Writing a Proposal on Quality Management Planning Framework

Quality Management Planning Framework

Bank services the employee’s role and behavior take on even greater importance. This is partly because of the presence of the customer within necessity of high level of contact between customer and service employee, in the delivery of many types of service. New services continue to emerge in response to requirements for a high level of customization, achieved through intensive use of labor in their delivery. Also, when face-to-face encounters between customer and employee become less frequent it can be more important to “capitalize” on the few occasions when meetings do occur[22], particularly as these infrequent face-to-face encounters may be occasioned by failure of the routine system and, hence, be even more sensitive to good or to poor execution. The placing of control on bank’s employee attitudes and performance and in the overall banking service organizations in approximate equivalence to product quality control in manufacture. There noted that banking services depend on customers gaining favorable impressions as a result of services which are well performed. To be able to do good job, the service personnel who are in customer contact need not only to be well trained, but also to be happy about their work.

 

-          The need to provide information about bank supervisor effectiveness as well as bank employee preference

-          The need to help to pay attention to client needs in the actual banking transactions

-          The shaping of banking accountability expectations and provide motivation stimulus on both parties

 

The strategies are probably becoming more important as services evolve into larger organization, particularly relevant in the banks on which Berry focuses, smaller service firms, which are still the major employers, it may also be desirable to supplement informal methods, and personal relationships. The provision of explicit banking services can be recognized in three forms: self-services, which require roles such as drinks making in hotels, and self-service in restaurants and supermarkets: services to other consumers, for example participation in a seminar or syndicate group; and services provided for the organization, like returning supermarket trolleys or library books. Banking customers need to specify their requirements and provide feedback about their level of satisfaction, and even to show when the service has been completed. Johnston argued that service firms need to manage these customer roles using similar approach to the management of employees. This, he claimed, will probably include deciding what sort of customer is wanted and how to go about customer selection.

 

Haywood-Farmer discussed a model of service quality which recognizes:

- Physical facilities and processes

- People’s behavior

- Professional judgment

 

An important aspect of Haywood-Farmer’s discussion of the model was the recognition that the characteristics of professionalism, judgment, advice, autonomy, diagnosis, self-motivation, knowledge and discretion are present to a variable extent in the activities of the employees of most organizations, not just the professions, e.g., law, medicine, education etc. The relative position of each of the attributes in this model was used by Haywood-Farmer to explain firms’ positioning in respect of some of the classifications of service, including contact, labor intensity and customization. Services which are low in terms of customer contact, customization and labor intensity, for example, are closer to the physical facility attribute of Haywood-Farmer’s model, whereas services high in all three will be positioned in the centre of the triangle. Responsiveness Concerns the willingness or readiness of employees to provide services. It involves timeliness of service like: posting a transaction slip immediately; returning phone call quickly; giving prompt service; setting up appointments quickly. Access Involves approachability and ease of contact. It means: the service is easily accessible by telephone; queuing time is not excessive; convenient hours of operation; convenient location.

STRATEGIC DEVELOPMENT OF STARBUCKS HONG KONG

STRATEGIC DEVELOPMENT OF STARBUCKS HONG KONG

 
Table of Contents

Introduction.. 3

SWOT Analysis.. 4

Strengths. 4

Weaknesses. 4

Opportunities. 5

Threats. 5

Future Development of the Organisation.. 6

Resource-led Strategic Development. 6

Value Creation. 7

Exploiting the Core Competencies. 8

Strategic Options. 9

Market-led Strategic Development. 9

Ansoff’s product/market Matrix. 10

Figure 1. Ansoff’s product/market Matrix. 10

Analysis of the Strategic Options.. 12

Recommendations.. 13

References.. 14

 

Introduction

In the olden times, foresight is limited to those claiming to be soothsayers, clairvoyants, and fortune tellers. Warlords and royalties often took their advice and ask for their counsel to aid with the battles and even state decisions. Centuries past and these individuals are left to those who place high regard on spirituality and the supernatural. Recent developments in business management and commerce have developed types of tools used for forecasting. However, unlike the soothsayers, clairvoyants, and fortune tellers, the forecast are based on the current positions and possible trends of the market. This shows that the modern merchant has gone very far from considering the supernatural and mysticism as a means of foretelling what is ahead.

This paper will be using this method of forecasting using analytical tools and consider the trends of the market. The focus of this paper will be the world renowned coffee provider, Starbucks. More specifically, the discussions will be covering the conditions surrounding the Hong Kong operations of the said brand. The use of SWOT analysis will be intimating the macroenvironement and microenvironment of Starbucks Hong Kong. The findings of this analysis will be the foundation of succeeding developments of the company in terms of the market and in terms of its own resources. In the end, an analysis of the possible strategic options for the company will be given. The observations and arguments provided in the subsequent discussions are to be supported by academic journals and scholarly articles directly related to the resource- and market-led developments of the modern company.     

