Effect Essay

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In early February of 00, I got accepted into Husson College of Bangor, Maine. I was very happy. Three weeks later I also got accepted into EMCC of Bangor Maine. Now I found myself trying to choose between the two schools. There are good things and bad things about both schools. I thought and discussed these issues with my family and after a couple of weeks I decided to try EMCC.

The cost difference between the schools was probably the biggest factor in my decision. I received scholarships to cover my entire first year’s tuition here at EMCC. That number would just skim the surface of a semester’s bill at Husson. As far as I am concerned, I can receive just as good of an education here and not feel like I am just a number. I will be able to graduate from EMCC virtually debt free, where as at Husson I would most likely face a five figure debt which would take me years to pay.

Another factor in my decision was two years versus four years. I honestly do not know if four more years of school would be for me. I like the fact that in less than two years I will be out working and starting a career, and if I feel the need to stay in school longer, I can do that also.

A third factor effecting my decision is that I did not want to take classes at Husson that I would never need to take here at EMCC. Four year schools like Husson usually make you take core courses that don’t always relate to your major. Here I am taking courses that the employers in my field of work want its workers to take.




Now that we are a couple of months into this first semester, I think my decision was a good one. I only had to pay $ 50 dollars of my own money. Now I only have to worry about paying for next year, if I do not get any financial aid. All I have to worry about now is working hard and getting my degree.



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coke

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In my opinion I think that “own brands” are a real threat to coca cola for a number of reasons. The first is the immediate success of these drinks in super markets such as Tescos and Sainsburys. The reason I think they are so successful in these shops is due to the very low prices when ever the taste is just as nice to some people. According to secret research conducted be Sainsburys two thirds of these who have tasted the new cola preferred it to coke or could not tell the difference The consumers of these own brand drinks then start replacing coca cola with this and will tell there friends who may also do like wise. However these products are not half as advertised as the real things meaning more people tend to stick with coke instead of trying these drinks. This is all to do with good advertising which includes some good catch fazes that u will be sure to remember the next time you see the product. Some of the facts also show that coke is feeling under pressure from Sainsburys as they have been trying to say that the legendary trademark has been infringed. They believe that own brand products have copied there packaging of red and white cans but tests show that this has either helped people or hasn’t made any effect. However I still think that they will never become close to as successful as coke due to its worldwide presence. Through out the first three chapters of this novel we learn a lot about the character of Curley’s wife and the role she plays. As I read these chapters my first impressions of her is that she is a lonely wife and craves attention from other ranch hands. This brings me on to the first and most noticeable point that I realised about Curley’s wife.

Although she is married to Curley she plays the role of a very flirty women who likes to be in the centre of attention with other men. This does not go unnoticed with the other ranchmen and on many occasions it is brought up “Yeah? Married to weeks and she’s got the eye?” Curleys’s wife is well know through out the ranch by all the men as “she got the eye going all the time on every body” After this is said Whit then says “I bet she even gives the stable buck the eye” This shows that Curleys wife is desperate or is in it for revenge as he stable buck is a nigger who is hated through out the ranch. The next most important point I learn about Curley’s wife is that she is very hard to please, “Well, I tell ya what, Curley says he’s keeping’ that hand soft for his wife” In my opinion Curleys failed attempts to satisfy her emotionally or physically, leads her to seek solace with other men even those least popular or disliked in the ranch. The first time we get a description on Curleys wife is mid way through chapter two when she appears standing at the doorway with her “full rouged lips and wide-spaced eyes, heavily made up. Her fingernails were red, her hair hung in little rolled clusters, like sausages she wore a cotton housedress and red mules, on the insteps of which were little bouquets of ostrich feathers.” This description of how Curley’s wife presents her self tells us a little about her personality. She uses the colour red a lot and as we know red represents a lot of things. The most important point in represents is danger and what’s to come. It also brings us back to weed where Lennie pulled at the red dress as he wanted to feel it but the woman got the wrong idea and moaned to the law that she had been raped. Red is also a very romantic colour and in my opinion Curley’s wife wears this colour to seduce me into being hers. I also believe she has the capability to cause and start fights as we see at the end of chapter three when Curley’s rage explodes on Lennie. However I don’t blame all this on Curley as the build up to the fight was to do with him not being able to look after his own wife. To conclude I think that Curley’s wife is a very nice woman however I think she is capable of causing a lot of trouble.










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Beowulf

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Beowolf compared to Superman

Beowulf, the Epic poem, describes the most heroic man of the Anglo-Saxon time. The hero, Beowulf, an invincible person with all the traits required of a hero. He is able to use his super-human physical strength and courage to put his and other people before himself. He encounters hideous monsters and the most ferocious of beasts, but he never fears the threat of death. He is so brave that he is even able to boast about all his achievements. Beowulf is the ultimate epic hero who risks his life countless times for immortal glory and for the good of others. He is very much like the heroic supermen of today’s world. Superman, for example, possesses extraordinary strength, power, and courage as tradition would demand; but stands up courageaouesly to any weapon man could use against him.

Beowulf is a hero in the eyes of his fellow men through his amazing physical strength. He fought in numerous battles and returned victorious from all but his last. In his argument with Unferth, Beowulf explains the reason he lost a swimming match with his youthful opponent Brecca. Not only had Beowulf been swimming for seven nights, he had also stopped to kill nine sea monsters in the depths of the ocean. Beowulf is also strong enough to kill the monster Grendel, who has been terrorizing the Danes for twelve years, with his bare hands by ripping off his arm. When Beowulf is fighting Grendels mother, who is seeking revenge on her sons death, he is able to slay her by slashing the monsters neck with a Giants sword that can only be lifted by a person as strong as Beowulf. When he chops off Grendel’s head, he carries it from the ocean with ease, but it takes four men to lift and carry it back to Herot mead-hall. This strength is a key trait of Beowulfs heroism. Superman is the “Man of Steel.” Clark discovers, he could easily hurdle a twenty story building, raise unbelievable weights, run faster then an express train, and that nothing less then a bursting shell could penetrate his skin. Of course Beowulf may not be as invincible, but sure is strong.

