John Bowlby Free Essays

In the introduction to one of his many books, John Bowlby quotes Graham Greene; ‘Unhappiness in a child accumulates because he sees no end to the dark tunnel. The thirteen weeks of a term may just as well be thirteen years. ’ It is quite clear that John’s childhood was not a happy one. We will write a custom essay sample on John Bowlby or any similar topic only for you Order Now He experienced many years of separation from family and it can be connected as to why he developed the theory of attachment. Edward John Mostyn Bowlby, known as John Bowlby, was born in 1907 in London as the fourth of six children. His parents were Sir Anthony Bowlby and Lady May Bowlby. John Bowlby was from an upper class wealthy family. They raised their children to be strong with strict discipline. Showing signs of affections or emotions were looked to be a sign of weakness. His father was a surgeon and was gone most of the time and only saw his children on Sundays. His father also served in WWI, so was absent for quite some time. Bowlby’s mother was not active in her son’s life. She, like most upper class woman, thought that spending time with the child or showing affection towards the child would spoil them. Bowlby, therefore, only saw his mother for a short time each day. It seemed that the only time he was able to spend with her was after dinner during tea time (â€Å"John Bowlby- Child and Adolescent,† 2006). She has been described as being cold and reacted to his needs in the very opposite way that one would expect a mother to. John and his siblings were raised by a nanny, which was common within the upper class. The nanny was there until he was 4 and then left. John was sent to boarding school when he was seven. He later went to the Royal Naval College, Dartmouth. He decided at one point that military school was not for him and attended Trinity College in Cambridge. He studied medicine, which eventually lead him to studying psychology and graduating in 1928. While studying his psychology at Trinity he took time off, spending six months in a school for maladjusted and delinquent children. He later referred to this as the most important six months of his life. While there, he noticed how many of the children had lost their mothers at a very young age. Bowlby was particularly interested in what happened around separation. Rather than going straight into clinical school, he spent a year teaching in two boarding schools, including one for disturbed children. Their early disrupted childhoods intrigued Bowlby, and he decided to combine his medical training with psychoanalytic training. Through his training and studies he became interested in what happened around separation. He and his colleagues observed young children in a hospital and noted their intense and prolonged distress when their parents had not visited. They also did home visits with the children and noticed that the relationship between the mother and child was under stress for weeks or longer. In 1950, Mary Ainsworth joined Bowlby and remained a close and influential colleague throughout his life. Bowlby introduced modern day psychology to the importance of mother-infant relationships and their dynamics (McLeod, 2007). Bowlby extensively reviewed then-current material on institutionalized children separated from parents and came to the conclusion that in order for a mentally healthy adulthood, the infant and child should be surrounded with a warm and intimate relationship with their mother. This bond between the two then would give satisfaction and joy to both parent and child. With this information, Bowlby realized that the current explanation from Freud that infants love their mother because of oral gratification was wrong. His new theory stated that infants are social from a very young age, 6 months to less than two years old. The infants become focused on a particular individual or a few individuals. Bowlby’s aim was to discover the consequences of difficulties in forming attachments in childhood, and the effects this would have on an infant’s later development. He came up with the idea that infants develop a close emotional bond with an attachment figure early in life, and that the success or failure of this earliest of relationships lead the infant to form a mental representation that would have profound effects on their later relationships and their own success as a parent (â€Å"Attachment Theory,† 2011). Although Bowlby was raised in a traditional way for upper class people one could come to the conclusion that the lack of relationships can be damaging. His theory emphasizes the importance of the mother and infant bond. Bowlby’s relationship with his own mother seemed to be negative. When he did have an interaction with her, it was in short periods of time. The only relationship he had with his mother was, therefore, negative. He received no attention or affection from his mother. He also never received attention from his father, who I think could be a figure in infant’s life if the mother is not there. This relationship was also negative. The upper class did not view affection in a positive light. As an infant John was never able to form this attachment to his mother or father for the matter. He did, however, form a deep bond with his nanny. His nanny is the person who raised him and his siblings. It was common for upper class children to form a deep bond with their nannies. They seemed to be the mother or replacement mother. Unfortunately, during a crucial the developmental age of four, John’s nanny left. John has been known to say that this event was tragic and it was like losing a mother (Holmes, 1993). Not having another mother attachment figure then after his nanny left was a negative. Losing a mother figure at such a young age would leave a child not understanding what happened. One would feel lonely and have trouble coping with things later in life. His nanny was the only mother figure he had. To only have that attachment for such a short period of time I feel that it most likely left John wanting more, like most young children would. I feel that because John never had a long or lasting mother to form that attachment with it led him to find interest in this area when he was older. In his studies it was obvious that he was always drawn to children who suffered the same feelings as he did. Many of the children John studied did not have the mother and infant attachment. John was able to recognize this. He always seemed to be intrigued by kids had the same upbringing as him. I feel that it was his connection with these children is what gave him the desire to examine them further. It showed me that he had those feelings as well. John had clearly suffered and most likely was always searching for a reason has to why he felt the way he did. His theory of attachment, I feel, is a true result of his background. I feel that if John had formed an attachment with his mother he never would’ve had any interest in attachment. When someone feels that there is a lack of something in their lives they tend to either bury the feelings or dig deeper and come to the route of the problem. John came to the route of the problem and helped develop a theory for mothers and infants around the world, but also for him. How to cite John Bowlby, Essay examples

