Leadership assignment II Example | Topics and Well Written Essays - 250 words

Leadership II - Assignment Example Steve jobs is also a leader that in which all leadership roles are shared among the employees, without the cooperation of each and everyone of the employees it is very hard for him to succeed. An example of a democratic leader is the current US president Barrack Obama. Along with the countries representatives around the world, Obama is categorized under the democratic leader type. He encourages decision making from all directions to meet the expectations of his citizens with different perspectives and personalities. He is a very motivational and Inspirational leader who relies on his party to help him succeed and meet the expectations that his citizens have. Mark Zuckerberg is a good example of autocratic leader. As the inventor and co founder of facebook, he is an autocratic leader because he makes his own decisions and is able to figure out what is best for the company without the help, guidance and persuasions of others. He is also required to make important decisions quickly as they may greatly affect or influence the success of the company. His employees and users depend on him to make the best choices for the company and

Political Parties and the Electoral Process Essay - 1

Political Parties and the Electoral Process - Essay Example In considering this topic, it is important to understand the differences between the two major parties, to look at the role that campaigns play in keeping a strong hold on the two-party system, and to explore possible reasons why third-part candidates have never had much success in American Presidential elections. Differences in Ideology Just as family members offer differ amongst themselves in regards to important issues, the two major political parties are no different. While there are some issues that the two surprisingly agree on, there are many ideological differences that have formed through the years, resulting in the huge divide that we see today. Some differences regarding social issues are evident. Democrats, for example, by and large are in opposition to the death penalty, while a substantial majority of Republicans are in support (Newport, 2009). Another social issue that is even more decisive is that of abortion. Democrats overwhelmingly are pro-choice, meaning that they support a women’s right to an abortion. Republicans, on the other hand, are in staunch opposition to abortion and believe that it should be made illegal at the national level. Finally, consider the differences in terms of the scope of government. The Democratic party supports a larger government that provides more government services to the country, while Republicans push for a smaller and more streamlined government that focused on business and private development (Pletka, 2013). Third-Party Candidates, The Electoral Process, and Presidential Campaigns When one is looking at political news in America, it becomes obvious rather quickly that many citizens are unhappy with their political choices. While the two parties offer different choices, many argue that they seem out of touch with the average America. As such, it would stand to reason that a third-party would be possible in the country, yet for decades such a party has tried and failed time after time. The current system is simply stacked against them. Since most financial donor in the country give to one of the two major political parties, they control the campaigns, air time, and debate cycles. It is difficult for a third-party candidate to even wage a serious national campaign. This is largely due to an electoral system that divides the presidential election into separate contests in each of the 50 states. As such, third party candidates cannot even get on the ballot everywhere because they do not have the financial and logical resources to gain support in each of the 50 United States (Schultz, 2009). Because of these and other reasons, such candidates have never really managed to find much traction when waging a national campaign. Conclusion While there is certainly a basis for having a third-party in the United States, conditions simply have not allowed it. Some of this can likely be attributed to voter and political apathy, while the crux of the issue is likely related to money. The reality i s that there are enough ideological differences between the two major political parties in America that it keeps them separate and distinct in the eyes of campaign donors, and the public in general. Add to this the fact the electoral college system views the race for President as a state-by-state contest,

