Case6 Essay Example | Topics and Well Written Essays - 250 words

Case6 - Essay Example However, some complaints may be based on facts that can be proven. In the case of Barry, the complaints he will present will be accompanied by factual evidence and hence he will not appear to be a whiner. He should avoid complaining about things that he has no evidence to prove. For example complaints based on his perception such as appreciation not being shared with the higher ups should not be made unless they can be proved. According to me, Barry should not look for another job. Job satisfaction is an important element to an employee. He claims to be satisfied with the job he is at now, and he feels that he has a positive impact on the company (Robbins & Judge 397). He should first seek to resolve his issue through the overall management. Quitting the job should be a matter of last resort. If nobody listens to him, he can then resolve into looking for a new job. This measure may lead to risks such as temporary unemployment or being employed to lower position posts in another

Intervention In Early Childhood Education Essay

Intervention In Early Childhood Education Essay Studies have shown intervention in early childhood may be crucial for the development of a child. According to Siraj- Blatchford, it is believed that children who have access to early childhood care and education may fare better in their future development. Government bodies advocate for intervention in early childhood as they believe that children from poor background may have equal chance to move out of the poverty cycle through education. However, it may be challenging to provide quality early childhood care and education to combat poverty. The relevance of early childhood models, social and cultural context, co-ordination within families, communities and government bodies play an important role in developing appropriate intervention programme to help children in poverty reach their full potential in mental and social development (Siraj-Blatchford). Context ( what are the legislation UNCRC, ECEC, NGO, statistics on what is happening globally, definition of term) The context of poverty differs in developed and developing countries. Developing countries may refer to countries in Africa, South America and Asia where there is a lower standard of living, for example, in healthcare and education. In developing countries, some of which may be torn by wars and internal conflicts, children live in hunger, poor health and poor nutrition. In these countries, poverty may be translated to high infant and child mortality, lack of education and surviving on less than a dollar a day (Penn, 2005). Developing countries may receive fundings from non-governmental organizations such as World Bank, International Monetary Fund, World Trade Organisation and United Nations to finance programs to bring the people out of the poverty cycle. According to Conleys human capital theory, investment in young children will bring the greatest return to society in the future. This is concurred in the human development case as explained in Siraj-Batchford, which states that intervention in early years will prevent loss of development potential in the children. Early childhood is a crucial period of development, poor health and nutrition which may arise out of poverty have negative consequences on the child. Early Childhood education and care (ECEC) has the potential to help children in poverty develop and equalize life chances. As such, much significance is given to ECEC in policies development globally. Developed countries may refer to the countries in the Organisation for Economic Co-operation and Development (OECD). In developed countries, some government measure poverty as family earning less than half of the median income. In other countries, poverty may refer to people who cannot make the minimum requirement which is need to love as set by their governments (Penn, 2005). Poverty in developed countries may arise as a result of migration. Statistics have shown that UK and USA has the highest child poverty rate (Wilkinson Pickett in the Spirit Level, 2009) and Penn , 2005. People may migrate to the cities to seek employment or to move from countries in conflict. Statistics has shown that 1 in 37 people in the world is a migrant in search of work (Penn, 2005). As they go to the cities to seek employment, they may end up in low-paid job and both parents may need employment. For some mothers who stayed with their children in their hometown, they may need to seek employment in their hometown. As such, demand for child care services increases. In developed countries, government invest in early childhood care and education on the understanding that people contribute to the nations wealth. The economic benefits generated from investment in ECEC will churn greater gains in the future as it will lower health and social risks, like crime rates. In return, it will improve childrens development which is translated to jobs skills and higher worker productivity in future ( Siraj-Blatchford) Another rationale for early intervention in ECEC is the social justice case. All people should be given equal chances in life. Government has a responsibility to ensure all people has the same rights to education. Moreover, it is through education that people learn the fundamental attitudes and values to do well (Siraj-Blatchford). United Nation Convention for Child Rights (UNCRC) and every child matters (2006) states that all children have a right to life and governments must ensure that all children survive and stay healthy. Countries which have adopt the UNCRC therefore advocate for early childhood intervention plan. Non-governmental organizations like World Bank, IMF, WTO also understand the significance of ECEC and provide fundings for ECEC programmes in developing countries. Discussion (start by telling about developed and developing world, brofenbrenner) Findings ( Critique for intervention) govt need to be more realistic in addressing chn needs Government may set up non-profit organization to provide ECEC for children, for example , Head start program, which provides