Business Essays Ryanair Airlines Transportation

Business Essays Ryan station Airlines TransportationRyan demeanor Airlines TransportationRyan Air Case check1.0 IntroductionRyan oxygenate was do up by the Ryan family in 1985. The comp each(prenominal) went frequent in 1997 and the Ryans subsequently sold the bulk of their shargon to different(a) sh arholders. Ryanair tradition in bothy developed organic every(prenominal)y, i.e. by growing its as answers by itself. Every form, it open(a) bran- recent hubs in atomic number 63, started passages from new airdromes, and chip ined to its aircraft fleet. This model proved to be quite a successful. By 2003, Ryanair was the close breadable and valuable air lane in europium ahead of Lufthansa and doubling its value over British Airways.However, as the commercialise started to saturate and as the rivalry got tougher, the accomp some(prenominal) fixed to buy Buzz, almost other(a) busted- terms skyway. It did so in 2003. Many said that Buzz was a fiscal disaster but acquiring it was strategicalally important for Ryanair that precious to increase its securities constancy sh ar and get Buzzs drome s green goddesss and other facilities.1.1 Ryan airs objectives beTo open at least one new old bag in atomic number 63 each year for the next 3 or four historic periodTo grow at a rate of thirty percent (30%) for the next two years to just below twenty million passengersTo maintain its position as Europes leading low fargons skywayTo operate oftentimes point-to-point short haul safety valves, mainly out of regional and secondary airports1.2 complaint and VisionThe mission of Ryanair is to uphold the utmost f atomic number 18s among all the other European airlines and to go through a friendly and efficient service that satisfies the guests needs.The pot to the future of Ryanair is to wait going up and be Europes full-sizest airline in the next six years.The heart of its outline is based on providing a no-frills service with low fare s intentional to stimulate demand, particularly from compute intended leisure and military control touch offlers, who capability otherwise give up used alternatives forms of transportation, or who might non know drop deadled at all.2.0 No-frill Ryan Air (refer to cecal appendage A for to a greater extent details)oer the last decade, European Aviation has moved from a bluely regulate grocery store, based on bilateral agreements between countries, towards an oligopolistic social mental synthesis and finally to a highly monopolistic competitory single food trade place. In this new inter utmost site the discretionary places of the authorities have been curbed and airlines have enjoyed great freedom to set fares, open new tracks and determine what capacities to offer. This has eroded the dominance of the Flag Carriers handle British Airways, Lufthansa and Air France, due to the upsurge of low make up airlines.In the United Kingdom however, the diligence is fluen t oligopolistic in spirit, as thither are many barriers to market contestabilityAvailability of desired interest-off and land slots at airports. The necessity of entering a new route on a magnanimous enough scale to bring home the bacon acceptable cost nows. The cost of leasing or buying new fleet of aircrafts.Securing contracts with ground-handling companies who may already have contracts with other airlines.Retaliatory behaviour by rivals. The necessity of applying for and securing an air operators clear from European Union.Overcoming existing customer loyalty achieved by companies who have put-upon their advantage of cosmos the first cable carrier.Direct intervention in the pains to control externalities e.g. aviation taxation.Ryanair a no frills low cost airline was able to introduce price strategies that worked. monetary statements from 2002 2003 were shtupvassd the results showed that Ryanair enjoyed after tax profit growth of fifty-nine percent (59%). This was possible through an competitive pricing policy.3.0 Internal and External synopsisIn reference to the competitive social system of this newly formed low fares airline market in Europe and how it has developed during the 1990s.3.1 The PortersFive forces model shown in addition A, summaries these dynamics to a lower place the various influencing factors. The most influential of these are discussed.As entrants developed in this market, rivalry increase although no major head-to-head battles with the mainline world-wide airlines occurred due to the low fares market developing their own routes. Competition nevertheless existed from various new airlines catering for this growing domain, a yen with tailor do sub-divisions of the major airlines e.g. GO parent classify British Airways.As the market became over crowded, however, the threat of entry was reduced, not only due to the salient seat of government investment required. only the basic factors of congestion in the skies an d the overleap of take-off and landing slots at airports deterred potential new entrants.The suppliers of aircraft to the sector have relatively low power, second-hand aircraft entailed high maintenance low fuel efficiency be and some new entrants required new aircraft to promote their new image. Although new aircraft suppliers excessively have low power due to the fierce disputation within their manufacturing industry (Airbus, Boeing), the main force of suppliers power comes from the price of aviation fuel which is directly related to the cost of oil, as individual companies within the airline sector they do not have the power to alter this.Customers have little power due to their large number and relatively small individual contribution to sales revenue, although this level of power volition vary on the strike route in school principal depending on its level of competition.Porter (1998) highlighted potential risks that companies adopting any of the three generic strategi es might face. For a scheme competing on be, the main risks are when competitors are able to imitate the dodge itself, or technology changes. When the behind segment reverses structurally unattractive, it also poses a risk to the company.This bunghole draw when the demand for low fares disappears due to ever-changing consumer taste. From the fact of the type study, Ryan air is a dominant player in the sector, and this risk is particular high at this stage. Ryan air no-frill policy may have to change as they are actively expanding their flight route network and distance.It would be unfeasible for Ryan air not to provide meals on longer haul flights and as a result their cost focus dodging may become blurred. Ryan air continues to set prices lower than mist of their competitor. Bowmans strategic Clock may be a break out tool for analysing the case study as it focuses on pricing (refer to appendix C).3.2 Swot AnalysisOpportunities for RyanairThere is still potential for much regional departures to satisfy wrinkle travel demand and the growth in short breaks. The Internet shadower provide a simpler route to the market for consumers and business enterpri masters. It addles searching for availability and the lowest fares easier and reduce statistical distribution be for airlines. There is potential for more direct conflicts to reduce distribution costs.Increasing collaboproportionn with alliance partners and code share-out partners provide increase sales and reduce costs. This could lead to higher levels of cross-shareholdings and consolidation in the industry. There is also attendable potential for further training of low-fare services in Europe. Ryanair dope use its reputation as a resource to expand into Internet cafs or car letting services. They can also cut down on the use of intermediataries who denounce their tickets for them by getting to publicise through the Internet or airports3.3 terror for Ryan AirThe threat of substitutes is ho wever a main area of power, smaller geographical space and shorter distances between major agglomerations allow a greater competition from alternative transportation, notably the high-speed train. The main business contend during the 1990s for the low fares airline sector was how to convince customers to take the monotonic instead.The threat of September 11 has proved traumatic for the mainstream European airlines. By contrast, in the no-frill airline sector, traffic calmed sharply, buoyed by strong sales promotions and telling discounting. However, for Ryanair, the mainstream airlines expirationes were the budget airlines gains, strengthening their negociate position with respect to aircraft procurement, airport deals and rung recruitment.3.4 Strengths for Ryan Air (refer to accompaniment B for more details)By sounding at the strengths in appendix B, by the end of 2003, Ryanairs route system had expanded from its primarily Irish-UK emphasis to serve 86 destinations on 133 routes across 16 countries. Ryanairs no-frill services allowed it to priorities features important to its clientele, such(prenominal) as frequent departures, advance reservations, baggage handling, and consistent on-time services.Ryanairs strength (appendix B) is that it offers travel insurances, car rental and connecting rail services, and direction on sales of other services such as hotel reservation. Ryanair website is acclaimed as being one of the most user-friendly and visited travel websites in Europe. (Refer to Exhibit 6 in the handbook for details on operating statistics for Ryanair)3.5 Pestle Analysis (refer to appendix A for more details)By shadeing at the Pestle Analysis, its suggests that Ryan air has to keep a lot of things in mind before taking any further step to increase it awareness. It has to make sure that it follows that law. Also, have to look at the the great unwashed behaviour on spending the money and keep its price reasonable to attract its rival customer s.4.0 Financial StatusIn 2003 Ryanair had delivered its 13th consecutive years of increased profitability. Its net margin had increased by 4% to 28%, surpassing its own long-term net profit margin target of 20%. The lag efficiency ratio had improved by 15% (see exhibit 1 in the handbook).The groups market capitalisation had grown from 392m in 1997 to 4.7 by 1 July 2003, as its profitability was seen to be ludicrous among airlines worldwide. In fiscal 2003, Ryanair had delivered spare ordinary growth in fleet, routes traffic, revenues and profitability (refer to exhibit 1a, b and c in the handbook).Ryanair advertises its low fairs, primarily on its website, in newspapers, and on intercommunicate and television. In 1997, Ryanair was one of the first European airlines to cut its rate of commission to travel agents, from 9% to 7 and half percent. In 2002, Ryanair launched its website. This has had the execution of saving(a) money on staff cost, agents commissions and computer res ervation charges, while importantly contributing to growth.5.0 BenchmarkingComparing Ryanair to other airline companies is almost impossible, while the airline industry is blurring through competitive activity and industry convergence. Airlines offer at present a lot of extra services, for example, car rental, internet access in the plane et cetera. All those extra services dont belong to to the core product, the flight.Because of every airline company offering something else it makes it hard to compare Ryanair with them. Ryanair could compare itself to other cheap airlines, despite the product Ryanair offers is very unique and Ryanair is one of the most profitable low-budget airline.6.0 ResourcesAvailable resourcesAvailable resources can be grouped under the following four headingsPhysical resourcesThe nature of these resources, such as the age, condition, capability and location of each resource, go out also determine the usefulness of the resource. Ryanair possesses everything that is needed to have the company operating in the airline industry. For example, an aircraft fleet (the average age was considerably higher than that of the fleets of Ryanairs current or potential competitors), headquarter in Ireland, secondary airports to use for landing et cetera.Human resourcesRyanair has several hundred employees who issued a statement asserting that they are happy to work for the company.Financial resourcesRyanair has different shareholdersThe Ryan familyThe employeesMichael OLeary An investment group led by David BondermanIrish AirEU nationalsIntellectual capitalThe intellectual capital is the intangible resources of an organisation and is often overlooked or undervalued. The intellectual capital of Ryanair consists for example of the acquaintance that the individual employees have. They are all strong trained, are able to use the customer databases and have true traffichips with the customers. These resources are not tangible, but very important in thi s knowledge-based economy.7.0 go A Low Price PurchaseRyanair protects and strengthen its position in the current EU Budget airline market through acquired BUZZ, and constitute two deputies, however, in the fierce competition Ryanair should seek to some other new markets or new products. Enter the long-haul flight market with the existing cheap, no-frills flights or launch the business class in flight for the business travellers are both the good future directions for Ryanair, because these options are more or less relate to the current business which Ryanair is doing, it is easier for sharing the resources and controlling. diversification into long-haul market with business class flights, seems not a wisdom election for Ryanair, since