Standard Chartered marketing communication strategy and competitive Lab Report

Standard Chartered marketing communication strategy and competitive position - Lab Report Example According to the research findings Standard Chartered discovered marketing as the group expanded its operations from local perspective to a global perspective across diverse-cultural set of markets, Asia, Africa and Middle East for onstance. The bank admits the fact that it serves multiple geographies, different people with diverse values and significant cultures. This has enabled standard chartered to develop a strategy that focus on understanding of its markets’ core values to offer distinguished products and services to consumers with respect to their local requirements. The bank claims that it has developed a ‘consistent marketing strategy’ through constancy of efforts, stanch commitment to miscellaneous values and cultures and focused on relationships with local customers across the target markets. Standard chartered asserts that the bank has an unambiguous straight forward strategy that revolves around the market and consumers it serves. It has classified it s marketing strategy on two major areas: standard chartered for consumers and standard chartered as the corporate brand. Amongst consumers there are two set of markets: the individual consumers, who consume bank services for themselves; and second set is of business/commercial consumers, who utilize bank services for commercial purposes. Standard chartered has developed wholesale banking for commercial consumers’ category and consumer banking for individual consumers’ category. Marketing is an ever changing and sprouting discipline of businesses; companies always have a room for development and advancement. (Vanhuele and Wright, 2008). The bank has to broaden the base of its marketing communication strategy to effectively converse the different marketing messages, to different set of consumers it serves, in the most appropriate manner which could influence the target audience and trigger the desired response out of each target group. There are three marketing strategie s that fit Standard Chartered intent to serve the market: push, pull and profile strategies. The bank has to adopt these strategies as each meets a separate objective using a separate approach, thus, supporting the overall mission. Push strategy requires the bank to direct marketing activities to propel the products to consumers. It is more a selling concept, supports the sale organization of the bank and helps them design sales programs over push strategy (Kotler, 2009). It requires the bank to encourage and motivate the consumer, direct selling and negotiating with the prospects, emphasize point of sale promotions and advertisements, and performing other promotional activities to forcefully throw the banks’ offers and services to the consumer. It is appropriate for standard chartered as the retail banking structure in its target market: Asia, Africa and Middle East enable the bank to push its offers to consumers. Products/Services Push Consumers Pull strategy involves the b ank to design marketing activities in a manner that would fetch the consumers to the products and services themselves by enhancing their visibility (Kotler, 2009). It is more a branding concept for it supports the organization to design more customer-driven marketing programs that would develop strong bank-consumer rapport which is the ultimate objective of Standard chartered bank. It requires the bank to establish consumer associations with the bank through mass communication programs, mass-advertising campaigns, sales incentives and buzz marketing campaigns to create word of mouth influence. Pull strategy supports standard chartered ideology of understanding local consumers and markets, and their respective cultures, consequently, its attractive for effective communication strategy. Products/Services Pull Consumers Finally, the third marketing strategy which encompasses a broader marketing perspective is profile strategy. This strategy reveals the corporate reputation of an organi zation. It has deep orientation in corporate branding which identifies what an organization is

Preserve the luxury or extend the brand Case Study

Preserve the luxury or extend the brand - Case Study Example ?s fellow grand cru classà © owners complained about the nà ©gociants’ margins whom Gaspard accepted because they have a ready buyer even in their bad years. What Gaspard missed is that their brand had been classified by de Vallois had in 1855 as a Premier Grand Cru Classà © (First Growth) making their brand already saleable at a commanding price even without a nà ©gociant who would readily buy it. Sticking to their two brands, this may not be enough to secure the chateau in the long run because new wine makers with cheaper wine are already coming in the market. These new competitors’ offer an alternative to their products that could shrink their market share and pose a real threat to Gaspard’s business. Gaspard must adapt to the new realities in the wine industry. Extending the brand has many advantages. First, Gaspard can widen their market share to include the younger market who could not afford their high end wines. This market is already a captured market and there is a greater probability that they would come to them when they are ready to purchase high end wines. Second, Gaspard has the advantage of being classified by de Vallois had in 1855 as a Premier Grand Cru Classà © which they could use in marketing their branded wines. Claire was right, they could either buy grapes or land and mention that its either ‘Bordeaux origin’ or that the de Vallois team is in charge of making it in case they would buy cheaper lands abroad to grow grapes. This option will not harm the brand of Gaspard’s premiere wine because they will not be mixed up. In fact, the de Vallois brand can complement the upcoming branded wine by suggesting quality and class by association. In addition, these branded wines can easily adapt to the changing tastes of the younger market and make the most profit by catering to what they want. When this younger market can already afford the high end wines, they can also graduate to the Vallois team’s high end wine. True there is

