Consider how Shakespeare presents madness Essay Example for Free

Consider how Shakespeare presents madness Essay Consider how Shakespeare presents madness in the play and explain whether you think it does illustrate how, something is rotten in the state of Denmark. One of the main themes in Hamlet is that of madness. Shakespeare conveys madness through not only Hamlet but through other characters as well, such as Ophelia, to covey that that the state of Denmark is rotten. At the beginning of the play, the first thing introduced are the night watchmen seeing the ghost. This is at the beginning because it is the first event in the chain that eventually leads to Hamlet seeking revenge for his fathers death. Although he was upset by his fathers death and his mothers oerhasty marriage, it was the revelation that his father was murdered that he thinks that he must take revenge. When Horatio first speaks to the ghost he recognises that it is unnatural for it to be there; What art thou that unsurpst this time of night, illustrating that he feels that the ghost has wrongfully seized the night. The atmosphere is unsettling and the ghosts unnatural appearance is a sign of the bad things going on in Denmark, especially the court; This bodes some strange eruption to our state. During the times that the play was written, unusual things that happened were seen as a sign that something was not right in the courts; Something is rotten in the state of Denmark. This could be referring either to the whole of Denmark, or just the courts. It is after Hamlet sees the ghost that he decides that he will pretend to be mad; put an antic disposition on, but he does not want his friends to tell anyone what they have seen or that he is feigning madness; Never make known what you have seen tonight, as he believes that this way he can find means to exact his revenge on Claudius for killing his father; And thy commandment all alone shall live within the book and volume of my brain, meaning that all he shall have in his thoughts is how the ghost of his father told him to exact revenge on Claudius. This is the first step in the theme of madness for the play. Although Hamlet clearly says that he will be putting on his madness, it is uncertain whether actually he does go mad during the play, as illustrated in his outbursts towards his mother and Ophelia, and the murder of Polonius. There is much deception during the play, such as Claudius trying to gloss over the fact that he knows that his marriage to Gertrude could be seen as incest by the Church and that Hamlet should have been the rightful heir to the throne; Yet so far hath discretion fought with nature that we with wisest sorrow think on him together with remembrance of ourselves. He says that he is mourning and feels that mourning is appropriate for the old king, but he must think of himself, perhaps hinting at the fact that the death was convenient for him and he has had enough of mourning. This is characteristic of him throughout the play as all he has done and will do is for his own self interest, as when Hamlet asks if he can leave the castle, Claudius refuses, saying; And we beseech you, bend you to remain here in the cheer and comfort of our eye. He appears to be asking him to stay for his comfort, but he actually wants to keep an eye on him because he knows that he is still a threat to him and the throne. He at first seemed to want Hamlet to become like a son to him, but that changes as soon as he realises he could be a threat to him. He also continually uses the words we, our and us to establish himself as the husband of Gertrude and the King of Denmark. Polonius comments; with pious action we do sugar oer the devil himself. To which Claudius replies as an aside; The harlots cheek, beautied with plastering art, is not more ugly to the thing that helps it than is my deed to my most painted word. Claudius admits that he is covering up the truth, continuing the theme of deception, adding to the audiences awareness of the rottenness of Denmark. As there becomes more deception and secrecy throughout the play, it seems that the imagery in the language reflects the deception, and images of disease are used; For the sun breed maggots in a dead dog, being a good kissing carrion. This could be language to refer to how that state of Denmark is rotting, but also Hamlets language seems to reflect his turmoil as he tried to decide what to do about Claudius, and as he gets more frustrated with himself he becomes more abusive towards his mother and Ophelia; You are keen my lord, you are keen. It would cost you a groaning to take off mine edge. He is taunting Ophelia using double meaning. Hamlet is very good at creating double meanings, like when he says to Claudius; I am to much ithsun, which he says as if he is in too much sunshine but also he is saying that he feels too much like Claudiuss son. Later in the play the text says; It will but skin and film the ulcerous place, whiles rank corruption, mining all within, infects unseen. He is saying that corruption, like infection starts within, and the corruption of Denmark will begin with the court. This also links in with madness because madness also starts from within within the mind, and perhaps it is saying that just one unstable mind could bring down all the state. Another way that Shakespeare presents madness in the play is through Ophelia. She goes mad after Hamlet kills her father, but also because of the way Hamlet treated her cruelly. He said to her that he loved her, and there were some hints that he had been intimate with her, but he treats her badly and even tells her that he does not love her. She has been a victim of a corrupt society from Hamlet leaving her and from her father, such as using her as a pawn to spy on Hamlet. After she has become mad, she sings many songs. The first one that she sings is, How should I you true love know. This song could be her recalling the death of her father; He is dead and gone lady, he is dead and gone. This is the first thing that comes into her mind to sing about, so it must be the thing that is foremost in her mind. It could also be that she is recalling how Hamlet is now lost to her, and she is still looking for her true love, because it seems obvious that she has not found him yet. However, the rest of the songs seem to be about Hamlet, as they are about lost love and some of them imply that Ophelia had been sexually intimate with Hamlet; Quoth she, before you tumbled me you promised me to wed. It seems that both her father and Hamlet are responsible for Ophelias madness, and this is reiterated by what Ophelia sings about. Ophelia was controlled all the men in her life, and this was customary for the time, but it seems that they took too much of a hold on her, with none of them considering her feelings, for her father told her to no longer speak to Hamlet as it could affect his career, Laertes also told her to stay away from Hamlet and Hamlet was cruel to her. She also says, after her first song; They say the owl was a bakers daughter. This could just be nonsense, but it could also be referring to her father, saying that once she was the daughter of a man in the court, but now she is just the daughter of a dead old man. Polonius did help the corruption in Denmark, such as spying and trying to make sure his own career was safe, and because of him Ophelia is mad. Hamlet also said that he loved Ophelia, and whereas before he was tender, due to the corruption around him and his succumbing to it, he was a factor in Ophelias madness, which eventually led to her suicide. By the actions of people around her, Ophelia is tainted by the corruptness around, as Hamlet says in the beginning of the play says that she is pure, but later on says she is wanton like all women, and tells her; to a nunnery go. This could be to send her to be protected, or it could be a sarcastic remark telling her to go to a brothel.

