President Obama Essay Example for Free

President Obama Essay Obamanomics is basically a system where the government works from the Bottom up for more equality for all people. This system will benefit the working and middle class, and higher taxes for the wealthy 1% of our population. This means better living wages, better schools, universal Healthcare, less taxes for small businesses and a regulated system on wall street. Obamanomics will give the american people employment with Jobs in both the public and private sector; And make education more Affordable for every child with better paying teachers. President Obama is also dealing with the environment and the quality of food the American people place on their tables. His ultimate plan is for a world where less warfare will be produced by every country for a safer And freer world for all Americans and abroad. The american people think obamanomics will break the economy and leave the country bankrupt. However, it will work in the years to come with adjustments taken place until obamanomics is perfected and every american has benefited from it greatly.

Definitions and Causes of Intellectual Disabilities

Definitions and Causes of Intellectual Disabilities Task 1 1.1 Give 2 definitions of intellectual disability in accordance with a recognized source. Definition 1: â€Å"Intellectual disability means a significantly reduced ability to understand new or complex information and to learn and apply new skills (impaired intelligence). This results in a reduced ability to cope independently (impaired social functioning), and begins before adulthood, with a lasting effect on development.† (World Health Organization, 2014) Definition 2: â€Å"Intellectual disability is a disability characterized by significant limitations both in intellectual functioning and in adaptive behaviour as expressed in conceptual, social, and practical adaptive skills. This disability originates before the age of 18.† (American Association on Intellectual and Development Disabilities, 2008) 1.2 Using a definition of intellectual disability give 2 examples of how this impacts on the person’s adaptive skills: Conceptual skills such as reading time, counting money, reading and writing, expressing something are affected. Practical skills such as mobility, meal preparation, using telephone or mobile and daily living skills such as eating and dressing up are also impaired. Using a definition of intellectual disability give 2 explanations of how this impacts on the person’s cognitive ability: An intellectually disabled person has problems in thinking and reasoning things to make sense of them and utilize that information or advise in the daily living. Such as person also has problems in interpreting the tone in the voices speaking to them and communicating properly with other people. Task 2 2.1 Give 2 examples of causes of intellectual disability that occur before birth and describe two (2) main characteristics of the effects. E.g.1 Genetic Disorder Chromosome abnormality or disorder in the genes can lead to intellectual disability before birth. (American Association on Intellectual and Development Disabilities, 2008) Main Characteristics: One of the examples of Intellectual Disabilities due to genetic disorder is Downs Syndrome. Downs Syndrome occurs due to abnormality in chromosome 21 whereby there is an additional Chromosome 21. It can occur in any family of any race, religion or culture. Babies or children with Downs Syndrome depict small chin, almond shaped eyes and a around face as physical characteristics. Such children will also have a oversized tongue and much shorter limbs. Another type of disability caused by genetic disorder is Prada Willi Syndrome. With Prada Willi Syndrome, there is abnormality in chromosome 15. There is a minute gene deletion in the chromosome 15. The reason for this deletion is remains unknown. People with such disability tend to suffer from food craving and weight gain mainly. E.g. 2 Brain development Caused by environmental factors such as consumption of alcohol by the mother during pregnancy, drugs, infection, other environmental toxins and unknown factors. Brain or portion of it is damaged due to exposure to such elements. (American Association on Intellectual and Development Disabilities, 2008) Main Characteristics: An example of such is Foetal Alcohol Syndrome, caused by exposure to alcohol intake during pregnancy by the mothers. There is interference by alcohol in the delivery of food (nutrition) and oxygen to the brain, which affects the brain development and the connection of brain to the other organs of the body. These children have shorter than average height, have small head and small eyes with low birth weight and have flat face too. Exposure to environmental toxins such as methyl in the air (whereby methyl molecules replace hydrogen in the air) leads to Fragile X Syndrome. Children with Fragile X-Syndrome would have been affected by DNA rearrangements and this is more common in males. These children or males generally tend to have large testicles. 2.2 Give 2 examples of causes of intellectual disability that occur during or immediately following birth and describe 2 main characteristics f the effects. E.g. 1 Low Birth Weight Children with low birth weight can also be impaired and classed under intellectual disability. Source: (Centre for Disease Control, 2013) Main Characteristics: The child with low birth weight of basically below 2.5kg but especially below 1.5kg have great risks and chances of having cerebral palsy. It is not really a c cause rather a risk factor. Such a child has problems in balancing her/himself due to cognitive impairment. Children with low birth weight can also develop or be affected by epilepsy (World Health Organization, 2012). Perinatal injury factors such as low birth weight leads to brain damage. These people tend to have involuntary episodes of seizure, which can be several at times. E.g. 2 Trauma Brain injuries or trauma can also lead to many intellectual disabilities. This can vary in degree yet leave a huge impact. Traumas at times can be prevented but there are certain times it can not be. Source: Auckland Goldstar Institute (2014), Powerpoint slides 23-27) Main Characteristics: One of it is epilepsy. The brain damage due trauma can lead to epilepsy. People with epilepsy have involuntary movements of the body. This could be referred to as episodes of seizures. Such children/clients may be devoid of awareness of their environment and can also be unconscious for sometime. Another of the intellectual disabilities caused by trauma is cerebral palsy. The brain injury during birth affects a persons’ ability to move and coordinate. Such clients have problems with bladder or bowel movements. It is difficult to control these. 2.3 Give 2 examples of causes of intellectual disability that occur during childhood years and describe the impact of the day-to-day support needs of the person. E.g. 1 Infections Infections such as Meningitis can lead to epilepsy. Meningitis affects the brain directly and can be taken as a cause of epilepsy. (Source: Auckland Goldstar Institute (2014), Powerpoint slide 23) Impact: The client will have convulsions now and again. This is due to the brain damage from meningitis infection. There could be partial seizures, which would be eventuating from a small part of the brain being affected. E.g. 2 Exposure to Environmental Factors We are exposed to many factors or toxins in the environment on daily basis. Some of these factors can lead to Autism. (Source: Auckland Goldstar Institute(2014), Powerpoint slide 33) Impact: Have difficulty in speaking, can be repetitive with words or have flat tone of voice. Hence, they experience hardships in communicating with many people. They find it hard to socialize with large groups of people. This can lead to these clients feelings isolated and as they are unable to develop or make friends. Task 3 Describe conditions frequently associated with intellectual disability. Condition 1: Epilepsy Cause: Epilepsy, another of those common intellectual disabilities has been related to many causes. While some times it is unknown, the known factors are: genetics serious head injuries or severe head trauma hypoxia or lack of oxygen during birth infections such as encephalitis and meningitis Main Characteristic 1: Such clients can experience convulsions or seizures. Seizures may be partial. This happens due to injuries to the brain whereby the part of the brain controlling body movements is affected. Main Characteristic 2: The person/client may also lose awareness of presence in a place and happenings around it. This also happens due to brain effects resulting from any of the causes. Physical Support: Need help in ensuring correct administration of medications, monitoring of that these medications are taken, tending to any effects or side effects. Safety of such clients is paramount as these clients have seizures and involuntary body movements. Thus, these clients as well as the family (or whanau) need to be educated on what it is and the management (this includes ensuring safety, taking care of other needs, medication intake, taking appropriate steps when a person has seizures) a of epilepsy. A safe environment that is free of and hazards is also needed. The airways of any person having seizures should always be kept open. Social support: Clients need encouragement and positive response to help them maintain their dignity during and after seizures. These clients also need motivation and support to help them get into studies and be educated. Since epileptic clients can get socially shy and may not mix around with others, they need constant support and encouragement to help them be in contact and maintain communication with her/his friends and co-workers. Cognitive support: Epileptic clients can end up losing a lot of learning hours and opportunities due to seizures. They thus experience difficulties in learning. This can and often leads to needing additional teaching support in terms of using devices such as visual aids, diary for appointments, calendars, memory aids and even a 1 to 1 teacher support. These support