Domestic Violence Case Study

Field Study: House of Ruth Domestic violence is an issue affecting millions of families. As a result of the increasing incidents of abuse, the number help centers and outreach programs have amplified in urban areas. One of the most influential centers against domestic violence is the House of Ruth. Established in 1977 and located in an urban city area, the House of Ruth offers various services to women and children who are victims of familial violence.Their mission states, â€Å"The House Of Ruth Maryland leads the fight to end violence against women and their children by confronting the attitudes, behaviors and systems that perpetuate it, and by providing victims with the services necessary to rebuild their lives safely and free of fear. Our vision is that one day, every woman in Maryland will be safe in her own home. † (WEBSITE) House of Ruth provides various services to help families â€Å"rebuild their lives†, according to Executive Director Sandi Timmons. Through a iding the public in times of need, House of Ruth fulfills every level of Maslow’s hierarchy of needs.These needs are embodied by every individual. The first platform involves the physiological needs of a person. It includes physical necessities such as food, water, shelter, etc. House of Ruth provides two types of shelters. The first is an emergency shelter. This accommodation is described as, â€Å"temporary refuge for battered women and their children who are in immediate danger or at risk of homicide. † There are private bedrooms with bathrooms, a dining room, a kitchen, and a living room. Women and children receive the help they need to remove themselves from hostile situations. The length of stay is based on each women’s’ personal needs. The beginning of their stay is directed towards recovery and planning their goals,† says Timmons, â€Å"Women then move into the transitional phase where we partner with local businesses to access starting job s and secure housing. † Therefore, House of Ruth is addressing the physiological needs of the family as well as the second tier of the hierarchy: safety. Needs for safety are met by the family’s desire to protect its members from all types of danger. textbook) A critical resource provided is a 24 hour hotline that is available to all persons facing an emergency. This help line is confidential and connects victims with trained counselors. Along with their crisis intervention training, counselors are able to provide callers with legal referrals and plans for escaping abuse. Women seek to protect their children from being reared within an abusive environment which exemplifies the concept of safety needs. The medical needs of the women and children living in the shelter are also addressed.A health clinic is operated by the School of Nursing at John Hopkins University. House of Ruth also addresses the need for protection in the future, after the shelter. They operate the Mar jorie Cook Domestic Violence Legal Clinic with a staff of numerous attorneys and paralegals. With this service, a prolific amount of women are helped to obtain protective orders, peace orders, divorce decrees, custody of children, and child support (website) House of Ruth provides a safe haven for families and medical attention to those battered.The next stage addressed in pyramid of needs is that of social and belonging. When meaningful relationships have been made, members create a loving and accepting atmosphere (Textbook). Escaping any form abusive relationship is traumatizing and is not discriminatory. As Timmons explains, â€Å"There is no average client. Domestic violence breaks all socioeconomic boundaries. † Women living at House of Ruth are encouraged to develop relationships with other women within the shelter. Creating connections with others who have the same experiences is vital in gaining back the lost familial atmosphere.Dinners are served â€Å"family-styleà ¢â‚¬  to reinforce this concept. Large living rooms are also provided as a gathering place for women to simply enjoy time together; watching television and playing games build a key family strength. The staff of House of Ruth consists of licensed counselors and therapists. Free group therapy sessions provide support in escaping their once isolated lives. In order to capitalize on the counseling resource, women must recognize that they are not alone in their situation (House of Ruth, ). Leaders insist that women expound on their situation and exchange support.The root of their relationships comes from the mutual violence endured. By having relatable experiences, deeper connections are made possible. The unique transition programs offered by House of Ruth propel women into becoming self-sufficient. When asked about their transition program, Sandi Timmons stated, â€Å"By partnering with outside organizations, we are able to provide women with a stepping stone to rebuilding their liv es. Outsourcing helps us find starting jobs for women. † When women are given an opportunity to support themselves instead of their abusers, they are overcome with confidence.The belief of independence is instilled within women when they are able to provide for their families. Transitional housing offers apartments with supported rent to improve a families’ monetary condition. Women must stay a minimum of six months in the confidentially located rooms to ensure every victim’s safety. The stress of constantly struggling to pay for housing is relieved by this resource. Women and children would be frozen within the circular-traditional model of time if transitional services were not provided.Instead of barely meeting the financial demands of housing, women are assisted and able to provide for their family. Eventually, women are able to support themselves without outside assistance. It is evident in all aspects of life that when independence is gained, so is the conf idence in oneself. Self-esteem is built through the transition program; women are able to gain the respect that was lost in their abusive relationship. All of the services provided by House of Ruth help women in having a better chance of reaching the uppermost tier of the hierarchy: self-actualism.Though some critics argue that total self-actualization is impossible, women are given a better opportunity to attempt. Self-actualization is reaching an individual’s full potential and acquiring a sort of self-fulfillment. Psychologist Abraham Maslow describes it as, â€Å"†¦the desire to become more and more what one is, to become everything that one is capable of becoming† (Cherry, ). Though total self-actualism may not be reached, House of Ruth propels women forward to become their own person. An overall happier life is entailed; victims can build their own attitudes.Women may develop personalities and characteristics that were not possible prior to living in the she lter. Creativity, spontaneity, and lack of prejudice are some traits that can be gained. House of Ruth is an extraordinary organization. Their resources provide endless opportunities for women to turn their lives around. Domestic violence takes away a families’ independence and the shelter offers an outlet to restore family strengths: commitment, spiritual well-being, affection, enjoyable time together, stress management, and positive communication (textbook). Those affected by familial abuse have an ccessible treatment facility and escape from aggressive situations. The services provided by House of Ruth are essential in decreasing the numbers of battered women who are left feeling helpless. The availability of each resource allows women to feel as if they always have a place to go. Works Cited (2010). House of Ruth Maryland. House of Ruth Inc. http://www. hruth. org/ Cheery, K. (2011). â€Å"What Is Self Actualization† http://psychology. about. com/od/theoriesofperso nality/a/hierarchyneeds_2. htm Moore, T. J. & Assay, S. (2008). Family Resource Management. Thousand Oaks, California: Sage Publications.

Learning Natural Resources and Energy Essay

A Paper on the Ecosystem and on the Biodiversity General Questions – General General Questions Write a 1,400- to 1,750-word paper on natural resources and energy. Include the following:  · Choose a specific ecosystem, such as a forest, a grassland, or a marine or freshwater aquatic ecosystem.  · Identify and discuss the effects that a growing human population may have on that ecosystem’s resources, including loss or harm to populations of wild species.  · Discuss one management practice for sustainability and conservation of natural resources in that ecosystem.  · Identify the risks and benefits of extracting or using one type of nonrenewable and one type of renewable energy resource from that ecosystem, or in areas near that ecosystem. Include at least two outside references. Format your paper consistent with APA guidelines. You can have a ton of fun in college, but it also involves a lot of work. Stay focused on the end result: a diploma. There will be many roadblocks along the way, and how you choose to approach them is important. Use the tips you have seen here to make college work on your behalf. This pack of SCI 256 Week 3 Learning Natural Resources and Energy Paper  contains: A Paper on the Ecosystem and on the Biodiversity General Questions – General General Questions Write a 1,400- to 1,750-word paper on natural resources and energy. Include the following:  · Choose a specific ecosystem, such as a forest, a grassland, or a marine or freshwater aquatic ecosystem.  · Identify and discuss the effects that a growing human population may have on that ecosystem’s resources, including loss or harm to populations of wild species.  · Discuss one management practice for†¦ To download this tutorial follow the link – https://bitly.com/1oJKyIe You can have a ton of fun in college, but it also involves a lot of work. Stay focused on the end result: a diploma. There will be many roadblocks along the way, and how you choose to approach them is important. Use the tips you have seen here to make college work on your behalf. General Questions – General General Questions Write a 1,400- to 1,750-word paper on natural resources and energy. Include the following:  · Choose a specific ecosystem, such as a forest, a grassland, or a marine or freshwater aquatic ecosystem.  · Identify and discuss the effects that a growing human population may have on that ecosystem’s resources, including loss or harm to populations of wild species.  · Discuss one management practice for sustainability and conservation of natural resources in that ecosystem.  · Identify the risks and benefits of extracting or using one type of nonrenewable and one type of renewable energy resource from that ecosystem, or in areas near that ecosystem. Include at least two outside references. Format your paper consistent with APA guidelines.

Argument essay on organic food Example | Topics and Well Written Essays - 500 words

Argument on organic food - Essay Example Researchers who used grapes grown under similar conditions of the two contrasts did this. The findings by the researchers who advocate for organic food simply indicated a similarity in nutrient except for chemicals employed in the production process of the conventional food production, which affect humans and the environment. This criticism based on traces doesn’t hold much since the effects on humans is almost negligible except for the young babies farther, the chemicals used are regulated thus barely any gets to the ecosystem to the non intended use. More specifically, considering fruits and vegetables, the application of pesticides eliminates the organisms that may otherwise destroy the crops. The crop, therefore, survives attack by the organisms. However, residues of pesticides are left on the crops in most cases. These residues have a potential health risk in small amounts whereby children are said to be more vulnerable. To curb this, recommendation by environmentalists are usually done for the consumption the products that are less sprayed. Nutrition is said to be more in organic food compared to the ordinary foods. This is according to a French study. However, ordinary food may also have a high content of nutrients in case they are grown in soil rich in minerals. For dairy and meat products, organic meat originates from genetically engineered treatment or using antibiotics. As such, it is said that organic milk has more vitamin levels due to the feeding based on fresh grass and clover (Manuel 3). Father, according to the British journal of nutrition, organic milk has the potential to improve lactating mother’s milk. It is, in addition that, milk produced though through organic method that is generally better for the environmental. The argument behind this is that, through this method, toxins have no leeway into

Using Geography to Survive the Zombie Apocalypse Research Paper

Using Geography to Survive the Zombie Apocalypse - Research Paper Example He argues that geography skills are important during this time because it will help people analyze the push and pull factors of migration, or movement, that can help them survive. Push factors refer to elements that make people want to leave the place, while pull factors are factors that make people want to go that place. Hunter (2013) mentioned that some of the pull factors of migration are cities that are connected to other cities, access to resources, such as food, water, reliable shelter, weapons, and transportation, and safety levels. Finally, he explained three steps that can help people analyze their options: (1) identifying points of analysis; (2) finding connections among communities or cities; and (3) finding patterns of movement over these connections. I agree with Hunter (2013) that geography skills will help people survive during the Zombie Apocalypse because they will help examine the movements of people, resources, ideas, and other factors that can help them decide whe re to go, in case it happens. If Zombie Apocalypse happens, the five pull factors that are critical to my movement are: (1) access to basic resources, including weapons and transportation, (2) access to people with ideas on how to survive during these times, (3) existence of safe havens, (4) connection among cities through transportation systems, and (5) availability of open, flat lands. I find access to basic resources important, particularly food, water, shelter, and medicine, because they are critical to survival.

