Sample Information Security Policy - 1122 Words

Preamble DooDads4Sale.com acknowledges an obligation to ensure appropriate security for all Information Technology data, equipment, and processes in its domain of ownership and control. This obligation is shared, to varying degrees, by every member of the company. This document will: 1. Enumerate the elements that constitute IT security. 2. Explain the need for IT security. 3. Specify the various categories of IT data, equipment, and processes subject to this policy. 4. Indicate, in broad terms, the IT security responsibilities of the various roles in which each member of the university may function. 5. Indicate appropriate levels of security through standards and guidelines. Scope of†¦show more content†¦Advice and opinions on the Policy will be given by: †¢ Information Technology Policy Committee (ITPC) †¢ Information Technology Management Committee (ITMC) †¢ Senior Executive Group (SEG) Formulation and maintenance of the policy is the responsibility of the Director, Information Technology Services Unit of the Business Office. 2. Policy Implementation. Each member of the company will be responsible for meeting published IT standards of behavior. IT security of each system will be the responsibility of its custodian. 3. Custodians. †¢ ITS will be the custodian of all strategic system platforms. †¢ ITS will be custodian of the strategic communications systems. †¢ ITS will be custodian of all central computing laboratories. †¢ Offices and Units will be custodians of strategic applications under their management control †¢ Individuals will be custodians of desktop systems under their control. 4. Individuals. All ordinary users of company IT resources: †¢ Will operate under the Conditions of Use provisions of the Standards and Guidelines for All Users of Company Computing and Network Facilities. †¢ Must behave under the Code of Practice provisions of the Standards and Guidelines for All Users of Company Computing and Network Facilities. †¢ Are responsible for the proper care and use of IT resources under their direct control. 5.Show MoreRelatedQuestions On The Customer s Data1294 Words   |  6 Pagesthe devices where data is stored. Organizational data is vulnerable to loss and compromise if an attacker can gain physical access to the device hard drives. Data at rest is unencrypted, making it much simpler for an attacker to make use of any information available on devices they can steal or gain temporary physical access to. b) The company does not have a backup strategy for, or the necessary infrastructure to support, the backup and restoration of lost data. Organizational data is vulnerableRead MoreThe Company ( Regulatory Compliance Policies )903 Words   |  4 Pages C. The Company (Regulatory Compliance Policies) 1. Federal: The following are a sampling of federal laws that often apply to businesses that maintain an individual’s personal and financial information. The company currently does not have the infrastructure in place to be in compliance with these laws. a) The Federal Rules of Civil Procedure (FRCP), Title V, Disclosures and Discovery, Rule 34, specifies that a party in a civil procedure be able: â€Å"to produce and permit the requesting party or itsRead MoreDeveloping a Company Network Security Policy820 Words   |  3 Pagesmore threats to their information now more than ever before. With employees having the capabilities to access the company’s network both in and out of the office, increases the potential that information or the access to information may end up in the wrong hands. It is because of these threats that companies create and enforce network security policies. A network security policy is a document that states how company intends to protect the company’s physical and information technology assetsRead MoreIs4550 Week 5 Lab1611 Words   |  7 Pagesand Audit an Existing IT Security Policy Framework Definition Learning Objectives and Outcomes Upon completing this lab, students will be able to complete the following tasks: * Identify risks, threats, and vulnerabilities in the 7 domains of a typical IT infrastructure * Review existing IT security policies as part of a policy framework definition * Align IT security policies throughout the 7 domains of a typical IT infrastructure as part of a layered security strategy * IdentifyRead MoreInformation Classification Plan For Kingsley Media Enterprises1212 Words   |  5 Pagesreport is introductory to an information classification plan related to Kingsley Media Enterprises This report explains the importance of information classification and introduces three labels that can define any information, and the countermeasure that aid to mitigate the risk and impacts of information being exposed. Proper security measures must be accompanied with information classification and practical workshops for employees to learn how to label information. Read MoreEssay On Interview In Research796 Words   |  4 PagesSample The population participants for both the interview (5) and survey (80) will consist of experts in the areas of information technology, network security, damage assessing, polygrapher, and the Information Review Task Force (IRTF). The population on average has more than thirty-four combined years of experience in areas of network systems, information security, collections, Research and Development, and working with and along the side of a prosecuted insider threat. The interviewees willRead MoreAcceptable Use Policy Template1370 Words   |  6 PagesAPPENDIX A: Acceptable Use Security Policy The following document is a sample Acceptable Use Security Policy using the outline identified in the Security Policy Template. The purpose of this sample document is to aid with the development of your own agency Acceptable Use Security Policy by giving specific examples of what can be performed, stored, accessed and used through the use of your departments computing resources. Section 1 - Introduction Information Resources are strategic assetsRead MoreLab #8 – Assessment Worksheet1544 Words   |  7 Pagesan SQL injection to exploit the sample Web application running on that server. Learning Objectives Upon completing this lab, you will be able to: 3. Identify Web application and Web server backend database vulnerabilities as viable attack vectors 4. Develop an attack plan to compromise and exploit a website using cross-site scripting (XSS) against †¨sample vulnerable Web applications 5. Conduct a manual cross-site scripting (XSS) attack against sample vulnerable Web applications Read MoreThe Case Involving Bmw And Dollar General1005 Words   |  5 PagesAkron enacted the policy that â€Å"would require blanket criminal background checks for all prospective UA employees, excluding student employees.