modes will be really helpful to them. Condition 2: Spinal bifida Cause(s): Spinal bifida, which is a before birth is a condition whereby a person has incomplete brain, spinal cord and/or meninges development. The type and location of the malformation denotes the severity of the condition as to where it is mild or severe. While the cause is generally unknown, it can be possibly related to genetics, folic acid deficiency in diet and also environmental factors. Main Characteristic 1: People with spinal bifida can experience bladder or bowel control loss. They have lack of control on them urinating or defecating, on the amount and when they do it. Main Characteristic 2: Feeling of muscle weakness or paralysis below the region where the incomplete closure (cleft) or malformation has occurred. Thus, as a result they can also feel loss of sensation in the region below the affected area. Physical support: A person with spinal bifida needs assistance with mobility. Walkers or wheelchairs will be required for such people as they have affected lower limbs or are paralytic. Additional support from occupational therapists or physiotherapists may be required together with additional environmental adaptation. Medical or surgical interventions can be required for such clients. Social support: Accessibility to community based activities and appropriate transportation support is required for such people. Education and work opportunities support also need so that they receive similar treatment as other people and so that these people can also advance in life. As they may feel shy because of their condition, they will need activities of sports or recreation so that it can espouse them to make friends and socialize with other people. Cognitive support: Hydrocephalous (build up of fluid in the brain) can interfere in learning process. Even surgical interventions can lead to missing school whereby learning is disrupted. Hence, additional support in the forms of having home based learning with tutors and supplementary efforts from teachers in school become mandatory. Condition 3: Foetal Alcohol Syndrome Cause: the prime cause of this condition is alcohol exposure to the foetus while in the utero. The leads to brain damage and problems with growth. The delivery of oxygen and necessary nutrition is disrupted by alcohol and this affects tissue and organ development including the brain. Main characteristic 1: Some of the physical characteristics of the such people are low birth weight, small head and small eyes. This can be basically happening due to lack of nutrition to the foetus. Main characteristic 2: Language and speech delays are also experienced by these people as brain functions and development had been affected by lack of oxygen. Physical Support: Health care staff support in forms of physiotherapists and speech therapists will be required to assist such people. These staff will help to overcome the difficulties of language, pronunciation and speech. Social support: As these people have problems with their speech and language they could hesitate in interacting and socializing with other people. Trainings for social skills, interaction and communication with family, friends and others could be very helpful. The clients could improve in confidence and interact with them more. Boosting of confidence and encouraging independency related activities could also provide the necessary support. Cognitive support: Supportive educational activities could be organized with these clients to enable them overcome their speech problems and learning. Language problems can also be addressed through this support. Special education teachers and speech therapists could play vital roles in addressing the needs of such clients. References: American Association of Intellectual and Developmental Disabilities (2008), Frequently Asked Questions on Intellectual Disability and the AAIDD Definition, AAIDD Information, American Association of Intellectual and Developmental Disabilities, pg. 1 Auckland Goldstar Institute (2014), Intellectual Disability, Powerpoint Slides4-36 Centre for Disease Control and Prevention (2013), Celebral Palsy, Division of Birth Defects and Developmental Disabilities, National Centre on Birth Defects and Developmental Disabilities. Retrieved from www.cdc.gov CCS Disability Action (2013), Spinal Bifida, Types of Disabilities. Retrieved from http://www.ccsdisabilityaction.org.nz Prader Willi Association of New Zealand (2014), What is Prader Willi Syndrom? Retrieved from www.everybody.co.nz World Health Organization (2012), Epilepsy, Fact Sheet No999, Geneva. Retrieved from www.who.int World Helath Organisation (2014), Mental Health, World Health Organization, Geneva. Retrieved from www.euro.who.int

The Macro and micro environment Analysis

The Macro and micro environment Analysis Business can be influenced by many different external stimuli, for example, recession in economy would put a direct effect on any business, moreover, national economy downfall, inflation rates would put and adverse effect on the business too. Besides, what turned out to be an adverse effect for many companies, it became a beneficial point for Dominos pizza, becoming one of the leading and dominant pizza service on earth. As stated by CEO of Dominos Pizza that results have shown the enough proof that in time of recession our prices and our company remained stable. The trend had totally changed, people who used to eat out were deceased in numbers which shown that people are not willing to make expenditures or maybe they dont have enough to spend. The CEO of Dominos Pizza was committed to make planning which included a process of obtaining funds which they couldnt get in the past which has been invested on Alternative investment market. Share price of this this company also went up to the top since the company has been established in 1999 and this large group now possess more than 500 sites only in United Kingdom and Ireland, which more plans to open in the future. By bringing new ideas into work, Dominos sales had gone up by introducing new pizzas for example Meatero. Second one to mention would be Rugby theme Scrummy, alongside the new ways in which orders are made. Orders are not only taken via phones but also online, cell phone texts. This type of ordering has gone up in a significant way. Environment of outside is very dynamic and is rapidly changing, everything which is outside the boundary of the business would be counted as an external source. Dominos continue to succeed, even in the current harsh economic conditions, because of dominos unrelenting focus on the quality of dominos pizzas, intense devotion to service and by marketing to dominos customers when and where they want to order. It is this passion that has delivered profit growth of 27.8% to  £29.9m (2008:  £23.4m) and that will continue to drive dominos business in years to come. PEST ( Political, Economic, Social and Technological) i. POLITICAL ISSUES: Political issues include regulatory frame work operating in judicial system which may affect the business in different ways. There are not many political factors in UK affecting Dominos business. Factors such as laws on business employment, pollution and taxation apply on the organization which it has to follow regarding the rules. ii. ECONOMIC FACTORS: If the countys economy is better so the GDP of the country will be good, this is a green signal for the business as the per capita income of the people will be increased and they will spend more money. In dominos survey dominos came to know that most of the people in the beginning of the months spend more and they visit Dominos very often. When the inflation rate increases the cost of raw material also increases and this leads towards high prices of the products and vice versa. iii. SOCIAL FACTORS: Dominos is a multinational and it is basically originated from America so the organization is overwhelmed by dominos western culture. There are social forms of society which consist of Upper class, middle class, middle upper class, lower class. Every country has cultural norms, values, beliefs and religion which can affect the organization. iv. TECHNOLOGICAL FACTORS: Now a days technology is improving so as baking and heating ovens will be of new and efficient technology and will provide efficient service. Due to new technology there are new ways of marketing like internet; telemarketing and the organization can advertise their products with much more faster pace. Computer based customer data that is MIS (managing information system) helps in collecting customer data, daily transactions, future forecasting and decision making. New vehicles will make their service more efficient. Briefly discuss the industry of sector The food industry is a complicated and one of the diverse business which operates alongside and provide food to consumers around the world. People who are not considered inside the scope of this industry are those farmers who grow on their land for themselves and survive on it. The food industry includes: Laws: which include All laws applicable which govern the food industry whether local, regional, national or international regulations. Education: This includes academic, vocational and consultancy Research and development: It would be done with the help of food technology Financial services insurance, credit Manufacturing: this would include agrichemicals, seed, farm machinery and supplies, agricultural construction, etc. Agriculture: raising of crops and livestock, seafood Food processing: preparation of fresh products for market, manufacture of prepared food products Marketing: promotion of generic products (e.g. milk board), new products, public opinion, through advertising, packaging, public relations, etc. Wholesale and distribution: warehousing, transportation, logistics High level technologies outline prevailing food production. In this many areas are included. Agricultural machinery, human labour has been almost practically eliminated by use of tractor in the field. Biotechnologies are bringing change, in such areas as agrochemicals, plant breeding and food processing. Many other areas of technology are also