Marketing Research- Starbucks vs. Coffee Beans Essay

Market segmentation is defined as the process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix (Schiffman, Bednall, Cowley, O’Cass, Watson and Kanuk, 2001). Different companies have different abilities that enable them to serve their target market better, which is why some companies choose to focus much of their attention to specific segments. Starbucks primarily chooses to focus on the demographics, psychographics and lifestyle of their customers. It is with the information gathered regarding these segments that Starbucks can better serve its customers. Demographics are things such as age, sex, marital status, education, occupation and income. Starbucks targets both males and females, mainly 18-30 year olds, but really does cater for everybody’s needs. And because young children don’t usually drink coffee, Starbucks offers a range of non-coffee beverages to cater for the whole family. Hanging out in Starbucks gives the impression of being very with it and most of the people you see sitting in the stores exude a certain coolness and give off the image of having some sort of social status, with lots of money to spare. Starbucks customers are mainly in their final years of high school, in university or just starting to work. But whatever it is, they all have had a good education, and if they do have a job, it almost certainly includes a big income as well. Demographics help to locate a target market and this information is often the most accessible and cost effective way to identify a target market (Schiffman et al, 2001). Even though factors such as personality and behaviour are often first used to define a market segment, the consumer’s demographic characteristics must be known in order to assess the size of the target market and to reach it efficiently (Schiffman et al, 2001). Psychographics are based on the consumer’s activities, interests and opinions, so it’s basically how they spend their time, what their preferences and priorities are and how they feel about events and issues. Psychographic research is closely related to psychological research, and  especially when it comes to personality and attitude measurement. This form of applied consumer research has proved to be a valuable marketing tool that helps identify consumer segments that are likely to be responsive to specific marketing messages (Schiffman et al, 2001). Starbucks is very heavily involved in charity and the arts, and is making significant efforts to be a socially and environmentally responsible company. For example, Starbucks actively participates in AIDS benefits, and for every city that has a store, Starbucks sets up at least one shelter for the underprivileged children and donates money as well. By participating in various different positive causes and events, Starbucks gains a lot of favourable exposure. Starbucks has sponsored the Special Olympics, the hip Lilith Fair music festival, the Chicago Jazz Festival, the International Film Festival in Washington DC and the Museum of Contemporary Art in LA. Just by looking at these examples, we can see that Starbucks aims to target and reach people who are generous and charitable, as well as people who like to have fun and enjoy the creative and entertaining side of life. Starbucks also has a strong commitment to the environment and the company’s policy to recycle and conserve wherever possible is exemplified by the 10% discount it provides to customers who reduce waste by using their own mugs or refillable coffee bags. Starbucks offers these discounts to help stimulate environmental responsibility amongst its customers. As Starbucks grows and reaches new markets, the company has made a commitment to continue to be a strong supporter of non-profit organisations and events in all communities. Consumer research has found evidence that within each of the social classes there is a constellation of specific lifestyle factors (shared beliefs, attitudes, activities and behaviours) that tend to distinguish the members of each class from the members of each class from the members of all other social classes (Schiffman et al, 2001). Starbucks sells a lifestyle, to both customers and employees, and has followed the successful examples of other big corporations such as Coke, Nike and Sony by linking its brand with all things â€Å"cool† and â€Å"in†. Starbucks has created a style and ambience that has infused a certain new  chic and appeal into coffee, an age-old beverage, making it the hippest drink of today. Starbucks chooses to associate itself with all things bustling, active and vigourous. That is why locations of all the stores are carefully selected for convenience and Starbucks specifically targets places that are heavy with pedestrian street traffic. Some of the places that you would find a Starbucks, either in the form of a large store or a just a small kiosk (both ideal for just popping in for a quick take away coffee or for a nice light lunch break) would be at shopping centres, airport terminals and supermarket foyers, which are all places that are always hectic and filled to the brim with people who have busy lifestyles and are always on the go. Starbucks competes directly against specialty coffees sold at retail through supermarkets, specialty retails, and a growing number of other specialty coffee stores. In addition, Starbucks competes for whole bean coffee sales with franchise operators and independent specialty coffee stores. In virtually every major metropolitan area were Starbucks operates and expects to expand there are local or regional competitors with substantial market presence in the specialty coffee business. But Starbucks’ biggest competitor in the coffee industry is the Coffee Bean. Coffee Bean was started by Herbert B. Hyman in 1963 in California and became the pioneers in retailing whole bean coffee and loose tea leaves. Coffee Bean are the oldest importers, roasters and multi retailers of specialty coffee and tea in the United States. Like Starbucks, Coffee Bean offers a diverse range of original coffee, ice blends and roast styles as well as four varieties of daily brews including flavoured pre-ground coffee. Another similarity with Starbucks is that Coffee Bean also has a large offering of food and beverages that appeal to all age groups from all walks of life. In terms of needs, motivation and personality, Coffee Bean is all about building meaningful and respectful relationships with customers by finding or concocting a flavour for them. Coffee Bean will also toast your bagels, heat your pastries and personalise and custom make the drink or blend just  the way you would like it. With perception, Coffee Bean is a big believer in teamwork (just like Starbucks) as they feel that success is achieved by working together. Coffee Bean staff are friendly, and maintain amicable relationships between customers and each other. The employees have respect for each other’s values, opinions and individual personalities and are honest and truthful to themselves and each other. Another similarity with Starbucks is that Coffee Bean is actively involved with helping communities and make it their mission to develop the most complete community based programs around. As well as donating gift baskets, gift certificates, coupons, coffees and teas, Coffee Bean will gladly consider a donation to any organisation for various charitable events that directly benefit local community programs and local schools. Due to the phenomenal growth of the international coffee market, Coffee Bean has decided to solely concentrate on international franchises at the moment. Unlike Starbucks, who have a target mass market being the United States, most of the Coffee Bean outlets are in Asia (Malaysia, Singapore, Brunei, Taiwan etc.) and the Middle East (Israel, United Arab Emirates, Dubai etc.) Unlike Coffee Bean, Starbucks does not personalise their coffees or have different products to suit different countries’ tastes. Coffee Bean offers more food meals (pastas, soups,) and not only light meals (sandwiches, pastries, desserts) like Starbucks. Starbucks allows other distributors to sell its coffee, but Coffee Bean does not and Starbucks is affiliated with things such as the Herald Sun Newspaper and Hear Music. And the main advantage that Starbucks has over Coffee Bean is it’s effective use of celebrity appeal, which is a form of reference group