Report on Business Intelligence and Business Analytics

Questions: 1. Definition of Business Goal?2. Role of Information System Strategy for Dealing with Competitive Force?3. Different kinds of decisions within the Business Environment?4. The Six Elements of Business Intelligence environment?5. Five Analytical Outputs of Business Intelligence System?6. Usefulness of Business Intelligence and Analytics Support on Decision Making?7. Benefits of Business Intelligence Techniques in Decision Making and Knowledge Management?8. Benefits of Intelligence Techniques for people working in groups?9. Different Types of Systems used for improving Enterprise-wide Knowledge management? Answers: Introduction Business intelligence (BI) is known as the system which plays a crucial role in strategic planning within an organization. According to Loshin (2012), the business intelligence system allows the business organization to store, gather, analyze and access the company data for making a decision. Business Intelligence consists of several methodologies, tools, and applications for collecting data from external sources (Laudon and Laudon 2013). Business analytics is known as the methodical investigation of an organizations data that concentrates on the statistical analysis. This report reflects the study of the business goal and the role of the information system strategy for dealing with the competitive force. It also comprises of different types of decision that are made with a business group. Then the report focuses on six elements of the business intelligence environment and five analytical outputs of the business intelligence system. The report concentrates on the usefulness of business intelligence and analytics support based on decision-making. It provides a brief overview of the benefits of business intelligence techniques depending on decision-making and knowledge management. The report emphasizes on the advantages of business intelligence for the people working in groups. Finally, the report focuses on the different types of systems that are used for improving enterprise-wide knowledge management. 1. Definition of Business Goal According to the given case study based on ethical and social issues in information system, the main goal of Facebook team is to collect many personal information in a technical manner and later on to sell those information to those advertisers who are advertising on the Facebook portal. 2. Role of Information System Strategy for Dealing with Competitive Force The five competitive forces in an industry include: Competitors within an industry. Danger for the new entrants within an industry including its markets. Danger with the substitute products that may capture the market share. Negotiation power of the suppliers. Negotiation power of the suppliers. For overcoming such competitive forces, a business organization needs to follow five information system related strategy. The five basic competitive strategies includes: differentiation, cost leadership, growth, innovation, and alliance (Laudon and Laudon 2013). 3. Different kinds of decisions within the Business Environment In a business organization, the process of decision making in the major factor where the managers get the opportunity to choose a single alternative among various options (Calof, Richards and Smith 2015). The different types of decision making in an organization are as follows: Business decision making: This kind of decision-making determines the business outcomes in a group. Personal decision-making: This decision-making process helps an organization to maintain a good relationship with the customer and the business organization by providing the outcomes (Sharda, Delen and Turban 2013). Consumer decision making: It comprises of choices for determining the usefulness of the business organization in purchase decisions that happens within the business context (Cook and Nagy 2014). Programmed Decision: When some routine problems arise, these types of decisions help to address standard responses (Laudon and Laudon 2013). Non-Programmed Decision: This type of decision-making process helps to solve non-routine problems that occur within an organization (Howson and Hammond 2014). Strategic Decision: Strategic decision helps to develop the entire strategies, goals, and policies of an organization. It helps to monitor the strategic presentation in economical, political, and competitive business structure of the organization (Wixom et al. 2014). Tactical Decision: This type of decision-making process helps to prepare short range schedules, budgets, and plans for optimizing the workloads of the employees and which in turn brings effectiveness in the overall organization (Loshin 2012). Operational Decision: This type of decision directs the usage of resources and enhances the performance of the task within fixed schedules and budgets (Petermann et al. 2014). 