Tesco PLC And Its International Communications Strategy Commerce Essay

Tesco PLC And Its International Communications Strategy Commerce Essay Tesco plc is the fourth biggest retailer on the planet after Wal-Mart, Carrefour and Home Depot, and the biggest grocery store retailer in the UK, McLoughlin Aaker (2010, p126). The organization was established after WW1, and is broadly perceived for having extended its administrations during the 1990s away from food supplies. In the last quarter of 2009 the organization had a 31% portion of the whole UK basic food item advertise, with a revealed net turnover of 59.4 billion for the financial year 2008/2009. Cornelissen J (2005, p23) characterizes corporate correspondences at its most essential level as an administration work that offers a structure and jargon for the compelling coordination of all methods for interchanges with the general motivation behind setting up and keeping up ideal notorieties with partner bunches whereupon the association is dependant.â Cornelissen (2004, p32) gives an elective summation of corporate correspondences by means of a verifiable viewpoint, characterizing five focal or center subjects. The acknowledgment by the 1900s that associations in order to remain above water needed to rehearse and connect through correspondences with various gatherings in the earth. For the bigger piece of the twentieth century, overseeing correspondences had been characterized overwhelmingly through advertising and showcasing divisions, this being a characteristically constrained methodology, accordingly contemporary types of interchanges the executives have incorporated these divisions into the more extensive corporate interchanges work. Besides the move from unbending to adaptable market scenes, and progressively serious commercial centers, this along with a more noteworthy call from society for corporate citizenship, driving numerous associations into partner the executives procedures, lastly the relationship of corporate inter changes with the partner time, and the need to manufacture and oversee associations with partner bunches whereupon the association is financially and socially reliant. In this paper, Ill examine and discussion about The External and Internal interchanges. Personality, notoriety and picture, Culture and its impact in corporate correspondences for Tesco, The job of innovation in corporate correspondence, Internal-the job of HR corporate Communication. Hargie D Tourish D (2004, p3) layout the extent of correspondence methodology and authoritative accomplishment with an accentuation on inner interchanges proposing a methodical way to deal with the development of a fit for sailing correspondences technique and the thorough assessment of all means brought the way. Similarly that Cornelissen J (2005), with regards to a recorded comprehension characterizes a move in correspondences systems and practices, the creators illuminate a contemporary worldview. Quirke, (1995, p76) is refered to have characterized the generally bound or comprehended terms of authoritative correspondence, for example, the declaration of the board ends, and the guaranteeing of reliable data, making messages effectively conceivable, and simple to disperse. The creators proceed to refer to Quirkes further recommendations comparative with the endeavor to broaden authoritative interest and contribution, comprehensive of the incitement of reasoning, investment and thou ghts, the systems administration of expertise and learning over the association, the inclusion of all workers in improving procedures, the recognizable proof of methods of giving extra an incentive to client and in conclusion the development of what all representatives accept is conceivable, Hargie D Tourish D (2004, p19), likewise observe Quirke, (1995, p77). Quirke is additionally refered to in to sum up this contemporary perspective on interchanges, the job of correspondence becomes not the top-down dispersal of the board thinking, however the base up methods for associating the individuals who realize what requirements to change to the individuals who have position to get change going. As for issues of outer interchanges various central inquiries are characterized; who is speaking with whom? Which issues get the most consideration and stimulate the most tension? What amount of data are individuals are accepting and sending on essential issues? what amount relational trust exists ; and how the general nature of functioning connections can be portrayed? such issues are among the center worries of endeavors to build up what has been named authoritative atmosphere (Lammers, 1994). The creators proceed to plot the manner by which an interchanges review can be actualized refering to a five phase successive model contrived by Baker, (1999) starting with the choice of a point, trailed by a sketching out of wanted execution corresponding to rules and measures. The third stage involving assortment of target information, fourthly the execution of proper changes to improve execution, and ultimately the assortment of information to check for changes actuated by the model. Van Riel recommends a system for the concurrence of various interchanges works in a solitary association, this being especially pertinent to an organization, for example, Tesco which because of its item and market expansion is worried about a number or fluctuating correspondence channels. Van Riels structure identifies with inside worries of an association or organization, as portrayed by Barker Angelopulu (p371), Van Riel proposes a system for associations to invigorate participation among all pertinent correspondence works by characterizing the standard of corporate correspondence. Three extreme stages are concocted by Van Riel, the meaning of normal beginning stages, the utilization of regular operational frameworks and ultimately the coordination of dynamic. http://www.emeraldinsight.com/content_images/fig/1680120205001.png Figure 1, Van Riel, Internal Communications Framework McLoughlin, Aaker (2010) characterize Tescos achievement and development in the course of recent decades legitimately according to its procedure and picture, further relating it to showcase division. The creators layout various key activities, for example, its oversaw scope of four varying level brand item, best scope of premium items, Tesco solid living, esteem range and Tesco natural range and moreover depicting the manner by which the organization changed client impression of the brand itself, Secondly the organization mantra has moved structure expanding investor incentive to augmenting client esteem. While the basic target is normally to make higher benefits this is explicitly done while concentrating on client care (2010, p127). The third term which Damien McLoughlin, David A characterize is that of its enhancement system which as illustrated depends on four key standards, these being the advancement and venture into the center UK basic food item showcase and into territories l ike accommodation stores; improving through venture into non food efficient purchaser electrics, attire wellbeing excellence CDs and DVDs and in any event, building up its non food best and worth extents; venturing into retail benefits like individual fund telecoms and utilities by going into joint endeavors with significant players in these industry areas; at long last, growing inside which represented over 25% of deals in 2008/9 with plans for additional development in universal markets including India and China, Damien McLoughlin, David A. Aaker (2010) Considering the development and broadening of Tescos administrations and items, notwithstanding the augmenting of its latent capacity focused on advertise scene, the at first characterized terms of corporate interchanges contrived by Cornelissen J (2005) and Hargie D Tourish D (2004), key to which are thoughts of coordination, and the intersection of utilitarian limits, appear to be generally suitable. Regardless of the wide scope of administrations and items offered by Tesco, there are in presence various binding together terms to which the association would require hold fast to, for example, Corporate Social Responsibility (CSR), and a general brand esteem. The associations present various terms which typify the center motivation behind Tesco as a business, Value through serious costs, item decision and high food quality, supportiveness by means of client assistance, accessibility and client interchanges, comprehensiveness by means of the methods for guaranteeing that the associati on offers to a wide scope of clients, something for everyone, and advancement by means of new item improvement and retails administrations innovation. Chaffey et al (2009) layout Tescos system of broadening transcendently as far as web advertising and usage, refering to the CEO of Tescos Terry Leahy from the Sunday Times, we will be the universes greatest online staple retailer and we plan to turn into the UKs No.1 internet business (Lorenz and Nuki, 1999), further characterizing the manner by which Tescos asserted development was adjusted to its extension in giving more extensive items and administrations, in 2000, the online administrations enhanced, offering numerous non food item extends and monetary administrations. The terms of enhancement are seen prevalently comparable to web shopping and administration developments, By 2003 96% of the UK populace could shop online with Tesco.com giving the usually 65% of the UK online shopping for food showcase and further expansion of item runs, for example budgetary administrations and telecoms. Explicit advancements, for example, DVD administrations to the entryway, a rental movie DVD a dministration, the arrangement of vitality utilities whereby clients can get a good deal on their home bills, activities and plans to advance better wellbeing, for example, on the web - diet administrations which help clients to tailor their food shopping and diets, and telephone utilities, Currently Tesco is concentrating on the improvement of TESCO direct, which offers clients a wide scope of non-food merchandise just as propelling a scope of own image program. As of now Tesco represents around 66% of the UKs web based shopping market. Dave Chaffey et al (640; 2009). Oliver (1997, p128) proposes an interchanges structure according to IT detective

Dentist Dreams free essay sample

When I was youthful and had a free tooth, I asked my dad, a dental specialist, to take a gander at it. â€Å"It should be pulled,† he let me know. I glared, fearing the experience. My father sent me for certain tissues and I imagined them absorbing liters of blood from my mouth. I shut my eyes and prepared myself. I was all the while hanging tight for him to pull when I heard my dad state, â€Å"I’m done.† I opened my eyes and saw my tooth in his tissue-secured hand. I hadn’t felt anything, and there was a tad of blood on the tissues. I thought my dad was a performer. The following day at school I boasted to a companion about my father’s striking accomplishment. At the point when I clarified that the procedure hadn’t hurt, my companion considered me a liar. He said that when his tooth was pulled, it had harmed a ton. We will compose a custom paper test on Dental specialist Dreams or on the other hand any comparative point explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page I conversed with my dad about this and there was not a solitary puzzle left after my father’s clarification: my tooth had been fit to be separated, while my friend’s had not. â€Å"I’m going to be a dentist,† I pronounced. I needed to follow in the expert strides of my dad, my uncle and grandma. My dad upheld my desire, respecting my enthusiasm for his calling in any event, when I was youthful. I didn’t need to visit my father’s office as a youngster since I had not many depressions. As I entered grade school and started eating more treats, in any case, I visited all the more frequently. I didn’t mind, however. I was the main child I realized who was amped up for heading off to the dental specialist. After my dad chipped away at my teeth, he let me stick around. I was astonished as he worked entangled machines and hung over patients’ mouths with a modest mirror lashed to his head. Once, when my father was cleaning my mother’s teeth, he even let me attractions the spit from her mouth. That was the first occasion when I saw within a human mouth close-up; I gazed, hypnotized, at the structure of my mom’s teeth, giving close consideration and dreaming that one day I would consider the to be picture as a dental specialist. A long time later, the fantasy of a youngster has not lessened however really become firmer. As time passed, I understood that difficult work and exertion are important to be a dental specialist, which made my aspiration significantly more grounded. I plan to learn at your school as the first of numerous means in anticipation of my foreseen profession as a dental specialist.

