Assael’s Matrix Essays

Assael’s Matrix Essays Assael’s Matrix Paper Assael’s Matrix Paper Assael’s Matrix Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands. The four types are named in the following table and described in the following paragraphs. TABLE 20: Four types of buying behaviour: Level of Significances Between |High Involvement |Low Involvement | |Brands | | | |Significant |Complex Buying Behaviour |Variety-seeking Buying Behaviour | |Few |Dissonance-reducing Buying Behaviour |Habitual Buying Behaviour | 1. Complex Buying Behaviour: Consumers go through complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. Consumers are highly involved when the product is expensive, bought infrequently, risky and highly self-expressive. Typically the consumer does not know much about the product category and has much to learn. For example, a person buying a personal computer may not know what attribute to look for. Many of the product features like 16K memory disc storage, screen resolution carry no meaning to him or her. This buyer will pass through a learning process characterized by first developing beliefs about the product, then attitudes, and then making a thoughtful purchase choice. The marketer of a high-involvement product must understand the information-gathering and evaluation behaviour of high-involvement consumers. The marketer needs to develop strategies that assist the buyer in learning about the attributes of the product class, their relative importance, and the high standing of the companys brand on the more important attributes. The marketer needs to differentiate the brands features, use mainly print media and long copy to describe the brands benefits, and motivate store sales personnel and the buyers acquaintances to influence the final brand choice. 2. Dissonance-Reducing Buying Behaviour: Sometimes the consumer is highly, involved in a purchase but sees little difference in the brands. The high involvement is again based on the fact that the purchase is expensive, infrequent, and risky. In this case, the buyer will shop around to learn what is, available but will buy fairly quickly because brand differences are not pronounced. The buyer may respond primarily to a good price or to purchase convenience. After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features of the product or hearing favourable things about other brands. The consumer will be alert to information that might justify his or her decision. The consumer will first act, then acquire new beliefs and end up with a set of attitudes. Here marketing communications should aim to supply beliefs and evaluations that help the consumer feel good about his or her brand choice. 3. Habitual Buying Behaviour: Many products are bought under conditions of low consumer involvement and the absence of significant brand differences. Consider the purchase of salt. Consumers have little involvement in this product category. They go to the store and reach for the brand. If they keep reaching for the same brand, it is out of habit, not strong brand loyalty. There is good evidence that consumers have low involvement with most low-cost, frequently purchased products. Consumer behaviour in these cases does not pass through the normal belief/attitude/behaviour sequence. Consumers do not search extensively for information about the brands, evaluate their characteristics, and make a weighty decision on which brand to buy. Instead, they are passive recipients of information as they watch television or see print ads. Ad repetition creates brand familiarity rather than brand conviction. Consumers do not form a strong attitude towards a brand but select it because it is familiar. After purchase, they may not even evaluate the choice because they are not highly involved with the product. So the buying process is brand beliefs formed by passive learning, followed by purchase behaviour, which may be followed by evaluation. Marketers of low-involvement products with few brand differences find it effective to use price and sales promotions to stimulate product trial, since buyers are not highly committed to any brand. In advertising a low-involvement product, a number of things should be observed. The ad copy should stress only a few key points Visual symbols and Imagery are important because they can easily be remembered and associated with the brand. The ad campaigns should go for high repetition with short-duration messages. Television is more effective than print media because it is a low-involvement medium that is suitable for passive learning. Advertising planning should be based on classical conditioning theory where the buyer learns to identify a certain product by a symbol that is repeatedly attached to it. Marketers can try to convert the low-involvement product into one of higher involvement. The ways are: ? This can be accomplished by linking the product to some involving issue, as when Crest toothpaste is linked to avoiding cavities. The product can be linked to some involving personal situation, for instance, by advertising a coffee brand early in the morning when the consumer wants to shake oft sleepiness. ? The advertising might seek to trigger strong emotions related to personal values or ego defense. ? An important product feature might be added to a low-involvement product, such as by fortifying a plain drink wit h vitamins, These strategies at best raise consumer involvement from a low to a moderate level; they do not propel the consumer into highly involved buying behaviour. . Variety-Seeking Buying Behaviour: Some buying situations are characterised by low consumer involvement but significant brand differences. Here consumers are often observed to do a lot of brand switching. An example occurs in purchasing cookies. The consumer has some beliefs, chooses a brand of cookies without much evaluation, and evaluates it during consumption. But next time, the consumer may reach for another brand out of boredom or a wish for a different taste. Brand switching occurs for the sake of variety rather than dissatisfaction. The marketing strategy is different for the market leader and the minor brands in this product category. The market leader will try to encourage habitual buying behavior by dominating the shelf space, avoiding out-of-stock conditions, and sponsoring frequent reminder advertising. Challenger firms will encourage variety seeking by offering lower prices, deals, coupons, free samples and advertising that presents reasons for trying something new.

