Visit Museum Essay Example | Topics and Well Written Essays - 500 words

Visit Museum - Essay Example Ashland is also a historic place that is maintained through donations. It has beautiful sceneries for refreshment. The political position of Henry Clay and his love for racing contributed to the Lexington, Kentucky rising as the Horse Capital of the World. His role as a Senator is still remembered today, the panel of historians and Senate leaders still regard him as one of the greatest senators of all time. Mary Todd Lincoln House is a museum that was constructed to honor the wife of the wife of the 16th President of the U.S. Mary Todd was one of the first ladies in the U.S with a very unwelcoming behavior. She spent her time in seclusion because of the hatred people had towards her. The events that take place in the museum include the Presidents Day Family Event that take place in February, an annual dinner and entertainment that take place in September, Cemetery Walking Tours that take place in October, and Mary’s Birthday celebration which is held in December. Mary Todd Lincoln House is the house in which the wife of the 16th President of the U.S. grew up. The home faces the main street in Downtown Lexington, and it is a few distance from the Lexington Convention Center. Since 1977, the House, which is the first historic museum to honor first lady, has been opened to the public to honor the first lady. I was delighted to enter such a historic house in my life. I had the chance of seeing one of the portraits that were completed while she was in the White House as the first lady. In the portrait, the first lady had flowers on the hair a signification of her hair dignity style. The house had a bedroom upstairs in which President Lincoln and his wife stayed when they visited her home. Apart from this, the house consists of fourteen rooms; a master bedroom, a nursery area, Mary’s bedroom and many other rooms that served different roles. The many numbers of rooms is a signification of how wide Mary’s family house.

Adidas Market Entry Strategy

Adidas Market Entry Strategy Adidas aims to achieve the mission of being the leading sports brand in the world. They aim to achieve this by the brands broad and unique product portfolio spanning from apparel and footwear for professional athletes to premium fashion (adidas-group, 2010). It allows Adidas to address multiple consumer needs, exploit market opportunities from various angles as well as be less affected by one-dimensional market risks. Adidas commitment to product innovation and its rich heritage differentiates the brand from competitors and provides a solid platform for future growth (adidas, 2010). For over 80 years the Adidas Group has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, the Adidas Group is a global leader in the sporting goods industry and offers a broad portfolio of products. Products from the Adidas Group are available in virtually every country of the world (linkedin, 2010). Adidas is a brand name which comprises of a group of companies specializing in athletic footwear, clothes and equipment. After being founded in 1948, the company has several branches, joint stock enterprises and representative offices located around the globe. Its products are sold in more than 160 countries (intercomp, 2010). Today, the total staff employed by Adidas-Salamon AG group extends to 17,000 (intercomp, 2010). Of this number, over 3000 people are employed by two basic corporate centres- its headquarters in Herzogenaurach (Germany) and its operations centre in Portland, Oregon (USA) (intercomp, 2010). Al so located in Herzogenaurach are the strategic business units for Running, Soccer and Tennis as well as the Research and Development Centre. Adidas propose to work on a simple strategy that involves continuously strengthening their brands and products to improve competitive position and financial performance. The company also operates design studios and development departments at other locations around the world, corresponding to the related business activity. Adidas Sourcing Ltd., a fully-owned subsidiary headquartered in Hong Kong, is responsible for worldwide sourcing (adidas, 2010). Most marketers face many demands due to globalisation in todays marketplace. Globalisation in simple words can be said to be a trend expiring in the western world which can be easily taken into an emerging market (Jackson and Shaw, 2009). Globalisation involves global markets and global marketing which comprises of customers, competitors and the marketers who help companies to be successful. Global marketing can be defined as the marketing activities which are coordinated and integrated across multiple country markets, may involve standardised products, uniform packaging, similar advertising and coordinated sales campaigns across markets in several countries (Johansson, 2009). There can be five major classes of variables which propel companies towards globalisation in todays world. These are known as globalisation drivers and are market drivers, competitive drivers, cost drivers, technology drivers and government drivers (Johansson, 2009). Overview of Russia Russia is the largest country in the world, spanning 11 time zones and covering one-eighth of the worlds land surface. It is a combination of 89 different entities that constitute 16 autonomous republics, five autonomous regions, 10 national regions and several provinces and metropolitan cities and most of its residents live in urban areas (icmrindia, 2010). Russia is sometimes also referred to as the Russian Federation and hosts 141.9 million citizens descending from more than 100 ethnic groups (state, 2010). The capital and largest city in Russia is Moscow and is increasingly important as an economic and business centre; it has become Russias principal magnet for foreign investment and business presence. Moscow is rich in cultural tradition with many museums devoted to art, literature, music, dance, history, and science, as well as hundreds of churches and dozens of notable cathedrals (state, 2010). The second-largest city in Russia is St. Petersburg, which was established by Peter the Great in 1703 to be the capital of the Russian Empire as part of his Western-looking reforms. In Russian economy, the highest emerging industry is retail industry (Aslund, 1995). In recent years, Russia has appeared as a leading name among the countries contributing to retail environment. The fast development of retail trade and high consumer expenditure has been attracting large number of global companies to Russia (Voronkova and Lucey, 2005). Russian economy and businessÂÂ  are facing the boom period and are about to gain more momentum in the coming years. As per the estimates in the year 2007, the current financial year GDP would be around US $733 billion. As per the estimates, the GDP growth rate would remain above 5% till the year 2012 (mapsofworld, 2010).