Development of Tourism Industry in the UK Essay

Development of Tourism Industry in the UK - Essay Example This essay provides a concise overview of the tourism and travel industry performance in the UK during last decade. The economic state of tourism sector of the UK is deemed healthy with perspective of a steady growth. The income from the industry is incomparable. The joblessness rate has greatly declined with many people absorbed in the industry Since the Second World War, there have been a lot of developments in this industry. Application of the computerized reservation systems led to increase of tourists, visiting the UK Prior to the technology, a lot of travelers mainly depended on pen and paper to transact business deals. However, in early 1990s, attitudes changed. Technological advancements captured the attention of the world market. Few people could access facilities and enjoy them to their satisfaction. The data released by the government via the Global Distribution Systems have showed significant growth in the industry. In 1989, the country had recorded 5 million tourists per annum as compared to 29.6 million in 2010. The development of the jet engine was invented after the Second World War. The advancement brought dramatic changes; although in 1958, the number of travelers per flight was restricted. In early 1970s, jets started ferrying more passengers thus making flight charges low and increasing the profits. This enhanced the growth of the industry significantly during this period. For the last twenty years, the tour operators have developed new packages to accommodate the needs of the new travelers . When compared to early 1950s, tourism has evolved significantly (Holland, 2011). The industry has fully adopted modernization and its structures to enhance its growth. Natural calamities Most countries depend on tourism to earn foreign exchange into the country. However, natural calamities like prolonged drought, tsunamis, earthquakes, floods and hurricanes may gradually change the face of tourism industry. Tourism acts as a source of employment to many people. Some are employed as rangers, tour guides and others in the hospitality sectors. If the number of tourists decline due to natural disasters, people will be affected, and in turn the country becomes broke. Therefore, if tourists don’t come, a lot of pressure will be put on the economy (Smith & ?Ann, 2007). Normally, tourists want to avoid risk places and enjoy themselves in peaceful sites. In general, natural disasters have the following effects: i. Reduced number of tourists visiting the country ii. Low business set u ps due to lack of enough money generated in tourism. This will result in closure of business and loss of jobs iii. Increase in rate of unemployment especially in disaster affected areas iv. Increase in government expenditure due to insufficient money generated through taxations. From the above effects, it is clear that natural calamities affect the country’s economic development. Although it is not possible to eliminate them fully, their severity can be reduced. If nothing is done, the growth of the industry may stagnate if not decline in future. This means a lot in the economic trend. Fall in sales volumes Most of the tourist firms in the UK have of late experienced low sales volumes. For instance, Tui Travel, which is one of the companies that provides tourism services, recorded a 35% decline in its sales for the first quarter of the previous financial year (Smith, 2010). This was mainly due to cut in number of tourists traversing the country. Most of the people are more in terdependent so they book online which saves them money. Furthermore, most of the people have no plan of spending their holidays far from their homes. This reduces the volume of sales of tourist industries. Fall in sales volumes reflects low income in the affected industry, hence affecting its employees. This also means that the government will not get enough revenue from the same industry. High Cost of vacations Tourists traverse all over the world enjoying their beautiful sceneries and wildlife. In their tour, they spend their time in hotels and other special vacations. Accommodations

Legalizing Prostitution Essay Example | Topics and Well Written Essays - 1500 words

Legalizing Prostitution - Essay Example Today, most countries consider prostitution as illegal, unacceptable, and subject to sanctions. However, these conditions have not killed this practice, as it continues invisibly from the law. Due to this case, authorities cannot address the problems that emanate from prostitution, since they cannot be reported as well. This therefore, puts the whole society at risk. Nonetheless, it is wise for countries to legalize prostitution so that it is practised in an organized manner that will ensure the safety of the prostitutes, their clients, and the society as a whole. According to Floyd, there are differences in the way prostitution was practised in the past, and how it is practised today. These changes are in the form of society’s perception of the practice, and the changes in prostitution itself over the years. Ancient Samaria, which is the present Iraq, holds the record of the earliest prostitution in 2400 B.C.E. This was in the form of temple maidens pleasing the gods and ensu ring land fertility through soliciting for temple donations in return for sexual favors. However, in later years, the Greek started practicing prostitution as business. This practice later spread to other areas, including Rome, China, among others. Today, prostitution is practised in almost all world countries in different ways. Weitzer notes that legalizing prostitution means that prostitution is tolerated provided it adheres to the set standards and regulations to ensure control. Legalization therefore, is part of regulation and aims at controlling all activities related to prostitution. When prostitution is legalized, it may involve conditions such as compulsory medical tests, registration of prostitutes, location, or zoning conditions, and registration and licensing of brothels, as well as escort agencies (â€Å"Legalizing Prostitution: From Illicit Vice to Legal Business.