The Cold War On The World - 948 Words

Gerry Ruiz Mr. Trahey Modern Civilizations 10B Period 5 May 17 2016 The Cold War’s Effects on the World The Cold War brought lots of mistrust, fear, and the very real threat of mutually assured destruction(M.A.D), but it also lead to the human race developing the ability to travel to space. The USSR was the first to sent a man in space,then the U.S. had to out do the USSR to prove we are a greater superpower so we put a man on the moon. This was one of the of the many beneficial outcomes of Cold War. Although there were many good and bad outcomes that were caused by the Cold War due to such factors as tensions, competition between communism democracy changing the world politically, economically, and socially as well as fear. One of the many effects that brought changes to politics around the world. Khrushchev along with The Soviet Union(USSR) exposed communism to the world, â€Å"To attempt to enforce its will on non-communist countries (Berlin and Laos are current examples)† (Doc. 6,II). The USSR pushed its rule around the world in an attempt to spread communism especially between Europe and Southeast Asia. The USSR also supported countries attempting to become communist with with agricultural supplies and military supplies in an attempt to influence other countries, and conflicts between communist influence and democracy broke out through proxy wars, but the USSR enforced communism on East Europe and on Afghanistan was spreading like wildfire . The Soviet Union ruledShow MoreRelatedThe Cold War On The World1695 Words   |  7 PagesThe Cold War had a major effect on the world that is still felt today in the 21st century. The Cold War (1945-1991) was a time of conflict between the western demo cracies and the communist governments of the world. Jimmy Carter once said â€Å"When I was in the White House, I was confronted with the challenge of the Cold War. Both the Soviet Union and I had 30,000 nuclear weapons that could destroy the entire earth and I had to maintain the peace.† Though no direct conflict ensued with the United StatesRead MoreThe Cold War On The World906 Words   |  4 Pages Looking back in history you can point out several vicious dictators and leaders that really made a negative impact on the world. These included Adolf Hitler, Benito Mussolini, Mao Zedong, and several others. The idea of absolute power to one person is a dangerous concept and can destroy a country in a short amount of time. The Cold War was a time of determination to stop communism in the eyes of the United States. It also was a time for America to better itself and finding the flaws within theirRead MoreThe World Of The Cold War980 Words   |  4 PagesWhen the second world w ar ended in 1945, the U.S. emerged as a world power. Even though America was already a major player, the dropping of the atomic bombs on Hiroshima and Nagasaki, as well as the defeat of Germany, made sure that America stayed on top. However, when the Cold War started in 1947, the race between the Soviet Union and the U.S. for top nation was on. In the last few months of the war, the world leaders would meet and decide on how to take care of Germany and the rest of Europe whenRead MoreThe World War And The Cold War2435 Words   |  10 Pagesthe Second World War and the cold war. The Capitalist and the Communist stood amidst tussle under the umbrella of super powers- USSR and the USA, focused only on its military and domestic power. The inception of UN Charter developed out of need for regulated peaceful international order after the Second World War didn’t gain much momentum till the end of Cold War. Initially, it was USA and the USSR regulating the limited economic and political interaction. However, the end of Cold war in the 1990sRead MoreWorld War II And The Cold War902 Words   |  4 Pagesinfluenced by some form of ideas and ideologies, or the desire for power, wealth, and land. The events that lead up to and occurred during World War II and the Cold War have been affected by both influences. Throughout both events, the strongest influence both events faced was the desire for land, power and wealth. World War II was a major conflict that affected the world, leaving behind several casualties, broken cities, and death. Under Adolf Hitler’s control, Nazi Germany sought to conquer and controlRead MoreThe Cold War On The World War II1171 Words   |  5 Pagesgentlemen I ______ am pleased to be presenting here today at the Cold War symposium. The cold war was a defining ideological conflict of the 20th century that has left a legacy into the 21st century. A critical event in the Cold War was the Cuban Missile Crisis of 1962. It presented a situation where both the United States and Soviet Union wielded the power of nuclear weapons, with the potential to descend the world into its first nuclear war. The Cuban Missile Crisis was initiated by the Soviet UnionRead MoreThe Cold War On World War II1264 Words   |  6 PagesFrom numerous points of view, the Cold War started even before the weapons fell quiet in Germany and in the Pacific in 1945. Suspicion and doubt had characteriz ed U.S. - Soviet relations for a considerable length of time and reemerged when the cooperation against Adolf Hitler who was chancellor of Germany during World War 2, was no more. The belief system and dreams of the after war world anticipated U.S. president Harry S Truman and Soviet Dictator Joseph Stalin from cooperating. Stalin expectedRead MoreWorld War II : The Cold War978 Words   |  4 PagesAfter World War II came to a stop in the mid-20th century, a new rivalry began known as the Cold War. This battle sorrowed the world’s two great powers the democratic, capitalist United States and the communist Soviet Union against each other. Beginning in the late 1950s, space would become another tense stage for this competition, as each side wanted to prove the superiority of its technology, its military firepower and by extension its political-economic system. There were a lot that led up priorRead MoreThe Cold War And The World War II872 Words   |  4 PagesDuring the World War II through the present, the Cold War and the Globalization impacted a lot both positive and negative sides for the national world. The Cold War was a remarkable time for not only Germany and Globalization was a big shift for the world. From that, people defined Cold War as a division and Globalization as integration. So why do people define two events like that? The Cold War was simile as a division, especially when it came to Germany. As we all know, Germany was divided intoRead MoreWorld War II : The Cold War1087 Words   |  5 PagesWorld War II was devastating to all powers involved, but especially to the countries of Europe who had a war raging in their backyard. After the war ended, the world was a disaster, with economic and political policies destroyed. However, the tension that encompassed the world did not pass with the ending of the war; instead, it grew under the surface, strengthening animosity between countries with differing views, particularly the Union of Soviet Socialist Republics (USSR) and the United States

Cild psycology Free Essays

