Html5

Currently, in terms of web development, Flash, in spite of its success, is still not regarded as a standard because it is a proprietary technology provider. While web plays an important role in business, communication and society should not be in the hands of an independent supplier. However, giving up Flash means to redesign the web, with all the difficulty and costly. Now, when the HTML5 appears, the emergence of HTML5 creates more confidence and convenience to those who do not like Flash.This paper focuses on the very first definition of HTML to lead you to the modern web which may replace Flash in the near future. What is it HTML is a language that provides a means to create structured documents by denoting structural semantics for text such as headings, paragraphs, lists, links, quotes and other items. HTML5  is currently under development, as the next major revision of the HTML standard. This code can now be used for new functions that can benefit developers and Internet user s. What it consists of? HTML5 concludes a number of new elements and attributes.The most important of them are: CANVAS ELEMENT The canvas element can be used for describing graphs, game graphics or other visual images on the fly. Having to rely on plug-ins is not necessary. The possibilities are endless. VIDEO ELEMENT Embedding video used to be impossible without third-party plugins such as Apple QuickTime or Adobe Flash. Thanks to video element, now it’s possible. It is intended by its creators to become the new standard way to show video online. GEOLOCATION Locating a users’ place is not a new thing on the web. In fact, most websites already do this by means of IP address detection.But this is not always reliable, so HTML5’s geolocation is an alternative method of correctly pinpointing a users’ location. The new idea is to get the location information from Wi-fi towers and GPS. OFFLINE WEB APPLICATION Despite of their unavailable network connection, the offline web applications enable users to continue interacting with web applications and documents. The user can, for instance, access email locally without having to connect to the Internet or install an external client. How it works HTML5 provides support for video and audio â€Å"naturally†.It means that users can watch videos on site like the way they read the text format without having to bother installing Flash system program or any other plug-in program or not. How it will be used HTML5 has been developed since 2004 but now suppliers of Apple, Opera, Mozilla and Google recently built new elements of this compatible language in browsers. In the end of January, YouTube – the biggest video sharing website in the world – announced to test HTML5. Even Microsoft, along with promoting Sliverlight technology (to compete with Flash), also became interested in web standards and intended to bring HTML5 to Internet Explorer.Benefits compare with other technology * Of fline storage: Kind of like â€Å"Super Cookies†, but with much more space to store for both one-time data and persistent app databases. * Canvas drawing: Sites can mark off a space on a page where interactive pictures, charts and graphs, game components, and whatever else imagination allows can be drawn directly by programming code and user interaction—no Flash or other plug-ins required. * Smarter form: Search boxes, text inputs, and other you-type-here fields get better controls for focusing, validating data, interacting with other page elements, sending through email, and more. Web application focus: It’s fair to say that HTML5 is aimed to make it easier to build wikis, drag-and-drop tools, real-time chat, and other modern web, and have them work the same across browsers. Potential Disadvantage * Basic animation and media features. * Lack of good tooling to be productive in developing large sized HTML 5 applications. * Very limited support for media formats. * User may need to be connected to use an HTML 5 application. * Inconsistencies of HTML being implemented between web browsers (different parts of the standard are implemented).

Family in the 21st Century Essay

Family inthe 21st Century Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In the past years family has been the base of the society but there has been an enormous change in this 21st century. This change has brought a new meaning of a family. There are a lot of factors that has contributed to this change of the real meaning of a family. This change is not for the better of the family but for the worse and because of that there has been a failure in the society.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The real concept of the family according to peter, 1998 was based on extended family where all families were staying together even some under one roof. In those families, children were taken-care by all members of the family. This has eventually changed in this century where now families live far from their relatives and even most of the children they do not know their grand parent (Clarke et al, 1998). This has made evil to increase in the society in that relatives can marry because they do not know one another’s origin. In the past, families consulted their grand parents during difficult time, but in this generation there is no respect between families and there grand parents. This reflects the true meaning of a family in this generation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Mothers were not allowed to work outside home job a century ago; this was for the advantage of the children because they were raised in a good manner. Due to change in labor market in this generation the percentage of working women has increased. This has caused a situation where both parents are working and thus children’s are left to house workers, this is the reason why the young generations of this century are so evil because they do not have anybody to guide them. That is the new meaning of families today where they are so business oriented and they forget parental (Clarke et al, 1998).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Families of this century have become ant-technology in that they spend all their time on televisions, phones and in the social media. This is not only children only but also parents. Parents lack time to teach their kids good morals and they end up to be a problem in the society. The exposure of children to this social media has caused them to be introduced to evil things at a younger age. Due to lack of time between parents and children’s, there has been lack of unity in the today’s families (Clarke et al, 1998).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This is because parents are to busy with their work and they have no time with their children’s and even themselves. The new concept of families today is that families do not know each other. Parents do not know each other and children do not know their parents. Lastly many families today consist of single parents or children being raised by their grand parents this is because of divorce in many families. Conclusion   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The concept of family has changed in the 21st century for worse and thus family has lost its position as a corner stone in the society. The evil that is in the society today is due to the failure of the family to stand in its position. Children are the most affected in this dramatic change of families, this is because when parents divorce children’s are the ones who suffer and when they lack morals due to their parent’s failure, they are still the ones who suffer. Reference Peter Clarke, Cheri Viniall and others, (1998) Raising the standard: Thecode of practice forchildren’s information service.Published by Choices in Childcare. Out of print. Source document

Sample Letter Business Communication

American Southern Airline 1804 Freeland Street East Warf, WA 97458 November 20, 2012 Mrs. Leticia Tomlinson 1952 Kanako Lane Mount Vernon, WA 98273 Dear Mrs. Tomlinson: At American Southern Airline, we take pride in exceptional customer services. Not only is our staff regularly trained but also highly motivated to ensure comfort and convenience for our customers. Giving such importance to our customers is what differentiates us from other airlines operating in the country.Over the years, your feedback and our experience has indicated the need for a Standard Operating Procedure (SOP) for our flight teams. This allows our employees and customers to be well aware of our procedures and helps us consistently deliver the promise of superior service to you. At the heart of our SOP is proactive communication, which reflects through guiding our customers step-by-step from ticketing to safe landing at their destination.Most of customers travelling between Atlanta and Seattle take connecting fl ights to other destinations, Chicago O’Hare being the most suited switch stop for them. It also gives us an opportunity to clean up the cabins so that that the incoming passengers feel at home. For this reason, we always make an announcement advising the passengers to carry all their belongings with them while departing the aero plane. Despite all the measures to ensure your convenience, it is unfortunate for us for not being able to recover the loss of your prescription glasses.We assure you that we will continue searching and if we find it, we will have one of our team members deliver it at your doorstep. Taking this opportunity, we would like to tell you how much we value your choice to travel with us. As a token of gratitude, we would like to extend a special travel voucher valid for any destination up to 4,000 miles. We hope that you will continue to enjoy the same luxury we guarantee you every time. If I can be of any help, you may contact me directly at +91-566-8663456 . Sincerely, Usama Rafi Manager, Customer Services

Adversarial and inquisitorial criminal justice Essay

Adversarial and inquisitorial criminal justice - Essay Example There are two systems that are utilized in the administration of criminal justice: 1) the adversarial system (also called accusatorial), and 2) the inquisitorial system. This paper aims to present the difference between the two systems in relation but not limited to the purpose, who are the parties involved, what are role of the parties involved, and the rules involved in the criminal procedure towards the attainment of their aim.Once a crime has been committed, the criminal justice is initiated by the filing of the complaint or criminal action by the victim (called the plaintiff in the complaint) to the police or to the prosecution, against the accused (called the defendant in the complaint). The different steps or procedures undertaken from the filing of the criminal complaint, trial by the court of the case, and to the conviction or non-conviction of the plaintiff is called the criminal procedure. After the complaint has been filed, the next step in the criminal procedure depends on the country of the court where the case was filed. In England and Wales and other common law countries like the United States of America for example, criminal proceedings are sometimes referred to as an adversarial system. 1 In this system, parties to a controversy, develop and present their arguments, gather and submit evidence, call and question witnesses, and control the process within the confines of certain rules and regulations.2 On the other hand, the inquisitorial system which is employed on the continent of Europe among most (but not all) systems of civil law, the conduct of investigating the case, gathering of evidences, and questioning of witnesses is the sole responsibility of the judge of the case.3 While the judge or jury in the adversarial system is a passive recipient of information4, which means that he will only know the facts and arguments of the case during trial, the judge/s play/s much more active roles in the criminal process in the inquisitorial system that include investigating, collecting of evidences, and questioning of witnesses.5 The most striking differences between the two can be found in criminal trials. In the Anglo-American adversary system, the parties to a dispute (plaintiff and defendant), or their advocates (prosecutor and defense counsel), square off against each other and assume roles that are strictly separate and distinct from that of the decision maker that is usually a judge or a jury.6 Each party has to develop and present arguments supported by proofs. In the United States for example, the prosecutor (counsel of the state and in behalf of the plaintiff) will be the first one to present his arguments and evidences to support his arguments. His purpose is usually to prove and convince the judge that the defendant (or the accused) really committed the crime and should be penalized. After which, the defense counsel will also present his arguments and evidences to prove the innocence of his client (the defendant). After the presentation of arguments and evidences by parties, the direct examination and cross-examination follows. The prosecution and the defense counsel will have the opportunity to examine the evidences and witnesses presented by the adverse party to illicit further information and to determine the veracity and truthfulness of the evidences presented. The adversary process is governed by strict rules of evidence and procedure that allows both sides equal opportunity to argue their cases and to ensure that the decision of the judge is based solely on the evidences presented.7 If both of the parties already rested their case, meaning when direct, redirect, and cross-examinations are over, it is where the function of the judge enters. The judge should decide based from the merits of the case presented before him, whether to convict the defendant-accused or to set him free.

