Which is bigger Feel the Fear or The Giant Essay - 2

Which is bigger Feel the Fear or The Giant - Essay Example The accurate and appropriate calculations including all the steps of arriving at the right answers are given in the report analysis section (Berry et.al 1995 pp24). The conclusion part will discuss and comment on the results obtained in the entire investigation. Mathematical modelling is the process of using the concepts of mathematics, as well as its language as a system of description (Berry et.al 1995 pp24). A model of mathematics is the idea of representing the relationship between numerous variables that are significant to a given question or problem. The model is used to solving and provide accurate answers to the given problems or situation. The process uses mathematics to solve situations and problems (Berry et.al 1995 pp24). The model guides the solver to find the answers to the questions asked. The modelling is used for a number of aspects including a description of phenomena in the real world, investigation of the observed world and its issues and questions, idea test and predict the real world among others. Questions one and two deals with the calculations of the maximum and the minimum height. The two questions are essential to the report since they determine the achievement of one of the most important research questions. The other questions, i.e. three and four all lie under the same topic of maximization and minimization. Question three finds the area and question four determines the length or the dimensions of the box. To conclude, the investigation gave the results and the data as expected. The mathematical is relevant to the calculations and analysis section of the report. The process of analysis was used in the report to find accurate answers to the mathematical problems in the report. Using the main ideas in the modelling process such as formulation and analyzing among others. The answers found are accurate and gives a general answer to the research questions. They play the analysis part in the report. The answers include the

Individual Development Paper Essay Example | Topics and Well Written Essays - 750 words

Individual Development Paper - Essay Example The ability to understand what the other is going through helps in all the segments of our waking life and livelihood like management, sales, marriage and parenthood. Strengthening this aspect of my emotional intelligence would really mean that I have already taken care of the earlier three aspects of emotional intelligence. Goleman opines that empathy builds on self-awareness. People who cannot read their own emotions are alexithymic, they are confused and bewildered about their own and other peoples' feelings. I suspect that I am a bit of an alexithymic myself. Once during my adolescence my house was flooded, I remember that I did not react at all and continued doing whatever I was doing instead of panicking and controlling the situation. At that time I thought I was rather cool, but now I realize that I was too detached and cold (not cool as I had earlier thought). Had I been empathetic I would have perhaps cried yet swung into action for either throwing out the water or stemming the source. This cold trait has surfaced time and again in my dealing with my business employees as well. I am not able to comprehend when they drop work due to personal emergency. It seems to me that work has less priority in their life than their domestic troubles. I am able to now understand why my subordinates find it difficult to confide in me, why I am usually am the last to know about the problems brewing in the environment. Root cause of this shortcoming is that I need to have empathy towards others. The plan is to improve my cognitive skills which will include: Set a role model. There are a number of people I know who are naturally empathetic towards others. I will have an inner voice mapping my emotions or lack of them against those of the role models. It would be easy to emulate them initially whenever I feel emotionally blank. Self-motivation- I will reinforce my behavior by constantly conducting an inner conversation with myself, to help me manage challenges or difficult situations. Learning social cues - I will try to see my self as part of a larger social fabric and try to react to situations from community's point of view. Recognize facial expressions, tone of voice and gestures and anticipate other person's state of mind. Others too- Try to understand from others perspective too and see if my state of mind is broad enough to take a just decision or too narrow that I am considering only myself in the outcome. Listen sympathetically - Not to interrupt or contradict till the speaker has finished and his /her message is understood completely. Maintain eye contact, gesture warmly and keep relaxed at all times. The key to know if my plan has worked is the enhancement of following traits in my personality: More responsible and assertive without being abusive More popular and dynamic Enjoy meeting others and help in solving their problems Greater understanding of others perspective and being more concerned Better at resolving conflicts, rather than being the cause of conflicts. Subordinates become friendlier and confide in me. The basic competency needed to develop empathy is self awareness. It means that I have to have the ability to recognize my own feelings. I have to be open and clear about my emotional reactions to different situations. I have to be motivated to develop empa

The purpose of sampling Essay Example for Free

The purpose of sampling Essay DQ 1: What is the purpose of sampling? What are some concerns and dangers of sampling? How important is the sample design to data validity? Explain. Provide an example where a sample might misrepresent data validity. DQ 2: What are some examples of operational definitions in research design within your profession? General Questions General General Questions QNT 561 All Week 2 Assignments – Business Research Methods Part 1 Includes: Week 2 Discussion questions 1, 2 Week 2 Learning team assignment Week 2 practice problems Week 2 Central Limit Theorem and Confidence Intervals Week 2 Business Research Methods, Part I as described below Identify and analyze a research question that applies to your organization. Prepare a 350- to 700-word milestone. Choose an organization with which your team is familiar. Develop a research question arising from an organizational dilemma. Make sure you define the problem. Determine an appropriate research design. Describe its characteristics, such as independent and dependent variables, operational definitions, and so forth. Identify a sample design to use for collecting data. Format your paper consistent with APA guidelines. Be careful about submitting your initial draft. Allow yourself sufficient revision time. Rather than just proofreading, create a second draft. Then, proofread this draft and make any needed changes. This will ensure that no errors have been overlooked and that the quality of the writing is high. In this pack of QNT 561 Week 2 Discussion Questions you will find the next information: DQ 1: What is the purpose of sampling? What are some concerns and dangers of sampling? How important is the sample design to data validity? Follow the link to get tutorial https://bitly.com/10tANTB Be careful about submitting your initial draft. Allow yourself sufficient revision time. Rather than just proofreading, create a second draft. Then, proofread this draft and make any needed changes. This will ensure that no errors have been overlooked and that the quality of the writing is high. General Questions General General Questions QNT 561 All Week 2 Assignments – Business Research Methods Part 1 Includes: Week 2 Discussion questions 1, 2 Week 2 Learning team assignment Week 2 practice problems Week 2 Central Limit Theorem and Confidence Intervals Week 2 Business Research Methods, Part I as described below Identify and analyze a research question that applies to your organization. Prepare a 350- to 700-word milestone. Choose an organization with which your team is familiar. Develop a research question arising from an organizational dilemma. Make sure you define the problem. Determine an appropriate research design. Describe its characteristics, such as independent and dependent variables, operational definitions, and so forth. Identify a sample design to use for collecting data. Format your paper consistent with APA guidelines.

