Career Plans Essay

Business schools look keenly at your career goals because they know that students who are clear about their goals make the most of MBA programs. They are able to focus on relevant parts of the curriculum, make use of the on-campus activities to their advantage and by doing well in their careers become good ambassadors for their programs. You need to share goals that have captured your imagination and burn in your heart. Imagine you have just graduated from your dream school after two years of rigorous study. What kind of work would you like to do now? Think about responsibilities you want to shoulder, positions you want to hold, challenges you want to meet, skills you want to build, and contributions you want to make. Be specific – which industry, what role, what would you like to do and achieve? Reflecting on all this will take time. Be patient with yourself. Keep the questions in your head and pen down your thoughts as they pop up. Working this way prepare a career progress graph in your mind. Keep in mind the fact that your aim here is to fulfill your aspirations and leverage your strengths. When you sit down to write your goals in the essays, explain: How did the goals develop? How well are your goals connected with your professional background and personal strengths and abilities? How have you assessed suitability for the required career? Show understanding of the career you wish to get into. CAREER PROGRESS You would share your career progression through an essay. Some schools have an essay that asks for it. Or you would share it through the way you describe your work experience through the application form and the resume. In whichever way you share your career progress, remember that your objective is to demonstrate how your past experiences qualify you to seek the career you now desire, which you will share through the career goals essay. Your past is looked at keenly since it adds credibility to claims you make about the future you seek. Start by thinking about all the career-related decisions you’ve made till now. You laid the foundations of your career when you chose your undergraduate specialization. Think about what motivated you then. You learned new skills and your first degree qualified you either to get a job or continue further studies. What motivated you then? What were your career plans when you took up your first job? How have they changed over the years? While on your job, did you discover any new aspects of your personality or work style? List the areas in which you excelled and all the new skills you developed. Consider all the job changes and reflect on the reasons that made you want to change. What did you gain or lose in the process? Think of all the new assignments you undertook and how you handled them. How did you feel about changing your style of working to suit the demands of the new assignment? Were you comfortable? Did you falter? What did you learn from each experience of success or failure? Get the most significant answers from the above questions into your essays, application form or resume and strengthen your case for admission. All the Best

