Institutional Racism Makes Two Societies

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Institutional Racism Makes Two Societies

Try to imagine everyday life. Who do you see on television? Who do you see as political leaders? What kind of people do you see working as doctors and lawyers versus the kinds of people you see working at fast food restaurants and as garbage collectors? Who is on the list of the wealthiest Americans? Who do you see living in your neighborhood? Is it racially mixed or segregated? When you think of a criminal who comes to mind? When answering these questions you’ll probably see a pattern. Whites are associated with better job positions, better living conditions, better lifestyles and blacks are associated with things like welfare, crime, poverty, and a reputation for not caring. These assumptions are based purely on how society likes to portray blacks and whites. It is not the African Americans fault that they are portrayed in this way but the fact that they are still being treated differently than whites. There are definitely two societies a black society and white society and it will probably be that way for a long time. Institutional racism is to blame for the two societies on the basis that African Americans are discriminated against in the realms of education, health care, and criminal justice.

The fact that whites are viewed as supreme and above blacks probably has a lot to do with the fact that for hundreds of years they were. Slavery and the separating of the two societies have never been fully lived down. From the beginning of this countries birth they were separated and it is hard for people to not see skin color as a difference. Blacks have had to work to get where they are from basically nothing. When freed they had no money, no land, no education and whites had everything, so basically from then until now it has been blacks trying to catch up to whites. Today many think that discrimination and racism don’t take place because we as a society have learned to adapt but in actuality for most blacks poverty, unemployment, segregation, etc have all increased due to institutional racism. Since society is clearly trying to make it seem blacks and whites are extremely different from each other, that is the way blacks and whites are thinking resulting in the separation of societies.

One reason why institutional racism is a factor in having two societies is in relation to the education system. It is a known fact that more white children than black children go to college. This is due to the fact blacks have fewer educational opportunities and their education system is on a lower level (McGhan). For example where I live in the city of Cleveland, the city is basically split up into two sides the blacks on the east side and the whites on the west side. The west side has a better school system and more private schools than the east side. The east side schools are predominantly taught by black teachers and the west side taught by white teachers. Although the school system in Cleveland is not so good, the schools on the west side receive more money and the conditions of the buildings are better. Many say that it is the blacks fault because they ruined what they had but in actuality they don’t receive as much money and what they are learning is not as advanced as what predominately white students are learning.




Another reason why institutional racism promotes two societies is within the health care system. Since blacks are discriminated against in the education system, then they have less of a chance to get a good job and to have a job with benefits. So basically the problem starts out small but just keeps getting bigger and bigger when you add in all of the institutions that are involved in this racism. Since blacks do not have as good as jobs as whites due to education then they live in poorer housing developments and usually these communities are minority communities resulting in the division of blacks and whites. Since many practicing doctors are white and set up their practice in predominately white communities, black communities are under-served and have unequal access to hospitals and doctors. “A disproportionate number of blacks have no insurance, are unemployed, are employed in jobs that do not provide healthcare insurance, and disqualify for government assistance” (Randall). This then results in blacks becoming ill more frequently than whites and dying at a significantly higher rate.

The last reason why institutional racism keeps blacks and whites as two different societies is the discrimination within the criminal justice system. “Even though five times as many whites use “illegal drugs” as do blacks but blacks (who are just 1% of the U.S. population) are 6% of drug offenders send to state prisons” (Prejudice and Punishment). Just in that area of criminal justice alone blacks are being highly discriminated against. Not to mention the high rate of blacks being stopped by police on the road than whites even though the white population to the black population on the road is triple, maybe even quadruple. With the stereotypes of blacks being drug offenders and criminals, it is leading our police to believing it’s always true. Whites certainly do have the advantage when it comes to criminal justice because society just envisions the black person as always the one to blame, which is quite wrong and unfair. Even as far as black and white neighborhoods, the black neighborhood is always labeled as the unsafe one or the lower class one because of the discrimination of blacks in the criminal justice system.

