Human Resources and Competitive Performance :: Business HR

The Human Resources department contributes to an constitutions competitive performance through recruitment and selection, globalization and technology. Recruitment and Selection An brass instruments success depends on the knowledge, skills, and abilities of its employees, particularly as they help establish competencies which distinguishes one organization from its competitors and otherwisewise organizations. When an organization has employees with talents that atomic number 18 valuable, rare, difficult to imitate an organization can achieve a continued competitive usefulness. In order to compete through people, an organization has to be able to do a good job of managing their human capital the knowledge, skills, and capabilities that add value to the organizations (Mathis and Jackson, 2003). Human Resources and Managers must work together to develop strategies for identifying, recruiting, and hiring the beat out talent available. Through recruiting and selecting the best t alent organizations are able to have higher productivity and compete and the highest levels. Human Resources can ensure that organizations have a competitive advantage by selecting the right employee for the right job. Globalization The second way human resources can create a competitive advantage for an organization is through globalization. The environment in which businesses compete is rapidly becoming globalized. More organizations are entering international markets by exporting their products overseas, building plants in other countries, and entering into alliances with foreign companies (Mathis & Jackson, 2003). Companies are trying to gain a competitive advantage, through international expansion. Deciding whether to enter foreign markets and whether to develop plants or other facilities in other countries is no simple matter and many human resource issues surface. (Noe, Hollenbeck, Gerhart, and Wright, 534). If human resources manages the issues that the organization is fa ced with when globalizing and provides the best services for the issues, it can plus the competitive performance among employees. Doing business globally requires adapting to many different cultures, and political systems, HR can provide diversity training, to cover the cultural issues and political affairs. If an organization has a reputation for being more diverse and understanding of various cultures and knowledge of various political systems they are competing at higher levels. technology Technology is a leading factor in completive organizations, because it is so prominent today. Technology is the third way HR can create a competitive advantage for an organization. By creating a technology friendly HR where employees can access all information at any time in a seasonably manner.

Multicultural Education Essay -- Schooling Teaching Learning Papers

Multicultural Education The inclusion of multiculturalism into schools has become an increasingly hot topic as of late. Being a future instructor I have taken a natural interest in the topic as well. It seems that most of the push to incorporate the multicultural issue into the school system has been a reaction to the thought that the American melting-pot metaphor is on the decline. Knowing that the demographics of the United States is changing continuously, the main issue roughly the inclusion of multiculturalism is not whether to place it into the schools, but rather how to position this controversial topic into the political program. Many people think that the incorporation of multiculturalism must begin with the teacher education students while they are still in college. Advocates claim that college curricula must institute multicultural studies because as of now there are no requirements of students to soberly study the culturally diverse societies in which they v olition be teaching. Throughout the paper I will mainly discuss the responsibility of the school systems to admit the multicultural aspect into their various curricula. I will also show how teachers must change and continue to change as the student demographics vary. Finally, I will give evidence of how racism is a large problem in schools when discussing everything from the racial percentages of educators to the segregation of students in various ways. The inclusion of multiculturalism in the dominant curriculum in higher education was originally a response to minority student demands of the Sixties and Seventies(Kailin, 1998, p.1). This is direct evidence that the topic has been continually pushed parenthesis as time has gone on. Originally b... ...k that this racism would disappear just through teacher communication. In all, school reform for a society replete of multiculturalism has to mean sharing power and collectively making decisions. If this is not do ne, the issue of how to incorporate multiculturalism into schools will never be solved.Works CitedFarris, Pamela J. (1999). Teaching, Bearing the Torch. Boston McGraw- Hill.Kailin, Julie. (1998). Preparing Teachers For Schools and Communities An Anti- racialist Perspective. High School Journal, 82, 1-9.Munroe, Maurice E. R. (2000). Unamerican Tail of segregation and multicultural education. Albany Law Review, 64, 7-63.Sleeter, Christine E. (2000). Multicultural Education And the Standards Movement- A Report from the Field. Phi Delta Kappan, 82, 156-162.Tucker, Michelle. (1998). Multiculturalisms Five Dimensions. NEA Today, 17, 17-19.

