Violence on Television Essay Example for Free

Violence on Television EssayUsed mostly in promotional purposes, television shows that contain craze to any degree have sound so rampant. Though there atomic number 18 some provisions that somehow restrict or limit the rail line clock when they ar shown and also the extent to which flushed acts are shown. I think, still, there must be one high-priced move to be taken into consideration. I think this movement should abide by this statement The amount of personnel on television must be reduced and the airing time of the TV shows that contain violence must only be during the time when children are in bed, or they arouse even be banned when the violence is too offensive. As I said, violence acts are mostly for promotions. Since viewers were stimulated as their adrenalin rushed when suspense happen during shooting of guns or murder cases, this is also the time when promotions pops out, thus enabling viewers to see the promotion (www. ridgenet. org/ 20href=). If this is th e case, why can they search for another opportunity when they can declare their business? Other genre of shows like comedy that contains no act of violence also excites viewers, thus these kinds can serve as an opportunity.Promotions are not that big as the next problem I will present regarding the showing of TV shows with violent acts. Adults have greater experience, obviously, thats why they can understand that violent acts on TV are just for the sake of think upment. For them, it is just another thing in TV that can somehow entertain and in some case educate them but children are not like them. According to psychologists, children in toddler st long time are instinctively wants to heed crowing human behavior and that they are not geared up with the knowledge of choosing which should be imitated or not.Thus exposing them to these acts may cause them to imitate violent acts which are obviously not proper. In a survey made in America by a group of psychologists, children of ages 2 to 5 are watching television for an average of almost 30 hours. Also, based on studies, children up to four years of age cannot recognize which is factual from fantasy without adult intervention. This may cause them to believe that what they see is true (Centerwall). Aside from imitation, there are many other psychological effects for children of seeing violence on television.Children who watch violence are most likely to be aggressive and behave the same way as what he saw. That is, he will break down more and more violent if he sees more and more violence. Also, their views about the world may change. They may think that the world were living is knockout and that to survive, they are meant to be aggressive. They may also become insensitive to other for they saw that it is so natural for some person to be hit or killed or be hurt by others. They are also the type that would react slowly during emergency.Whats so alarming is that these behaviors can be carried through and throu gh teenage years and even in adulthood. According to Dr. Leonard Eron of the University of Illinois, children exposed to violence become aggressive when they are teenagers and be more likely to be arrested when they become adult (Centerwall). These made me come up with the conclusion of limiting the airing time to the time when children are in bed, which is about before 5am to after 10 pm. What is missing about my argument is the social function of parents about this matter.Truly, it is their responsibility to guide their children while watching but we cannot always count on them for they have also their own responsibilities. They are busy with home chores or they go to work that they had no enough time to ensure that their children are watching what should be watched. permit us not deny the fact that most children can freely open the television and watch even if their parents are not there and sometimes parents use television as baby sitters. Let us also take not that even funny cartoons contain violence so let us also be aware of them.According to one survey made by a TV station on parents, almost 70% parents believe that there is too much amount of violent acts that are shown in TV. Forty percent of the total respondents believe that these acts are not good for their children (Blue Oceans Psychology). Thats why, the amount of the violence in TV shows must be reduced. To take a big step about this problem, it is better to define the responsibilities of the bodies that are concern with the matter. Lets look at the TV manufacturers.The law now makes a move of toiling manufacturers to enable a blocking strategy in every unit. This will prevent children from free access of shows unless their parents will allow them but this will need some increase of awareness since parents are not that expert in which to watch or not. This will lead us to the TV ratings board which judge TV shows whether they are suitable to an age bracket or not. I also just like them to h ave the authority of banning programs where violence shown is too offensive.And lastly, the parents, themselves, are one of the key role players in this matter. Their guidance still is the best factor in shaping the character of their children. Today, there are still debates on between TV operators and those that push against violence on TV. Though research results are presented, we cannot easily say that TV is doing wrong since its business for them. Right now, all of us must be aware and be observant so that every detail of this problem must be taken into account.

Far from the Madding Crowd Essay Example for Free

Far from the Madding Crowd EssayAs they are speaking to the well-educated and proper Bathsheeba, this is effectively emphasised. When Bathsheebas eyes first fall upon the end flock, courageous describes the sheep as being helpless, livid and afflicted animals. These strong words add to the gloom of the scene, and Hardys description of Bathsheebas sad, bursting heart as well as creates despair. The ailments of the flock are exposit vividly which makes the whole situation seem much more real Many of them foamed at the mouth, their breathing quick and terse, whilst the bodies of all were fearfully distendedIn Bathsheebas bit of bewilderment, the rustics explain in their characteristic fashion that the only man in the area that could save them was Gabriel oak. Immediately she protests How dare you name that man in my aim This shows that even a day after their argument, Oak is muted very fresh on her mind. She rejects the rustics idea of Oak and turns to Boldwood for help. This act avoids confrontation and also insofar again promotes her authority, this time over her workers. However, she quickly learns from the rustic people that Boldwood does not know the cure and that he sent for Oak when his sheep had the same disorder.Bathsheeba shouts at the workers and tells them to have somebody to cure the flock. This shows that she is too proud and stubborn to send for Oak, and does not want to, as it would show a weakness of her character. Never will I send for him-never she said firmly As she witnesses an ewe dying in front of her, she repeats the preceding(prenominal) but this time wringing her hands. This signifies that she is frustrated frustrated at herself for being so stubborn and frustrated that the only man who can save her prime flock is the same man she has just fallen out with.Hardy goes on to explain that with Bathsheeba the No, I wont virtually means I think I must. We have seen this inconsistency in Bathsheebas personality in the previou s chapter when she dec simple eyed Oaks sagacity of her conduct at first and thusly went on to request it. It is a similar circumstance. Bathsheeba is far too stubborn and proud for her own good as it too often makes her life more difficult. However her inconsistency is the sure sign that her quest for power is really a show and that she is a plentitude weaker and responsive really, for here she gives in again.Laban Jump on the Bay mare, and ride across, and say he (Oak) must return instantly-that I say so Bathsheebas above statement shows how very conscious she is of looking weak. It is quite clear that she has had a change of heart and decides to do the right thing and get Oak, yet still she must speak in her authoritative manner, seemingly trying to cover up her sensitive, more weak decision. As Laban rides towards where Oak is staying, Hardy names the places and features he passes on the way and on the way back.This is how Hardy conveys more of the area, naming places adds to the reality of the situation, and the reader can feel more involved and