Ontology is the branch of metaphysics. Ontology exists since the beginning of the universe. The most famous example of Ontology and Epistemology was the dialogues of Plato and Aristotle. Ontology is the enquiry of existence. To inquire about universe, existence of God, matter, and after death happenings is some of the questions (uldaho.edu). According to Marsh et al (2002), the theory and science of being is ontology. Ontology tells us how the world has come into existence. Moreover, it also provides us the information of other world. However, its political implication is also possible because regarding the political and social contest and its nature it satisfies us (Hay, 2002). The world is always there beyond our knowledge and life exists since unknown times; however, this is one phenomenon. The other shows us that in real world is nothing instead time and culture provide a base and it is constructed obliquely and socially.
The question “What is there?” is the core concern of ontology. The relevant material regarding ontology was acquired from Aristotle and Plato’s dialogues. Aristotle defines at great length the general topic in his dissertation about things or natural things. Metaphysics, which is the source of ontology, clearly defines ontology. Therefore, to understand ontology the understanding of metaphysics is necessary. The process of thinking regarding things and defining them in words is metaphysics.
The implications of ontologies are beyond the human understanding. Presently, several breakthroughs have been observed in desktops of domain experts and Artificial-Intelligence laboratories. Moreover, the World-Wide Web is taking great advantages through the utilization of ontology. On WWW, it is being utilized to categorize large taxonomies and classifications of products to enhance their features for sale Yahoo! In addition, Amazon.com is the prominent benefiter of ontology. In addition, great work is under progress for the Resource Description Framework (Brickley and Guha 1999).
The recognition of truth and falsehood, and the means of obtaining knowledge is the core focus of epistemology. It is an investigative science. Priori and posteriori knowledge and its practice is an inseparable part of epistemology. Epistemology teaches us how we can get knowledge by simply improving our thinking. It describes how to learn things without seeing them. Therefore, epistemology is an indivisible segment of our thinking process. The opposite of epistemology is ontology. If ontology is religion, than epistemology is science. Religion describes that God exists but epistemology wants proofs, scientific and concrete, rational and logical evidence of God’s presence. Therefore, all the atheists are the great lovers of epistemology.
Ontology and Epistemology
The role of Durkheim is very significant in the development of sociology. His social cohesion and provocative theories and his social facts concept provided a base for future research work. Durkheim differentiated sociology methodologically and theoretically from present schools of philosophy and history because they also consider social issues. His most famous theory of social facts is acknowledged globally (Durkheim 2012).
Durkheim’s renowned words are still the base of sociology’s objectivity “a matter of treating ‘social facts as things.” In other words, Durkheim suggests the sociologists to treat ‘social facts’ as facts. These facts can only be proved by empirical examination or by peripheral inspection through the utilization of statistics, legal codes indicators. Moreover, the wills of individuals and their demonstration underpinning through moral or legal rules are important for social facts. In addition, in infinite forms that composes a fixed object through a stable attribution, which facilitates the observer; thus, for personal observation or subjective impressions no room is left (Durkheim 2012).
Durkheim Emile: Edited with an Introduction Steven Lukes: Translated by W. D. Halls: The rules of sociological methods, (1982).
Emile Durkheim studied various subjects from crime and suicide, native religious totems and insignias and other phenomena to find the answer of the question what adhesive force bind together social groups and societies. Moreover, he wanted to know how people in industrial and modern societies are bound together despite they do not have acquaintance with each other. In addition, despite their social positions and experiences’ dissimilarities they are within the fold of similar society. Obviously, it is a surprising thing in a growing world of individualistic; the base of society social ties is adhered.
Conclusion
In the current essay ontology, epistemology and social facts theory of Durkheim have been discussed briefly. Ontology and epistemology are reciprocals and their utilization has increased widely in several scientific and rational sciences. Durkheim was a rationalist and great believer of epistemology; however, in later life he transformed towards ontologism.
References
Durkheim, E. (2012) The Elementary Forms Of The Religious Life. Courier Dover Publications.
Hay, Colin (2002) Political Analysis: A Critical Introduction. Basingstoke: Palgrave.
Marsh, David and Furlong, Edward (2002): ‘Ontology and Epistemology in Political Science’ in
Marsh, David and Stoker, Gerry (eds.): Theory and Methods in Political Science, 2nd edition. Basingstoke: Palgrave.
Brickley, D. and Guha, R.V. (1999) Resource Description Framework (RDF) Schema Specification. Proposed Recommendation
Global Branding and Integrated Marketing Communication
Integrated Marketing Communication is a process which involves co-ordination of communication elements in marketing and communication aimed at assisting an organisation to have a consistent and clear communication of its brand. This process improves an image of a co-corporate to its customers and stakeholders.