Another heroic trait of Beowulf is his ability to put his people’s welfare before his own. Beowulfs uncle is king of the Geats so he ask to be sent to help rid the Danes of the evil Grendel. Beowulf risks his own life for the Danes, asking help from no one. He realizes the dangers , but fears nothing for his own life. After Beowulf had served his people as King of the Geats for fifty years, he goes to battle one last time to fight a horrible dragon who is killing all of his people. Beowulf is old and tired, but he defeats the dragon in order to protect his people. There ends the life of this great hero




.Beowulf as a Reflection of Anglo-Saxon Values

In history, evil has reigned supreme across the world. Some people say that being evil is in every human. If this is true, then writing and movies and videogames are the ultimate way of releasing hatred of the world without hurting anyone. In Beowulf, all of societys evil can be personified within the demons of Cain. The main demon presented in Beowulf is Grendel. Grendel is the exact opposite of what the Anglo-Saxons held dear. Beowulf, the storys hero, is what every Anglo-Saxon strove to become in their lifetime. Grendel is constantly angry, afraid and unsure of himself; while Beowulf is fearless and loyal to his king.

Through Grendels own hatred and anger, he brings his own downfall. The monster has his roots in the vile creature Cain. Since Grendel is a descendant of Cain, he can never feel the love of God or of people. Through his hatred and fear, Grendel seals his own fate. Anger then leads itself to insecurity and low self-esteem. The moment Grendel realizes that there is someone just as strong as him, he tries to run away, but it is too late. Just like when the common meets his match, he runs in fear of not being able to win. Grendel does not have the audacity to stand up to Beowulf with all his might and therefore falls to Beowulf.

The exact opposite of the points mentioned thus far are made manifest within the character of Beowulf. Beowulf is easily able to defeat Grendel once Grendel has lost all hope of winning. Beowulf is also, instead of insecure and under-confident, overly confident and a braggart. The boasting would come naturally to any ancient Anglo-Saxon, if they had done a great deed. Thus Beowulf is a symbol of the good in peoples hearts for all time. All in all, Beowulf is a first-class example of how Anglo-Saxons lived their life. From Herot to the demons lurking within the earth, this epic poem was passed down orally from generation to generation in meetings and social gatherings. It is a feat in itself that this work of literature has survived the ages, even in print.

4 .Good and evil is one of the main conflicts in the poem Beowulf.

Beowulf and Grendel Good and Evil

Good and evil has existed throughout time. Heroes have defended the righteous, as villains were bent on destruction. This story represents these qualities in both main characters. The struggle began when God allowed Satan dominion over the earth. Since then the battle between them has been recorded throughout literary history. Some of the heroes that have challenged Satan did so to protect the weak. Others fought for fame and glory.

Beowulf, as a conquering hero, destroyed all the monsters in the sea as well as the giants. He has done this for fame and glory; not to protect those people threatened by these foul creatures. He is a killing addict that is constantly on a quest for a new fix. He must do this to achieve his ultimate goal. That is to be famous. He wants the scops to sing about him. He wants to be known by everyone in the world. This is his only purpose in life.

The theme of good vs. evil that is present in the story of Beowulf, has become the classic foundation of many modern stories. Beowulf and Grendel represent the ultimate struggle of good and evil. Grendel tries to destroy everything around him. To Beowulf, this is another conquest. It allows him to do yet another good deed that people will talk about.

Beowulf represents God and Grendel is Satan.

The struggle between God and Satan has existed throughout time. Beowulf is all that is good, moral, and ethical. He lives by the rules of God. Grendel denounces those rules to live by his own. Thinking only of that which gives him pleasure, he attempts to destroy everything good and kind. Beowulf is like a parent and Grendel is like a child whom he scolds. The characters of Beowulf and Grendel are represented in stories throughout history. They represent the classic struggle of good and evil. There will always be the hero looking for fame and glory. There will always be a monster that, acting like an overgrown child, throws a temper tantrum insisting on having everything their way and destroys everything that opposes them.



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York Thailand Marketing Management

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Executive Summary

A depth understanding is being made about the product especially the company itself. York, a multinational enterprise is, of course, without its flaw as well as its success story. York is the trading firm where it receives the product form aero master, the Sister Company as the manufacturer as well. The product line that I have decided to select is the Unitary Product Group which consist the various types of mini-splits, use for both residential and commercial market. Objectives, the purpose of the company are being stated although some of the parts are confidential and cannot use in this report. This is the case for many of the parts in these reports, so I tried to write as much as was allowed by the company.

In order to stay competitive and gain competitive leverage, some of the strategies the company uses concentrate on customer-based oriented. To achieve in this current dynamic market environment, it is essential to analyze what the customers or consumer needs are and find out ways that our products can deliver those desired needs.

Careful analysis of the five forces which determines the well being of the company are done in order to derive the SWOT analysis which is later used to develop our marketing strategies which are analyzed according to the element of marketing mix for more clarification. Recommendations will made according to what has been analyzed in our strategy analysis to better serve the customers by providing such tactics as provide attractive incentives such as high percentage of sales rate to induce those customers, namely the wholesalers, retailers or contractors to carry and try to sell our products. This will support the third objectives of the company and that is to increase the distribution outlet of 15% each year.




York Company profile

York International

York International was formally established in 1874 in the United States. The company was firstly successful in China and Britain, while the growth rate was rapidly increasing in the Asia-Pacific regions. For more than 10 years that York has expanded and developed to be the leader in the cooling system technology, nowadays, York is number one in the manufacturing, marketing and servicing the air conditioning system in the world market. There are evidences of these claims. York has designed and installed the air conditioning system in the most important places such as Empire State, World Trade Center New York, Opera House Australia, NASA, and many famous international airports. Moreover, since 160, York’s air conditioning system was installed during Olympic Games, also the recent Olympic Games at Sydney, Australia in the year 000.

