Cultural Awareness Essay

Culture and the environment affect a business in many ways. Culture is not simply a different language, a different shade of skin, or different styles of food. Culture, and the environment in which you are a part of, affect the running of day to day business operations of all companies’ day in and day out. This paper will assess how Linda Myers, from the article, â€Å"The would-be pioneer,† (Green, S. , 2011) was affected by the huge culture shock of working for a global conglomerate from Seoul, South Korea. We will discuss what went wrong with Ms. Myers approach to business, Hofstede’s five dimensions of culture as it pertains to the article, and make some recommendations based on the author’s thoughts. Let’s first start by discussing how culture and environment affect management in an institution. A culture and its environment affect the operations of a business because that culture generates practices based on its environment. To clarify, how a business sets its policies is based on cultural exceptions, like politics, points of view, whatever is considered the â€Å"norm† for that environment. In many cultures, it is also safe to assume that women do not have the same pull as a man in charge. An example of how women are belittled can be women in Middle Eastern countries that are forced to wear veils to cover their faces and walk behind their husbands, not hand in hand like in Western cultures. Politics plays a huge part in how a company runs as well. If a country is firm in the belief that men are the only way to accomplish goals and run the government, then companies under that government will more than likely have the same approach. Many countries still believe that men are superior and don’t quite believe that women should be in the workplace. We have seen American culture change to where women successfully run businesses. These gender based assumptions are inadequate to reality, however, some countries still hold on to those beliefs. For Ms. Myers, being successful in America, did not translate to being successful in South Korea. Although she was an executive, she had many barriers that hindered her from adequately helping the company in the ways that she wanted. Hofstede’s Five Dimensions of Culture  Dr. Geert Hofstede created the first four dimensions of culture in the 1970’s after analyzing statistical data from IBM over the course of many years. In the 1990’s he created the fifth dimension after noticing specific cultural differences in Asian countries and their ties to Confucian philosophy. (www. mindtools. com) The five dimensions are as follows: Power/Distance (PD), Individualism (IDV), Masculinity (MAS), Uncertainty/Avoidance Index (UAI), and Long Term Orientation (LTO). I will only discuss a few of these as they seem more prominent to this case. First, let’s talk about the Power/Distance (PD) dimension as it pertains to Ms. Myers in South Korea. Power/Distance (PD), â€Å"refers to the degree of inequality that exists- and is accepted- among people with and without power. A high PD score indicates that society accepts an unequal distribution of power, and that people understand â€Å"their place† in the system. Low PD means that power is shared and well dispersed. † (www. mindtools. com) As an example from the article, Myers goes on to say, â€Å"there were basically four levels: VP, director, manager, and worker bee. You only talked to people at your level. SK Telecom boasted that they were one of the first Korean cultures to rid themselves of a strictly hierarchal form of running. However, Myers saw that although they said that, they did not embrace that to the fullest. Merely putting something on paper does not constitute practicing the said task. In order for the company to have abolished the hierarchal form of leadership, they would have needed to instill better practices and allow more input from all levels of the company. Masculinity (MAS) refers to how a society views/values the traditional aspects of male versus female roles. This dimension ascertains that men are in the positions of power and women are to be in the home, or hold less valuable roles in the workplace. This example is considered a workplace with high MAS. A workplace with low MAS is considered to have male and female positions; however, those positions work closely together and do not get in the way of the work environment. This traditional view was another obstacle in Ms. Myers’ venture in Korea. The company brought her in to fix their issues with cultural growth, but did not utilize her to the best of her ability. She failed to recognize that the Eastern culture she was working for, did not allow her to have a longer â€Å"leash† like the American/Western companies she had worked for in the past. Uncertainty/Avoidance Index shows how anxiety of workers affects the workplace. High UAI is considered looking for rules and regulations for all situations. There is no â€Å"grey† area and everyone is to operate exactly the same. Low UAI refers to there being less rule writing and more personal growth and interpretation of the conflict or decision. In this article, I would say that SK Telecom had a high UAI however; Ms.  Myers herself was a person working with low UAI. Her anxiety and how she approached situations was not in-tune with the policies and procedures of the company. There were cultural boundaries such as language and expectations that she did not know how to confront. Although she was qualified for the position, she really was not prepared well enough to meet the tasks and policies of the company based on her experiences. The last dimension that really applies to this case is Long Term Orientation or LTO. This refers to how a company values a member’s loyalty/seniority in the company. Men and long time employees have more pull in the workplace. I feel as though SK Telecom valued the opinions of those members who had been with the company for a substantial amount of time. Bringing an outsider in to work, did not work with how the company operated internally. SK Telecom had high LTO and again Myers’ internal operation was with low LTO, a promotion of equality, creativity and individualism. Conclusion In this paper I discussed, The Would-Be Pioneer by Green. We discussed how the cultural differences affected Ms. Myers and how different South Korea is compared to Western culture. We also covered the four of five Hofstede’s Cultural Dimensions that applied to the article. We discussed Power/Distance, Masculinity, Uncertainty/Avoidance Index, and Long Term Orientation, all of the factors that played a part in Myers’ failure as a consultant with SK Telecom. In the future, for those who look to work abroad, we should study as much about the culture as possible. We need to understand as much as possible about the work environment in which we work, if we wish to succeed in a foreign government.

