How Much Land Does a Man Nee Essay

A parable often contains irony, because the lesson of the story may be obvious to readers but not to the main character—at least until it’s too late. Irony refers to literary techniques used by a writer to portray differences between appearance and reality, expectation and result, or meaning and intention. In dramatic irony, there is a contradiction between what a character thinks and what the reader knows to be true. In irony of situation, an event occurs that directly contradicts the expectations of the characters or the reader. Often, an event in a story is ironic only in hindsight. Complete the following chart by telling why each example listed from Tolstoy’s story is ironic. The first one has been answered for you. When you are finished, answer the question that follows. Unit 2: Striving for Success Story Event 1. Pahom says, â€Å"If I had plenty of land, I shouldn’t fear the Devil himself!† 2. Pahom is angry when he gets fined by the woman’s manager, because he is careful with his animals. 3. Pahom’s heart fills with joy as he looks at his land. Why It’s Ironic The devil is listening and will tempt Pahom by giving him land. 4. Pahom is ten times better off in the Volga than he had been. 5. Pahom thinks he is tricking the Bashkir chief by getting a great deal on the land. 6. Pahom dies of exhaustion after marking off a huge area of land.

Caring for Cooper City Essay

There are many factors affecting the health of this community. I believe lack of health education and access to health care are the primary problems. The problems of pinworms and anemia are most preventable with hygiene education and nutritional education. The high premature births and neonatal death rate can be addressed with pre-natal education and care. The ability for the mothers and care givers to access these services may be impaired because of lack of access to health care related to transportation and economics. A cultural norm in many of Hispanic families is both parents work at minimum pay jobs with no benefits, while a family member takes care of several children. This care giver is often an older person (grand parent or aunt) and often does not understand or speak English or is an adolescent that is not able to drive. Because of the noted issues accessing health care during â€Å"business† hours are impaired. It is difficult for the person that may have access to transportation and one that speaks English to arrange a day off to take the child and/or pregnant woman to their doctor appointments Because a large population of the Hispanics go to the Catholic Church getting the local priest or a trusted community involved may help with accessing the population. Information about the clinic, health education classes, and setting up a clinic in the Catholic Church on the weekend may all be options to improving health care. Health education in the schools is another way to get the message to the public. A school health fair or school projects focused on prevention may be ways to help educate the parents. Education of adolescent about birth control, pre-natal care and support are other methods to improve the health of the community. . The planning group will need to have many members of the community. Having someone from the city council, the local priest and pastor, a representative from the high school, a medical representative such as the local md, or nurse practitioner a cultural community representative and representatives of the local business would be the best task force mix. Having the community leader’s access funds to provide free transportation to the health clinics or having a mobile health clinic to access the outlying population. Another option is to have a clinic at the major employer’s place of business. All of the suggested health options will need the support and commitment of the community. As a community health nurse you can support and encourage that commitment.

