Industrial Sociology Essay

1) Europeans-particularly Germans have permanent `Voice `inside the firm, the company for which they work, while American workers have a `Voice` (When they have, hence not permanently) only outside the firm, the Company. Co-determination, practiced within Germany from 1951, implies the model where workers have a role to play in company management. Workers are entitled to playa role in workplace management as well as in the management of the entire firm through chosen board delegates. This principle also applies in Luxemburg, Austria and Scandinavia and involves worker involvement on both public and private organizations via works committees. Various laws related to worker representation on decision-making boards and works committees govern co-determination in Germany. 1972’s Works Constitution Act governs Worker participation and requires private firms with in excess of 5 permanent workers to have works committees. The firms’ managerial directors and employers are excluded from such committees with such committees coexisting with worker unions. Committee members’ numbers depend on the enterprise size with salaried workers, females and males, and income earners being represented in ratios similar to their respective numbers (http://www. allbusiness. com/management/business-process-analysis/339707-1. html). Employers and Committees work with cooperation and trust to benefit the firm and the workers. Committees as well ought to abide by the law plus defend employee interests. The issue in question determines relative powers. The committee ought to be consulted by the management regarding setting shift durations, rest and overtime periods, employing machines to track worker perfoamce or behavior, establishing performance-based motivation rates, establishing unique compensation plans called for by a restriction of processes, classifying, transferring, dismissal , and hiring workers , organization structures, manpower scheduling, staff management, worker training, and work setting. 976’s Co-determination Act governs Co-determination within the decision making board. It stipulates that decision-making boards have equal stockholder and employee representation in firms with own official identity, and with not less than 2,000 workers. For Firms having 500-2,000 workers, 1952,s Works Constitution Act applies with firms with less than 500 workers exempt form such stipulation. Managerial boards mainly select management boards; they also oversee the running of the firm. Additionally, firm by-laws stipulate that managerial boards be consulted regarding venture decisions, choosing and maintenance of executive personnel, and loans over specific limits. Such managerial board’s sizes are dictated by employee numbers, with 2,000 worker firms having not more than 20 board members with equal stockholder-worker representative representation. Out of the 10 worker representatives, 7 should be the firm’s employees including a minimum of 1 income earner representative, 1 from paid workers, plus 1 senior executive worker. The other 3 positions are taken up by unions having representation in such a firm. American organizations were particularly worried whether such a principle could dictate future labor management relations could be handled. Such a topic is currently even extra crucial when regarded as a constituent of the push towards greater employee involvement and confirmed by the initiation of plans within America like labor-management collaboration, excellence circles, and work-life quality. Within the United States, the dominant impediment is the charitable character of group action where employees determine if they want a union to represent them. Employers may, and usually do, undertake actions to evade unionization. Despite the fact that employees could derive greater benefits from an employee committee, such employees may not want such a concentrated action. US laws do not call fro whatever co-determination features and it questions the validity of issues like work quality life plans. Works committees , unless set up as genuine collective negotiation mediators and set up by persons voting within representation polls, are likely to breach current US labor regulations (ueapme, 2000). In the US, if workers choose union representation, the function of such works committees is essentially displaced by such local unions. Through restricted union jurisdictions, either for whole workplaces or among employees with similar occupational interests, all equally situated employees get represented by one organization. Such, merged with the conventional local US labor union concerns, implies that issues tackled by works committees are usually topics of group bargaining. Local matters tackled by such works committees are like the ones embodied by the US labor pact, however such works committees are based on legally authorized provisions, like dismissals, hiring, pensions and medical insurance, plus union-negotiated financial advantages , from where dialogue on local matters may originate (http://www. llbusiness. com/management/business-process-analysis/339707-1. html). The likelihood of employee involvement ion decision-making boards within America is nearly useless to talk about, because works committees’ analog, is hard to determine. Only in unique circumstances has US management conceded to even a small labor official representation on management boards. Without legal compulsion, the executive is unlikely to consider the co-determination notion. In addition, majority of US labor union leaders do not like such a concept; they believe they are able to represent employees better via conventional bargaining systems (http://www. allbusiness. com/management/business-process-analysis/339707-1. html). 2) Write a review of Jeremy Rifkin, `The Jobs Letter – A Rifkin Reader` available in Google. In his 1994 End of Work , Jeremy Rifkin posits that the world is going into a new era typified by a steady but unavoidable lack of employment. He argues that current global joblessness is at an all time high. Unemployment or underemployment figures are sharply rising as many new candidates face an unusual high-tech revolution where sophisticated machines are rapidly substituting humans in almost all industries and sectors. Such machines include: computers, telecommunication and robotics. Numerous job opportunities, like secretarial, blue-collar jobs, receptionist, clerical, sales clerks, telephone-related, librarian, middle executives, and wholesaler, are gradually being forever lost. Despite the fact that new opportunities are getting created, they mainly are usually temporary and low-paying. The globe, rapidly polarizing into 2 potentially incompatible forces namely: Information Technology elite which manages and controls the ultra-modern world economy; and a growing population of permanently-displaced employees with limited hope and prospects for significant employment. At eh same time, in excess of 15% of US citizens are living under the global poverty line. Rifkin proposes that the world move past the illusion of re-schooling for imaginary jobs and urges for pondering of the absurd, that is getting ready for the reality of phasing out a lot of employment related to manufacture and selling of services and goods. Rifkin states that people should anticipate a novel, post-market period where new official work substitutes have to be invented. Fresh approaches to income plus purchasing ability provision should be applied. Greater emphasis ought to be placed upon the rising third segment to help restore societies and build sustainable nations. An end to work would imply the end of societies, or herald the commencement of some huge social makeover and a renaissance of the human will (http://www. jobsletter. org. z/art/rifkin01. htm). 3. List and explain the `Three Social Deficits` brought about by economic and structural changes Structural and economic modifications lead to social shortfalls such as: absence of economic progress and demand; absence of confidence; and structural issues. Regarding structural issues, unsettled structural issues result to increased costs, such as administration expenses and service costs, for firms, which hinder investment as well as generation of fresh job opportunities. This leads to issues like: increased structural financial plan shortfalls; reduced labor market reorganization development; unconstructive motivation from social security systems, which prevent workers from taking fresh jobs or staying employed; reduced advancement in the liberalization of community services such as postal services, power markets and transport; and shortfalls pertaining to the execution of internal markets (http://www. obsletter. org. nz/art/rifkin01. htm). Regarding absence of assurance, the reduced industry and consumer confidence rates result from: uncertainty pertaining to the additional stock markets progress; doubts regarding petroleum price developments; and constant debate regarding growth and stability agreement. Absence of economic progress and demand result from: great increases in share values , thus reducing the purchasing ability and creating losses for numerous firms; relatively high actual interest rates in comprising with economic dynamics as well as the productivity gap; large states have inadequate room for economic policy maneuvering because of elevated structural shortfalls; and increasing joblessness result to public income reduction plus public expenditure increases (UEAPME, 2002).

EXPLORING CONSUMER PERCEPTION ABOUT PREMIUM WATCHES IN INDIAN CONTEXT Essay

He had formulated several aspects of marketing mix strategies in the past to face diverse kinds of challenges. For Chakravarti, any challenge in the watch industry, especially in an emerging market such as India, was something he looked forward to, as it gave him immense satisfaction when he was able to find some insights. Xylys was a premium watch brand launched by Titan a few years ago; the brand was aimed at creating a unique perception among consumers. The challenge was to create and shape a perception unique to the brand, since premium watches in India were associated with the Swiss brands Omega and Rolex, or Tag Heuer and other similar brands, which were more contemporary in nature. There were several interesting possibilities for Chakravarti to consider. Would a conventional-positioning approach be sufficient? Was it necessary to obtain some insights regarding the application of the uniqueness aspect to the self-perception of consumers? How were such aspects of uniqueness related to other established brands? How important was the â€Å"Swiss-made† label? Did the buyers and prospective buyers of premium watches hold any specific stereotypical images of such watches? The case delved into several aspects of the perceptual fields associated with consumer behavior with the objective of finding the most appropriate approach to further the prospects of the Xylys brand. No tC The liberalization of markets, the rising disposable income, exposure to western lifestyles, and the need for the new generation to establish an identity for itself were some of the reasons for the growth of the luxury watch category in India. Consumers were buying not only durable categories that were useful to them and satisfied functional aspects, but also categories and brands that reflected their personality. India had 28 states and seven union territories with a population of 77.42 million urban households. The income levels were categorized as follows: 62.7 million households earned up to INR 1,50,000 (Indian Rupees) per annum (1 USD was equivalent to about 45 INR), 11.6 million households earned between INR 1,50,000 to INR 3,00,000 per annum, and 3.1 million households earned 1 more than INR 3,00,000 per annum. With respect to the spending of households on top 10 necessities across all 2  classes of consumers, watches figured at the eighth position, on an average. The latest McKinsey report on India’s consumer market pegged spending on personal products and service necessities (watches were included as the eighth most required item, as described above) at 8% share-of-wallet (SOW) in 2005; this was expected to climb up to 9% 3 SOW by 2015, and to 11% SOW by 2020. THE WATCH INDUSTRY IN 2011 Global 1 â€Å"The Marketing White Book 2010–11: One Stop Guide for Marketers,† BusinessWorld, New Delhi, 2010, pp. 52–54. Ibid., p. 63. 