JAMES DEAN CAUGHT IN THE GENERATION GAP IN REBEL WITHOUT A CAUSE essays

JAMES DEAN CAUGHT IN THE GENERATION GAP IN REBEL WITHOUT A CAUSE essays According to actor Jim Backus, "We started out making a routine program picture in black and white (that) was going to be. . . about teenage kids that I thought was going to be a sort of Ozzie and Harriet with venom. Then the reports started coming in on East of Eden, and they (the studio) knew they had a star on their hands" (Alexander, 56). Since Backus was signed by Warner Brothers to star in Rebel Without A Cause as the father to James Dean, his comment on the film as being something similar to Ozzie and Harriet "with venom" should be viewed as highly accurate, for in Nicholas Ray's American masterpiece, the presence of "venom" is easily sensed, due to the various cultural/societal conflicts that erupt between the two opposing sides, being the teenagers and their older superiors. James Dean, in the role of Jim, the non-conformist "rebel" son of Backus, seems to provide most of the conflict through what is now generally described as the "generation gap" which was linked to many social problems in the 1950's when Rebel Without a Cause was in production. Set in the city of Los Angeles, Rebel Without a Cause, considered by many critics as a classic example of American cinema, explores the lives of three teenagers caught within the "generation gap"Jim (James Dean), Judy (Natalie Wood), and John (Sal Mineo), nicknamed Plato. Underneath a rather straightforward story about a clash between mixed-up but sensitive teenagers and their mutual alienation from their parents, Rebel Without a Cause contains many of the traits that often contribute to youthful confusion, such as excesses in material comfort, inadequate and incapable fathers and an alarming desire for an early death. In this regard alone, the film was tragically prophetic for the next two generations of American 2 slipped from mild ...

Proctor and Gamble Essay Example | Topics and Well Written Essays - 1000 words

Proctor and Gamble - Essay Example The products of choice in this paper are Ariel and pampers. Ariel is a cleaning agent while pampers is a personal care product which is applicable mostly to babies to protect them of baby rashes as a result of wetting themselves. The products have been launched in various countries with the aim of diversifying the marketability and scope. Ariel soaps and detergents target all households including offices (WHITE, 2009)). Both high end and low end customers are targeted. The new products for Ariel and Pampers will be launched into the maturing market considering the fact they have been in existence for some time. P & G faces several threats from other companies such as Unilever and Henkel which are firms that are growing very fast. However, there are various opportunities which prevail such as the strong marketing mechanisms that the firm uses and its reputation which makes its product very firm and stable (HOLLIS, 2010).). Price sensitivity of pampers and Ariel detergents Ariel and Pa mpers products are all less sensitive to price. This is because each company has the liberty to sell its product at the price it desires given the different materials required to make the product. The other competitors such as Johnson and Johnson, Unilever have their own products which do compete with the case products hence it can price them according to their own estimation. Product Cost Estimate The product is estimated to be priced according to the size or quantity offered to the customers. It should be noted that Ariel and pampers comes in various sizes and quantities to be able to distribute to various market niches according to the demand in place. It is therefore, important to note that Pampers falls in various sizes and quality similar to Ariel which also falls in different quantities (AMERICAN UNIVERSITY IN CAIRO, 2011). Variable Costs The variable cost in the manufacturing of Ariel is the cost of raw materials which vary due to the economic conditions prevailing in the Un ited Kingdom. Other variable costs include the costs of transportation, the costs incurred on payroll of senior management, costs of floating shares on the stock exchange (HOLLIS, 2010; 33.). Fixed Costs Some of the main fixed costs include; the costs of insurance, costs of advertisement and the costs related to distribution of the products within the country. Other fixed costs include; the cost of utilities such as electricity, water and communications. These costs can be predetermined in advance before costing the products ((KAPFERER, 2008; p. 79). Cost leadership aspects of the products In an attempt to beat rivalry in the market and the increasing level of threats in the market, the company puts more emphasis utilization of the economies of scale. This is because of the high fixed costs incurred in the manufacturing sector which is required to be spread throughout the numerous units (CHERUNILAM, 2010; p. 57). By pulling down the costs incurred per unit cost of the product the ul timate product is then sold at a lower price which fosters the company’s competitiveness in the market (KAPFERER, 2008; p. 79). Market Price The market price is determined by the law of demand and the competitors’ quality of products. The market price of pampers and Ariel depends highly on the consumer preferences and tastes and according to the level of income. The products might have a higher price due to quality but the population does not have the cash to buy the products (DYER, DALZELL & OLEGARIO, 2004; p. 227). Break Even Analysis The breakeven analysis of Ariel and pampers arises when costs of production is exactly equal to the revenue acquired from the sales of the products (Drury, 2008; 2006). At this point the sales revenue equals the

