Cement Industry Essay Example for Free

Cement Industry Essay In today’s world of rapidly increasing competition, firms are selling goods and services through a variety of direct and indirect channels. In mass advertising, marketers are exploring new forms of communication, such as experimental, entertainment and viral marketing. Creative Advertising is the means to break clutter in such new forms it helps Differentiation, Recognition, Recall and Persuasion in an effective manner. Creativity in advertising involves disciplined thinking and requires the creative person to think differently within specific constraints. The advertisement project is a complex exercise that that consumes a lot of effort, cost and time from different experts in the team which requires every part of the project process to be well-studied, documented and well planned. A lot of research needs to get conducted about the audience, product and media of the advertisement. Increasing sales is not the only goal of the advertising decision and could also involve introducing a new product, delivering the product message, etc. The most important aspect of the creative advertising process is the idea and the creative concept. Advertisers use different ways of thinking via several types of creative strategies to promote publicity, public relations, personal selling and sales promotion. One such creative advertisement campaign is the Vodafone’s ZooZoo ads which caught the fancy of the consumers and helped the company develop its own entity in a splendid and innovative manner. The advertising landscape has experienced dramatic change over the past several years and as the advertising medium gradually shifts to the digital platform, agencies are finding new ways to connect with the customers and build their brands. This media confluence is one of the foremost challenges of creative advertising as the advertisers have to reinvent the mass message model, help consumers tell stories, play in an evolving arena and develop talent with creative vision. INTRODUCTION Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver is not in position to immediately respond to the message. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve. It is estimated that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. Most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. However not every advertisement achieves its objective as the consumer is subjected to innumerable ads daily in newspapers, television, billboards, websites, etc. Therefore those Ads which catch customer’s attention have something unique which makes then interesting and unforgettable. The majority of copywriters agree that creativity is extremely important in ads and it usually works more effectively in catching the interest of people/customer than all other techniques put together. The originality of the idea or ad makes it more recognizable and is able to beat the competition. Creativity is the marriage of imagination and execution, thinking and doing. Creativity in the context of todays world is underpinned by the fact that almost anything is possible given technology and platform advances. Technology is changing behavior, but ideas and how we tell the stories are everything – this is how we influence behavior. Its about the idea and the story, not simply the devices or technologies, which create great and enduring ideas and are the hallmark of Creative Advertisements. ABOUT ADVERTISING Definition of Advertising: Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The American Marketing Association defines advertising as â€Å"the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.† Purpose of Advertising: Through advertising, one can disseminate the message very effectively. Within few seconds the message can be disseminated to masses. The basic purpose of advertising for commercial advertisers is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. Non-commercial advertisers (political parties, interest groups, religious organizations and governmental agencies) use advertising to educate people for their cause. Major Decisions before committing for any advertising campaign: Like other area of marketing management, decision-making is necessary in advertising. This relates to 5Ms mission, money, message, media and measurement. Mission: What are the advertisement objectives? Decision in regard to mission is a basic one as other decisions are to be adjusted as per the mission or objective or purpose of advertising decided. It can be: Introduction of new product or service, or information about new features, repositioning of the brand or just reminder campaigns etc. Money: How much money to be spent. Advertising is costly and companies have to spend billions of dollars for this purpose. Advertising objectives determine the required budget. Message: What is the message to be sent? Positive results depend on message. It should be attractive and meaningful. It’s the job of the creative copywriters and artists. Message can be communicated by written words, pictures, slogans and so on. Media: What kind of media to be used. Selection of media depends upon cost, coverage, effectiveness and budget in hand. Wrong decision on media may make advertising ineffective and money spent will be wasted. The steps here are deciding on desired Reach, Frequency and Impact. Measure: How are the results to be determined? Evaluation of advertisement in order to judge its effectiveness. The post advertising sale is one major consideration. The other consideration is visibility of the advertisement. Steps involved in influencing customer decision: There is a very famous principle in ad world called as AIDA principle, which describes the steps that a prospective customer goes through before deciding to buy. AIDA stands for A- Awareness, I- Interest, D- desire and A- Action. Awareness Ad should surprise the customer. Interest This is usually where benefit phrases come heavily into play. Desire Third step, customer realizes that product is good and beneficial. Action- The fourth stage occurs when the prospect decides to take Action and become a customer. HISTORY OF ADVERTISING History of ads can be traced back to 3000-4000 BC. There are signs that Romans used to announce gladiator fights by painting on the walls. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Active advertising in print media started in late 19th century. 20th century has witnessed evolution of advertising through various media. The concept of creativity in advertising was not discussed much until the 1960s, when a sea change in the way of producing advertising transformed the field forever. The central feature of this Creative Revolution was that creativity came to be valued over the formulas and research that previously drove the production of ads. Creative teams, a mainstay of nearly all agencies since the 1960s, did not exist prior to that time. The reigning paradigm was reason the why advertising that spoke to consumers in terms of unique selling propositions (USPs). The Creative Revolution changed not only the ground rules for making advertising, but also the kinds of people who were recruited into the business. The preeminence of creativity over formulaic advertising was strongly articulated and the effect was to place creativity before the other services of an advertising agency market research, media analysis, and other support functions. CREATIVE ADVERTISING To really stand out in the crowd, an ad concept has to be really out of the box, something that intrigues an audience or at least make them look twice. There is no second chance at making a good first impression. With both online and offline advertising you only have seconds to catch the attention of your consumers. If that doesn’t happen, your ad campaign is considered a failure. Today’s advertising message must be better planned, more imaginative, more entertaining and more rewarding to customers. Inclusion of creative ideas (original, novel, out of box and useful ideas) in the ad campaign is called creative advertising. Creative advertisements are made not only to sell the product but to entertain the target audience. Creativity in advertising does not arise in a vacuum; it requires a certain degree of both general knowledge and field-specific knowledge. This is clearly