Wendys Old Fashioned Hamburgersis

Wendys Old Fashioned Hamburgersis 1. Executive Summary Wendys Old Fashioned Hamburgersis an international fast foodchain restaurant founded byDave Thomason November 15, 1969, inColumbus, Ohio, and moved its headquarters toDublin, Ohioon January 29, 2006. Wendys was Americas national food, and the worlds third largest hamburger fast food chain with approximately 6,700 locations. On April 24, 2008, the company announced a merger withTriarc, which is the parent company ofArbys. Following the merger, Triarc came to be known asWendys/Arbys Group. Arbys Group is the parent company of Wendys, and is a publicly traded company. Arbys group of restaurants is a wholly owned subsidiary of Wendys/Arbys Group, Inc. This report will be focusing on Wendys Burgers of the Wendys/Arbys Group. The main aim of this report is to investigate and analyze the marketing activities of Wendys Burgers. What is the Wendys orientation? What are the strengths, weaknesses, opportunities, and threats (SWOT) of Wendys? What are the competitive advantages of Wendys? What is the impact of Wendys marketing mix? And its positive and negative effects on the market and competitors in similar segment. This report in its further course, will try to address the above questions and more. 2.INTRODUCTION Wendys/Arbys Group is the parent company of Wendys, and is a well known publicly traded company. Approximately 77% of Wendys restaurants are franchised, the majority of which are located in North America. Wendys and its affiliates, employs more than 46,000 people in its global operations. In fiscal year 2006, the firm had $9.45 billion (USD) in total sales.While Wendys sets its standards for exterior store appearance, food quality and menu, individual owners have control over the hours of operations, interior dà ©cor/design, pricing, staff uniforms and their wages. Wendys ended the fiscal year 2007 with just under 6000 Wendys Old Fashioned Hamburgers restaurants in operation. Of these, 1,274 (21%) were company owned and operated by the company itself while the remaining 4,662 restaurants were franchised. In addition to Wendys Old Fashioned Hamburgers, Wendys has invested in the Cafe Express and Pasta Pomodoro restaurant chains, owning 70% and 29% of those chains, respectively. Until 2006 Wendys International, Inc. also owned the ‘Tim Hortons and ‘Baja Fresh franchises. The chain is known for itssquareground beef patties in itshamburgers and the Frosty, a form of soft serve ice cream mixed with frozen starches contracted from potato products. The idea for Wendys old fashioned hamburgers was actually inspired by Dave Thomass trips toKewpee Hamburgersin his home town ofKalamazoo, Michigan. The Kewpee sold square hamburgers and thick malt shakes, much like the well-known restaurant that Thomas eventually founded inColumbus, Ohio, in 1969. Thomas named the restaurant after his fourth childMelinda Lou Wendy Thomas. 3.WENDYS ORIENTATION Nature of demand Over the past century, market for fast food has increased drastically, time being one of the major constraints. A recession in the early 1980s, combined with high beef prices and Wendys explosive as well as threatening growth incited the burger wars†. Wendys moved into the number three spot behind McDonalds and Burger King, fueled by its introduction of a chainwide salad bar, chicken breast sandwiches, fish sandwiches, and baked potatoes. Extent of demand As of December 2006, Wendys was Americas national food, and the worlds third largest hamburger fast food chain with approximately 6,700 locations. Approximately 77% of Wendys restaurants arefranchised and the majority of which are located in North America. Wendys and its affiliates employs more than 46,000 people in its global operations. In fiscal year 2006, the firm had $9.45 billion (USD) in total sales and earned total revenue of $2.5 billion (USD) in 2007. Orientation Wendys tries to sense the customers needs and demands. This proves that the company is purely marketing oriented. Wendys puts in much effort for orientation towards the marketplace and its market share. Companies have their respective beliefs concerning their marketing efforts which are usually varied from company to company. The challenging concepts beneath which companies perform their marketing activities are as follows: Wendys Production Concept Customers are attracted to those products which are readily available and cheaper in price. Organizations following this concept targets on accomplishing the large production competence, minimal costs and bulk distribution. Wendys Product Concept The way that Wendys Old Fashioned Hamburgers does business and markets its products to consumers is due to the change in our society to where the consumer wants the biggest, quickest, and best product that they can get for their money. Wendys introduced healthier options amid rising obesity levels and a general interest in healthier foods, some fast-food companies have been going in the opposite direction, introducing ever more calorific and fat-laden burgers in a bid to win customers. Wendys Selling Concept The concept of ready-cooked food for sale is the primitive and foremost selling concept of Wendys burgers. Wendys uses ‘fresh, never frozen beef/fresh ground beef in their hamburgers. Wendys has moved in line with the Quick Service Restaurant or QSR industry and