Leadership Theories Essay

There are many leadership theories that have oriented and contributed for the leaders in management. One of them is the â€Å"Situational Approach† theory, which was found by Paul Hersey and Kenneth Blanchard (1979). In this task, we will evaluate the usefulness of the leadership styles mentioned in the theory, then compare and contrast with some of the other styles. 1. Evaluate Four leadership styles include: Directing, Coaching, Supporting and Delegating. According to Seth Godin (2012, Situational Leadership by Kenneth Blanchard and Paul Hersey), when Style 1 (Directing) said that leaders closely supervise followers and give the recommendation and decisions themselves; Style 2 (Coaching) showed that the leaders still take responsibility in supporting and making decision but there is more two-way communication between them and the employees. Supporting Style (S3) indicated that the followers now do not need too much motivations and support and they can equally make decisions with the leaders, whereas for Delegating Style, the followers control and fully take responsibilities of their work without the leaders’ help. From our perspective, these leadership styles are very helpful for the managers. They are easy to follow and help the manager to figure out which one is mostly appropriate to apply for their employees in every specific situation. For example, Directing Style is applied for â€Å"people who lack competence but are enthusiastic and committed† (Godin, 2012) while Delegating Style is suitable for employees who are highly-skilled and also, can independently do their jobs without others’ support. By selecting correct leadership styles for each worker, the managers may easily divide them into every working development level and give them their best suitable jobs. Once the employees are able to do their appropriate work, they can give their best performance and improve their own abilities more. 2.  Compare and contrast with some of the other style The theory of Hersey and Blanchard (1969) concentrate on leadership in situation and followers. It is said that the manager evaluates the competence and commitment of his subordinates to choose the best management style. For example, in a handicraft company, a superior usually focus on his employees to rate them by two criteria: capacity and commitment. Then, he finds the suitable style to direct and support them in work. He doesn’t pay attention to the desired outcome when he applies this theory in his leadership. Therefore, the theory has a drawback when it does not concern to the task/production. Meanwhile, Blake and Mouton’s managerial Grid(1964) talks about the relationship between task and people. This theory said that when a manager has a high rate in both â€Å"concern for people† and â€Å"concern for production†, the organization will achieve a high performance (BPP, p. 177). Apparently, it is useful to appraise the manager’s performance but did not point out how the manager direct or support his workers. On the other hand, the leadership styles of Goleman (2000) seems to have the most comprehensive overview and covers most of factors which have influence on leadership: leaders, contingent, followers and desired outcome. It has 6 distinctive styles applied in each specific situation with specific types of employees and detail desired outcomes. The newest style can be the best choice to put into the reality and help leader improve not only the organization’s performance but his performance as well. When the organization creates a change, there are some people who agree or disagree with the change.  In the respect of people disagreeing, six solutions were made by Kotter and Schlesinger in 1979 in order to help the leaders to persuade the staffs disagreeing. In the scope of the assignment, we will mention three techniques: education and commitment, facilitation and support, participation and involvement. To begin with education and commitment, the leader will announce the change to the staffs before operation and explain the employees to understand the benefit of the change. The solution is used when the workers misunderstand information or their information is imprecise. For example, if the company has a plan moving worker A from Marketing department to Administration department, they will give the advantage of the moving such as an easier work or higher bonus and convince the staff A before giving the announcement. This will bring the pleasure to help the staffs accept the change but the leader will lose time to explain with the workers Moreover, facilitation and support is known that the manager will assist the people suffering the adversity of change about the feeling and matter. The technique is referred when there are too many complaints from the workers about the change. For instance, when the company moves the place from the center of the city to the suburb, the workers will complain about the long road they must go to work and they will spend too much time to go to work. In the situation, the manager will support the transportation or increase salaries for the workers. Although the company lose the expenditure, they will keep the satisfied of staffs and create the comfort for the employees in order that the workers will accept the change and concentrate on working better. On the other hand, â€Å"participation and involvement† gives people chance to help design and execute the changes. The advantages are that it can add information to change planning and builds commitment to change. However, if a company do not make right plan to overcoming resistance, they will take risk with their employees. If someone has important information and/or power to resist, the organization have to make a clearly strategy so that they can select the right person who they need. If they got mistake in their plan, the wrong person will get the wrong participation and it will give nothing to the company and make that person feel uncomfortable. They will be disappointed and depressed; lead to it is their performance will down.

