Crtical response to Duane's Caught Inside Essay

Crtical response to Duane's Caught Inside - Essay Example In this way, bits and pieces of the aforementioned points are revealed in an almost imperceptible way so that the reader gains a more full and complete understanding of the lifestyle and world-view of the individuals involved in the actions of this book. As a means of understanding this unique approach, this author will focus upon Chapter 13 of Duane’s book and enumerate on some of the pertinent themes, sub-themes, and topics that are discussed as a means to outline and understand the level of approach and detail that the author gives to the reader. The material within this particular chapter is organized and presented by means of a journey. As the story teller meets with a friend and ventures to the house of a third party, a general discussion on the life of a surfer, what is important, what matters, traveling, relationships, danger, and the ever present worries over where the funding for the next adventure will come from are all discussed. In this way, the storyteller finds himself perennially comparing his own financial and personal situation to that of those that the story introduces. This is carried out by means of actual physical comparisons to the type and quality of the vehicles that are driven, and the niceties that present themselves within the house of the individual who is being visited. However, all of this description, discussion, and analysis serves as but a type of lead up to the action that is going to take place as the three men join together and embark on a rapid trip to the ocean side to engage in an afternoon full of surfing. The almost religious overtones, the writer describes the awe inspiring spiritual elements that surfing provides to the practitioner (Lanagan 283). Whereas doing this without the background story would not engage the reader and would prove to be nothing more than a very long winded soliloquy of the benefits of a particular type of lifestyle, by interweaving the information regarding this type of lifestyle and rel ying on other means of conveyance (rather than the speaker himself), the author is able to present a clear and well explicated set of reasons for why the particular lifestyle advocated and described is perhaps far superior to almost any other model that is currently in existence. Although this particular life is not for everyone, as the author notes, the benefits that it offers those who engage with it can never truly be understood or explained. Using the wife of the gentleman that is visited as an example, the author works to show the means by which even those that do not understand the lifestyle can at least appreciate the significance that it engenders within the lives of those that they love and respect. The approach that the author takes towards revealing the subject matter and discussing it within this particular chapter is necessarily experiential. Although no model of research can attempt to capture the attention of an individual in the same way that a firsthand account of a dventure and excitement can, the author works to bring out the experiential factors that have encouraged countless others in the past to pursue their dreams at the expense of some semblance of

Integrated Marketing communications used by HP

Integrated Marketing communications used by HP This case study analyses the marketing communication theories adapted by Hp as it progressed to being the worlds number one pc manufacturer in 2007. Its emergence as a global company in 1957 opened a window of opportunity. The theories addressed will aid in forming a combination of the key concepts used by Hp for its global campaign to increase customer loyalty and boost sales. A number of practises are seen to have developed along various communications and marketing theories. However, critical analysis of Hps 63- year development will show a lack of adherence to some very useful models by some academic scholars. A viable description of marketing through effective communication was made by Smith (2002), à ¢Ã¢â€š ¬Ã‚ ¦strategy of choice in a competitive environment is proactive, two -way communication, in which organisation plan for and initiate relationships with the people important to their success, emphasising dialogue over monologue and using various techniques to interact with their publics. Background Hewlett Packard, known as HP, is an electronics producer which was founded in 1939 in California by Bill Hewlett and David Packard. Since its birth the company has gained prominence around the world, becoming a major leader in the industry of electronics and technology. Early product designs produced by the company include inventions such as the resistance-capacitance audio oscillator named Model 200A. It is the manufacturing of products such as the Model 200A that have shaped the future for technology and helped pioneer many of todays products. In 1966, HP introduced the worlds first computer. In 1968 the company then unveiled the first desktop scientific calculator and named it the personal computer (PC). It was this event which boosted HP in to mainstream significance during the 1980s and became leading players in the technological industry. This was established in 1995, when HP entered the home computing market. In 2001the company merged with Compaq forming HP Compaq. This merger ensured efforts were made to further establish the brand as a leading company in the IT and computer industry. This was done through aggressive marketing tactics done through the concept of Integrated Marketing Communication (IMC). 1. Critical evaluation of the role of integrated marketing communications in the success of Hewlett-Packard since 2001 Joep cornelissen (2008) definition of corporate communication is as follows: Corporate communication is a management function that offers a frame work for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputation with stake holder groups up on which the organisation is dependent. But using of this approach is not always good as some critics may say despite of 20 years of debate most practitioner still see that integrated marketing communication is emerging discipline (eagle and kitchen 2000) rather than fully formed concept. Like many other concept that have yet to fully develop it is subject to fully varying and some times colourful terminology. Thus 360 branding, total branding , whole egg, seam less communication, new advertising, orchestration, relationship marketing, one to one marketing, integrated marketing and integrated communications (Pickton and Broadrick 2001) have all been used to describe all or part of integrated marketing communications concepts promoting the charge that integrated marketing communication is yet another fad. What most observers agree on is that integrated marketing communication is good idea but very hard to implement in practice Like all companies, HP is a company whose primary aim is to make a profit. However whilst this is a common company goal, there are still necessary guideline which should be followed in order to achieve this. Fill (2006) recommends that à ¢Ã¢â€š ¬Ã‚ ¦the process of developing corporate strategy demands that a series of objectives be set at different levels within an organisation. Grunig et al (1992) states that two-way communication, a form of communication which is also practiced by PR practitioners, is a helpful tool from which a mutual understanding can be developed between stakeholders. One of criticisms of HP was that the company was focused more on the advancement of technological innovation. The corporate image of the company was seen as being obsessed with innovative progression and undermining the value of its customers. Shutz et al (1992) cited in Clarke (1997, pg 93) states that such actions are damaging to a company and that customer based communication must be practiced at all times. You cannot depend on the product alone to build consumer confidence. Its the rapport, the