Performance Management Essay

Activity 1: The business life today becomes more challenging for the companies and employees, where the organizations want to attract employees with high qualifications and professional experience with lower salary. On the other side the employees looking for jobs develop their qualifications with high (or reasonable) salary. And here is the challenge. This challenge could be managed by something called performance management, where it will give the balance to the relationship between the two sides. Performance management is process used to recognize, encourage, determine, evaluate, develop and reward the employee performance. And this will grease the circle and shrink the gap and toward achieving the organization objectives. Any effective performance management system must include these components: 1. Performance Planning: Performance planning is the first crucial component of any performance management process which forms the basis of performance appraisals. Performance planning is jointly done by the appraise and also the reviewer in the beginning of a performance session. During this period, the employees decide upon the targets and the key performance areas which can be performed over a year within the performance budget. This is finalized after a mutual agreement between the reporting officer and the employee. 2. Performance Appraisal and Reviewing: The appraisals are normally performed twice in a year in an organization in the form of mid reviews and annual reviews which is held in the end of the financial year. In this process, the appraisee first offers the self filled up ratings in the self appraisal form and also describes his/her achievements over a period of time in quantifiable terms. After the self appraisal, the final ratings are provided by the appraiser for the quantifiable and measurable achievements of the employee being appraised. The entire process of review seeks an active participation of both the employee and the appraiser for analyzing the causes of loopholes in the performance and how it can be overcome. This has been discussed in the performance feedback section. 3. Feedback on the Performance followed by personal counseling and performance facilitation: Feedback and counseling is given a lot of importance in the performance management process. This is the stage in which the employee acquires awareness from the appraiser about the areas of improvements and also information on whether the employee is contributing the expected levels of performance or not. The employee receives an open and a very transparent feedback and along with this the training and development needs of the employee is also identified. The appraiser adopts all the possible steps to ensure that the employee meets the expected outcomes for an organization through effective personal counseling and guidance, mentoring and representing the employee in training programmes which develop the competencies and improve the overall productivity. 4. Rewarding good performance: This is a very vital component as it will determine the work motivation of an employee. During this stage, an employee is publicly recognized for good performance and is rewarded. This stage is very sensitive for an employee as this may have a direct influence on the self esteem and achievement orientation. Any contributions duly recognized by an organization helps an employee in coping up with the failures successfully and satisfies the need for affection. 5. Performance Improvement Plans: In this stage, fresh set of goals are established for an employee and new deadline is provided for accomplishing those objectives. The employee is clearly communicated about the areas in which the employee is expected to improve and a stipulated deadline is also assigned within which the employee must show this improvement. This plan is jointly developed by the appraisee and the appraiser and is mutually approved. 6. Potential Appraisal: Potential appraisal forms a basis for both lateral and vertical movement of employees. By implementing competency mapping and various assessment techniques, potential appraisal is performed. Potential appraisal provides crucial inputs for succession planning and job rotation. Good performance management will result to good motivation for the employees. Such thing will take us to discusses theory x and theory y. If we assumes the employee is lazy and doesn’t like to work, where he will avoid taking responsibili ties and duties, and he works for getting the salary only. Then the attitude toward the employee will be similar to mind image, So, there is a hidden guidance line will prove that imagination in the real life. And the opposite thing is right. Where if we considered the employee is responsibility seeker and challengeable and like the work. We will consider him as creative, where we will motivate him and develop his career and knowledge to be innovative in the work. In the performance management system the organizations relies on the appraisal system to build the appropriate reward theme for employees who are under evaluation. Where the reward is the result of the employee performance and it will represent the pleasure of that performance by the organization or in other words it is the return on investment of the employee’s skills, time and efforts. The fair and reasonable reward will lead the employee to be in motivation situation, and on top of that it will give the feeling of loyalty in the organization, also the fair reward system w ill increase the satisfaction level and will make innovative culture in the organization. The reward that is given to the employee could be financially and could be non-financially. For example the financial rewards could be cash compensation, commission or bonuses which are considered as direct compensations, on the other hand there are non-financial rewards one example of them is the life insurance for the employee himself only or his family as well. We know that the performance management is a process not an event. Performance management is not another term for personal appraisal. It is a process that brings together and manages all the factors that affect performance, treating the individual as a vital component but not the only component in a multifaceted aspect of management Well, in the performance management, the key elements to be considered while managing the poor or good performance are: * The level of performance to be achieved. * the competences needed to achieve this level of performance * the activities and resources needed to motivate and empower people * the monitoring and review mechanisms that measure performance and compare results with targets * the measures taken to improve performance and attain best practice * the measures taken to ensure the planned targets and competences are the right ones for the organization and its stakeholders Performance Review & Development Plan is an evaluative tool to be used for all administrative staff and managers. It allows on an annual basis for each supervisor and employee to: Clarify and define areas of responsibility; jointly set performance objectives for the next review period; set measurable standards for performance; review objectives and performance; and identify and address developmental needs. In terms of potential outcomes of a performance review, high ratings (significantly exceeds expectations) will result in the recognition of extremely strong performance and lead to the identification of performance objectives or other assignments which may provide additional opportunities to obtain further skills and experience, as well as the establishment of development goals to continue the employee’s professional/personal development and growth. With moderate ratings (fully meets expectations), the supervisor and employee identify upcoming performance objectives and outline the ways in which job expectations and standards could be exceeded in future. Development goals that will support the employee to reach greater achievements should be established. In the event of low ratings (needs improvement), the supervisor and employee should clearly identify areas where performance can be improved, review what support and assistance may be required in order to realize such improvements, and establish development goals stemming from that discussion. During the course of the following review period, particular attention should be placed on areas needing improvement, with ongoing communication between the supervisor and employee regarding progress made. Frequency and Timing Performance reviews are conducted on an annual basis and should be completed by the immediate supervisor and submitted to Human Resources no later than August 1 of each year. All new employees undergo a performance review by the conclusion of their probationary term, and on an annual basis by August 1 thereafter. The supervisor may waive an annual performance review if it falls within three months of the probationary review Process 1. Setting Performance Objectives and Development Goals for the Review Period At the beginning of the cycle, the supervisor and employee meet to review the employee’s position and key responsibilities and establish performance objectives and development goals for the review period. Performance Objectives: * should establish between 3 and 5 objectives for a given year; * should be specific, measurable, and attainable within the time frame identified (multi-year objectives should be broken down into smaller components); * should be reflective of the employee’s role level; * should not be above and beyond the employee’s current duties, but reflective of his/her responsibilities within the context of the department’s goals and priorities for the upcoming year. Development Goals: In establishing new development goals, the supervisor and employee should consider: * areas of performance requiring improvement; particularly those with ratings of needs improvement; * training needs arising from the performance objectives set for the following review period, including situations where there are anticipated changes to responsibilities or technologies and where an employee may be assisted to gain the necessary skills and/or knowledge; and * Areas of personal interest for professional development and growth, as they relate to future potential opportunities at the university. The development plan should identify specific and measurable goals with a recommended course of action. Such goals may include: providing additional or more focused direction and guidance to enhance current performance; providing specific training opportunities related to job responsibilities; supporting enrolment in formal educational programs related to job responsibilities; encouraging the reading of publications related to work performed; supporting participation in professional organizations related to areas of responsibility; and/or delegating assignments to provide opportunities to acquire new skills. Throughout the year, employees should be provided with the necessary supervisory guidance, direction and feedback. Performance objectives should be periodically reviewed to ensure they remain valid and realistic and, if required, modified or removed. 2. Preparing for the Performance Interview: In late May or early June the immediate supervisor should: a. provide a copy of the Performance Review & Development Plan Guide and Form to the employee; b. schedule a review meeting with the employee with a minimum of two weeks’ notice; and c. prepare for the interview. 3. Conducting the Performance Interview The purpose of the interview is to promote increased communication and understanding between immediate supervisors and employees through discussion of the following: the accomplishment of performance objectives identified in the previous review, and any factors affecting their attainment; the degree to which development goals were met; strengths and weaknesses related to the performance factors; the development of performance objectives for the next review period; and the establishment of new development goals for the next review period. 4. Completing and Filing the Documentation – Comments and Signature by Immediate Supervisor and Employee – Approval stage. Activity 2: The discussed issue was the reduction in sales level from the side of excellent employee in the organization, where the employee has some strength such as he is well organized, answering too many queries and continues following up with the customers issues. On the other side he faced a problem where he was alone for last six months in the call center, where his colleague left the job. So, the overload was handled by only one employee, where it was terrible thing. But the weakness in the whole story was the bad communication from the employee to the management, where he kept quiet and didn’t report the problem to the management. After the discussion we agreed to give him promotion because of his great performance regardless the reduction in the sale, and he will follow a development program in communication skills. As well as that, I agreed with the management to hire another two employees with him to hold some duties with him. Here we can say that the problem solved and we guaranteed to do not repeat again, and established a development program to the employee to improve his skills. Reference: 1) C.LEATHERBARROW, J.FLETCHER and D.CURRIE (2010), Introduction to Human Recourse Management, a guide to human recourse practice. Second Edition. London, Chartered Institute of Professional Development.