involved, to the point where it is hard to find an area that does not have a direct impact on the food industry. Computer technology is also a central force, with computer networks and specialized software providing the support infrastructure to allow global movement of the myriad components involved. Key success factors The critical success factors are related to dominos broad areas, customers preference for pizza as a food item. Its ability to prepare a pizza within a short time, to deliver it within 30 minutes of recording the order, and the store location. Since Dominos business model is based on home delivery, the speed of preparing the pizza and delivering it are the critical success factors. International strategies (Competitive analysis) SWOT Analysis: Every organization has its strengths, weaknesses, opportunities and threats. So, the SWOT analysis for Dominos is as under: Strengths: Dominos is the market leader in providing different products of pizzas as there are no competitors in this sector. There good image makes the organization more strong. Dominos is providing good taste, quality products with qualified staff, good atmosphere and hygienic environment. They are specialized in pizzas. Motivation level of staff is very high which make the organization more prosperous. They are ISO (International Standard Organization) certified. They have enough resources for operating different activities of the organization. They are providing free home delivery service. They have created monopoly in this sector. Another big Strength and even a Competitive Advantageos the fact that they have a full service restaurant as well as delivery services. Most of dominos competitors do not have restaurants. Because of the restaurant, Dominos can market too many different segments that other pizza chains cannot. For example, Dominos can market to families much easier than Dominos o r Little Caesars. Dominos weaknesses: The fact that Dominos does have a restaurant to run is also a weakness. Dominos has higher overhead costs, due to the restaurant that other competitors dont have to deal with. Another result of higher overhead costs is higher prices Dominos must charge. Obviously, Dominos is not the low cost producer. They rely on their quality pizza and good service to account for their higher prices. They are providing less range of products comparatively with high prices. They are more focused on western taste instead of Eastern. Very few outlets have dine-in facilities The menu is limited and pricey, and there are very few budget items on the menu. Opportunities: New markets can be explored and new opportunities they can gain. Dominos can come up with the new products considering the Eastern taste of the people as like McDonalds. Diversification of new products can increase their market share. They can reduce their prices because of more Dominos. Threats: Dominos number one threats are from their competitors. Currently, Their closest competitor is pizza hut who is working to open their Branch rapidly. Dominos main competitive advantage over Pizza hut is their lower price. Evaluate dominos company strategies with other different companies: Dominos has succeeded in expanding over continents and observed spectacular achievements, but in efforts to develop globally it has not been able to manage the domestic market with full efficiency and as a result, is losing grounds in the domestic market. Dominos has raised the standards of pizza industry to great heights, but in current economic situation, rising commodity prices and decrease in peoples purchasing power, it is struggling to balance between profitability and maintaining its standards. The increasing competition in the fast food industry adds to its array of challenges. A critical factor in Pizza Huts success has been a menu that has constantly evolved and expanded to cater to the changing needs and specific preferences of customers in different parts of the world. In having understood the pulse of the customers, Pizza Hut has clearly established itself as a brand with a Britain heart and Dominos need to learn that. Benchmarking: The status of Dominos has been as a private company, After making benchmarks with competitors, it has been observed that the level of sales for many years has been the same, which is a big achievement and is financial indicator that the organisation is towards growth and success in the retail business. It seems like good news for company. Speaking of bad news, the growth at which the competitors were going it was faster as compared to that of Dominos. It was actually giving up market share. At the same time, Dominos were celebrating internal celebrations of the fact that against our own internal matrix Dominos were doing well. Dominos did not only have to consider the past achievements and results in benchmarking but also it needed to take a look around at competitors, and on many occasions, Dominos require to realize what their outcomes are and initiate to grip ourselves responsible for that particular level of functioning. Dominos accept unevenness since dominos can choose a lot of people around us who are just as mediocre as dominos are. I want to find the very, very best, and I want to benchmark against them, and I want to get as good or better. I think if I lead that expectation and I get my team and my organization to embrace it, thats how dominos were going to become world-class performers. Takeaways Upon successful establishment of a business, masses think that there is no room of improvement any more, but things change either towards betterment or worseness. The minute companies become satisfied and pathetic in a minute when they go down. when To have a high-performance organization, you must foster a culture of continuous improvement. Dont accept mediocrity. Instead, look to your competitors, and benchmark yourself against them to achieve world-class performance. Organisation business plan: A businesss plan is the way of decisions and conducts made by the business to accomplish its goals. A business has a diversity of goals and objectives. In order to achieve business goals businesses should make sure that they organize their business in most efficient and effective manner; in achieving those objectives different plans are made. In the same way, Dominos has laid down many objectives which will help achieve the targets. Internal and external changes in the environment have made Dominos to reconsider the past strategies. The PEST and SWOT analysis illustrate the changes in environment. After rethinking all the factors Dominos has taken decision upon establishment of business plan, called functional plans These plans have been designed to make improvement in the operation efficiency of a business. All business organizations take on plans at practical level as once the practical objectives are accomplished; business objectives turn out to be easy. In order to make the practical strategy well organized, Dominos has made coordination among all its department. Porters Five Forces analysis of market structure The competitiveness of any company can be evaluated using famous five Porter`s forces. Porters Five Forces make an effort to analyse the charm of any industry by looking five forces in the market. Porter suggests that the probability of commencement of profits in a given industry will be depended on five factors. 1. The probability of new entrants, for example more the barriers for entry of new entrants are places more the chances of present market capturing firm to make high profits. The chances of entering a market would be hard if: Heavy capital spending is required which would constitute to big entry cost. Firms which are already equipped with past experience and knowledge of marketing would be advantageous. Another new entry barrier could be a Government policy, which blocks entry or makes it uneasy; for example, imposition of tax on imports which would make a barrier for foreign firm to get entry in the local market. The current brands are more reliable and have a high level of trust on their name The reaction of established firms could be hard hitting towards new comers in pricing The established entities could be in much more domination over supplies, for example, more proportion of the market is under influence of companies as De Beers. 2. The power of buyers. The stronger the power of buyers in an industry the more likely it is that they will be able to force down prices and reduce the profits of firms that provide the product. Buyer authority will be more if: Market does not have many big buyers, so established ones would be of particular importance to the firm. To gain the trust of buyer, it is very essential to bear in mind that provision of services should be of high standard at a reasonable price. As buyers could have strong bargaining power and could actually take possession of the firm, this warning could lead to better provision of services. 3. The power of suppliers. If suppliers are in a position in a particular market that their dominance is very strong that new entrants have fewer chances to make profits out of that sector because market is influences by those established suppliers which gives them power to decide how the business should operate in that sector. Suppliers will be more dominant if: They are in small numbers (leaving fewer choices). To go from one supplier to another would not be easy or could be very costly. The bargaining power of supplier can give them enough control to take hold of existing firms. 4. The extent of competition This estimates the degree of rivalry among those operating firm. Higher competition would make lesser chances for operating firms to make higher earnings. Competition will be complex if: There is greater proportion of parallel firms in terms of their masses and all going for a tough competition to capture consumers in the same market. The ultimate result for industry leavers could be threatening, because their funds are invested. This means the established firms will not take it easy and will fight hard in order to keep their resources intact. In a situation where there is higher level of capacity utilisation then prevailing firms will put an effort to win the sales to increase their own demand. There will be a fight in a crunching market when volumes of sales will be getting lower. If there is not much reliability then consumers are most likely to switch. 