also, the iDash is not just a navigational device. It is a touch screen and voice-activated car control center. No other company can compare with its features, which will give users total control over their automobile’s internal and external systems and levels. Product Development Process Potential-Market Description The iDash will be marketed to luxury car dealerships that cater to a high-end clientele. Lexus, Mercedes-Benz, and BMW dealers would be on the shortlist of target dealerships. As far as the aftermarket retailing, it would be non-existent. This would be a point of purchase, all or nothing purchase directly from the dealer already included in the car in order to maintain the prestige of the product and Apple’s reputation of producing exclusive and quality goods and services. The iDash system would be marketed to high-end buyers. A typical customer who will purchase a car with iDash technology would be someone who would have the iPad2 and already be on the waiting list for the iPad 3. The market segment targeted would be those techy luxury car buyers who like to show off and always have the next and be on the cutting edge of technology. Many celebrities would buy this car because of the exclusivity and allure. Product Elements The iDash will go directly from the manufacturer to the car companies and will need minimal packaging. They will be housed in protective boxes in order to make sure that they are not damaged during delivery. Also each iDash will come in its own sleeve and protective covering. The iDash will be rectangular in design and fit snuggly into a car’s center dash and include two headrest monitors. Because iDash is a feature that will come included in the vehicle, the main features would be anything that is needed to control the internal and external control systems. The iDash port will be selected before installation and gives the purchaser the choice of an iPad dock. The device can be activated using the hands-free or touch screen option. The iDash will give users access to the over 350,000 iPad Apps. They will be able to use their choice of Garmin  © and TomTom © navigational Apps, view movies already downloaded on their iPhone or iPad, adjust and control the tire pressure, gasoline levels, and many other applications in order to improve their driving experience. Pricing Strategies Apple is a premium brand of computer. The iDash pricing strategy is simply based on the market value for similar products. The high-end, fully loaded navigation devices that are closely aligned with the iDash are priced around $500. The iDash price will need to include parts and labor costs for nstallation and electrical wiring. The car price will increase by $2000. The price will be well worth it as the iDash is much more than a navigational device. The price will be high enough to maintain the sense of luxury, but low enough to not be outrageously but manageable. Part of Apple’s current pricing psychology is that if something is just a little bit out of the buyers price range, its desirabl e. They bank on the fact that at some point, a dream will come true (or an income tax refund check arrives) and the dream can be fulfilled and iDash will follow suit. Channel and Distribution Strategies As discussed before, the iDash will go direct from Apple to the car manufacturers. Customers will not be able to access the iDash independent of the car dealership. Apple will also continue its very secretive policy in its creation and manufacturing phases. Therefore, there will not be able to be any black market distribution. Apple will manufacture the iDash parts in the same Taiwanese, South Korean, and Chinese plants. The iDash will also have its own websites and software and technical support outlets through the apple. om site just as current Apple © products experience. Apple will not manually install the iDash themselves, but each car company that receives an iDash contract will receive the product components and installation and set up instructions. Apple will work closely with the chosen car company or companies to manufacture the cars upfront with the space for the iDash to be readily installed. Marketing Plan SWOT Analysis The current c ulture of technological expansion is a hallmark for the global environment. Apples current strengths are being a design innovator that always stays ahead of industry trends and the ability to create electronics that fit peoples lives. Other strengths include the market share that Apple currently has in the industry along with the brand’s great reputation held by customers. Although the company is very successful, its profitability is almost totally dependent on the global economy. â€Å"Economic downturns can have a significant negative effect on the company, and fluctuations in foreign currencies make profit predictions in foreign markets uncertain. †(ehow. om) Even with its weaknesses, Apple has many opportunities including the chance to create more innovative products and applications. But, the company also has great opportunities to extend their current product lines by integrating their current products with other established products and brands. The iDash is part of the planned product line expansion. The only current threats to Appleâ₠¬â„¢s success are the several legal actions being levied against them. Possible negative outcomes from the suits could negatively affect the company, as well as the costs of legal defense for the company. ehow. com)  © Marketing Strategy Apple communication is sober, intriguing, simple, clear, minimalist and clever. And it has a style of its own. This is seen in the TV ads, print ads, and in the online communications. Apple uses its ability to make great, user-friendly products to entice the costumers, but also does it with style and cleverness. It boosts sales and enhances the brand value. The iDash will fall in line with Apple’s current marketing strategy. Launch Plan The iDash will be introduced at one of the usual Apple company press conferences. Also teaser commercials unveiling the new technology will be used to drum up excitement for the new technology along with the secrecy that usually surrounds the production and release of Apple products. The commercials will be centered on creating the ambiance of the high-end driving experience that shows current iPad users how they can enjoy their favorite Apple product in a vehicle while still allowing them to stay connected in a safe manner, continue to work on office projects from the car, and control their driving experience through voice recognition or touch screen technology. Each commercial will give the viewer one more benefit to the iDash building desire and suspense in the way that Apple has done successfully in the past. Print ads will be strategically placed in magazines that are ascertained to be heavily read by Apple product users. iDash will be marketed and launched as a product that feels like it is a natural addition to the important products in the consumers’ lives. It will be launched as a complimentary accessory to the iPad that everyone already uses, loves, and can’t live without. Reference List Goodwin, Antuan. (November 5, 2010). Best 5 GPS navigation systems Retrieved March 6, 2011:http://reviews. cnet. com/best-gps/ https://buy. garmin. com/shop/shop. do? cID=134 http://www. tomtom. com/en_gb/products/built-in-car-navigation/carminat-tomtom/index. jsp Retrieved March 10, 2011: http://www. apple. com SWOT Analysis for the Apple Company Retrieved March 21, 2011: http://www. ehow. com/facts_6801257_swot-analysis-apple-company. html#ixzz1HCisowQX Professional Challenge Paper

