Ensuring quality websites Essay Example for Free

Ensuring quality websites Essay Internet is an ever expanding medium. The number of users of the World Wide Web colloquially called as the internet has grown to over 1. 02 billion and includes 15 percent population of the World. (World Internet Usage, 2006). This is slated to expand even more rapidly hereafter as it is proving to be an ideal medium for all types of social, business, government and informational transactions. Cyber Rater is a web site rating service which will assess web sites based on their quality, reliability and the timeliness with which they provide information to the user. The number of web sites is increasing exponentially. A survey by Netcraft for June 2006 reported an increase of 3. 96 million sites in one month between May to June. (Webserver Survey, 2006). However the plethora of sites on virtually all subjects has created a problem for the user, as he is unable to assess the efficacy and accuracy of the information provided on the site. Cyber rater will attempt to this void, by rating sites and providing these with a verification certificate based on authenticity, quality and speed in providing the information to the user. Cyber Rater will be a web based organization, thereby the initial infra structure cost will be restricted to computers and other information technology assets to facilitate speedy access of the net, register the sites, assess these and provide certification. The business is proposed to be started by December 2006 and a healthy return is expected with break even point reached by December 2007. Mission Statement Our Mission. To facilitate web users in instantly assessing the quality of a web site. Grading web sites on each subject based on quality will be a key facet of the mission. To create excellence on the web by generating a hierarchy of gradation for web sites will be inclusive in the overall mission. To improve the overall content on the web will be the underlying theme of the mission. Needs Proliferation of web sites as well as the large number of users of the web has created a new market for certification of the best sites based on quality and accuracy of content, timeliness in publication and credibility. This will provide a service to both the user as well as the web site provider. While the user will be able to gravitate to the best web site on a subject, the provider will attempt to improve his content based on authenticity of information, the assessed market needs of the users and the latest web and communication technologies available. This will greatly facilitate all users such as researchers and students who will get a certified source, the e purchaser, and an authenticated, best bargain without cheating and the business person timely information of opportunities available for commerce to beat the competition. A certified web site rating system will greatly improve the overall quality of the web as it will assist in establishing uniform standards, motivate investments in using state of the art technologies by web sites, adoption of best practices and sustained support will be available through government policies. Objectives The objectives of Cyber Rater will flow from its mission which is to facilitate web users in assessing the quality of a web site thereby enabling them to home on to the best in each category. The objectives will be broken down into three criteria as given below:- Objectives Related to Users Objective 1. To provide the user information of the quality of the web site he is accessing to do commerce, interact socially or merely to gain information on a subject. Objective 2. To provide knowledge workers assurance of the information that is being accessed by them on the web. This will overcome the present lack of credibility of most web sources for research. Objective 3. To provide the user with authentic and original information, free of copy right, trade mark or patent infringement. This will avoid the embarrassment as well possible legal action at a later stage. Objectives Related To Web Sites Objective 1. To provide a forum for quality web sites to propagate their value on the web. This will also enable them an opportunity to increase their popularity and revenues. Objective 2. To generate impetus for improving the overall quality of web sites and web content by creating a hierarchy of excellence. Objective 3. To disfranchise those web site providers who are not able to provide quality and authenticity to continue on the web. This will come about by their non certification, non access over a period by the user and thus a virtual demise due to infrequent access. Objectives Related to Business Objective 1. To follow the highest standards of ethics and values. This is essential to every rating agency and will enable maintenance of credibility and thus attract maximum business in the long term. Objective 2. To attract the best talent in the profession. This alone will ensure that the assessments made would maintain an even standard and are free from biases of lack of knowledge as well as judgment. Objective 3. To employ the best technologies available in the field and continue to constantly upgrade them. Objective 3. To ensure the financial viability of the business and break even within one year. References 1. Webserver Survey. 2006. June 2006 Webserver Survey. http://news. netcraft. com/archives/2006/06/04/june_2006_web_server_survey. html (24 June 2006). 2. World Internet Usage. 2006. Internet Usage Statistics: The Big Picture. http://www. internetworldstats. com/stats. htm. (24 June 2006).

Teaching Children Technology Skills

Teaching Children Technology Skills Technology and Authentic Learning You have just completed a beginning-of-the-school-year open house for parents. Following your presentation, several parents ask whether you will focus on helping their children develop 21st century technology skills. They ask you to describe several learning experiences you have designed and plan to implement this year. What are two authentic examples of learning with technology that you could share with parents? Provide a rationale for each that describes how the activities will meet educational technology standards and characteristics of meaningful learning with technology. I am the assistant dean of the Beijing Information Science and Technology University College of International Education (BISTU-CIE). I teach IELTS and TOEFL workshops for Chinese ELLs and basic/general English and business English classes for our international ELLs. Most of our international students come from South Korea and the former Soviet Union nation-states. Most of my international ELLs are majoring in international trade. Therefore, I have my business English students do a business plan proposal and presentation. In small groups, students use the Internet to research opportunities and possibilities for starting their own business. They also have to create a business plan indicating their product or service, cost structure, and projected profits or losses for the first, second, third, and fifth years, among other things. They then organize this information into a PowerPoint presentation and present their proposals to the class. Students then vote for the proposal that is the most realistic and plausible and has the best chance of success. I believe this integrates technology with an authentic learning activity that is relevant to their major. This meets the 2016 ISTE standard no. 3, Knowledge Constructor which states, Students critically curate a variety of resources using digital tools to construct knowledge, produce creative artifacts and make meaningful learning experiences for themselves and others (ISTE, 2016, p.1) and no. 6, Creative Communicator, since the students must use the Internet for research, organize their research using office productivity software such as word processing and spreadsheets, and finally create a digital presentation to be displayed and shared with others. It also fits Newman and Wehlages (1993) definition of authentic learning, which requires students to construct meaning and produce knowledge, inquire to construct meaning, reflect and discuss information, and create or perform tasks that have values of meaning beyond success in school (cited in Cydis, 2015, p. 69) for the same reasons. In my IELTS and TOEFL workshops, students are given speaking prompts taken from actual past tests. Students are given the rubrics the testers use to evaluate their speaking. Students then record their responses on their phones. Then, in pairs or as a class, we listen to the recordings and students evaluate and critique themselves and others according to the rubrics and match their performances to the approximate proficiency band. This activity is authentic because it simulates the speaking portions of the TOEFL and IELTS exams and requires students to put themselves in the shoes of an evaluator and evaluate their speaking skills with a critical ear. It also meets the ISTE (2016) standard 1c, Students will use technology to seek feedback that informs and improves their practice. By listening to recordings of themselves and comparing what they hear against the proficiency band rubrics, students are able to identify strengths and weakness in their own pronunciation, fluency, vocabulary, or grammar, and target the weak spots. This gives them control over and ownership of their own learning. References Cydis, S. (2015). Authentic instruction and technology literacy. Journal of Learning Design, 8(1), 68-78. International Society for Technology in Education (ISTE) (2016). ISTE Standards for Students (2016). Arlington, VA: Author.