5. Additional threat. This measures the extent to which buyer can change its taste and move on to other products of the same industry e.g. travel in public busses rather than private cars. By looking at Porters analysis, we see that firms are more likely to get higher rewards if the business: Is complex to pass in Has not much competition Has to deal with small buyers Has to deal with small suppliers Have no other alternatives. Whereas, rewards are more likely to be lower if: Entrants can pass in easily There is high level of competition within the industry The Buyers are powerful The Suppliers are powerful There are other options available For top management it is crucial that they understand and acknowledge the consequences of Porters five factors before making a decision of industry to operate into. Ways to make favourable outcome should be sorted by trying to bring change in these five factors For example: One solution could be the mergers between rivals, there are such examples in the past in automobiles industry, pharmaceuticals and banking industries when rivals merged together to remove competition. If distributors could be bought up by firms then more influence of buyers can be achieved. If firms can stand out themselves among their rivals by unique selling proposition then this could good achieve positive results for the firm, the example of such marketing practitioner would be Coca Cola if they respond energetically to a firm that enters its market this may deter potential entrants in the future These five forces tend to change accordingly conditions of the market. For instance, customers have access to wide range of information these days to compare their options and prices; this makes consumer a powerful individual. The exposure of world markets (for example through the efforts of the WTO to increase the effect of safeguarding trade limits has led to much more competition in markets in past few years. In North America, It has been seen that in automobile industry leader Toyota is declining where as General Motors has risen in terms of sales recently just because consumers have now more options. At the same time, World Wide Web has even made easier for producers to enter in the markets because people have access to the internet all over the globe and online shopping trend is increasing day by day. The world of business is dynamic and environment surrounding particular industry is unpredictable and will keep changing. International market approach: Dominos concept is focused on outstanding people on a task to become the greatest pizza delivery company on earth. The commitment is to bring joy, energy and value to customers by making a delivery of pizza on time. Because the aim of the company is not only to provide services on their outlets in fact reaching out to customers on single call and by way of quickest delivery be at their door step. Customer should have many options to choose from the menu. Variety of different combination would give an edge. Customer should have the feeling that he is getting the finest offer whereas company making sure that it is earning to its extra potentials. Menu cards show that different types of pizzas have different prices on them; family size pizza can be one example of this. The extreme profit is made in meat items which is again with different combinations and verities is combined together to make an individual pizza. As soon as customer is on the table or an order has been made from outside, not only reasonable price is charged but also on some occasions discount coupons are provided to customers so that not only they can have their delicious food in a fine environment but also have some inducement to buy from Dominos. Hence, consumers are compelled to uphold trust towards Dominos. Endurance, shaping relationships and making use of change in condition Over long period of time, Dominos has grown and brought a wide range of products to the table which gave Dominos an additive advantage over its competitors, which included internationally famous pizzas for instance, Italian pizza, pan pizza and stuffed crust. In the menu offers the option of a complete meal. Besides, Dominos are nowhere behind their competitor Pizza Hut in bringing in home tradition. Dominos have a firm belief in their slogan that Think global act local. How the firm should make an entry into the market: Dominos Pizza could manage to cover the market by providing Pizza with a quick home delivery system. Dominos not only captures walking customers but also makes advertising on various media to capture wider areas so that more market is covered. Progress plan: Pizza hut is defined generally as a family deal. The reason behind it is they dont approach their customers in a direct way. They focus entire proportion at the other hand their rivals focus a certain demographical area. However pizza hut aims at a wide range of population. By successfully doing this, they achieve their targets in a profitable manner. They are faced by many rivals in the industry due to which they have to do almost everything to stay in the market because their competitors are on every high street. Pizza hut not only makes a commitment to provide best food but also considers the prize to which it should be delivered, making it as reasonable as possible. They try to give something extra in their commitment, i.e. in their food they give unique variety of stuff crust which brings customers to their doors every now and then. Their menus also have vegetarian pizzas with salad and past bar which is not offered by many restaurants. This is one of those ideas which could attract more customers. Likely development in next 10 to 20 years: Top management level of Dominos is unable to grasp the key idea which could bring change growth and innovation. They couldn`t get the whole process from which an organisation goes through which starts from birth and taken to a level of growth and maturity eventually reaching at a level of decline. This process is simply unavoidable. In the initial stage of growth, capital expenditures are made with very little or no return. Its only through crunching operational incompetence and ineffectiveness, obtaining and or inclining market share that companies regain their initial capital expenditures Dominos stayed at position of S-Curve where maximum return are being gained without taking account of the fact that decline of profits are probable. Only time can tell whether they have team and leadership development which will finally decide whether they will incline or decline. Reasonable suggestions for enhancement and advancement in overall scenario. †¢Bring new things in the way Pizzas are made. †¢Concentrate on areas where the outlets are situated. †¢Take the quality of pizza the upper level. †¢Maintain good environment in outlets. †¢Should concentrate more on marketing itself confidently. Conclusion: Dominos Pizza regularly innovates the way its product goes with the likings of its customers and in feedback getting customers satisfaction. The slogan of this company which illustrates its aim is that Think Global and act local. Hence, every now and again Dominos Pizza has been suiting its products with delicious touch for consumers. Moreover, giving quality food at reasonable price has been one of the earliest mottos. Steps have been taken such as Fun Meal and Pizza Mania to popularize it more among consumers.

The Dangers and Safety Precautions Related to the Olfactory Dysfunction Anosmia :: Medicine Medicinal Medical Essays

The Dangers and Safety Precautions Related to the Olfactory Dysfunction Anosmia Imagine the smell of some freshly baked cookies hot out of the oven, or the clean smell of a brand new car's interior. Have you ever thought what it might be like to never smell these scents again? What if you could not smell your dinner burning on the stove or the fact that the baby needs a diaper change? The National Institutes of Health in 1979 found that around 200,000 people consult their doctors every year for the decreased or total loss of smell (Crawford and Sounder, 95). The disorder is anosmia, the loss of the sense of smell, usually from a sinus infection or a nasal obstruction, which lasts only temporarily. Anosmia is also known as a permanent condition commonly resulting from a head injury or disease, such as airopic rhinitis or chronic rhititus associated with granulomatous disease, which destroys either the olfactory nerve. This smell disorder can also be caused by psychological factors, such as a specific fear of a particular smell (Mosby, 94). Of then five senses, smell seems to be the least appreciated (Gillyatt, 97). Society always gives attention to the senses that appear most necessary: sight and hearing. Touch and taste appear more important because it is obvious that without them life becomes more challenging (Gillyatt, 97). Humans are microsmatic, which means that the sense of smell is not necessary for survival like with animals (Goldstein, 99). The sense of smell can protect people and therefore is important. Smell also makes things enjoyable (Gillyatt, 97). For instance, when eating a favorite food the taste is much more flavorful when feeling healthy opposed to being congested. Humans can recognize as many as 10,000 different scents, compared to the sense of taste , which is limited to four basic categories: sweet, salty, sour, and bitter (Gillyatt, 97). The sense of smell is very important, but taken for granted. Everyone should be aware of anosmia because as people age the disorder becomes more and more common . Approximately fifty percent of people over 65 years of age have experienced a decrease in smell (Schiffman, 94). It is apparent that the weakening of the sense of smell is age related (Cain and Stevens, 86). Anosmia is a disorder that needs to be taken seriously. The permanent loss of smell can be hazardous to ones health if not dealt with properly.

