Account for plagiarism in universities in English speaking countries Essay

Account for plagiarism in universities in English speaking countries - Essay Example Plagiarism is referred to as copying other people’s ideas or words without giving proper reference or credit. It is just a part of overall cheating problem.Subjective evidence and few researches reveal that cheating among students is much more widespread than it is usually acknowledged. In 2009-10, as much as 17,000 students in more than 80 universities were recorded by universities as involved in plagiarizing. Nowadays, Plagiarism has become a growing concern for universities. A large number of universities spend thousands of dollars in purchasing expensive plagiarism detector software so as to determine the percentage of plagiarism in an assignment. In order to overcome cost, many universities do not check plagiarism of every assignment since there are thousands of students with dozens of courses each year. Therefore, they prefer in checking plagiarism of the most important assignments, dissertations and research papers only. The availability of all type of information over internet has made plagiarism easier than ever before. Copying and pasting entire essays or few paragraphs from internet can be done in just few mouse clicks. Plagiarism is more common among university students since they face unanticipated pressures of deadlines. There are certain reasons which account for plagiarism in university students in English speaking countries. Some of them are briefly mentioned below. Ignorance Countries other than United States may have taught different conventions and rules to their students, which differentiate from that of American Academy. Others merely might not know how to paraphrase appropriately or they might believe that as long as they are providing references and inserting in-text citations, then it is acceptable to use the same language as mentioned in the source from where they are copying. One of the methods to fight ignorance is to teach students in class regarding the convention of academic citations. It can be done by discussing about pla giarism in class, guiding students to the websites of writing centers and handing them out different material related to plagiarism. Writing difficulty Due to lack of interest in studies, many students do not participate in class work and home work. By doing so, they soon lose confidence in their writing skills and abilities. They feel that they are deprived of creative and good ideas as well as academic writing skills. Such students usually confront writer’s block when they are facing the blank page. Since they lack confidence in their own writing abilities, they feel they would not be getting good marks. Therefore, they tend to copy their assignment from other credible sources. Anxiety Anxiety can result from many causes. Some of them include tensions at jobs, anxiety about writing, being overloaded with too many assignments, certain issues at home, not completely understanding the assignment questions etc. Such anxiety arise sense of laziness and carelessness among student s. Since they cannot escape the given assignments, therefore they tend to find relevant answers on internet and copy and paste those answers into their assignments as their own words. Careless note-taking Many students do not pay attention in class and avoid note-taking of class lectures. Making notes of regular lectures can minimize the trouble of writing assignment, since they would have necessary points written in their notebooks with the help of which, they can prepare their assignments. Many students do not write notes while being in the class and therefore, when an assignment is given to them, they plagiarize. Lack of perceived consequences If a large number of students are cheating, then it also affects other students who are preparing their assignments by themselves. Such students feel discouraged since they are putting too much effort into their homework while others aren’t. Even worse, the students who plagiarize get good marks than those who are working hard on the ir assignments without

Three Essential Qualities of Leadership Essay Example for Free

Three Essential Qualities of Leadership Essay What is a leader? According to Kouzes and Posner, leadership is â€Å"the art of mobilizing others to want to struggle for a shared aspiration†, and indeed, these men go further to posit that leadership transcends a certain mode of behavior, rather, that it is an active set of skills and qualities that is clearly apparent. (Kouzes Posner, 2012) An essential quality then, is a quality in leader that is necessary to achieving the goal of inspiring subordinates to said struggle. This essay will attempt to identify the three essential qualities of leadership from a stimulus, namely an episode of Undercover Boss. The three essential qualities that can be extrapolated from the film are competency, charisma and consistency, as these skills have been shown to inspire colleagues to action and breed trust between the leader and his or her charges, which is key to successful communication (Bordum, 2005) which is the foundation for the execution of the former. Competency in leaders gives the leader credibility in the eyes of his subordinates, which in turn inspires confidence in and thus a willingness to submit to said leader’s leadership. We examine this phenomenon through the example of Walter, a day manager at Waste Management. Although Walter suffers from a crippling ailment that requires him to be under dialysis a large part of the week, Walter is still able to carry out his job well, making him a role model for his new recruit, whom his story inspired to at least try to do better. In today’s modern and increasingly liberal world, leaders are no longer conferred their title through blood relations or rank. In today’s world, a leader must live up to the expectation of the people he leads- he or she must make sure his subordinates actively want to submit to his or her leadership. (Kouzes Posner, 2011) The foundation of the leader- subordinate relationship is credibility, which creates trust in the leader and which is key to inspiring subordinates to action. (Bordum, 2005) Walter’s extreme proficiency even in the face of his handicap is a display of his merit, that his leadership position was well deserved, thus breeding in his subordinates a willingness to struggle for a shared aspiration, thus making competency an essential quality of leadership. Next, consistency in leaders breeds trust in the leader, which goes towards maintaining the credibility gained from competency (as we have discussed in the previous paragraph) and thus, while it does not actively serve to gain credibility or inspire on its own, but rather helps maintain the level of credibility created through the leader’s skill set. We examine the example of Jaclyn, another manager at Waste Management. Due to downsizing in the company, Jaclyn is made to juggle the workloads of multiple jobs, and is underpaid and struggling to pay her taxes. Despite her many woes, Jaclyn still keeps up a positive attitude, and consistently performs her tasks well, earning her respect and credibility in her subordinates. It is a common adage that succeeding once is easy, but doing it consistently, is much more difficult. As mentioned earlier, leaders are being judged by their subordinates, who hold their leaders to high expectations, which are to be fulfilled consistently. Should the leader disappoint in this respect, the leader loses his or her credibility (Kouzes and Posner, 2011) However, a leader that consistently lives up to the standards is a leader that will actively maintain if not increase her credibility, as consistent competency inspires trust in said leader’s subordinates (Whipple, 2002) , in turn creating credibility, and as discussed in the former paragraph, this credibility goes towards inspiring others into the struggle for the shared aspiration. Jaclyn’s consistency in her performance, in the face of difficulty looming over her, grants her trust in her subordinates, thus allowing her to mobilize them towards their shared aspiration. Hence we see how consistency links into the maintenance of a leader’s credibility, allowing the leader to continue mobilizing subordinates towards a common goal. Finally, charisma is an important quality of leadership as it helps a leader communicate an aspiration to the group and influences subordinates to want to partake in the aspiration, thus creating the shared aspiration. For example, a manager that supervises the cleaning of portable toilets for Waste Management uses this