The DaVinci Crock :: essays research papers

Before I even begin to deconstruct Dan browns DaVinci Code, I think it is rattling appropriate to pardon my perspective. I attended Catholic schooling for my first nine years of education. The school I attended taught the Catholic belief in a very conservative and orthodox manner. I even do practice the Catholic faith, but at the current time, I am very impressionable with it comes to my faith and beliefs. My first impression after reading The DaVinci Code was that Brown is very blasphemous towards the Catholic Church. Before the novel even begins, Brown states, All descriptions of artwork, architecture, documents, and enigma rituals in this novel are accurate, which can be very misleading, making the reader think that the descriptions of the Catholic Church are also very accurate. throughout the book, on numerous occasions, Brown talks about how Jesus could have been married to Mary Magdalene, and possibly could even have fathered a child. In ane instance Teabing says, the ma rriage of Jesus and Mary Magdalene is part of historical record. Jesus as a married man makes more sense than our standard biblical view of Jesus as a bachelor (245). This goes against many of the Catholic teachings and traditions that say that Jesus was single and chaste the entirely of his life. The Bible says, Nevertheless he that standeth stedfast in his heart, having no necessity, but hath power over his own will, and hath so decreed in his heart that he will keep his virgin, doeth well (1 Corinthians 737). It is even more preposterous when Brown asserts that Mary Magdalene could have been one of the 12 original disciples. The Last Supper is supposed to be thirteen men. Who is this woman?, Brown writes (243). Historically, The Last Supper was Jesus last meal with his twelve Apostles. Brown is saying that one Jesus twelve apostles may have been a woman. To begin with I would have to guess when Brown uses the word disciples, he really means apostles. The word disciple, in the B ible, literally means follower of Jesus. Under that definition, Jesus has had and still has an uncountable number of disciples. The Apostles were the twelve mean that followed Jesus during his lifetime and helped him teach his message. I think Brown was trying to say that Mary Magdalene could have been one of the twelve apostles. Even so the Bible says that the twelve original apostles were men.

The Essence Of Empowerment Essay -- essays research papers

The Essence of Empowerment     Empowerment is certainly not a new estimation within the business arena. Infact, its concept has been around since the 1960s when American carmanufactures suddenly realized that they were losing their butts to theJapanese producers. An extensive and extremely well-funded investigation foranswers to the recurrent question, how do I get more out of my employees turnsimultaneously lowering my costs, did produce some implement sufficient andconstructive results. The topic I have chosen to analyse is the applicationof employee empowerment and how to get the most out of this HR "buzzword."Within my scope of discussions are topics which include effective implementation,the role of the organization, and incentives to achieve and sustain actuation.     Employee empowerment, in its most basic definition, is effectivedelegation. The new twist that upper management has been trying desperately toachieve, is to invo lve the lowest level of employees in the decision-makingprocess while making them responsible for the results of their decisions. Therehave been many documented examples of anxiety, mistrust and complacency inemployees when this wave of "new-and-improved, successful managementstrategies" have been suddenly thrown and twisted upon them. Change of any kind willusually inspire resistance, especially when you are talking about extractingpower from management to place in the pass on of "subordinates."     There are obvious methods to achieving the results that the stakeh grayersof an organization demand through empowerment. Increases in profitability,productivity, creativity, and a shorter time-to-market are all feasible resultsof empowerment. In fact, "empowerment is an extremely cost-efficient concocts ofbringing about desired changes in performance and operational effectiveness."It takes only a stout devotion of the entire organization, f rom the top levelsdownward. Thats all. There are, however, tell factors to its success.     One of the most important key elements to take into account is the needfor extensive organizational preparation to achieve effective implementation.By preparation, I mean an organizational-wide commitment to preparing bothmanagement and its staff for the changes... ...n to the company.     While global change is driving companies to empowerment, and similarphilosophies like self- managed team-based arrangements, total qualitymanagement, it is important to note that no one philosophy is entirely correct,or incorrect. By combining the best of what these philosophies have to offerand adjusting, to the best of your ability, you corporate culture to facilitatethem, you are able to describe the rewards of currently suggested managementideologies. To expect them to work over night is ludicrous, however. Thesethings do take time, because remember, you dealin g with human beings here whodont like change. Be patient, preserve it will be worth the effort.     In sum, through cooperation, perseverance, and much patience, you mightbe able to develop an empowered atmosphere at your company. Change dictatesthat old philosophies are no longer valid. Through thorough preparation,education, communication, and absolute commitment you might be able to developempowerment techniques, but to truly reap empowerments rewards, you mustremember that employee motivation is the product of your reward system.

Knowles Separate Peace Essays: The Theme of A Separate Peace :: Separate Peace Essays

The Theme of A Separate Peace The persistent theme of A Separate Peace is the deterioration of a complex friendship. The bond between two boys (Finny and cistron) becomes tested and attacked, as the reader observes a seemingly utopian affinity fall into decadence. Gene becomes challenged with various inner hostilities, sequence Finny, his proclivity for athletics revoked, has been forced to find acceptability and provocation elsewhere. Furthermore, the book commences during mid-to-late 1942, during the height of the Axis powers success. The resultant role of stress and tension on the camaraderie of the boys becomes elevated. The intensities of war, envy, and intricate personalities synthesize to provide an interesting look into the subconscious mind and sanity of war-time youth. Phineas and Gene form the fantasy of great companionship, combining superior athletic ability with a powerful intellect. However, a silent rivalry develops between them. At the beginning of the story G ene seems to accept Finnys premium physical agility, but he resents what he feels is flaunting (of his aptitudes) by Phineas. As the book progresses, Gene continues to look deeper into their fellowship and quickly becomes wildly greedy of Finny. Eventually, Gene impairs Finny by jouncing the limb where Finny stood. Phineas, meanwhile, seems unawargon of Genes evil thoughts. He continues to remain optimistic and promising. Amidst this rivalry, World War II persists and the faculty at Devon School are preparing the students for entrance into the military. Propaganda and the war effort enthrall the youth. From the forming of the Super Suicide Society of the Summer Session, to the shoveling of snow at the railroad yard, everyone is absorbed by the aura of warfare. Genes realization, while shoveling snow, that we he and his schoolmates seemed to be nothing but children playing among heroic men (89) demonstrated his generation are merely pawns in a global conflict. Gene sustains his le aning towards pessimism and exposes the evil within him. The disharmony betwixt Gene and Finny constitutes a separate, full-scale war when Phineas fractures his leg once again. With Phineas inner evil now exposed and his piffling personality shattered, Gene quickly becomes the object of his animosity. With the death of Phineas, the relationship has exhaustively deteriorated. When he fails to weep, Gene reveals that it is not just Finnys funeral, but his own.

Galileo: A Man on a Mission :: History

Galileo A Man on a MissionIn 1632, Galileo Galilei published his oblige Dialogue Concerning the Two Chief World Systems. As innocent as this may seem, the implications that were associated with the publishing of the hold up were soon evident. In the time prior to the publishing of the book, Galileo had been warned several times not to publish it by the Catholic Church. The book was a fictitious dialogue between three men, whose purpose was to discuss cardinal theories of Planetary Motion. The theory that Galileo was advocating was considered by the Church to be heretical, and he was told several times that publishing the book would have dire consequences. His pride, his impulsive nature, his arrogance, and his love for light influenced Galileos decision. Galileo was a scientific genius, but he was also a human. He was too proud to compromise his beliefs under any circumstances. Before we can snap this decision, we must understand exactly what the book contained. The idea behind the book was to demonstrate the superiority and validity of the Copernican model of the Solar System versus the Ptolemaic model of the Solar System. The Ptolemaic System was a model of the Solar System in which the planets, the sun, and all other objects in the universe revolve round the Earth. This system was supported by Aristotle and coincided with Holy Scripture, and therefore, was supported by the Church. On the other hand, the Copernican model of the Solar system was the basis for the system we enjoyment today. It stated that all objects in the universe, including the Earth, revolve around the sun. This idea was what caused problems with the Church. The theory that the Earth was not the center of the universe directly contradicted Holy Scripture. This was the foundation on which the Church based its threats against Galileo. Before we can truly understand the magnitude of this decision, we must also first comprehend the climate of the times in which his book was published. europium was in the midst of a break from the old method of thinking to a new, increasingly scientific method of viewing the world and society. Until this time, Europe had been in what we call the Age of Faith. This time period was characterized by a strong belief in the Church and religion. Although still a major drag in the lives of the people, religion and philosophy were on a steady decline since the start of the Renaissance when the Age of Exploration began.

Jane Eyre and Education in Nineteenth-century England Essay -- Jane Ey

Jane Eyre and Education in Nineteenth-century EnglandJane Eyre provides an accurate view of education in nineteenth-century England, as seen by an 1840s educator. The course of Janes life in regard to her own education and her work in education are largely autobiographical, mirroring Charlotte Brontes own life. Janes time at Lowood corresponds to Charlottes education at a school for daughters of the clergy, which she and her sisters Maria, Elizabeth and Emily left for in 1824. Jane went on to attend Miss Woolers school at Roehead from 1831 to 1832, and returned to teach there for three geezerhood in 1935, just as Jane became a teacher at Lowood. Both Charlotte and Jane became governesses. The Lowood School is an accurate representation of a Charity School in the 1820s . The mentally ill health conditions follow the conditions of the school the Brontes went to. The monitorial system of teaching it operates on coincides with the systems created by Joseph Lancaster and Andrew Bell. Lo woods system of a master teacher, under teachers, and monitors is consistent with Bells complicated system. In addition, the notice of discipline implemented by Mr. Brocklehurst is much like that of Lancaster. Janes horror at the harsh punishments at Lowood are meant to prompt similar reactions in the reader. Jane at outset thinks she could not bear such punishment and is mortified when she must stand on a stool and is accused of world a liar. The disciplining of Jane was completely unfounded, the burden of an accident. Most of the punishments at Lowood seem to be for minor and unavoidable infractions such as having dirty nails when the wash water was frozen. Jane sees these punishments as generally just being mean, and thinks that such mean people do ... ...ould receive work appropriate for his own age and ability. The passages which do show Jane at the school usually embarrass praises of how well her students are doing and how the children of England are so much better than the children of the rest of the Europe. This belief also suggests that their education system is the best, including the newest form of schooling, the class school. While at first Lowood was an awful experience, Jane ended up getting a very good education, and went on to offer even better education to other children. Jane Eyre illustrates the evils unrivalled could face in the charity schools of the early nineteenth century and the development of that education system into a much better, more efficient system. Works Cited Bronte, Charlotte. Jane Eyre. London, Penguin Books Ltd. 1996. (Edited with an display and Notes by Michael Mason).

