Wednesday, January 29, 2020
Starbucks Management Essay Example for Free
Starbucks Management Essay Management clearly plays one of the biggest roles in how successful a company can and will\be. Starbucks profoundly shows exquisite and powerful connections with their employees and coffee suppliers. Their management skills shadow Mitz Berg’s liaison roles and Katz’s human and conceptual theories by taking it into their own hands to connect and support each supplier. Not only does Starbucks show these great managerial aspects, they portray the beauty of an open system and use of the modern behaviors in their roles. Starbucks is a great example of a beautifully functioning business, integrated with the interpersonal skills needed to thrive. Management is defined as the process of dealing with or controlling things or people. Dub Hay, the Starbucks Senior VP of coffee, demonstrates some of the best managerial skills needed to be successful in a company. Hay shows that he can properly control the flow of product into a company by also controlling the relationship he has with the product growers. Jerry Miccolis and Marina Goodman state â€Å"†¦ the relationship between any two assets changes with how the assets themselves are performing (47). They put it quite perfectly, relating back to how Starbucks would not be able to operate so perfectly without the proper relationship with their assets, the growers and suppliers. Starbucks, according to Hay, specifically pays more for their coffee from their suppliers so that their suppliers may have a steady income as well. This builds an excellent relationship as well as product security quality and flow into the company. According to an online video, this process is obviously working for Starbucks for they have more than 6,000 outlets in 30 countries with annual revenue of 3. 3 million dollars (http://lc. gcumedia. com/zwebassets/courseMaterialPages/mgt240_starbucks-video-v1. 1. php). This revenue and success are not only measured upon sales, but upon managerial roles as well. Mitz berg has many managerial roles but the one that Hay portrays the best is the liaison role. The liaison establishes and maintains contacts inside and outside of an organization. Hay specifically demonstrates this by ensuring that each supplier of coffee has the best income possible and is producing the best coffee possible. Starbucks chooses its suppliers carefully and makes certain they know the exact practice of producing the best coffee beans. This relationship is what
Tuesday, January 21, 2020
The Theme of Freedom in Poetry Essay -- Maya Angelou Paul Dunbar Slave
The Theme of Freedom in Poetry Write about three poems on freedom: On Liberty and Slavery (George Moses Horton), Sympathy (Paul Laurence Dunbar) and Caged Bird (Maya Angelou). I have chosen to write about three poems on freedom: On Liberty and Slavery (George Moses Horton), Sympathy (Paul Laurence Dunbar) and Caged Bird (Maya Angelou). The full text of the poems is attached. I chose these three poems because the subject matter appealed to me and I believe that the poems convey their meaning very effectively. Upon researching the poems, I discovered that Caged Bird was in fact inspired by Sympathy, which accounts for the similarities in language and imagery, as outlined below. All three poems deal with the subject of freedom using the imagery of birds; On Liberty and Slavery is narrated as a human plea for freedom, and makes reference to birds in that context, whereas Caged Bird and Sympathy both use the imagery of caged birds to explore the theme of loss of freedom. The symbolism of birds is used to depict freedom, as birds are essentially without constraints; in comparison to the limitations of humans, they have limitless possibilities. When a bird is caged, however, it loses that potential and is restricted not by its own limitations, but the limits set by another. This image is explored within the poems to depict the theme of slavery. On Liberty and Slavery ---------------------- On Liberty and Slavery is an example of a metaphysical poem; it deals with the concept of freedom using direct, personal language and contemporary allusions. The rhythm used in the poem is taken from the rhythm of Wesley's hymns; Charles Wesley was the brother of John Wesley (founder of the Methodists) and hymn wri... ...ten by Himself (1845) Sherman JR: The Black Bard of North Carolina: George Moses Horton and His Poetry Chapel Hill: University of North Carolina Press (1997) Rice, A: Radical Narratives of the Black Atlantic, Continuum: New York (2003) Sapphire: Black Wings and Blind Angels, Payback Press: Edinburgh (2001) McCarthy K: bittersweet, The Women's Press Ltd (1998) Secondary Sources: www.poets.org.uk (03/05/2004) http://docsouth.unc.edu/hortonlife/horton.htm (04/05/2004) http://www.christian-bookshop.co.uk/free/biogs/cwesley.htm (07/05/2004) http://www.bbc.co.uk/bbcfour/audiointerviews/profilepages/angeloum2.shtml (07/05/2004) --------------------------------------------------------------------- [1] Sherman JR The Black Bard of North Carolina: George Moses Horton and His Poetry Chapel Hill: University of North Carolina Press (1997)
Monday, January 13, 2020
Prisoner Abuse Essay
Introduction Prisoner Abuse is one of the biggest problems faced by the society. It is one serious problem in many countries worldwide. There are many kinds of abuse experienced by incarcerated men and women, with sexual abuse being the most serious case since the perpetrators is not only fellow inmates but jail guards and prison staff also. Overpopulation is also one form of abuse since the needs of the prisoners are not properly given due to the scarcity of resources brought about by huge population. Drugs and drug abuse are is still prevalent in the prison world. Drugs have been noted to have a detrimental effect to prisoners the impact which may last for a lifetime. These kinds of abuse should be given due punishments because the convicts, no matter how serious their crimes are, still deserve to receive treatment that is rightfully accorded to a human being. More and more inmates are stepping inside jails every year. Majority of them experience extreme abuse that even leads to death of some unfortunate inmates. It is saddening that these experiences of prisoners are hindered by many factors. They cannot demand for justice because their behaviors and emotions are controlled by authorities over them. There are also times when their complaints are not acknowledged since they are already imprisoned due to heavy crimes. This problem however needs to be solved since the effect of the abuse is not only physical; it also affects the sociological and psychological aspect of human beings. However, prisoner abuse is an unfortunate phenomenon that can still be prevented and controlled. Everyone is entitled to fight for his or her human rights. This also includes even the prisoners who are convicted with a crime, and they should not be denied of these rights. Defining Prisoner Abuse Prisoner abuse happens to incarcerated men and women through mistreatments. Incarcerated individuals suffer twice the punishment given to them because of abusive jail guards, jail employees, and co-prisoners. One of the ways in which inmates suffer abuse is through torture. As cited in the Human Rights website, torture in prison is defined as: any act by which severe pain or suffering, whether physical or mental, is intentionally inflicted on a person for such purposes as obtaining from him or a third person information or a confession, punishing him for an act he or a third person has committed or is suspected of having committed, or intimidating or coercing him or a third person, or for any reason based on discrimination of any kind, when such pain or suffering is inflicted by or at the instigation of or with the consent or acquiescence of a public official or other person acting in an official capacity (Fathi, 2008). Violence among prisoners by fellow prisoners or jail guards and employees is also rampant. It is a great problem that should be addressed immediately. Prisoners of all cultures, races, ages, and social status experience abuse at some points of their lives in prison. The socioeconomic status and cultural background have a significant influence in the impact of prison violence. Poor prisoners are more likely to experience abuse because they cannot afford to hire attorneys to defend the kind of life they have in prison. Those who are not natives of one country are inclined to have hesitation when calling out for help because they are not speaking in that country’s language (Richie, 2000). Forms of Prison Abuse Prisoner abuse comes in various forms, all of which cause harmful effects to male and female inmates. It comes in the form of physical, psychological, sexual and verbal. Physical Abuse Physically, the prisoners are abused through hitting and continuous beating. Physical abuse may also manifest as forced work assigned to the victims which is not a part of their punishment when they are convicted. This also includes depriving them of their basic needs such as food and clothing by cruel jail employees. The growing population of corrections may also be considered as form of physical abuse. Due to the large population that results in scarcity of resources, the prisoners do not receive an adequate amount of their basic needs (Idaho Observer, 2006). One of the most controversial and disturbing issues regarding prisoner abuse is the ultimately degrading treatment of Iraqi prisoners in Abu Ghraib in Iraq by American soldiers. A report made by Higham and Stephens (2004) at the Washington Post narrates how the Iraqi detainees were physically violated: Previously secret sworn statements by detainees at the Abu Ghraib prison in Iraq           describe in raw detail abuse that goes well beyond what has been made public, adding         allegations of prisoners being ridden like animals, sexually fondled by female soldiers      and forced to retrieve their food from toilets (Higham & Stephens, 2004). Many of the prisoners who experience physical abuse, particularly those in the Abu Ghraib, are treated like animals. Prisoners are also out of touch with the real world. Their socialization is hindered by many factors. They do not have the capacity to fight back since they are already convicted for the crimes that they made. Other cases of physical abuse go as far as the prisoner’s death. Verbal Abuse There are also instances of verbal abuse to prisoners. They are called imbecile, idiot, moron, and other nasty words by jail guards in order to humiliate them (Higham & Stephens, 2004). Higham and Stephens (2004) add that â€Å"some of the detainees described are being abused as punishment or discipline