Motivation Essay Example for Free

Motivation Essay 1. Define and discuss motivation. Which theory of motivation offers the best chance, if handled properly, of increasing productivity in your workplace? Motivation can be described as a process that accounts for an individuals intensity, direction and persisitence of efforts towards attaining a goal (Robbins, 2004). While general motivation is concerned with motivation towards the achievement of any goal, this paper will be discussing motivation in relation to organizational goals, as the focus is on work related behavior (Robbins, 2004). With regards to the definition, there are 3 key elements related to motivation. Intensity is concerned with how hard a person tries to achieve a goal. But in order for intensity to trnaslate into better performance it has to be channeled in the right direction. So, the quality of the intensity is very essential. Persistence is another dimension to motivation. It is a measure of how long a person can maintain his or her efforts. There have been numerous theories on motivation, devised and tested multiple times. But the theory I find most relevant and important to a workplace, the work be of any nature, is the expectacy theory, put forward by Victor Vroom (Robbins, 2004). Expectancy theory focuses on three main relationships. The effort-performance relationship, performance-reward relationship and the reward-personal goal relationship. In more practical terms, expectancy theory says that when an employee puts in effort o his job it is partly because he believes his effort will translate into better performance, but this performance alone would be useless to him, until and unless there are obvious benefits attached to better performance, i.e. rewards. These rewrds may be monetary or non-monetary and may vary from a promotion or pay increment to a pat on the back from the boss and a word or two of appreciation from the supervisor. This would motivate the workforce, as every individual will perceive that with this job he would be able accomplish his personal goals. 2. Define and discuss leadership. Which style is presently used in your own workplace? Which style is needed, or which style do you believe should be used to increase productivity? Leadership theories have great applications in business settings. For example, some organizations look for leadership traits when choosing a candidate for a leadership position.   Most organizations that we normally encounter look for specific personality traits of individuals such as their openness to experience, social behavior, extraversion etc. These are the traits that are associated with good leaders. Extraversion is a trait that is mostly associated with leadership emergence because extraverted people are quick to establish contacts, have usually good communication skills and are emotionally aware of others. Similarly, openness to experience is a good indicator of a leader’s ability to encounter and deal with new situations. Contemporary theories of leadership such as Charismatic leadership and Transformational leadership fit very well in the dynamic situation of the contemporary world. Contemporary leadership theories view leaders as individuals who inspire their followers through their words, ideas and behaviors. And this is so true of today’s successful leaders (Kotter, 1995).   Charismatic leadership theory can be applied to leaders such as New York mayor Rudy Guiliani, African President Nelson Mandela, and African-American leader Martin Luther King. Through his rhetoric, Martin Luther king was able to consolidate the civil rights movement and became one of the most inspiring leaders (Kotter, 1995). Contemporary leadership theories are forward looking as they emphasize on leader’s vision. A clear vision is described as one of the qualities of charismatic leaders because it is their vision that binds their followers and becomes the impetus for change. Moreover, contemporary leadership theories put emphasis on leader-follower relationship as in Leader Exchange Theory (Robbins, 2004). As employees become more empowered, leader-follower relationship becomes even more important and contemporary leadership theories provide valuable information in this regard. So, in essence, leadership has a huge role to play when it comes to the employees’ attitude towards work. Because, if a leader can inspire and motivate his or her followers, it may help bring out a more positive attitude from them, and ultimately this would have a positive impact on the productivity of the company.