† The mere fact that this policy was set should already interest and alert a thoughtful reader; however, this is not the complete picture. The whole view is that matters became even more complicated, because an additional requirement was added. Callier, Huss and Juengst report that â€Å"any applicant may be asked to submit fingerprints or DNA sample for purpose ofRead MoreLaboratory Information Management System ( Lims )1093 Words   |  5 PagesLaboratory information management system (LIMS) is a software system that leads records and reserves data for laboratories. It sends laboratory test orders to laboratory materials, tracking its responsible and records the results to a searchable database. Also LIMS supports the operations of public health organiz ations such as hospitals and clinics. †¢ Workflow †¢ Data tracking support †¢ Customer data †¢ Data exchange †¢ Data exchange interfaces †¢ Electronic documents management †¢ Quality control

Explore the significance of the character Mercutio in the play Romeo and Juliet Free Essays

Although Shakespeare’s play ‘Romeo and Juliet’ does not focus on Mercutio, he is one of the most unique characters of the play. He manages to manipulate other characters of the play through his imaginative and powerful language. He usually takes the lead in conversations and his friends generally go by what he says. We will write a custom essay sample on Explore the significance of the character Mercutio in the play Romeo and Juliet or any similar topic only for you Order Now Mercutio is neither Capulet nor Montague but his strong bond with Romeo associates him with the Montagues. In the play, Mercutio tends to stand out compared to the other characters; this is mainly because of his energetic and outrageous personality. His comical character lightens the mood of the tragic love story and helps to increase the sympathy of the audience when he later dies. Mercutio is a catalyst, meaning that he has the ability to change what people think or do. An example of this is in Act 1 Scene 4, where Romeo is sad and doesn’t want to go to the Capulet’s ball but Mercutio lightens the mood with puns and word play; â€Å"You are a lover; borrow Cupid’s wings† An Elizabethan audience would have found this funny because cupid was and still is very well known as being the god of love. Mercutio is comedian, always making jokes at every chance he gets. He lives life on the edge and is always looking for something new and exiting to do. This could also make him an antagonist and troublemaker, especially when the Capulet’s are involved. His inevitable death and the death of several others are caused by Mercutio living life on the edge. Read this – Puns in the Importance Mercutio puts on a front which tells the audience that he does not respect women, such as the way he often uses animal features to describe women, â€Å"spiders†¦gallops†¦pig’s tail† perhaps suggesting that women are less superior to men. However, when you look closer into his language you can see that his feelings go deeper, for example, in Act 1 Scene 4, Mercutio speaks about women being like Queen Mab; â€Å"Her wagon-spokes made of long spiders’ legs, The cover of the wings of grasshoppers† During the queen Mab speech in particular, he uses sibilance, sibilance it the repetition of the ‘S’ sound which makes this speech sound soft and I think that it shows his true passion for women. In contrast, when he is talking to Romeo and giving him advice, he says to Romeo; â€Å"Be rough with love; Prick love for pricking, And you beat love down.† This could show that he may have had a past relationship that may not have turned out so well. He may also be telling this to Romeo because he doesn’t want the same thing to happen to him. In Act 1 Scene 4, Mercutio’s imagination runs wild as he is describing women as Queen Mab. This will begin to show the audience Mercutio’s true feelings for women. He uses passionate language such as; â€Å"Tickling a parson’s nose as a’ lies asleep, Then dreams, he of another benefice† On the other hand, Romeo has a different view to that of Mercutio’s towards women. Romeo, who is quite naà ¯Ã‚ ¿Ã‚ ½ve towards love, shows the audience how much he loves everyone and everything. He is always talking about how fabulous love is and that it is the only thing that matters in the world. â€Å"O, speak again, bright angel! For thou art As glorious to this night, being o’er my head† This can show that Romeo may not have been in a real relationship, but only fantasising about it. Mercutio and Romeo have a strong friendship; they are both extremely loyal to each other and tend to help each other out; â€Å"Nay, gentle Romeo, we must have you dance.