Overview Risk Management On Construction Company Construction Essay

Overview Risk Management On Construction Company Construction Essay Rapid industrialisation has brought in its wake several problems. One of them is industrial risk, which is taking newer and newer forms ever. With mechanical, electrical, chemical and radiation hazards besetting the industrial world, the Risks to Life, Limb, Health and Wealth are common in this sphere of economic activity. Risks are present in every corner and under every stone. Industrial risks may arise while handling, storage or because of operational errors and violation of accepted safety procedures. The industry, therefore, has to be always prepared for such eventualities. An industrial risk is the one that may affect several areas within the factory or may cause serious injuries, loss of life, and extensive damage to property and disruption to manufacturing activities. Such risks may occur in any industry in spite of best efforts to prevent them. The suffering and damage as a result of the accident is determined by the potential for loss surrounding the event. However, the ris k can be largely avoided if effective action is taken as per pre-planned and practised procedures, utilising the combined resources of the factory and outside emergency services. The construction industry has changed rapidly over the past ten years and some companies are faced with more risk and uncertainty than before. Clients are more likely to engage in litigation when things go wrong. Risk in construction has been the object of attention because of time and cost overruns associated with construction projects. Risk can be defined as an uncertain event or condition that, if it occurs, has a positive or negative effect on a project objective. As the conclusion, most construction company have to analyses their project to eliminating a specific threat, usually by eliminating the cause. The project management team can never eliminate all risks, but specific risk events can often be eliminated. Other than that, from the analysing, it can reduce the expected monetary value at risk events by reducing the probability of occurrence (e.g., using new technology), reducing the risk event value (e.g., buying insurance), or both. Objective Risk Management on Construction Company Most of consultants help business owners and entrepreneurs develop the business objectives necessary to achieve the organizations service, social, profit and growth goals by interviewing the principal leaders. Talking through the vision for an organization helps the leaders vocalize where they want the organization to go. A business objective provides a specific, measurable, realistic, action-oriented and time sensitive statement that, once achieved, propels the organization closer toward meeting one of its goals. The business goals and objectives form the foundation of its business plan. Business owners can follow the same process on their own to develop workable goals, objectives and actions to help their business succeed. There are 2 objective categories in Construction Company which are short term objective and long term objective. Short-term refers to one-year goals and objectives. For instance, if the goal is to open a real estate business, some short-term objectives include obtaining a realtors license, renting office space and purchasing a computer and MLS subscription. Long-term refers to three to five year goals and objectives. Following the real estate start-up example, these may include sales goals and objectives in terms of number of properties sold or dollars, and opening a second office location. One objective for meeting a sales goal of 24 homes in the second year of business would be advertising to reach a larger clientele. As the conclusion, the main objective of risk management is to protect the property, earnings and personnel of the organisation against losses and legal liabilities that may be incurred due to various risks. It minimises cost of the risk and maximises the pro ¬Ã‚ tability. The accidental risks may not only result in unexpected costs to a company but threaten its survival altogether. Thus, it is essential for the management to do some exercise to know about the possibility of a risk event, sources of such event and impact of such event beforehand and consider ways and means of preventing, reducing or minimising the loss . Terms of Reference This report is about the research on issue that relates to Risk Management in Construction Company. The research is focusing on Industrial Construction Company. The report about the research was requested by Miss Kwan Jing Hui. This report is prepared by five students undergoing the subject Corporate Risk Management in Multimedia University Cyberjaya who is Erda Nurakma Binti Zharani, Muhammad Adi Arzri Arshad, Thania Nasiha Md Shariam, Nurul Farahin Husin, Tiara Citra and Nur Atiqah binti Adam. We will like acknowledge Ziestech Company because the cooperation that they have been given to us in the process of completing this assignment. This report is submitted on 16 January 2013. Methods In this report about Risk Management in Construction Company, we are using two methods using the primary data and secondary data. The primary data is based on the interview that we have done based on an industrial construction company that we have chosen for more understanding in the research. The company that we have chosen is the Ziestech Company where we trying to get more information to support our research. We create a short questionnaire to understand more about the risk management of the company. On the other hand, we are doing our research also using the secondary data where we found some journals and other sources that can be helpful to support our purpose in completing this report. Findings Based on Research : Risk Management on Construction Company Risk Management in Construction Industry Risk in construction project is highly related to type of risks that may delay the performance of the project itself. In order to eliminate risks, in construction project should have effective risk management as mentioned by Lee Chun Siang and Azlan Shah Ali (2012). Effectiveness of risk management basically depends on how the project leader identifies and construct anticipation actions to risk that may occur during the life cycle of construction project. In addition, risk have to be analysed and listed out throughout project life cycle, otherwise poor risk management would affect in low performance of project. Refer to effective risk management, it enables to determine assessment of project risk, as well as control potential barrier to the success of the project completion. Construction projects value sometimes reflects to its risk management. Variable risks that related to construction project make it different from other industry. Its due to various variables such as engineering, procurement, technical (The Association of Project Management, 2000). In Malaysia, construction risk management has not been a priority and shows bad reputation based on Hamimah Adnan et al (2008). An attitude from contractor that attend to make simple project, fast process and less expensive methods while they identify risks. Even though in construction industry, its projects might be different from project to project, thats why risk identification also might be different. For the project leader, personal experiences, training speciality on risk management would be needed. However, Norazian Mohd Yusuwan (2008) found that Malaysian Construction Company is not paying much attention on reporting, reviewing and monitoring its risk management activity and still consider unfamiliar method among Malaysian Construction Company. Limited knowledge for risk management in construction project again related to limited budget and they found it will only add for operational cost of project. There is different treatment related to risk management that based on size o f Construction Company. Most of companies that is stable in financial status, well known in public, and hold a big construction project that will have formal risk management. Relationship Between Risk Management And Project Performance Maintain good performance during the project activity in construction will result in less risky for the project and closer to its successful. However, if happen to have failure in risk management it will cause increase in operational financial cost, capital structure amendment, delaying for building activity, overrun budget / higher risk in insolvency, lost in cash inflow, bad quality for final product possible to redo work after completion and many more (Sundararajan 2004). Various potential factors in construction project activity according to Flanagan and Norman, 1993; Akintoye and MacLeod, 1997; Smith, 2003, there are long period, complicated processes, abominable environment, financial intensity and dynamic organization structures. These variables of risk management hold important rule and reflects how the projects performance will be. Researchers found construction project performance determinations can be concluded to cost, time and safety (Chen et al., 2000; Shen, 1997; Tam et al., 2004). People Involve in Construction Project According to one of construction insurance for the Construction Design Management (CDM) 2007, players who involved in construction projects are clients, CDM co-ordinator, designers, principal contractors, contractors and workers. Property developer, and company who has construction project consider as clients. CDM co-ordinator will be chosen to lead the project and as advisor on health and safety issues during project time. Next is designers such as engineers and architects who prepared for building drawings in and out. Person in charge to plan, manage and co-ordinate health safety while project is happening will be the principal contractors. Contractors are people who involved in business construction i.e. civil engineering, mechanical, electrical, demotion maintenance companies. Lastly, workers are anyone who directly carries out the work during project construction, i.e. plumber, electrician and scaffolder. Risk Faced By Construction Industry There is no line item on a construction companys income statement titled Cost of Risk, but this is actually one of the industrys largest and most volatile expense items. Some construction companies pay 5 per cent or more of their gross income for risk related costs. In an industry with tight profit margins, effectively managing risk can sometimes make the difference between making a profit or not, and in some cases, the survival of the business. There are many kinds of risks faced by a construction company. One of the examples is economy slowdown. Recessions usually happen where there is a widespread drop in spending. Recession can give a very big impact to construction companies. This may be triggered by various events, such as a financial crisis, and external trade shock, and adverse supply shock or the bursting of an economic bubble. The other risk face by Construction Company is increasing competition, where, economic growth is the increase in the amount of the goods and services produced by an economy over time. Economic growth is generally distinguished from development economics. The other factor is that increasing in population can get same ideas or product from different people. The same construction will increase in competition such as quality, price, quantity and etc. The other risk the construction company faced is regulatory or legislative changes. Regulatory changes are controls imposed on a company by an authority (usually the government) that generally restricts the natural direction in which the company is moving. Legislative Authority or the power to make laws at the Federal level is vested in the Parliament, which comprises the Yang di-Pertuan Agong, the Senate and the House of Representatives. Other than that, Construction Company also facing the risk of injuries to the workers. Occupational injury rates among construction workers are the highest among the major industries. While several injury control strategies have been proposed by various organisations, their effectiveness for reducing the rate of injuries in the construction industry remains uncertain. Cash flow risks also one of risk that Construction Company faced. Some companys available cash will not be sufficient to meet its financial obligations. That is because of the any mismatch asset or quality in the constructions. In construction site, managing the work in time is necessary to avoid any delays and for the companys and investors good. However, employees sometimes forget to put safety first, by doing short cut and due to this result in accidents. Examples of common fatal accidents are falling from fragile roofs, ladders scaffolds, being stuck by excavators, lift trucks, collapsing structures. https://lh6.googleusercontent.com/j8IikJzDRP7KvSYHgn8FVcLGb40uxe1QwXN1EVR8Xp8ktrZEejeGb4yFSUlSxhxT9_H32_uziQYf3fnfEDjQiFSLZ8OetFhOBINTQuGVSJ4PoJCcWsM Based on reported data below from Malaysia Ministry of Human Resource period 1994-2008, major accidents caused in construction held the fifth position on last 2008. Numbers of accidents finally had decreased in 2008 as its lowest number within 12 years. Scope of Policy and Coverage in Construction Industry For purpose of this assignment, we will touched on the two types of risks faced by construction companies, that is, third party liability claims and injuries to workers and on how the insurance policy works to minimized possible monetary loss to the company. Third party liability claims can be in two forms, amongst others:- Claims made by the party whom have awarded the contract to the construction company. It can be a government or private company contract. One of the conditions in the contract agreement will be that the contractor must issue a performance bond to the awarder. Performance bond, normally in the form of an insurance policy gives an undertaking to the awarder of the contract that they will pay the amount stated in the policy in the case that the contractor fails to complete the contract or breached the specifications of the contract. In Malaysia, performance bond is normally within the range of 2.5% to 5% of the contract value. The other type of a third party claims is where claims made by a third party be it an individual or a company to the contractor due the suffering incurred by them which arise from the contract implementation, for example, damages to their property, sound pollution and also loss of earnings. There is normally no specific percentage on the coverage. However, it will be decided by the contractor base on his assumption on possibility and probability of its happening by looking at the nature of the job. Referring to Department of Occupational Safety Healthy Malaysian, below are Occupational Acts summary: Factories and Machinery Act 1967. 