Monday, January 27, 2020
Why african people are reluctant to attend counselling
Why african people are reluctant to attend counselling The research aimed to identify why individuals coming from an African background are reluctant to attend counselling services. This line of research was examined through individuals attitudes and knowledge of native and British Africans living in the United Kingdom. Data was collected using a Likert scale questionnaire consisting of thirty-five of which ten statements being tested for participants knowledge and twenty-five being tested for participants attitudes. Overall eighty participants (forty male and forty female) ranging from the age of eighteen to thirty years had participated in the experiment.  The data collected were subjected to a 22 unrelated two-way analyses of variance (ANOVA) between participants as participants can only be one or the other. The independent variable consisted of two conditions being participants gender and whether their background was native or British Africans and a dependant variable being the overall scores. Overall findings had shown that there was no significance difference between participants gender and origin in relation to individuals knowledge (F(1,76) = .965, p= 0.329) and attitude  (F(1,76) = .166, p= .685). The results did not seem to support previous research which many had suggested that African men will have a negative view on counselling. The research did however, raises interesting questions for future studies, and had allowed for a second experiment being designed for native Africans over the age of forty for further understanding of the new development. The overall results had saw native African men to more knowledge in counselling as women showed a positive attitude towards this second experiment made it clearer in understanding that different generation are carrying different views on counselling. Introduction Throughout time the African community prides itself on traditional morals and values in which can determine how they begin to perceive their surroundings. This notion can become problematic in many areas of an individuals well-being. As mental illness is common in Africans it raises the question on how they are able to put their beliefs aside and accept help.  According to Mind (2010) black people were more likely to be detained under the section 136 of the Mental Health Act (1983), section 136 allows individuals who are believed to be suffering from mental illness be placed under safety. As more and more Africans begin to immigrate to the United Kingdom, it brings to light on the services that are available in ensuring that the needs of black Africans are met.                                                                                                                                                      As an individual coming from an African background and having family who have immigrated to the United Kingdom form a Ghana, by seeing in firsthand how the views of counselling is perceive amongst the African community enables for this study to elaborate and understand the common problems which hinders Africans living in the United Kingdom from accessing counselling services. By looking into British and native African attitudes and knowledge towards counselling can play a part in the understanding to why African individuals fear help seeking services. The research will also examine the cultural differences between the western system and how it can have an effect n the African culture, as it is seen to be a barrier between how Africans approach counselling services as counselling purport to confront the social and emotional barriers placed within many societies, as well as ease the distress such social and emotional issues.                                                                                          The British Association for Counselling and Psychotherapy (BACP) (2009) states that in order for a client to come to terms with unconstructive situations one must be able to see things from a different perspective, which then enables change and choice. By acknowledging the early work of the Humanistic approach founded by Carl Rogers (1902-1987), marked an important development in the area of counselling as Rogers had set out to look into the individual as a whole and had outlined the concept of self-actualisation. This explanation saw psychological growth as it was portrayed that the sense of satisfaction with life was an essential human motive. However, Rogers wanted to understand an individuals response to certain situations and had devised the client-centred or person centred counselling. This approach gives the understanding that individuals have the skills to reach their full potential, however this may become blocked due to life experiences individuals face. Rogers approach see s the role of a counsellor being able to aid clients in accepting who they are as an individual, as by providing positive points to the client helps in the individual valuing themselves as a whole. The Gestalt Therapy considered by Fritz Perls (1940), another school under the humanistic had also similar ideas to Rogers approach. Gestalt therapy had focused on the experiences of an individuals thoughts, emotional and behaviour. The main approach was to make the individual become more aware of who they are, as by the promotion of here and now saw the improvement in removing certain obstacles. Gestalt approach was influenced by Sigmund Freud (1856-1939) psychoanalytic theory, the understanding of emotions saw through the perceptive of human beings. The work of Sigmund Freud was first established through the understanding on the functioning of the human mind, the notion led to his own principles and techniques being known as psychoanalysis. The idea brought in many techniques such as free association which helped to reveal the unconscious beliefs and desires, and therefore was able to make the unconscious mind conscious; this had therefore enabled the patient to reveal their inner problems. By comparing the major approaches into counselling and psychotherapy, these theories helped to build a foundation into the outcome of positive and modern counselling techniques which is still used for clients with mental health and personal issues.   The British Association for Counselling and Psychotherapy (BACP) (2009) defines counselling as a private and confidential setting which explores the difficulty, distress or loss of direction and purpose that the client is facing, as the role of a counsellor should be able to encourage to look at different aspects of their life. The process of counselling has long been at the centre of understanding how human beings are able to adapt to difficulties and life changing situations. In order for clients to benefit from the help-seeking services, the essential information is needs to be highlighted and made available to individuals. As with the ongoing growth of counselling services emerging within society, counselling has faced a multitude of challenges throughout the years which have determined the outcome of different types of approaches being used for its clients. The lack of Africans not attending counselling services has brought to light the issue of trust that the client may have upon the counsellor as this can result in whether clients are able to seek help or not. Many studies have recognised the key issues that have become problematic in understanding the cycle of why many cultures are reluctant to approach counselling services, which will be addressed within this study. However, as majority of these studies address the issues faced within Africans American clients, the lack of recognition within the UK has led to this study being conducted, the views of British and native Africans may differ from the views of others around the world in relation to counselling. This leads to this piece of research focu sing on the knowledge and attitudes of counselling services within British and native Africans living in the United Kingdom. Literature