EA Games Case Study - Global Industry Analysis Report by Directors

Questions : You have been appointed as the Marketing Director for EA Games. As part of your role you are required to address the following issues: Q1) Critically review the Global Industry Analysis Report produced by the Marketing Executive and highlight the key strengths and weaknesses of the report. Highlight ways in which the report could have been improved. Q2) Identify the positioning objective(s) of this new product and design a positioning strategy based on achieving this objective(s). Q3) Using any product management portfolio tool (e.g. Product Life-Cycle Model, Boston Consulting Group Matrix (BCG), Growth-Share Matrix, McKinsey/GE Market Attractiveness-Competitive Position Matrix, A.D Little Business Profile Matrix), outline, appropriate marketing strategies for your new product at each stage of its life-cycle. Q4) On what basis (competitive advantage) would the new product/service compete in the market place in the long-run? Answers : Introduction. Marketing planning is complex process starting from explicit analysis of the market and includes planning entire product life cycle. Global Industry Analysis Report made by Senior Marketing Executive for EA Games included versatile industry and market analysis, new gaming product presentation, identification of marketing mix elements, identifying appropriate segmentation and targeting strategy. As a complex process, mentioned report have strong and weak sides. In purpose to compete in the market place, new product development process includes further marketing planning elements: positioning strategy; communication plan; marketing strategies for new product at each stage of product life cycle (using product management portfolio tool); new product's competitive advantage approaches. Based on Global Industry Analysis Report, this report examines further new product development elements, and also determines strengths and weaknesses of Global Industry Analysis Report. 1. Global Industry Analysis Report review. The strengths and weaknesses of the report are described in the diagram below. The report is based on complex environmental analysis. The company analysis was substantially based on the companys sales and revenue values, although these indicators gives not the solid understanding of EAs prosperous work. For instance, the fact that company sales are mainly concentrated in the USA does not confirm that the best way for company to succeed is concentrating on the USA market. According to Passport, EA has the biggest company share in Turkey, Germany and Poland (16,4%, 15.6% and 14,6% respectively). More commonly, EA has extremely high company share, hence competitive advantage in Western and Eastern Europe (Figure 1.) Moreover, according to market growth forecast statistics, North Americas gaming industry is expected to grow much slower, in comparison with Europe, Latin America, Middle East and Africa markets (Figure 2). The presented 5 Ms model for EAs internal environment has some disadvantages, for example it does not include competitive advantage, capabilities, RD, identifying combination of the resources and generated capabilities, evaluating the organizational performance. Rational and justification for introducing the new product is supported by macro and micro factors and the impact they have on the company. Segmentation and targeting strategy is created not by accident, but considering supply and demand on such type of games in the market place, and other factors. The ways to improve the report: Use Porters 5 Forces, the analysis of the organizational resources, value chain analysis, or functional analysis while analysing internal environment. (Claudiu et al., 2011) (Table 1.) Pay attention on regional comparison of EA's market share. Findings from all three environments must be precise. Linking the marketing mix to the findings in industry analysis is required. Table 1. The profile of the organizations strategic capabilities. 2. Positioning strategy 2.1 Features and distinction of positioning and communication strategy for mobile applications. Some time ago, conveying a press release, posting a couple of magazine banners worked fine to advance applications. However many of those old shareware methods don't have any significant bearing here. In unique mobile application market, frequently app producers doubtlessly see a fleeting deals knock on dispatch day that immediately dove in the week that took after. Without a long haul promoting strategy set up, companies hazard definitely shortening the life compass and profitability of the application (Wooldridge et al, 2011). Integrate a few components specifically into application can empower sales, deliver extra income streams, help clients spread the statement by means of built-in social marketing, and enhance customer support. (Smith Zook, 2011) 2.2 Positioning strategy for the new EA's mobile game. Standing out among the 500,000 or more applications accessible in the global mobile applications business is getting to be progressively difficult (Apppli, 2013). As the environment is the highly saturated app industry, differentiation from potential competitors is key (Apppli, 2013). Using appropriate communication tools for reaching mentioned objectives is expected to be taken during the whole Product Life Cycle. Each component of marketing mix is going to be applied to appropriate positioning features, created marketing mix actually delivers the intended value to target customers (Kotler Artrong, 2014) (Figure 3). Figure 3. Customer-Driven Marketing Strategy. In purpose to appeal to the targeted segment, EA made the game incredibly simple. The game allows users to play either several seconds or a few hours. The figures inside the game, which are contents of woman's handbag are aimed on attracting targeting audience, which are women of Generation X Y, professionals. According to Prescott (2013) and Angelides Agius (2014), casual and puzzle games are becoming increasingly more played by female gamers. That fact confirms this genre was chosen not incidentally. Compatibility with limited number of platforms (smartphones, tablets, Facebook), and luxury products placement (perfume, cosmetics brands, etc.) emphasizes brand's exclusivity dimension, but the same time it is easily accessible. Such combination has the right for existence, because according to Hennigs et al (2012), luxury brand scan use the web to spread the brand's dream and draw in new customers yet at the same time keep an exclusivity feature by offering specific online content and services to the brand's conventional users. The price is set by"freemium"model - freedownloadsthatsellitemswithintheapp, that is considered as monetisation tool. As of November 2013, "fremium" model represented an incredible 92% of the income created in Apple's App Store and 98% of the Google Play application store (Pham, 2014). 