† They both have a strong influence on each other, which from Mercutio’s side tends to be positive but can sometimes turn out negative but this does not happen all the time. In the death scene of Mercutio he blames Romeo for his death even though Romeo was only tried to stop it. In Act 2, Scene 1, after the ball Mercutio and Benvolio are looking for Romeo; they still believe that he is in love with Rosaline. Mercutio then begins to shout out for Romeo, by way of chanting a spell; â€Å"Nay, I’ll conjure too. Romeo! Humours! Madman! Passion! Lover! Appear thou in the likeness of a sigh† The shortness of his sentences and the use of exclamation marks emphasises his humour in his speech, suggesting a light hearted tone, this would have created a more amusing scene for an Elizabethan audience. During this scene the actor playing Mercutio would probably be dancing around with imaginary props, pretending to brew up a potion. He then continues to talk about Rosaline; he speaks about her in a manor that is rude and obnoxious, he mocks Romeo as he believes he is superficial and that he is only in love with Rosaline’s beauty; â€Å"By her high forehead and her scarlet lip, By her fine foot, straight leg and quivering thigh† Here Mercutio is saying that Rosaline is a prostitute and Benvolio believes that this would anger Romeo. Mercutio replies; â€Å"This cannot anger him ‘twould anger him To raise a spirit in his mistress’ circle† In this sentence Mercutio begins to use sexual references; he says it would only anger Romeo if someone else was to sleep with Rosaline. During this scene Mercutio is loud and energetic. A modern audience would think this funny and witty but an Elizabethan audience may have been more shocked at what he was saying. During Act 2 Scene 4, Mercutio and the Nurse meet. In much the same way as with Rosaline, Mercutio is again vulgar about the nurse; â€Å"Good Peter, to hide her face; for her fan’s the fairer face.† The repetition of the letter ‘F’ emphasizes a harsh tone and suggests to the audience a feeling of disgust towards the nurse. Mercutio is saying that the nurse is unattractive, but she does not let this pass as she is aggressive and says; â€Å"Out upon you! What a man are you!† This shows the Nurses mutual disliking for Mercutio as well. In Act 2, Scene 4, Mercutio compliments Tybalt’s skills as a fighter; he calls him â€Å"Prince of Cats†. This is because Mercutio thinks that Tybalt is quick on his feet and a fast swordsman, Tybalt wins all of his duels, Mercutio says that he has â€Å"nine lives† for this reason. â€Å"Don’t think he’s just the Prince of Cats! Oh no – he’s way more than that.† Although Mercutio is saying how much of a good swordsman Tybalt is, he still ends up fighting him and ironically Mercutio loses, he does this because he is a show off and he thinks he is best. When Mercutio challenges Tybalt to a duel, Tybalt asks â€Å"What wouldst thou have with me?† Mercutio replies; â€Å"Good king of cats, nothing but one of your nine lives† This shows that Mercutio is still using references to Tybalt being â€Å"the Prince of Cats†. Also even when he has been stabbed by Tybalt, Mercutio says that the wound is only; â€Å"A scratch, a scratch† In Act 3, Scene 1, where Mercutio is nearing his death, he suddenly becomes a lot more serious, but because of his ego he still manages to make witty remarks and keeping the comedy going; â€Å"Ask for me to-morrow, and you shall find me a grave man.† I believe that because of Mercutio’s personality, and always making things worse, he brought upon his own death even though in his mind he would have thought it was a good thing to do. Shakespeare probably killed Mercutio off here because it builds up a climax and creates a dramatic effect. In my opinion Mercutio has brought his death on himself by his antagonistic personality, and always provoking others. He finally meets his match, Tybalt. Although, I don’t think the play would be what it is without Mercutio, as a comic character is needed, for example; to help lighten moods of scenes when needed. Without Mercutio in the play, Romeo and other characters would have died a lot sooner, suggesting to the audience that Mercutio is a hero in some way. On the other hand, everyone may have survived as it was generally Mercutio that pushed things on, often making things worse. How to cite Explore the significance of the character Mercutio in the play Romeo and Juliet, Papers

Marketing Management of Jurlique Australian cosmetics company

Question: Discuss about the Marketing Management of Jurlique. Answer: Introduction: Themarketing management is an important process of all business organisations that help them in all the major operational activities and planning Strategies for the overall business. It also helps them to utilise all the proper resources that are available within the organisation and to increase their popularity among all the potential. According to Hollensen (2015), the overall success rate of a company totally depends on the policies that have been set by an organization in the overall process ofmarketing management. There are various Tools and techniques that can be used by business organisation in order to prepare the marketing plan and also attract all that potential customers. With proper marketing management techniques it is also possible to increase the level of brand awareness among the customers. The current report analyses the importance of marketing management in context of Jurlique which is one of the most popular Australian cosmetics company. The report also highlights brief description of the company and also provides detail information about various marketing management plan of the company which has helped them to deal with all the major challenges and gain competitive advantage in the cosmetic industry of Australia. The detail of the business operation and marketing management technique of the Jurlique Company has been discussed in details along with the techniques that have been used by the company in the recent past years. Brief Description of the Company The Jurlique International Private Limited is considered to be one of the major cosmetic manufacturers in Australia which specialises in manufacture of natural Botanical based cosmetic and skin care. One of the major attractive point of this company is that the uses natural Herbs and Botanical plants in the manufacturing process of their cosmetics and other skin care products which is considered to be environment friendly. In spite of the fact that the cosmetics is price higher than other international Chinese brand product the popularity of Jurlique product within the cosmetic industry of Australia have increased tremendously in the last few years due to the fact that most of the people have become highly conscious about the importance of avoiding artificial cosmetics that can have serious effect on their skin and other health condition. The