Review In this review of literature based on counselling and ethnic minority engagement, the author will explore some of the reasons why black African individuals may resist engaging with counselling services. The Department of Health and Human Services (2001) highlighted the social stigma faced within many ethnic communities living in the UK. The term stigma was first seen by sociologist Erving Goffman (1968) as someone who possesses an undesired characteristic and who is therefore disqualified from full social acceptance. The understanding that Africans are faced with stigmation has been considered to be core explanation into why black individuals tend to be unable to seek the professional help-seeking services. The statement by the Department of Health and Human Services brought to light that many Africans avoid seeking help because of the fear of being seen as unstable by other members of the African community. Many Africans would rather handle their own business, than seek the necessar y help needed to overcome their own personal complex situations. In addition to the concern on stigmatisation, it has been argued that western models of counselling are culturally inappropriate for ethnic minority clients. For example, the European Guidance and Counselling Research (2008) has shown that clients from ethnic minority groups are least likely to make use of counselling services. As the statement recognises the lack of Africans interacting with counselling services provided many researchers such as Ridley, (1995), Lago Thompson (1996) and Sue Sue, (1999) looked into a possible reasons why this may be. These references have argued that mainstream approaches are white, middle class activities that operate with many distinctive values and assumptions, and had coined the phrase ethnocentric activity.  This term was centred on the one sided views and principles of the white middle class individuals which has led to the separation with other cultures in the UK. Many cultures may view the Western system as unsuitable, as the needs of other ethnic minorities may not to be taken into consideration.  As more and more researchers begin to realise the ongoing problem in the way counselling services operate, Sue and Sue (1996) had considered an approach known as the Multicultural Counselling and Therapy (MCT) challenged the theory that only one technique of approach is assignable to every client. Sue and Sue developed the theory of Multicultural Counselling and Therapy, as a model which seeks to resolve the increased imbalance with different cultures by acknowledging and valuing different cultures which are being presented as well as promoting a method designed to enhance the present approaches. Pederson (1994) had also proposed a broad definition of multicultural counselling as ethnographic variables which looked into ethnicity, religion, age, and gender, as well as status variables such as social, educational and economic factors. Pedersons proposal argued that multiculturalism takes note on how similar and different individuals can be towards others, as Pederson understood that a n individuals differences did not matter in relation to counselling. However, according to Ivey (1997) who views multicultural counselling from a different perspective sees this term as a meta theoretical approach, this had outlined the techniques which exist within the cultural context. It stresses the connection between family and culture affecting the way in which individuals view the world. In addition, Ivey, Sue and Pederson had outlined the importance in working towards developing wider knowledge on the different approaches practitioners needs to adapt to and change to ensure the requirements are meet for its clients, as multicultural counselling brings in a new approach designed to ensure that all individuals from ethnic backgrounds are met. The concept of multicultural counselling brings in the research conducted by Sue and Sue (2003) who had looked into the lack of counsellors from particular ethnic backgrounds. Sue and Sue came to the understanding that the term counselling is considered as a white endeavor being controlled by White middle-class value system. Bimrose (1996) saw a clear pattern emerging and understood that individuals from ethnic groups were the least likely to request and persevere with counselling which concluded that individuals who had attended a counselling service were unlikely to return. In relation to this understanding, a study which had looked into the past and present views of counselling devised by Paul. M. Smith (1947) made clear for the need of black individuals having black counsellors, as black counsellors had the key in understanding the black heritage. As a result, the effect of Smith idea made aware of the lack of recognition and how it can have an effect on individuals well-being. The relationship between African men and women in relation to counselling has attracted considerable amount of attention in recent years. In an attempt to go beyond the negative views and assumptions about how men and women use counselling services by examining the problem enables for a wider understanding.                                                                             It is seen that a males identity plays an important role in relation to their masculinity as the constant idea of proving their manhood is seen to be earned. Society has long perceived men as emotionless as this term determines their masculinity. Balswick (1982) defines this as male inexpressiveness it was founded by Balswick that males tend to find it hard to express verbal fee lings because they are programmed not to do so. However, Skovolt (1978) relates Balswick understanding of male inexpressiveness to restrictive emotionality. Skovolt had founded that as men appear to have difficulty expressing their feelings and giving up on emotional control, can however plays a part in internal illness, as if men are able to recognise and become aware of their illness can lead to the reduction of mental illness and therefore begin to live a healthy life style. As the increase pressure from society expects men to follow the behaviours in which Skovolt and Balswick both describe, this has led to suggest that the traditional role of men may not be able to change. Studies into gender concerning counselling has seen a remarkable increase in men from black and minority backgrounds having a high resistance to receive counselling (Mind 2010). With the general growth of Africans avoiding the attendance of counselling services Cheatham, Shelton, Ray, (1987); Sher, (1979), Smith (2002) looked into the gender differences that the African community may face as previous research had focused solely on the services of counselling African men. The study allowed for African American men to freely express their own personal fears in counselling and overall found that men use counselling services less often than women. It was recognised that men will only do so if it was recommended by a third-party.  