Sustainable Design Essay Example | Topics and Well Written Essays - 2250 words

Sustainable Design - Essay Example It is first remarkable that, as Yeang, p. 413, 2007, puts it concisely - "Nature regards humans as one of its many species. What differentiates humans is their capability to inflict devastating changes on the environment".3 One of the major human activities that hugely and adversely affect the environment is the burning of fossil fuels to produce energy for other down line human activities. It is now notable that fossil fuels, even in the first parts of the 21st century, still remain the major energy source. Thus, it stands to good reason that any project that can run on low energy consumption is a profitable one. This is in two senses - firstly, with low consumption of fossil fuels low emission of harmful gases is possible and, secondly, the low consumption of fossil fuels enables energy planners to buy more time to develop alternate sources for future consumption when it is believed that all fossil fuels on Earth will be completely exhausted. This paper, thus, is concerned entirely with one such human project - human architectural activity - that is being designed to consume low energy and produce low emissions. This is what is currently being defined as sustainable architecture. The first part the paper discusses sustainability, its definition and global perceptions and the second part is a critical review about a sustainable development in London, called BedZED, as a successful example, its analysis and evaluation of its various environmentally friendly features. Ecodesign: Yeang4 defines ecodesign, which may be taken as sustainable design in this case, as a built environment that is fully integrated within its natural environment. It is taken here that the concerned 'built environment' is the sustainable architecture that this paper is in search of. Yeang (2007), furthermore, severely cautions against misconceptions that technology alone can provide sustainable architecture. He states that simply putting a set of technologies commonly acknowledged as green such as solar arrays, photovoltaic, biological recycling systems, building automation systems and double-skin facades into a building can merit the term ecodesign. Also, if a high mark in a green-rating system can hardly be construed as satisfactory reason to call the built environment sustainable architecture(Yeang, 2007). Instead, Yeang (2007) implies that ecodesign, or sustainable architecture, can only be operational when the entire building interacts with its natural environment in such a manne r that all its inputs and outputs sustain the ecosystem within which it is built without upsetting its delicate balance of secure survival. In this sense Yeang (2007) believes that not only the building but all its associated activities, such as transportation, for example, must be integrated into its ecosystem where he implies

Assignment Example | Topics and Well Written Essays - 500 words - 164

Assignment Example The value is to be recorded as $215,000 on the debit side, whereas $90,000 is to be credited. According to Jivraj, the customized computer should have been recorded as a miscellaneous expense, but the product, whether with resale value or not is an asset and thus a crediting of the assets account (computers) should have been emphasized by Juma. Additionally, depreciation was to be recorded by division of the total value by six years, as a straight line method was used to evaluate the value of the transaction. The value of the building should not be recorded both in terms of lower costs and fair value, but rather should be recorded as appreciation or depreciation in the capital gains account. Juma and Jivraj have widely varying ways to record these transactions. The transaction does not involve the exchange of cash and thus should not be recorded as three separate expenses which will be credited thrice. However, the total value is to be recorded in both accounts as $60,000. It can only be recorded in the accounts receivable accounts. Additionally, the amount should not be recorded as an amount received as Jivraj proposes, but rather a different approach should be recorded, such as the inclusion of the expense and recording it in the accounts payable as well. The written sales order should not be recorded according to Juma because there has been no exchange of cash. However, this transaction can be recorded as inventory for the computers. However, another approach that can be used is recording these transactions in the accounts receivables bracket. The main reason this is the case is due to the fact that the amount of cash has not exchanged hands and Jivraj records the amount as if it has already