ÂÂ  Other participants ofÂÂ  Russian economy and businessÂÂ  sector are industrial productions, import and export business, agriculture and many others. The main centres of business at Russia are Nizhny Novgorod, Moscow, Vladivostok, St Petersburg and Novosibirsk (mapsofworld, 2010).ÂÂ   Recently thousands of private companies have been carrying out their business in Russia, adding revenue to the Russian economy (mapsofworld, 2010).ÂÂ   Overview of Bangladesh Bangladesh, formerly East Pakistan, is the second largest Muslim country in the world. The capital, Dhaka, has over 2000 mosques and is known as the city of mosques. Bangladesh is bordered on the west, north, and east by India, on the southeast by Myanmar (formerly known as Burma), and on the south by the Bay of Bengal (mapsofworld, 2010). Bangladesh is one of the worlds most densely populated countries, with its people crammed into a delta of rivers that empties into the Bay of Bengal (bbcnews, 2010). Most of the people of Bangladesh are restrained to villages, with only 26 per cent living in urban areas. More than 98 percent of Bangladeshs population are Bengalis, who are largely descended from Indo-Aryans; the remaining two per cent includes Biharis and non-Bengali Muslims who had migrated from India. Bangladeshi culture, in many ways, reflects the culture of Greater Bengal (mapsofworld, 2010). Bangladesh has been in the course of a rough economic past. Two partitions led to wide economic neglect and even producing jute in large quantities contributed very little towards economic growth, as the country could not find much investment in this sector (mapsofworld, 2010). The foremost employer is agriculture, but it is unable to meet the demand for jobs. Thus many Bangladeshis in common with citizens from other countries in the region seek work abroad, sometimes illegally. The country is trying to diversify its economy, with industrial development a priority (mapsofworld, 2010). Overseas investors have pumped money into developed and the energy sector. Onshore and offshore gas reserves hold out some chance of future prosperity. Urbanization is proceeding rapidly, and it is estimated that only 30% of the population entering the labour force in the future will be absorbed into agriculture, although many will likely find other kinds of work in rural areas (mapsofworld, 2010). PEST Analysis All organisations operate in market places that are affected by forces outside their control (Jackson and Shaw, 2009, pp 300). Factors considered within the macro environment affect not only the company but all the other members of its micro environment, namely its suppliers, consumers, etc ( Easey, 1995). An analysis of the external factors that influence the firm is known as the PEST analysis i.e. Political, Economic, Social and Technological. PEST analysis of any industry sector investigates the important factors that are affecting the industry and influencing the companies operating in that sector. Political factors include government policies relating to the industry, tax policies, laws and regulations, trade restrictions and tariffs etc. Political factors affect both the producer and the consumer in various ways (Bohdanowicz and Clamp, 1994). A stable political surrounding is the basis for long-term decisions. The economic factors relate to changes in the wider economy such as economic growth, interest rates, exchange rates and inflation rate, etc. Vignali et. al, (2008), express that economic trends are extremely important for the business and that they depend to a great extent on the governments politics. Social factors often look at the cultural aspects and include health consciousness, population growth rate, age distribution, changes in tastes and buying patterns, etc. Changes in lifestyle and opinions influence the demand and the way of selling products (Vignali et. al, 2008, pp. 364). The technological factors relate to the application of new inventions and ideas such as RD activity, automation, technology incentives and the rate of technological change. As in all areas of industry new technology is making great inroads to improve quality of life and increase speed and quality of manufacture (Easey, 1995). 2.1 PEST Analysis of Russia (P)olitical factors The Russian economy underwent tremendous stress in the 1990s as it moved from a centrally planned economy to a free market system. In the political system established by the 1993 constitution, the president wields considerable executive power. There is no vice president, and the legislative branch is far weaker than the executive. Difficulties in implementing fiscal reforms aimed at raising government revenues and a dependence on short-term borrowing to finance budget deficits led to a serious financial crisis in 1998. Lower prices for Russias major export earners (oil and minerals) and a loss of investor confidence due to the Asian financial crisis exacerbated financial problems (state, 2010). Russia, initially Soviet Union has faced many economic difficulties in the past. The current President Russia is Dmitry Medvedev, but the government is still thought to be run by the previous President and current Prime Minister Vladimir Putin (bbcnews, 2010). The budget deficit of Russia rise n sharply in 2009 to around $60bn (Â £42bn). Moscows revenues are sharply down because of the plummeted oil prices due to a drop in global demand. (E)conomic factors The Russian economy is largely dependent on its export resources, oil and gas. The energy giant Gazprom is controversially close to the Russian state and critics say it is little more than an economic and political tool of the Kremlin (bbcnews, 2010). The Russian labour force is undergoing tremendous changes. Although well educated and skilled, it is largely mismatched to the rapidly changing needs of the Russian economy. Official unemployment dropped to its lowest rate of 5.4% in May 2008, and labour shortages appeared in some high-skilled job markets (state, 2010). The economic crisis which began in late 2008, however, quickly reversed this trend and the ranks of unemployed swelled to an International Labour Organization (ILO) estimated 9.5% in the first quarter of 2009; 1.8 million Russian lost their jobs in the first quarter of 2009 alone (state, 2010). , President Dmitry Medvedev claimed Russias economy will shrink by 7.5% in 