empathy, the dialogue, the relationship, the communication you establish with the customer that makes the difference. These separate you from the pack. For all of HPs innovative output and diverse range of products, its market position was infringed through a lack of market research and poor internal organisation. Smith (2002) refers to the work of Tom Harris, who is a leading advocate of integrating communications. He describes integrated communications as an outside-in process that begins with an understanding of the consumer publics, particularly their wants, interests, needs and lifestyles. Fill et al (2001), however, argues that many practitioners deliberately persuade a target audience to behave in a particular way, while others persuade them. In whatever instance it might be, understanding the customers needs, which may in turn change their behavioural pattern, is not a necessarily bad evil. Hp deliberately changed their communications strategy to affect the buying behaviour in their customer through effective brand campaigns that brought mutual satisfaction to both consumer and HP. Clarke (1997) explained that for consulting firms to effectively handle marketing and communications they must reflect the overall objectives of the organisation. Todays market calls for a strategically integrated approach to marketing communications. Hp would have to reorganise its marketing communication s division in to one that is coherent to attract customers. Oliver (2001) defined this as the system Theory - which she said evaluates the relationship and structure as they relate to the whole. Market research builds the right perception and recognise the needs and behaviour of current and future customers; evident in the theory of cognition. The history of HP showed there was lack of strategic planning and changes on marketing and communication structures were needed. During 1960s, consumers probably did not know any better or did not have a chance to choose; and this could force them to adhere to HP products. However, now a days Kotler et al (2008) affirms consumers receive thousands of information per day. In this context, in 2002, HP realized that the company needed to invest in its corporate image. So, the company launched brand advertisement campaigns. In 2006, they create the Computer is personal again, which had focus on personal relationship that public have with its computers. By analysing the competitors, this campaign was based to convince customer that the best way to buy a PC was in a retail shop, where they could touch it. This was an opportunity to differentiate from its main competitor Dell, which has a strong internet sales record. Fill (2009) believes that the marketing segmentation is necessary to meet the consumer need and to have a functional and competitive-level strategy. The Computer is personal again campaign was structured to appeal to young generation, which the company believed to be customers with similar needs and responses. HP targeted the youth market and position itself as a customer loyal corporation. In this scenario, the marketing communication strategies combined channels online and offline and integrated all marketing efforts such as PR, sales, advertisement. Shimp (2000) states that mixing marketing communication elements is decisive to achieve the target public and a specific objective. Also. HP emphasized advertisement and sales promotion in order to maximize the sales, creating a Synergistic effect. Undoubtedly, every channel used by this campaign had a consistent message, which complemented each other. Cornelissen (2008) says the company should communicate on ongoing basis and themed m essages reinforce perceptions of how an organization wants to be seen. Marketing Integration Holm (2006) states that Smith (1999) developed a tool, from which there are seven levels through where marketing integration can occur. Holm says these seven levels are: Vertical objectives integration It means that communication objectives fit with marketing objectives and the overall corporate objectives. Horizontal/functional integration Marketing communications activities fit well with other business functions of manufacturing, operations and human resource management. Marketing mix integration The marketing mix of product, price and place decisions is consistent with the promotion decisions, e.g. with the required communication messages. Communications mix integration. All the 12 communications tools are being used to guide the customer/consumer/client through each stage of the buying process and all of them portray a consistent message. Creative design integration The creative design and execution is uniform and consistent with the chosen positioning of the product. Internal/external integration All internal departments and all external employed agencies are working together to an agreed plan and strategy. Financial integration The budget is being used in the most effective and efficient way ensuring that economies of scale are achieved and that long-term investment is optimized. Let us examine personal again campaign at each of these seven levels: Vertical Objective Integration: level of coordination between communication objective, corporate objective and marketing objective. . Corporate objective: Customer loyalty, profit, growth, market leadership, commitment to employees, leadership capabilities and global citizenship. (Source: www.hp.com) Marketing objective: To increase market share, compete with Dell, target young generation Communication objective: Focus on personal relationships to PC and show consumers the different tasks made possible by HP technology Synergy can be seen among these objectives. All advertisements were base on same theme where celebrities from different field were talking about how HP PC and technology is part of their life. Faces were not shown in any of the commercials and focus was on different tasks that HP makes easy. It reinforces customer loyalty which is corporate objective of HP. Advertisements in this campaign were appealing to young generation and through social media viral effect HP reached new customers which were otherwise non-respondent to traditional media, thus increasing market share. Horizontal/functional Integration: fit of MarCom and business functions like operations and HRM HP had strength in selling through retail stores in consumer segments rather than selling online which was Dells core competence. New campaign communicated that PC is a commodity which is close anyones personal life, its a part of life rather. It pushed customers to visit the nearest retail store to touch, feel and learn how HP technology can be useful to them. Marketing mix integration: How well the promotion (with communication message) goes with the other 3 Ps of marketing mix Although the general theme of the campaign was universal throughout the 100 countries where HP was doing business, some variation can be seen according to place and price. For example in India personal again campaign was supported by Business is Personal Again campaign that targeted SMEs. Although the basic theme remained unchanged, local celebrities and eminent personalities were used for promotion in particular places. Communications mix integration: Different communication tools portray a consistent message Every channel used to communicate message delivered consistent message. TV commercials, internet promotion, PR program, newspaper, billboards, reality shows etc. whichever medium was used for MarCom in personal Again campaign was complement to each other and had same tone/message. Creative design integration: creative design is in accordance with the positioning of the product With this new campaign HP wanted to acquire a trendier brand image. They wanted to target youth market and position itself as a consumer loyal company. Personal again campaign was very much on the line. It relied heavily on animations. Hand gestures were used to convey connectivity, assurance, and emotional