York International is the largest independent supplier of heating, ventilation, air conditioning and refrigeration (HVAC&R) products in the United Stated and leading competitor globally. York designs, manufactures, sells and services heating, ventilation and air conditioning systems, and compressors for residential and commercial markets; gas compression equipment for industrial processing; industrial and commercial refrigeration equipment; and compressors for air conditioning and refrigeration applications.

The Unitary Products Group designs manufactures and distributes a full line of cooling and heating systems which can be found in private homes, apartments and small commercial facilities. Products include ducted central air conditioning and heating system (air conditioners, heat pumps, and furnaces), light commercial heating and cooling equipment, ductless mini splits, and reciprocating and scroll OEM compressors (for original equipment manufacturers and for sale by wholesale distributors). The company emphasizes operating efficiencies and compactness in its highly reliable products and systems. Products, parts and systems are sold through independent distributors and company-owned branches. Compressors are sold directly to other OEM manufacturers.

Engineered Systems Products group include cooling and heating system which are custom engineered to meet specific customer needs and applications. This group of products include air-cooled and water cooled commercial chillers, central air handling equipment, variable air volume units and control equipment to monitor and control cooling systems, marine systems (chilled water systems for use on U.S., British and French naval vessels), and after market services (retrofit and replacement of systems and routine, emergency and performance improvement services.

Much like Engineered Systems products, the products in the Refrigeration Products Group are custom designed to meet specific needs and applications. The wide range of products include crew and reciprocating compressors, condensers, evaporators, heat transfer equipment and pressure vessels, spiral, tunnel and plate freezers, packaged refrigeration systems, hygienic air handling and distribution systems and distribution system, and automated plant control systems, as well as gas compression and Co system for the oil, gas and petrochemical industries. Refrigeration systems are essential in textile, electronic, pharmaceutical, petrochemical, food and beverage, and much other process cooling operations, and in maintaining these products in warehouses, distribution centers and retail outlets. York supplies a substantial portion of the vital refrigeration systems used in industrial and food processing applications throughout the world.

At present, the head office of York International is at Pennsylvania, USA. And there are the manufacturing bases in more than 0 countries worldwide. Furthermore, there are more than 700 office branches in more than 10 countries.

York Thailand

As York noticed Thailand as one of the potential markets in Asia, therefore, the company expands another branch in Thailand under the name “York Air Conditioning and Refrigeration Inc.,” in 11 where it is the distributing and servicing center. The management and administration are organized by all Thai people who are well trained in each particular function. All the new technologies are transferred form the head office in the States. Therefore, the quality control and product improvement would be as good as the international standard. Nowadays, York Thailand is famous and well-know in product quality and the best services as responding to Thai market.

Current Market Situation

The company started selling in Thailand since 11. Its competitors “Mitsubishi” who is market leader hold 0% of the market share, “Carrier” hold 1% of the market share and “National” hold 10% of the market share.

In 001, Air-Conditioner market contained about 50,000 units, value 7,000 million Thai baht that decrease from last year 0%. In the Air-Conditioner market, the portion of large-scale air-conditioner is 1,400 million baht, Medium scale air-conditioner 800 million baht and small-scale air-conditioner at 5,800 million baht. The large scale and medium scale was decrease by 0-80% this year. However the small scale Air- Conditioner only reduces by 10%.

The major factor for the decrease in air-conditioner is Economic crisis and every manufacturer have to mark up the price 5-0% more from the value added tax and the increase of raw material price from the devaluation of baht. All these lead to lower purchasing power.

Customer’s needs

Customer needs air conditioner at lowest price possible with qualified specification according to their needs. As in Thailand, there are increase air pollution and increase in temperature so; customers are looking for air-conditioner that has air filter and high speed of cooling the room.

Buying Behavior

Customers that buy their own house usually have air conditioner. Number of air-conditioner in their place depends on the number of people in the household. Non users of air-conditioner they give reason that it’s unnecessary and some said that it is too expensive for them as these people have low income and did not have their own house. They give important to price, promotion and brand image have effect on perceive price of the product.

Perceptions

Customer perceives the product according to their image or reputation of the brand. They are willing to pay higher price for reliable product that suits their needs. But consumer doesn’t have full information and understanding about BTU of air-conditioner. They match the brand image with price and quality of the product.

Product Situation

Currently, in the Unitary Product Group in which we are focusing on minisplite that is for a commercial and residential market, various features and models are provide to the consumers, each delivering different features which are preferred by the consumers. Such features would include remote control based to control the functions of the Air conditioning as well as an improvement in package to convey to the consumers, the cleanliness and environmental friendly Air Conditioning, which helps, preserve the environment. York offers quality product in terms of durability and reliability with constant maintenance check and repair. Even though Air Conditioning is more or less a homogenous group differentiating the product through features or attributes would have little impact on the consumers. Therefore, the use of brand name is the corporate image is a useful tool in gaining leverage against competitors.

Their company’s policy is to work in honesty with sincerity to maximize the consumer relationship, building them into clients with the use of market-orientation, the trading firm, which is York can maximize customer satisfaction.

Nowadays, more customers concerned about electricity saving products, with Thai may lead the company to produce more energy saving models to serve the customers’ needs as well as use environmental friendly raw material, components, and parts in the company production to serve those customers who are environmental alert the market also interested in the new technology as well as the product durability. The company has to find out what the customers really want and try to produce the product to satisfy their wants.

