Concept Of Marketing Environment Commerce Essay

Concept Of Marketing Environment Commerce Essay This module gives an introduction to Business environment in which the firm operates. It includes understanding different environments like the Macro environment, micro environment and internal environment. Thorough understandings of these concepts are important for understanding the opportunities, threats, finding weaknesses of the organization as well as its strengths. This knowledge helps the firms to fore plan and makes effective decisions. Introduction to Marketing Strategy Introduction This lesson introduces the role and importance of Marketing Strategy to an organization. When you have finished this lesson you should be able to: Explain the concept of marketing environment Identify the macro environmental factors that affect the organizational policies. Identify the micro environmental factors that affect the organizational policies. Identify the internal environmental factors. Explain SWOT analysis Concept of Marketing Environment The market environment refers to the environment that the business operates in, which includes factors and forces that affect the firms policies and strategies. There are two levels of market environment. Internal and external environment, the external environment can be further divided into Macro and Micro environment. (For reference only) External Environment: The external environment consists of macro and micro environments. Macro environment: The macro environment consists of much larger and broader influences (which impact the micro environment), such as : Demographic environment Economic environment Natural environment Technological environment Culture political environment Micro Environment: The micro environment is made of individuals and organizations associated with the company and would directly impact the decisions of the company. It consists of : Company itself Suppliers Marketing Intermediaries customers Competition Public Internal Environment: Internal environment consists of elements within the organization such as: Employees Management Company policies Organizational culture Organizational structure Company image Experience and expertise Operational efficiency Operational capacity Brand awareness Market share Financial capacity Patents and trade secrets Exclusive contracts For an organization to analyse the overall environment in which it operates, environmental scanning becomes necessary. Environmental scanning is a process of monitoring, evaluating, and transmitting of information from the external and internal environment to concerned people within the organization. (Kazmi, 2008).Environmental scanning would help gather, analyse, and transmit information for strategic purposes. Environmental scanning is carried out by organizations to find out its competencies, weaknesses as well as the opportunities and threats existing in the environment, which is termed as the SWOT Analysis SWOT Analysis: The analysis of the environment in which business operates is referred to as a SWOT analysis. The SWOT analysis aids to find information helpful in matching the firms competencies to the competitive environments. It has a major role in strategy formulation. Internal environmental scanning of the firm helps the firm find its: Strengths (S) Weaknesses (W) External environment scanning can help firms find: Opportunities (O) Threats (T) Environmental scanning is important for every organization due to the following reasons: The environment in which a firm operates is dynamic in nature, scanning becomes necessary to keep track of the changes happening in it. An environmental scan reveals the elements that constitute threats and opportunities available to the firms. It also helps keep the firm informed about competitors activities so that appropriate strategies can be developed on that basis. It is an important tool which gives necessary resource for formulation of marketing strategies. (for reference only) As already discussed the external environment can be categorised into Macro and Micro environment. Example: SWOT Analysis of Walmart Strengths Walmart has become the largest retailer in the US, and perhaps the world. Its huge buying volumes and negotiating style keeps its cost low, which allows them to keep their prices low. People will travel a pretty long distance to shop there. It has invested heavily in software technology to keep tight controls on its operations. Weaknesses Small local businesses often cant compete with Walmart, and go out of business, which often alienates the small local business community. Walmart has been sued for unfair labor practices as well. These and other issues tarnish Walmarts image, especially for those who are directly impacted. Opportunities Growing markets outside the US offers a great opportunity to continue its growth. Threats Being number one in its market, some of Walmarts proven strategies are being imitated, to various degrees, by other large retailers. This will likely make the market for the big box retailers more competitive over time. (Source: http://www.businesstune-ups.com/swot-analysis-examples.html) Resource Case study for SWOT analysis for TESCO Plc, UK- for Student reference -http://www.oxbridgewriters.com/essays/management/tesco-swot-analysis.php Macro environmental Analysis Macro environmental analysis scans the macro factors that influence the organization. The macro environmental analysis is also termed as Pest analysis PESTLE Analysis: PEST stands for Political, Economic, Social-cultural, Technological, Legal Environmental analysis. It is composes of the macro-environmental factors used in the environmental scanning for developing strategic management. It is a critical strategic technique used for understanding market growth or decline, business position, potential and direction for the organizations operations. Composition of the macro environment is as follows: (for reference only) There is certain additional factor other than