4. The Six Elements of Business Intelligence environment The six main elements that are present in Business Intelligence environment are: Data from the business organization: The business organization needs to deal with both the unstructured and structured data that are available in various sources including the Internet and mobile devices (Power 2013). The infrastructure of Business Intelligence: The business intelligence system is an efficient database system that captures each relevant data that are necessary to operate the business processes. The stored data is integrated and combined within the enterprise data warehouse (Calof, Richards and Smith 2015). Business analytics tools: Business analytics tools are some set of software that is necessary to analyze the available data, producing reports, track the business progression with the help of performance indicators (Laudon and Laudon 2013). Executive users and methods: The managers of any business organization enforce an order for the analysis of data with the help of managerial methods which helps to measure the progress of the group and to set up the strategic business objectives (Calof, Richards and Smith 2015). The business analytics itself can produce reports, online screens, and information without the help of powerful senior management team. Delivery platform- ESS, DSS, MIS: The delivery platform including the ESS, DSS, and MIS helps to deliver knowledge and information to several people and firms including senior managers, middle managers, and operational employees (Rausch, Sheta and Ayesh 2013). With the help of a single hardware and software tools present in the business intelligence and analytics packages, the information can be integrated into the manager's mobile platforms. User Interface: Presently, the business analytics software concentrates on visual techniques including scorecards and dashboards that are essential to deliver a report on iPhones, Blackberrys, organizations Web portal, and on different smart handheld devices (Howson and Hammond 2014). 5. Five Analytical Outputs of Business Intelligence System The five discrete outputs that a business intelligence system uses for providing real-time and correct information to users are: Domo: A unique business intelligence solution provides business data without the involvement of IT (Laudon and Laudon 2013). Without digging the masses of the report, it quickly contains all the correct data to the user in real-time. QuantConnect: It is a browser oriented algorithm investment and trading which performs as a back-testing platform. This business intelligent tool is specially designed for financial engineers who allow them to code algorithm within the browser-oriented IDE (Sallam et al. 2014). It also helps to back test the investment strategies of the financial engineers and allows them to play out in real-time. Cyfe: It provides all in one dashboard for business intelligence starting from social media to marketing, infrastructure, and analytics (Minelli, Chambers and Dhiraj 2012). Cafe combines all the information that is required by the user in an easy to view format and helps to analyze dashboards. RetailMETRIX by PivotLink: It is a demanding real-time retail analytics that especially concentrates on the customer's viewpoint. The RetailMETRIX provides sixty primary performance indicators, which enables the retailers to analyze operations, sales, and plans (Sharda, Delen and Turban 2013). It also helps to manage the supply chain within a series of reports and dashboards. RetailsMETRIX helps the business organization to understand their retail and customers. Birst: It provides business analytics, dashboards, and self-service reports within real-time. Brist provides the ability to collaborate, customize, and distribute the real-time business intelligence to the users in any business organization (Sharda et al. 2014). With the help of Brist Live Access, the user can query and analyze the data when extraction is not available. 6. Usefulness of Business Intelligence and Analytics Support on Decision Making The advantages of using business intelligence and analytics in decision making are as follows: Improves the Business Productivity: Business intelligence and analytic support help the business organizations to save the cost and time. It also provides efficient reporting to improve the overall business productivity (Howson and Hammond 2014). The business intelligence system can gather vital information after interacting with customer and thereby present information which is easy to execute, understand, and communicate. Easily Accessing of Crucial Information: The business intelligence gives vital information to the business organizations for improving the decision making skills and to produce a competitive compensation (Laudon and Laudon 2013). Good Return on Investment: The business intelligence provides a substantial return on investment which specifically reduces the cost, improves the margin, enhances the revenue structure, and to force cost avoidance (Sharda et al. 2014). Moreover, the use of business intelligence can improve the business process efficiency, increase employee productivity, increase customer satisfaction, provides better strategic decision-making. Knowledgeable Decision Making: The use of business intelligence and analytics helps the business organizations to make informed decisions by providing crucial information based on the present and past performance of the business organization (Winter, Marjanovic and Wixom 2013). 7. Benefits of Business Intelligence Techniques in Decision Making and Knowledge Management The modern business organizations are getting benefits by implementing the use of business intelligence in decision-making and knowledge management. The lists of benefits are as follows: With the help of business intelligence system, the business organization can track the customers buying habits, sales, and operational parameters, and the inventory turnover (Sallam et al. 2014). The business intelligence system dramatically and consistently supplies easy access to the most significant trends. The business intelligence system is important for any business organization to recognize the problems that occur within the organization and provides best possible solutions to solve the business related problems (Minelli, Chambers and Dhiraj 2012). The techniques of knowledge discovery including data mining and online analytical processing help the business organizations to acquire an individual's hidden knowledge during the process of decision-making (Wixom et al. 2014). Business intelligence systems like Online Analytical Processing helps in demanding analyzes and dynamic reporting 8. Benefits of Intelligence Techniques for people working in groups The people working as a group in any business organization takes the help of business intelligence systems to enhance their decision making power in an efficient way. The business intelligence system helps to eliminate several types of guesswork in an organization. In improves the communication skills of various departments within the organization during coordinating activities (Chiang, Goes and Stohr 2012). Business Intelligence allows the organizations to react quickly to the change in financial conditions, supply chain operations, and client preferences. Business intelligence specifically increases the coordination factor within the working group and which in turn improves the overall performance of the organization (Rausch, Sheta and Ayesh 2013). The information is known as the second important factor of any organization and thus having proper information and securing that information is very crucial which can be fulfilled by using the business intelligence systems (Petermann et al. 2014). 