SWOT Analysis

The SWOT analysis has been one of the tried and tested tools in determining the external and internal environment relevant to the organisation. The following part will paint this picture on the case of Starbucks Hong Kong. The company started its operation in Hong Kong in 2000 with the joint venture of Starbucks Coffee Company International and Maxi’s Caterers Ltd. (Ho, 2002, 283)

Strengths

The primary and possibly most obvious strengths of the company is the strength of its brand name. The name Starbucks has now been constantly associated with the finest gourmet caffeine filled drinks in the market. In 2005, the company has built over sixty five coffee establishments in Hong Kong. (Starbucks Coffee Company HK, 2007) This shows that the company has a definite hold of the market. The presence of the famous signage in the strategic locations alone provides an inviting appeal to the coffee drinking public in Hong Kong. In relation to this number of coffee establishments, an additional strength of the company is its accessibility to both locals and foreigners to their products.

Weaknesses

One of the possibly highest predicaments on the part of Starbucks in Hong Kong is the price of the individual cup of coffee. Compared to the other players in the market, particularly the local stores that offer the traditional Hong Kong-style coffee, the prices of the products sold in the coffee establishments in HK is rather high. (Lu 2002, 169) With reference to the other international coffee providers in the HK market, the products are essentially indistinguishable and interchangeable. This manifests the constant need for the local Starbucks stores to constantly innovate their products from the beverages to the cakes that they offer.   

Opportunities

Studies have maintained that the consuming public in Hong Kong is slowly developing a culture of coffee drinking. (Lu 2002, 169) This shows that potential of having a greater market share with the expanding number of buyers. The cold beverages offered by the company tend to attract a much younger market base. Moreover, the image of the company associated with chic and somewhat stylish lifestyle which consumers find rather appealing. In order to take advantage of this expanding market, improvements and developments in both the confectioneries and beverages should be looked into. Aside from coffee and tea, the company should look at other beverages that could be marketable. On the other hand, additional unique cakes and other pastries that complement their beverages should be introduced.  

Threats

The suppliers in the coffee industry are considerably powerful with reference to their bargaining power. The raw materials needed by the company to peddle their primary product, coffee, are acquired overseas which means that they need to acquire the good graces of these suppliers to ensure smooth business transactions. In the same regard, the rise and fall of the prices are easily controlled by these suppliers. This uncertainty provides for the erratic nature of the prices of the raw materials which also denote unpredictable changes in the overall profit of the company.   

Future Development of the Organisation

As maintained in the introduction of the paper, organisational development is incessantly sought by any modern company. It is important to realise that in order for development to essentially actualise, change has to occur. A model of organisational development theories places strategic management as a tool to determine the foreseeable future of an organisation. (Drejer 2002, 4) The following discussions will cover the possibilities of inducing change in the resources and markets held by Starbucks Hong Kong. After every presentation, an examination of the possible strategic options for the company will be given. These strategic options will be the basis of the recommendations that this paper will provide in the later parts.

Resource-led Strategic Development

To trigger development in Starbucks HK, improvements in terms of using the resources of the company is imperative. Specifically, the company needs to realise how it could find the overall improvement by maximising its resources with minimal wastage and even smaller unnecessary spending. In this regard, this paper realises that the best way to maximise development in terms of the resources at the disposal of Starbucks is through value creation of the company and by exploiting the core competencies of the company.  

Value Creation

In order to establish the proper ways of creating value in the organisation, one must first establish the value chain of the company. The following will be providing the specific primary and support activities that create value for Starbucks Hong Kong.

Primary Activities

Based on the value chain theories, primary activities include “inbound logistics, operations, outbound logistics, sales and marketing, and service.” (Porter 1985, in Swiercz and Spencer 1992, 35) In the case of Starbucks, the inbound logistics consists of the reception of the inventories needed to provide the public the best gourmet coffee in the market. (Incandela, McLaughlin, and Shi 1999, 84) These include the raw materials for creating the brew as well as the backed goods which the stores peddle along with their drinks. In the context of operations, the individual Starbucks stores in Hong Kong provide the services that involve the creation and distribution of different caffeine concoctions to their avid consumers. (Stopper 2004, 21) On the other hand, marketing the brand is essentially one of that requires less effort compared to the rest of the primary activities of Starbucks. With their already strong brand and established core consumers, they could always rely on word of mouth as their primary means of advertising. (Stopper 2004, 21)  Similarly, the maintenance of the machines that provide for the cappuccinos and espressos for Starbucks as well as the maintenance of the ambiance of the individual stores constitutes for the services element of the primary activities of the company. Keeping these elements up and running provides the smooth operations of the individual stores.

Support Activities

Included in support activities of Starbucks are the areas of human resources and technology. Starbucks baristas are constantly trained not only to instil the prescribed image sought by Starbucks but also to keep up with the constant technologies and consequent innovations in drinks that the company carry out. (Allerton 2004, 95) Other elements connected into this activities is the recruitment, selection, and hiring of future employees for the company.  

Exploiting the Core Competencies

Based on the discussions above, there are several core competencies that Starbucks Hong Kong could exploit to carry out strategic developments. First, the company is basically the primary provider of premium coffee in Hong Kong in reasonable prices. This means that the consumers are getting their money’s worth. In the same regard, the human resources of the individual stores tend to fill up another core competency as they come out as affable, knowledgeable and skilful baristas after they undergo the initial training provided by the company. This gives the individual stores an edge as elements of customer relationship management is infused in this context. 