Jane Eyre and Education in Nineteenth-century England Essay -- Jane Ey

Jane Eyre and Education in Nineteenth- cytosine EnglandJane Eyre provides an accurate view of education in nineteenth-century England, as seen by an 1840s educator. The course of Janes life in regard to her get education and her report in education are largely autobiographical, mirroring Charlotte Brontes own life. Janes time at Lowood corresponds to Charlottes education at a school for daughters of the clergy, which she and her sisters Maria, Elizabeth and Emily left for in 1824. Jane went on to attend Miss Woolers school at Roehead from 1831 to 1832, and returned to teach there for three years in 1935, just as Jane became a teacher at Lowood. Both Charlotte and Jane became governesses. The Lowood School is an accurate representation of a Charity School in the 1820s . The bad health conditions follow the conditions of the school the Brontes went to. The monitorial system of teaching it operates on coincides with the systems created by Joseph Lancaster and Andrew Bell. Lowoods syste m of a master teacher, under teachers, and monitors is consistent with Bells complicated system. In addition, the brand of discipline implemented by Mr. Brocklehurst is much like that of Lancaster. Janes iniquity at the harsh punishments at Lowood are meant to prompt similar reactions in the reader. Jane at first thinks she could not bear such punishment and is mortified when she essential stand on a stool and is accused of being a liar. The disciplining of Jane was completely unfounded, the result of an accident. Most of the punishments at Lowood seem to be for minor and indispensable infractions such as having dirty nails when the wash water was frozen. Jane sees these punishments as generally just being mean, and thinks that such mean people do ... ...ould receive work appropriate for his own age and ability. The passages which do show Jane at the school usually include praises of how well her students are doing and how the children of England are so much reveal than the chi ldren of the rest of the Europe. This belief also suggests that their education system is the best, including the newest form of schooling, the class school. While at first Lowood was an awful experience, Jane ended up getting a very good education, and went on to offer even better education to other children. Jane Eyre illustrates the evils one could face in the charity schools of the early nineteenth century and the development of that education system into a much better, more efficient system. Works Cited Bronte, Charlotte. Jane Eyre. London, Penguin Books Ltd. 1996. (Edited with an Introduction and Notes by Michael Mason).

Saudi Arabian Economy

Saudi-Arabian-Arabian Arabia is the largest Arab nation in Middle East Asia Saudi Arabia has a population of more than 28 cardinal and has an area of approximately 830,000 square miles. And has an oil-based delivery with strong government control over major economic activities. Saudi Arabia possesses townie five percent of the worlds turn up petroleum reserves.When Saudi government signed agreement with standard oil of California (socal), allowing the company to explore Saudi Arabia for oil after a desire search for oil that lasted around four years without success, the first success came with the seventh drill site in Dammam city in 1938. The economy of Saudi Arabia, mainly for oil, and hard it has the largest oil reserves in the world, an estimated 264. 2 billion barrels.And occupies the first place as the largest producer and exporter of oil in the world, where it plays a stellar(a) role in the organization of petroleum exporting countries (OPEC) to produce twenty nine percen t of the total production of OPEC. In addition, the biggest turning point of the Saudi economy is Ghawar, it is by far the largest conventional oil field in the world and approximately sixty percent of all Saudi oil produced amongst 1948 and 2000 came from Ghawar and fourth largest reserves of natural gas, 240 trillion cubic feet, one third of this reserve is found in the Ghawar field.After explored the oil in Saudi Arabia, it catch big change in the economic and government, focused on creation infrastructure, human resources development and non-oil economy, with the development of uplifting other economic activities such as handicrafts, mining and farming. For example, create and operation the cities of Jubal and Yanbu industrial create diversified economy and minimize rely on crude oil revenue Saudi Arabia economy is its response to the rapid economic variables on a global, regional and local levels Proof of this the successive jumps of the Kingdom in the standards world ranking s year after year.And the commonwealth occupies fourth rank in the financial freedom in the world rankings and has a tax system workbook ranked seventh in the world, one of the beaver tax systems to spur investment. It is one of the tony five largest economies in the world, which achieved a rank 24, and the largest economy in the Middle East and North Africa.

Mlk and Bill Clinton Compasison Essay

Martin Luther mogul and William J. Clinton comparison essay Elizabeth Frame March 20, 2013 Ms. Johnson Period 1A William J. Clinton was a democratic chairman who administered the United States for two terms. During his terms the U. S. enjoyed more peace and economic well being than at any time throughout its history. In 2000 he called for a great national initiative to peculiarity racial discrimination. Martin Luther King was an American clergyman, activist, and a leader in the African American Civil Rights movement. He believed in nonviolent civilian disobedience because he was a Baptist minister.In 1955 he led the Montgomery Bus Boycott and he helped found the Southern Christian Leadership Conference in 1957. In 1962 King led an unsuccessful struggle against segregation in Albany, Georgia, also organizing a nonviolent protest in Birmingham, Alabama that attracted national attention because of the brutal reception from the police. King also in 1963 helped to organize the March on Washington where he delivered his I Have a Dream speech. In both the I Have a Dream speech and the Remarks to the Convocation of the Church of God in Christ delivered by Rev. Martin Luther King, and former president William J.Clinton, both talk rough things that at their time were very important to many of the citizens of the United States. They both made reference to great Americans such as Abraham Lincoln, clergyman Jackson, and former president Clintons speech he even speaks a lot about Reverend Martin Luther King. They both stood for what they believed in in their speeches. Each one of them used solid arguments to ache their points across to their audiences. From each speech there are certain words or vocalizes that everyone knows the speech by. For example Reverend Kings speech is remembered by the repetition of the phrase I have a dream . Both speeches have historic context that will always be remembered, and taught to each generation sleep that struggles from the his torical are not forgotten. In Reverend Kings speech he was speaking to the nation, all of the citizens or residents of the United States. Reverend Martin Luther King wanted to get the civil rights movement moving more and in a nonviolent way, so he used his opportunity to give a speech on the issue Mall very intelligently and to his advantage. Reverend Martin Luther King delivered his I Have a Dream speech for many reasons.His main purpose was for people to figure the minority such as African Americans were not being treated fairly and they were not receiving the basic freedoms that as Americans they should have had. Although slavery was over African American people still were not free. His goal was to get across to the people and change what was going on in the everyday life of an African American citizen. He wanted the minority (African Americans) to have the same rights as the caucasian people. He wanted them to both be able to coexist in the same area without any type of discr imination towards each other. William J.Clintons speech Remarks to the Convocation of the Church of God in Christ was addressed to the church barely to the nation as well. The purpose of Clintons speech was to stress the need for effective crime legislation. He used the opportunity to speak at the church where Reverend Martin Luther King his last sermon about freedom, in order to address issues of crime, violence, and family. He made his speech while launching his plans to make America safer for approaching generations. Just like Reverend King, former President Clinton was against violence and wanted nothing but the best for ALL of the citizens of the United States.

