Marketing Strategies of Starbucks analysis

Marketing Strategies of Starbucks analysis This report will analyze the current trends in the specialty coffee segment are explained the business and marketing strategy of. Formation of successful marketing plan is the key point for a company to gain the competitive advantage over its competitors. The marketing plan evaluates the strategies currently adopting by the company. But the main theme of this report is to focus mainly on company marketing strategies with the help of SWOT Analysis, An off Growth Matrix, Boston Consulting Group Matrix, 4s. We will also try highlighting the company short term goals objectives, and how it can be achieved in the future. Starbucks coffee Company represents an excellent example of a company that has successfully marketed an experience. Moreover, its marketing strategies provide examples of positioning, image development, merchandizing, pricing, packaging, and market development. Starbucks success has helped propel the entire industry segment. The specialty gourmet coffee segment has been rapidly growing since the early 1990s. According to the specialty coffee Association, specialty coffee beverage retail outlets (gourmet coffee shops) increased over tenfold in past decade. Their locations are expected to double by 2015. The growth of this segment was stated and accelerated mainly by Starbucks coffee. Starbucks is the leader in this segment and is becoming one of the most well known international brands in the hospitality industry, as with Hilton and McDonalds. Starbucks opened its first shop in Seattle in 1971. Howard Schultz, the chairman, joined Starbucks in 1982 and introduced the Italian espresso bar concept in 1984. Becoming a public company in 1992. Starbucks accelerated the expansion of business with new capital. Starbucks has over 3,000 outlets in the United States and internationally and is rapidly opening new stores via joint ventures with local companies. Now Starbucks is the biggest coffeehouse chain in the Globe with 8,505 company-owned and 6,505 licensed stores in 42 countries, making a total of 15,011 stores worldwide. Starbucks sells espresso-based hot drink, drip brewed coffee fruit bottled, coupled with pastries, snacks, salads, coupled with sandwiches soups, other cold and hot drink. Competency of star bucks: To summarize, Starbucks has a high reputation for quality because of the following: The company goes to extreme lengths to buy the very finest Arabica coffees available on world markets, regardless of price. The companys freshness and quality are legendary. Beans that are held in bins for more than a week are donated to charity. Every piece of coffee-brewing equipment that is sold has been tested and evaluated. Each Starbucks employee is extensively trained to ensure that customers receive knowledgeable service. Mission Statement: To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The following six Guideline Principles will help us measure the appropriateness of our decisions: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way we do business. Apply the highest standard of excellence to the purchasing roasting and fresh delivery of our customer. Develop enthusiastically satisfied customer all of the time. Contribute positively to our communities and our environment. Recognize that profitability is essential to our future success. Starbucks has the following core values: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way we do business. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time. Contribute positively to our communities and our environment. Focus all resources to their coffee shop operation because they want to best serve for their customer. Encourage new and innovative ideas akin to maintain competitive growth. Dedicated thier self to continuous achievement in sales, profit and size of organization Market Demographics: The profile for the starbucks customer consists of the following geographic, demographic, and behavior factors: Geographic: The geographic survey may include the identification of total number of population, in society and total number of target customer in which you are operating (Lanchester, Massingham, Ashford 2002). The immediate geographic target market for starbucks is the total population of the UK which is 60,776,238 approximately. The specific targeted market of Starbucks is mostly the Employee of offices, students of schools, colleges, and universities. Demographics: Targeting adults and young adults is a good mechanism for Starbucks because this age level has the same interests as the foundation that promotes arts, culture, education, and the environment (starbucks.com). The company satisfies their customers through their advertising, support programs and, of course, their coffee. Psychographic: The people who want to enjoy a totally different coffee experience, they go to starbucks as it is positioned a completely different coffee shop. MARKET NEEDS: Starbucks has still succeed in providing a good quality coffee in wide rang plus snacks option for their cusotmer.Starbucks looking for perform the following benefits that are important to their customers: Selection: Starbucks want to excel on their competitors theory make easy availability of coffee and snacks in all of its shop, which not available at the larger, dominant coffee chains. Accessibility: Almost all kinds of coffee are exist from starbucks centrally located storefront. Customer service: The client will be daunted with the level of attention that they receive. Competitive pricing: Because it is highly competitive market, so the price of all range of coffee and other products should be price competitive. SITUATION ANALYSIS OF STARBUCKS: The company situation analysis is used at the business level to determine the strategic issues and problems that need to be addressed through the next three steps of the strategic planning process. Starbucks has own very good different kinds of strength to dominant in this industry make it to differentiate to others one in this market. This are the strength, those help starbucks to achieve their targets and desire goals. These are the stratbucks some important characteristics or strengths. STRENGHTS: Strong Brand Recognition Large retail distribution system Quality product Extensive product list Good supplier relationship Strong financial history Strong human resources WEAKNESSES: Even though starbucks posses a number of strengths but it also has some weakness too. starbucks needs to overcome on and deal them for remaining the top position in this competitive market. These are the s following list of starbucks weaknesses: Dependence on single source of business income Prices high relative to competition Strong dependence on suppliers Merchandise sales in stores OPPORTUNITIES: It is a fact that every company who enter in the market must have different kind of opportunities prevails in market. This is the important, how to recognize and make to strategy to acquire them, acquiring these opportunities is called success of company. Starbucks can more successes in market if they will be able to act upon these opportunities accordingly. The following new opportunities can help starbucks to success more in the future in the way of their business. Expansion into overseas markets Expansion into untapped U.K and worldwide