Current event article related to the management topics Essay

Current event article related to the management topics - Essay Example Such agencies are usually established under the Chinese Labor Contract Law to provided workers who can offer services for subsidiary and temporary positions (Chen). Contracts for the outsourced workers are signed with the employment agencies and not the companies that the employees end up working for. Such an arrangement constitutes domestic outsourcing and it provides a means through which organizations can easily address the issue of labor shortfalls as a result of employee turnover by having a quick access to qualified labor. Domestic outsourcing has also helped organizations to manage their labor costs by only hiring the exact amount of labor needed during a particular time. Domestic labor outsourcing has been widely used in administrative, research and teaching posts in universities in China. However, the outsourced staff enjoys fewer social security benefits and lower wages compared to the regular workers on similar jobs. They are also discriminated by the organizations’ training and promotion opportunities. The practice has been blamed for the rising cases of inequalities among workers especially in public service (Chen). In Beijing alone, universities have outsourced an approximated 3,500 workers in administrative, teaching and research positions. The figure is 1000 less in Shanghai (Chen). The domestic outsourcing model should be reviewed to ensure equal rights are enjoyed by all employees in the public

The Operating Principles for a Community to which I Belong to Essay

The Operating Principles for a Community to which I Belong to - Essay Example In a detailed analysis of these activities and interactions, I can definitely prove that our communities provide us with a sense of stability, serve our needs and, more importantly, accept us for who we are. In my community setting, I have often realized that my family accepts me for what and who I am. Thus, I share my activities and interactions with my daughter and we protect each other, which has always helped me in my family life as a single mother. One of the important operating principles of my community has been to be faithful and frank to the members of the community and we share our activities and interactions. Thus, my daughter and I enjoy great fun in our system of instant messaging or texting family and friends. Many often, I introduce my daughter to my chat friends and she has no online friends whom I don't know. Most of the friends of my daughter in her Facebook account came through my contacts and she never retreats an illegitimate relationship through her online activities. Another significant operating principle of my community life is not to blame or to indict others with or without strong reasons for their actions. Instead, every member of my community strongly supports each other and understands each other completely.

Several Choices Available - Highlighted Essay Example | Topics and Well Written Essays - 750 words

Several Choices Available - Highlighted - Essay Example Dealing with the piracy to the software is a herculean task which has proven difficult even to the most developed parts of the world. Intellectual property right allows for the owner of an invention to posses the ownership of such creativity. Some of the ways in which intellectual property right ensures that the innovator is protected is through provision of patent, copyrights, designs as well as trademark. One of the most rampant problems that has increasingly grown in the world of software is its unlawful duplication and sharing as well as the piracy. Though software piracy has been a problem in United States and North America, the rate of piracy would not be compared to that of the other parts of the world. (Craig, P., Honick, R., & Burnett, M., 2005) This is majorly because in several parts of the world, copyrights and patent laws specifically those in the United States are not recognized in such places. Additionally, because it is quite easy to distribute the software, it becomes difficult to control the intellectual property rights beyond borders. For software privacy to be ensured there is a need for amalga mation of technology, education, and legislation that would be accompanied by enforcement. (Greg, A., 2009)The policies that need to be developed should be in a manner that ensure promotion of anti-piracy but in no means deterring the use of the software by the legal users. The illegal copying and sharing of software applications and packages that violates patent laws and software licenses would be referred to as software piracy. (Johns, A., 2009) Like laws that protect any other intellectual properties, such as literature, music and movies, software, Software is also protected by such laws. However, software is a new entrant within the intellectual property protection. Software piracy is not always considered as stealing considering that users only do that through making of copies as well as

Apple company Essay Example | Topics and Well Written Essays - 1000 words

Apple company - Essay Example The main objectives of the integrated marketing communications is purposeful activity directed on the increase of technical base of indicators and the increase of efficiency of the enterprise’s general chain in order to implement the strategic plans of advertizing strategy. In the modern world it is not very easy to keep customers attention. Modern solvent consumers in most cases treat the majority of marketing approaches negatively due to the excessive volume of information. For this reason it becomes more difficult to attract and keep the attention of audience to a brand. In this case such brands as Nokia, or a search engine Yahoo! can serve as examples (Leavitt, 2007). They couldnt hold stable positions and finally lost them. The experts of the Apple Company realize that mutual understanding in all the divisions of the company is necessary for successful performance of objectives. This first of all demands the introduction of culture of communication, and also the presence of tools and means for creation and further maintenance of communication with the audience. The merge with marketing space and a strategic complex of marketing communications represents the total value of a brand influences the general dynamics of the development (Sharma & Wingfield, 2007). The experts in the field of advertizing and marketing of the Apple Company realize the fact that in order to create an effective marketing message, it is necessary to use an expanded range of those means of communication, which can help deliver this message to audience. â€Å"iCloud is a tool for consumers to simplify use of multiple apple products, but also gives Apple an Idea of who is loyal to the brand, and what different products are being used. Trade shows- This how Apple thrived in its earliest days Marketing Mix Product- Simple, Sleek, Elegant, Innovative, but easy to use†

Introductions to fiction Essay Example | Topics and Well Written Essays - 750 words

Introductions to fiction - Essay Example None of the young men were quite good for Miss Emily and such.† Being so, Miss Emily has grown to believe that she occupies a special position in society, even to her old age when she refused to pay her taxes, having been privileged by a former Mayor who owed the Griersons favors. The narrator depicted a small town where the ladies had nothing better to do than gossip about the high and mighty Grierson family. They were like vultures, who, in their minds, keenly follow the drama that happens behind doors. Miss Emily has always been an enigma they desperately want to demystify one of these days. Miss Emily’s tragic fate and deep sorrow is felt throughout the story that the readers get to sympathize with her character†¦.only to be shocked at the end. Her assumed insanity was to be expected after all the things she has endured – the loss of a mother while growing up, the death of a father, the sudden loss of a charmed way of living†¦.but not to the extent of murdering her lover and sleeping with his corpse until the day of her death. In â€Å" A Rose for Emily†, the protagonist is born to wealth, yet had no mother to guide her in her growth. She was reared to think she was better than others, being a Grierson – â€Å"She carried her head high enough---even when we believed that she was fallen. It was as if she demanded more than ever the recognition of her dignity as the last Grierson, as if it had wanted that touch of earthiness to reaffirm her imperviousness.† Miss Emily lived a pathetic, lonely and empty life. To the end, she clutched to her last hope of feeling real love. When Homer Barron was assumed to reject her in marriage, it was suggested that Miss Emily poisoned him with arsenic so he would not have a choice in the matter- â€Å"The body had apparently once lain in the attitude of an embrace, but now the long sleep that outlasts love, that conquers even the grimace of love, had

Economic analysis of the new system Essay Example | Topics and Well Written Essays - 250 words

Economic analysis of the new system - Essay Example The new economic system requires monthly equipment training (1 hour training), Monthly software training (1 hour training), and monthly IT training on new system software. The return on investment is very significant to a company because it predicts the ratio or percentage of profits or gains to cost. However, the company manager need to understand that return on investment does not talk about time nor does it show how long a business might take to gain a certain percentage. In addition, it does not demonstrate the risk or danger of an investment. Payback analysis is very significant since it shows the duration a business takes for the entire gains from an investment to reach the cumulative cost. Therefore, investments with less time for payback have lower risks or danger than those with much time or longer periods have. The benefits are tangible and intangible. The tangible benefits are enhanced quality and inventory. In addition, it facilitates inclusion of all devices with real components, it give mobile users time to carry out practical transactions in absence of an available terminal. It improves lead-time reduction, helps to ensure all devices are built with the correct components the first time, a dramatic reduction in costly material scraps and wasted overhead that result from rework and by minimizing the risk of mixed components. It also Improve operator efficiencies, PCVs use of mobile devices gives users the freedom to perform real-time transactions while they work without having to seek out an available terminal. Additionally, intangible Benefits are indirect benefits that cannot be seen. For instance, such benefits are enhancing customer service via increased access and increased company control, which in turn avoids misuse of company resources. Further, it Increases company’s tr ansparency and responsibility, less chance of "losing" documents and