charisma to help his subordinate find the job fun. Charisma is an important part of leadership as charismatic leaders are emotionally expressive, eloquent, charming (House, Spangler and Woycke, 1991) and are thus able to communicate a goal to their subordinates and persuade them to sacrifice personal aspirations to partake in a common goal, mobilizing them toward a shared aspiration (Fiske, Gilbert and Lindzey, 2010) In the example, the manager was able to communicate the objective of cleaning toilets, but uses his charisma in order to win over his subordinate, and allow them to share the objective of cleaning out the toilets. Thus we see how central charisma is in generating the shared aspiration in the first place, and in conjunction with the two qualities mentioned previously, help encourage and mobilize subordinates to action, thus making it a quality essential to leadership The three skills of consistency, competency and charisma are thus important- essential, if you will- qualities for being a good leader, and inspiring one’s colleagues into action towards a common objective References: Bordum, A. (2005). Trust and leadership. CBS OpenArchive. Retrieved from http://openarchive.cbs.dk/handle/10398/7671 House, RJ., Spangler,WD. Woycke, J. (1991) Personality and charisma in the us presidency: a psychological theory of leader effectiveness. Administrative Science Quarterly, 36(3), pp 394-396. Retrieved from http://www.jstor.org/discover/10.2307/2393201?uid=3738992uid=2uid=4sid=21101663020273 Kouzes, J. Posner, B. (2011) Credibility: how leaders gain and lose it, why people want it. John Wiley. and Sons Inc Kouzes, J., Posner, B. (2012). The leadership challenge. John Wiley and Sons Inc. Lindzey, G., Fiske, S., Gilbert, D. (2010). Handbook of social psychology. (Vol. 2). John Wiley and Sons Inc. Retrieved from http://books.google.com.sg/books?id=Pye5IkCFgRYCpg=PA1194dq=charisma in leadershiphl=ensa=Xei=i4kgUZ7EMMTtrAe7jYHYCwved=0CDsQ6AEwAg Whipple, R. (2002). Consistency can help leaders prevent lack of trust. Rochester Business Journal, Retrieved from http://webs.zd-cms.com/cms/res/files/371/RBJArticle112902.pdf

Apollo 13

Apollo 13 Apollo 13 Apollo 13 is a film of year 1995 based on the ill fated Apollo13 lunar mission. The film is based on the book the lost moon by Jim Lovell and Jeffrey Kluger. The film was directed by Ron Howard. The film was a huge success as it was different from the common films released in those days and it was based on a true event during the space race. Story On July 20, 1969, astronaut Jim Lovell is at his home celebrating the Apollo 11 moon landing party. He tells his wife Marilyn that he wish if he could ever land on the moon after watching Neil Armstrongs historic first step steps on the moon. Lovell was expecting that he will fly Apollo 14 but after some time he is given a VIP tour of Apollo 13s massive Saturn v rocket is ready to be launched. Then Lovell is informed that he and his crew has been selected as prime crew of Apollo 13. after hearing the news, Lovell tells his family about his launch. Her wife was little tensed because it was not a journey on earth it was towards moon. Before launch Lovell is informed that Ken Mattingly is not coming on the mission with him, Lovell tries best to get him on the flight but he is unsuccessful in doing so. Ken is replaced by pilot Jack Swigert. Next day they are ready for the launch and finally they move on. After the launch the middle engine of Saturn v cuts off prematurely because of over heat but they enter into orbit without problem, after performing the burn which will send Apollo 13 to the moon, Swigert changes the Apollo command module odyssey to dock with the lunar module Aquarius. After three days of the mission, Swigert is asked to stir the cryogenic oxygen tanks, leading to explosion in service module. The crew got to know that there is problem with oxygen tank and they think to cancel their landing on the moon and shut down the odyssey and on up the Aquarius for saving their life. John Aaron on earth who is a flight controller specifically trained to deal with the electrical and communication system recruits the crew to restart odyssey but they shut down the odyssey and powers up Aquarius and are near moon, they see the moon near to them and Lovell gets depressed by this. As the crew has powered up the Aquarius, there is a problem again, to conserve power they have to shut down the Aquarius and stay in freezing cold. The environment gets scary in the crew and Swigert blame mission control centre for not letting them to find out the technical problem in the craft, but Haise blames the Swigert and calls him inexperienced. Argument arises between both but it i s soon cleared by Lovell. Aquarius is meant for two people only but it has to mange the carbon dioxide thrown by three men. An engineering team assembles at radio station Houston and makes a crude method of removing poisonous gas and air cleaners to be used in Aquarius. The space craft enters the earth atmosphere and the crew makes risky correction of igniting the decent engine of lunar module to avoid skipping off earths atmosphere. Haise is suffering from fever inside the cabin; the crew gets successful in righting their way to earth. There on earth Mattinglys team struggle to find out the way to power up the spacecraft as very little power is left, and finally he guides swigert to revive odyssey. The crew says good bye to Aquarius, the lunar module which saved their life is jettisoned, odyssey re enters the earths, and after four minutes of radio ionization blackout, three minutes normal reentry is there and crew reports that they are safe and well. There is celebration in the mission controls and the homes of crew members. After that spacecraft splashes in water, crew is taken out of water and taken to USS lwo jima for their welcome. Cast Tom hanks as jim lovell Bill Paxton as Fred Haise Kevin Bacon as Jack Swigert Gary Sinise as Ken Mattingly Ed Harris as Gene Kranz Kathleen Quinlan as Marilyn Lovell Jean Speagle Howard as Blanch Lovell About Ron Howard Ron Howard was born in Duncan, Oklahoma, the son of Jean Spiegel Howard, an actress, and Rance Howard, a director, writer, and actor. His family moved to Burbank, California in 1958, the year before his parents gave birth to his younger brother, Clint Howard. Howard graduated from John Burroughs High School, and later attended the University of Southern Californias School of Cinematic Arts but did not graduate. At age 23, Ron Howard had one of the most recognizable faces in America. His years on The Andy Griffith Show and Happy Days had made him familiar to millions of Americans. He had even directed episodes of Happy Days, but when he looked for feature film directing work, no one believed the young actor had what it took. Finally he made a deal with low-budget film legend Roger Corman: Howard would act in a film for Corman in exchange for the opportunity to direct. The result, Grand Theft Auto, succeeded beyond anyones expectations, and started Howard on his career as a feature film director.[ Rons films Rons films are nominated for Oscars several times but Cocoon, Apollo 13, how the grinch stole Christmas and a beautiful mind successfully won Oscar. As a director, Ron won Oscar for the best director in year 2002 for his intense film a beautiful mind. Ron has been always known for some different work in his own style. Recently he directed Frost/Nixon which was nominated for five Oscar awards in year 2008. And his Angels and Demons proved to be a great success on the box office in year 2009. Working style of Ron Ron generally works with renowned Hollywood actors Tom hanks and Russell Crowe. He made his recent two thriller films The Da Vinci code and Angels and Demons on the famous books written by Dan Brown. Ron is not only a director but he is a good actor also which he proved when he appeared in film at the age of just 18 months. His high visibility films make him different from other film directors of Hollywood. [http://en.wikipedia.org/wiki/Ron_Howard] Saving Private Ryan Saving Private Ryan is an American war film which was released in year 1998 and has a plot of invasion of Normandy in World War ll. The film was directed by Steven Spielberg. The film reveals the truth about the Omaha beach assault of June 6, 1944. The film got a lot of appreciation and became one of the biggest hit in America as well as other countries also. Story The film begins with an elderly World war ll veteran and his family who visits the Normandy American Cemetery and memorial at colleville-sur-mer; Normandy, France. The veteran sits on his knees in front of grave and