A Quality Leader Essay Example for Free

A Quality Leader Essay Dr. Karoru Ishikawa is one of the world’s idolized leaders in quality control. His famous quote† Through total quality control with the participation of all employees, including the president, any company can create better products (or service) at a lower cost, increase sales, improve profit and make the company into a better organization ( Dr. Kaoru Ishikawa) . Ishikawa joined the Union of Japanese Scientist and Engineers, a quality research group back in 1949. The Japanese was concerned about their industry sector since it was known that American manufacturing was producing cheap toys and defective cameras. This group took on the responsibility of Japan’s quality-improvement; that was when Ishikawa took the initiative to build on Feigenbaum’s concept of total quality and promoted greater involvement by all employees, from the top management to the front-line staff, by reducing reliance on quality professionals and quality departments. He advocated collecting and analyzing factual data using simple visual tools, statistical techniques, and teamwork as the foundations for implementing total quality. Like others, Ishikawa believed that quality begins with the customer and therefore, understanding customers’ needs is the basis for improvement, and that complaints should be actively sought. (Evans, 2010 pg 110) Background Kaoru Ishikawa was born in 1915 in Tokyo. He graduated from Tokyo University in 1939 with a degree in Applied Chemistry. In his brief tour in the military as a Naval Technical Officer In charge of 600 workers to construct a factory he quoted â€Å"This experience he says was invaluable to Quality Control activities later on. †, (Dr. Kaoru Ishikawa) He worked for Nissan Liquid Fuel Company from 1941-1947 before he was appointed associate Professor of the University of Tokyo. In 1949 He joined the Union of Japanese Scientist and Engineers because he wanted to change the way people thought about work and help management improve the quality of their product. In 1970 Dr. Ishikawa started conducting quality control training seminars. Around 1978 Dr. Ishikawa became the President of Musashi Institute of Technology. Upon Ishikawa’s 1989 death, Dr. Juran delivered this message: â€Å"There is so much to be learned by studying how Dr. Ishikawa managed to accomplish so much during a single lifetime. In my observation, he did so by applying his natural gifts in an exemplary way. He was dedicated to serving society rather than serving himself. His manner was modest, and this elicited the cooperation of others. † (Dr. Joseph M. Juran) Primary work and significant accomplishments Dr. Kaoru Ishikawa accomplishments have include helping thousands of companies, like IBM, Bridgestone, and Komatsu, to turn out higher quality products at considerable lower costs. His book,†What is Total Quality Control? The Japanese Way†, Prentice Hall, Inc. was a best seller in business books. He has been awarded the Deming Prize and the Nihon Keizai Press Prize, the Industrial Standardization Prize for his writings on Quality Control, and the Grant Award in 1971 from the American Society for Quality Control for his education programmer on Quality Control. Process Improvement Japan, 2012). His creation of the fishbone diagram, the user can see all possible root causes of process imperfections. There are many other accomplishments that Dr. Ishikawa has made, which you can find in books and online. These were deserving awards due to his unselfish work ethics and have truly made him a quality genius. Conclusion Through total quality control a company of any type can stay in business, make products at lower cost, and endure great productivity from its workers. Dr Ishikawa wanted to change the way workers and management do business. Quality should start with the customer and it can be done using his writings, fishbone diagram, and other tools like control charts, run charts, histogram, scatter diagram, Pareto charts, and flowcharts. His knowledge was needed in a time when people wanted a product that will last and was supported by the company who makes it. His many accomplishments and strong work ethics influenced many companies to change and many of those companies are still in business today. Dr. Ishikawa is truly a leader in quality control.