after they were caught fighting or with a prohibited item†(Higham & Stephens, 2004). According to the Idaho Observer (2006), the guards tend to think that the inmates always do something wrong. One of the guards admitted that if they catch the prisoners’ lips moving, they assume that the latter are not telling the truth (Idaho Observer, 2006). Words that are usually thrown by jail guards to inmates are often harsh and hard to take. These words are more discriminating and humiliating. There are also instances when prisoners who commit mistakes in front of their fellow prisoners are being shouted at by jail guards and employees. These are really improper ways of treating prisoners because it damages their self-esteem and has bad effect on their mentality (Higham & Stephens, 2004). Psychological Abuse            Discipline is far different from torture. However, some jail authorities resort to using psychological abuse and mask it as a method of discipline for prisoners. This happens to prisoners by means of taunting, white noise, and not allowing them to sleep. Such cases of psychological abuse may lead to mental disorders. There are also threats given out to prisoners which cause paranoia and mental and emotional torture. Drug usage in prison may also lead to psychological disorders (Idaho Observer, 2006). One good example of psychological abuse in prison is cited in the May 2006 Idaho Observer report. The said report states that the abuse in the prison may manifest subtly. Instead of inflicting physical harm on prisoners, they are being abused by toying with them psychologically and emotionally. For instance, the jail employees leave the lights on for 17-and-a-half hours straight (4:30 in the morning to 10 in the evening). The guards also disturb the prisoner’s sleep by pointing the flashlights on the latter’s faces every 60 minutes or so, slamming the doors, and speaking loudly (Idaho Observer, 2006). Obviously, lack of sleep will cause one’s mind not to function properly. This kind of maltreatment in prisons is still rampant until today. Sexual Abuse The most popular abuse among prisoners is sexual abuse. There are many cases of forced sexual intercourse inside corrections. This abuse leads to diseases like AIDS and HIV. Sexual abuse is done by forcing prisoners to have sexual encounter with jail guards, jail employees and even their co-inmates. Sexual abuse is not only limited to prison guards and employees. It also occurs inside jail bars, the co-inmate being the perpetrator. Male to male sexual encounter occurs because they don’t have any choice but to satisfy their sexual needs by abusing their fellow male inmates. On the case of female prisoners who were sexually abused, lack of power hinders them to report the incident. There are times when sexual abuse to female prisoners occurs with the consent of the victim. However, this is still a violation of the law (Idaho Observer, 2006). Types of Prison Abuse Cases of maltreatment and mistreatment inside corrections take place when jail guards, any prison employee, or co-prisoner does something inappropriate to other prisoners. It comes in many abusive forms depending on the type. Although something bad is done by the inmate it is still improper to treat them like animals. It is still a case of abuse of power by jail personnel and a violation of human rights. Drugs in Prison Using illegal drugs, drug trafficking and other drug related cases cause individuals to be imprisoned. To end the promulgation of drugs, the drug pushers are detained in jails. However, the issue on drugs does not end here. Some correctional tolerate the use of drugs among prisoners. Others are forced to use it while those who are already users before entering the bars continue to use it. Addiction among inmates of the prohibited drugs is also attributed to stress that they experience in such environment (Uchtenhagen, 2007). Because of drugs being trafficked in jails, inmates who used to use drugs mildly prior to being imprisoned may become highly addicted to drugs. On the other hand, those who do not have any history of drug use may turn out to be drug users as their method of coping with stress and depression (Managing Drugs in Prison, 2007). Source of prohibited drugs are jail employees, jail guards, and those inmates who still have contacts on drug suppliers outside. Other causes of drug abuse inside prison are related to other types of abuse. When one prisoner is abused sexually, he/she is bribed by things like drugs to avoid complaining about the incident. Those prisoners who are users of drugs being incarcerated are blackmailed by using the victim’s personal cravings to drugs to get their consent and agree to be molested. Those prisoners who are weak are being bullied and forced to use drugs by those who are superior inside their cells (Managing Drugs in Prison, 2007). The effects of drug abuse to prisoners are really pervasive. They cannot act and think normally because of substance abuse. Their relationship with each other is also affected as well as their relatives outside the prison environment (Managing Drugs in Prison, 2007). Overpopulation in Prison Every year, more and more people are being incarcerated because of many reasons. Some are guilty of their crimes while others are victims of injustice. The increase in the number of prisoners equates to greater demands for resources and space inside the prison vicinity. However, the inmates are being abused by corrupt prison personnel who ask help from the government to aid the scarcity of prison resources like food, beds and others. In some cases, normal and mentally ill prisoners are combined in one place which makes the situation worse. Prisons which are overcrowded are, more often than not, unsafe as they warn of a riot erupting any time (Idaho Observer, 2006). One of the reasons for prison overcrowding is the incarceration of pregnant women. Women who are giving birth in prisons also increase at the same time. The problem here is not only the condition of the female prisoner but the condition of the infant being born in that kind of environment. The problem arises before and during the delivery since medical support is also inaccessible inside prisons. Sexual Abuse in Prison In some cases of sexual abuse in prison, bribery is included to avoid reporting the bad incident made to prisoners. Those who were abused are given cigarettes, drugs, clothing, access to telephone and other prison privileges in replace of sexual encounters. Offering goods to prisoners makes the sexual abuse possible because prisoners crave things that they only experience outside. Food and drugs are commonly used to perpetrate the abuse. Threats is also involved when forced sexually abuse is done. However, sexual abuse perpetrated by female inmates does not fall in the context of rape. This is because there is no force used to perform the abuse. â€Å"Girls are often framed by probation officers as being overemotional and needy†(Gaarder et al., 2005, p. 578). Male rape is a common thing inside prisons, but as for female prisoners, the enemy is not their fellow prisoners but much worse. They are the male prison guards and correctional staff. Female prisoners who are sexually coerced by jail guards give in because of fear. Sexual abuse is also used in most prisons to cover up more serious problems like drug addiction and carrying of deadly weapons behind bars. There are also cases when sexual abuse serves as the key to escape from jail. Correctional employees assist the escape of female prisoners with whom they have sexual involvement (Human Rights Watch 1996). The problem of sexual abuse among women prisoners is much worse precisely because of their sheer number. Research shows that the United States has earned the distinction of incarcerating the most number of prisoners. Most of these prisoners are women and their number is increasing dramatically at a fast rate. According to studies, since 1980, the number of women entering U.S. prisons has been raised to almost 400%, which is roughly double the incarceration rate increase of males. According to current statistics, nearly â€Å"half of all female prisoners have experienced some form of sexual abuse prior to incarceration†(Human Rights Watch 1996).            The most common sexual abuse in prison always incorporates violence in it. In a report made by the Department of Justice in 2004, there are 8,210 allegations of sexual violence according to correctional authorities, â€Å"the equivalent of 3.2 allegations per 1,000 inmates and youths incarcerated in 2004†(Department of Justice 2005). When violence is mixed with sexual abuse, it is really damaging on the part of the victim. There are physical disabilities that may occur, including broken bones and joints, skin injuries, and many more. The worst cases of prison rape lead to the death of prisoners.            Rape cases also happen to male prisoners. There are male prison guards and correctional staffs that take advantage of the authoritative power and force male prisoners to have sex intercourse with them. Then they disguise their revolting act, by pretending as protectors of the prisoners. It often involves group of prisoners in order to scare the target prisoner to be raped. It is a setup made by having group of prisoners bully the victim and threatening him with body harm. At the point that they will hurt the victim, the so-called â€Å"protector†will try to defend the victim and scare the groups away. In order to repay the savior (a jail guard, a jail staff or a co-inmate), the inmate will be asked to do favors and be repaid sexually. Causes of Prison Abuse            Abuse of power is the main reason why there is such thing as prison abuse. Those who are in authority take advantage of their power and demands many things from others. Such dominance causes abuse and torture to poor convicted criminals trapped behind bars. The lack of courage to speak for the truth and shout for justice is also a reason why the abuse is done over and over to prisoners. Cases of sexual abuse are included in this example and cited in the Human Rights Watch website. These are the words of a male prisoner who was raped inside the institution. As he recalls: â€Å"I’ve been sentenced for a D.U.I. offense. My 3rd one. When I first came to prison, I had no idea what to expect. I’m a tall white male, who unfortunately has a small amount of feminine characteristics. And very shy. These characteristics have got me raped so many times I have no more feelings physically. I have been raped by up to 5 black men and two white men at a time. I’ve had knifes at my head and throat†¦There is no supervision after lockdown†(Human Rights Watch 2006),            When a prisoner looks appealing among the rest, there is a great chance of being molested by prison guards. Some prisoners use their charms to have access to other things like phone calls and extra food during meal times (Human Rights Watch 2006). Effects of Prisoner Abuse            The effects of prisoner abuse can last a lifetime. The trauma and depression can be inculcated in the minds of prisoners who were physically, psychologically, verbally and sexually abused and leave them scarred permanently.            