Creative Brief Template (IMC Brief) Essay

1Marketing Objectives The brand’s marketing objectives such as share or volume goals, summary of market situation, key competitor activity, marketing issues and challenges. H&H’s successful brand image and channel development resulted in an over 60% market share in Taiwan and around 20%-70% of market share around the world. Marketing issues and challenges faces within the company and the brand darlie.For them to keep ahead in the ever-changing market, and continue its expansion plan, H&H-CP needed a complete channel strategy. Specifically, it wanted to, further increase the volume of purchase by the channels, and completely edge out competitors. The challenges face within the brand is the protray of racism to the black and religious commuity which H&H have been trying to change its packaging and its brand darkie to darlie. However until date, the logo of the toothpaste still exsist which cost a stir to the community and also the market as many people will boycott the product. Build a strong, technology-superior channel management system without disrupting the existing one. Their competitor includes, pearlie white, sensodyne, Kodomo and systema. These are the leading competitor that have been significant in the singapore market. 2Communication Objectives What the communication needs to accomplish (e.g. change awareness, attitude, opinion, consideration or perception, etc†¦ including quantitative measures, what consumers are expected to think, feel or do. The Hawley & Hazel Group is a reliable and trusted manufacturer of high quality oral care products, including the world-renowned Darlie brand of toothpastes and toothbrushes. Established in 1933, Hawley & Hazel has enjoyed a long history as one of the most respected and recognised oral care names in Asia. Darlie toothpastes and toothbrushes are a firm family favourite for generations of consumers across the region. It is our goal to give our consumers a healthy and sparkling white smile, enabling them to feel attractive and confident, wherever they are. The Hawley & Hazel Group’s commercial efforts have attained significant success, and Hawley & Hazel’s toothpaste products, sold under the Darlie brand, are a bestselling household name throughout the region. Today, Darlie toothpaste is one of the market leaders in China, Hong Kong, Taiwan, Singapore, Malaysia and Thailand, synonymous with clean white teeth and a confident smile everywhere. 3Corporate and / or Brand Positioning Taken from the corportate and / or brand line brand positioning. Includes target market, frame of reference, and the single relevant differentiated benefit (â€Å"RDB† – key benefit). The target market of darlie are most people young and old in the asia region as the leader in oral health care bringing healthy teeth and fresh bright smiles to families and individuals. However due to the racism case they have stop all sales in the USA and some parts of the world as they might be sued or even boycott by the people which racism is highly regarded in the country. 4Brand Character The key phrases or terms which describe the personality the brand should consistently portray. They are dedicated to developing and manufacturing leading edge oral hygiene products that harness the latest technology and some of the most state-of-the-art ideas in the industry. It is our goal to give our consumers a healthy and sparkling white smile, enabling them to feel attractive and confident, wherever they are. Unique fresh-tasting Darlie is your trusted brand in oral health care. It stands for healthy, clean white teeth and a fresh mouth, keeping you attractive and confident wherever you are. 5Target Audience Profile Demographics, psychographics, lifestyle and behavioural description of the target audience (eg, first time buyers, cautious buyers, brand loyalty status etc), that leads to a key consumer insight, the single most important observation on how the target relates to the brand or category. The Demographics of targeted customer are situated in the asia pacific region as the darlie sales in U.S have sparkled debates over the brand for many years even though H&H have been trying to change the perception of the people regarding the brand. Age group will be people around the age of 11-50 as darlie has come out with flavours of fresh mint only which does not entice the young to use it and purchase it. The psychographic target audience will be customers that know chinese as H&H have been trying to change the name from darkie to darlie however the chinese name remain the the chinese populated countries where people are aware of the brand for years already. The change of name in chinese populated country will bring down sales as they have been accustom to it for many years. 6Main Message / Communications Focus The most important message that must be communicated, expressed in consumer language. Must be single minded and linked to the the single relevant differentiated benefit (RDB). During the early days of darlie, they only produce normal tooth paste with one or two flavours to meet the needs of asia communities that are just progressing within their country. Therefore there are not much variation in the benefits it have and they do not look into the different problem faced by people having other oral problems. Now they have shifted towards different tooth care that entice young adults to puchase example whitening product and also products that help with sensitive tooth. Many of the advertisment were taiwanese actors as 80 percent of Taiwanese used Darlie as their toothpaste. 7Support / Permissions to Believe Key attributes that support the communication focus, reasons why the target audience can believe RDB will be delivered. Can be rational (product claims, features, technologies etc) or emotional (reputation, heritage, historical equities). For what I can see most advertisement are made using asian stars, this shows that they are trying hard to communicate and focus on asian to buy their products. Thats the reason why I believe they have successfully targeted the audience within their regent. They also seperate their product according to different kinds ranging from sensitive tooth to whitening. Different product have different advertisment to communicate with the target audience which are interested in the various products. Their packaging have also help customer recognise their product easily as they are more vibrant and always glow and get notice by customers easily. 8Current Audience Attitudes / Perception / Behaviour Relevant attitudes, behaviours and perceptions that need to be changed or will filter the key message (Use substantiating research where possible). Many singaporeans have potrays and naturally refered as colgate to toothpaste. With this statement, this proves that colgate has a very successful marketing communication to the consumers in singapore. This will further hinder in the sales of other brands of toothpaste as consumer always will think of colgate first when buying toothpaste for their own use. Whereas for Darlie, the brand name has been there more many years, but they are popular in the asia regent as chinese customers have always name it as darkie 9Desired Target Audience Response What they should think, feel and act after exposure to the communication. The promotional mix along with the advertising must be changed to reflect a more positive image of the product brand. Sales promotions, advertising, public relations, and personal selling efforts must be pursued to recapture market share and growth in the future. A reactive strategy is not the solution however a more proactive approach should have been pursued by management. These types of issues must be pursued and anticipated to accommodate the needs of the consuming public. 10Communication Evaluation How will the audience response be measured or evaluated (Detail research process and timings if relevant)? Every actor that have come out for the advertisement for the darlie are respectable figures with nice white teeth which is able to convince individual into purchasing the product which have been for many years in the industry. Successful new products driving the share gains include Colgate Total Professional Clean, Colgate Max White, Colgate Sensitive Enamel Protect and Darlie Sensitive Gum Protection toothpastes which consist of 18% of market shares around asia as cited in (http://investor.colgate.com/releasedetail.cfm?ReleaseID=380743&ReleaseType=Earnings) during year 2009. 11Executional Manditories Executional requirements, elements that should or should not be shown. Covers anchor line, copy and/or visual treatment, cultural issues, language, body styles, legal constraints, specific management concerns etc. The things darlie should look out for is to try to avoid or rather change the perception of the brand slowly as many people have protest on the name of darlie and slowly enter the market in the US and the UK so to enhance maximum profit and capability of the product. They should also stop using the word black man tooth paste in the all chinese advertisment, to avoid further complication with the law. 12Budget Creative, Media, Production etc. Detail inclusions and exclusions. Emphasise that concepts that cannot be produced within budget should not be presented.