Interview

The snowfall was tumbling down, and the winds jolted you with their quick and frigid entrance. Crossing the street on a day like this could be a real struggle for anyone; however for an elderly man with a cane It Is nearly impossible without any assistance. So the elderly man waited until one would approach him and kindly guide him across the street. Over the course of him Alton, three people walked by; a policeman, a teacher, and a homeless man, however only one approached the elderly man.The first person to walk by the elderly man was the police officer. He was around 1 Inches tall and had a muscular build. Before the police officer walked by the elderly man, the police officer could tell that the elderly man needed help crossing the street. The roads were slippery, and the heavy snow was Impacting ones sight. However the police officer was already late for work, and by taking the time to help the elderly man cross the tree it would have made him even more late. Especially since th e weather conditions were not in his favor.So the police officer crossed the street unattended, and the elderly man started at the back of his head with his sorrowful eyes. The 2nd person to walk by the elderly man was a teacher. The teacher just finished a meal at her favorite restaurant, and had to cross the street to get to her car. She looked at the elderly man and knew right away that he wanted to cross the street, however needed assistance. She thought for a second than came to a conclusion hat she herself could not help because she would already have enough trouble crossing the street herself. Someone else will notice and help him† she thought to herself. So she crossed the street unattended, and once again the elderly man stared at the back of her head with his sorrowful eyes. The third person that walked by the elderly man was the homeless man. The elderly man turned his head and saw someone approaching him. It wasn't a police officer, or a teacher, however he saw som eone with a ripped Jacket, torn Jeans, and sorrowful eyes approach him.Yes, this time the elderly man was approached by a homeless man, however unlike the police officer, or the teacher, he approached the elderly man. The homeless man asked the elderly man if he needed help crossing the street, and the elderly man replied with a soft â€Å"yes please†. So the homeless man crossed the street attended by and elderly man with Joyful eyes. The police officer, the teacher, and the homeless man all walked by the elderly man who was In need of help, however the only one that helped him was the man who was considered the lowest In society out f all of them.The police officer didn't help him because he was going to be late for work, the teacher did not help him because she thought someone else would help him, and the homeless man helped him Just out of moral Integrity. Interview By sesame-madam Unexpected approach the winds Jolted you with their quick and frigid entrance. Crossing the street on a day it is nearly impossible without any assistance. So the elderly man waited until one waiting, three people walked by; a policeman, a teacher, and a homeless man, he elderly man was the police officer.He was around 5†³11 inches tall and had a slippery, and the heavy snow was impacting ones sight. However the police officer The 2nd person to walk by the elderly man was a teacher. The teacher Just finished a the police officer, or the teacher, he approached the elderly man. The homeless man homeless man all walked by the elderly man who was in need of help, however the only one that helped him was the man who was considered the lowest in society out him, and the homeless man helped him Just out of moral integrity. Interview Unless you are fascinated by the rich variation in human experience, qualitative interviewing will become drudgery† â€Å"If participant observation means ‘walk a mile in my shoes', then in-depth interviewing means ‘walk a mile in my head† Interviews as conversations with a purpose conversational style but interviews are not naturally occurring conversations he interaction is one-sided the interviewer has an agenda interviewing requires skills the interaction is recorded Types of interviews There are at least 3 major types of interviews: 1. The standardized (formal or structured) interview 2.The unsubstantiated (informal or nondestructive) Interview 3. The compartmentalized (guidedsemistructured or focused) interview Standardized interview The standardized interview uses a formally structured schedule of interview questions. The interviewers are required to ask subjects to respond to each question. That all the questions have been worded in a manner that allo ws subjects to understand clearly what they are being asked The Unsubstantiated Interview In contrast to the rigidity of standardized interviews, unsubstantiated interviews do not utilize schedules of questions.Interviewers must develop, adapt, and generate questions and follow-up probes appropriate to the given situation and the central purpose of the investigation Complementarities interview This type of interview involves the implementation of a number of predetermined questions and/or special topics. These questions are typically asked of each interviewee in a systematic and consistent order, but he interviewers are allowed freedom to digress. Four types of questions 2. 3. 4. Essential Questions Extra Questions The row-Away Questions Probing Questions 1.Essential Questions C] Essential questions exclusively concern the central focus of the study C] They may be placed together or scattered throughout the survey, but they are geared toward eliciting specific desired information 2. Extra Questions [l Extra questions are those questions roughly equivalent to certain essential ones but worded slightly differently C] These are included in order to check on the reliability of responses (through examination f consistency in response sets) or to measure the possible influence a change of wording might have 3. Interview What do you enjoy most about your job? What I enjoy most about my job is simply helping people get the physique that they desire. Nothing feels better than helping others, especially with something that you enjoy dearly. I've been into fitness just about all my life and I plan on doing it for as long as I physically can. 4. Do you work in a â€Å"team† or â€Å"independent† environment? For the most part, work independently, because it is just me and whoever my client is for that time being on a one on one fitness session. It can be also considered a team environment because I am around my coworkers just about my whole shift.There are also other trainers here at my job, and sometimes we are working in the same area. 5. How does this style impact your work (meaning, working with others can be challenging, supportive, helpful, frustrating and working independently can be lonely, empowering, difficult? ) It is a little bit of both so it is fairly balanced, leaning more tow ards independent. I think independently is the best way for this field of work. When I am in the gym I like to focus on my goal or the person am trainings goal in this case. If it was more of a team environment they would likely distract me while am training my trainee. What do you like least about your job? What I least like of the job is a pretty hard question. I love just about everything related to fitness. If I had to say, it would probably be the salary. I could do with a higher salary, but I don t plan on working here forever and eventually I will move on up. 7. What was your major in college? Majored in Nutrition in college. After I finished I got my certification in personal training. After I save up enough from my current job I will then start my own private business and train and diet people for NP competitions. 8.Please describe your career path to this current job. My career path was first working as a sales associate at LA fitness, then after completing my major in nut rition in college, I got certified in personal training and it was easy for me to get the job here because I already worked there. Reflection My career path is to become a personal trainer, and eventually own my own chain of fitness gyms, similar to LA Fitness. It aligns with my purpose because it will give me a chance to help people, and help myself at the same time. It is a win win career path. Nick, the individual I interviewed who is employed atLA Fitness has been employed in that career for 3 years now. He is the head of the fitness department and specializes in personal fitness. The path he took to get to where he is at now is pretty much how I envisioned it myself, even though he is not at his goal yet. Him working already at LA Fitness gave him the opportunity to secure a personal training job there, and also to be the head Of that department. Am now more interested than ever in this field, even though he made a good point about the salary not really being up to par, but I p lan on owning my own gyms so it will increase within time. Interview I interviewed Joe Neal, Deputy Probation Officer III, Mendocino County Adult Probation. I learned a lot about the Probation Officer’s job and Joe during my time interviewing him. Joe started his law enforcement career at a young age. He did not go into much detail about his career start, but did tell me that he eventually ended up being a Juvenile Court Judge. He retired then went to work at the Mendocino County Sheriff’s Department. Due to the stress and shift work there he decided he would have more impact on people if he were in probation. He applied and went through the process and was hired. His goal was to help people turn their lives around and live drug and alcohol free productive lives. Although probation is also a high stress job, Joe said he would choose this profession again if he were younger. I asked him about his daily routine and job responsibilities. Case load seemed to be the majority of his day. Reading reports, petitions and distributing cases to the 65 probation officers in his office. I am told that a pre-sentencing report can take from 8 to 12 hours to complete. There are on average of 25 to over 100 that come in on a daily basis. On average there are from 70 to 100 cases per officer in our county at the adult probation office and 15 to 40 at juvenile probation. When I asked Joe about transfers or advancement, he smiled, almost laughed and simply said â€Å"No way. † He explained to me that in the economic crunch and with a lack of providers in our county, things are at a stand still. When the economy is not so bad, a transfer can usually take place on a case by case basis and are recommended by a supervisor. We got onto the subject on personal rewards of the job. Much like me, Joe takes great pride in helping people start their lives over on a positive drug and alcohol free path. Seeing people accomplish this he says â€Å"Is very rewarding. † I asked him about the hiring process and what it takes to be a probation officer. He asked me if I was sure this is what I wanted to do for a career. He handed me a rather thick packet of papers that describe how the hiring process takes place. In reading through it, I was very impressed at the amount of information the packet contained. The very extensive background checks, the lie detector process and personal life habits. Things like whether you have stolen a pen from work, paying your bills on time and a full credit history. The documents they need to verify your information and pages and pages of information on your previous addresses, jobs and family members, including step. It is started by applying and then applications are sorted by qualifications. There is a written exam with the State. Once the exam is passes, there is an Oral Board interview. A copy of your driving record printout, copy of current driver’s license, sealed copies of college transcripts, copy of your college diploma, social security card, birth certificate, release forms for verification of information provided, and a handwritten autobiographical history. Once that information is verified fingerprinting takes place. When you pass all of the background the next step is to be scheduled for a physical and a psychological exam. An offer of employment is contingent with passing the physical and psychological exam. I got the impression from this packet that if you are not a person who takes the time to keep your life in order, you can’t possibly help others learn how to either. I also noticed during the interview how short most of Joe’s answers were. I asked him why he didn’t elaborate on different questions, he told me that he learned a long time ago to get to the point quickly and you get the best answer from your questions. If they don’t have too much information to compute, you usually get an answer beyond â€Å"just because†. I noticed Joe’s office was very tidy and well organized. I didn’t ask how much time he spends filing or organizing, but with the case loads, I imagine he has to make the time after each task to be prepared for the next duty of the day. As I was walking out, I thanked him for his time and for all of the valuable information he gave me. He then informed me that he is now retiring and his time will be spent â€Å"Eating Bon-Bon’s† I left Joe’s office, headed home and thought about what he had told me. There is a lot of information to store for my future and to meet my goals. In the end, I have decided that, yes, this is in fact what I want to do.