Art appreciation Essay Example | Topics and Well Written Essays - 1750 words

Art appreciation - Essay Example This activity provided steady employment for many architects and sculptors who organized leading workshops in Greece, revolutionizing Greek classical art and architecture. The Parthenon, built by Menesicles and Ictinus, along with the Propylaea (the gateway with the finest paintings and sculpture of the Classical age) crowned the Athenian Acropolis. Other prominent works included The Panhellenic shrines, Delphi (oracle of Apollo) and Olympia (the shrine of Zeus). Delphi (460 BC) is the athlete offering libation of oil from patera (sacrificial bowl) in thanks for victory1. Ancient Greece produced some of the most exquisite sculptures the world has ever seen. The art reminiscence the freedom of movement, expression, and celebrates mankind as an independent entity. The great artisans of that period worked tirelessly to show the world what artistry could do for mankind. They replaced the strict asymmetry of figures with the free flowing form more true to life, through stone and bronze. The Greeks were fond of their history and most of the sculptures that adorned important government and other prominent buildings were those of the Kouros. Kouros statues dominated the archaic period of Greek Art. These statues were reminders of great Greek men and women who lived and died a popular figure. Most of these statues were stark reminders of those who died centuries ago and remain immortal through their artistic brilliance (Greeklandscapes.com, 2007). During the Classical period the charismatic smile that dominated so many archaic sculptures was replaced by a solemn facial expression. Sculptures which depicted violent and passionate scenes betrayed no expression, for the Greeks, their nobles were next to God, and it was their enemies (the barbarians) who were depicted with dramatic facial expressions (Greeklandscapes.com, 2007). This bronze

Site Survey Essay Example | Topics and Well Written Essays - 1250 words

Site Survey - Essay Example However, a huge task lies ahead in identifying and locating suitable buildings where these training centers will be set up. A lot has to be considered in identifying this structure because they have to be already in existence and not newly constructed for this purpose (Parkinson, 2001). Therefore, one has to take into consideration the building’s location, volume; distance from major traffic routes and also the effect on the community regarding the structure development in usage (Fowler, 2002). Three potential sites were chosen for an adult education and community centre in this subject. The first site is The Hillingdon House. This building sits at the heart of the St. Andrew’s Park, London. It is a grade II listed three story building built in the 1717 and was used as a hunting lodge, a residence, a training centre for members of the RAF in the 1918 during the war among others, and now the building is currently vacant containing office accommodations used by previous o wners (ASLIB, 2002). The second site is The Stratford High Street Property. This potential space is available at 252 Stratford High Street, Stratford London. It is spacious and can accommodate a good number of people. It is at the heart of M25, at the junction with Rick Robert’s way (Dobson, 2002). ... Plus features and drawbacks for the potential sites Plus points for The Hillingdon House are centered mainly on its location and atmosphere. The atmosphere surrounding the building is serene which makes it a suitable place for a training center. The building is located among some residential area so people can walk there without the need of transportation. The building has a parking space, and there are other parking spaces within walking distance to the building which makes it even more perfect. The building is also located within walking distance from many transport links. The only disadvantage of the structure is that it is not located in a significant market centre; where it would have been accessible to people living in other towns as well other than Holborn town. The advantage of The Stratford High Street is; it is within walking distance for residents in the city. Transportation is excellent with several bus routes and Stratford High street (DLR line) station being located app roximately 300 meters form the premises. This makes it very easy to access it. The building’s position could also be a disadvantage because it is right in the middle of traffic; which means that there could be a lot of noise and other distractions which are not suitable for a training center. The plus point of the Dreams Curtains Designs is; it has the ability to hold a large number of individuals. This structure can be accessed on foot. There is a large parking space that can accommodate over 90 vehicles. The significant disadvantage of the site is; the presence of another adult learning center. Chosen potential site I will base my research on the third building, the Dreams Curtains Designs.

