Balanced Scorecard Principle

Although the concept of a balanced scorecard has been known for a comparatively short time period, it has already proven to be one of the most groundbreaking concepts of the century.Advertising We will write a custom report sample on Balanced Scorecard Principle specifically for you for only $16.05 $11/page Learn More Because of the opportunity for embracing the key elements contributing to the organisation’s sustainability and the tools for evaluating it, which a balanced scorecard provides, the specified framework must be considered one of the key inventions in economics. Owing to its focus on the creation of sustainable environment for business evolution, the balanced scorecard approach contributed to bolstering the progress of Kaplan Norton. The development of the concept of the BSC and the introduction of the personal element into its general framework can be viewed as the first step towards improving the original idea. The specified stage o f the concept evolution is also market by a significant reduction in the controversy, which the BSC approach used to be characterised by: â€Å"Balanced Scorecard (BSC) is a strategic performance measurement system devised after a yearlong multi-company research project† (Coe Letza 2014, p. 63). While at first, the emergence of the BSC was linked closely to only four perspectives, from which the performance of a company could be assessed, the further introduction of new factors allowed for a more adequate assessment and, therefore, a more precise location of the key problems that an organisation could face. The incorporation of the personal scorecard element into the overall framework along with the tools for assessing the overall company’s performance was another essential addition to the existing approach.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More There is no secret that a company’s success hinges on the motivation of the staff (Coe Letza 2014); therefore, it is crucial that the factors contributing to the employees’ satisfaction should be included into the BSC framework. Traditionally, the BSC history is split into three key stages, the first one being the creation of the concept and its further definition. Afterwards, the stage that included the search for the ultimate BSC approach and the attempt at distilling the ideal BSC formula should be mentioned. The modernisation of the BSC principle has led to the discovery of one of the key details that made the existence of the BSC approach possible in the 21st century. To be more specific, the incorporation of the tools that allowed for a faster and more efficient information transfer facilitated the applicability of the BSC. The Rexam BSC (Coe Letza 2014) was designed at the third stage of the evolution of the BSC notion. Promoting the recognition of each and every stakeholder inv olved in the process of BSC application, the specified framework can be viewed as the â€Å"transition away from a simple stand-alone performance measurement tool to a rallying framework for core managerial processes† (Coe Letza 2014, p. 69). Consequently, the specified notion allowed for putting an even stronger emphasis on the significance of progress and the need for an organisation to evolve. The continuous development, which the transition from the BSC to the RSC is marked by, is clearly the landmark of a new era in the BSC evolution. The ability to age well can be considered one of the strongest advantages of the Balanced Scorecard approach (BSC). A recent case study has shown that the incorporation of the BSC framework into the company’s operations allows for an increase in the organisation’s productivity (Coe Letza 2014).Advertising We will write a custom report sample on Balanced Scorecard Principle specifically for you for only $16.05 $11/page Learn More Moreover, the further development of the BSC concept has allowed for â€Å"objectives previously set out in the strategic linkage model† (Coe Letza 2014, p. 71) to be attained successfully. In other words, the premises for further evolution of the company, which the latest innovations introduced to the BSC model allow for, suggest that the BSC approach can be adopted to the global environment as well as to the local ones. Since the BSC framework sets the conditions for further organisational development and puts progress at the top of a company’s priority list, it is only logical to assume that the BSC approach itself is prone to frequent updates and a consistent change. Indeed, the case study outlines that the phenomenon of the balanced scorecard requires that the latest innovations, including information technology, should be incorporated into the framework. As a result, the key processes are carried out in a much more efficient an d expeditious manner. Though the concept of the Balanced Scorecard has been created comparatively recently, it has already managed to grow into a fully developed framework for evaluating the company’s progress. More impressively, the BSC strategy helps address both the industrial processes within a company and the organisational ones, specifically, the relationships between the managers and the staff, the rates of staff satisfaction, etc. One of the greatest inventions that have recently occurred in the field of business and economics, the BSC approach must be credited for its contribution to the design of corporate sustainability principles, which are crucial for an organisation to survive, develop and prosper in the realm of global economy.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Reference List Coe, N Letza, S 2014, ‘Two decades of the balanced scorecard: A review of developments,’ PoznaÅ„ University of Economics Review, vol. 14, no. 1, pp. 63–75. This report on Balanced Scorecard Principle was written and submitted by user Mar1ana to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Balkanization (COT) essays

Balkanization (COT) essays In 1912 the term Balkanization was coined and describes the region formerly known as the Balkans. It can be defined as a region broken up into smaller and usually hostile units. The region known as the Balkans is where the Slavs meet the Germans, Greeks, and other different ethnic and religious groups. Due to the major ethnic and religious diversity the region has trouble sustaining stability. During the nineteenth century, many changes and conflicts disturbed the Balkan region. In the diplomatic history of the Balkans a change in diplomacy came across the new forces of nationalism and militarism). Rivalries in the Balkans grew after 1878 with the tension between the ethnic groups. The assassination of the Archduke of Austria-Hungary, Franz Ferdinand was the spark that ignited the war that was first between Austria-Hungary and Serbia, yet the tension in the Balkans assisted in creating the energy to the spark. World War I was inevitable in 1914 because of many different reasons. One reason is that both the governments of Austria-Hungary and Serbia believed that their character and veracity were on the line in the international population. For Austrians, a personal attack on the royal family required a strong response, especially if it concerned the Serbs. Another reason is that both governments believed that they were in high favor of winning if the war came. Th e Austrians had the Germans as allies as the Serbs had Russia; neither thought the war would spread across Europe although they all created alliances just to make sure that they had their chances reassured. A further reason is that neither side believed that their divergence could be compromised by negotiation, only one regime could rule. Fourth, each side focused on victory and not the expenses of defeat. Fifth, both governments had little fear of war. Lastly, an essential element of Greek, Serb, and Bulgarian nationalism had always been the eradication of t...

