Organizational Culture Essay - 2434 Words

Introduction The concept of organizational cultures was first raised in 1970s, and soon became a fashionable topic. Organizational culture is the shared beliefs, values and behaviours of the group. Theorists of organizations believe that organizational culture represents the pattern of behaviours, values, and beliefs of an organization. Hence, studies around organizational culture have been seen as great helpful and essential for understanding organizations and their behaviours. Additionally, organizational culture has been considered to be an important determinant of organizational success. Therefore, leaders and managers pay more than more attentions on this topic, focusing on constructing and managing organizational cultures. This†¦show more content†¦Deal and Kennedy (1982:21) believe that the core of organizational culture is `Value, which are shared by the members within an organization. And the upper level which is `Behaviour is guided by shared values. The invisible values provide a common direction for all members to behave towards the goal of the organization. Moreover, Schein (1985) has expanded the concept including fundamental assumptions, artefacts and symbols. (Schein 1980; Schein 1985) In Scheins theory, the most visible/outer level is behaviour and artefacts. This is the observable level of cultures, and consists of behaviours patterns and outward cultural manifestations: such as flags, dress codes, myths, stories, products and services, level of technology utilized, type of operations process, and the physical layout of work spaces. These are all visible factors that presenting the cultures of an organization. At the next level of culture are values. Values underlie and to a large extent determine behaviour, but they are not directly observableShow MoreRelatedThe Importance Of Culture And Organizational Culture1647 Words   |  7 PagesThe importance of culture in the organization The organization culture as a leadership concept has been identified as one of the many components that leaders can use to grow a dynamic organization. Leadership in organizations starts the culture formation process by imposing their assumptions and expectations on their followers. Once culture is established and accepted, they become a strong leadership tool to communicate the leader s beliefs and values to organizational members, and especially newRead MoreOrganizational Culture Essay731 Words   |  3 Pages Edgar Schein, a famous theorists dealing with organizational culture, provides the following definition for the term: A pattern of shared basic assumptions that the group learned as it solved its problems that has worked well enough to be considered valid and is passed on to new members as the correct way to perceive, think, and feel in relation to those problems. (organizationalculture101) However, organizational culture is more than sharing assumptions used by a grou p to solve problems;Read MoreOrganizational Culture Essay1236 Words   |  5 PagesOrganizational culture Culture is something that encompasses all of us. It helps us to understand how things are created, acknowledged, developed and managed. In this context, culture helps to define and understand an organisation and how it works and manages. Organizational culture is a shared value system derived over time that guides members as they solve problems, adapts to the external environment, and manage relationship (Schein in Wooten and Crane 2003, Vol. 21(6), p.276). OrganisationalRead More Organizational Culture of Alibaba 1463 Words   |  6 Pagesestablished a strong company organizational culture based on a shared mission, vision and value system as the cornerstone of the company and its subsidiaries. They respect the spirit of entrepreneurship, innovation, and focus on meeting the needs of their customers. According to the founder, Jack Ma (August,2013), Alibaba’s organizational culture can be summarized with four simple words: openness, transparency, sharing, and responsibility.It is thank to the organizational culture, Alibaba has launched aRead MoreOrganisational Culture And Organizational Culture1730 Words   |  7 PagesOrganisational culture refers to ‘the shared beliefs and values guiding the thinkin g and behavioural styles of members’ (Cooke and Rousseau, 1988, in Bratton 2010: 334), indicating that employees who accept the common values of an organisation and put great effort on commitments are likely to build up a strong culture to an organisation. Edgar Schein (2004) proposed three levels of organisational culture. As employees go through changes, they gain experiences from the past, adapt to a new environmentRead MoreOrganizational Culture Essay1812 Words   |  8 