Stakeholders in Coca-cola | International Business

Stakeholders in Coca-cola | International Business COCA-COLA Introduction: Coca-cola is the most familiar product in the world, and is one of the largest selling soft drink from the past. Coca-cola was invented on 8th may 1886 by Dr John Stith Pemberton in Georgia and the brand was owned in 1889 by Asa Candler who had made most of his money by selling coca cola. Coca-cola was introduced as a soda fountain beverage in the beginning-made by mixing coca-cola syrup with carbonate water at Jacobs pharmacy, Atlanta. At present Coca-cola provides about 400 brands in over nearly 200 countries that make coca-cola the worlds largest beverage company. In a survey of 2001 coca-cola was the 41st on the list of the 100 strongest economic entities. There are some coca-cola brands given below: Coca-cola zero Diet coke Sprite Fanta Minute maid Schweppes Five alive Oasis Roses Kia ora and etc Reason for choosing coca-cola: The Coca-Cola Company is one of the successful organizations in all over the world. The Coca-Cola Company has survived and grown day by day in an instable market because of its marketing power, innovation and productivity. In recent years coca-cola becomes a part of human body. The Coca-Cola Company and more than 300 worldwide bottling partners work together as the Coca-Cola system to deliver daily refreshment and drive their global success. Coca-cola has live positively commitment attitude to make a positive difference in the world by redesigning the way they work and live so sustainability is a part of everything they do. The coca-cola follows a responsible marketing technique (The coca-colas â€Å"advertising and marketing to children policy† is for children who are under the age of 12 to prevent the drinking of coca-cola products outside the presence of their parents or caregivers). The Coca-Cola Company focused on strategic workplace program, which helps in assurance of s uccess. Stakeholders: A stakeholder is that person, group or organization who has direct or indirect stake in a company or organization, and can affect or affected by the organizations policies, actions or objectives. In a business or organization there are two types of stakeholders, which are internal and external. Major stakeholders of coca-cola: Employees: employees are major stakeholders of an organization. Mission statement and its roles: a mission is a strategy that has to do with full of efforts to achieve a vision by an organization. A mission statement should give an overall goal, define what the organization is, stated clearly, guide the actions, to the point, easy to understand and provide a sense of direction for an organization. By mission statement it is easy to understand the purpose of an organization to shareholders and investors, who are going to invest in that organization. A mission statement is planned to make sure that all the stakeholders are clear on the purpose of the company, so everyone can pay their attention on same goals. A mission statement of an organization tells the reader about the organization that what it stands for. Mission of coca-cola: the first step of coca-cola starts with its mission. In mission statement coca-cola company declares its purpose as: To inspire moment of happiness and optimism To create value and make a difference To refresh the world In this mission statement coca-cola is clear about its purpose that what it stands for, what is the main aim, what it aspires to be, give its overall goal. The stakeholders can easily understand the mission of coca-cola and can work with passion to achieve its vision. Vision statement and its roles: a vision is a broad image of the future that what the future should be, and the statement is focused on tomorrow. The vision statement has details of an organizations future, inspiration of organization, future plans, aims and objectives. Vision statement should be clear, positive and inspirational, not too long. Vision statement just gives a direction for a business planning it does not tell how to get there, but it captures passion. Writing a vision statement it is a very important task and needs much time, positive approach, knowledge about services and technology, future plans, input from other peoples, and combination of all important words in one short paragraph. Vision statement of coca-cola: the vision of coca-cola guides every aspect of business by describing the needs to achieve quality growth. The vision statement of coca-cola is: People: be a great place to work where people are inspired to be the best they can be. Partners: nurture a winning network of customers and suppliers, together we create mutual, enduring values. Planet: be a responsible citizen that makes a difference by helping build and support sustainable communities. Portfolio: bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs. Productivity: be a highly effective, lean and fast moving organization. Profit: maximize long-term return to shareowners while being mindful of our overall responsibilities. In this vision statement coca-cola company shows the image of what they want to do in future, and where they want to see them for a long-time. Over many years coca-cola focused on the vision that helps them to deliver on their focus. Culture: The thing that makes a society different from others is called culture, which describes experiences, attitude, values and beliefs of an organization. In an organization a set of symbols and signs that the organization is recognized by is a culture. Culture is a social interaction, and it is an important thing in success and failure of an organization. An organizations culture is a standard behavior that the member of organization should use to achieve the goals. Coca-colas culture: coca-cola has a unique culture, which is based on passion and the member of the company has the ability to change this passion into action. Coca-colas winning culture defines the attitudes and behaviors that will be required to them to make their vision a reality. Culture Values of coca-cola: Leadership: the courage to shape a better future Innovation: imagine, delight, create and seek Collaboration: leverage collective genius Integrity: be real Accountability: if it is to be, its up to me Quality: what we do, we do well Diversity: as inclusive as our brands Passion: committed in heart and mind Ethics of coca-cola: Act with integrity Be honest Follow the law Comply with the code Be accountable

Lipton Marketing Plan Essay

