Individual Report on Econometric Models

Context This report pertains to the selection of an academic paper (Caporale et al., 2009) which is examined based on its aims and results, citing new insights offered by its analysis. It also involves another paper (Oshio et al., 2011) that cited that of Caporale et al. (2009), explaining the kind of data being used for the analysis. The report also includes a description of the economic model adopted by the authors to analyse the issues, as well as a critical reflection of the issues that are likely to arise with the use of these specific econometric models. a.Summary of the selected paper The selected paper in this report is that of Caporale et al. (2009), which was centred on income and happiness across Western and Eastern Europe. The authors utilised data from the European Social Survey (ESS) for 19 European countries, whereby they examined the association between income and subjective well-being. The aim of their study was to find out whether income can buy happiness. Happiness and life satisfaction served as the dependent variables in the study, which were likewise contained in the ESS data. These variables were tested for whether social comparisons and reference groups wielded a relevant influence on the subjective well-being of individuals in the countries involved, which likewise served as the sample. The findings revealed that for all these countries – despite the positive correlation between income on one hand and happiness and life satisfaction on the other – a negative effect was being exerted by reference income on individual well-being, a result that harmonised with the relative utility hypothesis. A separate analysis was conducted by the authors for some countries in Eastern Europe in which they were able to discover some evidence that supported a so-called ‘tunnel effect’, which was suggestive of a positive impact caused by reference income on subjective well-being. The findings maintained that situations characterising stable income and employment have income serving as the basis for social comparisons. In social comparisons, the authors posited that reference income served as the informant for future status expectations. Further, empirical findings revealed a tendency for males to report lower satisfaction than their female counterparts. The authors also cited that the literature holds robust pattern that mirrors the life-cycle areas of people’s social, economic, and family situations. The findings also suggested that happiness perception was positively related to being married, whilst a negative relationship was suggested for divorce. Moreover, the presence of children had a negative effect on happiness perception whilst good health fostered a significant positive association. There was shaky evidence on the likelihood of university qualifications to cause a negative impact on happiness. In addition, a positive effect was indicated by previous employment occurrence on the perception of happiness, which was more deep-seated for more recent unemployment occurrence. The distress accompanying a recent unemployment occurrence may diminish the aspiration value of the presently employed individua l. As the study’s sample was dominated by countries with liberal social welfarism, the influence of the welfare systems on individual’s happiness may also be indicated by the positive impact of unemployment on life satisfaction during the time of joblessness. The new insights offered by the analysis include an apparent wedge between countries in Western Europe and Eastern Europe, which clearly showed that the pursuit of life satisfaction has become embodied in countries’ political framework, serving as a source of valuable insights in policy development concerning welfare reforms. b. A paper citing the selected paper A paper that cites the selected paper here is that of Oshio et al. (2011) whose aim was to examine the effects of relative income on well-being in China, Japan, and Korea based on nationwide surveys in these countries and comparing them with that of the United States. The various factors for which control was undertaken at the individual level were age, gender, and marital status, to name a few. The results were parallel to past researches the same topic involving Western countries. The study exhibited a significant relationship between a person’s income and that of the reference group on one hand, and perceived life satisfaction on the other. In China, individual income showed stronger relationships between relative income and life satisfaction compared to family income, whilst the opposite was demonstrated for Japan and Korea. The comparisons of income within the reference group were necessary for evaluating life satisfaction, particularly when family income was used. Additi onally, Yitzhaki index was used to determine the relative deficiency within the reference group, which was found to have a negative relationship with life satisfaction. Oshio et al. (2011) used Caporale et al. (2009) as a cited paper in their study in that the former utilised it in its claim that apart from the absolute income levels, the happiness of a person is reliant to comparisons with those of others, particularly those with similar socio-economic distinctiveness. Oshio and colleagues also used Caporale and colleagues’ findings on relative income proposition, whereby both found a positive effect fostered by absolute income on both happiness and life satisfaction. Further, both Caporale et al. (2009) and Oshio et al. (2011) used regression analysis to analyse the findings on income and perceived happiness. The apparent difference that could be cited in their studies was the nature of the countries on which their studies were emphasised – Western and Eastern European countries for Caporale et al. (2009), and Asian countries and the United States for Oshio et al. (2011). The former was also more extensive as it used 19 countries f or a generalisation of income-happiness hypothesis, whilst the latter involved only four. The comparison in Caporale and colleagues’ study was between Western European and Eastern European countries, whilst that of Oshio and colleagues was between three Asian countries and the United States. If the cross-country findings in Caporale and colleagues demonstrated a political agenda (i.e. social welfarism), those of Oshio and colleagues were focused on the level of the individual, such as people’s precautious outlook on individual income than family income in China and the United States, leading to the influence of culture for income perception (e.g. individual-orientedness vs. family-orientedness).Whilst Caporale et al. (2009) asserted a positive relationship between income and happiness, Oshio et al. (2011) declared stronger correlations between individual income (rather than family income) and life satisfaction in China, which was not true in Japan and Korea. c.Data used, structure of the data set, and manner of data collection The ESS data in Caporale and colleagues’ (2009) study contained information about a set of demographic and employment characteristics, which the authors utilised as controls in their regressions. Some of these controls were education, income, and position in the labour force, to name a few. The data set also involved information on previous unemployment encounter, which was used in assessing whether a person’s perception of present economic situation was influenced by previous income shocks, commonly due to unemployment. The structure of the data set included all individuals possessing similar levels of education, age brackets, and current countries of residence. The sample was also limited to employees earning full-time salaries. Alternatively, in Oshio and colleagues’ (2011) study, the data were collected from the countries’ (Japan, China, Korea) General Social Survey (GSS), from which data were downloaded. The GSS of these countries were originally gathered by a research office at the University of Chicago. The basis of their empirical analysis was the GSS of these countries which were recorded in 2006, with widely similar survey questionnaires. The results were compared with those of the United States. All income data were converted into logarithms to enable comparing the results across models and countries. In addition, the authors used sampling weights from GSS and made a computation of standard errors to provide correction for any possibility of heteroscedasticity. It may be inferred that even though both studies aimed at determining happiness and life satisfaction vis-a-vis income, their methodologies and approaches were however different but were appropriate to the nature of their hypoth eses. d. Econometric models used by the authors In this section, the econometric models used by the authors are described to analyse the issue. Caporale et al. (2009) used ordered probit model, which they deemed appropriate for their study, given the ordinal nature of the happiness variables. This model enabled a close correlation between happiness and life satisfaction, in which the authors were able to indicate a high level of happiness or satisfaction amongst the research participants. A clear skewness towards the high end was exhibited by the distribution on happiness. Some variations began emerging with the investigation of the level of happiness across the countries involved, with Denmark achieving the highest score, and Portugal, amongst others, recording the lowest scores. Reference income was used as an explanatory variable in the regressions. The estimated coefficients also showed a general consistency with those of previous studies. On the other hand, Oshio et al. (2011) used the ordered logit model to explain perceived happiness across the three countries involved in their study. The model contained an assumption of care amongst individuals in relation to their individual (or family) income when making a comparison of their income with those of others. Family income was included in both specifications, with an assumption that it represents material living standards. It was expected that the coefficient ? was significantly positive in each specification, given the relative income hypothesis. e. Critical reflection of the issues relating to the econometric models The econometric models used in each of the study of Caporale et al. (2009) and Oshio et al. (2011) were appropriately justified and carried out to suit the aim and expected results of each. The use of the ordered probit model in Caporale and colleagues’ study was suitable as this model was able to deal with the variables in ordered categories, which were present in the dataset. According to Jones (2007) and Gailmard (2014), ordered probit model is utilised in the modelling of a discrete dependent variable with ordered multinomial results. Similarly, Caporale and colleagues also noted fixing some of the threshold values, which Jones also pointed out as a characteristic of the model. The study was able to generate the specific results with the utilisation of this model, which is likewise used in a range of the social and behavioural sciences, as emphasised by Aldrich et al. (2007) and Gill (2008). Using other econometric model for the study of Caporale et al. (2009) might not ge nerate similar results, since the study involved an analysis of more than two outcomes of an ordinal dependent variable (i.e. happiness and life satisfaction). In the same manner, Oshio and colleagues’ (2011) use of the ordered logit model was suitable as the study involved a survey that aimed to find out how well responses to questions can predict a response to one question, to which the model was appropriate. In the study, the model was used for dichotomous dependent variables (happiness and life satisfaction), in which more than two response categories were enabled.Apparently, the study adopted proportional odds assumption, to which the model was applicable, as Sadler (2008) and Allegrezza and Dubrocard (2012) also pointed out. Moreover, the model clearly pursued an estimate for multiple equations in the study, whereby the number of these equations were tantamount to the number of categories minus 1. The study also showed that each equation modelled the odds of being in a category, which is consistent with the ordered logit model (Sadler, 2008; Allegrezza and Dubrocard, 2012). It is important to note that the use of the aforementioned models for the two studies was consistent with their intention to quantify or measure variables in order to come up with objective and systematic results for the relationship between income and happiness. Both studies opted to use data from established data sets (ESS and GSS) to apparently facilitate generalisation of findings, with which they were successful. It may be pointed out that Oshio and colleagues’ (2011) results were congruent with Caporale and colleagues’ (2009), reflecting the validity of the latter’s findings. References Aldrich, J. H.m Alt, J. E., and Lupia, A. (2007) Positive Changes in Political Science: The Legacy of Richard D. McKelvey’s Most Influential Writings. Michigan: University of Michigan. Allegrezza and Dubrocard (2012) Internet Econometrics. Hampshire: Palgrave MacMillan. Caporale, G. M., Georgellis, Y., Tsitsianis, N., & Yin, Y. P. (2009) Income and happiness across Europe: Do reference values matterJournal of Economic Psychology, 30(1), 42-51. Gailmard, S. (2014) Statistical Modeling and Inference for Social Science. NY: Cambridge University Press. Gill (2008) Bayesian Methods: A Social and Behavioral Sciences Approach, Second Edition. NW: Chapman & Hall/CRC. Jones, A. (2007) Applied Econometrics for Health Economists: A Practical Guide. Second Edition. Oxon: Radcliffe Publishing Ltd. Oshio, T., Nozak, K., and Kobayashi, M. (2011) Relative income and happiness in Asia: Evidence from nationwide surveys in China, Japan, and Korea. Social Indicators Research, 104 (3), 351-367. Sadler, A. M. (2008) Determinants of Entrepreneurial Behavior among Immigrant and Non-Immigrant University Scientists in the US: The Impact of Cultural Predispositions and Learning. MI: ProQuest LLC.