The History of Comics :: Comic Strips Books Media Art Essays

The History of Comics Comics: In the Beginning The modern comic, as we know it, began in Joseph Pulitzer's New York World on February 17,1895. The comic, drawn by Richard F. Outcault, was based on the life of Mickey Dugan, an Irish immigrant child in the city. Although the strip had no name, people have dubbed it the "Yellow Kid" because the nightshirt worn by Mickey Dugan was the projection for an experiment in yellow ink by the newspaper. Eventually the comic came to be known as "Hogan's Alley." Soon comics were recognized for the selling potential and were published in newspapers all over the world. After the success of the World, a competitor, William Randolph Herst of the New York Journal, hired Outcault to draw Hogan's Alley for Hearst's Journal. The World continued publication of the strip using a new artist, and both papers were featuring the "Yellow kid." This led to people referring to the two papers as the yellow papers. And as the battle between the press lords became more intense, people began calling it yellow journalism which now has come to mean overly sensational journalism. Although Outcault won the battle over the rights of "Yellow kid," the mass marketing began. The cartoon was everywhere. Products were being produced, even cigars, bearing the "yellow kid." Soon the comic revolution began, and strips were published all over. Of these comics, "Katzenjammer Kids" drawn by Rudolph Dirks in 1897, was one of the most popular and first to regularly use voice balloons for dialogue. Outcault also continued drawing, and began a strip called "Buster Brown" which was to be a tie between the comic strip and the comic book. The mass marketing continued, and "Buster Brown" had his own line of shoes (McHam). Until 1907, comic strips ran only on Sundays. In 1907, the first daily strip appeared. "Mutt and Jeff" by Bud Fisher, began being published daily in the San Franciso Chronicle. Following that was "Bringing up Father," in 1912, and soon many others including: "Barney Google"; "Thimble Theater" forerunner to "Popeye"; "Moon Mullins" "Orphan Annie" and "Andy Gump" which was the first comic to tell a continuing story. Hearst pushed comics in all of his newspapers and began King Features, a syndication service, to deliver comics to his and other papers. King Features continues syndicating today along with company's such as Universal Press Syndicate in Kansas City, Kansas.

Electronic Case (Corporate Finance) Essay

1. Tom believes the company should use the extra cash to pay a special one-time dividend. How will this proposal affect the stock price? How will it affect the value of the company? Electronic Timing, Inc. (ETI) needs to be careful on how it dispenses the extra cash as a dividend. Issuing the extra cash as a dividend would mean that the shareholders collectively will probably drop by the same amount because of the transfer of wealth from the company to the shareholders individually. Hence, the economic value of the company will also decrease. 2. Jessica believes that the company should use the extra cash to pay debt and upgrade and expand it existing manufacturing capability. How would Jessica’s proposals affect the company? Jessica’s proposal will support an expansionary policy for the company which can result to a higher growth rate for ETI. As to the company’s dividend policy, not issuing the extra cash as a dividend signals to the market that there are still better and more efficient uses of the cash than using it for dividends. 3. Nolan is in favor of a share repurchase. He argues will increase the company’s P/E ratio, return on assets, and return on equity. Are his arguments correct? How will a share repurchase affect the value of the company? A share repurchase if done correctly should be equivalent to the issuance of a cash dividend with the same amount as regards to effects on shareholders’ wealth. The way the share repurchases should be done in a way that it does not diminish or create shareholder wealth. Hence, Nolan’s argument that the company’s return and assets and return on equity will increase is not correct. However, the P/E ratio might go upwards for a time until the market corrects it. 4. Another option discussed by Tom, Jessica and Nolan would be to begin a regular dividend payment to shareholders. How would you evaluate this proposal? A plan to issue a regular dividend to shareholders is a start in establishing a dividend payout policy. A dividend policy signals to the market that the company is making a commitment to its shareholders and hence the company strategies will have to be aligned with that commitment. Therefore I would evaluate the proposal as regards the company’s ability to stick to it. For example, it adopts a stable dividend policy – will it be able to have cash to honor such policy year on, year off? Another factor would be does a regular dividend matter to ETI’s shareholders? Or do they prefer a different method of transferring wealth to them aside from a cash dividend? 5. One way to value a share of stock is the dividend growth, or growing perpetuity, model. Consider the following: The dividend payout ratio is 1 minus b, where b is the â€Å"retention† or â€Å"plowback† ratio. So, the dividend next year will be the earnings next year, E1, times 1 minus the retention ratio. The most commonly used equation to calculate the sustainable growth rate is the return on equity times the retention ratio. Substituting these relationships into the dividend growth model, we get the following equation to calculate the price of a share of stock today: What are the implications of this result in terms of whether the company should pay a dividend or upgrade and expand its manufacturing capability? Explain. The substituted dividend growth model is Dt=Dt-1(1+rb). This equation implies that the future dividends of the company are directly related to the amount of earnings it retains and the rate of return if makes from its investments. However, in order to attain the company’s targeted rate of return it also needs to retain more of its earnings in the company for upgrading or expanding its manufacturing plant rather than using it for cash dividends. In the expansionary phase, the company has to make trade offs – lower dividends for higher growth. 6. Does the question of whether the company should pay a dividend depend on whether the company is organized as a corporation or an LLC? No, an LLC can distribute earnings to its owners; however that distribution is not called a dividend, but rather distribution of cash or property to the partners. It is still a dividend in a different name.

Product Positioning in the Market

ISSN 1392-2785 ENGINEERING ECONOMICS. 2008. No 1 (56) COMMERCE OF ENGINEERING DECISIONS Theoretical Aspects of Product Positioning in the Market R ta Ostasevi i t Kauno technologijos universitetas K. Donelai io g. 73, LT-44029, Kaunas The article consists of fourteen parts, starting with the introduction where the novelty, the problem of the research, the object of the research, the purpose of the research and the research methods are described.The purpose of the article is systemization and thorough description of the knowledge and information (found in a large number of sources) about the positioning concept, its position in the STP model, coherent description of the product positioning process steps as recommendations for successful product positioning process accomplishment. It is obvious that to be successful a product must occupy an explicit, distinct, and proper place, in the minds of potential and existing consumers, relative to other rival products on the market. Product pos itioning is the tool to achieve the above mentioned result.The article analyses how the product should be positioned on the market. The second part of the artic conceptions of product positioning in the market. Those include: Etzel, Walker, Stanton (1997), Ries and Trout (1986), Kotler (2006), Armstrong (2006), Bhat (1998), Fill (2006), Ferrel (1997), Lamb, Hair, McDaniel (2004), Boone and Kurz (2001). The third part defines the basement of product following parts: segmentation, targeting and positioning. The fourth part describes product positioning steps, interpreted by different scholars.There are two samples of product positioning process given (by Hooley (2004) and Hutt, Spech (2004)) and a model created by the authors of this article. The seventh part, identification and analysis of competitive products in the market, describes the best means how to distinguish competitive products, different levels of competition. The eighth part, identification of determinant attributes and measuring their significance to the user, reveals the techniques for selection of determinant attributes and criteria for successful determinant attributes.The ninth part, identification of current position of the product and other competing products according to determinant attributes, shows possible ways of carrying out this product positioning