Analyzing Danielle Harper’s ‘A Slice of Sleep’ Essay -- Literary Analy

The great screenwriter and director Robert Bresson is quoted as saying Make visible what, without you, might never have been seen. This statement is implausibly true of Danielle harpers screenplay A Slice of Sleep. Harper has created a world full of colour that reads to be a world of innocent darkness as it can be joyfully bright and uplifting. The word journey is much overused, but perfectly describes the contents of Harpers script. The following(a) discourse will be looking at how Harper has followed screenwriting conventions, such as the where, what, why and how and using popular screenwriting theorist texts such as Robert McKees Story (1999) and Syd Fields The Definitive Guide to Screenwriting (2003)as guides to analysing Harpers script. The script is split into three parts each part is identifiable by a number of factors, the use of the starry nights sky, the change in room colour collections, the sleeping patterns of the characters and the change of tone in the voice-over. H arpers screen play is a theoretically unconventional collective of scenes, which primarily focus on the sleeping behaviour of its habitants. Characterisation is dictated throughout by the colour schemes of the various abodes. A slice of Sleep offers a sociological view of a cross section of society, which is enabled by the use of tweet characterisation. The first two sections of the screenplay take place within single rooms, mainly bedrooms. These rooms have all carefully been colour coordinated to differentiate amidst the different scenes this also allows the tone of the scene to be set. Harper states in her covering letter how she wanted to create pronounced distinction instantly surrounded by the different segments of the scrip... ...that is strengthened by the use of a narrator, whose changes in tone match the production design revealing an intimate and thought provoking tale. propagation ListBooks-McKee, R, 1999. Story. 1st ed. London Methuen Publishing.Field, S, 2003. The Definitive Guide to Screenwriting. 1st ed. London Random House Publishing.Journals- Rodman, Howard. What a Screenplay Isnt. Cinema Journal, Online. 45.2. Winter 2006.86-89.Available at http//www.jstor.org Accessed 02 April 2012.Websites-Screenplayology.2012.screenplayology.ONLINEAvailable at http//www.screenplayology.com/.Accessed 31 March 12Screen Writers Utopia. 2012. 127 Hours Three Act Structure. ONLINE Available at http//www.screenwritersutopia.com/2012/03/18/127-hours-3-act-structure/. Accessed 01 April 12Films-Pulp Fiction.1994 DVD Quentin Tarantino. USA Miramax

The United States Constitution Compared to the Communist Manifesto Essa

The United States Constitution Compargond to the Communist ManifestoBoth the Communist Manifesto and the United States Constitution share some common ideas. They are documents that strive for ideas that in opposition to one another. The Communist Manifesto and The Constitution of the United States both include what the relationship between an one-on-one and society should be about. Karl Marx and Frederick Engels wrote the Communist Manifesto. Marx and Engels talked about in the Communist Manifesto what they thought to be the mien to solve the problems in the world during that time. Those problems dealt with society, but mainly the poor. They thought that spate during those times were too dependent on money and how much of it they made. They wrote the manifesto in hopes to change society. The form of government they used to do this was by way of the Communist Party. The Communists, therefore, are on the one hand, practic bothy, the most advanced and resolute section of the working-class parties of every countryi Within the Communist Party everyone is equal, and all property belongs to the state. The Constitution of the United States on the other hand was written to restrict the amount of power the government could have. It allows people to have property unconnected the Communist Manifesto. Within the Constitution, it is stipulated that the people have control over how much power the government has. According to the first amendment in the Constitution, Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof or abridging the freedom of speech, or of the press or the right of the people peaceably to assemble, and to pray the government for a redress of grieva... ...heir own liberty and freedom. The idea of what liberty and freedom are is discussed quite differently within the two documents. The constitution calls for democracy, where an individual can have the right to choose what they want th eir role in society to be. The manifesto helps to explain communism, in which the government decides for each person what his or her role in society is. Notesi The Communist Manifesto http//www.yale.edu/lawweb/avalon/treatise/communist_manifesto/mantwo.htmii The United States Constitution http//www.law.cornell.edu/constitution/constitution.billofrights.htmlamendmentiiii The Communist Manifesto http//www.yale.edu/lawweb/avalon/treatise/communist_manifesto/manone.htmiv The Communist Manifesto http//www.yale.edu/lawweb/avalon/treatise/communist_manifesto/mantwo.htm