markets Expansion of brand name into new products or business lines THREATS: Nobody knows about tomorrow. Especially for nowadays circumstances, world is changing dramatically. Some new threats are prevailing in the market with full swing of their effectiveness. Despite the fact of strong position of strabucks in the market, they are still need to keep eye on these threat get strong positioning and branding. These are the list of some very common internally and externally threats. Economic conditions may make consumers unwilling to pay high prices Political conditions abroad may limit expansion Increasing competition in coffee market May be reaching saturation point in some U.S markets Increase prices of raw material for coffee and other stuff BOSTON CONSULTING GROUP (BCG) MATRIX: In the mid-1960s the Boston Consulting Group (BCG) was founded to provide advice to strategic marketing planners. BCG developed a simple but useful strategic planning technique based on an analysis of a company product portfolio. The technique entail assigning each individual product of an organization to one of four possible cells in simple matrix according to the relative market share and rate of market growth associated with that particular product/business. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p382) In the BCG matrix, star quadrant is the most dominant place where the companies enjoy the high market growth and high market share. Thats why every company wants to stay in star quadrant. As STARBUCKS coffee shop is the renowned coffee chain in the world, thats why it clearly lies in the (STAR QUADRANT High Growth + High Share) because the annual sales of the company in last financial year 2009 are US $ 9.774 Million, moreover the coffee shop enjoying the highest market share as well in the coffee industry. ANSOFFS GROWTH MATRIX: An off has proposed the idea of product. Market scope to aid in the formulation and selection of strategies, particularly for those companies with growth objectives. The basic framework of this approach is the matrix comprises market on the vertical axis and on the horizontal axis products. In turn, each axis is subdivided into existing and new. Each cell of the matrix is form a different strategic alternative for achieving growth. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p380) In the ANSOFF growth matrix, the STARBUCKS coffee shop lies in the (MARKET EXPENSION Existing Product + New Market), because company is making very good profit in almost every coffee shop in different location of the world. Expending its coffee market in Middle East, and Asia could be very helpful for the companys profit because there is huge potential for the coffee market as there is no famous coffee shops in that part of the world. Just like recently they have opened their two coffee shops, one in China and other is in Kuwait. MARKETING MIX STRATEGY FOR STARBUCKS: The term marketing mix is attributed to the American Neil H. Borden and has been touched on several times in earlier chapters. As we have seen, the marketing mix consists of those marketing tools over which the marketer has control and therefore can vary in order to achieve overall marketing objective and strategies. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p380) In order to make appropriate strategies for gaining customers preferences and their loyalty, we need to understand as to how STARBUCKS Marketing Mix or 4 Ps have enabled the company to achieve superior customer satisfaction, and also in building a long-term relationship with its customers. Following are the some recommendations for STARBUCKS in relation with marketing mix: Frame Work of marketing Mix PRODUCT: Product is the bundle of benefits which the supplier offers to the purchaser. The particular set of benefits on offer will appeal to specific group of consumers: it is extremely unlikely that any product will appeal to everyone. Even products such as Coca-Cola, which is sold worldwide and is the worlds most recognized brand name has only a minority share of the soft drinks market. Many people simply dont like it, or think it is too expensive, or prefer other drinks which meet their needs better. Attempts to create a perfect product which suits everybody are likely to result in over complex, over expansive products, which is why product orientation has fallen into dispute. Decision that address the new product development process(innovation management), licensing strategies with potential partners, intellectual property rights, services provided to augment the revenue stream from base products product name/brand decisions ,development of complementary products by partners, creation of industry standards, packaging, and so forth, the critical need is to develop a stream of products with the right set of features to satisfy customer needs in a compelling yet simple fashion.( jakki j. Mohr, Sanjit Sengupta, Stanley Slater,2000, p7) In Starbucks they made purely their products to satisfying the needs of the customer, and they made coffee with the finest coffee ingredients of the world. The different range of coffee and snacks offered by STARBUCKS are as follow: ESPRESSO: Coffee Latte, Cappuccino, Vanilla Latte, Coffee Americano, Espresso COFFEE HOUSE FAVOURITES Caramel Hot Chocolate, Coffee Misto, Classic Hot Chocolate, Signature Hot Chocolate, Freshly Brewed coffee FRAPPUCCINO: Cinnamon Dolce, Java Chip, Espresso, Coffee, Caramel SPRING FAVOURITES: Cinnamon Dolce Latte, Caramel Macchiato PRICE: Price is the total cost the customers of buying the product. It therefore goes beyond the simple monetary costs: customers also consider the difficulty of purchase, the cost of ownership of the product, and even the embarrassment factor of owing the wrong brand. Some product has psychological association which customers find costly. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p380) Decisions that establish price points for the company products, and address issues related cost to produce/manufacturer the good, margins along the distribution channel, competitors prices (pricing relative to a specific firm market position), customer value, total cost of ownership for the customer, price for product bundles, and profitability.( .( jakki j. Mohr, Sanjit Sengupta, Stanley Slater,2000, p8). Price is the only element of the marketing mix that produces revenue, As such; it serves a tactical as well as an economic role for an organization 9Holloway and Robison 1995). The price charged sends many signals about the likely value of the product being offered and, as such, must be commensurate with the quality of experience, Starbuckss product prices are relative high than others, because they target those people of society who give the preference on quantity. Following are the some prices of STARBUCKS famous products: ESPRESSO: Tall Grande Vent Coffee Latte  £2.05p  £2.40p  £2.65p Cappuccino  £2.05p  £2.40p  £2.65p Vanilla Latte  £2.35  £2.70p  £2.95p Coffee Americano  £1.75p  £1.90p  £2.05p Espresso  £1.20p  £1.40p  £1.55p COFFEE HOUSE FAVOURITES Caramel Hot Chocolate  £2.90p  £3.25p  £3.50p Coffee Misto  £1.95p  £2.35p  £2.55p Classic Hot Chocolate  £2.20p  £2.50p  £2.80p Signature Hot Chocolate  £2.65p  £3.00p  £3.25p Freshly Brewed coffee  £1.65p  £1.75p  £1.90p FRAPPUCCINO: Cinnamon Dolce  £3.05p  £3.25p  £3.45p Java Chip  £3.05p  £3.25p  £3.45p Espresso  £2.65p  £2.85p  £3.05p Coffee  £2.50p  £2.70p  £2.90p Caramel  £3.05p  £3.25p  £3.45p SPRING FAVOURITES: Cinnamon Dolce Latte  £2.70p  £3.05P  £3.30P Caramel Macchiato  £2.70P  £3.05P  £3.30P PLACE: Place is the location where the exchange takes place. This may be a retail store, it may be a catalogue, it maybe a restaurant, or it may be a website. Deciding on the appropriate place for the exchange is not merely a matter of movie goods around but is rather a strategic issue. The decisions revolve around making it as easy as possible for customers to find the good and make the purchase, and also using channels which give the appropriate image for the product. For example, retailing a product through discount stores gives a completely different impression from retailing a product through discount stores gives a completely different impression from retailing the same product through exclusive department stores. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p380) Now in case of Starbucks they mainly build their stores in the prime location of the city where they can easily attracts their desired customers who really want to enjoy the taste of coffee. Just like in UK they build their stores mainly in the shopping malls and town centers, Amusements Park, stadiums, airports etc. Now it is the need of the time that they should be concentrate to open their more stores in Middle East and Asia. PROMOTION: Promotion is such a large part of marketing that it is often mistaken for the whole of marketing. Promotion encompasses all the communication activities of marketing: advertising, public relations, and sales promotions, personal selling, and so forth. Promotion is not simply a hard sell, however: it is a way of meeting customers information needs, at least in part. It is also, to an extent, persuasive in that most marketing communication emphasis the good aspects of owning products and downplay the bad aspects. Starbucks nearly spends  £4.7 million every year for promotions. It is include the cost of print media, electronic media, indoor, outdoor media etc. The companys latest stunning plan is the Starbucks Card. You buy a re-chargeable card in the UK which can be used at coffee bars in the US, Canada, Australia and Thailand. The card will enhance the Starbucks experience for customers allowing them to buy their daily cup of coffee quickly and easily, even when they are not carrying cash. Recently company through an agreement between Starbucks, and T-Mobile the two companies have come up with a way to provide internet access at Starbucks location and high speed broadband for Starbucks customers as well. In addition, T-Mobile hot spot customers get to use the Starbucks stores as they do now. Moreover Starbucks spends millions of dollars internationally to protect the environment and global warming. DIVERCIFICATION: The major reason for a business adopting a strategy of diversification is therefore to allow it to reduce its dependence upon a single market area (W. Stewart Howe 1986 p 153). At a general strategic level An off suggests three reasons why firms diversify. First, their objectives cannot be achieved by continuing to operate in their existing markets. Thus, since continued operation in these markets is not able to diversify the profit, risk or growth objectives of the business, achievement of these must be sought in new market areas. Second, where a business has excess financial resources beyond those necessary to satisfy its expansion plan in its existing markets, then rather than retain these resources in liquid form of business may invest them in new markets areas. Third, if greater opportunities are presented to the firm in new market areas than accrue from its existing activities. Then a diversification program may be undertaken to benefit from these. There are tw o types of diversifications: RELATED DIVERSIFICATION UN-RELATED DIVERSICATION RELATED DIVERSIFICATION: Expending combining with firms in different, but related industry that are Strategic Fits. UNRELATED DIVERSIFICATION: Growing by combining with firms in un-related industries, where higher financial returns are possible. Now, if Starbucks want to diversify its business outside the industry, then the company should start a totally new business that is not from the same industry. For example Starbucks is a coffee shop, if they enter in the manufacturing business and start making cars, bikes etc that will be the perfect example of diversification. But the main focus of the Starbucks should be on their strategic business unit which is coffee shop. If they want to diversify their business within the same industry i.e. related diversification, then the Starbucks should combine their business with their competitors to launch new products. INTERNATIONAL BUSINESS DEVELOPMENT STRATEGIES: The franchiser/licenser remembers to provide a standard package of components, or ingredients together with management and marketing services, and advice. Since franchising involves the transfer of tangible, it can enable greater control of the operation for the originating manufacturer than licensing (Lancaster Massing ham Ashford 2002 p 437). Starbucks currently use three strategies for business in overseas. These strategies are as follow: 1: Joint ventures 2: Licenses 3: Company-Owned Operations. Mainly the company uses the company-owned shops for the business in other countries. RECOMMENDATION FOR FUTURE MARKETING PLAN OF STARBUCKS (3 YEARS): By analyzing the above whole information such as Swot analysis, An off analysis, BCG matrix, marketing mix, following should be the primary objectives of the marketing plan of Starbucks coffee shop for next 3 years: GOALS OR OBJECTIVES: Sales should be increased by 15 to 20% at least. In order to get increased sales, they should increase Gross Profit margin by 25%. Find more new markets especially in Middle East, and Asia. More strengthen their position as a worldwide coffee shop leader. Increase marketing budget by 15% In order to achieve the above future objectives, the Starbucks coffee shop should follow instructions: INTRODUCE SOME NEW PROMOTIONS: As Starbucks introduced a stunning promotion plan that is Starbucks re-chargeable card for purchasing coffee whether you have money or not at that time. Just like that company should develop a membership card especially for the students. Some discount should be offer to regular customer, and student to increase the detainment. NEW TARGER MARKETS: To maintain the top position in the coffee market, Starbucks should go and find some new coffee potential market. Just like there is great potential of new coffee shop especially in Asia, and Middle East, as there is no famous coffee shop. Where they can capture in new market, and got some handsome profit as well. MAINTAIN SUSTAINABLE COMPETITIVE ADVANTAGE: The Starbucks coffee shop should maintain the competitive advantage that it has got over other coffee shops. In order to maintain leading position in the coffee market, the Starbucks should introduce innovative products after good intervals. INTRODUCE SOME INNOVATIVE PRODUCTS: To maintain the dominant position in the coffee market, it is necessary for the Starbucks that, they should introduce some really innovative products after good intervals. The induction of new products creates the brand loyalty among the