9. Different Types of Systems used for improving Enterprise-wide Knowledge management The various types of systems available which can improve the enterprise-wide knowledge management are as follows: Intranets: The Intranet is classified into two different areas: the web server which is a content repository and the technological infrastructure including the IP networks, HTML format, and universal web browser (Winter, Marjanovic and Wixom 2013). This web server and web browser allows better access to the information for the knowledge workforce and increases the additional skills for the developers of applications. Document Management Systems: The document management systems are a storehouse of corporate records and which stores explicit knowledge (Petermann et al. 2014). The document management systems are also used for controlling the document creation processes and their reviews. Hence, the document management systems are the most critical enterprise-wide knowledge management system (Power 2013). Information Recovery Engines: The technology of information recovery have added several features in their systems which include natural language querying, applicability ranking, and summarizing which increases the speed of finding the information. Workflow and Groupware Systems: Different business organizations use groupware systems for communicating and collaborating within the workgroups. The groupware enables formal conversations when the group members are unable to communicate in real time (Cook and Nagy 2014). For this reason, groupware and workflow systems are used by the business organizations for improving the enterprise-wide knowledge management. Data Mining and Data Warehouses Tools: Many business organizations are creating the data warehouse and they are providing their managers with various data mining techniques for optimizing the relationship between the internal processes, customers, and suppliers (Fisher, Drucker and Czerwinski 2014). The leading business organizations are focusing on maximizing the usage of data mining and data warehousing tools because the knowledge oriented organization are making decisions depending on the increasing complexity of data (Loshin 2012). The knowledge management systems need to supply meaningful access for the data warehouses to support the standard procedure including Structured Query Language and Open Database Connectivity. Conclusion After the analysis of the comprehensive report, it can be concluded that an information system strategy plays a crucial role for overcoming from the five competitive forces. The five analytical outputs of business intelligence system include Domo, QuantConnect, Cyfe, RetailMETRIX by PivotLink and birst. The advantage of using business intelligence and analytics on decision making involves improving the company productivity, quickly accessing of valuable information, right return on investment, and intelligent decision making. References Calof, J., Richards, G. and Smith, J., 2015. Foresight, Competitive Intelligence and Business AnalyticsTools for Making Industrial Programmes More Efficient.Foresight-Russia,9(1), pp.68-81. Chiang, R.H., Goes, P. and Stohr, E.A., 2012. Business intelligence and analytics education, and program development: a unique opportunity for the information systems discipline.ACM Transactions on Management Information Systems (TMIS),3(3), p.12. Cook, T.S. and Nagy, P., 2014. Business intelligence for the radiologist: making your data work for you.Journal of the American College of Radiology,11(12), pp.1238-1240. Fisher, D., Drucker, S. and Czerwinski, M., 2014. Business Intelligence Analytics [Guest editors' introduction].Computer Graphics and Applications, IEEE,34(5), pp.22-24. Howson, C. and Hammond, M., 2014.Successful Business Intelligence: Unlock the Value of BI Big Data. McGraw-Hill Education. Laudon, K.C. and Laudon, J.P., 2013. Management Information Systems 11e Loshin, D., 2012.Business intelligence: the savvy manager's guide. Newnes. Minelli, M., Chambers, M. and Dhiraj, A., 2012.Big data, big analytics: emerging business intelligence and analytic trends for today's businesses. John Wiley Sons. Petermann, A., Junghanns, M., Mller, R. and Rahm, E., 2014. Graph-based data integration and business intelligence with BIIIG.Proceedings of the VLDB Endowment,7(13), pp.1577-1580. Power, D.J., 2013.Decision Support Analytics and Business Intelligence. Business Expert Press. Rausch, P., Sheta, A.F. and Ayesh, A. eds., 2013.Business intelligence and performance management: theory, systems and industrial applications. Springer Science Business Media. Sallam, R.L., Tapadinhas, J., Parenteau, J., Yuen, D. and Hostmann, B., 2014. Magic quadrant for business intelligence and analytics platforms.Gartner RAS core research notes. Gartner, Stamford, CT. Sharda, R., Delen, D. and Turban, E., 2013.Business Intelligence: A Managerial Perspective on Analytics. Prentice Hall Press. Sharda, R., Delen, D., Turban, E., Aronson, J. and Liang, T.P., 2014.Businesss Intelligence and Analytics: Systems for Decision Support-(Required). Prentice Hall. Winter, R., Marjanovic, O. and Wixom, B.H., 2013, January. Introduction to Business Analytics, Business Intelligence, and Big Data Minitrack. InHICSS(p. 3767). Wixom, B., Ariyachandra, T., Douglas, D., Goul, K.M., Gupta, B., Iyer, L., Kulkarni, U.R., Mooney, B.J.G., Phillips-Wren, G. and Turetken, O., 2014. The current state of business intelligence in academia.Communications of the Association for Information Systems,34(1), pp.1-13.