Effective Efficient Stroke Rehabilitation Programme Health And Social Care Essay

The World Health Organisations Atlas of Heart Disease and guessing deposits 15 million people world-wide suffer a hold up each twelvemonth, ensuing in 5 million decease and 5 million instances of long-lasting discapablement ( Mackay & A Mensah, 2004 ) . The European Stroke Initiative ( EUSI ) Guidelines famed that chatoyant is either the 2nd or 3rd highest cause of decease in industrialise states ( Hacke et al, 2003 ) . In footings of consequence of shot on society, Stroke is projected to be around 61 million Disability Adjusted liveliness Years ( DALYs ) worldwide by 2020, comp ared to 38 million in 1990 which means an addition of 60 % ( Mackay & A Mensah,2004 ) .Harmonizing to the World Health Organisation ( WHO ) , stroke organises the 2nd universe tolerant of fetching cause of mortality ensuing in 5.5 million deceases per twelvemonth. Two tierces of those deceases occur among people populating in developing states. In add-on, many subsisters of shot pick up to se t to a breeding with changing grades of disablement ( World Health Organisation ) .In the UK shot is the 3rd to the highest degree common cause of decease, and the most common cause of disablement. More than 250.000 people live with violates receivable to stroke. Almost tierce of the people who had a shot are odd with disablements. ( The Stroke necktie,2010 ) . Stroke seashore England and Wales society ab give away ?7 billion per annum.The World Health Organisation ( WHO ) defines Stroke as quickly developed clinical attach of focal ( or planetary ) perturbations of intellectual map, determinationuring more than 24 hours or taking to decease, with no evident cause other than vascular wank-go ( Edmans, 2001.P1 )The chief causes of Stroke are 1. Ischemia taking to misdemeanor ( neediness of bleed supply to a specific country taking to a hapless declination supply, caused by an intercalation by bosom, aorta, carotid or vertebral vass. 2. Bleeding ( shed blooding from a vas due to high blood pressure or unnatural coagulating it could be in subarachnoid, subdural, intracerebral or epidural countries ( Edmans, 2001 ) . 80 % are due to ischaemic causes and 20 % due to hemorrhagic causes. ( Bartel, 1998 )Stroke plunder do any or all of the undermenti whizzd neurological effects, which whitethorn or may non be transeunt, or even ordure be lasting and remain after reclamation ( The Stroke Association, 2010 ) Damage or loss of esthesis in the limbs or face.Hemiplegia ( loss ) or Hemiparesis ( damage ) of motion in the limbs or face.Aphasia ( loss ) or Dysphasia ( damage ) of the ability to bring forth ( expressive ) or to understand ( receptive ) address,Dysphagia ( trouble get downing )Apraxia ( deficiency of ) , or Dyspraxia ( damage ) in coordination of motion.Neglect ( deficiency of or decrease of consciousness of one side of the ocular fieled )Emotional instability. cephalalgiaIncontinence or jobs with bladder control.Ocular shortages.The bulk of Str oke subsisters need Rehabilitation to better Health and minimise disablements ( Aprile, 2008 ) . As a consequence shot subsisters comprise the largest class of enduring in rehabilitation ( Gnocchi et al, 2008 ) . The EUSI guidelines noted that rehabilitation holds to get down incessantlyy bit shortly as the patient is durable clinically, and should go on every bit far as betterment in map is observed.Within the literature many writers define Rehabilitation ( Davis 2006 ) . ( Barne and shelter 2000 ) defined rehabilitation An active and dynamic procedure by which a disable individual is helped to get cognition and accomplishments in order to maximise physical, psychological, and social map. It is a procedure that maximizes available ability and minimizes disablement and disability . ( P.4 )In the recent twelvemonth lymph gland centeredness has emerged as an of import rule for health deliverance and rehabilitation services ( chooser institute, 2000 ) and it s considered t o be a cardinal constituent of good pattern ( Law et al, 1995 ) . Whiteneck ( 1994 ) noted that an person should be viewed as the primary focal block of the rehabilitation and mop up scene procedure and subjective perceptual experience are needed to make full the spreads left by nonsubjective appraisal ( P1074 ) . However, the precedences between the wellness assist professionals and knobs may differ, as a consequence patients may non desire to accomplish the identify end. node centred rehabilitation has been described as a plans that helps to run into persons ( people with long term disablement ) needs, by fixing them for life in the extant universe, engagement in end planning and determination doing with wellness maintenance professionals, and to affect the domicile throughout the rehabilitation procedure ( Cott,2004 ) . The authorities modernization schedule for national wellness services ( NHS ) mentioned the demand for greater partnership and engagement of service use rs at every degree of health care system ( part of Health ( DOH ) , 2005 ) . Peoples with shot should hold the opportunity when possible to take determination about their intervention and tutelage, with partnership of health care professionals ( NICE clinical guidelines 68-stroke, 2008 ) . Stewart ( 2001 ) noted that being patient centred really means taking into history the patients desire for information and for sharing determination devising and reacting suitably ( P 445 ) .Client centred combat has been defined as one that is beastlyd on the belief that the knob is the of import individual in the relationship and that he has the resorts and ability to give ear himself given the chance to make so ( Dexter & A Wash 1986, P ( 17 ) cited in Sumison T,2006 P ( 5 ) ) . Client centred pattern can be described as an feeler that embraces partnership with people utilizing services ( Restall et al,2003 ) , it besides offers a dis canment from the traditional medical theoretic al account provided by the wellness help practicians ( Wright & A Rowe,2005 ) . The medical theoretical account embarrasses the aspect that the wellness attention professionals are the experts, who have all the power and authorization to see others. In other words invitees are defined through their medical conditions ( unwellness ) and treated as dependent on the wellness attention professionals ( Barbore, 1995 ) . draw ( 1993 ) noted that, the medical theoretical account was the dominant position for a long newspaper clipping where wellness attention professionals held the position that rehabilitation can be used to cut down disablement be assisting people relearn accomplishments and adapt themselves to a universe in which able bodiedness is the norm ( P cxxx ) . On the other manus the societal theoretical account argues that it is the society that disabled the individual. How the society treats disablement ( Barnes & A Mercer, 2003 ) . Client centred can be utilize in b oth the social/medical theoretical account environment as it creates a natural balance between them ( Falardeau & A Durand, 2002 ) .Pollock ( 1993 ) noted that lymph gland centred attack takes into consideration ends that are set by the lymph gland harmonizing to his/her ain position of the job, as a consequence it encourages and increases the individuals possible and engagement during rehabilitation. In add-on puting ends may assist persons to work out his/her jobs and the feeling of control over their wellness addition.Harmonizing to the shot statistic mentioned antecedently, and the extremely cost of intervention and rehabilitation for shot subsister. Therefore, to find an trenchant and efficient rehabilitation plan, dexterity better or find efficient and effectual overall results for these forgeing subsisters.This thesis forget populate the undermentioned chapters the preliminary literature reappraisal where the organic structure of cognition will be discussed in deepnes s. This chapter sets to detect what is already known about lymph gland centred attention, its definitions, nucleus elements, barriers and restrictions, and client centred end scene, stoping with a clear statement of the research inquiry for this survey. The Methodology chapter will discourse and warrant the paradigm and methodological compend used for this thesis and why is it appropriate for this survey. Then it will travel to the Methods chapter where the procedure of seeking the literature will be show, search term, inclusion and riddance standards, and the chosen tools used to critically analysed, synthesise and analyze the cardinal articles. The consequences chapter will put to critically measure the cardinal articles utilizing measure by measure baby-sit to compare their strength and failing to be able to judge the consequences and findings of these surveies. In the Analysis chapter subjects and codifications that emerged from the cardinal documents will be presented, an d compared harmonizing to the strength of the grounds. The discussion chapter will tie in the findings and consequences from the analysis chapter ( subjects ) with what is already known about the subject from the literature reappraisal. Furthermore, restriction and recommendation for the current survey will be mentioned in this chapter. Finally, the in conclusion chapter the writer will summarize the findings, and do a recommendation for future academic work.WHY THIS QuestionWorking in the UK in a neuro rehabilitation environment had been an oculus opening experience. This experience has unambiguously requireed the writer towards the field of rehabilitation. What entreaties to the writer the most about rehabilitation is the client centred attack to patients attention. The train of this survey is to reexamine the literature about client cantered attention, taking to detect the benefits of mechanisming client centred attention in shot rehabilitation pattern, and what attitude sh ould both wellness attention professionals and clients need to travel through to encompass client centred pattern. After deriving this Msc degree the writer is be aftering to travel back place and seek to implement and utilize the grounds gathered in this undertaking to educate wellness attention professional s pupil. As in my state ( Jordan ) Client centred attack is non yet practised by both the persons and the professionals excessively in rehabilitation units. That means that while handling or even puting ends of a patient, household are the 1s involved chiefly in be aftering everything for the patient non the patient himself, in another words Professionals have to handle the whole household non the persons.Chapter TWOPRELIMINARY LITERATURE REVIEWThis chapter aims to put the land for the survey to be taking, by analyze the exciting cognition in client centred attack. shadowing an overview of client centred pattern, a assortment of definition for Client centred will be discussed from medical, nursing and occupational therapy position. Subsequently on, the nucleus elements of client centred will be discussed in deepness.The chapter will besides discourse the challenges to implement client centred practise and how to get the better of them. Finally, client centred end scene will be defined and explained. By the terminal of this chapter the research inquiry will be demonstrated.Rogers theory of therapyCarl Rogers was the first to depict client centred, Rogers tell that the focal point of any intercession should be based on the clients concern The function of the therapist harmonizing to Rogers is to ease job work outing through exciting the individuals desire and ability to understand jobs and declare oneself solution that are appropriate for his/her life ( jurisprudence & A Mills, 1998 Cited in Richared & A Lauri,2010 ) . Client centred therapy describes Carl Rogers modal value of working with people sing jobs in populating due to personal perturbations ( Rogers,1980 Cited in Kazantzis & A Labate,2007 ) . In 1939, Rogers developed his ain theory of psychotherapeutics with troubled kids, so after that he tried to spread out this theory by including households, twosomes and groups. In 1959 his theory of group inter accomplish and interpersonal relationship, every bit good as theory of motive and personality victimisation was published. The theory of motive came up from Rogers observation to clients development within the curative relation ( Kazantzis & A Labate, 2007 ) . Based on his experience as a clinical psychologist, Rogers noted that individuals possess resources of self-knowledge and ego healing, and that personality alteration and developments are possible if a definable clime of facilitative conditions is present ( Rogers, 1980 daystar 115 ) . Ryan & A Deci ( 2000 ) besides noted that a ego directed/driven procedure might take to a better ego apprehension and credence. Witty ( 2007 ) demonstrated that Rogers felt tha t all life beings are continually realizing their potency, even under unfavorable fortunes ( P 36 ) . Rogers ( 1980 ) did compose about a murphy in his male child hood place The actualizing inclination can, offcourse, be thwarted or warped, but it can non be destroyed without destructing the being. I remember that in m boyhood, the bin in which we stored our winter s supply of murphies was in the cellar, several pess below a little window. The conditions were unfavorable, but the murphies would get down to fill pale white sprouts, so unlike the healthy green shoots they sent up when planted in the dirt in the spring. But theses sad, spindly sprouts would turn 2 or 3 pess in length as they reached towards the distant visible radiation of the window. The sprouts were in their bizarre, ineffectual growing, a kind of despairing seem of the directional inclination I have been depicting. They would neer go workss, neer mature, neer fulfil their existent potency. But under the most inau spicious fortunes, they were stiving to go. Life would non give up, even if it could non boom .. This powerful constructive inclination is an implicit in footing of the person-centred attack ( Rogers,1980 P118-119 )Overview of the client centred attention constructIn 1980 Health publicity was established, it was based on, that the clients should be involved in wellness attention and to be responsible of their ain wellness, in add-on consumers right, technological vicissitude and human rights all of which helped to develop the construct of client centred pattern ( Gage, 1994, jurisprudence et al,1995 cited in Sumsion,2006 ) . Furthermore, the Canadian Association of Occupational Therapists ( CAOT ) has embraced the construct of client centred, as in 1980 ( CAOT ) and the Department on National Health and Welfare the Guidelines for Client Centred Practice of Occupational Therapy been produced ( Richared L & A Lauri K, 2010 ) , in add-on The American Occupational Therapy Association ( AOTA,1998 ) , the Commission on Accreditation of Rehabilitation Facilities ( CARF,1989 ) , and the Joint Commission on Accreditation of Healthcare Organization ( JCAHO,1992 ) all of those administrations did emphasized on the demand for client centred pattern. The chief end and purpose of The National Service Framework for Long Term Condition for people with long term conditions to to the full back up persons to be able to pull off themselves, maintain independency