Top Ranked California Business Schools

Top Ranked California Business Schools California is a large state with a lot of diverse cities. It is also home to hundreds of college and universities. Many of them are in the states large public school system, but there are even more private schools. In fact, some of the largest and most prestigious colleges and universities in the country are located in California. This means lots of choices for students who are seeking a higher education. In this article, were going to take a look at some of the options for students who are majoring in business. Although some of the schools on this list do have undergraduate programs, were going to focus on the best California business schools for graduate students who are seeking an MBA or a specialized masters degree. These schools have been included because of their faculty, curriculum, facilities, retention rates, and career placement rates.   Stanford Graduate Schools of Business Stanford Graduate School of Business is frequently ranked among the best business schools in the country, so it is no surprise that it is widely considered to be the best business school in California. It is part of Stanford University, a private research university. Stanford is located in Santa Clara County and adjacent to the city of Palo Alto, which is home to a number of different tech companies. Stanford Graduate School of Business was originally created as an alternative to business schools in the eastern portion of the United States. The school has grown to become one of the most highly respected institutions of education for business majors. Stanford is known for its cutting-edge research, distinguished faculty, and innovative curriculum. There are two main masters level programs for business majors at Stanford Graduate School of Business: a full-time, two-year MBA program and a full-time, one-year Master of Science program. The MBA program is a general management program that begins with a year of core courses and global experiences before allowing students to personalize their education with various electives in areas like accounting, finance, entrepreneurship, and political economics. Fellows in the Master of Science program, known as the Stanford Msx Program, take foundational courses first before being mixed in with MBA students for elective coursework. While enrolled in the program (and even afterward), students have access to career resources and a Career Management Center that will help them design a personalized career plan designed to develop skills in networking, interviewing, self-assessment and much more.    Haas School of Business Like Stanford Graduate Schools of Business, Haas School of Business has a long, distinguished history. It is the second oldest business school in the United States and is widely considered to be one of the best business schools in California (and the rest of the country). Haas School of Business is part of the University of California- Berkeley, a public research university founded in 1868. Haas is located in Berkeley, California, which is situated on the east side of San Francisco Bay. This Bay Area location offers unique opportunities for networking and internships. Students also benefit from the award-winning Haas School of Business campus, which boasts ultramodern facilities and spaces that are designed to encourage collaboration among students. Haas School of Business offers several different MBA programs to suit various needs, including a full-time MBA program, an evening and weekend MBA program, and an executive MBA program called the Berkeley MBA for Executives. These MBA programs take between 19 months and three years to complete. Business majors at the masters level can also earn a Master of Financial Engineering degree, which provides preparation for finance careers in investment banks, commercial banks, and other financial institutions. Career advisors are always on hand to help business students plan and launch their careers. There are also a number of companies that recruit talent from Haas, ensuring a high placement rate for business school graduates.   Ã‚  Ã‚   UCLA Anderson School of Management Like the other schools on this list, Anderson School of Management is considered a top-tier U.S. business school. It is highly ranked among other business schools by a wide range of publications. Anderson School of Management is part of the University of California- Los Angeles, a public research university in the Westwood district of Los Angeles. As the creative capital of the world, Los Angeles offers a unique location for entrepreneurs and other creative business students. With people from more than 140 different countries, Los Angeles is also one of the most diverse cities in the world, which help Anderson be diverse as well. Anderson School of Management has many of the same offerings as Haas School of Business. There are multiple MBA programs to choose from, allowing students to individualize their management education and pursue the program that fits with their lifestyles. There is a traditional MBA program, a fully employed MBA (for working professionals), an executive MBA, and a global MBA for Asia Pacific program, which was created developed through a partnership between the UCLA Anderson School of Management and National University of Singapore Business School. Completion of the global MBA program results in two different MBA degrees, one awarded by UCLA and one by the National University of Singapore.  Students who are not interested in earning an MBA can pursue a Master of Financial Engineering degree, which is best suited for business majors who want to work in the finance sector.   Parker Career Management Center at Anderson School of Management  provides career services to students and graduates through every stage of the career search. Several organizations, including Bloomberg Businessweek and The Economist, have ranked the career services at Anderson School of Management as the best in the country (#2 in fact).

