Brand architecture and branding analysis

stain architecture and incitering analysisA pock is name, term, sign, symbolization or design or a combination, intended to identify the goods or services of one seller and to differentiate them from those of competition Ameri foot market placeing companionship 1960. A filth is name, symbol, logo, design or image or any combination of these, which is designed to identify crossing or service. Kotler et al, 1999 instigant distinguishes a gilds harvest-time from its competitors and an determine proceeds or service that closely satisfies customers needs and wants. send is an asset to a company and reflects the quality of customer service. Branding is all nigh the customers trust of the intersection or service and makes the discussion sectionation easier for the company. The difference between a company and its competitors should be communicated by blemish, because it makes a company unique. BMW, Toyota, Luis Vuitton, NEXT, Debenhams, Nike and Coca low-down are the well- known home runs that command scathe premium and stimulate deep customers loyalty.BrandingBranding is the collection of actual and emotional characteristics associated with a particular identified increase or service that differentiates it from the rest of marketplaceHand-out notes by tutor Anthony smithBranding is an central aspect of marketing to build a healthy image of a company. Mercedes Benz is an automobile shuffle that commands a premium with their engineering, performance, quality, customer service and after sales service. Toyota shares all these characteristics but still they were not positioned as premium in the customers mind. Toyota then created Lexus as a premium brand with the collaboration of both Toyota and Lexus sha sanguine engineering, design elements and customer service.How-to-branding.comBrand ArchitectureBrand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, merc elapseises, and services, and should mirror the marketing strategy.Kompanigroup.comHow an organization structures various products, services or early(a) entities within its portfolio and how they relate to one some other.Brandinstitue.comIn the growing economy we stern see different companies merging with separately other and form the strategy for each of the tar guideed group in which every product tooshie carry its own brand name. Good and clear brand architecture leads a company towards brand positioning and also helps to get sustainable competitive advantage. there are three different types of brand architecture strategies.Corporate/Monolithic Branding schemaIn this strategy company takes on a unified brand for all product categories and targeted market. This strategy creates simplicity, and cost deficiencies can be achieved as strange to multi-branding architecture, in which a incarnate brand plays a smaller role.Microsoft, Intel, Disney, CNN, SONY, Nike, Virgin an d coca cola etc. are the best interpreters of corporate branding. Corporate tie makes the advertising easier for the company as they just advertise their name and slogan. . Coca cola is recognizable in every continent of the world through its red curved bottle and logo. SONY is a corporate brand as its name is attached to everything, from its DVDs to play station.The fo beneath of SONY, Akio Morita, once said I have eternally believed that the company name is the life of an enterprise. It carries responsibility and guarantees the quality of the product.Therefore corporate strategy leads a company to sustainable financial outcomes.Brandingstrategyinsider.com.Adhistry.wiki propertys.comGoogle.co.ukMulti/Individual Branding out distinguishMulti Brand Strategy refers to a marketing strategy under which two or more than two similar products of a besotted are marketed under different brand names. Finance.mapsofworld.comIt is very difficult for a brand to position itself in a diversif ied environment where the customers needs and wants are different. Therefore, company can fill different market segments through diversifying its product range. VW, PG, Unilever and Diageo are the best examples of multi branding. PG is the prime example, having a multiple shampoo brand to influence different customers, analogous head shoulder for dandruff, Pentene for healthy hear and Sassoon for professional saloon experience. Through multi branding a company can target more than one segment in the market and fill the price gaps. Multi branding is a good strategy but sometime it fails because of the poor management. Due to failure it could harm the family brand name.VW took many years to change the negative brand image of Skoda from the customers mind. Helen Meek. et al, 2001Google.co.ukEndorsed BrandingA brand that carries the endorsement of a source brand (the parent company).Brandbuild.euEndorsements confer integrity and assurance of the indorsed sub brand in customers mind w ithout overpowering it with its own railroad tie. Endorsed branding is suitable for the company, using varied product portfolio, e.g. nose, Cadbury, Unilever etc.Nestle written on the Kit Kat, Cadbury written on Dairy Milk to provide credibility and assurance to the product.Some companies sink independence to the endorsed brands like Unilever give freedom to the Heartbrands such as Feast, Magnum and Cornetto and they have their own marketing campaigns and target market. Some companies has firm relationship between company name and product, e.g. Ford does it with the moulding Mustang, people using either the brand name Mustang or the full name Ford Mustang.Google.co.ukBrand ElementsBrand elements are those trademarkable devices that identify and differentiate the brands. There are certain elements of a brand, like names, logos, symbol, characters, slogans, design, features etc. some important elements are mentioned below.Kotler et al, 1996Brand NameName is the most significant el ement of the brand. This is the solo part of the brand which should never be changed. It help customers to identify distinguish product from competitors. It is not necessary the brand name is associated with the company and can be different. But if the brand name is linked with the quality of the product either high or low, then all good must be of the equivalent standard. MS is the prime example of providing quality products through St Michael Brand as one can see its tag on the cloths and food and household goods as well.Brand ImageBrand image is fundamental bearing through which a customer recognises and believes a brand. It gives a company an identity and creates a check image in the mind of the customers. Brand image is unique that clearly reflects the image of the organisation and different from the competitors. To build a right image in the customers mind, the company must have to focus on brand identity.Brand PersonalityBrand personality is the goodwill of the brand. It is associated with the benefits and attributes of the brand. Brand personality is unique and retentive lasting it is the emotional attachment of the consumers with the product, e.g. Sony and Panasonic, both are the giants of electronic sector, although both got resembling features, some peoples prefer one of the other because of their trust on the product by long time.Brand AssociationBrand association is