customers. INCREASE MARKETING BUDGET: In any company market department play a vital rule in increasing the sales plus revenue. So It is very essential for the Starbucks to full fill the requirement of its Marketing Department whether its finically or non financially. So that they can performed its task potentially. Moreover they are some other resources too, thorough which a Starbucks increase the sales revenue. For example, they should conduct promotions Events, Held seminars and get the services of Global celebrities. DIVERCIFY THE BUSINESS: Diversification is a very important tool for maintaining overall position in any market. Starbucks cannot rely through limited niches products. They have to adopt t Diversification. Diversify the business in product-related items, or unrelated items to increase their revenues. IMPROVE THE PRODUCT QUALITY: To maintain the superb quality and taste of different products in Starbucks, the company should adopt the Total Quality Management tool, which means improve the products quality until the perfection, and there is no defect on product or zero defect products. EMPLOYEES TRAINING AND DEVELOPMENT: Training and development of employees is an important task for the management in order to enhance the progress of company, and increase the sales, and produce the error free services. EMPLOYEES MOTIVATIONS: Employees motivation is very important for every organization to get good profit, and in order to maintain its position in the market. Good pay, and reward system is the best tool to motivate the employees. So Starbucks should try to give good pay and benefits to their employees during the job.

Types Of Communication Essay

Types Of Communication Essay Communication always has a specific purpose. Communication is contextual so, the objective of communication varies in any given situation. This requires adaptation to the situation in terms of ways of expression, means and methods of transmission of information. Effective communication not only transfers information but also transfers understanding of the message. In the present globalised world when we come across real face-to-face and virtual communication situations, it becomes even more important to express and transmit the message effectively across geographical, linguistic and cultural boundaries. An understanding of the types of communication helps us to analyze the complexity of communication in various contexts. We may broadly categorize communication according to the type of context in which it takes place. The two categories are: Interpersonal Communication Mass Communication INTERPERSONAL COMMUNICATION: The communication that occurs between two or more people as unique individuals, where they understand each other on the basis of their uniqueness in behavior is termed as interpersonal communication. Effective interpersonal communication depends on various interpersonal skills including listening, asserting, influencing, persuading, empathizing, negotiating and compassion. Important aspects of communication between individuals include body language and other forms of nonverbal communication. Interpersonal communication can be dyadic or small group communication. The word Dyad refers to a unit constituting two parts, so when communication takes between just two people it is called dyadic communication. In our everyday life we are a part of a small group as a member of family, a work unit or a team at workplace. Though individuals, we are a member of a group in a given context participating and coordinating actively to achieve a common goal. This communicat ion is known as small group communication. The characteristics of interpersonal communication: Interpersonal communication is inevitable: We are in constant communication with individuals around us not only through words but also by our body language (facial expression, gestures, etc.), paralanguage (tone, pitch, silence, etc.). We communicate in spite of our attempt not to communicate. Interpersonal communication is irrevocable: A Russian proverb says, Once a word goes out of your mouth, you can never swallow it again. One cannot take back the words once uttered, the impact stays. Interpersonal communication is intricate: Interpersonal communication is complicated in the sense that it involves psychological context- personality, behaviour, needs, desires, values; social context- an interaction in an annual general meeting will be very distinct from a press release on the companys annual turnover; cultural context- if you come from a culture where it is considered discourteous to make long, direct eye contact, you will out of courtesy evade eye contact. If the other individual comes from a culture where long, direct eye contact indicates credibility then, the cultural differences lead to misunderstanding. Interpersonal communication is interdependent: Communication between two different and unique individuals is always linked and interdependent as the performance of one member of the team decides the performance fate of the entire team. MASS COMMUNICATION: Mass communication occurs when a homogeneous message from a person or a group is transmitted to a large anonymous as well as heterogeneous audience through a special medium. Mass communication is very valuable when advertising a brand or a product for sales promotion through electronic or print medium. Communication, interpersonal or mass communication, both will become non-existent in the absence of forms of communication. The various forms of communication are as follows: Verbal communication Nonverbal communication Verbal communication: When exchange of thoughts, ideas, feelings and emotions takes place through words- spoken or written, the communication is known as verbal communication. Communication through spoken words is known as oral communication whereas communication through written words is known as written communication. Thus verbal communication takes two forms: Oral communication Written communication ORAL COMMUNICATION Definition and Meaning Transmission of thoughts and ideas through spoken words is known as oral communication. Oral communication constitutes 65-75% of an executives time at the work place. A manager spends about 90% of his working hours in oral communication in various formal and informal situations. Meetings, interviews, group discussions, speech, presentations, instructions, etc. are a few examples of formal oral communication situations. Grapevine is an example of informal oral communication. Oral communication also occurs through specific medium such as a face-to-face interaction through video conferencing, videophone or telephone. The way we communicate orally speaks volume about our personality, attitude, and emotional quotient. So, besides words nonverbal communication plays a vital role effective oral communication. Infact, nonverbal communication complements and completes oral communication. Merits of oral communication Oral communication is swift and speedy. It is faster than written communication as messages can be transmitted as well as received simultaneously. Oral communication generates immediate feedback. Direct face-to-face discussion on queries, doubts enhances the efficacy of communication. Oral communication is economical when compared to written communication. It saves the expenses on stationary and administrative