choose to do something is not linking to Ryanairs current business at all it would make Ryanair into a very risky situation.7.1 Robustness (see appendix D)RarityMichael OLeary has a lot of experience and knowledge that can be seen as a unique resou rce for Ryanair. In 2004, the Financial Times named Michael OLeary as one of 25 European business stars, who are expected to make a difference. Ideas can not be patented they are in the public area.So advantage of Michael OLeary will be short-lived and only if Ryanair is good at learning, adapting and pathetic to new bases of competition, Ryanair will be the long-term winner. Another rarity of Ryanair is the passing low costs and low prices. This can be imitated by other airlines by introducing a new cost-cutting policy and by doing a lot of research.ComplexityEntering the airline industry is very hard. Surviving in the airline industry as a low budget company maybe even harder, while Ryanair is so unique, innovative, with a very aggressive marketing policy, Ryanair is impossible to imitate.CultureRyanair operates only in Europe, so the ethnical differences are not so big, and does not give any problems. occasional(a) ambiguityOther airline companies know that the basis of success for Ryanair is the cost-cutting policy. But how Ryanair manages this policy is unclear to them. It is hard to imitate.Ryanair is Europes first low-fares and no frills carrier, and it believes that it has made a sufficient gap over its competitors. But the question is can Ryanair maintain its objectives and strategies within the next 2-5years.8.0 The detailed proposals recommended and previous objectives that can be enhanced.The Strategy that can help Ryan air to increase its engagement in the airline industry in short term and long term and the things that it can do to attract more customers.8.1 Short-term strategy (refer to appendix C for more details roughly Ryan air strategic position)In short-run strategies, Ryanair must ensure that they are very competitive in terms of their low cost services. By keeping customers satisfactory with the price of their tickets, therefrom reducing the complaints from flight changes and price changes, and ensuring that their day-to-day activi ties are constantly kept up-to-date with the constant use of the value mountain range analysis.8.2 Medium-term StrategyIn medium-term Ryanair face continuous competition, due to the fact that they are not number one in the low fare airlines market share even with the merger with BUZZ holding the largest low fares airline, BA and its seven alliances are number one. There should be some goals to under pin other competitors in a market penetration and new product development. Maybe by implementing own branded items into the market, as soundly as the subsidys, to maximise profits with the aid of research and development.Ryanair take to grapple against BA. In which Ryanair is continuing its long-term goals of expansion, in order to compete with the larger companies. But they can only achieve this by undercutting BA, i.e. in sectors they fail to break even.8.3 Additional portion for CustomersThe use of secondary airports causes people to catch other modes of transport to go the main city. Ryanair can take advantage, by offering an additional service to drop people at their locations. This can be done through contracting to a hacker service or a coach company.With a well-researched marketing strategy that can be used to attract the customers thitherby boosting Ryanairs passengers in unfilled seats and thus aiding in the reduction of complaints in short strategy.By having more people working on the help desks as the Internet has no middle man, thus no commission has to be paid to travel agencies. In terms of the Internet direct sale, it not only can reduce labour administration costs, but whatsis for customers and save their time.In order to provide customers with an efficient and courteous service, it is fatal that Ryanair have to improve their service. Generally such as the cargo services, well arrangement of booking tickets (in the internet and telephone) and while flights are being cancelled, they will give priority to resolve the situation.8.4 Promotion al Activity for RyanairRyanair needs large amounts of aggressive promotion, to be noticed by the whole world in similarity to Easy Jets marketing tactic of a TV course of instruction that was successful in making a profit and its name being remembered. In comparison, the name Ryanair is not that well known but a market research would be needed to verify this.Ryanair must achieve a new tactic to be known in the market but this may lead to a high risk factor, if they decided to focus on advertisements on TV with their special offers other than travel agencies using their airlines. Another option is the low risk factors by publicizing on radio and billboards, then aiming the marketing strategy towards the targeted customers i.e. entrepreneurs and students8.5 What Ryan air should in terms of its customers safety?In points of safety for their customers since the US attacks during September 11th and the recent attacks that took place in 2003, the planes must be kept and insured that the y are safe to use otherwise there will be no customers. For example, if a budget air-line had an accident it can be argued that the low costs on ticket prices, cost peoples lives. This strategy will always need constant up-to-date measures in short-term and long-term, because anything can happen.9.0 ConclusionThe aim of this report was to carry out a strategy analysis of Ryanair, Europes largest low-priced no-frills airline. From this it became ostensible that the organisation operates in a complex environs with fast changing influences that affect its business both beneficially and unfavourably.It also enabled identification of some of the sources of Ryanairs competitive advantage core competencies, unique resources, key linkages and the top-hole cost performance compared to its closest competitor. However, it also became clear that the organisation still has a lot to learn from best practice. In general, Ryanairs strategies arrest its task environment although it fails to add ress original crucial issues. If these are not dealt with they could lead to future problems and reductions in profits.ReferenceCole, G. A. 1996, Management Theory and Practice, DP Publications, LondonHornby, W., Gammie, B., Wall, S. 1997, Business Economics, Pearson reproduction Limited, EnglandKotler, P., Armstrong, G. 2001, Principles of Marketing, Prentice Hall, New JerseySloman, J. 2000, Economics, Pearson Education Ltd, England.W unspoiled, W. 1999, Marketing Origins, Concepts, Environment, Business Press, LondonGerry Johnson. Kevan Scholes, Richard Whittington. 2007, Exploring Corporate Strategy, 7th editionAppendix APorters Five Forces related to RyanairThe Threat of EntryHigh requirements for capital investment Some economies of scale High marketing costs possess in operation needed, established airlines already have trained staff High congestion of main airports, difficulty of obtaining landing and take-off slots Advantage in brand recognition, first mover advantage Exp ectation of retaliation from tralatitious airlines in price cutting and marketing strategies such as British Airways, Lufthansa, Scandinavian Airlines and BMI New EU ruling on overbooking can add to the increasing costs posed to airline companies The Threat of SubstitutesMainstream airlines are losing market share due to September 11 aftermath Substitution depends on the relative strengths of other airlines such as daily flights frequency, punctuality, price and certain destinations Availability of other transport alternatives such as charter airlines, car ferries, high-speed trains and cars. Substitution for land travelling is dependent on travel time distances, destinations, convenience, flexibility, and customer preferences Bargaining Power of BuyersLarge population base in EU Switching cost is relevantly low as there is no high differentiation of services Internet booking allows customers to research relative costs between airliners easily perfect knowledgePrice is major facto r in the choice of airlines apart from flight frequency and punctualityServices provided is similar among airlinesBargaining Power of Suppliers tough and small number of aircraft manufacturers i.e. Boeing and Airbus Many budget airlines have been opting for standardized Boeing 737 aircraft will lead to Boeing having more power. The power of main airports is increasing due to air traffic in EU is mounting. Secondary airports are desperate for business from budget airlines. The price of aviation fuel is directly linked to the cost of oil, hence budget airlines like Ryanair is difficult to alter this. The more Ryanair expands the more power it will possess over its suppliers. Competitive RivalryThe European low cost airline industry is very competitive. Ryanair has fierce competition from Easy Jet, Virgin Express and Aer Lingus New competitors in the budget sector increase the buyer power. Mainstream airlines have more control over take-off and landing slots in main airports Mainstream airlines are trying to retaliate by reduce cost on domestic flights, introducing internet booking and set up low-fares subsidiaries Low switching costs and customer loyalty High costs of leaving market Pest AnalysisPolitical and LegalRegulations for the air travel industry are getting even more stringent. The European Union authorities demand that airlines operate in an open, transparent manner. any state subsidies to airline companies are prohibited in order to make working conditions equal to anyone and to boost competition in the industry. There are also regulations in place for airlines not to exceed certain levels of noise and air pollution. All of the legislation and regulations make operating in the industry harder.EconomicEurope is undergoing economic slowdown. People therefore spend less, in general, and tend to travel less, as a result.High oil prices overstate costs of fuel and impact margins negatively.At the same time, people are ready to travel for less and thus w illing to opt for low-budget airlines.Business travel is on the surge. E.g., business travelers count for 40% of all Ryanairs passengers.At the same time, overall traffic in the industry as well as profitability levels plummeted in the aftermath of 11 September and after the war in Iraq and the SARS. This had a devastating effect on the majority of airlines but also gave an impetus to the development of low-cost carriers.SocialPeoples mobility has been increasing during the last decades. People travel for leisure, business, and in search of new jobs.Personal disposable income of people is travel in Europe as well as the number of ripened citizens who enjoy traveling.Traveling low-cost has become a norm.TechnologicalAirlines set up websites through which they sell tickets and other ancillary products and services such as car rentals and travel insurances. This led to cost decreases and to greater reach to customers.Airlines now provide satellite TV and phone services on board as we ll as broadband Internet and thus enhance value to customers.Information systems allow airlines collect data about passengers, cost, prices as well as ensure better service when embarkment and handling luggage.Environmental Companies now have to comply with strict environment protection regulations and laws. Should they breach them, they may be liable to enormous fines or court hearings. This can have a greater impact on low-cost carriers as they have more take-offs and landings due to higher frequency of flights, and therefore need to pay more environment related taxes. Appendix BStrengths and weaknesses of Ryanair AirlineStrengthsRyanair first budget airline in Europe, market leader.Most developed route system with frequent departures on capital of IrelandLondon route. Pre-empting potential competitors on the same routes, unless they can offer better value than Ryanair through lower prices (which requires them to have lower costs or take the pain of losses) and/or extra services ( but customers must consider these worth paying for).Pursuing clear strategy, efficient and effective low cost operator activities fit together to create low cost difficult to undercut Ryanair on cost, and therefore on price (but see weaknesses for some cost vulnerabilities). Low and reducing breakeven load factor, easily cleared, reduces financial risk. Similarly, average length of passenger haul is moving in the right direction, as is number of employees per aircraft reducing cost per available seat naut migood operating profit. In fact, in 2001 Ryanair was considered the most profitable airline in the worldLow debt, relatively high p/e ratio makes it possible to raise finance for growthLeadership affidavit of awards for management. Michael OLeary and Tony Ryan are determined competitors, turned Ryanair around very in effectWeaknessesIn an inverse way, Ryanairs weaknesses can be listed and assessed to see whether any of them create critical vulnerabilities that impair Ryanairs positioning and viability.Cost structure aircraft utilisation in question with lowest number of hours per day of any budget competitors older aircraft entail higher fuel and maintenance costs currency fluctuations make fuel costs unpredictable.Overly cost conscious? Could be irritating to passengers, e.g. withdrawing free ice with paid for drinks especially when budget rivals are actually adding perks, and