Research Korner

EFFECTIVENESS OF BUDGETING IN LOCAL GOVERNMENT

Effectiveness of budgeting in local government         The research will look and understand imperative aspects as well as factors relating to government budgeting particular on budget effectiveness placing in context towards Anguilla’s local government. The need to integrate and assimilate preliminary literature studies in reference to effective budgeting and government processes and ways catering to budgeting informative routes coming from various secondary research sources. The core method will deal towards descriptive approach pertaining to case study analysis and interpretations this will be manifested by means of survey questionnaire through survey statement formats from within five point scaling system will be used in order to have empirical basis and foundation of effective budgeting in local governments, Anguilla’s context stature. The participants will comprise of government employees who served in local government functions for more than six months time and to those regular government employees under the budgetary division of Anguilla’s local government sectors. The statements can integrate following example content such as:   1- Strongly Disagree  2 - Disagree  3 - Neutral  4 - Agree 5 - Strongly Agree                      EXAMPLE STATEMENTS State governments are incorporating more sophisticated tools into their budgeting or management processes and finding them effective 1 2 3 4 5 The increased interest in developing more effective procedures and providing a stronger data base for program analysis and evaluation is shared by both executive and legislative branches 1 2 3 4 5 Owing to recently developed analytical and technical tools, government budget management systems can help promote gender equality to the extent of government involvement in work sensitive sectors and programs 1 2 3 4 5 There points to problems in the design and management of these systems and questions their effectiveness as policy tools for increasing governmental accountability 1 2 3 4 5 Budgetary information is used for management decisions when it is available 1 2 3 4 5   The asking then of question like, what strategy could boost performance measurement in local government beyond the current level that finds most cities predominantly reporting raw workload figures, if they report any performance indicators whatsoever? There argues that increased emphasis of relevant performance comparisons-with other local governments and with appropriate standards could capture media and citizen attention and thereby prompt greater accountability. Evidence is presented showing that relevant standards and actual performance figures suitable for comparative purposes, though hardly plentiful, do exist in selected municipal functions. Research will examine concept of employee work responsive government budgeting as promoted in years by women's nongovernmental organizations, academia, and multilateral organizations, the extent of its implementation by national governments in the region. However, the lack of appropriate budget classifications, the lack of government employee analysis expertise and imperative data will be needed to be addressed.  Thus, presenting such framework of research into government oriented of Anguilla’s budget process as institutional rules governing the budget process can be found to limit the importance of certain fiscal illusion, the empirical evidence supports the latter proposition. The choice of rules depends on political environment as well as the dominant source of uncertainty in the budget process. Recent surveys have indicated that 12 state governments, several municipalities, and the federal government have implemented ZBB system ( and , 1979 ), experiences of ZBB users in the private sector from the perspective of individuals who have implemented such systems has been well documented in the literature. Thus, few has been written about the appropriateness and effectiveness of using ZBB in the public sector. The attempts to bridge the knowledge gap on the use of ZBB in the public sector by reporting the findings of research project exploring the use of ZBB in local governments. There concerns with extent to which ZBB is used in municipalities, analysis of the structure of the ZBB process in practice, characteristics of user cities and the rationale for use of ZBB, benefits and problems associated with the implementation of ZBB in local government ( and , 1979 ).  Program budgeting has checkered history, being considered alternately great advancement or an unworkable system. Little has been written about the consequences for the organization that has adopted it as information generated by planning programming budgeting is used for decision making but in limited way. The research will expand discussion of punctuated budgets to the level of local government by determining that local government expenditures have the characteristics espoused by the punctuated equilibrium theory. There also determines the frequency of punctuations and the probability for future punctuations (, 1987). The research findings might show that some budget functions and policy types are more prone to punctuations and have less stable agenda. The practical significance of extending punctuated equilibrium theory to local government budgeting is the implication on planning, forecasting, the agenda setting process.   References

EFFECTIVENESS OF BUDGETING IN LOCAL GOVERNMENT

Effectiveness of budgeting in local government The research will look and understand imperative aspects as well as facto...

THE INTERNATIONAL HUMAN RESOURCE MANAGEMENT PRACTICE

THE INTERNATIONAL HUMAN RESOURCE MANAGEMENT PRACTICE         International Human Resource Management is simply the same process of Human Resource Management but the only difference is that its governing practice is integrated and manifested in Multi-National Corporation. This means that the standard HRM function may have the same function from various countries governing the same company to upheld International policy, rules and regulation regardless of the countries where they belong. They still function in staffing, or recruitment of personnel, employee compensation and benefit formulation. With its ambition and relentless pursuit to integrate International prospective to come across boundaries among nations this IHRM system has been developed and later enhance. Now it has become popular and adopted all over the world in multi-national companies and organization.       This doesn’t mean that companies who practiced International Human Resource Management do not comply with the countries standard HRM practices but it simply does implement their own regulation as a whole based on their own sets of standard with regards to the country they been operating.       It’s advantages lies mainly in reducing some forms of risk including but not limited to International Human Relation, Cultural risks and diversified Human Resource Capital and mostly Salaries and Wages pertaining to other countries which firms are expected to expand and operate. In a multi-national organization that practiced International Human Resource Management, employee’s satisfaction is almost always guaranteed.   For Instance the Business Process Outsourcing (BPO) who focuses on Asia particularly in India and the Philippines have a win win advantage over their employees. Most of their employees have been enjoying a huge amount of salary and wages and other bonuses while some of them are having a flexible time schedule at the same time these companies enjoys low cost operating expenses since their workers are paid in dollars which is equally much lower than in their countries. The result is the booming business in Business Process Outsourcing in their selected countries and probably an increase in Gross Domestic Product (GDP).       On the other hand these multi-national companies offers a standard work environment and training procedures thus, their employees that comes from various countries can interchangeably have the same common knowledge upon completion. This means that the engineer in Japan when transferred to China can have the same ability in the workplace and the worker in Singapore may have the same knowledge that of Korea. Companies like National Panasonic, Mitsubishi Motors, and Japanese International Cooperation Agency (JICA) use to exchange labor force from around the world effectively using International Human resource Management practice. This has been the focal point of multi-national companies, to create a job design suited for international competencies and standard. The only limiting factor that a worker may encounter is the language barrier from another country but at the same time International Companies also focusing on Internationally well known languages like English which is highly used all over the world.         Employees who are cross exchange enjoy even more rewarding career opportunities and advancement that is why motivation in forms of monetary value is simply expected to be very high. In other countries this has become some sort of promotion on the part of the worker. This has become the overall advantages of multi-national companies who enjoy and international recognition. They are highly flexible in terms of human resources and labor force.       In some instance there are problems and hindrances that affect International Human Resource Practices. Problems like high rates of expatriation, repatriation may arise. Demographic and geographic problems like a person in Alaska wouldn’t want to work in Africa and vice versa. Gender problems especially among Asian women who grow in conservative countries have been abused in other countries and racial discrimination etc maybe later experienced. however equal opportunity employment system and high salary somehow eliminated some fear of workers thereof.        Equal opportunity employment is the main objective of International Human Resource Management practice. This will promote recognition and opportunity for all workers in multi-national company all over the world, It will eliminate discrimination therefore promotion is available regardless of age, nationality and gender of employees, assures International focus whether on manpower or product distribution because of workers ability to systematized.  And most of all this International Human Resource Management System may result in the highest possible productivity for both organization and employees. Although we can easily presume that multi-national companies have the highest standard in recruitment process and only the best are accepted here. On the comparative degree we can conclude that International Human Resource Management has been more successful throughout its practice.