to acquire to the best possible quality of life. Universities are besides admiting the demand to alter the manner future healer and physicians are educated, for blink of an eye, the medical school at a Canadian university adapted a patient-centred method as the focal point of the course of study, as it acknowledge and belief that, a patient has a disease but besides an illness experience that differs from one to another ( Western Alumni,1997 ) . The above illustrations may take to a decision that client centred pattern is supported and recognised by wellness attention professionals and the wellness attention system.What is client centred pattern?Client centred attention has many definition within the literature, merely, a cosmopolitan definition does non be ( Stewart, 2001 ) . Client centred pattern within occupational therapy is has been defined as an attack to supplying occupational therapy which embraces a doctrine of regard for and partnership with people having services. It recognises the liberty of persons, the demand for client pick in doing determination about occupational demand, the strength clients bring to an occupational therapy brush and the benefits of the client healer partnership and the demand to partnership and the demand to guarantee that services are accessible and fit the context in which a client lives P 253 ( Law et al, 1995 cited Sumsion, 2006 Phosphorus 5 ) . In add-on Sumsions ( 2000 ) conducted a interviews to find how client centred was define by occupational heale r, and concluded the undermentioned definition of client centred pattern is a partnership between the client and the healer the empowers the client to prosecute in functional public presentation to carry through his or her occupational regulations in a assortment of environments, the clients participates actively in negociating ends which are given precedence and are at the Centre of appraisal, intercession and rating. Throughout the procedure the healer listen to and esteem the clients value, adapt the intercessions to run into the client s demands and enables the client to do intercommunicate determination ( Sumsion, 2000 cited in Sumsion & A Law, 2006 ) ( P308 ) .The British Association of Occupational healer ( 1994 ) definition of client centred pattern is the re-design of patient attention so that infirmary resorts and personal attention are organised around patients instead than around assorted specialised section ( P1 ) . The College of Occupational Therapist supports t he client-centred attack to intercession by saying within the codification of moralss and professional behavior that service should be client-centred and needs led ( College of Occupational healers 2000 ) .In medical specialty, patient centred attack was seen as the physician attempts to bury the patients universe to see the unwellness through the patients eyes ( Mcwhinney,1989 cited in Mead & A Bower, 2000 ) . In the medical literature client centred pattern focal points on the issues of communicating between the wellness attention professionals ( Doctors ) and clients which is one constituent of client centeredness. Finally, in nursing literature client centred attention is a doctrine of attention, which includes the emotional, religious, societal and the physical demands of the client, and a common coaction between the client and wellness attention professionals ( Nurses ) ( Millers & A Koop, 1984 )The above definitions might take to a decision that communicating, partnership and regard for patients is a nucleus demand for client centred attention.The end of client-centred pattern is to explicate a stamp, lovingness, and authorising environment in which clients direct all of the procedure attention to rush the healing results ( Matheis-Kraft et Al, 1990 ) . In order for this to go on a repositioning in power should reassign from the healer to the client, with single authorization as cardinal ( Gage and Polatajko, 1995 ) .Larsson Lund et Al ( 2001 ) mentioned that the client should be the one in charged over their wellness because the quality of life is more indispensable than curative jobs. Clients can take part in client centred pattern by being involved actively in treatment ( Degnen, 2002 ) , intervention planes and end settings. ( Gage,1994 ) . Stewart ( 2001 ) noted that being patient centred really means taking into history the patients desire for information and for sharing determination devising and reacting suitably ( P445 )One of the cardina l values of client-centred attack is for wellness attention professionals to bury patients universe through seeing their unwellness from the patients eyes ( Brown et al, 1989 ) , McCracken et Al ( 1983 ) besides agree with this value, by saying that client-centred attack is based on, that wellness attention professionals have to understand the unwellness from the patients perspective, non merely construing the unwellness from the medical point of position. Health attention professionals should seek to spread out the illness experience of patients by holding a clear thought about the patient s feelings, frights and thoughts about what is incorrect, outlooks from wellness attention professionals and how did their unwellness affect on their operation ( Watson et al, 1989 ) .Core elements of client centred patternSumsion & A Law ( 2006 ) where the one time who delineate the five nucleus constructs of client centred pattern a figure of old surveies came out with the same thoughtsThis is besides referred in the literature reappraisal where it had been stated that.. agencyTo understand the influence of power is a cardinal value to implementing and apprehension of client centred pattern. Control, strength and fight are cardinal constructs within the thought of power. To implement a client centred pattern wellness attention professionals needs to understand the balance of power between clients and healer ( Honey,1999 ) , the balance of power within client centred pattern means a displacement in power from the rigorous traditional medical paradigm to one the dressed ores on the clients need ( Falardeau & A Durand,2002 ) . nevertheless, Corring ( 1996 ) cited in sumsion & A jurisprudence ( 2006 ) found that wellness attention professionals might hold the power over the clients and that clients are disempowered by the wellness attention system, cut ( 1994 ) agreed with Corring ( 1996 ) and did depict the relationship between healer and clients as is an unequal relati onship with the professionals keeping most of the power. Traditionally professional workers have defined, planed and delivered services, while handicapped people have been inactive receivers with small if any chance to exert control . ( p103 ) . Once this power is accepted and understood from both the clients and wellness attention professionals, both can work collaboratively and clients can command their ain wellness and go equal spouse in wellness attention alternatively of ever seeking aid from professionals ( Sumsion, 1999 ) .Listening and pass oningEffective communicating by utilizing the appropriate linguistic communication is a cardinal lot to see an effectual coaction and partnership between wellness attention professionals and clients ( Townsend,1998 ) , this communicating includes clients, his/her household and all of the squad member ( Kraft M et al,1990 ) , listening is an of import face of communicating ( Webster,2001 ) , which can be addressed by leting the client t o show his/her values, beliefs and issues they are expecting, sing his/her experience with damage ( Harrison,2001 ) , in order for this to go on healer should be patient and take clip to listen even though if what is expressed does non do sense to therapist. Otherwise, clients might experience non valued or respected ( Hanman, 2001 ) , as consequence, healer may experience pressured as they might happen it hard to give clients sufficient clip, ( Fondiller, Rosage & A Neuhaus, 1990 ( P51 ) stated this remark When clip is measured in 15 units how can at that place be patient centred intervention? Therefore, the wellness attention professionals might confront the challenge to alter the traditional relation with clients and switch it towards partnership ( Rosenbaum et al, 1998 ) which is traveling to be discussed following.PartnershipProfessional and affectional partnership between the client and wellness attention professional is needed to see that maximal attention is provided ( Le vitan,1997 ) , in client centred pattern clients should play the major and active function in settings ends and results, on the other manus wellness attention professionals are the expert that provides information, cognition and intervention to assist clients to travel on ( Rosenbaum et al,1998 ) , being client centred is clip devouring, nevertheless the clip spent will heighten the relationship between clients and wellness attention professionals, which will take to a long term benefits ( Joness et al,2004 ) . The construct of client centred requires a partnership between health care professionals and the client, this partnership is chiefly based on healer willingness to listen to the clients point o position and position about disability/impairment and what is his/her experience of being disabled/impaired like ( Sumsion & A law,2006 )ChoiceChoice is an of import and a cardinal component in client centred pattern, nevertheless pick component depends on the degree of unwellness or disablement, and the capability/ability of client to do determination. Health attention professional should include a scope of picks for the client to take from throughout the intercession procedure ( Sumsion & A Law,2006 ) , and to bare on head that each client is a alone person who should be provided with the information in a apprehensible, and afford the client the opportunity and chance to take the best class of action harmonizing to his/her values and wants ( Law, Baptiste & A Mills,1995 )Hope Hope is the outlook that something good will go on in the hereafter and that the client ca nt populate without it ( Von gunten, 2002 Phosphorus 1421 ) . Throughout client centred pattern, it is of import for clients to keep hope. Health attention professionals should understand the importance of spiritualty in each client, and to show regard for client s personal definition of hope and position on each client s journey towards health ( Sumsion & A jurisprudence, 2006 ) . Bays ( 2001 ) see religious strength as a cardinal constituent o hope. Spirit is recognised as the goaded force and motive for a individual to happen significance and inclination in life ( Engquist et al, 1997 ) . Furthermore, Each persons spirit is expressed through his or her battle in mundane life, that is, his/her occupational public presentation in work, self-care and untenanted ( Egan & A Delaat,1994 ( P100 ) . Hope is a of import issue for clients, ( Bays 2001, P 26 ) stated if you do nt hold the hope so you will be wholly lost Client centred end sceneBarnes & A Ward ( 2000 ) did describe end scene as the kernel of rehabilitation ( P 8 ) . Goal scenes helps to ease a client centred attack in rehabilitation, as it could be adapted to the client harmonizing to his/her damage ( Malec, 1999 ) , it besides provides a manner to mensurate the advancement in rehabilitation, and the effectivity of the chosen rehabilitation plans ( Lannin, 2003 ) . A successful rehabilitation is the 1 th at is based on squad coaction, client oriented, and taking to aim the end instead than happening a solution for the job ( Gage, 1994 ) .Goals are a major constituent of the rehabilitation procedure. The rehabilitation squad usually have a common end to the patient, that s why it is of import to include the patient in the goal-setting procedure ( Wade, 1998 ) . Pollock ( 1993 ) noted that, patients should be the one to put the ends so he/she could work out their ain jobs, otherwise the patient will get down experiencing that they are non commanding their wellness. Furthermore, claims that, there might be an addition in patient engagement in the rehabilitation procedure, if patients did take part to put their ain ends and determination devising.Barriers to implementing client centred pattern familiarity about implementing client centred over the past two decennaries has grown well ( Sumsion & A Law, 2006 ) , there are many issues that wellness attention professional must(prenominal ) turn to before seeking to implement client centred pattern ( Sumsion,2006 ) , these issues and barriers may be due to the client, the healer and the on the job environment ( Law & A Britten,1995 ) .Sumsion T ( 2006 ) noted that the barriers to client centred pattern were found when the wellness attention professionals and clients had different ends, when the wellness attention professional do nt accept the clients end, Lack of clip and ability to construct resonance with clients, wellness attention professionals lack the cognition about client centred pattern, and when the health care professional feels unhappy and uncomfortable to let the clients put their ain ends. To get the better of these barriers he recommended the demand of direction, instruction, support, preparation in client centred pattern, and holding a structured doctrine.A survey do by Sumison & A Smyth ( 2000 ) among 60 occupational healers utilizing a postal questionnaire in the United Kingdom, in which healer ranked 16 barriers to client centred pattern determine from the literature, the three highest barriers werewellness attention professional and the client have different endheath attention professionals beliefs and value prevent them from accepting the client endHealth attention professionals feel uncomfortable allowing clients to make up ones mind in their ain about his/her ends.Moats ( 2007 ) noted that clients with cognitive damages might do unrealistic and insecure picks, doing a restriction while seeking to implement client centred attention. A expolarity survey was conducted by Wressle & A Henriksson ( 1999 ) with geriatric shot patient during rehabilitation plan suggest that, clients normally do nt take part in end preparation and intervention program, they besides put frontward the demand of holding a construction theoretical account and doctrine to prosecute clients in the rehabilitation plan.At the administration degree, Gage ( 1994 ) noted that a deficiency of interdisci plinary attention helping is considered to be a barrier of implementing client centred pattern, furthermore Wressler & A Samuelsson ( 2004 ) high spots that the deficiency of understanding about what is client centred pattern in general besides considered to be a barrier. In add-on, clip force per unit area placed on wellness attention professional might besides be a important factor that holds client centred pattern back ( Stewart et al, 2003 ) .From the old treatment it may non be mild nor simple to implement a client centred attack ( Sumsion,2006 ) .DecisionThis chapter has provided an penetration into the different facet of client centred pattern, which will function as a base to steer the remainder of the survey. This survey will take a close expression at the benefits of client centred attack in pattern, this will be through with(p) by seeking to reply the undermentioned inquiry how does research underpin the usage of client centred attack?