Civilization vs. Savagery Essay Example for Free

Civilization vs. Savagery Essay Counterpoint is a common literary device used by many authors in a variety of forms of literature. It gives the work contrast and interest as well as a diverse insight into two completely different ideas or opposites. The main counterpoint presented in William Golding’s Lord of the Flies would be the idea of civilization vs. savagery. This motif is presented throughout the novel. The idea that humans are constantly battling their feral instincts and civilized ideals is a theme that is deeply and extensively explored. Golding acquaints civilization with good, and savagery with evil. He uses symbolic characters and objects in order to convey his themes and ideas. He represents the opposing forces of civilization and savagery with the two main characters: Ralph, the protagonist, who represents order and leadership; and Jack, the antagonist, who represents savagery and the desire for power. Among these characters there are many others who react to the conflict in different ways. The conflict between these opposites is the driving force of the novel. When it comes down to the idea of civilization, Golding implies that civilization is something forced upon humans by society, and not something one is instinctively drawn to. Civilization is merely just a mask of ones instincts. Ralph is the perfect example of the desire for civilization among the boys of the island. He expresses this quality when he states, â€Å"Weve got to have rules and obey them. After all, were not savages. Were English, and the English are best at everything† (Golding 2.192). The boys still desire their previous, ordered life they left back in England. Ralph is the symbol of supressing one’s natural savage instincts, he feels the thrill and exhilaration of barbarity but manages to subdue these spirits. Piggy is also an example of the human need for civilization. Not once in the novel does he display savage feelings or undertones. This shows just how badly the human race strives for civilization, but it is not something organic. The counterpoint to the idea of civilization in Lord of the Flies would be the theme of savagery. Golding seems to suggest throughout the novel that a humans savage instincts are far more powerful then the desire for civilization. The perfect character to acquaint to the theme of savagery would be Jack. Jack thrives off of dominance and power. He exemplifies these traits during the murder of Simon: The sticks fell and the mouth of the new circle crunched and screamed. The beast was on its knees in the center, its arms folded over its face. It was crying out against the abominable noise something about a body on the hill. The beast struggled forward, broke the ring and fell over the steep edge of the rock to the sand by the water. At once the crowd surged after it, poured down the rock, leapt on to the beast, screamed, struck, bit, tore. There were no words, and no movements but the tearing of teeth and claws. (Golding 9.89-99) The boys revert to their instinctive ferocious roots, having no mercy on their fellow human. They cruelly murder Simon as if he were a wild animal. Roger is also a good example of savagery in the novel. As the idea of civilization on the island begins to become a distant memory, Roger lets himself become victim of his most basic human instincts. This is first apparent to the reader when Roger throws rocks at the littluns, and after his murder of the pig which was much more brutal then necessary. Roger is also the leading culprit in the loss of Piggy. He was the one who pushed the boulder down the hill inevitably causing Piggy’s death. While Jack feeds off the idea of power, Roger revolves around causing pain. He symbolizes the sadistic instincts of mankind, and having to suppress the desire to hurt others in order to function in society. William Golding uses counterpoint to his advantage in the writing of his novel Lord of the Flies. He clearly expresses the conflict between the complex human need for civilization and mankind’s savage instincts. He expresses the struggle extensively using the characters in the novel to portray both sides. Savages vs. those who struggle to keep civility. The novel deeply explores the concept of human instincts overpowering one’s facade of civilization put on for the rest of society. How, when left up to their own devices, humans are capable of doing the unthinkable. Works Cited Golding, William. Lord of the Flies. London: Faber and Faber, 1954.