The Changing Global Economy Essay Example for Free

The Changing Global Economy Essay The argument for globalisation is an argument for International trade. Classical liberal economists have always argued for the free movement of all factors of production. Adam Smith had declared that nations have absolute advantaged that they leverage to provide cheaper and more efficient production processes. David Ricardo argues in his theory of Comparative advantages that countries must utilize their relatively more abundant factors of production more intensively to produce higher levels of output. All this results in higher output and therefore the world stands to gain through increased trade. Factor mobility leads to stabilization of prices that result from goods and services moving from one place to another where the factor is scarce and fetches higher returns. Those who are against globalisation and trade base their debates on the infant industry argument which believes that small domestic players get adversely affected when large foreign firms compete. The other argument they make is that that imports cause shifts of production where firms locate to foreign lands and cause unemployment. It is also believed that globalisation leads to the dumping of poor quality or toxic goods across the border. Reliance on imports leads to dependence, and exports cause injury to locally available resources that get diverted to foreign markets. Globalisation is also seen as a phenomenon where the free flow of money and currency makes domestic economies extremely vulnerable to volatile foreign investments. This could lead countries to balance of payment difficulties and cause events such as the East Asian crisis in the mid nineties. What results is a situation where any minor turbulence in large economies like the US causes severe stress to developing and under developed economies. 2. Huntington and the clash of civilizations Huntington’s famous hypothesis states that in the modern world, the clash of ideologies will convert into a clash of cultures. He argues that the new world order will see greater examples of conflict between various cultures of the world. His thesis is seen as a justification of the US war against Islamic nations and its aggression against countries like China. These clashes would come from a conflict that emanates whenever differing cultural paradigms come into contact with each other and compete for global resources. The end of the cold war, according to Huntington, is the end of conflict based on ideology, where the capitalist and the communist bloc were engaged in war. This conflict ended with the collapse of the USSR and the coming down of the Berlin Wall. Today, the emerging economies of the world are growing fast and eroding the huge share in Gross Domestic Product (GDP) of the world that is now held by the western countries. These new and emerging economies are home to most of the cultures of the world that are all opposed to the dominant western thought. This opposition would give rise to global conflict. This is the conflict that Huntingdon terms as the Clash of civilizations that emerges in a world that is globalising at a fast pace. This globalisation is bringing together people from various cultures and this would manifest in a battle for domination. This then would cause conflicts among cultures. Huntington’s hypothesis has been debated endlessly and there are as many voices supporting the argument as there are that characterise Huntington’s theory as mischievous. 3. Institutional arrangements For a free economy, there are certain pre conditions that must be met. These are the protection of property rights, honoring of contracts, law and order and a competitive environment. These pre conditions are met when these are institutionalized. These institutions then enable markets in any state and cause efficiency in market transactions and therefore result in growth. Some of these institutions are put in place by the government by way of regulatory bodies and police forces. Some of these institutions are created simultaneously by a society as it evolves. Markets function best when free and perfect information is available to all players. Competition in an economy comes out of the lack of barriers to entry and exit from the market. Laws and policies that enable such an environment are all referred to as institutional arrangements. In most markets there is asymmetry of information and a differentiated access to factors of production. Such a situation prevents an economy from operating at full potential. Those states that ensure the existence of such institutions are the ones where economic growth takes place to its full extent. Weak institutional arrangements favor some players in a market and adversely affect the rest. Market based solutions to such problems are usually the most sustainable and efficient mechanisms. This gives rise to poor governance structures and cause imperfection. It is not always the state that brings about these institutions. Sometimes institutional arrangements evolve and take firm roots in markets. Such informal institutional arrangements provide players with an eco system that enables innovation and growth. 4. Shifts in the world economy The two factors that clearly set apart the last 25 years of economic growth in the world are the collapse of the Soviet Union and the fast paced changes in technology. Both these events have lead to a globalised world where trade has more than quadrupled. Technological changes, especially the strides made in communication technology and transportation have enabled the world to shrink and become a global village. Transactions are now possible at lightning speeds, at the click of a mouse, between two entities situated in different corners of the globe. What has also been seen is the spurt in trade in services, and such was not the case with the world earlier where all trade was for goods. Free trade has improved the chances of poor countries to enter new business internationally, and allow their firms to buy and sell various commodities and services. Domestic rules and standards become significant and issues such as restrictions on imports, exports, tariffs and duties become significant. (Ohmae, 1999). In all this the new entity that has emerged is that of the Multi National Corporation. MNCs today typically operate in several countries, where the source of raw material is one nation; production takes place in a second country, assembly and packaging in a third and sales in a fourth. This has enabled firms to grow in size and shape and allow economies of scale to reduce costs of production and therefore prices. Most nations in the last 25 years have made currencies convertible and have ensured that internationally agreeable norms and polices are put in place. A large credit for this goes to the World Trade Organisation that has put in place a multi lateral agreement that allows for free trade between members. The MNC has leveraged these changes to emerge as a significant player in world economics. References: 1. Clarke, G.and S. Wallsten, (2004), â€Å"Has the Internet Increased Trade? : Evidence from Industrial and Developing Countries†, World Bank Policy Research Working Paper 3215. 2. Edwards, S. (1989a), Openness, Trade Liberalization and Economic Performance in Developing Countries, Working Paper No. 2908, NBER, Cambridge Mass. 3. North, D. (1990), â€Å"Institutions Institutional Change and Economic Performance† Cambridge University Press, Cambridge. 4. Ohmae, K. (1999) ‘The Borderless World: Power and Strategy in the Interlinked Economy’. New York: Harper Business.

