Apple Inc. Study Essay Example for Free

Apple Inc. Study Essay 1. Executive summary Apple Inc. is a technology company, which designs, produces and sells goods of the Computer, Music and Mobile-phone Industries. It is differentiated by its brand-perception and identification. Over the last couple of years, Apple has become a cult-brand, thanking it’s iLife, iTunes, QuickTime and iMac lines. Apple Inc.’s short-term goals is currently increasing the sales  of the just launched iPad (the most innovative web=browser in market). In the long-run, Apple aims for the top of the market, becoming the number one leader. Apple Inc. has incorporated numerous features that are unique and well known in the market today. We consider that there are several Apple products with several appealing features such as: iMac, iPod, iPhone and iPad. These products represent a revolutionary era for the development of Apple. By placing such products in the market, Apple Inc. has attracted a lot of customers in one way or another. Highly advanced technology, simplicity and design, and the sense of luxury are the main features integrated in these products. Moreover the comfort and convenience that these products provide are very crucial. â€Å"Think Different† One of the main reasons which inspired me to choose Apple Inc. is its unique, simple and luxurious image that Apple has created in the market over the years. â€Å"Think differently† which is an inspiring motto, made us believe that simplicity and creativity combined with luxury can lead to a successful and profitable company, such as Apple. Another component that we found to be challenging for us was to understand Apple’s goals, objectives and their secret of being successful. A very important fact about Apple products today is that these products are globally spread. This has created among us the idea that Apple products are no longer luxuries but real necessities due to the technological developments. Moreover, what has motivated us most to select Apple Inc., is the way we relate ourselves with its products. Each of us being an Apple consumer has build trustworthiness relationship with the products that this company offers. Owning an iPod or iPhone today definitely w ill make your life easy and simple. As mentioned above, 2010 came with the launching of the iPad, which is a totally differentiated product in the market. It is a web-browser, which also can be used as laptop, and can be useful in every aspect of educational and professional areas. Its price, compared to regular Apple prices, is pretty affordable ($499), which is an incentive for more buyers to purchase. This is the main goal of Apple in the current day. 2. Introduction According to (OPPapers, 2012).Apple Inc is an American multinational  organization located in 1 infinite loop, Cupertino, California 95014, in the middle of the Silicon Valley. It is focused on designing and developing the personal computers, other related software products, and the electronic products such as MP3 players and iPods. Apple Inc’s main products are iMac, iPod, iPhone, and its latest advanced product is iPad, which is on the verge of creating another revolution after iPhone. Apple Inc was founded in 1976 and since then Apple Inc has been leading the way in innovating new products, however it has encountered numerous ups and downs since then. Apple Inc produced the first ever extremely successful personal computer. It has been always on the forefront of innovating new products; however it has often struggled to maintain the hold on the market share in the product line. Lately, Apple Inc has transformed its image from an inventive computer manufacturer to a fully-fledged consumer’s electronic company. Some facts of its success can be calculated from its sales of $13.95 billion in the year 2005. In year 2005, Apple Inc had controlled 4.2% of the US market in PCs. Also, Apple iPods models had controlled 70% of the hard drive MP3 player market. Apple Inc enjoys the leading share in the handset market, generating over 71% of the industry’s profit with 6.5% of the international handset market. Apple unveiled its first iPhone on 9th January, 2007. The most recent iPhone, is iPhone 4S, and it was announced on 4rth October, 2011 and was released 10 days later. 3. APPLE Inc. According to (Scribd Inc., 2013) Apple has to be one of the greatest success stories of all time. The beginnings of Apple started with Wozniak assembling a simple built computer machine. It was in the summer of 1971 Wozniak 21 and Jobs 16 were introduced to each other by a mutual friend Bill Fernandez. Wozniak had shown Jobs his simple built computer machine and this impressed Jobs to the point Jobs believed he could sell it for a profit. It was here they would form a strong friendship because they not only shared a passion for computers, but because they were both known as outcasts and for the first time they had a great understanding, admiration and respect for each other‘s abilities, personality and intellect. They would begin the Apple project by selling some of their possessions: Wozniaks HP scientific calculator and Jobs Volkswagen, they raised $1300 and assembled their first prototypes in Jobs bedroom. When the project became too big for the bedroom  they moved the pro ject into Jobs familys garage, it was on a huge wooden work bench that served as their first manufacturing base. The computers were hand built by Wozniak and first shown to the public at the Home brew Computer club. After selling a number of the machines Apple was established on April 1, 1976 and went public on December 12, 1980. Apple has maintained its great success with its ability to understand what the consumer wants before the consumer even knows what they want; Apple effectively creates wants by their constant creative innovation and unique design which is stylish, user friendly and affordable. They have also been able to create a brand in the high technology world just as Chanel has in the fashion world. People can easily recognize an apple whether its the I-Pod, the I-Phone, the Mac Air or the I-Pad. It has become a product that defines ones identity in how they desire to be seen by society that is a person who is highly innovative, intelligent, stylish and apart of the in crowd. This is pure marketing genius. This marketing genius of Apple has seen this company outperform beyond the b usiness worlds expectations. While so many companies are struggling to break even in the current recession Apple is getting stronger by the day. Apple’s Most Successful Products and Services iPhone 4, iPadiPad 2, iPhone, iTunes, PowerBook G4, iPod, OS X, iMac, Quick time, Mac, Apple II. PRODUCTS and SERVICES Apple Store, Mac, iPod, iPhone, iPad, iTunes. Other Products and Services Desktops, Xserve, Notebooks. 4. Vision Statement It is especially important for managers and executives in any organization to agree on the basic vision that the firm strives to achieve in the long term. A vision statement should answer the basic question, â€Å"What do we want to become?† A clear vision provides the foundation for developing a comprehensive mission statement (David, 2011) a. Vision Statement of APPLE Man is the creator of change in this world. As such he should be above systems andstructures, and not subordinate to them. i. Explanation of APPLE’s vision  According to (Hamilton, 2011) Apple lives this vision through the technologies it develops for consumers and corporations. It strives to make its customers masters of the products they have bought. Apple doesnt simply make a statement. It lives it by ensuring that its employees understand the vision and strive to reach it. It has put systems in place to enable smooth customer interaction. It has put objectives in place to continuously move forward; implemented strategies to fulfill these objectives; and ensured that the right marketing, financial and operational structures are in place to apply the strategies. 5. Mission Statement â€Å"What is our business?† is synonymous with asking the question â€Å"What is our mission?† An enduring statement of purpose that distinguishes one organization from other similar enterprises, the mission statement is a declaration of an organization’s â€Å"reason for being.† It answers the pivotal question â€Å"What our business?† A clear mission statement is essential for effectively establishing objectives and formulating strategies (David, 2011). a. Mission Statement of APPLE â€Å"Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.