3 â€Å"The ‘bird of gold’: The rise of India’s consumer market,† McKinsey Global Institute, May 2007, http://www.mckinsey.com/mgi/publications/india_consumer_market/images/India_Interactive1.swf, accessed on April 11, 2011. Do 2 S. Ramesh Kumar and Kasturi Baral prepared this case for class discussion. This case is not intended to serve as an endorsement, source of primary data, or to show effective or inefficient handling of decision or business processes. Copyright  © 2011 by the Indian Institute of Management Bangalore. No part of the publication may be reproduced or transmitted in any form or by any means – electronic, mechanical, photocopying, recording, or otherwise (including internet) – without the permission of Indian Institute of Management Bangalore. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Page 2 of 15 rP os t A significant decline in the global production of watches was witnessed in 2005–2009, with the volumes in 2009 at a fifth of the expected numbers. 4 This was attributed to the plummeting demand in the recession-hit markets of the United States, Japan, and Europe, among others. The premium segment suffered the worst, with the exports of Swiss watches dropping by 22% in 2009, despite having risen to an unprecedented high the previous year. 5 However, what was inexplicable was that while the rest of the world found  even regular watches unaffordable, the developing markets of China and India were experiencing growth in consumer demand for luxury and premium watch products. India In five years, the Indian watch market had grown at an average rate of 8% per annum. 6 The recession during 2008– 2009 hindered the sector’s growth, with a drop in the sales of luxury and premium watches, which was compensated by the growth of volume in the economy segment. 7 Thus, despite the global trends, the value and volume figures for 2009 stood at 40.6 billion units and INR 54.6 billion, with a growth of 8.5 and 15.4% in volume and value, respectively. 8 op yo In terms of category sales, the highest share, as per value, involved watches priced between INR 500 and 3,000. The premium segment—retailed between INR 4,000 and 15,000—had been growing at an exponential rate of 20% annually. 9 Low per capita consumption on the one hand and the growing demand for luxury watches on the other constituted the factors that forecast the compounded annual growth rates of 7.3% and 13.7% in volume and value, respectively, for the period 2009–2014. 10 INDIAN WATCH INDUSTRY Historical Perspective tC The Indian watch industry had its origins in the 1960s, with HMT’s Janata being launched in 1962. Before HMT, watches were sourced exclusively from imports, and could be afforded by only a small number of consumers. HMT was the first major watch manufacturer in India, and the sole indigenous player,  until Titan Industries Limited—a Tata and TIDCO joint venture—was formed in 1984, and started retailing watches in 1987. Titan, with its focus on satisfying the customer’s unspoken needs, gradually wrested market power and shares from HMT and became the undisputed leader in the wristwatch segment over the last three decades. The only other major Indian player was P. A. Time, with its brand Maxima, which managed to survive despite fierce competition. Other indigenous brands such as Allwyn, Shivaki, and SITCO failed to keep up with Titan and languished, with marginal to negligible market shares. No In 1992, liberalization opened up the Indian market to foreign players, and Timex was the first on the scene. It was soon followed by Casio, Rolex, Citizen, Tissot, Omega, Rado, and TAG Heuer (the new export–import (EXIM) policy introduced in 1999 relaxed the hitherto stiff upper bar on imports of luxury wristwatch brands). After the foreign direct regulations were changed by the government to allow up to 51% of foreign direct investment in single-brand retail operations, global brands set up subsidiaries in India with apparel brands such as Esprit, Tommy Hilfiger, Benetton, and Levi’s, also launching brands of their own. Growth of Industry Do The Indian watch industry began in the 1960s with the public sector enterprise HMT, which was the government’s initiative to start the indigenous manufacture of watches. The import industry brought in the more fashionable watches, but the basic need for timekeeping was satisfied by the sturdy and reliable mechanical wristwatch models 4 â€Å"Watches in India,† Country report, http://www.euromonitor.com/watches-in-india/report, accessed on July 22, 2011. Ibid. 6 Ibid. 7 Ibid. 8 Ibid. 9 Ibid. 10 Ibid. 5 This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Page 3 of 15 rP os t manufactured by HMT. In the absence of other brands, HMT could afford to retain goodwill despite offering limited styling and choices to its customers. A few decades earlier (when HMT held a monopoly in the category), a watch was a product that anyone who had taken up a job aspired for. Traditionally, the penetration levels were quite low during this time; the notion of a â€Å"watch for the masses† was diffused in the psyche of consumers only after the late eighties, when the country witnessed major lifestyle changes. The nineties enhanced this perception as many brands entered the  market following the liberalization of governmental policies. The Tata group introduced the quartz watch in the 1980s under the Titan brand, and differentiated themselves on the basis of accuracy, style, choice, presentation, and vigorous push-marketing. 11 Timex, in collaboration with Titan, launched its range in India in the nineties, with a mutual understanding that the former would keep to the low-price plastic segment, while the latter would manage the high-price metal segment. Timex positioned itself with the tagline â€Å"You don’t have to be rich to afford a Timex,† and was well accepted by the market. After a few years, Timex became an independent brand and set up its own distribution channels, and emerged as a brand associated with the sports and casual wear segment. op yo Early in the twentieth century, many multinational players entered the market, which was made possible by the EXIM policies that raised the bar on the import of luxury watches in India. AN OVERVIEW OF THE COMPETITION The single largest player was Titan, with a brand share of 20.6% in 2009. 12 The next player worth mentioning was Swatch, with a relatively small share of 5.9%. 13 Timex was a relatively strong multinational brand in the market. Rolex, PA Time, Citizen, and Casio had small significant shares, and HMT was also present in the Indian market. Despite the presence of many brands, the market was still primarily controlled by the unorganized sector (to the tune of 65%) even in 2009. The present competition arose from the increasing foray of multinational players into the lucrative luxury segment; however, the real challenge was to tackle the spurious imports being sold by the unorganized sector. tC Watches transformed from time keeping instruments to fashion accessories during the eighties and nineties owing to significant lifestyle changes; this was reflected in some of Titan’s advertisements. Watches as fashion accessories were in competition with a variety of other products such as apparel and fashion handbags; hence, watches had to have a clearly differentiated element of perceived utility apart from fashion. 14 SEGMENTATION OF THE WATCH MARKET The watch industry could be segmented according to various criteria: technology, benefit, and price. No Watches could be classified into three kinds based on technology: mechanical, quartz analog, and quartz digital. The first went out of vogue since the bulky mechanical format did not allow for elegant design; it dropped in volume shares from 7.2% in 2004 to 4.6% in 2009. The second kind was the largest in both value and volume, and was expected to remain the market driver for growth in 2009–2014. Digital watches suffered from the consumer perception of being low cost and lacking in style, and hence, the market for them had not yet picked up. The sales figures by value for these sub-sectors for 2009 were INR 3,000, 46,000, and 6,000 million, respectively. The major market players in these three sectors were HMT, Titan, and Casio, respectively. Do The second basis of classification was benefit, and the market could be divided based on use, namely, casual, formal, and sports. Many of the brands offered some options in all three segments, but most catered only to the first two segments; the sports segment remained a largely untapped segment. Nearly 35% of all watches retailed were casual, 60% were formal, and a mere 5% belonged to the sports segment. 11 â€Å"The Titan Story,† http://www.titanworld.com/titan_stories, accessed on November 29, 2010. â€Å"Watches in India,† Country report, http://www.euromonitor.com/watches-in-india/report, accessed on July 22, 2011. 13 Ibid. 14 Ibid. 12 This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Page 4 of 15 rP os t The watch market could be classified into economy, standard, premium, and luxury segments. 15 The mass market (i.e., the economy segment) accounted for nearly 67% of volume and 50% of value shares, and was catered to almost entirely by the unorganized sector. Popular (standard), with prices ranging from INR 500 to 1,200, was the lowest range offered by the organized sector (Titan and Timex, primarily). The premium segment consisted of watches in the INR 1,500–5,000 range, offered by almost all the indigenous and multinational brands. The demand from the middle and upper income groups promised to be the growth driver for this segment in 2009–2014. op yo A better explanation in terms of consumer behavior was the third basis of segmentation as defined by Yankelovich (1964). 16 He presented a scheme for the non-demographic segmentation of various product categories, including watches. Segmentation by value was considered to be particularly apt for this market. Thus, the authors arrived at three distinct segments, each offering the customer a different benefit and value than the others. As was stated earlier, the watch had always been a product that appealed to people, but the nature of the appeal and the associations related to watches changed with the changing environment. A watch or a specific brand in particular became a symbol of several associations that were in tune with the changing environment. These associations were generally glamour, fashion, sports, and fun, and the intensity of these associations became pronounced depending on the respective segment toward which a brand was positioned. Lifecycle stages also mattered—a school student would celebrate his/her first watch with neighbors and friends, a college student would garner attention among his/her friends with a recently bought watch, and an young executive who had been successful in his job might reward himself with a premium watch after a few years of hard work, and also â€Å"announce his arrival into a world of success† to the outside world. †¢ †¢ Value for money: Low/regular-priced watches that were accurate and sturdy. Owners tended to replace these when they failed.  Premium watches: High-priced watches, with assured longevity, excellent workmanship, and good styling. Owners were ready to pay a premium for the benefits that accompanied these brands. Special watches: Extra benefits such as fine styling, brand name, and accessories (such as gold casings) were desired by potential customers. The watch, apart from being a fashion accessory, was part of a ritual gifting ceremony, and needed to encapsulate the emotional benefits required to succeed. No †¢ tC Symbolic and lifestyle categories that were created in the last 20 years or so included apparel, watches, mobile phones, portable music players such as iPods, cars, televisions, two-wheelers, and spectacles, to name a few socially conspicuous product categories; brands made use of such psychological needs of consumers to position themselves, with one category often competing with another. For example, a typical middle class household in India that had bought a TV (it is a well-observed fact that a TV is generally high on the purchase agenda of a middle class family) on installment basis (the installment plan allows a consumer to pay for the purchased product over a period of time through monthly payments to the seller/retailer) might postpone buying a new watch for a student in the family who was entering college, owing to financial pressures. Such instances would be rare in a developed market, especially with regard to the purchase of a watch. It was interesting to note that the lower end offerings (relatively lower end to be precise, when compared to the price of luxury watch brands) from brands such as Titan also used glamour, romance, and celebrity orientation for the positioning strategies of several of its brands (such as Titan, Fastrack, Sonata, and Ragaa). Titan was a leader in the organized quartz analog watch segment, and millions of pieces had been sold over the years. It was interesting to note that regardless of the price range or the benefit, watches held a symbolic appeal in the Indian context—an appeal that could be associated with the self-perception or the personality/style a consumer would like to project to the outside world. Luxury watches had a special appeal with regard to such an orientation among consumers. Do The watch market in India was divided into three broad segments: mass market (price below INR 1,000), midmarket (price between INR 1,000 and INR 10,000), and premium market (price starting at INR 10,000). Luxury watches in turn, were categorized into three sub-segments: 15 16 Ibid. Yankelovich, D., â€Å"New Criteria for Market Segmentation,† Harvard Business Review, March/April 1964. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context 2. 3. Premium watches: INR 10,000–50,000. This was the space where Xylys operated. The other prominent brands in this space were Tissot, Seiko, and Citizen, in addition to fashion brands such as Emporio Armani and Hugo Boss. Accessible Luxury: INR 50,000–3,00,000. The biggest Swiss brands such as Rolex, Omega, Longines, and Tag Heuer operated in this space. Exclusive Luxury: INR 3,00,000 and above. Very high-end brands such as Breguet, Patek Philippe, Audemars Piguet, Breitling, and Hublot populated this segment. rP os t 1. Page 5 of 15 From the point of view of look, there were four philosophies from which brands tended to choose and occupy, namely, dress, classical, fashion, and sport. For example, among sporty watches, Tissot, Tag Heuer, and Breitling were the brands in the premium, accessible, and exclusive luxury sub-segments, respectively. LUXURY BRANDS op yo The market for luxury watches was estimated to be 3% of watch retail, and was growing at almost 20% annually, which was more than twice the growth rate of the entire market. 17 Luxury brands were priced above INR 15,000, and primarily included imported brands offered by multinational players, such as Omega, Rado, Longines, Tag Heuer, and Tissot. Titan was the only Indian brand in this sector currently, with Xylys at the luxury end of its portfolio. Personal interviews with some managers at retail outlets suggested that the competition to the Xylys brand was from established brands such as Seiko and Tissot. 18 The main consumer of luxury brands was the new generation executive, who was set to move toward the prime of his/her career, and who had a keen sense of brand consciousness. These included an increasing number of young and middle-aged professionals in the upper strata of management in corporate houses, and also Indians who belonged to the higher socio-economic strata and had a penchant for luxury products. The major consumers of watches in the luxury segment included CEOs and senior professionals in their thirties and forties, new generation entrepreneurs, and young working professionals. tC Successful brands sold because they positioned themselves based on the benefits they offered to those who possessed them; such benefits could be functional, symbolic, or experiential. 19 Brand concept management 20 stated that for long-term success, the brand image needed to be based on a brand-specific abstract concept. The authors felt that such an orientation would help the long-term plans of luxury watch brands. No Functional brands provided tangible and practical benefits, and satisfied the real need for the product. Brands needed to necessarily satisfy functional needs, since these were the hygiene factors for acceptance in this category. Symbolic brands, on the other hand, catered to the consumers’ preference for brands that matched their own â€Å"selfconcept† 21 and their symbolic needs for self-expression, prestige, and the enhancement of self-image and sense of belonging. Experiential brands satisfied the owner’s need to experience sensory pleasure, variety, or cognitive simulation. Luxury watches were bought for their symbolic and experiential benefits as opposed to their functional ones. The selling points were the status and sophistication that the brand denoted when worn by the owner; although aesthetic appeal and durability were important, precision and price were not. Do Hence, the positioning diagrams for luxury watches would need to be based on factors such as status, prestige, and ego gratification.  The methodology was derived from earlier studies on the positioning of brands. 22 Three sets of questionnaires were used to record the respondents’ opinions on brands, adjectives and phrases related to brand symbolism, and more indepth queries regarding the characteristics of brands and their users. 17 â€Å"Watch industry in India to grow at 9%,† India Infoline News Service,  February 5, 2010. Interviews with Viraj, Branch Manager, World of Titan at Brigade Road, Bangalore and Saumya, Branch In-charge, Titan (multi-brand outlet) outlet at Jayanagar 4th Block, Bangalore. 19 Park, C. W., Jaworski, B. J., & MacInnis, D. J., â€Å"Strategic Brand Concept Image Management,† Journal of Marketing, Vol. 50, October 1986, pp. 135–145. 20 Ibid. 21 Malhotra N. K., â€Å"Self Concept and Product Choice: An Integrated Perspective,† Journal of Economic Psychology, Vol. 9, 1988, pp. 1–28. 22 Bhat, S., & Reddy, S. K., â€Å"Symbolic and Functional Positioning of Brands,† Journal of Consumer Marketing, Vol. 15, No. 1, 1998, pp. 32–43. 18 This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context rP os t METHODOLOGY Page 6 of 15 The objective of the study was to analyze and link several aspects of consumer behavior, and to compare users and non-users of premium watches. Three sets of questions were prepared. One set of questions dealt with the selfconcepts of consumers, another was about the brand personality aspects of their watches, and the last set of questions was related to the  psychographics of individual respondents. Non-users were respondents who were potential buyers of premium watches in the near future. Scales were drawn from several resources available in the extant literature. 23 Forty current users of premium watches and forty potential users (prospective buyers) of premium watches were administered the questionnaire in April, 2011 in Bangalore, India. op yo Exhibits 1, 2, and 3 were associated with self-concept, brand preferences along with personality traits, and the activities, interests, and opinions (AIO) of potential users of premium watch brands. Exhibits 4, 5, and 6 dealt with the same factors of the present users of premium watch brands (self-concept, brand preferences along with personality traits, and AIO). The description of the positioning strategies of the various brands presented below is based on the authors’ perception of the advertisements of the respective brands. XYLYS Xylys was a premium Swiss-made watch brand from the house of Titan in India. Priced between INR 10,000 and INR 33,000, the Xylys range of watches was available in three collections—Contemporary, Classic, and Sport—and offered over 60 distinctive models. Xylys was available at select World of Titan showrooms, key multi-brand outlets, and at exclusive flagship boutiques in select cities. tC Xylys targeted the lower spectrum of the luxury watch segment. Titan, which was the market leader in the mid-price segment in India, felt that the upper end of their target customers was moving towards iconic global premium brands. The designs were created in collaboration with renowned Swiss designer Laurent Rufenacht, and Titan’s own design advisor, Michael Foley. It was manufactured in a state-of-the-art factory in Switzerland, which had a heritage of over 80 years in the art of watch-making. All Xylys watches were created with exquisite craftsmanship and impeccable detailing, were painstakingly made from carefully selected materials, and were crafted with a passion for detail. No While carefully analyzing the consumer behavior of customers of premium watch brands, Titan found that consumers were highly influenced by the â€Å"country of origin† association. Consumers loved the â€Å"Swiss-made† tag, and there was a huge association of quality, precision, premium, etc. with this tag. The insight was that it would be difficult for an â€Å"Indian-made† tag to impress the target segment. Do The name Xylys was designed to have only two syllables, a distinctive name in itself. The brand charter aimed to convey style, attitude, and power. Xylys was created for new generation achievers who went beyond the obvious. Xylys reflected their values, attitudes, and unique personal identities. The brand was targeted at today’s people, both men and women, who were supremely confident and conscious of the image they projected. These individuals actively sought new and unconventional experiences. Xylys, with its unique positioning of the â€Å"Power of X,† underlined the power of one’s attitude. This attitude stemmed from a person’s self-belief, which enabled one to achieve success through a passionate pursuit of one’s dreams. Xylys was launched as a contemporary brand targeting upwardly mobile, successful men and women. The brand segmented the market based on psychographic profiles. 23 Tian, K. T., Bearden, W. O., & Hunter, G. L., â€Å"Consumers’ Need for Uniqueness: Scale Development and Validation,† Journal of Consumer Research, June 28, 2001, pp. 50–66; Netemeyer R. G., Burton, S., & Lichtenstein, D. R., â€Å"Trait aspects of Vanity: Measurement and Relevance to Consumer Behavior,† Journal of Consumer Research, 21, March 1995; Schiffman, L. G., Kanuk, L. L., & Ramesh Kumar, S., Consumer Behavior, 10th Ed, Pearson Education, p. 143. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Page 7 of 15 rP os t Xylys defined its customers as contemporary, dynamic, successful people who had attitude and confidence. The brand wanted to celebrate their success with them. The customers of Xylys were highly individualistic persons who did what they loved. These people would love to express themselves and show their success to the world. The three brand ambassadors of Xylys came from varied fields and represented the attitude of the new generation achievers. Actor Rahul Bose (ad), international supermodel Saira Mohan (ad), and tennis star Carlos Moya embodied the attitude of living life fearlessly on their own terms, with a passion to pursue their dreams. Speaking at the launch, brand ambassador Rahul Bose said, â€Å"Like every movie I choose to be a part of, I have chosen to endorse this brand after careful thought. I can only support those products that I am fully convinced about. It is an exciting new brand from India’s leading watchmaker with an identity that reflects the attitude and values that I consider important—bold, unconventional, and distinctive.† In 2010, the brand changed its positioning from â€Å"Symbol of Success† to â€Å"Feeling of Love.