Social Law Essay Example | Topics and Well Written Essays - 2000 words

Social Law - Essay Example Link between corporate crime and Social crime Corporate crimes engage planning, tactical residency the deviance ought to be harmful to people exterior of a corporation or rather the deviance of corporate representatives ought to extend the intentions and desires of a Corporation. The deviance should be supported or abided by top administrative and/or colleagues. The prime recipient of this deviant deed is the corporation. Social crime denotes a cluster of peoples who occupy a comparable place in the economic structure of production. In that classification profession is extremely vital since it offers monetary incentives, steadiness and benefits like healthcare. Has the law’s view of the criminal responsibility of corporations changed over the years? The conclusion of the century provides a chance to mirror on legal replies to alterations in social and monetary organization. Increasing dependence on sophisticated expertise, the developing trendy terminology of risk, and endeavo rs to position the wherewithal of criminal law in opposition to business ventures are a number of the expressions of those alterations. There has developed a debate concerning probable criminal accountability for 'Millennium Bug' tragedies captures these prime features of modern life. Civil and Criminal Law Civil decree endeavors to determine non-criminal arguments for instance divergences over the connotations of contracts, land ownership, annulment, child care, and harms for individual and property denting. Civil law ought to be used since its purpose is to give a legal solution to resolve problems. Criminal decree is that organization of the decree that tackles conduct deemed so dangerous to community entirely that it is forbidden by statute, impeached and penalized by the governing body (Gardner and Terry, 17). Criminal law is a matter of enforcement looking in the sheriff viewpoint. A sheriff is a bureaucrat of the court, plus his chief purpose and role is to serve and performs the diverse legal courses and mandates issued. Secondly, Divisional and government department policies and courses are reliable throughout the court case law in the U.S. These rules are crafted and established to cover the accurate, prompt, and judicious service and implementation of all matters regarding the enforcement of consents and course. Thirdly, the FEC has private power over the public enforcement of the centralized fight against finance law. In implementing that influence, the Commission utilizes a multiplicity of techniques to uncover probable election law breaches. How crime in the streets is viewed versus how crime in the suites is viewed by society? By means of burglary and fraud as two paradigms, the judgments indicate that public viewpoints of sanction conviction and relentlessness advocated that street criminals were exceptionally credible to be caught and be judged to more harsh sentences as opposed to white-collar criminals. There is much debate on which crime sh ould be punished severely. Both crimes are perceived to receive the exact sentence and are at par. With this in consideration, there is no varying perception in crime in the suites, and it is not supposed to be changing. Question Two Functionalist verses Conflict view of change Conflict philosophers perceive social change as happening merely via infighting amid social classes. Even as, it is factual that numerous revolutions have emerged in the emergence of class plus/or cluster conflict, it is a terrific deal different from the outlook functionalists inclination. Functionalists characteristically employ the additional tangible factors, for example, population development and industrial advances as pioneering the indict

Discussion Assignment Example | Topics and Well Written Essays - 1250 words

Discussion - Assignment Example Our leader initially indicated that he was not in support of the use of Chinese parts. The advocates of Chinese parts also had their own motives and ambitions in the mix. The use of Chinese parts would have meant a higher profit margin which would have resulted in their promotions and higher salaries. However, the profits would have proven to be temporary as the consumer satisfaction would have gone down with the passage of time hence resulting in lower sales. Our leader would also have benefited in the form of a promotion if he would have returned good profits to the shareholders. Many group members knew that very well and they attempted to capitalize on the situation by using flattery. There were also some members with good conscience that looked for the benefit of the company in the long run. They insisted that we should not use Chinese parts as they were subpar and the number of customer complaints against the product would go up. However, the other group kept on bringing up the question that Japanese parts would cost us much more so we could have purchased more C hinese spare parts and stored them for later use. They showed a bright picture of praise and accolades to our leader. They emphasized that the change was necessary, and a timely action was of paramount importance. The discussion almost heated up between the opposing points of view. Our leader decided to take a break, and make a decision at a later time. The decision was made in the favor of Japanese parts as they were of high quality. He also suggested the purchase of a few amount of Chinese parts in order to find out how they work. It turned out later that using Chinese parts was a very bad

Tiffany and Co Essay Example | Topics and Well Written Essays - 250 words