mainstream airlines are discounting.Capital structure very unguarded to financial markets sentiment and high expectations, so any profit chagrin could be disastrous for share price, which is especially important in absence seizure of dividends. Also, majority free floating shares could result in over 50% ownership removed EU loss of airline licence.Staff issues EU legislation regarding compulsory trade unions, alongside history of industrial relations problems question marks over staff commitment and loyalty.Outsourced services outside Ireland may mitigate against employee commitment and intense company knowledge obligatory to create superior customer service.Ryanair penalized more than other airlines by loss of intra-EU duty-free because cabin staff remuneration dependent on it Ryanair had to shroud staff.The Value ChainThe value chain model was suggested by Michael Porter. He maintained that an organization can provide value to its customers in two major ways by lowering costs in a particular operation or by enhancing perceived value-added through differentiation. A company can add value using both methods in its different operations. The value chain consists of primary activities and supporting activities.Primary activities takea) Inbound logistics, i.e. suppliers, purchases, inventories, lead timesb) Operations, i.e. manufacturing or processing waste and distribution management inventory control efficiency location management customer service information systemsc) Outbound logistics selling, delivering, transportation, distributiond) Marketing and salese) Service customer satisfaction and retention, customer loyalty.Supporting activities entailf) Infrastructure structure of the organization (centralized or decentralized etc) culture managers involvement and support vision frequency of communication between managers and employeesg) Human resources motivation respect of employees, which leads to happier staff and lower turn-aroundh) Technology development Internet bookings, satellite communications, ERP information systems all lead to greater efficiency and lower costsi) Procurement relationships with suppliers storage. When bargaining power towards suppliers is high, then costs are low.A succes

Market strategy and business overview of boots

Market system and crease overview of bootsBoots has too introduced new services. Boots Opticians, formed in 1987 has become nonp atomic number 18il of the UKs learning chains of opticians. Insurance services and initiatives in dentistry, chiropody, Boots for Men salt aways and net income services were introduced in 1999.The beginning(a) headness and peach Experience stores, oblation services such as homeopathy, osteopathy and a range of beauty treatments, were unresolved in autumn 2000.Boots Healthc ar International exports wellnessc be crossings in more than than than 130 countries round the world. Boots Health and Beauty stores are now realized in Ireland, Thailand, Japan and Taiwan. on that point are eight different businesses in The Boots Compe precise, different in size, different in type and different in their business cultures. Such diversity means that they hold unrivalled line of graspment opportunities in a wide mannikin of disciplines for people who d eliver superior performance.Boots is a learning organization, they encourage their people to strive to improve their skills and violate through come out of the closet their careers.STRATEGY MARKETING MANAGEMENTMarketing caution is a business discipline which is foc riding habitd on the practical application of foodstuff store techniques and the management of a firms foodstuffing resources and activities. Marketing managers are often amenable for influencing the level, timing, and composition of guest demand accepted definition of the term. In part, this is because the situation of a commercialiseing manager fire vary signifi idlertly found on a business size, collective culture, and industry context. For example, in a abundant consumer harvestings party, the foodstuffing manager may act as the boilersuit general manager of his or her assigned ingathering.From this perspective, the scope of grocery storeing management is quite broad. The implication of such a def inition is that any activeness or resource the firm uses to acquire customers and manage the companys relationships with them is indoors the persuasion of foodstuffing management.MARKETING STRATEGYMarketing outline is a method of instruction an organizations energies and resources on a course of action which pot lead to increased gross sales and dominance of a targeted market niche. A market outline combines product increase, promotion, distri preciselyion, legal injury, relationship management and early(a) elements identifies the firms merchandise goals, and explains how they volition be achieved, ideally indoors a stated clippingframe. Marketing scheme determines the choice of target market segments, positioning, trade mix, and al post of resources. It is most emergenceual when it is an integral comp int of boilersuit firm outline, defining how the organization ordain successfully engage customers, prospects, and competitors in the market arena. incarnate strategies, merged missions, and corporate goals. As the customer constitutes the source of a companys revenue, market strategy is nigh linked withsales. A strike component of marketing strategy is often to keep marketing in line with a companys overarchingmission statement. at one time the company has obtained an adequate under stand of the customer base and its own emulous position in the industry, marketing managers are able to prove key strategical decisions and develop a marketing strategy knowing to maximise the revenues and profits of the firm. The selected strategy may aim for any of a variety of specialized objectives, including optimizing short-term unit margins, revenue event, market share, long-term profitability, or opposite(a) goals.MARKETING STRATEGY OPTION oneness of the key elements of a successful marketing strategy is the acknowledgment that your existing and potential customers volition fall into particulargroupsorsegments, characterized by th eir inescapably. Identifying these groups and their requisites through market look, and then addressing those needfullymore successfully than your competitors, should be the concentrateing of your strategy. You can then create a marketing strategy that refers the most of your aptitudes and matches them to the needs of the customers you want to target. For example, if a particular group of customers is flavour for quality first and foremost, then any marketing activity aimed at them should draw care to the lavishly quality of your products or service.The benefits of a planned marketing strategy are numerous. Business owners often rely solely on their recognition to make business decisions. While this informal knowledge is important in the decision making action, it may non provide you with all the facts you need to achieve marketing results. A marketing strategy will dish out you in defining business goals and develop activities to achieve them.WILSON, GILLIGAN AND PEA RSON in strategic management, readily admit that in that location is no standard definition on strategy but high lights three level of strategy.Corporate train outline Dealing with the allocation level resources thought out the complete(a) organization, covering all of the various businesses or division.Business Level Strategy This exits at the individual business or division level and is refer with the question of emulous positioning.Function Level Strategy Which is limited to the actions of specific functions within specific businesses.Boots is a member of Alliance Boots, an international pharmacy-led health and beauty group. Our purpose is to help our customers look and thumb crack than they invariably thought possible.Our customers are at the heart of our business. Were committed to providing exceptional customer and patient care, be the first choice for pharmacy and healthcare, saturnineer progressive products self-coloured at Boots, with great value our customer s love.Our people are our strength and they show us that Boots is a great place to work. We aim to always be the employer of choice, attracting and retaining the most talented and passionate people.Market matrixThe market matrix is a tool that helps businesses to decide their product and market ripening strategy.http//www.franteractive.net/resources/Ansoff-Matrix.GIFThe supra diagram shows market matrix in like manner known as Ansoff product which is a series of suggested growth strategies that set the direction for the business strategy.1. MARKET PENTRATION (Existing market, existing products)Market penetrationis one of the cardinal growth strategies of theProduct-Market Growth Matrixdefined by Ansoff Market penetration occurs when a company enters/penetrates a market with online products. The best way to achieve this is by throwing competitors customers (part of their market share). Other ways include attracting non-users of your product or convincing flow rate clients to u se more of your product/service (by advertise etc). Ansoff developed theProduct-Market Growth Matrixto help firms recognise if there was any wages of entering a market.Market penetration seeks to achieve four main objectivesMaintain and increase the market share of current products- this can be achieved by a combination of competitive pricing strategies, ad , sales, promotion and more resources dedicated to personal administering.Secure dominance of growth market.2.MARKET DEVELOPMENT ( raw(a) Market, Existing Products)You can grow by leveraging your product knowledge to reach new customers. More than likely, you kick in spent time and coin developing your product and service offering. Assuming youre happy with your current offering, extending it into new markets is a logical next step. This is aptly called amarket development strategy. If you beget identified potential new markets as opportunities, use these strategies to reach them. Here are some quick considerations to mak e to begin with executing a market development strategyIs the market agreeable? (To really answer this question, I recommend some form of market research to validate your gut feeling.)Are you willing to commit the undeniable time and resources to reach this new market?Can your business be adapted to the new market?Will you maintain your current competitive advantage in this new market?3. produce DEVELOPMENT (Existing Market, New product)New Product Development is the term used to describe the complete process of bringing a newproduct service to market. in that respect are dickens parallel paths involved in the NPD process one involves the idea generation,product designand detail engineering the another(prenominal) involves market research andmarketing synopsis. Ideas for new products can be obtained from basic research development aSWOT analysis(Strengths, Weaknesses, Opportunities Threats), Market and consumer trends, companys RD department, competitors, focus groups, emp loyees, salespeople, corporate spies, trade shows, or Ethnographic discovery methods (searching for user patterns and habits) may also be used to get an insight into new product lines or product features.4.DIVERSIFICATIONS New Market, New Products)Diversificationis a form of corporate strategy for a company. It seeks to increase profitability through greater sales volume obtained from new products and new markets. Diversification can occur each at the business unit level or at the corporate level. At the business unit level, it is most likely to expand into a new segment of an industry which the business is already in.It is a process where a business markets new products in new markets.This is the most unstable strategy because the business is moving into markets in which it has dwarfish or no experience.For a business to adopt a diversification strategy, it must take aim a clear idea well-nigh what it expects to gain from the strategy.SWOT analysisStrengthsPrice cuts are attra cting customers especially in beauty and toiletries.Boots is still above high street average, despite all the short-comings being reported.Great locations, with a prime pitch on every high street. Meaning that Boots is handy to potential customers, this is highly important when taking into account the 4 Ps. salubrious labour workforce which is highly immanent to every business, this could be a major tool when assay to refocus and achieve the overall objectives.The current share determine is 667.0p on 8 Nov and has risen since October 28 when it was set at 657.5p. This initiates growth in sales due to external genes such as climate change and more susceptibility to illness that this causes.Weaknesses everyplace diversification which has led to a loss of focus from the core operations of the business.It seems from the article in the Independent newspaper that Boots are reliant on sun cream as a star product, however the British weather is know for its instability meaning good su mmers are non guaranteed, this has ultimately led to a reduction in profits.390 million was spent on revamping the company could this money have been spent in other areas of the business that may have been more profitable?Some customers feel that Boots is too expensive, thus suggesting price elasticity however the recent price cuts in different parts of the business might have affect the price quality reputation amongst customers, who feel this is important.900 job cuts from head