Marriot Being a Marketer Case Study Example | Topics and Well Written Essays - 1250 words

Marriot Being a Marketer - Case Study Example The marketer offers excellent positioning and segmentation to the multinational business entity. The marketer utilizes several marketing strategies for his target market and offers the ideal segmentation for all the business undertakings around the globe. The marketer gives more concentration on the consumer than any other element to make the business a success. He utilizes market researches too obtain feedback that is usually utilized in the provision of the best services within the multinational business. Key marketing Issues Market research-Marriott utilizes market research to deal with certain marketing issues or create competitive advantages towards its competitors. The multinational utilizes different methods to collect information for market evaluations. Forecasting methods- Marriott utilizes dissimilar forecasting techniques for different brands offered within its business empire. Markets- Marriott is a business-to-consumer market since it comprises of consumers and purchaser s of products without the intention of gaining any profits from the provided services. Market targeting-Marriott utilizes three strategies in market targeting for its products. The three strategies are concentrated, differentiated and undifferentiated target strategies. Market positioning-Marriott has successfully positioned its products in the thoughts of its consumers by providing products that effectively address their desires. Positioning has also assisted Marriott in marketing segmentation in several ways. Market segmentation-Marriott segments its market accordingly to suit all consumers visiting its hotels all over the globe. Segmentation has extensively done to group consumers according to their needs and preferences. Personal Case Analysis Marriot case introduces the basic and most imperative concepts in the market strategies. The case presents the difficulties that a marketer undergoes to keep the business running. Market targeting, segmentation, and positioning offer the m arketer with the best strategies to run the business. Marriott obtains a huge market share by operating on dissimilar countries around the globe. Case Questions 1. How is Marriott segmenting the market for hotel services? Marketing segmentation offers different or distinct groups of consumers with homogenous needs and characteristics (Shoba 1). Marriott has effectively segmented the market into Marriott and Renaissance consumers who bear dissimilar preferences. Renaissance customers presented the urge to open the windows up and look outside upon arrival in their presented rooms. The customers who spent their time within the Marriott’s property showed interest in undertaking various high-tech activities such as video conferencing. Marriott has responded to this call through the institution of equipment such as the most recent recording and communication gadgets within the meeting places. The property has also created an affiliation with AT&T as well as Cisco to provide virtual meeting facilities. Marriott has also presented another segment within its brands that consist of customers and commerce travelers conscious about the environment. Marriott has responded to this segment through the development of model green hotels. The hotel brands bearing these green hotels are designed to hold communal spaces, and visitor’s room that are more oriented towards preserving water, and energy than the earlier versions. Marriott brand with the green hotels aims at operating in ecosystem friendly environs. The hotels in this segment offer pads manufactured from recycled paper and key cards developed out of recycled plastics. The achievers serve as another of the many segments that Marriott has developed.

Fire service administration Essay Example | Topics and Well Written Essays - 1250 words - 3

Fire service administration - Essay Example he company has various departments such as the exploration department, the FrPD department that is responsible for providing protection against fire in the company and the training department that is responsible to offer the employees training in order to ensure that they are effective in carrying out their duties. It has fire advanced training center where the employees undergo rigorous training before they are given the responsibility to protect its facilities and also the people. In my essay, I will look at the training department that came up with ‘the all innovativeness program.’ I will use the systems approach in analyzing how the organization implemented the program, the problems it faced and how the management is involved in implementation of the program. This is a program that was started when the company discovered that the people had great potential. In the program, the management welcomed the employee’s ideas and encouraged them to submit ideas for improving the company performance. The vice-president told the management committee that the subordinates had the ability to run the organization. The submission of their ideas was made possible through the web management system where the employees were to post their ideas. 3,500 ideas were submitted in the year 2002 and they kept on increasing and by the year 2009, 80,000 ideas were submitted. The company took their ideas into consideration and this saved the organization a great deal. The company also appreciated the synergy value in the program that comes due to the interaction between people. The company thought, planned and coordinated various employees from various departments and took their ideas into consideration when they trained them because of the realization that the people they were dealing with were professionals who had a lot of experience. It has a well-organized and efficient way of decision making that is clear to all the employees. It kept in mind the potential of each

Laws on Tattoos in the Workplace Essay Example | Topics and Well Written Essays - 1000 words

Laws on Tattoos in the Workplace - Essay Example The law supports the presence of body tattoos in visible areas as it is embedded in the constitution that every individual is subject to the universal human rights that cannot be taken away. As such, the tattoos are a part of the expression of the individual who has the tattoos, as they attempt to bring a point to the world in the one way they know best. With this in mind, the law supports the presence of these visible tattoos as they are part of the person’s rights and do not violate anybody else’s rights. This is to say that the law prohibits the denial of work or a job based on race, colour, ethnicity, gender or religious beliefs, which also translates to the important aspect of the tattoos (Crowe). In relation to this, the law supports the employees to have that which pleases them, but not at the expense of the employer. Aside from this, there is the valid support for the ban of visible tattoos in the workplace based on the professional code of ethics and code of dr ess dictated by the employer. In this case, the employer’s rights take precedence over those of the employee, where the employee should follow the conditions set by the employer. The translation of this is that the law recognizes the independence of the employer, and even the incumbent sovereignty, where one has to submit to the workplace rules. There are distinct precedents that uphold the rights of both the employee and the employer but set the boundaries as to who takes precedence over the other, and who should submit to the will of the other. With this in mind, the legal fraternity in the United States dictates that the rights of the employer precede those of the employee, in which case the courts have ruled in favour of the employers consistently (Lynn). This is to mean that the employers, according to the law, are legally mandated to set the boundaries for the employees on how much body art they can display.