stimulated by the events occurring. The list of places also adds length to the passage where Laban rides to get Oak, which in turn adds to the suspense of the situation. On Labans return Bathsheeba sees that Oak is not with him, and Labans face is described as tragic, a dramatic word, which makes the reader think the worst. Laban explains that Oak would not come unless Bathsheba asked in a civil and proper manner, which annoys Bathsheeba Oak knows this.As much as Bathsheeba tries to control Oak, it is clear that Oak is in control this time. Her real sensitive and feminine personality is shown as another(prenominal) sheep falls dead and Bathsheeba bursts into tears another indication that she is not really strong and infinitely stubborn. Bathsheeba admits to her need for control and cover-up stubborn attitude when she murmurs O, it is a wicked cruelty to me-it is-it is And he drives me to do what I wouldnt T his refers to her having to talk to Oak, whom she has only just sacked, as if she was politely asking a favour, and it is this sign of weakness that she hates so much.Bathsheeba decides to write Oak a short note, and Hardy conveys that it is heartfelt by describing her sobs and bursts of crying whilst she writes it. At the bottom of the note, driven by the drama of the time she conveys her first open passionate feelings toward Oak Do not desert me, Gabriel It is now clear that Bathsheeba does have close feelings towards Oak and is appealing to him right from her heart. The reader is not familiar with this highly feminine and sensitive side to Bathsheeba, which, again, adds to the whole drama of the scene.Oak responds this time, which conveys how strongly her emotional note appealed to the man who is in love with her, and cannot bear the thought of deserting her. Bathsheebas feminine charm had worked and she knew it for Hardy clearly states She knew from the look of his face which s entence of her note had brought him After all of her powerful signs of affection, Bathsheeba still cannot face ceasing her commanding tone. Her first words to Oak O, Gabriel, how could you military service me so unkindly The flock is again described as Oak sees it as turgid, prostrate forms. Hardy uses such striking words to fuel the readers suspense.Oak then gets to work, and the method he uses to cure the sheep is described in clear detail, which makes it more realistic. Oak manages to save the flock When the love-led man had ceased from his labours Bathsheeba came and looked him in the face This line is important because it shows that all the effort Oak had just gravel in to save over fifty sheep was all driven by his love for Bathsheeba. It also contrasts from the end of the previous chapter because they look at each other, instead of avoiding eye contact, which conveys the romance conjured up by the heroic actions of Oak for the woman he loves, and her acknowledgement of th is.The chapter ends with Bathsheeba asking Oak to return to the farm, which he agrees to, and the last line, again contrasting with the previous chapter, conveying how Bathsheeba really feels And she smiled on him again. Interestingly, the two chapters I have looked at above convey a cycle of the race between the two main characters. Everything starts off amicably before a crescendo of cutting comments turn out in an argument and the sacking of Oak. However, the occurrence of the flocks disorder makes Bathsheeba realise that she regrets sacking him and that she did it out of anger.After Oak saves the flock Bathsheeba is very grateful and their relationship becomes friendly again. Bathsheeba, as you have seen, is a very strong character and throughout the extract tries hard to control Oak. However, the situation develops, she ends up sacking him and then depending on him. Having noticed this, I also realised that this happens again in the book. At the beginning she rejects him as a husband, but then it is the actions of Oak who put out a serious fire, which begins at her new farm. This can be linked to the above extract Oak gets rejected and then depended on by Bathsheeba.Similarly the night that Bathsheeba and her husband, sergeant Troy, celebrate their marriage is the same night that Oak saves the Harvest from a freak storm. Once again, Bathsheeba has denied Oak, but it is he who she depends upon in the end. In a way the whole book is based on the cycle conveyed in this extract. Bathsheeba continually rejects Oak, first for Boldwood, then for Troy. Oaks continual work on the farm keep it going whilst Bathsheebas marriage fails, and she turns to Oak for comfort depending on him. Oaks devotion finally pays off in the end though, when eventually he does sweep up his true love, Bathsheeba Everdene.

Global Warming Essay Example for Free

Global Warming EssayGlobal thawing pertains to the amplify in temperature of the atmosphere based on the entrapment of gases that atomic number 18 emitted from activities on the surface of the earth. The increase in temperature is a direct result of the greenhouse gear up, which involves heating system that originated from the sun, which is entrapped indoors the atmosphere due to several factors. Scientists have determined that the atmospheres temperature has increased since the industrial revolution, which has maximized the use of chemicals in manufacturing various kinds of materials in industry. Global warming may result in regional changes in the brave out, which go out be more than obvious if the weather were compared from one decade to another, and not on a daily basis. However, scientists have hypothesized that when the temperature of the surface of the earth has reached a highly critical level, such high temperature will cause severe and drastic changes to the at mosphere, affecting the oceans and will severely alter the weather patterns in a matter of years. Changes in the weather may include increasingly hot days and less aplomb days.The water levels will go down, exposing more land surface during the summer. Even high latitude regions will be warmer by 40%. In addition, the amount the precipitation, be it rain or snow, will also increase, in the form of stronger storms and very intense typhoons and hurricanes. The El Nino events may also be more increase due to orbicular warming. Global warming not only affects the weather, but it will also affect natural habitats. Higher levels of CO2 may facilitate the growth of forests, facilitating them to flourish and bloom.The warmer ocean waters will be helpful to fish and algae in the high seas. However, those organisms in higher elevations will find difficulty in surviving in warmer environments. Higher temperatures in oceans may kill corals, which are the nurseries for fishes and other aquati c organisms. For the mankind population, global warming may cause more incidents of infectious diseases such malaria, as well as systemic health problems such as heat stroke and respiratory diseases. Currently, the world is confused as society is ignorant of the detailed effects of global warming.Society is aware the summers are now lifelong and more intense and winters are envious of summers wrath, unleashing a fury that rivals the intensity of the heat. This is actually what global warming does. It confuses the world and now soon has also succeeded in confounding scientists. From a scientific point of view, global warming can be understood as a global environmental phenomenon which is characterized by an increase in the average temperature of the Earths near-surface air and oceans (Smith and Reynolds, 2005).There is certainly no doubt that global warming has a very detrimental effect on the environment as it causes rising sea levels and alters the amount and pattern of precipit ation that a areas all over the world get (Gregory et al. , 2002). These environmental changes are also the projected causes of other ecological changes such as increases in the frequency and intensity of extreme weather events which in turn creates changes in uncouth yields, glacier retreat, reduced summer stream flows, species extinctions and increases in the ranges of disease vectors (Choi and Fisher, 2003).ReferencesChoi O and Fisher A (2003) The impacts of socioeconomic development and climate change on severe weather catastrophe losses Mid-Atlantic region (MAR) and the U. S. Climate Change Vol. 58, pp. 149. Gregory JM, Stouffer RJ and Raper SCG (2002) An observationally based estimate of the climate sensitivity. J. Climate 15(22)3117-21. Smith TM and Reynolds RW (2005) A global merged landairsea surface temperature reconstruction based on historical observations (18801997). J. Clim. 18(12) 2021-2036.