Tiffany and Co - Essay Example Tiffany and Co. is a luxury and jewelry retailer. In the world of business, there are three types of goods in relation to the consumers’ income. There are inferior, normal, and luxury goods. To understand the nature of the markup of the prices of the products, it is imperative to have knowledge of the inherent patterns between different types of goods and consumer behavior. As such, Tiffany and Co. is justified to charge high prices for the products. The reason behind this lies on the classification of luxury goods. Such goods have an income elasticity demand (YED) greater than 1, as indicated below. Figure 1: The Income Elasticity Demand for Tiffany and Co. Products (BOONE, 47) The graph above illustrates the behavior of luxury goods in relation to consumer behavior. As the consumers’ income increases, demand for the product increases; hence, a justification to the markup of the prices of Tiffany and Co. Additionally, Tiffany and Co. acknowledges customer service as a product. The nature of customer service matches the money spend on the luxury products. The positive correlation between the markup of the prices and the customer service explains the nature of the goods. Luxury products are not similar to basic products whereby there is need to create product awareness; hence, a perfect competition. For luxury products, there exists product knowledge for the consumers, and the products are more of a want than a need. The markup of the prices is justified because the target market is defined by their ability to utilize such products.

EasyJet E-Marketing Strategies Analysis

EasyJet E-Marketing Strategies Analysis This technical report has been order to clarify the e-marketing strategies implemented by the EasyJet airline to gain competitive advantages over its rivals in the marketing for low cost aviation. Situation analysis present position and industry of EasyJet by use SWOT and PEST model. This report was looked at the various strategies used by EasyJet and researched in depth the European budget airline industry. The main objective was study EasyJets successful e-marketing campaigns. Chapter 2 Introduction Since 1995, EasyJet Airline Company Limited is a great and successful example of a European airline. The chairman Stelios Haji-loannou (Greek) founded the company this year. It is based on the US carrier SouthWest, and is low cost, no-frills model. Stelios hired an expensive brand consultancy and offered them  £100,000 to come up with one. A month later, the consultants turned up at EasyLand with magazine clippings attached to pieces of cardboard. Unimpressed by their efforts, Stelios promptly fired them. In the end, he came up with the airlines name himself. The word easy kept on coming into his head, so he decided to christen the airline EasyJet. For the company logo he went to a small local design consultancy, White Knight, which gave the airline its famous shade of orange, know as Pantone 021C, used by no other airline at the time or since. The design consultancy then created a simple set of graphics for the airlines first advertising campaign. In 1995, EasyJet starts fights from Luton to Glasgow and Edinburgh with to leased Boeing 737-300 with a capacity of 148 seats at a price of only  £29 for one way ticket. Glasgow and Edinburgh are the first routes. The logic was simple: southern Scotland was the biggest domestic market from London for which air was a sensible alternative to road or rail. The airline opened a telephone reservations centre and took its first booking on 23 October 1995. The phone at the EasyJet telephone reservation centre started ringing and never stopped. They were in business. Two years later, EasyJet launches its website, easyjet.com. Web bookings grew from zero to 26 per cent of business within a year. On the first day of trading during one promotion, 13,000 seats were sold, believed to be a record for the most commercial transactions carried out on the internet in 24 hour period. By mid-1999, when its internet sales represented 58 per cent of the total, EasyJet because the first airline to make more sales on the internet than through normal telephone reservations. In March 2000, EasyJet reached two million sears, and it took only another three months to reach the three million mark. By 2001, online bookings regularly reached 80 per cent, the highest proportion of online sales for any airline in the world. In financial view, EasyJet plc was listed on the London Stock Exchange (LSE: EZJ) and was a constituent of the FTSE 250 Index on 5th November 2000. In October 2004, the international investment company FL Group was purchased an 8.4 per cent stake in EasyJet. In 2005, FL Group increased its share in the company to 16.9 per cent. Lois (2005) mentioned that, according to the investment house, EasyJet was becoming a paperless company with a powerful electronic infrastructure. The results were lower administration costs, better management information and more responsive decision making. Figure 1 Milestone of EasyJet Chapter 3 Situation Analysis In this chapter, I will present position and analysis the current position using both of used SWOT and PEST model. EasyJet seems like very good situation and more expertise will predict have great opportunities for the low cost strategy. Resultingly the saturated market and lack of other choice in the British, competition is likely aggravated ineluctability followed by acquisition and coalition, an early sign of which is EasyJets purchase of British Airline subsidiary GO. In UK airline market, gave very less growth opportunities, therefore focus will be on the other continental market. Next step forward in this direction is a new base going Dutch, Berlin, with flights from 11 European cities, and as well on Eastern Europe. Price strategy was also the focus point, its expansion their route network. At last, promotion also needs to convince people that it is safe to fly and constitute EasyJet as Euro largest low fare airline. 