Crap Music :: essays research papers

The essay I read suggested that people of low intelligence/ set (i.e. teenagers) use junk symphony to try and drown place their supposedly harsh reality. The author alike suggests that the more intelligent people in the human race do not listen to loud music because the decibel level at which you listen to music manyhow indicates your intelligence. I cannot agree with that statement because I have talked to my friends and aquaintences and they told me that music helps to lift their spirits and some even said that music helps them to cope with their reality. In addition, studies have shown that some people who listen to music while they study actually do better on the test the next day, because the music relaxes them. In the aforementioned essay, the author also mentions the two slack-jawed teenaged assistants. This was quite obviously stating that the repairmen were of lower social standing, and that the junk music they were blasting was emphasizing their low class. The author continues on to mention elevator music and how it is fine to play it in factories and restaurants so that the personnell do not fall asleep or brood on the essential monotony of their jobs. I thought that the total point of the essay was to complain about low class people trying to escape reality through music, and then he contradicts himself. He also said (essentially) that the young workers had no interest in the serene setting in which they were working, and the same goes for all low-class people. I find that laughable, as some of the greatest painters and artists, poets and writers were lower class citizens in their time. He states his opinion that people play such junk music not to bring something in, but to eject things out. Supposedly, people do not want to hear the music for sheer enjoyment, but rather we use it as a narcotic of sorts, blocking out reality and dispelling the thought-provoking silence that accosts us when we are alone. The author continues to get off topi c by mentioning societys so-called televsion addiction, the sports derangement, and the intense prioccupation with trivia, which according to the author, which are all supposed factors in creating the vacuum that makes up peoples (mostly teenagers) heads. Mr. Harris concludes with the statement, this great gift has been turned against itself, creating a cacophony to dull and deaden and dehumanize the soul.

Crap Music :: essays research papers

The essay I read suggested that mountain of low intelligence/class (i.e. teenagers) use junk music to try and drown out their purportedly harsh reality. The author also suggests that the more intelligent pack in the world do not listen to loud music because the decibel take at which you listen to music somehow indicates your intelligence. I cannot agree with that statement because I have talked to my friends and aquaintences and they told me that music helps to lift their spirits and some even give tongue to that music helps them to cope with their reality. In addition, studies have shown that some people who listen to music while they study actually do better on the test the next day, because the music relaxes them. In the aforementioned essay, the author also mentions the two slack-jawed young assistants. This was quite obviously stating that the repairmen were of lower social standing, and that the junk music they were blaring was emphasizing their low class. The author cont inues on to mention elevator music and how it is alright to play it in factories and restaurants so that the personnell do not fall unconscious or brood on the essential monotony of their jobs. I thought that the whole point of the essay was to complain about low class people trying to escape reality through music, and then he contradicts himself. He also said (essentially) that the young workers had no interest in the serene mise en scene in which they were working, and the same goes for all low-class people. I find that laughable, as some of the greatest painters and artists, poets and writers were lower class citizens in their time. He states his opinion that people play such junk music not to bring something in, but to shut things out. Supposedly, people do not want to hear the music for chaste enjoyment, but rather we use it as a narcotic of sorts, blocking out reality and dispelling the thought-provoking silence that accosts us when we are alone. The author continues to be wilder off topic by mentioning societys so-called televsion addiction, the sports mania, and the intense prioccupation with trivia, which according to the author, which are all supposed factors in creating the vacuum that makes up peoples (mostly teenagers) heads. Mr. Harris concludes with the statement, this great gift has been turned against itself, creating a cacophony to dull and deaden and dehumanize the soul.