A Dialog Axiata Plc Management Essay

A duologue Axiata Plc Management Essay dialogue Axiata PLC, Sri Lankas full-sizest communications service provider is a subsidiary of Axiata Group Berhad. talks being the 4th entrant to Sri Lankas cellular market launched its services in 1995. They were the first digital ne dickensrk in South Asia to launch HSPA + which is the latest grow in mobile broadband. In addition to communication service, the union likewise offers other services such as mobile, internet, international gateway, data and backbone, fixed radio set and media related services and has 200 value added services.The corporation is currently serving over 7.5 million local subscribers and is the 50% market leader in this industry. They put one across the widest coverage reaching 95% of the population and are the unless operator to cover all the districts.They have 500 salesmen on the ground along with a strong service team of 1000 rung over 125 service centre and 50,000 retailer networks. They are also the hi ghest FD Investor in Sri Lanka.1.2- Why is dialog selected dialog is one of the most reputed companies in Sri Lanka with a highly diversified group of employees where they would definitely have cross cultural issues. In addition, they have been undergoing current strategic as easy as transformation changes which as a result would rise to conflicts at the different levels of the power structure.Therefore being a large and reputed comp each, Dialog stands as a challenging seed with in the competitive market.2- Culture at DialogEvery organization has its protest husbandry which refers to the beliefs, ideologies, principles and also the values that the individuals of the organization share. The culture plays a vital role in the success of the organization.When it comes to Dialog, the company has adopted a very founder and transparent culture where they have embodied honesty and open communication. Transparency is principal(prenominal)tained at all levels where superiors are eas ily avail able-bodied to the subordinates.The corporate culture of the company fits to Adaptability as well as achievement oriented which emphasize winning and achieving specific ambitious goals and the company values competitiveness and personal imitativeness.Dialog is a company that is also working for the benefits of the staff. The company has a dress code policy to make the office attire equal within the staff. Staff birth days are also celebrated at the company level where the relevant departments forward the staff birthday list to HR Department on the initiative week of the month where the staff willing get a gift along with an e-card.And they have a policy like staff that comes up with advanced ideas a recognized on a quarterly basis where they are provided with a reward named BRAVO in a special meeting.Obviously the in a higher place actions on the company side will lead to high motivation and increase productivity level of the staff.2.1- Hofstedes ModelDiagram 1 Hofste des cultural 4 dimension ModelPower DistanceAlthough Sri Lanka scores high on this dimension, Dialog is more than towards the low power distance. They have a decentralized hierarchy where employees and subordinates do non show inequality much. The superiors or the Management team are willing and they trust the subordinates with important wrinkles.Individualism vs CollectivismDialog travel towards the collectivism, because the people in the company have stronger bonds to their groups.Masculinity vs FeminityIn Dialog its more like a combination of both as this would help them for a balanced approach. They value achievement and competitiveness as well as money and power. However, they also value people and maintain good relationship with them. dubiousness Avoidance / structured situationsAt Dialog, the degree of uncertainty avoidance is low. The company always welcomes for new things and changes, and embrace unpredictable situations. The company is very flexible and open to new app roaches or ideas.3- careens in DialogDuring the past, Dialog Company has undergone several Strategic as well as Operational Changes. However, in this assignment only the following recent changes are being explainedOutsourced Call Centre to Firstsource Solutions (2011)During 2011, Dialog entered into a partnership with the BPO service provider Firstsource Solutions where Firstsouce acquired 76% shares of the Dialog Company. The new company was named as Firstsource Dialog Solutions.Acquired Suntel Ltd (2012)Dialog acquired Suntel Ltd, Sri Lankas second largest wireless fixed line operator during 2012. The main reason behind this change was to eliminate one of their main competitors from the market. As a result of the change, Suntels former customer base plus all the employees were transferred to Dialog.Outsourced SAP to Attune Lanka (2012)Business set-up Over the Top Service (2012)During 2012, Dialog opened its largest hi-tech Customer Service Centre in Colombo, where they brought in 150 customer service professions trained in multiple technologies.3.1- Resistance to Change overcoming resistanceDespite the potential positive outcomes, change is often resisted at both the individual and the organizational level (Mullins, 1999).When Dialog brought the above mentioned changes as mentioned in Clause 3 above, the company faced resistances from the employees. However they overcame the main troubles and issues as mentioned belowResistance to ChangeOvercoming ResistanceSuntel employees adapting to Dialog cultureSuntel Ltd and Dialog were having two different types of corporate culture. So when Suntel Ltd was brought under Dialog, employees who were working for Suntel had a very difficult time adjusting to Dialogs new culture. As such they were given briefings, training sessions, and were well educated.Employee ranking / salary structure issuesWhen Suntels former employees were brought to Dialog, there were some problems relating to the rankings or position levels and even with the salary structure.Therefore Dialog mapped every staff to the level and was given a probation period of 3 months with given tasks and targets. So if the relevant employee was able to perform to the expected level they were given the same position they had in Suntel.Staff transfer(Dialog Brand loyalty)When Dialogs card centre staffs were transferred to SAP, some issues were raise because people who have been working for Dialog for a long time mat up bad and also they didnt actually want to leave Dialog since they felt some kind of proudness working in Dialog.However, Dialog Management convinced the staff that they would non lose anything and will get all the benefits and additional opportunities for their career development.Staff de-motivationeffective communication (peers to HR)Security in the pastObviously pitiable to a new company would feel confused and unsecured about the new environment.In the case of Suntel Staff, they felt that they might not be able to perfo rm well or might even lose the job. Therefore Dialog offered a job guarantee letter confirming that their jobs are not at risk.But any how they were well informed that if anyone who cannot perform to the expected level would be withdrawn from the job.3.2- John Kotters Change ProcessDiagram 1 John Kotters 8 steps theory modelWhen we look at the John Kotters change model, Dialog also initially created a sense of fatality when they underwent changes. They convinced the employees the importance of acting immediately due to high competitiveness. Also they formed a powerful group to lead the change effort and advance the group and created a vision where they communicated with the entire employees.In order to reach the vision, they tried to remove the obstacles that might undermine the vision and encourage risk victorious ideas.3.3- Human Resources RoleHuman Resource is the backbone of any company and it is their duty to minimize the resistance and make the change a successful one.In Di alogue HR was very certain in mighty communicating the employees about the change and ensured that there would be no harm done to any staff and as per the labour law, all the right of the employees were delivered. Even when they took over Suntel, the former staffs service period was counted on a continuing basis. For example if an employee had served Suntel for a period of 6 years, because they had counted from the 7th year when the staff pithed Dialog3.4- Force Field AnalysisForce field analysis is a technique by Kurt Lewin that can be applied in a team building program.When we look at the Dialog side, the listed driving forces help the company to achieve their targets or goals. On the other hand restricting forces make it difficult to reach their targets. some of the major critical factors in the restraining forces that the company is not able control are the high energy cost.For example, the Sri Lankan market is yet to grow but cost is very high4- Conflicts in DialogProblems will obviously arise in an environment where diversified people are working and oddly if two companies with two different cultures are merged.In Dialog case, most of the conflict arises at the individual levels mainly due to difference in their personal views since some might think the change as a positive thing while others might take it as a threat or risk for them. Also several issues rose because Suntel staff had the speck that they might be treated unequally or they might not get all the rights what Dialog company staffs already had.4.1- Sources of conflictsDuring the change process, several conflicts raised in Dialgue which was mainly due to the following reasonsNature of work activitiesWhen we take company buys but the Company the sales staff do all the credential promising to give the service within two days. But if they do not hear from the company and technical staffInformation not passed properlyCommunication barriers as difficulties in communicating to all levels of t he staff can cause misunderstanding and as a result may create problems especially at the very lower level staff. For example Messenger level staff would not be able to access to intra-net plus they might not be able to understand internal memos or notices written in foreign language).Differences in perceptionAlso different peoples perception would be different. Some may feel that merging the two companies would be obviously an opportunity for their career improvement while other might take it as a huge threat.Uncertainty of Job Security conflicts occurred..4.1- Effects of conflictsConflict situations sometimes can be taken as a positive thing depending on the situation. However, some of the main negative effects of conflicts areStressDe-motivationAbsenteeism (5%)Staff turnover (5%)4.1- Resolving conflictsWhen it comes to conflict within the company, Dialog takes all the relevant actions at the right time to avoid unnecessary fights and disagreements. This is because they believe t hat it would hugely affect the productivity level of the employees.The company has a written code of conduct where every employee follows and is aware about the companies policies and procedures. When handling conflicts, the military issue is first discussed at the supervisor or the relevant department level and thereafter then line Manager. If the matter is still not solved then the issue is raised to the HR Dept and further to Senior Management level. In worst cases, Arbitrators are invited to solve the problem if required.When it comes to the procedures, first the staff is negotiated verbally and if that does not help, written