THE INTERNATIONAL HUMAN RESOURCE MANAGEMENT PRACTICE

THE INTERNATIONAL HUMAN RESOURCE MANAGEMENT PRACTICE International Human Resource Management is simply the same process of Human...

How Korean family's socio-economic status (e.g. parents education,occupation and income) affects students achievement, learning mode (private tutoring (shadow education))

The world has seen the tremendous growth and development of the Korean economy. From a kingdom ravaged by war and internal conflicts, Korea emerged today as one of the world’s highly industrialized country. The changes in the economy have paved the way for other changes in the political, cultural and social arena. Korea has put its name on the map and has become an inspiration to struggling economies here in Asia and the rest of the globe. Moreover, we see the Korean entertainment industry bloom. Korean dramas and movies are reaching distant shores and gaining international acclaim. Korean multinationals such as Hyundai, Kia, Samsung and LG are now major players in the international market. Truly, South Korea is an epitome of an advance economy and society.               However, the Korean success story also brings forth several problems. One of these is the deterioration of the Korean culture and traditions. As Korea embrace modernity it has neglected its culture. The Korean social make-up is also changing. One of the biggest issues now in Korea is the changes in the family structure and its impact on Korea’s youth particularly in their education.               Let me discuss some of the changes in the Korean family. Korea, a country nestled in between China and Japan has a long and colorful history. Its neighbors played an important role in shaping the Korean culture and society. Like its neighbors, the Korean society values social relationships especially those that can be found inside the Korean home. The Korean family is the basic yet most important unit of the society. Koreans are committed to upholding family values and traditions and are expected to protect the family reputation and social standing.               The breath-taking pace that development has taken changed the Korean family structure very rapidly. As the economy developed, people are forced to keep face with the changes. The demography is changing. Korea’s ageing population is increasing. The divorce rate are on the rise as well as the life expectancy for both men and women. More and more women are entering the labor market. Mew types of family structures are also emerging including so-called empty-nest households, unmarried men or women living alone, ‘binuclear’ families of remarried couples, single-parent households and even homosexual-cohabitation.               In Korea, the role of family as an important unit of society that shape morals; care for the young, old and weak; socialize; confer social status; and provide recreation has shifted to other institutions of the society. Industrialization has caused family members to drift from one another. The father spends more time at work that being with his family. The Korean mother on the other hand, has taken the role of instrument for university exam preparation.               The Koreans have an educational system that gives importance to university entrance exam test and university education is greatly valued. The college exam entrance test and the prestige that comes from being able to enter top universities have become an area of competition for Korean families especially Korean mothers. Korean mothers suffer from ‘high school senior mother syndrome’ pushing their children to excel in academics that even reach the point of controlling their children’s choices and decisions. This has caused stress among Korean students and some even run away from their homes in order to avoid the stress stemming from college entrance exam.                         The over importance that the Korean families are giving to college entrance exam and education has led them to resort to other forms of educating their children. Private tutoring is a good example. Private tutoring according to Chapman and Austin (2002) is a form of education outside formal schooling employed to prepare students for the university entrance examination. This according to them is a form of shadow education.               Education mirrors the changes in the society and family. As more and more mothers are entering the workforce, child care centers are increasing in numbers. The social and economic status of Korean families also reflects their educational choices where a student from a well to do family have access to private tutoring which sometimes is more costly than normal education. Students from well to do family also have access to prestigious colleges and universities.     References   Chapman, D. W. and Austen, A. E. (Eds.) (2002). Higher Education in the Developing World: Changing Contexts and Institutional Responses. Westport CT: Greenwood Press.   Cho, U. (1997). Compressed Development and Family Culture. Korea Focus: On Current Topics, 5(3), 93-102.   Chung B. H. (2001). Changes in Korean Family Structure and the Conflicts of Ideology and Practice in Early Socialization. Korea Journal, 41(4), 123-143.   Kim, H. J. (2000). Korea’s Obsession with Private Tutoring. Korea Focus, 77-89.

How Korean family's socio-economic status (e.g. parents education,occupation and income) affects students achievement, learning mode (private tutoring (shadow education))

The world has seen the tremendous growth and development of the Korean economy. From a kingdom ravaged by war and internal con...