Bio. Lab. Report Membrane Transport Essay Example

Bio. Lab. Report Membrane Transport Paper The glass slide is slowly lowered down on the epidermal layer using the needle; . The onion cells are examined through the microscope; 4. The structure of the onion cells is drawn as observed under the microscope. Results Observations: In the hypotonic solution the water will move from the solution to the onion cells which will become bigger. PART 2 1. The distilled water is removed using the filter paper; 2. A drop of 5% of sucrose solution is placed at a side of the cover slip and the solution across the epidermal layer is drawn by placing filter paper on the other side of the cover slip; 3. The onion cells are examined once again through microscope. The structure of the onion cells is drawn as observed under the microscope. In the isotonic solution, there is no difference in the similarity, no change in the cells sizes. PART 3 1. Repeat step (1 -3 of PART 2) using 30% of sucrose solution. We will write a custom essay sample on Bio. Lab. Report Membrane Transport specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Bio. Lab. Report Membrane Transport specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Bio. Lab. Report Membrane Transport specifically for you FOR ONLY $16.38 $13.9/page Hire Writer

Affirmative Action For Colleges essays

Affirmative Action For Colleges essays Affirmative action has been the subject of increasing debate and tension in American society. Should someone be able to attend a university just because of his or her nationality? This has been a growing debate all over the country. There are two sides of this argument. On one side, you have people that embrace equal opportunity programs, ensuring that every nationality is applicable for the college that they hope to one day attend. On the contrary, you have a group of people that believe that affirmative action is unfair. They believe that a persons skin color shouldnt determine whether or not they get accepted to a college, but rather their character and qualifications. What is the right thing to do? Should an African American student be accepted to a university with sub-par grades, when there is a White student that is not accepted with better grades than the African American student? According to affirmative action program, the black student will get in before the white student because his is a minority. This is truly a tough issue to handle. At the same time, if there were no affirmative action, would admissions for colleges be fair and equal? That is the question that many of college professors have been analyzing and debating over for years. Under a federal court order to abolish affirmative action, Texas universities have seen a drop in black and Latino students since 1996(http://aad.english.ucsb.edu). Trying to boost the numbers, the Texas Legislature mandated that the top 10% of each high school be offered automatic admission to University of Texas or Texas A ...

Testing Procedure Specifications Assignment Example | Topics and Well Written Essays - 500 words

Testing Procedure Specifications - Assignment Example TPS come in handy in ensuring that the software used by an organization is up to date and error-free. The accuracy of software is critical for any company (Haladyna et al. 57). By having regular TPS reports, our company will minimize complaints from clients about crashes. Remember, our clients are our greatest assets and we should, therefore, strive to maintain them and win their confidence and loyalty. Accurate TPS gives a company a competitive edge over the rest (Conley et al. 18). The staff is, therefore, advised to give regular and accurate TPS reports to minimize complaints from clients. This morning alone, two clients complained about crashes that seem to have emanated from sloppy code. In order to make everyone accountable, the company has introduced a new cover sheet. Consequently, from now henceforth, the company is putting cover sheets on all TPS reports before they are released. Kindly note that the staff is advised to stick to this new stipulation. This is simply a quality control check to ensure that everyone conducts a quality check on the TPS reports before releasing them. Programmers are advised to ensure they run the simulation so that it matches up to the template. This step ensures the simulation is up to manufacturer specifications (Rego et al. 16). They then have to document the test on the TPS report and put it on the cover sheet with their ID number. The new cover sheets will only act as quality control check to make everyone responsible (Williams et al. 71) Perhaps it is important to note that our clients are our priority; we offer them the best-customized software solutions to their software problems, and we safeguard our business. From tomorrow, I will select a team of staff to examine how the issues of quality control. If you want to be part of the committee, simply forward your name to the relevant office. Only programmers or managers with 3 to four years of experience will be considered.