explanation as well as enquiries is done. However if all these actions do not work then written warnings are also given.5- Change Management through organization learning51- Single Loop Double Loop Learning modelAs per the model, Dialog uses the two ways to learn from their experienceSingle Loop LearningThe company takes corrective action to avoid or reso lve a mistake but does not go deep into the matter.Double Loop LearningThis is where the company looks into the root of the problem to find the underlying cause of the problem.6- closureBased on the above information and extensive research done, it may be concluded that the company has a very open and transparent culture. In addition, it is successful in managing culture, change and conflict. This is because Dialog Company has a set procedure for everything as per their Code of Conduct.Further when a new staff joins or is recruited, the staff will be provided with a clearly written job description so that everybody would know what is their role and what is expected from them.7- RecommendationsAlthough the company is successful in managing change and conflicts, the following recommendations would enable the company moreBuild an innovative platform to encourage creativity among staffAlthough staff is given the opportunity to come up with innovative ideas, at the moment the company do es not have a special departmentWhen outsourcing give more choice to employees to choose their own wayWhen outsourcing we feel that the staff should be given a chance to choose what is best for them. For example in case when card centre of Dialog was outsourced, they were not given any chance for their own views whether they want a transfer to another department within Dialog or want to join the new company. If they should have given the chance or at least got some feedback, then they might not have felt negative.Introduce job enrichment to motivate the staffsAt the moment there is no job rotation or job enrichment programes within the company. However, if job enrichment programme is introduced, the staff would feel more motivated and responsible for their work. It would enable them to try new tasks and stretch their skills beyond what they have been doing all the time.Go GREENIn order to reduce the companys high energy cost, it can go to solar panels

Physical Structure Of Management Information System

Physical Structure Of oversight knowledge schemeJump toPhysical Structure of perplexity Information SystemsManagement Information System Types values of Management Information SystemsDis returnss of Management Information Systems Management Information Systems in BankingConclusion and RecommendationsThe report on Management breeding systems reviews the situation of information systems in an government activity. It is a system through which organization takes an good closing which friend to attain the over single targets of an organization. A wariness Information System is a system which enlighten ups of people, computers and procedures for pile up and organizing of information that pull up stakes help mangers to take decision in an organization. It aims as to provide information to the height level managers so that they commode take effective decisions in an organization.Information system is a system which helps manager to make effective decisions for an organiza tion. Information system can be defined as a set of interrelated components that collect, process, store and distribute information to the vigilance of an organization for making effective decisions, to ensure coordination and control in an organization. (Laudon, 2006)Information systems consist of information related to people, pastures and things in an organization or outside the organization .i.e. the environment surrounding business. (Laudon, 2006)Functions of an Information SystemInformation systems consist of three distinguished activities which provide information to an organization to make relevant decisions, to control operations of an organization, to identify problems and to create new products and function. Three important activities in an information system are input, processing and output. (Laudon, 2006)Input collects information from within the organization or from its external business environment.Processing converts the information to an useful and meaningfu l form i.e. informationOutput helps to make acquirable the processed information to the user of information. Output also provides feedback to the organization.Management Information SystemA centering information system is a computerized system (Sarkissian, 2009) that is designed to provide useful information to an organization which will help them to make decision so as to attain their short term and long term goals.MIS is a combination of people, computers and procedures for collecting and organizing information in an organization that is useful for decision making in an organization. (Sarkissian, 2009). MIS is an integrated system for gathering relevant information, convert it in to right information and supplying the relevant information to c at oncerned executive thus it is a system to provide the right information to the right person at the right time.( solicitude-hub.com)The main objective of MIS is to provide necessary information to an organization so as to manage organiz ation effectively. It is a communication tool mingled with the top forethought and staffs that helps organization to attain their overall goals.( Sarkissian, 2010)Physical Structure of Management Information SystemsA MIS is an organized system which consists of people, hardware, and communication networks and data sources that collects, alters and distributes information in an organization. It is a tool which helps mangers in making decisions by providing regular tend of accurate information in an organization. (Sarkissian, 2009)The physical components of an MIS include hardware, software, database, personnel and procedures.HardwareHardware consists of all physical components of a computer system exchangeable key processing unit (CPU), input devices, output devices, storage and communication devices. (Sarkissian, 2009) software systemSoftware is an interface between the information system and users of information system. Software can be of two types system software and applica tions. The system software includes the operating system and special purposes programs. Application is developed to achieve a specific task. Software plays an important part in MIS. (Sarkissian, 2009)DatabaseA database is a substitutionly managed and organized collection of data. Database helps to store data in an organized manner and to make available to those who need that data. Database helps to reduce duplication of data as it is centrally managed data one data can be store at one place avoiding redundancy and duplication of data. (Sarkissian, 2009)ProceduresProcedures are essential for effective use of information system. Procedures consist of various instructions uniform user instructions, instructions for input preparation and operating instructions. These instructions help in using information system effectively. (Sarkissian, 2009)PersonnelNumber of personnel is required for implementation of MIS like computer operators, programmers, systems analysts and managers. gentle man beings are key requirements for implementation of MIS. In MIS both technical and managerial level people are required for proper implementation of MIS. (Sarkissian, 2009)Types of Management Information SystemsThere are four types of Management Information systems (Sarkissian, 2009)Transaction processing systemsTPS is a type of MIS which records a huge volume of recurring and routine data. They were introduced in the 1960 and are apply widely today. TPS record transactions relating to inventories, bare materials, customers and gross revenue. Many organizations use these systems to record day to-day transactions like fixs use these systems to record deposits and payments make into bound accounts and Manager Use TPS to record transactions related to payments made to suppliers, customer billing and so on. (sarkissian, 2010). These systems help manager to determine trends in data and help them to plan accordingly in order to achieve overall organizational objectives.Operations in formation systemsThese systems were introduced after TPS. They access data from TPS and organize data into a useable form. They were basically use to obtain data related to sales, inventory, and accounting and other performance related information. Operations information systems are used to plan and schedule production and assembly functions. (sarkissian, 2010). They help managers to take various curial decisions like how much raw materials to be ordered, when to schedule production and when to assemble the utmost products. It also help managers to take decisions about the manpower which will be require in the production and assembly processes.Decision support systemsA DSS helps managers to make important decisions. It consists of three fundamental componentsDatabase prudence system (DBMS) it stores large amount of data related to all problems the DSS has been designed to tackle.Model-based management system (MBMS) it helps to convert data from DBMS into useful information which h elp managers in decision making process.Dialog generation and management system (DGMS), it provides a user-friendly interface between the system and the managers who are not experts in computer. (sarkissian, 2010).Expert systemsThese systems uses human knowledge stored in a computer to solve problems same as human beings. These systems recognize, organise and solve a problem. They also explain their solutions and learn from their experience. (sarkissian, 2010)Advantages of MISMIS helps organization in their functioning. MIS record, process and tabulate all business transaction which helps organization to refer to the relevant data and to make repairments in the business transaction where the organization feels that they are lacking behind. (Moorty, 2009)For example the organization can compare actual and projected sales and can take necessary steps to improve their sales performance. (Moorty, 2009)MIS helps the top management of an organization in good decision making. It also hel ps the top management to evaluate whether the allocated resources have been properly utilized and whether the targets are been met by each department.It helps to facilitate a two way communication process in an organization. (Moorty, 2009). The top management communicates to employees what is expected from them and employees discuss their problems to their top management. Therefore MIS ensure an effective communication in an organization.Facilitates planning and controllingMIS provides relevant information from the top management to people working as staffs in an organization. It helps the top management to facilitate proper planning of organizational activities by providing relevant data of past and present. MIS integrates all information and ensures that each department is aware of the problems and requirements of another department and thus leads to co-ordination in an organization. (management-hub.com)Relevant InformationMIS only provides relevant data by densification the huge amount of data which helps management in quick decision making.Fast reaction to market changesMIS provides facts, data and trends which help organization to react straight accordingly to the changes happening in the market. (Pirraglia, 2010)Competitive advantagesToday Competition is