large scale early childhood programme which shows significant short-term benefits. However, long term benefits are not clear (Garces). Research by Obama administration show it provides little benefits to the children. In addition, survey by the US government show there is lack of qualified staff and health care professionals which will have adverse effect on the development of the children. Inequality of quality and access as private sectors tend to cater to the affluent and not set up in poorer regions of the countries Challenges to ECEC in developed countries may include lack of funding, inadequate co-ordination of the agencies involved, quality of programme and lack of qualified staff (Waller, 2009). Another challenge in developed countries is that one of the objectives of ECEC is to enable women to have equal participation in the workforce and to enable chidlren to learn and socialize (Penn, 2005). Early intervention to curb poverty is not the main priority, as such, this is another reason why ECEC is left to private operators. In USA, ECEC is left to individual providers so the quality of care and education is variable and there is inequitable access to these services. Individual providers are also more likely to set up ECEC centres in urban areas and this may be incompatible with the government aim to provide quality education for all children. Starting strong describe the progress made by OECD countries to implementation of ECCE However, there are some successful ECCE model in other countries, such as Te Whariki in New Zealand. The curriculum includes content which meets the needs of the people in the cultural and social context. As such, it applies to the children in the setting. It is also true for Reggio Emilia, which is highly successful as it is based on the local context where it promotes communication between adults and children (Waller 2009). These ECEC models work in the place where they originated because it caters to the social and cultural context of the people. Evidence is highly specific to certain group and programme cant be transferred Although NGOs like World bank provide fundings to developing countries for education, their priority lies in primary education (Coraggio, 1996). ECEC programme were mostly operated by private entrepreneurs and community-based (Penn, 2008). In addition, these ECEC programme were adopted from ECEC models developed in the western countries. These models may not be relevant in the developing countries. Most NGOs, for example, World bank is seen to concur on research studies done by Western institutions on child development. Decision to invest in ECEC programmes have been based on the experiences and practices of ECEC in developed countries (Penn, 2005). Maynard and Thomas(2004) noted that ECEC is given low priority in government policies in developing countries and they are usually maintained by private sector, or NGOs. As a result, faces of the following problems, developing countries (using developed countries model in developing countries) Lowly qualified teachers Irrelevant curriculum Inappropriate assessment Taught in foreign language , eg Malawi has oral language Parents cant afford school fees, clothes, shoes Children too hungry to learn Chidlren needed to help at home Stigma of AIDS/HIV shun by communities As in the case of Malawi, the ECEC set up in rural areas are community-based with poor program and unqualified staff. In addition the stigma of AIDS keep some of the children ostracized and as a result did not attend ECEC. Furthermore, Malawi has only oral language so it is a challenge to teach literacy to the children (Clark Tucker, 2010). ECD (urban intl org) CBCC (community based) Developing countries ECEC may widen the gap for intergenerational poverty as poor children may not have access to ECEC. Studies in Peru show that 30% of children whose mother have low education do not attend ECEC (Woodhead). UNCRC set rules on child rights but countries may not adopt them Even for countries who adopt UNCRC, they may made ratifications which may go against the interest of the child, for example, education for girls in certain Islamic countries . However, it has been noted that ECEC brings changes to the child for example, in the case of Mother-Child Education Programme in Turkey (Bekman) which involves mothers, it brings positive changes in the childs key environment and relationship. Studies show that these children enjoy higher education which result in better employment. Arango et al concur ECEC alone does not help, need active involvement from families, communities and all stakeholders to make it successful PROMESA in Columbia. 20 evaluation of program in various countries in Africa, South America and Asia show positive results Conclusion Most of the ECEC models are developed in Western countries where their chidlren accounted for less than 10% of the popuation in the world (LeVine, 2008). As in Brofenbrenner theory, the family and community (environment) has direct and indirect impact on the development of the child. This is one of the reason ECEC models cant work in developing countries where the cultures and values are totally different from where they originated (Penn 2005). Family values in developing countries may be different from Developed countries and intervention in ECCE may not be relevant (video-Babies)As in the case of PROMESA, when the parents, teachers and community are involved in the programme, they have positive effect in the child and thus make the programme successful. This is also true in the mother-child education in Turkey. As such, steps have to be taken to modify the ECEC program to include local context and to take into account English is not the main language in some of these developing countries. It would be beneficial to train local workers to be qualified educarers as it would provide employment and at the same time to be able to impart relevant skills in local context. Governments and NGOs like UN, World Bank should place priority on early childhood education instead of Primary Education. Perhaps Article 28 of UNCRC should be changed to all children should have the right to education instead of primary education.