Assignment Dissertation Example | Topics and Well Written Essays - 1000 words

Assignment - Dissertation Example Evaluate its overall physical infrastructure, accompanied by its marketing and compatibility factor consideration with other technologies. The dissertation would further allow for clear understanding of the technology incorporated in VOIP, which will be done so through critical analysis and comparison with other technologies present. Abstract: Using the broadband to better services in form of telephone options define the core purpose of VOIP. Outlines: Understanding the working of VOIP, the technologies incorporated its strengths and weakness, potential advantages and possible areas of improvement would be investigated in the overall dissertation. The project will broadly consist of the introduction and abstract part, followed by the literature review part which would investigate the methodical and periodical work that has been conducted over period of time in the field of VOIP and other communication technologies. Work of different experts and technologists who have researched in th is field would be brought to light. This would be followed by the research methodology phase of the dissertation which would include the explanation and discussion of the ground level activities and facts related to VOIP. Finally the last part of the dissertation would constitute the findings and analysis portion which would allow for better implementation of the technology in the physical domain. Using the software is also part of the overall project for purpose of pilot test and evaluation. Software tool application would enable for practical demonstration of the VOIP features, its services and its compatibility with other underlying technologies and hardware applications. Software compatibility and designing a software manual according to the desired technological requirements is another core function contained in the overall project. Literature review: The concept of VOIP gained prominence in the early days of 21st century when the technology took a shift towards further enhance d means of communication in form of the video enabled services and remote connectivity. With focus on virtualization and making use of digital means to avoid the physical journeys VOIP was adopted. VOIP was the main demand of the business enterprises who sought online activities in order to avoid the physical travelling and other physical activities associated with dealing with the partners. The earlier traces of VOIP can be traced to the mid 1990s (Kelly 2011, 74) when a sound card set of headphones and internet connection would allow for connection establishment. With time, the overall domain got expanded and the business enterprises gained interest in this field and also the common users and thereby it started expanding and a new set of standard in form of VOIP. Evaluation Criteria: VOIP is a complete set of technology that incorporates various software packages and elements, along with hardware components. It has a complete infrastructure in its own which facilitates the service s that are being provided over the infrastructure of VOIP. Configuration: VOIP entails the use of adapters, routers, soft phones; dedicated VOIP phones are few of the elements that constitute the physical layer configuration requirements of VOIP. Criteria for determining the success: The success would be gauged in terms of its implementation, its overall affectivity and impact on the overall

The History Of Aussie Pet Mobile Marketing Essay

The History Of Aussie Pet Mobile Marketing Essay Aussie Pet Mobile offers driving come to home grooming services for pets, providing the expert loving pet care that the same as the owners would provide. Our target customers are toward the pets owners especially for those who are singles with one or more pets or both working full time parents with poor time availability. Aussie Pet Mobile supplies different kinds of pet grooming services for releasing people from dull housework in washing pets. The pet care industry has seen growing tendency over the last ten years throughout Australia. Although the pets owners are below in the average of national, the density of pets is still visible in Canberra. Based on the target market segmentations, the analysis indicates that the pets owners are willing to spent money in the pets care services as they treated their pets as family members. The environment in mobile pet grooming industry is being regulated strictly by environmental and legal factors. While there are currently 11 companies providing mobile pet grooming services in ACT, only three of them are oligopoly to provide expert services. Compared with other major competitors, providing expert services in affordable price is the promise of Aussie Pet Mobile. To better compete in the fierce environment, the situation about SWOT and competitors analysis will be given by identifying the position of APM business. The recommendation based on 4P analysis suggests plan to assist APM in obtaining brand equity and market share. Then the recommended survival chain plan will be provided to assist the APM business in customer profitability, employee productivity, and internal and leadership audit. 1. Introduction In nowadays, the trend in raising pets has significant increased due to the rapid changes in peoples lifestyle. The subdivision in pet care industry has become more and more important according to the tendency. This is a decartelisation industry that derived value to pet owners to obtain market share, not only for the direct consumption such as foods, treats and accessories, but also related with pet care services like grooming, training and dog hotel and so on. To distinguish with traditional pets grooming salon, a new style which through appointment and coming direct to the home services has been launched. It is undeniable that with the changing in the technology, globalisation has provided various opportunities for this emerging industry. However, the potential problems will be exposed in the practice. The marketing report will evaluate on the environmental and situational impacts, and target market will be pointed out. Based on those analyses, the recommendation for the Aussie Pe t Mobile will be illustrated in terms of product, price, promotion and place. 2. Objectives The objectives are settling out based on the corporate, and marketing factors. For corporate perspectives, Aussie Pet Mobile has commenced on the successful marketing strategy and participates in the leadership in the industry. It aims in provide great value to all customers, and developing uniqueness and differentiate services to the public. On the other hand, for the perspective of marketing strategy, APM has positioned four goals in different aspects to gain competitive advantages. To recover into financial recession, it aims to achieve mutual practice on cost-efficient and differentiation strategy and becoming the best choice of Canberra within 2 years. To break even to cover all costs requires more profits that including vehicle costs, wages, direct materials and overhead costs. To encourage employee productivity and control costs in the manner of workers in obtaining business production efficiency in the social aspects. On the personal perspective, the managing on the customers relationships and brand image can support the process in generating revenue. Lastly, in maximising the using eco-friendly and nature materials and water saving will lead to implement sustainable development for the business. 