† 49). All these conditions and new prostitution laws will have to be enforced by the police. In lega lized prostitution therefore, any prostitute found operating outside the laid down set of rules is considered a criminal, as they will be guilty of engaging in unlawful prostitution (Dressler 102). Today, in most countries, including the USA, where prostitution is illegal, the government, through the legal system, penalizes prostitutes and their clients for actions they are involved in as consenting adults. In this situation, government finances are spent on efforts aimed at arresting prostitutes and their clients, and enforcing laws regarding prostitution. According to Weitzer, when prostitutes and their clients are arrested, the government incurs costs in the series of their prosecution process (â€Å"Legalizing Prostitution: From Illicit Vice to Legal Business.† 48). However, the resultant issue is that the police force and courtrooms are burdened with numerous prostitution cases they have to address, and finally, have very little or no impact at all on the case of prostit ution in the country. The prostitutes and their clients are always set free after paying their fines, and so they go back to the streets to continue with their business of prostitution. Therefore, the approach of catch and release employed by the legal system to curb prostitution has never worked nor has it registered any alleviation in the prostitution level in the country (Lehman & Shirelle 88). According to Weitzer, the rate of prostitution has sharply increased in the present years. This increase is attributed to the role the

ETHICS AND FINANCIAL SERVICES Essay Example | Topics and Well Written Essays - 1000 words

ETHICS AND FINANCIAL SERVICES - Essay Example The asbestos inhaled by the workers during production caused asbestosis, chronic disease of the lungs (Upadhyay 2009). Asbestos is a mineral that is an extraordinary useful commercial property. It was used in construction sites, power plants, government projects and of most important was the building of ship. In fact, the James Hardie Industries (JHI) was known to have the largest labour force, which over saw its use in the production of fibre cement in Australia. Through this, workers started experiencing asbestosis after a certain period of time and complains arose on the claims for compensation for attracting the disease (Larson 1977) It was about this time that James Hardie faced a suit by the workers due to his ignorance on their pleas. His group sought to depress the issue by settling the cases through the establishment of a Medical Research and Compensation Foundation (MRCF), which was supposed to handle claims and payments of asbestos poisoning from its products. However those who were given the mandate to manage the research assumed a consistent position that the assessment of the asbestos liabilities at all the relevant times was adequate, with unrelated legal entity for which it had no responsibility (Sneyd 1994). Soon the foundation was rendered under-funded with A$293 million where an estimate of $2.2 B was required and this became a major public issue with the merging of various victim groups, politicians, and media personalities among other supporters who were pushing for intervention from the government. In response to their demand, an inquiry was set to investigate the Jack Hardie group. As a result, Larson 1977 argues that the MRCF was instructed by the government to offer adequate compensation for all the future asbestos victims who had worked at the James Hardie Industries (JHI). Due to extreme pressure from the government and the public, James Hardie

Hedonism in Terms of Philosophy Essay Example | Topics and Well Written Essays - 250 words

Hedonism in Terms of Philosophy - Essay Example How can hedonism claim to be a universal philosophy when its foundations are weak and merely transitory at best? An enjoyment of pleasure by the senses is at best temporary and as people age, their enjoyment of such pleasures diminish, in a case of diminishing returns. Is it a valid argument to claim hedonism when a person is already old or infirm? Further, a sense of pleasure is a very subjective matter, and what are the standards by which to measure it in its exact terms or magnitude? Can subjective feelings be accurate measurements when there is a plurality in all kinds of pleasures?. A more basic question is how hedonists can know for certain that there is no afterlife when no person has come back from the dead? Is hedonism able to claim that as an alternative lifestyle or philosophy of life, it is an epistemic normative theory that all people ought to believe in when others doubt its validity? Is pleasure the sole purpose of life or is man destined for other greater things in th e universe?Hedonism commits a so-called naturalistic fallacy. This means the claim of pleasure as something that is natural and therefore is right or morally correct does not always follow in the same line of reasoning of what is moral or ethical. This is the argument put forward by the philosopher George Moore who said that equating pleasure with something good, natural, desired or pleasant is a fallacy; the critics of hedonism had pointed out the senses are not intended for physical pleasures alone.

