Racial Profiling by Police Essay - 1502 Words

I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their character. -- Martin Luther King, Jr. In a perfect world, everyone WOULD be judged based on the content of their character. But we do not live in a perfect world and humans have always pre-judged others based on physical and cultural differences. These are the first things we notice about a stranger, and first impressions are hard to forget. Racism and prejudice have caused us to make dire mistakes in the past, but we have learned from these mistakes and have bettered our society. However, society today is filled with stereotypes and prejudices about people of certain races. It†¦show more content†¦A warrant is issued when there is enough evidence to reasonably doubt an individual’s innocence. By not getting a warrant, a law enforcement officer is going off of his own personal assumption that someone may be guilty. With racial profiling, police are using skin color to not only justify their suspicion, but to define it. They have no logical reason to pull over African-Americans more often than whites other than the fact that they are black. Profiling distracts law enforcement from real threats. In 2002, profilers for the DC sniper case described the suspect as being an â€Å"angry white male† when in fact the killers were two African-American men that were actually pulled over but let go because they did not fit the profile (Buchanan). Assuming that serial killers are white males is one of the many stereotypes that blind law enforcement in catching a criminal. A vague description such as a â€Å"white male† limits the search to only people of that profile, and the police would only focus on that one characteristic. It is a shame that the real killers were actually pulled over at one time, but just because they weren’t the right â€Å"color† meant that they were automatically ruled out. If the police focused on facial expressions and suspicious behaviors, maybe these killers would have beenShow MoreRelatedRacial Profiling by Police Essay1259 Words   |  6 Pages    There are many types of racism in America that cause people to make accusations against law enforcement for discrimination. One type of racism is racial profiling. It is a strategy that encourages police officers to stop and question minorities only because of their race. It takes place in a variety of routine police encounters. Unmotivated searches occur everyday among the minority groups. Could you imagine waking up and being scared to walk outside your house because of the color ofRead MorePolice Brutality And Racial Profiling1343 Words   |  6 PagesThe use of police brutality and racial profiling is an unfortunate part of today’s society that needs to be addressed. Blacks are being stopped and searched by police officers in greater numbers compared to other races, and sometimes these situations escalate into violence. In the essay Blue On Black Violence: Freddie Gray, Baltimore, South Africa, the Quietism of Africana Christian Theology, author Darryl Scriven, a Philosophy professor at Florida AM University, reports that, â€Å"CNN reported thatRead MoreRacial Profiling by Police Essay1669 Words   |  7 PagesParanoids Turn Out to be Right,† acknowledges the issues of racism and racial profiling committed by police. In â€Å"Fist, Stick, Knife, Gun,† Geoffrey Canada also expresses views on this issue when he asserts that police fail to protect and serve individuals in poor neighborhoods. 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Every day, people are being pulled over, harassed, and even killed for being of a certain race. There are new laws that politicians are trying to pass that promote racial discrimination. Racial profiling is immoral and does not increase public safety. Incarceration rates are a definite proof that racial discrimination occurs. â€Å"Incarceration rates in the United StatesRead More Racial Profiling by Police Essays929 Words   |  4 Pagesseizures†¦ (108). Under the Fourth Amendment the legal constraints placed on police and the rules they must follow for â€Å"Stop and Frisk† happened as a result of the â€Å"Terry v. Ohio â€Å"case (162). The constraints are that the police cannot stopped and frisk people without reasonable suspicion probable cause or a warrant. Before 1968 the police could search a suspect only if they had probable cause. After the Terry case the police may conduct a frisk search of a suspect’s outer clothing only if there wasRead MorePolice and Racial Profiling Essay2724 Words   |  11 Pages Can we stop the unjust practice of racial profiling? Is it correct for Police Officers to stop a black driver for an alleged traffic offense to question and sometimes search the black driver? These questions provoke the need to understand racial profiling and racism along with what problems are involved and the possible solutions. Doesnt the use of race make sense? Isnt it really just good police work? The guarantee to all persons of equal protection under the law is one of the most fundamentalRead MorePolice Brutality And Racial Profiling1902 Words   |  8 PagesPolice brutality refers to the intentional utilization of vituperations or extortionate force directed towards a country s citizens by the police force. This extortionate force may be physical or in form of psychological dauntingness. Police brutality is highly evident in many countries all over the world especially in the news where such cases are reported. It is optically discerned as a form of police malfeasance which involves sexual abuse, police corruption, erroneous apprehends, racial profilingRead MoreRacial Profiling And The Police Force1951 Words   |  8 PagesIn modern day society, the police force is meant to safeguard the lives of those they serve, to eliminate crime, to ensure public safety, and to do so in an honorable fashion. They are meant to be respected and trusted by those they potentially protect. Children often looked at them as modern day superheroes. At some point however, something changed and the neighborhood hero transformed into the villain. What happens when the ones people reach out to in a time of distress become the ones causingRead MorePolice Brutality And Racial Profiling Essay2484 Words   |  10 PagesPolice Brutality and Racial Profiling Police Brutality is defined as the use of excessive force by police officers when they encounter civilians. Police officers are defined as people who are responsible for the prevention of crime. Brutality is defined as, â€Å"savage, physical violence.† Police brutality has been alive and well for many years, but a majority of the cases had been recently. Dating back to the times of the Civil Rights Movement and even before, minorities have been treated with little

Television Interview The Crucible - 1118 Words

Radio Interview: ABC: Good morning Daniel. Welcome to our radio show. D: Thank you for inviting me. It is a pleasure to be here and speak to your audience. ABC: You played the role of John Proctor in the movie, â€Å"The Crucible†. Tell us briefly about your role. D: Well, I play the role of John Proctor, Elizabeth’s husband, as a local farmer who is a stern, harsh-tongued man of high social standing and integrity and who hates hypocrisy. He is a proud man who places great emphasis on his reputation in society. ABC: As in most plays and movies, there are important themes represented. What are some of these in the movie? D: Well, there are several themes that we can relate to even in our modern times, such as themes of intolerance, fear, hysteria, reputation, integrity, greed and jealousy, revenge, pride and authority. ABC: Can you tell us more on some of the themes as it relates to today’s societies? D: ‘The Crucible’, written by Arthur Miller more than 60 years ago, is a drama based on events of 17th century that deals with religious hysteria and literal witch hunting that swept American town of Salem. Similar political hysteria and symbolic witch hunting occurred in American society in the 1950s about anti-communism led by anti-communist crusaders like Senator, Joseph McCarthy. Miller’s main aim in 1953 was to cast light on this American paranoia about communism and especially Soviet influence of which American had great fear of. ThusShow MoreRelatedGeeks and Geezers994 Words   |  4 PagesLeadership and Ethics Prof. Barnett 11 November 2009 Geeks and Geezers Interviews with men and women who are leaders of both large and small companies demonstrated that the similarities between these apparently disparate groups (Gen X and Gen Y) offer significant insight into the qualities of leadership that transcend generational differences. 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Substance Misuse and Communicable Disease

Question: Raine is 20 years of age and has been injecting heroin for five months. She has two young children and is pregnant. She lives in temporary accommodation but wants to move out fairly soon because of the poor conditions. She tries to avoid sharing injecting equipment and has shared once when she has been withdrawing from drugs and her supply of drugs ran out. She has been in contact with a drug agency for the last two months (She was infected with HIV by her partner and has been positive for one year and is not taking any drug treatment). She is four months pregnant and is worried about telling anybody and whether the baby will be infected with HIV as her other children are not HIV positive. You are required to choose ONE of the case studies available on Blackboard and in 3000 words demonstrate the achievement of the 4 learning outcomes by addressing the following points: 1. Briefly illustrate the scientific (nature of the disease, basic biology) social and historical factors that influence the Epidemiology (way of transmission, prevalence, mortality and morbidity) of communicable diseases and relate these to the specific case study. 2. Identify and critically discuss any areas of risk behaviour in the case study and link them to the literature. 3. Identify and critically discuss evidence-based interventions that may be needed and link the to theories of behaviour change. 4. Explain difficulties and obstacles, which may be encountered in implementing the proposed interventions and how these can be overcome. 5. Discuss any issues arising out of the case study from the communicable diseases, substance misuse and health behaviour perspective. Answer: HIV or the human immunodeficiency virus is said to be a lentivirus which causes acquired immunodeficiency syndrome (AIDS) (Bell, Selby and McMickens, 2011). In this disease state the immune system of human body progressively fails and allows severe opportunistic infections, like cancers to increase (Thormar, 2013). Depending upon the virus subtypes average time of survival of the affected individuals without any treatment is approximately from 9-11years. HIV infection takes place by transmission of semen, vaginal fluid, blood, breast milk or pre-ejaculate. Within these fluids, HIV can be presented as both as free viral particles and as infected immune cells (Federal Ministry of Health, 2014). HIV infects the core human immune cells like T helper cells, dendritic cells and macrophages. Low levels of CD4+ Tcells are resulted from the HIV infection through different mechanisms, comprising uninfected bystander cells apoptosis, nonstop viral killing of contaminated cells and damage of con taminated CD4+ T cells by the CD8 cytotoxic lymphocytes which identify the infected cells (Albuquerque et al., 2007). If the numbers of the CD4+ T cell turn down below a significant level, cell mediated immunity will be lost and the human system will become progressively more prone to severe infections. HIV contains RNA or ribonucleic acid as their genetic material and requires a host ad reverse transcriptase enzyme to convert the genetic material RNA to deoxyribonucleic acid or DNA (Wagner, 2008). This virus can enter to the host cells and targets the systems defense mechanism, offered by the immune system and the leucocytes. According to the WHO (World Health Organization) HIV is a retrovirus which contaminates the immune system cells and damage their functional properties (Watstein and Jovanovic, 2003). At the earlier stage of this infection, affected individual does not demonstrate any kind of indications or symptoms. However, later on during the progression of this disease the immune system of the affected individual becomes weaker and more prone to severe other infectious diseases, for example: pneumonia and tuberculosis (WHO., 2008). Like other blood borne viruses, HIV gets transmitted from one individual to another during un-protective sex along with sharing infected syringes and needles, transfusion of infected blood or blood products, mucus membrane, cerebrospinal fluid, semen, bruises or open cuts. During pregnancy a vertical transmission of this virus from mother to the baby is also possible. Substance misuse among the HIV affected bisexual and homosexual male increases the chance of getting affected with this disease. Nevertheless, researchers have demonstrated that injecting drug users are pretty aware of the requirement for proper conduct and sexual behavior. Chimpanzees can bear Simian Immunode ciency Virus (SIV) in their system and that is harmless to them. These viruses are termed as retrovirus (Pepin, 2011). When this virus is transmitted to different primate, complications can arise. It is mentioned that earlier chimpanzees were hunted and eaten frequently by the tribal groups in central Africa. Thus by ingestion, the unique Simian virus was transmitted from chimpanzee to human (Tabor, 2007). The Simian virus got mutated inside the human body and thus the first HIV form was originated. The transfer of pathogen from animals to human beings, which fits well with the human immune deficiency virus, is scientifically termed as Zoonosis (Lashley and Durham, 2007). For a successful transmission of these viruses require certain favorable conditions, for instance nearby host animal population, human population, infectious microorganism in host animal that is capable in spreading from animal to human being, good contacts among the species t o transmit sufficient pathogens to humans which might have taken gigantic amount of individual contacts, ability of the microbes to spread among the human race probably by acquired mutation and various mechanisms that allow the viruses to widely disperse and prevention of infection from blazing out either by killing its human host or by provoking immunity among the local human populations. To illustrate the origin of this virus, researchers have found the possible time interval of the transfer of the cross-species (Hooper, 2000). The AIDS outbreak causes major risks to the economical, social and mental welfare of HIV infected individuals. This could adversely have an effect on household strength and sustainability, schooling, admission to health care and childrens susceptibility to infection. The WHO represented worldwide data on HIV (WHO, 2008). Almost 67% pregnant female are living with AIDS in middle and lower income countries and under the medicinal administration to protect the ir babies from the HIV transmission (Who.int, 2015). Globally almost 2million people have registered themselves to get antiretroviral treatment in the year 2013 (Who.int, 2015). 