Scientific Management Example For Free - Free Essay Example

As industrialization advanced rapidly across the world at the turn of the twentieth century, it transformed working practices and prompted theorists to consider how best to conduct business under such changed circumstances. The theory of scientific management has its roots in the studies conducted by F. W. Taylor during this formative period (see Taylor, 1911). There is much debate in the secondary literature about the synonymy of Taylorism and scientific management, which this paper does not discuss (for further details see, Caldari, 2007; Nelson, 1992). Rather, this paper positions Taylor as the defining early influence in a continum of scientific approaches to organizational management all of which fall under the broader definition of scientific management and management science that endures today. Section 1 of this paper undertakes a critical evaluation of scientific management theory before going on in Section 2 to discuss how and to what extent it is applied at the organisation, Microsoft. Critical Evaluation of Scientific Management Theory Taylor was one of the first theorists to consider management and process improvement as a scientific problem and, as such, is widely considered the father of scientific management. He proposed that a businesss economic efficiency could be improved by simplifying and optimising work processes, which would, in turn, increase productivity. Taylorism, as a philosophy, was the product of a series of experiments and observations, such as time-motion studies, designed to determine the most effective and efficient way to complete a task. Its fundamental and inter-related principles can be summarised as follows: Using scientific method to challenge habitual working practices and to determine the most efficient way to perform specific work tasks; Matching workers capability and motivation to the task requirements and supervising them according to the established rules and procedures; Establishing fair performance levels and develop a pay system that rewards, and therefore encourages, over-achievement; and Appropriate division of responsibilities to allow managers to apply scientific management principles to plan work and ensure workers are effective. Taylors work influenced a number of other contemporaneous theorists, such as Frank and Lillian Gilbreth, and, later, Henry Gantt, who also favoured empirical methods to determine the most efficient procedures. Indeed, his new scientific system of organisation was met initially with widespread support in the USA and Great Britain amongst theorists, politicians and economists alike (Nelson, 1992). However, Taylors scientific management was not without its critics, both at the time and subsequently. By the 1930s and 40s it had broadly fallen out of favour. The following section undertakes a critical evaluation of scientific management. It discusses the arguments of Taylorisms detractors and also explores its legacy in popular modes of management practice today. One of the most popular criticisms levelled at Taylorism is its perceived lack of human appreciation (Caldari, 2007). In the drive to increase physical efficiency, it considers the worker a part of the production process on a level equal to the tools s/he uses and, as such, strips him or her of all capacity to reason and act autonomously. All thinking and planning is taken over by management, and the workers role is reduced to the simple repetition of standardised and simplified work flows in accordance with productivity targets. By assuming that fair payment will motivate employees to perform optimally, Taylorism overlooks the individuals subjective motivation and their need to derive personal satisfaction from their work. On the one hand, standardised work instructions have been shown to improve quality, facilitate training and reduce waste. However, on the other hand, todays low skilled and highly rationalised roles, such as call centre or fast food jobs, workers are often characterised by high absenteeism and high turnover due to low job satisfaction. Since these are drivers of increased cost, it can be argued that the strict doctrines of scientific management actually run the counterproductive ris k of increasing costs and reducing productivity. A further point of controversy for Taylorisms critics is the theory that scientific process will eventually identify the one best way of carrying out a specific process of work to maximum efficiency (see Ralston, 2014). They argue that the implementation of one best way disregards individual talents and preferred working methods, thereby alienating workers and preventing them from developing an appreciation of their place or function in the entire industrial process. This, in turn, suppresses their initiative and the potential for discovering new and innovative ways of working. Instead, opponents of Taylorism advocate a plurality of methods for increasing productivity, which should be tailored to workers needs. Feedback should be encouraged and decision-making shared between workers and management to engender a greater sense of participation and ownership, greater engagement, and a stronger sense of collaboration between workers an d management. In the light of the above criticisms, it is perhaps unsurprising that employees views of Taylorism have tended to be unfavourable. In its pursuit of efficiency and productivity, Taylors scientific management principles divide labour undemocratically, in such a way as to empower managers, benefit employers and lower workers morale. Although Taylor advocated fair assessments of working hours, productivity and pay, his theory obliges the worker to depend upon the employers conception of fairness, and gives the worker no voice in hiring and setting the task, in negotiating the wage rate or determining the general conditions of employment. In reality, many employers implemented Taylors theories only partially, using strict control, punitive measures to drive maximal output. This not only caused significant additional mental and physical strain, but also increased the potential for accidents and work stoppage (Nelson, 1992). Furthermore, workers believed down-skilling and eventual automation were responsible for growing unemployment even if ultimately it might lead to lower prices and increased demand. They also objected to the fact that the gains of higher productivity were not shared with the workers. Rather, the major proportion was taken away by the employer in the form of higher profits. Such an imbalance of power and resultant dissatisfaction has the potential to polarise industrial relations leading to increased risks of strike action and disruption. Although there is much to criticise about Taylorism and its early implementation, it should also be acknowledged that its advent paved the way for many of the management theories and methodologies that are followed today. The division of labour into doers and thinkers is a dichotomy that continues to shape the separation of strategy and implementation in most organisations (Kanigel, 1997, Stoney, 2001)). Likewise, in most organisations management and labour continue to co-exist in an uneven r elationship which privileges intellectual work over manual skills. Likewise, the rationalization of processes into discrete, unambiguous units with defined work instructions has laid the foundations for knowledge transfer, automation and eventual offshoring (Drucker, 1981) strategies that continue to be implemented in many multinational corporations today as management theory, and management itself, evolves with changing times (Witzel and Warner, 2013). Incentive schemes are still widely recognized as an effective means to encourage higher performance and are a standard component of most sales compensation packages. Meanwhile, Taylorisms simplification of skilled work and the elimination of unskilled work represents a central tenet of business process engineering techniques such as Six Sigma and lean manufacturing (Head, 2003). By the same token, modern quality assurance, operations management and total quality management methodologies arguably have their roots in scientific manage ment. In this way, scientific management transcends the narrower confines of Taylorism by means of its direct and indirect influence on those subsequent evidence-based methodologies that also attempt to treat management and process improvement systematically as a measurable, scientific problem (Witzel and Warner, 2015). Discussion of how Scientific Management Applies to Microsoft Taylors original thinking was informed by the shop floor processes of heavy industry. As such, it would be easy to assume its principles would be largely irrelevant in an industry as complex, innovative and knowledge intensive as Information Technology. Indeed, Bill Gatess professed values of entrepreneurship, ownership, creativity, honesty, frankness and open communication appear to stand in opposition to the standardised work processes and strict division of labour that Taylorism champions. However, on closer examination it becomes evident that scientific management still exerts a significant influence within Microsoft and on how it conducts its business. As with all large multi-national corporations, specialisation and division of labour is very much in evidence at Microsoft. There is a clear division between functional specialists such as software developers, project managers, marketing, sales, HR, finance and legal. As Taylorism advocates, their roles have written job descr iptions with clearly defined skills and competencies to ensure employees capabilities and motivations are carefully matched to their position. Furthermore, their performance is supervised and measured regularly using SMART criteria (Specific, Measureable, Achievable, Results-based, and Time-specific) in a way that echoes Taylors emphasis on monitoring and measuring. There are a number of colourful stories that depict the results-orientated culture that Microsoft has relied on historically in its drive for success (see, for example, Shaw, 2004). Until recently, Microsoft employed a controversial management system called stack ranking which measured performance using a standard distribution curve. Whilst those at the top received bonuses and promotions, those at the bottom were shown the door (for further details see B. R., 2012). Although this was intended to motivate performance, employees found it oppressive. Developers sought to avoid working with top performers, who threatened their own ranking, and as a result free thinking, innovation and collaboration stagnated. Microsoft abandoned stack ranking in 2013, but it is evident that performance reviews and systems such as these owe a debt to Taylors principle of performance incentivisation through pay and reward. Indeed, Bill Gatess comment on workers and their value points towards a scientific management heritage: à ¢Ã¢â€š ¬Ã…“A great lathe operator commands several times the wage of an average lathe operator, Bill Gates points out, à ¢Ã¢â€š ¬Ã…“but a great writer of software code is worth 10000 time the price of an average software writer (Schumpeter, 2015, p. 1). Microsofts business model relies on scientific managements requirement to challenge received wisdom and to find new and better ways of doing things. This applies to Microsofts products and production processes in equal measure. Yet rather than pursue Taylors one best way and control it by means of strict hierarchy and managerial supervi sion, Microsoft has, historically, sought to empower employees at all levels. Instead of allowing workers strict need to know knowledge that relates only to their discrete part of a process, Microsoft runs an intensive induction programme for new recruits, which introduces them to the overall business model, and acquaints them with colleagues and support networks. This broader knowledge equips individuals with the context to make autonomous decisions that are nevertheless aligned with the organisations interests. This, in turn, lays the foundations for continuous improvement based on comparison, feedback and the identification of more effective and efficient work methods. Microsoft seeks to encourage improved performance not only by financial incentives, but also by considering more progressive drivers of employee motivation, participation and satisfaction. Thus, software programmers at Microsoft work long hours, but extra discretionary effort is encouraged by free food, relaxed dre ss code, comfortable offices, and playing games (for further details see Birkinshaw and Cramer, 2008). So, whereas Taylorism is criticised for its de-humanising tendencies, Microsoft arguably seeks to balance and blend the drive for enhanced productivity with a complementary appeal to the broader hierarchy of needs in its workforce. Conclusion This paper has offered a critique of Taylorism as the first and most influential theory that shaped a spectrum of subsequent management practices that fall under the wider umbrella philosophy of scientific management. The example of Microsoft shows how the principles of scientific management inform many practices that are still in use today. As a large, established, multinational organisation, Microsofts management practices are, almost inevitably, complex and contradictory and the brevity of this paper does not permit a more detailed investigation of how and to what extent scientific management principles inform the varied practices of different functions and divisions within the organisation. For example, the process of iterative product development owes a debt to scientific management as does project management and evaluation. Nevertheless, this paper has offered a broad overview of how Microsoft has appropriated, adapted and implemented elements of Taylors early scientific mana gement theory, such as division of labour, employee selection, training and supervision, pay and reward, scientific evaluation, and process improvement, to improve Microsofts productivity, quality, and economic performance todays fast-paced competitive environment. Bibliography B. R., 2012. Management the Microsoft Way, The Economist, 21 August Birkinshaw, Julian and Crainer, Stuart, 2008. Theory Y meets Generation Y, Management 2.0, 10 (December) Caldari, Katia, 2007. Alfred Marshalls Criticism of Scientific Management, European Journal of the History of Economic Thought 14(1) (March) Drucker, Peter, 1981. Towards the Next Economics and Other Essays. London: Heinemann Head, Simon, 2003. The New Ruthless Economy: Work and Power in the Digital Age. New York: Oxford University Press Kanigel, Robert, 1997. Taylor-made. (19th-century efficiency expert Frederick Taylor), The Sciences. 37(3) Nelson, Daniel, 1992. A Mental Revolution: Scientific Management since Taylor. Ohio: Ohio State University Press Ralston, Shane, 2014. Doing versus Thinking: John Deweys Forgotten Critique of Scientific Management, Southwest Philosophy Review Schumpeter, 2015. Digital Taylorism, The Economist. 12 September Shaw, Karyll, 2004. Changing the goal-set ting process at Microsoft, Academy of Management Executive. 18(4) Spender, J. C, and Kinje Hugo, 1996. Scientific Management: Frederick Winslow Taylors Gift to the World? Norwell: Kluwer Stoney, Christopher, (2001) Strategic Management or strategic Taylorism? A case study into change within a UK local authority, International Journal of Public Sector Management, 14(1) Taylor, F. W., 1911. Principles of Scientific Management, New York: Harper Witzel, M. and Warner, M. (2013), Introduction, in M. Witzel and M. Warner (eds). Oxford Handbook of Management Theorists, Oxford and New York, NY: Oxford University Press Witzel, M. and Warner, M. (2015) Taylorism Revisited Culture, Management Theory Paradigm Shift, Cambridge Judge Business School Working Papers. 1

Leadership Style Of A School Administrator Influences The...

The leadership style of a school administrator influences the school environment, which in turn impacts the school’s outcome. It is imperative that schools have leaders that encourage, promote, and create a collaborative environment. In reflecting on my leadership style, I am a â€Å"Facilitative Leader.† I am not only a leader, but also a coach. As a coach, I listen to questions/challenges, and share my perspective. I ensure that I listen fully in order to successfully help problem solve. As a leader, when making a decision, I make conscious choices about how much to involve others after weighing several factors. Some of these factors include how much stake-holder buy in is needed, how much time is available, and the importance of the decision. It is important to ensure that I encourage group members to participate, however, must be ready to make the final decision if needed. As a Facilitative Leader, my goal is to empower people to work together to achieve a common go al. I want the members of my group to be engaged in the process, be motivated, and have the opportunity to be creative. Each member of a group is important, and brings something valuable to the team. As a leader I ensure that my groups have a vision, goals, and the resources for obtaining those goals. An effective school leader realizes that there is always room for continuous improvement. Continuous Improvement refers to the process cycle of school improvement. Major components include creating aShow MoreRelatedEssay Leadership Theory in Education1414 Words   |  6 PagesEducators are no different, an administrator makes a large impact on a school, and that impact can be positive or negative. The responsibilities of an administrator include leadership and management, and are increasing every year. Every administrator has a different leadership style, they may have similarities with others in the style but they also have differences. â€Å"Leadership style is the pattern of behav iors of a person who assumes or is designated to a position of influence in an organization (RazikRead MoreSupervision for Successful Schools1176 Words   |  5 Pagesinstitution the type of leadership style is important for a successful environment. In order to establish a successful school environment to compete globally, the leader should comprehend the basic leadership theories and styles (Glickman et al., 2010). The cultures at schools are important to the success of the students and overall of the school, but also can be very difficult to establish and maintain without the proper leadership knowledge (Waite, 1995). In United States many schools could be placeRead MoreThe As A Freelance Arts Educator1622 Words   |  7 PagesIn a traditional and stagnant educational environment leadership relies heavily on power and control. In this context a primary administrator has the power to assign tasks and monitor progress while also controlling the distribution of positive or neg ative performance based incentives. When leadership is merely a series of transactions the primary administrator is able to stake claim to independently creating a school mission and appropriate action steps. After conducting my interview it is evidentRead MoreSituational Leadership Theory By Paul Hersey And Ken Blanchard1365 Words   |  6 PagesSituational leadership theory is a model based on the relationship between leaders and followers and proposes that the environment and the readiness of followers determines to a large extent, how leaders will tend to function. Developed by Paul Hersey and Ken Blanchard in 1969 the fundamental underpinning of the situational leadership theory is that there is no single â€Å"best† style of leadership (REFERENCE). Situational leadership has been used extensively in organizational leadership training andRead MoreThe Career Of A Freelance Arts Educator1573 Words   |  7 PagesIn a traditional, stagnant educational environment leade rship relies heavily on power and control. In this context a primary administrator has the power to assign tasks and monitor progress while also controlling the distribution of positive or negative performance based incentives. When leadership is merely a series of transactions the primary administrator is able to stake claim to