2009 (bbcnews, 2010). However, real disposable income s have doubled since 1999, and experts estimate that the middle class constitutes approximately one-fourth of the population. The economic crisis, however, caused real disposable incomes to drop by 6.7% year-on-year in January 2009, and wages fell by 9.1% year-on-year in January 2009 (state, 2010). (S)ocial and Cultural Factors Russias population was 141.91 million as of January 2009, a very slight decrease from the previous year according to the government statistics service and the Ministry of Public Health The birth rate in 2008 was the highest recorded in the last 15 years. Life expectancy remains low compared to developed countries, but rose to 61.4 years for men and 73.9 for women in 2007 (state, 2010).Cardiovascular diseases, cancer, traffic accidents, and violence continue to be major causes of death among working age men. Many premature deaths are attributed to excessive alcohol consumption and smoking. A truly healthy Russia will require serious improvements in the health sector and some major changes in current cultural norms. Russias educational system has produced nearly 100% literacy. About 7 million students attended Russias 1,090 institutions of higher education in 2006, but continued reform is critical to producing students with skills to adapt to a market economy (bbcnews, 2010). Unemployment is highest among women and young people. Russia has an area of about 17 million square kilometres (6.5 million sq. mi.); in geographic terms, this makes Russia the largest country in the world by more than 2.5 million square miles. But with a population density of about 22 persons per square mile (9 per sq. km.), it is sparsely populated, and most of its residents live in urban areas (state, 2010). (T)echnological factors Russian TV broadcasting is dominated by channels that are either run directly by the state or owned by companies with close links to the Kremlin. The government controls Channel One and Russia One two of the three main federal channels while state-controlled energy giant Gazprom owns NTV (bbcnews, 2010). For most Russians, television, especially via the national networks, is the main source of domestic and international news. There are more than 400 daily newspapers, catering for every taste and persuasion and the major nationals are based in Moscow. Around 38 million Russians use the internet (bbcnews, 2010). 2.2 PEST Analysis of Bangladesh (P)olitical factors The first government of new formed Bangladesh after partition was formed in Dhaka with Justice Abu Sayeed Choudhury as President, and Sheikh Mujibur Rahman (Mujib) who was released from Pakistani prison in early 1972 as Prime Minister (bbcnews, 2010). The president, while chief of state, holds a largely ceremonial post; the real power is held by the prime minister, who is head of government. The president is elected by the legislature (Parliament) every 5 years. The presidents circumscribed powers are substantially expanded during the tenure of a caretaker government. In the caretaker government, the president has control over the Ministry of Defense, the authority to declare a state of emergency, and the power to dismiss the Chief Adviser and other members of the caretaker government. Despite serious problems related to a dysfunctional political system, weak governance, and pervasive corruption, Bangladesh still remains one of the few democracies in the Muslim world (state, 2010). H owever, democratic institutions and practices remain weak (bbcnews, 2010). (E)conomic factors Bangladesh has been through a rough economic past because of two partitions that led to widespread economic neglect and producing jute in large quantities contributed very less towards economic growth, as the country could not find much investment in this sector. The major employer in Bangladesh economy is agriculture, but it is unable to meet the demand for jobs. The country is trying to diversify its economy, with industrial development a priority. Overseas investors have pumped money into manufacturing and the energy sector. Onshore and offshore gas reserves hold out some chance of future prosperity (bbcnews, 2010). The Economist Intelligence Unit expects the fiscal position to remain weak in fiscal years 2009/10-2010/11 (July-June) as the government increases its efforts to implement a wide range of development projects (prlog, 2010). Real GDP growth is forecast to remain fairly stable, averaging 5.7% in 2009/10 and 5.9% in 2010/11, after the economy grew by 5.9% in 2008/09 (prlo g, 2010). Bangladesh deals almost equally in both exports and imports with total exports for Financial Year 2008 are $21.6 billion: capital goods, food grains, petroleum, textiles, chemicals, vegetable oils whereas total imports were $14.11 billion: garments and knitwear, frozen fish, jute and jute goods, leather and leather products, tea, urea fertilizer, ceramic tableware (state, 2010).ÂÂ  Urbanization has occurred rapidly in recent years and it is estimated that only 30% of the population entering the labour force in the future will be absorbed into agriculture, although many will likely find other kinds of work in rural areas (mapsofworld, 2010). (S)ocial and cultural factors The area that is now Bangladesh has a rich historical and cultural past, combining Dravidian, Indo-Aryan, Mongol/Mughul, Arab, Persian, Turkic, and west European cultures. About 98%, Residents of Bangladesh are ethnic Bengali and speak Bangla, thus called Bangladeshis (mapsofworld, 2010). Urdu-speaking, non-Bengali Muslims of Indian origin, and various tribal groups, mostly in the Chittagong Hill Tracts, comprise the remainder (mapsofworld, 2010). Most Bangladeshis (about 88.3%) are Muslims, but Hindus constitute a sizable (10.5%) minority (bbcnews, 2010). English is spoken in urban areas and among the educated. Bangladesh is one of the worlds most densely populated countries, with its people crammed into a delta of rivers that empties into the Bay of Bengal. Poverty is deep and widespread; almost half of the population live on less than one dollar a day. However, Bangladesh has reduced population growth and improved health and education (state, 2010). (T)echnological factors The main broadcasters Radio Bangladesh and Bangladesh Television (BTV) are state-owned channels and are considered government-friendly. There is little coverage of the political opposition, except in the run-up to general elections when a caretaker government takes control. TV is the most-popular medium, especially in cities. Foreign, especially Indian, TV stations have large audiences in Dhaka and other cities. State-run radio covers almost the entire country. BBC World Service programmes in English and Bengali are broadcast on 100 MHz FM in Dhaka. Newspapers are diverse, outspoken and privately-owned. English-language titles appeal mainly to an educated urban readership (bbcnews, 2010). 