true if we think of creativity as a form of innovation – we cannot know what is novel without a sense of what is already known in any area. The ad’s impact depends not only on what it says, but often more important, how it says it execution is decisive and this is the crux of Creative Advertising. TYPES OF CREATIVE STRATEGIES Creative Strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Creative Strategies promote publicity, public relations, personal and sales promotion. Creative strategies are divided into three basic forms: Weak Strategies: Generic and Pre-emptive strategies describe the two weakest forms of advertising that were most popular through the 1940s. A generic strategy gives a product attribution. Consumers arent learning anything new about the product. It enhances the product in no other way. A pre-emptive strategy is a form of advertising that makes a generic claim stronger. Middle Strength Strategies: Unique positioning and Brand Image are the two types. This proves that something about your product is truly unique. This is commonly found when producers take an average product and add a new, unique element to it. In brand image, an advertiser is not trying to create rational thinking. This type of advertising strives to create emotion and give a brand a personality. A common way of doing this is by using a celebrity as a spokesperson. Strong Strategies: Affective and resonance advertising are the two types. Making people feel really good about a product is called affective advertising. This is difficult to do, but often humor and an honest character can make affective advertising possible. Resonance advertising is a way of identifying with consumers. If an advertiser can create a campaign that certain target markets identify with, then resonance advertising has been achieved. FUNDAMENTALS OF CREATIVE ADVERTISING The Fundamentals of Creative Advertising provides an understanding of how to create and produce ad campaigns. The focus is on the various media available, the thinking and planning behind the campaign, the creative brief, and the creative solution and execution of the ad campaign. Market research underpins virtually all of the decisions made at the campaign planning stage. Through market research both the client and the agency are better able to understand the marketplace, identify and profile the target audience, test their creative ideas, choose the most appropriate media form and, finally, evaluate the success of the campaign. The client will normally provide basic and initial research about the target market and audience in the client brief, which is then supplemented by research undertaken by the agency. Having received the brief from the client, the creative ad team must now take all the knowledge that they have and use it to develop a campaign that will meet the requirements of the brief. They need to look closely at all the information they have been given and understand what it really means. The creative ad team must also identify any gaps in their knowledge that can be filled through market research. The Creative Brief: Role of the brief: A creative ad team will transform a client brief into a creative brief. Together they will develop an advertising strategy based on the information supplied in the client brief and the supplementary research undertaken. The campaign strategy is then articulated in the creative brief, which is approved by the client. Developing the brief: Before the creative brief can be formulated, the objectives of the advertising campaign have to be identified, together with a strategy for achieving those objectives. It is important to remember that the advertising medium itself is only one part of the communication strategy, which in turn is part of the overall marketing strategy. As such, the broader marketing strategy has to be considered before the creative brief can be formulated. The Creative Concept: The creative team: At the heart of every successful advertising campaign is the creative concept. The task of having an original concept, and a range of ideas allied to this concept, is in the hands of the creative team. The best creative teams have the capacity to be both original and fluent when it comes to generating such ideas. In other words, it is not just about having a novel idea†¦it’s about having lots of them! Research and Familiarization: The way the creative brief is written and its content can be an important trigger for your ideas and will also provide an important point of focus in terms of advertising objectives; who you are talking to, what you want to say to them, and how you want them to respond. For this reason it is best to keep referring back to the brief every so often during the creative process to make sure that you are staying on track. Idea Generation (Ideation): The secret to having good ideas is to have lots of ideas to choose from. The more ideas, the greater the chance, that there will be few ‘winners’ among them. Quantity equals quality, so don’t hold back and pre-judge your ideas, just have lots of them – the wilder the better! Wild ideas may be unusable in their raw state, but they can provide a springboard to a better idea as they can help you to see things from a different perspective. Once the basic campaign concept for the advertisement has been formulated and agreed by the client, it’s down to the creative team to coordinate its execution. In traditional creative partnerships, the copywriter will write any body copy so that the message is conveyed in a punchy and memorable way, using the correct tone of voice to evoke the right mood or provoke the desired reaction. The art director will be responsible for ‘crafting’ the advertisements – making sure that they look visually strong and have a consistency of layout and composition across the campaign. Crucially, they must also exude and reflect the brand values. EXAMPLE OF A CREATIVE ADVERTISING CAMPAIGN Creative ad campaigns instill a sense of awe and marvel in the people they target. They cause us to stand back and wonder, â€Å"How did the brand even come up with that?† When a brand gets an ad campaign right, they stand out amongst the myriad of typical, hackneyed, and lackluster ads that bombard us daily. Just like the Vodafone ZooZoo ads. Vodafone is known for its unique advertisement campaign such as pug, happy to help service and the â€Å"ZooZoo† advertisement campaign. As Vodafone was a new brand in India, it had a challenging task to develop its own entity. The previous name of this Indian company was associated with a pug. Vodafone decided to come with a new persona for itself, so the people of the country can associate it with the company. The company came with a brilliant persona for itself, which was very apt for it, The â€Å"ZooZoo†. With 25 such commercials planned, releasing one a day, to sustain interest till the end of the IPL SEASON 2.HaritNagpal, chief marketing officer, Vodafone India explains, â€Å"†¦the brand was in need of an idea that would work doubly hard, as it was planning to spend some four months’ worth of marketing monies in one month†¦Ã¢â‚¬  ZooZoo are advertisement characters promoted by Vodafone during the Indian Premier League Season 2. OM experimented with several characters and finally â€Å"ZooZoo† was born as a completely Indian concept. The name had to be catchy, funny and memorable, though the name actually never pops up in any of the communication. Zoozoos are white creatures with ballooned bodies and egg heads who were used to promote various value added services of Vodafone. Each ad used a story which was enacted by the Zoozoos. These ads though look animated are actually real humans in the ZooZoo costumes. The ZooZoo advertisements were created in South Africa by Ogilvy Mather, an international advertising, marketing, and public relations agency and Nirvana Films. Ogilvy Mather were asked by Vodafone to create a series of 3D advertisements which could be aired each day during the IPL Season 2. They spent near Rs. 30 million to make these advertisements. The campaign created the buzz both in the traditional media as well as in social networking sites like Face book and Twitter and video sharing website, YouTube. Zoozoos are part of a unique and innovative advertisement strategy aimed at outdoing the strategies of