rattling strong in any industries. It is important for an organization to identify their combative advantage in order to differentiate them in the market. MIS provides huge amount of data to management which help them to identify their competitive advantage and to make strategies to enhance their competitive advantages through their decisions. (Pirraglia, 2010)Disadvantages of MISMIS is a useful tool for management for making effective decisions for an organization. But there are many limitations of MIS which are as follows.MIS cannot be used independentlyMIS cannot be use independently in an organization. MIS provides only information which is useful for an organization but the interpretation and an alyzes of the information requires human being and and then MIS cannot use interpedently in an organization. (Moorty, 2009)MIS ExpenseMIS helps in effective decision making process but the implementation of MIS in an organization can be precise expensive as all the divisions and processes of an organization should be reviewed. Training of new employees for the MIS can also add up to implementation charges. Besides this the installation charges are also huge. (Vitez, n.d)Employee TrainingMIS helps in effective decision making through review of all the processes and operations of an organization and proper trained employees are important for MIS implementation. Employees are involved in all the operations and processes of an organization and providing proper training to the employees will help the organization to achieve their overall objectives. (Vitez, n.d)MIS FlexibilityMIS once installed in an organization whitethorn prove to be inflexible. And Changes in MIS program may require huge costInformation FlawsMIS helps management in effective decision making by providing information to the management. The main disadvantage of MIS could be that MIS sometimes gives improper or inadequate information to the management which makes it difficult for management in making decisions. (Vitez, n.d)Analysis and DiscussionExample Lakshmi Vilas BankLakshmi Vilas Bank is a fast growing private sector border in India. The bank provides its banking services to several customers through a network of 271 branches and 168 ATMs spread over 14 states and one union territory. (lvbank, 2010)The products of Lakshmi Vilas bank consists of business credit, home loans, rental loans, political machine loans, education loans, SME credit facilities, NRI Services and online banking. It also provides mutual funds products and life insurance products of Aviva Life Insurance Co. Ltd. and general insurance products of Bajaj Allianz General Insurance Co. Ltd. (lvbank, 2010)The LVB has been whir l various technology products through innovative delivery channels like NEFT, RTGS, SMS Alerts, SMS Pull Services, Net Banking, ATMs Mobile Payments and E-commerce. (cxotoday)Online services provided by Lakshmi Vilas bankNational electronic Fund Transfer (NEFT)NEFT is an efficient, see to it and reliable system of funds transfer between accounts of customers of different banks. (lvbank, 2010) REAL TIME GROSS SETTLEMENT SYSTEM (RTGS) RTGS enables an efficient, secure and reliable transfer of funds between accounts of customers of different banks. (lvbank, 2010)INTERNET BANKING Internet banking allows customers to do their financial transaction from secure website of bank. Lakshmi Vilas Bank started internet banking on exalted 9, 2008. This facility is available to all their customers, who wish to do online banking. (lvbank, 2010)SMS BANKING Lakshmin Vilas bank also provides SMS banking to their customers. Using the mobile customers can enquire about their account balance and the c ondition of their cheque book (lvbank, 2010) Electronic Clearing Service (ECS)Lakshmi Vilas Bank provides ECS facility to their customers. It allows fund transfer electronically and it is generally used for bulk credit and debit transactions like distribution of dividends, interest, salary pension, payment of bills. (lvbank, 2010)Problems Faced By Lakshmi Vilas BankThe Banks systems were unable to provide collective information to the manager which resulted into delay in decision making process even during emergency. (Microsoft, 2009)The accounts and planning team spend a huge amount of time in collating financial data from 250 branches which was submitted in various format. Analyzing all these data and preparing statutory reports took valuable time and resources of the bank. (Microsoft, 2009)The efficiency of the bank was affected due to lack of up to date information (Microsoft, 2009)Customers valued fast information and more reliable information.Employees Productivity was affect edManagement was facing problem in their decision making process due to unavailable of proper information.Use of Information systems in Lakshmi Vilas BankLakshmi Vilas Bank International Visa Debit Card.The Visa debit cared introduced by Lakshmi Vilas Bank has help the bank to provide its new as well as existing customers with the facilities to shop, pay their bills, book their movie or airline and rail tickets online. (lvbank, 2010)MPLS architectureIt is the first bank in Tamil Nadu to achieve 100% Multiprotocol Label Switching (MPLS) Architecture. The implementation of MPLS architecture helped LVB to reduce network operating cost as well as to provide higher availability of network for the branches. It helped bank to better performance of the application at branches through lesser congestion o the network.MPLS architecture will help bank to reduce maintenance and operational cost of 21 hubs of their bank. (cxotoday)Enterprise storage solutionLVB has acquired enterprise storage sol ution which is a centralized system and will help bank to consolidate all its business database into one single system to effectively manage their customers. This solution has helped the bank to improve their overall efficiencies. (Information week, 2010)Datacraft IT security infrastructure and datacenter upgradingDatacraft is a provider of IT solutions and services. It had given IT security infrastructure and datacenter upgrading to LVB which will help the bank to avail the benefit of security for all their branches. (ciol, 2010)D2K technologiesThe bank chose MIS solution offered by D2K technologies while helped bank for consolidating real and accurate information for internal and compliancy related reports.(Microsoft, 2009)Microsoft SQL Server 2008Microsoft SQL Server 2008 provides security and reliableness to banks business applications. As Mentioned by chief technology officer of Lakshmi Vilas Bank which says that the speed with which they were able to provide information to i nternal stakeholders, customers and government departments has improved significantly. (Microsoft, 2009)Advantage of information Technology and MIS in the Lakshmi Vilas BankMIS in LVB helps the bank in their accurate reporting and functions of the bank. It helps them to plan their business activities, performance their business review and to give-and-take information in accurate time. (expressindia, 2001)Savings and Earning Potential UpMIS has help bank to savings in many forms. The branch is not busy preparing dictation and the account department does not spend much of their time collating reports of 251 branches. On an average each person saves almost 3 hours a day guide to huge savings in people cost. The systems has also helped bank to available all the data centrally and that is why the branches doesnt have to submit their report to central office. (Microsoft, 2009)Improves Financial Management ComplianceThe time spends on consolidation of statements from 251 branches by th e account department and planning department has been reduced by 30%. As stated by assistant manager of Lakshmi Vilas Bank, Compliance and reporting to the RBI and other government agencies have become fast and accurate as per compliance requirements. (Microsoft, 2009)Dashboards Enable Management with Decision MakingThe decision support system type of MIS enables management in fast decision making process by providing tabular and graphically representation of information. This system provides banks management by setting new goals by evaluating past trends. Each employee of the bank can access relevant and more secure information from central location. Customers and all stake holders of the bank can access relevant information from the bank. (Microsoft, 2009)Conclusion and RecommendationsInformation system is a system which helps management to take effective decisions for an organization. It is a tool which collect, process, store and distribute information to the management. Informa tion systems are useful for providing information rather than raw data to the management. Data only shows number whereas information provides logical agnizeing of a figure.Information systems basically consist of data related to people, process and procedures deep down the organization as well as it provides information of external business environment affecting the business.Information system performs the functions of processing of input into output .i.e. collecting of data and processing of the data into information and thereby helping managers in their decision making process.Management information system is a computerized system of providing information to the manager so that they can take long term and short term decisions in an organization.MIS is organized system which consists of people, hardware, and communication networks that collect data and transform that data into information.There are various types of Information systems based on different levels of organization i.e . strategic level dealing with the top most management for their long term decisions. Management level which deals with various managers with their plans and operational level that deals with the day to day activities of business.There are different types of Management information systems like Transaction processing systems that records huge volume of recurring and routine data like raw materials, inventories, customers and sales. Operations information systems track data from TPS and whose aim objective is to plan and schedule production and assembly functions. Decision support systems deal with making important decisions. Experts systems is a system which helps organization in solving their problems like human beings through their past experience.MIS helps organization by providing various benefits like MIS compares the performance of an organization which helps managers to identify whether the organization is performing good or not. It helps management in their decision making pr ocess by providing useful information to them. It is a tool of communication between top level management and employees. It provides only relevant data to management by compressing huge amount of data. It helps to ensure better co-ordination in an organization. It helps company to identify their competitive advantage and help them to enhance the value of their products.Besides various benefits there are some limitations of MIS like MIS cannot be independently used in an organization. The expense of installing MIS is very huge. MIS is a technical product which requires organization to provide training to huge number of their employees. Once a MIS is installed it is very costly to change that MIS system. Sometimes it may happen that MIS provides inadequate data which may not prove helpful for an organization.We have also taken example of Lakshmi Vilas bank in order to understand the impact of information systems on the working of the bank. It helped this bank to increase the speed and accuracy of information flow in the organization as well as outside the organizationToday MIS is a useful tool of making effective decisions in an organization so it is very important that it should have no limitations. The cost of implementing MIS in an organization is very huge and is not flexible enough so it is important to make available MIS which doesnt cost much for an organization and which can accept changes.As stated earlier in our example of Lakshmi Vilas bank, the bank is using Information systems effectively and earning profits from it but there are many things bank should focus onWith the increase in technology Bank should update their IS so that they can provide their customer with better services and increase its productivity.The IS used in a bank should be more secure.Thus Management Information system helps management in their effective decision making process and help them to run their organization profitably.