Strategic Options

The discussions above present that Starbucks Hong Kong, is considerably having a grand time being one of the top players in the market. However, in order to maximise the resources and create more value for the company, Starbucks have to recognise the strategic options based on what they posses. It would be more advantageous for the company to deal with things that they can actually control their resources. Based on the discussions above, the company is already a well oiled machine in the context of its value chain. However, it would still be advantageous to reduce the costs of their operations. In this way, the company could expand some more and realise its goals of being the “premier purveyor of the finest coffee in the world while maintaining our uncompromising principles.” (Starbucks Coffee Company HK, 2007) On the other hand, another strategy option for the company is to improve on their major core competency. The edge that they have is that their baristas provide the personalised service that the Hong Kong consumer requires. In doing so, Starbucks Hong Kong will not only keep their core consumers, it is possible that they establish a whole new set of target market. However, this could only be possible if they intend to carry on implementing the existing culture of innovation with regards to their beverages and confectionaries.

Market-led Strategic Development

Aside from the resources of the company, it is also imperative to establish the personality of the external environment. In reality, Starbucks Hong Kong’s position in the market is not that secure. There are other players in the industry that intend to take the place of the company in terms of market position and market share. Just by walking down the busy streets of Hong Kong, one would see the intensity of competition in the said market. Companies like Coffee Bean and Seattle’s Best, and local coffee shops in Hong Kong make the coffee industry in Hong Kong more interesting. The battle for market supremacy will be discussed with the help of Ansoff’s product/market matrix.

Ansoff’s product/market Matrix

This marketing tool is essentially used to help companies to take on organisational development and marketing growth. (Adamson 2005, 358) Basically, this is used to view the possibility of growth through the products and markets, either existing or new.

 

Figure 1. Ansoff’s product/market Matrix

 

 

Market Penetration

Market penetration shows that the possibilities of growth in a company that intends to operate in an existing market and product. In the case of Starbucks Hong Kong, the product, with exception to the famous blends, are constantly changed to promote and build a market for the company. (Stopper 2004, 21)  

Market Development

Hong Kong is essentially among the top destinations in Asia. Academics have pointed out that the consumers here have low uncertainty avoidance; hence does impulse buying is prevalent. (Chan et al, 1999, 12) Nevertheless, when they see a particular brand that they like, consumers tend to stick to it. This is the reason why Starbucks Hong Kong is constantly seeking a new market every chance that they see.

Product Development

Product development has become one of the fortes of Starbucks in general. They are known in the market as the key innovators in coffee blending both in hot and cold mixes. Though admittedly, the consumers do stick to a particular type eventually, new products tend to only provide a whole new range of choices for the consumers, but also trigger new purchases on the said product. (Stopper 2004, 21) 

Diversification

Diversification initiatives in Starbucks Hong Kong are limited to the introduction of new concoctions and confectionaries. (Stopper 2004, 21)  Moreover, there are some stores that have started to offer breakfast meals as a part of their menus.

Analysis of the Strategic Options

The strategic options provided above, the market-led and the resource-led options, presents the information needed by Starbucks Hong Kong to assist them in formulating strategies and in making strategic decisions for the company. In the same manner, the said data establishes what the company needs to create a strategic fit for their operation.

Upon examining the data as well as the options provided above, it appears that the two perspectives have to complement each other. Specifically, the resource-led options should find a way to stretch the resources of the company to fit the needs of the market. The company should find a way to use these resources and value chain as leverage to allow the company to realise its potentials. On the other hand, the market-led options should establish a fit with reference to the capabilities and limits of the resources of Starbucks Hong Kong. Through appropriate positioning and finding the opportune niche, the company will be well on its way in taking Hong Kong by storm. 

 

Recommendations

The following recommendations are based on the principles, arguments, and observations provided in the discussions above. Basically, Starbucks Hong Kong should take on the following courses of action.

Install a Cost Leadership Strategy

The discussions above have established that the company should be taking on the advantages of the economies of scale and the experience curve that they have accumulated since their inception in the Hong Kong market. Basically, this is shown in their acquisition of a large market share. (Allen, Helms, Takeda, White, White, 2006, 24) However, it is apparent that Starbucks Hong Kong is not taking advantage of the situation entirely. The discussions above imply that the company has yet to significantly reduce their operational costs so as to maximise their profits and consequently create value for their firm. Based on the website of Starbucks Hong Kong, they have established a programme (Starbucks Cards) that provide great strides towards addressing this issue. This programme, not only ensure repeat purchase in their stores but also guarantee customer loyalty and consequently establish a close customer relationship with the core consumers of Starbucks Hong Kong.

Improve their Differentiation Strategy

The study has pointed out that the products and services provided by the players in the industry are essentially the same. (Clark 2005, 34) Since the company has been touted to have a culture of innovation, then this would not be a problem. However, the company should also make sure that the development in the confectionaries and beverages should coincide with the general likes and dislikes of the coffee drinking public of Hong Kong. For instance, aside from coffee and tea, the stores should experiment on other drinks like smoothies. In the services department, stores should start to consider addressing the fast paced lifestyle in Hong Kong. This means that express lanes or even drive thu counters may bid well in the future of the company.