formalities. Oral communication provides opportunities to amend and adapt according to the needs and situation. Reading non verbal clues of the audience during oral communication promotes better understanding. A speaker can always reframe the words and rework the tone, pitch for greater clarity of the receiver. Oral communication serves better in negotiations, arriving at a consensus and resolving conflicts. Oral communication is the most appropriate means to healthy interpersonal relations and healthy working environment. Demerits of oral communication Lack of evidence is a major drawback of oral communication. The validity of the message cannot be legally challenged. Oral communication cannot be preserved for long for future reference. Oral communication is not suitable for long messages such as reports, proposals. Human memory is transitory, so its difficult to retain and remember long messages. Oral communication is not a suitable for communicating across geographical boundaries. Communication through telephones or video-conferencing or even traveling long distances is not cost effective. External noise or disturbance in telephone or interference of any kind can reduce the clarity and understanding of the message communicated orally. Personal prejudices, biases, attitudinal problems can hamper proper understanding while communicating orally. Lack of concentration, inattentiveness and anxiety on the part of the receiver can also adversely affect in understanding the message. Senders personality, content and delivery can reduce or enhance the effectiveness of the message. It is difficult to hold people responsible and accountable for the messages communicated orally. One can easily deny and negate oral information. WRITTEN COMMUNICATION Definition and Meaning All the words I use in my stories can be found in the dictionary its just a matter of arranging them into the right sentences. -Somerset Maugham When transmission of information takes place in writing/written words, the communication is referred to as written communication. Written communication is not merely a bundle of words or sentences. Words and sentences matter only when the receiver receives, decodes and understands the meaning as intended by the sender. Written communication is all pervasive-it pervades the length and breadth of an organization in the form of rules, regulations, instructions, notices, letters, reports, etc. Written communication is an indispensable part of planning, execution, collaboration, coordination in an organization. It also defines the structure, hierarchy, roles and responsibilities in the organization. Written communication also ensures greater clarity, accuracy, validity, reliability, accountability and long life of the information. Written communication can be formal as well as informal. Examples of written communication in a formal situation: Issuing orders, directives, notices and circulars Implementing decisions like appointments, transfer Making and implementing policy decisions, rules and regulations Directing letters, memorandum Merits of written communication A piece of written communication can be kept as record for future reference for longer period of time. Written communication is legally valid evidence and so can be challenged before law. Written communication avoids ambiguity and maintains uniformity of decisions, policies and procedures. One can always refer back to a written piece of information. So it can be retained for a longer period of time and has a long-lasting impact. Written communication is suitable for long, complicated messages. In todays globalised world where we have virtual teams and virtual managers working across cultural boundaries written communication is more accurate as it avoids misunderstanding arising due to different accent, tone, pitch and other nonverbal elements. One can always be held responsible for the information conveyed in writing for errors, omissions and the consequent misunderstanding. A written message carries more credibility than oral message as it can be produced in situations of dispute. Written communication facilitates decision making as the past records provide requisite information and necessary guidance. Demerits of Written Communication Written communication is time consuming as the sender needs to plan, organize and transmit the message through proper channel. Some times excessive paper work and the message traveling through various nodes in a communication network leads to the delaying of the message. This delay may also give rise to red-tapism. Written communication does not evoke immediate feedback. It is difficult to make changes, corrections and improvisations in the message once transmitted. If there arises a need to change the message, the process is again time consuming. Written communication is not cost effective. Planning, drafting and circulating of a message in large organizations require proper set up and appropriate infrastructural facilities that add to the expenditure. Writing is an art as well a skill; it is inherent and can also be acquired. Lack of clarity, incoherent organization, excessive jargons, and ambiguous language leads to misinterpretation, which in turn hampers the achievement of the desired objective. Effective written communication Clarity, completeness and persuasiveness are the keys to successful written communication. Composing and conveying the ideas to intended audience is a craft. Following are some measures that enhance the effectiveness of written communication: Adapt to the audience: One needs to adapt communication to the needs and expectations of the target audience. Audience analysis reduces the chances of misunderstanding. Adopt YOU Attitude i.e the communication should be audience centered. Replace I, me, mine, our, us by you, your. (examples) Use bias free language; avoid jargons, sms lingo and the internet language. While communicating to global audience on net take account of the cultural and linguistic differences and follow nettiquetes. While communicating unpleasant news always emphasize on the positive aspects of the situation. (examples) Make appropriate use of functional and content words.(examples) Difference between Oral and Written Communication The above differences between oral and written communication do not establish the superiority of one form of communication over the other. A good communicator always makes an attempt to choose the right form of communication to suit the need, objective, and situation. NON VERBAL COMMUNICATION When transmission of ideas, thoughts, feelings, emotions takes place without words, the communication is termed as nonverbal communication. We do not always communicate through words- a smile on the face, broadening of eyes, a frown, sitting posture with legs overlapped, body cross etc. speak volumes about an individuals state of mind, attitude, intentions and emotional status. Non verbal communication finds its roots in culture, so it vast and varied in different communities and cultures across the globe. The exhibit below suggests the impact and extent of nonverbal communication and advocates greater

Discovering Communities on the Internet :: Computers Technology Papers