connect. Celebrities shown in the commercial were those, who are followed by young generation. Events which were of special interest of youth, like Super Bowl and reality show meet or Delete were focused for marketing communication. Internal/external integration: Internal departments and external agencies work in synergy according to an agreed plan Personal Again campaign was designed by GSP, which is HPs advertising agency since 1996. All previous campaigns were also handled by same agency. Although not much evidences about the extent of coordination of HP and GSP are provided in the case but because of this long period of relationship; mutual trust and understanding between both can be expected. Financial integration: efficient utilization of budget ensuring long-term investment optimization Not sufficient information is provided in the case about budget allocation of Personal Again campaign Also, HP used celebrities in its advertisement in order to emotional connect the public. Fill (2009) citing Patzer suggests that the physical attractiveness of the communicator, particularly if it is the source, contributes significantly to the effectiveness of persuasive communications (Patzer in Fill, 2009, p.43) Celebrities from different field expressed how PC makes their lives easy. The identification of young people with celebrities encouraged the sales and reinforced customer loyalty. The brand value of HP increased 9% after the campaign. The celebrities enables the message to stand out among the clutter and noise that typify many markets (Fill, 2009, p.509). This concept was used by HP to persuade the sales and making the product more attractive to the target public through association with MTV channel. However, Fill (2009) adverts there are two main concerns about the use of celebrities on campaigns. The first one is if the celebrity fit in the image of the brand and if they will be acceptable by the target audience. The other is that the public may remember the celebrity, but not the brand. The use of celebrities and the creation of a realty show Meet or delete on the campaign Computer is personal again influenced the consumer behaviours as it motivate them to buy. Dibb et al (2001) say there are several factors that can persuade a purchase such as personal, psychological and social influence and describe motive as energy giving a persons activities towards satisfying a need or where achieving a goal (Dibb et al, 2001, p.133). Shimp (2000) affirms that advertising may influence consumer to buy items they may not need. The consumer buying decision process has 5 stages: problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation, according to Dibb et al (2001). HP created awareness to young people by offering a PC not as commodity, but as extension of person life. The buzz generated by launching first videos on the internet and after in TV made consumer looking for more Knowledge about the product. However, the main goal of t his campaign was to interact with consumers, which could be helpful in the post-purchase evaluation phase as customers could trust that HP would be there if they need anything. Instead of creating a campaign to compete directly against Dell, HP could have done a public relation strategic planning. Smith (2002) citing Al Riel and Laure Riel explains that The purpose of advertising is not to build a brand, but to defend a brand once the brand has been built by other means, primarily public relation [à ¢Ã¢â€š ¬Ã‚ ¦] (Al Riel and Laure Riel in Smith, 2002, p.9). A PR plan could identify and evaluate the organization viability and reputation, where a mutual beneficial relationship between company and consumer could be build, according to Smith (2002). The lack of market research and planning were the main problem of HP. By realizing a SWAT analysis, the company could have set clear objectives and develop a marketing and communication targets that would be the foundation for a nine steps strategic public relation plan. This plan would be beneficial to HP as company goal would be based on research and evaluation. Also, it would allow the HP to monitor the competi tor as a point of reference. HP used or could potentially use the following marketing tools to aid their Personal Again campaign. Category Communication Tool Media Broadcast: Television (Meet or Delete) Print: Newspaper, Magazines Internet: Social Networking Sites, Blogs, Interactive websites, Viral Video, Direct Response and Interactive Online ads featuring celebrities Adverts on websites such as: Yahoo, MTV, MySpace, MSN, Weather Channel, CIO, Forbes, Entrepreneur, InfoWorld, CNet. HPs own interactive websites: www.meetordelete.com and www.fingerskilz.tv Social networking and blog sites Outdoor Billboard Sponsorship Celebrity endorsement 2. Discuss the importance of branding, branding strategy and brand positioning to Hewlett-Packard in developing competitive advantage Brand can be defined as identifiable product, service [..] augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs (Chernatony and McDonald, 2005, p.25). Xie and Boggs (2006) believes that a brand is a result from product differentiation and strategy of market segmentation. Organizations are changing their communication strategy to keep the consumers attention on the corporation and not anymore on the products. Until 2002, HP had not developed a unified image as the company used to invest less than 10% of its advertisement budget on brand ads. HP has focus to being innovative and to diversify its products line, but lack in market research and in position itself to get a competitive advantage from the competitors. Having focus on the corporate branding means the organization behaviour will have more exposure and be more visible and transparent in its activities. When corporate branding works, it is because it expresses the values of desire that attract key stakeholders to the organisation and encourage them to feel a sense of belonging to it (Hatch and Schultz, 2001, p. 1046). So, in 2003, this company introduce Operation one Voice in order to have a consistent message and an identified image for the external and internal public. Chernatony and McDonald (2005) believe that a successful brand has as objective to build a positive relationship with costumer, where feelings of commitment and belonging are presented. For a long time, HP has negligence the importance of connect with consumer. Just in 2006, to differentiate from competitors, HP redefined the PC as personal and not anymore as commodity. From decades, HP has an advantage from competitor for investing in technologic research. However, in the beginning of 90s, the consumers had more options and the competitors such as a Dell revelled themselves with a strong presence in the market. A positive point is that HP has a monolithic identity structure to reinforce the corporate brand, where all the products carry the corporate name. That strategy is a fundamental tool to build a strong reputation. The advantage of using a corporate branding is to apply the vision and culture as part of sales promotion and also to add a unique organisational value. Cornelissen (2008) believes that structure core emphasises the alignment between vision, culture and image. Also, he suggests using the toolkit developed by Hatch and Schultz to analyse the alignment or gap between vision, culture and image, by questioning the interface between those tree elements. Hatch, M, and Schultz, M. (2001) Bringing the corporation into corporate branding, European Journal of Marketing, vol. 37, no. 7/8, pp. 1041-1064. HP vision aims to be leader in its segment, to invent technologies and services that add value to business and also to create social benefit to consumers lives. Its identity seeks to be an innovative company, which produces range of quality products. In this context, there is not an alignment between vision and culture, because HP had not differentiated its strategies from competitors, imitating Dell direct sale tactics. Also, it