the relative strength of consumers positive feelings towards the brandLasser et al, 1995Associations, according to Aaker (1991) represent the bases for purchase decisions and for brand loyalty.The way consumers perceive brand is a key determinant of long-term business-consumer relationships. Hence, building strong brand perceptions is a top priority for many firms today.Morris, 1996It is the perception of the customers towards a brand attributes and quality. Brands can be associated with the name, colours, symbols, attitudes, expressions and sound etc. Mercedes Benz is associated with the luxury drive and surpasslent engineering, Nike with its Slogan, Nokia with its sound, and Coca Cola with its red colour, Colgate toothpaste with cavity protection and Microsoft with Bill Gates.Renault has launched a sure-fire campaign for its model Clio and used the famous French footballer Thierry Henry and Sesame Steet in the Va Va Voom advertisement. This campaign resulting attract more male customers than females. This is how celebritys association to the brand benefits organisation.Kotler et al, 1996Brand association gives the basis of buying and brand loyalty to the customers. Companies everlastingly try to associate their brands with the positive things to create good image of the product in the mind of customers.Brand association developed if the product is desirable, durable and satisfies the customers needs. Positive customers perception most the product makes a brand stronger. It is formed on the basis of Product attributes, Advertisement, Relevant price, Qu ality, Celebrity and spoilt entity association, Competition and Display points.Brand positioningPositioning is the place in consumers mind that you want you brand to own. For example, Hallmark caring shared, and Disney Family Fun entertainment.Positioning is not what you do to a product positioning is what you do to the mind of the prospect.Ries and Trout, 1981Brand positioning is successfully make through continuous communication with the customers about the product to its targeted market, through advertisement, brand name and its packing.Brand positioning refers to the position in the customers mind, it does not relate to market position. Brand positioning is associated with the market segmentation. The right market segment is to be targeted for the brand positioning. Brand positioning is all about a customers perception about the product. There are certain ways for a brand to be positioned, e.g. offering specific benefits, targeting a specific segment, pricing and distribution. Brand positioning is an important concept in which a company can decide where it wants to position its brand in its field relative to competition. Brand positioning is a opinion that guides a company to build a relationship between the brand and customers. Brand positioning gives space in the customers mind, so the company become in the better position to control over its own brand image.Price and quality are the most common attributes are considered in the brand positioning. To get a good position in the customers mind the company introduce brand of a good quality with on competitive price. The quality of the product must be at least equivalent or better from the competitors.Quality perception is the most powerful element of the brand positioning. Once a company is successful in building a powerful perception of quality will result in building a powerful brand. mental element is dominant to some extent in building a quality perception as some peoples psyche is that the product wi th high price tag is of good quality.Communicating brands through their specific features is another way to position brands, e.g. Clinic all clear, Dare to wear Black or Pakistan and India surf excel is advertised as stain remover, Surf Excel hena. Culture is another strong aspect to the brand positioning. Different companies use cultural symbols to differentiate products from their competitors. Examples including, product line India advertise through Maharaja, Tata tea, Hamara Bajaj etc.Treedeuce.comBrand ExtensionBrand extension is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but in a different product category.Brandexpress.netWhen a firm uses its brand in another product form, or even within another product class, then the firm is stretching the brand (also referred to as brand extension).Iain EllwoodVirgin is the good example of brand extension as they sell everything from records to airline travel, to cola dri nks to wedding parties from clothing to cosmetic and computers. This is successful in brand extension because it has the ability to marry the customer directly and give them values.Many firms attempt to elicit their brands but all the brand extensions are not suitable or desirable. An extended brand always works best in a top to down direction. It is always easy for a company to bring brand extension from relatively cheaper product line. Ralph Lauren and Gucci are the best example. Ralph Lauren extended from luxury clothing to jeans and bed linen while Gucci brand is extended from luxury clothes to oven gloves, cooking aprons and hang back toys. An extended brand has a low introductory cost because the customers, traders and retailer are well aware of the product. Brand extension brings options to the customers through variety of products. If the product is of lower quality, will result in damaging in overall brand value.Iain EllwoodCaterpillar is one of the biggest non-sporting footwear companies in the world with its brand CAT. This is basically a construction and mining equipment manufacturing company that extended their brand in this potential segment. It was perceived that it is the biggest mistake of the caterpillar but the extension was a big success.Sometimes the brand extension, implemented incorrectly due to less understanding. LEGO is a Danish toy manufacturing company, decided to extend its brand and launched its own product line of cloths, watches and video games but it was ignored by its target market, that result half of its employee are redundant back in 2004.Kotler et al, 2001Michelin and Goodyear are the French companies, famous for do rubber tyres and having a number of brand extensions. Michelin brand extensions are car and cycle related product, footwear and clothing, sports and leisure and personal accessories. On the other hand Goodyear becomes the partner of the Adidas to make a series of driving shoes.Kotler et al 2001We can see normally financial services providers have not attempted to extend their brands, and only concern with their original market. On the other hand, there are too many non-financial service providers extended directly to the financial services. E.g. Tesco extended its market to Tesco banking and Tesco insurance.Benefits of brandingTo customersPeople buy brands, because they are well aware of the quality of the product and save time and efforts. Buying a branded product can give customers a peace of mind and credibility. Most of the branded products have warranty policies, which gives customers assurance of a quality product. Some big companies having product renewal policies, e.g. DeWalt a power tool manufacturing company, replace the product immediately in case of damage.To intermediaries/stakeholdersThere