Leadership Interactional Framework Leadership - 1953 Words

3. Leadership Interactional Framework Leadership is about the interaction between the leader, the followers and the situation (Hughes, Ginnett and Curphy (2015, p. 15-26). If a given situation changes, the interaction between the leaders and followers can change dramatically. The leaders who understand well this interaction have a huge advantage because leaders are able to: 1. Change the situation: For example, if the followers and leaders are more productive under pressure, a leader can create a stressful environment or set aggressive goals to change the situation. 2. Change the followers: For example, if the followers are not productive in a given situation, the leader can choose to replace the team (if possible) or provide training in the specific area to build their skills, confidence and ability to accomplish the desired goal. 3. Change their own behavior: For example, if during a company crisis the followers look for a more comfortable state of assurance, then leaders can work on creating a more secure environment avoiding their own behaviors that translate to doubt and hesitation among the followers. (Hughes, Ginnett Curphy 2015, p. 242). 4. Effects of Leadership Skills Leadership skills can be learned and practiced. It is not necessary to be an outgoing or charismatic person to be a good leader. A good leader learns from the different circumstances that their life presents and uses this to enhance their leadership skills. Development planning is very importantShow MoreRelatedThe And Responsibilities Of Leadership1219 Words   |  5 Pageswith the duties and responsibilities of leadership daily. As a result, developing my leadership skills is essential to prepare for my future career in the United States Navy. Leadership can be learned two different ways: experience and formal study. Experience is arguably the best way to become a better leader; however, experience takes considerable time and effort to gain leadership positions and to learn from real-life experiences. Formal study of leadership is critical because it can help provideRead MoreLeadership As Displayed By Mr. S, General Manager926 Words   |  4 PagesLike the name implies, leadership is the production of movement, and that movement creates change. As architects of change, though the methods vary, the principal appears to be the same. Determine a direction, ensure followers are ready to move and empower them to overcome all obstacles en route (Kotter, 1990) This report is an analysis of leadership as displayed by Mr. S, General Manager – Technology for Organisation C. Mr. S holds the highest position in the technology department of the InternationalRead MoreThe Leadership Of 21st Century Business Leader Steven Paul Jobs903 Words   |  4 Pages1. Introduction Hughes, Ginnett and Curphy (2015) explains that leadership is a complex phenomenon involving the leader, their followers and the situation in order to accomplish goals. This report details an evaluation of the leadership of 21st century business leader Steven Paul Jobs, focused specifically on his role as CEO and Founder of Apple Computer better known today as Apple Inc. The report will also incorporate aspects of his roles at Pixar and NeXT Company. Section two contains backgroundRead MoreThe Leadership Of A 21st871 Words   |  4 Pagesdesired outcomes has been defined as leadership, (Hughes, Ginnett Curphy 2015) whereas Northouse (2015) describes it as being complex with many dimensions, with some seeing it as a trait or an ability, whilst others consider it a skill or behaviour, with it also considered a relationship or process. In reality leadership most likely includes aspects of all dimensions, with each dimension explaining a different characteristic of leadership (Volckmann 2012). Leadership can be many things and has beenRead MoreEssay on Organizational Justice1586 Words   |  7 PagesNoel, 1997). Generally speaking, society expects some type of equality measure. Organizational justice refers to the role of fairness in the workplace. Fairness is a perception related to three types of justice: distributive, procedural, and interactional. Prior to 1975, organizational justice research focused on distributive justice. Distributive justice is determined to be fair or unfair based on the perception of equity among stakeholders within a specific group or class (Schminke et al., 1997)Read MoreEthical Ethics And Ethical Leadership1275 Words   |  6 Pages Ethical. Corporate scandals and ethical issues have increased the awareness, attention, and need of ethical leadership in business. Unique from other leadership types, ethical leadership is an overt leadership attempt to influence followers’ ethical conduct by emphasizing moral management. Ethical leaders play a critical role in promoting and perpetuating a social exchange and culture of honesty, accountability, unbiased treatment, consideration, and respect across an organization. Wang andRead MoreA Business Leader Of The 21st Century2802 Words   |  12 PagesFor this particular study, the leadership of Bill Gates (Gates) will be discussed and his role in creating a company as big as Microsoft. Bill Gates, a visionary, was responsible for creating this company from the beginning (1975) and has since became one of the world s wealthiest and richest man. Gates was well known for being extremely intelligent and discontinuing his studies at Harvard to pursue the Microsoft vision. This paper seeks to evaluate the leadership concepts and theories whilst alsoRead MoreEmployee View Leadership Essay1323 Words   |  6 Pagesappropriate scholarly resources, including older articles, may be included. Length: 5-7 pages not including title and reference pages. How does business view leadership? The only way to get ahead and make money. How do employees view innovation? My idea taken from me and used by business to make money. How do employees view leadership? The office in the corner that uses my idea to make money. How does business view innovation? Wonderful if we can make money from it. The Western culture businessRead MoreThe Marketing Segment Of The Discipline1746 Words   |  7 Pagesorder to satisfy the target market. After the discovery of such influence in a business dimension, a range of cultural distance measurement frameworks were examined by experts such as Geert Hofstede, Shalom Schwartz, Fons Trompenaars and Charles Hampden-Turner and Professor Robert J. House from New Mexico State University creating a model called the Global Leadership and Organisational Behaviour Effectiveness (GLOBE) project. Hofstede went on by defining cultural distance as â€Å"the collective programmingRead MoreLeadership Is A Complex Phenomenon Involving The Leader, Followers, And The Situation2291 Words   |  10 PagesIntroduction Hughes et al. (2012) states that leadership is a complex phenomenon involving the leader, followers, and the situation. Leaders need power to influence others and the ability to empower others, however, in this study, women in leadership roles will be the main highlight and how women have taken on leadership roles in the 21st century. The leader being discussed in this research project is the President of Liberia Mrs. Ellen Johnson-Sirleaf, a 21st Century female leader who has proved