Mitsubishi

Kanyong Wattana Company Limited. Is the dealer of the Mitsubishi “Heavy Duty” Mitsubishis’ air conditioner has gain 0% of the market share and is the brand which has gained probably the most customer brand awareness in the market . Their target group is people who are quality alert in term of aspect. The company has prepared their marketing strategy emphasize on durability with years guarantee while the others have only 1 year or not more than years guarantee. They introduced the aspect of durability to differentiate Mitsubishi from the others.

Positioning

Most of their customer relies on the company‘s quality standard, especially in terms of durability. They positioned their product as the most durable product and their product is mainly targeted to the high-income customers. This level is suitable for logical thinking people who have high education. Accordingly, the price does not affect their purchasing power. Most of customers have well known to their brand through the use of mass media therefore it is unnecessary to send salesperson to customer place. This show Mitsubishi is using pull strategy.

Carrier

Carrier air conditioner was distributed by Carrier (Thailand) Company Limited. They have the second highest market share in the market. Their market share is about 1%. They position their product in terms of the most quite air conditioner, which widely used. They have been the leaders of air conditioner sales in the big size model, which have the market share of 45% from the total market value of 10 billion baht. Carriers have been U.S. products.

Positioning

Carrier positions itself with high quality in term of quite. They advertised Carrier that most airports used which also to promote the durable aspect of the product. Recently they emphasized their service on sales-service be provide more spare parts to customers. They invested to improve all service centers in year 18.

National

AP National Sales Company Limited is the distributor of National appliances including air-conditioner. In 000, National has used to be the third of the total market share or 10% from the whole market. The company hoped to be the first of the net sales in the next 5 years. They did marketing research about purchasing achieves in how consumers making a decision to buy air conditioners and discovered that consumers were interested in quite of air conditioner first, then cleanliness and then electricity saving aspect. After that they have launched advertising for the product brand awareness in terms of “Clean and quiet”. They targeted in the middle to high modern family who concerned with the technology and health.

Positioning

They position their product as the standard in quality appliance and focus in the quiet of the product, they also have emphasized on the after sales services by setting the after sales services center named “National Information Center” which allows customers to call directly. Nowadays, National have developed the dealers to be “Air Conditioner Service Dealer”

Opportunity and Issue analysis

Strengths and Weakness

Strength

The major strength of the Company would be it’s corporate image as well as brand image since it has been established for more than a century and has the technological know �how for they are the first Company to specialize in this field. The corporate policy is based on honesty and sincerity. The symbol itself explains the strength of the Company. The York “Sun flake” signifies a contemporary interpretation of sun and snow in their simplest forms. Together, they symbolize the elements of fire and water and the transformation of hot to cold. The York Sun flake is a strong, vital and cohesive image designed to convey a sense of unity, trust and an orientation to the future. As an American brand the Company has earned itself, strong trust and acceptance from customers all over the world, especially for attributes such as durability and reliability.

York offers wide ranges of product lines as well as various systems. The three main types of systems are Unitary Product Group (in which our report is focusing on), Applied System where the system where the systems are installed for large projects such as an office buildings, airports, or even the U.S. Submarine. Its strength would mainly lie on the Applied System (their main foci) which is technological intensive and less on the commercial and residential markets.

Furthermore, York is a multinational enterprise where the management is of professional international style, focusing on customer-oriented. Skilled employees within the Company, not only at the headquarters support this but its affiliates all over the world. These employees, both blue and white collars are constantly trained to up-date their skills and technological know-how to better serve the customers.

In physical distribution, York utilizes its own warehouse, which gives the Company high level in controlling over warehouse operation. Air Conditioning needs to be inventoried carefully to reduce any risk of spoilage or damage from mishandling of the products. Since York is using private warehouse, looking after the product would not be too difficult or risky. The line of communication becomes clearer and critical information is available thus lessen the errors that may occur which will reduce the cost for the Company. York’s product requires careful handling to reduce any damage or spoilage, which occurs from poor handling. The warehouse is situated near the market, using the market-oriented strategy to best serve the target market a maximizing customer’s satisfaction. Added on to this maximization of customer’s satisfaction, York uses two types of transportation. Delivering products within the metropolitan and the Suburban area, York uses its own transportation, while greater distance such as provinces beyond the suburban area, York will make use of the transportation (freight) service to reduce the cost of transportation which would have been otherwise incurred by the Company if it was to acquire containers and trucks for this. These transportation services companies possess special skill in handling and delivering products. Not only will this save the cost of transportation, but it will also save the total cost of physical distribution.

The major strengths are

1. York emphasized on product quality; in addition it received certificate of Europe which can guarantee in its product that meet the world standard.

. York provided 5 years product warrantees while the others provided only 1 year.

. York also provided high standard service to its customers such after sale service and system installation.

4. Product model FRCH 1, FRCH 1, and FRCH 5 have received number 5-label electricity saving certificate.

Weakness

Air Conditioning is reckoned as homogenous products delivering the same basic functions even though the attributes or the features may vary slightly from on another. Besides the brand image, differentiating our product from our competitors is very difficult. This results in low brand awareness because the product is homogeneous and the only way to create brand awareness is to heavily advertise. Another factor that results in low brand awareness among consumer is that York’s point of convergence is on the Applied System, which handles large projects, and very little on Unitary Product Group.

Another weakness of York is that they are the Trading firm and not the manufacturer of the product therefore, producing products that best serve the local market is very difficult. Not only this, the quality control is difficult as well.

The major weaknesses are

1. York air conditioner has small number of dealer & has low market coverage so it is inconvenience for consumer to contact with York dealer. Consumer perceives York as industrial goods that used only in office, hotel & apartment.

. York air conditioner is expensive when compared with other domestic air-conditioner & electric fan.

. York has few number 5 labels, which may lead to lower attention for those who concern about electricity saves.

4. As York imported some part & RM used in the production. Its price may not stable during currency fluctuation. And York may receive less attention for those who concern in localization.