The International Globalization Vs Local Brands Fashion Essay

The International Globalization Vs Local Brands Fashion Essay Introduction: Globalization is an inevitable phenomenon that is leading the entire world towards becoming one market, a global village. With the world becoming a single market, globalization has had a major contribution in enabling the organizations worldwide to step out of the restricted domestic markets and to set up their operations across the globe with confidence. This has largely led to a decline in the importance in national borders and a greater emphasis on what the consumers actually demand; be the consumers located in the very country in which the organization exists or an entirely different part of the world. Globalization has had a huge impact on the branding strategies of international companies. Since the early 1990s many multinational companies, such as Unilever have moved from a multi domestic to a global marketing approach including global branding strategies (Schuiling and Kapferer 2004). Increased consumer knowledge and awareness have played an important role towards this globalization of markets and escalating the power of global brands such as Pepsi, Apple etc. As the competition in global arena increase, organizations find it important to serve international consumers along with local ones to achieve competitive advantage. However for some products and services the tastes and preferences of consumers in different nations are beginning to converge on some global norm (Holt 2002). From a consumer perspective, however, reactions to the prevalence of global brands seem to vary among the different customers. On the one hand, consumers seem to value and admire global brands and regard such brands as a status symbol. On the other hand, global brands are often criticized for threatening the local differences and leading to a loss of cultural identity. Since the trend of consumption by our people is changing, people are becoming more prone to buying the international brands rather than the local ones. Consumers feel proud in purchasing imported goods and this has increased the power of international brands. Apart from just focusing on where the product has actually been produced, consumers consider various other factors when making purchasing decisions. It has been noted that consumers are reluctant to buy goods made in less developed countries as they perceive them to be low in quality. Brands have also been perceived as being a status symbol and this thinking is most common in young people. Literature review There have been a number of researches done on brands. A definition of a brand by The American Marketing Association (AMA) in the 1960s (Keller, 1998) is â€Å"a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competitors.† Research has proven that consumers use brands to help them make decisions about the product they choose (Ger et al., 1993). De Chernatony and McWilliam (1989) stated that successful brands, be it domestic or international, will have some unique proposition that is satisfying consumer needs. Powerful branding will also have a positive impact on consumer franchises. As Kolter et al. (2002) suggests that powerful brands command a strong brand loyalty from their consumers where these consumers perform in a repeated buying and ignore alternative brands that may be at lower prices. Recent researches suggests that influences on foreign product evaluations may be considerably complex, resulting from an interaction of various different factors such as ethnocentrism, price, perceived quality, country of origin, status, fashion consciousness, advertising campaigns etc. Ethnocentrism Research by Kinra (2006) states that ethnocentrism, which is a psychological construct which a makes a product more favorable in the minds of the consumers simply because bit is made in their own country. Ethnocentrism is when consumers think their culture to be superior to other cultures (Summer, (1906:13). Highly ethnocentric individuals tend to accept things culturally similar and reject things culturally dissimilar (Crawford and Lamb, 1981; Heslop et al., 1998; Wang and Lamb, 1983). In a study conducted by Lantz and Loeb (1996) which focused on the relationship between consumer ethnocentrism and imported/international products, also found out that consumers who are highly ethnocentrism have more positive attitudes toward products from countries with similar cultures. Highly Ethnocentric consumers believe that purchasing local brands promotes patriotism and they accuse foreign brands of being a potential threat to countrys economy and employment level. They also prefer local brands because of their better understanding of local needs. Quality Quality is a trait which is very hard to define, because it is a very subjective term. Perceived quality is the perception of a consumer about a products excellence. Research proves that most consumers perceive international brands to be of higher quality and greater prestige.(e.g., Nguyen, Barrett and Miller 2005; Steenkamp, Batra and Alden 2003). If a brand is perceived as globally available, consumers are likely to attribute a superior quality to the brand, since its international acceptance is seen as a sign of its high quality. (Han 1989) According to Iglesias and Guillen (2004), consumers pass five phases of purchase process and the first phase is that the consumer perceives the product with the consideration of its availability, quality, price and the marketing activities. The consumers will make a comparison between brands to other alternatives and then make a decision. This will then either leads to the action of purchase or not to purchase that certain product from a certain brand. Country of origin he country of origin will also have a deep impact on the consumer preferences. The country of origin effect has been defined as influences, be it positive or negative, that a products country of manufacture may have on consumers decision (Elliott and Cameron, 1994). It is related to different stereotypes which are attached to a countrys product by consumers. Majority of the studies have supported a strong direct relationship between the â€Å"made -in† label and perceived quality of the product.. The findings indicate that consumers hold stereotyped images of certain countries and that these images affect their perceptions about the country. These stereotypes vary from country to country. Products from developed and highly industrialized countries are evaluated more positively than products from developing countries. Moreover, attitudes and perceptions of consumers toward brands and products will depend on categories, for instance, electronic goods from Italy may be perceived as a poor quality but