has been working to offer healthy food choices. Wendys has added sandwiches and salads to its menu, and offers side dish substitutes for French fries like salads for health conscious customers. Wendys Marketing concept Marketing is the science of actualizing the buying potentials of a market for a specific product. It in turn reflects a selling concept because it centers on promoting a product rather than meeting a defined area of consumer needs. The marketing concept sidetracks the basic conflict between the buyer and the seller. Consumers want good quantity and quality products for less prices, where as producers wants to sell at high prices. The marketing concept does not provide a solution to the classic bargaining problem which is widely prevalent. Holistic Marketing Concept This involves development, design and implementation of marketing programs, processes, and activities that recognizes organizations breadth and inter-dependencies. Precisely, this concept is an approach to marketing that tries to identify and resolve the opportunity and difficulties of marketing activities. There are 4 main elements in Holistic marketing namely (Kotler and Keller 2006: 16): * Integrated marketing involving communications, products services, channels. * Social responsibility marketing involving Ethics, Environment, Legal and Community. * Relationship marketing involving Customers, Channel and Partners. * Internal marketing involving Marketing department, senior management and other departments. Wendys strictly follows the above concepts as it includes most of the marketing activities. Wendys Business Strategies Wendys new strategy puts its food products on center stage and changes its media-buying habits to zero in more narrowly on different market segments. TV spots and print ads will focus on specific audiences instead of delivering the same message to all demographic groups, tailoring the messages to the required audiences, broadening its scope. In addition, the nearly 6,700-unit chain will advertise on the Internet to attract younger consumers and use a character named Smart Square to appeal to them in TV spots/advertisements. Globally, all the Wendys employees work together to achieve in Driving Growth, Funding Growth and become Best Place to Work. 4.S.W.O.T Analysis â€Å"SWOT analysis is a structured approach for evaluating the strategic position of a business by indentifying its Strengths, Weaknesses, Opportunities and Threats† (Jobber 2007: 63). To get a clear idea of Wendys/Arbys groups outlook, it is useful to analyze the restaurants Strengths, Weaknesses, Opportunities and Threats (SWOT). Additionally, a SWOT analysis summarizes the outcome of marketing audit of the company (Jobber 2007: 61). Positive factors Internal factors Negative or potential to be negative Strengths Weaknesses Opportunities Threats External factors Strengths Positive, tangible and intangible attributes internal to an organization and within the organizations control forms the strengths of a company. * A strength in Wendys manufacturing is that their food is known for its freshness and quality. * This quality of food is said to be one of the main reasons why Wendys has outpaced the annual sales gain of McDonalds from 1998 to 2002 (â€Å"Industry Surveys,† 2003, p. 3). * The expert management system of Wendys burgers adds to its much strength in time managing and store managing skills. * The pleasant atmosphere of all the Wendys stores adds value to its strong customer oriented approach. * Hamburgers are made with fresh, never frozen beef which is a huge hit with the customers. * Being a Global brand, Wendys is capable of worldwide expansion with huge market left to be tapped and consumer base to capture. * Strong supply chain is one of the key strengths of Wendys burgers with the suppliers meeting the fast food chains constant demand for the in time supply of raw materials in turn meeting the customers requirements. * Another major strength of Wendys is its ‘mid night push plan, it is operating its stores after the mid night also, which attracts the teenage and young people a lot. * One of the major strength of the Wendys is its nutritional valued menu for the people who are maintaining a balanced diet. * Wendys is the first restaurant which is offering a special menu for children and even for the kids. Weaknesses Internal factors within an organizations control that detract from the organizations ability to attain the desired goal are the weaknesses of an organization. * A manufacturing weakness could be that it will be difficult for Wendys to make dramatic improvements in the area of store management in the future. * Breakfast menu Wendys experimented with serving breakfast for a short time, but the endeavor was unsuccessful due to several issues. * Constant management changes have lead to a reduction in customer as well as employee satisfaction hindering its growth and expansion. * The franchisee stores are given freedom to have their own store atmosphere and layout and also employee uniforms. * High dependence on a major country is the main weakness of the Wendys. Though it is globalized, it was operating mostly in USA and Canada. In the year 2007, more than 70% of its revenue is from the USA, this phenomenon leads to loss in profit rates in international market. * The Wendys spreading of its stores is relatively very less, when