Focus their marketing on specific target markets 

As maintained earlier, the coffee drinking culture in Hong Kong is increasing, partly because of the developments provided by Starbucks. Normally, professionals and other foreigners are among the main consumers of coffee. (Allen, Helms, Takeda, White, White, 2006, 24) With the introduction of the cold coffee-based beverages, a much younger crowd has been flocking the stores. In addition to the products, the ambiance of the stores, aside from being the greatest possible place to satisfy one’s caffeine fix, has become very famous areas for hanging out for young people. Starbucks Hong Kong should be capitalising this potential.

References

 

Adamson, J. (2005) "Using Marketing Visuals for Product Talk in Business English Classes." Business Communication Quarterly. 68(3), 358.

Allen, R., Helms, M., Takeda, M., White, C., White, C. (2006) "A Comparison of Competitive Strategies in Japan and the United States." SAM Advanced Management Journal. 71(1), 24. 

Allerton, H. (2004) "Food for Thought: True Tales from the Workplace." T&D. 58(4), 95.

Chan, A., Chow, W., Fosh, P., Snape, E., Westwood, R. (1999) Hong Kong Management and Labour: Change and Continuity. Routledge. London.

Clark, C. (2005) "Shopping without Cash: The Emergence of the E-Purse." Economic Perspectives. 29(4), 34.

Drejer, A. (2002) Strategic Management and Core Competencies: Theory and Application. Connecticut: Quorum Books.

Ho, B. (2002) "Demutualization of Organized Securities Exchanges in Hong Kong: The Great Leap Forward." Law and Policy in International Business. 33(2), 283.

Incadela, D., McLaughlin, K., Shi, C. (1999) "Retailers to the World." The McKinsey Quarterly.p84.

Lu, H. (2002) "Nostalgia for the Future: The Resurgence of an Alienated Culture in China." Pacific Affairs. 75(2), 169.

Porter, M.E. (1985) Competitive Advantage. New York: Free Press. in PM Swiercz, B. Spencer "HRM and Sustainable Competitive Advantage: Lessons from Delta Air Lines." (1992) Human Resource Planning. 15(2), 35.

Starbucks Coffee Company. (2007) Starbucks in Hong Kong. Available In: http://www.starbucks.com.hk/en-US/_About+Starbucks/Starbucks+in+Hong+Kong.htm [Accessed 04 April, 2008]

Stopper, W. (2004) "Establishing and Maintaining the Trust of Your Employees." Human Resource Planning. 27(2), 21.

 

 

  

Sample Thesis Chapter 1 : PROBLEM AND ITS BACKGROUND

AN INVESTIGATION INTO THE PRIVATISATION PROCESS OF PUBLIC HOSPITAL AND ITS LONG-TERM EFFECTS

Chapter 1

PROBLEM AND ITS BACKGROUND

Introduction

According to Hodge, (2004) privatisation is defined as the process of transferring the ownership or management of public establishments, projects, and services from the government sector to the private sector, relying on market mechanisms and competition, through a number of methods including contracts for managing, operating, financing, or selling all or part of the government's assets to the private sector. There are many reasons why government attempts to privatise certain establishments and there are many procedures to be considered to privatise public organisation like public hospitals. It has been noted that the process of privatisation include various objectives.

The first objective is the improvement of the capability of the national economy and enhancing its competitive capacities to meet the challenges of both national and international competition. The capability of the economy can be enhanced by subjective projects to market forces. The enhancement of the competitive is closely connected to the general approach of developing private sector (KSA Supreme Economic Council, 2008). Another objective is to encourage private sector investment and efficient participation in the national economy of any nation and increasing the share of domestic production to attain stability and growth in terms of national economy. In addition, privatisation also aims on ownership expansion of productive assets. Through the use of public subscription as part of privatisation process, can expand the participation of population in the ownership of the productive assets. Further, they also want to encourage large number of people to participate in various types of process transferred to the private sector by utilising the privatisation approach of public subscription and encourage local investment of national and international capital. Privatisation reflects the commitment of the government to economic reform as well as projective a positive image on attracting more foreign investor (KSA Supreme Economic Council, 2008).

With many investors, this leads to the increase of employment opportunities among citisens and optimises the utilisation of national labor forces and it also provides services to people and investors in a cost-efficient and timely approach. The monopoly concession rights of privatisation projects may result on the increase prices and reduction of the quality of services since some of the industries receive government subsidies prior to being privatised. Privatisation can also help in rationalisation of public expenditure and reduction of the burden of the government in terms of financial budget by providing private sector opportunities to operate, finance and maintain certain organisations. Lastly, privatisation are also said to increase government revenues from returns on participation in procedures to be transferred to the private sectors and moneys obtained. These are few of the obvious effects of privatisation process of public services and since the Kingdom of Saudi Arabia are trying to gain benefits from privatisation, the aim of this dissertation is to analyse and investigate the privatisation of public hospitals in KSA and to determine the long term effects of this to the entire nation.

 The study shall be divided into five chapters in order to provide clarity and coherence on the discussion of the topic. The first part of the study will be discussing the problem uncovered by the researcher and provide ample background on the topic. The chapter shall constitute an introduction to the whole study, the hypothesis, and the statement of the problem in order to present the basis of the study. Moreover, the chapter shall also have a discussion on the scope of its study as well as the significance of the study to society in general and specific effects on individuals.

The second chapter shall be discussing the relevance of the study in the existing literature. It shall provide studies on marketing strategies or practices and customer satisfaction and others. After the presentation of the existing related literature, the researcher shall provide a synthesis of the whole chapter in relation to the study.