New Zealand Gym Business Analysis

New Zealand Gym Business Analysis Answer 1.1) As from the case study we know that Pro Fit is an organisation in the New Zealand which is the fitness gym. Its main business is to give the training to the masses which go there to make their body physically fit and they are doing really good job. The main objective of their success is their service which they are giving to their customers like the regular cleaning of the gym is done. The trainers in the gym are very cooperative with the customers and give full necessary knowledge about each exercise and each move. The Pro fit is expanding their business day by day and the masses which have used the Pro Fit once they will never go for other one because they are providing the new technology of machines by which the peoples can have the result of exercise in their body. Moreover the councils of every areas have also check the safety of all the equipment and they have given the A+ grade to all the branches which makes the faith of the customers. In today new era is having a great competition in fitness industry and so it is very hard to maintain the customer loyalty. Like after some time the peoples change their gym and join new on where they get best deals. In order to make new customers the organisation is providing combo deals and family packages. The members which are already have join this organisation the trainer have built a personal relationship with them and offer benefit which they are getting from their gym that they should not leave or change the gym. The Pro Fit have maintain their status in the market by giving the best customer service by every staff member because if they will fulfil the needs of the present customers then they will give positive feedback to their known once which result that new persons will be attracted towards the gym. Moreover the organisation also have organised a weekly trail for new customers to show them their standard of service that in which way they will fulfil the requirements. Like in todays modern era every organisation know that without the promotion no business can be run so the Pro Fit also do their promotion by giving pamphlets in public area and advertise in newspaper. The organisation has launched the free cards for one person with each person entry and special vouchers for customers to attract them more. The organisation also has use the social media for promotion by organising page with their name and by app also. (insight) (training) Answer 1.2) Needs: the Pro Fit is running their business on good level but they want to generate new more customers because their goals is to be unique from other competitors. So they have decided to expand their goals by upgrading or adding new into old once. They just make the necessary changes to have more and more customers and the changes are done by customers expectations. Demand : The New Zealand is a very good country in which every person is very serious about their body posture so they do a lot of exercises. By this interest of the peoples there are so many companies who are running their business by opening fitness centres from different franchises. By This interest the PRO FIT also give their best to fulfil all the demands of customers by performing several methods. Market: As more and more peoples of different age group want to make their body fit. And the Pro Fit makes different strategies to have more and more customers to grow their company in market. Like they are give discounts on payments and give gift vouchers to the customers. Marketing mix: It is known as business tool because it is used by the marketers in marketing to give their best in the market. And in this four things are there which the marketer focus to sell their products in market are price , product, promotion and place. So the Pro Fit also have used all four of them like they first arrange the price according to the customers need that how much they can pay easily and they keep below to the other fitness centres for making place in market. The equipments in the gym are good up to dated technology which is attracting the people. They also used several ways to promote their business in the market by advertisement in television and newspapers. Moreover they have open their branches in that areas where every common man can go easily in daily busy life to do exercise. Promotion: As every business need the suitable promotion to be on a good level and so the Pro Fit also decided to promote their business by television and newspaper. They give pamphlets also in public areas. By this promotion they tell everyone why they are different and better from the other one . Moreover they give information about their offers and deals. Public relation: It is define as the connection between the person as seller or service man and customers. As in the Pro Fit the trainer talk with the customers with friendly nature which makes a very good bond between them by which the customer will not be bored in the gym and did not want company of any friend if it is not there. Service: The staff in an organisation plays a very important role for success because if the staff will give good service to the customers then only more and more customers will come. So the Pro Fit is also giving the best service by which the customers get attached to the trainer and the other working staff by which they will not change the gym in coming time. ADVERTISE: As every organisation is advertising their organisation by several methods like by social media , television and radio. They give the information about deals and offers. They also show their status by showing the video or pictures of organisation by which the local peoples get know about it. (mind tools) (wiki) Answer 1.3) Range of marketing media advantages disadvantages Radio There are so many peoples who dont like to watch or other social media and they just like to hear radio. For this kind of peoples the advertisement for Pro Fit by radio will be good. By radio the persons who are travelling from one place to another they can also have the information by listening radio in car. The disadvantage of advertisement by radio is that the peoples cannot watch the advertisement and sometimes the peoples do not get the proper information by just listening. Television The todays modern era is spending their some of the hours from daily routine life to watch television. So this mode of advertisement will be effective for doing promotion of Pro Fit and by this the peoples can have a view of gym prom inside. They can also see the functioning of the equipments and can be attracted to join fast. The disadvantage of doing advertisement by this method is that this is too much expensive and it can increase the budget of advertisement. Media print advertisement In this mode the advertisement can be done by giving adds in newspapers by which every person can be ready and the pamphlets in the public areas also can be distributed. The disadvantage of this style will be that some of the people do not read newspaper. The people are not much informed by this mode so they loss their interest. Media print editorial In this the people can be informed by giving information about Pro Fit in magazines by giving pictures of the peoples who are doing their exercises in gym. Moreover the feedbacks from the customers will be also there which will motivate the new customers. The promotion by this method will be little much expensive. And some of the masses do not have habit of reading the all magazines. Brochures The brochures can be send to the people by which the they can read the benefits of Pro Fit and the information for joining and contact can also be get. The brochures can also be send with letters to the common peoples home by this they will read them also. In this method the brochures will work effectively if they are handed to every customer and in doing this a lot of time will be taken. Sometime people are busy in their daily life so they do not have enough time to read. Tele marketing Now a days every organisation is using this method to do promotion and Pro Fit will also be promoted by Tele marketing because by this method the more interactive and personal sale service will be given to the customers and by this the technical issues will also be cleared. The telemarketing can replace a sales team in organisation which could leads to negative feeling among employees. Public relationship The importance of public relationship is that by this the organisation can hold the customers for long time in a single gym. And can have a good bond between staff and customers. In public relationship the message from sender sometimes not be cleared to the other receiver. Answer 1.4 Service Market strategy Target audience Training and dance activities The perfect training will be giving to the every person regarding their health and any other issue. To be different from other organisation the Pro Fit will also organise dance classes also by which exercise will also be continue and the masses not be bored from the gym. Age between 5 to 24 Aerobics Programmes/or seminars With the gym exercise this extra service will also be provided by another specialist coach which will helps in decreasing weight. More and more new customers will also be attracted towards it. Age between 25 to 38 Meditation and yoga classes The Pro Fit have research that how they can make fit to the older age peoples and they have organised a meditation and yoga classes which the older age people can make their body disease free. Age between 39 to 60 (advertisemnt ) Answer 1.5 Service : The Pro Fit staff is well trained in their respective field so they will give good customer service by which more and more new customers will come. The staff will also give proper training to the regarding the exercise so the people can get change in their body in short interval of time. Moreover the staff will be friendly with customers by which they can make bond with them by which they can solve the customer problem without any hesitation. Price : The Pro Fit have first researched the market that how they can give best price to their customers by which they can beat the competition. So they have decided to make 80 $ per person for month which is cheaper then other organisations. Further they have also decided to give family package by which the whole family can have proper gym in less money. Promotional strategies : The Pro Fit have decided to do the promotion by several methods by using the social media and television. Moreover they have decided to organise seminars by which they peoples can be