Evolution Of Outdoor Advertising In Nigeria

Advertising or advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor (Wayne et al. , 2008). Long before America was colonized, commerce flourished in the Old World where various methods were used to promote trade.Notice boards placed outside houses indicated what could be had within. Wine cellars gave free samples in the streets. And actors paraded in the streets attempting to entice onlookers into theatres. The idea of commerce is very old indeed, and the means of inducing others into exchange relationships was not far behind in its development. (Advertising and Society Review) As we have seen, an advertis ement can be very simple, and simple advertising, eg for events, has been around for as long as people have been trying to make money out of attracting a wider public.Posters announcing an event were probably the first form of advertising, and these date back to gladiatorial contests in Ancient Rome. The first advertisements, however, which fit our full definition of advertising (ie paid for, occupying space in a media form) appear in newspapers in the seventeenth century. These tended to be straightforward statements of fact, without any fancy typesetting or illustrations, and were often indistinguishable from the news stories around them.As the eighteenth century wore on, the Industrial Revolution gathered pace, and consumer goods became more sophisticated, manufacturers began to recognize that they needed to create a need for their products. Many items were new to consumers, or were new variations. Josiah Wedgewood, who manufactured pottery in England in the second half of the se venteenth century, was particularly good at creating new markets for his wares through advertising.He brought cups and plates into the budget and households of middle class families – a much larger market than the wealthy aristocratic households who had previously been the only purchasers of dinner sets. The nineteenth century saw the skills of the advertiser come to the forefront, as ads began to mix images and words, and adopt the techniques of language and layout that we are familiar with today. With the proliferation of goods and services in this century, it became recognised that advertising was an important part of business, and should be dealt with by experts in the field.Most of the advertising agencies that dominate the global markets today were founded in the latter part of the nineteenth century. During the early part of the twentieth century, governments began to recognise the power of advertising to get their message across to their ‘consumers' (ie their ci tizens). This was particularly apparent during the First World War, when advertising was used to enlist soldiers and enforce government policies. (http://www. mediaknowall. com/gcse/advertising/advertising.Advertising in Nigeria Advertising in Nigeria could be said to have started officially with Rev. Henry Townsend's Newspaper called Iwe Iroyin in 1859. This particular newspaper carried advertisements on births and other social events. However, professional advertising is often said to have started in 1928 with the birth of West African Publicity Limited. Derived from UAC, it was established to cater for the needs of the colonial masters in Nigeria and West Africa.This company later became an advertising agency in 1929 named Lintas with two other subsidiaries namely Afromedia, the outdoor medium and Pearl/Dean, the cinema arm. In the 1950's new advertising agencies emerged. The medium of advertising was in its infancy in those days Federal Government owned National Broadcasting Cor poration (NBC) where he only television stations that operated in the four regions of East, West, North and later Midwest. With the increase in practitioners, an agency regulatory body had to be formed to standardize their practices.A meeting of the agencies held at Ebute Metta, Lagos in 1971 was to metamorphose into Association of Advertising Practitioners of Nigeria (AAPN) with the objective of protecting practitioners against unfavorable business. The association was later renamed Association of Advertising Agencies of Nigeria (AAAN) . The need to establish an institution Advertising Practitioners Council of Nigeria (APCON) by Decree 55 of 1988, later renamed Act 55 of 1988 by the civilian administration on November 1989, the first meeting of the association held somewhere in Ebute-meta, Lagos finally culminated to the birth of APCON.In the 1990's the sector came alive, it began to expand beyond advertising as full services public relation firms such as the Quadrant JSP and Quest were established. Also the era witnessed the mad rush of foreign affiliations. While some agencies sought this affiliation to help boost their human capital, others just joined the bandwagon just to feel among. Media Independent Practitioners Association of Nigeria (ADVAN), outdoor Advertising Association of Nigeria (OAAN) later emerged in 1928.Today, Nigerian advertising industry, is making efforts to ensure that they measured up to global industry practice. Affiliations also avails them of technical knowhow in the areas of creativity and training. The industry has grown to shooting their adverts locally and injecting a lot of local content in their campaigns the regulatory body of advertising, APCON, is living up to expectations by the measures put in place to sanitize the industry. Of note is professionalizing the practice to ensure that quacks are reduced if not flushed out completely.Again measures are adopted to ensure practitioners operate within set advertising standards. S ectional associations include Broadcasting Organisation of Nigeria (BON), Media Independent Practitioners Association of Nigeria (MIPAN), Advertisers Association of Nigeria (ADVAN), Newspapers proprietors Association of Nigeria (NPAN) and Outdoor Advertising Association of Nigeria (OAAN).OUTDOOR ADVERTISING IN NIGERIAOutdoor advertising in Nigeria has its humble beginning rooted in colonial history. Advertising development in Nigeria could be traced to about 1928 with the birth of West African Publicity Limited; a subsidiary of the United African Company (UAC). The company was set up to cater for the marketing activities of UAC in both Nigeria and other West African countries as at that time. The company was later to transform to a full-fledged advertising firm in 1929 and was named Lintas with two other subsidiaries, Afromedia, the outdoor medium and Pearl/Dean, the cinema arm.Then headed by expatriates, the companies were to enjoy a monopoly for a long time. It was not until 1950s when other advertising agencies started to emerge on the scene. Ogilvy, Benson and Martha (OBM) and Grant were later to join the fray to form the big three in the industry (Saleem et al. , 2010). In the 50s, other sizes of structures like 8 sheets, 1b sheet and few bulletin boards at Iddo were erected for such clients as Nigeria Tobacco company, Nigeria breweries and Langucy stores. The history of outdoor is the history of advertising in Nigeria.What has evolved into advertising practice today started formerly around 1928 with the establishment of a UAC subsidiary known as the West African Publicity, whose major activity was producing outdoor advertising for UK companies based in Nigeria. The business has since grown over the years to become a multibillion naira outfit (Tirmizi et al. , 2009). In 1957 all billboards on railway property was landed to MRS Freemont. Railways having set up an outdoor advertising department in 1956. In July 1958, Messrs J. W Mills, Chairman and Managing Director of Mills and Rockleys, a U. K based outdoor advertising company and Mr. G.C Campbell of Franco Signs Limited visited Ibadan, Kaduna and Enugu with the writer for on-the-spot assessment of the of the country’s potentials. A year later Afromedia Nigeria limited was registered precisely on the 28th October, 1959. West Africa publicity which was the first outdoor changed its name to Lintas Nigeria limited with the new management staff in Afromedia limited Mr. D. M. Casey. Outdoor started in earnest and then the first 40 sheet was erected at the junction of Apapa road and denfor street with number LA 1 and a 16 sheet board was erected on the wall of 4 custom sheet corner of phoenix lane numbered LA2.The Manager called M. D. Redman brought in Afromedia in about 1961. Proper documentation of all billboards giving such details as date of erection, landlord’s name, address of billboards, annual payable to landlord or local government council and campaign in 1963. Mr. Kelly of Afromedia commission media research, which result gave credence to the posters medium in Nigeria in terms of coverage during the same period.Mr.  Kelly spear-headed the development of outdoor industry by bringing clients that patronized outdoor intensively together to form an associate with the outdoors companies Afromedia and Railways with name as Outdoors Advertising Contractors of Nigeria (OACAN). However, during this period, there were other outdoors companies, like Railway Advertisement Service, Nigeria Advertising Service (NAS), Wilmer Publicity Gilbertson Advertising Limited, Nigeria Commercial and Industries Enterprise Publicity Associates of Nigeria limited. The first posters printing in Nigeria was done in 1962, by Afromedia.The company was late sold to the Nigeria Management Staff in March, 1974 (BECAME INDIGENISED). During the period, new outdoors advertisement structures were introduced. Sheet unit in 1979, Jewel machine 1989, Timed in 1990, Rooftop in 1990, Directional Street Signs in 1990. UAC West Africa publicity limited set up in 1928, around 1959 it was splinted into two – Afromedia and Lintas. Outdoor Advertisement Contractor of Nigeria came into being in 1954 and the name was changed to Outdoor Adversting Association of Nigeria (OAAN) in 1986 to reflect both in outlook and practice.Outdoors is the oldest advertising medium in Nigeria, though the print media was few years ahead of outdoors. Outdoor advertising however has witnessed its challenges over the years and in what looked like the major steps to address the problem facing the outdoor sub-sector of the advertising industry, stakeholders in the industry, including government, practitioners and advertisers have identify areas of conflict between practitioners and regulatory agencies.Among other things, there is a reviewed that outdoor advertising practice and regulatory environment in the country and charted the way forward for a thriving and mutually rewarding outdoo r advertising industry. Despite the challenges faced by the sector, there are over 165 outdoor firms still existing in the market, managing over 21,000 boards, pan-Nigeria (Latif and Abideen, 2011). The first act of billboard demolition took place during the Raji Rasaki military regime. This action marked the beginning of billboard extermination in the country. In 2006, there was massive demolition of billboards in Abuja.The exercise was aimed at sanitising the Federal Capital Territory (FCT), but the resultant effect was the agony it caused some outdoor agencies, some even filed for bankruptcy. In 2007, Lagos State Signage and Advertising Agency (LASAA) went on a crusade against billboards in the state (Saleem et al. , 2010). Today, out of home (outdoor) advertising has gone beyond rusty poles signage in Nigeria. The major turnaround featured segmented scrolling billboards, unipoles, ultra waves, crossway billboards (gantries) backlit, Hexa signs and the latest of them is the light emitting diodes LED screen billboards.These evolutionary billboards designs are meant to make the outdoor advertising functions more effective, less stressful yet delivering value for money (Latif and Abideen, 2011). These latest electronically controlled billboards could be managed from the agencies office without any stress. Another advantage and a delight to clients is that it could also be monitored by the clients from their offices removing the hassle of going to spy on a billboards post for monitoring. Just like other digital innovations, this one also comes with accuracy, ease, speed and trend.This new technology provides aerial beautification (Saleem et al. , 2010). Outdoor advertising has its challenges. Among these challenges are conflicting regulations and multiple taxation, huge debts and demolition of their billboards. In the face of all these, the practitioners are undaunted because outdoor advertising business is still booming in Nigeria. Issues in Outdoor Advertisin g in Nigeria Clients Indebtedness Regulatory Issues Technological Issue Clients Indebtedness.Clients’ indebtedness remains one of the issues that has plagued the outdoor advertising industry in Nigeria, according to a report by Bernard Okhakume in the business column of the Nations newspaper on the 10th of February, 2013, â€Å"Consequent upon their (Outdoor Advertising Agents) debt burden, some of these service providers have closed shop. Over 70% of them today are so heavily indebted they cannot run their offices. At the close of business year 2012, some of them simply disengaged their staff and opted for one-man show pending when situation improves.The situation tends to be as a result of the fact that clients can simply take their wares to other practitioners after being indebted to one agency. However a strong association between practitioners can help to reduce this, In India, the Indian Outdoor Advertising Association is so strong; it clearly states its membership is well over 78% of outdoor corporate service providers in the country. For a country almost the size of a continent, such achievement is highly commendable. Its size enables the association so much power to establish and enforce practice rules, code and ethics.The members are sure to be protected against system abuse. It is not unlikely that clients do owe outdoor agencies in India, but for a scenario such as prevalent in our local market to play out there, is certainly not permissible (http://thenationonlineng. net/new/againoutdoor-advertising-clients-indebtedness/). Regulatory Issues Outdoor advertising regulation has a long-standing tradition of controversy (Charles R. Taylor and John c. Taylor, Journal