The third part of the study shall be discussing the methods and procedures used in the study. The chapter shall comprise of the presentation of the utilised techniques for data collection and research methodology. Similarly, it shall also contain a discussion on the used techniques in data analysis as well as the tools used to acquire the said data.

The fourth chapter shall be an analysis on the tabulated data. After the said tabulation, the data are statistically treated in order to uncover the relationship of the variable involved in the study. With the said data, the chapter seeks to address the statement of the problem noted in the first chapter.

The last chapter shall comprise of three sections, the summary of the findings, the conclusions of the study, and the recommendations. With the three portions, the chapter shall be able to address the verification of the hypothesis stated in the initial chapters of the study.

 

Background of the Study

According to Schieber (2000), Saudi Arabia’s health system performs effectively in terms of maximising the health status of the population, continuing to assure the population financial protection against illness, providing equitable access to high quality, state-of-the-art services with high levels of consumer satisfaction. He adds that the health system performs efficiently from both macroeconomic and microeconomic perspectives and being financially sustainable in the light of expected economic growth and demographic trends. The ability of the Saudi Arabia to support the population’s increased health needs for the individual will depend on the country’s socio-economic situation as well as the efficiency and effectiveness of the Saudi health system programs in providing necessary services. Basically, he would assert the relationship of socio-economic situation of the individual with the existing health system policies. However, due to some economic reasons, Saudi Arabia has been able to present a vision for privatisation in the Kingdom. 

The privatisation of the hospitals in Saud Arabia is part of its Seventh Development plan for 2020 (Speakman, 2002). Such vision is supported by an elaboration of the main goal of privatisation. Privatisation is mainly referred to include not only the selling of Government assets to a private entity, but also transfers all the management (contracts and concessions) and the opening up of new sectors so far reserved to the public sector for investment by the private entity. Accordingly, KSAs Ministry found that privatisation is the best way to solve the issue of hospitals shortcomings and problems. The government has concluded that the Australian experience fits KSA best because of the commonness of their health system.  Some mentioned that one of the advantages of privatisation is to avoid public hospitals from bankruptcy and the capital of the private entity can be used to developed the hospitals and attract highly trained and qualified health professionals. Even if the government has their own reasons for privatisation of the Hospitals in the nation, problems still occurs in line with the perspectives of some economist and the residents of the Kingdom. This study is then conducted to determine the long terms effects of privatisation of hospitals in KSA.

 

Research Questions

The study will investigate the privatisation of hospitals in Saudi Arabia.  Specifically, the researcher will answer the following queries:

1.                    How would the residents describe or assess the privatisation of hospitals in terms of:

        Benefits Equity

        Access and Service Delivery System

        Quality and Consumer Satisfaction

2.    How would the Saudi Arabians assess the effects of privatisation of the hospitals in Saudi Arabia?

3.    What are the advantages of public hospitals privatisation in Saudi Arabia?

4.    What are the disadvantages of public hospitals privatisation in Saudi Arabia?

5.    What are the major factors holding the privatisation process?

6.    If the government wants to proceed with the privatisation plan, what could be the most effective ways to do so?

 

Thesis Statement #1

The privatisation of hospital will only lead to private hospital monopoly and increased competition.

Statement of the Problem

The privatisation will benefit private hospitals in various ways including the scope as a resultant factor of the transfer from public to private, improved efficiency and effectiveness of healthcare services, improved overall corporate governance because of the addition of professionals and the creation of new opportunities within the healthcare industry. Provided that private hospitals have the financial, administrative and technical capabilities to control and influence the healthcare business, the economic balance between private and public hospitals will become blurry. Within the competitive environment, the healthcare industry structure, this is also subjected to market forces, must conform to commercial objectives and private sector principles at the expense of the

public hospitals and the end-users.

13

Thesis Statement #2

Hospital privatisation will negatively impact the Saudi Arabian nationals employment.

Statement of the Problem

The impact of privatisation on labor is evident on the negative trend in employment. Labor retrenchment will be viable resulting to employee turnover. Saudi Arabian workers make up only a small portion of the private sector. As such, there may be the fear of laying off of workers and be replaced by foreign workforce who tend to be much cheaper and productive. Further, the terms of employment and necessary employee arrangement could be restructured in light of the privatisation. When workers are made redundant, the compensation structure could be altered. Another issue to ponder on will be the skill development and retraining required once hospital privatisation materialises. The extent to which the Saudi Arabian government could extend to help Arabian nations due to the switched in demographics will be a matter of debate.

Thesis Statement #3

Due to hospitals privatisation, the economic control of the Saudi Arabian government over the healthcare industry will be limited.

Statement of the Problem

In the presence of foreign investors, the extent of ownership of these privatised hospitals will be tended on external forces and not the Saudi Arabian government. Since infrastructure, natural resources and social assets such as health and education resources are managed by the Saudi Arabian government, the degree of ownership and management will be lessened. Moreover, the government revenue could likewise be limited because there are no corporate taxes to which the government could benefit from. The non-existence of taxes could not necessarily mean better prices for hospital services end-users. If the government will lose control and authority in privatised hospitals, revenue sharing arrangements, fee charging regimes and sale proceeds will eventually be inadequate.  