process stage. The tenth part, composition of the positioning map, reveals the process of their creation and provides reasons why it is such a powerful tool for examining the positions of products. The eleventh part, the determination of the desired position of the product, speaks about the ideal position of a product and where companies want to position their products (the desired position).The twelfth paragraph, called the selection of positioning or repositioning strategy, reveals possible positioning strategies proposed by various authors, repositioning strategies, presented by Doyle, Stern (2006), possible reasons of inadequate positio ning. The thirteenth part, creation of the positioning statement, discusses the three models of creation of product positioning statement: X-Y-Z model, I-D-U model, and a-b-e model. The last part consists of conclusions on theoretical studies of product positioning process. Keywords: product positioning, product positioning teps, determinant attributes, positioning map, positioning and repositioning strategy, positioning statement. Introduction There is no product in the world that does not have a position. Product positioning is about visibility and recognition and what product represents for a buyer. In markets where the intensiveness of rivalry and competition are increasing and buyers have a greater intrinsic values become critical. An offering with a clear identity and orientation to a needs will not only be purchased, but can warrant a larger margin through increased added value.Numerous organizations are trying to manage their positions occupied by their products and are usin g different positioning strategies to move to new positions in consumers minds and so generate an advantage over their competitors. Earlier positioning was very important in markets that are very competitive and where mobility barriers are relatively low. Nowadays these market characteristics can be applied almost to every industry or business, and to any economy. No product, of those which have survived, can be imagined without clear, distinct and intensive positioning.It is vivid, that for a successful product in the market good quality and well known brand are not enough. The product must occupy an explicit, distinct, and proper place, in the minds of potential and existing consumers, relative to other rival products on the market. Reaching (or not reaching) that desirable position in the minds of consumers is the result of successful (or not successful) positioning. The article analyses how the product should be positioned on the market. The object of the research: product posit ioning in the market.Purpose of the research: to systemize and thoroughly describe the knowledge and information (found in a large number of sources) about the positioning concept, its position in the STP model, coherently describe the product positioning process steps as recommendations for successful product positioning process accomplishment. Research methods used: Conducting theoretical studies of positioning in the market, the method of comparative analysis and systematization of scientific literature were used.Concept of product positioning There is a great number of different definitions of positioning in scientific literature of marketing. The concept of positioning seeks to place a product in a certain rspective buyers. Marketers offerings from those of competitors and to create promotions that communicate the desired position. Boone and Kurz (2001) Scientists Etzel, Walker and Stanton (1997) refer to a product and to differentiate (position) it in a favorable way from simi lar products. Ries and Trout (1986) distinguish from all other marketing theoretics, stating that positioning is not what is done to a product.Positioning is what you do to the mind of the prospect. The same authors indicate that positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. However, Kotler (2006) defines positioning as the act of designing the upies a distinct and valued position in the target consumers mind. Scholars Kotler, Armstrong (2006) verify that market positioning is arranging for a product to occupy a clear, distinctive, and desirable place, in the minds of target consumers, relative to competing products.Thus, marketers plan positions that distinguish their products from competing products and give them the greatest strategic advantage in their target markets. The purpose of positioning is to create a unique and favorable image in the minds of target customers, Bhat (1998). The author Fill (2006) states , that positioning, therefore, is the natural conclusion to the sequence of activities that constitute a core part of the marketing strategy. Market segmentation and target marketing are prerequisites to successful positioning.Product positioning refers to the decisions and activities intended to create and maintain a certain concept 1997). Positioning is developing a specific marketing mix to brand, product line, or organization in general (Lamb, Hair, McDaniel 2004) perceptions of a products attributes relative to the attributes of competitive products. Buyers make a large number of purchase decisions every day. To avoid constant reevaluation of numerous products, buyers tend to group, decisions. Rather than allowing customers to position products independently, marketers must try to influenceThe steps of STP model The foundation of positioning theory is made of one of the most important postulates of the science of marketing. extremely diverse and that a the postulate it is simpl e to define the essence of the STP model: to present the product to those consumers, who want it and are able to acquire it. The first two steps of the STP model serve to find and define the desired consumer, and positioning serves for placing the product in the desirable position in the minds of target consumers.Scholars Grancutt, Leadley and Forsyth (2004) thoroughly describe the STP model steps in the table below Table 1 The STP model steps Segmentation * Choose variables for segmenting market * Build a profile of the segments (sub-segments) * Validate emerging segments Targeting * Decide on targeting strategy * Identify which and how many segments should be targeted Positioning * Understand consumer perceptions * Position products in the mind of the consumer * Design appropriate marketing mix to communicate positioning Source: Grancutt, Leadley, Forsyth (2004)Product positioning steps Scholar Winner (2007) has a distinct view on product positioning decisions; he emphasizes custo mer decision making process as the most important issue in product positioning steps. According to the scientist, marketers have to answer the following questions when positioning the product What dimensions do consumers use to evaluate product offerings in the industry or category? How important is each of these dimensions is in the decision making process? How do you and competition compare on the dimensions? What decision processes do the customers use?The author Hooley (2001) determines these stages of product positioning process: Table 2 Product positioning steps Identification of competitors Singling out decision making attributes Evaluation out of decision making attribute significance Identify the determinant attributes and measure their significance to the user Product positioning steps Identify and analyze competitive products in the market Table 4 Identification of competitor position according to the most important attributes Identify the current position of the product and other competing products according to determinant attributesIdentification of consumer needs Preparation of a consumer map Selection of the desired position Selection of positioning strategy Source: Grancutt, Leadley, Forsyth (2004) Compose the positioning map Determine the desired position of the product Select positioning or repositioning strategy Create the positioning statement Scientists Hutt, Spech (2004) suggest the following steps in the product positioning process: Table 3 Product positioning steps Identify the relevant set of competitive products Identify the set of determinant attributes that customers use to differentiate among options and determine the preferred choiceIdentification and analysis of competitive products in the market Drawing positioning frames for a product, category membership should be determined first, i. e. other products that compete in the same market and can serve as substitutes. The best considered means for determination is allows collecting a large amount of useful data, which is easily systemized, adapted, processed statistically. One of the main advantages of consumer survey is the anonymousness. Deep interview can be also used to determine the rival products in the market, but due to larger time and financial costs is used seldom.Scientists Hooley, Saunders, Piercy (2006) state that competition can take place in the following levels: Competition with products with analogous qualities Competition in the same product group Competition