† The brand talked about falling in love with Xylys. Xylys ran a campaign reflecting the new positioning, which was a significant deviation from the core positioning of the brand. The entire brand personality of Xylys was changed in the current campaign. op yo The new identity reflected the attitude, lifestyle, and personality of the new generation consumer. â€Å"You don’t possess a Xylys, it possesses you†: this reflected irrational desirability of the brand. The new creative expression was carefully designed to reflect the effect Xylys watches had on their consumers. It was this aspect that created an â€Å"irrational† desire to own the watch, strongly backed by the â€Å"rational† reasons, namely, that Xylys came from the house of Titan and was Swiss-made. After the launch in 2006, the brand saw the volume of sales doubling between 2006–2007 and 2007–2008, and sales grew at about 33% since then. In terms of value, Xylys grew at a compound annual growth rate) of 54%. Exhibit 7 displays an Xylys’ advertisement. TISSOT tC Tissot, with its signature â€Å"Innovators by Tradition,† pioneered craftsmanship and innovation since its foundation in 1853. Tissot was a member of the Swatch Group, the world’s largest watch producer and distributor. For over 155 years, the company had its home in the Swiss watch-making town of Le Locle in the Jura Mountains, and in 2011 had a presence in over 150 countries. As official timekeeper and partner of the International Basketball Federation, the Australian Football League, the Chinese Basketball Association, and MotoGP, and the World Championships of cycling, fencing, and ice hockey; Tissot was committed to respecting tradition, underlining its core values of performance, precision, and setting new standards. No The different collections of Tissot included Touch, Sport, Trend, Classic, Gold, Pocket, and Heritage; and the price spectrum was much wider than that of Xylys, covering both the affordable luxury and the premium luxury segment with ease. The Indian brand ambassador for Tissot was movie star Deepika Padukone, daughter of a former badminton world champion. Her Tissot watch was projected as a symbol of luxury and glamour complementing her multi-faceted lifestyle. The similarities between her personality and the Tissot brand were captured in the brand’s advertisements: â€Å"We are both adventurous, sophisticated and classy, yet very approachable.† Do Tissot’s subsequent advertising campaign revolved around the theme â€Å"In Touch with Your Time.† In its revolutionary new global campaign based on this theme, Tissot used a series of executions featuring brand ambassadors who presented luxury as being accessible rather than exclusive. The brand attributed its success to the trust customers all over the world had in the quality and pleasure offered by Tissot timepieces. Millions of wearers evidently refused to compromise, and the campaign specifically congratulated them on their discerning selection of a stylish Swiss-made watch. The campaign’s approach focused on the idea of â€Å"substance† (the unquestionable quality attached to traditional Swiss craftsmanship) and â€Å"style† (a truly appealing watch design). This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Page 8 of 15 rP os t The new global Tissot campaign captured real moments in the lives of its ambassadors where reality seamlessly merged with glamour. A variety of locations that were local to the ambassadors (e.g., Deepika Padukone in Mumbai, India) were used for the shoots, which enhanced the campaign’s integral authenticity. SEIKO Do No tC op yo SEIKO Watch India Private Limited is a 100% subsidiary of SEIKO Watch Corporation, Japan set up in 2007; it is headquartered in Bangalore. Over the years, SEIKO has established its leadership position in a number of countries. Backed by such experiences and with India being one of the prioritized markets, the brand is expected to bring its â€Å"total SEIKO brand experience† through its â€Å"flagship stores† that will also provide good customer service. 24 The brand is available at several higher-end  multi-branded watch outlets in the country. SEIKO’s technological development is focused on the creation of â€Å"emotional technologies† 25. While the brand may be positioned below Tissot or Xylys (based on the observation of price points at retail outlets by one of the authors), the brand is likely to be perceived as a brand with strong value given its heritage of technology and innovation. 24 25 http://www.seiko.in/corporate/india.html accessed on October 26, 2011 http://www.seikowatches.com/story/index.html accessed on October 26, 2011 This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. Exhibit 1 Page 9 of 15 rP os t XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Self-concept (Potential users of premium watch brands) I would feel embarrassed if I was around people and did not look my best. 3.775 It is important that I always look good. 3.275 People notice how attractive I am. 3.675 My looks are very appealing to others. I want others to look up to me because of my accomplishments. 3.075 3.075 4.15 Achieving greater success than my peers is important to me. 3.475 op yo I am more concerned about professional success than most people I know. 3.575 In a professional sense, I am a very successful person. 3.825 My achievements are highly regarded by others. 3.4 Others wish they were as successful as me. 3.675 I am a good example of professional success. 3.25 I often look for unique products or brands so that I create a style that is all my own. 3.225 The products and brands that I like best are the ones that express my individuality. 3 tC I want my achievements to be recognized by others. 3.375 I enjoy challenging the prevailing taste of people I know by buying something radical. 2.95 I often think of the things I buy and do in terms of how I can use them to shape a more unusual personal image. 3.05 No I rarely act according to what others think are the right things to buy. When a product I own becomes popular among the general population, I use it less. 2.625 Concern for being out of place does not prevent me from wearing what I want to. 2.85 Source: The results were based on the questionnaires administered to users and non-users of premium watch brands. Do Note: The statements were measured on a Likert scale ranging from Strongly Agree to Strongly Disagree for each respondent, and the values were coded as Strongly Agree = 5, Agree = 4, Neither Agree nor Disagree = 3, Disagree = 2, and Strongly Disagree = 1. The mean values were the average of the same across all the respondents. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. Exhibit 2 Page 10 of 15 rP os t XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Brand and user personality (Potential users of premium watch brands) Brand Factors User Factors 3.525 Up-to-date 3.525 Reliable 4.075 Reliable 4.125 Down-to-earth 3.65 Down-to-earth 4 Honest 3.8 Honest 3.85 Daring 3.125 Daring Spirited 3.775 Exciting 3.625 Imaginative 3.7 Successful 3.825 Upper class 3.325 Tough 3.2 op yo Up-to-date 3.8 3.675 Exciting 4.05 Imaginative 3.975 Successful 3.625 Upper class 3.5 Tough 3.5 tC Spirited Source: The results were based on questionnaires administered to users and non-users of premium watch brands. Do No Note: The statements were measured on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Page 11 of 15 rP os t Exhibit 3 Activities, interests, and opinions (Potential users of premium watch brands) When I must choose between the two, I usually dress for fashion, not for comfort. 3.25 I try to arrange my home for my children’s convenience. 2.975 I take a lot of time and effort to teach my children good habits. I like parties where there is lots of music and conversation. I would rather go to a sporting event than a movie. I like to work on community projects. 2.85 3.075 3.425 3.4 3.7 I think I have more self-confidence than most people. 2.55 I am more independent than most people. 3.725 I think I have a lot of personal ability. 3.8 I like to be considered a leader. 3.95 op yo I have personally worked in a political campaign, or for a candidate, or for an issue. 3.7 I sometimes influence what my friends buy. 3.85 People come to me more often than I go to them for information about brands. 3.5 tC My friends or neighbors often come to me for advice. 3.25 I spend a lot of time talking with my friends about products and brands. 3.575 I would like to spend a year in London or Paris. 3.175 I would like to take a trip around the world. 3.825 I will have more money to spend next year than I have now. 4.375 I spend more than an hour everyday reading the newspaper or watching the news. 4.025 I like to meticulously plan for future savings and expenditures. 3.175 No I often seek out the advice of my friends regarding which brand to buy. Do Source: The results were based on questionnaires administered to users and non-users of premium watch brands. Note: The statements were measured on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. Exhibit 4 Page 12 of 15 rP os t XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Self-concept (Present users of premium watch brands) I would feel embarrassed if I was around people and did not look my best. It is important that I always look good. People notice how attractive I am. 3.325 3.75 3.45 My looks are very appealing to others. I want others to look up to me because of my accomplishments. I am more concerned about professional success than most people I know. op yo Achieving greater success than my peers is important to me. I want my achievements to be recognized by others. In a professional sense, I am a very successful person. 3.425 3.65 3.75 3.925 4.225 3.65 My achievements are highly regarded by others. 3.6 Others wish they were as successful as me. 3.4 I am a good example of professional success. 3.7 3.225 The products and brands that I like best are the ones that express my individuality. 3.325 tC I often look for unique products or brands so that I create a style that is all my own. I rarely act according to what others think are the right things to buy. 2.75 2.925 I often think of the things I buy and do in terms of how I can use them to shape a more unusual personal image. 3 No I enjoy challenging the prevailing taste of people I know by buying something radical. When a product I own becomes popular among the general population, I use it less. Concern for being out of place does not prevent me from wearing what I want to. 2.825 3.2 Source: The results were based on questionnaires administered to users and non-users of premium watch brands. Do Note: The statements were measured on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. Exhibit 5 Page 13 of 15 rP os t XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Brand and user personality (Present users of premium watch brands) Brand Factors User Factors Up-to-date 3.775 Up-to-date Reliable 4.275 Reliable 3.8 4.025 3.35 Down-to-earth Honest 3.95 Honest 3.925 Daring 3.6 Daring 3.675 Spirited 3.75 Exciting 3.95 Imaginative 3.925 Successful 4.125 Upper class 3.975 Tough 3.975 3.65 op yo Down-to-earth Spirited 3.875 Exciting 3.9 Imaginative 3.6 Successful Upper class Tough 3.725 3.7 3.625 tC Source: The results were based on questionnaires administered to users and non-users of premium watch brands. Do No Note: The statements were measured on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. Page 14 of 15 rP os t XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Exhibit 6 Attitudes, interests, and opinions (Present users of premium watch brands) When I must choose between the two, I usually dress for fashion, not for comfort. 2.775 I try to arrange my home for my children’s convenience. 3.725 I take a lot of time and effort to teach my children good habits. I like parties where there is lots of music and conversation. I would rather go to a sporting event than a movie. op yo I like to work on community projects. 3.95 3.075 3.225 3.325 I have personally worked in a political campaign, or for a candidate, or for an issue. 1.725 I think I have more self-confidence than most people. 3.625 I am more independent than most people. 3.975 I think I have a lot of personal ability. 3.775 I like to be considered a leader. 4.125 My friends or neighbors often come to me for advice. tC I sometimes influence what my friends buy. People come to me more often than I go to them for information about brands. 3.75 3.325 3.3 2.95 I spend a lot of time talking with my friends about products and brands. 2.875 I would like to spend a year in London or Paris. 3.175 No I often seek out the advice of my friends regarding which brand to buy. I would like to take a trip around the world. I will have more money to spend next year than I have now. 4.2 3.925 3.75 I like to meticulously plan for future savings and expenditures. 3.65 Do I spend more than an hour everyday reading the newspaper or watching the news. Source: The results were based on questionnaires administered to users and non-users of premium watch brands. Note: The statements were measured on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. Page 15 of 15 rP os t XYLYS: Exploring Consumer Perception about Premium Watches in the Indian Context Exhibit 7 Do No tC op yo Advertisement for Xylys The authors would like to thank Mr. Manoj Chakravarti, Senior Advisor, Ms. Superna Mitra, Head, Global Marketing, Titan Industries Limited and Prof. Dinesh Kumar, Chairperson, Research & Publications, IIM, Bangalore for the support provided to this case study initiative. This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860.