Critical Thinking and Deecision Making Essay Example | Topics and Well Written Essays - 250 words

Critical Thinking and Deecision Making - Essay Example hed in Psychology Today, the author disclosed that â€Å"the study of unconscious bias is revealing the unsettling truth: we all use stereotypes, all the time, without knowing it. We have met the enemy of equality, and the enemy is us† (Paul par. 1). The finding means that despite one’s conscious awareness to prevent classifying people, the unconscious mind apparently plays a crucial role in the process. One could rationalize that since stereotyping had actually been a product of society’s influences that extends beyond contemporary time frame, the unconscious mind has somehow recorded a memory of prejudices and classifications through observed behavior in the external environment. It is however beneficial that through the course on critical thinking, one is able to apply both inductive and deducting reasoning to discern which statements comprise a valid and sound argument. As aptly revealed in Paul’s article: â€Å"Stereotypes are categories that have gone too far†¦When we use stereotypes, we take in the gender, the age, the color of the skin of the person before us, and our minds respond with messages that say hostile, stupid, slow, weak. Those qualities arent out there in the environment. They dont reflect reality" (Paul par.

Negative Cannabis Essay Example for Free

Negative Cannabis Essay Youngsters use cannabis these days too. Marijuana users are at increased risk of impairment of memory, attention, concentration, and judgement. It is a high risk for youngsters at the age of 14 to 17 years old to use; whereas many youngsters use cannabis as often as they smoke a cigarette these days. Children start taking cannabis because they have easy access to buying this drug at a young age. This can be from their mates who are dealing. Dealers will sell to anyone for their profit and I think youngsters taking this drug shouldnt have easy access to buying it. The level of harm should make no difference. Heavy use of cannabis may cause the user to lack interest in work, relationships, and personal health, which is known as Amotivational Syndrome. Cannabis is most likely to effect women that use the drug; where it can disrupt their menstrual cycle and gives them an increased risk of fertility problem. Smoking marijuana damages short-term memory, which occurs because of a chemical found in cannabis, called delta-9-tetrahydrocannabinol (THC), which affects the memory part of the brain called the hippocampus. When cannabis is smoked it can cause: coughing, asthma, upper respiratory problems, racing heart, feeling tense and dizzy. A user might also feel light-headed or faint. Different people that use cannabis might feel differently towards the drug, some might not even feel any effects. Clearly cannabis has complicated effects on the users memory, but its effects have been varied in many cases with the user. Whether cannabis is harmful of beneficial is still unknown and depends on the users biology and point of view, when taken. Using cannabis is heavily restricted in many countries, and in many years it may be legalised in some countries. It is legal to use in some countries like Hong Kong. From all my research that Ive done there is still a positive and negative outcome towards cannabis. That doesnt mean the drug is safe or unsafe to use. But cannabis is a well known by most people and some people believe it is a less harmful drug than others although this has not been confirmed.

ABSOLUT Vodka: SWOT, BCG Matrix and Strategy Analysis

ABSOLUT Vodka: SWOT, BCG Matrix and Strategy Analysis Executive Summary Pernod Ricard acquired ABSOLUT vodka from the Swedish government in October 2008. With considerable 13.45% CAGR growth in vodka segment among the spirit market, vodka is the place to concentrate resources. The strategies are aimed to create demand from consumers (pull strategy) and encourage outlets to sell ABSOLUT vodka products (push strategy) by utilising customer relationship management (CRM) and below the line event marketing. The proposed plan has objectives of increasing volume sales growth rate to 16 18% year-on-year with constant sale price, maintaining and attempting to increase gross profit margin above 50% and net profit margin above 20% and reach 2.92% market share within spirit market by 2010 through creating competitive advantage from entering a comprehensive CRM and below the line marketing programme that no other vodka brands in Australia have done before. Plan is recommended to be executed on January 2009 or as soon as Pernod Ricard Pacific has total control of ABSOLUT vodka. The ABSOLUT launch event should commence during the first quarter of 2009 with series of advertising schemes and customer base building happening throughout the year. Major events are scheduled towards the end of the year. Total marketing expenses budget for 2009 is AU$6.5mil. Company Background Pernod Ricard holds the most prestigious brand portfolios in the sector: ABSOLUT Vodka, Ricard pastis, Ballantines, Chivas Regal, The Glenlivet Single Malt, Jamesons Irish Whiskey, Martell Cognac, Havana Club Rum, Beefeater Gin, Kahlà ºa and Malibu liqueurs, Mumm and Perrier-Jouà «t champagnes, as well as Jacobs Creek and Montana wines. During the middle of this year, Pernod Ricard announced â‚ ¬5.626 billion takeover of VS Group from the Swedish government. In addition, during October 2008, Pernod Ricard will pay Maxxium a fee of â‚ ¬59 million to terminate Maxxiums worldwide distribution right of ABSOLUT Vodka. ABSOLUT is anticipated to fit perfectly with Pernod Ricards strategy and further enhances the strength of its premium brands portfolio. It will however have to put an end to a distribution agreement for Russian vodkas Stolichnaya. Pernod Ricards performance in Australia and New Zealand reported limited full-year growth, with a recovery in first half of 2008 following the slowdown caused by the strong price increases. Nevertheless, it seems like the consumer continues to reward herself or himself even in less good times. (Pernod Ricard Press Release, 2008). With ABSOLUT as an upcoming flagship brand in this extremely lucrative vodka market, this is an opportunity for Pernod Ricard to utilise the strong distribution network, the worldwide collection of brand management skills and decentralised corporate structure to produce profits and enhance brand equity for the corporation. Current product marketing situation Product ABSOLUT Vodka is the premium vodka with natural flavour receiving from winter wheat and pure water. ABSOLUT is produced through a continuous distillation providing drinkers with a smooth and rich grain character. Differentiating from others, ABSOLUT Vodka is a product of creativeness and strict labour. Based on the concept of bottled at source, ABSOLUT offers the consistent taste when being enjoyed all over the world. Every drop of ABSOLUT is produced in Ahus, southern Sweden where provides premium materials. The winter wheat which grows naturally from surrounding fields has been proven to be the best materials for vodka since centuries. No fertilizer, pesticide would be allowed. The water taken from deep wells is unreachable