Business models: a strategic management approach Essay

The 21st century presents new and exciting opportunities for doing business; the entrepreneurial realm is greatly expanding and becoming an excellent platform for personal and societal growth. Individuals and institutions are realizing the significance embedded in the development of vibrant business ideas. Doing business has become a lucrative venture in the world of today with the emergence of budding entrepreneurs in a quest to yield huge benefits in the corporate world. Indeed, the sale of goods and services to make profits is not a reserve of a chosen few as it was conventionally perceived, but it is a dynamic venture for virtually any innovative and growth-centered entrepreneur. Nevertheless, the fundamentals of doing business have not changed; success in business requires immense input and dedication. What is it that makes businesses grow exponentially? With the advent of technology, continuous globalization influence and the ever-increasing rate of competitors in the market, what are the appraisal factors for business expansion and development? These imperative questions should continually linger in the mind of an entrepreneur. Developing a feasible business concept is the most elemental factor for one to consider while venturing into the entrepreneurial real (Nagendra, 2010, p 146). The business concept, based on an entrepreneurial idea, should be in a position to integrate well into the market place. Of course, the integration process requires a substantial analysis of the pivotal factors influencing the growth of the business. This necessitates a deliberate evaluation of the internal and external environments of the business. Comprehending the strengths, weaknesses, opportunities and threats of the business concept is extremely important (Hannagan & Bennett, 2000 p 46).Outlining and executing the strategies for growth and development is equally vital in the process. Thus, this paper seeks to bring out the fundamentals of developing a business and ensuring its success. Moreover, a detailed analysis of the concepts involved will definitely unearth the drivers and constraints of business development. Business Concept             In the corporate world today, it has become increasingly important to develop strong corporate leadership capacity to drive the dynamic instruments in the business. The corporate leadership concept is significant in various fronts. It provides management solutions by streamlining the internal and external environments of a business enterprise (Davis, 2003, p 16). Of importance still, corporate leadership is the platform in which dynamism and innovation is accrued in a business through investing in the relevant resources. Accomplishing this calls for the management to put in best practices in accordance with a business’ goals and objectives. Human resource management is another imperative aspect in the business world. As the driving force in respect to capacity development, it is vital for businesses and corporate bodies to invest expansively in human resource development (Sims, 2007, p 361). Companies are realizing the need to enhance corporate leadership a nd develop vibrant human resource frameworks. In reference to the statements above, I believe that there is a gap in the corporate world that needs to be filled; an opportunity to provide solutions to the prevailing trends in many businesses today. In order to bridge this gap, I strongly believe that offering consultation services to corporate bodies in the areas of corporate leadership and human resource management will go a long way in addressing the inadequacies of the two elements in many businesses today. In other words, the need for strong corporate leadership structures and vibrant human resource management frameworks in corporate institutions offers me an entrepreneurial idea to develop a consultation firm in the significant areas. The business concept involves providing consultation services to companies in the realms of corporate leadership and human resource development. Given the need for corporate institutions to find lasting solutions in feasible management practices and investing in their employees, and the experi ence as well as the passion I have for consultancy in the areas, the business concept is certainly a viable entrepreneurial idea. Developing the Strategies for the Business Concept             Developing strategies for a business concept aims at improving its value in the market place. It is a process of ensuring that the structures of a business have a means of transition from one point to another. Successful strategies for growth are flexible and have the ability to foster growth; they encompass the instrumental elements of running a business (Nilsson & Rapp, 2005, p 361). Therefore, developing the most feasible business strategies for operating the corporate leadership and human resource development, consultancy firm will be an important starting point.Developing a business strategy with utmost proficiency will encompass the following areas: The purpose or aspirations for the business-This will simply portray the position of the business and what it aspires to achieve in respect to its aims and objectives. Clear goals and objectives will empower the employees of the firm as well as giving a clear-cut picture to its potential clients. A feasible purpose will also connect the business well with its expansive stakeholders. Instilling competitive advantage and creating a market niche. Ideally, this is coming up with excellent ways of convincing clients about the adeptness and quality of services in the firm (Effron, Gandossy & Goldsmith, 2003, p 61). Setting the boundaries for the strategy- This refers to the jurisdictions of the business; the products, services and markets that the firm will deal with. According to Kozami (2005), setting strategic boundaries will enhance its effectiveness and flexibility; hence, leading to growth. In this reference, too many boundaries create inflexible business patterns, while too few boundaries diminish the focus required by a company. Prioritizing- This involves emphasizing on the most significant goods and services in the market. In addition, it is important to identify the most significant clients and markets. This is a strategic move in fostering the much-needed growth and development in the business. This will also require the employees of the firm to have strategic responsibilities of unearthing the potential in the priorities. Management practices- Developing viable internal management practices are critical in integrating the functioning of the firm’s diverse structures. a) Purpose of the business             The consultancy firm is based on an entrepreneurial idea whereby it will offer consultation services and products to corporate bodies for a fee. The firm aims at providing consultation services in corporate leadership and human resource development to other companies. The firm’s objectives are: Providing in-depth training to managers on efficient management practices to foster growth in their companies Training employers on capacity building and how to empowering their employees for sustained growth Providing corporate leadership and human resource development services to companies Raising professional corporate leaders through mentorship programs Enhancing entrepreneurial skills to emerging entrepreneurs Creating effective manuals as viable products for reference to managers in corporate leadership and human resource development Goals of the firm include: To be the best consultancy firm in corporate leadership and human resource development To serve a wide clientele ranging from companies and businesses To offer dynamic and up to date services and products in the area of corporate leadership and human resource b) Creating a market niche             Creating a competitive advantage for a business in the market is a significant tool in advancing the purposes of the company (Barney & Hesterly, 2006, p 122). Competitive advantage improves the performance of a business enterprise in respect to other businesses. Ideally, creating a niche involves capitalizing on practices that attract customers more. In order to have a competitive advantage over other businesses in the industry, the consultancy firm will offer quality services to its clients. Offering quality services will certainly put the firm in a strategic position and attract more clients. Clients find it more satisfying to work with quality service providers (Rao, 2011, p 374). Moreover, offering quality consultation services to clients will undoubtedly enhance the firm’s corporate reputation. Corporate leadership and human resource development are extremely instrumental concepts that require services of utmost proficiency. Of significance still, is t he firm’s pricing index. Depending on the market trends in the industry, the firm’s products and services pricing policy seeks to accommodate all clients across the board. This is a competitive advantage platform of winning out the ever-increasing competition. c) The company’s boundaries             This refers to the strategic placements of the company in respect to its services provision. The firm will concentrate on offering consultation services to companies that wish to enhance their corporate leadership and human resource development functions. The company will work closely with companies that wish to outsource the above functions. Moreover, the firm’s jurisdiction also covers individuals who desire to grow their corporate leadership and human resource management portfolios. Apart from the consultancy market, the firm’s boundary accommodates training at part of its corporate jurisdiction. The training structures of the firm in corporate leadership encompass the mentoring of corporate leaders. In addition, offering manuals on effective human resource practices to companies is a significant product offering. The firm’s jurisdiction is also in the e-commerce realm where it offers its services and products through the internet. The abil ity of the company to stick to its corporate jurisdiction is an imperative growth impetus. Furthermore, the capacity of the consultancy firm to communicate clearly to its clients about the services offered is significantly vital in growing the client base. The business will foster a viable communication platform to allow clients to understand clearly its portfolio in the market. Setting and maintaining feasible boundaries in respect to the firm’s service and product offering is a pertinent aspect in the growth and development of the firm’s corporate identity and image. d) Areas of priority             In order for the business to grow, there is need for its structures to identify the areas of urgency and works towards improving them. Among the firm’s target market, there is more emphasis in the private sector. The firm sees more business prospects in the private sector, where by it reaches out to the management teams of private institutions for business propositions. Additionally, the firm’s target market is young entrepreneurs who do not have sufficient expertise in corporate leadership and the management of human resource. Through adequate market research, it is possible for the company to identify the areas of priority in the target market, and work towards its growth and development. Putting emphasis on the most significant clients is a viable way of enlarging the firm’s profit margins. In addition, the employees of the firm are an important resource in ensuring the realization of its priorities. Thus, strategies of empowering them go a long way in ensuring success both in the short-term and long-term. In reference to this, the employees have duties and responsibilities that seek to foster growth and development. Mathis & Jackson (2003) assert that an empowered human resource and a culture of high-involvement in any institution are strategic features in enhancing its chances of success. e) Management practices             The company’s initiative in creating a coherent working environment within its organs is an efficient way of realizing its objectives. The management’s commitment in streamlining the functions of each employee and fostering high-involvement in the internal structures of the firm is instrumental in the development of the best corporate practices. SWOT Analysis             Evaluating the strengths, weaknesses, opportunities and threats of the company will be extremely significant in understanding its objectives as well as the factors that influence them. This is a vital tool in unearthing the positive and negative factors, which affect the functioning processes of the consultancy firm. Given that the company is new in a highly competitive market, it is evident that a SWOT analysis will be beneficial in providing a realistic framework for growth. The analysis is indeed significant for growth as it provides a framework for development. Strengths Weaknesses Opportunities Threats I. Great expertise in corporate leadership and HRM consultancy II. Adequate and sufficient number of consultants III. Vibrant employees IV. Quality services Financial constraints Limited infrastructure The company is relatively new in the market Increase of emerging companies Expanding its target market portfolio An established market niche Competition from other consultancy firms Dominance by large companies Loss of employees to other companies Strengths             The company’s strengths place it at a favorable position of enhancing its growth index. Mainly, the strengths are attributed to the internal credentials that consequently contribute to a viable output. Expertise in corporate leadership and HRM concepts is an imperative platform of winning out competition. The availability of qualified consultants plays a pivotal role in creating a market niche and reaching out to clients effectively. Additionally, vibrant employees make it possible for the company to strengthen the internal structures of the company that complement the external success. Provision of quality services is an imperative impetus that attracts customers and enhances the much-needed growth. Building on the strengths calls on the concerted efforts from the internal organization of the firm Weaknesses             Given that the company in new in the market, chances of it taking relatively slow to catch up in the market are high. It places the company at a disadvantage in respect to other companies. Limited infrastructure limits the ability of the company to handle many job propositions. Additionally, lack of a stable financial status to finance the internal, and external functions of the company pose huge challenges to the growth of the company. In reference to this, the company needs to put in place viable measures of addressing the weaknesses in order to enhance its growth prospects. The firm’s management has a duty to ensure that its internal structures are in tandem with growth factors. Opportunities             The influx in emerging companies is an amazing opportunity for the growth of the company. The emerging companies provide an opportunity for offering consultancy services, given the importance attached to the function. Moreover, the firm has an opportunity to expand to other target markets because of the demand for its specialty. An established market niche because of a ready market provides the company with an immense opportunity to expand its corporate image and identity. Therefore, the opportunities presented by the external forces demonstrate positive prospects for the firm. Threats             Competition is a huge threat to the firm; its ability to penetrate the mainstream market is limited by the ever-increasing competition from other consultancy companies. The dominance by large established companies also threatens the ability of the company to grow. Losing highly qualified employees to other companies is a serious threat that incapacitates the ability of the company to expand its corporate jurisdiction. These constraints limit the goals and objectives of the company; hence, it is pertinent for the firm to articulate strategic platforms of addressing the threats. Value Innovation Analysis             Kaufman & Woodhead (2006) argue that value innovation analysis refers to the methodologies used in enhancing the value of a product, service or business. This is aimed at increasing the functionality of a service or product in order to enhance the satisfaction of a customer. According to Gregoriou (2010), value innovation analysis offers companies with competitive solutions for remaining relevant in the market by investing in the customer and finding practical answers to the needs of the customer. Based on the designed consultancy firm, it is evidently clear that value innovation analysis will play a significant role in its desire to offer value-centered services to its clients. The company, which is primarily a service provider, will enhance its ability to reach out to its clients by critically analyzing its functions in meeting the needs of an ever-increasing market. Innovation is significant in finding breakthrough in a high competitive market. Given that the consultancy firm is new in an industry that is value-centered, the value innovation analysis will enable it to realize its areas of functionality in order to improve the value of its services. I. Orientation stage             The orientation stage is the first process in analysis value innovation. This includes identifying the component for analysis. In respect to the consultancy firm, service offering is the most essential component of analysis. Based on its core objectives, the company offers consultation services with a specialty in corporate leadership and human resource management. The need to analyze this component arises from the value attached to it; it is an important aspect in the running of corporate organizations today. Corporate leadership and human resource management are elemental in the growth and development of businesses in the corporate world today (Jockenhofer, 2013, p 34). II. Information             The information stage involves understanding the areas of priority in relation to the target customers in the component discussion above. The firm’s most significant clients are emerging companies as well as established companies that need to outsource corporate leadership and HRM functions. The company’s function also encompasses small-scale businesses wishing to develop in the respective specialties. The customers’ opinions are extremely significant in realizing the fundamentals of functionality. Based on the preferences of the clients, it is the mandate of the service provider to enact innovative ways of producing the much-needed value (Murray, Markides & Galavan, 2008, p 63). Therefore, gaining sufficient knowledge and information on the target customer or client attached to the service offered is an important step in building value innovation. III. Analysis             This is important as it entails the transformation of a need into functionality that meets the needs of the client. Ideally, this step of analysis involves identifying the functions of precipitating from a service or product offering (Afuah, 2004, p 112). A detailed analysis of the products or services offered creates the values accrued to diverse functions of the component. Therefore, a deep evaluation and understanding of the service offerings in the consultancy firm indicates varied functions. The functions can be graded in order of importance; hence, giving the firm a platform to accord value to different functions depending on the needs of the clients. The need for efficient corporate leadership and human resource development has been more in high-involvement organizations with many structures and functions. The desire of managements to enhance the internal environments of their companies has precipitated the need for outsourcing the services offered by the c onsultancy firm. Hence, this implies that high functionality and value is placed on large institutions. Based on the needs of large organizations in enhancing their internal structures, the consultancy firm has a duty to place high functionality and values in them. Emerging companies also place dire need for effective corporate leadership and HRM management policies, thus it is also a valuable area of functionality according to the analysis. On the other hand, though small-scale businesses have a need for the services, there is little value depending on the frequency of services offered. It is worth noting that the price attached to the different functions depends on the values attached to the functions. The diverse clients to the company present different values and consequently, the cost of the services. IV. Innovation             This stage involves coming up with viable alternatives of complementing the existing structures or having a complete overhaul. Bilton & Cummings (2010) assert that designing creative strategies is an important innovative component in the growth and development of business functions. Therefore, the innovation stage implies that the consultancy firm needs to evaluate its functions and costs of service offering, and identify ways of either changing or improving the existing functions. It is utterly important for the firm to change its functions capacity and seek for ways of enhancing the value accrued in the small-scale businesses category of clients. This calls for creative measures of turning it from a low functioning ratio to a high functioning ratio. According to the analysis, the service offering needs to seek for ways of expanding its jurisdiction and having a comprehensive approach. V. Evaluation             This involves evaluating the alternatives brought forward in the enhancement of value in the functions of the company. The alternatives developed in the innovative stage are critical in defining the qualitative and quantitative analysis of the alternatives. The qualitative techniques involves a critical evaluation of the high value standards that should be advanced to transform the poor performing functions and improve the high performing functions (Rughase, 2006, p 67). Conducting market research and raising awareness among small-scale entrepreneurs is a viable qualitative approach in improving the value of the function. Additionally, the quantitative analysis techniques involve the application of innovative value-based measurements of increasing the value of functions. Budgeting for the effective value-based ways of improving the service offering to small-scale businesses is a viable option in the analysis. Website Specifications             The growth and development of a company requires excellent communication strategies in the internal and external environments (Das, 2009, p 140). Communication with the stakeholders especially with the customers is an imperative aspect in the growth of the business. Building a reputable website is an excellent platform in enhancing the communication between a company and its customers (Das, 2009, p 141). Therefore, it is important for the consultancy firm to have a functioning website as a marketing strategy. Since it is a new business in the market, the website is indeed a great tool in enhancing its corporate reputation. The following are the website specifications befitting the development of the budding consultancy firm. a) Home page details             Since the home page is the first point of contact between the firm and potential customers, it should have an appealing effect to the customers and communicate effectively about the business (McGovern & Norton, 2002 p 202). The firm’s logo is the first thing that visitors and customers should see when they visit the website. The professional logo of the company at the home page will play an instrumental role as a marketing tool. This will surely give the site’s visitors a perfect assurance that they are in the right place. Secondly, a tag line that describes the business is also available in the home page as a significant way of connecting with site visitors and creating an enthusiastic environment for potential customers to learn more about the consultancy services in the firm. The descriptive tag line is put strategically next to the company’s logo to connect the two and improve the communication aspect of the company. This is meant to creat e a strong appeal for clients about the products and service offerings in the company. Thirdly, a reception blurb is also a pertinent home page detail specified in the website. This is simply an advertising platform for customers to have a quick idea of the company’s specialty-consultancy in corporate leadership and human resource development. Finally, a critical aspect in the home page of the company’s website is the content teaser that connects visitors with the content they need. It is the methodology through which the customers will be connected with the information they will need about the company. b) Formatting details             Every page in the site contains the company’s logo and corporate theme colors. This is an important aspect in defining the identity of the company to the site visitors. A continuous reflection of the logo is critical in reassuring the customers on the firm’s specialty in corporate leadership and human resource development portfolios. Furthermore, the navigation bar is helpful in linking the site visitors with the primary and secondary content in the website. Tables, text effects, images and background colors are important formatting details in the website that make it easier for the customers to learn about the company. c) Menu structure and rationale             The website is organized in a straightforward way to allow site visitors to get the information they need. The web pages in the site are arranged in a focus-oriented design to allow maximum gain to the visitors (potential clients). The firm’s website is organized in a hierarchical; the web pages are structured well with an easy way of navigation through the different contents. In respect to the website’s menu structure and rationale, there are significant pages defining its content. The Home page, Services and products list page, Services and products details page, About us page and Contact us page are significant in defining the website’s content. The menu structure offers a strategic way of navigating through the content. d) Reports and management information             Reports and management information are clearly elaborated in the website. Potential clients and site visitors have the opportunity to learn and have a sufficient update on the financial and management information in the company. Quarterly, biannual and annual information is made available for the clients whenever they visit the website. In addition, significant information about the firm’s functions and employees is well articulated in the website content. e) E-commerce aspects of purchases             The platform for offering services and products on line is also an important aspect of the consultancy firm. This platform helps the company to sell services and products through an on line mechanism. This service is elaborated clearly in the services and products details page in the website. Clients favorable with e-commerce trends are able to connect with the company through the website. Critique on the design concept, strategy and website specifications             The design concept is indeed a vibrant platform in the industry, thus there is an influx of competitors in the field. Offering consultancy services to corporate institutions is an entrepreneurial approach that attracts many entrepreneurs in the trade. Based on the fact that the business concept is in great demand, the number of competitors is certainly on the increase. Based on the idea, a competitor would capitalize on the weaknesses in the business concept to maneuver ways of competing in the lucrative market. Based on a critical analysis, the concept is narrow in its conceptualization. Its specialties are only applicable to corporate institutions. A competitor would capitalize on the gap to increase the scope of the business venture and incorporate non-corporate bodies as clients. Balling (2006) argues that a limited scope of operations in business gives a competitor an added advantage in securing better returns. With adequate articulation of necessary business structures, a competitor would virtually have an upper hand in the expansion of the business; hence, competing effectively in the industry. Again, the business concept has a narrow boundary in relation to the target client. From a critical analysis, the business concept would accommodate nurturing corporate leadership and HRM fundamentals in learning institutions whereby professionals conduct public speaking forums for a fee, as well as organizing conferences and seminars on corporate leadership and HRM development. These are lucrative ideas lacking in the concept, which a competitor would find extremely beneficial. Thus, from a critical analysis perspective, it is true that the business concept has weaknesses that give advantages to a potential competitor. In view of the company’s business strategy, it is clear that it is not highly strategized because of the narrow scope of the business concept. A business concept has a huge impact on the goals and objectives that an entrepreneur enacts (Grant, 2008, p 18). This implies that it is important for a business concept to have a wide focus that will consequently affect its goals and objectives. In reference to the discussion above, the consultancy firm has a narrowed focus; hence, limiting its purpose. Based on the vibrancy of the industry, it is evident that a competitor would seek ways of enlarging the strategic jurisdiction of the industry. Through a wide scope business concept, a competitor has the capacity to increase goals and objectives of his business. This implies that the competitor will have a wider range of clientele compared to the existing consultancy firm. A competitor can look at the ways of enhancing competitive advantage to clients capitalized by the consultancy firm and unearth means of winning out the competition. Since there are many ways of creating competitive advantage, a competitor can offer price subsidies to a section of clients to attract more clients as well as to retain the existing ones. This is a strategy that the consultancy firm does not practice, thus giving the competitor a reasonable advantage in the market. Indeed, this is a strategic move in winning out competition from the firm. Offering quality products at a reduced cost is indeed a strategic move in advancing the competitive advantage of a company. It is certainly a creative way of increasing the value of the services offered by a company. The management practices of the company do not have a feasible platform of addressing the external environments of the company. A competitor can capitalize on increasing the opportunities in the market through this serious lapse. Williams (2000) asserts that it is through viable management practices that a company is able to grasp the needs of the external stakeholders effectively. By ensuring that the internal and external management practices of a company are working together to add value to the functions of the competitor, it is highly likely that the competitor will realize more opportunities than the consultancy firm will. Consequently, it is vital for companies to input the most strategic management functions in order to realize their full potential. In respect to the website specifications, there is an important aspect that the company gives advantage to competitors. This is about an outline of the companies that have benefitted from its consultation services. This imperative section sets the pace for other companies, and encourages them to seek their services. A website is an instrumental tool in communicating with customers and attracting potential customers as well. Therefore, it is significant for companies to include such details in their website specifications. This is a challenge to new companies that have not yet developed a wide client base. Thus, the lack of concrete historical background on the successes of the consultancy firm puts off some clients, and benefits a competitor with such web applications. The critique shows that there are various aspects, which would limit the company compared to other companies. The business concept, strategy outline and website specifications present lapses that could give an upper hand to competitors in the market. Despite the lapses, the consultancy firm has a high prospect of growing if more actions that are deliberate are put in place. Conclusion             In conclusion, it is apparent that entrepreneurship plays a huge role in the growth and development of markets and the corporate realm. This requires immense investment in the relevant structures of ensuring success. Individuals and companies need to put in place the most fundamental business platforms of ensuring success. Primarily, designing a viable business concept is significant in starting the entrepreneurship journey. One has to consider the market trends and growth factors surrounding the idea. This will ultimately play a huge role in defining the growth of the company. After coming up with an entrepreneurial idea, it is imperative to set strategic factors and steps of ensuring the success of the business concept. Ideally, the growth and development of a business concept depends on the capacity to integrate the internal and external environments of a business. Such initiatives, of course, by the careful articulation of management practices are integral in realizing the full potential of a business enterprise. Moreover, it is imperative to continually, conduct a value innovation analysis in order to enhance the functions of a business concept and explore new opportunities in the market. The dynamism in the market in today’s business world calls for companies to invest in value innovation to increase their chances of survival in the highly competitive environment. Additionally, effective communication with clients and customers is immensely essential, that is why the website is an instrumental tool in advancing the need. With efficient communication strategies, a company is able to connect and relate with its stakeholders in a practical manner. 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Strategy, innovation, and change challenges for management. Oxford: Oxford University Press.Rughase, O. G. (2006). Identity and strategy how individual visions enable the design of a market strategy that works. Cheltenham, UK: Edward Elgar Pub.Sims, R. R. (2007). Human resource management: contemporary issues, challenges, and opportunities. Charlotte, N.C.: Information Age Pub.Nilsson, F., & Rapp, B. (2005). Understanding competitive advantage the importance of strategic congruence and integrated control. Berlin: Springer.Williams, C. (2000). Effective Management. Cincinnati, Ohio: South-Western College Pub. Source document