However, Coker (2002) suggested African American women are reluctant to seek formal counselling, opting for more traditional sources of support such as family, friends, and spiritual outlets and had often viewed the use of formal counselling as a sign of cul tural or personal deficiency. Many African women tend to provide their own personal counselling support as within everyday situations and surroundings African women are able to seek help from individuals close to them, as within these environments the importance of cultural principles help with their coping strategies. Wallace (1978) saw that many African women can go through what is called superwomen syndrome this theory outlines the little focus on their own personal mental health state. As a result of this syndrome many African women are prone to depression and other stress related sickness. The focus of this approach saw African women as being able to manage their own personal issues without the assistance of others. The syndrome has become another restriction on why women are not able to seek help, as once again the notion that men will be seen as weak is also seen in women. This shows that the pattern of stigma across both African men and women with respect to counselling has imparted upon on their personal health and reluctant to express their emotions. A study conducted by Komiya, Good, and Sherrod (1998) had shown that Africans who are told to express their emotions become reluctant to seek counselling, findings had also suggested that females had a more open attitude towards seeking couns elling than male respondents. Some researchers also focuses on differential access to counselling services, based on the intersection of gender and race. For example, Coker (2003) had found that African American women continue to use counselling services less than their white female counterparts, but when presented with severe challenges they tend to seek counselling more than their African American male counterparts. Judora J. Spangenberg (2003) had looked into person- centred counselling services and post apartheid South Africa had discovered the differences faced in the South African black and white community, this had seen a distinct difference in client and counsellor had indicated the lack of black counsellors in present South Africa as an increase in instances where black individuals are the client and have a white counsellor.  Apparently, some would describe the available counselling services as irrelevant for black South Africans (Dawes, 1986; Swartz, 1996; Turton, 1986) had regarded that many of these theories are based on Western culture which many question their usefulness towards black individuals. Pack-Brown, (1999) founded that white counsellors are expected to form the majority of counselling practitioners, currently and as well as in the future. While there are clearly some problems with the lack of black counsellors as the black South African make up 76.1% of the population (Schonegevel, Watson, Stead, 1998). It is also important to emphasise the need for cross-cultural counselling which draws upon experiences which has helped in the formation of cultural identity. Failure to highlighting and recognise the needs of Black Africans being counselled by white counsellors can hinder the progress of black clients. By looking into countries which are predominantly black and comparing it to western countries, brings to light the vast amount of difference in the approaches in which both are able to accept. Many African countries base their health on their faith as according to Wheeler, Ampadu, Wangari, (2002) who had suggested that religion and spirituality are deeply rooted in the African culture. Africans tend to rely on those who share the same faith or who have a greater social position as they are seen as more knowledgeable and wiser and therefore were allowed to criticise an individuals well-being. Within African communities an individuals religion and faith is seen to help them in finding a sense of self. Chatters, Taylor, Lincoln, (1999) indicate that religion and spirituality are very important to them. Having their religion and spirituality questioned on how to handle their own mental state may be a reason for the reluctance as to Africans not attending help-seeking services can bring some understanding into the common problem. Studies into religion in relation to counselling lead to the fact that Africans tend to rely on the strength and direction of their spirituality and by involving counselling strategies gives the idea of weakness, as combining both counselling and religion can be seen as unacceptable when addressing problems within Africans. Young, Griffith and Williams (2003) found that Africans who have a faulty relationship with a spiritual being could be regarded as the cause of someones mental illness. This statement brings forward the notion as to why Africans may not accept that they have a mental illness and therefore may feel that they are mentally stable. Counselling within developed countries focuses on the different problem areas faced within society, which can range from bereavement to eating disorders. Western cultures are considered to have a greater understanding of how to address client problems. Approaches which identify a clients social, biological, emotional and psychical state have been helpful in enabling individuals to become aware of counselling services. By the understanding and the positive effect which countries such as the United Kingdom help to promote counselling services are able to make society feel at ease in approaching and speaking to a counsellor. The BACP has discovered that Celebrities lead the way in promoting counselling and psychotherapy a report which was conducted by the BACP wanted to look into the progress of the therapy received in Britain and had seen that 83 per cent of British adults either have or would consider having counselling and psychotherapy. As a result of famous celebrities being able t o be open up to their own personal experiences with mental illness has enabled others to do the same. The media and its role in promoting counselling has seen such adverts called playing cards based in South African created by Herdbuoy McCann (2007) aimed to make aware the different counselling agencies that are available to the African community. As well as public advertisements, many African countries are aided by the work of volunteers from other countries as many see that talking to their own people can help with coming to term with mental health issues. However, by addressing the socio-economic issues faced, individuals who were born in the United Kingdom and have an Africa background may been seen as having an advantage to those who were born in Africa but moved UK as they have a led in adapting to society. Within the African communities financial issues is seen as a factor into why Africans are less likely to attend counselling, as within less developed countries it is unders tandable that by not having the relevant faculties would equal to a disadvantage in wellbeing of native Africans, and can result in whether the problem within Africans not seeking help may come down to financial issues.                                                                While there are clearly some problems with addressing counselling issues, the links between how western countries and African countries deal with counselling has remained at the centre of how much work is needed in the improvement of the system.
Sunday, January 19, 2020
Conduct Disorder Essay -- essays research papers
My hypothesis on conduct disorder in children can lead to criminal activity in adulthood. The research that was conducted from this question was that of Memorial University of Newfoundland, the Department of Psychology. Sampson and Laub (1997) discussed conduct disorder as not being a single cause of adult criminal behavior, but instead the start to what they termed as a life of â€Å"cumulative disadvantage†. The conduct disorder might indeed be the initial cause of problems, but may be replaced by the effects of disapproving, negative reactions from others.      Based on prior research, Kratzer and Hodgins (1997) were aware of the association between conduct problems in childhood and adult criminal behavior. Children were divided into four groups. The first three groups were based on where conduct problems were displayed. The first group was made up of children who displayed conduct problems in school. The children’s behavior was rated by their teachers in the sixth grade and again in the ninth grade on a three point scale. For the second group a child was considered to have a conduct problem in the community if they had been referred to the Child Welfare Committee as having conduct problems, (such as theft, larceny, vandalism, and substance abuse) before the age of 15 years old. The third group were children who displayed conduct problems in both the community and in school. Finally, the fourth group was made up of children who did not display any con...