Unilever The Unilever Group is one of the world’s leading suppliers of fast-moving consumer goods. Besides having a significant global presence, Their Lipton brand is a leader in the international market. This report contains and explains the major variable components, which are essential in the process of marketing. It will give an in depth analysis of the tea market. It will also give a comprehensible picture of the internal and the external factors involved that encircle the Tea Product. Lipton Herbal Tea Ingredients Holy Thistle –has been used medicinally for over 2000 years, most commonly for the treatment of liver problems by supporting it in the release of toxins. It has been highly regarded for therapeutic uses and was cultivated throughout Europe. Holy thistle products are still popular in Europe and the United States for various types of liver disease. Holy thistle is believed to have great power in the purification and circulation of the blood. Persimmon –leaves are a good source of important dietary antioxidants, such as vitamin A& C. It has been widely used as a tea in oriental countries. Persimmon leaf is anti-allergic in composition. It is also used topically in some beauty products to help to clarify the skin and eliminate dull and dark areas. Malva Leaf –was considered as a perfect plant in early literatures. In ancient days it was not only valued as a medicine, but was used to decorate the graves of friends. Marshmallow Leaf –has been traditionally used to soothe and support the intestines. Herbs such as Marshmallow are often helpful for symptomatic relief of coughs and irritated throats. Topically, marshmallow is used to soothe and soften irritated skin. Marshmallow leaf is completely non-toxic. Marketing Planning vs. Strategic Planning Developing a marketing strategy involves two steps: (1) Selecting a target market and (2) Developing the best marketing mix (the 4 P’s or 7 P’s) to satisfy this target. Ultimately, the tactics becomes much more specific and provide more precise details about such matters as, say: where should we advertise? When should we run the ads? How will we get distribution in certain types of  stores? Etc. In effect, the tactics describe how to achieve the strategies and how to manage resources that are required to implement the tactics. Companies need to analyze and track what their competitors are doing. It is important to know the strengths, weaknesses, objectives, and strategies of the competition. The marketing plan is an important document used by companies for planning. It is a road map and surveys the business environment, describes problems, threats and opportunities in the industry, contains a marketing strategy, and has financial projections/budgets. We must not confuse a marketing plan with a business plan. A marketing plan is concerned more with strategy whereas a business plan is more concerned with financial information. The primary purpose of a business plan is to raise money from venture capitalists or bankers; the primary purpose of a marketing plan is to provide direction for a company. The marketing plan is an integral part of the business plan. Marketing management constantly have to assess which customers they are trying to reach and how they can design products and services that provide better value (â€Å"competitive advantage†). The main problem with this process is that the â€Å"environment† in which businesses operate is constantly changing. So a business must adapt to reflect changes in the environment and make decisions about how to change the marketing mix in order to succeed. This process of adapting and decision-making is known as marketing planning. On the other hand,  strategic planning  is concerned about the overall direction of the business. It is concerned with marketing, of course. But it also involves decision-making about production and operations, finance, human resource management and other business issues. The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives. Marketing has a key role to play in strategic planning, because it is the job of marketing management to understand and manage the links between the business and the â€Å"environment†. It can help to: †¢Identify sources of competitive advantage †¢Gain commitment to a strategy †¢Inform stakeholders in the business †¢Set objectives and strategies †¢Measure performance Marketing planning is also important since it is often a prerequisite for obtaining funding whether one is a marketer in a large corporation seeking additional money for his or her department or is part of a small start-up company looking for initial funding. Customer-Driven Marketing Strategy There are three processes toward an effective customer driven marketing strategy such as Segmentation Targeting Positioning Segmentation identifies the difference category like as age, location, & religion.- Targeting means product for specific people.- Position means minds of the customer. Lipton’s Neighbouring Segments: Geographic–The market of Lipton is segmented according to geographic criteria such as nations, states, regions, countries, cities, and neighbourhoods. Demographic –Demographic segmentation consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality. Demographic segmentation variables are amongst the most popular bases for segmenting customer groups. This is partly because customer wants are closely linked to variables such as income and age. Psychographic –Through psychographic segmentation Lipton’s consumer are divided according to their lifestyle, personality, values and social class. Lipton’s Target Market: Choosing a targeting strategy depends on company resources, product variability, product’s life cycle stage, market variability, and competitors’ marketing strategies. Lipton has equal benefit for everybody. We will have to focus on the all group of ages. Thus we will use Undifferentiated Marketing (or mass-marketing) where everything about the product is designed to bring all people to Lipton. This is a market coverage  strategy in which a firm decides to ignore market segment differences and go after the one market with one offer. The reason of choosing full market coverage is to be a market leader in future. †¢Geographic Target: Lipton’s geographic customers are of USA, Europe and India but in near future after establishing the product in these areas they will definitely launch their product in the rest of the continents. †¢Demographic Target: All age groups Lower, Middle, and High income class †¢Psychographic Target: Higher-Middle class Middle class Lower-Middle class †¢Current Market Trend: Market trend is now headed toward a more sophisticated and aware customer. The preference for high-quality product is increasing as customers are learning to appreciate the qualitative differences. Lipton’s Positioning: Lipton tea has been positioned in the market as â€Å"great tasting and good for consumers† because it is rich in protective antioxidants (Unilever 2007).It is globally promoted as â€Å"the perfect drink for active, healthy lifestyle† (Unilever 2007). The following flavours of herbal tea are currently available: †¢Herbal tea with Lemon – Herbal tea with a twist of citrus flavour †¢Herbal tea with Raspberry – Herbal tea with raspberry flavour †¢Herbal tea with peach – Herbal tea with peach flavor Consumer welfare and sustainable development have been the main driving factors behind the packaging and marketing of Lipton Herbal Tea till now. Therefore, in order to meet the diverse tastes of consumers all over the world, Lipton is continually adding new flavours in the product. These attributes are allowing the organisation to develop and expand its niche at a fast pace in the global arena. Furthermore, Unilever has a strong presence in the developing and emerging markets yet there is plenty of ‘white space’ to move into. These markets are the next in our planned rollout. SWOT Analysis (Business Portfolio Analysis): When the situation is viewed in terms