Those who were brutally abused through physical means have traces of scars and bone injuries that cannot be treated anymore. There are also cases of physical abuse when one inmate is forced to have a tattoo by their fellow inmates. The denial stage comes in when they are visited by their relatives and ask what happened to them. They will try to hide the fact that they are abused by people who should have looked after them and just discipline them instead of giving them torture. Most prisoners are afraid of telling the truth because harder punishments will be given to them by their perpetrators (Men in Prison, 2008).            Mental illnesses are also developed as years go by inside prisons. This is because the wide spread of drug abuse is rampant. It is obviously known that prohibited drugs cause malfunction in the brain. Other diseases like STDs (Sexually Transmitted Disease) and AIDS are attributed to sexual abuse inside prisons. This is the reality in the prison system which has been institutionalized in the societyâ€â€a kind of system that contributes to the perpetuation of violence inside prisons (Men in Prison, 2008).            Prisoner abuse also has sociological effects on the prisoner. The traumatic experience causes fear and trauma that will make him separate himself from everyone. The issue of women inmates giving birth to their child is also included because of prisoner abuse. The child is automatically separated from the mother once born inside the prison. In effect, the child may grow up without the necessary care and attention which is expected to be given by the biological mother. There are even cases of pregnant prisoners who are raped by prison guards. Such sexual abuse is really unbearable for the victim and their families. It does not only impact the prisoners but the institution as a whole. The reason why they are incarcerated is for them to be disciplined and not to be tortured and abused (Acoca & Austin, 1996). Sexual abuse makes the institution not credible in disciplining the prisoners. Instead, they themselves should be incarcerated as well.            When prisoners experience abuse, the effects can last a life time. The nightmare will forever haunt them and may lead to mental incapacitation or death at the worst. Those who experience sexual abuse and accumulate diseases find themselves committing suicide than suffer the illness daily. On cases of female prisoners who are raped, there is greater possibility of being pregnant. Being mentally ill is also an additional risk of being sexually abused (Acoca & Austin, 1996). Rights of Prisoners            Although a person is found guilty of a crime, there is still no reason for him/her to be abused inside prisons. There are several studies showing various changes regarding situations of prisoners. Most of the said report involve abuse without due punishment given to the perpetrators. Everyone has the right to seek for justice even if you are already set behind the bars. Inmates do not deserve any kind of abuse inside the correctional. They are placed there to be rehabilitated and disciplined, not to be punished twice for their misdeed.            According to the report made by the Justice Department’s Bureau of Justice, prison population in the United States has grown to 2 million inmates (Longley, 2007). The said research also shows that the escalating number of inmates heightens the problem of sexual abuse while incarcerated. Such demands about this problem should no longer be ignored; preventive measures need be done eradicate this problem.            The rights of prisoners as cited in the Human Rights Website (2008) are based from the International Covenant on Civil and Political Rights (ICCPR) in 1992. These rights address the following: (1) All persons deprived of their liberty shall be treated with humanity and with respect for the inherent dignity of the human person. (2)The penitentiary system shall comprise treatment of prisoners the essential aim of which shall be their reformation and social rehabilitation (Fathi, 2008). ICCPR also guarantees prisoner who were abused that there are remedies at hand to counter such violation of their human rights. The said covenant includes the following: (a) To ensure that any person whose rights or freedoms as herein recognized are violated shall have an effective remedy, notwithstanding that the violation has been committed by persons acting in an official capacity; (b) To ensure that any person claiming such a remedy shall have his right thereto determined by competent judicial, administrative or legislative authorities, or by any other competent authority provided for by the legal system of the State, and to develop the possibilities of judicial remedy; (c) To ensure that the competent authorities shall enforce such remedies when granted (ICCPR, Art. 2, sec. 3, as cited in Fathi, 2008). Solutions to Prison Abuse            Aside from the rights and privileges mentioned above, there are a variety of solutions to end this abuse among prisoners. There are organizations and government groups that help victims of prison abuse. There are also preventive measures that can be followed so as to stop the occurrence of any kind of abuse. People against prisoner abuse are comprised of individuals who seek for justice for those abused prisoners. One of the organizations that have been fighting for inmate rights is the People Against Prison Abuse, organization established in 1994 to help inmates and their family. The said organization aims to assist the families and friends who are currently imprisoned (People Against Prison Abuse, 2008). It attempts to address the following concerns: The tax being paid by taxpayers over the past several years are said to be spent more on prison inmates than public education but it is not visibly seen. The medical care of inmates Overcrowding is always ignored which should not become a norm. Mentally ill prisoners are not properly taken care of and are often abused by guards because they are not trained on how to deal with such conditions. The physically challenged inmates do not have the medical care, equipment, and/or facilities to enable them to be a functional human inside the prison system (6)The vast number of industrial prison complex staff (wardens, guards, and medical staff) commit worse crimes than majority of inmates so they should be punished. (People Against Prison Abuse, 2008). The aforementioned concerns are few of the many appeals of people who want justice for prison abuse. It is also important to support organizations like this to make all people aware and to convince the government to â€Å"investigate conditions within our prisons and to pass legislation to protect prisoners from abuse†(Stop Prison Abuse, 2008). Conclusion It is saddening to note that the judicial system which is supposed to protect the oppressed likewise offers no solution to this problem as it would consider this problem as an internal matter and would rather allow prison officials to handle this matter amongst themselves. The indifferent attitude of the correctional officials to one inmate raping another is likewise depressing. It renders much harmful effects on the condition of the prisoner and the credibility of justice. Prisoner abuse is indeed a pervasive in penal institutions. This problem however is preventable and controllable if preventive measures will be enacted and the government will responsibly address the issue. The response need not be limited to their strict punishment as avoidance measures may be instituted as a matter of prison policy. â€Å"The governments often have limited resources on giving the right prosecution process for victims and offenders†(Hoffman, 1993, p. 1552). Prisoner abuse should be given immediate action so that it will never happen again. Abuse of authority should not be tolerated. This is a serious problem needed to be solved immediately. Not only because the victim is already convicted, but because the victim is a human. Every human being has indelible rights. Conviction for a crime no matter how heinous it is will not strip him or her of these rights. References: Acoca, L. & James, A. (1996).The Crisis: Women In Prison. Draft report submitted to the Charles E. Culpepper Foundation. San Francisco, CA: National Council on Crime and Delinquency. Hoffman, Paul (1993). The Feds, Lies and Videotape: The Need for an Effective Federal         Role in Controlling Police Abuse in Urban America. Southern California Law    Review, 66, 1522. Higham, S. & Stephens J. (2004). New Details of Prison Abuse Emerge. The Washington Post. Retrieved April 30, 2008 from: http://www.washingtonpost.com/ac2/wp-dyn/A43783-2004May20?language=printer Human Rights Watch. (1996). All Too Familiar: Sexual Abuse of Women in State Prisons. Retrieved April 30, 2008 from: http://hrw.org/reports/1996/Us1.htm Human Rights Watch. (2006). No Escape Male Rape in US Prisons. Retrieved April 30, 2008 from:http://www.hrw.org/reports/2001/prison/report.html#_1_2 Idaho Observer. (2008). Seven Years Abuse in Idaho Prison. Pro-Liberty Network. Retrieved April 30, 2008 from: http://proliberty.com/observer/20060520.htm It’s Not My Problem. (2008) Men Stuff Organization. Retrieved April 30, 2008 from:           http://www.menstuff.org/issues/byissue/jailhouserock.html Longley, R. (2007). U.S. Prison Population Tops 2 Million. About.com. Retrieved April 30, 2008 from: http://usgovinfo.about.com/cs/censusstatistic/a/aaprisonpop.htm People Against Prison Abuse. (2008). People Against Prison Abuse. Retrieved April 30, 2008 from:http://www.peopleagainstprisonabuse.com/page1.html Richie, Beth. (2000). Exploring the Link Between Violence Against Women and Women’s Involvement in Illegal Activity. U.S. Department of Justice. Research on Women and Girls in the Justice System. Stop Prison Abuse. (2008) Stop Prison Abuse. Retrieved April 30, 2008 from: http://stopprisonabuse.org/ Uchtenhagen, A. (2008). â€Å"Drug Prevention Outside and Inside Prison Walls.†Joomla!. Retrieved April 30, 2008 from: http://www.drugtext.org/library/articles/97817.htm
Sunday, January 5, 2020
International Matrix Agency - Free Essay Example