spatial relation and possibly more if finances deteriorate. This might have an adverse effect on the reputation amongst stakeholders.OpportunitiesCompete through head on pricing although this could be risky according to reports.Does Boots need all their chain branches? An analyse and bell-benefit analysis should be conducted along with market research to identify which branches are doing the best and which areas would benefit from the store or which areas are overly concentrate with Boots stores. Ther efore taking action by reducing the number of stores and focusing on improving the remainder of stores would narrow termss and provide essential capital that could be reinvested in other parts of the business.ThreatsAbolition of the resale price maintenance has increased competition.If lucre sales of drugs continue to grow, Boots could lose a significant proportion of its market share.Changes in supply chain and systems within the company could hinder growth rate in the next 12 months. gatekeepers 5 forces analysisCompetitive rivalryThe retail market is alter up with high competitors as more and more companies are trying to step into the Health Beauty industryAll the other retailers have different competitive advantages.Boots reach in different stores allows it to reach large number of customers.The other factors which compete with the Boots bank is different banks and building societiesBarriers for entreeBarriers to entry is high due to a number of factorsFirstly, company loo king to set up its business in UK requires lots of investment, brand development, which takes geezerhood to establish.Secondly, company in retail sectors are increasing, which itself means there is very less chance for any new entrances.Local knowledge is undeniable for a new business in order to establish, which is highly surd for new firms to replicate.Threats of SubstitutesThe threats for newcomers or reserves is less, as the consumers views that as a necessity, especially in the developed world.The retail market is always trying to look around for new innovations with respect to Health Beauty products, alternative businesses. As a result of which it is difficult for substitution.The only major threat of substitute is an intimate industry threat, wherein one supermarket can lap up the business of other supermarkets.Buyers violenceBecause of the presence of too many competitors in the retail Health Beauty sector selling the same product, buyer power is high in the industr y.During the time of recession consumers wants are taken into more demand, thereby increasing their power.Supplier powerSuppliers in itself is huge company providing products to the supermarkets.If the products are not sold, consumer will shift loyalties, making suppliers more powerful. And also when the products do not reach the supermarket, sales do get affected hugely.CDocuments and SettingsSonyDesktopporters_ volt_forces_lg.gifCompetitive strategy by Michael PorterPORTERS GENERIC STRATEGYMichael Porter had argued that a companys strength depends on two headings cost advantage and specialisation. By applying these strengths three generic strategies resultCost leadershipDifferentiation chargeCost leadership strategyCost leadership is a strategy make on offering a customer a put down pirce than competitors and maintaining an advantage by ensuring the cost are lower than those of competitors.Factories are built labor is recruited and trained in all sorts of knowledge for the low est cost of production. In the process cost advantage is the focus.However low cost not always allows low price. Producers could price at competitive parity, other than the competitors. For example, such as Toyota, are good in producing autos at a low price, but have the brand and marketing skills.Differentiation strategyIt is a strategy that involves offering a product which is different to, is first derivative from, those of competitors. The advantage of the product will appeal to the whole market and not in a narrow segment.The company that succeeds in differentiation strategy often follows the internal strengthsAccess to scientific researchHighly skilled and creative development team.Strongly sales team with the ability to successfully communicate the perceived strengths of the products.Corporate reputation for quality and innovation.FocusThe focus strategy strives on a narrow segment and within that segment tries to achieve either a cost advantage or differentiation. A company following the focus strategy often enjoys a high degree of customer loyalty, and this in turn leads to more customer lifetime value.The focus strategy has two variants.In cost focus a firm seeks a cost advantage in its target segment, while inDifferentiation focus a firm seeks differentiation in its target segment. Cost focus exploits differences in cost expression in some segments, while differentiation focus exploits the special needs of buyers in certain segmentsA company following narrow market focus and pursuing a focus strategy, have lower volumes of bargaining power with their suppliers.A company following differentiation focused strategy may be able to pass higher costs on to customers since close substitute products would not exist.Firms that succeed in a focus strategy are able to lead a broad range of product development strengths to a relatively narrow market segmentFinally, other focusers may be able to carve out sub-segments that they can serve even better.TASK-2 pes tle analysis is in effect an inspect of an organizations environmental influences with the purpose of using this in coifion to guide strategic decision-making. The assumption is that if the organization is able to audit its current environment and assess potential changes, it will be better placed than its competitors to respond to changes.PESTEL ANALYSIS FOR BOOtS PEST1. POLITICAL FACTORSPolitical factor is always affected any kind of business. The government always make changes in tax policy, labour law policy and trade restrictions. increase globalization, gives challenges and opportunities to Boots. Using this company can enter into new markets through partnerships.2. ECOMOMIC FACTORS fanfare chances are really high that if inflation occurs then the prices of each crime syndicate will rise. When a country enters an inflation stage then their money would be less worth, and companies will higher the prices, consumers have less money to spend on goods, and that will be a major a mpere-second the economy. The country might put prices higher on exports, but other countries wont buy them anymore and go find a cheaper one. switch rates play a very big role in the marketBecause of the food crisis all over the world, can result in the get cost of the company, which in turn can increase the Health Beauty Product prices which affects the purchasing power of the consumers. Because of credit crunch, the consumers purchase power would decrease, but they would still consider that as its basic necessity.Lot of incentives is inclined to the consumers. This affects Boots as prices have to be reduced most of the times3. SOCIAL FACTORThere seems to be more attention on fresh and easy musical mode cooking. This gives Boots an opportunity to encourage new Health Beauty Product.Recently government has given more emphasis to promote healthy eating because of the increasing obesity. As a result the consumer would move on to healthy eating which in turn will be an opportuni ty to Boots to stock in more of healthy Health Beauty Product and as a result of which there would be an increase in consumers number.4. TECHNOLOGY FACTORThe internet phenomenon seems to be growing more rapidly. Boots can use internet for its advantage. stand up in the queue system for some items in the shopping market is time consuming. By installing the self checkout machines it can reduce the queue system for which the customer would not have to wait for few items which in turn will increase the sales for Boots.5. ENVIRONMENTALIt should be mandatory to reduce carbon footprint and increasing energy efficiency. One of the important and ethical issues is, like sales of organic food and ethical treatment of animals, this can clearly affect Boots on various levels. This is a sensitive issue. This can be done by maintaining on the man stand and environment.6. LEGALAs per legal the company makes sure that the product is right for the customers. They do all sorts of checks before it is brought forward to the customers.The current UK grocery market is highly regulated in many aspects, which is commonly in the developed countries. The recent inquiry by OFT could act as one example, which would potentially reduce the profitability of the supermarkets. Moreover, Trade Union would also protect employees to receive lack benefits, and this would make the grocers difficult to lay off employees.MARKET PALNNING FOR BOOTSAmarketing planis a written enter that details the necessary actions to achieve one or more marketing objectives. It can be for a product orservice, abrand, or aproduct line. Marketing plans cover between one and five years. A marketing plan may be part of an overallbusiness plan. Solidmarketing strategyis the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.MARKETING MIXThe structure of the facts book will be designed to match the speci fic needs of the organization, but one simple format suggested by Malcolm McDonald may be applicable in many cases. This splits the secular into three groupsReview of the marketing environmentA study of the organizations markets, customers, competitors and the overall economic, political, cultural and technical environment covering developing trends, as well as the current situation.Review of the detailed marketing activity A study of the companysmarketing mix in terms of the 7 Ps (see below)Review of the marketing system A study of the marketing organization,marketing researchsystems and the current marketing objectives and strategies. The last of these is too frequently ignored. The marketing system itself needs to be regularly questioned, because the validity of the whole marketing plan is reliant upon the accuracy of the input from this system, and garbage in, garbage out applies with a vengeance.7Ps of MARKETING MIXOnce youve developed your marketing strategy, there is a Se ven P Formula you should use to continually label and reevaluate your businessactivities. These seven are product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure youre on track and achieving the maximum results possible for you in todays marketplace.1. PRODUCT To begin with, develop the habit of looking at your product as though you were an outside marketing consultant brought in to help your company decide whether or not its in the rightbusinessat this time. Ask critical questions such as, Is your current product or service, or mix of products and services, appropriate and suitable for the market and the customers of today?2. PRICES The second P in the formula is price. Develop the habit of continually examining and reexamining the prices of the products and services you sell to make sure theyre still appropriate to the realities of the current market3. progress The third habit in marketing and sales is to think in terms of promotion all the time. Promotion includes all the ways you tell your customers about your products or services and how you then market and sell to them.4. blot The fourth P in the marketing mix is the place where your product or service is actually sold. Develop the habit of reviewing and reflecting upon the exact location where the customer meets the salesperson. Sometimes a change in place can lead to a rapid increase in sales.5. PACKING The fifth part element in the marketing mix is the packaging. Develop the habit of standing back and looking at every visual element in the packaging of your product or service through the eyes of a critical prospect. Remember, people form their first impression about you within the first 30 seconds of seeing you or some element of your company. diminutive improvements in the packaging or external appearance of your product or service can often lead to completely different reactions from your customers.6. office The next P is positioning. You should develop the habit of opinion continually about how you are positioned in the hearts and minds of your customers. How do people think and chatter about you when youre not present? How do people think and bubble about your company? What positioning do you have in your market, in terms of the specific words people use when they describe you and your offerings to others?7. muckle The final P of the marketing mix is people. Develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales andmarketing strategy and activities.RECOMMENDATIONS AND completionI think the current Boots Distribution Channel is very limited. The only place youll find their product is in a local Boots store . I think they should expand their channel like I have summed up earlier. I would have placed vending machines throughout whole UK, outside each super m arket. To survive in such a competitive market place, Boots must continue to build a fortified brand in order to create a strong differentiation in the market, attract customers with a credible value proposition and to endlessly engage customers in ways that would endear them to the brand and to the companyMy evaluation for this is that Boots is in a very good position, but if it needs to gain more customer they need to make more product, not as in output, but new products.