independently creating a school mission and appropriate action steps. After conducting my interview it is evidentRead MoreLeadership and Systematic Change Essay1545 Words   |  7 PagesLeadership and Systematic Change Essay Stephanie Boxler Grand Canyon University EDA-575 April 24, 2013 Leadership and Systematic Change An article about leadership by Forbes magazine sums it up best by saying that leadership is simply â€Å"someone who has followers† (Frobes.com, 2013). The school subject is Innovations International Charter School of Nevada (IICSN), and in this facility there is only one administrator. This administrator will be referred to as Dr.M throughout this essay. InRead MoreMy Perspective On Leadership And Leadership Development1174 Words   |  5 Pages My perspective on leadership has grown tremendously since entering the UNCC school administration program. Educational leadership is continually evolving, requiring those who pursue it to have a fluid definition of the term leadership. My definition of leadership is constantly developing due to past experiences, self-reflection, and being surrounded by some of the best educational leaders in North Carolina. Participating in the self narrative and you at your best activities were vital catalystsRead MoreWomen in Leadership Role s1671 Words   |  7 Pagesresearch on gender equity in educational leadership published since 1997until 2010. Even though women attaining jobs in school leadership has increased, women still do not fill administrative positions in comparison to men. The majority of research related to women and leadership examines the barriers women face in entering or moving up in the leadership hierarchy. Looking at the differences and similarities in how men and women take on and exercise leadership roles, the authors of the articles suggestRead MoreThe Statement Of Administrative Philosophy1227 Words   |  5 Pagesbehind.† (Carter G. Center for Education). Therefore, It is upon this strong belief that I stand unwavering in experiences, leadership, management style and values. Specifically, the genesis of my statement of administrative philosophy is derived from my gratitude to my elders and ancestors that paved the way for access to equal education. The impact of their courage and l eadership has created a legacy that lives forever. At the center of my philosophy is the belief that it is my altruistic calling asRead MoreEssay on Education: The Roles of a Principal1013 Words   |  5 PagesSchools, Teaching, and Supervision Overview In schools everyday are many people influencing and taking the important role in education and supervision. In these roles are collaborating, teachers, principal, students, and educational supervisors, all these are the main basics of this process (Annan Ryba, 2013). In an immediate setting, with a more encompass culture is guide by educators, principals, and other staff that supports the student’s success in a daily basis. In any school the culture is

The Importance Of D-Day In The Second World War - Free Essay Example

Sample details Pages: 4 Words: 1146 Downloads: 6 Date added: 2019/08/16 Category History Essay Level High school Tags: D-Day (Operation Neptune) Essay Did you like this example?   On June 6th, 1944, the Allies launched the largest invasion on the beaches of Normandy, France. This led to liberation of Western Europe, which gave more strength back to the allies. The allies were able to take back France, which created another army to rejoin the war. Don’t waste time! Our writers will create an original "The Importance Of D-Day In The Second World War" essay for you Create order Lastly it made Germany fight a two front war again. Just like in the first world war, which was why they lost. The Allies would not have won World War 2 if D-Day was not successful as it led to advancements to take back France, liberation of Western Europe, and made Germany fight a two front war.   The allied army led by General Dwight D. Eisenhower, stormed the beaches of Normandy on June 6th, 1944. This day would be go on to be known as D-day. But months before D-Day took place, the operation had already begun. Elaborate plans and deceptions of the Nazi’s had already begun, codenamed Operation Bodyguard, in the months leading up to the invasion to stop the Germans from learning any details of the invasion, such as when and where. The whole plan for Operation Bodyguard, was the Allies conducted several operations made to mislead the Germans as to when and where the Allied landings would occur. This would leave the Germans in the dark and leave them totally clueless. Then Operation Fortitude which included Fortitude North and South, a campaign using fake radio signals to tell Germans into expecting an attack on Norway, which was never a place that the Allies planned on attacking, then Fortitude South, another deception operation, that created a fake First United Stat es Army Company under General George S. Patton, that was supposedly located in Kent and Sussex. The idea was Fortitude South was intended to trick the Germans into believing that a main attack would take place at Calais, which never occurred. All of this planning of misdirection and deception left Germany totally unaware of the plans for the invasion of Normandy (D-Day). Then in the days before the invasion Operation Pointblank was in place to to gain the air superiority needed to ensure a successful invasion, the Allies undertook a bombing campaign that targeted German aircraft production, fuel supplies, and airfields.   Just as important as these â€Å"set-up† operations was actually the weather. The invasion planners determined a set of conditions involving the phase of the moon, the tides, and the time of day that would be   on only a few days in each month. A full moon was ideal, as it would have the highest tides and provide camouflage for aircraft pilots. The Allies wanted to schedule the landings for shortly before dawn, midway between low and high tide, with the tide coming in. This would improve the visibility of obstacles on the beach, while decreasing the amount of time men would have to be out in the open. Eisenhower had originally selected june 5th, 1944 as the date for the invasion on the beaches of Normandy. But, on 4 June, high winds and rough seas made it almost impossible to launch any bombing planes as well as ships across the channel. James Stagg the Group Captain of the Royal Air Force met with Eisenhower on June 4th. It was predicted that the weather would improve enough for the invasion to proceed on June 6th. But after that the next available dates with the much need tidal conditions would be in two weeks, from June 18th to 20th. Postponement of the invasion would have made a disaster of the order of troops and alignment and along with ships already in position to cross the channel. Furthermore it would have increased the chance that the invasion plans would be detected. After much conversation with the other surrounding leaders, Eisenhower decided that the invasion should proceed on the 6th. On June 6th, 1944 the Allies stormed the beaches of Normandy. Although it may sound like troops just assaulted on to a beach. It was way more complex than that. Normandy was broken up into five beaches. The Americans given two, Utah led by General Joseph Collins and Omaha led by Leonard Gerow. And Britain and Canada had a combined three, Gold led by General Gerard Bucknall along with Juno and Sword led by John Crocker. The Normandy landings was the biggest seaborne invasion in the history of the world, with almost five thousand landing and assault craft, nearly three hundred escort vessels, and nearly three hundred minesweepers. Close to a hundred and sixty thousand troops crossed the English Channel on D-Day, with at least eight hundred and seventy-five thousand soldiers disembarking by the end of June. The allies lost as least ten thousand brave soldiers on D-Day, with four thousand confirmed dead. There were at least one thousand German casualties. The Allied invasion plans were to capture Carentan, St. Là ´, Caen, and Bayeux on the first day of the invasion, with all the beaches linked with a front line six to ten miles from the beaches. But none of these objectives were achieved by the end of the first day. The five beaches did not connect with one another until June 12th, when by which time the Allies held a front close to sixty miles long and fifteen miles deep. Caen, another major objectiv e, was still held by German until July 21st. The Germans had ordered French civilians other than those deemed essential to the war effort to leave potential combat zones in Normandy. But civilian casualties on D-Day are estimated to be around three thousand people. There were several factor that led to victory in Normandy. The German preparations along the Atlantic Wall in Northern France were not completely finished. In the days before D-Day, German General Erwin Rommel explained that construction was not even a quarter of the way finished. The long and extraneous deceptions undergone in Operation Fortitude were a success as it paid off, leaving the Germans to defend a tens of miles of the Atlantic Wall. The Allies air forces, gained and kept air superiority throughout June and July, which meant the German force could not make observations of the preparations that were taking place in Britain and also unable to interfere with bomber raids. The Germans transportation in France was severely disrupted as Allied bombers kept bombaring the lines and the French Resistance, would cut off German supply lines in efforts to aid the Allies. Early in the bombardment it was not well aimed with poor information and locations. Therefore most of the early rai ds were off-target or not close enough to have any impact. On the five beaches there was specialised armor that was used, that provided artillery support for troops that were invading onto the beaches. Along with German failure to answer the invasion of Normandy and a very complicated command structure in the Nazi Party also aided to the Allied success on the beaches of Normandy.