The Importance of Traditions in A Rose For Emily and The Boat

The loss of tradition is a sub theme in both short stories, A Rose for Emily by William Faulkner and The Boat by Alistair Macleod. In the former, the loss of tradition is seen by Miss Emily losing her way of life in the old South. In the latter, the boat is the tradition for the story. The tradition is lost as outsiders come in and the daughters leave with the effeminate strangers and abandon the community and the cherished way of life of their mother. However, this tradition represented by Emily’s house and the boat gradually disappears in both stories. To be specific, first, the house that Emily lives in is the symbol of tradition for the story. The house in the story is still standing, but is surrounded by industrialization is a†¦show more content†¦Consequently the mother is left with no boat to attend to, metaphorically, she is lost just as tradition, and the boat is lost. Specifically, the daughters moving out and leaving the community is a symbol of the loss of tradition in that women stay home and run the house as the men run their boats. The women would have lunches ready for the men as they make their way down to the piers and set out for a day of fishing. In winter, the boat would still pay a pivotal role in the community as lobster traps are needed to be sown and mended. However, this tradition is lost since the daughters move out of the community with the outsiders that would come each summer. Even children start to ignore the boat for books and freedom from the hard life from the sea, which represents the final loss of the tradition in the community. Along the same line, in A Rose for Emily, the loss of tradition is demonstrated by the industrialization around the area of Emilys house in Yoknapatawpha County. The once prominent street has been displaced with cotton gins and garages have encroached and obliterated the once most selected streets. Also, the house and its features are out of place and forgotten much like that of the traditions of the time period that the house was constructed and lived in. The shift from the working tradition on the farm and household duties has shifted to the more industrialized working environment.Show MoreRelatedOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesand decolonization—they cover in depth the defining phenomena of that epoch, which, as the essays demonstrate, very often connect in important ways with these and other major developments. The opening essays of this collection underscore the importance of including the late 1800s in what is best conceived as a â€Å"long† twentieth century. 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One way isRead MoreLogical Reasoning189930 Words   |  760 Pagesmention the word â€Å"declarative.† Also, we usually don’t use the word â€Å"logically.† ────CONCEPT CHECK──── Create two sentences about basketball that are inconsistent with each other. ────5 Examples of Good Reasoning So far weve explored the importance of reasoning logically in situations that require a decision—either a decision about what to do or a decision about what to believe. Along the way weve introduced a variety of rules of thumb for good reasoning, that is, high-quality reasoning

Linguistic Analysis of a Passage from Both the “Miller’s...