A truly independent activities period

A truly independent activities period It is crunch time at MIT. Classes are over this Wednesday, and exam week starts on Monday, December 17. There are two standard responses to a stressful situation like this: fight or flight. The alternative is to combine the two: fight (by studying hard for two weeks), then flight (home for the holidays!) Many students will come back to MIT around January 7 for the start of Independent Activities Period (IAP). *Cue “It’s the Most Wonderful Time of the Year”* During IAP, students get to enjoy MIT without worrying about problem sets. Well, that’s not 100% true, there are some for-credit classes that do have tests and homework, but they’re definitely the minority. (For more about IAP, see my former entries on IAP 2007 and 2006. So what do MIT students do with one month of freedom? I’ll be working on my senior thesis project, taking a wine tasting class, hopefully making some things in the Hobby Shop, and checking things off of my “101 Things to Do Before Graduating From MIT” list. I e-mailed my sorority and asked to hear about their plans. Here’s what they said: “This IAP I was selected to participate in the January Scholars in France program, an incredible program for students who have shown a strong commitment to studying French at MIT. On January 6, I will be flown out to Paris along with 7 other MIT students. Together with an awesome professor with whom Ive taken two courses, we will spend two weeks in Paris trying out all sorts of restaurants, visiting museums, attending theatrical performances, and more, all entirely paid for by this program. Two French guides who really know the ins-and-outs of Paris have worked with this program for several years now to give the January Scholars insiders tours around certain quartiers in Paris. Im also particularly excited about this trip because a French penpal Ive been writing to since my freshman year in high school will be taking a few days off from school so we can finally meet and spend some time together in Paris. All the January Scholars will be staying in a hotel in the Latin quarter. The theme of this years program is The People of Paris, so well all spend some time on our own exploring Paris and trying to better appreciate and understand certain distinctly French characteristics that interest us. This is not a for-credit assignment, just a fun project to help enrich this amazing experience.”- Emilienne, ‘09 “Im doing the followings this IAP: week 1: Womens InitiativeAn MIT alum and I are traveling to Fredericksburg, VA to talk to middle/high school girls about female engineers. week 2: UPOPintense engineering work place skills building week3-4: UROP in Strano Lab doing researching single walled carbon nanotube complexes for solar energy conversion-synthetic analogs to natural processes. Last year, I went to LeaderShape, which was amazing and eye opening :)”- Ploy ‘10 “Im going to astronomy field camp at Lowell observatory in Flagstaff, AZ (12.411) and then backpacking through the Grand Canyon! all with course 12 (the Earth and Planetary Science department)! the entire IAP!!” â€"Jennifer ‘10 “This IAP, Im going to Tanzania with my D-Lab (an intro to Development) Team. Well be working with NGOs, orphanages, wheelchair workshops, and local villages to introduce appropriate technology to address the basic needs of low-income households. In many ways, we are working on helping developing countries by working from the bottom up. My team will be introducing the charcoal project (this process burns agricultural waste to make charcoal, which is an inexpensive way to supply cooking fuel while limiting the deforestation in Tanzania), the pedal power grinder (as maize is a major food crop, this pedal power grinder will turn a typical two-hour chore into a 10 minute process, generating a supplementary income to wheelchair manufacturers and giving more time for women to devote to other enterprises), and the universal nut sheller (this device can shell peanuts, shea nuts, coffee in large quantities, increasing the potential enterprises for local farmers).”- Jodie ‘09 “During IAP, I am taking 6.470, which is a web programming competition/class. There are 10 days of lecture in which we learn HTML, CSS, Javascript, AJAX, server-side scripting, databases, SQL, and how to put them together. For the following 7 days (and nights), we program constantly until were ready to present our final product. Besides the intensity of 6.470, I plan on taking relaxing P.E. classes like pilates and advanced swimming.”- Britni, ‘11 Tina 09 sent me these pictures that she took a few IAPs ago. They built a wooden sled and race it down the steps of 77 Massachusetts Avenue (the main entrance to MIT):

The Future Of The Human Race - 1539 Words

The future of the human race is terrifying to ponder about; not only does it raise many questions as to how the constant population growth will be handled, but it also causes natural resources to become more limited by the day. As human beings progress towards the future they will undoubtedly accomplish a myriad of feats. It is essential that one of such feats can solve the issues brought forth by the ever growing population of the human race. Furthermore, engineers must either generate new ways to sustain the increasing population, or they must develop systems to restrict the growth of population in general. It may even be possible for engineers to apply their work towards developing certain systems or technologies which can do such things as producing more clean drinking water, disposing of waste more efficiently, being more efficient with energy (such as oil and fossil fuels), etc. If present day engineers do not work quickly toward solving these problems, it could be catastrophi c. The human race is running out of the required resources to sustain the current population, let alone the future population of the Earth at this rate. The population of people on the Earth is expected to reach 8 billion by 2024 and is projected to be 10 billion by 2056. (Worldometers, 2016). As the population will increase by billions in the next few decades, the human race will not be able to sustain such essential resources as oil, coal, and many other essential resources for human survival.Show MoreRelatedThe Future Of The Human Race Essay2044 Words   |  9 PagesEng. 110-20 The Future of the Human Race: How the Benefits of a Worldwide Eugenics Program Surpass the Accompanying Issues of Morality Imagine a world, where everyone had 20/20 vision, perfect hearing, stronger immune systems, and superior intellect, in which humankind as we know it has evolved beyond the constraints of our own evolutionary process and advanced into a new species of near sci-fi proportions. Through the practice of eugenics, this seemingly distant utopian future may be anything butRead MoreGenetic Engineering : The Future Of The Human Race994 Words   |  4 PagesGenetic Engineering? No Way The future of the human race is in your hands. Though it may not feel that way in your everyday routines, the decisions you make will distinctively impact your children’s live, their children’s lives, etc. Genetic engineering is sparking questions among the human race whether or not it is the next step. Creating a test tube baby I in order for parents to conceive a child is one thing but genetically modifying the human race is against human nature. Genetic engineering shouldRead MoreMedical Technology And The Future Health Of The Human Race1354 Words   |  6 Pagesmedical technology does not yield to other complications, such as those presented in the working environment of hospitals and nursing homes. Though some may argue that medical technology is too expensive, there is no monetary value to the future health of the human race. Medical technology does not fail to increase general health, productivity in the workplace, and more importantly, save lives. 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While humans have used resources such as food in order to provide their bodies with the essential energy they need in order to survive, these sources are relatively much less finite than that of other human resources. This is because human beings are able to grow and produce their own food as they please. Sources of energy such as water on the other hand, which are relatively less finiteRead MoreIs It Even Possible?998 Words   |  4 Pages Is It Even Possible? Everyone is gone; nobody is to be found at all. The only thing left is the sounds of Mother Nature. This is what may happen to the human race if action is not taken. Many viewpoints are taken that the problem could be climate change, future technology, or a movement that is just killing off people. I think the human race is doomed because we do not realize the damage we are doing to ourselves until it is too late. The sources I have chosen have compelling information that bringsRead MoreThe Overpopulation Of The Human Race1377 Words   |  6 Pages The overpopulation of the human race is killing the earth due to the consumption of natural resources and not taking care of our planet. The human race as of the twenty-first century is similar to a parasite. Humans consume everything we can and do not help those resources grow back. The human race is also driving animals out of their habitats, taking over those habitats and in that process putting more animals on the endangered species i ndex. The human population needs to be reduced in order toRead MoreSocial Construction of Race and How It Affects Society Essay740 Words   |  3 PagesHumans define race by how they conceive and categorize different social realities. Thus, race is often referred to as a social construct. The differences in skin color and facial characteristics have led most of society to classify humans into groups instead of individuals. These constructs affect us all, and they often result in situations where majority racial groups cause undue suffering to those that are part of the minority. The understanding of race as a social construct is best illustratedRead MoreModern Humans And The Existence Of The Planet1561 Words   |  7 PagesModern humans have been on Earth for more than 200,000 years. Although many people feel that 200,000 years is a fairly long time for us to have existed as a species, it is quite the opposite. The earth is estimated to have been made 4.54 billion years ago. Lif e as we know it is estimated to have begun 4 billion years ago. When comparing the existence of the human race to the existence of the planet we live on or the existence of all forms of life, it becomes very apparent that the humans speciesRead MoreThe National Aeronautics And Space Administration1405 Words   |  6 Pagesperson, says, †Sooner or later, we must expand life beyond our little blue mud ball—or go extinct.† (â€Å"Elon Musk - Entrepreneur on the grandest scale†). If this statement about the future of the human race isn’t absolutely terrifying then a reevaluation of your major concerns is necessary because you are missing the ingrained human instinct of survival. While the impending doom of Earth and everyone on it should be an issue of the utmost importance, the voting population and Congress of the United States

Paul Volponis Black and White - 3582 Words

A brief plot summary. Give an account of the storyline. Not too many words, please! Marcus Brown and Eddie Russo are best friends and stars of the basketball team at Long Island City High School. Marcus is black and Eddie is white, and everyone call them Black and White. They’ve found strength to break through the racial barrier, or at least they believe so themselves. They are inseparable, always having each other’s backs, both on and off the basketball court. With the ability to get whatever scholarship they want, their future is looking good. Their plan is to get sports scholarship to a prestigious university and go on to play professional basketball. When the boys turn to crime, their friendship is put on the line along with the†¦show more content†¦Marcus isn’t hard to convince. They perform several successful stickups at a parking lot. Eddie holds the gun and threatens their victims, while Marcus is on the lookout. They already have enough money to pay their dues, but neither of them wants to quit. It is such an easy way to earn money, and they are tired of feeling like charity cases. Their next stickup doesn’t go according to the plan. It is Marcus’s turn to hold the gun and take care of the threatening, but he doesn’t want to because of his lack of practice. Marcus and Eddie are at their usual spot in the parking lot, and target a man coming out of a store. They don’t notice that the man is black before Eddie starts to threaten him. Before he knows it, he has shot him and the boys are running for their lives. Marcus is arrested during a game a couple of days after the incident, and he gets a publicly appointed defender. The man Eddie shot is alive. His name is Sydney Parker and he works as a bus driver on the route that runs past Marcus’s house. Parker had recognized Marcus when he looked away from Eddie pointing the gun at him. The police had given him a copy of the school yearbook, and he had picked out Marcus’s picture with ease. The police don’t have anything on Eddie, but they do know that Marcus had a partner that held the gun and shot Sydney. They keep interrogating Marcus, and try to convince him to give up his partner in exchange for a lighter sentence. Marcus refuses