Gran Torino monologue on Ashley Kowalski Essay

Hello and welcome to this workshop on writing a monologue on the film, Gran Torino, from 2009, with Clint Eastwood who stars and directed in the film. This workshop will show what techniques are used in writing a monologue. This monologue will be written from Ashley’s point of view. As well as showing what the character, Ashley Kowalski is feeling at the time when her and her family are at the funeral of her grandfather, Walt Kowalski, also the part after the ceremony when there is the reading of the will, and who gets to keep Walt’s car, the Gran Torino. Ashley of course wants the Gran Torino, but does not end up getting it, and instead Thao, Walt’s neighbour, gets the car. I can’t believe this. Why didn’t I get the car, I mean it pretty much belongs to me because I am the eldest out of my brothers and I so I’m pretty much the rightful owner. Instead, that kid who was my grandfather’s neighbour got the car, which is completely unfair. I don’t even know him, and I don’t understand why my grandfather would become friends with him, and how, I mean he was a grumpy old man, he was rude and didn’t care about any one so it didn’t make any sense. How could he end up with his car? My car, it should belong to me, I am the one who wanted the car. I even asked my grandfather if I could have his car when he died, mainly because I needed a car so I wouldn’t have to waste money buying my own, but also because it’s an awesome looking car. I wish that I had been able to persuade him before he died into giving me his car. By the way the car had looked, I think that my grandfather didn’t even drive in the car, because it was in really good condition. My mother and I had already talked about the car, she said that I would be the one to get the car. I had already told her that I asked grandfather about the car, and what he wanted to do with it after he died. I had asked him about the car at my grandmother’s funeral, that’s when I found out that he had the car. I tried to be nice when I asked for the car because I really wanted it. I am quite popular at school and having a car like this would be great for my image. Girls like me at school and in town have cars or are about to get them so I should be getting one, it only makes sense. I was disappointed that my grandfather was dead. I can tell that my dad and my grandfather weren’t close, they hardly saw each other. I wish that they had been closer, so then grandfather would have definitely given me the Gran Torino. We were at the church for a long, long time, just talking about my grandfather, it was very uninteresting. About the time when the priest came out I was already getting annoyed he was saying things like how my grandfather knew a lot about life and death, what does that even mean? I don’t know, and frankly I don’t care. I just wanted to hear the reading of the will, it was killing me that I had to wait for so long to hear it. When the ceremony was finished I was the first one up and out, finally it’s over. After the ceremony my family and I went to the place where they were going to read the will, this is what I had been waiting for, I was thrilled. When we got to the will reading place I just couldn’t wait until I got my hands on the keys to my future car, I started to skip into the office but then my mother stopped me and said that I shouldn’t because I should be in grief, but how can I be depressed when I am about to get my own car. I acted so it looked like I was sad on the inside, but truthfully I was overjoyed. I had to sit through the whole entire will reading to get to the part about the Gran Torino. I noticed that over my shoulder in the corner was standing that weird Asian kid who lives next door to my grandfather’s house, I was puzzled as to why he was in the room but I thought that he must be there only to be jealous when I was going to get my car. I thought to myself, maybe the reason that my grandfather died was because of him, maybe he had something to do with his death, and if this is true then why is he here? He shouldn’t even be in the same building. I wasn’t listening to the man telling us my grandfather’s final wishes, I heard him saying something about his house and charity or something, but I didn’t really care. Then the man started talking about the Gran Torino, I was so anxious about it, but I don’t know why because I knew that it was going to be mine. The man said that my grandfather was giving it to his friend; I wouldn’t have referred to myself as ‘my friend’, but I guess that I will accept that for the car. When the man said that the car was being given to Thao, at first I thought it was a mistake but then the man went on about how Thao couldn’t do anything to it. I was so shocked; I thought that it was completely unfair. I mean I have known my grandfather since I was born, well I’ve been alive when he  has, and I’m even related to him and the boy only knew him for a week or something. I couldn’t believe that I didn’t get the car; I told my grandfather that I wanted it. I hope that the kid does something to it so it becomes mine.

The Knowledge Management Challenge Assignment Example | Topics and Well Written Essays - 1500 words

The Knowledge Management Challenge - Assignment Example These three types of knowledge are what form the intellectual capital that is needed by PolySpec as it evolves. (1) Internal process knowledge related to PolySpec work processes This includes the trade secrets of the company such as patents and technical papers, the composition of the products especially the ratio of combinations, acquisitions, and their competitive advantages, blueprints and formulas. This is in addition to the internal operations and communications of the company that is not open to the public such as confidential conversations and documents. For example, Buddy holds four patents, has published several technical papers and he has hands-on management style (Fielder, et al n.d, P.2). PolySpec has made several acquisitions including Selby Battersby, Thiokol Formulated Products, and Flowcrete Plc (UK) with each merger bringing in new competitive advantage and products (Fielder, et al n.d, P.2). ... (2) External process knowledge related to client tasks and projects This includes the knowledge of upcoming disputes regarding clients’ quality of workmanship, technical assistance to contractors, claims of mislabeled products, and product failures related to job conditions. For example, PolySpec technical personnel provide most of the technical support through informal ways such as telephone conversations (Fielder, et al n.d, P.1). Also, the following litigations are as a result of product or project failure associated with PolySpec and its subcontractors: Instafreeze, Inc. vs. Environchem Technology and PolySpec Corp; W.J. Enterprises, Inc. vs. PolySpec Corp; Ladell Alexander, et al vs. American Cyanamid, et al; and B-Z-B, Inc, vs. Slip Free Systems, Inc, and PolySpec, L.P. (Fielder, et al n.d, P.7). The external knowledge process belongs to the knowledge acquisition stage of the knowledge management process. (3) Product knowledge This includes the knowledge of company produ ct categories, products professional opinions, product catalogs, product labels and product knowledge available on the company website.

Why is Ethics and Leadership in Criminal Justice class so inportant Essay

Why is Ethics and Leadership in Criminal Justice class so inportant - Essay Example systems need to know that they will receive a fair decision from a judge that is not biased against their case and that they will receive the best possible defense. Leadership is important in criminal justice because leadership sets standards of conduct. Leadership in any organization is how a culture of integrity is established. True leadership requires individuals to model correct behavior if they are operating in a leadership capacity. It also requires leaders to establish the sort of culture that allows individuals working in non-leadership roles to feel comfortable reporting breaches in integrity by their peers. Leadership is much more than being the person that tells others what to do in the criminal justice system. Individuals in the system are vulnerable in many ways. It is important that leaders protect these individuals, some of which have committed terrible crimes. The only real way fair treatment can be guaranteed to all individuals in the criminal justice system is if leaders establish, model and maintain a culture of integrity throughout the

A company profile for a company Essay Example | Topics and Well Written Essays - 1250 words

A company profile for a company - Essay Example In other words this type of structure facilitates decentralization. The corporate staffs at GE are divided into 5 sub divisions. The key subdivision of the corporate staff at GE are Commercial public relations, Legal, Global research, Human resource and Finance. The organization structure of GE shows that it is headed by the corporate executive office. They are in turn supported by shareowners and board of directors. The corporate executive office in turn elects a chairman and CEO. In 2014 the total no. of employees who worked in GE are 307,000. In 2014 the chairman and CEO of the company was Jeffrey R. Immelt. In 2014 GE had 2 vice presidents namely Keith S. Sherin and John G. Rice. They were additionally holding the post of president and CEO of GE capital and Global growth and operations respectively. The president and CEO of other divisions was namely Charles Bankenship for appliances and lighting division, John L Flannery of healthcare division, David L. Joyce of GE Aviation, Rus sell Stokes of GE transportation, Stephen R. Bolze for GE power and water, Lorenzo Simonelli for Oil and Gas division and Mark W. Begor for GE energy management. GE has many divisions and manufactures several things. In fact GE is a conglomerate of several divisions. The various subdivisions of GE are capital, appliances and lightning, healthcare, aviation, transportation, power and water, oil and gas, energy management and Global growth and operations. The main products that GE thus manufactures are lighting appliances. In the power, water, oil and gas sectors too GE is the leader as GE provides power, water, oil and gas. GE aviation is a subsidiary of the general electric and is one of the major suppliers of aircraft engines for the commercial aircrafts that operate. The major competitors of GE aviation are Rolls-Royce and Pratt and Whitney. GE aviation is amongst the top aircraft engine suppliers.

Human Transport System Essay Example | Topics and Well Written Essays - 1500 words

Human Transport System - Essay Example The atria and ventricle are separated by auricoventricular septum with a aperture guarded by three flaps called as tricuspid valve which prevents back flow of blood from right ventricle to right atria when right ventricle contracts. The opening of pulmary artery is also guarded by semi lunar valves to prevent the back flow of blood from pulmonary artery to right ventricle when it contracts. Thus right side of the heart receives venous blood from all parts of the body and pumps it to lungs for oxygenation. The left side of the heart also comprises of two chambers iii) upper left thin walled atria which receives oxygenated blood from the lungs through pulmonary veins and pumps to iv) lower left ventricle in turn opens to aorta to distribute to all parts of the body. Here again the atrioventricular septum separates upper and lower left atria and the ventricle with an aperture guarded by two flaps called the 'bicuspid valve' and the opening of aorta is guarded by 'aortic valve'. The superior vena cava collecting the deoxygenated blood from upper torso and head and Inferior venacava collecting from the lower torso and legs feeds the right atrium. The right atrium on contraction pours to right ventricle. The right chambers are small compared to left chambers as they carry blood to lungs of about a short distance. From the right ventricle pulmonary artery carries the deoxygenated blood to lungs for reoxygenation. After reoxygenation from lungs the blood is carried through pulmonary vein to left atrium which on contraction pumps to left ventricle. When the left ventricle if full the left atrium contracts pumping the blood in the left ventricle into the aorta which then distributes to entire body by means of small arteries arterioles and capillaries. Types of circulation I) Coronary circulation: Coronary circulation is the circulation of blood through the tissues of the heart for its own nourishment. The two coronary arteries branch from aorta and further branch themselves into smaller arteries capable enough to penetrate the cardiac muscles. II) Pulmonary circulation: The deoxygenated blood in right atrium is pumped to right ventricle and from there to lungs for reoxygenation and back from lungs to left atrium and subsequently to left ventricle is known as pulmonary circulation. III) Systemic circulation: the reoxygenated blood collected from lungs leaves the heart through the main artery-aorta. Aorta supplies the reoxygenated blood to all parts of the body through network of smaller arteries and capillaries. Again after the exchange of oxygen and metabolites it is collected from the capillaries of venous system and directed to the right atrium through two vena cavae. This phase is systemic circulation. During systemic circulation blood passes through kidneys for waste removal known as 'renal circulation' phase and also through small intestine known and 'portal circulation' phase. Structure and functions of the blood vessels Anatomically all blood vessels are made up of three layers i) inner -tunica intima. It is made up of flat endothelial cells resting on a layer of connective tissue with

The Sacrament of Baptism Research Paper Example | Topics and Well Written Essays - 1750 words

