Health care marketing Essay Example | Topics and Well Written Essays - 1250 words

Health care marketing - Essay Example It should finally carry out promotion incentives to avail their customers with the necessary information concerning their goods (Hoffmann, 2008). Therefore, the four P’s of marketing can  be said to consist of promotions, prices, products and place. These variables are vital for businesses that may wish to define their marketing strategies and pursue their desired sales levels (Hoffmann, 2008). The Evanston hospital indulges in the provision of services and plans within the health care department. Their range of products has changed in the past thirty to forty years from the provision of simple medical procedures and orthotic devices meant to correct physical disabilities (Peterson, 2008). However, the hospital is currently into providing modern services in addition to the traditional products that include contracted emergencies physician organizations that run their emergency rooms, group purchasing contracts and consulting services found on the web (Habiyaremye, 2011). ... ent challenges that these products are supposed to go through as they pass the different stages that may be found within their life-cycles (Peterson, 2008). The product mix is also another important aspect of the hospital’s product that should be put into consideration. The expansion of the current product mix being utilized by the hospital’s management can be carried out by augmenting a certain product’s depth or their product lines (Hoffmann, 2008). The hospital’s marketers should consider how they will position their products or configure their product mixes to enable their products complement each other (Habiyaremye, 2011). In view of the hospital’s product, the marketers should consider the most appropriate development strategies that should be used (Peterson, 2008). Price is described as what the customers to a business may be willing to pay for their services or products (Habiyaremye, 2011). In other words, when the hospital provides either a service or a product to its customer, then he or she is supposed to pay a certain amount referred to as the price (Peterson, 2008). However, the issues of pricing have become major concerns for various marketing strategies in the health care sector as its environment changes (Hoffmann, 2008). According to previous reports there are several factors that contribute to the role played by the pricing variables in the development of a marketing strategy (Peterson, 2008). For instance, the rising costs for health care services have created a major concern for many businesses in the profession (Hoffmann, 2008). These reports additionally state that the costs of providing health care previously rose by 5.8% in the US, 6.8% in the UK, 7.1% in Greece and 9.6% in a country like South Korea (Habiyaremye, 2011). These

Business game Essay Example for Free

Business game Essay Reflection on Personal Performance in Business Strategy Game Business strategy games involving management process before confirming the decision to be made. Lesson learned taken from the business game, from the process and the content from the case (industry and situation condition of the business). Management Process Planning was the first process taken. Reading and understanding the relevant information was necessary and plays a significant role in planning process. Expectation was established in the planning, and followed stepping process until all aspects have been determined, including all distinctiveness in production (capacity, model, etc. ), transportation (shipping), labor, etc. Planning is critical, and it was indicated in the business strategy games, in which it required quite some time to achieve an agreement. Time was also a factor should be considered, and it drove the discussion on the planning to obtain the agreement. Organizing was also needed in the game to obtain optimal process. One opinion was listened and it organized the discussion and the direction of the process toward certain strategy. Other opinion was taking in to consideration, whether support or as devil advocacy to the strategy. The process also managed by organizing the flow of discussion to center on the strategy with already decided to be focused on. One person plays role as organizer at one time became a source person or follower in the other time. This approach of organizing made the progress of the discussion in the one focal point that describes the strategy taken which leads to the decision. When a member played the role as organizer, then the member did directing the process and content according to the chosen strategy, and also can happened that the strategy can be changed according to the expected result and considering assumption of strategy of the competitors. Some times in the process, one or more member can have their drive going down. In this situation other member did motivated the team to keep up the winning spirit. Controlling was also involved in the process, by focus on one thing and sacrifices in other thing, align with the strategy. These four processes of management were implemented in the process of gaining the final decision and in determining the content to be made (such as production/manufacturing, shipping, labor, price, etc. ), in which the final decision was made by consensus. The experience in the game gives the learning point in practicing of implementing management process, planning, organizing, directing, and controlling. Within a given time, group should be able to do planning (including crafting the strategy, and establish the goal), organizing the process (including agreed on the road map of the process, listening and expressing opinion, and adjusting to the characteristics of the group), directing (including do and accept direction, motivating others, make or initiate decision), and controlling (to be aligned with strategy). Management Functions Strategy plays a critical role in the process, and aim to make the company have differentiation that creates competitive edge compare with the competitors. Decisions are determined align with the chosen strategy. Strategy such as increasing market share and or increasing price to obtain more profit, and or have a low cost production by moving the manufacturing to the low cost location, and or lowering the labor cost, and or increasing the quality of the product, etc. , were became the issues discussed during the process. Any decision made in the process should be linked to the strategy and eventually to the expected result (goal). Marketing management initiatives plays important role in the process. Attention was put in the advertising or promotion program. The decision on the initiatives was made in relation with other initiatives, and initiative should be congruence to be able to reach expected impact. Operations management was also applied, in order to have efficient and low cost production, to be able to lower the price, or put emphasizing in better quality of product and therefore adjust the price to a higher number. Having different locations of manufacturing was also part of consideration in operation management, including the days needed for shipping, and inventory level. Financial management was critical. At the end of the day, the success of the strategy, whether the plan was achieved of not, was determined by facts and figures which was analyzed and interpreted in terms of financial. The situation or condition of the company was considering of profitable, safe or potentially bankrupt, and whether the strategy was effective or not was determined from numbers including financial ratios. Production plan and realization, exchange rate, labor cost, product sold or unsold, inventory level, price, etc. were contributed to the financial condition, and will be analyzed further for determining next strategy (for next run). Human Resource was also had major role in the decision