2. Employees Social Security Act 1969. 3. Occupational Safety and Health Act 1994. 4. Occupational Safety and Health (employers safety and health general policy statements) (Exception) Regulations 1995. 5.   Occupational Safety and Health (control   of   industrial major accident hazards) Regulations 1996. 6.   Occupational Safety and Health (safety   and   health committee) Regulations 1996. 7.   Occupational Safety and Health (Classification, Packaging and Labeling of Hazardous   Chemicals) Regulations 1997. 8. Occupational Safety and Health (Use and Standards of Exposure of Chemicals Hazardous to Health) Regulations 2000. 9.   Occupational Safety and Health (Notification of Accident, Dangerous Occurrence, Occupational Poisoning and Occupational Disease) Regulations 2004-NADOOPOD. Relation to current practice in Construction Industry in Malaysia Construction industry indeed one of the highest accident occur not only Malaysia but all over the world. Construction is one of the valuable asset to our nation since it brings Malaysia through the world by the recognizance of our building such as Petronas Twin Towers which is one of the highest building in the world, Kuala Lumpur International Airport, and Formula One Sepang circuit. This construction is an important part of our economy; it helps our economy by attracting the investors to invest in our country. News reported that incidence of injuries and fatalities rates are high in Malaysia. The company may lose their valuable employees if this frequently occurs. Employers responsibility to ensure the health, safety and welfare of their employee The quote of safety first is a common quote that used to ensure that every employee aware of their safety while working. There are several or awareness that have been given to ensure the health, safety and welfare of their employee. This is to ensure the company will be able to complete their project on time. When one of their employees injured while performing their work, it is considered as a liability for their company causing their work in progress slowing down. The amount spending for the purpose of safety is beneficial as the consequences are the company would enjoy an effective safety than suffering with the cost. There are several current practices to reduce the risk of accident. There are several effects that the company can get when they ensure the health, safety and welfare of their employee. This can be seen by the company can reduce the accidental cost, when they doesnt have to pay huge amount of money to pay for their employee if accident occur at their working place. The company will enhance the image of company by showing that their company is aware of their employees and following the rules of (Occupational Health and Safety Assessment Series) OHSAS 18001. The company also can increase their business opportunity which can be seen when their workers are efficient to finish their project on time. Increase overall profit of project were also the benefit of ensure the safety and health of workers this can be seen when theres no accident occur on their employee, the workers operation run smoothly and employer doesnt have to pay more on accident and get more profit instead. Companies can refer to the authority such as Department of Safety and Health (DOSH), National Council of Occupational Safety and Health (NCOSH), National Institute of Occupational Safety and Health (NIOSH), Construction Industry Development Board Malaysia (CIDB) and Local authority about the safeness. Construction Industry Development Board Malaysia (CIDB) For example like Construction Industry Development Board Malaysia (CIDB) under the government was established by Act 520 of Lembaga Pembangunan Industri Pembinaan Malaysia Act 1994 in July 1994 as a statutory body under the jurisdiction of the Ministry of Works Malaysia, with CIDB they offered a provide training for the construction companies. The board ensures the company with the responsibility of coordinating the needs and wants of the construction industry, planning the direction of the Malaysias construction industry, addressing the pertinent issue and problems faced by the construction industry, making recommendation in the formulation of policies for the construction industry Department of Safety and Health (DOSH) The board will ensure that their customer would be provided sufficient information on safety and health. Their responsibility are responsibility of administrating and enforcing related to occupational safety and health to ensure that safety, health and welfare of people at work as well as others are protected from hazards resulting from occupational activities in the various sectors which include manufacturing; mining and quarrying; construction; agriculture, forestry and fishing; utilities (gas, electricity, water and sanitary services); transport, storage and communication; wholesale and retail trades; hotels and restaurants; finance, insurance, real estate and business services; public services and statutory authorities. National Council of Occupational Safety and Health (NCOSH) The board was established under Section 8 of Occupational Safety and Health which is their responsibility is to Investigate and make report and also to recommend to the Minister any matters whatsoever related to the objectives of OSHA. To amend or make any change deem necessary for legislations of OSHA. To improve administration and enforcement of OSH legislation. To foster cooperative consultation relationship between management and workers with regards to OSH and well-being of workers. To resolve any particular problems related with OSH and well-being of workers consist of women, handicapped and other group of people in the society. To formulate adequate methods and procedures of controls at workplace for chemical industry. To analyze statistics related to occupational fatality and injury which happen at workplace To provide facilities for health care a workplace. To foster development plans and public acceptance of good industrial codes of practices related to OSH. National Institute of Occupational Safety and Health (NIOSH) The board main vision is to be the Leading Centre of Excellence in Occupational Safety and Health. NIOSHs responsibility is providing training; consultation services inseminate information and conduct research and development to employees, employers and those responsible, either directly or indirectly in the field of occupational safety and health. Example of companies following the health and safety management guidelines Occupational Safety and Health Management System (OSH-MS) guidelines promotes a safe and healthy working environment by providing a framework that helps organizations to consistently identify and control health and safety risks, reduce the potential for accidents, aid legislative compliance, and improve overall performance. Sime Darby Engineering Sdn Bhd, oil and gas construction industry which practiced the OSH guidelines they are fully concern on the safety health and environment. This company is certified by ISO 9001 OHSAS 18001 and others. Their main objective is to establish a safety and health committee to upgrade the level of occupational safety and health in their company. They are committed to comply with all relevant environmental, safety and health legislation, prevent pollution and accidents, minimize usage of hazardous materials, chemicals and gases, and minimize release of pollutants to air, water and land. , reduce consumption of natural resources., reduce, reuse and recycle of waste, promote environmental, safety and health awareness to all employees, clients, sub-contractors, suppliers and visitors Sustainable Construction practices in Malaysia Several efforts has been given to the construction industry which it lead several changes. Construction waste causes environmental problem towards Malaysia such as water pollution, environmental pollution and others. The concern toward environment has been given only less attention before this however with the increasing awareness of global environment has lead the construction to increase the protection and sustainable towards our environment. This practice may lead to the structure which will enhance our lifes quality, protect the environment and at the same time maintaining a balance between growth in economy and preserving the natural resources and ecosystem. Problems in current practice of Malaysian Construction Industry Malaysian construction industry depends heavily on unskilled foreign labor worker as they considered as cheap, widely available and flexible. Majority of construction industry choosing this way as this might lead to a problem such as insufficient, slow and labor intensive. Growth of policy in Insurance Market of Construction Company Based on daily routine of a firm activity, they might encounter numerous kind of risk on during performing their job. The risk can be predicted before it might actually happen but the firm cant assume that all risk can be eliminated. Thus it comes to consideration of firm to have a proper way to manage their risk. There are three main insurances coverage in todays construction industry, which are: Contractors All Risk Insurance. Contractors All Risk insurance is precisely designed for the purpose of managing risk against any loss and damage during the construction work takes place. This kind of insurance covers any loss related to works, construction plant and any damage arising from the construction process. It a simpler word, this type of insurance policy helps to manage against unforeseen and accidental physical loss or any damage happens to the property during the period of insurance. Contractors all risk Insurance is best to cover all works executed by the contractor whether it is temporary type of work or construction type of work that takes a longer period to accomplish. The basic Contractors All Risk insurance gives protection coverage whether under construction period or maintenance period against: Material damage during the work under construction Loss and damage towards contractors machinery, plant and equipment. Loss and damage on principals existing property. Third party property damage or any bodily injury happens during the contract of work. The insured parties include the principal, main contractor and the sub-contractor. Examples of types of construction project that can be insured under Contractors All Risk Policy are: Civil works such as dams, power plants. General building construction such as industrial, halls, stadiums and residential. Towers, silos Railway line, roads, tunnels, bridges. Electrical equipment installation. Other miscellaneous work. Bonds / Insurance Guarantee. Bonds are widely being used and almost every interaction between inter-personal and inter-corporation use it to guarantee the project accomplishment. The insurance company actually works as a middle person between the two parties because the fact that insurance companies are financial institutions. Thus interference of insurance companies in bonding businesses can generate other type of business such as Contractors All Risk, Public Liability and Workmens Compensation policies. There are few features of bonds, which are; Once bonds are given, it cant be cancelled until its expiry date. Most of government project demand bonds and are worded, thus bond need to be issued by the contractors to satisfy the requirement of tender. Furthermore the demand of bond in such way enables the ability to invoke the bond by the holder without any reason and explanation. Any demand nevertheless any dispute or protest by the insurer, contractor or any third party needs to be settled by the insurer. Workmens Compensation Insurance This policy is being design to give protection for any employee insured against injury, accident or any disease caused from the employment. The employer is the one who need to pay such compensation based on the law set up in the schedule of the policy and common law. Demand for workmens compensation insurance usually comes from: Contractors who are required to have insurance under the requirement of contract with the Principal. Employers that are having foreign