Sample details Pages: 28 Words: 8427 Downloads: 1 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Level High school Tags: Marketing Strategy Essay Did you like this example? 1.0 Introduction International Matrix Agency (IMA) will recommend Cafà © Chocolat to enter the Shanghai market on a short term basis. For the long term perspective, IMA hopes that Cafà © Chocolat can be extended to the Asia pacific region. IMA will recommend the city of Shanghai to the candidate for Cafà © Chocolat to introduce its dynamic set of cakes and teas. Don’t waste time! Our writers will create an original "International Matrix Agency" essay for you Create order Shanghai being the new international hub and booming in its financial economy and technology creates more opportunity for the vast majority of foreign workers in the ever so changing city. Shanghai trends and lifestyles are slowly developing towards the western side of the world, yet still keeping its originality and culture. Shanghai has just announced plans to open a Disney land, Disney Land will attract more tourists to go to Shanghai. 2.0 Methodology 2.1 Methodology for analysing Asia pacific market environment IMA will only use Secondary data to understand and analyse the market environment in Shanghai. Online and political journals will be used to explore the economics and financial environment, social class, and different branding global positioning in Shanghai as well as the culture and legal environment of Shanghai. In the beginning stages, IMA will work with AUSTRADE China, to discuss the possible limitations Cafà © Chocolat might possibly face. 2.2 Methodology for analysing Asia pacific market opportunities Two forms of data would be used by IMA, Secondary data and Primary data. Secondary data involves Media and Internet. Primary data involves Focus groups and Online surveys. The following type of marketing research is used to understand the market opportunities in Shanghai. 2.3 Methodology for developing international marketing strategy  · Method of segmenting end user: IMA will segment the Asian target market by a geographic and demographic factor.  · Method for developing new products and services for the international market: Secondary data would be used to understand the consumer choice of tea, flavour of cakes and European treats. Due to the major culture barriers, Cafà © Chocolat will incorporate the east meets west elements in its cafà © interior design. The Primary data (field research) in Shanghai will be conducted to understand the Chinese beliefs and culture of the geographic region.  · Method of communicating products: IMA will work with the Chinese media to advertise Cafà © Chocolat products through; 1. Word of mouth 2. Public forum 3. Chinese cosmopolitan magazine IMA will arrange logistics out of Australia by â€Å"DHL Australia.†All products will be shipped out from Australia (the possible shipping products may include, flour and baking material).  · International pricing method: IMA recommends customer based pricing for Cafà © Chocolat. With the image of Cafà © Chocolat being wealthy, price must be set to target its end user and relevant segments.  · Export/ Import maintain method: IMA will issue legal contractors to address the issues of safety and wellbeing of the product. IMA will outsource the logistic part of the process to DHL Australia and Shanghai Cansheen Forwarding Co. 3.0 Consumer Belief in Shanghai With intensive research on the host country for â€Å"Cafà © Chocolat†, International Matrix Agency has listed some important element on the consumer mentality in the Shanghai market. The city of Shanghai projects traditional thinking and life style, yet it incorporates the element of the western understanding in life (The Chinese Mentality). Deciding to expand in the Shanghai market means understanding the way of life, and Shanghai citizens mentality towards western dessert In the Chinese culture, the belief of the good and evil is also known as â€Å"Feng Shiu†(Meaning of Feng Shiu, 1999). Feng Shiu plays a vital part in the everyday action in the Chinese community. If the Chinese believe that certain elements are perceived as unlucky, they will avoid those elements and will not associate with them under any circumstances. Feng Shiu can be translated to clothes, furnitures and even food. In the Chinese Lunar New Year, It is recommended to consume â€Å"Red/Gold †food/desert. Red and Gold symbolise fortune and luck (Hery Yansen, 2008). 3.1 Cross culture Scale In the western culture, colours are symbolised in a decorative way. In China, each colour is represented in its own way and has its own story. White and Black represent the colour of death in the Chinese culture; however the colour white portrays purity and peace in the western culture. (ColourSymbolism, Helen South) Chinese consumers usually shop in regards to the colour choices. In China, boutiques usually do not store dark colours inventory, because of the traditional belief that dark colour should only be worn in a case of an accident or in a funeral. As mentioned in section 3.0, Chinese will consume â€Å"Red†food during the Chinese lunar New Year period. During the Chinese New year period, cafes, restaurant and fast food shops redesign their menus in order to satisfy the consumer needs on this special occasion. In McDonald they usually release â€Å"Red Bean Sunday†three weeks prior to the Chinese New Year. Restaurants and cafes will introduce Red cakes (ri ce Cakes), a month before Chinese New Year. Signs and symbols representing a brand should be visually simple to understand. In China, all domestic company logos, use simple primary colours while avoiding the colour black. Chinese consumers are very superstitious on what they buy and consume. The Mobile brand â€Å"Motorola†is a hit internationally. However in the Chinese market, Motorola translated to mandarin means â€Å"Unable to roll†. In the minds of the Chinese businessman this symbolises unable to make profit. Besides the translation, the company logos primary colour is black with a â€Å"Century Gothic†letter â€Å"M†. The letter â€Å"M†created an image of a bat (Appendix 2), which symbolise death in the Chinese culture (ColourSymbolism, Helen South). As stated above, Chinese are very particular with what they buy. They perceive brand logos and signs in a very deep way. IMA will make sure that Cafà © Chocolat incorporates the bene ficial side of the beliefs of â€Å"Feng Shiu†and that the Australian images or culture interpreted in China would not causes any conflict or misunderstanding. 3.3 Country of Origin Effect Research has shown that that the country of origin has an impact on the willingness to buy a product (Josiassen and Harzing, 2008, European Management Review). In the Business Journal of International Business studied, Shimp and Sharma 1987, explained that consumers may tend to have a relation fondness to a product from their own country or may be likely to have a dislike to certain products that originate from certain countries. Chinese are patriotic people and have a sense of strong belief in the righteousness of its country. China holds a strong belief that imported products are of a higher quality than locally made goods. In other words Chinese would buy overseas product over its own country good. The mentality of acting out on patriotism by purchasing goods that are China made has never come across the citizens minds. However, in Australia there is a set mentality that supporting â€Å"Australian made products symbolises patriotism. In Australia advertisement for buying Au stralian made goods is shown to the public. In China there is no advertisement in support to by the countries products. The behaviour of foreign goods in China has no major judgement when facing to choose a product domestically or internationally. 3.0.4 Brand Personality and Culture Meaning In China nowadays the Y Generation is exploring unique cafes to dine in, seeking adventures and unique personality brands to fulfil their needs and desires (Kong, Foong, Ling. [2002]). Cafà © Chocolat brand projects uniqueness from the interior design of its cafe, to its product design of small delicate French style pastries. IMA will segment the Asian target market by a geographic and demographic factor. Geographic factors will include developed towns in which Cafà © Chocolat will be accessible, and demographic factors will include status and income levels. Cafà © Chocolat will be translated as a premium cafe in Shanghai; it will serve top management level as well as young adult segments in Shanghai. The current perception on the personality of Cafà © Chocolat is fun, playful and has a unique sense in French dessert (Adrian Zumbo). In the Shanghai market, the Chinese dessert is known to be unique and extravagant. However there are limits in which the extravagant level ca n be played with in the Chinese culture. It is very important that the product developed by Cafà © Chocolat will not offend the Chinese citizens. IMA will need to make sure that prototypes on the product design is tested in the Asian market before finalizing it to be a core item in the menu 4.0 Situation Analysis In order to enter the Shanghai market without any hick up, it is very important that Cafà © Chocolat knows its internal and external factors. The best way to do this is to conduct a SWOT analysis. IMA has conducted an examination on its internal factors (i.e. identifying its strength and weakness) and its external factors (i.e. identifying its opportunity and threat). In this section of the report IMA uses the â€Å"5 Cs of Marketing†. * 4.0.1 Company analysis * 4.0.2 Customer analysis * 4.0.3 Competitor analysis * 4.0.4 Collaborator analysis * 4.0.5 Climate analysis (PEST framework) For the 5th C, IMA uses the â€Å"PEST framework†to break down Shanghai market macro- structure. 4.0.1 Company analysis 4.0.1.1 Company structure Cafà © Chocolat is a privately owned company. Adriano Zumbo is the founder and the creator of the cafà ©. Currently Cafà © Chocolat has one store in Australia which is located in the heart of Balmain. Cafà © Chocolat is widely known for its use of chocolate in the vast majority of its dishes and uniquely designed treats. Cafà © Chocolat is planning for expansion in the near future (Not Quite Nigella,2009). 4.0.1.2 Goals Cafà © Chocolat has two goals, short term and long term. The short term goal is to gain brand recognition in the nation, and be one of the promising and well known French patisseries in Australia (Adriano Zumbo). Long term goals are to be an international company (Not Quite Nigella,2009), catering to the east and west of the world and to be internationally recognized, and open more stores around the Balmain district (Life style,2008) 4.0.1.3 Focus The main focus of Cafà © Chocolat is using chocolate to all its dessert in the cafe. However the desserts must reflect elegance deemed in French patisseries yet still be innovative and creative. 