Kingfisher Plc Cultural Expansion into Russia Analysis Free Essays

Abstract: Since its inception in 1982 as a UK based conglomerate, Kingfisher Plc has transformed itself into the biggest multinational home-improvement products retailer in Europe and the third largest in the world. The company currently ranks on the 52nd position of the FTSE 100 index with market capitalization totaling ?7.23 billion (Stockopedia: Kingfisher Market Analysis 2012). We will write a custom essay sample on Kingfisher Plc Cultural Expansion into Russia Analysis or any similar topic only for you Order Now Even though the global economic collapse has affected every economic identity adversely, Kingfisher Plc has emerged from the crisis robustly which is clearly reflected through their ever improving financial and business performance (Digital Look: Kingfisher Company Research 2012). This paper will analyze the frameworks and strategies of Kingfisher Plc’s recent expansion into Russia in light of its previous expansions in Eastern Europe. Comprehensive analyses of the cultural differences that may hinder prospective growth will also be included in the paper. Kingfisher in Russia: With an FTSE market capitalization ranking of 95, owner of popular household brands such as Brico Depot, ScrewFix, Castorama , and BQ, and with a very well established domestic network in UK, Ireland France, Kingfisher Plc decided to expand its operations further into eastern Europe after Poland, i.e. Russia (KingfisherPlc: About Us n.d.). It aims to exploit the Russian market because of its excellent potential both in terms of profitability and growth. Russia’s 13 major cities are inhabited by more than 1 million inhabitants each, in addition to a high disposable income and low tax and utility charges. By 2009, the company had opened five stores in Russia and aims to open more stores in the future (Business Review: Key steps and aims. 2010). Tackling cultural differences to gain sustainable competitive advantage: Even though prospective returns from Russian market are quite lucrative it is not a piece of cake to establish the firm strong in the market. The market Kingfisher Plc is currently operating in is quite different than the British market due numerous cultural differences such as, workplace culture differences, communication bottlenecks, different expectations, etc. These differences may seem meagerly insignificant however inability to cope with them may result in reduced competitive advantage in the long run. The most appropriate model to date to study the cross cultural business expansion problem is the Hofstede’s model of cultural differences for international organizations. It analyzes a particular foreign market through five cultural magnitudes: u Power Distance; u Individualism; u Masculinity; u Uncertainty avoidance; u Long-term orientation. The first dimension, power distance relates to the extent of equality/inequality in a country or society. A country with more power distance has a more authoritarian culture, for example, it may follow a caste system. Whereas, countries with low power distance are more democratically cultured (Tavakoli, Keenan and Cranjak-Karanovic 2003). Russia has a relatively high power distance index, however the home market of Kingfisher Plc, United Kingdom has a low power distance culture. This can be a hurdle for Kingfisher Plc as in Russia people does not emphasize on status, power or wealth which makes them more inclined to purchase the products from local small businesses with little or no brand image. Whereas the success of Kingfisher retail in Britain was also due to the brand loyalty its products had created over the passage of time. Russia also has collectivist culture which shows that people associate themselves in long term groups, family ties are strong and collective responsibilities are promoted whereas culture in the UK tends to be more individualistic and consists of very less interpersonal relations and affiliations (Yates 2005). Russia has a more feminine culture with greater emphasis on relationships and bonding while UK has a more masculine culture with more emphasis of competition, wealth generation and capitalist ideas (Yates 2005). In the final dimensions of uncertainty avoidance and long term orientation, a high UAI score for Russia shows a high extent of uncertainty avoidance and its inclination towards long term goals. It also portrays quite low levels of tolerance for ambiguity. Stringent laws that discourage creativity, innovation and nonstandard ideas prevail in the society. This dimension may go in Kingfisher’s favor since the conglomerate specializes in producing standardized products, but only to some extent. (Maternovsky 2004). The dimension of uncertainty avoidance can create a significant impact on Kingfisher’s strategy as the target market is unwilling to adapt to new changes. Also, the Russian home market is dominated by small businesses that offer a tremendously varied product base but multinationals like Kingfisher has specialized in proving standardized designs just like its competitors such as IKEA (Osborne 2004). The final dimension of long term orientation also brings into light another major difference between the British and Russian cultures. Russians put more emphasis on future stability and whilst the British, contrastingly, value the past and present most (Yates 2005). This can create a considerable impact on the spending patterns of the target market. Kingfisher needs to be more vigilant and ingenious with marketing and promotions to persuade the Russian segments. Another important factor worth considering is the concept