Information Systems Security Essay Example | Topics and Well Written Essays - 750 words

Information Systems Security - Essay Example the same time, despite all the efforts made by the government to ensure cyber security and intrusion prevention, it seems that a lot more needs to be done before American can be considered secure from intrusion or attack from cyber terrorists. Kabay (2007) presents an interesting article in which he discusses a paper from by The Business Roundtable under the title, Essential Steps to Strengthen America’s Cyber Terrorism Preparedness. The author discusses how the current level of protection with regard to intrusion and attack prevention is woefully inadequate considering the critical systems and the national infrastructure which is dependent on the servers and mainframes used by the government. It is easy to agree with the idea since many have criticized the government for going in the wrong direction with regard to securing our nation’s information network. Barnes (2005) as well as Fredrickson (2005) suggest that the government is on the wrong track with regard to digital security since steps such as the USA PATRIOT Act of 2005 and the Real ID Act of 2005 come across as little more than knee-jerk reactions to the need for security. Instead of developing technologies which prevent and avert attacks in the first place, the government is more focused on creating laws which extend its power over the people and curtail the liberties of individuals. Kabay (2007) describes how the government lacks intrusion detection tools or trip wires which can let network and server administrators know that an attack is under way or an attack is imminent. Further, the government lacks a system of accountability or even strategic management plans which could come into play if an intrusion takes place or if critical systems are damaged. Considering what happened after Hurricane Katrina, it is easy to understand why analysts would be doubtful about the government’s ability to handle critical system failures especially if they take place together (Young, 2006). Finally, Kabay

IT strategy and information system Essay Example | Topics and Well Written Essays - 1500 words

IT strategy and information system - Essay Example It is done so on the account of fact that it requires skills and adapatibilty against the excessively advanced knowledge that the company may seek. The goal pursuit requires clear determination of the path to be followed. This is a generic rule for any operation or task so undertaken. The same rule applies to the field of digital technology. However, often the instances are seen where the path so adopted doesnot provide the desired results. This failure to reach the desired may be on account of number of factors. Some of these may be the result of internal poor performance, others possibly due to the external factors within the supply chain network (McKeen and Smith). Ther internal dyanmics relating to the various variables such as the relationship between the partners, ownership versus partnerships, lag in catching on the new trends, innovations and counter innovations from the other parties. Another important factor that often leads to the failure in terms of goals accomplishment is that of the financial crunch or inability to meet up the expenditure against the given originally set forth goals and objectives.All these constraints demand setting a plan that is realistic and takes into account the facts that are aforementioned and ensure that it is a failure proof plan. Technology road maps come along with set of constraints, restrictions which makes the overall planning relatively difficult and hard to accomplish. Preparing for the alternate route often comes along with external constraints and costs in terms of technological road map planning process. The difference between a generic plan and a technology plan is the phases that follow after the initial phase. This often results in deviation from the original path set forth. In order to ensure the technology plan is a successful one, the leading steps need to be taken into account with regard to the due actions. Following the

Cash flows(inflow-outflow-operating,investing,financing), Case Study

Cash flows(inflow-outflow-operating,investing,financing), Depreciation, Ratios,Income Statement, Retained earning Statement, Internal control procedures - Case Study Example It is calculated by subtracting the current asset from the current liabilities of the company. The negative figure means that the liabilities are more than the assets. Earnings per share (EPS) are considered one of the most important financial ratios from the investor’s point of view. The ratio highlights the average earnings from the shares transacted and is calculated by dividing the profit attributable to the common share holders and multiplying them with the weighted average number of shares outstanding during the period. Earnings per share of 0.57 can be interpreted as if the investor invests $1 in the company, he will earn $0.57 on his investment. Debt ratio, which calculated by comparing the total liabilities to total assets, is a primary tool in determining the influence the company is under as a result of obtaining finances from sources other than equity. A lower ratio represents that the company is utilizing its equity in order to finance its operations and thus curtailing the financial risk. A ratio of 0.63 represents that 63% of the companys assets are financed by debt. Free cash flow method is basically a measure of financial performance of the company which is calculated as free cash flows minus the capital expenditure. From pure financial management’s perspective, free cash flow can be defined as the cash which the company is able to generate setting aside the money required to maintain or expand its current asset

Harriet Jacobs Essay Example | Topics and Well Written Essays - 500 words

Harriet Jacobs - Essay Example Norcom. Dr. Norcom (given the pseudonym Dr. Flint in her Jacobs’ novel) would play an influential role in the life of Jacobs, sexually abusing her for most of her early life as a slave girl and threatening her should she refuse him. All of these factors led to Harriet Jacobs leading a difficult early life, which she recorded in her memoir Incidents in the Life of a Slave Girl. Life for Harriet Jacobs as a slave girl in the south was not easy. Although her parents were considered to be relatively high status for slaves, her mother’s early death meant that she was alone and under the full control of slave masters for the entirety of her early life. Dr. Norcom (Flint) began to sexually harass Jacobs just a few years after she was entrusted to his care. Jacobs was still very young at this point, and this sexual harassment would be one of the major influences on her life and her later writing. Cleverly, Harriet consented to the sexual advances of another white man (Mr. Sands ), which she thought would prevent Dr. Flint from sexually harassing her. Although Jacobs has said that she did not love this man and did not find it to be a Christian relationship, it was still preferably to being abused at the hands of Flint. Dr.

International delivery of Coke products(supply chain management) Essay

International delivery of Coke products(supply chain management) - Essay Example Every firm has a functional supply chain that is continuously improved to enhance firm operations; this paper sets out to discuss the international delivery of coke products/ supply chain management. The Coca-Cola company is a multi-billion international beverage company that exclusively licenses and markets over 5oo nonalcoholic beverage brands; most of the beverages marketed by Coca-Cola are primarily glistening beverages, but the company also markets still beverages like waters, enriched waters, juices, ready teas and coffees, and energy/sports drinks. Some of the sparkling nonalcoholic products marketed by the Coca-Cola Company include Coca-Cola, Diet-Coke, Fanta, and Sprite; the company has various segments such as Eurasia and Europe among others, bottling investments and company. Coca-Cola is the world’s most powerful brands that has dominated the global soft drink market for more than a century now due to its highly visionary and excellence oriented operational framewor k. The company’s extensive and complex supply chain includes a number of different organizations such as plants, bottlers, warehouses, and customers, in addition to multiple product lines that follow multiple supply chains though with different objectives. With such vastly complex network, it is quite a challenge to achieve real time information on which to base tactical and strategic decisions in the company, thus the need for effective supply chain management. The Coca-Cola Company has involved ITC and SAP consulting to enhance its Supply Chain Management and to achieve further visibility- the main objective of the collaboration is to create a supply chain and decision making strategy through fast information and metrics (Hochfelder). For instance, Coca Cola’s challenge accessing accurate information to compare, in addition to the challenge of inconsistencies in the reporting rules in new ventures was adequately addressed through the integration of supply chain manag ement with SAP, and this system went live with the launching of Coca Cola North America. This integration was a key milestone for the company because it enabled the company to match the supply chain goals with business goals effectively, providing guidelines into firm to end user supply chain processes to help achieve consistency in its processes. Coca Cola’s supply chain guiding principles entail focusing on metrics needing no manual intervention, focusing on metrics to initiate profit stability and metric stability through the supply chain, in addition to, focusing on industry principles that are not coke precise and development of a robust system for reporting changing hierarchies with changing businesses. The Coca-Cola company complex supply chain network cuts across continents to reach consumers all over the world; for instance, the company has acquired some independent bottlers such as the Carlifornia based Scramental Coca Cola Bottling Company in a move to enhance dist ribution effectiveness (Enterprise Labeling). The company has also devolved the distribution of its products to local bottling companies all over the worl