A STATISTICAL ANALYSIS OF BURGLARIES IN LEEDS

A STATISTICAL ANALYSIS OF BURGLARIES IN LEEDS   ABSTRACT              (1993) identified that no research had been undertaken to identify which type of house was most susceptible to being burgled. This research attempts to provide a statistical analysis of the relationship between the rate of burglary in Leeds and each type of accommodation. Also, it tries to analyse if each type of accommodations has an effect in the decrease or increase of burglary in the area. Following an introduction regarding the crime of burglary in general, the literature review of the paper is discussed, which details the theoretical development of the models and the hypotheses. The section closes with the specification of a causal model. The following section illustrates the process used to identify the relationship between the rate of burglary in Leeds and each type of accommodations and analysis if each type of accommodations has an effect in the decrease or increase of burglary in the area. This was achieved through the use of the SPSS (Statistical Products and Service Solutions) package and the findings are later discussed in the latter part of the paper. INTRODUCTION             This paper is a statistical analysis that finds the relationship between the rate of burglary in Leeds and each type of accommodations has an effect in the amount of burglary in the area. It also analyses if each type of accommodations has an effect in the decrease or increase of burglary in the area. Covering 562 square kilometres, the Metropolitan District of Leeds in West Yorkshire is the main urban hub of the district, lying at the intersection of the M1 and M62 motorways (2000). Over the last two decades it has become a modern progressive city with well-developed administrative, commercial, legal and financial infrastructures. The city has the highest domestic burglary rate within its Crime and Disorder family grouping (family four) and local crime prevention partnerships have, since 1999, received various government grants to reduce burglary ( 2003). It is therefore deemed apt to perform such analyses to determine if the burglary at Leeds is related to the type of accommodation that the people there have. THEORETICAL DEVELOPMENT             Burglary, or ‘breaking and entering’, is one of the most common crimes worldwide. Compared to violent crimes, burglary may appear to be a minor crime. However, the consequences of this crime are often serious.   (1993) identified that no research had been undertaken to identify which type of house was most susceptible to being burgled on more than one occasion during a given period of time.  (1993) claims that work on The Death and Life of Great American Cities sparked the widespread interest in how environmental conditions could be related to crime prevention. This was the beginning of the interest in crime prevention and prompted a host of studies on the subject.             The central claim of causal-model theory is that sensitivity to features and specific configurations of features can often be attributed to the presence of causal knowledge about a category. According to causal-model theory, features and configurations of features influence judgments of category membership to the extent they are likely to be produced, or generated, by a category’s causal laws ( 1997). Causal models may thus include an unlimited number of variables causally connected in any pattern that avoids cycles.             The table below illustrates the relationship between burglary and the types of accommodation as HYPOTHESES 1.    Flats and detached types of accommodations have higher rate of burglary than the semi-detached and terraced types. 2.    Flats and terraced types of accommodations contribute to the increase of burglary in the Leeds area. METHODOLOGY             This study, in an attempt to find if there is a relationship between the rate of burglary in Leeds and each type of accommodation and if the latter has an effect in the amount of burglary in the area, uses the Statistical Package for the Social Sciences (SPSS). SPSS is one of the most widely available and powerful statistical software packages that covers a broad range of statistical procedures, which allows a researcher to summarize data (e.g., compute means and standard deviations), determine whether there are significant differences between groups (e.g., t-tests, analysis of variance), examine relationships among variables (e.g., correlation, multiple regression), and graph results (e.g., bar charts, line graphs) (2005; 2000).             In order to correctly interpret the data in such a way that its result will reflect what the study originally intends to show then the researcher must employ the correct and accurate way of data analysis. Associational inferential statistics test for associations or relationships between variables and use correlation or multiple (2000).  Since this study is about relationship, the method of data analysis chosen for this study is multiple corelations. The concept of exploration and confirmation is applied in regression in that associational questions/hypotheses have as a general purpose the exploration of relationships between variables ( 1998), examine the extent to which the assumptions of the statistics that were used are met, examine relationships between variables to determine how to conduct the hypothesis-testing analyses, examine relationships between variables to determine how to conduct the hypothesis-testing analyses  (2005) and confirming if there is indeed a relationship between variables. DATA ANALYSIS The major goal of this study is to find the causal relationship between accommodation types and burglaries in Leeds. To facilitate this, the SPSS was used to establish a causal relationship between the variables and to establish that there is an apparent relationship between them. Below are the descriptive statistics for the data set and the results of the correlation tests done on each type of accommodation in relation to burglary.   BURGLARY AND THE FOUR ACCOMMODATIONS   BURGLARY AND DETACHED ACCOMMODATION   BURGLARY AND SEMI-DETACHED ACCOMMODATION   BURGLARY AND TERRACED ACCOMMODATION   BURGLARY AND FLAT ACCOMMODATION             The relationship between burglary and the four types of accommodation in the Leeds area was investigated using Pearson correlation coefficient. There was a strong, negative correlation between burglary and the detached and semi-detached accommodation variables, with low levels of the existence of detached and semi-detached units associated with lower levels of burglaries in the area. The above findings also indicate that between the four types of accommodations within the 33 wards of Leeds, the flat and the detached types are more prone to burglary, as signified by their very strong correlation with reported burglary. On the other hand, the semi-detached and the terraced home units are less prone to burglary, as indicated by lower correlation significance. As for the effect of each type of accommodation to the increase or the decrease of the rate of burglary in Leeds, both flat and terraced have positive correlation with burglary, therefore it could be surmised that those two types of accommodation increases the rate of burglary in the area. Conversely, the existence of detached and semi-detached units in the area contributes to the decline of the burglary rate in Leeds, as evidenced in their negative correlation with the reported burglaries. DISCUSSION OF FINDINGS             It can be said that the hypotheses formulated in the previous section of this paper is confirmable. The positive relationship between burglary reports and the flat and terraced types of accommodation implies meaning that as one variable increases the other decreases ( 2001): higher number of terraced and flat types of accommodation are associated with higher levels of burglaries in the Leeds area. The findings are in agreement with the results of the study of  (2001), where they found that the type of accommodation determines the liability or likelihood that or will be bungled. With regards to the findings,  noted that future researchers can then concern themselves either with seeking to replicate the finding or with other ramifications of the theory (2001).

A STATISTICAL ANALYSIS OF BURGLARIES IN LEEDS

A STATISTICAL ANALYSIS OF BURGLARIES IN LEEDS ABSTRACT (1993) identified that no research had been undertaken to ide...