gets emotional, then suddenly scene changes to a Normandy invasion, with American soldiers landing on Omaha beach and having war with the Germans. One officer survived in initial landing John h miller, the commanding officer of C Company. He assembles a group of soldiers and slowly starts attacking the Germans, leading to the breakout from the beach. Meanwhile general of America comes to know that three out of four brothers of Ryan family has died but fourth son private first class James Francis Ryan of baker company, 506th parachute infantry regiment is missing in war somewhere in Normandy, and he orders to the Ryan should be sent home immediately. Miller receives the order from the general to find Ryan. He makes a team of six members and one man who speaks German and Fr ench. Miller do not have any information about the Ryan, where he is? But he and his team moves on to Neuville. Near border of Neuville they meet platoon 101st. after entering the city one member of millers team Adrian Caparzo get wound by sniper and dies there only. But the team locates Ryan from Minnesota but soon realize their mistake. Then they find member of Charlie Company, 506th, who informs that his drop zone was at Vierville. Then miller locates friend of Ryans, who tells him that Ryan is defending himself from strategically important bridge over the Merderet River in Ramelle. Miller starts moving towards Ramelle. On the way he decides to take position close to an abandoned radar station. The technician of the team Irwin wade of miller is wounded. The fifth grade Timothy E. Upham protest miller about letting the squad kill the German soldier. Miller decides to surrender himself in next allied patrol. The team loses their confidence in millers leadership. Then miller reveals his identity that he is an English teacher and high school base ball coach in Adley, Pennsylvania, then the team reunites. The squad finally arrives on the outskirts of Ramelle where they fight with German army and they find Ryan. Then American paratroopers join them in Ramelle. Miller informs Ryan about his brothers death and his mission to take him home. Ryan refuses to come back and demand that he want to defend the bridge against germens counterattack miller also helps him orders his unit to help in defending the bridge. The American soldiers are very low in number and Germans arrive in more quantity. Miller leads the defense but while attempt of blowing bridge he is shot by steamboat Willie. In the duration the American P-51 Mustang comes and destroys the German tanks and steamboats. Ryan survives with two more other team members. Miller is wounded very badly and in his last words he say to Ryan, James†¦Ã¢â‚¬ ¦.earn this. Earn it. Back to the present day in graveyard the veteran is at millers grave and Ryan tells his wife that he was a good man and led a good life, Ryan salutes Miller and film ends. Cast Tom Hanks as Captain John H. Miller Tom Sizemore as Technical Sergeant Michael Mike Horvath Edward Burns as Private First Class Richard Reiben, a BAR gunner Jeremy Davies as Technician Fifth Grade Timothy E. Upham, a cartographer and interpreter Barry Pepper as Private Daniel Jackson, a marksman Adam Goldberg as Private Stanley Mellish, a rifleman Van Diesel as Private Adrian Caparzo, a rifleman Giovanni Ribisi as Technician Fourth Grade Irwin Wade, a medic Matt Damon as Private First Class James Francis Ryan, a paratrooper Steven Spielberg Steven Allan Spielberg was born on 18th December 1946 in Cincinnati. He is famous producer, director, and screenwriter. He is listed in the most powerful and influential personality in the world by motion picture industry and times listed him as one of the most important person in the world. One of the most acclaimed directors of the late 20th century; Steven Spielberg is an American icon. From Close Encounters to Schindlers List, Spielberg has never failed to amaze and delight his audience. At the age of 13 he won a contest with his 40 minute film, Escape to Nowhere. In 1963, at the age of 16, Spielberg produced the movie Firelight (which would later inspire Close Encounters). The movie made a $100 profit at the local movie theater. Although Spielberg attended California State University in Long Beach studying English, he couldnt get into a traditional film school. As with anything, Spielberg wasnt going to let that stop him. Spielbergs Films Steven has been nominated for six times for Academy awards for best director and he won for two films which are Schindlers list in 1993 and Saving Private Ryan in 1998. He directed and produced many successful films but his jaws (1975 ), raiders of the Lost ark ( 1981), Extra terrestrial ( 1982 ), The color purple ( 1985 ), Schindlers List ( 1993 ) [ win ], saving private Ryan ( 1998 ), munich ( 2005) and letters from lwo Jima ( 2006 ) were on the stage of Academy awards. Working style of Steven He often shows shooting stars in his films. He uses suns images in his films as a background in many scenes (Raiders of the Lost Ark (1981), The Color Purple (1985), Empire of the Sun (1987), Saving Private Ryan (1998)). He uses piano as a main instrument in his films and he frequently shows children in some kind of danger in his film and introduces important characters through rear view mirror of the car. Generally cast Tom hanks, Richard Deryfuss, Harrison Ford, Frank Welker and Tom Cruise. Similarities between Apollo 13 and Saving Private Ryan Both of these films are based on real events of American history, saving Private Ryan shows the history of Omaha beach and Apollo 13 shows the truth about spacecraft of NASA which was sent in year 1969. Both the films are decorated by the acting of superstar Tom Hanks. He played lead character in both the films and has his own style of acting, but as we know that the two films are of two great directors in the world so half credit of Hanks performance will go to Steven and Ron. Both of these films are Oscar wining films for their different departments. Both the film has mission involved in them which is in concern with national departments. Differences Between Saving Private Ryan and Apollo 13 Apollo 13 is directed by Ron Howard and Saving Private Ryan is directed by Steven Spielberg, both films shows the different department of America, Apollo 13 shows the technical and science related department and saving Private Ryan is about the security department of America. Tom hanks character in both the films is totally different, in Apollo 13 he played the character of an astronaut and in saving private Ryan he is playing a soldier. Apollo 13 has a plot of 1969 while saving Private Ryan has plotting of year 1944 which reveals the conditions at the time of Second World War. Probable influence of Saving Private Ryan Saving Private Ryan is a American war film which tells the story of Omaha beach and how the brave and wise soldier John H. Miller gave his life in saving the Ryan and his faith towards his nation and his work is seen, so by the character of miller one might get patriotic and get influenced by the his wise ness and bravery. The visual effects of the film were excellent as the film is directed by Steven Spielberg and he is known for high budget and glamorized film making. As the film is in the plot of 1944 so, giving the visual effects for the weapons and war pattern of that age is not easy at all and all upcoming students of visual effects should see the film and try to understand the technical part of film and it will surely help students in understanding that if they are working in any period film what kind of visual effects are used. Probable influence of Apollo 13 Apollo 13 is a film based on real event in the history of NASA. by hearing news we can just imagine that what might have been the situation in the spaceship when the engine Odyssey got heated up but Ron Howard has shown in the film the emotions inside the war craft and he not only made story strong but the technical stuff shown in the film is really fantastic and the visual effects of the film is amazing as they showed the characters in zero gravity and in space ship , these kind of effects were shown in the film which was released in 1995 and we can just imagine what creativity was required for the work of this film and the challenge was excepted by Ron Howard and is beautifully presented in front of audience. The team of the astronauts shows the patience and intelligence in such critical situation which gives a message that whatever happens in life one should stay cool and calm. Film might inspire some kids those who want to become the astronauts and may generate their interest mor e in this branch of science.