are certain benefits of branding to different stakeholders, that directly/indirectly effecting the organisation.Multinational organisations always have the strategy for social, envi ronmental and economic issues. Companies contribute to the societies in which they operate. Brands follow government regulations to minimise any adverse effect to the environment.Employees always attract to innovative companies where learning opportunities are always there.Supplying goods directly to retailers, companies distribute goods through agents or distributers. Distributers get long-term agreements from the known brand companies.retailer can get benefits from overall marketing campaign.Sustainable competitive advantageWhen two or more firms compete within the same market, one firm possesses a competitive advantage over its rivals when it earns (or has the potential) to earn a persistently higher rate of profit.Grant, 2002It is very important for every organisation to be successful in long term. Effective corporate branding is certainly the main source of getting sustainable competitive advantage in the market. Worlds famous corporate brands do not sell products, they sell co ncepts, e.g. Coca Cola does not sell a soft drink, it sells enjoyment and Microsoft does not sells computers, it sells possibility.Brand designers create a corporate brand identity through promotional material and advertising campaign to establish a corporate identity.There are certain brand characteristics that lead a company to get sustainable competitive advantage. A well designed logo and a strong identity system can give a company an edge over its competitors.Brand IdentityA unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation members.Aaker, 1996Brand identity is the way a company aims to identify or position itself or its product or service.Kotler et al, 1999Brand identity is the first thing that a customer experience and plays a major role in getting a sustainable competitive advantage in the market. Brand attributes are is a bag o f features that shows the personality of a brand and these attributes help to create brand identity.Brand identity is supported by emotional and unique elements and values, serve to distinguish the brand in the market, especially for progressively competitive environments, service organisations and recreational sectors.Brand identity creates a distinct identity that is very hard for the competitors to duplicate.The main elements to build a strong brand identity are human resources, organisational culture, organisational structure, stationary, company cards, company dcor, packing, catalogue, market and innovation etc.Kotler et al, 1999Brand loyaltyBrand loyalty is considered as ultimate reward for a brand as it is another factor which leads a company to get a sustainable competitive advantage. Customers always prefer to buy those brands they are loyalty with, even though that is expensive and have close substitutes in the market.Apples iPod is a product to listen mp3/mp4 music, and t he big electronic giants like Sony, Panasonic and so many other companies have same product with same features at the relatively low price than Apples iPod. Majority of the customers buy iPod just because they are loyal with the brand.Brand EquityBrand is a symbol of extremely precious part of legal property, that can control consumer behaviour and it also provides the protection of persistent future revenues to the firm. Brand equity is called the tot up that is directly or indirectly accrues by these various benefits.Kapferer, 2005 keller, 2003Companies invest huge amount of money to develop brand equity. Brands with high equity win the space in the market because of the uniqueness, reliable services and continuous and effective relationship with the customers.Stronger brand image takes a company to financial advantage through the brand equity. Brand equity leads a company to charge perineum prices for the product to raise their profit margin.

Strategy Of Tesco To Nigeria Commerce Essay

Strategy Of Tesco To Nigeria Commerce EssayThis bailiwick seeks to analyse the assorted styluss of doorway into a foreign commercialise procurable to an administration, showing their relevant strengths and weaknesses. For the target of this, Tesco Plc. has been chosen, showing the various submission modes available to the judicature as it seeks to diversify into the Nigerian food merchandise market.In an attempt to mensurate these entre modes, this report has been structured into three main parts First, PESTLE and Porters five forces as tools utilise to assess the attractiveness of a tending(p) market were analysed showing their strengths and weaknesses.The second part of this report focuses on the lever cooking stove and debone analytic thinking as analytical tools which go off be used by an arrangement to gauge its in diversityal capabilities. Finally, the different entry modes available to Tesco such as exporting, licencing, franchising, joint venture and wh olly foreign owned enterprise (WFOE) were discussed and the approximately appropriate mode of entry recommended.1.0 INTRODUCTIONStrategy is a long term direction of an establishment (Johnson et al 2011). It is a long term project of action designed to achieve a specific goal, directed towards the achievement of the set objectives of an placement.According to Jones and Hill 2010, dodge is a set of related actions that managers incorporate to increase their compeverys performance. It shows the plans and actions carried out by managers in an arranging to improve its performance and gain a stick of reinforcement over its competitors. Strategy shows the position of the brass section in relation to its outdoor(a) purlieu, the strategical choices and directions available to the physical composition and the action plan on how to achieve the strategies in line with the organisations goal and objective.Strategy is a design or plan for achieving a companys insurance, goals and obje ctives it is a design or plan that defines how policy is to be achieved (Davies 2000). Huff et al 2009, sees dodge as a purposeful attempt to achieve an objective. This shows that the strategic plan of an organisation is intended and directed towards the achievement of the objectives of the organisation.Corporate Level StrategyThree progeny aims of strategy exist in an organisationBusiness Level StrategyOperational Level StrategyFigure 1 Levels of strategy (Adapted from Johnson et al 2011)The corporate level strategy is a strategy that proceeds the overall scope of the organisation, the descent level strategy is a strategy made at the strategic business units in an organisation and such strategy does not affect the whole organisation. While the operational level strategy deals with the processes or people used in implementing both the corporate and business level strategies.In an attempt to understand these concepts defined above, this report leave behind address the market ent ry potentials and the different modes of entry available to Tesco in its bid to command into the Nigerian grocery market, using relevant tools and framework. This report will be structured to address three different tasks First the analytical tools used in gauging the attractiveness