Kodak Company Essay

Eastman Kodak Company, comm except known as Kodak is an American multinational imagery and photographic equipment, materials and services play along headquartered in Rochester, New York, United States. It was founded by George Eastman in 1889. Kodak is best known for photographic pick out products. During most of the 20th century Kodak held a dominant position in this sector. In occurrence, Eastman Kodak Co. is one of the dominant merchandise share holders within the camera and other photography-related industries. Kodak pioneered amateur photography and is often credited for the invention of roll make and the premier camera.The grocery stores for color film and color photofinishing in 1954 were controlled by Kodak. It had over 90% of the amateur color negative film commercialize. In 1994, Kodak appeals to court to terminate 1921 and 1954 reins that restrict pricing policies. Moreover, cardinal years ago, Kodak was the fourth most valuable brand in the world after Disney, Coca-Cola and Microsoft, but today, the company has totally sunk. Indeed, on January 19, 2012, the company filed for bankruptcy. We result first discuss intimately the termination of the 2 decrees and then, try to find out what went violate in the company that lead to bankruptcy. Finally, we will discuss about the changes I would have made if I was the CEO of Kodak in order to avoid much(prenominal) an end. wonder 1 What are the decrees affecting Kodaks actions? Why were they perpetrate into place?Two decrees affecting Kodaks actions had been put into place, in 1921and then in 1954. correspond to the first decree, Kodak had to stop imposing different forms of dealing contracts on retailers, divest all of the acquired firms, license its photofinishing processes and technically assist anybody willing to start a photofinishing business. The decrees main goal was to provide better conditions for lusty competition in the photo fabrication. With the development of the color film grocery, Kodak became its unique leader.The company sold its color film only as a tract together with processing. Thus, by bundle up the cost of film and processing, Kodak effectively monopolized the photofinishing industry. This resulted in the second decree which placed a permanent restriction on Kodak from bundling the sale of its color films to the photofinishing process. It also required Kodak to divest itself of some of its photo labs. Thus, the decrees of 1921 and 1954 had facilitated the development of a competitive market for the sale of films as well as processing. The decrees against Kodak aimed to limit its market power and pr reddent monopolization of the photographic industry.Question 2 Who are the competitors for Kodak? What market share does Kodak have compared to its rivals? What competitive advantages does Kodak have?Kodaks competitors are as follow Fuji, Konica, Agfa and 3M. These are the four firms manu pointuring and change camera film in the US. However, disdain a subtle difference in the look of film, Kodaks sales considerably exceed the ones of its competitors even though the sets charged by the company are generally exalteder. According to court, Kodaks sales in dollar terms constitute about 75% of all the film sales in the US. About 241,000 major retailers provide Kodak film, while only about 71,000 provide its nearest rival, Fuji, even though its wrongs are reported to be 10% lower. As for the other competitors, their market share is relatively small Konica accounts for only 4% of sales, Agfa for 3% and 3M for 8%. Kodaks market share also increased thanks to several accomplishments it made the most important one was the acquisition of Qualex in 1994 that currently accounts for 70% of all the wholesale macro lab photofinishing market in the US. The main competitive advantage that Kodak has is the consumers trust and loyalty despite much higher prices, 50% of consumers will only buy Kodak film, while 40% will prefer to purc hase Kodak products. Moreover, the company also provides various incentives to those retailers who sell extra or only Kodak film.Question 3 What is the germane(predicate) geographic product market for film?According to the definition, a relevant product market includes all those products which are regarded as interchangeable or substitutable by the consumer by reason of the products characteristics, their prices and their intended use. We can presume that the relevant market for film includes all of the five firms Kodak, Fuji, Konica, Agfa and 3M. However, not all of these firms products are viewed as fully interchangeable and substitutable by the consumer as stated in the definition. According to statistics, about 50% of consumers will only buy Kodak film despite of substantial price increases.This phenomenon indicates the consumers adamant belief in the superior quality of Kodak film. there were two different viewpoints on the relevant geographic product market for film discusse d in the case. According to the district court, the relevant geographic market for film is worldwide, since foreign manufactures sell considerable amounts of film in the United States and Kodaks market share is only 36% globally. However, the government argues that this determination is wrong and that the relevant geographic market in this case should be limited to the United States. The main explanation here is that a relevant geographic market comprises an nation where the firm can exercise the market power. Taking into consideration the fact that Kodak charges much higher prices in the US comparing to other countries, the relevant geographic market for this case can be identified as the United States.Question 4 What evidence does the government provide that Kodak still maintains significant market power in the United States ?First of all, according to the government, Kodak had engaged in geographical price discrimination against its United States customers. The evidence shows th at Kodak charges a higher price for its film in the United States than it charges for the same film in other parts of the world. The prices that Kodak sets within the US are normally above the competitive levels. This, as the government states, is one of the proofs that Kodak exercises market power in the United States. Another important thing is the US customers strong preference for Kodak film and the resulting premium price that Kodak is able to obtain for its film in this country. Despite the price disparity, Kodak still continues to maintain 67%-75% share in the US. However, the evidence shows that the quality of Kodak film is not better than its rivals film quality.The last item evidence relied upon by the government to support a finding that Kodak has market power within the United States is the fact that Kodaks own elasticity of demand is two. According to the government, an own elasticity of two indicates that Kodak is earning excessive profits from its film. This, as the g overnment states, is strong evidence that Kodak exercises market power in the United States. The significance of an own elasticity of two, in the governments view, is that it indicates that the sales price of Kodak film is twice the short-run bare(a) cost. Thus, from Kodaks own elasticity of two, the government concludes that Kodak is exercising significant market power in the United States.Question 5 What risks are associated with terminating the decrees? More specifically, what actions king Kodak take that would hurt competition or unfairly hurt competitors?Terminating the decrees will definitely have some negative impacts and can skillfully hurt the competition. It will provide Kodak with many relatively cheap ways to exclude competitors, such as introducing various price reductions and discounts, which the company can afford due to high sales volumes and profit margins. However, the same offers will be too expensive for the rivals, which might drive some of them out of busine ss and only increase Kodaks market share. Termination of the 1954 decree will again allow Kodak to bundle the sale of its film to photofinishing, as it did before and will involve some serious risks as well. As it has been admitted by the company, one of its main goals is improving its bargaining position with retailers. Since Kodak al educate enjoys market power over the film it sells to retailers, the termination of the decree will only strengthen its film monopoly and make it even more challenging for the rivals to compete. Thus, it is unlikely that terminating the decrees and allowing bundles will benefit the competition in any way.Question 6 It was reported that Kodak filed for bankruptcy protection on January 2012. Please provide your comments on the failure of Kodak. If you were CEO of this company, what would you transform and reorganize in the company in the past decade?On January 19, 2012, Kodak filed for bankruptcy protection. The company was doing very well since its beg inning in 1889, it was number one and above all, the consumers liked this brand. So, what exactly went wrong? What exactly lead a leader company in digital imaging and photography to bankruptcy? According to many people, economists, businessmen or merely consumers, Kodak was killed by one thing, which is the digital camera revolution and an incompetent management that avoided embracing the innovations and changes to their market. In fact, rather than diversifying their product portfolio, they got stuck in cameras and printing and even then, did a poor job of innovating in both fronts. For most of the 20th century, Kodak was one of the largest producers of film for both still and motion picture cameras and it stuck with that business model even after the advent of digital cameras made its films, chemicals and papers obsolete.Kodak watched the market for amateur photography shrink for 30 years yet, management consistently made decisions arduous to defend and extend the historical m arket rather than move the company into faster growing, more profitable opportunities. The irony of Kodaks decline, however, lies in the fact that the companys own researchers had invented the first digital camera way back in 1976. That should have put Kodak in a position to dominate the industry with a stream of new products such as cameras, printers, printer papers and inks, just as it had in the old days. But it never happened. Despite the fact that Kodak invented much of the technology for digital photography, its leaders chose to license it to others rather than develop the market because they feared cannibalizing existing sales.Indeed, why would they risk reducing their high sales volume, their sales revenue or market share by introducing new products when the business is going perfectly? But they were wrong to think like that because it led them to their end. Kodak had been such a beloved brand for so long that its executives thought Americans would never desert it. By the ti me they woke up to the fact that film sales were drop precipitously, it was already too late because the digital revolution was in full swing. There again, Kodak found itself behind the curve after its executives failed to anticipate how rapidly and only the new devices would transform the photography market. Thus, the Kodak problem is that it did not move into the digital world well enough and fast enough.The former king of photography failed to reinvent itself in the digital age. So, Kodaks failure was entirely due to strategic decisions either avoided or made poorly. As a result, from 2003 to 2010, Kodak reduced its workforce by 50,000 employees and closed 13 of its 15 film plants and 130 photo labs. By the end of 2011 it was rapidly running out of cash, its market share had plunged and its stock was selling for just 54 cents a share. The company found itself reduced to selling off its patents simply in order to stay afloat.In this kind of business, I think that the success i s related to one simple thing which is innovation. As a CEO, the most important thing is to know when and how to do some changes in the business so, first of all, if I was the CEO, I would have changed the management team and hired people who were more open to innovation and who did not fear changes and were ready to take risks in order to achieve a better position and at the same time increase sales, revenue and market share. Then, the company was already leading since its foundation so if I was the CEO back then, in order to keep that high position in the photography and digital imaging sector, I would have always sought new technologies and innovations to always be one step ahead of competition.Even if sometimes innovating can be a failure it will never be worse than getting stuck with the same products for ages. Innovation is the key to success, but in order to make the innovation a success, it is essential to know the customers expectations and adapt the products to their need . By better meeting consumers demand, the innovation of new products is unlikely to fail. Furthermore, Kodak already had the consumers trust and loyalty which was a gain to its success. If we took into consideration the fact that photography became part of the daily life because of the phones that half of the camera users did not know anything about photography that printing pictures became slight and less common because of social medias that thanks to digital cameras, people took unlimited amount of pictures and most of those pictures went directly into social medias such as Facebook, Twitter It would have been prehensile and profitable to produce new products facilitating all of the previously mentioned elements years ago before bankruptcy and before competitors.

