Determination of distance in a shooting scene Essay

Determination of distance in a shooting scene Introduction            Distance determination is an activity that is carried out to determine the distance at which a fire-arm was shot from in a crime scene. It is also a calculation done by the examiner to indicate the really distance of shooting in a crime scene. It is done to approximate the actual point from which a person was shot, something that is evident in the gun residue, that is, gunpowder from the muzzle to the target (Saferstein, 2011).            Forensic science has been of great help in investigating crimes in all ways that the crime is committed helping the investigator apprehend the criminal (Saferstein, 2011). The laboratory is not only used for the blood stain, it is also used to examine the weapon used in committing the crime for example a gun. The firearms suspected to have been used or involved in a crime are taken to the laboratory for investigation and examination to help establish the source and whether the firearm has ever been used in addition to the owner (Saferstein, 2011). This is done using a microscope that magnifies the cartridge used. The gun is used to determine the distance using the muzzle. The investigator can shoot from different angles using the same type of gun then checks the hole and measures the diameter used from the gun and the gunpowder will give clear indication of the distance (Saferstein, 2011).            The gun is used to determine the distance using the muzzle the investigator can shoot from different angles then checks the hole and measures the diameter of the muzzle from the points and then compares with the hole of the actual incident (Saferstein, 2011). Therefore, the muzzle-to-target analysis can help in determine the distance of the shooter to the target. The gunpowder is beneficial to the investigator because it leaves a pattern and enables the investigator to match the firearms used and the how the shooting took place (Saferstein, 2011). Reference Saferstein, R. (2011). Criminalistics: An introduction to forensic science. Upper Saddle River, NJ: Prentice Hall. Source document

Effects of Alcohol Consumption to the Cognitive Function of a Person

Excessive alcohol intake has a great impact on the cognitive function of a person. It leads to a person to have a poor cognitive function. Which can be affected the persons perception, attention, memory, motor skills, language, visual and spatial processing. To some extent, study indicates that high level of impulsivity in alcohol consumptions of a person has an effect on the frontal lobe related to their behavioral problem (Lyvers et. al. ). Furthermore, alcohol intoxication causes disruption of prefrontal cortical functioning and thereby impairs executive cognitive performance.As executive cognitive ability is concerned this is the prefrontal cortex, which is responsible for problem solving, cognitive flexibility, planning, organization, abstract reasoning and social conduct. A person who is in inebriated situation is more likely to do risky, impulsive behavior such as unprotected sex, violence and drunk driving. In some situation, severe alcoholics’ gets complication, serio us organic cerebral impairment; it is the common complication occurring in about 10 percent of patient (Horvath 1975).Lishman 1981; American Psychiatric Association 1987, the diverse signs of severe brain dysfunction that persist after cessation of alcohol consumption have been conceptualize in terms of two organic mental disorders: alcohol amnestic disorder (memory disorder) and dementia associated with alcoholism. Alcohol amnestic disorder, commonly called Korsakoff’s psychosis or Wernicke- Korsakoff syndrome, it is characterized by short term memory, impairments and behavioral changes that occur without clouding of consciousness or general loss of intellectual abilities.Dementia associated with alcoholism consist of global loss of intellectual abilities with an impairment in memory function together disturbance(s) of abstract thinking, judgment, other higher cortical function or personality change without a clouding of consciousness. These two mental disorders are also cau se by a severe deficiency of  Thiamine  (vitamin B1) and are often precipitated by a sudden influx of glucose. A number of things have been shown to lead to a severe enough thiamine deficiency to trigger wet brain.Wet brain or Wernicke-Korsakoff Syndrome  has a sudden onset–it is not something which happens gradually over time. The first stage of wet brain is called Wernicke's encephalopathy. When there is a sudden influx of glucose in a brain which is deprived of thiamine the brain cells begin to die. This is because the chemical reactions which supply these brain cells with energy for life use thiamine to turn glucose into energy in a chemical process called the Krebs cycle.When there is an influx of glucose and no thiamine to help metabolize it, these brain cells burn out like a car engine running on high octane gasoline at high speed with no oil. The brain cells which die first are the ones which require the most thiamine to function. These brain cells are located a round the middle of the brain and are the brain cells which are associated with memory and muscular movement. The brain cells of the cerebellum, which controls balance, are also affected.Korsakoff's syndrome includes loss of past memories, inability to learn new things, confabulation (remembering things which never happened), lack of coordination and unsteady gait, and in severe cases dementia. These are the possible reaction to a person who takes excessive alcohol consumptions. More evident in explaining the effect of excessive intake of alcohol in a person’s cognitive function is that he/she will experienced less adept at certain learning tests and visual- spatial integration. Likewise it cause premature aging (Tarter and Edwards, 1986) and it is still under active investigation.In addition, it has long been an established fact that actively drinking, alcohol dependent subjects have smaller brain volumes than normal control subjects who do not drink alcohol. Thus, early res earchers assumed that this was because alcohol killed the brain cells of alcohol dependent subjects, but other research disapproves this hypothesis but it could be partially true unless there has been brain damage as a result of  liver failure  or  thiamine deficiency, the majority of brain cells of heavy drinkers are intact even though the brain has shrunk.Meanwhile, in some study stated that alcohol consumption in a moderate mode has an effect to help a person to decrease the incidence of having diabetes. Likewise, it can help to preserve brain vasculature prevents sub-clinical strokes and could result in better cognition function. But drinking too much of alcohol leads to have poor cognitive function that causes to a person to have brain damage. Some research shows that alcohol adversely affects the brain.When health professionals encounter patients who are having cognitive difficulties, such as impaired memory or reasoning ability, alcohol use may be the cause of the probl em. The human brain consists of white cells and gray cells. The gray cells are responsible for thinking and feeling and decisions–they correspond to the Central Processing Unit (CPU) of the computer. The white cells are like the cables of the computer which connect the keyboard and the monitor to the CPU.Jensen and Pakkenberg (1993) did brain cell counts which compared the number of cells in the brains of heavy drinkers with those of non-drinkers. They found out that the number of gray cells was the same in both the heavy drinkers and the non-drinkers. However, there were fewer white brain cells in the brains of the drinkers which imply that alcohol kills a white brain cell that is responsible to the connection to pass the message or transaction of the brain to connect with the feeling and decision making of a person.Hence, excessive alcohol intake disrupts the connection or breaks the normal function of the brain to react and to have a better cognitive function. Moreover, Ge orge Fein (2009) discovered that there was one part of the brain in the parietal lobe–which is associated with spatial processing–where alcohol kills gray cells. Fein claims that this explains why even after alcohol dependent subjects regain use of all their other cognitive functions they still seem to have difficulties with spatial processing.Parker et al. (1983) stated that there is significant decrease in test performance have been found for people whose self-reported alcohol consumption was in the range of what was considered social drinking. They found it out when they conducted a certain neuropsychological tests, the results of one general population study (Bergman et al. 1983). Those people were not clinically impaired; they only exhibited certain performance deficits that correlated with alcohol consumption.Parsons (1986) concluded that data on the relationship of cognitive impairment to amount of alcohol consumed by social drinkers are inconclusive but has the chance to have similar correlation. There is some evidence that both the amount of brain shrinkage and the amount of cognitive deficit are dependent on the quantity of alcohol consumed and the number of years of heavy drinking. Thus, it only proves that there is an adversely effect on the cognitive function of a person in drinking too much of it. Hence, there is no good effect on the brain or body function of a person. (copyright of ISLA BONITAS 2012) |