Exploring The Resources And Capabilities Of Dell

Exploring The Resources And Capabilities Of Dell This essay will be based on Dell Inc and how the topic resources and capabilities are used as a strategy throughout the company. The topic will be explored to identify how it applies to Dells strategy and how they use it within the company. The essay will identify the different types of strategys which are used to help them sustain competitive advantage. During the essay theoretical concepts will be used and applied to Dell in order to analyse the organisation. The theoretical concepts which will be used will be concepts from the module, these concepts will help draw conclusions from the essay and help identify why Dell continually sustain a competitive advantage. Dell was founded in 1984 by Michael Dell in his university dorm in Texas using his last $1000. With this money he created a company called PCs Limited. Within a year Michael Dell had turned his $1000 into $6 million in sales. He managed to do this by borrowing $300,000 from his family and upgrading computers for local firm from their existing software to IBM. By 1986 the company was producing sales of $60 million; this was due to dell starting their own assembly lines. 4 years later Dells sales had increased vastly to $500 million, because they had now created a wide line of products. By 1996 Dell launched their products online, this gave them $1 million in sales a day boosting their annual sales to an astonishing $5.3 billion, increasing to $7.8 billion the following year. The sales had risen 50% and tripled to making sales of $3 million a day in sales. By 2005 Dells sales had risen to $49.2 billion, showing how the company has become one of the most successful companies within rece nt times by being a fortune company while only being around for 14 years. Also during 2005 Dell was ranked 28th biggest company in America by revenue. In 2006 Dell was looked at as one of the most admired companies in America. Their sales for 2009 were $61.1 billion, simply showing why they were nominated a top 200 fortune. They are the highest earning company within the computer industry. Dell employs over 75,000 employees across the world, due to having to serve customers in over 170 countries. Dell took over as leaders in their market from their biggest and most successful competitors Hewlett Packard, whilst also staying ahead of rivals such as IBM and Apple computers who are the only other alternative substitute for a PC. Dell now offer a range of products and services, including computing software, computing systems, computing peripherals, consulting and IT services. Dell have gone a long way from upgrading computers for local businesses to offering products such as televisions , printers, peripherals, netbooks, notebooks, servers, scanners and their main product computers. In 2007 Michael Dell returned to the company as a CEO to help improve its financial performance by bringing new plans in for the company. Key Success Factors In the ever maturing PC industry it is very important for any company wishing to be competitive to meet the industries key success factors (KSF). In order to succeed, certain KSFs must be incorporated into their business model. Specific KSF include: Competitive prices Excellent relationships with suppliers Product customisation Excellent customer services Superior cost structure Dell has continued to perform well, through incorporating many of these factors into their business model. Dells customer centric approach with a closely managed supply chain and cash flow process has seen them succeed in the mature PC industry. Key Competencies Customer focus- Dell has a thorough understanding of their consumers needs and wants and it serves them very effectively. The custom build business model that Dell adopts accommodates the ever changing needs and wants of consumers. This model is very effective as it allows Dell to offer the latest technologies at competitive prices in a timely manner. This is exactly what customers demand in a hyper competitive market. Manufacturing Processes- Dell benefited greatly from the first mover advantage, through adopting the direct selling business model which was unique to the industry, aided by the boom of the internet. Supply Chain Management- The direct selling business model employed by Dell is run by an i2 technology supply chain management (SCM) system. Every 20 sec the software aggregates orders, analyzes material requirements, compares Dells on-hand inventory with its suppliers inventory and then creates a supplier bill of material to meet its order needs. SCM is particularly important as improving it by 0.1% has greater impact than improving manufacturing process by 10%. This system allowed Dell to go beyond a simple value chain model, into a more complex value web model. Customer Selection, Acquisition and Retention- Dell also employ a state of the art IT and customer relationship management (CRM) system. Through efficiently targeting customers they are able to keep costs to a minimum which suit consumers budgets. Consumers are very price sensitive in the PC industry as there are many substitutes. Customer Service- Dell offers a complete range of services, including, technical support through internet and global call centres. For additional fees Dell offers extended service and support plans. Dells customer service was considered to be the best in the industry. However after recently outsourcing this, their reputation is beginning to fall, after repeated poor treatment of cases. Porters value chain By identifying Dells value chain and network it will allow us to identify how Dell value their customers and how it is created. FIRM INFRASTRUCTURE Dell has a very strong and organised stock management. Dell sells straight thought their website cutting out intermediaries. They sell thought a direct model. Dell receives payments normally immediately as customers generally use credit cards online. Once the orders have been placed and paid the customers products are order from the suppliers, this is so dell only have stock in which is being used to build products from orders they have received reducing excess stock. OPERATIONS Dell deal with a few operations, they deal with the most important one in their opinion, being the final configuration of customer products. Dell outsources operations such as the assemblies of motherboards and most of the production chain for all of their notebook computers. INBOUND LOGISTICS As dell allows customers to build their own products and order the products when needed using just in time, it allows deal not to buy an overload of stock they just pay for what they need from the order made. Dells direct model in which they sell their products to their consumers they depend on time management, so that all the components they need arrive at the time they are need to produce the product for their customers. MARKETING SALES Dell using the