T.S. Eliots The Waste Land and Yulisa Maddy’s No Past No Present No Future :: Eliot Wasteland Maddy Future Present Past Essays

Death and Dying in T.S. Eliot's The Waste Land and Yulisa Maddy’s No Past No Present No Future I am immortal. Although I realize that I will die, I don’t believe it. The fear of death motivates me to ignore my mortality and, in motivating me to ignore, allows me to live a jaded, happy life. If death were a predominant thought, then appreciating life would seem difficult—unless of course I changed my name to Harold. Everyone confronts the idea of death sooner or later; different people just deal with death in different ways. Death or the fear of death can create a greater appreciation of life. I once heard a story about a monk. This monk was on a walk through the woods one day when a bear or a lion or a reasonable facsimile thereof appeared as if from nowhere. The monk’s ‘fight, fly, or hit the fence’ mechanics kicked in, and he was off. He was chased to the face of a cliff, so he began to climb it. Now the cliff was a vertical wall, and the monk was unable to climb very high. He clinged to the smallest of cracks in this wall. When he looked down, there were more of whatever had chased him there, but when he looked back up, he noticed a strawberry growing on the face of this cliff. He ate the strawberry—it was perfect. The strawberry was far from perfect, but because death was ten feet below him, it tasted better than any meal he had ever had. Death created a greater appreciation of life in the monk. Life should be lived out at every moment; death creates immediacy in living li fe to the fullest. As T. S. Eliot put it, "I will show you fear in a handful of dust." Eliot’s The Waste Land is the portrait of a society whose culture and infrastructure is dying. The post-WWI-era saw Europe decaying. The massive destruction to its cities combined with the incredible loss of life created disillusion in Europe. But The Waste Land is not merely a picture of European society dying; it is Eliot’s commentary on his society, and his attempt to save it. Tiresias is the only main character in The Waste Land. He rarely has an active role in the poem, though. He serves as an onlooker—a reporter—to and a narrator of this waste land: Unreal City, Under the brown fog of a winter dawn, T.S. Eliot's The Waste Land and Yulisa Maddy’s No Past No Present No Future :: Eliot Wasteland Maddy Future Present Past Essays Death and Dying in T.S. Eliot's The Waste Land and Yulisa Maddy’s No Past No Present No Future I am immortal. Although I realize that I will die, I don’t believe it. The fear of death motivates me to ignore my mortality and, in motivating me to ignore, allows me to live a jaded, happy life. If death were a predominant thought, then appreciating life would seem difficult—unless of course I changed my name to Harold. Everyone confronts the idea of death sooner or later; different people just deal with death in different ways. Death or the fear of death can create a greater appreciation of life. I once heard a story about a monk. This monk was on a walk through the woods one day when a bear or a lion or a reasonable facsimile thereof appeared as if from nowhere. The monk’s ‘fight, fly, or hit the fence’ mechanics kicked in, and he was off. He was chased to the face of a cliff, so he began to climb it. Now the cliff was a vertical wall, and the monk was unable to climb very high. He clinged to the smallest of cracks in this wall. When he looked down, there were more of whatever had chased him there, but when he looked back up, he noticed a strawberry growing on the face of this cliff. He ate the strawberry—it was perfect. The strawberry was far from perfect, but because death was ten feet below him, it tasted better than any meal he had ever had. Death created a greater appreciation of life in the monk. Life should be lived out at every moment; death creates immediacy in living li fe to the fullest. As T. S. Eliot put it, "I will show you fear in a handful of dust." Eliot’s The Waste Land is the portrait of a society whose culture and infrastructure is dying. The post-WWI-era saw Europe decaying. The massive destruction to its cities combined with the incredible loss of life created disillusion in Europe. But The Waste Land is not merely a picture of European society dying; it is Eliot’s commentary on his society, and his attempt to save it. Tiresias is the only main character in The Waste Land. He rarely has an active role in the poem, though. He serves as an onlooker—a reporter—to and a narrator of this waste land: Unreal City, Under the brown fog of a winter dawn,

Enforing schools to all have a school uniform

When you think of your typical pupil, what are they dressed in? Some people would state in denims and in a jumper, but the right reply would be in a school uniform! For many old ages now we school uniforms have been the symbol for smart, focused, and hardworking pupils. We are besides really stylish ; I personally make my pupil expression astonishing and mature with my chevrons and colorss. So I ask you, Ontario Ministry of Education, why are we non used in all of your schools? Some would reason that school uniforms limit a pupil from showing themselves, but there are many other ways to show yourself, non merely in your apparels ( â€Å" Do you believe in School uniforms? â€Å" , par. 9 ) . We are non harmful, but in fact are good to both the pupils and the schools and therefore should be used in all of your schools. We ‘re helpful in many ways, but most significantly because we teach pupils subject and focal point, we help schools place interlopers from pupils, and we elimi nate a major beginning of intimidation ; vesture. Enforcing a rigorous frock codification may look harsh to some, but it teaches pupils to train themselves and to concentrate more. You may non believe it, but school uniforms do assistance in a pupil ‘s focal point. Research at a school with uniforms found that â€Å" 44 % of parents have found that their childs are more focussed in school after have oning uniforms † ( Lalwani, â€Å" School Uniforms: Facts on School Uniforms † , par. 3 ) . With about half the pupils more focussed than earlier, it is clear that my brothers and sisters at that place improved their concentration to the point where even the parents noticed. Some would oppugn how precisely we could assist pupils concentrate. Well, maintaining that in head, research besides found that the pupils were more focussed â€Å" because they are non obsessed with the manner they look in comparing to others † ( Lalwani, â€Å" School Uniforms: Facts on School Uniforms † , par. 4 ) . Everyone is se lf-aware of how they look, worrying about if they are have oning the right apparels or the best trade names ( â€Å" Do you believe in School uniforms? â€Å" , par. 5 ) . This changeless badgering distracts pupils from their surveies. If schools were to utilize my friends and household, so pupils would n't blow clip worrying over their apparels. Aside from the immediate benefits, implementing this rigorous frock codification besides helps the pupils ‘ hereafter as good. Learning to be punctual with a rigorous frock codification such as a uniform is a life accomplishment that the pupils will larn while in school if we are used. Alternatively of larning this accomplishment while working at a occupation where you can acquire fired, the pupils will already be ready. As you can see, one of our many occupations is to better a pupil ‘s academic life and besides to assist schools catch intruders. Probably one of the most of import benefits of utilizing us, from a school ‘s position, would be that anyone who is non a pupil would be easy identified. In schools without a uniform, it is about impossible to pick a intruder out from a crowd of pupils merely by looking at them because there is nil seeable that separates pupils from interlopers. I can remember many occasions where this pupil walked into another school to see his friends, and the instructors were non even cognizant he was intruding. Schools can truly merely be certain who goes to the school or non by looking at the pupil cards, but it takes excessively much clip to inquire each pupil to demo their cards. We are the solution to this job because we â€Å" could assist school decision makers identify non-students intruders, and other visitants in the hallway who stand out in the crowd † ( â€Å" School Uniforms, Dress Codes, & A ; Book Bags † , par. 3 ) . It is rather obvious who the intruder is in a crowd if everyone except one is have oning a school uniform. If you still are non positive, I know of one clip where an interloper was identified in a school with uniforms. My close friend was being worn by his pupil one twenty-four hours when a individual walked into the school without a uniform. The pupil rapidly informed a instructor and the instructor approached the adult male and told him to go forth. Since the interloper stood out, he was identified every bit shortly as he walked in. Clearly uniforms aid schools with the issue of intruders, and besides with the issue of strong-arming. It is a known fact that childs get bullied in school. However there is one manner to cut down the sum of intimidation and struggles and that is to utilize school uniforms. Research at California ‘s Long Beach Unified school proved the relationship between uniforms and struggles at school because they had a lessening in offenses, suspensions and sex offenses by at least 90 % after raising the unvarying frock codification ( Lalwani, â€Å" School Uniforms: Facts on School Uniforms † , par. 2 ) . Once the school started to utilize uniforms, non merely was at that place less intimidation, but besides less offenses in general. The ground for this is that â€Å" childs are non picked on due to the sort of apparels they wear † ( Lalwani, â€Å" School Uniforms: Facts on School Uniforms † , par. 4 ) . Obviously no 1 would pick on person because of their apparels if they are besides have oning the same apparels. Basically what we are making is uniting the pupils ( à ¢â‚¬Å" Do you believe in School uniforms? â€Å" , par. 1 ) . Even if two pupils have ne'er met before, they will experience little more familiar with each other because they ‘re have oning the same apparels, stand foring the same school. Wearing my sort â€Å" instills a sense of uniformity and the feeling of being oneaˆÂ ¦ † ( Lalwani, â€Å" School Uniforms: Facts on School Uniforms † , par. 4 ) . With this integrity, pupils can look past the visual aspects and societal positions and merely be friendly with each other. It is easy to separate the societal positions based on apparels, giving the wealthier people with nicer apparels a ground to bully the non so affluent people. â€Å" When I was in high school, my household was hapless. I had three braces of bloomerss to have on at school, one brace of places and possibly 4-5 shirts. My friends and non-friends noticed. Many said things they thought I could non hear † ( â€Å" Do you believe in Schoo l uniforms? â€Å" , par. 11 ) . This individual that came from a hapless household did non hold a batch of apparels so he was bullied because everyone noticed. Had the school used uniforms, no 1 would hold noticed. Thankss to uniforms, intimidation has been reduced in many schools ; nevertheless we can merely assist the schools that are willing to make out and take our manus. It is clear now that we, school uniforms, are good to pupils and the schools. It has been proven that pupils are more focussed in school, schools are safer in general, and intimidation is reduced by a batch. Some schools have realized merely how utile we are. However we wish to assist as many schools as we can. We merely exist to function the pupils and the schools. With this many benefits, non merely should some schools have uniforms, but all schools in Ontario should hold uniforms. It is up to you to take the first measure towards a better educational system and towards the redress for most school issues ; school uniforms.

Audi Case Study