History of the United States Essay

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Explain the ways that participation in political campaigns and elections in the U Premium 2240 Words 9 Pages Dbq Essay on Ap Us History Civil Rights AP United States History Syllabus Chambless This course is designed to provide a college-level experience and preparation for the AP Exam in May. An emphasis is placed on interpreting documents, mastering a significant body of factual information, and writing critical essays. Topics include l 1990 Apush Dbq Paige Reinfeld Jacksonian DBQ The uproar of the people of the U.S. was heard after the corrupted elections of 1824. It wasn’t until 1828, the year the Jacksonians came into power and satisfied the popular demand after a mudslinging battle against the aristocrats. The Jacksonian Democrats claime Premium 599 Words 3 Pages Jacksonian Democrats: Oppressors of the Common Man Keegan Kylstra 12/9/12 APUSH Darnell Jacksonian Democrats: Ruthless Oppressors of the Common Man. There is no doubt that the Jacksonian Democrats changed American history. Their brand of fiery populism increased political participation throughout the nation, with millions of white men voting by th Premium 991 Words 4 Pages Apush Dbq’s 2011 DBQ: (Form A) 1. Analyze the international and domestic challenges the United States faced between 1968 and 1974, and evaluate how President Richard Nixon’s administration responded to them. (Form B) 1. Explain the ways that participation in political campaigns and elections in the U Premium 2240 Words 9 Pages Dbq Essay on Ap Us History Civil Rights AP United States History Syllabus Chambless This course is designed to provide a college-level experience and preparation for the AP Exam in May. An emphasis is placed on interpreting documents, mastering a significant body of factual information, and writing critical essays. 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He was for many years Department Coordinator of Art, For Premium 295930 Words 1184 Pages apush study guide 2005 AP U.S. History Study Kit -2- TABLE OF CONTENTS 2006 FRQ Study Guide †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 2006 DBQ Study Guide †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 Historical Periods To Memorize†¦ Premium 2252 Words 10 Pages Dbq on Andrew Jackson DBQ – Andrew Jackson Jacksonian Democrats believed that they were protecting individual liberty, political democracy, the equality of economic opportunity, and upholding the rights of the Constitution of the United States. In my opinion, the Jacksonians were, to some extent, guardians of the U Premium 809 Words 4 Pages Ap Dbq List A.P. United States History 2. Name___________________________Date________ âž ¢ Chapter 26. 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Odysseus as an Epic Hero

Odysseus as an Epic Hero In an epic poem, epic heroes exist. An epic hero, an important figure from a history or legend, has to relate to society. By having similar traits as humans, people will look up to the hero. In the epic poem, Beowulf, the epic hero, â€Å"Beowulf†, has the ability to die. Since he has this trait, he relates to the civilization and they look up to him. The â€Å"Odyssey†, another epic poem, has a hero also. Odysseus, the hero in the â€Å"Odyssey,† fits a model of an epic hero because he has the important traits of an epic hero and relates to society.His traits include the ability to feel fear, his cunning, and physically impressive traits. Odysseus fits the model of an epic hero because he feels fear. The epic hero cannot relate to society unless he has the ability to feel fear. In having something to lose, the epic hero must demonstrate courage by overcoming the source of his terror. Odysseus experiences this terror mentally and physical ly, he faces it, and ultimately overcomes it. As Polyphemus, the Cyclops, speaks, Odysseus and his men feel â€Å"a pressure† on their hearts, â€Å"in dread / of that deep rumble and that mighty man† (246-7).Odysseus and his men face the possibility of death when the encounter the Cyclops. Odysseus’ actions show his humanity because of his ability to feel fear mentally. He also expresses his fear physically when he raises his hands in supplication to Zeus, crying out â€Å"lifting our hands to Zeus, / powerless, looking on at this, appalled† (284-5). Because Odysseus experiences fear physically and mentally, he relates to his men, Greek society, and the reader. Like all men, Odysseus must face his fear in order to overcome it. As Homer says, â€Å"Now, by the gods, I . . . cheered my men along with battle talk / to keep their courage up: no quitting now. . . . So with our brand we bored that great eye socket / while blood ran out around the red-hot barà ¢â‚¬  (368-83). In this case, Odysseus and his men use physical force to conquer the Cyclops. In doing so, he secures safety for his men and motivates them to face other obstacles on their journey. Having faced and defeated Polyphemus, Odysseus shows that he fits the true epic model of a hero. Odysseus demonstrates how he fits the replica of an epic hero because of his cunning. An epic hero associates with the society around him because of his craftiness and cunning. Odysseus displays this by getting out of dangerous ituations, leading his men out of danger, and using flattery. Odysseus and his men, trapped in a cave, needed to get out so they could live. He drew on all his â€Å"wits, and ran through tactics, / reasoning as a man will for dear life, / until a trick came† (418-20). To get out of the cave, he tied himself and his men to the underside of each ram. Clever Odysseus shows his men how cunning can get you out of dangerous situations quickly. He expresses cunning an other way by leading his crew out of danger. He does this by keeping his men away from eating the Lotus flower that made them forget their homeland.To save them, he drove them â€Å"to the ships, / tied them down under their rowing benches, / and called the rest† (211-13). This showed his cunning saved his men. Thus, a good captain and epic hero, like Odysseus, should have a cunning personality. Calypso, the goddess nymph, trapped Odysseus on her island. He uses his cunning to flatter her into letting him return home. He does this by telling her â€Å"My lady goddess / †¦ my quiet Penelope / †¦ would seem a shade before your majesty, / death and old age being unknown to you, / while she must die† (114-17). His ability to flatter Calypso led him of the island and allowed him to go home.An epic hero would need all these examples of cunning to survive and lead his men. To become an epic hero, it would help if he had physical strength, accuracy, and impressive lo oks. Odysseus shows he has strength when he â€Å"so effortlessly / †¦ in one motion strung the bow† (1190-91). Odysseus could only string the bow. No one else could because of the heftiness of the bow. A hero must have accuracy. When Odysseus says, â€Å"Now watch me hit a target that no man has hit before† (1225) and hits the target, he proves that has accuracy. Odysseus and the other epic heroes should have impressive looks.According to Telemachus, Odysseus’ son, Odysseus looks like â€Å"one of the gods who rule the sweep of heaven† (1001-02) and stands â€Å"like one of the immortals† (1019). Since he has these traits, it proves that he exemplifies an epic hero. Odysseus has proved that he fits the model of an epic hero because of his traits and how he associates with the society. Because of all these traits, he can finally get home. This becomes very important because he needed to accomplish his goal, to get home. Works Cited Homer. â₠¬Å"The Odyssey. † Austin, Texas: Holt, Rinehart and Winston, 2003

People, Forests and Forestry Extra Credit Paper Essay

People, Forests and Forestry Extra Credit Paper - Essay Example In 2005, a total of 734 million hectares or 19% of the world’s forest can be found in Asia. But due to the problematic effects of deforestation and invasion of human activities in the forest, the highest rate of decline in forest area can be found in the Southeast Asia, which is 2.8 million hectares every year (Food and Agriculture Organization of the United Nations, 2007). The study conducted is focused on one of the six countries with the highest decline in forest area which is the Philippines. It ranks fourth to Indonesia, Myanmar and Cambodia, the problematic areas in Southeast Asia with regards to deforestation (FAO UN, 2007). The Philippines is recognized as one of the countries in Southeast Asia to have great primary forests but due to the deforestation activities, significant percentage of the country’s forested areas had been denuded. For this matter, a study on the present state of the forests in the Philippines is the main focus of the research conducted. The immediate solution is required in the issues related to deforestation in the Philippines due to the continuous effects that can be observed in the state of the land, the livelihood and the biodiversity of the country. Based on the results of forest area studies, from 1995 to 2005 one third of the forest cover had been denuded (Butler, 2009). The country is even known to be included in the group of Southeast Asian countries with the highest deforestation rate as shown in Figure 1. The forest cover of the Philippines is 24% of the total land area which is equivalent to 7,162,000 hectares. Of the said forest area 829,000 hectares are classified as primary forest which is equivalent to 2.8% of the total forest area (Butler, 2009). In terms of the deforestation rates, in the period from 1995-2005 the rate of decrease of forested area in the Philippines is 2%. From 2000-2005 the update is that the

Network Analysis Research Paper Example | Topics and Well Written Essays - 1750 words