by pollution and impurities. The revolutionary distilling method called continuous process which distils ABSOLUT Vodka hundreds of times gives it to the point of perfection. The unique taste and superior quality of ABSOLUT Vodka directs to drinkers who look for top-class quality product. Not limit to improving quality, ABSOLUT Vodka also have a wide range of flavors which satisfy various tastes. All the ingredients and flavourings are completely from nature, no sugar is added to any of them. ABSOLUT Vodka broaden up to 12 types, namely ABSOLUT Vodka, ABSOLUT Peppar, ABSOLUT Citron, ABSOLUT Kurant, ABSOLUT Mandrin, ABSOLUT Vanilla, ABSOLUT Raspberri, ABSOLUT Apeach, ABSOLUT Ruby Red, ABSOLUT Pears, ABSOLUT 100, ABSOLUT Mango. This innovation not only favours different of drinkers styles but also excites them with a wide range of choices from nature. Besides the diversification, ABSOLUT Vodka delivers messages of arts when enjoying. With the traditional bottle shape which is similar to the medicine bottles in Sweden for 250 years ago, ABSOLUT Vodka sends a historical, cultural value to consumers. All the inspiration shown unrestrictedly on the bottle makes it become an ad itself. The brand value of clarity, simplicity and perfection are visible on the bottle. With ABSOLUT Vodka, the consumers not only simply drink vodka but also enjoy value of culture and arts. Product Analysis ABSOLUT vodka is a product that compliments social functions. Its unique taste, quality, style, popularity and associated icons provide a distinct product positioning. Vodka of a premium grade falls into shopping goods with lots of comparisons between the brands. Competition for shelf space position in the liquor shop is intense. ABSOLUTs strong brand has long been associated with creative print media advertising. This has also established a strong relationship with media, public, and customer groups such as young designers through submit your ABSOLUT ad campaign. Market Analysis Consumer Expenditure and Lifestyle The nominal amount of consumer expenditure on alcoholic beverages and tobacco has always been on an increasing trend. The forecast from 2005 figure onwards to 2015 shows a compound annual growth rate of 13.3% per 5 years. In 2005, Australia was the 23rd largest alcohol consumption nation in the world. In todays alcoholic beverages market, the two most popular drinks are wine and flavoured alcoholic beverages (FABs). The high growth of alcoholic beverages consumption has been largely accounted for by these two drinks with on-trade FABs growth resulted 164.5% and off trade of 146.08% growth being the main market driver. The increase is a result of increasing rate of consumption by young females. According to Euromonitor International, typical Australians like to go out during the weekends with friends to pubs, bars and clubs, especially among the young adults that has not yet started a family. In addition, as the population is experiencing lesser birth rates, people now have more time, greater disposable income and the will to go out and socialise. In addition, to the consumer market, business market such as cafes and bars market is also projected to have a strong growth in terms of number of outlets. It has also been noted by Euromonitor International that higher-end outlets are attracting stronger growth of visitors and will continue into the forecast years, accounting for the higher value growth over transaction growth. It is also noted that This projected growth hinges on the assumption that the Australian economy will continue to remain resilient, allowing consumers to enjoy higher purchasing power to support their expenditure. Alcoholic Beverages Market Size and Trend The board of spirits sales comprises of quite a range of products with mixed results. Most of the segments experienced decline and thus are forecasted with a constant decline. The interesting segment is Tequila with CAGR over 2002 2007 of around 2% per year but the most interesting segment is Vodka with an astounding 13.45% CAGR over the same period. Vodka volume sales are mainly being driven by rising numbers of consumers switching to white spirit (Euromonitor International, 2008). The whiskey segment is becoming increasingly competitive with heavy mass market advertising campaigns of US and Scotch whiskey brands such as Jim Bean and Johnny Walkers. All in all, alcoholic beverages forecast sales growth remains strongly driven by vodka and liqueurs through increase in popularity among younger drinkers and women. On the distribution channel aspect, on-trade volume sales growth will be significantly larger than off-trade volume growth, reflecting the trend of younger consumers drinking at pubs and bars informs of cocktails and pre-mixed bottled drinks. In the flavoured vodka segment, the volume sales rose 5% in 2003 to 7% in 2007 with ABSOLUT flavoured vodka being the leader in this segment. Competitive situation Competition for the spirits market comprises of more than 100 brands in Australian domestic market. The top ten brands have market share of about 51% and ABSOLUT Vodka ranked 11th in the Australian domestic market with 1.7% market share in 2006. The market is very fragmented in this industry with a bulk of market share being held by both international and local businesses bringing ABSOLUT to face with many competitors in the market. However, in 2006, there are three distinctive competitors that between them that hold 25% of the Australian spirits market. ABOSOLUT vodkas position in the spirit market is at a premium grade due to a relatively higher price. Its number one competing vodka brand, Smirnoff, is cheaper in cost thus has a price advantage and makes a more favourable brand for the business market (on-trade). Other competitors are mainly whiskey brands such as Jim Beam and Johnnie Walker. Distribution situation In general, ABSOLUT Vodka distributes to bars, clubs (on-trade) and other liquor shops (off-trade). It is generally accepted that consumers often attend the clubs on Friday and Saturday night or special events like parties such as dance, hip hop, techno parties etc. Therefore, access to ABSOLUT is very easy for consumers. In addition, ABSOLUT also distributes to liquor shops around Australia. Although it is true that most of consumers attend clubs every week, another group of consumers are still likely to consume at their homes so this channel still make the volume of sales to the company. The newest channel is on an internet which has no boundaries. There are many websites which sell and provide information on ABSOLUT products, for instance, http://www.absolut.com. Normally online prices are relatively cheaper than bars, clubs and liquor shops. However for the online channel, consumers need to order in bulk or sufficient quantities in order to receive free services such as a free delivery or discount promotions, otherwise they will be charged for delivery fee, making the purchase unattractive. Technological advancing like internet helps to expand the distribution channel for ABSOLUT. It is much easier than the past for consumers whom live in the rural areas or far away from bars, clubs and liquor shops that offer ABSOLUT. As a result of this, regional will not be an obstacle anymore. Macro-environment