Italian clothing would be perceive as fashionable and high quality (Bikey and Nes, 1982). This would be differently perceived with Japanese brands as Japanese electronic goods would be perceive with positive attitudes and Japanese clothing will be negatively perceived. Price Price is considered one of the most important factors affecting the consumer perceptions of a brand or product (Hansen, 2005). Researchers found out that once consumers perceive a price difference between local-owned and foreign-owned brands, price dissimilarities begin to affect their preference for local-owned brands. Therefore it is imperative that we test the impact of price against consumers ethnocentric tendencies to determine at what point price becomes more important to consumers than all the other factors mentioned. Consumers need a reference price as a cue for evaluating the price of an observed product/service. There are two forms of reference price an internal one that resides in consumers memory (e.g. past purchase) and an external one that is formed during the purchasing process (e.g. price comparison between brands while shopping) (Mazumdar and Papatla, 2000). If consumers perceive the local-owned brand as more expensive than the foreign-owned brand, but its quality i s similar to the foreign-owned brand, they should prefer the local-owned brand less because they perceive a higher loss with the local-owned brand. In other words, the price difference between local-owned and foreign-owned brands acts as a moderator between perception of brand ownership and purchase intention of local-owned brands Social status Authors have stressed that consumers may prefer global brands because of associations of higher prestige or because the ‘elite class use it (Schuiling Kapferer, 2004; Steenkamp, et. al., 2003). Global brands may have a higher prestige than local brands due to their relative scarcity and higher price. Critical review of the key literature In todays world, consumers are faced with an overwhelming amount of brands available for the same product category. More than hundreds brands, both local and international, may be available for products like clothes, automobiles etc. When consumers are making their purchase decisions, they may evaluate brands on different factors such as variables like price, quality, and country of origin, ethnocentrism, and social status. Price and quality are sometimes perceived to be correlated. A high-priced product may be perceived of being high in quality and this may be because of such image created by manufactures through advertising. Similarly, a global brand may perceive to be of superior quality as quality is believed to be a prerequisite for international acceptance. Consumers today are increasingly aware of products made in both developed and developing economies. Goods from third world countries may perceive to be of lower quality standard. Consumer perceptions and opinions may also depend on the product category for e.g. Italian clothing is generally perceived to be more fashionable (Bikey and Nes, 1982), while automobiles produced in country like USA may be perceived as of better quality than an Indian manufactured automobile. However, sometimes consumers believe that local organizations have a competitive edge over the foreign competitors as they have a better understanding of what consumer wants which are shaped by their cultures. While other patriotic consumers believe that buying foreign brands may hinder the growth of their local organizations. Brands like Apple, Sony, Pepsi have empowered consumers and these brands are capable of evoking associations and feeling to an extent that they have now become an important part of our lives. Due to increasing peer pressure, these foreign brands have now become a necessity for every young person. Wearing Nike shoes may be considered as fashionable and trendy in universities. So the need to be accepted by a particular social group may compel young people to buy international brands even when local brands are available at the same price. Research Question Q) Why do consumers prefer international brands to local ones? Independent variable: Price Quality Country of origin Consumer ethnocentrism Social status Dependent variable: Consumer preferences Research methodology This study is a descriptive study and more of a qualitative nature and was conducted to identify and evaluate all the factors considered by consumers that make international brands more favorable to them. The sample for this research included the 200 consumers whose ages ranged from 16-24 years. Convenience sampling was used for this study. Questionnaires were used to collect primary data. The questionnaire comprised of closed ended questions and Likert scale is used in most of them. We classified our population according to gender. Frequency distribution and bar charts have been used to evaluate the results. In addition to this, the means of different factors that influence consumers preferences of the local and global brands were used to determine which factors are considered the most by consumers when purchasing different brands. Limitations As the data was gathered through convenience sampling, the results cannot be generalized. There is also a possibility that the respondents might answer the questions dishonestly or half-heartedly, leading to biased findings. Apart from these limitations of our study, the fact that the data was only collected through questionnaires provided us with the frequencies as to how many people would purchase the global or the domestic brand and what factors are rated as the most important by these people, but the reasons behind their buying patterns and preferences remain unknown because these people were not further interviewed. Findings and Discussion Question 1 Do you use international brands products? According to the data collected, 72.5% of the people used international brands of which 60 were male and 85 were females. 