workers which are not eligible to contribute to SOCSO but because of (a) above, they usually include these workers in their insurance based on the wage roll of 15% of total contract value. The employer or their sub-contractor should also take note that they are also required to be under the provision of the Workmens Compensation. Findings Based on Interview : Risk Management on Construction Company In this part of findings, we refer to an industrial construction company that has been involved in this industry for a long time. Ziestech Enterprise has been kindly to provide the information needed about their risk management. The company located in Kulim Kedah. Basically, they are an electrical industrial construction company that offer customer electronic and air conditioner service. The manager, Mr Arshad Bin Tasselim has been exposed to us the risk management that company has applied for the workers and business. Ziestech Enterprise is a company that can be categorized as industrial construction. The company has been in the industry almost 10 years. Ziestech Enterprise has been humble in the industry where they have started small then eventually they had grown to become a very successful electrical industrial construction company. Based on our interview session with Mr Arshad, he explains that the company is very high skilled in electrical and wiring for the industrial construction where they have the ability to involve their business in handling heavy electrical job. Furthermore, to perform this kind of task, the company require a very special certificate such as Wireman from Suruhanjaya Tenaga Malaysia. As an electrical construction company, Mr Arshad is aware that their company is facing a very high risk especially the workers safety. The operational task is related with electrical usage and appliances, where they might face the risk of having accident, loss, damage or injury during the construction works takes place. The industrial task is far more dangerous because the workers are exposed to a very high voltage. Mr Arshad explains more about the usage of electrical equipment that has been used in industrial works where it involves with 240V to 450V. Workers that involved in this kind of job, they will be supervised by the expertise that has been hired by the company. Mr Arshad is very aware with the risk that their facing every working day. Ziestech Enterprise is well prepared in managing the risk and decided to buy some of the insurance policies that can reduce the level of riskiness in performing the task. Mr Arshad explains more about the loss and damage during the construction work for example damage to machinery,plant or third party damage that has been insured by Contractors All Risk. The company also concern about the workers that may injured and accident during performing tasks where they pay for Workmens Compensation to insure the employee. Risk management is very beneficial for the company and the current insurance coverage satisfy the needs for the Ziestech Enterprise. Conclusion Risk Management in Construction Industry can be very beneficial to the companies that are applying this because the internal organizations such as staff, supervisors, middle and senior management have a heightened awareness of risks within their work environment. In addition, risk can be identified, assessed and controlled in accordance with the legislative requirements of OHS Act. Besides that, risk management becomes a part of the organizational corporate culture. It reduces the severity of an accident results in an associated reduction in pain and suffering. Moreover, risk management also reduce in the severity and incidence of workers compensation claims, leading to a reduction in associated and hidden costs (such as loss of staff morale, loss productivity, etc.). To conclude, it is a known fact that risk management is a very important tool to be applied by companies in order to ensure their survival. Both the contractor and the insurance company try their level best to reduce their own risks. Wrong judgment may be a fatal blow on the survival of the company. Recommendation The construction industry is a vehicle

Skin care products with whitening and lightening function

Skin care products with whitening and lightening function Skin care products with whitening and lightening function have been introduced to the Asian market over the past decades years and it recorded as the best-selling product categories in the Asian beauty industry (Ashikari, 2005). According to the study title The Quest for Beauty: Asias Fascination with Pale face (2009) stated the total whitening marketing is forecasted the market will be continuing to $18 billion and the rate of growth is around 12 per cent annually (Deirde, Helen, Mark, 2010, p. 26). In South East Asia, there are more than 62 skin lightening products were introduced in year 2008 (Deirde, et al., 2010, p27). Besides, the involvement of women in the workforce increases in their income and wealth. Most of the women tend to buy the whitening product to lighten their skin (Deirde, et al., 2010). To fulfill the consumer needs, the whitening product was still developing to match the market demand (August, 2008). The result of the Asian women using skin lightening products i s shown in the Table 2.1 Table 2.1: Result of Asian women using skin lightening products Asian country Estimated % of Women Using Skin Lightening Products Thailand 58 Philippine 50 Hong Kong 45 Malaysia 41 Indonesia 60-65 (Source from The Quest For Beauty: Asias Fascination With Pale Skin, p27, 2010) There are a lot of myths about fair skin tone. In the current social context, fair skin tone not only symbolizes womens beauty, but also will project womens marital prospects, job prospects, social status, and earning potential (Ashikari 2003b; Goon and Craven 2003; Leslie 2004). One of the surveys was conducted in The Quest for Beauty: Asias Fascination with Pale face shown Malaysian men thought their partners would be more attractive with a fair skin tone (Deirde, et al., 2010). In the same study, it also stated that different culture may result in different interpretation on the meaning of whiteness. To provide a clearer picture, in Japan, fair skin is equal to wealth and high education level (Deirde, et al., 2010). As in Thailand, the fair skin is always associated with the higher social status and wealth (Deirde, et al., 2010). As contrast to the white, black, in Indian culture symbolize as underprivileged people and often related to dark, dirty, wrong, hell, and etc (Arif, 2004 ). On the contrary, Indian culture prefers lighter skin tone as it associated with the bright side of the culture(Arif, 2004).White, in Indian culture, is regard as a sign of beauty, purity, cleanliness, happiness, and symbol of power (Arif, 2004). Moreover, fair skin is also presented as good marriage in India. Overall, whiteness is an important predictor for presenting the positive image in the Indian society (Arif, 2004). Desires for whiteness, under this chain of associations, is pursued Despite of the diverse cultural different in Asia region, they are holding the common belief to have light skin. However, some of the academics, activists and sociologists reflect the marketing of skin-lighteners as racism. (Sage, 2009; August, 2008; BBC News, 2003) In this research study, not only focus on the advertisement of women magazine in Malaysia, but also focus on whitening body care product. 2.2 Background There are several items will discuss in the session of background which included beauty products for women, the fairness is more craze, discrimination of people, advertising in general for these products, printed advertisement and magazine advertisements. 2.2.1 Beauty products for women Peoples needs and desires to be beautiful are supposed to be identical all over the world. With the aid of beauty product, people can gain confidence and stand in front of crowd without fear. In this modern society, the first impressions brought to people are crucial. People are increasingly emphasis on the appearance rather than other more durable criteria (Barthel 1988: 3) and emphasize on the decoration of the female body, with the aids of the fashion and cosmetic products (Barthel 1988: 8) Based on this reason, the latter product categories, the hair care, fragrance, and personal products are frequently used to enhance the attractiveness and the degree of sexuality on the person. Moreover, beauty also refers to traditional make-up, which included lipstick, mascara and foundation, as well as contemporary make-up, such as tinted/flavored lip balm/gloss (Pawlowski, 2007, p. 62). 2.2.2 Fairness is more craze According to Bray (2002), there are almost half of 35 to 54 years of Asians used skin care product with whitening function, some analysts have said it could be worth billions of dollars. In Asian countries, that has been a trend of growth of whitening and lightening product since that have long histories of utilizing fair skin as a key criterion of personal beauty (Bray, 2002). There is a Chinese idiom One whiteness can cover three kinds of ugliness (Leong, 2006; Eric, Hyun, Kimura, Russell, Bahl, 2008). In people perception, fair skin is always a symbol of elegance and nobility (Leong, 2006). White jade is often used as a metaphor to describe such fairness (Leong, 2006, p.167). The preferences for white of fair skin are common in the modern Asian market (Leong, 2006). In India, for example, a significant part of many Sunday newspapers is dedicated to personal advertisements by men seeking fair-skinned brides (Leong, 2006, p. 168). 2.2.3 Discrimination of people Although skin whitening product can lighten people skin tone, it may indirectly discriminate the races that have darker skin tone. For instance, that is an argument in India due to the Fair and Lovely advertisement. The advertisement showed a young, dark-skinned girls father lamenting he had no son to provide for him, as his daughters salary was not high enough the suggestion being that she could neither get a better job or get married because of her dark skin. (BBC News, 2003). This advertisement has an overwhelming responces. According to Luce and Merchant (2003), 90% of Indian women want to use whitening product and that is a phenomenal trend growth in the number of skin-lightening products. In their perception, fair skin represent good education and more likely to marry well. However, some of the sociologists and academics pointed out that is not only a wrong moral value, but also pollute the young generations mind (BBC News, 2003). According to Lipsitz (1998, p. 3), the power of whiteness depended not only on white hegemony over separate racialized groups, but also on manipulating racial outsiders to fight against one another, to compete with each other for white approval, and to seek the rewards and privileges of whiteness for themselves at the expense-literally-of other racialized populations. 2.2.4 Advertising in general for these products Television, radio station, internet, and even outdoors advertising are categorized as broadcast media. The different promotional tools will deliver different benefits to the advertisers. Due to this reasons, majority of global advertising adopting more than one type of advertising tool to promote their product. 2.2.5 Print advertisement Print advertising defined as the dissemination of advertising messages using visual, printed item, such as newspapers, catalogs, mailers, flyers and magazine advertisement (Jade, nd). Under the strong competition with other broadcast media, such as television and radio, print advertisement still place an important role to the advertiser. Compare with other broadcast media, print advertisement allow to present more detailed information. By the way, print advertisement such as newspaper and magazine refer as a high involvement of media, it means printed advertisement is more selectivity and it can help the company reach the specific target readers and customers. 2.2.6 Magazine advertisement Through magazine advertisement, the company can reach the certain target market in and educated the reader about the product knowledge in the short period. Besides, the cost of the advertising on magazine is much cheaper compare with other communication tool, such as television and radio. From the 1880s onwards, advertising has played a vital role in shaping the form and content of womens magazines. And, it has a clear and strong relationship between advertising and womens magazines. Besides, magazines were designed as forums for national advertisements aimed for women. According to Veronica (2010), there is no indication for change in the near future as the pattern has existed for more than 100 years. Magazines advertisement is essential tool for marketer because it provides a forum for gender targeted advertising. Marketer can effectively deliver their message to the target audiences. According to McCracken (1993), womens magazines refer as a powerful advertising medium since advertising occupies up to 95 per cent of the space in some womens magazines, earning these publications the more appropriate title, womens advertising magazines. Womens magazines, are a sphere of activity that readers view as an area of freedom, free choice and free time (McCracken 1993) and the advertising within creates new wants and needs. The statement from McCracken (1993) indicates the high readership for women magazines. The role of women magazines is slowly changing to the storytelling mechanism of society because of the increase of advertising material. (Jhally 2000: 30). 