3. Company Description Aussie Pet Mobile was formed in 1996 in Australia, and further expanded into global headquarters in the America in 1999 (Aussie Pet Mobile 2013). It regarded as the top brand in driving to home pet grooming services in the worldwide. The later on in introducing the franchise operations have become the most important strategy in developing their business scale. And the franchise chain is growing rapidly and currently faces totally over 400 territories serviced everyday through eight countries. They are continuously reinvented themselves to the evolution of pet grooming services to achieve customers satisfaction. They are commitment to the quality, flexible and loving care services to pets, and also to provide convenient to pets owners. 4. Environment Analysis 4.1 Economic environment According to Australian Bureau of Statistics (2012), the unemployment rate of ACT was 3.4%, and down from 4% in the previous year whereas lower than 5.2% of the national rate in 2012. Moreover, the average weekly earnings of Canberra are steadily increased up to 1,554.5 while the average rate in this state was 1,333.5 in the last year (Australian Bureau of Statistics 2012). Those data would indicate that the people in ACT have surplus on it budget to afford pet services. In the Australia, people are most enjoyed in spending substantial amount of money on pet care as they treated pets like their family members. Since there is a stronger signal in Canberra economy, the survival possibility for new business like pet service will be feasible. Referred to the evaluation of Headey (cited in Australian Companion Animal Council n.d.), the annual contribution of pet industry is around $4.74 Billion which becomes one of the largest industries in Australia. Overall, the mobile pet grooming indu stry is a fast growing industry that has great opportunity to expand in its best interest. Social Environment In many ways, pets have been treated more like love substitutes where children are undertaken in modern industrial society. Particularly, pets could be trained in a kindly way which is easier to love and helping owners to become sociality and more adequate tailored new lifestyle (Nast 2006). From physical activity perspective, pets become a kind of social support when they are owners exercising. A recent study reported that 31% of women who has no pets or job were less likely walk for exercising their bodies (Bell et.al. cited in Cutt 2006). The regular exercise is now playing a key role in a health life and prevention from illness. In targeting of Middle age adults, a national campaign in Australia is aimed to achieve small walking exercise everyday in order to make people involving in social marketing and social cognitive (Booth et.al. 2011). Indeed, walking with dogs could bring more attention, and can encourage communications between people. As advocates of making pets included i n the factors of social capital and community, pet owners will engage in green living by taking care their pets. Environmental analysis For the mobile pet grooming business, the most potential problem could be polluting. According to the Environment Protection Act 1997 and the Environment Protection Regulation 2005, this kind of business must strict complying with the regulation to avoid potential liability or fines (Environment and Sustainable Development 2012). The operator should consider how it might impact on the environment, such as water, land or air. Also, the noise pollution when you are working should be taken into account. For the water using to wash pets, there is limited amount to use, and avoid wastewater to flow into stormwater system. Ensure no spilling of chemicals or detergents to pollute stormwater, and the maintenance of machines should be regularly checked. The rubbish such as fur, nails and other wastes should be collected into general garbage and disposed it to participate in the environmentally friendly action everywhere you working. 4.4 Technological environment The technological environment is the most important part to support mobile pets grooming service. In relation with the working, the portable pets washing area as opposed to the fixed location should have enough space and well equipped to assist grooming service. Furthermore, to better competitive in this industry area, an improvement on water saving or recycling technology should be designed to help this business to survival, such as speciality shower heads or changing washing times. Also, the development of internet in head office must be appropriate built for the purpose of database design and customers feedback receiving. The benefits are easy to track employees work, build customers profile, and response to claims, which might further assist in creating brand image. As for a mobile pet grooming business, the calling system of direct interaction between customers should be well built as the core technology of company. 4.5 Legal environment The responsibility of pets grooming services is set up by Australian Welfare Code of Practice, and such standards in aim of providing protections during pets mobile services. Animal Welfare Act 1992, Animal Welfare Regulation 2001, Domestic Animals Act 2000, Domestic Animals Regulation 2001, and Animal Disease Act 2005 are aim to enforce these legislation in Canberra (Urban Policy Analysts and Town Planners 2006). These regulations have been put in place to monitor from the time of transferring custody rights of pets, and until it return to the pets owner. Also, there is the need of registration of vehicle and trailer for the vehicle that using in mobile pets grooming. From protection environment view, as I concluded in above, there is an offence to pollute stormwater system, and the Environment Protection Authority will manage the noise pollution while they received complaints (Environment and Sustainable Development 2012). Political environment The Australia Government do have policies to protect small business development. It aims in providing fair competitive environment for new growing business, and the regulations will guide small business in respect of their businesses operating, such as workplace health and safety, workplace relations, financial and other professional services and so on (COSBOA 2013). 5. Situation Analysis 5. 