† i. Mission Statement Analysis for APPLE Inc. Apple is mainly focusing at the following components of mission statement: 1. Apple may not be important to elaborate on its concern for its employees or to thoroughly outline its customers and targeted market. Apple is a trendy technology company which prides its self in providing easy to use electronics and efficiently run software systems. Because of this it is most important for Apple’s mission statement to focus on components like company philosophy, self-concepts, and current technologies. These aspects of Apple are what make it popular and successful today. 2. Apple ignited the personal computer revolution in the  1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning desktop and notebook computers, OS X operating system, and iLife and professional applications. Apple is also spearheading the digital music revolution with its iPod portable music players and iTunes online music store. 3. Apple’s mission statement only includes descriptions of products and services and past and present technologies. 4. The mission statement from Apple is somewhat unconventional. It’s more of a brief history rather than a summary of the corporations overall purpose. It does however paint a picture of where Apple came from, how far it has come, and where it’s continuing to go. But for such a popular company it may be beneficial divulge into points like its self-purpose and their concern for public image. 6. Values As stated in (appleinvestor, 2012) Apple Values are the qualities, customs, standards, and principles that the company believes will help it and its employees succeed. They are the basis for what they do and how they do it. Taken together, they identify Apple as a unique company. These are the values that govern Apple’s business conduct: Empathy for Customers/Users Aggressiveness/Achievement Positive Social Contribution Innovation/Vision Individual Performance Team Spirit Quality/Excellence Individual Reward Good Management 7. External Audit The purpose of an external audit is to develop a finite list of opportunities that could benefit a firm and threats that should be avoided. a. External Analysis for APPLE Inc.  External environment determines the present situation of Apple Inc., and also helps find out the possible influences of the political, economical, and  social and the technological factors on the organization. b. PESTL Analysis for Apple Inc. i. Political Factors As stated in (CNetnews 2012) Apple Inc. has reportedly obtained 52% of its business from outside US in 2007. Due to the bad international relations, wars and terrorism might influence Apple Inc. in a huge way, and also the organization has no control over these factors. Apple Inc. manufactures a number of its parts and products from outside the US, like Czech Republic, Ireland, China, Korea and Cork. The bad political relations between US and the other world have bad outcomes for the Apple Inc. (CNetnews, 2012). ii. Economic Factors By the (Apple Inc., 2012) The global economic crisis had huge impact on Apple Inc. The inflation rate went high and so did the unemployment rate in the country, and since Apple Inc. products were viewed as luxury products, the customers started pending less on them. US dollar value keeps fluctuating, and thus again which have a bad impact on Apple Inc. products, however the company has purchased itself foreign currencies and thus, the economic effects on the company are minimized. Thus, Apple Inc. revenue has increased in the global market. iii. Social Factors Throughout the history of Apple Inc., two factors have been on the forefront of Apple Inc. products, the quality and the design of the product. Thus, globalization plays a very important role in Apple’s products. As the world cannot be imagined without the gadgets, thus Apple products have marked their presence on the international market. Also, as the purchasing power of the common has risen in various markets across the world the purchasing of luxury products have gone up, for e.g. the iPhone, iPods and the latest technology iPad. Possessing these items is considered as status symbols in many societies which have also increased the sales of Apple Inc. products. Another big social influence to Apple Inc. products is the rapid growth of the music industry, which have increased markets over the cyber space as well. The main virtual music store is the iTunes. Thus, in all Apple products have benefitted from the social factors as it has begun defining a modern individual lifestyle. iv. Technological Factors Apple Inc. has invested largely in its product research and development field and thus, Apple products are at the top of the new innovative products ranking. Apple Inc. has invested largely in its product research and development field and thus, Apple products are at the top of the new innovative products ranking. The technology has been fast changing in the world and the market for it has become gigantic, which has added to more and more competition and thus, as soon as technological change are concerned the product life cycle has been shortened drastically, which the Apple Inc. takes the advantage of by introducing newer products in the market, which ultimately lead the market. v. Legal Factors Nokia has filed various lawsuits against Apple Inc., claiming the violation of 13 additional patents by iPhone, iPad and iPod touch, this apart from US complains covering 24 Nokia patents. Also, in China Apple Inc. has been fighting the battle for its right to the iPad trademark. 8. SWOT analysis for APPLE Inc. SWOT analysis stands for Strength, Weakness, Opportunity and Threat for a particular organization, which can help in formulating a strategy for its business and can also help in analyzing its internal environment (Strengths Weakness) and external environment (Opportunities Threats). a. Strengths According to (Wharton, 2012) The first and foremost strength of Apple Inc. is its technological edge over its competitors. IPhone have turned out to be a great success and has been associated with status in many of the countries. ITunes has turned out to be a wonderful revenue generating source and since it also sells with its own tool i.e. the iPod, thus, revenue has multiplied for Apple Inc. Another strength for the organization is that for every software that Apple Inc. produces, it introduces its hardware with it too, which leads to its expertise in both the industries. Apple Inc. products are classified as luxury items, thus its products provide enough room for it, so  that the competitor products are no longer a competition. The another strikingly advantage over competitor’s products, is the design of the Apple products, and which are also simple to use. The brand loyalty of its product and its super dedicated research and development department are also its major stre ngths. b. Weaknesses Weaknesses are the disadvantages that are hindrance in obtaining the business goals for the organization. The poor relationship with the market than Microsoft is surely a disadvantage to Apple Inc. Another point could be that the products introduced by Apple Inc. have very short life cycle, which concludes that the research and development department has to be constantly maintained, which requires huge capital. Apple Inc. has very low presence in the advertisements, and also it has very small market occupation as compared to its main rival Microsoft. Thus, all this leads to the fact that Apple Inc. gets very less business from its home country US, and major of its business is from outside the US. c. Opportunities According to (Marketingteacher, 2012).Opportunities can affect both the present as well as the future condition of an organization. Apple Inc. opportunities are the introduction of more and more PC viruses, on which Apple Inc. can capitalize on. The second opportunity is the population of the world is growing at a rapid pace and thus, this opens the front for many new markets, also the purchasing power of a common man has increased drastically, who can be pursued or impressed to buy the luxury Apple products. The online sales of the organization are increasing and also, the bonds and the partnership with the other organizations have been on the rise in the past few years. Products such as iPhone have create