attracted towards their gym. And they given add in newspapers and magazines by which they people who are not using the social media would also be know about their gym. Distribution : For the distribution of the Pro Fit they have plans like they will arrange a team for promotion only and make all efforts to increase their business. Task 2 2.1 Answer: The needs and wants of the consumers is satisfying known as marketing. Consumers have funds to buy the products or service and marketing characteristic are important to fulfil the consumer needs. Brand of organisation Competition Good environment of the business Pro Fit is a organisation in market of fitness centres which gives the training to their customers to make their body physically fit. In the market of New Zealand so many organisations are running their business in the field of fitness centres and due to that the competition is very high. Pro Fit is a organisation which is giving their best to be different from other once and they give so many special offers to attract the customers. The Pro Fit is the fitness centre which is giving a very good service to their customers. The equipments in the gym are very well organised and the areas in the gym are neat and clean. As so many companies are there in the market and the organisation in competition are Jetts , City fitness, Physical Club. (small business) Answer 2.2 Offered services : The jets, city fitness and physical club are the organisation which are running their business but from so many years they just on same level on which they have started their business because they are not giving the good service to their customers. But the Pro Fit is giving better from them by fulfilling the customer needs and guide them in well manner. Prices : The competitive organisation in the market are charging 100$ per month from their customers but the Pro Fit is charging 80 $ per month and giving the best service by which the customers can do exercise in well manner. Promotion for Pro Fit: As every business needs the promotion and it plays a very crucial role in organisations success. The competitor organisations are not doing a lot of efforts in promoting their business but Pro Fit is doing by social media, television and so many other mood of advertisements to get more and more customers. Answer 2.3 Internal : It is the factors or changes which are done inside the organisation and these factors can be for upgrade the organisation standard. External: It may be explained that the things which are happening outside the organisation. social: The masses come to a place and be together have talk or gossiping with each other by this they get in contact with people and can spend their time in gym. So by this the Pro Fit have become a source of socialisation in todays busy era. Culture : The Pro Fit have three branches in different locations of Auckland and as you know New Zealand is a multicultural country so peoples from different community come to the gym and get interacted by each other so in this way they get know about different cultures of the peoples from other countries. Technology: The every customer want the new thing or which are different from other once so in giving something different to the customers the technology play a very crucial role. In Pro Fit also the equipments with new technology attract the customers and by that they can do exercise in well organised way which will help them to have better result in their body. Economic : Its is very important part because the person is to be economically good if they want to run business and if any new technology comes in the market to buy that also the money is needed. Regulatory : As anybody wants to run a business in correct method then it is very important to follow rules and regulation which are provided by NEW Zealand government. And the Pro Fit also have to follow the rules like they have to pass the safety test of the equipments in the gym. Demographic : It is very important to keep this in mind while opening the business selection of the place is very important ,so Pro Fit also have target the most common place like Auckland city where most of the people will go for gym. Competitive : This condition is that when number of companies are running their business in same field then they have competition between them. And to win this competition the organisations are fulfilling the demands of the customers. Pro Fit also give new technology equipments and facilities which will impress the customers. Answer 2.4 Advantages 1 ) The Pro Fit is charging less then other once as in other organisations they are charging more and plus they are charging 70 to 90$ as giving trainer. 2) As the organisation are giving the training for the exercise by the trainers only but the Pro Fit is the only organisation in which a lot of the exercises are done by new technology equipment. Disadvantage As the other competitive organisations have their branches in the whole New Zealand but the Pro Fit have just three branches in Auckland region. The Pro Fit do not give membership cards or VIP cards to their customers. (competition) Answer 2.5) After the research it is cleared that the Pro Fit have to increase their branches in the country and they staff have to improve their customer service by which the new customers will be satisfy with the staff service. The locker rooms and the areas inside the gyms have to be cleaned every day by which the customers can feel good. Moreover the gyms will be going to open for 24 hours by which every person can go when every they get time. Task 3 Answer 3.1) According to the chart for the customers satisfaction we know about the different things which are to be improved for the customers. Like the instructors are use very well method for the exercise by which the percentage goes to a very good level. The customer needs for the equipments in gym is also fulfilled because there are variety of machines. A little bit of customers are not happy with the gym cleanliness and the equipments condition. The gym organisers have to open the gym for 24 hours by which the customers can come in their free time. Moreover the staff have to improve their customer service and they have to be available at every time by which the customers can have their help. Answer 3.2) The objective for having the survey is to have the customers views about their organisation by which they can make suitable changes in their organisation. By survey the organisation can make their future better by fulfilling the needs. The organisation have the survey and find out the problematic areas on which they have to focus on. And they know about the present stage of their company. Answer 3.3) The both the charts explains the needs of the customers that why they want to join the gym and which things they want in gym. Most of the people go gym to maintain their physical fitness of the body and weight loss in good environment and with new technology equipments. A less number of peoples are going to enhance their sports performance. Some of the people just want to build their body to look good. Moreover most of the people look at the fee of the gym and some just want to have personal trainer. Answer3.4) The actual need that we can say it is when we need just thing which is general and the perceived need can be define as thing with something special or extra. Physical fitness and medical reasons can be considered as actual needs while socialization is perceived. Task 4 Answer 4.1) executive summary The main motive of this report is that how the whole marketing plan for Pro Fit will be generated. This report tells how the Pro Fit is running their business and it explains the needs of the customers. By that needs this also tells which things are to be changed to run this business and achieve all the goals. Current marketing : The Pro Fit is a organization which gives training to people to be physically fit. They are having three different locations in Auckland region. The Pro Fit is not just targeting on 16 to 28 age groups, they have planned for 5 to 24 years masses and some type of special exercise and diet plan for 25 to 38 aged peoples. Moreover they have decided to give special yoga and meditation classes for old aged peoples. They are providing the safely using equipments and makes the customers comfortable by music. And increase the socialization. Market strategies : The Pro Fit have decided to make the promotion by various ways like by using the social media and television. They will use the radio to because people listen mostly by traveling. Moreover they will also give pamphlets in public areas. Action program : The action programs may be like that dance classes for child. Further yoga and meditation classes also be provide to older age people. And to do all that new staff would be used which will be professionally trained. They will identify the problems and give suitable suggestions for it. Implementation : The equipment in the gyms will be provided which will works well and they will be updated. The staff is also be well trained which will guide the customers in correct method. Recommendation: It is very important to good customer service to the customers. The fee or price for the gym also be affordable to everyone. They have to open the gym 24 hours. Hire the HR manger which will look after all the business and make the suitable changes which are needed. Conclusion: As by this full report the Pro Fit knows there current position in market so to improve that they have to use suitable marketing strategies and plans by which they can have more and more customers. They also have to make some changes like improve the customer service to be on good place in coming years. advertisemnt . (n.d.). Retrieved from https://www.salesforce.com/au/form/semfy17/crm-marketing-demo-social-studio.jsp?d=70130000000NL28AAGls=PPClssm=Productlss=SFDCPPC.View%20De competition. (n.d.). Retrieved from http://gymsales.net/?gclid=CjwKEAjwltC9BRDRvMfD2N66nlISJACq8591FGGuC1cr4yXzBYtdmKk-OwE82aRUUVKqIH0thuVCqRoC1mjw_wcB insight. (n.d.). Retrieved from insight gym service: https://blog.gyminsight.com/1873-what-is-gym-customer-service/ mind tools. (n.d.). Retrieved from tools: https://www.mindtools.com/pages/article/newSTR_94.htm small business. (n.d.). Retrieved from http://smallbusiness.chron.com/characteristics-market-segments-target-markets-22601.html training. (n.d.). Retrieved from https://f45training.co.nz/become-a-franchisee/?country=NZsource=adwords-searchnetwork=gdevice=ckeyword=%2Bgym%20%2Bbusinessgc wiki. (n.d.). Retrieved from https://en.wikipedia.org/wiki/Advertising