Prelude to Foundation Chapter 14 Billibotton

DAHL-†¦ Oddly enough, the best-known aspect of this sector is Billibotton, a semi-legendary place about which innumerable tales have grown up. In fact, a whole branch of literature now exists in which heroes and adventurers (and victims) must dare the dangers of passing through Billibotton. So stylized have these stories become that the one well-known and, presumably, authentic tale involving such a passage, that of Hari Seldon and Dors Venabili, has come to seem fantastic simply by association†¦ Encyclopedia Galactica 66. When Hari Seldon and Dors Venabili were alone, Dors asked thoughtfully, â€Å"Are you really planning to see this ‘Mother' woman?† â€Å"I'm thinking about it, Dors.† â€Å"You're an odd one, Hari. You seem to go steadily from bad to worse. You went Upperside, which seemed harmless enough, for a rational purpose when you were in Streeling. Then, in Mycogen, you broke into the Elders' aerie, a much more dangerous task, for a much more foolish purpose. And now in Dahl, you want to go to this place, which that young man seems to think is simple suicide, for something altogether nonsensical.† â€Å"I'm curious about this reference to Earth-and must know if there's anything to it.† Dors said, â€Å"It's a legend and not even an interesting one. It is routine. The names differ from planet to planet, but the content is the same. There is always the tale of an original world and a golden age. There is a longing for a supposedly simple and virtuous past that is almost universal among the people of a complex and vicious society. In one way or another, this is true of all societies, since everyone imagines his or her own society to be too complex and vicious, however simple it may be. Mark that down for your psychohistory.† â€Å"Just the same,† said Seldon, â€Å"I have to consider the possibility that one world did once exist. Aurora†¦ Earth†¦ the name doesn't matter. In fact-â€Å" He paused and finally Dors said, â€Å"Well?† Seldon shook his head. â€Å"Do you remember the hand-on-thigh story you told me in Mycogen? It was right after I got the Book from Raindrop Forty-Three†¦ Well, it popped into my head one evening recently when we were talking to the Tisalvers. I said something that reminded me, for an instant-â€Å" â€Å"Reminded you of what?† â€Å"I don't remember. It came into my head and went out again, but somehow every time I think of the single-world notion, it seems to me I have the tips of my fingers on something and then lose it.† Dors looked at Seldon in surprise. â€Å"I don't see what it could be. The hand-on-thigh story has nothing to do with Earth or Aurora.† â€Å"I know, but this†¦ thing†¦ that hovers just past the edge of my mind seems to be connected with this single world anyway and I have the feeling that I must find out more about it at any cost. That†¦ and robots.† â€Å"Robots too? I thought the Elders' aerie put an end to that.† â€Å"Not at all. I've been thinking about them.† He stared at Dors with a troubled look on his face for a long moment, then said, â€Å"But I'm not sure.† â€Å"Sure about what, Hari?† But Seldon merely shook his head and said nothing more. Dors frowned, then said, â€Å"Hari, let me tell you one thing. In sober history-and, believe me, I know what I'm talking about there is no mention of one world of origin. It's a popular belief, I admit. I don't mean just among the unsophisticated followers of folklore, like the Mycogenians and the Dahlite heatsinkers, but there are biologists who insist that there must have been one world of origin for reasons that are well outside my area of expertise and there are the more mystical historians who tend to speculate about it. And among the leisure-class intellectuals, I understand such speculations are becoming fashionable. Still, scholarly history knows nothing about it.† Seldon said, â€Å"All the more reason, perhaps, to go beyond scholarly history. All I want is a device that will simplify psychohistory for me and I don't care what the device is, whether it is a mathematical trick or a historical trick or something totally imaginary. If the young man we've just talked to had had a little more formal training, I'd have set him on the problem. His thinking is marked by considerable ingenuity and originality-â€Å" Dors said, â€Å"And you're really going to help him, then?† â€Å"Absolutely. Just as soon as I'm in a position to.† â€Å"But ought you to make promises you're not sure you'll be able to keep?† â€Å"I want to keep it. If you're that stiff about impossible promises, consider that Hummin told Sunmaster Fourteen that I'd use psychohistory to get the Mycogenians their world back. There's just about zero chance of that. Even if I work out psychohistory, who knows if it can be used for so narrow and specialized a purpose? There's a real case of promising what one can't deliver.† But Dors said with some heat, â€Å"Chetter Hummin was trying to save our lives, to keep us out of the hands of Demerzel and the Emperor. Don't forget that. And I think he really would like to help the Mycogenians.† â€Å"And I really would like to help Yugo Amaryl and I am far more likely to be able to help him than I am the Mycogenians, so if you justify the second, please don't criticize the first. What's more, Dors†-and his eyes flashed angrily-â€Å"I really would like to find Mother Rittah and I'm prepared to go alone.† â€Å"Never!† snapped Dors. â€Å"If you go, I go.† 67. Mistress Tisalver returned with her daughter in tow an hour after Amaryl had left on this way to his shift. She said nothing at all to either Seldon or Dors, but gave a curt nod of her head when they greeted her and gazed sharply about the room as though to verify that the heatsinker had left no trace. She then sniffed the air sharply and looked at Seldon accusingly before marching through the common room into the family bedroom. Tisalver himself arrived home later and when Seldon and Dors came to the dinner table, Tisalver took advantage of the fact that his wife was still ordering some last-minute details in connection with the dinner to say in a low voice, â€Å"Has that person been here?† â€Å"And gone,† said Seldon solemnly. â€Å"Your wife was out at the time.† Tisalver nodded and said, â€Å"Will you have to do this again?† â€Å"I don't think so,† said Seldon. â€Å"Good.† Dinner passed largely in silence, but afterward, when the daughter had gone to her room for the dubious pleasures of computer practice, Seldon leaned back and said, â€Å"Tell me about Billibotton.† Tisalver looked astonished and his mouth moved without any sound issuing. Casilia, however, was less easily rendered speechless. She said, â€Å"Is that where your new friend lives? Are you going to return the visit?† â€Å"So far,† said Seldon quietly, â€Å"I have just asked about Billibotton.† Casilia said sharply, â€Å"It is a slum. The dregs live there. No one goes there, except the filth that make their homes there.† â€Å"I understand a Mother Rittah lives there.† â€Å"I never heard of her,† said Casilia, her mouth closing with a snap. It was quite clear that she had no intention of knowing anyone by name who lived in Billibotton. Tisalver, casting an uneasy look at his wife, said, â€Å"I've heard of her. She's a crazy old woman who is supposed to tell fortunes.† â€Å"And does she live in Billibotton?† â€Å"I don't know, Master Seldon. I've never seen her. She's mentioned sometimes in the news holocasts when she makes her predictions.† â€Å"Do they come true?† Tisalver snorted. â€Å"Do predictions ever come true? Hers don't even make sense.† â€Å"Does she ever talk about Earth?† â€Å"I don't know. I wouldn't be surprised.† â€Å"The mention of Earth doesn't puzzle you. Do you know about Earth?† Now Tisalver looked surprised. â€Å"Certainly, Master Seldon. It's the world all people came from†¦ supposedly.† â€Å"Supposedly? Don't you believe it?† â€Å"Me? I'm educated. But many ignorant people believe it.† â€Å"Are there book-films about Earth?† â€Å"Children's stories sometimes mention Earth. I remember, when I was a young boy, my favorite story began, ‘Once, long ago, on Earth, when Earth was the only planet-‘ Remember, Casilia? You liked it too.† Casilia shrugged, unwilling to bend as yet. â€Å"I'd like to see it sometime,† said Seldon, â€Å"but I mean real book-films†¦ uh†¦ learned ones†¦ or films†¦ or printouts.† â€Å"I never heard of any, but the library-â€Å" â€Å"I'll try that.-Are there any taboos about speaking of Earth?† â€Å"What are taboos?† â€Å"I mean, is it a strong custom that people mustn't talk of Earth or that outsiders mustn't ask about it?† Tisalver looked so honestly astonished that there seemed no point in waiting for an answer. Dors put in, â€Å"Is there some rule about outsiders not going to Billibotton?† Now Tisalver turned earnest. â€Å"No rule, but it's not a good idea for anyone to go there. I wouldn't.† Dors said, â€Å"Why not?† â€Å"It's dangerous. Violent! Everyone is armed.-I mean, Dahl is an armed place anyway, but in Billibotton they use the weapons. Stay in this neighborhood. It's safe.† â€Å"So far,† said Casilia darkly. â€Å"It would be better if we left altogether. Heatsinkers go anywhere these days.† And there was another lowering look in Seldon's direction. Seldon said, â€Å"What do you mean that Dahl is an armed place? There are strong Imperial regulations against weapons.† â€Å"I know that,† said Tisalver, â€Å"and there are no stun guns here or percussives or Psychic Probes or anything like that. But there are knives.† He looked embarrassed. Dors said, â€Å"Do you carry a knife, Tisalver?† â€Å"Me?† He looked genuinely horrified. â€Å"I am a man of peace and this is a safe neighborhood.† â€Å"We have a couple of them in the house,† said Casilia, sniffing again. â€Å"We're not that certain this is a safe neighborhood.† â€Å"Does everyone carry knives?† asked Dors. â€Å"Almost everyone, Mistress Venabili,† said Tisalver. â€Å"It's customary. But that doesn't mean everyone uses them.† â€Å"But they use them in Billibotton, I suppose,† said Dors. â€Å"Sometimes. When they're excited, they have fights.† â€Å"And the government permits it? The Imperial government, I mean?† â€Å"Sometimes they try to clean Billibotton up, but knives are too easy to hide and the custom is too strong. Besides, it's almost always Dahlites that get killed and I don't think the Imperial government gets too upset over that.† â€Å"What if it's an outsider who gets killed?† â€Å"If it's reported, the Imperials could get excited. But what happens is that no one has seen anything and no one knows anything. The Imperials sometimes round up people on general principles, but they can never prove anything. I suppose they decide it's the outsiders' fault for being there.-So don't go to Billibotton, even if you have a knife.† Seldon shook his head rather pettishly. â€Å"I wouldn't carry a knife. I don't know how to use one. Not skillfully.† â€Å"Then it's simple, Master Seldon. Stay out.† Tisalver shook his head portentously. â€Å"Just stay out.† â€Å"I may not be able to do that either,† said Seldon. Dors glared at him, clearly annoyed, and said to Tisalver, â€Å"Where does one buy a knife? Or may we have one of yours?† Casilia said quickly, â€Å"No one takes someone else's knife. You must buy your own.† Tisalver said, â€Å"There are knife stores all over. There aren't supposed to be. Theoretically they're illegal, you know. Any appliance store sells them, however. If you see a washing machine on display, that's a sure sign.† â€Å"And how does one get to Billibotton?† asked Seldon. â€Å"By Expressway.† Tisalver looked dubious as he looked at Dors's frowning expression. Seldon said, â€Å"And once I reach the Expressway?† â€Å"Get on the eastbound side and watch for the signs. But if you must go, Master Seldon†-Tisalver hesitated, then said-â€Å"you mustn't take Mistress Venabili. Women sometimes are treated†¦ worse.† â€Å"She won't go,† said Seldon. â€Å"I'm afraid she will,† said Dors with quiet determination. 68. The appliance store dealer's mustache was clearly as lush as it had been in his younger days, but it was grizzled now, even though the hair on his head was still black. He touched the mustache out of sheer habit as he gazed at Dors and brushed it back on each side. He said, â€Å"You're not a Dahlite.† â€Å"Yes, but I still want a knife.† He said, â€Å"It's against the law to sell knives.† Dors said, â€Å"I'm not a policewoman or a government agent of any sort. I'm going to Billibotton.† He stared at her thoughtfully. â€Å"Alone?† â€Å"With my friend.† She jerked her thumb over her shoulder in the direction of Seldon, who was waiting outside sullenly. â€Å"You're buying it for him?† He stared at Seldon and it didn't take him long to decide. â€Å"He's an outsider too. Let him come in and buy it for himself.† â€Å"He's not a government agent either. And I'm buying it for myself.† The dealer shook his head. â€Å"Outsiders are crazy. But if you want to spend some credits, I'll take them from you.† He reached under the counter, brought out a stub, turned it with a slight and expert motion, and the knife blade emerged. â€Å"Is that the largest you have?† â€Å"Best woman's knife made.† â€Å"Show me a man's knife.† â€Å"You don't want one that's too heavy. Do you know how to use one of these things?† â€Å"I'll learn and I'm not worried about heavy. Show me a man's knife.