2.3 Adidas Entry to Russian Market Adidas boasts a 25 year history of success in the Russian market (intercomp, 2010). Its products are currently sold through 700 outlets in Russia and the CIS, and it owns 70 signature stores in Moscow, St. Petersburg, Nizhny Novgorod, Rostov-on-Don, Novosibirsk, and other places in Russia and the CIS countries (intercomp, 2010). Adidas has also proven to be successful previously in Russia and other European economies. Russia has been a successfully emerging market within the last decade in comparison to Bangladesh. The gross domestic product and geographical comparison of both countries also identifies Russia to be more sound economically and larger than Bangladesh. Russia Retail Market will grow from RUB10.87trn (US$425.0bn) in 2007 to RUB22.58trn by 2013 (prlog, 2010). The other factor which supports the move of Adidas towards Russia is the 100% literacy rate in Russia which makes it easier for Adidas within an educated workforce. Bangladesh on the other hand still is a developing country with deficiencies like poverty and uneducated workforce holding the progress of the country to some extent. Similar to Adidas many other international brands have been attracted to Russia such as Nike. The emergence of free market entry in 1993 in Russia significantly made them a potential target for international brands. Bangladesh has been a target of bitter rivalry between two women- Sheikh Hasina and Khaleda Zia both former prime ministers. They both had been jailed for suspected corruption but were released to contest the vote (bbcnews, 2010). The rivalry between these two women has been ongoing for past two decades has been a major factor in the slow economic growth of Bangladesh. Both these economies possess potential to attract international brands but Ba ngladesh still lack behind Russia in order to be the choice of market for Adidas. Higher GDP, more educated workforce, previous history of success, larger geographical area and political support are some factors which make Russia the choice of market for Adidas. ENTRY METHOD Entering an international market is never simple or nor automatic for any international brand (Burnett, 1993). There are many different ways to gain entry for companies which are largely dependent on their internal strengths and competitiveness in comparison to the regional competitors. In practice, many firms use a customised approach to entering a market. They determine their competitive advantage over other firms at home or overseas and then plan their entry strategies accordingly (Blythe, 2003). Jeannet and Hennessey (1992) cited by Blythe (2003), identified the primary market entry strategies which are more recently considered to be divided into three main groups: Exporting, Joint Venture and Direct Investment or Strategic Alliance. Exporting can be described as selling of a product in another country without making a commitment to the local production (Burnett, 1993). Exporting is further divided into direct and indirect exporting. Joint Ventures are joining of a foreign company with an outside partner to share the stock ownership of the new company. Strategic alliances are the recent method of entry into a foreign market and involve more effort than a joint venture (Burnett, 1993). The entry method of choice for Adidas to move into Russia should be either indirect exporting or by creating local manufacturing. Local manufacturing might be more useful as it will obtain create more jobs for local people and that will help in creating a good image for the company and the product. On the other hand indirect exporting has been proven to be successful in many European companies for example Japanese soap company Kao (Burnett, 1993). COMMUNICATION STRATEGY A communication strategy of a company must be integrated across the whole range of marketing activity, should include a feedback system, reflect organisational objectives and finally competition (Blythe, 2003). Careful integration and co-ordination of many communications Channels to deliver a clear, consistent and compelling message about the organisation and its products is referred as Integrated Marketing Communications (Kotler, 2001). Push and pull strategies can be described as marketing strategies with different objectives and operational methods. A pull strategy attracts customers to a brand through advertising and other communications, with the aim of persuading customers to seek the brands and products. On the other hand, push strategy involves incentivising retailers to carry and self stocks (Jackson and Shaw, 2009). Push strategy greatly depends on the personal selling ability of retailers and stockists. Adidas needs to use the pull strategy in order to successfully move into the Russian market as previously, Adidas has been creating their brand name with heavy advertising on Russian TV channels. For most Russians, television, especially via the national networks, is the main source of domestic and international news (bbcnews, 2010). Adidas, the second largest brand in the market has always flirted with fashion more overtly than nearest rivals. Adidas retain the services of global advertising agencies and use of promotional tools such as costly TV campaigns and guerrilla marketing (Tungate, 2008 ). The other factors in Russian market discussed in the PEST analysis of Russia such as stable political structure, business culture dominant environment, growing economic conditions, high growth potential, positive demographic trends, innovative/business retail culture and niche opportunities within the retail structure provides strong basis for the use of Pull strategy by Adidas (Hines and Bruce, 2001). 