process. Number of labor involved, salary and incentives, were several factors considered in human resource function. During the discussion it was also considered incentive factors as the factor that can boost the motivation of the employees, in which can increase the productivity and eventually proportionally can lower the cost. Experience in the business games told that the management functions will be more effective if it was take into consideration in integrated way. The strategy made was comprise of many functions of management, Working in Teams Team work was a factor that can smooth the progress of the practice toward a productive way. At one time one member took the role as leader, and expressed the idea or opinion which regarded as reference that was supported or argued by other members. The leader than guide or direct the process toward obtaining acceptable or best solution. Other member played role as follower, tried to understand point of view of the leader, and gave opinion to enrich the information for having the decision. In one process it can happened that the role of leader was switch from one member to another member, and lead the discussion toward the decision. Working in team in the business games demonstrated by listening to other opinions or ideas and, gave contribution to the group by doing analysis and expressing constructive argument and idea or opinion to the group. In the process of making group decision, group tried to obtain consensus, with all group members support the decision. Experience and Lesson Taken to Working Place In leading unit in the working place, it is important to have clear goals for the unit, which are determined in the process of performance planning that usually take place at the beginning of the year. The goals comprises of organization (unit) objective, and individual objective which should be clear and measurable (refer to SMART Goals principle) and cascaded from top to bottom, means that the goals are aligned from executive or manager position to staff position. Having a clear goals or expectations will make all employees within the unit know exactly what are expected to be achieved and will make the monitoring of performance become more effective, and eventually it will make the evaluation of the achievement more effective. Leader should be able to define the goals, which reflected what the unit wants to be, particularly for the respective year. For the unit, strategy than decided to define what is the best way to achieve the goals or answering how to get there. Leader should be able to determine the strategy, which should consider of having different way of doing rather than just following the same thing. Strategy should have put into consideration opportunities and obstacles that can potentially will be faced along the year. For the unit performance, flow of work, service level agreement, number of employee, training and development program that will have impact to the quality of work, compensation practice, etc. should be considered in order to have effective strategy. Every people in the organization have potential, and leader should put effort to unleash the potential of the individual and support them to perform in their work. Many initiatives of improvement or programs come from the people in the unit that can give positive impact to the unit. Motivation is needed to keep the work spirit not fall to the lower level. Leader should do coaching to ensure people in the unit understand and on track, make sure that people move to the same direction with same strategy. Every function of management can be implemented to achieve optimum result. Managing the operation implemented to ensure effectiveness and efficiency of work. Human resource management will help in ensuring what unit do are align with the business. Financial management can be implement whether in business or support function, for instance to measure Return on Investment of certain initiatives. As member of management team, we should contribute in a positive way by giving opinion and ideas, or doing what has been decided productively. Discussion should be conducted in conducive way, listen what other people say and express opinion to reach to the decision. When decision has been made, member should follow and committed to perform the decision in effectively. Success of the unit is also determined by the competency, performance, and contribution of the members. To have an optimum result, member should be able to look the purpose as unit purpose not individual purpose. This principle can create synergy between members in the team and can contribute more to the performance of the team. The business strategy games provide inspiration that can be applied in the working situation. Having competitors that can affect the result of one group convey the message that in establishing standard, one unit should not look into inside factors, but should also consider outside factors. The capability of the unit can be seen differently and will lead to different goals and strategy. Strategy can be different if the external condition is supportive and indicates opportunity and will be different if the external conditions are not accommodating. Macro and micro analysis can be conducted to have a more comprehensive analysis for obtaining effective and right decision. Read more: http://www. ukessays. com/essays/business/reflection-on-personal-performance-in-business-strategy-game-business-essay. php#ixzz2leirR8KT BUSINESS SIMULATION GAMES INDIVIDUAL REFLECTION PAPER On 10 November 2010 afternoon, Our Can group get a chance to get the materials business simulation games, the first time we were a little confused and not understand what the content and intent or purpose of this program. Until then we get the opportunity to play an active role play in the game by forming a company in our Group Can. Listen Read phonetically Dictionary View detailed dictionary I am a member of cans group discussion 3, in this business game, we manage the company named CHAMP. We chose the name CHAMP for our company becouse we hopes that companies will become a leader or a winner in this Business Simulation Game. Growth of our company in this game very interesting and gave many valuable lessons. Our company was ranked second on the game in first year, after making changes in the manufacturing and marketing strategy; we became the first winner in the game in the second year. In the third year we make changes in the shipping, manufacturing also marketing strategy again to maintain its position as champion, but in the fact that our ranking dropped to be number 3. In the fourth year we wanted to get back into champions. We did totally change the strategy in all sections and mainly to increase product awareness, we contracted with many famous artists paid a high price for promotion. But the results we slumped to the lowest ranking (sixth). This surprised us and made us confused to find out where our biggest mistakes in managing the company. Listen Read phonetically Dictionary View detailed dictionary noun camp compound Did not want to continue to decline, in the fifth year we try to flash back to learn the success stories in the first and second year, besides that we also study the companys strategy of competitors, then we create a new strategy and the results we were able to ride into fourth place. In the sixth year we try to make small changes to strategy in several sections and the results we rose again to number three. In the seventh year we do not make changes to our strategy and stay at rank 3. After doing business game above, there are many valuable lessons that I get. Those lessons were: About Management Process (Planning, Organizing, Directing, Controlling) In managing a company as a manager or owner of a business we must have: a. Planing ? Both long-term planning and short term, this really helps us to determine the strategy or action we should do in the