Andrew Carnegie On The Gospel Of Wealth :: essays research papers

Andrew Carnegie was born in Dunfermline, Scotland in 1835. His father, Will, was a weaver and a follower of Chartism, a popular movement of the British working class that called for the masses to vote and to run for Parliament in order to help improve conditions for workers. The exposure to such political beliefs and his family's poverty made a lasting impression on young Andrew and played a significant role in his life after his family immigrated to the United States in 1848. Andrew Carnegie amassed wealth in the steel industry after immigrating from Scotland as a boy. He came from a poor family and had little formal education. The roots of Carnegie's internal conflicts were planted in Dunfermline, Scotland, where he was born in 1835, the son of a weaver and political radical who instilled in young Andrew the values of political and economic equality. His family's poverty, however, taught Carnegie a different lesson. When the Carnegies emigrated to America in 1848, Carnegie determined to bring prosperity to his family. He worked many small jobs which included working for the Pennsylvania Railroad where he first recognized the importance of steel. With this recognition, he resigned and started the Keystone Bridge Company in 1865. He built a steel-rail mill, and bought out a small steel company. By 1888, he had a large plant. Later on he sold his Carnegie Steel Company to J. P. Morgan's U.S. Steel Company after a serious, bloody union strike.He saw himself as a hero of working people, yet he crushed their unions. The richest man in the world, he railed against privilege. A generous philanthropist, he slashed the wages of the workers who made him rich. By this time, Carnegie was an established, successful millionaire. He was a great philanthropist, donating over $350 million dollars to public causes, opening libraries, money for teachers, and funds to support peace. In the end, he gave away about 90% of his own money to various causes. He also preached to others to do the same as in giving money for education and sciences.The problem, however, was that there was such a contrast between the rich and the poor. By this he was referring to the inequalities in rights, hereditary powers, and such things. He also felt we should have a continuum of forward progress, i.e. civilizing, industrializing.Apparently in his time there was a movement to drift back into a time when there was little advance in modernizing and technologically advancing; when "neither master nor servant was as well situated.

Exercise for the Body

You know exercise is good for you — but do you know how good? At its most basic, exercise is any type of physical exertion we perform in an effort to improve our health, shape our bodies, and boost performance (Waehner, Web). Adults, men and women, and teens both benefit from exercise and physical activity in many different ways. Exercise should play a key role in everyone’s daily life, not only does it boost self esteem, it also improves mental health and helps prevent depression, heart disease, cardiovascular disease, Type II Diabetes, and, as always, obesity.Most people agree that even though they may not look forward to doing a workout, they tend to feel better after there done. Finding activities that you enjoy and that become part of your daily routine is the key to a long and healthy life. Exercising helps prevent heart disease, cardiovascular disease, Type II Diabetes, decay of bones, known as osteoporosis, and obesity. According to the American Heart Associatio n, more than 16 million Americans have heart disease (Penninger, Web).Heart disease occurs when the small vessels in the heart muscle, the coronaries, are not sufficiently supplied with blood, a condition typically caused by arteriosclerosis (Blech 64). Primary risk factors for heart disease include: high blood pressure, obesity, cigarette smoking, diabetes, and high cholesterol. Daily exercise, such as, walking, swimming, and running, has been known to lower blood pressure by keeping the arterial walls distensible and responsive to both diastolic and systolic blood pressure (Marieb and Hoehn 705).Type II diabetics respond well to exercise by becoming more sensitive to insulin- the hormone that lowers blood pressure. Exercise can also reduce â€Å"bad† cholesterol levels in the blood (the low-density lipoprotein [LDL] level), as well as total cholesterol, and can raise the â€Å"good† cholesterol (the high-density lipoprotein [HDL] level) (Marieb and Hoehn 943). Exerci se burns extra calories, increases metabolic rate (anabolic ally and catabolically), and increases enzymes which leads to weight loss. In addition, high levels of stress have been linked to weight gain.Whether it’s hitting the gym, swimming a couple laps in your pool, or even taking a brisk walk around your neighborhood, exercise improves mental health and helps prevent depression and anxiety. Exercise is a distraction that can get you away from the cycle of negative thoughts that feed anxiety and depression. When one is active, blood and oxygen flow to the brain are increased, growth