Report - Innovative team Management Plan Assignment

Report - Innovative team Management Plan - Assignment Example In addition, several global organizations focus on workplace diversity program to integrate the employees of different cultural background with the organizational culture and values. It is important for an organization to develop effective and improved workplace culture to maintain significant and hazard free business operations. Team Goals Leading organizations always try to develop effective team goals to meet organizational goals and objectives. (A) Specific team goals need to be developed by the leaders or managers as a significant part of team performance plan. Clear and shared team goals provide several advantages to the team performances. Effective team goals can help the managers to communicate with the team members about the specific role of the team. It can guide the team members in planning and development process. It helps the team members or employees within a small team to complete assigned tasks within a given period of time. Managers or leaders can easily evaluate the performance and outcome of a team work through these developed team goals. In addition, appropriate team goals can reduce the threat of group or team conflict within the workplace of an organization. (B) Several organizations implement various strategies to enhance creativity and innovation among the team within the workplace. Reward creativity, support creativity, workplace diversity and positive working environment are the four strategies that can enhance creativity and innovation among the team members. Effective reward distribution can motivate the skilled and talented employees to generate innovative ideas. It will help to complete the team project successfully. Support creativity strategy can help employees to take calculated risk in order to achieve significant project outcome. Workplace diversity will help to exchange different ideas among the employees. It can enhance the decision making process. Positive working environment can inspire the employees to perform well to ach ieve personal and professional objectives with greater flexibility. Innovation and Creativity Creativity is known as generation of several innovative ideas. On the other hand, innovation is the transformation of new ideas into a new organization, product, service or a process. (A) Several leading organizations are trying to differentiate their business operation through the implementation of innovative and creative business strategies. The demand for workplace creativity from the employees of an organization is rising in this age of technological revolution. Innovative leadership style can help an organization to change and implement new ideas and strategies in the workplace (Grivas and Puccio, 2011, p.123). Creative thinking and innovation are useful during the strategic planning process. Effective workplace diversity, work distribution and significant reward system are some examples of innovative and creative leadership style. (B) Several leading organizations are trying to implem ent new innovative management strategies in the workplace to achieve successful project output. Innovation teams, linking innovation with operation processes, and anonymity & confidentiality are

Limitations on Police Force Research Paper Example | Topics and Well Written Essays - 1000 words

Limitations on Police Force - Research Paper Example Thesis statement: The limitations on Police Force are dangerous to police officers and citizens because the same affect the proper functioning of law enforcement. How police officers are limited in their way of handling everyday actions? To be specific, police officers are properly trained and permitted to use physical force in critical conditions. In addition, police officers are authorized to maintain peace and security in a society and their actions must be considered as an integral part of their duty. Vincent (1990), opines that â€Å"The right to resort to the legitimate use of force and the law is a constant backup or factor that makes the police officer’s role different from all other occupations† (p.77). During internal/external insurgencies, the Police Force is fully responsible to keep law and order in the mainstream society. For example, when an internal or external insurgency occurs, it is the duty of the police officers to conduct search. In this situation, limitation on using physical force will hinder the progress of investigation. Williams (2005), opines that â€Å"Decisive, timely, and forceful intervention, when needed to overcome the suspect’s illegal acts, can lead to less severe resistance and fewer police responses involving high levels of force† (p.17). ... When the level of the force used by police officers goes beyond limitations, there exists high possibility for criticism from the public. Some of the limitations faced by the police officers while handling everyday actions include limited gun use, limited physical use and limited use of chemical agents. A. Limited gun use The police officers use guns in extremely critical conditions because they are aware of the consequences of the same. When the usage of guns in critical conditions is limited, there exists high possibility for injury or even death. Lieberman (1999), states that â€Å"Individual police officers may be sued for DAMAGE in federal courts for violation of a person’s constitutional rights† (p.354). Besides, this limitation hinders the police officers from handling their everyday actions in an effective manner. B. Limited physical use In certain situations (say, during violent demonstrations), the police officers may be forced to use their physical power to r educe the scope of large scale calamities. Shetreet (1988) makes clear that â€Å"Indeed, it may be the case that without the use of physical force by police officers during interrogation, occasionally persons who had committed crimes would escape conviction and punishment† (p.277). During these types of situations, limited physical use is impractical because the best possible way to control the outraging mob is to use physical force. So, limited physical use in certain situations will reduce the confidence level of the police officers. C. Limited use of chemical agents In certain situations, some chemical agents like pepper sprays are used by the police officers. The usage of chemical agents is less

Computer Programming I Essay Example | Topics and Well Written Essays - 2000 words

Computer Programming I - Essay Example C# is employed in software development projects intended for a huge amount of Windows and Microsoft products like that Microsoft Access, SQL Server, Microsoft Office, ASP.NET, and Web based platforms development through ASP.NET, Document Sharing, and Microsoft SharePoint intended for collaboration as well as Intranet Development plus a broad amount of other products. The C# programming language as well helps and supports the development of applications for the PocketPC or mobile development as well as Desktop or Windows development. The need for C# programming skills is yet elevated even in the present economic climate. We can verify these facts from today’s top job advertisement website like that Monster, Dice or Career-Builder or some of the other top job websites. C-Sharp (C#) language based software developers having six months of computer programming expertise and experience are capable to obtain full-time jobs, contracting or consulting positions at any province, state o r city. C# programming language developer salaries vary from $60,000 to six figures. Although, six figure pay are more widespread for C-Sharp software development advisors as compared to full-time workers, they are yet available for truly good C# developers. One of the most excellent secrets of becoming a computer programmer is that we are able to learn computer programming at home as well as improve our abilities to a capable level without initially obtaining a programming job. As it is figured out that total cost of investments of taking expertise and effective knowledge of C-sharp computer programming training would be small enough in comparison to how much we pay for studying law or medicine in college. What we need is to stress for a computer programming profession regarding taking expertise in coding skills, software development knowledge as well as some programming experience that is connected to the job we are

The Structure and Function of the Endocrine System in the Body Essay

The Structure and Function of the Endocrine System in the Body - Essay Example Release of hormones is slow or fast. Hormone production ceases on attainment of the required physiological activity. The endocrine system regulates almost all the other structures of the body. The circulatory system carries the secreted hormones to all the target tissues and organs. The main function of the endocrine system is homeostasis. Homeostasis is the maintenance of the internal environment at a constant state for proper function of cells. Individual hormones affect cells that contain a specific genetic program that allow them to respond. The secretion of hormones by the endocrine glands causes specific responses that led to corrective measures (Falvo, 2013:374). Endocrine system functions by feedback mechanisms. The hypothalamus releases a hormone that triggers the pituitary gland to produce stimulating hormones. The stimulating hormone acts on the specific gland making it to secrete its hormone (Sherwood, 2012a, p19). When the level of this hormone increases in the blood, the hypothalamus and pituitary gland stop their secretion. The secretion by the target gland eventually stops. The cells contain receptors on the membrane. The hormones bind to specific receptors trough the key-lock mechanism. Polar hormones generate a chemical signal through a second massager because they are unable to penetrate through the cell membrane (Falvo, 2013:378). The second massager activates the response of the target cell. The target cell begins the triggered activity. The non-polar hormones like the steroids enter the cell and bind to their receptors found in the cell cytoplasm. When it gets into the cell, it binds to the receptors on the nuclear membrane. This activates the hormone receptor complex, which in turn binds to the DNA stimulating specific genes to produce proteins. The following are the major glands that integrate for the proper functioning of the endocrine system. They include the hypothalamus, pituitary gland, parathyroid gland, pancreas, ovaries,