Evaluating TQM of Emirates Airlines Essay Example | Topics and Well Written Essays - 2750 words

Evaluating TQM of Emirates Airlines - Essay Example By providing a skeletal support for the strategies, it will be easy to allocate resources to the important goals respectively without wastage of precious resources. They also make the task easier for ever employee as it makes clear what they have to do or aim to do and they will be motivated towards a strategy. (Basil Henry Liddell Hart, 1967) Mission and vision of Emirates: The mission statement of Emirates is: â€Å"To become a leading airline with good customer relations by encouraging transparency and fair competition and adopting open skies policy.† The vision of Emirates is: â€Å"To become a leading airline by setting new industry standards that has focus on innovation, diversity and customer service.† Strategies and Goals †¢ To become a global airline and carrier of choice all over the world. †¢ To promote UAE especially Dubai as one of the safest, modern, technologically advanced. Progressive and modern commercial centers of the world. †¢ To encourage sustainability and economic efficiency through various programs †¢ To encourage diversity by having multi-cultural staff †¢ To develop and train employees and provide them opportunities to enhance their skills. To apply and develop new technologies internally as well as in the services and products that are offered t the customers. To expand and grow in the new markets. Core Competencies The core competencies of Emirates include its: Strong leverage to brands: Focus on marketing and promoting the brands by investing on them Competitive cost structure: Focus on low costs so as to offer low fares. Spoke and hub operation: The mega hub of Emirates Airlines is at Dubai International Airport that is the centre connecting the whole world. (Emirates, n.d.) Strategic Control Strategic control is very important to monitor the internal and external environment. It helps in evaluating the company’s programs from a long term perspective. For Emirates it is very important to systematically and continuously check the implementation of plans, monitor all the events that take place inside and outside the company in all situations. (Porter, 1996) Stakeholder analysis Government: Government of UAE is the major stakeholder of Emirates Airline as it is also one of the owners of the company. They have high power and are very much interested in the operations of the company. The government has the authority to build pressure and question the decisions. The government is so much involved with the company that it created a liberal market for the Airline to operate in Fast east Share holders: they are the people who have bought the shares of Emirates. They have high level of interest in the affairs of the business as they have invested their money, but they have low level of power. It is very important to develop engagement strategy for them and keep them informed about the activities. Employees: employees are one of the main stakeholders of a company as they have the power that can either make the company or break it. They are directly linked to the company. It is thus very important to keep them satisfied by providing training and development opportunities, good compensations and a good environment. Their needs should be catered and taken care of. Customers: without the customers a company cannot survive. Customers thus are very important and play a very important role. They have the power to influence the company and its success. Strategies should be made to keep the customers engaged and updated about the products and services. Public: on a larger scale the

Marketing Strategy of Cadbury

Marketing Strategy of Cadbury Cadbury India is a food product company dealing in Chocolate Confectionery, Beverages, Candy and Snacks. Cadbury is the market leader in Chocolate Industry with a market share of 70%. Some of their favorite products are Cadbury Dairy Milk, Perk, 5 Star, Celebrations, Eclairs, Gems and Temptations, Bournvita. John Cadbury, the founder of the Cadbury business was born on 12th August 1801. Cadbury was founded 200 years ago when John Cadbury has opened his shop in Birmingham selling chocolate and cocoa with other glossary. Cadbury started its operation in India in 1948 by importing chocolates and distributing in the Indian Market. This project shows some research on current marketing strategy used by Cadbury in Indian market. I have also try to find some of Strength, Weakness, Opportunity and Threats of the Cadbury for Indian chocolate industry. Table of Contents 3 1. About Cadbury 4 2. Cadbury in India 4 3. Aim Objective of the Project 6 4. Comparative Analysis 7 5. Marketing Mix of Cadbury 9 10 6. Current Marketing Strategies used by Cadbury and Market Segments 14 7. SWOT Analysis of Cadbury 16 8.Conclusion 17 9. Reference List 18 About Cadbury Cadbury was founded 200 years ago. Cadbury is a food product company producing Chocolate products. They are the market leader of this industry holding 70% of the total market share. Some of the well-known products of Cadbury are Dairy Milk, Perk, 5 Star, Eclairs, Celebrations, Temptations, Bournvita and Gems. John Cadbury, the founder of the Cadbury business was born on 12th August 1801. In 1984, he opened his first grocery shop in Birmingham. He sold cocoa, chocolate products for drinking, which were prepared using pestle and mortar, as well as other products. In 1831, John decided to start manufacturing on large scale. He purchased a warehouse for it. Cadbury is one of the largest companies in the world. In 1840, they introduced chocolate for consumption with very decorative packaging. The most widely known and top grossing product, Dairy Milk, was launched in 1905 to compete with the leading brands of Swiss milk chocolates. By 1913, Dairy Milk had become the companys bestseller. After a few years it gained the recognition as a leading chocolate product. (Cadbury, n.d.) Cadbury in India Cadbury India is a fully owned subsidiary of Kraft Foods Inc. In 1948 Cadbury starts its operations in India by importing chocolates, but today it owns five manufacturing companies and 4 sales offices. Its corporate office is in Mumbai.   