† The dealer smiled. â€Å"Well, if you want to see one-â€Å" He moved farther down the counter and brought up a much fatter stub. He gave it a twist and what appeared to be a butcher's knife emerged. He handed it to her, handle first, still smiling. She said, â€Å"Show me that twist of yours.† He showed her on a second knife, slowly twisting one way to make the blade appear, then the other way to make it disappear. â€Å"Twist and squeeze,† he said. â€Å"Do it again, sir.† The dealer obliged. Dors said, â€Å"All right, close it and toss me the haft.† He did, in a slow upward loop. She caught it, handed it back, and said, â€Å"Faster.† He raised his eyebrows and then, without warning, backhanded it to her left side. She made no attempt to bring over her right hand, but caught it with her left and the blade showed tumescently at once-then disappeared. The dealer's mouth fell open. â€Å"And this is the largest you have?† she said. â€Å"It is. If you try to use it, it will just tire you out.† â€Å"I'll breathe deeply. I'll take a second one too.† â€Å"For your friend?† â€Å"No. For me.† â€Å"You plan on using two knives?† â€Å"I've got two hands.† The dealer sighed. â€Å"Mistress, please stay out of Billibotton. You don't know what they do to women there.† â€Å"I can guess. How do I put these knives on my belt?† â€Å"Not the one you've got on, Mistress. That's not a knife belt. I can sell you one, though.† â€Å"Will it hold two knives?† â€Å"I might have a double belt somewhere. Not much call for them.† â€Å"I'm calling for them.† â€Å"I may not have it in your size.† â€Å"Then we'll cut it down or something.† â€Å"It will cost you a lot of credits.† â€Å"My credit tile will cover it.† When she emerged at last, Seldon said sourly, â€Å"You look ridiculous with that bulky belt.† â€Å"Really, Hari? Too ridiculous to go with you to Billibotton? Then let's both go back to the apartment.† â€Å"No. I'll go on by myself. I'll be safer by myself.† Dors said, â€Å"There is no use saying that, Hari. We both go back or we both go forward. Under no circumstances do we separate.† And somehow the firm look in her blue eyes, the set to her lips, and the manner in which her hands had dropped to the hafts at her belt, convinced Seldon she was serious. â€Å"Very well,† he said, â€Å"but if you survive and if I ever see Hummin again, my price for continuing to work on psychohistory-much as I have grown fond of you-will be your removal. Do you understand?† And suddenly Dors smiled. â€Å"Forget it. Don't practice your chivalry on me. Nothing will remove me. Do you understand?† 69. They got off the Expressway where the sign, flickering in the air, said: BILLIBOTTON. As perhaps an indication of what might be expected, the second ‘I' was smeared, a mere blob of fainter light. They made their way out of the car and down to the walkway below. It was early afternoon and at first glance, Billibotton seemed much like the part of Dahl they had left. The air, however, had a pungent aroma and the walkway was littered with trash. One could tell that auto-sweeps were not to be found in the neighborhood. And, although the walkway looked ordinary enough, the atmosphere was uncomfortable and as tense as a too-tightly coiled spring. Perhaps it was the people. There seemed the normal number of pedestrians, but they were not like pedestrians elsewhere, Seldon thought. Ordinarily, in the press of business, pedestrians were self-absorbed and in the endless crowds on the endless thoroughfares of Trantor, people could only survive-psychologically-by ignoring each other. Eyes slid away. Brains were closed off. There was an artificial privacy with each person enclosed in a velvet fog of his or her own making. Or there was the ritualistic friendliness of an evening promenade in those neighborhoods that indulged in such things. But here in Billibotton, there was neither friendliness nor neutral withdrawal. At least not where outsiders were concerned. Every person who passed, moving in either direction, turned to stare at Se ldon and Dors. Every pair of eyes, as though attached by invisible cords to the two outsiders, followed them with ill will. The clothing of the Billibottoners tended to be smudged, old, and sometimes corn. There was a patina of ill-washed poverty over them and Seldon felt uneasy at the slickness of his own new clothes. He said, â€Å"Where in Billibotton does Mother Rittah live, do you suppose?† â€Å"I don't know,† said Dors. â€Å"You brought us here, so you do the supposing. I intend to confine myself to the task of protection and I think I'm going to find it necessary to do just that.† Seldon said, â€Å"I assumed it would only be necessary to ask the way of any passerby, but somehow I'm not encouraged to do so.† â€Å"I don't blame you. I don't think you'll find anyone springing to your assistance.† â€Å"On the other hand, there are such things as youngsters.† He indicated one with a brief gesture of one hand. A boy who looked to be about twelve-in any case young enough to lack the universal adult male mustache had come to a full halt and was staring at them. Dors said, â€Å"You're guessing that a boy that age has not yet developed the full Billibottonian dislike of outsiders.† â€Å"At any rate,† said Seldon, â€Å"I'm guessing he is scarcely large enough to have developed the full Billibottonian penchant for violence. I suppose he might run away and shout insults from a distance if we approach him, but I doubt he'll attack us.† Seldon raised his voice. â€Å"Young man.† The boy took a step backward and continued to stare. Seldon said, â€Å"Come here,† and beckoned. The boy said, â€Å"Wa' for, guy?† â€Å"So I can ask you directions. Come closer, so I don't have to shout.† The boy approached two steps closer. His face was smudged, but his eyes were bright and sharp. His sandals were of different make and there was a large patch on one leg of his trousers. He said, â€Å"Wa' kind o' directions?† â€Å"We're trying to find Mother Rittah.† The boy's eyes flickered. â€Å"Wa' for, guy?† â€Å"I'm a scholar. Do you know what a scholar is?† â€Å"Ya went to school?† â€Å"Yes. Didn't you?† The boy spat to one side in contempt. â€Å"Nah.† â€Å"I want advice from Mother Rittah-if you'll take me to her.† â€Å"Ya want your fortune? Ya come to Billibotton, guy, with your fancy clothes, so I can tell ya your fortune. All bad.† â€Å"What's your name, young man?† â€Å"What's it to ya?† â€Å"So we can speak in a more friendly fashion. And so you can take me to Mother Rittah's place. Do you know where she lives?† â€Å"Maybe yes, maybe no. My name's Raych. What's in it for me if I take ya?† â€Å"What would you like, Raych?† The boy's eyes halted at Dors's belt. Raych said, â€Å"The lady got a couple o' knives. Gimme one and I'll take ya to Mother Rittah.† â€Å"Those are grown people's knives, Raych. You're too young.† â€Å"Then I guess I'm too young to know where Mother Rittah lives.† And he looked up slyly through the shaggy halt that curtained his eyes. Seldon grew uneasy. It was possible they might attract a crowd. Several men had stopped already, but had then moved on when nothing of interest seemed to be taking place. If, however, the boy grew angry and lashed out at them in word or deed, people would undoubtedly gather. He smiled and said, â€Å"Can you read, Raych?† Raych spat again. â€Å"Nah! Who wants to read?† â€Å"Can you use a computer?† â€Å"A talking computer? Sure. Anyone can.† â€Å"I'll tell you what, then. You take me to the nearest computer store and I'll buy you a little computer all your own and software that will teach you to read. A few weeks and you'll be able to read.† It seemed to Seldon that the boy's eyes sparkled at the thought, but-if so-they hardened at once. â€Å"Nah, Knife or nothin'.† â€Å"That's the point, Raych. You learn to read and don't tell anyone and you can surprise people. After a while you can bet them you can read. Bet them five credits. You can win a few extra credits that way and you can buy a knife of your own.† The boy hesitated. â€Å"Nah! No one will bet me. No one got credits.† â€Å"If you can read, you can get a job in a knife store and you can save your wages and get a knife at a discount. How about that?† â€Å"When ya gonna buy the talking computer?† â€Å"Right now. I'll give it to you when I see Mother Rittah.† â€Å"You got credits?† â€Å"I have a credit tile.† â€Å"Let's see ya buy the computer.† The transaction was carried through, but when the boy reached for it, Seldon shook his head and put it inside his pouch. â€Å"You've got to get me to Mother Rittah first, Raych. Are you sure you know where to find her?† Raych allowed a look of contempt to cross his face. â€Å"Sure I do. I'll take ya there, only ya better hand over the computer when we get there or I'll get some guys I know after you and the lady, so ya better watch out.† â€Å"You don't have to threaten us,† said Seldon. â€Å"We'll take care of our end of the deal.† Raych led them quickly along the walkway, past curious stares. Seldon was silent during the walk and so was Dors. Dors was far less lost in her own thoughts, though, for she clearly remained conscious of the surrounding people at all times. She kept meeting, with a level glare, the eyes of those passersby that turned toward them. On occasion, when there were footsteps behind them, she turned to look grimly back. And then Raych stopped and said, â€Å"In here. She ain't homeless, ya know.† They followed him into an apartment complex and Seldon, who had had the intention of following their route with a view to retracing his steps later, was quickly lost. He said, â€Å"How do you know your way through these alleys, Raych?† The boy shrugged. â€Å"I been loafin' through them since I was a kid,† he said. â€Å"Besides, the apartments are numbered-where they ain't broken off-and there's arrows and things. You can't get lost if you know the tricks.† Raych knew the tricks, apparently, and they wandered deeper into the complex. Hanging over it all was an air of total decay: disregarded debris, inhabitants slinking past in clear resentment of the outsiders' invasion. Unruly youngsters ran along the alleys in pursuit of some game or other. Some of them yelled, â€Å"Hey, get out o' the way!† when their levitating ball narrowly missed Dors. And finally, Raych stopped before a dark scarred door on which the number 2782 glowed feebly. â€Å"This is it,† he said and held out his hand. â€Å"First let's see who's inside,† said Seldon softly. He pushed the signal button and nothing happened. â€Å"It don't work,† said Raych. â€Å"Ya gotta bang. Loud. She don't hear too good.† Seldon pounded his fist on the door and was rewarded with the sound of movement inside. A shrill voice called out, â€Å"Who wants Mother Rittah?† Seldon shouted, â€Å"Two scholars!† He tossed the small computer, with its small package of software attached, to Raych, who snatched it, grinned, and took off at a rapid run. Seldon then turned to face the opening door and Mother Rittah. 70. Mother Rittah was well into her seventies, perhaps, but had the kind of face that, at first sight, seemed to belie that. Plump cheeks, a little mouth, a small round chin slightly doubled. She was very short-not quite 1.5 meters tall-and had a thick body. But there were fine wrinkles about her eyes and when she smiled, as she smiled at the sight of them, others broke out over her face. And she moved with difficulty. â€Å"Come in, come in,† she said in a soft high-pitched voice and peered at them as though her eyesight was beginning to fail. â€Å"Outsiders†¦ Outworlders even. Am I right? You don't seem to have the Trantor smell about you.† Seldon wished she hadn't mentioned smell. The apartment, overcrowded and littered with small possessions that seemed dim and dusty, reeked with food odors that were on the edge of rancidity. The air was so thick and clinging that he was sure his clothes would smell strongly of it when they left. He said, â€Å"You are right, Mother Rittah. I am Hari Seldon of Helicon. My friend is Dors Venabili of Cinna.† â€Å"So,† she said, looking about for an unoccupied spot on the floor where she could invite them to sit, but finding none suitable. Dors said, â€Å"We are willing to stand, Mother.† â€Å"What?† she looked up at Dors. â€Å"You must speak briskly, my child. My hearing is not what it was when I was your age.† â€Å"Why don't you get a hearing device?† said Seldon, raising his voice. â€Å"It wouldn't help, Master Seldon. Something seems to be wrong with the nerve and I have no money for nerve rebuilding.-You have come to learn the future from old Mother Rittah?† â€Å"Not quite,† said Seldon. â€Å"I have come to learn the past.† â€Å"Excellent. It is such a strain to decide what people want to hear.† â€Å"It must be quite an art,† said Dors, smiling. â€Å"It seems easy, but one has to he properly convincing. I earn my fees.† â€Å"If you have a credit outlet,† said Seldon. â€Å"We will pay any reasonable fees if you tell us about Earth-without cleverly designing what you tell us to suit what we want to hear. We wish to hear the truth.† The old woman, who had been shuffling about the room, making adjustments here and there, as though to make it all prettier and more suitable for important visitors, stopped short. â€Å"What do you want to know about Earth?† â€Å"What is it, to begin with?† The old woman turned and seemed to gaze off into space. When she spoke, her voice was low and steady. â€Å"It is a world, a very old planet. It is forgotten and lost.