Improving Decision Tree Performance Methods - 1479 Words

There are several improvement methods are available to improve decision tree performance in terms of accuracy, and modelling time. Since experimenting with every available method is impossible, some of the methods are selected that are proven to increase decision tree performances. Selected improvement methods and their experimental setups are presented in this chapter. 4.1 Correlation-Based Feature Selection Feature selection is a method used for reducing number of dimensions of a dataset by removing irrelevant and redundant attributes. Given a set of attributes F and a target class C, goal of feature selection is to find a minimum set of F that will yield highest accuracy (for C) for the classification task. Although†¦show more content†¦Also, method is performing well for C4.5 algorithm is likely to perform well for ID3 algorithm. Previous studies show that CFS method increases accuracy for CART algorithm although not as much as the C4.5 algorithm does (Doraisamy et al., 2008). CFS uses a search algorithm and feature evaluation algorithm which uses a heuristic that measures goodness of attributes subsets. Hall and Smith (1998) define this goodness heuristic as Good feature subsets contain features highly correlated with the class, yet uncorrelated with each other. Equation 1 below shows heuristic formula. G_x=(k ¯(r_ci ))/√(k+k(k-1) ¯(r_ii )) Where G_x is the heuristic of goodness of an attribute subset x that contains k features,  ¯(r_ci ) is average attribute-class correlation which points predictive power of the attribute subset to a class, and  ¯(r_ii ) is average attribute inter-correlation that indicates the redundancy among attributes. A version of correlation-based attribute selection to be included in experiment setup is called Fast Correlation-Based Feature Selection (FCBF) that initially developed by Yu and Liu (2004). This algorithm is preferred over other available correlation-based attribute selection algorithms since while other implementations of CFS using forward-sequential or greedy search methods (e.g. MRMR/CFS developed by Schoewe,Show MoreRelatedAnalyzing Various Factors That Drive Learning Analytics Essay1489 Words   |  6 Pagesanalytics. Whereas educational data mining focuses on how to extract useful data from a large learning dataset, learning analytics focuses on optimizing opportunities in online learning environment. Academic analytics, on the other hand, focuses on improving learning opportunities and educational results across national and international levels. The authors also identify a future set of challenges to be addressed by learning analytics like establishing clear set of e thical guidelines, coupling with recentRead MoreAnalyzing Healthcare Issues And Their Solutions1042 Words   |  5 Pagesthe process performances and improvements should be studied and derived, respectively, for improving the performance of a system. ïÆ'Ëœ Identification of performance parameters: A process parameter can be both objective and subjective. 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This paper evaluates the classification accuracy before applying the featureRead MoreThe Transpose Technique On Number Of Transactions Of Apriori Algorithm1282 Words   |  6 Pagesone of the essentially used and interesting research areas. Mining association rule is one of the important research techniques in data mining field . Many algorithms for mining association rules are proposed on the basis of Apriori algorithm and improving the algorithm strategy but most of these algorithms not concentrate on the structure of database. The proposed technique includes transposition of database with further enhancement in this particular transposition technique. This approach will reduceRead MoreThe Use Of Feature Engineering794 Words   |  4 Pagestechniques like Box Plot and Histogram our employee detect outliers, which she studied during her Maters under the course ‘Introduction To Applied Analytics’. Our employee uses decision tree algorithm to deal with outliers well .Decision tree algorithm has been built using R programming language. Our employee learnt to make decision tree algorithm during her Masters under course – ‘Data Mining I and II’. After completing steps in data exploration our employee prepares data by performing Feature EngineeringRead MoreA Note On Detection Algorithm1411 Words   |  6 Pagesquiet possible that after downloading a particular web page, the local copy of the page residing in the repository of the web pages becomes obsolete compared to the copy on the web. Therefore a need arises to update the database of web pages. Once a decision has been taken to update the pages, it should be ensured that minimal resources are used in the process. Updating only those elements of the database, which have actually undergone a change, can do this. Importance of web pages to be downloaded hasRead MoreTaking a Look Weyerhaeuser1858 Words   |  7 Pageson the process of seeds, planting of seeds, and relocation of saplings. They have orders placed with them and in turn place orders to get what seed they do not already grow and produce. They turn the seed they get or already have and start a baby tree and res ale or plant those trees. Frederick Weyerhaeuser and 15 partners in January of 1900 started the company. They started by purchasing 900,000 acres of land from Northern Pacific Railway in Washington. At the time that was the largest privateRead MoreUsing Multimodal Wearable Technology Essay749 Words   |  3 Pagesof the data collected. Framework to interpret and analyze this data is not very mature. Proposed Solution The authors here develop interactive, real-time interventions to detect conflict and suggest remedies for improving couples’ relationship. The model is based on a binary decision tree classification on dataset of numerous features. For this purpose, authors have picked the features like Physiological indices, Language and acoustic features, Context and interaction indices and Conflict featuresRead MoreVietnam s Economic Growth On The Economy1320 Words   |  6 PagesTable of Content: 1. Abstract 2 2. Introduction 2 3. Method 2 4. Results: 4 5. Discussion: 4 6. Conclusion 5 7. References 5 â€Æ' Tasks: Outline Introduction: Guide using this manual. Chapter 1: Overview of construction field in Viet Nam and the situation of Coteccons company – leading construction company. 