Audi A6 2012 Marketing Plan Essay Example

Audi A6 2012 Marketing Plan Essay Example Audi A6 2012 Marketing Plan Essay Audi A6 2012 Marketing Plan Essay 1. EXECUTIVE SUMMARY Audi is launching the new A6 in the United States in late 2012. This marketing plan is designed to create awareness and impact around the A6 launch also to increase the market share by selling new cars. With this campaign, Audi will focus on affecting the target audience, driving quality user generated content, leveraging social media platforms and having a high impact launch that will generate buzz around â€Å"Audi Envy† The creative and media strategy is designed to position A6 as the most modern, innovative and luxury product in the marketplace. Media budget part will provide A6 dominance especially in Q3 around product launch. 2. SITUATIONAL ANALYSIS Audi is a manufacturer of exquisite cars: attractive, sophisticated and technically perfect. The history of Audi is one of the most multi-faceted stories ever told in the history of the automobile in general. The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the union in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of what is today AUDI AG. Source: AudiUSA. com web site) Audi was the winner of multiple awards in 2011: New Audi A6 won prestigious Eyes On Design Award at Detroit Auto Show 2011 Audi Q7 was the winner of the Mid-size Premium SUV Comparison Test U. S. Luxury Auto Marketplace: Premium auto brands sold 119,405 vehicles in April 2011 in the United States. Seven luxury automakers held more than 7% market shar e in April. Mercedes-Benz led the way with 16%, down from 17% in March. Audi, BMW, and Cadillac all grew their portions of the premium market. Audi owned 8. 39% of the overall market share in April 2011. Source: Good Car Bad Car Blog, Luxury Auto Market Share in America April 2011, May 5th 2011) [pic] External Factors: After the 2009 2011 economic crisis in the U. S. , economic conditions and the purchasing power of middle and upper class have started to increase again. People are spending money and the luxury market is growing. This provides Audi an opportunity to increase market share in this geography. In China Audi is still the official choice of government. All autos of China government are Audi especially A6 and A4 models. Audi remains strong in the European markets. Customers in luxury segment are searching for new and innovative, stylish and different looking cars. BMW and Mercedes don`t change the style of their cars just make little stylish changes. Audi can take advantage of this by making more evolutionary changes with the new outlook of A6 and future models. Technology changes in cars are updated rapidly and Audi is one of the leader brands in technology. Wheels, diesel options, clean technology, usage of different materials except steel, acceleration, control panels and inside design of cars are having more quality day by day. Audi should continue to innovate and be the leader in new car technology. Customer Analysis: Overall Audi appeals to an affluent car buyer at all demographics based on the model. Current and potential customers of A6 are M35-54 who have income over $150,000 and also women who can influence the buying process. Younger people and women tend to choose models such as Audi TT, A3 or A4. Internal Factors: The Audi advertising is very creative plus they have an excellent service quality after the sales. The missing point for the company is the budget difference on promotion when compared to BMW, the biggest target rival of Audi now. Another missing part is the website of Audi USA. The information, options and design are not as strong as its rival`s websites. For example, Audi doesn`t have membership option. On the other hand BMW created this option for the potential users of future and now. Audi needs more involvement from fans not only on their web site but also their social media platforms such as Facebook and YouTube. Audi’s â€Å"Urban Future Initiative† and â€Å"Award† outlines the vision for 2030’s world, technology and car. With this initiative Audi really positions itself as the leader in the next generation auto space. Vide can be watched at: audi-urban-future-initiative. com/index. php/en/component/artikel/category/konzept and more information can be found at audi-urban-future-initiative. com/index. php/en. [pic] 3. SWOT ANALYSIS Weaknesses Strengths: Strength: Although Audi does have strong competitors in the luxury auto space, they have high brand recognition in the U. S. People perceive Audi as an innovative and high-tech company which is a very strong strength against competition. Strength: Audi automobiles are extremely strong from a design and technology standpoint. The cars are tested in various conditions and environments, and provide luxury and a great driving fun to users. Audi A6 has still big dimensions for midsize. 194 inches long auto is an inch longer than 5 series and 2 inch longer than Mercedes E-Class which is a strong advantage. The extensive use of aluminum has helped to reduce the weight of the car. Now A6 is lighter than 5 series (3,836 pounds, versus 3,880 pounds) and only small difference left with Strength: One of Audi’s strengths is the top quality. Quality as has been documented time and time again by surveys, competitions and analyses. Quality starts with the selection of materials, surfaces and continues with the technology that Audi brings to the table. Strength: Pricing is one of the biggest strengths for Audi. Even though there is a small increase in A6`price in 2012, it will still be cheaper than competitors. Strength: Audi has eye-catchy and creative advertising executions. Audi’s advertising helped Audi to increase market share in the U. S. the last 5 years. Weakness: Audi is leader in China and Europe but 3rd in U. S. There is a big market share difference with BMW and Mercedes. Opportunities Threats: Threat: Audi faces intense competition in the luxury automotive sector. BMW and Mercedes still have very strong brand recognition for customers in the United States, especially for wealthy customers. These two brand names are enough to buy the product for a lot of people. Threat: The observable increase of Mercedes in China, where the Audi is leader, is threating Audi`s market share. While Audi is trying to expand its share in U. S, leadership position in Asia must go on. Opportunity: Luxury market share and investment has started to increase again after the crisis in the United States. Increase in luxury product consumption will give Audi an opportunity to increase market share in the U. S. Opportunity: People are becoming more and more sensitive to environment and green technology. The clean diesel technology of Audi`s models will bring advantage to company in the future. There is a big opportunity for Audi to bring forward the clean and environment friendly technology. Opportunity: From a social media standpoint, none of the competitors are active enough and providing the users to contribute. Audi has an opportunity here to leverage the power of Audi enthusiastic fans to have a strong voice and opinion in the social media space. 4. MARKETING OBJECTIVES o Drive awareness and create impact of Audi A6 launch in the US market in late 2012 o Increase market share by 2% in the US market for Audi A6 5. STRATEGY I. Target Audience Primary target audience for the Audi A6 is males 35-54 with a household income over $150,000. Secondary target audience is women who are also the key influencer in the purchase process of the A6. Based on MRI and Nielsen syndicated research, primary target audience media consumption is analyzed across interest areas, relevant programming and internet media usage. (Detailed charts are provided in the appendix) Affluent M35-54 audience watches TV, uses the Internet and Mobile, iPad and Xbox platforms. M35-54 is less likely to read a newspaper, magazine or listen to radio. Based on syndicated research, media budget allocation is determined with an emphasis on TV as well as emerging media. II. Product [pic][pic] Overall design of Audi A6 is evolutionary. From a design standpoint, the edges have been softened a bit which gives the car a clear, sharp and futuristic look and feel. It is designed to provide a great and luxurious driving experience for city and highway driving. The interior is designed to provide luxury and comfort to the A6 driver. (Source: Edmunds inside Line by Ed Hellwig, Editor, Published Aug 26, 2010) 2012 Audi A6 will consist of a conventional steel chassis that uses numerous aluminum parts to keep the overall weight down. The standard suspension will use traditional steel coil springs, while an optional air suspension will also be available. Audis Drive Select system will also be part of the offerings, so even if you dont opt for the air suspension youll still be able to adjust the steering, throttle and damper settings. (Source: Edmunds inside Line by Ed Hellwig, Editor, Published Aug 26, 2010) Auto Express has gotten their hands on the all-new 2012 Audi A6 and put it up against the BMW 5-series and Mercedes-Benz E-class in this test Auto Express compares the Audi A6 2. 