factors that help create new nerve cells increase to promote plasticity, and chemicals in the brain increase that help cognition, such as, dopamine, serotonin, and glutamate (Physical Exercise, Web).As exercise is increased, energy levels and serotonin are increased, which leads to improved mental clarity (Sarnataro, Web). Studies show that exercise boosts activity in the brains frontal lobes an d the hippocampus. Doing something positive to manage anxiety or depression is a healthy coping strategy. Trying to feel better by drinking alcohol, dwelling on how badly you feel, or hoping anxiety or depression will go away on their own can lead to worsening symptoms. Self-esteem is defined as the experience of being capable of meeting life’s challenges and being worthy of happiness (Fresh, Web).Developing healthy self-esteem is a critical component of program aimed at self-improvement. In those who work out in the morning, endorphins, a chemical the pituitary glands produce, are released into your bloodstream, which can lead to a more energized day (Zelam, Web). After a long day at work, stresses and worries can accumulate inside you. Exercise right after work is the perfect natural therapy that can change your mood drastically. Daily exercise may give you the chance to meet or socialize with others.Just exchanging a friendly smile or greeting as you walk around your neigh borhood can help improve your mood. Meeting exercise goals or challenges, even small ones, can boost your self-confidence. Getting in shape can also make you feel better about your appearance. Teens that make exercise and physical activity a habit have a lot going for them, such as, high self-esteem, better grades, and abstinence. Nearly half of American youths aged 12-21 years are not vigorously active on a regular basis (Fitness Benefits for Teens, Web).Teens who exercise a minimum of 60 minutes a day are less likely to have heart disease, obesity, and osteoporosis as adults. Resistance and strength training exercises in teens is very important because it helps bone production and bone growth, which prevents osteoporosis. Many teens deal with skin problems, such as, acne and early signs of aging. Exercise mediates the production of testosterone-related hormones such as DHEA and DHT. â€Å"There‘s a lot of indirect evidence that shows that when you exercise your level of str ess diminishes.So your adrenal glands are producing less of these male-type hormones that are part of any acne flare-up† (Bouchez, Web). Exercise boosts oxygen to the skin; it also helps increase that natural production of collagen, the connective tissue that plumps your skin. Your skin color is also improved after exercise because of the increase blood flow (Fitness Guide, Web). A 2002 study by the National Academy of Health showed teens who did not exercise were five times more likely to engage in overuse of alcohol, drugs, and crime than those who were already committed to a regular schedule of exercise.Women who regularly participate in physical activity can reduce or improve symptoms of menopause, PMS, diabetes, as well as numerous other conditions. Pregnant women should also engage in exercise. Just 30 minutes of moderate exercise, three times a week, can help balance hormones, lessen morning sickness, prevent or manage gestational diabetes, and ultimately, prepare for l abor and delivery. Also, in women, estradiol and progesterone, 2 ovian hormones linked to breast cancer tumor production, are lowered in the body by exercise (Brotherston, Web).Fat is a catalyst in the production of estrogen. Exercise burns body fat and thus can decrease the rate of estrogen production. Sex plays a key role in exercise for men; the greater the amounts of testosterone circulating in the body, the greater your ability to build muscle, burn body fat, enhance athleticism, and perform like a champion in the bedroom (Stiefel, Print). Sexual function is affected by general health and the more you can do to improve your health with physical activity, the etter your sex life can be. Higher levels of testosterone lead you to wanting more sex. Frequent ejaculation boosts testosterone levels, which works your endocrine system (Stiefel, Print). Researchers from the University of Naples reported that lifestyle modifications, mainly a reduced calorie diet and regular exercise, imp rove erectile dysfunction in obese men (Bumgardner, Web). Millions of Americans suffer from illnesses that can be prevented or improved through regular physical activity.Basic knowledge of the anatomic, biochemical, and physiological changes that result from various patterns of physical activity (short and long term, sustained and intermittent, isotonic and isometric, low and high intensity) in persons of different ages is needed, as is a determination of whether a certain minimum-intensity threshold of physical activity is required for benefit (Fletcher and et al. Web). Exercise is the single best thing you can do for your brain in terms of mood, memory, and learning (Kotz, Web). Regular exercise is a critical part of staying healthy. Those who are active live longer and feel better.