Brave New World Analysis on Characters Free Essays

Brave New World Analysis on Characters â€Å"The world’s stable now. People are happy; they get what they want, and they never want what they can’t get†¦ they are so conditioned that they practically can’t help behaving as they ought to behave† (Huxley 198). Many people speak and dream about a perfect world, for the problems which we face in the present world to simply just go away. We will write a custom essay sample on Brave New World Analysis on Characters or any similar topic only for you Order Now Brave New World is a novel which shows an example of what life would be like in a utopian society. Read also Analysis of Characters in Flannery O’Connor’s â€Å"The Life You Save May Be Your Own† It shows the differences that civilization has against the savage world, which is how we live in present day. The characters in Brave New World all experience the controversy between nature vs nurture ultimately leading to their unhappiness. An individual can be given everything they need but yet still live unhappy. This especially can be seen with one of the main characters in Brave New World, Bernard. He was an Alpha Plus, the highest class in civilization, but unfortunately didn’t look like most Alphas (69). Despite his class, he was an outcast and spent most of his time alone. The narrator in the novel explains, â€Å"The mockery made him feel an outsider; and feeling an outsider he behaved like one, which increased the prejudice against him and aroused hostility about his physical defects†¦ which increased the sense of being alien and alone† (68). Although he had a high title it didn’t make him feel happy. He felt like there was more to life than a set routine they were all given in civilization. Bernard felt himself different; he wanted to feel emotions and not just live day by day on fake happiness. Bernard expresses his frustration to be feel different when he states, â€Å" But wouldn’t you like to be free to be happy in some other way, Lenina? In your own way, for example, not in everybody else’s way† (90). Bernard was tired of being enslaved by his conditioning. The people of the New World were all taught to think, act, and see things a certain way. No individuality. Living in a controlled world doesn’t cause happiness, it just numbs people of actual feelings. Lenina is a â€Å"pneumatic girl†, very popular, and has spent a night with almost all of the men in civilization. Pleasure was key in the controlled world. She found herself wanted by men, and like most women enjoyed having sex with men. When Lenina began talking to Bernard, she didn’t agree with him on wanting more to life. She’d rather be on soma, a drug that would numb them from any true emotions, whenever she felt a little uneasy, just like everyone else. Lenina’s unhappiness comes when Bernard takes her into the Savage world and she sees how John and Linda and everyone else is living. Her immediate reaction was to find some soma. She couldn’t believe how people grew old, suffered, and had to deal with everyday problems. Lenina began falling for John and quickly realized that she wanted something specifically with him that most men couldn’t satisfy. Lenina states to her friend Fanny, â€Å"And what about a man– one man. Hes the one i want†¦ and in intervals I still like him. I shall always like him† (171). Lenina had never felt like this before, therefore she didn’t know how to handle it. The only thing she knew of about men was to have sex with them. When John rejected sleeping with her, she was completely taken by surprise. The narrator explains, â€Å" Drying her eyes†¦ she pulled out her soma bottle†¦ hers had been more than a one-gramme affliction† (157). Never being in the position, she immediately turned to soma to help her cope with what she was feeling. She has been living numb to emotion and for the first time she was forced to feel unwanted and ached for an escape. Linda was a Delta in a civilized world who went on a trip with the Director to the Savage world. Unfortunately for her she had fell and bumped her head, causing her to get lost and be taken in by Native Americans (112). The Director searched for her but was never able to find her. To her dismay she was pregnant and had a baby named John. Linda only knew how to act like a civilized person. She was very promiscuous and like the controlled world, began to sleep around with different men. This was strange to the Savage World and they then began to call her names and make her an outcast. Linda stated, â€Å"I was so ashamed. Just to think of it; me a Beta– having a baby† (114). Having John was very difficult for her. Linda had no idea how to be a mother, how to nurture, or even how to be a good role model for the child. Linda thought of how perfect her life would be if she were to return to the civilized world, returning to soma. She was willing to do whatever just to be back in the New World, â€Å"†¦ here was her appearance†¦ so the best people were quite determined not to see Linda. And Linda, had no desire to see them. The return to civilization was for her the return to soma† (142). Linda thought all her problems would be solved by going back to the controlled world, but in fact they made her even more depressed and unwanted. She had nob ody except for John and she would rather be numb and not feel anything than deal with civilization. Where would she find true happiness if in the Savage World she is discriminated for her ways, and in civilization she no longer fits in. Living in the Savage world, one can only imagine how perfect the civilized world could be. Unfortunately, having came from the savage world John had something to compare the controlled world to. Being the son to a women in the civilized world, he had heard nothing but wonders about it. On the other hand, having been raised in the Savage World allowed John to learn morals and want to find a purpose in life. When John reached the civilized world he was completely disappointed on how fake everything and everyone was. â€Å" How much I love you, Lenina†¦ or always†¦ to make a promise to live together for always† (174). John had seen his mother sleep with so many men and get teased by it that he did not want to just sleep with the women he liked. He wanted to marry and be with just that one. For Lenina this was just nonsense, and that just made John not want anything to do with her. He wanted to feel a special connection with Lenina that she had never had before. By the e nd John decides to be isolated because he would rather deal with his emotions than live in a â€Å"perfect† world numb and unhappy. Ultimately, the utopian society didn’t mean solving all problems and people forever living happy. If a civilization is all an individual knows, how is it that they still manage to be unhappy? There is no happiness when people are living numb from what is really going on. When it comes to the topic of a utopian society vs the kind of society in which we currently live in, I think there is really no solution. We are human and as much as they can try to condition human beings, there is still going to be some kind of downfall. How to cite Brave New World Analysis on Characters, Papers

Urban Legend English free essay sample

A man is driving home from the party, it was a really dark road and he was really drunk. Then he sang a sow he was singing row, row, row your boat, gently down the stream, merrily, merrily, merrily, life is but a dream. And just a sudden; a resounding life is but a dream followed up, but its quite high- pitched. Then he laughed it out loud as he thought he has a mere imagination. On the second time he want to sing, after he sing the old McDonald had a farm and until that he suddenly get distracted by the radio hat announce that all area around IBM Road should be careful as a homicide just happened by a psychopath woman.Suddenly theres somebody singing AAA, AAA, 00. He frozen in a second, he noticed a very bad smell, a blood smell. By the time he was conscious, without delay he opened the car door but at the same time it was all too late, a long sharp metallic pole had penetrate through his head rest and frontal cortex. We will write a custom essay sample on Urban Legend English or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Forsythia, a melodious rhythm was sang; and on his car there was a man, AAA, AAA, o and there was no sound because hes dead AAA, AAA, 00

Clinical psychology essay part 2

Clinical psychology essay part 2 Clinical psychology essay part 2 Clinical psychology essay part 2Clinical psychology   essay part  1Neuropsychological Testing in the Diagnosis of Dementia.According to the article, neuropsychological tests that focus on the domain of memory impairment are well established with recognized predictive value for dementia diagnoses. What other neuropsychological domains does the author feel are important in dementia diagnoses despite the existence of only a limited number of tools to assess them?Neuropsychological testing proved to be effective for the diagnosis of dementia at its early stage, as it is especially important to recognize the first signs of the disease. The most common diagnosis of dementia is Alzheimer’s disease that is characterized by memory impairment. Neuropsychological tests are effective for assessing this domain and detecting the memory deficit at an early stage of the dementia development. However, other neuropsychological domains are harder to assess as there are fewer tools for their observation.Among other neuropsychological domains mentioned in the article by Mary Sano are executive function and pathophysiological deficits. In order to assess these domains, new technologies and better tools are required. Thus, among the new technologies functional imaging can be mentioned. Improved tools for assessing special cognitive domains might help in identifying a wider range of various cognitive deficits at early stages of the dementia development. However, the author of the article made it clear that neuropsychological testing is an effective tool of detecting cognitive deficits in elderly people and patients who suffer from dementia. Such method proved to be an effective clinical utility, even though there is a need for better assessment tools when investigating other domains such as executive function.In such a way, neuropsychological testing cannot be applied when assessing domains other than memory impairment. And it is up to neuropsychologists to find better mea ns of assessing other domains, mainly executive function and various pathophysiological impairments. Still, neuropsychological testing is undoubtedly a fruitful way of dementia diagnosing at an early stage of the disease development.What weaknesses does the author identify in the current criteria for dementia diagnoses?Although neuropsychological testing proved to be an effective instrument of diagnosing patients who suffer from dementia, it cannot be called efficient in evaluating executive function and other important domains. It is all due to the lack of normative data and unavailability of necessary tools that would help in assessing the domains other than cognitive impairment. This is the first and major weakness of neuropsychological testing.In addition, there is one more limitation as for the current diagnostic criteria. It includes the fact that neuropsychological testing ignores cognitive complaint as it is mostly focused on cognitive impairment. It is probably due to the l ow correlation between the neuropsychological diagnosing and cognitive complaint. However, it is true that cognitive complaint is distressing and thus, it should be included into the criteria for dementia diagnosing.One more weakness of the current criteria is the lack of appropriate methodology to assess the impairment in occupational and social functioning to full extent. In this regard, it is worth saying that the neuropsychological testing lacks tools for evaluating cognitive impairment as they are not fully developed and cannot predict decline. As for executive function, planning and sequencing seem to be more predictive of the functional loss. Thus, to improve the current criteria for dementia diagnosing, there need to be stronger tools, methodology and other instruments of evaluating the cases of dementia at its early stage. However, the current criteria lack many important instruments that would help achieve this goal.In this regard, neuropsychological testing has many weakn esses that should be dealt with in order to provide a fully developed investigation of dementia. Nevertheless, neuropsychological testing undoubtedly has a number of strong sides as well and can be regarded as an effective method of diagnosing patients with dementia.Article 3Psychodynamic Psychotherapy: An Effectiveness Study.This article examined the effectiveness of psychodynamic psychotherapy. What experimental design was employed in the study (i.e., between-subjects or within-subjects, longitudinal or cross-sectional)?The article under discussion investigates the effectiveness of psychodynamic psychotherapy. The researchers employed a single-group, within-subjects, longitudinal experimental design. The participants of the psychodynamic psychotherapy were all adults. The study provides important and valuable information in the area of the moderating outcome variables that underwent certain limitations in the previous studies related to psychodynamic psychotherapy. This was carrie d out within a longitudinal context by using the empirical measure. Furthermore, the results of the study indicated the significance of the first three months of treatment. The research has shown considerable effectiveness of the psychodynamic psychotherapy in the above-mentioned context. It is a significant break-through as the previous researches on the matter of psychodynamic treatment have been severely criticized for lacking the longitudinal component, insufficient attention to moderating variables and deficit of the empirical measure. All this makes it clear that the current effectiveness study of the psychodynamic psychotherapy proved to be effective in many ways. It is presumably due to the fact that the authors of the research employed the effective experimental design that is characterized as single-group, longitudinal and within-subjects. This gives an understanding that such experimental design is one of the most efficient ones in evaluating the effectiveness of psychody namic psychotherapy and is advised to be employed in further investigations on this matter. On the whole, the study has given enough evidence of high efficiency of the psychodynamic psychotherapy used for treating various psychological and psychiatric disorders such as depression, anxiety and many other psychological disorders. Finally, it needs to be admitted that the current study proved to be more efficient than all of the previous ones.According to the study, was psychodynamic psychotherapy effective? If so, what was the effect size of the change produced?Findings of the study suggest that the psychodynamic psychotherapy is effective over time. The analysis given in the article makes it clear that such treatment produces a moderate effect over time and it is particularly important to employ psychodynamic psychotherapy during the first three months of treatment. Findings show a general course of recovery with certain between-group variability. Thus, the study proved to be quite e ffective for treating various psychological disorders, mainly depression and anxiety. The psychodynamic psychotherapy has shown moderate effectiveness within different groups of patients. Although the overall effect size of such treatment is moderate, the therapy should be considered effective for treating a number of personality disorders.According to the results of the study, the symptom distress subscale had an effect size of .38, which is the highest among all of the three subscales ranging from .28 to .38. However, the OQ total score managed to produce a significantly stronger effect size comprising .41. It should be admitted, that in all of the cases, most of the changes took place during the first three months of employing the psychodynamic psychotherapy. The first three months of treatment are considered to be the most important period leading to the stronger effect size.However, the actual treatment effect was lower than it was anticipated. The average effect size in the cu rrent study comprised .33, which is less than the effect size described in the existing literature on this matter. On the whole, it is to be admitted that according to the current study, psychodynamic psychotherapy appears to be moderately effective for treating different psychological and personality disorders. However, in most cases, the effectiveness of such therapy becomes especially evident only after the first three months of treatment.