"Discovering Communities on the Internet" Section I Online Communities Online communities seem to be very popular these days. I feel there is two different types of online communities. One type is where people converse during real time, meaning an individual could typically ask a question and will receive an immediate response from someone else. The immediate responses result in a dialogue between two or more people. Bulletin Boards are also popular because they are similar to an online community. The bulletin boards allow people to share ideas. To my understanding, the main difference between the two is that someone posts an idea on the board, and another person responds to the inquiry or statement by posting his response. Both of these places allow people to have discussions of all kinds and for a variety of reasons. Some people may think that an online community is where they met their significant others. Other people think an online community allows them to find the house or car of his dream. Also, people will ask for advice or ideas about something that is going on in life. There are advantages and disadvantages in chatting with communities. Some of the advantages are as follows: people are connected with the world and the diversity of people; people are able to find out other people's interests and ideas; people can learn about a different person's perspective. Some disadvantages in chatting with communities are as follows: people can learn how scary and different people really are; people can lie to you with out you even knowing the truth. I have had personal experience with chat communities and I have found great success. I have used chat communities for educational purposes. When I have chatted with communities I felt at ease. For example instead of having a class discussion I chatted with my classmates online. This way of discussing ideas was neat, because at first I did not know who I was talking to, then eventually I did figure out who I was chatting with. Another reason why I have enjoyed chat room discussions versus in class discussions is because people had the opportunity to speak their minds over the computer and they were not hesitant or shy. People did not have to face humiliation from the teacher or other classmates by their vocal answer. Chat rooms allow everyone to be able to participate and get involved in the class.

Sherlock Holmes - I am lost without my Boswell. Sir Arthur Conan Doyle. :: English Literature

Sherlock Holmes - I am lost without my Boswell. Sir Arthur Conan Doyle. Sherlock Holmes- I am lost without my Boswell. Sir Arthur Conan Doyle was born in Edinburgh in 1859, and had a good education. He received a tax demand a year after he married which prompted him to try to earn some extra money. At first he tried to get short stories published in the cheaper magazines of the time, but with no success. His big break came when Lippincott's Magazine, in the USA, offered Doyle an advance to write another Holmes and Watson story. His success continued, and he was knighted in 1902. He continued writing until he died in 1930. The three Sir Arthur Conan Doyle detective stories I have studied are: 'The Speckled Band', 'Scandal in Bohemia', and 'The Copper Beaches'. I am going to talk about the relationship between Sherlock Holmes and Dr. Watson. Holmes is the hero of the stories; he is a very clever detective who is exceptionally particular to detail. His powers of detection are breathtaking and he loves an intellectual challenge. He is usually calm and controlled, his behaviour is often eccentric and, emotionally he comes across as cold, detached and aloof. His romantic life is never referred to yet his admiration for Watson is clearly genuine. Despite his faults, he is also honorable and very brave. Watson is the narrator of the stories. He tells the story but is not as clever as Holmes, and he often fails to understand the significance of certain events and often misses what Holmes can see as a clue to the mystery. He is faithful companion to Holmes. Uncomplicated and trustworthy, Watson is portrayed as being slow and dimwitted, when compared to Holmes, a perfect ally to Holmes' acute intellect. The Speckled Band, is, in my opinion, the best out of these three stories. It is the most exciting and I think Holmes enjoys the case because of the intellectual challenge. It involves the Roylott family who lived at Stoke Moran. Helen Stoner consults Holmes when her sister dies in suspicious circumstances. At the beginning of this story, Miss. Stoner comes to see Holmes about the case, and accepts the Watson is Holmes' sidekick, 'This is my intimate friend and associate, Dr. Watson, before whom you can speak as freely as before myself.' This also happens in The Copper Beaches. When Miss. Hunter writes a letter to Holmes stating that 'I am very anxious to consult you'. From the start of this particular story you can see that Watson is hard working, and has a willingness to help Holmes in any way possible.

Native Americans vs. European Colonists Essay -- religious beliefs, e

The European colonists and the Native Americans of North America had very different views on nearly everything they encountered in their lives. Living in vastly different cultures lead both groups to have two extremely different outlooks on four main topics; religious beliefs, the environment, social relations, and slavery, differences which the colonists used to their advantage when conquering the peoples of the New World. The colonists, by saying that the Native Americans were primitive and savage because of their differing and seemingly illogical attitudes, were able to do things that they could never have done to people they believed to be equals. Whether this was a conscious or subconscious method on the part of the Europeans remains hotly debated, but the fact remains that by pointing out the differences of the two main cultures as a negative denoting European superiority, the colonists were able to take the Native American lands and goods without much remorse. When this country began, there were few European colonists with the modern perspective of tolerance towards different cultures. Hardly anyone sought to learn about the Indian culture, very few adopted it as their own, and the majorities were often fearful and anxious toward their new neighbors. These four main differences in religious beliefs, the environment, social relations, and slavery, were what sparked the ill treatment towards the Native Americans, an atrocious treatment that would continue for the next three hundred years in America. Religious beliefs were very important to the first European Colonists who came to America. In Europe during the 1600’s, religion was something that decided a lot of things in a person’s life; what part o... ...iogrosso "The Joy of Sects" and Books on Spirituality and World Religion, Religion Discussion Weblog, Editorial Consultation, Spiritual Direction. Web. 4 Mar. 2011. . Popick, Jacqui. "Native American Women, Past, Present and Future." Lethbridge Undergraduate Research Journal 1.1 (2006). Web. 3 Mar. 2011. . Pritzker, Barry. A Native American Encyclopedia: History, Culture, and Peoples. Oxford: Oxford UP, 2000. Print. Roe, Melissa A. "Indentured Servants." EH.Net | Economic History Services. Lafayette College. Web. 4 Mar. 2011. . Taylor, Alan. American Colonies: The Settling of North America. London: Penguin, 2002. Print. Wiesner, Merry E. An Age of Voyages, 1350-1600. New York: Oxford UP, 2005. Print.