Calvin Clain IMC Plan Essay

Executive Summary Calvin Klein Inc. formed in 1968 is typically associated with high quality apparel and intimate wear at a premium price, boasting strong brand equity and an extensive and global loyal consumer base. In 2003, CK was purchased by Philliphs-Van Heusen Corp (PVH), which now controls its operations. Calvin Klein has over time diversified into various business avenues, exploring the fragrances and sunglasses markets, which have assisted in generating business profitability, and fostering brand awareness and exposure. However, through gap analysis exploratory research, we have identified the men’s premium swimwear market as a potential market segment to penetrate. The proposal consists of developing a line of exclusive or limited edition men’s CK swimwear, made from the latest lycra fabric technology fostering increased support and comfort for consumers. The purpose of the following report is to outline a strategic integrated marketing communications plan considering the following elements; competitor & situational analysis, identification of target audience, defining campaign objectives, formulation of creative and communications strategy and evaluation of the campaign. Typically associated with a minimalistic (black and white) and controversial style of advertisement, our campaign seeks to maintain this specific brand image, whilst building brand equity. The ultimate objectives of the campaign include; increasing sales and profitability, generating exposure and awareness with potential customers and re-enforcing brand image and further building brand equity. These objectives may be achieved through developing creative and innovative marketing strategies and campaign, attracting the new target segment by diversifying into the swimwear market. The launch of  the limited edition of swimwear is strategically timed to take place parallel with the beginning of summer 2013, thereby seeking to capture the large market demand for mens swimwear. Introduction Product Description The Limited Edition CK men’s swimwear range is to consist of several difference styles of swimwear trunks, made from the latest fabric and fiber technology therefore fostering increased comfort and support for consumers. The concept of a limited edition range, reinforces the exclusivity of the CK brand. In developing an exclusive range, consumer demand typically increases as it is considered as an special opportunity purchase. Calvin Klein have not yet diversified into the swimwear industry, thus our limited edition range can be considered a trial or market test to establishing a more permanent presence in the Australian swimwear industry. How our Product is different †¢Incorporates the latest fabric (nylon) technology for swimwear; to foster increased comfort and support for consumers. Competitor brands such as AussieBum are already using this latest technology, therefore in manufacturing with this fabric CK is keeping up with industry innovations and developments. †¢CK has not yet diversified into the swimwear market in Australia, venture will capture the market demand for quality premium swimwear †¢CK will employ the latest print designs and patterns with assistance from fashion industry experts that will assist in distinguishing our product from our competitors. †¢Prestige associated with purchasing the CK swimwear, in the fact it CK is predominantly a American brand therefore consumers may be more inclined to purchase based on this prestige and exclusivity factor Management Responsibility The creation and development of this product requires a subdivision or team to be established at CK Australia to monitor the establishment, development and execution of the manufacturing, delivery and marketing elements associated with the swimwear range. These individuals must be accustomed and  familiar with the CK brand, ensuring the core messages and themes remain constant throughout the marketing campaign and remain aligned with the CK brand image. Geographic Location & Length of the Campaign Our Summer Limited Edition campaign, based in Sydney, is targeted toward male consumers aged 18-30 who characteristically have a higher disposable income enabling them to purchase high quality premium swimwear. This campaign is based in Sydney due to the large population, climatic trends (hot summers) and the extensive demand for premium swimwear. The campaign is to run from the beginning of Spring 2013 , ensuring early exposure in that consumers know of the product before the summertime ‘rush’ for swimwear commences, and to run until the end of autumn; the end of summer 2014, therefore ensuring relevant mass exposure to the target audience. Situational Analysis Current Market Position Product Range & Distribution; Product, Price, Promotion and Place Calvin Klein currently has product offerings across its’ Calvin Klein Jeans, Swimwear, Underwear and CK brands. The hierarchy starts with the CK designer underwear, and then there is Calvin Klein Jeans, which for Calvin’s casual lifestyle range. In among that you have CK One, which is the most youthful part of the brand and then there’s CK Calvin Klein, which is slightly more formal for the edgy downtown girl and guy. On top of that is Calvin Klein Collection, which is at the apex of the pyramid. All of these use a premium pricing strategy, offering affordable luxury brand products with high quality and style. The distribution of Calvin Klein products reflects this exclusivity as depicted in Figure 1, with 982 Calvin Klein retail stores worldwide, consisting of 189 full price free-standing stores, 118 outlet free-standing stores, and 864 shop-in-shop/concession stores. Financial Performance It is crucial to review Calvin Klein’s financial performance and current position in the marketplace in order to position or embark on product extension lines and ensure business growth and prosperity. Figure 2 represents the results of last year’s financial performance, indicating the annual revenue to reach $1.1bn. Additionally, as indicated on Figure 3, Australian sales fall into the category of other at 2%, which is extremely low in contrast to the sales around the rest of the world. Therefore, in positioning the CK campaign in Australia, the CK brand is seeking to increase its presence in Australia and break into the domestic swim market. Figure 2 Figure 2 Company Analysis Company Structure According to a statement by Philliphs-Van Heusen Corp (PVH), Calvin Klein adopts a tiered strategy: â€Å"In order to more efficiently and effectively exploit the development opportunities for each brand, a tiered-brand strategy was established to provide a focused, consistent approach to global brand growth and development. Each of the Calvin Klein brands occupies a distinct marketing identity and position that preserves the brand’s prestige and image† Therefore, the internal structure of Calvin Klein is segmented or divided into subdivisions based on the different offerings, such as Calvin Klein Jeans and Calvin Klein fragrances. Within each subgroup are specialist individuals, with extensive industry experience, as well as other typical corporate roles, such as marketing and finance managers. It is ultimately due to the size and diversity of the CK brand that it is subdivided, however, across the various product avenues it maintains a prestige brand image. Top down management Calvin Klein is currently owned by Philliphs-Van Heusen Corp (PVH), which is comprised of Heritage Brands, Tommy Hilfiger and Calvin Klein. Currently PVH adopts the top down management approach that is the executives and board members elect the direction of the company and are responsible for making strategic decisions and strategies regarding the future of the business. Calvin Klein, currently based in North America, is headed by Paul T Murry, whom is ultimately responsible for the direction and strategic choices for the development and prosperity of CK. Competitive Analysis Calvin Klein’s competitive analysis involves assessing the strength and weaknesses of current and potential competitors; including considering their resource profile (financial & supplier connections or relationship) and capabilities. Typically Calvin Klein operates in the luxury apparel retail market, and therefore their traditional and predominant competitor base consists of the following brands; Ralph Lauren, Tommy Hilfiger, Hugo Boss and Donna Karen. However, in the proposed swimwear market we have identified relevant competitors to include; Speedo Renown for style and performance, the Speedo brand was established in Sydney in 1914 and has grown to be the leading swimwear brand in Australia. Essentially this will be the largest competitor of the new CK limited edition swimwear range, due to the already established loyal customer base and extensive and stable market stare in the domestic market with industry reports indicating a 17 per cent rise in Australian sales and a 44 per cent worldwide during 2010. Currently Speedo offers various ranges or collections including; Competition and Racing swimwear, Board short and Swim Trunks, Fashion and Lifeguard. AussieBum Founded in Sydney in 2001, AussieBum manufacturers swimwear and underwear that are renown for its designs and comfort. AussieBum remains an industry leader in terms of using the latest fabric technologies to foster increased comfort and support for their consumers. Despite been manufactured in Sydney, the predominant target market for the AussieBum swimwear is in  European nations (due to the trunks instead of board short style). However, as they are based in Sydney and offers over 150 product lines at a premium price, AussieBum can therefore be considered a close competitor of the CK limited edition range. Budgy Smugglers Launched in 2004, the Budgy Smuggler brand is becoming an increasingly popular and well known brand. The 100% Australian made brand, are becoming increasingly famous with the bright bold colourful swimwear and the multiple charity events consumers are wearing the smugglers at such as BabeWatch. As they are Australian made and popular amongst the surfer culture, Budgy smugglers can be classified as a serious competitor to the CK swimwear range. Perceptual Map External Environment Technological Factors It is crucial for organisations to remain abreast of the latest technologies in order to remain competitive in the current business environment. Therefore, it is essential to consider technological developments surrounding both the marketing and advertising worlds as well as the swimwear industry. Technological innovations and developments in fabric and fibre technology (fostering comfort and support) as well as Computer Aided Design (CAD) offering new innovative prints and patterns combined with the new more efficient manufacturing techniques, make the fashion and in particular swimwear industry highly competitive. Therefore it is crucial that CK conducts extensive research and development on their swimwear line in order to gain an advantage over their respective competitors. Additionally, CK must acknowledge the new forms of marketing to include internet advertising and advertising through social media as society is becoming increasingly technologically dependent. Economic Factors The stability, stage of the life cycle and fluctuations in the economy are  all factors that significantly influence and impact upon consumer spending. If the economy is experiencing a downturn or decline, consumers are less likely to spend money on non-essential items and less likely to pay more for quality garments or swimwear. Therefore, as our target audience is projected to include those that have a higher discretionary income, CK must be aware and have an appropriate contingency plan in place if the state of the economy declines leaving sales heavily affected. Legal & Political Factors CK must also consider the legislation relevant to their business operations such as Trade Practices Act 1974 and Consumer Protection Act 2010, additionally legal considerations may include patents (for fabric innovation ideas), OH & S of manufacturing workplace facilities and employment legislation (including relationships with trade unions). Opportunity Analysis Expansion of the CK brand Calvin Klein has diversified into various and varied industry avenues, however they have not yet effectively penetrated the Australian swimwear market. From fragrances to lingerie and home wears, the CK brand has enjoyed success in multiple industries, however, we have identified the swimwear market in the Australian region as a crucial opportunity and profitable venture. Therefore, in the expansion or diversification of the CK brand into the swimwear market, the CK brand would ultimately be not only building its brand equity but also expanding their customer base and simultaneously generating healthy profits. Shift in social trends Society is becoming more accepting and supportive of the budgie smuggler style swimwear brief. There is an increasing trend and significant increase in men wearing the swim trunks. A recent online poll (on business day) indicates the budgie smuggler style of swimwear is at 53% popularity, therefore this confirms there is a market demand for the ‘trunk’ style of swimwear. *http://www.businessday.com.au/executive-style/style/return-of-the-budgie-smuggler-20101020-16u1n.html Industry Condition & Competitors The predominant competitors of the CK swimwear range would include; Speedo, Aussiebum, Budgie Smugglers and Billabong. However these are the main competitors, therefore it can be established the market is not heavily saturated. In reference to Porters 5 forces model, the barriers to entry in the Australian Swimwear market are relatively low, due to the limited competitive landscape. Therefore, in considering the above factors in the CK opportunity analysis, and with additional consideration of the perceptual map, it can be determined there is a gap in the market that the CK limited edition range can penetrate. Objectives Objectives provide guidelines for the marketing team to work towards and foster a sense of purpose for the campaign. Our aim with the overall marketing program is to generate product awareness, promote our limited edition swimwear through effective means and increase our market share. Since this special edition line is not yet in the market our objective is to create relatively high market share within the Sydney region over the period of the campaign. We are also looking to increase consumption in the wider Sydney area by using a varied marketing mix. Furthermore we intend to use extensive print advertisements (billboard, magazine & catalogue) to increase awareness heading into the summer season. There are several main objectives in the CK campaign: Marketing Objectives Retain the CK brand image and further build brand equity through the introduction or extension of CK brand into the swimwear market Sales Objectives Obtain 35% market share in the swimwear industry (based in the Sydney region) by the conclusion of the campaign Generate net profit of excess than $2million Develop campaign within budgeted limitations Communication Objectives Create awareness of CK limited edition range through effective advertising mechanisms, seeking to persuade consumers to purchase the CK product. Target Audience Market Segmentation Geographic Segmentation The market can be segmented according to geographic characteristics or criteria, such as our campaign is based in NSW and predominantly focused in Sydney. The large population and climatic conditions (hot summers) of Sydney make it an appropriate and suitable geographic region to focus our campaign toward. Demographic Segmentation Division of the market based on characteristics such as gender, income and age; male 18-30 with a moderate to high income. These demographic features enable CK, to develop a suitable product meeting consumer demands and design an effective marketing campaign to reach the projected audience. Psychographic Segmentation The underpinning marketing strategy the CK campaign will adopt, is predominantly based on appealing to the target markets sense of insecurity and desire to ‘look good’ and ‘sexy’ through purchasing and wearing the CK briefs. Factors to consider in this segmentation include; lifestyle, personality characteristics, social class and values. Essentially, the typical CK consumer would enjoy a luxurious lifestyle in the middle to high social class range and additionally personality traits may include; fashion conscious as well as desire to be socially accepted. Target Market Primary Audience Our target audience consists of males aged 18-30 in the Sydney region, with typically a higher disposable income (to purchase the trunks at RRP $129.95). Through market segmentation, we have identified this segment of the market to be our projected audience, and from this we are able to develop a effective marketing campaign to reach and persuade consumers. Secondary Audience Our secondary target audience, is the respective partners and mothers (girlfriends & mothers) of the males age 18-30. Therefore, we have incorporated into our marketing strategy, print advertisements in women’s magazines. Women are the positioned target market to purchase the product as a gift or present for their partners. Positioning Ultimately, this refers to the process of establishing an image, identity or stigma in the minds of the consumers that they associate with the brand. The Calvin Klein brand has an existing brand identify in the minds of consumers, in that typically it is viewed as a ‘sexy’ or ‘sultry’ and an enticing brand. Therefore, for the extension into the swimwear industry we are ultimately seeking to maintain this positioning in the minds of the consumer. Communications Strategy Message The purpose of the campaign is to generate brand exposure and generate awareness and stimulate demand for the new range of limited edition swimwear. Ultimately, the campaign is maintaining the typical elements of CK marketing in its minimalistic, black and white and controversial style to align with the overall CK brand image. The objective of the campaign is to generate a sense of exclusivity and ‘want’ for the CK swimwear range, through positioning of the advertisements and promotional activities it is seeking to attract the young male target audience who have interest or concern with appearance and comfort of their swimwear. Typically, CK  advertisements are considered ‘provocative’ and feature attractive, muscular male models which appeal on a social level to the target audiences sense of esteem and confidence. Therefore, through using attractive and famous public figures, such as the Stenmark twins and celebrity endorsements, consumers will believe if they purchase the swimwear they will too look as ‘attractive’ as those that appear in the advertisement. Source Ultimately, Calvin Klein is the source or sender of the information to their respective intended receiver. In using a celebrity or model endorsement (Stenmark twins), it is crucial to ensure the consumer perspectives and associations of the source as positive and align with the brand image. The ultimate objective or goal of the source or sender is to encode the message in a succinct and effective manner so that the target audience or receiver is able to understand and comprehend the key message. Channel A communications channel refers to the medium through which the message is communicated to the target audience or the receiver. Typically, Calvin Klein campaigns adopt a ‘non personal’ channel of communication that is the message is carried to the receiver without interpersonal contact from the sender. An example of this would include the Calvin Klein billboards, which are advertised to a mass audience. Additionally, the CK campaign would incorporate personal channels of communication, which includes direct contact with the target audience. Personal channels, such as the proposed pop-up shows and demonstrations, assist in both brand exposure and the development of rapport with the public and the respective target audience. Therefore, through adopting both forms of communication channels (personal and non-personal) Calvin Klein seeks to maximize brand exposure and effectively communicate the intended message to the target audience. Receiver Essentially, the receiver refers to the audience or individuals exposed to the message. Typically, the intended receiver is the target audience; males aged 18-30 in the middle to high-end income segment and living in Sydney.  