US History Essays -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Although the federal governments attitudes and actions towards blacks and Native Americans civil rights in the 19th century were very different they also had lots of similarities. Both blacks and Native Americans were treated poorly and did not have many rights. Blacks were slaves and Indians (Native Americans) were fighting to stay alive. All these negative actions were a bad look for a country that was growing bigger and bigger by the day to someday reach what the United States is today.   Ã‚  Ã‚  Ã‚  Ã‚  Culture was a huge part of Indian life in the 19th century, from hunting buffalo and respecting and loving the lands that they lived on to amazing spiritual and religious ceremonies. Blacks did not have much culture because they were mostly all born slaves in the U.S.; except for the ones that were born in Africa and had good memories about they’re past culture. There were also elder slaves that had experienced the African culture who tried to pass it on to the American born slaves who didn’t have any sense of there culture. From the 1850’s all the way until 1924 the Indians were battling the U.S. militia, government and army. The Indians were being kicked off there land and forced onto reservations. Many battles such as Red Clouds war in 1863, Sand Creek Massacre of 1864 and even the Battle of Little Big Horn (Custer’s last stand) in 1876 are all examples of battles that the Indians fought against U.S. men. Many of these batt...

Macbeths Downfall Essay -- essays research papers

In William Shakespeare’s Macbeth, the main character, Macbeth, is a brave and loyal subject to the King of Scotland, but as the play progresses, his character begins to change drastically. Evil and unnatural powers, as well as his own passion to become king, take over his better half and eventually lead to his downfall. The three main factors that intertwine with one another that contribute to Macbeth’s tragic end are the prophecies told by the three witches, Lady Macbeth’s influence, and finally, Macbeth’s excessive passion and ambition which drove his desire to become king to the utmost extreme. The prophecy told by the three witches was what triggers the other factors that contribute to Macbeth s downfall. In the first act, the witches tell Macbeth that he is to become the Thane of Cawdor and soon after, king. This prophecy arouses Macbeth’s curiosity of how he can become the King of Scotland. â€Å"Stay, you imperfect speakers, tell me more: By Sinel’s death I know I am Thane of Glamis; But how of Cawdor? The Thane of Cawdor lives, a prosperous gentleman; and to be king stands not within the prospect of belief.† (Act I. sc.III) This quote shows how the witches prophecy attracts Macbeth. It demonstrated how Macbeth thirsts for an answer from the witches of how is he to become the Thane of Cawdor and even king. As the play continues, Macbeth slowly relies on the witches’ prophecies. It becomes a remedy for Macbeth’s curiosity, which corrupts his character. One of the witche...

History of human Essay

The whole history of humankind is inseparably linked to the changes in the dynamics of the population growth that consequently pushed the start of the process of migration. Since ancient times, humankind started to spread from its cradle across the world in quest for a better life. Just recall the Bible stories about the 40 year trip of the Sons of Israel headed by Moses across the desert in search for the land of promise. It might be a fairy tale, but nevertheless it could be the real prove that mass migrations of population have already occurred in those times. Due to absence of reliable information, it’s very hard to estimate the dynamics of people migration throughout the world up to the beginning of the XIX century. At that time European counties started to conduct population census relatively precocious to modern standards. But lets’ get back to the very term â€Å"migration†. Here’s the definitions given by the hyperdictionary. Migration: 1. [n] the movement of persons from one country or locality to another; 2. [n] the periodic passage of groups of animals (especially birds or fishes) from one region to another for feeding or breeding; 3. [n] (chemistry) the nonrandom movement of an atom or radical from one place to another within a molecule; 4. [n] a group of people migrating together (especially in some given time period). However, the definitions relating to the â€Å"people migration† is very brief and I would give the following definition to the term. Migration- is the movement of a person or a group of persons from one locality to other caused by different socioeconomic or other factors. We should differentiate between 2 main types of migration- internal- domestic (people move from one region to another within the borders of one country) and external-interstate migration (from one country to another); we also should discriminate between emigrants (leaving their homeland for a permanent settlement in oversees) and refugees-(those who seek escape from war and disasters, and those people fleeing from persecution based on political or religious beliefs). In last decades the number of people looking for a better life has drastically increased. Nowadays, at the beginning of the XXI century nearly 1 of 35 tellurians is a migrant. If all these people would live in one common state, then it would be the fifth biggest by its population country on the planet with approximately 175 millions of inhabitants. It testifies, that migration is one of the most substantial global sociological phenomenon of our times having a deep impact on the economies and societies ways of life. The last statement is completely proved by the history of the USA, the country that was founded by colonists or in other words migrants. Since the October 12th of 1492 when Columbus have discovered a New World, it became a tasty piece of pie for the European monarchies to bite- a perfect place to develop all the treasuries of new lands and spread the influence. But to conquer the New World, Old Europe needed to build settlements and it led to increase of migrants flow that went to America in hope to get richer, some to escape from never ending wars in Europe, from persecutions based on religious beliefs (Pilligrims), some to propagate Roman-Catholic Christianity. So, the conquest began, but it led to horrible results- many local ethnic groups were wiped out (South America, conquistadors). The whole territory of the New World was divided between the European powers; however the rivalry between them existed, as England was in a constant war with France and its allies. There were one more source for this tension not in Europe but in the New World- it was the population growth of the British continental colonies from 250 thousands people in 1700 up to 1. 75 million in the 1760s. Step by step England forced out France and Spain over the most territories of North America, so London had a vast territories with the population greatly spread over them to guard. With time, the colony was becoming more and more detached from the British Empire. Trying to stop this process, England tried to grab the control over the colony, but with every year the confrontation between colonists and English Parliament grew more and more, until in 1775 American revolution revolved. After gaining independence in 1783, the American society was a ethnic diversity –British (not English as migrants were arriving from all the regions of British isles), French, Spanish colonists, Africans (taken to the continent as slaves), and aborigines- Indian tribes (gradually driven out from their homeland by the colonists). So came the 19th century, the times, when all the circumstances favored the economic growth of the former colony, as there still were undeveloped and wealthy in natural resources lands. The unification of the States and abolishment of slavery favored the arrival of new migrants, so grow the labor force, and it must be added it was a cheap labor force. As a vivid example, is an American railroad system, in building of which Chinese immigrants took a great part (in fact it was build on the bones of the letter, ‘cause of the harsh conditions, absence of health security system and low pay). At those times, a domestic migration rates grew, caused by the well known discovery of gold in Alaska and California (Gold Fever). Poor people from all over the country rushed to those places in hope to find gold and get rich. By the end of 19 century the American nation still was not completely formed. It was rather a â€Å"pot mix† of nations than an ultimately formed nation. The flow of immigrants have not stopped, but received a new push after the beginning of WWI and with subsequent fall of European Empires (Austrian -Hungarian and Russian empire). In those and succeeding years, the number of emigrants from Europe, especially from former Russian Empire has drastically grown. Those emigrants helped to build the economy of the US, as many of them were not just simple unskilled