4.1 Market Segmentation, Targeting and Positioning Market segmentation refers to the process of identifying a division of a wider market in order to target it effectively within the marketing mix. The selected market segment needs to be sufficiently homogenous to respond to a single integrated marketing mix (Jackson and Shaw, 2009). Although every customer is different, it is possible using segmentation, targeting and positioning techniques, to place them into understandable group and to then ensure that we deliver the right fashion products to them (Thorne cited by Jackson and Shaw, 2009, pg51). Market Segmentation takes place on many different basis such as demographic, purchasing behaviour, geographic and psycho-graphic segments of the market. The demographic segmentation relates to topics like age, gender, race, religion, family size etc, purchasing behaviour relates to benefits, loyalty level, user occasion and readiness to purchase, geographic relates to country, town, city, climate, hemisphere, travel time and psycho-graphic relates to social class, lifestyles, spending behaviour and attitudes (Jackson and Shaw, 2009). Although these factors listed above are the most common and relevant, changes in the socio-culture can force marketers to re-evaluate these according to the situation. The ultimate purpose of market segmentation is to select a target market or markets. The targeting of a market includes segments that company intends to serve and the process of determination of these segments is called target market determination (vignali et.al, 2008). Three marketing strategies can be undertaken by Adidas to identify their target market which are undifferentiated, differentiated and concentrated marketing. Undifferentiated can be described as the strategy where the company ignores some of the market segments in order to achieve benefits and thus creates and enters the market with a completely unique marketing mix. The advantage of this strategy lies in lower costs: as the identical product, promotion and price and sales efforts for the whole market ensures low costs (vignali et.al, 2008). Concentrated this approach is suitable for companies with insufficient resources for differentiated market and concentrates on one or several segments (vignali et.al, 2008). Differentiated this approach focuses on covering all the segments of the market with different marketing mix for each segment. This is appropriate for large international brand names in order to create and spread their brand to every consumer (vignali et.al, 2008). Adidas will be successful in using differentiated strategy as they will be able to concentrate on each individual segment and create their brand name with the help of right promotional tools. This approach will also be useful as Adidas has been able to advertise heavily using TV adverts previously. Positioning Positioning is the development of a service and a marketing mix to occupy a specific place in the minds of customers within target markets (vignali notes). Positioning begins with the customer. But positioning is not so much what you say about your products or company as much as it is what your customers say about you. Regis McKenna, Relationship Marketing (vignali notes). Positioning implies adjustment to all marketing activities to the consumers expectation in the given segments. The basis for product or brand positioning is market segmentation and Positioning creates competitive advantage. Adidas needs to identify their target segments, and then needs to utilize the right marketing strategy in order to provide right market positioning for their product in Russia. Adidas chief executive Herbert Hainer has claimed Russia to be the biggest market in Europe for Adidas (retail news, 2008). Positioning can be achieved in six major possible ways which are specific product features, Benefits, problem solution, or needs, specific usage occasions, user category, against another product and Product class dissociation (vignali notes) 4.2 Branding and Brand Equity The purpose of a brand is to differentiate a product or service from competitor offerings, and to achieve effective positioning. (Bruce and Barnes, 2005 as cited in Littler, 2005) A global brand is one that is available in most countries in the world and shares the same strategic principles, positioning and marketing in every market throughout the world, although the marketing mix can vary. It has a substantial market share in all countries and comparable brand loyalty. It carries the same brand logo. De Mooij (2005). Branding provides visual cue to convey messages to consumers, it directs customers buying behaviour, differentiates from competitors, acts as positioning, help develop and sell brand extensions and also provides brand equity to company. Brand equity can be described as the total value of a brand including tangible and non tangible assets such as brand name, loyalty, perceived quality and associations (Jackson and Shaw, 2009). BUSINESS RISK Adidas moving into Russia have many advantages; however it also posses the potential for a few unwanted risk such as Political risk, Economic risk, Commercial risk, Taxes and legislation relating to company incorporation (Vignali notes). The political risks comprising of foreign policies and the risk of new government policies into action, economic growth is on the rise but Russia did face a crisis in 2008 from which they only recently have recovered (bbcnews, 2010), risk to competitors locally and internationally create a high risk of failure and finally the taxation and other legislation can be quite expensive and have an effect on the marketing strategies of the company. CONCLUSION/ RECOMMENDATIONS Russia and CIS countries are set to become Adidas groups biggest market in Europe by 2010, says chief executive Herbert Hainar (retail news, 2008). Russia is a very dynamic country and is known for world-class athletes as well as enthusiastic fans. By expanding our own retail network in Russia and the CIS countries, we are giving consumers access to a unique brand experience and to achieve their personal best. Martin Shankland, managing director of Adidas group in Russia and CIS (retail news, 2008). The new ÂÂ  BMI Russia Retail report predicts that the countrys total retail sales will more than double in local currency terms by 2013, growing from RUB10.87trn (US$425.0bn)ÂÂ  in 2007 to RUB22.58trn by 2013 (prlog, 2010). Rising disposable incomes, an expanding middle class and rising levels of credit penetration are key factors behind retail market expansion. . Russia has around 14 cities with more than 1mn people, and consumers are increasingly looking to modern retail outlets for aspirational purchases. The countrys large population and in particular the affluent urban population of the capital Moscow, is providing a solid base for the expansion of the retail market (prlog, 2010). Being an emerging market Russia possesses the potential for being successful for international brands and also poses some threats or risks. Adidas business entry strategy needs to be very cautious and similar to the strategies used before by them in Russian market. They also needs to have contingency plans in case of failure of the current strategies adopted by the company and also needs to carefully consider the promotional tools.