Apocalypse of 2012 - Converging Points and Perspectives Essay

Apocalypse of 2012 - Converging Points and Perspectives - Essay Example The revival of old religion along with New Age philosophy has made modern society curious about 2012 Apocalypse. New Age beliefs made modern man look back at different philosophical and spiritual beliefs that led to rediscover the Mayan Calendar. It is important to understand that ancient Mayan cultures had divine respect for the sun, moon, and stars. The main factor in the creation of the Myth is the Popul Voh, which is similar to the Bible since it also tells a story of creation by the Mayan God known as â€Å"Heart of Sky†. The story is replete between the battle of good versus evil, but the important thing is that it highly influenced the creation of the Mayan Calendar, much more- it shows the Mayan’s beliefs in â€Å"cyclical time periods as a scared entity "(Gossen. 17). It was during the Ezapa era were shamans or priests calculated 5 periods in a cycle (wherein a cycle of 25,625 years were divided into five). Each period represented 5,125 years known as five wor ld ages. By 2012, the world is nearing the fifth period that would supposedly end in a catastrophe. It would take volumes of research to understand how the Mayan calendar was formed, but it is interesting to know the reason behind this cultures obsession with numbers and mathematical accuracy – it was the basis of â€Å"legitimacy for political power† (Rice 11). ... The power of information, especially through technology is much respected nowadays; hence, the public would depend on men of science to explain the forthcoming event. This would not only make them understand, but develop a belief system based on scientific assumptions. This brings us to a more intelligent discussion regarding the 2012 Apocalypse- what men of science have to say about these things. Science has a great role in educating the general public about the issue. There are some people like Greg Braden and John Major Jenkins, who aggressively promote the fulfillment of the 2012 Apocalypse. Jenkins has been reviewing other books regarding Mayan prophecies but concludes in the end that the event coincides with the winter solstice in 2012 (alignment 2012.com). Another popular writer, Greg Braden, explores the power of the algorithm in exploring cycles. His earlier books like the Divine Matrix that presented controversial issues like the Michelson and Morley experiment (Braden 19) and his connection of spirituality and science made many people believe in Braden. His new book Fractal Time tries to explain the importance of patterns in people’s lives that could create a change in the society. Braden used algorithm to create a Time Code calculator that anyone can use in charting the events in one’s life. However, these are individuals trying to make sense out of what they believe in and sharing it to the public. Do scientific authorities support such? It doesn’t because science needs to be exact. What we have for now are possibilities of having sun spots. NASA provides an update of such ever since sunspots were created way back in 2006. Sunspots are planet-sized flares that can create sun storms

Adult learning and development perspectives from educational Essay

Adult learning and development perspectives from educational psychology - Essay Example Educational psychologists have discovered individual differences that start from the learning and development of children from schooling and end at their adolescence. Researchers have not only studied various behaviours of children but also analyzed and evaluated them by measuring their attitudes, testing their capabilities Educational psychologists believe that although adult learning and development are lifelong processes, but it is also unskeptical that the initial education and learning styles are those factors that depends entirely upon the values and morals which a child learn from its schooling environment.Adult educational psychology is concerned with the scientific methodology of learning styles of activities and developmental processes, which further results in the instructional practices and follow ups that promote learning and development not only restricted to educational aspects but also in other fields of adult growth throughout their development of adulthood. In this sense adult educational psychology has proved to be very beneficial and helpful, as it requires the use of latest technical methodologies, which helps the parents as well as teachers to understand about various complexities of adults' lives, which often the adults' tend to hide. Furthermore, adult educational psychology requires a more interdisciplinary approach that is not limited to the boundaries of traditional child-centered educational psychology as adults learn and develop from and within across multiple, interacting circumstances. Adults continue to learn throughout their lives irrespective of being in any environment, whatsoever be the circumstances and background. Theoretical Perspectives Technology has transformed everything in this new era towards perfection and betterment of life style. All these changes are reflected in the attitude of today's generation, but how Adult learning is subjected towards change as they adopt and they must adopt new changes easily and conveniently. So, adults are subjected to learning or development The main bone of contention here lies in the distinction between the issues of "learning" and "development". Learning and development can be molded in the form of "developing" and "non developing" processes. Theoretical vs. Methodological Perspective Developing learning can be referred to as the learning style followed by clear and achievable dimensions with such findings that support the formality of collaborative adult learning. Theoretical perspective awakes the need to follow traditional theories of learning and development without any modification to the conventional methods whereas methodological learning identifies the complexities of developmental learning leading to conventional methods which not only focus on individuals, whereas authentic learning

Discussion on the Marketing Impacts of the Global Recession Essay

Discussion on the Marketing Impacts of the Global Recession - Essay Example The Global Recession By the end of 2007, what started as an apparently isolated turbulence in the sub-prime segment of the US housing market turned into a full-blown recession by the end of 2007 (Verick & Islam, 2010). The US housing sector, as stated by Verick and Islam (2010), was unaware of the true extent of the complexities and liabilities which, in turn, caused liquidity to dry up, bringing down the global financial system. The economic drawback was spread rapidly and simultaneously through the global financial system to all corners of the world (Jannson, Hilmersson, & Sandberg, 2010). The result is the global economic recession that peaked in 2008. There had been massive lay-offs, unemployment, unpaid mortgages, bigger debts, enormous financial problems and fraud, financial deregulation of credit, automotive sales loss and manufacturing decline. Marketing Impacts of the Global Recession Up to now, recession is still evident in the global scenario. The increasing globalization of economic activity – the interconnectedness of economic activity across national frontiers calls companies and countries to adapt to the negative effects of the recession (Kitching, Blackburn, Smallbone, & Dixon, 2009). Kotler and Keller in 2009 stated that speed of global business is accelerating diversity but that has slowed down, yet, as they say, its business is as usual. The companies must change their marketing strategies and management capabilities to keep up in the market, at the same time giving customer satisfaction. Several methods and strategies were devised or emerged as the reaction of the global market to the recession. According to Kitching et al. (2009), recessions are regarded as periods of â€Å"creative destruction†, during which some businesses and industries decline while new ideas, technologies, products and industries emerge and become the driving forces of subsequent economic activity and growth. Business strategy and performance vary with ow ner perceptions, resources, and opportunities available of the threats faced (Kitching et al., 2009). According to Orr (2010), findings suggest that two principal factors are dominant in determining international strategy during times of financial crisis – home country market conditions, and the level of domestic industry protection introduced by the foreign country government in response to the economic downturn. Other factors including the variability in relative exchange rates also influenced international strategy during financial crises. Marketing Impacts in Certain Countries of the Global Recession Several developed countries had certain impacts in both marketing and management aspects due to the recession. These countries mentioned in the discussion include Japan, the United States, European Union in general, Australia, Singapore and China. In Japan, Toyota Motor Corporation's profitability was badly affected by the recession, resulting in a fall from record profits to record losses (Greimel, 2009 as cited by Orr, 2010). In response, Toyota is planning to limit expenditure and return to its original focus on quality. In reaction to global currency fluctuations, the lower value of currencies in countries such as the US, and

