The Treatment Of Women Within The Criminal Justice System

There have been many changes in the treatment of offenders by the Criminal Justice System in England and Wales, particularly the treatment of female offenders. The handling of women within the criminal justice system has been closely tied to their social characteristics, and to what might be described as their ‘social construction’. On the other hand, women who compromise more than half of the world’s population, account for only 15% of criminal activity and as a consequence, relatively little attention has been given to them. This essay will explore how this has changed from a historical point of view to modern times, with exploration from cross-culture comparisons and an overview of the treatments of females in prisons. The legal definition of crime is â€Å"an act of violation of a criminal law for which a punishment is prescribed; the person committing it must have intended to do so and must have done so without legally acceptable defence or justification† (Walsh Hemmens 2008:2). Alternatively, deviance is any social behaviour which departs from that regarded as ‘normal’ or socially acceptable within a society or social context (Jary Jary 1991:160). The underlining focus of my essay is The Criminal Justice System in England and Wales which is a key public service consisting of various bodies and individuals including: the Police, Crown Prosecution Service, Her Majesty’s Court Service, National Offender Management Services (Probation and Prisons) and Youth Justice Board.Show MoreRelatedChallenges Faced By Female And Aboriginal Offenders Essay1420 Words   |  6 Pagesthe overrepresentation of Aboriginal people in the criminal justice system also poses several concerns. Female offenders on the other hand have a higher risk of having administrative, and mental health issues. This paper will address both factions and their individual problems and the reform that is needed within the criminal justice system. Aboriginal offenders have a diverse set of challenges they face in their community, and in the prison system. There are many cases in which the community is involvedRead MoreWomen Of The Criminal Justice System1364 Words   |  6 Pagescreated to work with women in each stage of the criminal justice process. The three stages referred to within this organization are women who are at risk, are involved in the criminal justice system, and recovery and transition from institutions, to effectively reintegrate back into society (Elizabeth Fry Society of Greater Vancouver, 2012). The organization was established by Elizabeth Fry, 1839, who was deemed a significant advocate for humane treatment of women, specializing in women and children regardingRead MoreInjustice Is An Unfair Treatment1209 Words   |  5 Pagesdoesn’t speak up about unfair treatment, they are allowing injustice to infect everyone. The Webster dictionary definition states, â€Å"Injustice is an unfair treatment o r situation in which the rights of a person or a group of people are ignored (Merriam-Webster).† There are various examples of injustice in the Criminal Justice System, the occupation field, and the education system that negatively impact the citizens in America. To begin with, the Criminal Justice System is meant to protect citizensRead MoreCriminology And Sociology : Criminology1296 Words   |  6 Pagesbetween everyday people to vastly complex international or multinational relationships. Within this they attempt to understand the social processes; that is why humans think and behave in a certain way. Concepts and Theories of Criminology and Sociology: The generalisability problem is a concept within feminist criminology that adds women to male knowledge on crime, thereby the findings on men are generalised to women. This concept aims to create a neutral criminological theory that does not have anyRead MoreInjustice Is An Unfair Treatment1212 Words   |  5 Pagesdoesn’t speak up about unfair treatment, they are allowing injustice to infect everyone. The Webster dictionary definition states, â€Å"Injustice is an unfair treatment or situation in which the rights of a person or a group of people are ignored (Merriam-Webster).† There are various examples of injustice in the Criminal Justice System, the occupation field, and the education system that negatively impact the citizens in America. To begin with, the Criminal Justice System is meant to protect citizensRead MoreResearch Outline, Annotated Bibliography, and Sample Survey: Women in Prisons1365 Words   |  5 PagesResearch Question and Justification On average, women make up about 7 percent of the total federal and state incarcerated population in the United States. This has increased since the 1980s due to stricter and more severe laws that focus on recreational drug use, a lack of community programs, and fewer treatment centers available for outpatients (Zaitow and Thomas, eds., 2003). According to the National Womens Law Centers, women prisoners report a higher than statistically normal history of domesticRead MoreMental Health, Gender And Drug Addiction1236 Words   |  5 PagesDiscussion Within the analysis of the dissertation, it has been recognised that there were three key themes associated with my findings: mental health, gender and drug addiction. We will dis-cuss the three documents chosen and highlight the themes which occurred. Though gender didn’t appear as much in two of the documents, it has relevance to the dissertation and was titled within the MoJ document, which recorded a high degree of statistics relating to gender. Following on from the three themedRead MoreThe Importance Of Clinical Psychology Within The Correctional Setting1285 Words   |  6 Pagesin the future. However, women experience many barriers after being released, such as being treated as outcasts, an inability to find employment, being judged for their criminal behavior, and experiencing shame (Dodge Pogrebin, 2001). This shame is exacerbated for women because of the social definitions of what it means to be a woman, mother, and citizen. The stigma these women experience ca n potentially lead to further criminal acts. In addition, inadequate treatment has implications not justRead MoreMinorities and Women in Criminal Justice1064 Words   |  5 Pagesminorities and women in the criminal justice system . Sexism still exists in the United States. Sexism against women is shown in the media