18.5% of the people questioned claimed to use international brands occasionally, whereas, 9.1% of the people claimed not to use global brands at all. As indicated in the pie charts above, 18.5% of the people who used the global brands sometimes included 28 males and 9 females, and those who did not use the global brands consisted of 12 males and 6 females. Question 2 If the price of a foreign brand and local one is the same, which brand would you prefer? The purpose of this question was to evaluate and discover how important a factor such as price is in determining whether the consumers would go for the domestic brand or stick to the global one if both the products were in the same price range. The results found out that 76% of the consumers would go for the international brands whereas 24% would still purchase the domestic ones. Question 3 How important is the country of origin, of the product, to you? This question was asked to discover how much importance the youth lay on the country of origin as a factor when making a purchase. The results revealed far different results compared to what had been stated by the review of previous researches done. As indicated in the graph, the youth was found to be mailnly ignorant of the country in which the brand was manufactured. Majority of the consumers (76% males and 88% females) did not consider it as significant a factor as to affect his or her purchase decision. Question 4 Do you consider the quality of the product when purchasing a good? A good quality product indicates durability, reliability as well as good appearance and featuresThe review of the existing literature suggested that quality of the product and its price were rated by consumers as the most significant factor in purchasing decisions. This was supported by our empirical findings that showed that 87.5% people on average considered the quality of the brand above all the factors. This included 83 males and 92 females. The rest of the people, according to our research findings, did not place that much emphasis on the quality of the product alone. Question 5 Do you think that the purchasing patterns depict the social status of a person? Question 6 It is said that people buy international products so that they can be accepted in a particular social group. Do you agree? The results to these two questions confirmed the general perception that exists in our society, that is, the global are purchased as a status symbol. The youth mainly bought foreign branded products to be able to fit in a particular social group. This occurs largely because peer pressure tends to be high at this age, and most of the people find themselves being victims of inferiority complexes. The results to the first of these questions indicated that on average 75% of the youth (71 males and 79 females) purchased the international and local brands as a status symbol. These results were further enhanced by the results to the next question, which showed that 72% of the males and 68% of the females did, infact, believe that the people purchased the international brands to be able to fit in a particular social group. Question 7 Do you consider current fashions and trends while purchasing a good? Owing to education and information disseminated through the media, consumers in our soceity are becoming increasingly aware of the current fashions and trends prevalent even in other parts of the world. Following the current fashions and trends have become a norm in our society. Consumers now make their purchases according to the ongoing fashions,and this assumption has been supported by our findings, which shows that 92% of the females and 85% of the males considered fashion and trends when making a purchase. There was not a single female in our sample who did not pay attention to the trends and styles when going for a purchase. Moreover, these results also indicate that females are more fashion conscious than their male counterparts. Question 8 Do you think buying international brands affect unemployment in our country? The purpose of this question was to take the point of view of consumers as to whether the existence of foreign brands affect unemployement rate in our country. The results revealed that on average 80.5% of the consumers believed that the businesses are affected by the international brands and that unemployment increases as a result. This figure included 88 males and 73 females. However 10.5% of the people, on average, believed that this case only occurs sometimes, whereas 9% of the people did not believe that unemployment is related to the existence of foreign brands. Question 09 If an international brand is not easily available, would you go for the domestic brand? As the above graph indicates, the answers to this question represent differences in the opinions of the males and the females as to their willingness in substituting the domestic brand with an international brand in the case of non- availability of the international brand. The results revealed that whereas 57% of the males respondents claimed that they would go for the domestic brand if the global brand is not accessible, 78% of the females claimed not to compromise and do with the domestic brand, even if the international brand of their choice is not available. This may be indicative of the level of brand loyalty that females possess. In addition to this, only 16% of the respondents, on average, claimed that they would sometimes opt for the domestic brand in the case that the international brand is not accessible to them. Mean number of people ( in percentages) Yes Sometimes No Price of the product 76% 16.5% 7.5% Country of origin 4.5% 13.5% 82% Quality of the product 87.5% 7.5% 5% Status symbol 75% 15.5% 9.5% Current fashion and trends 85% 10% 5% Ethnocentrism 60% 20.5% 19.5% The table above compares the means of the different factors considered by consumers when selecting global brands over the local ones. Conclusion After researching on the preferences of consumers for the global and foreign brands, and finding out what factors are considered the most important by consumers when making their choices, it has been concluded that consumers do purchase the global brands and give preference to them. Consumers gain increased knowledge about international products by television. Our findings show that quality was the foremost factor that affected consumers decision about a product, with fashion and trends being second and price was rated the third most important factor in influencing consumer choice. Moreover, a foreign brand is usually regarded as a symbol of prestige and social status and as a means of being accepted in a particular group. Because of this extreme peer pressure at this age, the youth often views the use of such a foreign brand as a necessity rather than a want. Because of this extreme peer pressure at this age, the youth often views the use of such a foreign brand as a necessity rathe r than a want. Consumers were also hardly aware of how global brands affect the local economy and country of origin, as a factor in influencing consumers choice of the brand was hardly a significant factor. However, in spite of the fact that for some products the local brands are now available in the relevant price range, and quite well meet the quality standards too, nevertheless the consumers of our country find some sort of inner satisfaction in spending money on the global brands. For reasons termed brand loyalty, and even for the reason of social status, our locals continue to regard and look up to the foreign branded products.