2.3 Communication plan When considering marketing communications it is important to emphasize the long-term and integrated nature of those communications. This requires the attention of correspondence targets which may not be accomplished for a few years, for example, brand devotion or attitude as opposed to a basic concentrate on the short term, for example, sales figures for the next period. (Masterson Wood, 2005). EA promote products worldwide through a various range of advertising and promotional tools such as TV and internet publicizing, print promoting, retail merchandising, website advancement, event sponsorship and direct communications with customers. EA's capacity to offer products is reliant to a limited extent upon the success of these tools The company spends millions of dollars for advertising and promotion. Promotional expenses were $788 and $680 million in 2013 and 2014 respectively (Electronic Arts, 2013). In purpose of creating productive communication process for the new game, EA encodes a message, targeting the audience they wish to reach. Sending messages through media which reach target audience, EA expects to receive feedback from the customers (Figure 4). EA contacts with the audience through personal (word-of-mouth) and impersonal (media) channels. The "word-of-mouth" element is put in action in real life, so as through social networking sites that facilitate interconnectivity of users. Promotion for the created "What's in your handbag?" application includes direct marketing, SMM, cross-promotion, banner advertisement inside existing EA apps, digital marketing. Chosen communication tools follows AIDA concept (Figure 5.) (Smith Zook, 2011) to separate the stages a buyer go through before getting the game. Figure 5. AIDA concept. Digital media, including online display, online retargeting, and mobile (SMS/MMS campaigns) represented the top ranges of expanded funding in 2013. Social media and direct mail enter the Top 5 most effective mediums (Direct Marketing Association, 2013). Direct marketing is one of the quickest developing areas in marketing communications, as many organizations switch a big proportion of the budget far from use of mass media (Masterman Wood, 2006). It is expected to use the tool before the app is placed in the digital stores via direct mail. Involving users on beta-testing the app helps to allocate disadvantages of a product, and get individualized response. To get the targeted audiences attention it is expected to place banner advertisement inside the existing EA mobile applications (The Sims, Bejeweled Blitz, Plants vs. Zombies) and Facebook games (Scrabble, Zuma, Solitaire) and SMM. SMM includes integrating the game to the social networks, such as Facebook, Twitter, YouTube and LinkedIn. Prior to apps launch it is key to network with app review sites and other relevant blogs and web communities. (Wooldridge, 2011). EA already has pages of all the mobile apps in the social networks, accounting more than 10 million likes each. To create buzz of interest and desire in the game EA puts ads in Facebook, this will cost approximately $10,000 a month (Killer Facebook ads, 2011), with design and image attractive for women. It is expected that cross-promotion, representing joint campaign with OPI, will be introduced in products maturity stage. "Time" is important element in marketing planning. In purpose to cover more of targeted audience, it is expected that promotion elements take place in prime-time (7:00 pm to 11:00 pm) (Figure 6). 3. BCS product portfolio matrix and product life cycle. 3.1 Boston Consulting Group Matrix for Electronic Arts' product portfolio. Part of any marketing plan involves finding of how to manage a range of different products. The BCG matrix represents a classification of business units according to market share and market growth (Strategic development and marketing planning, 2007). Mobile apps product portfolio of EA Games is presented by 246 units of 12 genres and  over huge audience of game players (EA Mobile, 2014). Table 2. Mobile apps portfolio of EA Games. Figure 7. BCG Matrix for mobile games portfolio of EA Games. Stars are products that have relatively high market share and growing market. (Assen et al., 2009). According to Newzoo (2013), "The Simpsons: Tapped Out" and "Real Racing" take the leading positions among the mobile apps. However, not all stars win over the long term. Actual market share and market growth sizes are not sufficient criteria to justify investment (Seeger, 1984). "Star Wars", "Battlefield", "Warhammer Online" are profitable apps, but their market growth is descending. "SimCity" and "Plants vs. Zombies" growth rate is uncertain, that defines them to "question marks". The forth element of the matrix is Dogs, which include "Bejeweled", "Scrabble", "Cut the rope". The new app "What's in your handbag" in the introduction stage of its life cycle takes position of question mark, with little market share and increasing market growth (from zero). Generally, there are 4 strategies to apply: 1.Build: making different investments to maintain star status or turn question marks into stars; Hold: do nothing; Reduce investments and maximize profits from stars and cash cows; Divest: "kill" the dogs and use capital received from them into stars or cash cows. The BCG Matrix adapts the Product Life Cycle Theory to set priorities in the product portfolio of a business unit or whole business (Trompenaars, 2014). 3.2. New product's life cycle. Product Lifecycle (PLC) Management helps to manage the product across the lifecycle. (Stark, 2011). New product development includes managing the product's performance during whole the PLC. Figure 8. Product lifecycle linked to BCG matrix elements. There are five main decisions that are planned to take place during the whole PLC (Fifield, 2007): Increasing the demand curve. In the introduction stage, to pay attention and get interest of the audience direct marketing and banner advertisement will take place. Reaching the "tipping point". To get the best from the "growth" stage and become a "star" EA gets rid of the "dogs" to invest more into "What's in your handbag" game. SMM and digital marketing tools play important role in new game development. Creating the "maturity boom". Just because the game is in maturity stage does not mean that subsequent growth is now possible. It is expected to stimulate demand by adding cross-promotion, which was described in Global Industry Analysis Report. Extending the maturity stage. "Stars" will need a lot of investment to maintain their position, to support further growth as well as to maintain its lead over competing products. Product extension or repositioning to maintain the product being "cash cow" longer. 