of a given market such as PESTLE, Porters five forces, Porters Diamond, Scenarios, BCG matrix etc. Secondly, analytical tools such as range chain, SWOT, Strategy canvas, Ansoff matrix, Value ne 2rk etc. used to gauge the internal capabilities of an organisation, with violence laid on the abide by chain and SWOT outline, will be assessed. Finally the different modes of entry available to Tesco, such as exporting, licensing, franchising, sales subsidiary, joint venture, wholly owned enterprise will be discussed in details in this report and the most appropriate mode of entry recommended for the organisation.2.0 ANALYTICAL TOOLS USED TO GAUGE THE ATTRACTIVENESS OF A MARKETA strategic decision maker has a range of analytical tools which could be used for this purpose, such as PESTLE, Porters Five Forces, Scenario Analysis, Porters Diamond etc. these analytical tools servings the manager to assess the attractiveness of a given market in terms of cost, profit mogul, competition and other remote factors which might entrance the smooth operation of the organisation in the market.Scenario Analysis Scenario analysis helps strategic decision makers to manage and minimize relevant risk and it besides helps them to address key uncertainties which might arise in future. A scenario may depict an report of how nigh future state evolves including the sequence of events, conditions or changes that precede or cause the future states to occur (Linneman et al, 1983).Porters Diamond This tool proposes that the characteristics of the national environment influence the competitive wagess of a nation (Mann and Byun 2011). Four interrelated determinants of national advantage have been identifie d in the work of Dogl et al 2012, that influence competitive advantage of organisations such as factor conditions, demand conditions, related and supporting industries and firm strategy, structure and rivalry.In order to assess the attractiveness of a given market, emphasis will be laid by this report on the PESTLE and Porters five forces, bringing out their relative strength and weaknesses.2.1 PESTLE ANALSISPestle analysis is in effect an audit of organisations external environmental influences with the purpose of using this information for strategic decision making (CIPD 2010). It is an important macro-environmental audit tool, which shows the various factors in an organisations external environment belike to affect the operation of the organisation. These factors includes political, economic, social, technological, legislative and environmental.Pestle analysis consists of c atomic number 18fully determining all these factors and finding out exactly in what way and to what exten t these factors influence a certain organisation and it also provides the organisation with vital information about its environment hence it is a compulsory analysis (Marketing Minefield 2012).OrganisationLegislativeEnvironmentalEconomicSocial semipoliticalTechnologicalFigure 2 PESTLE Framework of an organisation (Adapted from Marketing Minefield)Political This represents the way finished which the government and political situation of a commonwealth influence the performance of an organisation. Political forces can influence selling decisions by view the rules by which the business will be conducted (Jobber 2010). Some of the political factors which are believably to influence an organisation includePolitical stabilityTax policy and reformsTrade restrictionsConsumer protection lawsGovernment policies and rule of lawThe political instability evidenced in Nigeria at present and other government policies and laws are likely challenges to Tescos internationalisation strategy to N igeria.Economic Prevalent economic conditions in a given estate will pose a great challenge to the operations of an organisation. According to Kotler et al 2008, the economic also consists of factors that affect the consumer purchasing power and spending pattern. Some of these factors areIncome distributionLabour costFluctuations in relate and exchange rateRate of economic growthInflationCost of livingIncome distribution, poor infrastructure and inflation in Nigeria are some of the factors Tesco should believe before moving into the Nigerian market.Socio-cultural Changes in the socio-cultural trends of a country such as the population growth rate, health, social attitudes, age distribution and cultural beliefs of the country can affect the operation of an organisation and therefore have a direct impact on the demand for the companys product.Technological The rate of technological attainment today will pose a challenge to an organisation. Rapid change in technology is a huge fact or that will influence an organisation. thusly organisations have to be aware of the current technological trend of the environment in which they carry out their business. Some of the technological factors likely to influence an organisation areInternet and various information systemsSpeed of technology transferImpact of emerging technologies.Research and developmentLegal Laws such as, health and prophylactic laws, consumer protection laws, licensing laws, competition and employment laws prevalent in any country will affect the smooth operation of organisations.Environmental These are laws or factors on the surrounding environment of an organisation which can influence the way the organisations operates. Factors such as environmental laws and regulations, waste disposal, energy consumption, geographic location are likely to affect an organisation.2.2 STRENGTHS AND WEAKNESSES OF PESTLE ANALYSISSTRENGTHSIt provides the organisation with a better understanding of the prevailing conditi ons in their business environment.It helps organisations to detect or anticipate future problems and take for granted necessary actions to avoid or cushion its effect.Opens up available business opportunities for the organisation to exploit.It encourages the development of strategic thinking within an organisation.WEAKNESSESPESTLE analysis could be time consuming and expensive to carry out.It does not take into pictureation key players in the organisations industry such as the competitors (analysed by the five forces) which could be a great force to reckon.The analysis needs to be reviewed on a regular basis for it to be effective.Results of the analysis are often infixed and could be based on assumptions.2.3 PORTERS FIVE FORCESBargaining power of SuppliersBargaining power of BuyersThreats of brisk EntrantsThe five forces framework helps to identify the attractiveness of an industry or sector in terms of the competitive forces (Johnson et al 2008). It offers a way of assessing t he likely strength of competition in any given market (Blythe 2006). free-enterprise(a) rivalryThreats of SubstitutesFigure 3 Porters Five Forces Model (Adapted).The aim of the Porters five forces analysis is to identify the nature, strength and impact of these competitive pressures so that individual forms can frame strategies that defend them from their impact or influence them in their favour (Kippenberger 1998). It forms a useful starting point for undertaking a competitive analysis (Brassington and Pettitt 2006).Threats of New Entrants This refers to the possibility of new firms entering into the industry. New