direct selling model it has taken out all intermediaries. Normally the intermediaries would want to take about 20 to 30%. Dell managed to cut out intermediaries as they align their value chain and supply chain very closely, and also their assembly factories and order taking systems. Dell has incorporated their direct selling model with their supply chain. Dell put together 80,000 PCs daily, but they do not own their own warehouse as they only order components they need to assemble products within a few days as they only hold stock for a maximum of two days. TECHNOLOGY DEVELOPMENT Dell spend a tiny amount on technology research compared to their biggest rivals HP. Dell spend around $400 million which is a small margin of HPs $4 billion. Yet Dell has near perfect assembly chain along with very efficient assembly operations. Dell have a unique way to identify if an employee is a fault for a product as a single product is made by a single employee making them accountable if it faulty. Value Web Model Dell moved beyond the simple value chain into a more effective value web organism. This positively impacted Dells just-in-time manufacturing and the inventory management systems. Dell relies on big players to provide their high-tech components. E.g. Microprocessors-Intel, Software- Microsoft. Dell rely on smaller multiple players to provide low-tech components. These low-tech, low- differentiation component manufacturers compete fiercely on price and availability. Dell Has one of the latest SCM systems, which is unmatched by competitors. This system enables Dells factories to have only 7 hours worth of inventory, whereas most of the industry holds a 10 day inventory. It also helps that 85% of all their supplies are provided by 15 suppliers. This value web organism has been achieved through careful knowledge management and 15 years of learning. It is a very complex system, and due to this it is inimitable. Dells Direct Business Model Unlike their competitors, Dell has adopted a direct selling approach to customers compared to all of their competitors. Dell have cut out all intermediaries meaning customers order straight thought their website, this allows Dell to sell directly to them. Due to customer buying straight from Dell it has given them a great understanding of customer needs. Dells main focus is on their customers which their strategy is based around. The Direct business model also allows customers to customize their products letting them have what they desire rather than a standard product. As customer order a want they want product, it allowed Dell to minimize their stock, as they will order only what they need adopting JIT strategy. This also allows Dell to deliver the newest technology to their customers sustain an edge on their competitors. Dells Direct Model Customers SUPPLIERS Competitors Model Dells competitors model has 2 extra sections, outsourcing and channels. This produces extra cost and it doesnt allow them to have complete customer focus as they dont deal directly with their customers. Their customer buy from channels which are shops taking away customer relation with the company. They also dont get supplies directly from their suppliers as they outsource 1st to other companies. Dells model is a far better strategy and it allows them to have a great focus on their customers. They use their resources and capabilities such as their great product lines to achieve the efficiencies they want to produce. Activity Mapping Through conducting detailed research into Dell, a number of conclusions can be drawn. At the core of Dells business strategy and its direct selling model is customer focus. Dells core competencies were developed around their customer centric approach, and its resources and capabilities were placed in a way to best serve their customers. This customer centric approach has enabled them to develop more competencies, including, manufacturing processes, supply chain management, customer selection and service. Within the hyper competitive PC industry it is imperative that companies provide the latest technology in a timely manner. Dell achieved this through adopting the kaizan approach to its supply chain. To compliment the increased efficiencies of the supply chain Dell also improved their manufacturing processes. A key advantage for Dell is that they have one of the best SCM systems in the world. This is complimented by the fact that 95% of their suppliers are located near to their assem bly plants making coordination easier. Holding only a 7 hour inventory, instead of the industries norm of around 10 days is another advantage. Holding such a short inventory means they do not have socks of slow selling products leading to poor cash flow. Dell aim to deliver the custom product within 36 hours of an order being placed, which competitors just cant match. Dell constantly operates with a negative cash flow conversion cycle as they only pay their suppliers once the customer has paid them. Building these strong relationships with suppliers has taken years and combined with Dells complex supply chain is inimitable and leads to a sustainable competitive advantage. Through the careful selection, training and retention of its workforce that could develop and evolve as Dell grows, they were able to manage knowledge, encourage honesty, loyalty and learning over time. Through employing the best Dell become more effective in recognising, acquiring and retaining customers through providing them with their needs and wants at competitive prices and in a timely manner. Through aligning their core competencies with the industry KSFs, Dell were able to perform favourable in an ever maturing market. Dells differentiation comes from process innovation. Through capturing the value of its suppliers and partners Dell has capitalised on their technology innovation. This enabled Dell to minimise their research and development spend and improve their cost structure. This strategy has yet to match by any of their major competitors in the industry, leading to a sustainable competitive advantage. Ultimately in order to sustain competitive advantage Dell need to continue to outdo their competitors. By adopting the direct business model and adopting their customer centric approach they have achieved competitive advantage. In order to ensure the sustainability of this they need to evolve as consumer demands change. Through their direct business model and their superior relationships with suppliers they have developed core competencies which align with the industry KSFs and are also difficult for the competition to imitate. Factors which will provide sustained competitive advantage include: Online custom build of each computer. Minimisation of working capital in the production process High manufacture and distribution quality- latest technology, timely manner, competitively priced, reliable products The careful management of their resources and capabilities make all this possible.