Sands Casino Macau: A Case Study

Sands Casino Macau: A Case Study   Introduction             Macau is considered as the Las Vegas of Asia. The Casino industry in Macau is a big industry and it continues to grow. In the third quarter of 2006 Macau had become the world’s biggest gaming center with gross revenues from gaming exceeding those of Las Vegas by US$433 million (Gasper 2007). The Casino industry is truly flourishing in Macau. As a result, more and more people are attracted to work in Casinos.   Research Method Survey             In order to clearly illustrate the effectiveness of Sands Macau’s strategies, the researcher intends to employ the descriptive type of research. The researcher will make use of survey questionnaire in order to find out the impact of the company’s strategies in the customers. The survey will present useful information from the respondents regarding the topics.   The Respondents             The researcher will recruit 50 respondents in the study. The researcher will obtain from Travel Agencies lists of tourists from Hong Kong who visited Macau from 2007 to 2008. These tourists will be contacted through electronic mail. Secondary Research             The researcher conducted a secondary research in order to gather information about the topic. The research conducted on the casino industry in Macau and the other resource materials such as books, magazines, journal articles and internet resources were used to form the report. Using the said resources, the researcher was able to form an idea regarding the current state of the casino industry in Macau as well as the future prospects of the industry. The researcher gathered information from the following resources: Search Engines             The internet played a vital role in the research. The researcher used the internet to gather information about the casino industry in Macau, the different hotels and the strategies that each chain group employs. The researcher made used of the following search engines wwww.google.com, www. msn.com and www.yahoo.com. Wikipedia, an online encyclopedia was also consulted. Published Materials             The researcher also used a wide range of research materials. The materials used were books, journals, magazines and newspapers. These resources have helped the researcher in accomplishing the paper.   Mode of Data Collection Survey             To facilitate fast and efficient data collection, and in order to reach respondents who are hard to meet personally due to their busy schedules and because of geographical constraints, the researcher will send the survey questionnaires through electronic mail. This can save both time and money. The questionnaire will be sent to each individual in the sample by electronic mail with a request to be completed and then returned in the given date. The questionnaires will also be collected in a similar manner.  The advantages of this approach are that it is relatively inexpensive and it can be accomplished by the researcher alone. It also allows the researcher to have access to samples that might be hard to reach in person or by telephones, and it permits the respondents to take sufficient time to give thoughtful answers to the questions asked. The data that will be gathered will be organized and presented in a systematic manner to be able to draw valid and accurate conclusions.   Survey Questionnaire 1. How many times have you visited Macau? _Once _2 times _3 times _4 times _5 times and more 2. What is the nature of your trip to Macau? _Business Trip _Visiting Friends and Relatives _Educational Tour _Leisure/Sight-seeing 3. Have you been to Sands Macau? _Yes _No 4. How did you know about Sands Macau? _Advertisements (TV, Radio, Prints) _Internet _Referred by a friend/family (word of mouth) _Travel Agency _Others (Please specify) 5. Rate your stay in Sands Macau. _Excellent _Very Satisfactory _Satisfactory _Poor 6. What do you think is/are the main advantage/advantages of Sands Macau over its competitors? _Effective Marketing and Advertising _Top of the Line Amenities and Facilities _Accessibility _Affordable and Flexible Rates _Quality Service _Others (Please specify)   7. Will you recommend Sands Macau to your family and friends? _Yes _No   Macau: Asia’s Gambling Capital             Macau represents a mixture of eastern and western cultures. Macau represents one of the first and most enduring encounters between China and Europe. Throughout the years, Macau has undergone big changes until it reached its present status as the gambling capital of the East.             In 2002, the government of Macau made a decision that was to have enormous consequences for the former Portuguese colony. Macau is a well-established gambling destination and the only place in China where the pastime is legal. In 2002, the government decided to put an end to a 45-year gambling monopoly held by Hong Kong entrepreneur, Stanley Ho, and open up the lucrative industry to the world.             This move has opened doors of opportunity for Western Gambling tycoons who wasted no time to enter the Macau gambling industry. After the government of Macau liberalised the gaming market in 2002, it awarded licenses to three consortia: Sociedade de Jogos de Macau (linked to Ho), Wynn Resorts, Galaxy Casino Company and Las Vegas Sands Corporation (LVSC). Less than two years later, Sheldon Adelson--the man behind the famous Venetian complex in Las Vegas and the chairman of LVSC--opened the Sands Macau Casino. The territory's first Western-style casino, the Sands boasts 438 gambling tables, 921 slot machines (known locally as hungry tigers), the world's largest chandelier and, like almost all the casinos, 24-hour opening. This marble and neon edifice attracts around 20,000 customers a day (Hoare 2006).             Las Vegas Sands Corporation             Las Vegas Sands Corp. and its subsidiaries own and operate The Venetian Resort Hotel Casino, The Palazzo Resort Hotel Casino, The Sands Expo and Convention Center and The Congress Center in Las Vegas, Nevada, and the Sands Macau and The Venetian Macau Resort Hotel in Macau, China (Las Vegas Sands Corp 2007).   Sands Casino Macau             Sands Macau, the first Las Vegas-style casino in the territory is owned and operated by Las Vegas Sands Macau Corporation. The Sands Macau can be found near the Macau-Hong Kong Ferry Terminal on a waterfront parcel centrally located between the Gonbei border gate and the central business district. Sands Macau is able to access a large customer base because of its strategic position. Because of its location, Sands Macau can attract Macau’s visitors who enter the territory by ferry. The visitor numbers entering Macau by ferry reached 9 million in 2007, providing the Casino with a lucrative customer base. The Sands Macao includes approximately 229,000 square feet of gaming space and currently has approximately 630 table games and 1,350 slot machines or similar electronic gaming devices. The Sands Macao also includes several restaurants, a spacious Paiza Club offering services and amenities to premium customers, luxurious VIP suites and spa facilities, private VIP gaming room facilities, a theater and other high-end services and amenities.             The Sands Casino in Macau was the first substantial casino in Asia when it opened in May 2004. Built in the style of the well-known leisure centers of Las Vegas in the United States, Sands casino comprises a leisure complex, various restaurants and bars and plentiful gambling opportunities within a stunning architectural setting (Las Vegas Sands Corporation 2006).             Sands Macau is the first American-operated gaming facility to open in Macau, Special Administrative Region of The People’s Republic of China. The region’s economy has been growing at an impressive rate. Travel rates have exploded in recent years and indications suggest that these numbers will continue to rise. Sands Macau is the first property in Macau from developer Las Vegas Sands Corporation and was designed to appeal to the growing tourism market in the territory, recreating the glitter and glamour of Las Vegas while adding the unique oriental atmosphere in keeping with the culture of the region (Las Vegas Sands Corporation 2005).     Industry Analysis             Macau is regarded as the largest and fastest-growing gaming market in the world and benefits from being the only market in China to offer legalized casino gaming. In 2002, the government of Macau decided to put a stop to the monopolistic form of its gaming industry. It announced its plan to open up the gaming industry and subsequently announced three winners out of eighteen candidates bidding for new gaming licenses. The winners were: 1. Sociedad de Jogoes de Macau (SJM), a wholly-owned subsidiary of the former monopolist.  2. Wynn Resorts from the United States 3. Galaxy, a joint venture of a Hong Kong firm, Galaxy, and the Venetian from the United States.             