Corporate Social Responsibility Case Study: Sainsburys

bodily well-disposed province Case Study SainsburysIntroductionThe impression of in bodied Social duty gist that organization pay moral, honorable, and generous obligation in auxiliary to their responsibility to earn a fear return to investors and comply with law. CSR is a concept whereby organizations is consider the interest of society by taking the responsibility for the impact of their activities on customers, employees, sh areholders, communities and the environment in all aspect of their operation.In an some other(prenominal) way CSR is the integration by companies of a hearty and environmental concern in their employment operation and in their integration with their s conduceholders on a willing basis. The concept of CSR means going away from the fulfillment of legal requirements by investing more in human capital, The environment, and traffic with stakeholders. It is a voluntary instrument, hardly must be implemented organizationatically so that it foster s trust and confidence among stakeholders.Definitions of Corporate Social ResponsibilitiesGiving a universal definition of corporate kindly responsibility (CSR) is bit unvoiced as in that respect no reciprocal definition as such. However, there are few common threads that connect all the view of CSR with several(prenominal)ly other or so i corporation definition of Corporate Social tariff (CSR) has been given by world of business council for sustained festering which says,Corporate Social Responsibility (CSR) is the continuing cargo by business to be consider ethically and contribute to economic development while ameliorate the quality of life of the work force and their family as well as of the local anaesthetic community and society at large.The online encyclopedia, Wikipedia 2009 has sensation definition of CSR is Corporate Social Responsibility (CSR) is the decision-making and implementation process that guides all gild activities in the protection and promotion of international human rights, labor and environmental standards and compliance with legal requirements within its operations and in its.On the other hand, the europiuman Commission hedges its bets with two definitions wrapped into virtuosoA concept whereby companies decide voluntarily to contribute to a bust society and a cleaner environment. A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis.The corporate social responsibility means that organization have moral, ethical, and generous responsibility in addition to their responsibility to earn a fear return to investors and comply with law.Nature of Corporate Social ResponsibilityProbably the around established and harmonizeed model is the Four-part Model of CSR as initially proposed by (Archie Carroll) in 1979, and subsequently refined later takings (Carroll and Buchhholtz 2000).Carroll regard CSR as a multi -layer concept, which force out be differentiated into intravenous feeding inter related aspects-Economic, Legal, ethical and Philanthropic responsibility. He presents these responsibilities as square layer within pyramid, such that true social responsibility essential the meeting of all four level consecutively.In 1991 Carroll first presented the Corporate Social Responsibility model as a pyramid as shown in above diagram.Corporate social responsibility and your businessCorporate social responsibility stool cut across almost e genuinelything you do and everyone you deal with. You need to think nearlyThe suppliers you choose and the way you deal with them. For example trading the suppliers who pollute the environment could be as exacting as doing your self.How you treat with your employees? For the responsible business, this means doing more then exclusively complying with legal requirements.How your business effect local community? And whether you should actively convolut ed in or supports your local charity, or sponsor a local event.Benefits of corporate social responsibilityMake the most of corporate social responsibility by publicizing them. Ensure that customers, suppliers and local community get a broad what you are doing.Publicity like this can be a trace part of using CSR to win contracts. Peoples deprivation to buy from businesses they respect.CSR can be particularly affective for targeting ethical companies.At the same time you should implement CSR as a part of continuing process of building long term apprise. Everything you do aid to cleanse your reputation and encourage customers and other stakeholders to stay and involved with you.Even with dozens of adversarys, a real commitment to CSR lets you stand out.As an example, John Lewis department gunstocks are well know as a business owned by its employee. Its commitment to CSR feeds through into customers services, sales and profits. As well as affecting the way you behave, CSR can lead to bare-ass products and services that confer your values and those of your stakeholders. Over time, it can all add up to a power brand and a winning business.Introduction-Sainsburys was founded in 1869 by John Sainsbury and is today the UKs terzetto largest grocery retail merchant. The chain consists of 504 supermarkets, 319 convenience stores. Sainsbury to a fault owns the Sainsbury Bank which offers a avow of insurance and savings products The Sainsbury Archive documents the history of one of the nations oldest retailers, and Londons oldest. It quasi(prenominal)ly provides a comical illustration of the transformation that has occurred in retailing and in shop and eating habits since the mid-19th century.Sainsburys was established as a partnership in 1869 by John James Sainsbury and his wife Mary Ann overt a store at 173 Drury Lane in Holborn, London. He started as a retailer of fresh nourishments and later expanded into packaged groceries such as tea and sugar. Hi s trading philosophy, as stated on a sign away his first shop in Islington, was Quality perfect, prices lower.Other important datesIn 1922 J Sainsbury was incorporated as a private companion, as J. Sainsbury LimitedOn 12 July 1973the telephoner went public, as J Sainsbury plc.in 1979, when Sainsburys formed a joint venture with the Belgian retailer,In 1996 the company ideaed its first fall in profits for 22 twelvemonths.By the time John James Sainsbury died in 1928, there were 128 shops.His last spoken communication were communicativeize to be Keep the shops well litCurrent operationsSainsburys currently operates 785 hypermarkets, supermarkets and convenience stores.Split down as 509 supermarkets and 276 convenience stores.also operates Sainsburys Bank, which sells financial servicesHas a property portfolio worth 8.6billion.According to Taylor Nelson Sofres rankings print in January 2008, Sainsburys market donation was 16.4% compared to Tescos 31.5%, ASDAs 16.7% and Morris ons 11.4%.2005/06Sainsbury ethical issuesSAINSBURY has written to its main suppliers that the supermarket freak was embroiled in a 3m bribes investigation. Under company regulations, supermarket staff must pay for their own travel to visit suppliers sites and must non accept gifts. As supermarkets most senior(a) buyers was arrested on suspicion of accepting backhanders from a potato company.John Maylam was arrested earlier this month over allegedly receiving second gear payments from Greenvale, which supplies nearly half of the chains potatoes. David Baxter, Greenvales operations director, was also arrested.Sainsbury, led by Justin King, chief executive said We are the victims of an alleged crime and take it very seriously. None of the payments went through our system and we believe this was limited to the one supplier.Greenvale has potato-packing operations in Shropshire, Cambridgeshire and the Scottish borders. The company received the Queens trophy for Innovation, is underst ood to add up about 45% of Sainsburys potatoes.The irregular payments up to 3m are understood to have been discovered by Produce Investments Greenvales parent company and brought to the attention of Sainsbury.Cheap banana tree trees on supermarket shelves threaten the livelihood and well- creation of banana growers across the developing world, campaigners had told at the annual general meeting of supermarket freak SainsburyAGM highlight the impact cheap food is having on producers, which contrasts sharply with the supermarkets claims of ethical integrity made in its Corporate Social Responsibility get overBanana growers are facing a crisis because of the low prices paid by supermarket chains in the current banana price war.Banana workers cannot adequately feed their families despite working 11-12 hour days. Working conditions on banana plantations are often very poor.The workers are also exposed to tendinous pesticides to meet the cosmetic appearance requirements set by the supe rmarkets.According to Sainsburys CSR reportWe can offer our customers excellent products but not at the write down of people in developing countries who may be working in unsafe conditions for poor wages..Alistair Smith of Banana Link saidWe are looking to Sainsbury to take the lead in matching its verbal commitment to ethical trading with its practice on the banana supply chain. In following the price war led by Asda and Tesco, Sainsbury has united the ranks of those who are now driving a race to the bottom in the banana industry. The unsustainably low prices they are paying suppliers get passed on to producers who are squeezing their workers even sternlyer than before.Friends of the Earth and Banana Link are craft on Sainsburys to live up to their promisesEnsure that banana workers get a living wage and decent working conditions.A failure to do this will indicate that the big supermarkets cannot be trusted.The consumption of employer and employeesThe Sainsburys brand custom s duty of providing customers healthy, safe, fresh and tasty food. It differentiates itself by offering a broad localise of long quality products at fair prices with particular emphasis on fresh food, a strong ethical approach to business and endless leadership and innovation.The company employs approximately 140,000 people in the UK.Last year turnover of 17.8 billion and made an operating profit of nigh 530 million.Sainsbury is estimated to have a 14.8% share of the 123bn UK grocery market.Sainsburys CEO (Justin King) recently stated nurture never stops at Sainsburys and every one of our colleagues can improve their skills, which not still benefits our customers but also supports our colleagues to strain their full potential.Sainsbury was one of the first businesses in the UK to sign up to the Governments Skills Pledge, enabling the company to in public define its commitment to skills training.The company also launched its You Can programme in November 2008 which has brought its entire training under one umbrella.Sainsburys has been working with the National Employer overhaul (NES) for the last 3.5 years and has held an NES contract for 3 yearsThe company was originally introduced to the NES by its Sector Skills Council, Skill smart.The company has approximately 4,400 employees. accounting covers the corporate responsibility activities of JSainsburyplc in the fiscal year to 21 March 2009. The Report contains details of our five values, which are the guiding principles for our company as below, trump for food and healthOur goal is to offer our customers great quality food at fair prices and, as a leading food retailer we are committed to being Best for food and health. Our approach is to help and inspire customers to eat a healthy balanced diet by promoting healthy eating and active lifestyles.We work hard to make our products as healthy as possible, without compromising on quality or understanding. Were also committed to providing our customers with clear and transparent labeling, to help them make informed choices about the food and drink they buy.Sources with integritySourcing with integrity is central to our ability to recall great product at fair prices. In practice it means working with our suppliers to ensure the sustainability of our products in the round, taking into consideration their economic, environmental and social impacts.We are committed to offering products that are better for customers and for the environment, in a way that is also better for the animals, farmers and producers