1.1 Overview of Viet Nam economy and construction field: Vietnam has changed from one of the poorest countries in the world to a lower middle-incomeRead MoreTaking a Look at Web Services1323 Words   |  5 Pagesmutation, and natural selection in a design based on the concepts of natural evolution process. †¢ Decision trees: Tree-shaped structures that represent sets of decisions. The decisions generate rules for classification of a dataset. Specific decision tree methods include Classification and Regression Trees (CART) and Chi Square Automatic Interaction Detection (CHAID). CART and CHAID are decision tree techniques used for classification of a dataset. They provide a set of rules that you can apply to

Low cost airlines are an environmental disaster Free Essays

A low-cost carrier or low cost airline is an airline that offers generally low fares in exchange for eliminating many traditional passenger services. The concept originated in the United States before spreading to Europe in the early 1990s and subsequently to much of the rest of the world. The term originated within the airline industry referring to airlines with a low – or lower – operating cost structure than their competitors. We will write a custom essay sample on Low cost airlines are an environmental disaster or any similar topic only for you Order Now Through popular media the term has since come to define any carrier with low ticket prices and limited services regardless of their costs. While most discount airlines have more fuel-efficient fleets than older carriers, their significant contribution to sky traffic is unprecedented. Commercial passenger airlines, especially low cost and Internet sales-based carriers, are experiencing growth internationally. In the United States, airline flight sales dropped 30 percent directly following September 11, but have since made a comeback and are now experiencing slow but steady growth.Today, the U.S. has been able to maintain its place as the leading nation in air travel, and North America accounts for 40 percent of worldwide air traffic. Low-cost airlines such as Jet Blue Airways have led this domestic growth, topping the Bureau of Transportation charts for domestic profit gains. Airline sales in Asia are escalating as well, and the skies are becoming increasingly more crowded. In China alone, the market is projected to grow more than 200 percent from 1999 to 2014. While these flares may seem like a dream come true for low-budget travelers, the resulting surge in air traffic carries with it major environmental costs. Even with the more fuel-efficient technology that has evolved over the last 30 years, air travel remains a significant contributor to climate change. Air transport has increased twice as fast as road transport over the last 40 years. Air travel produces more carbon dioxide per km travelled for each passenger than car travel. There are clearly environmental effects increasing as a result of air travel, while others are decreasing or staying constant. Environmentalists say airlines rate as one of the most polluting forms of transport, with 16,000 commercial jets producing over 600 million tonne of carbon dioxide every year. Meanwhile, precise guidelines on international aircraft emissions are excluded from the Kyoto Protocol, with the stipulation that airline emission reform must be taken up by a separate organization, the International Civil Aviation Organization (ICAO). Internationally, fuel used for aviation is tax exempt, and according to ICAO Secretariat John Crayston, â€Å"While the ICAO has established emissions standards for certain emissions there are no standards for CO2.† The International Air Transport Association (IATA) estimates that aviation’s share in climate change is at about 3.5 percent of the total contributions, which is predicted to climb to five percent by 2050. According to the International Panel on Climate Change (IPCC), aerosol particles that are emitted in aviation such as soot, metals and sulfuric acid can indirectly influence climate change by causing additional cirrus clouds to form, which in turn trap the heat rising from the Earth’s surface. The IPCC projects an overall global temperature increase from 34.7 to 40.1 degrees Fahrenheit between 1990 and 2100. Unlike in the US where a large number of domestic flights emit carbon dioxide over one area, the SDC has said that 97% of UK air transport is non-domestic, with carbon dioxide emissions generated on flights between countries. PARIS – The European boom in †low-cost† airlines, fueled by tax incentives, is increasing the level of toxic gases in the atmosphere and displacing less polluting and more efficient means of transportation for shorter distances, like trains. The Kyoto Protocol and the UK government’s energy White Paper targets do not currently cover emissions from international aviation, as there is no global agreement on the allocation of these emissions to countries. It may not mean that the industry would be destroyed, but there are much more efficient and effective tools when it comes to dealing with emissions. One other possibility that has been put forward by the airline industry is emissions trading. Numbers passing through UK airports expected to double to 400m by 2030.Air travel is growing globally at about 5% a year. At the forefront of this revolution are the low-cost, no-frills carriers such as Ryanair, Easyjet and Buzz, which are growing at a phenomenal rate. In June, Easyjet passenger numbers were up more than 50% on the same month last year. Ryanair increased by 34% and Go saw an incredible 72% rise. The lesson learned from these airlines, especially post-11 September, is as clear as it is simple – the cheaper your fares, the more people will fly. But if air travel is allowed to grow unchecked in this way, it will spell disaster for the planet, say environmentalists. More flights mean bigger, busier airports, which in turn means more noise and growing problems with air quality for those who live and work close to airports. But perhaps the biggest concern is the effect on global warming. The problem for environmentalists