An introduction to search engines and web navigation Essay Example for Free

An introduction to search engines and web navigation Essay To entirely understand the importance, size and the impact that Google to the lives of many people across the world is not an easy task. To come up with a search engine found its way into the lives of millions and even and it has become part of our speech. Most people in the modern days use the term Google as verb which to make a search on the Internet. Google as matter of fact represent the biggest internet search engine in the whole world. It gives to the end user the most relevant and useful information from web pages which are over eight billion. It gets its revenue through online business advertisements. Google has launched many new products and services such as Google earth, android and Gmail. Although Google has grown rapidly and is currently dominating in the industry, it has problems too. It cannot seem to retain it staffs despite all the benefits that Google employees receive such us enjoying five star food and also the best insurance covers. The search engine giant which has held about 90 percent of the total market share for many years is known to have the highest turnover rate, with young staffs leaving for look new opportunities in other companies such as face book as they walk through the door or after spending some time. Google’s successes are not random. They are traced back to many factors which have been cautiously manipulated and managed. The management greatly fosters creativity and innovation .management has been very crucial to the success of the company despite the recent drawback of the senior employees’ turnover. Most of the senior employees have found what they are calling greener pasture such as face book. Just like the rest of the businesses Google has experienced several challenges which are related to management specifically in the human resource department. Face book has been a key poacher of employees who feel the need to shift from Google. Google is not only losing mere junior level employees, but also highly ranked innovative executives. They either go to other technology companies or start up their own companies. ( mark levene ,2013) Despite the fact that face book is far much smaller than Google as far as the employees population is concerned, Google is a giant company compared to Face book. The population factor is favorable as making an impact at Face book would be easier than at Google. It is difficult to work at a company the size of Google and make an impact. It is very hard for Google to maintain the kind of organizational culture and energy they had when they started up. It is also very difficult for Google to maintain all the employees and people they have hired since they started up. It is very important for organizations to develop a learning culture in their undertaking which allow a clear generation and exchange of ideas. It is evident that no company can manage to keep all employees with them forever. They have to move on at some point. However, in a learning organization where ideas are exchanged freely, even if one leaves, those who are left behind could grow his ideas and make it their corporate asset. The best managerial trick in the book is to keep knowledge going round the organization so that it does not leave when the owner At Google, the way of employee ranking is different .Traditionally, the product manager is usually above everyone else including the engineers. The engineers there have the final say on everything and their word is taken into account more than that of anyone else. Designers, operatives and other functions are taken to be inferior. Some move away to companies where they get big job titles that come with the expected regard. For some, they move on after spending quite a considerable amount of time at Google. After spending several years there, they feel the urge to move on and take on new adventures and challenges. Description of the company                  Google Company was founded in the year 1998, and it has developed into a big company since its formation, serving billions of people all over the world. The main headquarters of the company are located in Mountain View, California with the name GooglePlex but it has more than seventy offices in more than forty different countries. Although there are no dual offices which are similar, the visitors expect a few common characteristics (Hamen ,2011). Google company was founded by two fellows; Larry Page and Sergey Brin who met in 1995 at Stanford University, in the USA. By 1996, they had built a search engine that was originally called ‘Back Rub’ that applied links to determine the importance of individual web pages. The company was amalgamated on September 4, 1998 and had its Initial public offering (IPO) in August 19, 2004. Main success for the company has been mainly been led by the organizational culture in hiring practices. They recruit smar t and intelligent employees and mostly favor ability from experience one may have. Google Company offer products that make it rather simple for people to research for things and access them easily, as well as providing web packages for businesses and for the entire web business as well (Scott, 2008). The mission statement of the company is to organize the world’s data and facts and make it universally useful and accessible to everybody. Currently, research has shown that the company’s search engine is used by millions of people worldwide every day. Its vision entails organizing all the data in the world and creating it available and beneficial to everybody (Girard, 2008). This makes it probable for speedy searches and message winding via its mail package by the name Gmail. Their Google Chrome web is also part of the vision as it enables web browser add-ons thus opening up to fresh markets. However, despite all their technological advances and capability, the company is more ’people-centered’, for it recognizes the importance of the human resource in the accomplishment of its dream as well as long and short term aims and objectives in line with its mission. This is marked right from the commencement in the employment phase, where the company depends more on capability and shared aims and vision than experience (Scott, 2008). Employee participation and contribution is the involvement of employees in making of crucial decisions such as those as relating policy, aims or even quality and up to now there is no company could have done it better than Google. The company has taken employee involvement a mark higher by embracing the objectives and key results model in order to develop and prioritize objectives and goals. However, this model greatly involves every employee in key decision making together with implementation, and that what had led to success in recent years up to date. This model comprises: Every employee sets objectives and key results which requires all employees to come up with at least five aims and at least four outcomes from each aim for every three months, Managers and employees then have to commonly reach agreement on the set objectives and key outcomes before any step can be taken further, Evaluation of goals to employee and the management sets an achievement target of between sixty to seventy percent .The last that the model have is Decision on results whereby the management together with these employees, on evaluating the results, agree whether to proceed with these objectives for the unrealized key outcomes, or t o just establish fresh objectives. If those key outcomes are of great significance to the organization, then employees are permitted to continue with them (Girard, 2008, Scott, 2008). This model performs as a roadmap which is very essential in the logic that it keeps workers and everybody otherwise focused and working to attain what they have set out to. This keenly shifts the reliance of achieving the goals of the organization on just the other resources available to the employees, who are the active doers, not forgetting the professional employees that Google has employed. Google not only actively involves employees at the office atmosphere, but also in other leisure activities and interests. This boosts cohesion among groups and all employees as well as enhances team-building and these activities and prototypes are of great significance when it comes to applying their core business tactic (Girard, 2008). Google’s core business involves working on universal and cross-functional schemes at the heart of what they do. The cross-functional teams help to deliver perceptions to top management and managers hence controlling crucial decision-making, and undertaking and reserves on some of the serious investments of Google. This technique is however guided by ten views that the company upholds: Focus on the customer is the primary key and comes before anything else, so it is mainly considered. Google Company focus on offering the best internet search through laborious research and development. The search engine provide fast and effective access to the Internet sources thus being reliable (Frazel, 2009). Creating a web search engine that enables many people to post web links, and the objective is to bring what is of worth and helpful to the users. Not demanding to access information from your desk through developing mobile services to access information from anywhere on any type of device. Another view of the company is to show that you can make money without doing any evil deed. Ensuring that there is always more information out there meaning that Google strives to store more information for the users ( Frazel, 2009). By having many offices all over the world, it ensures that services are offered efficiently and continuously. Guaranteeing that you can be serious even without wearing suit and Google company do so allowing employees to work without having to wear suits. Stretching goals beyond the possible to ensure they get to the even higher levels by stating good is not good enough. Google Company gives a range of outfits that enables businesses of all types to work efficiently and prosper while on and off the web. These plans are the main principles that form the pillar of our own organization and have also empowered entrepreneurs and those who publish all over the world to grow their own business. The marketing and promoting programs, which assort from modest text advertisements to rich media advertisements, aid businesses discover customers, and help those who publish to create cash from their content. Google afford cloud computing products which can help organizations and businesses that save and invest money to be more fruitful (Girard, 2008). For example Google My Business is one of the services which enable customers to reach socialize with other customers across the world Google maps, Google search, and Google maps on their mobile devices without any payment. The company build products that they expect will make the web better and therefore the experience of the customers on the web improved. With merchandises such as Android and Chrome, Google Company want to create it faster and simpler for everyone to do what they want while online. Google Company is also devoted to the open web which will enable people to be involved in numerous projects in order to make it easier for web designers to participate to the online network and move the web onward. However, working hard to generate a web that is well and healthier for the surrounding by applying resources professionally and supporting renewable power. The internet network has advanced extremely since Google Company first appeared on the sight, but single entity that has n ot changed is the confidence in the infinite options of the Internet currently (Frazel, 2009). The management of Google Company is well organized in all terms and this have steadily assisted in its expansion and growth globally. Beginning with the executive officer who is the most crucial person in the company, he has contributed a lot in terms of advising his employees and managing the company. The direct communication system to the employees is done using direct mails to any of the Google Company’s front-runner and facilitated by use of Google Moderator, an invention of employee’s organization tool designed by the engineers in the company (Girard, 2008). The clue behind this innovation was that, when its employees have direct communication to make to the rest of employees in the company, or there are company-wide meetings of Google Company, any question can be answered to the employee. Through Moderator, employees can realize on hand company