Finance Report ASOS ESSAY

With a rate much higher than the sis free rate of return (4%) investors are likely to invest in the company (risk Free Rate Of Return Definition I Investigated', 2003). Return on sales Return on sales (ROSS) stands at 8. 59% in 2008 and stays fairly consistent through to 2009. In 201 0 it increases marginally by 0. 68% to 9. 11%, however falls to 6. 30% by 2012. The target Return on sales is often around 10% dependent on the type of industry, so SASS falls below the target. However SASS have a high sales volume, which does not necessarily mean a low ROCK (France, 2013).The year preceding August 2013 they received 19,372 orders; a 43% increase on the previous year. (Sass ply. Results & reports, 2013) Gross Margin % The gross profit margin in 2008 showed a pleasing 46%; however between 2008-2011 there is a continuous downfall, with a decrease of 7. 23% over the 3 years. Although this increased by 12. 4% in 201 2, the 7. 23% fall in gross profit could potentially be catastrophic for a c ompany with low ROSS. However this could be due to a change in the price of raw materials or selling prices. (France, 201 3) Liquidity and gearing Sass' current ratio is always between 1. 5-1. 56:1. However they have not borrowed any money over the 5 year period, so carry a low risk to investors. Therefore even though they are not at the ideal ratio of , they have not borrowed any money; indicating they have good short-term financial strength (LetsLearnFinanceFinance in Simple Terms, 2011) Activity Debtor turnover began at 8 days in 2008, however made a vast improvement in 2009 falling to 2 days and then from 2010-2012 remained at 1 day. Creditor turnover days began at 68 days in 2012 which is fairly high, however this creased to 42 days in 2012.This suggests that SASS have good credit control and a low risk of bad debts as their debtor turnover is always at least 40 days less than their creditor days. (France, 201 3) Stock turnover has increased from 98 days to 121 days from 2008-2 012 and remains fairly consistent throughout. However due to the seasonal nature of the industry with fashions changing regularly, they should try to decrease their stock turnover days. Employee Ratios Sales per employee started at a commendable IEEE,477 and despite falling y EYE,801 between 2008-2012, increased to IEEE,835 by 2012.This totals El 27,358 increase in sales per employee over the 5 year period. Profit per employee remains consistent throughout, ranging between EYE,058-EYE,557; an exception being 2011 where it drops drastically to EYE,212. This correlates with the low profit margins and return on sales for the year. Growth ratios From 2008-2009 sales increased by 104% as they entered the market, most likely due to promotion. However the following year it dropped 69% and then increased a steady 1 1 % over the next two years.The operating profit was 100% after the first year and dropped dramatically to -22% in 2011 resulting in a loss. However this was recovered by 2012 wi th a 96% growth. To remain sustainable they must try and keep their growth rates consistent. Conclusion The company appears stable due to their good cash flow. They have a low risk to investors, with high potential returns. SASS have no gearing, which gives them the potential to expand in the future to remain competitive in such a tough industry. If they were to borrow this would also improve the company's current ratio.