4.0.1.4 Culture Cafà © Chocolat is an Australian company, however the culture theme in the cafe resembles early Hollywood meet classic French style. Using vintage wood as its wall and having the Hollywood vintage music juke box. Cafà © Chocolat captures the fantasy on how a vintage cafe would have felt like. 4.0.1.5 Strength Cafà © Chocolat is associated with Adriano Zumbo. Adriano Zumbo is a very well respected culinary chef, Adriano Zumbo has been compared to, Pierre Hermà © of Australia (Not Quite Nigella,2009). Cafà © Chocolat is not just a cafe; at night it caters to the culinary enthusiast students to teach them how to bake unique western patisseries. 4.0.1.6 Weakness Cafà © Chocolat only holds two weaknesses. The weakness includes the location of the store convinces and the selection of hot food and seating arrangement. * Location Balmain is a very classy area however for city people to travel it will take around 10 mins by bus. Due to the inconvenient location, consumers are able to substitute Cafà © Chocolat products with other cafe goods. * Menu and seating arrangement The hot food selection of the cafe menu is very generic (selection of sandwich, brownie and lamington) these products can be easily replaced by substitute goods. The interior design of Cafà © Chocolat is unique and classy. However the cafe seating arrangement is slightly uncomfortable to sit on and the air-condition is located in the far end of the cafe. 4.0.2 Customer analysis 4.0.2.1 Numbers of customers IMA has conducted a field investigation in Cafà © Chocolat, the investigation took part for two days. During the two days from the time span of 9am -5pm around 28 different customers enter Cafà © Chocolat (a time span of 40 mins per customer group). In conclusion it can be said that roughly around 28 customers per day visit Cafà © Chocolat. 4.0.2.2 Type of customers in Australia Cafà © Chocolat attracts two different segments, a mature and a family segment. The mature segment and family segment category is created by IMA (Please refer to section 8, for more details into segmentation). 4.0.2.3 Type of customer in Shanghai IMA will recommend Cafà © Chocolat to attract â€Å"office workers†and â€Å"young adult†segment in the Shanghai market. Enjoying western pastries is only seen in the eyes of the intellectual Chinese. Not a lot of Chinese will want to explore the western side of dessert, however the educated and above average class will want to learn, understand and explore the western side of food. (Please refer to section 8 for a more detail explanation on â€Å"Target Market and Shanghai†4.0.2.4 Value drivers Cafà © Chocolat has several value drivers. Below in table 4.1, it illustrates the factors that gives Cafà © Chocolat competitive advantage. Table 4.1 Drivers Advantages/ Benefit Varity of patisseries Cafà © Chocolat focuses on working on chocolate as the base dish. The style and technique used is one of a kind and can only be found in Cafà © Chocolat. Cafà © Chocolat can use this as a differentiation weapon and gain competitive advantage as being a cafe that incorporates chocolate in all of its patisseries. (E.g. warm chocolate soup, chocolate banana cake). The use of chocolate creates extraordinary flavour and the generic taste of chocolate cannot be tasted in some of his cakes. Adriano Zumbo re defines the flavour of chocolate. However there is still a selection in the menu that caters to non chocolate lovers. Environment Cafà © Chocolat is located in a half indoor/outdoor arena. This location gives customers a sense of relaxation where they can enjoy the summer breeze with shelter, or they can enjoy an art deco design interior while enjoying an Adriano Zumbo cake. The environment is not like the other cafes in Australia. It has a resemblance of the early Hollywood and classy French era. Adriano Zumbo Adriano Zumbo gained fame from â€Å"Master chef†. Adriano Zumbo is considered in the same category as â€Å"Neil perry†and â€Å"Ramon Morato†. With Adriano Zumbo name associated with Cafà © Chocolat, many audiences in the show will want to try his infamous creation. 4.0.2.5 Decision process Decision process on buying goods in the mind set of consumer is followed and illustrated in many attitude models. The most basic and well known model is called the â€Å"TRA Model†the TRA model is developed by Martin Fishbein and Icek Ajzen. The model breakdown consumer needs and wants into three categories. 4.0.3 Competitor analysis 4.0.3.1 Market position There are many competitors, both in Australia and in China. In table 4.3 there is a breakdown on Australia and Shanghai major competitors. In both market places the competitors position themselves according to their differentiation attributes. Table 4.3 (competition in Australia and Shanghai) Australia Shanghai Lindt Cafe Starbucks Starbucks Mitchell Patisserie Gloria Jeans Pacific coffee house Mitchell Patisserie Grand Hyatt Bakery Bread top Haagen dez Local own company Paris baguette The six Australian competitors companies are indirect and direct competitors competition with cafe chocolate. All six company above use price leadership as a weapon to gain competitive advantage. The six companies above use differentiation to position themselves. Starbuck uses its Variety of coffee beans, while Pacific coffee house uses it interior design and its wide range of coffees to gain competitive advantage. Sources: adapted from, Bread Dessert in Shanghai 4.0.3.2 Strength In Shanghai the international company already has captured large amount of market share. The big giant in the cafe industry in China has mass capital to increase their promotion and advertisement (Market Trends Global, 2007). Although Cafà © Chocolat is a well known cafe, there is a budget on how much it can spend on advertising and promotion. 4.0.3.4 Weaknesses The owners of Mitchell Patisserie and Starbuck are not well known culinary artist. However Cafà © Chocolat is linked with Adriano Zumbo, Adriano Zumbo is very famous in Australia and in the States for his unique design in western dessert. 4.0.4 Collaborator analysis 4.0.4.1 Joint venture Cafà © Chocolat is not working with any company currently. It does work with charity organisations to bring awareness to certain causes, on September 2009, Cafà © Chocolat hosted a pink ribbon breakfast. (Adriano Zumbo) [1]4.0.4.2 Distribution The distribution channel of Cafà © Chocolat is very limited and small. Adriano Zumbo orders its raw goods (i.e. flour and butter and eggs) from Sydney market. The distribution flow of Cafà © Chocolat in Sydney is; Ø Manufactures (the farmers who supply the raw material)- Ø The wholesaler is (Sydney market) Ø The retailer is (Cafà © Chocolat, who creates the raw material into the product) Ø Converted good will be distributed to the end-user Cafà © Chocolat distributes its own products when customers order the patisserie in bulk. Currently Cafà © Chocolat has two†Toyota Previa†for distribution. A weekly order for the raw goods comes every Monday morning from Sydney market. The imported goods come every fortnight. 5.0 Porters Five Forces Industry Analysis IMA has created a comparison model on the Shanghai market and the Australian Market for the cafe industry. The model that was used to do the comparison is called â€Å"Porter Five Forces Model†. The Five forces model look at the industry in five different perspectives. The five forces are; 1. Power of Suppliers 2. Power of buyers 3. Threat of existing competitors 4. Threat of new entrants 5. Threat of substitutes Shanghai is a big city with complex stores and innovative entrepreneurs to produces the next best things. The five forces model shows as to which part of the industry Cafà © Chocolat can excel in and in which to be more attentive to. 5.1 Supplier Power in China From a ten point scale, supplier power in China would be rated 4. The supplier power is consider a low threat. In China there are many different suppliers. If Cafà © Chocolat faces trouble in a situation where the supplier is taking advantage of the company payment or fluctuating prices, IMA would recommend and find another supplier to receive raw goods from. The switching costs of one supplier to another are not high. 5.2 Buyer Power: From a ten point scale, supplier power in China would be rated 4. 5.3 Competitive Rivalry: Shanghai is grooming itself to become the next international hub. Shanghai is currently giving its main town and villages major makeover to accommodate its new foreign guest, yet still keeping its oriental element. If compared to 10 years ago, Shanghai now has a wide range of oriental cuisine to western cuisine. Cafe chocolate will face a number of rivalry, ranging from small privately own cafes to mass chain cafes. Cafà © Chocolat is a unique cafe in the sense of it products and atmosphere. The possibility of mimicking its products will be very low. Cafà © Chocolat, major competition in Australian made patisseries is â€Å"Michel patisseries†. In Shanghai the international company already has captured large amount of market share. The big giant in the cafe industry in China has mass capital to increase their promotion and advertisement (Market Trends Global, 2007). Although Cafà © Chocolat is a well known cafe, there is a budget on how much it can spend on advertis ing and promotion. 5.4 Threat of Substitution: From a ten point scale, threat of substitution in China would be rated 6. The threat of substitution is classified as medium high. In all countries the food industry substitution is always considered as a high. There is a large amount of western dessert cafe/ shops in China (Austrade 2008). The threat of substitute for all food/drink consuming product are high because they all have no switching costs, and it really depends on the consumer if they enjoy the product itself or not. Potential substitute product Level of substitute Reason 1 Starbuck Product Coffee Cupcakes Pastries Location MEDIUM Starbuck coffee, cupcakes and pastries can be viewed as a possible threat to Cafà © Chocolat products. However a starbuck product uses powder base coffee and flavour to create their products. Cafà © Chocolat uses top quality Australian made product to create its product, making its taste and aroma, giving Cafà © Chocolat much more quality than Starbuck s. The possibility of consumer replacing the Cafe Chocolate product may be caused mainly due to pricing and possibly the location of the shop. 2 Local small breads and cakes outlet HIGH Due to the financial crisis, consumers are more aware on what they spend their money on. The local small stores in the city of Shanghai provide customers with readymade cake and pre package coffee. Customer may see the stores more convenient than Cafà © Chocolat. However the segment of the local stores is not relevant to cafe chocolate segment. The possibility of consumers replacing the Cafe Chocolate products may be cause mainly due to prices and possible the location of the shop. 3 Local Super making generic brand MEDIUM City Supermarket is becoming one of the hot spot for all consumers. The western culture of going to the superstore to buy all goods is becoming a sensational hit in Shanghai. Just a few years back in Shanghai if customers wanted to buy goods they u sed to travel to the local market and buy their goods. City supermarket shows a big leap in the Shanghai market, in westernising its culture. City Supermarket, stores readymade bakery and European style partiers. This may be considered a threat to Cafà © Chocolat, as it produces goods from its area of speciality. 