14

OBJECTIVES OF THE STUDY:

—  To examine in depth the privatisation process and practices in Saudi Arabia.

—   To identify the determination of privatisation the public hospital in Saudi Arabia. 

—  To investigate and revel the long-term effects of the privatisation and for privatising of the public hospital.

—  To propose the privatisation process and procedure for the government hospital in Saudi Arabia which can be used as the prototype of such privatisation process in the Middle East.

 

Significance of the Study

This study would provide an in-depth base empirical data on the implications of Hospital privatisation in KSA. This study would be of great help to the government of KSA to determine whether privatisation is necessary for the nation or not. Lastly, this study serves as an academic tool in informing its reader about the current situation of Hospitals in Saudi Arabia.  In this regard, the objectives of the study, if achieved, can provide significant contribution in the country.

First, knowing the effects of privatisation of public hospitals in terms of benefits of equity, access and service delivery system and quality consumer satisfaction can lead to the development of a more enhanced privatisation approach that meet the needs of the KSA residents. In addition, knowing the advantages and disadvantages of privatisation can help the government to find a new way to improve privatisation approaches and strategies.

The study shall contribute to the limited literature review in the area of  privatisation and thus enhance knowledge of readers in the area, in ِparticular for the privatisation of public hospital.

• Knowledge of the long term effect of privatisation of public hospital is ِbeneficial for: ِ
• Government to evaluate and make decision on privatising the hospital.
• Citisens to understand the options and choices they have.
• Others to have better understanding on the potential effects.
• The prototype can be used as the guide by other governments and bodies to implement the privatisation of government hospital in their countries in particular at Middle East which have similarity in cultures.
• 
  
• Scope and Limitation
• The study intends to investigate the perception of the respondents regarding the long-term effects of privatisation of public hospitals in Saudi Arabia.  For this study, primary research and secondary research will be used. Primary research will be conducted using self-administered questionnaires that will be sent to chosen respondents from Saudi Arabia. The questionnaires will be used to collect quantitative data.  The data will be analysed and compiled for the correlation of the hypothesis. The data will then be presented by means of graphical representations and illustration and the difference would be highlighted. Through the use of different statistics, the researcher will determine the effects of public hospital’s privatisation in Saudi Arabia. 

Strategic Management 2 :Assignment Guide and Marking Criteria

BUSM3192 Strategic Management HKMA

Assignment 2 -Essay

Assignment Guide and Marking Criteria

Due Date: Friday 16 May

Value 30%

Length: 8 Pages (approx 2000 words)

Select 2 companies that operate in an industry that you are familiar with. You can not use

the company that you used in Assessment Item 1. Use relevant theory to

a. Describe the industry environment.

b. Compare and contrast the business level strategy of these companies.

c. Assess if the strategy chosen is the best strategy, and if not, recommend the

strategy you believe should be adopted.

Advisory Notes:

• You should use appropriate theoretical models in your discussion

• This is 8 page essay (approximately 2000 words). It is not possible to explore ALL aspects

of the industry environment and business level strategy

• It is strongly suggested that you select an industry which you are familiar with.

• In your introduction, you should specify the scope of your coverage (what you have chosen

to focus on) and why you have chosen to direct you focus in the way you have chosen.

• This is an academic essay. In line with RMIT policy, sources must me consistently and

comprehensively referenced using the Harvard System. At least 3 primary sources must

be used.

Essay Structure

Introduction

2. This states the purpose and structure of the essay, and identifies the main theme or

proposition(s) that you are trying to prove. It tells the reader what to expect.

Body

7. In the body of the essay, you are trying to build a logical argument that supports the main

theme or proposition. The body needs to be consistent with what you have said you are

going to do in the introduction.

8. Each paragraph should have a topic sentence, and the points you are making should

reflect that topic sentence.

9. You need to refer to theory to analyse the topic you are discussing.

10. Use theory and examples to explain your argument.

11. Remember that you are trying to present a logical, cohesive and clear analysis of the key

issues that you have identified, and to use these to support your proposition or theme in a

systematic way.

12. DO NOT TRY TO WRITE EVERYTHING THAT YOU KNOW ABOUT THE TOPIC

IN THE HOPE THAT SOMETHING WILL BE GOOD.

Conclusion

3. A conclusion is not just a list of the key points you have made. You need to draw

together your key points to demonstrate that you have supported your theme or proven

your proposition(s).

4. The conclusion needs to be consistent with both the introduction and the body of the

essay.

General Points about essays

4. You can use headings, but use them sparingly. Headings only add value if they assist the

reader in following the logical argument.

5. BODY should not be used as a heading.

6. Poor spelling and grammar detracts from your ability to build an argument. CHECK

BOTH GRAMMAR AND SPELLING THOUROUGHLY.

Recommended databases to quote the references

ABI/Inform Global covers international business, management and marketing,

including company information. It contains content from thousands of journals

helping to track business conditions, trends, management techniques, corporate

strategies, and industry-specific topics worldwide.

Academic Research Library (ProQuest) covers a broad range of general research

subjects including business.

AIMMAT: AIM Management and Training (Informit) - A bibliographic database

covering all aspects of management, training and human relations, including

organisational change, award restructuring, business ethics, customer service and

leadership

APAIS (Australian Public Affairs Information Service)- Australian political economic,

legal, social and cultural affairs.