5. York does not have certificate of International Organization for Standardization (ISO).

Opportunity and Threat Analysis

Opportunity

With the increase in worldwide interest on the global warming or the green house effect, more and more of the people are becoming environmentally conscious. With our technological know-how, the Company can set up a CFC retrofit program in order to convey the message that the Company is environmentally conscious and cares for the preservations of the natural resources.

Another opportunity would be the seasonally as a result of the El Nino. Because of this, the temperature in the hot and tropical climate countries may see a rise in demand for Air Conditioning in the residential market.

The major opportunities are

1. High-income people are mostly in Bangkok. Most people in Bangkok have higher discretionary income compared to any part in Thailand. There is a higher potential when entering the households in Bangkok.

. Most of the people are now concerned about their expenses so they want to choose air-conditioner that perform efficiency and save cost. And we provide air conditioner that meets the user need.

. Due to geographic of Thailand, which located near the Equator, with high temperature may lead to an increasing in demand of air-conditioner. And the temperature is likely to increase every year.

4. Thai people are increasing concern about saving environment. York air-conditioner is concern for environment by using non-CFC coolant system.

5. With The Electricity Generation Authority of Thailand (EGAT) held campaign to encourage sale of air-conditioner with number 5 by giving back money to the customer 10,000 baht in cash and later the customer have to make installment, pay money back to EGAT each month for 0 months.

Threat

Due to the economic recession in Thailand, this pose as a threat to this type of industry since the price of Air Conditioner is moderate to high price. Following the economic recession, the inflation rate plummets to a considerable high figure resulting in decrease in purchasing power as well as the consumer’s discretionary income.

This industry is highly competitive with easy entry barrier, thus the competition among brands are very aggressive. More brands enter the market, both local and foreign brands; consumers are given more choices in purchasing this type of product.

Government regulations concerning custom tax on components (in which it was stated before that 50% of our components are imported) may result in increase in cost incurred by tax in which some of this coast may be passed on to consumers.

The major threats are

1. Presently, Thai people have lower purchasing ability due to the economic recession. Because of the resulting high cost, decision of purchasing air-conditioner is also effected.

. Due to economic crisis that Thailand has now face, which affect business activity especially luxury item. People are likely to buy less on this item because economic down turn, their buying behavior has change and their purchasing power is decreasing. Unemployment has been increasing since many companies in Thailand were bankrupted.

. Consumers are less awareness about York air-conditioner because York does only little sales promotion. They didn’t advertise on television, and they have only few items in the product line that have number 5, which mean save electricity. So consumers are less prefers to buy York.

Objectives

Company mission

Build on the York tradition and innovative technology to become the worldwide leader of environmentally responsive heating, ventilation and air conditioning designed to improve the quality of life. York served the need of the community by providing products and services of superior quality affair price to our customer. To do these so as to earn and adequate profit which is required for the total enterprise to grow and by so doing provide the opportunity for our employees and shareholders to achieve the reasonable company and personal goal.

Objective

In 00, the estimated air conditioner industry value is 7,000 million. This is reduced from last year industry value 1.5%.

Sales Volume 1,050 million

Market Share 15%

Company Market Objective Plan

1. To be the leader in consumer market by year 004

. To increase consumer awareness of York air-conditioner

. To increase 5% market share by year 004

Financial Objective

1. To maximize our shareholder wealth through careful implementation of financial strategy and policy.

. To achieve profit margin by 1.5% by year 00

Marketing Strategy

• Target Market

The target market of consumer is who age above 40 years old and have income above 50,000 baht.

• Position

York positions the product to be environmental friendly Air Conditioner, which helps preserve the environment. York also positions quality product in term of durability and reliability with constant maintenance check and repair. Nowadays people concerned more about their health, therefore we introduce a new feature to the market that is killing bacteria air conditioner to serve those health conscious customers.

• Product’s Unique Selling Attributes

The unique selling point of our product is as follows

- The company provides service such as one-year free cleaning service.

- The company offers 5 years guarantee compressors.

- High quality product.

- Offer air conditioner that kill bacteria.

• Price Pricing Objective, Pricing Strategy, Pricing Method

Pricing objective Product quality leadership builds high-quality air condition and prices them a few hundred dollars more than competitors’ air conditioners.

Pricing strategy According to company’s objective so our price strategy is “product-line pricing” as we offer a different version of its product lines. We use price steps to establish price along amount of BTU. And we also price it with different feature. The price step should take into account cost differences between the air-conditioners, customer evaluations of the different features and competitors’ prices. We need to establish perceived the quality difference that justifies the price different.

Pricing method A company set the price by using mark up on price method. Markups vary considerably among different goods. Markups are generally higher on seasonal items. So we can cover the risk of not selling.

• Distribution Coverage, Channel, and Number of Outlets

Distribution Objectives

1. Motivate channel members to perform target sales efficiently.

. Create good image by channel members.

. We increase intermediary to serve customers efficiently

4. To increase dealers 15% every year

Coverage

The coverage strategy is multiple regions, which include

1. Chiang Mai (North)

. Khon Khen (Northeast)

. Chonburi (East)

4. Songkhla (South)

5. Prajuabkrikhun (West)

Distribution Channel Strategy

The company used direct and indirect marketing. We use direct marketing which are Internet and toll-free number in the television and newspaper advertisement. The company used indirect marketing strategy. By this distribution, the company can penetrate market effectively

Manufacturer Wholesaler Retailer Customer

Manufacturer Dealer Customer

The indirect marketing channel means that our company sells through intermediately. We use this channel of distribution because our company believes that intermediary can reach customer more effectively and intermediary can persuade customer to buy the product. We focus on three major distribution outlets, which are in Bangkok, other distribution provinces, and in the suburban.

The company used direct and indirect marketing. We use direct marketing which are Internet and toll-free number in thee television and newspaper advertisement.