with other products that satisfy the same or very similar consumer demand Competition in the same consumer demand level As mentioned above it is vitally important not only to determine all products on the same shelf, but also determine the rivals to the whole shelf. Identification of determinant attributes and measuring their significance to the userCollect information from a sample of existing and potential customers concerning their ratings of each product on the determinant attribute s offerings for each market segment Examine the fit between preferences of market segments and current position of product Select positioning or repositioning strategy Source: Hutt, Spech (2004) Concentrating all discussed product positioning models the authors of this article propose the following algorithm of positioning process steps.After the identification and analysis of competitive products in the market, determinant attributes should be identified and their significance to the user should be measured. According to Aaker, (2005) determinant attributes define not only the products benefits and value to the user, but also associations with the product consuming process and with the consumer himself. The authors Hooley, Saunders, Piery (2006) consider a qualitative Determination of the desired position of the productIdentification of the current position of the product and other competing products according to determinant attributes Selection of positioning or repositioning stra tegy Composition of the positioning map It is important to mention, that the above mentioned strategies are not discrete and usually are just pats of complex hybrid strategies, used by marketers. Sometimes, changes in the competitive environment force marketers to repositi position it holds in the minds of consumers relative to the positions of competing products.Scientists Doyle, Stern (2006) suggest the following repositioning options (the first two are real repositioning strategies, the rest can be considered psychological): Introduce a new brand Change existing brand Alter beliefs about the brand Alter beliefs about competitive brands Alter attribute importance weights Introduce new or neglected attributes Find a new market segment Not only changes on the market lead to a demand for a new repositioning strategy.Very often the product fails because of marketers initial positioning mistakes. Brooke (1994) states that a product may be inadequately positioned for three reasons: The segment in which it is targeted might have become unattractive because it is too small, declining, too competitive or otherwise unprofitable. Positioning might be inadequate because the quality and features that the product offers do not appeal to the segment to which it is targeted. igh to allow it to be priced competitively. Scientists Grancutt, Leadley, Forsyth (2004), Kotler (2006) indicate four main risky product positions on the market: underpositioning, overpositioning, confused positioning and doubtful positioning: Table 5 Risky positions Potential risk Underpositioning Comment Some companies discover that buyers have only a vague idea of the brand and the features/benefits of that brand.Customers may not be aware of anything particularly special about the brand Customers may have too narrow a view of the brand. Therefore a consumer might think that a particular glass company, for example, only produces luxury items that retail at high prices. However, it may produce a varie ty of cheaper standard glassware. Customers could be confused about the position of the brand within the marketplace. This confusion may result from the company making too many positioning too frequently.Customers may find it hard to believe the claims made by the company about its brand in view of benefits, the price and the name of the manufacturer. Source: Grancutt, Leadley, Forsyth (2004) This process is probably the most laborious and difficult element positioning implementation steps. Scholars Capon, Hulbert (2001) define the creation of positioning statement as a complex, creative, and highly interactive process, often involving many cut-and-try attempts, before the satisfactory result is achieved.Clear positioning statements have major value. For example, one of the most common complaints advertising companies make about their clients is that they have not clarified their strategies. Although positioning statements are not advertising messages, they provide excellent difficu lty. According to Kalafatis, Tsogas, Blankson (2000) positioning statements play a vital role in helping to guide rts in the marketplace, they are both crucial internally and externally.Scientists Rossiter, Piercy (1997) define the following models for product positioning statement creation: X-YZ macromodel I-D-U mezomodel A-b-e micromodel Creating positioning statement according to the X-YZ model, a marketer should decide on the following issues: nded target audience (Y) product category (X) what benefit (benefits) does the product bring to consumer (Z) Any kind of advertising attempts should emphasize: the benefit to the consumer, which should be unique emotions. he emphasized benefit must be important to the whole product category (I) not mention at all or forewarn consumer of possible product weaknesses (D). Conclusions Having completed the theoretical studies of product positioning in the market the following conclusions can be made: Positioning plays a key role when reaching t he desired place in the mindsets of potential and existing consumers. Most scientists of the field of marketing define product positioning as arrangements for a product to occupy a clear, distinctive, and desirable place in the minds of target consumers, relative to competing products in the market.The position of a product is formed by products attributes relative to the attributes of competitive products Product positioning is an inseparable and most important part of the STP model. If the first two steps (segmentation and targeting) contain flaws or are inadequately or incompletely performed, successful product positioning is doomed to fail. Summarizing the opinion of various scholars, it is obvious that product positioning is a complex, Overpositioning Confused positioning Doubtful positioningCreation of the positioning statement From the research data obtained in the first steps of product positioning process and the marketing strategy developed, it is necessary to formulate a positioning statement that is in tune with the promotional objectives. continuing and chain process. While positioning a product marketers should at least (there can be more) go through the following steps: 1. identify and analyze competitive products in the market, 2. identify the determinant attributes and measure their significance to the user, 3. select positioning or repositioning strategy, 4. ompose the positioning map, 5. determine the desired position of the product, 6. identify the current position of the product and other competing products according to determinant attributes, 7. create positioning statement. References 1. 2. Aaker, D. A. Strategic Marketing Management. New York: The Free Press, 2005. Arora R. Product positioning based on search, experience and creedence attributes using conjoint analysis // Journal of product and brand management, Nr. 5, 2006. Bhat, S. Symbolic and functional positioning of brands / S. Bhat, S. Reddy //Journal of Consumer Marketing, 1998, No 1, p. 2-43. Boone, L. Contemporary marketing 10th edition/ L. Boone, D. Kurtz. Harcourt, 2001. Brooksbank R. The anatomy of positioning strategy. // Marketing intelligence and planning. 1994, No. 4, Capon, N. Marketing Management / N. Capon, J. M. Hulbert. Upper Saddle River, 2001. Dik ius, V. Marketingo tyrimai: teorija ir praktika. Vilnius, 2006. Doyle, P. Marketing management and strategy Fourth edition. / P. Doyle, Ph. Stern, Harlow, 2006. Etzel, M. Marketing 11th edition / M. Etzel, B. Walker, W. Stanton. New Jersey, 1997. 24. intelligence and planning, No. 5, 2002. 25. Pranulis, V.Marketingo tyrimai / Vilnius, 1998. 26. Ries, A. Positioning: The Battle for Your Mind / A. Ries, J. Trout. New York: McGraw-Hill, 1986. 27. Rossiter, J. Advertising Communications and Promotion Management / J. Rossiter, L. Piercy. New York: McGraw hill, 1997. 28. Sheinin, D. A. Positioning brand extensions: implications for beliefs and attitudes // Journal of Product & Brand Management, 1998, No 2. 