Brand Repositioning

WHAT IS RE-POSITIONING? A company or product is new and people already formed judgments about it. In other word, the company or product already has an image either good or bad or in between. Many companies are not aware of their exact image but it is important if that image can be identified. If a company does not know where it is now, then that product or company unlikely to get to where it wants to go. RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers to new competitors.In addition, brands can become diluted as product or service offerings become commodities. When a brand loses meaning and relevance to target customer, a new brand promise should be defined so the brand can be repositioned. TYPES OF BRAND RE-POSITIONING Brand Re-positioning Brand re-positioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. Brand re-positioning is undertaken in order to increase a brand competitive position an d therefore increase sales volume by seizing market share from rival products.When re-positioning companies can change aspects of the product, change the brand’s target market or both. There are four types of re-positioning options for develop a new product in market. I. Image Re-positioning This option takes when both the product and the target market remain unchanged. The aim is to change the image of the product in its current target market. For example product Adidas were seen as reliable but dull in early 1990s. The company created an image of ‘street credibility’ in an attempt to reposition the brand to appeal to the customer in the sports shoe market.During the 1990s, Tango the Britvic soft drink has been transformed from a minor UK brand into a brand showing dynamic growth. This has been achieved by creating an anarchic image for the products through a major promotional re launch that was aimed to appeal to consumers in the critical 16-24 age of group. II . Market Re-positioning The product remains unchanged but the product repositioned to appeal to a new market segment. For example, Lucozade is a brand of carbonated glucose drink was originally targeted as a product for individuals suffering from illness, particularly children.Now it has been repositioned as an isotonic drink aimed at young adults undertaking sporting activities. III. Product Re-positioning Product re-positioning is materially changed but is still aimed to appeal to the existing target market. Product positioning is closely related to market segment focus. Product positioning involves creating a unique, consistent, and recognized customer perception about a firm’s offering and image. A product or service may be positioned on the basis of an attitude or benefit, use or application, user, class, price, or level of quality.It targets a product for specific market segments and product needs at specific prices. The same product can be positioned in many different ways. IV. Total Re-positioning This option involves both a change of target market and accompanying product modifications. For example, Skoda has managed under Volkswagen’s ownership to reposition itself totally. The product quality and design has changed significantly and the brand now has credibility with new, more affluent consumers. This has also allowed the brand to expand its sales outside its Eastern European heartland.REASONS TO CONSIDER BRAND RE-POSITIONING 1. The brand has a negative image This can easily happen and often is not the company’s fault. Damage can be done by maverick individuals as in the notorious cases of poisoning of the products such as Tylenol and Perrier. It can also be an effect of government policy. For example, if a company builds a highway and forecasts year ahead the toll charges for the government, the public may know nothing about any intended road price increases until the government announces them at a much later date.This announce ment may be handled badly by the government, perhaps being made during recessionary times when disposable income is reduced. Although it is not within the control of the company collecting the toll, it still reflects badly on the company. Public relation is usually the fire-fighting answer, but forward looking companies use advertising and public relation strategically to think ahead about potential problems. This is sometimes scenario planning or issues management. The company looks ahead for a certain length of time.It can be months with fast moving consumer goods or a couple of decades with conglomerates. An example of how a company thought about its brand image in this way is seen in Telekom Malaysia’s sponsorship of the 1998 Malaysian Everest climb. Many things could have happened including the injury and death of the climbers. But a comprehensive set of guidelines was prepared for staff covering responses to possible questions the company would be asked in both positive and negative scenarios. On the other hand Coca-Cola did not seem to react quickly enough when the European scare surfaced in mid-1999.They suggesting that it might not have planned what to say in such unlikely circumstances and now it has a major re-positioning job to do. 2. The brand has a blurred or fuzzy image When this happen, people do not feel strongly about image one way or the other way or have mixed perceptions about it. This is quite likely to happen when a brand has not been positioned properly. Perceptual mapping would probably reveal that the brand is very close to other brands in terms of customer preferences and has little to differentiate it.A re-positioning exercise would need to be carried out to get the brand into a space away from the other brands. This may involve changes to product or packaging. 3. Competition has moved close or taken over brand position This is constant threat facing any successful brand because everyone wants to emulate success. It sometimes takes companies by surprise as Japan brand Lexus did to BMW in the U. Ss this is a constant hazard in the consumer goods category. Companies have to be prepared to constantly innovate with existing products and bring out new products to surround the category space.FedEx, one of the world’s leading courier companies upon finding out that all other Asian courier companies had positioned themselves around the benefit of speed as it had done moved away with a very large advertising campaign and suggesting that whatever the adverse circumstances, FedEx would deliver. It has not lost the speed benefit because this product related. It has instead added a dimension of corporate personality to strengthen overall company image hence differentiating it from the rest of the crowd. 4. The company embarks on new strategic directionWhen a company embarks on a new strategic direction move into a new industry or introduces a brand that is remote from the core business, brands with an already powerful image faces less of a problem this might bring. However, weak brands will find it essential to reposition it to convince the target audience of its credibility. For example, Coca-Cola feels confident enough to bring out its own brand of clothing. There are limits to brand extensions. If the brand name is not too elastic, a totally new brand name may be necessary. 5. The company introduces new brand personalityWhen a company introduces new brand values or personality characteristics it needs to undertake re-positioning. Privatization and deregulation have forced many government institutions to change their practices, values and their cultures. This is a significant challenge as consumer perceptions are deeply entrenched and re-positioning requires considerable persistence repetition backed up by a totally different brand culture and customer experience. Similarly, re-packaging a brand requires re-positioning. 6. The company addresses a new target audienceMoving to a new mar ket segment in addition to the existing ones is always tempting for the brand development. The danger lies in alienating the brand’s existing customer base. Example presented by Toyota, which said it is considering joining the Formula One racing by 2003. It is trying to revitalize its image to appeal more to the youth, a segment that tends to buy more innovative products such as those produced by Honda. By joining Formula One it hopes to send a message to young people about the fun of driving and position Toyota as technically up to date. 7. The sales are declining.This is the basic reason why Marlboro considered re-positioning in the 1950’s. If the absolute sales start to drop, you need to take a step back and figure out the cause. If you think that you are offering your service or goods at its best, but it still does not continue to attract customers, it could be that your brand needs to be refreshed, if not represented differently. 8. New competitors have a better v alue proposition. In that case, rest assured that your initial position will be destabilized. If customers see that other brands offer better than yours, they tend to shift.Hence, company option is to either step up or get left behind. 9. Customers think that your brand is outdated and not established. Being an older brand does not necessarily put you at a higher position. Customers may see your brand as outdated or irrelevant. What you need to work on is how you can really ‘establish’ your brand. You know your brand is established when customers trust and go back to it again and again. In other words, established brand produces loyal customers. 10. Your products and services have evolved drastically. Over time, companies change and expand.You may have added new products, refined old ones, or expanded the line. This would help you stay relevant and fresh. However, if you have changed your products or offerings over a long stretch of time, chances are, the branding strat egy that you started with does not reflect the brand anymore. It might be out of sync already. You may need to change it to mirror what the brand stand for now. HOW TO REPOSITION BRAND FOR HIGHER MEANING? To be successful at re-positioning your brand, you have to create higher meaning and aim higher. Aiming higher requires outward thinking and learning from the marketplace.Some companies have been engaged with a variety of consumer products brands whose managers are seeking new opportunities to grow their brand’s value. In all these engagements, I have noticed a common thread among all of them which was consumers no longer care about them because they have lost their compelling meaning in the consumer’s mind. Once a consumer’s mind is made up about a brand, it’s next to impossible to change it. The decisions facing brand managers and marketing executives regarding how they deal with our ever-evolving market landscape usually comes down to three options: i . ontinue to invest in the existing brand meaning ii. create a sub-brand iii. invent a completely new brand All of these options have advantages and disadvantages, more so if the brand is also facing dramatic challenges in distribution. The driver underpinning all these options is change. Brands are dynamic. They have their cycles and they run their course. What is hard for managers to grasp is when to move on. This is particularly true if the brand was once a leader. Market success always creates size, power and a false sense of security.Over time, this creates an unrealistic view of the external reality, and a lack of urgency to correct course in maintaining relevancy among consumers. Brand managers naturally become inwardly focused and they tend to miss seeing new opportunities or competitive threats. Complacency becomes the norm and the brand’s compelling meaning in the minds of consumers gets blurred and sales drop. If the companies are faced with reinventing brand, the problem that they faced most likely is obvious. Somehow many people believe a good idea has to be clever, mysterious or layered in complexity. The best ideas for re-positioning brands are simple.If the core idea behind the brand’s meaning is not simple and obvious, it would not stand a chance in the over-crowded slush pile of a marketplace in which the brand must reside. Simple ideas are self-evident, which is why they work so well. Positioning is the art of sacrifice. A brand can only stand for one compelling, radical differentiating selling idea. The trouble with simple ideas is they have no appeal to the imagination and are easily over-looked. We are naturally drawn to the more clever and ingenious ideas. Resist this temptation. The company needs to aim higher thinking toward the simple, obvious differentiating idea hat elevates the brand to a new meaning people really care about. RE-POSITIONING STRATEGIES TO ACHIEVE COMPETITIVE ADVANTAGE It is high time we re-examine the way re-positioning of brand is done in this ever changing market place. Uncertainty and trends have placed companies in a race against time. Gone are the days when work for every segment of consumers like a charm. The life and soul of the market place today is focusing and engaging specific target market. Major paradigm of strategic re-positioning is now introduction of small scale change with budget.Value based system is the money spinner that competitors have been using to bring companies down. Strategic re-positioning and exploitation of brand advantage is the only cash cow that can be used to counter them. The re-positioning strategy below will keep the company aware from the failure. 1. Reposition brand internally. Internal brand building is an emerging trend in marketing that is used to solidify the position of a brand in an organization. Brand based internal communication will communicate new strategic position of a brand to employees of an organization.Major home improvement companies like Home Depot, and Lowes are example of companies with strong internal communication. Engagement will foster strategic intent of re-positioning in to the training experience and job activities of employee. Organization alliance with brand re-positioning activities will enable company to achieve increased customer referral expanded sale portfolio, and customer service efficiency. 2. Carry out consumer analysis The essence of carrying out consumer analysis is to identify prospects, customers and target group in order to position brand correctly.Success will go an extra mile if new product development can focus consumer’s need and wants. New brand profile should correlate with consumer behavior and value. New product development manager have to make sure that they meet and exceed consumer expectation in order to make them loyal to brand. And lastly company should engage brand in the mind of consumers consistently in order to create a lasting emotional affinity. 3. C ompetitive analysis Competitive analysis is the assessment of the strength and weakness of your rival. Company does not underestimate the power of their competitors.Emergence of technologies has made it easy for them to gain insight in to the future before anyone does. New product development should create an uncontested market space by making sure their marketing mix is innovative in nature. They can differentiate the position of their brand by instilling a distinct feature in price, promotion, distribution and the product itself. 4. Fine tune to advertising strategy Companies like Verizon, gap, apple, Microsoft and MacDonald have fine-tuned their advertising strategy to â€Å"consumer needs† tactics. Appealing message will create brand awareness and increased sales to them.By using a medium that will clearly communicate new brand position and features to existing customers and prospects. They have to employ message that has specific objective in order to add value, success, quality, excitement, substance, and equity to the positioning of their brand. Besides that, advertising objectives should be derived assessment of market situation, price position, competition, and channel of distribution. 5. Create good relationship with trade partner and channel members Trade partner and channel members are people that ensures product or brand gets to the hands of final consumers.Intermediaries have very strong ties to brands. Good strategic partnership and relationship with channel members are very important in ensuring that new brand position is communicated to consumers. They can also supply sales force and marketing communications necessary persuade consumers to go beyond buying a product. Companies like Dell Computer, FedEx, and Charles Schwab have a very great system that have enabled them achieve a very powerful competitive advantage. 