4. Competitive advantages in the marketplace. According to Marketing Mentor (2014), "competitive advantage is gained by using the unique blend of activities, assets, attributes, resources, market conditions, product benefits and relationships that differentiate an organization from its competitors". Being competitive in the market place means that the company has high market share and hence strong position. For definite product strong position in the market place is achievable if customers find that the product creates value for them over a long period. If product creates value for customers, it is gaining market share and high performance in the long run (Jannesson et al., 2014). In complex mobile gaming industry marketing intelligence is crucial for creating possible competitive scenarios in marketplace (Hedin et al., 2011). To give a competitive edge to the new mobile game for women and achieve planned objectives EA uses some competitive advantage approaches. First, the game already has cost leadership, as it lower cost and broad target. In mobile gaming industry marketing, the most important thing is technology. After the game is ready, it is very important that our product should survive in the market for long runs and compete with other products. To provide a competitive game to customers, a company should take care of customers gender, likes, dislikes and demand for the concept so that the customer is going to like it for sure. With the globalization of markets and its competition, all the markets have really become easily viable. Natural opportunities are also coming to all of the market. So a company should take care of these parts before making strategy of launching the game. The clear cut motive is to win the market and after that it has chances to go worldwide too. To start, the game should have a reasonable price and interesting outlook which shows the actual concept of a game. If the game is very unique and there is no game exists in the market like ours, then it becomes very easy to sell the game and to attract customers and a make new market. It also has to take care of the same type of games which are having the same concept as ours. That is why research is a very important part before taking any action. Consistency is a very important part if you want to play long run. To play the long term game, one should be prepared for the hurdles and be always ready for the new challenges. It is necessary to Product should create a continuous demand by giving the new challenges to customers and also informing about the next part of the product so that consumer who is receiving our services will be aware and it will help for the next new product and in creating goodwill as well (Gruca and Sudharshan, 1995) Conclusion As it is already shown in the document that Global Industry should be based on different environmental things. After identifying the objective of EA Sports, it is necessary to make a plan and design it properly. A product management portfolio has also been made in the assignment. The logic of strategy should be very clear. Simplify our product by compared to products that the market is offering. And this would be the best part if a company creates a new game with a new concept. Then it is necessary to focus on making the online sales and the process is very easy in order to achieve a better online sales. After launching the game, what matters is the growth of the product in terms of sales. The promotions of the product should make an impact on the customer so that he will attract to it and will purchase it. Because the customer just wants to enjoy the services given by the provider to satisfy their wants. And it is our duty to fulfill those. So it is necessary to focus on the wants a nd demands of customers and there is also need to focus on increase in the sales of product (Product, 1989). References Cravens, D. (1975). Marketing strategy positioning.Business Horizons, 18(6), pp.53-61. Kumari, R. (2006). The Firm's Strategy Type and Market Value.Global Business Review, 7(1), pp.43-55 Nachum, L. (2012). Global comparative strategy.Global Strategy Journal, 2(1), pp.92-95. Dao, B. (n.d.). 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The Comedy of Errors Performance Analysis Essay Example

The Comedy of Errors Performance Analysis Essay The Comedy of Errors turns out to be precisely what the title promised. It is a play about magic and illusion in a faraway country. The Comedy of Errors shows how a series of confused identities eventually leads to chaos in a community, and just how deceiving appearances can be. The audience is witness to the madness that rapidly takes over suspicious minds, and finally, the much-awaited reunion of one family. It is a farcical comedy, a fantasy in a distant country, which simultaneously arouses in the audience some degree of sympathy and compassion for the characters.John Bell, the director of the play, uses various factors to illustrate this, including a number of material aspects of the production. I will discuss these further in the essay. Before watching the play I perceived it to be of a high quality, with talented actors, as it was being performed at the Sydney Opera House, in the Playhouse. Knowing it was a Shakespearean comedy, I was doubtful of whether the language would be understandable. However, having seen previous productions by the Bell Shakespeare Company, I was sure this would not be the case. The Company has a reputation of contemporising Shakespeares plays, in order to appeal to a younger, Australian audience, and so, the language did turn out to be somewhat easier to grasp, accompanied by the actors gestures and facial reactions. The narrative of the play is set from thefirst scene. The Comedy of Errors is about a merchant, Egeon, who has twin boys, both called Antipholus. He adopts another set of twin boys, both called Dromio, to grow up to be servants to his sons. In a shipwreck, Egeon is separated from his wife, Emilia, along with one of his sons and servants. When his son, Antipholus of Syracuse, grows up, he decides to seek out his twin brother and sets out for Ephesus. Egeon, who follows him there, gets arrested and sentenced to death unless he finds his son to pay for his bail. The existence of t