Some people argue that we as a society and as a nation have come along way concerning the racial factor and that blacks and whites are living in one society. They argue that blacks and whites live together, work together, go to school together, attend events together and so on, but just because we interact with each other does not mean that we are one as a society. For example, I live in an all white neighborhood and last year a black family moved in. Everything was fine for awhile but then the black family got a black Barbie doll with blood on it in their mailbox telling them to go where they belong and this followed with more threats and very disturbing letters. Considering it is 00, I thought that those kinds of incidents didn’t occur anymore but I found out in a personal way that they do and it is very disturbing. To me it sounded like the neighborhood didn’t want them to move in because more and more blacks might come and somehow that was a bad thing. If we were one society then all of this hatred and discrimination toward one another wouldn’t be happening and we would be able to live without fear and rejection.

The society of the present day is substantially different from the society of the 18th, 1th, 0th centuries but there are still so many changes that need to happen in our society before we are able to say that we live as one society. No matter how many times people try and stop racism there are always new ways on how to get around the laws and successfully exclude blacks from the things they rightly deserve. Institutionalized racism is an example of how these racists get around the laws. Health care, education, and criminal justice system are only three of the many realms that blacks face each day with institutional racism and hopefully in the next century we can stop this racism, we can bring the white society and black society into one American society.

McGhan, Barry. “Racism Lives Today.” The Center for Public School Renewal.

http//comnet.org/cpsr/essays/racism1.htm

“Prejudice and Punishment Blacks unfairly treated in ‘War on Drugs’.” June 000,

http//csf.colorado.edu/forums/homeless/000/msg0080.html.

Randall, Vernellia R. ed. “Institutional Racism in the U.S. Health Care System.” The

University of Dayton School of Law. http//academic.udayton.edu/health/07humanrights/shadow01.htm

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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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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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Reform Judaism in the 19th Century

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The most extreme precursor to the Reform movement was a man by

the name of Samuel Holdheim. He was born in 1806 in Kempo in the

province of Posen. At a young age he studied at a yeshiva and received

a Talmudic education. He began to study German and secular subjects




after his marriage to a woman with a modern education. After their

divorce several years later, he began studying at the University of

Prague and Berlin and received a doctorate from the University of

Leipzig. Following service in Frankfurt -Am-Oder he became a

Landesrabbiner or chief Rabbi of Mecklenberg-Schewerin. In the year

1847 he became the rabbinate of a reform congregation in Berlin . At

this point he already disapproved of most liberal Rabbis and came to

be known as the most exemplar of reform Rabbis in all of Europe ( 41)

The question comes to mind as to what exactly triggered this

different belief in Judaism which differed significantly from previous

tenents. It started during the time of the French revolution, a time

when European Jews were (for the first time) recognized as citizens of

the countries in which they lived in. Ghettos were being abolished,

special badges were no longer required and Jews could dress the way

they wanted, settle were they pleased and work the occupations they

desired.

Many Jews settled outside of Jewish districts, and began to

live like their neighbors and speak the language of the land. They

went to public schools and began to neglect Jewish Studies and forget

about he Shulchan Aruch.

In 1815, after Napoleons defeat, Jews lost the rights of

citizenship in many countries. Many Jews converted to Christianity in

order to retain those rights. Many thoughtful Jews were concerned

about this. They realized that many of these changes took place not

because of a dislike for Judaism, but in order to obtain better

treatment. Many rabbis believed that the way to address this was to

force Jews to give up public schools and universities. This didnt

work.

Rabbis suggested that observance might have to be changed in

order to appeal to the Jew living the modern world. They realized that

every now and then old practices and new ones were introduced,

resulting in a different lifestyle then 4000 or even 000 years

previously. They fathomed that these changes often made life easier

for the Jew. They concluded that in order to make Judaism attractive

to all Jews this change had to continue. A group of Rabbis assembled

in Germany, and changes began, thus developed the start of Reform

Judaism. Holdheim a reform Rabbi himself felt that the Jews living

during his time period should change the laws given to them at Mt.