2.3 Variable 2.3.1 Size of the advertisement In general, the options of the size of the magazine classified into half page, one page, double page or more than two pages (Pu, Y,R, 2003). According to McCracken (1993), women magazines contained 50%-60% of full-page advertisement. There large size of the advertisement provides a clearer advertisement detail and advertiser more easily to correct it. In the recent article, one of the researchers, double page of the advertisement can attract more one-quarter of reader than one page and one page of size advertisement can attract more one-third reader than half page. (Print Ad Placement, 2011) Some of the marketer will prefer half page size of advertisement, if they faced the tight budget problem. In the other research study of shown the one page size of the advertisement are majority which is 85%. (L. Wasylkiw, A.A. Emms, R. Meuse, K.F. Poirier, (2009), This may due to the price of advertising is reasonable and it is more easily to attract attention. 2.3.2 Advertising layout In the study conducted by (Anna Peter, 2006) states that are 3 components in term of layout consists in the printed advertisement, which are visual information, verbal information and brand name. Different of advertisement layout reflect the different characteristic of product. According to the study of Pu, N, R, (2003), the author found that both personal and cosmetic product present their advertisement with visual and copy layout. In general, visual consider as visual element and copy defined as words. This may due to the visual element in the advertisement can serve to the visualization and verbal element serve to the verbalization. 2.3.3 Advertising copy elements Advertisement is a tool that used by marketers to deliver the intended message to their targeted customer. It is crucial to ensure the concept of the advertisement fit with the overall marketing objectives. For print advertisement, display copy and body copy are the two elements of copy sheet. (Anna Peter, 2006) As defined by Wells et al (2006), display copy is the entire element that the reader able to see at the first glance, such as headlines, subhead lines, taglines and slogans. In general, headline is the words in the leading position of the advertisement and it also reflects as selling idea in the advertisement. (Anna, P; Peter, W, 2006; Major elements of copy for copywriting, nd) Usually, headlines of the advertisement presented in the large size and obvious position. With the aims of enhance the readability of the message, sub headlines normally presents in the new paragraphs with larger size and bold type. (Anna, P; Peter, W, 2006) Body copy defines as the text with smaller size typed which to provide a clear and further explanation about the product. (Anna, P; Peter, W, 2006) According to the Anna, P and Peter, W (2006), slogan regarded as a motto for a campaign, brand and company. To increase the probability to recall the advertisement, marketer usually integrated the slogan in the advertisement, to better address the products attribute. (Advertising Strategy, nd) 2.3.4 Color Color is a powerful element which represent for brand identification, feature reinforcement and differentiation. (Anna, P, Peter, W, 2006) Other than that, vibrancies of color also more easily to catch the attention of the audience, provide realism, establish moods and build brand identity. (Anna, P, Peter, W, 2006) According to the Pamela S. Schindler (1986), color advertisement had the higher response rate and better recall probability when compare with the dull blank and white advertisement. In the other aspects, color can be classified to warm color tone, cool color tone and earth color tone. Red, orange and yellow are the example of warm color tone; green, blue and violet are present in cool color tone and earth color tone reflects neutral color. The different colors always associated with different characteristics. Due to the same advertising pattern, some of the color associated in the characteristics of femininity, cultural interpretations or even emotional responses. (Pamela S. Schindler, 1986) For instance, the use of the color red symbolizes love and passion, while the color white generally signifies purity and virginity. (Pawlowski, 2007) Pink is seen to be very feminine which can also be deemed as sexual while pastel type coloring generally refers to non-sexual. (Pawlowski, 2007) 2.3.5 Visual element The roles of visual element in the advertisement not only for catches the attention of reader, but also importance of creating brand awareness and brand beliefs (John R. Rossiter, 1982) According to Kosslyn and Alper, 1977; Kosslyn, 1980, larger size of the visual element can produce the better learning . And, other than memory responses, the visual size also influence on the evaluative responses. (Rossiter and Percy (1978; 1980) and Mitchell and Olson (1977; 1981) 2.3.6 Language Today, English is regarded as an international language. It acts as an important and common language in the world, you can used English in every part corner of world. The statement proved by 72 of in flight-magazine around the world used English as main language. (Veronica, 2010) Although English is a universal language, but the advertiser of some countries, such as Taiwan, South Korean, and United States still prefer their local language to present the message of the advertisement. (Jaehee, J Lee, Y,J, 2009; Veronica, M, S, 2010) As global company advertises their product globally, the languages they used are vary according to the social context. They are usually ignoring the local nuance, and translate directly from their original copy. (Veronica, 2010) Communication with customers is essential in the marketing perspective. The local language can integrate with the local community effortless. In the multi cultural country such as Singapore and Malaysia, there is a diverse market opportunity for each of the races. Hence, by targeting different group of customers, the publisher have to publish different languages of magazines to better address the need and wants of the different groups of people. By publishing different languages of magazines, they can better deliver the message to their reader by the languages that they are familiar to. 2.3.7 Type of Appeal Generally, there are two type of appeal which is rational appeals and emotional appeals. In advertising, rational appeals defined as the element used to motivate consumers through information and logical arguments. (Jeon, George, Bruce, Joseph, 1999) Visual elements were coded as rational if the advertisement contained picture of the brand, before and after comparisons, product demonstrations, or comparatives portraying the competition. The use of rational appeals can be apply by reduce the uncertainly requires, distinct logical, and direct information from the communicator. (Zandpour etal. 1994) Nevertheless, emotional appeals reflect the images and feelings to mold consumers perceptions toward the brand. Among the emotional appeal are storytelling, metaphors, and aesthetics. (Jeon, George, Bruce, Joseph, 1999) Advertising appeal usage can be applied in different product types. According to Cutler and Javalgi (1993), the overall content of the advertisement can be categories into rational, emotional or both. In the past research, the authors found that advertisement for durable goods tend to presents more information than advertisement for nondurable goods. (Abernethy and Franke 1996) However, service advertisement is more emphasize on emotional appeals. (Abernethy and Butler 1992; Cutler and Javalgi 1993) In the research conducted by Golden and Johson (1983), they examined the impact of thinking versus feeling appeal in print ads on various measures of advertising effectiveness. The author defined thinking appeal as appealing to the rationality of the receiver, and feeling appeal as creating a mood and appealing to the emotions. (Golden and Johson, 1983) In this study, they concluded that the underlying reason for the popularity of thinking appeals is the rich of product information, and elicit higher purchasing intentions. (Golden and Johson, 1983) According to a research conducted by McGuire (1969), he denied the effectiveness of emotional appeal in the advertisement after directly comparing the rational and emotional appeal from the advertisement. Based on his research, neither of the rational and emotional appeal outperform of each other. The core idea behind this is that emotional message can also be rational, and vice versa 2.3.8 Product Categories Product categories in the advertisement can be divided into 22 categories. (Nelson Paek 2007) Beauty product was defined broadly, which consisted cosmetic, jewelry and clothing. In addition, special group of products such as womens apparel, perfume and cosmetic categories occupy large portion of total marketing costs. (Veronica, 2010) In the recent study, the authors classified apparel product, perfuse and cosmetics as self-image projective product. (Veronica, 2010) The targeted market segment would affect the marketing strategies applied in different market. (Veronica, 2010) In the other researches, product categories can be categories into hedonic or utilitarian element. (Crowley, 1992) Hedonic products are primarily related to sensory attributes and concentrate on consumatory effective gratification whereas utilitarian products are mainly associated with functional and non-sensory attributes and focus on fulfillment of instrumental needs. (Crowley, 1992) According to the research of Jung and Lee (2009), Korean and United Stated beauty magazines consisted a lot of body-related products than non-body related products advertisement, with a ratio 91.1 to 8.9. The body-related products include clothing, beauty product, diet services, and accessories. 2.3.9 Product origin The country of production has certain degree of influence on the consumers decision making process. Zhou (2004) provided some evidence in study that Chinese consumer is willing to pay more on the western product, mainly because of the common belief to reflex the prestige and social status. There is some opposite point of view from Nelson(2004). He stated that there is growing population who are supporting the local product and cultural identity. 2.3.10 Whitening function of the product Skin whitening product is a global trend throughout the world. There is a huge market opportunity for Europe, Asia and the United States market. (Deirdre, B, Helen, C, Mark, D, nd) According Ashikari (2005), whitening and lighten product growth rapidly in Asia which influence by the Asian wealth and growing consumer cultures. Mostly, the whitening function of product can classified to UV features, whitening effect and function in both way.UV features of product can decrease the damage and protect the skin from ultraviolet rays and long time exposure under the sun. In additional, the role of whitening effect shows the product focus on lightening complexion of womens skin, which from the yellow or darker skin color to white and fair skin color. (Johanson, 1998) The example of products with whitening effect are Kose, Za, Olay, Lancome, Nivea and Sk II, normally we can found it in shopping mall. With the trend of whiteness, a lot of companies introduce a lot of whitening and UV function of product, and then customer can kills 2 birds with one stone with the multi-functional product. 2.3.11 Degree of sun protection factor (SPF) In the market, there is a lot of cosmetic and skin care product contained sun protection factor (SPF), which can protect our skin from the direct ray from the sun. The different degrees of SPF have different functions. In the research conducted by Autier et al. (1999), they assessed the impact of the 2 different degree of sunscreen sun protection factor (SPF) of unlabeled product on the duration of sun exposure in two groups of young people. They concluded that the volunteers who used SPF 30 were exposure 25% longer than these who used SPF 10. The result of the finding is not surprising. The doubt in this research is on the basis of increased exposure, there was no difference in sunburn or skin-reddening episodes in the two study groups. 