near future or the preparation for long-term corporate strategy. b. Organization ? Complete, clear and transparent as one of the supporters because of the companys people are assets of a company†, the placement of people with appropriate knowledge and skills that will facilitate the acceleration of the process as well as the operations of a company. It also must be supported by a clear Job Description and detail-enter the respective functions of the organization. c. Directing ? In the governance of a company also must be supported by rules or standard operating systems or procedures are clear and understood by all line employees. we often call with company regulations, standard operating procedures etc. d. Controlling ? As a manager or owner in a company we still have to implement controls on employee performance, corporate governance, corporate operating costs and market conditions that support the smooth and that we manage the companys growth periodically. We can also be done with checking Monthly Report / Balance Sheet , hold on monthly meetings, etc. Listen Read phonetically Dictionary View detailed dictionary adjective inside deep indoor internal interior profound inland intrinsic cavernous thoughtful three-dimensional adverb deeply sound preposition in within on to inside under in the course of prefix endo- 2. About Management Function (Strategy, Marketing, Operations, Finance, Human Resources, etc. ) Strategy ? Corporate strategy should be set appropriately by considering several factors, including supporters of human capital, finance, market share and also that there are competitors in the same type of business with our company. In the governance of a business may take a few strategies such as for launching a new product needs some backup strategy, it is necessary whenever the initial strategy does not show results in maximum then we still have some alternative backup strategy, so it does not require a long time to take any action appropriate in market penetration. Marketing ? According to my opinion, the success rate of a company also backed with the full functionality of the marketing is true both in the company engaged in the services or products etc. Capable marketing, product master, around the existing market and marketing must knowing the strengths and weaknesses of competitors. Listen Operations ? Operational support from both system and service level aggrement factor in a process of corporate governance is very important. It also needs to be supported with the latest technology. Listen Read phonetically Dictionary View detailed dictionary verb hold conduct make organize provide establish arrange carry out throw take set up call launch institute stage put on bring about impose carry on incur exercise levy open put up effect float lay on negotiate afford touch off operate stage-manage generate phrase bring into being Finance ? A company can be said in good condition when to generate maximum profit. As a manager or the owners of a company we should be able to manage our capital versus operating costs required, the greater the profit earned by production costs that are not too large will show the healthy of a business. However, we also must consider the placement of funds and financial governance of our company, whether already in accordance with the budgeting or is not appropriate. In terms of business expansion or major factor that should we consider is the condition of our corporate finance, whether supportive or not, when lack of support but the potential or opportunities that we have a large, one financial source of our business is on loan from the Bank with a source of return and specific timeframe. Human Resources ? In addition to the above factors one important thing to note is that inadequate human resources that are reliable and have the skills to suit the needs of the company. A competent leader should be able to determine the amount of labor requirements and can put the right people-enter the respective divisions within an organization. 3. About Working In Teams To work as a reliable teamwork are some things we have to consider include: Get familiar with either all members of the team, it is useful to the division of tasks and towards solving problems that arise. We must be willing to hear opinions of all members of the team in making changes in strategy or action for operasinal company. Explore more information and opinion that reliable and resonable with the case or problem that we should solving as a good team work, eq. Browsing some data from internet or from any sourches. Putting the right people on the job or responsibilities in accordance with the characteristics of our team members are. Based on the experiences and lessons I got from the business game I have done, I plan to apply some advantages in my workplace. As the leader of my unit : A leader should have strong leadership and enough skills to manage the organization and the company. Planning, directing (also mentoring or choaching program) and controlling periodicly to all of my sub ordinate. Delegate some responsibilities to the deputy business with a fixed control function properly . Sharing knowledge to all sub-ordinate, sub-branch manager and exploring new knowledge, new technology and strategy for the success of Bank Mega Cluster Balikpapan Special Hire employee from another Bank (Manager or Marketing) to help me manage the company and make the vision 1000 of Bank Mega become reality (become the leader bank in Balikpapan – East Kalimantan Indonesia) As a member of my management team : Being more creative, proactive and always have new ideas to supporting the management team More details in targeting business opportunities and increase market share. Establishing a reliable team work with 2-way communication is effective and still value the opinions of other members of management team Read more: http://www. ukessays. com/essays/business/business-simulation-games-individual-reflection-paper-business-essay. php#ixzz2lej5YvdS REFLECTION PAPER – THE BUSINESS STRATEGY GAME About Management Processes From the Business Strategy Game, I learned that first important process for a company to determine its future business path was to set a strategic and realistic planning about what is the company goal, how long the goal will be achieved and how to achieve the goal among the competition. In setting the plan, company should define first what is their mission statement or strategic vision. This mission statement is a statement which indicates the purposes and activities of the company’s business/goals in brief, clear and focus words. Along with mission statement, company must clearly define its objectives quantitatively within certain period. From these quantitative objectives, company could set a realistic and attainable long term strategic planning to allocate budget and resources in the company. In strategic planning, company should define clearly its target market, financial objective and competitive position among the industry. This strategic planning will be the direction of the company in running its business. After setting the strategic planning, company should design an organization structure to manage the company effectively, by designating persons who will in charge in each roles and held responsibility in each area of the business in the company (marketing, finance, operation, sales and so on), especially the person who will be responsible as the leader of the company (as CEO). The role of CEO is very essential because he/she must lead company to the right direction in implementing company strategy to achieve company’s objectives. From the clear and effective organization structure, CEO and management will have clear legitimation and authority in directing all resources in the company to implement the company’s strategy. Finally, the company should closely and intensively controlling and monitoring the performance of the strategy during