The role of the receiver is to decode the key messages, for example the CK swimwear makes you look and feel sexy and confident, in the communication material, and process them forming an informed opinion or thought. Feedback The response or reaction to the exposure to the message can indicate the effectiveness of the campaign or advertisement in reaching and communicating with the target audience. Therefore, it is essential to conduct a follow up study (focus group) or assessment to gather an understanding of the effectiveness of the advertisement and identify the areas development or improvement. Creative Strategy Essentially, the purpose of the proposed creative strategy is to obtain consumer attention and mass exposure and to encourage or provoke consumers to purchase the CK swimwear range. Inline with the simplistic style and themes (for example black and white) of previous campaigns, the proposed advertisement will too incorporate the typical elements found in CK promotions, thus ensuring a consistent brand image. Currently, CK has excellent consumer brand recognition thus in maintaining the typical CK marketing theme consumers are able to more easily identify the brand. Ultimately, the creative strategy is a crucial element of the IMC plan, as it outlines the predominant message and purpose of the advertisement and assists in determining the brand positioning; that is how consumers perceive the CK product. Advertising Problem or Issue The predominant problem or issue is how to effectively reach, connect and prompt or encourage the target audience to purchase the CK swimwear. Advertising and Communication Objectives †¢Generate greater brand awareness and brand equity; informing consumers of the new CK swimwear range (notifying the general population that the CK brand has diversified into men’s swimwear) whilst simultaneously gaining consumer attention (that of the public and target market) †¢Maintain brand image; achieved through utilizing the same CK theme of the attractive model, black and white photo on billboards across the Sydney region and print advertisements †¢Persuade target audience to purchase product; through specific marketing tactics, such as adopting designs to appeal to the consumers affective functions or conscious, the campaign seeks to prompt or encourage consumers to purchase the swimwear. Target Audience As previously outlined, the target audience is the select group of customers to aim the marketing efforts toward, in respect to the CK campaign our target market is males 18-30 living in Sydney. The simplicity of the campaign is designed based on characteristics of the target market, which is the tendency for males of the 18-30-age bracket to not read or absorb large amounts of information in advertisements. Therefore, as males tend to simply view an image, through the affective advertising approach, the campaign may prompt them to purchase the product as it appeals to social based feelings of acceptance and esteem. Additionally, in utilizing attractive models and simplistic campaigns this also attracts the target markets respective partners, females. Females are motivated by the image of an attractive man in trunks, and may purchase the product in hope their man can look like the model. Major Selling Idea or Key Benefits In adopting the affective appeals approach, the campaign seeks to indirectly influence or play on the consumers sense of security, acceptance and esteem (socially based appeals) prompting them to purchase the swimwear in order to ‘feel and look good’. It is crucial to consider ‘the promise’ or benefit the advertisement is going to give the consumer, for example the CK suggests men who buy the swimwear range to look attractive, sexy and sultry which in-turn may attract females. Therefore it is inn appealing to the target audience’s sense of security and acceptance, the campaign encourages males to purchase the swimwear. Creative Strategy Statement (Theme appeal and execution techniques) †¢Theme appeal; It is important the campaigns theme remains consistent with past  marketing efforts, as it fosters brand consistency and brand recognition. Therefore, using black and white billboard advertisements with attractive males models is an essential part of the campaign to launch the new swimwear range. Supporting Information and Requirements †¢Ad Layout; in relation to the composition of the billboard and magazine layouts, it is crucial to have a visual element and the CK logo present and easily identifiable. Essentially, the logo and brand name must be present and easily visible enabling consumers quick and easy brand recognition. Additionally, the image must for fill the brief of being sultry and sexy thus appealing to the target audiences social based feelings. Sample billboard and magazine layouts may be found in the media planning section below. Budget Proposed Budgeting and Forecasting Media Planning Essentially, the purpose of the proposed creative strategy is to obtain consumer attention and mass exposure and to encourage or provoke consumers to purchase the CK swimwear. It is crucial to consider ‘when’ the promotional activities are run to ensure the effectiveness of the campaign. The CK campaign will begin with a ‘bang’ and launch with all advertising mediums in place to generate initial mass exposure and attention. Gradually as the campaign proceeds, CK will alternate which magazines it advertises in to achieve greatest market coverage. Additionally, the billboards will run through the entirety of the campaign, as despite their cost, they act as an effective reminder for consumers and are thus a vital aspect of our strategy. Our media campaign will involve several different types of advertising within the media mix, with media coverage focused on ensuring that Sydney males aged 18-30 receive the most media emphasis. Develop media Mix †¢Catalogue †¢Magazine print advertisement †¢Billboard †¢Point of purchase displays *refer to media strategy for in-depth review Geographic Location Our advertising activities will extend from the throughout the Sydney region. However our main advertisements will be based around the beaches close to Sydney’s CBD. The Eastern Suburbs (bondi), Northern Suburbs and Northern beaches will be our primary locations for advertisements. Scheduling We are using the flighting method of scheduling here due to the specificity of our product line. We are only looking to advertise when our target market is interested in swimming (Summer & Spring) and therefore flighting is the best method in order to reduce wastage. Month in Campaign Promotional Activities Spring; September’13 Initial Launch, all advertising mediums in place to generate mass attention and exposure, generate a buzz around the producta.Set up point of purchase displays at retail stores âž ¢Separate CK section in retail stores featuring large posters of campaign and catalogues for consumers to take b.Billboard launch âž ¢Sydney CBD location âž ¢Bondi Location c.Catalogue âž ¢distribution in retail outlets such as DJ & Myer âž ¢direct marketing, distribution of catalogues to existing customers on the CK database d.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Gear âž ¢Cosmopolitan âž ¢Grazia âž ¢SHOP Spring; October ‘13 Settling into campaign, gentle reminders to consumers achieved through monthly magazine advertisements and consistency of billboard advertisements a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢GQ monthly edition âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP Spring; November ‘13 Maturity of campaign, gentle reminders to consumers achieved through monthly magazine advertisements and consistency of billboard advertisements a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢Mens Health âž ¢Gear âž ¢Grazia Summer; December ‘13 Beginning of Summer, therefore additional advertisements in magazines and more extensive catalogue distribution to remind consumers to purchase the product. Also leading upto Christmas, position as present idea. a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location d.Catalogue âž ¢distribution in retail outlets such as DJ & Myer âž ¢direct marketing, distribution of catalogues to existing customers on the CK database e.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP âž ¢Grazia Summer; January ‘14 Continuation of heavy promotional activities, as this month falls in peak of summer. a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Catalogue âž ¢distribution in retail outlets such as DJ & Myer c.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph âž ¢Cosmopolitan âž ¢SHOP âž ¢Grazia Summer; February ‘14 Winding down of the campaign, reduction in advertisements. Cessation of catalogue distribution and limited magazine prints a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location b.Magazine Advertisement âž ¢GQ monthly edition âž ¢Mens Health âž ¢Ralph Autumn; March ‘14 Concluding end of the campaign, involves winding down promotional activities such as stopping the magazine print advertisements and catalogue distribution a.Billboard âž ¢Sydney CBD location âž ¢Bondi Location Reach and Frequency This is the most important aspect of the media planning. Our target market is around 30% of Sydney’s population. Therefore, in order to increase awareness and raise sales levels we are only looking to reach 80% of our target market with our advertising message. On average we would like this 80% to view this message at least 3 times. By exposing large numbers of the target market we can ensure first year sales are high and we can maximise our profit. By placing our ads in highly populated areas we can certainly ensure that our target market is being reached effectively. †¢Reach; Marketing mix ensures exposure to the general public and the target audience, essentially they are exposed to the CK campaign through various mediums. †¢Frequency: Maintained billboard advertisements ensure constant exposure to both the public and the target audience. The frequency of the magazine advertisements also contributes to acting as a reminder mechanism for consumers to begin the decision making process, that is reminding them of the CK swimwear range and prompting them to purchase Creative aspects and mood Our marketing mix has been chosen specifically to ensure that the vehicles that portray our advertising message are creative whilst almost ensuring to enhance the mood of the target market. By using billboards and magazine advertising we can ensure that our message is evoked positively to the consumer. These media vehicles allow us to ensure that we gain interest in our product and increase the chances of the target market purchasing our product. Flexibility In order to achieve our company goals, there is a need to be flexible. Certain aspects of our media plan are more flexible then others. The most flexible promotion activity in the campaign, would be the distribution of the CK catalogues; this is due to the initial testing of the receptivity and consumer response. For example, if the catalogues receive a positive response, that is numerous consumers are taking and viewing them, essentially CK campaign manager should organise for more to be printed and distributed (template is already existing). Budget considerations Our budget magazine advertising is around $450,000 per year so to ensure we effectively use this media vehicle, we would place the advertisements in magazine that are read by our target market. In particular men’s health, which is read widely by 18-30 year old males who enjoy looking and feeling healthy. The CPM of Men’s Health is $145, however this doesn’t represent our target market effectively so we are only using magazine advertisements from September to February in order to avoid wastage. The billboard advertising creates difficulties in effectively reaching our target market, however  since our budget is around $200,000 we can afford to place these in three distinct and separate places. The Sydney CBD and Bondi are heavily populated by our target market, whether they live there or work there, by placing our billboards in these specific places we effectively use our budget and achieve our marketing objectives. Sample Billboard and Magazine Design The layout of both the image is designed to be the two Stenmark brothers posing in the CK swimwear (positioned toward the right of the advertisement; billboard and magazine), printed in black and white, with minimalistic writing positioned on the left ensuring the viewers eye reads the message then views the associated image; Sample billboard/magazine ad Media Strategy Media strategy takes into consideration the various tools of the IMC mix in recognition of achieving an organisations media objectives (Belch et al, 2012). Through the use of such disciplines as advertising, direct marketing, internet, interactive media, sales promotions, public relations, publicity and personal selling Calvin Klein will strive towards achieving their objectives with their new product line. Advertising; Print Media Magazines Calvin Klein summer 2013-14 campaign will include double paged spreads in various mens magazines (positioned in the opening pages of the magazines to capture the attention of the readers), including; Mens Health, Ralph, Gear and GQ. The advertisement, despite the high cost, is effective in reaching the target audience and prompting them to purchase the swimwear. The layout of the magazine advertisement will mirror the billboard campaign, the minimalistic black and white image featuring the Stenmark brothers. The advantages of a double page spread include the enhanced consumer receptivity and engagement (as the prominence of the ad ensures consumer attention) and secondly the prestige and permanence associated with print media. The second approach includes print advertisements in women’s magazines such as; Cosmopolitan, Grazia and SHOP. In having a print advertisement in womens magazines, the intention is to capture and persuade the female audience to purchase the swimwear for their boyfriends or partners. The main image of the print advertisement will change monthly to avoid the ‘wear out affect’, that is it will be slightly changed (the swimwear and the pose). Billboards Various billboards featuring the CK limited edition range will be featured around the Sydney region (CBD and bondi). The billboards will mirror the magazine print advertisements (fostering consistency), featuring the Stenmark brothers wearing the limited edition swimwear range. The advantages of using billboards include; maximum exposure to both the public and the target audience (in hope of walk by awareness). Direct Marketing Catalogue The limited edition range will develop a catalogue, directly sent to consumers in the CK database, informing them of the new product line. This immediately reaches out to the current brand loyal consumers, encouraging them to purchase the new range. Additionally, the catalogue assists in the exposure of the line to potential customers, as they are able to view images of the entire range. Internet and Interactive media Website Calvin Klein has an established website for their wide range of products, enabling consumers to view the companies history and view the latest collections. This website allows consumers to enquire into sizes, recommended prices and ‘in-season’ products which when the swimwear line of Calvin Klein is launched, it will feature on the home page to increase awareness. Paid Search Calvin Klein could strategically pay major search engines such as ‘Google’ to  promote Calvin Klein in the top sites promoted when such key words as ‘swimwear’ and ‘beachwear’ are searched. This way consumers are more likely to be directed towards exploring Calvin Klein swimwear range in contrast to other search results leading consumers towards competitors. Social Media; Instagram & Facebook CK aims to develop a stronger presence online and in the social media sector, as the target market characteristically uses these mediums often thus it remains an effective mechanism for reaching our intended audience. Public Relations Publicity A media release by Calvin Klein will be issued in a strive for positive publicity and brand exposure with the main message of the article highlighting the fact the CK brand has extended their product line to include ‘swimwear’. The purpose of the media release is to inform both the public and industry experts and fashionistas of the direction of the CK brand. Sales Promotion Point of purchase displays Point of purchase displays will be offered to major retailers of CK apparel such as Myer and David Jones. The display will include the products and the CK swimwear promotional video and catalogue for consumers to take. This will help to attract customers into the store and increase their sales, this will help to encourage distributors and retailers to carry and push our product. Distributors that promote our POPD’s will be entitled to a trade allowance. Celebrity Endorsement The Stenmark brothers (as pictured), are well known industry wide and in the Sydney region (from Riverview School) and are therefore appropriate figures to use as our campaign endorsements. The prestige and ‘sexy’ look associated with the brothers fosters the image and intention of the overall campaign. Personal Selling Recommending a way to satisfy the customer’s needs and wants It is our aim to continuously stay up to date with customers’ needs and wants and to always satisfy these. CK’s research and development team is determined to always be up to date with latest fashion trends and fads to help to always satisfy customers needs and wants. The limited edition range, includes the latest in fabric innovation, that fosters increased comfort for consumers. Closing the sale Major retail chains will be provided the opportunity to sell the new CK swimwear range (such a David Jones and Myers) . The employees of these retail outlets will be provided educational material with special selling points to help them promote the product and close the sale. Incentives for staff will be provided with free products and discounts for exceptional personal selling efforts. Follow ups Retail assistants will be provided the opportunity to provide feedback to CK on the customers likes, dislikes and opinions on the product range as well as their own findings. This will help the ensure that the customer’s needs and wants are always maintained to a high standard. Campaign Evaluation In assessing the success and effectiveness of the campaign there are various factors to take into consideration including; sales figures, marketing goals, advertisement content, media mix and the creation process. Sales Figures Comparison of actual and projected sales results, is an indicator of the success of the campaign. This involves assessing the percentage of growth, and whether this met or didn’t meet the objectives and expectations. Additionally, it is crucial to consider the context of the period of selling, for example the strength of the economy or stage it is at in can have implications or heavily influence the sales results of the CK range. According to our projected budget our net profit aims to reach $2,582,390.00 which would generate a healthy return for CK. Marketing Goals This involves assessing whether the marketing goals and objectives were met. For example, if the marketing objectives were met in terms of the desired market share. Additionally consider if the advertisements were reaching the intended market. Advertisement Content Consider was the underlying message of the campaign communicated to the market, were they able to easily understand and absorb the message. Additionally, consider did the billboards and magazine advertisements for fil the purpose of reaching out to the customers and informing them of the new limited edition range? And also how was the message received by the target market? Did it provoke a positive or negative response and why? In order to gather this data, CK can conduct interviews and surveys from consumers to gain understanding of the varied responses and identify room for improvement for future campaigns. Media Mix Consider the different mediums used in the promotional campaign, billboard, magazine and shows, and which medium seemed to be the most successful and why. Crucial to compare sales figures across the different mediums (magazines and billboards) and identify net and gross profits to identify areas of strengths and weaknesses. Creating Process Consideration of the time frame of the campaign and whether the required tasks were completed on time to a professional standard, additionally if the campaign stayed within the budget. In overall evaluation of the campaign, with consideration of the elements outlined above, the campaign is projected to run successfully and generate a significant profit for CK. Conclusion In summary, this report has discussed the integrated marketing communications plan for the introduction of the new limited edition Calvin Klein swimwear  range. It has outlined the marketing strategies and promotional activities to be implemented to ensure a successful campaign, in turn ensuring organizational objectives are achieved. Appendices Campaign Evaluation Template Unknown, viewed 24th September 2012, http://www.biztree.com/Templates/Marketing-Campaign-Evaluation.html Unknown, Calvin Klein, viewed 1st October 2012, J.McLaughlin, March 31, 2010, Calvin Klein: A Brand History, viewed 24th September < http://www.time2.co.uk/blog/brand-history-calvin-klein > Additional References A.Brannon, B.Chirichella, C.Schaffer & J.Wittmer, 16th November 2012, Calvin Klein, viewed 24th September 2012 A. Kesper 2011, Australia, a nation transformed, viewed 24th September 2012 Belch, George and Belch, Michael 2012, Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition, viewed 24th September 2012 D. Waller 2012, Developing your intergrated marketing communication plan, 1st Edition, viewed 24th September 2012. J.McLaughlin, March 31, 2010, Calvin Klein: A Brand History, viewed 24th September < http://www.time2.co.uk/blog/brand-history-calvin-klein > Unknown, Advertising and Marketing Communications, viewed 24th September 2012 Unknown, International Directory of Company Histories, Vol. 55. St. James Press, 2003, Calvin Klein, Inc. History, viewed 25th September< http://www.fundinguniverse.com/company-histories/calvin-klein-inc-history/ > Unknown, PVH, Our Company: Leadership, viewed 29th September 2012, N.Smith 2012, Gentlemen’s Quarterly 2012 Media Kit, viewed 29th September 2012,