Pollution in the USA

Pollution in the USA One of the most eminent problems is pollution and other forms of environmental worsening. While this problem is everything but new, and in reality tends to weaken in the most urbanized countries, the innovation is its global growth, leading to such problems as the global warming. The USA is the worlds leading polluter. The USA has the largest cars and the largest roads to all other countries. This is an inconceivable occurrence to the rest of the world, where car accumulation and gasoline use are instantly equated with pollution and capriciousness. In Europe, knowledge is raised by most governments of the pollution and side effects of burning fuels and heavy taxes are obligatory on these in order to furnish public transportation, dead set against pollution solutions and substitute fuel methods such as LPG and electric power-driven cars. Can the USAs government really maintain to hold its version of dictatorship and free enterprise at the expenditure of every human on the planet? The American Government under President G. Bush was just about put in power solely by money from huge oil companies, but something needs to change. The world sees our restriction of pollutant emissions vital and required that we do this. The USA seems to think that it is not viable and expensive and isnt going to do it! We must reduce pollution, it doesnt matter how expensive it is. It has to be done. The world sees Americas unwillingness with repugnance and dismay. The USA has some environmental issues sorted, like domestic waste discarding. During the 1970s and 1980s the USA made itself obligatory in the campaigns to prohibit the discharge of ozone gases; thanks to its help the hole in the ozone layer is gradually closing, finally. The USA polices the worlds military nations, keeping check on their artillery and intentions. It does not do the same with matters of universal health or pollution. The USA is by far the worlds leading polluter and is also the country that is seen as slightest vigorous in combating world pollution. Failure to approve the Kyoto Protocol is a serious error and much of the world is left in astonish and dismay that the USA ignores these problems. Comprising over 70% of the Earths exterior, water is unquestionably the most valuable natural resource that exists on our planet. Without the seemingly very useful mix comprised of hydrogen and oxygen, life on Earth would be absent: it is vital for everything on our planet to nurture and flourish. Even though we as humans know this fact, we ignore it by polluting our rivers, lakes, and oceans. Then, we are slowly but surely harming our planet to the point where organisms are dying at an incredibly frightening rate. As well as to blameless organisms dying off, our drinking water has become significantly exaggerated as is our ability to use water for leisure purposes. In order to fight water pollution, we must be aware of the problems and become part of the solution. According to the American College Dictionary, pollution is defined as: to make foul or unclean; dirty. Water pollution occurs when a body of water is negatively affected due to the accumulation of large amounts of resources to the water. When it is out of condition for its intentional use, water is considered polluted. There are two types of water pollutants that exist; point source and nonpoint source. Point sources of pollution take place when harmful substances are emitted straight into a body of water. The Exxon Valdez oil spill best illustrates point source water pollution. A nonpoint source delivers pollutants in some way through environmental changes. An example of the type of water pollution is when fertilizer from a field is passed into a stream by rain, in the outward appearance of run-off which in turn affects aquatic life. The equipment exists for point sources of pollution to be monitored and synchronized, even though political factors may make matters worse matters. Non point sources are much more complex to control. Pollution that arises from nonpoint sources accounts for a greater part of the contaminants in steams and lakes. There are many causes of pollution, some including, but not limited to, sewage and fertilizers that contain nutrients such as nitrates and phosphates. In surplus levels, nutrients over encourage the growth of aquatic plants and algae. Extreme growth of these types of organisms as a result clogs our waterways, use up dissolved oxygen as they decay, and obstruct light to deeper waters. This in turn, proves very harmful aquatic organisms as it affects the respiration capability or fish and other invertebrates that dwell in water. Pollution is also caused when slit and other poised solids, such as soil, wash off plowed fields, construction and logging sites, urban areas, and eroded river banks when it rains. Pollution in the form of organic objects enters waterways in many unusual ways, such as sewage, as leaves and grass clippings, or as runoff from farm animals feedlots and pastures. Pathogens are another type of pollution that proves very harmful. They can cause many illnesses that vary from typhoid and dysentery to slight respiratory and skin diseases. These pollutants come in waterways through unprocessed sewage, storm drains, septic tanks, runoff from farms, and mainly boats that dump sewage. Despite the fact that they are microscopic, these pollutants have an incredible affect evidenced by their capability to cause sickness. Three preceding forms of water pollution exist in the forms of petroleum, radioactive substances, and heat. Petroleum frequently pollutes water bodies in the form of oil, ensuing from oil spills. These significant unintentional discharges of petroleum are a vital cause of pollution alongside shore lines. In addition to the supertankers, off-shore drilling operations add a large share of pollution. One educated guess is that one ton of oil is spilled for every million tons of oil transported. Its equal to about 0.0001 percent. Radioactive substances are formed in the type of waste from nuclear power plants, and from the industrial, medical, and scientific use of radioactive supplies. Precise forms of waste are uranium and thorium removal and decontamination. The final form of water pollution is heat. Heat is a pollutant because of the raise in temperatures, which cause death in many aquatic organisms. These decreases in temperatures are caused when a release of cooling water by factor ies and power plants take place. Oil pollution is an increasing problem, mainly devastating to coastal wildlife. Small quantities of oil extend hastily across long distances to form deadly oil slicks. The chief sources of water pollution can be classified as municipal, industrial, and agricultural. Municipal water pollution consists of waste water from homes and business establishments. For several years, the most important goal for treating municipal wastewater was simply to diminish its substance of suspended solids, oxygen-demanding materials, dissolved inorganic compounds, and harmful bacteria. In current years, nevertheless, more stress has been placed on humanizing means of discarding of the solid residues from the municipal management process. The important methods of treating municipal wastewater fall into three stages: primary treatment, as well as grit removal, screening, grinding, and sedimentation; secondary treatment, which entails corrosion of dissolved organic matter by resources of using biologically active sludge, which is then filtered off; and tertiary treatment, in which complex biological methods of nitrogen removal and chemical and physical methods such as granular filtration and activated carbon assimilation are working. The management and removal of solid residues can account for 25 to 50 percent of the funds and operational costs of a management plant. The distinctiveness of industrial waste waters can fluctuate significantly both within and among industries. The shock of industrial discharges depends not only on their combined characteristics, such as biochemical oxygen demand and the amount of suspended solids, but also on their substance of specific inorganic and organic substances. Three options are accessible in controlling industrial wastewater. Control can take place at the point of cohort in the plant; wastewater can be pretreated for expulsion to municipal treatment sources; or wastewater can be treated entirely at the plant and either reused or discharged str aight into receiving waters. Agriculture, as well as profitable livestock and poultry farming, is the starting place of many organic and inorganic pollutants in surface waters and groundwater. These contaminants take account of both residues from wearing away cropland and compounds of phosphorus and nitrogen that somewhat originate in animal wastes and viable fertilizers. Animal wastes are high in oxygen challenging material, nitrogen and phosphorus, and they over and over again harbor pathogenic organisms. Wastes from viable feeders are