a new set of potential customers altogether which can be targeted in the future i.e. the young population who have a craze for any new technology gadget (MarketingTeacher.com 2012). d. Threats In the past few years, many competitors have come up for Apple Inc., especially in the field of laptops, like Dell, Sony, HP, and Toshiba. Another threat could be that many of the customers have started downloading  the music for free instead of purchasing at iTunes. The product expensiveness is itself a threat to the product, as substitutes at a lower price are always available. Long lasting recession could also be a threat to its products. Windows 7 software is gaining more market place after vista flopped and last but not the least, the technological advances that have been taking place every single day, is a big threat to Apple Inc. 9. Porter’s Five Forces Model Porter’s Five-Forces Model of competitive analysis is a widely used approach for developing strategies in many industries. The intensity of competition among firms varies widely across industries (David, 2011). a. Porter’s Five Forces Model for APPLE Inc. Porters Five force Model is a very powerful tool to understand the core of the power in a business or in a company. The Porter Five Force Model for Apple Inc. is shown below: Model 1: Showing Porter’s Five Forces Model at APPLE Inc. 10. External Audit An External Factor Evaluation (EFE) Matrix allows strategists to summarize and evaluate economic, social, cultural, demographic, environmental, political, governmental, legal, technological, and competitive information (David, 2011). a. Factors Evaluation (EFE) for Apple: EFE Matrix Model 2: Showing EFE matrix for APPLE Inc. 11. Competitive Profile Matrix The Competitive Profile Matrix (CPM) identifies a firm’s major competitors and its particular strengths and weaknesses in relation to a sample firm’s strategic position (David, 2011). a. CPM for APPLE Inc. Model 3: Showing CPM for APPLE Inc. 12. Internal Audit All organizations have strengths and weaknesses in the functional areas of business. No enterprise is equally strong or weak in all areas (David, 2011). a. Internal Audit for APPLE Inc. i. Internal Environment VRIO framework The VRIO framework can be stated as the value, rarity, imitablity, and organization as a whole. VRIO framework is extremely important for the internal analysis of Apple Inc organization. Resources and Competencies 14. SWOT Matrix The Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix is an important matching tool that helps managers develop four types of strategies: SO (strengths-opportunities) Strategies, WO (weaknesses-opportunities) Strategies, ST (strengths-threats) Strategies, and WT (weaknesses-threats) Strategies (David, 2011). a. SWOT Matrix for APPLE S-O Strategies Increase awareness through the web of the immunity of Mac products to worms and viruses. (S5, O1) Advertise using individuals that will link Generation X Y to the iTunes and other related products. (S1, O2, O4, O5, O6) Using movies and music groups that are geared towards Gen X and Y to promote computers and laptops. (S3, S5, O2, O5, O6) S-T Strategies Increase and promote the compatibility to Window operating system. (S5,T1) Promote the originality of Apple computers and the different style and stable system that is slightly more but worth the price difference in style, stability and speed. (S2, S5, T2, T4, T5) W-O Strategies Increase ties with Microsoft and Intel and their products.(W1, W2, W4 O2, O3) Promote to business the safety of having a worm and virus free computer by using Mac. (W2, W4, O1, O5, O6) W-T Strategies Improve relationship with Microsoft and Intel so that companies will see them as compatible. (W1, W2 T1) Increase productivity and turn around of high demand products to compete with Dell and HP (W5, T2) 15. The Strategic Position and Action Evaluation (SPACE) Matrix The Strategic Position and Action Evaluation (SPACE) Matrix is four-quadrant framework indicates whether aggressive, conservative, defensive, or competitive strategies are most appropriate for a given organization. The axes of the SPACE Matrix represent two internal dimensions (financial position [FP] and competitive position [CP]) and two external dimensions (stability position [SP] and industry position [IP]). These four factors are perhaps the most important determinants of an organization’s overall strategic position (David, 2011). 15.1 SPACE Matrix for APPLE Model 6: Showing SPACE Matrix for APPLE Inc. 16. BCG Matrix When a firm’s divisions compete in different industries, a separate strategy often must be developed for each business. The Boston Consulting Group (BCG) Matrix is designed specifically to enhance a multidivisional firm’s efforts to formulate strategies (David, 2011). a. BCG Matrix for APPLE Model 7: Showing BCG Matrix for APPLE Inc. 17. Internal External Matrix The IE Matrix is similar to the BCG Matrix in that both tools involve plotting organization divisions in a schematic diagram; this is why they are both called â€Å"portfolio matrices.† (David, 2011). a. IE Matrix for APPLE Model 8: Showing IE Matrix for APPLE Inc. 18. Grand Matrix The Grand Strategy Matrix has become a popular tool for formulating  alternative strategies. All organizations can be positioned in one of the Grand Strategy Matrix’s four strategy quadrants. A firm’s divisions likewise could be positioned (David, 2011). 19. The Quantitative Strategic Planning Matrix (QSPM) The Quantitative Strategic Planning Matrix (QSPM), which comprises Stage 3 of the strategy-formulation analytical framework. This technique objectively indicates which alternative strategies are best (David, 2011). a. QSPM for APPLE Model 9: Showing QSPM for APPLE Inc. 20. Finance/ Accounting Financial condition is often considered the single best measure of a firm’s competitive position and overall attractiveness to investors. Determining an organization’s financial strengths and weaknesses is essential to effectively formulating strategies. a. Financial Ratios for APPLE Sale Ratio Model 10: Showing sales ratio for APPLE Inc. Asset Turnover Ratio Model 11: Showing Asset Turnover ratio for APPLE Inc. Inventory Turnover Ratio Model 12: Showing Inventory Turnover ratio for APPLE Inc. Gross Profit Margin Ratio Model 13: Showing Gross Profit Margin ratio for APPLE Inc. 21. Conclusion It is concluded from the strategic management analysis at APPLE Inc. that technological industries are never easy to compete with. They have a lot invest at RD and have to be proactive in order to compete with their competitors in the industry. As for APPLE is concerned they have been working so well as it is shown form their products. As Apple Inc. is increasing also, those other businesses are increasing and trying to do something interesting for their own good. APPLE needs to make a drastic change. They don’t need to wait for people buy their products only when they are on sale but they need to focus more on the customer support and improve the areas they already have problems. 22. Recommendations Strategy 1 Open six computer retail stores (not just peripheral and accessories). Apple currently has stores opened throughout the United States with only peripheral and accessories for their computers. Adding the hardware should generate more hands-on awareness and use already established locations. This will increase product accessibility for those who wish to view items other than just accessories and increase awareness of the originality of Apple’s products. 2 percent increase over the next 2 years in sales representatives for the computer hardware. Strategy 2 Contract music spokesperson to attract the upcoming generation who are attending high school and college. This will invoke a sense of style and linking apple with a distinctive and memorable top 10 hit. This will stay in the customer’s awareness and influence future purchase decisions. Contracting one music spokesperson estimated $6 million. Strategy 3 Add more features to current products for greater Wintel compatibility. Features such as iTune software compatible with windows based computers, Office programs loadable from PC installation disk (This would require a software agreement with Microsoft). In late October 2003 Apple released an iTune software package that is PC ready. It will increase the United States market share at least 30 percent for the next 2-3 years. $50 million is the estimated cost for Research and Development. 23. References 1. David, F, â€Å"Strategic Management Concepts† 13 edition, Pearsons, 2011. 2. http://alvinalexander.com/blog/post/mac-os-x/apple-business-philosophy-mission-statement 3. http://writepass.co.uk/journal/2012/12/strategic-analysis-swot-and-bcg-matrix-of-apple-inc/ 4. http://blogs.hbr.org/fox/2013/01/apple-versus-the-strategy-prof.html 5. http://www.strategicmanagementinsight.com/swot-analyses/apple-swot-analysis.html 6. http://investor.apple.com/secfiling.cfm?filingID=1193125-12-444068 7. http://tech.fortune.cnn.com/2012/11/01/by-the-numbers-apples-fiscal-2012-annual-report/ 8. http://www.apple.com/supplierresponsibility/pdf/Supplier_Code_of_Conduct_V3_1.pdf 9. http://myassignmenthelp.info/assignments/marketing-assignment-essay-writing-analysis-review-online-apple-swot-pestle-analysis/