PESTLE, which are included in the macro environment such as demographic environment. Demographic Environment: Demographic environment consists of the following elements which has a huge impact on the organizations operations: Population growth worldwide: The huge population growth that is seen over the few decades has been an area of concern; the population growth has led to exhaustion of scarce world resources such as fuel, food and natural resources. The other reason for concern is that the population growth is seen generally in those countries which are the lesser developed countries or as called the low income countries who cannot afford to support this kind of population growth. High population growth can have significant implications on the business. Population growth is beneficial for businesses only where this kind of growth is backed with the purchasing power. For example: India and China Both these countries have high population growth and are the countries having the highest population in the world. Whereas Chinese government has a strict one child policy, which has led to a decrease in their population, in India no such policy exists. The one child policy in china has led to one child in a family, which has led to excessive pampering of these children by their family members. Here we can see that even with a high population the purchasing power is high. As the children in china are pampered with toys and other childrens products, the toy stores and other kids related products manufactures find a lot of potential in entering the Chinese market to capitalise on the existing opportunity. Whereas in India the increase in population has not seen an increase in the overall purchasing power of the economy, hence the potential for such type of goods is less. Population Age groups Different countries have different composition of age groups. Population age groups can be sub-divided into Pre-school School going children Teenagers Young adults 25 to 40 Middle aged 40 to 65 Elderly 65 and above The composition of age group of the society determines the kind of products that would dominate the production and market. For example a country has an aging population would have demand for products that would be required for middle aged and elderly population, where as a country with a young population will have potential for children products and products for youngsters. Multi-culture market: The business policies and strategies would be different for different cultural and ethnic groups existing in the society. Education based groups The different kinds of education groups that exist will again determine what kind of products would be demanded in the market. Consumption patterns Household and consumption patterns differ in different societies. Migration and mobility of population Migration of population from one region to another has led to a multi-cultural environment. Where in some countries you can see a mix of different nationals and in others you will find only natives. The business policies and strategies will vary accordingly. All these factors have led to a fragmentation of the market. Businesses have now started to concentrate on smaller markets than mass markets on the basis of these differentiations in population. Economic environment Economic factors would be economic growth, interest rates, exchange rates, distribution of wealth and income and inflation rate. These factors have major impacts on how businesses operate and make decisions. Distribution of wealth and income: The distribution of wealth in the society also determines the consumption pattern of that society. Countries where there is equal distribution of income the consumption level and standard of living of people will be higher. Countries where distribution of income is unequal, the standard of living will be low. The type of products demanded in these societies would also differ. Where the standard of living is high, more of luxury and comfort goods will be demanded. Financial policies: Financial policies also have a huge impact on the consumption pattern of the consumers. Availability of good credit facilities and a well set up credit system leads to a higher consumption level. Natural environment The natural resources which are scarce in nature, needs to be conserved, industries have to be careful how these resources are used. New substitutes for these scarce resources need to be found so that they are sustained. There has been an increase in fuel costs and energy which is used for production. The firm has to keep a close watch on how the energy prices would have effect on its profits. Another cause of concern is the pollution that industrial activities have brought about. The global warming that has become a major global concern. Companies who take this as an opportunity by opting in for pollution control programs such as recycling would be ones who benefit. There are also several governmental regulations on environmental control which needs to be adhered to by every organization. Organizations need to support the governmental effort rather than opposing it. Technological environment Technological factors include technological aspects such as RD activity, automation, technology incentives and the rate of technological change. They can determine entry barriers, minimum efficient production level and influence outsourcing decisions. Furthermore, technological shifts can affect costs, quality, and lead to innovation. Technological advancement has brought about products into the market which was never dreamt of a few decades back. Increased budgets for RD have led to increased scope for innovations in the market. Another major issues faced by organizations today are Health and safety issues; there are several regulations in regards to health and safety which organizations needs to adhere to. These entire factors have substantial influence in the strategies and policies of organizations. Political environment Political environment would consist of the