As a result, the monopolistic structure of the industry, in existence for more than sixty years formally terminated. This move was partly due to the economic instability. Looking at the period before the changes in the industry structure, it was observed that whenever there were crucial policy changes by either Hong or the Mainland government, Macao’s casino industry would always simply react passively by either taking advantage or shouldering part of the costs brought about by the changes. Macao’s casino industry was also vulnerable to the changes in the economic policy that Hong Kong or the mainland introduce. For example when the Hong Kong community proposed to the Hong Kong SAR government in 1999 to explore the possibility of legalizing casino gaming as a way to cope with structural changes and the downturn of the Hong Kong economy since 1997, Macao’s community and gaming industry were shaken. The sense of anxiety flourished because Hong Kong had long been the prime source of customers of Macao’s casino industry (Siu 2006).             Sands Macau, touted as the first Las Vegas-style casino opened in 2004. In 2007, gaming revenues in Macau reached a record $10.3 billion, a 46 percent increase over 2006. Visits also increased up to 22.7 percent in 2007. According to Macau government statistics, during 2007, 21.4 percent of visitors traveling to Macau stayed overnight in hotels and guestrooms and, for those who stayed overnight in hotels and guestrooms, the average length of stay was between 1 and 2 nights. This figures are expected to increase in the coming years as casinos expand their gaming and non-gaming amenities including retail, entertainment, meeting and convention facility offerings, and the addition of deluxe hotel resort accommodations in Macau.   Customer Analysis             Majority, if not all, of customers that visit Macau’s casinos are tourists. Approximately 1.0 billion people are estimated to live within a three-hour flight from Macao and approximately 3.0 billion people are estimated to live within a five-hour flight from Macao. According to Macau government statistics, 85.4 percent of the tourist who visited Macau in 2007 came from Hong Kong or mainland China and the dominant feeder markets to Macau have been, and continue to be, Hong Kong and China. Although the total number of visitors from Hong Kong continues to grow, that market has shrunk as a percentage of the total visitor distribution from 44.2 percent in 2002 to 30.3 percent in 2007, while visitors from mainland China made up 55.1 percent of total visitors to Macau in 2007. Until recently, mainland Chinese were permitted to visit Macao only as part of a tour group. Now that these travel restrictions have eased for mainland Chinese from most urban centers and economically developed regions, individual travel to Macao is expected to increase, generating increased demand for casino offerings (Las Vegas Sands Corporation 2007).             Gaming customers from HongKong, southeast China, Taiwan and other locations in Asia can reach Macau in a relatively short period of time, using a variety of methods of transportation, and visitors from more distant locations in Asia can take advantage of short travel times by air to Macau, Zhuhai, Shenzhen, Guangzhou or to Hong Kong (followed by a road, ferry or helicopter trip to Macau). In addition, numerous carriers fly directly into Macau International Airport from many major cities in Asia. The relatively easy access from major population centers promotes Macau as a popular gaming destination in Asia (Las Vegas Sands Corporation 2007).   Competitor Analysis             Gaming in Macau is administered through government-sanctioned concessions awarded to three different concessionaires and three sub concessionaires, of  which Sands is one. The Macau government is precluded by contract form granting any additional gaming concessions until 2009. In addition, the current laws only permit the Macau government to grant additional gaming concessions before 2009. If the Macao government were to allow additional competitors to operate in Macao through the grant of additional concessions or sub concessions, Sands Macau would face additional competition, which could have a material adverse effect on our financial condition, results of operations or cash flows (Las Vegas Sands Corporation 2007).   1. SJM             SJM, controlled by Stanley Ho, holds one of the three concessions and currently operates 19 facilities throughout Macao. Historically, SJM was the only gaming operator in Macao, with over 40 years of operating experience in Macao. Many of its 19 casinos are relatively small facilities that are offered as amenities in hotels; however, a number are large operations enjoying significant recognition by gaming customers in the marketplace. SJM was obligated to invest at least approximately 4.7 billion patacas (approximately $584.6 million at exchange rates in effect on December 31, 2007) by March 31, 2009, under its concession agreement with the government of Macao. SJM’s projects include the Grand Lisboa; the Fisherman’s Wharf entertainment complex, which opened in December 2005; and other projects. In addition, MGM MIRAGE has entered into a joint venture agreement with Stanley Ho’s daughter, Pansy Ho Chiu-king, to develop, build and operate two major hotel/casino resorts in Macao. In April 2005,MGMGrand Paradise Limited obtained a subconcession allowing it to conduct gaming operations in Macao. The MGM Grand Macau opened in December 2007 and features approximately 600 rooms, 375 table games, 900 slot machines, restaurants and entertainment amenities (Las Vegas Sands Corporation 2007).     2. Galaxy Casino Company Limited             Galaxy holds a concession and has the ability to operate casino properties independent of us. Galaxy was obligated to invest at least 4.4 billion patacas (approximately $547.3 million at exchange rates in effect on December 31, 2007) by June 2012 under its concession agreement with the government of Macao. Galaxy currently operates five casinos in Macao, including StarWorld Hotel, which opened in October 2006 and has over 500 hotel rooms and a 140,000 square foot gaming floor with approximately 260 table games and 500 slot machines (Las Vegas Sands Corporation 2007). 3. Wynn Resorts S. A.             Wynn Macau, a subsidiary of Wynn Resorts Limited, holds the third concession. Wynn Macau opened in September 2006 and expanded the property in late 2007. Wynn Macau now includes an approximately 600-room hotel, a casino and other non-gaming amenities. In 2006,Wynn Macau sold its subconcession right under its gaming concession to an affiliate of Publishing and Broadcasting Limited (“PBL”). The subconcession right permitted the PBL affiliate to receive a gaming subconcession from the Macao government. In May 2007, a PBL affiliate opened the Crown Macau, which includes an approximately 216-room hotel, a casino and other non-gaming amenities (Las Vegas Sands Corporation 2007).         PEST Analysis A PEST analysis looks at the Political, Economic, Social and Technological drivers of a particular industry. PEST are external factors that must be analyzed and understood in order for an organization to succeed. The PEST analysis focuses on the external forces that affects the organization. It is most useful when used together with other tools such as the SWOT analysis. Political Factors             Political factors play an important role in shaping the businesses and operations of Sands Macau. The casino is subject to local laws and regulations. Changes in the laws and regulations may affect the business. In Macau, tax laws and regulations may be subject to amendment or different interpretation and implementation, thereby affecting the profitability of Sands Macau after tax.             The activities of Sands Macau are subject to administrative review and approval by various government agencies. Sands Macau’s sub concession arrangements with Galaxy can be terminated by the government. In the event that the sub concession is terminated, Sands Macau would be prohibited from conducting gaming operations. Economic Factors             Significant number of Sands Macau’s consumers come from China, general economic conditions and policies in China could have significant impact on the financial prospects of the casino. Any slowdown in economic growth or reversal of China’s current policies of liberalizing restrictions on travel and currency movements could adversely impact the number of visitors from China to Macau as well as the amounts they are willing to spend at Sands Macau.             The revenues of Sands Macau are dominated in patacas, the legal currency pf Macau, and Hong Kong dollars. Although currently permitted, there is no assurance that patacas will continue to be freely exchangeable into US dollars. Also, because the currency market for patacas is relatively small and underdeveloped, the casino’s ability to convert large among of patacas into US dollars over a relatively short period may be limited. Sociological Factors             The government requires casinos and other establishments to employ locals. The casino relies heavily on the local labor market. The strength of the casino’s labor force is affected by factors such as the education and skill levels of the labor force. The increase mobility of mainland China and Hong Kong residents affect the strength of Macau’s tourism. It is expected that the wealthier Chinese middle class will become more mobile and will be encouraged to visit Macau because of less onerous travel restrictions, greater ability of Chinese citizens to bring ‘renminbi’ (the Chinese curreny) to Macau, increasing regional wealth and the opening of world-class facilities will transform Macau from primarily a day-trip market to a multi-day travel destination (Las Vegas Sands Corporation 2006).  