What You Can Learn From the FHLC

What You Can Learn From the FHLC The Family History Library Catalog, the gem of the Family History Library, describes over 2 million rolls of microfilm and hundreds of thousands of books and maps. It does not contain the actual records, however, only descriptions of them - but is an important step in the digital genealogy process for learning about what records might be available for your area of interest. The records described in the Family History Library Catalog (FHLC) come from throughout the world. This catalog is also available on CD and microfiche at the Family History Library and at local Family History Centers, but to have it available for searching online is of amazing benefit. You can do much of your research from home at whatever time is convenient and, therefore, maximize your research time at your local Family History Center (FHC). To access the online version of the Family History Library Catalog go to the Familysearch homepage (www.familysearch.org) and select Library Catalog from the Library navigation tab at the top of the page. Here you are presented with the following options: Place Search - Use this option to find catalog entries about a place or for records from a place.Surname Search - Use this option to find catalog entries about records that include a specific surname, such as written family histories.Keyword Search - Use this option to find catalog entries about records that contain a certain word or phrase. You can use this to search for keywords in titles, authors, places, series, and subjects.Title Search - Use this option to find catalog entries about records that contain a certain word or combination of words in the title.Film/Fiche Search - Use a Film/Fiche Search to find the titles of items on a specific microfilm or microfiche in the Family History Library Catalog.Author Search - Use an Author Search to find the Author Details record for a person, church, society, government agency, and so forth identified as an author of a specific reference. The Author Details record lists titles linked to the author and may include notes and references.Cal l Number Search - Use a Call Number Search to find an item by its call number (the number used to locate items on the shelves in the Family History Library or the FamilySearch Center). Lets start with the place search, as this is the one that we find the most useful. The place search screen contains two boxes: PlacePart of (optional) In the first box, type the place you want to find entries for. We  would suggest that you start your search with a very specific place name, such as a city, town or county. The Family History Library contains a huge amount of information and if you search on something broad (such as a country) you will end up with too many results to wade through. The second field is optional. Since many places have the same names, you can limit your search by adding a jurisdiction (a larger geographic area that includes your search location) of the place you want to find. For example, you can add the state name in the second box after entering a county name in the first box. If you do not know the name of the jurisdiction, then just search on the location name itself. The catalog will return a list of all jurisdictions which contain that particular place name and you can then select the one which best meets your expectations. Place Search Tips Keep in mind while searching, that the names of the countries in the FHL catalog are in English, but the names of the states, provinces, regions, cities, towns and other jurisdictions are in the language of the country in which they are located. Place Search will only find the information if it is part of the place-name. For example, if we  searched for North Carolina in the above example, our results list would show places named North Carolina (there is only one - the U.S. State of N.C.), but it would not list places in North Carolina. To see places that are part of North Carolina, select View Related Places. The next screen would display all counties in North Carolina. To see the towns in one of the counties, you would click on the county, then click View Related Places again. The more specific you make your search, the shorter your lists of results will be. If you have trouble finding a specific location, dont just conclude that the catalog does not have records for that place. There are many reasons why you may be having difficulties. Before you give up your search, be sure to try the following strategies: Be sure you typed the place-name correctly.If you qualified your search with another jurisdiction, try the search again without this qualification.Search for records using a larger jurisdiction. For example, if you cannot find records for a town, search for county records. Once you locate the place for which you are looking, you will be presented with a list of places. If you qualified your search with another jurisdiction, the list should be short. If you did not qualify your search, the list may be long. If the list shows the place you want, click on the place-name to see the Place Details record. This records usually contain the following items: View Related Places  - Clicking on this button will give you a list of other places you might be interested in.Notes  - A few historical facts and details about the placeTopics  - A list of topics for which records are available that relate to the place that you are looking for. This list might include such topics as: biographies, cemeteries, census records, church records, guardianship records, history, land and property records, maps, military history, tax records, vital records, voting records, etc. To best explain what is available in the Family History Library Catalog, it is easiest to take you step-by-step through a search. Begin by doing a  place search  for Edgecombe. The only result will be for Edgecombe County, North Carolina - so next select this option. From the list of available topics for Edgecombe County, North Carolina, we are  first going to select Bible Records, as this is the first source which the Catalog Helper suggested for information on our great, great grandmothers maiden name. The next screen which comes up lists the titles and authors available for the topic which we selected. In our case, there is only one Bible Record entry listed. Topic: North Carolina, Edgecombe - Bible recordsTitles:  Bible records of early Edgecombe Williams, Ruth Smith Click on one of your result titles to learn more information. Now you are given the complete catalog entry of the title you selected. [blockquote shadeyes]Title:  Bible records of early EdgecombeStmnt.Resp.:  by Ruth Smith Williams and Margarette Glenn GriffinAuthors:  Williams, Ruth Smith (Main Author) Griffin, Margarette Glenn (Added Author)Notes:  Includes index.Subjects:  North Carolina, Edgecombe - Vital records North Carolina, Edgecombe - Bible recordsFormat:  Books/Monographs (On Fiche)Language:  EnglishPublication:  Salt Lake City: Filmed by the Genealogical Society of Utah, 1992Physical:  5 microfiche reels; 11 x 15 cm. If this title has been microfilmed, the View Film Notes button appears. Click on it to see a description of the microfilm(s) or microfiche and to obtain microfilm or microfiche numbers for ordering the film through your local Family History Center. Most items can be ordered for viewing at your local Family History Center, though a few cannot due to licensing regulations. Before ordering microfilms or microfiche, please check the Notes field for your title. Any restrictions on the use of the item will be mentioned there. [blockquote shadeyes]  Title:  Bible records of early EdgecombeAuthors:  Williams, Ruth Smith (Main Author) Griffin, Margarette Glenn (Added Author)Note:  Bible records of early EdgecombeLocation:  Film FHL US/CAN Fiche 6100369 Congratulations! Youve found it. The FHL US/CAN Fiche number in the lower right-hand corner is the number which you will need to order this film from your local family history center. Place search is probably the most useful search for the FHLC, as the librarys collection is primarily organized by location. There are several other search options open to you, however. Each of these searches has a specific purpose for which it is very useful. The searches do not allow wildcard characters (*), but do allow you to type in only part of a search term (i.e. Cri for Crisp): Surname Search A surname search is primarily used to find published family histories. It will not find surnames listed in individual microfilm records such as census records. A surname search will provide you with a list of titles of catalog entries tied to surnames that match your search and the main author for each title. Some of the published family histories are only available in book form and have not been microfilmed. Books listed in the Family History Library Catalog cannot be sent to Family History Centers. You can request that a book is microfilmed, however (ask a staff member at your FHC for help), but this may take several months if the library has to obtain copyright permission to do so. It may be faster to try to obtain the book elsewhere, such as a public library or from the publisher. Author Search This search is primarily used to find catalog entries by or about a certain person, organization, church, etc. The author search finds records which include the name you typed as the author or the subject, so it is especially useful for finding biographies and autobiographies. If you are looking for a person, type the surname in the Surname or Corporate Name box. Unless you have a very rare surname, we would also type all or part of the first name in the First Name box to help limit your search. If you are looking for an organization, type all or part of the name into the Surname or Corporate box. Film/Fiche Search Use this search to find the titles of items on a specific microfilm or microfiche. It is a very exact search and will only return the titles on the particular microfilm or microfiche number that you input. The results will include an item summary and the author for each item on the microfilm. The Film Notes may contain a more detailed description of what is on the microfilm or microfiche. To view this additional information, select the title and then click on View Film Notes. Film/Fiche search is especially useful for finding the records available on a film/fiche which is listed as a reference in Ancestral File or the IGI. We also use the film/fiche search to look for additional background on any film we plan to order because sometimes the film/fiche search will include references to other relevant microfilm numbers. Call Number Search Use this search if you know the call number of a book or other printed source (maps, periodicals, etc.) and want to learn more about what records it contains. On a book’s label, call numbers are usually printed on two or more lines. To include both lines of the call number in your search, type in the information from the top line, then a space, and then the information from the bottom line. Unlike other searches, this one is case-sensitive, so be sure to type in upper and lower case letters where appropriate. Call number search is probably the least used of all of the searches, but can still be very useful in cases where people list an item and its call number as a reference source without any indication to the information which it contains. The online Family History Library Catalog is a window to the two million plus records (print and microfilm) which the Family History Library maintains in its collection. For those of us around the world who cant easily make it to Salt Lake City, UT, it is absolutely invaluable both as an avenue for research and as a learning tool. Practice using the different searches and play around with different techniques and you may find yourself amazed at the things you find.

Data Privacy and Security Research Paper Example | Topics and Well Written Essays - 1750 words

Data Privacy and Security - Research Paper Example However, at the present computer security has become a very critical issue. Additionally, security refers to the technique to discover as well as stop illicit utilization of our secret information or computer. In this scenario, some preventive measures enable us to stop criminal users (as well known as "intruders") from accessing and using some part of our computer system. In addition, recognition of such intrusion helps us in deciding whether or not somebody tried to interrupt into our computer system, if they were successful in their attempt, as well as what they could have acquired from the system (ComputerSecurityService, 2011), (Armor2net Software Ltd., 2004) and (Norton, 2001). Moreover, the term â€Å"computer security† is very commonly used, though; the information and data saved on a computer are in danger to few risks unless the computer is connected to other systems using a network. In view of the fact that the use of computer networks, particularly the Internet (la rgest network of the networks), has turned out to be persistent, the thought of computer security system has extended to point out problems covered in the way of networked use of computers and their information and data resources (Kinkus, 2002). This outlines the important points and vital aspects of computers security. This paper will cover the answers to various questions such as how can viruses contaminate computers, how computer systems are hacked by people, how to keep computers secure from online predators. Why Protection? In case of computer systems and information technology, integrity, privacy, and legality are considered as the most frightening factors for a computer user. For the daily internet users, the security and privacy of computer are considered as the most vital area of computer security. However, when the users registering themselves with any internet service or a website they can suffer from having nothing to keep secret, security on the internet is concerning s aving someone's data and information, yet if the information does not appear crucial. Because of this the simplicity by which information in electronic arrangement is capable to be utilized between enterprises as well as since small pieces of related information from different sources could simply be linked jointly to shape a composite of, for instance, any personal information searching behavior it is at the current tremendously significant that individuals are accomplished to sustain influence over what information is gathered concerning them, how it is engaged who is authorized to utilize it, and for which reason it is used (Kinkus, 2002) and (Shelly, Cashman, & Vermaat, 2005) . Computer Virus Computer virus or simply bug is a type of software application or program that is developed to copy itself as well as extend to further machines. In most scenarios, the application is "malicious†, which outlines it is designed to cause the computer malfunction in different ways. Howev er, in many cases, the term "computer virus" encompasses all the types of "malware," or malicious software. In place of sniffles and a fever, a number of widespread signs of a computer viral infection include data and information loss, sluggish performance and the sometime system stops working that makes the people with the machine feel ill.  

Ford Explorer Defective Tires Essay Example | Topics and Well Written Essays - 1000 words

Ford Explorer Defective Tires - Essay Example It is imperative to note that it is both a legal and social obligations for companies to engage in such Cooperate Social Responsibility (CSR) activities. Consequently, most organizations focus on similar responsibility actions for example supporting activities that seem to protect the environment. In addition, there are many strategies, which companies employ in order to execute the above CSR phenomenon in a successful manner. For example, a business organization could opt to outsource a company, which in turn assists in the company’s societal responsibility. Alternatively, the company could include a permanent department in its structure. Such a permanent structure could perform all activities, which involve improving the public relations of the company. Evidently, the aim of most activities is to increase the individual company’s profits by improving its diverse public image. Finally, individuals who benefit from activities of corporate responsibility always aspire to engage in business deals with the respective companies hence the importance of CSR. According to Charles, & Hill, Carroll’s model is a detailed development of an early model of CSR by Sethi. Evidently, Carroll’s model gives a highlight of such facets of responsibility as economic, legal ethical and philanthropic orientations. Consequently, the above facets follow a universal pyramid of significance. Most reports indicate that in the past companies displayed bias in choosing the corporate responsibility activities hence the relevance of Carroll’s Model.