controlled and predisposed of on land; their main threat to natural waters, as a result, is from runoff and leakage. Control many entail settling basins for liquids, some degree of biological treatment in aerobic or anaerobic lagoons, and a range of other methods. Ninety-five percent of all fresh water on earth is ground water. Ground water is established in natural rock formations. These formations, called aquifers, are vital natural resources with many uses. Nationally, fifty-three percent of the inhabitants rely on ground water as a supply of drinking water. In rural areas this number is even more elevated. Eighty-one percent of the society water is reliant on ground water. Although the 1992 Section 305(b) State Water Quality Reports indicate that, overall, the Nations ground water quality is good to excellent; many local areas have experienced significant ground water contamination. Some examples are leaking underground storage tanks and municipal landfills. Without a doubt, the problems connected with water pollution have the capability to disturb life on our planet to an enormous extent. An independent governments purpose is to protect people, its populace, and the populace of the world. In industrial countries it is the Governments job to keep commercialism in order and protect people from disparity, domination and worldly practices of big business. Some people have been required to wonder if the American government can still be considered to be working for the welfare of the people anywhere in the world, or if it is without a doubt merely the worlds largest corporation.

Marketing Strategies of Primark

Marketing Strategies of Primark 1.0 Introduction The research report under consideration is aimed to explore the significant role played by Marketing Strategies in todays modern and dynamic business environment. Marketing has gained substantial importance and has become first priority of decision makers in any organisation. This document presents a research report analyzing and forecasting marketing environment faced by leading retailer Primark with special focus on competitive analysis. Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is second largest clothing retailer in terms of sales and revenue with its existence mainly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it will become leading clothing retailer. This extensive research is aimed at exploring current marketing strategies adopted and evaluating their effectiveness. The critical review of current segmentation, targeting, positioning and branding strategies of Primark and an extensive market analysis is carried out to suggest future marketing strategies and growth areas and to improve and sustain quality of services provided. The expected outcomes of document are recommendations to use marketing strategies tactically in decision making to enjoy sustainable growth. 1.1 Reason for choosing the topic I have selected this topic realizing the fact that in todays intensively competitive business environment, financial successof any company depends on combined efforts of its financial strategy and marketing strategy. In fact, only those companies thrive in business who works closely with their customers; and, marketing has become a successful tool to create a relation with customers indirectly. From small to large, every organisation is realizing that effective marketing strategies can add value and exert tremendous influence over their ability to attract customers, leaving positive impact on companys performance and profitability. â€Å"Marketing is defined as management process that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking mix variables (Product, Price, Promotion and Distribution) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors; and forces outside that affect marketing managements ability to develop and maintain successful relationships with its target customers (For further information on Marketing Environment, see Appendix I). 1.2 Reason for choosing Retail Industry and Primark Reason for choosing retail industry for research project is because it is a high profile and constantly changing business at the sharp end, but now-a-days, retail industry in UKis under high pressure as key factors like troubled mortgage and housing market, rising fuel prices and utility bills, high interest rates in UK are challenging retail environment as compared to years of strong growth between 2002 and 2004. Formally retail is defined as â€Å"sale of commodities to household or ultimate consumers† (Barry and Evans; 1986).Retail industry can be categorised in various sectors as food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers etc. But now discount, budget or value retailing in UK has taken on a higher profile over recent years despite effects of recession. Especially interests have largely centered on growth of value or discount clothing retail industry. The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is second largest clothing retailer in UK in terms of sales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession times of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing business environment which demands that marketing process of a large retail organisation like Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to determine its effectiveness. 2.0 Primark: A Brief Overview Of The Business Primark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with fashionable clothing regardless of social status. It emerged as major force in the British retail industry, contributing through its low price value and great quality fashion products for everyone in society as a whole and leaves remarkable impact on social, environmental and ethical behavior of people. Primark does not rip off its customers and presents excellent example of it motto which states â€Å"look good, pay less† Primark, (2010). Most of their clothes are bought from same factories as other fashion retailers and people producing them are paid exactly the same whatever label and whatever price in shop. Companys success is based on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high quality, fashion basics at value for money prices. They are able to offer such good value and good quality because of low mark-ups and big volumes. Their overhead costs are extremely low as they do not run expensive advertising campaigns; instead they have wonderful strategic marketing approach that stands them out. 3.0 Marketing Strategy Of Primark Retail clothing industry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. Strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Primark has well organized strategic Target marketing and Product marketing approaches in place. 3.1 Target Marketing Approach Strategic marketing is about achieving maximum possible differentiation over competition in meeting customer needs, gaining and sustaining competitive advantage and capitalizing on corporate strength and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements more closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only increases opportunity but also reduces overall costs incurred by company. This process is called target marketing and it must be carried out systematically to be effective and for this purpose it can be divided into three stages as in Figure; 3.1.1 Segmentation At first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to respond favourably to different products, services or marketing mix. Company needs to determine most appropriate basis for segmentation, identify characteristics for each segment and develop criteria to evaluate their commercial attractiveness and viability. Market segmentation allows managers to see clearly the diversity within their markets and uncover opportunities that may exist or segments whose needs have not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each base As Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all above determined segmentations bases and variables are important but demographic factors are the most straight forward base for segmenting Primarks consumer market, as they are most meaningful. Main demographic variables for Primark consumer market are identified as in charts below. All demographic factors are identified according to their percentage relative attractiveness for targeting them depending upon their market share for Primark. Hhighlighted segments in diagrams are identified as most meaningful for Primark and they must be targeted to gain marketing objectives. 3.1.2 Targeting Next stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, developing an appropriate marketing mix for them and develop segment coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in order for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. Once determined which segment attractiveness factors are important, evaluate each of those factor against selected segments using segment attractiveness evaluation matrix below; There are four different targeting approaches can be considered to develop marketing mix to meet marketing objectives. Undifferentiated marketing is used for one marketing mix, targeted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who will have control over other segments. Customised marketing is used for one marketing mix per customer as in figure below; For Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers can be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments. 