ideas, proposals, see the collective votes to date, create a new sequence asking for ideas that either come from their th oughts or other users they interact with in the work in an organized   topic, and during Google events or meeting. Through this system, Google company has being able to tap into the many talents of its employees and customers as possible. Company has faced a major problem with employees leaving the company for other companies like Facebook: which has been a key poacher of employees who feel the need to shift from Google. Google is not only losing mere junior level employees, but also highly ranked innovative executives. They either go to other technology companies or start up their own companies. However, top executives leaving Google and joining Facebook has become more like a trend nowadays. One of the key men at Google to leave for Facebook in recent times is Lars Rasmussen, who is the co-founder of Google maps and the Google branch in Sydney. Rasmussen left Google just two months after they had rejected his toy project, an innovation he was keen on introducing, called ‘Google Wave’. Google wave was intended to be a new technology that would boost online and social interactions via the web as well as enhance coordination (Girard 2008). Facebook is far much smaller than Google. In terms of employee population, google is a giant compared to Facebook. Google has25000 employees whereas Facebook 2000 employees. This population factor as noted by Rasmussen was favorable as making an impact at Facebook would be easier than at Google. He notes that it is difficult to work at a company the size of Google and make an impact. The energy and spirit with the Facebook workforce, as he noted, was high. Rasmussen is one of the many senior creative executives to leave Google for greener pastures where their opinions and ideas are taken seriously. Key members of the team that worked with him in the implementation of Google maps, Bret Taylor and Jim Norris, also left the company to join another known as ‘Benchmark Capitals’, where they were given better job titles. At around the same time the two left, another important executive and a third product manager to leave for Facebook Paul Kedrosky was quoted in an email liken ing his new employers to the â€Å"Google of yesterday and the Microsoft of many years ago†. He seemed content at his new workplace especially because the company executives would meet up every occasionally and accord everyone the opportunity to feed on each other’s genius. He applauded at Facebook for achieving better results with just sixty results what others elsewhere could not achieve with six hundred (Girard 2008). It is critical to recognize the fact that it is very hard for Google to maintain the kind of organizational culture and energy they had when they started up. It is also very difficult for Google to maintain all the employees and people they have hired since they started up. This is due to the many factors as well as availability of a wide range of options from other silicon entities like them, which their employees are seizing. This shifting of key important creative talent could be attributed to the changing concepts on how the new generation employees are perceiving work. The 21st generation workforce needs to feel like they ‘work with’ rather than the traditional notion of ‘working for’. The need to be involved in critical decision-making and get their opinions heard and considered is why they might tend to leave companies where employees are given responsibilities rather than taking them up. Collaborating with employees in idea generation and decision ma king processes will make them own up responsibilities and that is enough drive and motivation to work (Snell Bohlander 2013). The employee’s knowledge is no longer the management’s prerogative nor the organization’s but that of the individual employees. It is important for organizations to develop a learning culture in their organizations. This will ensure that ideas are generated and exchanged: from the original conceiver of the thought to the rest of the organization. Rasmussen left at a time when he was working on a new project that would have re-defined online interactions. He walk right out the Google door along with is idea. It is evident that no company can manage to keep all employees with them forever. They have to move on at some point. However, in a learning organization where ideas are exchanged freely, even if one leaves, those who are left behind could grow his ideas and make it their corporate asset. The best managerial trick in the book is to keep knowledge going round the organization so that it does not leave when the owner leaves. It is therefore important to forge co operation with employees so that ideas are generated, nurtured as well as grown (Snell Bohlander 2013). Many employee and top executives have left Google over the years. Below are some pf the reasons as to why they have left: Being anything else other than an engineer meant you were below everyone else. Traditionally, the product manager is usually above everyone else including the engineers. At Google, the case is different. The engineers there have the final say on everything and their word is taken into account more than that of anyone else. Designers, operatives and other functions are taken to be inferior. Some move away to companies where they get big job titles that come with the expected regard. For some, they move on after spending quite a considerable amount of time at Google. After spending several years there, they feel the urge to move on and take on new adventures and challenges. Another factor that made people leave is the feeling of disconnection especially for those in satellite offices. People like Lars Rasmussen and part of the Google wave team located in Australia left because they felt that their views and ideas were not being put into consideration by the head office at Mountain view , California, in the USA. Making a point at Google needed one to make a trip to Mountain View, which is ironical considering the massive technology they are dealing with meant to transmit information. This disconnect made them leave to places where audience is accorded. Others leave Google to go for better offers. With names like Google, Facebook and Microsoft one one’s resume is something incredible. Some will move to places like Facebook, where most of Google’s ex-employees go, because the offer is better plus the boost in resume and credentials for future employment. Lastly, some top executives will leave Google because they feel the entrepreneurial itch. The urge to start up their own enterprises acts as a drive to move away and start their own thing. Good examples are; Ev Williams who founded the social network Twitter, Dennis Crowley who founded Foursquare, Kevin Systrom the founder of Instagram and Ben Silbermann who is the founder of Pintrest. Anna Patterson, a former employee, left to even create a rival business by crating her own search engine(Girard 2013). However, this rate at which employees are defecting to rival companies can be delt with by use of the necessary theories and applying them in operations. The motivation theory of management by objectives (MBO’S) would work at Google. This means that, instead of receiving orders from above, employees will be involved in strategic decision-making especially on operations affecting their daily work. This ensures they are part of formulating goals and objectives, which will in turn drive them towards working to achieve. More innovative employees have a high likelihood of leaving jobs that do not offer them opportunity for strategic input.Employees expect growth and future promotions as well as pay hikes for doing their jobs diligently. Google should provide opportunity for growth and not ignore some ideas, as this is what will make the employee successful in his /her field. Strategic talent management is an important principle to be able to cater for the needs of the available ski llful workforce so that they can be as productive as possible (Beck, 2004). Lastly, organizational learning should be encouraged and practiced. This not only gives the employees a learning opportunity from the environment, but also from each other. Through this, employees are able to lift and better each other’s ideas with the market in mind hence there will be increased quality of products offered as well as better market reception due to the good reputation of the organization all round. A learning organization will see employees involve themselves in process improvement, setting of objectives and developing a self drive to work towards achieving the set goals and with minimum supervision. Employee turnover will thus reduce due to increased satisfaction (Argyris, 1999). Conclusion                  The culture in an organization is very crucial since it plays a huge role in whether it is healthy and happy environment to work in .In promoting and communicating the organizational culture, their acceptance and acknowledgement, can greatly motivate the work behavior and also the attitudes. For the case of Google, when the interaction of senior and junior employees is good, there will be greater contribution toward the team collaboration and communication and there is encouragement to accomplish the mission or achieve their set objective given by the organization hence enhancing job satisfaction. Despite its unbelievable employee’s turnover rate, Google continue to dominate search. The company, nevertheless, may need to take keen look at its lucrative profit and consider whether they are actually having that a great deal of an effect on employee maintenance. The outstanding adaptation that Google have has made it further ahead of its competitor. G oogle has been able to overcome many challenges which have made it to reign in the broad search kingdom. Its mission statement of is to organize the world’s data and facts and make it universally useful and accessible to everybody. Several researches are underway to determine how it is being used in the whole world daily, these researches are very crucial since they help to improve the quality of their products and service. Recommendation                  Google should encourage employee education. This not only gives the employees a learning opportunity from the environment, but also from each other. Through this, employees are able to lift and better each other’s ideas with the market in mind hence there will be increased quality of products offered as well as better market reception due to the good reputation of the organization all round. A learning organization will see employees involve themselves in process improvement, setting of objectives and developing a self drive to work towards achieving the set goals and with minimum supervision. Employee turnover will thus reduce due to increased satisfaction The motivation theory of management by objectives would work at Google. This means that, instead of receiving orders from above, employees will be involved in strategic decision-making especially on operations affecting their daily work. This ensures they are part of formulating goals and objectives, which will in turn drive them towards working to achieve. Google should offer opportunity for expansion and not disregard some ideas, since this is what will allow the employees to be victorious in their fields. Planned talent management happens to be important standard to have the ability to provide for the requirements of the available competent workforce so as they can be productive Google should create environment which encourage retention via creating more chances for professional development, involvement in decision making. It should forge cooperation with its employees so that ideas are generated, nurtured and some time grown. References Argyris, C. (1999). On organizational learning. Malden, Mass: Blackwell Business. Beck, R. C. R. C. (2004). Motivation: Theories and principles. Upper Saddle River, N.J: Pearson Education. Girard, B. (2008). The Google way: 12 management strategies to revolutionize your business. San Francisco, Calif: No Starch. Snell, S., Bohlander, G. W. (2013). Managing human resources. Mason, Ohio: South-Western. Girard, B. (2008). The Google way: 12 management strategies to revolutionize your business. San Francisco, Calif: No Starch. Frazel, M. (2009). Using Google and Google Tools in the classroom: Grades 5 up. Westminster, CA: Teacher Created Resources. Scott, V. A. (2008). Google. Westport, Conn: Greenwood Press. Levene, M. (2013). An introduction to search engines and web navigation. Hoboken, N.J: Wiley. Source document