A critical evaluation of CRM (Customer Relationship Management)

A critical evaluation of CRM (Customer Relationship Management) The era in which marketers have increasingly acknowledged the importance of customers retention has seen as the evolution of related models and strategies. Increasingly, customer retention has needed greater emphasis in the company strategies due to the environmental changes and globalization occurring in the markets. The area of relationship market is very important and is main issue at the time of tough competition in the market. Various factors like internet and advanced technology has give rise to the attention and awareness among the customers to access a far greater choice of services and products offer to them. The analysis of the strategy of Customer Relationship Management has become an indispensible part of the organisations in the market management. This area is of great importance in the management strategies as customer are the key factors for the organisations in any field and there is great importance related to the customers as they are the determinants of the success of an organisations and has to be managed good relationships with them in order to gain competitive advantages in the market. The existing market needs the managers with all the knowledge to deal the customers. For this purpose there are many researches are going to be on in the relation to this subject, by realising the important of this area in tem market the companies become aware to the facts that how crucial is the managing relationships with their customers. The person reason behind adopting the area of research for the dissertation is that in todays market customer are take as God and each and every area of marketing and management is based on the dealing, satisfaction and retention of the customers. Without customers there is no market and no management. So it is mandatory for everyone to have the in-depth knowledge about the management and dealing of customers. Without having the proper study of customer relationship within the market is tea without sugar. For the personal reason I have the greater interest in the dealing with the customers and in order to get the proper knowledge regarding the management of relationship with them it would be very helpful to understand the nature of customers and hoe it could be managed healthy relationships with them to make them happy and satisfied. 2.1 Aim The aim of this dissertation is to critically evaluate the strategies of Customer Relationship Management. It also seeks to explore the difference between the concepts of Relationship Marketing and the concept of Customer Relationship Marketing. 3. Preliminary Review of the Literature Introduction A compelling business case and success stories continue to attract business interest and investment in customer relationship management (CRM). The CRM software market is expected to increase from $7 billion in 2000 to $23 billion in 2005, even though conventional wisdom is that 30 to 50 present of CRM initiatives fall short of meeting company objectives, while another 20 present actually damage customer relationships (AMR Research 2002). A seemingly myriad of challenges, conditions and circumstances contribute to the ultimate success or failure of a CRM initiative. Before investing scarce resources in such a risky technology innovation, corporate leadership is calling for a means of decreasing the sphere of uncertainty surrounding CRM. The adoption phase (Rogers, 1995) of a technology based innovation such as CRM is where decision-making and planning activities are conducted to address whether, why, and how to implement the innovation (Markus Tanis, 2000:189). Occurring at project i nception, the associated problems or shortcomings of this phase are multiplicative, and can exert a toxic effect on the ensuing innovation process. Although decisions made during this phase are critical to the eventual success or failure of a CRM initiative, there is a paucity of research exploring these adoption issues (Markus Tanis 2000). 2. Business value, complementarity and alignment When considering a CRM initiative, executives ultimately want to know the impact on organizational performance that is, the likely business value of the initiative. This is typically measured via the return on investment (ROI) metric. However, determining the economic value of an innovation, especially one enabled by technology, has posed major difficulties to researchers and practitioners for several decades. Recent literature on business value suggests complementarity as a key determinant of organizational performance (see Barua and Mukhopadhyay 2000 for a summary). Two activities or factors are complementary if the benefits of doing more of one increase by doing more of the other (Milgrom and Roberts, 1990). Organizational alignment is concerned with the level of agreement between complementary constituent parts (e.g. people, processes, activities). Alignment research typically falls into either of two basic dimensions: intellectual or social (Reich and Benbasat, 2000). The intellectual dimension, also known in the literature as strategic alignment, centers on the alignment of organizational strategy, structures and planning processes Here, strategy is the focal point such that positive alignment can be achieved when organizational structures and processes support strategy. In contrast, the social dimension concerns the alignment of organizational culture, stakeholder interactions and knowledge of one anothers work domain. In this context, culture is at the nucleus where positive alignment occurs when stakeholders are knowledgeable about each others domain areas such that cooperative interaction (as opposed to conflictive) occurs within the bounds of the organizations norms and values. O ther related research underscores the importance of alignment between the intellectual and social dimensions. For example, using general systems theory and chaos theory as the foundation, Semler, 1997) presents a theory of systematic organizational alignment where strategy, structure and culture are complementary. A harmonious agreement of these aspects breeds an internal environment supportive of the organizations strategy, by eliminating internal barriers to cooperation and performance. The theory outlines six aspects of alignment (process, reward system, values, norms, performance and environment) that, if in agreement, should result in positive organizational performance. As organizational performance is guided by strategy (Pearce and Robinson 1994), and given that a firms leaders develop strategy, it is the leaders and the roles and processes they prescribe that largely drive alignment. 