Number of Outlet

We have 65 outlets nationwide.

Action Program and Financial Projection

• Advertising

Objectives

1. To create the brand awareness of York among the customers from .% to 100% in year 00

. To build company’s image by emphasizing York Air conditioner as the American made product

. To build brand preference by advertising more on durability attribute and Certificate of Europe which is our competitive advantage.

4. To convince customers that York is the quality-emphasized brand.

5. To encourage the customer to use York.

Media Selection

In order to get high number of reach of the target market, we decide to use Television as our major medium and supported by newspapers, magazines and Billboards.

Budget

Television 0,558,750

Newspaper 47,887,500

Magazine 64,000

Billboard 16,800,000

Total 155,510,50



• Sales Promotion for Consumer and Outlets

Objectives

1. To increase sales volume from 1,050,000,000 in year 00 to 1,87,41,480 in year 00.

. To accelerate the purchasing behavior of customers

. To motivate salespersons to perform sale function effectively by using the sales contest.

Tools

In order to achieve the objectives, company has selected the following tools to be used in promotional program.

Consumer Promotion

1. Exhibition Company will organize the exhibition throughout the region of Thailand; North, Northeast, South and Bangkok. In the exhibition will inform customers about the general knowledge of our products. This is expected to draw traffic of customers to the exhibition and create awareness.

Product Warranties We provide 5 years guarantee on compressor.

. Premium We are going to give microwave as premium to the customer who buys “York” during the exhibition.

After-Sales Service We will open a service center in Bangkok at Rachada area and open one branch each year.

. Maintenance According to our marketing research, we decide to give years free maintenance, which is the second choice that customers preferred. The reason why we ignored discount 10-15% is because it could decrease our brand image.

Sales Force Promotion

• Sales contest We set the salespersons’ motivation by giving them 7 days packaged tour to USA if they can reach company’s target sale volume.

• Commission the salesperson will get % of sales that they can make.

Dealer Promotion

• Cash Discount We will give the dealers /10,n/0 in order to generate sales

• Incentive program The company set the target sales volume for the dealers. And if the dealers can get to that sale volume, we will give them 5 days packed tour to USA.

We have set budget for sales promotion, direct marketing and Public Relation by allocate 1% from sale volume.

Budget

Exhibition Baht 44,000

Product Warranties (spare parts) 500,000

After Sale Service .000,000

Maintenance year 15,000,000

Sales Contest (10 Persons) 800,000

Premium (16,070000) 48,10,000

Commission % 1,000,000

Cash Discount % 1,000,000

Incentive Program (10 dealers) 700,000

Miscellaneous Expense 1,000,000

Total Baht 118,154,00

• Direct Marketing

Objectives

1. To achieve direct response rate 5% from prospect customers.

. To make it convenience for customers to order the product.

. To educate the customers before making their decision to buy York air conditioner.

Tools

Internet We decide to make a homepage therefore the customers can have a detailed information at their fingertips. They can get answer to their queries by sending us e-mail and hence, clear their doubts sitting right in their home without making much effort.

TV Put toll-free number in the advertisement.

Newspaper and Magazine Put toll-free number in the advertisement.

Budget

Operator salary (1 person) Baht 6,000

Training expense ,000

Telephone expense 6,600

Internet expense 18,000

Total Baht 86,600

(Newspaper, Magazine and television expenses already included in advertising expense)

• PR and Publicity

Objectives

1. To inform the activities of our company.

. To communicate good will with the customers through sponsorship of the “HARN ” program.

Tools

In order to achieve the objectives, company has following to be used in public Relation and Publicity program.

Implementation Control

Our company has proposed marketing tactics for our two year action plan starting from Mar 1, 00 to Feb. 8, 004. Our objective is of disposing 5,500 unit of air conditioner by the end of year 004

• Pricing implementation Plan

As our price of Air Conditioning has perceived in moderate to high level, we will not lower down our prices that might, in turn, hurt the image of the company. In stead, we will try to convince customer to accept this price. The higher price the customers pay is compensate with their images and loyalties of using York Air Conditioning.

• Distribution Implementation Plan

Our company use indirect distribution. The company will use selective distribution for indirect distribution method. We will continue developing good relationships with our intermediaries. By doing this, the feedback will be more easily obtained.

• Promotion Implementation Plan

The objective of customers’ promotional program for the year

- To create product and brand awareness of the company within the first quarter of the year.

- To boost sales.

- To attract non-users of air conditioner.

Conclusion

York International has entered into Thailand since 11. The objective of the company is to gain 5% market share by year 00. To achieve this objective, they have set up strategies by emphasizing on “high-quality, high-price”. This strategy did not suit with Thai market since there was economic crisis and most consumers are price-sensitive. This leads to slow market growth, because the market demand is not as company forecasted. Another problem facing our company is low level of consumer brand awareness. With this, the Thai market did not know even the company’s product quality. The company has to adjust its strategy to coincide with the current market situation. That emphasizes more on public relations as well as product advertising to stimulate brand awareness.

Another important factor affecting the company’s performance is the high degree of competition in air-conditioner industry. Competitors have higher market share because they have intensive advertising and lots of sales promotions that can attract customer’s interest. They gain large market share because they have been long into Thai market. This makes the market hard to penetrate.

Therefore, the company has to set up new strategy to emphasis move on advertising and attractive premium in order to gain customer interest in order to achieve the York market objective.



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Weight Discrimination

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Weight Discrimination

The ideal of weight as a disability is debatable in Corporate America. The American Disability Act (ADA) defines a disability as meaning, with respect to an individual, a physical or mental impairment that substantially limits one or more of the major life activities of such individual, or . . . being regarded as having such an impairment.