Development of Tourism in the the UK: 1945-1989

Development of Tourism in the the UK: 1945-1989 British Tourism Growth and Development:  1945 1989 Introduction The growth and development of British tourism industry has played an important role in the UK economy over the last century, contributing around 3.6% of GDP by 1999 (Research paper 00/66 2000). However, the most dramatic changes to the industry occurred during the period between the end of the Second World War and 1989. This paper studies six of the factors that influenced this situation during those years, ranging from the cultural and political to the technological. Key Growth and Development Factors Tourism, like most other industries is to a certain extent consumer driven. However, a number of other factors have influenced the change in tourist consumer demand and expectation, particularly within the forty-five year period being studied in this paper. From the consumer viewpoint, the foundation for the post WWII growth and development of British tourism began in 1939 with the introduction of the Holiday With Pay Act (Susan Barton 2000, p.135). Before then, the populace had neither the leisure time, nor the financial means to be take holidays or visit places of interest. However, it was only after the war that the British public were able to take advantage and fully utilise paid leisure time. As wages in those early years were still relatively low, initially consumer demands focused on cheap, localised holidays, such as self-catering and bed and breakfast (Susan Barton 2000, p.170). In the decade 1945 to 1955, the tourism mass-market growth was mainly concentrated on the â€Å"sun, sea and fun packages† and it was during this time that British coastal resorts began to enjoy economic growth. By 1955 tourism holiday demand was expanding rapidly (Middleton and Likorish 2005, p.6) as the standard two week holiday became commonplace. However, at the same time a number of other evolving factors were developing, which would lead to a continuous change in the character of the tourist consumer’s demands. Transport development was a key factor in the growth of British tourism. As public transport facilities, such as rail, coach and bus travel, grew, so the tourist was able to expand their holiday horizons, travelling further distances for holidays. In addition, it opened up the day travel market, bring additional revenue to popular resorts (Middleton and Likorish 2005, p.27). As consumer wealth and living standards improved, so did access to individual transport, such as cars, motorcycles and bicycles. The use of these allowed the tourist consumer to be more selective in their destinations, as they no longer needed to be close to railways stations and ports. This led to increasing tourism demands in inland areas of the country and gave birth to the start of the heritage type holiday venues, as numerous inland destinations sought to attract a share of this new phenomena (Susan Barton 2005, p.168). Transport development was also instrumental in the development of cross border holidaying, particularly within Europe (Middleton and Likorish 2005, p.27). During the 1960’s, this cross border demand, inbound and outbound, was met by the use of ferries, trains and car. However, it was still at that stage only affordable by a select segment of the population. It was the development of the cheap air package tour by entrepreneurs such as Vladimir Raitz that had the most influential impact on the growth and development of British cross border tourism (Bray and Raitz 2000). As increasingly numbers of UK tourists began to seek more exotic holiday destinations, particularly in Europe, the British tourist industry had to develop new strategies to not only offer attractive options to these travellers, but also to encourage inbound tourism from other countries. In effect, they had to sell the British tourism destination brand internationally. The advent of cinema, radio, television and other media had a significant impact upon tourist consumer demand in Britain, altering their lives and expectations (Middleton and Likorish 2005, p.16). This occurred in two distinct ways. Firstly, television programmes were opening up the world to the consumer. Whereas in the past, other countries portrayed in paper form seemed distant and unapproachable, these new medias were bringing them into the family home. Tourist began to demand to experience these places for themselves. The second aspect of the new media was its importance to the providers in the tourism industry. Marketers were given a completely new range of media tools, through which they could market and promote their destinations and holiday packages on a mass-market scale. In addition, they were able to developed segmentation strategies, enabling them to match the product with the target audience (Likorish and Jenkins 2006, p.161). This development not only led to the expansion of the package tour at home and abroad, it also fuelled and increased the demands of the more discerning holidaymaker in areas such as culture and history. It also resulted in an increase in the demand for activity holidays. As was seen at the commencement of this paper, politics played an important role in opening up the British Tourism industry with the introduction of the Holiday Pay Act. Throughout the period being studied, the political environment and influence has continued to impact upon the industry. In the 1950’s and 1960’s, the industrial unions political campaigning for better worker conditions, pay and leisure time fed the expansion of the mass tourism market (Susan Barton 2005, p.221) and to a lesser extent this continued through to 1989. The role the government has played in British tourism has also changed. As overseas travel and destinations continued to entice British tourists away from holidays within their own borders, successive UK governments, understanding the impact of this on the economy, began to develop strategies to assist the industry to promote the UK tourism brand, both at home and overseas. To this end it has set up NGO’s such as the British Tourist Authority (Research 00/66 2006) to act as a vehicle for arranging tourism trade shows internationally. The changing face of the political structure of Europe also affected British tourism, particularly after Britain joined the EU in 1973 and cross border relationships and regulations began to develop and border restriction began to ease. As European cooperation began to develop, it produced a growth of interest in tourism within the region, from which the British tourism industry benefited due to the increase of inbound tourists. In addition, the EU began to develop European-wide strategies for tourism (Likorish and Jenkins 2006, p.48). This included the provision of EU funding for the development of destination areas of special cultural and historic interest. Globalisation has been developing for centuries. However, the most significant growth period for the globalisation of commercial trade occurred between the end of the Second World War and the 1990’s. This has had two effects on British Tourism. Firstly, it has enabled the promotion of the destination to a much larger marketplace internationally (Berhoff, Harvie, Korte and Schneider 2002, p.124), giving it the opportunity to increase the numbers of inbound tourists. Secondly, it has opened the British tourist market to global corporations, such as hotel groups, travel operators and other organisation. RCI, the time-share experts, are a classic example of the influence that the global market has had, with offices in many countries (Middleton and Likorish 2005, p.124). Throughout the period 1945 to 1989, the one factor that has probably been most influential in the growth and development of British Tourism, and both driving and meeting the demands and expectation of the tourist consumer, is the advances in technology. Without this, most of the other factors would not have developed so rapidly. Advanced technology, by producing cost and price reductions, has brought more destinations into the affordable choice of consumers (Likorish and Jenkins 2006, p.216). Through its adaptability, technological developments have also enabled the British Tourism industry to provider a wider range of destination productions, which addresses the demands of both the mass market and individual tourist consumer requirements. Conclusion There is no doubt that although the British Tourism is there as a provider, its development has been partially consumer driven. However, none of the consumer demands could have been successfully met, or in some areas encouraged, were it not for the other factors studied in this paper. In my opinion, the most influential of these factors would be the technological and globalisation advances. References Barton, Susan (2005). Working-class Holidays and Popular Tourism 1840-1970. Manchester University Press. Manchester. UK. Berghoff, Hartmut., Harvie, Christopher., Korte, Barbara., and Schneider, Ralf (eds.) (2002). The Making of Modern Tourism: The Cultural History of the British Experience, 1600-2000. Palgrave MacMillan. UK. Bray, Roger and Raitz, Vladimir (2000) Flight to the Sun: The Story of the Holiday Revolution. Thomson Learning. UK. John Urry (2002). The Tourist Gaze. Sage Publications Inc. US Likorish, Leonard J. and Jenkins, Carol L. (2006) Introduction to Tourism. Elsevier Ltd. UK Middleton, Victor. T.C., and Likorish, Leonard J. (2005) British Tourism: The Remarkable Story of Growth. Butterworth-Heinemann. Oxford, UK. Research Paper 00/66 (2000). The Tourism Industry. Commons Library. Retrieved 29 January 2007 from http://www.parliament.uk/commons/lib/research/rp2000/rp00-066.pdf