The Sacrament of Baptism - Research Paper Example Furthermore, Baptism is the sacrament of regeneration by way of water in the word. It is also defined as the sacrament of supernatural rebirth. Moreover, it gives us a new life. The sacrament of baptism is the first of the seven sacraments not only in time but in priority. This is because other sacraments depend on it (catholicism.about.com). The sacrament of Baptism is necessary to Christians as Christ Himself ordered His disciples to preach the Gospel to all nations and baptize those the accept the message of the Gospel. (John 3:1-21), during His encounter with Nicodemus, He made it clear that for salvation baptism was necessary: "Amen, amen I say to thee, unless a man is born again of water and the Holy Ghost, he cannot enter into the kingdom of God." Furthermore, for Catholics take baptism as a mark of a Christian as it brings Christians into a new life in Christ. The biblical root of the sacrament of baptism The biblical root of the sacrament of baptism is evident as many events in Israel’s salvation history direct to the saving grace found in the waters of baptism e.g. Israel Crossing the Red Sea, the great Flood and the Israel crossing the River Jordan into the promised land. In the Gospel, at the beginning of Jesus’ public ministry, he was baptized by John in the River Jordan. In and during this event, Jesus, the sinless One, identified himself with sinful humanity whom he came to set free from the slavery and power of sins. Jesus filled the waters with his divine presence by stepping into River Jordan just as he does when the water is blesses during the sacrament of baptism. Furthermore, before Jesus returned to His Father, He issued the Great commission: to preach in his name, make disciples and baptize in the name of the Father, Son and Holy Spirit (Matthew 28:16-20). Types of sacrament of baptism Churches recognize that apart from the baptism of water there is also baptism of desire. This is baptism employs both to those who, die early in time before being baptized while as they wished to be baptized, and those who through no fault of their own, do not know the Gospel of Christ or His Church, but who still seek God with an open and genuine heart, and moved by grace, make an effort in their actions to do His will as they know it through the guiding principle of conscience (Constitution on the Church, Second Vatican Council). Similar to baptism of desire, baptism of blood refers to the martyrdom of those believers who were killed for the faith before they had an opportunity to be baptized. This was widely known to occur in church during the early centuries, but also, later on in missionary lands. Consequently, the baptism of blood has the same effects as the baptism of water. The principal symbols of Baptism The main symbols of the sacrament of baptism portray the meaning of this sacrament. These symbols include; water, oil, white garment and candle. Water is symbolic as it can both destroy and save life. In the sa crament of baptism, pouring of the blessed water is the outward obviously seen sign of the interior transformation being brought about in the soul (Jensen, 69). In the Old Testament, oil was used to anoint kings and queens to symbolize the coming of God’s Spirit to enable them to be godly leaders of God’s people. Similarly, the anointing of a candidate at Baptism with sacred chrism, blesses by the bishop, symbolizes an interior anointing in

Types of Variables Research Paper Example | Topics and Well Written Essays - 750 words

Types of Variables - Research Paper Example This would help render better educational support and employment in the regions that lag in those. Insurance rate can be calculated from the type of job and income. It can either be high insurance for people in private jobs with high income and low insurance for those in private jobs with low income or those in government jobs with a high profile gets highly insured than those with a low profile government job. These probabilities can be calculated from the table. In the perspective of health care and medicine, we can also derive the possible percentage effects of blood pressure on hypertension. Way in which weight is related to body temperature and hypertension can also be obtained by queries. And research on the high probability of non-smokers getting cancer and smokers getting cancer can be made very simple with the operational table that is categorized well. Under the cancer categorization, one can determine curability of the disease that depends on the stages of cancer. If the c ase is in pathological stage, he/she is in the critical zone and is totally helpless. If a non-smoker categorized under clinical stage, there is a high possibility that he can undergo medication for a certain period of time to recover from the disease. It helps the case study for medical researchers easier. The measure of blood pressure can be referred for other medical factors such as diabetes, premature ventricular contractions, etc. The region categorization in a way provides ordinals of people suffering from cancer or high blood pressure in that particular zone which might be due to the environmental effects of that region. Each variable used above is dependent on the remaining variables. Constructing an abstract operational table with these variables helps us predict how certain factors affect the outcome. It makes hypothesis and fuzzy concepts that seem to appear difficult easier.

The Goophered Grapevine. Charles Chestnutt Essay

The Goophered Grapevine. Charles Chestnutt - Essay Example The term defines the way African Americans see themselves as individuals and as a group, but not just through their own eyes. They see themselves through the lens of the Other, the dominant culture. Du Bois says it is "always looking at one's self through the eyes of others, of measuring one's soul by the tape of a world that looks on in amused contempt and pity" (Du Bois). This produces what Du Bois calls a "twoness,--an American, a Negro; two souls, two thoughts, two unreconciled strivings; two warring ideals in one dark body† (Du Bois). Understandably, being constantly aware of others’ perception and confounding, exploiting, and denying that view causes conflict within a person. Sometimes action may not be exactly ethical like the actions of the characters in â€Å"The Goophered Grapevine.† The conflict within African Americans occurs because the white American disrespected, humiliated, and dehumanized them. â€Å"Double consciousness† describes the Afri can Americans’ desire to contribute and participate in all the country has to offer; yet knowing that the wealth denied them was gained by the sweat of the brow of their ancestors. African Americans want to be both black and American, true to their culture and their country. However, even after Emancipation, it took more effort with much less return. Some deterrent is always thrown into the path of African American advancement—segregation, bussing, prejudice, unemployment. Charles Chestnutt’s story illustrates this double consciousness which influences every contact black Americans have outside their own culture. The story’s structure reveals the way the dominant culture views African Americans, narrated by the vineyard owner recounting Uncle Julius’s story. The vineyard owner shares it with the world seemingly without Uncle Julius’ permission. Of course, Uncle Julius asked the indulgence (read: permission) of the vineyard owner and his wife to share the story with them. â€Å"I wouldn' spec' fer you ter b'lieve me 'less you know all 'bout de fac's. But ef you en young miss dere doan' min' lis'n'in' ter a ole nigger run on a minute er two w'ile you er restin', I kin 'splain to yer how it all happen'" (Chestnutt). Uncle Julius prefaces his tale with his doubt that the vineyard owner will believe him, a result of the double consciousness. Uncle Julius expects his tale will be treated with derision and disbelief. Hearing the story, readers wonder why the slaves did not feel threatened enough by Dugal to avoid his vineyard, and the grapes continue to disappear. Apparently the slaves do not fall into Dugal’s traps. They know he cannot do much to them because if he punishes them too severely, the slaves may not work hard to harvest his grapes. Not only that, since they are the ones who do the work to make the grapes profitable, surely a few grapes are their due. This way the double consciousness serves them well. But it also backfires because Dugal knows what frightens them: the slaves believe the grapes are hexed. Dugal pays Aunt Peggy to hex them even though he does not believe they are truly bewitched. Otherwise, Dugal would not sell the scuppernong grapes and cause the death of anybody who ate them. He would be allowing people to die and killing off his own customers. Dugal’s purpose in â€Å"goophering† the grapes was that he knew the slaves believed in the conjuring. If they believed that the grapes were cursed, they would not eat them. The spell worked except for Henry who ate them without knowing of Aunt Peggy’s spell, which actually turned out fortunate for Dugal. Dugal thinks he is clever. The $10 he paid Aunt Peggy was a wise investment, especially since it provides income