and indicates that sexism still pervades in our society. Another key issue is the overrepresentation and disparities among minorities in the criminal justice system. After the act of September 11, racial profiling and other acts of racial hate crimes suggests that racism occurs. Another key issue that indicates that racial disparities occur in the criminal justice systemRead MoreEssay on The Effects of Gender on Prisoner Interactions 1464 Words   |  6 PagesCourt decided that forfeiting liberties and personal rights were consequences of the crime committed. Prisoners were viewed as slaves. In addition, losing citizenship rights meant losing the ability to complain about living conditions (Peak, 2010). Women and men were subjected to horrible prison conditions in which the living conditions were fifthly, overcrowded and harsh. Often times they were beaten and sexual abused by male guards (Stuart von Wormer Bartollas, 2011). It was not until the 1960’s

Descriptive Essay - Original Writing - 788 Words

I did my best to straighten up a bit for my impromptu guest; quickly discarding a few empty low balls that had marked their territory on the old coffee table with rings of dried condensation. The single bed and bath apartment wasn t particularly large but it was open with only a short wall separating the living area from the kitchen. The aforementioned bedroom and bathroom being the only rooms that were completely enclosed. The living area doubled as my office and with a bit creative decorating, didn t feel as cluttered as it truly was. A large wooden desk found residence at the back of the room, my hand-me-down office chair and two gently used wooden chairs sat on opposite sides of the wooden center piece. A dark brown leather sectional took the for front and served as make shift seating for waiting clients, not that there were ever any waiting. â€Å"This place hasn t changed much.† My visitor continued to make small talk, â€Å"Well the desk and filing cabinets are new.à ¢â‚¬  I answered him as I attempted to make the apartment more presentable, â€Å"Yeah, I put those in when I got the door installed.† He flipped through an open file that laid on the solid old desk, â€Å"So what have you been up to?† I grabbed a copy of a two day old news paper and handed it to him. â€Å"Holy shit Mo, this was you? What happened?† I reached over and turned the page and pointed to the continuation of the cover story. â€Å"God damned! You shot him in the neck?† I sighed heavily, â€Å"Yeah, I shot him in the neck;Show MoreRelatedDescriptive Essay - Original Writing1110 Words   |  5 PagesI don’t know how I got to where I am, but I’m here now, and I have to win if I want to live. 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Marketing Plan for Euro Solar Company †MyAssignmenthelp.com

Question: Discuss about the Marketing Plan for Euro Solar Company. Answer: Introduction Euro Solar Company is an Australian firm that specializes in designing, manufacturing, and distribution of solar products and solar energy systems. Currently the company designs differentiated high quality products that cuts across 3kw system, 5kw system, and 10kw system. The company started its operations in 2011 with only 4 employees and a 100 square meter warehouse. The early operations of the company sought to understand as different ways that the company could continue to provide high quality products and a market leading customer services. In a period of six years, the company saw employees increase from the initial to 150 skilled and full time employees. In addition, the company also employed countless number of contractors and officers in major markets. This shows that the company has indeed, grown to become a driving force for solar power in Australia (Euro Solar, n.d.). This report is a marketing plan document that explain the situational analysis, the marketing objectives, and strategic and implementation plans. Furthermore, the report looks at among other things, the lifecycle analysis (PLC), and the BCG matrix that shows the position of the products offered by the euro Solar in relation to other competitors. The Ansoff analysis and the mission of the company. In addition, the paper also presents a developed brand positioning strategy and a positioning map. Currently, Euro Solar enjoys a strength of medium market position in Australia. The company competes against other established companies such as AGL and Alinta Company in designing and manufacturing of high quality energy saving products. In addition, it is critical to point out that the company already has a 100% ownership of its resources. Hence, the company medium market position in retail sector assured the company of having a higher bargaining power in creating a sustainable competitive advantage. Diversified products lines ensures that the company produces differentiated products that suits the needs of its customers. Currently the company designs differentiated high quality products that cuts across 3kw system, 5kw system, and 10kw system. This strategy has ensured that the company attracts two categories of customers; individual households and commercial sectors. Extensive focus on renewable saving products ensures that the company operates the largest energy saving products across Australia. Besides, the company focuses on ensuring that everybody embraces clean energy that consumes less power such as solar, landmills, and wind. Euro Solar operates as number one retailer of high quality energy saving products. In spite of taking the first position as a retailer, the company still lacks an infrastructure that can help it transport clean energy to end customers. Euro Solar seems to depend solely on consortium of producers in order to supply products to its customers. This brings out the obligation of paying delivery costs. This aspect is likely to have greater impact in its supply chain to the target market when it comes to the distribution of products. The geographical concentration of Euro Solar has been found to concentrate its operations around Australia. Customers that purchase the company products are located in many areas including Queensland, South Australia, Victoria, and New South Wales. This implies that a high dependence on some regions would increase the company risk. Furthermore, it is likely to expose the company to local economic and operating conditions. The ever-growing concern over environment