Vodafone’s competitors. By the means of ZooZoo, Vodafone has tried to represent an image of the urban common man who is the main drive force behind the increased usage of telecom VAS services in the tele-communication industry. Through ZooZoo characters they have tried to showcase how the various offers by Vodafone can be useful for an urban common man. What Vodafone did was they projected the usage of their VAS services through various advertisements based on different themes as per the product (VAS) that they were offering. The various services offered by Vodafone such as chota recharge, group SMS service, busy alert service, fashion tips, recharge anywhere, bhakti songs, stock alert, voice SMS etc were shown to the viewers not by normal advertisement ways but through some funny catchy ZooZoo ads which were successful in immediately drawing the attention of urban population including all age groups. Each of the advertisement was specific to one particular VAS service revolved around the same to make the customer understand the service. Because of the uniqueness attractiveness of these Zoozoos, Vodafone was able to draw the attention of the audiences quickly towards these ads which became soon very popular thus the VAS offered by Vodafone. The success of ZooZoo is the success of minimalism and simplicity. As a part of a unique and innovative advertisement strategy which was being tried for the first time in India, the ZooZoo also generated tremendous mass appeal through the internet. The ZooZoo campaign has been able to generate a lot of curiosity among the viewers. The fan club of ZooZoo touched to several million and various interactive quizzes came up in these days as evident in the wallpapers and screensavers in the cell phones. All these transformed into a great viral marketing event. Another important advantage is that it involves very low cost in the implementation of the ZooZoo campaign and this amount as compared with the benefits it generated was infinitesimal. There is no celebrity required as a brand ambassador, unlike the campaigns being run by its competitors like Airtel and Idea, which resulted in a dual advantage. ZooZoo advertisements helped Vodafone increase its customer base by 3.8 % in the 1st quarter of 2010. The reason behind the Zoozoos becoming so famous is its familiarity with the cartoons which people used to watch as kids and invokes pleasant memories and fantastical world people used to live as children. It also does not produce bias of any kind (class, creed, religion etc) and hence this advertising strategy of Vodafone has been able to capture the imagination of millions across the country. The ad campaigns have given Vodafone a new look that will go a long way in further improving its brand image. The commercials have hit the Indian market like storm and will now probably go into history as one of the most brilliant advertising idea for the industry and the results it achieved are instructive for marketers and advertising agencies. Vodafone has benefited immensely from this campaign as the Zoozoos have become a brand in themselves. The creativity in the advertisement campaign caught the attention and fancy of the consumers, aroused curiosity, told stories and made people retell the story. In their remarks about the brand, the campaign achieved a remarkable success. We are all familiar with the standard measures of advertising effectiveness memorability, message comprehension, persuasion and likeability. However, getting people to talk and discuss the advertising gives it a multiplier effect that helps to reach and impact more people than before. As the media gets more cluttered and expensive and viewers get cynical about the message, there is a need for advertising to be spoken about to make the brand and it’s messaging more impactful. It is not just traditional 360 degrees integrated communication by using multiple media to bombard the consumers with the message. Rather effective advertisement is all about developing creative content that naturally lends itself into being talked about and thus gets present in multiple media. CREATIVE ADVERTISING IN DIGITAL WORLD As consumers spend more time online, they have more control over traditional advertising vehicles, and chose to create and share their own content. As a result, some advertisers are evolving to a confluence culture where traditional methods of work must adapt to embrace the new reality of interactive content, emerging media, and production/consumption methods. Confluence culture thus suggests that agencies as units and the advertising profession as a whole face numerous challenges to their traditional ways of operation as they grow and morph and react to cultural shifts, particularly when it comes to creativity and ideas. Interactive creativity is built around engagement, and it recognizes that people are inherently social and look to create and maintain relations not only with other people but also with brands. Brand stories, both in traditional media and online, provide ways for advertisers to engage consumers more deeply with their brands. An engagement perspective changes the view of a brand from a transactional perspective, in which a brand addresses a transient need, to an interactional perspective, by which the brand story becomes part of a persons own story about him or herself. The act of consuming media online has become synonymous with the act of producing media. Many online users are not content with accessing and viewing or listening to content from established sources; rather, they want to interact with message content by adding to it or repurposing it for new and different uses. Some traditionally closed models of information distribution (e.g., Web pages) therefore have given way to new, open models. These new systems, including the social media sites Facebook, MySpace, and YouTube, enable consumers to distribute content that they create. Interactive creativity therefore involves providing consumers with the tools they need to be creative themselves. To promote its new line of coffees, McDonalds developed a site where visitors could create their own coffee ring snowflakes. On the CNN site, consumers can select news headlines to make into t-shirts, branded with the CNN logo. In each of these settings, the brand becomes the base for the creative product, and the time spent on the sites during the creation process allows brand registration to occur. Participation suggests that brand stories actually are created and disseminated in a partnership between advertiser and consumer. Leaders in the confluence culture will be those creative strategists who have an understanding of all aspects of the advertising process and use creative skills to solve brand problems. These individuals-nimble, digital, and prepared for new challenges will be able to consider the stories people tell, craft resonant brand narratives, and help clients use these stories to connect people to brands in new and exciting ways. Agencies embracing the creative strategist approach will be poised to provide outstanding messages for clients, protect against economic downturns as clients embrace the value of such messages, and find even more innovative ways to communicate. CONCLUSION Creative Advertising comes with its own set of challenges, particularly when it comes to harnessing the power of creativity so that the message gets conveyed in an appropriate manner keeping the holistic vision of the brand into context. The real success of an ad campaign for its creativity can be measured by evaluating the sophistication level of below parameters: * Time and Space consumed * Superiority over competition * Distinguish Products * Influence customers * Was it Eye Catchy * Relate with the Values of Target Audiences Advertising is an exciting field and the industry is constantly changing to provide new challenges and creative problems to solve. The true test of creativity is the ability to adapt to change, and consistently find new and original solutions. Advertising is likely to play a crucial role in marketing products and services for the foreseeable future, but the opportunities offered by new technology and media provide a much broader canvas for advertisers and creative teams. REFERENCES 1. Marketing Management – Kotler, Keller, Koshy, Jha 2. Advertising in Rural India: Language, Marketing Communication, and Consumerism Bhatia 3. What is Advertising? Advertising Society Review 6, no. 3 (2005) 4. The fundamentals of Creative Advertising by Ken Burtenshaw, Nick Mahon Caronine Banfot 5. Inclusive Branding by Klaus Schmidt Chris Ludlon. 6. Zenith International Journal of Business Economics Research 7. Rediff.com Business – The Magic of the Zoozoos 8. Wikipedia – Creative Strategies