situation Economic Structure Demographic Income As a strong economy with low unemployment, personal disposable income in Australia has increased substantially over 1990-2005 periods. Australian Bureau of Statistics (ABS) stated that the averages growth in employees wages between 2004 and 2005 was 4.8%. The minimum wage in Australia in 2005 was $484 a week which is around $12.75 per hour. However, Australians are forecast to have a little rise in disposable income in 2015 than they did in 1990 with 77% of gross income in 2015 compared to 75% in 1990 in current term. This would be an increase of just over 38% in current term. Disposable income as a percentage of gross income in 2005 was 76.6% Age Structure According to the Euromonitor International from national statistics and U.N. on 2 June 2006 stated that The median age of the Australian population has increased significantly over the 1990 2005 period, from 32.1 in 1990 to 36.6 in 2005. This increase will continue into the future with an estimated median age of almost 40 in 2015. The death rate per 1,000 inhabitants has decreased, from 7 in 1990 to 6.7 in 2005 and is expected to continue falling into the future as people most probably will live longer due to better medical care and healthier lifestyles. The age groups between 0 and 19 are all expected to decrease or stay close to the same level, as birth rates in Australia are relatively lower. Technological Due to technological change from the past, Australian consumers can also order alcohol online which include free delivery if order exceeds minimum quantity requirement. The technological advances lead to a growing industry of alcohol. Political/Legal Under The Alcohol Beverages Advertising Code (ABAC), advertisements for alcohol beverages must present a balanced and responsible approach to alcohol consumption and must not have a strong or evident appeal to children or adolescents. The Complaints Adjudication Panel will assess any complaints about alcohol advertisements to ensure unbiased interpretation of the code and independent adjudication on any complaint. Complaints regarding content of alcohol advertisements considered offensive may be directed to the Advertising Standards Boards national office in Canberra. Key aspects of the Liquor Licensing Act The Licences to sell alcohol are only granted to applicants who can demonstrate to the Liquor Gambling Commissioner that: they have the knowledge, skills and experience to handle the sale of liquor in an appropriate manner liquor will not be sold or consumed in a manner that is likely to adversely affect the amenity of the locality or is otherwise against the public interest they are a fit and proper person to be licensed the premises are suitable to be licensed for the purpose sought and all necessary approvals, including development and building approvals, have been obtained A person who sells liquor without being licensed to do so under the Liquor Licensing Act is guilty of an offence and is liable to a penalty of $20 000. To sell is broadly defined and includes barter and situations such as: an offer of a free bottle of whisky if a person buys a camera a community group which charges an entrance fee to an event and then provides alcohol (in this case a limited licence is required) Socio-culture Australia traditionally has quite high level of alcohol consumption compared to other countries, but perhaps due to an ageing population and intense campaigning by federal and state government, levels are falling. As well as people often consume alcohol in the parties and festivals. This implied that alcohol consumption habit has become Australians culture. SWOT analysis Strengths Market leader in flavoured vodka segment Offering 12 different flavoured vodka Unique tastes with superior quality World class reputation Prestigious and easily recognisable brand with long history Established brand communication and positioning Attractive packaging makes ABSOLUT and ideal product for display Strong company-owned distribution network in the region Distinctive Image of ABSOLUT make consumers looks in trend Online bottle shop, which reduce regional boundaries High social value Weaknesses Most of clubs show ABSOLUT Vodka in the front of bar but when the consumers order ABSOLUT Vodka, sometimes they use the other cheaper vodkas to make drinks for consumers. This problem affects ABSOLUT Vodkas sale volume. Premium brand may impact on buying decision for low-income consumers Usage occasion of vodka, much like any other alcoholic drinks, usually happeneds at night and in private premises Limited access to other corporate owned bars and clubs Off-trade sales happens at selected premises in accordance to the law Mainly appeal to younger generations Opportunities Vodka is experiencing the strongest growth in consumption The number of pubs and bars continually increasing Australia is attracting numerous international students from asia region Most of them have already tried ABSOLUT in their countries. Therefore, they tend to consume ABSOLUT as their first preference, while they are in Australia. This is because ABSOLUT have established brand positioning in their minds Increasing alcohol consumption and greater experimentation by female consumers Alcohol and tobacco consumption is expected to increase in Australia by 15.5% from 2005 2010 Vodka recorded the fastest growth of 10% in volume and 13% in current value terms in 2007 with a CAGR of 13.45% over the period. Bitters consumers are switching to consume white spirits such as vodka due to a plan to ban high alcohol content drink shots from pubs in Sydney. On-trade sales will be the key distribution channel in the future due to increasing trends of younger generations and females going out to bars and clubs Threats Competitor expanding into flavoured vodka segment Significant risks for industry Alcohol abuse Climate impacting and other emissions into the air and water have some impact on the environment, from agriculture where the raw material are produced Increases in alcohol duties and regulations with increased concerns over the health affects of alcohol government legislation to prevent this could hit sales potential Increasing wine consumption in Australia which is one of many subsitute products of vodka, whist beer remains the main drink consumed at pubs. National Alcohol Strategy 2006-2009 aim to reduce alcohol consumption and raise issues concerning the following which could slow the alcohol industry growth rate: Intoxication Public safety and amenity Health impacts Cultural place and availability Objectives Financial objectives Increase volume sales growth rate to 16 18% year-on-year with constant sale price Maintain and attempt to increase gross profit margin above 50% and net profit margin above 20% Marketing objectives Increase consumer demand for ABSOLUT vodka via creating an ABSOLUT culture Increase on-trade sales for ABSOLUT vodka Increase market share to 2.92% by 2010 and become the top 7 selling spirit brand in Australia. Target Market From the above data and analysis, we have identified 2 target markets, a target consumer market and a target business market. Consumer market For the consumer market, we have selected the target market for ABSOLUT Vodka as follows: Age: 18 30 