According to social learning theorists what Is the major way In which moral behaviors are learnt. Social learning theory posits that learning Is a cognitive process that takes place in a social context and can occur purely through observation or direct instruction,even in the absence of motor reproduction or direct reinforcement and on addition to the observation of behavior is governed solely by reinforcements by placing emphasis on the important roles of various internal processes In the learning individual. Q)according to psychoanalytic theory what Is the critical event in the development of morality. We will write a custom essay sample on Cild psycology or any similar topic only for you Order Now He summonsing of the doodles complex the child will have to realize that Insets(love for the opposite sex parent)l’s forbidden and that is just the beginning now the child will also have to internals parental authority. Q)stealing-for a creditable motive-for selfish gain lying-an obvious exaggeration that no-one would be deceived by-intentional and convincing lie that does deceive an adult. Lying-an honest mistake whose uniqueness unfavorable affect an adult-a deliberate lie which, by chances does not cause any real Inconvenience. Q)place each of the 6 statements a-f under appropriate heading of heterogamous morality and autonomous morality. Heterogamous morality *lies to adults were worse than lies to children. *took little notice of intention. *made little differentiation between lies to adults and lies to peers. Autonomous morality *took Intention into account. *lying is wrong in itself. *lies are wrong because you get punished for them. Q)LA-pre-moral or presentational morality -childrearing rules to avoid punishment and conform to obtain rewards and favors returned and children follow rules when it is In their best interest. Q-conventional morality-children conform to avoid disapproval and dislike by others they also have respect for authority and a desire to avoid disapproval,the children value trust, loyalty,respect and gratitude. B-post-conventional-children conform to democratically accept the law and also to avoid self-condemnation,they are aware that there are different views ND values and are relative,when there are differences between law and conscience,conscience over rules in the final stage shows the development of the individual conscience. Q)we have Just started that Gallagher stages are in invariant order, what does this mean. Goldberg was Interested In how morality develop,that is at what age and in what order to children develop their understanding of right and wrong. Gallery argued that while different moral concepts appeared in different ages in different children,the order in which these concepts appeared was always the name across children,so every child who understood stage 2, moral principals had to first pass through stage 1 moral principals. His idea that moral concepts appeared In the same sequence In different children-l’s the Idea of Invariant order that Is,the sequence, children always go stage 1 to 2 to stage 3 and so forth,they do not skip stages or move through them in mixed up orders,not all children necessarily reach the highest stage,they might lack intellectual stimulation,but to the extent they do go through the stages,they proceed in order. How to cite Cild psycology, Papers

User Centered Design Development Techniques

Question: Discuss about the User Centered Design for Development Techniques. Answer: Introduction User Centered Design is a series of development techniques that is used to develop and enhance user experience and efficiency of a particular software or software program. This design technique is mainly used for increasing commercial success of a software program (Courage and Baxter 2005). User Centered Design is a matter of controversy among different researchers and most of the researchers have different viewpoints regarding this particular technique. Some have opted for market centric technique and others opted for user centric technique. Most of the researchers have discussed about both of the techniques and wanted to find a new way to incorporate both of these techniques together. One of the significant theories regarding user design technique was published by Kutty (2015) in which she said that market research and user research are two entirely different techniques and cannot be implemented together within one system. The main objective of this paper is to analyze user centered design and related techniques and review Kuttys (2015) theory regarding market research and user research techniques. Analysis of the paper on the basis of relevant market data and statistics will give a clear idea regarding the user centered design and its implications on information technology business systems. Significance and Evidence Significance Market research is based on the type of customers that are buying the products. The target is always the type of customers of the company. Hence, the products are manufactured according to the type of customers buying the products. Hence, market research can benefit the financial aspect of the company but only for a limited period of time. User research is based on the activities or applications that are done with the products by the customers (Kutty 2015). The design is made by contemplating the possible applications from the users end. This technique may not be successful initially, but will be successful in the long run with gradual and periodic updates. The main problem that companies face is during the selection of the technique. Some companies opt for market research and others for user research. However, failure to identify the best technique for the particular product results in business disaster (Lin 2013). Hence, the problem of differentiating the two techniques is a very important one and the company must be able to identify the best technique for their particular business system. Different companies have different business functions and they need a different technique that is most suited for their business. For instance, for the companies seeking immediate commercial impact in their business system, they should opt for market research, as this will lead to manufacture of products that are favored by market trends and will be economically feasible (Hertzum 2016). For the companies seeking to improve their products (mainly softwares) gradually through regular updates after taking user feedbacks, the user research is more suitable. According to Kutty (2015), these two techniques are different in their operation and should not be confused as the same. However, she also mentioned that the two techniques are complimentary to each other in terms of operation and execution. Hence, an in-depth analysis is required for both the techniques in order to solve the problem for different business organizations. Evidence The author argued that market research is based on the type of customers that are buying the products and user research is based on the activities or applications that are done with the products by the customers. The author also argued that market research and user research are two entirely different techniques and cannot be implemented together within one system (Davis and Douglas 2015). However, she also added that the two techniques are complimentary to each other in terms of operation and execution. To support the authors arguments, there are several business cases that show that these are extremely valid arguments. Courage and Baxter (2005) said using real statistics that market research can benefit the financial aspect of the company but only for a limited period of time while the companies seeking to improve their products (mainly softwares) gradually through regular updates after taking user feedbacks, the user research is more suitable. This supports Kuttys (2015) view