Integrated Marketing Communication is used in a firm after proper analysis of customer needs and after a review of the market situation Schultz and Kitchen (2000). Customer views and other markets which are a target are relevant to the customers Kotler (2006).
In every organisation, theirs need for marketing and corporate communication which helps an organisation to interact with appropriate markets with an aim of communicating ideas and knowing various perceptions of brands, services and products.
Marketing concept has developed from logic focused transactions and products to development of long term relationships and improvement of resources in order to maintain customer satisfaction on value. This development is aimed at listening, informing and response to customers. Value added services need to positively evolve to provide consistency and clarity Kotler (2006).
In marketing roles, service sectors have systems where communication represents the central element of marketing activities which is a key element in all company functions Ouwersloot and Duncan (2008).
There are models outlined which help increase customer value based on customer, cost, convenience and communication. This models focus on what the customer needs rather than what an organisation can make. This involves understanding customer cost and the most convenient place to buy.
Global Branding and Customer Satisfaction
Customer satisfaction can be defined as an inconsistency between a customer’s awareness and perceptions. Customers in the market, research items before they purchase them. This product assessment enables the customer to make a purchase choice. Most customers end up choosing well-known brands which reduce any purchase risks Smith (1999).Using such models of communication is most preferred rather than using persuasion Kotler (2006).
The goal of Integrated Marketing Communication is to build brands which are preferred by customers and well known to increase chances of purchase which increase brand equity. Integrated Marketing Communication has benefits which provides brand differentiation and improves accountability in a firm which makes customers gain trust with the organisation.
Business environment has changed over the years due to improvement of technology and knowledge transfer Caywood (2012). Due to globalization of trade many firms have responded by using Integrated Marketing Communication to be able to access the market. Globalization has led to a variety of problems such as competition for resources where more customers have immense power in decision making.
Firms have improved their operations in expanding market share which lead to sustainable marketing performance for their customers through shared value. Due to globalization, firms apply marketing strategy which creates profitability with corporate social responsibility. Integrated Marketing Communication involves brand equity and market sensing orientation which brings forth a competitive edge to a product Belch (2009).
For a business to be successful marketing performance is key Belch (2009). Having access to search, experience and credence is a sign of customer loyalty which leads to higher levels of information behavior. This leads to greater integrated strategies which influence marketing outcomes.
Customer value has the ability to respond to need and solve customer problems rather than transfer benefits to customers. Values created by consumers can pay high prices for products based on social issues. This value is usually inferred from customer satisfaction. Consumers may buy a brand from a firm due to additional value on utility which is established by a brand equity strategy Chitty (2012). Due to globalization customers are demanding and willing to pay higher prices for brands which are of quality Caywood (2012).
Integrated Marketing Communication
Importance of Global Branding
For perfect market outcomes there is need for brand identity, which involves brand vision, culture, positioning, personality, relationship and presentation. Brand vision is an idea made to check how a brand will work in a certain environment and how it will make changes in the future of firms and for the consumers.
Brand culture involves assessing visible artifacts, employees and managers values who are involved in the brand making activities. Brand positioning creates positions for a corporate name and takes into account the competitors position. This argument was based on the idea that consumers need brands with a consistent message Ferrell (2011, p.53).
Brand personality is positioned to help stakeholders groups who can appreciate what the brand can do for their firms. Brand relationship means how customers and business associate themselves with the brand. This promotes customer loyalty and helps management know how and why the brand is been used. Brand presentation is a way of coming up with different ways to present the brand which takes into consideration opinions of all involved stakeholders.
Brand equity is the added value on products and services. This is reflected in the way customers feel, think and respond to the brand. It also looks at the pricing, market share and the profitability for the firm. Brand equity is used to look at the financial and strategic aspect of it Kotler (2007, p.240).
For products to survive, the market must have proper advertising and marketing activities. Brand awareness is built on product quality. Proper quality of a brand leads to higher returns. Building brand awareness builds a strong brand image Kotler (2006).
Price is an important element in marketing strategy because it provides outgoing costs and creates profit. Customers look at price as the value attached to the product been sold by a firm. Customers expect price to reflect the quality level of the product. Price premiums reflect the brand ability to command a higher price than its competitors. A product with strong brand loyalty is able to push its upper limits which enable a price premium to be achieved Erickson and Johnson (1985).
When final products are made the place for marketing is a major factor, this helps in knowing how effectively it can be distributed to the consumer. Distribution channels need to be in line with the brand expression which involves analyzing customer needs, establishing channel objectives, identifying major channel alternatives and evaluating major channel alternatives Percy (1997).