† Dors said, â€Å"It is not part of history. We know that much.† â€Å"It comes before history, child,† said Mother Rittah solemnly. â€Å"It existed in the dawn of the Galaxy and before the dawn. It was the only world with humanity.† She nodded firmly. Seldon said, â€Å"Was another name for Earth†¦ Aurora?† And now Mother Rittah's face misted into a frown. â€Å"Where did you hear that?† â€Å"In my wanderings. I have heard of an old forgotten world named Aurora on which humanity lived in primordial peace.† â€Å"It's a lie.† She wiped her mouth as though to get the taste of what she had just heard out of it. â€Å"That name you mention must never be mentioned except as the place of Evil. It was the beginning of Evil. Earth was alone till Evil came, along with its sister worlds. Evil nearly destroyed Earth, but Earth rallied and destroyed Evil-with the help of heroes.† â€Å"Earth was before this Evil. Are you sure of that?† â€Å"Long before. Earth was alone in the Galaxy for thousands of years-millions of years.† â€Å"Millions of years? Humanity existed on it for millions of years with no other people on any other world?† â€Å"That's true. That's true. That's true.† â€Å"But how do you know all this? Is it all in a computer program? Or a printout? Do you have anything I can read?† Mother Rittah shook her head. â€Å"I heard the old stories from my mother, who heard it from hers, and so on far back. I have no children, so I tell the stories to others, but it may come to an end. This is a time of disbelief.† Dors said, â€Å"Not really, Mother. There are people who speculate about prehistoric times and who study some of the tales of lost worlds.† Mother Rittah made a motion of her arm as though to wipe it away. â€Å"They look at it with cold eyes. Scholarly. They try to fit it in with their notions. I could tell you stories for a year of the great hero Ba-Lee, but you would have no time to listen and I have lost the strength to tell.† Seldon said, â€Å"Have you ever heard of robots?† The old woman shuddered and her voice was almost a scream. â€Å"Why do you ask such things? Those were artificial human beings, evil in themselves and the work of the Evil worlds. They were destroyed and should never be mentioned.† â€Å"There was one special robot, wasn't there, that the Evil worlds hated?† Mother Rittah tottered toward Seldon and peered into his eyes. He could feel her hot breath on his face. â€Å"Have you come to mock me? You know of these things and yet you ask? Why do you ask?† â€Å"Because I wish to know.† â€Å"There was an artificial human being who helped Earth. He was Da-Nee, friend of Ba-Lee. He never died and lives somewhere, waiting for his time to return. None knows when that time will be, but someday he will come and restore the great old days and remove all cruelty, injustice, and misery. That is the promise.† At this, she closed her eyes and smiled, as if remembering†¦ Seldon waited a while in silence, then sighed and said, â€Å"Thank you, Mother Rittah. You have been very helpful. What is your fee?† â€Å"So pleasant to meet Outworlders,† the old woman replied. â€Å"Ten credits. May I offer you some refreshment?† â€Å"No, thank you,† said Seldon earnestly. â€Å"Please take twenty. You need only tell us how to get back to the Expressway from here.-And, Mother Rittah, if you can arrange to have some of your tales of Earth put into a computer disc, I will pay you well.† â€Å"I would need so much strength. How well?† â€Å"It would depend on how long the story is and how well it is told. I might pay a thousand credits.† Mother Rittah licked her lips. â€Å"A thousand credits? But how will I find you when the story is told?† â€Å"I will give you the computer code number at which I can be reached.† After Seldon gave Mother Rittah the code number, he and Dors left, thankful for the comparatively clean odor of the alley outside. They walked briskly in the direction indicated by the old woman. Dors said, â€Å"That wasn't a very long interview, Hari.† â€Å"I know. The surroundings were terribly unpleasant and I felt I had learned enough. Amazing how these folktales tend to magnify.† â€Å"What do you mean, ‘magnify'?† â€Å"Well, the Mycogenians fill their Aurora with human beings who lived for centuries and the Dahlites fill their Earth with a humanity that lived for millions of years. And both talk of a robot that lives forever. Still, it makes one think.† â€Å"As far as millions of years go, there's room for- Where are we going?† â€Å"Mother Rittah said we go in this direction till we reach a rest area, then follow the sign for CENTRAL WALKWAY, bearing left, and keep on following the sign. Did we pass a rest area on the way in?† â€Å"We may be leaving by a route different from the one we came in. I don't remember a rest area, but I wasn't watching the route. I was keeping my eye on the people we passed and-â€Å" Her voice died away. Up ahead the alley swelled outward on both sides. Seldon remembered. They had passed that way. There had been a couple of ratty couch pads resting on the walkway floor on either side. There was, however, no need for Dors to watch passersby going out as she had coming in. There were no passersby. But up ahead in the rest area they spotted a group of men, rather large-sized for Dahlites, mustaches bristling, bare upper arms muscular and glistening under the yellowish indoor light of the walkway. Clearly, they were waiting for the Outworlders and, almost automatically, Seldon and Dors came to a halt. For a moment or two, the tableau held. Then Seldon looked behind him hastily. Two or three additional men had stepped into view. Seldon said between his teeth, â€Å"We're trapped. I should not have let you come, Dors.† â€Å"On the contrary. This is why I'm here, but was it worth your seeing Mother Rittah?† â€Å"If we get out of this, it was.† Seldon then said in a loud and firm voice, â€Å"May we pass?† One of the men ahead stepped forward. He was fully Seldon's height of 1.73 meters, but broader in the shoulders and much more muscular. A bit flabby at the waist, though, Seldon noted. â€Å"I'm Marron,† he said with self-satisfied significance, as though the name ought to have meaning, â€Å"and I'm here to tell you we don't like Outworlders in our district. You want to come in, all right-but if you want to leave, you'll have to pay.† â€Å"Very well. How much?† â€Å"All you've got. You rich Outworlders have credit tiles, right? Just hand them over.† â€Å"No.† â€Å"No point saying no. We'll just take them.† â€Å"You can't take them without killing me or hurting me and they won't work without my voiceprint. My normal voiceprint.† â€Å"That's not so, Master-see, I'm being polite-we can take them away from you without hurting you very much.† â€Å"How many of you big strong men will it take? Nine? No.† Seldon counted rapidly. â€Å"Ten.† â€Å"Just one. Me.† â€Å"With no help?† â€Å"Just me.† â€Å"If the rest of you will clear away and give us room, I would like to see you try it, Marron.† â€Å"You don't have a knife, Master. You want one?† â€Å"No, use yours to make the fight even. I'll fight without one.† Marron looked about at the others and said, â€Å"Hey, this puny guy is a sport. He don't even sound scared. That's sort of nice. It would be a shame to hurt him. I tell you what, Master. I'll take the girl. If you want me to stop, hand over your credit tile and her tile and use your right voices to activate them. If you say no, then after I'm through with the girl†¦ and that'll take some time†-he laughed-â€Å"I'll just have to hurt you.† â€Å"No,† said Seldon. â€Å"Let the woman go. I've challenged you to a fight-one to one, you with a knife, me without. If you want bigger odds, I'll fight two of you, but let the woman go.† â€Å"Stop, Hari!† cried out Dors. â€Å"If he wants me, let him come and get me. You stay right where you are, Hari, and don't move.† â€Å"You hear that?† said Marron, grinning broadly. † ‘You stay right where you are, Hari, and don't move.' I think the little lady wants me. You two, keep him still.† Each of Seldon's arms were caught in an iron grip and he felt the sharp point of a knife in his back. â€Å"Don't move,† said a harsh whisper in his ear, â€Å"and you can watch. The lady will probably like it. Marron's pretty good at this.† Dors called out again. â€Å"Don't move, Hari!† She turned to face Marron watchfully, her half-closed hands poised near her belt. He closed in on her purposefully and she waited till he had come within arm's length, when suddenly her own arms flashed and Marron found himself facing two large knives. For a moment, he leaned backward and then he laughed. â€Å"The little lady has two knives-knives like the big boys have. And I've only got one. But that's fair enough.† His knife was swiftly out. â€Å"I hate to have to cut you, little lady, because it will be more fun for both of us if I don't. Maybe I can just knock them out of your hands, huh?† Dors said, â€Å"I don't want to kill you. I'll do all I can to avoid doing so. Just the same, I call on all to witness, that if I do kill you, it is to protect my friend, as I am honor-bound to do.† Marron pretended to be terrified. â€Å"Oh, please don't kill me, little lady.† Then he burst into laughter and was joined by the other Dahlites present. Marron lunged with his knife, quite wide of the mark. He tried it again, then a third time, but Dors never budged. She made no attempt to fend off any motion that was not truly aimed at her. Marron's expression darkened. He was trying to make her respond with panic, but he was only making himself seem ineffectual. The next lunge was directly at her and Dors's left-hand blade moved flashingly and caught his with a force that pushed his arm aside. Her right-hand blade flashed inward and made a diagonal slit in his T-shirt. A thin bloody line smeared the dark-haired skin beneath. Marron looked down at himself in shock as the onlookers gasped in surprise. Seldon felt the grip on him weaken slightly as the two who held him were distracted by a duel not going quite as they had expected. He tensed himself. Now Marron lunged again and this time his left hand shot outward to enclose Dors's right wrist. Again Dors's left-hand blade caught his knife and held it motionless, while her right hand twisted agilely and drew downward, even as Marron's left hand closed upon it. It closed on nothing but the blade and when he opened his hand there was a bloody line down the palm. Dors sprang back and Marron, aware of the blood on his chest and hand, roared out chokingly, â€Å"Someone toss me another knife!† There was hesitation and then one of the onlookers tossed his own knife underhanded. Marron reached for it, but Dors was quicker. Her right-hand blade struck the thrown knife and sent it flying backward, whirling as it went. Seldon felt the grips on his arms weaken further. He lifted them suddenly, pushing up and forward, and was free. His two captors turned toward him with a sudden shout, but he quickly kneed one in the groin and elbowed the other in the solar plexus and both went down. He knelt to draw the knives of each and rose as double-armed as Dors. Unlike Dors, Seldon did not know how to handle the blades, but he knew the Dahlites would scarcely be aware of that. Dors said, â€Å"Just keep them off, Hari. Don't attack yet.-Marron, my next stroke will not be a scratch.† Marron, totally enraged, roared incoherently and charged blindly, attempting by sheer kinetic energy to overwhelm his opponent. Dors, dipping and sidestepping, ducked under his right arm, kicked her foot against his right ankle, and down he crashed, his knife flying. She then knelt, placed one blade against the back of his neck and the other against his throat, and said, â€Å"Yield!† With another yell, Marron struck out against her with one arm, pushed her to one side, then scrambled to his feet. He had not yet stood up completely when she was upon him, one knife slashing downward and hacking away a section of his mustache. This time he yowled like a large animal in agony, clapping his hand to his face. When he drew it away, it was dripping blood. Dors shouted, â€Å"It won't grow again, Marron. Some of the lip went with it. Attack once more and you're dead meat.† She waited, but Marron had had enough. He stumbled away, moaning, leaving a trail of blood. Dors turned toward the others. The two that Seldon had knocked down were still lying there, unarmed and not anxious to get up. She bent down, cut their belts with one of her knives and then slit their trousers. â€Å"This way, you'll have to hold your pants up when you walk,† she said. She stared at the seven men still on their feet, who were watching her with awestruck fascination. â€Å"And which of you threw the knife?† There was silence. She said, â€Å"It doesn't matter to me. Come one at a time or all together, but each time I slash, someone dies.† And with one accord, the seven turned and scurried away. Dors lifted her eyebrows and said to Seldon, â€Å"This time, at least, Hummin can't complain that I failed to protect you.† Seldon said, â€Å"I still can't believe what I saw. I didn't know you could do anything like that-or talk like that either.† Dors merely smiled. â€Å"You have your talents too. We make a good pair. Here, retract your knife blades and put them into your pouch. I think the news will spread with enormous speed and we can get out of Billibotton without fear of being stopped.† She was quite right.