3.1 PEST analysis The following factors are likely to have an influence on the EasyJet. Political factors In 1990 the European deregulation of commercial aviation coincided with the expansion of the low cost airline industry. The LCC in the industry were able to take advantage of the relaxed laws and expand their operations. On the other hand, threat of war in the East Euro and EU east enlargement may provide access to viable the new markets were also the political factors of EasyJet. Economical factors Mercer Management Consulting (2002) reported that the low cost airline market conforms to the criteria of three components. Firstly, it provides a simple product consisting of no seat reservation, free seating, and adequate in flight service. They are a genuine no frills airline with a simple product offered to the market. Webster (2004) noted EasyJets ability to maintain a high degree of customer focus through a new, user friendly website with an improved booking process. Secondly, mergers and acquisitions is also the low cost airline markets characteristic; the expansion of existing low cost airlines and finally, market exits as a result of bankruptcy. Finally, the industry operates a low cost ethos, which is maintained by lean sales, high productivity of resources, low maintenance costs and low wages. Social factors The low cost carriers position their product to leisure travellers and non business travellers, however EasyJet has differentiated by targeting the business and leisure segments. This behavioural segmentation creates a more dynamic edge in comparison to their competitors who solely focus on leisure travel. Thus, EasyJet must ensure that its strategy is tailored to a wider market. Walton (2005) confirmed that EasyJet was presented as a European low cost airline with a current reading of 26 million passengers in 14 key countries. It has 190 routes to 58 airports and 163 million people live within one hour of EasyJets airports. Technological actors Low cost carriers have the ability to maintain a high degree of customer focus through user-friendly websites with improved booking processes. These websites have the capability of charging bookings with greater ease and utilising an easy to use fare finder to obtain the cheapest fares. Selling tickets via the technological medium of websites and hence by having no travel agents, they avoid paying agency commissions. 3.2 SWOT analysis Strengths: EasyJet was used the bright orange as Pantone 021C, used by no other airline at the time or since. It have a successful financially which they cut out all meals and snacks on travel tour, can reduced the cost of operation. Have more flexible organisation and being seen as an innovative. The airline opened a telephone reservation centre is a strong e-business on 1995. EasyJet is also was a part of the consortium and have awarded by UK air traffic control system National Air Traffic Services (NATS). The brand name EasyJet has all the qualities required for long term memory storage and will not be easy to forget. The airline flies to main destination airports throughout Europe making it very attractive to business travellers. It gains efficiencies compared to traditional carries with rapid turnaround times, and progressive landing charge agreements with airports, maximizing asset utilization. Single model of aircraft reduced training, maintenance and supervisory costs. At last, EasyJet has been wisely investing in strong brand build measured like advertising and television shows ensured high brand recall. Weaknesses Below have some weaknesses for EasyJet organisation. It continued sustenance of cost leadership can be difficult in a dynamic market. The two drivers of growth, the focus on price and the focus on convenience seem to be reached their natural limits and differentiation from there could become difficult. The airline does not own the EasyJet brand, its owned by Sir Stelios and as a result, does not have control on its performance of other products and services used the same name. It also loss of usage in future could adversely affect its own market performance. On the other hand, the business model can over time become blurred under competitive pressure and consolidation of the Low Cost Carries (LCC) industry. The airline must be continuously innovative to maintain its current advantage in e-tailing. Increased fleet capacity could be difficult to fill during lean periods and in the face of growing competition in a matured market. Opportunities Recent expansion of the EU has resulted in open of new markets for the LCCs. Their low fares will increase movement of job seekers across boarders and also promote the tourism industry, lead to economic growth. Consolidation could help EasyJet to a certain degree offset the pressure on its costs and fares. Otherwise, vertical and horizontal expansion could be an important option for EasyJet for growth in mature markets and offset any future threat of increased in service provider costs. Withdrawal of traditional airlines from less traffic-intense routes could be an opportunity for expanded. EasyJet does not seem to have any flights to Scandinavian capitals like Stockholm and Helsiki where immigrant flow was on the rise. Threats The threats of EasyJet had some factors. Terrorism and catastrophic loss can result in lesser air travel and loss of infrastructural support, war threats and outbreak of epidemics or pandemics could increase apprehensions about air travel. Technology advancement in the conduct of business meetings like video conferencing can be detrimental to short distance flights and impending increased in environmental taxes could increase costs. In addition, limited or no slot availability could be hurdle in future expansion plans and due to its limited fuel hedging policy, EasyJet is more vulnerable to fuel price fluctuations increased by variability in its costs. Currency fluctuations is also the factor of threats, it will affect especially the US dollar denominated costs like aircraft purchase, aircraft financing costs, maintenance reserve payments, fuel purchase etc.. Excess capacity and cost cutting tactics by competitors can affect passenger traffic on popular routes. Imitation of some main no-frills features by traditional airlines on same routes can confuse and blur the distinctive image of any LCC. Additional, traditional players can partly switch over or start their own baby low cost airline. Last, dependence on third party service providers could cause problems when any of these contracts are not renewed or negotiation of suitable replacement does not take place or if higher rates are charged. Chapter 4 eMarketing Strategy This chapter was analysis what eMarketing strategy has the EasyJet adopted or is planned to adopt and what is the value proposition and differential advantage of this strategy. 