6. Reassess It is always good to carry out assessment of brand position continuously to ensure relevance in the market.This strategy will eliminate risk and problem from piling up. It is done by carrying out internal and external analysis of brand rating within employees, customers and prospect. The result of the analysis will enable them to know the strength and weakness of brand position. Furthermore, data collected will enable you map out informed strategy to reposition their brand all over again. PROFITABLE WAYS TO REPOSITION A BRAND The reason is because brand re-positioning strategy is applicable to wide range of real business problems and marketing issues.Brand re-positioning is the only effective strategy that can generate feasible solution to problems based on current needs of the market. Therefore, it is imperative organizations understand specific ways to reposition a brand. Below are illustrations of ways to reposition a product or services. i. To make brand relevant One way to reposition a product or service in the mind of target market is to make it relevance. Brand relevance can be define d as the alignment of brand’s identity, attribute and personality with the needs of target group.The reason behind making brand relevant constantly is because of changing needs of the society and profusion of alternatives. Brand relevance entails keeping brand current and significant in the mind of target group. It also encompass ensuring that brand resonate and connect to consumers emotionally. ii. To enhance brand identity Another way to reposition a brand is to enhance its identity in the market place. Brand identity is the visible element of a brand such as colors, logo, design, symbol and name that distinguishes a product or services in the mind of consumer.Identity enhancement is done especially if there is no consistency between brand interfaces and consumers. Redefinition of identity is also done when two or more company is merging together. Brand identity is strategic or substance oriented in nature. Brand identity begins with analysis of marketing environment and en ds with using research data to create relevant brand portfolio. iii. To enhance brand personality Organizations reposition brand personality especially when they need to solidify customer loyalty and engagement.According to David Aaker, author of the book â€Å"Building strong brand† â€Å"brand personality can also be defined as the set of human characteristics associated with a given brand†. It is also the personification of intangible and tangible traits of a brand. Brand personality projects beliefs and core value of product or services. It is a framework that creates passion and affinity for consumers. Types of brand personalities include trustworthiness, sincerity, strong, reliable, consistency, sophistication, and emotional. iv. To enhance brand experienceAnother way to reposition a brand is to enhance consumers experience in order to gain long term competitive advantage. Brand experience encompasses aligning product or services to end-user mood, needs, desires, and behavior. It also involves using stimuli to invoke feelings, sensation and responses. A memorable and unforgettable experience is created by being insightful, remarkable, valuable, dynamic, relevance and accessible enough to unravel gaps and deliver satisfaction incessantly. Customer’s physical & emotional expectations are enhanced by creating great experience at all faucet of interaction. . To enhance brand essence Periodically, organizations enhance the essence of their brand by associating brand with meaningful and relevant substance. Brand essence is a pathway for adding value and equity to a product or services continuously. The concept of brand essences is also defined as a phrase or statement that contains emotional connection or impression about product or services experience. It is the DNA or core characteristic that distinguishes a brand from other alternatives. Illustrations of traits associated with brand essence include unique, relevance, scalable, and susta inable. i. To enhance brand image/reputation Another Way to reposition the image of a brand is through its appeal, fame, and value. Business dictionary defines brand image as the â€Å"impression in the consumer’s mind of a brand total personality†. Brand image can be also defined as what a brand stand for or set of specific belief about brand in the mind of consumers. It deals with readjusting the perception of consumers on brand. It is tactical or appearance oriented in nature. Various ways to enhance brand image is through advertising, promotion, word of mouth, customer service and other touch points. ii. To adjust brand association Re-positioning of brand association is done by organizations to increase product or service appeal to core target group. Business dictionary defined brand association as the â€Å"extent to which a particular brand calls to mind the attribute of a general product category†. It can also be defined as the meaning, attributes, image associated with a brand in the mind of consumers. Associating brand with enchanting features can solidify loyalty and turn consumers to evangelist or advocates.Various brand association include customers contact, advertisements, character, word of mouth, celebrity, category, geography, end-users, slogan, intangibles, products, extensions, and displays. viii. To emphasize on brand attribute Sporadically, factors like unstable market, short product life cycle, technological advancement, and alternative can make the attribute of a product or services irrelevant. Re-positioning of brand attribute is done by emphasizing on attribute that matter most to consumers or target group. Brand Attributes is defined as the properties or characteristics of a product or services.It can also be defined as the emotional as well as functional association consumers confer to a brand. Types of attribute include cost, friendly, authentic, innovative, prestige, and reliability. ix. Brand differentiation Or ganization indulges in differentiation strategy when they need to establish a strong identity in the mind of consumers. Business dictionary defined brand differentiation as the â€Å"result of effort to make a product or service stand out as a provider of unique value to customers in comparisons with its competitors†.Chosen point of differentiation need to be significant to target market, not used by competitors and supported by organizational resources. Types of differentiation include components, performance, experience, market leader, convenient, innovation, pioneer, essential, expertise, and responsiveness. WHY BRAND RE-POSITIONING COULD BE THE BEST SOLUTION THROUGH WEBSITE? When you have been working on a brand for a long time, it can be depressing to find out that it is not having the positive effect that you hoped.Examining the brand equity for the website can sometimes reveal that there is virtually no difference between marketing your company with the brand, and prom oting it without. This usually means that your current brand is missing the mark, and you are just not connecting with your customers. In order to create a better equity, and retain more customers while bringing in new traffic, you should seriously consider brand re-positioning for your website. Re-positioning a brand means changing the angle or design of your current brand marketing campaign, or even simply discarding your brand and starting again.On a website, which needs to be constantly changing in order to keep up with modern trends, it can actually be a good idea to reposition your brand every so often. This keeps the website fresh for your clients, and can also attract and retain customers who would not be otherwise connected, while also allowing you to fine-tweak the Brand Promise or other elements which affect the levels of brand equity. There are a number of reasons why you should consider brand re-positioning for your website. If you are just not attracting the sales that you had at the beginning, then changing the brand can bring back former customers.You would also need to focus upon promoting different elements of your products or services to keep the interest, but this can be a positive side effect of brand re-positioning. Another reason may be that brand you have chosen does not really match your website, and you are therefore losing customers. For example if you are promoting a brand of shoes with puppies and kittens on, then you would not want a brand image that more resembles a heavy metal poster. Your customers base their opinions of your values upon your branding, so the item and the brand need to be a close, if not completely perfect, match.A brand which clashes with your website or the item or service offered for sale simply has to go, and changing the logo, colors and appearance of your brand can be the incentive that some websites need to completely overhaul the way that they operate which was by leading to new initiatives that generat e more income for the owners. Brand re-positioning can also be a step designed to help the owner of the website with brand management, keeping the brand to a set design, and making it clearly different from other types of brand which are very similar to your own.If a rival company has put out a product with a virtually identical brand to your own, then you can cut down their stealing of your clients by changing the appearance of your brand. This type of brand re-positioning can also ensure that you keep up-to-date with your opposition, and don’t become the traditional website, as this can put off some buyers. There are also several different types of effects which can result from brand re-positioning. For example, you may find that changing the look and feel of your brand can make your company more relevant to the customer.If you offer a service, then you may find that your regular customers increase their levels of use, because re-positioning the brand has opened up potentia l uses that the customer had not previously thought of. It may also serve to make the customer take your product more seriously. Sometimes when a website has been used for a long while, clients can feel a bit bored about your site, and re-positioning can make them think again about your products. Re-positioning can also ensure that your brand keeps up with changing market conditions that would otherwise have resulted in a drop in sales.By constantly re-positioning the brand in the market, websites can keep themselves one step ahead of the competition, and keep up with current trends. Making sure that you don’t fall behind ensures that you retain customers and keep bringing in new ones. In the more modern era of the social network site, companies also rebrand in response to changing customer demands. Some websites may need re-positioning in order to keep the interest of ‘followers’, because it gives them something to notify their fans about, and so keep the compan y in the user’s memory.Others may hear direct complaints about their current brand, and this can lead them to reposition their brand in the market, hoping to ease customer dissatisfaction with a particular part of the brand’s products. Although you may not have experienced any opposition as yet, re-positioning is a good idea even for a very small company with social networking contacts, and in order to ensure that effective branding is installed, working with a company such as www. expertsbranding. com can ensure that you keep your brand contemporary and consistent even after it has been repositioned.SUCCESSFUL BRAND RE-POSITIONING There are three key factors in successfully planning for and delivering on brand positioning. There are of course many examples of this not going to plan and in fact companies having to back-track on their new promise to a more pragmatic place. The three components to success or consideration on this topic to be: i. Planning new positioning so that it fits within the existing reference points of the target market. Some company much like the creation of social media personas and communities and not trying to create a new identity or personality or place for the brand.That is too far away from the existing perception of that brand in its category and market position. ii. Ensuring that the audience will grant you permission to re-position. This stage essentially encourages the brand to again consider current customer sentiment. The question is they looking for the brand to evolve and change, or are they comfortable with where it is or not even aware of the current positioning. Essentially efforts are wasted if the audience are not likely or be receptive. iii.Finally, and I think critically, the last component is ensuring the organization delivers on the new brand promise. This seems logical, but the best examples of brand re-positioning are where brands start transforming internally and fundamentally – brand of cou rse needs to behave like it wants to be seen. No one likes a big talker with no follow through. EXAMPLES OF RE-POSITIONING BRAND SUNKIST In this digital age where music and the virtual world dominate most of the younger generation's daily lives, marketers have to change and adapt their strategies to reach their target market.Recently, the American soda brand Sunkist has initiated a brand re-positioning. They are now aimed at trend savvy teens and young adults. Sunkist's brand manager said that they just can't rely on traditional marketing. The brand's mother company, the Dr Pepper Snapple Group, is now utilizing YouTube, MySpace and Facebook platforms to promote their products. The company has also partnered with MySpace to promote its project. Sunkist has also created four new videos featuring young break dancers out at night.Many brands and companies are now using digital communication mediums and social media tools for a more relevant communication strategy that is in line with t heir target markets’ interests and ways of life such as LG, Unilever, and Nutella. In an era when people are switching from television to computers and mobile phones, companies cannot only use traditional advertisement channels and must find new ways to reach their customers. Today, the proliferation of online platforms seems to be a great opportunity for marketers to enter this new age of communication.There is no doubt that Sunkist’s new strategy will help the brand increase its global awareness and successfully reach their consumers. Today, the young generation is more health conscious and probably less willing to buy drinks containing huge amounts of sugar. Sunkist did their market research before launching the new campaign to ensure their brand re-positioning is a success. JOHNSON AND JOHNSON Liquid petroleum is low-value, mass-produced and has a wide variety of uses; there is huge potential for mass marketing.The market name for this substance has been long known as Mineral Oil, used primarily for health and medical uses. But US pharmaceutical and fast-moving-consumer-goods manufacturer Johnson and Johnson bridged the gap between the initial R&D and the market-ready innovation by defining a baby-care niche: Johnson’s Baby Oil was born. This extended their ‘baby’ product range, which later also included ‘No more tears shampoo’. These products demonstrate the benefits and drawbacks of a ‘Focus’ strategy as the consequential brand re-positioning shows, operating in a niche has its limitations.The branding of their baby oil and shampoo has highly effective in defining their niche: happy babies in above-the-line advertising, pink packaging and a trusted producer sends out all the right connotations; mothers know that these products will never harm their babies. As a result of this, Johnson and Johnson can differentiate themselves from the competition by which is the essence of what a brand should aim to do that seduces a female-orientated target market to ignore generic competitors. This may have been key to uccess as Micheal Porter’s Five Forces demonstrates, Johnson and Johnson has less power than their customers, the supermarkets, who are also trying to sell their own-brand alternatives. Hence, branding to create a niche is a competition-driven objective. However, while it was a competitive strategy, nowadays the products are marketed to a wider, mass market and the ‘baby’ niche, which limited sales, has been ditched to pursue a new sales growth aim. This is essentially re-positioning a brand.The baby oil and shampoo, it is argued, if soft and gentle enough even for babies, then surely new consumers can be attracted to use the product, which mirrors a form of market development. Predictably, more customers equates to more sales and therefore greater revenue; also, by increasing demand Johnson and Johnson can benefit from internal economies of scale to red uce average unit costs, which boosts profit margins. But this is easier said than done: very good marketing was needed to successful reposition their products.Ironically, therefore, the secret behind successful brand re-positioning is not to change the branding to match the new consumer, but change the consumer’s perceived ‘needs’ to match the brand. REFFERENCES Brandsource. (2009, June 8). Retrieved 4 3, 2012, from Sunkist Brand Re-positioning: http://www. labbrand. com/brand-source/sunkist-brand-re-positioning Johnson and Johnson – Brand Re-positioning. (2010, August 4). Retrieved April 3, 2012, from Johnson and Johnson – Brand Re-positioning: http://manifestedmarketing. com/tag/johnson-and-johnson/ Derrick, E. (2011, September 9). The Blake Project.Retrieved April 3, 2012, from Branding Strategy: http://www. brandingstrategyinsider. com/2011/09/how-to-reposition-your-brand-for-higher-meaning. html Levey, C. (n. d. ). Re-positioning:Marketing Stra tegies. I. T . Partners. Lyle, S. (2011, June 13). The Academy of Business Strategy. Retrieved April 3, 2012, from http://theacademyofbusinessstrategy-brandre-positioning. com/ McKinsey & Company. (2001). Successful Brand Re-positioning. Marketing Practice. Norlander, T. , & Unander-Scharin, M. (2007). Re-positioning- A Brand Personality. Bachelor Thesis, 139. Ryken, C. (2011,