In a linguistic analysis of a passage from both the â€Å"Miller’s Tale† and the â€Å"Man of the Law’s Tale† of Chaucer’s The Canterbury Tales, focus on the lexicon and the word-formation processes utilised, and consider how far it is representative of its period. Introduction: Geoffrey Chaucer’s The Canterbury Tales were written in Middle English during the 14th Century, the period after the loss of Old English inflexions and before the standardisation of spelling due to the introduction of the Caxton printing press. Chaucer wrote during the years in which foreign loan words were fully integrated into the English vernacular as a result of invasions such as the Norman Conquest of 1066, the developing trade routes, and the expansion of learning†¦show more content†¦The Miller’s Tale (Fig. 2) only makes use of 34% of foreign loans as opposed to the Lawyer’s Tale who uses 45%. Thus, resembles the character of the Lawyer who has access to specialist terminology involved in justice and court. The Lawyer uses 9% more vocabulary from French origins than the Miller (including 2% ‘French’); perhaps this is Chaucer attempting to place vocabulary so that it portrays the character using it. However, a conventional Miller may n ot be prone to using as many foreign loan words as Chaucer establishes, the concentration of foreign words seems high. An explanation for this is that Chaucer himself was an influential player when it came to the utilisation of foreign loans, and it is considered that he allowed such language and words from other origins to become accepted and part of the natural vernacular having had direct contact with the French language ‘living on the fringes of court and involved in legal and administrative work’. Through this it channelled into the vernacular of the elite, due to them having access to the language; and this explains the Lawyer’s ability. Furthermore, French was regarded as the more prestigious languages and therefore the residents of English emulated this French as aspiring social climbers, thus it infiltrated the language in more prestigious areas where the high class congregated, e.g. in the areas of government, food and fashion. The influx of French loan s is credited to the Norman Conquest which

The Morality of the U.S. Bombing Hiroshima - 1348 Words

The Morality of the U.S. Bombing Hiroshima On August 6 and 9, 1945, the only atomic bombs ever used in warfare were dropped on the Japanese cities of Hiroshima and Nagasaki. The mass destruction and numerous deaths caused by those bombs ultimately put an end to World War II. Was this the only way to end the war, however? Could this killing of innocent Japanese citizens had been avoided and the war still ended quickly. This paper will go into this controversial topic. First, a summary of the events leading up to the bombing and the events that followed: With the end of the European war, the Allies focused their efforts on Japan. Though they were losing miserably, the Japanese continued to fight†¦show more content†¦The report was done by Col. Stafford Warren, Chief of the Manhattan Projects Medical Section. It showed that the potential for radioactive fallout from the test was an important concern. Fallout from the test exposed a family living 20 miles from Ground Zero to dangerous 4 levels of radiation. The radiation monitors were so concerned they asked permission to talk to the family to see how they feel (Schull 70). Dead jackrabbits were found more than 800 yards from zero. A farm house three miles away had doors torn loose and suffered other extensive damage. The light intensity was sufficient at nine miles to have caused temporary blindness. Several observers at 20 miles were bothered by a large blind spot for 15 minutes after the blast. It was determined that exposure to this light from 5 miles away would cause severe damage to the eyes. Thus causing damage sufficient to put the enemy out of action for several days if not permanently. This is if they survived, of course (Schull 77.) The next day Leo Szilard and 69 co-signers at the Manhattan Project Metallurgical Laboratory petitioned President Truman to not use the atomic bomb on Japan. This version of the petition is updated from the first one and comes at an appropriate time following the test on the dayShow MoreRelatedThe Destruction Of The War Essay1250 Words   |  5 PagesOn August 6th 1945, a U.S aircraft titled ‘Enola Gay’ flew over Hiroshima to drop the most infamous atomic bomb in history. This bomb instantly vaporized everyone within a 1KM radius of the drop point, leaving the rest to die slowly from lethal burns or poisoning. Then three days later, another devastating bomb was dropped on the city of Nagasaki. While there were no American deaths as a result, 200,000 Japanese citizens, mostly children, elders and women perished as a result of these attacks.Read MoreThe Cold War By Kenneth Rose s One Nation Underground1320 Words   |  6 Pagesnuclear bombings. The Cold War, in conjunction with the inventions of (total destructive) bombs, generated new dangers, fears, and morality issues among Americans, which led to further increased fears. 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The Impact of Rural Banking on Development Free Essays

THE CIVIL AND THE PUBLIC SERVICE DIFFERENCIES A public Servant is someone who does something that is in the best interest of the people. It can fit many different roles but is often used by politicians to describe them. A Civil Servant is someone whose job is to do government work, usually a bureaucratic. We will write a custom essay sample on The Impact of Rural Banking on Development or any similar topic only for you Order Now A civil servant or public servant is a civilian career public sector employee working for a government department or agency. The term explicitly excludes the armed services, although civilian officials will work at â€Å"Defence Ministry† headquarters. The term always includes the (sovereign) state’s employees whether regional, or sub-state, or even municipal employees are called â€Å"civil servants† varies from country to country. In the United Kingdom, for instance, only Crown employees are civil servants, county or city employees are not. Many consider the study of civil service to be a part of the field of public administration. Workers in â€Å"non-departmental public bodies† (sometimes called â€Å"Quangos†) may also be classed as civil servants for the purpose of statistics and possibly for their terms and conditions. Collectively a state’s civil servants form its Civil Service’ or Public Service. Two concepts of public servants and civil servants are very confusing in any study of public administration as both are very similar to each other. Not understanding the two concepts clearly is the reason why some students make the mistake of treating them as interchangeable, which is wrong as despite similarities, there are vital differences that need to be highlighted. One thing common to both a civil servant and a public servant is the fact that they are both officials in government departments, and though they are termed servants, they are actually bred and brought up to feel superior to common people. Both have an umbrella of security in the sense that their jobs are guaranteed, even if they are average or poor performers, and this sense of security makes them arrogant in their behavior towards common people. Technically speaking, a civil servant is as much a public servant as a bank officer, though the major difference pertains to the level of control each has in his hands. A civil servant is always a part of the administration, and is thus, a rung above other public servants. Even, a nurse working in a government hospital qualifies to be a public servant, though she cannot be compared to a district magistrate (DM) who belongs to the category of civil servants. There are huge differences in not just pay scales and salaries; there are different sets of rules and regulations in hiring and promotion for both civil servants as well as public servants. Civil servants are selected through Union Public Service Commission at the union level, whereas every state has its own Public Service Commission to select civil servants and press into service at state level. Those selected through UPSC can get postings in public departments all over India, and this gets decided at the start with the cadre they get. What is the difference between Civil Servant and Public Servant? †¢ Civil servants are a type of public servants. †¢ Both are labeled as servants, though they are administrators and officers performing various duties. †¢ There is a great difference in rules and regulations governing their hiring and promotion. †¢ Civil servants are a rung above other public servants. How to cite The Impact of Rural Banking on Development, Papers