is that while efforts are being made to cut CO2 emissions from cars and industry, nothing is being done to rein in the airlines. Climatic change Burning aviation fuel releases greenhouse gases predominantly carbon dioxide (CO2) into the environment, causing the Earth to heat up leads to global warming and the process of climate changes such as higher sea levels, devastating floods and droughts. Air traffic worldwide produces emissions of more than 600 million tons of carbon dioxide. In addition, it releases nitrates, ash, sulfates and water vapor. Some of these substances deplete ozone in the atmosphere. This layer of ozone gas is crucial for protecting life on Earth from the Sun’s harmful rays. Flying also releases nitrogen oxides and sulphur oxides, and even the vapour trails – contrails – left by planes are thought to be a hazard. It’s been suggested that they add to the insulating effect of cirrus clouds on our climate. The Britain-based environmental group Tourism Concern predicts that by 2015 half of the annual destruction of the ozone layer will be caused by commercial air traffic and the United Nations Intergovernmental Panel on Climate Change estimates aviation causes 3.5 per cent of man-made global warming and that figure could rise to 15 per cent by 2050. NASA scientists say condensation trails from jet exhausts create cirrus clouds that may trap heat rising from the earth’s surface. This could account for nearly all the warming over the United States between 1975 and 1994. The guidelines on international aircraft emissions were excluded from the Kyoto protocol on climate change and aviation fuel is tax exempt. Aerospace firms have made huge leaps forward, with commercial jets now 70 per cent more fuel efficient per passenger kilometre (mile) than they were 40 years ago, thanks to better engines, lighter materials and aerodynamic designs. Optimists, including Easyjet, pin their hopes on technology to make planes more efficient. And cost-obsessed carriers are continuously searching for ways to use capacity better, find more direct flight paths and cut congestion in order to trim the hefty fuel bills which make up 25 per cent of airline operating costs. Most discount airlines have young, more fuel-efficient fleets and newer airlines in regions such as Asia have leap-frogged older technologies to buy new planes. Hundreds of flights by subsidized airlines in Europe are endangering the global climate and the ozone layer. For now, they fly free of environmental regulations. The industry believes this Air Passenger Duty (APD), which raises  £800m a year, can be regarded as a form of environmental compensation. It may not mean that the industry would be destroyed, but there are much more efficient and effective tools when it comes to dealing with emissions. Since April this year, airlines that use Heathrow Airport have been charged for nitrogen oxide emissions and carriers emitting less receive a rebate. This will happen in Gatwick in a year or so. One other possibility that has been put forward by the airline industry is emissions trading. Under this scheme, to help with the environmental costs caused by civil aviation pollution, by 2008, the industry would pay for other industries, such as the nuclear fuels sector, to reduce their carbon emissions. The proposal has been put forward to the European Commission, and includes an incentive for airlines to pay less into emissions trading if they use more environmentally friendly aircraft. The FOE says emissions trading, and the proposal to differentiate landing charges at airports according to noise levels and air pollution, outlined in last year’s aviation White Paper, has potential. The issue of an aviation fuel tax is not top of the international climate change agenda, because it will have to be confronted at a global level. There are a lot of domestic issues the government has to deal with, areas that damage the environment more than the 5% of carbon dioxide emissions caused by the airline industry.On this basis, the likelihood of low-cost air fares rising in the near future is an unlikely one. References BBC news Europe. 2005 . EU plans airline CO2 reductions. [online] http://news.bbc.co.uk/2/low/europe/4287048.stm . [ 18 November 2006] Christian Dietsche. 2005. The high price of low-cost airlines. [online] http://www.cafebabel.com/en/ [18 November 2006] Daniel Mann. 2004. Calls to control low-cost flights.[online]   [ 18 November 2006] Jonathan Duffy. 2002. The high price of low-cost airlines. [online] http://news.bbc.co.uk/1/low/uk/2327487.stm [ 19 November 2006] Julio Godoy.2004. EUROPE: The True Cost of Flying. [online] http://www.ipsnews.net/africa/interna.asp?idnews=26687 Michael Smith. 2006. Branson launches plan to cut aviation emissions.[online]. http://ca.news.yahoo.com/s/reuters/060927/business/business_airlines_virgin_col Nicolas E. Antoine . , Ilan M. Kroo. 2002. Aircraft optimization for minimal environmental impact. 9th AIAA/ISSMO Symposium on Multidisciplinary Analysis and Optimization. 4-6 September 2002, Atlanta, Georgia How to cite Low cost airlines are an environmental disaster, Essay examples

Principles of Marketing

Question: Discuss about the services provide by Blank Page. Blank Page is a training institute in Australia and is functioning over a period of seven years. The institute mainly gives training to the individuals and corporate. Answer: 1.0Introduction The blank page is a training institute which trains individuals in software skills and soft skills. The organization usually gives training to the corporate and in educational sectors. The organization also helps young individuals to crack interview processes. The organization was set up in Australia in the year 2008 (Blankpage.net.au 2016). The founder of Blank Page is Mr. Anton Porteus. He has been in the field of training industry since 1997 (Blankpage.net.au 2016). The training institute has expertise trainers who have experience of more than eighteen years. The organization is specialized in training software applications like Microsoft packages, Adobe packages, HTML, graphics design and soft skills. It is a home based Institute and is trying to promote its products through marketing. Marketing is essential in the 21st century because it will help the organization to communicate with its target customer. Moreover, a proper marketing strategy will also help the organization to ha ve a competitive advantage over other competitors. The objective of the organization is to be among the top ten training institutes in Australia. The researcher has thoroughly discussed the different