Jurlique Company was founded in the year 1985 in the state of Southern Australia. It was established by the German couple Dr Jurgen Klein and his wife Ulrike. Both of them were biochemist and previously had conducted various researches in prestigious universities about the importance of skin care and other skin diseases. The main objective of the introduction of this company and the brand is to introduce skincare products that will help to avoid the effects of global warming and climate change that has severe effect on the skin of various people. The founder of the company was also a specialist of horticulture and botany which help them to introduce the important Herbs and use their medicinal properties in the manufacture of various cosmetic products. At present the company has over 5000 stores all over the world out of which 58 are located in Australia. The company has also introduced various community stores and concept showrooms which are mainly aimed to raise the awareness of people which help them to give up their habit of using artificial cosmetics and focus on naturally made herbal cosmetics. The main slogan and marketing vision of the company is to increase the popularity of naturally made Cosmetic which can reduce the total number of skin care diseases that is increasing in the modern age. The main philosophy of the company is also to make the purest skin care product that will also have healing properties and can inspire people to use their product in order to have a healthy and beautiful skin. The techniques that are used by the company in order to manufacture a healthy skin care products has been one of the main key points of marketing that has helped them to attract all potential customers in Australia and all around the world. All the products that are manufactured by the company are strictly made from biodynamic farming principles that are considered to be Highly Effective to reduce all the skin diseases and also enhance the glory. The company has set up various agricultural farming lands where the harvest all the required crops and plants that are needed in the p rocess of manufacture. There is a unique process of extraction called bio-intrinsic process that in the collection process of all the important Chemicals found in a plant. This chemical is then utilised in the skin care product and also ensure that all the natural properties are retained that can help in providing healthy skin. The pure age defying nourishing cleansing oil is one of the main products that have been launched recently by the company that aims to reduce the effect of aging among individuals using the most natural techniques and also ensure that no harm is called in the skin due to the use of this product. 5C of Communication for the company Baker (2014), has mentioned about the importance of 5C of marketing which is considered to be one of the major marketing tool that help an organisation to satisfy all the needs of the customer according to the demand. It is also possible for an organisation to understand the external business environment of a market and also the dynamic opportunities that can be utilised in the overall marketing management process. The overall framework of 5C analysis highlights 5 key areas of marketing that helps in the decision making process of a company by properly evaluating the micro and macro and my mental situation (Kotler et al. 2015). The following are the elements of the 5C or marketing that has been used by the Jurlique Company in order to better understand the market condition of the cosmetic industry. a.Company: it is important for a business organisation to evaluate their position in the market by using their strength and weakness and also exploiting the opportunity and identifying the threats that exist in the market. One of the effective techniques that can be used by the companies evaluate their position is to use the tool of SWOT analysis which is one of the most effective marketing tool (Mller and Parvinen 2015). The major strength of Jurlique cosmetics is the method of the production of natural cosmetics and also the influential slogans and marketing mission that are used by the company. The naturally made product can easily attract all the healthy skins conscious people and also the individuals who are highly aware about their outside beauty. Moreover the company has able to gain a strong reputation in the last few years in the cosmetic industry of Australia as they have provided high quality product without any compromisation. On the other hand, the main weakness of the product of the company including the natural oil that is used to prevent the process of aging is the high level of pricing. It is not possible for the company to target their product marketing for all types of people in the society as they cannot afford a high price product. Moreover most people in Australia have the habit of choosing cheap Chinese cosmetic product without knowing their harmful effect in terms of long term usage. With the rise of demand of natural cosmetic product in the Australian cosmetic industry there is a tremendous business opportunity for the Jurlique Company to establish himself as one of the leading brands in Australia and also in the international market. Nevertheless, the company also has to face the threat of new cosmetic companies that are introducing in the market and also due to the fact that they are able to provide the natural cosmetic product at much lower price. Customers: The main customer group of the company includes all the cosmetic lover people and also the individuals who are highly conscious about the matters related to skin care product. There are a lot of cosmetic lover people in Australia who are highly concerned about the matter related to the Chemicals that are used in cosmetics. The target group of the company also includes the economically higher section of the society due to the fact that the product that is being launched is highly expensive. Collaborators: The collaborators and suppliers an important part of the stakeholders of the company that helps them to provide all the raw materials that