seems to have a gap between culture and image as consumer have not perceived HP as an organization worried about their needs, but more concerned about develop new technologies .However, vision and image seem to be alignment as the company has a clear idea who is its main stakeholders and it understands the importance to communicate with them on ongoing basis. HP also is involved in corporate social responsibility projects and those help to communicate and reinforce its vision to its stakeholders. For a long period, HP prioritized its objectives, instead of the customers needs. Its products were advertised separately and interestingly did not use a lower price tatic as competitive advantage. According to Sengupta (2007), the position of a brand is determinate by the target consumers. Position then represents the essence of the brand as perceived the target consumer in a multi brand market'(Sengupta, 2007, p. 17). So, HP strategically reinvented the computer, giving a personal touch. In this context, the organization added 9% value to brand in 2007. Sengupta (2007) adverts that the company need to know who they are first and then create awareness in order to position the brand. By interacting with costumers through blogs and website, HP is changing the way how the public perceived its brand. The importance of position correctly a brand can be recognized in Sengupta citation: Position creates uniqueness, credibility, sustainable and valued place in consumers mind for brand (Sengupta, 2007, p. 17). Chernatony and McDonald (2005) affirms that a successful brand is a result of how much value the customers add to a product or a service. HP repositioned the brand, by differentiating the concept of PC. Xie and Boggs (2006) affirm that products and services are quickly imitated and homogenized, maintaining credible product differentiation is increasingly difficult, requiring the positioning of the whole corporation rather than simply its products (Xie and Boggs, 2006, p.349). HP has been investing in technologic research since 1960. In the beginning, the company had focus in hospital equipments and it seems HP looked just to niches, instead of looking the entire market for a long term strategy. However, its brand has extending to computers, printers and digital cameras. Because HP was recognized as an innovative company, this image was transferred to the news products lines. Consumers recognize the name and make associations that enable them to lower the perceived risk and in doing so provide a platform to try a new product (Fill, 2009, p 508). HP expertises in computers were extended to printers and digital cameras. Chernatony and McDonald (2005) states that one factor of success on brand extension is to build and sustain a favourable reputation for a parent brand. Reputation also is an important aspect on consumers loyalty. After decades, HP understood the importance to look what the brand means to the customers. By knowing the core associations that co nsumers perceived the brand, it is more likely to be successful in an expansion. HP targeted young consumers as this public and the company share values such as interest for technologies and innovation. That helps to create a connection. In 2006, a blog, which was part of HP association with FIFA World Cup website, attracted more than 180 thousands visitors. 3. Major challenges ahead for Hewlett-Packard Recommendations HP had certainly done good job on the front of integrated marketing communication by launching the new campaigns and other supporting campaigns. But while doing that there were some areas which were not addressed HPs ability to recognise the need to change its marketing and communication strategy purposefully led to its growth by 2007. Smith R.D. (2002) described campaigns as systematic sets of public relations activities, each with a specific and finite purpose, sustained over a length of time and dealing with objectives associated with a particular issue. Management was able to change the structure, process and relationship within the company to establish lasting partnership with its customers. The advertisements were able to persuade customers in to buying by evoking an inherent desire to be part that a celebrity group. However, to be able to sustain this flow, Hp will have to develop long term strategic marketing communications plans through continual market research and development. Extensive use of celebrity endorsement by having a long term association with celebrities there is a risk that any indecent behaviour of celebrity may affect the companys image. Company was over focused on advertising and under used other elements of communication mix like personal selling, sales promotion, PR. As the company grows in size and market share with huge number of customers, company also needs to address the retaining of existing customers. As small and medium business sector is emerged very attractive segment company should try to acquire number of customers in this segment as in the last campaign some critics said that the campaign was more focused on consumer sector rather than SME and corporate. In the current era of globalisation the economies are interlinked and interdependent on each other. There are new challenges arsing from this kind of phenomenon. To overcome from this kind of situation Doole and Lowe (2001) describe the companies are adopting a long term strategies, where marketing programmes and process are standardised and at the same time it has been adapt to local needs. It is important to understand the differences and similarities between local markets. Due this globalisation where new markets are opening like India, China, Brazil the company must adopt the strategy according to the culture of these countries Fill (2009) states from marketing communication perspectives, the prevailing culture in a region must be respected, otherwise it is likely that a brand and or organization will be rejected (Fill, 2009, p. 842). Kotler (2002) Multi-brand strategy: Multi-brand strategy enables a company to lock up more distributor shelf space and to protect its major brand by setting up flanker brands RECOMMENDATIONS Use the multiband strategy in future to acquire the more shelf space and beat the competition. Use personal selling as tool to improve sales. Use combination of push and pull strategy. More emphasis on sales promotions in store Use of PR to retain existing customer and maintain good relationship with stakeholders. Become more interactive with consumers through new media (develop message board and forums) Focus on corporate advertising as well as consumer advertising Continuous development of innovative new products Integrate at Different Levels of management. Put integration on the agenda for various types of management meetings whether annual reviews or creative sessions. Horizontally ensure that all managers, not just marketing managers understand the importance of a consistent message whether on delivery trucks or product quality. Also ensure that Advertising, PR, Sales Promotions staff are integrating their messages. To do this you must have carefully planned internal communications, that is, good internal marketing. Think Customers First. Wrap communications around the customers buying process. Identify the stages they go through before, during and after a purchase. Select communication tools which are right for each stage. Develop a sequence of communications activities which help the customer to move easily through each stage. Build Relationships and Brand Values. All communications should help to develop stronger and stronger relationships with customers. Ask how each communication tool helps to do this. Remember: customer retention is as important as customer acquisition. Develop a Good Marketing Information System which defines who needs what information when. A customer database for example, can help the telesales, direct marketing and sales force. IMC can help to define, collect and share vital information.