The impairment terms are when a person is not physically able to do the job because of their weight. Recently in the news, a Russian dancer was released from a dance company because she was too heavy for the other dancers to lift her. The Russian dancer is far from being obese and no where near being overweight by physical appearance but because she was release for not being able to do her job is an issue that may/may not qualify for a suit of weight discrimination. The ADA regard to this issue is if the boss regards the overweight employee as being physically impaired. I will be following this case to see the outcome.




American obesity is on the rise by 0%. American Obesity Association states on its web site that 55% of American adults are categorized as obese or overweight. Obesity is known to be unhealthy and it can substantially increase risk for many disabling conditions such as diabetes, heart disease, stroke, gall bladder disease, and some forms of cancer. That said, Weight Discrimination in the work place has become just as popular as any other form of hidden discrimination in the work force.

This paper looks as how weight discrimination in both the civilian sector and the U.S. militaries. Far to often the civilian sector looks upon the military standards for a company’s purposed guidelines in many aspects of their business operation. However, the means to accomplish and/or maintain this standard is either not effective or is not existent. The direct opposite is present in the military, the have the means to accomplish and maintain this standard because military members are forced to maintain certain weight standards due of implication of a unit not being mission ready when called upon to carry out an orders effect our nations interest.

The Army uses what is comically called a “fat boy” regulation, Army

Regulation (AR600-). This regulation governs the prescribed weight standards by age and gender. When soldiers are overweight they are looked upon to be incapable of accomplishing the mission. Supervisors are harder on the soldier, they may be passed over for special assignment, promotion to the next highest pay grade. Many times, this form of discreet verbal abuse is enough to push some over the edge. This example, clearly shows overweight people within the military are subject to both subtle and blatant forms of discrimination. However, it not called discrimination, it masked as a motivator - to help motivate soldiers to get within standard and to maintain those standards.

In reviewing the civilian sector, I see some of the same similarities. The appearance in corporate America is considered to be a selling factor for most companies. If you are overweight it is almost certain you will not be standing in front of a group of people selling the company’s product or image. The standard Professional looking image is sleek and thin.

Most companies tend not to show a genuine concern about an employee’s health until it causes the company money, such as an increase in health insurance.

Bottom line - When corporations being to lose money, weight became a hot issue. in the past year U.S.

companies have lost $1 billion dollars due to higher use of health care to treat obesity-related diseases. Now corporations are concern, because they now have lower productivity and more absenteeism, according to the Washington Business Group on Health, an organization representing large employers. Obesity outranks both smoking and drinking in terms of increased health costs.

Even though obesity is a significant problem, discrimination occurs and

should not be tolerated because we have rights as a people.

Discrimination is defined as unequal treatment of employees based on non-job-related factors, such as race, sex, age, national origin, religion, color, and physical or mental handicap. Discrimination in any form is unacceptable and should not be tolerated.

Companies do not have the right to discriminate because of weight. Regretfully, there is no law in place to protect overweight people. In short, size does matter!

In making the military behavior more acceptable, there are programs put in place to assist the military member in meeting weight standards. Does that mean that the military has a genuine concern for each soldier’s health, more than civilian sector? No it is because, the military has to be able to performance during extreme and very trying time during various mission related to national defense.

There does not appear to be any legal recourse for weight discrimination because it is hard to prove in the legal arena.

The major civil rights statutes focus on traits that cannot be changed, such as race, gender, or age. Since a persons weight is usually not an unalterable trait, it is difficult, if not impossible to find a provision in a law that provides protection for overweight people. The one possible exception to this conclusion is the Americans with Disabilities Act. By the terms of this law, it was passed because discrimination against individuals with disabilities persists in areas like employment. Individuals with disabilities are normally discrete and insular minorities who have been faced with a history of unequal treatment.

The ADA prohibits most employers from discriminating against qualified individuals with a disability, because of the disability of such individual, in regard to job application procedures, the hiring, advancement, or discharge of employees, employee compensation, job training and . . . other privileges of employment.

Classes of people which suffer discrimination often have to put in twice the effort others do to succeed in the workplace. If you belong to one or more minority groups you have to try three times as hard.

You deserve to be treated fairly and judged on your qualifications, your talents, and your job performance. Weight discrimination, like any prejudice, is wrong. 000, Council on Size & Weight Discrimination, Inc. 845-67-10.

I have review several cases on weight discrimination in both organizations and found them both to have more or less have the same substance. “Your appearance is unbecoming,” or “You are not qualified because of your appearance.” Those words are heard all to often when you are on the receiving end of being overweight. These quotes are the same for military related soldiers. Only to add, “You are not mission ready.” All these words are hurtful and can cause a low morale in the organization or low self esteem.

A 18 survey by the Sacramento-based National Association to Advance Fat Acceptance showed that many fat people sense discrimination but cant prove it. 6 percent of fat women and 4 percent of fat men reported not being hired for a job because of their weight.

Several cases have been filed but few have actually won.

About 54 percent of military people are overweight, and 6. percent are obese, according to a study done by Dr. Richard Atkinson, a professor of internal medicine at the University of Wisconsin.

In the civilian world, the majority of overweight people are women, while in the military, the reverse holds true. Atkinson said a study that shows 58.6 percent of the men and 6.1 percent of the women in the military are overweight. When military members do not maintain weight standard, they may be face with one of the following examples

- About 600 people are separated from the Air Force every year for weight reasons.

- In the Navy, overweight sailors are barred from advancement, and when their four-year contract expires, many are not allowed to re-enlisted, because they could not meet and/or maintain Navy standards.

Each year, between ,000 and 4,500 people are discharged from all branches of the military for being overweight.

As of today, there are only four places in the nation that have laws that directly prohibit discrimination by weight. They are San Francisco, Santa Cruz, Washington, D.C., and Michigan. Federal law, many states and local statutes protect the disabled, which has inspired some advocates to litigate fat-discrimination disputes on the basis of disability rights laws.