and energy prices, consumers and governments around the world continue to embrace renewable energy products. Euro Solar Company has now taken measure that lead to development of renewable operations. For example, at the start of 2015, the company designed 2kw, 3kw, and 4kw systems. The increased demand of the company products and requests from customers has made the company to add to its products, other categories including the 5kw, 6kw, and 10kw systems. Developing different product portfolios is a way of ensuring that the company meets the future demand for electricity as well as the market share within Australia. The market offers strategic opportunities for the company to sign agreements and make partnerships with other well performing companies. For example, currently, the market present a number of well established and small companies that have resources. The initiative to formulate strategic agreements and partnerships will become the best way to gain resources and expand in other markets. Furthermore, a strategic move will ensure that the company experiences relatively lower costs. The nature of an environment where the company operates has remained volatile. The market seems to experience frequent changes in consumer demand and economy. This necessitates the need for the company to identify and respond effectively to any market conditions. Such changes can include market structures, marketing objectives, and growth objectives. In case management or marketing department fails to achieve the set objectives, this will cause serious implications to the company profitability. In most cases, the company might end up losing its loyal customers and hence, market share. Negative influence on product delivery can contribute to a bad word-of-mouth. This could also be one way that the company can lose its market value. Centrally coordinated processes have been adopted to deal with electricity supply in Australia. Currently, the market experiences volatility in spot prices. Besides, this could rise several folds to the average market price within a short period. As Euro Solar would end up buying electricity requirements in the future, the company is likely to experience a risk of price increases. This could The company operates in a market under regulations from environmental, territory, and commonwealth laws. Furthermore, the company is subject to a number of environmental laws and regulations. In addition, the company operations have been subject to non-compliances. the above types of stringent regulations are likely to have negative impact to a company revenue. SWOT Matrix Strengths Medium market position Diversified products lines Extensive focus on renewable saving products Weaknesses Lack of infrastructure Geographical concentration Opportunities Design and manufacture of new renewable projects Strategic partnerships with other companies Threats Volatility in the market Volatility in prices Increased government regulations Table 1: SWOT matrix Euro Solar Process: A Free Assessment on the premises. Establish a quote based on the information given. Demonstrate cost savings. Submit follow though Grid Connection applications for approval on the specified size systems. Manage projects from beginning to end They organize all paper work Marketing Objectives Any company that seeks to market and create awareness in a market should seek to formulate objectives based on SMART framework. According to Grzegorczyk (2013) for instance, such objectives should remain specific, measurable, realistic, and time bound. In the case of Euro Solar for example, the following objective will ensure that the company achieve higher growth: Increase the market awareness among the Australian households by 25% over a period of 32 months Increase market awareness among the Australian Corporation for the next 24 months. Increase on the volume of sales from the current AUD$2000 to AUD$6000 over the next 24 months in order to gain a sustainable growth level. Marketing Mix Strategies Product marketing of products should consider a number of elements. Currently, the company retails high quality products that meets customer value. The marketing department should also use product varieties that meet the needs of customers. Currently, the company manufactures a variety of products lines. Such a high number of product variety attracts customers that prefer small, medium, and large quantities. Packaging should also play a critical role in the manner in which the company covers and protects from external damage. Pricing of products considers the costs of transportation, operational, and any other external element such as taxation. Currently, the company prices its products at a premium product than its competitors. While this strategy depicts such products as premium in adding value, this strategy locks out a number of customers with lower income. Therefore, marketing to a larger population in Australia can be achieved through discounting or psychological strategies. The can implement the later strategy by offering a lower price margin to customers that buy solar products and solar energy systems in large quantities. While on the other hand, psychological pricing can come into effect by offering relatively lower prices in formats such as $0.99, $1.99, or $2.99. This approach makes a majority of customers perceive the products as affordable. Place offers the distribution channels that a company use to ensure that products reach the target customer. Currently, the company distributes the products through its standalone stores located in uptowns. This strategy locks out many customers who prefer the products but cannot access them because of their geographical location. Therefore, the company can increase accessibility to its products by opening up more stores, through retailers, supermarkets, electronic shops, and warehouses. Besides, the company can also use petroleum stations where people frequent when filling their motor vehicles. The marketing department need to develop a total communication mix that incorporate public relations, personal selling, direct response, interactive marketing, sales promotion and advertising (). Even though the company has applied advertising strategies, such a strategy has taken into effect print media. This marketing plan recommends that the company consider using directories, billboards, and motion pictures to help create an