The fail city---Philadelphia, PA Essay Example | Topics and Well Written Essays - 1750 words

The fail city---Philadelphia, PA - Essay Example It has an art and culinary mix that is reflective of its ethnic mix of Irish, Scottish, and German immigrants in the seventeenth century, then followed later mostly by immigrants from southern and eastern Europe such as Poles, Italians, Hungarians, etc. and followed again by another immigrant wave of African-Americans during a period called as their Great Migration in the early twentieth century. Before the European settlers and colonizers came to Pennsylvania, this state is the home of the Delaware native-American tribe as well as other Indian tribes like the Iroquois, Shawnee, Erie, and Susquehannock. Pennsylvania is one of the original thirteen states which declared independence from Great Britain. Although its state capital today is Harrisburg, it is Philadelphia which has a rich historic legacy in most important events of American history, like the Declaration of Independence (1776) and the signing of the Constitution (1787), as it was the preferred meeting place of the Founding Fathers. Philadelphia once surpassed Boston as a chief seaport in the mid-Atlantic seaboard. This paper examines the success factors of Philadelphia from an anthropological, economic, and political viewpoint during its heyday. Discussion Philadelphia had always been the center of most human activities since its early time as a European settlement. As such, its success can be viewed from an anthropological angle or perspective because it was, and still is today, a melting pot (or salad bowl) on the East Coast. The original settlers of Philadelphia were the Indians and a first wave of European colonizers was the Dutch, followed by the British, and then a bit later, by the Swedes. The resulting mix of various European settlers intermarried with the natives. This mixture of peoples produced a tolerant attitude towards other cultures and got the best aspects of each culture to make the present culture of Philadelphia today which is progressive, flexible, and open to new ideas. The peopl e of Philadelphia are composed mostly of white Europeans (almost 82%) who are non-Hispanic with the next big majority being either black Americans or African- Americans (non-Hispanic origin). Besides these two, there are also many ethnic groups in the city’s population such as Native Americans (descendants of the remnants of original tribes) and Asians such as Pakistanis, Chinese, Indians, Vietnamese, Koreans, and Cambodians. The composition of Philadelphia’s population is truly cosmopolitan hence it is similar to New York City in terms of ethnic diversity. The different groups learned to live with each other in peace due to close proximity and tolerance for their differences. Philadelphians have learned to accommodate, cooperate and collaborate in the racial politics of culture (Baker 130). Although anthropology has four main areas of concentration in terms of study (the sociocultural, biological-physical, archaeological, and lastly, linguistics anthropology) it is th e sociocultural aspects of Philadelphia’s anthropology which can best explain its success as a big, modern city. This is to examine the city in terms of its sociocultural features such as in social patterns, religious beliefs, and cultural practices, as defined (American Anthropological Association, para. 2) because it determines justice, balance of