that the two approaches are different and have different benefits to the companies. The author also said that the two research methods are complimentary to each other. This is supported by the fact that both of them satisfy two different but important conditions of a successful business system. One satisfies the business organization while the other satisfies the customers. For the evidences for supporting the authors argument, a few business organizations have been studied and analyzed. There are some developers that tend to go with the market trend and design their products according to the demands. Moreover, they do not wait for customer feedback and design their products but solely depend on the ongoing trend in the market. This is a market research technique and actively contradicts user research technique. Again, some developers design their products based on the customer needs (Chase et al. 2016). They release demo or unfinished versions of softwares or other products and sell them to the customers for feedback. After receiving feedbacks, they develop the products according to the requirements of the client. This contradicts market research technique. However, these evidences are not quite convincing at all. This is because there have been so many cases in both the techniques that were not beneficial for the developers at all. Moreover, there have been many evidences where these techniques were failures in the companies where they were implemented. According to some evidences, some developers tried to go on with the market but ultimately failed in the long run as they had no proper future planning (Bae 2015). In most of these cases, the companies initially made good profits from the market trend but failed to keep up with changing markets due to lack of upgradation of their products or softwares. Moreover, customer feedbacks were also taken into account by the developers. Again, for the companies who used user research technique, they based their development solely based on customer feedbacks. They developed and upgraded their products or services according to the customers feedbacks or demands (Xie et al. 2016). However, in many cases, the development projects failed. The main cause of the failure was lack of sufficient funding for the projects. Apparently, due to user centered design, the developers have to change or redevelop a particular software. This results in extra expenses and since the softwares or products are not fully released in market, they are unable to reap profits from the market (Nunan and Di Domenico 2013). This also results in loss of market value as well as business of the company. All these evidences speak against the authors arguments. Implications Before evaluating the implications of the evidences for and against the authors standpoint, several points are to be analyzed and discussed that are related to this particular topic. These points are mainly based on some small techniques and tests done by the developers during the development of a particular application or software. These techniques are direct applications of the research techniques as suggested by Kutty as well as many other prominent researchers in this field. Point 1 - One user research technique is usability test. With the help of this test, the user is enabled to send feedbacks to the developer regarding further possible developments on the particular software (Becker and Yannotta 2013). Point 2 - During the development process of the softwares, the developers need to make some advanced academic assumptions. Hence, after initial development, the developers have to see whether the applications or softwares are commercially feasible or not (Sonderegger et al. 2014). Point 3 - The developers have to ensure that the developed softwares completely meet the requirements of the user. There are many ways to develop a software, most of these are done along with exciting visual designs. However, the first priority should be to meet user requirements (Chase, Trapasso and Tolliver 2016). Point 4 - Recently, some advanced software developers are using high end system configurations for developing the application softwares. For this reason, most of the latest softwares can only be properly executed in the high end computing devices (Park and Hong 2015). However, these softwares have a risk of gaining a very low popularity rating as a large number of users may not have access to the expensive and high-end computing systems (Courage and Baxter 2005). The main reason behind discussing these facts is that, all these techniques are followed based on the customer requirements i.e. there is a general trend of following user research technique among developers. If the softwares are developed according to the users requirements and are commercially extremely viable, then the developers are able to grow extremely fast and become economic powerhouse (Courage and Baxter 2005). One the other hand, if the market research technique is followed, the developers can grow initially but may fail to keep up with the changing market trends. This creates another problem that calls for a solution. For a perfect commercial system, a company has to grow fast initially to support the ongoing development in the company. Now, this implies that the company follows market centric and user centric research techniques at the same time, which is impossible according to Kutty (2015). However, this process is actually an absolute perfect process that combines the two techniques by keeping a perfect balance between the two. This new system will not only be commercially viable but will also satisfy the users. Hence, the developers should keep this in mind and should try to construct a similar intermediate technique that will follow both the market trend as well as user feedbacks. Conclusion The main goal of this report was to analyze user centered design and related techniques and review Kuttys theory regarding market research and user research techniques. From the report, several aspects of the user centered design can be concluded. User centered design technique is mainly used for increasing commercial success of a software program but is a matter of controversy among different researchers and most of the researchers have different viewpoints regarding this particular technique. One of the significant theories regarding user design technique was published by Kutty in which she said that market research and user research are two entirely different techniques and cannot be implemented together within one system. According to her, these two techniques are different in their operation and should not be confused as the same and added that the two techniques are complimentary to each other in terms of operation and execution. There are many evidences to support her claims. For instance, real statistics show that market research can benefit the financial aspect of the company but only for a limited period of time while the companies seeking to improve their products (mainly softwares) gradually through regular updates after taking user feedbacks, the user research is more suitable. The fact that the two systems are complementary is supported by the fact that both of them satisfy two different but important conditions of a successful business system. However, there have been so many cases in both the techniques that were not beneficial for the developers at all. Moreover, there have been many evidences where these techniques were failures in the companies where they were