On Operations Management of Uniqlo-Free-Samples for Students

Question: Profile an Organization of your choice and explain how the Concepts of Operations management apply to them. Answer: Introduction Uniqlo is a clothing brand which originated in Japan in 1949 as a textile manufacturer. It is an international brand with presence in 1000 and above stores in the world. With an aspiring objective of keeping up 5 trillion yen in deals by 2020, Uniqlo will be one of the 21st century's best associations to observe. The company has planned to develop itself as the principal outline retailer in the United States, with new stores opening throughout the country with the quick pace in recent coming years. Uniqlo has its own standing in the market which is recognized as a reliable brand. A continuous awareness of changes in trend, diverse variety and testing of traditions is benchmark achieved by Uniqlo. The focus of the report is on operations management of Uniqlo. 4 V analyses is undertaken to know the various dimensions of a brand. Thereafter 5 key operational objectives are discussed in order to describe its current structure of operational management. Uniqlo key issue like inventory and quality is discussed in detail. In last the recommendation to Uniqlo operations management team is analysed. 4 V's analysis of Uniqlo organization: The Four V's in the business operations of Uniqlo is described as follows: Volume dimension: The volume dimension of Uniqlo operations is the key factor to analyse how their business activities are organized. A good example of Uniqlo brand as they interact with their customers, know the daily promotions, faster transaction facility at the time of registration, clothes must be folded quickly[1]. The essential important thing to be considered in volume dimension is the repetition of the same process due to a similarity in process. Efficient staff and effectiveness in routine procedure add an important mark in volume. Economies of scale are achieved at certain price level and also the experience of doing the thing over and over increases the competitive advantage to the firm. Variety Dimension: Uniqlo offered a variety of items available with the selection of width and variety[2]. The brand made its products according to the demands and requirements of the customer. Uniqlo offers an efficient service with a wide variety and flexibility is which help in increasing the customer base. Recent examples of variety are the availability of 80 colors in polo t shirt available all time in stores of Uniqlo, Uniqlo premium jeans made up of selvage denim (unique cloth imported from the mill of Hiroshima) and many more practices shows their variety in products. Variation Dimension: The variation dimension of Uniqlo identifies styles within the product categories which do not have the tendency of going out of fashion and finding out ways to create levels of differentiation in these styles[3]. If Uniqlo has a high variation in demand than greater flexibility will be required by the company to achieve the required capacity level and fulfilling demands. The target will not only be on improving capacity levels but also changing capacity according to fluctuating demand level without incurring an extensive cost. More variation leads to low volumes in stores, incurring a high unit cost. Visibility Dimension: The visibility dimension refers to the consumer ability to watch, track their experience or request through the operations procedure. A superior visibility measurement helps Uniqlo to find out the bundle of customers or retail location where the customer's purchases product over the counter[4]. Uniqlo has made it convenient for all the clients through full-scale execution of web based sales. Operational performance objective Quality: Quality of a brand is more important than a specification. This objective defines how well a product in market performs according to its specification. The appealing features of a product, its reliability, durability and so on is also considered important while evaluating quality objective[5].The quality objective emphasis on the product desirability in the market amongst customers. This objective helps the company to standardize the quality of a product which is acceptable to customers. Speed: It defines the rate at which Uniqlo is generating sales and how often a product is delivered. Speed reflects how fast a firm gives responses to its customer requirement. Speed also refers to issues in the time required by Uniqlo to manufacture a product and develop a new product. Shifting by Uniqlo to digital marketing enables the company to speed up business cycle, and reduce production issues. This enables Uniqlo to deliver exact product desired by the customer and in expected delivery time. Speed is important internally as well in reducing inventory and risks. In addition, the speed with which item can be made and delivered to business sectors is directly connected with the speed with which items can produce money flow Dependability: It is a quality aspect describing reliability, certainty feeling, consistency related to products and production process. Dependability also leads to developing goodwill of a company. It adds important value in Uniqlo and has a direct effect on cash flow and profitability as well[6]. Dependability has two effects- internal and external. Internal has effects cost factor of Uniqlo and external effect is related to customer satisfaction with the brand. Dependability is easily measurable, unlike quality. It increases delivery speed of a company like Uniqlo Flexibility: Volume, variety, process and service/product are four dimensions in flexibility operation management. It is very crucial objective affecting various dimensions of business. Flexibility speeds up response time to customer and production department. It also saves the time of Uniqlo by helping in speeding in response time[7]. Uniqlo provides flexibility in the product by making available new and modified product each time. . Flexibility is also the ability to produce various products and services altogether without incurring a huge additional cost. Cost: It is one of the major operation objectives especially for companies where competition is cut throat. The above objective is achieved by cost advantage in the production process by cutting the operation cost of the product in order to keep competitive price while receiving the return on investment as well. If cost is managed properly then high quality, dependability, flexibility, and speed can not only bring external reward