Market Analysis of Fortress

Table of Contents 1) Executive Summary4 2) Company Backg cycles/second4 2. 1) Company Prospect4 2. 2) tradeplace Leading History5 3) Competitors compendium6 3. 1) Industry Perspective6 3. 2) Market attracter Broadway (in 4P points of view)6 3. 3) Market Challenger Gome (in 4P points of view)6 3. 4) Company Review6 4) External surround Analysis7 4. 1) Geographical view7 4. 2) Demographical7 4. 3) PEST Analysis7 a. Political7 b. Economic Environment8 c. Social Environment8 d. Technological Environment9 5) Consumer Review9 Dissonance-reducing buying behavior10 6) SWOT Analysis10 a. Strengths10 b. Weaknesses11 c. Opportunities12 . Threats13 7) Conclusion and Recommendations13 7. 1) Target Market and Positioning Strategies13 7. 2) Marketing mix syllabuss14 a)Product14 b)Price14 c)Place15 d)Promotions15 1) Executive Summary This selling brood is aimed to analyze the electrical appliance seller, fort, and provide(provides) several(prenominal) recommendations to improve its market positioning that disregard achieve its targets and objectives. After investigating the current situation and external environment, it is suggested to launch a modernistic forward motion track down that allows guard to gain much management from consumers and succeed in the industry.It is found that the trend of corporal purchasing is signifi sternt on the profits. Also, the turn of marriage change magnitude with the economy rebounded. In the Social sense on the environmental friendly penetrate to the public. Therefore, the progression campaign is concepted from these findings so as to enhance its competitiveness in the market. And, other detailed findings pull up stakes be explicated in later parts. This promotion campaign is to offer a bundle of yields labeled with high energy-saving efficiency for the young couples planned to be married.And, the marketing calendar as to the implementation of this promotion campaign will be explicitly sh make to execute the propose d marketing mix program. 2) Company Background fort was formal for thirty six years in Hong Kong, founded in 1975 and acquired by Hutchison Whampoa Limited (HWL) in 1986. It has expanded its business up to around 67 come forwardlets hiring more than atomic physical body 53 thousand staff in Hong Kong. As for First mover advantages, shield is the first Hong Kong seller to offer one-stop grass convenience and a multi-zone in- gunstock sell thought in this industry.All these contribute to its current market offering, but non market myopia, which allows(allow? ) customers to enjoy excellent time-saving shopping so as to fulfill their pauperizations and wants. In pitch to publicize its refreshing bruise living concept, rampart publishes online magazine, Wave, and a enactment of free seminars on different interests including high-definition products, computers, digital cameras, plaza audio frequency and video studio ar held to educate consumers about the technology d evelopment and stark naked products arrival in defense. . 1) Company Prospect Inspiring Smart sustainment It was introduced in 2004. Of this core aspiration of fort, professional function and advices provided by Fortress will be offered to customer in order to inculcate them to start smart living. Smart living means living with the support of the advanced technology. This mainly aims at inducing consumers to alter their disembodied spirit style to the advanced life style through leveraging advanced digital devices and home plate appliances. customer-Oriented Services and Products ProvidedTo accompany with its prospect, Fortress allocates much resources in providing excellent customer services and introducing a variety of products. Thus, many external organizations recognized its outstanding services. a. Customer-Oriented Services The frontline staff will base on the different customers preferences to provide personalize recommendations on the particular products or other po licy products in After-Sale service. Some of customer services have been firstly introduced in the consumer electronics retail market, which Fortress gained several first-mover advantages.For instance, Fortress was the first one to launch the 24-Month Interest Free Installment Program, Purchase-to-play Service a PAY THE DIFFERENCE policy that guarantees shoppers the lowest prices on every(prenominal) product every day, Ideal Gift List Service and an Emergency Replacement Service that guarantees ultimate satisfaction through the second year of product life. To ensure the high standard quality of the customer service, Fortress Academy was established to cultivate the continuous learning culture and to provide comprehensive development program to staff, ranging from frontline to management. . Products Offer Fortress has more than 50 suppliers that supply a wide range of electronic appliance and digital products to sell in retail stores. From the supplier list of Fortress, the product differentiation is veritable(prenominal)ly high. It targets on undifferentiated market to satisfy different customers needs and wants. Besides, it also manufactures its own products named as Fortress brand to target the consumers with high-price slight. 2. 2) Market Leading HistoryTo achieve the boastful scale of the market sh ares, many innovative pioneering policies has(have) been created by Fortress, and around of these policies were later also pick out by other competitors. 3) Competitors Analysis 3. 1) Industry Perspective Being a robust market leader in the electronic retailing market, Fortress develops a wide brand network in the local anaesthetic market. Comparing with Fortress, Broadway is the closest market leader in the industry with narrower customer coverage . However, Broadway and Gome are proficient at different fields. In fact, they have quite different marketing strategies.Fortress aims at developing a wide distribution network and convenient locations for customers in order to create high accessibility to the target market. 3. 2) Market Leader Broadway (in 4P points of view) For Broadway, the marketing outline is more chic and fashionable. same(p) the topic of current TV commercials, Rock-Happy-Life, it aims to promote happiness in life with rock style, as rock style is considered as youngster music, so Broadway has given an impression to customers that it is a trendy and young brand, and aims at improving customers lifestyle by providing more digital devices.As the closest competitor for Fortress in the industry, it does not only pioneered in use celebrity as spokesman and some policies, but also follows more or less the pioneering policies made by Fortress, such as the free interest episode payment pioneered by Fortress. However, Fortress has also adapted some of the policies firstly made by Broadway, for example providing gift to customers. It offers products with similar brands and prices as Fortress does. 3. 3) Market Chal lenger Gome (in 4P points of view)Gome is the largest electronic appliance retailer in chinaware. More than 740 outlets are widely-spread in China, including Hong Kong outlets. Gome has seen the potential business opportunity of electronic appliance with Chinese brands in Hong Kong, so Gome invaded in this industry with Market Challenger strategy to offer various the products with Chinese Brand at lower prices, which can attack Fortresss weaknesses on this kind of products and avoid the leader and challenge in this market. It adopted similar promotion strategy as Fortress. 3. 4) Company ReviewStrength Fortress has won many awards, wish Metropolis Daily Print Ad Award 2004, My Best HK Brands 2005, the HKMA and TVB Award for Marketing Excellence, top 10 favorable brands in HK by Guangzhou Daily, etc. The market share is large hence Fortress is defined as Market Leader. Meanwhile, Broadway also promotes the similar brand campaign. Hence, it is defined as Market Leader. Weakness Fort ress does not have much Chinese brand products. Gome provides similar home appliance products as Fortress does, but the brands are mainly China local top brands.Under this review, Gome attempts to attack this Fortresss weakness, so Gome is defined as Market Challenger. 4) External Environment Analysis 4. 1) Geographical view Hong Kong is the city with large population and high density and its traffic systems also are complete and convenient. When customers want to do shopping here, they can travel to the nearest shop in short time. No matter where the shop it locates, it still have lots of potential customers around the shop place. It means that retailer shops may not need to open plenty of stores within the same areas, which can minimize the overall operating costs.Also, the geographical advantage of the location between Hong Kong and other cities in Mainland China is certainly vital to any business, in terms of logistics and tourism. 4. 2) Demographical view According to Hong Kong Commercial Daily, Hong Kongs population consists of approximately 50% of middle class family. This pigeonholing generally is well- meliorate, willing to consume and has higher purchase power. In the society, they play a significant role as they have an enormous contribution on consumption. Furthermore, according to nose count and Statistics Department, on that point are about 30% of people aged between 15 and 34.Also, from the latest population census conducted by Census and Statistics Department shown, the number of occupant at mid-class attach up to 45 % of the overall working population ( refer to appendix 1). The mid-class is defined as the resident who earn in the range of $10,000 up to $40,000 in their calendar monthly income in the working population. Of these residents at mid-class level, they aboutly completed the secondary school certificates and more (than) a half of them completed post-secondary education.It is expected this group of people will continuous to grow for a decade, which is a business opportunity for the companies selling normal goods. In recent year, the number of marriages increased from 43 thousand people in 2005 to 52. 8 thousand people in 2010. The overall trend of the marriages was increase(d) when the economy was fall in. Also, the number of households was increased by 21 thousands. These two statistics shows the(that) there was an increasing trend of a new marriages forming a new erotic love nest. 4. 3) PEST Analysis a. PoliticalAfter financial budget 2011-2011 released, John Tsang, financial secretary, announced that the government will distribute $6,000 cash to Hong Kong permanent residents aged 18 or above. The overall summarize cash step of this policy is estimated to be around 37 billion. Minimum Wage policy is handout to implement on the 1st May, 2011. This policy is purposed to localise $28 per hour for all full-time and part time workers in Hong Kong. Companies anticipate that this may increase the labor co st for the companies which employ low-skilled workers. b. Economic Environment In 2011, Hong Kong economy is believed to be better than last year.John Tsang, Financial secretary, estimates that the economy will grow about 4% in 2011. With the low unemployment rate and the increased mid-point salary, the purchasing power of consumers will be stronger than ever. The Centa-City Index shows the housing price increased to 87. 52 of 100, compared with that of 2008, which was 55. 