Plato's theory of justice Essay Example | Topics and Well Written Essays - 1250 words

Plato's theory of justice - Essay Example At this point, Plato analyzed the different theories done by different philosophers and gave his own definition pertaining justice since he felt that justice needs a lot of interest and dedication. Plato defined justice from two main point of view: One being, justice from an individual point of view is that it is a ‘human virtue’ responsible for making someone self-reliable and of high quality1. Plato handles justice with seriousness, when he ends up using ‘Dikaisyne’, meaning justice, morality or even righteousness in Greek. Morals mold the responsibilities of man, and the term monitors the whole behavior of man whenever another human being is concerned. Plato asserts that justice is the excellence of the soul, where man alienates unreasonable longing to explore on the pleasures of the world and satisfaction of self-interest pleasure from anything they handle and are comfortable with their way of life. Plato, Unhappy with the ongoing destruction of democrac y in Athens, decided to write about it. He adopted Sophistic education of ethics which ended up with too much individualism stirring to attack the State Office selfishly up Athenians. They ended up separating Athens into two antagonistic camps of the haves and the have-nots, tyrants and the exploited2. Later on, Plato felt that the nonprofessional ship, annoying nature and too much selfishness ought to be addressed. Plato addressed the matter by using a principled society with a perfect justice system to attack, since the research he had done showed that justice is the best medicine in an evil society. Hence, it is paramount that the society questions the shape of insinuated by Plato as an important principle of an organized society. Notably, many philosophers have handled different justice theories were common. The answers to questions pertaining justice starts from the unsophisticated to the complicated elucidation. Therefore, it is paramount that the analysts ask why Plato disreg arded some justice concepts3. Cephalus, a diplomat of traditional integrity of the early trading category, founded the traditional theory of justice. In his view, justice entails honesty and reassures payments of debts to the people one owes. This is the reason Cephalus equates justice with the right behavior. Polemarchus supports Cephalus view concerning justice but alters some information. Polemarchus views justice as extending what one feel proper to one own self. This could be interpreted to mean that justice is pleasing friends while injuring the interests of enemies. The Greek traditional saying also adheres to the theory4. While Cephalus and Polemarchus to support the view, on the other hand, Plato is criticizing the view. According to Plato, Cephalus view was limited, as in a case where the formula infringes the will of right; his method does not accommodate proper acceptable opinion of life. It is wrong to bring the deadly arms to a mad man. Polemarchus was criticized by Pl ato, arguing that it is easier said that done. For example, if one is a friend in an outward manner, and the enemy in truth. How wills one go about the problem? Is there a possibility to do him right as per the definition or act according to the real feelings and administer evil, yet this was contrary to moral requirements. The notion of justice only worked on the relationships between individuals and neglected the rest of society5 . Thrasymachus, on the other han

Research In Human Relations Essay Example | Topics and Well Written Essays - 1500 words

Research In Human Relations - Essay Example Let us now define research through its characteristics. Research begins with a problem or a question followed by the setting of goals and devising of a method or specific plan. The main problem is expounded by a hypothesis and assumptions regarding the cause or possible solutions are accepted as part of the research process. Research is not only about data gathering, but it is likewise concerned with the interpretation of data as a means to arrive at a solution to the problem or an answer to the main question (Andersen). There are four basic research design elements. These elements include treatments, measures, time and groups or individual. We shall focus on the time element for the purposes of this paper. Time is very important as it determines the degree and quality of observed changes. There are two classifications of research design under the time element: cross-sectional and longitudinal studies. A cross-sectional study is carried out at one instance, while a longitudinal study occurs over a period of time with a series of measurements (Trochim, 2006). A cross-sectional study includes observation of diverse groups of people of various age levels or a cross-section of a population. A longitudinal study involves observing and gathering information from the same group of people over a period of time. The focus of cross-sectional studies is on the differences between groups at a certain point in time, while the focus of longitudinal studies is on individual change over an extended period of time (A Research Typology, 2004). Since a cross-sectional study is done at only one instance, the expenses and time needed to gather data are very minimal. This is an advantage of the cross-sectional strategy. It is more convenient for both the participants and the researcher because there is only one period for data gathering (King, 2001). The participants need not go back for other sessions and researchers do not need to maintain contact with participants and sustain a budget for data collection over a long period of time. Another advantage is the large amount of diverse data that can be collected at one time. This data is very useful to the researcher in the immediate analysis and solution of a problem, and may also be very helpful to other researchers searching for similar data. A major di sadvantage though of this strategy is its failure to measure the actual individual changes that will occur or may inevitably be experienced by the subjects. It is a static representation of the variables and causes and effects cannot be measure accurately. In attitudinal or perception studies more often used in Psychology, a cross-sectional study is not dependable because many factors may affect the disposition or attitude of a person at a given time. Personal problems or emotionally disturbance experienced by subjects very close to the data gathering session may affect their responses. The elimination of outside factors can be done through a longitudinal study where subjects are contacted at different periods where their experiences and personal dispositions are varied. The main advantage of a longitudinal study is its ability to determine actual changes and trends that happen over a vast interval of time because it documents information from each subject at specific age levels and records comparisons between subjects across different timelines. Patterns of changes and causes of