Systems To Involve Stakeholders In The Planning Change Management Essay

Systems To Involve Stakeholders In The Planning Change Management Essay Prior to implementing a companywide change, it is important to get stakeholders on board. Organisations take their stakeholders into confidence, just to ensure the smooth transition, since they are the one who will be affected by the change. For an organisation stakeholder can be its employees, customers, suppliers, shareholders, managers, government, local community, creditors etc. n order to achieve this goal, stakeholder analyses are carried out. Stakeholder Analysis The process of identifying those who will be affected by the actions of organisation. It also enables the managers to analyze the attitudes of stakeholders towards the change. In order to carry out these analysis, following steps are taken: Identify the stakeholders in stakeholder analysis the first step is to come up with the list of any who will be affected by the organisational actions, this can include an individual, a group or an organisation. The possible stakeholders for Gill Construction can be: new Managing Director previous MD senior managers suppliers lenders / banks customers public future recruits, environment protection groups regulatory bodies Prioritize your stakeholders For organisations the list of stakeholders can be very long, in one case of university 20,000 stakeholders were identified. This doesnt mean that everyone is very important to the organisation. Hence the next step in stakeholder analysis is to prioritize stakeholders. This can be done using Power / Interest Grid. Using this grid, Gill construction can identify their key stakeholders, which can be: new Managing Director senior managers suppliers lenders / banks customers public environment protection groups and regulatory bodies existing workforce Stakeholder analysis strategy Understand Your Key Stakeholders this is the last step in stakeholder analysis. It focuses on understanding the key stakeholders, and defines the way they will be affected. It also highlights the interests stakeholders have with the organisation. It answers the following question: What financial or emotional interest do they have in the outcome of change? Is it positive or negative? What motivates them? What information do they want? How do they want to receive information? What is the best way of communicating with them? What is their current opinion? Is it based on good information? Who influences their opinions generally? Do some of these influencers therefore become important stakeholders in their own right? If they are not likely to be positive, what will win them around to support change? How to manage their opposition How they can influence others by their opinion? Convergence and Divergence Another model adopted by management gurus to analyze the stakeholders. It enables the managers to identify the factors which are opposing the stakeholders and which are supporting it. Divergence analysis of the factors which are opposing the change for stakeholders. The first step is to identify the basic change factors which are causing the opposition, these can be beliefs, values, and goals associated with the stake holders. Managers need to answers like What are their beliefs about change and which have led them to oppose it? What are the values being transgressed by change actions? Are their stress values being triggered? How is the change affecting their career social goals? Managers also need into their perception of the change, analyzing this can give them huge edge converting their opposition. They need to answer questions like What do they think about change? What do they think will happen? How do they look at other stakeholders? Convergence elements which are supporting the change. It is much focused on those who oppose the change. Managers need to understand who they are dealing with, what they are capabable how and how they can affect them. For-example A regulatory body or HSE will have permission to shut down the work in progress if they find anything in violation of the laws. Also in case of Supply chain, they may also ruin their relationship with the supplier. Banks and Lenders will have their leverage over the organisation since a loan was taken for the purchase of new machinery. Managers need to look into the following cases: How the stakeholder will be managed? Do they need any leadership or they will just follow? What made them follow the leadership How will they support the change? How prepared are they for the change? Evaluate the systems used to involve stakeholders in the planning of change Stakeholders Circle: A tool designed to gain stakeholder commitment and involve the key stakeholders in developing a change management strategy. This cycle has six steps and also known as Six Steps Stakeholders Cycle Identify the stakeholders The first step is to identify the key stakeholders, which can influence and have interest within the organisation. Prioritize the stake holders Managers need to identify the key stakeholder using the Power-Interest Grid. For Gill Construction these key stakeholders are : MD Employees Management Customers Suppliers Regulatory Bodies Map the Profile next step is to map the profile, how will they be affected, what is in the change for them, how they can be supported, what kind of support we can get from them, what are their culture and values. All the questions will be answered at this point Engagement strategy At this point a managers need to decide how they are going to address the issues of stakeholders in order to gain their commitment and support. New MD of Gill Construction need to hold a meeting with management of the company. Clearly define what He wants to achieve and what his goals are. Since his goal is to improve the quality of the work done and also expand the business. It will be then the job of Management to directly contact their respective staff members and explain the situation to them. Ideas for improvement will be taken. Meeting and Presentations will be held with suppliers and explain your objective to them. Also Management will seek advice from regulatory bodies to assists them in improving the H S at workplace. Banks and Lenders will also be taken into confidence. A clear business plan will be presented to them. Optimise their Support next step in this cycle is to optimise the support from stakeholders. Managers need to be very clear and specific about their objective to the stakeholder and try to get most out of them. They need to keep good relationships with their lenders/ banks and suppliers. Monitor the last and final stage is to monitor the strategy. They need to keep going back to their stakeholders and ensure their support is still with them. If they have any kind of doubts they need to clear them out. Develop a change management strategy with stakeholders A strategy will be formed which will help management at Gill Construction to gain commitment from their stakeholders. A general change management strategy involves three steps: Situational awareness before a companywide change is implemented, everyone will be made aware of the change and what is going to happen in result of this change. A vision will be created Stakeholders will be informed that how this will effect. Suppliers will be notified about what will be expected of them. Employees will be taken into confidence to avoid panic. Supporting structures second step is to structure teams and sponsor coalition. They will be debriefed about who is going to do what. If they will be let go off, they will be informed at this stage. They will be informed that they need to trained to operate the new machinery. Bank or Lender will be informed about new purchases and equipment. New policy about H S will be sent to HSE and they will be informed about it. Suppliers will be contacted and new terms regarding JIT will be set, also material price will be revisited.   