involved in their mathematical product.We offer around 30,000 products in our stores. Only by working closely with our suppliers can we portray great quality products for our customers whilst ensuring our standards of integrity are upheld.Respect for our environmentAt Sainsburys we take environmental issues seriously. We aim to be environmentally responsible in the way we run our business and we also want to make it low-cal for cust omers to be environmentally responsible.Climate change represents one of the greatest challenges we face, both(prenominal) as a business and as a global population. We have it away that tackling the issue involves addressing both our direct and indirect impacts. We are working hard to reduce our operational footprint and we continue to develop a better understanding of the carbon embodied in our products and in the construction of our buildings. arbitrary difference to our communityOur stores are at the very heart of the communities they serve. For us this is not only about providing great service and quality products. Its also about making a positive difference to our communities and being a good neighbour.This begins with the positive economic impact our stores have in generating local wealth, by providing employment, using local suppliers and contractors, and regenerating the local surroundings. But theres a great deal more to it than that.Good manoeuvre to workBeing A great place to work is rooted in Sainsburys heritage and values. It also plays a crucial role in achieving our business goals. We rely on our 150,000 colleagues to go to bed great service to our customers every single day.We are committed to championing equality, diversity, comprehension and flexible working options for our colleagues. We remain committed to recruiting, retaining and engaging the best people, from backgrounds that reflect the communities we serve. We believe that every colleague, no matter where they work or the role they perform, should be encouraged to develop and make best use of their skills.We value the opinions of our colleagues and we communicate honestly with them. We also believe in recognising and rewarding our colleagues for the decisive part they play in making Sainsburys a great place to work.Sainsbury Plc Reports 2003-2006 on CSRJ. Sainsbury plc owns Sainsburys Supermarkets (here later on Sainsburys), the U.K.s ordinal largest retailer after Tesco and Asd a. For legion(predicate) years since it opened for business in 1869, Sainsburys was the countrys biggest supermarket, the undisputed market leader. A series of mis-steps allowed competitor Tesco to catch up in 1995. In 2003, Asda passed Sainsburys, relegating the latter to third position where it stays.Sainsburys is now playing catch up, recovering market share one percentage point at a Time. A publicly listed corporation since 1973, the company is on the renewal trail as it attempts to regain its leading position in the industry. Using a combination of common management tools in a wide range of areas, from stocking its shelves full with items customers want to buy to executing on a off revamp of its knowledge applied science and supply chain management systems, a new senior management team is revitalizing the whole organization from top to bottom. This drawing history helps us analyses the stopover 2003 to 2006, during which Sainsburys hit the dust with their first-ever reve nues slump in history (in the year ended March 2005) and then as agilely picked itself up and began staging a comeback. We can learn how they are doing by studying the companys annual reports which are the official snapshots of the whole corporation each year. Just like any other company at the grace of its stakeholders (Freeman, 1984), Sainsburys is expected to behave to satisfy everyone.First QuestionIdentify material areas of the accounts for 2006 where judgment has been used in determining the appropriate accounting insurance for the company (for example depreciation of fixed assets). Critically discuss how such judgments have materially affected the accounts in terms of valuation and profitability.Referenceshttp//www.j-sainsbury.co.uk/cr/ crinkle ethics 2nd edition by Andrew Crane, Dirk MattenBetsy Reed, The Business of social responsibility, Dollars Sense magazine May, 1998Bryman, A and Bell, E Business Research Methods (Second Edition) Oxford Oxford University Press, 2007 Clark, A Nike sacks Pakistani supplier over child Labour row, Guardian 20th, Nov, 2006Colin, F Business Ethics and Values Essex,Pearson Education Limited 2003DeTienne, K. B. Lewis, L.W The Pragmatic and Ethical Barriers to Corporate Social Responsibility Disclosure The Nike Case Journal of Business Ethics 2005George, C Essentials of Business Ethics Berkshire,McGraw-Hill Book Company Europe 1996Goldman, R and Papson, S Nike culture. LondonThousand Oaks, Calif Sage Publication 1998Klein, N No logo London Harper Perennial, 2000Jonathan, B NIKE to resume football production in Pakistan Financial time 26th May, 2007Maidment.F Eldridge, W Business in government and society Ethical, International Decision-Marking Upper Saddle River, N.J Prentice residency 1999McCarthy, R Football ban sends child workers into worse job Gaurdian twenty-fifth Apr, 2001Mcinotosh M, Leipziger, D, Jones, K Coleman Corporate citizenship triumphful strategies for responsible companies. London Financial Times P itman Publication, 1998Mellahi, K, Wood, G The Ethical Business Basingstoke Palgrave, 2003Parkins, S, J and Short land, S, M Strategic International London, 2006Robert C. Solomon Ethics and Excellence cooperation Oxford, Oxford University press 1993Sachdev, A boodle Nike Store accused of racial discrimination in suit, Chicago Tribute, 24th, Aug, 2004Schneider, S, C Managing Across Culture(second edition) England, JEAN-JOUIS BARSOUX 2003Seedhouse, D Ethics(second edition) England, John wiley Sons Ltd 1998Shaw, W, H Moral issue in Business, Vancent Barry wandsworth pub co, Mar 2006Bottom of Form popish imperium A Success myth popish pudding stone A Success StoryA century ago, popish pudding stone represented a success story for imperialist Britain as well as other European states with imperial ambitions. The Roman story of conquest was imitated, but never richly matched or even replicated. The dream that an imperial conglomerate could not only conquer, but also create a pax R omana, a commodious area of peace, prosperity, and unity was a genuine inspiration for other empires. No other empire was capable of having such a successful obtain of power, control, and satisfaction among their people as the Roman Empire did.The Roman Empire was so successful because of roman dominance in warfare and the constant structure of politics. The empire was impressive because the Romans were very practical and well make people, they were ambitious and aggressive in obtaining anything the Romans craved. All Roman ideas primarily derived from other cultures, but they continuously took the ideas to the next level and were the best at everything they approached. The Romans lived to achieve a standard of excellence and were never satisfied with what they had already achieved and always sought to improve.Early capital of Italy was indeed governed by kings, but after a few had find oneselfd the Romans managed to take power of their own cities and rule themselves. The Roma ns established the senate better referred to as the Roman Republic, before the senate only rede the king, but now the senate appointed a representative who would rule Rome as a king. (PAPAIOANNOU 209) The newly established system was very unique and a wise idea because the representative ruled carefully and not as a tyrant, because he was well aware if he did otherwise he would be punished by the next representative. From this point on the Roman Empire attempted to address all public matters or matters of the state, eventually leading to an era of peace and prosperity.The five good emperors were know for their reasonable policies, in contrast to other more tyrannical and virulent rulers. This period was particularly notable for the pacifist(prenominal) methods of progression, whereas each emperor chose his surrogate by adopting one. As the Empire was both secure from interior and exterior threats, the Romans prospered under a period of peace often referred to as the Pax Romana or Roman Peace.One major factor contributing to Romes very successful territorial expansion was the superior military authority, which was the main influential factor that guaranteed Roman power for nearly a thousand years. The Romans had several advantages such as rapid developments of the latest technology, vast numbers of infantry, along with a stable senate system, and much wealth to fuel Roman ambitions. non only were the Romans very powerful, they were also a very well substantial community consisting of sewers to control waste, aqueducts for plumbing, and paved roads for transportation. Roman advancements in technology and geographical modifications were very superior to other nations at the times because other nations simply did not have the same commodities.The Roman military system was not fueled by one type of military but by various types which provided the Roman Empire with a large miscellanea of choices when it came to battle. The Roman army usually consisted of Ha stati, Principes or Legionary Cohorts whom were very utilitarian marvelous soldiers. Rome used their absolute force to overwhelm most enemies and often used tactical strategies that allowed them to cave in on competitor flanks causing a very rapid ambush. The Roman Army had nark to exceptional horses as well as a mixture of promenade which were mainly a deciding factor in conflict.One of the most astonishing features of the Roman Empire was the complete diversity of the geographical and ethnical landscapes the Romans controlled. Vast regional differences did indeed continue, but there was little sense impression that emperors felt obligated to promote or protect them. The unity of the empire laid in a combination of factors that were depended on common values, many of which were considered to be cultural.The fall of the Roman Empire was in the end a result of Rome being overrun by many barbarians from the northern and eastern of Europe. The great migration proved too much for t he Romans to control considering that Roman armies were designed to defeat other armies, not entire folks and peoples flood toward them. Sadly, as the Roman Empire was stabilizing itself in an era of complete peace and prosperity, the empire had to come to an end which was marked when Rome was conquered by the Visigoth Odoacer and his men in the year AD 476. (Prufer 72)The Roman Empire was a magnificent and impressive empire that was essentially progressing towards a nation similar to that of early 18th century America. The Romans provided Europe with the ideology of Christianity which influenced the events that were to precede in the future events that have changed the world today. The Romans will be looked upon for their beliefs, attitudes, values, and initiative being nearly impossible to emulate by other nations. In reality, the Roman Empire has very little relevance or connection to sophisticated America, but just to lay both Imperial nations side by side, the goals achieved by the Roman Empire are significantly impressive. The time period is completely different, as the cultures, way of life, economy, and war. To compare the United States to Rome is derisory because they have nothing in common.Despite the fact that the Roman Empire may be viewed as nothing more than a plain force attempting to acquire a vast majority of land, society should not turn its shoulder to the glorious achievements of the Romans. In a sense the Roman Empire served as an influential force often encouraging a replication of vast territorial conquerization, which led to the establishment of various new territories. However it not the vast majority of land that the Roman Empire obtained and managed to keep control over that is impressive, rather the development of a peaceful era with a mildly democratic government which allowed the election of their representatives. hopefully everyone can look beyond the Romans cruelty and grasp a taste of the glorious era spurred by the Pax Rom ana.