of SWOT analysis, the following can be highlighted: STRENGTHS: †¢Strong Financial Backup: Lipton Unilever has been established as a group by five investors who are also its board of directors; providing Lipton Unilever with strong financial assistance. †¢Emphasis on Quality: The Company manages to provide improved & innovative products to the consumers through research and development. Lipton Unilever is established with the primary concern for uncompromised quality in mind and all of their products are perceived by the consumers as the best in business with respect to quality. They maintain their high quality standards by importing professional expertise and technology from developed nations. †¢Encouragement to innovativeness: The Company has a very aggressive strategy when dealing with developing new products, i.e. they are ready to take risks and come out with products that have unique differential advantages and are unavailable in the market. †¢In-house research facility: Lipton Unilever has an in-house research facility, where market research can be done about consumer preferences and our competitors; the information is very useful to top level managers for decision making. WEAKNESSES: †¢High Price: Since the cost of production of most of their products is high because of various factors (imported ingredients, technology, quality and maintenance etc), they charge high prices for the items they produce. †¢Inexperience in the Tea market: Although Unilever comprises of highly professional people and a strong marketing strategy; they are still considered new entrants in the tea market. OPPORTUNITIES: †¢High Growth Rate: Tea industry has high growth potential in line with high rates of population. †¢Brand Equity: There is strong possibility to establish brand equity by creating awareness in untapped segments of the market. †¢Increasing concern for health: Since the media explosion from the mid-90s, people have convenient access to information. Hence, people are being educated about the concern and need for health awareness and therefore have adopted increasing concern for their health and appearance. THREATS: †¢Rivalry firm: The tea industry facilitates a lot of competition from market leaders like Royal. Their longer existence in the market has given them an established consumer base and loyalty and has provided them with the experience that Lipton Unilever lacks. †¢Economic Factors: Increase in government tariffs, import duties and political situation of the country i.e. economic instability could be a threat to Lipton’s product. An Integrated Marketing Program The Marketplace and Customer Needs and Wants: Global Tea Market: The tea industry is about 170 years old. It occupies an important place and plays a very useful part in the global economy. Tea plantations are mainly located in rural hills and backward areas. The major competitive countries in tea in the world are India, Sri Lanka, Kenya, China and Indonesia. China is the major producer of herbal tea while Sri Lanka and Indonesia are producing mainly orthodox varieties of tea. Kenya is basically a CTC (Crush, Tear, and Curl) tea producing country. India is facing competition from Sri Lanka and Indonesia with regard to export of orthodox teas and from China with regard to herbal tea export. Above Line graph clearly indicates that till 1991 Tea consumption grew at the phenomenon rate of 32.2% where as in recent past few years the average rate of consumption growth is 0.7%. Tea being the only beverage which is consumed at the largest following Water hence there is no trouble to global tea market future with growing population. Customer Needs and Wants: The health related issues are increasing day by day due to the lifestyle and inclination of the generation towards fast food or junk food which is generally responsible for health hazards. Unilever’s research shows that majority of the people have developed health consciousness. This is mainly due to the various health programs being broadcasted on television as well as a variety of articles being published in magazines and digests. Lately trends show that people have started reverting back to the natural means of maintaining health. Natural means ensure high nutrition as well as health enhancement. Moreover nowadays more and more people are getting literate and educated. The education in turn brings awareness in the people and they understand what  do’s and don’ts. There is class of people who are very health cautious and most of them fall under high class societies. Since it is difficult to change the lifestyle of people all of sudden; people look for better product which can keep them healthy and offer resistance or meditate their health for long life and better health. We must keep in mind that tea is hot beverage consumed by people all over the world at highest after water. So it is a great idea if tea can prove as tea as well as medicine and offer better health & immunization as it is consumed twice to thrice a day. If tea can provide health benefits it will be surely welcomed by the class of health conscious people. Furthermore, A few recent studies suggest that the health benefits would drive the performance of Lipton herbal tea across the globe (Winslow 2006). Consumers generally perceive tea consumption to be a healthy activity and are more likely to consume herbal tea rather than other soda based drinks. Therefore, the 100 percent Natural Tea and 150 mg of protective natural antioxidants has made Lipton tea a major participant in the gl obal tea market. Integrated Marketing Plan for Lipton: Our Marketing Objective: †¢To offer consumer best health advantage through Lipton Tea. †¢To establish Lipton as market leader in herbal tea industry. †¢To enable Lipton Tea to satisfy, fulfill the consumer’s personality & lifestyle. †¢To increase Lipton Tea’s popularity as an icon in Herbal Tea product. In order to achieve our objectives we will use following strategies while developing our marketing mix. Value Based Pricing We will set our product price, based on the benefits it provides to consumers. Because our offer is unique and highly valuable features are better positioned to take advantage of value-based pricing. Multi-Channel (Hybrid) Distribution Systems We can utilize more than one distribution design by following a multi-channel or hybrid distribution system. As Example, we may use a direct retail system by selling Lipton Tea in company-owned stores, and through a direct  marketing system by selling via direct dispatch, and through a single-party selling system by selling through grocery stores. This approach will allow us to reach a wider market; however, we must be careful with this approach otherwise channel conflicts will arise. Promotion Mix (Integrated Marketing Communications) In order to deliver a clear, consistent, and compelling message about Lipton and its product we will use; Advertising as it will allow us to reach many buyers and repeat message many times; Sales Promotion since it provides wide variety of tools and rewards quick response; Public Relations because it is very believable and will dramatize Lipton and its product. Marketing Mix of Lipton Tea: †¢Product –Lipton Tea will be a high quality product offered as