PagesOrganizational Culture Organizations have personalities like individuals and like individuals, they have enduring and stable traits that help us predict their attitudes and behaviors. An organization’s culture may be hard to define but it has a major impact on the behavior of individuals in the organization. To understand one’s behavior in an organizational culture it helps to understand the dominant culture in an organization and to figure out how individuals come to learn that culture and howRead MoreThe Term Organizational Culture Essay2100 Words   |  9 PagesIntroduction A look at simply a couple of works that utilization the term organizational culture will uncover huge variety in the meaning of this term and much all the more in the utilization of the term society has no altered or extensively importance even in human sciences, however variety in its utilization is particularly discernible in the writing on hierarchical society. This is mostly identified with solid contrast in the reason and profundity of books and articles. Be that as it may, likewiseRead MoreThe Organizational Culture of Quinlans3389 Words   |  14 PagesThe Organizational Culture of Quinlans Introduction Quinlan has been UK’s foremost retail giant for a long period of time. By end of 1998 there was evidence of a crisis and since then the company has been on a decline. The company has been ignoring market changes and trying to maintain its corporate image and identity. This has caused the customers to drift to more fashionable brands causing huge loss of business to Quinlan. Presently the company is on a restructuringRead MoreDefining Organizational Culture : An Organization2382 Words   |  10 PagesDefining Organizational Culture With numerous meanings given to organizational culture, scholars claim that the field is grounded in the shared assumptions, attitudes, and behaviors accepted and enacted by employees within an organization, which affect its performance and overall welfare (Belias Koustelios, 2014). Another widespread definition of organizational communication often used by organizational scholars states that: â€Å"Organizational culture is the pattern of basic assumptions that a groupRead MoreQuestions On Organizational Culture And Leadership914 Words   |  4 PagesSchein, E (1992). Organizational Culture and Leadership. 2nd ed., San Francisco, CA: Jossey-Bass Edgar Schein outlines those characteristics in better understanding and assessing the culture and climate of an organization. A lot energy and emphasis is focused on the identification and application of an organization’s guiding principles. Schein suggests that our guiding values and principles are important, but it is in the organizations structure, culture, action that describes the true character

Key Components And Motivations Behind Business Administration

The point of this report is to show the striking angles in business administration. This report will likewise incorporate the key components and motivations behind business administration; it will likewise incorporate an assessment of two diverse hierarchical structures with regards to business associations. It will then comprise of an assessment of the parts of administration, their styles inside business circumstances, and a clarification of the part of administration data frameworks in basic leadership. 1.1 Business administration is the association and coordination of exercises inside a business so as to accomplish characterized targets. Business administration comprises of making a corporate strategy, arranging, arranging,†¦show more content†¦Imprints and spencer are inside the tertiary area of the UK economy utilizing more than 65,000 individuals. 2.2 Imprints and spencer s preferences in authoritative structure: †¢ Increased correspondence amongst administration and workers †¢ Increased camaraderie as there a less chain of orders which permits collaboration between representatives in the distinctive layers. †¢ decreased administration and an abatement in the time taken for choices to be made †¢ A diminishment in the expenses as there are decreased administration layers as workers at larger amounts hope to be paid more. Imprints and spencer s impediments in association structure: †¢ Employees may have more than one administrator as there are numerous supervisors at the same level inside the association which may ruin the development of the association as chiefs have a wide traverse of control. †¢ A absence of layers may thwart open doors for development inside abnormal state key administration. 