HIV Prevention in Africa :: HIV in Africa

HIV prevention in Africa A continuing rise in the number of HIV infected people is not inevitable. There is growing evidence that prevention efforts can be effective, and this includes initiatives in some of the most heavily affected countries. One new study in Zambia has shown success in prevention efforts. The study reported that urban men and women are less sexually active, that fewer had multiple partners and that condoms were used more consistently. This is in line with findings that HIV prevalence has declined significantly among 15-29 year-old urban women (down to 24.1% in 1999 from 28.3% in 1996). Although these rates are still unacceptably high, this drop has prompted a hope that, if Zambia continues this response, it could become the second African country to reverse a devastating epidemic. This suggests that awareness campaigns and prevention programs are now starting to work. But a major challenge is to sustain and build on such uncertain success. What form should AIDS education take? Peer education A social form of education without classrooms or notebooks, where people are educated outside a 'school' environment but still have the opportunity to ask questions. Most peer education focuses on providing information about HIV transmission, answering questions and handing out condoms to people in a workplace, perhaps in a bar, or where a group of women gather to wash clothes. Most peer educators make contact with their target audience at least weekly and their sessions will usually be in the context of informal discussions with individual people or within a group. Active learning Active learning can sometimes link into peer education, especially when AIDS education is aimed at young people, as one of the best methods of learning something oneself is to teach it to others. Blanket education A general message aimed at the population as a whole. Blanket education usually aims to inform the population about which behaviors are risky and to give them support in changing these behaviors. Targeted education This type of strategy is usually used to speak to social groups who are perceived as being at a high risk of HIV infection. It focuses on risky activities particular to the specific target group. AFRICA ALIVE! January of 2000 kicked off the campaign to literally help keep Africa Alive! in the new millennium. The Mission of the Africa Alive! campaign is to give youth the skills they need to fight against HIV/AIDS. The vision is a new generation of Africans who are HIV/AIDS-free.

Revolution

D. Revolutionary Changes in the Atlantic World, 1750-1850 1. The American Revolution never went through the radical phases that the French Revolution did. Yet, the nineteenth-century French government was more conservative than the nineteenth-century U.S. government. Explain. The American Revolution is not as tough and Radical as the French Revolution because France provided American forces with financial help and armor support during the American Revolution. The Americans are also greatly influenced by some philosophers that made them not to look up to French's form of government as a model even though France provided coalitions and even send off fleet and an army to help them triumphed battles effectively. French government is more conservative than the U.S government during the 19th century because of the absolute monarchy of French government. Americans never went through radical changes since they followed a series   of   board intellectual shifts and social shifts as well that gave them new republican ideals that expands democracy among   American people and created the ethic that formed the core of American political values. 2. What similarities and differences do you see between the nineteenth-century revolutions in Latin America and their French and American predecessors? The similarities between the 19th century revolution in America and their French American predecessors is that they began to inherit political powers and the idea of a democratic government where the consent lies on the government’s consent. Assertion of liberty, individual rights, equality and hostility towards corruption which are considered as American core values greatly influenced their predecessors. This made realizations to them that they could also break away and become self governing nations. E. The Early Industrial Revolution 1. How did events in the eighteenth century lead to industrialization in the nineteenth century?   What was the most important catalyst for industrialization? The industrial Revolution was a result of the outgrown of institutional and social changes in Britain right after the 17th century English Civil War   and   technological innovation The presence of a large domestic market should also be considered an important driver of the Industrial Revolution, particularly explaining why it occurred in Britain. In other nations, such as France, markets were split up by local regions, which often imposed tolls and tariffs on goods traded amongst them. (Deane, Phyllis. The First Industrial Revolution, Cambridge University Press.) 2. Compare and contrast the impact of the Industrial Revolution on men and women.   How was family life affected by industrialization? Industrial Revolution have different impact on men and women for men it paved way for more work ad encourage them to more enhanced way of labor through innovation and technology. Forced labor and child labor is also rampant during the years of Industrial revolution which gave workers longer working hours. Women’s job like factories of clothings and the weaving industry is affected by Industrial revolution because machines takes place of the job which is supposedly for the works of women. The Great Exhibition of 1851 site http://www.victorianstation.com/palace.html   