Insurance and Payment Expectations

HEALTHCARE PAYMENT EXPECTATIONS Unit 1 Individual Project Tina Nguyen HLTH420 Healthc ar Finance November 7, 2012 Abstract This research paper exit explain the hire expectations of government, commercial, and indebtedness restitutions, as well as self- contain/ coin pay patients. An in depth explanation of how they differ, such as rules, go forth be made. This report will help readers understand the different types of programs in bill collecting, and account and project financial expectations. Healthcare Payment Expectations Payment expectations are the reimbursement of the services given to patients.There are many alternatives to how wellnesscare organizations collect their payments or revenues. They can be handled by cash transactions or through various types of insurances, such as government-assisted, commercial, and liability insurances. Some of the health insurances that are government-assisted are Medicare, CHIP, and Medicaid. Government-assisted insurances, such as Med icare and Medicaid, are provided for low income families and adults over the age of 65 or even those under 65 that has certain disabilities (USA. gov, 2012).Medicaids health coverage will vary by states, as they will set their own rules and guidelines. In pose to be disposed(p) for these government health insurances, an individual must meet certain criteria to be eligible, depending on which program it is catered for (New Horizons Un-Limited Inc. , 2011). Payment expectations of government-assisted health insurances, such as Medicaid, are reimbursed through co-pays, and premiums (Medicaid Payment Expectations, n. d. ). As mentioned before, payment expectations will vary by state but should not be very much different.Co-pays are the rate at how much is to be paid for the services or a prescription a patient will be receiving (Medicaid Payment Expectations, n. d. ). Co-pay rates are rates that are agreed upon by the Medicaid program and type an individual has. Premiums are out of p ocket expenses that need to be paid by the individual to maintain and support medical benefits (Medicaid Payment Expectations, n. d. ). Premiums are a monthly expense and it also depends on each individual and will vary by state.If premiums are not paid in a timely manner, that can be considered as a non-payment and there may be a possibility that an individual may lose their insurance coverage. If that was to occur, the individual would need to reapply. Commercial health insurances are health insurances that cover medical and health expenses for those that are already insured. For example, since commercial health insurances is for profit and is not offered through a government entity, these health insurances are usually offered through group insurances (What Is Commercial Health, n. . ). In many instances, commercial health insurances will be offered through the individuals employer. Typically, these insurances will have a monthly or even a bi-weekly premium that will be deducted from an employees paycheck. Depending on how the commercial health insurance is planned, employees will usually see a payment of the entire monthly premium or a percentage of it in their paycheck. Liability insurance is also known as medical malpractice insurance.Liability health insurance helps protect the insurer from lawsuits and mistakes that can or will arise from the workplace. Liability insurance can be purchased through many types of companies, such as insured insurance companies, risk purchasing and risk belongings groups, and etc (Texas Department of Insurance, 2012). Payment expectations are that liability insurance information must be provided at the time of registration in order for a postulate to be filed.Depending on the responsible party of paying that claim, it can either be the insured or the insurance company it varies with each plan per individual. Self-pay or cash pay patients are usually those patients that does not have medical insurance or those who just p refer not dealing with the hassles of Medicare or insurance reimbursement or claims, will pay an out of pocket expense for the medical services they seek and get. Medical doctors and clinicians view these patients as more compliant and incite to doctors orders (Carter, 2011).Without any insurance help, self-pay patients would usually get a discount percentage due to the high cost of medical services. Self-pay or cash patients will have to pay the full amount or partial before or after the service, and if a balance remains would need to pay in the next couple of months depending on the payment plan. All of these components of payment expectations of different insurances would need to familiarize with by medical business professionals in order for efficient billing, collecting, accounting, and the projection of financial expectations to occur.All health insurances, it doesnt matter what type of insurance, has to follow basic standards of regulations of the service and product, but ea ch state and health ease has its own discretion in how to price their services and also deciding how much a patient is responsible for their balance. There is much that needs to be considered if the payer mix is the basic determinant of the health care organizations financial projections. Payer mix is a medical term of the percentage of revenues that comes into the organizations is from nonpublic to government insurances to self-pay patients (Wall, 2010).Unfortunately, revenues from government insurances, such as Medicare and Medicaid, are considered losses to healthcare organizations due to these government insurances pay less to hospitals and healthcare organizations than what they charge patients for services. Through this knowledge, healthcare organizations need to be aware of areas like this in order to compensate for what is lacking. References Carter, J. (2011, November 7). How Self-Pay Patients Have Made Me a More Effective Clinician. Retrieved from