0 TDI to the BMW 520d and Mercedes-Benz E220 CDI. Auto Express concludes that while the BMW 520d is still the best option for driving enthusiasts, its the Audi A6 2. TDI that provides the best overall combination of highway and city driving, fuel efficiency, luxury and performance. The Mercedes-Benz E220 provides a solid option but it cant match the driving dynamics of the BMW or the style and interior luxury of the Audi. (Source: Auto Express News, autospies. com/news/AutoExpress-Showdown-2012-Audi-A6-Defeats-BMW-5-series-and-Mercedes-Benz-E-class-6359 8/) [pic] III. Price: The current Audi A6 is priced between $45,000 to $60,000 based on the accessories and interior selection. 2012 A6 will be priced just a little higher starting at $47,500 to $62,500. There will be buy and lease options at all dealers. There will be a special discount for current BMW and Mercedes owners like 1%-2% to convert them to the new Audi A6. IV. Place/Distribution: Audi A6 will be sold through all Audi dealerships across United States. Test drive opportunities will be available by appointment and walk in. The marketing strategy only focuses on the Audi A6 launch in the United States. V. Advertising/Promotional Strategy: a. Creative Strategy: Audi A6 creative strategy will align with the Audi tagline â€Å"Truth in Engineering† and demonstrate the technology, inspiring design, luxury and pleasure of driving an A6. The creative will help to generate â€Å"Audi Envy† amongst the target audience. TV commercials (15, 30 and 60 seconds), Out of Home (Outdoor) placements, community web site, banners, and online video, mobile and iPad applications/placements will be created as a part of the creative strategy. $2 million budget is allocated to do all production expenses. b. Media Strategy: Pre-launch Strategy: Create buzz around the product with minimal media investment by using the power of social media. Pre-launch media strategy will focus on maximizing user generated content by enabling user generated content. 5 carefully chosen Audi fans (auto and social media enthusiastic drivers) within A6’s target audience will be given the new A6 six months before the product launch. These twenty five drivers will be asked to drive around US, record and post videos on an A6 community page. Drivers will talk about A6 features, technology and why they love their A6. User generated content will als o be heavily used in social media through Audi’s Facebook page and YouTube. Launch Strategy: High impact media plan will surround the target audience on multimedia channels. These channels will be TV, Outdoor and Internet. Relevant and high-profile TV shows, web sites and key out of home placements will be used. Two key product placements, Bourne Legacy and James Bond 23 will generate buzz among the target audience in 2012. Sports content (NFL, Golf, and Tennis) will also be targeted to reach extra customers. c. Geographic Allocation: A national media strategy will primarily be utilized at 80% of budget allocation with 20% focus in richest US cities including New York, Los Angles, Chicago, Philadelphia, Dallas, San Francisco, Atlanta, Boston, Washington DC, Houston, Phoenix and Detroit. . Advertising Budget: $22,000,000 (Production: $2,000,000; Media: $20,000,000) Budget allocation is showed below: [pic] e. Media Weight: The new A6 is expected to come out in late 2012. The promotional activity will start in Q1 2012 with a pre-launch campaign and the majority of the media budget will be invested in Q3 and Q4 2012. The media weight is described below: Q1/Q2 2012: Pre-launch media promotion; Spend Alloca tion: 15% Q3 2012: Launch; Spend Allocation: 55% Q4 2012: Maintenance; Spend Allocation: 30% f. Media Channel Selection: Based on primary and secondary target audience media consumption, here are the selected media channels: Pre-Launch: 1. Social Media: User Generated Content, Facebook, You Tube, Twitter 2. Search: Google, Bing, Yahoo! 3. Online Media: Websites about Auto Launch: 1. Product Placement: A6 product placement will appear in two action movies in 2012. Audi will also sponsor these movies to complete the product placements. Bourne Legacy, August 2012 James Bond 23, November 2012 2. Social Media: Facebook, YouTube, Twitter . Online Media: Auto, Sports, Luxury, Business and Life Style web sites. Minimum lifestyle inventory against the secondary target audience (women, influencers) will be utilized. 4. Search: Google, Bing, Yahoo! 5. Television: Relevant and high reach TV Shows and Sports Programming (NFL, Golf, Tennis, and Car Racing) as outlined in the MRI research pulls. Minimum lifestyle TV inventory for the secondary target audience (women influencers) will be u tilized. 6. Emerging Media: iPhone and iPad applications will be created to demonstrate the modern technology of A6. Mobile media will be used to drive users to the iPhone and iPad applications. In addition, a small part of the media budget will be allocated to Xbox Live to appeal to the M34-45 group who is active on this platform. 7. Outdoor: Selected out of home placements will be used in important cities including New York, Los Angles and Chicago. In flight business class commercials will help to target business executives. 8. Events: Special parties will be held at 2012 Detroit and New York auto shows. 9. Public Relations: PR will be positioned to drive buzz and excitement around the product launch. Print (magazines/newspapers) and direct mail channels are not recommended based on target audience’s reduced consumption habits. g. Sales Strategy: Audi sales teams around the United States will receive hard training about A6 features and technology also will be trained against key competitive products including BMW and Mercedes. During the test drive, sales representatives will communicate t he luxury, prestige and comfort that the new A6 will bring into the potential buyer’s life. 6. ACTION PROGRAM Following activities will be schedule to execute the pre-launch and launch campaigns: Activity 1: Create a community/web site for Audi A6 and refresh content through 2012. Manage the user generated content coming in to the community site Person Responsible: Marketing/IT Departments Budget: $60,000 Completion Date: January 2012 Activity 2: Maintain an ongoing social activation around the new A6 before and after launch. (Facebook, YouTube and Twitter) Person Responsible: Marketing/PR Departments Budget: $250,000 Completion Date: February 2012 Activity 3: Create mobile/iPhone and iPad applications for Audi A6. Person Responsible: Budget: $90,000 Completion Date: April 2012 Activity 4: Develop creative for the 2012 A6 campaign (TV commercials, Outdoor, banners, mobile banners, etc. ) Person Responsible: Marketing Department, Creative Agency Budget: $1,850,000 Completion Date: May 2012 Activity 5: Develop and execute a media plan for the 2012 A6 ad campaign Person Responsible: Marketing Department, Media Agency Budget: $13,750,000 Completion Date: April 2012 Activity 5: Give training all sales representatives about A6 features and differentiators Person Responsible: Sales/HR Departments Budget: $200,000 Completion Date: Activity 6: Work with the movie production companies for product placements in the selected movies Person Responsible: Marketing Department Budget: $4,000,000 Completion Date: November 2011 7. FINANCIAL FORECAST In 2010 financial year 1,092,411 Audi cars have been sold; the mark income has been at 35. 4 billion Euros, with an operational profit of 3. 34 billion euro and profitability of sales at 9. 4%. The cash flow from primary activity has considerably exceeded previous year indicators in 4. 9 million Euros and has made 5. 797 million Euros. The forecast for 2011 is delivery over 1. 2 million cars in general. At the end of the A6 promotion, the market share in the U. S will grow 2% in U. S and 4% in the whole world. The old model of Audi A6 sold 10,016 in 2010 in the United States. With the growth of sales and market share, I predict that the new evolutionary A6 will sell 11,272 units/cars in U. S. The profit will increase from 72 million dollars to 81 million dollars after the successful marketing plan for Audi A6 in the U. S. The income also will develop from 700 million dollars to 826 million dollars. 8. SUMMARY The new Audi A6 design is evolutionary and provides e a great and luxurious driving experience for city and highway driving. The marketing plan around the new A6 is designed to activate social media and generate buzz around the product. Innovative creative strategy and focus in emerging media will position the new A6 as the most modern and luxury car of the year. High impact product launch will dominate television and internet in relevant placements and programming, As a result, increase in A6 awareness and 2% market share in the United States is targeted in 2012.