General Motors Essay Example | Topics and Well Written Essays - 1000 words

General Motors - Essay Example Studies so far show an increase in job layoffs and lack of foresight on the part of GM on what customers want. More research is needed on whether GM is actually making an effort to improve in these areas and what programs they have in place. Customer and employee satisfaction: The recent effort on GM's part to save on health costs in an agreement with United Auto Workers union will not increase employee incentive since the effort adversely affects the employees by increasing co-pay for doctor's visits and pharmacy. In the growing Asian and European markets, GM has not kept up, focusing on light trucks when customers were more interested in owning cars. Further research will determine how GM plans to change its focus. Brand visibility: Asian and European auto brands have long been established as being well made and long lasting, with American brands suffering by comparison. At one time, American automakers pushed for customers to "Buy American," a patriotic ploy that increased market share for GM until Asian and European companies opened companies in America. Even so, foreign cars continue to be considered superior. A study of GM's research and development efforts will tell the story on future efforts. Global marketplace: Even though GM has addressed the Chinese market with Shanghai GM, problems have already been experienced in the company, with recall of Buick models. The saving factor here is that there was a recall of foreign brand cars as well. The future of GM depends on attention to: 1. Positive brand visibility 2. Global interaction through partnership and mergers 3. Increasing customer and employee satisfaction Work remaining As noted in the progress report above, several areas need further study. First, the history of General Motors from its beginnings to its phenomenal success in the 1990s should set the foundation for where GM is at present and what it must do in the future. In addition, comparisons with other American automakers and the efforts being made to increase the customer base must be made. Once this foundation is put in place, it is necessary to look beyond the American market and learn what GM has done to meet foreign competition and just how successful they have been so far in the 21st century (Appendix A). Toyota is obviously making a concerted effort to reach No. 1 in the automobile market, and the final report will show whether GM can maintain its lead and resolve its issues in the near future or whether it will not only lose to Toyota but be taken over by them as well. Appendix A: NPR Study in 2005 by Diane Geng By the Numbers General Motors Toyota Best selling vehicle In U.S. Chevrolet Silverado 680,768 sold in 2004 Toyota Camry 426,990 sold in 2004 U.S. sales in 2005 4,454,386 down 4.3% from 2004 2,260,296 up 10.1% from 2004 Profitability per vehicle Losses $2,331 per vehicle Makes $1,488 per vehicle Worldwide sales in 2005 9.2 million 8.2 million Global market share In 2005 14.2% down from 14.6% in 2002 12% up

Data Analysis Research Paper Example | Topics and Well Written Essays - 2750 words

Data Analysis - Research Paper Example The period under study is from 1997 to 2001, a five year period. The basis for this particular study is the fact that the company promises to replace the copiers if the service personnel are not in a position to rectify or resolve service complaints within a period of 72 hours and the service commitment given to the customer is that the non-functional or problematic copier would be replaced within a period of 48 hours. Exhibit 1 below shows the sales figures for the five years under study across the different geographic locations and the annual growth rate. The sales across were achieved by deploying extensive sales force in the marketplace. One of the principles that were used to increase revenues was to increase the sales force. The following table and graphs give the number of sales personnel during the study period. While sales is one of the parameters for increasing the revenues, it was found that the commitment of replacing un-serviceable photocopiers was eating directly into the bottom-lines of the company. The number of complaints received is captured as under - Exhibit 4 and graph 4: While measuring the effectiveness of the sales personnel, similar data is captured for service personnel. Service personnel are people who attend to customer complaints once the product is sold and placed at the customer site. Exhibit 5 and Graph 5 show the number of service personnel. Exhibit 6 andExhibit 5 Number of service personnel Geo Dec-97 Dec-98 Dec-99 Dec-00 Dec-01 1 USA 70 84 100 122 125 2 UK 36 44 34 40 50 3 Europe 40 48 58 70 70 4 Asia 24 30 35 42 45 5 Australia 30 56 44 53 55 Graph 5 number of service personnel Exhibit 6 and graph 6 show the average number of service call

Critical Analysis for Surveyor Essay Example | Topics and Well Written Essays - 2500 words - 1

Critical Analysis for Surveyor - Essay Example Below is a small account of what nominated sub-contract is and why employers increasingly prefer domestic subcontract to nominated sub-contract. . Of late the preference to nominated sub-contractors has been on the decline because of the main contractor’s reduced liability. In JCT 98 form of contract, clause 25 provides for an extension of time owing to delay on the part of the sub-contractor. The architect is required to substitute the existing defaulting nominated sub-contractor by a new nominated sub-contractor. Main contractor is not liable for the failure of the design supplied by the nominated sub-contractor under clause 35. Delay is usually caused by the nominated sub-contractor’s late information. Generally, before appointment of the main contractor, nomination of sub-contractor is necessary to enable the architect to prepare full working drawings and other matters connected to building design. This facilitates cost savings at the tender stage since the specialist would prepare one tender on a standard set of conditions. JCT 80 introduced main documentation for nomination of the subcontractor. NSC/1: JCT Standard Form of Nominated Sub-Contract Tender and Agreement is used to call for tenders from potential nominated sub-contractors. This form actually gives sub-contractor specifications and terms and condition to facilitate submission of his tender and later agree with main contractor as regards programme and attendance details. NSC/2: This form called JCT Standard Form of Employer/Nominated Sub-contractor Agreement detailing the obligations of the Sub-Contractor so as to bind him to work with skill and care while under contract with the main contractor. However, the main contractor and the architect are not parties to this contract used as a warranty to protect client’s interests. On the other hand, the client is