Network Analysis - Research Paper Example A machine consumes a power of 10 kW and a reactive power of 4 kvar at a current of (6 + j4)A. Determine the applied voltage, expressing your answer in complex form. Solution: Here as given, Average Power, P = 10 kW, Reactive Power, Q = 4 kvar, Current I = (6+j4) A Let S be the Apparent Power then we know that, Apparent Power S = Re{VI*} - Im{VI*} S = P - jQ, substituting the values of P & Q S = 10 10 ³ - j4 10 ³ S = (10 –j4) 10 ³ †¦. Eq. Since S = VI*... Eq. 2(2) Where V is the applied voltage and I* is the conjugate of I. As we know that if z = a + jb is a complex number then z* = a – jb Therefore, I* = 6 - j4 Now equating Eq. 1(2) & 2(2) and substituting the value of I* we have, V (6 - j4) = (10 – j4) 10 ³ V = (10 – j4) 10 ³/ (6 - j4) After rationalizing, V = (6 + j4)(10 – j4) 10 ³/ (6 ² + 4 ²) V = (76 + j16) 10 ³/ 52 V = (1.46 + j0.30) 10 ³ Network 5 Hence, V = 1.46 10 + j300 †¦. Eq. 3(2)Which is the applied voltage expressed in complex form. Solution: 3(a) Let is the applied voltage & be the resulting current through the given circuit then for complex impedance circuit is given as, = Expj †¦. Eq. 1(a3) Where . Let be the phase difference between voltage and current than current = Expj( + †¦. Eq. 2(a3) Since impedance in time domain is defined as, = †¦. Eq. 3(a3) From equations 1(a) & 2(a) we have, = as R=1 (given) = Or in polar form, †¦. Eq. 4(a3) Multiplying by 1 /to yield effective value we have, Z= or Z= 0.707†¦. Eq. 5(a3) Equation 5(a). is the required impedance in polar form. admittance is the reciprocal of impedance so, if Y is admittance then Y = 1/Z†¦. Eq.1(b3)... admittance Y=1/Z, or, Yeq=1/Zeq 1/Zeq=Yeq From Eq. 1(b1) Hence, Yeq=1/R+j(C -1/L) . Eq. 2(b1) Equation 2(b) gives the expression of admittance for RLC parallel circuit impedance. Network 4 2. A machine consumes a power of 10 kW and a reactive power of 4 kvar at a current of (6 + j4)A. Determine the applied voltage, expressing your answer in complex form. Solution: Here as given, Average Power, P = 10 kW, Reactive Power, Q = 4 kvar, Current I = (6+j4) A Let S be the Apparent Power then we know that, Apparent Power S = Re{VI*} - Im{VI*} S = P - jQ, substituting the values of P & Q S = 1010 - j410 S = (10 -j4) 10 . Eq. 1(2) Since S = VI* . Eq. 2(2) Where V is the applied voltage and I* is the conjugate of I. As we know that if z = a + jb is a complex number then z* = a - jb Therefore, I* = 6 - j4 Now equating Eq. 1(2) & 2(2) and substituting the value of I* we have, V (6 - j4) = (10 - j4) 10 V = (10 - j4) 10/ (6 - j4) After rationalizing, V = (6 + j4)(10 - j4) 10/ (6 + 4) V = (76 + j16) 10/ 52 V = (1.46 + j0.30) 10 Network 5 Hence, V = 1.4610 + j300 . Eq. 3(2) Which is the applied voltage expressed in complex form. Solution: 3(a) Let is the applied voltage & be the resulting current through the given circuit then for complex impedance circuit is given as, = Expj . Eq. 1(a3) Where. Let be the phase difference between voltage and current then

Discussion Board 4-1 Assignment Example | Topics and Well Written Essays - 250 words - 5

Discussion Board 4-1 - Assignment Example Psychologists have used psychological theories and biological systems to explain the findings about relationship of media and antisocial behaviors in children. To begin with and with reference to Social Development and Social Learning theories, human beings mostly rely on their surrounding environments to learn more about life. Children have immature brains that eager and curious to explore and understand most of the events happening within their environments. Since unable to analyze and sort out information received within their environments, children are likely to consider what they see as right and correct (Cavanaugh & Kail, 2013). As such, children exposed to excess viewing of violent television programs and video contents are likely to lose empathy and instead develop merciless feelings that cause them become aggressive. Such children are likely to involve in reckless and undefined wars against others due to low problem solving abilities. Research findings conducted by psychologists using different theories of human development have also shown that playing violent games as has the potential to train children on complex tactics to become aggressive. Playing and wining video games also create the urge within children to involve in physical and practical exercising of their skills (Cavanaugh & Kail, 2013). To satisfy such urges, children have to involve their colleagues or any person to violence. A good example clarifying the effects of television and media on social behaviors of children occurred in 2006 immediately after hanging of Iraqi’s former President Saddam Hussein. As recorded by ABC News Medical Unit (2007), a nine years old Pakistani boy named Mubashar Ali hanged himself with the help of a ten years old sister. ABC News Medical Unit (2007) adds that after three days of Saddam’s execution, a fifteen years old Indian girl called Moon Moon Karmarkar committed suicide using a ceiling fan in the subu rb of Kolkata. All the children

A day in the life of budget analyst Essay Example | Topics and Well Written Essays - 1250 words

A day in the life of budget analyst - Essay Example From this quote it is very clear that budget analysts must be such like a bird who have good voice mean he must have such skills that the whole organization can get benefit from it. Financing is the most important in every organization because no organization can run without the finance. So the management of the finance is very much important. He provides benefits of its analytical skills, communication skills, detailed oriented skills, mathematical skills, writing skills to all the organization. He makes budget, interpret its each item carefully so that a single mistake of him can lead to a disastrous loss. For this purpose organization hire budget analyst. Budget analyst also called budget coordinator, budget examiner, budget officer, chief financial officer and treasurer (Gloria. A 1987). In simple words we can say that budget analyst help the public and private organizations in managing their finance. They prepare budget reports and monitor the institutional spending. The budget is prepared monthly, quarterly, semiannually and on yearly basis (Ross & Firth 1987). The life of a budget analyst is very difficult. Here I will discuss a day in the life of budget analyst. Budget analyst performs the following duties in a day of his life: Work with project manager and discuss the organization’s budget ... Analyze the data to determine the costs and benefits of different projects from where future inflows are expected. He may give suggestions of program spending cuts and redistribution of extra funds. Top executive take decision on the work of budget analyst so the budget analyst who makes reports and budgets must give true picture about the organization’s inflows and outflows. He communicates its suggestions and opinions to officials. If there is any difference between desired budget and actual budget then he make a report to officials in which he explain the reasons of variation and give suggestions for reconciliation of actual and desired budget. He provides policy analysis and draft budget related legislation (Gloria. A 1987). Budget analyst has the following skills to perform its routine task. Analytical skill-He has ability to understand the things and of its interpretation as well. Communication skills-to defend its interpretation because there is need of explanation of t he results Detail oriented-ability to make explanation of every item of the budget Math skill-strong accounting skills and strong grip on finance usage of database software Writing skill-make such a budget and the interpretation of it are easily understandable to the others. He works in office. His shift is full time. But sometimes he has to do some extra work when the review of budget is made. He has normally bachelor’s degree but some organizations prefer that analyst have master’s degree. Because preparing the budget is not a simple task. For the development of budget strong numerical and analytical skills are required. These analytical skills are statistical techniques or accounting methods. He must have strong grip in finance. For the govt.

Revisions to Data Analysis Case Study Example | Topics and Well Written Essays - 1000 words

Revisions to Data Analysis - Case Study Example The technologist forum comprised of mostly computer engineers that I work with, and most dimensions came from followers and fiends on Twitter and Facebook. Further, the results showed more skewedness towards males with college degrees who are computer savvy due to the nature and the participants of the survey. The positive fact concerning my respondents was that they were not from majorly one age bracket or residential area. Since the research question involves the addictive character of users of social media, it was relevant to use Facebook and Twitter specifically because they are the most visited and popular social networks in recent times. No any other social media sites were included in the survey as the main concern revolved around the habitual logging in of Facebook and Twitter. The imaginative idea of evaluating the behaviors of solely the youthful users of social media appeared to be insufficient to give a final conclusion of the consequences of media addiction in recent times (Zemmels 8). To be more specific, the survey/ research carried out was not to be assumed basing on mentalities and stereotypes of the society, rather, a true reflection of the participants’ responses were highly relied on. No result of a particular age group, gender, or occupation was used as a reflection of the corresponding group; the results were uniquely observed and analyzed. To make the results more realistic I had to open up my mind and integrate some few considerations into the study. First, the questionnaires were framed in such a manner that they could make it easier to find out the reasons for accessing social media and why the much time spent there. Also asked were the preferences of the respondents for online communication as compared to face-to-face relations. An investigation of the relations between levels of sociability and the total time spend on social media was a