2.3 In opposite, Tesco, additionally a general store in the tertiary part of the UK economy, of which utilize 517,802 individuals as of Dec 2016. Tesco s authoritative structure is a tall structure whichShow MoreRelatedThe Importance Of Venture Management1211 Words   |  5 Pagesplanning to execution phases For over the years, Venture administration advancement, preparing, and writing have concentrated on venture arranging, booking, and assets administration. Generally utilized strategies, for example, PERT outlines, basic way, and bar graphs have turned out to be practically synonymous with venture administration. Be that as it may, apparatuses cant supplant considering. Refocusing consideration from devices to key deduction will require a lot of exertion and assurance.Read MoreThe Expectancy Theory And Critically Evaluate The Following Statement1349 Words   |  6 PagesIntroduction Business productivity has been a focus of many studies over the past few decades as businesses strive to continuously improve and become more efficient. One of the key concepts behind productivity is utilising one of the main resources, people, in the best ways possible. Organisations have to analyse employees‘ behaviour to be able to ensure that they are working effectively and this can be done through focusing on their motivation. Motivation aims to explore the reasoning behind people’sRead MoreHuman Resource Manager For 16 Years From Nepal Bangladesh Bank1415 Words   |  6 PagesMrs. Koirala, NB Bank headquarter in Kathmandu, Nepal, has over 500 permanent employees and 100 temporary employees in their organization. Her duties and responsibilities is to propose the management team how to deliberately manage individuals as business assets. This incorporates managing recruiting and hiring employees, planning employee’s advantages and recommending training and de velopment policies. She prompt directors and chiefs how to relegate workers to distinctive parts in the associationRead MoreImpact Of Quality Management In Tourism1435 Words   |  6 Pages and understudies) see quality administration in an inn as incentive for cash, agreeable room, cordial staff and great nourishment. Additionally, the study demonstrates that the lions share of lodgings in Thessaloniki and Chalkidiki offer great administrations. Regardless of this reality, there is dependably space for advance change and brilliance of the cordiality administrations. Different aftereffects of the overview uncover that the most imperative components for an inns future visitor fulfillmentRead MoreFiguring Framework Essay1543 Words   |  7 Pagescontrol. The requirement is for the most part in view of distinguishing proof and verification of asking for people over a put stock in physical way and on monitoring the procedures they are controlling. In the Web most connections including business exchanges happen between outsiders, due to billions of unconstrained clients and the way that a large portion of them dont share a typical security space. In this way, Web constitutes a worldwide figuring framework in which substances needRead MoreAudit And It Audit Industry Terms1498 Words   |  6 Pagesregulators, stakeholders, administrators, and managers rational assurance that financial statements are precise and complete. The purpose of a financial statement audit is to add believability to the reported budgetary position and execution of a business. The Securities and Exchange Commission requires that all substances that are freely held must record yearly reports with it that are inspected. Thus, moneylenders commonly require a review of the budgetary articulations of any substance to whichRead MoreThe Importance Of Quality In Advanced Education1320 Words   |  6 Pagesaudit uncovered that surveying quality in optional schools has been an unexplored region, and where most instructive administration quality research thinks about have essentially focussed on evaluating quality from an understudys point of view in advanced education, becomes an integral factor with a two-overlay objective: to begin with, to recognize the quality measurements most key to understudies in a creating nation, for example, Jordan, and after that to build up a system comprising of these measurements;Read MoreTelecom Corporation of New Zealand Limited Essay1044 Words   |  5 Pagestelcos on the planet to be completely privatized. On 30 November 2011, Telecom demerged into two totally separate, openly recorded organizations; a retail benefits supplier (Telecom) and a system administrations administrator (Chorus). Structural partition of Telecoms retail business from the business that claims and works the Fiber-To-The-Premise (FTTP) system was an essential for cooperation in the Governments Ultra-Fast Broadband plan (UFB). Today, Telecom has a noteworthy level of operationalRead MoreThe Marketing Of Marketing Mix Essay1145 Words   |  5 Pagesthrough