Concepts of Corporate Strategy | SWOT Analysis of Apple

Concepts of Corporate Strategy | SWOT Analysis of Apple Corporate Strategy Introduction â€Å"Marketing strategists term this a harvest strategy and consider it a no-brainer† (Hamel Prahalad, 1994:125). â€Å"Few current business concepts are more prone to oversimplification than the growth/share model, with its labelling of products or divisions or whole companies as ‘dogs’, ‘question marks’, ‘stars’ or ‘cash cows’† (Seeger, 1984:94). â€Å"An apparent disadvantage of the matrix was that it assumed that market share was reliable indicator of future profitability† (Calandro Lane, 2007:30). The above three quotations all criticise the BCG growth/share matrix and its practicality as a competitive tool. This paper discusses the advantages and limitations of the matrix and its application for Apple Inc. as a competitive tool. It concludes that the BCG matrix does have some advantages but is not appropriate for all businesses industries and should not be used as a sole analysis model. In the fast pace d competitive modern business world using just the BCG matrix for evaluating a company’s portfolio can have disastrous consequences. The paper is divided into five parts. Starting with an introduction, it moves on to the concepts of corporate strategy, portfolio analysis and the portfolio models. The third part discusses some of the advantages and limitations of the BCG matrix. The fourth deals with the implications of the BCG matrix when applied to Apple Inc. ending with the conclusion. Corporate Strategy, Portfolio Analysis and Portfolio Matrix Models â€Å"Always to be best, and to be distinguished above the rest†. This quote from Homer the 8th Century Greek Poet epitomizes the aim of all organizations. This is where strategy comes in. â€Å"Strategy is the direction and scope of an organisation over the long term, which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations† (Johnson, Scholes Whittington, 2005:9). One of the ways of achieving this is through competitive strategy. According to Porter â€Å"competitive strategy involves positioning a business to maximize the value of the capabilities that distinguish it from its competitors† (1980: 47). To achieve this, careful analysis of the external and internal environment is required. PESTLE and Porter’s Five Forces Model can be used for external analysis. For internal analysis the most commonly used is the seven S framework as well as SWOT analysis, v alue chain, value chain (supply) analysis and portfolio analysis. The result is greater understanding of the environment in which the business operates. Organizations operate under three levels of strategy. Corporate-level strategy, business-level strategy and operational or functional strategy. Corporate strategies deal with the organization as a whole while business strategy â€Å"focuses on how to compete in a particular industry or product-market segment† (Hofer Schendel, 1978 cited in: Beard Dess, 1981:667). Operational strategy is how the organization accomplishes the strategies set out in the first two using its various resources. For an organization to be profitable it is important to have effective strategies on all levels but a successful corporate strategy is crucial to the success of business and operational strategy. The late 1960’s and early 1970’s saw many conglomerates diversifying into different fields. New divisions or (Strategic Business Units) were evolving. The problem management faced was of effectively managing all these diversified units. One strategy could not work for all SBUs as they all experience different competitor threats, market growth rates and market shares. This problem was solved by the creation of the portfolio analysis. â€Å"Portfolio strategy pertains to the mix of business units and product lines that fit together in a logical way to provide synergy and competitive advantage for the corporation† (Daft, 2008:249). The aim of the corporation is to have a balanced corporate portfolio, so that they can decide which activities or products to expand,introduce and which businesses to acquire or dispose off. Thus, â€Å"diversified company portfolios are the normal and natural business form for efficiently channelling investment into the most productive use† (Henderson, 1977:203). The most common form of evaluating the corporate portfolios is the portfolio matrix models. Igor Ansoff, developed his Product-Market Growth Matrix in the 1950’s. He believed that â€Å"just to retain its relative position, a business firm must go through continuous growth and change† (Ansoff, 1957:113). He used four possible combinations of market penetration, product development, market development and diversification and plotted them on a 22 model. McKinsey Co developed a matrix where the variables were market strength and competitive position. Bruce Henderson in the mid 70’s using the same matrix principle developed his BCG growth/share matrix model. It had the same 22 matrix but was based on relative market share and market growth and used cash flow and the experience curve as a criterion. Arthur D. Little developed another model which used the product life cycle. â€Å"These [latter] three matrices form the basis of the various portfolio models that have been widely used to structure the strategic planning process of the firm in the 1970’s† (Coate, 1983:47). Since then there have been many matrices developed e.g. the GE model which uses ROI for assessing an investment opportunity and Shell which used a similar refined matrix evaluating business prospects along with the competitive position of the company. However, the most commonly used matrix by organizations is still Henderson’s BCG Growth/Share Matrix. It has to be taken into consideration however that â€Å"it is important to see these models as aids to decision making, not a replacement for management choice† (Hooley, Saunders Piercy, 2004:64). BCG Matrix – Advantages and Limitations The BCG matrix plots SBUs by looking at the relationship between market growth and market share. Henderson divided the matrix into cash cows, stars, question marks and dogs and asserted that â€Å"only a diversified company with a well balanced portfolio can use its strengths to truly capitalize on its growth opportunities† (Henderson, 1970:37). To show the relative significance of the SBU, size is shown in circles which can be calculated either from assets employed or sale turnover. The growth/share matrix gained immense popularity among large organizations with many SBUs. They could now use the matrix and decide which units to nurture, invest or divest. Its main advantage was its attractive presentation and easy to remember terms. Using only two variables it was easy and quick to make as well as being versatile enough to be applied to different brands, products, customers and distribution channels. The matrix became popular with managers who preferred the idea of cash flow implications rather than profits which are more in the accounts domain. The PIMS database which was developed at the General Electric in the 60’s and further developed by the Management Science Institute at Harvard in the early 70’s also supported this view. Another reason for the BCGs popularity was fashion. â€Å"It is an idea that is well understood and liked by many mangers and therefore one that allows communication between headquarters and strategic business units (SBUs). It has become part of the common business vocabulary† (Hooley et al, 2004:71). Undoubtedly, the simplicity of the matrix was its major advantage but it had its limitations as well. One of the major problems of the BCG matrix were the claims made by the developers that â€Å"such a single chart with a projected position five years out is sufficient alone to tell a company’s profitability, debt capacity, growth potential, dividend potential and competitive strength† (BCG, 2008:3). According to them the matrix would provide the complete solution but this is an erroneous belief. It does not provide the perfect solution for evaluating a company’s portfolio. This is also affirmed by Hooley et al who say that â€Å"if it is used it should be audited carefully to ensure its validity rather than followed blindly† (2004:2). Furthermore, there is no set definition of what an SBU is or what the definition of a market is e.g. a product might be a leader in a local market niche but at the same time a small player in the global market. The matrix is also difficult to plot accurately using market share and market growth. Organizational strength cannot be measured by market share alone, it has to take into consideration other strengths e.g. financial strength, brand equity, exclusive distribution channels or unique product features etc. In the same way market growth is only one aspect of market attractiveness. Using the cash flow resources for evaluation can also be perceived as a flaw. â€Å"In times of high inflation, cash flow may indeed be the major constraint on a company’s action range, but other capabilities such as appropriate managerial talent, expertise, know how, skilled labor and organizational flexibility are also important† (Derkinderen Crum, 1984:132). Also, according to Henderson â€Å"we should kick the dogs, cloister the cows and throw our money at stars. Only the question mark category demands management thought† (Seeger, 1984:94). This assumption can be criticised as being over simplistic. Dogs, should not be divested off without thought. They can retain that important portion of market share keeping competitors at bay, and also an organization who has a dominant product may deliberately introduce a dog into its portfolio for the same purpose. Sometimes, â€Å"occasionally it is possible to restore a dog to viability by a creative business segmentation strategy, rationalizing and specializing the business into a small niche which it can dominate† (Hedley cited in Wit Meyer, 2004:322). The human aspects and behavioural implications of the matrix are also overlooked e.g. how managers of SBUs categorized as cash cows react when their hard earned cash is given to other SBUs, or of members within the organization whose brainchild is divested? This can affect the morale of management and may result in quick turnover of disgruntled staff which is not beneficial to the organization. The simplicity of the matrix where an advantage can also be harmful since competitors can easy identify the strategy being used and use it to their advantage. An example of this is the successful infiltration of the Japanese in the UK motorcycle industry. Another limitation as Coate says is that â€Å"independent strategies can’t be defined for all possible business units† (1983:52) i.e. a business unit producing multiple products cannot invest in one profitable product and ignore the others. Either they all get investment of all of them have to be divested. Despite the fact that the matrix’s limitations far outweigh its benefits, it is still frequently used by organizations and in certain situations can be used as an effective competitive tool as well. The important thing is that it should not be used as the sole analysis method for decision making. Even the Boston Consulting Group has in recent years admitted that market share by itself does not necessarily mean competitive strength. â€Å"In a series of articles in the Financial Times in November 1981, Michael Gould of the BCG maintained that it is valuable to be the market leader for branded goods with the advantage of price leadership and the ability to spread marketing and distribution costs over a high volume; but economies of scale may be achieved even by a firm that is not the largest producer in the industry (Johnson et al, 2005:90). It is though, fair to say that â€Å"the simplicity of the Box makes it operationally useful and its ease of understanding makes it a use ful operational tool provided its limitations are kept clearly in mind† (Hooley et al, 2004:87). Apple Inc. The BCG Matrix 1: Profile Strategy: Apple is a global company operating in the technology industry which designs, manufactures and markets personal computers, portable music players and mobile communication devices. It was established in 1977 as Apple Computer Inc. specialising in personal computers. Operating in the ever changing high growth market and extreme competition, Apple began losing its market share to its major competitors including IBM and Hewlett Packard as well as the entry of numerous other PC manufacturing companies determined to enter the highly profitable market. SWOT Analysis (fig 2) Strengths Weaknesses Strong brand image Robust financial performance Media content Declining research and development (RD) investment Opportunities Threats Smart Phones Booming MP3 player markets Growing personal computers and peripherals markets Intense competition Dependence on specific suppliers Patent infringement Apple was faced with a weakening Mac line, stiff competition and demand for better value by the shareholders. There was need for a drastic change in strategy and product diversification was chosen as a mean of entering other consumer electronic market segments. In the Swot Analysis (fig 2) carried out by DataMonitor, we can clearly see their opportunities in the smart phones and MP3 player markets. In January 2007, the company changed its name to Apple Inc. as they diversified into other products. Currently, Apple Inc. in its portfolio owns three SBUs. The first is the Mac range which comprises of desktop and notebook computers along with their accessories. Secondly, it offers music products and services which include ipod, itunes etc. The third SBU consist of the mobile communication devices i.e. iphone. 