Saturday, January 11, 2020
How to protect against 4 e-commerce security challenges Essay
Introduction Nowadays is the trends that trust the Internet commerce application where it can cause business operators. Some people will revert back to using the traditional method of doing business. The trust can be lost due to the situation where the hacker attack on e-commerce sites. According to the study done by Hammonds (2014) state that full-scale identity theft to web profiling come with various issues that been disturbed the consumer and vendor itself. That why, E-commerce also known as a form of buying and selling of product and services for the business and for the customer through the internet According to research done by Mukherjee (2016) state that online sale increasing day by day because customer take advantage of the low price product that offered by the wholesaler or the manufacturer in the online mood. Besides that, e-commerce also helps the customer and the organization in term of gaining the information through the technology that has been provided. Under Industry 4.0 concept, outstanding growth in advance and the information technology in social media network has been increasingly influencing human perception. That small enterprise that adopts e-commerce performs better than those which fail to adopt because of the catalytic effect on business performance (Wanyoike, et al. , 2012). This is because e-commerce adoption is not automatic due to the weaknesses of resources, for example, financial with e-commerce skill where the small enterprise have done it on the daily basis. It is shown that small enterprise can influence people to the business by using e-commerce by increasing the information about the social media network. The scope of study that has been done by Mihyun Chung & Jaehyoun (2014) Kim elaborate that the Industry 4.0 is the industrial revolution with the future of core technology trend is expected to result in an all-new era of automated industries. Furthermore, the internet devices significantly improve the quality of lives and in result will have a large impact on society. This has been proved with the development of small industry where they can go far in business by using the internet and apply the e-commerce business. Implementation of e-commerce is required high cost and need a strong economy-justification (Valmohammadi et al., 2016). This is because, in order to get the internet connection, there are a lot of things need build and upgraded in order to get the best connection. A poor connection can give the bad perception of the customer to the country and the nation and the ever-increasing growth of e-commerce in develop countries must be followed by the business policy and strategies that have bee fundamentally reconsidered as in the developing country. Acting as online marketplaces, e-commerce websites and mobile applications that facilitate online commercial transactions allow manufacturers, merchants, retailers and service and content providers to list their products, services or content online (Yen et al.,2015). To get success in e-commerce, there is some business model of e-commerce which it is has been structured in order to plan the activities more thoroughly to gain profit for an organization. The table below shows the key elements of e-commerce business model. ELEMENT DESCRIPTION VALUE PROPOSITION How a company’s products or services fulfill its customers’ requirements [14]. REVENUE MODEL How a company generates revenue and creates profit. MARKET OPPORTUNITY The marketplace that a company intends to enter, as well as the company’s potential financial opportunities in that marketplace. Many small market segments constitute a marketplace. MARKET STRATEGY How a company plans to enter a new marketplace and attract new customers. COMPETITIVE ENVIRONMENT Potential new entrants or other companies that offer similar products or services in the same marketplace. COMPETITIVE ADVANTAGE A company offers superior products or services at a lower price than its competitors do [23]. ORGANIZATIONAL DEVELOPMENT How a company organizes its work in a targeted, goal-oriented manner. MANAGEMENT TEAM. Leaders of a company’s business unit, responsible for the business model. Source: Adapted from Laudon, K.C., and Traver, C.G. E-commerce 2015: business. technology. society., 11th edition, pp58-68, Pearson [16]. Industry 4.0 is one of technology innovation after been through with the other three industry before. This industry is most modern where everything needs to use the internet in order to complete the task given. The information that available on the internet are not necessarily mean or lead to the success directly ( Kleindienst et al. , 2016). In contrast, the information usually gives some tools and methods and the right information is still needed in order to increase the effectiveness and lead the innovation. No wonder nowadays, it has been the topic that most frequent being discussed among the practitioners and academics in the German-speaking area (Dais, 2014, p. 625; Drath & Horch, 2014, p. 56).In this industrial revolution, it provides various opportunities to the company, especially in e-commerce fields. According to Zhou (2015) article state that industry 4.0 system is complex and flexible where there are involving). This is due to challenges that the industry facing by deali ng with big data issue in order to make a decision rapidly for making an improvement. Big data becomes a buzzword for everyone because data mining already been since human-generated content has been a boost to the social network. The development of an Internet of Things (IoT) framework and the emergence of sensing technology have created unified information that will be connected with the systems and human together ( Jay Ley et al. , 2014). This is because nowadays only use a database in order to get and save the information into the system. When the internet has been well developing, it can help human to work more effectively with the system and can help the human to save time use the technology wisely.