Managing Work Priorities and Professional Development Personal Statement

Managing Work Priorities and Professional Development - Personal Statement Example The principles of managing work priorities and professional development are discussed in this paper. As a business owner of Jim’s Cleaning, I am expected to give my best possible performance while on the job. In turn, neither can it be disputed that the head of an organisation sets its cultural tone, and is perhaps the single most important force allowing it to achieve success. Just as every cog in a machine is expected to play a part in its continued optimal functioning, so too does an organisation rely on the time management and work prioritisation of its head, to put their best foot forward when it comes to their day-to-day tasks. At the same time, though, I realised that while it is of course important for me to work towards Jim’s Cleaning’s success and prosperity, it is my own professional development that should be foremost to ensure the success of my business venture.No matter how dreary or inane one’s job happens to be, I am still ultimately a huma n being rather than a glorified automatons and it is therefore inevitable for me to somehow desire my own development and growth. Not only do they want to get paid for their work, it is but natural for employees to desire a sense of fulfillment that cannot simply be obtained through a pay slip. Maslow (1943) himself has made note of this, citing specifically how human beings as a whole seek self-actualization and self-transcendence more than anything else. We as humans seldom find satisfaction in what we are now – that is, we are said to possess an innate desire to become everything we are capable of becoming, even exceeding that if at all possible. Elusive as it may be – only 1% of all individuals are said to achieve self-actualization in the end – it is still something generally deemed worthy of working towards (Maslow, 1996). He goes on to explain that while basic needs such as food, water, clothing and shelter are indeed important to any rational being, thes e become mere means to a greater end. Even those whose most pressing need is money will inevitably think and wonder, somewhere down the line, if that is all they are meant for – or if they are meant for bigger and better things (Steere, 1988). This is related to the concept of metamotivation, earlier posited by Maslow. Someone said to be metamotivated does not work merely to get by from day to day, but to somehow become a better person tomorrow than he is today (Goble, 1970). This arguably does a lot to explain why there are those who, despite having better options, settle for low-paying jobs – or why those working in lucrative positions are perfectly willing to leave them behind. No matter how much one may insist that the most important things to look for in a particular job opening are the salary and benefits, even these admittedly important considerations become moot if one fails to find fulfillment working under such circumstances. In doing this assignment and focu sing on my business Jim’s Cleaning, I have realised that someone who loves what he is doing, and feels that he is actually getting somewhere in his job, will ultimately be more content with the idea of remaining there even with a modest paycheck. For example, it can be argued that the specialist cleaners at Jim’s are generally paid lower than what they should receive. Barring external factors such as skill, experience, tenure or connections, these

Assessing the Sainsburys customer perceived value

Assessing the Sainsburys customer perceived value The Food retailing Industry is a huge and fast growing industry in UK .It is a complex and diverse market dominated by various big companies such as Tesco, ASDA, J Sainsburys. Price and quality of goods are the two key elements which the companies keep in mind to increase their sales and defend their position in this competitive market. In the year 2009, food retailing recorded sales figures of GBP 297,478.9 million, along with providing employment to 11.6% of the workforce in UK (Euro monitor). It is forecasted, by the year 2014 the sales would cross GBP 350,000 million. (Euro monitor) This assignment focuses on the third largest food retailer store in UK, i.e. J Sainsbury. Sainsbury is a super market which will operates its business in retail sector from the year 1869. Sainsbury is started by James and Mary Ann Sainsburys. Sainsbury today operates a total of 827 stores comprising 537 supermarkets and 335 convenience stores(J Sainsbury 2010) .With their presence in various other markets such as financial services and Property management, grocery retailing remains their core business. In an industry which employs over 3,335,000 people and with sales figure of GBP 137,590 million (Euro Monitor), Sainsbury enjoys a market share of 16% and serving 19 million customers weekly with a product offering of 30,000.( J Sainsbury 2010) QUESTION-1 Using suitable models identify the customer perceived value for the customers for a product/division/company of your choice. ANSWER- PART 1 Customer value Difference between what a  customers  gets from a  product, and what he or she has to give in  order  to get it. http://www.businessdictionary.com/definition/customer-value.html#ixzz16OyFiRFr Customer value proposition A  business  or marketing statement that summarizes why a consumer should  buy a product or use a service. This statement should convince a potential consumer that  one particular  product or service will add more  value or better solve a problem than other similar offerings. http://www.investopedia.com/terms/v/valueproposition.asp Types of CVP 1. All Benefits- benefits that an organization brings to its target customers. It tends to suffer from a lack of credibility when the value proposition is not distinguished from competitors or focused precisely on the unique needs of the customer. 2. Favourable Points of Differentiation- it mainly emphasizes the key differences between a firms offerings and those of competitors at the customer interface. It takes into account the notion that the buyer has substitutes. Like the all benefits value proposition it lacks specificity relative to the buyer. 