Blue Agave and Its Importance in the Tequila Industry :: Botany

Blue Agave and Its Importance in the Tequila Industry Tequila, North America's first distilled spirit and first production alcohol, is known to most North Americans as a fiery beverage consumed during week long vacations in Mexico or by inebriated college students. Vast over-commercialization and misinformation concerning the product obscures the economic importance of the Blue agave (Agave tequilana Weber) the tequila-making industry, and their place in Mexican history. There are 136 known species of agave, but only one is used to produce tequila (2,p.4). During their exploration of the New World in the late 1400's and early 1500's, Spanish conquistadors discovered a fermented beverage called pulque that was produced by the Nahuatl. The Nahuatl are the original inhabitants of the area of western Mexico who primarily used pulque in religious ceremonies and for medicinal purposes in their culture. The primary ingredient in the fermentation process of pulque was the agave. As the early Spaniards ran out of brandy, they searched for a source of fermentable sugar for distilling. They experimented with the agave, which was abundant in the volcanic soils in the Sierra Madre region surrounding Guadalajara. The species that produced the most full-bodied taste was the Agave tequilana Weber, the blue agave or agave azul (1, p.1). In 1600, the first tequila factory was established by the "father of tequila," Don Pedro Sanches de Tagle, Marquis of Altamira. Don Pedro also was the first to begin cultivation of the blue agave for distilling (2, p.2) and in 1636, Governor Don Juan Canseco y Quià ±ones authorized the distillation and manufacture of mescal, in order to facilitate tax collection on production. However, Spanish rule suppressed tequila production and in 1785, the production of all native distilled spirits was banned. In 1792, the ban was lifted but tequila production did not flourish again until Mexican independence in 1821. In the early to mid 1800's, many tequila distillers began large-scale production. Some businesses eventually failed but two of the largest are still in business today. The first licensed manufacturer was Jose Antonio Cuervo who began cultivation in 1758. His Casa Cuervo proved very profitable. By the mid-1800's, his families fields had more than 3 million agave plants. Cuervo was also the first distiller to put tequila into bottles. Today Cuervo is the largest manufacturer of tequila, with a huge export market. In 1873, another major distiller, Don Cenobio Sauza, acquired La Antigua, a company founded in the early 1820's.

Applications of Information Technology Essay

ABSTRACT Restaurants are built of complex systems for buying, storing, preparing and selling food. Cuban Pete’s is a popular independently owned restaurant located in Montclair, New Jersey. The restaurant offers a dynamic menu of Cuban ethnic items and has received renowned recognition. The restaurant has 285 seats — 195 of them in three sprawling dining rooms and 90 on an outdoor patio decked; takes reservations only for groups of six or more; and boasts that two-hour waits not uncommon; employs 40 PTE’s and 15 FTE’s; serves 500 patrons on average a day; and generates $400K in revenue monthly. Over the past 16 months, there has been a decrease in revenue and repeat customers. Cuban Pete’s needs to improve operation efficiencies, reduce cost, decrease customer wait and sit times, increase customer satisfaction, and improve marketing. With no current automated systems, this paper will discuss how  the strategic, managerial, and operational control of a small restaurant business can improve with the implementation of management information systems which coordinates everything from scheduling personnel to customer service. Systems to be discussed include Point of Sale Systems, Customer Service Management (CSM) systems, and social media for marketing and promotion. BRIEF COMPANY HISTORY Cuban Pete’s is an independently owned restaurant located in Montclair, New Jersey. It was established in 2006 and is owned by Dominick Restaino. With a history as a restaurateur and in honor of his Cuban heritage, Mr. Restaino named the restaurant after the hit 1946 Desi Arnaz films and as an establishment that would evoke the fevered, anything-goes 24-hour fiesta that was pre-Castro Havana, Cuba. Mr. Restaino hired a staff of affable waiters and dressed them in bright Cuban sport shirts and narrow-brim Panama hats. He brought in a designer, Tony Ortiz, who had the exposed-brick and distressed-plaster walls painted in tropical yellows and reds and aquas. The menu consists of tapas and entrees that top out at $16.95. Although well sought for its dynamic list of sangria offerings, Cuban Pete’s does not have an alcohol license. BUSINESS PROBLEM Restaurants are built of complex systems for buying, storing, preparing and selling food. The business problems to be solved will include a restaurants need to improve operation efficiencies, reduce cost, decrease customer wait and sit times, increase customer satisfaction, and have real-time performance monitoring. Although Cuban Pete’s has received press accolades, there business issues that need to be addressed immediately. In 2006, Mr. Restaino was arrested, pleaded guilty, and paid a fine for serving alcohol in sangria without a license. Then, the original and well-known chef, Carl Ruiz, left the in 2008 and since the team of cooks have yet to achieve the same level of customer accolades. In addition, over the past 16 months, although there has been a recessional recovery, Cuban Pete’s has not experienced an increase in business revenue and has experienced a decrease in repeat customers. Wait times are long and all reservations, seating, order processing, and reconciliations are done manually and payments are not reconciled to orders. Although the business has a website with a widget that  allows visitors to be added to the company’s mailing list, there is no in-house practice of obtaining customer information, request of online customer satisfaction participation or web follow-up. Finally, most marketing and business promotion is done mostly via word of mouth and in local newspapers. Cuban Pete’s needs to improve operation efficiencies, reduce cost, decrease customer wait and sit times, increase customer satisfaction, and improve marketing. Major business problems to be resolved are: * Increase in revenue * Attract new customers * Retain and engage repeat customers * Establish practices to streamline and automate business practices With no current automated systems, Cuban