John Edgar Hoover :: essays research papers

John Edgar Hoover G-men, Feds, Special Agents and Detectives, all names for members of a nationally, elite police force known as the Federal Bureau of Investigation. But how would you act if you found out that the G-men was started by a cross dressing homosexual? John Edgar Hoover was born in Washington, D.C. on January 1, 1895. His father, Dickerson Hoover, was a printmaker, but he had a mental breakdown in 1921 and he spent his last eight years in Laurel Asylum. This dramatically reduced the family income and Hoover had to leave school and seek employment. Hoover found work as a messenger boy in the Library of Congress, but highly ambitious, spent his evenings studying for a law degree at George Washington University. After Graduation, Hoover's uncle, a judge, helped him find work in the Justice Department. After only two years in the organization, Alexander M. Palmer, the attorney general, made Hoover his special assistant. Hoover was given responsibility of heading a new section that had been formed to gather evidence on "revolutionary and ultra-revolutionary groups.† Over the next couple of years Hoover had the task of organizing the arrest and deportation of suspected communists in America. This was known as the Red Scare. From his previous work in the Library of Congress, Hoover decided to catalog all of the suspected communist. Over the next few years 450,000 names were indexed and detailed biographical notes were written up on the 60,000 that Hoover considered the most dangerous. Hoover then advised Palmer to have these people rounded up and deported. On 7th November, 1919, the second anniversary of the Russian Revolution, over 10,000 suspected communists and anarchists were arrested in twenty-three different cities. However, the vast majorities of these people were American citizens and had to be eventually released. However, Hoover now had the names of hundreds of lawyers who were willing to represent radicals in court. These were now added to his growing list of names in his indexed database. Hoover was appointed director of the Bureau of Investigation in 1924. The three years that he had spent in the organization had convinced Hoover that the organization needed to improve the quality of its staff. Great care was spent in recruiting and training agents. In 1926 Hoover established a fingerprint file that eventually became the largest in the world. The power of the bureau was limited. Law enforcement was a state activity, not a federal one.

Materialism in The Dharma Bums and Goodbye, Columbus :: Dharma Bums Essays

Materialism in The Dharma Bums and Goodbye, Columbus    Several works we have read thus far have criticized the prosperity of American suburbia. Jack Kerouac's The Dharma Bums, Philip Roth's Goodbye, Columbus, and an excerpt from Lawrence Ferlinghetti's poem "A Coney Island of the Mind" all pass judgement on the denizens of the middle-class and the materialism in which they surround themselves. However, each work does not make the same analysis, as the stories are told from different viewpoints. The Dharma Bums and "A Coney Island of the Mind" are critiques of materialism by people who have rejected the middle-class ideals. In Goodbye, Columbus, however, Roth makes his point via Neil, a dweller of the lower class who wants to join the prosperous rank of the Patimkin family. The difference is that Kerouac and Ferlinghetti mock the suburbanites, yet pay them little attention while several characters in Goodbye, Columbus are disdainful of the materialism exuded by the Patimkins while feeling excluded from their social class. In The Dharma Bums, Kerouac strengthens his argument for the Zen ideal of poverty and freedom by this criticism of the conformity practiced by the middle-class: ...you'll see if you take a walk some night on a suburban street and pass house after house on both sides of the street each with the lamplight of the living room, shining golden, and inside the little blue square of the television, each living family riveting its attention probably on one show; nobody talking; silence in the yards; dogs barking at you because you pass on human feet instead of wheels. You'll see what I mean, when it begins to appear like everybody in the world is soon going to be thinking the same way and the Zen Lunatics have long joined dust, laughter on their dust lips. (104) Kerouac's point is that freedom doesn't exist in a place where everyone is watching the same thing and thinking the same thing at the same time. Kerouac also reflects on the futile trap of materialism. Japhy discusses "all that crap they didn't really want anyway such as refrigerators, TV sets, cars, at least fancy new cars, certain hair oils and deodorants and general junk you finally always see a week later in the garbage anyway, all of them imprisoned in a system of work, produce, consume, work, produce, consume.