compared to its close rivals, McDonalds and Burger King. The McDonalds opening 200 stores per year, the Burger King is opening at a rate of 150 per year, but Wendys is opening only 50 stores per year, so the expansion of business is very less comparatively. Opportunities External attractive factors that represent the reason for an organization to exist and develop. Brand recognition is the significant factor affecting their competitive position. * Wendys international brand image gives it a scope for expansion into International markets. * Recession has little or no effect on the fast food industry which provides a great opportunity for growth and expansion. * Wendys was the first to introduce ‘fish sandwich making its mark and grabbing a huge market share. * Rising of restaurant business in USA is great opportunity for Wendys. According to the Forbs magazine survey, in the year 2007 more than 25% of USA government revenue from fast food sector. The reasons for increment in convenient food consumption is, increasing single parent families, dual working households, no time for active cooking at home, hike in living standards of people etc. Wendys can utilize this as a great opportunity to increase its business * Increasing population of teenagers and young people is a great opportunity for Wendys, as it was targeting them. According to the census in 2008, more than 40% of American people are teenagers, which was a great opportunity for Wendys. * Increasing opportunities in developing countries like China and India. In 2007 Wendys make one percent of its revenue from India and two percent from China, still to be increased. There is a great opportunity for Wendys to develop its business in developing countries as there is less operating cost when compared to the developed countries. Threats External factors beyond the organizations control which could place the organization mission or operation at risk. * Accusation Wendys was accused recently as a consumer found a human finger in one of its item (Chili). Such kind of accusations would surely affect the brand image and high chances of drop in the market share. Much time and money is consumed to regain the lost share of the fast food market. * Competitors Wendys faces stiff competition in the overall fast food industry, as McDonalds holds a dominating 18% share of the market with Wendys and Burger King holding shares of approximately 2% each. In recent years Wendys has been lagging behind McDonalds and Burger King in same store sales growth, an indicator of how established franchises are faring in the market. In addition to traditional hamburger-based fast food restaurants, Wendys must compete with chains such as Subway, Yum! Brands (YUM) and Jack In The Box (JBX). * Controversy Wendys found itself the focus of a boycott bygay rightsgroups when the company pulled advertising from the sitcomEllenin 1997, which it deemed controversial. * Illnesses caused by food are the major threat for any fast food company. Though more care was taken, there was chance of food borne illnesses like e coli, gastric trouble etc. This was a major threat for Wendys. * Food storage and transportation is also a major threat for Wendys. As it is more difficult to store raw materials as there are highly vulnerable to decomposition. * Targeting a particular section of people is a major threat for Wendys, as it is targeting the teenagers only. This leads to a loss in the satisfaction of people of other sections. * International Business expansion Limiting the business to the USA is the major threat to Wendys at international level. Limiting the business may leads to limiting the globalization and decreasing the brand name, profits and sales. Strengths Weaknesses Opportunities Make the most of these Watch competition closely Threats Restore strengths Strategic turn around required 4.1 .Conclusion Wendys/Arbys group has to maintain all their strengths and grab all the opportunities. On the other hand, Wendys/Arbys group should sooner overcome all its weaknesses and work harder in overcoming the threats. 5.Competitive Advantage â€Å"Competitive advantage is the achievement of superior performance through differentiation to provide superior customer value or by managing to achieve lowest delivered cost† (Jobber 2007: 27). Competitive Factors Factors like being the third largest chain restaurant, having a large market share in USA and its target consumers being teenagers who form a majority of consumer base are considered as the competitive factors by Wendys. Product Strength Ââ€" Lack of differentiation- Consumers have accessibility to similar menu that is used by other hamburger chains of the same segment. Hence fulfilling consumers needs. Ââ€" Unique patty shape- Wendys burgers have a unique square shaped patty instead of a regular round patty, which other hamburger chains use. Customer Loyalty and Satisfaction Ââ€" Convenience- The ease of accessibility of its stores by deploying them in prime locations adds to consumers convenience. Ââ€" Speed of service- Implementing drive through and home delivery system in all its stores to attain speedy customer service. Market Share Ââ€" Third largest company in QSR or Quick Service Restaurants Ââ€" Introduction of new products like fish sandwich, square shaped fresh ground beef patty, salads in its breakfast menu, etc have been introduced by