Developing Software Within A Hypercompetitive Market

As a result of the Software Development Industry struggling to deal with the complexities of developing software within a hypercompetitive market, projects continue to fail at an alarming rate. According to the Standish Group s CHAOS Manifesto 2012 report, project statistics across the United States and Europe were analyzed to determine if the projects were successful, challenged or failed. The results of the report found that only 37% of all IT projects were successful (on time, within budget and included the required functionality); 42% were challenged (delivered late, over budget and/or with less functionality then required); and 21% failed and had to be cancelled prior to completion and/or were never implemented (Standish, 2012).†¦show more content†¦Looking at these individually, the internal component focuses on the performance of internal processes that drive the business. Internal measures would include quality levels, productivity, cycle time and cost. Within in novation and learning the emphasis is on the future success of the organizations people and infrastructure. The key performance measures would be focused on employee satisfaction, market innovation and skills development. The financial component measures the results that matters the most to the organizations shareholders. These measures include profitability revenue growth, return on investment, economic value added and overall shareholder value. The last component which focuses on the customer is needs, satisfaction and market share that would be focused on satisfaction ratings and repeat business (Evan 2005). Components of a Balanced Scorecard (Organization Overview) Overall, the balanced scorecard aids an organization from the standpoint of identifying the right measures and aligning them to the vision and strategy. The model allows for the setting of target and resource allocation for short term planning; communicating strategies; aligning team and individual goals to strategies; linking rewards to performance; supplying feedback for organization learning; and ensuring a

Drinking Coffee Elsewhere Essay - 627 Words

Kevin Gable 8/30/10 Engl 1167 Communication Drinking Coffee Elsewhere is a very interesting story that brings up a number of thought-provoking issues in a relatively short format. Among these are questions of race, identity, and stereotyping. The narrator of the story is a young woman named Dina who feels lonely and confused in her new surroundings. As a poor, African American female at Yale (which the narrator portrays as a rich, male, and subtlety racist institution) she has difficulty adapting to the expectations of the university. From the very beginning, her differences set her apart from her classmates, until, from her point of view, she becomes a pariah, invisible and despised by the community. Of course, one must view†¦show more content†¦Dina, disgusted by her classmate’s insipid choices, states that she would be a revolver. This response, obviously meant to shock and discomfort her peers, earns Dina her psychiatric evaluations. Many other examples occur throughout the story. In a meeting with the psy chiatrist, the doctor asks Dina about her sexual history. This question create tension in different ways, such as sexuality, class, relationships, and shame. Typically, Dina invents a ridiculous story about losing her virginity spontaneously and foolishly. Because of her stereotyping attitude, Dina assumes that the white, male doctor would expect her, a poor, black girl, to do these sorts of things. She derails what could have been an important and intriguing discussion of Dina’s insecurities into what she thinks the doctor expects. Later, he calls this attitude her survival mechanism of a â€Å"black living in a white world.† It’s an interesting assertion, if not entirely fair to the people of all races who succeed without such pointless and insulting tactics. Ultimately, Drinking Coffee Elsewhere is a story of regret. At the end of the tale, Dina gives a heartfelt reminiscence of her college days, now long past, and the opportunities she missed and friendships she broke. One person in particular, Heidi, could have been a close and important friend. Instead, Dina’s harsh and unpleasant demeanor severed a deep connection. In fact, Dina’s quick andShow MoreRelatedDrinking Coffee Elsewhere Essay982 Words   |  4 PagesRacism in Drinking Coffee Elsewhere In ZZ Packer’s book entitled Drinking Coffee Elsewhere, we get to see how African Americans cope with their different situations dealing with family, friendship, religion, and the pursuit of prosperity in the world. Within the short story collection there is a story named after the title, Drinking Coffee Elsewhere, where we get to see the pressures put on a young African American woman, Dina, that causes her to resort to near complete isolation of herself. DinaRead MoreCoffee Is A Supply Of Money1622 Words   |  7 Pagesor used to produce wealth. Coffee is cultivated in over 70 countries, however is most effectively grown in the equatorial regions of the world such as The Americas, Africa, Southeast Asia and India. It can in some cases be grown in subtropical regions as well. Coffee is a resource that is grown on bushes (therefore being a renewable resource), varying on value depending on its quality and type (two most common types being Arabica and Barista). Secondly only to oil coffee is the second most valuableRead MoreCoffee Is A Supply Of Money, Material, And Analysis1639 Words   |  7 Pagesor used to produce wealth. Coffee is cultivated in over 70 countries, however is most effectively grown in the equatorial regions of the world such as The Americas, Africa, Southeast Asia and India. It can in some cases be grown in subtropical regions as well. Coffee is a resource that is grown on bushes (therefore being a renewable resource), varying on value depending on its quality and type (two most common types being Arabica and Barista). Secondly only to oil coffee is the second most valuableRead MoreStarbucks’ International Operations Case Study1636 Words   |  7 Pagesalready penetrated and the company could open new stores or create joint ventures. Joint ventures let the company to have bigger control over business than licensing. The companies they decided to cooperated with had experience with selling food or coffee and the money to support the expansion. It seems to be more safe than granting a license to an individual that may not have any knowledge of the business. However, neither of these strategies gave Starbucks full control of their activities, costsRead MoreStarbucks : Target Market And How Was Starbucks1218 Words   |  5 Pages When Starbucks started their target market were people who enjoyed coffee not just for an energy boost from the caffeine, but people who enjoyed sitting down and drinking a well-prepared cup. Upon visiting Italy and falling in love with the coffee bars and the experience that they offered, Schultz envisioned a place between your home and work where you could sit and enjoy your coffee. Starbucks wanted to control their coffee from â€Å"raw green beans to the steaming cup† this meant that they had toRead MoreStarbucks : A Strong Shaper Of A People Essay1306 Words   |  6 Pagesfor great coffee, genuine service and community connection transcends language and culture. With expansion and growth, come several challenges. Therefore, Starbucks stores in China, India, Russia, Mexico, South Africa or Italy have certain unique characteristics such as environment, prices, In January 1999, Starbucks entered the mainland China market by opening their first store in the China World Trade Building, Beijing. Starbucks is creating a coffee culture in a traditional tea-drinking societyRead MoreEssay about Brand Identity Planning of Starbucks Coffee Chain1940 Words   |  8 PagesBrand Identity Planning of Starbucks Coffee Chain The starbucks brand has been credited with changing the way Americans drink coffee, the way they perceive it how much they are willing to pay for it. It has been a dream run for starbucks coffee once its brand identity became well known, understood liked. But the process of building a successful brand is slow, tedious, resource consuming risky. I have in the following report outlined the starbucks branding strategy on the basis of theRead MoreBrownies661 Words   |  3 PagesBrownies: Bibliography and Further Reading Brownies: Pictures Copyright Brownies: Introduction PrintPDFCite . â€Å"Brownies† is a story by ZZ Packer, a young African American writer. It appears in Packer’s short story collection, Drinking Coffee Elsewhere, which was published in 2003 to great acclaim. The story is about a Brownie troop of fourth-grade African American girls from suburban Atlanta, Georgia, who go to summer camp. At the camp, they encounter a troop of white girls and believeRead MoreZz Packer Essay examples650 Words   |  3 Pagesancestors had behind, and realize that on the inside we are all the same. Works cited Angelou, Maya (1928-). Encyclopedia of World Biography. Thomson Gale, 1998. Academic OneFile. Web. 20 Mar. 2011. Packer, ZZ. Brownies. Drinking Coffee Elsewhere. New York: Riverhead, 2003. 1-31. Print.Read MoreCoffee And Its Effects On The World s Most Widely Consumed Beverages And One Of The Globe2735 Words   |  11 PagesCoffee is one of the world’s most widely consumed beverages and one of the globe’s most internationally traded commodities, prized highly as much for its pharmacological effects such as a useful source of caffeine as well as for it sociological role amongst consumers (Topik, 2009: 81). And yet historically coffee consumption never really grasped a strong role within Asian geographies, a region of the world highly dominated by tea as the go-to-beverage historically and socially. Thus it makes the