Art Under Napoleon Essay Example for Free

Art Under Napoleon Essay In 1794 Jacques-Louis David barely escapes death, due to his connections in the revolutionary war. He stood trial and went to prison. After his release he worked hard to reconstitute his career. The highlight of his career is when Napoleon asked Jacques-Louis David to work for him. Of course David accepted. Napoleon knew that David was a very accomplished artist, whom style was Neoclassical-Idealist painter. Napoleon favored painting of the classical times and of the Roman renaissance masters (Kleiner 2006). In reading, we will compare paintings by David, The Oath of Horatti and the Coronation of Napoleon. He also conquered enlightenment, so each subject matter to be of a moral, noble standing and conflict. David was born in Paris on August 30, 1748. His well to do parents sent him to school with the rococo manner, his eminent painter Francois Boucher, to whom David was apparently distantly related. Perhaps because of his own advancement David study under Joseph Vien, a painter who had been attracted by the new wave of interest in antiquity while study in Rome. In 1771 David won second place in the Prix de Rome completion. It was not until 3 years later and after some severe mental frustrations that he won the first prize for the painting Antiochus Dying for Love of Stratonice (Anonymous, 2011). David went to Rome in 1775 in the company of Vien; David studied the ancient architectural monuments, marble reliefs and freestanding statues. In addition, he strove for a clearer understanding of the classical principles under laying the styles of the Renaissance and baroque masters Raphael, the Carracci, Domenichino, and Guido Reni. He was admitted to the French academy in1783 with his painting, Andromache by the Hector (Anonymous, 2011). When the French war broke out in 1789, David threw in his lot with the Jacobins, the radical and militant revolutionary faction. He accepted the role of de facto minister of propaganda; He arranged political pageants, and ceremonies that included floats, costumes, and sculptural props. David believed that art could play an important role in educating the public and that dramatic paintings emphasizing patriotism and civic virtue would prove effective as rallying calls. However, rather than continuing to create artworks focused on scenes from antiquity, David began to portray scenes from the French Revolution itself. David intended Death of Marat not only to serve as a record of an important event in the struggle to overthrow the monarchy but also to provide inspiration and encouragement to the revolutionary forces. A writer friend of David’s was tragically killed; he depicted his friend’s death into that portrait (Kleiner, 2006). His friend was named Charlotte Corday (1768-1793) a member of a rival political faction, stabbed him to death in his medicinal bath. (He suffered from a painful skin disease. ) David presented the scene with directness and clarity. The cold neutral space above Marat’s figure slumped in the tub produces a chilling oppressiveness. The painter vividly placed narrative details-the knife, the wound, the blood, the letter with which the young woman gained entrance-to sharpen the sense of pain an outrage and to comfort viewers with the scene itself. Death of Marat is convincingly real and yet David masterfully composed the painting to present Marat as a tragic martyr who died in the service of the revolution (Kleiner, 2006). The following year David returned to Rome to paint Oath of Horatti, a work in which immediately acclaimed a masterpiece both in Italy and in France. There are more to come within the next five years. With the French revolution in full swing, David for a time stopped painting with his classical approach and began to paint scenes describing contemporary events. David began to paint martyred heroes in the fight for freedom (Galitz, 2004). Napoleon hired Jacques-Louis David to paint for all his empire desires and aspirations. These paintings were emotional works of art, not only did David portray the feelings of the characters inside the paintings perfectly, and he was also able to create deep emotions with his audiences as well. Unfortunately David’s paintings showed wars and the results of them were brutal. David’s most famous paintings of the time were the Oath of Horatti and Coronation of Napoleon, and they were obviously painted for political propaganda purposes because of their content. Napoleon Bonaparte was born in France in the year of 1769 and grew up to over throw the Monarchy. In 1799, after serving in various French army commands, including major campaigns in Italy and Egypt, Napoleon became first consul of the French Republic, a title with clear and intentional links to the ancient Rome Republic. In May 1804, he became the King of Italy. Napoleon was very aware of David’s talents. He knew David had a sharp â€Å"understanding of cult of political personality and the sophisticated craft of shaping public image† (Anonymous, 2001). The Coronation of Napoleon was the name of the painting done for the new Emperor of France. The celebration was held at the Paris’s Notre-Dame Cathedral on December 1804 (Kleiner, 2006). In the painting, David, has painted the Pius lifting his hands in a half-hearted blessing gesture. He also lowers the Popes chair so that Napoleon’s would appear relatively larger, with his back symbolically turned towards the dwarfed and older man. It also included 150 guests from pomp and pageantry, to help in celebration. In this painting Napoleons mother was late arriving in Paris (in time to miss it) but Napoleon, instructed David to paint her in. David painted Josephine (Napoleons wife) with her kneeling to receive her crown. David does make other adjustments to the paintings to make her look better for his works. David conceptually divided the painting to reveal polarities. David painted the pope, priests, representing the Catholic Church on one right, contrasting with members of the Imperial court on the left. For the painting commemorating the occasion, the emperor insisted that David depict the moment when, having already crowned himself which create more tension between state and church Napoleon placed a wreath upon his wife’s head, further underscoring his authority even more (Galitz, 2004). This focus on Josephine’s crowing, some historians believe, was also away to highlight the future of Napoleonic Empire. This was the woman after all, who would (theoretically) bear Napoleon’s heir. To that end, David painted the 41 year old Empress to appear much younger than she does in a far more sensitive, intimate pencil sketch. When a visitor to his studio noted that David had made Josephine look in the final painted version-where she loses the double chin from the tender drawing-the painter retorted: â€Å"Eh bien, allez le lul dirre! (Yeah? Go tell that to her that) (Anonymous, 2011). Others in attendance of the festivities and the painting was, besides Napoleon and his wife Josephine and Pope Pius VII others were Joseph and Louis Bonaparte, Napoleon’s ministers, the retinues of the emperor and empress, and a representative group of clergy, as well as David himself, seated among the rows of spectators in the balconies. Despite the artist’s apparent fidelity to historical fact studies show that David made adjustments to his drawing at Napoleons request. An example, he had David paint the pope’s hand in a blessing position, and his mother to be painted in the center background when in fact she was not in company (Kleiner, 2006). Although David had to incorporate numerous figures in lavish pageantry in his painting, he retained the structured composition central to the Neo-classical style of painting. Like his Oath of the Horatii, David presented the action as if it were on theater stage, which in this instance it is literally the case, even if the stage Percier and Fontaine constructed was inside a church. In addition, as he did in his arrangements of men and women in the Oath of Horatii. David conceptually divided the painting to reveal polarizers (he divided them into sections. ) The pope, prelates, and priests representing the Catholic Church appear on the right, contrasting with members of Napoleon’s Imperial court on the left. The relationship between church and state was one of this period’s most contentious issues. Napoleon’s decision to crown himself, rather than to allow the people to perform the coronation, as was traditional, reflected Napoleon’s concern about the power relationship between church and state. For the painting commemorating the occasion, the emperor insisted that Napoleon places a crown on his wife’s head, further underscoring his authority. Thus the painting represents a visual document in the tradition of history. It is also a more complex statement about the changing politics in Napoleonic France (Kleiner, 2006). Artists also will use devices to help in the development of a painting. Some use dramatic, mythology, poetry, and situations for ideas. When painting, no one model (figure) is dominate. They will even hire models to pose for them; it may take hours maybe even days of sitting in the same place in the same pose before the artist is finished. They will make their own props; by sewing clothing or hats to make a scene complete. David having had experience with the military and now working with Napoleon had the tools and experience for his first place painting the Oath of Horatii which brought him much fame and fortune (Haggo, 2010). David’s painting of the Oath of Horatti was completed in 1784. David embodies the neo-classical style in this painting as well as the Coronation of Napoleon. The Oath of Horatti illustrates the event written in the Livy’s history of Rome. This painting was an instant success and was proclaimed â€Å"the importance of reason and the intellect over and above feeling and sentiment, and it defended the ideals of male and self- sacrifice in the interest of one’s country† (Tate, B. 2011). In the painting of the Oath of Horatti, we look upon a scene in ancient Rome, In a Roman families’ dispute. David presents the sons individuals by stressing differences in facial features and uniforms. But the threat to their country demands the suppression of individually. To underline the son’s solidarity, David gives them almost identical poses. We come to the house of Horatti, with three brothers are standing together hulled in a group silent and calm (neoclassic) muscular, and toned, and instructed with the belief that State First, the three brothers arms stretched out and fingers are just millimeters way from the blades that are held out by their father to ready for war, they are about to fight the Curiatii Family to decide war between the nations (Haggo, 2010). The bearded father stands in the middle in a red cloak, legs flexed to keep his balance while holding the massively sharp swords, facing his three sons. He stands with authority and pride. Then our eyes naturally move to the next focal point, which being the next large group of huge swords that the Horatius Father holds in his expansive arms. Horatti address his sons independently stressing their facial features and uniforms that each wore. But a threat to their country demands the suppression of individually to underline the son’s solidarity. David gives them almost the same position and one brothers hand on the others waist (Kleiner, F. 2006). In the front to the left of the painting is a groups of women huddled together these women are dressed in silken garments seemly melting into tender expressions. Their despair is partly due to the fact that they may lose one or all their men in battle. One of the Horatti men was married to a Curiatii women sitting on the bench, a sister was engaged to the Curiatii man. Then in the back in the dark a woman is sitting in the dark and tries to hide a child’s face from what would be happening with just one word. The woman behind in the corner with the young child is said to be the mother to the three men, and the grandmother to whom she holds a small child in a protective manner, suggesting fright of the present surroundings. Unlike Horatti who is willing to sacrifice his family in exchange for state (Haggo, 2010). There was scarcely a young painter of the following generation who was not influenced by David’s style, a style which had within it such diverse aspects as classicism, realism, and romanticism, and humanism among his foremost pupils, each of whom developed various different facets of his style, was Antoine Jean, Baron Gros, Pierre Narcisse Guerin, Francois Gerard, Girodet de Roucy-Trioson, and perhaps most important, Jean-Auguste-Dominique. In portraiture, the carefully molded and polished surfaces of works by Gerard, Gros, and Girodet-all students of David reflect the legacy of their master. In his 1823 portrait of Madame Reizet, Girodet, whose portraits were in great demand, convincingly renders the varying textures of fur, velvet, lace, and flesh, creating a smooth surface with no visible brushwork. Yet another Davidian, Ingres, who was briefly in David’s studio in the late 1790’s, would transform his master’s neoclassical portrait model in the nineteenth century. While the precise draftsmanship of his portrait drawings attests to his training under David, the stylized contours and anatomical distortions characteristic of his painted portraits subvert David’s Model. In his pair of portraits of the LeBlanc’s, Ingres flattens forms and elongates limbs; such stylized abstractions counter the almost hyperrealism of such fabrics as the cashmere shawl and tulle sleeves. He creates a similar dialogue in his portrait of the princess de Broglie of 1853 the virtuoso rendering of the multiple folds of her silk skirt, the tufted damask chair, and the marabou feathers of her hair ornament counters the mannered elongation of her arms, her seemly boneless fingers, and her idealized face (Galitz, 2004). By the 1820’s the new romantic style, with its free handling of paint and expanded repertoire of subjects, offered an alternative to Davidian neoclassicism. David himself has been exiled to Belgium in 1816, where he died in 1825, and his studio was run by his loyal pupil Gros until his own death in 1835. In pursing the stylistic alternative that Romanticism offered, French, artist looked beyond their borders, emulating British prototypes, particularly in landscape and portraiture. In addition, the boundaries between Neoclassicism and Romanticism blurred, as evidence in the works of many of David pupils. By 1840, then, the emergence of an artist such as Theodore Chasse Riau, whose hybrid style fuses Davidian classicism-which he learned in Ingres’ studio-with the Romantic painterliness and exotic subjects of Eugene Delacroix, captures the contradictory stylistic impulses of his generation (Galitz, 2004). With Bonaparte’s defeat at waterloo and the subsequent restorations of the Bourbons, aid tried to retreat into quiet seclusion, but his earlier politician affiliation and more particularly, his actions during the heat of the Revolution were not calculated to warm his relations with the new rulers. He was declared persona non grata and fled. After short time he settled in Brussels, where he continued to paint until his death on Dec. 29, 1825. His family’s urgent request that his ashes returned to France was denied. To the drawings, fans of all things shinny will enjoy the display of regalia, swords, and scepters used in the actual ceremony. Most of these the heavily symbolic objects were supposed to have belonged to the emperor Charlemagne himself. This was another politically expedient, if not entirely accurate link to the past. The whole event with its carefully elaborated references to both past and to the future-took five hours and demanded several costume changes by the Emperor. The white satin tunic that Napoleon wore while the pope anointed his head and hands in oil (the part of the ceremony to which Le Sacre actually refers) is here, but the Imperial robes and gold Laurel wreath depicted in the painting were intentionally destroyed in1819. Only one leaf from the original crown remains, encased like a saint’s relic. In 1819, the cult of personality that Napoleon had masterfully created was too dangerous for his Bourbon successors to have his holy relics lying around. But 200 years later, we can marvel as its creation from safer – and enormously edifying distance (Anonymous, 2011). As we come to the end of our journey looking into some of the works of Jacques-Louis David, we find that he painted, and sketched over hundreds canvas. The two masterpieces that that are here in these few pages were those painted under royal patronage and for his country. Even though it would be two years before the revolution, his painting Oath of the Horatti became semiofficial voice of the French Revolution because the painting shows country before family. The voices of France say Napoleon â€Å"He is a symbol of France and the origin of our law†. His reign did not last, but not without many men who lost their lives. David, as a craftsman of his trade he used different devices and techniques to accomplish his works. David went on to be a phoenix-like recovery and become Napoleons image maker. David painted both painting with state before family, he became something even with the mistakes he made in 1794, and Jacques-Louis David barely escapes death, due to his connections in the revolutionary war. He stood trial and went to prison and almost lost his mind. After his release he had to work hard to reconstitute his career. That is exactly what he did, and he will be forever History for his fine works of Art.

Role of Public Relations in the Re Establishment of Failing Barands Essay Example for Free