2.3.12 Origin of model Model can be classified into different ethnic groups, such as Asian (Chinese/ East Asian, Malay or Indian), Caucasian, or mixed. In the study by (Eric P. H. Li, Hyun,J.M, Kimura, J, Russell, W. B, Bahl, S, 2008; Cheng, H, Katherine, F, Shaw, P, 2005; ), authors found that most of the Asian beauty product advertisements using Caucasian model. The underlying reason is the globally recognized beauty standard. According to Goon and Craven, the popularity of Caucasian and Eurasian models reflects the postcolonial structure of commoditization and consumerism and is still influenced by a colonial past. In the other study, it also revealed 70.2% Caucasian model was used frequently in Korean advertisement to promote their product. (Jaehee, J, Lee, Y, J, 2009) This phenomenon happened because the fair skin has been aggressively marketed across Asian culture over this past decade. According to (Sean, R, 2003), white women with those characteristics such as lean, pure and radiant images are representing the feminine ideal and identification. Whiteness also presumes the ideas of purity, integrity, decency and auspiciousness. (Russell, Wilson, and Hall 1992; Sean, R, 2003) By the way, model of the advertisement always plays an important role to deliver the message to the targeted audiences and it pervasive to our daily life. The particular magazines readers will project themselves as the models appear in the magazines advertisement, which enable them to make a positive impact to them, and inevitably make a good evaluation to the product. Besides, the researchers also found that Caucasian women were more willing presented in sexual portrayals which compare with Asian women. (Cheng, H, Katherine, F, Shaw, P, 2005; Christina N. Baker1, 2005) This reason may due to the Asian women are influence by the Confucian culture and philosophy of them has not yet been prepared. (Cheng, H, Katherine, F, Shaw, P, 2005) 2.3.13 Demographics of model Age of the model of the advertisement also acts as a factor influence the consumer behavior. (Chang, C, C, 2008) People are keen to be fresh, beauty and look younger than their actual age. If the model of the advertisement is forties or old featured, then the young generation of consumer may categorized the product as not for me based on this factor. (Chang, C, C, 2008) The result analysis of Women Stereotypes Portrayed in Print Ads by Luxury Fashion Brands found that most of the young model are majority in the advertisement of magazine which is 72.7% (15 and 30 years old). (Carlos, M, M, Paloma, D, S, 2008) 2.3.14 Celebrities Used Celebrity endorsement is the growing trend in the magazine advertisement. A celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCracken 1989, pg. 310). Credibility and attractiveness are the two important criteria to improve the persuasiveness of the advertisement. Hence, the companies are strike to determine the element of credibility and attractiveness to present their advertisement to public. (Kahle and Kahle 2006). Furthermore, Friedman and Friedman (1979) showed that celebrities endorsement is more eyes catching than expert or typical consumer endorsers in advertisement recall and brand name recall, in spite of the product type. In the other research also showed there are a positive effect between adolescents word-of-mouth intentions and brand loyalty among the celebrity sports athletes. (Bush, Martin, and Bush 2004) Besides, female teenagers word-of-mouth intentions are more affected by female celebrities than male celebrities, and female teenagers agree more than male teenagers that they are affected by celebrities in buying certain brands. (Bush, Martin, and Bush 2004) By applying attribution theory, Mowen (1980) used it to explain on the effectiveness of celebrity endorsement. The effectiveness of celebrity endorsement is largely correlated to the consumers willingness to understand the causal reasons for a celebrity to endorse the product. The celebrity endorsement strategy works best if consumers think that the celebrity endorses the product because the celebrity can symbolize the product, rather than the financial incentives. Mowen (1980) Furthermore, Asian celebrity perceived their success is highly related to their fair skin. (Eric, Hyun, Russel, Junko, Shalini, 2008) 2.3.15 Appearance of model Based on the research conducted by Thomas and Treiber (2000), the advertisers prefer to use gorgeous model to represent their product. It can indirectly inform the reader they can as beautiful as the model after them using the product. In the research study named Real Beauty in Advertising: Fab or Fad, appearance was the main subject. It usually used to refer the link between the usage of the particular product and the consequences after of using that product. According to the research, model likes to apply the heavy makeup, such as applied lipstick and particular perfume to become more attractiveness and appeal to public (Reichert Lambaise, 2003, p126). 2.3.16 Apparel of model There are different degree dressing of the model, however nudity of the model becomes a rising trend in the advertisement of the magazines; it also associated with the idea of sexual attractiveness. (Bridgette Desmond, nd) Generally, there are 4 categories of the nudity which are demure, suggestive, partially clad and nude. (Jaehee, J, Lee, Y, J, 2009) According to (Jaehee, J, Lee, Y, J, 2009 Reichert, T, Carpenter, C, 2004), demure dress was defined as everyday dress which included walking shorts, but excluded short-shorts or underwear. Suggestive dress defined as partially exposed the upper body, such as unbuttoned blouses or muscle shirts. (Jaehee, J, Lee, Y, J, 2011; Reichert, T, Carpenter, C, 2004), According to the studies conducted by scholars, Models were considered partially clad if they were shown in underwear or bathing suits. (Jaehee, J, Lee, Y, J, 2011; Reichert, T, Carpenter, C, 2004) Nude was represent models were holding only a towel or if the photograph was composed so that genitals were concealed. (Jaehee, J, Lee, Y, J, 2011; Carpenter, C, Reichert, T, 2004) Sex approach is more appeal to the male consumer, given the evidence that in year 2003, four out of five women who are appeared in the advertisement were suggestively dress, partially clad, or nude. (Bridgette Desmond, nd) An interesting study conducted by the Desmond, B (2008) stated that society nowadays becomes more sexually explicit and adapt with the high degree nudity level in the advertisement. Even so, there are some the magazines also prefer demure dress, since they target the wider variety of groups. (Bridgette Desmond, nd) 2.3.17 Hairstyle of model In the judgment female beauty, hair color, hair length, and hair style plays a vital role in positive rating on attractiveness. In the research of Mbure, 2009, 63.6% of models, 63.6% had long hair length, and 36.4% of model had short hair length. Besides, in the same research, the author found that 70.8% of model had straight hair and 29.2% of model non-straight hair style, such as kinky, wavy, medium curly, braided and so on. (Mbure, 2009) 2.3.18 Degree of models whitening Skin color stratification is a crucial sociological issue, which included the difference between lightness and darkness of skin tone. (Micaela, 2005) According to Hunter (2002), light skin tone works as capital to women. Moreover, it symbolizes status, educated person, and high income. Light skin tone also associated with sexual attractiveness. In her analysis, it showed that light skin of African American women represent the higher personal earnings and higher spousal status. According to the other research, the author found that prominent models were more likely prefer to be light skin tone than medium skin tone or dark skin tone. However, models minority were less likely to be seen in the workplace than whites but more likely to be portrayed in leisure places and school than whites. Low volumes of studies emphasize on the interpretation of white beauty idea among Asian female. Meanwhile, Sahay Piran (1997) also revealed that the desire to be light skinned was higher the darker am ong South Asian-Canadian females. In the research title Comparisons of Cosmetic Advertisements: Strategies for cultural adaptation in Womens Magazines in Taiwan also shown that most models in Nong-Nong and Elle Taiwan magazines were displayed in a light skin tone; regardless whether the model was western or Asian looks. (Pu, Y, R, 2003) Furthermore, in another research also reflects that light skin tone is ideals in advertising. It were advanced using a diversify of strategies consisting the promotion of benefits related to skin lightening such as skin related (e.g. Increased moisture), emotional (e.g. Increased self confidence) and relational/social (e.g. increased attention from the opposite sex). Mak (2007) Furthermore, among 58 models, 30 models were light skinned, 16 models had medium brown skin tone (mid-point of dark and light brown) and only 9 models were dark skinned. (Mbure, 2009) 2.3.19 Most frequently shown body part Study of Carlos, M, M, Paloma, D, S, (2008) defined human body as dressed body, and the external appearance, such as hand, neck and face play an important role of the first impression while meeting someone. On the same time, different kind of body part shown in the magazines advertisement conveyed the different kind of messages that convey messages to the magazines reader. Most often, marketer emphasized certain body display based on the product categories, such as face with skin care product or upper body part with body care product. In the recent study, researchers found that the advertisement in Korea and Taiwan more focus on the models face rather than bod

Sports Psychology Essay example -- essays research papers

The five main things that I learned in sports psychology from is Goal Setting, Awareness, Leadership, Reboundability, and Routines. These all help me not only in the sport world but also in life. It is important to study these things and practice them as much as possible to achieve the greatest benefits from them   Ã‚  Ã‚  Ã‚  Ã‚  Until recently I have never really thought about my goals. I have had them, but have never planned them out or evaluated outcomes. When we had a guest speaker named Mark Henry spoke to use about goal setting. Before I wouldn’t put dates or plans with my goals. It helps a lot when you have a date to start the goal and a date when you want to achieve the goal. One thing Mark Henry taught me was that a lot of smaller goals can lead up to one a larger. One of the goals I set this year was to get better grades. To do this I had to make a plan on how each day I could work on doing this. I made a plan for each day on how to raise my grades and keep track of how they are doing. Keeping the goal organized helps a lot. It helps when you have it all written down on paper for a reference. With this smaller goal it is helping me also with my larger goal of getting accepted in to a college of my choice. Within a few weeks I noticed a huge difference in my grades. I had r aised all of them about one grade letter. Once I accomplished this goal, my self esteem went up a lot and I then made more goals.   Ã‚  Ã‚  Ã‚  Ã‚  Another thing that helped me a lot in this class is learning about awareness. Mr. Hunter gave us the stop light as an example on how this works. When I used to play rugby I would easily go from the green to the yellow. When that happened my mind would get filled with thoughts that would distract me from the game at hand and I would get frustrated. When I was in the yellow it was hard for me to go back to the green and easier to go to the red. When I was in the red I would make a mistake almost every time I got the ball. Learning how to prevent yourself from going from yellow to red is a very beneficial trait. Mr. Hunter taught me to think of a word or action that would help me return to yellow. I tell myself I will clinch my fists and that when I release them then it is back to the task at hand. Now when something upsets me or throws me off course in day to day life I will just clinch my fists and then relax ... ...acks make me stronger in the end.   Ã‚  Ã‚  Ã‚  Ã‚  Last but not least leadership. I have never really been a leader before. After sports psychology I learned that being a leader is a very important position. I tried it out in some of my classes that put me in groups. When nobody wanted to step up and get the task moving I would usually just sit and go along with it. During the first trimester though I would try to take the leadership role. I might not have been that good of a leader but for me just taking the role made me feel a lot better. In life people who can take these important roles of leadership benefit. Rather it is at school, work or home; everyone looks up to the person who can give them guidance in the right direction. The pressure it gives you to lead the people in the right direction is good pressure that will also help out the leader. Goal Setting, Awareness, Leadership, Reboundability, and Routines are things I have begun to concentrate on and try to incorporate into my every day life. Since I have began to do this it seems life is a lot easier and organized. Learning traits like these is one of the most important things to learn in sports and in life.

Billie Holiday Essay -- essays research papers

To understand the controversy that Billie presented one must first go to the root or source of such controversy and examine Billie's childhood. Billie was born Eleanora Harris to her father Clarence Holiday and mother Sadie Fagan who were just fifteen and thirteen years old, respectively, at the time (A 91). Born between 1912 and 1915 in Baltimore, the date unsure, Billie grew up without her father, who moved away early on in her life. Billie and her mother used to fight a lot, when her mother was around. Much of the time Billie was left in the care of relatives or friends, many of whom were unloving (E). Billie's relationship with her family was very weak, as Billie throughout her life and career never or rarely got family approval or recognition (W 13). The extent to which Billie did not get along with her family is evident as she was chastised for her grandmother's death at the age of six (E). The turmoil within Billie's family was manifested when Billie commented later on in life that "As far as I'm Concerned, all the Fagans are dead" (W 14). This made her family very mad and lead to their further abandonment of Billie. Aside from the superficial tension between Billie and her mother, they did their best to remain loyal to one another and provide for each other (W 201). As Billie grew older, life grew harder and reality slowly became more and more real for her. At age 10, Billie was raped, further strengthening Billie's image of reality. As Billie grew old...