Analysis Starbucks Operational Financial Organisational Marketing Capabilities Marketing Essay

Analysis Starbucks Operational Financial Organisational Marketing Capabilities Marketing Essay The organisation chosen for the task is Starbucks Corp. and the report would compare it with two similar companies, one being Costa Coffee and the other being Caffà © Nero. The report would highlight the frameworks underpinning the competitive position of Starbucks and also would identify and asses the economic and the competitive position of the firm. A financial model using appropriate ratio analysis would also be presented in a spreadsheet format identifying the industry trends and their impact on the performance of Starbucks vis-à  -vis Costa Coffee and Caffà © Nero. Both quantitative and qualitative data would be made available so as to provide an insight into Starbucks sustainable performance and prospects. Analysis of Starbucks operational, financial, organisational and marketing capabilities would be made available through application of PESTEL analysis and Porters 5 forces model. The report would also discuss the issues, the problems, the opportunities and the options available to Starbucks for future business growth, followed by conclusions to draw together all the variables identified. Recommendations would be provided for the company highlighting the direction it needs to take to ensure business profitability with comments on the suitability, acceptability and the feasibility of the options made available. INTRODUCTION The Starbucks Company was founded in Seattle in 1971 by Jerry Baldwin, Gordon Bowker and Zev Seigel with a vision to educate American consumers about the fine coffee drinking experience. In 1987 Howard Schultz took over the Starbucks Group, he wanted to create the Italian espresso bar experience in the States by creating a personal relationship between the customers and their coffee. In 1995, the company really took off with the opening of its 676th store, and the expansion strategy to Hawaii, Singapore and Japan being very successful. By 2000, 3,300 stores were already in operation and Starbucks had ventured into markets ranging from England to Australia. As standing, Starbucks is number one in the industry, with more than 12,000 shops in more than 35 countries. Just within a couple of years they grew from a small coffee business house to a multi-million dollar player in the speciality coffee industry by buying only the best coffee available and providing the people with an unmatched store experience. The Starbucks mission statement is To inspire and nurture the human spirit one person, one cup and one neighbourhood at a time. Freshly brewed coffee is the main product offered by Starbucks along with other drinks which include cold and hot teas, cakes and pastries. The Starbucks coffee comes in a many varieties each possessing a different taste, aroma and flavour. INDUSTRY TRENDS AND MARKET ANALYSIS The market right now for gourmet coffee business is hot. All the multi-national fast food chains and street-corner shops want in on the boom. Many big companies are focusing on the supply of specialty branded coffees and the scenario is heating up. Specialty coffee is one of the fastest growing food services markets globally. Growth in the coffee industry is continuously peaking, with many new overseas companies entering the market using policies like special discounts and perks despite the questionable quality of the coffee being used to increase the market share. A notable trend seen is that often a significant increase in sales occurs every time a cafà © starts to use branded consumables. The consensus is that these coffee drinks would be a long-term trend, with focus on elevating the customers taste for a product that they are already familiar with and then leading them to coffee houses to get it. Many companies are also tinkering with expanding the food menus as well including an in-store display of fresh baked goods, sandwiches and various confectionary items. The newest trend is the drive-thru coffee stores. Starbucks has many such stores, all of which are seeing continual growth and long lines. Another trend includes customer requests for organic coffees, which has encouraged retailers to move towards the beans growing environment. The array of products offered has never been as wide, as retailers are adding more flavours to whole beans and creating variations to the basics of espresso and steamed milk. The clever retailers have added iced tea concoctions and coffee shakes to their menus to outdo competitors. Most specialty retailers now also retail whole beans and many such stores have added coffee grinders, espresso machines and other brewing supplies for add on sales. STARBUCKS ANALYSIS This part of the report would analyse the working of the business by application of PESTEL analysis, Porter 5 forces and the BCG Matrix. PESTEL Analysis POLITICAL Taxation policy High taxes levied on farmers in the bean producing countries, would consequently increase the rate at which Starbuck would buy the coffee beans and any such fluctuations in the taxation policy would certainly be passed on to the consumer, who now would have to purchase the end item at a higher price. International trade regulations and tariffs Trade issues would affect Starbucks directly when exporting and importing goods. When the government of the trading country imposes a tariff it would not only result in an efficiency loss for Starbucks but such large income transfers can also become inconsistent with equity. This extra charge would have to be borne by the consumers. Government stability A change in government policies has a direct impact on the taxation and legislation framework. Also the countries in political turmoil or civil war should be approached with great caution when considering new ventures. Employment law A reduction in licensing and permit costs in the bean producing countries would lower production costs for farmers. This saving would in turn be passed on to Starbucks when purchasing beans and finally to the consumers. ECONOMIC Interest rates High interest rates would mean putting off the investment and expansion plans of Starbucks, which would result in fewer earnings for the firm. Low interest rates should have the opposite effect. Economic Growth Consumer incomes would fall in periods of negative growth leaving less disposable income impacting the sales for Starbucks. Inflation rates Business costs will rise in times of inflation which would ultimately have to be borne by the consumer. Competitors pricing Competitive pricing from competitors would impact Starbucks pricing that would drive down the profit margin as they try to maintain their market share. Exchange rates If the currency value falls in a bean supplying country, Starbucks would get more for the same price, when importing the goods. This saving would be passed to the end consumer. SOCIAL Population demographics Identification of the target population at which Starbuck needs to aim their products is a significant factor in the business operations. The marketing campaign undertaken would focus accordingly. Coffee is more of a luxury product, so the people with the most amount of disposable income should be targeted. Working Population A large number of workers in big cities now go out for lunch and meals. Starbucks can cash this to their advantage and promote the shop as a place where people can meet and eat, boosting the sales. Location A good location which is easily accessible is vital to ensure that the customers visit the shop. TECHNOLOGICAL IT development Starbucks launched its first-generation e-commerce website in 1998. As a result, scalability and performance have improved, and the company now has the tools it needs to profile and target customers, analyse site data, and deliver new features to the market in the shortest time possible. New materials and processes Developments in the technology of coffee making machines and the computers that Starbucks use to run their cash registers will enable their staff to work more quickly and efficiently. This will result in customers being served quicker and create the potential to serve more customers in a day.. Rate of technological change The pace at which technology is advancing is astounding. Starbucks would need to invest heavily just to stand still in the ever expanding and developing market, and even more so to try to stay ahead of competitors. ENVIRONMENTAL Pollution problems Starbucks customers create a lot of waste by disposing off the cup and the contents incorrectly. The material for the cup should be carefully considered to make it as biologically degradable as possible. Planning permissions Planning permission may not be granted to Starbucks if the construction would harm the environment. The land may be protected. Work disposal There are strict laws in most countries pertaining to waste disposal and non-adherence to these could lead to Starbucks being sanctioned, which would affects them financially and also tarnish the reputation of the brand name. Environmental pressure groups Starbucks should be aware of the physical and influential power of groups such as Greenpeace and Friends of the Earth. Any violation of animal or environmental rights by a