Film Viewer Opinion Paper Essay Example | Topics and Well Written Essays - 500 words

Film Viewer Opinion Paper - Essay Example I watched movies which listed great performers but the movie itself was a disappointment and I also watched not well-known actors on unpopular movies but was more satisfied at the end of the film compared to some well-advertized movies. Just because well-known artists are performing does not always guarantee a satisfactory movie experience. It is also important to take a look at other works of the director, if there have been good reviews constantly given, the film might be worth watching, though it is not also a guarantee because directors are also artists who may make a masterpiece and one that is not satisfactory. If the three aforementioned features are met, watch the film. I love humor in stories but of course when the entire film portrays humorous events, it would not be realistic anymore. I think the most important things to consider, to ensure an enjoyable movie, are humor and facts. I guess we basically experience the same emotions and that is what most would look in a movie. It is the thread that undeniably binds actors, directors and viewers. Twists make a film interesting also because it stirs up a viewer’s curiosity and mathematical abilities to be put at work. When unexpected turns unfold, viewers are satisfied that they have not guessed the possibilities before the scenes were shown and they are left to be amazed at how the story was presented. I think that makes a movie interesting. On the other hand, when viewers can tell what would come next in the story, they feel they can almost tell the story even without finishing the film. This makes them feel bored and might regret even giving the movie a thought. Lessons learned also make a film enjoyable. When a movie offers insights that viewers could adopt for practical living, it can spark their interest and hold their attention until the finish. That is why movies

James VI Essay Example | Topics and Well Written Essays - 1500 words

James VI - Essay Example His father Henry Stewart but widely known as Lord Darnley. Darnley, he lost his life in a mysterious explosion at his residence. Just seven months after this Mary Queen of Scots was forced to surrender her throne as she was beaten by rebels. Mary went away and James was left alone. James was given the throne of Scotland at the age of fifteen months this is when he became King James VI of Scotland (Harris& McDonald 2006 ). Today, James I of England also known as James VI of Scotland has addressed to Parliament on the divine right of kings. This was very disappointing to Parliament after many conflicts between it and King James. King James made a horrible statement to all religious eyes that kings are a figure like God himself. "Kings are fairly known as Gods, for that they use a manner of likeness of divine power upon this planet." This surprised the listeners as he spoke regarding the similarity of kings and God. This sent awe throughout the square where the speech was made. Many have said that this will send the king straight to hell with no judgment what so ever. The king made some over the edge of the earth similarities between the power of God and the power of kings. This is an exert from his speech showing the similarities: "God has the power to create, or destroy, make, or unmake at his pleasure, to give life, or send death, to judge all, raise low things, and to make high things low at his pleasure, and to God are both soul and body due. And the like power have Kings; they make and unmake their subjects: they have the power of raising and casting down: of life, and of death: judges over all their subjects, and in all causes, and yet accountable to none but God only." (www.thedukeofyork.org/files/pdf/jamesi) This statement surprised a lot of church officials at the time and numerous protesters were there in opposition to the King. One protester held up a sign saying, "You are not God, he made the Bible." After the King saw this sign, he promised to translate the Bible to English. This is not certain to happen, as the King has a bad relationship with parliament. This might cause him to not have enough money to translate the Bible, but it will bring us to no conclusions. . As a result, James VI of Scotland was put on the English throne as James I. Like his predecessor, James was a passionate supporter of the Anglican Church. Because of this, he did not have much leniency for Puritan's demands for the improvement of the church. What little tolerance he had went to the agreement of a new translation of the Bible to English, called the King James Version or Authorized Version (www.biblelife.org/calvinism.htm ) (one of the most commonly used English translations today). Other than that, James disapproved of further modifications to church doctrines. Upset by the king's refusal, many Puritans left England to flee to Holland and later sail on the Mayflower, heading for a new life in the Americas. King James I, a shred Scotsman, was head of both the state and the church in England. He saw his subjects could defy him as their spiritual leader. He therefore threatened to harass the more bothersome Separatists out of the

Apple should move to a bazaar, or open source, model of development Essay

Apple should move to a bazaar, or open source, model of development similar to Android because this model promotes innovat - Essay Example Prior to the conversion, it was the â€Å"bazaar† system which was commonly adopted by companies all around the world. Raymond (2001) unambiguously specifies regarding the advantages to implement an open source business model towards obtaining greater competitive advantages and scope for continuous development through innovation. One of the most prominent examples to identify the virtues of an â€Å"open source† business model can be regarded with reference to the case of Android software. Notably, it was the open source development model which promoted commercial business of software that further augmented the variables for competition, motivating the major market players to actively participate in product innovation. Hence, from a long term perspective, it becomes apparent that open-source models are likely to be beneficial with regard to industry development and customer satisfaction (Olaleye, â€Å"Open Source Business Model for Mobile Computing: Android Open Sourc e Pt. 1†). However, there are a few companies which yet focus on implementing closed business model emphasizing on strict licensing policies such as Apple Incorporation. Thesis Statement Concentrating on the virtues of an open source business model, this essay will intend to evaluate the appropriateness of adopting an open source business model over a â€Å"bazaar† system to promote product innovation and quality enhancement in case of Apple. Thus, the discussion will attempt to justify whether Apple should move towards adopting an open source model similar to Android. Discussion In the context of present mobile market, Apple Incorporation is often regarded as a leading brand in the IT industry maintaining a particular brand reputation in the minds of the customer. In its business process, Apple had been marketing its software products with copyright licensing which meant that people would have to buy the product code before downloading or installing the software in the ir PC or Mac book. On the other hand, another technology industry giant, Google incorporation has been offering its most demanded software Android, uses an open source model which is based on Linux operating system. In this open source Model, customers are allowed to directly download applications or software in their devices in exchange of minimum or zero monetary value. Certainly, owing to their differing business models, the two software companies have gained dissimilar results in terms of product demand, customer satisfaction and competitive advantages. For instance, customers of Apple products (such as Mac book or iPhone) need to purchase the license before installing the software on their devices in exchange of a specified amount. Even though purchasing license tends to boost customer confidence in terms of quality concerns, it has also been observed to hamper their satisfaction level owing to the complex transaction process and limited choices. On the contrary, the software p ackages of Android is available at a much simpler process along with choices which in turn tends to increase customer satisfaction level; however, it also tends to inhibit customer confidence concerning their quality demanded. Therefore, from a short run perspective, the open-source business model can be termed as advantageous, but from a long-run perspective, t

Metamorphosis Essay Example | Topics and Well Written Essays - 250 words

Metamorphosis - Essay Example The value of family, money and changes are included in the important lessons presented in Kafka’s story. The metamorphosis experienced by the man character can be considered as a representation of the challenges present in life that people have no control of. In terms of the financial aspect of the story, despite the dependence of a family to the breadwinner, things may change as the former harmonious relationship may become conflicting as represented by the primary character. The author also showed how people usually look at the appearance instead the attitude and inner character of a person before judging him or her. Also the limits of human beings for understanding were shown in the novel as the reader can feel how sympathy may be lost. Even though a family is expected to be close enough, it may occur and ruin the relationship. In terms of the mood of the story, it does not tackle the usual flow of the story as it distorted the common view or expected flow. The readers may have the expectation that it would be a light novel, but it was filled with problems and negativities. The novel is really good in capturing the attention and curiosity of the readers as it twisted the story into something that is not expected while sharing insights and lessons in life that may seem valuable and

Nursing the Patient in Pain Essay Example | Topics and Well Written Essays - 1750 words

Nursing the Patient in Pain - Essay Example Searches will be made based upon these 5 aspects of epidural anaesthesia, using as a beginning the references supplied by Chumbley and Thomas. Epidural analgesia is now a commonly used technique used to manage the acute pain which comes after surgery, usually being a planned procedure, the best time to consider postoperative pain relief actually being before surgery begins. The method first became available in the 1960s ( Klein, 2011) and has increased in use especially since the1980s (Wheatley et al, 2001). Usually it is given for from 2 to 5 days postoperatively , this depending upon the surgery type undergone. After this period the patient should have recovered enough to cope with oral medication for their pain relief. ( Chumbley and Thomas, 2010, page 40). ... ffectively, according to evidence based practice, this method reduces any risk of major adverse outcomes according to Chumbley and Thomas ( 2010, page 35). Both opioids and local anaesthetics can be used . These medications can however themselves produce serious, possibly fatal, side effects. Usually the epidural cannula will be put in place while the patient is still in the operating theatre. The role of the attending nurse is to monitor and assess patients receiving epidural anaesthetics, and to work with the evidence obtained , reporting any possible causes for concern, and so work towards preventing the development of these adverse effects. The College of Anaesthetists ( 2004 , 4.1) describe how it is the responsibility of the department of anaesthetics to ensure that properly qualified staff and appropriate protocols are in place in order that epidural analgesia can be undertaken safely and effectively with the anaesthetist, pharmacy and nursing staff working together. The epidu ral space into which the medication is inserted by a doctor is the potential space between the outer membrane, the dura mater, surrounding the spine and the bony vertebrae. This space contains blood vessels, nerves, connective tissues and fat. The nerves which are present work in various ways, such as passing on messages regarding movement. They also relay messages via the sympathetic nervous system to the brain about pain, touch, and temperature. This potential epidural space is present from the base of the skull down as far as the sacrum, but the spinal cord itself only extends as far as the second lumber vertebrae ( Macintyre and Schug, 2007). The patient is usually placed with their spine curved as this makes insertion somewhat easier. The needle is pushed in until it reaches the hard