2. BCG Matrix and Apple’s Product Portfolio: In the current competitive industry using the BCG matrix offers some benefits for Apple but there are disadvantages too. The flexibility that the matrix offers i.e. it can be used for plotting product portfolio of a firm can be beneficial to Apple. To introduce new products and revamp current ones a company needs vast amounts for investment. Apple needed money for RD which is a major expenditure for companies operating in the technology industry. â€Å"The Company believes continual investment in research and development is critical to the development and enhancement of innovative products and technologies† (Apple Investor Relations, 2007:1). Between 2005 and 2007, Apple spent $535 million dollars on RD. Part of this money was obtained by withholding dividend payments for two years between 2006 and 2007. The rest was from divesting within the Mac range. Using the BCG matrix, the decision of which products to invest in and which to divest would have been pretty straigtforward. Market growth for technological products very rarely slows long enough for a product to be classified as a cash cow. Therefore, most of these products would be classified either as a star, question mark or dog. At the time when Apple changed its strategy it had a large number of computers in its product range which it needed to reduce. The whole of the Mac Range would have been plotted with a few top selling products as stars which would have been carrying the whole load of the company with its profits. A few question marks which had low market share but were still making a profit which was being again utilized internally, but had low chances of becoming a star and quite a large number of products and their associated accessories and software would have been plotted in the dogs quadrant. By divesting in the dogs, Apple would have undoubtedly lost some market share but in introducing new products their aim was to attain market share in other markets. Spending huge amounts on RD, Apple updated and introduced fewer but better computers like ibook and imac into its product line in direct competition with their competitors. At the same time as updating its product line for the Mac range the ipod range can also be plotted on the matrix. The ipod currently holds 77% of the global market share , but to keep up with the current high demand Apple almost every year introduces a new version with more features and divest the oldest version which by that time has moved to the dog quadrant. It also uses the same strategy for the iphone range. Even though iphone is a relative new offering from Apple, it is already facing competition and to maintain and increase its market share Apple keeps introducing newer versions. Therfore, even though the BCG matrix does offer Apple benefits for managing its product portfolio, it negates one of the main declarations of Hendrix that â€Å"only a diversified company with a well balanced portfolio can use its strengths to truly capitalize on its growth opportunities† (1970:37). For a well balanced portfolio, a company must have cash cows, however, with Apple and its products, the market growth rate never slows enough for a product to become a cash cow. Most of its products are in the star or question mark quadrants, and some are dogs which are then divested. Apple however sometimes does tend to retain some dogs, even though Henderson believed that â€Å"pets are not necessary† (1970:37), and should be divested off, Apple keeps some of its older versions of products because they retain a small share of the market which might be vital to the companies overall market share. 3. BCG Matrix and Apple’s SBU Portfolio: However using the BCG matrix with Apple’s corporate portfolio poses quite a few problems. First of all the developers claims that â€Å"such a single chart with a projected position five years out is sufficient alone to tell a company’s profitability, debt capacity, growth potential, dividend potential and competitive strength† (BCG, 2008:3), cannot be applied to Apple Inc. Apple operates in a fast changing environment where the introduction of one product can radically change the competitive strength and market share of a company. An example is Dell Computers who in 2007 lost its market leader title to HP. Within one year HPs market share increased dramatically to 17.6% while Dells managed only 13.9%. Apple comes third with a global market share of 2.6%, but that can change rapidly. Also for Apples iphone the current market share is only 6.5% compared to Blackberry which holds 41% and Palm at 9%, but the iphone is relatively new. It was introduced in July 2007 a nd immediately took over 28% market share of the US smart phone industry showing competitive strength of the product. Apple with iphone is challenging the market leaders and its market share is increasing every quarter. Therefore, a five year forecast cannot be accurate for analysing its future position. Also, however, if we plot the Mac computer range using market share and market growth rates, it would be positioned in the question mark quadrant. But that would make analysis difficult since two products of the mac range i.e. the ibook and imac are stars but as a SBU plotted in question marks. To manage all the products together would be difficult since some products require investment and some do not, according to the matrix you plan a unit strategy not an individual one. Once again Henderson’s criteria of having a balanced portfolio for success would not be applicable in the SBU matrix either. Currently, Apple’s ipod business unit is a market leader with majority market share and high market growth and would be plotted as a star, and the iphone and mac ranges would be placed in the question mark quadrant. It does not have any cash cows or dogs. A successful organization has to have cash cows from where cash flow is diverted into stars and question marks. The ipod sales at present is generating enough cashflow, not only to sustain itself but the other SBUs as well. If we blindly believe Henderson’s assumption then logically Apple should be in dire trouble whereas it is actually increasing its market share and cash flow with all three units. Another drawback of using the BCG matrix would be giving its competitors easier understanding of its strategy. With the company’s annual reports and market shares available publically, if competitors like HP and Blackberry know that Apple is using the BCG matrix as the sole analysis method they can easily construct a matrix for Apple and figure out its future strategies. Therefore, even though the BCG matrix could be useful to Apple Inc. for analysing its products strength and could be used as a decision tool, it would not be useful for future decision concerning its SBUs. It has to be admitted though that the BCG in its simplicity maybe can be more effective in another industry. It can be used as an internal analysis method but using it as the sole decisions making analysis method could be hazardous for the company. This is further confirmed by Seeger who says that â€Å"no management model can safely substitute for analysis and common sense† (1984:97). Apple would benefit using the SID techniques, risk analysis e.g. the monte carlo risk analysis model as well as personal experience and judgement before making any future decisions for its strategic business units. Conclusion We have thus seen how as a competitive tool the BCG matrix has its advantages and disadvantages. The main advantage being its simplicity and ease of plotting, â€Å"but elegance and simplicity in a theory’s presentation cannot guarantee sanity in its use† (Seeger, 1984:93). At the same time the matrix has its disadvantages in not having clear boundaries of what a market is and the criterion for market share and growth and the effect of external factors on it. To gain a competitive advantage a company aims towards â€Å"making an outlay of cash now in the expectation of extra cash coming in the future† (Dixon, 1994:21). For that they need to be in a competitive position and know which units to invest in and which to divest. BCG matrix makes this decision easier for managers but it has to be utilized in a carefully evaluated way. The matrix does give an indication of SBUs performance in the current market but it is not a model that should be followed without use of other methods of analysis and use of judgment by managers. This can be summarized in the words of Porter who affirms this by saying that â€Å"the growth/share matrix can be one component of a competitor analysis when combined with other kinds of analysis† (Porter, 1980:364) or Hooley et al who say that â€Å"it is clearly inadequate as a complete solution, but is of undisputed value as a starting point in many analyse† (2004:72). Therefore, not begrudging BCG matrix the benefits it offers mangers; it is defective as a sole analysis model for competitive strategy and still needs careful evaluation before any decision can be finalized. Bibliography Ansoff, H. I. (1957) Strategies for Diversification. Harvard Business Review, 35(5):113-124, Online available at: http://web.ebscohost.com/ehost/detail?vid=4hid=106sid=2bad248a-b6cb-4c13-81c2-74db4080bfda%40sessionmgr102 (Accessed 15th June 2008) BCG: The Boston Consulting Group, (2008). The Experience Curve Reviewed. IV. The Growth Share Matrix or The Product Portfolio. Online available at: http://www.bcg.com/publications/files/Experience_Curve_IV_Growth_Share_Matrix_1973.pdf (Accessed 12th July 2008) Beard, D. W. Dess, G.G. (1981) Corporate-Level Strategy, Business-Level Strategy, and Firm Performance. The Academy of Management Journal, 24(4):663-688, Online available at: http://www.jstor.org/stable/256169?Search=yesterm=corporate-levelterm=performanceterm=firmterm=strategyterm=business-levellist=hidesearchUri=%2Faction%2FdoBasicSearch%3FQuery%3DCorporate-Level%2BStrategy%252C%2BBusiness-Level%2BStrategy%252C%2Band%2BFirm%2BPerformance%26dc%3DAll%2BDisciplinesitem=1ttl=194returnArticleService=showArticle (Accessed 22nd May 2008) Calandro Jr, J Lane, S. (2007) Special Section: Winning in your industry: new tools and strategies. A new competitive analysis tool: the relative profitability and growth matrix. Strategy and Leadership, 35(2):30-38, Online Available at: http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=ArticlecontentId=1596528 (Accessed 2nd May 2008) Coate, M.B. (1983) Pitfalls in Portfolio Planning. Long Range Planning, 16(3): 47-56, Online available at : http://www.sciencedirect.com/science?_ob=ArticleURL_udi=B6V6K-45PMPYS-14_user=10_coverDate=06%2F30%2F1983_alid=760368145_rdoc=3_fmt=high_orig=search_cdi=5817_sort=d_docanchor=view=c_ct=3_acct=C000050221_version=1_urlVersion=0_userid=10md5=f8879374940c70491a7e8906d1bc6068 (Accessed 24th June, 2008) Daft, R. L. (2008) New Era of Management, 2nd ed. Mason: Thomson Higher Education. Derkinderen, F. G. J. Crum, R. L. (1984) Pitfalls in Using Portfolio Techniques – Assessing Risk and Potential. Long Range Planning, 17(2): 129-136. Online available at: http://www.sciencedirect.com/science?_ob=ArticleURL_udi=B6V6K-45K4GRJ-9P_user=6649953_coverDate=04%2F30%2F1984_alid=760368145_rdoc=2_fmt=high_orig=search_cdi=5817_sort=d_docanchor=view=c_ct=3_acct=C000010181_version=1_urlVersion=0_userid=6649953md5=4eb70387aca6a81b0bed14dab76607ae (Accessed 24th June, 2008) Dixon, R. (1994) Investment Appraisal. CIMA, rev.ed. London: Kogan Page Hamel, G. Prahalad, C. K. (1994) Competing for the Future. Harvard Business Review. 72(4): 122-128, Online Available at: http://web.ebscohost.com/ehost/detail?vid=5hid=107sid=728905ba-dc97-471c-a829-b8c61346578f%40sessionmgr108 (Accessed 23rd April 2008) Henderson, B.D. (1970). The Product Portfolio. Reprinted in Stern, C.W. (ed.) and Stalk, G. (ed.) (1998). Perspectives on Strategy From The Boston Consulting Group, pp. 35-37, John Wiley and Sons, New York. Henderson, B.D. (1977) The Corporate Portfolio. Reprinted in Stern, C.W.  and Stalk, G. (eds.) (1998). Perspectives on Strategy From The Boston Consulting Group, pp. 203-205, New York: John Wiley and Sons Hooley, G. Saunders, J. Piercy, N. (2004) Marketing Strategy and Competitive Positioning. 3rd Ed. Essex: Prentice Hall. Apple Investor Relations, (2007) Apple Inc. 10-K Annual Report. Available from http://phx.corporate-ir.net/phoenix.zhtml?c=107357p=irol-reports (Accessed 17th May 2008) Johnson, G. Scholes, K Whittington, R. (2005) Exploring Corporate Strategy. 7th Ed. London : Prentice Hall. Porter, M. E. (1980) Competitive Strategy. New York : The Free Press. Thompson Jr, A.A, Strickland III, A.J. Gamble, J. E. (2007) Crafting and Executing Strategy. 15th Ed. New York : McGraw-Hill Irwin. Wit, B.D. Meyer, R. (2004) STRATEGY-Process, Content, Context. 