Marketing Management Strategy in Bread Talk Bakery Case Study

Question: Discuss about the Marketing Management Strategy in Bread Talk Bakery. Answer: Introduction The company taken here is namely as Breadtalk, which mainly produces different food and beverages. The company is founded in the year of 2000, and the number of available stores is around 836 all over the world (Breadtalk.com 2016). The founder of the organization is George Quek and Katherine Lee. The net current asset of the company is about 149.933 million. Along with this, the total income of the company is about 16.177 million. The company started its business procedure from the basic market segmentation. The segmentation is based on demographic and geographical perspectives. In this case, a bread market is divided into small subsets containing homogeneous group rather cluster of clients. The variables or assessment factors are religion, family income, age, sex, occupation, etc. Thus, it can be said that, for the business to business marketing followed by BreadTalk, is entirely dependent on this organizational entities. The other target marketing is based on certain other segment ation categories such as- behavioral segmentation, geographical segmentation, multivariate account segmentation, cultural segmentation etc. Figure 1: BreadTalk (Source: Breadtalk.com 2016) This is one of the top listed Singaporean Bakery company, currently which is facing different problems regarding sales and marketing (Kotabe and Helsen 1998) due to its declining products. This report will discuss various suitable theories, frameworks, and techniques rather professional models that are related to different major marketing plans. Among various techniques, most appropriate one will be taken for granted to improve its commercialization and sales not only in South East Asia but also in all over the world. Situation Analysis (Marketing Audit) of BreadTalk Market Audit During the marketing audit along with different interrelated situation assessment, it is found that current position of the company is declining due to the production of some poor quality food (Jain 1989). Market planning is a theoretical overview that defines the particular development progress process, tactics and strategies those are required to evaluate the objectives of the company (Zou and Cavusgil 2002) but this company is following all of them in a perfect progressive manner. The entities related to the marketing planning process are all interconnected to each other. The business segmentation of BreadTalk group of Limited revenue structure from the geographical aspects is shown below: Development of Geographical Revenue value Singapore $70,000 China $140,000 Hong Kong $210,000 Row $280,000 Figure 2: Revenue structure (Source: Ryu, Jang and Cho 2014, pp-155) Mainland China is in the top most level and the other competitions are shown in the graphical diagram. Figure 3: Competitor Assessment of BreadTalk Bakery (Source: Ryu, Jang and Cho 2014, pp-155) Internal Analysis (SWOT Analysis) From the internal analysis it is defined that the improvement in the sales and profitability market share falls under the category that is known as internal market analysis (Norris 1992). In the external market analysis it is found that the micro environment and the macro environment analysis fall under the different category review (Wicaksono et al. 2007). From two of the assessment processes, SWOT analysis is done to obtain the underlying objects of the company's market planning. Figure 4: SWOT analysis (Source: Kumar and Rajan 2012, pp-130) Gap Analysis Apart from this, it can also be said that the business analytics method that is needed to determine the current revenue structure of the company is factor analysis and gap analysis. Gap analysis in a business analytics process that determines two conditions: the conditions are as followed: What is the current position of the company? Where does the company want to pick up its position? The Gap analysis of BreadTalk, defines that the current status of the company is declining due to some of the entities such as quality of the products, price of the products, variations in the products, services by the corporation, non-friendly services provided by the company and the product affordability by the consumers of the enterprise. It can be demonstrated that the external analysis is simultaneously required for the examination audit technique of the company. In addition to this, the marketing and sales of the enterprise also define the sustainability, flexibility and profit generated from the marketing aspects and different assessment processes. From the overall view and other known facts the position of the company can be defined easily. Norris (1992) opined that the factors come under consideration for the evaluations are as followed: legal, economical, cultural, political and technical and social. Altogether the collection of the elements is known as the PESTLE analysis. From the factor analytical point of view it can be said that there are several factors those needed to be prcised for the position structuring (Peng 2013). In the competitive business market, the current status of BreadTalk is not satisfied at all. In order to improve the overall structure of the company it is needed to acquire certain active strategies. At the same time, the perfect execution is also necessary to get a satisfactory result from the analytical perspective (Kalish, Mahajan and Muller 1995). Before any factor implementation the core need is to improve the imperfect entities that affect the maintenance of the position of the company in the competitive bakery marketplace. Porters Five Forces Analysis This analysis is also applicable to calculate the existing competition of the enterprise (Chen, Liang and Yueh 2014). In order to achieve one of the best positions in the competitive marketplace the rivalry measurement among the Singaporean bakery world in imperative. The five forces are as followed: The threat of substitutes: The Bakery farm took under consideration for marketing analysis namely as BreadTalk bakery has the biggest threat in the marketplace is Starbucks. Starbucks is one of the very famous coffee shops, which has its individual unique tasted food products. Thus, it can be said that the threat to the existing company here is Starbucks and other pastry and bakery making companies. From the revenue structure of the company it is defined that some new threats are certain known international bakery companies such as Duke Bakery International Plaza, Postre Bakery Caf, Delcie's etc (Doole and Lowe 2008). The company must attain certain protections against imports of the substitutes. Therefore to solve this problem the company should make itself aware of the other existing companys products. Threats of new entrants: Some of the other companies are also coming forward, which has become the threat to BreadTalk (Srinivasan 2014). In order to mitigate these issues the company must obtain some of the best marketing models so that the sales and the sales and the marketing structure of the company reach the best of the position. Generally in this case the declining products are dream pastry. Thus, the company must obtain the high level of barriers to the new entrants and a limit of protection to the foreign entries. Bargaining power of the buyers: The bargaining power of the buyers also misbalances the benefit level of a particular company. The equity theory measurement is paramount to calculate the overall profit level, sales and the marketing of the enterprise. The fundamental entities related to BreadTalk are the weak consumers protections laws and regulations and the segmented and small local level buyers (Jain 1989). BreadTalk should obtain different regulations and protection laws for the related poor users. It can also segment low level of local consumers. Bargaining power of the suppliers: the acronym can also be implemented as market of investment to the company, but the leading problems occur due to certain potential factors such: The degree of different inputs Effects of the investment cost. Presence of all the inputs The ratio of concentration Other advanced level intensity ratio Intensity of rivalry: There are certain potential factors which are essential to calculate in the industrial competition study (Bradley 2005). The competitiveness in an existing market some possible factors are needed to be analyzed such as: With the help of some invention obtaining sustainable competition Advertising Transparency degree Interrelated concentration ratio Impact of competitive strategies Figure 5: Porters five forces (Source: Chen, Liang and Yueh 2014, pp-5) Marketing Objectives of BreadTalk (SMART Objectives) Marketing planning is one of the most important diagnostic essential functions that are needed profoundly oriented to almost every organization (Alden, Hoyer and Lee 1993). The selection of the model and the model regarding isolated tactics are necessary to be undertaken by the company business analyst in a proper way (Zou and Cavusgil 2002). It the choice of the model went wrong then the entire efforts will go in vain. Specific This is one of the primary objectives that are acquired by the corporation to produce best quality food for the consumers (Kalish, Mahajan and Muller 1995). The quality maintenance of the food is imperative for any company. If the company does not maintain the quality