marketing strategies which will help the institute to progress at a quick space in the future and reach its goal. 2.0 Objectives of Marketing Plan According to Adam, Denize and Kotler (2015), a marketing plan is a blueprint which helps an organization to know about the marketing procedures of the organization in the future. It also helps to set up the organizations marketing and strategic actions. Marketing mix strategies, target customers and probable marketing strategies are also clearly defined in a marketing plan. The marketing plan includes historical data, future predictions and strategies to achieve the goal of the organization. According to Asllani and Halstead (2015), objectives of the marketing plan are to identify the needs of the customer through market research and how the organization can meet the demands. In Australia, a number of corporate and training educations are established. The organizations need human resources, who are acquainted with the knowledge of latest softwares which are used in the industries (Arora 2013). Blank page meets this requirement by training the young graduates and make them ready for the organization. The marketing plan also said as a process which helps a company to achieve its goals. Marketing objective also helps to determine the strength and weakness of the organization. Along with strength and weakness marketing plan supports in finding out different actions. They are the budget, control and the goals of the organization. Specific marketing trend is also selected by the marketing plan (Babin et al. 2014). To give training to young graduates To be the top training institute in Australia To be a brand in the field of training and soft skill development 3.0 Positioning strategy of business and brand Positioning is defined as the place which a product or service holds in a market. Positioning helps a product or service to differentiate from its competitors. According to Dahl, Eagle and Low (2015), positioning is the action by which the image of the organization is set up in the mind of the target customers. This can be done by mentioning the features and benefits of the product or service. Blank Page is a training institute and provides different types of training. This helps an individual to get a job. On the other hand, organizations are also benefited by getting well trained human resources. In universities Training in corporate house Training in seminars 4.0 Product The blank page has given importance to the need and requirement of the individual and large enterprises to develop its product. The blank page is mainly a service providing organization. According to Entezari, Karimi and Kianfar (2014), a favourable market is established by Blank Page with the services they provide. The organization mainly gives training on Microsoft packages, graphic design and HTML. One new branch of training is also launched, in which blank page will train on Java and Android software. The employees of the organization are always trying to increase their level of service. The training session is divided into three different categories of individual one for the beginners, one for the professional and one for the corporate. In the case of beginners, the individuals are trained in a group of thirty and special care is taken to each. In professionals group, the primary focus of the organization is to teach about the latest softwares which are required in the software industry. On the other hand, while training the corporate, the schedule is followed as decided by the corporate clients. According to Lee, Kozlenkova and Palmatier (2015), this procedure has helped the organization to attract a different level of clients according to their requirement. Special training is also launched by Blank page in which the organization will train people over the internet with the help of special training module. This will be mainly for those individuals who are busy and can learn over the internet. There are seven different sections in this online training. On the end of each section, a questionnaire will come. The candidate can only go to the next section when the candidate correctly answers sixty percentage of the questionnaire set (Levy 2012). 5.0 Distribution Channel Distribution is an important strategy for any product or service. Distribution helps a product to reach its customer in an efficient manner. Blank Page takes help of direct channels to contact their customers (Luke 2013) directly. The organization has a knowledgeable sales team with a good network. The sales team visit different companies and educational institutes. There they give a demo of their projects and also gather the information about the requirement of the clients. Feedback from the present customers also helps them to collect information and act accordingly. According to Mousavian, Kheiry and Mirabi (2014), technology also has helped the organization in distributing their services. Details of the training along with time duration are posted on the website of the organization. These have helped the clients to get information about their services. Along with these, a new app has also been launched by Blank page to attract different customers. Newspaper, messaging and mail or ders are also important attract the attention of different customer (Rad et al. 2014). According to Scott (2013), Blank page has also signed an agreement with various colleges in Australia like Box Hill Institute of TAFE and Australian Catholic University to promote their service. Various seminars and workshops organized by Blank page have helped the training institute to promote its services. Agents like coaching institutes have also helped Blank page to spread information about their services (Talpau 2014). Collaboration with giant software companies like Computershare and Reckon has also promoted the distribution channel of Blank page. 6.0 Pricing Strategy According to Heidt and Quazi (2013), pricing strategy is one of the most important strategies for any service or product. Price is an important determinant which determines the success and failure of any service or product or business. Blank page sells their service to different categories of individuals at a different price. Blank Page has used market penetration pricing strategy to beat their competitors. The main aim of the organization is to educate individuals with different knowledge of software at a reasonable price (Wu et al. 2015). Blank page, however, follow different pricing strategy for three different sectors of customers. The organization has kept the price of the training relatively low for the individuals who are beginners. Blank page charges only 400 Australian dollars for the beginner level (Blankpage.net.au 2016). During this period, they will be trained for 30 hours. On the other hand in case of expert level Blank page charges 1000 Australian dollar for 40 hours ( Blankpage.net.au 2016). However in the case of corporate training, the price varies depending on the requirement of the corporate. The blank page has also kept a low price for the individual who will learn in their online mode of training. It has also been found that the price range of the Blank Page is competitive on its competitor engineering training institute Australia (Rad et al. 2014). 