of psychic distance and the importance of it in a firm’s global expansion. This concept was bought into light by Jan Johansson and Fin Wiedersheim- Paul in their famous study of Uppsala Model of Internationalization (Jan and Jan-Erik 1977). The model explains how firms gradually expand in more indigenous and culturally diverse markets by first gaining experience from their domestic operations, then moving on to geographically close and culturally similar markets and gain further experience of operating other than home markets. Subsequently, the firm then further expands into more distant cultural markets by developing a learning chain based on the insights gained from previous expansions (Blomstermo and Deo 2003). Kingfisher Plc’s Russian expansion can be prospectively successful in light of the Uppsala Model of Internationalization as it has not only operated and learned from its strong British home market. But also it has also successfully operated in foreign culturally diverse markets such as Germany, France and Poland. And now it is time to apply the previous knowledge gained in order to devise new successful policies to apply in the booming Russian market (Rugman, Kudina and Yip 297-315). Conclusion Even though Kingfisher Plc has stood strong in the wake of financial crisis, has posed strong financial results and has been keen with international expansions, the Russian expansion needs to be tackled with gravity as the market is quite culturally diverse from the markets Kingfisher was formerly operating in. However, the firm has considerable experience of operating in diverse markets and hopefully will do well with the Russian segments too. The performance so far has been up to the mark, for example, Kingfisher hired Peter Partma as its Russia Country head due to his experience as retail director for IKEA (Osborne 2004). This enabled Kingfisher to reduce the psychic distance and the Russian head also introduced culturally adapted style of management in Kingfisher too. Bibliography Blomstermo, Anders, and Dharma Deo. Learning in the internationalisation process of firms. New York: Edward Elgar Publishing, 2003. â€Å"Business Review: Key steps and aims.† Kingfisher Annual Report and Accounts. 2010. http://www.kingfisher.com/files/reports/annual_report_2011/index.asp (accessed April 2012). Digital Look: Kingfisher Company Research. March 2012. http://www.digitallook.com/companyresearch/10053/Kingfisher/company_research.html (accessed April 2012). Jan, Johanson, and Vahlne Jan-Erik. â€Å"The Internationalization Process of the Firm-A Model of Knowledge Development and Increasing Foreign Market Commitments.† Journal of International Business Studies 8, no. 1 (1977): 23-32. KingfisherPlc: About Us. http://www.kingfisher.com/index.asp?pageid=2 (accessed April 2, 2012). Maternovsky, Denis. â€Å"Kingfisher to Enter Russian DIY Market.† Moscow Times. June 2004. http://www.themoscowtimes.com/business/article/kingfisher-to-enter-russian-diy-market/230369.html (accessed April 2012). Osborne, Alistair. â€Å"Kingfisher poaches Ikea man to knock Russia into shape.† The Telegraph. June 2004. http://www.telegraph.co.uk/finance/2887606/Kingfisher-poaches-Ikea-man-to-knock-Russia-into-shape.html (accessed April 2012). Rugman, Alan M., Alina Kudina, and George S. Yip. â€Å"The Regional Dimension of UK Multinationals.† Research in Global Strategic Management, 297-315: 2007. Stockopedia: Kingfisher Market Analysis. March 2012. http://www.stockopedia.co.uk/share-prices/kingfisher-LON:KGF/ (accessed April 2012). Tavakoli, A. A., John P. Keenan, and B. Cranjak-Karanovic. â€Å"Culture and Whistleblowing An Empirical Study of Croatian and United States Managers Utilizing Hofstede’s Cultural Dimensions.† JOURNAL OF BUSINESS ETHICS 43, no. 2 (2003): 49-64. Yates, Mick. â€Å"Cultural Differences: It’s More than Geography that Matters.† Growing Global. October 2005. http://www.growing-global.com/detail.asp?ID=23 (accessed April 1, 2012). How to cite Kingfisher Plc Cultural Expansion into Russia Analysis, Essay examples

The use of modalizers in a film review The Passio Essay Example For Students

The use of modalizers in a film review: The Passio Essay n of the ChristIntroductionThe purpose of this essay is to analyze a film review titled Good and Evillocked in Violent Showdown which was published by the New York Times on-line on February 25, 2004. This film review, whose author is A. O. Scottdeals with Mel Gibsons last movie: The Passion of the Christ. The analysiswill focus on the use of modalizers following some theoretical basisdeveloped by Geoff Thompson and Randolph Quirk. In the first section I willprovide the theoretical framework used for this analysis and the followingsection will be devoted to the discussion proper. Section 1: Theoretical BasisFor this analysis I propose Thompson and Quirks theoretical basis in thatthey give an adequate framework with which to focus on modalization. It ispossible to say that any text denotes an interaction between the writer andthe reader. For this interaction to lead to a successful reading of thetext, the writer must take into account the existence of a real reader,what Thompson calls the awareness of the audience (2001:1). When dealingwith theinterpersonalmetafunctionoflanguage,Thompson(2001:2)identifies two specific types of language resources: On the one hand, theinteractive devices help to guidethereaderthroughthetext;interactional resources, ontheotherhand,involvethereadercooperatively in the process of decoding and construction of the text. Thompson believes that the reader-in-the-text, i.e the inclusion in thetext of a voice that is