Sinai and the halacha that the Talmud and Mishna state. Holdheim

believed that the laws of the Torah and the Talmud that were in effect

when the Jews had their own country and government have lost their

legitimacy. Judaism now had to be in accord with both the letter and

the spirit of laws of the nations they were living among. Even the

laws of the Torah whose source was God had to be regarded as valid for

certain times and places as he said with the change of the

circumezces and conditions of life for which God once gave those

laws , the laws themselves cease to be operative, that they shall be

observed no longer because they no longer can be observed. Thus ,

Holdheim said that the biblical and Talmudic laws concerning marriage,

divorce and personal status are no longer relevant and the Jews in

these cases should be ruled by the state government (Sasson 85). He

concluded that laws between man and man should be left to the rule

of the state they lived in but questions of prayer and religious

institutions should be left to the Rabbis because prayer was the

most important part of religious life.

Holdheim denied the authority of the Talmudic dicta, the oral

law. He says that it was written by the hand of man but was divinely

inspired. His conclusion was that Jewish life should be based on

spiritual and ethical guidance of the Torah. Even though he didnt

reject the Talmud and Mishna one-hundred percent for him they were no

longer used for Jewish law but storehouses of wisdom and ethics (Gay

155). Illustrations of commandments that he rejected during this time

period were the celebration of Shabbat on Saturday. The reason for

this was there was normal school on Saturdays and the Jews felt school

was more important than observing the word of God (Gay 155). Holdheim

also went a little far fetched and said that he couldnt find anything

wrong with intermarriage , even though the Torah clearly states it. He

also stated in 1844 that circumcision wasnt required even though he

had absolutely no reason for this( 4). Other important beliefs of

Holdheim were anti-Zionism, the observance of only one day festivals

and that men and women should be treated equally in terms of mitzvot

(Gay 155). Most of these changes in the religion were so that the Jews

should adapt with the nation they were living in. Since they

themselves didnt constitute a nation and these laws were prerogatives

of the state the Jews should abide by the law of the land (Sasson

85).

Reform Judaism wasnt the only way of belief during this time

period. Others like Samson Raphael Hirsch went in the totally

opposite direction of Holdheim. Hirsch felt that Judaism had to be

observed the way we were told to under almost any and every

circumezce(Gay 154). If Hirsch wouldnt have taken this different

ezd a true Jewish nation wouldnt exist today. Holdheim didnt

realize that he was weakening the nation and could have ultimately led

to the extinction of the Jewish people



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Workplace Violence

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Reginald Spence

HRM 00

Module 5/Assignment 5-4 Health and Safety Issue Research

Prof Vanessa Gregory




Violence in the workplace is a serious safety and health issue. It can occur at or outside the workplace and can range from threats and verbal abuse to physical assaults and homicide � one of the leading forms of job-related deaths in the United States. According to the Bureau of Labor Statistics Census of Fatal Occupational Injuries (CFOI), there were 6 workplace homicides in 001 in the United States, out of a total of 8,786 fatal work injuries. A total of ,886 work-related fatalities resulted from the events of September 11th alone. Excluding these fatalities, the overall workplace fatality count was 5,00 for 001. Some million American workers are victims of workplace violence each year. Workplace violence can strike anywhere, and no one is immune. Some workers, however, are at more risk than others. For instance workers who exchange money with the public; deliver passengers, goods, or services; those who work alone or in small groups during late night or early morning hours in high-crime areas; or those in community settings and homes where they have extensive contact with the public. This group includes health-care and social service workers such as visiting nurses, psychiatric evaluators, and probation officers; community workers such as gas and water utility employees, phone and cable TV installers, and letter carriers; retail workers; and taxi drivers.

The figures are grim. Each workday, approximately 16,400 threats are made on the job, 7 workers are attacked, 4,800 are harassed, and more than 1,000 workplace homicides are committed annually according to the Workplace Violence Research Institute. Beyond the high human cost, workplace violence imposes an immense financial burden on U.S. businesses - an estimated $6 billion annually, including costs for medical bills, legal liabilities, lost revenues due to business interruption, and property damage, among others.

In addition, workplace violence litigation has dramatically increased. Recent awards include $5. million paid to a supervisor shot and permanently disabled by a disgruntled fired employee; $5.4 million against a temporary employment agency that failed to adequately screen an employee provided to a client after that employee fatally stabbed a worker at the client-company; $4.5 million against the US Postal Service stemming from a shooting. In legal action following an incident of workplace violence, issues often involve

• Negligent hiring failing to properly screen employees, resulting in the hiring of someone the courts could say had a history of violent and criminal acts.