specially blended herbs tea. Contents of the Lipton Tea will be:40 bags, 80 bags, 150 bags, 250 bags (Family pack)The amount of bags refers to different target groups.40 bags for singles, 80 bags for couples,150 bags and 250 bags are Family Packs. (250 bags is most famous nowadays) Packaging: Customer perception of a package creates brand equity and purchaser loyalty. The image presented by the package largely determines success or failure of a tea line. Appearance stimulates memories and emotions inside the purchaser, who often times is female, often buying for an entire family. Thus colour, image and slogan of Lipton must all combine to facilitate customer allegiance. Before coming to this idea we had to systematically search for new product ideas through analysing our internal sources, customers, competitors, distributors, and suppliers. Afterward we marked the best idea and dropped poor ones by examining the market size, product price, development time and costs, manufacturing costs, and rate of return. †¢Place –High quality tea for a reasonable price will be bought from Assam & Darjeeling (India) and will then be blended and packed in the Lipton factory. Then we may open up company-owned stores to start a direct retail system to sell Lipton Tea. We can even sell Lipton tea directly to the end  consumers by sending direct dispatch from factory. At the same time the final product will be distributed to authorized dealers and retailers such as supermarkets and main tea shops so the end consumer has easy access to it. Place in supermarket: On the middle and lower levels of self. The Lipton Tea will be placed according to the content of tea bags. †¢Price Prices for the tea will be as the following: – Price of $18 for regular sized pack -Price may be increased to reflect quality Reasons for pricing policy: Lipton Tea will be competing against the main player on the Herbal Tea Market Royal Tea by setting a higher price but offering more value for it. Various promotion activities, giveaways and advertising on radio and television will help to establish the brand and gain market shares. †¢Promotion – The promotion is the most important point to launch our products because we want to be able to compete with our biggest competitor. We must focus on this point because the people like to purchase bargains or buy products that offer free gifts. Other brands do not offer as many promotion and free gifts. This is why it is important to focus especially on the Promotion activities of the marketing mix. We are going to set up original events in order to attract new customers and consumers of other tea brands. Our objectives: -Develop awareness -Generate traffic -Build loyal customer base In order to achieve above mentioned we will pursue the following: – Stand in the supermarkets: we want to set up a stand in the supermarket in order to make tasting to the supermarket’s clients. The stand should be placed between the fresh food and the food with the aim  to attract all the consumers. The stand should represent the brand with the colour of the company, the logo, the environment of Lipton. For example, the stand could be coloured with a combination of red and yellow. Moreover, the hostesses can give some presents to the children like, balloons with the logo of the brand and pens with the logo. Also, during the launch of our product (one week), all the customers at the supermarket will receive a sample of â€Å"Lipton Tea† for free at the cashiers including a voucher which explains the game to win a trip to London. Promotional offers during the year: If a client buys a box of 150 bags, he will get a free coupon a spoon or a little kettle. In addition, during first two months, we can organize a game: when you buy Lipton, you win some points and with certain numerous of points, you can get a present which represents the brand image. Promotional event for Lipton Tea launching: During one weekend in a big city we will organize a big event. In the street, there will be hostesses with special clothes who will distribute samples and cups with tea to offer the product to passer-by. After the show, they will hand out flyers the people can fill in so as to win the weekend trip to London. At the end of the event, there will be a drawing of lots. The winner will receive the present(tea boxes) via post way. Furthermore, in the street there will be a lot of decoration of the brand image. Advertisement: At the beginning, the strategy is to focus on the Internet, the radio and on daily newspaper to reach a lot of customers. These media are noticed by a large target group which will help the firm to be known. After six months or one y ear, we will begin a campaign on television, in magazines and on airports. Building Profitable Relationship and Creating Customer Delight Customer Relationship Management: Customer relationship management (CRM) refers to building one-to-one relationships with customers that can drive value for the firm. The continuing evolution of CM is made possible by understanding the interactive relationships that develop between firms and customers and among customers themselves. Lipton will increasingly be able to customize marketing messages  to larger target audiences on the basis of the customer’s expected response and the customer’s value to the firm. By following the CRM strategies discussed here, firms can reduce overall marketing costs, increase overall customer response rates, and, most importantly, increase overall customer and firm profitability. For example: Lipton’s marketing plan has data on markets, prospects, and lists. This is also supported through a third party vendor. But marketing needs to drive generated leads to Sales for follow up. Thus, the marketing department also could use feedback from service and sales about what campaigns are working. Customer Service has excellent customer feedback, but it’s not looping back into marketing department. This is the type of data that can act as the foundation for upcoming marketing campaigns. Customer Service can also provide sales representative important product information or specific account issues that would be invaluable for sales to have before they call on an account. Finally, Customer Service can be used for cross sell and up sell opportunities. The key is to have all your customer information integrated. This provides each department with a 360-degree view of the customer, and ensures that the data is current and complete. Lipton’s CRM applications will also enable companies to interact with customers throughout multiple channels including the Web, phone, fax, direct mail, e-mail, and in person or through partners. Partner Relationship Management: Partner Relationship Management is a used to describe the methodology and strategies for improving communications and relationships between companies and their channel partners. These solutions include key features for selling, commission, opportunity, marketing campaigns, inventory access, and other features designed to facilitate the relationship between manufacturers and their channel partners. Partner relationship management can take a number of different forms. In some cases, delivery of a product is needed during specific times of the day. For example, in Lipton’s shipping and receiving departments, suppliers must deliver within a certain time frame. In the busiest of locations, that window could be as little as 30 minutes.  