implemented. According to some evidences, some developers tried to go on with the market but ultimately failed in the long run as they had no proper future planning. Again, for the companies who used user research technique, they based their development solely based on customer feedback s. They developed and upgraded their products or services according to the customers feedbacks or demands and in many of these cases, the development projects. Hence, finally it can be concluded that in spite of Kuttys views, a new method should be found that would be able to solve the issues faced by both the techniques, i.e. bringing a balance between the two techniques might be able to solve the problems and help developers move into a new and more efficient development system. References Bae, K.J., 2015. A Study on the Definition of User Experience toward Electronic Publication for Education and Research and the Usability Test for the Electronic Publication Devices.Journal of the Korean Society for Library and Information Science,49(2), pp.255-274. Becker, D.A. Yannotta, L., 2013. Modeling a library website redesign process: Developing a user-centered website through usability testing.Information Technology and Libraries (Online),32(1), p.6. Chase, D., Trapasso, E. Tolliver, R., 2016. The Perfect Storm: Examining User Experience and Conducting a Usability Test to Investigate a Disruptive Academic Library Web Site Redevelopment.Journal of Web Librarianship,10(1), pp.28-44. Courage, C. Baxter, K., 2005.Understanding your users: a practical guide to user requirements: methods, tools, and techniques. Gulf Professional Publishing. Davis, K. Douglas, D., 2015, September. Translating Usability Test Data into Client-Ready Findings and Recommendations. InProceedings of the Human Factors and Ergonomics Society Annual Meeting(Vol. 59, No. 1, pp. 1764-1768). SAGE Publications. Fagan, J.C., Mandernach, M.A., Nelson, C.S., Paulo, J.R. Saunders, G., 2012. Usability test results for a discovery tool in an academic library. Hertzum, M., 2016. A usability test is not an interview.Interactions (new York). Kutty, P., 2015. Blending market research and user research activities.interactions,22(3), pp.68-70. Lin, C.C., 2013. Exploring the relationship between technology acceptance model and usability test.Information Technology and Management,14(3), pp.243-255. Nunan, D. Di Domenico, M., 2013. Market research and the ethics of big data.International Journal of Market Research,55(4), pp.2-13. Park, D. Hong, K.H., 2015. A Web Based System for Usability Project Planning and Testing.KIISE Transactions on Computing Practices,21(4), pp.308-314. Shin, J.H., Ryu, H. Jang, S.H., 2014. A task-specific interactive game-based virtual reality rehabilitation system for patients with stroke: a usability test and two clinical experiments.Journal of neuroengineering and rehabilitation,11(1), p.1. Sonderegger, A., Uebelbacher, A., Pugliese, M. Sauer, J., 2014, April. The influence of aesthetics in usability testing: the case of dual-domain products. InProceedings of the SIGCHI Conference on Human Factors in Computing Systems(pp. 21-30). ACM. Xie, W., Bivins, M.A., Jones, S., Deng, K.K., Schiller, B., Sullivan, J., Terrazas, A. Sheppard, M., The Nielsen Company, 2016. Context-Based Image Recognition For Consumer Market Research. U.S. Patent 20,160,125,265. Yang, L. Li, Z., 2016. Improvement Suggestion of Ergonomics Experiment Based on Apparatus Usability Evaluation. InProceedings of the 6th International Asia Conference on Industrial Engineering and Management Innovation(pp. 147-152). Atlantis Press. Zhao, T., McDonald, S. Edwards, H.M., 2014. The impact of two different think-aloud instructions in a usability test: a case of just following orders?.Behaviour Information Technology,33(2), pp.163-183.

Starbucks

Introduction Background After the post World War II trends of doing business have been changed. There are changes inside and outside businesses, and this is because businesses have started to identify and face serious challenges. Business environments are changed as the scope of the environment is expanding rapidly (Ferrell Hartline, 2010).Advertising We will write a custom case study sample on Starbucks – Marketing Management Perspective specifically for you for only $16.05 $11/page Learn More Presently, organizations have recognized marketing as an important business function. To survive the challenges of globalization, diversified customer needs, modernized market trends, and international competition organizations admire the concepts of marketing management. The purpose of this study is to assess and evaluate marketing principles in light of modern business challenges. The direction of this study is to apply the concepts in perspective of a practically existing company Starbucks. This is to construct a bridge between theoretical models and practical application of diversified marketing tools (Kotler Keller, 2012). Starbucks, a global chain of coffee shops and stores that has achieved a long way in the international business, is going to be part of the assessment in this report. This is to demonstrate of how a globalized company works on marketing tools and utilizes each tool to build its place in the international market (Starbucks, 2011). Literature Review In recent times, where businesses are most diversified marketing has received multiple definitions. The experts define it as a social and managerial tool. According to Kotler, â€Å"Marketing is a process of exchanging values. It is a process by which individuals and groups obtain of what they want and need by creating and exchanging values. It is a method of action to build and maintain relationships with the target audiences† (Kotler Keller, 2012).  Ald erson’s research has played a significant role in extending the above explanation by Kotler. Alderson along with Bagozzi have described five conditions of exchange (Lamb et al., 2011). â€Å"They explained that there must be at least two parties; each party has a value for each other, both parties are opened for communication, each party is free to accept or reject the offer, and each party believes in the relationship with each other† (Lamb et al., 2011). These are the five Alderson’s conditions, which are important to prolong the exchange process described by Kotler in his definition.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The literature highlights such conditions as updated version of general theory of marketing, which fundamentally talks about the exchange process and parties’ relationship (Lamb et al., 2011).  In all such definitions, marketi ng is not just limited to promotion, advertisement or sales, but it is a continuous exercising process that corresponds to the provision of goods and services. Building up of trust, value, and recognition of commodities lies in the scope of marketing as a business function. Hence, marketing is a business oriented and customer driven activity, which never ends until both domains get satisfied (Lamb et al., 2011).  