• Negligent retention keeping an employee after the employer became aware of the employee’s unsuitability and then failed to act on that knowledge.

• Negligent supervision failing to provide the necessary monitoring to ensure that employees perform their duties properly.

• Inadequate security security measures provided to safeguard employees, customers and members of the public not consistent with the potential threat.

Although these are the most common elements of civil suits filed on behalf of those injured by an incident of workplace violence, many other elements can be drawn into the case. With the average out-of-court settlement of $500,000 and an average $ million jury award, it makes sound business sense to reduce the potential for workplace violence and thus avoid exposure to litigation.

Work Cited

http//www.bls.gov/news.release/cfoi.toc.htm

Census of Fatal Occupational Injuries

http//www.workviolence.com/

Workplace Violence Research Institute

http//www.osha-slc.gov/workplace_violence/wrkplaceViolence.intro.html

OSHA



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New Media in E Commerce

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Strategies Associated With New Media in E-commerce

Introduction

This paper will highlight the main points to take into consideration while designing a site for e-commerce. The Internet opens up a whole new dimension in trading and this service medium has the potential, if used correctly, to make life simpler and can be used as an effective communication tool.

Nowadays you can do anything from the comfort of your own sofa. You can transfer stocks, then chat to friends in America while ordering pizza and tickets to your local theatre. But as businesses transfer to cyberspace there is a great deal of difference between the real world and of that on your Mac monitor.




Website design has developed from on-screen brochures to a selection of complex worlds all contained within a site. Designers have learnt to harness the power of information architecture and navigation so that the final product is a more friendly and easy-to-use version for the customer.

If customers arrive at a site, which either frustrates them or does not give them the information they require, then they are less than likely to return. In order to be customer-effective, we need, as designers, to address every second of their visit to the site. The layout should be simple, but should hold their concentration for as long as possible. The need to provide an organised site is helped by starting designing with paper-prototyping.

Testing

This, effectively, is a copy of each page of the site layout on paper. If the site works on paper there is little reason for it not to work on screen. Customers can find their way through the pages giving feedback at the end as to how easy or difficult it was to navigate through and what they might change.

This kind of testing is essential, because as designers, we can get stuck in a rut and only see things as we would like to see them, not how a customer would see them.

It is essential to understand that concepts and terminology need to be kept simple and ’real’ because the site needs to be understood by everyone visiting it, even the ‘accidental browser’. Imagine a very rich ‘Tim, Nice, but Dim’. If he does not understand the layout of the Ferrari website, he will leave disgruntled, and Ferrari has lost out on a potential sale.

Paper-prototyping aids navigation, the workflow of the site as well as the order of content, page layout, functionality and has been proved to give better results for technical feasibility instead of a system that crashes in the middle of a testing session.

Interfacing

The aesthetic design is also crucial to initial impressions. At the end of the day, you can put earrings on a pig, but it is still a pig. This may help sell a pig on the high street, but in cyber space you cannot fool the customer with decoration, they want speed. Many sites blatantly try to be something that they are not. The customer will always pick up on this.

Another paramount point is that you should not have to change people’s views, instead change the site to accommodate them. This is more likely to be an ongoing process, as sites need to be updated to follow current trends and customer’s feedback. If you spend time explaining yourself, the customer is more likely to tire and loose track, and then leave the site.

When designing, a note to take into consideration is that navigation is multidimensional, but the interface is two-dimensional. Throughout psychological research people arrange and store information differently. Because of this it is a difficult task to arrange information on the interface for everyone to understand. Researching people’s habits of navigation can help us do this.

Customer Navigation

On the net we do not choose and aim at a selected audience, as we cannot control who visits what sites. So the design needs to cater for different audiences and their customer needs. When a customer first experiences a company’s website they expect a better, quicker service to make their lives easier. If their site succeeds they are more than likely to return to continue to use the service, however, if not, they are not likely to want to visit again, and the timeframe to impress them is very slim.