Gender: Male and Female Income: High income, approximately AU$80,000 per year or above. Marital Status: Single Lifestyle Interests: Socialistic, Music, Fashion and Arts Location: Sydney and Melbourne The above target market is the largest market segment of consumers that consumes ABSOLUT vodka. This target market would tend to consume vodka at bars and clubs in the form of pre-mixed bottled drinks, cocktails and shots. Lifestyle of this segment from the market data, given their high income background and marital status, will tend to be to socialise among friends, at an increasing rate. Their individual interests can be associated self expression tools such as music, fashion and arts icon. With the mentioned lifestyle and interests, this segment will tend to search for premium products that do not offer just the product, but a favourable experience associated from the purchase of the product, i.e. value seeking customers. The majority of the consumers that matches the target market profile tend to live in the large cities, our target cities will be the cities Sydney (Phase 1) and Melbourne (Phase 2). The needs and wants of this target market are to socialise and self express through their lifestyle and interests. Business Market The target market for ABSOLUT vodka in the business market will correspond to bar and clubs that appeal to the target consumers. The increasing number of bars and clubs correspond to an increasing opportunity to increase outlets in which ABSOLUT should capture. Target market for ABSOLUT vodka is as follows: Location: CBD of Sydney e.g. Darling Habour and George Street; and Melbourne Size: Bars 200 at least people capacity and above Clubs 1,000 people capacity and above Grade: Premium The bars and clubs belonged to this segment tend to be located within the CBD of the major cities. Their day to day operation would be of a busy nature on the weekend with long and exclusive guest lists. In addition, these clubs tend to be targeting high-end consumers with similar target market to our brand and consequently will have to be of a premium nature to satisfy such market. The needs and wants of this target market is to profit maximise and maintain the quality perceived in the views of their target market. ABSOLUT Strategy BCG Matrix Analyses Based on the BCG model, ABSOLUT is a question mark due to high growth vodka market in Australia which is 13.45% compounded annually from 2002 to 2007 (Source: Euromonitor) where as ABSOLUT is the second place leader after Smirnoff with a market share around 14.77% in 2006 within top 8 vodka brands (Source: Euromonitor), and a 1.7% market share within the Spirit Market. This BU has a potential to become a star. Our strategies will combine efforts to push it to be a star by using combination of marketing strategies. As a result of this, we expect to see a dramatic rise in sales and profit for ABSOLUT vodka. However, a large marketing budget must be applied to achieve marketing objects. Proposal In todays competitive environment, differentiation and loyalty creation is the key to success in which we base our strategies on. The values placed on our products by consumers segment being the experience and the value placed by business segment being profit maximisation matched with our strategies. Corresponding to our marketing objectives, in order to increase market share and turn ABSOLUT to a star, a market penetration strategy targeting consumers and business customers will be employed to create ABSOLUT culture via on-trade sales promotions (below the line). The objective of this strategy is to increase the wants of consumers to consume ABSOLUT and the wants of bars and clubs to sell ABSOLUT. This in return will reflect into increase in financial returns. Marketing Model With intention to persuade customers, our marketing communication will be based on conveying our intention of delivering values through creating events of an ABSOLUT experience. As ABSOLUT vodka is a shopping good, constant communications with target markets must be maintained. The print media channel, although more expensive, it is where our strengths lie. With our distinct advertisement skills as demonstrated in the past with great success, such as ABSOLUT ads, we should utilise this marketing channel and improve the ads to include experience marketing together with product marketing. We will establish a customer database via on-sight registration (CRM) at the events door and on the Australian website which is to be created. The database of information will allow rooms for direct advertisement of ABSOLUT events or news of new product development launch events to the customers either through email or mobile phones, given their consent. The ABSOLUT Australia website will act as a channel for all our target markets to interact with the Company and among themselves through web boards and notices. In addition, the benefits of this model also compliment our viral marketing strategy by utilising the word of mouth channel. These channels of communication above are very effective in creating emotional appeal which will complement our differentiation strategies. The event strategies will act and a short-term promotion tool to create fads. This will also create brand loyalty which will reflect favourably in the long-term. Consumer groups, continuous communications with the customers and securing relationships with the outlets will in the long-term, decrease supply lease cost and increase sales. Customer database is something that has not been created in the past and with this information, many future plans can be developed for long-term beneficiaries. Marketing model highlights our proposed strategies with each strategies integrated to provide a comprehensive and up-to-date consumer database. The consumer database to be created will be one of the key information sources for future developments and as ABSOLUT is a new brand to Pernod Ricard, database about the seller and user of ABSOLUT must be acquired. The model consists of two main approaches; pulls strategies and pushes strategies and is based around creating competitive advantages by offering greater values to both individual and business customers from event marketing. It is a positioning strategy away from competitors into the zone that no other vodka brands in Australia have done before. ABSOLUT Positioning Contemporary and Cosmopolitan: ABSOLUT continually improve brand and product so ABSOLUT product will not be out of date or unfashionable. Artistic: ABSOLUT always design and create the art bottles to respond the customer who need to consume unique experience. Creative brand: ABSOLUT always provide the best and new way to customer. ABSOLUTE Vodka: Finally all positioning from above will be included in our product that provides the greatest value and experience to our customer. Pull Strategies Pull strategies aim to create demand from consumers by heavily focusing on CRM and below the line marketing. CRM plans include direct marketing to consumers via email and mobile phone. ABSOLUTs strength in print media will also be continued as it has been proven to be an effective communication channel. Product and promotion strategies will be continuously utilised, ABSOLUT events are the tools for viral marketing. Viral