Shakespeares Language in his Works Essay -- essays research papers

Shakespeare's plays are full of references to what is now obscure- classical myth, falconry, astrology, or the theory of 'humors' that were thought to determine personality within so many of his characters (?S??Far?). Shakespeare wrote about themes and events we can relate to even now nearly 500 years later. 'He wrote about us-you and me, our friends, our families, the people we work with and play with and argue with and go to bed with, the characters we see on the evening news and elect to public office' often times comparisons are often scary (Seder iii). Shakespeare also liked to make fun of many of his characters. His plays show that he can be funny and has a humorous personality, often times even in his tragedies in which tears would flow from not only depression but from laughter. 'Shakespeare is full of humor, not only the broad clowning of the likes of Falstaff, but the deft little jabs and needles, sly and subtle jests' found in his vocabulary (Seder iv). The meanings of words Shakespeare used have changed and some have totally disappeared. The word ?bootless to Shakespeare did not mean lacking footwear, but useless or meaningless? (?So?..Far?). In our time we use expressions like LOL and IDK that stand for ?laugh out loud? and ?I don?t know or understand? when writing text messages or instant messages. If these expressions were during Shakespeare?s time the people would not have understood their meaning. Another such expressions could be ?Cool beans!? that basically means ?this is neat.? Terms that Shakespeare used have either fallen out of use or have different meanings, thus confusing the reader if he or she is not familiar with the Shakespearean style of writing. A great example of a word meaning chan... ...iting letters or messages and sometimes you will hear a person say ?tis?. It is amazing to look at the influence that he has contributed to our world and language today. He even has influence on current plays and movies and even poems. Shakespeare also uses themes in his plays. For example the main themes in Romeo and Juliet would be love and fate. Most people have at least heard of Romeo and Juliet and know it is a love story. Women and girls think Romeo is the perfect man or husband, so today girls are looking for their Romeo. In Romeo and Juliet fate just would not let them be together. There were problems arising all through the play with the fighting families and the tragic deaths of Romeo and Juliet. We knew there were going to be problems or death in the beginning when they say "A pair of star-crossed lovers take their life" (Glencoe McGraw-Hill).

Gallipoli :: essays research papers

Gallipoli Gallipoli, a favorite war movie of mine, is an Australian movie of the fateful First World War battle of Gallipoli. Directed and co-written by the talented Australian native Peter Weir; Gallipoli is a wonderfully written drama about two best friends, Archy Hamilton and Frank Dunne, who put aside their hopes and dreams when they join the war effort. The first half of the film is devoted to their lives and their strong friendship. The second half details the doomed war efforts of the Aussies, who are no match for the powerful and aggressive Turkish army.   Ã‚  Ã‚  Ã‚  Ã‚  The story begins in Australia during the early stages of the War in 1915 where two young men become friends and decide to enlist together. They pursue their goal, go through training in Egypt, and wind up in Turkey at Gallipoli, one of the early and important engagements of the conflict. The first main character is country boy rancher named Archy Hamilton played by Mark Lee, who is being trained by his uncle as a world-class runner, but Archy who dreams of romance and excitement is eager to run away from the center of nowhere and become a soldier.   Ã‚  Ã‚  Ã‚  Ã‚  Archy meets the city kid Frank Dunne, who is played by Mel Gibson, when he beats him in a track meet. Archy convinces Frank of the advantages of enlisting for God and and the country, and they decide upon joining the Light Horse Cavalry. The only trouble is that Archy is not old enough to enlist and Frank can't ride a horse. Overcoming these obstacles, Archy finally signs up against the wishes of his family. The second half of the film recounts their exploits just before and during the fateful battle of Gallipoli. In Egypt, Frank and his friends are camped near the Pyramids and spend their free time in the city of Cairo, drinking, getting ripped off by merchants and visiting brothels. During a chaotic training exercise, Frank and Archy meet once again and Frank is able to transfer to the light horse because they are now being sent to the Gallipoli peninsula as infantry and not have to ride the horses. Frank and Archy arrived at Anzac Cove and endure the hardship and boredom of trench warfare that went on for much of the campaign. Frank's infantry friends fought in the evening battle of Lone Pine, which was talked about but not shown.

Huawei Research Essay

The purpose of this report is to find out how Huawei positioned in the industry of mobile phone. We went through all Huawei’s background, offering, purpose, market contexts and understanding the business operations of Huawei. We also analyse and evaluate what marketing strategies and marketing mix to help them hold their position in such competitive industry. After understanding the concept of the marketing strategies, we investigate that the marketing segmentation and the targeting strategies which Huawei used to position itself in the market. We use it to compare and explain why the Huawei choose the strategies in promoting their products. After investigating the Segmentation, Targeting and Positioning (STP) marketing strategies, we have done our further report with the concept of the marketing mix as known as the 4Ps – Promotion, Pricing, Products and Place. After the identification and discussion of marketing mix, we found out that Huawei is facing some problems and we come up with our ideas, recommendation and suggestion how Huawei can overcome these current concerns and further concerns. Huawei enterprise has segments into different markets which are carrier network business, enterprise business and consumer business. However, Huawei is targeting more towards the consumer business and it segments the market into two parts again which are low income group and high income group. According to the segment variables, Huawei’s products are mainly targeting on low income consumers as Huawei is producing low price smartphones which are affordable by the target groups. Huawei’s positioning as the world’s third smartphone enterprise and known as the world’s largest telecoms operators offering global equipment, operational services and manufacturing electronic communications devices. Huawei enterprise is in the position of low price and personal used entertaining smartphones. INTRODUCTION Overview, Company background, Company’s offering, Purpose Huawei Technologies Co. Ltd. is a Chinese leading ICT provider, which was founded in 1987 September by the Ren Zheng Fei, the company’s president and the ex-People’s Liberation