Strategy analysis this stage involves risk analysis to be carried out. what degree of risk is involved in this change. What will happen if this strategy fails. In case there is no progress even after this change, what will we do, what if lenders refuse to pass a load. In case of resistance from stakeholders a resistance to change strategy will be required. Management will give their best to negotiate on good terms with the suppliers and use the bargaining power. Management also need to convince the bank and lenders to pass the load and take them into confidence. Create a strategy for managing resistance to change It is in human nature that whenever they are asked to move out of their comfort zone or change, they resist it. When organisations go under change it is very obvious that stakeholders will be afraid of its outcome. Hence it is very important to manage this resistance because this resistance can raise the risk factor during the change or transition process. Passive versus Active Resistance A framework adopted from Active Passive Being critical Agreeing verbally but not following through Ridiculing failing to implement change Appealing to fear Procrastinating or  dragging one feet Using facts selectively Feigning ignorance Blaming or accusing Withholding information, suggestion, help or support Intimidating or threatening Standing by or allowing change to fail Manipulating Blocking Starting rumours Arguing Managing Resistance Before a change is implemented it is very important for managers to either eliminate resistance completely or bring it down to a very lower level such that it has a very minor effect. There can be number of ways for managing this resistance. Some of the ways adopted by Gill Construction can be: Communication everyone within the organisation should be made aware of the situation. Managers need to communicate openly with all the stakeholders and discuss the issues with them. Even if they are supporting the change management need to check with them back to back to ensure the full commitment. Management need to hold meetings, brainstorming session with the staff and communicate with them. Suggestions will be taken from the staff and their participation will be encouraged. Training staff will be provided with appropriate training to build up their skills so that they can operate the new machinery. This will help to eliminate the resistance put up by the operational workforce. Also work-shops will be held with other staff to ensure that they are not left behind. They will be provided with the information and steps involved in this transition will be explained to them. Feedback Taking feedback or suggestions from the stakeholders is always the best way to gain their commitment. This shows to them that management is still listening to them and they hold a value to them. Taking feedback about the training is also good to monitor the staff performance.

Spanish as a Second Languge :: essays research papers

Spanish As a Second Languge In recent years, the total population of Spanish speakers in the US has doubled. According to Census 2001 of the estimated 284 million residents in the USA, 36 million are of Hispanic origin, Five million more than the entire population of Canada. In 1960 people of Hispanic origin only equaled 6% of the US population. Since increased to 13%. 332 million people in the world speak Spanish. Second to Chinese Mandarin: 885 million. The continual growth of the Hispanic population increases everyday, but the number of Americans not of Hispanic descent who speak Spanish fluently, is a mere 3%, according to studies done by Florida State University, Relevant because of area of high Hispanic concentration. Spanish should be required to be taken as a second language in grades K-9. American students should be required to speak Spanish fluently upon completion of their 8th grade year. Other societies such as Pakistan, Japan, and China can demonstrate proficiency in 3 or 4 languages by middle school years. "A child taught a second language after the age of 10 or so is unlikely ever to speak it like a native," said a February 1996 Newsweek article. Through extensive research it has been proven that the earlier a child is introduced to a second language the greater the chances are that this child will master both languages. A number of experts attribute this mastery to physiological changes that occur in the maturing brain as a child enters puberty. Picture yourself as a fluent Spanish speaking American. Able to communicate with others. Eliminate stereotypes; talking about me, plotting something.

Revolutionary War Essay -- essays research papers

How the Revolutionary War Begun Following the French and Indian War, or otherwise known as The Seven Years War, Britain was in major debt as with many countries after war. On the other hand the Colonies were thriving from trade and agriculture. At the end of the war the parliament in England had no organized plan to reduce the enormous debt they had bestowed upon themselves. Financing the French and Indian War had almost doubled the national debt. The parliament had stumbled into the beginning of the Revolutionary War without even knowing it. They were looking in an entirely different direction when the colonies exploded with a rage that eventually turned into the American Revolution. The Seven Years War 's outcome also affected the impacted the Revolution by giving soldiers experience that would later help them lead armies and make decisions to win the Revolution. Among these men were the prestigious names of Paul Revere, Ethan Allen, Horatio Gates, Charles Lee, Daniel Morgan and the man who is known as our founding father George Washington. During the French and Indian War Washington was assigned a mission which was a success and he was considered a hero which later helped his success in the revolution and the presidency later on . The King's minister were trying to find a way to finance the King's military policy. During the French and Indian Wars England had paid for the defense of the Colonies as well as providing most of the troops and leadership in the war. But, rather than demobilize at the end of the war, King George III decided to keep the army at 3/4 strength. Eighty five regiments were kept on alert in case of renewed hostilities between the British and French. There was still the problem of paying for the regiments though. They could not tax the countryside any more because of current taxes that were already too great. The solution, however, was to station most of the army in Ireland and the Colonies requiring locals to house and feed the soldiers. They also made up the Sugar Act, Stamp Act and the Towshend Duties to cover the Å“359,000 needed yearly to sustain the regiments in the Colonies. The first of all the taxes or Acts was the American Revenue Act of 1784, or called the Sugar Act. It wasn't even a new tax even. It was a change of an old customs duty. In order to stop trade from the West Indies to the Colonies Parliament in 1733 had passed... ...on the outside, that it was for change it was mostly to keep things the way they were. Without having to pay new taxes or having to change to be ruled by England. A leading historian once said, "A salient feature of our Revolution was that its animating purpose was deeply conservative. The colonials revolted against British rule in order to keeps things the way they were, not to initiate a new era." We agree with this completely. Instead of accepting change as it came. Every bit of change from Britain was challenged in America by revolutionists and even Loyalists. All the new taxes no matter if they were good or bad were hated. Then again there is always the taxation without representation saying. That is true but they still did not want to be represented that was the last thing they wanted. They wanted local government and taxation like it was before the Seven Years War. The driving force behind the war was the continuing effort to keep thin! gs that same and not different. But after the war they were not prepared for the drastic changes that would come about. But we still got out independence from England and now have the most powerful, successful country in the world.