Marketing Plan Nike

INTERNATIONAL UNIVERSITY COLLEGE Sofia MARKETING PLAN Market entry/grow opportunity for Nike in Bulgaria INDIVIDUAL ASSIGNMENT Coursework in MARKETING Student registration No: 20019402 Program: MBA Lecturer:Dr. V. Blagoev Executive Summary Our approach to developing a market-entry strategy follows a structured process, based on in-depth understanding of all aspects that feed into a commercial launch. A comprehensive analysis, using market data and market research, allows us to assess all areas affecting Nike’s strategic direction: Current market situation: detailed consumer and business market segmentation and analysis of market drivers will be undertaken to identify the most valuable target segments and underlying reasons for market entry/opportunity. Specific target areas are evaluated to provide key inputs: product, pricing, retail structures, sales and distribution planning – A review of competition: extensive competitive profiling in areas such as positioning, bran d, target segments, value proposition, market offer, pricing, customer care, sales & distribution, enable assessment of competitors’ strengths and weaknesses Threats and opportunity analysis: analysis of relevant threats and opportunities that the product might face. An internal SWOT highlight areas of valid advantages and disadvantages, providing input to market entry positioning and value proposition – Objectives and issues: description of limitations or possibilities within the current plan that affect objectives to attain or issues that might affect market and segment growth – Identification of marketing strategy: outline of how Nike is to create customer value and the specific of target markets. It is also referred to specific strategies of the marketing mix (4Ps) and how they relate to threats and opportunities. – Action programs: how marketing strategies will be turned into actions – Budgets: shows expected revenue, expected marketing cost and ROI Conclusions from the market analysis together with internal SWOT and identified strategic risk areas form the basis for describing the market entry/opportunity. Contents 1. Executive Summary 2. Current marketing situation 3. Threats and opportunities analysis 4. Objectives and issues 5. Marketing strategy 6. Conclusion REFERENCE I. Current Market Situation 1 Market description Bulgaria isn't renowned for specialist sports stores. The news for sports goods businesses is generally positive, given Bulgaria's negative expectations for rapid economic development being one of the poorest members of the EU. Meanwhile, some analysts expect sports clothing and shoes to climb in demand. â€Å"The global economic crisis has not yet significantly affected the sport goods market because when people cannot afford to buy apartments they prefer buying goods such as trainers,† said Kr Tsonov, (Director of Sport Depot). Tsonov said annual turnover of branded sport goods in Bulgaria last year was approximately Euros63 million, relatively small for a population of 7. 5 million people. The figure doesn't include significant equipment imports from China and Thailand. Germany's Adidas has some 40% of the market share, with revenues of about Euros 39 million annually. The US Nike and German Puma brands each earn Euros 19 and 13 million over the same period. The Bulgarian sport goods market is still developing. Branded sport clothes and shoes are generally favored sales compared to specialized sport equipment, including that for extreme sports. But the current small volume of sales is the main reason why large international sports chains have yet to enter the market. Currently, specialized sport goods are offered by a large number of retailers, but most dealers have just one store. In Sofia, there are about 20 such stores and countrywide there are around 70. But mass distribution has yet to gain a stronghold. When it does, as large brands seek to leverage growth in untapped territory with franchising deals, the Bulgarian sports market will streak away. The main consumers of Nike products can be divided into the following major segments: proffessional athletes (approximately 65  000); †¢ active amateurs (between 20-55 years of age, 368 728), †¢ students (fashion or trend fostered, approx. 896 734); †¢ young active people (between 15-19 years of age, who practice sport for good body shape or just for health, approx. 220 937) and †¢ people from upscale market (usually earn above the average for the country, who would like to feel comfortable and look good when training, approx. 00  000). (Ministry of physical education and sport, 2011, National Statistical Institute 2011) Professional athletes seek better performance and to reach the best of their potential. Product characteristics include light weight, high innovation and cushion technology. For instance Carl Lewi’s custom-designed pair of golden-colored Nike racing spikes made with Zytel, sources state that each shoe weighed about 94 grams. Active amat eurs and people from upscale market are concerned with low risk of injuries and better performance. Product can be viewed with light weight and cushioning technology. Air Max a renowned running shoe by Nike, specially designed to provide the ultimate in impact protection — reducing shock and distributing pressure, best characterizes the product. (www. footlocker. com/searchresults/keyword:nike+air+max/) Students and young active people have similar traits – comfort and trend. Design and cushioning technology is what the product is aimed for. Good example is the online Nike shop, where you can custom your gear – shoes. http://nikeid. nike. com/nikeid/index. jsp#home In general, Nike’s products are considered to be upscale and versus the competitors the pricing is relative higher. Given that the product prices are realistic Nike is offering to its customers, it is doubtful whether all customers think alike. This may represent a weakness, having in mind the lower output of the economy in Bulgaria. To overcome any future problems, especially in high price line, Nike is open for emerging technologies and heavily invests in innovation towards the development of new products, specifically the Nike Alpha Project, a revolutionary new line of athletic shoes. Nike was negligent in the past towards the mid-to lower-price-point products, which offers another gap for improvement. To better develop competitive position at all price points more resources and time should be dedicated. There is a great potential in the lower price point and these are needs that can meet the specific characteristics of the Bulgarian market. A. J. Almaney, Ph. D. (2000) 1 Product review According to Nike, the following shoe styles will be available online in January 2012 refering to the launch date. Regular follow up or update can be found @NikeStore on Twitter. These styles may also be available  at  authorized Nike retailers or authorized Jordan retailers. |JORDAN | |DATE |STYLE NAME |COLOR |PRICE |STYLE # | |01/07/12 |Air Jordan 8. 0 |Black/Dark Concord-Anthracite-Orion Blue |$150 |467807-009 | |01/11/12 |CP3. V |Black/White-Stealth |$120 |487428-003 | |01/19/12 |Fly Wade II |White/Varsity Red-Black |$145 |479976-101 | | | | | | | |BASKETBALL | |DATE |STYLE NAME |COLOR |PRICE |STYLE # | |01/06/12 |Zoom Kobe VII |White/Black-Concord-Neutral Grey |$180 |488244-100 | | | | | | | |AIR FORCE 1's & NIKE SPORTSWEAR | |DATE |STYLE NAME |COLOR |PRICE |STYLE # | |01/14/12 |Air Force 1 |Black/Black |$90 |488298-007 | |01/14/12 |Air Force 1 |Cargo Khaki/Cargo Khaki |$90 |488298-300 | |01/15/12 |Air Max '95 |Obsidian/Obsidian-White-Action Red |$150 |609048-400 | |01/21/12 |Air Force 1 |White/Obsidian |$90 |488298-105 | http://help-us. nike. com/app/answers/detail/a_id/20727 2 Marketing Mix adapted by Nike for Bulgarian Market Nike has been developing its Marketing Mix based on product, price, place and promotion. Thus, seeking the right marketing mix to best contribute to its goal of maximum profitability. Product: Nike understands the importance to satisfy every aspect of the consumer market in Bulgaria. To penetrate the competition and gain market share Nike should have an extensive range of products. Key point is to provide features, designs, various brands, packaging and benefits like extra warranties and after sale service. There is need to cater different market segments and every segment has specific requirements as well as individuals. Customized solutions of the product can be offered and shaped as per the requirements of the customer. Warranties of one year can be offered for the products and in case of defects or problems occur after purchase a replacement can be offered. This can be referred as after sale service and will help in keeping loyal customers. The competitor Addidas is offering only 6 month warranties for the Bulgarian market. There is an increasing interest in the consumer for high end brands and collaboration with other companies could trigger more sales and recognition. E. g. selling i-pods with their jogging shoes range. Price: Internationally Nike is positioned at high-end consumer market with high disposable income looking for better service and top of the line product. Basically the strategy is to provide high cost with maximum profitability, hence high profit margins. That can be justified by higher cost for innovations and advertisement collaboration with top sport athletes. A possible solution specifically for Bulgaria to overcome the high cost is to introduce special promotions during the festive season or low sales periods or by selling out old models. Place: Nike has developed wide range of distribution channels worldwide. Appropriate for the local market are retail channels: retails stores, brand stores and exclusive show rooms. Online shopping is another means of distributing its various products and its less costly compared to the rest methods. Distributers are commonly engaged to support its retail outlets. Factory outlets can have a major role in the down market, where discounted products can be disposed. Promotion: Nike has one of the most comprehensive promotion and advertising. To build awareness, brand image and loyalty Nike can use for the local market advertising, sales promotions, advertisement campaigns, public relations, publicity and sales promotions. Nike often relates to top athletes from various sports – football, tennis, golf and etc. Nike also endorses various teams and clubs, such as Levski Football team. It can use shows for product placement or it can sponsor various events – Sofia marathon, Football Cup, Golf tournaments, like Black Sea Rama or even new stadium as it did with â€Å"Alliance Arena† Nike also can use local celebrities in their advertisements to increase brand loyalty by utilizing the brand image of such celebrities. http://www. slideshare. net/hemanthcrpatna/a-report-on-consumer-behaviour-in-nike 3 A review of competition The rivalry among competitors is quite high for the industry. Nike, Adidas and Puma have grown at a remarkable rate, each offering more choices, more innovations and new trends. Marketing has performed very aggressively by sponsoring different teams and social responsibilities. Main competitors of Nike are Adidas with income for 2008 39  890 bnl and Puma with income for the same period 13  883 bnl. Nike currently is standing in second place with just over 19  248 bnl. Trade register 2007) Market positions and strategies for product quality, pricing, distribution and promotion Adidas Adidas manufactures running shoes, football boots, most famous for the Predator range, basketball Pro Model shoes. In addition Adidas makes sport apparel for tennis, rugby, football, lacrosse and separate line for gymnastics. Adidas has followed the steps of Puma and has entered the lifestyle market by offering deodorants, aftershaves, perfumes and watches. Adidas is a well known brand. Main customers are similar to Nike are athletes and sport enthusiasts. The brand appeals to both men and women and even children. Age group is between 15-35 years. Strength of Adidas include: competitive pricing, effective marketing strategy (sponsorship), market leadership (rivals Nike and Puma for local market), strong online presence (internet site facebook page and linkedin), strong distribution chain (outlets and malls – Sofia, Serdica, Tsarigradsko shousse, City, main distributer – Elmec Bulgaria), partner with leading teams – Ludogorec and Litex Weaknesses of Adidas: high cost structure, over pricing, warranty of products (only 6 months vs. Nike 1 year), no prominent local sport star advertising for brand http://bg-bg. facebook. com/pages/Adidas-Bulgaria/179106108842362 http://bg. linkedin. com/pub/dir/Atanas/Temelkov Puma Currently Puma runs in third on the local market versus Adidas and Nike. It has a different approach towards the market. Long term mission is to be the most desirable sports lifestyle brand. Thus, offering different segmentation ranging from sports (soccer, running, golf, sailing, motorsport), sport fashion (alliance with: the black label, Alexander McQueen, Yasuhiro Mhara, Rudolf Dassler) and sport lifestyle (watches, fragrances, eye-ware). Strength of Puma: fashionable brand, credible reputation, diversification, sponsoring FT Slavia, Chernomorets and Lokomotiv Sofia. Weaknesses of Puma: innovation follower, lack of market share http://www. slideshare. net/rwbcapel/pumafinal II. INDUSTRY ANALYSIS Microeconomic situation is steadily favorable. Nike continues to increase the number of representative stores in key places in the major cities. Puma and Addidas, the major competitors are fighting intensively for the piece of the pie. Entering of substitute goods on the current market is a treat for the increase of sales. Factors, which determine the demand for the Nike products are their price, revenue of the consumer, substitute goods, taste of the consumer and advertising. Increasing of raw materials might decrease sales for the products. Same goes if there is presence of substitute goods or similar products. Sports Equipment retail sales in Bulgaria increased at a compound annual growth rate of 8. 7% between 2003 and 2008. Ball sports equipment sales led the sports equipment market with a share of 38. 