The core purpose of Cadbury was to make today delicious. In India, Cadbury operates in four categories i.e. milk food drink, chocolate confectionery, candy and gum. Cadbury is the market leader in chocolate business. The pure taste of Dairy Milk describes the taste of chocolate for Indian consumers. Bournvita is the leading product in milk food drinks and candy halls is the leading product of candies in the country. Since 1965, Cadbury has also started the farming of cocoa in India. (Cadbury India Ltd., n.d.) Aim Objective of the Project Aim: To examine the marketing strategies and SWOT analysis of Cadburys Dairy Milk. Objectives: By conducting research to evaluate marketing strategies and to know the Strength, Weakness, Opportunity and Threats of Cadbury by using proper theories. Comparative Analysis The Indian chocolate market is getting bigger and better. On one hand there are imported varieties and on the other companies like Cadbury launch their own products of international standards. In India in early 90s market share of Cadbury was 80% but after the Nestle enters to Indian Chocolate industry the Cadburys share reduce to 70%, 15% share is hold by Nestle, 15% by Amul and other companies. The higher competition is between Cadbury and Nestle as Nestle is trying to have tough fight with Cadbury. (Indian Mirror, 2011) Nestle India Ltd: Nestle was connected with India since 1912. They set up first manufacturing unit in 1961 in India and then they open total 7 manufacturing units in India up to 2006. They were manufacturing Milk Products and Nutrition, Beverages, Cooking Aids. They launched there Premium Milk Chocolate, Milky Bar, Crunch and Bar One in India against the competition of Cadbury Dairy Milk and 5 Star. (Nestle India Ltd., n.d.) Kit Kat was Launch in India in 1995 and it becomes the worlds most popular chocolate within a short time of its launch and it was according to the target of the Nestle. Against the competition of Kit Kat Cadbury launch its Perk, to safeguard its brand. Kit Kat and Perk was a new product segment in the form of wafer chocolates as anytime snacks. Kit Kat sells was more than the Perk in the outlets where both were available. There was a neck to neck competition between both the products. It was also said threat it was dangerous for the mother products of Cadbury Dairy Milk. Amul: Amul Milk Chocolate, Badam Bar, Crunch and Fruit N Nuts were launch by Gujarat Cooperative Milk Marketing Federation (GCMMF) in 1974. But due to lack of its focus on international market and it was not able to raise its market shares. (Gujarat Co-Operative Milk Marketing Federation, 2000-2001) Marketing Mix of Cadbury After segmenting the market and positioning itself to outdo their competitors, it needs to come up with different strategies. The 4 Ps used by Cadbury are: Product: The Company should design and manufacture its products so as to improve the customer experience. Product Success The meaning of Product is anything tangible or intangible that can be offered to the customers for the proposed market segments either in the domestic or international market. It includes packaging, guarantee, quality etc. Every company will compete for customers by satisfying their expectation constantly. But the best company will go beyond the expectations by delivering additional benefits, which they would have never imagined. Cadbury offers a wide variety of products which include: I. Chocolates: Fruit Nut, Dairy Milk, Perk, 5 Star, Eclairs, Gems, Temptation, Nutties, Milk Treat. II. Beverages: Drinking Chocolate, Bournvita and Cocoa. III. Snacks: Bytes IV. Candy: Halls V. Gums: Bubbaloo Place:  The place means to identify the physical distribution of the product where the product should be available for the customer at the right place, time and quantity. It also consists of roles of channel for distribution. For the success of any product in the Indian market, the product should be introduced to the retail shelves. Buyers play an important role for its success rather than brand and market shares. With the increase in technology and competitive pressure, it is difficult to retain a unique product for a long period. The brand that gets the greatest number of customers, sells the most products. Proper channels of distribution also play an important role. If the product reaches the market at the right time, only than will the consumer will have access to the products. Increases in distribution and channel cost go together. Marketing cost of Cadbury is 18% of its total cost which is higher as compared to Nestle and Parry. Price: Pricing is the most important part of a marketing mix as it is the only area by which revenue is generated for the company. Price includes the catalog prices, discounts available and different options available for financing etc. Before deciding the price strategy the feasible reactions of the competitors are also have to be taken into consideration. The pricing of the product must consider the appropriate demand-supply equation. The strategy used by Cadbury for satisfying the value that all the customers buy the product is using the expectation they have about how much the production is worth to them. Cadbury has introduced various products for different customer segments so that every customer segment has different expectations of price from the product. Therefore maximizing the returns includes maintaining right price level for each segment and then increasing moving through them. Promotion: Where and when can you get across your marketing message to your target market? Effective advertising attracts and generates supporting feelings for any business. To reach out to the consumers, communication plays an important. For the marketing of any product, advertisement and promotions are the best means of communication about the product to the end user. Cadbury does its promotions through Televisions, consumer contact activity, etc. Some of the most famous marketing campaigns of Cadbury are: Khane Walon Ko Khane Ka Bahana Chahiye for Cadbury Dairy Milk Thodi Si Pet Pooja Kabhi Bhi Kahin Bhi for Perk Cadbury gives special promotional offers during festivals like Diwali, Holi, etc. and special occasions like Valentines Day. It continuously introduces new products to maintain its brand and to expand its market share. Current Marketing Strategies