Promotion of brands is a channel of information and persuasion used in order to sell goods and services in promoting ideas. Promotion also involves advertising through sales promotions and tailored messages that encourage a target audience to respond to the product. It also may involve public relations which maintain good quality relationships with other firms.
The concept of Integrated Marketing Communication which involves promotional activities of communication in the marketing sector seeks to have all of a company’s marketing strategies which promote a consistent and clear image in the market place.
There is need for Integrated Marketing Communication since there are conflicting messages from different places or promotional approaches which may confuse a firm or even the image of a brand. Also the Web cannot be able to be used only to build brands and brand awareness is limited Percy (1997).
Integrated Marketing Communication has enhanced business outcomes from a number of inter-related factors. Customer attitudes towards loyalty have improved patterns arising from clear and consistent experience of brand value. Improvements on customer attitudes and behaviors have had a positive effect on profitability Caywood (2012).
There has been a more effective use of communication media choices where business processes have had an effective flow adding to higher added value. There has been an increase in learning of brand organisation Schultz and Kitchen (2000). Work rate and cohesion and creativity has improved while eliminating stress levels among workers in a firm which has resulted in more cost effective use of agencies and business associates which later produce better results.
Integrated Marketing Communication has led to saving of money as it avoids duplication of graphic which are used in advertisement of sales Percy (1997). Agencies use one channel for all communication and this reduces costs in the firm
It has consequences on firms which are found in marketing communication, performance and stakeholders. Most results achieved show how well Integrated Marketing Communication has worked effectively with regards to public relations, sales promotion, and advertisement and direct marketing Schultz and Kitchen (2000).
Integrated Marketing Communication has a relationship with marketing communication because different functions within the organisation are implemented during marketing campaigns. It has led to saving of costs relating to many facilities within a firm. This enables increased knowledge of brand preference and purchase intention among customers.
With the use of Integrated Marketing Communication it has positively improved operation efficiency and reduced battles within an organisation. Brand performance has also improved due to proper brand reputation, brand knowledge, improved attitudes and customer loyalty Tuckwell (2011).
There are however barriers to Integrated Marketing Communication due to communication with a wide range of organisations. They include rigid organisational structures, time scale conflicts and poor management skills. Some managers protect both their budgets and power base. Lack of experience in the firm about all the marketing communication disciplines is a major barrier to improvement in a firm.
An organisation can be able to implement Integrated Marketing Communication if it takes certain considerations. The size of an organisation maybe one of them .Larger organisation may find it difficult to implement Integrated Marketing Communication unlike smaller organisations who may have less complex brands.
Type of organisation maybe another factor to consider. Service oriented companies are better placed for integration than product based firms. Service firms have a direct link to the customer .Large service manufacturing firms can be able to integrate Integrated Marketing Communication than smaller firms.
The levels of competition and institutional environment have a major role to play in Integrated Marketing Communication implementation. A hostile environment with aggressive competition and technological innovations may lead to positive outcomes in the organisation Schultz (1994)
Competition pushes a firm to increase awareness and brand quality which results in better brand messages. Technology has made firms to push forward in brand awareness which creates a need for integration Waller (2012).
The relationship between Integrated Marketing Communication and the financial outcomes is very elaborate since it has improved on how price ranges are managed. It promotes the markets in terms of finance by making a variety of products in the market firms. Such products include products, ETFs equities and derivatives.
Integrated Marketing Communication helps in market firms where it provides regulatory and technological improvements since it deals with equity and derivative market products. It has an order entry control which prevents entry of erroneous orders which affect the financial market negatively. This requirement prevents anomalous traders in the market and builds customer faith in such products which turns into better profits Ferell (2011).
Market Integrity Rules have guidelines which are very clear and consistent based on cancellation of erroneous policies and systems. Integrated Marketing Communication supports such rules so as to make sure that products in the market are efficient.
Where there are complex financial products markets are supposed to cancel them after a mutual consent has been made Belch (2009). Integrated Marketing Communication focuses on technical resources which are in the markets. This process ensures executions of financial products are at their best.
Price is the value attached to a financial product which is a major factor when it comes to Integrated Marketing Communication. When a participant trades, there are not aware that some traders are at fault. It helps the market operator in controlling anomalous orders and prices which disrupt the market Percy (1997).
Market operator control improves the market integrity which helps participants to have a view of what constitutes best practice controls. Integrated Marketing Communication helps in controlling cancellations which is very beneficial in derivatives markets in reducing risk where market operator’s controls may fail for one reason or another Caywood (2012). With such public action of thresholds it allows participants to develop trading strategies.