3.1.3 Positioning In third phase of product positioning all marketing mix elements are designed to fit a given place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further information). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a brand. For instance, it was identified from a sample of female teenagers that were surveyed, that being trendy and stylish, having a good range of clothing, and good brand reputation, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark. Brand positioning provides insight into brand performance and gives important inputs for marketing communications used to support a brand. Through communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and convenience; and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money. 3.2 Product Marketing Approach A companys performance is closely linked to its marketing strategies. Each companys strategy must be unique since each company is different with respect to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix; I plot current and potential products along one axis and current and potential new markets along other axis. Thus it demonstrates low and high risk options and helps to think about business growth with new or existing products in new or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a series of suggested growth strategies. Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or increase market share of its current products by a combination of competitive pricing strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market unattractive for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and increases its usage by existing customer. One of penetration strategy adopted by Primark is expansion of shop floors and opening new stores. Market development is a growth strategy where business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including moving to new geographical markets; for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by launching high tech website for online sales. Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can appeal to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, it must have a clear idea about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure; 4.2.1 Product Portfolio Analysis Marketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham; (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, â€Å"Marketing Mix is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others†. Marketing Mix is viewed as combination of elements that contribute to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure below; Primark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated catering not only profitability but also considering customer needs as in figure, Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements. 4.3 Brand Strategy A successful marketing mix contributes to good marketing of a product; hence there must be a brand strategy in place. American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers†. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target Customer and/or Client, Competition Product and Service Mix, Unique Selling Proposition First step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an extensive brand portfolio; Brand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives include: Delivers message clearly Confirms your credibility Connects your target prospects emotionally Motivates buyer Concretes User Loyalty Gaining a specific number of new clients in next year Positioning company as an industry leader in next 12 months To succeed in branding company must understand needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand.   With a strong brand company builds credibility, has more influence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower. Identifying marketing targets enables company to find opportunities available. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both time and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious. Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can keep your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can competition, timing, financing, location, lack of demand, suppliers not meeting demands and targets. In order to face these obstacles its important to spend time doing a careful analysis of products or service to assist in developing brand, and positioning products in the market. Last step in brand strategy is branding companys identity in marketplace where image is all about appearance of packaging. Its important to realize that packaging always either has a negative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others recognize often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, answering system, presentation of finished products. Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous battle for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitiv e offerings. It must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, business development and even business partners. Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is facing many challenges and standing at verge of it survival in long term. Market Research World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals data by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last six months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to survive in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries; second one is the development of six added-value activities: niche, Quick Response, full package, innovation, branding and retail. Elaine Giles, Research Manager, TNS says, â€Å"Shoppers are starting to favour higher priced retailers and premium end of market is performing well. Growth of value sector last year came on back of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate.† 4.0 Strategic Marketing Environment Analysis Primark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. Discount cloth retailing in UK has several characteristics including clearance outlets, core business discounters, planned purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation; Porters Five Forces Analysis, SWOT Analysis and PESTLE Analysis. 4.1 Porters Five Forces Analysis First of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A below; The threat of new entrants in market is a critical element haunting Primark much as there are less entry barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to defend their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry. Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no substitute for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute. Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market. Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in child labour and Primark has to cut-off ties with them immediately which is definitely a big blow for Primark. Primark pays its supplier competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs. Apart from five forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below; (For PESTLE Analysis, refer to Appendix II; and for SWOT Analysis, Appendix III) Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market; Primark has adopted an approach of â€Å"Think globally, Act locally† as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers. Primark faced a major blow to its reputation on 24 June, 2008 after being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth  £700 million and is dedicated to improve their standard of living and quality of life. For this, Primark has established ‘Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In response to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stopped buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it ‘Achiever in year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV) Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish. Using this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned according to these drivers.   Understanding complexity associated with different attributes and brands can be made easier by developing a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceived according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition. Mapping can provide significant insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differentiate on attributes that matter to customers and how to compete more effectively in target market. 