Irish Autobiographies Adapted for Film Essay -- Film Movie Cinematogra

Irish Autobiographies Adapted for Film This image of mid-twentieth century Ireland embodied in the themes of emigration, cultural isolation, economic depression, literary censorship and religious conservatism have become a fixed concept in the collective imaginative and cultural production. At the start of the twenty-first century, far from seeking to exorcise such associations, Joe Cleary has noted that "the period is repeatedly evoked because it serves as the definitive image of the anti-modern which a modernizing Ireland needed both to define itself against and to transcend" (114). In other words, maintaining an image of "Irishness" which conforms to these themes is increasingly significant, thus the further divorced they become from the present reality. Roy Foster has observed that Sometimes it is hard to avoid the feeling that the new, modernized, liberated Irish consciousness feels a sneaking nostalgia for the verities of the old victim-culture: which was also, in its way, a culture of superiority. (xv) This "nostalgia" has proved extremely marketable and continues to be expressed in self-consciously modern artistic forms, most notably in film. In spite of the obvious fascination in Ireland's recent past shown by filmmakers, it is almost impossible to find a satisfactory definition for the term "Irish Film." In his important work Irish Filmography, Kevin Rockett notes that of over 2,000 feature films produced with an Irish theme world-wide since the beginnings of the cinema, less than 200 have been made in Ireland itself and most of these only in the last fifteen years or so (510). Yet, whether the on-screen influence of high-profile Irish actors or off-screen production input are taken as definitive, many film h... ...gton, Susan Tetlow. "Angela's Ashes." Literature/Film Quarterly. 29:1(2001): 58-62. Hill, Joan. et al eds., Border Crossing: Film in Ireland, Britain and Europe. Belfast: Institute of Irish Studies, 1994. McLoone, Martin. "Ireland in Cinema." Joan Hill and Pamela Church Gibson eds. The Oxford Guide to Film Studies. Oxford: OUP, 1998. McLoone, Martin. Irish Film: The Emergence of Contemporary Cinema. London: British Film Institute, 2000. "My Left Foot." Channel4.com. My Left Foot. Dir. Jim Sheridan. Perf. Daniel Day-Lewis, Brenda Fricker, Alison Whelen and Kristen Sheridan. Miramax Films, 1989. O'Hehir, Andrew, "Borstal Boy." Salon.Com 2002. Vankin, Jonathan and John Whalen. Based on a True Story: Fact and Fantasy in 100 Favorite Movies. Chicago: Chicago Review Press, 2005. Wagner, Geoffrey. The Novel and the Cinema. Vancouver: FDU Press, 1975. Irish Autobiographies Adapted for Film Essay -- Film Movie Cinematogra Irish Autobiographies Adapted for Film This image of mid-twentieth century Ireland embodied in the themes of emigration, cultural isolation, economic depression, literary censorship and religious conservatism have become a fixed concept in the collective imaginative and cultural production. At the start of the twenty-first century, far from seeking to exorcise such associations, Joe Cleary has noted that "the period is repeatedly evoked because it serves as the definitive image of the anti-modern which a modernizing Ireland needed both to define itself against and to transcend" (114). In other words, maintaining an image of "Irishness" which conforms to these themes is increasingly significant, thus the further divorced they become from the present reality. Roy Foster has observed that Sometimes it is hard to avoid the feeling that the new, modernized, liberated Irish consciousness feels a sneaking nostalgia for the verities of the old victim-culture: which was also, in its way, a culture of superiority. (xv) This "nostalgia" has proved extremely marketable and continues to be expressed in self-consciously modern artistic forms, most notably in film. In spite of the obvious fascination in Ireland's recent past shown by filmmakers, it is almost impossible to find a satisfactory definition for the term "Irish Film." In his important work Irish Filmography, Kevin Rockett notes that of over 2,000 feature films produced with an Irish theme world-wide since the beginnings of the cinema, less than 200 have been made in Ireland itself and most of these only in the last fifteen years or so (510). Yet, whether the on-screen influence of high-profile Irish actors or off-screen production input are taken as definitive, many film h... ...gton, Susan Tetlow. "Angela's Ashes." Literature/Film Quarterly. 29:1(2001): 58-62. Hill, Joan. et al eds., Border Crossing: Film in Ireland, Britain and Europe. Belfast: Institute of Irish Studies, 1994. McLoone, Martin. "Ireland in Cinema." Joan Hill and Pamela Church Gibson eds. The Oxford Guide to Film Studies. Oxford: OUP, 1998. McLoone, Martin. Irish Film: The Emergence of Contemporary Cinema. London: British Film Institute, 2000. "My Left Foot." Channel4.com. My Left Foot. Dir. Jim Sheridan. Perf. Daniel Day-Lewis, Brenda Fricker, Alison Whelen and Kristen Sheridan. Miramax Films, 1989. O'Hehir, Andrew, "Borstal Boy." Salon.Com 2002. Vankin, Jonathan and John Whalen. Based on a True Story: Fact and Fantasy in 100 Favorite Movies. Chicago: Chicago Review Press, 2005. Wagner, Geoffrey. The Novel and the Cinema. Vancouver: FDU Press, 1975.