The Treasure of the City of Ladies by Christine de Pisan Essay

The Treasure of the City of Ladies by Christine de Pisan Christine de Pisan’s book, The Treasure of the City of Ladies, explains in detail the various aspects of women’s lives during the late Medieval and Renaissance culture. She addresses all women of this time from those with power and authority to the poorest peasant women. Christine de Pisan focuses on three main areas of a women’s life during this time period. First she discusses the role of knowledge and education in the lives of the various women. Then she offers her advice to all the different women of varied backgrounds and social standards. She relates how all of these women are in fact connected due to common concerns. Finally, she depicts how men and women interact with one another. By describing the way in which women are treated by the men during this time, she portrays the typical relationship between men and women during Renaissance times. Women were expected to lead a very specific life, focusing on the men of their society. Throughout Christine de Pisan’s book, she refers to the three ladies of Virtue: Reason, Rectitude, and Justice. These ladies are the foundations of her teachings. She uses them to explain the relationship between men and women and how they view one another. The lady Prudence teaches all the women of that society about the â€Å"rules† they should follow in order to be good Renaissance women, specifically in their relations with men. â€Å"Now we would like to advance for their edification seven principal teachings, which according to Prudence are necessary to those who desire to live wisely and wish to have honour† (62). These teachings say that the women should love their husbands; they should live in peace with men. If they f... ...d the chance to lead a respectable life according to the â€Å"rules† of the ladies of Virtue. In the late Medieval and Renaissance time period, women had a strict standard to live up to. They should love their husbands, respect them, and obey their commands. The men in return fulfilled the women’s needs by supplying them with whatever they needed. The men and women lived with a mutual respect between themselves. Works Cited Author: Christine, de Pisan, ca. 1364-ca. 1431 Uniform Title: Livre des trois vertus. English Title: The treasure of the city of ladies, or, The book of the three virtues / Christine de Pisan ; translated with an introduction by Sarah Lawson. Published: Harmondsworth, Middlesex, England ; New York, N.Y., U.S.A. : Penguin, 1985. ISBN: 014044453X (pbk.)

International Human Resources

It is the biggest challenge of companies today to maintain and attract best employees thus the realization in holding trainings and conferences for top executives to level officers is exceedingly in demand. Initiating strategies and solutions regarding employee retention and human resource management keep on going to minimize costs and money. There are many promising solutions in going through a lot of obstacles in human resource recruitment. We may start on some questions that would spark a new beginning: are the employees are given the chance to speak?Are new ideas accepted? Are benefits really beneficial to employees? Does the employees’ opinion count? Are works valued, evaluated and rewarded on their performance? This are simple questions that has an impact to the existing problems in many companies, regardless of size, incorporating other issues like repatriation, better opportunities, poor treatment, differences in culture and disagreement on the direction of the company , lack of recognition, indefinite growth prospects and poor relationship among co-workers.Keeping people and maintaining them for a longer period of time is the most difficult and challenging tasks for all human resources managers nowadays, hopefully, we will answer possible keys and solutions to these burning questions throughout the discussion. Why are people leaving from one company to another?A wide variety of reasons why are people leaving their jobs to find new companies includes: expectations were not satisfactorily fulfilled, unsuitable for the role, do not fit with the company’s culture, insufficient opportunities for growth and development, inadequate acknowledgment and admiration, problems with a manager or supervisor, not satisfied with the compensation, stress, lack of work and life balance, and lack of confidence in the company and leadership (Meyers). According to Susan Heathfield (Heathfield, 2007), most employees are leaving their work for reasons of searchin g new opportunities with other companies.Three top reasons were identified by Heathfield: fifty three percent of employees look for better rewards and benefits, thirty five percent were discontented with prospects of career growth and development, and thirty two percent were ready for a new experience and new environment. The motivating factors that can enhance the continuous stay of employees were examined by Bob Losyk on his article, here are the different factors that he stated: dignity and respect, involvement and participation, pay above the industry average, showcase superior workers, and by showing support to employees (Losyk).Giving dignity and respect is one of the most important key elements in satisfying the employees, harsh words, shouting, insults, and abuse of power will only result to demoralization, low morale, increase possibilities of absenteeism, and in turn resignation. Losyk added that employers should be treated with high respect, worth and goodness, let them r elax, be independent and empowered. Do not crash on people who make mistakes instead make it more constructive and let them learn from it.Involvement and participation is also a significant factor in dealing with employees’ motivation to stay in the company, by listening to their suggestions, aspirations, and ideas can make them more involved and active much as with belongingness and partnership. Paying above the industry average will surely and literally compensate the best employee thus giving and making more money for you. Great employees should be compensated for what they gave back to the company and it should not be as simple as paying back but to reward and constantly recognize their efforts.For sure, companies who have the best employees will have more satisfied clients because of the excellent services they receive and in return a greater chance of repeat business will likely to come. Another tip from Losyk is to highlight and draw attention to outstanding employees by giving awards, certificates, extra remuneration, dinners as well as posting their photos on bulletin boards or company newsletters. To share and show support, to listen and know their personal and family problems can be a key factor for lasting relationship with employees.It will create a positive and motivating atmosphere resulting to a more productive and high-quality employees (Losyk). Human Resource Retaining Strategies: The Training Delivery / Communication Options The training delivery to be used is participative which simulates real scenarios (Schein, 1987). This will be a workshop type of training. Experiential learning should be employed in the training components of the human resources planning program aimed at maintaining work effectiveness, retaining employees and create organizational success where employee development is critical.The communication option to be used in the delivery of training should be simple yet effective. This type of training program will fit the workforce of the Belfarm Hotel to refine their training skills. Also, this training program will provide comprehensive information and techniques to develop critical competencies. Training activities will focus on the design and approach to facilitate effective delivery of functions and responsibilities. The training materials to be used should assist trainers in enhancing their training presentations with materials that are professionally designed and written.Group facilitation skills of the trainers should be maximized to effect intervention strategies needed to maintain effective group relationships and direct groups towards productive goals. Aside from the evaluation of the Human Resources Directors from available data and observations, a Training Needs Assessment and Evaluation conducted prior to the actual training proper help trainers understand and use selected needs assessment and evaluation tools as part of the design and delivery of training. Human Resource Issues and Ch allenges to Consider – Including Suggested SolutionsThe challenge to have a trained and skilled workforce is the ultimate competitive advantage for any organization (Cowling & Mailer, 1998). The rapidly expanding base of new information and technologies affects every one of us, from factory floor to business office. No matter how capable or successful an organization is, if staff training and continuing education is overlooked, there will be problems in the organization. The challenge is to get the best value for the training dollars spent by choosing training that suits the needs of the company and least impacts the bottom line (Storey & Sisson, 1993).In order to meet the challenge, comprehensive approach to employee development can be adopted. Set goals and reach them, identifying the needs, developing the right intervention, and delivering a practical, results-oriented solution. Interactive training is designed for the adult learner, requiring involvement in the learning p rocess. Handle specialized workplace challenges