The Corporate Zappos Culture In Business

The Corporate Zappos Culture In Business Earlier with a boom in e-commerce the idea of selling shoes online was not much appreciated. No one wanted to buy shoes online as it was difficult to find a perfect pair and there were hassles of returning shoes through mail. Looking at the huge market potential in US and popularity of online industry, Nick Swinmurn clicked with an idea to start an online shoe retail store which would make shopping more simpler and hassle free. Hence Zappos, earlier known as Shoesite.com got a first mover advantage. Tony Hsieh, an entrepreneur since young age joined this company as CEO when he was just 27 years old  [2]  . In his own venture Link Exchange he had learnt that culture and job satisfaction was more important in a company over monetary growth  [3]  . He reinforced the organisation culture and made Zappos stand where it is today. Today, Zappos is an organisation which has managed its incredible growth in a short span of time; this is mainly because of its unique organisational culture. Under the leadership of Tony, Zappos focused on delivering superior customer service over marketing and to achieve this they designed a culture which would drive this goal. Before analysing Zappos culture lets have a look at its competitive industrial positioning using Porters 6 forces. Zappos once was just another internet company until it realised that it is not only competing with online companies but also with retail stores  [4]  . Tony realised that there was need of some kind of differentiation which would help suffice the strong buyers force. This is when Zappos came up with its core values to strengthen its culture and focus on exceptional customer services. The core values were the base for all the key decisions at Zappos and they actively managed their culture based on the below mentioned core values: As per Burns and Stalkers organic model, innovative organisation like Zappos tend to develop Organic culture because the creative employees needed for innovation cannot be burdened with bureaucracy and control. According to Goffee and Jones sociability/solidarity model, Zappos organic culture can be a mixture of networked and communal cultures which has both high solidarity and sociability. In Zappos, the degree of sociability is high as the environment is friendlier where employees are given liberty to work the way they want without any pressure of achieving targets. Employees at Zappos also possess the solidarity culture as they cherish and implement the 10 core values effectively to achieve the common goal of the company  [5]  . Zappos Organisational Culture using Culture Web Zappos organisational culture is a broad term used to describe the psychology, attitudes, experience, beliefs and values of its organisation. Zappos has a strong culture where staff responds positively to stimuli because of their affinity to Zappos organisational values. Zappos organisational culture can be theoretically mapped as, the Work/Play hard culture,  [6]  Brand Congruent culture  [7]  , Constructive culture.  [8]  These terms can all be used to label Zappos culture and its key parameters are as follows. In Zappos, members are encouraged to interact with people and approach tasks in way that help them meet their higher order satisfaction needs. The staff also believes in the product or service of the organisation. They like what their company is trying to achieve and co-operate to achieve it. They are passionate and seem to have similar goals. They use resources available to them to proactively solve problems. There are also few risks taken coupled with rapid fee dback. They have team meetings, company jargon, and buzzwords. They all strive for the highest quality customer service. To identify various elements of Zappos culture, a Cultural Web  [9]  is used. Stories: The past events and customer satisfaction stories mentioned both in and out the company. Zappos places immense value on these and portrays this as examples of target behaviour. Rituals and Routines: Zappos has outlined expected behaviour in given situations and lets staff know what is valued by the management. Symbols: Zappos uses whacky visuals, funny logos, and humorous pictorials to represent its culture visually. Organisational Structure: Zappos tries to retain a highly informative and fun filled organisational structure and attempts to indicate what contributions are most valued. Control Systems: Zappos has controls to monitor the way the organisation functions. These include financial systems, quality systems and rewards. Power Structures: Zappos tries to instil a varied power structure where each staff member has some amount of influence on decisions, operations and strategic direction. Culture as belief system Tony observed if they get their culture right that would ultimately result in repeat customers and word of mouth. Values and belief systems are not only important for Zappos culture but also for its architecture as analysed in below table. It shows how some of the most important key elements fit in this cultural and architectural web of Zappos and contributes to the competitive success of the organisation. 1. This is evidenced as the employees are given complete transparency and are urged to communicate openly. Tony started an online service called Zappos Insights wherein one can find all the insight information. Moreover, all the decisions taken during lay-off were also revealed on Twitter. 2. Employees are encouraged to delight customers by going out of the way to deliver best services. They handle the calls without scripts, pay more attention to customers queries and personally interact with them through means like Twitter. Employees take risks and are not afraid of making mistakes. To achieve this element, neither are they pressurised to achieve targets nor are their call durations measured. 3. Zappos managers are encouraged to spend up to 20% of their time on team building activities. They also make sure that all the employees work without any stress. An employee can also appreciate other employees work with a reward of $50 as bonus. Apart from this, there are other rewards like employee of the day and other benefits like medical coverage, free lunch, beverages etc. This is done to inspire new ideas and creative thinking. They are also free to write stories about their experiences and Zappos culture in a culture book. 4. Its not about what you say to your customer, its all about how you made them feel. Zappos pleased its customers with easy to navigate website, wide patterns for searching, wide range of shoes and speed of delivery. Moreover they delight their customers by free both way shipping, 365 days return policy, 24/7 customer service. They surprise customers by sending cards and bouquets if they get to know about any special occasion which in turn makes the experience memorable. These are the main elements which links the mentioned components in Zappos culture and architecture. All these elements are focused on achieving one common goal i.e. companys consumer based competitive success  [10]  . Using Loyalty Business Model Further, as per Tony, the basic business model followed by Zappos is: Culture -> Customer Service -> Word-of-Mouth Marketing -> Revenue/Profits  [11]  . This model is very much similar to the Loyalty Business Model derived by Reichheld, F.  [12]   The 10 core values that defined the Zappos culture were derived by employees themselves and that has played an important role in terms of employee satisfaction and hence it is ultimately reflecting in excellent customer delivery. This culture brings up customer satisfaction and loyalty which can be seen by the rate of repeat customers. Employees are instructed to direct customers to competitors if their desired product is not currently available with Zapoos which inturn helps in building up customer loyalty. Zappos, so far have been successful in building a strong customer loyalty base which helps in its promotion through Word-of-Mouth Marketing. All this helped Zappos pursue growth in terms of high revenue and profits and achieve competitive success. Zappos HR Strategies After analysing Zappos culture, lets move to the HR strategies followed by them. Zappos work culture is filled with workers who have been selected and trained in such a way that they conform to higher involvement model  [13]  of HR systems. In an idealistic scenario the employees are motivated more about the job than about the monetary benefits of the job. These employees have a lot of freedom at the work place and this maximizes discretionary behaviour. As can be seen from Zappos remarkable success there is a strong employee-company relation and a sense of bonding which leads the employees to work independently and at the same time map the company goals into their daily work routines, on their own  [14]  . Linking HR Systems to Zappos Business Strategy Zappos HR strategies have played an important role in its remarkable success. Shown below is the Business Strategy model which will analyse the strategies used by Zappos and link between different components of HR and Non-HR strategies followed by Zappos. Under people management, Zappos seeks for the people who believe in its core values and have a passion for providing outstanding customer service. People are tested on technical skills as wells as on cultural fit i.e. creativity, individuality, etc. Successful candidates are given 4 weeks of training. Good performance is appreciated by rewards ,employees are also given counselling if they are under stress. People management process at Zappos provides employee with perfect AMO scenario. Ability to the employees is provided by the imparting rigorous training which also includes on training over phones. Motivation is provided by rewards, events and other benefits. Zappos emphasises on giving equal Opportunities to the employees by giving them the liberty to work the way they want. The call duration is not measured and they do not work on scripts. Critical HR goals for Zappos comprises of confirming that excellent customer service is delivered, employees are satisfied, core values are followed, customer relations maintained etc. On Non-HR side we come across the relevant management processes followed at Zappos. The main mode of marketing for Zappos is Word-to-Mouth which is the result of customer loyalty. Zappos operations includes: 365 days return policy, free shipping both ways, 24/7 customer service, warehouses running for 24 hours, etc. Customers are pleased with Zappos website because it is very simple, user friendly and it takes less than a second to load a page. Moreover it also offers 1095 brands of shoes, various searching patterns and 7 views from different angles. Main Critical Non-HR goals consists of ensuring all the resources are utilised effectively, all the policies are in place and followed throughout, customers are satisfied, rate of repeat customers is always rising etc. The above mentioned HR and Non-HR processes and goals leads to the main Business Goals which includes: achieving high sales and hence profitability, increase in customer loyalty and the number of repeat customers, and attain and maintain a number one position in the industry. Now, after analysing Zappos business strategies we can say that it has high competitive advantage as well as viability in this underlined industry. Control and Performance Measurement System for Zappos As seen in culture as belief system, architecture is also important to track the progress towards the objectives. Control systems are used to make sure that strategies and architecture are having desired effect and also they are efficient  [15]  . External Controls For Zappos, societal controls are mainly placed by the consumers. Zappos takes into consideration, the expectations of their customer i.e. excellent customer service. Zappos help reduce customer efforts and hence increase loyalty. Looking at the market controls, though Zappos is surrounded by competitors it has been successful in holding its customers and achieving growth till now. Internal Controls Internal controls were developed keeping an eye on the customer expectations and other external controls. Zappos culture was developed to meet the objectives and design the way in which organisation should perform. Zappos main aim is to deliver WOW through service and hence culture is designed such that employees are free to work the way they want in order to come up with creative and innovative ideas. Zappos also have its reward system in place where employees are awarded on good performance and they also get other benefits like medical coverage, free snacks, beverages etc. Employees are also trained to tackle particular situations and how to produce excellent service. The organisation is also governed by output controls that also check the adherence of the service provided towards the goal of the organisation (Line of sight congruence). This balance scorecard which is derived from the strategy map shown above is used as a control system for Performance Measurement System. As shown in the table financial perspective is dependent on ROCE, number of customers. Customer perspective is governed by C-SAT%, repeat customer%, average purchases by repeat customers, etc. Operational perspective is dependent on minimum both cycle time and lost business%, and effective use of all company resources. Labour perspective is driven by productivity of human resources and is measured by matrix such as staff turnover, attrition%, etc. Innovation and Learning comes from the Culture book utilisation, suggestions implemented, income from new brands, other innovative programmes, etc. Thus we have looked into Zappos unique work culture and its customer service focus which has made it an astounding success.