4.1 Marketing application of internet marketing Internet based media offer a range of opportunities for marketing products and services across the purchase cycle. EasyJet illustrate the applications of internet marketing since they show how organisations can use online communications such as their web site, third-party web sites and e-mail marketing as: Direct response medium: EasyJet uses sponsored links when a user is researching a flight using a search engine to prompt them to directly visit the EasyJet site by clicking through to it. Similarly the EasyJet e-mail newsletter sent to customers can encourage them to click through to a web site to generate sales. Platform for sales transactions: EasyJet sells flights online to both consumers and business travellers. Customer service mechanism: Customers serve themselves on easyJet.com by reviewing frequently asked questions. A relationship-building medium where a company can interact with its customers to better understand their needs and offer them relevant products and offers. EasyJet uses its e-mail newsletter and tailored alerts about special deals to help keep its customers and engage them in a dialogue to understand their needs through completing surveys and polls. 4.2 Consumer matrix Bowman and Faulkner (1997) were also mentioned that the consumer matrix details that customers have with regard to the service or product offered to them and the prices charged. When used this theory to apply in EasyJet, can guestimate the general perception generated by the market. EasyJets flights was offer the value to consumer as gained the benefits from the online or telephone transaction relative to price appear favourable in comparison to another competitors. In the view of heterogeneous, according to the demands for the service, indicated that, one service meets all demands might be let it to the wrong competitive strategy. More consumers were demand the low cost alternative and price sensitive with the airline segment. EasyJet was in order to attain sustainable competitive advantage by the customer matrix price strategy. 4.3 Marketplace channel structures Channel structures describe the way a manufacturer or selling organization delivers products and services to its customer. The distribution channel will consist of one or more intermediaries such as wholesalers and retailers. The relationship between a company and its channel partners shown in below figure can be dramatically altered by the opportunities afforded by the internet. This occurs because the internet offers a means of bypassed some of the channel partners. This process is known as disintermediation or cutting out the middleman. Benjamin and Weigand (1995) calculated that, using the sale of quality shirts as an example, it was possible to make cost saving of 28 per cent in the case of (b) and 62 per cent for case for (c). Some of these cost savings can be passed on to the customer in the form of cost reductions. 4.4 6 Is of eMarketing In this section, I used the McDonald and Wilson (1999) as the 6 Is of eMarketing to summarised the differences between the new media and traditional media. The 6 Is are useful since they highlight factors that apply to practical aspects of internet marketing such as personalization, direct response and marketing search, but also strategic issues of industry restructuring and integrated channel communications. The 6 Is are Interactivity, Intelligence, Individualization, Integration, Industry restructuring and Independence of location. But in this case, I only focus one of the factors Integration, for used by this theory. The Internet provides further scope for integrated marketing communications. Below figure show how it is just one of many different media channels. When assessed the success of a web site, the role of the internet in communicating with customers and other partners can best be considered from two perspectives. The EasyJet web site can be used as a direct response tool enabled customers to respond to offers and promotions publicized in other media. The web site can also have a direct response or call back facility built into it. The internet can be used to support the buying decision even if the purchase does not occur via the web site. Customer information delivered on the web site must be integrated with other databases of customer and order information such as those accessed via staff in the call centre to provide what Seybold (1999) calls a 360 degree view of the customer. The internet can be used to support customer service. In EasyJet, who received over half their orders electronically, encourage users to check a list of frequently asked questions compiled from previous customer enquiries before contacting customer support via phone. 4.5 Marketing Mix The marketing mix the 4 Ps of Product, Price and Promotion originally proposed by McCarthy (1960) is used as an essential part of implemented marketing strategy by many practitioners. Price Baker et al. (2001) have mentioned that the price element of the marketing mix refers to an organizations pricing policies which are used to define pricing models and, of course, to set prices for products and service. In EasyJet case, low price is a key element of the brand. Used differential pricing, booking in advance makes a ticket less expensive and off-peak travelling. Additional, can get the discounts for tickets though online booking. Product There are many alternatives for barying the prosuct when a EasyJat was developed its onoine strategy. The EasyJet website also has car hire, hotel booking services and links to other EasyGroup website. It also provided point to point services. Place Allen and Fjermestand (2001) were discovered that that the internet has the greatest implications for place in the marketing mix since the internet has a global reach. Internet booking system and open a telephone reservation system were the new channel structures for book the tickets. Promotion Specification of the promotion was usually part of a communications strategy. EasyJet highlights its a number one position among Europes low cost carriers. Printed in bright orange telephone booking number and website link on the side of its aircraft. 