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Energy supply refers to the process of combining resources through natural or artificial means in order to manipulate energy and use it for several human applications. Energy simply describes the ability of a matter to perform work. From an economist point of view, energy dictates the evolution of industries and civilizations in the world thus, a country’s economy largely depends on its production and utilization. Some of the common energy sources are the geothermal energy, the wind energy, the solar energy and the water energy. Geothermal energy is the heat that came from the earth’s core. This large amount of energy is usually collected through drilling of wells beneath the earth’s surface and converted to electricity by turbines and generators. Wind energy is described by the power produced by blowing winds which is collected by a spinning rotor and converted into mechanical energy. Solar energy is the heat radiation that came from the sun travels to the Earth in the form of photons. Water energy is the power generated by hydraulic turbines from the extensive fall of water from a higher surface to a lower ground (Yergin, 2007). Energy sources can primarily be classified as renewable and non-renewable. Renewable sources refer to the resources that can be easily replaced by natural processes after using them while the non-renewable resources are those that can be depleted since they can only be replaced after a very long period of time. Examples of renewable sources are the solar energy and water energy. Petroleum that comes from the fossil fuels and mineral deposits are examples of non-renewable sources. Due to extensive use of our non-renewable sources of energy, such as petroleum from fossil fuels, energy crisis in most part of the world is badly experienced. Such crises are described by the extreme inflation of the international oil price in the world market (Yergin, 2007). This effect is primarily due to the depletion of some sources of petroleum due to uncontrolled extraction of some major oil suppliers. These problems are associated with high demand of oil by large companies due extensive usage of fuels and rapid growth of industrial civilization. Due to this, the governments of different countries are trying to promote sustainable developments that will ease problems in conservation of the energy sources of the world. Reference: Yergin, Daniel, et al. â€Å"World Energy Supply. â€Å" Microsoft ® Student 2008 [DVD]. Redmond, WA: Microsoft Corporation, 2007.

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Sexual Harassment (Violation of Title VII of the Civil Rights Act of 1964) in Burger King - Case Study Example the Equal Employment Opportunity Commission that Carrols employees subjected women in dozens of restaurants to unwanted touching, obscene comments, strip searches, exposure of genitalia, and rape. As will be illustrated in the paper, sexual harassment results from unwelcomed conduct that is of sexual behavior. This paper also relates this case to the ideas and issues of human resource management as we have learnt in class. It commences with an introduction of what happened, then relation to human resources and my personal assessment, and finally my recommendation to the individuals and organizations involved in the case. Burger King Restaurants, the largest franchisee is paying $2.5 million in order to settle federal claims of sexual harassment. The Equal Employment Opportunity Commission says the agreement with Carrols Corp. covers 89 female employees around the country. The Equal Employment Opportunity Commission alleged that Carrols employees subjected women in dozens of restaurants to unwanted touching, obscene comments, strip searches, exposure of genitalia, and rape. However, the Burger King Restaurants Company did not admit any wrongdoing and said in a statement that it settled the case to avoid litigation costs. This particular settlement required Burger King Restaurants to improve its ability to respond to harassment charges. Syracuse, N.Y.-based Carrols owns and operates more than 570 Burger King Restaurants in 13 states. Carrols was accused of sexual harassment and a widespread violation of Title VII of the Civil Rights Act. Burger Kings largest franchisee--Carrols Restaurant Group Inc. a greed to a $2.5 million settlement with the Equal Employment Opportunity Commission (EEOC) on Tuesday, this marked the end of a 14-year sexual harassment case in which Carrols was accused of widespread violation of Title VII of The Civil Rights Act. According to the Equal Employment Opportunity Commission (EEOC), the money will go to 88 former employees and one current

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Assignment Example The total liabilities amount is $ 8,300 during the same accounting period. The total Capital end is $ 32,810 during the same accounting year (Black, 2009; Crosson, 2009). The balance sheet is based on the accrual basis of accounting. The accrual basis accounting states that the records its revenues or sales during the accounting period they were earned, not on the day they were paid by the customers. Consequently, the sales made to current and future customers on account are debited to Accounts receivable or Notes receivable. In like manner, the Sales or Revenue account is credited. On the other hand, the cash basis accounting records revenues or sales only during the time when the sales amounts are paid by the customers, not when the revenues or sales were earned. Similarly, the accrual basis of accounting records expenses during the accounting period when they are incurred (Nikolai, 2009). ... ted to sell the same products or services, receive payments from customers, pay its creditors, and do other business transactions until the next several years (Nikolai, 2009). Savannah Enterprise Income statements                      Savannah Enterprise       Income Statement       For the year ended December 31, 2012 (thousands)             Sales 75.00       cost of sales       inv beg       Purchases 43.84       Goods for sale 43.84       inv end 1.60 42.24       Gross Profit 32.76       Selling & Admin Expenses       Advertising expense 2.40       Depreciation Expense (Delivery Equipment) 5.00       Depreciation Expense (Computer) 1.00       Utilities expense 4.50       Commission expense 1.50       Miscellaneous expense 4.90       Taxes & Licenses (Business rates) 1.50       Repairs & Maintenance expense 2.80       Postage & Packing expense 0.95 24.55       Net Profit 8.21                      The above income statement is based on the matching concept of accounting. Under the matching concept of accounting, the costs of producing the products shall be deducted during the accounting period when the products were sold or revenues were earned (Nikolai, 2009). Under the matching principle of accounting, the cost of sales amount is deducted from the sales account. Consequently, the cost of sales $ 42,240 is deducted from the $75,000 revenue. The result of the mathematical computation is $ 32,760 gross profit under the matching principle of accounting (Weetman, 2009). In order to arrive at the accounting period’s net profit, the operating expenses are deducted from the gross profit figure. The operating expenses include the marketing expenses and the administration expenses. The marketing expenses include the advertising expense and the commission expense. On the

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Complex Project Management of Effective Project Management - Assignment Example The second main step of approaching complex projects is deeper and involves those projects whose main goal cannot be clearly defined, mainly referred to as the extreme projects. Such a goal is desired although it may not be possible to attain it. As a result of the increasing dynamic conditions in the contemporary project management, it is important for project management and stakeholders to make good choices of the best fit between problem-solution models and the final achievements of the project goals and objectives. Contemporary projects are becoming more uncertain, and with such increasing uncertainty come increased risk and complexity. Such uncertainty is due to changing market conditions that lead to high-change and high-speed responses in order to produce solutions that lead to more competitive advantage. On the other hand, complexity occurs due to a solution that eludes detection and thus, challenging to find, which may impose difficulties to the project manager to develop appropriate responses (Wysocki, 2014). The aspects of uncertainty and complexity are directly and positively correlated and thus, risk increases with increasing uncertainty and complexity. It is in this regard that as projects turn out to be more complex, they are dominated by higher levels of uncertainty. Such increase in project complexity leads to changes in different aspects of the project. Project requirements are a major factor to change due to increasing complexity. As complexity increases in a project, the chance of coming up with the complete definition of its requirements diminishes. At other fundamental levels, the project scope may become complex at later stages, which may raise the need for more requirements. In addition, as the complexity of the project increases, the need for flexibility in the main processes involved also increases. It is through increasing complexity that the need for project stakeholders

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Michelangelos Pieta and Caravaggios Entombment of Christ Term Paper

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Information and Communication Technology in Higher Education Essay Example for Free

Information and Communication Technology in Higher Education Essay Introduction: Information and communication technology (ICT) is a force that has changed many aspects of the way we live. If one was to compare such fields as medicine, tourism, travel, business, law, banking, engineering and architecture, the impact of ICT across the past two or three decades has been enormous. The way these fields operate today is vastly different from the ways they operated in the past. But when one looks at education, there seems to have been an uncanny lack of influence and far less change than other fields have experienced. A number of people have attempted to explore this lack of activity and influence (e.g. Collis, 2002). There have been a number of factors impeding the wholesale uptake of ICT in education across all sectors. These have included such factors as a lack of funding to support the purchase of the technology, a lack of training among established teaching practitioners, a lack of motivation and need among teachers to adopt ICT as teaching tools (Starr, 2001). But in recent times, factors have emerged which have strengthened and encouraged moves to adopt ICTs into classrooms and learning settings. As we move into the 21st century, these factors and many others are bringing strong forces to bear on the adoption of ICTs in education and contemporary trends suggest we will soon see large scale changes in the way education is planned and delivered as a consequence of the opportunities and affordances of ICT. This paper seeks to explore the likely changes we will see in education as ICT acts as a powerful agent to change many of the educational practices to which we have become accustomed. In particular, the paper will explore the impact both current and emerging information and communication technologies will be likely to have in coming years on what is learned, when and where learning will take place and how the learning will occur. The impact of ICT on what is learned: Conventional teaching has emphasized content. For many years course have been written around textbooks. Teachers have taught through lectures and presentations interspersed with tutorials and learning activities designed to consolidate and rehearse the content. Contemporary settings are now favoring curricula that promote competency and performance. Curricula are starting to Emphasize capabilities and to be concerned more with how the information will be used than with what the information is. A. competency and performance-based curricula: The moves to competency and performance-based curricula are well supported and encouraged by emerging instructional technologies (e.g. Stephenson, 2001). Such curricula tend to require: access to a variety of information sources; access to a variety of information forms and types; student-centered learning settings based on information access and inquiry; learning environments centered on problem-centered and inquiry-based activities; authentic settings and examples; and teachers as coaches and mentors rather than content experts. Contemporary ICTs are able to provide strong support for all these requirements and there are now many outstanding examples of world class settings for competency and performance-based curricula that make sound use of the affordances of these technologies (e.g. Oliver, 2000). For many years, teachers wishing to adopt such curricula have been limited by their resources and tools but with the proliferation and widespread availability of contemporary ICTs, many Restrictions and impediments of the past have been removed. And new technologies will continue to drive these forms of learning further. As students and teachers gain access to higher Bandwidths, more direct forms of communication and access to sharable resources, the capability To support these quality learning settings will continue to grow. B. information literacy Another way in which emerging ICTs are impacting on the content of education curricula stems from the ways in which ICTs are dominating so much of contemporary life and work. Already There has emerged a need for educational institutions to ensure that graduates are able to display Appropriate levels of information literacy, â€Å"the capacity to identify and issue and then to identify, Locate and evaluate relevant information in order to engage with it or to solve a problem arising from it† (McCausland, Wache Berk, 1999, p.2). The drive to promote such developments Stems from general moves among institutions to ensure their graduates demonstrate not only skills and knowledge in their subject domains but also general attributes and generic skills. Traditionally generic skills have involved such capabilities as an ability to reason formally, to Solve problems, to communicate effectively, to be able to negotiate outcomes, to manage time, Project management, and collaboration and teamwork skills. The growing use of ICTs as tools of Every day life have seen the pool of generic skills expanded in recent years to include information Literacy and it is highly probable that future developments and technology applications will see This set of skills growing even more. The impact of ICT on how students learn Just as technology is influencing and supporting what is being learned in schools and universities, So too is