46. It reveals the housing price is estimated to approach the highest housing price in1997. From the report on rent index in Housing conducted by Rating and Valuation Department, there was also an increasing trend in the housing rent, which increased to around 130, compared with 100 of the index in 1999.It shows the rent was increasing during the past years. Meanwhile, The United States Federal Reserve Board implemented a second round of quantitative easing (QE2) with 600 billion US dollars. It is expected that QE 2 will depreciate value of US dollars. Finally, Hong Kong currency will be depreciated due to the linked flip-flop rate system. Also, Renminbi (RMB) continues to appreciate year by year. If the tourists from other countries, especially mainland china, purchase goods in HK, they will enjoy the currency depreciation.Thus shopping in HK is so glossy to them but, for local resident, the inflation rate is anticipated to become serious in the near future. However, in March 2011, a serious earthquake in lacquer has destroyed lots of factories. japan will exit a long time to recovery all. Yet, most of electronic components are made by Japan corporations. It is expected that these components may be shortage in the future, so the final goods of these components, such as digital cameras and notebook, are also expected to be out of stock.The recent investigation of overall economic situation in Hong Kong, which was conducted by Census and Statistics Department, GDP per capita was 25430 U. S dollar and the number of visitor was 36 millions, around 50% of that was Mainland visitors. It is expected that the Hong Kong economy will grow steadily. Moreover, on 3rd May 2011, Census and Statistics Department announced the over-night visitors spent around $6700 HKD on average, whilst non-over-night visitors spend about $1800 HKD on average.Most of the retailers believe that the number of visitors will still increase continuously, and their consumption will definitely positively affect to their profits. c. Social Environment The collective Purchase concept has been recently real on the internet, which a large group of people who have a same interest on the precise product creates a stronger buyer power to the seller so as to force the seller to offer a discount by buying a large amount of the same item. However, this kind of strategy may encourage the consumers to wait until the success of the group formation.According to the report of WenWeiPo daily on 13rd Mar 2011, 82 bi llion U. S. dollars worth of retail business is achieved through online transaction, which was about 1/10 of the retail industrys trade. With the establishment of Taobao. com, the online shopping model of B2B, B2C and C2C has been developed well. The interaction of the business activities between Mainland Cities and Hong Kong is stronger than ever. More Hong Kong consumers are willing to order the goods on Taobao. com, because the products often are at lower prices than the retailer outlets in Hong Kong.And, more Mainland onliners are willing to spend specie on Taobao. com to purchase the goods of Hong Kong local brands. This can be seen that the online business does not just only serve the local consumers only, but also the national consumers. The investigation of the number of hours disbursement on the internet conducted by Synovate, a marketing research company, shows the average minutes spending on the internet rose from 136 minutes to 145 minutes, during past 4 years. On the contrary, the average time spending on TV was less than that on the internet.Therefore, people tend to spend more time on the internet. People start to cultivate a Green environment. Many of them attempt to choose the electronic appliance with low electricity usage to save the environment. Being environmental-friendly, more companies start to implement environmentally sustainable strategies and practices, such as recyclable packaging, better pollution controls, more energy-efficient operations and so on. This can help companies to improve its(their) image and reputation. d. Technological EnvironmentOnline Shopping has become popular to the society, especially the advanced technology of mobile phone and the mobility internet services are widely used in Hong Kong. Hence, many companies have started to setup a website to operate their business on the internet at the same time. The product life of a digital product is expected to be shorter due to the fast development of a new product model and technology . quickly replaced in a short period. The main reason is that the company frequently promotes the new product in order to compete with other rivals.For instance, IPad1 has already been implemented in last year, but now IPad2 is introduced in this year. It is estimated that the competitiveness in digital products will be more and more intensive in the coming future. 5) Consumer Review Consumer involvement of buying home appliances is mainly determined by, a) previous experience, b) interest and c) comprehend risk of shun consequences a. Previous experience As the functions of home appliance are developed to be more advanced time by time, consumers may not be ever familiar with the new latest functions when a brand-new product is launched to the market.Hence, it requires consumers to spend time on searching its information internally and externally on the brands differences of the home appliance products to deliberate its unfamiliar functions in a familiar prod uct category. b. Interest Consumers interests can be derived from the Maslows power structure of needs. Home appliances aim at assisting the consumers daily life. This can be referred to the physiological needs, safety needs and social needs. Of physiological needs, rice cookers and microwaves are typical example(s) of consumers need recognition.Other electronic appliances, such as communication devices, can be fulfilled their social needs that interact with others. Safety concern of home appliances is always an importance factor to influence their buying decision, especially for the consumers who are married couples with children at the Family life-cycle stage. c. Potential risk of negative consequences Price is the key factor for the perceived risk of negative consequences, situation and social visibility, and they are directly related to the price as the price of the product increases, so does the level of involvement.Some of the large home appliance, such as refrigerator and tel evision, are set to be at higher prices therefore the tolerance of the risk of negative consequences will be lower. With home appliances at higher prices, consumer often requires longer length of time to make a decision. Thus, the level of consumer involvement can be concluded as relatively high. Dissonance-reducing buying behavior The price of electronic appliance is ranging from hardly a(prenominal) hundred up to several thousands, and consumers purchase them infrequently.Moreover, the products among electronic appliance retailer industry are perceived with few brands differences with the major competitors. For instance, Fortress and other competitors provide the similar electronic appliances and brands. The products and services provided by Fortress and Boardway are similar, so there is few brand difference. Because of this, the consumers behave as Dissonance-reducing buying behavior and mainly response to the after-sale services, discount and promotion campaigns to make their purchasing decision. 6) SWOT Analysis . Strengths Selectively distributed retail stores in Hong Kong From the geographical view, the population density is relatively high in Hong Kong therefore the number of outlets may not need to be widely distributed. Fortress is one of the leading retailers of electronic appliances in Hong Kong with over 67 outlets, which the accessibility for consumers is high. Thus, the channel power is created towards the suppliers, which can enjoy the competitive advantage of this channel partnering, and the setup and operation cost are optimized efficiently.As a result, consumers can enjoy the optimal price. Reliable Services Mix due to Excellent Comprehensive Training For retail market, service is heterogeneous and vital to the retail market. Fortress empha sizes on the personal selling, so it set up a Fortress Academy to provide a thorough and extensive staff training program for frontline salespersons on frontline consumer service, technical knowledge an d management skill. By joining this program, staffs can be inculcated with effective customer service, in-depth products knowledge and appropriate management skills.Accordingly, experienced and enthusiastic staff serves the customers confidently and convince the customers properly, and so they are the most valuable summation to Fortress. Additionally, Fortress developed smart living, therefore the products displayed in outlets are mostly like to be more advanced technology. Referring to the product life cycle, the new launched products should be displayed with an informative promotion strategy, so Fortress staff is(are) always well-prepared from their trainings. Fortress is a customer-orientated company. It provides differentiated after-sales services to customers.They include 24-month interest free installment to release consumers burden Purchase-to-Play service to plan and install AV products for consumers 10-days Money Back Guarantee to strengthen consumers confidence towards it s products. Furthermore, Fortress provides mobile phone insurance to consumers, which can raise consumers confidence in purchasing mobile phone in Fortress. Meanwhile, consumers can get the refund or exchange if they were unsatisfied with the products. The outstanding services are highly recognized and awarded, as in Best Customer Services Award and Hong Kong Merchant of Integrity, by media and other xternal associations, which consumers should comfort with its services and integrity. Sole Agency Advantages Fortress has a number of exclusive agents to engage in a line of business without competition. For instance, Fortress gained the exclusive advantage from Stiebel Eltron, which mainly produces water heaters (See Reference), and launched the promotion campaign of limited quantity with it. During the past years, Fortress carried out this strategic alliance along with a number of brands, as in HPC and Hissense, to enlarge its market shares and the product category is enhanced more than the other competitors one .Since some consumers may have loyalty to some specific brands, Fortress will be the only distribution channel for them to purchase. This certainly brings a stronger bargaining position in Fortress. b. Weaknesses Difficult to differentiate from competitors shape of products, quality of products and sales service, proficiency of products knowledge, and distribution of stores of Fortress are similar to its competitors, as in Boardway. It is easy for consumers to seek for complements from competitors due to the low switching cost.Moreover, consumers (have impediment in) are difficult to distinguish between Fortress and its competitors, since Fortress focus on targeting the mass market and all previous unique marketing strategy were quickly adopted by other market followers. Consequently, consumers may switch to other retailers based on souvenir, ad-hoc promotion or discounted price but it is not merely because of the brand of Fortress. Multifarious Prod ucts Offers Qualified products with low selling price are inclined to be more popular when the economy is downturn.Since the manufacturing cost and the rescue fee of products made in China are lower, the listed prices of Chinas brand products are lower. For these reasons, Fortress may lose some price sensitive consumers due to narrow range of products from Chinas brand. One of its competitors, Gome Electrical Appliances, is offering qualified Chinas brand products with low price. Frontline salespeople are educated with basic and general products knowledge, which is not specific enough. Most buyers, especially the beginners and learners, can be satisfied with the sales service.Nonetheless, some professionals may be discouraged by salespeoples limited products knowledge. Also, the professional specific components of a product, such as camera lens, are uncommon to display in Fortress. Consequently, Fortress may potentially lose these digital professionals, who may consume frequently. High Inventory Cost of Bulk Unsold Items For the unsold Electronic Appliance, they occupy large storage space, so it leads to higher inventory costs to store them. Compared with other electronic appliance companies, Fortress targets mass market, so various electronic appliances at bulk size will be offered.However, when these items are unsold, Fortress suffers a significant inventory cost and cannot give the cash flow appropriately. Hard to Hold Customer fealty Compared with the direct closest competitor- Broadway, Fortress has not launched the membership programme to build up the long term relationship and loyalty with customer in retail outlets, although there is a membership