23%children are in the need for HIV treatment compare to 37%adults (Who.int, 2015). This also point out bigger gap existed between the services for children and adult living with human immunodeficiency virus. Therefore it is of utmost importance that the writer consider this issue as one of the major challenge in health care sector and will try to recognize the fundamental factors and develop these issues thoroughly by correlating them with Raines case study. This essay will demonstrate communicable diseases set up in this case study by dealing with their basic biology, historical and social factors, which influence their mode of transmission, morbidity, mortality and prevalence. This essay will also illustrate the areas of risk behaviors and correlate them to the research literature. Additionally, evidence based research will be involved to identify the issues affecting Raine and her family. Any probable complications and hindrance will also be discussed to implement the proposed interventions and the way these hurdles can be overcome. Finally, this essay will also demonstrate whether any issues are arising out of this case study from the communicable diseases, substance abuse and health behavior perception. Areas of risk behavior in the case study The 20years old female Raine has been injecting herion since last five months. She lives in temporary accommodation which is very poor in condition. She has shared injecting equipments. Therefore, it is clear to state that Raine has been abusing heroin that is considered as a class A controlled substance under the Drugs Act, 1971 (Legislation.gov.uk, 2015). Heroine dependence increases after several weeks and unexpected termination can gives rise to tremendously uncomfortable psychological and physical withdrawal indications for instance muscle pain, anxiety yet in the absence of bodily trauma. Sharing same injectable equipments also increases the possibility of HIV transmission from one individual to another. Heroin does not completely dissolve because it contains certain additives and during the injection can accumulate within the blood vessels which lead to the kidneys, brain and lungs (Dirks et al., 2012). This blockage can also leads to vein damage, collapse, local infection abs cesses, thrombosis, heart valve infections, ulcers and circulatory complications. In this case study, Raine is pregnant and pregnancy exposes Raine to factors like weakened immunity, insufficient prenatal care and poor nutrition. Substance abuse during pregnancy is also associated with developmental delay, spontaneous abortion risk and low birth weight. Moreover, the unborn fetus may born with physical abnormality and dependency on heroin, can suffer from withdrawal syndrome and thus serious medical problems require hospital admission. To support this concept Oei et al. (2012) have published a review on amphetamines uses during pregnancy and its impact (Oei et al., 2012). The aim of their research was to evaluate and summarize already presented evidence about the amphitamines impact on pregnancy, the newborn and the child. Amphetamines are the neurotoxins and neurostimulants which are considered as the globally abused illicit drugs. The users are at the greater risk of mental co-mor bidities and evidences have suggested that amphetamine exposure prior to pregnancy is correlated with reduced pregnancy outcomes and data is cofounded by other unpleasant factors linked with drug dependency (Oei et al., 2012). The researchers have used Government data conference abstracts, book chapters and published articles. The worldwide incidence of amphitaine exposure during pregnancy stage is probably underestimated but agreed to be rising rapidly, while contact to other substances is decreasing, like: heroin. Would be mothers using amphetamines are at the elevated risk of mental co-morbidity and inferior obstetric consequences but the newborns may escape exposure, as the withdrawal signs are commonly less defined than those infants who are exposed to opiates. Very little proof are present regarding amphetamine stimulated neurotoxicity and enduring neuro-developmental impact as information is limited and hard to remove from the control of other issues correlated with kids livi ng in families where parents are into drug abuse in terms of neglect and poverty. Amphetamine exposure prior to and after pregnancy is a worldwide concern but in depth research, typically for the childhood consequences are still under the darkness (Lester and Lagasse, 2010). Hence the researchers have suggested that the kids may be at the risk of constant behavioral and developmental obstacle and suggest that attempts can be made to develop early recognition of exposure prior to the pregnancy and to develop provision of prior intervention services for affected individuals and their family members. Another condition is that, Raine is pregnant and detected with HIV positive. As a result there is a high possibility of viral transmission to her fetus since she is not under the administration of antiretroviral therapy (Zarocostas, 2009). As Raine has shared injectable equipments it can be obviously mentioned that she may be a carrier of other type of blood borne viruses like HCV and HBV. Raine despite of her diagnosis with HIV is unwilling to undergo any medical assistance that can increase the risk of developing AIDS and subsequently death. Different researches have shown when individual stops applying heroin, acceptance falls rapidly and on re-initiating the system would not be able to manage with the same quantity and the individual can be at the risk of a drug overdose. Evidence-based interventions and link with behavior change theories Raine is four months pregnant and is worried about sharing this fact to the health care staff working with Raine. The drug workers have built a therapeutic association with Raine which is depending on trust (Lippke and Ziegelmann, 2008). As per scientist Barker therapeutic associations are the keystone of nursing practice with the individuals experiencing risk to their health. Good nursing intervention and assistance can modify Raines behavior to reduce HIV transmission to others. Though Raine is aware of the fact that prior a year she was affected with HIV but failed to obtain antenatal care and counseling about her pregnancy, possibly due to stigma associated with HIV diagnosis (Seckinelgin, 2007). Substance abuse is a powerful cause of stigma and is increased by HIV diagnosis. Mostly women who are diagnosed with HIV go through immense discrimination from the community and family members than males. So, it is obvious to mention that this stigma is the only reason why the affected w omen feel scared to share about their condition to other people (Rotheram-Borus, Swendeman and Flannery, 2009). They also feared that people may be blaming them. Raine and her partner can be benefited from HIV counseling. This can support them that in this world there are various people exist with this virus. IN terms of counseling, Raine and her partner need to be counseled together in order to give them an opportunity for informed choices relating to their lives. Counseling is always helpful as it gives knowledge, increase awareness, supports individual and explores individuals thoughts and feelings that will stop further disease spread, allow treatment access, protection and care of the fetus (Liechty, 2004). Raine along with her partner can be benefited from Health Belief Model (HBM) (Carpenter, 2010). The health belief model and associated theory of rational action emphasize the significance of knowledge, positive attitude and beliefs regarding the advantages and threats of mod ifying individual behavior. As per this model, behavior is altered when an individual recognizes the requirement to alter their present behavior and approach towards specific action. Raine should identify if she is inclined to a particular difficulty, recognize the severity of the complication and provide consideration to altered behavior by analyzing prospect of its consequences (Gregson, 2006). Both Raine and her partner should acknowledge the complications which are considered unsafe as alterations are almost doubtful if Raine and her partner continue to understand their functions as satisfactory with no harsh outcomes to the involved lives. Sexually active females like Raine in this case should be faithful to her partner and take protective measures appropriately and unfailingly. Health promotional education could be another important intervention regarding blood borne viral infections like Hepatitis A, B, C and airborne spread of tuberculosis could be useful for Raine and her family as they are at the higher probability to get affected with these diseases (Miilunpalo, 2000). Hepatitis A virus causes liver inflammation and can spread through extremely unhygienic food, environment, faucal and oral route and need to be treated immediately. HBV can cause liver damage as the human system responds to viral infections (Davis, 2010). The associated symptoms are headache, jaundice, raised temperature, fatigue and many more. HCV is a blood borne viral infection that affects the liver and causes liver disease and chronic infection. It is also probable that after infection inactive infection can persist and almost 10% of infected people can develop active tuberculosis in their life (Mohebati, Davis and Fry, 2010). Raines partner can be benefited from the cycle of change d model. This form needs an affected individual to experience following periods while altering behavior that are pre-consideration, contemplation, preparation, action, continuation and relapse (Fischler, 2002). In Raines case it is therefore, significant to mention that a multidisciplinary team should identify her cause of fear, offer additional support throughout counseling sessions to tolerate the complications faced. Difficulties and obstacles in implementing the proposed interventions Raine is pregnant; hence the most important part of concern is associated with her breast feeding. Avoiding breast feeding may make her anxious as it may represent a sign to the member living around her that is Raine is HIV affected. In terms of cultural reasons few women can find it hard to accept the fact of avoiding breast feeding apprehending the stigma, violence and abandonment as they are living with HIV virus (Macleod, 2010). It can be considered that Raine may be under the treatment of methadone and a psossibility is present injecting other medicines as poly drug user. Raine may get benefited from being instructed by drug workers on safe procedures of injection administration. Researchers have shown that almost 50% individuals who are under methadone treatment continued injecting cocaine regardless of the methadone dosage. Also, research study has established the fact that almost 80% individuals who are under the methadone treatment, considerably reduced the heroin use and al most 50% lessened cocaine usage (Evans and Lambert, 2008). The National Treatment Agency advocated that individual should exchange injecting sites in order to circumvent steady use of same injecting location thus reducing the threat of destructing the shin integrity (Ammann, 2002). In addition, research study also suggests that affected individual should be offered with the management for injection site infection with hepatitis testing, hepatitis vaccine with several follow up approaches. Difficulties may have risen in terms of cultural belief. Raines partner may be unwilling to use protective sex measures, like use of condoms as he might belief that male has the only right to decide where, when and how sex will take place. These types of beliefs can make male uncomfortable regarding revealing that they are unaware of certain facts and thus limiting their information access. This condition can worsen the male and females susceptibility to sexually transmitted infections and HIV (Smyth, Barry and Keenan, 2001). The deficiency of financial stability of the women exposes them to male supremacy. In such conditions women depend on their male partners for financial support plus supply of addictive drugs and making sure a stable supply would be present in terms of sexual surrender (Schubert, 2005). This intervention would be to appoint Raine in meetings on the application of social cognitive theory. With the help of this theory Raine can learn behaviors by modeling others be havior or by straight experience among the self help groups. At the end of the session it could be expected that Raine will be empowered to demand safe sex with his partners along with protective measures, as this will stop HIV transmission between the couples. Issues arising out of the case study Other concerns arising out of this case study includes that Raine and her partner are at risk to other infections for example sexually transmitted disease and invasive pneumococcal disease. The affected individuals detected with HIV infection had different types of invasive pneumococcal disease infections in the last 10years (Williams, Gunter and Nicholas, 2006). If Raine and her partner are infected they can get benefit from invasive pneumococcal disease vaccines for affected individuals with HIV regardless of CD4 count. Additional data demonstrated that people who are recently diagnosed with invasive pneumococcal disease and with human immunodeficiency, majority were parallaly diagnosed with sexually transmitted infections (Kunnuji, 2013). Raine and her partner should be screened for sexually transmitted infections also and should be treated with appropriate medications if affected with any. Additionally if Raine and her partner are found to be positive for hepatitis C, they should be administered with suitable medications for hepatitis C and acquired immunodeficiency. To conclude it should be mentioned that communicable diseases pose major impact of most of the peoples lives internationally (Strauss et al., 2002). Most of the people have learnt to alter their behavior for their own good because of the shocking effects of HIV and other blood borne viruses. Though awareness is high, still affected individuals are kept isolated, stigmatized and abused in different societies guiding to fear for accessing treatment and assistance. The state government and WHO policies have stated the fact that it is human right to access treatment when they require it rather than hiding it because of the fear of stigma. The reduction of harm because of HIV and other blood borne viruses are successful where measures are efficiently applied. Despite of the fact that HIV is untreated, with the introduction of various effective therapies affected individual can live a normal life. 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Dirks, H., Esser, S., Borgmann, R., Wolter, M., Fischer, E., Potthoff, A., Jablonka, R., Schadendorf, D., Brockmeyer, N. and Scherbaum, N. (2012). Substance use and sexual risk behaviour among HIV-positive men who have sex with men in specialized out-patient clinics.HIV Med, p.n/a-n/a. Evans, C. and Lambert, H. (2008). Implementing community interventions for HIV prevention: Insights from project ethnography.Social Science Medicine, 66(2), pp.467-478. Federal Ministry of Health, (2014). National human immunodeficiency virus and acquired immunodeficiency syndrome and Reproductive Health Survey 2012 (plus II): Human immunodeficiency virus Testing.J HIV Hum Reprod, 2(1), p.15. Fischler, B. (2002). HCV Infection in a Child Without Obvious Risk Factors for Blood-borne Infections.Scandinavian Journal of Infectious Diseases, 34(9), pp.698-699. Gregson, S. (2006). HIV Decline Associated with Behavior Change in Eastern Zimbabwe.Science, 311(5761), pp.664-666. Hooper;, E. (2000). Search for the Origin of HIV and AIDS.Science, 289(5482), pp.1140-1141. Kunnuji, U. (2013). Predictors and Reproductive Health Implications of Knowledge of HIV/AIDS among Female Out-of-School Adolescents in Iwaya Community, Lagos State.J Womens Health Issues Care, 02(03). Lashley, F. and Durham, J. (2007).Emerging infectious diseases. New York: Springer Pub. Co. Legislation.gov.uk, (2015).Misuse of Drugs Act 1971. Lester, B. and Lagasse, L. (2010). Children of Addicted Women.Journal of Addictive Diseases, 29(2), pp.259-276. Liechty, C. (2004). The evolving role of HIV counseling and testing in resource-limited settings: HIV prevention and linkage to expanding HIV care access.Current HIV/AIDS Reports, 1(4), pp.181-185. Lippke, S. and Ziegelmann, J. (2008). Theory-Based Health Behavior Change: Developing, Testing, and Applying Theories for Evidence-Based Interventions.Applied Psychology, 57(4), pp.698-716. Macleod, G. (2010). Identifying obstacles to a multidisciplinary understanding of disruptive behaviour.Emotional and Behavioural Difficulties, 15(2), pp.95-109. Miilunpalo, S. (2000). Stages of change in two modes of health-enhancing physical activity: methodological aspects and promotional implications.Health Education Research, 15(4), pp.435-448. Mohebati, A., Davis, J. and Fry, D. (2010). Current Risks of Occupational Blood-Borne Viral Infection.Surgical Infections, 11(3), pp.325-331. Oei, J., Kingsbury, A., Dhawan, A., Burns, L., Feller, J., Clews, S., Falconer, J. and Abdel-Latif, M. (2012). Amphetamines, the pregnant woman and her children: a review.Journal of Perinatology, 32(10), pp.737-747. Pepin, J. (2011).The origins of AIDS. Cambridge, UK: Cambridge University Press. Rotheram-Borus, M., Swendeman, D. and Flannery, D. (2009). Evidence Based Family Wellness Interventions, Still Not HIV Prevention: Reply to Collins.AIDS and Behavior, 13(3), pp.420-423. Schubert, C. (2005). Report identifies obstacles for AIDS treatment plan.news@nature. Seckinelgin, H. (2007). Evidence-based Policy for HIV/AIDS Interventions: Questions of External Validity, or Relevance for Use.Development and Change, 38(6), pp.1219-1234. Smyth, B., Barry, J. and Keenan, E. (2001). Syringe borrowing persists in Dublin despite harm reduction interventions.Addiction, 96(5), pp.717-727. Strauss, S., Deren, S., Rindskopf, D. and Falkin, G. (2002). HIV-Positive Out-of-Treatment Drug Users Who are Unaware of Their HIV Status: Predictors of Who Gets Tested and Who Returns for Test Results.Journal of Drug Issues, 32(4), pp.1017-1032. Tabor, E. (2007).Emerging Viruses in Human Populations. Perspectives in Medical Virology, Volume 16. Elsevier Science Technology. Thormar, H. (2013). The Origin of Lentivirus Research: Maedi-Visna Virus.Current HIV Research, 11(1), pp.2-9. Wagner, V. (2008).AIDS. Farmington Hills, MI: Greenhaven Press. Watstein, S. and Jovanovic, J. (2003).Statistical handbook on infectious diseases. Westport, Conn.: Greenwood Press. WHO., (2008).Mental Health Aspects of Women's Reproductive Health. Geneva: World Health Organization. WHO., (2008).World Health Statistics 2008. Geneva: World Health Organization. Who.int, (2015).WHO | Data and statistics. Williams, P., Gunter, B. and Nicholas, D. (2006). Health education online.Health Education, 106(3), pp.210-226. Zarocostas, J. (2009). Treat pregnant HIV positive women earlier to prevent transmission, says WHO.BMJ, 339(dec02 3), pp.b5184-b5184.