implementation to assess its progress against the pre-defined targets and ensure that all the company elements were doing their parts and responsibility in the right track. About Management Functions In a company, management should establish the right and important functions which will run the company operational activities, define what are the responsibilities of each functions and ensure that each functions performed in accordance with the company objectives. In order to give more value to the company in terms of profitability, management should work together to set a strategy in making company’s output (product or services) more competitive in the market by considering all aspects involved. As an example, to gain more profitability company could set pricing strategy to be higher or lower compare to market but before decided the price, company should consider other aspects such as costs, quality and resources needed in creation of the product or services. About Working in Teams In working as a team member in the company, it is very important to determine a clear designation about who will act as the leader and the follower. Because if there’s no clear designation, potentially will cause the resources in the company to move to the wrong direction and this will destruct company effort in achieving its objectives. As a leader, a person should show the ability to manage and to coach the entire team member to do their tasks properly, and he/she should has willingness to listen and appreciation to his/her followers insights at the same time. And as a follower, one should give respect to the leader and obey the leader decisions. But it is important too for the company to define what is the follower assignment and designation, because if it is not clearly defined, the follower couldn’t perform nor contributed optimally in attaining company’s objective process. What I plan to do in my work place from the experience and lessons I took from the BSG are : As the leader of my unit I will put more effort to be an effective and efficient leader of my unit and will put more awareness to all my team member that our jobs especially in designing the most efficient operational work flow in my company has essential impact in saving the company budget and optimizing company resources which will contributed in achieving the company’s objective especially in financial aspect and giving more value to the customer and shareholder. And furthermore I will spend more time and effort to evaluate designation and job description for each member of my team, to put the right person to the right job and responsibility. If the designation and job description were not fit or not clear to the team member, it will impact to the performance of the working unit itself because each team member do not know exactly what is their role in their working unit. As a member of my management team I will put more consideration and attention about financial impact of any decision that my management made. From the BSG, I see that all activities in each working unit must be contributed and affected to the company strategic planning especially in achieving financial goals. And I will put more respect to any member and any decision of my management team made, even though sometimes the decision seems to be hard to be implement, I will try to see it from wider perspective that the decision must be made deliberately and considered many important aspects which ending is to give more value for the company.

Mosquito Fest :: Personal Narrative Descriptive Place Essays

Mosquito Fest I felt a small tickle on my arm. It turned into a pinching itch. I looked at my vulnerable white arm to find a small black-striped mosquito harassing my clean flesh for the perfect spot to strike. At the speed of light it was already injecting my skin and by the time I looked, it had conquered my blood. Mosquitoes, mosquitoes, mosquitoes! Aaaahhhh! They can drive anyone crazy. Walking through the hammocks, not even the insect repellent will save you. I just don’t get it. I’m sacrificing my skin by wearing insect repellant with deet (which melts plastic) and these salt water monsters still managed and dared to pinch and penetrate though my skin, sucking my blood out of me. One of my classmates told me a mosquito secret. She said if I pulled my skin, stretching it in opposite ways while a mosquito is biting me, it’s stinger would get trapped in the skin and it would explode. I wondered how on Earth this was possible until she taught me that the mosquito would continue to draw blood as an attempt to get out. I trusted that she was correct because she works with the Everglades and she has done this herself. I was so amazed with this information that I couldn’t wait to burst one of those little nuisances myself. It’s weird because I don’t ever kill insects. I don’t have the heart to. I believe that just like humans they have their own lives and have the right to live. I don’t even kill flies. I guess that is because they don’t bite or physically pester me. Every once in a while I’ll find a lizard roaming in my house. When I find myself in a situation like this, I’ll open the nearest window or door and push or lead it out with a broom. Small lizards I actually catch with my bare hands. Besides, I’m happy they eat flies and lizards. I don’t support or use bug spray (I think it’s completely cruel). So, back to mosquitoes: Going through the Bid Cypress Swamp, Lynette and I were trying to let mosquitoes bite us so we would be able to pop them. We weren’t fortunate though. I for one, couldn’t deal with the fact that I was going to be left with a red bump, not to mention it would really bother me itching like crazy for a couple of days. Mosquito Fest :: Personal Narrative Descriptive Place Essays Mosquito Fest I felt a small tickle on my arm. It turned into a pinching itch. I looked at my vulnerable white arm to find a small black-striped mosquito harassing my clean flesh for the perfect spot to strike. At the speed of light it was already injecting my skin and by the time I looked, it had conquered my blood. Mosquitoes, mosquitoes, mosquitoes! Aaaahhhh! They can drive anyone crazy. Walking through the hammocks, not even the insect repellent will save you. I just don’t get it. I’m sacrificing my skin by wearing insect repellant with deet (which melts plastic) and these salt water monsters still managed and dared to pinch and penetrate though my skin, sucking my blood out of me. One of my classmates told me a mosquito secret. She said if I pulled my skin, stretching it in opposite ways while a mosquito is biting me, it’s stinger would get trapped in the skin and it would explode. I wondered how on Earth this was possible until she taught me that the mosquito would continue to draw blood as an attempt to get out. I trusted that she was correct because she works with the Everglades and she has done this herself. I was so amazed with this information that I couldn’t wait to burst one of those little nuisances myself. It’s weird because I don’t ever kill insects. I don’t have the heart to. I believe that just like humans they have their own lives and have the right to live. I don’t even kill flies. I guess that is because they don’t bite or physically pester me. Every once in a while I’ll find a lizard roaming in my house. When I find myself in a situation like this, I’ll open the nearest window or door and push or lead it out with a broom. Small lizards I actually catch with my bare hands. Besides, I’m happy they eat flies and lizards. I don’t support or use bug spray (I think it’s completely cruel). So, back to mosquitoes: Going through the Bid Cypress Swamp, Lynette and I were trying to let mosquitoes bite us so we would be able to pop them. We weren’t fortunate though. I for one, couldn’t deal with the fact that I was going to be left with a red bump, not to mention it would really bother me itching like crazy for a couple of days.