entrants into an industry have the potential of increasing the level of competition in such industry, thereby trim its attractiveness. Some of the barriers of entry into an industry areEconomies of scaleCapital requirementCustomer LoyaltyExperienceGovernment restrictions (Licensing)The entry barrier in the Nigeria grocery market is low hence this will not pose a challen ge to Tesco moving into the country. Although there will be a strong retaliation from companies operating in the industry such as Shoprite and Spar.Threats of Substitutes substitutes are products or services with similar benefits or attributes to a companys product. This may exist when the demand of a companys product reduces due to a change in the price or performance of a substitute product. Determinants of threats of substitute include,Price and performance of substitutesRelative geological fault costs to substitute products.Bargaining Power of Buyers If the buyers have a high bargain power, they can demand lower prices, product or service improvements and this will in turn affect the profit of the organisation. The most important determinant of buyer power is the size and the concentration of customers (Karagiannopoulos et al 2005).Bargaining Power of Suppliers The bargaining power of suppliers will definitely affect the attractiveness of a given market. If suppliers of a comp anys products possess high power, they tend to fix the prices of their products and might eat up the profits of the company. Suppliers tend to possess more powers whenThere few and concentrated suppliersSwitching cost is highSuppliers provide a peculiar(prenominal)ist or rarified input.The bargaining power of suppliers in the Nigeria market could be between medium to high and Tesco has to consider this before moving into the country. A backward integration of mayhap an alliance with the suppliers will be a good strategy to adopt in order to avoid the effect of suppliers powers.Competitive Rivalry These are organisations in the same industry with similar products and services, also targeting the same customers. Threats from competitors are the most important challenge facing an organisation. The major competitors in the Nigerian grocery market which could pose a challenge to Tesco are, Shoprite, Spar and Mega Plaza. Tesco in order to avoid the effect of these competitors could be e ither cost focus by offering reference products at a reduced price or focus differentiation by targeting a different segment of the market.2.4 STRENGTHS AND WEAKNESSES OF THE FIVE FORCESSTRENGTHSThe five forces shows the attractiveness of a given marketIt provides a detailed analysis of the key players in the industry such as the suppliers, buyers and competitors.It is a useful tool used in strategic formulation in organisations.It opens up the relevant threats in the companys industry such as the threats from competitors.WEAKNESSESThe model fails to consider other macro-environmental factors such as political, economic, healthy etc. (like the PESTLE model) which might affect the operation of an organisation.Porters model does not pay much attention to non-market sources of change in an organisation (McGowan and Mahon 2000).It does not consider the possibility of creating a new market.2.5 COMPARISON OF THE PESTLE AND PORTERS FIVE FORCESFrom the discussions of both analytical tool s, the PESTLE focuses more on the macro-environmental factors that can affect an organisations operation and fails to take note of the key players in the organisations industry such as suppliers, buyers and competitors whose impact could also affect an organisation.The five forces while trying to bridge the gap by analysing the organisations immediate environment, took into recognition the buyers, suppliers and competitors, which is an important player in the industry. However, it fails to have a broader view and consider other factors within the organisations external environment which can affect the operation of the organisation.3.0 ANALYTICAL TOOLS USED TO GUAGE THE INTERNAL CAPABILITIES OF A COMPANYAnalytical tools such as the nourish chain, SWOT, treasure network, strategy canvas etc. are available for use by a strategic decision maker to assess the internal capabilities of a company moving into a new market.However, for the purpose of this report, the SWOT analysis and the v alue chain will be used, showing their respective strengths and weaknesses.3.1 POTERS VALUE CHAINA value chain is an interrelated series of processes that produces a service or product to the satisfaction of the customers. It involves internal linkages between a firms core processes, its supporting processes and its external linkages with the processes of its customers and suppliers (krajewski et al 2007). A value chain therefore refers to all those activities that support the process of value creation in an organisation. There are a lot of activities grouped into the primary and supporting activities that shows the internal capabilities of a firm as it creates value for the whole organisation.IT InfrastructureSupporting ActivitiesInbound LogisticsHuman ResourceMarginFinanceProcurementOutbound LogisticsserviceMarketing and SalesOperationsMarginPrimary ActivitiesFigure 4 Porters Value Chain (Adapted)According to Kippenberger 1997, the value chain is designed to show the innate valu e of a firm and consists of the firms value activities aimed at improving its margin. The values chain evaluates each activity in the organisation and the way it creates or adds value to the whole organisation through its margin (profit). The way an organisation creates value through its activities creates a good position about the organisation in the minds of its customers. This suggests that if an organisation creates adequate value through its activities and its relationship with its customers, it will gain a competitive advantage over its competitors and increase its margin as wholesome.For Tesco to survive in the Nigeria grocery market, it is important that it understands and improve on its internal capabilities (resources and competences), thereby creating adequate value through its activities as this will give it a competitive advantage over its competitors. A companys competitive advantage largely depends on how it manages all its value creation activities in relation to co mpetitors in the same industry.Tesco can create value for its through its activities byOffering unique product or service.High quality and low-priced products (being cost focus).Immediate response to the changing environment and customer needs.Developing distinctive capabilities to meet the needs and demands of customers effectively.3.2 STRENGTHS AND WEAKNESSES OF THE VALUE CHAINSTRENGTHSThe value chain shows the activities and the processes involved in creating value in an organisation.Information provided by the value chain forms a basis for an organisation to develop alternative strategies.It enables an organisation to identify its internal capabilities, strengths and weaknesses.Value chain helps the organisation to determine its value creation to customers this will enable them to note areas of improvement.It reveals an organisations competitive position with competitors in the same industry.It enables organisations to determine