The Strategic Management Of Ryan Air Tourism Essay Essay Example

The Strategic Management Of Ryan Air Tourism Essay Paper A Jenoir direction adviser is supplying adviser service for strategic direction of the companies. Senior direction squad of Ryan air inside informations on the contracts signed with Jenoir direction consulting company for acquire the confer withing service in strategic direction of the Ryan air s hereafter. As a consequence of this we carried out a strategic analysis in footings of the environment, industry and besides sing the internal public presentation of Ryan air. The purpose of this study is to supply confer withing services to Ryan air for its strategic direction in the hereafter. This study will concentrate on: The strategic analysis of the Macro Environment taking into history the PESTEL factors which will pull out the chances and menaces, We will write a custom essay sample on The Strategic Management Of Ryan Air Tourism Essay specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Strategic Management Of Ryan Air Tourism Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Strategic Management Of Ryan Air Tourism Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Industry analysis utilizing the Porters Five Forces Model and a Strategic Group Model and Internal analysis pulling out the resources and capablenesss and the VRIO utilizing the Value-Chain Model for Ryan air. Thereafter, recommendations will be given as to how Ryan air can better which will be continued in the 2nd portion of this study. Hence, this study will demo how Ryan air can execute better in the long tally by placing the cardinal strategic issues. Table of Contentss EXECUTIVE SUMMARY 1 Table of Contentss 1 1.0 INTRODUCTION 3 2.0 CRITICAL ISSUES 4 2.1 Company Background 4 2.2 Core Problem 5 3.0 ANALYSIS ( MODELS / THEORY USED ) 5 3.1 EXTERNAL ANALYSIS 5 3.1.1 PESTEL ANALSIS 5 3.1.2 Porter s Diamond Model of Ryan air 6 3.2 INDUSTRY ANALYSIS 6 3.2.1PORTER S FIVE FORCES ANALYSIS OF RYAN AIR 6 3.2.2 Strategic Groups 7 3.3 INTERNAL ANALYSIS 8 3.3.1 VRIO/ VRINE of Ryan air 8 Barney s Model for Ryan Air 9 3.3.3 Ryan air Value Chain Analysis 9 4.0 EXTERNAL ENVIROMENTAL ANALYSIS 10 5.0 INTERNAL ENVIORNMENTAL ANALYSIS 11 5.1 Resources and capablenesss 11 7.0 CONCLUSION 13 8.0 RECOMMEDATION 14 9.0 Mentions 15 10.0 APPENDIX 16 10.1 Appendix 1 16 10.2 Appendix 2 17 10.3 Appendix 3 18 10.4 Appendix 4 19 10.5 Appendix 5 20 10.6 Appendix 6 21 10.7 Appendix 7 22 10.8 Appendix 8 22 1.0 Introduction The present concern universe is extremely complex, competitory and fast changing. Ryan air started in twelvemonth 1985 with merely 57 staff members and with one 15 seated propjet plane from the South of E of Ireland to London Gatwick which carried 5000 riders on one path. Ryan air was the first budget air hose in Europe and besides more successful low cost air hose in Europe. Ryan air s competitory advantage is its ability to turn and surpass others as it is Europe s first low-fares, no-frills bearer and in malice of economic instability there has been a growing in net incomes. ( Ryan air 2006 ) Harmonizing to Viljoen and Dann ( 2003 ) strategic direction is defined as the procedure of identifying, taking and implementing activities that will better the long tally public presentation of an administration by puting waies and by making on traveling compatibility. Presently in 2006 European air line industry confronting a background and the burgeoning budget sector. In order to analyze Ryan air s strategic will be focus on External, Internal environment and Industry. External environment will be analyzing the factors in the macro environment which influence hereafter industry growing and development, factors impacting current and future profitableness, place of rivals and strategic groups within the industry, to derive the drive forces of the industry, kineticss and eventually to understand international fight. Further more this analysis focal point on how Ryan air wants to make value for clients, its client value and competitory advantage, its activity value concatenation, client value the value proposition and finding the concern theoretical account to present the value place, short term and long term focal point and sustainability and methodological analysis of analyzing concern scheme. In concluding this analysis will concentrate on Ryan air s current strategic direction positions and how it can profit by utilizing strategic direction theories and the agencies by which the organizational efficiencies of Ryan air would be improved and urge to direction squad of Ryan air for bettering scheme execution. 2.0 CRITICAL ISSUES 2.1 Company Background Ryan air started in twelvemonth 1985 with merely 57 staff members and with one 15 seated propjet plane from the South of E of Ireland to London Gatwick which carried 5000 riders on one path. Ryan air was the first budget air hose in Europe and besides more successful low cost air hose in Europe. Ryan air s competitory advantage is its ability to turn and surpass others as it is Europe s first low-fares, no-frills bearer and in malice of economic instability there has been a growing in net incomes. In placing the current concern scheme we would be analyzing the vision, mission and aims of Ryan air. The mission of the Ryan air is to go Europe mostly paid low menu by turn overing out proven low cost no frills in all markets in which we operate to the benefits of riders, people and portion holders. ( Ryan air Report, 2007 ) Ryan air s societal duty is supplying good service to the riders. The vision is to firmly set up itself as Europe s cargo low menus scheduled rider air hose through continued betterment and expanded offerings of its low menu service ( Ryan air Report 2007 ) . Ryan air s aims are 40 per centum addition the market portion within the low menu air hose sector, in 2012 dual the one-year rider transit to eighty million and to quadruple Ryan air s one-year net income up to 1,230 billion. 2.2 Core Problem Ryan air being one of the taking budget air lines in Europe, which is presently confronting crisis. Though they were executing good during the last few old ages, presently European air line industry confronting a background and the burgeoning budget sector. Therefore it is necessary for Ryan air to see the causes of the crisis and necessary action good on clip. Due to this ground Jenoir direction advisers will be analyzing the external, internal and industry, whether Ryan air could over come this barrier. 3.0 ANALYSIS ( MODELS / THEORY USED ) 3.1 EXTERNAL ANALYSIS 3.1.1 PESTEL ANALSIS Pestle analysis is of import for identify Ryan air s schemes through macro external factors. These factors are in the air hose industry to understand Ryan air s future external menaces and chances. ( Refer Appendix 1 ) Political and Legal Security solution is the current move of authorities about air hose industry, which will increase the cost of service. Governments can take an action if there will be any difference in concern trades from Ryan air with Airport. The Ryan air must besides accommodate its schemes to accommodate the authorities statute laws and policies and must give more attending to the political of the state where they operate. Ryanair have been involved in assorted legal differences with authoritiess both in Ireland and the EU sing their concern trades with airdromes and air hose regulation organic structures. Economic Factors Global Economic recession in 2001-2003 had adversely affected many states and in had prostration the fiscal schemes of the company. Due to the recession the income degree of the people has come down due to that most people are proroguing or call offing their air travel. Socio cultural Factors After the September 11th incident in USA air travel as become a high hazard in concern in air line industry. More security steps are taken and the riders are confronting troubles. This has become a immense menace to air line industry. Technological- Ryan air s web site is the largest travel web site in Europe and this could assist them to increase e-commerce and advertisement gross. Their in flight cyberspace gaming, satellite telecasting and web-based check-in is an added advantage for Ryan air. Environmental Factor: The impression that the universe is becoming smaller and a move towards eco friendly environment by commanding noise degrees and green-house C emanations. 3.1.2 Porter s Diamond Model of Ryan air Porter s diamond theoretical account for Ryan air is stated in appendix 2 severally. 3.2 INDUSTRY ANALYSIS 3.2.1PORTER S FIVE FORCES ANALYSIS OF RYAN AIR Dickering Power of Supplier Ryan air s chief aircraft provider is Boeing and other one is Airbus. Switch overing cost will be high when change the aircraft. Fuel monetary values will impact Ryan air s cost straight, so they are extremely dependent the fuel monetary values and besides it is really large menace of their strongest side. Generally regional airdromes have small bargaining power if they are to a great extent dependent on one air hose but twenty-four hours by twenty-four hours their bargaining power increasing because of the competition between low cost air hoses. Besides of those regional airdromes, bigger airdromes have really immense bargaining power. ( Refer Appendix 3 ) Dickering Power of Customers Ryan air is the low cost air hose for all Europe finishs and clients are particularly in recession times extremely monetary value medium. It is really easy to alter their air hose and it is In this client s cognition about the cost of service is high and there is no client trueness for Ryan air. Even though there is no client trueness, dickering power of clients is low. Ryan air is the cheapest air hose for all Europe finishs and clients are particularly in recession times extremely monetary value medium. Menace of New Entrants There are tonss of barriers to entry and it is really risk to be new in air hose industry. The capital that will put in this sector is really high. It is besides difficult to take a topographic point current competition and besides difficult to happen suited airdromes for the flights. Menace of Substitutes There is non any trade name trueness of clients and Ryan air preferred client relationship is non close relationship. If their clients find better manner to travel they will non experience any vacillation to take it. So the menace of direct and indirect replacements is really high and the most of import point is there are no shift costs for the clients. Competitive Competition The market is extremely competitory. Most of Ryan air s cost advantages can be imitative instantly. In Europe it seems like there is an understanding between Ryan air and Easy jet about non to vie caput to caput. However if any company does make up ones mind to vie on the same footing as Ryan air it will be extremely critical for Ryan air. 3.2.2 Strategic Groups Strategic Groups have been defined by Finlay ( 2000 ) as groups of concern that are likely to react likewise to environment alterations and be likewise advantaged or disadvantaged by such alterations. Porter ( cited in John et al, 1997 ) , suggests that an industry can hold merely one strategic group if all houses followed basically the same scheme. At the other utmost each house could be a different strategic group. Strategic Group Map analysis below of the European Airline industry will bespeak that Ryan air has to vie with Aer Lingus and EasyJet really closely while British Air passages and other national bearers are in the part. Other smaller budget air hoses based across Europe such as FlyBE, German Wings and Hapag Lloyd Express besides pose competition in paths which they normally compete ( Small Masters, n.d. ) . This diagram besides shows how the Mega bearers compete within their strategic groups as opposed to the Mid-Sized bearers. Private Mega Carriers: American Airlines British Air passages Mid-Sized Carriers: FlyBE German Wingss Aer Lingus EasyJet Government-Owned Carriers: British Air passages Bulgaria Air Government No: of Finishs High Low Ownership 3.3 INTERNAL ANALYSIS 3.3.1 VRIO/ VRINE of Ryan air VRINE MODEL The top direction should be able to place the resources available in the administration soon in order to measure whether the resources available are sufficient plenty to implement the schemes. So the result of the Reconstruction depends on the resources available at that clip. VRIO of Ryan air Value, Rarity, Imitability, Organization Ryan air values its high service public presentation. The air hose is known for its rigorous observation on promptness, high rate of flight completion, and low luggage loss. It purchased modernized fleet which leads to less expensive care with unvarying trade names used while high aircraft use strengthens its concern and fiscal sheet. The rareness of Ryan air is based chiefly on its strategic placement and direction operations. Its execution on low menus service and high degree of client service bringing made Ryan air strong and competitory compared to other houses in the same field. Other houses in the same industry barely find their ways in copying the same operations and strategic planning. Ryan air produced effectual planning and direction operations in which it leads others to copy. Not all of the touchable and intangible resources like package, fleet designs, substructure, organisational civilization, and knowledge direction can be imitated. Causal ambiguity, clip compaction di seconomies and way dependences are factors which affect the trouble of other houses to copy effectual programs of successful houses like Ryan air. Barney s Model for Ryan Air The top direction should be able to place the resources available in the administration soon in order to measure whether the resources available are sufficient plenty to implement the schemes. So the result of the Reconstruction depends on the resources available at that clip. Harmonizing to the Barney s theoretical account can analysis Easy Jet as Ryan air s rival. Easy jet has adequate resort. For an illustration they have big figure of air trade and their skytrax star rate degree is high, so easy jet is valuable. Easy jet is non rare because same scheme what easy jet presently utilizing is other rivals besides utilizing. Easy jet can easy to copy to another company because low menu and besides they have adequate replacements ( for an illustration Train, ship ) . Easy jet is competitory para. ( Refer Appendix 4 ) 3.3.3 Ryan air Value Chain Analysis Ryan air strongly manages and signifiers relationships with different providers for an illustration. Boeing and nutrient, drinks etc, to do certain goods are received of demand criterions and on clip in order to add value through out its value concatenation. In order to add significant value for its service by supplying low cost and straight proctors relationships with airdromes around Europe, so they provide subsidies to the airliner in order for them to supply low cost and seen as adding grater value for clients. In order to cut down the cost and supply low cost to clients Ryan air contracts staff for aircraft handling, fining and luggage handling to 3rd parties at competitory rates every bit good as engine fixs and heavy cares of its aircrafts. Therefore reduces direct exposure to employee relationships and differences cut downing costs all through value concatenation. In order to add greater value for client, the aircraft staff e.g. pilot, cabin crew, they holds near relationships, giving the right preparation doing them to experience confident to reply on flight inquiries. The airliner has a committee placed for its aircraft crew linked with the gross revenues of responsibility paid goods. Therefore close direction with aircraft crew ensures good labours turnover cut downing the menace of staff being absent for flights, therefore seen as adding value for clients. ( Refer Appendix 5 ) 4.0 EXTERNAL ENVIROMENTAL ANALYSIS The external organisational environment includes all elements bing outside the boundary of the organisation that have the possible to impact the organisation ( Daft, 1995 ) . The environment includes rivals, resources, engineering and economic conditions that influence the organisation. The external environment can be farther conceptualized as holding two beds by and large and task environments. The general environment is the outer bed that is widely dispersed and affects organisation indirectly. It includes societal, demographic and economic factors that influence Ryan air. The most of import portion refering in the undertaking environment which is closer to the organisations ; its includes the sectors that conduct twenty-four hours to twenty-four hours dealing with the organisation and straight act upon their basic operations and public presentation: providers, competition, clients and the labour market. ( Refer Appendix 3, 6 ) 5.0 INTERNAL ENVIORNMENTAL ANALYSIS All organisations have strength and failing in its countries of concern. No organisation is every bit strong or weak in all countries ( David, 2005 ) . The procedure of internal environment analogues that of the external analysis. Resources come in many signifiers form common factor inputs to extremely differentiated resources that are developed over a adult male old ages and are really hard to retroflex ( Collins and Montgomery 1998 ) . Internal environment analysis involves a survey of civilization, construction and resources including engineering adapted by the inception. 