7.0 Communication Strategy According to Entezari, Karimi and Kianfar (2014), communication helps any product or service to create brand awareness in the relevant market. Marketing communication is a tool which provides any message of the organization to the desired clients. Blank pages use communication strategy to give information to the customers about their product and service. It also helps the training institute to retain its existing customers. According to Mousavian, Kheiry and Mirabi (2014), Blank page have a clear picture of the requirement of the customers and have given service accordingly. This has helped the organization to create a clear communication with the clients. The blank page has the potential to make the human resources ready for the required target market. This has been a great achievement for the organization to communicate with the clients properly. The logo and slogan of an organization is an important tool to give clear information about their activity to the target customer. Accord ing to Adam, Denize and Kotler (2015), Blank page has an objective to be the best training institute in Australia. So the organization is coming out with a new slogan Be the Best. The brand voice action also helps the Institute to communicate its message clearly with the target customers. The marketing mix is another tool with the help of which the training institute Blank page can communicate its message to the individuals. Technology has been a blessing in the recent century. Facebook and Twitter have also been used by Blank Page to communicate its message to the customers (Luke 2013). 8.0 Schedule to implement the strategy According to Entezari, Karimi and Kianfar (2014), marketing in the 21st century is important to strive in a competitive market. Marketing has to be carried out throughout the year to achieve an organization's target. The researcher has given tweleve-month marketing activities of Blank page. During these twelve months, Blank Page should promote its product through advertising in television, debates and cultural functions. The Internet is a valuable tool which will help Blank Page to communicate with the customers quickly. Advertising through Hoardings and flex in colleges and coaching centers will also give Blank Page a competitive edge. Here is the action plan of Blank page to achieve its competitive advantages. Actions Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Set up phase Premise Staffing Equipment Development phase Curriculum Material for business Test phase Support team Alternative processes Marketing phase Campaign Advertisement Positioning Pricing Table 1: Action plan for Blank Page After implementing the action plan, Blank page needs to control the plan in an effective way to achieve its short term goal. The training institute also needs to understand the different issues which are related to modern day training and act accordingly (Babin et al. 2014). Customer satisfaction is also another factor which will help Blank Page to implement different strategies properly. 9.0 Budget The budget of the Blank page is created by assumption created by the author. This budget is based on the financial year 2016-17. The blank page is a mid-level training institute in Australia on market share and revenue. The budget is completely done on Assumption basis. Primary Category Secondary Category Quantity Estimated Cost Research Web Research 2 $400 Research Independent Research 1 $1,000 Research Other research 4 $500 Research Promotional 5 $9,000 Communications Radio 1 $10,000 Communications Web 2 $20,000 Communications Internet 3 $8,000 Networking Membership 54 $7,800 Networking Affiliation 21 $8,000 Networking Subscription 10 $500 Event Meal 2 $400 Event Tax 1 $820 Event Other services 1 $780 Total =$77200 Table2: Budget of Blank Page 10.0 Conclusion Researcher has thoroughly discussed about the services provide by Blank Page. Blank Page is a training institute in Australia and is functioning over a period of seven years. The institute mainly gives training to the individuals and corporate. The objective of the organization is to be the best training institute in Australia within a short period of time. The organization have to take help of different distribution channel to promote its services, Internet and technology have also helped the promotion of the organization. The pricing strategy of the organization is also well placed to attract the different type of customers. The researcher has also discussed the budget of the organization which shows a positive indication. References Adam, S., Denize, S.M. and Kotler, P. 2015,Principles of marketing,6e. edn, Pearson Australia, Melbourne, VIC. Arora, A.P. 2013, "Marketing Management",Vision: The Journal of Business Perspective,vol. 17, no. 1, pp. 99-99. Asllani, A. and Halstead, D. 2015, "A MULTI-OBJECTIVE OPTIMIZATION APPROACH USING THE RFM MODEL IN DIRECT MARKETING",Academy of Marketing Studies Journal,vol. 19, no. 2, pp. 65. Babin, B.J., D'Alessandro, S., Lowe, B. and Winzar, H. 2014,Marketing research,Asia-Pacific 3. edn, Cengage Learning, South Melbourne, Victoria. Blankpage.net.au. 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Luke, K. 2013, "5 Steps to a New Marketing Plan",Journal of Financial Planning,vol. 26, no. 12, pp. 20. Mousavian, I., Kheiry, B. and Mirabi, V. 2014, "Survey on Impact of Public push on Sustainability marketing mix and Sustainability marketing mix on Sustainability marketing success",New Marketing Research Journal,vol. 4, no. 1, pp. 194-173. Rad, H.S., Akbari, Z., Ghorabi, M. and Motevaselian, M. 2014, "The Role of Brand and Advertising in Marketing Mix (A Review of Marketing Mix)",Interdisciplinary Journal of Contemporary Research In Business,vol. 6, no. 7, pp. 114. Scott, D.M. 2013,The new rules of marketing and PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly,4th edn, John Wiley Sons, Hoboken, New Jersey;Hoboken, N.J;. Talpau, A. 2014, "The marketing mix in the online environment",Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V,vol. 7, no. 2, pp. 53-58. Tania von der Heidt and Quazi, A. 2013, "Enhancing learning-centeredness in marketing principles curriculum",Australasian Marketing Journal,vol. 21, no. 4, pp. 250. Wu, J., Wen, N., Dou, W. and Chen, J. 2015, "Exploring the effectiveness of consumer creativity in online marketing communications",European Journal of Marketing,vol. 49, no. 1/2, pp. 262-276. Principles of Marketing Questions: 1.Justify and discuss the selection of two key Micro Environment and two key macro environment elements that are likely to affect the business referred to in this case? 2.Describe how the market for the product category of the business referred to in this case might have been segmented by this business? 