3.1 Intellectual dimension 3.1.1 Strategy. A highly competitive global marketplace places pressure on firms to reduce costs, while simultaneously differentiating themselves through improvements in customer service to gain revenues. The underlying premise of CRM is: If a firm improves upon how it manages relationships with its customers, the result will be evidenced as an increase in firm productivity and customer satisfaction, leading to better financial performance. However, firms must avoid viewing CRM as the solution to competitive pressures. CRM is much more involved a CRM initiative should be conceived of as a corporate strategy. The customer-related capabilities of a firm are at the heart of assumptions regarding customer satisfaction, productivity, and the firms financial performance. According to marketing theory, to be successful an organization must aim all of its efforts at satisfying its customers, at a profit that is, managing customer needs profitably. This means that organizations must create, deliver, and communicate customer value more effectively than their competitors. Organizations that succeed at such are described using terms such as market driven, customer-centric, customer-focused, or customer oriented. Day (1999:5) suggests that such market-driven organizations are marked by a superior ability to understand, attract and keep valuable customers, and he identifies three specific components of market orientation: (1) an externally oriented organizational culture with a focus on added value; (2) distinctive capabilities in market sensing, relationship building, and strategic thinking; and (3) a configuration that enables the entire organization to anticipate and respond to changing customer and market conditions (pp. 6-7). Kohli and Jaworski (1990) provide further specification, defining market orientation as the organization-wide generation of market intelligence, dissemination of the intelligence across departments, and responsiveness to it. Concerning IT innovations, Kwon and Zmud (1983) find that top management support is a key, recurring success factor. Management support can be defined as the widespread sponsorship of an innovation. Successful implementation of an innovation has been found to occur when top management exhibi ts commitment to change (in our context, the CRM initiative) as well as commitment to the (CRM) implementation effort. Support is evidenced through commitment of resources such as time and money for education and training of employees, assignment of key employees throughout the innovation process, and money to purchase the technology and support the multiyear implementation effort. Kwon and Zmud state that successful IT implementation is more likely to occur when sufficient organizational resources are initially directed toward motivating the implementation effort and then to sustaining it. The literature also consistently points to the importance of a champion of the innovation effort. To qualify as a champion, an employee must be a upper level, highly respected individual who actively supports and promotes the innovation, providing information, material resources, and political support. As an aid to success, it is important that the same champion sees the innovation effort through to completion. In a recent field study, firms undertaking CRM projects with a dedicated high-level champion were twice as likely to report that their project was doing at least better than expected (Yu 001). Leadership styles are a key factor when embracing a new initiative such as CRM. Nguyen-Huy (2001) identified four change management leadership styles, including: commanding; engineering; teaching; socializing; or hybrid. No one type is inherently superior to another. Much depends on the styles that have brought success in the organizations past. Also, successful change leaders have utilized one style during an initial stage, and changed to a different style in a later stage. For example, a commanding style may be important at the outset of a project, to communicate that top management is serious and committed to the change, whereas a more collaborative style may be successfully used during implementation. In the context of CRM, little research has been done to examine the change management leadership styles utilized, or to analyse under what conditions a particular change management leadership style is likely to be effective. 3.1.2 Structure. The innovation literature suggests that a firm with a flat, decentralized structure, as opposed to a centralized hierarchical structure, is most likely to support the development of innovative ideas. However, with regard to implementing the innovation, a centralized structure has been shown to be most effective. In terms of an IT innovation, structural factors pertain to the compatibility of the system with the organizational design (e.g., centralization, decentralization, organic), the authority hierarchy, reporting relationships and the like. ERP and CRM efforts revolve around business processes. Effective CRM must integrate and support the business processes that create customer experiences. These business processes span the organization, including the customer-facing business processes of marketing, sales, and customer service. However, back-office business processes such as accounting, purchasing, production, and logistics are also involved. The significance of this logical integration of customer related knowledge cannot be under-estimated. It poses a major challenge to organizational readiness. 4. Research Questions RQ1. What are the critical issues that have to be discussed in the customer relationship management initiatives? RQ2. What problems have to be faced during the adoption of CRM initiatives? RQ3. What is the scope of CRM for different type of organisations? RQ4. Is Customer Relation Management is taken as the appropriate for all kind of organisations? 4.1 Research Objectives As the emerging discipline the CRM needs great deal of assistance in the theoretical area. The area of customer relationship management is very important for the To identify the main issues of Customer Relationship Management To critically analyse the literature of the CRM To examine the facets of the customer welfare and to retain them for long term To explore how CRM succeed and fail. To examine the CRM strategy for the Tesco Plc To draw conclusion and suggest some recommendations for the company Word Guide 200 5. Research Plan / Methodology Research methodology is mainly split into three parts i.e. research perspective, research design and collection of data. These three phases of methodology collectively formed the clear description about the importance and need of the research methods. Research Perspective From the view point of Saunders et al (2003) for the research to be conducted there must be an appropriate choice of research perspective. This dissertation is a case study approach which is most suitable for the topic of CRM in the industry. This help to examine the research topic in depth and provide the required information for the plotting of dissertation. For this there is good chance to know about the efficiency of the company regarding the implementation of the CRM strategy. The case study approach covers the areas like clarification of topic, data processing, collection of data and the conclusion for the research is presented. Following is given the research strategy chosen for the dissertation to be conducted. Research design for the research design there is a process given by Saunders (2003) known as the Research Onion. The following figure explains the whole design of the research. For this there are mainly two type of approaches named inductive approach and deductive approach. Inductive approach This approach follow the process in there is movement from the specific to general for the formulation of the theory of the research. This approach is widely open and exploratory for the research to be conducted at the first stage. On the other hand deductive approach is usually follow the process of general to specific and this is totally opposite to the inductive approach. In this approach theory is taken at the first step and then goes to the observations. This approach is taken as the narrow one as there is restriction and binding to the theory chosen. To conduct the research regarding the dissertation the author decided to go with the inductive approach because the inductive approach is flexible than that of the deductive one and there are more chances of exploration of the topic in the inductive approach. Data collection methods Data collection methods is taken as the very crucial part of the research to be conducted as the whole process and phenomenon of the research of dissertation is depend on the methods of data collection used for the purpose to collect relevant data so that there could be access to problem of the research. There are mainly two types of methods are available for the collection of data these methods are Secondary Data Collection Methods and Primary Data Collection Methods. Secondary data collection methods Secondary data is that data which is available and already exists. This data is always ready to