of public policy& marketing (http://www. jstor. org/stable/30000175). The need to curb haphazard and chaotic outdoors practice in the country led to the emergence of Regulatory bodies.However Practitioners have continued to complain over this â€Å"Strangulation† as some refe rred to it. APCON chairman, Mr. Lolu Akinwumi, at the 2012 edition of the annual advertising forum organised by the Advertising Practitioners Council of Nigeria (APCON) under the theme, ‘Outdoor Advertising Regulation and Control in Nigeria’. said the out-of-home is a major component of advertising practice, which in recent years had suffered some decline, especially as a result of different regulatory regimes, resulting in high costs of operations for practitioners.However, observers have noted that the regulation of outdoor agencies by the government is not a one sided coin, â€Å"The effort to check the indiscriminate deployment of outdoor posters, banners, signs and billboards across the state is finally paying off, for example a drive through Lagos state will see an array of safely and beautifully positioned Boards, it’s almost as if you are in a Western Country†, said Omoba Segun Adewale of Proview Advertising agency.In Nigeria, following the establi shment of The Lagos State Signage and Advertisement Agency as established by the Lagos State Structures for Signage and Advertisement Agency Law, 2006 and the Amendment thereto a body that is responsible for regulating and controlling outdoor advertising and signage displays in Lagos State (http://www. lasaa. com/who-we-are/#sthash. bTsdXaKf. dpuf). Several states are beginning to establish state regulatory agencies to help manage an industry that either to as been a â€Å"free for all affair†.Technological Issue Practitioners in developed economies such as South Africa, United Kingdom and the United States of America (to mention a few), the challenging issues are not indebtedness and member business shut down due to clients’ indebtedness. Practitioners in those economies are now focused on innovative creativity. They are rather challenged by issues such as technological advancement in outdoor advertising practice, research and strategic planning and global innovativen ess (not begging to be paid for job done three years back).In Nigeria, aside from Lagos state that is always on its toes to keep up with modern technology in the field of outdoor advertising, practitioners are still battling with technology in Nigeria, some have attributed this to the cost of having technology especially when clients are not willing to pay the appropriate fee. Despite all the issues raised however, it is interesting to note that over 165 outdoor firms still existed in the market, managing over 21,000 boards, pan-Nigeria ( http://www. thisdaylive. com/articles/charting-the-future-of-outdoor-advertising/120264/).HISTORICAL PERSPECTIVE OF OUTDOOR ADVERTISINGHumans have been creating wall art since the time we lived in caves. What the wall art was used for, and at what point it crossed from artistic display to marketing for a business is an interesting question. During the time of the ancient Egyptians the government was using images carved into stones to post the laws and regulations of the land. This carving into stones may, in a way, have been the oldest form of outdoor advertising (Mick, 1986). The modern-day billboard advertising approach can trace its roots to lithography, which was an invention of the late 1790s.The genius of this invention is that it made it possible to mass produce as many posters and announcements as a business needed. There was one major limitation to the outdoor billboards being produced at the time, and that was the quality of the posters; they did not stand up when exposed to the elements for prolonged periods of time. The circuses were one of the first businesses to profit from this new form of mass marketing, and so outdoor advertising underwent a major innovation which brought us the modern billboard advertising that we know today.The earliest use of the billboard by the circuses dates back to 1835. Prior to the invention of lithography, billboard copy could only be produced on a very small scale which made it sig nificantly less effective as a marketing tool than it is today (Koc, 2002). The true test of a new product is how well it holds up after being introduced to the market for the first time. Several prominent forms of advertising have come into the advertising world and created whole new marketplaces without rendering the traditional outdoor billboard obsolete.It’s a true sign that traditional outdoor billboards are here to stay. Despite the rise of radio, television and internet advertising, the outdoor advertising industry remains stronger than ever. The modern-day billboard, like the outdoor advertising industry as a whole, are a testament to how simple, sturdy, and flexible marketing solutions can endure despite rapid innovation in marketing campaign strategies and emerging technologies (Bittlingmayer, 2008).REGULATION OF OUTDOOR ADVERTISING IN NIGERIAAdvertising Practitioners Council of Nigeria (APCON), established by Act No. 93 of 1992 is the regulatory body of all adverti sing practitioners. However, Outdoor Advertising Agency Association of Nigeria (OAAN) was the regulatory body responsible for regulating outdoor advertising in Nigeria before the various State government took over with Lagos state pioneering this move with the establishment of LASAA. The pre-LASAA era saw Outdoor Advertising Association of Nigeria, OAAN, performing the dual roles of a regulator and a trade association.The OAAN era attracted more criticisms than accolades because of the unstructured environment and the manner in which operators went about business. It was an era when every tom, dick and harry could set up an outdoor advertising agency without due registration and process. In 2006 Lagos state set the pace with LASAA and other States followed in this line of action and introduced their state agencies to regulate and control the business.The states include Kano State, the state recruited the services of Chris Park Marketing Services (CPMS), Oyo State has the Oyo State S ignage and Advertisement Agency (OYSAA), in Ogun State, the Ogun State Signage and Advertising Agency (OGSAA) is doing the job while in Ekiti State, the Ekiti State Signage and Advertisement Agency (EKSAA) is responsible for the job in Rivers State its Rivers State Signage Agency while The Federal Capital Territory, Abuja, gave the responsibility to Afromedia, others are Cross river state sign board and signage agency (CRISSA), Kwara State Signage and Advertisement Agency (KWASAA), Anambra State Signage and Advertisement Agency (ANSAA), Bauchi State Signage and Advertisement Management Agency (BASSAMA), Kano State Signage and Advertisement Agency (KASAA), Ondo State Signage and Advertisement Agency (OSSAA) and Rivers State Signage Agency amongst others. While States like Anambra and Akwa Ibom states are on the verge of setting up and/or leasing the business to consultants.Ogun State attempted to adopt LASAA’s style but could not due to political reasons. Ekiti State, the EKSA A never found its footing due to lack of political will.The state government’s collaborative effort with LASAA collapsed because some stakeholders in Ekiti felt it was an imported idea. Oyo State is currently enjoying smooth services as OYSAA sanitisation exercise got little or no resistance. However, the Director General of OYSAA, Yinka Adepoju, has lamented operators and brand owners cooperation on the area of levy and dues remittance, which, he claimed, is not encouraging. Kano State took an extreme measure in its effort to enforce the new rules when CPMS in conjunction with the state’s Urban Planning & Development Authority pulled down over N300 million worth of billboards and hoardings. The regulation and control activities in the state became the most draconian.The pricing of billboards in the state by CPMS is said to be outrageous despite the fact that Kano is not a commercially viable city for advertisers compared to the situation in Lagos State. While stakehol ders have applaud the state government’s initiative to beautify and modernize the city, they have also decried the excessive rate and undue grandstanding of the concessionaire. Investigations showed that members of Outdoor Advertising Association of Nigeria (OAAN) are groaning over their inability to pay the new rate while advertisers are reluctant to accommodate new prices as budgets had already been planned before the new price regime in the state.The FCT, Abuja, is the new entrant into the outdoor advertising business and the intent of the FCT Administration is clear. For it, it is all about revenue and it has concluded plans to raise the sum of N3 billion from outdoor advertisements annually to augment its Internally Generated Revenue (IGR). The FCT Minister, Senator Bala Abdulkadir Muhammed, made this disclosure in Abuja during an interactive session with outdoor advertisement stakeholders, where it announced Afromedia as the concessionaire to the project. The Minister r estated that the FCT Administration is working towards avoiding visual assault and pollution caused by random advertisements and signages on the streets and neighbourhood of the 8000 square kilometers of the Federal Capital Territory.The state regulatory agencies often been referred as interventionist-agencies have the statutory obligations of regulating the practice of outdoor advertising in the country and are expected to enhance the beauty of the environment, which will serve as a big plus to aesthetics. The agencies have ensured that the stakes are higher now, promoting healthy competition and has tremendously repositioned the outdoor advertising industry. The stakes are higher now, unlike in the past, what we have now as billboards can compete favorably with others anywhere in the world. Besides, the environment is saner and cleaner, which serves as a major attraction to investors.As good as it all seems to have been since 2006 for the state government regulators some new chall enge continue to emerge and pose itself as a problem, it’s the issue of the Police, Military and other FG establishments in the state practicing outdoor by default by putting up illegal outdoor signage’s. The question out there is are there unwritten laws that permits these set of institutions to regulate and control the signage industry or is there a bill underway that will enable them to FASCINATING FACTS FROM THE EVOLUTION OF ADVERTISING INFORMATION ABOUT BILLBOARDS IN NIGERIA:Outdoor advertising is the oldest and most basic type of advertising.More people can view one particular billboard than AIT Television Station. The fact remains that the billboard must be located in a high traffic area.Billboards are viewed nearly 24 hours a day, 7 days a week by billions of different people.OAAA did a study in 1999 that says people glance at 70% of the billboards they pass. Of these billboards, 63% are actually read. Most other types of media cannot compare to this and that i s the fact. Reach Billboards in Lagos reaches 80% of all Lagos population.Television commercials (which ranks #1) reaches 85% of all Lagos population. Other type of Media.The average person must see a television commercial at least seven times before they actually remember viewing the commercial.Outdoor Advertising costs 80% less than television advertising, 60% less than newspaper ads, and 50% less than radio advertisements.Repetition is extremely helpful when you are trying to increase your product awareness, or when you simply want to get your message across to millions of people. This task can easily be accomplished with billboard campaigns.Outdoor advertising makes it extremely easy to target, or not to target, a specific market.Billboards are usually the final message we see right before we purchase an item. So why not direct everyone to your product? Driving Trends.People are spending more time in their vehicle than they do to read the paper and watch the news! For example, t he traffic in Lagos, Nigeria makes it possible for you to spend about six (6) hours on the road to work and back.OAAA did a study in 1999 that says people glance at 70% of the billboards they pass. Of these billboards, 63% are actually read.  · How do billboard rates compare to other types of advertising?Outdoor advertising has a lower cost per thousand (CPM) than any other type of advertising. Outdoor ads cost 80% less than television commercials, 60% less than newspaper ads, and 50% less than radio ads.Billboards have been rated higher than any other type of advertising for their ability to communicate ideas at the lowest possible prices.Outdoor advertising has a larger audience than any other type of advertising. Outdoor advertising is the only type of media that has constant exposure.No other type of advertising allows your message to be displayed 24 hours a day, seven days a week.Ads on billboards are free to consumers; you do not have to buy a magazine, cable television, or a newspaper to see your advertisement (http://victorariyibi. blogspot. com/2007_08_01_archive. html).Other facts about advertising:Advertising has existed as far back as 3000 BC!63% of consumers need to hear company claims 3-5 times before they actually believe it.You’re more likely to survive a plane crash than click a banner ad.The first newspaper ad was in 1650 to offer a reward for 12 stolen horses.The first professional advertising agency was launched in 1841 in Philly.Advertising first became an academic discipline in 1900 at Northwestern.Unilever & JWT first partnered in 1902, creating the longest relationship in advertising history.A baby formula brand was the first to sponsor a blimp (in 1902).The first ad agency to launch a product was JWT on behalf of P&G in 1911, for their product Crisco.  The first radio ad spot was offered in 1922: $100 for ten minutes  In 1929, Lucky Strike spent $12.3M on ads, the most in history to that point to promote just one product.à ‚  The first TV ad was for Bulova Clocks & reached 4000 TVs (http://blog. hubspot. com/the-history-of-advertising-war-for-consumer-attention-slideshare ).