Media – Pre production piece, storyboard for music video

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Counseling Theory - Essay Example c psychological complexities of females, feminists counselling theorist have formulated five primary therapeutic doctrines.(Cole, Rothblum, and Enns, 1997) They are; 1) the personal is aligned to the political, 2) remain committed to social change. 3) maintain egalitarian relationships, 4) respect and honor female experiences and opinions, and 5) oppression of all types are recognized and acknowledged. (Cole, Rothblum, and Enns, 1997) Tied to these doctrines is the feminist’s counsellor’s desire to cultivate change, equity, crossing interdependence with independence, empowerment, self-nurturing and an appreciation for diversity. (Cole, Rothblum, and Enns, 1997) In adopting the feminine counselling theory I would approach from the concept that human nature dictates that the gender differences are a consequence of the socialization process. I would emphasize that multi-cultural ideology applies equally to all persons regardless of race, culture, gender, age, class, sexual orientation, ethnic origins and individual competence. I would also emphasize that human nature is influenced by both contextual factors and environment and that human development is always under construction as it is a lifetime process allowing for constant change. The counsellor’s objective in pointing out the general view of human nature is to cultivate an open mind in the patient/client. By having an open mind, the client can put aside bitterness and can come to view these social obstructions as matters that she can cope with and overcome. The counsellor’s collective goal is to help the client gain a measure of self-appreciation and self-value. This is accomplished by stressing the view of human nature as the catalyst for women’s difficulties in the socializing process. By taking this approach, the counsellor encourages the client/patient to view counselling as a strategy for coping. The coping strategy emanates from imparting insight into the general view of human nature