Sap Sdlc

outwear Development Life Cycle The Typical SAP Module development has to be maintaining a sequential development formation. For any of the mental faculty development someone has to follow the following steps to make the module functional pic line of work Process Blue Printing This function documents the business processes in the keep company that we want to implement in the remains. In a lineage Blueprint for Projects, the manager has to create a project expression in which relevant business scenarios, business processes and process steps are organized in a hierarchical structure.The Manager can also create project documentation and assign it to individual scenarios, processes or process steps. Then assign proceedings to each process step, to specify how your business processes should run in the companys SAP dodges. The Business Blueprint is a detailed description of the company business processes and systems requirements. Use The Business Blueprint provides a common strate gy of how your business processes are to be mapped into one or more SAP systems.The Business Blueprint documents in detail the scope of business scenarios, business processes, process steps, and the requirements of an SAP solution implementation. Structure A Business Blueprint comprises the following structure elements in a hierarchy ? Organizational Units ? Master data ? Business scenarios ? Business processes ? Process steps GAP Analysis A through respite analysis go away identify the gaps between how the business operates its take against what the package can/cant do.For each gap there will be one of trinity outcomes which must be recorded and action has taken, 1. GAP must be closed and customized software can be developed 2. GAP must be closed but software cannot be written accordingly a workaround is required 3. GAP does not need to be closed. GAP must be closed and customized software can be developed close the gap, GAP must be closed but software cannot be written there fore a workaround is required GAP does not need to be closed. In simple terms Gap means small cracks. In SAP world.In information technology, gap analysis is the study of the differences between two different information systems or applications (ex existing system or legacy system with client and new is SAP), often for the purpose of determining how to get from one state to a new state. A gap is sometimes spoken of as the musculus quadriceps femoris between where we are and where we want to be. Gap analysis is undertaken as a means of bridging that space. Actual gap analysis is time consuming and it plays vital enjoyment in blue print stage. Integration testThe purpose of integration testing is to confirm that the company business processes work according to the requirement realised in the business blue print phase and the system is ready to go live. To accomplish this we must test every aspect of business. Integration Testing a process, development or configuration within th e context of any other functions that the process, development or functionality will touch or comprised. The test should realise all data involved across all modules and any data indirectly affected.A successful test indicates that the processes work as designed and integrate with other functions without causing any problems in any integrated areas. UAT (User Acceptance Testing) The purpose of this document is to provide a detailed explanation of the concept and start out that will be used for User Acceptance Testing. This document does not include the performance testing approach. The objective of the User Acceptance Test is to reassure that the SAP solution has met our business requirements and to provide users with confidence that the system works correctly and is manageable by them to run our business.User Acceptance Testing is utter(a) through the execution of real life scenarios with a representative subsection of end users. To that end, Day In the Life Of scenarios (DIL Os) will be performed in a multifaceted computing environment comprised of SAP software, third-party software, legacy applications and various hardware and software components. It is this environment that builds the necessary level of confidence that the solution is complete and will perform in our business. User Acceptance Testing is a role-based dress rehearsal of SAP production including security, change management, and production support. Burning Hand wreak It is the practice period where the user to practicing the operation more and more to prepare themselves in live uses. By practicing the operation the user could able to know the difficulties, come-at-able solutions of the difficulties and make themselves furnished for future. SAP End User Training SAP User training is the process of formally introducing the user community to the business processes as implemented in SAP along with acclimatizing them to the SAP environment.In general this involves identifying the key stakeh olders, documenting the business processes and interactively training them. Many projects fail or face overserious hiccups in spite of excellent resources from a technical standpoint and superior project management. While the entire team is racing against time to complete the implementation, they embarrass to ramp-up the major stakeholder in the entire project. Users often come from other ERP backgrounds and are often very ignorant of the SAP environment. Often there is subtle opposition as well.Go Live All of the previously described phases all lead towards this final moment the go-live. Go-live means to turn on the SAP system for the end-users and to obtain feedback on the solution and to monitor the solution. It is also the moment where product software adoption comes into play. The go live strategy comprises of the following a) Cut of act b) Pre go live check Cut of Procedures SAP system is configured as per the requirement of the company. The system is read for the client t o use.The client now needs to migrate from the old systems to the new SAP System. The migration from the old system to the new system is known as the cut of date. The old system is worsted of and the new system is on. The data will be migrated from old system to SAP. The data will henceforth be entered in new system. To have a smooth switch over from the legacy system to the new SAP systems are devised the cut of procedures. Pre go live check It is ensuring that SAP production system is ready to go live smoothly.