The History of Program Music and its Composers Essay

The History of Program Music and its Composers - Essay Example 3). To further stress this point, the great Frederick Niecks, however, remarked that programme music has always been regarded controversially as its definition is vague and narrow (1). In this context, Niecks wrote (referring to musicians) in the preface of his book entitled Programme Music in the Last Four Centuries: A Contribution to the History of Musical Expression, that "they should embrace all possible kinds, degrees, and characters: the outward and the inward, the simple and the complex, the general and the particular, the lyrical, epic, dramatic, melodramatic, descriptive, symbolical, etc. They should embrace also music with the programme merely indicated by a title, and music the programme of which is unrevealed. The absence of programme and title does not prove the music to be absolute (iii)." Despite having been the one to come up with the phrase "programme music", Frnza Liszt was not its inventor. Programme music has been in existence and practice ever since the 16th century, or probably even before then (Hoffman para. 3). To be able to trace its history, Frederick Niecks outlined six periods while citing the significant composers or musicians during its time. The first period was during the 16th century, a time when allusions were usually made to descriptive vocal compositions that were often inadequate and incorrect (F. Niecks 7). During the second and third quarter of this century, the descriptive vocal pieces of Clement Jannequin emerged. These were La Guerre or La Bataille (War), La Chasse du Livre (The Chase), Le Chant des Oiseaux (the Imitation of Animal Voices), and L'Alouette (Bird Voices) (F. Niecks 7). Battle pieces became the primary favorite then. A... The researcher of this essay states that since the ancient times, music has been used to mimic the sounds of life and nature, real or imagined. As musicians wanted to build a bridge between literature and music, various sounds from animals and nature like tweets, cuckoos, toots, shrieks, cries, horns blowing, hiccups, roars, rain pouring, wind blowing and the like are being used to form a coherent musical composition that conveys a story or a plot. This form of music has been existent since the ancient times, yet it was the Hungarian composer Franz Liszt who actually coined the term â€Å"programme music† in the mid 19th century, a time when Romantic music was very pravalent. For the purpose of discussion, programme music may be defined as instrumental music that attempts to convey a story or arouse mental images without the use of words. Liszt calls composers of programme music as â€Å"poetizing symphonsts†. Furthermore, he also strived to be able to distinguish the p rogramme and its object. He claims that â€Å"the programme has no other object than to indicate preparatively the spiritual moments which impelled the composer to create his work, the thoughts which he endeavoured to incorporate in it. Given the examples of the composers and their works, that were mentioned in the essay, it is hence apparent how experimentation in the genre of programme music was important. It was indeed a risk for these composers to hence pattern the form of their composition to a certain programme they have pictured in their minds.

Binge Drinking in College Research Paper Example | Topics and Well Written Essays - 2750 words

Binge Drinking in College - Research Paper Example Dasgupta (80) reports that binge drinking is very common among the youth in modern societies. Studies have shown that large numbers of students in colleges and universities consume alcohol heavily. For example, Harvard School of Public Health College Alcohol conducted a research in which they studied the rate of drinking among students in colleges and universities within a period of four years in 1993, 1997 and 1999 in America. The researchers selected full-time students randomly and issued them with questionnaires to fill. During each of the three periods of study, 15,000 students responded to the questionnaire. After the results were compiled, they found that out of five students in a college, two of them were binge drinkers. Also, they established that one student out of five in a college is a frequent binge drinker who engages in binge drinking three or more times within a period of fourteen days. According to the study, the rate of alcohol consumption kept on increasing year aft er year. Binge drinking among students in college and universities is a matter of national concern because its effects are detrimental to the development of a country. The government should try to minimize the problem because it not only affects an individual, but also the welfare of the society as a whole. Although, all age groups consume alcohol, studies have shown that youths aged between 18 and 24 years show the highest rate and are, therefore, at a high risk of facing problems associated with heavy drinking.

Mike Tyson Research Paper Example | Topics and Well Written Essays - 1000 words

Mike Tyson - Research Paper Example He lived in the Bedford-Stuveyesant district of Brooklyn but his family experienced tremendous hardship in this area which eventuated a move to the Brownsville region. Tyson was a poor student and struggled in his daily life. This was only compounded by the death of his mother when Tyson was sixteen years old. This event had a tremendous impact on Tysons personal and professional life and it eventually led to his involvement in boxing. He would later say, â€Å""I never saw my mother happy with me and proud of me for doing something: She only knew me as being a wild kid running the streets, coming home with new clothes that she knew I didnt pay for. I never got a chance to talk to her or know about her. Professionally, it has no effect, but its crushing emotionally and personally" (Heller, pg. 79). During this period Tyson became involved with boxing trainer Cus DAmato who would work with Tyson and hone his boxing skills in the amateur ranks. This relationship would come to be a str ong bond that would result in DAmato becoming Tysons eventual legal guardian. Its also been argued that later in life the loss of DAmato would have a tremendous adverse impact on Tysons direction and professional career. After the death of Tysons mother he became increasingly involved with juvenile delinquency and fighting. Its been noted by a number of researchers that Tysons first fight was with another individual who had killed one of his prized birds (OConnor). This juxtaposition of Tysons ferocious side with an almost childlike and sensitive innocence have become a recurrent narrative throughout Tysons life. Tyson also experienced a great amount of conflict that is related to the rather unique, high-pitched voice, as children would oftentimes tease him resulting in furthered shows of aggression. Eventually Tyson was sent to the Tryon School for Boys juvenile detention center, where he was discovered by a former boxer that would

The Stages of Development That Led to the Final Form of the Five Books of the Pentateuch Essay Example for Free

The Stages of Development That Led to the Final Form of the Five Books of the Pentateuch Essay The ‘Documentary Hypothesis’ states that the Pentateuch is a series of parallel narrative documents that have been composed and edited together by various people over different centuries in time. Some scholars believe that the composition of the Pentateuch was complex with numerous changes and later additions. The stages of development that led to the final form of the five books of the Pentateuch , i. e. the oral, written and editing stages, was interpreted by various people over a period of centuries. Prior to any written documentation, it is assumed that stories and traditions would have been retold orally. Even during the time from Abraham onwards (1750 B. C. E) when writing was in existence, it was only used by professionals in the service of rulers and temples, as the majority of the population could not read or write. This meant the stories of the Hebrews were still relayed orally through stories, poems and songs. This gave rise to embellishment and certain inaccuracies as the stories passed from one person to another and between generations. Many of the stories were told as a means of entertainment to larger gatherings and by parents to children. Over a long period of time these oral stories or traditions were brought together as collections and, in time, became the source for written material. The Pentateuch was probably contributed to by four sources commencing in the latter half of the tenth century B. C. E. They were the Yahwistic source (J), in the ninth century Elohistic source (E), the seventh century B.  C. E Deuteronomist source (D), and the Priestly source (P) in the late sixth century B. C. E. As is evident, bringing the oral traditions into a written form was a complex and lengthy process spanning several centuries and calling upon different traditions, stories, narratives and laws, each with their own particular perspectives. Nevertheless, they did eventually all come together to form the Pentateuch which would have been edited by redactors in several stages over time. Given the lengthy process in reducing the oral traditions to written form, it is clear that there were various versions of stories which underwent continued augmentation or shortening. The process was therefore far from scientific thus giving rise to a significant amount of poetic license on the part of the editor. This led to inconsistencies and contradictions. It was indeed not until the Hebrew Bible was canonised in the first century A. D that a select version of each book was formally adopted and standardised.