intended to be attributed to the reader, is acentral form of interactional resources because the writer constructs areader-in-the text with sets of shared attitudes and knowledge so that itdoes not appear that the writer is presupposing ideas which might beunacceptable for the real reader. For the purpose of involving the readercolaboratively in the interpretation of the text, the writer needs to makeuse of modalizers so as to be cautious rather than categorical. Generallyabsolute assertions do not leave room for other possible points of view andcause the reader not to feel comfortable and willing to go on reading. Randolph Quirk (1985:218) makes a general but useful distinction ofmodalizers which he calls downtoners in that they have the function ofdiminishing the force of what is being said. According to Quirk, downtonerscan be divided into four groups: compromisers, which denote a slightlowering on the scale; diminishers which denote a downward scaling and meanto a small extent; minimizers, which denote the lower extreme of thescale and aproximators, which serve to express an approximation to theforce of the verb. Section 2: DiscussionIn the film review proposed for analysis, it is possible to observe a gooduse of modalizers on part of the writer. We can assume that he is consciousof the fact that he is writing an argumentative type of paper whichrequires caution and avoidance of categorical assertions. It is alsopossible to notice that he is aware of the presence of an audience.Thefilm review seems to have a predictable pattern of argumentative essayexploited by the writer and easily followed by the reader. Some of theevidence shows that there are explicit elements signaling the fluentdialogue between the writer and the reader which is brought to the surfaceby the use of modalizers. To exemplify signals, I would like to point outsome instances where modalizers are used. Diminishers such as seem and tend( as for example in the movie seems to insist in the sixthparahraph and earlier American movies about Jesushave tended to bepalatable in the third paragraph) are consistently used to mitigate t heperlocutionary force, and by this we mean the effect on the receiver. Theuse of this kind of downtoners shows us the writers willingness to involvethe reader colaboratively in the development of the text so as to easilyachieve the argumentative goal of persuading the reader to think in acertain way. Some other diminishers such as something like in the fifthparagraph and somewhat abstractly in the following one are also used withthe same purpose. In the sixth paragraph, the modalizer often is used todowngrade the frequency with which the Gospels treat certain events withcircumspection. The last paragraph of the film review is introduced by avery interesting sentence: Anyway, this is a film review, not Sundayschool. Within the universe of Scotts film review, this sentence clearlybrings to the surface the dialogue between the writer and the reader. Thewriter is anticipating the readers reaction. This instance does not onlyshow the interactional aspect of the interpersonal function of language butalso helps to guide the reader through the line of argumentation. After inthis same last paragraph, with the phraseeitherguilelesslyoringeniously the author gives an alternative possibility that gives room tothe readers choice of viewpoint. .u2a77307f1cc3d9c3bfef4b5814d40eb1 , .u2a77307f1cc3d9c3bfef4b5814d40eb1 .postImageUrl , .u2a77307f1cc3d9c3bfef4b5814d40eb1 .centered-text-area { min-height: 80px; position: relative; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 , .u2a77307f1cc3d9c3bfef4b5814d40eb1:hover , .u2a77307f1cc3d9c3bfef4b5814d40eb1:visited , .u2a77307f1cc3d9c3bfef4b5814d40eb1:active { border:0!important; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 .clearfix:after { content: ""; display: table; clear: both; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u2a77307f1cc3d9c3bfef4b5814d40eb1:active , .u2a77307f1cc3d9c3bfef4b5814d40eb1:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 .centered-text-area { width: 100%; position: relative ; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u2a77307f1cc3d9c3bfef4b5814d40eb1:hover .ctaButton { background-color: #34495E!important; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u2a77307f1cc3d9c3bfef4b5814d40eb1 .u2a77307f1cc3d9c3bfef4b5814d40eb1-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u2a77307f1cc3d9c3bfef4b5814d40eb1:after { content: ""; display: block; clear: both; } READ: The Kite Runner By John Kite EssayConclusionIn this paper we have discussed A. O. Scotts film review on The Passionof the Christ according to Thompsons theory about the interaction betweenthe writer and the reader and Quirks classification of downtoners. Thefocus of this analysis was the use of modalizers. The things observed werethat the writer makes use of a predictable essay pattern for the reader toeasily follow the line of argumentation. He also shows to be aware of theaudience because he tries to involve them cooperatively in thedevelopmentof the text. For this intention, he makes good use of modalizers that makethe sound cautious rather than categorical in his asser tions. In this way,the writer not only makes use of what Thompson calls the interpersonalresources of language but also of the interactional resources that let himhave a fluent dialogue with the reader. References:Thompson, G. (2001) Interaction in academic writing: learning to arguewith the reader. in Applied Linguistics 22/1 58 78. Quirk, R. (1985) A Comprehensive Grammar of the English Language. AddisonWesley Publishing Company. pp. 218-219.