company is usually followed by a swift and attention-drawing protest from one of the groups. Brand image and customer bases are often irreconcilably tarnished due to the actions of these groups. LEGAL Trade and product restrictions Starbucks need to be aware of the trade laws in the countries where they have established businesses. They need to ensure they are not in violation of any such laws. Certain countries impose a tariff that has to be paid when goods are imported/exported so this must be taken into account as well. Employment laws Each country has different employment laws, like a limit on the number of hours an employee can work per week, varying levels of minimum wage etc. Starbucks should be aware of such factors when considering business expansion. Health and Safety regulations By not maintaining high standards they would be liable for damages if found in violation as it is a legal requirement for them to enable that their staff and customers are safe when they are in their stores. Land use Starbucks have to abide by the laws of the building authorities when constructing shops or altering purchased sites and if found in violation of land rules, it can be panalised by the local authorities. PORTER 5 FORCES ANALYSIS 1. COMPETITIVE RIVALRY Starbucks is the leading retailer, roaster and brand of specialty coffee in the world. Major competitors include Costa coffee, Caffà © Nero, Seattles Best Coffee and secondary coffee providers such as McDonalds, Burger King and Dunkin Donuts. The competition is nowhere near to Starbucks volume of operations and sales. Consumption of coffee is not dependent on the price of the product but also on the differentiation between each product and several value adding variables such as the quality of customer services, brand, brand recognition and image of the company. Hence, Starbucks is not majorly sensitive to movements of other firms in this segment. 2. THREAT OF NEW ENTRANTS Starbuck is the world leader in its industry and has controlled access to distribution channels. Starbucks have exhibited this control over distribution channels by setting guidelines for their suppliers to follow. Starbucks is also constantly innovating and showing strong product differentiation to hamper the possibility of new entrants. However, the entry barrier for the industry is relatively low and any big firm where capital is not a problem could be a potential entrant. Some of the more current and on-going threats of new entrants include fast food chains such as McDonalds, Burger King and Dunkin Donuts which can become a major problem in the near future. 3. BARGAINING POWER OF BUYERS A big threat to Starbucks is the absence of switching costs in the speciality coffee industry, customers face no switching costs in switching from Starbucks to Costa Coffee or Caffà © Nero for a cup of coffee. Another threat to Starbucks is that their customers have the ability to brew their own coffee. Starbucks has tried to counter this threat by offering Preferred Office Coffee Providers as well as directions on how to make the perfect cup of Starbucks coffee at home, called the Four Fundamentals of Coffee. The perfect cup of Starbucks Coffee includes, of course, Starbucks ingredients! Also with new entrants and competitors such as McDonalds who claim to offer premium roast coffee of reasonable quality for lower price, it is clear that Starbucks customers have some bargaining power in the industry. 4. BARGAINING POWER OF SUPPLIERS Coffee is the worlds second largest traded commodity. South and Central America produce the majority of coffee traded in the world. Starbucks depends upon both outside brokers and direct contact with exporters for the supply of premium coffee beans. The quality of coffee beans sought by Starbucks is very high, proving to be a potential threat to the company. Only suppliers who can meet Starbucks coffee standards will be able to supply the giant company. The supplying industry only has few firms which can deliver the quality giving them considerable bargaining powers. However, Starbucks counters this due to its massive size and being the primary buyer and also because of the importance of Starbucks business to any individual supplier as it would account for a large percentage of the total suppliers sales, thus reducing the bargaining power of suppliers. THE THREAT OF SUBSTITUTION Substitute products are the products that can pose as a trade-off for the product being offered by a company. In the specialty coffee industry, substitute products can be soft drinks, tea, energy drinks, fruit juices and other caffeinated drinks. Here innovation would play a huge role. To counter this Starbucks have given their menus a complete revamp and have differentiated so many of their products which are now part of the main product line. The menu includes various teas, hot and cold coffee, baked goods and various confectionary items. The only true direct substitute for specialty coffee would be the basic coffee, which is of lower quality than specialty and as such does not present any threat. STARBUCKS FINANCIAL ANALYSIS This part of the report would highlight the financial position of Starbucks using the annual reports and comprehensive ratio analysis for the financial years 2008, 2009 and 2010 which are enclosed in the appendix. 2008 In fiscal 2008, Starbucks experienced declining store sales in its stores, primarily due to lower customer traffic. The weaker traffic was caused due to number of on-going factors in the global economy such as the higher costs of gas and food, rising levels of unemployment and personal debt along with reduced access to consumer credit. In fiscal year 2008, store sales declined a margin of 8%. Consolidated operating income was $503.9 million in fiscal 2008, and operating margin for the year was 4.9% compared with 11.2% in the prior year. Approximately 260 basis points of the decrease in operating margin was a result of restructuring charges, primarily related to the significant US store closures. EPS for fiscal 2008 was $0.43, compared to EPS of $0.87 per share earned in the prior year. Restructuring charges and costs associated with the execution of the transformation agenda impacted EPS by approximately $0.28 per share in fiscal 2008. 2009 Fiscal 2009 was a challenging year for Starbucks. The difficult economic environment had strained consumer discretionary spending in the US and internationally, which negatively impacted company revenues, store sales, operating income and operating margins. Starbucks responded by creating a business model that was less reliant on high revenue growth to drive profitability. The primary initiatives of the strategy included rationalizing the global company operated store portfolio and reducing the cost structure, while renewing the focus on service excellence. Starbucks closed down approximately 1000 stores. Initiatives targeting reductions in the cost structure in fiscal 2009 proceeded as planned, with full year costs of $580 million removed from the cost structure. The company maintained a solid financial foundation, with no short term debt outstanding at the end of fiscal 2009 and with cash and liquid investments totalling more than $650 million. The solid financial position and continued strong cash flow generation provided Starbucks with the financial flexibility to implement its restructuring efforts. 2010 In fiscal 2010, revenues increased to a record $10.7 billion. Operating income increased by $857 million from  ¬Ã‚ scal 2009 to $1.4 billion. The full-year operating margin of 13.3 % represented the highest full-year consolidated operating margin in Starbucks history. Fiscal 2010 ended with the highest full-year comparable store sales growth that Starbucks have seen in the recent past, while the earnings per share also grew more than double from  ¬Ã‚ scal 2009. BENCHMARKING WITH COSTA COFFEE AND CAFFÉ NERO Starbucks is a US chain whereas both Costa Coffee and Caffà © Nero were established in the UK. Costa Coffee was setup in London in 1971 by Bruno and Sergio Costa and acquired by Whitbread PLC in 1995. Caffà © Nero was established by Gerry Ford in 1997 in the UK. The comparison would be carried out using the financial information of the three firms which is available in the appendix. The comparison would majorly be based on the UK market. There are 1,175 Costa Coffee shops in Britain as compared to 731 of Starbucks and 440 of Caffà © Nero. A comprehensive business analysis of Starbucks has already been supplied in the above report; this part would focus on the business analysis of Caffà © Nero and Costa Coffee individually followed by a coherent conclusion of the findings. Costa Coffee According to the financial data available operating profit grew by 59.5% to  £36.2  million; 312 net new stores were acquired or opened and like for like sales increased by 5.5. Costa operates in 25 countries and is now the number two international coffee shop operator with 1,600 stores: 1,069in the UK; and 531 overseas. Sales performance improved strongly across the year, confirming the brands resilience, even in a recessionary environment. Caffà © Nero The groups 60% equity is held by the Ford family, the rest 30% by a private equity firm Paladin and 10% with the management. Caffà ¨ Nero has recently completed