Undue Influnce in law of Contract Essay Example | Topics and Well Written Essays - 500 words

Undue Influnce in law of Contract - Essay Example e banks agents for the purpose of advising Mrs Etridge and the bank was entitled to rely on the solicitors assurances, even though those were false† (United Settlement n.d.). Under English law, undue influence is a reason for rescinding a contract if it can be proved by the victim. There are many relationships where one party can hold influence over another due to its inherent nature. An employer can have influence over an employee or a husband can have influence over his wife. But it need be undue influence or through duress for a contract to be set aside. According to Lord Nicholls, one of the judges in this case, â€Å"The law has set limits to the means properly employable for this purpose. To this end the common law developed a principle of duress† (United Kingdom House of Lords 2001). Under English law there is no precise definition as to what constitutes undue influence and will depend upon the circumstances of each case. But what should be proved is that a relati onship with influence has been to abused or exploited to claim undue influence (e-lawresources.co.uk n.d.).In this particular case, since there was no evidence of undue influence by Mrs Etrdige’s husband, the fact that she had sought independent advice is not relevant. So it can be said that unless undue influence existed and the same is proved by the wronged party, there is no recourse and a contract is valid. In any relationship, either of the parties can be in a position to receive information that should not be made public. It can be between a lawyer and client, between a doctor and patient, or a banker and customer (O’Neill 2007). So if a relationship has this feature, then it is a confidential relationship. Here again there is no formal definition, and the fact whether a relationship is confidential will depend on the facts of each case. In that sense, the relation between husband and wife can be deemed to be confidential in nature since they may share information which should not be

Why men's basketball is better than women's basketball Essay - 4

Why men's basketball is better than women's basketball - Essay Example In this sense, the writer employed the use of strategies in order to communicate and deliver his arguments and views. Where as he acknowledges that every ones opinion matters in this assessment, he also asserts that there are some inherent things with men’s basketball that makes it much cherished compared to that of the women (Kramer). He considers the airtime that the two are given and explains that men are given more than women and the situation makes it possible for men to dominate the game than women. On the other hand, the author also posits that in women basketball, there is no overall excitement as compared to that of men. These among other thing like the predictability of the women game makes it too boring to attend to and watch. In order to drive his point home, the author has used rhetorical tools to channel the same, for example. The writer thus has employed the use of ethos (ethical persuasion) to deliver his point home. For instance, when he says it is considered unethical for women to celebrate victory with a finger raised towards the opponents as it happens in the men’s case (Kramer). This is aimed at making the readers understand how the women’s game is bereft of jubilation thus explaining its unpopularity. The writer has also used logos to persuade the writer about his position. When he says that women games are not accorded much airtime in the media compared to men, it really gives the sense of appreciation why one of the gender games is better than the other. With reference to the second writer, he explains his point by using logos. In this sense, he logically convinces the readers that men’s basketball is better that women’s because of the period in which it has been existing. He says the given that basket ball was formerly meant to be men’s game, it has affected and shifted attention to their game than that

Middle East Story Essay Example | Topics and Well Written Essays - 4000 words

Middle East Story - Essay Example Mariam is Muslim and Tony is Christian. I personally believe this change greatly changes the story and makes it even more impossible for Mariam and Tony to be together. Also, it is important to note that the story does take place in 2006. America and the Muslim world is at a point where any communication leads to inevitable misunderstanding and yet, Tony, an American Christian soldier falls in love with the Islamic Qatari Mariam. I really like my modernized version of the play. I feel that since there is so much hostility between the Americans and the Muslims, showing a play where both sides want to give up what they stand for and just be devoted to each other shows that love prevails over all. Throwing dirt on others does not make us a better person; and violence is definitely not the answer to all questions. Middle East Story shows that life is short, and questions, is it wise to spend a short life hating and killing those who disagree with our viewpoint In my modernized version, Tony does die. I felt it was important for Tony to die, because even after he dies, Mariam shows her affection for him. She covers his face with her head covering, her identity of being a Muslim. I felt this was a very powerful scene in the play. This play is based on the musical, West Side Story, and I have attempted to modernize it by making a few... Mariam is the sister of Qatar's Islamic groups' leader, Ibrahim. Ibrahim wants Qatar to be independent of the American soldiers because he fears the Americans would Westernize the Qataris and cause trouble. From the start it is established that Mariam's family is against the American soldiers. Tony, the guy with whom Mariam meets and falls in love, is an American soldier. This racial difference is very difficult to deal with. The American soldiers pity the Qataris whom the Americans believe are living a backwards life. The American soldiers believe women should have more freedom and the country overall should be more open-minded. The lack of understanding between both races leads to hatred; the American soldiers stationed in Qatar and the members of the Islamic groups have a hard time tolerating each other. A social class difference also exists between Mariam and Tony. Mariam comes from a very wealthy family. Her family owns a big house and she enjoys a comfortable lifestyle. Tony, on the other hand, comes from a middle class family. He lives in an apartment and does not enjoy a luxurious lifestyle. According to Qatar standards, a girl that comes from a wealthy family is supposed to be married to a man who is either of equal financial status or preferably richer. The last and major difference is the religion difference. This difference is not mentioned in the West Side Story. Mariam is a Muslim woman and Tony is a Christian man. According to Islam, it is not permissible for Mariam to get married to Tony. Also, Mariam came from a family that was religiously active and consistently reinforced the teachings and principles of Islam. Theme The whole play revolves around conflicts between the