ZipCar Marketing Strategy

Abstract Zipcar is a company that allows incorporation of members to benefit from car sharing services. The company management is capable of attracting influential companies and businesses to its business.Advertising We will write a custom report sample on ZipCar Marketing Strategy specifically for you for only $16.05 $11/page Learn More Cambridge, Antje Danielson and robin chase found it in 2000. Its target markets are Atlanta, Baltimore, Boston, Chicago, London, new York, Philadelphia, Pittsburgh, Portland, san Francisco, Seattle, Toronto, Washington D.C. and Vancouver. By 2010, the company had attracted 8000 vehicles and 560,000 customers in urban centers. Each member pays a registration fee of $25 and $60 for services provided annually. A Zip card enables the customer use the car prepared in the order. The company caters for the gas, insurance, maintenance, parking and any other expenses incurred in the cause of using the car. The aim of the company is to reduce the costs incurred in transportation by allowing its customers to use other means of transportation such as walking and cycling and to preserve the environment by allowing sharing of one vehicle by many customers reducing pollution and jam caused by vehicles. Services and customers are inseparable hence, the company has to evaluate, analyze and implement marketing strategies to ensure survival and penetration of the company services in the target markets. Introduction The company attracts and maintains its customers through providing quality services to its customers. It offers 30 different models of cars at a time to provide a variety of products that cater for the different tastes and preferences of their customers. Due to the diversity of the customer needs and wants the company uses online and telephone to communicate to its customers and to offer instant services (Kirsner 1). This enables the company to provide its services an hour after the order is done and ease in payments of its customers by calculating the expenses according to the needs and wants of its customers. The company aims to increase their market share and at the same time maximize their profits (Kirsner 1).Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The chief executive requested for research on the company’s environment, competitors, and customers to enable implementation of marketing strategies that enable the company to survive in the competitive market. The report is due on June 30, 2011. ZipCar Corporation ZipCar is the world’s leading company in car sharing services. Its services have won the attention of the media. Journals that support the company include Business Weeks, Time magazine, Wall Street journal, and New York Times. For example, the Business Week’s journal declared the company as the best leader of 2006 in car sharing network. The chief exec utive officer of the company, Scott Griffith holds senior positions in the influential companies such as Boeing Company, information America, an Atlanta based provider of online, public record information, business strategy and investment firm, Parthenon group, boutique, and public record information. The company has joint ventures with transit agencies, universities, and influential cities and state governments to broaden their services and increase awareness of their services to potential customers. The company ownership and management is by its shareholders. For instance, the chief executive officer (CEO) holds 3.92% of the company and 2.4 million shares (Kirsner 1). Methodology A current market analysis is done to enable the company penetrate and survive in the target markets. It focuses on the target market, competitors, and future performance of the company’s products and services (Stull 42) Market analysis questionnaire Due to the increasing competition in the car shar ing market, the company wants to find a solution that enables the company survive in the target market. The company wants to improve its profits by attracting and maintaining more customers and balancing its expenses. These solutions boost the company’s profits, which consequently leads to the growth of the company (Ireland 124). Analysis of the situation Study design The research used deductive approach to collect quantitative and qualitative data that is able to draw conclusions on measurable evidence. The aim of the study is to analyze the consumers buying process and its effects on the overall operations of the business (Kotler 57).Advertising We will write a custom report sample on ZipCar Marketing Strategy specifically for you for only $16.05 $11/page Learn More Focus group discussion The group discussion comprise of 3 customers and employees of ZipCar and hertz global company in an attempt to find solution on how to attract and maintain mo re customers to zip car company and test the accuracy of the information provided by the company and the customers (Kotler 54) Study population and sampling The study involves the management of ZipCar Company, its main competitors, and the consumers of the product or service. Systematic sampling avoids bias and to focus on the potential sources of information (Basenese 1) Data collection Primary data Face to face interviews: Interview guides ensured all the areas of the study are covered and all the necessary information is collected. It involves structured and unstructured questionnaires to boost the researcher’s interaction with the respondents (Gitman 168). Observation: The researcher collects supplementary data without bias on the information available for the researcher. The researcher collects information from experience and behavior conveyed by the respondents (Koontz 121). Secondary data: The relevant data on books, journals, magazine, papers, magazines, and previous lessons on marketing strategies is collected (Kotler 54) Data analysis methods The research collected qualitative and quantitative data analyzed in numerical and descriptive perspectives. A review of the books, magazines, papers, journal, and previous lessons provides data for interpretation and analysis of data relevant to the research objectives. The data undergoes preparation using statistical techniques to convert it into a form suitable for analysis. The techniques are data editing and data coding (Kotler 65). Findings Pestle analysis They are legal, political, social-cultural, technological changes, demographic, and natural forces influenced by external and uncontrollable factors like competitors, changes in interest rates, cultural factors, and government regulations.