Proposed Expansion Strategies Of Starbucks Into Indian Market Marketing Essay

Proposed Expansion Strategies Of Starbucks Into Indian Market Marketing Essay The following report is based on the proposal for Starbucks Corporation to make a direct foreign investment in India by penetrating its market with its product and services. Strategic recommendations for the future course of action is provided in order to achieve market competitive advantage. 1.0 INTRODUCTION Starbucks is the worlds leading speciality coffee retailer, producing and selling a wide variety of beverages, as well as pastries and confections, through some 8,400 coffee shops throughout 30 countries around the world. Starbucks has grown to become one of the most talked about globalized brands in recent times. In the four years since going public, the chain of coffee bars has become wildly successful by turning one of the worlds most pedestrian beverages into a premium product, wrapped in a carefully cultivated, widely recognized brand name that extends far beyond whats in the cup. It is a brand thats defined as much by attitude as it is by products. The Starbucks experience is about more than a daily espresso infusion; it is about immersion in a politically correct, cultured refuge from everyday hassles. Having established itself as a global force, many analysts are asking whether Starbucks can continue to go from strength to strength. Sustained success will require sharp focus on a set of key challenges, including innovation and experimentation. In order to achieve a competitive advantage, the company continues to rapidly expand its retail operations and pursue opportunities to leverage the Starbucks brand through the introduction of new products and the development of new distribution channels. SWOT analysis is given in Appendix A to highlight companys current strategic position. Companys proposed expansion into India is likely to bring a strategic challenge for the company. India is seen as having the greatest potential for multinational corporations. India is a highly diversified country. There is, nonetheless, a core culture based on a shared religion and political experience. India now has a growing middle class, an increase in disposable income that is considered rather opportunistic for companys expansion. To give a more in-depth insight into Indian market for Starbucks operations, macro-environmental framework is presented in Appendix B, including the analysis of political, economical, social and technological factors that will affect Starbucks proposed operations. 2.0 EXPANSION INTO INDIAN MARKET India is a mixed economy, where both public and private sector enterprises work together to achieve economic development for the country. India has many large and dynamic private sector companies which operate in all areas of economic activity trade, commerce and industry, without much interference from the government. India is a nation of more than 1.03 billion consumers (The Economist, 2001). It has an expanding middle class of 150-200 million consumers, most of whom are well educated and speak the English language. In the revised per capita income estimates, on the basis of the World Banks purchasing power parity (the exchange rate that equates a countrys goods and services with international prices), it is estimated that Indias per capita income is $1,150, with a GNP of a trillion dollars. As a result, India is ranked as the sixth largest economy in the world. India is the worlds largest democratic republic; although government bureaucracy does not have ultimate control over business decisions as in China, it has a lot of influence. Multinationals, such as Starbucks will be seen as vanguards of a new colonialism (Cateora and Graham, 1999), are continually thwarted through such measures as prohibitive tariffs (e.g. on computers and softwares), bans in importation (e.g. automobiles), quotas and other non-tariff measures (Schlender, 1997). In spite of the huge potential of the Indian market, there are various challenges Starbucks expansion will have to face, including six distinct issues concerning the economy, management, marketing, government, labour and finance. India is perceived to have a more favourable general business climate than, for instance in China. At current growth rates, corporate investment in Asia will not have a tremendous impact on the short- or medium-term growth and profitability of multinationals. For Starbucks in particular, it will be just another matter of gaining a broader global representation and greater market share. 2.1 Main Investment Advantages The Indian economy, already the fifth largest in the world after US, Japan, China, and Germany, is growing faster now than at any time in the past fifty years. On average, India boasts a GDP growth rate of more than 6 percent annually since 1991 (Panigrahi, Ede and Calcich, 2002). India is fast industrialising and with its vast labour force and talented people, the Indian government is striving to make the country an industrial giant within a decade. India, with the largest middle class in the world, also ranks second, after China, in terms of overall population (over 1 billion). For example, India has 1.03 billion people and about 170 people per car. The US, on the other hand, with a population of 275 million people, has three people per car. Forecasts indicate that by 2010, only 9 percent of the Indian population will be elderly, while the elderly, by comparison, will make up 19 percent of the US and 30 percent of the Japanese populations. Thus, consumers in India are comparatively young, having a potential to powerfully influence economic growth and consumption patterns. In India, the outlook is favorable for companies looking to build long-term value and improve manufacturing efficiencies. But Asian markets may not be the easy answer for companies attempting to boost their short-term growth. By investing in India, Starbucks should take a careful look at what really affects returns to public shareholders. Most investors and executives want a piece of the booming Asian market for the right reasons. With vigorous growth in the region, getting into India, and other countries should position companies well for the expected groundswell of shareholder value. Over the past five years, India, the largest democracy in the world, has put in place the foundations of a deregulated market-driven economy. It is hardly surprising then, that a growing number of US companies, motivated by favourable investment climate and the regions huge reserves for both human and natural resources, have begun to seriously consider investing there. 2.2 Financial Analysis of India Financial matters in India  [1]  are governed through more than 800 decrees and provisional regulations (Belcsà ¡k, 2005). The whole financial system, including banks, financial institutions, and stock markets, is yet to be organised. Simultaneously, in the financial sector, banks and financial markets remain plagued by lack of expertise, government mismanagement, corruption, and unclear legal status. Until recently, virtually all of Indias banks and financial institutions were state-owned, government controlled organisations. However, after the implementation of a liberalisation programme, and imposition of international financial standards, domestic state-owned banks and other financial institutions are less tightly controlled and more professionally managed. India is a functioning market economy with the majority of companies becoming consumer focused and market driven, getting increasingly urbanized, using technology to replace labour, deriving an Asian approach to management as distinct from the same followed by the West and are beginning to establish networks with other nations to face the rest of the world (Marshall, 2005). Many of these trends are applicable to India and it is no wonder that leading multinationals, including Starbucks, are making it a point to ensure that they have a strong presence in India. In todays context, the wealth of a nation is synonymous with the wealth of its organizations and to ensure that large domestic firms play their due role in the countrys development, the government of a developing country must provide the required support. The Government of India seems now to have understood this important requirement and recently proposed that it would delegate required managerial autonomy to various leading public sector units of the country. A number of recent policy changes have promoted foreign direct investment (FDI). The government has reduced exchange control regulations for companies with significant foreign participation. The 10 percent tax rate on long-term (12 months or more) and the 30 percent tax rate on short-term (less than 12 months) capital gains are the same for both Indian and foreign firms and investors. Dividends and interest income are taxed at a rate of 20 percent (Country Review, 2005). Article (2005) states that the key at tribute of multinational company, such as Starbucks is not that it engages in foreign production, but that it finances at least part of the production in its home currency. It is suggested that the stronger currency enables companies in the companys area of advantage in investing over weaker currencies, because of investors preference for securities denominated in the stronger currency and hence, a cheaper cost of capital. A strong home currency discourages and weaker currency en courages FDI in the nation. 2.3 Coffee Market in India India accounts for approximately 4.5 percent of world coffee production and has coffee importing countries, including Italy, Germany, Russian federation, Spain, Belgium, Slovenia, US, Japan, Greece, Netherlands and France (Mulligan and Authers, 2003). The coffee market itself in India is rather fragmented with no evidence of market leaders. Meanwhile with increasing competition amongst different multi-national brands, companies are coming up with added facilities. Coffee shops tend to focus on quality service, providing a cool and soothing ambience. Currently, Indian industry is expecting marginal improvement in price realisation in the global market. The quality and aroma of Arabica variety of Indian coffee is much diverse than in other global coffee markets. The Indian Coffee Board is quite sensitive to the plight of the countrys coffee industry and has been consistently following possible corrective measures to make the domestic industry feel least impact of adverse international market condition. Majority of coffee shops in India large cities are privately owned and there are only few bi players, such as Tata Coffee, Hindustan Lever, Nestle India, Barista Coffee. 3.0 PROPOSED EXPANSION STRATEGIES OF STARBUCKS INTO INDIAN MARKET 3.1 Cultural Context According to Hofstede, national culture plays an important role in individuals behavior and attitudes. It is recognized that individuals behavior in culture groups are strongly influenced by the values held in that society. Some of these values influence consumption patterns. Swaidan and Hayes (2005) pointed out that Indian culture, like many other Asian cultures, exhibits high collectivism and uncertainty avoidance. Similarly, Todeva (1999) found that Asian consumers are less prepared to take the social risk to try new products. On the other hand, the discomfort of being left behind presses them to follow suit if they believe others have tried the product. The innovation curve among Asians is, therefore, steeper and negatively skewed. In India, Venezia (2005) observes, you will find a society that has, like Europes, the diversities of a continent and the unities of a civilization. Such is the measure of the magnitude of the nature of diversity in Indian society whose features Indian industry had inherited. Societal diversity is not an unmixed blessing for corporations and their management. It is argued that in India, generally speaking, the weaknesses of societal diversity such as caste, for instance, are superimposed on its business and industrial organizations and exacerbated. Collectivism that is highly evident in India, is characterized by a tight social framework, in which people distinguish between in-groups and out-groups. According to anthropologists Kluckhohn and Kroeber, the essential core of culture consists of traditional ideas and their attached values. These values influence how people judge behaviour or situations and shared values direct people of the same culture to react in a similar way to a certain situation (Venezia, 2005). A major study by Hofstede defined business culture as learned assumptions and beliefs, attitudes and values shared by members of a group. India can be considered with a high score, along this dimension reveal a cultures orientation toward the present and past. Having a high Confucian dynamism culture India values the relative importance of personal steadiness and stability, saving face, respect for tradition, and reciprocation of greetings, favours, and gifts. Understanding of the cultural norms is a reliable basis for understanding behavioural responses and outcomes in the international buyer-seller dissolution process. For example, cultural norms operating in diverse culture in India compared with Australia is likely to have a significant influence on the styles of management and communication strategies that are appropriate for managing long-term and cooperative relationships. In particular, India is likely to have a cultural environment that is considerably complex to manage. Globalization has blurred the line between industrialized countries and developing nations by integrating politics and culture into management improvement. Typically, in business relationships in Asia between Asian and Western companies, where both cultures use and understand that management styles should be designed to be high in collaboration and low in assertiveness, we posit that both parties use a cooperative style. Starbucks needs to understand the national culture within which the company plans to operate, and the extent to which it adjust its communications accordingly. It is possible that Starbucks may have an inappropriate evaluation of the host culture of the overseas company in accordance with which it designs its communications. The trend in Indian public administration continues with a rationalist scientific approach that reflects the values of a nation. Hofstede analyzed as having small power distance, weak uncertainty avoidance, strong individuality, and masculine being exported around the world through globalization (Freeman and Browne, 2004). This is possibly due to the political instability. Higher stress, at the national level, is correlated with weak rule orientation and lower employment stability. It is possible India has found its natural balance in relation to its native culture and values. 3.2 Strategic Alliances  [2]   By entering a new market, Starbucks is likely to spur domestic competition and introduce a more dynamic style and new coffee experience.The company will also generate more labour and promote Western attitudes towards service and its provision. Main barriers to entry, in accordance to Porters competitive forces framework, will include the new power of suppliers and competitors already established supplier relationships and the knowledge of the market. One popular way to become involved in business is through franchising. While franchises are also a popular way of entering some international markets, strategic alliances are increasingly utilized. In fact, strategic alliances are often required by some countries, rather than other modes of entry, as they involve local firms directly in the business. Davis (2000) and Welles (2001) suggest that historically Starbucks does not like franchises, which is why the group in order to successfully enter Indian market, might consider this expansion through joint ventures and other partnerships. However, the company should keep in mind that Asian companies have not been particularly kind to minority and public shareholders. Numerous publicly listed companies have seen their share price d rop amid accusations that the controlling shareholders manipulated the relationship between listed and privately held subsidiaries. Poor governance contributes to market inefficiencies, which in turn lead to volatile markets that have to make larger corrections periodically in order to adjust for gaps in information and in perception. 