Army engineer, established in ShenZhen, China. Huawei is a private firm that owned by its own employees. Huawei is the leading telecommunications equipment manufacturing supplier and was ranked among the top three globally in mobile phone industry. The vision of Huawei is to enhance people’s lives through communication. While their mission is to focus on their clients’ market challenges and desires by providing better ICT solutions and services in order to consistently produce maximum value for clients. Huawei’s core values have been divided into customers first, dedications, continuous improvement, openness & initiative, integrity and teamwork. (Huawei, 2014) Market contexts, Use of concepts and Theories Market contexts help firm to analyse and get more personalized and relevant marketing contents. Market context is also known as SWOT. Information shown below is the Strength, Weakness, Opportunity and Threat (SWOT) of Huawei. ( Huawei,2014) (1) Strength: Huawei invested a huge amount in R&D, having wide vision and experienced sales organisation to help them in emerging markets and the cost advantage. (2) Weaknesses: Lack of awareness and experience outside telecom, the margin pressure due their low price products. (3) Opportunities: Their business models are all towards cloud and have huge data solutions. (4) Threats: Many competitors are entering these developing markets. Company planned their marketing strategies with 4Ps, which includes product, price, promotion and place. Huawei have produced low-cost smartphone to its low-income target. As its production base is in China which has low labour cost, hence Huawei could enjoy the cost advantage. Besides, Huawei is using the selective distribution strategy and also e-commerce distribution channel to sell their products. Last but not least, Huawei promotes their products by making advertisement, having exhibitions and also making a slogan that could make their low-price products well-known and recognized. BODY 1 Concepts of STP Market Segmentation is a marketing strategy that involves dividing a broad market into subsets of consumers with different requirements, characteristics or behaviors that might involve various marketing tactics to deal with. Corporations can identify the bases and develop the profiles of the resulting segments. Segmentation : Marketing segmentation is divided into four which are geographic, demographic, psychographic and behavioral segmentations. Geographic segmentation segments the market into geographical parts to perform a company determine whether it should operate in one or a few or all the areas that geographically vital to the consumers’ needs. Examples: Nation, city, density. Demographic segmentation is the most common segmentation method for segmenting consumer groups because needs also related to the demographic elements. Examples: age, income, race. Psychographic segmentation is classification of customers with regard to different characteristic. Examples: lifestyle, personality, core values. Behavioural segmentation can filters consumers into groups according to their knowledge, attitude, habit or response to a product. Examples: occasion, benefits and user rates. Targeting: Targeting is the process to help companies to filter and select potential customers to plan marketing strategy and develop a more specific tactic to reach the amount of expected sales. There are 3 general tactics in targeting the market: Undifferentiated targeting is the strategy that the company has a very competitive product that might monopolize the market and don’t need differentiate consumer group. Concentrated targeting is the company has a very strong data and company know which consumer group they should aim and let them become more competitive in the market. Multi-Segment targeting is the technique used to focus two or more well researched consumer groups so  can develop different strategies. Positioning: Positioning is improving the awareness, perceptions and impressions of consumers. Positioning can be a really efficient instrument to tempt consumers. Companies can utilize the concept of positioning and differentiation to identify themselves by bringing the distinctive value and benefits to consumers and become more competitive. BODY 2 Market Segmentation Carrier network business, enterprise business and consumer business are the three core business segments that divided by Huawei enterprise. The first segmentation which is carrier network business is mainly emphasizing on telecommunications operator and services worldwide. In order to achieve this, Huawei develop various wireless network products, at the same time they offer consistent experiences and effectives solutions to their customers. Secondly, enterprise network business mainly serves government, public utilities and enterprises customers. It provides great efficiency to ICT solutions, hardware equipment and services which include network infrastructure, cloud computing, and enterprise information solutions. Huawei aims to become one of the leading global mobile phone brands by 2015. As the results of it, the third market segment develops and manufactures consumer product, for example mobile broadband devices, home devices, smartphone, and related applications. The enterprise highly focuses on fulfilling consumers’ needs and wants. Above are generally three business segmentations that Huawei enterprise focuses on. However, to meet the assignment question requirement, Consumer Business segment is interpreted in more detail forms as below. Segmentation Income Segmentation Psychographic Segmentation Behavioral segmentation Income Level Social Class Lifestyle Benefit sought High-income Upper and upper-middle Luxury Uniqueness, brand image, deliverability and relevant Low-income Working and lower-middle Economy Desirability, deliverability and relevant Based on demographic segmentation, Huawei sorted it’s customer to low-income segment and higher income segment. As a relative new comer in smartphone market, Huawei have already captured the attention of low-income segment customers (Segmentation A), who are earning relative low income and stands at the working or lower-middle of social class. This segment has a normal or economy lifestyle and they emphasize more on the value of money. While in segmentation B, who has higher income or work as supervisor and above. They are standing on the upper or upper-middle of social class. Hence they are having a luxury lifestyle, which focus more on the uniqueness or appearance. Targeting According to research firm Gartner, smartphones’ share of worldwide mobile phones sales in year 2012 went up 12.3 percent every year from 26.6 percent in 2011, driving overall mobile sales consistently as feature phones showed  a decline in demand. However, smartphones market is rapidly well structured, in order to capture the consumers’ eyes and able to compete with others well-known brand, Huawei enterprise firstly decided to target one significant segment to enter the smartphone market. Target lower-income segment: From the demographic segmentation, Huawei targets at low-income segment consumers. As a new-comer of mobile device market, Huawei started its business at lower-end market segment. More than half of those Huawei phones were sold to people with household income of $35,000 or less, a low income segment.