Wendys. Ââ€" Fifth in terms of highest total revenue generated next to McDonalds Corporation, Doctors Associates, Yum! Brands and Jack in the Box. Customer Concentration Ââ€" Location variables Setting up Wendys restaurants where the potential consumer(working class, teenagers, etc) concentration is high. Ââ€" Strengthen penetration To attain a firm grip in the market where it is already existing. Cost Control Ââ€" Centralized distribution center Wendys has the strongest supply chain management system which is very efficient in saving unnecessary expenses thus reducing the number of distributing centers in turn cutting down on costs. Ââ€" Reduce labor costs Costs associated with labor is a major factor in the success of any business. Wendys labor costs include upper management, but the bulk of Wendys employees are the workers at individual restaurants. Wendys achieved to cut labor cost by downsizing the number of managers from 3.6 to 3.3 by June of 2007. Wendys expects that this will not only decrease labor costs but also enhance efficiency at individual restaurants as they have found that a high number of managers can result in division of responsibility and confusion. In 2007 Wendys total operating costs were approximately $2.29 billion while total revenue was about $2.45 billion, leaving a slim operating income of approximately $156 million. If Wendys labor cost reduction initiative can successfully decrease labor costs without negatively impacting revenues, Wendys could see a substantial increase margins and operating profits. http://cdn.wikinvest.com/i/px.gif Ââ€" Economies of scale- Economies of Scale is achieved by balancing the capital invested and reducing costs. Investments Ââ€" International fast food market is the best place to invest in as far as Wendys investment options are considered. Ââ€" Research on untapped foreign markets in order to gain knowledge for future investments. Forces that Affect Competition Ââ€" The Economy caused businesses everywhere to focus on low cost to the customer, this presents a problem when every firm lowers its prices. Ââ€" The end result is that the low price becomes the new standard so competition now lies in value. Ââ€" Wendys has taken this road before during the inflationary period of the 1970s, with the slogan â€Å"Quality is Our Recipe†. Ââ€" The Super Size Me Documentary also affected competition among the major fastfood chain restaurants. Ââ€" Caused a public backlash against fast-food restaurants. Ââ€" In response to the 2004 film, Wendys introduced the Chicken Temptation ® selections to their existing menu. Competing in the Industry Ââ€" Overall Wendys needs to stand by their strategy of creating a niche market by way of their side dish offerings. Ââ€" Expand competition base by being innovative and effective. 5.1.Conclusion The major competitive advantage of Wendys is ‘Healthy Fast Food. 6.Marketing Mix Analysis †¢ The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives †¢ 7Ps Price, Product, Promotion, Place, People, Process, Physical Environment †¢ Traditional 4Ps extended to encompass growth of service industry Marketing strategy is generally obtained by the 3 key elements namely the target markets, competitors targets and the competitive advantage (Anderson 2008). Once the marketing strategy is finalized, the company starts looking into the facts of the marketing mix. â€Å"Marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.† (Armstrong and Kotler 2009). Marketing mix is essential for the company to develop the demand for its products. This can be collectively done by the four vital categories which are well-known as 4-Ps of marketing mix. The 4-Ps are namely Product, Price, Place and Promotion (Armstrong and Kotler 2009: 83). Product Customer solution â€Å"Product is a good or service offered or performed by an organization or individual, which is capable of satisfying customer needs† (Jobber 2007: 28). Brand name and Quality The brand image is obtained by utilizing the fundamentals of marketing mix (Jobber 2007: 332). Wendys/Arbys Group is the parent company of Wendys, and is a publicly traded company. Wendys Restaurant Group, Inc. is a wholly owned subsidiary of Wendys/Arbys Group, Inc. Wendys/Arbys Group, Inc. is the franchisor of the Arbys and Wendys restaurant systems and trades on the New York Stock Exchange under the symbol WEN. A change in the companys ownership set the course for menu expansion and a strengthened brand. On September 29, 2008, Triarc Companies Inc. merged with Wendys International, Inc. to form Wendys/Arbys Group, Inc. Wendys/Arbys Group, Inc. is the third largest quick-service restaurant company in the United States. Wendys restructured its cleanliness standards, menu and other operational details to ensure that stores met the goals and standards of the parent company so that its franchises were competitive in the market. Wendys mission is to deliver superior quality products and services for their customers and communities through leadership, innovation and partnerships. Their vision is to be the quality leader in everything they do. Wendys has a strategic vision focused on these core values: Quality: Freshly-made products and superior service are their passion; consistent excellence in customer service is their goal. All actions are guided by absolute honesty, fairness and respect for every individual. People (consumers) are the key to success; they value all members of the diverse family for their individual contributions and their team achievements. Satisfying internal and external customers needs is the focus of everything they do. Continuous improvement is how they think and innovative change provides competitive opportunities. Features and Variety The Wendys menu features a variety of products that are stated below which are unique from its competitors. * Signature roast beef, including Roast burger. * Market Fresh deli sandwiches. * Market Fresh salads. * Toasted subs. * Jamocha and specialty shakes. * Curly Fries and Side kickers. * Wendys featuresFrench friesas a primary side item, but also offers a number of options for side items/dips, includingsalads(side and Caesar side),chili,yogurtwithgranola,mandarin oranges, andbaked potatoes. In several markets, the customer may request any of these side items to be substituted for fries in its value meals. * In June 2006, Wendys removed their classic Biggie and also the Great Biggie sizes in favor of a more traditional sizing system like; Small, Medium, and Large. * Frostydessert It is asoft serve ice creamdessert sold in chocolate or vanilla flavours. Also sold as a floatand a mix-in dessert called the Twisted Frosty. * In Japan, Wendys offers ared bean pasteand cheese sandwich called as an An Burger * Big Classic- It is a sandwich that directly competes with the Burger Kings Whopper. * Mayonnaise, lettuce, tomato,pickle, ketchup and onion served on aKaiser-style roll. A second version with bacon is available, called the Big Bacon Classic. * Baconator- with mayonnaise, 6 strips of bacon, two 1/4 pound (113.4 gram) patties, ketchup and two pieces of American cheese. * In Dec 2006, Wendys phased out and stopped offering their fried Home style chicken strips in most of its U.S.locations. There is now a chicken club combo in the place of the strips, which features a Home style chicken patty, Spicy chicken patty or a Grilled Chicken patty with Swiss cheese and also bacon. The Home style chicken strips are still available in parts of Canada. * In the Philippines they serve fried chicken, which forms staple at most fast food restaurants in that country. Price Customer cost â€Å"Price is the amount of money customers must pay to obtain(buy) the product.† (Armstrong and Kotler 2009: 83). The price of any product partially highlights its quality. Pricing Strategy The Pricing strategy primarily consists of * Getting to know the market. * Elasticity. * Keeping in pace with the competitors. * Because Price and Convenience are near universal throughout firms in the industry, Wendys must focus on becoming the â€Å"highly favored† fast-food choice. Doing so will give customers more inclination to visit store locations. Place Convenience â€Å"Place includes company activities that make the product available to target consumers.† (Armstrong and Kotler 2009). The vital role of marketing is the process of how the product is being sent from seller to buyer. The means by which the products and services reach the consumer from the producer and where they can be accessed by the consumer. The more places to buy the product and the easier it is made to buy it, the better for the business (and the consumer). Availability Approximately 77% of Wendys restaurants are franchised, the majority of which are located in North America. Wendys and its affiliates employ more than 46,000 people in its global operations. While Wendys sets standards for exterior store appearance, food quality and menu, individual owners have control over hours of operations, interior decor, pricing and staff uniforms and wages. Wendys operates in 19 countries around the world while its headquarters is based in Dublin, Ohio. It operated in more countries, but closed down in some of them due to certain circumstances. Inventory Wendys never uses frozen beef, its always fresh. Promotion Communication â€Å"Promotion means activities that communicate the merits of the product and persuade target customers to buy it.† (Armstrong and Kotler 2009). Different ways of promoting the product are Advertising Advertising is a major phase of overall product or service development and management. Advertising is specifically part of the outbound marketing activities, or activities geared to communicate to the market, e.g., advertising, promotions, public relations, etc. Wendys recently began a cross-promotion withNintendo. When you buy specific Wendys items you receive a code on that can be entered on the web siteFrostyFloat.comand be entered to win aWii. Wendys marketing arm engages inproduct placementin films (such asThe Day After Tomorrow,Mr. Deeds,Garfield: The Movie, andClick) and television and is sometimes seen on ABCs hitreality showExtreme Makeover: Home Editionserving food to the more than 100 construction workers. A recent Wendys commercial features the tune from theViolent Femmessong Blister in the Sun.ScrubsstarZach Braffcan currently be heard invoiceoverin Wendys newest commercials. With the launch of the new ad campaign, Wendys has also unveiled a new slogan, Thats right. Few of the advertising slogans of Wendys are given below US Canada * 1970 Present:Quality Is Our Recipe * 1978:Juicy hamburgers and lots of napkins * 1979: Hot-N-Juicy * 1980:Wendys Has the Taste * 1981:Aint No Reason to Go Anyplace Else * 1982:Youre Wendys Kind of People * 1983:Parts is parts * 1984:Wheres the beef? * 1986:Choose Fresh, choose Wendys * 1987:Give a little nibble * Circa 1990:The best burgers and a whole lot more(also was printed inside the hamburger wrappers during the 1990s) * 1997 Present:Eat great, even late * 2002:Its hamburger bliss. * 2004:Its better here * 2004:Always Great, Even Late. * 2005 2007:Do what tastes right.