3.3 Marketing Mix For a successful penetration into the market, Starbucks will have to establish a defined marketing mix, including: Product: Coffee shops may have their unique characteristics, but it also possible to see many parallels between the sector and other retailing and catering sectors. Over the years, Starbucks has grown to become one of the largest purchasers of high-quality arabica coffees. With a growing proportion of young people in India, the company might put also have in-store entertainment facilities and Internet. Place/distribution: Starbucks need to place its shops into central locations, as the rural part of the country still lives in poverty. Customer convenience and service delivery will have to be understood. Pricing: As Asia emerges from economic downturn, a growing middle class is willing to spend money. However, Indian population is predominantly characterized by an attitude to save money. The company will have to benchmark its products and prices in accordance to competitors, and also considering the market trends and the consumer incomes. Promotion: Starbucks uses various promotional strategies, including catalogs, the Internet, advertisements in local media but mostly, it uses word-of-mouth. The very location of its stores is a strong marketing tactic. To appreciate what is at stake, understand the psychology behind the brand. Advertising has never created Starbucks image. It was built on two things: the quality of its product-it really is a better cup of coffee-and the store experience. The retail experience also extends to sparkling service and an unspoken invitation to linger over a cup of coffee in the store. (Donation, 2003) The middle class populations in India will be targeted by Starbucks as potential markets for consumer durable goods. The company might use community events and sponsorships as the most effective marketing tools. Incorporating knowledge of consumer attitudes about the beverage and food industry Starbucks is entering should help in designing strategies to reach target markets. Indian consumers tend to be opinion leaders; less loyal to the same food product; and more responsive to product promotions and advertisement. Food prices are of a great importance to all Indian consumers. The company will have to use its ability to market itself as an ideal as much as a product-a caffeine-infused oasis for the hip and trendy. 3.4 Strategic Choices There is no best corporate strategy. The main focus of the business-level strategy should be based on how to compete effectively in the market. It is the core issue of how value is realised in a business, after all, value is realised only when a buyer is prepared to pay for the product. The extent to which they are prepared to pay a price which provides profits superior to those of competitors will therefore determine the extent to which that business is highly regarded by its owners and investors. Bases if strategic choice need to take account of the environment in which Starbucks operates. It is important, therefore, to recognise the role of organisational resources, capabilities and core competence in terms of the bases on which competitive strategy and advantage may be built. Porters generic strategic framework enables Starbucks to apply one of three main strategic options in order to achieve a sustainable competitive advantage, that include cost leadership, differentiation, and focus. Sustaining bases of competitive advantage is likely to require a linked set of organisational competences which competitors find difficult to imitate. Strategies of collaboration may also offer alternatives to competitive strategies. In a new uncertain environment, Starbuckss competences need to be found in companys culture and structure, which will encourage speed, innovation and the capacity to gain business success. The choice of a right entry route is critical to the future success of Starbucks. In accordance to Johnson and Scholes (2002), a unified framework linking country risk, country familiarity, the stage of the countrys development, technology and transaction cost has to be provided that a particular entry decision cannot be viewed in isolation and that such decisions are considered in relation to the overall strategic posture of the firm. The marketplace and workforce in India are becoming more diverse every day. In fact, workplace diversity is considered a major challenge and opportunity for human resource management. It makes integration both difficult and easy depending on how diversity is viewed and used. The sources of diversity and its uses make a difference to what it means and how it impinges on organizational purpose and human behaviour at the workplace and beyond. Workplace diversity in India may have been partly inherited from centuries of customs and practices, partly imposed from colonial heritage and largely acquired through corporate omissions and commissions. They have implications for global competitiveness and for managing human resources/ industrial relations (HR/IR). Clearly analysing cultural norms and attitudes towards management will be beneficial for Starbucks in the long-term. 4.0 CONCLUSION Starbucks has become a great successful company in the coffee bean and beverage business. A large part of this success is due to its effective strategy. To further grow, Starbucks will need to expand further in other areas of the United States as well as internationally. Due to India being one of the largest coffee drinking nation in the world, Starbucks expansion into India market will be an effective expansion strategy. Although, the expansion is occurring at such a rapid rate that investors worrying issue is of oversaturation. Therefore, Starbucks will have to look into other avenues for maintaining profits and further success. Considering partnerships and venture might be an effective strategy for Starbucks that can reduce the potential threat of the new market. New market penetration is a challenging and uncertain area of business. Hence, for Starbuckss effective market entry, a great emphasis should be given to market analysis. The culture and corporate strategy must also be maintained for success. This will ensure the health of the organization throughout the proposed expansion. APPENDIX A SWOT ANALYSIS: STARBUCKS 1. Strengths Financial resources: The company is the worlds number one specialty coffee retailer, and as such is has a greater financial reach than practically all of its competitors. Huge financial resources enable the company to take advantage of market opportunities, investments and expansion activities that are not available to smaller firms with a reduced capital. Starbucks has considerable financial strength. For instance, in fiscal 2003, Starbucks generated revenues of $4.1billion, a 24% increase on the previous year. (Company Report, 2004) Global presence: Starbucks is a truly global brand. The company has roughly 7,570 retail store locations around the world (as of September 2004), the majority of which are company owned and operated. The company has cast its net across 30 countries in a bid to establish a pioneering image, and although such a strategy has generated limited early returns form its international business, the company has succeeded in developing a truly global brand. A disciplined innovator: Starbucks is a disciplined innovator, and good management of its innovation time line is one of the primary reasons behind the companys success in generating consistent high level of same store sales. Starbucks currently has a number of new ideas being tried and tested in its stores. In 2002 the company introduced new Frappuccino Blended Beverages, and in 2003, the Iced Shaken refreshments product line was launched. Starbucks ability to roll out new initiatives and produces relatively quickly is a considerable competitive strength for the company. That is can rapidly fill gaps in its calendar is a by-product of Starbucks company-owned retail structure, vertical integration of many products and relatively simple store operations. Customers are also increasingly drawn to the companys music compilations, produced for the company by Hear Music. Consistent strength of core product: In the last eight years, Starbucks has consistently derived increasing proportions of its annual revenue from its beverages business unit. It is good for Starbucks to focus on the beverage market, as this core product division dictates the direction of other units, such as merchandise and food. A continued growth in the beverages unit represents overall company growth for Starbucks, as it shows the consistent strength of the core product. 2. Weaknesses Reliance on US market: Given the company is an international brand with wide ranging operations, it should be looking to generate a greater proportion of revenues from outside the US. Such is Starbucks reliance on this market, the company entire performance will be materially affected should the companys US unit under-perform, as a result of economic conditions or increased levels of competition. Rapid build-out hangover: Starbucks based its international strategy on the basis that maximum benefit can be derived from entering markets early to capture a first mover advantage. In accordance with this, the company rapidly cast its net, establishing operations in around 30 countries since 1995, and in doing so, incurring sizeable overhead charges. Also, in the companys haste to increase its scale, some rash decisions were made and some of these mistakes have delayed progress to profitability. Reliance on beverage innovation: An important long-term risk to the companys stock is a lower valuation caused by a slowdown in US sale store growth. Starbucks store sales growth has been largely driven by beverage innovation, but there are questions over how long this can last. Diminishing return from beverage innovation, one of the companys competitive strengths, would have a significant adverse effect on the companys performance. Performance of International operations unit: Starbucks International operations division has faced problems of expansion, with a number of openings failing to be successful. In 2003 Starbucks Coffee International ended its joint venture with the Delek Group of Israel. Following this decision, Shalom Coffee Company, the joint venture between Starbucks Coffee International and the Delek Group, closed its six Starbucks stores in Tel Aviv. 3. Opportunities International operations: By the end of fiscal 2004, Starbucks international business should finally achieve profitability. About 23% of the companys stores are located outside North America. Key markets include the UK and Japan, which should provide useful indicators for the respective performances of Starbucks other operations in Europe and Asia. Growth market: The specialty coffee sector accounts for roughly 15% of the US retail coffee market, which is already worth $21 billion. By 2005, the retail coffee market is expected to be worth $22 billion, and the specialty coffee sector will grow to account for 41% of this market. Starbucks has a market share of over 40% of the specialty coffee market, and the anticipated growth in this category will offer the company considerable opportunities for further growth and expansion in the near future. Starbucks Visa Card: The Starbucks Visa Card is likely to bolster revenues in 2005. During 2004, the companys retail sales mix by product type was comprised of approximately 78% beverages, 12% food items, 5% whole bean coffees and 5% coffee-making equipment and accessories. (Company Report, 2004) By diversifying its revenue streams Starbucks should be able to both increase the stability of its financial position by reducing its reliance on certain product lines, and also grow its revenues. Clustering of company units: With the continued growth of the coffee market, the company has looked to expand its business, including those areas where it has an established presence. Working on the basis that a key driver of business is the convenience of the companys outlet location, Starbucks has looked to cluster its units so as to dominate particular areas. The financial reward derived from this practice has been found to be considerable, as new outlets have not been found to eat into the business of existing outlets. A continued strategy of unit clustering, and a focus on stores that have convenient access for pedestrians and drivers, represents further opportunity for Starbucks to capture an increasing share of the coffee market. 4. Threats Supply risk: Starbucks is dependent on trading companies and exporters for its supply of green coffee. The company is looking at securing long term supply contracts, and in some cases has had to pay inflated prices in order to obtain such contracts. Starbucks responded to world coffee prices reaching 30-year lows during 2001 by offering suppliers more money to guarantee supply, and as such the risk of non-delivery on such purchase commitments is low. However, the nature of the business dictates that the companys dependency on suppliers does put it at risk. Slowing US retail sales: Long-term concerns regarding US store growth potential still remain. If current growth continues, saturation levels within the North American retail division will be reached inside five years. This represents a considerable concern for Starbucks, given that over the last two years, domestic retail has been the source of about 75% of the companys revenue growth and an even greater proportion of profit growth. Before they reach saturation point, US retail sales growth will slow considerably over the next three to five years, further increasing the pressure on the international division to justify the companys investment in expansion. Competition: The global coffee market is a very competitive sector, and Starbucks must compete against the likes of restaurants, coffee shops, and street carts. A major competitor, with substantially greater financial, marketing and operating resources than Starbucks, could enter this market at any time and compete directly against the company. Starbucks must be aware of competition on all levels and maintain its operational performance if it is to retain its status as the worlds leading specialty coffee retailer. Volatility of market: Starbucks is at risk to the volatility of the supply and price of coffee. The companys search for superior standard coffee means it can be adversely affected by multiple factors in the producing countries, including weather, political and economic conditions. In addition, green coffee prices have been affected in the past, and may be affected in the future, by the actions of organizations and associations that have in the Starbucks Corporation past attempted to influence prices of green coffee through agreements establishing export quotas or restricting global coffee supplies. The actions of these associations could cause a degree of costly disruption to Starbuc