(NPD, 2012) Huawei succeeded in its smartphone business is due to the aggressive lower-end pricing, said Neil Shah, analyst of wireless device strategies at Strategy Analytics. The production cost is lower than other smartphone brand, and the company set it’s smartphone product at lower price, it directly attract those low income consumers to buy Huawei smartphone or tablet products. The company designs low profile development to meet growing domestic demand for cheaper smartphone, and it also indirectly stimulate the country’s economics.( Bourcier, J.,2014) The reason that Huawei chooses to target lower-income market is that lower production cost yet bigger income.( Khan, S ., 2013) It can be explained that lower income consumers have more affordability and more willingness to buy the low cost smartphone. As a result of it, bigger profit margin is successfully gained. Besides, global market giant such as Samsung and Apple have long ignored the lower-end market, it the best chance for Huawei to dominate the lower-end market segment consumers, and it proved that Huawei has succeeded setting their aggressive marketing strategy. Finding others omission and work on it is their strategy to capture the consumers’ wants and needs. It is also the second reason that Huawei tends to target lower-income consumers. For example, Huawei I M835 model Android smartphone retails at $39, and it is cheaper than some others smartphone brand, at the same time, the average smartphone selling price was $335 in 2013, IDC reported. According to the store assistant Ron Wemirovsky, Huawei’s smartphone attracts lower-income customers. The Huawei M835 is the cheapest Android smartphone in the market.(Tung, A., 2014) Furthermore, South Pacific at Huawei’s regional marketing director, Tang Siew Wai, claimed that their  overall strategy is to extend its bus iness from B2B to B2C, mainly to make well known Huawei -branded, and shifting it’s smartphone business products from lower-end products to both middle and high range products globally. (Khan, S., 2013) Positioning Huawei maintains its strong market position. According to IDC, Huawei maintained the third position over the world, it attained the highest yearly increase among the leading vendors, and raised its brand portfolio with a higher proportion of self-branded unite compare to other enterprises (Troianovski, A., 2014). Furthermore, Huawei enterprise also maintained their strong market position in other field, for example they are the world largest telecoms operators offering global equipment, operational services and manufacturing electronic communications devices such as smartphone and tablets. From the figure above, it shows Huawei smartphone in significant position which is low price and personal used entertaining smartphones. Huawei’s strong market position indicates the superiority on providing services and also indicates the company is enjoying a well-known brand name that its effectively merging into new products line and market to capture market share from the competitors. Although Huawei has got its target low-end segment marketing strategy successfully, yet the company are having several strong competitors to compete with each other on the low pricing smartphone market, for example ZTE and Lenovo. According to Gartner, while Huawei and ZTE are competing with each other furiously, Lenovo’s smartphone fugitively developed its brand in the market. Other than that, Nokia has also got its low pricing strategy in China and it makes the competition among the companies that target low-end segment into a drastic scene. In conclusion, Huawei’s strong pos ition in the smartphone market and other field products markets has strengthened the company competiveness. Besides, innovation is important for the company, the transformation of different targeting segmentation can be a way to maintain the company’s strong influence in the market. BODY 3 In business world, no matter you are product or service base company, marketing mix strategies is a must in generating sales by implementing their own marketing strategies. There are 4 elements in marketing mix strategies which are product, price, promotion and place. Product Reportedly, Huawei’s smartphone shipments show an increment of 67% annually to 13 million units in the third quarter of 2013, which captured 5% of the global smartphone market (Huawei Investment & Holding Co. Ltd, 2014). According to Kotler & Armstrong (2014), there are three levels fall under the product which are core customer value, actual product and augmented product. A research (BBC, 2013) shows Ascend Y100 is chosen as well known product in the Huawei Company as the price is below $99. This Ascend Y100 is targeting the low income customers where the customers show their core values while purchasing this product. The core customer values that can be found are the customers are spending less on the mobile phone and get an equal quality of smartphone specifications. Furthermore, actual product includes the brand name, quality level, and features. Huawei Ascend Y100 is one of the smartphone brand names in the Huawei Company. The quality of this smartphone may not as grand a s those premium phones; however, it does not really feel fragile either. Ascend Y100 has an anti- fingerprint surface, as the screen and the phone is surrounded by gloss black bezel (Huawei Ascend Y100 Android phone, 2013). The specifications of Ascend Y100 are storage capacity with 512 MB and it is expandable to 32 GB, screen sharpness of 143 pixels per inch, and it runs the Gingerbread 2.3 version of Android (Huawei Ascend Y100 Specifications, 2014). Even though Ascend Y100 is fall under the low price smartphone, but it offers all the features of most other Android smartphones such as Wi- Fi, a Web browser, and GPS. Last but not least, warranty, delivery and credit, and after sales service can be concluded in the last level, augmented product. There is a one year manufacturer warranty on the smartphone and only six months warranty for the accessories in the product’s box. Delivery process will be done upon online purchasing and credit payment services are provided too. A cross- technology method should  be used by Huawei to improve their productivity on all the mobile phones especially Ascend Y100. This can increase the specifications and designation of the products. Huawei can hire more fore ign employees to get different type of technology ideas and use it in developing the new products. A mixture of different ideas from different country can make a product more efficient and productive. Price According to Market research institution International Data Corp. (IDC), Huawei is the third largest smartphone maker in the world, which comes after Apple and Samsung. However, a lot may ask how Huawei can make it especially with those high recognition brands like Nokia and HTC. In fact, Huawei is making a good call in the lower end smartphone market, which is also one of the reasons