3% in 2008. Other specialists were the leading retail format for ball sports equipment in 2008 Datamonitor (2010). Opportunities †¢ Athletic shoes and apparel have become a must for all consumers worldwide. This is due to both the increasing numbers of people exercising and the trend towards casual apparel. †¢ Competition is fierce at all levels in within the industry, especially among the leaders. This creates a sense of security for the companies that have been able to create a niche. †¢ Cost cutting due to restructuring of operations will give many companies the chance to price products more competitively. †¢ One area in the industry that is ever changing is research and development. The strong departments will surely capitalize on the trends of tomorrow if their efforts are successful. †¢ E-tailing, or customer-designed internet stores, is threatening the traditional distribution channels, thus excluding intermediates and allowing for increasing profitability. Threats †¢ The industry has reached a level of maturity. While style and technology in athletic apparel and footwear has reached a leveling-off point, the important aspect now is for companies to differentiate their lines. †¢ Inflation is reaching higher levels over the Bulgarian economy, which may decrease in consumer spending. †¢ Consumers are becoming savvier and may lean towards discounted items or look for substitutes. In terms of market saturation, many of the key manufacturers in this industry have been around for many years. Consumers may be scanning the market for new and different footwear and apparel products. III. Marketing Objectives and Issues Providing best quality and ba lanced priced shoes range and apparel to the customer with a special focus on the big cities like Sofia, Varna, Bourgas. Another objective is to make available the product to as many marketable stations as possible. In addition to focus on all types of customers including old aged, young men and women and children as well. †¢ Have strong representation at local and international major sporting events. Advertising at Local Football Cup in addition Champions and Europe League, Tennis tournament Zagorka Master, Volleyball Champions League and local Playoffs, local Golf tournaments – Black Sea Rama, . †¢ Maintain Brand associations with major sport stars – Grigor Dimitrov, Tzvetana Pironkova and Dimitar Berbatov †¢ Effective use of Corporate Event Sponsorships. ie. , Nike Tour Golf †¢ Develop a website solely dedicated to the Nike brand. Nike has multiple websites all integrated by Nike. com †¢ Use Nike brand loyalty to increase sales. †¢ Create a product image that differentiates from the competition. Swoosh become way of life. †¢ Increase product awareness through using an ntegrated marketing approach – 30 second TV spots, Full page magazine advertising, Varying sized billboards Competition is stiff and already has good background on the local market. Key issues that might affect the attainment of the marketing objectives is for com petitors to foresee and adapt to current environment prior to Nike and approach key sport stars and use corporate event sponsorships for their brand awareness. Competitors will definitely follow Nike in its conquest for taking market share and probably use similar methods for generating more customers. Depend in large part on first mover and economy of scale. IV. Marketing Strategy Nike hopes to create customer value and relationships by identifying three key to success strategies that they believe will be instrumental in reaching sustainable profitability. The first  is the necessity to meet the customer's needs by offering the most comprehensive selection and knowledgeable staff. The second key to success strategy is  the need to monitor the competitive environment in an effort to ensure differentiation. And the third need is to create venues and environments for open dialogue and multitude of perspectives. This can be accomplished through proper product, pricing and promotion decisions. Product strategy: several lines of athletic shoes and apparel, diverse product mix consisting of athletic shoes apparel and equipment. Pricing strategy: product skimming strategy and product line pricing. Promotion strategy: advertising (repeat messages at low cost), direct marketing (through e-shop) and public relations (sponsorship of FT Levski). http://www. bplans. com/sports_clothing_retail_shop_business_plan/executive_summary_fc. php#ixzz1ioAOO2X2 V. Conclusion In this industry there is an intense competition, fashion trends and price sensitive consumers that have slowed the growth of this industry. Financially speaking the companies must be aware the economy is slowing and it should keep its revenues high and costs low. Internet is a huge perspective for Nike in Bulgaria, as the service is gaining more popularity than ever and it must keep user friendly apps to generate more customers than the competition. The well know formula to do this is to keep site simple and user friendly. By offering great deal and various promotions through online channels there is a potential to bring more customers and consequently more revenue and improve relationship with its clients. On the other hand involving in different events, sponsorship and tournaments could shine the brand picture and gain positive trend toward the competition. Brand awareness will be retaliated and will give competitive advantage, thus gaining more market share in the long run. REFERENCE 1. (www. footlocker. com/searchresults/keyword:nike+air+max/) 2. 2010 Form 10-K, Nike, Inc.. // United States Securities and Exchange Commission. 3. http://bg. linkedin. com/pub/dir/Atanas/Temelkov 4. http://bg-bg. facebook. com/pages/Adidas-Bulgaria/179106108842362 5. ttp://condor. depaul. edu/aalmaney/StrategicAnalysisofNike. htm 6. http://help-us. nike. com/app/answers/detail/a_id/20727 7. http://nikeid. nike. com/nikeid/index. jsp#home 8. http://www. hktdc. com/info/mi/a/imn/en/1X06BN12/1/International-Market-News/B ulgarian-Sports-Market-Limbers-Up. htm 9. http://www. marktforschung. de/studien-shop/marktdaten/sports-equipment-sales-via-key-retail-formats-in-bulgaria-to-2013-33721/? xtypocommerce%5Bcat%5D= 10. http://www. nikebiz. com/crreport/content/strategy/2-1-5-on-the-horizon. php? cat=cr-strategy 11. http://www. slideshare. net/hemanthcrpatna/a-report-on-consumer-behaviour-in-nike 12. http://www. slideshare. et/rwbcapel/pumafinal 13. Kotler, P. , Wong, P. , Sounders, J. & Armstrong, G. (2005). Principles of Marketing (4th European ed. ). 14. Latest materials improve sportswear performance†. ICIS Chemical Business. http://www. icis. com/Articles/2008/08/04/9144388/latest-materials-improve-sportswear-performance. html. Retrieved 2008-10-14. 15. Ministry of Physical Education And Sport (2011). National plan for development of physical education and sport 2011-2020. Retrieved on November 24,2011, from http://mpes. government. bg/Documents/Documents/Strategii/Strategia_2011-2020. pdf 16 . National Statistical Institute (2011), Population census in the Republic of Bulgaria, Retrieved on November 26, 2011, from National Statistical Institute website: http://www. nsi. bg/census2011/pageen2. php? p2=179 17. Nike 2010 Annual Report  : 18. Nikebiz  : Company Overview  : History  : 1960s, 19. Peters, Jeremy W. (August 19, 2009). â€Å"The Birth of ‘Just Do It' and Other Magic Words†. The New York Times. http://www. nytimes. com/2009/08/20/business/media/20adco. html? _r=3&ref=business. Retrieved 2009-09-30. 20. Principles of Marketing, Kotler and Armstrong, 14th edition (2011) 21. Registry agency (2007), Commercial register, Retrieved on December 23, 2011, from https://public. brra. bg/CheckUps/Verifications/VerificationPersonOrg. ra 22. www. nike. com

African American Korean American Conflict Essay

â€Å"So they watch every damn move that I make. They hope I don’t pull out a Gat, try to rob†¦ † so goes the words to a rap song by a famous Black American musician as portrayed by Anthony choe (www. hcs. harvard. edu). These lines are a clear representation of the enormity of the ever-escalating ethnic tensions between the African American-Korean American. The universal declaration on human rights believes in the equality of all humanity and posits to condemn and abhor discrimination based on any form or kind, be it gender, race or creed. These are the values that are to bind all persons and ensure the rise and preservation of self-determination with no prejudice against any group. This however is theoretically oriented and a sharp contrast of the ever grim situation on the surface. Prejudice and discrimination has always defined relations amongst humanity world over; the near future does not look promising either, these prejudices shall continue to persist unless urgently addressed by all the parties involved. This paper seeks to focus at brief history of the origin and nature of this conflict, its impact and incidences of violence and to a greater extent the solutions to a situation that day in day out is escalating to a bloody level. This conflict has rather a brief history unlike the traditional prejudices. The first instant of recorded public scuffle dates back to 1986 in a much publicized boycott of a Korean merchants, led by a black American reverend after one of the Black American had been allegedly mistreated in a shop. Since then, these boycotts and hostilities have been rather predominant and continue to sour relations among the blacks and Koreans in America. The bases of these tensions thrive on both economic and cultural factors fuelled by retrogressive stereotypes held by both groups against each other. It largely stems from trader-consumer dynamics where majority of Blacks accuse the American Koreans of exploiting their community, by high-pricing their consumer goods and general mistreatment of the black shoppers. The American Korean community has established businesses in areas predominantly regarded as blacks territories, the riots and the looting has considerably affected their financial and psychological status with some even contemplating leaving U. S. The socio-cultural aspect of the conflicts has been over-portrayed by the media who posits the ethnical tensions to have a predominantly social origin. (Kim, I, p 36) The solutions to these conflicts should be multifaceted, ensuring that they are all encompassing and embracing all the ethnic groups involved. A solution to the blacks Korea situation cannot be left to the two communities alone, the government has also to play a big role. According to In-Jin (1998): †¦more(government) funding should be allocated for dispute-prevention and resolution centers in areas where there is a high probability of inter-group conflict. The past years indicate that the government has abdicated their role as key players in this conflict resolution and appear to take a backseat as the events unfold. These dispute resolution centers will have a sole duty of initiating medication between the blacks and Korean. This group should also carry out counseling to the affected persons. The membership of this group should entail all persons from all walks of life from the affected persons; ranging from scholars, government agents, local residents and politicians. It should also ensure that it incorporates permanent staffs to initiate coalition buildings amongst the different interracial groups. Koreans have over time decried low police protection and lack of timely police response. The arrested criminals too are accorded lenient penalties. Whether or not these claims are valid, measures should be taken to ensure that a crime-fighting unit and justice system are re-enforced to cope with the special case of inter-racial crimes that may arise. It will also enable both groups to report incidences confidently with no fear of a vengeful mission. Another key problem identified as fuelling the conflict is the communication barriers existing between the two. Blacks are known to look down to the Koreans as far as their fluency in English is concerned. With most Koreans being of modest English communication skills, their non-responsiveness is sometimes interpreted as a sign of rudeness by the blacks. Programs should be rolled out to encourage English lessons to Koreans to ensure that they understand the language beyond the transactional level. Bilingual government agents and law enforcers should be employed to improve the interactions between the police and the Korean community and bridge the gap that currently exists. The Black-Korean Alliance has made bold steps towards achieving this. It has an objective according to Edward and Angie (1998,p16): †¦of developing a model for facilitating dialogue and improving tensions in target areas (Los Angeles) and the replicate this in other areas with similar problems. Forums should be arranged to encourage these alliances. Although BKA could not achieve the set goals it is an indicator that of the potency of such inter-racial organizations towards conflict resolution. The Koreans attitudes and practice towards proper trading and business largely differ from Blacks and misunderstandings arising from the behaviors towards each other have led to bloody confrontations. The Blacks claim that Koreans look down upon them and are overly suspicious and vigilant whenever a Black person is shopping in their premises. Koreans on the other hand have a problem with the Blacks foul loud language, and tendencies such as shoplifting (Hicks J, 1994 P. 79). There is a widespread belief amongst the Blacks that their Korean counterparts see them as lazy and fatalistic as most of them are poor and largely depend on government programs, a sharp contrast to the Koreans belief in business ethics based on discipline and hard work. Any understanding of the Black-Korean conflict should find its rooting from this and the solution to this conflict should also seek to address these misunderstandings. It should seek to strike a dialogue between the two groups and elimination of the factors that led to the birth of the conflict initially. The Los Angeles riots of 1992 were an eye-opener to the intensity of the conflict and mostly to the Korean merchants who had established their business in America. Most had been ignorant of the American social history and