Civil war position paper :: essays research papers

To many people this Civil war meant many things. To one it may mean we are fighting for a good cause, the cause of freedom for all people of every race and ethnic back ground. To some it may mean we are fighting to keep things in order, the way we intend for them to be. But to me it was a War that meant we are fighting for a great cause freedom. Something that everyone should have and will have for the rest of our human existence.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"The Picture of the Civil War was†¦a discussion about something higher: about humanity, about human dignity, about human freedom.† Barbara fields said that. Most people would agree with her. The civil war was and still is about the freedom for all people to be free. Thousands of men fought for years of their lives for this freedom, which is still not quite achieved. But by them fighting for this we are a step closer to where we want to be. To this very day we are still fighting for our freedom. Weather it’s the freedom to express our selves or the freedom to be who we chose to be with out having someone telling us we can not do so. As long as man is here on this Earth we will always be fighting for some kind of freedom.   Ã‚  Ã‚  Ã‚  Ã‚  Currently America is helping another country fight for their freedom. Although it is not quite the same as it was during the Civil War. But in many ways it is the same. There are countless young men in Iraq fighting on a daily basis to help a poor country take back their voice against a cruel man and his fellow followers. Slowly, with time, their freedom will be achieved. But just as the Civil war it will take a long time and possibly many years. It is hard to gain freedom, especially when a country has been under control of a ruthless man for many years. There are a lot of obstacles that have to be overcame but with help and determination this will be achieved.   Ã‚  Ã‚  Ã‚  Ã‚  I have a friend who believes that every man and woman should be allowed their freedom and rights no matter what color skin, eyes or hair they may have. One should no be judged by their appearance but by what one believes in and does. For instance years ago you could have been thought of as a great person because you are white and not black. Civil war position paper :: essays research papers To many people this Civil war meant many things. To one it may mean we are fighting for a good cause, the cause of freedom for all people of every race and ethnic back ground. To some it may mean we are fighting to keep things in order, the way we intend for them to be. But to me it was a War that meant we are fighting for a great cause freedom. Something that everyone should have and will have for the rest of our human existence.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"The Picture of the Civil War was†¦a discussion about something higher: about humanity, about human dignity, about human freedom.† Barbara fields said that. Most people would agree with her. The civil war was and still is about the freedom for all people to be free. Thousands of men fought for years of their lives for this freedom, which is still not quite achieved. But by them fighting for this we are a step closer to where we want to be. To this very day we are still fighting for our freedom. Weather it’s the freedom to express our selves or the freedom to be who we chose to be with out having someone telling us we can not do so. As long as man is here on this Earth we will always be fighting for some kind of freedom.   Ã‚  Ã‚  Ã‚  Ã‚  Currently America is helping another country fight for their freedom. Although it is not quite the same as it was during the Civil War. But in many ways it is the same. There are countless young men in Iraq fighting on a daily basis to help a poor country take back their voice against a cruel man and his fellow followers. Slowly, with time, their freedom will be achieved. But just as the Civil war it will take a long time and possibly many years. It is hard to gain freedom, especially when a country has been under control of a ruthless man for many years. There are a lot of obstacles that have to be overcame but with help and determination this will be achieved.   Ã‚  Ã‚  Ã‚  Ã‚  I have a friend who believes that every man and woman should be allowed their freedom and rights no matter what color skin, eyes or hair they may have. One should no be judged by their appearance but by what one believes in and does. For instance years ago you could have been thought of as a great person because you are white and not black.

Marketing Segmentation

Core benefits : Core benefit is the major benefit or satisfaction that customers are looking from a good or service one buys. This benefit can be happen from person to person. The Cassowaries watch that we produced provides convenience as well usefulness. The watch aims to improve in style and increases the functions of normal analog watch. In 21st century, the watch exist not only to Just to know about the time, but it can be a part of accessory for people to wear it and be more stylish and fashionable.Moreover, with this multipurpose product, it will enhance your fashion sense and reflection. Actual Product : Actual product is the physical parts of the product like benefits and features that affects to customers who purchase our product. In this level, there are four strategies which involve branding, adding features, organizations and benefits. Also that combines to deliver a product with specified benefits to our customers. The Cassowaries watch already has gone through for the t esting before it actually launch.The functions and designs are further modified to give more satisfaction and fulfill the expectations for customers. The actual benefit that added to our product is a WI-if function. This WI-FL function will allow our customers to use WI-FL through their smart phones. Basically, the watch has same facility as router. It requires customers to log in to our Cassowaries watches website to register, to make a simple contract between customers and our company which allows them to able to use Wi-FL by paying a usage fee per month.Also, we came out with