that Huawei became a giant in the mobile phone industry (CaixinOnline,2013). They enter the industry with the intention to create low cost smartphone to all consumers, especially those with low-income. This makes a good call because the market in China is highly competitive, where a lot of people are stuck with low-paid jobs and high living cost in the city. As Huawei has their main factory in China to assemble their product, they are able to enjoy the labour cost advantage. China is known for their cheap labour cost compared to other countries, which helps Huawei to lower their devices’ prices a nd competes with others. For example, one of the Huawei’s mobile devices, Ascend Y100 was sold for only $99. Although it is a lot cheaper than those big brands, but its function is almost as good as it is (CNN,2013). This shows that they are having competitive advantage and results a rapid growth in Huawei’s sales. According to the vice minister of Information Department of China Center for International Economic Exchanges, he pointed out that living cost in China is rising due to the inflation and the increasing Chinese wage to international standards, caused the rise in China labour cost (ChinaDaily,2013). While in India, company would able to have lower Indian labour costs and currency (BusinessToday,2014). Hence, India is a good option to set up their production base in order to keep their products at a lower price. Promotion Promotion is the most concerned strategy by the Huawei Company where they are promoting their brand through advertising, public relations, personal selling, marketing and media. Huawei is advertising the smartphones to the world especially the low income consumers saying that they have the lowest price of mobile phones which indicates Ascend Y100 through YouTube, Congress and also TV. For instance, Huawei has introduced a new slogan in Mobile World Congress 2013 – Make It Possible. This slogan is designates for the consumers which allow them to dream by offering a vision of a mobile world where the journeys are never hindered by lines or limitations (Huawei Device Argentina, 2013). The low income consumers are now daring to dream there is a smartphone which the price is less than $99. Moreover, Kotler & Armstrong (2014) found that personal selling is the presentation by the firm’s sales department to increase the sales and build the customer relationship such as busines s promotion that involves trade shows. Example, Huawei takes the opportunity to introduce their mobile phones in the Mobile World Congress (MWC) which known as the world’s largest mobile trade show (Moore, 2014). This MWC is best for Huawei to display their product such as Ascend Y100 because MWC is the world’s best venue for seeking industry opportunities, making deals, and networking (Mobile World Congress, 2014). In addition, Huawei can promote their products through TED Talk. According to TED Conference, TED is a non-profit devoted to share ideas in communities around the world, usually in the form of short, powerful talks (18 minutes or less). TED began in 1984 as a conference in more than 100 languages where Technology, Entertainment and Design converged. Therefore, Huawei can invite their professional developers to give a short talk on TED Talk to let the whole world recognise and acknowledge about Huawei’s low- price products. Place There are 3 distribution strategies for each of the company to implement in their marketing strategy. They are selective distribution, intensive distribution, and exclusive distribution. All of these are strategies to approach the consumer through different distribution channels. In order to approach the consumers, Huawei is using the selective distribution strategy which involves selling their products in the most fitting and best-performing outlets. With a limited number of outlets, Huawei is able to  concentrate on their selling effort rather than dissipating it over countless marginal ones. According to Wang Weijun, head of Huawei Device Co Ltd in China, Huawei has already signed strategic cooperation agreements with Suning, Gome and D.Phone (ChinaDaily,2012). They are the few largest privately owned retailers that sell electrical appliance in the Mainland China. By selling their products there, Huawei is able to sell their products to the low-income group as most of them will search for a phone that includes good quality and features with a reasonable price in those electrical based retailers. They may compare the products with one another and choose the one which is good value for money. Other than selling their products in the outlet stores, e-commerce is also an important way for mobile phone sales. With the continue rise of e-commerce, Huawei is taking a step further to develop their e-commerce business. In addition to theirs online shopping mall, other e-commerce distribution channel like 360buy and Dangdang are also Huawei’s working partner in selling their mobile devices (WantChinaTimes,2012). Lastly, in order to demonstrate its product and also increase the brand recognition, flagship stores in few major cities like Beijing, Shanghai and Guangzhou, are planned to establish. CONCLUSION Granting to the research and the report has been executed, obviously that Huawei involved in the Smartphone industry in a great timing because the industry is in the growing stage, and Huawei uses their low pricing advantage to capture the low income consumer groups. Besides that, Huawei is still holding their strong position in the other field such like global equipment, operational services and more. After our investigation, we found out that the major problem facing by Huawei is the both competitors which are Samsung and iPhone. Although Huawei is the third biggest Smartphone provider in the world, where Samsung leads with 29% and Apple gets a 22% of the Smartphone market, but Huawei only has 5% shares in the smartphone industry and it shows a distance between Huawei and the top two competitors. This is because Samsung and iPhone already positioned well in the individual consumer market and both have a longer history than Huawei. The reputation  of China products decelerates the sales of Huawei in the overseas market causes Huawei having problem to get the high income consumers’ market. In the competitive market, the changes of environmental will bring a huge impact to the company strategic so that company needs to identify and segment the market. Huawei’s marketing strategy in price is their strongest weapon to compete with the others. Huawei should expand their business to India to get cheaper labour cost to increase revenue so that they can sustain the low labour cost advantage as well. Huawei should hire more local professionals to get their ideas on the smartphone and to promote their products as the professionals will know more on the customs and the culture of the nation. With these strategies, Huawei can remain their position in the low income consumer groups and start to dominate the high income market, that’s what Nokia achieved in the 90s and 00s years. REFERENCE LIST Business Today (2014). 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