GDP in China Essay Example | Topics and Well Written Essays - 750 words

GDP in China - Essay Example The national government of China too had acted out in a similar way to prove its worth over time, as the present discussion would reveal. Economic Growth of China The graphical depiction underneath is indicative of the economic fluctuations that the nation underwent during the last 10 years. It clearly shows how the nation had gone through fluctuations over time even though it had maintained a continued upward stride. However, the growth rate of GDP dipped down to its lowest during 2009-10, primarily due to the global financial shock which had hindered economic activities in many parts of the world. The primary cause behind China’s fast increase in growth rate had been its foreign trade policy of maintaining a positive current account balance. In other words, the nation complied to the export led growth strategy which is why it managed to accumulate a large volume of foreign exchange reserves. This factor alone led to a gradual appreciation in the rate of exchange of Renminbi against US dollars. The economic fluctuations which the nation underwent over time had hence, been basically the result of economic shocks arising in foreign nations, or to be precise, the Western economies which count for the highest demand for Chinese goods. Remedial measures and consequences GDP growth in China dipped down to its lowest between 2009 and 2010, when the Western economies had been the affected badly by the financial crisis. The prime reason behind this had been the high dependence of China upon its export revenues derived from the US and European economies. However, the national government of China soon framed policies which could recoup the nation from the looming crisis. The administration injected a sum of Renminbi 4 trillion within the nation in order to bail its various sectors out of the crisis. This infusion actually helped the nation’s industrial production to gain momentum once again and so did the rate of profit of the manufacturers. Furthermore, th e national government also decided to raise its total investment in fixed assets; to be precise, the growth in fixed asset investment during the first half of 2009 rose by 7.2 percentage points as against that exactly a year before. The government also took measures to accelerate the aggregate domestic demand in order to save the indigenous industrial houses. The sale of consumer products in the nation reached the level of 5,871.1 billion Yuan, which is found to be a growth of 16.6 percent after adjustment for price factors. However, though the national government framed policies to save the domestic economic environment, it had no hold over foreign operations, which is why it could not get over its deflating current account position. This resulted to a depleting foreign reserve position and thus, a depreciating rate of exchange. But, irrespective of its trade position, both the rural and urban populations of the nation experienced a slight increase in their per capita levels of inc ome. Moreover, the national government’s objective had been to bail out the nation out of any hints of recession. Thus, it implemented ways through which the flow of money within the nation could be maintained. The financial houses within the nation thus, invented ways to instigate people towards demanding more loans so as to keep the velocity of money within the nation high. The higher the money supply in an economy, higher will be the domestic

Consultation is a core competency of graduate nursing Essay

Consultation is a core competency of graduate nursing - Essay Example It is based on this that consultation and supervision have both been considered very important in nursing training. Differencing between the two, Smith, Atherly, Kane & Pacala (2007) indicated that supervision is hierarchical while consultation is mutual. What this implies is that in terms of supervision, there is always someone of higher experience and competence who offers guidance to another person of lower pedigree of learning. Because of this, it is very common to realise supervision comes with compliance with directors that are given by the supervisor or person of higher learning, considered being an authority. Consultation has however been noted to be different because in consultation, there is mutual learning between people considered to be at par in terms of knowledge, experience and practice (Chauncey, 1995). In line with this, consultation is only considered to be a risk management tool which does not come with much obligation but based on professional judgment of the lear ner. Consultation and collaboration are two other terms that are also used interchangeably. Between collaboration and consultation on one side and consultation and supervision on another side, Brykczynski (2009) noted that consultation and collaboration are more synonymous than consultation and supervision. This is because in both consultation and collaboration, there is high level of personalized cooperation than the type of compliance that is experienced with supervision. In effect, both consultation and collaboration can be said to take place among people with relatively same level of experience, competence and knowledge. It would therefore be right to argue that both consultation and collaboration is peer based rather than hierarchical. The similarities notwithstanding, consultation and collaboration must not be taken to be exactly the same thing. This is because in consultation, there is often a rationale for one person to seek part of what another person has. But in

Should China's neighbours be concerned that 21st century China will Essay

Should China's neighbours be concerned that 21st century China will revert to Middle Kingdom dominance over them based on Chin - Essay Example It is a country with a great vision and focus and while its neighbors term it as a small a nation, its upcoming dominance might shake the world. The world has been under the influence of the current super powers who reign on the basis of their world war two military prowess. Their dominance is based on past events and the mindset that other small countries are inferior in their cultures and forms of governance. But according Martin Jacques believe Europe and the United States will eventually watch as China rises to power while their dominance and influence declines (Martin, 2009, Pg. 99). China has set its eyes to greater achievements by mobilizing the entire nation to move as one family towards a common goal. With great development policies the economy of China has been on the record in the past decades for its significant growth. It employs different mechanisms that are very outstanding and free from Western influence. Though the Western countries still relate the country to its pa st failures in terms of lack of their style of democracy, poor standards of environment conservation and tribal affiliations, China has picked herself from its past inequities to a more transformed nation. But their attitudes have diverted the Western nations understanding of China in its real present terms. Most of these powerful countries don’t believe that China will economic growth would last at all. The history of its past regimes failing to sustain the country is their point of judging the current regime. But over the past thirty years they Chinas leaders have all a common objective of steering the country to greater economical heights (Wang, 2003, Pg.122). Political regimes in these years have without been the most successful in the history of china. Therefore China now boasts of the greatest achievements in the recent times. The diversity and racial distribution in this populous nation is quite big and more unified than any other powerful nation. China looks at itself as a civilized nation other than influenced nation state. There is a closely knit tie that makes the society and the state a due to their attachment in their worship of ancestral ways (Brodsgaard, 1998 Pg. 88). Their traditions, Chinese foods and their unifying language give every citizen a sense of belonging in this country. This cohesion has been its source of development force over the years. China strives to empower every citizen despite of their race, culture or even religious affiliation. The country’s identity has been modeled by its history as a civilized state in terms of their way of thinking, identity and culture. Other powerful countries on the contrary have based their national identity on the past eras. This is evident in their ways of leadership and governance systems which have at most times divided their citizens in terms of inferiority. Such governance experiences a lot of opposition from their citizens. The luck of a united stand of these superpowers will be the source of their downfall in the near future as China braces itself to take over the world (Martin, 2009, Pg. 120). The United States and Europe have never given China a thought of taking over the world since they rule under the mediocrity of past WWII ideologies. But to their surprise the economic and technological advance of China will be the start of their downfall. China has for years improved its ties with other countries through trade and continued mutual

Clement Greenbergs Past Theories of Post-Modernism Essay

Clement Greenbergs Past Theories of Post-Modernism - Essay Example The essay "Clement Greenberg’s Past Theories of Post-Modernism" gives a review of Clement Greenberg’s past theories of post-modernism. Within the context of the stated, the research aims to respond to the question of the applicability of Greenberg’s post-modernism theory to contemporary photographic art. In an attempt to satisfy the stated purposes, the research will first overview Greenberg’s writings, following from which it will define and discuss the concepts of modernism and postmodernism. It will also look towards the works of female photographers and critically analyse the works of three photographers. Prior to proceeding, it is necessary to clarify that the essay focuses on female photographers and the feminist artistic movement. The said approach/focus was determined by the importance of establishing a clear and precise focus for this research and, secondly, by the fact that the feminist movement, especially in the arts, is often argued to have be en enabled by both modernism and postmodernism, on the one hand, and to have promoted and popularised modernism and postmodernism, on the other. In Greenberg's Early Criticism, there is an emphasis on the dominance of literature over other arts. As far as he was concerned, Klee's work is representative of the continual struggle which visual art has with literature. Within the context of the stated, in Greenberg's Early Criticism, the canvas is the product of a struggle and conflict. Harmony is important to Greenberg, but not at the expense of intensity.

Information systems for management Essay Example | Topics and Well Written Essays - 1250 words

Information systems for management - Essay Example The report will conclude the contribution of Information Systems in an organization along with the importance of authentic data, as the information system is based on the quality and size of captured data that need to be processed. As mentioned in summary, report will demonstrate a role of an information system in an organization that will capture or collect the data related to students attending Friday classes. The group of students is specified as ‘surrogate users’. Consequently, the project sponsor of this group i.e. the tutor, constructed a data entry system that will collect information from surrogate users related to personal data, transport data and the data that is collected up to five weeks. Information system is defined as â€Å"data converted into something valuable and usable for certain user† (, DEFINITION OF INFORMATION SYSTEM). As for this project, a platform named as Joint Application Development (JAD) is constructed within the system consisting of members of the group. For making the process efficient, Tuchman’s model is the best option along with processing of three elements before performing i.e. storming, forming and norming. The project includes different roles of different JAD member within different stages of the project. The JAD members include users, Information technology professionals and consultants. The different roles at different stages of the project were helpful in terms of data capturing quality and authentication. Moreover, it also facilitated real world scenarios over and above the value. Data evaluation was conducted by collecting data from forms in order to use them to develop charts illustrating linkages between queries along with demographics and statistics of users of the system. Moreover, the charts and demographics also demonstrated patterns of human behavior on the system. Furthermore, continuous analyses were performed to examine the system for further improvements and suggestions. The name of the project will be titles as Transport System. Data Capture and Discussions If the data is not in an organized form, it will be difficult to retrieve information and knowledge from the data sources. In order to make the data useful, it must be easily accessible, quick retrievable and effectively manageable. In order to add these values to the data, it must be captures in a logical method. In figure 1, as shown in appendices, data capturing was processed through a personal detail form including attributes such as Full name, Gender and Date of birth. After entering the data, it was stored in the form of tables as Microsoft Access stores the data in the table and in a readable format, as shown in Figure 3 in appendices. After entering the data, daily student travel form was constructed, as shown in Figure 2 in appendices. On a weekly basis, the form was incorporated with travel modes, travel comments and travel modes. Quality The examination of data was based on its quality in ord er to portray real world scenarios to an extent. The system was efficient in demonstrating basic information related to the popular transport modes that were popular among specific genders. For instance, the tube was popular for males along with thirteen men using the tube. Although, tubes were most popular for females with twenty-two women using the tube. However, to adopt real world scenarios, detailed inputs were required. For instance, weather forecast information, travelling of someone from somewhere etc. As people were usually late to reach to destination for many different reasons, a data check box in the system indicating