[pic] EVALUATE A COMPANY’S COMPETITIVE POSITION AND MARKET POTENTIAL IN THE GLOBAL ECONOMY CASE STUDY: AUDI [pic] Team members: 1. NGUYEN Ngoc Khanh Chi 2. NGO Thi Nam Phuong 3. HUYNH Thi Bich Son 4. NGUYEN Truong Thinh 5. CHAU Ngoc Son Vu 6. DOGIELSKI David 7. NGUYEN Quoc Tuan TABLE OF CONTENT I/ FRAME WORK (Thinh)4 A. IDENTIFY THE STRATEGIC BUSINESS UNIT WITHIN AUDI AG4 B. SELECT SBU AND MARKET FOR THIS SBU4 C. SELECT PERIOD OF TIME FOR THIS SBU’S MARKET4 II/ ANALYSE COMPETITIVE POSITION AND MARKET POTENTIAL5 A. DEFINE THE COMPETITIVE SCOPE (Thinh)5 B. EVALUATE THE INTENSITY OF THE COMPETITION (VU)7 1.Determine the phase of the life cycle of the auto industry. 7 2. Competitive topology8 3. Entry barrier9 4. Evaluate competitive intensive10 C. EVALUATE THE COMPANY’S COMPETITIVE POSITION AND ITS MARKET POTENTIAL (PHUONG)10 1. Diagnose the company’s strengths and weaknesses using the value chain10 2. Benchmark the company performance by comparison with the industry leaders13 III/ MAKE RECOMMENDATION FOR COMPANY DEVELOPMENT14 A. PROPOSE A GENERIC STRATEGY (PORTER 1980) (DAVID)14 1. Diffentiation or Cost Leadership? 14 2. Industry wide or Particular Segment? 15 B. SELECT AN INTERNATIONALIZATION STRATEGY (SON)15 . Select an internationalization strategy15 2. Audi 2010:16 3. Audi 2015: keeping and improving the same strategy16 C. STUDY THE RELEVANCE OF A COOPERATION STRATEGY (CHI)17 1. The current situation of Audi AG’s symbiotic marketing strategy:17 2. Recommendation for Audi AG’s symbiotic marketing development:17 D. PRESENT A MARKETING PROCESS (TUAN)20 1. Market segmentation:20 2. Target marketing strategy20 3. Position the company and/or product21 E. GIVEN MAIN ORIENTATION FOR THE MARKETING MIX (TUAN)21 I/ FRAME WORK (Thinh) A. IDENTIFY THE STRATEGIC BUSINESS UNIT WITHIN AUDI AG Potential SBU |Organization profile |Industry mode |Demand dimension |Supply dimension | |Compact car |special skill |Most of the parts bought through |city-dwellers |Specialized | |(A1, A2, A3) |decentralize |VW’s central purchasing unit |entry level |Direct competitor (Mini, DS3)| | | |(benefit from economy of scale) |single | | |Medium car |special skill |high quality part only |luxury consumer |Specialized | | |decentralize | |Direct competitor (BMW, | | | | | |Mercedes) | |Big car |special skill |high quality part only |luxury consumer |Specialized | | |decentralize | | |Direct competitor (BMW, | | | | | |Mercedes) | |Sport car |Special skill |High quality part only |Young, excited, sportive hobby|Differentiation focus | | |Centralize | |Very niche market |Direct competitor (BMW, | | | | | |Mercedes) | There is no different for medium-sized car and big-sized car SBU so Audi is segmented into three SBUs: i) SBU 1: premium compact car ii) SBU 2: premium car (medium- and big-sized cars) iii) SBU 3: Sport car B. SELECT SBU AND MARKET FOR THIS SBU ? SUB: SBU-2 premium car ? Market: China market C. SELECT PERIOD OF T IME FOR THIS SBU’S MARKET Product life cycle of a premium car is about 4 year and today is 2010 so we will study in the period of time: 2010 – 2015 II/ ANALYSE COMPETITIVE POSITION AND MARKET POTENTIAL ? The Macro Environment of Chinese automobile industry analysis: PESTEL framework |Opportunities |Threats | |Political |Political stability |Entry mode regulation: joint-venture with < 50% | | |WTO |shareholding for foreign partner | | |Policy to encourage the automobile industry |High import tariff to protect domestic industry | | |development | | |Economic |Economic booming, high GDP growth, rising disposable |Rising oil price | | |income ( car purchasing power increase |Economic downturn | |Social |Large population |Culture difference between Western and China | | |Chinese like to buy luxury product to show their | | | |success | | |Technological |Chinese puts high effort on research and development |   | |Environmental |Green car |   | | |Low fuel consumptio n | | |Legal |   |Law is not very clear | | | |Lack of transparency | | | |Intellect right is not respected highly in China | A. DEFINE THE COMPETITIVE SCOPE (Thinh) Way of gaining C. A |Many |Fragmented Industry |Specialized industry | | |Few |Dilemma industry |Volume industry | |   | |Small |Big | |   | |The size of C. A | The number of way for Audi to gain the competitive advantage is many through the complexity of the product. It also has great advantage in technology, innovation, high quality of service. So Audi selects the specialized industry. Key Success Factor | |2010 |2015 | |High technology & innovation |Stronger | |Top service |Stronger | |Adaptation |Stronger to meet local customer expected | |Brand equity |Stronger, do not enter price war | ? Industry analysis Poster’s Five Forces – China Market P5F |2010 |2015 | |Threat of Entry |High threats: |Weak threats: the same | | |High profit market attracts new firms |High threats: same 2010 plus: | | |China is in its developing phase of automobile |- Hyundai, Tata (acquired the Jaguar and Land | | |life-cycle |Rover brands), Geely (Chinese firm) (acquired | | |Attracting policy for FDI |Volvo) will move to this segment. | |Weak intellectual property laws |Sump up: high threat for new entrance | | |Weak threats: | | | |High investment for set up mass production | | | |facility | | | |Germany firm and Audi itself is very strong and | | | |reputation | | | |Regulation ambiguous | | | |Regulation about environment ==> increase R&D cost| | | |Sump up: moderate threat for new entrance | | |Threat of Substitutes |Used car: weak |Weak | | |Public transportation: weak | | | |Switching cost: high | | | |Sump up: Weak | | |Bargaining power of buyer |Backward integration: low |Bargaining power of buyer is moderate | | |Switching cost: low | | | |Buyer independence: moderate | | | |Buyer size: moderate | | | |Sump up: bargaining power of buyer is weak | |Bargaining power of supplier |Utili zing VW network (economy of scale): |Weak | | |bargaining power of supplier is weak | | |Market competitor |  Moderate |High | [pic] B. EVALUATE THE INTENSITY OF THE COMPETITION (VU) 1. Determine the phase of the life cycle of the auto industry. Most of the Western car market enters into saturation stage. In Europe and USA, specifically there is a high â€Å"motorization rate† (car per family and car per persons) and the demand is almost entirely constituted by replacement purchase. In reverse, China