Pizza Hut Market Analysis

Pizza Hut Market Analysis SWOT Analysis of Pizza Hut (S)trengths 1. Pizza Hut is a welcomed fast food brand in the UK. In a survey, Pizza Huts ranked No.4 in the Most loved list of eating out in UK (Marketing Online 2008). 2. Pizza Hut already uses the online ordering service successfully. Among the Unique audience ranking of Pizza Brand Site, Pizza Hut took the No.1, 515,000, which exceeded Dominos 365,000 (Luan, 2009) (W)eaknesses 1. Fault management decision. Pizza Huts rebranding of some of its outlets as Pasta Hut has generated consumer discussion, but it is a stunt that is unlikely to produce long-term growth for the brand'(Schrezenmaier 2008). (O)pportunities 1. Nutritional food. Restaurant chain Pizza Hut has confirmed that it will become one of the first foodservice operators in the UK to offer nutritional information on its menus as part of new voluntary initiative.'(Market Watch: Global Round-up online 2009). 2. ATM activity. Pizza Hut is launching an advertising campaign using cash machines to promote the launch of its fixed-price Happy Hour menu (Marketing Online 2009). (T)hreats 1. Dominos Price. Dominos has always priced its pizzas at a premium compared with those of Pizza Huts delivery service and independent rivals (Marketing online 2008). 2. Fat Concern. Pizza Hut listed its Mediterranean Deluxe cheesy bites pizza contends 4.392 calories. It keeps you going far about two days-daily intake should be 2,500 for men and 2.000 for women (Director online 2009). Pizza Huts Current Communication Mix 1) Sales promotion One of Pizza Huts more recent sales promotions is its Happy Hour menu. The Happy Hour menu provides consumers the choice not only pizza, but also pasta, salad and plus garlic bread and a drink. Pizza Hut promoted this menu at a  £4 fixed price. Pizza Hut premiered this promotion using an ATM advertising campaign. The purpose of this campaign is to hopefully increase visits by customers to Pizza and was cleverly timed to premier around pay-day for most of the working public. 2) Sponsorship Pizza Hut possesses a wide sponsorship in different and variety areas from past until now. For instance, the notable sponsorship of Pizza Hut is as a part of PepsiCos. There has also been partnerships with Formula one, Euro 96 and was a sponsor of the Newcastle Vipers ice hockey team from 2007/08 EIHL season. Nowadays, Pizza Hut is proud to sponsor National Family Week. This is the biggest official celebration of families and Pizza Hut is a gold sponsor of such an exciting new initiative backed by the largest coalition of family in the UK. (The Greenwich Gazette, 2009) Therefore due to the association with such reputable brands, sponsorship is a very useful method of marketing for Pizza Hut and has helped communicate the image of Pizza Hut to its target audience. 3) E-marketing The internet communication of Pizza Hut plays an important role for customers. Pizza Hut also has used social networking sites such as Facebook and Twitter to create E-marketing. Facebook users can join a Pizza Hut group and receive information of any promotions. This new form of marketing is Pizza Hut adapting to new technology and understanding there are a lucrative options for marketing this way. The target audience that use social networking sites most profoundly Generation X and this creates a parallel to a large proportion of Pizza Huts target audience. 4) Branding In 2008 Pizza Hut rebranded its UK business to Pasta Hut. The expenditure of this rebranding cost  £100M (Marketing Week, 2008) as it refurbished many restaurants and also created new outlets. The change of the brands name could be seen as a trial exercise to promote and test the markets acceptability of the new name. It has been noted however that most of people still prefer the previous name Pizza Hut and found the rebranding of Pasta Hut stale and uninteresting. Objectives Objective 1: To introduce a healthy alternative within the pizza market. A motivational conflict arises for many people when thinking of going to Pizza Hut. Pizza Hut is seen by many people as a fast food restaurant and fast food restaurants are associated with unhealthy food and therefore obesity. This consciousness has become more apparent especially after such documentaries as Super Size Me in which Morgan Spurlock carries out a task in which for a whole 30 days he cant eat or drink anything that isnt on McDonalds menu (IMDB, 2009) This is why Pizza Hut needs to be more aware of looking after its customers health and to give a healthier option for the more diet conscious customers. Therefore the proposal is a selection of pizzas in which you get one of your five a day, these pizzas will also use low fat and low salt. There will also be an option to have wholemeal pizza base to help increase customers fibre content. Pizza Hut has already reduced their salt content in there pizzas; in some cases by as much as 30% (InfoFrancise, 2009), in the last 3 months and since 2007 removed hydrogenated vegetable oils from all its food items, but it is viewed that there is limited awareness of this option for consumers. Objective 2: To ensure that Pizza hut has a healthy alternative in their main product to react to competitors healthy versions. Although Pizza Hut has options of salad and healthy pastas, to compete with competitors there must be a healthy and interesting alternative for more health conscious people. This can be seen in fast food alternatives such as Subway in which there are 12 low fat options all under 6 grams of fat. Dominos, a main competitor of Pizza Hut have an option of reduced fat cheese in which it states 100% great taste, 33% less fat. Therefore to compete effectively with competitors such as Dominos, Pizza Hut needs to produce a campaign that offers a healthy range and then communicate this to their customers. One of the main customer bases are parents either looking for more sophisticated and healthier options for themselves when taking their children to Pizza Hut or for the health conscious parents who are worried about their children eating fast food, this campaign needs to party be aimed at them. Objective 3: To create a new image of Pizza Hut as a restaurant chain that cares and wants to keep its customers healthy. The image of Pizza Hut such as many other fast food restaurants to much of the public is associated with food that has high contents of fat and salt. As the rate of adult obesity is 23%, almost twice the level in France (The Daily Mail, 2009) and also by far the worst rate in Europe, much focus by the government has been put on campaigns to bring attention to this worrying statistic and assist the public with information on how to keep healthy. Therefore Pizza Hut has decided to bring out a new campaign and also through this, a new image of a restaurant that understands the growing issue of obesity and wants to provide and encourage its customers to choose healthy options when visiting Pizza Hut. Hopefully also this campaign should encourage a new customer base of customers due to becoming more health conscious have not visited Pizza Hut as frequently. It is also aimed to encourage existing customers to visit more frequently by relinquishing the guilt of eating food with a high calorific count. Marketing Strategy Pull strategy The healthy eating campaign is directed at end user customers in order to generate increased level of awareness, change and/or reinforce attitudes, reduce risk, encourage involvement and ultimately provoke a motivation within the target group. The campaign hopes to create a motivation for the consumer to therefore stimulate action within the target audience. The consumer expects the offer to be available to them when they decide to enquire, experiment or make a repeat purchase (Fill, 2009). The pull strategy requires the brand to allocate a large proportion of funds to advertising, this is especially so when using mass media and sales promotion. Pizza Hut aims at attaining the objectives of the pull strategy by using television and internet advertising. These advertising forms are seen as very credible examples of mass media as they have the ability for mass penetration which in turn reduces the unit cost of the advertising. This above-the-line communication is accentuated by the use of sales promotions which is a below-the-line communication. Sales promotion which is another aspect of the pull strategy, its aimed at creating a demand for the product in the consumers psyche, this creation of a want/need increases the likelihood of a purchase. The Marketing Communications Mix To ensure that our message manages to reach as much of the target audience as possible we have chosen to use the following communication approach. This approach uses a combination of advertising using two media forms, the internet and television. In accordance with the advertising, sales promotions and public relations will be carried out to hopefully guarantee the success of the campaign. Television The creation of television provided a new opportunity for widespread effective advertising. When viewing advertisements the public assesses what the advert conveys and how it conveys this message. This causes the public to evaluate aspects such as presentation, creative appeal as well as of course the message. Therefore due to impact that this powerful audio-visual tool can have on the audience, it is imperative that much consideration is given to the impression that is portrayed. One major benefit of television advertising is that it has a very high level of penetration. Statistics have shown that in the United Kingdom on average the public watches television for 28 hours per person per week (Nationmaster, 2009). This therefore provides a lucrative possibility for many corporations. Due to the audio-visual possibilities that television advertising provides it gives the advertisers an opportunity to utilize the creative potential and fully portray the message desired which consequently helps the brand to achieve its aspired goals. For the television advertisement, a brand such as Pizza Hut should produce adverts that are creative and entertaining but also ensures that the core message is clearly communicated. The advertisement must be appealing to keep the attention of the audience to hopefully limit the effect that surrounding noise and distractions may have. There is a tendency of many consumers to directly link the credibility of a brand with the credibility of the medium, and television advertising is perceived as a highly credible source to most audiences. Therefore the credibility of the Pizza Hut campaign has high chances of being enhanced if it associated with TV adverts. The television advertisement for the new campaign needs to be positively engaging on the emotional and psychological grounds. Our basic aim is to implement the pull strategy to create a demand for this new product category via the mass media. The target audience for the pizza hut campaign is the health conscious segment, but health consciousness is reflected in varied shades for different individuals, and this consideration is depicted in the television advertisement. The advertisement shows an ordinary British family consisting of a mother, a father and two teenagers; a son and a daughter. They are discussing what to have for dinner at the dining table. One option that is discussed is pizza, and it shows the four different perspectives of having pizza for dinner. The mothers standpoint is that pizza wouldnt be suitable as it is unhealthy and lacks proper nutrients for the family, while the daughters perspective is that she would have motivational conflicts due to the high calorie count and the diet she has been carrying out, the son also may have a similar negative perspective due an extensive work-out schedule that he has been keeping to and doesnt want to ruin and that father may be worried about blood pressure and cho lesterol that are common with his age and therefore the consensus is not to order a pizza even though everyone would enjoy the experience. A pizza base appears magically on their table and tops itself up with all the healthy ingredients like vegetables/grilled lean whit meat/low fat cheese etc, which adds to the health quotient of a pizza. The advert now describes the complete new range of healthy Pizzas from Pizza Hut. This advertisement aims to appeal to its audiences through an emotional stance. Understanding a mothers basic instinct to ensure the family keeps healthy, understanding many teenagers insecurities as well as understanding the worries about health for the majority of the aging population. The psychological perspective of this advert would be that people are enjoying a pizza without experiencing cognitive dissonance. The advert would have a strong visual appeal to create the sense that it would be delicious and full of flavour, this would be carried out with visually appealing colours of the topping as well as the surrounding background of the advert. The slogan used for this advert is Pizzas Just Got Healthier. This is a clear, strong slogan and it also communicates the core idea of the whole advertising campaign in lucid, simple language which is easily retained by consumers. The slogan also is able to depict an image of the brand which cares about its customers health through an product innovation. The sales promotion that is integrated into the campaign will be shown at the end of the advert with a change in the tonal quality of the speaker, this is aimed at getting the audience to pay attention at the moment when the majority of the information is relayed. Refer to Appendix A for story board. The last but not the least the advert would be following the Association Guideline within C4S Golden Guidelines; the television advertisement will be aired throughout a entertainment/comedy section, throughout the time period of 6pm to 8 pm. This time period would be a high reach period as it after school and work when more members of the family are at home. It would be most viable to relate the advert to the shared territory and common targeting aspect of the Association Guidelines. Internet Advertising The internet is described by many as a one of the most important inventions of the century. It has been a part of a major revolution in technological development worldwide. With the advent of web based advertising in 1994, it has become an extremely convenient method for many brands to reach to the greater masses at a relatively lower cost in comparison to traditional media. The current generation is highly dependent on the internet, and therefore advertising online in the form of banner ads, button ads, pop ups are the smart and viable options for many reputed brands. Potter (1994) estimates that web based marketing results in ten times the units sold at one tenth of the advertising budget, and thats one of the most important reasons to opt for an online advert. An added bonus also is that consumers have the option of watching the advert as many times as they wish and so are able to obtain all the information that the advert provides. The new Pizza Hut campaign focuses mainly on giving healthier alternatives when visiting Pizza Hut, mainly in the forms Healthy Pizzas. This should be highlighted clearly to the audience as this should create an interest that may cause possible customers to acquire more information about the campaign. Another rationale for using web based advertising is the higher chance of an