How an Executive Coach Can Help Boost Your Career

How an Executive Coach Can Help Boost Your Career Eden Abrahams has a life so fascinating, we almost wanted to interview her on that alone. She’s worked internationally as a strategist and corporate communications expert, and moved on from there to become a respected executive coach and the head of Clear Path Executive Coaching. She took some time out of her busy day to speak with us about the challenges a modern executive faces.Why would an executive need coaching?To borrow an acronym used by the U.S. military, we are living in a VUCA (volatile, uncertain, complex and ambiguous) world, which demands a different kind of leader than the old command-and-control model that worked when companies were hierarchical and the operating environment wasn’t in a continuous state of flux. Executives today in just about every sector are grappling with increasingly complex challenges that demand new ways of thinking, problem solving, decision making and relating to others. High-performing leaders aren’t born with these skills. They develop them by cultivating self-awareness; a flexible, adaptive mindset; and a commitment to continued learning and experimentation.Executive coaches can play a valuable role in helping leaders and managers clarify their goals at critical junctures in their career and acquire the right tools and perspective to evolve, advance, and thrive. Partnering with a coach can help executives improve their emotional intelligence capabilities, learn from past mistakes, strengthen their reflective and strategic thinking capabilities, and create time for meaningful non-work pursuits that provide balance and perspective. In many cases, executive coaching engagements also focus on building or improving skills related to effective communicating, executive presence, and time management.What unique challenges do executives face in their careers?Executives face many external challenges as they navigate their careers. Flatter, leaner organizations mean there are fewer opportunities for linear adv ancement, and even relatively senior managers need to be skilled at the art of influencing without authority to operate successfully in these environments. Trends like globalization, rapid technological innovation, and demographic shifts have dramatically altered the employment landscape, resulting in a â€Å"new normal† characterized by job insecurity, a more opportunistic and less loyal workforce, and greater pressure on executives to deliver results in a shorter time frame.Concurrently, the search for meaning at work is a powerful internal driver that is redefining – for many of us, at all stages of our careers – what a fulfilling career looks like. Particularly in wealthy, developed economies, the belief that we should find purpose and self-actualization at work – and not just in our extracurricular activities and relationships – is much more prevalent than it was even a generation ago. Executives who work in organizations that don’t off er significant opportunities for professional development, personal growth or community service should be thinking proactively about how to address that deficit, both for their own benefit and to promote greater employee engagement.On a practical level, the takeaway is that all of us, executives included, would do well to adapt an entrepreneurial mindset when it comes to managing our careers. Because in a VUCA world, thinking of yourself as â€Å"labor for hire† is a far riskier strategy than remaining nimble, dynamic and in perpetual upgrade mode – just like any good start-up does.When transitioning to a new career, what should an executive be aware of?Whether you’re looking to change jobs, employers or careers, making the transition successfully requires having 1) a good understanding of your value proposition, including your transferable skills, 2) a compelling story that highlights your professional journey, noteworthy accomplishments, interesting experience s and personal interests, and 3) a robust, diversified network that will help you learn about interesting opportunities, make serendipitous connections and explore new directions and possibilities that may not yet be on your radar screen. Finally, before you accept an offer, make sure you’ve done adequate due diligence on the company culture and have a clear understanding of your role, your mandate and how your performance will be evaluated.Is it really â€Å"lonely at the top†? What should executives do when they feel overwhelmed?In a 2013 poll conducted by Stanford University, nearly two thirds of the CEOs surveyed said they lacked outside leadership advice – but nearly 100% of them said they wanted it. So yes, it can definitely feel lonely at the top, but it doesn’t have to. When you’re taking risks with limited visibility, making decisions that have enterprise-wide impact and communicating a vision to inspire and motivate your team, it’s critical to have a robust support network. Many senior executives, including CEOs, find value in joining small, facilitated peer discussion groups where they can confidentially talk through critical issues with others who’ve grappled with similar challenges. Having an objective, outside collaborator to serve as a sounding board and confidante – someone who’s invested in your success and isn’t afraid to ask tough questions or offer an alternative perspective – can also be quite helpful. An executive coach can play that role, as can a trusted mentor or advisor.What trends in executive hiring should we be keeping an eye on?Here are two that I find particularly interesting:1. According to a recent survey conducted by HBS professor Boris Groysberg, along with the executive skills that are considered most desirable by companies today – leadership, strategic thinking and execution, technical and technology skills, team- and relationship-building, communication and presentation, change management and integrity – having a â€Å"global outlook† and â€Å"meaningful international experience† are becoming increasingly sought-after attributes for C-suite hires. Another evolving trend is the preference for team-player leaders vs. bossy stars.2. One of the key findings that emerged from a â€Å"source of hire† survey conducted last year by performance-based hiring expert Lou Adler is that interpersonal loyalty is an increasingly important factor in securing a new job. In a recent LinkedIn post, he wrote that â€Å"being referred by someone you know – whether the person contacted you or you contacted them – seems to be becoming the new default for getting another job. While company loyalty might be on the decline, it appears interpersonal loyalty is on the rise.† According to Adler, over half (56%) of all jobs are either filled by internal candidates or by people the hiring manager kno ws personally or has sourced via trusted peers and colleagues. So, more than ever, it pays to keep your contacts current, and close.

A sustainable nightclub in London Essay Example | Topics and Well Written Essays - 7000 words

A sustainable nightclub in London - Essay Example These words represent the essence of the challenge of sustainability, which nowadays is one of the major themes in scientific discussions and political debates. The term â€Å"sustainability† was initially coined by agricultural and ecological scientists, they understood it as the â€Å"sustainability of natural ecosystems† and defined as â€Å"the dynamic equilibrium between natural inputs and outputs, modified by external events such as climatic change and natural disasters†. Today the sustainability is understood more broadly; it is generally applied to various socio-economical systems and includes â€Å"the capacity of a system to maintain output at a level approximately equal to or greater than its historical average, with the approximation determined by the historical level of variability†. As one can see from the Meadow’s formulation, the sustainability’s challenge is closely related to the sustainable development, which in its turn is understood as a â€Å"development that meets the needs of current generations without compromising the ability of future generations to meet their needs and aspirations†. Dominski et al suggest one more important meaning of the sustainability as a â€Å"dynamic balance among three mutually interdependent elements: protection and enhancement of natural ecosystems and resources; economic productivity; and provision of social infrastructures such as jobs, housing, education, medical care and cultural opportunities†.

The reorganization of Starbucks Research Paper Example | Topics and Well Written Essays - 750 words