According to Kotler and Armstrong, marketing is a business function that makes up the modern marketing system. The system constitutes of multiple elements in which a business performs its marketing activity (Ferrell Hartline, 2010). The experts have suggested that in the modern marketing system there are four major segments. The segments include suppliers, competitors, marketing intermediaries, and end users respectively. In this system, end users are the target audience while suppliers, competitors, and marketing intermediaries are the manageable segments. To meet needs and wants of the end users companies search for their competitive advantages in all respective areas (Riaz Tanveer, 2012). This is to generate value among customers and competition for the rivals in order to dominate the market system. In experts’ opinion, the spectrum of marketing is broad as it includes the entire chain from where a business process starts. Consumers, competitors, and suppliers all are part of the system and have to be included in a marketing function and operation (Kotler Keller, 2012).  Based on the proposed market environment, there are different factors that affect such environment. According to Donovan and Henley, there are precisely external factors that affect the marketing environment. The factors include political, economical, social, technological, legal, and environmental, which are influential and should be part of the assessment (Ferrell Hartline, 2010).  To address such influential factors enterprises work on strong marketing strategie s (Ferrell Hartline, 2010, pp. 101). These include strategies based on marketing principles, concepts, theories, and models, which analyze external business environments and address them deliberately and comprehensively (Ferrell Hartline, 2010). According to the Alberdeen Group Boston (a research firm), enterprises which scan external environments are able to increase 26% of their return on investment. This is because such firms are well aware of their environments helps them construct viable marketing strategies (Lamb et al., 2011, pp. 103). So, analysis of the environment is necessary; it is an important part of the marketing process as it leads a business to decide its marketing campaign and strategy (Lamb et al., 2011).Advertising We will write a custom case study sample on Starbucks – Marketing Management Perspective specifically for you for only $16.05 $11/page Learn More For analyzing, scanning and examining the market environment, marke ting as a function offers different analytical tools and models. The modern literature highlights the importance of such analytical tools, especially, market segmentation which assesses extended market environments (Kotler Keller, 2012). According to Kotler, market segmentation is a complete scanning package. This strategic tool permits division of the market in different segments so specific marketing campaign can be developed. According to Doyle (1995), hyper competitions and growing challenges of economies have brought firms to market segmentation. It is a tool that highlights each and every thing of the market including customers, their behaviors and their changing product needs and wants. Grouping customers with respect to their needs and demographics all becomes possible by applying market segmentation (Ferrell Hartline, 2010).  According to the modern marketing literature, consumers are the target audience for any business and strategists use analytical tools just to anal yze their situation and response. Analyzing consumer behavior is very important for businesses especially for those, which operate in highly competitive environment (Ferrell Hartline, 2010). According to Berry and Kunkel, understanding customers need by assessing their preferences, perceptions, and behaviors is viably important for businesses. Without knowing of what consumers want and what they prefer, businesses cannot produce highly competitive goods (Foxall, 2001). This requires an assessment of consumer psychology, which can be done by assessing consumer behavioral models and theories. According to Utility Theory, consumers are natural interpreters; they judge products and services on the basis of the benefit they are going to retrieve. Similarly, consumers look after their self interest and this is the rationale they set for buying goods and services (Bray, 2008). According to Foxall (2001), consumers have different approaches on decisions. Some consumers are economic, psycho dynamic or cognitive due to which their buying preferences change and become diversified. This is a challenge, which modern marketers face, especially, when they are dealing with large population of customers and the continuously changing market trends (Bray, 2008). According to the modern literature, SWOT model is one technique that can be used for effective market analysis. SWOT model is a combination of internal and external factors analysis (Karppi et al., 2001). It includes analytical components of strengths, weaknesses, opportunities, and threats that indicate the position of a business in any new market place.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In several empirical evidences, SWOT model provides a basis of business expansion (Karppi et al., 2001). It provides the stance and position to intrude into a new market system. According to Karppi study (2001), organizations use SWOT model to assess market segments. They use it to interpret market scenario, dimensions and the conditions in which they can bring the entire benefit (Karppi et al., 2001). Once the analysis gets completed, the next phase of marketing is formulizing strategies. One of the strategies includes the marketing mix model proposed by Neil Borden. As per Borden’s explanation, marketing mix is an extensive marketing strategy (Riaz Tanveer, 2012). It is a strategy that helps to sustain business products and services for a large aspect of time. Borden’s marketing mix model got an extension from Kotler, Armstrong, and Saunders who described it as a submerging marketing tool. According to Kotler and Saunders (2008), marketing mix is a set of controllab le submerging tools, which are used to generate response in a respective target market. These submerging tools are the 4Ps (product, price, place and promotion) which are controllable, adjustable, and can be redesigned according to the situation of the market (Riaz Tanveer, 2012). Marketing itself can be performed online or offline depending upon the nature of the business and the scope in which customers of a business lie. As per the modern literature, enterprises have adapted methods of online marketing. This is because of the increasing number of digital customers who require digital modes of marketing to get attracted and anticipated (Ferrell Hartline, 2010). In modern academics, e-marketing is viewed as a modern business practice. The literature describes e-marketing as a digital mode of marketing to promote ideas, information, goods, and services. According to Strauss and Frost (2001), e-marketing â€Å"is a use of electronic data and applications for planning and executing the conception, distribution and pricing of ideas, goods and services. This is to create exchanges, which are satisfactory for organizational and individual goals† (Gohary, 2010, pp. 216). Further literature highlights communication as an important function of marketing. It includes the model of marketing communication mix, which integrates the mix of advertisement, sales promotion, public relations, and direct marketing for customer response feedback and communication (Ferrell Hartline, 2010). Analysis – Starbucks Marketing Management Perspective Company Overview Starbucks was initially a small business enterprise – a company started off with a base store in Seattle Pike Place Market (1971). As time evolved the company pioneered bean coffee, tea, and spice selling, and it became one of the leading multinational companies. Today, the company has a established name, image, and repute in more than 50 countries across the world. Presently, the company is looking for expansion for which it has chosen Dubai coffee market as a new way forward (Starbucks, 2011).  