Derivatives markets are controlled from Integrated Marketing Communication to ensure efficiency and transparency. This gives participants an opportunity to help in market transaction which results in price movement. Price movements expose markets to loss due to lack of consistency. Integrated Marketing Communication favors predictability on how erroneous trades can be handled. The market policy recognizes different needs of different products markets which are appropriate for cash equity. Greater commercial certainties are usually in line with the degree of flexibility to provide price formation and protects the interests of retail investors.
There are errors which happen on option and strike price. Such errors are cancelled with consent from both participants involved Ferrell (2011). High frequency trading firms have a high turnover and high capacity.
Market making strategies display relevant market platforms which seek to increase profits on quotes accepted by investors. Prices are adjusted by investors after massive public enquiries. With risk premiums, factors like trade fees and clearing fees are factors which are determined Smith (1999).There are arbitrage strategies which seek to profit from price from products such as futures, equities and ETFs.
Integrated Marketing Communication has an effect on market integrity where market participant’s benefit from competition among trading firms which may include retail investors Caywood (2012).Competition in the market place promotes efficiency. This leads to pricing modes and market data which promote efficiency and controls pricing imbalances in the market.
Integrated Marketing Communication has a major impact on quality of markets which has continued to contribute significantly to liquidity in financial products. There is a properly targeted relief from short selling restriction which mitigates uncertainty which secures the product.
When it comes to price investor protection infrastructure costs can upgrade placements on orders connecting to each exchange as well as best execution obligation. With reduced enforcement and compliance costs, a participant performance can enforce it to avoid uncertainty. Attention to cost is high which is monitored from a range of points by the market operator.
Price transparency increases higher trading volumes which are borne by investors as providers of liquidity including market makers. Placing orders in such market contributes to the important public good of price discovery and formation.
Market capitalization is defined as valuation of a firm based on its share price and the total number of available stocks. Firms calculate this by multiplying the current market price of the firms share with the outstanding shares. This helps customer and investors know the risks of brands which they have a share in.
Integrated Marketing Communication uses financial strategic Integration where data is used to drive such planning for example product offerings. Collection of customer preference towards a product is collected to establish preference. Integration is achieved among all stakeholders to establish value chain. This helps to achieve customer satisfaction together with attaining a firm’s objective Belch (2009).
With Integrated Marketing Communication developments such as return on customer profitability, value, customer migration rates and market share it establishes a platform for marketing investments which impacts on consumer minds, market performance and increases value for their shareholders.
Integrated Marketing Communication has had a positive impact on many organisations relationships with other organisations. It has improved customer attitudes, customer loyalty and retention. Brand performance also impacts on financial outcomes when it comes to returns in a firm.
Integrated Marketing Communication has positive relationship with market outcomes and financial outcomes which is enabled with customer loyalty, brand awareness and brand quality.
The Integrated Marketing Communication concept has many driving factors and effects. It is customer based to maintain customer loyalty. It has benefits in brand communication and marketing and on stakeholders and agency relationships.
Due to development in business more research is been done on Integrated Marketing Communication to be used as a tool for brand awareness. The boom of social media is a major boost especially with support from smart phones is driving more business to use the internet which has become a powerful tool for marketing. This creates a perfect platform for implementation of Integrated Marketing Communication since it enhances interaction in social networks. It therefore has a positive effect on market outcomes and financial outcomes because brands are of quality and this increases customer loyalty which promotes sales. Integrated Marketing Communication therefore should be a priority in many firms as it boosts sales in a firm and ensures customer loyalty.
Market outcomes are based on customer loyalty to a brand which depends on advertisement of a product, promotion and brand awareness in the market. Customer satisfaction is key and is established after information has been collected to determine which brands are more preferable.
Integrated Marketing Communication is a very important aspect in any firm as it helps to coordinate other agencies that interact with the firm in promoting certain brands. This helps to access price fluctuations and what the customers want. Firms can customize on products so as to satisfy customer needs. Integrated Marketing Communication reduces major costs and therefore promotes positive financial outcomes in terms of increased revenue. With effective use of Integrated Marketing Communication firms have a better chance of increasing returns and creating an efficient platform for their business.
It has revolutionized the market industry where customers have more information and easier accessibility to firms. This creates an easier way of doing business and more is achieved. Customers have been able to set their own prices on products they require. Integrated Marketing Communication is a better tool which should be used in the market place.
References
Belch, G. E. (2009). Advertising and promotion: an Integrated Marketing Communications perspective. Sydney, McGraw-Hill Australia.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: an Integrated Marketing Communications perspective. New York, McGraw-Hill.
Caywood, C. L. (2012). The handbook of strategic public relations and integrated communications. Maidenhead, McGraw-Hill Professional.
Chitty, W. (2011). Integrated Marketing Communication. South Melbourne, Vic, Cengage Learning.
Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia, South-Western Cengage Learning.