Managment Essay Example | Topics and Well Written Essays - 2000 words

Managment - Essay Example Basically, â€Å"project management can be defined as the planning, organizing, scheduling, leading, communicating, and controlling of work activities to achieve a predefined outcome, on time and within budget,† Josler & Burger (2005). It can be observed that a project is comprised of the following features: it is unique, it has a definite start and a definite end (Fox, 2008). There are many factors that can contribute to the success or failure of a project. Guru (2008) states that the aspect of project success is a recurring theme in the discipline of project management and there are different views that are attributed to the success or failure of the project. For instance, Heerkens (2001) suggests that the effectiveness and leadership styles of the project manager significantly contribute to the success of the project. There are different aspects that are often considered when people speak of project success. According to Guru (2008, p.1), â€Å"De Wit (1988) and other writ ers distinguish between project success (measured against the overall objectives of the project) and project management success (measured against the widespread and traditional measures of performance against cost, time and quality).† Jones (2007) also state that the success factors of the project mainly depend on its ability to achieve the desired goals. Indeed, in each project, a particular outcome is expected to be witnessed if all measures have been properly carried out in a project. In this particular case, the discussion will be centered on project success where at attempt will be made to establish if the Residential Care Services Project achieved its goals as well as the measures that could be implemented in order to improve... This paper stresses that there is poor communication between the manager and other teams. This is likely to impact negatively on the project since it may be difficult for the project manager to coordinate the efforts of all members to pull their efforts towards the same direction. It is important for the project manager of Residential Care Services Project to create open channels of communication that can help the project members to have mutual understanding towards the desired goals in the project. This report makes a conclusion that a project is unique in many ways as discussed. For instance, it has a definite start and finish and it is mainly undertaken in order to achieve a specific outcome. Managing a project is a process that requires concerted efforts in order for it to be a success. As discussed above, there are various measures that can be implemented in order to ensure that the Residential Care Services Project is a success. It has also been observed that this project is facing numerous problems that can impact on its success. As discussed above, there is need for the project manager to make sure that he steers the project in the right direction. There is also need for involvement of all the members of the project in the decision making process so that they can share the same vision with the project managers. This can make it relatively easy to achieve the goals of the project if people involved share the same vision towards the expected goals.

Marketing an Introduction Essay Example for Free

Marketing an Introduction Essay Micro environment Marketing management their job is to build strong relationships with customers by creating customer value and satisfaction. But marketing managers cannot do this alone. Marketing success will require building relationships with other company departments, suppliers , marketing intermediaries , customers , competitors and various publics. The company Marketing managers must work closely with other company departments. Other departments have an impact on the marketing departments plans and actions. All of these functions must â€Å"think consumer†. Suppliers Suppliers form an important link in the company’s overall customer value delivery system. They provide the resources needed by the company to produce its goods and services. Supplier problems can seriously affect marketing. Rising supply costs may force price increases that can harm the company’s sales volume. Marketers build strong relationships with its suppliers. Marketing intermediaries Marketing intermediaries help the company to promote , sell and distribute its products to final buyers. Includes resellers , physical distribution firms , marketing services agencies and financial intermediaries. * Resellers : distribution channel firms that help the company find customers or make sales for them. These include wholesalers and retailers who buy and resell merchandise. * Physical distribution firms : Help the company to stock and move goods from their points of origin to their destinations. * Marketing services agencies : Marketing research firms , advertising agencies , media firms , and marketing consulting firms. * Financial intermediaries : Banks , credit companies , insurance companies and other financial institutions or insurance institutions against the risks associated with the buying and selling of goods. Today’s marketers know the importance of working with their intermediaries as partners. Competitors A company must provide greater customer value and satisfaction than its competitors do. Marketers need to do more than simply adapt to the needs of their customers. You need a strategy as a firm. Publics Public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. There are seven types of publics 1) Financial publics : This group influences the company’s ability to obtain funds 2) Media publics : This group carries news , features and editorial opinion. 3) Government publics : Management must take government developments into account. (Product safety , truth in advertising and other matters) 4) Citizen-action public : A company’s marketing decisions may be questioned by consumer organizations , environmental groups , minority groups and others. PR can help to stay in touch with consumers and citizen groups 5) Local publics : Relation with neighborhood residents and community organizations. 6) General public : The general public and their opinions and the company and their products 7) Internal publics : Workers , managers , volunteers and the board of directors. Customers Customers are the most important actors in the company’s micro environment. The main point is to serve the consumer and make them your customer. 1) Consumer market : Households and individuals 2) Business market :buy goods or services for further processing. 3) reseller markets : Buy goods or services to resell it at a profit 4) Government markets : Buy goods or services to produce publics services or transfer the goods to those who need them. 5) International markets : Buyers in other countries could be consumers , business , resellers and governments. Macro environment External factors that may be a threat to a company. There are 6 macro environmental elements: Demographic Demography is the study of human populations in terms of size , density , location , age , gender , race , occupation and other statistics. Demography has a huge impact on marketing because it involves people and people make up markets. The world ‘s large and highly diverse population poses both opportunities and challenges. Marketers have to keep a close watch on the demographic trends and developments in their markets , at home and abroad. Generations : * Baby boomers : Born between 1946-1964. One of the most powerful forces shaping the marketing environment. They have had many good years but now with a sharp decline in stock prices and home values , many baby boomers are now spending more carefully and planning to work longer. * Generation X : Born between 1965-1976. They lie in the shadow of the baby boomers. Not materialistic. First generation of parental divorce and working moms. â€Å"The MTV generation†. They are spending more carefully. Many companies are focusing one Generation X als target segment. * Millennials/Generation Y : Born between 1977-2000 This group includes several age cohorts Tweens (9-12) Teens (13-18) Young adults (19-32) With a big purchase power they are an attractive market for business. This generation is fluent with the digital technology. They don’t embrace technology , it is a way of life. Generational Marketing : Do marketers have to make different products for each generation ? Defining people by their birthdate may be less effective than segmenting them by their lifestyle , life stage or the common values they seek in products they buy. The traditional household has disappeared and marketers must increasingly consider the special needs of non-traditional households , because they are now growing more rapidly than traditional households. Each group has distinctive needs and buying habits. Geographic shifts : People move all the time. Such population shifts interest marketers because people in different regions buy differently. (Migration from North to South , East to West , City to suburban areas etc) Better educated population : The rising number of well educated people will increase the demand for quality products , books , magazines, travel , personal computers and internet services. Increasing diversity : Countries vary in their ethnic and racial make up. One nation has just one culture and another nation has loads of cultures within their own culture. Marketers have to take that in account nowadays. They make products to one or more groups. But it can also be differences in your sexual orientation that marketers take in account. Another diversity segment is for adults with disabilities. Marketers take advantage of opportunities in fast growing segments. Economic Environment Consists of factors that affect consumer purchasing power and spending patterns. Marketers must pay close attention to major trends and consumer spending patterns. Nations vary greatly in their levels and distribution of income. Some countries have industrial economies , which constitute rich markets for many different kinds of goods. Subsistence economies : They consume most of their own agricultural and industrial goods. In between are developing economies which can offer outstanding marketing oppurtunities for the right kind of products. Changes in income and spending : People could spend loads of money until the economic crisis showed up. The economic meltdown has been psychologically wrenching after a quarter century of prosperity. People live back to basic and adopted their lifestyle , and their spending pattern. Marketers are now trying to give people good quality for a good and fair price. Marketers should pay attention to income distribution as well as income levels. Changing consumer spending patterns : Consumers of different income levels have different spending patterns. Engel’s law : When the income increases , the percentage spent on food declines , the percentage spent on housing remains constant and the percentage spent on most other categories and that devoted to savings increase. Natural Environment Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Environmental concerns have grown the last three decades. Global warming is a hot issue. Marketers should be aware of several trends in the natural environment. First involves growing shortages of raw material such as water pollution and air pollution. Second is increased pollution : The industry will amost always damage the quality of the natural environment ( Chemical and nuclear wastes) Third trend is increased government intervention in natural resource management. One government cares more than the other. Today companies are developing strategies and practices that support environmental sustainability an effort to create a world economy that the planet can support indefinitely. The consumer responds with an increasing demand for environmental responsible products. Other companies are developing recyclable or biodegradable packaging , recycled materials and components , better pollution controls , and more energy-efficient operations. Technological environment The technological environment is perhaps the most dramatic force now , shaping our destiny. Technology has created miracles with medicines , surgery , electronics and internet. But also horrors as nuclear weapons m chemical weapons and assault rifles. The technological environment changes rapidly. New technologies creates new markets and opportunities. However every new technology replaces an old one. Marketers should keep themselves up to date or soon their products will be outdated. As products and technology become more complex , the public needs to know that these are safe. Thus the government agencies investigate and ban potentially unsafe products. Political and Social Environment Marketing decisions are strong affected by developments in the political environment. It consists laws , government agencies and pressure groups that influence or limit various organizations and individuals in a given society