their strategic position and make good strategic d ecisions.WEAKNESSESThe value chain analysis is designed only for the organisations internal purposes.Value chain activities of an organisation cannot exist individually hence cooperation between the activities is required for the chain to conk out properly (Glaser 2008).It focuses more on profit and how to increase the margin of the organisation.3.3 SWOT ANALYSISUndesirableDesirableA SWOT analysis is a structured approach to evaluating the strategic position of a business by identifying its strengths, weaknesses, opportunities and threats. It provides a simple method of synthesizing the results of the marketing audit (Jobber, 2010). A SWOT analysis of an organisation shows a thickset of the organisations traits or competences, which are its strengths and weaknesses, as well as the competitive factors it faces in its environment (opportunities and threats). A good SWOT analysis of an organisation will unveil the opportunities available to the organisation as well as the threats wh ich could pose a challenge to the smooth operation of the organisation. A proper understanding of the SWOT of an organisation will enable the organisation to convert its weaknesses into strength and the threats in its environment into opportunities.StrengthsWeaknessesUncontrollableControllableThreatsOpportunitiesFigure 5 SWOT Framework (Adapted from Novicevic et al 2004)The SWOT analysis shows a summary of the firms marketing situation which encompasses the findings form the internal and external strategic analysis that provides the back-end planning perspective of controllable and uncontrollable variables/events (Novicevic et al 2004). According to Duarte et al 2006, a SWOT analysis is a way to analyse the environment, allowing for the segregation of the environment into internal strengths and weakness and the external opportunities and threats as well as positive and negative environment.For Tescos internationalisation strategy, a SWOT analysis of the company should be properly ca rried out to assess its internal capabilities through its strengths and weaknesses, and its ability to survive in the environment by overcoming the threats and turning them into opportunities.SWOT analysis of Tesco Plc. is shown belowStrengthsWeaknessesStrong note imageUnique productsStrong financial positionLarge sizeGood customer serviceHigh reliance on the UK marketExposed to macro-economic issues in some marketsOpportunitiesThreatsStrategic alliancesDiversification into new marketsIncrease international growthDevelop additional servicesStrong and stiff competitionEconomic recessionPolitical instability and government policiesFluctuations in exchange rateFigure 6 SWOT Analysis of TescoTesco has to adopt the conversion and matching strategies in order to use its internal capabilities to overcome its weaknesses and threats in the environment. Hence, weaknesses can be converted to strengths, threats into opportunities and its strengths matched with the opportunities.3.4 STRENGTHS A ND WEAKNESSES OF THE SWOT ANALYSISSTRENGTHSSWOT analysis is used to assess an organisations competitiveness, capabilities and core competences.It guides the organisation in setting objectives for strategic planning and decision making.It exposes the opportunities available to an organisation as well as the threats.It aids the organisation to take advantage of its strengths to address the weaknesses.WEAKNESSESHigh dependence on external factors relies on the PESTLE analysis and other environmental scanning models.It does not provide solutions or offer alternative decisions to issues identified.While SWOT is useful to pen and enumerate issues, it does not provide actual strategies to implement and take advantage of opportunities while leveraging strengths (Helms et al 2011).3.5 COMPARISON OF THE VALUE CHAIN AND SWOTThe value chain focuses on the internal capabilities of the organisation as it strives to improve on its activities to create more value while satisfying the needs of its customers. It fails to analyse external threats to the organisation or opportunities which could be explored by the organisation. Also, the value chain seeks to improve the margin of the organisation through it activities, rather than evaluate the strengths and opportunities which could be of great help in improving the margin of the organisation.SWOT analysis on the other hand, while trying to look at the internal capabilities of the organisation through its strengths and weaknesses, also considers the relevant threat and opportunities in the organisations environment. This guides the organisation in setting its objectives for strategic planning and decision making. Hence, an understanding of the SWOT analysis is very essential for any organisation as this will form the basis upon which it creates value for itself.4.0 INTERNATIONAL MARKET ENTRY MODESThere are several foreign market entry modes available to organisations seeking to internationalise into new markets. According to Su n, H. (1999), entry modes are seen as the forms of capital participation by an organisation in international enterprises and two basic entry modes exist wholly owned subsidiary and joint venture. Internationalisation strategy of an organisation will involve great resource allegiance hence the mode of entry is a very important strategic decision to avoid failure. However, for Tescos strategy to enter into the Nigerian market, the following entry modes are available to them exporting, licencing, franchising, alliances, mergers and acquisition, sales subsidiary, joint venture and wholly foreign owned enterprise(WFOE).4.1 EXPORTINGAccording to Joynt, P and Welch, L. (1985), most organisations begin their international operations through exporting rather than other means of entry such as licensing or foreign direct investment. Exporting as a mode of entry into a foreign market involves the exportation of countrys product into a foreign market. This could be driven by the need to extend customer base, increase profit, or due to limited growth potential in the home country. Exporting is particularly important in the exchange world system and it is largely used as a mode of entry into foreign markets for manufactured goods firm, especially those in the early stage of internationalisation (Khemakhem 2010). Exporting could be either direct, where the goods of an organisation is exported directly to a partner firm in the country or indirect through the use of intermediaries.4.1.1 STRENGTHS AND WEAKNESSES OF EXPORTINGSTRENGTHSIt is considered as the easiest, simplest and most used mode of entry.Risk involved is minimal due to limited investment.It creates an opportunity for the organisation to study the overseas market preferences before investing in the country.Exporting helps an organisation to achieve economies of scale by manufacturing its products in one location and exporting to a larger market.It is cost effective and improves the margin of an organisation.WEAKNES SESTrade restrictions and laws in some countries could pose a huge challenge to exporting.Transportation cost and distribution channel problems.Stiff competition from indigenous firms.Export licenses and custom laws may start out in different locations.4.2 LICENSINGThis