but also improve operation cost. Key issues in operations management: Quality management: Various customers will have distinctive demands, so a working meaning of quality is a customer choice. While considering quality layout, production and company itself must be given importance. In combinations of all measures, it starts with an evaluation of what the customers require, then making an elucidation of this information into distinguishing conclusions in which products of organizations should adjust[8]. Some of the outputs may be lower quality, loss in business, commitment, decreased benefit and increased costs. Regardless, extraordinary quality has particular expenses, like neutralizing activity, evaluation, and disillusionment. The most effective way to deal with issues related to defects is to settle them in one time when they arise. This will surely decrease the cost of good quality as time moves. Inability to meet quality issue is harming Uniqlo image, reputation or leads to negative feedback. In the manufacturing field, the nature of crude materia ls or equipment is influencing the entire assembling process[9]. Uniqlo is not removing is defects and loopholes on time, due to this incurring other potential expenses. The quality issue is incurring some as Uniqlo outsources its generation to accomplice production lines, quality control is difficult and a critical factor. Quality provided by Uniqlo is good but is not meeting the customers' expectations, as the price is very high. Uniqlo has the corporate social responsibility towards its society which it needs to adhere in order to grow and survive smoothly. As Uniqlo is not maintaining its quality of products it is facing extreme criticism in the market. Customer satisfaction must be a prior goal for Uniqlo to retain its customer market and to attain a competitive advantage over its competitors. Uniqlo business will decrease if the unsatisfied customer will do negative publicity regarding its product and services. Generally, a longer dissatisfied customer switches the brand and w ill not recommend other to use. The other dimensions of the product include performance, special quality, durability, reliability and so on. If in Uniqlo brand clothing defects are found in items sold by the Group, for example, using of dangerous materials or poisons, sub-standard cloth and many more, then it may require worldwide item recalls, or remuneration for mischief to the health of consumers, which may negatively affect income, and also harming customers' trust[10]. Uniqlo, high-quality clothing brand products are available at reasonable price and affordable. Customers' complaint regarding quality of the brand is conveyed to the concerned department and desired the course of action is taken. But the durability of the product according to the customer is as not per the desired requirement. Zara is the main competitor of Uniqlo so to compete in the market quality of clothes should be reconsidered. Inventory management: Nowadays companies have moved to demand driven rather than plant level production. The demand is driven focus increases cost for Uniqlo production process, as trend changes every day and fulfilling all demand at low cost is impossible[11]. Due to change in fashion, the inventory management has become a key issue of concern for operations management team. A failure to deliver an item of operations may harm the image for the brand in customer mind. For Uniqlo inventory management issue is significant as it delivers products worldwide and the slowdown in operation process will lead to decrease popularity amongst people. Change in technology and demand also increases cost as the additional cost will be incurred by Uniqlo to fulfill recent demand. As for delaying delivery Uniqlo either will request manufacturing item at higher cost or delay production which will reduce revenue. Incompetent Labour and Staff: Inventory operations management is a procedure for arranging output operation. Each assignment and activity is needed to be done by the Uniqlo staffs which affect the stock and additionally the transportation lead period and other aspects. In this way, the information what one ought and effect of staff activities on the shop are affected by Uniqlo [12]. The effect of this activity of Uniqlo will have on the framework and physical stock ought to be clear to the agent. It is observed that procurement department operations are continuously evaluated by an auditor. In case of Uniqlo absence of head during these operations lead to the unsatisfied response from the customer. As the staff and employees are insufficient to respond to customer inquiries, Uniqlo is losing its valuable customer to competitors. Inadequate training: When an inventory management is handed over to another party on a contract basis then both customers, principal, and other party starts initial processes and document them in the Standard Operating procedure. When business in future changes existing, SOP adopted becomes out-dated[13]. Then new parties by Uniqlo are searched and are required to learn without giving any SOP training. With this procedure they generally have less knowledge than require, so more prone to issue in inventory management. Measures for improvement in operating performance: Business Process Reengineering: It involves basic redesigning of main business processes to attain improvements in productivity and quality of the product. For BPR implementation uniqlo should enhance its quality. They should adopt a typical value system that gives more importance on customer requirements[14]. Uniqlo for adopting BPR should reduce organization inside layers and redesign structure for wasteful activity. They can reduce their manufacturing cost in order to provide good quality in lesser cost. Their qulity can be enhanced by using high quality raw material and improved technology. Six Sigma approach: Uniqlo for successfully implementing this approach should empower its inventory management to reduce the harm caused due to inventory management. It helps in achieving targets with increase in quality and without increase in cost. Employee's problem-solving skills are enhanced as by they can independently alleviate problems related to inventory. Uniqlo can use six sigma approaches to increase the quality of its products by applying efficient leadership and reducing waste. By this they can reduce the customer complaints by significant amount. Customer main complaints are due to defective quality of product and if Uniqlo improves this it will be beneficial both for organisation and Uniqlo adopting six sigma approach will help in reducing waste, improved inventory management, and higher quality of products. Investing in six sigma approaches proves beneficial both for organization and employees in terms of quality and inventory management. Total quality management: TQM is basically concerned about continuous changes in work, from strategic planning to elaborate execution of target. Uniqlo can adopt this practice to continuously increase output in every part of work as it on regular basis to enhance capacities of machines, individual, inventory, and quality. The five important territories for Uniqlo to improve are ability change request era, supply era, innovation, operations and individual's capacity[15]. Uniqlo can adopt this approach in order to enhance weaken area like defective guidelines for product inventory management and quality. The issues in quality can be increased by improving the quality of raw material required for its product. And inventory issue can be resolved by reducing inventory levels. Uniqlo can control mistakes in inventory management from happening and where