use. This data usually collected for other purpose of research and is used by the some other sources as this is always free to access and easily available. The secondary data is usually available in forms of qualitative and quantitative both types of data. In qualitative data there is no numeric and diagrams and facts and figure. This data is totally based upon the theory part. This is mostly used for the formulation of literature review for the research. On the contrary there is another form of data i.e. Quantitative: this type of data is in the form of numeric and facts and figure. The annual reports of the companies and analysis in the form of numeric presentation is comes under this. Primary data collection methods Primary data collection methods are those methods in which the researcher itself collects the data in order to get the relevant data for the research to conduct. This type of data is mostly in the form of qualitative data. The various methods used to collect the primary data are interviews, surveys, questionnaires etc. For this dissertation there is use of both type of data i.e. secondary data collection and primary data collection. Both data collection methods are equally important and researcher cant go with alone one for the research. As there is need of in depth and critical analysis of the research problem and so for this there must be both type of data will be used in the dissertation. In following table there is brief outline for the various methods used in the collection of data with their advantages and challenges. Limitations of study The thing is that at this stage the topic of the research is not yet consider in detail. Still there are some limitations that are outlined here. At first the area in which the research is going to conduct is wide and it became hard to collect the relevant data for the research by the use of data collection methods. Secondly there is a huge collection of data regarding this topic and they are available in different software of database. At last it is not easy to get relevant and proper data from the side of interviewee regarding the research area, and sometime these interviews are biased. 6. Ethical Considerations As this topic of research is related to the customer relationship management the main ethical issue for this is to how to implement the suitable strategy for a company to run this process. For seeking the development of the research topic for the dissertation I will conduct the instructions provided to us by the college and will also follow the rules of the University accordingly that are provide to me in the available form. Also regarding the data collection for the research the main source of data collection for the dissertation is the available data i.e. secondary data for the company or organisation. There is no provision of data protection this protection will considered at the time of publishing of the data later on. As other reliable source for the collection of data for my research is interviews and questionnaires. For this, if there is needed the interview will be recorded after getting the permission the interviewee. For all the process there will be supervision of the supervisor which will provide during the dissertation to be conducted. There will be appropriate use of participation information during the plotting of the literature review and other parts of the research. 7 Planning and any special resources required Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8 Week9 Week10 Week 11 Introduction to aim objectives Literature review Research methods Data collection Data analysis Findings Conclusion Recommendations Setting and submission

Review of A Cinderella Story Essay -- Cinderella Story, movies,

Many traditional fairy tales have been remade into Hollywood movies. The fairy tale of Cinderella has been produced in movies many times like Ever After (1998) and A Cinderella Story (2004). A Cinderella Story (2004) has an interesting storyline, cast, themes, and appeals to teenagers and young adults. The movie begins as Sam narrating how she is in a far away kingdom with a beautiful little girl with her â€Å"weirdo† father. Then Sam clarifies that this was not â€Å"long ago† and â€Å"not a really far away kingdom;† they are in the San Fernando Valley. Growing up in the San Fernando Valley was like her kingdom. Even though she was raised by her father, she never felt like she was missing out on anything. Her father tries to exposes her to girly things like make-up and fashion. Her dad owns a diner in the San Fernando Valley which Sam loves called Hal’s Diner. All the staff was like her family. When Sam celebrated her 8th birthday at Hal’s Diner, they want for her to wish for something, but she does not wanted anything because she has amazing friends, the diner family and the coolest dad. Sam’s dad thinks that she needs only one thing to be happy, a mother; so he decides to marry Fiona who had two daughters, Brianna and Gabriella. Sam th inks that as long her dad was happy she would be happy (A Cinderella Story). One night, Sam loses her best friend, her father, in a devastating earthquake. She is left to live in an attic with her stepfamily, and soon realizes her stepfamily is evil. Fiona and the step-sisters take over everything the house, the diner and her. They make Sam do all the housework for them. Fiona treats Sam like a slave; Fiona wants Sam to do the chores including cooking for them, and does not allow her time to even study! Sam... ...nagers who comment on A Cinderella Story said, â€Å"This movie was a Great movie! If you have a knack for watching teen love stories this would be your movie. When I first watched this movie I was dying to have it. This movie shows that even though life can be bad you always have the chance to stand up for yourself and become something great and achieve your dreams† ( Ebert) Although critics were not very kind to the movie, many people really liked it. The movie went beyond my expectations, and I loved it more than other movies. A Cinderella Story has an interesting storyline, cast, themes, and appeals to teenagers and young adults. The movie was very interesting to me as a young teenager. I recommend all teenagers to review this movie because when you lose someone that in life was very important no matter what you should keep on with your life and purest your dreams.

Free Mending Wall Essays: The Two Walls :: Mending Wall Essays

The Two Walls in Mending Wall   Ã‚   It is arguable that the self-righteous speaker of "Mending Wall" is himself obsessively committed to wall building, far more intractably and instinctively committed than his clichà ©-bound neighbor. While the speaker of "Mending Wall" justifiably castigates his unthinking neighbor and is himself far more aware of the powers of language for good and for ill, he is nonetheless caught up, ironically perhaps, in the same actual task, wall building, which will have the same results and look no different from his neighbor's contribution despite the narrative he brings to it. There are several possibilities for irony here, depending on the level of Frost's self-awareness. Wall imagery pervades his poetry, as a conscious poetic image and as a psychosexual marker of control and limitation. That the speaker is the one who calls the neighbor to mend the wall is vitally important, then, but it is not clear that Frost meant for the speaker to be ironically perceived as a hypocrite. The simple explanation, that the speaker acts out of a sense of inevitability, knowing his neighbor's habits, seems hardly enough given the contextual symbolism of the wall in Frost's poetry; the psychological explanation attendant upon this version might suggest that Frost's conscious intent was subverted by his own unconscious need for walls. So while Frost might not mean the speaker to be self-parodic, the reader might judge that there is an ironic discrepancy between what is said and what is meant, both by the speaker and by the poet. On a deeper level even than this is the possibility that Frost was aware of, had taken account of and justified, his own need for barriers. One does, after all, need something against which to push. In this case, the poem might be completely unironic, for while both men are engaged in the same task, each brings a different narrative to it, the one limited to a thoughtless clichJ , the other enriched philosophically.