this system that those who register with premium members, they will be able to have luxury to get a free usage of a WI-FL for a week. Definitely the premium registration is more costly, but we are sure that the customers will satisfy with this contract and they will not regret to use our product. Last but not least, we make our watch to be more useful and multi-function. Our watch can be turned into a neckla ce. The chain of the watch can be removed from the face of the watch and the new chain for the necklace which given upon purchase, an be re- clipped in the watch.So it can be a necklace as well. The chain is made of jewels for watch, light material and few Jewels for necklace chain as to prevent the tiring in neck due to a heavy weight of chain. It will make the customers more fashionable as well as stylish. Augmented Product : Augmented product is a commodity that has both the primary physical attributes and the non-physical attributes that are added to increase the product's value such as after sales service.After purchase, we measure the wrist size and adjust the length f chain in the spot for our customers as well as neck size. And so, they are able to wear it right after they purchase. We have total 3 years warranty and guidance booklet will be given for customers who are not clear of using it. There is a website for them to check about our products and Q and A sessions with cu stomer service. Conclusion : Promoting a new product will never be an easy work as the competition is tough and most of customers have high expectations in modern society.It will not be that successful to Just have colorful appearance. What we need is to target correct group of people in right time at the correct place and to focus more on satisfying their needs and wants. However, we will not be able to get a competitive advantage by Just satisfying them over our competitors. Looking forward and predict the needs and wants is the epitome method to gain competitive advantage from our competitors. Http://www. Neurotransmitter. Com/lesson-store/lesson-three-levels-of-a-product. HTML Marketing Segmentation S NO. | NAME OF PRODUCT| MARKET SEGMENTATION| 1. | Gillette Mach 3(New Gillette MACH3 Sensitive is an advanced razor designed for men who want a closer, comfortable shave with less irritation3 – even on the most sensitive areas of the face. )| a) Demographic: 1) Gender: Male 2) Age: 16 and above 3) Income: 25,000 and aboveb) Geographic: Urban areasc) Social Class: Middle class to Elite Class| 2. | Fair and Lovely(Fairness that changes your destiny. )| a) Demographic: 1) Gender: Female 2) Age: 15 and above 3) Income: 20,000 and aboveb) Geographic: Urban areasc) Social Class: Middle class| 3. Faber Castell Colors(Faber-Castell has a time honored commitment to tradition, quality, and innovation for all of its brands. )| a) Demographic: 1) Gender: Unisex 2) Age: 3 years and above 3) Income: 25,000 and above 4) Occupation consume: Studentsb) Geographic: Urban areasc) Social Class: Elite class| 4. | Honda CG 125(Honda Motorcycles is defined by Quality, Performance, Speed, Economy Pe trol and Re-sale Value. All these have managed to successfully bag your trust on the New Honda CG125. | a) Demographic: 1) Gender: Male 2) Age: 18 and above 3) Income: 50,000 and above 4) Occupation: Work with frequent ridingb) Geographic: Urban and Rural areasc) Social Class: Middle (Urban) Elite (Rural)| 5. | Colgate Toothpaste(Strengthens teeth with active fluoride. Fights cavities and leaves your mouth with a fresh feeling. )| a) Demographic: 1) Gender: Unisex 2) Age: 3 years and above 3) Income: 25,000 and aboveb) Geographic: Urban and Ruralc) Social Class: Middle to Elite class| Marketing segmentation a. The process of dividing the total market in to several heterogeneous groups. b. The process of bringing several small, unreachable segments into a definable market segment. c. An attempt to reach all consumers with a single marketing mix. d. Practiced by both profit-oriented and not-for-profit organizations Market segmentation is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy. That is, they are likely to have similar feelings and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way. Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private sector. Small segments are often termed niche markets or specialty markets. However, all segments fall into either consumer or industrial markets. Although it has similar objectives and it overlaps with consumer markets in many ways, the process of Industrial market segmentation is quite different. The process of segmentation is distinct from targeting (choosing which segments to address) and positioning (designing an appropriate marketing mix for each segment). The overall intent is to identify groups of similar customers and potential customers; to prioritise the groups to address; to understand their behaviour; and to respond with appropriate marketing strategies that satisfy the different preferences of each chosen segment. Revenues are thus improved. Improved segmentation can lead to significantly improved marketing effectiveness. With the right segmentation, the right lists can be purchased, advertising results can be improved and customer satisfaction can be increased. Â   Marketing Segmentation Core benefits : Core benefit is the major benefit or satisfaction that customers are looking from a good or service one buys. This benefit can be happen from person to person. The Cassowaries watch that we produced provides convenience as well usefulness. The watch aims to improve in style and increases the functions of normal analog watch. In 21st century, the watch exist not only to Just to know about the time, but it can be a part of accessory for people to wear it and be more stylish and fashionable.Moreover, with this multipurpose product, it will enhance your fashion sense and reflection. Actual Product : Actual product is the physical parts of the product like benefits and features that affects to customers who purchase our product. In this level, there are four strategies which involve branding, adding features, organizations and benefits. Also that combines to deliver a product with specified benefits to our