Harley Davidson Analysis

Harley Davidson Analysis Abstract The aim of this paper is to discuss the critical evaluation of the transformation process undertaken by Harley Davidson and analyse the contribution that the transformation made to the success or failure of the Harley Davidson. This paper also highlighted the competitive analysis of the US motorcycle industry and analsye the strategies that helps the Harley Davidson to get the sustainable competitive advantage from their 2nd most powerful competitor Suzuki. All the related strategies are described in Appendix due to word limitation. This paper also focuses on the further strategies such as EPR system, porter generic strategies etc. by which Harley Davidson would get competitive advantages before 2004. As a manager, author would also recommend differently and how they could use those strategies before 2004 to get the sustainable competitive advantages and also the successful implementation of transformation process. Aims This study involves a general evaluation of Harley Davidson to assess its transformation process. The study also attempts to assess the impact of the change on their performance. More specifically, the study aims at: Identifying Harleys transformation process Justifying the transformation process To conduct a brief literature on change management relating with Harleys case Analyse the Harleys competitive advantage from their competitor To recommend differently as a manager regarding different strategies to get the sustainable competitive advantage Methodology The report has used various books, e-journals and websites. Assumption It is assumed that information collected for the purpose of the report is correct and relevant. 1. Company Overview Harley Davidson began in Milwaukee in 1903 when two partners, Bill Harley and Arthur Walter Davidson, developed a one cylinder motorcycle. Harley Davidson grew quickly. By 1912 Harley Davidson was exporting their motorcycles overseas. During WW1, over 20,000 Harley-Davidson motorcycles were used. By the end of the war there were over 2000 dealerships worldwide. After WW1, the demand for motorcycles in Europe grew rapidly. Harley Davidson became a leader in innovative engineering during the 1920s. However, during WW2 Harley Davidson prospered with sales of motorcycles to the military. They earned the coveted Army-Navy award for excellence in wartime production. After WW2, Harley Davidson transformed from producing military to recreational motorcycles. By 1953, Harley Davidson was the last remaining motorcycle manufacturer in the United States. By 1960 Harley Davidson had begun a gradual decline. Harley Davidson merged with the American Machine and Foundry Company (AMF). This merger briefly raised sales. By the mid 1970s, a declining market, a sluggish economy and increasingly fierce competition from Asian manufacturers was once again taking its toll on Harley Davidson. This culminated in a 1981 management buyout saving Harley Davidson from bankruptcy. After the 1981 management buyout, Harley Davidson had to re-organize. Faced with a terrible reputation for quality and rising costs, Harley Davidson focused on marketing. It wanted to differentiate itself from its competitors by building upon its heritage and its unique American styling. These improvements turned Harley Davidson into a remarkable success story. Between 1999 and 2004 revenues grew on average 14% yearly while profits grew 23% on average yearly. Harley Davidson is now the largest American motorcycle manufacturer. They design manufacturer and sell heavyweight touring, custom and performance motorcycles. Currently the company has over 28 models of touring and custom Harley motorcycles distributed through a network of more than 1300 dealerships worldwide. They also sell motorcycle parts, accessories, clothing and collectibles. The company also makes motorcycles under the Buell nameplate. (Source: Harley-Davidson, 2009) 2. Change Management Change is constant. Change in organisations is said to often be made in three areas: 1) structure, i.e. new services or programs; 2) technology, i.e. alteration in equipment and/or automation; and 3) people, i.e. selection, hiring, training, relationships, and attitudes. Change management is a strategy designed to transition from the status quo to some new ideal way of doing business. Change management has been defined as ‘the process of continually renewing an organizations direction, structure, and capabilities to serve the ever-changing needs of external and internal customers (Moran and Brightman, 2001, pg. 111). According to Burnes (2004) change is an ever-present feature of organizational life, both at an operational and strategic level. Therefore, there should be no doubt regarding the importance to any organisation of its ability to identify where it needs to be in the future, and how to manage the changes required getting there. Consequently, organisational change cann ot be separated from organisational strategy, or vice versa (Burnes, 2004; Rieley and Clarkson, 2001). Due to the importance of organisational change, its management is becoming a highly required managerial skill (Senior, 2002). 3. Change Management Process Organisational change can be described as the process of moving away from a current condition to realize some future state. Change management involves managing the process of achieving this future state. According to Nickols, (2004), change can be viewed from two vantage points, that of the people making the changes and that of the people experiencing the changes. In the top-down process, or strategic viewpoint associated with management, the focus is on technical issues such as the investment required, the processes for implementing the change, how soon the change can be realised, and the outcome. In the process of bottom-up viewpoint of the employee, the focus is on what the change means to the individual, how they can cope with the change, and also how management can assist them through the transition. In this context, effective change management should be able to help individuals evolve from negative feelings such as fear and anxiety towards positive feelings about the changes be ing made. Effective change management deals with diagnosing problems and determining an alternative that involves changing the organisational structure or processes. It also identifies and deals with the individual responses to change that can hinder the success of the project. To understand change management better, we need to understand the various models and strategies that managers may follow. Some of the models include the Leadership model, Improvisational Model, Theory E versus Theory O, and the ADKAR model (Please Refer Appendix A1) 4. Harley Davidson Transformation Process The Harley Davidson transformation began with a company that was suffering. In the 10 years to 1983, Harleys market share of the 850 CC plus motorcycle category had dropped from 80% to 23%. The company was hemorrhaging cash and profits. Staffs were demoralised. The culture and environment was toxic. According to Jenkinson Sain, (2009), the Transformation process of the Harley Davidson was divided into two phases: First Phase: The first phase of the transformation involved rationalisation and tough command and control management. This was First phase of change management process. It was not enough however to create success for this positivity and commitment of Harley Davidson. For this reason Harley Davidson decided to go second phase of the change process (Jenkinson Sain, 2009). Second Phase: The second phase of the management was core-integrated marketing of Harley Davidson. Harley Davidson had to move out of financial regulation and power governance into shared marketing commitment towards vision and value based on a collective appreciation of the Harley identity (Jenkinson Sain, 2009). Harleys problems began it was the company was sub optimized internally, with many hostile management/union relationships, and failed to match the market in customer value. The Japanese did not create the problem: they exposed the problem. Many companies share this problem. They may have succeeded in avoiding the extreme problems that Harley had, often by effective first phase management. The challenge of is to move into second phase. Second phases Integrated Marketing depends first on uniting everyone around a collective vision of value that connects to the identity and purpose of the organisation/brand. This depends on a profound and shared understanding of customers and an organisation that can deliver value seamlessly throughout all customer experiences across the relationship. This also means connecting and matching spiritual with practical qualities: vision, purpose, values with information, processes, and systems (Henshaw Kerr, 2001). 5. Implementation of Transformation process There are a number of factors that affect the strategies used for change management (Please refer Appendix B1), and ultimately whether the change is effective. One set of factors is how resistant people are to change. People may resist change because they are unsure of how it affects them, misunderstand the changes, have a different assessment of the current and future environment, or simply have a low tolerance for change. A second factor is the urgency of the change. How important is it, and how critical it is to the business needs of the organization? This also affects the time frame under which the changes need to be implemented. A third factor is how ready is the organisation for the change? Does it have the skills and knowledge needed to implement the change? Finally, management will have preferred strategies for managing the change. This might be based on research and studies they have made, or from past experiences (Kotter, 1996). If we look at the various models (Please refer Appendix A1) for change, it is apparent that there are certain situations where a particular model will not be as effective. For example, I would not expect the improvisational model to work well in a rigid, autocratic environment. This model would work best in an informal, cooperative environment where the workers are encouraged to take risks and display initiative, and everyone is open to new ideas (Orlikowski and Hofman, 1997). The Theory E and Theory O models represent opposite ends of the spectrum. Theory E is more appropriate when the focus is on the short term, and the goal is to maximize the return on investment. The Theory O is more appropriate when the emphasis is on the long-term survival of the company (Beer and Nohria, 2001). The leadership and ADKAR models are both effective in situations where the change is a programmed change, and management needs to secure the buy-in and support of the employees. Both of these models emp hasize the leadership aspect of change management, and deal with the behavior of individuals in response to change. 6. Transformation Model for Harley Davidson Integrated Marketing amounts to a widening of the responsibility, potential and vision for many marketers and therefore for marketing. Rich Teerlink, CEO of Harley-Davidson, describes a leadership journey by which just such a transformation took place. Under his leadership, Harley-Davidson changed from a somewhat toxic, hierarchical, command and control organisation to something new and nimble that is the present-day foundation for its ongoing success as an Integrated Marketing leader. Initially that change did require command and control to get out of the solvency crisis. However, the sustained success that Harley Davidson has, its came from a different kind of change. Involvement, empowerment and alignment were the secret of success of Harley Davidson. The result is something called the Business Process, an extensive and ongoing programme of Harley Davidson that involved and involves everyone in the Harley Davidson from top to bottom in establishing shared values and vision, shared mission and operating philosophies, and agreed objectives and strategies (Jenkinson Sain, 2009). According to Teerlink (cited in Jenkinson Sain, 2009) and his partner in the process, consultant Lee Ozley, â€Å"Instead of demanding compliance, managers have to earn, and call upon, commitment†. The extensive change process, over several years, that led to this, known as the Joint Vision Process, also led to a radical new organisation. Instead of the conventional hierarchical structure, Harley-Davidson developed what they call a circle organisation of three overlapping elements concerned with creating demand, producing products and providing support. A leadership and strategy council at the centre has members nominated from these circles. Harley-Davidson Circle organisation Jeff Bleustein, former president of parts and accessories, describes the uniqueness of the circle organization, According to Bleustein, there are a lot of companies with self-managing work teams on the factory floor. In fact, thats where a lot of innovation comes in some companies as far away from the executive offices. He took this concept of self-managing groups and made it work at the executive level of Harley Davidson. The solution to Integrated Marketing is not to blindly copy the Harley- Davidson solution. Jeff Bleustein also give some criticism against the integrated marketing approach. He predicted that integrated marketing approach would not work, because Harley Davidson grew organically out of the process. However he has observed some other radical structures both within the marketing department of the large organisation. He was certain that to achieve best practice in Integrated Marketing there is a need for the organisation structure to grow out of and reflect the organis ing idea of value and purpose that animates the brand organisation, rather than be driven by traditional considerations of power and status (Jenkinson Sain, 2009). Ron Hutchinson, currently vice president for parts, accessories and customer service, gives a perspective on this change and its effect that relates to Integrated Marketing. He verified that this was a vision of the way people needed to be engaged in an organization, and developed a structure the Business Process of Harley Davidson that allows for theoretical alignment of an individuals job with the long-term direction of the company. Hutchinson aware of that no other organisation has built a whole process and structure around that. In the final analysis, he would say the customer service department, where a customer spent eight hours a day taking phone calls from unhappy campers, is a true test of whether the Business Process works or not. He was convinced that Harley Davidson wouldnt have the reputation that they have today in the marketplace if they didnt have front-line people excited by charismatic, visionary leadership, who can see exactly how their little piece of the organiza tion fits into the long-term strategy and direction of the company (Teerlink Ozley, 2000). According to Teerlink, to complement the organizational changes, new rewards and incentive systems were introduced. They are changing their pay system to pay for performance. They needed their people to understand empowerment. An employee must make the decision that he or she wants more training no one will tap an employee on the shoulder but once an employee are there, they will help an employee. The executive committee was the first group to go through the [Leadership] institute. They didnt want anyone to get the attitude that the executive committee doesnt have anything to learn (Nolan Kotha, 2007). Line workers were exposed to the interrelation among products, sales, and profitability. Harley Davidson also prepared nontechnical explanations of how cash flows and flexible production affected financial success. Harley made substantial changes in worker job descriptions, responsibilities, and production processes to increase job enrichment and worker empowerment. In 1993 Harley-Davidson acquired a minority interest in the Buell Motorcycle Company, a manufacturer of performance motorcycles. Through this investment Harley hoped to enter select niches within the â€Å"performance† motorcycle market, which several top executives thought would return Harley to its heritage of product innovation and development through lessons from the racetrack (Teerlink Ozley, 2000). 