Selling Our Future - Sense of Place Essay Example | Topics and Well Written Essays - 500 words

Selling Our Future - Sense of Place - Essay Example This is mostly so especially in the developing countries like Kenya where land is scarce and the population is constantly growing (Brown, 2009). Economically the figures show that the economy of such a country is growing through the measure of GDP. However, if the trend in population growth being experienced continues then this would be like we are poaching from the future. This is because as it is currently, the resources are already at a strain as illustrated by Brown (2009) and in future then this GDP growth will start to decline. This greatly relate with me as an accounting student in that it helps understand how ecological factors affect the growth of economy. The Kenyan experience is an interesting one because surprisingly, in the past Kenyans have enjoyed good rich soils and rainfall patterns. This has however changed due high population that in turn has cleared a huge part of land that was previously forest cover for settlements. This has led to changes in rainfall pattern and drought occurrences are very common and thus hurting the country even more economically. This thus greatly relates to what Brown (2009) says that trees are very valuable in terms of rainfall and the environment in general. Land is viewed as a property that is mainly for economic gain and ethically there are no rules that guide the owners of the land on how to use it (Leopold, 1948). The conservation ethics should be steered to each and every person if the trend is to change for the better. The animals are also part of this population because as the human population increase, so is the animal population and this occupancy has led to less and less space available. This has caused the continuous the depletion of the lands and in the long run the economy. Like Brown (2009) expresses that the world’s economy behaves like a ponzi economy in that at a glance the economy may improve. This may be due to certain activities like excessive fishing where the lives of the

Adoption of new technology systems Essay Example for Free

Adoption of new technology systems Essay Health can be described as the state of physical or emotional well-being without necessarily the absence of a disease or any given ailments. Electronic Health Record, thereby, covers a wide scope in ensuring the electronic procedures through which the factors that lead to the health of individuals are ensured. This indicates that this practice involves the incorporation of technology such as the use of computers to ensure its implementation.                  In this research paper, therefore, one ought to undertake the role of a head nurse, and carry out the programs that will ensure the use of electronic health records system is incorporated in a facility. In addition, one ought to put his or her base of discussion in line with the Rodgers qualities that lead to the adoption of new technologies, especially in an organizational set up. This can, therefore, be discussed as follows:                  How to approach the present the Electronic Health Records to the nurses to win their approval            Nurses often play a greater role in ensuring the health care delivery to the patients, who in most cases seek medical attention. This owes to the fact that they put into consideration the patients’ issues from the moment they are registered to undertake treatment in a given facility. Furthermore, they are the individuals who make sure that the patients get proper and adequate treatment up to when they are discharged from the hospital.               Therefore, one way of presenting the Electronic Health Records system to them is by critically defining the roles they are to carry out. These run from the registration of the patients, admission procedures as in the case of patients’ illnesses, writing down of the nursing procedures. Other functions of the nurses include drug admission, dosage and their storage, carrying out of the minor surgeries and dressing of wounds.                As the Head Nurse in charge, I would clearly outline to the nurses their roles, and how the incorporation of the new electronic health record system would improve their daily activities in the delivery of healthcare. However, despite the advantages that are associated with the new technology, several cases of resistance can be noticed among the nurses. These can be in the whereby they mention that they lack the knowledge and the skills to use the methods and that it may consume their time, and lead t earlier retirement or even retrenchment of their jobs.               In such a given case, as a head nurse, I will ensure that they have adequate training on the use of the newly adopted system, and assure them that the only time they would be retrenched or dismissed from their duties would be on attainment of the retirement age. Moreover, I will ensure that new goals and objectives are set forth with the introduction of the systems to ensure a quality health delivery service. Furthermore, I would also provide some room for negotiation so that we come up with a system that will be favorable to all.               Applications as per Rodger’s theory, in the health facility setup.               The theory looks into the modes via which individuals can choose to adapt into a new system of technology, basing on the qualities that they possess. These include relative advantage/the benefits, compatibility with the current practices and the values, simplicity, trialability, and the results that are observed (the observable results). The relative advantage               In order to prepare the nurses for the implementation that is upcoming, I would ensure that the system will lay several benefits that will facilitate in the improvement of the existing one. An explanation that can be given to this is that, initially, the storage of the health records were done in a manual manner. Therefore, a lot of time would be taken to retrieve the information about the patients from the filing area, thereby leading to subsequent delays, and infectivity in the delivery of health care. Moreover, the loss of the files would be easier owing to their inadequate storage and management.               