Relationship Between Molecular Size and Rate of Diffusion

Relationship Between Molecular Size and Rate of dispersionDIFFUSION AND OSMOSISMinh Thu VoINTRODUCTIONThe center of this lab states around the airing crosswise a prison cellular telephoneular membrane, how exactly materials drive and sonant in submergences. both dispersal and osmosis are forms of movement that are trip of passive trans full treatment dealing with cell membranes. distribution is where the solutes move from an theater of game closeness to a kickoff concentration. Water goes through the cell membranes by distribution. Osmosis is specifically the movement of piss through membranes. Since osmosis and dissemination are both part of passive transport, this nitty-gritty that they do non require energy or pumps. There are different environments created due to diffusion. There are hypotonic, hypertonic, and isotonic environments. Hypotonic is when the resultant has a lower solute concentration compared to the peeing potential. The hypertonic solvent has a luxuriouslyer solute concentration and lower peeing potential. In an isotonic root word, there is no net movement and there is an decent concentration of solutes and water (Veno). In our lab, we modeled diffusion and osmosis with a hospital scenario. It is important for a solving to soak up sugar sucrose in it so the water and solute can be equal to create an isotonic environment. If there wasnt, there would either be a hypotonic do the cell to burst, or there would be hypertonic ca apply the cell to crawl.Purpose of this experience states the family between molecular size and the dictate of diffusion across a semi- leaky membrane. The osmotis behavior in plant cells and the relationship between the osmolarity of the surrounding root and this behavior. Each cell type have a unique osmolarity and be subject to quantitatively estimate the osmolarity of plant cells experimentally with the use of issue of varying solute concentrations (Lab manual).We created models of liv ing cells by using dialysis tubing. The dialysis tube represented the cell membrane to act as selectively permeable to water and some solutes. Osmosis is a particular kind of diffusion, because the diffusion happens with water molecules moving from an rural area of greater concentration to an area of lesser concentration, passing through a selectively permeable membrane. By victorious into consideration the movement of cardinal liquids (the iodine and the stiffen) through a semi-permeable membrane (the dialysis tubing), and bearing in mind the definition of osmosis, we should expect the two substances to ruffle with each other until the entire content of the test tube appears a homogeneous salmagundi of amylum and iodine.However, we know from the background information that amylum molecules are very large carbohydrate molecules, and we also know that selectively permeable membranes only guarantee the passage to baseborn or long suit molecules by knowing this additional in formation, we can state the following hypotheses.If the amylum molecules are in addition large to pass through the selectively permeable membrane (the dialysis tubing), so the iodine (which has small molecules) will expand from the set around the dialysis tubing (point of full(prenominal) concentration), and move through it, going to the intimate of the tubing (point of low concentration) until symmetricalness is gained while the starch will not manage to allot through protrude the test tube, and so will remain inwardly the tubing and never achieve equilibrium.Instead, if the starch molecules are small bounteous to pass through the selectively permeable membrane (the dialysis tubing), past the iodine will expand from the space around the dialysis tubing (point of high concentration), and move through it, going to the inside the tubing (point of low concentration) until equilibrium is gained while the starch will voiced from inside the tubing (point of high concentration ), move through it and diffuse reveal the test tube (point of low concentration), and so will also achieve equilibrium.MATERIALS AND METHODS split A Diffusion of molecules through a selectively permeable membranePrepare the dialysis alkali with the initial resolvents of starch and glucose, then tight the bad by prophylactic band. Pour water into a baker then add several(prenominal) drop of I2KI to have the color light brown. Place the bobby pin of mix solving in the beaker and wait about 30 minutes to extirpate this notecase into another dry beaker. Pour the solution of beaker into a absolveed tube, add some drop benedicks reagent to tube then heat it.1) iodine entered the handle, because the solution indoors the dialysis bug out changed from a clear color to a blue/black color. We know because the solution within the bag contains starch that the blue/black color is ca utilise by the diffusion of iodine into the bag, which then reacted with the starch present. Glucose di ffused out of the bag, an area of high glucose concentration, into the beaker solution, an area of low glucose concentration. We know this because after the experiment was conducted we time-tested and true the beaker solution for glucose using Benedicts solution. This indicates that glucose molecules are small exuberant to diffuse through the membrane.2) The movement of iodine resulted from the relative high concentration of it out-of-door the bag compared the solution within the bag. It also occurred because it is small enough to diffuse through the pores in the membrane. The glucose was in higher concentration in the bag compared to foreign the bag resulting in it to diffuse through the bag. Glucose was able to diffuse through the bag because it is small enough, but we know the starch didnt diffuse, even though there was a concentration gradient, because the alfresco solution after the experiment was conducted didnt react to iodine. This means the starch was as well large fo r the membrane3) I would expect the glucose and IKI molecules the diffuse out of the bag as a result of the higher concentration of the two of them inside the bag in relation to the outside of the bag. When the I2KI diffuses out of the bag I would expect it to react with the starch present outside of the bag and do work the solution blue/black. I would also expect the solution outside the bag to react positively to Benedicts solution at the end of the experiment due to the glucose that diffused into it. The starch is too large to diffuse, so I would expect it not diffuse at all. give out B Osmotic behavior in cellsPrapare a slide of syndicateweed in sucrose O.5M solution and another slide of Elodea in distilled water.Part C Estimating the osmolarity of plant cellsAdd 100mL of each solution in to 7 beakers as following order DI water, sucrose 0.1M, 0.2M, 0.3M, 0.4M, 0.5M, 0.6M. Use lancinate blade the get 7 ingest of stump spud, fish each sample then transfer to each beaker so lution. Incubate them about 1 arcminute then remove all sample out of beaker, blot them onto write up to dry then weight each sample.The experiment we conducted gave the result that when a white potato vine has contact with a sucrose solution, the cells will start to shrink. We did this by cutting up slices of potato and weighed them and recorded their initial weights. We used deionized water and different concentrations of sucrose. We than placed each potato slice in beakers with their designated solutions. We let them soak and incubate for an hour then we removed them from the beakers. Next we metric their new weights and recorded them. The objective of this experiment is to detect diffusion and osmosis in potato cells in sucrose solutions. Diffusion is the spontaneous spread of molecules from an area of high concentration to an area of low concentration. Osmosis is a type of diffusion involving water. The results will either be hypertonic or hypotonic. Hypertonic means that t he solution is more exhibit than water. Hypotonic means less salute and more water. For this lab, we can apply these principles to plant cells. The plant cells have a semi permeable membrane so they can experience osmosis and diffusion as discussed earlier. When it comes to the potato cells, added with sucrose it will experience a answer changing the form of the cells. The hypothesis of this experiment goes as follows, if we place potato cells in a sucrose solution, then the cells will shrink. They will shrink because when the sucrose is added the water in the potato, where there is high concentration, will move to the outside of the potato where there is low concentration.RESULTSPart A set back 1 Iodine and Benedicts testPart CGraph molarity of sucrose solution vs % change weight potatoDISCUSSIONPart AThe clolor of beaker change to orange after Benedicts test that indicate glucose molecule are small enogh to negligence through the membrane. Glucose diffused out of the bag, an are of high glucose concentration into the beaker solution where area of low glucose concentration.1) iodine entered the bag, because the solution within the dialysis bag changed from a clear color to a blue/black color. We know because the solution within the bag contains starch that the blue/black color is caused by the diffusion of iodine into the bag, which then reacted with the starch present. Glucose diffused out of the bag, an area of high glucose concentration, into the beaker solution, an area of low glucose concentration. We know this because after the experiment was conducted we tested the beaker solution for glucose using Benedicts solution. This indicates that glucose molecules are small enough to diffuse through the membrane.2) The movement of iodine resulted from the relative high concentration of it outside the bag compared the solution within the bag. It also occurred because it is small enough to diffuse through the pores in the membrane. The glucose was in higher con centration in the bag compared to outside the bag resulting in it to diffuse through the bag. Glucose was able to diffuse through the bag because it is small enough, but we know the starch didnt diffuse, even though there was a concentration gradient, because the outside solution after the experiment was conducted didnt react to iodine. This means the starch was too large for the membrane3) I would expect the glucose and IKI molecules the diffuse out of the bag as a result of the higher concentration of the two of them inside the bag in relation to the outside of the bag. When the I2KI diffuses out of the bag I would expect it to react with the starch present outside of the bag and turn the solution blue/black. I would also expect the solution outside the bag to react positively to Benedicts solution at the end of the experiment due to the glucose that diffused into it. The starch is too large to diffuse, so I would expect it not diffuse at all.Part BBase on predictions and observat ion, 0.5M sucrose is hypertonic solution and distilled water is hypotonic solution. Sucrose has the greatest osmolarity. I expect pond water would be hypertonic because it contains compound that make expand to the cell wall (dangerous for cell), in fact pond water is a hypotonic.Part CBase on graph, at sucrose molarity 0.2M is the mold cross the zero change line. This information can be used to determine the osmolarity of the potato tissue. Sucrose 0.2M make no change weight potato that means the natural potato sucrose molarity at 0.2M. If solution has higher molarity than potato, it loses weight because water move out of cell. In contast, the solution is lower molarity then it gains weight and water move into the cell. Thus I can estimate the osmolarity of the potato genus Tuber tissue is sucrose 0.2M.From the results enquiren, the more concentrated solutions of sugar seemed to draw the water towards it. This supports my hypothesis and also shows that sugar is also a hypertonic s olution since it is were there was more water brought into the solution than outside of it.This could be utilize in the real world with people who suffer from dehydration. By fostering the sugar level in their body, they are more likely to take in more water into their cells. One thing that could be tried in future experiments could be to add additional types of solutions to the experiment that would take up more of the human internal cell system. By adding more substances, the chances of comprehend how osmosis truly works in the body can be seen that could nurture useful for medical purposes (Towle).REFERENCESCSULA, lab manual Biol 100b, 2015Plasma Membrane Wikipedia, the exhaust Encyclopedia. 2009. 8th Nov. 2009.Towle, Albert, Modern Biology, Holt, Rinehart and Winston Inc., Orlando, Fl, 1993.Veno, Barbara, slides and take notes biol 100b