1 SWOT Analysis 5.1.1 S-Strengths Mobile pet grooming services can offer great value to pet owners. Firstly, customers can obtain exclusive time value from Aussie Pet Mobile. Since it is directly come to the home services which conveniently benefit for customers saving time. Secondly, as the services can come to the home of customers, it offers place value to them. Compared with the other retail stores, the advantage of flexible place can provides customers to release from shuttling between two places. Thirdly, customers can gain form value through services including grooming, bathing, nail-clipping, ear and dental care and so on. Moreover, because of it is an Australian wide franchise store, the quality of product or services has a warranty to customers and the company has capacity to provide superior services. Lastly, they have follow-up customer services which enable enquiry and feedback to reduce cognitive dissonance ( ). 5.1.2 W-Weaknesses There are many factors which might exposes problems in practice. Many people, against pet mobile services, are willing to wash their own pets to save money. To some extent, there is a majority of customers doing by themselves unless the need of trimming. The weakness relates with facilities and profession skills also harmful to business success. As pet mobile services need to rely heavily on vehicle use, this will lead on extra cost like petro, vehicle and registration and insurance. The possibility will be created in enhancing the price of services as those values adding cost happened. Besides, the requirement of qualifications and training on staff is essential to survival in the pet grooming industry. As the process directly contacts with pets, the knowledge of breed, behaviour, and health issues are required by the groomer. 5.1.3 O-Opportunities For Aussie Pet Mobile, there are some factors that can be improved to strengthen its services. As there is a large amount of pet owners in Canberra, the trend for pet grooming services will quickly grow. Especially for dog, it is the most adequate pets to washing and grooming, AMG can provide benefits to the busy dog owners and the communities they are part of. The improving on the washing facilities can assist in the effectiveness on pets grooming and saving water. Using media resources to promote in public influences can help in obtaining market shares and awareness. Although it is a franchise company with scale, the influence in the Canberra area still need more efforts. Also, to build its brand image and good reputation, excellent and professional services can create great opportunity for AMGs business. 5.1.4 T-Threats The negative impact will be carried out in internal and external environment. First of all, there are lots of different sizes pet services existed in the market, not only for mobile pet grooming services, but also various local dog washing venues. Indeed, as it is simply to set up, new competitors may easily enter in the market. Mobility can provides the lowest cost on build new mobile pet grooming business due to there is no requirement on the permanent shop. Furthermore, the external environment, which is economic recession, might encourage customers to wash pets by themselves to save money other than waste it in unnecessary ways. 5.2 Competitive analysis 5.2.1 Competitive advantage The Aussie Pet Mobile can gain competitive advantages in its marketing strategy. Firstly, the positioning strategy requires it providing outstanding services in affordable prices. 5.2.2 Competitors analysis The market of mobile pet grooming in Canberra is highly concentration competitive environment. The oligopoly occupied by three businesses in ACT area which are HydroDog (Blue wheelers), Aussie Pooch Mobile, Jims Dog Wash and Jams Dog Wash. In addition, there are listing 11 competing mobile suppliers in Yellow Pages (2013). The market in Canberra is volatility as there are new players continuously entered in. The potential threat could be some small family-based businesses, such as Sparkling Paws Mobile, occupied the market share quickly in specific region. For Sparkling Paws, it provides cost-efficient services in lowest prices. As it is family based, it normally uses home to operate business, and it can easily built relationship with neighbours. However, on the other hand, with respect of business size where small businesses may hardly survival in expanding their business strategy in short term. According to below positioning map of major competitors, it can be seem that HydroDog and James Dog Wash provide high standard services which also results in high price charging. Especilly for HydroDog, where renamed as Blue Wheelers, it aims in developing expert in modern technologies, products and new areas of customer service. The unique blue dog mobile salon is equipped with top of the range grooming and washing facilities such as air conditioning, specialist washing treatment and so on (Blue Wheelers 2013). While Aussie Pooch Mobile is rated second satisfaction in the Top Franchise Awards of level of initial investment less than $50,000 (Franchise Survey 2009), it is the number one dog wash and grooming professionals in the Australia and in the world (Aussie Pooch Mobile 2013). The operators in Aussie Pooch Mobile are specialist in pets stylish and massaging, and the services are in affordable price. 6. Target Market Segmentation 6.1 Geographic The population of dogs in Australia has increased significantly to 3.41 million whereas the cat population was 2.35 million in 2009. With the growing tendency in population of Canberra, the number of people has increased to 367,800 in 2011, which represents 15% growth rate compared with ten years ago(Australian Bureau of Statistics 2012). A survey conducted in 1993 (Revill 1994) that the estimation of the dog population in ACT has reached 36,000, and the number of amount will become extremely considerable at nowadays. Examine on behaviour of raising pets is considered their pet as part of the family and further indication in willing to cost money in their pet (RSPCA, 2005). The largest suburb population in Canberra is distributed in Belconnen area, and followed by Tuggeranong with 90,700, 89,300 respectively (ACT Chief Ministers Department 2010). This information makes it clear that there is more possibility to promote mobile pet grooming service in those areas. Since Belconnen is th e town centre of Canberra, of those people who leaves in there might pursue more convenient services for available releasing themselves from fast lifestyle, as well as taking care of pets. As Aussie Pet Mobile is a drive in service which could be directly in front of customers door, the distribution requirement has very less limitation on this company. However, there might be more demand in the large population of suburbs. Demographic There are several aspects to support people in raising pets. The more important aspect is financial capacity to sustain the expenditure on pets, as the cost varies from food, care, to veterinary services. According to the analysis above, the average earnings of Canberrans are beyond the national rate which indicates they owned substantial money to afford pets services. For the different group of people, household