awareness. Besides, the company need to contract The Sphere Agency Company to conduct print and billboards for effective marketing. Furthermore, the company should use sales promotions through free samples and free trials of its solar energy systems and panels. While on the other hand, public relations will become effective through sponsoring of special events such as conferences, seminars, and sporting events in Australian communities. In addition, personal selling can involve training sales presentations in areas of marketing and sales. The advancement in s ocial media platforms has come to offer companies with the best tools to reach virtual customers located in different markets. Direct marketing should take the form of sending direct mails to customers, creating social media accounts in Facebook, YouTube, Instagram, and Twitter. As indicated in table 1, the marketing department should contract with companies such as Impressive Digital Agency and Luma pictures Company. Brand positioning strategies A company brand remain part of its livelihood. Garg, Singh De (2016) explain that it refer to the personality statement for a company and the declaration of values. When a company selects on a right positioning strategy, positioning is likely to create an impression in the minds of customers. Consequently, it is from this that customers can become loyal. Customers prefer to engage with companies at a more personal level. Most importantly, strong brands makes it easier for customers to identify, strengthen the relationship, and trust new products or services. This marketing plan therefore, suggests that Euro Solar marketing department formulates the following brand positioning strategies. As indicated in the company profile, it is apparent that the company has succeeded in increasing the volume of sales because of designing and marketing high quality solar products and solar energy systems. The company ensures that the product are of high quality throughout Australian market. With this in mind therefore, the marketing plan should focus on ensuring that the company gives its products and services high level of quality. Besides, the company can also go ahead to combine this with other positioning strategies. Furthermore, marketing management should continue to emphasize the commitment of a company on quality products across the three categories of electrical appliances. For instance, the best way to do this and create a competitive advantage would be through narrowing the focus on all solar products and three categories of solar energy systems. Management should approach value and price positioning through two ways. The two ways depend on quality of products. First, the company can apply a high-end tact. This approach can ensure that the company gets to exploit the psychological belief of customers that the products offered by the company are expensive. Second, the company-marketing department can also opt to cement the products as those that provide the highest value than those being offered by competitors. This will make it easier to consider value-priced products. Celebrity-driven positioning strategy The marketing plan recommends that the company hire celebrities to act as the spokespeople. At any time the company introduces a new product in Australian market, celebrities should be used to endorse new products. This will become the most popular way for introducing a product brand in a market. According to Tsai, Hu Lu (2015), the goal for doing this will ensure that the company creates and strengthen awareness among its potential customers. Furthermore, this approach will ensure that consumers identify and recognize any brand manufactured by Euro Solar. Even though this might be an expensive route to take, majority of consumers have been found to trust celebrities because of their characters, behaviours, personalities, and what they stand for in a society. Most importantly, this will be the greatest way of making households and corporations follow the leads of celebrities. The sales representative should communicate the unique benefits of solar products and solar energy systems to the households and companies. Communication of unique benefits that products and services offer has remained a popular brand position. Management should use this strategy with the goal of highlighting Euro Solar most powerful attributes of energy saving, cost saving, and contribution to clean environment for sustainability. Action plans Marketing action plan What to do who Resources needed when Priority Emailing Communication Laptop and Internet Connectivity November, 5th 2017 medium Search Engine Optimization Impressive Digital Agency AUD$6,000 November 5th 2017 June 30th 2018 high Print Posters The Sphere Agency Company AUD$2,000 November 5th 2017 high Billboard The Sphere Agency Company AUD$3,500 November 15th 2017 April 20th 2018 high Motion picture Luma pictures Company AUD$4,000 November 15th 2017 March 20th 2018 medium Conduct sponsors to events Project department AUD$2,400 November 15th 2017 March 20th 2018 medium Plan for a tree planting day Corporate Social Responsibility Department AUD$6,000 December 10th 2017 low Social media marketing (Facebook, Twitter, Instagram, LinkedIn) Impressive Digital Agency AUD$6,000 January 15th 2017 April 20th 2018 high Table 1: Action plan The marketing department will rely on a control process to implement the entire marketing plan. According to figure 1 below, the first process will involve setting benchmarks as indicators that are both measurable and observable. The second process will involve evaluation. This process will ensure that marketing personnel compares what has been set and what the actual values that the company achieves. Consequently, this process will ensure that the person identifies any form of deviation. The mid-level management will therefore, identify the actual performance of the company against the established standards. Some of the questions to ask at this stage will include what, why, and what happened. For example, some of the measures that will be evaluated will include sales volume, marketing cost, and profitability (by marketing controller), and market share (performed by marketing executive). The last process according to figure 1 below will involve coming up with appropriate measures to help correct identified deviations. For instance, some of the appropriate measures will