culture opting to devote their time and money while clinging to their emotional attachment back at home (Min, P. p 22There are organizations that have sprung as a consequence of the Los Angeles riots to try and pave way for increased interaction between the blacks and the Koreans living in America. The religion-based organization called Black-Korean Christian alliance is a good example. As a fore mentioned the tensions thriving between the Blacks and Koreans are predominately based on a general misunderstanding and ill-advised perceptions regarding the cultures and norms of each group. Any solution to the conflict should be aimed at focusing on the erasure of these social misconstructions. The Blacks generalization of Koreans merchants is a people out to squeeze extra dime from them through high prices. The Koreans are highly paranoic of the Blacks who they term as very prone to shop lifting tendencies. There should be increased efforts to establish more organizations to act as bridges between these two groups, with an aim of fostering more mutual understanding. An increased interaction will see the quelling down of these ethnic tensions and be a gate way to higher level of ethnic harmony not just limited to the two groups but also to others like Hispanics who over time have been engaging in street fights in the name of protecting their gang territories. Any activity or project with an intention of bringing the two communities to a better level of understanding should be embraced. The Korean and American human relations council is meant to contribute towards this. One of the key ingredients in resolving human conflicts is through the emphasis and initiation of dialogue. The past incidences in the black Korean conflict have escalated due to the reluctance of both parties to give dialogue a chance both opting to resort to violence. While the Koreans may be blamed for their prejudice against the blacks, on the other hand equal castigation should be leveled against the blacks for the violent reactions. Intense dialogue between the two groups has never before been given much chance. The blacks have been reacting explosively when they are mistreated in addition to boycotting the Korean stores. It is this fact that exacerbates the situation further. While Koreans are fighting to stay afloat in their businesses and their livelihood they cross the blacks war path of dignity preservation, a cause passionately embedded in Black populations’ heart. Dialogue if embraced will be a major step in truing to resolve any conflict that might arise. Dialogue will see the smoothening out of any generalization and blanket branding of the Korean merchants as looking down upon Blacks and they (Blacks) being ill perceived as shoplifters. The past years have seen these understandings being developed especially amongst religious organization. Tensions will now be detected early before they escalate and trigger a repeat of the Los Angeles, 1992 riots. Past records indicate very few interactions amongst the two groups with their relations purely being based on merchant-client relation with no other interactions at another level. Most of the immigrants from Korea have a history in America that only dates back a few decades and are unaware of the Blacks poverty situation and its connection with the past discriminatory tendencies, economic and political marginalisation that has been practiced for years by the white population with the government’s full blessing. An interaction between the two groups should open each other’s understanding of the different economic-social backgrounds and motivations. The media has played a great role in escalating and connecting otherwise unrelated stories and branding them as racially oriented. Although highly ambitious, the media should play the key role in solving the Korea store that later sparked a major out roar and boycott could have been addressed as an isolated criminal case of violence involving two citizens and not blown out of proportion to encompass the woes of racism. Media especially in the United States plays an enormous role in informing the public of the intricate happening in America. In so doing it provides linkages to various other events. It plays a role in shaping peoples preferences, tastes and even stereotypes. Most of the isolated incidences sometimes end up being branded as racial oriented often when there is small or no connections at all. It is this generalization that many a times re-awakens deeply concealed resentments and emotions and leads to community finding a common ground in solidarity against the now perceived enemy. The Black Americans print and audio media have been seen to be vocal in rallying them behind a certain cause in the name of fighting for their rights. These fights more often than not end up turning bloody and end up creating more resentment between the two communities. The media should be at the forefront in urging for the peaceful co existence of the two groups in the understanding that both are mutually beneficial to each other. A lot of Korean hate music done by the Blacks contains lyrics that are inciting and often praise violence in the name of â€Å"Black Brotherhood†. The change towards erasing prejudices can effectively be championed by the media stations and the key personalities in the Black population. Hate campaigns should have no room in today’s world. General consensus is in the agreement that poverty and illiteracy that is widespread amongst the black population is largely to blame for the violence that exists. The much touted â€Å"middle man minority theory† explains this aspect thoroughly well and its commonality in America. Immigrants whenever they may be, often face stiff opposition from the natives in the belief that they are consuming and exploiting their local resources (Yu, et al, 1982 pg 75). That is the perception characterizing the black Americans view of their counterparts the Korean Americans. Economically the blacks are rated among the poorest populations in America, together with the Hispanics. One of the reason or excuse fronted for this is due to the discriminatory practices meted against the black population for ages, right from the days of slave trade to the most recent times of civil right activist. Most of the population that lives in slums continues to wallow in a miasma of poverty and surviving merely from the government’s welfare handouts. Some of these people are a disgruntled lot that have a fatalistic and timid view of the world believing they are where they are as a result of exploitation. On the other hand the Koreans are endowed with both economic power unequalled by the slum dwelling African Americans and business niche. They are in the hot pursuit of the American dream believing that most blacks are poor as a result of their own sluggishness and not the prevailing economic and political system. The conflict hence is unavoidable as blacks seek to preserve the only thing left in them; Dignity and the Koreans carrying out the business practice as they have been brought up to do: Conservatively. To resolve this conflict hence requires addressing the issue of economic imbalance that exists among the various racial and cultural groups existing in the American society. It is advisable for the government to come up with an elaborate plan of stemming out rampant disparities in the society. The riots maybe the blacks’ natural way of striking back against an establishment they believe has been working against their cause, only this time the target of their fury is the Koreans. Illiteracy continues to thrive in the blacks’ population, education may be one of the key ways toward economic empowerment, and although majority of the black population weild more political participation and sensitivity then the Koreans economic level puts them at a disadvantaged position. Structures, schemes and policies should be erected to uplift the economic status of the black population; this probably will see their more involvement in economic activities and their consequent uplift to their living standards. The 1994 efforts by the Korean government to provide an international solution should be hailed as an important step towards reconciliation. This is where some African American youths form Los Angeles were sponsored to attend cultural festivities in Korea. This was an important gesture that would show the African Americans back home of the importance of racial co-existence. The cultures and history of black Americans and Koreans through the varying greatly have some instances of semblances. Koreans had for a long time been under the leadership of the Japanese and undergoes a lot of suffering under their leaderships. The blacks have also had a share of their hot soup through the discriminations and servitude undergone for any decades in the U. S. There are some of the points that should be emphasized instead of over blowing the differences that exist between the two groups. Exchange programs between the two groups should be encouraged mostly at the cultural and educational levels to help open up the two communities in understanding each others cultural, political, economical and ideological elements. Advanced interactions can be initiated through the audio-visual tapes to be distributed to both these groups. For a long time many Koreans immigrations to American had been of the nature of U. S culture and the diversifications existing among the racial and ethnic groups. It would be imperative if civil societies and Korean American social groups would carry out, intense lessons about the nature of the American Socio-cultural organization and compositions aimed at enlightening them on the things to expect in the United States. The level of ethnic escalating evidenced was aggravated further by Korean Americans merchants’ aloofness of the special needs and interests of the African American community, their differences in culture not with standing. The Los Angeles riots and the subsequent scuffles that have taken place in America have left and portrayed the Koreans as a discouraged lot especially considering the amount of their efforts and capital that went up in flames, in the end it emerges the American Koreans are the ones that have lost in these conflicts. This brings out one point clearly; while it would be foolhardy and an act of timidness for the Koreans to withdraw their investmetn from their African Americans inhabited territories, one point is clear that they need to consolidate thir political suppport behind the formation of a single political force that would see them empowered enough to withstand such onslaughts. The government has been accused of reacting in a lucklustre manner towards the Korean Americans plight even as it watched their investments go down the drain. The reason behind this is the political sensitivity of any issue with anyting to do with the blacks. Due to their large numbers compared to the Korean Americans, they hold more political power than the Koreans and it would have been imprudent for the government to emerge to be supporting the Korean Americans at the expense of the blacks. Political empowerment of Korean American would see them acquire the full recognition and authority in the political arena ensuring that their economic rights are catered for. Political and empowerment will also level the ground of social interaction and dialogue with the black community. In conclusion, the conflict between the African American and the Korean American communities since its start at around 1986 has seen lots of lives lost and property worth millions of dollars gone to waste. This water down the internationally held nortion that America is an epitome of social justice and excellece. The root cause of these conflicts has been found to be emanating from the cultural, political and economic disparities that exist within the society. It represents with a loud voice, the need for the American government and the society in general to address the societal imbalances. The African American society living in the slums is faced with a lot of social problems ranging from drugs and crimes. Their fighting the American Korean society is explained along those lines. The solution hence is in tackling the causes of economic imbalances. The past years have seen the income disparities among the Americas rich and the poor grow wider and wider. African Americans and the Hispanics are the worst hit in this. These are the two communities most involved in major insecurity cases in the neighborhoods they predominantly live. Dialogue is another solution among others that has been identified as key to quell down the raging animosity between the two communities. Interaction between the two communities should be improved through the formation of organizations that would act as a link between the two communities and be in a position to resolve conflicts as they arise. WORKS CITED. H. K Ryoo. Achieving friendly interactions: a study of service encounters between Korean shopkeepers and African American customers. Discourse society, January 1, 2005. 79-105 Anthony Choe, Ice Cube? â€Å"Black Korea† Racially charged rap. Yisei Magazine. From 1991 Album. Retrieved on 3/09/07 from http://www. hcs. havard. edu/yisei/issues/spring-92/ys92. 6. html Hicks, J. Rebuilding in the wake of rebellion: The need for economic commension in E. Y Yu edited Black Korean Encounter: Toward Understanding and Alliance. Los Angeles: Institute for Asian American and Pacific Asian Studies, 1994. 79-82. Yu, Phillips Yang, Koreans in Los Angeles: Prospects and Promises, Los Angeles: Koryo Research Institute, California State University, 1982: 75-98 Min, P. Minority Business Enterprise: Korean Small Business in Atlanta. Staten Island, NY: The Center for Migration Studies, 1988. Kim, I. New Urban Immigrants: The Korean Community in New York. Princeton: Princeton University Press, 1981 Edward Tachan Ching, Angie Y. Chung. Social Justice: From Third World Liberation to Multiple Oppression Politics: A Contemporary Approach to Inter ethnical Coalitions. 1998,Vol. 25,p16. In-Jin Yoon, Who is my Neighbor? : Koreans Perceptions of Blacks and Latinos as Employees, Customers, and Neighbors. Development and Society. Korea University. June1998. Vol. 27, 72