5.1 Resources and capablenesss Ryan air s chief touchable resource is air trade. Their intangible resource includes things such as company s repute ( first budget air hose and low menu air hose ) , trade name name ( Ryan air ) , proficient cognition ( 100 per centum online ticket engagement ) , patent and hallmark. A competitory advantage is the set of factors and capablenesss that allow houses to systematically surpass their challengers. ( Refer Appendix 7 ) Tangible Resources Air trade Technical Promotion Equipements Competences Monetary value, Quality service, Reliability Competitive advantage of Ryan air Capabilities Low cost, High net income Intangible Resources Ryan air s Repute Brand name Low menu Technical cognition Figure 1: Resources based position if competitory advantage of Ryan air 6.0 SWOT ANALYSIS This analysis is an effectual manner of placing internal strengths and failings of Ryan air and of fact-finding chances and menaces of the external environment. ( Refer Appendix 8 ) Strengths Ryan air is the largest and most successful of Europe s low cost air hose. This fact is strongest merchandising point for Ryan air. Consequence of this low cost scheme, which increases clients and air hose, is spread outing quickly. Ryan air s web site was the largest travel web site in Europe. And the fifth most recognized trade name on Google. Harmonizing to the Ryan air one-year study 2006, Ryan air s accessory grosss ( include not flight agenda services ) had climbed by 36 per centum. Failings Ryan air is the least favourite air hose in the universe. Passengers who travel in Ryan air lose their baggages really frequently. Ryan air staffs are considered to be really unfriendly and there is common issue that the procedure ever delays. Ryan air was merely mid scope or below norm in its P/E multiple relation to equals like easy jet, whose portions had risen by 46 % during the twelvemonth. Ryan air has been criticized for many facets of its client service. Opportunities They have possible market portion. Because low cost air hose market portion non reached the peak degree. Ryan air has better chances to rule and catch up with the competition in the European air hose industry in footings of supplying more choice service. The uninterrupted enterprises of the company in variegation of its gross resources besides open new chances to do the concern become stronger to outgrow all its rival companies. Menaces Ryan air faced assorted challenges as it entered the 2nd half of financial 2007. The air hose itself predicted that its excess capacity edifice would make uncertainness about the success of new paths, locations and other troubles. These were excess selling and discounted menu costs incurred in establishing new paths, every bit good as overcapacity taking to monetary value film editing by challengers. 7.0 Decision By taking into consideration the above analysis, Jenoir direction adviser believe Ryan air has gained competitory advantage since there is a greater chance and strengths sing to the air line industry. Based on the External, Internal and Industry analysis, there are some major issues which were identified by Jenoir direction Consultant analysis squad in relation to Ryan air have failings and menaces. There are many countries which Ryan air should workout. Systematic, healthy and an organic organisation contribute much to the success of Ryan air. An organisation with clear aims and capable to pull everyone to work with these aims will take to its success. For air hoses, the hereafter will keep many challenges. Successful air hoses will be those that continue to undertake their costs and better their merchandises, thereby procuring a strong presence in the cardinal universe air power market. Therefore taking into consideration these damaging impacts to the entity Jenoir direction Consultant analysis squad formulated certain recommendations for Ryan air to execute the undertaking of a guideline in get the better ofing these failings and menaces, by consistently using these recommendations. Ryan air will be able to change over its current failings into chances and strengths in the hereafter. However risk direction in the strategic direction must be given an of import consideration in strategic direction program execution procedure. 8.0 RECOMMEDATION Based on External, Internal and Industry analysis, Jenoir direction advisers is recommended that Ryan air see the move their concern with low cost scheme in to international market, so Ryan air should has a elaborate program for this and be able to supply good client service to the clients like by holding discounted flights, publicity to maintain the competitory advantage at a stable manner within its rivals and besides will necessitate to concentrate more on the nucleus competition that will assist Ryan air to practically plan suited air hose operation within their market. There are some other recommendations for Ryan air, Ryan air, being the market leader in the budget air hose industry is executing really good as of now. But it does necessitate to take into history all the factors discussed supra. Ryan air besides has to do certain that even though Michael OLeary s tactics work today, they may backlash tomorrow. Ryan air should decelerate down on the aggressiveness of its strategic planning and execution so that it can avoid acquiring into problem with the authoritiess and stop up paying 1000000s. In order to retain its employees, actuate them and besides another agency of cutting costs, Ryan air can follow a similar scheme that of Jet Star s JEN ( Jet star Employee Network ) . This intranet package is both the edification and the functionality necessary to garner, portion and communicate cardinal corporate, HR and clip critical staffing information. Head of Corporate Relations, Simon West off says JEN delivers ongoing nest eggs of about $ 130,000 yearly ( Story, 2009, p.18 ) . 9.0 Mentions Collins, D.J. , Montgomery, C.A. ( 1998 ) , Competing on resources: scheme in the 1990s ( Volume 73 ) , Harvard Business Review Daft, Richard L. ( 1995 ) . Organizational Theory: Cases A ; Applications. ( 4th edition. ) : West Printing Company David, R.D. ( 2005 ) . Strategic direction: constructs and instances. ( tenth edition ) : Prentice Hall of India Find Article ( 2005 ) . EasyJet to come in Irish Market for first clip. Retrieved April 21, 2010, from hypertext transfer protocol: //findarticles.com/p/articles/mi_m0CWU/is_2004_Nov_23/ai_n7074328/ ? tag=content ; col 1 Find Article ( 2009 ) . Company Watch Ryanair. Retrieved April 22, 2010, from hypertext transfer protocol: //findarticles.com/p/articles/mi_6781/is_2009_August_24/ai_n42028112/ ? tag=rel.res1 Hodgson, N. ( 2009, November 20 ) . Ryanair set to catch EasyJet in JLA ranks. Daily Post Liverpool. RetrievedApril 19, 2010, from hypertext transfer protocol: //findarticles.com/p/articles/mi_8008/is_20091120/ai_n42256727/ Hubbard, G. Rice, J. A ; Beamish, P. ( 2005 ) . Strategic direction believing analysis action. ( 3rd edition ) . Pearson instruction Australia Lagadec, K. ( 2008 ) . Airbus and Boeing face a dark and painful hereafter. Post Carbon Institute. Retrieved April 20, 2010, fromhttp: //www.postcarbon.org/article/40546-airbus-and-boeing-face-a-dark/13913-energy The Airline Industry. ( n.d. ) . retrieved April 21, 2010, from hypertext transfer protocol: //adg.stanford.edu/aa241/intro/airlineindustry.html Viljoen, J. , A ; Dann, S. ( 3rd Ed. ) . ( 2003 ) . Strategic Management: Planning and implementing successful corporate schemes. NSW, Australia: Pearson Education Australia. 10.0 APPENDIX 10.1 Appendix 1 PESTLE ANALYSIS OF RYANAIR Political Environment National air hoses supported by certain states Europe brotherhood enlargement with new paths and new rivals. New European Union regulations and ordinances. Due to the authorities stableness touristry will be addition, which is good for Ryan air. New different revenue enhancement policy for different states. Economic Environment Menace of Ryan air is increasing fuel monetary value. Taxs and Interest rates Decrease of US dollars Increasing concern category traveling The menace of the replacements Rise of airdrome handling charges SOCIAL FACTORS Increasing Grey market, which is the trade of a trade good through distribution channels, which while legal, are unofficial, unauthorised, or unintended by the original maker. Populations growing does an ageing population impact them i.e. babe boomers, tonss of people in that life phase have more disposable income to pass Safety solutions Tendency Technological FACTORS Internet gross revenues and Increased cyberspace competitions High velocity trains Online cheque in Low fuel usage Legal FACTORS Privatizing of air hose industry Illegal subsidies from airdromes Competition Torahs in air power industry Allegations of false advertizement Rules and ordinances about Carbon emanation degree Environmental FACTORS Noise degree controls, Global warming,2.6 % of Carbon emanation in the EU, so this gas will consequence Green house 10.2 Appendix 2 Porter s Diamond Model of Ryan air Factor Condition Demand Condition Firm scheme construction and Rivalry Related A ; back uping Industries Change Government Firm Strategy, Structure and Rivalry Environmentally concerned. Entrants of other Low Cost Carriers Factor conditions Technological promotion. Demand conditions Demand is increasing for Low menus air travel. Related and back uping industries Car hire, Hotels, Travel insurance, Baggage tracing, Free metropolis ushers, Ticketing, Aircraft handling, Airport manager and other services 10.3 Appendix 3 Porter s Five Forces theoretical account Dickering power of Supplier Dickering power of Buyers Menace of New Entrants Menace of Substitutes Competitive Competition 10.4 Appendix 4 ( Beginning: VRIO theoretical account / Barney s theoretical account hypertext transfer protocol: //www.web-books.com/eLibrary/ON/B0/B58/033MB58.html ) Competitive Deductions from Recourses ( Easy jet as Ryan air s rival ) Valuable Rare Difficult to Imitate Without replacements Competitive Deduction Yes No No No Competitive para 10.5 Appendix 5 Value Chain Analysis of Ryan Air Firm Infrastructure ( Head Quarters ) Technology Development ( Internet, Integrate system, Low tech selling, Internet gross revenues ) Human Resource Management ( In house, Low cost preparation, Management control, Limited crew, public presentation contracts ) Procurement ( Boeing price reduction, Alliances, Low cost, out beginnings A ; private ) Inbound Logistic ( Quality preparation, Low cost provider, Airport understanding ) Operation ( No frill, low cost ) Outbound Logistic ( Reliable service, speedy turn around ) Selling and Gross saless ( Free promotion, Low cost, publicities, Internet gross revenues ) Servicess ( High productiveness, Limited resourses ) 10.6 Appendix 6 Location of the organisation general undertaking and internal environments Technological CUSTOMERRS Undertaking Env Internal Environment Socio cultural LABOUR Market Employees Culture International Rival Management Suppliers Legal/ Political Economic It can be noted that SUPPLIERS forms an built-in portion of undertaking environment and the function of importance of providers of constituents. 10.7 Appendix 7 Resources There are two sorts of resources, touchable and intangible which can farther be categorized into fiscal, human, physical and rational capital. Physical Resources which Ryan air possesses is 196 Boeing aircrafts. Huge sum of money was being spent for the aircraft care and they need to maintain the resources proper and running to do certain that these will non harm their low cost construction. They besides have the youngest fleet in the whole of Europe with a extremely fuel efficient capacity. Fiscal Resources Ryan air is the highest net income devising low cost structured air hose. Harmonizing to OHiggins ( 2007 ) , Ryan air s net incomes have been increasing 8.5 % on norm per twelvemonth. It besides goes onto say that in its Annual General Meeting in 2006 ; the air hose had delivered 12 % addition in net net incomes despite a 74 % addition in fuel cost. Human Resources Initially Ryan air started with merely 25 employees and had 3500 people by the twelvemonth 2006 and all of them are entrenched with a cost film editing attack. Ryan air employees a really much dedicated as Ryan air pays its employees good. In its 2006 one-year study it claimed to hold the highest wage figures than any other major European air hose. Besides by orienting rolls, the bearer maximized productiveness and clip off for crew members. The biggest HR advantage Ryanair has is Michael OLeary. Intellectual Capital The highest per centum of pie of ELFA is still being showed by Ryanair and because of its tremendous experience of its senior direction squad in the same industry. Michael OLeary joined as a Director in 1988 and was appointed CEO in January 1994. Captain Ray Conway was appointed Chief Pilot in June 2002 holding joined Ryanair in 1987. He has worked in Irish Air Corps for 14 old ages taking attention of Training and Transport Squadron.