However, by the incorporation of the new technology, time taken to retrieve the information about the patients would be reduced due to their accessibility and efficient storage. This would in turn lead to faster and efficient treatment. These would also ensure that they are properly diagnosed with the diseases that they suffer from and reduce the excess costs incurred for example in the purchasing of their files. Compatibility with the existing values and practices               In the health setup, proper values need to be ensured so that the rights of the patients are not infringed on. These can be in line with the Nightingale Promises or laws, as in this case, for the nurses. Practices such as laboratory experiments and the observational routines, for example, recording of temperature, blood pressure tests, post natal and antenatal care too should be considered. As a result, in order for the nurses to adapt to the new systems, they need to understand how the technologies would be implemented as per the values and the practices. Simplicity               In the facility, several forms of resistance may arise due to the difficulty of the nurses to use the new methods as most of them may be computer illiterate. Therefore, there is need to use the simple models that they can be easily trained on and understand. An example of these may include the data entry forms like the use of Microsoft Office (Word and Excel) basically, before getting to the more complex ones. Others may include the measurements of the temperature and pressure of the patients using equipment that can easily detect the variables from one patient to the next.                TrialabilityThese can be carried out as part of the training procedures that are given to the nurses. Therefore, they can be granted some extra time to familiarize themselves with the machines, make several trials and mistakes, and eventually come to terms with the proper modes of handlement. Observable results                  In most cases, these will be evident from the institutions that have successfully installed and used the systems in place, and the progresses that they have made in relation to the admission of an adequate healthcare. Thus, these can be the referral and the national hospitals from where a variety of diseases are handled. The role of nurses as change agents in facilitating the adoption of a new technology                Nurses aid in the adoption of the new forms of technology by ensuring digitalization in the admission of healthcare. These can be in the form of the mobile clinics that reach far and wide, within and outside the country. Moreover, it gives them a wider scope to classify diseases according to the signs and symptoms thus they can relate to patients through mediums such as webcam or even Skype for those who may not be able to get to the facilities in good time.                      These can therefore help to reduce the costs that can be incurred as in the case of distant travels by the patients who are critically ill, for example the aircraft ambulatory modes, and reduce more damages that would be caused to the patients by the use of roads. Additionally, several modes of treatment too can be sought out for by the nurses in line with the researches that they carry out through the internet, thereby improving the lives of individuals. References Archer, N., Cocosila, M. (2011). A Comparison of Physician Pre-Adoption and Adoption Views on Electronic Health Records in Canadian Medical Practices. Journal of Medical Internet Research, 13(3), 65.Devkota, B., Devkota, A. (2014). Electronic health records: advantages of use and barriers to adoption. Health Renaissance, 11(3), 78.Mihalko, M. (2011). Cognitive Informatics and Nursing: Considerations for Increasing Electronic Health Records Adoption Rates. Journal of Pediatric Nursing, 26(3), 264-266. Peden, A. H. (2009). Factors affecting adoption of electronic health record (EHR) systems in United States Hospitals. New York: Mac Millan. Rogers, E. M. (1983). Diffusion of innovations (3rd ed.). New York: Free Press ;. Source document

Company On Cadbury

Company On Cadbury As a result of our report, we have come to discover that there are various forces that affect the environment that is Cadbury and Freddo Frog, including political, economical, socio-cultural, technological and legal. We have also discovered that there are many levels of competition which include generic competition, product competition and brand competition, as well as the situational and group influences and individual characteristics of consumers. Various market segmentation approaches were explored, and involved demographic, psychographic and behavioural market segmentation. The ways in which the brand is perceived and positioned was also explored and identified, and were illustrated through the creation of a perceptual and positioning map. Our report also explored the communication tools that were used within Cadbury for its Freddo Frog product, and evaluated the effectiveness of campaigns in reaching the consumers and communicating with the public. 2.1 Introduction: Cadbury is a multi-national corporation, which produces essentially chocolate and confectionary products and operates in more than 60 countries.(Callus Cutler). According to IBISWorld, Krafts Cadbury products have majority of confectionary market share of 49% (2010), which makes it an interesting company to study. With specific attention to the tween market of children aged 6-13 years old, Cadburys Freddo was developed and has been a great success as a childrens chocolate due to its popular brand identity, taste, and initiatives such as fundraising, interactive computer gaming and the fact that it is packaged as an appealing product. Cadburys popular brand identity and market share has such an impact on the Australian chocolate industry making the Cadbury Freddo an interesting topic to study. Part A will discuss the Cadbury brand environment and its impact on marketing initiatives for the product Freddo. That, political factors, economical forces, socio-cultural factors and legal factors all play a significant role on marketing Freddo. Part B will observe the generic, product and brand levels of competition that Cadbury has been involved in; the situational, group and individual factors that influence the consumption of the brand; and, the demographic, psychographic and behavioural characteristics of the Freddo product tween target market. This section will observe why people purchase Freddo, brand identity, the role of packaging and the changing demographics of Australian lifestyle to healthy eating choices. Part C examine how Cadbury wants its product Freddo and its associated brand perceived by its target market and how the target market perceive Freddo and Cadbury. This will include the positioning statement that: Cadbury Freddo is aimed at ‘pre-teen children and their parents who only want to spend a couple of dollars on a small chocolate as an inexpensive treat or reward for good behaviour (Cadbury 2011). This section will show positioning and perception maps for the Freddo target market. Part D will explain the various tools that Cadbury has used to communicate its desired position to its tween market and will describe a communication campaign with specific reference to this market. This report will observe, as Cadburys Australia and New Zealand Managing Director, Mark Callaghan recognises, that Cadbury has been a big part of Aussies lives for almost 90 years, and underpinning this relationship has been the unbeatable taste of our chocolate and the affinity people feel for our brands† (Ellis 2010). 