incorporate; Order-size decisions Territory decision Product decision Customer decision Product Lifecycle Analysis A product life cycle explain different stages that a product or service brand passes from time of development to a decline stage. During the development stage for example, the company starts to conceptualize the nature and other associated characteristics that will make customers purchase a product. The introduction stage is when the company takes early initiatives to introduce a new product in a new market. The fact that this form the early stages, such companies require vigorous marketing strategies to help the company create awareness in a market. Currently, the company is operating in a growth phase. However, the major challenge that the company experiences is management. This implies that the company management must be able to move from doing into managing its brands. The company has achieved this following the growth of the number of its employees from the initial 4 to more than 10 employees. Armstrong, al. (2012) explain that for majority of manufacturers, this forms an important stage at which they can start to establish and strengthen the position of their product. They can do this though increased sales, improvement in profit margins, and gaining a better position strategy. Euro Solar Company has achieved its current position in the life cycle by developing consumer demand while using activities such as promotional or marketing. Besides, it is critical to point out the advantages that the company enjoys at this stage. According to (, a company in a growth stage benefits from reduction in costs, increase market awareness among customers, and an increased profitability levels. However, Kurtz, Dave (2010) points out that companies in their growth stages tend to experience challenges. This implies that Euro Solar Company might be experiencing increased competition from already established companies, an urge to charge lower prices, and the need to adopt varying marketing approaches. The Boston Consulting Group (BCG) matrix above shows the position of Euro Solar Company in relation to other competitors. Currently, the only competitors that have achieved a high market growth and market share in Australia are Sunrun and Sunpower. Their position in the star position implies that the companies have spent much of their resources in marketing. However, Wood (2014) points out that any company that does this should be in a position to record high profits. Currently, Euro Solar position is the question mark. This indicates clearly that while the company has succeeded in operating in Australia growing market, the company has not yet achieved a high market share. Loana (2016) recommends that any company that positions itself in the question mark must start thinking on ways to translate the question marks to become stars. This implies that a company can continue to use its high market share. The above is in contrast to business that operate as cash cow. According to figure 1 for example, competitors such as Desa Australia has a relatively higher market share within a mature market. However, the fact that the company has a slower growth, management cannot think about investment needs. Nonetheless, the source of income offers such a company more cash to diversify its revenue streams. Conclusion This marketing plan has shown that the company internal analysis presents the company strengths because of its medium market position, diversified product lines, and extensive focus on renewable saving products. However, two key weaknesses that might affect future growth and marketing. Lack of infrastructure and geographical concentration. Management should utilize new renewable projects and partnership with other companies to attain more resources. Major threats likely to affect future marketing plans will include volatility in the market, prices, and government regulations. Proper marketing strategies should be in place to ensure that the marketing department creates awareness to all potential customers. References Abidin, N. (2014). Innovation Value Chain Capability in Malaysian-Owned Company: A Theoretical Framework. AIP Conference Proceedings, vol. 1614, pp. 936-940 Armstrong, G., Adam S., Denize, S. and Kotler P. (2012) Principles of Marketing, 5th Edition, Beard, DW, Dess, GG. (2012). Corporate-Level Strategy, Business-Level Strategy, and Firm Performance. Academy of Management Journal, vol. 24, no. 4, pp. 663-688 Blythe, J. (2006). Marketing (SAGE Course Companions series). London: SAGE Publications. Doyle, C. (2011). Marketing mix. A Dictionary of Marketing, a Dictionary of Marketing. Garg, S. A., Singh, H., De, K. K. (2016). Direct and indirect effects of marketing mix elements on satisfaction. Academy Of Marketing Studies Journal, 20(1), 53-65. Grzegorczyk, W. (2013). Marketing-mix strategies of banks in Poland. Research Papers of the Wroclaw University of Economics, (316), 41-54. Johnston, M., Scholes, K., Whittington, R. (2014). Exploring Corporate Strategy/Corporate Strategy (Book). Long Range Planning, 30, 6, pp. 947-948 Kurtz, Dave. (2010).Contemporary Marketing Mason, OH: Southwestern Cengage Learning. Loana, A. (2016). Marketing mix in financial investment services companies. SEA: Practical Application of Science, (1), 59-64. Milligan, S. (2012). Marketing Strategies. New Delhi: Research World. Tsai, C., Hu, Y., Lu, Y. (2015). Customer segmentation issues and strategies for an automobile dealership with two clustering techniques. Expert Systems, 32(1), 65-76 Wood, M. (2014). The marketing plan handbook (Fifth ed., Always learning). Boston: Pearson.

Segmentation Based on Shangrila Essay Example