Taoism Essays (616 words) - Taoism, Chinese Philosophy, Tao, Laozi

Taoism The original form of Taoism is sometimes called philosophical Taoism or classical Taoism. Taoism never even had a name until Buddhism came to China. It was nameless. Lao Tzu even states that ?Tao? is only used because it is the closest word in meaning. Nothing can be said about the Tao without taking away from the meaning. When Taoism finally was acknowledged, it changed from its strict philosophical path to a religious one, with its own priests and holy men. For many centuries Taoism was just a way of life followed by peasant, farmer and gentleman philosopher and artist. They reflected and mediated. They learned from the highest teacher, nature. They meditated using the energy moving through their bodies and mapped out the roads and paths it traveled upon. Each man and woman was his or her own priest. The connection with the divine or Tao was the sacred trust of each individual. Taoism was said to have been created by the father of Taoism, Lao Tzu, which means ?Old Sage.? Lao Tzu was born in 1321 B.C. He was the keeper of the archives at the imperial courts. The legend has it that he went to the west border at age 80, sad because men were unwilling to follow the path of natural goodness. At the western border, a guard named Yin Xi asked Lao Tzu to record his teachings to him. Lao Tzu then wrote the Tao Te Ching. In Lao Tzu's view things were said to create wei or unnatural action by shaping desires or yu. The process of learning the names called ming used in the doctrines helped people to decide which what good and evil, beautiful and ugly, high and low, and "being" (yu) and "non- being" (wu). He believed that those who seek for and follow the Tao are strong of body, clear of mind, and sharp of sight and hearing. Followers of the Tao do not load their mind with anxieties of the world, and are flexible to change. This meant that wanting and desire was unneed ed because it was part of the Way. To abandon knowledge was to abandon names, distinctions, tastes and desires. Thus spontaneous behavior (wu-wei) resulted. Wu-Wei, which is a major theme in Taoism, is to do things in such a way that it does not seem like there is any effort involved. To do this meant to exist without conscious thought just like nature exists. It is letting go of the worldly thought and action so that the Tao might enter. Later in 399 B.C followed Chuang Tzu, who was labeled as the next great voice after Lao Tzu. Chuang Tzu developed even further what Lao Tzu had written about. He adapted what Lao Tzu taught about mystical learning and perspectives. Chuang Tzu's writing was more developed and clearly stated then Lao Tzu. He also emphasized the place humans have in nature. He believed that people should be at peace while moving with the world. He thought that different emotions lead to certain actions like compassion leads to courage or humility leads to leadership. Taoist ideas and images inspired the Chinese to love nature and to occasional retreat to it from the cares of the world to rest and heal. It also inspired an intense affirmation of physical life from health, well-being, and vitality, to even immortality. Taoism took a turn toward the occult. Some Taoists searched for "isles of the immortals," or for herbs or chemical compounds that could ensure immortality and magic but Taoists were more interested in health and vitality the search for immortality. Bibliography: Feibleman, James K. Drugs: Interactions. New York, New American Library, 1976

Internship Report- Zoom Ultra Campaign Essay Example

Internship Report Internship Report- Zoom Ultra Campaign Essay Internship Report- Zoom Ultra Campaign Essay chapter one Introductory part 1. 0Origin of the report This internship report was assigned as a partial requirement for the completion of the BBA Program of City University. I joined Pacific Bangladesh Telecom Ltd as an Executive- Marketing Communication and Branding. It has been a very interesting experience till date, one that has provided an in-depth perspective into the actual workings of an organization. I have been able to provide a novice’s view of their operations and also learn from those who work in Citycell about the every day problems faced and the greater business issues in general. . 1Objective of the Study 1. 1. 1Broad objectives The report concentrates on the â€Å"Campaigning of the ZOOM package offered by Citycell†. I divided the statement into several points so that the task can be completed separately but jointly and with specific analysis and result for the perfection of the project paper. 1. 1. 2Specific Objectives The specific objectives were as f ollows: 1. To demonstrate the different types of campaigns that Citycell undertook to launch the ZOOM package. 2. To find out the cost efficiency of different media advertisements such as electronic, print and air media as well as outdoor campaigning such as Billboards, festoons, banners, danglers, stickers, posters etc. 3. To ascertain customer growth and market situation of Citycell ZOOM. 1. 2SIGNIFICANCE OF THE STUDY ? By doing the study I was able to find out the level of exposure of CityCell ZOOM among the customers. ? Lastly I recommended what Citycell ZOOM should do to make it more preferable to the Customers. 1. 3METHODOLOGY Data Collection Method: Previous published statistics of Citycell, company brochures, website, survey by unstructured questionnaires, Outdoor monitoring of Citycell ZOOM Campaigning. ? Data Analysis Techniques: Graphical presentation, Percentage, Cross tabs. ? Data Presentation Techniques: Tabulation format. ? Format of the Report: Formal. 1. 4LIMITATIONS OF THE STUDY ? Availability of proper data and resources. ? Due to confidentiality the data available may not be accurate. ? Last but not the least, this kind of research needs a lot of time than I am given to conduct. So, time was one of the concerns for not having the exact picture of the scenario. chapter Two organization part 2. 0PORTRAIT OF THE ORGANIZATION 1. THE COMPANY Pacific Bangladesh Telecom Limited (PBTL) is the first mobile phone service provider in the Indian Subcontinent, with its inception in 1993. The address of the Head office: â€Å"Pacific Centre†, 14, Mohakhali C/A Dhaka 1212. PBTL was founded by Pacific Group Limited and Hutchison Whampoa Limited. â€Å"Citycell† is the brand name under which PBTL provides wireless telecom or mobile phone service and products to its customers. PBTL is one of the companies of the Pacific Group. The Pacific Group is involved in various businesses including: Pacific Group of Companies (since 1967) Fisheries Banking Automobiles Tea Pharmaceuticals etc PBTL is also the only operator in Bangladesh supporting two mobile technologies – AMPS and CDMA, while providing, in addition, Cellular and fixed wireless services. 2. 1. 1 Pacific Group Limited The Pacific Group is a group of companies under common ownership. The group has interests in automobile service (Pacific Motors Ltd. ), consumer electronics (Pacific Industries Ltd. ), fisheries (Bengal Fisheries Ltd. ), tea (Noyapara Tea Company Ltd. and telecommunications (Pacific Bangladesh Telecom Ltd. ). This group of industries was founded by the renowned industrialist and current honorable foreign minister – Mr. M. Morshed Khan. 2. 1. 2 Hutchison Whampoa Limited Hutchison Whampoa Limited (HWL) is a Hong Kong based diversified, multinational company with origins dating back to the 1800s. As part of the Li Ka-Shin g group of companies, HWLs ultimate shareholder is Cheung Kong (Holdings) Limited, which has a 49. 9 % interest in the Company. In terms of market capitalization, HWL is one of the largest companies listed on the Hong Kong stock exchange. With over 150,000 employees worldwide, the Group operates five core businesses in 41 countries. 2. 2THE COMPANY HISTORY In October 1990, Hutchison Bangladesh Telecom Limited (HBTL) was formed as a joint venture between Bangladesh Telecom Limited (BTL) and Hutchison Whampoa Limited of Hong Kong. In March of that year BTL had been issued a license by Bangladesh Telegraph and Telephone Board (BTTB) for operating cellular, paging and other wireless communication networks. The joint venture agreement with Hutchison gave HBTL the right to use BTL’s cellular license while Hutchison would provide financial support to BTL. However, soon there was legal dispute between BTTB and BTL regarding the BTTB’s refusal to provide Public Switch Telecommunication Network (PSTN) channels, which ensured connectivity to the BTTB network. The Supreme Court then ruled in April 1993 that BTTB would have to provide PSTN connections to HBTL, and that BTL would have to transfer the cellular portion to the license of HBTL. Bangladesh Telegraph and Telephone Board gave HBTL the PSTN connections in August 1993 and HBTL began commercial operation of the first cellular telephone service in Bangladesh in the same month. The owners of HBTL, however, decided to sell their stakes in the company due to the legal war. HBTL’s shares were divided into two parts: Type A, which was held by BTL and Type B, held by Hutchison. Each type of share represented 50% title of HBTL. Pacific Motors Limited bought the type A shares while Hong Kong based financial investors Far East Telecom Limited bought the Type B shares. On 12th February 1996, HBTL was renamed Pacific Bangladesh Telecom Limited (PBTL). PBTL uses the brand name CityCell to market its cellular products. In order to boost the financial and also the managerial strength of PBTL, the shareholders of the company have completed the transaction under the agreements in which Fujitsu Limited, Japan and Asian Infrastructure Development Company (AIDEC), established in Cayman Islands, would acquire 10% and 20% equity shares in PBTL, respectively on June 2000. With this acquisition of 10% shares by Fujitsu Limited, a Global Fortune 500 company, they have further strengthened their presence in Bangladesh and have also demonstrated confidence as well as their commitment to the Bangladeshi market. Fujitsu has long been supplying Microwave links and telecommunications equipment to Bangladesh Telegraph and Telephone Board and is clearly a leading market player in providing telecommunication solutions in Bangladesh. Being 10% equity shareholder of the company Fujitsu is in a position to nominate 1 (one) Director to the Board of PBTL. 2. 3MISSION, VISION, OBJECTIVES, GOALS AND STRATEGIES 2. 3. 1 Mission PBTL’s mission statement is â€Å"To be the most successful cellular, paging and other wireless service provider in Bangladesh by virtue of having greater operating expertise. This mission statement puts into perspective a few points regarding Citycell. Their inherent emphasis is on quality, not cheapness of service. The first priority is to provide a high-end service that can be used for both commercial and personal use. 2. 3. 2 Vision The vision of the company is â€Å"To continue to be the leader in the telecom industry in the region and provide a complete communication solution to our customers with a smile. † It may be noted that there is an emphasis on strong customer relations. This is important to Citycell especially as, until recently, they positioned their packages as high-end packages. This means that they need to promote their packages especially to corporate and business users. Such customers will require strong support for brand loyalty to develop. 2. 3. 3 Objectives The business strategy of Citycell is focused around two objectives: Qualitative Objectives ? Increasing service offerings. ? Expanding the network. ? Creating innovative, unique, and cost-effective various products to customers. ? Increasing loyalty by focused customer retention program. ? Develop operational procedure for the fast deployment of service. Quantifiable objectives Increase subscriber base over 1 million on the network by December 31, 2006 with 99. 8% overall network availability. 2. 3. 4 Goals: The current strategic goal of the company is to occupy a unique position in Bangladesh in the telecom sector. One way to achieve this is to develop a strong subscriber base to be able to penetrate in the markets with other attractive products. The ways to ensure a strong subscriber base is to: Meet customer requirements Establish technological leadership trough choice of appropriate technology Establish service leadership through quality manpower Expand the footprint of cellular coverage Expand the customer base 2. 3. 5STRATEGIES OF CITYCELL Citycell is a service-oriented company as it provides wireless telecom service. Their primary business according to Citycell is to sell wireless telecommunication packages to the customers and provide customers with comprehensive wireless telecommunication solutions. Citycell, since its inception in 1993, has targeted a niche market of the rich businessmen who would need information on the move or use it as a luxury item. It had a â€Å"Blue-Blood† image at that time by following a premium pricing policy. It was the right decision at that time and Citycell made a good bit of revenue by doing so. But with the emergence of GrameenPhone and Aktel, Citycell has had to change its business policy. It could not survive in the long run with the â€Å"Blue- Blood† appeal. It brought down the prices of its mobile packages from what was Tk. 150,000 in 1993 to 15,000 at around the year 2000-01. And today, the lowest price of their package on offer costs around Tk 1699 only. Citycell has had to establish a mass-market strategy as it now targets every segment of the mobile telephony market. Some of these strategies are depicted below: 2. 3. 6 Functional Level Strategy PBTL’s focus is on efficiency, quality, innovation, and customer responsiveness. Citycell’s functional level strategy deeply concentrates on being customer responsive. It wants to grow its business by providing superior customer service to the customers. And for that, as already stated, Citycell has a 99 member customer service team working for them 24 hours a day, on the Helpline or the front desk 7 days a week. Not only that, but Citycell has just recently introduced a slogan saying, â€Å"Because We Care†. The strategy suits the company since care is what they strive to provide, especially in the face of competition such as GrameenPhone , AkTel and Banglalink. 2. 3. 7 Business Level Strategy The business level strategy of Citycell is that of differentiation. As Citycell targets everybody from small businessmen of a small town to the big corporate of the urban area, it has packages for everyone. There are the prepaid mobiles for the cost conscious people and those with monthly rents of Tk. 500. It has prepaid mobile-to mobile packages and 24 hours BTTB connectable prepaid packages. The packages offered will be classified in depth in the marketing mix part of this section. PBTL applies both cost leadership and differentiation strategies as their business level strategies. Citycell wants to increase market share by expanding the network by ensuring the lowest call rate within the industry. 