A part of an author's life that heavily influenced their writing Essay

A part of an author's life that heavily influenced their writing - Essay Example Sylvia Plath was born in Boston, Massachusetts in 1932(â€Å"Sylvia Plath Biography,† 2011). Her early life was marred with tragedy when, at just eight years old, her father died(â€Å"Sylvia Plath Biography,† 2011). Plath’s experience with her father’s death influenced many of the poems that she wrote as both a child and an adult. It was due to this realism that she incorporated into her written works that an eight year old Plath received a measure of success when she had her first poem published in The Boston Herald(â€Å"Sylvia Plath Biography,† 2011). Her poems and stories are said to be primarily autobiographical which illustrates that Plath lived by the motto of writing what she knew. Perhaps the best example of Sylvia Plath’s writing being influenced by her own life can be found in her most famous work The Bell Jar. This novella is about a severely depressed woman who seeks help from a psychiatric hospital. The main character ends up being able to conquer her mental illness by the end of book and appears to go on to live a happy life(â€Å"Plath, Sylvia : The Bell Jar†). The book is said to be largely autobiographical and many of the experiences that the main character has in the book are similar to those experienced by Plath who attempted suicide in 1953 and received treatment at a hospital in Massachusetts(â€Å"Plath, Sylvia : The Bell Jar†). The main character deals with common treatments of the time such as electroshock therapy and psychoanalytic therapy which mirrors Plath’s ordeal at the hospital(â€Å"Plath, Sylvia : The Bell Jar†). Plath dealt with chronic mental illness, and it was her own life experiences that influe nced this particular book as well as her poetry. The happiness that the main character in The Bell Jar displays at the end is likely wishful thinking on Plath’s part as she

Rehabilitation Thesis Example | Topics and Well Written Essays - 1500 words

Rehabilitation - Thesis Example As instances of such failure are gradually becoming more conspicuous with the progress of time, opinions against rehabilitating criminals are coming up. The main point of argument may be stated as follows - if rehabilitation could have really been effective then there would not have been increase in the rate of crime across the nation. Such argument definitely has a strong foundation. A 2007 Reuters report specifies, since 2000 onwards, total number of prisoners in the United States has reached to the optimum level. The report announces, â€Å"The United States, which has the most prisoners of any country in the world, last year, recorded the largest increase in the number of people in prisons and jails since 2000 †¦. It said the nations prison and jail populations increased by more than 62,000 inmates, or 2.8 percent, to about 2,245,000 inmates in the 12-month period that ended on June 30, 2006. It was the biggest jump in numbers and percentage change in six years. Criminal ju stice experts have attributed the record U.S. prison population to tough sentencing laws, record numbers of drug offenders and high crimes rates.† (Vicini) If rehabilitation could have really been effective then there would not have been increasing rate of criminal activism and society would have experienced a far more stable condition. Failure of the process has made the whole system a subject of vigorous questioning whether rehabilitation process of criminal should be retained or it needs to be abolished immediately. Personally, I feel that rehabilitation is not, in any way, contributing towards changing the behavioral aspects of criminal, even after they undergo regular counseling process. There are certain reasons for me to pursue with such opinion. My basic argument concentrates on the issue regarding the use of a method if it fails to fulfill the purpose that it actually is designed to serve. It is becoming increasingly important for us to reach a specific

LANGUAGE, POWER & IDENTITY Essay Example | Topics and Well Written Essays - 1500 words - 3

LANGUAGE, POWER & IDENTITY - Essay Example Thus, becoming the language of International Business, Diplomacy and Science. It has indeed united world on a common platform, serving as the global language (NORTON, 2000). However, English is spoken and written differently by different people, all over the world. The fact that one language is diversified owes to the impact of minor ideological, social and linguistic differences among human societies and communities. Different societies and communities have their own â€Å"Standard English† which is dependent of their culture, accent, prestige and social status. Variants of such are reportedly observed and seen. National integrity and identity are the driving forces of such variants. This has led the world to move to the communication chaos, as one specific language same in context, accent and written format fails to exist. The curriculum for National Curriculum for English is in discussion and debate since the 1980’s (WARDHAUGH, 2002). Standard English is not "a language" in any meaningful sense (FAIRCLOUGH, 2001). It is not a style, accent, language or register but by many is proposed to be a dialect, which in more specific term is a variety of dialect more commonly used. There is no specific background or record of where it is from. Standard English is associated with authority, discipline and traditional, moral and social order. Standard English has colloquial as well as formal variants. Migration of communities, casts, race and societies changed the essence of the native English Language of the Britain. The Anglos, Saxons and Jutes are majorly responsible for one such variant. Thus, Standard English is taken to be the combination of different linguistic features of accent, style and arthrography of a culture and community promoting impact on the language. Natively, English is spoken in United States, Canada, South Africa, Australia

Virgin Atlantic A Premium Brand Essay Example | Topics and Well Written Essays - 2000 words

Virgin Atlantic A Premium Brand - Essay Example Premium Economy class offered by Virgin constitutes a major chunk of its business that provides larger seats, priority in baggage reclaim, a cabin-exclusive crew, dedicated check-in and more that distinguishes them from the other airliners. Over these years, the VA brand is recognised as one of the most reliable and consumer-friendly air carrier that people have been ready to pay premium on their air travel; however, post 2008 financial crisis has caused major upheavals in the aviation industry. In last couple of years, numerous mergers have taken place among the major airliners and that has posed a grave threat to the VA. It becomes utmost necessary that Virgin forms a suitable merger or a strategic partnership with some other large airlines to improve its competitive edge over its rivals. Introduction Virgin airlines (VA) began its operations a way back in 1984 with a single route to New York; however, expanding its operations ever since then, currently, the Virgin flies to more th an 30 destinations with total 38 aircrafts at its disposal. At the home turf, Virgin competes with British Airways (BA) and holds number two position right behind BA beating many US carriers in the process. Competing with BA at all major routes is a big feat indeed! The paper aims at identifying and analysing the competitive strategy that Virgin Atlantic has deployed all these years against the formidable airlines of the world. Virgin Atlantic's Mission Statement Virgin Atlantic's mission statement is "To grow a profitable airline, that people love to fly and where people love to work" (Strategy and Policy, 2012). Objectives VA’s long-term objective is to grow and expand into a profitable airline creating a strong brand name in the aviation industry. In a bid to fulfill these objectives, the company moved to Heathrow in 1991. Since then the company has been able to push through many routes and several markets. Creating Competitive Strategy Lomax and Raman (2006) define compet itive advantage as the means that are necessary for the company to outperform its rivals in terms of earning higher than average profits. Hooley et al. (2008) argue that a well-formulated marketing strategy should be in place based on the competitive environment in which the company operates. Product positioning or niche marketing can derive benefits to the company when harnessed strategically (Johnson, 2011). Virgin competes with British Airways, Continental, American Airlines, United and Delta on transatlantic routes; BA, Cathay Pacific, ANA, and JAL to the Far East; SAA and BA to South Africa. Virgin has instituted a two class system for its passengers: Economy class and Upper Class. Economy class is further segmented into Premium Economy and Economy Class. Virgin employs several marketing techniques using its distinct logo to market its products and services that include print media, electronic media, taxi sides, outdoor posters. The sole purpose is to increase the awareness amo ng consumers about its products and services and inform the people about new routes. During off seasons, tactical promotional schemes are offered to increase the occupancy rates in air routes. Direct mail is another method used to inform about the new offerings and services. Frequent flyer programmes are used to increase the loyalty among existing customers.

Questionnaires versus Interviews Assignment Example | Topics and Well Written Essays - 250 words

Questionnaires versus Interviews - Assignment Example Many researchers utilise these data collection methods in a similar manner as identified within the text. Many nurses rely on interviews because they can ascertain the respondent as the same person intended to be a participant within the research. In seeking to improve how research is undertaken within the nursing field, the principle of authenticity of the respondent remains significantly important (Beck, 2011). Getting a response from wrong participants could adversely affect the findings of a research. The application of questionnaires makes researches prone to such falsehoods. Individuals who may not be in a situation of answering the questions within the questionnaire could seek assistance from other individuals, who might provide their opinions and not the opinion of the participant. Researchers must ensure that such instances do not occur through providing a contact which participants can utilise in seeking assistance from the researcher. By offering assistance to the participants, the researcher can effectively enhance the findings of the research while maintaining authenticity of the respondents to