Sarbanes-Oxley Research Paper Example | Topics and Well Written Essays - 750 words

Sarbanes-Oxley - Research Paper Example Oxley. The scenario that led to the implementation of this act was the number of corporate accounting ignominies including that of Enron, Tyco International, Adelphia, Peregrine Systems, and WorldCom etc. According to the US government record, the definitions including ‘Appropriate State Regularity Authority’, ‘Audit’, ‘Audit Committee’, ‘Audit Report’, ‘Board’, ‘Commission’, ‘Issuer’, ‘Non-Audit Services’, ‘Person Associated With a Public Accounting Firm’, ‘Professional Standards’, ‘Public Accounting Firm’, ‘Security’ and ‘State’ shall apply to this act (Public Law 107-204, 2002). It consist of11 sections which is constituted by provisions from additional corporate board responsibilities to criminal penalties and provides for the Securities and Exchange Commission to oversee the implementation of the law. The need of ensuring the existence of an ethical workplace is not only to implement a moral conduct within the firm but also to procure whatever advantage that the firm may achieve when there is a belief among the potential consumers and employees that the company is ethical. Creation and gradual implementation of a proper code of conduct is a method that is commonly adopted by managers to ensure an ethical workplace. ... The Securities and Exchange Commission which was supposed to implement the act created a new agency called Public Company Accounting Oversight Board to review matters regarding accounts of all public companies (cited in The University of Cincinnati College of Law, 2002). The sole intention of the act was to prevent fraud and scandals within the corporate so that the nation’s security markets and economy remain strong. Corporate are entitled to submit clear and accurate financial reports and it defines the interaction between external auditors and audit committees. There are severe penalties and punishments if a violation of the law is detected. As Kuschnik (2008) points out, the section 302 of the act provides that CEO and CFO of the companies must certify and approve the authenticity of the financial reports of their company. Planning is the key part of making the data of the company compatible with the law. It is significant for taking future steps freely and to discuss the project with the auditors and the audit committee. The planning phase is where varying opinions can be put into consideration and a commonly accepted resolution can be formulated. Planning can be executed in a sequential pattern. Staffing has to be done in order to carry out the compliance process. The task should be divided into portions that can be completed in a limited time framework. Selection of a recognized framework for testing and business systems and procedures also prove to be cogent. Examine risk-tolerance and impacts of a possible control failure on an organizational level. Complete outsourcing, co-sourcing, direct lining or utilizing existing staff can be used to completing the process. The key advancement that resulted from the act was enhanced investor confidence and more

Hospitality History Essay Example | Topics and Well Written Essays - 750 words

Hospitality History - Essay Example As many organizations continue to struggle in the market segment, the hospitality industry continues to record impressive profits (Gray, 2009). Statistics in the US reveal that between 2009 and 2014, the industry has been postulated to create 17% more jobs to people. The industry has been providing young people with well paying jobs and of these, 21% are aged between 16 and 20 years. This implies that the industry has a great future because a bulk of its workers is young people, who are growing in experience every year. The success that this industry is currently enjoying has not originated out of the blues. The foundation was set hundreds to thousands of years ago, and there has been gradual evolution over time. However, with evolution of the hospitality industry, profit generation has been injected into the process whereby, visitors are given noteworthy treatment in exchange for money. The money in turn is used to expand the industry. Therefore, the difference between hospitality f rom medieval times and the current era is that, the former was not a profit generating course while the latter is a large industry that generates a lot of profit and employs very many workers (Clayton, 20070. The hospitality industry’s origins span back to the colonial era in the late 17th century. Later, it began to take shape, evolving into the dynamic industry that we know in the current world. In its development, it has encountered world wars, natural calamities and social changes, but none of these suppressed the industry. Even in the biblical setting, we are introduced to hospitality whereby visitors were well received by people from other areas. For example, Abraham had his tent, and upon looking at it closely, he felt that if visitors saw that he had one entrance, they would not feel welcome. He, therefore, decided to create four entrances to his tent, visitors would be encouraged to come. After he did this, visitors multiplied in numbers, and many of them would pass by his tent as they were travelling. Abraham would welcome and feed them well and after a few days, they would continue with their journey. Later, Japanese dynasties, Native American Indians and European Monarchs set up quarters in their residences for visitors where meals and recreational facilities were offered (Lashley, 2008). Early hospitality was noted in Greek and roman cultures as early as 40 BC. During this era, people began travelling which necessitated the establishment of hospitality cultures. Later in the medieval period, English travelers emerged. During this period, people started using other transportation means apart from foot transport. Stagecoach became the favored form of transportation and inns were established for travelled. As time went by, the hospitality industry grew and became a bit profitable. Furthermore, employment opportunities were enhanced in the industry. In the renaissance period (16th century), there was a high demand for taverns and inns since tra velers were increasing in numbers. The first hotel in this period was the Hotel de Henry IV that was built in 1788. With a bed capacity of 60 beds, it provided noteworthy services to travelers. This was the beginning of hotel establishment in the hospitality industry. Coffee houses were a popular destination for business travelers (Cummings, 2009). The 18th century marked the beginning of the New World.