2. 3. 8 Corporate Level Strategy PBTL follows related diversification as their corporate level strategies. The management of PBTL is already involved in diversified businesses of automobiles, banking, tea gardens etc. But PBTL itself has no plans of any sort of backward integration, which would be creating technologies like CDMA or forward integration to make mobile sets themselves. 2. 3. 9 Global strategy Citycell does not have any Global strategies as it is still in a growth stage within Bangladesh. But just to keep within reach, some of the mobiles do have ISD connectio10ns. 2. 4WORKFORCE Citycell has currently 540 permanent employees under direct payroll. There are 146 part timers working currently. The Customer Care Division is the biggest department in Citycell at the moment with 112 employees. . 5ORGANIZATIONAL STRUCTURE Citycell has just recently introduced the post of the CEO and established the Human Resource Department (HRD). The name of the new CEO is Mr. Chai Hoon Pin, a Chinese executive with vast international experience in the telecom business. The CEO has taken over the activities that the former MD, the son of the owner of Pacific Group of Industries, Mr. Faisal Morshed Khan, use d to perform. The Vice President (VP) of the Human Resource Department (HRD) joined in March of this year. The activities of the HRD have been defined. No Assistant Vice President (AVP) has yet been hired for this department. The marketing and sales department makes up the office of the Chief Marketing Officer (CMO), who is also the VP of the department. The office of the CMO decides down into four sub departments with an AVP in charge of each. A senior VP is in charge of the whole engineering department while three other VPs are assigned for Switch, Base Transceiver Station and Planning Development. There are AVPs for each section of the engineering department except Power, which is directly under the charge of Senior VP. It has to be mentioned that there are two other posts after the AVP: senior executives and executives who have managerial authority. There are also advisors assigned for various departments who are not direct employees but have directorial level status above the VPs and below the CEO. There are currently two advisors working in the Engineering and Marketing Sales department. Further levels of employees exist under the executives, officers and senior officers. To facilitate the overall process the ranks of drivers and peons also exist. The Charts below represents the organgram of the company: Figure 2. 0: Citycell Organogram [pic] Source: Citycell Information Desk. 2. 5. 1 Sales Marketing As the name implies, this division’s job is to conduct marketing promotion for Citycell. The job of its employees is to maintain a good distribution channel relationship, media, and corporate clients. This division also deals with value added services, brand and product design. In the Sales Division there are Channel Sales, Corporate Sales and Direct Sales. In the Marketing Division, there are Market Communications, Brand, VAS, Product Development and FWT Backbone Departments. The Senior Vice President is the Chief Marketing Officer of this Sales Marketing Division. 2. 5. 2 Customer Service Operation, Billing and IT: This department deals with customer after the sale occurs. Main activities of this department includes maintaining a database of the customers, preparing, distributing, and collecting the bills, activating new connections, deactivating connections, helpline service, interchanging of the CDMA sets, collecting the faulty and repairable sets, returning repaired sets, changing CDMA sets and so on. This department is divided into two divisions: 1. Billing IT and 2. Service Delivery Figure 2. 1: Service delivery [pic] [pic] Source: Citycell Information Desk. 2. 5. 3 Finance and Commercial This department is divided into two divisions, a) LC preparation and Purchase, and b) Fund Management. Here LC is opened for purchasing of sets and equipment, and all the funds collected are used and controlled for the maximum benefit of the company. This department is also responsible for the budgeting which takes place once a year for the next three years. Figure 2. 2: Finance and Commercial [pic] Source: Citycell Information Desk. 2. 5. Engineering This department is responsible for the setting up and maintenance of the heavy equipment and the major telecom channels required for providing services to customers. This department is divided into 7 divisions. They are Switch, Central Base station, Microwave; Radio Frequency, Base Transceiver Station, Power, Planning and Development. Figure 2. 3: Engineering [pic] Source: Citycell Information D esk. 2. 5. 5 Accounts This department is responsible for collecting direct cash or check or charging credit cards from the customers who are paying for the service and equipment. This department is also responsible for maintaining the balance of store where sets and equipments are gathered for future purpose and present operation. Figure 2. 4: Accounts [pic] Source: Citycell Information Desk. 2. 5. 6 Administration and Human Resource As the name implies, this department has three major divisions. The Administration division is responsible for Contract, Legal and Protocol Government affairs. The Purchase General Maintenances is responsible for Purchase Support and Estate Properties, Maintenance general security. The Human Resource department is responsible for procuring future employees according. This department is also responsible for maintaining the database of all employees, leaves, attendance, health care and related fields of employees. Figure 2. 5: Administration and HR [pic] Source: Citycell Information Desk. 2. 6MARKETING MIX OF CITYCELL CityCell now follows the mass-market strategy. It has long passed the days when it used to be the monopolistic cellular phone company selling its connections with sets at Taka150, 000. Now it wants to serve all segments of mobile users from low end users to corporate all over Bangladesh. The Marketing Mix or the 4Ps that Citycell follows are discussed below. . 6. 1 Product Citycell’s products are the packages it offers. They offer both postpaid and prepaid packages for consumers since they wish to serve everyone. 2. 6. 2 Post Paid Packages The postpaid packages of Citycell are: Jono Phone CityCell 500 Shabar Phone Aamar Phone Citycell Premium 2. 6. 3 Prepaid Packages The prepaid packages are made for the cost conscious buy ers who may be a student or even a businessperson. The user has total control on his mobile usage, because he knows how much money he is spending on making a call. The hassle of going to the bank to pay the bill is also easily avoided. But of course the rate is a bit higher than postpaid mobile call charges. It is currently the most effective tool for Citycell and other companies for growth in respect of gaining customers throughout the whole of Bangladesh. Citycell released its prepaid first in 2002, with the uniqueness of having TNT incoming facility. The pre-paid package of Citycell is called â€Å"Aalap†. The prepaid packages are: Hello 0123 Mega Phone Aalap Super Plus Aalap Classic Aalap Super Aalap A Aalap B Aalap Call Me (with call2cash feature) 2. 6. 4 Set Classification Citycell classifies its subscribers’ sets in two ways depending on where they buy it. The sets, which are brought by Citycell are called the â€Å"White Sets† and those which are not, are called â€Å"Grey Sets†. 2. 6. 5 Price Citycell’s policy when it comes to pricing is to keep the lowest call rate possible per minute for the zonal calls. This is visible in their call rate policy compared to that of others. When a customer brings his own set which is called â€Å"Grey Set†, he has to present a bank clearance to make sure that he/she has paid tax on the purchased set. The customer must also pay an additional charge of Tk. 575 (including 15% VAT) to get the set programmed. This is for an existing number in a â€Å"Grey Set†. A new connection for a â€Å"Grey Set† requires the tax papers and an additional charge Tk. 1675 either for a new prepaid or postpaid line. The customer has to pay a refundable fixed deposit for the postpaid packages. For any sort of connection the lowest price that CityCell has on offer at the moment for a set and connection is Tk. 1,699 and the highest is Tk. 8,999. The customer always has to pay 15% VAT for his/her bills (both pre-paid and postpaid) according to government regulations. The set price of CityCell includes the 15% VAT. 2. 6. 6 Place The main emphasis of Citycell when deciding on place is convenience and roximity to customers. Dealers are not treated as the subordinate branches of the company. Instead, they are taken as partners in the endeavor to provide better services to customers. The primary marketing channel used is that of distributors who are at various locations. It is only natural, from a business point of view, that the density of dealers be highest in Dhaka. In other regions of the country, there are dealers in each main town of the various provinces where Citycell network exists. Network coverage has been increasing and so are the numbers of dealers. Logistics and transportation is handled primarily by the dealers. A certain amount of logistic support is provided to dealers for better supporting their activities for Citycell. 2. 6. 7 Promotion The company that had once relied on its name to gain new market share now has to aggressively market their brand and packages among the Bangladeshi customers. The main advertising is done in newspapers. The advertisements have a general look targeted towards everybody. Citycell ads in the past used to emphasize on building a solid aristocratic image of the postpaid packages and a ‘light and happy’ image of the prepaid packages. But at the moment there is no differentiation in the ads because Citycell does not have any use of ‘aristocracy’ any more. It targets the general population. The ‘light and happy’ image is visible, however, on the advertisements in television and sometimes on newspapers. Overhead plastic billboard ads of Citycell are visible on every major and important roads of Dhaka. The slogan of these ads is the current theme of Citycell â€Å"More Than You Thought possible†. Personal selling is done not just for phones but also for new data transfer services to corporate customers. This is done by the services marketing department under CSO and also by Corporate Sales department under Marketing and Sales. The marketing department carries out public relations. It emphasizes on PBTL’s contribution to the development of the telecom industry in Bangladesh and the introduction of advanced CDMA technology. As part of their promotional activity the marketing department gives out banners, poster and calendars to its dealers. They dealers are also given a monthly allowance of around Tk. 2,500 for supporting Citycell activities. Notebooks and calendars are given out to corporate clients every year. For supporting sales activities Citycell had offered a free camera with every prepaid package brought. Then recently they offered â€Å"lucky† scratch cards for all its packages. Prepaid customers could get free airtime ranging from Tk. 400 to Tk. 4800. Postpaid customers could get free rental ranging from a month to a year. Now CityCell is offering 15% discount on purchase of a single Citycell package and 50% on two. Citycell has probably carried out the most aggressive sales campaign recently than any of the other companies. 2. 7SWOT ANALYSIS OF CITYCELL SWOT stands for Strength, Weakness, Opportunity, and Threat. This is a very important tool for a company to analyze its internal and external environment. 2. 7. 1 Strengths Capital: Citycell has a huge amount of capital. As mentioned before, the Pacific Group, which is a well-established local organization of $1000 million, owned 90% shares of PBTL, and it was never required to borrow from banks or investors. Competitive tariff structure: Price is a huge competitive advantage for Citycell. Citycell is the only organization selling CDMA mobile phones with both way T facilities at the lowest rate. For example, the lowest package rate of CityCell is Tk 4,999/= with T incoming and outgoing facilities (‘Alaap Call Me’, pre-paid). With T facilities the other competitors are nowhere near Citycell. This package has a fantastic and a very innovative feature, Call2Cash, in which any subscriber of this package can ‘earn’ or collect Tk 0. 25 per minute in his/her pre-paid account upon receiving a call from any Citycell mobile. No ‘Busy Network’: Because of an enormous number of channels, access to Citycell mobile phones is very easy. The rate of call drops is very low. It possesses high quality voice and data transmissions. Advanced technology: CDMA technology is the best technology for telecommunication. World class mobile operators and world class mobile phone manufacturers are advancing to this new technology. Citycell is one of the few mobile service providers which are using CDMA technology. The current CDMA 1X platform paves the way for easier migration to 3G technology. Low Cost: Citycell follows low cost strategies that enable a greater profit margin for shareholders. It tries to cut cost in every possible way to maximize the strengths for future battle. Centralization: PBTL is a centralized organization that helps in easier coordination of business activities. Dedicated professional management team: Dedicated core staff, willing to provide significant labor hours to accomplish targets. 2. 7. 2 Weaknesses Fewer staff: The number of staffs working for Citycell is not enough. Far fewer staff than actually required in terms of tasks to be completed. New technology: CDMA is the latest technology but it is not widely used. A still more popular option is GSM. It is more difficult for Citycell to provide international roaming because of few number of CDMA operators around the globe. Low network coverage: Though Citycell started to provide mobile telecommunication ten years back, it is still behind the other operators from the point of nationwide coverage. GrameenPhone was able to use the optical fiber network of Bangladesh Railway through strong lobbying with the past government for the next twenty five years. Therefore GrameenPhone’s expansion has been huge, whereas Citycell has covered roughly 58 districts all over the country with a poor infrastructure. Lack of education: The subscribers are not educated enough to handle sophisticated CDMA mobile handsets effectively. Proper knowledge is essential to handle these mobile sets. 2. 7. 