e-business or an online shop. †¢Price – The Product ought to dependably be seen as speaking to great quality for cash. This doesn t as a matter of course mean it ought to be the least expensive accessible; one of the principle precepts of the advertising idea is that clients are generally glad to pay somewhat more to something that works truly well for them. †¢Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in later times, Social Media are all key specializedRead MoreQuestions On Information And Programming1638 Words   |  7 Pagesincorporate venture applications and Web administrations. (b)Compare and differentiate the definition you found with the definition in the course message/slides Definition from Internet: Middleware is a general term for programming that serves to paste together independent, regularly intricate and as of now existing, programs. Some product segments that are as often as possible associated with middleware incorporate venture applications and Web administrations Definition from the course message:

The Fall Of The House Of Usher By Edgar Allan Poe

â€Å"The Fall of the House of Usher† â€Å"The Fall of the House of Usher† by Edgar Allan Poe is an ominous tale, told in retrospect, of a man who visited an old friend, Roderick Usher, who was dying of a mental illness. This visit was quite different then how the narrator believed it would be. The narrator explained the â€Å"insufferable gloom† he felt when he saw the mansion, and this dreary feeling only grew stronger the longer he stayed (Poe 1265). The narrator endured the bleak time with his old friend whose condition only worsened. Roderick’s sister was ill as well and eventually died. They buried her in the basement only to have her crawl out alive days later. This shock scared Roderick to death while the sister’s illness finally took her life. The narrator ran out of the mansion completely unnerved as the House of Usher crumbled to the ground. The opening line portrays the setting of the story as a â€Å"dull, dark, and soundless day in the autumn of the year, when the clouds hung o ppressively low in the heavens† (Poe 1265). Besides this sentence, the reader doesn’t really get a strong sense of where and when the story is taking place. The lack of knowledge of time and space gives the story an eerie tone, and leaves plenty of room for the mind to wonder and fill in the gaps. Poe’s wording also help set the tone of the story. Some words he used to describe the House of Usher were oppressive, importunate, and the â€Å"insufferable gloom that pervaded his spirit† (Poe 1265). These wordsShow MoreRelatedThe Fall Of The House Of Usher By Edgar Allan Poe1570 Words   |  7 Pagesingenious Edgar Allan Poe. A prime example of Poe’s spectacular work with single effect would be in the classic short story â€Å"The Fall of the House of Usher† which was published in 1839 and holds much critical acclaim. In the story, the narrator visits an old, mentally disintegrating friend and his dying sister in a house that invokes anxiety wit h mere proximity. While the whole tale is wrought with single effect, the most defining creepiness of the story was brought to life through Roderick Usher. ThroughRead MoreThe Fall Of The House Of Usher By Edgar Allan Poe Essay1333 Words   |  6 PagesEdgar Allan Poe is known for his poetry and short stories especially his tales of mystery and morbidity he was one of the countries first practitioners of short stories such as the Fall in the House of Usher many of his poems and short stories is said to have been inspired by Poe’s real and tumultuous life, in â€Å"The Fall of the House of Usher† Edgar Allan Poe uses sound, feeling and sight imagery to create and explore an atmosphere of horror and to convey to the reader the idea that fear coalescedRead MoreThe Fall Of House Of Usher, By Edgar Allan Poe1603 Words   |  7 Pagesshown in the previous paragraphs of Cole and Poe, they are very different people who have had contrary life experiences . Yet their works are still very similar. To further prove my case I shall use some of their works as examples. Edgar Allan Poe s â€Å"The Fall of House of Usher† and Thomas Cole s â€Å"Vesper Hymn† will be the first two works of art that are comparable. Poe s â€Å"The Fall of House of Usher† possesses all of the Gothic elements like a haunted house, dreary landscape, unknown sickness, andRead MoreThe Fall of the House of Usher by Edgar Allan Poe1438 Words   |  6 PagesThe Fall of the House of Usher by Edgar Allan Poe The mind is a complicated thing. Not many stories are able to portray this in such an interesting manner as in Edgar Allan Poes The Fall of the House of Usher. The haunting story of a man and his sister, living in the old family mansion. But as