4.2 Competitor Analysis Like any other business, Primark is also facing tough competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise. In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available; while Primark do not use even single media for advertisement. Marks and Spenc Marketing Strategies of Primark Marketing Strategies of Primark 1.0 Introduction The research report under consideration is aimed to explore the significant role played by Marketing Strategies in todays modern and dynamic business environment. Marketing has gained substantial importance and has become first priority of decision makers in any organisation. This document presents a research report analyzing and forecasting marketing environment faced by leading retailer Primark with special focus on competitive analysis. Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is second largest clothing retailer in terms of sales and revenue with its existence mainly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it will become leading clothing retailer. This extensive research is aimed at exploring current marketing strategies adopted and evaluating their effectiveness. The critical review of current segmentation, targeting, positioning and branding strategies of Primark and an extensive market analysis is carried out to suggest future marketing strategies and growth areas and to improve and sustain quality of services provided. The expected outcomes of document are recommendations to use marketing strategies tactically in decision making to enjoy sustainable growth. 1.1 Reason for choosing the topic I have selected this topic realizing the fact that in todays intensively competitive business environment, financial successof any company depends on combined efforts of its financial strategy and marketing strategy. In fact, only those companies thrive in business who works closely with their customers; and, marketing has become a successful tool to create a relation with customers indirectly. From small to large, every organisation is realizing that effective marketing strategies can add value and exert tremendous influence over their ability to attract customers, leaving positive impact on companys performance and profitability. â€Å"Marketing is defined as management process that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking mix variables (Product, Price, Promotion and Distribution) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors; and forces outside that affect marketing managements ability to develop and maintain successful relationships with its target customers (For further information on Marketing Environment, see Appendix I). 1.2 Reason for choosing Retail Industry and Primark Reason for choosing retail industry for research project is because it is a high profile and constantly changing business at the sharp end, but now-a-days, retail industry in UKis under high pressure as key factors like troubled mortgage and housing market, rising fuel prices and utility bills, high interest rates in UK are challenging retail environment as compared to years of strong growth between 2002 and 2004. Formally retail is defined as â€Å"sale of commodities to household or ultimate consumers† (Barry and Evans; 1986).Retail industry can be categorised in various sectors as food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers etc. But now discount, budget or value retailing in UK has taken on a higher profile over recent years despite effects of recession. Especially interests have largely centered on growth of value or discount clothing retail industry. The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is second largest clothing retailer in UK in terms of sales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession times of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing business environment which demands that marketing process of a large retail organisation like Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to determine its effectiveness. 2.0 Primark: A Brief Overview Of The Business Primark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with fashionable clothing regardless of social status. It emerged as major force in the British retail industry, contributing through its low price value and great quality fashion products for everyone in society as a whole and leaves remarkable impact on social, environmental and ethical behavior of people. Primark does not rip off its customers and presents excellent example of it motto which states â€Å"look good, pay less† Primark, (2010). Most of their clothes are bought from same factories as other fashion retailers and people producing them are paid exactly the same whatever label and whatever price in shop. Companys success is based on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high quality, fashion basics at value for money prices. They are able to offer such good value and good quality because of low mark-ups and big volumes. Their overhead costs are extremely low as they do not run expensive advertising campaigns; instead they have wonderful strategic marketing approach that stands them out. 3.0 Marketing Strategy Of Primark Retail clothing industry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. Strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Primark has well organized strategic Target marketing and Product marketing approaches in place. 3.1 Target Marketing Approach Strategic marketing is about achieving maximum possible differentiation over competition in meeting customer needs, gaining and sustaining competitive advantage and capitalizing on corporate strength and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements more closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only increases opportunity but also reduces overall costs incurred by company. This process is called target marketing and it must be carried out systematically to be effective and for this purpose it can be divided into three stages as in Figure; 3.1.1 Segmentation At first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to respond favourably to different products, services or marketing mix. Company needs to determine most appropriate basis for segmentation, identify characteristics for each segment and develop criteria to evaluate their commercial attractiveness and viability. Market segmentation allows managers to see clearly the diversity within their markets and uncover opportunities that may exist or segments whose needs have not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each base As Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all above determined segmentations bases and variables are important but demographic factors are the most straight forward base for segmenting Primarks consumer market, as they are most meaningful. Main demographic variables for Primark consumer market are identified as in charts below. All demographic factors are identified according to their percentage relative attractiveness for targeting them depending upon their market share for Primark. Hhighlighted segments in diagrams are identified as most meaningful for Primark and they must be targeted to gain marketing objectives. 3.1.2 Targeting Next stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, developing an appropriate marketing mix for them and develop segment coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in order for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. Once determined which segment attractiveness factors are important, evaluate each of those factor against selected segments using segment attractiveness evaluation matrix below; There are four different targeting approaches can be considered to develop marketing mix to meet marketing objectives. Undifferentiated marketing is used for one marketing mix, targeted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who will have control over other segments. Customised marketing is used for one marketing mix per customer as in figure below; For Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers can be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments. 3.1.3 Positioning In third phase of product positioning all marketing mix elements are designed to fit a given place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further information). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a brand. For instance, it was identified from a sample of female teenagers that were surveyed, that being trendy and stylish, having a good range of clothing, and good brand reputation, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark. Brand positioning provides insight into brand performance and gives important inputs for marketing communications used to support a brand. Through communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and convenience; and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money. 3.2 Product Marketing Approach A companys performance is closely linked to its marketing strategies. Each companys strategy must be unique since each company is different with respect to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix; I plot current and potential products along one axis and current and potential new markets along other axis. Thus it demonstrates low and high risk options and helps to think about business growth with new or existing products in new or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a series of suggested growth strategies. Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or increase market share of its current products by a combination of competitive pricing strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market unattractive for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and increases its usage by existing customer. One of penetration strategy adopted by Primark is expansion of shop floors and opening new stores. Market development is a growth strategy where business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including moving to new geographical markets; for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by launching high tech website for online sales. Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can appeal to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, it must have a clear idea about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure; 4.2.1 Product Portfolio Analysis Marketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham; (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, â€Å"Marketing Mix is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others†. Marketing Mix is viewed as combination of elements that contribute to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure below; Primark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated catering not only profitability but also considering customer needs as in figure, Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements. 4.3 Brand Strategy A successful marketing mix contributes to good marketing of a product; hence there must be a brand strategy in place. American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers†. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target Customer and/or Client, Competition Product and Service Mix, Unique Selling Proposition First step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an extensive brand portfolio; Brand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives include: Delivers message clearly Confirms your credibility Connects your target prospects emotionally Motivates buyer Concretes User Loyalty Gaining a specific number of new clients in next year Positioning company as an industry leader in next 12 months To succeed in branding company must understand needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand.   With a strong brand company builds credibility, has more influence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower. Identifying marketing targets enables company to find opportunities available. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both time and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious. Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can keep your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can competition, timing, financing, location, lack of demand, suppliers not meeting demands and targets. In order to face these obstacles its important to spend time doing a careful analysis of products or service to assist in developing brand, and positioning products in the market. Last step in brand strategy is branding companys identity in marketplace where image is all about appearance of packaging. Its important to realize that packaging always either has a negative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others recognize often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, answering system, presentation of finished products. Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous battle for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitiv e offerings. It must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, business development and even business partners. Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is facing many challenges and standing at verge of it survival in long term. Market Research World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals data by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last six months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to survive in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries; second one is the development of six added-value activities: niche, Quick Response, full package, innovation, branding and retail. Elaine Giles, Research Manager, TNS says, â€Å"Shoppers are starting to favour higher priced retailers and premium end of market is performing well. Growth of value sector last year came on back of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate.† 4.0 Strategic Marketing Environment Analysis Primark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. Discount cloth retailing in UK has several characteristics including clearance outlets, core business discounters, planned purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation; Porters Five Forces Analysis, SWOT Analysis and PESTLE Analysis. 4.1 Porters Five Forces Analysis First of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A below; The threat of new entrants in market is a critical element haunting Primark much as there are less entry barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to defend their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry. Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no substitute for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute. Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market. Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in child labour and Primark has to cut-off ties with them immediately which is definitely a big blow for Primark. Primark pays its supplier competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs. Apart from five forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below; (For PESTLE Analysis, refer to Appendix II; and for SWOT Analysis, Appendix III) Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market; Primark has adopted an approach of â€Å"Think globally, Act locally† as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers. Primark faced a major blow to its reputation on 24 June, 2008 after being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth  £700 million and is dedicated to improve their standard of living and quality of life. For this, Primark has established ‘Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In response to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stopped buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it ‘Achiever in year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV) Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish. Using this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned according to these drivers.   Understanding complexity associated with different attributes and brands can be made easier by developing a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceived according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition. Mapping can provide significant insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differentiate on attributes that matter to customers and how to compete more effectively in target market. 4.2 Competitor Analysis Like any other business, Primark is also facing tough competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise. In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available; while Primark do not use even single media for advertisement. Marks and Spenc

Role of James Baldwin in the Civil Rights Movement Essays -- NAACP Nat

Throughout most of the 1950’s and 60’s there was a strong push by Black Americans to end their unfair treatment in America. Two main groups during this time were working on this problem. The NAACP and the Nation of Islam were two main groups working on and poised to solve this very dilemma. Despite trying to solve the same crisis their ideas on a solution were very different. Since their views were varied, people in turn had different views on which group they would become associated with. This inspired many writers to publicly display their beliefs on the issue. In â€Å"Down at the Cross,† Baldwin displays favor toward the methodology of the NAACP in the Civil Rights Movement because of their beliefs in the American system. Even though he was partial towards the NAACP he still believed in some of the teachings of the Nation of Islam especially in their views of keeping Black pride and Black values. These notions lead to the fact that Baldwin seeks a mixture of these two factions. The NAACP made many strides in America to help integrate Whites and Blacks. This group’s main method of mixing the races was through the legal system. The path they picked caused many issues with Baldwin and one he perceived is that â€Å"very few liberals have any notion how long, how costly, and how heartbreaking a task it is to gather the evidence that one can carry into court, or how long such court battles take.