7. Successful Transformation process in Harley Davidson Due to successful transformation process of Harley Davidson (H-D), impressive integrated marketing strategy gave Harley Davidson a brand name that more recognized than any other company. Indeed, the strategy was not to focus on reducing the costs, or on the distribution improvement, but the main element was to create customer value. In other words, H-Ds was to give more credibility, trust, safety, desires, quality of product and service, and thus fidelity to its brand. In order to reach that goal, H-D centralised its marketing on these topics, for example creating a Harley Owners Group who rallies more than 900,000 members worldwide (Harley-Davidson, 2009). The main interest of this group is to ensure members to know each other, and become a second family who share the same interests, wills, and thoughts. This integrated marketing strategy also ensures H-D to maintain a strong relationship with its customers, and thus a strong brand name all over the world. According to customers, th e owners of H-D say that this brand understands customers needs, and also that they are always for their customer if a problem appears. These remarks can be linked with H-Ds values. According to H-D â€Å"Our values are the heart of how we run our business. They guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company.† These values are: Be Fair, Tell the Truth, Keep Your Promises, Respect the Individual, and Encourage Intellectual Curiosity (Harley-Davidson, 2009). This integrated marketing approach can also be linked with the mission statement of H-D: â€Å"We fulfill dreams through the experience of motorcycling by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments (Harley-Davidson, 2009).† In order to be successful, organizations must determine clear financial and strategic objectives (Hitt et.al, 2005). Harley Davidson gained a greater market share, achieved higher product quality than rivals, maintained a stronger reputation and a better branding strategy than its competitors, increased levels of customer satisfaction and finally attained stronger customer loyalty due to successful transformation process. In the 60s and 70s Harleys strategic intent was based on â€Å"going shoulder-to-shoulder against the predominantly Japanese companies† (Harley-Davidson, 2009). Harley could not compete on the price level, and the Japanese products were of superior quality, Harley decided to compete in other areas. Their new strategy was to connect with people on an emotional level. They are not selling a product but a way of life, a way of thinking. Due to successful transformation process of Harley Davidson changed its strategy from selling products to selling community (Teerlink Ozley, 2000). And the fact that H-D has developed a Brand stretching strategy, which was an element of Harleys success in developing relationships with customers. Indeed, owners can buy other Harleys products than bikes; it means that they can be more than a biker, they can join Harleys group buying leather accessories or clothes, and even cosmetics. 8. Competitor Analysis/Strategic Issues There are four strategic issues that H-D has to face with. The most important is the European market where H-D has to increase its sales, then, linked with the first issue, there is a fierce competition with the Japanese firms such as Honda and Yamaha. The other issues are the womens market and the accessories, which are in decline. Harley-Davidson is not very famous in Europe where Harleys market share of 650 cc plus motorcycle is less than 7% (6.6%), while in North America Harley-Davidson has a huge market share (46.4%), 21.3% for the Asian market. The main industry competitors are Honda, Suzuki, Yamaha, Kawasaki and BMW. Harley-Davidson is the market leader in the U.S. market with 46.4% market share (Teerlink Ozley, 2000). Their domestic position is quite secure however the rival companies are all aiming to increase their impact on the North American market. Rival manufacturers such as Kawasaki or BMW have all made a serious attempt to establish them at the heart of Harleys market. The Japanese bikes were often considered to be ‘sissy cycles by Harley lovers (Mitchell, 2001). This image is slowly changing and the Japanese companies are trying to ‘out Harley the Harley models. Yamaha motor USA is starting to improve its position in its various markets. The U.S. sales have increased for 47% since 1998. Harley Davidson had a tough time in creating an image for themselves particularly in the cruiser markets. Harley continues to dominate the U.S market and is also the leader in the Asian/Pacific markets with 21.3% market share (Henshaw Kerr, 2001). Yamaha is also trying to outperform Harley and is improving its mass customization skills. The Yamaha website offers a section that allows customers to design their own bike and choose the look and functionality they desire. The interface ensures customers to choose from 75 Yamaha accessory items and makes it easy for the customer to purchase the bike online. The Yamaha V Max model, the Drag Star, and the Road Star models attract customers with their slick design and technological tweaks (Yamaha, 2009). The Yamaha sports models are also very successful and the company is still maintaining a strong position in world markets. European rivals are also trying to make an impact on this lucrative market. Italys Moto Guzzi recently introduced the V11 EV custom cruiser. BMW introduced 3 models of its R1200C cruiser and thanks to clever advertising is beginning to improve its position in the U.S. and Asian markets (BMW Annual report, 2004). 9. Harley Davidsons Strategic Implementation While Harley was booming in U.S market during the late 1950s, then the market attracted Japanese motorcycles manufacturers, beginning with Honda. Other Japanese firms, Suzuki, Yamaha and Kawasaki also followed Honda. Behind Honda, Suzuki was the main competitor for Harley Davidson and while Suzuki marketed smaller, quieter and more fuel-efficient motorcycles that required little or no maintenance and were easier to handle compare to Harleys bikes. In order to get sustainable competitive advantages, Harley Davidson implemented different types of strategies that helped them become one of the most dominant motorcycle producers in the world as well as differentiate them from their one of the most powerful competitor Suzuki. As stated earlier, strategic issues that H-D has faced is increased segmentation in the motorcycle industry causing them to shift focuses in their strategy. With the purchase of Buell Motorcycle Co. they have been successfully able to increase their market segmentation by offering high quality bikes at competitive price. This allowed H-D to have the opportunity to move from a differentiation strategy to a cost/differentiation strategy (Henshaw Kerr, 2001). Harley Davidsons use of the Cost/Differentiation as a Business Level Strategy has proven highly successful since they have been in business. They have always tried to differentiate themselves from everyone else in the motorcycle industry, by producing a brand image that many competitors have failed to recreate. Harley Davidson has two different companies built into one. The first of the two companies produces motorcycles at competitive prices against their competitors. Harley Davidson demands high standards of quality and efficiency and demand lower costs, which will add to a higher quality less expensive motorcycle. Harley Davidson has done extensive research to find out information about their average customer. Harley Davidson concluded that the average motorcycle consumer is a married, college educated, 38 year-old male earning $44,250 a year and his average income is increasing. Research also shows that females represent 10% of the new purchasers (Henshaw Kerr, 2001). The second company that Harley Davidson implemented is the Costume Vehicle Operations or CVO. This company specializes and customizes the motorcycles to suit the individual owner. Harley Davidson also offers genuine parts and accessories so Harley owners can customize their own motorcycles. The CVO tries to use the differentiation strategy to beat out its competitors. The customisation of a motorcycle can prove to be very expensive and time consuming, but Harley Davidson knows that what good is a bike if you cannot show people who you really are. The customers are willing to wait an average of 1 year after placing their order to receive their customized motorcycle. Every other motorcycle manufacturer is trying to imitate Harley and their products. Harley has the top of the industry manufacturing process with large state of the art factories, and distribution, with many small and personalized, to market dealers, who sell their products (Harley-Davidson, 2009) Harley Davidsons Corporate Level Strategy tends to favour the Related Diversification Strategy. Their two primary businesses are related to each other in some manner or another. The two divisions, CVO and the Competitive Price Division, are related by using the same suppliers. Although the two divisions serve two totally different responsibilities to the consumers, they are truly related in their strengths to differentiate themselves from all the other competition. Harley Davidson does not do much promotion at the corporate level. Primarily, the local dealers do their promotion (Mitchell, 2001). Harley Davidson Motor Co. of Wauwatosa, Wisconsin has become known for translating process innovation into business revival. A significant contributor to this growth is a new-product cost management strategy, based on design for manufacturability. The company recognized that while 70% of their product cost was determined at the design function, the cost strategy went far beyond the function of product development. Their strategy was two fold, with the first linking cost management to corporate objectives, and the second validates and measures progress towards cost targets. Cross-functional integration was paramount in implementing this strategy. Cost analysts work with development team members, while design engineers worked closely with manufacturing personnel to understand cost constraints in conjunction with an understanding of how things would be made. This strategy has helped Harley-Davidson capture nearly 50% of the U.S. market for motorcycles, while achieving double-digit reven ue growth (Teerlink Ozley, 2000). 10. Recommendations As a manager author will identify the key areas of further strategic implementation by which Harley Davidson will get sustainable competitive advantage in their industry. Author identifies that Harley Davidson still not using the EPR system. Harley Davidson can use the ERP system to enhance the integrated marketing approach. Usually ERP systems will have many components including hardware and software, in order to achieve integration, most ERP systems use a unified database to store data for various functions found throughout the organisation. The term ERP originally referred to how a large organization planned to use organizational wide resources. In the past, ERP systems were used in larger more industrial types of companies. However, the use of ERP has changed and is extremely comprehensive, today the term can refer to any type of company, no matter what industry it falls in. In fact, ERP systems are used in almost any type of organization large or small. In order for a software system to be considered ERP, it must provide an organization with functionality for two or more systems. While some ERP packages exist that only cover two functions for an organization Payroll Accounting, most ERP systems cover several functions. Todays ERP systems can cover a wide range of functions and integrate them into one unified database. For instance, functions such as human resources, supply chain management, customer relations management, financials, manufacturing functions and warehouse management functions were all once stand alone software applications, usually housed with their own database and network, today, they can all fit under one umbrella the ERP system (Tech-faq, 2009). In retrospect, author would have recommended that Harley do a few things differently. First, they could have researched the literature on what types of problems mechanistic manufacturing organizations face when they try to implement an ERP system in a highly inflexible environment. There was enough research and case analysis available to do this. While they were clearly aware of potential change resistance and the need to get all stakeholders involved, the amount of time their search and selection process required was ridiculous in todays business environment. Author speculate that the sheer demand and high prices of their product allowed them to wallow in their inefficiencies a few more years before they had to bite the bullet (Hirschboeck et.al, 2004). Second, obtaining the advice of experienced software and supply chain consultants earlier in the process probably could have saved some time and created a defined focus. Often, managers use the discipline and recommendations of consultants to reinforce the need for organizational change. With the purchasing process out of control, they could have brought in some purchasing expertise to clean up some of the mess before selecting a software system to help organize the process. According to the website, only 10% of the Harleys customers are females. But female bikers are more and more interested by bikes (www.moto-station.com). Yamaha and Kawasaki are trying to take advantage of this growing interest of female bikers and many of their ads feature women on motorcycles. Harley Davidson can take this new opportunity to get sustainable competitive advantage in their industry. Another key issue for the future is the problem of the accessories. Indeed, those products such as perfumes or cosmetics are decreasing a lot. So, Harley-Davidson should take a decision about this unsuccessful strategy of brand stretching. But, this strategy has a lot of success regards to the leatherwear and fashion area. Harley-Davidson should continue to improve this brand stretching and not leave the market of cosmetics and perfumes. Harley was successful in transforming its scattered purchasing functions into a supplier relationship management program. The supplier portal now serves 300 of its 695 suppliers. In 2004, the company was extending portal access to its accessories and merchandise suppliers. This year, Harley will have about 300 IT employees (Hirschboeck et.al, 2004). The department should manage by experienced leaders who specializing in a particular area of expertise supporting a key company function. Record earnings for the first quarter of 2004 were gained from a 13% increase in sales, the largest in its history ((Nolan Kotha, 2007)). Analysts are crediting its profit growth and margin control to improvement in its supply chain efficiencies. Harley holds a 46% market share in heavyweight motorcycles in the US. The company sponsors a club for its customers, known as the Harley Owners Group (HOG) that allows the company to do direct market research and solicit ideas for product development and testing from 600,000 members. In 2002, the company produced 28 models Harley Davidson Analysis Harley Davidson Analysis Abstract The aim of this paper is to discuss the critical evaluation of the transformation process undertaken by Harley Davidson and analyse the contribution that the transformation made to the success or failure of the Harley Davidson. This paper also highlighted the competitive analysis of the US motorcycle industry and analsye the strategies that helps the Harley Davidson to get the sustainable competitive advantage from their 2nd most powerful competitor Suzuki. All the related strategies are described in Appendix due to word limitation. This paper also focuses on the further strategies such as EPR system, porter generic strategies etc. by which Harley Davidson would get competitive advantages before 2004. As a manager, author would also recommend differently and how they could use those strategies before 2004 to get the sustainable competitive advantages and also the successful implementation of transformation process. Aims This study involves a general evaluation of Harley Davidson to assess its transformation process. The study also attempts to assess the impact of the change on their performance. More specifically, the study aims at: Identifying Harleys transformation process Justifying the transformation process To conduct a brief literature on change management relating with Harleys case Analyse the Harleys competitive advantage from their competitor To recommend differently as a manager regarding different strategies to get the sustainable competitive advantage Methodology The report has used various books, e-journals and websites. Assumption It is assumed that information collected for the purpose of the report is correct and relevant. 