Friday, January 3, 2020
Essay on Pride and Prejudice Versus Marriage and Tolerance
In Jane Austens novel, Pride and Prejudice, Austen reveals a sparkling comedy of love and marriage, wit, form, and feeling that achieve some type of balance between pride and prejudice.nbsp; Mr. and Mrs. Bennett illustrate how comic characterization can be used to reveal different marital situations.nbsp; Pride and Prejudice shows many aspects of marriage and demonstrates how one can make the most of their life regardless of the circumstances.nbsp; Elizabeth and Darcy have discovered themselves through their differences and the loss of their pride and their prejudices.nbsp; The traits pride and prejudice can be seen as desirable merits: self-respect and intelligence.nbsp; Pride and Prejudice shows that human nature can be†¦show more content†¦Bennetts desire to have her children married, through her expression of that desire reveals the defects of her character in a richly comic manner, is itself natural and laudable; for girls of negligible fortune genteelly bro ught up must secure their man while they may, or face a precarious shabby genteel spinsterhood with few opportunities of personable satisfaction or social esteem, (Daiches 751). nbsp; Marriage is a form of unison that allows two people to come together and be as one.nbsp; In spite of this, Elizabeth Bennett is proposed to by Collins and declines to be part of the blessed unison.nbsp; Mrs. Bennett threatens to disown her daughter because of her fear of Elizabeth becoming an old maid.nbsp; Elizabeths best friend, Charlotte Lucus, then accepts Collins.nbsp; Though it may seem that Charlotte settled in her marriage to Collins, she handles it very well.nbsp; Charlotte, knows it is her last chance, and she takes it deliberately, weighing her future husbands intolerable character against the security and social position he offers, (Daiches 752).nbsp; Rather than face life with no economic security and no social prospect in an age when few means of earning an independent livelihood were opened to daughters of gentlemen, Charlotte married the grotesque Mr. Collins. nbsp;Show MoreRelatedThe Man Sphere Versus The Woman s Sphere1103 Words  | 5 Pages The man’s sphere versus the woman’s sphere in Jane Austen’s Pride and Prejudice Abstract Introduction Jane Austen’s novels are known for not only being enthralling but also as characteristic of British society in the nineteenth century. 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Thursday, December 26, 2019
Essay on “Marketing Strategy and Plan for Virgin Mobileâ€Â
Essay on â€Å"Marketing Strategy and Plan for Virgin Mobile†Table of Content 1.0 Executive Summary 3 2.0 Introduction 4 3.0 Environmental Analysis and Audit 4 3.1 PESTEL Analysis 4 3.2 SWOT Analysis 5 3.3 Competition Analysis – Porter’s Five Forces 6 3.4 Product Offering 8 3.5 Product Life Cycle 9 5.0 Marketing Strategy 9 5.1 Mission 10 5.2 Marketing Objectives 10 5.3 Target Markets 10 5.4 Positioning 10 5.5 Segmentation 11 5.6 Ansoff Matrix 11 5.7 BCG Matrix 11 5.8 Distribution Strategy 13 5.9 Marketing Mix 13 6.0 Financial Analysis 15 7.0 Implementation Controls 16 8.0 Corporate Social Responsibility 16 9.0 Contingency Plan 17 10.0 Recommendations 17 References 1.0 EXECUTIVE SUMMARY This is a comprehensive product marketing plan which is aimed at launching virgin laptops and getting it to the end user. The brand name is virgin mobile under the bigger umbrella of virgin group of companies within which virgin laptop will be officially launched and marketed in the United Kingdom (UK). This country has been selected as the target market because Virgin Group is a very successful company within the UK with huge popularity of the brand. The virgin brand is one that is viewed with lots of excitement and many of its products are often most acceptable and successful within the UK (Johnson 2011). Also, this marketing plan further makes an environmental audit of the selected market with much emphasis on the level of competition within the market. This will then be followed up with an analysis of the marketing strategy for virgin laptops as well include in the structu sensu, that is the relevant monitoring and control measures that will help facilitate and achieve the objectives outlined (Kotler 2009). This marketing plan also includes a concise discourse of financial requirements that will be needed for an effective marketing of Virgin Laptops. The conclusion will include valuable recommendations which will involve the need for a 10% contingency fund of the total budget that is meant to be invested into the implementation of the marketing plan in order to facilitate and enhance the future penetration of this product into new markets (Johnson, Whittington Scholes 2011). 2.0 INTRODUCTION Marketing as defined by the Charter Institutes if Marketing (Charted Institutes of Marketing 2011) is â€Å"†¦the management process responsible for identifying, anticipating and satisfying consumers’ requirements profitably†. Kotler (Kotler et al 2009: 109) defined a marketing plan as ‘’a written document that summarizes what the marketer has learned about the marketing place and indicates how firm plans to reach its marketing objectives’’. This plan consists of an environmental audit of the personal computer industry in order to ascertain current position with regards to the retail and banking industry and promotion via different resources such as Internet website directories (i.e. SearchWIZ). The plan employed theoretical frameworks like PESTEL and Porter’s FIVE FORCE. The plan analyzed the product offering and life cycle, marketing strategy, target market, positioning, marketing mix as well as implementation and control. It also made use of strategic clock, BCG matrix and Ansoff Matrix to help evaluate the strategic direction of the company and proposed recommendations. 3.0 ENVIRONMENTAL ANALYSIS AND AUDIT 3.1 PESTEL The PESTEL analysis of markets aims to evaluate six key features of a new market, namely: a) Political, b) Economical, c) Social, d) Technological, e) Environmental, and f) Legal. According Johnson, Whittington Scholes (2009:56), this is particularly important as these factors will influence either the success or failure of the new product ‘Virgin range of laptops with windows eight (8)’ in the UK. The following is the PESTEL analysis of Virgin laptops for the UK market: a) Political and legal factors: The ever increasing focus of both governmental and non-governmental organisations on the environmental impact of high-tech has led to more stringent environmental regulations on the electronic industry such as RoHS (Restriction of Hazardous Substances) and WEEE (Waste Electrical and Electronic Equipment) Directive (Dalal 2009). Additionally, testing and certification directly affect the supply chains of PC manufacturers which will increase manufacturing cost and lowering profits (Dalal 2009). Other than these key issues, the UK provides a fairly stable political and legal market environment. b) Economic factors: An increase in VAT from 17.5% to 20% in order to tackle budget deficits will increase corporate spending and an increase in the minimum wage to 15.5% will have a positive effect on the demand (HM Revenue and Customs 2011). However this decline will