3. Resonating Focus- Resonating focus highlights one or two critical differences between the firms offerings and those of competitors with the forethought that these differences represent those areas that are most vital in the mind of the customer. While most effective, this value proposition takes considerable time to develop as it is strongly rooted in a deep understanding of customer needs. http://www.edbarrows.com/Resources/briefs/valueProposition.pdf IMPORTANCE OF CUSTOMER VALUE   A good customer value proposition is a technique why a customer should buy a product and also distinguish your product from competitors. Gaining a customers attention will help in growing sales faster and more profitable, as well as increasing its market share. Understanding customer needs is important because it helps promote the product. A brand is the perception of a product or service that is designed to stay in the minds of targeted consumers. It is desirable to build a strong and positive brand association with your offering. Three key dimensions: Extrinsic vs. intrinsic value Self-orientated vs. other-orientated value Active vs. reactive value PART 2 VALUE PROPOSITION FOR SAINSBURY Sainsbury maintain high quality of its services by keeping up high quality product at a fair price, through well-kept rooms with an attractive appearance to fast service and a friendly staff. Sainsbury ensures that all suppliers have been evaluated by Quality Attribute System (QAS) in order to provide quality product to the customer. It has different prices which are suited to different kinds of customer. Through the execution of high quality product Sainsbury has high price. However to adjust to the needs of less wealthy clients it also offers a wide selection of basic product at a low price. Sainsbury speed is moderately-high. Sainsbury team is trying to reduce queues through recent introduction of basket tills, self-checkouts as well as introduction of newest scan and pack system. Sainsbury also offers home delivery which can be obtained the very next day. Dependability is keeping a word to customers. Sainsbury provides customers quality product at a fair prices, fulfilling custom er expectation for fresh, safe, healthy and tasty food. Sainsbury respects environment by using environmentally friendly packaging. Queuing time is reasonable and deliveries are on time. Online Shopping at Sainsburys is also a great advantage. All the above provide a  high level of dependability  and are the reason why the Sainsburys brand remains on the market for 141 years, and this makes the Sainsbury differs from its competitors. Sainsbury started a new range taste the difference that aims to provide consumers desire to treat themselves at home, rather than spending money in buying expensive takeaways or eating outside. Sainsburys continuously investing in their clothing and home decor items to accelerate the growth in non-food sector so that they can reach to more customers so as to increase its market share and sales. (Euro monitor) Sainsburys continued launching innovate products, 1% fat milk was launched which was consumed by 2.5 million households due to which its sales for basics were up by 60%. (Euro monitor) QUESTION 2 Critically evaluating value proposition of Sainsburys VALUE PROPOSITION Sainsbury supermarkets follow the mission of being the customers first choice by its service and quality. Through the method of working simpler, together and faster it delivers an outstanding good service and quality. Sainsbury accelerating its growth in non-food sector so as to reach more customers. Online facility provides its customers to shop online for non-food items also. The company has a solid brand value although discriminating competitive advantage is clearly missing. From a customer point of view it is difficult to slot them in a specific category. The company is not able to create a good market which will make them distinguish from other supermarkets with concerns to price, quality, customer service and access to variety or inventory. Sainsburys was critized by the city for allowing Tesco in getting ahead in the market in terms of customer service, loyalty and price competitiveness. Sainsburys was also criminated for not promoting itself up to its standards and also running the same type of initiatives which was running by Tesco. So the Sainsbury has failed to promote its products and services. In the process to reconstruct its mission, company has changed its marketing strategy and sold successfully the home based products in the chain of UK market and its business in Egypt. This changes the company to focus on food retailing and related activities. Sainsbury maintains 100% service level as the online business is growing rapidly. Even so, there are some issue that need to be developed for example; delivering orders in full and on time. The online business is developing at a rapid speed gaining growth in overall market. During hectic periods picking large orders from stores could become an issue. (http://www.oracle.com/us/corporate/analystreports/corporate/ovum-sainsbury-cs-170835.pdf) MARKETING MIX The marketing mix used by Sainsbury to gain its competitive advantage in its retailing sector -. Product Sainsburys mainly focused in developing new product and its food quality which will be healthier to the customers. It provides more than 350 variety range of foods product which is produced to protect its natural flavour and taste of the product. Currently it has achieved to developed more than 600 organic lines to provide best range of food and major growth in groceries, bakery, and frozen foods. It has also launched a product called Blue carrot Calf known for the clear labelling of kid products which mention clear details of the products. The Sainsburys continuously concentrating on development of its product by launching a new programme every year. Price Price is the important component of the marketing mix for Sainsburys. Now a day Sainsburys is presenting its customers in UK the value for money. A lot of investment is made in improving quality and productivity in order to reduce the overall cost. For the customers in UK Sainsbury is offering, exceptional value for the money and the aim of the company is to lead the quality and become the favoured in term for the customers all through the market. If the price is cut it is not easy to get back again to the previous level without dissatisfying the customer. This is not decent for the business. Hence in short term price gain the store will be less affected where as in long term it would gain less positive. Sainsbury implemented a new strategy value for money after realising its price war in the market. A lot of investment is made in improving quality and productivity what it provides and efficiency of its activity in order to reduce the overall cost. The purpose of implementing a new s trategy is to achieve trust and value from the customer and continue its leadership. Promotion    Sainsbury gain to build up its solid brand image among the customers through various promotions. It mainly focuses on its own brand rather than the promoting other brands which they sell in the