1. Company Overview Harley Davidson began in Milwaukee in 1903 when two partners, Bill Harley and Arthur Walter Davidson, developed a one cylinder motorcycle. Harley Davidson grew quickly. By 1912 Harley Davidson was exporting their motorcycles overseas. During WW1, over 20,000 Harley-Davidson motorcycles were used. By the end of the war there were over 2000 dealerships worldwide. After WW1, the demand for motorcycles in Europe grew rapidly. Harley Davidson became a leader in innovative engineering during the 1920s. However, during WW2 Harley Davidson prospered with sales of motorcycles to the military. They earned the coveted Army-Navy award for excellence in wartime production. After WW2, Harley Davidson transformed from producing military to recreational motorcycles. By 1953, Harley Davidson was the last remaining motorcycle manufacturer in the United States. By 1960 Harley Davidson had begun a gradual decline. Harley Davidson merged with the American Machine and Foundry Company (AMF). This merger briefly raised sales. By the mid 1970s, a declining market, a sluggish economy and increasingly fierce competition from Asian manufacturers was once again taking its toll on Harley Davidson. This culminated in a 1981 management buyout saving Harley Davidson from bankruptcy. After the 1981 management buyout, Harley Davidson had to re-organize. Faced with a terrible reputation for quality and rising costs, Harley Davidson focused on marketing. It wanted to differentiate itself from its competitors by building upon its heritage and its unique American styling. These improvements turned Harley Davidson into a remarkable success story. Between 1999 and 2004 revenues grew on average 14% yearly while profits grew 23% on average yearly. Harley Davidson is now the largest American motorcycle manufacturer. They design manufacturer and sell heavyweight touring, custom and performance motorcycles. Currently the company has over 28 models of touring and custom Harley motorcycles distributed through a network of more than 1300 dealerships worldwide. They also sell motorcycle parts, accessories, clothing and collectibles. The company also makes motorcycles under the Buell nameplate. (Source: Harley-Davidson, 2009) 2. Change Management Change is constant. Change in organisations is said to often be made in three areas: 1) structure, i.e. new services or programs; 2) technology, i.e. alteration in equipment and/or automation; and 3) people, i.e. selection, hiring, training, relationships, and attitudes. Change management is a strategy designed to transition from the status quo to some new ideal way of doing business. Change management has been defined as ‘the process of continually renewing an organizations direction, structure, and capabilities to serve the ever-changing needs of external and internal customers (Moran and Brightman, 2001, pg. 111). According to Burnes (2004) change is an ever-present feature of organizational life, both at an operational and strategic level. Therefore, there should be no doubt regarding the importance to any organisation of its ability to identify where it needs to be in the future, and how to manage the changes required getting there. Consequently, organisational change cann ot be separated from organisational strategy, or vice versa (Burnes, 2004; Rieley and Clarkson, 2001). Due to the importance of organisational change, its management is becoming a highly required managerial skill (Senior, 2002). 3. Change Management Process Organisational change can be described as the process of moving away from a current condition to realize some future state. Change management involves managing the process of achieving this future state. According to Nickols, (2004), change can be viewed from two vantage points, that of the people making the changes and that of the people experiencing the changes. In the top-down process, or strategic viewpoint associated with management, the focus is on technical issues such as the investment required, the processes for implementing the change, how soon the change can be realised, and the outcome. In the process of bottom-up viewpoint of the employee, the focus is on what the change means to the individual, how they can cope with the change, and also how management can assist them through the transition. In this context, effective change management should be able to help individuals evolve from negative feelings such as fear and anxiety towards positive feelings about the changes be ing made. Effective change management deals with diagnosing problems and determining an alternative that involves changing the organisational structure or processes. It also identifies and deals with the individual responses to change that can hinder the success of the project. To understand change management better, we need to understand the various models and strategies that managers may follow. Some of the models include the Leadership model, Improvisational Model, Theory E versus Theory O, and the ADKAR model (Please Refer Appendix A1) 4. Harley Davidson Transformation Process The Harley Davidson transformation began with a company that was suffering. In the 10 years to 1983, Harleys market share of the 850 CC plus motorcycle category had dropped from 80% to 23%. The company was hemorrhaging cash and profits. Staffs were demoralised. The culture and environment was toxic. According to Jenkinson Sain, (2009), the Transformation process of the Harley Davidson was divided into two phases: First Phase: The first phase of the transformation involved rationalisation and tough command and control management. This was First phase of change management process. It was not enough however to create success for this positivity and commitment of Harley Davidson. For this reason Harley Davidson decided to go second phase of the change process (Jenkinson Sain, 2009). Second Phase: The second phase of the management was core-integrated marketing of Harley Davidson. Harley Davidson had to move out of financial regulation and power governance into shared marketing commitment towards vision and value based on a collective appreciation of the Harley identity (Jenkinson Sain, 2009). Harleys problems began it was the company was sub optimized internally, with many hostile management/union relationships, and failed to match the market in customer value. The Japanese did not create the problem: they exposed the problem. Many companies share this problem. They may have succeeded in avoiding the extreme problems that Harley had, often by effective first phase management. The challenge of is to move into second phase. Second phases Integrated Marketing depends first on uniting everyone around a collective vision of value that connects to the identity and purpose of the organisation/brand. This depends on a profound and shared understanding of customers and an organisation that can deliver value seamlessly throughout all customer experiences across the relationship. This also means connecting and matching spiritual with practical qualities: vision, purpose, values with information, processes, and systems (Henshaw Kerr, 2001). 5. Implementation of Transformation process There are a number of factors that affect the strategies used for change management (Please refer Appendix B1), and ultimately whether the change is effective. One set of factors is how resistant people are to change. People may resist change because they are unsure of how it affects them, misunderstand the changes, have a different assessment of the current and future environment, or simply have a low tolerance for change. A second factor is the urgency of the change. How important is it, and how critical it is to the business needs of the organization? This also affects the time frame under which the changes need to be implemented. A third factor is how ready is the organisation for the change? Does it have the skills and knowledge needed to implement the change? Finally, management will have preferred strategies for managing the change. This might be based on research and studies they have made, or from past experiences (Kotter, 1996). If we look at the various models (Please refer Appendix A1) for change, it is apparent that there are certain situations where a particular model will not be as effective. For example, I would not expect the improvisational model to work well in a rigid, autocratic environment. This model would work best in an informal, cooperative environment where the workers are encouraged to take risks and display initiative, and everyone is open to new ideas (Orlikowski and Hofman, 1997). The Theory E and Theory O models represent opposite ends of the spectrum. Theory E is more appropriate when the focus is on the short term, and the goal is to maximize the return on investment. The Theory O is more appropriate when the emphasis is on the long-term survival of the company (Beer and Nohria, 2001). The leadership and ADKAR models are both effective in situations where the change is a programmed change, and management needs to secure the buy-in and support of the employees. Both of these models emp hasize the leadership aspect of change management, and deal with the behavior of individuals in response to change. 6. Transformation Model for Harley Davidson Integrated Marketing amounts to a widening of the responsibility, potential and vision for many marketers and therefore for marketing. Rich Teerlink, CEO of Harley-Davidson, describes a leadership journey by which just such a transformation took place. Under his leadership, Harley-Davidson changed from a somewhat toxic, hierarchical, command and control organisation to something new and nimble that is the present-day foundation for its ongoing success as an Integrated Marketing leader. Initially that change did require command and control to get out of the solvency crisis. However, the sustained success that Harley Davidson has, its came from a different kind of change. Involvement, empowerment and alignment were the secret of success of Harley Davidson. The result is something called the Business Process, an extensive and ongoing programme of Harley Davidson that involved and involves everyone in the Harley Davidson from top to bottom in establishing shared values and vision, shared mission and operating philosophies, and agreed objectives and strategies (Jenkinson Sain, 2009). According to Teerlink (cited in Jenkinson Sain, 2009) and his partner in the process, consultant Lee Ozley, â€Å"Instead of demanding compliance, managers have to earn, and call upon, commitment†. The extensive change process, over several years, that led to this, known as the Joint Vision Process, also led to a radical new organisation. Instead of the conventional hierarchical structure, Harley-Davidson developed what they call a circle organisation of three overlapping elements concerned with creating demand, producing products and providing support. A leadership and strategy council at the centre has members nominated from these circles. Harley-Davidson Circle organisation Jeff Bleustein, former president of parts and accessories, describes the uniqueness of the circle organization, According to Bleustein, there are a lot of companies with self-managing work teams on the factory floor. In fact, thats where a lot of innovation comes in some companies as far away from the executive offices. He took this concept of self-managing groups and made it work at the executive level of Harley Davidson. The solution to Integrated Marketing is not to blindly copy the Harley- Davidson solution. Jeff Bleustein also give some criticism against the integrated marketing approach. He predicted that integrated marketing approach would not work, because Harley Davidson grew organically out of the process. However he has observed some other radical structures both within the marketing department of the large organisation. He was certain that to achieve best practice in Integrated Marketing there is a need for the organisation structure to grow out of and reflect the organis ing idea of value and purpose that animates the brand organisation, rather than be driven by traditional considerations of power and status (Jenkinson Sain, 2009). Ron Hutchinson, currently vice president for parts, accessories and customer service, gives a perspective on this change and its effect that relates to Integrated Marketing. He verified that this was a vision of the way people needed to be engaged in an organization, and developed a structure the Business Process of Harley Davidson that allows for theoretical alignment of an individuals job with the long-term direction of the company. Hutchinson aware of that no other organisation has built a whole process and structure around that. In the final analysis, he would say the customer service department, where a customer spent eight hours a day taking phone calls from unhappy campers, is a true test of whether the Business Process works or not. He was convinced that Harley Davidson wouldnt have the reputation that they have today in the marketplace if they didnt have front-line people excited by charismatic, visionary leadership, who can see exactly how their little piece of the organiza tion fits into the long-term strategy and direction of the company (Teerlink Ozley, 2000). According to Teerlink, to complement the organizational changes, new rewards and incentive systems were introduced. They are changing their pay system to pay for performance. They needed their people to understand empowerment. An employee must make the decision that he or she wants more training no one will tap an employee on the shoulder but once an employee are there, they will help an employee. The executive committee was the first group to go through the [Leadership] institute. They didnt want anyone to get the attitude that the executive committee doesnt have anything to learn (Nolan Kotha, 2007). Line workers were exposed to the interrelation among products, sales, and profitability. Harley Davidson also prepared nontechnical explanations of how cash flows and flexible production affected financial success. Harley made substantial changes in worker job descriptions, responsibilities, and production processes to increase job enrichment and worker empowerment. In 1993 Harley-Davidson acquired a minority interest in the Buell Motorcycle Company, a manufacturer of performance motorcycles. Through this investment Harley hoped to enter select niches within the â€Å"performance† motorcycle market, which several top executives thought would return Harley to its heritage of product innovation and development through lessons from the racetrack (Teerlink Ozley, 2000). 