5.5 Threat of New Entry: 6.0 SWOT Analysis and SWOT Matrix The analysis contains the examination of 4 components which distinguish between competitive advantage and disadvantage to position the business in both local and foreign market. Strengths Cafà © Chocolat is associated with Adriano Zumbo. Adriano Zumbo is a well known pastries chef Adriano Zumbos Participation in the ‘Master Chef allowed him to position his reputation in foreign market Cafà © Chocolat, creates unique pantries and consistently gets praised in food reviews. Strong brand recognition in Australia Cafà © Chocolat has become a food blog sensation, which attracts the Australian Asian community. Weaknesses Most of Asian region is dominated and heavily influenced by US goods There is no standard model where Australian products have successfully penetrated the Asian market The quality of its product highly depends on fresh ingredient shipped to China (Temperature control is critical) Cafà © Chocolat is a small company. Cafà © Chocolat does not have the experience to expand to the Shanghai market. Does not have any basic Chinese element Opportunities Cafà © Chocolat can charge a premium price in Shanghai, because the product is different Cafà © Chocolat can focus associate its brand with different charities in China. Australian food exports to China have doubled in the past five years. By 2010, Adriano Zumbo will publish cookery book and pastry class available for public ( the cook book can be translated into Chinese) Shanghai is in the work for building a Disney land, this will double the amount of tourist in the city. Shanghai is the new international hub of Asia. Threats Manufactured goods distributed through diverse channel Arise of several substitute, ie. Cupcakes on Pitt, Starbucks and Michel Patisserie Cultural clashes Chinese consumers have developed sophisticated tastes and needs Without appropriate allies with local distribution, the channel to end user can be limited Limited capital on advertising Possibility of material fluctuation. 6.0.1 SWOT Matrix with 4Ps (Moving â€Å"Weakness†into â€Å"Strength†) 6.0.2 SWOT Matrix with 4Ps (Moving â€Å"Threat†into â€Å"Opportunity†) 7.0 Objectives IMA has broken down the objectives into two different part, short term and long term. Short term is between the first three years of operation. Long term is the fourth year onwards to the tenth year. 7.1 Short term Objectives * Breakeven within two years of operation Expanding Cafà © Chocolat to Shanghai will require a large amount of capital. It is important that Cafà © Chocolat, get back its money in the first two years of operating in China. This is an important goal, because if Cafà © Chocolat is unable to breakeven, the long term perspective will face difficulties. * Brand awareness (ongoing long and short term) Cafà © Chocolat will need to be recognized by the Asian consumers in a positive way. Once the Cafà © Chocolat is recognized in the eyes of the Chinese consumer, it will be easy for Cafà © Chocolat to introduce or create franchises. * Positioning Cafà © Chocolat only produces high quality dessert. It is different from other companies with the variety it offers and its interior of the cafà © in China. It is very important that Cafà © Chocolat is perceived as a high quality brand. Cafà © Chocolat will need to associate itself with top end hotel and distribute it produc t to exclusive parties. 8.2 Long Term Objectives * Franchise Cafà © Chocolat long term objective is to open a few stores in Shanghai. The location of the first store will be in Pu Dong, the recommended second and third store will be around the district of shanghai financial center. * Expand the market Working in Shanghai will bring opportunity and recognition for Cafà © Chocolat. However it is still necessary to expand the Cafà © Chocolat to other markets. Once the Shanghai base is set up and running for a few years. Cafà © Chocolat will use the â€Å"Ansoff Matrix Grid†guide and expand in a new market, while keeping the same design and concept (Appendix 8.2) * New â€Å"brother company†If Cafà © Chocolat is able to succeed its entire short term goal, than a â€Å"brother†company may be considered into expanding the market even more. Currently Cafà © Chocolat is only focusing on the ingredient, chocolate. The new cafà © can focus on another main ingredient, and tap a niche market. (Ex ample â€Å"Cafà © vanilla†focuses on vanilla beans in all its dessert). If Cafà © Chocolat is successful then the brother store would be successful too. 8.0 Target Market IMA will recommend the city of Shanghai to Cafà © Chocolat to introduce its dynamic set of cakes and teas. Shanghai being the new international hub and booming in its financial economy and technology. This creates more opportunity for the vast majority of foreign workers in the ever so changing city. Shanghai trends and lifestyles are slowly developing towards the western side of the world, yet still keeping its originality and culture. IMA will segment Cafà © Chocolats target market according to the geographical location and psychographics of potential consumers. IMA estimates that there will be large demand for high quality patisserie and coffee in Pudong district. According to the trade area analysis (Appendix, Chart 1), Pudong district has the highest educated population and highest consumer purchasing power. (Eng, 2009) Since there are great numbers of international firms located in Pudong district, most of the employees are well educated and influenced by western cult ure. Some of them went overseas for their studies. Therefore, it is easier for them to accept western cafà © culture. In addition, there are several popular travelling spots in Pudong district such as the Pearl Tower and Jin Mao Tower. There are domestic and international tourists who will be potential consumers of Cafà © Chocolat. The estimated target market for Cafà © Chocolat will be analysed on consumers psychographics. Young and fashionable people (Age between 20-40) who love western culture will be one of the target consumers. Businessmen who use cafà ©s as a meeting place and couples who are looking for a great place to impress a date are all potential consumers. Cafà © Chocolat will be a great place for friends to meet and to learn how to make patisseries and coffee. 8.0.1 Market Positioning Positioning statement: ADRIANO ZUMBO Cafà © Chocolat is a chic and fashionable little cafà ©. The skilful work of Adriano Zumbo gives a new name to contemporary French patisseries. Famous for their endless flavours and colour, Adriano Zumbo products are known to be little cakes of heaven. Cafà © Chocolat offers customers a wide range of aroma tea and tender yet delicate bite size cakes. Benefits offered: The main benefit which Cafà © Chocolat will offer its client is â€Å"high quality†and â€Å"differentiated patisseries†. The sub benefit will include relaxing atmosphere and convenient location. Cafà © Chocolat will be located in the heart of busy Pu dong District. In diagram 8.1 it shows the mufti dimensions of the perceptual map of Cafà © Chocolat. 8.0.2 Market Entry Strategy IMA will choose the market entry strategy as â€Å"Wholly Owned Subsidiary†for Cafà © Chocolat. The benefits of Wholly Owned Subsidiary are full control of organisations operations. Cafà © Chocolat does not need to worry about all the risks and anxieties associated with partnerships or joint ventures. It is important to get full control of organisation for the first shop in Shanghai. It will be easier and more efficient for Cafà © Chocolat to manage Shanghais subsidiary. Alternations of products and services will be made to match with local market needs. Considering all the factors of operation and management, wholly owned subsidiary will be the most suitable entry mode for Cafà © Chocolat in Shanghai IMA recommend Cafà © Chocolat to enter Shanghai in the early 2011. This will give Cafà © Chocolat time to collect efficient funds for the Shanghai project. Moreover, Shanghai is now generating more buzz about tourist attraction sight and Disney land. So entering in 20 11 will be a suitable idea for two main reason. The first reason is, give time to shanghai to recover from the financial crisis. The second reason is, in 2011 will be a busy tourism year for Shanghai. 9.0 Marketing Tactics and Strategy IMA recommends three strategies for Cafà © Chocolat to use. Each strategy is tested and used in a new market place. The three strategies can be considered a piggy back strategy for one another. The three strategies are; * 9.1 Ansoff Matrix (Growth Strategy) * 9.2 Blue Ocean Strategy (Value Innovation) * 9.3 Porter Generic Strategy (differentiation) Beside using the three strategies, Cafà © Chocolat will work with four hotel in China (Le Royal Mà ©ridien Shanghai, Four Points by Sheraton Shanghai, Pudong, The St. Regis Shanghai and Sheraton Shanghai Hongqiao Hotel). The four hotels are all well known and sophisticated hotel in China, Which caters to the same target market as Cafà © Chocolat. 9.1 Ansoff Matrix Growth Strategies (Market Development) The Ansoff Matrix was first published in the Harvard Business Review in 1957, and has given generations of marketers and small business leaders a quick and simple way to develop a strategic approach to growth (Appendix 10.1) . Market development is the name given to a growth strategy where the business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including: †¢ New geographical markets; for example exporting the product to a new country. †¢ New product dimensions or packaging: †¢ New distribution channels †¢ Different pricing policies to attract different customers or create new market segments 9.2 Blue ocean Strategy (Value Innovation) The value innovation is recommended to use in the same time as Porter generic strategy (differentiation). The â€Å"Blue Ocean Value Innovation†talks about reducing or eliminating unnecessary cost (i.e. intensive advertising, unnecessary distribution cost and many more aspect that may add cost to a company.), and gain market value or buyer experiences (i.e. one of a kind environment, unique packaging and consistent differentiation). In diagram 10.2 illustrates the basic principle of Value Innovation. In section 10.2.1 and 10.2.2 explains possible cost that could be eliminated and possible benefit that can be increase to master buyers experience. 