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The macro environment of any business is the major economic externalities beyond the business’s scope of influence, which influence the business decision-making and have an effect on performance and strategies. The factors exist in the whole economy as opposed to the economy of a specific business (Kotler 59). Political environment: The political environment involves the pressure groups, government agencies and legislations that limit the activities of an organization. It is a constitutional duty of governments to draft public policies that govern commerce. Recent legislations focus towards protecting competitor companies from each other, buffering consumers from unfair business practices and shielding interests of society against unrestrained business behavior. There is also an increased emphasis in the international market on social responsibility and ethics. Zipcar Company provides insurance in case of accidents of its vehicles to comply with the government laws and regula tions (Koontz 120). Economic environment: The economic environment involves those factors that affect the purchasing power and spending patterns of consumers. Given the current economic recession, both corporate and individual consumers are shoppers that are more careful. The economic classes skew and the general population divides into the affluent and the less prosperous. These classes highly influence the spending patterns in the market. Zipcar helps its members save some money when they use other means of transport when not in need of a car (Gitman 166). Social environment: Social environment includes institutions and other forces that affect the basic values, behaviors and preferences of the society. A marketer may want to capitalize on the changing values people have on themselves, others, organizations, society, nature and the universe; for example, they affect the consumer satisfaction and decision-making. The university, journals, magazines, and other influential organizati on boost the image of the company attracting more customers to the company (Stull 45). Technological environment: Technological environment consists of forces that affect the technology of creating new products, markets and opportunities in organizations. This environment is perhaps the one with most influence in this industry. In the marketing planning, the marketer should be keen the opportunities being availed by technological changes and avoid products that are likely to get outdated rapidly. The company provides zip cards to enable their customers access their services, for example, paying bills and opening the door of the car. The company uses internet and telephone to communicate to its customers (Koontz 119). Natural resources: Natural resources include natural resources such as raw materials or energy sources needed by both the organization and the consumer. The company caters for expenses of fuel (Kirsner 1). Demographic environment: Demographic factors include the study o f human population in terms of size, location, race, and occupation. The company focuses their target market in the urban centers on working class consumers (Basenese 1). SWOT analysis Strengths: ZipCar Company has ability to recognize customer needs and wants more than the consumers themselves expect. This makes the company to offer quality products and services to enhance customer experience, awareness, and relationship with their customers. The company has joint ventures with influential organizations creating a positive image and pride of their products and services. The company’s reliance on technology in its activities of reservations, maintenance, billing, and customer services improves customers’ satisfaction and sense of belonging. Extension of services to the disabled people increases its market share (Kirsner 1). Weaknesses: The diversity of its markets gives room for misunderstandings and mismanagement of the company. The company incurs more expenses as the number of customers increase. Investments cater for the demands of its customers but there is no guarantee of revenue enough to cover the costs incurred. The company’s shareholders demands and expectations on payments are very high limiting the growth of the company (Basenese 1). Opportunities: The chief executive officer of the company, Scott Griffith holds senior positions in influential companies attracting more potential consumers to the company’s products and services. The company produces quality and variety of products that attracts and maintains more customers enabling the company improve its market share. The target customers are in diverse markets hence the capability of improving its profits once the company penetrates in the market. The company targets the working class since they use vehicles on daily basis and people spending leisure on weekends to ensure maximum utilization of its resources to maximize profits. Universities provide a good foundation for future development of the company as the graduates seek for their services. The company parks their cars in high exposure areas such as subway stations in the city increasing the awareness and attraction of the company’s services (Gitman 167). Threats: Diversity of the target market increases challenges of competition to the company due to the increase in the number of competitors. New entry companies whose car sharing services form a small portion of their overall profits has greater chances of fast growth in the business increasing competition in the market and later the price lowers. Rising price of fuel, insurance, and maintenance terminate the proceedings of the company leading to more expenditure of the company. This consequently leads to rise in the price of their services loosing some of their customers not willing to spend on that service (Basenese 1). Market Segmentation Geographical segmentation: ZipCar Company established its target market in 21 countries. They t arget city centers where there is large exposure of customers. Demographic segmentation: ZipCar Company targets the working class since they use vehicles on daily basis and can afford to purchase their services. The company targets universities to create future potential customers from the graduates. Psychographic segmentation: ZipCar Company provides vehicles for leisure during weekends. It also provides services to long distance travelers incurring the expenses of insurance, fuel, and maintenance of the vehicle. Behavioral segmentation: ZipCar Company provides quality and variety of products to cater for the different tastes and preferences of their customers to ensure customer brand loyalty. Consumer behavior Consumer behavior are all the buying habits and patterns reflected by an individual, group or society towards a given product or service (Kotler 56) Trends influencing consumer behavior