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

Markting - Assignment Example The user can choose to set the calorie alarm of the device to a specific level of his or her choice. For example, if the user is on a 180 calorie diet per meal, the user can set the calorie alarm to 180 calories. Once the user will reach or exceed his or her desired calorie level, the alarm will activate and the device will display the total amount of calories the user has taken. Before the user starts his or her meal, the user has to press the start button to activate the calorie intake meter. After the user has finished the meal, the user then has to press the stop button to end the calorie intake count. When the stop button has been pressed, the data (amount of calories taken) will then be automatically saved along with the date and time (to indicate if the meal is breakfast, lunch, snacks or dinner) into the memory card of the device. Once the data has been saved, the user then can upload the data to the computer so that he or she can keep track of his or her calorie intake. Just like any ordinary watch, the device has time, calendar and stopwatch features, as well as the ability to switch the display with a press of a button. During my research I found products that are similar to the calorie intake counter. This similar product is called calorie counter watch. The difference between the said products is that the calorie counter watch measures the amount of calories burned by the user through the help of a pedometer which is installed in the device. A pedometer is a device that measures the distance a person travels on foot by responding to the motion of the body. In the case of the calorie counter watch, the pedometer measures the steps and the calories burned through the swinging of the arm. While the calorie intake counter watch as stated above, measures the amount of calories the user has taken through a special device called calorie intake meter. The calorie intake counter watch is a good instrument for people who want to maintain, gain or

Ecotourism in Zanzibar and Kenya Essay Example | Topics and Well Written Essays - 1000 words

Ecotourism in Zanzibar and Kenya - Essay Example Ecotourism has been argued to play vital roles in salvaging some of the world’s endangered ecosystem. Proponents of the concept also believe that it provides a platform through which state or society can develop or adopt sustainable economic strategies so as to safeguard biological resources. It is worrying to point out the fact that most communities that own biological resources have been pursuing environmentally-damaging strategies. Ideally, ecotourism is helpful in finding a compromise between preserving the natural environment and pursuing development. Even though some countries have successful implemented this concept, others still face a great deal of challenges. Zanzibar and Kenya are some of the few African countries that have successfully implemented ecotourism concept. This essay compares and contrasts some of the ecotourism practices that have been implemented in Zanzibar and Kenya (Honey, 1999). Similarities Creation of the Independent Ecotourism Society (TIES) In both Zanzibar and Kenya, The International Ecotourism Society (TIES) was formed purposely to get a tourism that is friendly to the natural environment and culture of a country. In both countries, the body has employed people who travel from one natural area to another to ascertain the nature of tourism that would conserve the environment and improves well-being of the people (Honey, 1999). The body has been working hard to change the perceptions of the tourists, create environmental awareness and explore natural environments. The independent body is constantly working a vast number of collaborators and supporters. In both countries, the body has attracted members from diverse cultural backgrounds. They draw knowledge from these members and utilize them as channels for spreading information about ecotourism. Ecotourism’s conservation efforts and strategies (Visitors’ attitudes and feedback) In Zanzibar and Kenya, visitors’ attitudes and feedback on ecotourism in the country is taken seriously as it is incorporated into ecotourism management tourism. The information provided by visitors helps in predicting the consequences of actions on the ecotourism experience. It is crucial for any country to take into account satisfaction of tourists and ecological-well being (Honey, 1999). The two countries have been monitoring and assessing the conditions and situations of the sites commonly visited by tourists, and this has helped in the creation and protection of recreational resources for visitors. In addition, this has aid the provision of appropriate recreational experiences. Ideally, the two countries have been using visitor perceptions of the potential effects of tourists to ascertain indicators of monitoring environmental conditions. For example, Kenyan government, through the Ministry of Tourism and Natural Resources, has been utilizing data on visitors experience about the environmental impacts in Maasaai Mara and Amboseli (Honey, 1999). Main streaming sustainable tourism principles in states policies and programs In the 1980s, tourism sector in Kenya and Zanzibar was completely unplanned. Both governments were weak in their tourist planning and regulation. In addition, they were not even able to implement some of its ecotourism projects. However, this situation changed rapidly in towards the end of 20th century. In Zanzibar, the International Workshop on Ecotourism and Environmental Conservation of 1994 was a turning point of the Zanzibar’s tourism industry. Since then, Zanzibar has mainstreamed its tourist policies and programs to integrate the policy makers to ecotourism programs. This is also happening in Kenya. This practice is implemented using ecotourism workshops and study trips (Honey, 1999). Role of NGOS and

Eating disorders and healthy eating Essay Example for Free

Eating disorders and healthy eating Essay Men make up 10 to 15 percent of the population with anorexia and bulimia, but are the least likely to seek help due to the gender stereotypes surrounding the disorders. a. Almost half of people in the United States personally know someone with an eating disorder, that half of the people in the class room know someone that has an eating disorder. b. Packing lunch , choosing restaurants wisely and keeping nutritious snacks on hand are just a few of the ways you can still manage to eat something and stay healthy at the same time. c. I would like to tell you more about healthy eating and what eating disorders and the effects are , how you can find out if some one you know has them and recognizing the symptoms d. What are the three types of eating disorders A. Anorexia Nervosa and Bulimia Nervosa and over eating Anorexia is a pathological fear of gaining weight leading to bad eating patterns, malnutrition, and u sually excessive weight loss and refusal to maintain a healthy weight. 1. When the person sees them self in the mirror they see extremely fat person, and to everyone else extremely skiny Bulimia is repeated binge eating followed by behaviors followed by purging to avoid weight gain 2. Taking laxative is also one the behaviors that people will take on to be able to lose the weight and be skinny Over eating is constantly eating without boundaries and past the appropriate amour of food or eating past the point of fullness 3. Some reasons are Boredom , anxiety and stress or even to please someone. B. Effects of eating disorders Treatments of eating disorders 1. Weight loss, fatigue, fainting, thin hair and nails Dehydration, menstrual irregularly, heart problems, took damge The worst one of all death Some therapy to talk about why the eating disorders is present and help the patient though it. 1. Most of the times eating disorders are issues that have gone untreated; and a way for people to feel like they have control over their lives. Medication that increases hunger for some and suppresses hunger for others