(primary slogan) * 2005 Present:It takes flair to be square. * 2007:Thats right. * 2007:Uh Huh. * 2007:Hot Juicy Burgers International * 1983:Its the best time forWendys(Philippines) * 2000 (approx) Present:We dont cut corners(New Zealand) * 2000 (approx) Present:Wendys cuadra contigo(Wendys fits with you). The wordcuadra(fit) is a reference to the wordcuadrothat meanssquare(Venezuela) * 2001 (approx) Present:El Sabor de lo Recien Hecho(The Flavor of the Brand New Made) (Honduras) * 2007 (approx) Present:Wendys es Sensacional(Wendys is Sensational) (El Salvador) Personal selling Personal selling involves incentive programs, sales presentations and trade shows (Armstrong and Kotler 2009: 383). Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to close the sale Personal selling is one of the oldest forms of promotion. It involves the use of asales forceto support apush strategy(encouraging intermediaries to buy the product) or apull strategy(where the role of the sales force may be limited to supporting retailers and providing after-sales service). Sales Promotion Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service. Sales promotions can be directed at either thecustomer, sales staff, ordistributionchannel members (such asretailers). Public Relations Public relations can be used to build rapport withemployees,customers,investors,voters, or the general public. There are various kinds of public relations, but the most important are financial relations with public, product relations with public,and crisis public relations.  § Financial public relations providing information mainly to business reporters.  § Product public relations gaining publicity for a particular product or service (rather than using advertising).  § Crisis public relations responding to negative accusations or information.  § Wendys has their official worldwide websites where the it regularly updates information such as yearly annual report, products, interviews with management faculties etc. 6.1.Ad

My Market Research Plan Essay

The business is an online clothing brand that sells products like beanies, hats, jumpers or t shirts exclusive to the brand. Purpose of the market research (eg to understand the behaviour of my customers, to find out who my competitors are and what they are doing, to understand what the market is like that I am entering etc) The purpose of this market research is to have an important knowledge about the market that I’m entering, to know the strengths and weaknesses of every direct and indirect competitor in order to find the gaps in the market that can lead to the success of the brand. Another purpose of the market research is to understand what products customers want, and how they want it, they prices they can afford for every product and where they prefer to buy the products. This also helps to find out what promotion strategy the company should use. Research Objectives (i.e. what do you want to find out eg to find out the size of my potential market, to find out what my potential customers want / need etc) My two main research objectives are to find the importance of the business in the market of online retailers during its first two years and to see if a retailer with such prices for quality products will become popular among the social networks where most of the small businesses get known. Research methods to be used The two primary research methods that I will use are questionnaires and focus group. By using these two types of primary research, I can gather both quantitative and qualitative data. A group of 8 people claiming to have fashion knowledge will be recorded while commenting about different aspects of fashion trends during time periods, how they change and how to please customers the most. The questionnaires will allow us to know the range of  prices customers can pay for trendy clothes and how they prefer the products ( quality, comfortable†¦) I will use company reports and annual abstracts of statistics as secondary research methods in order to get important information about our competitors and their activities. The statistics will help us to see how trends have influenced the market and how they will influence it in the future. That information might help on how to control the financial cash flows of the business because we can see what our competitors spent most of their income on. We’ll use the experience of the others businesses to avoid making the same mistakes. Market research questions (include the actual questions you will be using in your market research) The market research questions to be used in my market research surveys or interviews are: – How often do you shop online? – Do you prefer to shop online or at the store? Why? – What type of items do you buy the most? – Do you follow trends? – Do you follow fashion blogs? – What is your dressing style? – How much do you usually spend on clothes per month? – What shops do you most visit? – Are you happy with the prices you pay for your purchases?