customers. The Cassowaries watch already has gone through for the t esting before it actually launch.The functions and designs are further modified to give more satisfaction and fulfill the expectations for customers. The actual benefit that added to our product is a WI-if function. This WI-FL function will allow our customers to use WI-FL through their smart phones. Basically, the watch has same facility as router. It requires customers to log in to our Cassowaries watches website to register, to make a simple contract between customers and our company which allows them to able to use Wi-FL by paying a usage fee per month.Also, we came out with this system that those who register with premium members, they will be able to have luxury to get a free usage of a WI-FL for a week. Definitely the premium registration is more costly, but we are sure that the customers will satisfy with this contract and they will not regret to use our product. Last but not least, we make our watch to be more useful and multi-function. Our watch can be turned into a neckla ce. The chain of the watch can be removed from the face of the watch and the new chain for the necklace which given upon purchase, an be re- clipped in the watch.So it can be a necklace as well. The chain is made of jewels for watch, light material and few Jewels for necklace chain as to prevent the tiring in neck due to a heavy weight of chain. It will make the customers more fashionable as well as stylish. Augmented Product : Augmented product is a commodity that has both the primary physical attributes and the non-physical attributes that are added to increase the product's value such as after sales service.After purchase, we measure the wrist size and adjust the length f chain in the spot for our customers as well as neck size. And so, they are able to wear it right after they purchase. We have total 3 years warranty and guidance booklet will be given for customers who are not clear of using it. There is a website for them to check about our products and Q and A sessions with cu stomer service. Conclusion : Promoting a new product will never be an easy work as the competition is tough and most of customers have high expectations in modern society.It will not be that successful to Just have colorful appearance. What we need is to target correct group of people in right time at the correct place and to focus more on satisfying their needs and wants. However, we will not be able to get a competitive advantage by Just satisfying them over our competitors. Looking forward and predict the needs and wants is the epitome method to gain competitive advantage from our competitors. Http://www. Neurotransmitter. Com/lesson-store/lesson-three-levels-of-a-product. HTML

Engineering Ethics Essay

â€Å"The need for safety is proportional to the danger of having an accident. Nothing is fool-proof, yet we must try to minimize risks. If the public is willing to run or to take such risks, who are engineers to refuse? † In my opinion, the above argument is very valid and it indeed reflects the position of engineering as a process. The reason why I support this argument is because first of all, the advancements the society has been able to make are due to the milestones that have been achieved by engineers. There will always be a demand for innovation so that life may become what the society wants it to be: smooth and efficient (Davis, 1998). To design the systems which are able to bring about these comforts, we as engineers must base our practice on the mathematical and physical principles that have been established through empirical research (Baura, 2006). Any measures to safeguard the safety in the use of systems and devices designed by engineers are constant and depend on certain constants; and these constants are in turn dependent on external factors. When this chain of determinants fails to hold up, then risks will arise. Nevertheless, it is our professional responsibility as engineers to bring innovation to the society. Due to unforeseen circumstances, engineering processes or the products of these processes may malfunction, causing danger to their users or other third parties. But through exhibiting an affinity for these processes and products, the society is virtually signing an agreement to face the associated risks as a matter of choice; and engineers cannot dissuade them (Davis, 1998). However, all engineers have a role of ensuring that the profession is approached with diligence so that the risks emanating from its processes are as low as can be possible (Davis, 1998). This is our obligation to the society, our conscience and our employers and the profession. That is what makes a holistic engineering practice. Relationship between risk and safety To understand the relationship between risk and safety it is important to first understand the meaning and implication of the two terms. Risk in the engineering context can be defined as the probability of an accident arising from an engineering project or a product of an engineering project (Baura, 2006). Safety on its part can be defined as the state of having a defined degree of certainty that adverse effects or accidents will not result from a process or the use of a specific device or system. With the above definitions in mind, it can be concluded that risk and safety are inversely proportional entities. Applied to engineering ethics, their implication is that we as engineers must strive, as a matter of being professionally competent, to minimize risks as much as can be possible so that safety can be increased (Baura, 2006). Risks have many dimensions in that they can occur in any stage of engineering, raging from design, implementation of the design and in the application of the product of the design (Davis, 1998). The same is translated to safety since the two are mutually interdependent, related by the rule of inverse proportionality: the higher the risks associated with a system or a process, the lesser the safety of the people interacting with it. Determining whether an engineer is responsible for an accident Under the unfortunate eventuality that an accident has occurred in an engineering project or in the use of a product or system designed