of the food, then it will be tough for the company survives in the competitive business marketplace. In order to produce good quality food the investment level of the firm must be enhanced (Doole and Lowe 2008). Then only the ingredients required for the production of food will call as quality food. As the company is facing several competitions in the market, the bakery products of the company should contain unique flavor and incredible taste at the same time in order to attract consumers from various zonal regions (Peng 2013). Therefore, most of the important objectives for this bakery company is to produce good quality of foods. Measurable As per the assessment of the BreadTalk bakery the piece level of the company is comparatively higher than other baking organizations situated in Singapore (Coghlan 2015). Thus, in order to mitigate this issue the company is currently perusing certain activities. Initially, the company has certain manufacturing kitchen equipment, but those are time-consuming and used to take huge money for the maintenance (Kotabe and Helsen 1998). Therefore, the company is currently buying some advanced equipment those have advanced technologies and also take less for the preparation of the foods. Therefore, another important objective for this bakery company is to provide proper price ranges of foods. Achievable In order to achieve a huge number of consumers, the company is currently acquiring an expert group of highly experienced chef those who will provide good as well as various quality foods (Wicaksono et al. 2007). Apart from this, the company is also receiving advanced technical equipment and good quality ingredients for unique taste. Therefore, one of the most important objectives for this bakery business is to produce a variety of foods. In the Singaporean market the need for baking is very much high but from the economic perspective it is also known that the price will rise when the demand will rise simultaneously and at the same time when the demand will less that time also the piece will increase. For the consumer aspect if the price of bakery products is high then it is very evident that the users will avoid it. If they can easy obtain the same quality products at the lower price, then the customers will prefer that company. The Company used to provide all friendly and reliable services to the consumers. From the environmental aspects the report analyzed that in the North West zone, the company can provide its services with any complaint from the users because they have a friendly service for the clients of the enterprise (Coghlan 2015). But in a case of the southern east zone, the services provided by BreadTalk are not at all friendly for the customers. As the services are not friendly enough thus, from the different analysis, it is defined that user-friendly ambiance is vital for the development of the position of any company (Doole and Lowe 2008). As the company is declining for its products therefore beside the product improvement, a customer friendly service is also another primary objective of the enterprise. Therefore, one of the most important targets for this bakery business is to provide user-friendly services of foods. Realistic From the year 2000 onwards the company is providing a variety of food that includes different delicious desserts, biscuits, cookies, and pastries. There are many businesses situated in Singapore, which are producing different bakery foods, but the quality and the variation of the foods are advanced than Breadtalk (Doole and Lowe 2008). Though the company is having over 136 of outlets all over the world while it's time to face competition the rate of interruption is always very high than all others. Thus, the variation in food is paramount. Time Currently almost all the Singapore based bakery companies are providing excellent services to the consumers offline as well as online services regardless of the geographical location of the customers (Hooley and Beracs 1997). Not only this but also it provides a twenty-four seven service. BreadTalk Bakery Company is acquiring certain technologies that improve the service technique of the company (Metzger 2014). Initially, they do not have the facility to provide anytime anywhere services, but now they have the facility. Thus, it is possible for the company to provide excellent and efficient services to the consumers. Therefore, one of the most important objectives for this bakery company is to produce a variety of foods. Affordable ranges: The pastry and the other chocolate cakes produced by the firm range very high. Due to its expenses middle-income belonging people are unable to buy the products. Thus, affordable price of the products is critical for the company. If the consumers can obtain the same things at the lower price from other bakery shops, then the clients will not buy products from the enterprise. In order to mitigate this issue, the company is trying to decrease the price of the goods so that it would become affordable to all the consumers (Ehrnsperger and Pihlgren 2015). The other competitive companies in Singapore have an appropriate price range that is readily available for the clients of the products. Thus, from the logical business point of view, it is defined that management audit is needed to make a balance between the commercial investment and its respective outcome or benefits (Metzger 2014). Therefore, for BreadTalk bakery another objective of the company is to range its prices in an affordable one. Marketing Strategies and Programs of BreadTalk (7Ps Analysis) There are several marketing models followed by different marketing groups (Javaid 2014). The programs based on the marketing strategies are analyzed with the help of the Porters five forces, PESTLE'S analysis, 4P marketing model, and 7P marketing model, Belbin's, etc. Among many of the marketing strategies, the best-taken option is known as the 7p marketing model. BreadTalk Company uses 4p marketing model, but the report suggests one of the most famous models is 7p marketing model (Zou and Cavusgil 2002). As the 7p marketing model has some advantages and also extended features which the 4p marketing model does not contain. According to Bradley (2005) among different marketing theories and models the best solution suggested is the 7p marketing mix. The products produce by the company should be satisfactory to the customers or else the company will undoubtedly face a loss (Alden, Hoyer and Lee 1993). In order to bring benefits to the farm, the structure modeling and designing approach need constructive suggestions and concentration from other high level management authority of the company. Before producing any of a food product, the company must target certain cluster of consumers. This will do with the help of marketing mix and market segmentation (Leonidou, Katsikeas and Samiee 2002). Once the product produces by BreadTalk Bakery Company launched in the market, some steps are required to be followed to overcome the issues arising regarding their marketing and sales. Some matters come under consideration for the commercialization sales. The product target Expectation of the consumers for the particular product Advantages level over other competitive bakery products produces by other companies Different selling points measurement Planning to make the position of the manufactured product within the competitive marketplace The existing model used by the bakery company is 4p marketing model, and the factors which are important to be analyzed are product, place, price and promotion. The components of the marketing mix are served to the consumers of the company leading products (Ehrnsperger and Pihlgren 2015). In the 4p marketing model there are only four elements that come under consideration but in a case of 7p marketing model, there are seven components that are needed to be measured to calculate the overall marketing and sales of the company products. The objectives of the 4p marketing mix model help an organization to provide effective outcomes to the marketplace (Norris 1992). While the BreadTalk Company is using this model they concentrated on the availabilities: Production of the products as per the consumers need Affordable price range Availability of the products at all the outlets of the company Availability of the product information to the consumers all over the world regardless of time and the geographical location: 7p Marketing Mix Analysis Here, the report suggested BreadTalk Company to implement 7p marketing mix in their model designing approach (Knight 2001). The questionnaires indicated above can be answered in a well-organized manner only if these questions analyzed. There are about seven elements found in a 7p marketing mix (Leonidou, Katsikeas and Samiee 2002). The answers to the questions help an organization to build a perfect design. The 7p marketing mix model has strictly interrelated to the product strategies also (Biswas et al. 2012). The components of the 7p marketing mix are as followed: Price: In this model, there are lots of different price fixing strategies available. This approach is made to attract the consumer all over the world (Metzger 2014). A whole pricing procedure is beneficial to the company as well at the same time. Every organization offers a particular charge for individual products. It is termed as the second most important components in the process of the marketing mix. The price fixing of a particular product is paramount in order to satisfy the consumers of the company. There are some factors which are needed to be measured for the price fixing. The factors are as followed: Demand