A Message Without Words Essay

Select one (1) of the picture ads from the Benetton advertisement images document, located in the online course shell. Assume you are the project lead at Benetton. You and your team are tasked with revitalizing a social conscious campaign to address a world issue Benetton wants to draw attention to. Craft a message for this image and its appeal to the public on behalf of Benetton. The message selected for revitalizing a social conscious campaign to address a world issue that Benetton wants to draw attention to is, adoption and racial tolerance. Benetton wants people to realize that many children go without a real home or parents to love them and never get a real chance at childhood. They may have to live in orphanages, group homes or even worst, be placed from home to home in foster homes, because they never get adopted. The message is that love has no color, it is colorblind. It does not matter, what color the parents or the child are or what part of the world they come from, anyone can give the gift of love, by giving a child a home of their own. Define the goal of this campaign and the targeted audience with supporting rationale. The goal of Benetton’s communication and advertising is to target the global consumer and create a brand image and lifestyle. In past campaigns, Benetton has sought to create both a global dialogue about specific issues and make this part of its corporate culture. Benetton has used its advertising to champion social causes. Therefore, the goal of this campaign is to make people aware of the need for adoptions, the ease of adoption, bring attention to the beauty of adoption while combining racial tolerance, to promote colorless adoption. We want to shine the light on the colorblindness of adoption and that race, culture or creed should not matter, it is all about giving love. TARGET AUDIENCE – The target audience will be global consumers, men and women between the ages of 18 and 44, because according to J. Jones, PhD. with the National Center of Health Statistics, â€Å"†¦ about 2 percent of the adult population aged 18-44, or nearly 2 million persons, [have] adopted children (4). More than twice the percentage of men (2.3) had adopted a child compared with women (1.1). These percentages represent approximately 1.3 million men and 613,000 women. Higher percentages of people over age 30, who are currently or formerly married, who have given birth or fathered a child, or who have ever used infertility services have adopted children compared with people who are aged 18-29, never married, without biological children, or who have never used infertility services†. This audience was chosen because it represents the majority of the American adopting population and also follows the demographic of Benetton shoppers. Develop a model for the advertisement strategy you will use and briefly discuss each stage of the model. â€Å"Most adoption companies use an advertisement strategy that employs marketing techniques like advertising in local or national magazines. They may write articles, place personal ads or use advertorials in magazines† (Adoption Marketing, n.d.). â€Å"An advertorial is an advertisement in the form of an editorial† (Merriam-Webster Dictionary, n.d.). This method is used because when used in printed publications, the advertisement is usually written in the form of an objective article and designed to look like a legitimate and independent news story. This method has gotten much attention for adoptions, but can be very costly. Other methods that are generally used for marketing adoption are running ads in newspapers or in the Yellow Pages. Because most adoption agencies are non-profit, a non-profit business cannot spend a whole lot of money on marketing. Even though some of these methods are inexpensive, these traditional methods are not very effective and really cost adoption agencies more money than the results, they receive. The reason for such poor results if the fact that newspaper and telephone book use are in decline. Personal ads though, are still somewhat effective. For these reasons, Benetton has decided to support this cause and use their bold, controversial ad campaign and social media network tools, to draw attention to such a worthy cause. Benetton also likes to stir controversy and believes that through this campaign they can address that adoption should be colorblind. This is the reason for this particular image to be used. It is strong and quite an attention getter. We want to use marketing techniques to reach single, young men and women, as well as, couples. The marketing campaign will need to work well and be effective enough to reach singles and couples, who want a baby and are unable to have one or want to add to their existing families. Because this campaign is for a nonprofit, instead of selling a product, we will be trying to get people to take action. We must translate the concepts of for-profit marketing for financial reward to nonprofit marketing or â€Å"social marketing†. â€Å"Social marketing is defined as using marketing concepts and techniques to achieve specific behavioral goals for social good† (Miller, 2010). This researcher believes that a marketing plan really is a set of questions that once answered reveal the actual integrated marketing communications package. The marketing plan is a made up of topics and then the questions to address each topic. The elements of our marketing plan are as follows: 1. Marketing Goals – in this phase we define what we need to do or want to accomplish. As stated above, through Benetton’s bold ads and their existing social media network, our goal is to bring awareness to adoption and that giving love is colorblind and we will do this by targeting the global shopper. We need to make people aware of the ease of adoption and how adoption makes the world better for all parties involved. We have to examine our existing advertising network, to determine if this message a proper fit for our current methods of advertising. Will this message work in our in the current magazines, billboard network (buildings, Times Square, etc., in transit stations, on trains and buses), in our stores and within our established social media network, already in place; which has been used in our other social cause promotions? Should this campaign be just domestic or global and include our international advertisi ng? 2. Environmental Analysis – the conditions under which we will operate. During this stage, a SWOT analysis will be performed, to determine the strengths, weaknesses, opportunities and threats associated with matching adoption and the Benetton corporate image. Because we are operating within the framework of a retailer promoting their stores and products, as well as, this social cause, we will address each of the following conditions: a) What are the internal and external conditions under which this marketing program must operate? Internally, what is Benetton’s corporate governance policy and how have they handled their promotion of social causes in the past? Because much of Benetton’s social promotion has been so controversial, we will need to investigate this question carefully, because adoption involves children and is not strictly an adult issue. Also, are there any adverse corporate public relations issues of record which could arise, that would relate to the company supporting and endorsing adoption? Since Benetton is a global organization where will this promotion appear, in the United States, only or in international markets? Throughout our global market, what are the legal regulations and cultural differences regarding adoption,? Finally, what resources are available to promote this cause within the organization? Does Benetton already have resources in place to promote adoption or will there be the need for partnerships with others? If partnerships are necessary, which ones should be selected. b) What skills will we need to promote this cause and what ones do we have on staff now? c) What systems do we need in place for this IMC plan to succeed? Do we have the proper exposure and audience in place, to make the social media elements of the promotion successful? 3. Audience and Segmentation – Who must we reach and convince and what are their interests and values. (see Target Audience, p. 3 of this document). 4. Messaging – the specific message that will move the audience to action. The message is simple: Adopt!!! Love Is Colorblind. By showing the hand of a child of one race and the adult hand of another race, we wish to communicate that adopting any child is a great gift of love and race should not matter, racial tolerance. The message’s goal is to show that we can all love and share love with any child and make the world a better place, trough racial tolerance and coexistence. 5. Marketing Tactics – how will we deliver the messages? Because of the demographic of the Benetton shopper and the company’s past advertising for social causes, this researcher believes that that they have in place the distribution channels for this message. The methods selected are photographic ads in their current magazine relationships, open air billboards; and billboards in transit stations, on buses and trains and in their retail outlets. Benetton’s existing social media network channels will also be used as a part of this IMC mix. This will include the company website, an email banner and Twitter. 6. Budget and Staffing – the resources to implement the plan. In this phase, we outline the financial and staffing resources required to implement the plan. Questions that must be answered include: What will be the budget for this promotion? Do we have the skills, time, and talent on staff to produce this promotion? For this IMC program to succeed, do we have adequate knowledge about adoption, in house or do we need the support of partner? 7. Strategy Metrics – how will we measure progress against our goals? In a for-profit IMC program this is an extremely important step, but in promoting a social cause, this step is very different and very difficult to measure. Although we want more people to adopt, this is tangible. Getting people to look at others through colorblind eyes, becoming more loving and caring toward others and to increase racial tolerance, is not. Therefore, promoting this message and stirring up publicity and social consciousness about adoption, race issues and tolerance, are one way to measure the success of this social cause IMC program. Formulate an integrated marketing communications plan that communicates the message to the targeted groups. Within this plan, be sure to address: The technologies used along with expected benefits of each. How the message and goals will be promoted. The process of marketing occurs in five steps: Understanding the market and the company’s marketing strengths and weaknesses, developing a marketing strategy, building a marketing plan, implementing the plan, and monitoring the success of the plan. Now that we have formulated our integrated marketing communications plan, and identified our targeted group, we will address the technologies we intend to implement, as part of this IMC program. The technological methods we will use, will be the company website, an email banner and Twitter. The Internet offers innovative and cost effective methods for adoption marketing. Using the Benetton website, we will be able to focus on reaching more people, telling people what adopting means, to a child and to society as a whole. We will take the mystery out of the adoption process. An excellent method of using the website for social cause internet marketing is having a website blog chronicling true stories of happy events surrounding adoptio n, and the fact that this can be interactive and done in a matter of moments, will give Benetton an opportunity to gather consumer data. A good use of the email banner is pay-per-click advertising, this will lower the overall cost and give interested consumers a way to contact an actual adoption agency. It will give the agencies more traffic to their websites and help increase greater awareness. The use of Twitter to promote this cause, is an excellent choice, because the Benetton customer is young, international and upwardly mobile. Benetton has a reputation for being modern, young and on the edge, so this is a perfect fit. Twitter is mobile and â€Å"gives [the user] the ability to share 140-character thoughts in a split second, [Benetton] can easily share links to PR releases, [adoption success stories, positive race messages] and stories about [their] business†¦Ã¢â‚¬  (Lacey, 2010). Twitter can also be used to branch out into other social causes, keeping an eye on trending topics and using it to tweet, about more than just Benetton business. â€Å"Twitter gives [Benetton] the ability to take a single thought [or cause] and share it with millions of people. And [their] customer evangelists can spread [their] message, as well as their opinions about [the] company’s greatness to as many people as possible† (Lacy, 2010). Since Benetton has such a reputation for their involvement in social causes, this element of the IMC, is a perfect fit for the company and the cause. In fact, all three of these technologies fit perfectly with the Benetton consumer demographic and the company’s corporate image and culture. They will be effective, not only to bring attention to this campaign on adoption, but will work well with future social cause promotions. These internet marketing methods will even include search engine optimization, viral marketing and article marketing as well. Decipher and select at least two (2) types of individuals, groups, companies, etc., that you reach out to gain support for the campaign. Be sure to discuss the expected benefits that accompany each external partner you identified. Benetton wants to enhance its reputation and drive sales; and the nonprofit cause wishes to generate awareness of their mission. In this promotion we are drawing awareness to the Benetton brand, adoption and race tolerance. The first group that we will reach out to partner with and gain support for the campaign; will be adoption agencies and orphanages. Benetton has the brand name and the reputation that will get the public’s attention. They want to use and share this with the cause to promote adoption. This a great combination but, the company lacks the knowledge on adoption regulations, laws and the process. Adoption agencies and orphanages have this expertise. An adoption agency or orphanage must be well-versed in laws and regulations regarding adoption, because this industry is so strongly regulated. Each country and even within a country, each state may have a different set of rules, regulation and laws to follow. Adoption agencies and orphanages are also heavily licensed. Because of the stringent regulating and the involvement of children it is necessary to have a partner with this knowledge, to be successful in promoting this cause. For this reason, these organizations are obvious choices to be major partners in this ad campaign. To support the â€Å"colorblindness†/racial tolerance piece of this campaign, Benetton will partner with The Southern Poverty Law Center. This partner was selected because this organization â€Å"is a nonprofit civil rights organization dedicated to fighting hate and bigotry, and to seeking justice for the most vulnerable members of society†(Who We Are, 2012). The Southern Poverty Law Center was founded by civil rights lawyers Morris Dees and Joseph Levin Jr. and is internationally known for tracking and exposing the activities of hate groups. This partnership was selected because of the organization’s international reputation and their dedication to fighting race bigotry. Also, their attention to seeking justice for the most vulnerable members of society, one of which is children. They were also selected because they have a specific program aimed toward children of the world, which distributes, free of charge, documentary films, books, lesson plans and other mat erials that promote racial tolerance and respect. Once this IMC plan is implemented with these partners, Benetton will not only have a successful campaign on adoption and racial tolerance but, this IMC foundation can be used for future social cause promotions. References Adoption Marketing | Advertising Strategies for Agencies & Childrens Homes. (n.d.). Search Engine Positioning | Advertising, Marketing & Optimization. Retrieved December 9, 2012, from http://www.customermagnetism.com/adoption-marketing/ Advertorial – Definition and More from the Free Merriam-Webster Dictionary. (n.d.). Dictionary and Thesaurus – Merriam-Webster Online. Retrieved December 10, 2012, from http://www.merriam-webster.com/dictionary/advertorial Jones J. (2009). Who adopts? Characteristics of women and men who have adopted children. NCHS data brief, no 12. Hyattsville, MD: National Center for Health Statistics. Lacy, K. (2011). Twitter marketing. (2nd ed.). Hoboken, NJ: Wiley Pub.. Miller, K. (2010). The nonprofit marketing guide: high-impact, low-cost ways to build support for your good cause. San Francisco, CA: Jossey-Bass. Who We Are | Southern Poverty Law Center. (n.d.). Southern Poverty Law Center. Retrieved December 17, 2012, from http://www.splcenter.or g/who-we-are