stores to form the greater wealth by its overall retail brand. Sainsbury uses different media for its promotion whereas TV, radio and advertising in cinemas to grow the company image. Sales promotions, merchandising and packing are also the key element for the promotion of the Sainsbury. Sainsbury launched Nectar Card as a main weapon for its promotion. This card is free for customers and gives discount points if customer used it in store at the time of shopping. Many other retailers are also using same type of promotions by issuing the card to customers and giving them free points for their money as these free points can be used automatically for discounts. Sainsbury store staff wears named T-shirt of the supermarket to defer as a worker to serve people. Place As per the Sainsbury it has 872 stores across UK whereas 837 super markets and 335 convenience stores. Various set up of stores are established across the country according to the needs and satisfaction of the customers and area. Sum stores are opened 24 hours a day for the satisfaction of the customers. Sainsbury is making large chain stores in different locations to create a world class distribution of groceries and work more effectively. Conclusion- Here we can see that Sainsbury always use the market mix to develop and implement its strategies by using the market mix. It satisfies the customers by improving the strategies which meet the needs of the customer. It always research on the market to know the interest of a customer who is able to buy its products. It continues to implement the market segmentation to develop its business strategies which shows the development of a business. Sainsbury use the market segmentation to display large variety of products and sell to deferent groups and to achieve large amount of sales overall. It offers a large number of products in a convenient location and opens the store for long hours. It also encourages the customers by easy cash options through debit card and credit card. It also offers the cash back facility to the customers on their purchases.   http://katamaneni12.blogspot.com/2010/09/macro-environment-and-marketing-mix.html Competitor Analysis TESCO- Competitor Company Profile Tesco is started by Jack Cohen in 1919. Tesco is biggest food retailer in the world, having 2318 stores and giving employment to more than 470000 people who serve millions of customer around the world. Tesco has a largest market in UK, where it operates under signs of Extra, Superstore, Metro and Express. Tesco offers more than 40000 products to customers including clothing and other non-food lines. Tesco vs. Sainsburys TESCO MISSION TESCO is to provide superior technical representation and to add value to a focused group of leading-edge, corporations by offering synergistic, valuable and highly innovate solutions for our customer design, procurement and manufacturing needs with continuous improvement of our quality, service and productivity to a completive advantage. TESCO VISSION What sets TESCO apart from other distributors is our commitment to customers success, by bringing an in-depth knowledge of their technology and the value added services needed to truly support the customer. The result is cost-efficient, rapidly delivered technical superior products that the customers take pride in. (http://www.tescoinc.co.kr/tesco/ecompany1.php) MISSION STATEMENT Sainsburys mission statement Our mission is to be the consumers first choice for food, delivering products of outstanding quality and great service at a competitive cost through working faster, simpler and together. Source: Sainsbury Web site Sainsburys companys vision for growth Sainsbury plcs present focus is to improve the performance of the core UK supermarket chain. Whilst doing so we will continue to explore and develop growth opportunities in other markets. Through implementing Managing for Value we will stretch our ambitions and challenge the conventional wisdom within the Company, thereby unlocking our potential and delivering value. Source: Sainsbury Web site DIFFERENCE STRATEGIES SAINSBURY STRATEGY: Sainsbury aims to provide quality products and good service at a competitive price through working faster, simpler, together and aimed to be the consumer first choice for food. Through a balance in sales growth, reduction cost and on-going margin improvements, Sainsbury look forward to progress growth. The company is dedicated to achieving industry leading margins within a dynamic, competitive market and to delivering strong double digit necessary profit growth in each year of its business programme. TESCO STRATEGY: Tesco has made a good progress with its strategy which consists of five elements reflecting its four established areas of motivation and Tescos long term promises on environment and community. The ideas of the strategy are: To be a successful international retailer To develop the core UK business To be as strong in non-food as in food. To develop retailing services such as Tesco Personal Finance, Telecoms and Tesco.com To put community at the heart of what we do. The market share of Tesco is 31.6% in the retail market and they also capture 50% of the grocery market share while Sainsbury has 16% and 22% of the market share respectively. Tesco sells massive products range and buy in big volume and sell it in cheap while Sainsbury buys product that are popular and their own branded product. 1/3 of the retail market is acquired by Tesco but Sainsbury is enabling to have this power. Tesco achieved its success by selling varieties of products; it is located within UK as well as overseas, they target every people. With this strategy Sainsburys have a difficult to keep up with Tesco. Sainsburys generally attract the middle class people with low class prices whereas Tesco attract all kind of people from all classes. Sainsburys is more concerned about the quality of the food they provide their customers while Tesco is concerned about reducing prices to attract their customers. Tescos main advertising approach is money saving Every little help and Sainsburys Taste the difference however during the crisis time they are one of the same. Sainsburys slip its second position in 2008, losing to Asda. Leader Tesco enlarged its market share in the year, moving ahead of Sainsburys. Sainsburys has less variety of non-food items as compared to Tesco. At the end of the evaluation period, non-food items were the reason for growth for the major supermarkets. ( http://www.oracle.com/us/corporate/analystreports/corporate/ovum-sainsbury-cs-170835.pdf) MANAGEMENT Sainsbury CEO Justin king has done a great job in strengthening the brand, improved turnover at a rate of 5.5% a year and profit increases by 6.7%. king main focus was on UK store expansion rather than overseas and total number of store has been increased from 583 