History of Michigan 7th test Chap 18 19 Essay - 1530 Words

1.What triggered the Detroit Riots of 1967? A) The murder of Dr. Martin Luther King, Jr. B) The arrest by police of a bartender and 82 customers at a blind pig in the dilapidated, predominantly black 12th Street area. C) The decision by a white-owned corporation to close a grocery store on 12th Street--the only grocery store for miles around and one that catered almost exclusively to black residents. D) The killing of a black teenager by white police officers who mistook the youth for someone who had robbed a convenience store. 2.With performers like Stevie Wonder, Marvin Gay, the Temptations, and Diana Ross and the Supremes, Motown Records changed music history. Who founded Motown Records in 1959? A) Berry Gordy B) Smokey Robinson C)†¦show more content†¦In a bold stroke in 1928, however, Henry Ford with the assistance of his son, Edsel, introduced a completely redesigned car, which proved to be an instant hit with the public. Ford Motor Company was able to regain much of its stature as a leader in the industry. This popular new car was called the Ford ______________. A) Edsel B) Fordson C) Model A D) Model TT E) Crown Victoria 13.What is the oldest and largest wine producer in Michigan? A) St. Julians B) Ste. Michelle C) St. Clair D) St. Marie E) St. Bronte 14.In 1973, TIME magazine featured an article naming Detroit the Murder City and Crime Capital of the Nation because the city during the previous year (1972) had recorded the highest per capita murder rate in the country. How many homicides were committed in Detroit in 1972? A) 61 B) 601 C) 161 D) 401 15.By 1979, Michigan had emerged as the nations fourth largest producer of: A) potatoes B) grapes C) salt D) cherries 16.What Michigan politician became nationally famous as the Conscience of the Senate in the 1960s and 1970s because of his leadership in shapingShow MoreRelatedModel Thesis31971 Words   |  128 PagesClinefelter, Ph.D. Walden University 2010 ABSTRACT Customer Service Experience: A Quantitative Analysis of Frontline Employees’ and Customers’ Perceptions in the Fast Food Industry by William Yaw Adufutse M.S.A., Central Michigan University, 2005 B.Sc., Central Michigan University, 2004 Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Management Walden University August, 2010 ABSTRACT Many investigators have documented a continuingRead MoreLibrary Management204752 Words   |  820 Pages Robert D. Stueart and Barbara B. Moran Library and Information Science Text Series Library of Congress Cataloging-in-Publication Data Stueart, Robert D. Library and information center management / Robert D. Stueart and Barbara B. Moran. — 7th ed. p. cm. — (Library and information science text series) Includes bibliographical references and index. ISBN 978–1–59158–408–7 (alk. paper) ISBN 978–1–59158–406–3 (pbk. : alk. paper) 1. Library administration—United States. 2. Information services—

Theme Of Fences By Pat Mora - 929 Words

Pat Mora’s â€Å"Fences† is a delicate poem that deals with the timely issues of class divide and privilege. She begins her poem on a positive note, saying â€Å"Mouths full of laughter,† which creates this safe and harmless tone. The next line, she uses the word â€Å"turistas,† which is interesting; Mora uses a Spanish word (tourist in English) to indicate possibly the ethnicity of the speaker. It is not until the last few lines of the poem, however, when the reader can also detect the class and likely status of the speaker, when the speaker’s mother says, â€Å"It’s their beach,† after seeing the speaker’s younger sister running across the sand where the affluent tourists are. At only 19 lines, â€Å"Fences† is a relatively short poem, but Mora’s use of†¦show more content†¦The next six lines (or next sentence) heightens the living standards of the affluent tourists, which heightened the contrast betwee n living styles between the ‘turistas’ and the speaker. First, the speaker does not even see the tourists from a completely clear distance--she has to â€Å"peek† through the cactus fence. Here, the speaker sees how the women rub oil onto themselves that is â€Å"sweeter than honey† and children being playful, sipping on drinks with â€Å"long straws, coconut white, mango yellow.† This alone shows the options that these tourists have that may seem privileged to the speaker, for it was her and her family, there would only be plastic straws to basic drinks. The careful attention to what the tourists have and what they do (compared to the lack of attention in regards to the speaker) furthers the notion of class divide and status. Finally, the next six final lines of the poem explicitly show the class division between the speaker and the tourists. Mora states that, â€Å"Once my little sister / ran barefoot across the hot sand / for a taste† (13-16), she ends on a period, almost hoping that her sister would be able to run across the side where the rich tourists are, to perhaps play with the joyful children, to be equal to them; if the poem had ended here, it would have been difficult to identify an absolute interpretation of the class division and privilege (and to