† (Baldwin 320). So not only is it hard on the pocket, but Baldwin believes â€Å"there is no reason that Black men should be expected to be more patient, more forbearing, more farseeing than whites; indeed, quite the contrary† (Baldwin 321). One can see that Baldwin felt that the NAACP’s methods were slow and that the Black man should ... ...d in this way everyone in America can become part off this greater whole. Then we can learn from each other’s mistakes and successes to become a greater family because â€Å"isn’t love more important than color?† (Baldwin 327). Works Cited Baldwin, James. â€Å"Down at the Cross.† 1955. James Baldwin: Collected Essays. Ed. Toni Morrison. New York: Library of America, 1988. 63-84. Barbour, Floyd B., ed. The Black Power Revolt. Boston: Porter Sargent Publisher, 1968. â€Å"G. O. P. Picks Volpe in Massachusetts.† New York Times 12 Jan 1960. Jones, LeRoi. â€Å"The Need For a Cultural Base to Civil Rites & Bpower Mooments.† Barbour. 119-126. Poussaint, Alvin F. â€Å"The Negro American: His Self-Image and Integration.†Barbour. 94-102. Wright, Nathan Jr. â€Å"The Crisis Which Bred Black Power.† Barbour. 103-118. â€Å"Union Aides Rebut Bias Accusation.† New York Times 5 Jan 1961. Role of James Baldwin in the Civil Rights Movement Essays -- NAACP Nat Throughout most of the 1950’s and 60’s there was a strong push by Black Americans to end their unfair treatment in America. Two main groups during this time were working on this problem. The NAACP and the Nation of Islam were two main groups working on and poised to solve this very dilemma. Despite trying to solve the same crisis their ideas on a solution were very different. Since their views were varied, people in turn had different views on which group they would become associated with. This inspired many writers to publicly display their beliefs on the issue. In â€Å"Down at the Cross,† Baldwin displays favor toward the methodology of the NAACP in the Civil Rights Movement because of their beliefs in the American system. Even though he was partial towards the NAACP he still believed in some of the teachings of the Nation of Islam especially in their views of keeping Black pride and Black values. These notions lead to the fact that Baldwin seeks a mixture of these two factions. The NAACP made many strides in America to help integrate Whites and Blacks. This group’s main method of mixing the races was through the legal system. The path they picked caused many issues with Baldwin and one he perceived is that â€Å"very few liberals have any notion how long, how costly, and how heartbreaking a task it is to gather the evidence that one can carry into court, or how long such court battles take.† (Baldwin 320). So not only is it hard on the pocket, but Baldwin believes â€Å"there is no reason that Black men should be expected to be more patient, more forbearing, more farseeing than whites; indeed, quite the contrary† (Baldwin 321). One can see that Baldwin felt that the NAACP’s methods were slow and that the Black man should ... ...d in this way everyone in America can become part off this greater whole. Then we can learn from each other’s mistakes and successes to become a greater family because â€Å"isn’t love more important than color?† (Baldwin 327). Works Cited Baldwin, James. â€Å"Down at the Cross.† 1955. James Baldwin: Collected Essays. Ed. Toni Morrison. New York: Library of America, 1988. 63-84. Barbour, Floyd B., ed. The Black Power Revolt. Boston: Porter Sargent Publisher, 1968. â€Å"G. O. P. Picks Volpe in Massachusetts.† New York Times 12 Jan 1960. Jones, LeRoi. â€Å"The Need For a Cultural Base to Civil Rites & Bpower Mooments.† Barbour. 119-126. Poussaint, Alvin F. â€Å"The Negro American: His Self-Image and Integration.†Barbour. 94-102. Wright, Nathan Jr. â€Å"The Crisis Which Bred Black Power.† Barbour. 103-118. â€Å"Union Aides Rebut Bias Accusation.† New York Times 5 Jan 1961.

Essay --

The fictional short story by Kurt Vonnegut entitled Harrison Bergeron takes place in a dystopian future. Vonnegut chooses to make the story a satire in order to raise questions concerning how desirable social equality is within this world and how far society will go to achieve it. Like many dystopian, bleak, futuristic worlds, Vonnegut presents very clear aspects of how society is influenced by propaganda and the extent to how powerful a tool propaganda can be. After reading and analyzing this story, I will attempt to explain how Kurt Vonnegut’s life could have influenced his position on propaganda found within this short story. Furthermore, these elements will be matched to those common propaganda strategies discussed in this class and relate how this may impact any modern society. Vonnegut's experience as a soldier and prisoner of war had a defiant influence on his work. He served as a private and was captured during the Battle of the Bulge in World War II. He was chosen as a leader of the POWs captured because he spoke a little German. After telling the German guards "what [he] was going to do to them when the Russians came,† he was beaten and had his position as leader taken away. Vonnegut was one of the lucky ones to survive an attack in a meat locker used by the Germans as a detention facility. Vonnegut said that the aftermath of the attack was "utter destruction" and "carnage unfathomable." This experience was the inspiration and central theme for many of his other books including Harrison Bergeron. The Germans put the surviving POWs to work, breaking into basements and bomb shelters to gather bodies for mass burial, while German civilians cursed and threw rocks at them. Harrison Bergeron is what seems to be a negative po... ...y to show just how absurd a life living with handicaps can be. The handicap system is a metaphor that tries to bash the ideas of communism that he undoubtedly incorporated from history using Hitler’s Germany and Cold War Russia as examples of how this system is flawed. The satire is further enforced by the elements of propaganda that he uses in the story. The television is the medium in which all people in society use to get their information. It is a powerful tool and Vonnegut has the entire story’s setting be only around the television to show just how much people rely on it. He also shows how propaganda has conditioned people to follow what the State wants them to do by appealing to the people’s logic that no one person should be than another. A good idea in principle, but in action, it causes a lot of harm and only benefits the State or the people in control. Essay -- The fictional short story by Kurt Vonnegut entitled Harrison Bergeron takes place in a dystopian future. Vonnegut chooses to make the story a satire in order to raise questions concerning how desirable social equality is within this world and how far society will go to achieve it. Like many dystopian, bleak, futuristic worlds, Vonnegut presents very clear aspects of how society is influenced by propaganda and the extent to how powerful a tool propaganda can be. After reading and analyzing this story, I will attempt to explain how Kurt Vonnegut’s life could have influenced his position on propaganda found within this short story. Furthermore, these elements will be matched to those common propaganda strategies discussed in this class and relate how this may impact any modern society. Vonnegut's experience as a soldier and prisoner of war had a defiant influence on his work. He served as a private and was captured during the Battle of the Bulge in World War II. He was chosen as a leader of the POWs captured because he spoke a little German. After telling the German guards "what [he] was going to do to them when the Russians came,† he was beaten and had his position as leader taken away. Vonnegut was one of the lucky ones to survive an attack in a meat locker used by the Germans as a detention facility. Vonnegut said that the aftermath of the attack was "utter destruction" and "carnage unfathomable." This experience was the inspiration and central theme for many of his other books including Harrison Bergeron. The Germans put the surviving POWs to work, breaking into basements and bomb shelters to gather bodies for mass burial, while German civilians cursed and threw rocks at them. Harrison Bergeron is what seems to be a negative po... ...y to show just how absurd a life living with handicaps can be. The handicap system is a metaphor that tries to bash the ideas of communism that he undoubtedly incorporated from history using Hitler’s Germany and Cold War Russia as examples of how this system is flawed. The satire is further enforced by the elements of propaganda that he uses in the story. The television is the medium in which all people in society use to get their information. It is a powerful tool and Vonnegut has the entire story’s setting be only around the television to show just how much people rely on it. He also shows how propaganda has conditioned people to follow what the State wants them to do by appealing to the people’s logic that no one person should be than another. A good idea in principle, but in action, it causes a lot of harm and only benefits the State or the people in control.