3rd Ed. London : Thompson Learning. XML Database: An Introduction and Analysis XML Database: An Introduction and Analysis XML, mnemonic of eXtensible Markup Language is one of the most extensively used data format and is used as a standard for exchange of data over the internet. As large amount of data is represented as XML documents, techniques like RDMS have to be used to store and query these XML documents. There are two well known approaches for parsing an XML document to convert into relational DBMS: SAX and DOM parsing. In this research, both these methods are studied and then the performance is compared. Some alternative ways of data structuring and tagging from tables of RDBMS as a hierarchical XML document has been studied. As a final result, the best alternative which will provide with the best and effective performance for capturing and querying XML data using RDBMS can be found out. When a large amount of data is to be loaded into an XML document, it becomes important to execute the request query and save the process at XML document. One way is to use XML native data base system. This has two weaknesses 1. eXtended Markup Language resident database system is not ample to save data and it cannot contain the complicated query at relational DBMS. 2. It is impossible for the users to access XML documents and data that are stored in a relational DBMS. To overcome the above mentioned weaknesses, querying and storing XML data techniques using RDBMS are used. The steps for this approach are- 1. Data or an XML document is saved by making relational table design. 2. XML data is divided by separating them into columns in the presented table. 3. SQL Queries are used to get access to the XML document format obtained in RDBMS dta format. To transfer data from XML to data base, the strategy is to use C# as middleware. This research can be done by parsing technique with the help of SAX parser or by using XML Tree Class. To do the vice versa, the present format of XML document from relational SQL SERVER 2008 database supported by C# script, used as middleware; is converted with the help of tagging and structure. All alternatives (outside engine) done by tagging and structuring process implies that a part of the task was done outside the relational database engine. For comparing the XML document and RDBMS from the point of speed in loading the process in the browser following tasks were performed:- Searching of the data in the XML document is done with the help of DATA binding technique. Presentation of the XML data from RDBMS is done by searching data from XML document which was saved into SQL database, than with the help of DOM Tree method the result of the query is saved as a XML Document Database problems in XML They are hard to update. We cannot implement the constraints. Its difficult to optimize the xml database. Hard to maintain the consistency Data Storage and Data Transmission: These two are different concepts. In data storage we store data and while storing it we need to check the validity of the data. In Data Transmission we simple transfer the data from one system to the other. XML are generally used for the Data Transmission purpose. COMPARISON Relational Database XML Database META DATA Definition CREATE TABLE DEFINE XML SCHEMA Persistence of DATA INSERT,UPDATE CREATE XML DOCUMENT QUERY SELECT XPath ,XQuery 1.2 BENEFITS AND LIMITATIONS OF DIFFERENT DATABASE TECHNOLOGIES: Speed is the major advantage of creating database with objects. In OODBMS (Object oriented Database Management System) data is stored as objects but not in the form relational rows and columns such as in relational DBMS that is why OODBMS is faster than relational DBMS. OODBMS is more applicable than relational DBMS (RDBMS) for some tasks. This is because OODBMS performs many operations using navigational interfaces where as RDBMS uses declarative interfaces. OODBMS follows pointers to implement navigational access to data in an efficient manner. One disadvantage of RDBMS s is we need relational mapping layer to map the entire model for application objects to the database object model, whereas in OODBMS there is no need to match those layers. In RDBMS due to this mapping there may be an impedance mismatch and there is no such problem in OODBMS and it also increases the performance. OODBMS has some drawbacks like:- As it is said above OODBMS uses pointers to implement navigational access to data this is one of the drawback as in general purpose queries this will lead to delay the output and also becomes complicated than relational One more drawback is that there is no mathematical foundation for OODBMS, unlike RDBMS. This makes OODBMS weaker than RDBMS in supporting queries. The difference between data-base centric thinking and oop is in the way it views the world. The first one views the world through a viewpoint which is declarative and attribute-driven. The latter one views through a viewpoint which is behavioural. This is one of the major differences between databases and OOP. Many consider database technology as a failure. Hence attempt are being made in research and industrially to closely integrate database functionality into object programming languages. 1.3 DIFFERENT APPROACHES FOR THE DATABASE DESGIGN Different approaches for the database design includes data model approach design approach and so on. Starting with the data model approach: For effective project implementation database design is most important aspect thats why should be completed within given time line to give economical approach in project developing phase. Data model construction and updating on change of data deign in necessary as every application will need data storage. It is one of the most crucial parts of an application for developer and user as well. The different normal forms are:- 1st Normal Form Similar group should be stored in different table and tables should be provided by primary key to identify columns. 2nd Normal Form To protect data redundancy foreign key must be introduced. 3rd Normal Form Primary key plays a prominent role making every column in the table related. This makes every column a dependent of the primary key of the table. Those fields not satisfying above property should be stored in a new table with a new key. 4th Normal Form: Independent relationship should be removed from the relation database. 5th Normal Form Many to many relationships can be related logically thats why its also known as Exists in never-never land. Followed by the data model approach is the design approach which is explained as below: 2nd and 3rd form designs should be used for large application having enhancement scope. Scalability should be kept in mind during designing phase of application. Third form can ask you to make host of tables with less number of entity which reduces data replication across tables. While talking to a fellow developer i came to know that they used 3rd form as they were quite sure that it would not create dependency problem for their application as they used comma to differentiate primary values in a defined field of a table. Classes that can be used as data object which contain properties, actually a description and quality of entity element and these properties are introduced by getter and setter, should be designed at the time of creating class diagram for an application. Both object and property shows real life entity. For creating the database tables we need following constraints and relationships to be there in that table so that final database developed will be more effective and understandable. These are explained in the Constrains section under the database design part with the help of query tools. LO2 DEsign and implementation: 2.1 Requirement: This assignment is to understand the database design concepts, implement the database designed and execute the queries to obtain the required result with the help of SQL Server database. It also helps in developing Client side application to modify, update and view the results through C#. Net. Deeveedeezee, the online DVD shop records the customer details, DVD details which includes title, genres, Studio, classification, actors, directors and other information. It provides the users to rate a DVD using star scaling ranging from 1 to 5 and also allows them to create their own wish list. Our objective is to understand how the database of this DEEVEEDEEZEE is maintained, practically implementing it with the help of SQL Server and develop an client end application that interacts with SQL Server and provides the user the authority to view and add details. The WindowsFormApplication1 is the project tile and the client application can be run by opening the solution in MS Visual studio and Debugging the Code. It can be done by clicking on Build->Start Debugging. Function: Deeveedeezee.com as mentioned above provides the online customers various details about the DVDs, their reviews, ratings, synopsis and also allows them to create their own wish list. To maintain such a database, it has to be well designed and effectively handled by the administrator or the team of database continuously monitoring and assessing the required information. Every user is provided with unique user-id and password with which they can login and access the required information about the DVDs. They can even provide their comments, reviews and ratings as well which are again recorded under their user-id and are provided when ever required or asked for. Also deeveedeezee handling such large information from the website requires an Administrator or a team working on databases so that it is well managed and maintained. Thus every administrator and the team member again have got their own user-ids and passwords so that they can login into the databases and do their assigned tasks. These discussed details are presumed to be handled and the rest of the discussion focuses on the database designing, implementation and development of a client application which interacts with SQL server to provide them the easier access to add and view data from the database. Thus the backend database has got various data rules, definitions and constraints to be handled. Recording distinct information and accessed by different types of users, database has got different tables and views with appropriate fields and attributes. The database design diagram shown below shows the clear picture of how the database is designed, the various tables it maintains, attributes it holds and their properties. DATABASE DESIGN DIAGRAM ERD The diagram shown below depicts the various tables and its attributes. This design is modified and improved further with the help of Entity Relationship Diagram. The Entity Relationship diagram of the report is as below. The rectangle boxes are considered as entities The ovals are treated as attributes. Rhombus represents relationship between the entities. The diagram represents all entities, attributes and also the relations between the entities. It is a graphical representation of the relations. The ER diagram is a good means of understanding the relationships between the entities and attributes. In the below diagram, different users can be uniquely determined by its attributes like userId, email, firstName etc. User entity is related to DVD by Reviews. The ratings given to the movie by viewers are recorded through Ratings. Comments are the reviews of viewers. DVD on the other hand can be uniquely determined by its attributes like dvdId, title, studio etc. Role connects DVD and People. Role can be various tasks of people like actors, producer, and director. People have attributes of peopleId and peopleName. dvdDetails dvdId title retailPrice releaseDate runningTime synopsis genres studio users userId initials firstName surname dateOfBirth address email mobileNo telephoneNo password timestamp studio Fig: Database Design Add view Users Add roles id peopleId dvdId role wishlist id email userId wishlist Customers view dvdClassification id dvdId classification description people peopleId peopleFirstName review reviewId userId email dvdId review rating timestamp Entity Relationship Diagram (ERD) peopleName peopleId people Role dvdId title retailPrice releaseDate runningTime synopsis genres studio DVD RatingComment Review userId dateOfBirth surName firstName initials User telephoneNo mobileNo email address password 2.2 4.3 DOCUMENTATION AND Implementation OF THE DATABASE: Database Implementation and Datatype Usage The designed database discussed with the help of database design diagram and entity relationship diagram are implemented in SQL with the help of MS visual studio. All the attribute and tablenames are in used as per the conventions like using camel case, singular table name and so on. The output tables, conents nd query results are recorded with the help of screenshots and are shown as below: Table1: user table Comments: The details of the users like firstName,email, DOB, address, contact details are recoderd. In this table Primary key contraint,Not Null constraints are present. Datatypes of each attribute as per the given data rules are being implemented as shown above. Table2: dvdDetail table Comments: It stores the all details of DVD like running time ,release date,title and creates an unique dvd id. In this table Primary key contraint,Not Null constraints are present Datatypes of each attribute as per the given data rules are being implemented as shown above. Table3: review table Comments: It stores the reviews and the rating i.e No. Of stars given to the DVD by the user. It has not null contraints ,check constraints which checks that the rating field have value greater than 0 and less than 5,foreign key contrains.email is the foreign key which is refrencing to the primary key of the users table. userId and dvdId the combination of these two is used as a primary key. Table4: people table Comment : It stores the name of the people involved in the movie or DVD and gives a unique id to each of them that is peopleId. Table5: role table Comment: It stores the role of the each people involved in the movie like director,producer,actor etc. It has a foreign key dvdId which refrences to the dvdDetails dvdId.id is the primary key which is a identity with a seed 1. Table6: wishlist table Comment: It stores the wishlist of each user in comma seprated form. In this table id is the identity with seed 1 and userId is the primary key and email is the foreign key. Table7: dvdClassification table Comment: It stores the classification of the dvd with a little description about the dvd. dvdId is the foreign key and id primary key and also a identity with seed 1. Constraints NOT NULL Constraint: This is a constraint which restricts the user from entering the null value or leaving it blank. The user needs to provide the details for that field. It becomes necessary for the user to enter. Fig: NOT NULL CONSTRAINT In the given example id,email,userId fields can not be left empty. User need to provide these details otherwise it will through error.wishlist can be left empty. Query for this constraint CREATE TABLE wishList ( id int NOT NULL, email varchar(100) NOT NULL , userId int , wishList varchar(MAX) NOT NULL) Primary key constraints: This constraint is used to uniquely identify the row in the table. This field is not repeated in any of the other row. Primary key of one table can be used as the reference or foreign key of the other table. Fig: PRIMARY KEY Constraint In the above example userId is the primary key. All the rows in this table will have different userId. Fig: Showing the implication of Primary Key constraint In the above figure it is clealy shown that the userId is different for different rows. Unique constraint: This is the constraint used for uniquely identifying a particular column. All the values in a particular column are different. Fig: UNIQUE CONSTAINT In the above figure userId field has a unique constraint.It is a identity with a seed of 1.Every time a new row is inserted is automatically increments the value of the userId which ensures that in userId column no value is repeated. Fig: Showing the implication of Unique constraint In the above figure in userId column no value is repeated . userId has a unique constraint. Foreign key constraint: This constraint ensures that the database has a refrential integrity. Foreign key is works on the refrence of the primary key of some other table. Query: CREATE TABLE wishList (id int , userId int PRIMARY KEY, email varchar (100) references users(email) wishList varchar(MAX) ); Fig: Foreign Key Constraints In the above figure email is the foreign key which refrences the email i.e the primary key of the users table. Check constraint: This constraint makes sure that all values in a column satisfy certain specific criteria. Query: CREATE TABLE review ( reviewId int NOT NULL, userId int NOT NULL, dvdId int NOT NULL, review varchar(200) NOT NULL, rating float CHECK (rating0) timestamp timestamp) This check constraint helps in validation of ensuring the star rating to be between 0 and 5. Or CREATE TABLE dvdDetail ( dvdId int NOT NULL primary key identity(1,1), retailPrice int NOT NULL, title varchar NOT NULL, synopsis varchar NOT NULL, runningTime int CHECK (runningTime>10 AND rating genres varchar NOT NULL studio varchar NOT NULL) This check constraint ensures that the running time to be between 10 and 5000. LO3 Use of Manipulation and Query tools 3.1 Benefits of Manipulation and Query Tools in Database Manipulation and Query tools in database include those commands and statements that on execution would help in data manipulation. SQL maintains certain standards which includes DML or Data Manipulation Language. The major SQL commands that include in this DML are INSERT, UPDATE, ALTER and so on. These tools or query commands help in modification of tha data and constant updates that have to be made. SQL Server 2008 offers a very good platform that provides access to database and also it provides the query window for executing various commands that include in the Data Manipulation Language. They are very much useful in making it easier for the user to modify the data and update some information. A fine picture of these tools and their functioning can be understood in the sections below: 3.2 Implementation Query tools: Query for viewing all DVDs belonging to the Romantic Comedy genre in order of price. Table: Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails WHERE (genres = Romantic Comedy) ORDER BY retailPrice The query when executed would result into the table as shown below: Table: Result of the query Query for viewing all DVDs belonging to the Universal Pictures UK studio. Table:Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails WHERE (studio = Universal Pictures UK Studio) Table: Result of the query Query for viewing all DVDs in which Johnny Depp or De Caprio have acted. Table: Initial data in dvdDetails table Query:- SELECT dvdDetails.dvdId, dvdDetails.title, dvdDetails.retailPrice, dvdDetails.releaseDate, dvdDetails.runningTime, dvdDetails.synopsis, dvdDetails.genres, dvdDetails.studio, choose.dvdId AS Expr1 FROM dvdDetails INNER JOIN (SELECT DISTINCT [NATURAL].dvdId FROM roles AS [NATURAL] INNER JOIN people ON people.peopleId = [NATURAL].peopleId WHERE (people.peopleFirstName = Shahrukh) OR (people.peopleFirstName = Amir khan)) AS choose ON choose.dvdId = dvdDetails.dvdId Table: Result of the query View all the DVDs which Steven Spielberg has directed. Table:Initial data in dvdDetails table Query:- SELECT dvdDetails.dvdId, dvdDetails.title, dvdDetails.retailPrice, dvdDetails.releaseDate, dvdDetails.runningTime, dvdDetails.synopsis, dvdDetails.genres, dvdDetails.studio, choose.dvdId AS Expr1 FROM dvdDetails INNER JOIN (SELECT DISTINCT [NATURAL].dvdId FROM roles AS [NATURAL] INNER JOIN people ON people.peopleId = [NATURAL].peopleId WHERE ([NATURAL].role = Director) OR (people.peopleFirstName = Farah Khan)) AS choose ON choose.dvdId = dvdDetails.dvdId Table: Result of the query View of all the DVDs suitable for a Valentines Gift. Table: Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails WHERE (genres = Romantic) Table: Result of the query View of all the DVDs suitable for children (under 10s) to watch. Table: Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails WHERE (genres = under 10) Table: Result of the query DVDs on the wishlist for a specified customer Table:Initial data in wishlist table Query:- SELECT wishList FROM wishlist WHERE (userId = 1) Table: Result of the query DVDs in order of release date Table: Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails ORDER BY releaseDate Table: Result of the query DVDs belonging to a specified studio in order. Table:Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails ORDER BY studio Table:Result of the query To add a sample DVD. Table: Initial data in dvdDetails table Query:- INSERT INTO dvdDetails (retailPrice, releaseDate, genres, studio, runningTime, title) VALUES (99, CONVERT(DATETIME, 1990-05-02 00:00:00, 102), under10, Coke Studio, 1100, Tom) Table: Result of the query Table:Data in dvdDetails table after executing query An update query to change the review star rating assigned by a customer to a DVD. Table: Initial data in review table Query:- UPDATE review SET rating = 3.5 WHERE (userId = 1) Table:Result of the query Table:Data in review table after executing query 3.3 EVALUATION OF QUERY TOOLS: Queries can be simple and complex. For the complex queries we make the stored procedures, views and trigger which we can use later in our code and for the simple query we can directly embed in the code. Stored procedures contain more than one query and the stored procedure is pre compiled method for accessing the data from the database. Queries including select, insert, update etc are written in the procedures. After committing the query if any error occurs then we roll back and ignore the result of that query. If the correct relationship is present between the tables than only we can get the correct result from the data LO4 Use, documenting and implementing of Relational Database Management System 4.1 4.2 TESTING OF THE RELATIONAL DATABASE AND ITs IMPLEMENTATION Queries in the section 3.2 produce the result correctly i.e. the output of different queries are correct and as we know that queries will give the correct output only when the relation between the tables are correct i.e. the relational database is correctly made. Queries in the view section and the also in the client application desired view produce a correct result which shows that the implementation of the relational database is correct. Client Application: Microsoft Visual Studio has been used for developing the client application in C#.NET. Our main objective was to provide the user with the facility to add and view the data from the database so that proper updating can be done and relevant information can be provided to the user through the online website of deeveedeezee.com. The prerequisites for this application are: MS Visual Studio installed in the computer system with C#.NET and SQL server. The MDF file or the database has to be loaded into the application through MS Studio by Data-> Add new datasources-> Database. Once the database is loaded, the SqlConnection string path has to be modified to the path where the database is located. Every user of this client application is provided with unique username and password through which he can log in into the application. The application only highlights the required and mentioned features in the assignment of VIEW and ADD. The figure below represents the Client Application as it looks after logging in successfully. afterlogin client app.JPG Fig: Client Application The user allowed viewing and adding the data, on clicking the respective buttons would be directed to the forms as shown below: view and add.jpg Fig: View and Add forms One can view the details of DVDs, Reviews posted by the customers through online website, Ratings provided by them, their wish lists and the user data. One can add up details to be displayed about DVD to the customer, roles played by various actors, actress and other working staff for that particular product, rating as per the reviews and rating awarded by the customers and also new users data. The following sets of figures describe how the data and various details are added to through the client application into the database: add dvddetails.JPG Fig: Add dvdDetails On clicking the submit button, in the coding section the query to insert the details of DVD which includes dvd Name or title, Price, Genres, Date of Release of the DVD, Studio and synopsis is executed and the table of dvdDetails is updated as shown above in the query section. add ratings.JPG Fig: Add DVD Ratings Viewing the details of review and rating provided by the customers through online, the user of this client application can rate the dvd accordingly. He has to identify the dvd ID and based on the information he has got he can provide the rating on a scale of 1 to 5. As explained above similarly on clicking the submit button, the query gets exected in the back and the table of concerned gets updated as shown above in the query section. add roles1.JPG Fig: Add Role Details This helps in providing the customer regarding the cast details of the product. add users.JPG Fig: Add Users Details This helps in validating the user by adding them into the database. Similarly viewing would allow the user with the following output: Fig: View of dvdDetails dvdDetails includes title, price, date of relase and such other features that described the dvd. dvdID is uniquely and automatically generated and is considered as the primary key. From the data available in this table dvds can be classified based on their genre and studio as per requirement. Fig: View of Roles This table helps in updating the online site with the roles played by various persons involved in making this product. The persons can be identified by their unique ids. Fig: View of Wishlist As provided online by the customers their wishlist gets updated in the database ad can be viewed for knowing required information about the user and his preferences for future use. Fig: View of Users data Users or customers using deeveedeezee.com online and th staff using this application, all the details are provided in this table from which one can know about their personal details and contact information to be used for various purposes. Fig: View of Reviews Based on the data provided in the reviews by online viewers, the users of this application can add the modified rating based on data collected from many sources. 2.3 Application of a range of database tools to enhance user interface In all the above view forms, GRIDVIEW t