Personal Narrative I And Run - 1871 Words

I and run. All I can hear is the snap of tree branches, dogs barking who I can’t tell if they’re chasing me or just off in the distances, and the rocks rolling down the cliff next to me hoping that I’m not next to roll down. As I keep running I feel my body slow down I became grow weaker every second. As I slow down I think to myself, I have to keep running I need to get out of there I can’t stand it anymore. Just escape and get out of the awful place. Many things happened to lead up to this point. I don’t like to look back on these awful times anymore. I’m finally getting over it and getting those thoughts out of my head, but I think it will be good to get them out and make my voice heard. It all starts with a warm, but a brisk†¦show more content†¦We sit in the apartment a while, well the kidnapper talks on the phone. I stand up and start heading to the bathroom. At this point, he gets up as he can obviously tell I have something in my pocket and he took it and kept it, and continued to talk on the phone very loudly and with no respect for us. He stops me and asks, â€Å"Where do you think you re going?† I explain, â€Å"I have to use the bathroom.† He hesitates for a second and says, â€Å"Alright make it quick.† I hurry off as I get into the bathroom there s a window. At this moment I decide to climb out and get out so I can know where I am to get the police to help all the other girls . I get out and hear the kidnapper yelling for me and that s when I began to run. I run faster and faster every second. This is when I realize I will soon become weak and not be able to keep running. I hear off in the distance loud crunching of the leaves and twigs breaking. I run hard and fast trying not to trip over the twigs in my path. I dodge most of them, but I hit the front of my foot off the front of a huge root and I twist my ankle. As I scramble to my feet it s too late, he has me again†¦ He starts yelling at me, but it’s in Spanish I have no idea what he is saying. I got one sentence he was saying and it was. â€Å"No te atrevas a hacer eso otra vez y si lo haces no quieres saber lo que sucederà ¡.† When I translated this I found out it means don t you dare do that again and if you do you don t want to knowShow MoreRelatedPersonal Narrative : I Run And Run1197 Words   |  5 Pages Kidnapped I run and run. All I can here is the snap of tree branches, dogs barking who I can’t tell if they’re chasing me or just off in the distances, and the rocks rolling down the cliff next to me hoping that I’m not next to role down. As I keep running I feel my body slow down I became grow weaker every second. As I slow down I think to myself I have to keep running I need to get out of there I can’t stand it anymore. Just escape and get out of the awful place. Many things happened toRead MorePersonal Narrative : I And Run1872 Words   |  8 PagesKidnapped I and run. All I can hear is the snap of tree branches, dogs barking who I can’t tell if they’re chasing me or just off in the distances, and the rocks rolling down the cliff next to me hoping that I’m not next to roll down. As I keep running I feel my body slow down I became grow weaker every second. As I slow down I think to myself, I have to keep running I need to get out of there I can’t stand it anymore. Just escape and get out of the awful place. Many things happened to lead upRead MoreAnalysis Of Scribner s Article, Scribner756 Words   |  4 Pagesand personal narrative. The whole class was thrown for a curve ball when we were assigned Knoblauch for our first assignment. After rereading the material a few times, I began to understand what Knoblauch was trying to convey to us. His argument states that there isn’t a definite definition of literacy. He breaks literacy into four different categories. Functional literacy, critical literacy, liberal literacy and cultural literacy. Out of all the categories, I connected to literacy as personal growthRead MoreStructure of Personal Narrative797 Words   |  4 PagesCLRC Writing Center Structure of a Personal Narrative Essay â€Å"Narrative† is a term more commonly known as â€Å"story.† Narratives written for college or personal narratives, tell a story, usually to some point, to illustrate some truth or insight. Following are some tools to help you structure your personal narrative, breaking it down into parts. The â€Å"Hook† Start your paper with a statement about your story that catches the reader’s attention, for example: a relevant quotation, question, factRead MoreAnalysis Of The Film Peppermint Candy809 Words   |  4 PagesIn Sopyonje, the narrative structure is linear, which the cause leads to the effect. Peppermint Candy narrators the personal narrative of Youngho by a series of episodic event. The episodic events are a chain of events that are linked through repetition of motifs, which is the scene of railway. The episodic events that follow are in reserves chronological order that highlights the personal narrative of Youngho and the national history. These episodic events are within a twenty-year time frame; henceRead MorePersonal Writing : Personal Reflection740 Words   |  3 PagesDuring the course of this semester, I wrote several essays, several of them being for English 111. The four primary essays I wrote for the course were on: the importance of truth, the time I almost died from an allergic reaction, a review of one of my favorite films, and a revision of the truth essay. In addition to my essays, I learned a lot from the peer reviews that the professor implemented as well. In writing the the first two essays, I found many improvements in my writing styles as a studentRead MorePersonal Essay On The Light In The Forest743 Words   |  3 Pagesa very important role on peoples’ lives. â€Å"Family isn’t just about whose blood runs through your veins. It’s about who never left your side, stood up for you, and believed in you.†- Adrian Brody. Not only does your family help you throughout your life, but they always believe, encourage, and support you regardless, even in difficult times. In The Light in the Forest, Mary Jemison’s personal narrative, and from my personal experience, there are many situations when your family never leaves your sideRead MoreRun Lola Run by Tom Tykwer888 Words   |  4 PagesRun Lola Run by Tom Tykwer is a stunning film incorporating an array of distincti vely visual features. Distinctively visual texts are designed to manipulate the way we explore the images we see and affects the way we make interpretations of the experiences we encounter in the world. The distinctively visuals represented Tykwer’s film, is significantly strong as unique images dominate the screen to create a thrilling and suspenseful film. The story is told through images, symbols and motifs as thereRead MoreIncidents in the Life of a Slave Girl by Harriet Ann Jacobs1671 Words   |  7 Pageshorrors slavery has instilled upon her and countless others of her kind. This is why I believe Jacobs uses a second persona in aiding her to retell her stories, which is an attempt to draw remorse and sympathy from her readers, as well as a way to unravel the truth behind slavery to those that overlook and accept it in society. In Jacobs’ Incidents in the life of a slave girl, Jacobs uses the maternal character and narrative aspect of a fictional slave girl to h ighlight, through the many angles, the effectsRead MoreTrip Reflection949 Words   |  4 Pagestrip may be the hardest part of the entire trip. Once you have your agenda everything else falls into place. In my trip, I had two other partners helping prepare for this spontaneous trip. Each of us had a specific duty when creating a section of the trip presentation and narrative. While creating this presentation I learned a lot about myself and about my partners as well. I believe when reading this the instructor will know that our team put in all a great amount of effort and worked efficiently