instantaneous purchase, as long as there is a option of purchasing the product or service. This impulse purchase effect will occur especially with food producers such as Pizza Hut, as it satisfies a physiological need in Maslows hierarchy of needs. To hopefully ensure a purchase it would be advisable for Pizza Hut to have an option of Order Now and a link to the website. Public Relations Harris (1998) indicates the purpose of marketing PR is to gain awareness, stimulate sales, facilitate communication, and build relationships between consumers and companies and brands. This opportunity is an interesting prospect for Pizza Hut and alongside advertising may enable the campaign to reach more of the target audience. Pizza Hut can use its public relations agency to promote its products, services as well as its corporate identity. This is especially useful as the campaign is aiming for an image change, public relations will help communicate this change to many different groups of stakeholders. Corporate public relations is responsible for establishing understanding and trust with individuals who have a potential or actual interest in the organisation, (Kitchen, 1997). According to Gruning (1992), corporate PR is the management of communication between an organisation and its publics. These may include health organisations, local businesses, local education authorities and potential customers along with many more groups. Pizza Hut can use and associate the high credibility attached to this form of communication. (Fill et al, 2005) to create credibility and maintain the credibility of the brand. In order for Pizza Hut to be effective when carrying out its public relations, it will introduce newsletters informing the previously mentioned groups of what they are trying to do in its new health campaign. Pizza Hut could also evaluate the effectiveness of its public relations by offering readers the chance to comment on the company and any articles through the feedback form at the back of the newsletter. Pizza Hut has decided to put together an article with a major newspaper publisher about obesity levels and the new Pizza Hut healthy campaign. Public relations are often important at more of a corporate level and without this option Pizza Hut would struggle to be seen as a major food outlet. This can be seen as a form of publicity. Pizza Hut should also conduct a certain amount of public relations to its internal stakeholders such as staff and external stakeholders. Internally the employee magazine should be used and these cues should develop images and perceptions (Fill, 2005) in the mind of the stakeholders, internally as well as externally. Therefore the ability for public relations to reach a medium size audience and also portray a credible image indicates that Pizza Hut should be using PR as one of its communication tools. It must not be ignored however that public relations is more effective when integrated with other communication tools. By combining such tools as advertising with public relations it is possible to gain full national coverage something that would not necessarily be possible with other communication tools. Sales Promotions The institute of sales promotion (2004) defines sales promotion as a planned and implemented activity that both enhances product or service appeal and changes customer behaviour positively in return for an additional benefit for purchase or participation. (Yeshin, 2006) According to Yeshin (2006) sales promotion can function on three levels by communicating, catching the customers attention at the point of purchase'(Yeshin, 2006) as well as providing extra information that may influence the purchase decision. Sales promotions can also provide an incentive by offering some form of direct inducement, either immediate or delayed, which changed the perceptual base of the purchasing decision. (Yeshin, 2006) Sales promotions can also advance the purchasing decision and invite the consumer to engage in an immediate transaction. (Yeshin, 2006) Therefore there is a strong rationale for using sales promotions in the new Pizza Hut campaign. The ability to create a product trial and sampling is necessary aspect for the success of the campaign. Once attracting customers to try the new healthier pizza range, this hopefully will encourage repeat purchases and create a loyalty to the brand. Through this loyalty there will hopefully be an increase in frequency of purchase as well as different usage. The sales promotions that Pizza Hut are planning on integrating into the campaign are such as a grouping with Innocent Smoothies. Innocent Smoothies is a good association with this campaign as it is a well known smoothie brand which is related heavily with being healthy and prides itself on only using 100% natural, healthy renewable ingredients. (Innocent Drinks, 2009) have also already had success with the health conscious target audience already and so will create added value in the mind of this audience. The promotion that Pizza Hut is running is a Meal Deal in which a choice of healthy pizzas accompanied with either an innocent smoothie or a side salad. This Meal Deal will be set at  £4.99. Through these promotions there will hopefully be an increase in market share due to brand switching. A pull strategy will occur in which consumer decides to choose Pizza Hut over competing brands. Unlike some other tools of marketing communication, which work over a longer term, sales promotion produces rapid results and return on investment is often substantial. However it will be used along side with other marketing communication tools for this campaign so as to bring about an integrated marketing communication approach. Scheduling and Implementation All the creatives for the campaign will be carried out via an agency used by Pizza Hut on previous successful campaigns. As commented on the agencies website regarding the results of one of their campaigns. The following year Pizza Hut UK reported their best-ever financial results and achieved the goals in their five-year plan a year early (Cchange, 2009) Media Planning essentially means the process of establishing the exact media vehicles to be used for advertising. (Entrepreneur, 2009) After having defined our specific target group which is the Health Conscious customers, and using a pull strategy, the media planning would automatically be done for the mass media, and TV and web based advertising have been chosen based on their wider reach at a relatively lower cost. The media planning has been done keeping in mind the following aspects:- Reach. Shown as a percentage, reach is the number of individuals (or homes) the product is aimed to be exposed to through specific media scheduled over a given period of time. (Entrepreneur, 2009) Frequency. Using specific media, on average how many times an audience be exposed to the advertising message? It takes an average of three or more exposures to an advertising message before consumers take action. (Entrepreneur, 2009) Cost per point. Whats the cost of buying one rating point for the target audience; which equals one percent of target audience, its a method used in comparing broadcast media. Impact. Does the medium used create opportunities when appealing to the senses, such as sight and hearing, in its design and production? Selectivity. To what extent can the message be limited to the people who are known to be the most realistic prospects. The distribution in this case is direct B2C as the pull strategy is used extensively which aims at minimizing the distribution channels. Both the TV and web adverts will be aired January to August, and this timescale is chosen to synergize the idea of healthy pizzas with people trying to be on a diet and lose weight during the summer when the public is more inclined to exposing themselves to d summer sun, and a fit body is an added advantage to that. Resources Budgeting The below table indicates the budget used during the previous years and hence the marketing campaigns will be based around these figures. Leading pizza restaurants and takeaway chains have increased their spend over the past few years. (Mintel, 2009). Therefore as this will be Pizza Huts biggest campaign of 2010 a sizable budget will be assigned. This will be set at between 15-20% of their annual marketing spend assigned to this new healthy pizza campaign. The campaigns will be targeted from January to August. The reasoning behind this is as the New Year is a time when people are beginning to make resolutions about their diet. The lead up to the holiday season summer should also be heavily targeted as many people will want to get in shape for their holidays and gain the perfect body. PR The PR agency will be held by Pizza Hut on a retainer basis of  £2,000 a month. The benefit for Pizza Hut is that most agencies will sacrifice some time recovery for the sake of certainty, so the client will always get better value through paying a regular fixed amount. (B2bm, 2009) TV TV adverts cost have been calculated on the following basis. In general TV adverts are bought on a cost per thousand viewer basis, most channels offer discounts on ITVs standard price of  £5.69* per thousand viewers. (TV Advertising, 2009) Since the advertisements will be carried out during peak evening and afternoon times when the family are together a higher rating will be achieved as a result a high budget has been set for this. As commented by where on the earth group the average budget for producing a 30 second commercial in the UK is around  £140,000 (Ehereontheearthgroup, 2009). Hence this is the budget set for the creative of the TV advert. On-Line Advertising. The banner advertising budget will be based on the fact that a banner ad on Yahoo! would cost you anywhere between $2,000 to $5,000 per month. (Benchmark communications, 2009). In pounds that is roughly 1,500- 3500 a month. As other companies such as MSN will be used a sizable budget will be used every month. Pop up ads will be budgeted in a similar manner to this. The micro site development costs will be based up the design of the site and hosting by an agency including having SEO developed within the site. Sales promotions The main cost associated with these will be creative and done by the agency with the main cost be associated with printing of the sales promotion materials such as leaflets and inserts into the menus. As this is to be done nationwide the costs are expectedly high. Evaluation and Control Evaluation is important for two reasons. Firstly, as marketing becomes more important to management, performance of these campaigns increasingly affect remuneration. (Les Binet, 2005) Secondly, what you measure influences what you do. If you evaluate things correctly, then you are able to increase profits by ensuring marketing funds are spent sensibly. If you evaluate things inaccurately there is a risk you marketing priorities will be distorted and funds assigned incorrectly. (Les Binet, 2005) This campaign will be evaluated using the measuring techniques below: Recall and recognition:-In order to check the awareness level the target audience have about the advert the recall test will be used to check how many times viewers spontaneously remember the advert and how well they are able to recognised it when taken away and brought back Sales- The level of sales generated during this campaign will be compared to previous sales, this will help when evaluating the impact of the sales promotion and advertising on the target audience. Web site tracking: There will also be a comparison of traffic on the website before and after the campaign. Online advertising: The click through rate that is the percentage of viewers who click on a banner advert would also be tracked. References De Avila, J. (2008). Home Family Shopping Around / Healthier Pizzas. Wall Street Journal. D.2. Potter,E. (1994). Commercialization of the World Wide Web. Well Topic in the Internet Conference on Well. Fill, C (2005). Marketing strategies and concepts engagements, strategies and practice. 4th ed. Pearsons Education Ltd. p36 793. Gruning, J (1992). Excellence in Public Relations and Communications Management. New Jearsy: Lawrence Erlbaum. P18 307 Hackley, C (2005). Advertising and promotion communicating brands. Sage Publications. p25 209. Harris, T (1998). Value Added Public Relations. Chicargo: Business Book. p 14 199. Kitchen, P (1997). Relations Principles and Practice. London: Thomson Business. p22 178. B2BM (2009). Agency remuneration revisited. Available: http://www.b2bm.biz/features/?groupId=13225articleId=24367. Last accessed on 4th December 2009. Benchmark communications. (2009). Available: http://www.bmcommunications.com/int_ad.htm. Last accessed 4th December 2009. CChange. (2005). How We Help. Available: http://www.cchange.co.uk/. Last accessed 1st December 2009. Director. (2009). 10 THINGS we discovered last month. Available: http://0-search.ebscohost.com.wam.leeds.ac.uk/login.aspx?direct=truedb=buhAN=39349129site=bsi-live). Last accessed 30 November 2009 Entrepreneur. (2009). Media Planning. Available: http://www.entrepreneur.com/encyclopedia/term/82454.html. Last accessed 1st December 2009. Greenwich Gazzette. (2009). Pizza Hut is proud to sponsor National Family Week the biggest offcial celebration of families. Available: http://thegreenwichgazette.blogspot.com/2009/05/pizza-hut-is-proud-to-sponsor-national.html. Last accessed 2th December 2009. IMDb. (2004). Plot Summary for Super Size Me. Available: http://www.imdb.com/title/tt0390521/plotsummary. Last accessed 5th December 2009. Info Franchise. (2008). New healthy menus at Pizza Huts. Available: http://www.infofranchise.co.uk/detail.cfm?IdNotizia=11136IdSezione=3strKey=en. Last accessed 4th December 2009. Innocent. (2009). Keeping things natural. Available: http://www.innocentdrinks.co.uk/us/ethics/keeping_natural/. Last accessed 29th November 2009. Jack, L. (2008). Pizza Hut rebrands to Pasta Hut . Available: http://www.marketingweek.co.uk/in-depth-analysis/pizza-hut-rebrands-to-pasta-hut/2062734.article. Last accessed 4th December 2009. Luan, G. (2009). Pizza Hut claims boom in sales over Christmas places it top of online food chain. New Media Age. Available: http://0-search.ebscohost.com.wam.leeds.ac.uk/login.aspx?direct=truedb=buhAN=36560617site=bsi-live Last accessed 2nd December 2009. Martin, D. (2009). Britain sickest country in Europe with worst rates of obesity and teenage pregnancy. Available: http://www.dailymail.co.uk/health/article-1129964/Britain-sickest-country-Europe-worst-rates-obesity-teenage-pregnancy.html. Last accessed 27th November 2009. Marketing. (2008). Dominos breaks menu price vow. Marketing. Available: http://0-search.ebscohost.com.wam.leeds.ac.uk/login.aspx?direct=truedb=buhAN=32135052site=bsi-live . Last accessed 30th November 2009. Marketing. (2008). Eating out. Marketing. Available: http://0-search.ebscohost.com.wam.leeds.ac.uk/login.aspx?direct=truedb=buhAN=32135123site=bsi-live. Last Accessed 2nd December 2009. Marketing. (2009). Pizza Hut in ATM activity. Marketing. Available: http://0-search.ebscohost.com.wam.leeds.ac.uk/login.aspx?direct=truedb=buhAN=36441379site=bsi-live). Last accessed 2nd December 2009. Market Watch. (2009). Pizza Hut: nutrition on the menu Food. Market Watch: Global Round-up. Available: http://0search.ebscohost.com.wam.leeds.ac.uk/login.aspx?direct=truedb=buhAN=36888427site=bsi-live. Last accessed 2nd December 2009. Mintel. (2009). Pizza-UK 2009. Available: ht