Philosophy, Mission, and Organizing Framework of caring nursing theory Assignment

Philosophy, Mission, and Organizing Framework of caring nursing theory - Assignment Example The college lives on the philosophy that the nursing discipline and profession is based on caring. The philosophy states that the contributions of nursing to the society focuses on the person as a whole through caring. The discipline requires a response by the practitioners towards the enhancement of a person’s well-being. There are situations that call for nursing to occur and include enhancement of well-being through the contact of nurses and persons involved. He discipline has an art and science presence with the former etched on creativity in practice, and the latter on the complex body of knowledge. My philosophy in nursing is that, as a nurse, I have the responsibility of providing safe, holistic and patient-centered care to the public or the nursed individuals (American Nurses Association, 2010). In this case, patients deserve and require individualized attention and assistance whenever they need. On the other hand, nurses remain the providers of health assistance and care. The organizational framework of the college is based on criteria of nurturing a person through caring. Therefore, the main basis for examination is caring. Nursing is unique and requires a response from the nurse to a call from another person, where the nurse is supposed to respond by getting into the person’s situation and assisting professionally. According to Ray (2007), there is a challenge in nursing caring as described in her theory of bureaucratic caring. The theory suggests that nurses struggle with the requirement of serving the bureaucratic needs of the system while required to serve the caring needs of the human beings. This philosophy seems to be in opposition to the CON philosophy that aims at human needs for caring as the primary necessity. The bureaucracy has been brought about in the society by politics, social statuses, economy and technological advancements. The author notes that various hospital units

General Psychology DSM-IV-TR Project Case Study Essay

General Psychology DSM-IV-TR Project Case Study - Essay Example One of the characteristics that make Esther stand out from acceptable social traits is her unconventionality and unwillingness to conform to social expectations. She is also fixated on morbid thoughts. For example, Esther could not help her mind get away from the cadavers, the pickled fetuses and the execution of the Rosenbergs (after their links to the Soviet Union was exposed). These cognitive and behavioral traits are not pathological in themselves. The author does not make clear, if Esther Greenwood’s manifest patterns of thought are something deliberate and conscious or plainly arising out of her childhood conditioning. Her parents and school teachers expect her to be cheerful and amiable with her fellow pupils; but Esther’s pre-occupation with death, suffering and the apparent folly she sees in all human endeavors makes her aloof and distant. Esther Greenwood’s rebellion against social norms affects her perceptions on intimacy as well. For instance, while the society expects her to remain a virgin and maintain a respectable lifestyle in order to make herself eligible for marriage, she wanted to explore her sexuality as it occurs naturally. Consequently, she begins an affair, which is completely based on experiencing sexual pleasure and none whatsoever on feelings of love and intimacy. Here, we begin to see symptoms of mental disturbance that find mention in the DSM-IV-TR scale. For instance, Esther’s apparent lack of self-control to remain a virgin till marriage could be broadly classified as a symptom of underlying â€Å"impulse-control disorder†. But DSM-IV-TR diagnosis is not purely a technical one, but requires the psychiatrist to make subjective decisions as well. At the time in which the novel is set (early decades of the twentieth century) American society was still largely conservative. It

Ducati Sports and Cruisers Bike From Buyers Point of View Research Paper

Ducati Sports and Cruisers Bike From Buyers Point of View - Research Paper Example Research design can be considered as one of the most important tools in conducting the research in the quest for positive results. Ader et al  stated that the research design is concerned with what question to study, what data are relevant, how to collect those data and how to analyze those data in an effective and efficient manner. Usually, qualitative and quantitative research plays an important role in the research design. The qualitative research design is based on the theoretical aspects of the chosen topic based on analyzing the literature while quantitative research design is based on analyzing the collected data through statistical tools to derive conclusion and results based on the result question to achieve the proposed aim and objectives of the research. In quantitative research design, it is important to assess the variables along with relating them to the research question. Variables in this particular research can be personal attributes, likeliness and personality, op inions and personal and brand image. All these variables can be analyzed through primary research and data collection methods through the use of questionnaires and interviews. However, in this particular research, interviews can be considered as a feasible and appropriate option. Interviews will help in communicating with the riders on a personal basis along with analyzing their preference and likeliness for the sports bike and cruisers. Questionnaires can be of great help in analyzing data and variables using statistical tools and methods.