Technological Factors The rapid development and wide adoption of digital technology in Macau has lead to great changes in the hospitality and tourism industry. Because of the advancements in technology, physical distance has lesser effect on tourists. Telecommunications and transportation become more efficient and less expensive. Distance is bridged even further using the Internet. Technology allows tourists to book hotel accommodations and air tickets online. Electronic brochures are now widely used in the promotion of trade fairs and travel products.   SWOT Analysis             SWOT (Strengths and Weaknesses, and Opportunities and Threats) is a basic analytical tool in management that has become popular in recent years. SWOT analysis is often used by strategic planners and top management in developing competitive strategies. It is typically used to decide corporate strategies and to make product or market level analyses (Reddy 1994). SWOT is a widely used thinking framework for identifying Strengths, Weaknesses, Opportunities and Threats. It enables key factors to be visibly recorded as a high-level summary of a business. SWOT analysis is a summary that is simple but powerful. It also enables a judgment to be made about aspects of the external business environment, which can affect the performance of the business, through looking at the Opportunities and Threats it faces in the wider world (Elkin 1998). Strengths 1. Quality Products and Services – Sands Macau is committed to product and services. 2. First Mover/Innovator – Sands Macau is seen as an innovator in terms of amenities, facilities, designs, technology and products. Weaknesses 1. Unable to Maintain Leadership Position – Because of intense competition Sands Macau cannot maintain its leadership position in the casino industry. Opportunities 1. Development of the Cotai Strip – The Cotai Strip in Macau is being further developed as a business district where hotels, casinos and other establishments can be accommodated. This offers new opportunities for Las Vegas Sands Corporation to expand its businesses in Macau. 2. Increase in Visitors – Macau is experiencing a steady growth of visitor numbers. Threats 1. Political, Social and Economic Changes – political, social and economic developments in Macau, particularly the changes in policies of the governments or changes in laws and regulations or their interpretations may adversely affect the company’s operations and cash flows. 2. Intense Competition – the hotel, resort and casino businesses are highly competitive. Sands Macau current competes with numerous other casinos located in Macau. In addition, it is expected that the competition will increase in the near future from local and foreign casino operators. Sands Macau will also compete to some extent with casinos located elsewhere in Asia, such as Malaysia’s Genting Highlands, as well as gaming venues in Australia, New Zealand and elsewhere in the world, including Hong Kong, Japan, Singapore, Taiwan and Thailand and other gaming centers worldwide. 3. Typhoon and Other Natural Disasters – Macau us susceptible to severe typhoons that may disrupt operations. Macau consist of peninsula and two islands off the coast of mainland China. On some occasions, typhoons have caused a considerable amount of damage to Macau’s infrastructure and economy. In the event of a major typhoon or other natural disaster in Macau, Sands may be severely disrupted and the results of operation could be adversely affected. Porter’s Five Forces Porter identified the five forces model of competitive strategy. He identified the five forces as: 1. Competition among existing firms – this is the natural competitive rivalry, which exists between the various business operating within the industry market place. 2. Threat of new entrants – this is the potential likelihood of, and ease of, entry for new firm into the market. 3. Threat of substitute products or services – this is where a product or service, perhaps produced through a different technology, enters the market. 4. Bargaining power of suppliers – this examines the relationship between businesses in the industry and the suppliers to those businesses. Where the suppliers have a unique or restricted availability product they can exert a strong influence over process and conditions of supply, therefore potentially putting pressures on the businesses purchasing their product/services. 5. Bargaining power of buyers – this examines the relationship between businesses in the industry and the customers of those businesses. The purpose is to identify the relative strength of the business in the customer relationship (Elkin 1998). 1. Competition among existing firms - the growing casino and hotel industry in Macau, Hong Kong, Singapore and the rest of Asia presents a fierce competition among the existing firms in the region. Sands Macau faces competition among other casinos both locally and regionally. In the hotel and casino industry gaining and maintaining customer loyalty is very difficult. There are a lot of choices and customers can switch brands quickly. Moreover, every hotel and casino offers enticing packages and promos making strong positioning difficult for every hotel and casino. 2. Threat of New Entrants – The fierce competition among existing hotels and casinos is further intensified by the entrance of new players. Since the opening of the Macau casino market in 2002, many local and international organizations have expressed interest in developing casinos in the territory. Joint ventures, mergers and collaborations are common. Local organizations are partnering with giant groups in order to establish deluxe casinos in Macau. 3. Threat of substitute products or services – many facilities, services and technologies are being introduced. There is also a threat that consumers are attracted by different destinations in Asia that offer similar products or services as well as substitutes. One example is Singapore, which is also developing its hotel and casino market in order to attract visitors. Sands Macau faces competition from casinos located in other areas of Asia, such as the major gaming and resort destination Genting Highlands Resort, located outside of Kuala Lumpur, Malaysia and casinos in South Korea and the Philippines, as well as pachinko and pachinslot in Japan (Las Vegas Sands Corporation 2007). 4. Bargaining power of suppliers – Sands Macau is able to develop a strong relationship with its suppliers. The casino collaborates with different suppliers. 5. Bargaining power of consumers – Sands Macau has revolutionized the gaming industry in Macau. It introduced different innovations and changes in order to attract more customers. The customers have a strong bargaining power.   Competitive Advantages         Competitive advantage can be considered as a condition, which facilitates more efficient operation and higher quality products and/or services for an organization. Michael Porter considers an organization where earning exceeds cost as an organization that achieved competitive advantage. Competitive advantage in Porter’s perspective is being able increase earnings despite the competitive pressures. Major Functions and Support Functions             The value chain is a model that describes a series of value-adding activities connecting a company’s supply side with its demand side. According to Rayport and Sviokla (1996) by analyzing the stages of a value chain, the organization is able to redesign its internal and external processes to improve efficiency and effectiveness. The value-adding functions of a firm is divided into two – major and support. The major functions are operations; marketing; accounting and finance; and product service development. The support functions human resource management; purchasing; and technical function. In order for an organization to achieve competitive advantage, all functions must be related to each other. 1. Product Service Development First Las-Vegas Style Casino in Macau             The Sands Macau was the pioneer in transforming the face of gaming in Macau with its lavish interiors and a choice of games pitched at a wider segment of gamblers. In the past, visitors to Macau’s casinos frequently complained about cramped environments, smoke-filled tables and indifferent servers. The sands Macau has raised standards by offering luxury, comfort, service and spacious gaming areas (Silk Road 2006). Gaming Facilities Development             Table games are the dominant for of faming in Asia. Baccarat is the most popular game followed by other traditional US and Asian games. Slot machines are offered in Macau, but they are few in number because the structure of the gaming market in Macau has historically favored table gaming. However, with the increase in the mass market gaming in Macau, this is changing and slot machines of international standards are becoming an important feature of the market. Sands Casino is taking opportunity of this trend by introducing more moderns and popular products to appeal to the Asian marketplace. In order to help Macau become an even more desirable tourist destination, Sands Macau is introducing new facilities and standards of service (Las Vegas Sands Corporation 2006). 