Ginsters Report

GINSTERS Table of Contents Introduction and Background Ginsters is the main brand of the Samworth Brothers, a privately owned family business active in various food sectors. Its product range includes pasties, savouries, pies, wraps and sandwiches. Ginsters is based in Callington, Cornwall. The brand has been building its credentials as authentically Cornish and a local product with local ingredients. More recently it’s also trying to associate its brand with the image of fresh and quality ingredients. This is reflected on packaging, advertising and new product development (Ginsters Official website, 2010). The task at hand is to discover the Critical Success Factors for Ginsters, therefore analytical tools and frameworks were used such as SWOT, STP and the Marketing mix analysis. The external and competitive environment were also analyzed. The first section includes the critical evaluation of Ginsters’ CSFs, while the second section is concerned with developing recommendations for a three-year strategy for the firm. 1. Ginsters’ Critical Success Factors 1. 1 CSFs According to Rockart and Bullen (1981), Critical Success Factors (CSFs) are the limited number of ways and the factors that are fundamental for the continual successful performance of a company. The identification of CSFs is important because it allows organizations to focus their efforts on building their capabilities to support their CSFs. On the other hand, it may even allow firms to assess whether they have the capabilities to develop the necessary requirements to meet CSFs. Daniel (1961) was the first to introduce the concept of CSF. The concept was then used to assist in defining the CEO’s information needs that are most critical for a business (Rockart, 1979) (Zwikael and Globersonz, 2006). The CSFs method is straight-forward, however it has a complexity as it can be viewed from several perspectives. Geller (1985) points out that CSFs can be generic to a given combination of conditions in the industry, market and external environment. They can also be context specific in terms of the organization. Furthermore, Rockart and Bullen presented five key sources of CSFs, the industry, competitive strategy and industry position, environmental factors, temporal factors, and managerial position. It is also important to note that CSFs can be monitored or measured to ensure they are still important and valid as they can change over time (Brothererton, 2004). 1. 2- Human resources development The first CSF for Ginsters is its ability to develop human resources. Embedded in its strategy is the recognition that people are important assets of the organization (Ginsters Official Website, 2010). This is evident as it achieved the status of top-service supplier to UK supermarket giant Sainsbury’s. Ginsters came up with a way of enhancing the efficiency and productivity of its workforce. It designed and implemented a unique branded management-development program, which it dubbed ‘‘Platinum’’ (Politt, 2006). This cut staff turnover to half, mitigated absenteeism, increased staff stability, reduced production-line down time building on improved relationships between engineering and production, and succeeded in offering higher services to its supermarket customers, following the introduction of a new training course (Politt, 2006). . 3 Brand Image and Advertising A full STP analysis conducted for Ginsters (see Appendix) has derived important conclusions on Ginsters success factors. The decision to produce and distribute products solely in the United Kingdom has ultimately been positive and successful for the company, as it has increased its UK cus tomer base. In 2009, Ginsters spent over 1 million pounds on advertising, which has generated considerable attention for the company (Mintel Report, 2010). Ginsters has consistently used advertising and it leads the pack in the pies and pastries category of the market (Mintel Report, 2010). This is important and is evident through its great brand reputation along with goods that represent quality and trustworthiness. Ginsters has always promoted its Cornish heritage, emphasizing the importance it gives to local sourcing and the use of 100% British ingredients. The brand has also evolved immensely. Ginsters marketing scheme has developed to highlight the importance of quality ingredients that are put in the pasties. This is of critical importance because consumers are confident that Ginsters products will deliver on quality and taste. Understandably, the pie and pastry industry is highly competitive with Ginsters competitors being able to produce virtually all the products that Ginsters is able to produce. That being said, Ginsters success lies in its convenience and impulse sector largely due to sales of chilled savoury pastry. In fact, Ginsters has been recognized as the number one ‘food on the go’ brand in the last four years (Doonar, 2004). 1. 4 Fragmentation of mealtimes and rise of chilled food industry & The ability to target and reach segments of market These are two important and correlated success factors for Ginsters. The chilled and prepared foods market has evolved in the past 10 years and has become a very dynamic area of the food market. This is largely due to the trend in consumer behaviour where lifestyles are influencing mealtime. This has made mealtimes more fragmented, informal and less important. This environmental social change has resulted in suppliers and retailers placing more emphasis on the chilled cabinet. Moreover demand for chilled foods has soared. This is a type of environmental CSF is one in which the firm has no control over. However, looking at Ginsters reaction to this environmental change is also a strategic critical success factor. Ginsters understood the impact of these changes on consumer purchasing behaviour and they adapted their products to meet this demand. This becomes clear in their ability to target the largest group that conforms to this environmental change, which are young people and business professional, and reaching their target by presenting their products in the right locations such as petrol station, convenience stores and university union shops (Keynotes food industry report, 2010). Ginsters has also benefited from getting the right product mix to serve their target market as the SWOT analysis shows that its products are location independent, convenient, deeply filled, easy to eat and not unhealthy (Mintel Report, 2010). 1. 