Diabetic Retinopathy Essay Example | Topics and Well Written Essays - 750 words

Diabetic Retinopathy - Essay Example Results from numerous clinical trials of laser photocoagulation and various other treatments and a good understanding of the pathogenesis would have a huge impact on blindness in the diabetic population. [PubMed - indexed for MEDLINE] The prevalence of retinopathy is strongly linked to the duration of diabetes. A stringent control of blood sugar levels delays the onset of diabetes. Vision loss with diabetic retinopathy may occur from several different mechanisms such as Macular oedema or ischemia which may impair central vision. Extensive studies have reported the cost effectiveness of screening for diabetic retinopathy as it saves vision at reduced costs. The cost of screening modalities depends largely on various factors such as trained professionals and accessibility of screening equipment. Current management of diabetic retinopathy includes systematic control of blood pressure and glucose levels, surgery including laser photocoagulation or pars plana vitrectomy; and currently developed pharmacologic interventions. Vitrectomy is capable of restoring useful vision to patients suffering from severe diabetic retinopathy and vitreous hemorrhage either with or without an accompanying traction retinal detachment. [PubMed - indexed for MEDLINE] Systemic Control: Development and progression of diabetic retinopathyis delayed by glycemic control. Laser photocoagulation, which represents the only treatment modality in large, controlled, prospective randomized, clinical trials, shows limited efficacy. Currently, new pharmacologic modalities now being evaluated show promise, but should undergo rigorous prospective randomized clinical trial in order to gain widespread acceptance. Intensive therapy brought down the risk of developing diabetic retinopathy by 76% and reduced the risk of progression of already existing retinopathy by 54%. Maintaining a strict and systematic control of blood pressure and glucose has proven to be difficult for many patients with diabetes. A good number of them will still develop progressive retinopathy and would require either vitrectomy or laser photocoagulation [PubMed - indexed for MEDLINE] Surgery: The latest in surgical techniques is the use of the "Pulse Electron Avalanche Knife" (PEAK-fc, Carl Zeiss Meditec, Jena, Germany) (British Journal of Ophthalmology 2007;91:949-954) which is a new pulsed electrosurgical device that helps in the precise "cold" traction- free tissue dissection. It is very useful in all complicated eye surgeries. For late stages of retinopathy, current laser or surgical treatments are applicable. It also includes proliferative diabetic retinopathy or sight-threatening ME. The study that was conducted proved that photocoagulation can reduce the risk of severe visual loss by about 50%. [PubMed - indexed for MEDLINE]In this process, laser photocoagulation leads to decreased oxygen levels by the retina due to the destruction of the photoreceptor. Anakinra, which is a drug used in arthritis has tested favorably for reducing blood sugar levels. Benfotiamine is a fat-soluble form of vitamin B1 has proved effective by reversing the damage done to the retina due to high blood sugar in the cells. Another surgical research is the

Role of Mentor in Evaluating Student Learning Essay

Role of Mentor in Evaluating Student Learning - Essay Example NMC (2008) emphasizes that qualified mentors are equipped with certain qualities which helps them to facilitate learning and assess students in practice settings. Some of these qualities as defined by Kerry and Mayes (1995) are: role modelling; nurturing attribute; capable of enhancing professional competencies of mentee; and building constructive relationship not only as teacher, friend or counsellor but as one of carer that is sustained over a period of time. The mentors exert extensive influence on the learners and often act as role models for them. Consequently, the moral responsibilities of mentor are significantly more pronounced. Most importantly, in the era of fast globalization, ethical considerations and moral obligations become critical factors in healthcare industry and effective mentoring helps to inculcate and promote ethics within their profession. As per NMC (2008), mentoring involves eight major roles as: preceptor; assessor; clinical educator; clinical supervision; clinical supervisor; Practice teacher; registrant, supervisor. Preceptor primarily has basic minimum qualification of atleast twelve months’ experience in the desired area.UK government provides the facility of preceptors to all new nurses to help them to become dedicated registrants. While assessor is equipped with necessary skills to assess students’ competencies, Clinical educators, clinical supervision and clinical supervisor help the nursing students to enhance their skills in clinical setting through effective feedback. Waskett (2010) believes that it helps the students to become confident and acquire skills that improve their performance. The rest of the roles of mentor differ with different areas in healthcare and medical environment. Hawkins and Shohet (2006) assert that supervisors as mentors are important as they help

Measurement of People Equity Essay Example | Topics and Well Written Essays - 750 words

Measurement of People Equity - Essay Example It has been viewed that the business organizations intend to invest substantial amount for managing human capital for the purpose of investing their valuable resources wisely. The different business organizations generally focus upon the aforesaid constituents of people equity in order to increase their operational standards as well as business performance by a significant level. In relation to assess people equity, a survey is often regarded to be a better tool for measuring people equity. This is due to the reasons that a survey is generally cost-effective to acquire information from the respondents relating to people equity and most importantly it facilitates to distinguish between high and low performances. Moreover, the tool of survey not only estimates the elements of people equity but also its drivers along with enablers. Additionally, one of the major advantages of using a survey tool in order to measure people equity is that it swiftly captures all the three valuable constit uents of people equity which ultimately assists the organizations to successfully measure their people equity. Conversely, there also lay certain significant drawbacks while using a survey tool to measure the constituents of people equity. The drawbacks include inflexibility, difficulty for the respondents to recall valuable information against any sort of controversial questions, probable chances of vagueness and misconceptions (Schiemann, n.d.). Determination of Employee Perception The aspect of employee perception is primarily considered to be an imperative feature which tends to make vast difference in maintaining the workplace quality. On the basis of the responses to the questionnaire relating to people equity, whether the â€Å"perception is reality† can be determined by taking into concern certain valuable conditions. In this similar context, whether the â€Å"perception is reality† can easily be determined if the personnel of a particular organization bear the appropriate behavior with the strategies of the organization and if the staff possess the talents as well as necessary information as well as resources to implement the organizational strategies. Moreover, whether the â€Å"perception is reality† can also be determined if the employees of the organization bear superior level of commitment along with involvement in completing their respective job tasks. There lie certain effective practices in order to handle employee perception when the concerns of the employees are not believed to be valid. In order to handle employee perception, the organizations should direct or administer their working personnel to possess the accurate behavior aligned with organizational strategies. Moreover, the organizations can handle the perception of the employees by providing effective training along with valuable information to the employees for the purpose of executing business strategies. In order to assure the concerns of the employees, the or ganizations might provide the disconfirming evidence that by not directing the employees to possess exact behavior aligned with organizational strategies, the organizations cannot invest their valuable resources wisely in relation to people equity (Mardiana, 2012). Priority of the Actions Relating to Public Equity In relation to people equity, the highest priority actions include the introduction as well as the development of human resource (HR) systems and formation of innovative technological advancements. Moreover, the other priority actions include organizing a sound organizational structure and effective leadership. These particular actions need to be executed by the business organization in order to diminish significant gaps in alignment and engagement of the employees. Moreover, apart from diminishing