marketing is backed up by CRM strategy in attempt to reduce post-purchase dissonance. Feedbacks from customers are then recorded into database for the process to start over again on a different occasion, improving effectiveness. Product Strategies Educate consumers about ABSOLUT experience ABSOLUT should provide useful information to our target customers such as the flavours that are available and the drinks that they can have from ABSOLUT to generate the ABSOLUT experience to customers; when they go to bar, they can order the drink with their experience that they really want not just try to order something that they have never tried before. This strategy can and should be employed during promotion events that are exclusively hosted by ABSOLUT and on advertisements on various media channels corresponding to our brand communication strategy. We intend to differentiate ABSOLUT vodka apart from our competitors by offering a unique ABSOLUT style social drinking experience which our target customers needs the most. The already famous packaging and advertising footprint only leaves room for experience to be expanded on. The aim of this strategy is to match ABSOLUT positioning and brand personality to those of the consumers. Associate the consumers with style and class while drinking ABSOLUT. Introduce ABSOLUT cocktails ABSOLUT should try to introduce ABSOLUT name to become a familiar name to customers when they want to order drinks. For example, vodka-soda, the result is bartenders may use other vodka brands to serve them but not ABSOLUT vodka. When we promote ABSOLUT cocktail as a first choice of vodka, the customer will remember this word and next time customers will think about our brand priority and say ABSOLUT-soda when they order spirit drink. This strategy is best conducted during exclusive ABSOLUT event to avoid any conflicts with our competitors. Promotion Strategies Launch the events that creates atmosphere / viral marketing ABSOLUT should launch the events and detail the brands positioning and benefits to attract the target consumers. The events are to be held at selected high-end bars and clubs and selected annual music, fashion and arts event. In addition, ABSOLUT should also take benefits from viral marketing in such that customers will communicate other customers about their perceive value such as taste, positioning, experience, thrills and fun that had risen from consuming ABSOLUT products at the event by word of mouth and so on. This strategy is aim to serve the needs and wants of the target market by giving the target market a place to socialise with style and class. Backed with high spending power, these consumers are value seekers and thus this strategy aims to maximise value by not just providing the product, but provide experience and atmosphere that is most appealing and attractive to the target market. Free gifts and VIP customer registration Our company should provide some gifts for customers that come to join our campaign or order our products at club or liquor shop to increase ABSOLUT brand recognition such as t-shirts and caps and to consumer who register in our event or order ABSOLUT products. These products would act as a mobile advertisement for ABSOLUT, complimenting viral marketing strategy. VIP customer registration is to make the events appeal more exclusive. This is a pure marketing tool to attract registration in order to create a customer database for on-going developments. Customers by registering on-site at the event or on-line will receive a notification of the upcoming events with ability to book an entrance on the guest list. Event broadcast through radio advertising / website / magazine ABSOLUT events should attract as much media exposure as possible to achieve brand recognition and increase participation rate of ABSOLUT events. In addition, with limited resources of bars and clubs to advertise, ABSOLUT brand by advertising the event and the venue information will also assist the targeted bars and clubs in advertising their venue. This strategy is aim to increase number of people attending the clubs along with their sales and thus, the sales of ABSOLUT products. Place Strategies ABSOLUT vodka is most readily available at liquor shop and recognised clubs and bars and will be greatly available once the synergies from Pernod Ricards distribution chain starts to become apparent after the acquisition. Below the line marketing e.g. events, will need to be held at the most appropriate time and places. Such places will need to have a high level of positive awareness and upholds the brands image. Initial phase will be to target the city of Sydney and builds on the success to other major cities such as Melbourne. CRM strategy is a direct marketing strategy through mobile phone and email, thus place will not be an issue. Major events are to be held during summer season. Price Strategies In trying to maintain positioning of an exclusive product, together with many available brands in the market

Social Work Evidence Based Practice Strengths and Weaknesses

Social Work Evidence Based Practice Strengths and Weaknesses Critically analyse the strengths and weaknesses of using an evidence based approach to a specific area of social work practice, referring to recent research findings in this area. Specific area: Older adults and mental health Outlined below is an analysis of the strengths and weaknesses of using an evidence based approach to a specific area of social work practice, referring to recent findings with regards to older people and mental health in particular. Social work practice is split into various areas in order, to effectively assist with the problems of different individuals as well as social groups such as older adults with, or affected by mental health conditions and problems such as depression and dementia. Older adults with mental health conditions do and have benefited from well-focused social work practices. The use of the evidence based approach alone or alongside other factors has the capacity to shape social work practices designed to help and protect older adults with mental health conditions. Of course to maintain relevance as well as professional effectiveness social work practices should reflect the needs of the people being cared for not to mention altering to better practices as empirically demonstrated by the most recent research findings.[1] As mentioned below evidence based approaches to assisting older people with mental health conditions or issues have led to suggested methods to improve the social work practices that form the basis of the services provided for those vulnerable people that need to use them being made.