The initial impression must be effective with easy navigation. For example, ‘chdvd.com’ has an effective system with three main pages. You cannot access the next one until the previous one is completed. You must first pick five dvds on the homepage, and then proceed to the next page to give the details and sign up before continuing to the last to process the order.

Jodie Dalgleish, author of ‘Customer effective websites’ categorises what users want to do on the web under five ‘doing areas.’

1. Evaluate competing businesses and products

. Select products and transact with e-service providers

. Get help

4. Provide feedback

5. Stay tuned-in as e-customers

During point one, the interface of the site gives the impression of how switched on to customer needs they are, and this acts as a tool in the decision making process of the customer to decide which company to take preference over.

During the second point, the customers look for something a little extra, something for nothing. So after they have transacted with the company, whether for money or for information, they look for anything relevant to them. Perhaps shortcuts to other sites or personalised contents, even if it

is just a personalised message sent to them direct to make them feel familiar and like an individual and not one of the masses.

During point three customers look for pointers on how to navigate the site as effectively and quickly as possible so as to achieve their final goal with as much ease as possible. Someone online always available to help is very much appreciated.

Point four highlights the importance of feedback on the web because customers can moan without the difficulty of talking to someone in person or face-to-face. This aids the business to define its faults and alter them appropriately.

Point five highlights their need to stay in the loop. After their experience may still return to the site to access information, check for offers and get the most out of their product or service that they have acquired. So the site must be ready for re-visits.

Paper-prototyping gives an easy glance of how the set-up will be used. Real people can work their way through the site on paper and give their responses. After this they can help with the workflow modelling which gives a useful idea of how the customer wants to access the desired information. They then decide what steps they want to pass through before they arrive at the designated outcome. Time testing helps to define time limits so that you have clear parameters to work to. If the outcome takes too long then the customer will inevitably leave and try elsewhere; thus the business is lost.

New Growth

Online businesses are fundamentally changing the views of business in general. Sites such as ‘amazon.com’ with its wide choice of products at reduced prices are creating serious competition to not only similar websites but also to highstreet businesses.

New industries and markets have also occurred due to the environment. Increased help services as well as existing businesses realising that they can offer more. For example, Ferrari can offer cars, parts, accessories and clothes on line.

Text plays a huge part in enticing potential customers. The text must be succinct and must be easy to scan over for relevant information, maybe with highlighted sections that stand out. Text content cannot be like that used in magazines or letters. People are looking for speed, which is what they should get, or they will walk if they get bored or do not get results.

As an utmost rule the site must be functional, their interactive experience must be useful in one way or another. The customer must leave the site knowing that they have benefited from visiting that site. This, however should not be the sole use of the site unless you are purely an information service.

Conclusion

To conclude this discussion, when designing the site interface and architecture these questions must be taken into consideration.

• How am I better than competitors?

• Does the branding position need to be changed?

• Can the product or service be marketed the same on the net as on the highstreet? (the answer will more often than not be ‘no’)

• Who will be visiting the site? (we need to consider everybody browsing)

• What is the best way to utilise communication on the web?

• What testing can be achieved to gather feedback? (this should be ongoing as a form of maintaining the site)

As long as you appeal to a broad range of people and allow easy access to what you are offering, the site should blossom, and with regular updating due to feedback, should always be popular.



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How does Black & Decker uses market segmentation?

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Black & Decker revolutionized the power tool industry and established the modern power tool industry. The firm has long dominated the industry as the world’s leading producer and marketer of power tools and power tool accessories. No other manufacturer is close to matching Black & Decker’s global distribution capabilities in the do-it-yourself market.

Power tool manufacturers compete on such variables as price, quality, product design, product innovation, brand-name reputation, size and strength of retail dealer networks, and after-sale service.

Black & Decker first addressed the needs of customers has smaller, easier-to-use tools. Black & Decker has continuously worked to learn about its customers. At least three distinct markets are identified for the power tool business Do-It-Yourselfers, Serious Do-It-Yourselfers, and professional. The Do-It-Yourselfers category consist of primarily homeowners and hobbyist who wanted solid performing pro-like tools at reasonable prices. Black & Decker has regularly captured about 40% of this 1 billion dollar segment over the years.