Enhancing IEEE 802.11 Wireless Networks Essay Example for Free

Enhancing IEEE 802.11 Wireless Networks Essay Abstract   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The IEEE 802.11 standard for wireless network is a very important standard especially today that wireless technologies are very popular due to its effectiveness and usefulness. However, the standard supports the use of omni-directional antenna which radiates and receives signals in all directions that does not support spatial reuse and does not have high capacity and gain. Research studies show the benefits and advantages of using directional antennas instead of omni-directional antenna in wireless networks. Spatial reuse and high capacity are both very important especially today that the wireless networks are increasingly deployed due to the demand and needs of the users. But, as mentioned, IEEE 802.11 supports the utilisation of omni-directional antenna and not of directional antenna, thus to be able for directional antenna to be at its optimal use, the IEEE 802.11 protocols must be amended to be able to address problems associated with the use of directional antenna. Directional antenna or directivity of an antenna can be created using antenna elements that are combined to form an array. Smart antennas which are becoming popular today have achieved directivity due to the techniques employs with it. Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Due to technological development in data and telecommunications during the past years, the Institute of Electrical and Electronics Engineers (IEEE) of the United States developed standards and guidelines to ensure orderly transfer of information between two or more data communication systems using different equipment with different needs. Standards and protocols are useful in ensuring that equipments such as computers, mobile phones, and communication devices from different manufacturers and providers have established compatibility and interoperability.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   However, due to rapid technological development and introduction of newer technologies brought about by the increasing demands and needs of users, some standards are needed to be enhanced and improved. This is because as newer technologies are created, more and more data are needed to be transmitted requiring more capacity for the existing infrastructures. If standards and protocols are not improved, existing communication infrastructures will only have limited capacity causing serious problems such as interference and slow speed. People nowadays always demand for real-time communication of various data such as video, audio, pictures and multimedia. Background   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One of the most innovative technologies today has been the wireless communication technology. Wireless technology encompasses the use of television and radio, mobile phones, wireless internet connection and computing system which are all very important for communication needs, eliminating the need for cables and wires and making possible the communication even in the remotest areas as along as there is available signal. WLANs increased the degree of mobility which are not possible using the conventional local area networks. In mobile phone communication alone, development has been tremendous that from analogue to GSM, now comes the 3G and 4G mobile systems. In the internet technology, connections have developed from ISDN to dial-up to DSL and now Wireless LAN which is very popular today. Communication between computers and mobile phones are also now possible with the GPRS technology.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   These technologies are primarily intended for easy and real-time communication brought about by fast-paced lifestyle of people and also because of globalization. Mobile data and communications have become important for personal, professional, and business use. Because there are so many manufacturers and service providers from different locations, and also because of the popularity of these technologies, the IEEE developed the IEEE 802.11 which is a standard particularly intended for Wireless Local Area Networks. However, as WLAN experienced development and are improved, the IEEE 802.11 is also needed to be enhanced to be able for WLANs to be at their optimum performance. Additionally, because of the many uses and demands for WLAN, it has been increasing deployed causing interference between transmissions. Interference in data communications is a serious problem for it caused delay of transmission and alterations or distortion of signals that caused unreliable, unclear and error in messages received. The use of directional antenna is a well known method to reduce interference and to increase the range and capacity of wireless networks (Zhu et al, 2005). However, the IEEE 802.11 is not designed for the use of directional antennas. This project which is focused on the enhancement of the IEEE 802.11 using directional antennas and multiple receivers is important to be able to determine in-depth what improvement and advantages can directional antennas and multi-receivers can contribute to the current IEEE 802.11 Wireless Networks standard. Literature Review   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This part of this proposal reviews literatures that describe the IEEE 802.11 WLAN standard in details to be able to determine the needs for the enhancement of the standard. The literature review also provides earlier research about the functions and advantages of directional antennas This review is a brief discussion providing an overview of the detailed review of literatures that will be provided in the chapters of the research study. 3.1. The IEEE 802.11 Wireless Network Standard   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Aside from promoting interoperability, the IEEE 802.11 standard for wireless network was created to deliver services that were previously found only in wired networks but have been found out to be possible using wireless networks; to achieve high throughput; for highly reliable data delivery; and for continuous network connection (Ergen, 2002). As a standard, the IEEE 802.11 established the network architecture, components, type of equipments and set of services offered that must be complied with by wireless network administrators and providers. These are also known as the physical layer and that IEEE 802.11 WLAN standard provides a number of physical layer options in terms of data rates, modulation types and spreading spectrum techniques (Ergen, 2002). This means that the medium, the path that the signal transmitted and received via the WLAN, the range, location, frequency to be used and the type of antenna to be used are all determined by the IEEE 802.11 standard. IEEE 802.11 does not only specify the physical layer characteristics but also the link layer protocol for medium access in broadcast channels (Dham, 2003). The medium access control protocol is designed for the specified physical layer characteristics thus any changes made in the physical layer also requires significant alterations in the MAC protocol.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The MAC layer of the standard defines two different access modes: the Distributed Coordination Function (DCF) and the Point Coordination Function (PCF) (Xu Saadawi, 2003). DCF is a mechanism which is a Carrier Sense Multiple Access with Collision Avoidance. The standard allows the use of a basic access method or an optional handshake which is done by exchanging Request to Send (RTS) and Clear to Send (CTS) messages which are also the frame sent from the source to the destination and an acknowledgement from the destination that the frame was received correctly (Erger, 2005). These frames or control packets contain the proposed duration of data transmission while nodes or stations within the vicinity of communicating nodes overhear either of these control packets and suspend transmission for this proposed duration (Choudhury et al, 2002).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This process unable the nodes or devices to communicate directly with all other devices and for a wireless device to be able to transmit and receive at the same time thus the IEEE 802.11 MAC implements a network allocation vector (NAV) which is a value that indicates to a station the amount of time that remains before the medium becomes available (Erger, 2005).   With this standard, directional antenna is obviously not utilised because in using directional antennas, it is possible to carry out multiple transmissions in the same neighbourhood provided that the beamwidth of the directional transmissions is not very large (Choudhury et al, 2002). 3.2. The Directional Antenna   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   An antenna is one or more electrical conductors of a specific length that transmits radio waves generated by a transmitter or that collects radio waves at the receiver (Frenzel, 1994). It is a basic component of every wireless networks, thus it must be chosen carefully depending on how it will be used. WLAN commonly used omni-directional antenna which allows for transmission and reception of messages in any direction (Frenzel, 1994) which is commonly used in wireless internet connections and wireless telecommunications. However, because the transmitted signal is exposed in any direction, interference with other signal has been a problem. In search for the solution with the problem of interference, various research (Dham, 2003; Zhu et al, 2005; Choudhury et al, 2002) have been focused on the use of directional antenna in WLANs.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The primary advantage of directional antenna is that it eliminates interference from other signals being received from all directions except the direction of the desired signal (Frenzel, 1994). It was found out that the use of directional antenna for transmission gives the highest capacity, allows spectrum reuse, and provides range extension (Zhu et al, 2005). At the receiver, the antenna is pointed directly at the station to be received thus rejecting signals from transmitters in all other directions (Frenzel, 1994).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Another advantage of directional antenna over omni-directional is that there is greater efficiency of power transmission while when omni-directional antenna is used at the transmitter side the transmitted power goes off in all directions wasting a significant amount of power (Frenzel, 1994). It is argued that all messages should be sent in directional mode to take advantage of this gain (Zhu et al, 2005). Choudhury et al (2002) conducted a study and proposed a protocol that exploits the benefits of using directional antenna namely spatial reuse and higher transmission range. On the other hand, the use of directional antenna also poses some problems such as higher collision probability. That is, as space is segmented and the carrier is reused with directional antennas, the amount of MAC information required for conflict-free transmission increases (Zhu et al, 2005). Because the current IEEE 802.11 standard does not support spatial reuse, several problems may occur when directional antennas are used without changing the modifying the existing protocol. Collision occurs due to the deafness of the nodes as these nodes are immersed in only one direction. And because of this deafness, the transmitting nodes will send RTS packets repeatedly which is a waste of bandwidth (Zhu et al, 2005). The research study conducted by Zhu et al (2005) focused on solving the problems caused by the spatial reuse which is higher collision probability and proposed a protocol called sectorised 802.11 MAC protocol. These two studies along with the other studies serve as the framework of this research. To create an antenna with directivity and gain, two or more antenna elements are combined to form what is known as an array (Frenzel, 1994). Antenna array has the capability of spatial signal separation and could radiate frequency energy towards a desired receiver with narrow beamwidth and null towards an interfering terminal to reduce the negative impact of multi-path and co-channel interference (Zhou, 2006). Phased array antenna systems are an example of an array. Phased array antennas consist of an array of antenna elements connected by a feeder or adder network arranged so that their individual signals combine to provide maximum gain in one direction while minimising it in other directions (Dham, 2003). There is also what is called smart antenna which is consist of multiple antenna elements arranged in a special configuration and connected through complex weights (Zhou, 2006). Smart antenna Switched beam and adaptive array antenna are the two major categories of smart antenna. Switched beam is the simplest smart antenna with a number of fixed beams in predetermined directions at the antenna site (Zhou, 2006). Adaptive array on the other hand uses a complex signal processing algorithm to continuously detect multi-path and interference among desired signal (Zhou, 2006). The studies about the applications of smart antennas in wireless networks are also related and will be useful in the completion of this research study.   Zhou (2006) added that a smart antenna can be applied to all current major wireless protocols and industrial standards to achieve higher system capacity, larger network coverage and higher data rate thus smart antenna must be further investigated to determine what it can contribute to the enhancement of IEEE 802.11 with directional antennas. Aims and Objectives   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In conducting any research, it is important that definite sets of objectives are present.   These objectives will serve as the researcher’s guide in conducting the data gathering, data analysis and conclusion formulation. The primary objective of the research is to provide a protocol designed for the utilisation of directional antennas in wireless local area networks. Such protocol is proposed to be used in the deployment of WLAN using directional antennas thus it includes some amendments on the original standards, architecture, and physical layer. However, this general aim is an umbrella objective that would dictate the general path that the research will take. Within this umbrella objective are the specific aims of the research that will allow the researcher to touch the important aspects of the topic. These specific aims are the following: To identify the problems associated with the current protocols to determine the necessary adjustments or enhancement that are needed to be done; To determine the characteristics of directional antennas and what it can contribute to improve the capabilities of the wireless local area networks; To evaluate the advantages of having multiple receivers in wireless local area networks; To investigate on the differences of the current protocol and the proposed protocol and determine the limitations of the latter; and To test the effectiveness of the proposed standard. Intellectual Challenge   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The most intellectual challenge on this research is the proposal itself. The IEEE 802.11 is developed by reliable engineers and to propose an enhancement for this standard is a big challenge thus the research study should be based on reliable data. The proposed protocol should also be tested on using a prototype and accurate calculations to ensure that the outcome of the studies is viable. Research Program 6.1 Research Methodology The method of collecting data for the dissertation will be composed of two methodologies. The first methodology is review of related literature or secondary sources.   Reviewing earlier studies and other related literature would allow the researcher to become familiar with the already accepted theories and statements pertaining to the topic. The sources should be from technical books, journals, earlier theses and published articles technical organisations such as the IEEE. The second methodology would be surveys and personal interviews. Technical professionals like engineers and technicians from different communication network companies and Internet service providers (ISP) will be surveyed using questionnaires that include questions that will determine the problems encountered with WLAN particularly with the use of the antennas they currently utilise, the solutions they are implementing and the improvement they would like to suggest and impose with the current standards. It is important that the views of these people be collected since they are the ones who are immersed in the realities of the WLAN conditions. They will be able to provide insights that will help the researcher in evaluating the current IEEE standard. This study will be using the descriptive research method where the general part of the paper will be dedicated to the description of the subject in question. Descriptive research intends to present facts concerning the nature and status of a situation, as it exists at the time of the study (Creswell, 1994). It is also concerned with relationships and practices that exist, beliefs and processes that are ongoing, effects that are being felt, or trends that are developing. In addition, such approach tries to describe present conditions, events or systems based on the impressions or reactions of the respondents of the research (Creswell, 1994). The use of the descriptive method also suggests that the research will be focusing on obtaining qualitative data. Qualitative research is an umbrella that refers to various research traditions and strategies. The research will be carried out systematically. First, the researcher needs to review previous literature about the topic. This will allow the research the researcher to become familiar with what is already known about the topic. This will also allow the researcher to formulate the appropriate questionnaire that will be able to extract the most useful data. After the questionnaires have been completed, the researcher will have to tally the results and compare it with the findings of previous studies. If the finding of the research is the same as the findings of previous studies then the research can be supported by the findings of previous studies. On the other hand, if the findings of the research do not agree with past studies then the researcher must look back on previous studies to check if the findings of the studies are supported by other findings. This will ensure that the results of the research are not isolated and have been tested by other researches. 6.2 Schedule The Gantt chart below shows the schedule of activities involved in conducting the research study. Activity Date 1st Month 2nd Month 3rd Month 4th Month Data Gathering/Survey, Personal Interview             Review of earlier studies and related literature/ Analysis of data collected             Writing of the First Draft             Development, Testing, Analysis, Evaluation and Documentation             Revision of the study             Formulation of the conclusion             Completion of Writing             Printing and binding of documents             Submission                Deliverables   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The research study will be organised as follows: A chapter describing the IEEE 802.11 A chapter describing the antenna used in WLAN and the problems using non-directional antennas A chapter describing the analysis of the problems A chapter that presents the data collected and the analyses of those data A chapter for the proposed solutions and the methods for testing the solutions A chapter that serves as documentations of the testing, calculations involved and evaluation of the proposed solutions Resources   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   As already mentioned, this research study is highly technical nature thus resources must be from reliable sources such as the IEEE itself that developed the standard that will be enhanced and the Association for Computing Machinery which is an organisation that publishes reliable sources about computing and related technology. ACM also has a digital library where various literatures can be accessed. The World Wide Web is also be used as a source where different latest articles and journals can be found. University and public libraries will also be used where books that discuss the basic concepts of the subject and topics involved can be found. The researcher will need the cooperation of technical professionals, technicians and engineers whose personal knowledge will be needed as they answer the survey questionnaires. The researcher will also need to collaborate with an ISP or a network company to test the proposed standard, determining its effectiveness as well as its shortcomings. References: Choudhury, R., Yang, X., Ramanathan, R., and Vaidya, N. (2002) Using Directional Antennas for Medium Access Control in Ad Hoc Networks, MOBICOM’02, ACM: Georgia, USA Creswell, J.W. (1994). Research design: Qualitative and quantitative approaches. Thousand Oaks, CA: Sage Dham, Vikram (2003) Link Establishment in Ad Hoc Networks Using Smart Antennas Thesis in Master of Science in Electrical Engineering, Virginia Polytechnic Institute and State University retrieved online on December 13, 2006 http://scholar.lib.vt.edu/theses/available/etd-05072003-180228/unrestricted/etd.pdf Erger, Mustafa (2002) IEEE 802.11 Tutorial, Department of Electrical Engineering and Computer Science, University of California Berkeley, Retrieved online on Dec. 13, 2006   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://www.eecs.berkeley.edu/~ergen/docs/ieee.pdf Frenzel, Louis (1994) Communication Electronics 2nd edition, Glencoe Macmillan/McGraw-Hill: Singapore Xu, Shugong Saadawi, Tarek (2003) Does IEEE 802.11 MAC Protocol Work Well in Multi-hop Wireless Ad Hoc Networks? Dept. of Electrical Engineering, City University of New York retrieved online on December 13, 2006   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://academic.csuohio.edu/yuc/mobile03/0415-xu.pdf   Zhu, Chenxi, Nadeem, Tamer and Agre, Jonathan (2005) Enhancing 802.11 Wireless Networks with Directional Antenna and Multiple Receivers, Fujitsu Laboratories of America, retrieved online on December 13, 2006 http://www.flacp.fujitsulabs.com/TM-PCR-TM-21.pdf Zhou, Hao (2006) The Improvements in Ad Hoc Routing and Network Performance with Directional Antennas, Department of Electrical and Communications Engineering, Helsinki University of Technology, Retrieved online on December 13, 2006   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://lib.tkk.fi/Dipl/2006/urn007316.pdf