Factors Influencing Employee Performance Essay

1. Introduction 1.1 Background of the study There are many challenges which hinder the delivery of public service reforms in Africa (Lienert, 2003). The factors include those relating to human resources like manpower deficiencies and lack of psychological dispositions and shortage of financial and material resources necessary for effective delivery of services. The problems of accountability as well as ethical issues also continue to affect effective delivery of public service. In an effort to mitigate some of these challenges, the Government of Kenya (GOK) has in the past launched several reform programs to improve service delivery. Some of these reform efforts include the Civil Service Reform Program (CSRP) (GOK, 1993) whose aim was to enhance public service efficiency and productivity. The program was designed to contain costs, improve performance in the public sector, and consolidate and sustain the gains made by reform initiatives (Opiyo, 2006). The other reform initiatives included the implementation of Results – Based Management that was guided by Economic Recovery Strategy for Wealth and Employment creation (GOK, 2003) whose strategies included developing benchmarks and evaluating the performance of public institutions. In order to enhance the performance of public officers, the government introduced a program where rewards and sanctions were to be used to encourage provision of quality services in the public sector. This paved way for the piloting of the process of in state corporations in 2003 which saw the introduction and implementation of performance appraisals in the entire public sector. Most firms in Kenya now employ some performance appraisal system (GOK, 2009). The Performance Appraisal System (PAS) was introduced by the GOK to refocus the mind of the public from a culture of inward looking to a culture of businesslike environment, focused on the customer and results in addition to improving service delivery (Obong’o, 2009). According to the new PAS, the evaluation of staff performance is supposed to run concurrently with the duration of ministerial performance contracts and the Government Financial year. Targets should meet acceptable quality standards and benchmarks as determined in each category of service delivery; the system should be supported by training of staff, particularly those with managerial and supervisory responsibility; and the process should be regarded as interactive, for mutual agreement between supervisors and appraisers (GOK, 2009). Longenecker and Goff (1992), observed that managers and human resource professionals belief that a PAS is a good tool for human resource management and performance improvement. If well designed and implemented it can benefit both the employees and the organizations (Coens and Jenkins, 2000). According to GOK (2009), the PAS has caused a cultural transformation within the public service from a baseline of extremely poor performance before 2003. The GOK has in the past made some efforts in launching and implementing Public Service Reform initiatives aimed at improving the performance of public servants in service delivery (GOK, 1993; GOK, 2003). However, these reforms have not achieved the envisaged results (AAPAM, 2005; Opiyo, 2006). The introduction of the new PAS (GOK, 2006) is yet another attempt by the Government to manage and improve performance of the Civil Service and Local Authorities by enabling a higher level of staff participation and involvement in planning, delivery and evaluation of work performance. Despite the successful roll out of the program, there is evidence of room for improvement in the process (GOK, 2009) and a lack of knowledge on the factors that influence the PAS in the Ministry of State for Provincial Administration and Internal Security, (MoSPA) Nyamira district, Kenya. Specifically, this study addresses this gap by: (a) Establishing how the implementation process of the PAS in the public sector influences the system; (b) Determining how rater and ratee interpersonal relationship in a PAS context influences the system in the public sector; (c) Determining how psychometric rater accuracy in a PAS context influences the system in the public sector; (d) Determining how the level of information exchange between the rater and the ratee in a PAS context influences the system in the public sector; and (e) Establishing how the attitudes of employees towards the last PAS rating, towards the rater and towards the PAS influence the system in the public sector.

Rationalistic Distaste for Opera Essay

1. Italianate Opera did not conquer every European center without resistance, especially in countries (like France and England) with strong traditions of spoken drama. What exactly does St.-Evremond (p. 201-3) object to about opera, and why? Exactly what parts of a drama does he say should NOT be set to music, and why? People observe the justness if the cincirds; and amidst all the varieties that unite to make the sweetness of the harmony, nothing escapes us. The music is nothing else to our ears but a confused sound that suffers nothing to be distinguished. Beginning of the drama should not be set to music. 2. What do all 3 documents in MWW 54 have to say about machines? Why are they a topic of discussion? The machine has something that is surprising. Machines may satisfy the curiosity of ingenious men, who love mathematical inventions, but they will hardly please persons of good judgment in the theatre. The ancients made on use of machines, but when there was a necessity of bringing in some God. MWW 62: The Conventions of Opera Seria 1. What is the setting of this little story, and how did Goldoni come to be there? Goldoni had just been admitted to the bar in his native Venice, but, finding on clients, he spent his time composing a drama oer musica entitled Amalasunta. Soon he found himself so deeply in debt that he had to flee Venice. 2. How is he treated by the various members of the gathering? They all offered to lend me their support ; but they suggested that before exposing the Drama to the judgment of the impresarios, it would be well to expose it to that of my friends. 3. What exactly were the criticisms of his libretto, and what do these reveal about the reigning conventions of opera seria? His work is simple, Dramma per musica in itself an imperfect composition, has been subjected by custom to certain rules. Those of Aristotle, Horace, and all who have trated of Poetics, but necessary if it is to serve the Music, the Actors, and the Composers. 4. What forces of the opera seria world shaped these conventions? The work Goldoni made, it lead a new style of music. MWW 63: Opera Audiences in 18thc. Italy (Naples, 1765) 1. What did Neapolitans go to the opera to see and do, primarily? See King;s Theatre, where the serious Opera is performed, and of two smaller theatres, called Teatro Nuovo, and the Teatro dei Fiorentini. He also see the dirty kingd of a play house, where they perform a comedy every night. 2. What did the writer admire most about this experience? What elicited his criticism? He never seen more than two or three boxes so occupied, in the same night. The impresario, or manager, is bound to very bad terms, so that his profits are inconsiderable, and sometimes his is a loser.