Kotler, P., Pfoertsch, W., & MICHI, I. (2006). B2B brand management. Berlin, Springer.
Strategic marketing entails that an organization utilizes its resources in adapting with the changes in the marketing environment in which it operates. For an organization to gain competitive advantage and curve a niche over its rivals it need to cultivate and implement a niche marketing strategy that would make it capture consumers to its products in the mist of other competitive goods. In an ever increasing competitive global business arena, the need to strategies and be in tune with current trends in an industry where an organization operates, this is very germane to the success level the organization would attain. Strategic marketing entails that the organization carries out an effective planning that would coordinate the whole marketing operates of the organization and make it adapt to its environment through effective utilization of available resources. Thus, the different marketing strategies; pricing strategy, distributive strategy, promotional strategy, sales strategy, product creation and branding strategy, among others, these are synchronize in meeting the marketing objectives of the organization. The strategic marketing and management pattern goes to reflect the structure of the organization. One strategic marketing pattern adopted in contemporary times is niche marketing.
Niche Marketing Concept
Niche marketing is a marketing concept where a producer tries to differentiate his/her product from what is obtainable from the industry in which it operates. Niche marketing cuts across every industries and it is operational when an organization exhibit a product differentiation strategy, in order to make its product unique in quality, branding, taste, size and shapes. In this regards, Fuduric, et al (2005, pg 3) defines niche marketing as “a marketing scheme designed to distinguish a product from its competition, in regards to products elements such as taste or freshness, inter-alia. This is done with the motive to increase consumer product awareness and demand”.
Producers of goods use niche marketing to catch those opportunities that exist in the industries they operate, as the uniqueness and quality of the niche catcher’s product would be attractive to consumers. The product uniqueness increases consumers’ awareness of the product. For example in the agricultural industry, such professionals that grows cash crops or engage in fish farming have ways of branding their product in such as a way that would differentiate their product from others engaging in the same product production. Examples of such thriving niche marketing in the agriculture industry include the producer of certified Angus beef and Mississippi catfish.
As earlier stated niche marketing is applicable to different industries, be it in agriculture, confectionaries, electronic, automobiles, fashion, among others. Where there exist competition for products in an industry, niche marketing is applicable for gaining market opportunity, and curve greater advantage over market competitors.
Niche marketing, also deals with product value build up, alongside with product differentiation. The producer using niche marketing should be ready to add more value to the organization product in order to give it that unique quality that attracts consumers to it. Branding and labelling plays significant role in niche marketing.
The branding of a product goes a long to determine the first impression that consumers would form concerning such product. Thus, the appeal attached to a product is contributed through branding and the product’s quality.
In creating niche market, the producer, apart from laying emphases on the product’s quality, as demanded by consumers, need to adopt methods that would enhance the product’s production, and structure channel marketing that would give the product its regional identity. When this is done, the advantages associated with niche marketing would be attained. Those advantages associated with niche marketing include the following:
Niche marketing gives uniqueness associated with a product, thus differentiating it to enable producers earn more;
It creates avenue for product rearrangement in a food chain structure, in order to discover more appropriate ways of product distribution to bypass intermediaries;
Niche marketing also, intensifies the communication bond between the producer and consumers of the products. Those salient qualities the consumers desire would be easily communicated to the producer as a way of improving the quality of the product;
By satisfying the consumer through niche marketing, the producer stands to gain greater market share in the industry it operates.
In this era where consumers are becoming conscious to the effect products have on the environment, their choice and taste for products graves fro those with little or no harmful effect to the environment. Many consumers of fresh fruits and vegetables, seafood, among others, would prefer those produce with less chemical hazard causing substance. For instance, many consumer do not want organic products, they prefer those grown naturally. With this level of taste and awareness, a producer can make his product with in line with those tastes and wants the consumers’ desires. When this is done the process of niche marketing is enhanced.
Niche Marketing
A successive niche marketing strategy should be able to adequately utilize the organization’s resources in adapting to the business environment in which it operates. Here, through the strategic moves the organization is able to increase the sales level for the organization and customer patronage. In doing this, the organization’s strategy should be centred round the customers through its marketing mix. Here, strategizing should take acknowledgement of the product, place (distribution), the price, and promotional strategies in building a competitive base for the organization, through customer’s satisfaction. In this view, Oden (1997:3) argues that “many of today’s most successful organizations continue to survive because many years ago they offered the right product at the right time. Most product, market, and process venture decisions of the past were made without the benefit of strategic thinking or planning. However, present-day managers increasingly recognize that venture decisions must be made in the context of a venture strategy. As they find themselves in ever more complex and turbulent environments, their past internally oriented, reactive approach to decision making is giving way to an externally oriented proactive approach that requires more analysis”. Communication plays a significant role in contemporary marketing strategy, even more in an organization that adopts niche marketing strategy. Thus, for an organization to put up a good niche marketing strategy it must always communicate with consumer to know those changes they desire in its products, so as to keep them attracted to the product continually.