Capitalism vs Communism Essay

Capitalism vs Communism Essay Communism and capitalism, the totally opposite systems, always fight, although the capitalism is a bit older than the communism.The most important ones of these fights date back to the Cold War.This war was between the countries of Warsaw Pact and the ones of NATO(North Atlantic Treaty Organization).Actually, the primary participants military forces never officially clashed directly, they expressed the conflict through military coalitions, strategic conventional force deployments, a nuclear arms race, espionage, proxy wars, propaganda, and technological competition, such as Space Race.All right, what are the differences between these two systems?They can be contrasted out in terms of the viewpoints about ecenomy and the social life. The viewpoints of these systems about the economy are totally different.The capitalist system uses the opinions of liberal economy policy. The most important person about this policy was Adam Smith.In his book The Wealth of Nations, he expressed that the free market, while appearing chaotic and unrestained, was actually guided to produce the right amount and variety of goods by so-called invisible hand.Smith made his laws about the economic system like the natural laws.According to him,the individuals by pursuing their own interest frequently promote the society more effectually than when they intend to promote it.This was the brief explanation of the invisible hand term and similar to food chains in an ecosystem.In free market system, individuals join the ecenomy as consumers, laborers, and investors.For example, as consumers, individuals influence production patterns through their purchase decisions, as producers they will change production in order to produce what is most profitab le.As laborers, individuals may decide which jobs to prepare for and in which markets to look for work.As investors, they decide how much of their income to save and how to invest their savings.These savings provide much of the money that businesses need to grow.All of these forms supply-demand and competition parts of the capitalist eceonomy.On the other hand, the communism system was set up on the Marxism ideology.Marx gave the importance to the labor and labor power.He named people who must sell their labor power as proleterians and ones who buy the labor power as capitalists.He observed that in practice every successful industry input unit-costs are lower than output unit-prices.Marx called the difference surplus value and argued that this had its source in surplus labor, the difference between what it costs to keep workers alive and what they can produce.At the same time, this value was the capitalists profit.In fact, this value was created by the proleterians labor-power.There fore it should belong to the laborer.Communism sort out this problem and suggests that people earn proportionally to their labor-power.It is totally against the individuals competition.On the contrary, it encourages the collectivism of labor.For instance, a professor can work as a construction worker for the building necessity of the country in order to shorten the building time.After Long Walk of Mao in 1949, China became an communist country.However Chinas communism was different from the others.China wasnt a country of Cold War and Maoism, Far East version of Marxism-Leninism, was used in this country.In addition to the laborer, agriculture and villagers are given great importance by Mao because the life in China was associated with the soil.As it is said in the journal New China and the Old : What China is able to do on top of that, which other capitalist countries cannot, is use the power of the State plan large projects and harness both private and public companies to achieve them, today China uses the power of seeming communism to become big capitalist.Their actual political system is now capitalism. In addition to viewpoints about economy, their perspectives about social life are totally different.The capitalism encourages the individualism. Competition is the main element of individualism.Each individual must be better than the others to earn his life as if he were an animal trying to survive in the wild nature.This leads bad emotions to spread out in the society, such as mistrust, outrage ,and discrimination.Another result of capitalism is consumerism.In capitalism, the social life is formed with respect to the principles of Consume-Obey-Die.People dont have enough time to think, and examine their lives.They are encouraged to consume without thinking what will happen as a result of their actions.This cause people become alienated from production.In other words, this led people to become unaware the things which they produce, why they produce these and the results of their actions.On the other hand, as it is said in the journal Cuba, change is in the air: Its like young people here are in a cocoon, preparing and preparing themselves until they can one day break free and fly away., there is a closed social structure life in the communist countries.In fact, this is not the real property of communism.The reason for this is the real communism will not exist unless the borders of countries are removed. The system which now exists in the communist countries is not real communism, it is the dictatorship of proleteriat.Collectivism is also another content of communism.Communism encourages collectivism against the individualism.In communism, there is no family life because it is viewed as the rest of feudalism.People live in the units named as commune.They eat food at the refectories and sleep in the dormitories. To sum up, communism and capitalism have some problems.The principles of capitalism is against the humanity which is formed by the things which distinguish a human from an animal.Capitalism leads to an idea which is that all the actions done in order to get money can be acceptable.Imperialism, the fundamental necessity to maintain capitalism, is the biggest enemy of the humanity.World War 1, the war in Iraq, and in Palestine and terrorism in Turkey are some examples of violonce created by imperialism.On the other hand, the viewpoint of communism about the family life is wrong.This also causes big restriction in human life.In the near future,there will be a system which is composite of capitalism and communism.In this system,the difference between the earnings of people will be very small ,and there will be family life not communes but there will be collectivism of labor.Imperialism will be no longer valid.The most important thing is that the children wont be killed in order to make p rofit.