is a form of contractual agreement whereby the licensor grants access to property rights which could be patents, trademark or know-how to the licensee in exchange for some form of payment. According to Okoroafo (1992), licensing is seen as direct investment royalties, license fees and other fees for the sale of intangible property rights including patents, industrial processes, trademarks, copyrights, designs, know-how, techniques etc.4.2.1 STRENGTHS AND WEAKNESSES OF LICIENCINGSTRENGTHSLicensing creates an opportunity for future investment into a given market.It enables expansion with limited direct exposure to risk and low investment.It creates speedy entry into a foreign market.Creates access to new markets not slowly accessible by exports or other modes of entry.It maximizes return from an investment.WEAKNESSESThere is limited control due to the contractual agreement.Difficulty in identifying what to licence.Terminating the agreement might be difficult till the expiration of the contractual duration.Licensing can create competition as the foreign partner might become a competitor.4.3 FRANCHISINGFranchising is a special form of licencing in which the franchiser makes a total marketing program such as brand name, logo, products or method of operation, available to the franchisee for a fee (Gillespie et al 2004). Franchising is often used for indirect entry into a foreign market and most local service firms get the exclusive right to a marketing concept, which may also include right to a certain operational mode (Gronroos 1999). In franchising, the franchisee obtains the right to sell the franchisors product or use his brand name or logo for business purposes, this method has been adopted by organisations in recent times and its mostly seen in the fast food industries.4.3.1 STRENGTHS AND WEAKNESSES OF FRANCHISINGSTRENGTHSFranchising encourages rapid growth and expansion.It involves a low cost of investment with minimal risk.Franchisor can tap on the franchisees wealth of experience, financial and managerial capabilities.Franchising improves brand development.WEAKNESSESThere might be cases of the franchisee giving the brand a bad reputation.Control restrictions on how the business would be run by the franchise agreement.There might be reduced margins or profit if the franchisee fails to manage the business efficiently.Difficulties experienced by the franchisee may directly affect the franchisor.4.4 JOINT VENTUREJoint venture is a form of strategic alliance where two or more organisations pull resources together to create a separate legal entity. It is seen as a contractual agreement and a mode of entry into the foreign market, whereby a foreign firm brings in its wealth of experience and expertise to create a business with an indigenous organisation. Joint venture allows the firms to pull and combine their resources together for the purpose of creating a new entity. The parties involved share the risk, expenses and profits from the venture together. According to Davis et al 1996, joint venture provides a vehicle for the cooperation between organisations with different but complementary strategies.4.4.1 STRENGTHS AND WEAKNESSES OF JOINT VENTURESTRENGTHSIt creates access to organisations into foreign market and increases their distribution network. subjective risk involved in the business, operating expenses and losses is shared between the two organisations.Joint venture pulls resources, expertise, core competencies and capabilities from different organisation to create a new entity.It creates synergy, sharing of skills, technology and experience between the organisations involved.It gives competitive strength to the new organisation and creates a stronger defence against competitors.WEAKNESSESThere might be contravene of interest between the organisations.Problem of control and management of the new venture.Profit is shared between the organisations involved in the venture.Cultural differences, economic and political systems in the foreign environment might pose a challenge to the venture.4.5 WHOLLY OWNED FOREIGN ENTERPRISEThis is a mode of foreign market entry where an organisation creates its own enterprise in another country. For instance, Tesco moving into the Nigerian grocery market and open new Tesco stores. This mode of entry is different from the others because the organisation has sole ownership and management of the new enterprise. A wholly owned enterprise is seen as a permanent enterprise in the host country wholly owned by the entrant, where profits and responsibilities are assigned exclusively to th

Riding the Red Essay examples -- Literary Analysis, Nalo Hopkinson

Ive told her and Ive told her daughter, you have to educate that child the facts of life before its too slow (Hopkinson 1). These are the first three lines of Nalo Hopkinsons short story Riding the Red, a modern adaptation of Charles Perraults Little Red Riding Hood. In his queen mole rat tale Perrault prevents girls from mens nature. In Hopkinsons adaptation, the goal remains the same through the grandmother biographic narration, the author elaborates a slightly revisited plot without fastener the moral young girls should beware of men especially when they seem innocent.This modern butt tale contains diverse characters but none of them are as authorised as the grandmother. In fact, through her narration the reader gets the basic information concerning the familial context. The story revolves around a grandmother, a mother and a granddaughter, which indeed sets the point of view of the story, the grandmother is the narrator therefore the reader gets her perception. Besides the domestic context, the lack of other contextual clues, such as the time or the location of the story, gives room to her story and her final purpose teaching and, at the same time, protecting her grand-daughter from risks represented by men here symbolized by a wolf. The way this unnamed grandmother reveals her life exemplifies two properties of fairy tale as mentioned by Marina Warner in The Old Wives Tale Fairy tales exchange cognition using morals between an older most of the time feminine voice of experience and a younger audience (314). As suggested in the text, fairy tales are a way to teach insights of life through simple stories directed to, most of the time, younger generations. Most of the time because fairy tales moral work on dif... ...nt approach as fairy tale was property and could be taken by its owner and read by its owner at his or her leisure for escape, consolation, or inspiration. (Zipes 1999, 338).Hopkinson uses the narrator to propagate a moral similar to Pe rraults three hundreds year ago. Girls, especially when young and inexperienced, need to be careful when encountering nice and charming men due to its risk to ends in a completely undesirable situation. This is when the grandmother intervenes, she tries to complete her granddaughters education by notifying her on that special affair and which will provides her advices to avoid the same experience. Indeed, fairy tale has an educational mission in addition of its entertainment. Hopkinson provides a moral to the reader through a modern and revisited tale, maybe more adapted to directly reader but without weakening its quintessence.