Affirmative Action Essay Example for Free

Affirmative Action Essay In the past, minority rights such as racial equality were limited due to race and gender discrimination. Minority advocates such as Martin Luther King, Jr. strived for this basic necessity of equality. In Martin Luther King, Jr. ’s speech, â€Å"I Have A Dream,† he states â€Å"I have a dream that my future little children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their character. † His dream of racial equality has become a reality, but only to an extent. The statistics mentioned in any of the research or surveys do not signify the treatment any of the group receives within the society. There are various factors that affect social life of people and there can be other ways to promote ethnic diversity in the society. People receiving benefits of the affirmative actions develop different mind sets. They are perceived differently and some kinds of stereotypes are developed for them. These are some of the negative and identified consequences of the affirmative program. These programs have become more political issue than a solution of social problem. The use of Affirmative Action to promote racial and gender equality have negative consequences in our society. Affirmative Action was expected to be the solution to correct the unfair practices of the past that has continued in the mindsets of people. Affirmative Action is the practice of giving preference to racial minorities, people with disabilities or women in the education or profession. This practice was to bring minority groups and women into institutions and professions that had been dominated by Caucasian males. The use of Affirmative Action has impacted our educational institutions. Proponents of Affirmative Action insist that the use of this practice is advantageous for students. Supporters of Affirmative Action dismiss the negative effects of this initiative. Yet, Affirmative Action in higher education has created problems such as reverse discrimination and social stigmatism in our learning institutions. My family and I moved to the United States fifteen years ago hoping to have a better life. Most Asian parents moved here so their kids can have a better education and better future, my parents were no different. The experience as a minority student has not been bad for me. In fact I enjoyed it to a certain extent, where I had been treated specially. However, sooner I realized the other aspects of being minority. Why does every minority student like to have this treatment? I personally disliked this type of treatment due to various reasons. One of these reasons is that I do not want to be labeled as an Affirmative Action recipient. I think I am capable enough to make through the pharmacy school. I would require funding and would apply for the loans and scholarships. If I ever made it into pharmacy school, I definitely do not want my classmates and professors to think that I used the Affirmative Action policies to get into the program. However in the present scenario, it seems to be impossible. People will think I am one of the recipients even if I am not. In a couple months, I will be applying to pharmacy school and the Affirmative Action practice will present me with a dilemma. This practice will affect my admission process one way or another. It will offer me, a minority student, some form of preferential treatment in getting into it. But I am not sure how this is going to help me to deal with the day to day challenges of my educational life. Will this help me to change the mindsets of my classmates to be that I belong to a minority group? Will this change what they think about my background and how they stereotype me with that? I am proud of myself and my background. I do not want to carry the social stigma of being from minority class there. I want to get recognized by what I am, an individual and my character as Martin Luther King told in his speech. Affirmative Action was created to help all students learn to take different viewpoints into account and to learn to live with people of different races and cultures. However, in my view the purpose of Affirmative Action has been reversed. Instead of promoting minority groups in higher education, Affirmative Action serves as a reverse discrimination tool against male Caucasians. If society can not accept discrimination among minorities, then there is no excuse for discrimination against male Caucasians. Proponents suggest that Affirmative Action has contributed to the increase of diversity in our public higher education. For example, many children come from families whose native language is not English. Language barriers create a stigma for non-English speaking students. Supporters of acknowledge that Affirmative Action helps students overcome difficulties. However, does this practice make college easier to get in? Many colleges and universities base their admissions on the factors of grades and academics. Through the use of Affirmative Action, it is the individual’s background that mostly justifies entrance. Yet, how does a students’ background justify how well he or she is going to succeed? For example, many students apply to medical schools or pharmacy schools which are highly competitive. Factors such as academic affect how a student is going to be admitted. In cases where schools apply methods of Affirmative Action, minority students who are unlikely to be admitted, are accepted. Affirmative Action has also placed a social stigma on students who benefit from Affirmative Action. Many students who benefit from Affirmative Action may be labeled as unintelligent. This can create a form of stereotyping among minorities which Affirmative Action is trying to eliminate. An example of social stigmatism is shown at North Carolina Colleges. Many Black students state that â€Å"they were treated like Affirmative Action cases even if they were not. Professors, seeking to help, asked them if they needed tutoring or other assistance, already assuming the Black students’ lack of qualifications. † In some cases, people’s race does not necessarily determine their beliefs on the issue of Affirmative Action. I am one of them. The use of Affirmative Action has been built on historical precedents. Many proponent of Affirmative Action believe that society should repay back to minorities for what they did in the past. Yet, how much should society give back for the mistakes of the past? I do not believe that we should compensate for the things we did in history. We can not change what happened in the past. Through proper implementation of cultural and diversity awareness, we can stop the new forms of discrimination that is occurring today. People are less likely to discriminate against each other if they have a better understanding of the person. I am one of the prospective recipients of the Affirmative Action benefits. I had developed my viewpoints towards this particular aspect on the basis of my personal experiences and social responses I had received on this particular aspect. I did my own research in order to develop more understanding towards the issue. The objectives of any affirmative programs are as follows: 1. To provide equal opportunity in education and employment 2. To increase ethnic diversity in all levels of society 3. To redress perceived disadvantages of racial, ethnic, physically disabled or other minority classes and gender based discriminations. There are various types of affirmative actions taken across the world in order to encourage or promote the equal treatment to all the diverse classes. In most of the countries the affirmative action programs intend to benefit historically disadvantaged ethnic minorities, women, disable people, veterans, aboriginal people and others. All the affirmative programs have similar objectives. However the major outcomes even after decades of implementing such programs are as follows: 1. None of the program across the world has been able to achieve its objectives in the desired time frame. 2. All the programs had to be extended due to the failure of achieving the desired responses, oppose from the minority groups to terminate the program or raised political interest for the political benefits. 3. The beneficiaries of these programs are majorly from the upper section of the minority groups. Some of the respondents receive the benefits of affirmative programs more than one time in their life. Those people for whom these programs are developed and implemented are left behind and there is no change in their education, social and economic status. Affirmative Action is good in nature but there are still flaws that can be changed. Race should not be the deciding factor if a person gets admitted to a college or university. It has always been the person’s socioeconomic status that has been an obstacle to higher education. For example, when a student of high socioeconomic status is raised in a community where education and teacher quality is high, the probability of the student going to succeed is high. Yet, when a poor student is offered inferior education, it is not because of the student race, it is one’s socioeconomic status is an obstacle. Each student should have the same opportunity to have an equal education, no matter what race one is. Therefore, government agencies should stop focusing on race related issues. They should try to increase the quality of our public schools through proper funding. In doing so, it will allow anyone of any race/gender to succeed in school and life. There are some other ways that can be adopted to ensure social change in the society. A diverse society requires everyone to be treated equally and respectfully. These aspects can not be forced by adopting these measures for prolonged period. These benefits should be interlinked with other aspects of the social life of beneficiary. Those people who really do not have means and measures to afford good education and are eligible for the same should be encouraged and supported. If it is must to have affirmative program, than it should be given once in the lifetime and it should be linked with other aspects of the social life. There should be various opportunities in the social, educational and professional lives of people to interact more with diverse backgrounds of people. Churches, religious organizations, social organizations should be encouraged to promote diversification of the society. People should be given equal opportunity and any case of unfair treatment should be handled with strict legal framework. The consequences of mistreatment to anyone on any ground should be taken seriously. The focus of the policy makers should be to encourage the diverse environments and fair treatment at all the levels of the society without providing special benefits to any group but by promoting the respect and fear of consequences of unfair treatments. Sometimes I get these kinds of comments from the people advocating affirmative actions, ‘When you will face actual situation, you will understand by your own. † I might be very young to understand the dept of these actions, but I do believe that majority of people taking these benefits are not the actual people for whom these policies has been developed. In someway, we are repeating the mistakes of the history. Admissions or professional growth on merit basis provides a positive environment to study and grow, where one will not have the feeling that they have been granted something they do not deserve nor some have the feelings that they could not get the opportunity due to the reservations given to the minority class. Affirmative actions gives preference to one on the same ground they were not given opportunities in the past, their historic background. To a certain extent affirmative action can be justified for the physically challenged people as they have to deal with tough and complex living situations than the normal and healthy person. Being physically challenged does not make them less capable for certain tasks or abnormal but it increases the complexity of their lives. This is due to the fact that everything from the bus terminal or classes in an institution is designed with the view of a physically normal person. There are constant efforts done in order to make the life easier for physically challenged people. Nevertheless these aspects are not applicable to the people receiving benefits on the basis of their race or gender. Racial and gender equality is a basic necessity that millions of people have been fighting for the past decades. Through the use of Affirmative Action, how can we justify this practice if it contradicts what we have been looking for? Martin Luther King, Jr. ’s perception of society is a reality that is changing. If we continue to endorse the use of Affirmative Action, then we will be going back to our unenlightened ideology of race and gender superiority. To conclude I would like to quotes of actor Jon Stewart, â€Å"Heres the point youre looking at affirmative action, and youre looking at marijuana. You legalize marijuana, no need for quotas, because really, whos gonna wanna work? † Affirmative actions are injuring the scholars and capable people of the recipient groups by stereotyping them to be belonging to a class of less capable group receiving benefits. It will institutionalize the demerits of the discrimination on any ground. I do not want myself to be in the same stream. As an individual I want to be treated as I am as a person and on the grounds of my eligibility and capabilities in my social and professional group. My background should be the factor for anyone to decide what kind of treatment I should be given.