5 value chain Another critical success factor of Ginsters has been the way it incorporated its value chain. In terms of inbound logistics, Ginsters has chosen a direct channel approach that is characterized by low proximity. The place of Ginsters manufacturing facility is within a 20 mile radius of the raw material providers. It forms a vertical marketing system (VMS) and more specifically an administered VMS. This type of cooperation helps Ginsters have a great degree of control. The system provides 35% of the total raw materials and the target is to reach 50% (Hunt, 2005). Furthermore, concerning operations, increased investments in production technology by introducing automation systems with quality control, ensured the end-quality of the products and also decreased costs (Growth at Ginsters, 2004; Drives cut pastry production costs, 2009; Keeping an eye on the Pie, 2002; Accurate pack coding easy as a pie, 2005). Outbound logistics have also been a subject of focus for the company with a fleet of vans that place emphasis on delivering to 10000 companies during the peak hours (Brooks. 2004). A company-owned distribution system makes it possible to plan and incorporate delivering objectives, as relying on others would have made that difficult. Recommendations for three year strategy The UK has been one of the major economies that are still in recession. Due to the economic crunch, businesses are facing grave troubles to cope with their existing businesses and are trying to raise capital for investment into new businesses. Therefore, Ginsters should focus on improving its existing capacity and making better use of its factors of production. This can be achieved by reducing its working capital, increasing inventory turnover and implementing employee learning and performance improvement training programs similar to the platinum program undertaken 4 years ago (refer to 1. 2). However, the company must establish some long term objectives as there are signs of recovery for the UK economy in the years to come. The Bank of England estimates that the economy will get back on track by 2011 and the HM Treasury has published independent forecasts predicting that by the same year the GDP growth will be a mean 2%. It should plan for the development of smaller markets and target market segments which although less in size, have excellent expected growth rate. Ginsters is targeting youth and working people, but without offering Halal foods as compared to their competitor Pukka pies. According to The Times UK, Muslim population has been increasing 10 times faster than the rest of the communities in the United Kingdom. It has grown by 0. 5 million and reached 2. 4 million in four years from 2004 to 2008 and expected to grow at the same pace as revealed by office of national statistics. Therefore, Ginsters should adopt a market development strategy to target the Muslim community in the UK. It can incorporate this strategy by introducing it into the heavily populated Muslim areas. Ginsters has been spending a lot money on advertisements and has been successful in conveying the positive image of the company to the people. Its latest TV brand shows that it puts quality ingredients in its products, but it does not convey the clear message that its food is more healthy. According to the survey conducted by Mintel, 16 % of people think that Ginsters food is unhealthy as compared to its competitor Pork Farms which was marked unhealthy by only 12 % of them (Mintel, 2010). The reason for this misconception may have arisen from its marketing slogan, ‘Real Honest Food’. This portrays that Ginsters products are of quality and authentic, however fails to demonstrate that it has taken healthy eating into consideration. Therefore, the firm should seriously plan for new advertisements and promotions that give a more clear picture of Ginsters as a healthy food manufacturer. To convey the idea of healthy foods, the company should take advantage of the ongoing and upcoming events that represent Ginsters target market and could be helpful in promoting its message. It is recommended that Ginsters should become an official sponsor of the 2012 Summer Olympic Games. It can make new and innovative advertisements in the Olympic Games that can help produce a healthier image. Sponsorship will also enable the firm to increase the awareness of its products and influence consumer behaviour patterns thereby leading to increased sales. It will also help to enhance the brand image in target groups’ minds and develop a disposition to change behaviour towards buying the promoted brand, thereby leading to improved revenues (Smolianov et al,1999). Ginsters support of a major international event will help in conveying its message to billions of people more accurately and positively. It costs nearly 10 million pounds to become a three tier sponsor. Ginsters had pre-tax profits of 45. 2 million in 2009 and paid dividends amounting to 16. 2 million, up from 14 million in 2008 (Bloomberg Database, 2010). Assuming a stable dividends growth, there is the potential for worldwide promotion and brand recognition. Instead of paying dividends out, it should deposit them with a bank or place them in investment grade securities in order to grow at an amount sufficient enough to secure a place in the top sponsors of the Olympic Games. TV advertising during the Olympics will also increase brand awareness among live audiences who watch TV broadcasts, which will ultimately pave the way to Ginsters going global. In 2008, a record breaking 70 million viewers tuned to NBC to watch the opening ceremony, not mentioning the other international broadcast stations (The Washington Post, 2010). The cost for a 30 second spot is expected to reach the 400. 000 USD level, signifying the importance of the particular event. In Ginsters case, the advertising strategy should include all forms of digital and physical advertising (television, radio, press, online, billboard, in-store etc. . In late 2009 Ginsters decided to redefine its brand image and target a broader market segment. It tried to appeal more to mothers and fathers while dropping its image as simply a snack. To continue to accomplish this, a massive advertising campaign is desperately needed. Along these lines, the company should negotiate a deal with BBC1 and ITV1 to spo nsor the most popular programs in UK television. Programs that aim to captivate the interest of thousands of British families, which comprises the new target group for Ginsters. Such programs would include â€Å"Eastenders†, one of the most watched and long running soap operas, â€Å"Coronation Street†, the longest running drama series in the world still to be in production and â€Å"X Factor† a singing competition with over 13 million viewers each week (Broadcaster’s Audience Research Board, 2010). Appendix STP Analysis: | Ginster’s| Pukka Pies| Segmentation| Products are sold exclusively in the United Kingdom highlighting the fact that Ginsters is a domestic company. Products are grouped towards the younger population of both sexes due its convenience. The family appeal is one in which Ginsters strives to achieve as they portray a family environment in their advertising. Socio-economic class is not of vital importance with Ginsters as they want to cater to the complete market. The upper class can rely on a quality product while the lower class can rest assured that the product is competitively priced. | Products are sold all across Europe. Countries include