Dubai is a recent target market of Starbucks, which is an open market with great opportunities for expansion and investment. The strategists have devised strong marketing plans for the company, which are going to be applied for marketing the company in Dubai. The analysis performed in this report will evaluate Starbucks’ approach to the UAE market. It is to assess how the company evolved with the market risk, challenges, and opportunities (Starbucks, 2011). Dubai Market- Segmentation (Strategic Options) For approaching Dubai market, Starbucks will first have to understand the market situation. Dubai is a busy place, which invites people from all around the world mostly Europe and Central Asia. Most of the people in Dubai are work oriented as vast majority of individuals come to Dubai either for jobs or doing business. In such busy place, there is a huge demand of coffee and te a. People working in white collar jobs prefer to have coffee at least once or twice a day (Euromonitor, 2012).  In the last three years, coffee and tea consumption has increased to a great level in Dubai. There is an increase in the consumption of coffee and tea by 85%. Individuals from all age groups (young and adult), genders (male and female) and cultures (multiple ethnicities) admire coffees in Dubai, which shows that it is a diversified coffee market that requires an extensive marketing approach from Starbucks (Euromonitor, 2012). Among strategic options there are different factors to be considered by managers. The target audience / population (valuable-compensable), blend of products (product mix), and the pricing mix are important strategic options for Starbucks’ managers. In Dubai’s perspective, the target audience should be both adult and young, office workers, students, and tourists respectively. The product mix should include both cappuccino and espresso a long with bakery products like muffin, pan cakes, and cookies, which are specialties of Starbucks. Similarly, the price should be with respect to Dubai market, which is extensively low and highly competitive (Euromonitor, 2012). Market Analysis In recent times, Dubai is projecting an extensive amount of growth in the Coffee retail sector. According to Euromonitor International, this market has shown the fastest growth rate of coffee by volume and revenues. As per annual projections, total coffee volume of sales will grow by 80% from 2009 to 2014, which is a great sign for new coffee brands of the region (Euromonitor, 2012). Presently, there are numerous international coffee brands, which are operational in UAE. They are selling bulks of coffee just to promote the coffee chain culture and tradition. This culture is precise in UAE where several international brands like Costa Coffee, Coffee bean and Tea Leaf, Barista, Blenz, and Starbucks are working to establish the trend. As per the Euromonitor’s report, brands are about to receive a heavy population of customers in the coming days. This recognizes a great opportunity and prospects for upcoming brands in the region (Euromonitor, 2012).  The market is demanding low cost producers. Dubai, which is the hub of Coffee making, cannot accept high cost producers. The trend is there for coffee making and hence, it does not allow high cost producers to survive or sustain. In this case, Starbucks will have to work on price cuttings. A deliberate cheap price offer will work out in Dubai and its large low price setting (Euromonitor, 2012). Marketing Mix and Extended Product Life Cycle As per the literature, marketing mix is a significant technique of marketing. It is a method that applies to communicating brand’s products and services to the respective target audience of the market. Dubai, which holds a cross-cultural setting, may require an effective marketing mix strategy. A strategy that can communicate Starbucks’ products to Dubai market will be the one that can carry the cross-cultural segment (Morgenstern, 2010). Considering people of all age groups, genders, and cultures will devise a strong marketing mix strategy. It should be precise with covering all customers’ population, their preferences and behaviors. This will align Starbucks products and services with customers’ perception and expectation, which will effectively extend the product life cycles of Starbucks in the region (Morgenstern, 2010). Product On the very first, Starbucks should offer Cappuccino and Espresso. These are strengths of the company and can hit as a success in the diversified cross cultural system of Dubai. The Italian Style Espresso with milked steamed topping and Cappuccino with Latte will definitely work out for customers. In the selection of premium teas, which are supplementary products of Starbucks, the company can offer lemonades and iced tea. This will bring a unique and valu able package for customers as they will find a blend of coffee, tea, and beverages all in Starbucks offerings (Morgenstern, 2010).  Excluding trademarks or specialties (Cappuccino-Espresso) never works out in marketing especially when a company (Starbucks) has to capture a diversified cross-cultural market â€Å"Dubai† (Morgenstern, 2010). Price In Dubai, where there are loads of coffee shops at each corner would hate to pay more than $3 for a coffee or tea. In this low price scenario, Starbucks will have to cut its prices which are perceivably high at other parts of the world. The popular $ 1.50 brewed coffee and $2 Cappuccino and Espresso of Starbucks will work out in this manner. Meanwhile, in labor and cost-intensive goods like coffee beans, dairy and raw materials the company can raise its prices which are generally raised by other producers as well (Morgenstern, 2010). Place Dubai being a place of travelers projects different places of marketing and placement. Starbuc ks as an intruder of Dubai market can pick the most popular places of the region. Opening convenience stores at Burj Dubai Boulevard, Marina, Oud Mina, Uptown Mirdiff, or 21st Century Tower on Sheikh Zayed Road will allow distinctive promotion of Starbucks in the region. Apart from targeting popular places, the company can access hotels, shopping malls, and city towers for direct marketing and promotion (Morgenstern, 2010). Promotion Being an internationally recognized company, Starbucks can subject to both modes of marketing (offline and online). In Dubai, where there is a huge population of customers Starbucks can acquire My Starbuck Website, which is already in place and is used by Starbucks administrators all around the world. Apart from all, there are different media gates like newspapers, magazines, and billboard advertisements, which can be utilized for offline marketing and promotion (Morgenstern, 2010). In strategizing promotional campaigns for Dubai, Starbucks administrato rs can also utilize channel management. It is an activity that maintains company status by developing interaction between customers and the company. By spreading network channels such as text messaging, internet, retail stores or franchises, Starbucks can develop interface communication which is viably important for promotion and advertisement (Morgenstern, 2010). Understanding Buyer’s Behavior Dubai is a diversified consumer market. People from different ethnicities and cultures come across to adjust in Dubai. All ethnicities such as