for the product in the market Cost of the product Ability for payment of the products Price fixed for the same product in other companies Legal and economic restrictions Even it can be said that the product produces by the corporation must have a perfect price value as it makes a powerful effect on the consumer need (Keegan and Schlegelmilch 2001). It also affects the profit calculation of the firm. Promotion: The promotion of any product is the ultimate resulting outcome of all the components (Srinivasan 2014). The summation of the components can move up the string and down string as well. If the company is running in benefit, then it will be known as up line and vice versa. If the products produce by the corporation meet all the requirement of the customers then the marketing efforts given by the organization is said to be useful. But in case if it does not reach the requirements as per the consumers' choice then the effort will be in vain (Keegan and Schlegelmilch 2001). Majorly it can be defined that the promotion is the outcome of the summation of all other components of a 4p marketing mix. People: For the provision of the services most of the essential ingredients are the people rather the consumer of the products (Ehrnsperger and Pihlgren 2015). The customers of the products give the final acumen about the provision and the delivery structure. Process: According to Sengupta and Chattopadhyay (2006) In BreadTalk bakery to avoid any confusion efficient service is needed to be treated. The information and the data flow of the process must follow a proper way. Otherwise, it will cause the interruption in the process. Physical evidence: The physical evidence mainly describes the service destination of the product served by an organization (Leonidou, Katsikeas and Samiee 2002). It is precisely interrelated to the operation made by the retailer shops. Products: Product leads to the manufacturers of breadTablk. The pastries and bakery products that are mainly produced by the company are judged with the help of gain received and at the same time, the customer feedback. If the feedback gives positive vibes to the management team, then the product will be determined as lining user-friendly (Srinivasan 2014). Breadtalk products are declining in the competitive market. Thus, they must obtain new and advanced strategies (Nguyen 2015). Products take different forms while it is launched in the competitive marketplace (Srinivasan 2014). In other words, it can be said that it is referred to the services and products offered by any of an organization. The consumers do not pay for any of a tangible product rather they spent money for their satisfaction (Kogut, B., 1993). As BreadTalk is a bakery company the products are required to be tasty in order to achieve more consumers and also to satisfy the existing customers. Products can also be desc ribed as a cluster of benefits to the company. Thus, it can be said that assemble of all the factors should be done in proper and well organized, proportional manner else different organizational loss will arise. Place: The term place in the 7p marketing mix defines the source of the manufacture of the declining products (Putra and Harijanto 2015). The Company produces its products for the sake of the customers need. Therefore, the availability is paramount for any of them (Metzger 2014). It is the third most crucial element in 4p marketing mix model designing. This term is related to the anytime anywhere services offered by an organization. It is essential that the pastries and bakery products should be available in South East Asia (Norris 1992). The manager of the company is bound to make the profit from the southeastern zonal region (Kalish, Mahajan and Muller 1995). Therefore, they must open some more outlets over there so that the consumers belonging to that section will be able to avail the products whenever the need. Apart from this, the convenient profit can also be made if the service is found to be user-friendly. Again BreadTalk can also offer franchises to the nearby southeastern z one (Javaid 2014). If it is restricted to the company to sell its products directly to the consumers then, they can take the help of third-party selling team. If the company provides the facility of third party retailer holds, then it will be beneficial to the consumers and to the company itself. Figure 6: 7p marketing mix model (Source: Chen, Liang and Yueh 2014, pp-3) Marketing Monitors and Controls After calculating all the marketing elements it is found that previously the company used 4p marketing mix model, but in this case, the components of 4p are not much advance (Kotler 2009). Therefore the report suggested BreadTalk bakery company implements 7p marketing model so that the company could attain the significant amount of benefits (Doole and Lowe 2008). The marketing monitoring process monitors the entire process flow of BreadTalk. The top managerial team scans the overall stem from the source to the ultimate destination (Ehrnsperger and Pihlgren 2015). The methodologies focus on all the relevant business analytical factors. The structure design to the profit gained by BreadTalk is controlled and monitored by the financial and audit team. Figure 7: Images of marketing environment (Source: Biswas et al. 2012, pp-260) Conclusion and Recommendations At the end of the report it can be said that the suggested marketing model is constructive enough to ensure the increment in sales for BreadTalk. In this report, the practical outcomes of the models are discussed elaborately so that the managing director of the company in the southeast region will understand the efficiency of the design correctly. In this report, all the marketing models, porter's five forces, PESTLE analysis and difficulties facing the company are also discussed in a well-organized manner. The current revenue of the organization implies that due to the declining products it is becoming difficult to obtain a good position in the competitive market for BreadTalk bakery. But if it follows the 7p marketing mix model in order to launch its products in the market then the benefit structure will increase. The constructive recommendations for BreadTalk are as followed: Advertisement through different medium such as Facebook, LinkedIn, Twitter, Instagram, Local Cable TV Channel, Banner, etc. Improvement of food quality Catering approaches in organizations Increment of number of Outlets including staff Positive environment for the consumers References Alden, D.L., Hoyer, W.D. and Lee, C., 1993. Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis.The Journal of Marketing, pp.64-75 Biswas, B., Ullah, M., Absar, N. and Manchur, A., 2012. A comparative analysis in the macro and micro nutrient compositions of bakery food products available in the Chittagong city corporation, Bangladesh.Nutrition Food Science,42(4), pp.256-260 Bradley, F., 2005.International marketing strategy. Pearson Education Breadtalk.com (2016).BreadTalkGroup- Home. [online] Available at: https://www.breadtalk.com [Accessed 5 Jul. 2016] Chen, C.C., Liang, C. and Yueh, H.P., 2014. The business policy and strategy of online marketing: A case study of the Sinyi Township farmers association in Taiwan. InInternational Conference on Business and Information (BAI2014), International Business Academics Consortium, Osaka, Japan. July(pp. 3-5). Coghlan, D., 2015.Competitive Dynamics In The Irish Bakery Industry: A Study Of The Antecedents of Competitive Action in the Irish Bakery Industry Through the Lens of the Awareness-Motivation-Capability Model(Doctoral dissertation, Dublin, National College of Ireland). De Mooij, M., 2013.Global marketing and advertising: Understanding cultural paradoxes. Sage Publications Doole, I. and Lowe, R., 2008.International marketing strategy: analysis, development and implementation. Cengage Learning EMEA. Ehrnsperger, K. and Pihlgren, J., 2015. Marketing of free-from products in Swedish bakeries and patisseries Erramilli, M.K., 1991. The experience factor in foreign market entry behavior of service firms.Journal of international business studies,22(3), pp.479-501 Hollensen, S., 2001. Global Marketing: A market-responsive approach. Hooley, G. and Beracs, J., 1997. Marketing strategies for the 21st century: lessons from the top Hungarian companies.Journal of Strategic Marketing,5(3), pp.143-165. Jain, S.C., 1989. Standardization of international marketing strategy: some research hypotheses.The Journal of Marketing, pp.70-79 Javaid, J., 2014. Marketing Research Innovative Product Launch in Indian Sanitation Industry. Johansson, J.,K. Global Marketing: foreign entry, local marketing global management. Boston: Richard D. Irwin, 2000. ISBN 0-07365863-4 Kalish, S., Mahajan, V. and Muller, E., 1995. Waterfall and sprinkler new-product strategies in competitive global markets.international Journal of research in Marketing,12(2), pp.105-119 Keegan, W.J. and Schlegelmilch, B.B., 2001.Global marketing management: A European perspective. Pearson education Knight, G.A., 2001. Entrepreneurship and strategy in the international SME.Journal of international management,7(3), pp.155-171 Kogut, B., 1993. Designing global strategies: Profiting from operational flexibility.Readings in International Business, The MIT Press, Cambridge, MA, pp.195-213. Kotabe, M. and Helsen, K., 1998. Global marketing management.New York Kotler, P., 2009.Marketing management: A south Asian perspective. Pearson Education India Kumar, V. and Rajan, B., 2012. Social coupons as a marketing strategy: a multifaceted perspective.Journal of the Academy of Marketing