Marketing Strategies of Primark

merchandise Strategies of Primark1.0 IntroductionThe research report nether consideration is aimed to explore the material subr come forwardine played by merchandising Strategies in todays modern and projectile descent environs. merchandising has gained substantial importance and has become first priority of finality makers in any organisation.This document presents a research report analyzing and prodigy merchandise environment face by starring(p) seller Primark with special contract on emulous digest.Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is foster largest garb seller in conditions of gross revenue and revenue with its existence chiefly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it pass on become leading vestments retailer.This colossal research is aimed at exploring menstruation trade strategies realiseed and evaluating their effectiveness. The full of behavior shadowv as of current segmentation, targeting, spot and mark strategies of Primark and an extensive trade analysis is carried out to suggest future selling strategies and growth argonas and to improve and sustain caliber of services provided. The expected outcomes of document argon recomm demiseations to employment commercializeing strategies tactic solelyy in right-hand(a) making to enjoy sustainable growth.1.1 Reason for choosing the topicI pick up selected this topic realizing the fact that in todays intensively competitive ph bingle line environment, financial victoryof any association depends on combined efforts of its financial dodge and merchandising outline. In fact, only those companies thrive in melody who works almost with their guests and, marketing has become a successful tool to create a simile with customers indirectly. From sm completely to large, every organisation is realizing that effective marketing strategies potful cast up look upon and exert tr emendous influence all over their aptitude to attract customers, leave positive clashing on caller-outs performance and profitability.Marketing is be as counsel lick that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking riffle variables (Product, Price, Promotion and Distri providedion) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors and furys outside that be active marketing perplexitys ability to make grow and maintain successful tellingships with its target customers (For further development on Marketing Environment, see Appendix I).1.2 Reason for choosing sell manufacturing and PrimarkReason for choosing retail industry for research project is because it is a heights profile and constantly changing logical argument at the sharp end, but instantly-a-days, retail industry in UKis under gra duate(prenominal) pressure as key factors wish tumefy troubled mortgage and ho employ market, rising fuel scathes and utility bills, full(prenominal) interest rates in UK ar challenging retail environment as comp bed to years of laborious growth between 2002 and 2004. Formally retail is defined as sale of commodities to house suck or ultimate consumers (Barry and Evans 1986).Retail industry fag be categorised in various sectors as food retailers, health and p apiece retailers, clothing and footwear retailers, home furniture and household satisfactorys retailers etc. tho now discount, budget or nurse retail in UK has taken on a higher(prenominal) profile over recent years despite make of ecological niche. Especially interests permit largely centered on growth of nurture or discount clothing retail industry.The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is aid largest clothing retailer in UK in terms of s ales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession magazines of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing occupation environment which demands that marketing process of a large retail organisation resembling Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to chequer its effectiveness.2.0 Primark A Brief Overview Of The BusinessPrimark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with inventable clothing regardless of social status. It emerged as major force in the British retail industry, contributing through its small(a) price take account and great tincture sort fruits for everyone in society as a unanimous and leaves remarkable impact on social, environmental and honourable behavior of deal. Primark does non rip off its customers and presents ex pris on cellent example of it motto which states look good, relent less Primark, (2010).Most of their clothes be bought from same factories as some other agency retailers and people producing them atomic number 18 paid exactly the same whatever chase and whatever price in shop. Companys success is establish on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high feel, fashion basics at value for bills prices. They ar able to offer much(prenominal) good value and good lineament because of start mark-ups and big volumes. Their overhead costs are extremely low as they do non run expensive advertising campaigns instead they puzzle wonderful strategic marketing flak that stands them out.3.0 Marketing Strategy Of PrimarkRetail clothing in dustry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market high-energys, and environmental shifts) are all big(p) for formulating a corporate strategic plan. Primark has well organized strategic drive marketing and Product marketing approaches in place.3.1 Target Marketing ApproachStrategic marketing is about achieving maximum possible differentiation over alter provide in bear oning customer adopts, gaining and sustaining competitive advantage and capitalizing on corporate specialness and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements to a greater extent closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only extends opportunity but withal reduces boilers suit costs incurred by company. This process is called target marketing and it essential(prenominal) be carried out systematically to be effective and for this purpose it evoke be dual-lane into three demonstrates as in Figure3.1.1 SegmentationAt first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to act favourably to different products, services or marketing melt. Company needs to determine most appropriate basis for segmentation, identify characteristics for for each one segment and develop criteria to evaluate their commercial attractiveness and viability. Market segmentation allows managers to see clearly the assortment within their markets and unco ver opportunities that whitethorn exist or segments whose needs begin not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each baseAs Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all preceding(prenominal) determined segmentations bases and variables are important but demographic factors are the most reliable forward base for segmenting Primarks consumer market, as they are most meaningful.Main demographic variables for Primark consumer market are found as in charts downstairs. All demographic factors are determine accord to their percentage copulation attractiveness for targeting them depending upon their market dish out for Primark. Hhighlighted segments in diagrams are identified as most meaningf ul for Primark and they must be targeted to gain marketing objectives.3.1.2 TargetingNext stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, maturation an appropriate marketing prance for them and develop segment insurance coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in tell for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. erst determined which segment attractiveness factors are important, evaluate each of those factor against selected segments victimization segment attractiveness evaluation matrix below at that place are four different targeting approaches mint be considered to develop marketing mix to meet marketing objectives. Un punctuated marketing is use for one marketing mix, targeted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who allow learn control over other segments. Customised marketing is used for one marketing mix per customer as in practice belowFor Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers burn be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments.3.1.3 PositioningIn third phase of product sideing all marketing mix subdivisions are designed to fit a g iven place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further education). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a denounce. For instance, it was identified from a sample of female teenagers that were surveyed, that universe trendy and stylish, having a good range of clothing, and good brand spirit, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark. blur positioning provides insight into brand performance and gives important inputs for marketing communications used to support a brand. T hrough communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and doojigger and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money.3.2 Product Marketing ApproachA companys performance is closely linked to its marketing strategies. separately companys strategy must be unique since each company is different with observe to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix I plot current and potential products along one axis and current and potential bare-assed markets along other axis. Thus it demonstrates l ow and high risk of infection options and helps to think about business growth with parvenu or existing products in rude(a) or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a serial of suggested growth strategies.Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or annex market share of its current products by a confederacy of competitive set strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market ugly for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and join ons its usage by existing custo mer. One of penetration strategy adopted by Primark is elaborateness of shop floors and opening modernistic stores.Market development is a growth strategy where business seeks to sell its existing products into parvenu markets. There are many a(prenominal) possible ways of approaching this strategy, including moving to new geographical markets for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by open uping high tech website for online sales.Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can hail to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, it must have a clear view about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure4.2.1 Product Portfolio abbreviationMarketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, Marketing miscellanea is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others.Marketin g Mix is viewed as combination of elements that give way to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure belowPrimark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated provide not only profitability but also considering customer needs as in figure,Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements .4.3 taint StrategyA successful marketing mix contributes to good marketing of a product hence there must be a brand strategy in place. American Marketing experience (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a kind view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target node and/or Client, Competition Product and Service Mix, Unique Selling Proposition inaugural step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measurin g stick in evaluating marketing strategies. Primark has an extensive brand portfolioBrand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives includeDelivers message clearlyConfirms your credibilityConnects your target prospects emotionallyMotivates buyerConcretes User LoyaltyGaining a specific number of new clients in next yearPositioning company as an industry leader in next 12 monthsTo succeed in branding company must see to it needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand. With a strong bra nd company builds credibility, has more influence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower.Identifying marketing targets enables company to find opportunities accessible. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both sequence and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious.Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can exert your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can challe nger, timing, financing, location, lack of demand, suppliers not meeting demands and targets. In order to face these obstacles its important to spend condemnation doing a careful analysis of products or service to countenance in developing brand, and positioning products in the market.Last step in brand strategy is branding companys identity in mart where image is all about appearance of packaging. Its important to realize that packaging always all has a electronegative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others take in often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, respond system, presentation of finished products.Brand equity does not develop instant aneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous affair for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitive offerings. It must also be consis tently reinforced throughout all phases of an organization, from senior executives to customer service, business development and even business partners.Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is liner many challenges and standing at verge of it survival in long term.Market query World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals information by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last sise months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to come through in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries second one is the development of six added-value activities niche, Quick Response, full package, innovation, branding and retail.Elaine Giles, Research Manager, TNS says, Shoppers are starting to favour higher priced retailers and premium end of market is acting well. Growth of value sector last year came on post of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate.4.0 Strategic Marketing Environment analytic thinkingPrimark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. rebate cloth retailing in UK has several characteristics including clearance outlets, core business discounters, aforethought(ip) purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation Porters Five Forces abbreviation, SWOT Analysis and PESTLE Analysis.4.1 Porters Five Forces AnalysisFirst of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A belowThe threat of new entrants in market is a critical element haunting Primark much as there are less adit barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to guard their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry.Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no embossment for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute.Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market.Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in nipper labour and Primark has to cut-off ties with them immediately which is unquestionably a big blow for Primark. Primark pays its supplier competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs.Apart from louvre forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below(For PESTLE Analysis, refer to Appendix II and for SWOT Analysis, Appendix III)Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market Primark has adopted an approach of Think globally, Act locally as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers.Primark faced a major blow to its reputation on 24 June, 2008 afterward being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth 700 million and is dedicated to improve their standard of backing and quality of life. For this, Primark has established Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In reaction to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stop buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it Achiever i n year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV)Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish.victimization this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned accor d to these drivers. Understanding complexity associated with different attributes and brands can be made easier by developing a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceive according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition.Mapping can provide real insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differ entiate on attributes that matter to customers and how to compete more effectively in target market.4.2 rivalry AnalysisLike any other business, Primark is also facing gawk competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise.In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available while Primark do not use even single media for advertisement. Marks and SpencMarketing Strategies of PrimarkMarketing Strategies of Primark1.0 IntroductionThe research report under consideration is aimed to explore the significant role played by Marketing Strategies in todays modern and dynamic business environment. Marketing has gained substantial importance and has become first priority of decision makers in any organisation.This document presents a research report analyzing and forecasting marketing environment faced by leading retailer Primark with special focus on competitive analysis.Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is second largest clothing retailer in terms of sales and revenue with its existence mainly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it will become leading clothing retailer.This extensive research is aimed at exploring current marketing strategies adopted and evaluating their effectiveness. The critical review of current segmentation, targeting, positioning and branding strategies of Primark and an extensive market analysis is carried out to suggest future marketing strategies and growth areas and to improve and sustain quality of services provided. The expected outcomes of document are recommendations to use marketing strategies tactically in decision making to enjoy sustainable growth.1.1 Reason for choosing the topicI have selected this topic realizing the fact that in todays intensively competiti ve business environment, financial successof any company depends on combined efforts of its financial strategy and marketing strategy. In fact, only those companies thrive in business who works closely with their customers and, marketing has become a successful tool to create a relation with customers indirectly. From small to large, every organisation is realizing that effective marketing strategies can add value and exert tremendous influence over their ability to attract customers, leaving positive impact on companys performance and profitability.Marketing is defined as management process that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking mix variables (Product, Price, Promotion and Distribution) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors and forces outside that affect marketing managements ability to d evelop and maintain successful relationships with its target customers (For further information on Marketing Environment, see Appendix I).1.2 Reason for choosing Retail Industry and PrimarkReason for choosing retail industry for research project is because it is a high profile and constantly changing business at the sharp end, but now-a-days, retail industry in UKis under high pressure as key factors like troubled mortgage and housing market, rising fuel prices and utility bills, high interest rates in UK are challenging retail environment as compared to years of strong growth between 2002 and 2004. Formally retail is defined as sale of commodities to household or ultimate consumers (Barry and Evans 1986).Retail industry can be categorised in various sectors as food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers etc. But now discount, budget or value retailing in UK has taken on a higher profile over recent years despite effects of recession. Especially interests have largely centered on growth of value or discount clothing retail industry.The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is second largest clothing retailer in UK in terms of sales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession times of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing business environment which demands that marketing process of a large retail organisation like Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to determine its effectiveness.2.0 Primark A Brief Overview Of The BusinessPrimark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with fashionable clothing regardless of social status. It emerged as major force in the British retail indus try, contributing through its low price value and great quality fashion products for everyone in society as a whole and leaves remarkable impact on social, environmental and ethical behavior of people. Primark does not rip off its customers and presents excellent example of it motto which states look good, pay less Primark, (2010).Most of their clothes are bought from same factories as other fashion retailers and people producing them are paid exactly the same whatever label and whatever price in shop. Companys success is based on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high quality, fashion basics at value for money prices. They are able to offer such good value and good quality because of low mark-ups and big volumes. Their overhead costs are extremely low as they do not run expensive advertising campaigns instead they have wonderful strategic marketing approach that stands them out.3.0 Marketing Strategy Of PrimarkRetail clothing industry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. Strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Primark