Business and Management Practices (OCLC) focuses on the practical aspects of

business management with coverage of more than 300 core management journals and

trade publications. A FirstSearch password may be obtained from the Library to use

this database.

Dissertations and Thesis Full-text - Full text of theses available from 1997 onward

and dissertation abstracts available from 1861 onward. All disciplines of theses are

included.

EBSCO Business Source Premier covers all areas of business. There is full text access

for more than 3,000 business journals, including nearly 1000 peer-reviewed business

publications. Harvard Business Review is available in full text from 1922.

Edge (Informit) - A bibliographic database that indexes and abstracts selected articles

from about 80 journals. It focuses on management topics and includes some

management issues within selected industries.

Emerald provides abstracts and full text articles in the areas of marketing,

management, human resources, training and education.

Expanded Academic ASAP - A full text database covering all academic disciplines.

Factiva includes online full-text articles from some 9000 publications world wide,

including newspapers and academic journals. It's a good source of news, company,

financial and business information. Factiva also provides access to the Australian

business press, including the full text of The Age, and the indexing of the Business

Review Weekly and the Australian Financial Review.

FAMILY - Australian Family & Society Abstracts - Current Australian writing and

research on the legal, sociological, psychological, economic and demographic

situation of Australian families, children and adults.

Libraries Australia (http://librariesaustralia.nla.gov.au/) gives access to a national

bibliographic database of material held in Australian libraries. Covers all disciplines

and types of material.

MEDGE: Management and Environment Information (Informit) - A bibliographic

database that indexes and abstracts articles from about 100 journals on management

issues, including environmental management.

ProQuest Asian Business and Reference includes business and management

information for the Asian region with 60 of the 70 titles indexed being in full text.

ProQuest European Business includes European trade and business information for

the European region with 100 of the 110 journal titles being in full text.

Proquest Psychology Journals - Nearly 300 academic journals in psychology

including issues psychology issues relating to business and management. All articles

are in full text.

PsycINFO focuses on psychology and includes psychological aspects of related

disciplines such as business.

Science Direct - Multidisciplinary database indexing 1100 journal titles with over

200 available full-text.

Web of Science - A citation index of 8,500 leading academic journals in the

engineering, science, biomedical, social science, arts and humanities areas.

Wiley Interscience - Multidisciplinary database which includes full text access to

business, finance and management journals.

Wilson Business Abstracts provides access to leading English-language business

magazines. Topics include accounting, personnel, and small business. A FirstSearch

password may be obtained from the Library to use this database.

WORKLIT (Informit) indexes and abstracts articles on industrial relations, workplace

reform, work and family relationships, job design, performance appraisal, dismissal,

retrenchment, management, technological change and teleworking.

BUSM3192 Strategic Management

Assessment Item 2 Marking Guide

Student Name: ________________________________________

Student Number: ________________________________________

Due Date: Friday16 May Length: 8 pages (approx 2000 words)

Criteria Marks

Critical approach to the topic (10 marks)

1. The body of the essay is consistent with the introduction and critically

analyses the topic.

2.

3. Analysis shows knowledge of relevant theory.

4. There is a balance between descriptive and analytical content, with a strong

emphasis of critical analysis.

5. The topic is discussed using relevant strategic management theoretical

frames, and these are supported by the use of at least three primary sources

(e.g. refereed journal articles) that are directly relevant to the topic chosen.

Line of argument (5 marks)

1. The introduction outlines the main proposition of the essay and body

develops a clear line of argument. The argument is incisive and includes a

concise, relevant treatment of the issues.

2. The conclusion draws together the main points of the essay and demonstrates

a plausible, insightful, and rationally persuasive point at which to end the

argument.

Use of academic literature/overall presentation (5 marks)

1. Judicious and appropriate use of at least three academic journal articles.

2. Makes use of textbook (or other text books) and primary sources to support

their argument.

3. Sources are referenced consistently and comprehensively using the Harvard

referencing system. #

4. Use of language appropriate to an academic essay; Presentation is

professional (e.g. spell and grammar checked, judicious use of headings,

etc).##

TOTAL (20 Marks)

Notes:

#Failure to adequately reference is plagiarism. Plagiarism will be dealt with in line with university policy.

##Up to 20% of overall marks may be subtracted for poorly presented essays.

Research Proposal on Designing a Perfect Ad for Coca-Cola

THE PERFECT AD DESIGN

 

Introduction

When we look at ads over time, the examination can focus on content or style or both (Messaris 1997, p. 209). Whereas ad content consists of verbal statements of attribute possession and visual depictions of objects, people, and settings, ad style consists of the method or manner by which that content is expressed. Style can carry a great deal of information, as has been argued by semioticians, art theorists, and literary critics (Scott 1994). Moreover, consumers can use style to infer properties of brands.

            Ad’s focus on content and style is under the “creative” dimension. On the other hand, there is also the “effectiveness” dimension in advertising. According to Young (2000), advertising effectiveness can only be defined in terms of consumer response to the advertising.  As advertising agencies exist, sometimes precariously, in unstable environments (Hirschman, 1989), stability in both organization and output generally are preferred whenever possible by agency management. Management's goal is to have stable output which is predictable and effective. Ad effectiveness has many different dimensions by which it can be measured; the key element is some reliable measurement on which agency management and clients can concur. Usually, that measurement is an aspect of persuasion or marketplace sales.