Use Of Abiraterone In Castration Resistant Prostate Cancer Nursing Essay

Use Of Abiraterone In Castration Resistant Prostate Cancer Nursing Essay Prostate cancer is the most common type of cancer diagnosis of men in Canada. In 2012, approximately 26,500 men in Canada were diagnosed with prostate cancer and approximately 4,000 died from the disease . Prostate cancer is strongly influenced by androgenic steroids . In advanced stage prostate cancer patients are typically treated using androgen deprivation therapy. . Androgen therapy is not curative and may only improve patients symptoms and may even reduce metastatic lesions . The benefit seen in androgen deprivation is often reduced over years of androgen therapy as the tumour will continue to grow despite low androgen levels. When this occurs the tumour is known to be castration resistant and is known to lead to prostate cancer- related mortality . Castration-resistant prostate cancer (CRPC) may present as either a continuous rise in serum prostate- specific antigen levels (PSA), progression of pre-existing disease, or appearance of new metastases . Many endocrine based therapies have been evaluated for CRPC with minimal success in prolonging patient survival . Systemic nonhormonal therapies using docetaxel, carbaztaxel, and active cellular immunotherapy with sipuleucel-T have been shown to prolong survival . A new drug abiraterone (Zytiga) has shown to improve survival and lower PSA levels in patients with CRPC. This article is to be used by health professionals to gain a thorough understanding of abiraterones indication, mechanism of action, side effects, dosage, clinical evidence, monitoring parameters, and contraindications. Indication According to the product monograph for abiraterone the drug is indicated with prednisone for the treatment of CRPC in patients who have received prior chemotherapy containing docetaxel. Mechanism of Action Abiraterone is formulated as a prodrug, abiraterone acetate, which is converted to abiraterone by the body and acts as a selective inhibitor of 17ÃŽÂ ±-hydroxylase/C17,20-lyase (CYP17) . CYP17 is responsible for androgen biosynthesis in testicular, adrenal and prostatic tumor tissues . As illustrated in Figure 1, CYP17 catalyzes the conversion of pregnolone and progesterone into testosterone precursors, DHEA and androstenedione . The reduction in androgen production is beneficial for androgen-sensitive prostatic carcinoma. 722776-fig1.jpg Figure 1. Abiraterones mechanism of action in androgen synthesis Side Effects The most common side effects of abiraterone are caused by the mechanism of the drug on CYP17. As seen in Figure 2, inhibition of CYP17 causes on increase in the production of mineralocorticoids, which lead to hypokalemia, fluid retention, and hypertension . Other common side effects of abiraterone include myopathy, joint pain, abnormal liver function, hot flashes, diarrhea, urinary tract infections, bone fractures and cough . http://jco.ascopubs.org/content/28/9/1481/F4.large.jpg Figure 2. Effects of abiraterone on mineralocorticoid production . Dosage and Administration The recommended dosage of abiraterone is 1000 milligrams daily as a single dose . The tablets need to be swallowed whole and the dose should be taken on an empty stomach . To reduce the mineralocorticoid effects of abiraterone the patient should also use a low dose prednisone. The recommended dose or prednisone is 10 mg daily . Clinical Trials Evaluating Abiraterone The effectiveness of abiraterone in CRPC has been demonstrated in several randomized trials. In 2009, a study Attard et al., using forty-two chemotherapy-naÃÆ' ¯ve patients with CRPC received 1000 mg abiraterone . At follow up (median 505 days) a decline in PSA of à ¢Ã¢â‚¬ °Ã‚ ¥ 50% of was observed in 67% of patients, with declines of à ¢Ã¢â‚¬ °Ã‚ ¥ 90% in 19% of patients . A 2010 study by Danila et al., of fifty-eight men with CRPC previously on docetaxel received abiraterone 1000 mg daily with 5 mg of prednisone . Results of study illustrated that 36 % of patients had a PSA decline of à ¢Ã¢â‚¬ °Ã‚ ¥ 50% . In 2011, De Bono et al. conducted a study including 1195 patients who had previously received docetaxel . Groups were assigned in a 2:1 ratio to receive 5 mg of prednisone twice daily with either 1000 mg of abiraterone or placebo . The primary end point of the study was overall survival . The secondary endpoints of the study were time to prostate-specific antigen progression, progression-free survival according to radiological findings based on specified criteria, and PSA response rate . At a median 12.8 month follow-up overall survival was significantly longer in the abiraterone group compared to the placebo (14.8 months vs. 10.9 months, p. The secondary end points all favoured the treatment group; time to PSA progression (10.2 vs. 6.6 months; p. The studies using abiraterone in CRPC illustrate that the drug provides a moderate improvement in cancer progression and improves survival in patients. Monitoring Parameters Health professionals should place on emphasis of monitoring patients using abiraterone. Before treatment hypokalemia and hypertension must be normalized in patients who are scheduled to use the drug . It is important to routinely monitoring a patients blood pressure while they are on this product. Potassium levels should be checked at baseline and regularly to prevent hypokalemia in patients. Patients should also be checked for signs of fluid retention, such as peripheral edema. Liver function tests (ALT, AST, and bilirubin) should be measured prior to initiating abiraterone treatment and continued every two weeks for the first three months of treatment and monthly afterwards . Patients should routinely be assessed for other common side effects, including joint pain and urinary tract infections. Conclusion CRPC is a very advanced stage of prostate cancer that is fatal. Abiraterone (Zytiga) has been shown to prolong survival and lower PSA in men with CRPC. The drug works by selectively inhibiting CYP17 and lowering the production of testosterone via upstream inhibition of precursors in prostate, adrenal, testicular tissues. The selective inhibition of CYP17 leads to a large increase in mineralocorticoid activity in the body leading to hypertension, edema, and hypokalemia. The excess mineralocorticoid activity is typically diminished by administering 10 mg of prednisone daily with abiraterone. It is important to note that abiraterone is indicated as a second line therapy for patients who have failed treatment with docetaxel. While on abiraterone patients need to be monitored for hepatic function, hypertension, hypokalemia, and edema. .