Mount Kilamanjaro essays

Mount Kilamanjaro essays Mount Kilimanjaro is the highest mountain of Africa, NE Tanzania, but it wasnt always a mountain it was a volcano but now it is extinct. Mt. Kilimanjaro has two snowcapped peaks, Uhuru (Kibo) (19,340 ft/5,895 m, Africa's highest point) and Mawenzi (17,564 ft/5,354 m), these two peaks are connected by a broad saddle which has an altitude of 15,000 ft/4,600 m. Kilimanjaro has a number of different vegetation zones on its steep slopes. Coffee and plantains are grown on the lower slopes of Kilimanjaro. The mountain was successfully scaled for the first time in 1889 by German geographer Hans Meyer and Austrian mountain climber Ludwig Purtscheller. This volcano/mountain highest and youngest cone is named Kibo. Shira to the west and Mawenzi in the east are older cones that make up Kilimanjaro. Kibo has not been active in modern times, but steam and sulfur are still emitted. At the top of Kibo's summit is a 1 1/2 mile wide crater. Shira is topped by a broad plateau, perhaps a filled caldera, and erosion has cut deeply into a remnant rim, but Mawenzi's summit is a steep rocky peak surrounded by cliffs 1,600 ft. to 4,900 ft. high. The original crater was removed by erosion, and a horseshoe resembling ridge opens to the northeast. In conclusion, the mountain/dormant volcano is Africa's largest volcano and among the largest on the Earth is indeed a beautiful and fascinating volcano of the world. ...