Role of Public Relations in the Re Establishment of Failing Barands Essay These regions later set up their private stations pioneered by the West, at Ibadan, prior to independence. In 1960 and 1962 respectively, Enugu and Kaduna followed suit. And with the creation of more regions by the General Yakubu Gowon (rtd) administration and creation of more states by both Alhaji Shehu Shagari and Ibrahim Babangida regimes, more state government-owned television and radio stations were established. Daily Times, Express, Tribune, New Nigeria and Sketch were among the fore-runners in newspaper publishing. Some state governments also published 15 ewspapers that addressed their local audience. Two major magazines- Drum and Spear from Daily Times stable were also at the time published. Between the early 1960’s and 1970, there was no spectacular development in the industry. But the promulgation of Nigeria Enterprises as promotion Decree of 1972 popularly known as Indigenization policy ushered in a new phase in the industry. The policy transformed key positions in corporate organisations to indigenes. Mr Silvester, Muoemeka was by the dictates of the policy to emerge the first indigenous chief executive of Lintas. Lintas further empowered more Nigerians to take up the business of advertising some of whom had to leave broadcasting to embrace the new thinking. By the later 1970’s however, two ambitious agencies, Rosabel Advertising and Insight Communication, sprang up. The coming of the two agencies which till today are still doing very well, no doubt, was a watershed in the industry of advertising in Nigeria as the agencies brought new ideas into the industry while taking creativity to a higher. Before the turn of the decade, 23 agencies had been formed. With the steady growth in the number of practitioners and agencies arose the need for associations to be formed to advance their common interests and a regulatory body to that would regulate and standardize advertising practice. A 16 meeting of the agencies held at Ebute Metta, Lagos in 1971 was to metamorphose into Association of Advertising Practitioners of Nigeria (AAPN) with the objective of protecting practitioners against unfavourable business. The association was later renamed Association of Advertising Agencies of Nigeria. As the industry continued to grow in volume of business and complexity, more and more people were attracted to the industry. The need to establish an institution to regulate advertising practice became apparent. This gave rise to the establishment of Advertising Parishioners Council of Nigeria (APCON) by Decree 55 of 1988, later renamed Act 55 of 1988 by the civilian administration on November 1989, the first meeting of the association held somewhere in Ebute-meta, Lagos finally culminated to the birth of APCON. APCON started operation in 1990 with the employment of the pioneer registrar in the person of Dr Charles Okigbo. The era of economic restructuring and liberalization opened up the Nigerian business to global economy. Foreign investments started flowing into the economy the expatriates who once left the shores of the land due to the indigenization policy gradually returned. And with them, the boom in economy. Aside, privatization of mass communication medium in the 1990’s also witnessed the setting up of private owned media houses which are platforms for advertisement placements. But in the 1990’s the sector came alive. Not only that alarming and ambitions agencies such as Prima Garnet, Sotu and Caesers sprang up, the sector began to 17 xpand beyond advertising as full services public relation firms such as the Quadrant JSP and Quest were established. Also the era witnessed the mad rush of foreign affiliations. While some agencies sought this affiliation to help boost their human capital, others just joined the bandwagon just to feel among. As the business expanded, related servic es providers joined the fray to cash in on the boom. Not long after they formed themselves into association to also further heir cause and protect their interest. Media Independent Practitioners Association of Nigeria (ADVAN), outdoor Advertising Association of Nigeria (OAAN) emerged. Not long the industry became an all corners affairs. Competition became very stiff and practitioners started adopting unwholesome means to undercut one another. Industry debt became a major issue to the extent that it attracted the attention of past federal government who encouraged the practitioners to find a way of resolving the perennial problem. Just as competition continued to get stiff, agencies did not rest on their oars as they embarked on training of their staff that will be able to meet the challenge of modern day advertising. As creativity took centre stage, the industry witnessed a lot of innovation and creative ideas. The foreigners who started coming back brought with them standard and professional which changed the advertising landscape. Restructuring, training and brand building and creativity have taken centre stage. 18 Today, Nigerian advertising industry is making efforts to ensure that they measured up to global industry practice. Affiliations also avails them of technical know-how in the areas of creativity and training. From deploying foreign adverts, the industry has grown to shooting their adverts locally and injecting a lot of local content in their campaigns. . 2 THEORETICAL FRAMEWORK This research would critically consider three different theories that are relevant to the research topic. The theories are as follows: Excellence theory by J. E. Grunig DAGMAR theory by Mackay Lavidge Steiners Hierarchy-of-effects theory EXCELLENCE THEORY The â€Å"Excellence Theory† (J. E. Grunig et al. , 2002) was initially developed, and is continually being tested, in order to demonstrate wha t makes for public relations practices that are both efficient and ethical for all parties involved. Public relations, as defined by J. E, Grunig (1992), is â€Å"the management of communication between the organization and the publics that it interacts with†. Through the continued work of the Excellence Project, the â€Å"Excellence Theory† demonstrates how excellent public relations is able to interact and 19 work with both internal and external publics, recognizing that publics are not merely passive audiences accepting messages in a hegemonic structure,1 but that each public that comes into contact with the message is viable and enfranchised with agency. The â€Å"publics† in public relations exist within and outside the organization. Each public, through the interaction with the public relations professional, allows for a variety of perspectives and insights toward a single goal or a collection of goals. If these groups are not allowed the choice to have their respective voices heard and recognized as active and important, decisions are made by the dominant coalition (L. A. Grunig et al. , 2002) without all of the mitigating factors and facts placed in front of them, resulting in the once dominant organization losing economic, political, and social capital within and among the publics served. It is this critical perspective to public relations, respecting publics as ethical and moral beings, that L. A. Grunig et al. (2002) aligned with when they considered the most important question for ethical public relations: â€Å"How can one balance the interests of society, of the public relations profession, and of the individual professional† (p. 556). The â€Å"Excellence Theory,† originally proposed in 1992 (J. E. Grunig et al. , 1992), was grounded upon an â€Å"extensive literature† review and evaluation, examining theoretical positions from various academic disciplines and ontologies, including: marketing, psychology, communication, and feminist 20 tudies (J. E. Grunig, 1991). The project’s purpose was to develop a new approach to public relations, detailing to public relations practitioners what organizations must have (both in expectations and characteristics) in order to be excellent and how to communicate those same concepts. The resultant cha racteristics of excellent public relations programs look at all levels of organization: program, departmental, organizational, and societal, along with the desired effects of excellent public relations practice. These characteristics not only present the â€Å"Excellence Theory† as a normative ideology, but also as an emancipatory system that strives for egalitarian opportunities for all publics. The characteristics and effects of excellent public relations, as presented by L. A. Grunig et al. (2002, p. 9), offer an opportunity for the critical inquiry of the dominant coalition within either an antonymous public relations organization or an organization with a public relations component. This new possibility for the theory and its pragmatic capabilities position the â€Å"Excellence Theory† as a critical paradigm applicable to the current calls for critical research within public relations. DAGMAR Russell Colley created DAGMAR when he prepared a report for the Association of National Advertisers. This report was entitled Defining Advertising Goals for Measured Advertising Results, shortened down to 21 DAGMAR, and thereof the name, (Belch Belch, 1995) and was later in 1969 published as a book with the same title (Mackay, 2005). DAGMAR was created to encourage measurable objectives for each stage of the communication (Smith Taylor, 2002) and does not deal purely with the message (Mackay 2005). DAGMAR focuses on the levels of understanding that a customer must have for the organisation and on how to measure the results of an advertising campaign (Belch Belch, 1995). The main conclusions on the DAGMAR theory were expressed in the following quotation: All commercial communications that weigh on the ultimate objective of a sale must carry a prospect through four levels of understanding. . The prospect must first be aware of the existence of a brand or organisation 2. He must have a comprehension of what the product is and what it will do for him 3. 4. He must arrive at a mental suspicion or conviction to buy the product Finally he must stir himself to action. (Mackay, 2005, p. 25-26) 22 The communication has to be specific and measurable, and is therefore based on a hierarchical model containing the four stage s set out above in the quotation (Mackay, 2005). The DAGMAR approach has had a huge influence on the how to set objectives in the advertising planning process and many planners use this model as their base. However, just as the other approaches within advertising, DAGMAR has been met with critique. One of the major criticisms towards DAGMAR is on its reliance on the hierarchy-of-effects theory, just as with AIDA. Customers do not always pass through the stages in a linear way. Another criticism made towards the DAGMAR approach is that it focuses too much on strategies. Many creative people within advertising are looking for the great unique idea that can result in a successful campaign and feels that the DAGMAR approach is too concerned with quantitative measurements on the campaign (Belch Belch, 1995). LAVIDGE STEINERS HIERARCHY-OF-EFFECTS MODEL This model was published during the same period as DAGMAR. The model was named the hierarchy-of-effects model which is the same name as some authors used on the foundation theory, and will therefore go under the name, Lavidge Steiners Hierarchy-of-effects model in this study. 23 According to this model customers do not switch from being completely uninterested to become convinced to buy the product in one step. Lavidge and Steiners hierarchy-of-effects model is created to show the process, or steps, that an advertiser assumes that customers pass through in the actual purchase process (Barry Howard, 1990). The model is based on seven steps, which as with the other models must be completed in a linear way. The big difference between this model and the others is not only the steps, but also the view on how to pass them. Lavidge and Steiner (1961) write that the steps have to be completed in a linear way, but . potential purchaser sometimes may move up several steps simultaneously. (Lavidge Steiner, 1961, p. 60) which is supported by Munoz (2002) who writes that normally ultimate customers do not switch directly from being interested to become convinced buyers. Lavidge and Steiner identify the seven steps in the following order: 1. Close to purchasing, but sti ll a long way from the cash register, are those who are merely aware of its existence. 2. 3. Up a step are prospects who know what the product has to offer. Still closer to purchasing are those who have favourable attitudes toward the product. 24 4. Those whose favourable attitudes have developed to the point of preference over all other possibilities are up still another step. 5. Even closer to purchasing are customers who couple preference with a desire to buy and the conviction that the purchase would be wise. 6. Finally, of course, is the step which translates this attitude into actual purchase. (Lavidge Steiner, 1961, p. 59) Lavidge and Steiner (1961) also wrote, in their article, that they are fully aware of the impulsive purchases that customers can make, but they mean that for higher economical goods these steps are essential for the advertiser to include. This model also has as a premise that advertising occurs over a period of time, and may not lead to immediate response and purchase. It is rather a series of effects that has to occur, with each step fulfilled on the way towards the next stage (Lavidge Steiner, 1961) Behind this model is according to Belch Belch (1998) the premises that advertising effects occur over time and advertising communication may not lead to immediate behavioural response or purchase, but rather, consumers must fulfil each step before (s)he can move to the next stage in the hierarchy. Belch and Belch 1998, p. 146). 25 As with the former models discussed, this model has also been criticised. The criticism on Lavidge Steiners model is very similar to the one made on DAGMAR and AIDA. There is still no evidence on the fact that awareness of a products leads to purchase, and the steps are still unclear. Criticism has also been made on each individual step in the model. Critics do not think that the model expla ins how the customers will go from one step to another and to point out the steps without explaining them further is not seen as enough. CRITICISM ON THE HIERARCHY OF EFFECTS THEORY. The models that are based on the hierarchy of effects theory (Mackay, 2005) can be very helpful but are not conclusive. There are several factors that these models do not take in consideration. 1. Not all buyers go through all stages, 2. The stages do not necessarily occur in hierarchical sequence, 3. Impulse purchases contract the process. (Smith Taylor, 2002, p. 97) The hierarchy models help the advertiser to identify the stages that buyers generally passes through, but cannot be used as obvious guidelines (Smith Taylor, 2002). 26 As seen earlier in this chapter the criticism on the models and theories are very similar. They have all been met with the criticism that customers do not always follow a straight line of steps when purchasing a product. Not all customers pass through all the steps before buying a product, some may stop at one stage, and some may go back several steps before later on going back for the product. 2. 3 REASONS WHY PRODUCTS FAILS It would surprise one to hear that, a staggering 70-80% of all new products in the retail grocery industry fail (www. allbusiness. com). In Great Britain, the rate may be as high as 90% (www. rchives. tcm. ie/irishexaminer). Of every 3,000 raw ideas for new products, only one makes it to the marketplace (www. faculty. msb. edu). And a whopping 46% of all resources allocated to new product development process in the U. S. are spent on products that fail (www. faculty. msb. edu). Marketing Wise Group in Dallas-Fort Worth-Arlington, TX is of the opinion that no com pany can do without introducing new products or extending their brand line if they want to remain afloat in a competitive market or if they do not want their products and brand image to go stale. It is the opinion of this group that Quisp Cereal, Ipana Toothpaste or Commodore Computers failed because they failed to implement a new product development process to keep their 27 stable of brands vital or had a flawed new product development process to begin with. According to Gwinavere Johnston; founder and CEO of Johnston Wells Public Relations, if your answer to one or more of the following questions is yes, then chances are that is the reason your product failed. 1. Did you do the right amount and kind of marketing research in the initial stages of your new product development process? . If you conducted research, did you follow the results or ignore them? 3. Was your product launched ahead of its time? 4. Was your product launched on the downward side of a waning fad or trend? 5. Did your product take on a life of its own and you got to a point your new product development process couldn’t turn back? 6. Were you as a company able to execute the product to the consumerà ¢â‚¬â„¢s desires? 7. Did your new product development process create a â€Å"me-too† product? Second in the marketplace is a grim position to be. How many flavoured waters does the world need? 8. Was your company too financially conservative and too aggressive in its expectations for a quick ROI? 9. Is your new product development process as streamlined as it should be? 28 10. Is your product hitting a little before or on top of a trend, or is it a fad? According to Gwinavere Johnston when such a problem arises what is oftentimes needed is an overhaul in your new product development process, which is difficult to see from inside the organization. One may need a specialist in the new/returning product development process, someone who has been in the trenches and has had a fare share of successes and failures. That person has the unique ability to observe your new product development process and, from their years of observing other organizations, is able to pinpoint where in your new product development process modifications need to be made. According to Glenn Moray, companies that fail or that are at the verge of collapsing, at one point in time all made the same mistake that brought about their waterloo: failing to focus on the concerns of their publics. If publics are the groups a company relies on for success, it is dangerous to neglect them by ? ? ? ? Focusing on share price to the detriment of quality and integrity, Forming boards that are not designed for strong corporate governance, Misleading shareholders, employees and others by not sharing the full story, Emphasizing what is legal, rather than what is ethical, and/or Jeopardizing employee jobs and savings through business misconduct. 29 From the above statement by Glenn Moray, it can be deduced that customer awareness and unders tanding is paramount to the success of any company or product. When a company is in distress, tell shareholders and indeed all stakeholders that full extent of the damage and what are in place to curb the problem or mitigate the effect of the problem/distress. 