mistakes reiterate, stopping generation till the point that the procedure can be remedied, to keep the product out of defects. Lean: Lean is a methodical strategy for squandering minimization inside an assembling framework without sacrificing profitability. Uniqlo can consider reconsideration by reducing overburden and waste in inventory management. Working from the viewpoint of the customer, Uniqlo should consider an item or management, selling is an activity or process that a client pays for. So Uniqlo should adopt Lean to manage quality and control over it. For managing inventory: Lean should be practice to control production. Uniqlo should produce products by removing all the defects in production system like hiring competent staff, providing enough training to handle errors in machinery and many more. Other practices like planned production according to market trend should be practiced in order to reduce waste and resources of Uniqlo. Conclusion From above analysis, it can be concluded that an operation manager should consider various factors while producing a product. They should take a decision regarding production when they researched about demand for a product in a market. Uniqlo should keep in mind the four main operational dimensions: variety, volume, variation, and variety. Uniqlo should evaluate its decision on basis of cost and quality of the product as well. Strategies adopted by the company should be unique and innovative in order to remain competitive in the market. The main objective for Uniqlo should be speed, quality, dependability, flexibility, and cost. Uniqlo also faces operational issue mainly inventory management and quality management. An operational manager of Uniqlo should take some major measures like BPR, TQM, 6 sigma approaches and much more to resolve all the issues concerned. Uniqlo as clothing brand is very famous in Japan so to become more famous importance to operation management should be give n. References Baird, K., K. Jia Hu and R. Reeve, The relationships between organizational culture, total quality management practices and operational performance. International Journal of Operations Production Management, vol. 31, no. 7, 2011, p.789-814. Barratt, M., T.Y. Choi and M. Li,. Qualitative case studies in operations management: Trends, research outcomes, and future research implications. Journal of Operations Management, vol. 29, no 4, 2011, pp.329-342. Caro, F. and J. Gallien,. Inventory management of a fast-fashion retail network: Operations Research, vol 58, no 2, 2010, pp.257-273. ElMaraghy, H., G Schuh, W. ElMaraghy, F Piller, P Schnsleben, M Tseng and A Bernard,. Product variety management. CIRP Annals-Manufacturing Technology,vol 62, no 2, 2013, pp.629-652. Gunasekaran, A.,C Patel and R.E McGaughey, A framework for supply chain performance measurement. International journal of production economics, vol 87,no 3, 2004, pp.333-347. Kim, B., Competitive priorities and supply chain strategy in the fashion industry: Qualitative Market Research, An International Journal, vol 16, no 2, 2013, pp.214-242. Kim, D.Y, V. Kumar and U. Kumar,.Relationship between quality management practices and innovation. Journal of operations management, vol 30,no 4, 2012, pp.295-315. Krajewski, L.J.,L.P Ritzman and M.K. Malhotra. Operations management: processes and supply chains, New York, NY: Pearson, vol. 1, 2013, pp 50-100. Luthra, S.,V. Kumar, S. Kumar and A. Haleem. Barriers to implement green supply chain management in automobile industry using interpretive structural modeling technique: An Indian perspective. Journal of Industrial Engineering and Management, vol 4, no 2, 2013, pp.231-257. Sadikoglu, E. and C. Zehir,. Investigating the effects of innovation and employee performance on the relationship between total quality management practices and firm performance: An empirical study of Turkish firms. International journal of production economics,vol 127, no 1, 2010, pp.13-26. Sodhi, M.S., B.G Son and C.S Tang. Researchers' perspectives on supply chain risk management. Production and operations management, vol 21,no 1, 2012, pp.1-13. Stadtler, H, Supply chain management: An overview. In Supply chain management and advanced planning,. Springer Berlin Heidelberg, 2015, pp. 3-28. Subramanian, N. and R. Ramanathan,. A review of applications of Analytic Hierarchy Process in operations management, International Journal of Production Economics, vol 138, no 2, 2012, pp.215-241. Tang, O. and S.N. Musa,. Identifying risk issues and research advancements in supply chain risk management. International journal of production economics, vol 133, no 1, 2011 pp.25-34. Taticchi, P.,F. Tonelli and L Cagnazzo,. Performance measurement and management: a literature review and a research agenda. Measuring business excellence, vol 14, no 1, 2010, pp.4-18. Trkman, P, The critical success factors of business process management. International journal of information management, vol 30, no 2, 2010, pp.125-134 Sadikoglu, E. and Zehir, C. Investigating the effects of innovation and employee performance on the relationship between total quality management practices and firm performance: An empirical study of Turkish firms. International journal of production economics,vol 127, no 1, 2010, pp.13-26. ElMaraghy, et al, Product variety management. CIRP Annals-Manufacturing Technology,vol 62, no 2, 2013, pp.629-652 Stadtler, H, Supply chain management: An overview. In Supply chain management and advanced planning,. Springer Berlin Heidelberg, 2015, pp. 3-28. Kim, D.Y, Kumar, V and Kumar, U,Relationship between quality management practices and innovation. Journal of operations management, vol 30,no 4, 2012, pp.295-315. Gunasekaran, A, Patel, C and McGaughey, R.E, A framework for supply chain performance measurement. International journal of production economics, vol 87,no 3, 2004, pp.333-347. Luthra, S.,V. et al, Barriers to implement green supply chain management in automobile industry using interpretive structural modeling technique: An Indian perspective. Journal of Industrial Engineering and Management, vol 4, no 2, 2013, pp.231-257. Taticchi, P,Tonelli, F and Cagnazzo, L. Performance measurement and management: a literature review and a research agenda. Measuring business excellence, vol 14, no 1, 2010, pp.4-18. Tang, O. and Musa, S.N. Identifying risk issues and research advancements in supply chain risk management. International journal of production economics, vol 133, no 1, 2011 pp.25-34. Subramanian, N. and. Ramanathan,R. A review of applications of Analytic Hierarchy Process in operations management, International Journal of Production Economics, vol 138, no 2, 2012, pp.215-241. Sodhi, M.S., Son, B.G and Tang, C.S, Researchers' perspectives on supply chain risk management. Production and operations management, vol 21,no 1, 2012, pp.1-13. Caro, F. and Gallien,J.Inventory management of a fast-fashion retail network: Operations Research, vol 58, no 2, 2010, pp.257-273. Krajewski, L.J, Ritzman, L.J and. Malhotra. M.K Operations management: processes and supply chains, New York, NY: Pearson, vol. 1, 2013, pp 50-100. Trkman, P, The critical success factors of business process management. International journal of information management, vol 30, no 2, 2010, pp.125-134. Barratt, M., Choi, T.Y and M. Li,. Qualitative case studies in operations management: Trends, research outcomes, and future research implications. Journal of Operations Management, vol. 29, no 4, 2011, pp.329-342. K. Baird, k. Jia Hu and R. Reeve. The relationships between organizational culture: total quality management practices and operational performance. International Journal of Operations Production Management, vol. 31, no.7, 2011 pp.789-814.