Austria, Cyprus, France, Gibraltar, Greece, Holland, Hong Kong, Malta, Portugal, Spain, and the United KingdomProducts are grouped for people of all characteristics, specifically the middle-class family. With a wide variety of products including frozen and chilled pastries, it is important for Pukka Pies to capture the full European market, rather than segment. | Targeting| Products are targeted towards the young students as evident in their separate online education portal and their collaboration with different colleges and universities. Also, they are actively involved in surfing, football, and music festivals which appeal to young generation. They targeted the meat eating and non-Islamic sector as they do not have a Halal pastry| Products are targeted towards outgoing events to garner considerable public interest. Examples include the Pukka Pies England band as well as major sponsorships to major sporting events. | Positioning| The pie and pastry market is a competitive one in which each company does not differentiate it s positioning too much. Ginster’s remains unique and relevant amongst its United Kingdom customers by positioning its domestic appeal. Ginsters have strategized to provide quality food for a reasonable price. As compared to competitors, Ginster’s is ranked amongst the top for pricing. Quality is of utmost importance and therefore they position themselves to advertise quality and honesty of foods. Media advertising, over 1 million pounds in 2009, was largely concentrated on the target markets including students and mothers. This was done by adding more sandwiches to cater to women as well as advertisements at sporting and recreation events for students. | The differentiation by Pukka Pies is their international appeal. They strive, not solely to dominate a market, however to diversify themselves into different markets. Penetration strategies is their positioning technique as their products are available across Europe. | Marketing Mix Analysis Products: Ginsters has got a huge product line consisting of 58 types of pasties, slices, pork pies, hot pies, savories, sandwiches and wraps as compare to its competitors, pukka pies and pork farms. All Ginsters raw material comes from the farms and suppliers present in Cornwall. They have different specialize supplier who provides them with fresh and pure raw material. These farms and suppliers includes Hay farm, torpoint for vegetables, Bocaddon farm, Lanreah for Cornish soft cheese, Cornish orchards, duloe for apple juice to capture that authentic west country flavour, jaspers of treburley for beef and David stone creamery for fresh cheese. Ginsters official website, 2010) Ginsters focus on Chilled products whereas Pukka pies have variety of categories including frozen backed, chilled backed, frozen backed wrapped, frozen unbaked range, frozen pastry (Pukka pies official website, 2010) If we analyze Ginsters product line we find that they have 21 types of different sandwiches as compare to pies and pasties which are few in numbers (Ginsters official website, 2010). Whereas Pukka pies and pork farms have less variety than Ginsters. Pukka pies have some additional flavour of pies including kidney and potato and they also sell halal food (Pukka pies official website, 2010). Furthermore pork farms have bakes and scotch eggs (pork farms official website, 2010) Price: Ginsters product pricing is almost same as compare to Pukka pies and pork farms. For example steak pies from Ginsters and Pukka pies cost exactly 1 ? but in some cases Ginsters is expensive for example Ginsters pork pie is 1. 29 ? and Pork farms pork pie is 0. 91 ? (Tesco Official website, 2010). Therefore we can say that Ginsters have a comparable pricing strategy with most of its product line but with some of the market leading products they show skimming pricing strategy as well. Place: Ginsters only Target UK market. They follow wholesale sale strategy. They have distributors all over UK. They keep their products in big super markets like Tesco, Sainsbury etc. The major area where Pukka pies leaves Ginsters behind is its sale locations. Pukka pies are selling in Austria, Cyprus, France, Gibraltar, Greece, Holland, Hong Kong, Ibiza, Lanzarote, Malta, Portugal, Spain and Tenerife other than UK. Pukka pies official website, 2010) Promotions: When it comes to promotions, Ginsters are spending a lot of revenue on advertisement and promotional activities like charity, supporting local teams etc. The differentiating part of Ginsters promotional activity includes collaboration with different universities including Plymouth University and community colleges at Callington, Launcest on, Tavistock and Saltash colleges and universities. Ginsters also have their online educational portal. This shows that they are targeting youngsters from schools, colleges and universities. For the new promotions Ginsters is focusing on introducing some fruit pies as well. Their promotional strategy seems to be product benefit advertisement strategy. As compare to Ginsters Pukka pies have a large variety of souvenirs including footballs, posters, cups, caps etc. They have an online portal where people can buy their souvenirs. As compare to both of them pork farms focus on introducing new packaging and actively conduct live shows with consumers to test their products and tells them of their products taste. Pork farms are teaming up with Peperami and Branston to launch a number of co-branded recipes. The new partnerships will see a Spicy Hit sausage roll with Peperami and two Pickle Hit sausage rolls – one with Branston Pickle and cheese and one with Branston Pickle and sausage meat – available from mid-March 2010. The company is also launching a Pork and Branston Pickle Pork Pie. (Ginsters official website, 2010; Pukka pies official website, 2010; Pork farms official website, 2010) SWOT Analysis: Strengths * Product variety in comparison to competitors places a strong emphasis on new product development to create innovative, exciting products to enhance its core product range. Ginsters launched mini pasties in Q2 2010 to tie in with the upcoming picnic season and the on-the-go snacking market. * Ganisters position in more than one market and covering them successfully due to their diverse products * Ginsters’ products have a number of characteristics that make them a highly popular lunchtime food firstly their products are location independent and can be eaten practically anywhere. Secondly their products are convenient and can be found in many locations. Furthermore their products are filling and positioned as big eats. Finally the products are easy to eat and are pre-packed. * Advertisement and promotion strategy Ginsters’ promotional activities have always highlighted its British provenance and local sourcing. Moreover their brand image Fresh and hygienic food which is and advantage in the current customer behaviour trends. * HRM program that allows for organisational learning * There supply chain is short therefore saves them money