a successful  £140m refinancing in a bid to fund the businesss future growth ambitions. The business, which has 500 outlets in the UK and internationally and has registered 54 consecutive quarters of positive like-for-like growth, is forecast to generate  £31m in earnings before interest, tax, depreciation and amortisation (EBITDA) for the 12 months to May 2011. Revenue for the same period is forecast to reach  £171m, an increase of 11% on the previous year. The new financial structure would provide the Group with a financial platform to support its growth ambitions and expansion plans both in the UK and internationally. Nero has a lot of ups including strong brand positioning, intensive marketing campaigns and a clear differentiation point. However, there are some weaknesses, one of them being lack of experience in going international, thus some problems could arise while penetrating foreign markets. Though both the companies Costa and Nero are well established in the UK market, Starbucks is the industry leader in the world and is a major competition to them in the UK. Financial turnover of the Starbucks Group is so massive that it provides them with all the capital requirements to innovate and differentiate their product from the 2 competitors; it already has established a sizeable market share in the UK, but still needs to take over Costa Coffee which it should be able to do in the near future, looking at the financial figures provided and the international global strategy adopted by the group which seems very promising. ISSUES FACING STARBUCKS The major challenge that Starbucks is dealing with is the current financial crisis in the world economy forcing them to call closures of many stores around the world. Another challenge that Starbucks is dealing with is competitors. There are numerous coffee shops all over the world and being able to stand out to generate customers is important. Their main competitors are Dunkin Donuts, McDonalds, and Nestle in the US and brands like Costa Coffee and Caffà ¨ Nero in the UK, the two major markets for Starbucks. It is important that for Starbucks to know their competitors and what they are currently doing. Also Starbuck coffees are priced higher than other market competitors because of Starbucks only purchasing the highest quality coffee beans for their product, thus increasing the price of the drink. As Starbucks have many competitors, this can be a potential advantage to for such competitors. Also Starbucks inadequate marketing strategy on advertising is a hindrance in the business growth opportunities. They prefer to build the brand by promoting the drinks cup-by-cup with customers. The advertisement ends until they drink the coffee, reducing the chances to attract valuable customers. Starbucks also does not emphasize on distributing their products to supermarket because of being concerned with the quality of the coffee; if the coffees were packaged into plastic bags. Also the rigorous expansion strategy followed by Starbucks can take a toll on the firms brand image. As corporations grow there can be a tendency to focus too heavily on increasing output and locations, and less focus on quality and brand image. Starbucks needs to stay with its values and ideals that have made it successful. Also Starbucks policy of not franchising can be a cause of concern for the firm. Advantages of Starbucks franchising would be to open hundreds of new stores with less risk to the company, and make profits in doing so. In addition Starbucks would have less research and development costs because the franchisee would have greater knowledge of the local market in terms of demographics, psychographics, geographic, and local/state/country regulations. RECCOMENDATIONS AND CONCLUSION Starbucks has to effectively pursue a Focus-Based Strategy in conjunction with differentiation and cost leadership based strategy. Being a lower cost store will increase the difference between Starbucks and provide it with a competitive edge. At present, Starbucks competitors are attempting to specialize in the coffee business, therefore Starbucks must pursue focus strategy to increase its strength. Starbucks must reduce their product price by producing a new product of coffee using cheaper beans or can come out with special discounts and promotions to reduce cost, thus increasing sales enabling Starbucks to enter new low cost markets and increase profitability. Also needs to focus on building alliances in new markets/countries to reduce management focus and benefit from the local and experience curves. Should focus on advertising the brand through internet services for users to access, do road shows, hand out brochures etc. so that consumers become more aware of the brands strong international presence and brand name. Market penetration and market development will help increase the sales. Access unexplored distribution channels like making available packaged Starbucks coffee for consumers by displaying it nationwide in various convenience and shopping stores and not only Starbucks stores. Starbucks must adopt twin policies of Product Development and Product-Market Diversification to counter the stiff competition in international markets. It is important to understand this in the product development phase as they would need to focus solely on making their existing products better. The company can demonstrate product and market diversification through research and development coupled with creativity and innovation. Product differentiation has proven an excellent defence against threats such as bargaining power of buyers. Developing new products will offset such potential risks. A strategy should be formulated to tackle the competition by entering into agreements, long-term contracts, with the food service companies that they are competing against. This way their coffee would be sold at these outlets and they would gain access to new markets and increase sales while decreasing competition. Starbucks should continue to be a first mover into markets with new products and ideas. Being a first mover of new products into new international markets will be an excellent way for Starbucks to build customer loyalty and uphold its image as an innovative company. Starbucks should continue to locate their operations in high traffic areas, high visibility areas. The company should continue to take excellent care in picking locations. It is extremely important that Starbucks international stores reflect uniqueness in their location and layout. Having locations in a variety of locations will ensure large market exposure.

Symbols Of Truth in Langston Hughes On The Road Essay -- Road Langsto

Langston Hughes uses beautiful symbolism and imagery in his literary work â€Å"On the Road†. Hughes offers up the idea that if one is to open ones heart; life will provide unlimited abundance. In this literary work, Langston Hughes uses nature to demonstrate and symbolize the unwillingness of his main character, Sargeant, to participate in life. Hughes also demonstrates the use of a person’s anger and instinct to survive and how they both can be used as powerful forces in breaking down racial barriers. Another more impacting symbol Hughes uses is Jesus Christ as a metaphor. Hughes uses this to show how people experience life and how the traditional church values contradict each other when it comes to the acceptance of human beings. Therefore after reading â€Å"On the Road†, the views of nature, racial barriers, and values are explained to the readers and the power behind them. To begin with, Langston Hughes uses nature to demonstrate the distinct relationship amongst blacks and whites during the depression. The writing shows the relationship between the different races amongst the men and women. Hughes use of the snow and night express a simple point, but through the use of these metaphors, he enables the story to be a little less invasive and more appealing to the reader. His main character, Sargeant, is left doubting the integrity of life. Hughes wrote, "Sargeant didn't see the snow, not even under the bright lights of the main street, falling white and flaky against the night. He was too hungry, too sleepy, too tired"(296). Langston Hughes stated like this because at the time Sargeant was one minded and did not take the time to notice the beauty and lessons that nature was showing to him. For almost two hundred years white people hav... ...argeant did not see Jesus Christ in the real world, but in his dreams he was able to experience what he needed. Hughes instills that just because you can not see something does not mean that it does not exist. Also that most will only hear what they want to hear. In the end we find that Langston Hughes use of symbolism re-enforce the points he is expressing. In â€Å"On the Road† nature, racism, and values are the three main points and Hughes was trying to express. Sargeant faced many hardships and tasks in his life. Langston Hughes wrote about these hard times from his experiences and the time period he was in. The tension that arose throughout the story by having a down and out black man survive, by using his faith and power of will. No society or way of life was going to take Sargeant down without a fight and Hughes echoed that throughout the entire literary work.