3 Opportunities Advanced technology: Since CDMA technology is the latest in the wireless telecommunication industry and most effective one; it is likely to find even newer potential in the near future. Secured data transfer: Secured data transfer means Citycell has the potential to be the leading player once more. Leadership in telecommunication services: Bangladesh government has already started to provide license to private sectors to set up land phones. PBTL is the only mobile phone operator with nationwide mobile fixed license. With full nationwide coverage and a huge capital investment from Singtel, it is possible to become the market leader. Overseas expansion plan: The growing need for across border telecom services at lesser cost (e. g. with neighboring India, Burma, then onto Thailand, etc) can be an opportunity for Citycell. Acquisition of Singtel: The acquisition of 45% equity stake of Citycell brings more opportunity. The company now has greater capital and more budget to invest on its network facilities. In fact, of the $118 million investment of Singtel in Pacific Bangladesh Telecom Limited, $90 million would be spent on network expansion plans 3. . 7. 4 Threats: Technology factor: There is a high degree of acceptance of GSM technology over CDMA in local market. Legal problems: Tough legislation against easy expansion into regional and international markets bypassing the state owned BTTB. Newly imposed tax: In the fiscal budget proposed last year, the government imposed a Tk. 1,200 tax on eac h and every SIM/RUIM card which would hurt the regional expansion plans, increase customer base in the lower segment and the profit motive for every operator including Citycell. New competitors: If new, international competitors like ‘Airtel’ of India enter the local market with full coverage and low price, and then not only Citycell, but also other mobile operators would be in great trouble. Orascom (Banglalink) is already giving Citycell a run for its money and market share. Global companies: In India, global companies like ‘AT of the United States and in Eastern Asia ‘Vodaphone’ of the United Kingdom is working well. They might wish to enter Bangladesh with higher capital. If so, it will be a huge threat for Citycell. BTTB mobile phone: BTTB has already entered the mobile telecommunications industry (Tele-talk). It might carry unfair government advantages and cause severe problems to all other mobile phone operators. 2. 8CURRENT STATE OF CITYCELLà ¢â‚¬â„¢s OPPORTUNITIES Citycell packages are focused to follow the company’s differentiation strategy. There are a number of market segments into which Citycell’s potential and current 4 Product development is dynamic process. The above USPs may change over a relatively shorter period. Customer base can be divided. PBTL always strives to make each Citycell package released be unique and noticed above that of the competition. They also try to attain distinctness in their sales and marketing strategy to make them seem like a unique, ‘blue-blooded’ mobile phone company. In order to do this, they have made a number of strategic choices, which, while setting them as being different from other companies; acts also as a handicap in certain areas. The primary strategic choice that has affected PBTL is their choice of technology. Although CDMA technology is far in advance from other technologies, it has yet to gain a significant acceptability in Bangladesh. Therefore, there is a serious shortage of CDMA sets. Worse, many sets are simply lying around due to lack of spare-parts. Customers have to pay line rent for faulty or dead sets. Many customers are disconnecting their Citycell lines and buying cheaper packages from other companies. The detrimental effect this has had on operations is that PBTL is finding increasingly less room to maneuver and introduce new features in their service, which will help them combat competition. This also means that they have to fight for survival rather than for dominance. Inherently, PBTL’s strategies appear to be more reactive than proactive. A very important aspect of current operations is the severe effect that centralization of organization has on operations. The regional offices are responsible for handling phones only in that zone. There is a severe lack of coordination between the various regional offices, which has a detrimental effect on customer satisfaction. Worse, the entries for each zone are done all on one floor at the head office. Since the majority of customers are buying their sets directly from PBTL, they are also dependent on PBTL for repairs and spare part requirements. Thus the current staffs who work at repairs and servicing are severely overworked. This affects morale and employee satisfaction, reducing the efficiency of set-servicing process and thus resulting dissatisfied customers. PBTL is a company with immense potential, but it remains to be seen whether management can fully harness this potential. The potential is present in all the factors of operations: 1. The technology is very advanced and has immense potential 2. The labor factor is strong with some very capable staff 3. PBTL has sufficient capital to undertake infrastructure investments 4. There is still a significant portion of goodwill towards the company from its stakeholders. 9. NETWORK COVERAGE OF CITYCELL Figure 2. 6: Network coverage of CityCell [pic] Source: Citycell Information Desk. 2. 10FUTURE DIRECTION OF CITYCELL The Company appears to be moving towards a more customer oriented approach in its overall customer policy. Gone are the days when PBTL could dictate terms to its clients. These days PBTL has to spend an increasing amount of time covering its shortfalls and persuading customers to stay with them. This is especially worrying after what is perceived to be by many industry insiders, a concerted effort by GrameenPhone to make headway into the corporate market – a domain that was once almost exclusively under PBTL. What the company is really looking for is a way by which it can seriously bounce back into dominant position. The primary reason for choosing CDMA is that they hope to be able to introduce next generation (2G) mobile phone features such as voice conferencing, Internet, sending visual data, etc into their services. It remains to be seen how successful they will be in harnessing the full power of CDMA technology. There is also a proposal to decentralize their organization in order to be able to better serve their customers in the far-reaching regions of the country. This means that many major functions will be spread out throughout the country, divided according to customer regions. It is yet to be seen how much decentralization may occur, but it is a major issue under consideration. If the network expansion into North Bengal and then into Khulna region occurs soon, there is a real potential, by virtue of superior technology, to gain a significant competitive edge over GSM rivals. There is also the sale of data link to corporate clients. This will gather significant revenue for the company as well as solidify its position with its corporate clients as their primary information transfer and telecom provider. The incongruities between the various tariff plans of the various packages are to be removed to make it much easier for customers to budget usage and also to increase the value for money of each package. There are no mergers or acquisitions in the future, but it is believed that Fujitsu may increase its holdings in PBTL and gain greater management control. If this happens, then the entire picture may change. 2. 11FUNCTIONS OF DIFFERENT DEPARTMENTS 2. 11. 1SALES MARKETING DIVISION The major marketing goal of the Sales Marketing Division is to capture a significant market segment that will yield maximum revenue by means of passing on directly or indirectly, a high end cellular phone service. Many clients provide telecom services to their locality by Tellular or Fixed Wireless Telephone (FWT). The rates of this package may be low but this is offset by the high frequency of usage and the strong support claimed to be provided by CityCell. Figure 2. 7: Sales Marketing Division Organogram [pic] Source: Information desk, Sales and Marketing Division The office of the Senior Vice President (SVP) of Sales and Marketing Division is responsible for coordination of marketing activities across the company and to provide top level management with an overall picture of the market situation. The Vice President (VP) of the division oversees the product and business development scenario of the company. He is responsible to the SVP of the division. 2. 11. 2DEPARMENTS OF S DIVISION Sales and Marketing Division has seven main departments headed by seven managers. 2. 11. 2. 1 Product Development This department is responsible for find out the innovative features that can attract the existing and potential customers. Product development is one of the key departments in the company. While developing new packages and talk plans, this department has to keep in mind the profit and cost issue. Under all these constraints the department has been producing exciting and new features to attract customers. 2. 11. 2. 2 Product ( Tariff design) This sub-department is under the Product Development department and is responsible for package design and fixing tariff rates, which are the rates of usage for each package. This department is also responsible for the coordination of market research for the whole company. They will integrate knowledge gleaned from extensive market research into the design of new packages that fulfills customer needs. This is done very frequently as the needs of even the most stable of customer segments change and the company has to change the tariff structure of its offered packages accordingly. . 11. 2. 3 Value Added Service (VAS) This is another department which also deals with product development, but is concerned only with the Value Added Services that the company offers. Value Added Services are those other than basic voice calls. CityCell’s VAS department is one of the leading VAS providers in the country in terms of the number of wide range services that it is providing. Short Messages Service (SMS) Voice Mail Service Call Conferencing SMS Based Information Services Fun (Jokes, quotations, etc. ) Financial Services Emergency Services Sports SMS Banking others 2. 11. 2. 4 Branding The brand department of the company deals with image of the brand in the minds of the customers. It basically helps the brand portray its intended image to the potential target group. This department, along with the Marketing Communication department, deals with the promotional activities. 2. 11. 2. 5 Corporate Sales There is a separate office of assistant vice-president for corporate sales who is also responsible for corporate customer relations. Corporate customers are given high priority in terms of sales and also in terms of after sales services. Of course, this is due to the high usage and need for good long term goodwill with such corporate clients. This department deals mainly with sales to corporate customers and maintenance of relations with both current clients as well as scouting out potential new corporate clients, whereas the after sales service and other issues are dealt with by the customer services operations section of the company. 2. 11. 2. 6 Channel Sales The assistant vice president responsible for channel management has the very important job of setting up marketing channels by which packages are distributed among clients and by which feedback is obtained from customers. This department is responsible for the selection of new dealers and motivating them and current dealers to promote CityCell packages to customers in their respective areas. This department is also responsible for overseeing that there is an excellent support network for each dealer and that they are satisfied with their monetary or otherwise remuneration. This department is also responsible for checking that each dealer does not cut into the sales of another dealer in a very proximal region. 2. 11. 2. 7 Marketing Communications The chief responsibility of this department is logically, promotion and communication of new products and product ideas to customers, both directly through selection of advertising media, then dissemination of information by means of advertisements; and indirectly through dealers by providing them with promotional material. This department is also responsible for public relations which do not include corporate relations. This is handled, as we have seen, by other departments. The responsibility of this department is immensely important especially in the introduction stage of a package for customers. They also provide help for other departments such as the front office and services marketing in order to promote CityCell packages to both current and new customers. This helps very much in handling cases of dissatisfied customers and also in case of adjusting customers with old packages who have to be persuaded to upgrade their packages to the new ones on offer. The company sub-contracts its promotional materials production to local companies. A regular number of events are held to integrate promotional activities with public relation exercises to enhance the image of CityCell and promote the packages on offer. 2. 11. 2. 8 FWT and Backbone This particular department looks after the Fixed Wireless Terminal (FWT) clients and the packages. FWT has been one of the most profitable sectors for the company. As a result this department has a great significance to the company. PBTL has undertaken a commercial program to expand its business activities to selling backbone for data transfer to corporate clients. This network stretches from Chittagong to Sylhet through Dhaka. It has immense potential and may generate significant revenues for the company. The overall structure of the Sales Marketing Department and its sections of CityCell has both advantages and disadvantages in terms of organizational structural and respective functionality. 2. 11. 2. 9 Trade Marketing The vision of this department is â€Å"To ensure the Brand presence and the loyalty in all Point of Sales throughout Bangladesh where mobile phone subscriptions are sold. † The activities of TM include- Need assessment of POS Materials: The need for merchandising will be assessed by mainly Trade Marketing. During many occasions like Eid, Bengali New Year and English New Year, different merchandising items like posters, danglers, festoons will be printed After having proper direction from Trade Marketing, the Creative unit of Market Communication will select the appropriate design for the merchandising items Developing POS Material Portfolio: The portfolio of POS materials will be developed by Trade Marketing as to what items and what quantity should be distributed to different POS. The categorization will be done as per the monthly standing of any particular POS according to the POS pyramid. Trade Marketing will have to interact with the Business Support unit and line Managers of Distribution periodically Allocation of different types of POS Materials for different category of POS POS Material distribution POS Material replacement Implementing and ensuring the brand presence in and outside of the POS i. e. shelf share, background walls, shop signs CHAPTER THREE PROJECT PART 3. 