Corporation: Weekly Reflection Essay

3.1 Differentiate types of roues issued by corporations.The team concluded that the different types of line of descents issued by a corporation are common storehouse-taking, preferred stock, and treasury stock. Everyone is aware that common stock gives stockholders the right to vote on actions dealing with corporate earnings by the acquisition of dividends, and keeping the same percentage of shares when new stocks are issued. Preferred stocks are additional class of stocks issued by corporations to appeal to more investors. Treasury stock is stock that a company has issued, and then reacquires. Though everyone is aware of what types of stocks are issued by corporations, there are unchanging some areas where team members express still being confused.One of those areas of concern deals with authorized stock and why companies do not put a par value on a stock to determine its value. Another area of confusion deals with treasury stock and grasping the concept. In relation to each members organization and the issuance of stock, everyone deliver for one team member works for a non-profit organization or a company that does not issue stock. The one member, however, works for an airline and expressed that the company, United Airlines, has common and treasury stocks (United Continental Holdings, Inc., 2010).3.2 Calculate stocks, dividends, and stock splits.For objective 3.2, some team members seem to understand better than others, what is involved in the deliberateness of stocks, dividends, and stock splits. Stock is calculated by subtracting the dividends of a certain stock from the companys net income, then dividing that number by the number of striking shares. To calculate dividends multiply the number of shares by the annual dividend to find out how much the dividend payment will be, find the yield on investment a dividend payment represents by multiplying the dividend by the amount paid per share of stock, Calculate the dividend-payment ratio, and then figure out the dividend cover (earnings per share divided by the dividend) (Adkins, 2009-2013).As expressed early, more than not, members had a problem grasping the premise to calculating stock. In relation to each members employer organization, three of five bemuse not had dealings with stock or they are not aware of the exact actions their company takes when it comes to calculating stocks, dividends, or stock splits. One member did however mention investing in stock indexes not including the organization she works for. Another member shared how he was able to actually view an investment split which helped him better understand.3.3 Record treasury stock transactions.This objective seems to be the most confusing for the team. It is understood by all members that treasury stock is stock that has been issued by an organization, and then reacquired. However, there is still confusion about understanding the concept behind it. One member did express that her organization buys treasury s tock to help cover them in situations such as the fluctuation of the economy. They would also try to sell the stock for equal value so more citizenry would want to invest.ReferencesAdkins, W. D. (2009-2013). How to Calculate a Dividend Payment. Retrieved from http//www.ehow.com/how_4811547_calculate-dividend-payment.htmlixzz2Hl8TtOw4 United Continental Holdings, Inc. (2010). Annual Report. Retrieved from http//ir.unitedcontinentalholdings.com/phoenix.zhtml?c=83680&p=irol-SECText&TEXT=aHR0cDovL2FwaS50ZW5rd2l6YXJkLmNvbS9maWxpbmcueG1sP2lwYWdlPTgwODYzNjMmRFNFUT0wJlNFUT0wJlNRREVTQz1TRUNUSU9OX0VOVElSRSZzdWJzaWQ9NTc%3d Weygandt, J. J., Kimmel, P. D., & Kieso, D. E. (2010). Financial accounting (7th ed.). Hoboken, NJ John Wiley & Sons. Retrieved from University of capital of Arizona eBook database