When traveling across a large geographic region, that can be a hard target to hit. Using software and other communication tools often provided through a partner relationship management strategy, suppliers, shippers and the end users can keep incons tant contact with each other. This means the end user will be able to know where each item is each step in the process and when to expect it. Depending on the situation, this may allow Lipton’s factory to adjust production so that the entire operation does not shut due to supply concerns. Partner relationship management is also important for a manufacturer and reseller or retailer. Software allows the producer to understand when a certain product is in demand and allows that producer to adjust his processes likewise. Without this benefit, Lipton would need to wait for an order from the retailer or reseller. That could delay the process and thus allow both sides to miss out on valuable sales. In addition to communication, partner relationship management can also provide services in other areas. For example, it may include a partner loyalty component, which will provide a benefit to both companies. As those relationships are solidified, it will provide a good customer base on which both can depend. Capturing Value from Customers to Create Profit and Customer Equity The first four steps in the marketing process involve building customer relationships. The final step involves capturing value in return. 1) By creating superior customer value, the Lipton herbal tea creates highly satisfied customers who stay loyal and buy more. 2) By Creating Customer Loyalty and Retention 3) The aim of customer relationship management is to create not just customer satisfaction, but customer delight. 4) This means that companies must aim high in building customer relationships. 5) Customer delight creates an emotional relationship with a product or service, not just a rational preference. 6) Lipton herbal tea is realizing that losing a customer means losing more than a single sale. It means losing customer lifetime value. 7) Growing Share of Customer 8) Share of customer is defined as the share the company gets of customers purchasing in their product categories. (Thus, banks want to increase â€Å"share  of wallet.†) Building Customer Equity Unilever want not only to create profitable customers, but to â€Å"own† them for life, capture their customer lifetime value, and earn a greater share of their purchases. Customer Equity in Lipton Tea Marketing consists of actions taken to build and maintain desirable exchange relationships with target audience involving a product, service, idea, or other objects. Customer equity is the total combined customer lifetime values of all of the company’s current and potential customers. Clearly, the more loyal the firm’s profitable customers, the higher the firm’s customer equity. Customer equity may be a better measure of a firm’s performance than current sales or market share. Building the Right Relationships with the Right Customers Not all customers, not even all loyal customers, are good investments. â€Å"Strangers† show low potential profitability and little projected loyalty. The relationship management strategy for these customers is simple: Don’t invest anything in them. â€Å"Butterflies† are potentially profitable but not loyal. The company should use promotional blitzes to attract them, create satisfying and profitable transactions with them, and then cease investing in them until the next time around. â€Å"True friends† are both profitable and loyal. There is a strong fit between their needs and the company’s offerings. The firm wants to make continuous relationship investments to delight these customers and retain and grow them. â€Å"Barnacles† are highly loyal but not very profitable. There is a limited fit between their needs and the company’s offerings. Important point: Different types of customer require different relationship management strategies. The goal is to build the right relationships with the right customers. Factors Affecting the Effective Implementation of the Marketing Plan Human Resources Capabilities: The people working in this organization are the  key to achieving effective implementation of those strategic plans. Staffing competent employees involves recruiting, training and retaining a capable and adaptable workforce. Knowledgeable, dependable and versatile employees have the ability to overcome the obstacles to change, and can meet performance goals even when other resources are scarce. If all of the other elements listed in this article are present, but the workforce does not meet these criteria, then achieving those objectives may be nearly impossible. Favourable Environment: We have to Rethink existing policies and procedures, and make any changes necessary to facilitate the changes resulting from our strategic initiatives. We may find that certain aspects of our existing operational framework can actually impede strategy implementation, and that certain areas may stand out as being lacking in policy guidance in light of our new strategic goals. Technological Infrastructure: Technology can give our organization valuable assistance in implementing new policies, procedures and initiatives. Utilize technology to enhance and maintain communication and accountability for all relevant managers and operational employees throughout the change process, and to keep track of implementation and performance goals and their achievement. This may require adding new systems and infrastructure, ensuring that all systems will function reliably, and training all relevant staff to use new systems and programs. Incentive Systems: We must consider altering existing incentive systems to coincide with our new strategic objectives. As an example, if we can alter existing incentive system rewards employees on the basis of tenure, but our new strategic plan calls for a 50 percent increase in service plan sales to reposition our company as a service provider, then consider altering the system to reward employees or teams with high monthly service plan sales numbers .According to â€Å"Crafting and Executing Strategy† by Thompson, Strickland, and Gamble, our employees’ incentive-based goals will always coincide with our organizational objectives. Strong Leadership and Culture: Organizational culture and strong leadership are inseparable. We must encourage and train our management team to be agents of change, with the ability to champion new ideas and coach employees through the change process. Also, use our influence as a leader to reset the tone of our organization to reflect the importance and seriousness of our new strategic plans, and lead by example in terms of flexibility and dedication to change. Capital Resources: All of the internal elements listed in this article require capital to employ. For example, highly skilled workers demand higher wages, technological infrastructure can be costly, and reward systems require capital if material goods are offered. Thus proper budget have to be introduced.