4.6 Competitive Strategy Michael (1980) has described three general types of strategies that are usually used by organisation. There are cost leadership, differentiation strategy and market segmentation strategy. But in EasyJets case, only two basic of competitive advantage was used: cost leadership and differentiation. Cost leadership Michaels theory was also adopted a cost leadership strategy which is describe to consumers via the cheap fares offered online. However, Easyjet provided technology advantages in terms of cost reductions, its competitors have followed and created websites of their own, provided extremely competitive rates for EasyJets customers. Consequently, another competitor needs to accommodate EasyJets strategies for retain competitive advantage. Differentiation strategy EasyJet had made prominence attempts to make their product pop out from its low cost airline competitors. McDaniel (2000) mentioned that a product differentiation feature acts as competitive advantage was no longer alive. Also, EasyJet was generally the trend-setter for differentiation its market. Shiv and Alfred (2001) was discovered a matrix for classifies and identifies types of competitive positioning. EasyJet provided differentiation service of many routes to major airports such as Gatwick airport which shifts the focus to high produce traffic while abnegate economic and operative advantages of secondary airports. For the merchandise differentiation, EasyJet provide more variables such as have self check in kiosks, unrestricted baggage restraints, easy of use for the website and booking of tickets, these features of differentiation can helps the customers to enhance their purchase power with EasyJet. Figure 8 Michael (1980) Generic Strategies adopted in EasyJet Chapter 5 Implementation 5.1 How is the management creating new core and extended value for customer? EasyJet have the three main components to create new core and extended value for customer, the first was provide the number one safety airline, the second was build up a number one air transport network, and the last was enhance easyjet.com. Provide the number one safety airline: In 2009, EasyJet saw the introduction of a new Safety Management System (SMS), its provided a framework for safety compliance and manage the two pillars of safety performance at EasyJet. With active support by the European Aviation Safety Agencys European Commercial Aviation Safety team, the Safety Management System was a continuous improvement process. Build Europes number one air transport network: Slot management: EasyJet thinks departure time was very important to all customers, both of business trips and weekend breaks. Different from other competitors, who used smaller, much less convenient airports, and more remote, over 90 per cent of EasyJet aircraft operate into and out of congested airports. At these busy business and facilities, where slots were at a premium, EasyJet work hard to build up their portfolio across Europe. The slot management team has expertise and considerable capability, with over 60 years of extensive contacts and combined experience at European airports. Base Management: Overnight stops can create unnecessary costs. EasyJet were located aircraft and crew by managing the bases, they were able to maximise revenue and improve efficiency. Constantly under review the base location. For example, since 2006, EasyJet increased the number of aircraft based in Italy and France. Such as Luton, they also reduced capacity at under performing bases. Enhance easyjet.com Easyjet.com was the most visited airline site in UK. The web site was EasyJets primary distribution channel and they rebuild and refresh it in 2008. EasyJet also consulted with their customers, identify what was like and dislike about the existing site, and also looked at main pages, both outside and inside the travel sector. The website was built on a scalable platform and more robust and was even easier to use. 5.2 How is the management balancing their online and offline promotion methods? Efraim (2008) mentioned that, in a click and mortar business, the allocation of resources between offline and online activities can create difficulties. Especially in sell side projects, the two activities can be viewed as competitors. In this case, personnel in charge of offline and online activities may behave as competitors. This conflict may cause problems when the offline side needs to handle the logistics of the online side or when prices need to be determined. Corporate culture, the ability of top management to introduce change properly, and the use of innovative process that support collaboration will all Pricing Strategy Traditional methods for determining price are the cost-plus and competitor models. Cost-plus means adding up all the costs involved material, labour, rent, overhead, and so forth and adding a percentage mark-up as profit. The competitor model determines price based on what competitors are charging for similar products in the marketplace. Pricing products and services for online sales changes these pricing strategies in subtle ways: Price comparison is easier: In traditional markets, either the buyer or, more often, the seller has more information than the other party, and this situation is exploited in determining a products price. By facilitating price comparison, the EasyJets internet booking system helps created what economists call a perfect market one in which both the buyer and the sell have ubiquitous and equal access to information, usually in the buyers favour. Online and offline goods are priced differently: In EasyJets pricing strategy, it was difficult for click and mortar company. Setting prices lower then those offered by the off-line business may lead to internal conflict, whereas setting prices at the same level will hurt competitiveness. Differentiated pricing can be a pricing strategy: For decades, EasyJet have maximized revenues with yield management charging different price for the same product. EasyJet is in the B2C marketplace, one-on-one marketing can extend yield management from a class of customer to individual customers. Bockstedt el al. (2005) also mentioned that, versioning is selling the