Odysseus is an Epic Hero :: essays research papers

People are heroes in different ways for different reasons. American soldiers are heroes because they fight boldly for their country. Corrie Ten Boom is also a hero because she took risks and saved hundreds of Jews. Abraham Lincoln is another example of a hero because he fought for what he thought was right and helped free all slaves. Similarly, Odysseus, the main character in Homer’s epic poem The Odyssey, possesses all of these characteristics and many more, making him a true epic hero. First of all, Odysseus is brave and courageous, giving him the initiative to fulfill his goals. One example is when Odysseus confronts Skylla. Odysseus purposely â€Å"made [his] way along to the foredeck—thinking to see her first from there† (Homer 217). If he was scared, he would have hidden underneath the deck. But instead, Odysseus goes out to face the beast. Odysseus knows that Skylla is immortal and cannot die, yet he is brave enough to confront her. Next, Odysseus fights the suitors, who are courting Penelope in his palace. The suitors greatly outnumber Odysseus, but Odysseus still chooses to fight even though the odds are against him and he is able to win. He stands up against those who do wrong. Having the courage to fight, Odysseus defeats the suitors and fulfills his goal of regaining his palace. If Odysseus was a coward and did not fight, then the suitors would have eventually won Penelope, resulting in Odysseus losing his palace and his wife. Ma ny people have bravery and courage, but not many use it, as Odysseus does, to achieve their purpose. Secondly, Odysseus has great self-control, which allows him to deeply contemplate his decisions. Moments before Odysseus falls asleep, he spots a â€Å"covey of women laughing as they [slip] out†¦to the suitors’ beds† (Homer 375). Seeing this, Odysseus is angered and wants to kill every one of the suitors right then and there. But Odysseus retains his self-control and does not strike yet. At that moment, if he did strike, he would have lost because he would not have been prepared. He retains all his anger for the final battle with the suitors. In that battle, Odysseus is fully prepared and ready to fight, resulting in all the suitors’ deaths. Next, when Antinoos throws a footstool at Odysseus, â€Å"Odysseus only [shakes] his head, containing thoughts of bloody work† (Homer 326).

The Life Of Lincoln West :: Essays Papers

The Life Of Lincoln West "It comforted him. For almost four years it meant a lot to him," ends the short story, "The Life of Lincoln West" by Gwendolyn Brooks. This quote suggests that the eleven-year-old Lincoln commits suicide. Why would he do this? Because of the crushing rejection of Lincoln by his parents, teacher, friends, and strangers, he ends his life. Although it may be hard to believe, Lincoln was rejected by his own family. His father couldn't stand to look at Lincoln. He tried very hard to please his father but was not successful. His mother put him with her hairpins and sweethearts, dance slippers, and torn paper roses. She didn't think of her own child as anymore important than these insignificant objects. His parents didn't love him because of the way he looked. Holidays with his family were ruined because his family members couldn't believe that he was so ugly. They felt resentment about him. Lincoln loved his kindergarten teacher but her only concern for Lincoln was one part sympathy and two parts repulsion. It was even difficult for her to be polite to Lincoln because of the way he looked. She did a nice thing for Lincoln one day after school by walking him home. The only reason she walked Lincoln home from school was because she felt pity for him. After she started walking him home she regretted it. Children need other children to grow up with and have fun with. Lincoln only had this with his neighbor friends when there wasn't anyone else around. They were nice to him and played with him but when other kids were around they acted like they weren't his friend. The kids on the playground wouldn't let him touch them and wouldn't be it when he caught them while they played tag. Lincoln had no real friends. No one liked him. Even strangers walking down the street would look at Lincoln and point and stare. In the movie theatre with his mother one day a man pointed Lincoln out and called him "Black, ugly and odd." They said that he was "The real thing." Lincoln found happiness in this statement. "The real thing" made him feel like he was special, a somebody.

Marketing Plan Nike

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