Market share for the $.5 billion a year professional tools market has varied from 4.1% to 17.% since 17. These customers rely on their tools for a living and demand the highest level of quality. Black & Decker’s long dominance in the consumer market tinted their image in the professional market. Market research showed that while consumers considered Black & Decker durable tools, trade professionals perceived their tools strictly as consumer do-it-yourselfer tools.




Many competitors in the industry targeted one market with a specific product line or used a differentiated marketing strategy targeting both products with separate and distinct product lines. Doing so helps strengthen the buyer’s overall identification of the firm with the product category�forming a quicker and more accurate brand image and develop greater brand loyalty.

Black & Decker’s DeWalt line successfully targeted the professional tools customers and provided a distinct product offering for the market.

The Quantum line was developed for more serious do-it-yourselfers who demanded a higher level of quality from their tools, but did not necessarily need the level of performance offered by the professional tools line.

The effort to reach these distinctly different markets involved developing different marketing strategies for each. This requires additional marketing research, forecasting, sales analysis, promotion planning and channel management. Resources must be properly allocated to provide sufficient support for each product line.

Black & Decker had also used geographic segmentation in its marketing strategy. The firm produced products with varying production specification for different countries. This resulted in higher production cost, shirt-runs and a more complex production operation. Under the leadership of Archibald, the production operation was streamlined and product specifications were standardized.



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Dual listed company structure

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One option that may be available to the National Australia Bank (NAB), as part of its strategy of expansion in the UK market, is the adoption of a dual listed company (DLC) structure, Explain the nature of a DLC and examine the possible implications of the approach for the operations on the NAB.

Australian companies, particularly the larger multinational companies, are always seeking ways to expand their operations and find ways into new capital markets both nationally and internationally. Expansion strategies that are currently available to these companies include the merger and acquisition of not only domestic companies/competitors and assets, but also international ones. Companies that are in such positions are more often than not Australias larger companies, with multinational operations and are at the forefront of their respective industries. However, the problems that face these companies in their plans for expansion are varied and multifaceted. One expansion strategy to overcome these problems that is available to these companies is the adoption of dual-listed company (DLC) structures.

Dual-listed company structures are not a new concept, however they are growing in popularity with Australian companies. The first two companies that banded together to form a DLC structure were the Shell Transport and Trading Co. (United Kingdom) and Royal Dutch Petroleum (Netherlands) at the turn of the century in 10. Since then a further 11 DLC company structures have been created of which five still remain. The popularity of DLC structures amongst Australian companies is emphasised by the fact that of the six well-known DLCs three involve Australian companies, Rio Tinto Limited, BHP Billiton Limited and Brambles Industries Limited.

Dual-Listed Company structures are effectively contractual agreements between two companies, who agree to combine their management and operations, cash flows and assets, as if they were a single economic enterprise but keeping their own separate shareholders, exchange listings, tax residencies and are still considered separate legal entities. Due to this definition, dual listing, it should be noted differs significantly from cross listing. Whereas dual listing is the quasi merger of two companies, and the subsequent merged company listing on two stock exchanges, cross listing, is the listing of an individual company not only on the Australian Stock Exchange (ASX) but also on some secondary foreign exchange.




There are possibly many benefits from companies agreeing to combine under a DLC structure rather than merging or one company acquiring another. For two major Australian corporations, BHP and Brambles, to undertake such a venture with Billiton and GKN in 001, implicitly implies there are advantages to be gained. Tax advantages include; there are no transfers of shares or assets, therefore shareholders are not subjected to capital gains tax and the company is not required to make any stamp duty payments. Usually the amortisation of the goodwill of the merged or acquired company is obligatory; however, this is not usually the case with a DLC set-up. The perceived National identity of the local twin, by potential investors, shareholders and the general public is not affected, as the company is still essential Australian, also if the companies are of similar size their corporate status is not altered as they avoid the appearance of having been taken over. The formation of a DLC structure possibly could avoid the fulfillment of pre-emptive rights, such as options in debt contracts, that third parties may have, due to existing contracts with either of the companies, that otherwise would be triggered by a conventional merger.