government of the economy, that is how and to the extent of government intervention exists in the economy. It includes factors such as tax policy, labour law, environmental law, trade restrictions, tariffs, and political stability. Bargaining power of special interest group: These are groups of people who have interest in the activities of the firm, such as consumer rights, womens rights, senior citizens rights, minority rights etc. Example of Nestle Nestles business policies in the less developed countries have been criticised widely throughout the world, especially in the United Kingdom and other countries in Europe, there is an ongoing boycott on Nestle Products. Though Nestle products are available in the market for sale, its sales volume and market share is well below expectations. Specifically its Baby products like Baby milk range, Baby food supplements and other products for babies are least demanded. The boycott of Nestle products has led to an increase in the market share of its competitors, namely Cow Gate, Socio-cultural environment Social-cultural factors include the cultural aspects, career attitudes and emphasis on safety etc. Changes in the social set up and culture have significant influence on the demand for products and services and how an organization operates. Cultural values Sub cultures Shifts in cultures Micro Environmental Analysis The micro environment consists of factors that are close to the organization and has a direct effect on its operations. Company itself: This would include the internal environment of the organization. (We will cover this part in the next topic) Supplier: The suppliers of the organization are the agencies and organization who supply resources for production purposes. The supply of raw materials, labour, electricity, equipment, fuel etc. would be done by these organizations. Developing a good supply environment is very important for an organization. Having the availability of resources as required keeps the production going. For this purpose, there have been significant efforts in the recent years to develop a sophisticated supply chain by organizations. The policies of organizations and their suppliers are getting integrated more and more. Organizations now, try to develop a backward integration with their suppliers. This ensures that the supply of materials and function of the organizations go smoothly. Marketing Intermediaries: They are the organizations that support the firm in selling, distributing and promoting the products and services to customers. Intermediaries help create place utility for the products. All the intermediaries associated with the firm would be collectively called channels of distribution. Channels of distribution can be of various levels and can include a number of intermediaries like distributors, agents, dealers, retailers. Designing and managing marketing channels is not an easy task, it requires a lot of effort from the organizations path. The organization has to know how to manage and keep all the intermediaries satisfied for the smooth functioning of the channels. Customers: Customers are the most integral aspect of the external environment. Most of the organizations activities and functions are directed towards satisfying the customers needs and requirements. There can be following type of consumers in the market: Consumer markets -would be individuals and households Industrial markets industries who purchase products for production purposes Resellers market organizations that buy goods and services in order to resell them at a certain profit Government and non-profit markets buy goods and services for producing public services International markets includes foreign buyers, producers, resellers etc. Competitors: Competitors are those organizations that produce similar products as yours and compete with you for the market share. The competitors have to be identified, monitored and competed with to maintain your market share. The competitors strategies and policies have significant impact on the organizations own strategies and policies, hence a close monitoring of the competitors policies and activities are eminent. Public: Would be a group of people who have an interest in the operations of the organization and also would have an impact on the organizations decisions and policies. Every organization has to face certain publics: Financial institutions Media Government Action groups General public Internal public (for reference only) Internal Environment Internal environmental scanning is the process of assessing the organizations strengths and weaknesses. It is through this process that organizations competencies and competitive advantages can be identified. Every organization will have some areas where it will be strong and other where it would be weak. It is the first step towards locating and developing its core competencies so as to survive in the business. The elements under internal environment are: Employees Management Company policies Organizational culture Organizational structure Company image Experience and expertise Operational efficiency Operational capacity Brand awareness Market share Financial capacity Patents and trade secrets Exclusive contracts (Source: http://www.netmba.com/strategy/swot/) Through internal scanning, organizations try to size up its competitive strengths. Strengths of the firm can be as follows: Patents Brands names Good reputation Cost advantages Access to resources Established distribution networks The Weaknesses of the firm can be as follows: Weak brand names Lower quality of product High cost structure An internal environmental scan involves looking at the present capabilities of the organization (infrastructure, hardware, personnel, abilities, structure, etc) and that information can be compared to what the organization will need in the future to achieve its strategic goals. Summary Font: Verdana | Size: 18 | Style: Bold) The market environment refers to the environment that the business operates