Science,40(1), pp.120-136. Leonidou, L.C., Katsikeas, C.S. and Samiee, S., 2002. Marketing strategy determinants of export performance: a meta-analysis.Journal of Business research,55(1), pp.51-67. Metzger, K., 2014.Business analysis of UK supermarket industry. GRIN Verlag. Mwangi MM.Adoption of green marketing strategies by fast moving consumer goods manufacturers in Nairobi city county(Doctoral dissertation, University of Nairobi). Nguyen, Q., 2015. Business Plan For Online Bakery Concept. Norris, D.G., 1992. Ingredient branding: a strategy option with multiple beneficiaries.Journal of Consumer Marketing,9(3), pp.19-31. Peng, M.W., 2013.Global strategy. Cengage learning Putra, G.K. and Harijanto, R., 2015. The Impact Of Customer Value Proposition Towards Purchase Intention Of Chesa Cup.iBuss Management,3(2) Renko, N., Sustic, I. And Butigan, R., 2011. Designing marketing strategy using the five competitive forces model by michael e. Porter-Case of Small Bakery in Croatia.International Journal of Management Cases,13(3), pp.376-385. Ryu, S., Jang, W. and Cho, H., 2014. China Market Entry Strategy Of Paris Baguette.Journal of Business Case Studies (Online),10(2), p.155. Sengupta, K. and Chattopadhyay, A., 2006. Importance of appropriate marketing strategies for sustainability of small businesses in a developing country: case of bakery chains of Kolkata, India.Asia Pacific Journal of Marketing and Logistics,18(4), pp.328-341. Srinivasan, R., 2014.Services marketing: the Indian context. PHI Learning Pvt. Ltd.. Wicaksono, A., Kotier, P., Kartajaya, H. and Huan, H.D., 2007. Think ASEAN! Rethinking Marketing toward ASEAN Community 2015 Zou, S. and Cavusgil, S.T., 2002. The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance.Journal of marketing,66(4), pp.40-56

The Shawshank Redemption Essay Thesis Example For Students

The Shawshank Redemption Essay Thesis The Shawshank RedemptionFor my film analysis, I chose the movie The Shawshank Redemption. FrankDarabont directed Shawshank and wrote the screenplay based on the novel RitaHayworth and Shawshank Redemption by author Stephen King. The movie was made in1994 and produced by Niki Marvin. The movie stars Morgan Freeman and Tim Robbins as two convicts servingtime in a New England prison named Shawshank. Tim Robbins plays a man namedAndy Dufresne, a banker, who gets convicted of murdering his wife and her loverand is sent to prison in Shawshank. Andy eventually becomes good friends with afellow convict by the name of Ellis Boyd Redding(Morgan Freeman) who is able toget anything for anyone within reason. The story follows the prison life ofAndy Dufresne and his eventual escape from Shawshanks walls. The movie follows a formalistic style of direction under Frank Darabont. He interweaves scenes with nice fluid shots. The shots are not jarring or roughcut. Darabont tends to take the story at a distance allowing the characters toestablish their traits to the audience instead of pushing a barrage of anglesat the audience. The position of the camera is intricately placed in all scenes. The movie is a perfect example of classical cinema. The most unique part about the style of the movie is in thecinematography by Roger Deakins. The whole story looks like it was filmed witha blue filter. The filters give a special beauty to the scenes, which in turncauses more dramatic feelings for the audience. With this filter the movietends to bring out the two different colors of blue and brown. The blues of theuniforms are all the more dramatic compared to the drab brown buildingssurrounding the prisoners. The colors also produce dramatic irony in the lastscene of Red and Andy on the beach. The blue and brown colors that once gavefeelings of confinement and despair in the prison are now colors of freedom andhappiness. The lighting that goes along with the scenes are also interesting. Thewhole movie is shot primarily in high contrast with the exception of the guardswho are mostly in the shadows. The lighting that follows the guards present adarkness to their characters, they are displayed as harsh and villainy. Theviolent scenes all take place in the shadows as well, with low key light. Thelighting of these scenes give a sense of violence without actually showing itin the film. The screenplay written for The Shawshank Redemption is exact and precise,everything in the movie complements the development of characters and presentsunderlying motifs such as prisoners dependence from long term incarceration,prisoner camaraderie, and feelings of hope in hopeless situations. The plot hasa smart climax that is not fully understandable until the last few scenes. Theending is a total surprise as to how Andy escapes from Shawshank. The movie isbrought together with the clever narrations by Red(Morgan Freeman). Byhaving Red narrate, the audience quickly identifies with the prisoners, thereare certain common traits that the characters and audience share that producesympathy for the incarcerated criminals. The use of narration also brings out asense of fate. The use of a narrator also helped tremendously as to explainingthe details of how Tim Robbins character escapes from the jail. The dialogue is also clever and witty at times. The movie has manymemorable quotes such as when Andy tells red, On the outside I was alwaysstraight as an arrow, I had to come in here to be a crook and You either haveto start living or you got to start dying. Some other quotes in the movie area little more subtle like when the warden hands Andy his bible back with thewords, Salvation lies from within. Only at the end of the movie do we findthat Andy had hidden a rock pick in the bible that the warden had given him. .ub730d05b563b49054f65bb06b210d2c3 , .ub730d05b563b49054f65bb06b210d2c3 .postImageUrl , .ub730d05b563b49054f65bb06b210d2c3 .centered-text-area { min-height: 80px; position: relative; } .ub730d05b563b49054f65bb06b210d2c3 , .ub730d05b563b49054f65bb06b210d2c3:hover , .ub730d05b563b49054f65bb06b210d2c3:visited , .ub730d05b563b49054f65bb06b210d2c3:active { border:0!important; } .ub730d05b563b49054f65bb06b210d2c3 .clearfix:after { content: ""; display: table; clear: both; } .ub730d05b563b49054f65bb06b210d2c3 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ub730d05b563b49054f65bb06b210d2c3:active , .ub730d05b563b49054f65bb06b210d2c3:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ub730d05b563b49054f65bb06b210d2c3 .centered-text-area { width: 100%; position: relative ; } .ub730d05b563b49054f65bb06b210d2c3 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ub730d05b563b49054f65bb06b210d2c3 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ub730d05b563b49054f65bb06b210d2c3 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ub730d05b563b49054f65bb06b210d2c3:hover .ctaButton { background-color: #34495E!important; } .ub730d05b563b49054f65bb06b210d2c3 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ub730d05b563b49054f65bb06b210d2c3 .ub730d05b563b49054f65bb06b210d2c3-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ub730d05b563b49054f65bb06b210d2c3:after { content: ""; display: block; clear: both; } READ: Education In France EssayOne of the best scenes in the movie is when Andy is looking through somerecords that the state has just sent to the prison. He decides to play therecord on the intercom and locks himself in the room so the guards wont stophim. The camera goes through a montage that captures the prisoners love for asimple thing such as listening to a record. The montage consisted mostly ofpanning shots with a crane shot mixed into it. The montage was made fluidlywith the camera moving at the same speed in all the shots. The director tookspecial notice to the actors expressions by using many close-ups in a moviethat does not consist of many close-ups. The lighting on this scene was evenlyilluminated, there were no shadows evident. The director wanted to get thefacial expressions and convey there feeling of yearning for simple freedoms. The mise-en-scene for this montage was strategically done to express thenumber of prisoners the music was reaching. The prisoners are all evenly spacedout in the courtyard with the crane shot moving up enhancing the idea that themusic is reaching great masses of people. The music in the montage has thefaint static that makes the audience aware that the music is coming from theintercoms. The music also helps add to the atmosphere of the scene causing asurrealistic feeling of calm. The acting is also done quite well. The reactionsof the prisoners turns from surprise to appreciation in a realistic way. Another scene worth noting in this analysis is the scene in which acharacter named Brooks(James Whitmore) feeds pigeons in the park. The audiencelistens to the man recite a letter in which he has recently sent his friends inprison. The acting by Whitmore resembles that of a lonely old man. The lightsource in the scene seemingly comes from the sun, causing the trees to caststreaks of shadows onto the character. What makes this a particularly goodscene is the directors choice of angles. The camera at first pans along theground, giving us a full shot of the pigeons eating seed. It then tilts up intoa low angle shot of the old man. The camera gently slows to a close-up of themans facial expression. Darabont then shows us a full shot with the mansitting on the bench all alone. This scene conveys a sense of emptiness to theaudience which is dramatic and memorable. Overall, Darabont uses affective methods of filming, causing theaudience to feel Andy Dufresne desperation, sense of hopelessness, and finallyhis exhaltation after escaping from prison. The movie is a modern example ofthe classical style of cinema.