How Innocent Drinks Organization Has Adopted Niche Marketing In Its Product Enhancement
Innocent Drinks organization started operation in the production of drinks since 1998. The name ‘Innocent’ for the organization is derived to symbolize the organization’s products that are naturally made and unadulterated. “We call them innocent because our drinks are always completely pure, fresh, and unadulterated. Anything you ever find in an innocent bottle will always be 100% natural and delicious -and if it isn’t, get on the banana phone and make us beg for forgiveness” (Innocent Drinks, 2006). Innocent drinks organization involve in the production of drinks derived from its cow milk and fruit drinks. The organization has variety of brands of drinks, which are produced to give delight to its customers. The different range of the organization’s product range from smoothies; with brand for children and other varieties; superfoods; a natural smoothies produced for specific purpose such as when one feels tender; big carton smoothies for home keep and refrigeration. There is also thickies; probiotic yoghurt, and juicy waters containing juice and spring water all mixed up to make customers feel wonderful and satisfy.
Innocent Drinks has utilized the process of niche marketing in sustaining itself in the drink industry where it operates in European countries, and the United States.
The products of Innocent organization are produced in ways that consumers get the natural taste of the drinks they consume. Here, pure, fresh, and unadulterated drinks are produced in their quality form for customer’s satisfaction. The products are 100% pure of fruits or milk according to the different brands. Thus, customers are guaranteed that they are consuming hygienic, natural, and unadulterated drinks. Furthermore, the Innocent Drinks organization has different varieties of assorted smoothies, made of fruits and milk. The different brands of the organization are made to satisfy customers taste both young and old. The prices of the Innocent drinks are moderate and customer friendly. The drinks come in small bottled pack, which costs are affordable by all and sundry. Given the quality and pure unadulterated drinks consumers get from the Innocent drinks product range, they get the worth for their money. The strategy embarked by the Innocent organization where it recycle its products containers and bottles, this goes to reduce the cost of production of the organization’s product, hence, the price set for its products are low. “We are moving away from virgin finite materials to renewable materials, such as recycled plastic and plastic alternatives such as bottles made out of corn starch – a material known as Polylactic. To date, we have managed to get our plastic smoothie bottles to 50% recycled plastic (we’re working on the rest) and we have a corn starch, commercially compostable bottle due to launch in September 2006” (Innocent Drinks, 2006).
The distribution of the organization’s product is carried out through direct sales of the organization’s products to consumers by the aid of the organization’s cow van. The cow van helps to carry the organization’s product every nooks and crannies in the United Kingdom where it operates.
The promotion of the organization’s products is done through the strong brand it has built for itself. The cow van is easily recognized, and this serves as a medium of promoting the organization’s products as the vans engages in the distribution and sales of the organization varieties of drinks. The well-structured websites of the organization is another medium in which the organization promotes its ranges of products to a wider market in the international level.
All these 4 Ps of the organization’s strategic marketing are integrated to bring about the effective increase in sales of the organization’s products. Each of the strategies for product manufacturing, pricing system, promotion and distribution all are built in an integrated pattern to bring about the effective distribution of quality product at an affordable price to customers. Moreover, satisfaction of customers taste is the overall focus of the Innocent niche marketing strategies.
Reference
Fuduric, Joseph A., et al (2005) “Marketing Wild Caught South Carolina Shrimp: Lessons Learned from Agricultural Niche Marketing Programs” pp. 3
Innocent Drinks (2006) “The Innocent Foundation Organization”
Oden, Howard W. (1997) Managing Corporate Culture, Innovation and Entrepreneurship. Westport, CT: Quorum Books pp. 51
Rahmann, G., et al (2001) “Opportunities and Barriers for Niche Marketing of Lamb in
European LFAs Based on Consumer attitudes to Product Quality” pp. 42
The Impact of Web 2.0 on International Marketing Practices
This essay is about Web 2.0 and its impact on international market. Before going in detail we will see what actually Web 2.0 is. The Web 2.0 is basically a term that is used for describing a variety of different web sites along with different applications that mainly allow the users to create and at the same time share their online information or any material that they have created. One of the key elements of the technology since the beginning of time was that it allows the users to share what they create, collaborate and also actively communicate. The Web 2.0 specifically differs from the other types of websites due to the fact that it does not need any additional web designing or even publishing skills for participating and this makes it very easy for the people to create and also to publish and throughout the world (Thomson 2008).