Knowledge and skills framework Essay

According to DH (2004), NHS Knowledge and Skills Framework (NHS KSF) refers to the information that NHS employees need to implement in their service delivery to guarantee quality. NHS issues a single, comprehensive, consistent and exceptional structure to execute in the review and motivation for all the staff. NHS KSF and its success have been as result of its drive for Agenda for Change. The designs are made to cut across all NHS employees irrespective of their capacity, as long as they fall under the change agreement for the agenda. This agreement is applicable to all the staff with exceptions of physicians, dentists and board management team, who have different arrangements for their advancement review. Throughout this study, the staffs mentioned are those who fall under the Agenda for Change National Agreement. Purpose of NHS Knowledge and Skills Framework The role of NHS KSF framework is to foster advancement of services to address the needs of the users and the entire public. Also it supports efficient learning and advancement of persons and groups of persons in their career development. This purpose does however; consider other facets such as empowerment of individuals in their capacities which promotes diversity and equality for the entire staff, in order to foster development (DH, 2004). Core dimensions According to Moullin (2002), NHS KSF is structured to create 30 dimensions which seek to identify major roles required by NHS to facilitate better quality services to the people. Six of the dimensions however are core to every position in NHS. These core dimensions include communication, which suggests ways of improving communication between various categories of people, individual and people advancement, which seeks to advance individual capacity as well as empowering other stakeholders within the health sector, health, safety and security which assists in the maintenance of one’s health status while considering the security of others, quality which facilitates the maintenance of one quality of service delivery and encourage others to formulate a culture that seeks to improve quality, service improvement and lastly, equality and diversity. The other dimensions do not apply to all groups and are specific to particular jobs. Communication as a core dimension According to McSherry (2008), Communication as a core dimension may assume the following forms: verbal communication, written and signing communication, electronic conveyance of information, communication aids, communication through third parties (for instance translators and interpreters). This passage of information entails communicating with patients, families, general public and their representatives, co-workers and colleagues. These forms of communication may also face challenges for instance a noisy environment. Personal health and the welfare of the individuals involved and social conflicts such as violent situations are other obstacles to effective communication to various groups of people. Communication may also be impaired by illiteracy levels which may interfere with the capacity to read and write. The existing policy frameworks and procedures may also act as barriers to communication when assessed from local or international dimensions. The policies may entail confidentiality, conflict resolution and preservation of information among others (McSherry, 2008). Application of effective communication Effective communication entails identification of the information conveyed by others in additional to self communication. It also involves advancing effective communication interactions which are characterized by advancements in the communication situation, subject matter, intention and the number of individuals being communicated to, their backgrounds and the impacts that this may have on the communication skills obtained. Effective communication entails communicating with a wide range of persons over diverse issues and formulating procedure of advancing communication on complex matters and situations (DH, 2000). Equality and Diversity Promotion of equality and appreciation of diversity is based on the belief that investment in workforce enhances service delivery and improves patients care across the continents (DH, 2004). Trainers, trainees and others stakeholders need to be involved in the administration of relevant questionnaires regularly. People’s diversity and equality attract recognition on the basis of gender, age and social backgrounds. Patients, families, co-workers within NHS and those from outside may experience oppression, discrimination or harassment based on their place of origin, ethnicity, mental status, bodily outlook among others. The policies, regulations and procedures that have been put in place to address inequality and diversity include domestic laws and international agreements pertaining to human rights, employment, anti-discriminatory activities and conflict resolution mechanisms (KAI, 2004). According to RCGP (2007), equality entails participation by all and access to opportunities to reveal their maximum potential. Under UK laws, all institutions have a responsibility to counter discrimination and enhance diversity. Diversity involves recognizing and appreciating the differences in order to create a culture that values, respects and harnesses the difference for the satisfaction of the entire institution. Influence on communication on my current practice and personal life Effective communication has contributed significant in influencing my personal life as well as my life as a nurse. It has enabled me to minimize the common obstacles of communication for instance addressing individuals of particular groups while maintaining a positive image of myself. Communication has also enabled me to provide reports with precision according to institutional procedures. This however does not make me forget that there are policies, legislations and procedures that need to be observed. Every form of communication goes along with accountability, to ensure that it does not jeopardize the discharge of responsibilities bestowed on me (DH, 2004). Communication has also enabled me to exemplify my skills to a wide range of persons and help resolve any differences that may accrue. This has helped me to address people of diverse backgrounds consistently especially when delivering information that I feel may not be pleasant such as the death of a close relative. This is accompanied by giving relevant feedbacks which comply with institutional policies and procedures. Decision making is another attribute which have gained through effective communication. There are some instances when I am expected to provide an immediate feedback especially on life threatening matters. Effective communication has also helped me in the resolution of disputes arising during the daily discharge of my duties. These skills do not only apply to professional life and have come in hand to shape my personal life towards the positive direction. It is based on this argument