all should know, much symbolism can be found in most of Poes works. The Fall of the House of Usher is no exception. First of all, we have the symbolisme of Roderick Ushers mind and the House ofRead MoreThe Fall Of The House Of Usher By Edgar Allan Poe1216 Words   |  5 PagesEdgar Allan Poe is a famous short story writer who writes many short stories, novels, and poems in the 19th century. Although he is obviously a very prolific writer, he is most famous for his macabre literature. This literature of his is best known for its melancholy descriptions that establish a setting and mood that contribute to the overall tale. Poe’s goal through his literature is to evoke horror into the reader’s mind. In â€Å"The Fall of The House of Usher,† Poe presents the demise of a distinguishedRead MoreThe Fall of the House of Usher by Edgar Allan Poe668 Words   |  3 PagesThe Fall of the house of Usher Literary Analysis A â€Å"Royal house† refers to the Royal family’s members. The house becomes a representation of the family as the reputation of the house relies on the family’s actions and status. The Usher family was at one time a great family in the upper tier of society which is why they titled their family and home â€Å"the house of Usher.† Edgar Allan Poe uses this symbol to draw in the reader by giving the house of Usher human like characteristics similar to Lady MadelineRead MoreThe Fall of the House of Usher by Edgar Allan Poe946 Words   |  4 PagesEdgar Allan Poe is known for the suspenseful and mysterious nature in his short stories, and to achieve this he uses repetitive symbolism. In the â€Å"Fall of the House of Usher†, the narrator gets a letter from an old friend saying that he needs his help. When he arrives he starts to hear voices that eventually cause the house to fall and results in the death of usher and Madeline. Poes â€Å"The fall of the House of Usher† portrays a melancholy setting and utilizes a motif of the supernatural, howeverRead MoreThe Fall Of The House Of Usher By Edgar Allan Poe896 Words   |  4 PagesEdgar Allen Poe is well-known for his frightening and disturbing short stories. He portrays his characters in unforeseen circumstances that create an eerie atmosphere, and this then leads to unsettling actions. In his famous short story, The Fall of the House of Usher, Edgar Allan Poe utilizes dark mood, dreary allegory, and mysterious symbolism to create the thrill and suspense. The mood of the characters set the intensity of fear and gloom, while the story of the Ushers follows psychologicalRead MoreThe Fall Of The House Of Usher By Edgar Allan Poe1104 Words   |  5 PagesThe Fall of the House of Usher Edgar Allan Poe is best known for his unnerving and suspenseful writings, and â€Å"The Fall of the House of Usher† is no exception. Just like Poe’s other clever writings, â€Å"The Fall of the House of Usher† portrays a sense of fear and paranoia yet also a touch of curiosity with his extraordinary descriptions about the setting and characters, along with the tone. Poe does a magnificent job creating an eerie tone while describing the setting. Even in the first paragraph ofRead MoreThe Fall of the House of Usher, by Edgar Allan Poe785 Words   |  4 Pagesis a relation which relates itself to its own self.† I understand The Fall of the House of Usher in these terms; the story is a description of the sick self, the sick spirit, the mortally morbid human. The title provides a reasonable summary of the story: the subject is the House of Usher and what happens to the House is a fall. That would be simple enough, but matters are complicated by the fact that the phrase â€Å"House of Usher† has more than one meaning; the phrase can mean, â€Å"both the family and The Fall Of The House Of Usher By Edgar Allan Poe The Fall of the House of Usher Edgar Allan Poe is best known for his unnerving and suspenseful writings, and â€Å"The Fall of the House of Usher† is no exception. Just like Poe’s other clever writings, â€Å"The Fall of the House of Usher† portrays a sense of fear and paranoia yet also a touch of curiosity with his extraordinary descriptions about the setting and characters, along with the tone. Poe does a magnificent job creating an eerie tone while describing the setting. Even in the first paragraph of his short story, he captures all of the narrator’s views and gives the reader a great scene to visualize. â€Å"During the whole of a dull, dark, and soundless day in the autumn of the year, when the clouds hung oppressively low in the heavens, I had†¦show more content†¦This old room might have just been one that Roderick or Madeline hardly ever went in, and the items in it were misplaced and deserted after years; so the ‘atmosphere of sorrow’ that the narrator conveyed could be