2. Advertising and Marketing             Sands Macau advertises in many types of media, including television, newspapers, magazines and billboards, to promote general market awareness of its properties as unique vacation, business and convention destinations. Sands Macau actively engages in direct marketing, which are targeted at specific market segments, including premium slot and table games markets. Target Marketing             Through target marketing, Sands Macau focuses its advertising and marketing efforts on its target market segments. Target marketing requires an ability to: <ul style="margin-top: 0in; margin-bottom: 0in" type="circle"> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Find the key characteristics that break a market into relevant ‘actionable segments’</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Identify and quantify which customers fall into which segments</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%">Target the best segments most likely to give the best results</li> </ul> Strong Brand             Applying marketing strategies to a specific product, product line, or brand is called Brand Management. Brand management is the application of marketing techniques to a specific product, product line, or brand. Brand management aims to increase the perceived value of the product to the customer, thereby increase brand franchise, and brand equity. Brand is seen as a promise that the level of quality people expect from a brand will develop customer loyalty. The amount of profit that is generated by a brand determines its value. Brand management starts with understanding what “brand” really means. This starts with the leaders of the company and especially to the people who interface with customers or who create the products that customers use. Strategic Brand Management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. These concepts and techniques are to improve the long-term profitability of the brand. Brand Management focuses on targeting the right consumers, awareness of the competition, the need for marketplace credibility for the offering and clearly defined benefits to the consumer. The benefits your brand represent to consumers may trigger emotional feelings that can motivate them to consider your brand as superior to your competitors'. The benefits themselves have to be credible and presented in language that consumers understand.             One of the group’s strategies is to build a strong brand. Differentiation is accomplished by building a strong brand that creates brand equity. Brand equity produces value to the customer. Brand equity causes brand loyalty among customers. The group (Las Vegas Sands) has been in the business for a long time. The group is able to develop a strong brand that serves as one of its competitive advantages. Because of the strong brand, the group is able to keep its customers. The service providers – all the staff are trained in order to maintain the quality of service. The Group obliges every staff to adhere to the standards in service, product quality, design, construction and operation. The management ensures that opportunities for training, development and continuous learning is available for everyone.  3. Human Resources             The success of Sands Macau in large part depends upon its ability to attract, retain, train, manage and motivate skilled employees. The company’s human resources are considered as one of the sources of competitive advantage.             Human resources or human capital is the intangible resources of abilities, effort, and time that workers bring to invest in their work (Davenport 1999). The people at Sands Macau are the major contributors of strategic capability to the company. One of the advantages of Sands Macau over its competitors is the quality of service that the staff provide to its customers. Service has a big impact on the customers’ perceptions about the company’s product. Because of the importance of its people, Sands Macau formulated an employee development strategy through proper and effective training. This strategy is expected to strengthen Sands Macau’s position in the marketplace.  Employee development can be an essential ingredient of an organization’s competitive advantage. Employee development includes all of the education and training that organizations might invest in their employees such as training employees to perform effectively in their current jobs, orienting employees to the workplace, developing them for advanced positions or programs, and building organizational capability for future success. One of the keys to successful competition in the global market is the effective deployment of human resources to achieve strategic capability and competitive advantage.  Human resources as an internal resource of a firm are one of the sources of strategic capability (Mcwilliams et al 2001). Human resources are among the top contributors to Sands Macau’s strategic capability. Effective management of an organization’s human resources according to Sims (2002) is a major source of competitive advantage and may even be the single most important determinant of an organization’s performance over the long term.   Key Learning 1. Organizational Strategies and Operation are Influenced by External Factors             Sands Casino Macau is considered as one of the most popular and most successful properties in Macau. The casino attracts large numbers of tourists and visitors. Despite the company’s obvious success, it is still affected by different external factors. The PEST analysis made it clear that political, economic, social and technological factors have a big impact on the company’s operation. In the political arena, Sands Macau is subject to different government polices and regulations. In the economic sphere, the company is affected by economic movements in the region. In the social sphere, we see the developments in the Chinese society and the different social policies have affected Sands Macau. In the technological arena, we see the company compete for supremacy in technology, amenities, offerings and facilities. Other external factors such as competition and the overall condition of the gambling industry affect the company’s strategies.   2. Internal Factors Affect Company’s Capabilities             The company’s capabilities rely on its resources, particularly its human resources. The company’s success can be attributed to its ability to manage and allocate its financial resources and enrich its human resources. We also had a glimpse of the company’s future plans.   3. Strategic Planning is Important             Sands Macau operates in a very competitive and unpredictable business environment. Many forces will shape the industry. In order to keep pace with the changes in the environment, to deal with issues and to use opportunities, the company conducts strategic planning.   Conclusion             The paper presented a case study of Sands Casino Macau. Through the case study, the researcher was able to discover many things about Sands Casino, its business environment, and its strategies. The paper presented a case study of Sands Casino Macau. Through the case study, the researcher was able to discover many things about Sands Casino, its business environment, and its strategies. Sands Casino prides itself as the first Las-Vegas style casino in Macau and has earned strong consumer support because of this reputation. Sands Macau is the first American-operated gaming facility to open in Macau, Special Administrative Region of The People’s Republic of China. Sands Casino Macau goes head to head with other large gambling facilities such as SJM, Wynn Resorts, and Galaxy. Other than its reputation as the first Las-Vegas style casino in Macau, Sands also invests in advertising and marketing. The company uses advertising and marketing to reach and attract its target markets. It employs different advertising tools and marketing strategies. Human resources is also a big factor in the company’s success.   Bibliography Elkin, P 1998, Mastering Business Planning and Strategy: The Power of Strategic Thinking, Thorogood, London.   Follows, J 2007, ‘Macau's Big Gamble: Even as Foreign Investors Pour Billions into Ever-Glitzier Casinos, the Tiny Peninsula's Bid to Become the Vegas of the Orient Depends on China's Larger Willingness to Embrace Transparency and the Rule of Law’, The Atlantic Monthly, vol. 300, no. 2, pp. 96+.   Hoare, N 2006, ‘Building on the Past, Gambling on the Future’, Geographical, vol. 78, no. 10, pp. 72+.   Macau Asia’s New Boom Town 2006, Silk Road, viewed 06 November, 2008  from <http://www.acrc.org.hk/misc/doc/2006_spring.pdf>.   Rayport, J and Sviokla, J 1996, ‘Exploiting the Virtual Value Chain’, The McKinsey Quarterly, no. 1, p. 21.   Reddy, A C 1994, Total Quality Marketing: The Key to Regaining Market Shares, Quorum Books, Westport CT.   Las Vegas Sands Corporation Annual Report 2005, Las Vegas Sands Corporation, viewed 06 November, 2008 from <http://media.corporate-ir.net/media_files/irol/18/185629/2005AnnualReport.pdf>   Las Vegas Sands Corporation Annual Report 2006, Las Vegas Sands Corporation, viewed 06 November, 2008 from <http://media.corporate-ir.net/media_files/IROL/18/185629/2006_Annual_Report.pdf>   Las Vegas Sands Corporation Annual Report 2007, Las Vegas Sands Corporation, viewed 06 November, 2008 from <http://media.corporate-ir.net/media_files/irol/18/185629/2007_AR.pdf>   Sims R 2002, Organizational Success through Effective Human Resources Management, Quorum Books, Westport CT.   Witzel, M 2003, Fifty Key Figures in Management, Routledge, New York.