workers, but in many cases intelligent persons. For example, Igor Ivanovich Sikorsky, a famous Russian-American aircraft designer, who was born in Kiev (Ukraine, state within the Russian Empire) and after the revolution immigrated to the USA. Altogether, with his friends and companion-who were also emigrants from Russia, he founded his company â€Å"Sikorsky Aviaengeneering† that some time later became a part of â€Å"United Aircraft† company. In 1972 he passed away being a honorable member of different scientific societies and having a lot of different awards. The man is gone long time ago, but still the design bureau bearing his name produce aircrafts. However, not always the migrants were warmly received. In last decades, many countries have made their policy line much tougher concerning reception and help given to refugees and immigrants. According to the UN statistics, such measures have shown themselves in increased number of refugee status accordance denial. The emigrants and refugees experienced and experience lots of problems beside the migration rules and regulations, but also the confront a much more serious problem, such as – xenophobia, a highly negative attitude of native population toward the comers There’re many reasons for such attitude (just recall Martin Scorsese’s â€Å"Gangs Of New York â€Å"). As usually migrants are coming from the poorer states and ready to work for less money then the native population. In most cases here, the natives are afraid that comers would take their job places. Moreover, illegal migrants may easily beef up the criminal lines, as in most cases they unqualified and unable to find job. There’s also a collision of cultures and mentalities. In such rugged conditions, the migrants start to consolidate and create detached groups, living on own principles, preserving their original way of life. It’s some kind of a protective mechanism against new socium. For example, in many American cities, there’re many culturally â€Å"detached† areas such as China Town and Briton Beach (Russian quarters in Big Apple) etc. In those places, the migrants preserving their native culture and customs, it’s a place where the migrants attempt to reproduce the things they had at homeland. Nevertheless, these days, immigrants constitute an important part of a labor –market in industrially developed countries. According to the statistics of OECD (Organization for Economic Co-operation and Development), in many Western states, the interest for the labor potential of foreigners is on the rise. Here we could divide the demand for labor force into two categories- demand for unskilled and demand for qualified laborers. The developed countries are in a constant need for a cheap work force to work in some industries, where the local don’t want to work, for example building industry. So here help the migrant workers. These laborers in most cases work temporarily until their visa expire, then in some time they return back home otherwise become illegal immigrants. The qualified workers in most cases go to the developed countries for a permanent residence, called by the companies interested in their services. In most cases, these companies are working in the Hi-Tech sphere of business, and the latter is booming today, so there’s a lack of well qualified staff to fit the demand. As one of the examples was a problem of â€Å"Y2K†, when most of IT companies in the USA and other countries felt the need to increase the number of qualified personnel to fix the bug in computers before the upcoming of the year 2000. There’s another very interesting fact about the immigrants. It’s the money they send back home to families, they are of a great importance for developing countries economies. In values, such money transfers are taking the second place after the foreign investments as a source of oversees inpayments into the economy of developing countries. In 2002 the total amount of individual foreign transfers to developing countries constituted 72,3 billions dollars. The other important issue of that global community facing toady is illegal human trafficking. It’s not just illegal border crossing, but a very profitable business for the international crime syndicates, that proliferates prostitution, slave labor etc. This problem is or highest importance for the international community and today there’s an urgent need to consolidate all efforts of international bodies and of all the counties to stop this dirty business sucking huge profits from the eternal human strive to find a better life†¦ References 1. www. hyperdictionary. com 2. http://www. geocities. com/davidbofinger/vinland_h. htm 3. http://historicaltextarchive. com/sections. php? op=viewarticle&artid=651 4. http://historicaltextarchive. com/sections. php? op=viewarticle&artid=597 5. http://www. sikorskyarchives. com/indexlnk. html 6. http://www. un. org/popin/data. html 7. www. oecd. org 8. www. oecdobserver. org/

Strategic Evaluation Document for Boots

| Strategic Evaluation Document for Boots| e-Commerce| Words: 4,998| Ei Cho Mon| MCC Training Institute, Yatanarpon| | Contents 1 Management Summary3 2. Introduction4 3. Strategic Evaluation6 3. 1 SWOT analysis6 Strength6 Weakness6 Opportunity7 Threats7 3. 2 PEST analysis7 Political7 Economic8 Social8 Technology8 4. Impact of IS9 5. E-Marketing Strategy11 5. 1 E-Marketing strategy I will advise the organization to adopt11 5. 2 The value proposition and differential advantage of this strategy11 . Legal and ethical issues13 7. Conclusion14 8. References15 1 Management Summary As an experienced consultant, I have been invited by Boots Senior Management. I need to put together a strategic plan based on the evidence supplied. The Management is also seeking a thorough investigation into the analysis of the impact of the new system on the culture and the productivity of the organization. I produce a management report title by â€Å"Strategic Evaluation Document for Boots†.In this rep ort, I investigate the impact of the new IT/IS system on the culture and productivity of the organization and also I identified the evidence that corroborates, or falsifies the claim that the new system has delivered value and provided the organization competitive advantage that Boot’s management were seeking. Boots is a retailer company that launched Advantage Card base on the result of recording purchasing patterns and customers’ behaviors. Boots already have analysts and marketers and also the database system exist too.But Data didn’t flexible and also query response times are taking so long. Therefore, Boots managed Customer Data Analysis System (CDAS) by using the help of IBM. After using this system, the problems are nearly solved. Boots want to gets customer to use their brand all over their lifetime. So, it intends to make Campaign Management System. In the future, Boots’ valuable customer will purchase Boots product peacefully and happily. To ach ieve all of this, Boots’ analysts try to research all possible ways of marketing strategy, legal and ethical issues.It is a bit difficult to research the big company system but I try my best to collect all require data and information. 2. Introduction Boots is the long life retailer that stands as a private limited company. Its main marketing environment is the Toiletries, Pharmaceuticals, Healthcare, Beauty, and Photography. Boots also have a strategy for their market. But for the company’s growing team of analysts and marketers, it is driving to change its strategy as a customer-centered view from the traditional product category focus according to the information on purchasing patterns.According to the result of strategy manager, Boots have the loyalty data related with customer for a real impact on the business. To fulfill their plan of changing company’s culture, Boots intend to make Advantage Card for their customers. Advantage Card plan is depend on custo mer behaviors for Boots. So, they research extensive trials for two year in the Norwich and Plymouth areas. These trials tested out the reward levels and had begun to identify what card holders wanted from Advantage Card plan. Boots targets women as the majority. For this time, Boots want heir scheme different from the others. So, they focus to give ‘treats’ to card holder customers. Customer will be rewarded with a personal item that they would not normally buy for themselves. This scheme got a good result for Boots because its sales growth is even greater than expected in two years. Boots invested around ? 