To go in detail, the Web 2.0 is more commonly referred to as the second generation of World Wide Web and it is basically a set of tools allowing the people build up their personal social or business connection and share information along with collaboration of their project online. Its common features include wiki along with social- networking sites, online communities, virtual worlds and many others (Parise, Guinan & Weinberg 2008).
Since the emergence of the Internet back in the 1990’s, it has created tremendous global effects on mostly every human being, learning inclusive. In terms of globalization, it has stimulated a wide shift mainly in the traditional boundaries in terms of teaching and this has further broadened the act of education horizon greatly. At the end of 20th century, the gradual switching mainly from monopolistic (Web 1.0) to the democratic (Web 2.0) eventually stimulated radical changes most importantly in the fields of learning and teaching (Enobun 2010).
Like many new software, this new generation of Web 2.0 basically includes many new features along with many new functions that were not available during the past years. However, this Web 2.0 is not any specific version of Web, but it is rather a set of series of different technological improvements (Tech Terms, 2008).
The most remarkable contributions of Web 2.0 are listed here with further detail discussions later on. Firstly, there are blogs which are also known as the Web logs and these are mostly involved in allowing the users to post their thoughts, their updates and stories related to their lives on the web. Secondly, there are the Wikis. These are mostly the sites like Wikipedia and many others which enable the users from all across the world to write, add and update their content regularly. Thirdly, there are the social networking sites. Different sites like Facebook, Twitter and MySpace offer the users in building and customizing their own profiles and also to communicate with their friends situated all around the world (Tech Terms, 2008).
Web 2.0 Marketing
Fourthly, there are the web applications. These are a broad range of modern and new applications which makes it possible for the users that they run their desired programs directly in any of the Web browser. The fifth most important contribution is the podcasting. Podcasting is basically a way in which the users make audio or even video files that are available on the internet and which can either be listened or viewed on any portable PC or any hand-held devices like an iPod or any mp3 player. The sixth major contribution is content hosting services. The content hosting or better called as the content sharing sites mainly allow the users to upload their content and these mostly includes YouTube, Flickr, etc. The next major contribution can be the sites which allow online shopping and lastly sites which allow users to book their hotel rooms, their flights simply through internet and drop the idea of going personally.
To go in detail of the above mentioned contributions, there are many soft drink companies which use the internet fir their marketing. The company, which greatly relies on the internet for its local and international marketing, has eventually brought every Web 2.0 technology into play to gain more profit and customers. Until recently, many of its ‘social media’ steps and efforts have openly been engaged in different blogging sites. Most commonly, the companies own historians are making daily posts on their Coca-Cola Conversations blogs; which are mostly included in the virtual worlds as discussed above. The company also employs sites like Facebook and Twitter to increase their publicity by creating their own company’s page to increase consumers and fans.
Secondly, if we talk about social networking sites in detail, then in this paragraph we will discuss about Facebook. It is the most popular site of recent times mostly in terms of social networking that is included in the Web 2.0. It actively allows the users in creating their own personalized profiles; share their profiles with many other users with similar choices and tastes hence increase the act of social networking. Besides this, the user can also choose to create their own profiles and later on make them private or even public. Facebook is known to allow the users to post their photographs, their videos, articles, music, statuses and many other things. Moreover, some of the users can also find their close friends simply by typing their names in the search box (Swabey 2008).
In order to gain popularity, Facebook and the companies who seek to increase their marketing value should efficiently achieve the following objectives. Their pages should be visually very attractive, they should be easy-recognizable and most importantly they should post content regularly. The companies should actively advertise their pages to gain more fans and more supporters otherwise no one would know of the page. Thirdly, it is very important to communicate with the fellow followers in a well-mannered and in an appropriate way. The main reason behind this is that the users will be able to open themselves and also provide feedback to the company (Podobnik, Ackermann, Grubisic and Lovrek 2013).
Web 2.0 Marketing
There are many sports company which also uses social networking sites. An example of includes Nike. Like many other global brands, Nike also has a number of Facebook pages for their fans for each of its famous product categories, including the golf line, their shoes, cloths, snowboarding along with football. Nike also has its own famous official website which mainly includes all the important product categories where the consumers can easily search for their review content for instance such as the buyer’s feedback, the number of people who has already bought any particular product or even the list of the people who has viewed any particular item before they can decide what to buy and what not to. Similarly, the users can also click on the button that is present under each item and this tells the users which product is popular and which are not. This is mostly seen in the Facebook pages (Moth 2013).
Twitter is another example of Web 2.0 with its social media marketing sites and this is also very similar to the Facebook page. Here different companies can edit their own official Twitter profile along with their backgrounds mainly as the brand image promotion. Moreover, the associated administrator of the related company can also upload different Tweets which are only allowed up to 140 characters, and eventually every user can give their feedbacks in the form of replies and even follow them just as in the case of Facebook (Moth 2013).