be followed by a gradual increase in terms of market share from an expected 5.4% in 2009 to 4.4% in 2012 (Gartner 2008). c) Social: Factors such as education, preference and income levels affect the purchase of laptops within the UK. The UK is a highly literate society and for that matter the usage of laptops is a part of the norm. For instance, within the UK, consumers spending rises during festive periods and demand for laptops will as well rise (Gartner 2009). d) Technological: Consumer demand for sophisticated gadgets ranging from laptops to phones makes it appropriate the virgin brand to go into laptop production because it offers the sophistication consumers yearn to have. 3.2 SWOT ANALYSIS The Strength, Weaknesses, Opportunities and Threats or SWOT analysis is one of the most commonly used tools to evaluate the suitability of markets for the launch of a new product. This framework is used to assess the products’ feasibility in meeting market needs as well as available future courses of action that can be exercised to lead to successful introduction of those products(Johnson, Whittington Scholes 2009:119). The following is the SWOT analysis of Virgin laptops for the UK market: a) Strengths: Virgin laptops will meet the expectations of consumers as more emphasis will be placed on the chip that will make processors much smaller and light-weight which is ideal for tablet PCs and Ultrabooks. Thickness – Less than 0.71 inches or 18 millimetres, Weight – Less than 3.1 pounds or 1.41 kg, Battery Life – More than 5 hours, will have Intel’s Rapid start technology and also have flashed based drive for storage (Pinegar 2002). b) Weaknesses: Virgin mobile, although a part of the prominent Virgin group, is not a major player in the market for laptops and personal computers. It has low brand visibility and low brand loyalty which implies that it will take time for this product to be to penetrate into the market. c) Opportunities: The virgin brand is one that is most revered within the UK market and for that matter, what customers feel about the virgin brand will be transferred to virgin laptops and it will therefore help in the marketing of this new product. The internet market has matured since the technology sector continuous to grow even in the wake of the financial downturn (Gartner 2009). d) Threats: The personal computers industry is controlled by five major manufacturers. These are: a) Dell Inc, b) Hewlett-Packard, c) Gateway, d) Lenovo/IBM, and e) Apple Computers with more than 64.2% of market share which will be a threat to this product (Davis 2009). 3.3 COMPETITION ANALYSIS Michael E. Porter’s five forces model for analysing competition is one of the most widely used market analysis tools. As the name suggests, the model focuses on five key forces that influence the competitive environment of a product. The forces are: a) Entry barriers, b) Threats of substitutes, c) Bargaining power of suppliers, d) Buyers bargaining power, and e) Rivalry from established companies offering the same product. The following is the analysis of market competition for Virgin laptops in the UK based on Porter’s Five Forces model: a) Threats of new entrants: The cost of production and distribution are the factors that make entrance high (Johnson, Whittington Scholes 2010). The five main manufacturers are dictating the pace with more than 64.2% of market share (Davis 2009). It implies that new entrants will need to invest so much with low prices in order to compete with market leads (Kotler 2009). b) Threat of substitute products: The threat of substitute is high because there are several alternatives as phones, tablets and this has resulted in low degree of product differentiation (Davis 2009). With continuous technological innovations, products are developed with similar attributes to laptops with each firm manufacturing product that directly competes with competitors which in the end acts as a substitute (Dalal 2009). c) The Bargaining power of buyers: Bargaining power of buyer’s is low due to the fact that companies have what is referred to as brand equity and therefore buyers have in-depth know-how about the products available in the market (Dalal 2009). d) The Bargaining power of suppliers: The microprocessor industry is dominated by Intel technology which holds a market share of over 50 % for the distribution of microprocessors in the market. Consumers usually demand laptops with consistent software and hence as a result of the high degree of product differentiation, changing suppliers becomes difficult which therefore leads to a high supplier power (Anderson 2007) implying moderate bargaining power of suppliers. e) Intensity of rivalry: There is evidence of strong rivalry among dominant companies within the UK because of the fact that they control more than 64.2% of the UK market share and therefore competition levels are very high within this industry (Anderson 2007). Figure 1 illustrated the five forces analysis for Virgin laptops in the UK. Figure 1 With the above, is conclusive that the UK PC industry is a hyper competitive one and new firms will be successful in such an industry if they have the technical expertise and adequate capital and with brand equity being a matter of need, virgin mobile and virgin group as a whole has what it takes to penetrate into the UK market despite some of these challenges. 3.4 PRODUCT OFFERING The company will brand and package products to add to a perceived value of customers (Kotler et al 2009:506).By purchasing the product consumers will get the following benefits: Core Product: Durability, fashionable Actual Product: Customer satisfaction Augmented benefit: Ethical standards linked to fair trade products Source: Style communications Virgin mobile will introduce the following range of laptops: Processor: 2nd generation Intel ® Coreâ„ ¢ i5 (windows 8) i7 processor (2.20 GHz, with Turbo Boost 2.0 up to 3.10 GHz)- (windows 8) 6.0 PRODUCT LIFE CYCLE The life of most products is segregated into five key phases, namely: a) Product development, b) Product introduction, c) Product growth, d) Product maturity, and e) Product decline. The typical product life cycle is depicted in Figure 2: Figure 2 The above diagram shows that virgin ultra laptops is at the introduction stage but can increase sales revenue by focusing on the brand image of the parent company virgin mobile under virgin group. The product will be at the maturity stage in 3years through rigorous advertisement. 5.0 MARKETING STRATEGY The marketing strategy offers a direction on the ways of getting a product/service to the consumer which is guided by a routine set of duties and responsibilities. For the effective marketing of Virgin laptops, a pre-emptive strategy will be used whereby a general claim is made but with some assertion that one’s brand is superior (Pickton Broderick 2005:427). 5.1 MISSION To offer consumers with intrinsic value of quality durable laptops with greener technology this will come at affordable prices. 