Features of Java Operating System

Features of Java Operating System Introduction: When 1st java card details were issued, the card chips where 8 bits with a few hundred of bytes of RAM and a few kilo bytes of EEPROM. These sever constraints led the java card forum and Sun to issue a had lots of limitations compared to standard java. This specification does not specify and operating system but an execution environment that most player in the smart card industry is able to implement on top of his own proprietary operating system. The silicon market evolution seems to indicate that next generation products will be based on much more powerful machines (32bits, 64bits, RISC, cache are becoming common in chip category) the smart card industry, through the java card forum, has clearly indentified this evolution and has started initiatives like the java card 3.0 details process that aim to define upcoming version of java card adapted nest era of hardware with this hardware evolution, java has also evolved a lot. It is more limited to the desktop environment and is now present in both the server market with J2EE and in the embedded system market with J2ME. This evolution brought interesting feature to the java platform process for running long lived application are popular on the server side and less java subset applicable to categories of devices has been defined with J2ME configuration. The purpose of this assignment is to have overview of what can be considered now as the less java feature that can be integrated to modern smart card hardware and how these features that can be integrated to modern smart card hardware and how these features can be turned into a card operating system that cope with the smart card industry particular constraint like big production, personalization post issuance. The reason for targeting an operating system instead of an additional software layer like its done in the computer world with standard JDK is to use java as the unique hardware abstraction for applications without intermediate levels to reduce the workload and increase the efficiency. Features of Java Operating System: The java platform defined in different techniques the java VM (Virtual Machine) specification and the java language specification. In the context of operating system these techniques are only relevant at the running environment level. The selection of the java Operating System features is guided by the classical needs of OS. The coding, linking, running engine and memory management for the performance. Class file of Java: The class file is Java define in the JVM (Java Virtual Machine) specification as delivery format for the code of classed to load into a Java VM. This format is considered to be verbose and not compact, but it has some other properties that provide a maximum flexibility both for the development and for the code application update. Other formats such as the Java card 2.x Cap file or the JEFF file format are focusing on reducing file size using the command and techniques like linking information removal or file structure reorganization. These techniques have good result in size reduction but induce deployment constraints depending on the degree of size reduction for example a Cap file can be ten percent size of the equivalent set of class files, but it requires an off card conversion step for the developer and to maintain off card a database of linking information to perform card pre linking which is painful work for deployment and card management. We argue that on card class file processing that provides the same reduction ration as the JEFF conversion fifty percent reduction. The process explaining more detail in figure below. Since the load link operation occurs only once in the life times on the class, we think that the development benefits brought by loading standard class files are worth the effort of loading the class file in its entirety and applying an on board conversion process that enable to store in card memory a structure equivalent to fifty percent of the original class file size. One of the main industrial profits of choosing the class file and defining you own conversion process is that it gives freedom for differentiation most of the card manufacture can choose an internal format adapted to his own particular constraints. Engine Multithreaded Execution: the java platform has native support for multithreaded and synchronization and even in the lowest configuration defined for the embedded system market like CLDC, this help to maintained the one may think that for embedded and resource constrained devices the Support for the multithreading may be too heavy to be reasonable, well there are lots of reason to have multithreading support in the core of very small java operating system. The core reason is that it enables to write power application framework on top of the Operating System, in java without needing complex native modifications of the Operating System and its happen when the SIM Toolkit application model has been explained in java card. There are also lots of classical reasons to use threads that are briefly described in the literature. In limited devices like smart cards, memory such as the Virtual Machine implements must be carefully choose an efficient and resource helping implementation of the multithreading support. The existence of java application only on the top of java operating system collaborating with native code and not with native application like in a desktop computer seems to support a green thread like implementation rather than a native thread implementation. Java Memory Management: One of the interesting feature of Java Virtual Machine (JVM) is the automatically garbage collected heap that is used to allocate java objects when they are created, letting the burden of moving, compacting, freeing the memory to the system instead of the developer. This interesting feature was lacking in the java card specification and give the developer of complex applications to developer their own memory management routines within the application code, which is written in java, this disadvantage of java card to behave as an Operating System. The programs shouldnt handle such sensitive task. There are several types of garbage collectors but the ones that seem the more appropriate to smart card like environments are generational collector. This type of collector are well adapted to server like long lived application which is typically the case of smart card program. Actually the memory manage for the object instances is separate from the memory management of system data like description, threads, code, classes, objects. This normally leading toward the complexity, bigger footprint of the memory management and static segmentation of the memory. We are experimenting an alternative to such a split organization that is to use unified object oriented memory management and static segmentation of the memory. We are experimenting an alternative to such a split organization that is to use a unified object oriented memory manager that both types of programs and system objects, in this case most of the things in the system is an object including java objects instances, loaded, code, classes and every object in the system is subject to garbage collection. This memory management leads to easy management code which is then hopefully smaller and more robust. Different Application Models: Most of the earlier feature of the Java Virtual Machine (JVM) describe above have common objective put in the Operating System the functionality that will make smaller and more efficient application. One great strength of java that was lost in java card and that we think must be reconsidered for next generation smart card Operating System is to be application model independent. The Java Virtual Machine (JVM) doesnt clarify a particular application model, but gives all the core features that are necessary to build various successful frameworks such as applets, serves or RMI Objects. Configurations: The smart card program and system designers and developers have considerations that are very similar to the people working in the mass production embedded system devices market. How to debugging fast/safely the Operating System and the programs, how to build quickly a product configuration, and how to decline and Operating System in product range to leverage the investment. There is more, the smart card industry has his own particularities like for instance the need for personalization of every issued card with the holder information. Development Issues: The use of java is in itself the beginning of a solution for some of these problems, because of the wide range of products freely or commercially available to help designers and developers. But the high safety exigency on smart card products implies that maximum effort must be made on any tools that would allow the developers to operate in an environment as close as possible to the actual device. Debugging the code while it runs. Issues: Product issue and other tools are help in the production and personalize phase of the cards. The ROM intervenes at the production step, to generate the code to mask into the chips ROM. It is complemented by the memory serialize which is used to build memory images saves in files. It will be sent to the card at initialization and personalize time to build the right memory structure that will put the card in the right state. Such tools are usually difficult to write and to maintain, but these tasks can be greatly simplified using the introspection capabilities provided by the unified object oriented memory management introduce above. Integrated Operating System: A solution to minimize the cost of these tools is to build an operating system that includes them from the beginning, in a configurable manner, and that can be declined from the same set of sources in different editions adapted to the targeted device. Such a configurable Operating System is illustrated in the following figure. Feature Categories Developer edition of the Operating System would include any developer features like an embedded debugging interface based on the JPDA standard, a shell based console to administer the Operating System load remove classes, create threads. Such a complete edition would of course run on computer and on emulator only not on real cards. Another declination would be the post issuance enabled edition that would be the high end embeddable version of the Operating System, targeted for high end cards with post issuance facilities with a loader linker. On the other eternity would be the minimal edition, targeted for low end cards, without any post issuance capabilities, that would have a much smaller footprint. Conclusion: In this assignment we have highlighted some features of an embedded java Operating System suitable for next generation smart cards considered as java micro server platforms. Three important java Operating System characteristic have been explained class file format acquisition, multithreaded support and unified memory management. Their implementation has been shown feasible and their usage and advantages has been explained in the context of configurable card platform architecture. Thanks to tools such shell console, debugger, ROMizer and Serialzier, the migration path from a rich platform configuration up to a customized platform configuration has been explained. The overall advantages of this embedded java Operating System architecture is its adaptability for being used, on one hand as full fledge java environment to quickly develop and test programs and on the another hand as an engineering environment for mass production of optimized embedded code hosted by limited devices. Though originally developed in the context smart cards, such architecture could be suitable in any embedded system device in which the java development platform can different from the final Java deployment platform. References: [1] The Java Card Virtual Machine specification 2.1.1. Sun Microsystems http://java.sun.com/products/javacard/ [2] Java 2 Micro Edition, Sun Microsystems http://java.sun.com/j2me/ [3] Java Virtual Machine Specification, Tim Lindholm, Frank Yellin. Sun Microsystems. http://java.sun.com/docs/books/vmspec/index.html [4] Java Language Specification, James Gosling, Bill Joy, Guy Steele, Gilad Bracha. Sun Microsystems. http://java.sun.com/docs/books/jls/index.html [5] The JEFF File Format, J-Consortium http://www.j-consortium.org/jeffwg/index.shtml [5] J2ME Connected Limited Device Configuration http://java.sun.com/products/cldc/ [6] Sim API for Java Card, ETSI TS 143 019 V5.2.0 (2002-03) http://www.etsi.org [7] Concurrent Programming in Java. D. Lea. Sun Microsystems, 1999. ISBN 0-201-31009-0, Addison-Wesley [8] Java Platform Debugger Architecture, Sun Microsystems, http://java.sun.com/j2se/1.3/docs/guide/jpda/index.html Master of Science BITE Innovative Technology 1