Flirting And Its Importance To Interpersonal Relationshios English Language Essay

Flirting And Its Importance To interpersonal Relationshios English Language EssayInterpersonal relationships ar an essential objet dart of society and encounter been ever since the beginning of civilization. In a irrelevant institution, our ancestors formed relationships to guarantee the survival, and as a result passed on the destiny for camaraderie as a vital part of our physical and aflame structure. One trend hu gentle globes gentle objet darts express the need for camaraderie is by means of prickteaser. What is dawdling? I decided to ask a few college students their interpretation of dawdling. Some of the responses from wo custody imply Expressing pertain or pullion to soulfulness in the form of flattery, teasing, or trunk language., Using natural charm to attract attention from an opposite. A playful panache of life of showing interest., Trying to let someone know that you alike them without outright saying it., I recover if a guy is talking to you a lot, compliments you a lot, and tries to pretend himself look good, hes butterfly, I would define speak as a proficiency spendd to both show attr performance or to make someone more than attracted to you.. Here ar some of the responses from men Talking and jesting to disembowel to know the other person and subtly commenting on the other persons attractiveness in hopes that the other person will like you either start some mixture of relationship or just have fun for a night., Flirting is when someone actively attempts to demonstrate an interest in someone else. It is often misinterpreted and delectationd in order to get things., I would say playfully talking to the other sex hard to attract them to yourself. Reading through the responses you nonice common themes about what vamper is and its purpose. To summarize, flirtation is letting someone know you atomic number 18 attracted to them (in a inner matter) by expressing interest through a variety of focal points. Looking a t the responses, you notice that both sexs use flirting with the goal of having the opposite sexual activity feel an attraction towards them. The main focus of this is work is to understand how gender affects the way in which a person expresses and responds to flirting.Literary ReviewDo a quick Google search on flirting and you will incur numerous get ontos and techniques on how to flirt. A tonic waterular mens website, Askmen.com, commonly provides information regarding flirting and how a man is supposed to guide in order to survive a success flirt. David Deangelo is a popular correspondent on the website. In condition titled, How to flirt with a woman and more Deangelo responds to a garner from a man who has had some success using the techniques David advocates but tranquil gets a cold shoulder from many women. The man enjoys going to have live bands and this kind of scene is where he frequently attempts to flirt and resource up women. He tells David about a common int eraction his has with women at a bar. It goes as follows man This band really sucks. woman Hey, I like this band. man Oh, Im sorry not for saying that, but because you like this band. The writer is using a technique David is a big advocator of called cocky and funny. Cocky and funny (CF) is a phrased coined by David Deangelo and is defined as a mindset or frame a man uses to accent to gain attraction from a woman. The idea is for the individual using the method is to act cocky, but yet in a funny way in to increase attraction. In the denomination, David tells the man that he is doing an ok pedigree with the CF method, but can amplify attraction and stop rejection by following his advice. Deangelo says that saying this band sucks to a total stranger is not funny and can be kind of creepy. He suggests that the man tries this snuggle instead man says Hey, do you like this band?, woman says Yeah., man says Doesnt surprise me. What, are you the guitar players sister? (askmen) Basi cally, David is teaching guys what he believes is the best way to flirt and to attract women. He contributes to the socializing of guys by teaching to behave a certain way as it relates to flirting with women. Socialization is the noetic process through individual take on gendered qualities and characteristics and acquire a feel of self. (textbook)Cosmopolitan is a popular womens website and magazine. Numerous articles give wisdom and advice to women crossways world about issues including, relationships and sex, health, careers, self-improvement, celebrities, as well(p) as fashion and beauty. Cosmo also teaches women how to flirt and be successful with any man out there. An article on the website reveals five tips about flirting for all ladies out there. The offset printing tip listed is to put out the vibe, which means for women to show a man she is concerned by giving him a sign. According to the article a sign can things like making eye contact and twinkle the guy a go ah ead, make your move smile. The second tip is to challenge him, which means to be competitive (in a playful way) with man you are going for. Men enjoy being competitive and disclose it attractive when a girl can be just as competitive. The articles third tip for flirting is to be sort of there for him. be sort of there for him means not giving him all your time. The article says that guys love the thrill of chasing what they think that cant have and argues that its best to dole out the amount of time you give your crush like cell squall minutes use in moderation at first and fossa trust more (cosmo). The fourth tip is to duck, duck, goose him This tip says its a good idea to be babyish with your crush, punch him and his inner child will be forced to respond. The finally tip is places to meet guys. The places include concerts, gas stations, volunteering, amusement parks, and waiting lines. As with men, women use websites like cosmo as a means of socialization.The previous two p aragraphs give a pop culture perspective on flirting. Based on the pop culture view on flirting there are similarities between genders on how a person flirts. However, there are still yet differences as well. One similarity is that men and women alike use flirting to portray a more playful, fun, and attractive self to the person they are interested in. A difference is that men are socialized to take a more active role in initiating flirting. Men are taught to set out women and start the conversation. Women are socialized to use more none oral cues to initiate flirting, as illustrated in the Cosmo article were the author tells women to flash him a go ahead, make your move smile smile.Over the past 30 years attraction and interpersonal relationships has been studied numerous. A publication by Antonia Abbey in 1982 brought awareness to the idea that men generally interpret the world in more sexual terms then women. Men are more plausibly to misperceive a womens friendliness while f lirting as the women being interested sexually. This can lead to potentially ruinous consequences. Abbeys investigateed looked at the role of several signed cues in the perceptions about flirting including distance, eye contact, pair, and clothing. Most of the explore confirmed that men were more likely to perceive an interaction with women in more sexual terms. In 1988, Shotland and Craig looked at whether men and women could distinguish between cozy versus sexual demeanour, as well as whether men were more likely to attribute sexual use then females. Flirting can be defined as both friendly and sexual expression. The research is relevant to understanding how gender affects the way a person flirts. The pair found that, not only could men and women differentiate between the two types of behaviors, but in addition corresponded with the Abbeys research regarding male perceptions of sexual intent.Pamela Kalbfleisch states beliefs about flirting represent key aspects of an indi viduals mental model concerning male and female relations and sexual encounters. Little research has been done on the topic on flirting, however Kalbfeisch believes there are three commonly held cultural beliefs about flirting. The first belief is flirting as a common fun. This is the type of flirting that is overwhelmingly stand for throughout pop culture. The second belief is flirting as reflecting rumbustious sexual urges. Kalbfleisch states that this is the kind of flirting that is reflected in pornography. The final belief is flirting as invitation. Kalbfleisch statest that this type is reflected in sexists beliefs that men should be the gender who takes action when they believe women are flirting with them. In addition, this includes the belief that women simply want men to sweep them off their feet, and so on.According to Kalbfleish, friendly (normal behavior interactions), flirtatious, and seductive behaviors are closely associated with nonverbal behavioral cues ( frame la nguage). The nonverbal cues are kinesics (movement), haptics ( signature), proxemics (distance), oculesics (eye movement), and vocalic (voice).Kinesics includes the subject area of the body movements such as smiling and body postures and are gestures seen as indicators of flirtatious behaviors, as well as friendly and seductive behaviors. Medium to large amounts of smiling is associated with flirtatious behaviors. In addition, flirting behavior is described by the use of childlike expressions, like sacrifice mouth pouting and head tilting.Haptics includes the study of the use of touch as a means of communication, particularly by indicating the nature of the relationship. According to Kalbfleish, castigates amount of touch indicates a flirtatious interaction. To compare, friendly behaviors have little to no touch and behaviors like touching the hand or leg represents seductive behavior.Proxemics includes the study of amount of personal distance between individuals and also varies depending on the kind of interaction. Generally, people who lean toward each other and are at a similar body angle are seen as being more seductive than those people who lean away from one another. Flirtatious behavior is described as individuals crossing their legs toward each other and having more human face to face contact.Oculesics includes the study of the amount and type of eye contact and movements a person displays during an interaction with someone. Flirtatious behavior is characterized as using moderate degrees of eye contact. In addition, flirtatious behaviors include shy looks downward.Vocalics includes the study of the use of voice as being one the biggest indicators of the kind of interaction. Flirtatious behaviors use animated speech (Muehlenhard et al., 1986), as well as moderate amounts of jest (Coker and Burgoon, 1987 Perper and Weis, 1987), reduced silences and increased warmth and interest (Coker and Burgoon, 1987).The research on nonverbal behavior cues stated above is important to understanding how gender affects the way a person expresses and responds to flirting. Because men and women interpret interactions with one another differently, body language will help me determine the type of interaction that is pickings place during my observations.