Instant society: Customers of ZipCar make orders one hour before they reach the service d estination to find their services ready for use (Kirsner 1). Technology: The customers have zip cards to open the vehicles and for billing their expenses to satisfy their expectations on the company’s services (Kirsner 1). Consumer freedom of choice: The consumers make their own decisions on the company to purchase its services. Zipcar creates a good customer experience relationship, and freedom of expression to ensure brand loyalty. Since the customers travel to the service provider, they make choices about the company to purchase the service (Kirsner 1). Increased consumer awareness: Consumers are more educated and informed about the rights and needs that the company has to satisfy hence provide quality services to its customers that attract and maintain them (Basenese 1). Increased levels of economic development: Customers know how to budget on their expenses hence match their satisfaction with the price before they make their purchase decision (Kirsner 1). Changes in soci al cultural factors: ZipCar Company only offers its services to its members to ensure security of their vehicles due to collapse of morals in the society. The customers need vehicles to travel to leisure destinations on weekends due to increased social networking. The company relies on influential organizations and people to help attract customers to their organizations (Basenese 1). IE-marketing activities: Customers make orders while still far from the company to have their services ready on time and to make travelling plans at ease (Kirsner 1). Conclusion This is a sensitive market hence every marketing strategy used by the company reflects in its overall operations. Car sharing reduces parking commotion in cities and provides services to its customers. Since the benefits are intangible, the company focuses on satisfying their customers to maintain and improve its market share. Consumers’ great influence is value, utility, and benefit of the product or service. The decisio n- making process involves stages that the marketer can influence and intervene to attract customers. Recommendations The marketer should trigger the need of the consumer and know the time to emphasize its product or service to consumers to survive in the market. The marketers should put efforts to establish its distribution channels and the location of the business to access more customers to improve profits. Markets should have a comprehensive marketing strategy to produce better results and acquire customer loyalty. The company should take time to analyze its competitors in order to formulate and implement programs that are customer focused. The marketer should identify changing goals of consumer trends in future consumer behavior to ensure a good future performance of the company. The researcher should conduct effective and reliable market research to help the company making the right decision in the process of marketing its product or service. Works Cited Basenese, Louis. Zipca r, Inc.: steer clear of the â€Å"winner’s curse† (Part 2). 2011. Web. Gitman, Lawrence. The future of business: the essentials. Boston: Cengage Learning. 2008. Ireland, Duane. Entrepreneurship: successfully launching new ventures. Upper Sandle River: Pearson Prentice Hall. 2006. Print. Kirsner, Scott. A little zipcar history, as company files for initial public offerings. 2011. Web. Koontz. Essentials of management 8E. New York: Tata McGraw-Hill Education. 1990. Kotler, Philip. Principles of marketing. French’s Forest: Pearson Education Australia, 2009. Stull, Craig. Tuned in: uncover the extraordinary opportunities that lead to business breakthroughs. New York: John Wiley and Sons. 2008. Print. This report on ZipCar Marketing Strategy was written and submitted by user Kyra T. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Free Essays on Urbainization

Segregation In Urban Areas Since urbanization began in European cities, there has always been segregation, either by class, socio-economic status, political affiliation, etc. In modern American cities stratification is most heavily linked to class or race. There are many reasons that segregation in cities take place, and we will explore the more prevalent ideas of social stratification. When urban centers in America were beginning to take shape, people moved in droves to these industrial metropolises to find work and success. We studied earlier the effects of this mass immigration to cities and saw the horrid living conditions that people endured to find work. The overcrowding of cities made ghettos obvious and wealth was not directly associated with the masses of people moving in. Through the years, urban areas grew with new suburban towns encircling the city. Wealthier people inhabited these suburban areas with the ability to move in and out of cities at their own will. Cities became a melting pot of cultures in a small area. People of the same ethnic background often moved into neighborhoods in which their own culture was dominant as to fit in and feel more at home. These areas are obvious in places such as Libman 2 Chinatown, or â€Å"Little Italy†. Southie, in Boston is dominated by the working class Irish people that came to the American cities as many others did: looking for work, and the American Dream. These social groupings are one way that cities become segregated. This segregation is not the discriminatory term that we usually attribute to the phrase, but the separation of social groups. â€Å"The city in the 1920’s was often a battleground as various groups within the population struggled for social and cultural authority.† New laws in urban centers gave way to a new cultural group as well: criminals. Organized crime in the 1920’s was widespread; â€Å"In New York, Chicago, Detroit, and other ci... Free Essays on Urbainization Free Essays on Urbainization Segregation In Urban Areas Since urbanization began in European cities, there has always been segregation, either by class, socio-economic status, political affiliation, etc. In modern American cities stratification is most heavily linked to class or race. There are many reasons that segregation in cities take place, and we will explore the more prevalent ideas of social stratification. When urban centers in America were beginning to take shape, people moved in droves to these industrial metropolises to find work and success. We studied earlier the effects of this mass immigration to cities and saw the horrid living conditions that people endured to find work. The overcrowding of cities made ghettos obvious and wealth was not directly associated with the masses of people moving in. Through the years, urban areas grew with new suburban towns encircling the city. Wealthier people inhabited these suburban areas with the ability to move in and out of cities at their own will. Cities became a melting pot of cultures in a small area. People of the same ethnic background often moved into neighborhoods in which their own culture was dominant as to fit in and feel more at home. These areas are obvious in places such as Libman 2 Chinatown, or â€Å"Little Italy†. Southie, in Boston is dominated by the working class Irish people that came to the American cities as many others did: looking for work, and the American Dream. These social groupings are one way that cities become segregated. This segregation is not the discriminatory term that we usually attribute to the phrase, but the separation of social groups. â€Å"The city in the 1920’s was often a battleground as various groups within the population struggled for social and cultural authority.