Segmentation Based on Shangrila Essay Similarly, product positioning is an important element of a marketing. Product positioning is the process marketers use to determine how to best communicate their products attributes to their target customers based on customer needs, competitive pressures, available communication channels and carefully crafted key messages. Effective product positioning ensures that marketing messages resonate with target consumers and compel them to take action. Even companies, who have mass marketing phenomena, are now adopting this new world’s strategy i. . segmentation. The purpose of segmentation is the concentration of marketing energy and force on subdividing to gain a competitive advantage within the segment. It’s analogous to the military principle of concentration of force to overwhelm energy. Concentration of marketing energy is the essence of all marketing strategies and market segmentation is the conceptual tool to help in achieving this focus. The marketer must try to unde rstand the target market’s needs, wants, and demands. Need can be described as basic human requirements. People need food, air, water, clothing, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need. An American needs food but wants hamburger, French fries and a soft drink. Wants are shaped by one’s society (Kotler, 2000).. Strategically, the business must be centered on the customers more than the products. Although good and quality products are also essential, the buying public still has their personal preferences. If an organisation targets more of their needs, they will come back again and again and even bring along recruits. On the other hand, if an organisation push more on the product and disregard their wants and the benefits they can get, the organisation would potentially lose customers in no time. Unfortunately, getting them back would be the hardest part. Segementation: The process of dividing a market into meaningful, relatively similar, identifiable segments or groups 1. 0 Introduction: Marketing is a very important aspect in business since it contributes greatly to the success of organizations. Production and distribution depend largely on marketing. Marketing covers advertising, promotions, public relations, and sales. We will write a custom essay sample on Segmentation Based on Shangrila specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Segmentation Based on Shangrila specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Segmentation Based on Shangrila specifically for you FOR ONLY $16.38 $13.9/page Hire Writer It is a process of introducing and promoting the product or service into the appropriate market(s) and encourages sales from the buying public. Since the goal of marketing is to make the product or service widely known and recognized to the market, marketers must be creative in their marketing activities. Today where the world is being recognized as global village marketing has become vital ingredient for every business success. It is almost become difficult to every competitor to survive in market for a prolonged period because competition is cut to throat. Change or die is the core faith of marketing. Therefore, marketing has powerful potential to contribute to the highly important aspects of the organisational competitiveness, namely innovation (Kerin, 1992) and competitive analysis (Varadarajan, 1992). Effective marketing strategies or marketing campaigns often consist of a combination of several marketing tactics that work together in a synergistic way to establish brand, reduce sales resistance, and create interest and desire for products and/or services. Therefore, carrying out market segmentation, targeting and positioning are important elements of successful marketing. This means that the business will need to develop an appropriate marketing mix for each segment. Market segmentation enables a business to: †¢ accurately defi ne its markets; †¢ position products and services to match the demands of particular markets and segments; †¢ identify gaps in the market that it could fi ll; †¢ make more effi cient use of its marketing resources. According to Cartwright (2002), need is something that people cannot do without a want, is the method by which people would like the need to be satisfied. Demands are wants for specific products backed by an ability to pay (Kotler, 2000). Hence, market is to divide into groups of consumers or segments with distinct needs and wants. Doing the detailed understanding of the marketplace into strategic decisions and the targeting of appropriate customer groups. This targeting should emphasise on any differential advantages and adopt a suitable positioning within the target segments (Dibb and Simkin, 1996). This strategy of dividing the market in homogenous group is known as segmentation. Background Bandos Island Resort (hereafter BIR) established since 10th December 1972, located approximately 8 kilometers from the international airport and capital of Maldives, is one the best resorts among the 86 resorts of the Maldivian Tourism Industry (Ministry of Tourism, 2002). BIR has a comprehensive range of facilities such as accommodation, restaurants, recreational facilities and trained workforce to serve more than 450 guests at any one time and well-equipped Dive School and convention facilities (Bandos, 2002). The major markets are from China, Italy, United Kingdom, Germany and Japan. Purchases for operation of the resort are supplied from local suppliers and various suppliers from Singapore, Sri Lanka and UAE (Bandos, 2002) (see Appendix – 1A). Despite the speedy recovery by year 2000 from the impacts of Asia economic crisis since mid 1997 and the German economic slowdown since the East Germany and West Germany reunification inflammation and the El Nino effects in 1998, BIR experienced turbulent times due to world economic slowdown as a result of increased international terrorism activities and war on terror since September 11th terrorist attack on USA (Amir, 2003). Addition to the impacts of the global economic downturn, BIR faced major difficulties in year 2001 in their financial performance due to mismanagement within the resort (Waheed, 2003). With the remedial action to recover from the financial difficulties, the implementation of measures such as downsizing of workforce from 491 employees to 410 employees (Shareef, 2004), effective cost controlling, improved marketing strategies to improve the sales revenue, put firmly in place at the beginning of 2002, resulted in the end of a promising financial year in 2002. 