Cultual Awareness, Understanding, and Acceptance Essay

Cultual Awareness, Understanding, and Acceptance - Essay Example Holme and Gronlund define subcultures as groups of individuals that, through a value or belief system, make conscious decisions to further differentiate themselves from the other cultural groups to which they might otherwise traditionally belong (Holme and Gronlund, 2005). For example, a child may be born African American and immediately be identified with that culture, but decisions that are made after that, such as religious beliefs, sexual orientation, or other aspects of worldview, may place that child within more narrowly defined subcultures. It is important for educators to have a thorough understanding of both the evangelical Christian and Goth subcultures, albeit for differing reasons. The evangelical Christian subculture, which consists of several Protestant churches, is critical because it is a growing and influential group. According to the US Census Bureau, 43 percent of Georgians identify themselves as evangelical Christians, a figure that closely resembles the 47 percent nationally that identify as evangelicals (Spengler, 2004 and US Census Bureau, 2003). Evangelical Christians must be understood not only because of their power as a group, but also because of their traditionally negative view toward public education. Many evangelical Christians are openly opposed to the secular nature of public education, and many Georgia parents do, in fact, enroll their children in private religious schools. It is important for the public school educator to be conscious and respectful of the strong belief system that may be he ld by evangelical Christian students, while also remaining mindful that unwavering support of the public school system may not exist in the students' homes. The Goth subculture is important for educators to understand primarily because of the stereotypes that exist about it and because of the underlying factors that may drive students toward the lifestyle. The Goth subculture is defined by a macabre style of dress and makeup - typically black clothing and nail polish, perhaps with mascara and even a white foundation makeup on the face - and the use of Christian and sometimes pagan symbolism (Robinson, 2006). The Goth subculture is present in Georgia, with sizable populations in areas such as Atlanta and Athens (Ford, 2006). History demonstrates that other students may be fearful of students who adopt the Goth lifestyle and research has shown that the students who adopt the lifestyle are often troubled, frequently dealing with feelings of isolation, depression, and even the desire to self-harm (Vince, 2006). Naturally, it is pointless and even counterproductive to paint all evangelical Christian and Goth students with the same brush. Without doubt, there are evangelical Christian students whose parents believe strongly in public education, just as there are certainly Goth students who are well adjusted psychologically. However, there are certain beliefs, values and tendencies that run through these groups. Because it is the job of an educator to teach - and to also make a genuine effort to understand - his or her students, it is important to gain an understanding of these two critical subcultures. Research methodology The research methodology for this paper will focus on the analysis of both

English as a Second Language Essay Example for Free

English as a Second Language Essay Originally, England’s linguistic changes made English the second language and over the years, second language teaching has undergone a lot of erratic changes. Religious schools have greatly influenced the moral and cultural framing of English at this point in time. UK was also the center of developmental English teaching during World War II. Pioneers such as Harold Palmer, Michael West and Lawrence Fawcett triumphed in founding principled basis for teaching English as a second language. These strategies and methodologies derived from teaching of English on Great Britain were adjoined with other existing forms from overseas settings. In general, English is the first and widely taught foreign or second language and is considered as a medium language for education. Today, it is a common context to learn or study more than two languages. Pope stated, â€Å"English represents access to specific knowledge and skills and tends to be identified with the technology and science as well as the economic and cultural models of the modern 32). Different approaches such as communication, vocabulary and grammar are used in teaching English as a second language. Learning also depends on the fluency level aim, if it is purposely learnt for specific tasks or if the learner wants to achieve a native speaking tongue. English and other foreign languages can be mastered through live encounters or cross-cultural communication and study or technical translation. Early introduction of English in schools poses an academic advantage when it comes to learning the language. Basically, background knowledge of English and other foreign language is one of the most important things to consider. Reading is a cardinal skill in learning. It enhances metalinguistic awareness but for some reason, it can become a hindrance and a false knowledge. Students tend to enjoy meaningful conversation more than teachers’ theoretical strategies of detailed vocabulary and grammar lessons and this causes the problem in comprehension. Since some students do not deliberately concentrate on their reading skills and focus more on conversing, complete understanding is not achieved and it is merely viewed as a plain reading. Children at a very young age study two or more foreign languages and sometimes, English is rather a third language. Schools and educators sometimes forget to pay attention over the verity that it could be too much for young children to learn multiple languages all at the same time. For universities that use English for substantial academic paper works and materials, reading is crucial. But every teacher and learner should focus on the remaining language skills: listening, speaking, writing, and assessment, even if these are all adjunct to the capital skill that is reading. It is important for the teacher to have a considerable degree of attention towards the native language of the learner because native language plays a vital role in understanding a foreign language. English is the universal language. In some instances, teachers also experience difficulty expressing thoughts in English and this indicates that it is hard to achieve proficiency even if an individual has the basic and complex knowledge of the language. Teachers and educators’ goal should not be for the learners to achieve a native speaking tongue that flawlessly pronounces tones and speaks vocabulary and grammar perfectly. The ultimate goal is for students to learn how to listen, speak, write and read in English in a manner of complete comprehension and not necessarily to acquire a native speaking tongue. Works Cited Pope, Rob. â€Å"The English studies book: an introduction to language, literature and culture. † 2002). Routledge. 420 Smith, Richard C. â€Å"Wren and Wyatt†. 2003). Routledge.

Nestle Analysis SWOT, Five Forces and Core Competencies

Nestle Analysis SWOT, Five Forces and Core Competencies Milkpak will position Nestlà © product as a high quality product consumer focused. Messages like They knows your taste better than us, Nestle Milkpak now at your door step; Add additional flavours to your life will help to portray Nestlà © picture clearly and distinctly. Milkpak will position Nestlà © product against the competitors and gain competitive advantage through the efficient promotional methods, using innovations, and by reaching closer to the target market through the arrangement of events like Basant, Valentine day and etc. In short consumers will view Nestlà © as a product providing highly quality, in terms of taste, customer focused and, at the same time reasonably priced as compared to others. 3.0 Core Competency of Nestlà © To pose Nestlà © product against the competitors, the company will be using differentiation strategy which will not only differentiate their own from others but also give an edge over others. Nestlà © core products will be very beneficial especially in terms of quality, health, and hygiene and most important consumer satisfaction. Nestlà © augmented products will include consumer satisfaction, warranty to retailers in terms of expire, delivery and after sales services. The companies all over the world get some competitive edge based on some features which other companies dont have. For example, as the Dell has the competitive edge over other computer manufacturer companies, because they use built-to-order Strategy while no other company in computer industry use this strategy. Similarly in Pakistan nestle has their competitive edge based on the strategies like product differentiation and customer oriented. Nestlà © is using the product differentiation strategy by providing the superior quality products. Their main focus is to keep the customers loyal. They bought shelve space in different departmental stores to attract the customers. They tried to reach each group of people in which they have succeeded. Besides, customer satisfaction is the focal point for the company. They provide hygienic products to their customers. Products are also verified by health and safety measures and international quality standards. Porter Five Forces 3.1.1 Threat of New Entrants: There is big number of food companies in the world; meanwhile the competitive between food companies are happened. Some companies have carved out role in which they support to dairy supply. These food companies are fearful of being squeezed out by the big players. Another threat for many food companies is other food services companies entering the market.15 Competing in a new industry requires resources to invest. Production of packed products requires huge investment of financial, human, technical, and marketing resources. Bargaining Power of Suppliers: The suppliers of food might not pose a big threat, because of the number of suppliers. Raw milk is standard commodity and is available in the open market from a large number of milkmen. If anyone refuses to sell its product then company can buy it from others who are already willing to sell to company. On the other hand, the importance of volume to supplier also considered as a threat. Suppliers also have less leverage to bargain over price because the company is purchasing the large volume of their milk and suppliers dont have much option to sell milk to others. Bargaining Power of Buyers The buyers will not post much of a threat to the food industry. Large clients have their own bargaining power with food companies. Large corporate clients like airlines and retailers pay millions of dollars a year. There are large numbers of distributors, who are buying and distributing the product, so their bargaining power is low and company have leverage to dictate implement its terms and conditions to distributors. Availability of Substitute There are few of substitutes in the food industry. Most of the food companies have similar suites of services. Companies focusing on their role usually have a competitive advantage, but this advantage depends on whether there are any barriers that preventing other firms from entering.15 Competitive Rivalry The food industry is highly competitive in nowadays. As a result, food industry has become more like a commodity, an area in which the food company with the low cost structure, greater efficiency and better customer service will beat out competitors. In long run, larger companies prefer to take over or merge with other companies rather than spend the money to market and advertise to people.15 Source of Cost Efficiency 3.2.1 Economy of scale Economy of scale determines cost efficiency based on time, and processing of the operations and labour cost. Nestlà © used new high-technology system machines to process all the products, like high-speed bottling system, packaging machine for increasing the output of the products so, it could save time of the operation in process, and save labour cost. The company do not need to hire more labour to operate the process, which is one of the key to save cost. 3.2.2 Experience Nestlà © has been serving Pakistani consumers since 1988, when parent company, the Switzerland-based Nestlà © SA, first acquired a share in Milkpak Ltd. Today Nestlà © is fully integrated in Pakistani life, and is recognized as the producer of safe, nutritious and tasty food, and leaders in developing and uplifting the communities in which they operate. Nestlà © Pakistan ensures that their products are made available to consumers wherever in the country they might be. Convenience is at the heart of the Nestlà © philosophy, and there aim is to bring products to peoples doorsteps. Resources 3.3.1 Tangible resources Nestlà © Milkpak produces in over 81 countries and achieves 98% of its turnover outside Europe. Nestlà © Milkpak is the worlds largest milk company, which does 98% of its business. It has an annual turnover of 70 billion Swiss francs, 522 new factories in 81 countries, 200 operating companies, 1 basic research outer and 20 technological development groups, has more than 231,000 employees and more than 8000 products around the globe. There are three companies co-ordinate the activities of some 200 operating companies around the globe. Intangible resources There are three different functions, Nestlà © Milkpak, holds the financial shares in the allied companies. It also checks the profitability of these companies and to ensure the profitability of the group as whole. Second, Nestlà © Milkpak, has two areas of activities that are research and technological development, and technical assistance. Beside this, it provides know-how in engineering, marketing, production, organization, management and personnel training on a continuous basis. The third company is Nestlà © World Trade Corporation that oversees the import and export of merchandise worldwide. 3.4 BCG Matrix Relative Market Growth Low High STAR (Growth) QUESTION MARKS (Introduction) CASH COWS (Maturity) DOGS (Decline) 3.4.1 Stars The stars are the high relative market share and high market growth. Nestlà © beverages are the stars in their business, because with the high quality and new designs which comes every now and then makes them more popular among the customers, because customer with upper class wants the quality and nestle offers the best quality food items. Besides, Nestlà © major products such as Nestlà © milk pack and Nestlà © water will lies in the category of star products, due to the needs of human in their life. 3.4.2 Question Marks The product which have high anticipated growth rate but low market share would be considered as question marks. The product which the company launch first time in Pakistan is Nestlà © Ice-cream would come under the question marks due to the unknown result whether successful or failed in the growth of business in future. 3.4.3 Cash Cows The cash cows are Nestlà © cereal and other baby food products. There is less competitive brand on these specific of products and Nestle was considered as a branded and reliable brand, so most of the consumers prefer to buy from Nestle. 3.4.4 Dogs The pharmaceutical products are Nestlà © Dog; because it has low-share business with low growth market especially when talk about Pakistani market. The company has to think on what it can do by improving the low share and growth market. 3.5 Product Life Cycle The product life cycle has been used to analyse the products development refer by the BCG matrix. Product life cycle has 4 stages consist of introduction, growth, maturity and decline. Nestlà © Ice-cream has been stated on the introduction stage because it is launched the first time in Pakistan. Next, the growth stage would be the food items like milk pack, water and etc, due to human need as Nestlà © has provided. On the other hand, Nestlà © cereal and baby food were stated in the maturity stage, due to less competitors. Lastly, Nestlà © pharmaceutical product is on the decline stage, because of the low share in business and low demand. In the product life cycle, it shows that Nestlà © Milkpak industry is now on the maturity stage, the company has been recognized by consumers. 3.6 SWOT Analysis (TOW Matrix) Strengths Worldwide fame of Nestlà ©. Efficient milk collection system. Keeping high quality standards. Integrated distribution and warehousing facilities. Large market share of innovative. Having Good reputation in the market by strong brand name i.e. Nestlà ©. Strong RD. Weaknesses Unable to compete in price sensitive segment of UHT milk market. Under-utilization of the capacity. Unable to fulfil the demand of local powder milk market. Opportunities Improving Economy. Population growth rate. High urbanization rate. High literacy rate. Flexible government policies for food industry. Have significant growth opportunities. May merge with other global businesses to eliminate competitors. Having Capable of expanding into other markets of the world. SO Increase production of quality milk to cater the unsatisfied demand. They should go in the product line of powdered milk. They should increase their exports. They should cater the wide range of unsatisfied demand by improving their distribution networks. WO As per the increase demand of the milk they should fulfill the demand as Nestlà © have the ability to expand. They should make a strong distribution system to cater to avail the full benefit of the growing market. They should adopt affective marketing strategies for the promotion of their product. Threats High inflation rate. Low purchasing power. Decrease in GDP growth rate. Increasing interest rates. Recessionary period in business cycle. Competition with the new entrants. ST Invest more on the dairy product line as there is still a large chunk of the market which require modernization. Introduce new technology for quality assurance and better productivity. WT The co-ordination between different departments should be improved it will lessen the bureaucratic cost and increase the efficiency of the company.