used by Cadbury and Market Segments Current Marketing Strategy used by Cadbury: To encourage the consumers Cadbury uses many strategies. Some of them are as follows: On Every Hand Everywhere: The customers demand flawless services from the salesmen and they have to deliver that to the customers. Cadbury is the market leader in confectionery and chocolates. Their sales team plays an important role in the success. They regularly conduct surveys of consumers choice and requirements. They deliver the products not only in the super markets but also in the small shops, so that every segment of the customers can easily get their products. They also provide selling techniques. Growing with Emerging Markets: Revenue of the company grows with the emerging markets. They continuously modify the products to fulfill the requirement of all segments of consumers. This strategy leads them to a growth of above 20% annually for the past three years. A strong foundation: Since 1948, Cadbury is serving their products in India and they have created a very strong tradition and leadership position. They are the number one chocolate brand with a share of about 70%. Today only one third of the population buys the chocolate so Cadbury is challenged to introduce the pleasure of Cadbury to many peoples. Growing with the market: To attract the broader range of consumers is the main target the Cadbury. They created a base range of their acceptable chocolate brands at more reasonable and affordable price. They also introduced the gift range products for the customers segments with high-income group. Functional advantage: Cadbury Bournvita was launched in India in 1948 and it always required providing nutrition that helps in the development and growth. Today the natural goodness of milk, chocolate and malt is prepared with vitamins A, B1, B3, B6, B12 and C, plus protein, iron, calcium, manganese, zinc, and folic acid. It is also known as a cup of confidence. Affordable luxury: Cadbury has increased their presence in the candy in the form of halls and Cadbury dairy milk Eclairs. Eclairs became more popular in the markets with a hotter climate. The consumers find the delicious taste of chocolate in the middle that easily melts in the mouth and not in the hot climate. It is also an affordable chocolate for everyone. The new Eclairs Crunch is with more crispy caramel shell for hot climatic conditions. Market Segments Market place includes different segments of customers having different needs and wants. It can be classified as: Geographic Segmentation: It is to divide the market on the basis of its location, regions, towns, city or country. Demographic Segmentation: It is most common basis of market segmentation. This factor is directly related to the demand of the product and it is easy to measure. It can be classified as age group of consumers, gender, Life style, income of family etc. Psycho graphic Segmentation: it divides the consumer of the basis of social class, lifestyle of consumers or personality. This helps the company to examine the quality that how a person thinks, feels, and behaves.   Behavioral Segmentation: It divides consumer on the basis of their attitudes, knowledge, response or uses to a product. Considering all the above factors, Cadbury has targeted different segments within the market as: Break segment some products are consumed during short breaks with coffee and tea, for example snack range and Perk. Desire segment under this segment products are purchase on desire, for example Cadburys Dairy Milk, temptation etc. Take home segment this segment express the products that are purchased from supermarkets and taken home for consumption, for example Bournvita. SWOT Analysis of Cadbury SWOT Analysis is the method to evaluate the Strength, Weakness, Opportunity and Threats involved in an organization. It includes identifying the internal and external factors that are favorable or unfavorable to achieve the objectives of the organization. Strength: 1. Largest global confectionery supplier. 2. Market leaders in three sectors: Chocolates, Confectionery and food drinks 3. Cost of Production is low due to economic of scale which leads to higher profit and better market penetration. 4. High financial strength. 5. Strong brand name and leader in innovations. Weakness: 1. Poor technology in India as compared to other nations 2. Limited key products as it is depended only on chocolates and beverage market compared to other competitors. Opportunities: 1. Growing middle class and growing urban population. 2. Increasing gifts cultures. 3. Substitute to Mithais with higher calories/cholesterol. 4. Increasing concept in departmental stores- desire @ at cash counters. 5. Opportunity increases with increase in market shares by acquisition. 6. Transfer production to low cost countries where labour cost and raw material will be cheap. 7. Introduction of new products with low fats. Threats: 1. Due to highest brand equity and low cost, it is successful in India. 2. Globalization will bring in better brands for upper end of the market. 3. High fats and calories in the products of Cadbury may reduce the demand of the consumers who are conscious of nutrition and healthier lifestyles. 4. Competitive pressure from other national and global suppliers. Conclusion Brand plays an important role for growth in todays competitive business environment. It helps to maintain profitability in long run by differentiation in the products and loyalty of customer. Cadbury Dairy Milk brand has developed its Megabrand Product range having its own identity, but now they all comes under the Dairy Milk brand. This proposal is planned to maximize the strength of the Cadbury Dairy Milk brand. The strategy involved a packaging and range refreshment strategy, which has resulted in a unified innovative Dairy Milk brand. Having exceeded initial sales targets by a considerable margin, the strategy can be considered a success! Branding is also one of the most important parts of any business whether it is small or large, B2B or retail. An effective brand strategy results into the major periphery in increasingly competitive markets. The foundation of the brand is your logo, website, packaging and promotional materials all of which should integrate your logocommunicate y our brand.