Community Based Participatory Planning As Renovation Policy Environmental Sciences Essay

City of Tehran is enduring from huge dilapidated countries which involve both societal every bit good as physical diminution. This job has been reflected in urban development policies that have been established by authorities governments every bit good as the metropolis counsellors and private stakeholders. To face with this job, Tehran municipality has established a chief redevelopment organisation. During the last decennaries assorted policies has been adapted and implemented by this organisation. The paper would reexamine and analyse these policies and the result of their executions. The policies vary from strictly physical redevelopment of the dilapidated countries which does non requires the engagement of the local occupant in the planning and design procedure and have relied wholly on cardinal determination devising and support. On the manus, participatory planning procedure was promoted and new attacks have been adopted to profit from the bing societal capital and to construct upon the strengths of the occupants and their societal webs to suggest programs and to implement them. Khazaneh is located in southern Tehran, and is the focal point of an existent redevelopment undertaking reported in this paper. Here a participatory planning attack is adapted and new local councils are established to seek occupants ‘ penetrations into the local program and to inform them of the thoughts of contrivers. This has provided a bipartisan planning system, which is embracing both the ends of the cardinal planning system every bit good as the purposes of the local community. Keywords-Tehran, Dilapidated vicinities, Renovation, Participation.IntroductionCities are unrecorded entities that are dynamic and active and are invariably restituting themselves cell by cell. Cities grow bit by bit, during which vicinities are shaped. As dynamic entities, their physical quality and societal position alteration over clip. This dynamic being normally self-repairs itself in both physical and societal sense. However sometimes this natural procedure of determining and reshaping is interrupted or malfunctioned. At such times/places, the natural growing procedures are non equal to keep the quality of life and environment. This malfunction may be due to absolute poorness as in slum status, or due to comparative poorness and inequality which itself causes a barbarous circle. In this state of affairs normally deprived countries take form and as a consequence, dilapidated vicinities go a world of metropoliss. To interrupt this barbarous circle it is required to step in and mend the malfunction of these metropoliss, to be able to make the ego fix and eliminate the bedraggled vicinities. Normally any intercessions to cover with rundown countries of metropoliss in order to heighten quality of life are conducted from top-down, as it is normally conducted by governments with small engagement of occupants. Any intercession without citizen engagement has societal, economical, cultural and political effects that should be considered. One the most of import negative responses is opposition of citizen to any betterment of the vicinity as they do non swear governments.techniques of redevelopmentsIn order to restitute dilapidated vicinities assorted methods can be adopted. Habibi and Maghsoudi ( 2005 ) acknowledge four types of intercessions in the deprived vicinities. Preservation and healthful method: that enhances environmental qualities Preservation and adorning method: that enhance and continue the picturesque and architectural quality of the metropolis, such as continuing ocular corridors and old edifices and making a feasible construction for the vicinities Rebuilding of metropoliss: as it happens after any catastrophes. Man made or natural catastrophes. This method of redevelopment is aimed to retrace national pride. Renovation of bedraggled vicinities can done with any of this methodsDilapidated vicinity in metropolis of TehranTehran, the capital and largest metropolis of Iran is located in southern inclines of Alborz Mountains and is stretched over 40 kilometers to the south towards desert. Teheran is merely 200 old ages old, and merely during the past half century had a rapid population growing and physical enlargement. The metropolis had a really fast growing during both the 2nd Pahlavi rein and particularly the past one-fourth century after the Islamic Revolution. Rundown vicinities are the sad world of metropolis of Tehran. Dilapidated or rundown vicinities are the most of import job of metropolis of Tehran, as: The country of the bedraggled vicinity in Tehran is 3268 hectare which is 15 % of the metropolis country About of half of the lodging units of the metropolis are located in this vicinities Approximately 40 % of Tehran ‘s population is populating in these vicinities. They are among the poorest people of the metropolis. Physical, functional, substructure, transit services, environmental factors, societal and economical status are really hapless in these countries. Unhealthy life conditions and risky locations Most of these countries are located in the southern portion of the metropolis Table I compares the services degrees of these countries with norm of these indexs in the metropolis degree. As can be considered lodging countries is twice as it is the remainder of the metropolis which a mark of instability. Table I Comparing per centum and per capita of land utilizations in bedraggled vicinity and metropolis of Tehran Land usage Dilapidated Vicinities Average in City of Tehran Proposed criterion for Tehran Percentage Per capita Percentage Per capita Residential 29.04 18.76 23.54 22.77 20.93 Green countries 3.63 1.39 8.46 8.18 9.12 Urban services 5.35 2.05 6.03 5.84 10.9 Retails and offices 5.30 2.03 3.47 3.36 1.94 Transportation system and storage 1.79 .69 4.49 4.34 5.19 Roadss 27.32 10.45 18.73 18.11 24.81 Some of the physical indexs of decrepitude of vicinities as defined by ministry of lodging and urban planning in 1999 are ; A- Poor quality of the constructions of the edifices that can non defy even low magnitude temblor forces, B- unequal permeableness of vicinities specially unequal auto entree to such countries. C- Small grain in the morphology of these countries ( less than 200 square metres ) . In add-on to the above standards of acknowledging dilapidated vicinities harmonizing to different definitions the common standards for acknowledgment of these types of vicinities are: Lack of societal, economic every bit good as physical quality Lack of proper entree, substructure and services in the vicinities Vulnerability of constructions to natural catastrophes due to old and unstable constructions Inability to restitute edifices due to poorness and deficiency of capital for investing Out migration of occupants and societal instability due to replacement of new occupants with weaker economical base Legal jobs due to inheritance Torahs and endowment ordinances Some of the jobs that rose in Tehran due to the dilapidated countries are: Economic and societal inequality as a consequence of polarisation in the metropolis ( Abbaszadegan, Rezazadeh 2006 ) . Domination of physical orientated urban planning that does non concern with societal and economical conditions Lack of handiness due to narrow and unequal roads which causes hapless permeableness of vicinities Low value of belongingss in the disadvantaged countries of the metropolis, therefore the redevelopment of the private