25 million for Advantage Card including database in first year to get a significant sales growth that was an important part of the rational for the scheme. Boots more value the records that focus to consumer behavior which can reveal the buying patterns.To get these valuable records, Boots use sophisticated data management and analysis tools. The grower the customer database, the greater the result of boots will be. Boots’ IS team and the marketing department researched thoroughly the available options for the new customer analysis system even though it is a long-established customer of IBM. But IBM can offer a complete solution and the retail experience of their support team to Boots. So, database project started at 1997 and project went well. But it is very much state of the art technology and IT is also difficult for everyone at first.After researching more than 2 years about individual card holder transaction records and a selection of non-card holder sales records, the size of the database was larger and larger. Therefore, Boots wanted to get the right structure database with maximum flexibility and also it can achieved to store data at the lowest level of granularity for user to build it up to any level they require during analysis. Commercial analysts can also have rapid real time access to all of the data without having to make special requests on IS support. The database structure should be to support the analytical process.To fulfill all the requirements, Boots decided to use Customer Data Analysis System (CDAS) by giving advice from IBM. According to the support of this system, most queries response times were 30 times faster than before even though the database has reached 1. 200 GB. Because of this, the analysts of Boots were delighted. CDAS includes IBM’s intelligent Miner for Data being used for more advanced data mining such as segmentation and predictive modeling. Analysts are more interests in the behavior of groups of customers. They use market basket analysis to provide insight into the product purchasing repertories of different groups of customers.By using the advantage card data, the insight team has been able to identify four groups of promotion buyers. They are:The deal seekers (ever buy promotional lines), Stockpilers (bulk buying and then don’t visit for weeks), Loyalists ( revert to their usual buying patterns),New market (buy items on promotion, continue to purchase same product). By using the result of analysts, marketers can understand what they are achieving via their promotions, rather than just identifying the uplift. Analyzing market basket trends by shopper over time is also providing Boots with a new view of its traditional products categories.Boots builds up its understanding by combining data from a number of customer dimensions: RFM (Recency, Frequency and Monetary value) analysis enhanced with profitability. Boots managed Boots relationship marketing programme enabled by the Advantage Card. To fulfill this relationship marketing, Boots is planning to make Specific campaigns system. This system will provide customer-center view technique. Campaign management system is based on CDAS development by IBM. By integrating campaign management system within the analytic environment of CDAS become the main strengths of Boots. 3. Strategic Evaluatio nBoots is a retailer company in United Kingdom. Boots marketing strategy change from the traditional product category focus to a customer-centered view. Boots already launched Advantage Card to fulfill customer requirements. By recording consumer behaviors in database, Boots collect the source data for their strategy. This technique is useful for Boots but database size is larger and larger and also data doesn’t flexible. The users, analysts took a long time to research require data. So, this becomes one of the problems for Boots. By using Customer Data Analysis System (CDAS), Boots can solve this problem.One of the purposes of Boots is to change Loyalist customer to New Market and to remain New Market customer as Loyalist. The later, Boots also want to create Campaign Management System to give pleasurable shopping to loyal customer of Boots. To complete these purposes, Boots need to consider the organization’s current position by using SWOT and PEST analysis. 3. 1 SWO T analysis Strength * Launching Advantage card scheme- This is a very valid vision. It can improve Boots sales growth and also can get the trust and respect from customers. It can also supply a loyalty market environment. Real time access over CDAS- It can reduce the time that will take to ask special requests on IS support. By having real time access, analysts can analyst consumer data more effectively. * Making Brand Loyalty over customer- Customer loyalty is one of the important parts for Boots marketing strategy. Having loyalty customers supply Boots to create strong business environment. For an instant, a shopper visiting Boots once a fortnight and buying nappies is probably buying from a number of supply sources whereas one calling at the store twice a week probably gets most of her baby’s nappy needs from Boots.This increases nappy sales. * Customer Focus- Boots pride itself on developing experience retail and wholesale teams which manages their respective areas. By do ing this, Boots creates an internal management system, managing customers purchasing habits. Weakness * Treats – Rewarding Treats to customer can be pleasure but too much treats can make customers annoying and also become careless vision for Boots products when treats are repeat and repeat. * Large stores overwhelm small stores – Branching a group of stores in particular geographical area can provide Boots customer to buy boots products any time, any where.But large stores are more persuade customer than the small stores. So, it will be a waste of store, staff, money and time. E. g. Boots large store and small store are together in the same area, and then customer will go to large store and ignore small stores. * Cannibalization – Customer behaviors can supply Boots analysis a lot but customer manners can change. If it comes out like that, that will be a big damage for Boots. For example, when boots produce a new and similar products, customer only buy these new products and never return to his/her original products. CDAS – This system can almost fulfill the requirements of database system but it also has a weak point. When analysts analyst the result of recording data, there can be different point of view to make decision. Sales growth conversion can appear also. * Time delays can be caused at the Point of Sales due to updating of points into card. Opportunity * Campaign management system – This will be a good opportunity for Boots. By planning campaign management system, Boots can persuade customer according to seasons, holiday and festival. Boots Gifts & Christmas TV show launched in December is a good example of this.This will give customer’s peace and earn extra points. * Relationship marketing – By making customer to become lifetime customer, boots will get a valuable customers of the future. Relationship marketing can give personal or emotional connectivity to Boots customer. By giving direct mail to valu able customer will be an example for this. * From Loyalist to new market – this will also be a good opportunity. If loyalist customer changes to new market, boots products point of sale growth will increase and also boots need to maintain new market customer as loyalist.For an instant, Customer buy skin care products often buy hair-care products in promotions and then Customer continually buy both skin care products and hair-care products. * 4% growth – quantifiable growth rate in second year Threats * Customer personal data usage – This can suffer customer personality by recording consumer purchasing data. * Competition – there will also be other companies that will use the same techniques and strategies. * Loss of revenue – promotion will get revenue in average. If deal seekers and stockpilers involved then that will be damage to point of sales system. E. g.When Boots promote bodycare products, deal seekers and stockpilers bought these more then promotions will meet fill. * If Loyalist customers get multiple treats then it will be co placement and also overwhelm options for repeat purchase as new market. 3. 2 PEST analysis Political * Toiletries and pharmacy market are the market provided the basic requirements of daily life so that this can’t affect Political directly. But making a promotion system will directly relate to Political. If Country policy changed, then promotion techniques will be unstable conditions. * Planning Campaign management system will also directly imply Political.For example, Boots plan to produce new Christmas TV show but policy change than it will be a failure. * Advantage Card can also affect on political. Advantage card scheme based on customer behavior so policy changing can be imply to reduce or improve sales growth of Boots business strategy. Economic * Rewarding treats may be a good idea for promotion. But sometimes too much rewarding treats make affects to Boots promotion system. * Boo ts launched Advantage Card scheme in 1997 and this will be a great future for Boots as this development is more efficient and reliable for most customers. Investigating ? 