3.1 Part AKaitlin Ramsay (3863803) Cadbury is a multi-national corporation that operates in more than 60 countries, and employ over 46,000 people (Callus Cutler, 2010) As such an internationally renowned and utilised company, Cadbury is thus subject to many major forces within the business environment that affect and impact upon their marketing initiatives. These forces political, economic, socio-cultural, technological and legal forces. The political factors that can affect an organisation and its initiatives are the laws and regulations that the Government can impose, as well as the political stability of a nation, or indeed, the world. (Elliot et al, 2010, pg. 48) In the case of Cadbury, forces that have affected its environment include the Childrens Television Standards 2009. This meant for Cadbury that there were now advertising restrictions in place that negated them from being able to advertise their product, in any way that may mislead or deceive children, and must be perfectly clear and understandable for a typical child (Australian Government, 2010). This means that Cadbury and their marketing initiatives of Freddo Frog must adhere to these restrictions, and be careful about that way they promote their product to children. In promoting Freddo Frogs to children, they must also not promote HFSS (High fat, salt and sugar)(Hackford, 2010). Consequently Cadbury has to focus on sensible and appropriate ways to market Freddo Frogs to kids, that doesnt infringe upon these impositions. On the other hand, parents can now be more comfortable about the fact that their children are less likely to be targeted in deceptive marketing tactics that encourage kids to consume unhealthy products. This initiative is also helping to contribute to creating a healthier lifestyle for all Australians. The Economical forces impacting upon the environment of Cadbury and its product, Freddo Frog, include interest rates, income levels, levels of inflation and the level of unemployment (Elliot et al, 2010, pg. 49) One of the foremost impacts upon all companies throughout the world was the Global Financial Crisis. This caused an increase in interest rates, a rise in inflation, high unemployment and a lower income.An increase in interest rates may lead to an increase in prices for consumers; which in turn can negatively affect sales, as people during times of financial difficulty, may be reluctant to spend more money. A rise in interest rates may also cause a change in demand for products—which in this case, would mean a decrease in demand. It also means less capital for Cadbury—which may lead to the possible retrenchment of workers due to the inability of Cadbury to support a high number of employees. The impact of these economical forces mean Cadbury needs to focus on effectively utilising their resources during times of financial obscurity. This may mean spending less money on marketing, and more on other areas of production, as there is less capital to spread around to all areas of the company. Cadbury may be more productive and efficient in these times as they are forced to consume their resources in a cost-efficient manner. An interesting fact is that although people are less likely to buy luxury goods during times of hardship, Cadburys sales increased by 2% in 2009 during the GFC, as people bought chocolate as a source of comfort food (Despuez, 2009). Looked at from this perspective, it can be concluded that Cadbury may not have to be as concerned as one would think when people are financially inadequate, as chocolate becomes a popular product during such times. The Socio-Cultural factors that affect Cadbury and its Freddo Frog include the culture, values, attitudes, beliefs and trends of the public (Elliot et al, 2010, pg. 50). In todays society, there is an increasing trend towards video games and similar technology for younger people, as well as gravitation towards initiatives that are â€Å"green† or considered ethically responsible. In addition there is an ever-increasing importance placed on the social aspect of schooling—in terms of acquiring the latest trends in order to â€Å"fit in† with the other kids, whether this is with clothing, books, toys, food and drinks. These forces that affect the youth today mean Cadbury must integrate and take into account such factors when establishing their marketing initiatives. As a result of the increasing use of technology and computers amongst young people, which is now a generational characteristic, Cadbury introduced the Internet game â€Å"The Adventures of Freddo Frog†(2010). The exciting and interactive nature of the game enticed younger people to partake in the game, and has made the product increasingly popular for young people. Modern society values the idea of contributing to a cause or initiative that helps achieve something positive. People also like the idea of being associated with something that is ethically responsible, and Cadbury has achieved this through their Fairtrade Scheme â€Å"Which seeks to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade(Cadbury, 2010) The fact that Cadbury is so invested in their Fairtrade scheme creates a positive image for them and all of their products, including Freddo Frog. There is an element of trust that Parents value and respect, and thus are more likely to buy Cadbury products for their children, due to their belief in the brand and its ethics. The social aspect of schools also impacts upon the nature of marketing initiatives of Cadbury and their products like Freddo Frogs. The fact that a child may be considered â€Å"cool† if they are associated with a chocolate that has its own representative game (The Adventures of Freddo Frog) means social factors are important for Cadbury. Cadburys success in the creation of the game is a result of their marketing initiative in the form of Internet gaming for kids. On the other hand, the fact that importance is placed on what kids bring to school is not exactly a healthy lesson to learn for kids, and the idea that food choices is incorporated into this is also not ideal, as kids may consume more than is necessary to achieve the desired social outcome. The technological forces that may affect the company environment include whether the technology can be used for innovation, whether distribution or communication can be improved using technology, the accelerating use of technology and the better standard of quality of products due to technology (Elliot et al, 2010, pg. 50). Technology is what has allowed for the creation of the online games, and is essentially the innovative tool used to create more interaction between children and the Cadbury Freddo Frog brand. The