The reorganization of Starbucks - Research Paper Example From this research it is clear that Howard recruitment was informed by the need to reverse the trend where almost all the company figures were declining at an extremely fast rate. According to Howard, the root cause of the problem was the fact that Starbuck had lost its luxurious nature thereby losing the sense of uniqueness and high-end characteristics, and therefore became like any other commodity which could now be challenged by coffee outlets such as McDonald and even Dunkin Donut. According to Howard, this Starbucks experience could only be redeemed by refocusing not just on the customer experience but also rebuilding its heritage of innovation. It was his strong believe that Starbucks performance could only be reclaimed by getting back to what drove its past success, which no doubt was its relationship and focus on customers. That being the case, Howard, assumed office with a clear mind on what was expected of him. First, having being there not just in Starbucks’ good da ys but also in its most turbulent days preceding his recruitment, there was no doubt that he was the best placed person to turn it around. Noteworthy was also the fact that he was the builder of Starbucks brand and therefore best positioned to take Starbucks back to the path of innovation, while executing a radical organization-wide restructuring process. Re-igniting the emotional attachment that Starbucks enjoyed with its customers was arguably the greatest feat that Howard achieved in his turnaround effort of this entity. (Rushe, 2006). This is because this is all what was needed if Starbucks was to reclaim the uniqueness of its coffee and hence its brands image, which to Howard was the magic bullet for its financial woes. Howard also reasoned that the mushrooming of Starbucks stores literary in every nook and cranny was also to blame for the financial difficulties that the company was experiencing. It was in this regard that he initiated a program that saw a number of underperfor ming stores closed while others replaced with new ones in strategic locations where they could perform profitably, a process that enabled Starbucks to renew focus on what it referred to as store-level unit economics (Howard, & Gordon, 2011). Howard also believed that the company’s huge investment in socially responsible activities was not contributing to its revenue as would be expected. It is for this reason that he significantly cut the social responsible budget which in his opinion was not commensurate to the revenue it was generating while shifting those funds to other profitable ventures. Howard also restored a number of store design elements that had been lost along the way and which he believed were a major component of the Starbucks’ experience which he was keen to reclaim. Another benefit that his efforts in this regard bore was the accelerated expansion in the international front. This expansion saw the capital resource that was earmarked for Starbucks expans ion locally directed to store growth outside US, a move that improved Starbucks consolidated profitability immensely. Howard was also able to re-align its organization while streamlining its management in a way that better supported customer-focused programs. Lastly, Howard, radically changed the leadership organization of Starbucks, something that experts saw as highly risky especially bearing in mind the size of the company at the time and its stage in development. It is not in doubt

What Does the Fence Represent in Frences Essay Example for Free

What Does the Fence Represent in Frences Essay In reality, people have certain things that they carry around or have in their homes that will give them what they need to be in a comforting state of mind. In the play Fences by August Wilson, this item happens to literally be a partially built fence around a dirt yard with a raggedy looking house in the center of it. Each family member sees the fence a little differently and provides a certain symbolic perspective on what it has to do with their family. Cory, who is Troy and Rose’s son, sees this fence as just another chore that his mom and dad are constantly making him go out of his way to help build and complete this fence. He doesn’t necessarily have much meaning behind how he sees it, but just gets annoyed when his parents ask him to help build it. In connection to this, Troy states to Cory, â€Å"Your first chore is to help me with this fence on Saturday. Everything else comes after that† (Wilson 31). Instead of going to football practice, Troy is making Cory help him build this fence. Troy wants Cory to work hard and have a good future, and by not letting him play football, he’ll have a better sense on knowledge in the real world. On the other hand, Cory’s mom Rose has a different perspective on it. She states, â€Å"Jesus, be a fence around me every day. Jesus, I want you to protect me as I travel on my way† (Wilson 21). Rose sees the fence as a holy protective shield amongst herself, her house, and her family. She will feel safe when she sees the fence being built and protecting her from this. Finally, Troy takes much pride in this fence, which is why he always is working on it or having Cory help him with it. Since the fence takes ultimately ten years to finally be completed, it symbolizes the partially built factor. The fence represents a wall that hold it’s the family and keeps unwanted things out. However since it is only partially built, problems are still probable to come in and invade their family.

The History of the Flu Essay -- Influenza

The History of the Flu This research paper covers the basic history of influenza. It begins with its early history and the reasons for why influenza was never feared. It also covers three influenza pandemics: the Spanish flu of 1918, the Asian flu, the Hong Kong flu and the terror and heartbreak left behind in their wakes. In addition, the paper discusses avian influenza and addresses the current threat of a bird flu pandemic. Influenza, an innocent little virus that annually comes and goes, has always been a part of people’s lives. Knowing this, one would not believe that it has caused not one, not two, but three pandemics and is on its way to causing a fourth! The Spanish flu of 1918, the Asian flu of 1957, and the Hong Kong flu of 1968 each killed millions of people worldwide, causing mass terror. People were mad with fear, and for good reason, as friends, family, neighbors dropped dead like flies. And yet, as soon as the deaths ceased, the forgetfulness set in†¦ until very few know about these pandemics. These pieces of history may have faded from memory, but with the upcoming threat of an avian flu which can jump from human to human, people must learn from the past to combat the future. From the time of its first recorded incident in 412 BC (Adams 1) to 1918, influenza was never taken seriously. With symptoms similar to the common cold, most people disregarded influenza as a minor illness, nothing more. As Lynette Iezzoni quoted in her book, Influenza 1918, influenza was thought to be â€Å"quite a Godsend! Everybody ill, nobody dying† besides the very old and feeble (16). However, the influenza virus was out to prove them wrong in the influenza pandemic of 1918. The first influenza pandemic hit in 1918 at the end ... ....com/spanish_flu.htm> Iezzoni, Lynette. Influenza 1918. New York: TV Books, L.L.C., 1999. Kimball, Dr. John. â€Å"Influenza.† 8 Feb. 2007. Kimball’s Biology Pages. 23 July 2007 Magee, Mike. â€Å"The Threat of Bird Flu.† Health Politics. 25 July 2007 MayoClinic.com. â€Å"Bird Flu.† 27 Oct. 2005. CNN.com. 27 July 2007 â€Å"National Vaccine Program Office (NVPO): Pandemics and Pandemic Scares of the 20th Century.† 12 Feb. 2004. United States Department of Health and Human Services. 25 July 2007 Villa, Luningning. â€Å"Frequently Asked Questions about Bird Flu.† Department of Health, Manila. 24 July 2007 The History of the Flu Essay -- Influenza The History of the Flu This research paper covers the basic history of influenza. It begins with its early history and the reasons for why influenza was never feared. It also covers three influenza pandemics: the Spanish flu of 1918, the Asian flu, the Hong Kong flu and the terror and heartbreak left behind in their wakes. In addition, the paper discusses avian influenza and addresses the current threat of a bird flu pandemic. Influenza, an innocent little virus that annually comes and goes, has always been a part of people’s lives. Knowing this, one would not believe that it has caused not one, not two, but three pandemics and is on its way to causing a fourth! The Spanish flu of 1918, the Asian flu of 1957, and the Hong Kong flu of 1968 each killed millions of people worldwide, causing mass terror. People were mad with fear, and for good reason, as friends, family, neighbors dropped dead like flies. And yet, as soon as the deaths ceased, the forgetfulness set in†¦ until very few know about these pandemics. These pieces of history may have faded from memory, but with the upcoming threat of an avian flu which can jump from human to human, people must learn from the past to combat the future. From the time of its first recorded incident in 412 BC (Adams 1) to 1918, influenza was never taken seriously. With symptoms similar to the common cold, most people disregarded influenza as a minor illness, nothing more. As Lynette Iezzoni quoted in her book, Influenza 1918, influenza was thought to be â€Å"quite a Godsend! Everybody ill, nobody dying† besides the very old and feeble (16). However, the influenza virus was out to prove them wrong in the influenza pandemic of 1918. The first influenza pandemic hit in 1918 at the end ... ....com/spanish_flu.htm> Iezzoni, Lynette. Influenza 1918. New York: TV Books, L.L.C., 1999. Kimball, Dr. John. â€Å"Influenza.† 8 Feb. 2007. Kimball’s Biology Pages. 23 July 2007 Magee, Mike. â€Å"The Threat of Bird Flu.† Health Politics. 25 July 2007 MayoClinic.com. â€Å"Bird Flu.† 27 Oct. 2005. CNN.com. 27 July 2007 â€Å"National Vaccine Program Office (NVPO): Pandemics and Pandemic Scares of the 20th Century.† 12 Feb. 2004. United States Department of Health and Human Services. 25 July 2007 Villa, Luningning. â€Å"Frequently Asked Questions about Bird Flu.† Department of Health, Manila. 24 July 2007