market just come to development stages with blooming in sale. In the year 2010, at the first time, China market reaches nearly the same ratio with Germany. [pic] Source: Audi (2010) Annual Report, p. 132 2. Competitive topologyIn order to build competitive topology, we choose 2 most KSF of Audi in Chinese market: Market penetrative level and Brand Equity. [pic] Volkswagen Group, the owner of Audi, is one of the earliest automobile manufacturers has production in China. In 1991 , FAW and the Volkswagen Group decided to set up a joint venture under the name ‘FAW-Volkswagen Automotive Company† to manufacture of the Audi 100 model. This early penetration in Chinese market help Audi get a big advantage of knowing exactly Chinese consumer, customize its designs to cater to Chinese tastes. The two main other competitors, BMW and Mercedes manufactured in China quite late (2004 and 2006) when Audi already had a strong position in China local market.According to researcher IHS Automotive, the market share of Audi by 2010 is 31% while Mercedes and BMW is only 21% and 21. 6%. [pic] Source: IHS Automotive China already generates the fattest profit margins for German luxury carmakers because customers in China typically purchase higher-end models than buyers in the U. S. or Europe do. Slowing economy and rising fuel prices have led to a glut of cars in Chinese showrooms this year, forcing dealers to cut prices. Among luxury brands, Audi still keep the high price and prevent to joint into price war while other especially, Mercedes has been offering the steepest discounts, according to car pricing website cheshi. com.With the high price level, Audi prove their strong position in China market which focuses on the level of product to show up their social position. 3. Entry barrier a. High technology, costly to R. While German automotive industry already built up a high standard quality, high technology feature, it take a lot of effort for rising up competitors from Korea as Hyundai to catch up the high-tech race and R need to be invested a huge money b. Strong brand recognition of German car â€Å"With anything in China, the first mover gets more,† Thomas Callarman, director of the Center for Automotive Research at the China Europe International Business School in Shanghai said that.This is true to automotive industry; people are just more familiar with Audi. It will take a lot of time for another competitors to build up the brand recognition to China market especially the one not come from Germany. That make Audi have a unique advantage that make any other competitors very difficult to follow, that is the time. It has a strong position brand name in China market in a very long time for premium car. c. Bottleneck in the production and distribution. By 2015, Mercedes plans to double its annual production capacity in the world’s biggest automobile market to 200,000 vehicles annually, though that won’t be enough to keep up with its rivals.BMW plans to quadruple potential output to 400,000 and Audi is seeking to more than triple capacity to 700,000 by the middle of the decade. This will make Audi keep the advantage in distribution car to customer in the shortest time if compare with other. 4. Evaluate competitive intensive As China market is booming, the distance between each strategy group is not so closed. The strategic freedom is medium; there is always chance for other to join into higher group. However, the entry barrier at this period 2010-2015 seem difficult for other groups to move to higher, we can conclude that the Competitive Intensive is medium mean each strategy group is chasing each other aggressively but the chance for all to get market share is the same in this blooming market. C.EVALUATE THE COMPANY’S COMPETITIVE POSITION AND ITS MARKET POTENTIAL (PHUONG) 1. Diagnose the company’s strengths and weaknesses using the value chain |VALUE CHAIN |STRENGTH |WEAKNESS | |Research and Development |No information | | |Design of Products, Services,|(++++) | | |or Processes |Audi has always introduced the newest technology to China with worldwide standard | | | |apply for Audi. | |Production |(+++) |(-) | | |Manufacturing of Audi in worldwide | | | |[pic] | | | |New assembly hall in China | | | |Together with the Chinese joint venture partner China FAW group corporation | | | |(Changchun, China), Audi AG opened a new assembly hall at the Chinese production | | | |plant in Changchun in fall 2009. The long-wheelbase version of Audi A4 & The Audi A5 | | | |are now built there to the same high standards that apply throughout the Audi | | | |production system worldwide.The addition of a new hall has boosted the location’s | | | |manufacturing output to 200,000 cars annually | | |Marketing & Sales |(+++) |(-) | | |In fiscal year 2009, the Audi brand delivered 950 thousand vehicles to customers | | | |worldwide, down 5. 4% on the previous year. In Western Europe, sales figures fell by | | | |11. 8%. The downturn on the US market was 5. 7%, which was less than the figure for the| | | |market as a whole. By contrast, the brand recorded a significant growth rate of 32. 9%| | | |on the Chinese passenger car market. | | |AUDI BRAND | | | |   | | | |   | | | |   | | | |   | | | |   | | | |   | | | | | | | |   | | | |   | | | |2009 | | | |   | | | |2008 | | | |   | | | |% | | | | | | | |Deliveries (thousand units) | | | |   | | | |950 | | | |   | | | |1,003 | | | |   | | | |–5. | | | | | | | |Vehicle sales | | | |   | | | |1,183 | | | |   | | | |1,275 | | | |   | | | |–7. | | | | | | | |Production | | | |   | | | |924 | | | |   | | | |1,022 | | | | | | | |–9. | | | | | | | |Sales revenue (â‚ ¬Ã‚  million) | | | |   | | | |29,840 | | | |   | | | |34,196 | | | |   | | | |–12. | | | | | | | |Operating profit | | | |   | | | |1,604 | | | |   | | | |2,772 | | | |   | | | |–42. | | | | | | | |as % of sales revenue | | | |   | | | |5. 4 | | | |   | | | |8. | | | |   | | | |   | | | | | | | |China is the largest foreign market of the company, there was an appreciable rise in | | | |the volume of deliveries of 32. 