programme for the customer to do online shopping. From this, the customer loyalty may not be solidified strongly due to the weaker Customer Relationship Management.Even though Fortress co-operates MoneyBack ( ) to promote different kinds of special offers to the MoneyBack owners, this promotion channel of n on-personal communication is simply not wide-spread to the target customer causing the promotion strategy and AIDA model may not be effective as expected. c. Opportunities Extra HKD$6,000 allowance Hong Kong government proposed to distribute 6,000 for each citizen who is aged 18 or above. It can absolutely induce citizens, especially youngsters, to consume more.From Hong Kong China News Agency survey shown, about 40% of respondents aged between 18 and 30 who prefer to spend this money on their favor digital products including iPhone and cameras, therefore it is definitely a significant potential opportunity to retailer companies. Trend of collective buying Youngsters in Mainland China, Taiwan and Hong Kong prefer collective buying through the internet rather than purchasing in retail shops. According to the Phoenix News, there is a large potential booming trend of collective buying.They can purchase products in a special discount throughout the collective buying. Fortress can take t he advantage of the trend to expand the market share in Hong Kong and to promote its products simultaneously. By using the developed and faultless online sales platform, Fortress can implement the mentation of collective buying inexpensively. Green concept In recent years, publics concern on environmental wages has been aroused. Companies like CLP Power Hong Kong Limited and EPS Company have adopted policies to promote their company products and services.For instance, CLP has launched several programs like Old Appliances Recycling Program and Energy economic system Proposal provided from their professionals besides, EPS has launched the EPS iDo to promote the donation to plant trees in Hong Kong urban districts, ever since the program was launched they have already planted more than 2600 trees. By employing green concept, companies can develop a positive image towards public and create a sustainable company income in the future. d. Threats Loss of Japanese suppliers Owing to the disastrous earthquake in Japan, most of the electronic suppliers were suspended.The cost of related complements may increase due to the high demand. In the meantime, the cost of products may be raised and, consequently, Fortress may earn less. Vertical Channel Conflict Online business has been adopted by companies including the direct suppliers. Online retail business can easily be substituted by these mature shopping platforms. Thus, most competitors attempt to prevent from this online business to avoid vertical channel conflict. It is because suppliers may directly distribute their product though the internet channel.All these may affect the online business of Fortress. 7) Conclusion and Recommendations 7. 1) Target Market and Positioning Strategies The purposed promotion campaign aims at targeting those who planned to get married and are going to purchase or renovate their houses aged between 27 and 37 in the coming 6 months. The reasons why this segment is chosen are because the targeted customers are most likely to purchase numerous new home appliances therefore they have the highest possibility to contribute revenues to Fortress.This target segment is derived from the above analysis with financial backing figures and facts, thus it is measurable, accessible and actionable. Unmarried couples can enjoy discounted prices through this promotion campaign. This campaign consists of bundle price strategy and niche marketing strategy. To further illustrate, the idea is that the target customers will be acknowledged this piece of land through different promotion channels to motive the collective buying behavior on Fortress online shopping website. This package consists of three product categories.It allows customers to select one product in each category of A, B and C on a first-come-first-serve(predicate) basis with limited time and quantity. Goal & Marketing objective This package is purposed to optimize the inventory spaces and the warehouse management effic iency. It generally is for consumers to select the three most favorite products from the product list of washing machine, refrigerator and TV respectively. The product list is suggested to contain clearance items with energy-saving label, since the Green environmental friendly starts to penetrate to the public.This package is suggested to offer special discounts to fiance couples, so as to build up a long term relationship with them. By launching this, it is expected to increase the market share by 6% and significantly increases the revenue by 8% in a short time. 7. 2) Marketing mix programs a) Product This promotion mainly emphasizes on cleansing the warehouse, which is one of the weaknesses of Fortress, so the product list should contain high and low brands of home appliances with bulky size, such as striving conditioner and washing machine, in each category of the product list promoted.The quantity in each category should be sold based on the number of products left in the wareh ouse. The selected products in each category will be reserved by customers on first-come-first-serve basis. b) Price The bundle pricing strategy & Promotional Pricing The promotional pricing strategy is applied to the package, this temporarily promotion to offer discounts from normal prices for increasing sales and reducing inventories. The bundle pricing strategy is implemented in this campaign promotion to offer discounted price by purchasing a bundle of home appliances promoted package.Based on political analysis, a couple will receive HKD$12,000 from HKSAR government. This policy can induce unmarried couple to consume in this campaign. The bundle price of television, washing machine and refrigerator (A+B+C) is set to be HK$13,140, which means love forever in Cantonese implication. c) Place As for Market factors, the fiance couples would likely own or rent a new house for their new life, so Fortress may promote its campaign through the channels of wedding services as follows. Ph ysical distributionStrategic Channel AlliancesFortress can use the existing channels to promote this campaign. For instance, Fortress may co-operate with wedding consulting companies, solicitors, interior design companies and property agent to deliver this message, since the target customers may go through these two channels to organize their wedding. All these purposed channels needed to reach an system Moreover, according to the investigation of the time spending on the meshing, people spent their time on the Internet more than that of TV.Thus, Fortress may consider the Internet advertisements to draw the target customer attentions, and this is much cheaper than the TV ads. There are some existing famous forums, such as HK Discuss Forum and Uwants, to reason the plan for wedding issues. Hence, Fortress may advertise its campaign to these forums and support the environmental friendly trend. For other competitors, many of them have not established the online store on the internet and mainly focus on the digital devices rather than home appliances therefore this promotion campaign is difficult to be imitated due to the hindrance of entry.Logistics After the end of campaign, Fortress will consolidate all the ordered products and deliver them in a short time, so it lowers the transportation cost, and it fully utilize the logistics resources. Make use of social network The popularity of the social network, such as Facebook, can be shown by the statistic report of Facebook in year 2010. It was reported that the number of Facebook user in Hong Kong on Dec 31st 2010 has reached 3. 67Millions people. Since the Fan pages of Fortress on Facebook has been established 2 months ago, the number of fans was only around 1650 people who Like this page.The effectiveness is not explosive enough to arouse the attention of the public. Therefore, it is suggested that, in order to grasp the channel effectively, when the pages on Facebook reach a certain amount of fans, Fortress will offer coupons or gifts through their e-mail addresses. With more people Like this page, this channel can raise the awareness of a new product arrival effectively and efficiently with several other promotional channels together. d) Promotions Informative promotion through online channel and strategy alliances Posters with the detail of the program are suggested to be posted on the Facebook communication channel.Fortress can make use of this online instant communication platform in order to convey the most updated information to the customers. Besides, in order to arouse peoples interest on this program, all of the retail shops will display the promotion poster on the eye-catching position. Moreover, leaflets will be distributed to the marketing alliances mentioned in the previous part these leaflets will be displayed in their information desk or even attached to their promotion documents. Emotional appeals on the promotion campaignIt is recommended to use emotional appeals to mo ve the fiance couple. In the poster, it is suggested to use the emotional slogan emphasizing on the eternity love and the care of husbands towards the wife to touch the target customers. 8) Marketing Calendar 9) cecal appendage Appendix 1 Extract of 1/2011 Population Report, Census and Statistics Department Appendix 2 Extract of Marriage numbers in Hong Kong from Census and Statistics Department Appendix 3 Poster suggested to be used in the promotional campaign Appendix 4Extract of property price movement between 2002 and 2010 by Centaline Property Appendix 5 Top 30 countries with highest number of Facebook users (31st Dec 2010 data from Facebook) send Country Number of Facebook users Dec 31st 2008 Number of Facebook users Dec 31st 2009 Number of Facebook users Dec 31st 2010 12 month growth % 24 month growth % 1 USA 42,078,960 101,303,240 145,749,580 43. 90% 246. 40% 2 Indonesia 897,040 14,681,580 32,129,460 118. 80% 3481. 70% 3 UK 14,937,180 22,625,300 28,661,600 26. 70% 91. 0% 4 Turkey 7,934,340 16,943,780 24,163,600 42. 60% 204. 50% 5 France 6,587,240 14,290,700 20,469,420 43. 20% 210. 70% 6 Philippines 390,700 8,387,560 18,901,900 125. 40% 4738% 27 Hong Kong 1,458,520 2,727,980 3,673,580 34. 70% 151. 90% 10) Reference 1 Broadway Company Background http//www. broadway. com. hk/node/502 2 Broadway Shop Locator http//www. broadway. com. hk/shop 3Centaline Property Centadata http//www. centadata. com/cci/cci. htm 4CLP Hong KongOld Appliance Recycling Program ttps//www. clponline. com. hk/myHome/EcoLivingIdeas/RecyclingProgram/Pages/Default. aspx? lang=en 5CnYes. com iPad2 5 http//news. cnyes. com/Content/20110418/KDW8J0QVCEX16. shypertext markup language 6 Fortress homepage Company Background http//www. fortress. com. hk/fortress/content/ABOUT_US/en/index. html? hs_ctn_ref=ABOUT_US 7 Fortress Store Locator http//www. fortress. com. hk/fortress/jsp/sys/Sf_render. jsp? hf_s_id=FT11&hf_srv_id=Nv_fstore_loc&hf_rand=2107567796. 8Gome Electrical Appli ances Holding Limited Homepage http//www. gome. com. k/ 9Hong Kong Commercial Daily http//www. hkcd. com. hk/content/2010-06/07/content_2536481. htm 10 Hong Kong Headline Daily 49% http//news. hkheadline. com/dailynews/content_hk/2011/01/14/136085. asp 11Hong Kong Information Services Department News Release http//www. info. gov. hk/gia/general/201104/13/P201104130221. htm 12Hotpool poster of DHE SL http//www. hotpool. com. hk/msg. php? id=234 13 Nick burcher Latest Facebook usage figures http//www. nickburcher. com/2011/01/facebook-usage-statistics-dec-31st-2010. tm l 14 SingTao 610 http//hk. news. yahoo. com/ article/110309/3/n4m8. html 15 Wenwei http//info. wenweipo. com/index. php/? action-viewnews-itemid-43284 16Hong Kong China News Agency http//www. hkcna. hk/content/2011/0331/93831. shtml Group photos Ivan Alen Raine Ting Ting Phoenix Jessica Michael Janet 1 . http//www. broadway. com. hk/shop (Shop location distribution) 2 . http//finance. ifeng. com/money/wealth/mil lionaire/20110401/3800251. shtml