that Moullin (2002) states that communication dimension applies to all the sectors where there is interaction between people. Moullin also notes that this does not come without challenges for instance where the actions of people are beyond their control, poor historical background in communication and complexity of circumstances which may sometimes go beyond once control. Communication comes in handy when advocating issues on behalf of my colleagues, asserting a stand and retaining its adversity, revelation of unwelcoming news and supporting the recipients of the news. Communication has also emerged vital in the delivery of presentations which significantly encourages active contribution by the audience (DH, 2000). Influence of equality and diversity dimensions in my current practice and personal life According to Moonie, Bates and Spencer-Perkinsd (2004), equality and diversity are two crucial dimensions that have enable me in my profession to improve my interpersonal relationships with people. It has assisted me in my interactions with clients, colleagues and people across various institutions. I have appreciated the diversity that exist within the society and have learnt to appreciate people of diverse cultures, ages, creeds and other social backgrounds. The nursing profession has exposed me to diverse issue which can only be addressed by accommodating and appreciating people the way they are. My movement from one institution to the other within the health sector has improved my performance after being exposed to different values and challenges which have made me a better nurse. My support for equality has been unperturbed and I have learnt various policies and legislative procedures which assess the effectiveness of institutions for instance the Gender Recognition Act, 2004 (Cooper, 2004). Equality has helped me to appreciate the fact equal opportunities need to make accessible to all people irrespective of their financial capabilities. Through my understanding of equality and diversity, I have perceived the extent to which laws could be applied to foster culture and to address the discriminatory challenges that engulf the society. I have also appreciated that the success of this core dimension is subject to proper resource allocation, advancement and existence of relevant services. Lastly, equality has motivated me to play the role of being a good model that is considerate of all members of the society irrespective of their shortcomings (Hargie, (2006). Conclusion From the literature cited above, it is exhibited that NHS Knowledge and Skills Framework creates opportunities for information sharing and the implementation of this information enhances service delivery and creates motivation for the staff working in health institutions. NHS has been motivated by its drive for change which has enhanced the implementation of the six core dimensions in health care delivery. Communication which is the first core dimension determines the operations of the other core dimensions. Efficient communication entails establishing a good rapport with various stake holders who include professionals, institutions and clients. NHS Knowledge and Skills framework also identifies and appreciates the significance of equality and diversity while dealing with individuals of various backgrounds. Relevant policies, laws and procedures are put in to place to ensure that discrimination does not jeopardize service delivery in the health sector (Moonie, Bates and Spencer-Perkinsd, 2004). References Berry, D 2007. Health Communication Theory and Practice, Maidenhead: Open University Press. Cooper, D 2004. Challenging Diversity: Rethinking Equality and the Value of Difference. Cambridge: Cambridge University Press. Department of Health, DH 2000. The Vital Connection-an equalities framework for the NHS working together for quality and equality. Department of Health, DH 2003. Equalities and Diversity in the NHS-progress and priorities, London: Department of Health. Department of Health, 2004. The NHS Knowledge and Skills Framework (NHS KSF) and the Development Review Process, Department of Health Publications: London, Retrieved from www. dh. gov. uk/policyAndGuidance/HumanResourcesAndTraining/ModernisingPay/agendaForChange/fs/en Department of Health, 2004. The NHS Knowledge and Skills Framework (NHS KSF), London: Department of Health Publications. Hargie, O. (ed), 2006. The Handbook of Communication Skills. London: Routledge. Hilary, G, 2007. Unequal lives: Health and Socio-economic Inequalities. London: Routledge. KAI, J. (ed), 2004. Valuing Diversity- a resource for effective health care of ethnically diverse communities- a Training manual London: Royal College of General Practitioners. McSherry, R, 2008. An Introduction to Excellence in Practice development in Health and Social Care Maidenhead Open University Press. Moonie, N. , Bates, A. & Spencer-Perkinsd, 2004. Diversity and Rights in Care. Oxon: Harcourt Education Ltd. Moullin, M, 2002. Delivering Excellence in Health and Social Care. Maidenhead: Open University Press. Royal College of General Practitioners, RCGP, 2007. Promoting Equality and Valuing Diversity, 14 Princes Gate, Hyde Park: London.

Essay The Human Impact on Rainforests - 1203 Words

The Human Impact on Rainforests Human Impact on Rainforest is it a necessity? Rainforest are the beautiful gift of Mother Nature. It consists of the most magnificent species and plants in the world. 4.2% of the world’s animals live in the rainforest. This statistic it self shows how bad it would be to destroy such essential part of the worlds biodiversity. Nevertheless there are still huge advantages of deforestation. But does this mean 2.47 acres of rainforest should be destroyed every single second? This mean every second of the day size of two football field is lost forever. Rainforests are the most productive and most complex ecosystems on Earth. Amazon rainforest alone produces†¦show more content†¦The area is left to dry for a few months then burned. Afterwards the land is used for plantation, furthermore a year or two later the productivity of the soil declines therefore the farmers press a little deeper and clear more forest. Not only has this fallen into the category of agriculture, cash crops and cattle ranching are also a part of it. From a rancher’s point of view, they just want to clear out the rainforest for cattle. The rainforest that have not been destroyed are being cleared for food crops, tree plantation or for grazing cattle. Due to the cash crop system the soil fertility is even declining in the rainforest. The main reason the cash crops are grown is because it’s an easy way to get money and they have little concern about the environment. The modern machinery sometimes even cattle damage the land to such extent that there is no further use so they keep on transferring to another land of the rainforest and destroying it similar to the farmers. They fail to understand the disadvantages of transferring land to land. 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