Filipinos as Consumers Essay

Philippines is considered as one of the countries with the lowest economic status, thus most Filipinos earned low or insufficient income to sustain their needs or wants. The insufficiency of their income made them to become wiser when purchasing the products. Some preferred to choose products with affordable prices while others stick to their loyalty to a specific brand. Practically, the Filipinos also prioritize their basic necessities than purchasing other unimportant products and they also look for more affordable alternatives. For example, if the price of rice increased and a certain Filipino citizen cannot afford to purchase it, he will switch to the best alternative which was corn. Sales and discounts have huge roles on how the Filipino consumers purchase. Based on my observations, Filipinos were attracted to â€Å"big discounts and sales† because they believe that they could spend less. There are some that they marked the date of their most awaited sale of their favourite products on malls or stores. Some grabbed the opportunity to purchase the products in their lowest prices though they do not badly need the said products. In my personal experience, I am easily attracted to the products with yellow price tag which signifies discounted prices. But I realized that during regular days, the price were the same on the yellow price tags. This simply shows how influential yellow price tags are and how Filipinos were attracted to discounts and sales. Brand names were one of the concerns also of the Filipinos. Though the prices increase on the products of a specific brand, loyal customers will prefer to purchase it. They were not only purchasing the product alone but also their experience from that product or brand. Nowadays, many stores in our country offer and sell products that were imitated from the original brands. These imitations were very affordable but their durability were not trustworthy. The product might be easily broken and the money that you have spent will be wasted. When a consumer bought a fake Nokia cellular phone, a tendency that it will not function very well and it might contain hazardous parts. I prefer to purchase products from a well-known and trusted store because of the assured durability of the product and they offer customer service. Products with good and large packaging invite more consumers to purchase. As a consumer, good packaging has a great impact on me because those products will be noticed easily. Large packaging may give a thought to the consumers that it has greater amount and lesser in price compared to the other products. Smaller packaged products and sachets were patronized also by the Filipinos. To most Filipinos, the small amount of money they spent on shopping, the better. I can relate this situation on my personal experience. My mother always buys shamp oos in sachet because according to her that it would be more practical to buy in sachets. Instead of buying a shampoo in a 90 mL container, the price was lesser and it has wide availability on sari-sari stores. Amount of money was an important factor when the Filipinos shop. It was very common to the Filipinos that we plan ahead or make a list of the possible items to be purchased. They also made some estimation of the possible prices of the listed items. This was one of the ways on how the Filipinos budget their own money. Nowadays, most consumers preferred the local brands because of its cheaper prices. Such as Happee toothpaste, C2 tea, Human Nature products, Champion Laundry detergent, MyPhone cellular phone and many more. According to current reports from ACNielson, the number one concern of the Filipino consumers was for â€Å"health, wellness, and youthfulness†. Filipinos are worried to acquire diseases because of the expensive medicines or treatments that they would spend. Filipinos cared on how they appear physically and give importance on time, the reason for the increase on the consumption of cosmetics, health and convenience products. When it comes to food products, some Filipino consumers checked the â€Å"nutrition facts† that were placed at the packaging of a certain product. Those Filipino consumers were usually the mothers who were very much concern and secure the health of its own family. When it comes to junk foods, I chose the chips with the â€Å"Sangkap Pinoy Seal† because of the assurance that it contains vitamins and nutrients. Children usually hate the â€Å"healthy foods† and would like to eat more sweets and chips. Their mothers were having a hard time on how to feed healthy and nutritious food to them. But the markets today offered products that the children will surely like its tastes and at the sam e time gives them the right nutrition. Advertisements were very influential to the Filipino consumers. Televisions, mobile phones, newspapers, and radios were the mediums used for advertisements. I have noticed in some advertisements that they used one of the powerful or effective people in the country to attract more consumers. Famous actors and actresses, successful people and politicians were usually the common endorsers of their products. With the help of the product endorsers, a great possibility that the sales of the product will increase and will be well-known in the industry. Consumers from different regions may vary because of the influence of their culture and tradition. There are some that prefer to spend less and save more. Others were known to be â€Å"great spender† because their region was composed of wealthy people. Poor Filipinos prefer to stick on whatever available food or thing that they can afford with their small amount of money. Though majority of the status of the Filipinos have not improved, but recent studies showed that Filipino consumers exhibit wiser purchasing habits. This simply implies that most Filipinos today are becoming wiser consumers.