in, which includes factors and forces that affect the firms policies and strategies. There are two levels of market environment Internal and external environment, the external environment can be further divided into Macro and Micro environment. The analysis of the environment in which business operates is referred to as a SWOT analysis. The SWOT analysis aids to find information helpful in matching the firms competencies to the competitive environments. Macro environmental analysis scans the macro factors that influence the organization. The macro environmental analysis is also termed as Pest analysis. The factors under macro environment are: Demographic environment Economic environment Natural environment Technological environment Culture political environment The micro environment consists of factors that are close to the organization and has a direct effect on its operations. The factors under micro environment are: Company itself Suppliers Marketing Intermediaries customers Competition Internal scanning is the process of assessing the organizations strengths and weaknesses. It is through this process that organizations competencies and competitive advantages can be identified. The elements under internal environment can be: Employees Management Company policies Organizational culture Organizational structure Company image Experience and expertise Operational efficiency Operational capacity Brand awareness Market share Financial capacity Patents and trade secrets Exclusive contracts

Tkam Essay

The Story of a Novel For 50 years, Harper Lee’s novel To Kill a Mockingbird has been recognized worldwide as a classic. It has never been out of print, which is just one of the many signs that prove how imprinted into our society it is. Harper Lee changed the way readers experience the world around them, and certainly raised the bar for what should be expected from classic novels. To Kill a Mockingbird’s legacy will be everlasting, for holds a mirror up to America and shows what truly lies underneath. America has always taken pride in its detailed history, for better or for worse.Many novels have attempted to demonstrate historical events, but none have quite come close to the outstanding perspective of To Kill a Mockingbird. Readers get to see America as it was in the 1930's through the eyes of an untainted, unhindered child. As it has always been told, sadly, racism and prejudice were somewhat of a building block for the founding of this country. The audience experien ces this firsthand in the novel as Atticus Finch, a middle-aged lawyer, takes on a case in which he must defend a black man accused of raping a white woman.Circumstantially, the cause for this case would be lost; the black man would be found guilty upon being seen by the jury. As even Reverend Sykes stated, â€Å"[he] had never seen any jury decide in favor of a colored man over a white man† (279). But Atticus, an entrepreneur of his own kind, defied the accepted truth and caused the jury to ponder for hours. This was an important moment for both literature and for the well-being of America. It puts into perspective the hardships of African Americans during the 1930’s, which is not something to be taken lightly.Every society has their own mind set of what they consider to be ‘ideal. ’ For example, American’s could be loyal, truthful, and courageous; this almost perfectly describes Atticus. Even though obstacles may make his aspirations difficult, he did not stray; he kept pushing forward no matter what. Also, he is the utter definition of what the justice system, a major part of the American lifestyle, is meant to be. It is against his morals to tell anything but the whole truth, to fabricate any circumstance, and to treat any given person as anything but equal.He attempts to change the tarnished views of jury members, which could be seen as a spark for African American rights. Lastly, Atticus is the advocate for courage. As he stated himself, â€Å"[courage] is knowing you're licked before you begin but you begin anyway and you see it through no matter what† (149). There is a slim possibility of achieving your goal, but it’s that chance that makes all the difference. He has been an inspiration and an American icon for countless amounts of people, which is one of the major reasons that have made To Kill a Mockingbird so widespread.A common factor for many classic novels is their ability to be related to. For inst ance, it would be easier for the reader to relate to a character going through turbulences in their lives than it would be the same person to relate to an old man fighting in an apocalypse. For this reason, it nears impossible to deny how much of a classic To Kill a Mockingbird is. Firstly, Scout is extremely relatable because it’s safe to say most everyone can reminisce to a time when they were innocent, naive to hardship and struggle, and curious about the adult world.One of the universal languages is youth, which is something everyone has had to go through. Second, you will seldom find a person who has not gone through a confusing, complicated period in their life. We experience this with Jem; as he grows and matures, he begins to see the world through different eyes. The only catch is his vision is blurry, which is what confuses the situation. Lastly, practically everyone has gone through a time where the difference between right and wrong is undefined.Atticus has to deci de whether to tarnish one moral or another- to lie and say Arthur Radley didn’t kill Bob Ewell, or to expose him to the world and ultimately kill a mockingbird. For 50 years, To Kill a mockingbird has been looked up to and studied by millions across America, and even across the world. It is one of few novels that can say they have never gone out of print, which is an astonishing accomplishment. Harper Lee touched the hearts of many, and showed readers what it really means to be an American. For these reasons, To Kill a Mockingbird will continue to prosper for endless generations to come.