Pete’s to implementation of Point of Sale Systems, Customer Service Management (CSM) systems, and social media for marketing and promotion to demonstrate better strategic, managerial, and operational control. HIGH LEVEL SOLUTION Strategic decisions are characterized by uncertainty and unstructured decision. These areas will include budgets, target markets, policies, and business objectives. Cuban Pete’s needs to implement automated systems that provide data in real-time on food items ordered and comparisons of weekly sales totals versus food costs, allowing planning for tighter cost controls. The management also needs to implement automated operational controls of specific tasks through appropriate technology such streamlining the customer transaction process including order tracking, order processing, machine control, scheduling, and compensation. Further, to experience a return on investment, increase customer satisfaction, improve the financial reporting process, and enhance strategic planning and performance monitoring efficiencies, Cuban Pete’s needs to implement a Point of Sales System and utilize social media for marketing and promotion. BENEFITS OF SOLVING THE PROBLEM Automation has its advantages. By implementing MIS, Cuban Pete’s will experience a reduction in manual labor and human error, an increase customer feedback to help waiters service the customers, and improved   capabilities for view of sales figures, menu planning, and cost accounting details. By implementing the following systems, Cuban Pete’s will attract more customers, improve wait times, streamline processes, and ultimately experience an increase in revenue and customer satisfaction. TECHNICAL APPROACH Innovation continues to improve the way companies do business. As a relatively small establishment, Cuban Pete’s needs a low-cost solution   improve business. The best way to improve business would be the implement a Point of Sales System (POS) and utilize social media channels. * POS This team suggests Revel iPad POS. Considered the cash register for the 21st century, this mobile POS software provides up-to-the-minute reporting to track the sales, orders, payments, staff and patrons in real time. There is no back-of-the-house server needed, no mandatory contracts, and no hidden fees or charges. Revel Systems’ POS System provides: * Employee Login. Each employee has a secure login that is different from managers. This allows owners to track not only when employees clock in and out but also what they do in the system. * Order Taking. The order taking process is simple; just choose your items from the categorized list and build the customer’s order. * Order Details. Details about the order, such as item voids, deletions, special requests, discounts, holds, etc. are always available. * Payment Processing. Customers can pay using all major credit cards or gift cards and choose if they want receipts e-mailed or printed. * Cook View / Expedite View. If you want to go completely paperless, orders can show up on the iPad in the Cook View rather than printed in the kitchen. An Expedite View is also available so servers can see what has been cooked and ready to be served. This POS also provides Back Office support that will improve business as well. Some of the features include: * Flexible Menu and System Configuration. Cuban Pete’s will have the ability to customize the categories and items of their menu to suit their needs. As well as tailor the layout of receipts, specify tax rates to meet local requirements, set surcharges, set discounts and much more. * Real-time Inventory Control. As items and ingredients are sold, Cuban   inventory levels will automatically be deducted and available for inventory count comparisons to quickly detect theft, loss or waste. * Employee Scheduling and Reporting. With high employee turnover and seasonal doldrums, Revel Systems provides the capability to view metrics on employee data, such as work scheduled versus work performed number of voids, discounts by employee, and employee productivity and sales volume. * Real-time Reporting and Analytics. Revel Systems provides a variety of reports to help Cuban Pete’s run business, including sales summaries, transaction details, ingredients sold, and much more. Cuban Pete’s also needs to improve and manage customer satisfaction. Revel Systems POS also provides Customer Relationship Management (CSM). This system will allow the business to acquire your customer’s e-mail addresses from e-mailed receipts and export these addresses to a spreadsheet. Other necessary technical features that this POS provides include: * Real-time Reporting. Revel Systems provides a host of reports that are instantly available and accessible from anywhere, with the ability to grant access to managers, accountants or other professionals. * Centralized Management. With an established website, Revel Systems will allow Cuban Pete’s to centrally manage and monitor business from one website. All information is captured in real-time, and will get instant visibility to track sales volume, staff productivity, and help manage business effectively and efficiently. * Cloud Computing. Data management and storage can be expensive for a small business. The Revel System POS also provides secure Cloud Computing. This System reduces the information technology burden on Cuban Pete’s business in both time and money. There is no longer a need for a back office server to store data or to worry about software upgrades and maintenance. * Payment Card Industry Compliant. But security is also a major issue of business and customers. Revel Systems is Payment Card Industry (PCI) Compliant. Revel Systems built security and compliance into its products from the onset to ensure that everything from the hardware, software, and network were all PCI compliant. * SOCIAL MEDIA Social Media allows businesses to engage timely and direct end-consumer contact at relatively low cost and higher levels of efficiency than achieved with more traditional communication tools. Thus, this team suggests   Cuban Pete’s utilize standard social media platforms such as Facebook and Twitter, but also implement mobile social media (MSM). According to Juniper Research, the market for mobile web 2.0 evolutions will grow from $5.5B to $22.4B by 2013. MSM applications are expected to be the main driver of this evolution and are estimated to account for over 50% of the market. Further, Pew Research, a Washington, DC based think tank, estimates that by 202, a mobile device will be the primary internet connection for most people in the world. Therefore, this team suggests