is needed in the process of manufacture. The main supplier for the Jurlique Company includes all the agricultural farms and herbal manufacturer who supplies them with the natural raw materials and ingredients that are needed in the manufacturing process of the natural anti-aging oil. Competitors: With many new companies introducing their business in the category of natural beauty and skin care product the Jurlique Company has to face severe competitive challenge in the cosmetic industry. The Becca cosmetics and the Jojoba Company are few of the major competitive rivals of Jurlique Company in the Australian cosmetic industry. There are also many Chinese cosmetic brands that impose huge challenge in the overall business process. Context: The use of the technology has a major impact on the overall manufacturing process of the Jurlique Company that has helped them to introduce the anti-aging nourishing oil in the market. It is also important for the company to consider all the legal matters and ethical issues that help them to deal with all the challenges in the market and also ensure that they are providing high quality product to the customers. Collection of Market Research Information According to Wei et al. (2014), the overall process of information gathering and collection is one of the important part of marketing research process for a business organisation that help them to understand the need of the customer and also the behaviour of the target group. In order to collect information about the 5C of marketing it is important for a company together all the latest information and trends related to the external and internal environment of market. The use of marketing tool that help to collect information related to external business environment is one of the main part of business intelligence process that helps in the application process of 5C of marketing (Foxall 2014). It is important for the Jurlique Company to understand the need of all the cosmetic lover people and beauty conscious individuals in the Australian market. In the modern days it has been a latest trend among the many beauty loving people to avoid the various signs of skin aging an affair beautiful and young for a longer period of time. Conducting market survey on all the middle aged women in the Australian region is one of the best ways to collect information and understand the need of the target customers. The company also need to analyse the similar product that help in the anti-aging process treatment launched by the Rival brands. This will help them to evaluate the effectiveness of all the similar products that are available in the cosmetic market. With the hall launch of various similar types of product that are aimed to reduce the effect of aging among all middle aged women, the behaviour and the trend of the target customers are changing rapidly due to the fact that they have the opportunity to choose from a wide range of product from different brands. Strategy of Marketing It is important for a business organisation to identify all the potential customer and market segment in order to prepare an effective strategy of marketing (Lusch and Vargo 2014). It is also important to mention in the context that the development of the marketing strategy is based on the information that are collected from the market Intelligence and application from other marketing tools. The target group for the anti-aging nourishing oil launched by the Jurlique Company includes all the women in the Australian population who belongs to the age category of above 40 years. After the age of 40 years all the signs of aging start to appear in the skin of all women. Hence in order to recover from the aging signs it is important for them to use high quality cosmetics that can help them to reduce the all the signs of aging without any harmful side-effect that is generally the case with artificial cheap cosmetics. It is important for the company to respect the needs of all the target and potential customers in order to increase their popularity in the market. Di Benedetto and Kim (2016), have mentioned about the importance of value proposition which is an important part of the marketing strategy development process that help in popularising the brand within the customer group and also increase the level of trustworthiness among the customers. It is also important for the Jurlique Company to have proper business deal with all their suppliers and distributors which can help them in the overall sales process. The brand positioning is also an important part of the marketing strategy that helps the customer to get the entire necessary product easily from all the nearby stores. Less availability of the required product can also decrease the popularity and reputation within the market and target customer groups (Brindle and Oxborrow 2014). Development of the marketing Tactics The 4Ps of marketing mix is one of the effective strategies that can help to deal with the marketing tactics development process (Armstrong et al. 2014). The elements of the 4Ps of marketing also help in the overall process to of fixing the price and in the process of product recognition. Product: The identified product in this case is the Purely Age-Defying Nourishing Cleansing Oil that is launched by the Jurlique Company. The main aim of this product is to reduce the science of aging among all aged women. It helps in the overall process of providing nourishment and moisture to the skin that is lost after the middle age. Price: due to the fact that the anti-aging nourishing oil is prepared from all natural product without any use of harmful chemical preservatives it is important for the Jurlique company to have higher price of the product which will help to ensure the quality among the target customer groups. Promotion: the company has aimed to launch its product in all beauty stores and beauty product launch events that is conducted in all over Australia. Place: it is important for all business organisations to have a fixed geographical place that is needed to launch of any new product. It is important in these contacts to mention that