Rene Descartes is a Rationalist :: Rationalism vs Empiricism

There is a distinct difference between rationalism and empiricism. In fact, they are very plainly the direct opposite of each other. Rationalism is the belief in innate ideas, reason, and deduction. Empiricism is the belief in sense perception, induction, and that there are no innate ideas. With rationalism, believing in innate ideas means to have ideas before we are born.-for example, through reincarnation. Plato best explains this through his theory of the forms, which is the place where everyone goes and attains knowledge before they are taken back to the â€Å"visible world†. Innate ideas can explain why some people are just naturally better at some things than other people are- even if they have had the same experiences. Believing that reason is the main source of knowledge is another clear distinction of rationalism. Rationalists believe that the 5 senses only give you opinions, not reasons. For example, in Descartes’ wax argument, he explains how a candle has one shape to begin with- but once the candle is lit, it begins to melt, lose its fragrance, and take on a completely different shape than it had started with. This argument proves that our senses can be deceiving and that they should not be trusted. Deduction is the third characteristic of rationalism, which is to prove something with certainty rather than reason. For example, Descartes attempted to prove the existence of God through deductive reasoning in his third meditation. It went something like this: â€Å"I have an idea of a perfect substance, but I am not a perfect substance, so there is no way I could not be the cause of this idea, so there must be some formal reality which is a perfect substance- like God. Because only perfection can create perfection, and though it can also create imperfection- nothing that is imperfect can create something that is perfect. Unlike rationalists, empiricists believe that sense perception is the main source of knowledge. John Locke explained this by dividing ideas into 2 parts: 1) simple, and 2) complex. Simple ideas are based only on perception, like color, size, shape, etc. Complex ideas are formed when simple ideas are combined. Another belief of empiricists is that ideas are only acquired through experience, and not through innate ideas. Empiricists reject the concept of innate knowledge because, for example, if children had this knowledge, why do they not show it? Like why does a baby need to learn to walk or talk, why does he or she not have this knowledge at birth?

Why is college important

Everyone in the United States wants to achieve the â€Å"American Dream†. People want to be able to provide a stable lite tor their families. A college education has been a must to grow in the work industry. But during this economic recession, college students have been having a difficult time staying in the college path, especially working class students. The lack of moral support from their families prevents these unfortunate students to finish their college education. The increase of college tuition and limited financial ald are causing students to go Into debt, making them hesitant hether they should keep studying or not.Also it's preventing students from picking needed major but because the low paycheck they are not sure if they will be able to be sustained. But college drop outs also can able be due to the unequal college preparation given in high schools. The education system needs to be reformed so students have the opportunity to choose whether they want to go to coll ege or do vocational tralnlng Instead. A college degree Is bringing more negauve aspects Into a student's life therefore students, especially from working class. must know the alternatives to be able to succeed.Most ot the students In the united states are middle or working class. In addltlon of going to school, working class students also have to get a Job to be able to help out their families. Working class students have always struggled to get by during their years in college but most ot these students have families who support their dreams of coming out of poverty and become somebody with no pressures However there are also students who lack family support and deal with these issues alone throughout college. According to the New York Times article For Poor, Leap to CollegeOften Ends in a Hard Fall, â€Å"Likely reasons [that low income students drop out of college] include soaring Incomes at the top and changes in family structure, which have left fewer low-income students with the support of two-parent homes†. These working class students have to find out their way out of college by themselves, sometimes feeling isolated and Intlmlddted by the system. Feeling under the pressure of obtaining a college degree to benefit their families they find themselves often in debt, not knowing about other options out there.Congress should start more unding towards higher education so students who truly want to conunue with college can do so without increasing their debts, Due budget cuts In education, the amount of financial aid is limited for students therefore it is more difficult to pay for their education. In the past decade college tultlon fees have been Increasing and soon enough students are not being able to receive full financial aid for their college education.Financial aid is supposed to help those students who fall below the poverty line, but since the recession hit the united states more middle class students re finding themselves in a bad situation . In the article No Aid for You: Cheating the Middle Class, Jennifer Hutchinson says â€Å"Due to this large increase In tuition, middle class families can no longer attord to pay tor their child's education, putting them in the same situation as the low-income students†. Not qualifying for grants these students take tne oTTerea loans ana every year tne amount 0T aeot Increases.Hutchinson also states that â€Å"However, unlike low-income students†¦ who could not afford college, instead of going out into the workforce after graduation, middle-class tudents are now expected to go on to college†. Nowadays a college degree is needed to get a decent paying Job and the competition for Jobs is increasing among the young college graduates. If the financial aid system is not reformed soon there is going to be more students having to leave their college education behind when no longer can go into debt. College should become cheaper so the students won't have to choose betwe en their passions versus their stability.With their debts increasing every year students are researching if their majors are worth it to pay back their debts and be able to sustain them. According to the State Public Interest Research Group's Higher Education Project, â€Å"23 percent of students who graduate from public universities would face unmanageable debt burdens if they entered teaching based upon average starting salaries. † Loans are causing college students to stay away from majors that won't have a beneficial because these majors will not have an income strong enough to hold on to.Although these students want to study something that will essentially benefit the whole society they won't be able to do so unless there is a change in the college system. Even though students are told they have to go to college, students are often found to give up as soon as they walk in the campus because they feel they are not ready for college. They try to take classes but they leave feeling overwhelmed by either the content of the class or their lack of enthusiasm to be in the classroom. In the article Why Do So Many Americans Drop Out of College? Jordan Weissman says â€Å"But once they get to class, not every student is prepared. Nor do they necessarily want to be at college, or have a clear notion of what they're doing there†¦ The economy is screaming that they need a degree. But once on campus, they don't last. † These students do not have an idea of what to make of their college education and waste resources such as classes and funds. College preparedness should start since high school. Students should also know if they are ready to take on the challenge of a college education.There should be a tougher way for students to be selected into four year institutions. Colleges should be stricter with grades once students reach high school. Also there is the importance of high school counselors working with students to help them find out what they tr uly want to do ith their life. It could help them decide if college is a place they want to be at or instead seek vocational training after high school, preventing students dropping out of college and insures that those obtaining a vocational training gain the skills to enter the work force.Students have to know the other options out there besides college. The United States needs to establish more vocational schools so that those who choose not to go to college can also succeed in the work force. As many other countries have shown, vocational training can be beneficial to the whole society. The vocational schools we ave already have shown to be mostly effective for those people who need a Job fast to sustain their families.By being able to get hands-on training, these students have more ability to qualify for a Job right away than a college graduate because they have experience in that certain field. According to the article The Secret To Germany's Low Youth Unemployment â€Å"Germ any's youth employment is the highest in Europe†¦ At the neart 0T tnat success Is a learn-on-tne-JoD apprentlcesnlp system tnat nas I ts roots In the Middle Ages but is thriving today in Germany's modern, export-oriented conomy'. These students can choose between a vocational or academic career though many chose the vocational training.Through internships, the youth are in training earning weekly wages. In order for the United States to become successful in recovering from the recession more vocational schools have to be implemented around the country so there can be equal opportunities for those who do not want to go to college. The college system in the United States needs work. Students are feeling lost without moral support from their families. Limited financial aid is forcing more low nd middle class students to go into debt in order to continue their college education.High schools need to start preparing their students for the years ahead in college. But most importantly it is showing that college is not the only option available for students who know they cannot make it through the years. People need to start realizing that college is not for everyone and that vocational schools can be a positive way to increment work force in this country. Vocational schools are also successful in creating educated people. In the long run there will be a positive outcome for students in their future lives.