Financial Research of the Google Inc Essay

Financial Research of the Google Inc Essay Financial Research of the Google Inc. Essay Financial Research of the Google Inc. Essay Investment in corporate business remains an important and attractive issue that may be influenced by huge investment potential. Publicly traded companies demonstrated various dynamics of stock growth during the long and short term. However, each company has its individual pace of growth, because it has different possibilities to enter the foreign market, occupy large niches, ensure high long-term profitability, satisfy shareholders, etc. Consequently, the choice should rely on proper finance research of the demanded, relatively stable company with strong strategic and resource potential. For example, Google Incorporated (Google Inc.) provided the growth of the share price and appears to be excellent choice for investment. Rationale for Selection Google Inc. has been chosen because this company represents a profitable toolset for capital growth. It is evident that investment in Google promises high returns with minimal risk. Such a possibility has existed since 2004, when the companys shares were sold on stock exchanges. Google Inc. provides two types of shares: Class A is dedicated to general circulation and Class B (preferred stock) available for the employees only. The development of communication means and the Internet allows buying the shares even on foreign stock exchanges. There are long-term and short-term options for investment in the shares of Google Inc. The short-term option involves the purchase of the shares not to receive dividends, but to resale them as soon as possible after the shift of exchange. Investing through a broker by such a scheme will not work, as the interest for the service will cut almost all the profits. The main disadvantage of this option is the amount of investment accessible for investors with regard to fluctuations of a price. Direct access to stock exchanges requires significant capital, which narrows the circle of shareholders to the largest and most reliable business partners. This may be the advantage of investment in Google Inc., as large investments are usually carried out by the investors with vision and long-term priorities. It can form a stable supply for the corporation and thereby protect other inves tors from business losses. In addition, the choice of Google Inc. as a potential object of investment was made due to the benefit of long-term investment. It involves making a profit from the payment of dividends on shares or selling them years or even decades after the purchase. The expectations of an investor to receive an increase in share value in several years can be justified. Given the dynamics of the development of Google, this growth may be continued. The company provides an advantage of a long-term approach where high initial capital is not needed and brokerage services are available for such investments, which simplifies the processes of buying and selling. Natural and objective disadvantages of investment in Google Inc. are a certain level of uncertainty and lack of long-term guaranteed income. However, such shortcomings are common in the entire area of investment, regardless of the historical success of a corporation. However, taking into account the dynamics of the growth of Google, the riskiness of losses seems improbable. Google Inc. is a target for profitable investment. There are some factors that may affect the positive decision to invest in Google Inc. Investors can significantly reduce the risk of their investments due to diversification. By investing in an investment fund or stock, they can spread their investments among various financial instruments. While some investments fall in value, others are likely to rise, which evenly distributes the risk among investment in Google Inc. and other attractive businesses. High liquidity of the companys shares allows converting investments into cash quickly and without losses. Selling the shares can be just as easy as dealing with the shares of another company, but the corporation adequately satisfies the interests of its shareholders. The availability of the corporation’s shares permits investing from the most accessible sources. This provides investors with certain freedom of action. Moreover, investing in the corporate capital does not require additional studies of the companys activities as it demonstrates its activity quite openly and transparently. This is displayed in regular mapping of outcomes of financial and investment activities. It is enough for the investor to follow the results of investment efficiency. Professional management of the corporation belongs to the advantage of Google Inc., which attracts a large number of investors. Investment funds are managed by a team of professionals. They have more experience, knowledge, and information than an average investor. Herein, it is very important for making a decision to buy or sell. However, it should be remembered that not all investment in the company regularly show satisfactory results. However, the decline in investment activity can be attributed to the behavior of business in the market. Investor Profile and Strategy In order to start investing, it is necessary to have something to invest. Creation of the necessary initial capital precedes the establishment of an appropriate person and profile of an investor. Investments in a corporation are accompanied by high business activity and a large number of corporate bonds. Its work concerns the attraction of large-scale business and international operations. Therefore, investors should possess professional knowledge in the area of investment. These professionals are divided into speculators and managers. Speculating investors receive income from the difference between the purchase and sale in the short term. Their main task is to buy cheaper stocks and sell them at the highest price. Such investors are characterized by a large number of transactions within a short period. The main characteristic of such investors is risk exploitation of their money. The managing investor of Google takes the finances of other people under control. As a rule, it is a legal entity or an individual entrepreneur providing their services free of charge. Their task is to multiply the investment funds. This person is well versed in the laws of the market, has a specific strategy, the necessary knowledge, and experience. A manager may also perform a large number of sales transactions of stock during a day, but their main difference from the speculator is that they risk other peoples money. There are certain laws regulating the activities of such persons or organizations. Therefore, it is expedient for the investor without sufficient funds for independent investment to give their funds to the specialist. There is an opportunity to attract investment by non-professionals. These are investors for whom investment is not a professional occupation. In this case, they should make maximum efforts and try to track the profitability of the position as an investor. An independent investor without professional knowledge and skills is the type of an investor who prefers to manage their savings at their own discretion. They make their own decisions about the objects of their investment and identification of a worth toolset. Moreover, they fully assume all risks associated with this activity. Their difference from professional investors is that investment is non-professional and additional activity. Their position is weaker when compared with professional and experienced investors. They carry out a small number of transactions and prefer to make long-term investments with a periodic review of their investment portfolio. Characteristics of the most suitable investor involve a different level of investment activity and its management. Long-term investment is best suited for passive investors who hold the strategy of retention of the acquired equity. It would be a good strategy, but in times of crisis, it is possible to lose more than half of the capital. Search of short gains may attract active investors who manage a portfolio and perform purchasing and selling operations on the shares of Google Inc. This is an active investing strategy. It can follow the portfolio of a passive management strategy. For example, active investors may buy the shares of Google Inc. and make short sales. However, this strategy should be accompanied by a major focus on stock selection. This type of investors is characterized by a relaxed attitude to a temporary fall in the market, of course, except for a crisis condition, as well as the ability to wait for favorable moments for a long time. Active investors may abandon a perpetual (long) investment and balance investments each year. The time horizon of investment of Googles investors includes long-term investors with investment horizon of more than 10 years, with medium-term investment horizon of 3 to 5 years, and short-term investments with a maturity from 1 to 3 years. However, higher possibility of a successful return on investment is inherent to long-term investors, as the company of the most demanded segment of the market successfully implements strategic plans and large enterprise operations. Regarding the degree of risk tolerance, the most suitable investors for Google are moderate investors. They do not engage in frequent speculations and are not afraid to change the structure and volume of investments in the event of market fluctuations. Such investors adhere to the following problems of the investment strategy: Preserve capital during following years; Gradually increase the capital; Earn high profits (Holburn Zelner, 2010). Strategy is the main reference point behavior for investor in different situations. However, if an investor prioritizes high earning before capital preservation, it is the way for defeat. Therefore, the investment strategy should vary, depending on the overall success of Google Inc. Thus, the simplest and most effective strategies that can be applied with respect to Google Inc. as separate alternatives and components of the overall strategy are the following: A strategy of dividends The essence of this technique is very simple. The investor buys the stock at or before closure of the register of shareholders in order to gain profit from the issuing company in the future (Lin Pavlova, 2006). A long-term investment strategy Many investors try to use the shares of Google Inc. in the long run, buying them for a period not less than one year. This strategy is simple, but it is very attractive due to its potential returns. In addition, this approach allows investors at least to partly diversify their risks. The main difficulty is the selection of the period of stable growth of the corporation, as it will bring profit to its owners. If there are doubts about profitability, they may form a portfolio, taking into account the yield of the stock market index. The resulting profit will be proportional to the growth of this indicator. A strategy for medium-term investment The shares are purchased for a few months. The base of the profit is the fluctuations in the value of the securities. An investor can buy the stock cheaper and sell it when the price is at its peak (Pike Neale, 2006). However, the determination of the date of purchase or sale requires a fundamental and technical analysis of the situation, forecast of the market movement, and a rapid response to its changes. Financial Ratios and Health of Google Inc. Financial ratios of Google Inc. are relative measures of financial performance of the corporation that express the relationship between appropriate dynamic parameters and form the basis of financial management and the practice of evaluation of the financial health and indicators of Google Inc. In order to assess current financial condition of Google Inc., a set of coefficients comparing the dynamics of these indicators is used. The factors beyond the standard values or a negative trend characterize particular weak points of the company. The investors interested in short-term efficiency of Google Inc. prefer a low level of current ratio as it eliminates their common risks and improves the business utilization of corporate resources. Current ratio was 4.75 in September, 2013, while next year demonstrated its decline to 4.47 in September, 2014. In 2015, its indicator was 4.77 (YCharts, 2015). Therefore, this ratio increased during the last three years by 0.2. That means that the corporation did not sufficiently use its current assets to cover its short-term liabilities and obligations. Exclusion of inventories from the assets of Google Inc. allows determining the liquidity of the corporation and its ability to quickly cut the debts with marketable securities and cash. This indicator was 4.58 in December, 2013. Later, it increased to 4.80 in December, 2014. Liquidity capacity decreased to 4.77 in September, 2015 (GOOGL Quick Ratio, 2015). Therefore, this ability of Google Inc. to quickly turn particular assets into cash to pay obligations in the short run was slightly decreased. Earnings per share determine the volume of earnings per outstanding share of Google Inc. The corporation identifies this indicator for shares of class A, B, and C. Obtain earnings per basic class A and B were $ 19.13 in 2013, which increased to $ 20.9 in 2014 (Investor Relations, 2015). The third quarter of 2015 identified $ 5.80 per share that was more by $ 0.64 than in the first quarter of the same year. In contrast to basic earning, its diluted alternative simultaneously increased. In 2013, EPS was $ 18.7 that increased to $ 20.5 in 2014. Later, the third quarter of 2015 demonstrated its annual growth to $ 5.7 per share. Similar trends characterize dynamics of basic earnings per class C share that was $ 19.1 in 2013 and increased to $ 20.9 in 2014 (Investor Relations, 2015). This earning increased to $ 5.8 at the turn of 2015. Diluted earning per this type of share was $ 18.7 in 2013 and increased to $ 20.5 in 2014. Despite certain growth of EPS in the second quarter of 2015 to $ 6.4, this indicator was still higher by $ 0.63 at the turn of 2015 than at the beginning of the year. The third quarter of 2015 determined its growth to $ 5.7 per share. The valuation of a share is executed through the ratio of the price of a share and earning per share. This ratio decreased from 29.4 in 2013 to 24.99 in 2014 (GOOGL P/E Ratio, 2015). Nevertheless, Google Inc. increased this ratio to 33.7 in December, 2015. These changes mean that it will take fewer years. to earn the price back for the company’s stock. In this case, short- and median investors are not in advance comparing to long-term investors, who are more interested in higher P/E stock. Total revenues of Google Inc. increased from $ 55 billion in 2013 to $ 66 billion in 2014, while the third quarter of 2015 confirmed the annual growth to more than $ 18 billion in 2015 (Investor Relations, 2015). These changes were conditioned by the structural growth of revenues from the basic activities of Google Inc., such as its own and network members’ websites and other sources. Thus, the most rapid and positive growth concerned the revenues of its own websites. The annual growth rate was a slight increase by 1 percent. The revenues generated in the area of the websites of network members declined by 5 percent from 2013 to the third quarter of 2015. Other revenues increased by 2 percent from 2013 to 2015. The ratio of cash with regard to debt showed that the company could easily pay off its debt with the exceeding amount of cash that increased from 11.2 in 2013 to 12.3 in 2014 (Guru Focus, 2015). Later, the ratio sharply increased to 13.9 in September, 2015. Therefore, t he company had significant liquid resources to cut its debt. The level of profitability of Google Inc. attested gradual increase of total net income from $ 12.7 billion in 2013 to $ 14.1 billion in 2014. Net income slightly increased to $ 3.9 billion at the turn of 2015. Therefore, the activity of Google Inc. has been profitable in these last years due to advantageous business directions and wide expansion throughout the world. The financial condition of the corporation is defined by its ability to finance its activities. It is characterized by the provision of financial resources necessary for normal functioning of the company, their proper placement, and efficiency of use, financial relations with other legal entities and individuals, solvency, and financial stability. Financial state of Google Inc. is sustainable. The companys ability to make payments timely to finance its activities demonstrates its good financial condition. It depended on the results of its industrial, commercial, and financial activities. Production and financial plans are successfully carried out, which has a positive effect on the financial position of the corporation, increase of profits, and solvency. In turn, a strong financial position has a positive effect on the execution of corporate valuation, forecasting activities, decisions on capital structure etc. Risk Level of Google Inc. Investment risk is a possibility or likelihood of full or partial failure to reach the results of the investment expected by investors. The activities of Google Inc. make investors face the following risks: specific (commercial) and regional risks. Specific (commercial) risks are associated with the uncertainty of obtaining the expected commercial result from the implementation of a specific project. They relate to specific characteristics of the project itself or specific characteristics of the market conditions. Specific investment risks occur at the level of entrepreneurial activity of specific enterprises in the corporative composition of Google Inc. Strategies and approaches to minimize these risks are the responsibility of the project developers and insurance companies that perform particular operations, depending on an investment project as well as the investment policy of Google Inc. The means of economic policy (fiscal, price, customs control, tariff) may indirectly influence risk reduction. In addition, another risk is associated with limited investment opportunities in some regions, where the company is represented. To reduce this risk, Google may apply a strategy of selective incentives to increase investment activity and attract additional resources in appropriate regions. The total risk level of the company is affected by the capacity to unite all possible directions of the business and investment policy of the corporation. Investment risk may be maintained at low level through a proper policy of harmonious development of the business and rational utilization of its assets. Recommendations for Investment Opportunity In order to increase the appeal and interest of investors to Google, the corporation should improve the corporate strategies of those business units and the acquisitioned companies within its entrepreneurial structure. (Mackey, Mackey, Barney, 2007). Herein, the company can be easily associated with a completed investment object. Any prospect of crisis that may hurt the multinational global company requires strengthening of competitive advantages, ongoing liquidity, and accessibility of the capital for investment even in complicated economic conditions (Campello, Giambona, Graham, Harvey, 2011). Google Inc. would facilitate its business sustainability and enhance its own investment attractiveness in crisis. To sum up, Google Incorporated employs all possible measures to remain a successful target for investment. It was chosen for this financial analysis due to a range of factors determining its priority for an investor. The financial analysis revealed its stable financial health and efficient financial ratios. Successful performance faces challenges of financial and regional risks that should be reduced through a set of improvements and advancements related to the business practice of Google Inc.