a figment of imagination. Poe not only describes the setting with great word choice and detail, but he also describes the characters just as well. Poe continues with his tone of fearfulness and a hint of curiosity while describing the characters in his short story. When the narrator goes to Roderick’s side during the haunting times of Madeline’s death; his personality falters and is diminished while the fear and insanity overtakes his mind. Poe portrays Roderick’s emotions and physical appearance by using great word choice and continuing a theme of being paranoid all the time is actually worse then what you actually fear. â€Å"And you have not seen it?’ he (Roderick) said abruptly, after having stared about him for some moments in silence-- ‘you have not then seen it?-- but, stay! you shall.† Thus speaking, and having carefully shaded his lamp, he hurried to one of the casements, and threw it freely open to the storm.† Roderick is in a state of hysteria because he claims to have seen things that the narrator has not. He seems to be in a frenzy to show the narrator that he is not crazy, andShow MoreRelatedThe Fall Of The House Of Usher By Edgar Allan Poe1570 Words   |  7 Pagesingenious Edgar Allan Poe. A prime example of Poe’s spectacular work with single effect would be in the classic short story â€Å"The Fall of the House of Usher† which was published in 1839 and holds much critical acclaim. In the story, the narrator visits an old, mentally disintegrating friend and his dying sister in a house that invokes anxiety with mere proximity. While the whole tale is wrought with single effect, the most defining creepiness of the story was brought to life through Roderick Usher. ThroughRead MoreThe Fall Of The House Of Usher By Edgar Allan Poe Essay1333 Words   |  6 PagesEdgar Allan Poe is known for his poetry and short stories especially his tales of mystery and morbidity he was one of the countries first practitioners of short stories such as the Fall in the House of Usher many of his poems and short stories is said to have been inspired by Poe’s real and tumultuous life, in â€Å"The Fall of the House of Usher† Edgar Allan Poe uses sound, feeling and sight imagery to create and explore an atmosphere of horror and to convey to the reader the idea that fear coalescedRead MoreThe Fall Of House Of Usher, By Edgar Allan Poe1603 Words   |  7 Pagesshown in the previous paragraphs of Cole and Poe, they are very different people who have had contrary life experiences . Yet their works are still very similar. To further prove my case I shall use some of their works as examples. Edgar Allan Poe s â€Å"The Fall of House of Usher† and Thomas Cole s â€Å"Vesper Hymn† will be the first two works of art that are comparable. Poe s â€Å"The Fall of House of Usher† possesses all of the Gothic elements like a haunted house, dreary landscape, unknown sickness, andRead MoreThe Fall of the House of Usher by Edgar Allan Poe1438 Words   |  6 PagesThe Fall of the House of Usher by Edgar Allan Poe The mind is a complicated thing. Not many stories are able to portray this in such an interesting manner as in Edgar Allan Poes The Fall of the House of Usher. The haunting story of a man and his sister, living in the old family mansion. But as all should know, much symbolism can be found in most of Poes works. The Fall of the House of Usher is no exception. First of all, we have the symbolisme of Roderick Ushers mind and the House ofRead MoreThe Fall of the House of Usher by Edgar Allan Poe668 Words   |  3 PagesThe Fall of the house of Usher Literary Analysis A â€Å"Royal house† refers to the Royal family’s members. The house becomes a representation of the family as the reputation of the house relies on the family’s actions and status. The Usher family was at one time a great family in the upper tier of society which is why they titled their family and home â€Å"the house of Usher.† Edgar Allan Poe uses this symbol to draw in the reader by giving the house of Usher human like characteristics similar to Lady MadelineRead MoreThe Fall Of The House Of Usher By Edgar Allan Poe1216 Words   |  5 PagesEdgar Allan Poe is a famous short story writer who writes many short stories, novels, and poems in the 19th century. Although he is obviously a very prolific writer, he is most famous for his macabre literature. This literature of his is best known for its melancholy descriptions that establish a setting and mood that contribute to the overall tale. Poe’s goal through his literature is to evoke horror into the reader’s mind. In â€Å"The Fall of The House of Usher,† Poe presents the demise of a distinguishedRead MoreThe Fall of the House of Usher by Edgar Allan Poe946 Words   |  4 PagesEdgar Allan Poe is known for the