9.2.1 Factors that could be eliminated: 1. Advertising expenses Advertising cost can never be eliminated, however it could be reduced. IMA will recommend Cafà © Chocolat, to advertise in a social way. This means creating a facebook account, a QQ account (Chinese version of facebook) and be part of a food blog group (e.g. Open Rice China). Social communication advertising does not cost money, and it can help reduce advertising expense. However visual advertisement in the cosmopolitan area will still be needed to attract the relevant target market. Reducing the amount of waiter Cafà © Chocolat, will not hire more than three waiters in Cafà © Chocolat Shop. The waiters will be replaced with computer screen that is moulded into the table. This idea is inspired by the restaurant â€Å"Taiwan†in Sydney, Australia, China Town. Customers are able to order they item on the computer screen, and the order will automatically be transferred to the kitchen or pastries counter. Cafà © Chocolat will reduce the wage expenses if the implemen tation of the computer system waiter is installed. (find the company who creates them) 2. Inventory Cafà © Chocolat will not hold any inventory. This will help Cafà © Chocolat save in terms of storage. Cafà © Chocolat will be a â€Å"made to order†Company. This means that all goods will be book a day advances. This will give the chef time to prepare all the goods. 3. Complicated names of patisseries English is considered the second or third language in the China. Cafà © Chocolat will need to rename certain pastries to make it easy for Chinese people to order. Cafà © Chocolat needs to make sure it does not turn off end user by the products name. For example, American are turnoff drinking red wine because of all it complex name it has (Kim and Mauborgne 2005). 4. Outsourcing Outsourcing will be use for the distribution process. IMA recommend the company â€Å"Shanghai Cansheen Forwarding Co., Ltd†to do all the logistic movement in China. Outsourcing will help Cafà © Chocolat reduce the cost of owning a motor vehicle and help reduces unnecessary distribution expense. 9.2.2 Factor that will benefit buyers experiences 1. Chinese culture To make customer remember Cafà © Chocolat uniqueness, Cafà © Chocolat will need to incorporate the elements of China, Australia and France in the cafe. It is very important that the retail shop of Cafà © Chocolat is attractive and one of a kind. Cafà © Chocolat will step away from the traditional architect of how a Cafà © is perceived. 2. Computer waiters Waiters will be replaces with computers. In section 10.2.1, IMA explains how computer waiter is a cheaper than hiring a waiter. And how it is much more efficient in the ordering process. In appendix 10.2.2 illustrates how the user interface will look like in Cafà © Chocolat. 3. Patisseries Story To give customer a sense of attachment to Cafà © Chocolat products, Cafà © Chocolat will create a story for each of the pastries it serves. The story will incorporate the elements of the Chinese and Western culture in it. It we made in a style of a doggy badge and will be placed on the box or plate when served. Below in table 10.2 is an example on how the story will be like. 4. Patisseries School To make customer appreciate the art of western dessert, Cafà © Chocolat will create a Patisseries school in the Cafà © Chocolat retail shop. The school will run every two months by Adriano Zumbo himself. The advantage of the Patisseries School, is it will gain brand awareness to customers, and the possibility of attracting a niche segment. 9.3 Porter Generic Strategies (Differentiation) IMA Suggest Porter generic Strategy (Differentiation) for Cafà © Chocolat, because the aim and objective of this strategy is to be a firm to be unique in its industry, along some dimension that are widely value by buyers. This strategy will work together with the Blue Ocean Strategy (Value Innovation), to gain competitive advantage. However the generic Strategy did state â€Å"recommended to be lower than the cost premium†(Porter, M. E. 1980). In the generic strategy, IMA will only use the differentiation drivers, on how to make a company unique. In the pricing aspect IMA will not follow the concept of the differentiation strategy. IMA has listed down the uniqueness driver for differentiation. The driver includes; 9.3.1 Pricing Differentiation: Cafà © Chocolat will use the â€Å"Adaptive Approach†this is where Cafà © Chocolat, sets the price according to the market conditions. Whiles using the Adaptive approach Cafà © Chocolat will be using the â€Å"customer base pricing†to set the prices for its products. Section 10.2, explains pricing in more detail. 9.3.2 Promotional Differentiation The selected approach for promotions includes: * Food blogs * Creating fan clubs in the Chinese version of Facebook â€Å"QQ†* Support certain charity * Membership and Create a coupon system Section 10.4, explains promotion in more detail. 9.3.3 Distribution Differentiation All distribution decision, we be out sourced to DHL Australia, for importing goods to China. Shanghai Cansheen Forwarding Co, will be in charge for all the logistic in China. Section 10.3, explains pricing in more detail. 9.3.4 Brand Differentiation: To achieve Brand Differentiation, Cafà © Chocolat needs to make sure it follows and answer he following seven factors. 1. Cafà © Chocolat stands for something important to the customer 2. Cafà © Chocolat values align with the customers values 3. Cafà © Chocolat reinforces the customers self image or how the customer aspires to be perceived 4. Cafà © Chocolat possesses admirable qualities 5. Cafà © Chocolat provides unique or superior customer service 6. Cafà © Chocolat delivers a unique product purchase or usage experience 7. Cafà © Chocolat is entertaining If Cafà © Chocolat is able to follow the eight factors, then it can gain brand differentiation. 9.4 Strategic alliances To gain instant brand recognition, IMA recommends the following four hotels to hold Cafà © Chocolat patisseries. It is recommended that Cafà © Chocolat create a dessert selection or menu for the four hotels to hold. Table 9.4 illustrates the four hotels Cafà © Chocolat will work with: Table 9.4 ( the four hotel Cafà © Chocolat will work with) Hotel Cafe/Restaurant Le Royal Mà ©ridien Shanghai Allure Fine French Cuisine Restaurant Four Points by Sheraton Shanghai Riverside cafe The St. Regis Shanghai Saints International Restaurant Sheraton Shanghai Hongqiao Hotel *All four hotels are located in Pudong District. The strategic alliance, Cafà © Chocolat hold with the following four hotels will be â€Å"Non-equity strategic alliance†. Nonequity strategic alliance is an alliance in which two or more firms develop a contractual-relationship to share some of their unique resources and capabilities to create a competitive advantage. In other words Cafà © Chocolat will only offer limited products to the following four hotels. The hotel will help Cafà © Chocolat advertise its product in all the tourist brochure, official hotel website and room service menu. In return Cafà © Chocolat will not sell the pastries that are being distributed to the hotels. Cafà © Chocolat will also advertise t he four hotels thought, it electronic waiter screen saver and name four pastries after the hotel. Cafà © Chocolat will be schedule to delivery around 30 pastries to each of the hotel cafe/ restaurant and another 30 for room service order. This means daily a batch of 120 pastries will be delivered to the four hotels. It is estimated that every month the four hotel will pay Cafà © Chocolat CNY 55,800 each which is equivalent to 7971 AUD (exchange rate of 7AUD to 1 CNY). This price is calculated thought the format of approximate price of pastries (roughly around $30) (x) 31 days in a month. 9.4.1 Contract negotiation Legal document will be drawn before any business transaction is to be conducted. In the business contract of each of the four hotels, will clearly state the terms and condition. The contract should only last for 2 years. If a renewal of the contract is anticipated. Cafà © Chocolat can discuss the matter with its local lawyer in Shanghai. The head office in Australia will be in charge of all the decision making process for Cafà © Chocolat Shanghai. IMA will recommend a meeting with the four hotels, to discuss the terms and condition before signing any contract. 9.5 Risk Prevention All products that will be exported out of Australia will be all insured. It is very important that the goods being imported to China all have the quality control stamp. In China, IMA will appoint a local law firm to over look all legal aspect of the Chinese distribution system, making sure that the raw material is delivered in a optimum condition. Cafà © Chocolat headquarter in Shanghai (Kuiyuanzhai Food Factory) will need to be equip with proper food storage to make sure that the imported goods is still useable. DHL Australia and Shanghai Cansheen Forwarding Co., Ltd, will sign a legal document stating and insuring that any damages on good will be under there liability. Cafà © Chocolat, will monitor the goods before letting it be distributed. 10.0 Marketing Mix 10.0.1 Product Packaging design for take out The product design of Cafà © Chocolat is a simple card board white box with Cafà © Chocolat name printed at the side. In the Shanghai market, Cafà © Chocolat take out box will be redesigned in an artistic way. The take out box will be packaged with the colours red and gold. Red and gold symbolise luck and fortune in the Chinese tradition. The new packaging will include a small descriptive story of each dessert. The story will give each dessert its own personality. This will make create an attachment between the consumers and the product. Flavours of tea Cafà © Chocolat offers different flavour of herbal tea. At the present time Cafà © Chocolat is holding up to 7 different flavours of tea. It is recommended that Cafà © Chocolat expands its product offerings in respect to Chinese herbal tea instead of the western European tea. In appendix 10.1 clarifies the existing and new flavours that will be introduced in Shanghai. Logo The original logo of Cafà © Chocolat is pink, white and black. Both the colour in the current logo represents death (white and Black) in the Chinese culture. It is recommended that Cafà © Chocolat changes its logo and use light colours. In section 3.0 it states that â€Å"if the consumer has a perception of the company to be unlucky than the consumer would not want to be associated with it†. Appendix 10.1 shows the three selections on how the propose logo should look like. New products Cafà © Chocolat will introduce a new flavour of chocolate dessert ever month to rejuvenate the company selection in pastier. The new product will follow the theme of the Chinese lunar calendar. 