0About Citycell Zoom It is the brand name of Citycell’s Data Service. It is the unparalleled Data Service solution that functions as a wireless internet connection as well as a mobile phone for the customer. It is offered as a bundled service of Data, SMS, and Voice. It is a very important package for the positive growth of Citycell’s service image. Commercial Launch on July 19, 2007. CDMA 2000 1X Platform. Minimum speed of 38 kbps (4. 75 KBPS) and maximum speed of 153. 6 kbps (19. 2 KBPS). Average speed 72~80 kbps (9~10 KBPS). Convenience with good speed anywhere within Citycell’s countrywide coverage. Full Mobility –move around the country staying connected to Citycell’s data service. Maximum convenience with Cash Card recharge for Bill Payment, Online Self Care, email billing etc. Flexible price plans. Figure 3. 0: Zoom subscriber Acquisition in 2007 Closing sub-base till date is 9495 (100% postpaid subscriber) Acquisition stabilized because of the high start up cost of the devices due to high Duty structure In the above figure we can see that after the successful launch of Citycell Zoom it created a huge impact on the minds of the potential customers and the customer base during its launch was 2000. It slowly increased its customer base with time reaching about 10000 customer bases within six months. This increase in the customer base was possible because of a winning campaign strategy to make the customers aware of the product. Table 3. 0: Types of campaigns to launch Zoom Package Item |Quantity |Size/ Remarks | |Poster |124,000 |15 X 20 | |Leaflet |850,000 |4 X 8, 1 fold | |Dummy Pack |2,200 |as per discussion | |Bunting |900 |as per creative | |Festoon |470 |2 X 4 | |Indicator |210 |Lit | | |60 |Reflective Non-lit | |Table Top |600 |as per sample | |X Stand |120 |as per sample | |X- Stand Flex |120 |5 X 2 | |Kiosk Setup |30 |As per Kothar Ghonoghota | |Dealer Insert/Trade Letter |1,000 |   | |T- Shirt |1100 |Polo T-shirt | | |410 |Round Neck | |Lenticular |260 |1. 5 X 1, as per di scussion | In the above table we can see the different types of POSM materials used for the Zoom launching campaign. Table 3. 1: Outlet Details |Zone |Outlet |Franchisee |Retailer |Total | |Dhaka (Raihan) |50 |25 |100 |175 | Dhaka (Reaz) |40 |0 |0 |40 | |Chittagong |30 |5 |50 |85 | |Khulna |12 |8 |10 |30 | |Barisal |5 |1 |5 |11 | |Sylhet |30 |0 |0 |30 | |Rajshahi |10 |13 |10 |33 | |Total |177 |52 |175 |404 | The above table shows the distribution channel of the trade marketing department of Citycell in different districts of Bangladesh. The support of nationwide retailers, outlets and franchisee made it possible for the successful campaigning of Citycell Zoom. Table 3. 2: Distribute Plan |Districts | |Sl. No |Zone |Date |Venue |Number of |Perhead |Total | | | | | |participant|food cost |Food Cost | | | | | |s | | | |Dhaka |307 |30 |337 | |Chittagong |85 |15 |100 | |Khulna |46 |9 |55 | |Sylhet |48 |7 |55 | |Rajshahi |33 |12 |45 | |Total |519 |73 |592 | |Note: Channel partner includes, two guests from each distribution house, retailer, | |outlet franchise. | The table above shows the division wise training schedule and cost incurred during the training provided to different Customer care officer of the Customer care division of Citycell. The training was provided to ensure proper advertisement of the Zoom product and device specifications in order to make the campaigning successful. Figure: 3. 1: Activity wise Standard operational expense of CityCell Zoom (Jan – Aug’08): The pie chart is the Standard operational expense chart of Zoom campaign. The different media used for the successful campaign of Zoom and the percentage of total operational expense in different media is shown in the chart. Figure 3. 2: Zoom SOE on TV (Jan-Aug ’08): [pic] **All figures are counted in Lacs. The table above shows the SOE on TV of Citycell as compared to other telecommunication in the country. The table shows the SOE on TV of different telecommunication company from January 2008 to August 2008 in which GP head the list and Citycell follows. The reason behind it was the new launching of Citycell Zoom and Citycell has been able to catch up with GP with time. Figure: 3. 3: Zoom SOE on Press (Jan-Aug’08) [pic] **All figures are counted in Lacs. The table above shows the SOE on print such as newspapers, magazines, posters, billboards etc of Citycell as compared to other telecommunication in the country. The table shows the SOE on print of different telecommunication company from January 2008 to August 2008 in which GP head the list and Banglalink follows. The reason behind it was the new launching of Citycell Zoom and Citycell has been able to catch up with GP with time. Table: 3. 5: Reach of Media |Urban |Rural |National | |Radio 30% 40% 32% |30% |40% |32% | |TV |85% |52% |65% | |Press |46% |20% |30% | |Cinema |10% |14% |11% | 3. 2Rationale of Bulk Buying Ensure higher discount than ad-hoc spots buying Maintain prime/high TRP based spots on TV, otherwise unavailable Ensure short-notice launch of product/VAS campaig n on TV, press radio Flexibly allocate commercial time as per campaign need Be in pace with the competitors Maximize exposure at optimal cost Ensure constant presence on TV, Press Radio channels ensure top of mind awareness 3. 4Selection criteria of TV Press Media buying has done based on following criteria: Electronic media TRP(Target rating point) data Channel viewership data Competitors SOE from MRC Mode Efficiency of spots during programs Lower CPRP(Cost per rating point) Press media Segment wise print media habit. Higher circulation. Lower CPT (Cost per thousand). Readership profile. To determine the reach of different media to the target audience and maximizing the exposure of the target group, we also consider following report: NMS (National Media Survey) report (source: Sirius). Monthly Monitoring report on TV and Press (source: MRC Mode). TV ratings report through People meter (source: Sirrius). 3. 5Outdoor and Events 3. 5. 1Billboards Strategic Location Branding 233 Outdoor sites across the country. Strategic locations branding ZIA Int’l Airport. Chittagong Int’l Airport. Kurmitola Golf Club. LED in Agrabad, Chittagong. Cox’sbazar Sea Beach Watch Tower. Jamuna Bridge. Mohakhali Flyover. Khilgaon Flyover. Comilla Cantonment. 3. 5. 2Trade Marketing Support Lit Non Lit Shop Signs. Shop Shutters. Wall paint in Dhaka and Rajshahi. POP items rotating mobile holder, shelf-in-shelf, 3 station leaflet stand, shelf strip sticker, wobblers, life size see through sticker and one way vision sticker. PCO mobile identifier, umbrella, notebooks, festoon, caps and bags etc. Regular POSM posters, leaflets, buntings, danglers, stickers, X-stands, festoons, sunshades, PP board identifier, manuals etc. 3. 5. 3Events Sponsorship Corporate Bazaar 2008. BASIS SOFT EXPO 2008. CITF 2008. SITF 2008. Indo Bangla Bangladesh Games. 3rd CCMA. 4th CCMA (initiated). 3. 5. 4PR Events Potato Campaign. Esho Bangladesh Gori. Madaripur Video Conference with JBFH. World Breastfeeding Day JBFH. JBFH Tele-Video Health Service Launch. 3. 5. 5Non-conventional media Campaign specific branded T-shirt for rickshaw-pullers (nationwide). T-shirts distributed at rickshaws depots across the country, and pullers will be made to wear clutter breaking yellow t-shirt. Build on nationwide branding with the color yellow. Passengers that day will be exposed to the product message throughout the ride. T-shirt will ensure repeat visibility every time the puller wears it. 3. 5. 6MIT Direct Sales Support 10 Microbus Branding. Leaflets, posters, stickers, pocket calendars, t-shirts, festoons etc. Logistics support for Sylhet International Trade Fair and Chittagong International Trade Fair. Various discount coupons, booklets, leaflets, hand fan etc. 3. 5. 7Outdoor Visibility Management CityCell Zoom has a total of 57 Outdoor Sites with a net yearly investment of BDT. 3,24,70,800/= Figure: 3. 4: Division-Wise Pay ment Structure 3. 5. 8 Some facts and figures of the Billboard rate of Citycell Zoom Country wide per sft rate745. 82 Dhaka per sft rate1118. 19 Chittagong per sft rate553. 17 Rajshahi per sft rate 437. 50 Khulna per sft rate257. 31 Sylhet per sft rate553. 00 Table: 3. 6: Media wise per sft calculation |Billboard Front Lit Per SFT Rate |454. 91 | |Billboard Non Illuminated Per SFT Rate |544. 3056 | |Steel Board Per SFT Rate |8508. 333 | |Tri-vision Per SFT Rate |855. 0926 | CHAPTER FOUR Findings, Recommendations, and Conclusion 4. 0 Summary of Findings From the survey and collected data, I have found out that in order to achieve a successful campaigning Citycell follows many steps. First, it selects the different media through which the product will reach the target customers. Then after selecting the media they find out the cost related to each media and based on the cost and the effectiveness of the media which fulfills Citycell’s criteria, they select the media through which the product which reach the target customer. Also they have to keep in mind that other telecommunications are also launching the same product to the same target customers. So in order to make their product attractive to the customers, they have to have better offers so that they can give the best offers to the customers and that reflects the effectiveness of the campaigning of Citycell. In terms of Electronic media, Citycell buys bulk airtime in different TV Channels/Radio. This reduces the cost as well as Citycell can also make the product reach the customers at the prime time when the maximum viewers are watching the TV channels and listening to the Radio. In terms of print media, Citycell has some enlisted well known vendor companies which gives Citycell the best support for posters, leaflets, banners, danglers etc. Incase of news papers, Citycell Buys bulk column-inch space in top news papers for the whole year at discounted price. They also select the different pages on which the advertisements will be printed and this creates awareness for Citycell ZOOM in the minds of the target customers. In case of Billboards, posters, leaflets, banners, danglers etc, Citycell has MOU signed with different vendors which prints the danglers, posters, leaflets etc at discounted price throughout the year. So, by all these ways Citycell conducts a successful campaign and reaches its product to the target customers at their projected cost. In this way the product also reaches the customers and also the predicted cost of the company can also be retained. 4. 1 Recommendations After Analyzing the report that I have prepared the following can be recommended: A proposal for fair containing the details of the support that will be provided by CityCell should be distributed to Channel Sales members. Concerned Channel Sales members should communicate with assigned Distributors the Market Committees and get written authorizations of the proposal. Written submission of fair venue finalized schedule to TM minimum of 10 days before the event (no late approvals or fair extensions will be entertained). Based on the total number of venues and schedule TM will calculate the POSM requirement and prepare a budget. Distribution of POSM should do internally through Courier. Distributors will be responsible for visibility of POSM and venue branding. The SOE of Citycell is low compared to Grameen Phone. So Citycell should can effecti vely measures to increase the Standard operational expense of Citycell. Citycell should increase the PR events and sponsorship in order to increase its customer base of ZOOM. The POSM Materials distributed to certain cities are very low compared to other cities, which mean lower promotion of Citycell in those cities. So the distribution of POSM materials should be increased in those cities. Citycell should increase the number of strategic locations for campaigning the Citycell ZOOM. 4. 2 Conclusion With this survey I was able to find out that the launching of ZOOM has created a big impact on the minds of the customers firstly in terms of quality of the product and secondly in terms of the launch that it got. It is very much apparent from the report that Citycell has made huge investment and brought up innovative strategies in order to market or campaign the Zoom product. Citycell has launched Zoom with a plan to make it reach the people from different part of Bangladesh in the proper way. For this reason it has also spent of training employees so that they can make people understand the features and specifications of ZOOM and make people aware of the digital Bangladesh that people are hoping to see. From the analysis of the survey results, it is clear that ZOOM subscribers are satisfied about different services of the company. Moreover, the analysis indicated that the subscribers are quite loyal to the product. Some of the respondents have clearly pointed that if Citycell can work on some of its weaknesses, they will have no competitors for the product ZOOM. I firmly believe that if Citycell follows my recommendations, it will be able to achieve a sustainable distinctive competitive advantage and to run smoothly with loyal subscribers market leadership. pic][pic][pic][pic][pic][pic] Expenditure Events Sponsor, 3% Special Events, 1% Production (TVC,RDC), 4% Agency Fee, 2% Football, 6% Outdoor, 24% Press, 15% TV, 39% Radio, 2% Others, 5% -5. 0 5. 0 15. 0 25. 0 35. 0 45. 0 55. 0 Citycell 14. 7 19. 5 20. 1 22. 9 18. 8 22. 6 21. 0 21. 0 Aktel 0. 0 3. 2 6. 8 0. 1 6. 0 0. 1 7. 0 5. 0 GP 34. 8 38. 6 41. 1 41. 2 41. 2 33. 4 37. 0 43. 0 Banglalink 34. 2 27. 6 26. 7 28. 6 22. 1 33. 0 23. 0 25. 0 Teletalk 0. 4 0. 4 0. 3 0. 0 0. 2 0. 3 0. 0 0. 0 Warid 15. 8 10. 7 4. 9 7. 2 11. 7 10. 7 12. 0 6. 0 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 . -5. 0 0. 0 5. 0 10. 0 15. 0 20. 0 25. 0 0. 0 35. 0 40. 0 Citycell 10. 5 23. 7 12. 7 18. 3 19. 8 17. 0 18. 5 25. 7 Aktel 4. 3 4. 8 8. 9 3. 0 6. 9 6. 1 18. 8 16. 4 Grameen 34. 2 37. 4 34. 3 23. 5 23. 8 21. 1 12. 2 21. 8 Banglalink 33. 1 21. 2 26. 0 26. 1 21. 1 35. 4 12. 9 22. 9 Teletalk 1. 3 0. 0 1. 5 4. 3 0. 2 1. 6 1. 5 2. 2 Warid 16. 5 13. 0 16. 6 24. 7 28. 2 18. 9 36. 1 10. 9 Jan08 Feb08 Mar08 Apr08 May08 Jun08 Jul08 Aug08 Revenue Generation Risk Management Billing and IT Workshop Collections Account Verification Front Office Service Delivery Fund Management Commercial LC Purchasing Finance and Commercial Purchase General Admin Procurement Contract, Legal and Protocol Administration and Human Resource Executive Senior Executive Manager FWT and Backbone -()[emailprotected][? Oc0[e0oe? IA ·A v? v? v? vnfn_[T[T[TPThibA hOhs? Ehs? E h%ihs? Eh J,5? ;? ? [emailprotected] | 5? ;? ? hâ‚ ¬X hs? E5? ;? ? hâ‚ ¬X hs? E5? ;? CJ ? aJ hO5? ;? CJ ? aJ h? [? ]5? ;? CJ ? aJ hIbNhIbN5? ;? CJ0? aJ0hO5Manager Corporate Sales Manager Channel Sales Manager Marketing Communication Manager Value Added Service Manager Brand Manager Product Development VP SVP Power Radio Frequency Microwave Planning Development Base Transceiver Station Central Base Station Control Switch Engineering Store (Sets and equipments) All type of payments collection Accounts