in 2004 to 827 today. Tesco CEO Sir Terry Leahy has different approach as compare to Sainsburys CEO Justin King. In his fourteen year term he has heavily invested in overseas expansion. In 1999, within UK Tesco generated 90% of its turnover and now its less than 70%. GROWTH POTENTIAL Tesco has its setups in 14 countries but that doesnt mean Sainsburys lack growth opportunities. Sainsburys results in past years in the proof of this and continuing achieving high growth rate without international expansions. To exist in this competitive market Sainsburys has done well by opening new stores across UK, adding new non-food products and banking services to existing stores. Tesco on the other hand, have more growth opportunities in Asia and other countries. Tesco is a big player than Sainsburys, for example: if we compare past twelve months results Tesco has  £56.9 billion turnover versus Sainsburys  £19.9 billion. (http://www.fool.co.uk/news/investing/company-comment/2010/07/16/a-foolish-fracas-sainsbury-vs-tesco.aspx) CUSTOMER OUTCOME AND EXPECTATION f Brand image and relationship building in a business to company market depends on how well company satisfies its customers. Sainsbury keep high quality of its services by providing high quality products to customers at a fair price. It has different prices which are suited to different kinds of customer. It provide basic product at low price to customer with low income. Sainsbury want to make it easier for customer to shop ethically and sustainably so they making every effort to live up to their expectations. Therefore from the above model, which explains between the company service and quality Sainsbury can be placed into high quality as well as service offered by the company and received by customers. Question 3 http://www.universityessays.com/example-essays/global-markets-sainsburys.php Mission statement serves a dual purpose by helping employees to remain dedicated on jobs as well as boosting them to find innovative ways of achieving company objectives so that productivity can be increased. It is common that large companies spend years and millions of dollars developing and refining their mission statement. NEW MISSION STATEMENT OF SAINSBURYS To become the UK best retailer company and earn customer lifetime reliability. NEW VISSION STATEMENT OF SAINSBURYS NEW VALUE PROPOSITION Source: Barnes, C. et. al., 2009 Creating and Delivering your value proposition p 31 Market: Sainsbury already caters to the middle class customers by providing products at affordable prices, but since Sainsbury maintains high quality amongst its products, the cost somewhat becomes high (in a comparative sense to its competitors). Sainsbury needs to provide these products at a more reasonable price to cater to the working class as well and thereby expand its existing customer base. Value experience: Benefits should include high quality at reasonable price. To reduce the travel costs Sainsbury needs to focus on locations of its stores so that they are effortlessly within the reach of its customers. Online sales should also be made easy. Complaints should be minimised by providing a good after sales service and monitoring customer feedback. Offerings: Place should include a focus on central locations. Product should include highest possible quality at affordable prices, new and innovative products could also be introduced to increase sales. Since the financial downturn of 2008 had drastic effects on the economy, consumers are trying to save as much as possible hence Sainsbury needs to keep the prices of its products as low as possible. Promotion should involve promotion of sales through discount vouchers or limited offers (e.g. buy 2 get 1 free) and continuous advertising through all available media types. Benefits: products need to be provided at the lowest possible price maintaining high quality. Constant customer feedback should be facilitated in order to keep track of its customers satisfaction. Alternatives and differentiation: Since Sainsbury focuses on quality more than the price of its products. The quality of Sainsburys products is higher than most of its competitors, but this phenomenon is not the same when it comes to price. Sainsbury needs to balance between its price and quality since its competitors such as Tesco are providing products at a lower price that is offered by Sainsbury. Proof: IMPLEMENTATION PLAN By using Ansoff Matrix tool for strategic marketing planning help to improve the position of J. Sainsbury. It accelerate to do best strategic direction depending upon the need/desire to penetrate existing or new markets with existing or new products. (http://www.emp.ac.uk/linspdfs/marketi2.pdf) If Sainsbury need to reconstruct their values, strengths and beliefs they need to split up their position in the existing market. They facing extreme competition in the real market they must innovate and improvise in new markets with their existing product offering. Partnership is a necessity in the domestic market since this is the basis of the business and its primary values. It will help the Sainsbury to rebuild its image and the connection with existing customer by confirming them the best quality, best product offers at competitive pricing. Sainsburys need to improve in its Information Technology system so that information can be processed faster and stocks can be reloaded at a faster pace. The shelfs are always stocked well and the customers keep getting informed about the available varieties. All these hard work make the shopping experience enjoyable and satisfying for the customers. As the world faced recession almost globally, Sainsbury should avoid price related conflicts and must follow specific price strategy. Since customer will not be willing to pay high prices even for the best quality products hence low pricing should be planned for the quality product. Identify problems and in time solving them as quickly as possible so that they build strong communication at every step of the channel. To introduce some products this will give a comparative advantage over their rivals. Sainsbury should open local stores in the city rather than on the outskirts of the city. Customer generally chooses to purchase in local shop rather than supermarkets to save time and money. Introduction of pay point or post office to the store would be a good idea to attract customers. The customer immediately after purchase can pay their bills without wasting time to reach these places elsewhere in the city. Sainsburys need to increase its online shopping service in non-food items, so that customer can shop online more comfortably. I would recommend Sainsburys to deliver every little helps to make it a healthier place for shop. Use simple processes so that shopping is better for customers, simpler for staff and cheaper for Sainsburys.