[2] Social workers that are tasked with assisting older people with, or affected by mental health problems ideally should use the social work practices that have been proven to assist vulnerable older people the most. Therefore evidence-based approaches can help social workers determine the best working practices to actually use. To begin with it can be reasonably argued that using an evidence-based approach to the specific social work practices offers social workers working with older people linked with mental health issues strengths. The need for reliable and accurate research into older people and mental health for social work practices is undoubtedly becoming more important as the British population in common with many Western societies is ageing as people are generally living for longer. [3] Past and recent medical research has frequently shown that there is a strong connection between an ageing population taken as a whole and mental health issues becoming more common for older people. An ageing population raises issues and concerns for the National Health Service (NHS), and the Department for Work and Pensions (DWP), which includes the Pension Service as much as it does for social work practices.[4] Limited parts of medical research points to some mental health issues or conditions in older people as being preventable, and even in certain circumstances reversible. Social work practices ideally should be altered if it is possible to assist older people that can recover from temporary or reversible mental health problems to do so. However some mental health conditions and problems affecting older people such as vascular and senile dementia cannot be prevented and reversed, though medication can delay their full onset. In such circumstances NHS or private sector health care services not to mention social work practices have to be adjusted to cope with a higher demand for their use. When possible social work practices should be altered in order to prevent, tackle, or reverse the mental health conditions and that could possibly restore older people to full health. Social work practices should also help older people whose mental health conditions cannot be reversed.[5] When older adults are affected by mental health conditions whether upon a short – term basis or upon a long – term basis then social work practices arguably needs to be adaptable as well as practical enough to assist those older adults more effectively. Older adults with mental health  conditions may previously have been active normal people used to doing everything for them that suddenly find things much more difficult once their condition or illness becomes well established. Ongoing medical research is slowly finding new treatments that can in the right circumstances help older adults with mental health conditions and illnesses remain as healthy as possible for as long as possible. The basic assumption here is that when older adults with mental health conditions stay healthier for a longer period of time they could therefore be less reliant upon their carers, the NHS, social security benefits, as well as the social serves provided to them by social workers.[6] The reversing or the delaying of the worst or most debilitating of mental health conditions in older adults can help those people to lead normal and independent lives for as long as possible. Older adults that are able to resist or overcome the worst consequences of their mental health conditions will be more likely to retain their self-dignity as well as their independence. It is the leading of independent lives by the older adults affected to varying degrees by mental health conditions that can potentially receive the most beneficial assistance from their social workers as well as all relevant medical staff. Social work practice that enables older adults to remain in their homes and were possible within their own families gives such vulnerable people a sense of stability as well as helping to keep them in familiar surroundings. The strengths of using evidence based approach to guide and shape social work practices towards older adults with mental health conditions are therefore in many respects straightforward to understand. As in the majority of social work fields or areas, social workers make use of an evidence-based approach to increase the effectiveness of the social work services that they actually provide to the people who require their assistance the most. Using an evidence-based approach provides data or research that provided it is gathered efficiently and interpreted accurately provides information to social workers to point out the most effective social work practices. Using an evidence based approach has the strength of allowing the social workers who form social work practices to alter those practices to help larger numbers of older adults with mental health conditions to receive the social work services that should benefit them the most. It should also follow on logically that using an evidence-based approach would allow the resources and also the social services by the social work providers to be used most effectively. Older adults with mental health conditions can influence the type of social work provided to them by highlighting the best as well as the less effective social work practices.[7] At the end of the day social work practices are only there to help the most vulnerable older adults amongst other social groups and isolated individuals even though these social work practices might not always be popular with social workers themselves. The strength as well as the point of using the evidence-based approach is therefore that the best interests of the most vulnerable older adults with mental health conditions should always is taken into account.[8] Indeed the best interests of the most vulnerable older people as revealed via the use of the evidence-based approach are incorporated into both completely new as well as revised social work practices. In theory, and also to a very large extent in practice the use of the evidence based approach is that it has the strength of providing social workers with information and indications about, which older adults that need help due to their mental health conditions and issues.[9] The evidence based approach means social workers know where to concentrate help as well as guidance as to what kind of social work service would be most useful for these older adults.[10] There are actually as well as potentially sources of weakness when using the evidence based approach in forming and subsequently amending when necessary social work practices in relation to older adults with mental health conditions or issues. The evidence based approach to providing information with regard to older adults with mental health conditions is only useful in many respects when combined with other information or procedures that form the basis of social work practices.[11] To begin with social workers might have to make decisions with regard to the help or social services that individual older adults with mental health conditions or problems and whether or not to offer them help before the evidence based approach has provided enough information about these specific older adults.[12] It can and indeed does take time for the evidence based approach to be gathered and evaluated before it is strong enough to alter or perhaps even entirely replace all the relevant social work practices. Social workers need to have social work practices set in place all of the time in order for them to be always able to offer vulnerable older adults their help and advice with regard to mental health conditions. When or if existing social work practices are deemed to be highly effective in helping as well as protecting older adults with mental health conditions there would have to be convincing evidence. Without wide ranging proof that the findings and suggestions from the ev idence-based approach could offer profound improvements to the social work services they need not take place. It could improve the social services available for older adults that need or could eventually need to use them in the future.