through the engineering process, whether or not an engineer should be held responsible is a matter resolved by examining if he or she stuck by the pre-defined standards of professionalism and ethics (Baura, 2006). This is one of the main concerns of engineering ethics. It is a field in the study and practice of engineering that deals with the setting and unilateral enforcement of the standards that govern the practice of engineering as a profession. According to these standards, an engineer is supposed to exhibit diligence, morality and high levels of engagement to the process (Rabins, Pritchard & Harris, 2008). When these attributes are not followed to the letter, safety may be compromised. In case an accident happens and the engineer in charge of the event or system that caused the accident is found to have diverged from recommended standards of competence, then he or she should be held responsible for the accident (Baura, 2006). As discussed above, all engineering processes always involve some risks no matter how minimal. An accident may occur not because of negligence on the part of the engineer in charge but because of other factors outside his or her control (Davis, 1998). Determining if an engineer is responsible for an accident therefore is a matter of evaluating the circumstances that led to the accident. If there is sufficient proof of negligence, then the engineer should be blamed; but if all evidence shows that the engineer stuck to the recommended standards of professionalism and ethical responsibility, then he or she should not be blamed (Davis, 1998). It is just part of the risks involved in the job. Standards of due diligence Moral, ethical and professional standards of diligence applying to the practice of engineering are defined for each specific discipline by societies comprised of experienced engineers. These societies define an elaborate set of standards which an engineer needs to be familiar with and show competence in before he or she is licensed to practice. Among these is the National Institute of Engineering Ethics (NIEE), the Institute of Electrical and Electronic Engineers (IEEE), the Society of Automotive Engineers (SAE) and the American Society of Mechanical Engineers (AMSE). In different countries, national societies exist which liaise with the international societies for easier implementation of these standards of due diligence (Rabins, Pritchard & Harris, 2008). Regulating and enforcing Standards Professional engineers who have garnered sufficient experience in the profession have the moral and professional obligation of inducting graduating engineers to the practice. They, in collaboration with engineering societies and educational institutions should ensure that student engineers are taught engineering ethics as part of the regular curriculum. Upon graduating, engineering students should be made to undertake competence courses and examinations so that the required standards of ethical and professional are ingrained into their conscience before they can be licensed to operate as engineers (Davis, 1998). There should be levels so that an engineer graduates from one level to another depending on experience garnered; experience which should be evaluated in terms of his or her level of competence. Practicing licenses should be suspended for engineers who show incompetence in their practice. Competence, Personality and Morality Good (competent) engineers are those who apply the standards of diligence prescribed in the engineering code of ethics. A bad (incompetent) engineer is one who does not value the above standards (Rabins, Pritchard & Harris, 2008). The are parameters (or standards of due diligence) include being knowledgeable, having the skills or expertise necessary for a given task and having the ethical stand to be able to take responsibility for the process itself incase of any unforeseen eventuality (Baura, 2006). A good engineer wholeheartedly dedicates his service to his clients, employer and to the society. When all or any of these virtues are missing, then we have a bad engineer. No matter how skilled an engineer may be, he or she can be branded incompetent if he does not inject ethics into his or her practice. There is a relationship between being a good engineer and being a good person since all ethics have a common foundation. Morally competent people are more likely to be professionally competent (Baura, 2006). A person of good character in personal life transfers the virtues that define good character into his or her profession. Based on this analogy, good people are likely to make good engineers and vice versa. An individual’s moral competence can be established by evaluating his or her approach to issues requiring decisiveness and strength of character (Rabins, Pritchard & Harris, 2008). This is when morality and ethics come into play. Morally incompetent people tend to place the end before the means whereas morally competent people exhibit dexterity in balancing between their acts and the likely outcomes, putting into consideration the welfare of other people directly or indirectly affected by the issue at hand. Evaluation of an individual’s morality is extremely hard since morality is essentially an intrinsic characteristic (Rabins, Pritchard & Harris, 2008). Every human being develops a unique moral outlook based on the environment and the experiences that he or she had while growing up. Since these are unique to each individual, no one has the moral right to impose his or her moral values on another (Baura, 2006). Morality can never be universal, just like knowledge. However, moral evaluations are still very necessary since as human beings and as engineers, we must build a consensus tending to those competencies which can be agreed upon as binding so that we live and practice harmoniously, exhibiting collective social and professional responsibility. References Baura, G. (2006) Engineering Ethics: An Industrial Perspective. Burlington, MA: Academic Press. Davis, M. (1998). Thinking like an Engineer: Studies in the Ethics of a Profession. Oxford: Oxford University Press Rabins, M, Pritchard, M. S. & Harris, C. (2008) Engineering Ethics: Concepts and Cases. Belmont: CengageBrain.