with customized group training. Handle challenges specific to the organization. A good approach is to maximize training dollars spent by tailoring content to the organization’s explicit situation to produce the results needed.The NL&C should source top-notch trainers who can combine their experiences with the latest in learning techniques for interactive sessions that emphasize skill development and application (RBA Training, 2006). Workforce Retention and Motivation Motivating an employee to do his or her best for the company and making him to stay long with the organization is one of the major concerns of HR. A group who specialize in management of labor in IT organization has observed that the average stay of most IT professionals in a company is less than three years.It has been observed also that companies, who are on a constant search and use of new technologies, send their employees to seminars and trainings to acquire ne w knowledge and exposing their people in a challenging environment are better ways to retain people than giving of higher salaries. Although, some HR managers believe that salary and career satisfaction are the key to retention, money is a prime motivator only for ‘starters’. Those who have gone to three or more jobs know the importance of being in a position highly valued by the company (Gupta 2006).We will focus on different ideas, tips and strategies that can help companies cope up with the up-and-coming problem in the human resources industry. As much as we know that many current employees are getting out of their jobs voluntarily not because that they were fired by their superiors but because they want to meet their expectations and good opportunities with other companies locally or overseas. Despite the fact that the most mentioned reason for leaving is financial, other important aspect is a factor that motivates them to gave up their jobs to look for other jobs e lsewhere (IOMA, 2005). According to Paul J.Sarvadi (Sarvadi, 2005), the reality behind why employees gave up their jobs lies not only to monetary issues but goes deeper into the human consciousness that their actions and characters concerning work will be appreciated and makes them feel secured and successful. He suggested that sound retention strategies should be focused to four key elements – performance, communication, loyalty and competitive advantage. Let us start on the first key element which is performance, most companies undergo evaluations and performance metrics that will likely sum up their overall accomplishment either annually, quarterly or monthly.It is important that it must not rely solely on quantitative evaluation or assessment but most of all the qualitative measurement should also be considered. The intense craving for an attention to speak their opinions and make it a part of the company’s objectives is a very significant factor that is fulfilling to human beings, when they felt that their actions, talents and capabilities are brought into play that makes a difference to the company or organization, a sense of belonging and the feeling of they are at home is beginning to develop.The subconscious of human beings is attached to the emotions that they feel that’s why they are happy when they are in the process of achieving a goal and making valuable contributions (Sarvadi, 2005). He added that communication process with employees is an essential part of developing a relationship with them. Not just a simple communication that involves deadlines, submissions and technical aspects but they must use a two-way transmission of ideas and opinions.It is better to hold regular meetings to properly channel all comments and suggestions, give feedbacks and share what the company has been going through the years, and listen to what they aspire and suggestions. Surveys are good indicators of assessing the performance of the company t hough not dependable, it can contribute insights from the employees on what is giving them motivation and morale.On the other hand, loyalty is a great tool in winning employee retention strategy, it is measured in terms of how committed and loyal the employee is, it is not an imposed requirement but an earned reaction to the trust, respect and commitment shown to the individuals in a company (Sarvadi, 2005). The success of an employee – growth and development, and their contributions to the company’s wellness is an essential part of commitment and loyalty and both should work together.The last element of Sarvadi’s strategy is competitive advantage, people in the workplace is expecting excitement, new adventures, and competitions. Winning and losing are the key words for competitive advantage, employees wanted to know unique competitive products in the marketplace and they wanted to be part of these exciting race. Everyone wants to be a champion, it is healthy to inform your employees about the competitive advantage of your company so as to keep them motivated to join the winning team.To attract and retain top performers, employers should focus on recognizing and rewarding employees frequently and taking them for granted is not an answer to a successful relationship, and most importantly, know what the enemy does according to Cheryl Cran, a human resources consultant, an art of war, a strategy to win the best performers, know and discover what the enemy offer and ensure that you can target and extend beyond the limits of the expectations of the employees (Cran).To save expenses from the personnel turnover and increase output and productivity as well, another top retention tips to retain key personnel are the following (Mason): 1. Deal fairly with employees like you deal with your most valuable clients. 2. Let your employees adore and care for your company. 3. Powerful retention strategies turn into powerful recruiting advantages. 4. Preserv ation and maintenance is much more successful when you put the right person into the right job. 5. Monetary reason is important but it is not the sole basis of people who stay with an organization. 6.Creation of committees for the employees can help expand retention strategies as well as developing an effective strategy. 7. Leadership must extremely devote in retention. 8. Different forms of expressing recognition and appreciation is a strong and powerful retention strategy. 9. Always keep in mind that the â€Å"Fun Factor† is very significant to many employees. 10. Be familiar with the drifts and developments in benefit packages. Give the best to tender the ones your employees want (Mason). In addition to the strategies above, in Ghana a capacity project has been carried out to health sectors that could also be beneficial to other employees.Five key stakeholders were interviewed for this topic. Other keys are additional duty hours allowance, car and housing loans, post gradu ate training opportunities, relaxed criteria for promotion, and flexible contracts, public-private partnership. To understand the strategies, the table below indicates the key retention strategies: Table 1. Key retention strategies (Perry, 2006) Incentive type Brief description Financial Incentive Initiate added duty allowance particularly for doctors (Perry, 2006). Non financial incentive Proposal for a car and housing loan under negotiation for professionals who are assigned in the rural community. Perry, 2006). Career advancement opportunities Initiate and suggest schemes for more prospects for two year post graduate training program (Perry, 2006). Rest and recreation eligibility criteria for advancement (Perry, 2006). Creative contracting arrangements Give way to pharmacists in the public sector to perform duties for the private sector (Perry, 2006). Attracting the Best Talent In a business with cut-throat competition, urgently looking for the same kind or professionals is a nor mal activity of HR managers. In their search for the right people, they try their best to convince IT professionals to work with the company.In such a competitive market, IT organizations are trying to find ways how to attract the cream of the crop. Best talent means people who possess both the technical and managerial skills. They have the complete knowledge of the business, have the ability to think of new ideas, can communicate effectively, have the mind for analytical and logical thinking; possess leadership ability, team players, creative and innovative. People like them are rare commodities and being able to bring them in the organization is a key HR challenge (Gupta 2006). Compensation and RewardLaw of supply and demand also applies to the hiring of best talents. Thus attractive compensation package is very significant in luring those great minds. This results into management doing away with the usual eight hours per day work schedule as basis for compensation. Salaries and i ncentives are now given commensurate to the applicants’ knowledge and performance. Employers also give emphasis on profit sharing or performing employees can opt for company shares of stocks. This encourages bright and talented people to stay long with the organization.Skills, competencies and commitment are now preferred over loyalty, hard work and length of service. Although, salary is not the number one motivator in the industry today, HR is also faced with the challenge of devising optimized compensation package to attract best people into the organization. Integrating HR strategy with Business Strategy HR direction should be in conformity with the business direction. HR plans are just a part of the overall business strategy with the purpose of