25million over database system will be an important part of the rational for Advantage Card Scheme. It already had great profit in first year. So, sophisticated data management and analysis tools can give Boots a big effort. Social * Relationship marketing system will change according to the culture of people. This can affect Boots’ sales growth. * Discussing basic customer demographic data (such as age, gender, number of children and postcode) to expend business environment can affect Social. Sometimes, customers don’t like to tell their personal. Targeting geographical area to open a group of Boots stores led to a greatly improved understanding of the role different stores play within that area. Technology * Customer Data Analysis System (CDAS) is one the main techniques for Boots database system. I t can reduce time and cost. * Analyzing market basket trends by shopper over time is also providing Boots with a new view of its traditional product categories. * Real time Access – This can improve analysts’ analyzing system more rapidly. By using this, can reduce time to requests on IS support. 4. Impact of ISBoth Science and technology are already developed and also technological innovations develop along already. It results to the emergence of new equipment and gadgets. For all big or small company, technology transports both intangible and tangible advantages to turn into cost efficient and to get together the growing orders and requirements of customers. Technological advances change business efficiency, traditions and relationship between employees, clients, suppliers and customers. The type and quality of technology used influence the security of classified business information.All big and small companies depend upon computers to achieve their administrative wo rks when the trouble brought by organizational tasks, like inventory, bookkeeping and records keeping. Because of producing Internet and online social networking sites reduced the costs of business operations. One advantage of it is to become more useful and easy for companies to use Six Sigma management methodologies. Some firms changed to outsourcing rather hiring their own personnel between the low costs correlated with it.According to the huge impact of technological innovations to companies, it will be impossible for them to live with it. Advantages of Technology to Business: * Customer Relations. Technology concerns the way companies correspond and create relations with their clients. In a fast moving and business environment, it is crucial for them to interrelate with clients frequently and rapidly to expand their trust and to attain customer reliability. By using Internet and online social networks, firms cooperate with consumers and respond all their queries concerning the product.Launching useful communication with customers not only produces connection with them, but it also creates strong public image. It permits business enterprises to decrease and to slice carbon dioxide emissions. * Business Operations. Amid the exercise of technological improvements, business owners and entrepreneur understand their cash flow better, how to manage their storage costs well and enables business to save time and money. * Corporate Culture. Technology lets employees communicate and interact with other employees in other countries.It establishes clique and prevents social tensions from arising. * Security. Modern security equipment enables companies to protect their financial data, confidential business information and decisions. * Research Opportunities. It provides a venue to conduct studies to keep themselves ahead of competitors. It allows companies to virtually travel into unknown markets. * Corporate Reports. With technology, business enterprises communicate e ffectively with their branch offices to deliver quality financial and operational reports. Disadvantages of Technology to Business Unemployment – While information technology may have streamlined the business process it has also created job redundancies, downsizing and outsourcing. This means that a lot of lower and middle level jobs have been done away with causing more people to become unemployed. * Privacy – Though information technology may have made communication quicker, easier and more convenient, it has also bought along privacy issues. From cell phone signal interceptions to email hacking, people are now worried about their once private information becoming public knowledge. Lack of job security – Industry experts believe that the internet has made job security a big issue as since technology keeps on changing with each day. This means that one has to be in a constant learning mode, if he or she wishes for their job to be secure. * Personal Touch â€⠀œ Technology streamlines business processers, but in order to do so, it often displaces the personal touch of business (e. g. getting an automated service instead of a phone representative when calling a company. ) * Commonness – The commonness of a technology in business tempers the disadvantages of that technology to some degree.For instance, since so many companies use the Internet, network specialists are very familiar with how to fix issues of network security, speed and connectivity. Boots culture also has significantly changed over the years. In the early years boots had its own its structure which basically dealt with all IT needs. Consequently, boots has realized that over the years it can improve on its IT infrastructure, granted that the company boost its pride on consumer satisfaction. Boots launched its Advantage Card scheme by researching in Norwich and Plymouth areas between two years trials.According to these trials, reward levels are tested out. This had beg un to identify what card holders wanted from the scheme. Boots total invest ? 25 million to both Advantage Card and database. For boots, a significant slaes growth was an important part of the rationale for the scheme. Boots already have IS team and database. Boots is a long-established IBM customer. Before the implementation of available options for the new customer analysis system with IBM, Boots’ IS team originally researched it. IBM can give the real value during the solution development cycle.The database project started in 1997 and the project generally went well. But it is very much state of the art technology and it give a lot more painful at times than expected. At first, IT is very uncomfortable and so no one wants to use it. After using this more than 2 years, card holder transaction records and a selection of non-card holder sales records that provides card holder behavior are increased and increased. The size of the database was going to be a challenge for perfor mance. Analysts want database flexibility, rapid real time access to all of the data without having to make special request on IS support.It was necessary for Boots to restructure their ongoing out sourcing deal with IBM. The company’s main aim for the improvement in its IT sector, is to focus on how it can improve its customer relationship, decreasing its IT operational cost and improve on its delivery capabilities. To fulfill this, Boots create CDAS according to IBM’s DB/2 UDB database under AIX. After 18 months the database has reached 1,200 GB but most queries take a few minutes to run. Boots customer insight strategy team runs 23 full-time analysts. Finally, Boots plan to manage Campaign Management System to provide customers’ peace of mine. . E-Marketing Strategy E-Marketing Strategy is a major part for every kind of business. By using e-marketing strategy, there are many aspects to be a successful business. The e-Marketing Strategy is normally based and b uilt upon the principles that govern the traditional, offline Marketing. E-marketing strategy is significant as with any strategy to recognize. Finding the business environment is also the important part such as intentional groups, originating massage, choosing the right media, tools and services. Thinking based on strategy is also an essential part.Therefore will I look into the; â€Å"how†, â€Å"what† and â€Å"why† of e-marketing, remote the advantages and pointing out how it varies from traditional marketing and communication methods and how knowledge about communication and marketing theories, technology tools, innovation and creativity can assist an enterprise to advance its e-marketing. E-marketing strategy in this term paper represents the whole thing from the conceptualization of a full e-marketing strategy, during to the completion of a range of methods, tools and services needed to make that strategy a reality.A defined e-marketing strategy should ex plicitly identify the business goals which e-marketing efforts support the enterprise to achieve. 5. 1 E-Marketing strategy I will advise the organization to adopt There are four targeting strategies that E-marketers mostly select. * Mass marketing (undifferentiated targeting) – when the firm offers one marketing mix for the entire market. * Multi-segment marketing – when a firm selects two or more segments and designs marketing mix strategies specifically for each.Most firms use a multi-segment strategy. * Niche marketing – when a firm selects one segment and develops one or more marketing mixes to meet the needs of that segment. * Micromarketing (individualized targeting) – when a firm tailors all or part of the marketing mix to a very small number of people. In this case of Boots, the best e-marketing strategy will be to pursue Multi-segment marketing, by dividing into many sub-markets from bigger markets and an organization chooses different marketing strategies to reach each sub-market it targets.The reason of choosing this strategy is because Boots offer multiple products within a larger product category for consumer. For an instant, the main category, Toiletries, there are many kinds of products such as Hair care, Hair Accessories, Tooth brushes, Tooth paste, etc. 5. 