5.2 MARKETING OBJECTIVES By introducing a new product line of virgin laptops, virgin mobile aims to achieve the following objectives: Short term: To increase brand awareness by 10% which intended to achieve a market share of 5% from 2012 2013. Medium term: Ensure customer satisfaction by 20% through surveys and product development by 2014. Long term: Launch product in Europe and achieve 6.5% increase in sales between 2014-2015 5.3 TARGET MARKET As a result of increased computer literacy, the demand for laptops with extra features is rising but will be done on a pilot basis; this product will have its target group as university under-graduate students between the ages of 15-24. There will however be a shift to encompass all university students and professionals in the medium and long-terms respectively. 5.4 POSITIONING Strategic positioning involves decisions about setting initial prices of a product(s) in response to competitive challenges in the market (Kotler, Keller, Brady, Goodman Hansen 2009:853). The image is intended to be created as a pre-emptive strategy to help position virgin ultra laptops as is to position the ‘Virgin Laptops with windows eight (8)’ with emphasis placed on its type not being in the market yet with the features it has and yet prices are comparable to current market leads. 5.5 SEGMENTATION IT is important to segregate a product’s target market into segments as this allows better focus of marketing and sales effort on those audiences that are most likely to make a purchase of the product. Virgin range of laptops will target university students and professionals since among these groups, laptops have become necessities rather than wants. Research in the light of the economic recession, demand for laptops is on the rise after a fall in 2008 (Garoia 2010). 5.6 ANSOFF MATRIX Considering Ansoff matrix, Virgin laptops is a new product being introduced in an existing market and therefore categorized under the product development quadrant. The product has a chance of penetrating into the market because of consumers are not only interested in intrinsic value but ethical factors as well (Emerald 2003). With regards to market penetration sales would also be improved by advertisement on brand awareness as well as promotions, discounts, contract laptops, etc. There will be no immediate diversification since the product will need to reach its maturity stage of the product life cycle before diversifying into either related or unrelated products will be considered. Figure 3 highlights the Ansoff Matrix for Virgin laptops for the UK market: BCG MATRIX The BCG Matrix was developed by Boston Consulting Group aimed at assessing business potential and evaluating the market environment. Analysing the BCG matrix above shows virgin laptops with windows eight (8) is among the question mark category because it is at the introduction stage of the product life cycle where market share is normally low. This product has a potential of becoming a star at the growth stage. Figure 4 shows the BCG Matrix for Virgin laptops in the UK market: Figure 4 Source: Sooper Tutorials 5.8 DISTRIBUTION STRATEGY Distribution strategy includes selection and management of channel relationships to deliver value to consumers (Kotler et al 2009:853). Our direct distribution channels consist of our website and Virgin Mobile at your Service, our toll-free customer care centre and the use of a third-party retail distribution channels such as Nextel Stores, Target Stores. A four party retail distribution channel also include Amazon.com will place product within their stores to promote sales (Lynch 2008). 5.9 MARKETING MIX PRODUCT: Virgin ultra – laptops will be made-up of Chip that will make processors much smaller and light-weight which is ideal for tablet PCs and Ultrabooks. Thickness – Less than 0.71 inches or 18 millimetres, Weight – Less than 3.1 pounds or 1.41 kg, Battery Life – More than 5 hours, will have Intel’s Rapid start technology and also have flashed based drive for storage with windows eight (8) which is not available in the market presently. This product is also manufactured to be environmentally friendly. This will be very appropriate for the current laptop consumer market. PRICING: Prices will be earmarked to meet middle income earners purchasing levels since most of UK population consider themselves middle or working class people (BBC 2009). This marketing plan will use customer based pricing approach since we aim to penetrate into the market by persuading consumers from switching to virgin range of laptops; Prices: 1 Virgin ultra-laptop 14†(windows eight)  £650 2 Virgin ultra-laptop 15.6†(windows eight)  £700 PLACE: This product will be introduced in UK as a test market which will be followed with a survey to ascertain customer satisfaction and the feedback will influence the launch of the product in the European economies in the long term. PROMOTION: Virgin mobile under the virgin group is a strong brand in the industry but to further increase consumer awareness of its new product line ’virgin laptops’, raise awareness about the new brand under the bigger umbrella of the well-recognised virgin brand, advertisement campaigns will be staged via online and offline marketing communication channels. It also includes advertising on websites as direct communication through blogging Google, yahoo, and gum tree etc. (Kotler, Keller, Brady, Goodman Hansen 2009:711). PEOPLE PROCESS: Virgin mobile has a well-developed marketing department. However, an introduction of a new product requires training on departmental basis to equip workers with the necessary information on the new product. The product will be marketed through existing marketing channels as well as online. A simplified IT approach will be used where a low-touch uniform infrastructure spanning the desktop to the data centre will be employed to the measurement of operational efficiency (Dell 2012). PHYSICAL EVIDENCE: Through billboards, magazines and live TV commercials showcasing the new range of laptops, consumers will get to know the quality and durability of the virgin laptops before the launch of the product in the UK. 6.0 FINANCIAL ANALYSIS Price penetration strategy as mentioned in the marketing mix will be employed with an estimated average price pegged at  £550 and  £6500 prices respectively. An average variable cost is estimated at  £400 and  £450 respectively. The initial fixed cost for the production of the virgin range of laptops is estimated at  £5,000,000 and  £6,000,000 respectively which will total  £11,000,000. Virgin laptops intend to start making profit from the 2nd year when the product break even with an increased sale volume of  £3,000,000. 7.0 IMPLEMENTATION AND CONTROLS
Wednesday, December 18, 2019
Role of Federal Reserve in Casuing the Great Depression Essay