[13] One of the weaknesses of using the evidence based approach to assist in the formation and the subsequent shape of social work practices for older adults with mental health conditions is that such an approach does not take other factors or organisations into account.[14] An over reliance upon the use of the evidence based approach to drawing up social work practices to assist older adults with mental health conditions is that a narrowly focused concentration on such an approach could lead to an underestimation of other actors.[15] Social workers could underestimate the importance of other private sector and public sector bodies, groups, and organisations that offer services to older adults. Other private sector and also public sector bodies, groups, and organisations offer services to older adults with mental health problems either because the government tasks them with doing so, or because they can make money from doing so.[16] In reality this weakness of using the evidence based approach when drawing up social work practices is not really a problem. This weakness is not a profound or serious problem because social work departments are used to working with private sector as well as public sector bodies, companies, groups, and organisations when they set out to deliver social services to the general public taken as a whole.[17] Providing the appropriate services for older adults with mental health conditions really is an example of public services being delivered by a whole host of private sector as well as public services groups, organisations, and agencies.[18] Alongside social work departments, the DWP, the NHS, private sector care homes, local authorities, as well as charities for older adults and people with mental conditions provide services.[19] The weaknesses of using the evidence based approach for developing social work practices for assisting older adults is that the evidence might not be as complete as would be helpful to social workers. Research into the affects and consequences of mental health issues or problems for older adults has arguably proved insufficient until recently given the ageing populations within the majority of Western societies.[20] Older adults with dementia or similar mental health conditions frequently need a great deal of care and support as do their carers, and also their families in order to cope with the consequences of severe mental illnesses. Sometimes it is the spouses, the children, or indeed other relatives of the older adults with the more pronounced mental health conditions who can be most adversely affected by the worst consequences of their loved ones’ illness.[21] There are weaknesses that the evidence based approach towards setting social work practices for older adults with mental health conditions relating to the limited scope of that approach. Research into older adults with mental health problems and conditions has not always examined the ill affects that such conditions have upon the carers and the relatives of the people with the illnesses or health complaints. [22] On a practical level social work practices can be as much about supporting tired or distressed close relatives and carers as it is about assisting the older adults afflicted with or by poor and worsening mental health conditions.[23] When mental health conditions, issues, or problems adversely affect older adults then it can strain their relationships with their close relatives, especially their spouses or children, which in turn causes stress to all of them. Strained relationships between older adults with mental health conditions and the close relatives caring for them can lead to those older adults moving into care homes and hospitals rather than been cared for at home. Helping older adults with mental health conditions get better can have the benefit of allowing some of them to continue working or indeed to start working again.[24] To conclude it has been argued that the use of the evidence based approach to draw up and shape social work practices in relation to older adults with mental health conditions can offer strengths as well as weaknesses to social workers. The evidence based approach to drawing up or shaping social work practices for older adults with mental health conditions offers the strengths of providing social workers with relevant information and data to draw effective policies. The information and data from the evidence based approach research allows social work departments to increase the effectiveness of their social work practices towards older adults with mental health problems. The main weaknesses of using the evidence based approach towards forming and amending social work practices is that it can cause a delay in relevant information being used by social workers, and that it can underestimate the part that other organisations play in providing services to older adults. Bibliography Audit Commission / Better Government for Older People – Older People, independence and well-being: The challenge for public services, Public Sector Briefing Bowers H, Eastman M, Harris J, Macadam A (2005) Moving out of the Shadows – A report on mental health and wellbeing in later life, Health Care Development Ltd, London Brooke L and Taylor P, Older workers and employment: managing age relations, Ageing society 25, 2005, 415-429, Cambridge University Press Department of Health, A Sure Start to later life, Ending inequalities for older people, January 2006 Estes, C.L. Biggs, S. and Phillipson, C. (2003), Social Theory, Social Policy and Ageing A critical introduction, Open University Press, Maidenhead Maria Evandrou and Karen Glaser, Combining work and family life: the pension penalty of care, Ageing and Society 23, 2003, 583-601, Cambridge University Press House of Commons Committee of Public Accounts, Improving Public Service for Older People, Twenty- Ninth Report of Session 2003-04 (May 2004) Riseborough M Jenkins C (April 2004), Now you see me†¦now you don’t How are older citizens being included in regeneration? Age Concern, London Vincent, J., Phillipson, C. Downs M., (eds) (2006) The Futures of Old Age, Sage 1 Footnotes [1] Vincent et al, 2006 [2] Brooke and Taylor, 2005 [3] Vincent et al, 2006 [4] Brooke and Taylor, 2005 [5] Vincent et al, 2006 [6] Brooke and Taylor, 2005 [7] Evandrou Glaser, 2003 [8] Brooke and Taylor, 2005 [9] House of Commons Committee of Public Accounts, May 2004 p. 10 [10] Vincent et al, 2006 [11] Department of Health, 2006 [12] Audit Commission / Better Government for Older People, p.2 [13] Riseborough Jenkins, April 2004 p. 6 [14] Evandrou Glaser, 2003 [15] Department of Health, 2006 [16] Brooke and Taylor, 2005 [17] Riseborough Jenkins, April 2004 p. 6 [18] Audit Commission / Better Government for Older People, p.2 [19] Vincent et al, 2006 [20] Riseborough Jenkins, April 2004 p. 6 [21] Brooke and Taylor, 2005 [22] Riseborough Jenkins, April 2004 p. 6 [23] House of Commons Committee of Public Accounts, May 2004 p. 10 [24] Department of Health, 2006