2 The value proposition and differential advantage of this strategy There are different segmentations of marketing strategy that I chose. They are Geographic segmentation, demographic segmentation, Behavioral segmentation and Psychographic segmentation, etc. All of these segmentations focus on customer center view.For analysts and marketers of Boots, this strategy will probably apply effectively. Geographic segmentation divides the Boots market into regions characterized by climate, population and cultural differences. This type of segmentation often occurs naturally. For example, Boots produces Suncare of Beauty products and it won’t advertise in the midd le of December. However, some geographic segmentation strategies are deliberate: Boots will produce Beauty products in different countries based on cultural tastes. This segmentation strategy can provide Boots effectively when promotions come.Demographic segmentation divides the market into groups based on age, family, income, occupation, education, religion and many other variables, For example, Children clothing from Boots only target on children and mother and target higher income families. Demographic targeting is so specific that marketers have developed acronyms for certain markets; for example, Drinks stands for double income, no kids. Most tactical plans in marketing involve demographic segmentation. Boots really need this segmentation for researching of purchasing patterns and customer behaviors.Behavioral segmentation focuses marketing efforts on consumers’ researched behavior toward the product. For example, if most consumers purchase a product during the Christmas holiday season, behavioral segmentation would encourage heavier marketing in the time leading up to that season. In addition to specific occasions like holidays, other variable include usage rate for the product, the benefits consumers seek from the product and consumers’ status as a first-time or card holder. This segmentation will effect at Campaign Management system.Marketers who distribute activities, interests and opinion (AIO) surveys are conducting research for psychographic segmentation, which alters marketing strategy according to consumers’ lifestyle preferences. This method of segmentation is useful when Boots wants to make its brand’s image more appealing to specific consumers. By discovering the values and attitudes of consumers who most frequently use the product, Boots can improve their public relations strategies and build brand lyalty. Multi-Segment Marketing helps companies achieve stronger positioning.Positioning is creating a distinct percep tion in customers’ mind about what makes Boots products different and better. Having more narrowly defined segments makes it easier for marketers to deliver effective messages that convey the benefits and value desired by that distinct segment. By breaking customers into defined segments, Boots can remove prospects from consideration when selecting media for message deliver. Messages delivered to people not in a given segment have little business benefit and wastes money. Segmenting markets and selectively distributing marketing messages improves the value of the message.Carefully and accurately defined market segments can gives a competitive advantage over competitors. Essentially, Boots that best understands what makes customers unique within a segment, and different from one segment to the next. By better knowing customer segments, Boots is most likely to deliver an effective value proposition that entices the customer to Boots brand. Boots can perform more targeted resear ch to learn more about customers and deliver messages that best match their brand strengths to their needs and wants.If Boots is planning camping system, for instance, presenting an add in an outdoor or adventure magazine might make sense given likely interests of the business market. Selecting the best media class and vehicle to deliver Boots marketing messages is crucial to efficient marketing. Market segments are known for utilizing certain types of media more often. 6. Legal and ethical issues As a long range business company, Boots need to consider Legal and ethical issues. Legal and ethical issues are directly affect business strategy, and how business deal with challenges involving government agencies, legislation, or the press.Ethics is a branch of philosophy and according to the â€Å"Stanford Encyclopedia of Philosophy, â€Å"business ethics is the branch of ethics that considers moral activities in a commercial enterprise. In practice, businesses are looking for policie s that ensure legal compliance and confidentiality, examine diversity and management issues, and encourage employee honesty. In these legal and ethical issues, minimizing the privacy issues of organization is an important part of Business Company. That guideline is very useful in Boots because Boots marketing strategy is based on customer data and purchasing pattern.If the important data are spreading to the other rival company, this will cause a big scratch for company. So, Access to personal information should be limited to individuals that have proper authorization. Individuals should be able to review their records and correct any inaccuracies. For instant, allowing all users to read, write and edit every part of organization can occurred data lost and data copyright. So, this way will be save ethical issues. Boots also use internet to give information, promotion message to its valuable customer.By using internet is very supportive for business but the raise of the Internet has brought forth many new legal issues. For instant, Cybercrime, a term for illegal acts that occur online, includes â€Å"phishing† and identity theft. â€Å"Phishing† occurs when an official-looking email, usually spam, asks for a user’s private information. To prevent this, there must be a well-defined purpose for collecting and maintaining the Internet user data and also only the data that is needed for the specified purpose should be collected. To protect Data of business organizations, US produce Selected US Data Protection Laws.They are: * Children’s Online Privacy Protection Act requires websites to get parental consent before collecting personally identifying information from children 13 or younger. * Graham-Leach-Bliley Act- requires notice and â€Å"opt-out† consent before financial business may sell or share consumers’ financial information. * HIPAA – protects the privacy of health care information by medical providers and in surers. * ADA – limits access and requires employers to protect the confidentiality of disability-related information. Above laws are very essential for all organizations and already fit for Boots business.By using these laws for company, organization system will be secure to the gathering, processing, distribution and use of information on the Internet. 7. Conclusion Finally, is is a summary report based on the expert study required from the management of Boots. In this report, I consider strategic evaluation by using SWOT and PEST analysis. Both analyses for Boots are really useful for considering the organization’s current position. For example, In Strength, Launching Advantage card scheme- This is a very valid vision. It can improve Boots sales growth and also can get the trust and respect from customers.It can also supply a loyalty market environment. For weakness, Treats – Rewarding Treats to customer can be pleasure but too much treats can make customers annoying and also become careless vision for Boots products when treats are repeat and repeat. In PEST analysis, investigating ? 25million over database system will be an important part of the rational for Advantage Card Scheme. It already had great profit in first year. So, sophisticated data management and analysis tools can give Boots a big effort is sample for Political. In my report, I already use Four (4) E-Marketing Strategies.Mass marketing (undifferentiated targeting),Multi-segment marketing, Niche marketing, Micromarketing (individualized targeting). For Boots, I chose Multi-segment marketing because of its segmenting strategies are the most suitable for Boots. Finally, Boots has done so far with developing a loyalty card scheme to collect data then analyzing them by using the CDAS system is a excellent basis for the understanding the consumer behavior in order to implement recommended e-Marketing strategies to raise the generally long term sales growth. 8. 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