Factors and Motivations That Influence Biological Warfare

Many troops during the years of World War I met their demise in what is arguable the most terrifying and inhumane of all military tactics – biological warfare. Soldiers inhaled a deadly acidic gas that burned them from the inside out, suffocating them in an excruciating and unimaginable pain. Kurth Audrey, a professor of strategy at the U. S. National War College in Washington, stated: â€Å"Science is as neutral as a knife; it may maybe a blessing or a curse depending on the heart and the mind of the man who holds it. †[1] Terrorists organizations are motivated by many factors to use biological warfare. If a terrorist organization has the concepts of science down, as a neutral knife, then they can produce weapons that can fulfill their agenda, whether it is something that has to do with reputation, politics, or religion. Many factors contribute to terrorists using this type of warfare, which stimulates the motivations of terrorist organizations. These factors range from; access to information, cost, ease of dissemination, availability, access to technology, and difficulty of detection. Biological warfare is a dangerous type of warfare, than can cause severe damage to a population of people, crops, or animals. It can also cause harm to the one that is dispersing the biological agent, which causes one to think, why would someone use this type of warfare? Biological agents are often simpler to attain and produce than chemical weapons that can cause mass destruction in a population. The material for biological agents can easily be grown or purchased. There are some agents, such as Anthrax or Brucellosis, which occur naturally in animals in certain parts of the world , and individuals can acquire these agents just by traveling the globe to where these agents grow. For an example, the Aum Shinrikyo cult was reported to have gone to Zaire, a place in Africa, to seek the strains of Ebola for its use in its bio-weapons program. [2] Until recently, anyone could order agents from supple houses around the world. In 1995, American Type Culture Collection (ATCC), a mail order company that provides biological products, shipped the bacteria, Anthrax, to Saddam Hussein's biological warfare program in Iraq. [3] Just like the increase of technology throughout the decades, there is also an increase of availability of information related to chemical and biological weapons. Information on how to create biological weapons can be taken from articles within scientific literature on a variety of topics, which only requires a trained scientist to understand. The Internet has created forums on which terrorists groups can reach out, recruit members, and spread messages. It also makes a large library of information available to just about anyone who is interested on the production of biological agents. One resource that is found online is, Bacteriological Warfare: A Major Threat to North America, which is written by Larry Wayne Harris of the Aryan Nation. 4] This manual describes the reproduction and growth of biological agents, and can be purchased for only $30. [5] Another resource available is called, Silent Death, which instructs the reader in ways to kill using chemical and biological poisons. According to the publisher of this book, it sells thousands of copies each year. [6] Bio-engineers are now armed with knowledge on how to cease biological agents, as well as the effects of the agents upon a population. According to Ken Alibek, who supervised the Soviet bio warfare program, â€Å"Although the mos-sophisticated and effected versions [of biological weapons]require considerable equipments and scientific expertise, primitive versions can be produced in a small area with minimal equipment by someone with limited training†¦ They would be relativity inexpensive and easy to produce. †[7] To produce bio-weapons, a terrorist organization must have access to a scientist with some graduate training in the fields of microbiology or genetic engineering. The political and economic situation in Russia created a supply of bio warfare scientists who were not being paid and were unable to provide for themselves or their families. Regardless of the political, moral and ethical standards of these scientists, it is reasonable to expect that many of those scientists are now working for terrorist organizations around the world. Iraq scientists discovered which strains to order by reviews in American scientific journals, which are located at American Type Culture Collection in Rockville, Maryland. For thirty-five dollars, they also picked up strains of tularemia and Venezuelan equine encephalitis once targeted for weaponization at Fort Detrick. [8] The knowledge that is learned, and the availability of the biological agents, caused the relative ease of production of the agents, storage they can be contained in, dissemination factors, increased safety for the troops handling the binary agents, and the less complicated processes of demilitarization. The cost of producing and deploying biological weapons is less expensive than chemical weapons; the materials, equipment, and production space are all so inexpensive, any terrorist organization can afford them. According to an Office of Technical Assessment (OTA) Report, the cheapest overt production of one nuclear bomb costs $200 million, with larger programs costing up to 50 times more. In contrast, a large arsenal costs less than $10 million dollars. 9] Kathleen Bailey, found through interviews with professors, students, and scientists, that all that was needed to create a biological weapons program capable of producing large amounts of agents, would be several biologists with $10,000 worth of equipment – all of which who could fit into the same room. [10] This then causes many terrorists organizations to actually be capable of producing a biological agent. Dissemination of biological agents can be simple and inexpensive. There are a variety of different ways they can be de livered. The simplest methods of dissemination are through the contamination of food products or water. This method only requires direct access to any food product or water- preferably during the purification stages of that food product or of that water. Biological agents can also be dispersed through the contamination of agriculture, indirect transmission through animals, and direct contact, such as the assassination of Georgi Markov in 1978 through a ricin- containing pallet that was shot into his thigh. Dissemination through aerosol or vapor into an enclosed area or the open air is more complex than just through food products or water. Biological agents released into the air, such as through the release of vapors from a crop duster, are subject to biological decay, physical decay, atmospheric thermal stability, wind speed, and dimension of the land surface. The dissemination of agents is more predictable in rural areas than urban regions. The agents must be able to withstand the stress of the dissemination, environmental factors, and physical obstructions. Researchers have found, however, that dissemination of agents at night or enclosed dark areas, such as subways or tunnels, can be particularly effective. [12] Biological agents can be extremely lethal, some biological agents create more deadly affects than others, such as Anthrax. According to the Department of Defense, ten kilograms of Anthrax can cause more damage than a ten kiloton nuclear weapon. [13] This form of warfare can lead a military down by 90% through the intentions of militarization, by giving the military that dispensed the biological agents a form of character. Since most individuals are not vaccinated for different types of diseases, such as smallpox, it can lead to millions of people dying. Small pox is an example of a bacteria that can cause up to 2 million people, if being exposed to a society, to die because of the complete absence of prevention and control measures since 1970, because people do not believe that this disease will emerge again. It has such a high mortality rate (one in three people die) and infectiousness (on average, one person will infect three additional people). Politics seams to be the cause of many disasters from the corrupt French government in 1740 which led to the brutal French Revolution, to the rebellions of Aum Shinrikyo, which formed their own structure based on the Japanese government. Aum Shinrikyo attracted followers that opposed the Japanese government, in the late 1980's and 1990's, which caused their group to become larger. Their goal was to pursue terrorist violence in competition with rival groups that Shoko Asahara, the leader of this violent group, feared would attract support away from Aum Shinrikyo. Their next goal was to take over the Japanese government. On March 1194, Aum Shinrikyo tried to assassinate the leader of a rival religious sect, the Soka Gakkai, but failed because the spraying system mounted on a van malfunction and contaminated its operators. However, the second attempt occurred in Mastumoto on June 27th, 1994, the members working with the biological agents of Aum Shinrikyo, improved the spraying system, which targeted three judges who were expected to rule against the sect in a land dispute. This later resulted in the injuries of 500, including the three political judges they were after. In September 1984, Rajneeshee religious cult the Dalles, Orgeon grew Salmonella typhimurium to manipulate the results of the November 1984 election. They planned to buss homeless people into their commune and register them as voters, and make the opposing voters sick and unable to vote. They then poisoned to county commissioners by using the method of dissemination of contaminating water with salmonella typhiurium, which caused both the commissioners to become sick. The cult then contaminated ten Dallas restaurants, which opened up 751 cases of salmonella. 16] The uses of these pathogens by both these two different groups, had the attentions of manipulating whatever they deemed was politically corrupted. Biological agents can be small and easy to transport. William Patrick, who left the US biological Weapons Development Program around 1969, regularly carries a vial containing a stimulant for anthrax, just to test whether or not it will be detected. In 1999, he brought the vial with him into a hearing of the House Permanent Select Committee on Intelligence without being detected and claimed to make the same move at the State Department, the Pentagon, and the CIA. 17] Many have traveled through airports, with high-tech security, around the world carrying equipment for deploying these biological agents through the air and never were stopped to explain the purpose for the equipment. The first signs of an attack may not even come until weeks after the agent has been deployed. Thus, by the time the authorities determine an attack has taken place, the perpetrators could be anywhere in the world, trying to escape what they have done. Biological attacks can be mistaken for naturally occurring disease outbreaks. Because of the difficulty in detecting a biological weapons attack, it is almost impossible to lay blame on a particular group or individual for the outbreak. As technology, and information on the biological fields of science increase, so do the potential threats of this type of warfare. It has been examined closely to how the factors help contribute to this type of warfare, as well as how motivation leads for this type of warfare to become some-what successful. The main major factor of groups to use this type of warfare would be religion. Religion plays a tremendous role in human misery, from wars, such as the crusades, to the use of biological weapons targeted at specific religious groups. When terrorism is involved in the name of religion, such as Al-Qaida, it is often motivated by violence that is regarded as â€Å"divine duty† which justifies bloodshed. One of the hallmarks of a religious terrorist is the unquestioned willingness to kill a large number of people without conscience behind their agendas. Since biological warfare is very effective in killing mass number of people, many religious extremist groups use this form of warfare to justify their actions, and views on religion. Terrorists groups have reputations that attract many people. Acquiring such massive biological weapons, or producing such complicated weapons, brings the terrorist group a high-rank reputation as well as to be seen as having no boundaries. It then makes it easier for the terrorist group to achieve their agendas. Aum Shinrikyo cult is an example that uses both of these motivations. Their attack in the subway system in 1995 not only caused the successful attack of fifty-five hundred people, according to their agenda, but had gotten people to realize their dangerous element; the involvement of highly intelligent and educated people, in which some are considered to be Japan's brightest scientists, computer technicians, and trained professionals. Even by the standards of cults, the Aum were a strange bunch. Among other things, members believed in the virtues of levitation and coffee enemas. They also wore elaborate radio sets on their heads so as to better hear the thoughts of their Leader. Despite their unusual ideas, the cult attracted a number of educated followers with scientific and technical abilities. It is a discouraging fact: religious cults may be strange and oblivious, but that doesn't prevent them from attracting capable intelligent followers – or to pursue their doomsday agendas. This type of warfare is an inhumane, dangerous type of warfare, that has killed dozens of people. If we actually take the factors into consideration, than we can lower the motivation and the prevent the further productions of these biological weapons. Bibliography http://www.bibliotecapleyades.net/sociopolitica/esp_sociopol_AUM01.htm