Kidney Dialysis Essay

The kidney has two important functions for the body because it is connected to the body’s blood flow, it can help monitor blood pressure and secrete hormones, which can raise blood pressure in the event when it does not receive enough blood flow. However the most important job is filtration of blood. The kidney works to filter out toxins, especially chemicals that are formed as a result of cells using energy. The kidneys also work to maintain the balance of electrolytes within the body which can be lost during exercise. Cells need a good balance of electrolytes such as sodium and potassium within the body. If one kidney fails the other one is enough to maintain the body however if both fail to work it is a major issue and it causes problems as the kidney cannot filter the blood. How does a renal dialysis work: A dialysis machine tries to mimic some of the functions of a normal human kidney. One of the jobs of a kidney is to remove urea and some salts from the blood so they can leave the body in the urine. In a dialysis machine, blood from the patient runs through tubes made of a semi-porous membrane. Outside the tubes is a sterile solution made up of water, sugars and other components. Red and white blood cells and other important blood components are too large to fit through the pores in the membranes this acts like the glomerlus in the bowman’s capsule where ultra filtration takes place, but urea and salt pass through membranes into the sterile solution and are removed, this is what happens in a normal functioning kidney the small molecules can pass through the glomerlus but proteins and cells cannot as they are too large. What is haemodialysis: Kidney failure, whether it is permanent or temporary, is mostly treated using renal dialysis, which kind of replaces the kidneys filtration function. One form of renal dialysis is called hemodialysis. With hemodialysis, the patient’s blood is run through a machine with a special filter that helps clean out the waste products. Once the blood has been filtered, it is allowed to return to the body. One of the difficulties of hemodialysis is that it takes place at special medical centres and we are short of machines. This means that the patient has to visit three times per week that lasts between three to five hours per session, this takes up a lot of time. What is peritoneal dialysis: Peritoneal dialysis is the other main form of renal dialysis. With peritoneal dialysis, a sterile cleansing fluid called dialysis solution is injected into the abdominal cavity. The abdominal cavity is lined by a membrane called the peritoneum, which allows the waste products and extra electrolytes to pass through it and travel to the dialysis solution. The dialysis solution also contains a sugar called dextrose, which helps speed the process up. After the solution has sat in the abdominal cavity for four to six hours, it is drained out. This process is repeated four times per day. This type of treatment can take place at home because it makes use of a catheter, which allows the patient to connect a bag of dialysis fluid to a tube that feeds directly into the peritoneal cavity. This treatment allows a person to be a bit more flexible however the patient still needs to do this treatment a few times a day which means it takes up time of a normal persons life. The benefits and risks of a kidney transplant: A kidney transplant is much better than staying on a dialysis machine. A kidney transplant means you can live a normal life, you won’t have to go to the hospital a few times a week to get treated and this wastes time as it takes 2-3 hours on a dialysis machine 3-4 times a week this means that you cannot go away. Someone who’s on a dialysis machine has to give up a lot of time and this may get in the way as they may have to cancel many things during their normal daily life. A kidney transplant gives the body a whole new kidney and works perfectly where as a dialysis machine can only mimic a few of the roles of a kidney. The risks of a kidney transplant are that the body may reject the kidney as it is foreign so a very close tissue match is required. After a person has had a kidney transplant they have to be on drugs for the rest of their life so that the body does not reject the kidney. Kidney transplants can also cause infections or bleeding which can dangerous. Donor cards: A donor card is a card that shows that a person has agreed to give away some  of the organs after they die, and this can be used for transplants. However there are issues, some people believe that it is religiously wrong to give away your organs after you die and this causes a lot of problems. A family member may have given consent to give away their organs when they die but after they die their family members may object and not allow it and this causes a lot of problems. There is a long list for transplants and it is very hard to receive a transplant, donors