Cuba and Tourism Essay example -- Latin America

Cuba and Tourism Ernest Hemingway was no tourist, but his attraction to Cuba was much like that of the rest of America. The beautiful beaches and tropical climate helped him write novels, but he also loved the daiquiris at the Floridita, the fishing, and the adventurous bootleggers from Florida. Cuba has its beautiful beaches and fish-filled waters, but part of the attraction as well has historically been the plentiful rum and the "anything goes" atmosphere. The casinos and nightclubs frequented by tourists bring with them an unsavory element in the form of organized crime and prostitution. Tourism has its benefits, but in Cuba it is a clear reminder of the island's dependence on wealthy foreign nations for its survival, and the disparity in income between Cubans and their neighbors to the north. The dollar-based society a tourist economy creates is deeply stratified, and conflicts with the ideals of the Castro's socialist revolution. Yet in recent years it has proven to be a good source of hard curr ency for the struggling economy, and efforts are being made to expand the industry. By promoting tourism, Cuba is taking advantage of its beauty, but is opening itself to unfortunate exploitation. The Playground for North Americans In his essay Tourism Development in Cuba, historian Derek R. Hall describes Cuba in the early 1900's as "a playground for North Americans." Just ninety miles from the coast of Florida, Cuba's close proximity and near-perfect weather made it the premier attraction in the Caribbean for American tourists. Americans had always traveled to Cuba, even when it was still a Spanish colonial possession. Businesses in the United States had invested extensively in Cuba, and the two were big trading partners. Cu... ...om Tourism & The Less Developed Countries, Harrison, David, editor. Belhaven Press, London, 1992. Page 110. 14. Eckstein, Page 39. (handout) 15. Ibid, Page 67-68. 16. Hall, Derek R., Tourism Development in Cuba, from Tourism & The Less Developed Countries, Harrison, David, editor. Belhaven Press, London, 1992. Page 113. 17. Grossman, Cathy Lynn. Sea change for tourism in Cuba: Visitors find island in flux, USA Today, January 19, 1996, page 5D. 18. Benesch, Susan. Angling for tourists, Cuba hosts "Playboy", St. Petersburg Times, January 31, 1991, Page 19A. 19. Boudreaux, Richard., Cuba Hopes Its Doctors Can Cure the Economy, Los Angeles Times, February 19, 1991, Page 4, Column 1. 20. Lapper, Richard., It’s back on the road to prosperity: Tourism. Financial Times (London), March 24, 1999, Page 3. 21. Ibid, Page 3.

South Korean-Business Etiquette and Cultural Aspects

â€Å"Welcome to South Korea†. This will more than likely be the greeting one hears when arriving in South Korea on a business trip. Knowing as much about the country and its people will be extremely important to your visit. It’s also important to know as much about the language, their customs and culture as humanly possible, but for this paper we will focus on business practices and etiquette. Some of the business topics we need to discuss are where is Korea, Business Meeting Etiquette, Business Dress Attire, Giving and Receiving of Business Cards, Giving and Receiving of Business Gifts, Business Dining and Entertainment, and Business women. South Korea is the southern part of the Korean Peninsula divided by the de-militarized zone (DMZ) with North Korea at the upper half of the peninsula bordered with China in Southeast Asia. The Koreans were liberated from the Japanese (35 years of colonial rule) after World War II and the country was split in half at the 38th parallel as the spoils of war, with the south being occupied by the Americans and the north being occupied by the Russians. The DMZ (de-militarized zone) was established after the Korean War. South Korea has had a hard and turbulent history however, as of today; the country is an enormous economic success and has become the third largest economy in Southeast Asia just behind Japan and China. It has also, just elected its first woman president ever (Park, Geun-hye) who takes office this February 2013. President Park is the 60 year old daughter of the former military styled dictator president that took over the country back in 1961 until 1979 (President Park, Chung-hee) he was assassinated in 1979. It’s also important to know as much about the people, language, their customs and culture as humanly possible, but for this paper we will focus on business practices and etiquette. Some of the business topics we need to discuss are, Business Meeting Etiquette, Business Dress Attire, Giving and Receiving of Business Cards, Giving and Receiving of Business Gifts, Business Dining and Entertainment, The Business Meeting Etiquette is as follows; always make your meeting well in advance 2 to 3 weeks prior, and either for mid-morning or mid-afternoon. When meeting for the first time always have your most senior person introduced first and down the line by authority. Koreans are very particular about authority and ranking. When shaking hands always use your left hand holding the right hand out while shaking and with a slight bow of the head is most acceptable. Be punctual at all meetings, it’s a sign of respect. If possible an interpreter is always useful in the language barrier. All pertinent paper work, contracts, manuals, brochures or paper documentation should also be written in Korean. Be direct when you communicate with slight pauses in between different points to be made. Koreans are more interested in making personal relationships, before forming business relationships. Always address the most senior authority in the meeting by his title and then his last name, (as well as the others in descending order of authority). One note to remember Koreans don’t like to be touched unless its family or a close friend be careful of any overt touching. Have patience, Koreans like to make decisions in a group collectively. Don’t expect one person to give you a final answer on anything. The Business Dress Attire should always be clean, (for men) dark suit with plain dress shirt and tie, socks and dress shoes. The tie should be tied, shirt tucked in and shoes polished (the professional look works best). It should go without mentioning, hair combed, shaved and teeth brushed. No flashy jewelry other than a watch and a ring. For women professionals it should be the same basics apply except no real short dresses or tight pants and no excessive cleavage showing off the breast, plus no stripper heels, (again the professional look works best). The same applies to jewelry as men Giving and Receiving of Business Cards, when giving out your card hold with both hands and extend outward with a slight head bow until taken. Whenever possible have the back of the card translated into Korean (either by interpreter or professionally done) and as you hand it off have the Korean language facing up to the taker of the card. When receiving a Koreans business card never writ on it or stuff it in your pocket, this is considered rude. The card is an extension of them and they want you to relish it, so look at it closely and admire it as much as possible. It is best to have a nice card case or portfolio to place the card in once you think it’s safe to do so. The Giving and Receiving of Business Gifts should be a mutual exchange. Koreans see it as a part of the personal relationship there experiencing with you. If you receive a gift you are expected to give a gift of equal value. When giving a gift, use two hands extended out to give it and with a slight head bow. When you receive a gift, use two hands to except it and with a slight head bow. However, do not open the gift without the givers permission because this is considered rude. Only wrap gifts in bright colors. The Business Dining or Entertainment, sometimes when dining at someone’s home or even out at a restaurant the Korean custom is to remove your shoes before entering the building. You always wait until you’re told where to sit for the meal. The most senior person in age is the first person who starts the eating process. Some of the time the meal is usually a quiet time for a family to concentrate on eating. You must eat everything on your plate or it is considered an insult toward the host. Eating with someone is a sign of building a friendship or personal relationship. You are never supposed to pour your own drink but it is perfectly alright to pour someone else’s. Leave a little drink in the bottom of the glass if you are finished drinking and do not want any more to drink. Korean’s see tipping as an insult and you are not required to tip unless otherwise told so. Many times business men like to go out on the town or to the bars for drinks and business talk. The Korean business men are known for being big drinkers and if you get invited out, you must accept or you have insulted your guest in the eyes of the Koreans. Also, the Koreans love Karaoke As strange as many of these different customs may seem to an American, I can actually see that the Korean people have some pretty neat customs. They have been around a lot longer than Americans have and they’re a very proud people of their heritage. When looking at some of these customs it makes one wonder how many different customs there must be that seem a little quirky from all countries. There are multitudes of business practices that should be reviewed by any and all business professionals before leaving their own country for business etiquette and cultural aspects. The only way that business professionals can be a successful organization in another country is to learn as much about the country their going to as is humanly possible.