land and belongingss is non economically plausible Lack of adequate and appropriate services Low building quality which causes edifices to rundown quicklyPrecedence TO RENOVATION OF TEHRANHowever urban redevelopment was an issue in Tehran, after entry and blessing of Tehran ‘s maestro program in 1969, the issue gained a new impulse. This program proposed 2000 hectares of the lowest quality residential vicinities to be renovated within a 25 old ages period, in which 600,000 people would be replaced from their topographic points of abode. Tehran ‘s Renovation Corporation was established in 1972 and in 1977, the South Tehran Renovation and Reconstruction Corporation was established where extended dilapidated countries of the metropolis were located. In 1995 a new mission statement for the redevelopment corporation was developed harmonizing on which this corporation could advance development in these countries through funding. This funding is through Bankss and other fiscal institutes and could besides be through portions every bit good as credits. Since 2004 authorization programs for bedraggled countries were proposed ; this was conducted in three stages. After execution of each stage the programs were evaluated and the range of the work was revised. This alterations and alterations were chiefly off from the up-bottom type attack towards a stronger citizen participatory attack. Renovation Corporation of Tehran assigned the undermentioned ends for redevelopment of bedraggled vicinities: Safety: increasing safety of edifice in facing Earth temblors. Equity: to do equal chance for development of the metropolis and non to hold polarized metropolis by regenerating dilapidated vicinities and eradicate poorness, heightening quality of life in the disadvantaged countries and doing equal chances for all citizens of the metropolis. Revival: heightening sense of citizenship and sense of belonging to districts and giving significance to topographic points through utilizing individuality component and maximising engagement of occupants in redevelopment procedure in the disadvantaged countries Capacity edifice: utilizing chances that have been offered for the redevelopment of bedraggled vicinities in order to increase the capacity of the metropolis in conformity with its national, regional and international functions.THE CONTEMPORARY RENOVATION PROCESSThe Reconstruction of Tehran shows a transition from the autocratic Reconstruction towards participatory Reconstruction. One of the major Reconstruction undertakings of Tehran is related to Navaab vicinity. This old and dilapidated vicinity was located in southern parts of Tehran, which is now dissected with a north-south main road into two parts. The Reconstruction of the next vicinity has been conducted without seeking any engagement from the people. These intercessions were chiefly technocratic, autocratic and top-bottom. The occupants of these three vicinities were chiefly hapless and vulnerable and in all instances they were displaced. Merely in the last two instances, the Moft Abad and Khoob Bakht neighborhoods the supplanting was into the nearest possible topographic point to their old vicinity. Jabbari and Hasanzadeh ( 2008 ) have shown that these vicinities which are revitalized through a top-down and autocratic attack have confronted many jobs. These jobs are summarized in table II. TABLE II THE EXPERIENCE OF RENOVATION IN THREE DIFFERENT NEIGHBORHOODS IN TEHRAN Standards Salsabil Moft Abad Khoob Bakht Intervension attack Technocratic, autocratic and top-down Technocratic, autocratic and top-down Technocratic, autocratic and top-down Socio-economic group Poor and vulnerable Poor and vulnerable Poor and vulnerable Placelessness much Not known Not known supplanting Compulsory ( completed ) Compulsory in next countries Voluntary in outlying countries ( In advancement ) Compulsory in next and outlying countries ( In advancement )Engagement IN URBAN RENOVATIONContrasting to the autocratic attack is the participatory attack which is a bottom-up attack and seeks citizen engagement. Participatory planning is an urban planning paradigm which emphasizes affecting the full community in the strategic and direction procedures of urban planning or community-level planning procedures. In urban redevelopment procedure, engagement is a new attack which could be applied in both planning and design procedure. Cowan ( 2005 ) believes that engagement is a procedure in which involved the populace with the alterations in the metropolis, therefore its application would supply a key to development in all facets of urban life. Harmonizing to Oxford dictionary engagement is people ‘s mental and emotional engagement in societal activities and encourages them to assist each other in order to accomplish group ends. Here the three chief issues of importance in engagement are involvement, helping and undertaking duty. Sherry Arnstein ( 1971 ) introduced this construct as a contrasting and alternate to autocratic attack of planning. Smith ( 1973 ) argued that citizen engagement is an indispensable component in doing the planning procedure a acquisition system. This leads to a strengthening of the definition and function of communities in the urban system, and to an unexpected demand of contrivers who would follow a participatory planning procedure. Shirvani ( 1985 ) identifies two types of attacks in the overall strategy ; these are facilitator attack and political militant attack. Harmonizing to Shirvani ( 1985 ) , facilitator attack uses participatory methods for both job definition and coevals of design solution. Sanoff ( 2000 ) defines facilitation as ‘a agencies of conveying people together to find what they wish to make and assisting them find ways to work together in make up one's minding how to make it ‘ . Sherry Arnstein ( 1971 ) equates citizen engagement with citizen authorization which explains it through the participatory ladder. It starts from the lowest degrees of engagement which are use and therapy to middle scope of engagement which includes ratting, confer withing and conciliation, and eventually at the highest degree of engagement are partnership, deputing power and eventually citizen control. As is seen in lower degrees of the engagement ladder, the act is merely formal and there are non any true power handed into the citizens. However at the in-between scope there are non much to lose, so informing and confer withing are practiced. However the highest degrees involve passing in power to citizens. In Tehran, there was an enthusiasm toward application of participatory planning in redevelopment procedure. However, this attack has non been really successful at first, since in this procedure supplying fiscal resources and societal support were hard. During the first two old ages of its beginning merely 400 residential units were renovated and occupants were non take parting in the procedure as was expected, which disappointed Members of Tehran City Council. However, for a successful participatory planning attack, the procedure must be turned into a procedure of increasing enthusiasm and passion for redevelopment. This includes: Increasing degree of services Enhancing the quality of life Bettering the societal position Promoting sense of topographic point fond regard Following this alteration of attitude and attack, go forthing the autocratic Reconstruction and using participatory attack, the Renovation Corporation of Tehran, had to alter the range of the work in three stages. Table III compares these three stages. There