it supporting changes to the way students are learning. Moves from content-centered Curricula to competency-based curricula are associated with moves away from teacher-centered Forms of delivery to student-centered forms. Through technology-facilitated approaches, Contemporary learning settings now encourage students to take responsibility for their own Learning .In the past students have become very comfortable to learning through transmissive Modes. Students have been trained to let others present to them the information that forms the Curriculum. The growing use of ICT as an instructional medium is changing and will likely Continue to change many of the strategies employed by both teachers and students in the learning Process. The following sections describe particular forms of learning that are gaining prominence in universities and schools worldwide. A. Student-centered learning Technology has the capacity to promote and encourage the transformation of education from a Very teacher directed enterprise to one which supports more student-centered models. Evidence of This today is manifested in: The proliferation of capability, competency and outcomes focused curricula Moves towards problem-based learning Increased use of the Web as an information source, Internet users are able to choose the Experts from whom they will learn The use of ICT in educational settings, by itself acts as a catalyst for change in this domain. ICTs By their very nature are tools that encourage and support independent learning. Students using ICTs for learning purposes become immersed in the process of learning and as more and more Students use computers as information sources and cognitive tools (e.g. Reeves Jonassen, 1996), the influence of the technology on supporting how students learn will continue to increase. B. Supporting knowledge construction The emergence of ICTs as learning technologies has coincided with a growing awareness and recognition of alternative theories for learning. The theories of learning that hold the greatest Sway today is those based on constructivist principles (e.g. Duffy Cunningham, 1996). These Principles posit that learning is achieved by the active construction of knowledge supported by various perspectives within meaningful contexts. The strengths of constructivism lie in its emphasis on learning as a process of personal understanding and the development of meaning in ways which are active and interpretative. In This domain learning is viewed as the construction of meaning rather than as the memorization of facts (e.g. Lebow, 1993; Jonassen Reeves, 1996). Learning approaches using contemporary ICTs provide many opportunities for constructivist learning through their provision and support for resource-based, student centered settings and by enabling learning to be related to context and to pract ice (e.g. Berge, 1998; Barron, 1998). As mentioned previously, any use of ICT in learning Settings can act to support various aspects of knowledge construction and as more and more Students employ ICTs in their learning processes, the more pronounced the impact of this will Become. The impact of ICT on when and where students learn In the past educational institutions have provided little choice for students in terms of the method And manner in which programs have been delivered. Students have typically been forced to Accept what has been delivered and institutions have tended to be quite staid and traditional in terms of the delivery of their programs. ICT applications provide many options and choices and Many institutions are now creating competitive edges for themselves through the choices they are offering students. A. Any place learning The concept of flexibility in the delivery place of educational programs is not new (e.g. Moore Kersey, 1996). Educational institutions have been offering programs at a distance for many Years and there has been a vast amount of research and development associated with establishing Effective practices and procedures in off-campus teaching and learning. Use of the technology, However, has extended the scope of this activity and whereas previously off-campus delivery was An option for students who were unable to attend campuses, today, many more students are able to make this choice through technology-facilitated learning settings. The scope and extent of this Activity is demonstrated in some of the examples below. The communications capabilities of modern technologies provide opportunities for many Learners to enroll in courses offered by external institutions rather than those situated locally. These opportunities provide such advantages as extended course offerings and eclectic class Cohorts comprised of students of differing backgrounds, cultures and perspectives. ï‚ ·Ã¯â‚¬  The freedoms of choice provided by programs that can be accessed at any place are also Supporting the delivery of programs with units and courses from a variety of institutions, There are now countless ways for students completing undergraduate degrees for example, to Study units for a single degree, through a number of different institutions, an activity that Provides considerable diversity and choice for students in the programs they complete. B. Any time learning In concert with geographical flexibility, technology-facilitated educational programs also remove Many of the temporal constraints that face learners with special needs (e.g. Moore Kearsley, 1996). Students are starting to appreciate the capability to undertake education anywhere, Anytime and any place. This flexibility has heightened the availability of just-in-time learning and provided learning opportunities for many more learners who previously were constrained by other commitments (e.g. Young, 2002). Through online technologies learning has become an activity that is no longer set within Programmed schedules and slots. Learners are free to participate in learning activities when time permits and these freedoms have greatly increased the opportunities for many students to Participate in formal programs. ï‚ ·Ã¯â‚¬  The wide varieties of technologies that support learning are able to provide asynchronous Supports for learning so that the need for real-time participation can be avoided while the Advantages of communication and collaboration with other learners are retained. Emerging Issues A number of other issues have emerged from the uptake of technology whose impacts have yet to Be fully explored. These include changes to the makeup of the teacher pool, changes to the Profile of who are the learners in our courses and paramount in all of this, changes in the costing And economics of course delivery. A. expanding the pool of teachers In the past, the role of teacher in an educational institution was a role given to only highly qualified people. With technology-facilitated learning, there are now opportunities to extend the Teaching pool beyond this specialist set to include many more people. The changing role of the Teacher has seen increased opportunities for others to participate in the process including Workplace trainers, mentors, specialists from the workplace and others. Through the affordances And capabilities of technology, today we have a much expanded pool of teachers with varying Roles able to provide support for learners in a variety of flexible settings. This trend seems set to Continue and to grow with new ICT developments and applications. And within this changed pool of teachers will come changed responsibilities and skill sets for future teaching involving high levels of ICT and the need for more facilitative than didactic teaching roles. B. expanding the pool of students In the past, education has been a privilege and an opportunity that often was unavailable to many students whose situation did not fit the mainstream. Through the flexibilities provided by technology, many students who previously were unable to participate in educational activities are now finding opportunities to do so. The pool of students is changing and will continue to change as more and more people who have a need for education and training are able to take advantage of the increased opportunities. Interesting opportunities are now being observed among, for example, school students studying university courses to overcome limitations in their school programs and workers undertaking courses from their desktops. C. The cost of education Traditional thinking has always been that technology-facilitated learning would provide economies and efficiencies that would see significant reductions in the costs associated with the delivery of educational programs. The costs would come from the ability to create courses with fixed establishment costs, for example technology-based courses, and for which there would be savings in delivery through large scale uptake. We have already seen a number of virtual universities built around technology delivery alone. The reality is that few institutions have been able to realize these aims for economy. There appear to have been many underestimated costs in such areas as course development and course delivery. The costs associated with the development of high quality technology-facilitated learning materials are quite high. It has found to be more than a matter of repackaging existing materials and large scale reengineering has been found to be necessary with large scale costs. Likewise costs associated with delivery have not been found to diminish as expected. The main reason for this has been the need to maintain a relatively stable student to staff ratio and the expectation of students that they will have access to teachers in their courses and programs. Compared to traditional forms of off-campus learning, technology-facilitated learning has proven to be quite expensive in all areas of consideration, infrastructure, course development and course delivery. We may have to brace ourselves for the advantages and affordances which will improve the quality of education in the near future to also increase components of the cost. Efforts of Indian government in this aspect Realizing the importance of Information and Communication Technology (ICT) the Ministry of Human Resource Development as per the Mission Document, ICT is the tool in education available to enhance the current enrolment rate in Higher Education, at present 15 percent to 30 percent by the end of the 11th Plan period. The Ministry also launched a web portal named â€Å"SAKSHAT† a ‘One Stop Education Portal’. The high quality e-content once developed will be uploaded on SAKSHAT in all disciplines and subjects. Several projects are in the completion stage and are expected to change the way teaching and learning is done in India. The Mission has two major components viz., (a) content generation and (b) connectivity along with provision for access devices for institutions and learners. It seeks to bRDge the digital divide, i.e., the gap in the skills to use computing devices for the purpose of teaching and learning among urban and rural teachers/learners in Higher Education domain and empower those, who have hitherto remained untouched by the digital revolution and have not been able to join the mainstream of the knowledge economy. It plans to focus on appropriate pedagogy for e-learning, providing facility of performing experiments through virtual laboratories, on-line testing and certification, on-line availability of teachers to guide and mentor learners, utilization of available Education Satellite (EduSAT) and Direct to Home (DTH) platforms, training and empowerment of teachers to effectively use the new method of teaching learning etc. On the one hand, the Mission would create high quality e-content for the target groups and on the other, it would simultaneously seek to extend computer infrastructure and connectivity to over 18000 colleges in the country including each of the departments of nearly 400 universities/deemed universities and institutions of national importance. The peer group assisted content development would utilize the Wikipedia type of collaborative platform under the supervision of a content advisory committee responsible for vetting the content. Interactivity and problem solving approach would be addressed through â€Å"Talk to a Teacher† segment. It is an opportunity as well as a challenge for the bright faculty members of our Universities and Institutions of Excellence to invest their intellectual capital for the knowledge empowerment of all the learners of our Country. We need to synergize our individual efforts in this direction. Summary and Conclusions This paper has sought to explore the role of ICT in education as we progress into the 21st century. In particular the paper has argued that ICTs have impacted on educational practice in education to date in quite small ways but that the impact will grow considerably in years to come and that ICT will become a strong agent for change among many educational practices. Extrapolating current activities and practices, the continued use and development of ICTs within education will have a strong impact on: What is learned; How it is learned; When and where learning takes place; Who is learning and who is teaching. To ensure that the opportunities and advantages are realized, it will be important as it is in every other walk of life to ensure that the educational research and development dollar is sustained so that education at large can learn from within and that experiences and activities in different institutions and sectors can inform and guide others without the continual need for re-invention of the wheel. Once again ICTs serve to provide the means for much of this activity to realize the potential it holds. References Collis, B. (2002). Information technologies for education and training. In Adelsberger, H., Collis, B, Pawlowski, J. (Eds.) Handbook on Technologies for Information and Training. Berlin: Springer Verlag. Duffy, T., Cunningham, D. (1996). Constructivism: Implications for the design and delivery of instruction, Handbook of research for educational telecommunications and technology (pp. 170-198). New York: MacMillan. Oliver, R. (2000). Creating Meaningful Contexts for Learning in Web-based Settings. Proceedings of Open Learning 2000. (pp 53-62). Brisbane: Learning Network, Queensland. Oliver, R. Towers, S. (2000). Benchmarking ICT literacy in tertiary learning settings. In R. Sims, M. O’Reilly S. Sawkins (Eds). Learning to choose: Choosing to learn. Proceedings of the 17th Annual ASCILITE Conference (pp 381-390). Lismore, NSW: Southern Cross University Press. Soloway, E. Pryor, A. (1996). The next generation in human-computer interaction. Communications of the ACM, 39(4), 16-18. Starr, L. (2001). Available at http://www.education-world.com/a_tech/tech075.shtml [Accessed July 2002]. Stephenson, J., Ed. (2001). Learner-managed learning- an emerging pedagogy for online learning. Teaching and Learning Online: Pedagogies for New Technologies. London, Kogan Page. Young, J. (2002). The 24-hour professor. The Chronicle of Higher Education, 48(38), 31-33.