10.0.2 Price Product prices differ from one country to another, mainly due to the cost associated such as tariffs or taxes imposed by the country the product is being sold in (Harvard Business School, 1988). Cafà © Chocolat will place its product price in the premium category. Cafà © Chocolat target market is segmented through geographic region and behavioural factors. The targeted geographic region is usually where all the wealthy Chinese are located. Cafà © Chocolat will use the â€Å"Adaptive Approach†this is where Cafà © Chocolat, sets the price according to the market conditions. Whiles using the Adaptive approach Cafà © Chocolat will be using the â€Å"customer base pricing†to set prices of its products. Table 1 shows the differences in sales prices from the Australia and Shanghai market. Tea Converted Dessert Converted Sandwiches Converted Australia 3.5 AUD 11.5 AUD 9.5 AUD China 10.00 CNY 3.8 AUD 35.00 CNY 5.3 AUD 30.00CNY 4.6 AUD The price set in China would be considered high in the market, however when comparing back to AUD the price will be consider average. Currently the AUD is standing around 1 to 6.5 Yuan (9.00 am; 10th January 2010). Cafà © Chocolat will price its tea at 25 CNY. Dessert (average size) will cost 35 CNY and for a sandwich 30CNY. Table 2 shows the differences in price in the competitor stand point. Competitor Starting price of, Tea Dessert Sandwiches Mitchell Patisserie 5CNY 10CNY 15CNY Pacific coffee house 12CNY 25CNY 30CNY Grand Hyatt Bakery 20CNY 30CNY 35CNY Cafà © Chocolat is targeting the â€Å"rich segment†therefore Cafà © Chocolat is going to price its products in the premium category. Cafà © Chocolat will not give any form of discounts in any of its product. 10 .0.3 Place Cafà © Chocolat will be located in Shanghais new finance and trade zone, Pudong district. Several of Shanghais signature skyline buildings are located in the area. For instance, Jin Mao Tower, Shanghai Tower and Shanghai World Financial Center are all located in Pudong. ‘The Pudong district of Shanghai contains contemporary architecture and modern-feeling districts, in close proximity to major international trade and hospitality zones. (Chinatourdesign, 2009) Shanghai Cansheen Forwarding Co., Ltd is appointed the main distributor for Cafà © Chocolat. All the distribution in Shanghai will be conducted by Shanghai Cansheen Forwarding Co., Ltd. In Shanghai, Cafà © Chocolat will lease a factory space in Kuiyuanzhai Food Factory. Kuiyuanzhai Food Factory will be the main headquarter for Cafà © Chocolat in China. All products will be created in the food factory and then it will be distributed to the retail shop, online customer, hotels and bulk buyers. Raw materials us ed to make the pastries will be imported to Shanghai by DHL Australia. Fresh fruits will be purchased by the Shanghai Meihuiyuan Fruit Wholesaler market. Diagram 9.3, illustrates the connection line in the distribution channel. Before all items are shipped out of Australia, a quality control team will make sure that the raw materials are safe for consumption and then they are certify by the food committee of Australia. 9.0.4 Promotion Food blogs Cafà © Chocolat will hire food critics to translate previous food blogs into Chinese. IMA recommends Cafà © Chocolat to use a form of persuasion called â€Å"Social Proof†. Social proof is where company creates testimonial and blogs for consumer to have an insight on. If the remarks made by the critics are positive, there may be a high chance that consumer may try Cafà © Chocolat products. Creating fan clubs in the Chinese version of Facebook â€Å"QQ†QQ is a popular social site in China. QQ is the Facebook of all Chinese, all youngster and teen enjoy going through it. Cafà © Chocolat will create a fan club page and it will put 500 fans in it. Usually if people see their friends support it, they will support it too. This is a good way to build brand awareness. The reason why 500 fans are already in the fan club is to give a mental belief that Cafà © Chocolat is famous. This may drive customer on trying out Cafà © Chocolat products. Support certain charity In Australia, Cafà © Chocolat supports the breast cancer foundation (Adriano Zumbo). In Shanghai, Cafà © Chocolat will work with supporting fresh food and water to the underprivileged provinces in China. Donation box will be place around the store to attract the cause of the charity, and build a connection between charities and Cafà © Chocolat Create a coupon system Cafà © Chocolat will sell 100CNY vouchers to be used in Cafà © Chocolat. This can be used as a gift giving gesture. Voucher would only start circulation during Christmas time, and Chinese lunar New Year. Membership In Shanghai, Cafà © Chocolat will create a membership card for regular customers. This will have special features like buy five teas and get a free special dessert. The membership card will also help Cafà © Chocolat to tally how many customers enter Cafà © Chocolat daily, and what food and drinks they prefer and purchase on regular basis. 13.0 Implementation The implementation of strategy will be broken down into three parts. Each part take completion period will be base on time. The three phases of implementing the strategy are shown in table 13.0. Table 13.0 (the phases of Implementation) Phases Timeframe Objectives 1 1 month  · Draw up all legal contract ( Distribution, Insurance, Rent space) * Create Social Advertisement  · Renovation on HQ shanghai and Cafà © Chocolat Retail shop  · Conduct a meeting with the four hotels for alliance 2 1 Month * Print work begins for (major advertisement in Pudong , Print hotel Menu) * Distribution trail out (exporting small amount to China) * All cafe furniture installed * Computer waiter installed 3 On going * Start up operation online * Start up distribution in China * Start up Shop The implementation process will take two months of preparation and negotiation before opening the store in Shanghai. The implementation stage will be managed mainly by IMA. IMA will make sure all staff in this project is up-to-date with any changes. IMA will use â€Å"Internal marketing†to motivate staff and outsourcing company to work together as a team, and uses appropriat e management skills to fix any problem. IMA will work with AUSTRAD China to manage the beginning stages of operation for the first couple of months. After six months, IMA will train workers from Cafà © Chocolat on how to manage the distribution and marketing strategies in China. Every six months IMA will check up on Cafà © Chocolat 13.1 Exit Strategy Entering to a new market is considered very risky. However in todays proposal, IMA has listed down the Situation Analysis (internal and external) factor of China and the consumer behaviour mentality in China. With the information presented, it will give Cafà © Chocolat a big insight and understanding of China. However there is always the possibility of Cafà © Chocolat not reaching it short term objectives. It is very important that Cafà © Chocolat Shanghai does not affect the business in Australia. When this happens Cafà © Chocolat will need to have an exit Strategy. IMA recommends closing down the retail branch. Cafà © Chocolat is a private company, therefore no shares can be bought so the only thing possible option to close the retail shop in Pudong and only have the factory. This will make Cafà © Chocolat an online delivery company. If Cafà © Chocolat is unable to solve the financial problem Cafà © Chocolat will need to liquidate its assets. 13.2 Contingency Plan IMA needs to make sure that Cafà © Chocolat will have a safety blanket when issues happen to arise. The possibility of a distributor or the possibility of an alliances breaking contract can happen, even when there is a legal commitment. IMA created a marketing mix in case if something happens. The marketing mix presented below will affect the pricing, promotion and distribution aspect in the marketing mix. Table 13.1 illustrates â€Å"Plan B Marketing Mix†. This marketing mix should only come in affect if the following scenario happens. Possible scenario: Table 13.2 â€Å"Plan B Marketing Mix†Marketing Mix Plan B Strategy Price From customer base pricing, Cafà © Chocolat can change it pricing strategy to cost base pricing (Profit Planned Pricing). The advantage of cost base pricing is this method will ensure Cafà © Chocolat will earn a profit. This type of pricing method is well suited in manufacturing companies. Promotion Cafà © Chocolat will give discount on mass purchase product, and will give discount seasonally. This promotion strategy will be considered the option if any promotional campaign online doesnt work. Place If the logistic companies are unreliable, Cafà © Chocolat will purchase a vehicle. The vehicle will be the main distributor from Shanghai Fruit market to HQ. The vehicle will rented by an outsourcing company, and the driver will be personally hired by Cafà © Chocolat. Depending on the scenario, Cafà © Chocolat cab choice the following three options from Plan B strategy, to help improve the situation. Table 13.2.3 â€Å"The possible disasters in Shanghai, and Contingency Plan†Disaster Backup plan Computer waiter The computer waiter is all software bases. Cafà © Chocolat will keep three software copies in China. The first copy will be located with AUSTRADE; the second copy will be located in the HQ (Kuiyuanzhai Food Factory). The final software copy will be located in the safe of Cafà © Chocolat Shop. The software main version is located in Sydney, Balmain Shop. Robbery Cafà © Chocolat will install the latest alarm system and have four security camera located in each end of the shop. All cash register will be locked in a moulded concert wall. In a case of a robbery, and Cafà © Chocolat cash as been stolen. IMA recommends Cafà © Chocolat HQ to hold some emergency cash. Water Flood Cafà © Chocolat will need to have inventory storage of Cafà © equipment in the Cafà © Chocolat HQ. In case any equipment has been damage. Black out Cafà © Chocolat will have a battery run motor for its alarm system and security purpose. Cafà © Chocolat un-tapping the Shanghai Market Page 25
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