Impact of Advertisements on Youth

INTRODUCTION Television and Children: Today, TV is acquiring a strangehold on the lives of the children. The impact of television has been accentuated by the rapid nuclearisation of Indian middle class homes. Children who increasingly come home to empty homes in urban India watch a great deal of television much of it unsupervised. Television is threatening the minds of children and weakening the influence of parents on children. Television the entertainer, is more popular than television the informer and the educator.Children develop basic television literacy by simply watching television; no one needs to be taught to â€Å"read† television’s symbolic code. This audion-visual medium predominates in children’s life very early. Television viewing is often part of their everyday social behavior. It is decreasing community participation. Children made use of whoever was nearby; as joint participants and as a source of information or as live audience to childrenâ€⠄¢s comments. It seems that lack of provision of special activities which children do away from home is one significant factor in the amount of television they watch.Families with more money to spend on recreation and those who live in areas where a range of facilities are available and those who can provide alternatives to television watching are at an advantage. Television is changing what children do with their free time and even the nature of interaction within the home and between the members of their family. Playtime is adjusted to watch television so is sleep and study. Television became the central factor around which children and parents schedule their work time. The maximum re-scheduling is in the case of play.Seventy seven percent of the children interviewed by Sevanti Ninan a media researcher, said they organized their play according to television programmes. Eating did not need much re-scheduling. They ate as they watched. Children are sufficiently addicted to take in t heir favorite programmes. Children constitute the major section of the viewing audience. An interested and willing audience is more receptive to learning than a group of audience who have been forced into attendance. Television for children has become a focal point of their lives.Television is considered a remedy for problematic children. Just as ads bestowed a new kind of power upon child consumers. Television seems to distrupt conventional power dynamics between child and adult. Popular media complained that the television image has usurped the authority previously held by parents and teachers. As numerous youngsters indicated that they often watched programmes which their parents disapproved them to watch. In India most of these fears are compounded by the fact that the children watch mostly film based programmes.If there is one unifying force in Indian, it is the mania for watching movies, irrespective of age, class, language, sex, or background for the vast majority of children , Hindi films and film songs are the first choice and with the kind of satellite boom that India is witnessing today, there is no lack of films on television. In the past, anxieties about parental control had to do with the fact that television was heavily promoted in families with children. During the 1950’s Western countries manufactured and retailers discovered children were a lucrative consumer market for the sale of household commodities.Even at this young age, children can exercise choice. As one of the newest household items television was quickly recognized for its potential appeal to young children. The number of television sets tend to be high in families with children more than childless couples did. Audience research showed that parents believed that television could keep their children of the streets and thus from trouble. IMPACT OF TELEVISION ADVERTISING ON CHILDREN (Between the age groups of 7-14) ‘Yehi hai right choice baby, aha!Sang two young rag-picker s as they wade through a heap of rubbish gathering scraps of metal, paper and old bottles to sell. Hips swinging and voices raised the children seemed to be caught in a spirited bubble which for instance was lifting them above the dirt and filth on which they danced. Pepsi; the advertisement on television rules the minds and imagination of thousands of children regardless of their situation. At the first glance television is colorful. It is vital alive and visually spectacular. Television and advertisements go hand in hand they are an ssential part of today’s broadcasting. Children are becoming part of a universal tribe of human beings for whom television is as real and influential as parents or a school. They are absorbing new ideas and impressions about the world mediated by the television long before they are capable of articulating their own thoughts. Television has ushered in an information revolution. It has revolutionized the concept of leisure in India. Children are l ikely to be most vulnerable population to be influenced by the contents of television transmission.Television acts as a source of information, education, entertainment and consumerism and it is through these functions that it is likely to influence the viewer. Research on television and children have concluded that television has positive and negative consequences on children. On the other hand, TV viewing helps in seeking knowledge about different things and it inhibits child’s imaginative capabilities. Revolution in the Indian advertising scene: 1980’s have turned out to be dynamic decade for Indian advertisers and marketers. The introduction of color television during Asiad in Sept. 982, and later the emergence of serials culminating in perennial favourites like Ramayana and Mahabharata along with the realization by advertisers and marketers to capitalize on this electronic medium with its tremendous visual impact when advertising crossed the Rs. 200 crore mark, in 1988-89 from only Rs. 20 crore. Advertisements directly beamed at children either as consumers or as influencers has now become an important market strategy in India today. Kids are highly skilled, however, at getting their parents to purchase what they can’t buy for themselves.In this sense, they represent considerable buying behavior. Children do not react to advertisements in a vacuum. They’re influenced by what Mummy and Daddy say, what he/she knows about the product from television, friends and other sources. The first marketers to exploit television for their child oriented product was Food Specialities Ltd. , for their Maggie noodles, which was launched in 1983, March. According to a study conducted by the Business World Magazine (Feb. 1986) it became the most successful consumer product.Another kid directed product that met with a success was in the 80’s was Rasna softdrink concentrate made by Pioma Industries Ltd. They blantantly exploited the lovable c hild artistes and the powerful medium of television. Who doesn’t remember, â€Å"I Love You Rasna† lisped by child artist Ankita Jhaveri. Their sales increased from Rs. 80 lakhs in 1982 to 25 crores in 1988. Television became the major advertising medium followed by magazines and newspapers. Biscuits and toys are two major child-oriented products that have undergone a sea change during this decade.The toy market in India is now valued at Rs. 70 crores in this organized sector alone with a growth potential of 20-25%. Not surprisingly, television is the medium of choice for most advertisers targeting the child market. Many even quite young children watch adult programming and are consequently exposed to advertisements normally aimed at adults. When it comes to children’s perceptions of television advertising, it is clear that very young children see television in a conceptual vacuum in which they cannot distinguish one from the other and know that an advertisement is trying to sell them something.They are, however, unlikely to have any useful information base, or concept of price and value, by which they can make valid judgments of the television ads. Selectivity in viewing commercials increases with age. Another reason why television is so important, apart from its window to the world position is that it is the child’s most important sources of information is which allows the use of all the effects that appeal to kids. Children have a very low boredom threshold; a penchant for images and bright colors and an ability to absorb more details than adults in a shorter period of time (Travel weekly 9 Sept. 1991).The boredom threshold of a child is frustrating