suspenseful and mysterious nature in his short stories, and to achieve this he uses repetitive symbolism. In the â€Å"Fall of the House of Usher†, the narrator gets a letter from an old friend saying that he needs his help. When he arrives he starts to hear voices that eventually cause the house to fall and results in the death of usher and Madeline. Poes â€Å"The fall of the House of Usher† portrays a melancholy setting and utilizes a motif of the supernatural, howeverRead MoreThe Fall Of The House Of Usher By Edgar Allan Poe896 Words   |  4 PagesEdgar Allen Poe is well-known for his frightening and disturbing short stories. He portrays his characters in unforeseen circumstances that create an eerie atmosphere, and this then leads t o unsettling actions. In his famous short story, The Fall of the House of Usher, Edgar Allan Poe utilizes dark mood, dreary allegory, and mysterious symbolism to create the thrill and suspense. The mood of the characters set the intensity of fear and gloom, while the story of the Ushers follows psychologicalRead MoreThe Fall Of The House Of Usher By Edgar Allan Poe1159 Words   |  5 Pagesâ€Å"The Fall of the House of Usher† â€Å"The Fall of the House of Usher† by Edgar Allan Poe is an ominous tale, told in retrospect, of a man who visited an old friend, Roderick Usher, who was dying of a mental illness. This visit was quite different then how the narrator believed it would be. The narrator explained the â€Å"insufferable gloom† he felt when he saw the mansion, and this dreary feeling only grew stronger the longer he stayed (Poe 1265). The narrator endured the bleak time with his old friend whoseRead MoreThe Fall of the House of Usher, by Edgar Allan Poe785 Words   |  4 Pagesis a relation which relates itself to its own self.† I understand The Fall of the House of Usher in these terms; the story is a description of the sick self, the sick spirit, the mortally morbid human. The title provides a reasonable summary of the story: the subject is the House of Usher and what happens to the House is a fall. That would be simple enough, but matters are complicated by the fact that the phrase â€Å"House of Usher† has more than one meaning; the phrase can mean, â€Å"both the family and

Marketing Principles and Strategies

Question: Discuss about the Marketing Principles and Strategies. Answer: Inroduction: It involves dividing a market place into slices or different segments based on their level of homogeneity, common features and value offer feature. Various types of segmentation can be: (Kotler et al, 2010) Geographic segmentation: This type of segmentation is based on location of individuals and divides them based on where they are. It can be in terms of countries, states, regions and local as well. Kelloggs has adopted national level geographic segmentation in Australia with an aim to cover as much geographical region as possible to cater to all kinds of people and serve their health as well as nutritional needs by offering healthy breakfast option to them. (Kelloggfoodservice, 2016) Demographic segmentation: This type of segmentation is based on various demographics i.e. human characteristics and how they differentiate from one another. It can include characteristics like age of a person, his/her level of education, level of income, gender and so on. Kelloggs has segmented the market mainly on the basis of gender wherein it focusses on women and children more as compared to men. Also, it has used level of income of its customers as a way of segmenting by keeping the prices of its products reasonably low so that it can be purchased by all income groups. (Brewer, 2011) Psychographic segmentation: This type of segmentation is done on the basis of values that people possess, their lifestyle, various activities that they indulge in as well as their interests and opinions, to name a few among many others. Kelloggs has used this segmentation to create homogeneous groups of people who have similar way of leading their life and have relatable value system. For example, Kelloggs Special K is targeted at those women who are health conscious and generally undertake various activities to reduce fat and carbohydrates from their body by way of exercising or any other method. (Lam, 2012) Benefit segmentation: This type of segmentation is based on the benefits (generally perceived) which your product or service is capable of providing to different interest groups and consumers. Kelloggs has used this segmentation on the basis of various benefits that its products provide and has segmented the market based on that. For example, Kelloggs Special K gluten free aims at giving nutritional benefits by making the product gluten free and reducing sat fat to only 0.3g. (Kelloggs, 