Diaper Market in India

Diaper Market in India Birth rates have declined in the developed world and that has become unfavorable for the diaper manufacturers to expand their businesses. Internationally, birth rates in the developed nations have declined by 20% during the last 30 years and are now only half the global average. The global market for diapers was worth $22.2 billion, a 2.9% increase Year on Year. But the major markets of Western Europe, the U.S. and Japan reported decline. As a result, companies like Procter Gamble and Kimberly Clark are banking more on innovation to their rescue. This has been a major contributor of success for PG in the past few years. There is newly developed focus on developing country markets, which derives 40% of global diaper revenue. Markets such as Russia and China are providing brands with excellent opportunities for longer term growth. It is also remarkable to see the trend in the developed markets towards greener products as shown in the chart below Diaper Market in Developing Country There is huge growth potential for diaper products in emerging markets such as China, Brazil and India, as these markets are still quite underdeveloped and in the nascent stage. While it has taken advanced Western economies some time to realize the environmental price of their development this is not the case for todays emerging nations. In this case even the global recession will enable China to have more time to better make arrangements for considering more sustainable and greener options for its growth. Middle-class is at the forefront of environmental awareness as the environmental consequences of rapid industrialization and urbanization in countries such as China and India are becoming increasingly apparent Also in countries such as India, the Philippines and Malaysia, levels of consumer awareness regarding hygiene products are very still very low. Indian Diaper Market In 2009, manufacturers have been now more focused on more categories such as disposable diapers. With the increasing buying power of Indian consumers, companies are looking for options which are more convenient and safe to use for the children. Increase in awareness about hygiene is a big factor for thus development. Some of the major development last year is as follows: Procter Gamble Hygiene Health Care Ltd introduced Pampers Magic Nickers Kimberly-Clark Lever Ltd introduced Huggies New Born, a product specifically targeting the mothers of new born babies. With increasing awareness regarding the advantages of using the use of disposable diapers over cloth substitutes, Indian parents are now spending more on purchasing such products which in turn led to an increase in sales value for the manufacturers. Convenience has been one of the driving factors in this change. Even in tier 2 towns and cities, parents are willing to spend money on disposable diapers to use when the baby is taken out of the home, for added convenience. Also as babies get older, some young mothers look to go back to work. This encouraged the use of diapers, as they are more convenient, and they do not need to spend time washing cloth nappies. Also, as babies become more active, and nappies are a more comfortable and hygienic alternative to cloth nappies. However currently the majority of the sales is restricted to customers in urban India. So the penetration rate of disposable diapers has been increasing, as more young parents are finding it convenient to switch from cloth nappies to disposable nappies. Sales of disposable pants remained negligible in India in 2009. Procter Gamble Hygiene Health Care Ltd introduced Pampers Magic Nickers and Uni-Charm Corp entered India with its brand of Mamy Poko Pants. Disposable pants have seen an increase in activity from the leading brands, but sales have still not become significant. The main factors that inhibit the growth of this category are as follows: Cultural factors: Diapers are a relatively new concept in India. Indian parents use Diaper only for the sake of convenience during travel. Price: When launched, diapers were priced at around Rs. 15 per piece which is high priced. The average prices in last few years have dropped to Rs 10 per piece but its still very costly for everyday usage. Other Trends: Potty training in India is at around two to two and a half years average. With that taking place at such a young age, the use of diapers is even lower for Indian babies. Also with the easy availability of cheap domestic help in India, it is convenient for Indian mothers to wash and reuse cloth nappies. Some of the important facts and figures are shown as follows: Marketing Objective The penetration of disposable diapers has been increasing, as parents are finding it suitable to switch from cloth nappies to disposable nappies. With the market offering a variety of products across several price ranges, use of disposable diapers is expected to grow. Today young mothers are more sensitive about hygiene and health. They will readily utilize disposable nappies from an earlier age. Also, many young working mothers will want to habituate their children to wearing disposable diapers, and thus will start using them early. The forecast of retail sales of Diapers shows strong growth figures, in two digits. And with more consumers shifting from traditional cloth nappies to disposable diapers, the category is expected to burgeon in the coming years. Godrej Consumer Products Limiteds main brand under Tissues and Hygiene category, Snuggy Dry has witnessed several changes in ownership in the Indian market. The joint venture between Godrej Consumer Products limited and SCA Hygiene Products which manufactured and distributed Snuggy Dry discontinued. This led to SCA Hygienes exit from India. The brand Snuggy Dry, which was the third largest disposable diapers brand in 2009, is now being marketed and distributed by Godrej Consumer Products Ltd. Over the years, the diaper market in India has been dominated by existing players Kimberley Clark and Procter and Gamble as can been seen in the graph below. Godrej is moving strong in FMCG sector currently standing second to HUL and being fiercely competitive to HUL. Although Hindustan Unilever enjoys market leadership in several segments in India, it is slowly losing its ground to Godrej, which has relatively competitively priced products. Moreover, profit margins of Godrej products are significantly higher than those of HULs. Based on this background, the marketing objective is to capitalize on the above mentioned conditions and increase the market share of Snuggy Dry diapers from the current 8% level to 10% in short term and substantially continue gaining higher market share. 5Cs Situation Analysis Godrej Company Godrej Consumer Products (GCPL) is deals in manufacturing, marketing, and distributing fast moving consumer goods. The company offers various products such as soaps, toiletries, cosmetics, hair care, household care, fabric care and baby care products. It also markets products under Cinthol, Fairglow, Godrej No 1, Nupur and Ezee brand names. The company primarily operates in India and some overseas market. It is headquartered in Mumbai, India. The company recorded revenues of INR13,929.7 million ($303.9 million) in the financial year ended March 2009 (FY2009), an increase of 26.3% over FY2008. The companys operating profit was INR1,881.6 million ($41.1 million) in FY2009, a decrease of 4.8% compared to FY2008. Its net profit was INR1,732.5 million ($37.8 million) in FY2009, an increase of 8.8% over FY2008. (Source :EuroMoniter) In Diaper segment, Godrej Products Ltd offers Snuggy Dry. This has around 10% market share accounting for the third position in Indian Diaper market. Godrej Consumer Products Ltd regained share in 2009, as the joint venture between Godrej Sara Lee and SCA Hygiene (Godrej SCA Hygiene Ltd) was discontinued. The brand Snuggy Dry is now being marketed and distributed by Godrej Consumer Products Ltd exclusively. The company has five factories in India, at Baddi, Guwahati, Katha, Malanpur and Sikkim. Apart from Snuggy Dry, all the other products of GCPL are produced in-country. Snuggy Dry was part of the Godrej SCA Hygiene Ltd joint venture, which was imported into India, and after the discontinuation of the joint venture, the brand was distributed by GCPL. Competition Huggies (by Kimberly-Clark) is the leader in the Indian market with a value share if 60 % share.Pampers from Procter and Gamble Hygiene and Health Care Ltd. is at number 2 spot followed by Snuggy from Godrej Consumer products Ltd. Wipro Ltd and BellePremier Happy HygieneCare Pvt. Ltd. also have their own brands competing for the market share. Huggies and Pampers controlled 84% of the market in 2009 according to a Euro monitor International report. These brands have invested heavily in advertising and hence have a dominating market share. Kimberly Clark launched a new product called Huggies New Born in 2009, which was diaper targeted towards new mothers. The product has been a moderate success as penetration of disposable diapers remains low in India, with mothers often using cloth nappies for young boys. New brand Mamy Poko Pants has been using extensive television advertising, with its advertisements highlighting the comfort of the products and the ease with which they can be put on a child. In a market in which the leading players advertise a great deal through television, these advertisements will help it to increase its brand presence. It can be said that the products compete against each other based on the price. Teddy and Wipro are considered as economy brands. Pampers, Huggies and Snuggy have price points in all three price segments. Disposable pants have a more premium price point within diapersPantaloon Retail India Ltd entered this category with the launch of its brand Caremate in 2009. Other private labels have not yet emerged in India. Diapers/Pants Retail Company Shares 2005-2009 Customers With the increasing income levels in India, parents are spending more on purchasing disposable diapers instead of reusing cloth nappies at home. In addition, awareness is increasing through the media about the different brands and the benefits of using disposable diapers over cloth versions, manufacturers saw an increase in value sales. Even in smaller towns and cities, parents are willing to spend money on disposable diapers to use when the baby is taken out of the home, for added convenience. This has made Indias nascent baby care market transforming into worlds fastest growing baby market. A vast population of population in age group 0-4 years is a boon to the market. Aggressive marketing strategies and consumer acceptance of branded premium baby care products (especially in baby food and skin care segments) will enable the industry to register a CAGR of more than 11% during 2010-2013. The major market players have used television based advertising to their full advantage and have raised the awareness of Baby care. With the increased awareness and increasing purchasing power, customers are fast shifting from cloth nappies to baby diapers. The Decision makers in this market are parents with mother being the dominant decision maker. The market has used extensive retail channels with super markets, traditional grocery stores etc. This use of extensive channels has also resulted in the increasing demand. The rapid development of modern retail infrastructure is luring consumers for convenient shopping experience and transforming into high retail spending. Baby care companies are optimally utilizing this trend and executing strong product positioning strategies to maximize their market returns According to recent research, the Indian baby care market has grown substantially over the past few years and caught the attention of international players. However, there is still a relatively large and untapped market in the rural sector. This market is anticipated to witness concrete market developments which will also give impetus to the baby care market. Collaborators Most diaper brands in India are imported and so is the case with Snuggy. The production for Snuggy is carried out by a Chinese manufacturer. BroadVision, Inc. announced that Godrej Group of India has successfully implemented two new sales portals for its business and consumer channels. The new portals, built using BroadVisions multi-channel sales portal and content solution, have streamlined and enhanced customer service for two Godrej Group subsidiaries-Godrej Industries Limited (GIL), which provides industrial supplies to businesses, and Godrej Consumer Products Limited, a manufacturer of consumer products According to the companys analyst and investor meet report, rural distribution is essential for a sound growth. In 2009, reach in rural areas has increased by 40-50% in terms of small towns and villages. Rural now measures about quarter of GCPLs sales. It accounts for 45% of the growth. Going forward it is expected to be a continuous growth driver. Context Social/Cultural: In general, in India the diaper is met with resistance. And diapers are perceived as status symbols. One of the major concerns of diapers is rash it causes. Indians are not tolerant of rash and insist that the baby move around bare bottomed. Technology: Companies are heavily investing for bringing about innovations in this field. They are offering new products to boost consumer confidence and increase their market shares. Huggies Dry Diaper currently available in India is particularly designed for new users in new markets. The product employs high technology super absorbent materials (SAM) to deliver super dryness to the user which results in dry and healthy skin. SAM can absorb up to 100 times its weight. Also high leg cut design is one more innovation for hot climate from Kimberly- Clarke. It is a capital intensive industry and is associated with high costs. This is one of the major reasons why Godrej diapers are not manufactured in India but imported from China. SWOT Analysis (S)trengths: Godrej brand name is an asset, well known to Indian consumer Leveraging on the distribution channel by using Operation Big C. Cost benefit obtained by product import from china (W)eaknesses: Lack of marketing focus coupled with moderate success of Snuggy Happy Baby contest. Unavailability of RD facilities (O)pportunities: Strong Market Growth expected at 16% Growing disposable income of Indian parents ( both parents working) Increasing hygiene and health awareness of preferring diapers over clothes. (T)hreats: Presence of many competitors in the market Newer indigenous brand targeting the economic segment of the market Marketing Strategies The below graph shows the number of new born babies born per inhabitants, though the number of new-born babies are decreasing but still the market is huge. Diaper is competing with the traditional way of using Clothes which has the advantages of reuse, inexpensive and to a certain extent healthier for the babies. Healthier in the sense, diapers used to cause rashes while clothes didnt. Diapers have the advantage of convenience and cleanliness. In order to increase the market share for Godrej diapers we intend to implement a progressive marketing strategy. In terms of marketing we intend that our name and products are marketed on an extensive basis to ensure that customers are aware of our existence. In price, we intend to offer reasonable and competitive prices in comparison to other competitors and we need to be able to sustain that. Segmentation Profiles Dividing a market in to distinct groups of buyers with different needs, characteristics, or behaviour who might require separate product or marketing mixes. We can segment the market for the diaper market based on the disposable income of the parents. Regular use of disposable diapers remains more restricted to parents in urban India. Based on the stage of the new-born baby , the number of diaper to be used per month can be found Godrej should launch the diaper in three segments Premature when the baby is less than 6 months , New born when the baby is less than 2 year and Mini pack when the baby is 2-4 year. We can segment the market based on the Tier-1, Tier-2 cities. The disposable income of the parents has been increasing not just in Metro cities but also in tier-1 and tier-2 cities as well. But we find that number of working mother is less in these cities when compared to metropolitan cities. So the diaper usage will be less when compared to metropolitan cities. So we need to use a push marketing strategy for this segment of population without altering the pricing mix. Target Segment Demographic Distribution AGE GROUPS PERSONS MALES FEMALES 6 years and Below 163,819,614 84,999,203 78,820,411 RURAL-URBAN POPULATION DISTRIBUTION POPULATION PERCENTAGE RURAL 742,490,639 72.2 URBAN 286,119,689 27.8 Percentage of Children below 6yrs to total rural/urban population RURAL URBAN Number of children(0-6 yrs) 117,950,122 45869491 Percentage of Population 15.8 16 The target market will obviously be mothers to be and current mothers. Indians are not used to this product. This category is concentrated on urban market. The Indian mother is a cost-conscious woman and would like to recycle most of the products used for her household. The same applies to the products used for her baby too. Moreover, large population base in 0-4 years and parents increasing preference to spend more on baby products will drive the market to new horizons in near future. Apart from penetrating deep into urban market, rural market will also provide growth opportunities to companies. Indian demographic distribution shows that 72 percent of the population live in rural areas while the rest 28 percent live in urban or semi-urban areas. Out of the total population mix both in rural and urban areas approximately 15 -16% population is below 6 years which form the potential market share for the diaper market. With the average purchasing power of the Indian population increasing and the with increased hygiene awareness the rural market is the market of the future. When the purchasing power parity reaches threshold, India will be the largest customer of diapers within the next 15 years which and is expected to explode in next 3 to 5 years. It has been found that with the present birth rate 24 million babies are born in India every year. If we typically calculate 25% of these infants in the period birth and 24 months use at least 28 diapers a week, theoretically the available market is 8.7 billion pieces per year. It is estimated that the diaper market would grow at a rate of around 5-10%. This proposed market segmentation will help building strong position in specialized diaper market segments. It will allows Godrej to focus on target customer specific needs. It will help them to understand the customer need and make improvement in marketing mix for each segment. It will help Godrej to compete with Huggies and Pamper brand diapers. The TV and print media can reach the diaper buyers. These two media forms the potential to create the brand awareness among the buyers through various advertisements and promotional campaigns. Positioning The Godrej diaper should be positioned as a value-for-money brand, one that Reasonably priced Softness Ease of use Comfortable, good fit Manufactured with bacteria resistant technology, with clean and highly absorbent cotton lap Environment friendly No irritation to the skin Quicker Absorption Super Absorbent core keeping the baby dry for long hours It should be positioned as a product which is a Small package of joy Marketing Mix Product Design Disposable diaper is made of an absorbent pad sandwiched between two sheets of fabric. The diapers are made by a multi-step process, viz. The absorbent pad is made and attached to a permeable top sheet and impermeable bottom sheet The other accessories are then sealed together by application of heat or ultrasonic vibrations.ÂÂ   Features The function of the pad is to absorb and retain body fluids, and the non-woven fabric gives the diaper a comfortable shape and prevents leakage. The main features of diapers would include: Absorb body fluid. Retain body fluid inside the absorbent core. Isolate wetness from the babys skin. Isolate other excretion from babys environment (clothes, bed, etc). Varieties The following major varieties of diapers and tissue hygiene products are predominantly present in the Indian market Regular diapers New born nappies Disposable pants Adult diapers Junior diapers Godrej primarily focuses on regular diapers, junior diapers and new born nappies. The company markets a narrow portfolio of products within retail tissue and hygiene. It has only two brands, Snuggy Dry and Protekt, but there are some variations in terms of fragrances under the Protekt brand umbrella. Most of the diaper brands continue to be imported, including Snuggy. Godrej is currently outsourcing its diapers from a Chinese company and will continue to do so until the volumes pick up. Price Godrej has positioned its brands Snuggy Dry and Protekt in the standard price segment in the market. A regular Godrej diaper pack of 6 costs Rs. 50. Currently, the Snuggy brand of diapers has a retail price of Rs 85 for a pack of 10. Smaller pack sizes have also been introduced and there are more product innovations being considered within the diaper category in the area of nappy pads much along the same lines of its competitor Huggies from Kimberly Clark, which has also introduced nappy pads. However, the current prices are a result of 2% price hike in March 2010, by Godrej. In the retail tissue and hygiene market in India, Godrej diapers held just above 2% value share and were ranked 6 in 2009. Within diapers/pants, the company held a share of 8%, and was in third position after Procter Gamble Hygiene Health Care Ltd and Kimberly-Clark Lever Ltd. Promotion Being the first brand of diapers in the country, Snuggy enjoys high-brand loyalty as one of the three leading players in the Indian baby diaper market. Godrej benefits from the brand loyalty which Snuggy commands in the consumers mind. The following table shows the ranking of nappies and hygiene products in the sales of Godrej in 2009. Advertising Diaper ads typically are earnest, fawning over babies and remaining steadfastly euphemistic about function, typically pouring blue liquid into diapers to demonstrate absorbency. The major two brands focus on heavy marketing and advertisement in mass media and television. This has led them to capture around 90% of the market share. A commercial titled SNUGGY HAPPY BABY CONTEST was done by Madison Media advertising agency for GODREJ diapers. The campaign was moderately successful and helped Godrej to keep its 10% market share. Place The company has national coverage through wide marketing and distribution channels. Supermarkets and malls, especially BIG BAZAR and Reliance Fresh have considerable self coverage of Godrej Diapers, though majority of the hygiene shelf space is still taken up by the two major players. Channels OTC Sales: Godrej intends to push various OTC (over-the-counter) products and brands and the primary inclusion in this category is Snuggy diapers. It feels that coupled with a consumer pull strategy through the marketing campaign SNUGGY HAPPY BABY CONTEST, this aggressive dealer push strategy will help it to gain sales. Operation BIG C: Godrej looks at revamping distribution network and re-staging of brands. As a part of Operation BIG C, it intends to use the Chemist network in the country as a retail outlet for Snuggy diapers. The chemist margin for Godrej Diaper sales has consequently been kept higher. Following the success of Operation B, which involved the saloons of the country for Godrej Beauty product outlets, Godrej hopes to achieve as high as 20% market share through Operation BIG C. Financial Projections The baby diaper market in India is fairly underdeveloped and is approximately Rs 4479.8 million. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. The overall growth of the market is projected to be around 15% per annum. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. The current share of Godrej diapers under the brand name of Snuggy diaper is approx 8% of the overall share. That means the market share of Snuggy diaper is approximately Rs 371 million. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. Diapers/Pants Retail Company Shares 2005-2009ÂÂ   Financial projections of Snuggy diaper Selling 7.5 million units of diaper at Rs 6 each will achieve the marketing objective of godrej Snuggy diaper. To achieve targeted revenue, Godrej diaper needs to generate revenue of INR 126 million (as given in above table, point 15). With the potential price and sale of the diapers in a quarter Godrej can expect to generate revenue of Rs 135 million (point 9 mentioned in given table above). As per the financial projections annual revenue of Snuggy diaper is Rs 371 million in 2009 which will grow to approx Rs 504 million in 2010 which comes to around 35 % growth in revenue. Budget Analysis and Implementation In view with the financial projections, please find the below budget analysis Particulars Cost Comments Gross Profit 1.2 INR per diaper Profit from sale of one diaper Quarterly sales targets 23 Million Quarterly sales expected Quarterly profit 27 Million INR Overall profit Budget Allocation Advertisement 10 million INR Budget allocation from advertisement and awareness spreading Collaborators margin 7 Million INR Retailers need to be given additional margins to promote Snuggy Diaper Implementation As the sales volume starts increasing, Godrej can open up the manufacturing unit at one of its already existing factory unit locations. Below is the approximate cost of building up the net manufacturing unit. Particulars Cost (INR in crore) Comments Land Required(1200 sq mt) 0.6 Rs 5000 per sq/mt Building 0.5 Rs 5000 per sq/mt Total Plant and Machinery for diapers 3.5 Industry average Installation of Electricity 0.015 130 KVA transformer Other preliminary expenses 0.05 Total Expenditure 5 approximately The brand Snuggy is distributed by GCPL and currently not manufactured locally. The company is well positioned in diapers/pants in India, which is seeing an increase due to more Indian parents using diapers for their babies. Experts believe that since Snuggy is imported into India after the discontinuation of the joint venture with SCA Hygiene Ltd, there is a strong case to save costs by manufacturing the product locally. Available in pack sizes of 2s, 5s and 10s, for all age groups including new born, standard and junior, the brand can be affordably priced alongside mainstream brands, and supported by aggressive advertising. GCPL requires not just building distribution and trade relations in the fragmented retail landscape, but also investment in terms of advertising and promotions. The revenue model will be on the lines of Operation Big B, with chemist shops being offered higher margins.