launching the right product at right price and also the right place is one of the main criteria for successful product launch event. It is important for the Jurlique Company evaluate the place for the launch of the product. In this case, as the company is launching an expensive skin care product, it is important for them to launch the product in all the urban developed regions of Australia where the income level of the people is generally in the higher category. Conclusion With the help of effective and efficient marketing management plan it is possible for the Jurlique Company to successfully launch their product of anti-aging nourishing oil. The use of 5C marketing tool can help to identify the strength weakness of the company and also help them to utilise the business opportunity. Nevertheless, it is important for them to collect proper information related to market intelligence that can be applied in all the marketing tools. The company must also identify the need and demand of the target customers in order to provide them with higher quality product and also ensure high customer satisfaction rate is obtained. Due to the fact that in the present age people are becoming more aware of their healthy condition of the skin the use of natural ingredients and herbal products can be one of the major strength of Jurlique Company. It is also important for the company to use the 4P elements of marketing mix in order to make the launch event of the new product successful. References: Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson Australia. Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan. Brindley, C. and Oxborrow, L., 2014. Aligning the sustainable supply chain to green marketing needs: A case study. Industrial Marketing Management, 43(1), pp.45-55. Di Benedetto, C.A. and Kim, K.H., 2016. Customer equity and value management of global brands: Bridging theory and practice from financial and marketing perspectives: Introduction to a Journal of Business Research Special Section. Journal of Business Research, 69(9), pp.3721-3724. Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge. Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education. Kotler, P., Keller, K.L., Manceau, D. and Hmonnet-Goujot, A., 2015. Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall. Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate, and directions. Routledge. Mller, K. and Parvinen, P., 2015. An impact-oriented implementation approach in business marketing research: Introduction to the Special Issue on Implementing Strategies and Theories of B2B Marketing and Sales Management. Industrial Marketing Management, 45, pp.3-11. Wei, Y.S., Samiee, S. and Lee, R.P., 2014. The influence of organic organizational cultures, market responsiveness, and product strategy on firm performance in an emerging market. Journal of the Academy of Marketing Science, 42(1), pp.49-70.

Restaurant free essay sample

This proposal is intended to pinpoint the problems and introduce actions or solutions for the active restaurant operator-owner and manager who are involved in the Moviante Restaurant. The analysis is divided into four parts: (1) problem identification, (2) causes of the problems, (3) solutions to the problems, and (4) recommendations. Additionally, there will be a complete discussion on problem solving designed to avoid future, foreseeable undesired outcomes. Statement of the Problem Mark Jaslow, the manager of Moviante, described that the business level in the spring and summer of 1998 was booming. However, from November on, business began to decline. Even the effort to eliminate costs such as labor hours, laundry expenses, and advertising budget seemed to be useless. Further, Moviante discontinued offering lunch in December owing to the fact that the advertisements for lunch specials failed significantly to promote business. According to the income statement of 1998, Moviante has suffered operating losses of $3,208. This loss is primarily due to declining sales revenue while increasing in operating expenses. We will write a custom essay sample on Restaurant or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page What actions should Moviante take in order to reverse annual loss of this year as well as any losses that possibly incur in the future? Problem Identification 1. Operating Loss – this is a major problem of the restaurant. As shown in 1998 income statement, total costs are approximately 90 percent of total sales. This showed a red flag of the restaurant. Also, the majority of restaurant sales come from weekend nights rather than the weekdays (See Table1). Operating Times| Sales Volume/week| Percentage of Total Sales| Weekdays| $3,000| 40%| Weekend nights| $4,500| 60%| Total| $7,000| 100%| Table1: Sale Volume per week 2. Advertising and Promotion – according to an informal survey of 25 residents within a ten mile radius of Ithaca conducted in February 1999, no respondents recognized the name â€Å"Moviante†. More surprisingly, they did not know what it was or where it was located. Furthermore, of all the coupon ads that advertise in the valley’s free newspaper with a circulation of 29,000, only ten coupons were redeemed. The restaurant was promoted using 13 local newspapers within a 30 mile radius, 1 free valley newspaper, New York Times, New York Magazine, local radio station. Indeed, the restaurant had placed advertisements using these media; however, Ithaca residents did not know or hear about it. Therefore, the problem here with regard to media used and advertising or promotion strategies is another major concern. 