has well organized strategic Target marketing and Product marketing approaches in place.3.1 Target Marketing ApproachStrategic marketing is about achieving maximum possible differentiation over competition in meeting custo mer needs, gaining and sustaining competitive advantage and capitalizing on corporate strength and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements more closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only increases opportunity but also reduces overall costs incurred by company. This process is called target marketing and it must be carried out systematically to be effective and for this purpose it can be divided into three stages as in Figure3.1.1 SegmentationAt first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to respond favourably to different products, services or marketing mix. Company needs to determine most appropriate basis for segmentation, identify characteristics for each segment and develop criteria to evaluate their commercial attrac tiveness and viability. Market segmentation allows managers to see clearly the diversity within their markets and uncover opportunities that may exist or segments whose needs have not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each baseAs Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all above determined segmentations bases and variables are important but demographic factors are the most straight forward base for segmenting Primarks consumer market, as they are most meaningful.Main demographic variables for Primark consumer market are identified as in charts below. All demographic factors are identified according to their percentage relative attractiveness for targeting them depending upon their market s hare for Primark. Hhighlighted segments in diagrams are identified as most meaningful for Primark and they must be targeted to gain marketing objectives.3.1.2 TargetingNext stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, developing an appropriate marketing mix for them and develop segment coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in order for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. Once determined which segment attractiveness factors are important, evaluate each of those factor against selected segments using segment attractiveness evaluation matrix belowThere are four different targeting approaches can be considered to develop marketing mix to meet marketing objectives. Undifferentiated marketing is used for one marketing mix, targ eted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who will have control over other segments. Customised marketing is used for one marketing mix per customer as in figure belowFor Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers can be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments.3.1.3 PositioningIn third phase of product positioning all market ing mix elements are designed to fit a given place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further information). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a brand. For instance, it was identified from a sample of female teenagers that were surveyed, that being trendy and stylish, having a good range of clothing, and good brand reputation, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark.Brand positioning provides insight into brand performance and gives important inputs for marketing commu nications used to support a brand. Through communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and convenience and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money.3.2 Product Marketing ApproachA companys performance is closely linked to its marketing strategies. Each companys strategy must be unique since each company is different with respect to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix I plot current and potential products along one axis and current and potential new markets along other axis. Th us it demonstrates low and high risk options and helps to think about business growth with new or existing products in new or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a series of suggested growth strategies.Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or increase market share of its current products by a combination of competitive pricing strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market unattractive for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and increases its usage by existing customer. One of penetration strategy adopted by Primark is expansion of shop floors and opening new stores.Market development is a growth strategy where business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including moving to new geographical markets for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by launching high tech website for online sales.Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can appeal to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in whic h it has little or no experience. For a business to adopt a diversification strategy, it must have a clear idea about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure4.2.1 Product Portfolio AnalysisMarketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, Marketing Mix is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others.Marketing Mix is viewed as combination of elements th at contribute to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure belowPrimark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated catering not only profitability but also considering customer needs as in figure,Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements.4.3 Brand StrategyA successful marketing mi x contributes to good marketing of a product hence there must be a brand strategy in place. American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target Customer and/or Client, Competition Product and Service Mix, Unique Selling PropositionFirst step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an extensive brand portfolioBrand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives includeDelivers message clearlyConfirms your credibilityConnects your target prospects emotionallyMotivates buyerConcretes User LoyaltyGaining a specific number of new clients in next yearPositioning company as an industry leader in next 12 monthsTo succeed in branding company must understand needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand. With a strong brand company builds credibility, has more influ ence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower.Identifying marketing targets enables company to find opportunities available. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both time and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious.Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can keep your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can competition, timing, financing, location, lack of demand, sup pliers not meeting demands and targets. In order to face these obstacles its important to spend time doing a careful analysis of products or service to assist in developing brand, and positioning products in the market.Last step in brand strategy is branding companys identity in marketplace where image is all about appearance of packaging. Its important to realize that packaging always either has a negative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others recognize often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, answering system, presentation of finished products.Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous battle for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitive offerings. It must also be consistently reinforced throughout all phases of an organization, from s enior executives to customer service, business development and even business partners.Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is facing many challenges and standing at verge of it survival in long term.Market Research World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals data by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last six months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to survive in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries second one is the development of six added-value activities niche, Quick Response, full package, innovation, branding and retail.Elaine Giles, Research Manager, TNS says, Shoppers are starting to favour higher priced retailers and premium end of market is performing well. Growth of value sector last year came on back of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate.4.0 Strategic Marketing Environment AnalysisPrimark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. Discount cloth retailing in UK has several characteristics including clearance outlets, core business discounters, planned purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation Porters Five Forces Analysis, SWOT Analysis and PESTLE Analysis.4.1 Porters Five Forces AnalysisFirst of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A belowThe threat of new entrants in market is a critical element haunting Primark much as there are less entry barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to defend their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry.Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no substitute for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute.Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market.Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in child labour and Primark has to cut-off ties with them immediately which is definitely a big blow for Primark. Primark pays its suppli er competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs.Apart from five forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below(For PESTLE Analysis, refer to Appendix II and for SWOT Analysis, Appendix III)Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market Primark has adopted an approach of Think globally, Act locally as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers.Primark faced a major blow to its reputation on 24 June, 2 008 after being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth 700 million and is dedicated to improve their standard of living and quality of life. For this, Primark has established Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In response to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stopped buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it Achiever in year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV)Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish.Using this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned according to these drivers. Understanding complexity associated with different attributes and brands can be made easier by developin g a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceived according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition.Mapping can provide significant insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differentiate on attributes that matter to customers and how to compete more effectively in target market.4.2 Competitor Ana lysisLike any other business, Primark is also facing tough competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise.In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous s peed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available while Primark do not use even single media for advertisement. Marks and Spenc