Another main motivation for Australian Companies to pursue dual listing is that it gives the company greater exposure in foreign capital markets. Rather than relying on foreign investors wanting to invest in Australian companies on the ASX, if the company is listed along side another company, as is the case with BHP Billtion, the combined company has access to not only Australian investors but also English investors. Dual listing is also advantageous for companies that are have large amounts of surplus cash to expand but cannot afford to do so due to the relative weakness of the Australian dollar against other currencies. By dual listing these companies have access to a choice of foreign currencies to initiate future acquisitions.

There are many advantages to forming a DLC structure, however, the fact that the majority of international mergers have not been structured thus, and the recent disbanding of a number of DLCs alludes to the possibility that there are a number of disadvantages in the adoption of this structure. The existence of two independent sets of shareholders may at some times constrain the flexibility of management and at times may adversely affect their decisions and actions.

The existence of the DLC in two countries means that the company will have to conform to the accounting and the regulatory framework of both countries which is likely to be very costly. Complexity also arises in the governance and the administration of the company. Another disadvantage, that is especially important to the financial and banking sector is that, cross guarantees that the companies undertake with each other mean that they are exposed to each others credit risks and liabilities. This is not the only risk that the companies absorb. They also face the risk of exposure to new shareholders, markets, assets and territories that they may not have had any previous experience with. Share market liquidity is also believed to decrease as the investors are less likely to look favourably upon the DLC as the structure is quite complex and will thus be deemed as being less transparent and less attractive to the average investor.

As a part of its expansion strategy in the UK market, National Australia Bank has considered the possibility of adopting a DLC structure with a bank in the UK. This kind of deal will undoubtedly bring with it implications for the NAB; some advantageous to its operations and others not.

The NAB emerged the strongest and in the best position of the big four Australian banks after the debt frenzy of the late 180s. In the 80s ad 0s, NAB began acquiring and broadening its assets in the UK market. Firstly it purchased three subsidiaries of Midland Bank in the UK and Ireland and then later acquired the Yorkshire Bank. These acquisitions resulted in the United Kingdom becoming the NAB groups second largest market. In 11, the UK accounted for % of the banks assets.

In 17 the NAB reviewed and reconsidered the focus of the groups banking and adopted a new vision and strategies to meet that goal. This was To be the worlds leading financial services company. This vision emphasised the desire of the group to truly become an international bank. The bank was well on the way as by this time the groups overseas activities had grown to account for 46.7% of the groups assets. In 000, NAB sold one of its American acquisitions; it had purchased earlier for the substantial amount of $5.billion, and was described as having a healthy war chest.

However, the problem that NAB faced is that the weakness of the Australian dollar against the English pound prevented the NAB from being able to acquire large companies in the UK, thus fuelling their expansion. The NAB also has the restriction placed on it under the Australian Governments four-pillar policy that the NAB can not acquire any of the other larger Australian banks as a means for expansion. These reasons have prompted the group to adopt a dual-listed company structure approach with an appropriate partner in the UK should the opportunity present itself.

The fundamental problem facing the NAB is devising a DLC structure model that will not only be accepted by a UK bank, but also by the Australian Prudential Regulation Authority (APRA) and the British equivalent, the Financial Services Authority. The NAB is confident that they have devised a DLC model that would meet these requirements and be sanctioned by the aforementioned authorities. The regulatory authorities have concerns with a bank adopting a DLC structure, due to the bank making cross guarantees with another bank, exposing the NAB to new risks. This is particularly relevant as the increased risk exposure may place affect the banks ability to protect their depositors funds.

If the NAB did have a model that was accepted by APRA and the FSA, the bank would have an excellent opportunity to increase their market presence in the UK. During 000 and 001 it was reported that the NAB was in discussions with the UK bank Abbey National. The banks were of similar market capitalisation requiring NAB to raise in excess of an estimated amount of $47.6billion to acquire Abbey. However under a DLC structure the need to raise such a large amount of capital would not be required. If the banks did enter into a DLC structure this would have exposed the NAB to the southern region of the UK and raised their market presence in the UK from 4% of the market share to an estimated 15% of the competitive UK market. The first deal that the NAB first presented to Abbey management was rejected.