The Case Study On Employees Motivation Of Starbucks Beijing Management Essay

The Case Study On Employees Motivation Of Starbucks Beijing Management Essay The purpose of this questionnaire is to investigate the current situation of employees satisfaction in Starbucks of Beijing. In order to know how satisfied employees are with Starbucks of Beijing, the questionnaire must refer to every aspects of employees work life. That is to say, any factor which will influence their satisfaction with Starbucks of Beijing should be designed into a question. The questionnaire is designed from the analysis of four aspects. The first one is employees satisfaction with the reward they get for their work. In the aspect of work reward, there are three problems that must be paid enough attention to. That whether the employee is satisfied with his own pay is the basic one. If the employees feel fair when comparing his pay with his investment, if the employees feel fair when comparing his own pay with others. The two problems come from the fairness theory in motivation, which means that the fairness include absolute fairness and relative fairness. And then is the employee option program of Starbucks, which is one of the welfare of Starbucks. Referring to the employee option program, it is an interesting thing. In Starbucks, the employee is not called employee, but partner. That is to say, if you are employed by Starbucks, you will be probable to become the stakeholder of Starbucks. This is also a type of reward for employees. So the relationship between employees work motivation and the employee option progra m should also be investigated. The second one is employees satisfaction with their own job. That is to say, what the employee values most beside the pay should also be taken seriously in their work. These factors include their work environment, a sense of achievement, Harmonious interpersonal relationships, the opportunity to improve ones skill, and so on. For example, if they are interested in the work, their feeling about the challenge of their job and if they can get a sense of achievement in their work. And also, the personal growth in the work is also important for the employees working motivation. And then in the aspect of the employees satisfaction with the work itself, a theory must be considered. That is the goal-setting theory. Through the theory, goal-setting in the work is necessary and important. And also the goal should be specific. There are three questions, which are designed considering from the goal-setting theory. If the employee likes setting a goal in his work, the goal should be specific or c oncrete, and then if the employee want to participate in the process of setting the goal together with his administrators. And then the third one is employees satisfaction with their work environment and work group. The employees satisfaction with the work environment and work group is a very important one among the factors that influence his satisfaction and work motivation. As is known to all, one person will work more comfortably and more effectively in an environment that he likes. So the employees satisfaction with his work environment must be paid enough attention, when considering the employees work motivation and satisfaction. And then is the work group. This problem can be divided into two parts. The first one is the employees relationship with his direct superior. The superiors attitude towards his employees, the superiors work style, leading style and some other things will all influence the employees satisfaction and work motivation. And the last one is employees satisfaction with the company. That is the employees general impression about Starbucks. The employees attitude towards the company policy, whether it is positive or negative is very important. And then the companys attention on employees is enough or not. For example, whether the company gives the employee enough opportunity to grow and show his personal ability is very important for the employees satisfaction. The employees view about the company performance and about the staff ability of the company can also inflect the employees impression about the company. In addition, the sense of belonging and identity in the company is also a sign of satisfaction with the company. 2.  Ã‚  Ã‚  Data Collection Before the process of collecting the data, a series of problems must be considered and settled. For example, the way of carrying out the investigation, the location of the process of writing the questionnaires, the ratio of the gender and age of these objectives and the ratio of employees of different level positions. These problems must be settled perfectly before the process of investigating. In order to have reliable data, 100 questionnaires must be sent out, of which 80 will be useful for us. That is to say, 100 employees should be selected from all of the employees of Starbucks in Beijing. In addition, 80 of these 100 questionnaires are expected to be effective and reliable. In Beijing, there are about 35 stores of Starbucks. Among those stores, 5 stores of them are selected randomly according to their locations. And then 100 employees of these 5 stores will be the research objects of the questionnaire. And also, these 20 people of every store are selected randomly. The Starbucks stores we research are all of Beijing, of which the locations are relatively intent. And then, the number of employees that we should research is not so much. In addition, in order to get a set of reliable data from these employees, we had better send out these questionnaires and then collect them after about 2 hours. During the two hours, these objectives can answer these questions at the most natural state. So we can carry out the investigation by the way of sending out on-site questionnaires in these objective Starbucks stores. Firstly, we ask the managers of these stores and get their allowance to carry out the questionnaire. Considering the busy work-time of the employees of Starbucks Beijing, the time is set at 12:30 to 14:30. At that time, the employees have a little work to do and have enough time to thingk carefully about the questions on the questionnaire. In addition, twenty objectives of every store will be a large task and work. So the questionnaire is carr ied out in five days. The time is from August 15th to 19th. The time arrangement assures the reliablity of the employees answers. In order to study if there are differences between male employees and female employees, the gender ratio should be also considered. In Starbucks of Beijing, the ratio of female employees is aliitle more than the ratio of male employees. So during the questionnaire, the female employees will be also a little more than male employees. Also, the difference between the old employees and young employees should also be investigated. In Starbucks Beijing, younger employees are more than older employees. Therefore, in the investigation, about 30% of all the objectives are in the age range of 35 to 45 and the other 70% are in the age range of 25 to 35. The much bigger proportion of relative young employees is because the proportion of young employees in Starbucks of Beijing is much bigger than the proportion of the old ones. In addition, the bigger proportion of young objectives is also because the views of these younger employees can be better able to explain the problems about the employees satisfaction with the company and his work. And then the position level should also be considered. That is because the purpose of the investigation is to study the satisfaction of the low level employees of Starbucks. So 80% of our objectives are low level staff of Starbucks. And other 20% are management staff. Validity and reliability of questionnaire/interviews The study uses the questionnaire survey method, which is a widely used method of investigation. In this investigation method, questionnaire is a tool to obtain information. So the quality of the questionnaire is very important for the reliability and validity of the survey result. So it is necessary to analyze the validity and reliability of the questionnaire. Reliability means the consistency degree of the results when repeating measuring the same object using the same method. When the questionnaire is designed, almost all of the important factors are considered carefully. Firstly, the basic factors that influence the employees motivation must be analyzed. They are employees satisfaction with the reward they get for their work, their satisfaction with their own job, their satisfaction with their work environment and work group and their satisfaction with his work environment and the company. After the full consideration of these factors, the motivation theories are considered. According to the two-factor theory, there are two kinds of factors that must be paid attention to. They are hygiene factors and motivation factors. Then all the factors, which are included in the two kinds of factors, are considered before the designation of the questionnaire. Some of the inmportant factors for Starbucks Beijing are selected to be designed into the questionnaire. So in the comprehensive aspect, the reliability of the questionnaire is no doubt. And then, referring to the validity of the questionnaire, it can be analyzed from the view of data collection. When selecting the objective employees, the ratio of the genders, the ratio of the work positions, the ratio of the locations and some other important factors are all considered. With these consideration, the data selected in the questionnaire are of validity. Generally speaking, after the careful questionnaire designing process and data collecting process, the validity and the reliability of the questionnaire can be enough for the research. Chapter Four ¼Ã… ¡Data Analysis 1. Data presentation and Statistical analysis Chart 1 From chart one, it can be seen that 65% of the employees are satisfied with their pay and the other 35% are dissatisfied with their pay. It can be concluded that most of employees of Starbucks of Beijing are satisfied with their work pay. However, 35% is not a small number. By a deeper research, it is found that the 35 percent, who are dissatisfied with their pay, are mainly these people, who are in the age range of twenty five to thirty five. It shows that there are some problems in the pay system of the new and young employees, which must attract the attention of the Starbucks of Beijing. Since 35 percent of the employees are dissatisfied with their pay, it should be explored that why they are satisfied. There are two reasons that can explain the problem. Firstly, they think their reward is not matching with their investment in their work. Secondly, they compare their pay with their colleagues, they think it is unfair. The question will be referred to in the end of this part. Chart 2 From chart two, it shows that 60 percent of these employees value the work environment most, 20 percent of these employees value the sense of achievement and belonging most, and the other 20 percent of them value the opportunity for their personal growth most. That is to say, most of the employees take the work environment as the most important factor in their work. It can be explained that employees can work well and comfortably in a good work environment, which is the basic condition for a good work performance. And then, the sense of achievement and belonging and the opportunity for ones growth are also important. It can be said that, when people work in a good environment and he likes his own job, then he will want to have the sense of achievement and belongings, which means he hope that his job is full of challenge and he can belong to the company out of his heart. From this data, Starbucks of Beijing should pay enough attention to these three factors. If these three factors are all done well, then the employees are very likely to be loyalty to his company and his own work, which means he will perform actively and excellent in his work. Chart 3 Considering the title of goal setting, chart three shows that 80 percent of the employees are very willing to participate in the process of setting goal. Only 8 percent of them are reluctant to take part in the activity and 12% of them are indifferent to the matter. Its easy to find that most of people are willing to take part in these more important and more leading work together with their administrators. In fact, there are two questions before this question in the questionnaire. In the first question, about 80 percent of the employees think that it is necessary to set a goal for their work. About 10 percent of them think sometimes it is necessary to set a work goal and the other 10 percent think that it is unnecessary to set a goal. And the second question, 75 percent of the employees think that a specific goal will enhance his work performance, while only 5 percent approve a concrete goal. These three questions altogether tell Starbucks that the employees know the importance of s etting a goal in the work and most of them are willing to participate in the goal-setting process. So some policies about the goal-setting, which is taken part in by the employees should be formulated and carried out. Chart 4 In chart four, there are only 15 percent of the employees, who think their work to be challenging. And 25 percent of them think their work are challenging sometimes. In addition, 60 percent of them think their work is lack of challenge. This can be seen as a challenging problem of Starbucks at least in Beijing. In chart two, it can be seen that the challenge of work is also valued a lot by the employees. So the work lack of challenge is unlikely to be liked and loved by employees. In addition, there is another question, which is closely related with this chart. Considering the biggest problem of the employee, 60 percent of these employees select the sense of achievement and 20 percent of them select the relationship with colleagues. These two questions all show that the challenge of the work in Starbucks is not so enough. In addition, there are some more important questions should be paid enough attention to. About 80 percent of these employees think his pay is fair comparing with his investment in his work, while the other 20 percent think his pay to be unfair. Referring to the problem of the relationship between employees work motivation and the employee option program of Starbucks, 90 percent of these employees select the answer of close relationship. That shows the importance of a good welfare policy. And then some questions about the satisfaction with his work should also be paid enough attention to. Firstly, the interest of these employees for their own work, 60 percent of these employees are very interested in their work, 22 percent of them have a little interest in their work and 18 percent of them have no interest, which means that a lot of the employees in Starbucks of Beijing are working for their interest. Secondly, When referring to the question that if the company gives the employee enough opportunity to grow, only 25 percent of the employees believe that there are enough opportunities for them to grow, 35 percent of them admit that there are some opportunities but not enough, and there are 40 percent of the employees believe that there is no opportunity for them to grow. At last, some questions about the employees satisfaction with the company are also very important. Firstly, the question about the enthusiasm of employees, 7o percent of these employees think that most of the staff of Starbucks is working positively. Among them, 15 percent think that minority of the staff is working positively and 15 percent think that all the staff is burnout. From these data, it can be concluded that the staff motivation of Starbucks of Beijing is much positive. Secondly, there is a question about the companys attention on the employees. In this question, 60 percent of the employees believe that the attention of the company is enough and 40 percent of them think that it is not enough. And among the 40 percent, who think the companys attention is not enough, most of them are low level staff. So Starbucks should pay more attention to the low level staff. And then the last one is the employees best liked way of getting reward for his excellent performance. In this que stion, 50 percent of them approve the present method the company is carrying out. And 30 percent of them select the material reward and 20 percent select the other choices. It can be seen that these Chinese employees like material rewards or good welfare. That can contribute to the common value for the life assurance of Chinese people. 