low; (Marketing week 21 Aug. 1992. ) Marketing consumer products to children; Advertising to children is no plain task. They are unpredictable, difficult to research, though highly conscious of things around them. Marketing communication that is straight, simple, honest and filled wit h fun is most likely to win their confidence as customers. There are various strategies in marketing to children. A direct appeal in which the promotion is directly oriented to kids for products like pencils, chocolates, soft drinks, etc. Another approach is directed to the parents through the child.The child is used as hook to buy the product, for all sort of products including consumer durables like Videocon washing machines. Children have thus become the innocent and hidden persuaders. Babies have been employed with winning effect in ads for ages, by Glaxo, Nestle and Johnson and Johnson. The Murphy Radio baby is still on calendars all over India. Children influence parents to buy products of their choice. Children themselves make purchases of goods and services for their personal use and satisfaction. With the nuclearisation of families, children are coming home to empty homes and end up watching longer hours of television.Parents who find less time to spend with their children feel guilty and adopt a softer attitude towards requests from children ranging from cereals to computers. Mothers perceive that television advertisements influences the children and they estimate the effects of commercials by the frequency with which their children attempt to influence the purchase at home. Parents are now vulnerable to their appeal and positive parental response varies depending up on the nature of appeal used by children. According to a study conducted by D.Stone who was the Marketing Manager of the London College of Printing and distributive trades. The study was titled â€Å"Advertising and Children†. When he asked the parents, How often does your child influence you on deciding on your purchases? The findings were; Food 8. 2%, Children’s Clothes 50%, Furniture 30% Holidays 50%, Parents Clothes 20%. And how do Children Perceive their influence on adults purchases. Do your grown-ups listen to your views when they buy. Drinks 75, Shoes 65%, Clothes 6 5. 6%, Sweets 62. 0%. Holidays 35%, Soaps 33%, Parents clothes 30. 8%. Advertisements in the multi-channel environment.The emergence of the multi-channel environment in 1991 seems to have brought with it at least some modest changes in overall ad scene. Children have more diverse range of products to chose from and are being promoted, especially on the networks channels. Moreover, the amount of advertising varies considerably across channel types. Displacement factors need to be taken into account when assessing the impact of advertising on children. The most important dispositional factor influencing the affects of TV ad is age, first class and third class children are more strongly affected by TV ads than children from fifth grade children.The greatest impact of television advertising on child is felt in their language, according to teachers of Delhi school where the study was conducted by Namita Unnikrishnan. They said that children now speak to one another in a â€Å"lingo† dotted with words, ———————home————————————————– Results: Parental guidance behaviors are generally too â€Å"unfocussed† to produce desired outcomes. Parents reports watching with their children and encouraging them to view appropriate programmes failed to alter children conception and talking to them about TV was effective only when educational shows were shown.Discouragement from watching objectionable shows also made children more critical, but parents own viewing habits were not the model of behavior and attitudes that had been anticipated. The children’s age was found to relate to their TV notions and to how parents guided their viewing but not to the relationships established between guidance and perceptions. Family views: The effect of training parents to mediate their Children’s viewing on children’s comprehension of commercials. Matthews, Denise Ph. D University of Florida 1994.Children form primary and secondary classes were pre-tested for three levels of comprehension of TV advt; ability to discriminate between programme and commercial and understanding the deceptive potential of commercial. Child’s pretest ability varied widely among the three levels of commercial comprehension and ability to discriminate commercials from programme was relatively high and increased only slightly in the post test and pretest level of understanding commercial’s deceptive potential was low and remained low on the post test.However, pretest measures of understanding the intent of commercials were mixed with scores of recognition and low scores on free response items. Significant pretest increased for the experimental group in articulating intent of the commercial. It suggests that parents can be motivated successfully to appreciate their children in understand ing the TV content and that they will be most effective when tapping comprehension within the child’s zone of proximal development. The relationship between TV exposure and physical activity among the 6th grade children. Francis, Lorna Lee, Ph.D University of Orgeon, 1983. Results: indicated that while there was statistically significant correlation between TV viewing time and physical activity, the magnitude of the relationship was insufficient to be of practical significance. There was also no significant relationship between TV viewing time and level of physical fitness. Children’s physical activity and their physical fitness were relatively independent of the TV viewing time. The perceived influence of TV on achievement in children and achievement and adolescents in Thailand. Chompaisal, Swangchit, Ph.D Illinois State University 1994. The research was conducted to study the perceived influence of TV viewing on the school achievement of children and adults in Thaila nd. Study based on a sample of 2520 children and adults from 6 regions of Thailand during second semester of 93-94. Results: Reveal that the children and adults spend an average of 21 hours a week in viewing television. Students who spend fewer hours watching television have higher school achievement. Parents who monitor their child’s television viewing contribute to better school achievement.Factorial analysis shows no statistically significant relationship between motivation of television viewing and the general performance at school. Need for Study Today, television is part of child’s growing environment. It has become a window through which they view the world. Advertisement and TV go hand in hand. TV without advertisement looks an unrealistic proposition. It is no exaggeration to say that TV Programmes are made keeping in view the ad support which can help them to sustain them for a longer period of time.It is no wonder that many a beautiful programmes had to be c ancelled due to lack of sponsors. Every child is a bundle of potentiality. An interested and willing audience is more receptive to learning than a group of viewers who have been forced into audience. Children are considered vulnerable and susceptible to TV influence. TV advertisement are the creation of brilliant minds and wonderfully talented people who have but one mission in life to persuade us to buy and buy. TV advertisements are masterpieces. These dressed messages get carried to adults and the children on the same level.TV Advertisements being brief, repetitive and catchy influences the kids. Advertisements can sometimes be unfair to children since they do not have the skill and the experience to process the advertisement messages in the context of reality and needs. Many of the advertisements aimed at children show that muscle and bluster get you what you want. If you want Babul bubble gun, the quickest way is to brandish a gun. Cartoons and computer games have an inordinate amount of violence and children soon get desensitized to the violence.Questions about effects of television advertisements on television have frequently been raised by Television critics. Investigators have examined the effects of TV programmes on children, but little published research exists in this area. Conversely much research has examined effects of television Advertisements, but the focus has been on adults rather than on children. It would be native to use these sources to derive hypothesis for research studies of effects of commercials on children. The content, structure and repetitive presentation of the