Gender, Race and Gangs free essay sample

In much of social science research, gender, race, class, and other dimensions of identity are treated as discrete variables, to be studied and measured separately. In recent years, however, feminist sociological theorists have argued that race, gender, class, and other axes of identity must be treated as overlapping and intersecting forms of oppression. Kimberle Crenshaw, (1989) was among the first to articulate this theory, and coined the term â€Å"intersectionality† to describe it. Intersectionality has emerged as a major paradigm of research in women’s studies (McCall 2005). In her book Black Feminist Thought, Patricia Hill Collins argues that we must understand â€Å"race, class, and gender as interlocking systems of oppression† (Collins 1990: 553). Intersectionality has also been used to understand the experiences of other women of color (e. g. , Crenshaw 1991). Intersectionality has tremendous potential to yield insights into the experiences of women in gangs, who are likely to be poor and minorities. Furthermore, the fact that the concept of intersectionality has proved useful in studies of women in other areas of criminology shows that intersectionality will likely yield insights into female gang members. We will write a custom essay sample on Gender, Race and Gangs or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Our research, therefore, will interview female gang members of different races to attempt to answer the question of how intersecting gendered and racialized identities affect the lives of women in gangs. Our paper will provide and overview of the existing literature on race, gender, and gangs. We will argue that an intersectional analysis of race and gender in gang life is needed to fill a gap in the literature and to fully understand how these dimensions of identity affect gang life. Next, we will outline our proposed methodology for studying the intersectionality of gender and race in gangs. Finally, we will summarize what can be learned form our proposed study and why this knowledge is essential to better understand gang life. Literature Review Though gangs are often considered a male phenomenon, research shows that women and girls are also involved in gangs. Researchers estimate that young women account for 20 percent to 46 percent of gang members (Miller and Brunson 2000). Until recently, scholars have largely neglected female participation in gangs, believing that female participation was â€Å"statistically rare and the behavior substantively unimportant† (Esbensen and Deschenes 1998: 799). Often it was assumed that girls participated in gangs only as sex objects or at most ancillary members (Esbensen and Deschenes 1998). Recent work on the subject of women and gangs, however, has demonstrated that girls’ involvement with gangs goes beyond the roles of simply the â€Å"tomboy† or sex object. Women’s reasons for joining gangs, and the roles they fill within their gangs, vary widely. According to Esbensen and Deschenes (1998), there are factors that increase the likelihood of gang involvement that are specific to females alone. These include subordination to males, future as a housewife occupied with â€Å"meaningless domestic behavior,† responsibility for children, fear of abuse, exposure to violence, and social isolation, which all increase girls’ likelihood of joining gangs (Esbensen and Deschenes 1998). Similarly, based on in-depth interviews with female gang members from the greater Detroit area, Taylor (1993) argues that the â€Å"feminization of poverty† and the disenfranchisement, social isolation, and neglect of poor women (especially black women) has led to greater gang involvement. Strain created by these factors encourages women to turn to gangs and drugs as the only avenue available for them to achieve. The general oppression of women in American society, Taylor argues, adds to this strain. Esbensen and Deschenes (1999) also find that risk factors differ for males and females. For women but not for men, commitment to academic achievement decreased the risk of becoming involved in violent crime while in a gang. The experiences of female gang members within their gangs are also different than the experiences of their male counterparts. Through in-depth interviews with 20 female gang members in Columbus, Ohio, Miller (1998) found that women often have difficulty being accepted as gang members. Many attempt to show â€Å"masculine† leadership qualities, such as being tough, able to fight, and being willing to engage in criminal acts for the gangs. Beliefs that women are weaker than men, however, mean that women have a harder time proving their commitment to the gang. Nevertheless, women might also gain acceptance through connections to influential, high-status men – a route to acceptance that is less available to men (Miller 1998). Women’s participation in crime within the gang is also different from men’s. Though girls are involved in less serious forms of delinquency, gang boys are still more likely to be involved in the most serious forms of crime, such as drive-by shootings and gun assaults. This is due both to the deliberate exclusion of girls from these types of crimes and the fact that young women themselves often use gender as means of avoiding crimes they find dangerous or morally dubious (Miller and Brunson 2000). The lesser involvement of girls in more serious forms of crime, however, can lead to the devaluation and mistreatment of female gang members because they are perceived as less valuable to the gang. Female gang members are also more likely to be sexually mistreated than male gang members (Miller 1998). Given these facts, it is not surprising that female gang members are more likely to experience social isolation and low self-esteem than males (Esbensen and Deschenes 1998). Overall, the literature on gender and gangs clearly demonstrates that the experiences of gang life differ for males and females. There is also some research that demonstrates that the experiences of gang members also differ by race. For example, white youth are significantly less likely than any other ethnic group to become involved in gangs (Esbesen and Deschenes 1998). The 1998 National Youth Gang Survey estimated that nationwide, gang membership was 46 percent Hispanic and 34 percent African American (Rosenthal 2000). In a study of homicides in Chicago from 1990 to 1994, African American males were