Social Work for Gay free essay sample

This paper explores social work with the population of people in the lesbian, gay, bisexual, transgendered, or questioning community, or LGBT community for short. This paper discusses the population of interests, which includes the history of social work in this field, reasons for serving this population, the role of the social worker, the types of advocacy, and characteristics of agencies that serve this population. Also, an interview done by Lise Schiffer, LCSW is mentioned. She discusses her experience as a social worker and her experience with the LGBT community. LGBTQ SOCIAL WORK Social work for Gay, Lesbian, Bisexual, or Transgendered Persons of Youth Population of Interest Section Imagine feeling helpless, alone, and discriminated against because of your sexual orientation. According to a national survey done in 2009 by the Gay, Lesbian, and Straight Education Network, or GLSEN, 61. 1% of the LGBTQ youth feel unsafe in school because of their sexual orientation. Social work with the LGBTQ community has been around for many years. We will write a custom essay sample on Social Work for Gay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Social movements in the United states began around the 1950s and 60s according to Dr. Bonnie J. Morris of the American Psychological Association (2012). The first major movement occurred in 1965, Dr. Frank Kameny, a well known figure in the gay rights movement, held the first public protest by the LGBTQ community in front of the White House. A year later, the first known gay student organization was founded in New York City at Columbia University (TIME 2012). Issues of risk for the LGBT community can be many things. Most issues that people of the LGBT community face comes from being abused or bullied for their sexual orientation. Many LGBT youth face mental health issues such as depression, anxiety, and suffer suicidal thoughts. When it comes to the issue of suicide, 36. 5% of the LGBTQ youth has attempted suicide and of that, 20. 5% of those attempts result in medical care (Berner, Donahue, Hack, Hale, Goodenow, 2002). According to Dr. Harold Koplewicz, child and adolescent psychiatrist, â€Å"Gay teens are four times more likely than straight teens to attempt suicide† (2010). An example of a gay teenager committing suicide is Tyler Clementi. Tyler LGBTQ SOCIAL WORK was a college student at Rutgers University in Washington who committed suicide after learning his roommate used a webcam to record Tyler having relations with another man. The reason for recording the affair was to exploit and intimidate Clementi for being gay. When discussing issues of the LGBTQ community, abuse is the greatest issue of all. According to the 2009 National survey done by GLSEN, â€Å"84. 6% of LGBTQ students reported being verbally harassed, 40. % reported being physically harassed and 18. 8% reported being physically assaulted at school in the past year because of their sexual orientation. † When coming out to peers or even family about being gay, lesbian, bisexual, or transgendered, most of the LGBT youth are concerned with how they will react. â€Å"50% of gay teens experience a negative reaction from their parents and 26% of LGBT youth who come out to their parents are told to leave home† (Ray 2006). Another issue of the LGBTQ community is dealing with mental health issues. According to Challenges Faced by Homeless Sexual minorities: Comparison of Gay, Lesbian, Bisexual, and Transgendered Homeless Adolescents With Their Heterosexual Counterparts, LGBT youths reported higher levels of depressive symptoms than did heterosexual youths ( Cauce, Cochran, Ginzler, Stewart, 2002). There are many reasons as to why social workers serve the LGBT community. Many of them do not have any resources such as a home, or proper health care. According to an article titled, Family Acceptance Project- Helping LGBT Youths, in Social Work Today, one the roles of a social worker is to ensure that the LGBTQ youth is able to maintain a healthy relationship with their family after coming out to family. According to Christina Reardon, the LGBTQ SOCIAL WORK author of the article, â€Å" [Studies] show that that lesbian, gay, and bisexual youths whose families reject their sexual orientation and gender expression were at higher risk for several health problems as adults† (2009). Another role is to inform the families on how to support the LGBT youth in their time of need. Social workers work anywhere from a micro level with an individual and/or their families, or at a mezzo level when working with groups such as HIV positive or depressed members of the LGBTQ community. There are many prevention strategies social workers use for the LGBTQ community. There are support groups for those who are discriminated against,, who feel lonely and isolated due to not coming out yet to peers and family, and even those who are HIV positive or have other mental health issues. There are also seminars on how to protect oneself against getting STDs and HIV/AIDS and on what to do in the case of being abused or discriminated against for being gay or lesbian. There are many advocacy groups in the LGBTQ community. There are advocacy groups for gay rights, marriage, adoption, discrimination, healthcare, and other issues. A popular advocacy organization in the LGBTQ community is GLSEN, or the Gay, Lesbian, and Straight Education Network. Founded 20 years ago, GLSEN’s mission is to â€Å"assure that each member of every school community is valued and respected regardless of sexual orientation or gender identity/expression† (2012). They have events such as the day of silence. The day of silence takes place every year on April 20 when students do not speak for an entire day to bring awareness to the harassment and discrimination faced by youths of the LGBTQ LGBTQ SOCIAL WORK community. When it comes to civil rights for the LGBTQ community, the Human Rights Campaign is well known. Founded in 1980 by advocates on behalf on the LGBTQ community, the mission of the Human Rights Campaign is to â€Å" achieve equality for lesbian, gay, bisexual and transgender Americans† (2011). A popular organization for LGBT adoption is the Family Equality Council. Founded on 1979, the Family Equality Council â€Å"connects, supports, and