are considerable alterations in favour of increasing citizenship power. One of these alterations which were proposed in the 3rd stage was constitution of Local Renovation Offices. Table III PHASES OF RENOVATION SCOPE OF WORK AND APPROACH Phases and undertakings Scope of work Approachs and Actions Phase I 2006-2007 Imam Ali Classifying societal groups Appraisal of safety and security issues Survey of societal issues through questionnaire Designation of stakeholder groups Maximum intercession Provision of 4 secret plan agglomeration programs without societal study Procurement of land and devastation of edifices to make unfastened infinites Stress on appropriate physical design Phase II 2007-2008 Saboonpaz-khaneh Analyzing population denseness and socio-economic diverseness Interview with stakeholders and helpers Sing development and effectual treating societal institutes for execution procedure Establishing Local Office was discussed, but non realized Presence in mosques to inform people and do usage of their thoughts Investigating societal capital Regular intercession Participating in public meetings and listening to occupants Discontinuing informing people and public engagement procedure Reducing figure of agglomerative packages, normally restricting to two packages Continuing the bing local construction and forestalling high degrees of intercession Leaving redevelopment of residential packages to occupants Proposing stimulating undertakings Phase III 2008-2010 Khazaneh Differentiation between demographic and societal surveies Sing the quality of occupant ‘s leisure clip Investigating occupants ‘ demands Investigating positive and negative societal features Stressing the function of civil establishments and vicinity councils Measuring societal capital and its function in redevelopment Acknowledging of formal and informal webs of power in vicinity Establishing Local Renovation Office for audience 1- constitution of the office 2- advancing engagement of stakeholder groups 3- developing the local redevelopment commission 4- participatory planning Minimizing intercession Supplying necessary public services Supplying appropriate residential types Developing incorporate programs with advisers in next countries Developing proposal in 3 types of upper limit, lower limit and regular intercession Stress on redevelopment promoting undertakings Establishing the vicinity Renovation Office for informing, showing and polishing program based on occupants ‘ demands Stressing structural support Supplying awards for agglomeration of packages Increasing FAR for larger agglomerative packages Developing specific guidelines for the countryLocal redevelopment officeIn 2008 Renovation Corporation of Tehran decided to establish local redevelopment offices in bedraggled vicinities. The chief committee of these offices was to ease the occupants ‘ engagement in the redevelopment procedure. The Scopess of work of these offices are: Facilitation: to acknowledge stakeholders and doing regular meeting with occupants Publicizing and publicity: to heighten economic and societal position Commiting: to advance forming societal every bit good as economical groups that advocate redevelopment and rehabilitation of the deprived vicinities. Members of these offices are from local territory boroughs, local counsellors, local clergy, members of local stakeholders such as adult females ‘s leaders, local retail representatives. One of these offices has been established in Khazaneh vicinity that is one of the bedraggled vicinities in southern Tehran. Writer of this article was involved in activities of this office during 2008-2010. One of the challenges that this office was faced with was happening common land to discourse jobs, as different stakeholders preferred to raise their ain issues. Therefore it was critical to hold their assurance that all the issues will be dealt with harmonizing to the precedences of the vicinity as it was put frontward by the local council.DecisionThe redevelopment experience in metropolis of Tehran shows that in any urban intercession in order to restitute the bedraggled vicinities, it is critical to hold clear schemes that maximize citizen engagement and continue the spirit of topographic point. Sing the above scheme the undermentioned recommendations are advised: In the planning scheme human cost and benefit should be considered as the chief indexs of redevelopment policy Residents should actively take part in be aftering their hereafter, as they should be good informed and portion of planning procedure Residents ‘ function in all the programs should be crystalline The governments and local counsellors should move transparent so that occupant can swear their activities and programs All kinds of engagement techniques and proper methods of communicating should be employed in order to understand the local jobs and issue and reassigning thoughts and programs in order to acquire equal responses Any kind of gentrification is non recommended If replacing of occupants is necessary, it should be clearly explained, as of how it affects different groups and stakeholders. Different planning and design options should be presented in order to supply assorted picks for occupants Assorted local capacity and invention should be recognized Non-governmental organisations should be mobilized for the redevelopment of deprived countries and they should take part in different phases of planning and design procedure Encouraging policies should be considered in order to carry occupants to restitute their summation houses and edifices

The Effects of Alienation in 1984 - 773 Words

The Effects of Alienation in 1984 Alienation is a main theme in George Orwell’s Nineteen Eighty-Four. Alienation refers to the estrangement of an individual from another party. Alienation exists in many forms in the Orwellian society, and each form of alienation causes different effects on topics such as humanity and progress. Each person in the Orwellian society has the ability to escape alienation and work together to overthrow the government; however, Ingsoc uses alienation to bring everyone together, to make everyone work identically like machines. Although alienation supposedly brings forth progress, much of Ingsoc’s ways to unite the people of Oceania limit the progress in humanity. Furthermore, the effects of each form of†¦show more content†¦The relationship between these two classes is of master and slave, and so it is a poor relationship. Poor relationships are a main cause of lack of progress. The alienation of the proletariats from each other causes a loss of progress of humanity and the dehumanization of people, as well as the restriction of human fundamental rights and freedoms. This means that the citizens cannot be themselves; they have to follow a specific model in order to live. The Inner Party and the Thought Police control the proletariats in what they do and think. For example, every morning, the citizens engage in exercise controlled by the instructress on the other side of the telescreen, and the Thought Police monitors everyone’s thoughts to be aware of possible threats against Ingsoc or even Big Brother himself. Citizens with treasonous thoughts are sent to be cured in Room 101 or to be vaporized, or made to seem like they never existed. The brainwashing of the people with propaganda is also a form of alienation. In this, Ingsoc believes that the people will lose the ability to rebel and therefore, Ingsoc will stay in power. 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