sixteen times more likely to be charged with gang-related homicide than white males, and Hispanic males were thirteen times more likely to be charged with gang-related homicide than non-minority males (Rosenthal 2000). While this may be due in part to a greater proportion of gang membership among African Americans and Hispanics, it could also be a result of bias in the criminal justice system and in media representations that emphasize the criminality of minorities. Both media and criminologists focus on black-on-black street crimes while downplaying similar crimes committed by Caucasians (Covington 1995). Race can also affect the types of crimes gangs are likely to be involved in (Shay 1998). Reviewing the literature on youth gangs, Howell (1998) found that African American gangs are usually affiliated with the drug trade. Hispanics put more emphasis on their territory and frequently become involved in turf wars. Caucasian and Asian gangs are mostly involved in property crimes. However, Pih et al. (2008) found many similarities in types of crimes committed, regardless of race. Looking at surveys and interviews of Latino gangs in Lawrence, Massachusetts, and Taiwanese gangs in Southern California, Pih et al. find that, despite some minor racial differences in crimes committed, most respondents of both races engaged in similar types of crimes: gun fights, drug sales, drug use, auto theft, robbery, and burglary. Latinos, however, are less able to leave gang membership than Taiwanese gang members. This is because Latinos generally had lower education and therefore fewer opportunities for legitimate work outside of the gang. Latinos also had less social capital because their parents tended to be unemployed. Overall, because â€Å"unavailability and inaccessibility to legitimate economic, cultural, and social capital left the Latino respondents little change in advancing in normative institutions and processes. Illicit activities became an attractive, if not the only, option† (Pih et al. 2008: 490). This demonstrates how differing racial identities impact gang membership. Over the past 20 years there has been an emergence of hybrid gangs: non-traditional gangs that are composed of at least two different races/ethnic groups. According to research done in 2000, hybrid gangs account for 36 percent of gang types. Hybrid gangs are less involved in the drug market and turf wars; the members are also less likely to be involved in serious violent and property crimes. These gangs typically have more Caucasians, girls, and younger members than normal gangs (Starbuck, Howell, Linquist 2001). Though it is clear that both race and gender affect gang life, there has been little research on how racial and gender identities intersect and affect the experiences of gang members. However, this question has been investigated in other areas of criminology. In her book Sexed Work, Lisa Maher, presenting data obtained from interviews with female drug users in Bushwick, Brooklyn, shows how multiple dimensions of identity, including race, gender, class, and ethnicity, intersect to produce segregation in drug markets and sex work (Maher 1997). For example, though Latino men dominate the drug markets in Bushwick, Latina women are generally excluded from the most profitable jobs in the drug economy because of gendered cultural expectations for the proper roles of Latinas (Maher 1997). Maher argues for the importance of intersectional analysis in her study of the Bushwick Drug economy. The social sciences, Maher argues, tend to view race and gender as discrete and independent variables (as is clear from the literature on girls and gangs). Maher, however, maintains that it more useful to look at these dimensions of identity and interdependent and multiple. She demonstrates this approach by showing how inter-racial tensions and intra-gender conflicts among female drug users fostered the social isolation and occupational segregation of female drug users. For instance, because Latina sex workers tended to engage in less formal forms of prostitution, they were often resented by African American and white sex workers. This tension prohibited the formation of beneficial social networks and worsened competition in the sex trade (Maher 1997). Miller and Brunson (2006) also investigate the interaction of race and gender through surveys and interviews of 75 African American youth in St. Louis, Missouri. Miller and Brunson found that African American males were more likely than African American women to report mistreatment by the police. African American females, however, were more likely than African American men to be stopped for curfew violations, confirming research suggesting that the police are likely to treat girls more harshly for minor or status offences (Miller and Brunson 2006). Young black women also complained about police responsiveness in cases of violence against women (Miller and Brunson 2006). Some women also expressed concerns about sexual violence committed by the police (Miller and Brunson 2006). Thus, though previous research has demonstrated that African Americans in general are more likely than Caucasians to be treated harshly by the police, this treatment plays out in distinctly gendered ways (Miller and Brunson 2006). Despite the fact that studies of intersectionality have yielded interesting insights in other studies of gender, race, and crime, there has been little research done on intersectionality in gang life. As we have seen, the literature on girls and gangs tends to focus on either race or gender. Joe and Chesney-Lind (1995) do examine how gang members in Hawaii respond to challenges facing them in ways affected by gender and ethnicity, but there is little focus on the interaction of gender and ethnicity. This is a gap in the literature that ought to and must be filled. Treating gender and race as discrete variables within the context of gang life obscures the ways in which these dimensions of identity function as â€Å"interlocking systems of oppression† (Collins 1990: 553). As Kimberle Crenshaw argues, â€Å"because the intersectional experience is greater than the sum of racism and sexism, any analysis that does not take intersectionality into account cannot sufficiently address the particular manner in which Black women [and undoubtedly other women of color] are subordinated† (Crenshaw 1989: 140). Because race and gender are not merely separate and additive, we must examine the ways that these variables intersect and produce racialized and gendered hierarchies in order to fully understand the experiences of women of color.