Sands Casino Macau: A Case Study

Sands Casino Macau: A Case Study Introduction Macau is considered as the Las Vegas of Asia. The Casino industry in Ma...

Business Assignment: Fast Moving Consumer Goods (FMCG)

FAST MOVING CONSUMER GOODS         Fast Moving Consumer Goods (FMCG) are products that can be available almost everywhere and it is easily sold at low cost. FMCG companies earn a little in just an items but their distribution and volume of sales everyday is generally and collectively large. Some of the few examples are products that you can see in supermarket, grocery, drugstores etc. these are like soft-drinks, bottled water, toiletries; like soap, detergent, toothpaste, shaves, pharmaceutical products and others. Customers usually buy such products without much thinking or proper planning like they do in other products because most of these products are their usual daily needs or at least they need to replace such items at least every month or every year. Some companies who are generally well known to distribute fast moving products are Nestle, Unilever, Procter and Gamble, Pepsi, Coca-Cola and more.       Unilever creates a positive potential and synergy using their logo or ice cream brand in many countries when they try to push their products in other countries when they put the heartbrand in their ice cream even if they change its brand name. Customers can still figure out that this product is made by the same manufacturer because of its label of hearts and it carry through diversified products when it is newly launch. In their effort to create international to local brand awareness and create a symbol of nationalism they use a different names like Selecta in the Philippines is Algida in Hungary while it is called Starbucks in US but still they use the same classic heartbrand and it carries through the same customers satisfaction and pride of differences and identification of nationalistic approach while it is being sold in 40 countries worldwide.            Each country can choose to diversify their own flavor of this ice cream according to their favorites they can even create product segmentation ice cream for slimming, for all time favorite and for special occasions but they make sure that all products comes from strict process of freshness, ingredients, flavor and quality before the distribution. Their promotional strategy may include a different variety they may choose to launch in the local television programs using well known individual and celebrities, they may even give product launching or free tasting in supermarkets and groceries they also conduct taste challenge and comparison from other brands. Usually their price do not exceed to the product standard that has been expected in public although some of their items may usually cause a bit higher even in their new products or depending on the flavor.       In their distribution of Shampoo it is expected that Unilever is probably the leader in distribution when almost all their own brands compete in itself in stores, supermarket, groceries and other retail and wholesale stores. This is probably to replace or eliminate competition that if they have to compete in sales and distribution they can compete on their own. Their brand has becomes very popular that even children remember their brand names and it is being sold for everyone therefore their target market includes a very large degree of people that only the bald people would not buy their shampoo products. Their Close Up toothpaste seems to target the audience of the youth, while most of their Zwitsal products are usually designed for babies, most of their laundry products like Surf usually targeting mothers and house helper.       When Unilever tries to position their laundry products in India especially Surf brand they replace its name as Surf Excel to compete with wheel. In the Philippines they popularized the commercial of a wise mother who uses the brand for quality, freshness and economical value for the family and they have penetrated the market to become very effective in positioning their brand by identifying common target market which is usually the mother who often do the laundry in the Philippines although other brand still persist, the battle of the laundry brand is still steep. Most of their popular products includes Sunsilk, Creamsilk, Clear, Vaseline, Dove, Lifebouy, Lux, Zwitsal, Close up and many other popular products.       One of the best and latest preparation that they have done in 2011 product launching is using UK’s well known TV personalities, Vernom Kay and his mother Glady’s about their latest product which is Flora Cuisine liquid all in one use for frying, baking and roasting that they have promoted a unique product in supermarkets, television and the internet with Yahoo, MSN and YouTube. They promise to give healthy choice for consumers of 45% less saturated fat than cooking oil, the secret of this product why it can be used for multi function is the ingredients. Their objective includes brand promotion of products with minimal competition and their target markets are household users and restaurant. Unilever makes sure that in offering this product, they offer highly beneficial product like they always do and it is sold in a good price that people will surely love and continue to patronize.

Business Assignment: Fast Moving Consumer Goods (FMCG)

FAST MOVING CONSUMER GOODS Fast Moving Consumer Goods (FMCG) are products that can be available almost everywhere and it is e...