3.Which elements of the extended market mix (i.e. all 7 elements) have been carefully managed by the business referred to in this case, and suggest one marketing mix element that might be better managed to deliver customer value, justifying your answer? Answers: Introduction Marketing and Distribution has evolved over the years and have crossed leaps and bounds to make a business popular across different geographic regions. Correctly marketed products can help the business in gaining market share in any region (Kotler, 2010). It also helps the company to establish its brand and focus on expanding the business over other territories. Distribution plays a key role over the success of the business. Correct logistics strategies helping in cutting down costs and thereby adding to the margins of the company. Thus, focused marketing coupled with strategic distribution plays the key role in the success of any product based company. This case is related to business which started the product for home use and later seeing the popularity, decided to launch it in commercial space. Leanne Preston started the product Quit Nits as a tool to remove head lice for her own child and then went on to commercialize it across Australia. Soon after receiving wide popularity in Australia, she focused towards international expansion with UK being the first region to explore. IN the meantime, she had started other naturally synthesized products like sunscreens, baby washes etc. under the parent Brand name Wild Child. After UK, she expanded the business to US and now have substantial market shares in head lice products in these markets (Mller, 1987). 1. Macro environment and micro environment factors play a very role in the development of any business. The macro environment factors or elements are the external elements which may have impacts on any organizations decision making. These cannot be controlled by the business. These may include demographics, legal factors, economic elements, social elements, technological changes etc. (Ginter, 1990). On the other hand, micro environmental elements are the ones present within the business area of operations and can have an impact on the daily operations and decision making of the business. These include the entire supply chain starting with suppliers, distribution channels, customers, competitors etc. Leanne Preston started her work on the product by hit and trial method for her own children. She got the inspiration when she saw that the products related to head lice removal were containing toxins and may be harmful for the children. She then decided to get a cure which will be home grown and free of any kind to toxins. Success in home procedure urged her to launch nationally and later internationally under the parent brand Wild Child. Strategic execution of techniques related to Macro Environmental factors have played a crucial role in the success of Wild Child in Australia and internationally. Demographics is one such macro environmental elements which needs to be studied carefully before trying to target a market either nationally or internationally (Coughlan, 2001). Leanne did her study on this part thoroughly. She learned that head lice removal product is being used by people right from birth till death. Each person faces the issue of head lice sometime during their life. Children are more prone to head lice. So, manufacturing of an organic head lice removal product would surely attract customers. This got her to work harder and rewarded her with success. Another macro environmental factor, Legal factors have a very important role to play in case the business is thinking to go international (Kotler, 1969). Leanne leant about the legal procedures which a pharma related product needs to follow while entering US and UK markets. She tied up with best-selling pharmaceutical stores in both US and UK to mark the Quit Nits presence in the both the regions. Pharma sector is very closely monitored for legal violations and Leanne didnt want to give the officials any reason to deprive her with such a great market (Smith, 2001). Customers are the ones which can make a product, a huge success. They must be provided with the value which can take the products to new heights. Leanne banked upon it when she launched her Organic Head Lice removal product Quit Nits. She wanted to make her customers happy and satisfied with an organic product. Developing a wide customer base is important to for any business to take on to external forces and later to launch in various other regions (Kotabe, 1998). When a business should look towards satisfying it customers by providing value to them, in the meantime, the business should also focus on staying on top of competition. The core competency of Leanne was the organic product and apart from the ingredients, everything else was secondary. A good business should always focus on the core competency. Leanne also did the same. She entered UK by partnering with Boots which resulting in wiping out competition from the largest manufacturer and seller of head lice product in UK. In US , as well, the same was done by partnering with another major pharmaceutical store. 