Nestle Fruit Yogurt Company

Nestle Fruit Yogurt Company Abstract Nestle Fruit Yogurt is one of the famous product launched by Nestle all over the world. Most of the countries where Nestle has launched it, have accepted the product very well. This shows that product has potential and if marketed properly can do wonder by enhancing Financial statement profits for Nestle. Here we are making an analysis of UAE as Nestlà ©s future destination of launching Fruit Yogurt. In this study we are seeking financial, marketing and Resource planning of Nestlà ©s launching campaign in very first year. This analysis can help Nestle in making deciding whether to launch the product in Emirates and how to launch the product. Executive Summary A marketing plan usually provides a sound framework for development of marketing strategy for any product. There is a list of action items inclusive of objective, sales budget requirement, resource requirement etc. Its very relevant part of the total business plan. In our first submission, we had talked at length regarding cultural and economic analysis related to market and features of offered product. This project submission will be taking us forward from where we had left in the last assignment. Here, We will take closer look at the nuances of running a good business like understanding target market, designing suitable promotion strategy, having total overview of distribution marketing and production processes. The last part has explained in detail about the benefits of the Nestle Fruit Yogurt. It has also explained how it is suitable for UAE climate and how its launch in United Arab Emirates will make a new trend of having healthy snacks and lunch. We, in last part, also analyzed that the market condition of UAE and preference and desires of Emirates. Now, in this study, we are going to study how to market the product how will it work in the UAE.   We are going to analyze fully what will attract Emirates to our product. Traditional approach to look at any product that is based on marketing involves the understanding of: Financial data. Product data Sales and distribution data Advertising and sales promotion data We are going to approach this study in this traditional approach to make a detailed Market launch analysis of the product. (Yogurt) Marketing Plan Introduction Marketing Plan will analyze how to strategize the launch of Nestle fruit Yogurt in UAE. It will check out the advertisement, Promotion and Packaging plans for this new product. The detailed will work as the initial plan for the launch of the product in UAE and it will be subjected to change gradually as the sale will follow the expectation or will deviate from its initial plan. Marketing Objective Target Market Since Nestlà ©s fruit Yogurt will be totally new product in UAE and therefore is not well known. In our last submission, we had highlighted about specifically targeting the age group of 15-35.This was basically based on the consumption trend of this group. Expected Sales Sales objectives define the projected quantity of goods that can be sold. Hence it is very relevant for the success of businesses that realistic and achievable objectives should be set. We are expecting the total sale of 650 tonnages of Nestle fruit Yogurt in United Arab Emirates. Our expectation is very optimistic as it is nearly 60% of the total present market. Profit Expectation As we are planning to have 650 tonnages of sale in UAE, therefore we are expecting Nestle to have at least profit of 9% around on the product which comes in the range of 0.09 percent*650 tonnages *9463 AED per tonnage ~ 553,385 AED which is really decent as we can see that this is just a launch year. Promotion Mix Advertising Objective Main objective of advertisement is that it will be to drawing attention of the health conscious customers towards Nestle fruit Yogurt. Since the Nestle Fruit Yogurt belongs to premium segment where more stress will be provided to attract urban area customers who are willing to use something new. Actually if we start trying segmenting of the people of UAE, we can segregate UAE people into two major categories. One who usually prefers to have new products present in the market and these people are usually called experimenters. Other kind of category which tries to retain their own age-old family used brand which usually bar them from taking any new product. Seeing this, we need to make its Nestlà ©s image to look as fashionable and premium class. To make this image, we can try using some Hollywood star who can endorse our product and which is youth icon famous among Emirates.   Media Mix We are planning to use the media mix in such a way to approach every single people in Emirates to make them aware of this new product coming in the market. Since ours will be the first company launching this product on such a large scale in UAE therefore it can become a tough task to inform to educate consumers about health benefits and differentiation of our product from the entire existing product in the Emirate market. Hence we need to use below given promotion media mix: Kiosks Advertisement in magazines, television and newspapers. TV program. Banners Billboards. The way we are planning to make this promotion is to have it in various phases. Actually, In first phase, we are planning to have awareness program. Then in next phase we are planning to market the real product among the Emirates through use of hoarding, kiosks, banners and all the other media methods. Message Nestle Fruit Yogurt should be aiming to recognized as a healthy food product company. This company wants to be known as a firm which usually provides high quality health products. Idea will be to convey its young and premium image to the consumers. Message should be something similar to â€Å"Taste with Health!!!.. Try me!!†. Cost Advertisement TV Advertisement 40000 Newspaper Advertisement 20000 Kiosk Advertisement 10000 Magazine Advertisement 20000 Banners 10000 BillBoards 10000 Promotion 10000 Advertising Expense $ 120,000.00 Sales Promotion Objective The objective of sales promotion is usually to attract more and more consumer in the very first year. This will be done by the help of affordable micro packaging of size small as 100g. This will be the smallest container that should be available among the customer because tinier than this package can affect the brand image of Nestle which is the last thing Nestle company want to do. Premiums Premium is used in a way in order to associate our product with real use product needed by segment we are planning to target. Since here for Nestle fruit yogurt we are targeting premium segments youth who are really conscious about their health we can offer them some diet free sugar product. Coupon Other kind of consumer attraction tactics that usually comes when some new product is launched is the Coupon Tactics. Here with Nestle fruit yogurt we can plan to give some consumers who are winning lucky draw, a free gym coupon to some posh area gym. Cost Cost allotted with promotional strategy will be less only as company will be targeting more of awareness and less of sales. Therefore company will be stressing more on advertisement and less of promotion which appears from the budget itself which allots $10000 only for promotion activities. Personal Selling In the initial stage company is not planning to sell its product the personal selling as this will reduce the companys brand image which is really good considering the international brand image of Nestle. Other Promotional Method Promotional strategy which Nestle is planning is already mentioned. As of now, Nestle fruit Yogurt product will not be experimented using some strange and innovative promotional technique. May be it can work Nestle will not be taking risk in UAE market. Distribution from Origin to Destination Mode of Distribution Nestle like all of its dairy product will prefer roadways mode of transportation. It will distribute its product to the wholesalers and retailers through Nestle Van which will have freezing facility available with it. Products are of lesser expiry date therefore it will be preferable for Nestle to have its own distribution system to avoid delayed delivery. Packaging Marking and Labeling Regulations Usually, on any package, many kinds of labels are used. Many may include product certifications and trademarks and the food authority approvals. In order to utilize full use of packaging, it is suggestible to publicize the health benefits related with Nestle fruit Yogurt through labeling. Containerization To avoid piracy and ease operational requirement company should always use bar codes, identification and RFID numbers. This should be done for trouble-free shipment tracking of the goods. Another related important aspect which needs to be considered is the container standards. It should be of international standard. Costs Packaging use a significant portion of total cost related with a product. For example, in Dairy Product industry, packaging cost may be as high as 30% of total cost. Whatever be the case company should try to reduce this cost as much as possible. Following international standard of hygiene and maintain a premium quality forces price to increase to go beyond the limits. Therefore company should try to use some beneficial strategy to reduce the packaging cost to be as low as 10% of the product in long term. Price Determination Transportation Cost It will be there as always but usually depends who is going to bear this charge company, wholesaler or retailer. Here it will be borne totally by wholesaler only. Wholesaler will need something in order to take this cost and keep making profit. Therefore company is giving hefty commission to the wholesalers @ 13.5 %. Handling Expenses Handling expense for making the product to reach on board to fulfill the requirement of FOB will be borne by company itself. This cost will be included in other miscellaneous cost. Whole and Retail Mark Up and Discounts Product Cost Percentage of Cost Fruit Yogurt Cost(650 ton) $   1,100,000.00 72.7% Packaging Cost $ 110,000.00 7.3% Selling Expense $ 85,000.00 5.6% Advertising Expense $ 120,000.00 7.9% Distribution Expense $ 93,000.00 6.1% Misc Expense $ 5,000.00 0.3% $   1,513,000.00 Selling price(Profit Margin 8.7%) $   1,644,631.00 Final Price AED price Product Cost $ 1,513,000.00 AED 5,555,736.00 Selling price(Profit Margin 8.7%) $ 1,644,631.00 AED 6,039,085.03 Selling Quantity we are targeting (Ton) 650 Company Price Selling price per ton $ 2,530.20 AED   9,290.90 Selling price per Kg $2.53 AED 9.29 Selling price per 250g Pack $0.63 AED 2.32 Selling Price per 100g pack $ 0.025 AED 0.09 Wholesale Price (@13.5% WS Commission) Selling price per Kg $2.87 AED 10.55 Selling price per 250g Pack $0.72 AED 2.64 Selling Price per 100g pack $0.03 AED 0.11 Retail Price (@13% Retail Commission) Selling price per Kg $3.25 AED 11.92 Selling price per 250g Pack $0.81 AED 2.98 Selling Price per 100g pack $0.03 AED 0.12 (Statistics, 2003) Pro-formal financial Statement and Budget Introduction In this plan we are going to study detailed financials about the Nestle Yogurt Product. The product financial will include product costing and product pricing for the UAE market. Most of the pricing we are doing in $ terms and at last we are converting them in AED terms. Marketing Budget Advertisement/Promotion Expense Advertisement TV Advertisement $40,000.00 AED 146,880.00 Newspaper Advertisement $20,000.00 AED   73,440.00 Kiosk Advertisement $10,000.00 AED   36,720.00 Magazine Advertisement $20,000.00 AED   73,440.00 Banners $10,000.00 AED   36,720.00 BillBoards $10,000.00 AED   36,720.00 Promotion $10,000.00 AED   36,720.00 Advertising Expense $ 120,000.00 AED 440,640.00 Distribution Expense Distribution Cost Store Payroll $ 20,000.00 AED 73,440.00 Store Management $ 10,000.00 AED 36,720.00 Rent $ 10,000.00 AED 36,720.00 Utilities $ 10,000.00 AED 36,720.00 Depreciation $ 10,000.00 AED 36,720.00 Repair $ 20,000.00 AED 73,440.00 Maintenance $ 13,000.00 AED 47,736.00 Total Distribution Expense $ 93,000.00 AED 341,496.00 Product Cost Processing Milk to Yogurt cost Raw product Milk(600 ton) $800,000.00 Processing Variable Cost Sugar Stabilizers Fruit /Flavors Bacteria Culture Fuel Total $200,000.00 Processing Fixed Cost $100,000.00 Final Yogurt product(620 ton) $    1,100,000.00 Product Cost Percentage of Cost Fruit Yogurt Cost(650 ton) $   1,100,000.00 72.7% Packaging Cost $ 110,000.00 7.3% Selling Expense $ 85,000.00 5.6% Advertising Expense $ 120,000.00 7.9% Distribution Expense $ 93,000.00 6.1% Misc Expense $ 5,000.00 0.3% $   1,513,000.00 Selling price(Profit Margin 8.7%) $   1,644,631.00 Final Price AED price Product Cost $ 1,513,000.00 AED 5,555,736.00 Selling price(Profit Margin 8.7%) $ 1,644,631.00 AED 6,039,085.03 Selling Quantity we are targeting (Ton) 650 Company Price Selling price per ton $ 2,530.20 AED   9,290.90 Selling price per Kg $2.53 AED 9.29 Selling price per 250g Pack $0.63 AED 2.32 Selling Price per 100g pack $ 0.025 AED 0.09 Wholesale Price (@13.5% WS Commission) Selling price per Kg $2.87 AED 10.55 Selling price per 250g Pack $0.72 AED 2.64 Selling Price per 100g pack $0.03 AED 0.11 Retail Price (@13% Retail Commission) Selling price per Kg $3.25 AED 11.92 Selling price per 250g Pack $0.81 AED 2.98 Selling Price per 100g pack $0.03 AED 0.12 Other Cost Misc Expense $ 4,000.00 Pro forma annual profit and loss statement (Profit year) Profit And Loss Statement AED Income Revenue $   1,644,631.00 AED 6,039,085 Expense Cost of Goods Sold 800,000.00 AED 2,937,600 Processing Variable Expense 200,000.00 AED 734,400 Processing Fixed expense 100,000.00 AED 367,200 Packaging Cost $ 110,000.00 AED 403,920 Selling Expense $  85,000.00 AED 312,120 Advertising Expense $ 120,000.00 AED 440,640 Distribution Expense $  93,000.00 AED 341,496 Misc Expense $   5,000.00 AED   18,360 Total Expense 1,513,000.00 AED 5,555,736 EBIT $ 131,631.00 AED 483,349 Interest $  55,000.00 AED 201,960 EBT $  76,631.00 AED 281,389 Tax @ 20% $  15,326.20 AED   56,278 Net Income $  61,304.80 AED 225,111 (Ng, 2007) Resource Requirements Introduction Whatever is the marketing plan, until and unless you are not getting your Resource requirement fulfilled, you cannot start a business. This section, we will study about the way the company will be able to get its resources right. Finances Usually Company gets its finances from either debt or equity or through some stake acquisition by some other firm. It will be totally dependent on cost of capital of raising money from the market and cost of debt of raising money from debt. We are assuming to have overall cost of capital as 5%. The launching project will include total requirement of 1.1 million out of which company can plan to have 6 million as debt and 5 million as equity. Personnel Any firm while expanding or launching a new product will require some Personnel. The company should be ready with kind of skills portfolio which company will need for its operation. There can be many skills portfolios which company can look into while planning for the launch of new product like: HR personnel Marketing Personnel Finance Personnel Operation Personnel Sales Personnel Labors Machine specialists Distributor personnel Depending on the scale which we are launching, Companys requirement will be decided. For the 650 tonnages of requirement company will need as per follows: Marketing 60 Sales 600 Operations (including distribution and packaging) 1200 Finance 10 Human Resource 40 Information Technology 5 Production Capacity Production capacity should be planned as per companys aim of expanding in future. As per seeing Nestlà ©s trend of expansion plan in other countries, we can assume following as companys capacity requirement in future. First year 650 tonnages Second Year 900 tonnages Third Year 1050 tonnages Fourth Year 1200 tonnages Fifth Year 1400 tonnages Nestle should have production capacity accordingly. Conclusion As we can see from the analysis, we can conclude that the launch of Nestle Fruit Yogurt in United Arab Emirates will be a sure success. Estimated Income statement of very first year is showing Net Income of