with young kid, in which is aged bellowing 5, were less possible to keep pets compared with those families who have children in school age. The trend grows consistently with the age of child, and with three-quarters of families raised pets where the aged of their child among 10-14 years old (Australian Bureau of Statistics 2012). The married couples with dependents have the largest proportion to own pets in all household types whilst lone parents were the second percentage with 49% and 41.1% respectively, and typically women are the major carers of the pet (RSPCA 2005). For those people who have pet, they could be identified as the potential customers for Aussie mobile pet grooming service especially for married women and lone parents who also need work and taking care about family and pets. Psychographics The influence of social class could be affected by three aspects: income, occupation, and education level (Perner 2012). As pet grooming services from Aussie Pet Mobile grooming are not cheap, with starting $55 per dog to $90 and the price varying depends on the size of pets. As for occupation of pets owners, the impact might depends on the how many available times are pets owners having, as well as income. For a busy worker, he or she might focus plenty of time on work to gain more personal values and salaries, but less time to look after pets. In other words, of those who have to constant to work, they are more likely to seek for mobile pets grooming services. Since there is a positive relationship between occupation and income, the regular worker will have less time but enough money to consume in Aussie Pet Mobile. Also, the impacts of income are obviously important in relation with purchasing pet grooming services. In a nutshell, the middle and upper class have more chance to uti lize the services. For the people who are attracted packaging more important than quality, such as aspirer, and have social awareness and respect value of time and curious about new thing like reformer, will be the majority group in consuming mobile grooming services. Behavioural For the time poor pets owners, also recognised as regular user, they are more likely to take repetitive purchases and heavily relied on the mobile grooming services. These group of people involve full time singles who own one or two more pets, both working parents with pets, and active no child couples who both have full time works, and enjoy in the social activities other than trifling chores. For example, they are tired with washing pets by themselves. After these groups are aware of coming front pets grooming services, and have experience in it, they might continuously use this services as it free them from consuming and limitation of time. Secondly, there might be some occasional users that potentially purchased mobile grooming services. For example, on special events, some local vets might wish to keep up with demand, and utilised their service referred to Aussie Pet Mobile services via discount deals. Also, some customers might curious about coming-to-home pets grooming service s and want to have a try, or they are busy at some specific time. In a word, there are two types customers to use Aussie Pet Mobile services, one is constant users who are lack of time to wash pets, and the other one is occasional users that are potentially demanded on services. 7. The Marketing Mix 7.1 Product Recommendation The Aussie Pet Mobile provides variety of services to customers including washing, clipping, teeth brushing, and puppy cuts and so on. It developed 15 Steps of grooming for all breeds of dogs and cats. The process includes cleaning the ears and the eyes and clipping the nails. The full brush is doing before and after the bath. In the shower, they use completely eco-friendly and nature shampoo and conditioner and double rinse after that. They will do trimming of the paws and feathers if you required. They will treat pets tasty food after a little fragrance. However, the services that APM provided are similar compared with other mobile pet grooming business. To better differentiate itself, the expansion on the services is vital for the long-term development. The designed services towards different group of pets that is important to differentiate it from all kinds of pet grooming business not only for the mobile grooming services. The designed services can be carried out in terms of different types of pets, but also develop it into all area. For example, the 15 Steps grooming services are mainly toward to dogs in terms of its physical characteristics. However, the services in treating cats should be carefully evaluated as it is not friendly pets to strangers. The designed services should be aimed in making cats more comfortable and ease in line with its physical and behaviour features. Also, providing different classes of services can gain more loyalty customers. The alternatives of choices in services will lead in the changing on the expectations from customers (Wells Foxall 2013). For instance, rich customers might look for the expert services whereas normal customers expected affordable price in suitable performance. The other area se rvices could be developing on consulting working, guarding and training to pets. The consulting and training services can contribute on the promoting their expertise in branding. 7.2 Price Recommendation The price decisions are always the most important component in the companys marketing strategy. Also, it cannot be ignore that reasonable price, continue with product quality, are the two ingredients in balancing marketing mix (Magrath 1986). The price of Aussie Pet Mobile is determined by service driven factors. There is a difference between small and large pets with the range from $55 to $90 depend on the weight (Aussie Pet Mobile 2013). Considering with services that APM provided, it is included driving come to home, 15 steps processing on the pets. The costs might invisibly absorb profits as there are some non-value adding activities. Price variables, including retail price, bargaining purchase, allowances, creditability, influence the testing of acquisition value by customers (Atamin et al. 2010). To maximise it pricing power, the cost leadership and differentiation strategy should be mutually used to compete with the other businesses. For the cost leadership strategy, the measurement of cost drivers is essential. There are many factors which might result in cost adding. For example, the driving come to home services will lead to cost on petrol. However, the suggestion would be to better arrange the operators in bustling region. As for an operator, the charge of business in only Belconnen area is more efficient than rushing on the road between Tuggeranong and Belconnen. Also, once the business targeted on 15 steps services, the evaluation on the repetitive activities should be carried out. Since there are two brush and two rinse activities included (Aussie Pet Mobile 2013), the usage of water and shampoo and cond itioner will be increased. The control on the consumptions of first time will lead more cost-efficiently not only for water saving, but also for retrench on direct materials. The differentiation strategy is based on the assumption of setting different classes of services. Then the value-based pricing could be implemented in high class services as it is the perception value (Kotler et.al. 2013) that high level pets owners expected. 