communication improvement between children and Freddo frog is essentially due to the improvement in technology over the years (Cadbury History, 2009). Not only has the increase in computer technology been ideal for Cadbury, but also production technology, as it has allowed for considerable growth and success for Cadbury and thus, Freddo Frog. The improvement in technology has allowed Cadbury with its Freddo Frog to compete again with Kinder Surprise. For a time, Kinder was dominating the market for childrens chocolates, as the toy inside the chocolate was very popular amongst kids. The introduction of the online Freddo Frog game however, allowed Cadbury to take back its reign as the top confectionary company. The fun and interactive nature of the game is contributed to making the product so popular. The ever increasing use of technology by Generation z (otherwise known as Generation @) means that Cadbury are reaching their target market in the most ideal and popular way. And the more and more children that use the Internet, the larger the chances are they will come across the Freddo Frog Adventure Game, and the likelihood of their buying the product (or their parents for them) increases. Although, on the other hand, kids are now spending more time in the virtual world of computer games, interacting with characters that dont exist, instead of being outside playing games and interacting with real people. Legal forces are a facet of the business environment that always has a large impact upon companies, as they essentially govern and direct the actions of a company, with laws and regulations (Elliot et al, 2010, pg. 51). These come from industry bodies such as the Advertising Standards Bureau and the Australian Competition and Consumer Commission (ACCC). Companies, including Cadbury, must comply with laws and regulations such as the Fair Trading Act 1987 (NSW), the Competition and Consumer Act 2010, and the (Goods and Services Tax) Act 1999. These Acts essentially ensure that Cadbury acts in a fair manner, in relation to trade, production, workplace environment, employee treatment, taxes etc. As well as ensuring they comply with industry regulations to not deceive or mislead, or have the intention to deceive or mislead consumers, or behave in a way that does not adhere to any standards set by these regulatory bodies. The Australian Competition and Consumer Commission (2011) is responsible for dealing with matters in relation to competition, as well as the enforcement of the Competition and Consumer Act 2010. They are concerned with different areas including dealing with customers, dealing with other businesses, the running of the business in question, industry codes of conduct and professions competition. The ASB deals with issues including â€Å"use of language, the discriminatory portrayal of people, concern for children, portrayal of violence, sex, sexuality and nudity, and health and safety.† (NSW Government) There are more Commissions and Boards such as these that businesses have to be concerned about, although these are the most important and recognized. As such Cadbury has to market its product, Freddo Frog, and conduct business surrounding this product, in such a way that it does not mislead or deceive (neither parents/adults nor children), does not falsely misrepresent the product, and does not infringe upon any of the other aforementioned criteria for business conduct in relation to the Trade Practices Act, or the Fair Trading Act (ACCC, 2011). This will impact upon Freddo Frog, as they will be a legally responsible and trustworthy company, that can be relied upon by both consumers, suppliers etc. to produce a product that markets itself using only the approved methods. If a company is legally sound, they are generally thought to be an ethically/socially responsible entity as well. 3.2 References: Australian Government, 2010, Advertising to Children, accessed 26/4/11, http://www.acma.gov.au/WEB/STANDARD/pc=PC_91814 Australian Competition Consumer Commission 2011, For Consumers, accessed 28/4/11, http://www.accc.gov.au/content/index.phtml/itemId/815215 Australian Competition Consumer Commission 2011, For Businesses, accessed 30/4/11, http://www.accc.gov.au/content/index.phtml/itemId/815214 Callus, A, Cutler, D, 2010, Fact box: Cadbury vital statistics and history, accessed 26/4/11 http://www.reuters.com/article/2010/01/19/us-cadbury-factbox-idUSTRE60I1Jh30100119 Elliot, G, Rundle-Thiele, S Waller,D 2010, Marketing, John Wiley Sons Australia Ltd, Milton Queensland Cadbury 2011, Fairtrade Certified Cadbury Dairy Milk hits Australian shelves, accessed 27/4/11, http://www.cadbury.com.au/About-Cadbury/Fairtrade.aspx Cadbury History n.d., accessed 28/4/11, http://www.bizaims.com/coffee%20break/curiosities%20events%20funny/cadbury%20history Competition and Consumer Act 2010 (Cwlth) Despuez, N 2009, More People Buy Chocolate Amid Recession, Cadbury Sales Up, accessed 27/4/11, http://www.startupbizhub.com/more-people-buy-chocolate-amid-recession-cadbury-sales-up.htm Fair Trading Act 1987 (NSW) Hackford, C 2010, Sugar and Spice and All Things Nice: Advertising to Children, accessed 26/4/11, http://www.advertisingcompliancelaw.com/articles/hfss-foods/ NSW Government 2010, Fair Trading-Advertising, accessed 30/4/11, http://www.fairtrading.nsw.gov.au/Businesses/Advertising_and_marketing/Advertising.html 2010, The Adventures of Freddo and the Time Machine, accessed 27/4/11, http://www.freddo.com.au/ 4.1 Part B Madelin Robertson (3665926) Through effective marketing, Cadbury needs to make sure that they provide their target market with greater value then their opponents on different levels of competition. Cadbury works on the ‘Generic competition level by identifying that its consumers have alternative ways to meet their product needs and that this same want or need can be satisfied by substitution with quite different products (Elliot, G, et al, 2010, p.46). Today the market is highly competitive and companies are now competing against other segments of the marketplace with products such as snack foods, cakes, cereal and biscuits (IBISWorld 2010). These products are sometimes obtained at a cheaper price or offer more value for money. Cadbury aims to avoid generic competition by effective marketing of Cadbury chocolate and Freddo products to give them a prestigous and trusted image that is reasonably priced. Cadbury promote that the taste of its chocolate is superior to other common chocolate brands, that it is more enjoyable to eat compared to items such as biscuits, and that its price is similar if not reasonably priced compared to other confectionary and sweet products. ‘Product competition describes products that are broadly similar but have different benefits, features and prices that distinguish them from competing products (Elliot, G, et al, 2010, p.46). Cadbury chocolate and Freddo compete