same good but with different selection and delivery characteristics, is especially effective is selling digitized goods. Last minute deals: I attention that, in practice, last minute deals were sometimes offered, often at very low prices. If the airline decides to launch in such offers, either via a reseller or directly, it can set a new price that will allured the lower end of the tourist segment that didnt purchase tickets. Last minute deals were always made very close to the actual flight time. The overall impact of these changes is good news for the consumer. Internet technologies tend to provide consumers with easier access to pricing information, which increases their bargaining power. To remain competitive and profitable, sellers will have to adopt smarter pricing strategies. Specifically, business will have to look at ways of using the internet to optimize prices, primarily through greater precision in setting prices, more adaptability in changing prices, and new ways of customer segmentation for differentiated pricing. 5.3 What impact is the implementation of strategy having upon the performance of the business? To improve results for any aspect of any business, performance management is vital. The process and systems intended to monitor and improve the performance of an organization and specific management activities such as internet marketing are widely known as performance management systems and are based on the study of performance measurement systems. 5.3.1 Defining the performance metrics framework: Kotler (1997) mentioned that measurement for assess the effectiveness of internet marketing also be related to different levels of marketing control. These include strategic control, profitability control, annual plan control and efficiency control. Efficiency measures are more concerned with minimizing the costs of online marketing while maximizing the returns for different areas of focus such as acquiring visitors to a web site, converting visitors to outcome or achieving repeat business. Chaffey (2000) presents a framework of measures which can be applied to range of different companies. Metrics for the categories are generated as objectives from internet marketing planning which then need to be monitored to assess the success of strategy and its implementation. Objectives can be devised in a top down fashion, starting with strategic objectives for business contribution and marketing outcomes leading to tactical objectives for customer satisfaction, behaviour and site promotion. An alternative perspective is bottom up success in achieving objectives for site promotion, on site customer behaviour and customer satisfaction lead sequentially to achieving objectives for marketing outcomes and business contribution. Business contribution A contribution to business profitability is always the ultimate aim of e-commerce. To assess this, leading companies set an internet contribution target of achieving a certain proportion of sales via the channel. When EasyJet (www.easyjet.com) launched its e-commerce facility in 1998, it set an internet contribution target of 30 per cent by 2000. They put the resources and communications plan in place to achieve this and their target was reached in 1999. Assessing contribution is more difficult for a company that can not sell products online, but the role of the internet in influencing purchase should be assessed. Discounted cash flow techniques are used to assess the rate of return over time. Service contribution from e-channels should also be assessed. 5.3.2 Tools and techniques for collecting metric and summarizing results Techniques to collect metrics include the collection of site visitor activity data such as that collected from site log files, the collection of metrics about outcomes such as online sales or email enquiries and traditional marketing research techniques such as questionnaires and focus groups which collect information on the customers experience on the web site. I start by describing methods for collecting site visitor activity and then review more traditional techniques of market research which assess the customer experience. EasyJet was used customer relationship management CRM software to enhance its online booking server and reduce operational costs. Tony (2006) mentioned that CRM was specifically about gather customers information to provide their own customer service through the web. The CRM system was centralised all the data and information and allows innovations in customer service to be deployed and tested. An email marketing automation tool and a pilot voice self service solution is also can provide and enhanced levels of customer support with EasyJet. The CRM service system module was enabled the 1.5 million people who visit the EasyJet website each week, it can recorded end-to-end transactions while they are online, without any interposition from customer service agents. It responds to keyword searches and natural language text, have 90 per cent of customers were resolving queries by used this solution. Chapter 6 Legal and ethical issues Plamer (2005) mentioned that business ethics defines how a company integrates the core values of honesty, trust, respect, and fairness into its policies and practices and complies with legal standards and regulations. The scope of business ethics has expanded to encompass a companys actions with regard not only to how it treats employees and obeys laws but to the nature and quality of the relationships with shareholders, customers, business partners, suppliers, the community, environment, and future generations. European companies especially have embraced this expanded definition of ethics. Because of the worldwide scope and universal accessibility of the internet, there are serious questions as to which ethical rules and laws apply. These questions involve an appreciation of the law that is constantly changing. Lawsuits and criminal charges are very disruptive, expensive, and may damage customer relations. The best strategy is to avoid behaviours that expose the company to these types of risk. 6.1 e-Commerce ethical issues Two additional e-commerce related ethical issues are non work related use