Unilever International Strategy Analysis

Unilever International Strategy Analysis 1. Introduction 2.2 The main factors influencing the market strategies 2.2.1 The influence from macro environmental factors on strategy selection Environmental factors have influences on strategy selection (Johnson and Scholes, 2002). Such factors refer to the aspects of politics, economy, society and technology. PEST analysis can be used to discover the possible tendency in external environment which may finally determine the strategy a company adopts. A multi-national company may pay special attention to the relationships between governments and the future policies a government may adopt due to the influences of political factors. The MNC may also care about the changes of labor cost and exchange rate influenced by economic factors (Johnson and Scholes, 2002). With PEST analysis a connection is established between the general environment and strategy selection. Therefore, the weak and implicit signals hidden in the general environment become critical factors explaining the changes of strategies (Henry, 2008). 2.2.2 The influence from micro environment factors on strategy selection The macro environment affects all firms while micro environment affects the films only in particular industries. This comprises very loosely the internalities of the organization: that is, the forces over which the organization has some control, or perhaps influence is a better way of describing the level of power the organization possesses (Jon, Peter, Patrick 2004). Micro environment factors include consumers, employees, suppliers, shareholders, media and competitors. One classic model that looks at the structure of an industry is Michael Porters Five Forces model (Malcolm and Dennis 2002). The challenge facing the firm is how to reach market and serve it efficiently and a socially responsible scale (Vincent 2008). 2.2.3 The ways of core competence affecting strategy selection Starting inside an enterprise, core competency or resource-based views mainly concentrate on evaluating what special abilities an enterprise has in adapting to the business environment and acquiring the best market opportunities to exploit (Brain, 2003). Carpenter (2007) proposes that as the center of a company operating its business, core competence concerns the abilities that can be commonly applied by enterprises in their principal businesses and helps them create innovative products and services. Core competence can become the basis of establishing new strategies, and help a company to break down the old rules and create opportunities in new areas (Joyce and Woods, 2001). 2.2.4 International strategy The enormous variety of operations embraces by the term multinational has led some writers to distinguish between for key strategies when competing in the international business environment: a global strategy, a transnational strategy, a multidomestic strategy and an international strategy (Wall and Rees, 2004). A major limitation is its lack of localized strategy. It can be contrasted with the multinational model. Often called a multidomestic model, it is a decentralized federation (Bartlett and Ghoshal, 1998:56). National subsidiaries are managed as independent units, able to adapt strategy to local conditions. Co-ordination from the centre is limited, and based on personal relationships between managers from the centre and those in subsidiary units, rather than on formal management systems (Morrison, 2009). 3. Macro and Micro Environment for Unilever According to Stonehouse and al (2004: 142) the macro environment is the part of the environment over which the business can rarely exert any direct influence but to which it must respond. To analyse Unilevers external environment critically, the basic method is PESTEL, which focuses on the change in terms of politics, economy, society, technology, environment and laws. The main factors that influence Unilevers macro environment are economy and society. For economic factor, new emerging market is developing rapidly, such as India which stands for $300 million every year. According to the economic situation, the whole world is undergoing a revolution in the history. The economic power has transferred from developed countries to China and other emerging market. With market reform, the speed of development in new emerging economies is much faster than that of developed countries. And this discrepancy is more easily to be found. Because of such specific market, political aspect also should be taken into account. In some countries where increasing GDP and rate of employment is everything, like South Africa, negotiation and special treatment from government will become good advantages for companies. Obviously, Unilever has done well in capitalizing this advantages into growth. In India, besides retail market in cities, Unilever also shows great interest in rural market, which is often ignored by other enterprises. The company has invested much in rural population who are the biggest potential consumers in the future though rank lowest now in global economy. Unilever has given fully play to opportune time, advantageous terrain an popular support of its subsidiary Hindustan lever ltd, exploiting rural retail market in-depth and finally gained a national vision in India. Whats more, the economic factor in macro environment not only refers to the domestic economy. Global economy situation also influenced its development a lot. The economic crisis in 2008 has affected almost every nation, every industry in the world. So does Unilever. Take Chinese market for an example, in recent 30 years, particularly in recent ten years, the GDP has grew with an increase never under 10%, but in 2008 after September, the number dropped to 9.5%, lower than that of the second quarter. For political factor, similarly, lets hold Chinese market as the example. When Unilever enter Chinese market at first, it can only establish joint venture on the ground of the restricted policies at that time. The company set up Shanghai Lever Ltd with local enterprises in 1986. However, both party had divergence on development strategies and the joint venture structure leaded to decreased management efficiency. In 1999, Unilever gave up joining investment with local enterprises and turn to co-operate with its headquarter, building up Unilever Ltd, China. This change has greatly enforced the companys control over business in China. Besides economy and politics, social factor also affect Unilever. Since the late 1990s, Unilever has confronted a awkward situation in China. As Unilever pursue the multi brand strategy, only 14% Chinese knew what Unilever is at that time. But its competitor, Nestle and PG has already gained well public awareness. Thus the company started marketing with social responsibility. Unilever Hope Star project is then designed to help 200 impoverished students for their university with financial assistance. The then president of Unilever also flied to Chongqing to meet with the first 25 students. In addition, it invested hundreds of Hope School in many parts of China. All these efficient public-service activities has increased Unilevers reputation and fostered a positive corporate image. Micro environment includes suppliers, distributors, customers, competitors and publics. As to Unilever, among them the most important one is distributors and competitors weigh much as well. Traditionally, Unilever is a multidivisional organization. Its subsidiaries in every nation take in charge of all the products in local market. But after middle 1990s, this form was longer accustomed to the dynamic marketing environment. In 1996, Unilever decided to let many divisional departments of business group focus on certain specific products. For instance, in European business group, some departments stressed on detergent business, while some focus on ice-cream or frozen food. For the competitors, PG, undoubtedly, is Unilevers closest one. There are fierce rivalries between two companies in many fields like hair product. PG has introduced Head-shoulders, REJOICE and PANTENE successively, known as professional anti-scurf, smooth hair and conditioning hair shampoos. Thus, Unilever has launched a new brand CLREAR in order to cover its shortage in anti-handcuff market. This has been not a small impact on PG. 3. Industry globalisation / localisation drivers and Key factors for success 3.1 The globalization / localization of Unilever With the development of interweaved economy, Unilever began to modify its management strategies since 1990s, concentrating on its advantageous products and brands. At the same time, Unilever pays great attention to combining globalisation with localisation. It will develop its new products ingredients, formulas and even advertisement and package according to the diversified habit and expectations of consumers in different regions. For example, if the home office decides to launch a new brand of ice-cream, a united formula, ingredient list, manufacturing technology, package and advertisement will be offered globally. But it also changes the basic product slightly, like adding or reducing ingredients, so that the ice-cream can satisfy the different tastes of consumers. The producer may add more cocoa in southern Asia while reduce sweetness in China. And in different area, the local language will appear on the package, the local star will show on advertisement. However, the manufacturing technology, logo and quality standard is single. Local sales office or research institutions have no right to control or change. They can put forward suggestions but cannot make decisions. If the company wants to introduce cosmetics, a unique local condition is unavoidable to consider. Which type of skin do they belong? Are their skins sensitive? What is the color of their color? Producers should change the formula or ingredients based on these questions. Otherwise the product will find no market and damage the producers reputations. 3.2 The key point for the success of Unilever The key point for the success of Unilever mainly consists of two part: 1, promoting brand value; 2, establishing Competency Model 3.2.1 Not to create but to buy it As analysed, in order to create a new brand, only media investment can reach at least $200 billion. If a company is going to enter a total new market or a foreign market, the cost of expanding brand publicity will be much more expensive, let alone the existed threats from other powers in the original market. In this case, many enterprises will choose to promote brand value through use of capital. Unilever is one of the representatives. Unilever owns more 400 brands around the world but most of them is first purchased from other nations and then popularized to the whole world. Ponds originated from US but were purchased by Unilever, who has developed it as a very famous skin product in the world. Another brand is Zhonghua, which is traditional toothpaste of China. Unilever included it as one of its branches and now Zhonghua has become the top one in Chinese market again. But potential crisis also exist behind success. Since 1996, Unilever has suffered great decline in turnover, while PG still maintains a stable increase on the contrary. In 2004, both Unilever and PG gained a income of nearly $52 billion. The later ones yearly profit reached as much as $6.4 billion, but Unilever only had $2.42 billion. An indispensable reason is just the purchasing strategy although it has pushed Unilever to success. 