Marketing Strategies of Primark

Marketing Strategies of Primark 1.0 Introduction The research report under consideration is aimed to explore the significant role played by Marketing Strategies in todays modern and dynamic business environment. Marketing has gained substantial importance and has become first priority of decision makers in any organisation. This document presents a research report analyzing and forecasting marketing environment faced by leading retailer Primark with special focus on competitive analysis. Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is second largest clothing retailer in terms of sales and revenue with its existence mainly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it will become leading clothing retailer. This extensive research is aimed at exploring current marketing strategies adopted and evaluating their effectiveness. The critical review of current segmentation, targeting, positioning and branding strategies of Primark and an extensive market analysis is carried out to suggest future marketing strategies and growth areas and to improve and sustain quality of services provided. The expected outcomes of document are recommendations to use marketing strategies tactically in decision making to enjoy sustainable growth. 1.1 Reason for choosing the topic I have selected this topic realizing the fact that in todays intensively competitive business environment, financial successof any company depends on combined efforts of its financial strategy and marketing strategy. In fact, only those companies thrive in business who works closely with their customers; and, marketing has become a successful tool to create a relation with customers indirectly. From small to large, every organisation is realizing that effective marketing strategies can add value and exert tremendous influence over their ability to attract customers, leaving positive impact on companys performance and profitability. â€Å"Marketing is defined as management process that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking mix variables (Product, Price, Promotion and Distribution) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors; and forces outside that affect marketing managements ability to develop and maintain successful relationships with its target customers (For further information on Marketing Environment, see Appendix I). 1.2 Reason for choosing Retail Industry and Primark Reason for choosing retail industry for research project is because it is a high profile and constantly changing business at the sharp end, but now-a-days, retail industry in UKis under high pressure as key factors like troubled mortgage and housing market, rising fuel prices and utility bills, high interest rates in UK are challenging retail environment as compared to years of strong growth between 2002 and 2004. Formally retail is defined as â€Å"sale of commodities to household or ultimate consumers† (Barry and Evans; 1986).Retail industry can be categorised in various sectors as food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers etc. But now discount, budget or value retailing in UK has taken on a higher profile over recent years despite effects of recession. Especially interests have largely centered on growth of value or discount clothing retail industry. The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is second largest clothing retailer in UK in terms of sales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession times of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing business environment which demands that marketing process of a large retail organisation like Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to determine its effectiveness. 2.0 Primark: A Brief Overview Of The Business Primark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with fashionable clothing regardless of social status. It emerged as major force in the British retail industry, contributing through its low price value and great quality fashion products for everyone in society as a whole and leaves remarkable impact on social, environmental and ethical behavior of people. Primark does not rip off its customers and presents excellent example of it motto which states â€Å"look good, pay less† Primark, (2010). Most of their clothes are bought from same factories as other fashion retailers and people producing them are paid exactly the same whatever label and whatever price in shop. Companys success is based on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high quality, fashion basics at value for money prices. They are able to offer such good value and good quality because of low mark-ups and big volumes. Their overhead costs are extremely low as they do not run expensive advertising campaigns; instead they have wonderful strategic marketing approach that stands them out. 3.0 Marketing Strategy Of Primark Retail clothing industry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. Strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Primark has well organized strategic Target marketing and Product marketing approaches in place. 3.1 Target Marketing Approach Strategic marketing is about achieving maximum possible differentiation over competition in meeting customer needs, gaining and sustaining competitive advantage and capitalizing on corporate strength and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements more closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only increases opportunity but also reduces overall costs incurred by company. This process is called target marketing and it must be carried out systematically to be effective and for this purpose it can be divided into three stages as in Figure; 3.1.1 Segmentation At first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to respond favourably to different products, services or marketing mix. Company needs to determine most appropriate basis for segmentation, identify characteristics for each segment and develop criteria to evaluate their commercial attractiveness and viability. Market segmentation allows managers to see clearly the diversity within their markets and uncover opportunities that may exist or segments whose needs have not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each base As Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all above determined segmentations bases and variables are important but demographic factors are the most straight forward base for segmenting Primarks consumer market, as they are most meaningful. Main demographic variables for Primark consumer market are identified as in charts below. All demographic factors are identified according to their percentage relative attractiveness for targeting them depending upon their market share for Primark. Hhighlighted segments in diagrams are identified as most meaningful for Primark and they must be targeted to gain marketing objectives. 3.1.2 Targeting Next stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, developing an appropriate marketing mix for them and develop segment coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in order for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. Once determined which segment attractiveness factors are important, evaluate each of those factor against selected segments using segment attractiveness evaluation matrix below; There are four different targeting approaches can be considered to develop marketing mix to meet marketing objectives. Undifferentiated marketing is used for one marketing mix, targeted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who will have control over other segments. Customised marketing is used for one marketing mix per customer as in figure below; For Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers can be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments. 3.1.3 Positioning In third phase of product positioning all marketing mix elements are designed to fit a given place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further information). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a brand. For instance, it was identified from a sample of female teenagers that were surveyed, that being trendy and stylish, having a good range of clothing, and good brand reputation, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark. Brand positioning provides insight into brand performance and gives important inputs for marketing communications used to support a brand. Through communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and convenience; and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money. 3.2 Product Marketing Approach A companys performance is closely linked to its marketing strategies. Each companys strategy must be unique since each company is different with respect to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix; I plot current and potential products along one axis and current and potential new markets along other axis. Thus it demonstrates low and high risk options and helps to think about business growth with new or existing products in new or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a series of suggested growth strategies. Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or increase market share of its current products by a combination of competitive pricing strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market unattractive for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and increases its usage by existing customer. One of penetration strategy adopted by Primark is expansion of shop floors and opening new stores. Market development is a growth strategy where business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including moving to new geographical markets; for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by launching high tech website for online sales. Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can appeal to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, it must have a clear idea about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure; 4.2.1 Product Portfolio Analysis Marketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham; (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, â€Å"Marketing Mix is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others†. Marketing Mix is viewed as combination of elements that contribute to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure below; Primark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated catering not only profitability but also considering customer needs as in figure, Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements. 4.3 Brand Strategy A successful marketing mix contributes to good marketing of a product; hence there must be a brand strategy in place. American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers†. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target Customer and/or Client, Competition Product and Service Mix, Unique Selling Proposition First step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an extensive brand portfolio; Brand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives include: Delivers message clearly Confirms your credibility Connects your target prospects emotionally Motivates buyer Concretes User Loyalty Gaining a specific number of new clients in next year Positioning company as an industry leader in next 12 months To succeed in branding company must understand needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand.   With a strong brand company builds credibility, has more influence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower. Identifying marketing targets enables company to find opportunities available. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both time and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious. Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can keep your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can competition, timing, financing, location, lack of demand, suppliers not meeting demands and targets. In order to face these obstacles its important to spend time doing a careful analysis of products or service to assist in developing brand, and positioning products in the market. Last step in brand strategy is branding companys identity in marketplace where image is all about appearance of packaging. Its important to realize that packaging always either has a negative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others recognize often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, answering system, presentation of finished products. Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous battle for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitiv e offerings. It must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, business development and even business partners. Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is facing many challenges and standing at verge of it survival in long term. Market Research World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals data by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last six months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to survive in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries; second one is the development of six added-value activities: niche, Quick Response, full package, innovation, branding and retail. Elaine Giles, Research Manager, TNS says, â€Å"Shoppers are starting to favour higher priced retailers and premium end of market is performing well. Growth of value sector last year came on back of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate.† 4.0 Strategic Marketing Environment Analysis Primark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. Discount cloth retailing in UK has several characteristics including clearance outlets, core business discounters, planned purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation; Porters Five Forces Analysis, SWOT Analysis and PESTLE Analysis. 4.1 Porters Five Forces Analysis First of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A below; The threat of new entrants in market is a critical element haunting Primark much as there are less entry barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to defend their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry. Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no substitute for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute. Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market. Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in child labour and Primark has to cut-off ties with them immediately which is definitely a big blow for Primark. Primark pays its supplier competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs. Apart from five forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below; (For PESTLE Analysis, refer to Appendix II; and for SWOT Analysis, Appendix III) Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market; Primark has adopted an approach of â€Å"Think globally, Act locally† as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers. Primark faced a major blow to its reputation on 24 June, 2008 after being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth  £700 million and is dedicated to improve their standard of living and quality of life. For this, Primark has established ‘Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In response to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stopped buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it ‘Achiever in year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV) Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish. Using this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned according to these drivers.   Understanding complexity associated with different attributes and brands can be made easier by developing a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceived according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition. Mapping can provide significant insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differentiate on attributes that matter to customers and how to compete more effectively in target market. 4.2 Competitor Analysis Like any other business, Primark is also facing tough competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise. In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available; while Primark do not use even single media for advertisement. Marks and Spenc Marketing Strategies of Primark Marketing Strategies of Primark 1.0 Introduction The research report under consideration is aimed to explore the significant role played by Marketing Strategies in todays modern and dynamic business environment. Marketing has gained substantial importance and has become first priority of decision makers in any organisation. This document presents a research report analyzing and forecasting marketing environment faced by leading retailer Primark with special focus on competitive analysis. Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is second largest clothing retailer in terms of sales and revenue with its existence mainly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it will become leading clothing retailer. This extensive research is aimed at exploring current marketing strategies adopted and evaluating their effectiveness. The critical review of current segmentation, targeting, positioning and branding strategies of Primark and an extensive market analysis is carried out to suggest future marketing strategies and growth areas and to improve and sustain quality of services provided. The expected outcomes of document are recommendations to use marketing strategies tactically in decision making to enjoy sustainable growth. 1.1 Reason for choosing the topic I have selected this topic realizing the fact that in todays intensively competitive business environment, financial successof any company depends on combined efforts of its financial strategy and marketing strategy. In fact, only those companies thrive in business who works closely with their customers; and, marketing has become a successful tool to create a relation with customers indirectly. From small to large, every organisation is realizing that effective marketing strategies can add value and exert tremendous influence over their ability to attract customers, leaving positive impact on companys performance and profitability. â€Å"Marketing is defined as management process that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking mix variables (Product, Price, Promotion and Distribution) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors; and forces outside that affect marketing managements ability to develop and maintain successful relationships with its target customers (For further information on Marketing Environment, see Appendix I). 1.2 Reason for choosing Retail Industry and Primark Reason for choosing retail industry for research project is because it is a high profile and constantly changing business at the sharp end, but now-a-days, retail industry in UKis under high pressure as key factors like troubled mortgage and housing market, rising fuel prices and utility bills, high interest rates in UK are challenging retail environment as compared to years of strong growth between 2002 and 2004. Formally retail is defined as â€Å"sale of commodities to household or ultimate consumers† (Barry and Evans; 1986).Retail industry can be categorised in various sectors as food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers etc. But now discount, budget or value retailing in UK has taken on a higher profile over recent years despite effects of recession. Especially interests have largely centered on growth of value or discount clothing retail industry. The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is second largest clothing retailer in UK in terms of sales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession times of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing business environment which demands that marketing process of a large retail organisation like Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to determine its effectiveness. 2.0 Primark: A Brief Overview Of The Business Primark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with fashionable clothing regardless of social status. It emerged as major force in the British retail industry, contributing through its low price value and great quality fashion products for everyone in society as a whole and leaves remarkable impact on social, environmental and ethical behavior of people. Primark does not rip off its customers and presents excellent example of it motto which states â€Å"look good, pay less† Primark, (2010). Most of their clothes are bought from same factories as other fashion retailers and people producing them are paid exactly the same whatever label and whatever price in shop. Companys success is based on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high quality, fashion basics at value for money prices. They are able to offer such good value and good quality because of low mark-ups and big volumes. Their overhead costs are extremely low as they do not run expensive advertising campaigns; instead they have wonderful strategic marketing approach that stands them out. 3.0 Marketing Strategy Of Primark Retail clothing industry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. Strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Primark has well organized strategic Target marketing and Product marketing approaches in place. 