Discussing conflict theory in sport Essay

Americas favorite pastime is sport. Millions and millions of dollars have been spent publicizing sport, and on the same token millions and millions of dollars have also been spent watching it. Children grow up idolizing sport. Parents have been obsessed with sport. In Texas football is valued very high- from high school football to the NFL there is an obsession with the sport. The Dark side of the Game discusses a conflict theory perspective on the high stakes that surround the players in the NFL. Fame and fortune can be short lived for some players who are pursuing that American dream, and may be forced into retirement with their bodies left mangled and used up. The NFL is seen as pristine with cutting edge competition. The fact beyond the fiction is that the common person in society looks at sport with rose- colored glasses. It is no lie that some athletes do live out the life that they have dreamed of, but many also suffer by compromising their beliefs and morals. The Dark Side of the Game starts with the beginning aspects of playing in the NFL. The Combines,or the process by which the players are medically examined and given an intelligence test is the gateway to the NFL. Your health is a determining factor in whether your stock in the upcoming draft will drop. Next comes training camp. Most fans look forward to training camp; it is the time to get pumped up about the upcoming football season and watch your favorite teams get prepared. To an NFL player training camp can be a month of hot torture. Days start at seven in the morning and can end at nine at night, leaving players weak and tired and with a loss of appetite. Training camp is especially hard on the rookies. They are not used to the difference between college football and the NFL because they are no longer in the spotlight. Training camp also takes a physical and mental toll on the athletes mind and bodies. Repeating the schedule day after day physically breaks down the body. The injuries can start to build up and take a toll on the body. Being deprived from family and friends takes a mental toll on the body as well.  Some players might even try to get out of training camp, but the two things that might get you out for a day or two would be- death or having a baby. When the season begins playing with pain is usually a norm. Players always know the difference between pain and discomfort. Discomfort is seen as a constant state for a player, something like a bruised toe. Pain, on the other hand, is â€Å"the physical damage that is so extreme that the jolting messages sent from the injured area to the brain are just too much to be ignored, even during a game when your entire focus is on doing your job and winning.†(Green). While no one knows exactly how much pain tolerance one man has, it is still true that players have played with pain at some time or another. When the end of their career finally rolls around most players don’t just retire, they are told they are a financial burden to justify anymore. It is hard for them to just walk away from the game they call their career. They are spoiled with special treatment, attention, fame and fortune. When the party is over know one wants to leave. After reading Tim Greens book I thought he generally took a very negative approach to describing the NFL. Although I could never know what the NFL is like, it seems like it should be more affirmative than that. He started out describing training camp as a living hell, all the way to the two deaths that a football player dies with- the end of his career being the first. In my opinion, I believe that there are probably several players who did not get such a negative outlook on it. I believe it is probably the expectations that you set for the game itself. Everyone expects a red carpet for a professional athlete because of the money and fame they receive for doing something they love. Being a professional athlete is probably an emotional struggle for players between expectations and reality. The truth is that their choice is to play, and not one of them would have it any other way. The book I read is a conflict theorist perspective. Green takes all of the negative aspects of life in the NFL and explains that the NFL does not serve as a function, but more or less a struggle. He does not believe that all functions in the NFL are good or productive, therefore he doesn’t believe that the NFL contributes to overall well being to the players. There are several examples of exploitation of players, such as the media and the broadcast booth. Green also goes on to say that the NFL meets the goals of the powerful by describing such things like the salary cap or the â€Å"uniform police†. Overall this book covers several negative aspects of football that the average fan would not think twice about. Millions of little boys dream about being a professional athlete, and a small percentage will become one. Despite the conflicts represented in this book, I believe that for a majority of people, life in the NFL is dream that few will ever know. Bibliography Green, Tim. The Dark Side Of The Game.

Culture of Armenia †history, people, women, beliefs, food, customs Essay

(I am trying to make art that relates to the deepest and most mythic concerns of humankind and I believe that, at this moment of history, feminism is humanism. Judy Chicago, 1990) Armenian traditions and culture made an Armenian woman unable to work outside of their homes for several decades. As women were supposed to marry at very young ages there was no need for personal and professional growth except being excellent households. In the first stage (0-19 years) of their lives, they were dependent financially on their families, especially fathers, after that they were depended on their husbands. As lives of many of Armenian girls were already decided before they were born, there was no room for education and career. However, even in that kind of situation, there were several motives for pushing women to education and workforce. Industrialization and technology development were some of those reasons. So, we may think that women were not utilized entirely by the society, that’s way with the development the role of women in the family decreased hence increased in the society. And as women started to enter the workforce and get out of their â€Å"home† comfort zone, the need for secure rights and respect increased by them. So, why it was not important to have rights within the family? Here come tradition and culture. Armenian women were always thought from their young ages, that family is the most valuable thing that can happen in their lives and family wife, the mother must always sacrifice their happiness, dreams and overall lives to build a strong and â€Å"child-friendly† environment within their families. As families were big (6 – 10 members) there was no time left for the women to think about their long-term goals and dreams. They were entirely taken by day-to-day household activities and child’s upbringing, however, I personally think that if girls were taught about other values from younger ages, the society would change itself even with very little steps. It is a cyclical system and all starts from the childhood. There is another argument, that we may also consider: women were accepted as the â€Å"tool† of continuing the nation with next generation. Women were blamed when they were not married because they will not be able to give a birth to a child, especially a boy. And those women who decided not to marry were forced to wear old, black clothes and they needed to cover their faces. There is another crucial fact, as many towns and villages couldn’t provide a primary education mothers were supposed to teach their children as well. So, the way that child’s brain and imagination will be shaped was in the hand of their mothers. At the first glance, we may think that women in poverty or girls who were married by force were the main engine of driving the society into feminist ideas. Because they were the ones who had no voice in the family and society, most of their husbands migrated to other towns to make money. In villages especially, women were publicly harassed for their speech in front of another man. However, the history showed us that feminists were from the elite class of the society, we can see lots of cases both in Armenia and worldwide. So, why were feminists from the highest social class, if they could have anything that they needed? There are several reasons for that, but in this paper, I will consider just two of them: being able to afford higher education; free time. A good education has always been an expansive experience. Even now, when almost every city has its own school and at least one