            Thus in creating a “perfect ad”, creativity and effectiveness must be harmonized. Consumers need an aesthetics of experience; it is important that they are exposed to creative concepts. People behind the effectiveness dimension must also meet their goal, that is to increase their market and sales.

The team proposes an ad design to Coca-Cola. The purpose of the proposal is to convince Coca-Cola that we did design the perfect ad. Through the survey that will be conducted, we are hoping to resolve the conflict between creativity and effectiveness. We will find if the ad we designed for Coca-Cola will be aesthetically enjoyable and persuasive to consumers.

 

Method of Research

This study will employ the descriptive research method using and survey. In this method, it is possible that the study would be cheap and quick. Nonetheless, it would be very hard to rule out alternative explanations and especially infer causations. Descriptive research is a type of research that is primarily concerned with describing the nature or conditions and degree in detail of the present situation (Landman, 1988; Creswell, 1994).

A general sample of consumers will be asked to view our Coke design. After viewing the design, participants will be asked to respond in view of the commercial's ability to elicit interest in the brand/product advertised, its likability, internal congruency, and its creativity. In addition, the participants will respond to a battery of emotional descriptors to help determine the affect of each commercial.

We will conduct a national random telephone sample to select one hundred twenty-five consumers who will view our Coke design. As an incentive, participants were told they could keep the copy of our design. The sample size places the researcher in a difficult position. Overall, it is large enough to permit some statistical analysis; however, individual cells are too small to allow for similar treatment. For the interview part, the team will select seven advertising creative managers using a purposive sampling method. The interviewees will be asked what they think of our design in terms of creativity and effectiveness.

In summary, the goal of this research is to find out if our design for Coca-Cola is a perfect ad. In this study we will attempt to determine what further improvements, if there are any, are needed for our ad design.

 

The “Perfect Ad”

Coca-Cola is among those companies which invest heavily on advertising. As a result, Coke maintains its reputation as one of the most popular brands in the world. Coke had been a forerunner in the beverages industry. It has the world’s best advertisers and creative minds. In fact, in 1931, it had created one of the most influential advertisement- the Santa Claus image during Christmas. The advertisements are so popular; Santa Claus is often associated with Coke. The Coca-Cola Company developing a Santa Claus that would be both realistic and symbolic was one of the most revolutionary and most popular advertisement ever made.  This is an example of a perfect ad.

One may wonder, is there a perfect ad? The plain and simple truth is there is no "perfect ad." In essence this is true. An advertisement that scores high with one type of consumer will score extremely low with the other. However, there are ads that are undoubtedly catering to the tastes of majority of consumers. Ads such as those that prompt changes in the society are considered perfect ads. 

            As previously discussed, perfect ads can only be attained through reconciling differences between creativity and effectiveness dimensions. Creative typically deride the criteria used by management and clients and allege they have little to do with the way advertising really works. Creative people believe that creativity is necessary for effectiveness, that the creative element pushes the message into viewers' minds. In fact, some even feel that creativity is effectiveness (Kover, 1995). This belief seems general despite a few creative people who believe that creativity is merely a front for self-indulgent "artistic" attempts. Therefore, as might be expected, many agency managers mistrust creative advertising. Creativity as defined by "the creative" can be bothersome, costly, and time-consuming. Creative advertising may win awards but may have little to do with advertising effectiveness (Gaylord, 1994). 

Therefore, In order for an ad to be a perfect ad, it is important that creative and those behind the effectiveness dimension come up with a unified concept that is both creative and effective.

 

Conclusion

Designing a perfect ad for Coca-Cola is a challenging task. It is necessary to carefully conduct an assessment of its market and what its consumers’ needs are. The survey that will be conducted by the team to determine the level of creativity and effectiveness of our Coke ad design shall be the basis of our proposed magazine commercial that shall improve, freshen and innovate the previous magazine advertisements of Coke. Moreover, the team will explore the evolution of Coca-Cola’s magazines commercials specifically targeting Christmas.

 

References

Creswell, J.W. (1994) Research design. Qualitative and quantitative approaches. Thousand Oaks, California: Sage.

Gaylord, M. (1994) How Account Management Interacts with the Creative Function. Paper presented at an Advertising Research Foundation Special Seminar.

Hirschman, Elizabeth C. "Role-Based Models of Advertising Creation and Production." Journal of Advertising 18, 4 (1989): 42-53.

Kover, A. J. (1995) Copywriters' Implicit Theories of Communication: An Exploration. Journal of Consumer Research, 21, 4: 30-45.

Landman, W. A.  (1988) Navorsingsmetodologiese Grondbegrippe.  Pretoria: Serva.

Messaris, Paul (1997), Visual Persuasion: The Role of Images in Advertising, Thousand Oaks, CA: Sage Publications, Inc.

Scott, Linda M. (1994), Images in Advertising: The Need for a Theory of Visual Rhetoric, Journal of Consumer Research, 21 (September), 252-273.

Young, C. E. (2000) Creative Differences between Copywriters and Art Directors. Journal of Advertising Research, Vol. 40, 2000