Importance Of Vision And Mission Business Essay

Importance Of Vision And Mission Business Essay Organizational culture is an essential aspect to a company that can influence the strategy of the organization. Organizational culture can define as one organization share their own traditions, values, policies and attitudes during their daily operation (Luthoms 2002 ) Organizational culture is a basement of company strategy. Company can achieve their business goal very easily if they put organizational culture into their business vision and mission; make sure the culture can match with company strategy, in this way company culture can push their business keep going.. Each of organization has their unique culture which the company can benefit from it. The culture can give a large effect to employees, even the companys customers. As long as staffs know about the culture of company, they know the core business of the organizational hence the strategies they make will surround the organizational culture and that will not deviate their organizational goal. On the other hand, a clear and strong organizational culture cans attract customers attention that will let them know the business goal of company and they feel the organization is formal and official(Robbins.PJudge.A 2010).Strategy can be defined as Match Companys internal resource with opportunity to create an external factor (David.R. 2007) Sometimes companies have to choose one of strategy form many of them. Before they do that, do strategy analysis is necessary, strategy can be changed, but organizational culture can not be replaced. Let see some detail regarding how organizational culture influence company strategy with relevant example. Importance of vision and mission Most of successful companies are match their organizational culture with business visions. They try to create a positive relationship between organizational culture and organizational performance to ensure employees can work effectively and customers can fully understand what the organization is about. Business vision and mission should answer two basic questions:what do we want to become? and what do we want to do in long-term?(Huczynski.A Bunchan.A 2007) that is looks like a guideline to encourage employees moving forward ,a good vision can affect bother side, internal and external there is also a goal in their mind which can encourage staffs work in a positive way. Business vision and mission can make organization become stable. Organization should make their business vision and mission with organizational culture clear enough, not only for motivate employees, but for their business partners and customers as well. There are two examples show how vision and mission support company to do business. 1. Durex Company A good example is Durex Company. When we mention the brand Durex the first item comes out is condom and most of people will feel embarrassed. Employees can not advertise their products easily if they feel like that and their business can not become successful. However, the organizational culture they create can balance this negative effect. The culture is Successful; Social responsible and Lively (SSL) which means Durex Company will do a successful business, to fulfill social responsibility and make the life become great. The wonderful part is Social responsible. On the employees side, the organizational culture try to tell them the company you work for is not a simple manufactory to produce condoms, the brand Durex can represent a social healthcare organization. They put the social responsible into their business mission and vision; besides produce their products another companys mission which is more significant, to publicize health sexual behavior to their customer, especially you ng generation and teach them how to prevent the disease by use condoms .Employees who work for Durex is not just a seller or producer, they are people who provide knowledge of health as well. Such as, what is healthy sexual behavior and how important to prevent HIV in our life In this way employees will feel proud and confident during the daily operation. Because Durex Company has a positive organization culture and they can match it very well with their business vision and mission most of countries government are support them when Durex extend their market and do marketing research that why the brand can become famous and has a good reputation all over the world. Durex is a healthcare company and fulfills society responsible, not just a producer and they are one of successful international company in the world, their product has been proved by World Health Organization (WHO) that all benefit form they have a clear vision and mission and transfer an obscure topic become acceptable. 2. Dell Company It is not enough only ask employees understand the business mission and vision; actually organizational culture can support the company from side, employees side and customer side. Make sure employees understand is the first step, as long as employees know about the organizational culture, they can explain to their customers very easily and the decision they make will around the core business of company that is good for company to advertise themselves. (Clegg Kornberger 2006).For instance employees who work in Dell Company can demonstrate their organizational culture to public very well. As we know Dell Company is one of famous computer organization that has been included in the 500 largest companies in the world. The brand, DELL is quite welcome because of they have a good business mission and vision which is Listen, Learn and Deliver, means listen feedback from their customer, keep learning new technique to improve quality of products and deliver their service to customer. Actually , Dells organizational culture is more likely a customer service strategy to build a long-term relationship with customers. And win customer loyally Base on the Dell Companys culture, after customer purchase computers from internet or book by telephone, they will deliver the goods to their home, and we know none of company like did that for their customer, expect Dell. When employees deliver products to customers home, they can performance their organizational culture to them, such as help customer to check is that what the customer need in the box? After that, help customer to check the computer is working or not. If everything is correct, ask customer to sign on the feedback form. Finally, employees will announce to customer if they need technique support they can call customer service number in Dell Company and they will come to you within 3 working days. Because of employees are fully understand the organizational culture and they can show it to customer by good service quality that why the brand Dell can get customer loyalty. Dell Company use employees as media to transfer their organizational culture to public and customers are truly believe they can do a good job. We can see a concrete example which is customer will pay the full price first on internet when they buy Dell computer, after that customer will wait about 5 working days for deliver product to their home. Customers are willing to pay first, and wait company come back to them; this kind of customer behavior which can explain their customer service strategy is successful, because of Dell follows their business mission and vision. Until now, there is no customer complain regarding deliver product delay. Personality, Durex Company and Dell Company are very good example to match organizational culture with business vision and mission and bring a positive effect to internal and external. Strong and weak organizational culture Create a strong organizational equal to build a stable basement for company. Employees have the same option about core business of organization and a strong organizational culture will affect members behavior. (Hellriegel 2009 )It is looks like behavior control, make sure staffs performance on the same level..Strong organizational can reduce employee turnover rate as well that can create a kind of internal organizational climate which can attract employees work for company(Schein.H 2010) that can support company carry out recruitment strategy. The  recruitment strategy  is a complete mix of the recruitment processes, targets and approach to hire the best talents employees for the job market and control turnover rate.  Organization can save cost and time if they have a low turnover rate. Employees leave organization for many different reasons that why company have to use culture to unite them as a team. However Strong organizational culture is not means management level use inte rnal culture to force their members that is not the purpose. The correct way is that make sure employees understand the organizational culture, each of them can transfer the culture to their own understanding. Company need to use organizational culture to persuade members, not force (Hellriegel 2009 ) After staffs understand it, they will follow by themselves. As long as employees can find their expectation in the company they will stay here for a long time. On the other hand, week organizational culture means the internal culture is not clear or lack of explanations and staff control, employees will lose business goal and guideline, in this way, perhaps members will leave the organization that should be improved if company wants to reduce turnover rate. After employee leave, they have to spend more money to organize an interview to hire new employees to replace employees who just leave. Otherwise, company need to provide formal training selection for new staffs and the most signifi cant point is new employees need some time to know about the new working environment and they can not cooperate with their colleague that will make the daily operation become ineffective. The following paragraph will demonstrate a relevant example to support how important to build a strong organizational culture to control turnover rate. Resort world sentosa Singapore Resort world sentosa(RWS) Singapore is a good example to explain how strong organizational culture to help company become successful. RWS is a large resort which provides service and entertainment and there is more than 2000 staffs work for them. It is hard to do a successful business if RWS does not have a strong organizational culture. Let image, they have such a large group of employees, if organizational culture is not strong enough that will lead to employees are not loyal to the organization, turnover will increase and employees performance will float up and down. First of all, let see what the culture of RWS is. They call is as RWS fun which means Responsible, Warm, Supersize and Fun. The organizational culture try to encourage employees become a responsible person in the daily life, when staffs deliver service to guests, try to let customer feel warm and welcome, and remember to supersize their guests, let them feel something different or special. Lastly, create fun to your c olleagues and customers; let everyone enjoy themselves in Resort world sentosa, no matter your staffs or guests. Actually, the culture, RWS fun gives employees what they expect, everyday staff come to Resort World not only for work, create fun as well. The organization culture make Resort World become a large family and all of members have been united by a same belief. The company prints the organizational culture behind the staff card that can make sure each of members can remember it. RWS fun creates a positive working attitude to each of employees that will persuade staffs stay here. The organizational culture plays a good role in recruitment strategy, as a large company, they can not only focus on hire staffs from outside, get current employees loyalty is equally important. Let us image, Resort World has 2000 employees, the organization will lack of cooperation if employees are keeping resign and the whole organization will become unstable and their business can not moving forwa rd. Organizational culture and strategy in action Organizational culture affects strategy development in many ways, company have to base on their companys culture to plan a long-term or short-term strategy. On the other hand, a good organizational culture has to support companys future plan as well. Company need to connect internal culture with strategy Organizational culture and strategy they have a supportive relationship. Organizational culture is the key of company make a strategy Company carry out a strategy have to show to public their particular internal culture, which means use their own method to achieve their organizational goal. The strategy is a kind of reaction of organizational culture. Before a strategy takes action that should be realities, make sure that can be accepted by customers or business partners and manage the cost, increase revenue as well. On the other hand, management level need to forecast barriers between company and their goal, provide some idea to prevent it. The following paragraph will shows how the organizational culture of KFC to influence their strategy in action Kentucky Fried Chicken (KFC) Let use KFC as a example to explain how organizational culture influence strategy in action.KFC is one of successful fast-food restaurant and famous all over the world. Normally, KFC only provide fries chicken with chips to customers, however what they did in China really help them to occupy market in this country. Nowadays, KFC try to do some innovation about their food. They offer congee, rice and some Chinese traditional food to match with the local culture and you can not find this kind of food in KFC where local in the other countries. KFC is first restaurant to do this kind of innovation they take the opportunity to attract customer to come. Otherwise, KFC also deliver mock chicken and vegetarian burger in India and Canada, there are some people are vegetarian, because of religion, this kind of food innovation can be accepted very easily. After the innovation, KFC become more competitive. As we know, a strong competitor of KFC is McDonalds which deliver fast-food as well, both of them are international brand, however, the action about food innovation is base on the KFCs organizational culture which is Positive encouraging Restaurant manager first and Work to excellent. In fact, it is not difficult to find out the food innovation is kind of positive encourage which make KFC become more competitive than McDonald in the market. Because of the one of organizational culture in KFC is encourage employees do a positive change, hence the strategy they did in China and India is quite creative. Employees transfers their organizational culture becomes a real strategy action and that is very successful, the new innovation is not cost too much, but bring in good revenue for KFC and their market become stable. On the other hand, because the innovation is successful that encourage KFC keep doing the food innovation, every quarter customer can find out new thing on their menu, most of them are very good food combination, customers are like them so much. The example can d emonstrate that organizational culture how organizational culture bring a positive effect to strategy in action Conclusion Every organization should build an organizational culture before business start, base on the culture to show their own feature and when the top management level wan to plan their future strategy for the company, the strategy they make have to match with organizational culture and direct go to the companys mission and vision.. Create a positive relationship between organizational culture and organizational performance to ensure employees can work effectively. Weak organizational culture is lack of control, sometimes that will confuse staffs as well, hence as a successful organization, internal culture should be clear and strong enough to unit all the employees in the organization, make sure members can explain the culture by their own understanding.( Alvesson.M 2002)On the other hand organizational culture need to be demonstrate to customer, let them know what the company is and what kind of business they running. On the other hand, strong organizational culture can decrease turnover rate and win employees loyalty which help company carry out recruitment strategy, low turnover rate can make the daily operation become effective that can prevent employees performance float up and down. Decision or strategy they make should follow the companys culture as well. Indentify the merit and demerit form internal and external; recognize the business stage of company, is that time to grow or defend. Organizational culture need to give a positive influence to strategy in action. The strategies they choose have to support company increase revenue and control cost. Internal culture and strategy have to match each other ,and when company carry out the strategy make sure the that can be accepted by local government politics.( Michael A. Hitt   R. Duane Ireland 2008)The organizational culture is the basement of organization, all the strategy has to around the culture. In this way, the organizational goal can be achieved in a successful way.