2016) Usage rate segmentation: It is a type of behavioural segmentation and divides the market into non-users (dont use the product at all), light (use of product is infrequent), medium (use of product is average) and heavy (use of product is high) users of the product based on their usage of the same. Kelloggs has used this to give extra incentives in terms of discounts to heavy users and identify light and non-users of its products to come up with strategies which can aid Kelloggs to convert them into at least medium users, if not heavy. (Cahill, 2011) Targeting It focusses on identifying the target market or target population based on above mentioned segmentations to focus on those concentrated markets which are in lieu with companys product offering and objectives instead of all the markets to save time, money and resources. (Kotler et al, 2012). Kelloggs has mainly targeted: Women, who are health conscious and look for reduced fats and sugar in their consumables to main their figure by offering products like Kelloggs Special K products like Protein bliss bites, Protein crunchy 3 grain granola, Special K Nourish etc. and also handing them free fitness trackers on purchase of three Special K products. (Ausfoodnews, 2016) Children, by offering tasty yet nutritional products like choco pops, crunchy nut etc. Office going population, who are often in a hurry to leave home early in the morning and Kelloggs acts as their saviour by offering nutritional as well as healthy breakfast which is quick to prepare and consume, aiding them to save time and also have a healthy meal in the morning. (Armstrong, 2009) Positioning It is a way of creating an image of the product in the minds of people about the product which is unique, distinct and differentiated as compared to what is offered by its competitors. A good positioning can often be the main differentiator between two companies in terms of sales and revenue. Kelloggs has tried to position its products as nutritious, healthy and tasty which offer superior value to customers. This positioning has worked very well for the company and is well backed by the quantum of products that it offers making it one of the most profitable companies not only in Australia, but rest of the world as well. (Mohapatra, 2013) Conclusion From part A of the project, we can conclude that better understanding of consumer decision making process can help us in attaining a good market share and taking swift decisions in regards to their behaviour and activities. Many factors like cultural, social, individual, psychological etc. can aid us in achieving the same. We also learned how Kelloggs performs in regards with Maslows need hierarchy theory wherein consumers needs are divided into five levels based on their relative occurrence levels. As seen, Kelloggs proves potent to satisfy four out of those five needs, which are basic and physiological needs, security and safety needs, esteem needs and self-actualisation needs. From part B of the project, which discussed about segmentation targeting and positioning strategies of Kelloggs, we learned how segmenting a market plays a crucial role in determining our target audience based on common features or homogeneous traits. After proper segmentation of market, a company can target its intended group better which can help it cut down on cost and time constraints as wastage of resources, manpower and marketing efforts are drastically reduced since our target audience is well known to us. The last part of this talks about positioning of our product in consumers mind which as discussed, has to be done in such a way that it can occupy a crucial space which should be difficult to hinder by the competitors no matter how hard they try. Once a company is able to successfully achieve the above mentioned points, it can compete with practically anyone for a big share of the pie, which in this case is market share and a permanent place in consumers heart. References Kelloggs.com. (2016). Kellogg's Official Website | Breakfast, Snacks, Recipes, Cereal. [Online] Available at: https://www.kelloggs.com/en_US/home.html [Accessed 14 Sept. 2016]. Kelloggfoodservice.com.au (2016). Quick view | Kelloggs food service. [Online] Available at: https://www.kelloggfoodservice.com.au/en_AU/quick-view.html [14 Sept. 2016] Ausfoodnews.com.au (2016). Cereal | Australian food news [online] Available at: https://www.ausfoodnews.com.au/tag/cereal [Accessed 14 Sept, 2016] Mohapatra, C. (2013). STP and marketing strategies [Blog] Available at: https://chandanmohapatra.blogspot.in/2013/10/stp-and-marketing-strategies.html [Accessed 14 Sept. 2016] Kotler, P, Keller, K.L., Koshy, A. and Jha, M. 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