2. Types of segmentations adopted by Bandos Through market segmentation, organisations divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs Kotler et al (2006). Therefore, market segmentation can be defined as the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviour that might require separate products or marketing programs. Hence geographic, demographic, psychographic and behavioural segmentation are most commonly used in the †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. . BIR enters in new markets serving a single segment, and when this proves successful than they add more segments (Bandos, 2012). Most importantly, BIR segments their market by geographically selecting locations where outbound holidays to tropical destinations have greater advantages available. Furthermore, BIR targets at demographic segmentation to target at honeymooners, families with children and recreational travelers within the geographic segmentation adopted by them. Kotler (1984) has identified four requirements that a marketer can use in evaluating the desirability of potential market segments, namely easureability, accessibility, substantiality and actionability. Once a segment has been identified which meets these requirements, it is possible to develop a product or service which meets the unfulfilled needs of this segment. While BIR targets mainly on five nationalities, Germans, Italians, British, Chinese and Japanese (Bandos, 2012), known as consistent and most prominent ma rkets even for the entire Maldives Tourism Industry for several years, facilities such as childcare, convention centre and dive school in Bandos have been important contributors of BIR’s demographic segment. Pickton and Broderick (2005: 376) argue that a company can target one or more areas and must be aware of the fact that data according to geographic segmentation may vary due to population shift. [pic] 2. 1. 1. Geographical Segmentation According to Pickton and Broderick (2005), geographic segmentation divides customers into segments based on geographical areas such as nations, states, regions, countries, cities or neighborhoods. BIR segments consumers by their nationality. Source: Sales and Marketing Department, Bandos Island Resort. It is important to segment according to geographic, due to the fact that the purchasing behaviour of the customers are influenced on where they live, work etc. (Gunter and Furnham, 1992: 5). Hence, BIR customizes their product, advertising, promotion and sales efforts to fit the needs of the geographical variables. The geographic segmentation is very useful when there are differences in a location where a product is marketed. The differences can be caused by cultural factors, traditions, politics etc. Furthermore, the differences can be significant in one segment, whereas in other segments the differences can e minor and less significant. (Gunter and Furnham, 1992: 5) Furthermore as a result of an increase in the globalisation today the geographic segmentation has been linked to other differences in socio-economic and demographic characteristics. The result of this type of segmentation is referred to as geodemographics (Gunter and Furnham, 1992: 7). The geodemographic segmentation co mbines the geographic segmentation with the demographic segmentation and thereby combines the study of the target customers with where they live (Pickton and Broderick, 2005: 376). Hence the geodemographic classifies the customers according to where they live in comparison to the way the social class defines consumers by their occupation and thereby the companies are more capable of predicting consumer behaviour (Gunter and Furnham, 1992: 7). 2. 2. Characteristics of geographical segmentation adopted by BIR 2. 2. 1. German market 2. 2. 2. Italian market 2. 2. 3. British market 2. 2. 4. Japanese market 2. 2. 5. Chinese market 2. 3 Positioning adopted by BIR Once the company has decided which market segments to enter it should decide what positions it wants to occupy in those segments. Market Positioning is arranging for a product to occupy clear, distinctive, and desirable place relative to competing products in the minds of target customers. A products position is the place that the product occupies relative to competitors in consumers minds. Here in this case the Starbucks has developed a unique market position for their products because if a product is to be exactly same like the others on the market than consumers would have no reason to uy it. Starbucks has positioned themselves in the market as a highly reputed brand (Kotler and Armstrong, 2006). In this case Starbucks has planned his positioning in such a way that it distinguish their products from competing brands and give them the greatest strategic advantage in their target markets. Starbucks has a descriptively simple statement to inspire and nurture the human spirit-one pers on, one cup, and one neighbourhood at a time. Starbucks positioning strategy was customer base so that it can give the best service more than what the customers expect. Starbucks has gained a competitive advantage over customer satisfaction and employee satisfaction as Starbucks had developed its positioning strategy based on the customer and provided the utmost facility in terms of layout, furniture to the music, and in terms of employee satisfaction Starbucks make employee as a partners and gave them a personal security with a freedom to participate in the every decision of the business and make it successful (Porter Miller, 1985, Porter, 1998). Behavioral segmentation divides the target customers into segments based on their attitude towards a product. By doing so the marketers will have a better understanding of their target audience and thereby make their marketing more effective (Gunter Furnham, 1992). Since, BIR is famous for scuba diving and convention facilities, the 2. 1. 1 Behavioural segmentation REFERENCES 1. AMIR, I. , (2002), Marketing Plan of Bandos Island Resort. , Sales and Marketing Department of Bandos, January 2002. 2. AMIR, I. , (2003), Informal interview with the General Manager of Bandos Island Resort, December 2003. 3. AMIR, I. , (2003), Marketing Plan of Bandos Island Resort. , Sales and Marketing Department of Bandos, Janaury 2003. . BANDOS, (2002), Bandos 30th Anniversary Special Publication, Novelty Printers Publishers Pvt Ltd, Maldives. 5. BLYTON, P. , and MORRIS, J. , (1992), ‘H. R. M. and the limits of flexibility’ Reassessing Human Resource Management, TORRINGTON, D. , AND HALL, L. , (1998), Human Resource Management, 4th Ed. , Prentice Hall Europe. 6. DIRECTORATE-GENERAL FOR ECONOMIC AN D FINANCIAL AFFAIRS, (2003), European Economy: 2002 review, European Commission. Vol. 0379-0991, No. 6, pp. 01-106. 7. FASEEH, I. , (2004), interview with the Training Manager of Bandos Island Resort, March 2004. 8. FAZEEL, N. (2004), interview with the Director of Ministry of Trade of Maldives, April 2004. 