Competition in the Uk Ice Cream Market

Competition in the UK nut Cream Market epitome The UK spyglass plectrum commercialise has undergone something of a transformation over the last fifteen years. It used to be dominated by Walls Ice Cream and Lyons Maid, and was perceived to be a mature and relatively dull grocery. Substantial changes to the market have occurred as a result of broad environmental changes, and the entry of new competition. A demographic shift (fewer children) left ice cream marketers searching for new growth segments they responded by developing premium products targeted at adult consumers.The market grew faster in value terms than in volume terms as the unit price increased. However, aggressive new competition, from damage in particular, has brought about the demise of Lyons Maid and caused a substantial strategic rethink at Walls. Walls has tried to maintain its topographic point in the impulse market by preventing retailers from stocking other companies products in the freezer cabinets that ar e supplied by Walls. vitiate has challenged this policy on legal grounds, line of reasoning that it is anti-competitive. LEARNING OBJECTIVES Rejuvenation of an industry, and a product, which was perceived to be mature and stable Marketers facing an environmental challenge respond by identifying and developing new market opportunities New entry competition radically alters the rules of the competitive game Brand extension by confectionery manufacturers, taking much-loved confectionery products and converting them into successful ice cream brands Legal and regulatory action can form a key part of a marketing strategy designed to undermine the position of a key rival Application of simple breakeven analysis to a marketing problem. QUESTIONS FOR DISCUSSION 1. The case study contains examples of strategic marketing. List as many examples as you can find of this type of decision. 2. Imagine that you are a strategic analyst working for Nestle SA in Switzerland. You have been asked to prepare a truncated summary of competitive conditions in the UK ice cream market for the next board meeting. 3. Suppose that one board director has argued that Nestle should sell its ice cream interest in the UK and withdraw from the market. Thats one strategic option.What other options does Nestle have, and how do they compare with a strategic withdrawal? SUGGESTED ANSWERS 1. A very wide range of strategic marketing decisions is mentioned in the case study. Examples include New product development and brand extension decisions by Mars Product line and brand extension decisions by all study competitors Extensive market segmentation, targeting and positioning by all competitors Response to ever-changing consumer tastes and changing demographic conditions (for example development of premium and super-premium products targeted at adults, with consequent repositioning required) Withdrawal of the Lyons Maid brand and replacement with the Nestle brand Response to changing competi tive conditions, for example Birds spirit Walls response to new entry competition from Mars. 2. Nestle has lost market share in the UK, and is firm in the number three position behind Birds Eye Walls and Mars. The overall UK market showed 5. 6 per cent volume growth from 1994 to 1998, however only 3. 3 per cent value growth. Hence the unit value of ice cream products declined during this period, indicating a high degree of competition.Both Birds Eye Walls and Mars have demonstrated considerable commitment to the UK market, in terms of brand building, product development, investment in distribution channels and so on. hence Nestle holds a minority share in a relatively slow-growing market, in which two well-entrenched competitive rivals seem determined to defend or bring up their own positions within the market. This situation is made rather worse by the fact that Nestle has done particularly badly (lost greatest market share) in the impulse sector, which is the sector with the highest profit margins, in which branded products are most successful.It is worth noting that the Birds Eye Walls parent company, Unilever, uses acquisition as a component of its corporate strategy. The freezer cabinet dispute is worthy of mention as a component of competitive conditions, since it gives Birds Eye Walls discriminative access to a large number of outlets for impulse ice cream. 3. For this question we would recommend that students are encouraged to identify two or three alternatives to the strategic withdrawal option, and that lists of pros and cons for each option should be drawn up before a recommendation is made for the preferred strategy.An aggressive assault on the UK market in order to win market share from the rivals is clearly an option that should be considered. This would probably involve further new product development, repositioning, supported by extensive spending on advertising and promotions. Broadly speaking, a full frontal assault on a well-entrenched competitor with no obvious major weaknesses is deemed unlikely to succeed but the option should be considered. It would probably make more sense to adopt a differentiation focus strategy, that is, to identify a segment of the market in which Nestle can offer some meaningful differentiation to customers.The obvious segment in which Nestle has a latent advantage is the childrens segment, where it has a number of valuable brands with child appeal. Both of the major rivals have powerfully entrenched brands aimed at the adult market, but meagerly less powerful childrens brands. However, one would have to assess the likely profitability of a strategy targeted at children, noting in passing the adverse demographics. Nevertheless, on that point is evidence both that children personally have growing spending power, and that they have increasing influence on parental spending patterns (so called pester power).