2. 4 THE ROLE OF PUBLIC RELATIONS IN MARKETING A CONSUMER B R A N D . According to Glenn Moray of the Moray Evans Advertising, The strategic role of PR for consumer brands is critical to extending the impact and credibility of advertising. The questions we so often ask from a PR effort are: (1) what are you trying to achieve with your PR over the long run, and (2) how does it integrate with your marketing and communications plan? The most obvious strategic role for PR-a role that meets a communications objective that is difficult for conventional advertising to address-is to create community affinity while at the same time complementing consumer affinity for the brand. PR is uniquely capable of building relationships with communities (geographic, demographic, social, political, special interest, etc. ) through events, sampling, causes, in-kind support, and sponsorships, to name a f e 30 w . PR delivers messages not normally addressed in conventional advertising. For example, good news about the clients business, new services or new level of commitment to service, how well the client is measuring up within its competitive set, the clients business heritage, or the clients involvement in the community. These types of messages are critical to creating a positive selling environment for our advertising. Equally important, it creates buzz for our client as a company. According to Leana Clark (2002), PR builds momentum into the launch of a new ad campaign. This provides exposure between media flights and increases frequency of brand exposures during the duration of the advertising period. In the fight for brand awareness and top-of-mind consideration, there are few substitutes for pure frequency. And last, but certainly not least, we like to see PR reinforce, in the consumers mind, those moments when a company chooses to put a stake in the ground: The launch of a new market, acquisition of another company, a new partnership, a product release, relevant differentiation, or new leadership with a new vision. All of which provide value to the consumer. 2. 5 ROLES OF THE PR PRACTITIONER IN AN ORGANISATION 31 According to Gwinavere Johnston, there are four principal roles for a corporation’s chief public relations officer. The first is to serve the corporation as a sensor of social change. He/she perceives those societal rumblings that auger good or ill for the organization. In a way, he/she is like the radar chief who gives the early warning. And after pondering the yearnings and stirrings, he/she interprets the signals for the management team. Part of the job as corporate sensor is to keep management focused on those external problems not usually considered part of managing a large business. He/she is the one who says you dont care for the likes of a Ralph Nader or a Jesse Jackson, but you should never underestimate the power they wield over people and problems that can damage our business. † The second role is that of corporate conscience. I trust you and your colleagues in management will not infer that only public relations executives have a conscience or that public relations people are either more ethical or more moral or have a greater commitment to serving the public interest than executives with other titles. In fact, there may be others with more of these qualities than the person with the public relations/ communications title. But the fact is that being the corporate conscience is not in the job description of other 32 executives. It is or should be in the job description of the chief public relations officer. The third role of the chief public relations/communications officer is that of communicator. The tendency especially in recent times, as I referred to earlier is to think that communications, mainly working with the media, print, electronic and digital is his/her only role. Though communications is an important part of the job that is hardly the case. The global corporation has two distinct audiences; one external, the other internal. Communications with both audiences move in two directions: what the corporation says to its external stakeholders and what it says to its employees, distribution and supply chains, and shareowners. Listening is as important a part of the job as speaking and the chief public relations officer should be equally adept at both. For both audiences, the why and how of an action or policy is invariably as important, if not more so, than the what and the when. The goal of communications is more than to tell or inform; its primary purpose is to bring about understanding. No matter how effective the dissemination of information about a corporation, it will not succeed unless it truthfully reflects the corporations behaviour. Above all, the corporation must always deliver on its promises, whether guaranteeing the reliability of a pr oduct or achieving earnings goals. In the words of the rapper, if youre gonna talk the talk, you gotta walk the walk. 33 The fourth role is to serve as corporate monitor. Since the public relations/ communications department is the companys voice and also has so major a role dealing with and commenting on public issues, there is a need for constant monitoring of policies and programs to make sure they accord with both the companys commitment and with public expectations. If they fall short, its the job of the chief public relations officer to agitate for new programs and policies. Failing to do so means, simply, that he/she is not living up to the requirements of the job. To summarize, the chief public relations officer has four roles: corporate sensor, corporate conscience, corporate communicator and corporate monitor. As corporate sensor and corporate conscience, he/she contributes to and participates in the decision making process. It is his/her job to anticipate changes in the social environment and make sure the corporations response is in the public interest and accords with public expectations. In the roles as corporate communicator and corporate monitor, he/she speaks for the corporation both truthfully and timely and makes certain the corporation is delivering on its promises. . 6 BRANDING A very famous proverb goes: What is in a name? A rose will still smell the same, even if it is called by another name! 34 However, with the advent of latest technology and changing trends, the time has come when we need to do some rethinking. Today, everything is online and virtual: virtual money, online business and so name or rather branding is the most i mportant facet for anything. Not just any business, but for any particular entity, branding is the key word. A brand is the identity of an entity. Just think of Marilyn Monroe and the first thing that comes in your mind is flying skirt. When we talk about online business, the brand identity is the foundation for building a relationship with your customer beyond product, distribution, pricing, or location of your business. It plays an integral part behind the success of any product. Brand is the relationship that secures future earnings by securing customer loyalty. Leana Clark (2002), states that, â€Å"Usually consumers have lot of choice of products in the same market segment so brand loyalty plays a very important role for your business growth. A company with high credibility and brand loyalty succeeds in keeping consumers re-buying their product rather than going to a competitor. Statistics tell that it takes five times as much money to gain a customer as it does to retain one. Moreover a satisfied customer also helps in generating word of mouth publicity which increases your potential c u s t o m e r s † . Branding goes beyond marketing. All aspects of your business should reflect 35 and support your intended brand to create a long term and fruitful relationship with your customers. According to Helen Katz in her book Advertising Principles, A lot of effort goes in developing a brand. It involves more than just picking a catchy name. The following steps may be followed to create a brand: * Define your brand * Determine the objective of your brand * Identify your target audience * Identify the barriers and crush them * Package your brand then sell and market your brand 2. 7 REPUTATION AND WHY IT MATTERS The reputation of a company or product is what determines how a strong a product is in the long run and how their customers perceive such a product. It would be remembered that in 1986, Coca-Cola made a blunder by trying to change the flavour of coke which reduced their sales drastically. This reduction in sales was largely due to the perception customers have about coke. The taste of a product ultimately defines the brand and is also part of what customers perceive when they see the product. So when the taste changes, then of course perception changes. Customers want to see their brands as reliable and constant, and for a company to maintain its reputation, such a company must 36 ensure that it gives it customers what they want. This statement was upported by Gwinavere Johnston (2002), when he said, â€Å"Reputation can account for a large portion of a companys market capitalization, and can be its most important long-term asset. It impacts an organization in a myriad of ways, including stock price, and the ability to attract and retain customers and employees. Corporate reputation is based on factors such as ? ? ? ? ? ? Qualit y of products or services, Earnings and business performance, Stability and fairness as an employer, Level of integrity in business practices, Degree of honesty and openness, and Involvement in local communities. Today, with distrust of the corporate world at an all-time high, corporate credibility is an over-riding factor. Whether they like it or not, companies today are at the mercy of public constituencies. That means there is growing recognition of the need to foster a good reputation by developing positive relationships with various publics. † 2. 8 HOW COMPANIES CAN RESTORE TRUST If business is to regain the trust it has lost due to questionable ethics and other business practices, it must provide public relations with a seat at the executive 37 evel management table rather than just relying on public relations when a crisis a r i s e s . Consumer confidence is at its lowest point, as evidenced by ongoing studies in 2002, by Schenkeins research partner Roper ASW. Corporate wrongdoing, stock market plunges, and layoffs were cited as reasons for the erosion in corporate trust. Americans put the blame squarely on the shoulders of CEOs, Nigerians also put the blame on those in power an d CEOs of large organisation and financial organisations such as banks, insurance companies, investment firms and the likes, who according to Roper, wont be let ff the hook easily. Consumers view CEOs as the bad guys, and blame their greed for the ensuing crises that have elicited their anger. Clearly, we live in an environment where every company is under the microscope and negative business stories appear every day on the front page of our newspapers. According to Jerry Donovan, â€Å"Quite literally, public relations is managing relations with various publics, a role that grows in importance as reputation becomes ever more critical to business success. Companies can restore trust in a number of ways, many involving traditional PR strategies, such as: ? ? ? Using integrity and fairness as criteria for all business decisions; Maintaining an emphasis on quality of products or services; Openly sharing truthful information with all publics; 38 ? ? ? Actively seeking input from publics and being responsive to concerns; Renewing a commitment to local communities; and Creating forums to encourage dialogue with constituencies. The bottom line is that companies must make it a priority to value the needs of all publics, and to forge good relationships with them. The cornerstone of a good relationship is trust, and trust is based on open and honest communication. Effective public relations tell a companys story in a way that is accurate, honest, and easy to understand, helping to establish a reputation for credibility. † A good relationship also requires a willingness to listen, and true public relations is a two-way process. PR professionals recognize that to manage relationships, they must understand and respect public concerns and viewpoints. They must also go a step further, to serve as the publics advocate within an o r g a n i z a t i o n . In effect, corporate public relations professionals frequently play the role of an outsider. By questioning decisions and their impact on customers, the community, employees, and others, public relation professionals bring the public perspective to an organization, fostering its ability to be responsive to public concerns. 39 CHAPTER THREE 3. 0 RESEARCH METHODOLOGY According to Jacobsen (2002: pg 34) there are two ways to conduct scientific research, one is the qualitative approach the other is the quantitative approach. The qualitative approach is more appropriate for research that aims to get a deeper knowledge about a certain subject, i. e. explorative. An explorative research method aims to investigate a small number of units since it is used to explore nuanced data (Jacobsen 2002: pg 38). Researchers using a qualitative approach are more into finding how people experience their lives and their goal is rather to come to an understanding rather than to reach a static analysis (Bell, 1999). A quantitative approach on the other hand is more appropriate when the research is a broad spectrum of units since it is a theory testing research method. A research like this has a goal of getting broader knowledge about a certain subject (Jacobsen, 2002: pg 29). A researcher using this approach collects data and then tries to analyse the relation between the different 40 productions. The researcher measures and uses scientific techniques that can give quantifiable and possible general conclusions. Since Advertising and public relations is all about emotions and catching people’s interest. Quantitative research used alone could lead to faulty conclusions because it could give the researcher difficulties when trying to understand attitudes and perceptions among the interviewees. But when used alongside the qualitative approach, it gives the researcher a broader perspective about the subject area. The researcher shall therefore make use of the survey method and the in-depth interviews (which is a combination of the qualitative and the quantitative research methods). 3. 1 DATA COLLECTION METHOD CRITICAL ANALYSIS OF SOURCES Critical analysis of sources is according to (Bell, 1999: pg 80) divided into two examinations: Internal and external examination. The external examination is used to investigate how genuine and correct the source is whereas the internal examination is the one usually used when investigating smaller projects. Internal examinations looks more into which type or source it is, under which circumstances it devolved and if it has changed lately etcetera. 41 The researcher for the purpose of this research would use in-depth interviews and also the questionnaires/ survey method. The in-depth interview would be directed towards owners of the shops and also the account officer in charge of the Vita foam campaign in Tie Communications. These interviews were conducted to get first hand information on why Vita foam almost went out of the market and what the company did to get back in business focusing on advertising and public relations. The questionnaire, would be used to gather the opinions of customers and potential customers of Vita foam products 3. 2 CHOICE OF STUDY OBJECT The selection of Vitafoam PLC as the case study has been based on the fact that they had experienced drop in sales, which fits the definition of a failing brand by the researcher and as risen today to become one of the market leaders in their product category. A bar chart on the sales of Vita foam product since 2004-2008 by PeaceWaterCoopers House for Vita foam Nigeria Plc) 42 The reason for using Mushin, Ikeja and Agege local government areas as my sample population is because there is a high density of mattress sellers in these areas. Another reason is that these areas are easily accessible. Choice of interviewing officials of Tie Communicat ions Ltd is based on the fact that they were responsible for the rebranding campaign of Vitafoam in 2005/2006 that eventually brought them to their present position in the market. . 3 CHOICE OF ORGANISATION The organisation (VITAFOAM) selected for this study was used because the researcher aims to explore the roles advertising and public relations play in re-establishing a failing product into the market. The case study was chosen based on the fact that it is today one of the leading mattress brands in Nigeria and had in 2005 experienced a rapid decrease in sales of their products. How they overcame this period and what they did to achieve their present position in the market is what piqued my interest in them. Below are bar charts showing the dividend and earnings of Vitafaom Nig. Plc form the year 2004 to the year 2008. 43 FIG 1: DIVIDEND VS EARNINGS PER SHARE FOR VITAFOAM (extracted from the 2008 annual report compiled by PeaceWaterCoopers House) FIG 2: PROFIT AFTER TAX VS SHAREHOLDERS’ FUNDS 44 (extracted from the 2008 annual report compiled by PeaceWaterCoopers House) FIG 3: PROFIT AFTER TAX VS DIVIDENDS 45 (extracted from the 2008 annual report compiled by PeaceWaterCoopers House) 3. 4 CHOICE OF CUSTOMERS/RETAIL OUTLETS In the selection of customers to be interviewed for this study, the researcher has been looking for persons that have been exposed to advertising from the chosen organisation and that have bought their products at least once, but not 46 necessarily the product that have been promoted in the chosen advertising campaign. The researcher shall interview ten (ten customers) in three different retail outlets from each of these local government areas; namely: Ikeja, Mushin and Agege local government areas. Making it a total of 90 (ninety) customers to be interviewed. The customers shall be selected randomly. Also the researcher shall also be interviewing 5 shop owners from each of these local government areas, making it a total of 15 shop owners that would be interviewed. Also the account officer in charge of the advert campaign of Vitafoam shall be interviewed. 3. 5 PROCESSING OF THE RESULTS In the work of analysing the findings found during the interviews the researcher has chosen to record the interviews to make it easier to go back and go through them again later on. The interviews have also been written down to paper from the recordings to make it easier for the researcher to go through them and compare them to points in the literature. By doing it this way it is easier for the researcher to go back without missing out on something. 47 3. 6 RESEARCH QUESTIONS 1. What caused the decrease in sales of Vita foam products? 2. How did public relations and advertising help restore Vita foam into the market? 