The Dilemmas of Conscience in The Crucible Essay -- The Crucible Moral

The Dilemmas of Conscience in The Crucible The play "The Crucible" was written by Arthur Miller written 1950's but was first performed in 1953. It is set in Salem, Massachusetts in the spring of 1692 and is about a small community torn apart due to accusations of witchcraft. In this essay I am going to write about the affect that conscience has on peoples' minds and decisions. Miller once said "Now I wanted to move closer to a conscious hero". By this he meant after his last play he wanted to move closer to a character that was aware of what he has done i.e. sins and that he becomes a hero for it. I will analyze John Proctor, Reverend John Hale and Goodwife Elizabeth Proctor because these three all have their own moral struggle due to the witch-hunts. Arthur Miller has based his drama on a true story, which happened in Salem in 1692. The names of the characters he used were actually the people involved. He found out their names from his visit to Salem to look at the court records. He had changed their characters slightly i.e. making Abigail Williams older. Also at the time of him writing the play there were the McCarthy witch hunts for communists, which as a writer miller himself was thought to be communist. He was interrogated by the government and was under pressure to name names and confess just as John Proctor was, so Miller can relate to Proctor's situation. The first person I am going to analyze from the play is John Proctor. He is the central character and the "conscious hero" Miller was referring to. He is a farmer in Salem and is in his middle thirties with a wife and three sons. He is "even tempered" and has a very dark secret, his infidelity with Abigail Williams, "before you go... ... are faced by each of the characters I have studied. There are other characters beside the ones I have studied that face a battle with their conscience. These people are Mary Warren and Danforth. Danforth faces a struggle with his conscience as he has to make the decisions of who dies and who lives and each death is on his conscience for the rest of his life. Miller wanted a conscious hero central to his drama because he thought that it related to his own life and the events going on around him at the time There are a few people in The Crucible that appear to have no conscience at all. These people are Abigail and The Putnams. Deep down I think the play The Crucible is all about the battles people face with their conscience and the different ways in which people deal with it. It is the central story line, upon which the entire play is based around. The Dilemmas of Conscience in The Crucible Essay -- The Crucible Moral The Dilemmas of Conscience in The Crucible The play "The Crucible" was written by Arthur Miller written 1950's but was first performed in 1953. It is set in Salem, Massachusetts in the spring of 1692 and is about a small community torn apart due to accusations of witchcraft. In this essay I am going to write about the affect that conscience has on peoples' minds and decisions. Miller once said "Now I wanted to move closer to a conscious hero". By this he meant after his last play he wanted to move closer to a character that was aware of what he has done i.e. sins and that he becomes a hero for it. I will analyze John Proctor, Reverend John Hale and Goodwife Elizabeth Proctor because these three all have their own moral struggle due to the witch-hunts. Arthur Miller has based his drama on a true story, which happened in Salem in 1692. The names of the characters he used were actually the people involved. He found out their names from his visit to Salem to look at the court records. He had changed their characters slightly i.e. making Abigail Williams older. Also at the time of him writing the play there were the McCarthy witch hunts for communists, which as a writer miller himself was thought to be communist. He was interrogated by the government and was under pressure to name names and confess just as John Proctor was, so Miller can relate to Proctor's situation. The first person I am going to analyze from the play is John Proctor. He is the central character and the "conscious hero" Miller was referring to. He is a farmer in Salem and is in his middle thirties with a wife and three sons. He is "even tempered" and has a very dark secret, his infidelity with Abigail Williams, "before you go... ... are faced by each of the characters I have studied. There are other characters beside the ones I have studied that face a battle with their conscience. These people are Mary Warren and Danforth. Danforth faces a struggle with his conscience as he has to make the decisions of who dies and who lives and each death is on his conscience for the rest of his life. Miller wanted a conscious hero central to his drama because he thought that it related to his own life and the events going on around him at the time There are a few people in The Crucible that appear to have no conscience at all. These people are Abigail and The Putnams. Deep down I think the play The Crucible is all about the battles people face with their conscience and the different ways in which people deal with it. It is the central story line, upon which the entire play is based around.