with a wide variety of confectionary products and children confectionary products in the Australian confectionary industry. Many of these products are chocolate or sweet based so they vary in flavour and product type. Some examples of products which Cadbury compete against are: Jelly lollies, hard boiled sweets, chocolate products, fine chocolate products which could all satisfy a consumer in the confectionary industry. According to IBISWorld in the confectionary industry Krafts Cadbury products have majority of confectionary market share of 49.1% (2010). Like other confectionary brands, Cadbury need to be innovative and differentiate their products, keep prices low and maintain their popular brand image to sustain consumer consumption through changing consumer tastes and dietary trends, for example, a price rise in chocolate may persuade consumers to switch to sugar-based confectionary instead (IBISWorld 2010). Cadbury contends with ‘Brand competition where many of its products are similar to other chocolate brands that offer the same benefits, features and price to the same target market. Childrens chocolate products such as Ferreros Kindersuprise, Mars Mars bar, MMs, and Nestle Smarties all target the pre-teen chocolate market in Australia. To emphasise brand image and acquire market share Cadbury works with initiatives such as supporting and sponsoring community events, fundraising initiatives and sporting groups, where Cadbury products are promoted and recognised within different communities and age groups (Cadbury 2011). Online, Cadburys Freddo interactive computer game, which children can play, helps to create demand for the product and give it a fun and prestige pre-teen confectionary brand identity over its competit ors (Cadbury 2011). Cadburys Australia and New Zealand Managing Director, Mark Callaghan recognises that Cadbury has been a big part of Aussies lives for almost 90 years, and underpinning this relationship has been the unbeatable taste of our chocolate and the affinity people feel for our brands† (Ellis 2010). Cadbury also uses individual branding of its products to give them their own identity and position in the marketplace, to reach its market segments, and to avoid confusion with other product brands. Situational influences are the circumstances a consumer finds his or herself in when making purchasing decisions. According to Elliot, principal situational influences may be classified as: physical: the characteristics of the location in which the purchase decision is made; social: the interactions with others at the time the purchase decision is made; time: the time available for a purchase decision; motivational: the reasons for the purchase; and mood: the mood of a person at the time of the purchase decision (et al, 2010, p.104). Confectionary items usually constitute an impulse purchase that is unplanned or spontaneous. The strategic presence of chocolate and confectionary in stores such as at the grocery store checkout or a vending machine signify purchases that may not have been considered or planned (IBISWorld 2010). Due to the nature of impulse buys, customers will not pay high prices for the items they did not originally intend to purchase so products such as Cadbury Freddo is relatively cheap retailing at around $1. In the current economic climate, high retail prices for children items such as toys may lead parents to buy cheaper items such as Freddo (IBISWorld 2010). When buying chocolate for children it is usually purchased as a reward for good behaviour or celebration. A retail outlet must have pleasant surroundings and be strategically placed to influence consumption. Group influences â€Å"comprise social factors (the influence of other people) and cultural factors (the influence of the values, beliefs and customs of the persons community)† (Elliot et al, 2010, p.106). The culture, subculture and social class of a group of people greatly influence buying behaviour. Increasing technology and production techniques, marketing techniques (such as interactive computer games) and environmentally friendly packaging, play a role in consumption of products and Freddo (Cadbury 2011). Cadbury has recognised the difference in generation gaps and has moved to consider this. Freddo uses modern pictures, symbols colour, packaging and a fun and happy image of Freddo to create consumer interest and to target its younger market. Cadbury promote its products as a friendly brand that is associated with family whilst being widely recognised and trusted. Freddo is also reasonably priced available to majority of the population. Many children and parents learn fr om others that Cadbury is a respected chocolate brand and identity that families enjoy and often pass this knowledge directly onto others, or indirectly by others observing use of the product. Individual factors relate to personal characteristics such as demographic factors, lifestyle and personality, and individual psychological characteristics such as motivation, perception, beliefs and attitudes and learning (Elliot et al, 2010, p.118). Individual motives such as hunger, to satisfy self with something sweet, or a treat for celebration are seen with the purchase of Freddo, however purchase of the product has been identified to impulse purchase (IBISWorld 2010). Cadbury aim to work on an individuals perception by shelving space (usually low or at eye sight where it is easy to see and reach) and packaging which shows bright and colourful tones, stylistic cartoon image of Freddo (which relates to children), legible writing, and the purple trademark colour of Cadbury which is widely acknowledged and brings consumer awareness. Cadbury ads reflect that its chocolate simply tastes good and uses this as a key element to marketing their product. The fact that Cadbury Freddo comes in a variety of flavours (strawberry, peppermint, dairy milk, top deck, white chocolate, rice crisp and caramello koala) also targets individual wants and taste and therefore targeting a wide range of people (Cadbury 2011). Although many people carry the belief that chocolate is not a healthy lifestyle choice, the new portion sizing and Freddo sizing is a well thought approach for children in todays lifestyle. The demographic segmentation of the target market is based on demographic variables related to the vital and social characteristics of populations such as age, education and income (Elliot et al, 2010, p.177). Cadbury Freddo are focused on the tween market segment (children aged 6-13) Generation Z and the parents of this generation, Generation X, for product consumption. Generation Z, the digital and technologic generation, present an age where children are typically focused on the internet, video games, social networking and mobile phones, hence earning the title digital natives (Elliot et al, 2010, p.177). The parents of Generation