attaining the business objectives. Everyone should row in a single direction.Other departments depend on HR in recruitment, retention, motivation and rewarding of valuable personnel. HR is also tasked to manage change, anticipate f uture personnel requirements, organizational effectiveness, team building and employees’ training and development. (Gupta 2006). ‘Encouraging quality and customer focus’ should be a concern of all employees in all departments. It is HR’s duty to orient people on this topic and emphasize its importance in the overall business operation. A culture of superior quality should be encouraged.With globalization and technological change running at an incredible speed, companies with inferior quality products cannot cope up with the competition. Building friendly relationship with the customer is also important to insure repeat orders and continuous purchases (Gupta 2006). Upgrading of Skills through Re-training In a highly competitive hotel business environment brought about by the fast-paced, unpredictable technological advancement and increased emphasis on quality of services, software businesses are compelled to look for adaptable and competent personnel in the case of Belfarm Hotel.Software professionals are sent to various venues to attend seminars and trainings to upgrade their skills so they can perform all the functions that are assigned to them by the organization. Highly skilled software professionals are a bit discouraged if they feel that they are being left behind. Once they have gained a new knowledge and have disseminated it to their subordinates, they start to look for yet other new things. That’s what motivates them. And it is another challenge for HR personnel to keep those bright people highly motivated (Gupta 2006).Experts interpret such trends as a significant new problem for businesses which the hotel industry has never experienced. This is the serious lack of workers who possess the skills required by the economy. With longer life expectancy, reduced birthrate and the aging workers now coming to the age of mandatory retirement, the age profile of workers is dramatically changing (hrsolutionstoday 2006). Figure 1 : Re-Training Diagram These changing workforce demographics have serious implications in HR’s quest to attract the best talent.Because of the lack of qualified IT professionals, HR must once again repackage the compensation and reward being offered to make it more attractive. They should strive hard for the retention and motivation of the existing workforce because piracy of talented personnel among IT organization is on the rise. It is suggested that retention of older employees is one way to counter the problem on changing workforce demographics. That suggestion is often overlooked. For more than 20 years, it has been the practice of the corporate world to retire aging employees.To ease out retirees, programs such as retiree medical coverage, early retirement programs and other plans are being designed. They also make way for the entry of younger workers who will receive salary for ‘starters’, thus are less expensive (Gallo 2006). While those who stay in the c ompany for long have higher salaries and benefits than younger workers, the prospect of losing those aging but reliable people can entail more cost to a company than continue paying their salaries and benefits. And they are not really willing and ready to leave their job they have loved for several years.They want to work more and extend their stay in the company for another several years. Some still need the financial reward and the health benefits that employment can give (Gallo 2006). Watson Wyatt’s Strategic Reward Survey said that there are top five items which are important to older workers and they are: benefits, compensation, independence, security and skill development. This prospect of extending the services of older workers is still under study. There are however at least five strategies which can be viable to make retiring employees stay in the company longer thus cushioning the impact of lack of workers problem.Viable options can be phasing retirement, modifying retirement plans, modifying compensation plans, customizing benefits and redesigning the job (Gallo 2006). Technology and globalization drive organizations to be more flexible. A contract relationship is not inexpensive, but it’s more flexible. The use of contingent workforce affords companies to be more competitive. Randy Floyd, program manager of the Office of Contingent Workforce Management said, â€Å"Those that push for the use of contingent workforce may see greater benefits (Contingent Workforce Strategies 2005)†.The use of contingent workforce has positive implication in the technology industry. HR can opt for this kind of workforce while trying their best to look for the best and the brightest. They can adjust their budget as this labor force is less expensive than those people who are directly hired by the company. It is very clear that outsourcing is a success. However, companies are beginning to realize the costs and inherent risks that go with it. Generall y speaking, â€Å"Outsourcing is a very complex process which the benefits that are expected seldom materialize†.There are tradeoffs that go with outsourcing such as cost reduction against growth, quickness against quality, and maintaining company’s culture of working together against knowledge and innovation (Singhatiya 2005). In an article published in the Northeast Human Resources Association paper, Michael Andrew, Principal, Strategic Impact Learning, said that â€Å"It is high time to elevate HR’s role to that of a Chief Development Officer who is bent on increasing the capabilities which are vital to the attainment of company’s goals and objectives.For HR to become a business partner to the executive team, it should speak about the language of business rather than the language of HR. There is a clear call for HR professionals to redefine themselves as business partners by being business person first and HR professional second† (Andrew 2006). Increasing demand for immigrant workforce and opportunities abroad: The increasing demand of hiring cross-cultural workforce is a global necessity to respond the needs internationally.But because of the terms and conditions in hiring immigrants, it is very difficult to establish a worthy and constant employee for a particular business due to numerous alternative employment with other companies. To better understand the recruitment, hiring and retaining the best employees especially the immigrants and ethnic workers, it is important that we should consider the culture, traditions, and beliefs, know the different ethnic lifestyles and values, appreciate the impact that the immigrant workforce is influencing the management, and study the fabrications on recruitment of diverse ethnic groups.In addition to Losyk’s article, he stressed that it is significant that companies must understand the needs and desires most Hispanic and Asian workers want from a workplace, discover how to g ive comment to immigrant employees, determine the critical factors needed to train Asian, Hispanic and other cross-cultural groups, and create management techniques that can work and understand the involvement and recognition with the ethnic groups (Losyk).Further problems encountered by other employers is when their employees who are assigned to work overseas over a period of time will transfer to another companies in a few months to seek greener pastures. These are real and actual happenings in most development organizations when workers or volunteers enter into a contract to gain experience overseas and marked it as a stepping stone to find great opportunities abroad. How can companies and organizations struggle to this concurrent problem? Is this just a cycle to be left out and find new workers to continue the job?Are there any other holistic means that we can manage to surpass this continuing global recruitment problem? Conclusion: The best and the brightest in a company as wel l as entry level employees should be carefully kept, managed and trained. The ultimate strategy that should be considered for employees is to consider the needs, wants, and personal aspirations like career development, recognition and reward and the objectives they want for the organizations. Rewards should be helpful to them like educational opportunities, car and housing incentives, health plan for the employee and their family and good bonuses.Emergency funds if necessary when problems like illness arise in one of the members of the family, and more vacation and/or sick leaves are also a rewarding remuneration to employees. Managers and supervisors who are good listeners to their employees are good signs of good relationship, it is like a father/mother – daughter/son relationship that is always there to listen, understand, and suggest what is best and what is worst, even the most personal things of the employee should also be taken in consideration.Manager’s role is a crucial aspect of retaining best employees because they will serve as a mentor that will guide the employees towards a positive direction. Availability, fair treatment, flexibility and open communication during tough times is a positive message and strong response to employees who are in dire need to seek help, as a result, a healthy environment and workplace is being developed and cultivated. After all, empowerment, sustainability, goal-oriented and development are the most important key words for the success of organizations and individuals.