9% to 158,941 Audi vehicle demand for the long | | | |wheelbase models developed specially for the Chinese market, the Audi A4 L, & A6 L, | | | |was particularly high in the year under review.The Audi bra nd consequently cemented | | | |its leading position in the Chinese premium segment last year | | |Distribution |(+++) |(-) | | |146 local franchisees by the end of August 2009 | | |Customer Service |(+++) |(-) | | |Audi CSI Ranking is 836 in comparison with middle point is 817 | | | |[pic] | | | |Source : J. D. Power Asia Pacific Reports 2009 | | 2. Benchmark the company performance by comparison with the industry leaders Thanks to its generic strategy, Audi is now the leader in delivering premium ars to customers in China market (source: â€Å"Audi in China† – Audi China President report, 2012) Audi image in China market [pic] III/ MAKE RECOMMENDATION FOR COMPANY DEVELOPMENT A. PROPOSE A GENERIC STRATEGY (PORTER 1980) (DAVID) 1. Diffentiation or Cost Leadership? As Audi has chosen â€Å"to target a clientele which can be characterized by its high incomeLevel†, the best strategy to adapt in the generic strategy is Differentiation Strategy: – â€Å"Aud i seeks to differentiate itself from its competitors through the technological superiority of the models it sells and by the quality of the service offered, which applies to all dealerships, everywhere in the world†. |Advantages |Disadvantages | |Cost Leadership |Mass production |Brand seen as cheap and low cost | | |Customer less requiring about quality | | |Differentiation |Good Image of the Brand |Expensive to produce | | |Customer less sensitive to price |Need to have always a good quality production| PRODUCT QUALITY : Audi wants to apply the same standards at the international level in order to build a uniform brand image and respond to the demand of a mobile clientele. 2. Industry wide or Particular Segment? The target customer segment is not really price-sensitive. In China, the purchasing power is low but a fragment of the population is able to buy an Audi Car. However, it is not a particular segment like Rolls Royce or Ferrari. Audi’s target is the rich Chines e class, and so we chose Industry wide. |Advantages |Disadvantages | |Industry wide |More potential customers |Brand not seen as the best existing | | |A large quantity produced, economy of scale | | |Particular Segment |Brand seen as very special |Not possible to make scale economy | | |Customer not sensitive to price |Few potential of customers | Audi was the first â€Å"premium segment† manufacturer to produce vehicles in China, in 1988. It gives an advantage on the Chinese Market, and a leadership position compared to its competitors. B. SELECT AN INTERNATIONALIZATION STRATEGY (SON) 1. Select an internationalization strategy i) Evaluate the advantage and drawbacks of the adaptation policy and the standardization policy: | |Advantages |Drawdown | |Final Sale Made in Germany |Costly (Labor costs in Germany is very | | |Protect know how |high) | | |Quality control |Risky | |Foreign Direct Investment |Saving cost |No made in Germany | | | |No profit before long term | ii) Pr opose an internationalization strategy: transnational strategy |GLOBAL STRATEGY |TRANSNATIONAL STRATEGY | | |Audi 2010 and Audi 2015 | |INTERNATIONAL STRATEGY |MULTINATIONAL STRATEGY | 2. Audi 2010: TRANSNATIONAL STRATEGY AUDI â€Å"Premium† Brand (2010 and 2015)Principle Market: Germany, Europe (not including Germany), Emerging Markets (China, Russia), United States. Reference norm: Global Developmental logic: Standardization and Adaptation (Apply the same standards at the international level) Principal modes of internationalization: Exporting, International Joint ventures and Owned Subsidiaries. 3. Audi 2015: keeping and improving the same strategy With transnational strategy, it will help Audi create competences of global relevance, responsiveness to local condition and innovation and learning on an organization –wide scale. It responds specifically to the challenges of globalization and tends to have a high proportion of fixed responsibilities in the horizontal l ines of management.If it is to work, the transnational structure must have very clearly defined managerial roles, relationship and boundaries. That means, Audi should adopt the geocentric orientation. The employees are recruited from all over the world, so that the best people are recruited to solve global problems. Audi will have to try to develop both global differentiation and global integration between headquarter and foreign subsidiaries. The focus is therefore to gain the potential advantages of an integrated company, and to gain the advantages of differentiation in product offerings. The alignment between Transnational Strategy and Audi’ profile is below: |Concentrated decision making power |Dispersed decision making power | |High interdependence between | |Transnational Strategy | |activities | | | | | |Geocentric Orientation | |High interdependence between | | | |activities | | | C. STUDY THE RELEVANCE OF A COOPERATION STRATEGY (CHI) 1. The current situation of Audi AG’s symbiotic marketing strategy: |LATERAL COOPERATION |OUTSOURCING COOPERATION | |(Alliance) |(Sub-contracting) | |None. POLYTEC GROUP to manufacture some of Audi’s engine components for Audi | | |A4, A6, A8†¦ | |CORRELATION COOPERATION |ELECTRIC COOPERATION | |(Co-branding) |(Sponsoring/New products) | | | | |A â€Å"Bose HiFi Audi car†: customer can enjoy a high-quality sound |Movies sponsoring: | |system provided by BOSE in Audi cars. |Audi sponsored â€Å"Iron Man 2† and created the â€Å"Tony Stark Innovation | |Audi’s Google-enhanced navigation system (Google Map, Google |Challenge† contest. | |Street View, Google Navigation). |Audi sponsored â€Å"Knight and Day†:  Tom Cruise and Cameron Diaz drove the | |Apple’s button on steering wheel or in the dashboard of Audi cars |S5 Cabriolet. | |for connecting to Apple’s Siri-based â€Å"Eyes Free† solution (coming |Sport sponsoring: | |in 2013. |A udi Cup 2011 with 04 famous soccer teams: Bayern Munich (GER), AC | |Audi – UNICEF joint programs in several activities: emergency |Milan (ITA), Barcelona (SPN) and SC International de Porto Alegre | |giving, fund-rising (esp. in China market) |(BRA), of which three first