The hallmark federal law is the Americans with Disabilities Act. It defines disability as a condition that substantially limits a major life activity. It does not specifically include fat people, but it does protect people with some of the medical conditions caused by obesity.



Works Cited

Week of April 1, 00, In Depth The Business of Fat /sacramento/stories/00/04/1/focus.html

00 American City Business Journals Inc. Kathy Robertson

Watching The Corporate Waistline

Kasia Moreno, Forbes.com, 08.04.0

The Technical Assistance Manual - Title I - ADA - Section I-5

The Americans with Disabilities Act, th Annual EEO Conference, November , 15

�000, Council on Size & Weight Discrimination, Inc. 845-67-10 www.cswd.org

Channel news.com Colorado

Researchers study weight management program

By Tech. Sgt. Steve Elliott

Wilford Hall Medical Center Public Affairs

1/07/01

Military fights growing waistlines

Battle of the Bulge

By Kimberly E. Mock mailtokmock@onlineathens.com

kmock@onlineathens.com

Athens Banner-Herald on Thursday, May 15, 00.



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Niemans

If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on Niemans. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Niemans paper right on time.

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1. SWOT Analysis

a. Strengths � One of Neiman Marcus’ biggest strengths is its brand recognition. Everybody knows what he or she is getting when they walk into Neimans. The relationships that their salespeople have with their clientele are also helpful to increase sales. The personal one on one style will keep bringing people back.

b. Weaknesses � Neiman’s sells products that are for a very specific, niche group. Their products do not and cannot appeal to the masses. It will be difficult to attract the occasional shopper because of how highly priced their goods are.

c. Opportunities - Neiman’s has a good opportunity to target the occasional shopper. They already have them coming in their doors, they just need to figure out how to educate and retain them.




d. Threats � One on Neiman’s main threats is the economy. With the high priced, high classed goods that they carry, if the economy starts going bad, then people aren’t going to spend as much money on high classed goods.

. Problem Statement � The problem that Neiman’s is facing is trying to attract more occasional customers. They have traditionally focused on their long-term customers. The occasional customer has different needs and needs to be addressed differently.

. Identification of Alternatives -

a. More widespread advertising would inform more people about what Neiman’s has to offer. Since many of these occasional shoppers are looking for specialty items, if you can inform them of what specialty items you carry, they will come looking for them.

b. Neiman’s may want to try and carry a wider variety of goods. If they carry goods that will get the occasional shopper in the door, they may buy other products. They also could try carrying less expensive products that younger consumers could buy that would attract Neiman’s customers at a younger age. These consumers could then turn into a more loyal and higher spending consumer.

4. Analysis of Alternatives �

a. The ability to advertise to a wider consumer will attract more shoppers. If they know they have the specialty product that they want, then they will come into shop. This will lead to an increase in the Neiman Marcus advertising budget. The income that they will receive by attracting a more diverse group should out weigh that cost.

b. Carrying a wider variety of goods would be a double-edged sword for Neiman’s. The first benefit would that they would be able appeal to a wider consumer base. They would attract customers that normally wouldn’t fit under the Neiman umbrella of upscale shopping. This could lead to consumers that eventually would be an upscale customer, such as young people who will have money later in life. The cost would be putting the Neiman name at risk. People expect high quality, high priced goods. If they realize that the Neiman name is on inferior or lower class products, they may stop purchasing them.

5. Recommendation � I believe that carrying a wider variety of products would be the best course of action for Neiman Marcus. They must do it carefully and tactfully. If their name recognition is at all in danger, they must stop. They must uphold the Neiman Marcus name and quality. The benefit of attracting a younger and more occasional customer will outweigh the costs and risks of their brand recognition.



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12

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Sources of stress

For Example Role conflict and ambiguity was a source of stress that these men dealt with as they struggled at finding their roles and responsibilities. This is illustrated in the scene where after all his attempt at voting guilty. The gentleman with the baseball card decided that he was going to change his vote to not guilty. And the Mexican gentleman with the mustache responded to the guy that he should only vote not guilty if he truly believes that the defendant is not guilty and not because he had enough.

Time was another form of stress that was exhibited in the movie. An example of this is when the guy with the baseball card tells the foreman to get the show going (especially because he had a baseball game to go to).

Influences on team effectiveness




For example Member roles (self-oriented role) were one type of role shown in this group interaction. This is shown in the scene where the black gentleman wearing a black hat tries to dominate and block progress. He demonstrates his domination by walking around the group, speaking a lot of negativity, and telling people that they’re going to listen to him. In the process he makes racial comments, suggesting that,” these spics are just the way they are (bad)…and that they are going to take over…and that they need to be stopped.”

Developmental stages of a team

For example The Forming Stage is shown in much of the first scene when the twelve angry men enters the room and starts to get acquainted with each other. They all seem to be polite towards each other. An illustration of this is the scene where one older gentleman is adjusting his tie approaches another fellow reading the daily newspaper. The old gentleman seems to be trying to get to know the other gentleman a little. He starts by saying; ”I didn’t get a chance to see the newspaper today, anything new going on?” The other gentleman answers, “ I was just wondering how the market goes today.”

The first gentleman replies, “ I wouldn’t know. You’re an exchanger?” The second gentleman then says, “No, no I’m a broker.” And the first gentleman in turn says, “Really, I run a messenger service, the beckon’ call company, my wife’s idea… we employed thirty-seven people.”

Influences of personalities

For example The family background in which one grows up has a lot to do with the influence and development of personalities. This is exhibited in the scene where the older gentleman in his gray shirt and suspenders speaks about he was raced in rigid home and how he tried raising his kid the way he was raised but failed. His family background could possible influenced his personality and attitude towards the whole case.

Please note that this sample paper on 12 is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on 12, we are here to assist you. Your cheap custom college paper on 12 will be written from scratch, so you do not have to worry about its originality.

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