Dante’s Inferno Essay

Dante’s Inferno is the most well-known and influential work of the thirteenth century. Dante’s Inferno is not a simple story of his journey through Hell. He depicts Hell with a very vivid picture and description. Dante’s Inferno is one part of the Divine Comedy. The Divine Comedy contains very realistic and frank concepts of the politics, religion and culture of Italy in the late thirteenth and early the fourteenth centuries. This paper develops the most salient political, cultural, and theological elements of Dante’s Inferno, what he wants to tell about his values through his book, and how the book represents western European Mediterranean culture around 1300. In this time period, Italy was in political chaos. It lacked a stable and secure government. Furthermore, there were competing political factions and turmoil. In these troubled circumstances, Dante’s represents the political thought of the European nations in his book Inferno. The most salient political element of Inferno is the competing political factions in Italy. During his journey in the book Inferno, he criticizes the political factions in Italy many times. As he says, â€Å"From there downward he is all of chosen iron, save that his right foot is of baked clay, and he stands erect on that more than on the other.†(Canto XIV) The right foot of baked clay represents the corruption of the church by political factions. Moreover, Dante also thinks that the cause of rebellion was political factions, too. According to the book, he states, â€Å"But that ungrateful populace malign which descended from Fiesole of old, and smacks yet of the mountain and the rock, will hate thee because of thy good deeds; and this is right, for among the bitter sorb trees it is not fitting the sweet fig should bear fruit.† (Canto XV) This phrase, â€Å"Ungrateful populace malign which descended from Fiesole of old†, represents the Fiesole people who settled down in Florence (Firenze). Dante thought that the Fiesole was the cause of political factions in Firenze. In addition, â€Å"the bitter sorb trees† means the political faction in Firenze and ‘the sweet fig’ represents Dante himself. Dante thinks all of the political corruption came from the political factions. According to his thought, political factions are regarded as a sin in Hell. For example, Dante’s political enemy placed in the fifth level, the wrathful level. He is very  excited to see his political enemy being punished and moreover Dante wants him to be punished more harshly. As he says, â€Å"Master, it certainly would make me happy to see him dunked deep in the slop just once before we leave the lake – it truly would†(Dante 140, Canto VIII). He was a member of the political faction opposite Dante, the Black Guelphs. As you see, Dante hates political factions in Florence. He frankly criticizes political factions in his book. The most salient cultural elements in Dante’s Inferno are Roman-Greco traditions, beliefs, and culture. Roman-Greco culture is the key element in Dante’s Inferno. He borrows many stories from Roman-Greco mythology. In Inferno, Roman-Greco traditions and beliefs are very significant for leading the story. For example, the idea of evil and the order of sinners are all from Roman-Greco culture. Furthermore, Zeus’s mythology is in Inferno, too. The most major theological element in Dante’s Inferno is the concept of the belief in the Holy Trinity. Firstly, the existence of Hell is an element of th e Christian tradition. The belief in the Holy Trinity concept informs the structure of Hell. There are nine circles in Inferno. ‘9’ is the Holy number in Christianity. In the Inferno, 9 Concentric Circles are the fundamental structure of Hell. Dante uses numbers 1,3,9(3), 10,(31), 100(10). There are three animals, 100 Canti Jesus. Among the numbers ‘10’ is the perfect number in Christianity. Dante may want to express the heaven after the nine circles, thus heaven will be the tenth circle. In addition, there are many references to the Bible and Christian theology. For example, in the First Circle of Hell, there are spirits of those who lived virtuously but without Christianity. Dante thinks that the lack of Christianity is also a sin. â€Å"The good Master to me, â€Å"Thou dost not ask what spirits are these that thou seest. Now I would have thee know, before thou goest farther, that they sinned out; and if they have merits it sufficeth not, because they had not baptism, which i s part of the faith that thou believest; and if they were before Christianity, they did not duly worship God: and of such as these am I myself.† (Canto IV). Through Dante’s Inferno, there are Nine Circles in Hell. According to the Nine Circles in Hell, we can study the culture and society aspects in the thirteenth century through the gravity of the offence. The Nine Circles are divided by the gravity of the offence. The First Circle is for people who placed in Limbo such as virtuous pagans, the Second Circle to the Fifth  Circle: Lust, gluttony, greed, and anger. The Sixth Circle is for heretics, the seventh represents violence, the eighth circle exists for people who commit sin of fraud and the Last Ninth Circle is for people who commit malice or treachery. According to the each circle of sins in Hell, we assume that heretics, violence and fraud treated heavily in the thirteenth century. Not only the gravity of the offence in the thirteenth century, but also we can see the society aspects from Dante’s Inferno. Through the book, we can guess that the simony prevailed in the thirteenth century. For instance, there were spirits in Hell who perpetrate simony. Furthermore, the pope’s status raised and it became very powerful in Europe compare to before the thirteenth century. As he says, â€Å"†¦but already the time is longer that I have cooked my feet, and that I have been thu s upside down, than he will stay planted with red feet; for after him will come, of uglier deed, from westward, a shepherd without law†¦Ã¢â‚¬ (Canto XVIII) This phrases represent of the Clement V who will come from Avignon. Avignonese Captivity is an incident that Clement V moved the Vatican to the Southern part of France. This incident signifies that the pope’s status raised and it was really powerful as much as he could move the Vatican. Lastly, the most important thing to Dante through the book is an act of treachery. Through Dante’s Inferno, he made the last circle of Hell for people who commit treachery. It is because he was afraid of the temptation of treachery. He dearly wanted to go back to his town at that time. However, if he goes back to his town, he had to take a opposite political party who exiled Dante from his hometown. It means that he commits treachery to people who followed him. He would not want to commit treachery to people who supported him. Thus, through the book, he articulates his value that he would not commit treachery to people who followed him. Not only the determination of the act of treachery to Dante, but also he completes the definition of the God in Hell an d understands about the structure of Hell through the book, Inferno. In conclusion, the most salient political element of Dante’s Inferno is competing political factions. Because of troubled circumstances in Italy in the thirteenth century, Dante hates about the competing political factions and he thinks that all causes of political chaos in Italy is competing political factions. The cultural element in Inferno is Roman-Greco tradition, beliefs culture. Through the book, Dante borrowed many stories  from Roman-Greco tradition culture. For example, the order of sinner and the concept of evil were borrowed from Roman-Greco tradition culture. Furthermore, a mythology about the Zeus is one of the examples of Roman-Greco beliefs. Theological element of Dante’s Inferno is the belief of the Holy Trinity by using numbers such as 1,3,9,10,100. Also, he borrowed and used references to the Bible and Christian theology. We also can guess the culture and social aspect in 1300. At that time period, simony prevailed all over Europe and the popeâ€⠄¢s status was very powerful. Through the book, Inferno, Dante wants to articulate his thought of treachery. He determines that he would not commit treachery because of temptation by his own desire. Dante’s Inferno was the most experimental work in the thirteenth century. His book implies political, religious and cultural elements in the thirteenth century.