3. How do we identify a failing product? 4. What strategies do public relations experts employ in re-establishing Vita foam in the market? 5. What advertising strategies were employed in re-establishing Vita foam in the market? 48 CHAPTER FOUR DATA PROCESSING, PRESENTATION AND ANALYSIS 4. 0 INTRODUCTION In this chapter the information gained in the interviews with the account officer that handled the adverts for Vita foam in 2005/2006, shop owners around the speculated local government areas in Lagos, and customers of Vita foam products will be presented. The information will be presented by first retelling the information gained in the interview with the interviewee from TIE COMMUNICATIONS, and then shop owners around Lagos. Also information gotten from the questionnaires distributed among customers of polymer products generally would be presented in this chapter. 4. 1 DATA PRESENTATION SHOP OWNERS From the interviews conducted by the researcher on shop owners in Ikeja, Mushin and Agege local government areas, it was found out that, Vita foam Nigeria has been a very popular brand since the 1990s. They all agreed that around 2004, sales for the product had remarkably reduced and by 2005, Vita foam product was hardly in demand. 49 The interviewees said the reason for this decrease in sales can be attributed to the fact that other brands where springing up and where willing to sell the same or almost the same quality of products for a lesser price. They gave examples of this price differences that might have caused this reductions in sales one of which is; the queen size mattress (ordinary) was selling for Thirteen thousand Naira in 2005 and Mouka foam was selling the same type of mattress with the same quality for eleven thousand five hundred naira. The interviewees speculated that even the less popular brands like Vono foam, Sarafoam etc where producing good quality mattresses for a reduced price. The interviewees said that Vitafoam’s greatest rival in the polymer market was Mouka foam and Sarafoam, because these brands were not as expensive, available and also of good quality. It is the opinion of the interviewees that the adverts Vita foam did though were not so popular; they left an impression in the mind of anyone that was exposed to the advert. They are of the opinion that the rigorous Vita foam campaign carried out from year 2005 though to 2006, helped boost the sales of the product and helped re-establish their relevance in the market place. 50 ACCOUNT OFFICER FROM TIE COMMUNICATIONS. The interviewee asserted that the company was in charge of the Vita foam account in the year 2005/2006 and were responsible for the PR and Advert campaign carried out by Vita foam in the same year. The interviewee said that the company was approached by the client (Vitafaom) to help organise and advert and PR campaign to help boost sales and popularity level of the brand. The interviewee went on to say that the client was troubled about the constant decrease in sales of its product. The interviewee said that the first thing they did when they got the account was to carry out a research to find out why Vita foam is facing the problems there are facing, also to get a clear picture as to how Vitafaom is faring in the consumer market and to test the popularity of the brand. After which they came back to brainstorm on the strategies to use to tackle the problems discovered in the cause of the research. It was discovered that the major cause of the problem was the fact that the competition was giving the same quality for a reduced price and Vitafaom was also losing its name as people hardly knew their name anymore as products like Mouka foam was quickly taking over the market. 51 So they (TIE COMMUNICATIONS) advised Vita foam to carry out a line extension program to develop a product under Vita foam that would be the same quality with Mouka foam but that would be cheaper than Mouka foam. This brought about Rainbow foam which is a brand of Vitafaom and is relatively cheaper than most of the other quality brands in the Nigerian market. The company also proposed a 9 month advert and PR campaign for Vitafaom products which would promote all the products Vitafaom is producing including Rainbow foam. Also they made their presence felt in the Nigerian market by organising scholarship and other social responsible programs in the society. He asserted that in the world of advertising and Public relations it is believed that out of sight is out of mind, so it is important that a product is never out of sight for the consumers. According to the interviewee, an evaluation was conducted at the end of the campaign and it was the general c consensus then that the campaign was successful. The interviewee went on to say that the evaluation was based on the following criteria: 1. After campaign sales volume vis-a-vis sales volume before the campaign. 2. Popularity of the brand. 3. Current market share of Vita foam products. 52 According to the interviewee, a product can fail when it stops satisfying a need, when a competing brand is producing the same quality for lesser prices, when a product is not readily available in the market, when adequate advertisements and Public relations campaign and activities are not carried out, amongst others. The interviewee explained that, though times were hard for Vita foam during the period under review, what made them remain relevant simply was the fact that they kept producing quality products, but ensured that they improve the Public Relations and advertising activities. They started giving out scholarships, giving Vitafoam products to orphanages, also sponsorship of events and programmes were carried out to ensure that the brands image is secure in the minds of the consumers/publics. Some of these events includes, donations to professional bodies like ICAN, donations to clubs and associations like Business Club, National Union of Chemical, Footwear Rubber, Leather and Non Metallic, Standards Organisation of Nigeria, Federal road safety Corps, donations to schools such as Jextoban Secondary school, Ketu, Lagos, end of the year children party sponsored and also organised by the company, sales promotion, price slash etc. The interviewee went on to explain that media relations is an essential tool when trying to win back the loyalty and trust of your consumers. He explained 53 that Vitafoam organised series of facility tour for both media houses and also the regulatory agencies such as Standard Organisation of Nigeria and Manufacturer Association of Nigeria, Polymer Institute of Nigeria, Chemical and Non-Metallic Products Employees Federation and National Union of Chemical, Footwear Rubber, Leather and Non Metallic so as to get endorsements and approval for the products and also for the media to promote them in a positive light. QUESTIONNAIRRE TO CUSTOMERS Ninety questionnaires were distributed and ninety were returned. Based on the data collected through the questionnaires, the following is the outcome of the research. TABLE 1: AGE OF RESPONDENTS Variable 18-20 21-30 31-40 41-50 51-60 60 and above Total No. respondents 5 27 29 16 9 4 90 Of Percentage 5. 6 30 32. 2 18 10 4. 5 100 TABLE 2: AWARENESS ABOUT VITAFAOM 54 VARIABLE I AM AWARE I AM NOT AWARE TOTAL NO. OF REPONDENTS 79 11 90 PERCENTAGE % 87. 8 12. 2 100 TABLE 3: USAGE OF VITAFOAM PRODUCTS VARIABLE YES NO TOTAL NO. OF REPONDENTS 48 42 90 PERCENTAGE % 53. 3 46. 7 100 TABLE 4: WHEN DID YOU START USING VITAFOAM? VARIABLE MORE THAN 20 YEARS AGO LESS THAN TEN YEARS LESS THAN 5 YEARS DO NOT USE IT TOTAL NO. OF REPONDENTS 5 23 20 42 90 PERCENTAGE % 5. 6 25. 5 22. 2 46. 7 100 TABLE 5: DID YOU EVER NOTICE A PERIOD WHEN IT SEEMED OTHER BRANDS WERE TAKING OVER THE MARKET VARIABLE YES NO TOTAL NO. OF REPONDENTS 65 25 90 PERCENTAGE % 72. 2 27. 8 100 TABLE 6: REASON VITAFOAM LOST MARKET SHARE VARIABLE NO. OF REPONDENTS PERCENTAGE % Reduction in quality of the 5 7. 7 product 25 38. 4 55 High price of the product Better quality by competition Better price by the competition Lack of availability of the product TOTAL 23 5 65 10. 8 35. 4 7. 7 100 TABLE 7: WHAT GAVE YOU THE IDEA THAT VITA FOAM MIGHT NOT BE FARING WELL VARIABLE NO. OF REPONDENTS PERCENTAGE % When it was no longer available for sale When I stopped seeing or hearing their adverts When other brands of mattresses became very prominent When friends and colleagues advised me to buy other products TOTAL 0 45 25 20 90 0 50 27. 8 22. 2 100 TABLE 8: IN YOUR OPINION DO YOU THINK VITAFOAM HAS MADE A COMEBACK INTO THE MARKET VARIABLE YES NO TOTAL NO. OF REPONDENTS 70 20 90 PERCENTAGE % 77. 8 22. 2 100 TABLE 9: WHAT MADE VITAFOAM’S COMEBACK POSSIBLE VARIABLE Vigorous advert and PR campaign Reduction in price Increase in quality 56 NO. OF RESPONDENTS 50 7 3 PERCENTAGE % 55. 6 7. 8 3. 3 Creating another competing brand to 20 tackle the competition 10 Friends and colleagues attesting to the 90 quality of Vita foam and the good price TOTAL 22. 2 11. 1 100 TABLE 10: HAVE YOU EVER SEEN OR HEARD ANY VITAFOAM ADVERT ON ANY LOCAL MEDIUM VARIABLE YES NO TOTAL NO. OF REPONDENTS 80 10 90 PERCENTAGE % 88. 9 11. 1 100 TABLE 11: VITAFOAM ADVERT RATINGS VARIABLE VERY GOOD GOOD FAIR POOR VERY POOR TOTAL NO. OF REPONDENTS 50 20 5 5 0 80 PERCENTAGE % 62. 5 25 6. 25 6. 25 0 100 TABLE 12: WHAT INFORMED YOUR DECISION TO START USING VITAFOAM VARIABLE The new packaging The adverts on TV and radio Recommendations from friends Attractive price Sales promo Innovative additions to the product TOTAL 57 NO. OF REPONDENTS PERCENTAGE % 2 40 20 10 10 8 90 2. 2 44. 4 22. 2 11. 1 11. 1 8. 9 100 TABLE 13: MOST EFFECTIVE VITAFOAM ADVERT VARIABLE The radio advert The TV advert The Billboard adverts Print adverts Road shows TOTAL NO. REPONDENTS 10 15 25 40 0 90 OF PERCENTAGE % 11. 1 16. 7 27. 8 44. 4 0 100 4. 2 ANALYSIS OF PRESENTED DATA Based on the data gotten from the interviews conducted and questionnaires distributed, the researcher shall now attempt to answer the research questions this research aimed to answer. RESEARCH QUESTION 1: What caused the decrease in sales of Vita foam products? From the interviews conducted with the shop owners and the account officer in charge of the Vita foam account in year 2005/2006, it is clear that the main reasons for the drop in sales of Vita foam products are; stiff competition from Mouka foam, who was producing a similar product with almost the same quality, but was selling at a lower price. Another reason for the decrease in sales of Vita foam products was lack of advertisement and Public Relations 58 activities on the part of the Vita foam Nig. Ltd; this reduced their popularity in the market place. From the responses gotten from the questionnaires distributed to the customers in different retail outlet around Agege, Mushin and Ikeja local government it is clear that price of the product played a major role in diminishing the sales of the Vita foam products. 38. 4% of the 90 respondents said that the high price of Vita foam products caused the decrease, while 35. % of the same respondents said that better prices offered by competition might be the cause, 5% said Vita foam products were not readily available, 7% said better quality offered by competitors might be a cause for the reduction in sales of Vita foam products. Form the above it is clear that the major reason for the decrease in sales of Vita foam products can be attributed to high price and lack of advertiseme nt and Public Relations activities RESEARCH QUESTION 2: How did public relations and advertising help restore Vita foam into the market? From the interviews conducted with the account officer in charge of the Vita foam account in the year 2005/2006, it is clear that Public Relations and advertisement played a major role in restoring Vita foam into the market. The 59 interviewee pointed out that, through Public relations activities such as giving scholarships, giving free Vita foam products to orphanages etc, the company was able to register in the mind of the consumers as a socially conscious organisation which helped in promoting their image. Also the advert campaign proposed and executed by Tie Communications helped re-establish the Vita foam presence in the polymer industry and also in the long run helped boost the sales of the product. All of which helped restore Vitafaom back into the market place. Data gotten from the questionnaires distributes also asserts that advertising and Public relations activities played a major role in restoring Vita foam into the market place. 55. 6% of the 90 respondents said that vigorous adverts and PR campaign made the comeback for Vita foam possible. While 44. % of the respondents also claim that the adverts they saw informed their decision to buy Vita foam products. RESEARCH QUESTION 3: How do we identify a failing product? Based on the questionnaires distributed and interviews conducted. A product can be said to be failing if there is a sudden and constant decrease in sales. Also about 50% of the 90 respondents that got the questionnaires said that they knew Vitafoam was failing when they stopped hearing or seeing their adverts, 27. 8% of the respondents said that they noticed when other brands became very 60 prominent, while 22. % of the respondent said they noticed when friends and colleagues advised them to buy other products. From the above statistics, a product can be said to be failing, if they is a constant reduction in sales of the product, when adverts are suddenly not heard or seen any more, when other brands become more popular, when friends discourage you to buy the product. RESEARCH QUESTION 4: What strategies do public relations experts employ in re-establishing Vita foam in the market? From the interviews conducted, it can be said that Public Relations played a major role in re-establishing a failing products. The interviewee said that scholarships and Cooperate Social Responsibility were carried out to ensure that the brand name Vitafoam is registered in the minds of the consumers, also sponsorship of important programmes and events were carried out to boost the popularity of the brand. Media relations were also used, series of facility tour for both media houses and also the regulatory agencies such as SON and MAN were organised. RESEARCH QUESTION 5: What advertising strategies were employed in re-establishing Vita foam in the market? 61 From the research, the advertising strategy used to re-establish Vitafoam ack into the market was to create a nine month advert campaign that would run through 2005 and parts of 2006 on radio, television and print media. 55. 6% of the respondents that filled the questionnaires distributed agree that the Vigorous advert campaign embarked on by Vitafoam made it possible for vitafoam to come back into the market, also 44. 4% of the 90 respondents said that the print adverts were most effective in making them buy Vitafoam products. 27. 8% of the respondents said that the billboards advert were most effective in making them buy Vitafoam products, while 16. % said it was television and 11. 1% said it was the radio adverts that got them to buy the product. The strategies used were billboard adverts, radio, TV and print adverts that ran over a period of nine months. 62 CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION 5. 0 INTRODUCTION In this chapter, the major findings of this study will be discussed and summarized, recommendations will also be given. 5. 1 SUMMARY In this study, it was observed that public relations and advertising played a very crucial role in re-establishing Vitafoam into the market after the company experienced an alarming decrease in sales. It was also found out in the cause of the research that through Public relations activities such as giving scholarships, giving free Vita foam products to orphanages etc, the company was able to register in the mind of the consumers as a socially conscious organisation. This 63 helped in promoting their image. Also the advert campaign embarked on by the company helped re-establish the Vita foam presence in the polymer industry and also in the long run helped boost the sales of the product. All of which helped restore Vitafaom back into the market place. It was found out in the cause of the research that a failing product can be identified when; ? The product is no longer available in the market ? When other brands become more prominent ? When the product no longer satisfy a need ? When there is a sudden and constant decrease in sales. ? When friends and colleagues discourage you to buy the product. It was discovered that stiff competition from rival products, high price of Vitafaom products, lack of advertisements and Public Relations activities were the major factors that caused the failure if Vitafoam as a brand in 2005/2006. It was also discovered that through Public Relations and advertisement, Vitafoam Nig. Ltd was able to re-establish dominance in the polymer industry. 64 5. 2 CONCLUSION This study has shown that advertising and public relations play a major role in re-establishing and also maintain a product in the market. The study has shown that high prices of products, availability of the product, lack of PR, advert and other promotional activity might lead to a product failing. The major findings of this study are summarized below: ? Price, availability of the Vitafoam products, lack of adverts and public relations, and competition, caused the failure of the Vitafoam brand in the market place. ? Advertising and public relations helped restore consumer trust and helped restore Vitafoam back into the market. ? A product can be said to be failing if there is a sudden and constant decrease in sales, when adverts are suddenly not seen or heard anymore by the consumers, when friends and colleagues advised them to buy other products. 5. 3 SUGGESTION FOR FURTHER RESEARCH Due to the time limit and the level of this study the outcome has been limited. For future research within this area it could be interesting to investigate this in a deeper study. The use of various products can give a better perception on the 65 roles Public Relations and advertising plays in re-establishing a failing product into the market. Also a study can be carried out to find out how advertising and public relations if not done properly could lead to a product’s extinction. This study could help advert and PR practitioners understand the value of advertising and public relations and know the dangers they stand to face if they are not done properly. 5. 04 RECOMMENDATIONS Looking at the outcome of this study, it is suggested that organisations in the Polymer industry should not look down on adverts and public relations as they can make the difference between a successful company and a failing company. Organisations should ensure that their products and services are constantly in the mind of the consumers because they are the most important factor in the growth of the company. Brand colours and logos of companies in this industry should be used in every retail outlet, as this could attract customers to buy and also tell the public that they are available. 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