university, for graduating you need to have money. What about 19th centuries? When people started to value the education and wealthy families were seeking to give their children the best education, both for their status and for their next generation’s welfare. Graduates from all institutions that provided higher education were from wealthy families. And only the most wealthy families will spend money for their daughter’s education. From that institutions, girls got only knowledge but a dream of getting more than just having husbands and children. They wanted to use their talents and knowledge to change something in this world. Education â€Å"educate† people to move forward and always take into account one’s individual ways of thinking, sometimes feelings and even just intuition when making decisions. However, all these cannot be i ntegrated into typical Armenian Family’s daily routine. Most of the decision was made by the man and sometimes never advised with the women. Even if the issue is really crucial and important for family’s future. So, the women are a subordinate, just an active resource that can be used based on man’s decision. Some people argue that while the feminist movement certainly opened up jobs and opportunities available to women, it ultimately harmed women, children, and family because it devalued motherhood. I would agree with some part of this statement, however, I will change a word in it: As the feminist movement certainly opened up jobs and opportunities available to women, it ultimately changed women, children, and family because it devalued patriarchal families. With the increase of women in the workforce the birth rate decreased. And women got less time to provide to their personal lives and more importantly number of children born by a single woman decrease.When women Ð °cquired greÐ °ter clÐ °ss stÐ °tus and power without conducting themselves differently from mÐ °les, feminist politics were undermined. Middle- Ð °nd lower-middle clÐ °ss women who were suddenly compelled by the ethos of feminism to enter the workforce did not feel liberated once they fÐ °ced the hard truth that working outside the home did not mean work in the home would be equally shÐ °red with mÐ °le partners. So, what is the reason? Is there any solution that could combine a working mother and more children in one family? Yes, in my point of view, there is one. If the life of a woman changes during decades, a routine of man was stable. They haven’t met any crucial changes in their daily routines and plans with this development. And here is the problem. If the father took some of the women’s activities and concerns within the family, everything would be balanced. Because the woman changes entirely after having a child, and in the workplaces, it is not always guaranteed that women could get her job back after maternity leave. Some countries found the solution: paternity leave. Fathers have equal rights to get leave for the newborn baby, and the problem is somehow solved. So, how is this connected to social status? Women from higher social classes have the opportunity of choosing. It can be just an ability to choose a dress or choose a life partner. Along with this, they have more time available (they have servants) for their own interests, so instead of doing household activities they are building their personalities and constructing their own lives. There are lots of examples of wealthy feminists from the history both worldwide and in Armenia. One of the most famous Armenian feminists was Serbouhi Dussab. She was a good example of well-educated, self-confident Armenian women. She was well-known in her time because she had a social status, and it made her voice to be heard. In the traditional Armenian society, it was not always easy to express your opinion as an individual, especially in novels. In her second novel (Siranush, published in 1884) she talked about family life, marriage and women’s right in Armenian families. She stepped into the sphere that was never touched deeply by women. Every question, especially regarding genders, have at least two viewpoints, and it is not always to be in the â€Å"middle†. Women should look into the question of gender equality with a cold heart and sharp mind, or else feelings will make a decision instead of them. This is what we can see in writings of Ms. Srbouhie Dussab. However, in Armenian society women were not only making a difference in literature but also found several charitable funds and organizations, which changed the society’s way of thinking step by step. Some of those organizations were: The School-Loving Ladies Society, founded in 1979 by Ms. Nurik Simanian, Ms. Taguhie Paltazarian, and Mrs. Armaveni Minassian. The goal of the society to promote education of Armenian girls and train teacher for provinces, set private free schools for Armenian girls ; â€Å"Education-loving Ladies†, founded in 1880 and society’s goal was to take care of poo rs, orphans, widows ; â€Å"Union of girls and young men† founded in 1919, an example of joint man and woman organization and â€Å"Armenian Women’s Association† founded in 1919, aimed to contribute to Armenian women’s moral intellectual, material and physical development, establish cooperation between all Armenian women, use Armenian potential to promote the Armenian Cause. The Armenian women’s charitable society of Tiflis Was the largest and long-lived women’s organization. On 4th of December, 1879 114 ladies gathered in the conference hall of the Mariamian-Hovnanian girls’ school, organized fundraising, raised 407 rubles for sending to Constantinople. On 31st of December, 1881 Society’s Charter was adopted. According to the Charter, the goal of the Society was to promote the education of women: a. by opening and maintaining a private school for females at its own cost b. by supporting parochial schools for females with its own funds as well as by assisting those women that wish to become teachers in parochial schools’. The society also granted scholarships for unmarried women to study education or medicine. Within first 10 years, Society organized 11 balls, 6 performances, 3 concerts, 2 public lectures, all of which proved quite successful as fund-raisers. One of the most memorable organizations was Armenian Society â€Å"Meghu† in Tiflis â€Å"Meghu† decided to stop poverty by waging war against women’s unemployment. First, there was the issue of cheap labor. The number of job-seekers is constantly on the rise and fear of starvation forces workers to accept lower wages. Second, there was a danger of the flaw of living at the expense of someone else’s labor. The founders of the Society divided those living at someone else’s labor into two groups, evil-doers or robbers, and beggars. †A beggar with his rags and nakedness does the same thing as a robber: beggary, too, is a trade and a mask, which can be used to peacefully rob someone without running any risk.† A power was needed that would help them at the time of despair and would encourage them. The class came to the conclusion that the existing charities were powerless to fight against a huge force of economic crisis. Those women came up with an idea of establishing a purely democratic association that would be able without hurting people’s self-respect to provide the unfortunate victims of our materialistic age, especially women. Armenian female workers are the most oppressed, ill-used and exploited social class because, on the one hand, of their shyness and, on the other hand, of the overall economic situation. Women earned their living with home-craft (ex. sewing, and they would make kopecks).The Society set a goal of establishing the †House of Work† (workshops) and of assisting in promoting the cause of eliminating illiteracy of poor women. Workshops, such as dress-making, dry-cleaning, cardboard, artificial flowers, basketry, cooking. For 13-17 years old-sold girls society opened a school. The final decision was that only girls that have a level of knowledge equal to the graduates of the parochial elementary school shall be admitted to the school at the Meghu House of Work. As mentioned before, a good education and self-confidence can have a cyclical effect and attract more women to take their lives in their hands. Maybe the engines of feminism revolution were a wealthy woman, but they helped the society to understand the importance of equality in every sphere of life. They changed the world by writing novels, founding organizations, societies, and schools. Importance of a good education is rising day-by-day and feminists have a huge role in it by their activities. They brought the problems of women from top to the lives of people and made middle- and low- social class women to think about their futures by themselves.