European, Pakistani, Indian, Thai, Filipino, Syrian and Indonesian are found in Dubai and this situation diversifies buying range, needs, and behaviors of Dubai’s food customers (International Markets Bureau, 2010). Coffee is an important segment of the food. It is the most demanded food item in the region. In such diversified behavioral system, Starbucks will have to come up with a differentiated product range. A range which suits all cu stomers’ perceptions and behaviors will be the successive one in the region. Hence, a right product mix for Starbucks includes Cappuccino, Espresso, premium teas, and beverages. Such scheme will prolong and be well suited if offered with a sustainable pricing mix campaign (competitively low) (International Markets Bureau, 2010). Marketing Communication Mix Analysis Starbucks has been quite successful in its integrated marketing approach. The approach carries direct marketing, advertisement, sales promotion, and public relations at one row of application. The same integrated approach of Starbucks should be adopted in UAE as there is a need of multi cultural market interaction, which can be worked out via Starbucks integrated marketing communication (Sargent, 2012). SWOT Analysis According to the literature review, SWOT analysis is viably important for businesses. It is most decisive model as it uncovers company’s (Starbucks) real position to step into a new market place (Dubai). Strengths In UAE, the real strength for Starbucks is its image. In past, the company has been recognized for its quality products and services, which have made its name in the international business market. By maintaining conventional SOPs and brand image, Starbucks will have a full fledge chance to excel in Dubai’s market. These are fundamental strengths that should be sustained in the new market segment (Starbucks, 2011). Apart from brand image, Starbucks has competitive advantage in view of employee wages. The company pays above than the market level, which adds to the strength and repute of the company. Furthermore, access to high quality resources allows the company to hold its strength in quality coffee manufacturing and services (Starbucks, 2011). Weaknesses In conventional appearance, Starbucks lacks in low price market. Its brand image and repute makes its products relatively expensive in the market. This definitely is not going to favor Starbucks in Dubai where there are low price seeking customers who look for the cheapest coffee goods and services. Additionally, customers do not spend much time in gauging coffee bags or tea bags. They simply buy coffee, which is cheap and liked by the market. Hence, Starbucks products, which are traditionally high in price will have to be lowered in respect of Dubai’s low price market which demands for low price goods and services (Starbucks, 2011). Opportunities The recent rise of Dubai’s coffee retail market indicates that Starbucks has viable opportunities in the region. The place is a â€Å"Coffee Hub† which offers permanent doors to new brands and investors in the region. By asserting partnerships and mergers Starbucks can join the profitable region of UAE – Dubai. This may require experts’ opinion on how the investment can be made, planted, and organized (Starbucks, 2011). Threats Among all threats facing the company, one major threat is market entry by new rivalries. Many coffee brands are making ways in Dubai’s market, which is definitely a risk factor for Starbucks in Dubai. Apart from new entrants there are established rivalries such as Costa Coffee, Coffee bean, Tea Leaf, Barista, and Blenz, which are further threats for Starbucks and its products (Morgenstern, 2010). The risk is great but it can be minimized if managed through product differentiation, marketing mix, and pricing mix models. These are fundamentals of risk management essentially required by a company like Starbucks to proceed into large market segment – Dubai (Euromonitor, 2012). Conclusion and Recommendations Upon analyzing the literature and Starbucks case study, it can be concluded that marketing tools are highly significant for a business. When a company expands or plans to enter a new market place, it requires extensive marketing tools to analyze the new market system and situation. Market environments with have high competition, high risk, and si gnificantly cross-cultural setting may require extensive marketing tools for market orientation. This is what has been identified in Starbucks’ case study, which implies adaptation of marketing tools and operations. Models such as SWOT analysis, marketing mix model, marketing communication, and channel management are decisively recommended. Such models are important parts of a strategy and they should be utilized by businesses to formulize their effective marketing campaign. The same has been identified in Starbucks’ case where the company applied marketing models to expand into a new market region of Dubai. It used models of SWOT, marketing mix, pricing, and differentiation to intrude into the new market place effectively, and progressively. Hence, marketing models identified in the literature and in the Starbucks case study are highly recommended and suggested. List of References Bray, J. 2008, Consumer Behavior Theory: Approaches and Models, Research Report, Bournem outh University Publications: Dublin. Euromonitor 2012, Coffee in the United Arab Emirates. Web. Ferrell, O Hartline, M 2010, Marketing Strategy, Cengage Learning: Mason. Foxall, G 2001, Foundations of Consumer Behavior Analysis, Research Report, Sage: London. Gohary H 2010, E-Marketing- A Literature Review From a Small Business Perspective, International Journal of Business and Social Science,1, pp.215-44. International Markets Bureau 2010, The United Arab Emirates Consumer Behaviour, Attitudes and Perceptions Toward Food Products, Research Report. AAFC Canada: Ottawa. Karppi, I, Kokkonen, M, Smith, K 2001, SWOT analysis as a basis for regional strategies, Research Report, Nordregio: Stockholm. Kotler, P Keller, K 2012, Marketing Management, Pearson Education: New Jersey. Lamb, C, Hair, J McDaniel, C 2011, Essentials of Marketing, Cengage Learning: Mason. Morgenstern, K 2010, Marketing Mix of Starbucks, GRIN Verlag: Munich. Riaz, W Tanveer, A 2012, Marketing Mix, Not Branding, Asian Journal of Business and Management Sciences, 1, pp.43-52. Sargent, C 2012, Ten Most Intriguing, Research Report, National Resources Council of Maine: Augusta. Starbucks 2011, Company Profile, Company Document, Starbucks Coffee Company: Seattle. This case study on Starbucks – Marketing Management Perspective was written and submitted by user Elliott Tran to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here. Starbucks Blonde Roasted Light Coffee For many years, Starbucks spent its time brewing black coffee to its consumers. The company promoted dark roasted coffee with rich and highly caffeinated taste than other coffee varieties found in retail stores, which consumers had become accustomed.Advertising We will write a custom essay sample on Starbucks specifically for you for only $16.05 $11/page Learn More The company has been promoting black coffee for many years, but a significant number of â€Å"coffee consumers (nearly 40 percent) insisted that they preferred lightly roasted coffee† (Satran 1). Starbucks noted that most of these coffee consumers were coffee connoisseurs who had experiences with coffee for many years. This implies that this segment of coffee consumers consisted of opinion leaders, who could possibly