of the internet and codes of ethics. Non work related use of the internet EasyJet had a policy to avoid the employees used email and the web for non work related purposes. The use of company property for email and inter use creates risk. The degree of risk depends on the extent to which the company has implemented policies and procedure to prevent and detect illegal uses. EasyJet was also held liable for their employees use of email to harass another employee, participate in illegal gambling, or distribute child pornography. Some employees may use the company email to advertise their own business. Used other corporate computing facilities for private purposes may be a problem. Codes of ethics Volonino and Robinson (2004) were discovered that a practical and necessary approach to limit non work related internet surfing is an internet Acceptable Use Policy (AUP) that all employees must agree to. Without a formal AUP, it was much more difficult to enforce acceptable and eliminate unacceptable behaviours and punish violators. Whenever a user signs on to the corporate network, the user should see a reminder of the AUP and be notified that online activates are monitored. Such notification should be a part of a code of ethics. EasyJet have some corporate web policy guidelines, such as issue written AUP guidelines about employee use of the internet and commu

Jewish religion Essay

Judaism is the Jewish religion. It is one of the oldest of the great world religions, and is the mother religion of both Christianity and Islam. Judaism was not founded by one towering personality, as were most other religions. Abraham and Moses are not regarded as founders. Abraham was the â€Å"father of the Hebrew people† and Moses was the â€Å"law-giver†. With the destruction of Solomon’s temple at Jerusalem in 586 B. C. began the scattering of the Hebrews over many lands. From then on Judaism developed as a religion without the priestly class of the ancient temple. Moreover, Judaism is one of the oldest beliefs that are still observed and practiced up to the present and considered as one of the first recorded â€Å"monotheistic† faiths. The Jewish’s values and history are the main part of the foundation of different Abrahamic religions like Christianity, Islam, Samaritanism and the Baha’i Faith. In 2006, Judaism’s devotees are approximately 14 million that makes Judaism faith as the eleventh-biggest organized religion globally. Unlike with other religions, Judaism is totally distinct in such a way that its â€Å"central authority is not vested in any person or group† but it abides in its writings and traditions. This would mean that Judaism religion does not have a head or a leader that oversees them but they rather obey what is written in its writings and traditions. Moreover, the Judaism church is continually bound to a number of religious practices and beliefs, specifically its belief that there is one, omnipotent, omni benevolent, transcended omniscient God who made the heavens and the earth and continually have its control over mankind. The conventional Jewish belief stated that the God who made the universe had made a covenant with the Jewish people only and gave his laws and commandments through Torah. Judaism‘s belief and practices are focused on these laws and commandments (see Asheri, Michael. Living Jewish: the Lore and law of the Practicing Jew, 1999). According to Jewish law, anyone who has a Jewish mother counts as a Jew, even if he or she is not religious. Many Jews do, however, actively follow the religious practices of Judaism. Judaism is one of the world’s oldest religions, beginning some 3,500 years ago in the Middle East. Today, there are about 18 million Jews. They live all over the world, but mostly in the United States, Europe and Israel. There are many different groups of Jews with different ways of practicing their faith. The main groups are Orthodox, Reform and Conservative Jews (see Jacobs, Louis. The Book of Jewish Belief (Behrman House, 2000). The intents of this paper are to: (1) know what Judaism is and how it started; and (2) to compare Judaism to Christianity. II. Background According to the Jewish holy books, the first Jew was a man called Abraham, who is known as the father of the Jewish people. He was the leader of a group of nomadic people, called the Hebrews. At that time, the Hebrews worshipped many different gods. Abraham taught his people that there is only one God and that they should worship only him. Jews believe that God made a covenant, or agreement, with Abraham. If Abraham and his people worshipped God and lived good and just lives, God would look after them and give them a land of their own to live in. This was the Promised Land of Canaan (see Shenker, Israel. Coat of many Colors: Pages from Jewish Life (Doubleday, 2001). The Jews settled in Canaan but centuries later, famine forced their descendants to move to Egypt in search of food. They worked for the Egyptians but were treated like slaves and their lives were extremely miserable. God remembered his promise to Abraham and sent a man called Moses to lead the Jews to freedom. Several times, Moses asked the Pharaoh to let the Jews go, but each time he refused. Only after God sent ten terrible plagues to Egypt did the Pharaoh change his mind. Moses led the Jews out of Egypt and into the desert. After 40 years of wandering, God guided the Jews back to the Promised Land (see Prager, Dennis, and Joseph Telushkin. Nine Questions People Ask About Judaism (Simon & Schuster, 1999). The Jewish scriptures are called the Tenakh. They are divided into three parts—the Torah (5 Books of Teaching), the Nevi’im (21 Books of the Prophets) and the Ketuvim (13 Books of Writings). The initials of the three parts—T, N and K—give the word Tenakh. For Jews, the Torah is the most important part of their scriptures because it contains the rules that teach Jews how to live their lives. These are the teachings that God gave to Moses on Mount Sinai during the Jews’ journey through the desert. They are summed up by ten rules, or commandments (see Musaph-Andriesse, R. G. From Torah to Kabbalah: a Basic Introduction to the Writings of Judaism (Oxford University, 1998).