† New laws in urban centers gave way to a new cultural group as well: criminals. Organized crime in the 1920’s was widespread; â€Å"In New York, Chicago, Detroit, and other ci...

Use the STAR Method to answer any interview question

Use the STAR Method to answer any interview question It’s interview day. You’ve worked on your handshake, your eye contact, your head-to-toe professional outfit. You know your resume backwards and forwards, and you’ve reviewed the job description so many times you can practically see it when you close your eyes. So, you’re ready. And then in the interview, you get a question you weren’t necessarily expecting: â€Å"Tell me about a time when you†¦Ã¢â‚¬  Argh, the dreaded behavioral questions. Now what? First, don’t panic. You can answer any question an interviewer throws your way, without grinding the whole thing to a halt. It’s as simple as being a STAR.What’s the STAR Method  and  how  do  you  use  it?STAR is a method you can use to frame an answer quickly and efficiently. It’s an acronym for:Situation: Where/when did this example take place?Task: What was your level of responsibility in this example?Action: What steps did you take?Result: What was the outcome, and what did you learn or achieve?Let’s break down some strategies for using the STAR method in your next and future interviews.Find the right exampleUnless something comes to mind right away, this can be the hardest part. But think of it this way: the question is likely to be a situation that is tied to something on your resume or a task in the job description, so this is something you can think about in advance, even if you don’t know what will be asked specifically. Ahead of the interview, come up with examples or anecdotes for every experience bullet point and skill on your resume. That way, when you’re asked, â€Å"Tell me about at time you showed leadership,† you will already have a list of relevant points ready to go.Relevance is the key- you don’t want to start rambling about something that doesn’t really fit what the interviewer is asking. So the quick internal check should be, â€Å"I think this is the right story- does it answer what’s being asked?†And if you need a bit of time to think things over, say so- it’s okay to ask for a minute to think things over. â€Å"That’s a really great question; I’d like to think about it for a minute!† You don’t want your contemplation to go too long, but taking 30 seconds to gather your thoughts will lead to a better answer.Set the sceneThis doesn’t have to be an elaborate, cinematic story. However, you should be able to give a few quick details to show the interviewer what the context is for your story.I was the lead on a project, and 80% of my team had called in sick†¦We were on schedule and on budget, when the client changed his mind in the middle of the meeting†¦I took a call from an angry customer, who was not interested in hearing the company’s side of the story†¦You’ll want to make it conversational so that it doesn’t sound like you memorized a card. All you need are a few short sentences- no need to provide detailed backstory about everyone involved or a history of your employment. You want the details to be directly relevant to your story. And it’s okay to be humorous or light in your response, as long as you keep the tone professional.Talk about what you did to solve the problem or approach the issueOnce you’ve set the scene for the interviewer, talk about what you did to resolve the issue. Usually, when interviewers ask behavioral-style questions, they’re just as interested in the how as the what. And again, this doesn’t need to be a long-winded, detailed step-by-step. A few succinct bullet points about what you did in the situation will be just fine. If the interviewer has any follow-up questions, she’ll ask.Talk up your achievements- or lessons learnedWhen you’re talking about the results, don’t be afraid to talk about what you achieved- especially if it puts you in a positive light. You don’t want to come off like a braggart, but you should own your accomplishments.The project came in under budget thanks to my fix, and we broke sales records that year.Because I caught the order before it was processed, I was able to stop 5,000 widgets from being shipped accidentally. That was a great feeling.And if you picked an example that didn’t necessarily have a happy ending (because hey, sometimes that’s the only anecdote that fits), be sure to talk about what you did gain from the situation.Although it was difficult   while I worked to resolve the issue, it taught me that nothing is more important than providing a superior customer experience.It was definitely a learning experience, and having worked with such a demanding client, I know I can work with anyone to get the job done.Like with your other STAR points, a couple of sentences should be all you need to summarize and wrap up your story.Practice beforehandIf you’re not all that comfortable with storytelling, this is definitely a skill you can build before you’re in the interview hot seat. Just like with body language or your handshake, practice until it becomes second nature! Grab a trusted person who can ask you general behavioral questions, and apply the STAR method to your conversation. If you do this enough times in your everyday life, you won’t be sitting in the interview thinking, â€Å"Okay, time for S. What’s the situation?† You’ll already be searching through your mind’s archive for the relevant anecdote.   Ã‚  If you prep for interviews with the STAR method, you can tackle any question an interviewer throws your way, even if it seems like it comes out of nowhere. Quick, to-the-point answers will impress your interviewer and demonstrate that you have one of the most important skills- thinking on you r feet.