The Great Depression is undoubtedly one of the most significant events in American and world history. It was the most widespread depression in the 20th century affecting most nations in the world and lasting for as long as a decade. However, there still remain unanswered questions regarding the cause of the great depression. One of the most debated topics regarding the Great Depression continues to be the role of the Federal Reserve (Fed) in causing and prolonging the crisis. The Federal Reserve, the central banking system of the United States, was created on December 23, 1913, with the enactment of the Federal Reserve Act, primarily in response to a series of financial panics in 1907. The Fed had being in existence for 15 years before the†¦show more content†¦The gold standard regulated the quantity and growth rate of the nation’s money supply. The Federal Reserve was charged with the duty of regulating the inflow and outflow of gold by increasing or decreasing the d iscount rate. The discount rate is the interest rate the Fed charges depository banks that borrow reserves from it. An outflow of gold meant an increase in the money supply and this was triggered by a decrease in the discount rate. On the other hand an inflow implied an increase in the discount rate and hence a restriction of the money supply. The activities of the Federal Reserve with regard to the gold standard were to be in accordance with all other countries on the standard such as the United Kingdom in other for the system to work effectively. On the 11th of January 1929, the Wall Street Journal published an article addressing the probably effects of an increase in the discount rate. The article titled â€Å"Rise In Discount Rate Unlikely Soon†emphasized on the fact that a rise in the discount would most likely diminish the money supply. Banks would be less inclined to borrow money from the Federal Reserve due to the high discount rate and therefore would restrict the amount of money loaned to customers. The article also touched briefly on the effect of the increase on London stating â€Å"An increase in rates here, without an increase in London, unquestionably would attract gold from London†the outcome of which would
Tuesday, December 10, 2019
Trace the Civil Rights Movement from 1954 to 1968 Essay Example For Students
Trace the Civil Rights Movement from 1954 to 1968 Essay Trace the Civil Rights Movement from 1954 to 1968 Essay. It was a hard time, and for many black persons, it seemed as if all broken promises of Reconstruction were finally, ironically epitomized in the actions of the Supreme Court of the United States. Ever since the 1870s, the Court had been eviscerating the congressional legislation and constitutional amendments that had been established at the height of Reconstruction to protect some of the basic citizenship rights of black people. 1954 was a new time and more than tears and words were needed. Just about everyone that was black and alive at the time realized that the long, hard struggles, led by the NAACP, had forced the Supreme Court to take a major stand on the side of justice in the Brown v. Board of Education of Topeka decision. We conclude, unanimously, that in the field of public education the doctrine of separate but equal has no place. Separate educational facilities are inherently unequal. A salvation of freedom was in the making, but the making proved difficult indeed. The next decade brought racial war to the South. The eleven years between the Brown decision in 1954 and the Voting Rights Act of 1965 appeared to be a prolonged series of bloody conflicts and irrational white pig-headedness, with fiery protestations that the white south would never cave in. In December 1955, a mass movement that would change the system of segregation is sparked by Rosa Parks in Montgomery, Alabama. Rosa Parks, tired after a long days work and tired of a lifetime of discrimination, was resting in her seat on the way home when several white men loaded on the bus, more than the existing white section could hold. The bus driver then yelled to the blacks, Niggers, move back. Rosa Parks refused to budge. The bus driver stopped the bus and had her arrested. Her case prompts JoAnn Robinson, and the Womans Political Council, along with the local black leadership to call for a boycott of Montgomerys segregated bus system. Martin Luther King Jr. becomes leader of the 12- month boycott. In November of 1956, the U.S. Supreme Court rules the Montgomerys segregated bus system is unconstitutional. Although the Brown ruling of 1954 was a unanimous decision, the American publics reactions to it varied greatly. In the North, where segregated schooling was not a matter of public policy, blacks viewed the decision as a victory for equality. Most whites in Northern states felt that the decision had little meaning for them. In the South, however, many whites viewed the Courts decision as an intrusion of the federal government into their way of life. Southerners pointed out that the North, too, was segregated. Black people in the South were profoundly affected by the court decision. Many felt for the first time that the government might be on their side, and that it might now be possible to throw off years of oppression. But a year passed before the Court delivered its instructions on just how school desegregation was to be implemented. When the Courts directions in what has to be known as Brown II were summarized in the phrase with all deliberate speed, many black people were disappointed and felt that the government would not support desegregation. In 1957, the Little Rock School Board decides to admit nine black students to its Central High School. The Governor calls out the National Guard to prevent integration of Central High; the soldiers surround the high school and admit white only. An angry mob appears at the school to harass the black students. The local NAACP goes to court to support the nine students. .u4135e88fdd903ff2bde565be343b230d , .u4135e88fdd903ff2bde565be343b230d .postImageUrl , .u4135e88fdd903ff2bde565be343b230d .centered-text-area { min-height: 80px; position: relative; } .u4135e88fdd903ff2bde565be343b230d , .u4135e88fdd903ff2bde565be343b230d:hover , .u4135e88fdd903ff2bde565be343b230d:visited , .u4135e88fdd903ff2bde565be343b230d:active { border:0!important; } .u4135e88fdd903ff2bde565be343b230d .clearfix:after { content: ""; display: table; clear: both; } .u4135e88fdd903ff2bde565be343b230d { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u4135e88fdd903ff2bde565be343b230d:active , .u4135e88fdd903ff2bde565be343b230d:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u4135e88fdd903ff2bde565be343b230d .centered-text-area { width: 100%; position: relative ; } .u4135e88fdd903ff2bde565be343b230d .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u4135e88fdd903ff2bde565be343b230d .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u4135e88fdd903ff2bde565be343b230d .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u4135e88fdd903ff2bde565be343b230d:hover .ctaButton { background-color: #34495E!important; } .u4135e88fdd903ff2bde565be343b230d .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u4135e88fdd903ff2bde565be343b230d .u4135e88fdd903ff2bde565be343b230d-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u4135e88fdd903ff2bde565be343b230d:after { content: ""; display: block; clear: both; } READ: The eternal struggle Essay President Eisenhower, reluctant to act first, intercedes, saying that the mob violence will not overrule court decisions. Eisenhower sends in the 101st Airborne Division. Under protection of the federal government, the students are finally admitted and escorted to classes by soldiers. Black college students in the early 1960s had much in common particularly the memory of Little Rock in 1957, where students their own age had defied white mobs to integrate Central High School. This generation of black students entered colleges with high hopes. They felt they .
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