Change Detection Techniques of Remote Sensing Imageries

Change Detection Techniques of Remote Sensing Imageries 1.1 Introduction Over the past years, academics have suggested enormous numbers of change detection techniques of remote sensing imageries and classified them from a different point of views [ 28 ]. These techniques depend on the assumption of spatial independence among pixels. This assumption is valid only for low, medium and high-resolution images but insufficient for VHR images [ 1 ]. This chapter presents the concept, implementation, and assessment of seven change detection techniques using low, medium and high-resolution ORSI. The rest of this chapter is organized into eight sections. Section 3.2 presents a brief description of the study areas. Section 3.3 describes the dataset characteristics of the study areas (Sharm El-Sheikh city and Mahalla al-kubra city – Egypt). Section 3.4 presents the pre-processing performed on the image dataset before change detection process. Section 3.5 provides the accuracy assessment measures used for evaluation of the change detectio n process. Section 3.6 illustrates the concepts of the selected seven change detection techniques . These techniques are post-classification, direct multi-date classification (DMDC), image differencing (ID), image rationing (IR), image symmetric relative difference (ISRD), change vector analysis (CVA), and principal component differencing (PCD). Section 3.7 presents the experimental work. It explains the Implementation and accuracy assessment of applying the selected change detection techniques on an image dataset of Sharm El-Sheikh city- Egypt. Section 3.8 presents the application of â€Å"post-classification† change detection technique on an image dataset of El-Mahalla El-kubra City-Egypt to detect the urban expansion over the agricultural area through the period from 2010 to 2015. Finally, section 3.9 gives the chapter summary. 1.2 The study areas In this chapter, two study areas are selected for the application of the selected change detection techniques. The first area is a part of Sharm el-Sheikh city. It is located on the southern landfill of the Sinai Peninsula, in the South Sinai Governorate, Egypt, on the coastal bar along the Red Sea as shown in figure (3.1). Its population is approximately 73,000 as of 2015 [ 62 ]. Sharm El Sheikh is the administrative hub of Egypt’s South Sinai Governorate, which includes the smaller coastal towns of Dahab and Nuweiba as well as the mountainous interior, St. Catherine and Mount Sinai. Today the city is a holiday resort and significant center for tourism in Egypt. The selected area is about 12.5 Km 2 . The second study area is a village belongs to El Mahalla El Kubra city. El Mahalla El Kubra is a large industrial and agricultural city in Egypt, located in the middle of the Nile Delta on the western bank of the Damietta Branch tributary, as shown in figure (3.2). The city is known for its textile industry. It is the largest city of the Gharbia Governorate and the second largest in the Nile Delta [ 63 ]. The selected area is about 38 Km 2 . 1.3 Images datasets of the study areas In this chapter, two datasets are used. The first dataset consists of two images of Sham el-Sheikh city acquired by Landsat 7 at 2000 and 2010 respectively as shown in figure (3.3). Area of the image lies between Lat. 28 0 37.0091 N, Lon. 34 17 56.3381 E and Lat.   27 57 20.8804 N, Lon. 34 24 43.6080 E. Table (3.1) summarizes the characteristic of these images. Table (3.1 )   Characteristic of Sham el-Sheikh dataset No Spatial resolution Radiometric resolution Number of bands Acquisition date Size [pixels] Area [km 2 ] Width Height 1 30 m 8 bits 3 2000 382 364 12.5143 2 30 m 8 bits 3 2010 382 364 12.5143 (a) (b) Fig (3.3 ) Dataset of Sharm el-Sheikh city- Egypt acquired by Landsat 7 at (a) image acquired at 2000 and the (b) image acquired at 2010. Figure (3.4) illustrates the second dataset of a village belongs to EL Mahalla al-Kubra city in Egypt. It consists of two images acquired in 2010 and 2015. It is taken by El-Shayal Smart web online Software that could acquire Satellite images from Google Earth. The image area lies between Lat. 30 57 46.9032 N, Lon. 31 14 35.4776E and Lat. 30 54 47.00 N, Lon. 31 18 19.98. Table (3.2) summarizes the characteristic of this dataset. (a) (b) Fig ( 3.4 ) Dataset of EL mahalla al-kubra city- Egypt ( Google Earth) (a) image acquired at 2010 and (b) image acquired at 2015. Table (3.2 )   Characteristic of EL mahalla al-kubra dataset No Spatial resolution Radiometric resolution Number of bands Acquisition date Size [pixels] Area [km 2 ] Width Height 1 6 m 8 bits 3 2010 1056 1007 38.2821 2 6 m 8 bits 3 2015 1056 1007 38.2821 1.4 Image Pre-processing for Change Detection Before change detection process, it is usually necessary to carry out the radiometric correction and image registration for the dataset used [ 64 ].   In sections 3.4.1and 3.4.2, the concept of radiometric and image registration are described. The execution of preprocessing on the dataset used is given in section 3.7.2. 1.4.1 Radiometric correction Radiometric conditions are influenced by many factors such as different imaging seasons or dates, different solar altitudes, different view angles, different meteorologic conditions and different cover areas of cloud, rain or snow etc. It may affect the accuracy of most change detection techniques. Radiometric correction is performed to remove or reduce the inconsistency between the values surveyed by sensors and the spe ctral reflectivity and spectral radiation brightness of the objects, which encompasses absolute radiometric correction and relative radiometric correction [ 26 ]. Absolute radiometric correction It mainly rectifies the radiation distortion that is irrelevant to the radiation features of the object surface and is caused by the state of sensors, solar illumination, and dispersion and absorption of atmospheric etc. The typical methods mainly consist of adjusting the radiation value to the standard value with the transmission code of atmospheric radiation, adjusting the radiation value to the standard value with spectral curves in the lab, adjusting the radiation value to the standard value with dark object and transmission code of radiation, rectifying the scene by removing the dark objects and so on. Due to the fact that it is expensive and impractical to survey the atmospheric parameter and ground objects of the current data, and almost impossible to survey that of the histor ical data, it is difficult to implement absolute radiometric correction in most situations in reality. Relative radiometric correction In a relative radiometric correction, an image is regarded as a reference image. Then adjust the radiation features of another image to make it match with the former one. Main methods consist of correction by histogram regularization and correction with fixed object. This kind of correction can remove or reduce the effects of atmosphere, sensor, and other noises. In addition, it has a simple algorithm. So it has been widely used. The radiation algorithms that are most frequently used at present in the preprocessing of change detection mainly consists of image regression method, pseudo-invariant features,   dark set and bright set normalization, no-change set radiometric normalization, histogram matching, second simulation of the satellite signal in the solar spectrum and so on. It should be pointed that radiometric correction isn’t n ecessary for all change detection methods. Although some scholars hold that radiometric corrections are necessary for multi-sensor land cover change analysis Leonardo studies at 2006 have shown that if the obtained spectral signal comes from the images to be classified, it is unnecessary to conduct atmospheric correction before the change detection of post-classification comparison. For those change detection algorithms based on feature, object comparison, radiometric correction is often unnecessary [ 64 ]. 1.4.2 Image registration Precise registration to the multi-temporal imageries is essential for numerous change detection techniques. The importance of precise spatial registration of multi-temporal imagery is understandable because generally spurious results of change detection will be formed if there is misregistration. If great registration accuracy isn’t available, a great deal of false change area in the scene will be caused by image displacement. It is commonly approved that the geometrical registration accuracy of the sub-pixel level is recognized. It can be seen that the geometrical registration accuracy of the sub-pixel level is necessary to change detection. However, it is doubtful whether this result is suitable for all registration data sources and all detected objects and if suitable how much it is. Another problem is whether this result has no influence on all change detection techniques and applications and if there is any influence how much it is. These Problems are worth to be studied further. On the other hand, it is difficult to implement high accuracy registration between multi-temporal especially multi-sensor remote sensing images due to many factors, such as imaging models, imaging angles and conditions, curvature and rotation of the earth and so on. Especially in the mountainous region and urban area, general image registration methods are ineffective and orthorectification is needed. Although geometrical registration of h igh accuracy is necessary to techniques used for low, medium and high resolution (like image differencing techniques and post-classification), it is unnecessary for all change detection t. For the feature-based change detection methods like object-based change detection method, the so-called buffer detection procedure can be employed to associate the extracted objects or features and in this manner, the harsh prerequisite of perfect registration can be escaped [ 65 ]. However, these methods neglect the key problem of the distinction between radiometric and semantic changes. So, it does not address the problem of change detection from a general perspective. It just focuses on specific applications relevant to the end user [ 1 ]. 1.5 Accuracy Assessment used for Change Detection Process evaluation The accuracy of change detection depends on many factors, including precise geometric registration and calibration or normalization, availability and quality of ground reference data, t he complexity of landscape and environment, methods or algorithms used, the analyst’s skills and experience, and time and cost restrictions.   Authors in [ 66 ] summarized the main errors in change detection including errors in data (e.g. image resolution, accuracy of location and image quality), errors caused by pre-processing (the accuracy of geometric correction and radiometric correction), errors caused by change detection methods and processes (e.g. classification and data extraction error), errors in field survey (e.g. accuracy of ground reference) and errors caused by post-processing. Accuracy assessment techniques in change detection originate from those of remote sensing images classification. It is natural to extend the accuracy assessment techniques for processing single time image to that of bi-temporal or multi-temporal images. Among various assessment techniques, the most efficient and widely-used is the error matrix [ 26 ]. It describes the comparison or cr oss-tabulation of the classified land cover to the actual land cover revealed by the sample sites results in an error matrix as demonstrated in the table (3.3). It can be called a confusion matrix, contingency table [ 67 ], evaluation matrix [ 68 ] or misclassification matrix [ 69 ]. Different measures and statistics can be derived from the values in an error matrix. These measures are used to evaluate the change detection process. These measures are overall accuracy, procedures accuracy and user accuracy [ 70 ]. Overall accuracy of the change map It presents the ratio of the total number of correctly classified pixels to the total number of pixels in the matrix. This figure is normally expressed as a percentage. It can be expressed as follows: The overall accuracy =   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (3.1) User’s accuracy (column accuracy) It is a measure of the reliability of change map generated fro m a CD process. It is a statistic that can tell the user of the map what percentage of a class corresponds to the ground-truthed class. It is calculated by dividing the number of correct pixels for a class by the total pixels assigned to that class. The user accuracy =   Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (3.2) Producer’s accuracy (raw accuracy) It is a measure of the accuracy of a particular classification scheme. It shows what percentage of a particular ground class was correctly classified. It is calculated by dividing the number of correct pixels for a class by the actual number of ground truth pixels for that class. The procedure accuracy =   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (3.3) Table ( 3 . 3 ) Change error matrix or confusion matrix. Classified land cover Actual land cover Class1 = change Class2 = no change Class1 = change Correct False Class2 = no change False Correct 1.6 Concepts of the selected change detection techniques Seven LULC change detection techniques are selected to be implemented on our dataset. These techniques are post-classification, direct multi-date classification ( DMDC ), image differencing (ID), image rationing (IR), image symmetric relative difference (ISRD), change vector analysis (CVA), and principal component differencing (PCD). Image differencing Itis based on the subtraction of two spatially registered imageries, pixel by pixel, as follows: ID =X i (t 2 ) – X i (t 1 )  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (3.4) Where: X represents the multispectral images with I (number of bands) acquired at two different times t 1 and t 2 . The pixel s of changed area are predictable to be scattered in the two ends of the histogram of the resulting image (change map), and the no changed area is grouped around zero as shown in figure (3.5). This simple manner easily infers the resulting image; conversely, it is vital to properly describe the thresholds to perceive the change from non-change regions [ 71 ] . Image Rationing It is similar to image differencing method. The only difference between them is the replacement of the differencing images by rationed images [ 71 ].

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