Us vs. Eu Monetary Policy Essay Example

Us vs. Eu Monetary Policy Essay Example Us vs. Eu Monetary Policy Essay Us vs. Eu Monetary Policy Essay Introduction Today I would like to briefly compare monetary policy in the euro area and in the US. Of course there are differences between the two areas, but there are also important similarities. This comparison can help us understand the reasons behind their differences and may provide some useful insights into the institutional implications for euro area monetary policy in the future. I will structure my remarks around three themes: the policy goals of the two monetary unions, their organization, and the monetary policy decision-making process in each system. Goals and philosophy Let’s begin by comparing the goals or mandates of the Eurosystem and the Federal Reserve System. In Europe the primary focus of monetary policy is to maintain price stability. In contrast, the Fed has multiple objectives for monetary policy. Their goals are to achieve maximum employment, stable prices and moderate long-term interest rates. An important explanation for their different mandates can be found by looking at their economic histories. In Europe, monetary union is the most recent step in an ongoing process of political and economic integration. The hyperinflation experienced in the first half of last century in some European countries, in particular in Germany, has played an important role in ensuring that European monetary policy is focussed on price stability. Their experiences in Europe contrasts with those in the US. A key US event that commentators frequently refer to is the Great Depression. Monetary policy is often blamed for adding to the severity of the Great Depression in the US. That is a reason why employment and interest rate objectives remain in the Fed’s mandate, and why policy makers there react so quickly to signs of slowing economic growth. Under normal circumstances, policy makers on both sides of the Atlantic are likely to take similar decisions. However, around the time that the economic cycle is changing and growth is slowing rapidly, you might see different decisions being taken in Frankfurt and in Washington. In addition to the influence of history, the Eurosystem’s mandate reflects academic insights from the last 20 years or so. This research tends to support the view that monetary policy should only focus on price stability. Other central banks around the world that have reviewed their mandates in recent years have tended to move towards having price stability as their sole objective. Similar proposals have also been made regarding the Fed. If the Fed’s mandate were to change in the future, it is expect it to also be in the direction of a more explicit focus on price stability. Organization of the two monetary unions A second area in which their different histories have played a role is in the way in which the Eurosystem and Fed are organized. While the Fed was created ‘from scratch’ by the Federal government for a single country, the Eurosystem was established when twelve sovereign states voluntarily gave up their monetary autonomy. This is reflected in the fact that the Eurosystem is some ways more decentralised than the Fed. Greater decentralisation is consistent with the EU-wide principle of subsidiarity, under which decisions are taken at the country or regional level where possible. This greater degree of decentralisation is apparent in areas such as monetary policy decision-making and operation, banking supervision and statistics. However, the Fed can also be considered decentralised in other areas. In fact, when you exclude staff working on tasks unrelated to the monetary union, both systems have roughly the same number of employees. Clearly, this does not tell us much about the potential for efficiency gains, except that it is around the same in both systems. The European monetary union is made up of sovereign countries. That means that it is not politically or publicly acceptable to carry out all central banking tasks at the ECB. Their preference for subsidiarity also implies that there are limits to potential efficiency gains within the system. The pace of further centralisation is linked to the speed of further political integration in Europe. As long as there is no federal European state, It is expected that providing an independent view on national and euro area economic developments, within the context of area wide monetary policy, will be a key task for the Dutch central bank. Tasks related to financial stability and banking supervision will also remain part of their core business. In order to carry out these tasks effectively, they have to remain closely connected to the formation of monetary policy. We also have an important role in explaining policy ecisions to their citizens. Given the language, cultural and historical differences between countries, we should not underestimate the importance or difficulty of this task and the role of national central banks in carrying it out. These factors help explain the inclusion of national central bank governors in the ECB Governing Council, which brings me to my third theme. Decision-making in the two monetary unions The final area of comparison between the Fed and the Eurosystem I want to make concerns the process of monetary policy decision making. Both areas include representation from regions as well as from the centre. But, it is clear that in this area the US also has a more centralised system than the euro area. Washington-based board members form a majority on the committee that makes US monetary policy decisions. In contrast, the ECB Executive Board members form a minority in the ECB Governing Council. In both monetary unions, all decision makers, whether regional or not, are expected to make their decisions on the basis of prospects for the whole monetary union. This area wide approach is strengthened in Europe by ensuring that Council members are prohibited from taking instructions in their decision making. At the same time, national or European bodies are not allowed to put pressure on Council members. These provisions reinforce the fact that we are in the ECB Council on a personal basis, and not to represent national or other interests. In a few years, the size of the euro area will probably increase significantly. As you will all be aware, European history also lies behind their desire for enlargement. Most accession countries have announced that they want to join the euro area shortly after entry into the EU. Whether they should join the euro area so quickly is a point we could debate another day. Regardless of their views on that issue, the fact remains that we have to be prepared for a substantial enlargement of the Eurosystem in the next five to ten years. Consistent with the provisions in the Nice Treaty, the ECB Council is preparing its proposals on changes to voting procedures to accommodate enlargement. The reason for considering a change is to guard against the perception that their decision making could become inefficient, and that it could potentially be dominated by governors from small countries. In making changes, we must find a solution that retains the supranational character of decision making and does not renationalise monetary policy. This implies that the governors of all the national central banks should continue to be treated equally. At the same time, the Council must represent the Eurosystem as a whole, and be seen to do so – implying that it must not become too centralised. A solution that meets these criteria could involve some form of rotating membership for the governors of the national central banks, so as to limit the number of voting governors. This could be a variation on the Fed system, albeit more decentralised. Concluding remarks Differences in mandates between the Fed and the Eurosystem are important in understanding their respective decisions, and this is often forgotten. In addition, comparing the two systems sheds some light on where each institution may head in the future. Regarding their mandates, it seems that any changes in this area are likely to be in the direction of the Fed moving closer to where we and other central banks are, rather than the reverse. For organisation and decision making, the future is more difficult to predict. Any changes here need to take account of the political realities of monetary union between sovereign countries. Euro area monetary policy is supranational, so decision making has to be based on the euro area as a whole, and not individual countries. At the same time, the euro area consists of independent countries. That implies that there is a limit to how far the Eurosystem can centralise in advance of any political union. This reality has to be clearly reflected in their decision-making body.