If the NAB could find a suitable UK bank to undertake a DLC arrangement it would give the group a new source of acquisition currency. If the deal with Abbey did proceed it would have given the NAB an increased opportunity to turn over greater profits than are currently accessible in the banks UK operations. This would give the combined DLC greater levels of excess profits in a stronger currency than the Australian dollar (English pound) enabling the bank to acquire more and more international assets. This would allow the NAB further expansion opportunities and aid the group in achieving its goal of being a truly international financial institution.

The decrease of the NABs share price liquidity may have a negative impact on the company if it were to adopt a DLC structure. During the late 0s, the share market boom was mainly attributed to the large number of mum and dad investors investing in Australian blue chip companies including the NAB. If these investors felt that the transparency of the company was decreased as a result of a DLC structure, the lack of information available on the UK bank, may cause the average investor to invest in another of Australias big four banks.

A report released by the Reserve Bank of Australia stated that the formation of a DLC is beneficial in the sense that no assets or shares are traded between the two companies. This would be advantageous to the NAB as they would not required to pay stamp duties, and investors would not be subjected to Capital gains tax. The formation of the DLC is also advantageous to the NAB as the cross border dividend payments are subjected to excessive tax, whereas by forming a DLC the foreign investors in the company are not subjected to these taxes. The system also allows shareholders in both countries the advantage of being able to still undertake dividend imputation tax credits.

The NAB may find that the share price differential that has been historically noted in DLC structures may be a negative implication of adopting such a strategy. Theoretically, it is believed that such differentials should not exist, as the shares of the DLC should trade at the same price after currency conversions. In some DLCs the differential has been as great as 0%. This was a contributing to factor to a number of the DLCs that disbanded. The implication of this to the NAB is that if the company had a premium differential on the ASX, shareholders and investors in the UK would be less likely to invest in the company on the London Stock Exchange and would consider other investments.

The undertaking of a dual listed company by the National Australia Bank, as part of its expansion strategy would be a huge undertaking. The structure enables the bank to access new capital markets, without out-laying substantial amounts of capital. It allows the NAB to raise capital in a stronger currency for future acquisitions. The structure would also give the bank a much larger market share in the competitive UK banking sector, enabling the NAB to access more customers, and fuel expansion of the bank in the UK. However, the bank would face many hurdles along the way. The conformation to the requirements of APRA and the British FSA, would be a costly and time-consuming process. Not only would this requirement need to be met, but also the shareholders of not only the NAB, but also the management and the shareholders of the UK bank would need to be convinced of the advantages to be had by both companies. This could prove to be an arduous task given the implication to the pricing of the shares on both exchanges and the historical trend of companies disbanding from a DLC structure.

The NAB undertaking a dual listing structure, should the right opportunity present itself, could prove to be a fantastic opportunity for the bank to reach its goal of being a world leading financial institution. Should the union of the NAB with an UK bank prove to be an advantageous and profitable strategy, the implications for the rest of the Australian banking sector would be significant. It would be interesting to see whether any of the other four major Australian banks follow in the unprecedented footsteps of the countrys largest bank, the National Australia Bank.

• AASB Paper 10., Note Dual Listed Companies (DLCs) - Issues for Consideration, Agenda paper 10. - For consideration by the AASB at its 1 & 1 December Meeting, December 001.

• Bedi, J. & Tennant, P. Dual-Listed Companies, Reserve Bank of Australia Bulletin, October 00.

• Cameron, P. Innovative Structures Dual Listed Companies, Allens Arthur Robinson, November 001.

• Clout, J., NAB Pursues Dual listing Structure Just in Case, Australian Financial Review, John Fairfax Publications, Monday 10 February 00.

• Kemp, S., NAB Chasing $100b Tie with UKs Abbey, The Age, The Age Company Limited, Melbourne, Monday July 001.

• S.M.H., NAB views merger with UK bank, The Sydney Morning Herald, July 001.

• Weston, R. & Wilkins, S., The International Diversification of Banks - Two Australian Cases, Macquarie University, ?1.

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