THE KNIGHTS TEMPLAR Essay Example | Topics and Well Written Essays - 1000 words

THE KNIGHTS TEMPLAR - Essay Example After the First Crusade reclaimed Jerusalem on July 15, 1099, people were pouring in pilgrimage to the Holy Land. This multitude including wealthy pilgrims was the grand attraction to thieves. Surprise attacks along the roads were inevitable and a group of knights proposed to establish a troop that would ensure the safety of the travelers to Jerusalem. One of the knights was Count Hugh of Payns, a knight from the First Crusade. At this proposal, King Baldwin II of Jerusalem permitted Hugh of Payns and Godfrey of Saint-Omer along with other knights to stand guard along the roads to Jerusalem and were eventually recognized by the Council of Troyes as one of the orders of the Latin Church in 1129. The forefathers of this order were Hugh of Payns, Godfrey of Saint-Omer, Roland, Godfrey Bisol, Payen of Montdidier, and Archambaut of Saint-Armand. Hugh of Payns and Godfrey of Saint-Omer’s troop of knights were named The Knights of the Temple of Solomon of Jerusalem. They were named a fter the place where they requested the king to grant them as their official headquarters, the Temple of Solomon. The Knights of the Temple of Solomon of Jerusalem or the Knights Templar followed the Latin Rule, a set of codes which was formulated by Hugh of Payns in 1129 guided by Bernard of Clairvux. In this set of codes, the knights were to follow certain rules regarding their authorities, their garb, rituals on the death of their members, practices on giving alms, duration on standing on foot, on what to eat, the manner on reading, manners on dining, when to sleep, when to rise from sleep, how to coexist with fellow members, prohibitions on clothing, recommended materials of their clothing, the allowed number of pieces of clothing, what kind of shoes to wear, how to groom their hair, how to treat their servants, the number of allowed horses, prohibitions regarding bridles, spurs, spears and shields, on kinds of bags or trunks, on

Economic analysis Assignment Example | Topics and Well Written Essays - 500 words

Economic analysis - Assignment Example For the past few years, economists surveyed by NABE have concluded that fiscal policy uncertainty including efforts to rein in the deficit was constraining economic growth. However, the survey released on Monday has indicated that 57% no longer believed uncertainty was holding back the recovery. On the other hand, 38% of the citizens thought the fiscal policy was restraining the recovery compared with 80% in March 2014. According to NABE survey, almost half of the respondents believe the current fiscal policy to be about right. The rest of the respondents are divided with about a fourth indicating it is too stimulative and the other fourth too restrictive (Davidson, 2015). The Federal Research officials Janet Yellen and Ben Bernanke have warned that restrictive fiscal policy creates headwinds for recovery rather than supporting it as it did during previous economic downturns. Bernanke said that excessively tight near-term fiscal policies have tremendously been counterproductive. The economists have also differed on the current shortfall with 44% criticizing it on excessive spending, 28% blaming it to the output gap, and 24% citing insufficient revenues. A quarter of the economists suggested that the Fed should raise interest rates this year. About 9 percent of them except the rate increase to occur within the first six months (Mankiw, 2014). On the other hand, two-thirds of the economists expect rates to rise during the second part of the year while a quarter believe that the Fed will keep policy on hold until 2016. In the United States, inadequate demand has tremendously constrained activities in the economy of US which has caused repeated downgrades to growth forecast. The current financial crisis and ensuing recession have put the productive capacity of the nation’s economy on a lower and shallower direction than the ones in the previous years. It is estimated that the potential