Analysis of E-grocery Systems

Analysis of E-grocery Systems Introduction:- The literature reviews the operational and strategic analysis of E-grocery systems. There are many business models in E-grocery business. To make E-business model a sustainable one they are using different strategies in different targeted markets. Each individual model varies from one other in various dimensions such as placing of order, assembling and delivering the goods. The first part of the literature provides statistical description of online grocery industry in various geographical and measures. The second part provides review of the E-grocery industrys market and its customer base. The final part offers previous studies opinions and factors about various outcomes of e-grocery business. Industry Over View:- Over last five decades grocery business has transformed into new sector of supermarkets in UK. Many of the supermarkets changed the grocery field dramatically. These champions of consumers brought vast choices in product and price to improve their business sector. Online grocery shopping and Home delivery system has became one of major aspects in grocery industries. The revolution of technology advancement in internet promoted grocery industries to embark on new methods in retailing industry. However, many grocers have been unsuccessful to consider the advantages of how it can support grocery business. These developments lead to dismissal of complete-online supermarkets such as webvan, homegrocer, shoplink and homeruns (Ramus and Nielsen, 2005). These results demonstrate the necessity of careful crafting of e-grocery strategies which exploits internet technologys potential of increasing company profit and also customer service (porter, 2001). On one hand, strategy conceptualisation is difficult for pure-play grocery stores since companies have not tried business models before. On the other hand, formulation of strategies for clicks and bricks grocery shops requires strategies which will combine both existing retail practice and internet based shopping processes ( Teo, 2002). Online shopping or e-grocery retailing service involves customers online buying behaviour and practices, order fulfilment and delivery of order, development and maintenance of online websites to facilitate customers to enter their orders (Hong and Kim, 2004). This literature provides insight of e-groceries and the strategic methods. Development Of Home Deliveries In The UK:- In United Kingdom, from centuries home delivery of goods has been taking place. During 20th century some local door to door field sales and home deliveries were go down due to rise large number of retail centres and also availability of cheap cars, however, some other home delivery business still in existence such as milk and catalogue distribution. The innovation of large consumer products such as washing machines, dishwashers, refrigerators, televisions etc results in certain type of delivery methods after mid-twentieth century. (Spufford, 1994) The recent development of information technology has contributed many new methods to retailing sector over the internet which drastically increases the demand of home deliveries. Online shopping and home delivery became an ideal path or approach in a society where people themselves believe they are cash-rich and time-poor for grocery or household goods. E-commerce along with some other forms offers the opportunity for consumers to buy household goods from their homes and also to receive deliveries at their flexible timings rather than travelling to stores. (ibid) Grocery And Grocery Industry:- Groceries and other food retailers function each and every day, yet it is fundamental and permanent industry sectors in the business world. Everybody require food, thus everyone must and should purchase food from one or another retail outlet. Therefore, the grocery industry is a vast, fragmented and tremendously competitive environment ( Kelly Delaney et al, 2003 pp 187). â€Å"In Great Britain, food retailing industry constitutes 36 percent of overall retail turnover annually (Central Statistical Office, 1990). In United Kingdom the largest individual category of family expenditure and along with some other groups, which are partially sold in supermarkets, like household goods, tobacco and alcohols, clothing and leisure goods for a considerably large share of customer shopping (Central Statistical Office, 1991).† (Russell Aylott et al, 1998,. Pp.363) Customer Base And Market Trends:- According to Verdict (2006a), 80% of the online shoppers were of 29 to50 age group in 2002. Majority of responded shoppers were female. There are three groups of online shoppers: firstly rich and busy people who are pressed for time, secondly families with one or more young children and thirdly people who find difficulty to get into stores. The first group of people are those who have higher incomes and less time to shop. These people are normally high internet users, technology comprehend or family with dual income. These rich and busy people prefer someone to shop behalf of them. The second group are those who have got young children in their families. They constitute higher number of e-grocery shoppers. The age group of e-grocery shoppers is 29 to 50 years old with at least one young child under five years old. This group usually spend their time in cooking dinners for their family therefore they prefer shop online for regular household groceries. This category of people wants to avoid hassle situation at stores by dragging kids along with them for shopping. The final group is comparably small to other two categories. This group of people are those who find difficulty to access the store environment due to several reasons like age or physical disability. People average life span increased in recent decades comparing to 1950s and 1960s. People average life span increased from 67.8 to 77.2 in 2007 and they estimated life span is 82.4 for 2015.Aged people and physically challenged people may need little more extra help while doing shopping. They may found it as difficult to drive to supermarkets and to carry heavy household goods back to home. Online shopping will be the good alternative source for grocery shopping. Estimation Of Home Delivery Shopping Market And Market Share:- In the year 1999 the total home shopping market worth was figured  £12.36bn in UK market. The projected view for 2004 was  £24.12bn. All sectors have been experienced by considerable growth and constant increase has been expected for following 5 years as customers accept different new channels for purchasing of goods. Traditional grocery shopping is matured market. However, recent development and growth predicts that, it has been generated by potential e-commerce and majority of grocers converted a part of their business into e-grocers. UK e-shopping was  £581m worth in the year 1999 and estimated growth to  £1.53bn in 2000. Verdict research predicted there will be huge growth of 3.36% of total sales in online market and it was estimated as  £8.84bn by 2004(Nielsen, 2000). Market Trends In Home Shopping:- E-commerce growth in recent decades (excluding some declined cases) transformed old traditional companies into technology implemented new companies. Moreover, now companies are in better position to exploit and implement new technologies to business models to grow their sales and profit. In the starting days of internet technology there were comments from academic commentators that most of incumbent businesses were unwilling to try internet for sales channel. There was lack of internet knowledge and also uneven distribution of amount for physical distribution. These companies distribution infrastructure have their brand names and customer base which will help to command and access the funding, and provide stronger position to embrace e-commerce (Anderson consulting, 2000). If we consider present situation, majority of internet user are males compare to females. This socio-economic difference in internet profile user also affects online shopping. Along with these higher proportion of society contains children and youth who currently own their own computer systems and access internet more than older generation. However, research depicts that some of these variations may diminish over the growth of technology. For an example, the prediction of women internet user by the 2005 will increase by sixty percent of total UK online users. (Tesco, 2000). Many more established retailers are likely to adopt a new approach, Multichannel retail sector implementation and development, in future. Already there are alternative channel development methods by many large retailers. It will also permit retailers to create alternative channels to draw supply chains and resources from their existence channels. For manufacturing companies it will provide good opportunity to access customers directly and to formulate new methods of delivering service or product. There is an expectation of launching of new niche catalogues from major drivers in UK as growth rate penetrates. (Webb, 2000). Geographical Characteristics:- Sandoval( 2002) mentioned analyst Robert Rubin said that average population density in UK is high compared to ones US. The US( 31 per sq.km) population density is one-eighth of the UK ( 248 per sq.km) in 2004 ( world population prospectus). Tesco and Sainsbury have become successful e-grocers in the UK. These grocers target highly populated urban areas for more potential consumers. Urban areas are densely populated, people reside very close. In large cities there are less people who own cars. There are other factors which influence online grocery shopping in urban areas such as busy lifestyle, highly crowded shopping malls, public transport dependence for transportation and higher income. According to Mclaughlin(2005) cities are highly populated with internet users and considerable residents with disposable income. It is difficult expand online shopping to system to all geographic areas instead it could be done from one urban area to another, expanding business like this will make company delivery truck to achieve high number of deliveries at every trip. Psychographic Characteristics:- Fox and kempiak (2006) mentioned five major decision elements for online grocery shopping( price, convenience, product variety, ambiance and service). He also stated several reasons to increase online shopping chances such as changing family structure, busy work schedule with increased working hours, less free time and time consuming traditional shopping methods. This social system transformation result in search of alternative independent grocery shopping methods. Customer with different disability made their interest towards e-shopping rather than traditional one. Woodside, Arch G. and Randolph J. Trappey (1992) mentioned that time and conveniences are the two major factors for people to switch from traditional shopping methods to electronic shopping methods. Technology should provide complete product description to satisfy different types of customer base it may be depends on several criteria such as different food preferences such as organic, religious , ethnic origin etc Technological Characteristics:- Fox and Kempiak(2006)states that, the food marketing institute indicates US consumers are highest internet users with eighty-six percent in that seventy percent will shop online daily. Whereas in the UK, broadband user are in fifth position in world and second position in Europe. E-commerce research 2007 shows 15.9 percent respondents brought groceries once in a week, 2.7 percent shops twice or thrice a month, largest group shops once or twice in a year. Increased internet users likely contribute the growth of online shopping. Online shoppers will make more shopping than in-store shoppers. â€Å"As the economy and society have changed, so retailers have responded and shopping as an activity has altered enormously.