Mechanised Forces In Asymmetrical Forms Of Warfare History Essay

Mechanised Forces In Asymmetrical Forms Of Warfare History Essay Oxford Dictionary defines Asymmetry as lack of symmetry while others define it as not balanced or regularly arranged on opposite sides ie lacking equality and balance. Asymmetry is evident when two adversaries differ in availability of resources or technology, leading to an imbalance. Many authors use this term in the same breath as guerilla warfare, terrorism and/or insurgency which to an extent are actually tactics which address the disadvantage occurring due to asymmetry. Any imbalance between two belligerents would force the one who is weaker to resort to alternate tactics and concepts in order to negate the conventional, organisational or technological superiority of the stronger of the two. The conflict thus breaks away from military boundaries and now encompasses other environments, typically physical, where now it may involve civilians. More often than not, the winnings accrue from winning over the people and their minds and by moulding opinions in own favour. Thus the tactic s employed to achieve symmetry by the weaker actor do not follow set rules or positions and attempt to undermine the strength of the stronger adversary by exploiting his weakness and impacting him psychologically more than physically. Asymmetric warfare is considered as a subset of the Fourth Generation Warfare and can take on any form including information operations, guerilla warfare, urban operations or low intensity conflict; all unorthodox, irregular form of operations only to achieve symmetry. The Indian States and mostly the Indian Armys experience in combating this form of warfare is unique. Starting with the North-East insurgency, the IPKF imbroglio, ongoing low intensity conflict (LIC) in Jammu Kashmir and the developing Left Wing extremism, our experience is tremendous. Having said so, it must be admitted that in all this, the employment of mechanised forces has been restricted, except during the IPKF operations. Hence, the question of its relevance in such operations is bound to arise in our context. Relevance of Mechanised Forces in Forms of Asymmetrical Warfare Conventionally, the impact of mechanised force is synonymous with mobility, firepower and shock action. However, its employment in forms of asymmetrical warfare is under debate. Indian experience has not found much use of the mechanised elements except when absolutely necessary viz operations in Sri Lanka, Kashmir (Sopore) and Punjab (Golden Temple). This is more so drawn from the fact that utilisation of mechanised elements during internal security tasks raises the psychological level of conflict and draws un-necessary attention, both media and global. Further, impact of heavy armour and threat of collateral damage is inherent in employment of mechanised forces and hence its usage is deliberately restricted internally. Evidently, the utility of mechanised forces in their present form is limited in Internal Security tasks. However, contingencies for the employment of mechanised forces by the Indian Army do exist and shall become a reality in the near future as the country finds itself a footing as a regional and economic superpower amongst the comity of nations which would thrust upon her enhanced international commitments and responsibilities. India would need to demonstrate its will and capability to employ and deploy its military component beyond its national borders and in increasing numbers. Some of these contingencies could be:- United Nations mandated peacekeeping or peace-enforcement missions. Even today mechanised sub-units are operating as part of brigade groups in UN Peace-keeping duties. Out of Area Operations (OOAO). The main concept of OOAO envisages carrying out operations outside national boundaries either unilaterally or multilaterally towards fulfillment of military or political objectives. However, the obligations to undertake OOAO in the developing global environment would include maintaining regional stability and ensuring own national interests, wherein there may be occasions for military deployment in regional nations, independently or as part of regional alliance. As part of International Force in counter terrorist and counter insurgent operations. Examples of utilization of mechanised forces abound outside especially the operations of Israeli Defence Forces (IDF), US Army in Iraq, Russians in Chechnya, etc. even our own experience and lessons learnt whilst employing mechanised forces as part of IPKF in Sri Lanka are valuable. A SWOT analysis of the characteristics of a mechanised force would allow us to arrive at the best method of employment and thus the tactics required to be followed. (PHOTO SWOT ANALYSIS) While there is no denying the fact that one of the major characteristics of armour ie mobility is severely hampered in such operations, the exploitation of the other characteristics offset this disadvantage. Firepower. The target acquisition and engagement ability of the armour allows it to deliver precision fire even in restricted terrain. This obviates the need of Air Support and thus avoids collateral damage. The availability of secondary armament in the form of a machine gun is a major advantage. Shock Action. The physical presence and arrival of armoured forces in the area of operations is a symbol of power and destructive capability. The physical presence of armoured troops provides a deterrent effect and lends to strike fear in opponents not similarly equipped. Armour Protection. This characteristic plays a major role in LIC operations and MOUT (Military Operations in Urban Terrain) wherein the small arms fire is negated effectively. However, weapons of the adversary may also include rocket propelled grenades (RPGs) and improvised explosive devices (IEDs) which can be offset by additional protective systems like the explosive reactive armour (ERA) and operating techniques viz combined arms team. Flexibility. LICO and MOUT will involve small team operations with decentralized control. The tank or Infantry Combat Vehicle (ICV) are most suitable weapon platforms for leading such operations due to their inherent flexibility through communications and advanced battlefield management systems (BMS). History has been replete with examples of mechanised employment in asymmetrical forms of warfare. Recent instances are the Russians in Chechnya, the Israeli experiences and the extensive use of mechanised units in Iraq. Let us very briefly analyse some of these experiences which may suggest the relevance of mechanised forces in such operations or otherwise. Russians in Chechnya Russian invasion of Chechnya in December 1994 was a classical example of an asymmetrical battle in urban terrain between a conventional superpower versus the unorganized but highly motivated Chechen fighters. After failing to topple the anti-Russian regime in Chechnya through covert means, the Russians launched a major conventional effort to oust Djokar Dudayev, the renegade former Soviet Air Force officer who headed that separatist movement. While the Russian mechanised formations initially had some success driving the Chechens from the open areas of northern Chechnya, their lack of a plan for the operations in the city of Grozny, led the Russians to adopt the strategy of driving an armoured column into the center of town and capture the main administrative buildings, on the assumption that serious resistance would then cease. The Russians suffered numerous casualties and were forced to withdraw. The resulting military disaster has become a classic case study of the folly of using m assed armour without organizing combines arms teams, in an urban terrain. The Israeli Experience In response to the Hamas suicide bombing in Netanya, the Israelis launched OPERATION DEFENSIVE SHIELD (Intifada-II for the Palestinians) aimed to eliminating the safe havens of Hamas fighters in the refugee Camps. The Israeli Defense Forces (IDF) attack on the Jenin Camp gives us major lessons in employment of mechanised forces in urban terrain while countering asymmetrical tactics. IDF used its mechanised forces in conjunction with infantry and Special Forces troops in combined arms teams. This allowed them to exploit the firepower, protection and shock effect of the armoured sub-units. Mechanised columns were used to isolate the Camp initially and then as part of combined arms teams, they were utilised to invest and further assist the infantry in clearing the Camp. Lessons learnt by the Israelis make the tanks relevant in such operations albeit with certain modifications to the tactics and organisation. US Army in Iraq The extensive use of tanks by the US Army in its counter insurgency operations in Iraq firms in the relevance of mechanised units, especially in urban terrain. The US Army, after initial setbacks, changed tactics and started employing mutually supporting combined arms teams of tanks and infantry. The vulnerability of the armoured columns to insurgent tactics in urban terrain was offset by use of infantry in close support. Tanks were preferred over Armoured Personnel Carriers (APCs) due to the low survivability of the latter and the fact that risk of carrying troops in an APC was not worth the loss of lives. Commanders consider the intimidation and firepower of the Abrams a crucial tool for putting down the insurgents. When the Marines crushed insurgent-held Fallujah, they brought in two extra brigades of M1 Abrams tanks. The precision firepower, armour protection and ability to operate in small teams independently gave the commanders on ground the flexibility and reduced casualties a nd collateral damage. (Photo : Abrams tank upgrade for urban operations) Its a dirty, close fight, says an article in  Armor, the US Armys official magazine of tank warfare, by a group of officers led by Maj. Gen. Peter Chiarelli of the 1st Cavalry Division. Be wary of eliminating or reducing heavy armor as the Army modernizes, the officers warn, arguing it is crucial against insurgents crude but effective weapons. The M1 tank is still the platform of choice, says Colonel Russ Gold, a former commander in Iraq and chief of staff at the U.S. Armys Armor Center in Fort Knox, Primarily it was the shock effect, and it provided a lot of protection. Before OPERATION IRAQI FREEDOM, the Army had one vision for the future: the notion that a lighter, more mobile force would make armor obsolete. Now, the Army is recognizing that the tanks must be upgraded, he says, so that their armor can be used even more effectively, especially in the cities. IPKF in Sri Lanka Not much has been written or analysed with regards to the employment of mechanised forces by the IPKF but the operations of the one armoured regiment that was employed is a pointer to certain tactical lessons for the future. In asymmetrical forms of warfare and especially in urban terrain, the primacy of infantry is established but the commanders generally have a tendency to restrict the use of armour as part of road opening or operating base security. Generally the trend in IPKF operations was to break down the tank troops into individual weapon platforms with them being placed in support of the infantry coy / platoon. This led to enhanced casualties due to the inadequate knowledge of Infantry Company / platoon commanders on employment of tanks and also enhanced the vulnerability of tanks. Another lesson was the vulnerability of a tank to the threat of IEDs and chemical energy weapon systems. (Photo : T-72s damaged in IED blasts in IPKF) Tactics of Employment Tactics vary constantly with the situation especially when facing asymmetric challenges. Particularly, the urban terrain does force change in tactics and method of employment of mechanised units. Some of these have been discussed below. Employment of mechanised forces in isolation would be a retrograde step. The success of the mechanised units as part of an integrated task force or combat team is obvious. A combined arms team consisting of elements of armour, infantry and engineers is a potent force for such operations. They are mutually supporting and can exploit the characteristics of each other. Command and control of ibid combined arms teams needs to be dwelled upon. The command of such teams must be bestowed upon the one most capable to exercise operational control over the others. It shall be extremely difficult for the infantry commander to exercise control over the armoured troop and the Engineers detachment and hence, the obvious choice is the armoured troop leader due to his effectiveness in controlling his troop as well as the Engineer detachment while the infantry provides the close-in protection and clearing tasks. Needless to say, communications and infantry-tank cooperation would require tremendous coordination. For effective mutual support, the US Army utilized the box or the diamond formation wherein several Armoured Fighting Vehicles (AFVs) were grouped together. Tactics employed was to position vehicles at the four points of the formation and advance using slow, coordinated forward movements allowing time to scan the areas that may be dominated by the enemy. When movement was halted, the AFVs took up positions on crossroads in order to provide better observation and coverage. At the Combat Group level, dispersion was maintained by employing several box formations moving in parallel through blocks or streets and coordinating their advance and firing sectors in order to reduce the chances of fratricide. This also enhanced the lateral security of the columns. Organisational changes may have to be resorted to in order to enhance the survivability in such asymmetrical conflicts. We presently follow the traditional four troops with each being a three tank troop while the squadron headquarters is equipped with two tanks. It may be prudent to re-organise the combat team prior to deployment in such operations, to only three troops in a squadron with each troop being a four tank troop. The second tank in the squadron headquarters be replaced with an ICV with command, control, communications, computers and intelligence (C4I systems) on board. A four tank troop has major advantages as the troop now can operate in two tank sections with inherent mutual support. This would also confirm to the recommended formation of employment. In Iraq, the increasing demand for armoured units establishes the relevance and importance of mechanised units in asymmetrical conflicts especially fighting in built up areas (FIBUA), or as US Army would put it, MOUT. Another relevant thought process is the coercive impact of armoured units in such operations whereby, the armoured forces have been used as a visible symbol of power threatening the psychological domain of the adversary and impacting his morale. Conclusion The Indian Armys experience in asymmetrical forms of warfare is well known albeit more infantry oriented being related to internal security. Our infantry units are now adept and do adapt accordingly. However, the mechanised forces have remained under utilized except for their employment during IPKF operations and as part of UN peace keeping duties. As evident, the mechanised forces have a major role to play in asymmetrical conflicts and MOUT and the experience of other armies, especially the Israelis and the US Army, has been encouraging. There is a need to study their operations and gain from their experience, in order to prepare ourselves and our troops for such asymmetrical conflicts in the future. Even in conventional warfare there may be a need to re-invigorate the FIBUA technique of fighting, going by the fact that in developed terrain there may be a need to capture certain built up areas.