3. Target Market – Moviante is located on a side street in the college town of Ithaca, New York. Because of easy accessibility to Route 80, the restaurant would capture the transient vacationer who might be enroute to ski, camp, or fish. According to Schore, he said the major problem was how to divert those travelers from the superhighway and into Ithaca. Nevertheless, the restaurant firstly offered different meal periods to attract different customers (See Table2). Meal Period| Target Market| Lunch| Intown and regional businesses| Dinner| Remote areas| Afternoon snack| Students, shoppers, locals| Brunch| Remote areas| Late night snack| Students, locals| Table 2: Meal Period and Target Market Take out| Locals| The strategy of attracting different customers with different meal periods did not work out very well because the majority of customers were described as mostly upper middle class couples in the $30,000-$40,000 income bracket from the surrounding cities within half an hour of Ithaca. As a result, the problem here is that the target customers are not the people who mainly patronize the restaurant. 4. Menu – items on the menu seems to be another problem of Moviante. Of the ten items on dinner menu, one was vegetarian while the rest of them were seafood and meat. Clearly, no variety of items was offered to vegetarian customers. Further, Moviante served much the same menu for lunch and dinner, only portions and prices were different. The menu was not created in such a way that can attract new customers. These all shortcomings would bring in the restaurant’s menu problem. Causes of the Problems There are a lot of symptoms stated and occurred at the restaurant. To make sure that these symptoms really cause the problems, it is necessary to verify each symptom closely. The problems stated earlier are involved with operating loss, advertising and promotion, target market, and menu. The following are those that cause the restaurant problems. 1. Management – the restaurant began to decline in sales revenue, incurring operating loss since November 1998. Obviously, this loss happened right after Mark Jaslow was promoted to be the manager of Moviante. Jaslow had been employed as a cook in New York City for the past six years and was just finishing his Hotel and Restaurant management degree at Cornell University. He was originally hired as the cashier/assistant manager in March 1998. He who has very few months of management experiences, are now responsible for all areas from the front to the back of the house. It would be problematic for a job that used to have two persons (Schore and Quinn as a co-manager) responsible for transferring to a job of one person. Perhaps, job overloading can result in an ineffective performance. It is also known that poor organizational structure and poor management are the major causes contributing to the firm’s failure (Reich, 1998). 2. Marketing – one of the problems stated earlier is target customers are not the people who mainly patronize the restaurant. Moviante did not have clear marketing objectives, a detailed action plan of marketing strategies, as well as an effective marketing research and information system. Each of these factors deprives the restaurant of achieving its target market and business’s goals. According to survey, most Ithaca residents still did not know â€Å"Moviante† in spite of the restaurant’s marketing effort. Indeed, the restaurant’s target market was not clearly defined. Each group of the target market should be clarified regarding age, income, education, geographical area, and preference. As a result, the restaurant would not be able to develop an effective marketing strategy if the target customers were not defined clearly and correctly at the first place (Kerin Peterson, 2001). 3. Advertising and Promotion – all of the restaurant advertisements were eventually cancelled in November 1998 due to the operating loss. Ineffective use of promotional mix such as public relations, personal selling, and sales promotion can be a major cause keeping Moviante away from reaching sales volume. Obviously, Moviante failed to increase customer awareness of the restaurant and entice first-time buyers to try the restaurant. Hence, there would be difficult for the restaurant to create new customers, gaining a higher percentage of repeat customers. Advertising message is another cause of the restaurant problem. Simply stated â€Å"Moviante† and included a description of its food with the address and hours of operation would not entice or catch people’s attention. Below is the figure illustrated that the restaurant spent 75 percent on the simply stated â€Å"Moviante† ads while spending 25 percent on more informative ads with specific details about the food with redeemable coupons offered. 4. Menu – as far as the restaurant profit is concerned, the menu and menu planning are front and center in the restaurant business. The menu is the most important ingredient in guests’ experience (Walker Lundberg, 2001). Observations from menu in many Italian restaurants, northern Italian style restaurants are likely to offer green spinach noodles served with butter and grated Parmesan cheese. Also, items such as â€Å"gnocchi† which are dumplings made of semolina flour and â€Å"saltimbocca† which is made of thin slices of veal rolled with ham and fotina cheese and cooked in butter and Marsala wine are examples of popular items at the northern Italian restaurants (Walker Lundberg, 2001). However, Moviante which defined as northern Italian cuisine did not have any of those itemed mentioned appeared on its menu. Accordingly, lack of popular menu items, variety of items, vegetarian choices, and kids’ menu are the drawbacks of Moviante restaurant. Analysis of Alternatives or Solutions The following solutions were assessed and analyzed based on statement of problems and causes. The solutions were developed in order to help Moviante solve current problems and prevent foreseeable undesired outcomes. These also help the restaurant to succeed in the areas of profitability, customer satisfaction, as well as employee satisfaction which are the best wishes for all restaurant businesses. (Reich, 1998). 