Z, Generation X, are also included in the target marketing of Freddo as these individuals are usually the ones who purchase the product. The economic climate of the Global Recession saw a dramatic fall in spending as unemployment grew, however consumption of chocolate and confectionary sustained according to IBISWorld as â€Å"consumers choose to indulg e themselves in inexpensive, ‘feel good luxuries such as candy and chocolate, in an attempt to ease more pressing concerns such as mortgage or loan repayments† (2010). The changing demographic of the average Australian household due to an ageing population and regulatory constraints are which are increasing in relation to product labelling, food safety and advertising may also put pressure on manufacturers. Psychographic segmentation is based on the psychographic variables of lifestyle, motives and personality attributes (Elliot et al, 2010, p.178). Increasing health awareness and lifestyle factors today majorly influence consumer consumption, as many people are aware that ‘junk foods are contributing to the increasing obesity rate in Australia and around the world. People are aware of the health risks and problems for themselves and their children and so aim to promote a healthy lifestyle through a balanced diet, exercise and health education. Because of the awareness between obesity and heart disease, and concerns about dental health, parents are less likely to buy chocolate products for their children, instead resorting to healthier food options or smaller portions (IBISWorld 2010). The growing popularity of low-fat diets are having an adverse effect on chocolate sales, whilst the opposite is happening for confectionary promoted on a healthy platform such as sugarless candy and gum and healthy substitute products such as snacks, cereals, nuts, yoghurt and fruit have seen a rise in demand (IBISWorld 2010). Organic products and dark chocolate are seen as a healthier option due to antioxidant content. The ethical consumer has influenced the shift towards sustainable methods of production with an emphasis on fair and equitable trading conditions and preferring fair trade chocolate brands. The behavioural market segmentation is based on actual purchase and/or consumption behaviours towards particular products and their variables, which include benefit expectations, brand loyalty, occasion, price sensitivity and volume usage (Elliot et al, 2010, p.181). As well as being the leading chocolate brand, Cadbury has been rated the most popular grocery brand of Australians in the Nielsens Company Top 100 Brands report (Ellis 2010). Many Australians are loyal to Cadbury products as they are a trusted brand with a popular identity. Parents know they can trust the quality of Cadbury products and that it will meet with their expectations. Typically parents with tweens, and tweens themselves are at the end of the purchase volume for Cadbury Freddo products (Cadbury 2011). It is a cheaper option then more expensive brands such as Lindt or Fererro products. The seasons, time of day and the scheduling of special events such as Easter, birthdays, and Christmas, influence confectionary consumption. Chocolate sales tend to be higher in cooler months (IBISWorld 2010). 4.2) References Cadbury Fundraiser accessed 04/05/11, http://www.fundraising.com.au/. Cadbury 2011, accessed 04/05/11, http://www.cadbury.com.au/. Freddo, accessed 20/04/11, http://www.cadbury.com.au/Products/Pre-teens-Confectionery/Freddo.aspx. Elliot, G, Rundle-Thiele, S Waller, D 2010, Marketing, John Wiley and Sons, Australia. Ellis, D 2010, Cadbury Named Australias Most Popular Grocery Brand, accessed 25/04/11, http://www.cadbury.com.au/About-Cadbury/News.aspx?newsID=133. IBISWorld Chocolate and confectionary manufacturing in Australia 2010, accessed 0 3/05/11, http://www.ibisworld.com.au/industryau/ataglance.aspx?indid=110. The nations favourite chocolate: Now Fairtrade Certified and on shelf throughout Australia, accessed 25/04/11, http://www.cadbury.com.au/About-Cadbury/News.aspx?newsID=134. Working together to make a difference in the community accessed 20/04/11, http://www.cadbury.com.au/Cadbury-Community.aspx. 5.1) Part C Tamara Nicol (4067137) In order for a product to be bought and ultimately perceived, evaluated and repurchased by the customer the business must first position the product so it is made available to the target market. Positioning involves how the brands name, logo, slogan and design are used to create a perceptual image of the product in the consumers mind. The product must be positioned so that customers who need, want and demand the product can have access to it and hopefully purchase it. Positioning is a very important element of target marketing as it decides how the customers will perceive the product and it requires a close understanding of the product, market and competitors. Positioning will determine whether the customers purchase the product, enjoy the product, if it meets expectations and whether they have a good experience with the product and plan of making a repurchase (Elliot et al, 2010). Perception is an outcome of the positioning. It is a psychological response to diverse stimuli. It includes the persons sensory experience, that is, smell, taste, touch, sight and hearing (Elliot et al, 2010). The consumers perception of the Cadbury Freddo would involve a variety of senses. People will evaluate this product on the grounds of, most importantly, taste but also smell and looks, if the packaging and actual product is aesthetically pleasing. Cadburys official website has the Freddo Frog filed under â€Å"Pre-Teen Confectionery† as the product is aimed at younger children, the product must be positioned towards the children as well as the parents or care givers who will most likely buy the product or give the child permission to buy it themselves (Cadbury, 2011). Cadbury implements positioning strategies in order to influence the consumers perception of the Freddo Frog. The Freddo Frog is sold in many stores country wide including supermarkets, petrol stations and corner stores (Observation). By doing the Cadbury positions the product as accessible and popular. Cadbury would like the Freddo to be perceived as at treat but also something that can be enjoyed frequently for a low cost. As a Freddo review states, â€Å"There are two reasons for cheapness; Number One so that children can afford to buy said treat with their pocket money and Number Two so that when children are harassing their mothers for sweets in the supermarket they can hold up the product and their mothers will give in because it is so cheap. Cadbury has such a product in the form of the Freddo.† (Ciao, 2004) Cadbury wishes for the Freddo Frog to be seen as a snack or treat that encourages children to buy it or pester their parents to buy it for them. As unhealthy products aimed at younger children