7.3 Promotion Recommendation According to Atamin et.al. (2010), it stated that promotion is increasing the satisfaction of the objectives and influence the perceptions of target consumers to facilitate exchange within customers and company; also it contributes in effectively and efficiently communicating the decisions of business strategy. The general approach is through the using of television, radio, and printed advertisements in the geographic areas to hold the likelihood of repeat purchase. Especially in the downtown centre of Belconnen and Tuggeranong, the degree of publicity in public area for Aussie Pet Mobile, should be extremely enhanced in busy hours at the weekends. For example, increasing repetitive advertising on TV in shopping centre or famous restaurant in lunch time could strengths the memories of APM in relative with lower advertisement costs in whole day. The highly repetitive advertisement in specific times will increase the informing indication to customers (Quester et.al. 2011). Also, the customer promotion tools can be used to help APM gaining more market share (Kolter et.al. 2013). In some large occasions, such as public holiday, APM can send operators to bustling area in volunteer washing pets, and also hand out redeemable coupons and discount offers. The designed vehicle of APM could be the best spotlight to attract customers attentions because of it is the vital services operating tool, and it is the first thing showed up in customers mind rather than groomers. Besides, the trade promotion tool can also be implemented. Since the group buying activities are in growing tendency, APM can offer some allowanced discount in great value through internet marketing. Also, for the business to business purpose, Aussie Pet Mobile grooming can integrate their services to local vets or dog hotels during the busy periods. These services can keep up with demand and on the basis of promotion deals. 7.4 Place Recommendation Atamin et.al. (2010) said that the place are related with channels of distributions that delivering the product to the target consumers. However, because of pets groomer are directly toward customers to supply services, there is no distribution channel or through middle man sales. As it is free from place limitation, Aussie Pet Mobile may obtain place flexibility due to its particular types of business form. The shifting places will provide a mobile billboard advertisement for this business. To make sure of telephone number and website are on the appearance of van to promote business in everywhere. On the other hand, to build long term relationships with customers, the necessity of setting head office in local area is important. The function of this office is to manage consulting and job arrangement. And further in expanding their business provides a series of exclusive pet care work such as looking after pets when owners are away, and training pets to achieve sustainable development . 8. Overall Recommendation Aussie Pet Mobile is the largest franchise mobile pet grooming in the world (Franchise Help 2004). However, it is a stranger in the market of ACT. To increase brand equity, APM needs to focus on generating awareness quickly and differentiation. In order to obtain market share and brand loyalty, the survival chain should be audited based on the development. There are three factors that need to be attention. Firstly, the profitability and growth drivers are derived from customer loyalty. The action is on increasing brand-building media weight by participating more advertisement campaign. Television is recommended for the ability to draw massive attention. To use free social media might be a slow way to promote its brand, such as Facebook and Twitter, but still an appropriate way to run. Online marketing is an effective way to reach all kinds of customers, such as involving in the group buying sellers to offer discount package of services. Moreover, making some actions are toward target users through segmentation targeting. For the time poor regular workers, they might have less time on surf online to access discount information, so the information posters could be deliver to the mail box. For married women who have pets, the using of word of mouth can be developed in asking them to invite friends in consuming services and receive discount on their purchase. As women are the major carer of pets, they always consider about the value in using services. Secondly, the value derives from employee productivity can directly assist in achieving cost-efficient purpose. The efficiency and effectiveness is about how much resources being used in achieving organisation goals (Hupper Ishikawa 2005). A high performance employee will contribute to reduce costs as he or she has more productivity with respect of time range and direct materials costs. Lastly, a leadership and internal quality control underlies the survival chain success. The study on the market research and feasibility to seek suggestion from publics will help Aussie Pet Mobile easily entering into the market. With the brand audit, approachable suggestions and complaints from customers will help the business to track the problems. It demands to design on the website to provide a space to share experiences, such frequent asked questions, and blog builders incorporation. The voices from employees, including complaints and feedback, can directly influence the quality in services as it is the power of internal audit. 9. Budget To implement survival chain plan, associate costs should be taken into consideration. The typical costs are covered in advertisement on TV, negotiating deals with group buying, the printing cost of posters, labour cost, research and development such as questionnaires and information system design like website. According to Franchise Survey (2009), it stated that the initial investment of Aussie Pooch Mobile in capital is AU$25,000 $50,000, the estimated weekly turnover is $1154 whereas the estimated weekly marketing costs are $40. We can assume that the business scale is similar with Aussie Pooch Mobile, so the cost model is still same as their structure. However, although there is an economic inflation in nowadays, there will be slight increase in the weekly revenues as Aussie Pet Mobile is not charge in premium prices on the services whereas there will be great increasing on the costs. The result will be minimizing on the APMs profits. Obviously, the cost leadership strategy shoul d continuously implement throughout the businesss operation. 10. Conclusion In conclusion, the report mainly demonstrates the environmental factors influencing on Auss