29. Winer, R. S. Marketing Management. Third edition / Upper Saddle River, 2007. R ta Ostasevi i t Prek s pozicionavimo rinkoje teoriniai aspektai Santrauka Pasaulyje nerasime prek s, kuri netur t pozicijos.Prek s pozicija yra tai, kaip pirk jas suvokia prek pagal tam tikrus apsisprendimo tos pa ios kategorijos preki . Prek identitetu ir orientacija potenciali ar esam pirk j norus ne tik bus noriai perkama, bet ir gali garantuoti didesnius pelnus, kadangi yra sukuriama didesn prid tin vert . Dauguma organizacij bando valdyti savo preki vairias pozicionavimo strategijas, kad patekt naujas (norimas) pozicijas potenciali ar esam pirk j galvosenose ir taip susikurt ias prekes. Anks iau pozicionavimas buvo laba jimo barjer charakteristikos gali b verslui. N ti ir gana intensyvaus pozicionavimo.Tyrimo problema: savaime suprantama, kad s kmingai prekei rinkoje geros kokyb turi ir tinkam viet esam ir potenciali vartotoj galvosenoje. Norimos pozicijos vartotoj galvosenoje pasiekimas (arb a nepasiekimas) yra s kmingo (ar nes kmingo) pozicionavimo rezultatas. tur t b ti pozicionuojama rinkoje. Tyrimo objektas: prek s pozicionavimas rinkoje. Tyrimo tikslas: iai informacij apie prek s pozicionavimo koncepcij viet s rinkoje, kaip rekomendacijas s kmingai gyvendinti prek s pozicionavim rinkoje. Tyrimo metodai: atliekant teorin prek s pozicionavimo rinkoje tyrim , naudota sistemin bei lyginamoji mokslin s literat ros analiz .Prek s pozicionavimo koncepcija: Mokslin je marketingo literat roje galima rasti labai daug skirting prek s pozicionavimo rinkoje apibr . Boone ir Kurtz (2001) pozicionavimo koncepcij apib dina kaip prek s traukim tam tikr viet potenciali pirk j galvose. Autoriai Etzel, Walker ir Stanton (1997) marketing apib dina kaip vadybinink sugeb jim atkreipti vartotoj d mes prek ir palankiai diferencijuoti (pozicionuoti) j tarp kit preki . Jungtini Amerikos Valstij mokslininkai Ries ir Trout (1986) kit marketingo teoretik , teigdami, kad pozicionavimas vertinti ir suprasti savo ir konkurent preki pozicij prek s rinkoje.Pozicionavimas n ra tai, k darome prekei, tai – kaip veikiate potencialaus pirk laiko ir k rybiniu s, paslaugos, mon s ar iau pozicionuojant nedaroma Tuo tarpu Kotler (2006) teigia pinimas, kad prek , atskir ir norim viet i preki tikslini vartotoj mintyse. Apibendrinant – prek s pozicija rinkoje yra vartotojo suvokimas apie prek s atributus, palyginant juos su konkuruojan ios prek s atributais. Kiekvienas pirk jas kasdien daro daug ir vairi apsisprendim pirkti. nuolatinio preki jai paprastai prekes grupuoja, arba pozicionuoja savo m stysenoje, tam, kad supaprastint ir sutrumpint savo sprendimo pirkti pri mimo proces .Kad pirk jai nepozicionuot preki bandyti veikti pirk j suvokim apie prek . 3. 4. 5. 6. 7. 8. 9. 10. Ferrel, P. Marketing 10th edition / Boston, 1997. 11. Fill, Ch. Marketing communications: engagement, strategies and practice / Harlow, 2006. 12. Grancutt, J. Marketing: essential principles, new rea lities / J. Grancutt, P. Leadley, P. Forsyth. London, 2004. 13. Holley, G. Market -Focused resources, competitive positioning and firm performance / G. Holley, G. Greenley, J. Fahy and J. Cadogan //Journal of Marketing Management,2001, No 5/6, p 503-520. 14. Hooley, G. Marketing strategy and competitive positioning / G. Hooley, J.Saunders, F. N. Piercy. Prentice Hall, 2005. 15. Hutt, M. D. Business marketing management. 8th edition /M. D. Hutt, T. W. Spech. Prentice Hall, 2004. 16. Janonis, V. Brand Image Formation / V. Janonis, R. Virvilait // 78-90. 17. Kalafatis S. P. , Positioning strategies in business markets / S. P. Kalafatis, M. H. Tsogas, C. Blankson // Journal of business and industrial marketing. No 6, 2000 p. 416-437. 18. Knox S. Positioning and branding your organization // Journal of Product and Brand management, Nr. 2, 2004. 19. Kotler, Ph. Marketing management 12th edition / Ph. Kotler, K. L. Keller. Upper Saddle River, 2006. 20. Kotler, Ph.Principles of marketing: 6 th edition / Ph. Kotler, Armstrong, G. New Jersey, 1994. 21. Kotler, Ph. Rinkodaros principai / Ph. Kotler, G. Armstrong, J. Saunders, V. Wong. Kaunas, 2003. 22. Kotler, Ph. A framework for marketing management. Third edition. / Ph. Kotler, K. L. Keller. Upper Saddle River, 2007. 23. Lamb, W. Jr. Marketing. 7th edition / W. Lamb, Jr. , W. Hair. Jr. , C. McDaniel. Thompson south Western, 2004. Pozicionavimo pagrind postulat sudaro vienas svarbiausi marketingo s skirtingi, ir prek absoliu iai vardyti STP modelio naudojimo prasm potencialiai jo norintiems ir j galintiems vartotojams prek pasi lyti?Tam naudojami pirmieji du STP modelio s rinkos nustatymas. Tik po to prek gali b ti pozicionuojama – nustatoma jos pozicija tikslini vartotoj galvosenoje. tai nuomoni apie konkuruojan ias prekes (preki pozicij pasirinktos grup s asmen s mon je schema (Pajuodis, 2000). stymo pozicionavimo strategijas, mon nustato savo viet rinkoje vartotoj ir konkurent sti d l vartotoj grupi (segment ), kurioms bandys daryti poveik , ir kartu d l savo veiklos profilio, kuris patenkint min t vartotoj segment reikalavimus (tikslin s rinkos strategija). s irstomas etapais.Skirtingi autoriai pateikia skirting etap skai i , skiriasi ir j daugelio mokslinink si lomus prek straipsnio autor s pateikia tok j skai i konkuruojan i preki ; apsisprendimo atribut identifikavimas ir j vertinimas; esamos prek s pozicijos nustatymas; lapio suk rimas; norimos pozicijos rinkoje nustatymas; pozicionavimo arba perpozicionavimo strategijos parinkimas; pozicionavimo teiginio suk rimas. Konkuruojan i preki pozicionavimo r mus prekei, pirmiausia reikia nustatyti nario kategorij , kitas prekes, kurios konkuruoja su preke ir gali b ti jos pakaitalai.Geriausias b ias prekes yra kiekybinis tyrimo apklausa, nes , kuris paprastai respondent ias prekes, galima naudoti ir giluminio interviu metod , ta laiko s naudas ir efektyvum , patogiau atlikti vartotoj apklaus . G. J. Hooley, J. A. Saunders ir N. F Piercy (20 06) teigia, jog iomis prek mis; Konkurencija preki grup je; poreik Konkurencija su kitomis t pat tenkinan iomis prek mis; Konkuruoti to paties poreikio lygmenyje. Taigi nustatant konkurentus svarbu ne tik identifikuoti visas prekes, esan ias toje pa ioje parduotuv s lentynoje, bet ir nustatyti, kas konkuruoja su visa lentyna. teikiami naudos aspektai yra tinkami vartotojams. Anot D. A. Aaker (2005), atributas s savybes ir naud vartotojui, bet ir asociacijas su prek s vartojimu ir vartotoju. Kit mokslinink – (G. J. Hooley, J. A. igimu, atributus geriausia yra grup . Pasak identifikuoti naudojant kokybin tyrimo metod V. Dik iaus (2006) tam gali b ti naudojamos tokios projekcin s asociacijos, testas, temos suvokimo testas, vaidmen vaidinimas. Atrinki atributai bus vertingi tik t pozicionavimo instrumentas, skirtas tiksliai vizualiai apibr vietoje pagal psichologinius veiksnius yra mon s prek s, palyginti su prek mis.Norint nustatyti, kaip skirtingi preki pasi lymai yra suvokiami rinkoje, turi b ti numatomi pagrindiniai prek s atributai, pagal kuriuos suvokiama prek kaip tokia. Labai didel rezultatas) turi b rim . Tolesn l kes ius bei pirmum , ir kaip j plane atrodo prek su savomis savyb mis. Tam tikslui pasiekti ir sudaromas lapis. lapyje yra tas, kuris reprezentuoja labiausiai apsisprendimo atribut kombinacij ideali prek . mon s pasirenka norim savo prek s pozicij kuo ar iau idealios prek s pozicijos. augelis mokslinink (Fill, 2006; Kotler, 2007; Armstrong, 2004; Doyle, Stern, 2006) s pozicionavimo rinkoje Pagal prek s savybes; Pagal prek s teikiam naud ; Pagal vartojimo b d ar situacij ; Pagal vartotoj ; Pagal konkurent ; Pagal preki grup ; Pagal kokyb ar kain ; Pagal kult rinius simbolius ar kilm . Svarbu pamin ra diskre tiesiog dalys sud ting hibridini strategij , kurias pozicionuodami prekes rinkoje, naudoja marketologai. 1. X-YZ makromodelis; 2. I-D-U mezomodelis; 3. a-b-e mikromodelis.Juose nurodoma, kas yra pozicionuojama, kam tai yra skiriama, kas turi b ti pabr Atlikus teorin prek s pozicionavimo rinkoje studij , Pozicionavimas yra svarbiausias instrumentas norint pasiekti norim prek s pozicij esam ir potenciali vartotoj galvosenoje. Dauguma marketingo srities mokslinink prek s pozicionavim rinkoje apibr pinim , kad prek , atskir ir norim viet i preki tikslini vartotoj mintyse. Prek s pozicija formuojama per prek s atribut suvokim , lyginant su konkuruojan iomis prek mis. Prek s pozicionavimas yra neatskiriama ir pati svarbiausia STP modelio dalis.Jei pirmi STP mode ar nepilnai, s kmingai pozicionuoti prek s rinkoje nepavyks. Apibendrinant daugelio mokslinink nuomones, akivaizdu, kad prek s pozicionavimas rinkoje yra sud tingas ir t stinis procesas. Pozicionuodami prek gali b 1) Konkuruojan i preki ; 2) Apsisprendimo atribut identifikavimas ir j vertinimas; 3) Esamos prek s pozicijos nustatymas; 4) lapio suk rimas; 5) Norimos pozicijos rinkoje nustatymas; 6) Pozicionavimo arba perpozicionavimo strategijos parinkimas; 7) Poz icionavimo teiginio suk rimas. prek s pozicionavimas, prek s pozicionavimo etapai, lapis, pozicionavimo ir perpozicionavimo strategija, pozicionavimo teiginys. rieinamumas, pelningumas. Svarbu pateikti atribut , kurio nesi lo konkurentai, arba atribut pateikti specialia forma. nusta ius vartotoj apsisprendimo atributus, reikia numatyti, kaip pagal juos vartotojai vertina prek ir konkurent prekes. Tam geriausiai tinka kokybiniai vertinti prek ir konkurent prekes pagal svarbiausius apsisprendimo technikas, kurias V. Pranulis (1998) rio matavimo vertinimo skal s, Likerto (sumini vertinim ) skal , semantin diferencialin skal , Stapel skal vertinimo skal , fiksuotos sumos skal r , por pasirinkimo skal . The article has been reviewed.