Another major contribution as discussed above include sites like Media toolkit which is a very useful web service that was initially developed in Croatia and it enables only real-time discovery most commonly on the global scale for most of the popular as well as some of the shared content that mainly originates from web sites in which the user seems interested in. Additionally, this Media toolkit site also predicts which of the contents will become popular in the near time. It is a very common fact that the SNSs like Twitter, Facebook, LinkedIn and many others are known to influence the overall consumption of the news mainly on the web. So we should know that whatever is shared is also being read, thus this generates more traffic to the different web sites that are sharing friendly content (Podobnik, Ackermann, Grubisic and Lovrek 2013).
Another common example which lies under the contribution of Web 2.0 includes Foursquare which is a common location that is based in SNS with around more than 1 million brands and they are using it as their SMM channel. The most common difference between this and other social networking sites like Facebook and Twitter is that the users cannot exchange their status updates along with tweets about their day to day activities but they can only exchange information that is related to their current location by simply checking into those places. Although this feature is available in Facebook, many users still prefer this site. (Podobnik, Ackermann, Grubisic and Lovrek 2013)
If we look ahead, then this Web 2.0 used by different companies may be developing some hardy roots. Over around half of the companies all across the world still plan increasing their investments mainly in different Web 2.0 technologies just to increase their international value and to gain profit (Mckinsey 2009).
References
Thomson, H. (2008) What is Web 2.0 Technology? Wikis, Blogs & Web 2.0 technology, 1, 1-5.
Parise, S., Guinan, P. J., & Weinberg, B. D. (2008) The Secrets of Marketing in a Web 2.0 World.
Enonbun, O. (2010) Constructivism and Web 2.0 in the Emerging Learning Era: A Global Perspective. Journal of Strategic Innovation and Sustainability, 6(4), 17-25.
Swabey, P. (2008) Coca Cola stays young with Web2.0.
Podobnik, V., Ackermann, D., Grubisic, T., & Lovrek, I. (2013) Web 2.0 as a foundation for Social Media Marketing: global perspectives and the local case of Croatia. Cases on Web 2.0 in Developing Countries: Studies on Implementation, Application and Use.
Moth, D. (2013) How Nike uses Facebook, Twitter, Pinterest and Google+.
Mckinsey (2009) How companies are benefiting from Web 2.
Project Management Standardization Dissertation – Poor project performance has led to industry calling for Standardized Project Management tools, yet it is the organizations themselves who have chosen to overlook or ignore the tools while implementing organization strategy that exists for their assistance. This paper investigates the implications change management practices have on individuals as a result of strategy change, whilst challenging the poor Project Management knowledge and understanding of individuals within project based organizations.
It also identifies the currently poor application of Project Management theory including the alarming levels of academic qualifications many practicing Project Managers currently hold. The purpose of the dissertation was to explore this call for standardization by conducting a review of the knowledge, understanding and opinions of individuals regarding: change management implications of organization strategy implementation; and organizations? application of Project Management theory.
Project Management Standardization
However, while conducting the review, offering discussion points or arguments, it is important to recognize when talking about Project Management Standardization, it is not an exact science and there are several fundamental floors such as the theory is relatively abstract and many parameters are difficult to be measured as they are usually based upon the opinion of industry personnel with predetermined beliefs.
The aim of the dissertation was to identify and understand evolving management theory and how it aligns with organization strategy as it was believed that with such a large amount of capital being spent on projects, organizations did not place a high enough level of priority on Project Management processes or academic qualifications. Whether this is a result of ignorance, or just a pure lack of understanding of the implications on the behalf of executive level management, was the basis for discussion throughout the dissertation. Finally projects are aimed solely at either increasing profit in line with organizational mission requirements or increasing efficiency through productivity. So the dissertation is written with the intention of raising awareness to improve project performance and not just to highlight organizational short comings.
The dissertation aim is to investigate how evolving Project Management theory, organizational strategy and change management implementation and Project Management academic levels influence individual’s perceptions and actions within project based organizations.
To identify and introduce evolving management theory
To analyze the role that Project Management has within organizations strategic management processes
To investigate the level of understanding individuals within organizations have of Project Management processes
To investigate the academic levels of individuals within project based positions
Conduct a questionnaire based on the aims, objectives, and literature review formulating a strategic set of questions to challenge senior managers with an interview in relation to the concerning trends
If you enjoyed reading this post on standardization of project management, I would be very grateful if you could help spread this knowledge by emailing this post to a friend, or sharing it on Twitter or Facebook. Thank you.