influence other coffee consumers. They also held the view that dark roasted coffee lost its flavor during roasting (Satran 1). The company hoped that by introducing its Blonde Roast, it would gain a significant market share with a potential of over one billion USD in revenues (Satran 1). When Starbucks introduced the Blonde Roast coffee, it was targeting a segment of coffee consumers who did not prefer dark roasted coffee. Berfield noted that Starbucks executives believed that there were â€Å"more than 40 percent of coffee drinkers in the US, or some 54 million potential customers, who preferred a mild roast coffee† (Berfield 1). The company believed that this segment of coffee consumers did not prefer the original black roasted coffee of Starbucks. Obviously, this was a strategy to fight for the market share and increase competition for customers, who took their light roasted coffee at Dunkin’ Donuts and McDonald’s. Starbucks has promoted its new Blonde Roast coffee through various ways. First, the company encouraged coffee consumers to taste its Blonde Roast coffee by â€Å"offering free samples in several venues for a limited time† (Satran 1). This free offer consisted of the new Vanilla Blonde Roast coffee too. Second, Starbucks used social media, Facebook to promote its new brand.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More It offered, a free â€Å"tall cups of Blonde and Vanilla Blonde coffee via a new Facebook app for the purchase of eGifts† (Satran 1). Customers had to sign up for the app and get an electronic coupon, which they would then redeem for a free cup of the new Blonde Coffee. Finally, the company opened strategic pop-up stores in â€Å"Boston, New York, Washington D.C., Philadelphia, Chicago, and Dallas that offered free cups of Blonde and Vanilla Blonde coffee, together with coupons for a dollar of packaged beans of the two varieties† (Satran 1). A Price Premium Coffee Shop Starbucks continues to dominate the retail coffee business with relati vely premium prices yet its coffee products are almost like other coffee products from competitors. The company is a high-priced coffee retail outlet because it offers value, quality, and authority in the retail coffee market. Over the years, Starbucks has managed to differentiate itself from other coffee shops. Customers can easily note the differences in terms of coffee shop design, music, coffee machine, and Wi-Fi among others. The company uses latest technologies to promote its products and maintain premium prices (O’Farrell 1). The company started with black roasted coffee and positioned itself as the leader and authority in coffee retailing. This strategy has allowed Starbucks to charge its coffee at premium prices relative to competitors. On this note, when the company introduces a new coffee product at relatively higher prices, coffee consumers are willing to pay premium prices because they relate Starbucks coffee with quality and as the best coffee brand in the marke t. Starbucks believes in high value at slightly high prices. This makes consumers to believe that they receive quality products at Starbucks than at other coffee shops. The company maintains quality processes throughout its supply chain. Moreover, customer service has touted Starbucks as the best coffee shop. These realizations make Starbucks to maintain high prices.Advertising We will write a custom essay sample on Starbucks specifically for you for only $16.05 $11/page Learn More Finally, Starbucks uses a pricing strategy based on relative value. The company provides premium coffee products, as well as low-end coffee products. Although many customers would prefer low priced coffee products, the company believes that highly priced coffee products have distinct advantages in terms of quality relative to other products in the market. Starbucks’ growth strategy in India Coffee consumption in India has surged significantly. India is a part of the BR IC countries (Brazil, Russia, India, and China) with high growth potential for Starbucks (Loeb 1). This is a long-term growth strategy of Starbucks in emerging economies where it hopes to take the advantage of the huge growing middle class (Allison 1). However, Starbucks’ entry into India had its challenges. First, the company took into account the local taste of Indian coffee consumers. Starbucks had to localize its coffee to account for local tastes, which no Western brand has been able to escape† (Parameswran 1). For instance, when McDonald’s and Taco Bell entered India, they had to adapt some of their menus to account for the local market. In fact, they also adjusted prices downwards considerably. In addition, many coffee outlets in India also offer food items alongside coffee in order to draw traffic. On this note, the company has customized its coffee products, practices, and adjusted its prices to meet prevailing Indian market conditions and introduce some tea products (Allison 1). Starbuck did not face fierce competition in India as expected. In fact, long-term coffee retailers, such as Cafe Coffee Day and Costa Coffee, had to rethinking their strategies. However, these competitors believe that coffee market in India is huge and has high potential to grow. Starbuck had to improve on socialization and strategize the coffee shop as a meeting place. The company exploited its high quality products, excellent customer service, relaxed ambiance, and other competitive advantages to attract many coffee consumers. Indian culture is not about materialism or consumerism, which is common in the US and other western countries (Allison 1). Starbuck realized that it could not transform that culture. Hence, the company introduced lower prices as a â€Å"part of a long-term plan to operate stores beyond a handful of the major urban area† (Allison 1). This also gave the company an advantage to overcome high price fears among its potential cust omers.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Happy employees at Starbucks actually lead to greater sales Since its inception, Starbucks management has focused on making its employees happy by paying higher wages than others have paid and providing benefits, which employees cannot find in other coffee shops or retail stores. This was a strategy of attracting well-educated employees, who could communicate the company’s passion for coffee to its customers (Hartley 29). Starbucks has used this concept to create happy employees who love their jobs and would like to grow with the company as Jinlong Wang, the President of Starbucks, Asia-Pacific notes (Veach 1). In turn, these employees communicate the company’s passion for coffee through superior customer service. Hence, Starbucks has managed to keep loyal consumers who generate high volumes of sales. Works Cited Allison, Melissa. Starbucks brews following in India where tea is supreme.  2013. Web. Berfield, Susan. No Jokes, Please: Starbucks Says Blonde Is Catching On.  2013. Web. Hartley, Bob. Management Mistakes and Successes, 10th Ed. New York: Wiley, 2011. Print. Loeb, Walter. Starbucks: Global Coffee Giant Has New Growth Plans.  2013. Web. O’Farrell, Renee. Starbucks Pricing Strategy.  Web. Parameswran, Prashanth. India is Starbucks’ cup of tea.  2011. Web. Satran, Joe. Free Starbucks Blonde Samples Aim To Sway Light-Roast Coffee Drinkers.  2013. Web. Veach, Emily. Good Brew: Happy Employees, Local Flair.  2012. Web. This essay on Starbucks was written and submitted by user Kayson Reed to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.