“The World is Flat” Essay Example

â€Å"The World is Flat† Essay Example â€Å"The World is Flat† Paper â€Å"The World is Flat† Paper Name: Course: Instructor: Date: Book report on â€Å"The World is Flat† 1. The World Is Flat: A Brief History of the Twenty-First Century by Thomas Friedman is an elaborate work, which provides the effects of globalization in the 21 century. The term â€Å"the world is flat† is used metaphorically and is used to indicate the dire need for level playing ground for global commerce and business. A level playing ground for commerce is essential in that it provides the competitors with similar market conditions for growth of commerce. Additionally, the term â€Å"the world is flat† is an indication of the increasing irrelevance of geographic and social boundaries in the world (Friedman, pp. 41). Hence, organizations in the contemporary business setting are increasing their competitiveness and profitability using aspects such a technology and globalization to enhance their cause in achievement of global competitiveness. The author provides that he as an advocate for liberalization of markets to result in global free trade. He also provides criticism to states around the world resisting the changes in terms of global commerce and business. The book is based on individual research, individual reflections and conversations with the public. Friedman provides that there are ten flatteners of the world which aid in making the business and commerce fair for all organizations in the world. The first flattener is collapse of The Berlin Wall in September 11 1989. The author describes in the book that, â€Å"When the walls came down, and the windows came up.† (Friedman, pp. 45). It symbolized the end of the cold war and gave way for people from either sides of the wall to engage in rebuilding the society and economies as well as engage in constructive commerce. In essence the fall of the Berlin war was an indication of the end of communism and paved way for technological changes such the increased use of personal computers for interactions and use in commerce. Technological advancements peaked during this period resulting in the introduction of new products such as Windows, personal computers, word processing, dial up modems and standards tools for communication such as global telephone communication system. Such have e nhanced globalization through improved channels for communication. The entry of Netscape into the field of technology was a main flattener in that the firm instigated the access of the internet to a larger part of the population. Netscape enhanced access to the internet from the previous restrictions, which only provided limited numbers of people with access to the internet. This is essential in that it played a significant role in the process of digitization. Products such as music, files, pictures and word documents could be easily accessed from the internet and manipulated by people in the various parts of the world. Hence, the internet has enabled interactions from a global perspective thus increasing commerce from a global perspective. The development of Netscape and its entry into the digital market provided a precedent in terms of digital and other technological advancements around the world. It resulted in the development of the fourth flattener, which is workflow software. This is defined in the book as the interactions of machines without the involvement of human beings. This according to Friedman would provide the world with a new means of interaction through the creation of a new platform for collaboration. In addition, this would also lead to the fourth flattener, which is open sourcing. This is made possible by the presence of an elaborate platform for collaboration of the various online projects. Such include the present online platforms such as Wikipedia, online softwares and blogs. This according to Friedman is, â€Å"the most disruptive force of them all† (Friedman, pp. 53). The fifth flattener is outsourcing which allowed modern day companies to delegate or split activities such as services and manufacturing. This is essential for companies in that they are able to achieve efficiency and costs effectiveness of costs reductions using such approaches. The sixth flattener according to Friedman is offshoring, which the author defines as the ability of organizations to take advantages of incentives provided by other countries necessitating the relocation as a means for cost reduction. Entry of countries into the World Trade Organisation (WTO) has facilitated increased competition in an increasingly competitive world. This is because of the need by such countries to encourage trade in their respective territories with incentives such as lower taxes and operating costs. In addition, offshoring as provided in the book has allowed for the seventh flattener, which is described as supply chaining by Friedman. Supply chaining has increased because of offshoring and collaboration. Supply chaining is widely used by multinational entities in that they focus on diversity of markets to increase profitability and reduce the potency for risks. He points out that successful companies such as Wal-Mart provides an elaborate example for attainment of competitive advantage through diversification, clear lines of supply and distribution of products and services to the customers. The eighth flattener is in-sourcing which entails the execution of services on behalf of other organizations. This enables other entities to reduce their costs of operation as well as increasing the revenues of the entity executing the services for another organisation. The ninth flattener is in-forming, which is the increased ability of the society or people to find information with ease, which is aided and provided by the internet through the various search engines. The last flattener is what Friedman defines as â€Å"the Steroids† which comprises of the modern digital products such as cellular telephones, Personal Digital Assistants., Instant Messengers, iPods and voice Over Internet Protocols. From the ten identified flatteners, it is expressly evident technology has been a major driver towards the achievement of globalization and realization of â€Å"flattening† in Friedman’s words. 2. The â€Å"flattening† of the world has been an inevitable phenomenon in the modern society (Friedman, pp. 61). This is because of the technological advancements evidenced in the modern society through the presence numerous changes in the social interactions as well as in the world of commerce. In addition, it is also evident that commerce and technology have become mutually reliant on each other for relevance. Electronic commerce is evidently increasing in that it has assumed a great position in the society by enabling the society to achieve globalization. Electronic commerce is defined as the sale and procurement of goods and services using information technology systems. Literature provides that there are three specific waves of electronic commerce. This include putting up market information on the world wide web, allowing online orders in terms of sales and purchases and construction of electronic means of exchanges for funds and provision of means for receipt of goods and services. Essentially technology and the related advancements are currently the largest used channels of communication. This is because of the numerous avenues for communication by the internet. This has been a driver of growth in that it has enabled business around the world to assume global expansion strategies as well as accrual of benefits such increased efficiencies and reduced costs of operation. Modern day technology in comparison to traditional technology used in business is different in entirety. This is evidenced by the large-scale application of technology-based products in the execution of tasks in the contemporary organisation. Technology advancements have aided