that Cuban Pete’s, combined with the Revel System POS, adopt a MSM application. This permit opens standards (e.g. a transition to the TCP/IP protocol) and flat-rate systems. It also allows for upgrades to Radio Frequency Identification (PFID) tags that will be able to automatically connect to mobile phones and send URLS to them, similar to text messages. BUSINESS PROCESS CHANGES Cuban Pete’s is a manual business. Although they have a website, the business relies on manpower for all of its business transactions. Customers are checked in manually – wait times are long. Waiting staff takes orders manually, paper orders are handed off to cooking staff, credit card payments are entered manually – none are aligned or reconciled to management, distributors or protect the privacy and security of customers. The business needs to improve operation efficiencies, reduce cost, decrease customer wait and sit times, increase customer satisfaction, and have real-time performance monitoring. OVERALL RECOMMENDATION Today everything is about the ability to provide business effectively and efficiently. Over Cuban Pete’s boast about long wait times as an indication of the high great the business performs, most customers want good food, access and great service as well. To do this proficiently, effectively, and in the most cost efficient manner, Cuban Pete’s needs to secure a POS and utilize social media channels. Some industry specialists claim that if business is not participating in Facebook, YouTube, and Second Life, it is not part of cyberspace anymore. Social Media allows firms to engage in timely and direct end-consumer contact at relatively low cost and higher levels of efficiency than achieved with more traditional communication tools. HIGH-LEVEL IMPLEMENTATION PLAN The technical approach involves management information software designed by POS Professionals. Revel Systems is a user friendly point of sale designed by hospitality professionals. This software was designed by end users who have worked in the bar and restaurant industry. This particular software is designed specifically with the end user in my mind. Expectations are an easy and transparent transition to the new software system. New POS system will have the following features: * HostHostess functions including reservations, waiting listguest paging * Online food ordering * One touch order split and combine * Multiple check tender Support * Visual Floor Management * Advanced CRM such as gift card, house account and frequent buyers * 100% Touch Operated Point of Sale Communication Systems and Mobile Devices. * Key Inventory system that is visible to you and suppliers. This will increase order shipment efficiency, ensure better decision making regarding scheduling, purchase orders, shipments and invoices. * Transportation tracking will give the location of shipments as they are en-route and send out alert messages when shipments are late. * Invoice visibility will allow invoices, payments, and credit arrangements and limits to be viewed with a single touch. Social Media. Sites such as Facebook Places, Four Square and Latitude give Cuban Pete’s a great opportunity to take advantage of social media. By uploading photos of the live entertainment, atmosphere and videos of satisfied customers, potential customers can gain a â€Å"live†, up and close perspective of the restaurant. We can offer customers a small discount for â€Å"checking in† at Cuban Pete’s. Just â€Å"check in† on your Facebook Page and you get $4 off your bill and or 5% off your next visit if made within 30 days. This additional exposure is marketing the restaurant without spending large sums of money on advertising. SUMMARY Cuban Pete’s needs to improve operation efficiencies, reduce cost, decrease customer wait and sit times, increase customer satisfaction, and improve marketing. With no current automated systems, by implementing strategic, managerial, and operational control this small restaurant business can improve with the implementation of management information systems which coordinates everything from scheduling personnel to customer service. Two primary systems to immediately improve business includes of a Point of Sale Systems that will automate business and include Customer Service Management (CSM), cloud computing, real-time reporting, and secure Customer Payment Industry (CPI) payments. Another means to greatly improve business would be to utilize social media for marketing and promotion. REFERENCES Corcoran, D. (2006). Crowds in Search of a Fiesta. New York Times. Retrieved from http://travel.nytimes.com/2006/08/13/travel/13njdine.html?_r=0 Draft, R.L. & Legel, R.H. (1986). Organizational information requirements, media richness, and structural design. Management Science, 32(5), 554-571 Kaplan, A. (2010). Users of the World Unite! The challenges and opportunities of social media. Business Horizons. 53, 59-68 Toffler, A. (1980). The third wave: The Classic Study of Tomorrow. New York, Bantam Books. www.cubanpetes.com

How to Teach Values Education in a Corrupt Society? Essay

In our corrupt society, there is one line attached to all the corrupt officers of the government, the line goes like this, â€Å"It is all right to steal provided you do not get caught.† Despite the dysfunctional environment we find ourselves in today, teachers need to teach and reinforce essential values in everyday schooling. These begin with values we learn at home and end with societal norms we need to advocate to make this country of ours a functioning democracy. Honesty and integrity is the first should students understand and acquire. Tell the truth, demand the truth and stand by the truth. Second is Responsibility. Act truthfully and people will give you their trust and confidence. Account for your actions and people will follow you. Third is Courage. Take charge of your actions. Do what is right, even if difficult. Stay the course even when others criticize you. Be brave in whatever you do. Fourth is Respect to others. Look out for others, give them due respect and they will respect you in return. And the last one is Love of country. This country is our reflection. This will tell the world if we Filipinos can compete and gain their respect. Although the depressing failure of many of our national and local leaders to become role models, the media, our schools, the religious should take effort to inculcate among everyone, young and old. Considering the present situation in our country, every effort must be made to receive our old values. Difficult as it may seem – at least we could try and try again and to be every persistent to the very end.