2. Findings 2.1 The good work environment Through the result of the questionnaire, it can be seen that employees of Starbucks Beijing are very satisfied with their work environment. Starbucks is an international band. In the industry of service, the environment is likely to be the same with each other. To achieve success of environment in the service industry is a difficult task. However, the environment of Starbucks is very unique and comfortable. When you come into the Starbucks Beijing for the first time, the only feeling is comfortable,relaxed,unique and amazing. Starbucks is the third space for people, except for the home and the office. The third space is a unique space for the customer to relax and enjoy their life. And also, the unique environment is a beautiful and comfortable environment for the employees of Starbucks. In an environment like this, the employee can provide service for the customer with the companys mission in their heart. For the customers and the employees, the environment of Starbucks Beijing is s uccessful. So the good environment can be regarded as one of the factors for the success of Starbucks Beijing. 2.2The satisfying material reward Through some questions and their anwsers in the questionnaire, it can be found that it is very important for employees of Starbucks Beijing to have a satisfying material reward. In Starbucks Beijing, the staff is not be called employees but partners. That is to say, the people employed by Starbucks Beijing is likely to become the stockholder of Starbucks. The coffee stock is a stock program for the staff, which is carried out by the Starbucks Beijing. The idea of the stock program is that every excellent employee of Starbucks is probable to hold a stock of Starbucks. That will relate every employee of Starbucks with the general business performance of the company, which means that every employee of Starbucks will work with the same active attitude with the CEO of Starbucks. The motivation method of Starbucks Beijing is related closely with the unique management method of Schultz. Schultz thinks that, the wealth can only be achieved by the honesty and continuous effort. He said that, the management of a band is a whole-life cause. Band is a fragile matter. It must be admitted that the success of the Starbucks band is not a one-time grant of the title and nobility. And the band must be protected and maintained every day. This kind of protection and maintainance must be carrie d out by all the staff of Starbucks Beijing. The employee stock program is a kind of this protection and maintainance. It should be believed that the strongest and longest band is built up in the heart of customerd and partners. The stock system of Starbucks improves the reward of employees, improves the culture and value of the company, and also lowers the staff turnover rate. Therefore, it can be said that satisfying material reward is another factor for Starbucks success. In addit ion, it should be paid enough attention to that some employees are not satisfied with their material rewards. So Starbucks Beijing should do more effort to satisfy employees in the aspect of material rewards. 2.3The employee training of Starbucks The good work environment and the satisfying material reward are the hygiene factors, which influence the employee motivation of Starbucks Beijing. These factor can only avoid employees dissatisfaction, but cant lead to motivation of employees. In the following part, some motivation factors of Starbucks Beijing will be analyzed in detail. In the questionnaire, there is a question about the employee training of the staff of Starbucks Beijing. Through the answers, it can be seen that the employees are very satisfied with the employee training of Starbucks Beijing. That is to say, the employee training is enough for these employees to work smoothly and easily. For every new employee of Starbucks, they will have a training program, which teaches employees how to become a qualified coffee barista and teaches them the core idea of Starbucks Beijing. Through this kind of training, they will know more about the company and deliver the legend service of Starbucks Beijing to the customers and the communities with their work enthusiasm. Besides this training program, the employees also have a lot of other training programs about their specific job after taking part in the service work in Starbucks Beijing. In addition, the coffee barista plan is designed for these partners of Starbucks Beijing to help them to become a coffee barista and provide for the customers. All these training programs contribute to the success of Starbucks Beijing, which is another important factor for the success of Starbucks in the aspect of employee motivation and business performance. 2.4The company culture For a company, the enterprise culture is the spirit of a company. The culture of Starbucks Beijing greatly values the companys responsibility for the employees and the responsibility for the society. Starbucks of Beijing gives the employees the respect that they deserve. The employees of Starbucks Beijing are also the band delegation of Starbucks and the marketing staff of Starbucks Beijing, who will tell the customers what Starbucks is like and how an unique company Starbucks is. This is the best advertisement for Starbucks. The good relationship between the employees and the customers makes the success of Starbucks Beijing. Besides the responsibility for the employees, Starbucks also values the responsibility for the society. For example, the ethical sourcing, the environmental commitment and the community feedback. These are all the performances of Starbucks Beijing in the aspect of the society responsibility. The society responsibility Starbucks loads gives the employees their co hesion and identity for Starbucks. So the company culture must be concerned, which can lead to the loyalty of the customers and the employees. 3.Discussion The aim to pursue by administrators of modern enterprises is to create maximum value for the enterprises and bring staffs enthusiasm, initiative, and creativity. In practice, the enterprises should take effective motivating measures and establish rational objective and motivating measures for a long time to urge staff to create more value for the enterprises. 3.1 The theory analysis of employee motivation of Starbucks Beijing 3.1.1 Two-Factor Theory The traditional theory, which is also called motivation-hygiene theory, holds that the opposite side of satisfaction is dissatisfaction and the opposite side of dissatisfaction is satisfaction. However, two-factor theory holds that the opposite side of satisfaction is that there is no dissatisfaction and the opposite side of dissatisfaction is that there is no dissatisfaction. In the two-factor theory, the factors that affect peoples work performance are devided into two aspects. The first one os called hygiene factors. And the other one is called motivation factors. These two aspects are independent of each other and they influence peoples work enthusiasm and motivation in different ways. Firstly, the hygiene factors refer to these factors, which will cause the dissatisfaction of the employees. And the improvement of hygiene factors can just lift the employees dissatisfaction and cans satisfy the employees and motivate their work enthusiasm. These factors include the working environment and conditions such as company policy, administration, relationships with supervisors, working conditions, wages, relationships with colleague, personal life, relationships with subordinate, status, security and so on. These factors refer to the negative factors of work and they are related with the work environment and condition. When these factors deteriorate to a level that is not accepted by the employees, the employees will be dissatisfied with their work. Although these factors are in a good level, this can just eliminate the employees dissatisfaction and cant lead to a positive work attitude of the employees, which means a neutral state that the employees are not satisfied and a lso not dissatisfied. These factors can just maitain the present state. So they are called maintainance factor. Secondly, the motivation factors are factors that make the employees feel satisfied, the improvement of these factors can not just lead to the employees satisfaction but also give the employees enough motivation, enhance the employees work motivation and improve their work productivity. These factors include work achievements, approval of working performance, attraction of the working itself, responsibilities, promotion, growth and so on. They refer to the employees positive feeling for work and they are related to the content of their work. These factors, which can bring the positive work attitude, satisfaction and work motivation of the employees are called motivation factors. If these factors are all gathered, the employees will have a great work motivation. According to the view of the two-factor theory, the administrators of the company must know that the hygiene factors are necessary, without which there will be no satisfaction. And only the motivation factors can make the employees do a excellent work performance. The two-factor theory is designed for the goal of the employees satisfaction. The hygiene factors can satisfy the employees in the aspect of outside conditions and the motivation factors can satisfy them in the aspect of the work itself. The former one is for outside motivation and the latter one is for inside motivation. That is to say, according to two-factor theory, the word satisfaction must be paid to enough attention in order to motivate the employees effectively. 3.1.2Goal-setting theory The goal-setting theory holds that the goal let people know what work they must accomplish, how to accomplish their work and how much effort they must pay. A clear goal will improve the employees productivity. And especially when the goal is with a certain difficulties but not set higher beyond employees capacity, a higher productivity can be achieved. In addition, a specific goal will be better for the employees to enhance their work performance and improve their work productivity. In the goal-setting theory, there is another important matter that should be paid enough attention to. That is the participation in the formulation of organizational goals of the employees. 3.2 Recommendation 3.2.1 Improving the challenge of the work Repeating the same job day after day, the employees will be caught into the trouble and cant escape from it. From the result of the questionnaire, it can be found that employees think that their works are lack of challenge. However, the appropriate challenge in the work will stimulate their ambition and keep their enthusiasm for their work. In order to improve the challenge of the work, Starbucks Beijing must take some effective measures. Firstly, Starbucks Beijing can increase work standards of employees. After continuous exercise of work ability and their self-growth, the employees will show a higher productivity and be more skilled to handle the issues in their work. At that time, Starbucks Beijing can appropriately increase work demands of the employees. For example, at the right time and circumstances, the employees performance requirements should be improved, which will be followed by a appropriate standard of compensation awards. Secondly, increasing the job content can also improve the challenge of the employees work. With the increase of job content, employees responsibilitied will increase and also the challenge of the work is improved. Then the employees will use more enegy and skill to work, which will enhance their work ability greatly. The employees will feel the interesting change of their work when the work content is increased. However, the increase of the work content mustnt bring unnecessary trouble for the employees. Only the reasonable increase of job content can really serve to increase the work challengign. For example, establishing a team of employees. With these teams, employees are allowed to handle some difficult issues. Starbucks Beijing can assign some tasks about developing customers to the employees. With this kind of work, they can challenge their ability, intelligence,communicaition skill, and so on. Thirdly, giving rights to the employees can also give them some challenges. Getting some rights, the employee will enter a new work field, in which he will handle some issues and load some responsibilities. Generally speaking, the employee will be motivated and load some responsibilities after getting some rights, which will improve their work motivation. So the employee will regard the rights as the reflection of his ability and the companys affirmation of his work performance. There are variety of ways to give rights to employees. For example, give them the right to manage a team or take responsibility for a group job. Generally speaking, in order to increase the challenge of the work, Starbucks Beijing can take measures in the aspect of improving work standards, increasing work content and giving rights to employees. Every employee likes to do a job full of reasonable challenge. So managers must spare no effort to provide the employees an opportunity to face with challenge. 3.2.2 Providing more opportunity for employees self-growth In the questionnaire, most of the employees of Starbucks Beijing think that they have no opportunity for their self-growth in work., which is an important matter for a company of service industry. The development and growth of an organization should depend on the effort of all the staff instead of only one persons effort. Sometimes, some managers may complain about the disability of the employees, which is a bottleneck problem in the development of the company. After a careful analysis, it can be found that the problem is not the disability of the employees. The problem is whether managers give the employees enough opportunity to exercise their abilities. In order to improve employees ability to meet the companys demand, the company must take a reasonable measure and cultivate employees in some effective ways. As our growing process, we learn to walk.We try again and again. And at last we can stand steadily and then we can walk quickly. The process is an exercising process. The abili ty of the employee is not decided by ones IQ. The work experience and enrichment of knowledge can alsi influence the work mind of an employee. When the employee does more and more work and load more and more responsibilities, he will be full of work experience and his work style will change a lot. That is one of the important problems of a company, which is called the management of human capital. 3.2.3 Providing goal-setting opportunity for employees Through the goal-setting theory, it can be seen the great importance of goal-setting. And also in the questionnaire, employees also express that they believe that goal-setting is very important and they want to participate in the goal-setting process. Firstly, the goal must be specific and measurable. And then, the goal must be accepted by the superiors and subordinates. At last, the goal must be full and challenge and can be achiev