and increases quality * Manufacturing processes are fully automated speed up production and inspection and quality programs to be easy. Weaknesses The product range is not comprehensive and there are some niches they did not cater for, such as the vegetarian market the Halal and Kosher markets. * Ginsters operate only in the UK where competitors such as Pukka Pies operate internationally they are pies are selling in Austria, Cyprus, France, Gibraltar, Greece, Holland, Hong Kong, Ibiza, Lanzarote, Malta, Portugal, Spain and Tenerife other than UK. * Although Gins ters are trying to convey that they are a healthy product. This message is not reaching other market segments, such as women and families. There image as a healthy product is not strong. Despite a high rate of new product development, the favourite lines continue to be the BLT, prawn mayonnaise, cheese and pickle, chicken salad and egg and cheese Opportunities * Increase emphasis on health awareness products. Interest in healthy eating will undoubtedly outlive the recession and there is scope to increase the number of functional products in many areas of the market. * Ginsters can explore minority market niches such as, vegetarians and Halal foods. This can be achieved by new product development. * Utilisation of production capabilities by exploring International markets, as competitors are present outside the local market. Despite the recession, sales of indulgence products such as desserts may also grow if suppliers can position the products as relatively inexpensive treats. Threa ts * One of the longer-term challenges that the pies and pasty category will face is whether consumers will stick to the category when the economy improves and they have more disposable income. Pies and pasties offer consumers a low cost meal that is convenient, but does not tick the healthy eating box and so requires manufacturers to find ways to reformulate their product ranges to make them healthier. When looking at the things that worry consumers the most, their financial situation and the economy supersedes any concerns they may have about their health, so while they face financial challenges, the health credentials of the food they are eating may be of less importance if it proves to be more cost efficient. * Ginsters needs to ensure that they maintain their above-the-line support of their brands to ensure they are top of mind when consumers are looking for a quick snack. The recession will strengthen the appeal of own-label products and consequently affect NPD and marketing, which will culminate in undermining value growth in the market. References Accurate pack coding easy as a pie (2005). Packaging Magazine, 8 (1), pp. 18-19. EBSCOhost [Online]. Available at http://web. ebscohost. com (Accessed:10 November 2010) Bank of England Quarterly Bulletin (2007). 2nd Quarter, 47(2), pp. 317-329 Bloomberg Database (2010). 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Type-1 Diabetes And Nutrition

NUTRITION AND DIABETES (TYPE-1)The purpose of this paper is to define diabetes and see the impact different factors like breastfeeding and nutrition have on it state.DIABETESDiabetes is a metabolic disorder in which the body is unable to break down insulin, a chemical that the body produces that is responsible to convert sugar, starches and carbohydrates etc in to energy. This results in abnormal sugar production in the body and the patient typically faces the problem of ‘sweet urine’ which is produced excessively. The exact cause of this disease is still unknown as there are a number of hereditary and environmental factors including a low-physical-activity lifestyle and being over weighted.Types of Diabetes:The WHO recognizes three major categories of this disorder according to cause and population distribution as Type 1, Type 2 and Gestational Diabetes. Almost 18.3% of US population is affected by diabetes. Of the affected, only 8-10% of patients have type 1 which is m ore common in children and young adults and the remaining population is reported to be effected by Type 2 diabetes. Gestational diabetes usually occurs in women immediately after pregnancy. Only 5 to 10% of women report this disorder.Type-1 Diabetes:Type-1 diabetes typically occurs because the body totally fails to produce insulin at all; hence sugar is not converted in to energy and thus the excess sugar disorder. Type 1 diabetes can occur due to several other reasons. Sometimes, it follows viral infections like influenza, mumps etc or polio attacks. Other times it follows injury to, or surgical procedures like removal of, pancreas etc. Common symptoms include increased thirst, fatigue, excess urination, weight loss, yeast infection (affecting the genitals) etcThis state, if not taken good care of, can dangerously lead to other complications in later stages. Type-1 diabetes exposes a patient to the risk of getting various heart, kidney, oral and eye related disorders including the increased risk of suffering with strokes or heart attacks, damaged kidneys, blindness, gum disease, and some skin problems. Diabetic patients are also vulnerable to several neurological complications including acute depression, diabetic neuropathy etc.AFFECT OF BREASTFEEDINGIt is commonly believed that a diabetic mother can't breastfeed her newborn. Research proves otherwise. It's clinically proven that breastfeeding is good for both a breastfeeding mother and the health of the newborn. In fact research has shown that breastfeeding can actually reduce the risk of developing type-1 diabetes in kids [1]. Breastfeeding can actually help mother's body regulate insulin levels and even lose weight. Therefore the necessity to breastfeed should be emphasized over mothers for healthier babies with reduced risks of developing diabetes. Mothers need to take special care of their health and monitor blood glucose level carefully.NUTRITION AND DIABETESThe patients need to regulate the amount of s ugar intake and include exercise in their routine to properly burn fats and carbohydrates. They can take sugar but need to watch its quantity really carefully. A typical diabetic diet consists of 60% calories from carbohydrates, 20% from proteins and 30% from fats.   Patients are advised to talk through the diet in detail with the doctor. Including the right mix of food and nutrition, patients can live healthy and long.ReferencesAmerican Academy for Family of Physicians/ FamilyDoctor.org (2006). Diabetes and Nutrition. Retrieved mar 18th, 2009 from   Ã‚  American Diabetes Association/ diabetes.org (2009). All about diabetes. Retrieved mar 18th, 2009 from Juvenile Diabetes Research Foundation/ JDRF.org (2009). What is diabetes. Retrieved mar 18th, 2009 from Nagin, Melissa Kotlen (2009). The Diabetic Breastfeeding Mother. New York Times Company/ Retrieved mar 18th, 2009 from   National Diabetes Information Clearinghouse. Diabetes Overview NetDoctor.co.uk/ Dr  Jan Erik  Henri ksen, Dr  Ole. (22.09.2008). Type1 Diabetes. Retrieved mar 18th, 2009 from