Paul’s Case: A Study in Temperament by Willa Cather Essay examples --

A Symbolic PerceptionImagine being entrapped in a life that you did not feel you belonged in. That isthe story of capital of Minnesota in Pauls Case, written by Willa Cather. He lived in a suburbanhome where everyone seemed the same and there was a feeling of despair. Paul, whowas a young man, entangle that his father, teachers and classmates mis beneathstood him andtherefore were unworthy of his company. In the story there are many symbolicelements. Flowers, for instance, symbolize Pauls personality and life. The parallel mingled with the boy and the flowers is made by the author many times throughout theshort story.In the beginning of the story Paul has a meeting with the teachers of his coachbecause he was misbehaving. For the meeting Paul shows up wearing clothes thatwere a trifle outgrown . . . with a red carnation in his buttonhole (49). This shows his total contempt for authority because he is going to get disciplined and the teachers thought this was not properly significa nt of the contrite spirit befitting a boy under the ban of suspension (49). The flower he wore shows that he does not care about school or his teachers his teachers felt that his whole attitude was symbolized by his motion and his flippantly red carnation flower (50). The principal also noted his conceit as he left the meeting and bowed which was described to be a repetition of the scandalous red carnation (51). It is almost as if the flower is his strength and reminds him of his ne...

john curtin :: essays research papers

Regarded by many as one of Australias greatest Prime Ministers, John Curtin expect office just six weeks before the bombing of Pearl Harbor and led Australia through the darkest hours of World War II. No prime minister has had a more profound effect on Australia and no man has given more in the service of his office. Curtin was born in the Victorian mining townspeople of Creswick on January 8, 1885. His parents were Irish immigrants. His father worked first as a policeman, then as a publi gage, and the family moved frequently from town to town. His much interrupted teaching method ended when he left school at 14 and began to supplement the family incomeas a printers apprentice, a labourer, a clerk, and a newspaper copyboy which as you can see lead him to champion rights of lower society.Curtins interest in social issues and the plight of the working class led him to become actively gnarly in the labour movement and he joined the Victorian Socialist Party in 1906. He soon became k nown as an eloquent and animate speaker and this ability enabled him to unite the people of Australia in a way unprecedented then and unsurpassed since. John Curtin was just beginning his working life history as Australia became a Federated nation. Despite moving away from his Irish Catholic background, he was evidently influenced by it and by the poverty of his upbringing to have that Australia was not an equal society, and that the major task of a national government was to govern for the good of all the people. In 1917 he moved to Perth as editor of the Westralian Worker. While living in Western Australia, he developed a realisation that Federation disadvantaged some states. He believed that some of these weaknesses occurred because the reputation had not been followed closely enough. He never lost his faith in the spirit and intention of Federation.He first entered politics in 1928 as the process for Fremantle in the House of Representatives, but his term was cut short whe n Labor was defeated in 1931 and he lost his seat. However, one year after re-entering parliament in 1934, he was elected parliamentary leader and when the Fadden government collapsed, Curtin became Prime Minister in October, 1941He had a remarkable grasp of economics, and in iv years his government overhauled the national economy, creating full employment in the process. He and his cabinet made a number of other revolutionary changes in the textile of Australian life, particularly in the liberalisation of social welfare and immigration policies .

Compare And Contrast Essay -- essays research papers

One of my favorite things to do is to reminiscence with my father. It is so relaxing just to sit back and talk almost old times. Something that it really funny when my father and I discuss things from the past is the major differences between our pasts even though we both grew up in the resembling town. Now when people say that "times are a changing" I really know what they mean.     In my town there is a beautiful lake. The scenery around the lake is absolutely breath taking. When my father was younger, him and his friends would always swim in the lake. He would tell me amusing stories of the bike rides and walks down to the lake. My favorite part of the stories of the lake get to to be what him and his friends did before they actually jumped in the lake. They had to throw rocks in the water to scare away the snakes I couldnt even imagine swimming in a lake knowing that there were snakes in the water.     When I was younger, I was never aloud to go to the lake. The bike ride was extremely to far away for me and my friends to take on. The lake was post private property by new owners of homes in the area. Plus, as rumor has it, the lake is contaminated from a new large company in the area. Hence, I never spent my summer days swimming around in the lake in my town like my father did.     One of my beloveded memories deals with going to the local park. My mom or dad used to bring me there wi...

roll of thunder :: essays research papers

If you go back to the Old House, its in ruins and the Clock Tower is gone. that remember this place to come back later on when you have some items that you dont have at the moment... At Fathers House, the baby bird is spreading its wings. Unfortunately, it doesnt say anything with a Relay. One of the books you may be able to read now is here too Level 15 (Shield Pack). Dont worry if youre not up this high barely if you keep fighting monsters youll either get there, or youll spend so much on curing damage that youll eventually figure out you gather up to kill easier monsters for a while to get levels so you can add points to the Robots. It helps too if you raise the levels of the Robots weapons, or build and give them better Boots or Shields. If you did allot to get to Level 19 already, read the book for Weather and follow the instructions in the Scraps section to get ScrapB. You can do this later though, with no ill effects. OK, lets go on a trip to South Isle Go to the Harbor plain, which is monster-free. Talk to the man in the grass skirt, and so walk onto the boat. Wait while it toils across the seas of Quintenix. Youll arrive at the Pier area on South Isle. When you leave the area, the path to the Village area is revealed. band and more natives are in there, and the screen shakes along with a sound effect like a helicopter (on my emulator, at least) thats the Volcano. Theres a Tool sponsor in the Village, but it has the same stock as the one in Rococo and the prices are 50% higher. Find the Shamans house in the northwest, and then defer the Elders house in the northeast. Now visit the Shamans house, and note that blocked door in the first room for later. Or you can skip all the dry land information, including talking to the Mayor, and just talk to the native in the Inn and then moving into the left bed. There will be a dream chronological sequence with a gold robot at the Volcano. Talk to the native standing near the exit, and the path to the V olcano area will be revealed when you leave. The Volcano area is monster-free (for now). Explore it and get the Celtis 1 and $300 treasures before you talk to the native blocking the stairs to the hole.