† (Dawson and Broadbridge,1988). Online shopping is comparatively recent phenomenon, which provides an opportunity to consumers to carry out at least one part of buying process online. â€Å"Electronic grocery shopping has been defined as shopping when at least part of transaction is started electronically via third party services or the Internet, but paying and logistics are not necessarily performed digitally†. ( Carl Lewis, 2003-pp.207) E-shop business model represents one class of e-commerce where buyers and sellers interact electronically with each other, except for deliveries. Burke suggests many reasons web marketing of food. As an example, everybody has to eat, and in store shopping consumes considerable time to purchase and majority people do not like grocery shopping. Daily household goods are difficult to move physically from one place to another. Continuous growth of e-commerce enlightens many traditional grocery retailers to use internet channel to sell their goods. The development leads to many more conventional retails to enter into e-grocery field (Boedeker.M, 1997 ). E-Crm:- Smith believed that, customers thinking about the shopping are predetermined whether in means of preference to products, price and accessibility. Satisfying such conditions and preferences thorough online process is carried out through designing e-commerce website and online shopping store should focus on creating e-loyalty. Customer relationship management (CRM) programmes are the most effective way to incorporate loyalty. Customer service is one of the major aspects of business which includes customer assistant in sales, maintenance customer policies, providing customised services, after-sales maintenance etc. Due to the different type and nature of products which are purchased at e-grocery shops there should be complete product description. Some websites provide procedures for return of product or reporting problems as a part of after-sales service. Some stores allow unsatisfied customer to return their product, some websites provide vast description about their products such as r ipeness of their tomatoes (smith, 2000). All online shopping websites provide some customer rules and policies. According to Australian legislation, all online websites should maintain privacy policy (Australian Federal Government, 2000). Success And Failure Factors From Previous Studies:- Friends of Earth(2005) believed that e-grocery method is the best way to promote industrys brand image. However , Fox and Kempiak(2006) and Kotler (1996) stated conversely; brand image of company will help to promote online grocery business. They also believed that industrys business experience and its infrastructure will be added advantage for promotion. One more factor is people ability to spend money for long duration household goods. Pachauri, Moneesha 2002 stated that competition in e-grocery retail sector remains the same until company stay in game. If any child companys online business started down falling then parental company may not let it to happen for longer duration because they are inter-related in means of profit sharing. Without the demand, services of online business company will lead to business failure. Retention of existing customer is one of the main aspects of business. To gain customer loyalty, companies should provide reward to regular shopper. Customers can also gain loyalty points for their spending and it will convert into reward coupons or vouchers. Brick and mortar stores utilises their existing business infrastructure to click and mortar stores to save on costs. Delaney-Klinger, Boyer, and Frohlich (2003) mentioned Tescos success and Webvan failure because of its marketing strategy for online business. Webvan marketed its online sales with value-added service and extra delivery charges to cope up with online ordering cost. Tescos pricing strategy is little higher than the Webvan and its most suitable one for lower volume sales. Smith, Howard (2004) stated that online-only business spent heavy money for their highly automated warehouses. The operating costs for these warehouses are high and order volumes for those companies are not more than half of their capacity. High initial start up cost for online division, although pricing strategy can able to reduce cost for internal order picking and delivery methods. However, Delaney-Klinger et al (2003) believed that the expenditure for short run will increase business cost for warehouse methods and decrease for existing store picking methods comparably. High initial start-up cost will results at higher risk for any organisation. Another aspect for failure will be lack of online business management knowledge and experience. Blythman, Joanna (2005) stated that, companies are not concentrating much on customer relation management for stabilising business consistently. Traditional grocers have more advantage over online grocers in this area. Conclusion:- Online shopping and home delivery service is one of the critical aspects of e-grocery business. E-grocery business should have to understand the variable cost affecting structures and service concepts in order to turn online grocery business into profitable one. The different strategies were discussed. Analysing and adopting best strategy for e-grocery business is mast important. This literature provided insight of e-groceries. In a service context, as with product marketing, getting and keeping customers is of utmost importance. With service, in particular, someone within the organization will interact with customers; hence they should be viewed as customer relationships not just customers. Customer relationships have to be built and a useful way of viewing these developments as a life cycle. The marketing objective will change as the customer proceeds through the cycle. Understanding service marketing is becoming increasingly important for all organizations as more firms seek to di fferentiate their product or services through their service offering. Interaction and customer relationship concepts, two key areas of service marketing are set to be of even greater importance to all firms in the future. Research Methodology Research topic: Strategic and Economic analysis of E-grocery system in Tesco and Sainsbury (Online shopping and home delivery methods). Background Of Home Delivery System And Its Characteristics- Home delivery is generally defined as delivering of all types of goods to customers homes (or any different location opted by customer – example workplace) regardless online or any other order forms such as traditional mailing, telephone-based ordering (phone order), internet, fax or order made in person by consumer in store premises. The study is carried out in business to customer order delivery system rather than business to business. Home delivery system refers to all household goods delivered to consumers house (the destination may change such as work place on customers selection). Hence in online shopping and home delivery method the purchased physical household goods is carried out to customers destination by specialised home delivery unit or companies instead of customers themselves. There are some reasons for home deliveries like (i) may be the retail outlet itself provide an additional service to their customers or ( ii) may be customer do not like to carry the shopped goods at that instance or the required product may be out-of-stock at that moment or (iii) due to goods weight or size ( if it became difficulty to customer to transport by themselves) or (iv) because the seller itself does not have any physical store and may be its complete operation depends on the virtual online store. Thus customer may face impossible situation to collect the goods in store by themselves. (Farahmand and Young, 1998; Nielse n, 2000) Problem Statement:- On one hand, many customers are interested to do online shopping for their household goods, but yet they are not interest to abandon shopping in-store in traditional way. Most of the people still believed that, online shopping is too expensive. On the other hand, many more industries also made their effort to build online stores by providing this extra service to the customers. Organisations are continuously striving hard to build different strategic approaches for fulfilment of orders in profitable way. However, online unit business will add extra expenditure to grocers with or without some nominal charges. The profit margin is comparably very low in e-grocery to traditional one. Many grocers have undertaken to provide online shopping experience for their customers with different strategies. Profit margin is very low and sustainability in this industry is difficult. In the history of grocery sector many more companies introduced online shopping and home delivery units and failed. Purpose Of The Study:- The online shopping and home delivery is still in emergent phase. E-grocery business is very challenging field and it provides an extraordinary opportunities for business. E-groceries made many more efforts to implement various strategies and service concepts, there is no much research carried out in this area. This research study is provides insight of e-grocery methods in retail sector, identifies operating strategies and strategic and economic analysis of home delivery methods in Sainsbury and Tesco. Main Research Questions:- This research study is carried out to understand the factors of e-grocery success by trying to find answer to following research questions. How Tescos and Sainsburys online units are functioning strategies to its success? What are the business models they are following? How are they processing their order? Should they use warehouse system or in-store picking system? Whether home delivery system is profitable or not? How should online unit function to achieve operational efficiency and how they are managing customer relationship? Hypothesis: Home delivery is neither a profitable nor a strategic contributor to Tesco and Sainsbury. Research Objectives:- The objective of this study is to find out the above was mentioned research explained empirically by using various research methods. Our approach is comparative in nature. The steps adopted in our study are as follows: (1) Identification of the industries under study; (2) Study of background of the industries; (3) Interpretation of appropriateness of strategies and methods of individual firm; (4) Analysis of home delivery methods impact on organisational performance from individual firm. Research Approach And Methodology:- Research data collection is carried out both quantitatively and qualitatively. It will become difficult to distinguish between these two methods. Generally quantitative research method means collecting numerical data or coded information for objective analysis, data will be later interpreted. Qualitative research method is data collection by observations by peoples activity generally and they are noted in coded description. However, this codified information can be used for later analysis. The important form of this method is often reporting and interpretations by researcher by timely observation. A semi structured interview will be carried out during research which consists of analysis of six Sainsbury and six Tesco stores for data collection about home delivery. Interviews will be carried out with key persons like grocery manager, online delivery driver, and duty manager etc in each store to collect the quantitative and qualitative data. The quantitative data will be calculated and qualitative data will be gathered for analysis. And results will be drawn from the following methods. This study uses semi-structured quantitative primary analysis (interview for data collection) and majorly uses qualitative method (secondary source) to identify UK grocery sector and to focus to answer research questions stated. Interviews will provide large amount of information which is main source of information and key pathway for time-constrained studies such as this (Esterberg, 2002). Case Study And Historical Analysis Method:- According to Yin (1989), there are mainly five major investigating methods in social science research namely surveys, archival analysis, case studies, experiments and historical analysis. He also distinguish them on the basis of three criteria; those are i) what kind of research question will be asked, ii) what will the degree of control over present behavioural consequences and iii) present emphasis compared to past events. Case studies and historical analysis are desirable approaches to evaluate strategies of organisations. These methods are useful to describe and answer the â€Å"how† and/or â€Å"why† scenario when events happen beyond researcher control and also while researching present phenomenon in real-life time. Inductive and deductive approaches will be used for analysis of research data. Inductive way means drawing the general conclusions from researcher based on empirical grounds. Deductive approach means drawing the conclusions from researchers logical reasoning (Ghauri,et.Al,. 1995). This study focus on collecting information regarding operational strategies of Tesco and Sainsbury and to understand, why they are providing online shopping facility to customers while many of the supermarket failed to stay in game. During the process of study, the companies actions or strategic implementations from them are beyond the control of researcher, case study and historical analysis methods will be best, for a part of research. Meta-Analysis:- On this part, research study is carried out through qualitative meta-analysis for selected e-grocery organisations. Answers to main research questions will be collected qualitatively for each individual case (Lyons, 2003). The collected data will be analysed and possible relationships between business models and various out comes will be fetched out. This method is used to compare operations characteristics and strategies of Tesco and Sainsbury from the gathered data. This is the systematic approach for cross comparison of business models. There are few draw backs in meta-analysis such as, since data collected from various sources hence results quality is directly depends on the quality of source. Another, may companies may use similar strategic approach to achieve their goals which may be rarely identical. There is no unique approach to analyse data for meta-analysis. This effort is made to reveal answers from confirmed information from various sources (Graney and Engle, 1990). Significance And Limitations:- The study is carried out on case studies and available literature for the analysis of success in online grocery business, hope this study helps to find the major research questions. Study carried out to compare business models of only two named companies. This study is limited to only e-grocery business of Tesco and Sainsburys home delivery methods. Dissertation will be carried out only in the grocery section and applicability of results to other departments is not recommended. Dissertation will be carried out for sample quantity which will restrict the chances of generalisation. References:- AC Nielsen (2000) the Retail Pocket Book, 2000. Burke, R. R. 1997. Real Shopping in a Virtual Store. Peterson R. A. (editor). Electronic Marketing and the Consumer. Thousand Oaks: Sage Publications, 81-88. Boedeker, M. 1997. Recreational Shopping, The role of the basic emotional dimensions of personality. Turku: Publications of the Turk u School of Economics and Business Administration. Series A-9:1997 Blythman, Joanna (2005) Shopped: The Shocking Power of British Supermarkets, Second Edition, 2005, Harper Perennial, Hammersmith. Ramus, K. and Nielsen, N.A. (2005). 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