the development of new products, services and new approaches to satisfy the consumer needs and wants as well as providing consumers with profound experiences thus subsequently cultivating customer loyalty. Technology and the internet are the highlights of modern day advancements. They enable simultaneous execution of numerous tasks delegated in an organisation. Hence, an organisation is able to use technology and related products for costs reductions in processes and activities in the organisation. Cost reduction is considered as one of the greatest challenges in the management of an organisation. This is because costs are usually brought about by either necessary or unnecessary processes or activities in the organisation. Technology has been a driver in terms of organizational practices assumed by contemporary organizations (Friedman, pp. 63). Innovation and creativity are also strong points for any organization. This enables an organisation to achieve competitive advantage brought about by new products, services and new approaches in terms of execution of tasks in the organisation. Hence, majority of corporations around the world, if not all corporations around the world, have undertaken the incorporation of electronic commerce as a means of diversifying the market access. The internet provides both individuals and corporations and the society with numerous economic opportunities in an era marked with declining employment and revenue opportunities for individuals and corporations respectively. It provides for intermediation and disintermediation, frictionless commerce and trade, competitive pricing strategies assumed by an organisation and personalized sales and marketing for the consumers. Disintermediation and intermediation arise from need to decrease and increase the value chain especially in respect to the sale or market for soft goods. Disintermediation allows for the reduction of the value chain in specific instances such as the sale of soft goods such as music and files. Majority of this genre of products are sold via the internet. This is good for an economy in that it ensure the reduction in prices of commodities and resulting in subsequent increase in demand of the commodities. It essentially reduces the costs for the producers and the customers. Customer costs are reduced by their ability access goods and services form the comfort of their homes and offices. In addition, it reduces the costs of operation for the producers in that the line of distribution is shortened which also includes the reduction of possible intermediaries who increase costs of services and goods (Friedman, pp. 60). The time for access of goods and services is reduced because of the elimination of intermediaries such as retailers and wholesalers. This is because the producer is involved in direct contact with the consumers. Direct channels of communication are paramount in such relationships between the consumer and the producer in that they provide the consumers with an avenue to air their complaints in terms of the ability of the products or services to provide satisfaction of needs and wants. On the other hand, re-intermediation is brought about in that; the connection with intermediaries such as brokers, wholesalers and retailers provides an organisation with access to a specific market segment. This is essential in that organizations are able to increase their diversity in terms of access o new markets and consumer segments. This provides organizations with the much-needed avenues for improving service delivery to the consumers in the market (Friedman, pp. 69). Commercial opportunities in the internet are available to both organizations and individuals seeking to start enterprises. Frictionless commerce is usually attractive for both the customer and the organisation. This is because it provides mediums, which ensure minimal contact between the customer and the seller. Organizations could use the internet by using approaches, which would ensure that they are able to increase their profitability and levels of competitiveness. Increasing skills and knowledge as it relates to functions in an organisation with respect to technological advancements is paramount in contemporary organizations. Organizations could ensure that they have access to highly qualified individuals with employee programs such as training and development of employees in preparation for the technological changes, which have been gradually changing market conditions and commerce in general. Traditional commerce has been embedded in friction, which arises from issues such as costs of finding partners, costs of gathering information about products and consumers and the costs of establishing customer trust and loyalty. For achievement of frictionless commerce, there is paramount need for individuals in business as well as corporations to ensure they have adequate and perfect information about consumer needs, wants and their respective markets of operation. Organizations could ensure that they have adequate information about the pricing strategies and trends used in a given market. This allows for preparations by an organisation with the aim of ensuring that they maximize their revenues. Pricing strategies should be made with respect tom the demand and supply of goods and services issued by an organisation in its respective market of operation. Miscalculations about pricing of services and goods in a market would be a costly mistake for an organisation (Friedman, pp. 77). Organizations and business people could also take advantage of the technological advancements and ensure their survival using personalized marketing approaches provided by an organisation. Personalized marketing is essential in the contemporary business settings as it provides the organisation with an avenue of attracting potentially loyal consumers of its products and services. Customer trust and loyalty is usually based on the satisfaction of the consumer needs and wants and the provision of the customer with a profound customer experience. Hence, an organisation should be able to invest in marketing approaches, which ensure attraction of new customers. In addition, this could be enhanced by research and development of new products and services in the market. Research and development is paramount for organizations, which aim at achievement of their strategic goals and objectives. Research and development could entail research on new products, strategies, and markets’ viability. This provides the organisation with the much-needed precise information about issues, which relate to the achievement of its strategic goals and objectives. Organizational functions are usually driven by the need to increase profitability through understanding the consumer needs and wants. Understanding the consumer needs and wants is essential in that it provides the organisation with information such as the current and future consumer trends. Such information provides the organisation with information, which could be used in planning and budgeting to ensure the satisfaction of the consumer needs and wants (Friedman, pp. 89). Conclusively customer focus could be achieved with use of technology systems. An organisation usually exists because of the presence of customer who are purchasers of the organization’s services and products. Additionally, organizations could ensure their presence in the internet and provide for electronic payments and the subsequent deliveries of products. such usually provides security to the consumer that he or she is able to get additional value for the services and products purchased from an organisation. Special focus on consumer needs and wants ensures that an organisation has perfect information about the consumer needs, wants and preferences; resulting in the development of goods and services which are sufficient for the consumers in their efforts of satisfaction of their needs and wants.