Example of Business Report Essay

Executive Summary The purpose of this report was to investigate a student club at a private university in Jakarta, which is called BNEC (Bina Nusantara English Club) at BINUS University. BNEC is a non-profit English organization for undergraduate students of any major studying at BINUS University. Its main purpose is to develop its members’ English skills by providing TOEFL, Debate, Scrabble, Spelling Bee, Public Speaking, and Performing classes. BNEC has actively participated in various national and international competitions. The strengths of this organization can be seen from many national and international achievements that this unit has achieved. The main reason for its success was due to its strong leadership sustainability, which allowed the changing leaders and committees of the unit always manage to accomplish the set targets and goals. Moreover, its tight selection  process for the new members has resulted in highly proficient English participants, readily supporting the arranged activities. Lastly, the high-quality training programs available have contributed to a rigorous and intensive practice of using English for public performances. However, the unit has some areas for improvement. For example, the communication styles between supervisors and subordinates were sometimes problematic, as all participants underwent the learning process of teamwork communication. The unit has also developed a certain degree of arrogance and pride, which even widened the gap between the unit with other lower proficient students studying in the university, and thus developing and strengthening its exclusivity. After taking both strengths and weaknesses into consideration, it is recommended that BNEC should begin to develop more social programs, carefully designed to help their fellow students outside their organization in the university, or even to other marginal members of the society living near the university, to improve their English proficiency and establish BINUS University and its surrounding areas as the English as a Second Language (ESL) area. 1. Introduction 1.1 Purpose The purpose of this report was to investigate a student club at BINUS University, namely BNEC (Bina Nusantara English Club), and recommend a suitable solution to its problems and some suggestions for its future development. 1.2 Scope When investigating BNEC, it was important to consider its current conditions in terms of its organizational structure, management/leadership style, materials development, marketing/promotion, programs and training. 1.3 Method The information used in this report was collected by having some interviews with personnel in BNEC, including the chairman, secretary, treasurer, promotion team, program coordinators, and some members. 1.4 Limitations PICs and members were sometimes difficult to meet Important information is difficult to collect †¦. 1.5 Assumptions It has been assumed that BNEC has not proved effective and efficient in running the organization. As the members actively participate in its programs and activities, it has been assumed that the implementation of its training programs shows little contribution to improving their proficiency levels. As most BNEC programs have generated many awards and prizes, it is assumed that there are still programs that do not result in significant achievements. 1.6 Background BNEC was established in 1992. It is the only English-based student unit at BINUS University. Its main purpose is to develop the member’s English skill by providing TOEFL, Debates, Scrabble, Spelling Bee, Public Speaking, and Performing classes. BNEC also actively participates in a variety of national and international competitions. It has achieved many achievements. Besides these, it is also widely acknowledged for its event organizing. BNEC was awarded The Best Student Organization in 2010, 2011, and 2012 by BINUS University. 2. Findings 2.1 Strengths Strong communication channels among members A variety of programs offered Active and supporting team members †¦. 2.2 Weaknesses Less involved in CSR (Corporate Social Responsibility) programs Focused only on one main headquarters, no branches Limited resources for programs development †¦. 3. Discussions 3.1 (Organization Structure) – this is just an example – Generally, BNEC consists of three big departments, which are ‘Information and Development’, ‘Product and Achievement’, and ‘Marketing and Communication.’ Each department has its own unit. In total, BNEC has 12 units, which are managed by the Board of Management. In the author’s perspectives, the way the organization is structured brings out some problems. For example, †¦.. 3.2 (Management and Leadership Style) All Board Management at BNEC are carefully selected, and each of them plays an important role in running the organization. †¦. 3.3 (Resource Development) †¦. 3.4 (Marketing and Promotion) †¦. 3.5 (Programs and Training) †¦ 4. Conclusion After investigating BNEC, it was found that †¦. It is important to consider the long term benefits to the organization when considering which programs or events were best conducted. †¦. The management style had to be easily adaptable for new opportunities such as †¦. †¦. 5. Recommendations and Implementation The findings and conclusion in this report support the following recommendations: The board of management needs to adapt to †¦ Programs need to be developed based on †¦.. Members must have email or online access on their electronic gadgets to enable them to be in contact with the organization at all times All marketing and promotion team should negotiate price and ongoing service agreements with external parties To reduce the organization long term expenses: The organization could investigate the viability of †¦. †¦. Training programs available for members should have the maximum duration of 1.5 months (6 weeks) 6. References http://mybnec.org/view/about.php