3.2.2 Set up Competency Model In Unilever, the values of company will tell employees what to do and how to do it. If the employee agrees with the values, he is naturally tended to behave by following it, or to restrict himself with the guidance of the values. If he does not agree, he needs to change himself by acquired learning. And here, a comparatively clear standard or instructions is necessary. Thus, Unilever established the Competency Model, which aids employees to know themselves correctly, to march on improving themselves. If employees quality is increased, so does the working efficiency and achievement. This has brought more profit to Unilever in turn. 4. International Strategy for Unilever and the comparisons between Unilever and PG 4.1 International Strategy for Unilever Unilever was once a typical MNC, but now it has transferred to operate with multinational strategies. In the 1980s, just in Europe, Unilever had altogether 17 major brands of washing products all over the worlds, which is not only a waste of asset, but also causes market overlapping. Moreover, since subsidiaries of Unilever are widely distributed all over the world, it often takes as many as four years for them to promote a new product. Unilever is now trying to integrate its European operations into a single entity, and to the manufacture of detergents emphasizing cost-effectiveness of several plants. Unilever uses standardized packaging and advertising approaches all over Europe. According to the estimation of the company, an annual cost can be saved more than $200 million. But at the same time, because of distribution channels and brand awareness of the country-specific differences, Unilever company recognizes that it still maintains regional adaptation, and even tries to possess the best location in production and marketing to achieve its economic objective. 4.2 To evaluate Unilevers international strategies by comparing it with PG in Chinese market. 4.2.1The brand competition between Unilever and PG What are the reasons that lead to Unilever, the owner of many Chinese native brands, inferior to PG, who only has its own brands, in Chinese market? The strategic reason is acceptable, but more important is reflection on Unilevers marketing mix. In this section, the author will analyse Unilevers strategies by comparing CLEAR and Head Shoulders. Brand strategy In terminal promotion, all related hair products has involved in it. It seems that PG takes more finesse in this competition, no matter for the influence of single brand or the brand fitness. Market basis CLEAR can date back to 1973. The product has been sold in many places such as Europe, Southeast Asia and gained more 100 billion consumers in the world. However, 80% market share is occupied by Head Shoulders in anti-handcuff market. Product mix For the first time CLEAR segments the anti-handcuff market further. It aims at the blind point in market and introduces a new hair product specially for men. Terminal construction CLEAR is a new brand in Chinese market. Though it has a background of Unilever, the public awareness has not been established yet. Contrarily, Head Shoulders has been the leader in this field with many years of cultivation. On the other hand, as Unilever lacks in terminal resources and market basis, CLEARs coverage rate in all kinds of retail terminal is still far behind Head Shoulders. For the reasons, we may find that CLEAR depends two much on marketing segments and advertisement, but ignores the efficiency and performance problem in sales practice. Unilevers awkward position in China mainly results from: Mistaken idea of co-operation In early years, Unilever operates the management strategy as: to co-operate with some native enterprises by using their distribution network and salesmen. This strategy is ok, but Unilever hasnt done well in coordination and management. Among the 12 joint ventures, each of them has its own production line, distribution system and salesmen. Many parts overlap together, thus increase the total cost. Product management defect Chinese market is very broad and complicated. Consumers needs varied from place to place because of the different customs and habits. In order to meet this trend, the producer has to invent some products with some unique features and right market position. But certainly Unilever is inadequate in this part. Compared Unilevers product list with that of PG, we can see that, for the hair product alone, every brand has fulfilled different consumers requirements. These products possess clear market position that attracts large number of consumers. Relatively, Unilever hasnt done enough in this point. 4.3 Unilevers advantageous strategies Yet, the failure in one part doesnt mean the total failure. Unilever also has some distinctive strategies that stimulate the company to advance. 4.3.1 Global brands is important as well as local brands Among Unilevers 400 global brands, most of them is purchased from original countries first and then popularized to the whole world. Unilevers success greatly depends on its deep root in local market and the first-hand data of regional culture. The company will change dynamically to adapt to the local conditions. Global and native brands develop together so that the company will gain maximum benefit. 4.3.2 Marketing channel of distribution strategy Unilevers marketing channel covers almost parts of countries, and its management and insensitive level is high. In this way, the home office can transfer its purpose clearly from level to level. 4.3.3 Market promotion Unilevers advertising designs embody each products characteristics and form an interactive effect. Conveying promotional messages through advertisement has presented the companys positive image. This made Unilever as one of the most successful supplier of everyday use. 5. Core Competences of Unilever Core Competency is a special ability of a company that competitors find extremely difficult or impossible to equal (Wild, Wild, and Han, 2010). As an important component of the companys core competitiveness, brand is closely related to such categories of competitiveness as enterprises culture, core technology, and human resources, etc. Market competition comes from the previous product quality, price, variety and service. Unilever takes the brand strategy as its core competitiveness. Unilever has a rich, mature, multi-brand management experience for a global perspective, it focuses on brand strategy, decreases the number of brands from 2000 to 400, so as to ensure the first-line brand growth. As for localization, Unilever has meanwhile sought in the development of global brands, as well as protection and development of domestic brands. Large international brands integrated into the development process of Unilever have always been of a high priority. 75% of Unilevers sales volume comes from 400 brands in these 2000 ones. 4.6% growth over last year. These brands have a high profit. If they focus on the development of these 400 brands, their business is bound to generate a greater benefit. Compressing the size of Unilever brand is based on the 80/20 rule, that is, the golden rule under which 80% of the companys sales is created from 20% of the merchandises, i.e. 400 brands selected from 2000 ones (Christopher, 2003). 6. Effectiveness of Unilevers strategy and operation Unilever has been the leader in everyday use market. This is undoubtedly successful. Being a multinational company, Unilever has fostered a positive image in new emerging market. Through purchasing native brands, Unilever has enlarged the popularity of its products and the market share. But compared to PG, Unilever leaves much to be desired in recent years. In 2004, the income of Unilever dropped 6% than last year, and the profit dropped as much as 9%. In September of the same year, Unilever issued a profit warning without precedent, saying that the company may not reach the promised profit growth. Companys multinational strategy sounds very attractive as it hold cost and differentiation advantages at the same time. But operating this strategy is quite difficult. The press from local adjusting collides with lower cost to Unilever. Competing with other low-cost enterprises forces Unilever to improve cost reduction. Meanwhile, the different government regulations in the world require Unilever keep changing in response to the local needs. When entering a new market, Unilever prefers to seeking recourses from local environment, which reduce the cost a lot. While for the local adjusting, Unilever tries to close the gap by purchasing native brands. Moreover, localisation is the key strategy, including human resource localisation, capital running localisation, procurement localisation etc. But in the authors opinion, the most significant aspect of localisation is decision-making localisation. The Unilever system is slow in reacting and leads to an inefficient decision-making. This is the key problem that influences Unilevers performance. 7. Conclusion Unilever has developed as one of the leaders in the worlds consumer product brands. The company has carried out many strategies according to factors that influence business strategies. The factors refer to both macro and micro environment. For a multinational company, glolisation and localisation play a vital role in opening new market. Unilever is good at popularizing products by purchasing them from original countries. It is skilled in adjust its strategies to different local conditions. The paper has analysed the international strategies of Unilever and put forward critical advices for its further development. For example, to focus on combination of globalisation and localisation, to insist on its successful brand strategy, etc. It is argued to say that a strategy is absolutely good or not. A suitable strategy is more important. Any company must choose the strategies that best fit its pratical situation. Unilevers adjustment strategies based on local market information can best explain this. 8. Further Recommendations The development for a company cannot be smooth all the time. Even a multinational company like Unilever may face every kind of problems through the process. For example, as we have mentioned above, mistaken idea of co-operation, product operating defect, etc which lead Unilever to a awkward position in the competition. With these painful lessons, the author suggested that Unilever should sum up experiences and change its management strategies, like insisting on successful brand strategy, brands creativity strategy as well as focusing on combination of globalisation and localisation. Whats more, it should persist in training qualified employees and carrying out well-rounded localisation strategy. High qualified employees will bring unexpected profit to Unilever. And only having a thorough knowledge of market and consumers can Unilever remain unconquerable. Besides, Unilever also must know well the dynamic environment change and response it with adjustment measures. These measures should be suitable for the environmental requirements.