represents the one million lesbian, gay, bisexual, and transgender parents in this country and the two million children they are raising† (2012). Characteristics of the agencies that serve the LGBTQ community include many things. For example, the Howard Brown Health Center in Chicago offers many things to the LGBTQ community such as counseling, case management, and HIV/AIDS services. They also provide support for those victim of domestic abuse and those how are HIV positive. For younger patients, they have a youth center to help those who are homeless or feel unsafe. Another agency is the Center on Halsted in Chicago. Like Howard Brown they also offer HIV testing and support for those who tested positive. Programs offered for the youth includes after school programming and counseling (2012). Agency visit/social work interview section For this project, I interview a woman named Lise Schiffer, LCSW. I was not able to visit her due to her location however, I was able to email her questions about her profession and her private practice. Lise Schiffer graduated from Sarah Lawrence College and then went LGBTQ SOCIAL WORK to Columbia University School of Social Work in New York City. She has an MSSW in clinical social work. She has been exclusively in private practice for 16 years. Prior to that, She was the Director of Substance Abuse Services at Counseling Center of Lakeview and then Associate Director of Sarahs Inn, an Oak Park based domestic violence agency. When asked about her typical work day she stated, â€Å" My typical day is not typical for most social workers. I have a home office, so I dont have to commute nor deal with the weather. I am self-employed so I dont have a boss. I have an average of 20 appointments a week doing therapy with individuals and couples, both gay and straight. I spend a fair amount of time dealing with insurance companies, which are the bane of my existence. That is by far the worst part of my job. † When asked of what she enjoyed most about her job as a social worker she replied, â€Å"One of the things I like most about social work is the great variety of experiences one can have in a career. You can choose to be a clinician, an administrator, a supervisor, a community organizer, etc. and work with a variety of populations and age groups. Another thing I like is hearing the stories of so many different people and having the privilege of helping them to improve their lives. I also love that social work allows you to work for yourself, if that is your goal. † When I asked her if she had any advice to a prospective social worker she stated, â€Å" Listen to people on their own terms, not through your own filter. Learn not to take things personally (either when you are idealized or blamed for something) but take personal responsibility for your mistakes and promptly acknowledge them. Understand that the work is a collaboration. You and your clients are equals. However, the relationship is LGBTQ SOCIAL WORK one sided in that it is all about the clients interests, not yours. Learn about different theoretical perspectives but dont adhere rigidly to a particular model. And finally, be yourself. † When the interview concluded she simply stated, â€Å"I will just add that I love my profession and would become a social worker all over again. † When asked about her agency and what limitations there were, Schiffer stated, â€Å"The biggest limitation has to do with the absurdities of the insurance companies. When asked for an example she said, â€Å"For example, someone with BCBS (Blue Cross and Blue Shield) contacts me for services as I am in-network with that company, I go through a labyrinthine process of getting benefit information only to find out that they have farmed out behavioral health services to another company with whom I am NOT in network with (because the panel has been closed in Chicago for 20 years). Even though that company (UBH) does not pay the claim, the insureds deductible DOUBLES because I am not one of their providers. † The only criteria Schiffer has is she will not work with anyone who has a history of violence. Reaction Journal When I was first assigned the field of the LGBT community, I was excited. I have always been a supporter of the community, especially since I have 3 family members that are gay and lesbian. However, I never really discussed anything about the LGBTQ community with either of my family members so I was nervous in asking for some assistance. I chose this population because I have always had an interest in the social work involved and my aunt’s ex-girlfriend would tell me some of the stories from the agency she worked. Chicago. I was excited to interview an actual social worker that had worked with my aunt until he canceled last-minute leaving me having to find another social worker to interview. I had initially chose the Howard Brown Health Center because I had been there once before to visit my aunt’s ex-girlfriend and read information on their programs. My interview with Lise Schiffer was very interesting and I learned a lot from her. My favorite part of her interview was the advice she gave to a prospective social worker, especially when she said, â€Å"Be yourself. I did not like how I was not able to talk to Lise Schiffer more on her job and her private practice. I also did not like how difficult the previous social worker made this for me in having to find another social worker so last-minute. In my opinion, love is love. There is no right and wrong sexual orientation. Despite some of my family members’ opinions, I feel we are not to judge and treat someone bad just because of who they are attracted to or who they decide to date. My values and beliefs intersect with the NASW’s code of ethics. When I become a social worker, I will pay special attention to the standards of cultural competence and social diversity which states, â€Å"Social workers should obtain education about and seek to understand the nature of social diversity and oppression with respect to race, ethnicity, national origin, color, sex, sexual orientation, gender identity or expression, age, marital status, political belief, religion, immigration status, and mental or physical disability† (2012). I will also respect all clients, even those whose beliefs oppose mine.