teams are members of Audi's international | | |soccer family. | | |Bayern Munich's basketball team joined the football players in flying | | |the flag for Audi brand. | |Charity donation: | | |Emergency giving: During China's 2008 Sichuan earthquake emergency, | | |Audi donated US$2,205,107 for UNICEF’s relief effort and long-term | | |recovery needs of children. | | |From 2005, Audi sponsored a fundraising project ‘Audi Driving Dreams’ | | |in China, to support UNICEF efforts to provide children with access to | | |sports, recreational activities and a variety of activity-based | | |lessons, through which they can realize their fullest potential within | | |society. | |Envir onmental activities sponsor: | | |AUDI AG provides backup for the â€Å"Oak Forest† research project with the | | |Bavarian State Forestry and the Chair of Forest Yield Science at the | | |Technical University of Munich | (Source: Audi annual report 2011, UNICEF website, Audi website, Polytech website) 2. Recommendation for Audi AG’s symbiotic marketing development: Alliance cooperation: Currently, Audi does not have any kind of alliance with other partner outside Germany (except for a joint venture FAW-Volkswagen Group set up in China).Audi AG is a strong and well recognized brand name for premium high-end car, so in this time it is important o maintain the high homogeneity of their standard and image by ‘standing alone’ and not with an alliance with other automobile makers. Outsourcing cooperation: Besides outsourcing engine parts and car interior parts, Audi should outsource their customer service to the local service providers. Outsoaring such serv ices such as customer care and/or car maintenance-repairing service is not only provide Audi owners the standardization quality of Audi services worldwide; but also provide the customized local values, especially in important foreign markets such as U. S, China, or Great Britain. Correlation cooperation:By co-branding with leading names in other industries, Audi will continue to confirm its premium quality of the automobiles, for example, high-quality sounding system from BOSE, or Audi’s Google-based map and navigation. This collaboration will provide a convenient and interesting driving experience to the Audi owners. [pic] An Audi-Bose sound system & speaker inside an Audi A4 (Source: internet) Electric cooperation: For Audi, electric cooperation such as sponsoring for social activities, especially in their important market such as China or U. S, is very important not only for marketing strategy but also for showing their commitments to the development of the society.Audi sh ould involve more in many kinds of social activities as recommended below: ? Blockbuster movies production (Hollywood movies) ? Sport games / sport tournaments (such as Olympic Games, FIFA World Cup, UEFA Euro Cup) ? Charity donation & fund raising event (such as UNICEF fund for children, or poverty relief funds) ? Music event (such as Beijing Music Festival, Audi Summer Concerts ) ? Environmental activities (such as forest research program) ? Safe driving campaign (together with the local government) Participating in such above activities will prove the commitment of Audi AG about corporate social responsibility (CSR) towards the society.Those activities would also bring back the good result to Audi: supporting to penetrate Audi image to the market, increase the goodwill of people towards the company, and bring them the potential customers in the future. D. PRESENT A MARKETING PROCESS (TUAN) 1. Market segmentation: | |China |Western Europe |NAFTA |JAPAN |Central eastern Europe | | | | | | |and South America | |Automotive industry |Growing |Maturity |Maturity |  Maturity |Growing | |trend, demand and |Stagnation |Stagnation |Stagnation | | |production | | | | | | |Competitors |New competitors coming |Traditional |Traditional |Traditional |Traditional competitors | | |due to emerging process |competitors |competitors |competitors | | 2. Target marketing strategy From the market segmentation and information, China is most attractive market (consist of 13. 5% of global market) in front of Central Eastern Europe (9. % of global market) and South America (7% of global market), Western Europe (market maturity, decreasing demand), NAFTA (market maturity, decreasing demand), Japan (market maturity, decreasing demand). Therefore, Audi should target to maximize their volume of products, new products and profit in China Market and Central Eastern Europe (including Hungary market) and South America. On the other hand, Audi should also maintain their position, products i n the other markets to control their traditional competitors. Audi should adopt the selective specification strategy while the several marketing mixes are implemented in different segments. The same product is marketed differently in different segments. 3. Position the company and/or product Perceptual (Positioning) map: [pic] E. GIVEN MAIN ORIENTATION FOR THE MARKETING MIX (TUAN) P(Product) |Create new models of car with innovative technology (brand new). | |P (Price) |Economies of scale and try to use maximum advantage of supporting from Volkswagen Group to have maximum | | |savings in production. | |P(Distribution) |Coverage maximum China market and central eastern Europe and south America and try to maintain market in | | |remaining areas. | | |Joint venture and/or 100% subsidiaries approach should be considered. | |P (Promotion) |Enhancement of personalized customer service. | |Attend every professional trade shown in every market area, especially in China and Central Eastern E urope;| | |South America. | ———————– Fit and Finish Serviceability Reliability Name [pic][? ][lmnorsvw†¦Ã¢â‚¬  Ã¢â‚¬ ¡? e? O?  ©?  ©Ã¢â‚¬ [email  protected]$JIhJ5OJQJ^Jh$JIho5h$JIhJ55? OJQJh$JIhuF? 5? OJQJhuF? 5? OJQJhJ55? OJQJ(j{:h$JIhA OJQJU[pic]mHnHu[pic](h$JIh ±-N5? B* CJOJQJaJphâ‚ ¬Ã¢â€š ¬(h$JIhA 5? B* CJOJQJaJphâ‚ ¬Ã¢â€š ¬(h$JIhirM5? B* CJOJQJaJphâ‚ ¬Ã¢â€š ¬h$JIhAConformance to Specifications Durability Performance AUDI BRAND IN CHINA Features 31% Audi BMW 21. 6% Mercedes 21% 21% Other 2004 Brand Equity High High Low Market penetrate level