2. Market Positioning Segmenting is a very important step for marketing a product. The segmentation of the market refers to lot of brainstorming activities which is needed to find out the potential market segments which the business should target (Soares, 2007). Customers market need to be segmented based on their age, caste, culture etc. The Product in the case is a Head Lice Removal product. It is used by people of all the ages. However, children are more prone to head lice. Thus, proper care is required for the children. The product need to be segmented based on the age groups and then smaller modifications need to be brought in the composition to suit all kind of age groups. For this product, demographics will be the one which will serve as the base for the segmentation. The segmentation will help the product to properly target the market and build a name for its brand in the market. Thus, the national as well the international market could be targeted effectively after strategic segmentation (Kent, 2 007). Describe the segments of this market targeted by the businesses. As discussed in the above section, the segmentation of the market refers to lot of brainstorming activities which is needed to find out the potential market segments which the business should target (Huang, 2014). The product need to be segmented based on the age groups and then smaller modifications need to be brought in the composition to suit all kind of age groups. For this product, demographics will be the one which will serve as the base for the segmentation. One of the segment will now be based on the age group as discussed above. Children will be the primary segment in this and adults the secondary. Apart from the age group, the product will be segmented in the Organic/Natural product category. Since, the product Quit Nits is free from any poisonous material, it will be put up with the Organic tag so that it will attract more customers. Generally, people are more attracted towards the product which offer them value without any kind of side effects which can be harmful for the m and their children. Thus, the segmentation as a natural product might be successful for the business. Explain the positioning of the business in the market for its product/service. Before the positioning of any product in the market, it first needs to be targeted successfully. The Targeting refers to the promotion of the product in different segments in a different manner (Assael, 1984). The campaign will focus on the targeting of different segmentations in different ways. Once, the targeting phase is completed then positioning will begin. Positioning means the aligning of the product or the brand in the target market. The main objective is to provide the customers with core values which they seek in the form of a product. Quit Nits will be positioned as an organic and all Natural product which is free from any toxin and is equally effective in removal of Head Lice. This innovative and cutting edge advancement over the competitors will help the business to create a position for itself in the market (Tian-yuan, 2001). 3. Marketing mix is a mix of certain elements of marketing which helps in launching a product in a successful manner (Borden, 1964). These basically include Product, Price, Place and Promotion. However, later Extended marketing mix was developed to bring in some more elements into the focus which also have an equally important impact during the launch of the product. The extended marketing mix includes Product, Price, Place, Promotion, People, Process and Physical Evidence (Goi, 2015). The business in the case is a Head Lice Removal Product. The Product element of the marketing mix have been carefully researched and strategized in the case. The product has been prepared organically which will get enthusiasm from the markets and will also satisfy the customers by offering them the value which is required. The Place has been suitable selected by Leanne Preston. First, she launched the product in her native country Australia. Once it was popular in Australia, she expanded it to major markets like US and UK. The Place to launch the product is very essential for the success of any brand and its underlying products (Borden, 1964). Wild Child brand was successfully targeted to the markets of Australia, US and UK to cater to a wide market for the product related to Head Lice removal. Promotions are used to increase the brand awareness among the targeted customers (Kotler, 2010). People should be made aware about the upcoming product and some promotions like discount, offers etc. should be given so that the customers will try the new product (Vrontis, 2005). Leanne also gave away free samples to child care organizations, customers to increase the product awareness among the people. People element of the extended marketing mix involves the people working for the company (Grnroos, 1994). Right people need to be employed to get the maximum productivity out of them. Leanne also connected her business with Austrade which helped them in devising all strategies related to the expansion of the business nationally in Australia and internationally in US and UK. This partnership with Austrade proved to be very beneficial for Wild Child. One element of the extended marketing mix that Leanne Preston should have focused more was the Pricing of the product Quit Nits. The price of a product comes a deciding factor for many customers. Many customers belonging to different income group have different ways of purchasing the products. Some go for top notch quality irrespective of the price. Some settle for low quality product because of lesser price. However, most others will try to find a good quality product in the minimum price. So, Leanne should try to focus on a segment in which she should launch her product so that it could be beneficial in the long term. Thus, we have seen above that the extended marketing mix plays a very important role in the promotion and launching of a product. Every brand wants to launch its product in the favorable market place conditions at the best price by offering some promotions. Moreover, it should take right judgements on the people employed, processes executed and the physical presence of the brand. Conclusion Marketing helps in creating awareness of the brand among the consumers to increase the popularity of the product. It helps in leading the brand to be famous and the products to achieve success. In the above section, we have focused on the case of A Wild Child goes overseas in which Leanne Preston launched a product in native country Australia and then expanded to other countries like US and UK. We discussed various theoretical elements which impact the marketing process of the Wild Child. References Case Reference: Kaplan, M. 2008. Experts scratch heads. The Weekend Australian, 15-16 Assael, H., 1984. Consumer behavior and marketing action. Kent Pub. Co.. Borden, N.H., 1964. The concept of the marketing mix. Journal of advertising research, 4(2), pp.2-7. Coughlan, A.T., Anderson, E., Stern, L.W. and El-Ansary, A.I., 2001. Marketing channels (Vol. 6). Upper Saddle River, NJ: Prentice Hall. Ginter, P.M. and Duncan, W.J., 1990. 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