7. Successful Transformation process in Harley Davidson Due to successful transformation process of Harley Davidson (H-D), impressive integrated marketing strategy gave Harley Davidson a brand name that more recognized than any other company. Indeed, the strategy was not to focus on reducing the costs, or on the distribution improvement, but the main element was to create customer value. In other words, H-Ds was to give more credibility, trust, safety, desires, quality of product and service, and thus fidelity to its brand. In order to reach that goal, H-D centralised its marketing on these topics, for example creating a Harley Owners Group who rallies more than 900,000 members worldwide (Harley-Davidson, 2009). The main interest of this group is to ensure members to know each other, and become a second family who share the same interests, wills, and thoughts. This integrated marketing strategy also ensures H-D to maintain a strong relationship with its customers, and thus a strong brand name all over the world. According to customers, th e owners of H-D say that this brand understands customers needs, and also that they are always for their customer if a problem appears. These remarks can be linked with H-Ds values. According to H-D â€Å"Our values are the heart of how we run our business. They guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company.† These values are: Be Fair, Tell the Truth, Keep Your Promises, Respect the Individual, and Encourage Intellectual Curiosity (Harley-Davidson, 2009). This integrated marketing approach can also be linked with the mission statement of H-D: â€Å"We fulfill dreams through the experience of motorcycling by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments (Harley-Davidson, 2009).† In order to be successful, organizations must determine clear financial and strategic objectives (Hitt et.al, 2005). Harley Davidson gained a greater market share, achieved higher product quality than rivals, maintained a stronger reputation and a better branding strategy than its competitors, increased levels of customer satisfaction and finally attained stronger customer loyalty due to successful transformation process. In the 60s and 70s Harleys strategic intent was based on â€Å"going shoulder-to-shoulder against the predominantly Japanese companies† (Harley-Davidson, 2009). Harley could not compete on the price level, and the Japanese products were of superior quality, Harley decided to compete in other areas. Their new strategy was to connect with people on an emotional level. They are not selling a product but a way of life, a way of thinking. Due to successful transformation process of Harley Davidson changed its strategy from selling products to selling community (Teerlink Ozley, 2000). And the fact that H-D has developed a Brand stretching strategy, which was an element of Harleys success in developing relationships with customers. Indeed, owners can buy other Harleys products than bikes; it means that they can be more than a biker, they can join Harleys group buying leather accessories or clothes, and even cosmetics. 8. Competitor Analysis/Strategic Issues There are four strategic issues that H-D has to face with. The most important is the European market where H-D has to increase its sales, then, linked with the first issue, there is a fierce competition with the Japanese firms such as Honda and Yamaha. The other issues are the womens market and the accessories, which are in decline. Harley-Davidson is not very famous in Europe where Harleys market share of 650 cc plus motorcycle is less than 7% (6.6%), while in North America Harley-Davidson has a huge market share (46.4%), 21.3% for the Asian market. The main industry competitors are Honda, Suzuki, Yamaha, Kawasaki and BMW. Harley-Davidson is the market leader in the U.S. market with 46.4% market share (Teerlink Ozley, 2000). Their domestic position is quite secure however the rival companies are all aiming to increase their impact on the North American market. Rival manufacturers such as Kawasaki or BMW have all made a serious attempt to establish them at the heart of Harleys market. The Japanese bikes were often considered to be ‘sissy cycles by Harley lovers (Mitchell, 2001). This image is slowly changing and the Japanese companies are trying to ‘out Harley the Harley models. Yamaha motor USA is starting to improve its position in its various markets. The U.S. sales have increased for 47% since 1998. Harley Davidson had a tough time in creating an image for themselves particularly in the cruiser markets. Harley continues to dominate the U.S market and is also the leader in the Asian/Pacific markets with 21.3% market share (Henshaw Kerr, 2001). Yamaha is also trying to outperform Harley and is improving its mass customization skills. The Yamaha website offers a section that allows customers to design their own bike and choose the look and functionality they desire. The interface ensures customers to choose from 75 Yamaha accessory items and makes it easy for the customer to purchase the bike online. The Yamaha V Max model, the Drag Star, and the Road Star models attract customers with their slick design and technological tweaks (Yamaha, 2009). The Yamaha sports models are also very successful and the company is still maintaining a strong position in world markets. European rivals are also trying to make an impact on this lucrative market. Italys Moto Guzzi recently introduced the V11 EV custom cruiser. BMW introduced 3 models of its R1200C cruiser and thanks to clever advertising is beginning to improve its position in the U.S. and Asian markets (BMW Annual report, 2004). 9. Harley Davidsons Strategic Implementation While Harley was booming in U.S market during the late 1950s, then the market attracted Japanese motorcycles manufacturers, beginning with Honda. Other Japanese firms, Suzuki, Yamaha and Kawasaki also followed Honda. Behind Honda, Suzuki was the main competitor for Harley Davidson and while Suzuki marketed smaller, quieter and more fuel-efficient motorcycles that required little or no maintenance and were easier to handle compare to Harleys bikes. In order to get sustainable competitive advantages, Harley Davidson implemented different types of strategies that helped them become one of the most dominant motorcycle producers in the world as well as differentiate them from their one of the most powerful competitor Suzuki. As stated earlier, strategic issues that H-D has faced is increased segmentation in the motorcycle industry causing them to shift focuses in their strategy. With the purchase of Buell Motorcycle Co. they have been successfully able to increase their market segmentation by offering high quality bikes at competitive price. This allowed H-D to have the opportunity to move from a differentiation strategy to a cost/differentiation strategy (Henshaw Kerr, 2001). Harley Davidsons use of the Cost/Differentiation as a Business Level Strategy has proven highly successful since they have been in business. They have always tried to differentiate themselves from everyone else in the motorcycle industry, by producing a brand image that many competitors have failed to recreate. Harley Davidson has two different companies built into one. The first of the two companies produces motorcycles at competitive prices against their competitors. Harley Davidson demands high standards of quality and efficiency and demand lower costs, which will add to a higher quality less expensive motorcycle. Harley Davidson has done extensive research to find out information about their average customer. Harley Davidson concluded that the average motorcycle consumer is a married, college educated, 38 year-old male earning $44,250 a year and his average income is increasing. Research also shows that females represent 10% of the new purchasers (Henshaw Kerr, 2001). The second company that Harley Davidson implemented is the Costume Vehicle Operations or CVO. This company specializes and customizes the motorcycles to suit the individual owner. Harley Davidson also offers genuine parts and accessories so Harley owners can customize their own motorcycles. The CVO tries to use the differentiation strategy to beat out its competitors. The customisation of a motorcycle can prove to be very expensive and time consuming, but Harley Davidson knows that what good is a bike if you cannot show people who you really are. The customers are willing to wait an average of 1 year after placing their order to receive their customized motorcycle. Every other motorcycle manufacturer is trying to imitate Harley and their products. Harley has the top of the industry manufacturing process with large state of the art factories, and distribution, with many small and personalized, to market dealers, who sell their products (Harley-Davidson, 2009) Harley Davidsons Corporate Level Strategy tends to favour the Related Diversification Strategy. Their two primary businesses are related to each other in some manner or another. The two divisions, CVO and the Competitive Price Division, are related by using the same suppliers. Although the two divisions serve two totally different responsibilities to the consumers, they are truly related in their strengths to differentiate themselves from all the other competition. Harley Davidson does not do much promotion at the corporate level. Primarily, the local dealers do their promotion (Mitchell, 2001). Harley Davidson Motor Co. of Wauwatosa, Wisconsin has become known for translating process innovation into business revival. A significant contributor to this growth is a new-product cost management strategy, based on design for manufacturability. The company recognized that while 70% of their product cost was determined at the design function, the cost strategy went far beyond the function of product development. Their strategy was two fold, with the first linking cost management to corporate objectives, and the second validates and measures progress towards cost targets. Cross-functional integration was paramount in implementing this strategy. Cost analysts work with development team members, while design engineers worked closely with manufacturing personnel to understand cost constraints in conjunction with an understanding of how things would be made. This strategy has helped Harley-Davidson capture nearly 50% of the U.S. market for motorcycles, while achieving double-digit reven ue growth (Teerlink Ozley, 2000). 10. Recommendations As a manager author will identify the key areas of further strategic implementation by which Harley Davidson will get sustainable competitive advantage in their industry. Author identifies that Harley Davidson still not using the EPR system. Harley Davidson can use the ERP system to enhance the integrated marketing approach. Usually ERP systems will have many components including hardware and software, in order to achieve integration, most ERP systems use a unified database to store data for various functions found throughout the organisation. The term ERP originally referred to how a large organization planned to use organizational wide resources. In the past, ERP systems were used in larger more industrial types of companies. However, the use of ERP has changed and is extremely comprehensive, today the term can refer to any type of company, no matter what industry it falls in. In fact, ERP systems are used in almost any type of organization large or small. In order for a software system to be considered ERP, it must provide an organization with functionality for two or more systems. While some ERP packages exist that only cover two functions for an organization Payroll Accounting, most ERP systems cover several functions. Todays ERP systems can cover a wide range of functions and integrate them into one unified database. For instance, functions such as human resources, supply chain management, customer relations management, financials, manufacturing functions and warehouse management functions were all once stand alone software applications, usually housed with their own database and network, today, they can all fit under one umbrella the ERP system (Tech-faq, 2009). In retrospect, author would have recommended that Harley do a few things differently. First, they could have researched the literature on what types of problems mechanistic manufacturing organizations face when they try to implement an ERP system in a highly inflexible environment. There was enough research and case analysis available to do this. While they were clearly aware of potential change resistance and the need to get all stakeholders involved, the amount of time their search and selection process required was ridiculous in todays business environment. Author speculate that the sheer demand and high prices of their product allowed them to wallow in their inefficiencies a few more years before they had to bite the bullet (Hirschboeck et.al, 2004). Second, obtaining the advice of experienced software and supply chain consultants earlier in the process probably could have saved some time and created a defined focus. Often, managers use the discipline and recommendations of consultants to reinforce the need for organizational change. With the purchasing process out of control, they could have brought in some purchasing expertise to clean up some of the mess before selecting a software system to help organize the process. According to the website, only 10% of the Harleys customers are females. But female bikers are more and more interested by bikes (www.moto-station.com). Yamaha and Kawasaki are trying to take advantage of this growing interest of female bikers and many of their ads feature women on motorcycles. Harley Davidson can take this new opportunity to get sustainable competitive advantage in their industry. Another key issue for the future is the problem of the accessories. Indeed, those products such as perfumes or cosmetics are decreasing a lot. So, Harley-Davidson should take a decision about this unsuccessful strategy of brand stretching. But, this strategy has a lot of success regards to the leatherwear and fashion area. Harley-Davidson should continue to improve this brand stretching and not leave the market of cosmetics and perfumes. Harley was successful in transforming its scattered purchasing functions into a supplier relationship management program. The supplier portal now serves 300 of its 695 suppliers. In 2004, the company was extending portal access to its accessories and merchandise suppliers. This year, Harley will have about 300 IT employees (Hirschboeck et.al, 2004). The department should manage by experienced leaders who specializing in a particular area of expertise supporting a key company function. Record earnings for the first quarter of 2004 were gained from a 13% increase in sales, the largest in its history ((Nolan Kotha, 2007)). Analysts are crediting its profit growth and margin control to improvement in its supply chain efficiencies. Harley holds a 46% market share in heavyweight motorcycles in the US. The company sponsors a club for its customers, known as the Harley Owners Group (HOG) that allows the company to do direct market research and solicit ideas for product development and testing from 600,000 members. In 2002, the company produced 28 models