What constitutes a prudent strategic planning process(In public Essay

What constitutes a prudent strategic planning process(In public service) - Essay Example In the process of establishing a strategy, the first measure has to be establishing a foundation for the process. This entails planning how to instigate the process of strategy making. This ascertains that no hitches are experienced in the planning process. According to Norman Flynn, this procedure is known as planning how to plan (Norman 184). This procedure further ensures that guidelines for the process are clearly articulated beforehand. The goal for setting out strategies entails achieving the mission and vision of the respective public organ. As such, it is imperative that these be spelled out clearly in the strategic planning process. This is hinged on the fact that, this ensures that the strategies are formulated in line with the respective vision and mission of the public organ. This assertion is further cited by other researchers (Bryson 266). When this is not adhered to, the public organ runs the risk of formulating redundant strategies thus impeding its overall benefit to the public. Often, there are intrinsic factors that prevent a firm from total effectiveness in its mandated task. It is only in the event where such factors, if indeed they exist, are addressed will the organization realize its mission and vision. As such, an important element in a strategic management process identification of these factors. These intrinsic factors fashion a core rationale behind the failure of public endeavors (Steiner, 325). A variety of different strategies are normally proposed during the strategic planning process. However, it takes significant deliberation to arrive at the most beneficial avenue. The team tasked with this mandate has to weight the impact of all the proposed strategies and recommend the most appropriate one. The team must seek to answer preset questions on the best avenue to employ (Sukumar 134). The best strategy should be the one that positively answers these preset questions. At its climax, the planning process

Art Museum Paper Research Example | Topics and Well Written Essays - 1000 words

Art Museum - Research Paper Example He is considered a modern artist, which means that he belongs to the era that roughly extended from the 1980’s to the 1970’s, and of a movement that is characterized by a tendency towards experimentation and abstraction (Cahoone). However, despite the undeniable fact that his work was fresh and thought provoking, he shied away from creating abstract artwork, and stuck to the classical technique of oil painting. His paintings were composed and crisp, marked with the influence of the realist painter Gustave Courbet. With superficial examination one might declare that there is nothing modern about Balthus’ work. However, there is an indisputable air of strangeness to his work. This ‘strangeness’ that strikes many as almost disturbing is felt not through the style of painting but rather it was within his depictions and subjects that he displayed his modernism. Balthus’ art is marked with his fascination for the uninnocent sexuality of adolescent girls. Most of his work feature young women in an ordinary setting, but they are shown as naked, or are shown in contorted and suggestive positions. While the artist himself insists that there is no element of sexual provocation in his work (Cahoone), it is difficult to deny the stimulating and sexual nature of most of his work. An example of this would be the oil painting ‘Guitar Lesson’ which was made in 1934. While the title brings to mind an almost domestic scene, the actual painting depicts a young woman half naked with her skirt pulled almost to her waist exposing her bare private parts while she lies across her music instructor’s lap in place of a guitar. Her music instructor, who is a middle aged woman, holds her much as she would hold a guitar, with her right hand clutching the young woman’s hair and the left hand grasping her student’s inner thigh provocatively close to her

Case bmw Essay Example | Topics and Well Written Essays - 250 words

Case bmw - Essay Example Other commitments that come with committing to the Aerospace Industrial Strategy are ATI (HM Government 6). Finally, BMW needs to have a huge pool of capital to venture into such as business. The aerospace industry rates among the most expensive in the world, and; therefore, any firm willing to venture into this business should have a wide pool of capital (HM Government 6). The aerospace industry is highly rated (HM Government 44). It adds huge value to a company. Investors are willing to invest in firm that will give ample returns of their investment; thus BMW will have a wide pool of investors due to their planned venture into this industry. This endeavour will also allow BMW to follow regulatory issues in the aerospace sector. It will allow their firm to have a wider pool of talented workers because in a highly valued sector, there is a much wider pool of talent compared to other sectors (HM Government 44). Normally, investors will look at a firm’s position and evaluate their performance; therefore, if BMW is willing to venture into this sector, then it will have a much wider pool of investors. HM Government. Lifting Off – Implementing the Strategic Vision for UK Aerospace. N.p, 2013. Web.