9. FRANGIALLI, F. , (2002), Speech by the Secretary-General of World Tourism Organisation at the European Tourism Forum, Brussels, Belgium, 10th December 2002. 10. FRIDGEN, J. D. , (1996), Dimensions of Tourism. , Educational Institute of the American Hotel Motel Association, Unite States of America. 11. GUEST, D. E. , (1987), Human Resource management and industrial relations. Journal of Management studies. Vol. 24, No. 5, pp. 503-521. 12. HOLDEN, L. , AND BEARDWELL, I. , (2001), Human Resource Management : a contemporary approach, 3rd Ed. Pearson Education Limited, United Kingdom. 13. HOLLOWAY, J. C. , (1998), The Business of Tourism, 5th Ed. , Adisson Wesley Longman Limited, New York. 14. HOOK, C. , AND FOOT, M. , (1999), Introduction to Human Resource Management, 2nd Ed. , Addison Wesley Longman Limited, England. 15. HOUSELID, M. , (1995), The impact of human resource management practices on turnover, productivity and corporate financial performance. Academy of Management Journal, Vol. 38, No. 3, pp. 635-672. 16. JOHNSTON, R. , AND CLARK, G. , (2001), Service Operations Management, Harlow, Pearson Education Limited 2001. 7. LIM, L. , (1997), Global Implications of Southeast Asias Currency Crisis. Journal of International Institute, Vol. 5, No. 2, pp. 1-6. 18. MALDIVES MONETARY AUTHORITY. , (2003), Maldives Economic Research and Statistics. Economic Bulletin Maldives, Vol. 8, No. 1, pp1-27. 19. MCCOSKER, P. , (2001), â€Å"A review of ratio analysis: How the calculations of a few simple ratios can greatly improve our understanding of a business and its financial performance (Part 2)†, CIMA Financial Accountant, Chartered Institute of Management A ccountants, England, December 2001. 0. MILLER, T. R. , AND DIBRELL, C. C. , (2002), â€Å"Organization design: the continuing influence of information technology†, Management Decision, Vol. 40, No. 6, pp. 620-627. 21. MINISTRY OF HOME AFFAIRS HOUSING AND ENVIRONMENT. , (2002), National Assessment Resport : Progress towards Sustainable Development from Rio 1992 to Johannesburg 2002. 22. MINISTRY OF PLANNING AND NATIONAL DEVELOPMENT. , (1998), Statistical Year Book of Maldives 1998. , Novelty Printers and Publishers, Maldives. 23. MINISTRY OF PLANNING AND NATIONAL DEVELOPMENT. (2001), Statistical Year Book of Maldives 2001. , Loamaafaanu Print, Maldives. 24. MINISTRY OF PLANNING AND NATIONAL DEVELOPMENT. , (2002), Statistical Year Book of Maldives 2002. , Print Image (PVT) Ltd, Maldives. 25. MINISTRY OF PLANNING AND NATIONAL DEVELOPMENT. , (2003), Statistical Year Book of Maldives 2003. , Loamaafaanu Print, Maldives. 26. MINISTRY OF TOURISM, (2002), â€Å"Tourism Statistics 20 02†, Ministry of Tourism, Maldives. 27. MINISTRY OF TOURISM, (2002), â€Å"Tourism Statistics 2002†, Ministry of Tourism, Maldives. 28. MINISTRY OF TOURISM, (2003), â€Å"Tourism Statistics 2003†, Ministry of Tourism, Maldives. 29. POON, A. , (1993), Tourism, Technology and Comparative Strategies, London, CAB International. 30. PRABHU, S. , (1996), â€Å"Challenges for hospitality and tourism operators: a North American perspective†, International Journal of Contemporary Hospitality Management, 8/7 p. 61. MCB University Press. 31. PURCELL, J. , (1998), Human resource bundles of best practice: a utopian cul-de-sac. 32. SHAREEF, M. , (2004), interview with the Human Resources Director of Bandos Island Resort, January 2004. 3. TOURISM TRENDSPOTTER, Market Segment and the New Millennium, What Next? , Vol. 2, issue 2, Dec. 1999 – Jan. 2000. 34. TRIBE, J. , (1999), The economics of leisure and tourism, 2nd Ed. , Butterworth-Heinemann, Oxford, United Kingdom. 35. WAHEED, M. , (2003), interview with the Finance Director of Bandos Island Resort, December 2003. 36. WOOD, R. C. , (1997), Working in Hotel an d Catering, London, International Business Press. 37. WOODS, R. H. , (1995), Human Resource Management, Educational Institute of the American Hotel Motel Association, United States of America. 8. WTO. , (2001), â€Å"The impact of the attacks in the United States on international tourism: An initial analysis†, World Tourism Organization, 18th September 2001, Special Report, Madrid. 39. WTO. , (2003), â€Å"World Tourism in 2002: Better than expected†, World Tourism Organization, News Release, Madrid, 27th January 2003. Appendix – 1A Market Share (%) of Bandos Island Resort, 1998 2001 Appendix – 1B [pic] Source: Ministry of Planning and National Development, Maldives. Appendix – 1C [pic] Source: Ministry of Planning and National Development, Maldives. Appendix – 2 Major Expenditure Areas (excluding payroll and related expenses), Bandos Island Resort, 2000 2003 [pic] Source: Finance Department, Bandos Island Resort. Appendix – 3 [pic] Source: Sales and Marketing Department, Bandos Island Resort. Appendix 4 [pic] Source: Finance Department, Bandos Island Resort. Appendix – 5 Growth Rate (%) of Market Share, Bandos Island Resort, 1999 – 2001 [pic] Source: Sales and Marketing Department, Bandos Island Resort. Appendix – 6A [pic] Source: Sales and Marketing Department, Bandos Island Resort. Appendix – 6B [pic] Source: Finance Department, Bandos Island Resort. Appendix 7 [pic] Source: Ministry of Planning and National Development, Maldives. Appendix – 8 Financial Ratio of Bandos Island Resort, 2001 and 2002 |Ratios |2001 |2002 | | | | | |Liquidity Ratios | | | |1. 70: 1 |1. 41 : 1 | |1. Current Ratio (Current Assets ? Current Liabilities) | | | | |0. 40 : 1 |0. 28 : 1 | |2. Cash to Current Liabilities | | | |(Cash at Bank and in Hand ? Current Liabilities) | | | | |0. 75:1 |1. 08:1 | |3. Acid Test Ratio | | | |(Current Assets Stock ? Liabilities) | | | | | | | | | | | |Profitability Ratios | | | | |26% | | |1. Gross Profit Percentage {(Gross Profit ? Turnover) x 100} | |39% | | | |15% | |2. Net Profit Percentage {(POABT ? Sales) x 100} |3% | | | |0. 71 : 1 |0. 7:1 | |3. Fixed Assets Turnover Ratio (Turnover ? Tangible Fixed Assets) | | | | | |36% | |4. Gearing Ratio | | | |{Long-term Debt ? Long-term Debt + Shareholder Funds)} x 100 |39% | | | | | | |Use of Assets | | | | |US$18080 |US$21024 | |1. Average Turnover per Employee | | | |(Turnover/Average Number of Employees) | | | Source: Finance Department, Bandos Island Resort. Appendix 9 Organization Structure of Bandos Island Resort, 2002 [pic] Source: Human Resources Department, Bandos Island Resort. Appendix – 10 Payroll and Related Expenses of Bandos Island Resort, 2000 2003 [pic] Source: Human Resources Department, Bandos Island Resort.