1. Management – key alternatives for Moviante regarding management include: * Develop management philosophy – this is a profound step that can leads to the restaurant success or failure (Reich, 1998). All stockholders and manager should have a meeting and clearly discuss about the relationship among sales volume, profit volume, and amount of service to be offered. * Organizational structure – an operational structure will facilitate the smooth operation of the restaurant (Kreck, 1978). Even though Moviante is operating as a small business, organizational structure is necessary. Using functional approach recommended by Reich (1998) to form an organizational chart, Moviante restaurant may be divided into dining room, kitchen, management, marketing, and finance/accounting. Additionally, having a clearly organizational structure can help the restaurant examine in detail of the tasks and jobs to be performed by each person (Walker Lundberg, 2001). * Evaluating and training – continually operating without performance evaluation is not motivated employees to make the best out of their ability. Training is also key to keeping satisfied, capable, confident, and competent employees (Walker Lundberg, 2001). Accordingly, all employees at the Moviante restaurant should be trained periodically to successfully meet restaurant goals. . Marketing – key alternatives for Moviante are provided to solve these three major problems: (1) Moviante did not have a clear set of marketing objectives and strategies, (2) Moviante current distribution methods did not reach profitable market segments, (3) Moviante did not effectively use promotional mix variable to maximize its sales revenue. * Marketing objectives – this includes identifying target market an d establishing goals for each market segment (Abbey, 1993). First of all, Moviante needs to identify the types of market segments to be solicited. Moviante’s current market segments are too broad and vague, making it difficult for the restaurant to penetrate to all of them within a limited budget. However, the plan to capture the transient vacationer who might be enroute to ski, camp, or fish, as well as people from the city heading to the country want to stop in Ithaca is interesting. According to the study of consumer behavior, transient vacationer and visitors are more likely to spend much money in the restaurant along their way to travel than those of local people who live close or nearby that restaurant (Hawkins, Best, Coney, 2004). This group of people would help the restaurant generate higher average check. However, the local people should not be overlooking because these group can maintain the sales volume during the weekdays. * Marketing strategies – after target market is clearly defined, now the restaurant would be able to do the action plan for each market segment. The action plans should include advertising strategies and media planning to use for each segment. The table below shows potential market segment with planned advertising media: Target Market| Promotion Techniques| Advertising Media| Transient vacationers, visitors| * Coupon redemption * Happy hours| * Join the Chamber of Commerce with the promotion of â€Å"Main Street Ithaca† * Brochures, flyers, Website | Local residents (i. e. students, shoppers, regional businesses| * Coupon redemption * Happy hours, senior discounts * Support local sports team| * Radio, direct mail, newspapers * Sample menus, posters * Restaurant’s own Website| 3. Menu engineering – key alternatives to menu problems include: * Prepare a well-written menu – to make it easier for customers to read, menu should be organized, clean, and fresh in appearance (Gordon Brezinski, 1999). It is recommended that the price on the restaurant’s menu be aligned on the right. Also, too much detailed item description is wasted. * Items on the menu – as stated earlier in the causes of problem, Moviante as a northern Italian ethnic restaurant, should adopt popular items which have been used widely and successfully in other Italian cuisines. According to the consumer behavior study by Hawkins, Best, Coney (2004) customers are more likely to patronize the restaurants that offer popular items rather than those that offer ordinary dishes. * Special menu – with a growing number of people who are concerned more about what they consume, special menus including vegetarian meals, low-fat, or low-carb items are becoming to grow. More and more restaurants are providing specialty items to attract customers (Ruggless, 2003). As a result, Moviante needs to offer more vegetarian items and stay abreast to the consumer’s trends. Kids’ menu – the whole attitude of full-service restaurants changed when the fast-food restaurants started to appeal to families with kids by offering kid meals at desired sizes and prices (Gordon Brezinski, 1999). Most of the transient vacationers and visitors are more likely to be families with kids. Offering kids’ menu would be a good opportunity for the restaurant to brin g in more customers. Conclusions and Recommendations * The restaurant’s operating loss occurred since November 1998 was due to the major causes of poor management, lack of organizational structure, marketing and promotion problems, as well as menu problems. A restaurant needs a series of marketing programs that target its variety of customer segments and are designed to generate additional traffic from among the growing year-round resident population – particularly during the off-season. Accordingly, the restaurant should target and attract seasonal residents, visitors, and vacationers – in and out of Ithaca area. * Moviante’s marketing activities should take into account the lifestyles of the Ithaca residents, which are made up of year-round residents, seasonal residents, and tourists. * Weekend dinner business presents the biggest meal period sales volume. Hence, marketing programs are needed to address these meal period opportunities. * The restaurant’s new menu should be promoted. A great deal of thought and effort has gone into designing a menu that will communicate a better price/value perception than the current menu. Promotion of the new menu will also help promote the image of the restaurant. * Steps should be taken to improve the restaurant’s awareness in the community. * Generating groups and party business to maximize use of the areas of the restaurant. * Promotion incentives that encourage and reward purchase frequency over specified time periods may be employed. Decorating the restaurant in the holiday’s theme.

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