help quicken this service. In England it is optional to become a donor or not. Another issue may be about race some people will not wish to have an organ from someone else from another race or the donor may not wish to give their organs to someone else from another race or religion and this is another problem that causes delays and means there’s a shortage of donors. Definitions: Ultra filtration: A high pressure filtration through a semipermeable membrane in which colloidal particles are retained while the small sized solutes and the solvent are forced to move across the membrane by hydrostatic pressure forces. Ultrafiltration is a vital process that takes place in the kidneys. With ultrafiltration, large molecules (such as cells and proteins) that are essential are separated or filtered out to be reabsorbed. The ultrafiltrate, in turn, is passed through the proximal tubule, the loop of Henle, the distal convoluted tubule, and a series of collecting ducts to form urine. Osmosis: Diffusion of a solvent (usually water molecules) through a semipermeable membrane from an area of low solute concentration to an area of high solute concentration. Selective reabsorption: The act or process of absorbing again, as the selective absorption by the kidneys of substances (glucose, proteins, sodium, etc.) already secreted into the renal tubules and their return to the circ ulating blood. Microvilli: Any of the minute hairlike structures projecting from the surface of certain types of epithelial cells, especially those of the small intestine. Co-transport proteins: Facilitated diffusion: Transport of substances across a biological membrane from an area of higher concentration to an area of lower concentration by means of a carrier molecule. Since the substances move along the direction of their concentration gradients, energy is not required. Active transport: A kind of transport wherein ions or molecules move against a concentration gradient, which means movement in the direction opposite that of diffusion – or – movement from an area of lower concentration to an area of higher concentration. Hence, this process will require expenditure of energy, and the assistance of a type of protein called a carrier protein. ADH: a peptide hormone released from the posterior pituitary lobe but synthesised in the hypothalamus. There are 2 forms, differing only in the amino acid at position 8: arginine vasopressin is widespread, while lysine vasopressin is found in pigs. Has antidiuretic and vasopressor actions. Used in the treatment of diabetes insipidus. Osmoregulation: The process of regulating water potential in order to keep fluid and electrolyte balance within a cell or organism relative to the surrounding. Counter-current multipliers: Resources used: http://www.livestrong.com/article/75374-renal-dialysis-work-those-kidney/ http://health.howstuffworks.com/medicine/tests-treatment/question17.htm

The Meaning of the Second Amendment - The Right To Bear...

â€Å"A well regulated Militia, being necessary to the security of a free state, the right of the people to keep and bear arms, shall not be infringed†(understand) comes from the United States constitution. It has for the last decade or so been a topic of an ongoing debate between the people of this nation. It all depends on how you interpret the 27 words. Most people believe that it gives United States citizens the right to bear arms. The constitution is the supreme law of our land. It was made to be are foundation and source of legal authority. It was adopted in September 17, 1787 in the name of the people. It was created to replace The Articles of Confederation.The country wanted to be united and not so divided. The Constitution is a set†¦show more content†¦It happens that the militia part of amendment is a preamble and the amendment is giving the right to the people. (Beck) A militia then was a group of able men who could choose to fight. The right was given to the people and those people could join the militia if they wanted to. People also want guns controlled because of the violence they seem to have associated with them. They think that in the old days they did not have gun crimes, but its human nature to commit crimes. In 1775 North Carolina, it was reported that a man killed three people and was shot by pedestrians before he could do any more harm. (Beck) This just shows that having a gun can help diffuse bad situations. People with guns can protect themselves from criminals who want to cause them harm. Many people believe that if you take away guns away from honest people, and only criminals will have guns. (Gun control S) Yet some think that the second amendment is outdated because we have police. Well if you imply that to this amendment then why is it not implied to other amendments? Some hope to destroy are country’s foundation be attacking the written foundation. 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