Food and beverage manager Essay

1.1Describe with examples, some of the characteristics of food production and food beverage service systems that is in use within the hospitality industry. The centralised Production System is the modern methods used in bringing together production and beverage activities in the hotel industry. Food that is centrally produced is easier to distribute to the point of service than for it to be produced in batches or separately. Centralised production system may be transported in a ready to serve state made e.g. hot or cold if it needs some form of regenerator for chilled or frozen food. The advantages of centralised production include, lower food cost and supply cost are lower In centralised production methods you need to employ a few staffs in the kitchen. The kitchen can also be operated in a cheaper location. The disadvantage of the centralised production methods is if there is a case of food poison the effect will be more spread and can cost loss of business, these can affect the finances of the hotel. When food and beverage come in by centralised system, they were then distributed into different departments. Main Restaurant A coffee shop Chinese food shop Fine restaurant Is the Traditional Parties’ production system, this is a table service. Table service, where cook or chill are served Table service, for Tradition Parties production. Table service (British table service or French. Also Traditional Parties’ production. Bars: are for drinks only 1.2For the systems discussed in 1.1, discuss factors that can affect recipes and menus. These are factors affecting receipts and menus. Guest religion and health, has remained a very important issues, religion of the guest and health restrictions Some people have allergy to e.g. crabs meat, protein, and fibre/vegetable, these can affect receipts and menu in the hotel. Financial resources, restaurant and guests types & cost: types of restaurant, Guest, spending power, age Group, labour cost. Chinese food is only prepared by Chinese people these can also affect the receipts and menu, Time factor, if the food is not serve at the right time the food may be too cold or if care is not taken the food may not be ready in time for serving. Pricing of food: because of the market is not stable for price; the pricing of the food may change, and can affect the receipt and the menu, by buying a alternative price or brand. 1.3For the systems discussed above, compare the cost and staffing implications. Outlet COST OF FOOD STAFF Main restaurant The cost is moderate and affordable Many staffs are required, can be service from office or home A coffee Shop The cost is affordable and low price Few staffs are needed a serve customer. Speciality restaurant serving Chinese food. The price is low and affordable by class. Few staff is needed, and can be operated by member of the family. Fine dining restaurant The price is high and can some be for special occasion e.g. anniversary, birthday, or business meetings. Few staff are required e.g. silver service, wine steward. Bar There are high class bars that are very expensive or common bar for everybody. Few staff are needed to operate. 1.4A justification with examples regarding the suitability of systems for different types of food and beverage outlets. For coffee shop is non-alcohol beverage services The fine dining restaurant sales food and beverage is based on good quality at the high prices In the bar >selling different types of drinks or beverage Chinese serving food is about culture food, which is served by the Chinese 2.1Taking in to account, the various needs for financial statements, discuss the use of financial statements in food and beverage operations. Financial statement or financial operations; these outline the finance of the revenue and expenses over a period of time. Which gives the production budget, the units that have been produce to the sales of the company, the production budgets also estimates the cost involved in material and labour. Operating budget: these gives the estimate of the income expenses based on sales, manufacturing costs, labour etc. Cash flow Statements: Is receipt from the business these help the business, when income will be enough to cover expenses or when the organisation needs help. It helps in taking loans from the bank and repayment. Balance Sheet; is statement of the total assets of what the company own or owe. Income statement: A finance statement that shows earnings report, operating statement, profit and loss. 2.2 To demonstrate the use of cost and pricing processes. To be able to demonstrate the assess cost and pricing will need the following methods, the purchase price per item, we then divide the food into different packs, for example if chicken are brought for  £10 per pack and the meal are going for  £15 per plate as a meal. It may sense to add the extra with the meal e.g. the rice or chips. List of the purchasing methods: Central purchasing is used by chains organization. This enable the hotel to buy their food stock in one location, all the services need will be in on site and contain the buying power and be able to negotiate the price at reasonable cost. The disadvantage; are that the individual outlets can’t complain regarding the suppliers, if one is receiving better offer than the other, These may affect the quality of the food, if too far from the site. Total supply: This method is new, these allowed the hotel to buy from one supply, these cut the papers work, the administrative work and can be expensive. 2.3 Implement effective purchasing process of the five Star Hotel Food and beverage managers we can attend industrial events and trades show in order to get new innovation ideas and learn above new products. We can communicate with functional departments regarding pricing trends products variations and inventory when available. Food and beverage manager provide effective and strategic re port to corporate the hotel catering office supplies on inventory and costing performance and recommendations. We also go to menu and catering seminal to identify new inventory that are in demands, including schedules and procurement needs.