commercials messages are different from programmes.So the effects on children and adults should be different. Moreover, hypothesis about effects of television advertisements on children simply cannot be derived from research with adults. A fourteen-year old boy was killed in Oct’97 when he tried to emulate the bungee-jumping shown in a popular TV soft drink adverti sement. What is ads doing to children and what is the impact of TV on children’s need to be given a thorough study in this era of consumerism. After all children are the most avid watches of Television programmes. It has become a central point in their lives.For all these reasons, the overall purpose of the present research programme is to explain the effects of television advertisement on children between 7-14 years of age. Objectives of the study: To study the viewership of children’s programme on DD National, DD-II, Sony Entertainment TV and Eenadu TV. To study the awareness, exposure and comprehension and recall of ads. To study the influence of advertisements on kids buying behavour. Scope: Two schools one located in Hyderguda St. Pauls Boys High School and the other is located in Chapel Road, Sujatha Public Girls School.Kids from 5th class to 10th Class where chosen for the study. Methodology The procedure adopted for the collection of the data was a questionnair e consisting of 17 close ended questions and two sub-questions and two open ended questions were asked. Universe The Universe for the study was two schools. The classes chosen from each school were six. The Universe for the study had 600 students. Sample A stratified random sample of the universe has been taken out of these 600 students. 120 students were taken as the sample for the study. That is around 20 percent. The sample consisted of equal number of boys and girls.Ten each from each class were taken. The questionnaire were later analyzed and tabulated accordingly. The ads were monitored for this research on four channels. DD National: Viewership and reach are the highest in India. It airs its programmes in Hindi the national language of India. Children’s Programmes; Great Expectations and Heman. DD-II: Viewership and reach many not the same as DD National. Airs a lot of children’s programmes everyday from 05. 00 pm to 07. 00. These include a variety of cartoon sh ows very popular with children. Children’s Programmes: Boy meet world, Flash Gordon, Blossom, Telesoccer,Rimba’s Island, Our friend the Dolphins, Quack Pack Spiderman, Mickey and Friends, Green Teen Quiz, Dennis the Menance, Jaldi Jaldi Game show, Goof Troops, Chip and Dale, Super Human Syber Squad, Heman and the Masters of the Universe. Sony Entertainment Television: Airs its programmes in Hindi. It is a satellite channel. Airs children’s programmes every day from 05 00 pm to 07 30 pm. The programmes include comedies and cartoon shows. Children’s Programmes: Bewitched, Different Strokes, Silver Spoons, He-man, Real Ghost Busters, who is the boss? Eenadu Television:Regional Channel Airs it programmes in te local language Telugu. The usual stuff films and film songs dominate the channel. Very less children’s programmes are aired. Children’s programmes: Charlie Chaplin, Bhale Denver, Stone Boy, Baboi Dennis. The ads that are aired during these programmes were monitored from 01. 12. 97 to 15. 12. 97. The ads were as follows: Food ads: Drinks-Coco-cola, Pepsi, Health drinks-Complan, Maltova, Top Ramen Smoodles, Maggie Rich Soups, Macaroni Pack Maggie Pickle, Kellogs Wheat Flakes, Kellogs Cornflakes, Milk Bikis, Kellogs Frosties, Eclairs Gems, Wriggley’s Juicy Fruit Bubblegum, Tez Tea.Choclates-Kit-kat, Cadbury’s, Perk, Nestle Milky Bar, Parry’s Maho Lacto king, Cadbury’s 5-star, Uncle Chips, Ruffles Lays, Big Babool, Boomer, Glucogold, Bourbon Biscuits, Dabur Honey, Allens Koffees, Frolicck Ice Cream, Alpenliebe and Annapurna Atta. Babu Foods: Cerelac and Farex. Clothes and Foot Wear: Garden pure silk, Kalanjali, Action Shoes, Books and stationary: Diamond comics, Stic Colur Pens, Zee Ball Pen, Mayapuri Film Magazine, Rotomac Pens, Archies Cards, Saber Free Styles pens, Dreamland Books, Reynolds pens, Jetter pen, Camlin Velvetta Ball pen. Others:Vardhaman Knitting Yarn, Raid (Insecticide), Novin o Gold Batteries, Aron Alpha, Hero Cycles, Sunrise coffee, Royale Paints, Rohan Badam Shrim, Sunny and Maxima Watch. Toys: Funskool, G I Joe. Medicinal: Borosoft, Hansaplast, Hajmola, Megamind 2 Plus Soaps: Dove, Lux, Jai, and Palmolive. Shampoos: Organics, Lux, Sunsilk, Heads and Shoulders. Tooth Pastes: Colgate, Close-up, Pepsodent. Creams: Lakme, Nivea and Charmis. These ads when analysed can be concluded safely that they are dominated by food ads. The number of chocolate ads are higher than any other product ads.These ads employ child artists. Operational Definitions 1. Awareness: The first stage of traditional adoption process. 2. Behaviour:Conduct, manners, general course of life, treatment of others, mode of action, response to stimulus. 3. Consumer:a term used to describe two different kinds of consuming entitles: Personal consumers and organizational consumers who buy products, equipment and services in order to run their organizations. 4. Decision:A choice made from tow or more alternatives. 5. Family:Two or more persons related by blood, marriage, or adoption who reside together. . Marketing:Activities design to enhance the flow of goods, services and ideas from producers to consumers in order to satisfy consumer needs and wants. 7. Product:A product is a set of tangible and intangible attributes, including packaging, color, manufacturer’s prestige, retailer’s prestige and manufacturer’s and retailers services, which the buyer may accept as offering satisfaction of wants and needs.DATA PRESENTATION Total number of respondents-120 Boys-60 Girls-60 Do you watch TelevisionYes/NoPercent Boys60100 Girls60100 Total120100 ————— contd to page no 40 Data Analysis Majority of the respondents 80. 8% had cable connection, boys and girls were equal in this respect. About 41. 6% of the respondent watch about two hours of television daily. Children’s movies dominated the viewing time of the chidren (42 %). Followed closely by film-based programmes. 42% of the respondent liked cartoon shows. 76. 9% of the respondents said they liked ads but interesting thing to note is that though some did say they didn’t like advertisements they still could recall ads. 65. % of the respondents said they liked chocolate advertisements closely followed by 23% of clother’s and footwear ads. They liked to watched advertisements with children in action and equally adventure advertisements. It was closely followed by advertisements with sportsmen and film-stars (girls liked them more than the boys).Most os the respondents felt that advertisements did not influence them to buy the products, but few that it did influence them very much. More number of boys said that they will not pressurize their parents to buy the products where girls were equal in their positive and negative response. 5% of the respondents gave ambiguous response to the question that do they insist on buying the product af ter watching the advertisement 70% said ‘yes’ they do but for the earlier question they said they do not pressurize their parents to buy the product. 65% of the respondent said they received pocket money to spend on themselves. Majority of the respondent’s boys and girls said they saved the money that they got as pocket money. Most of the respondents recalled chocolate advertisements more than any other.All the girls recalled ’Perk’ advertisement more than any other. Important thing was that respondents who said they did not like advertisements too recognized at least three to four advertisements. Suggestions for further study: Subsequent research must fulfill methodological requirements (1) In order to investigate earlier development in watching behavioral reactions to advertisements, sampling must include children younger than those in those in the present research that is from three to seven year old. 2) Sample can be increased from a mere 25 per cent to around 50 percent so that generalizations can be made more freely. (3) Sampling can be done even from rural areas. There is a boom in television viewing in rural areas too. (4) Research is needed to determine why some children and adolescents too develop negative feeling towards advertisements. (5) Research needs to be done into why younger children have high attention span of advertisements than older children that is children above 14 years have a less attention span.