3.1 Target Marketing Approach Strategic marketing is about achieving maximum possible differentiation over competition in meeting customer needs, gaining and sustaining competitive advantage and capitalizing on corporate strength and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements more closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only increases opportunity but also reduces overall costs incurred by company. This process is called target marketing and it must be carried out systematically to be effective and for this purpose it can be divided into three stages as in Figure; 3.1.1 Segmentation At first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to respond favourably to different products, services or marketing mix. Company needs to determine most appropriate basis for segmentation, identify characteristics for each segment and develop criteria to evaluate their commercial attractiveness and viability. Market segmentation allows managers to see clearly the diversity within their markets and uncover opportunities that may exist or segments whose needs have not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each base As Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all above determined segmentations bases and variables are important but demographic factors are the most straight forward base for segmenting Primarks consumer market, as they are most meaningful. Main demographic variables for Primark consumer market are identified as in charts below. All demographic factors are identified according to their percentage relative attractiveness for targeting them depending upon their market share for Primark. Hhighlighted segments in diagrams are identified as most meaningful for Primark and they must be targeted to gain marketing objectives. 3.1.2 Targeting Next stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, developing an appropriate marketing mix for them and develop segment coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in order for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. Once determined which segment attractiveness factors are important, evaluate each of those factor against selected segments using segment attractiveness evaluation matrix below; There are four different targeting approaches can be considered to develop marketing mix to meet marketing objectives. Undifferentiated marketing is used for one marketing mix, targeted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who will have control over other segments. Customised marketing is used for one marketing mix per customer as in figure below; For Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers can be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments. 3.1.3 Positioning In third phase of product positioning all marketing mix elements are designed to fit a given place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further information). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a brand. For instance, it was identified from a sample of female teenagers that were surveyed, that being trendy and stylish, having a good range of clothing, and good brand reputation, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark. Brand positioning provides insight into brand performance and gives important inputs for marketing communications used to support a brand. Through communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and convenience; and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money. 3.2 Product Marketing Approach A companys performance is closely linked to its marketing strategies. Each companys strategy must be unique since each company is different with respect to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix; I plot current and potential products along one axis and current and potential new markets along other axis. Thus it demonstrates low and high risk options and helps to think about business growth with new or existing products in new or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a series of suggested growth strategies. Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or increase market share of its current products by a combination of competitive pricing strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market unattractive for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and increases its usage by existing customer. One of penetration strategy adopted by Primark is expansion of shop floors and opening new stores. Market development is a growth strategy where business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including moving to new geographical markets; for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by launching high tech website for online sales. Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can appeal to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, it must have a clear idea about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure; 4.2.1 Product Portfolio Analysis Marketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham; (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, â€Å"Marketing Mix is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others†. Marketing Mix is viewed as combination of elements that contribute to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure below; Primark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated catering not only profitability but also considering customer needs as in figure, Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements. 4.3 Brand Strategy A successful marketing mix contributes to good marketing of a product; hence there must be a brand strategy in place. American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers†. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target Customer and/or Client, Competition Product and Service Mix, Unique Selling Proposition First step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an extensive brand portfolio; Brand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives include: Delivers message clearly Confirms your credibility Connects your target prospects emotionally Motivates buyer Concretes User Loyalty Gaining a specific number of new clients in next year Positioning company as an industry leader in next 12 months To succeed in branding company must understand needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand.   With a strong brand company builds credibility, has more influence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower. Identifying marketing targets enables company to find opportunities available. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both time and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious. Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can keep your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can competition, timing, financing, location, lack of demand, suppliers not meeting demands and targets. In order to face these obstacles its important to spend time doing a careful analysis of products or service to assist in developing brand, and positioning products in the market. Last step in brand strategy is branding companys identity in marketplace where image is all about appearance of packaging. Its important to realize that packaging always either has a negative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others recognize often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, answering system, presentation of finished products. Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous battle for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitiv e offerings. It must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, business development and even business partners. Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is facing many challenges and standing at verge of it survival in long term. Market Research World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals data by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last six months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to survive in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries; second one is the development of six added-value activities: niche, Quick Response, full package, innovation, branding and retail. Elaine Giles, Research Manager, TNS says, â€Å"Shoppers are starting to favour higher priced retailers and premium end of market is performing well. Growth of value sector last year came on back of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate.† 4.0 Strategic Marketing Environment Analysis Primark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. Discount cloth retailing in UK has several characteristics including clearance outlets, core business discounters, planned purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation; Porters Five Forces Analysis, SWOT Analysis and PESTLE Analysis. 4.1 Porters Five Forces Analysis First of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A below; The threat of new entrants in market is a critical element haunting Primark much as there are less entry barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to defend their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry. Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no substitute for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute. Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market. Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in child labour and Primark has to cut-off ties with them immediately which is definitely a big blow for Primark. Primark pays its supplier competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs. Apart from five forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below; (For PESTLE Analysis, refer to Appendix II; and for SWOT Analysis, Appendix III) Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market; Primark has adopted an approach of â€Å"Think globally, Act locally† as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers. Primark faced a major blow to its reputation on 24 June, 2008 after being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth  £700 million and is dedicated to improve their standard of living and quality of life. For this, Primark has established ‘Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In response to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stopped buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it ‘Achiever in year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV) Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish. Using this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned according to these drivers.   Understanding complexity associated with different attributes and brands can be made easier by developing a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceived according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition. Mapping can provide significant insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differentiate on attributes that matter to customers and how to compete more effectively in target market. 4.2 Competitor Analysis Like any other business, Primark is also facing tough competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise. In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available; while Primark do not use even single media for advertisement. Marks and Spenc