Marketing Communication Advanced Approach Towards Management

Question: Describe about the Marketing Communication for Advanced Approach Towards Management. Answer: Introduction Marketing Communication refers to the process of communication with target customers of the company[1]. The primary reason of marketing communication is to convey the message about the products and services of the company to the customers as well as to the stakeholders. There are various tools of marketing communication like an advertisement, public relation, personal selling, direct marketing and many others. Integrated Marketing Communication, commonly known as IMC, is the advanced process of marketing communication. IMC is an advanced approach toward achieving the marketing objective of a company by using the combination of integrated promotional activities. IMC evaluates the value of the marketing plans of a company and then make communication strategy to promote a particular brand[2]. This primary aim of the study is to formulate the Integrated Marketing Communication plans (IMC plan) of an Australian leading garments maker Country Road Group. The first part of the study is about the background of the company, their products and the marketing objectives. Then the very next part of the report evaluates the target market segmentation of the company. After that, the most important five communication or advertising objectives of the company has been developed. Then the ethical issue regarding the brand image creative advertisement has been recognized and discussed. The next part involves the development of the media plan of the company which includes the selection of the media vehicle. The media vehicle will help to achieve the marketing objective of the company. Lastly, a conclusion has been drawn based on the total study. Background of Country Road Group Country Road is an Australian retail company founded in the year of 1974. The company has its presence in other countries like New Zealand and South Africa. The parent company of Country Road is Woolworths Limited. Country Road is headquartered in Melbourne, Australia. The name of the managing director is Mr. Darren Todd and the name of the CEO is Mr. Matt Keogh. In the beginning, Country Road used to produce the clothes for the women. Right now, Country Road is Australias one of the major retail company which produces garments for children, men and women. The major product of Country Road is garments; apart from that Country Road also produces accessories and footwear for men, women and children. There is a portion o this company which produces furniture. In the year of 1998, Woolworths Limited showed interest in this company and acquired it. The current employee base of the company is around ten thousand. The primary objective all the company is to maximize the profitability by increasing the revenue. Country Road also has the same objective, but they want to achieve this objective by satisfying the needs of the customers. The marketing objective of Country Road group can be recognized by reading the vision statement of the company. As per the vision statement of the company, Country Road wants to become the omni channel market leader in Australia. That means the company wants to make available their products in every channel like online shopping, on call shopping and from mortal stores. At the same time, the company believes in innovation in their product so that their product can be the unique one in the market. Another objective of Country Road is to acquire the world class talented employee in their work force as they believe the employees are the heart of the organization. Target Audience Segment Analysis The primary requirement to develop any marketing strategy is to set the target audience that is to know who the potential customers of the company are. Target segmentation depends on the nature of the business. Thus, different companies have different target segment[3]. In the case of Country Road, the company has segmented their customers depending on various aspects like geographic, demographic, psychographic and behavior. These aspects are discussed below: Geographic segmentation refers to segment the audience by climate, size of the city or state and population. The clothes of both men and women vary depending upon the climate of the area. For example, the clothes of summer and winter are not same. Based on this factor, Country Road segmented their target audience and produces the products accordingly[4]. Demographic segmentation means to divide the target customer by age, sex, income, education, occupation and others. County Road has products for children, men and women and for all age group. On the other hand, they have some premium products for their premium customers. Country Road has targeted all income grope people so that everyone can buy their products[5]. Psychographic segmentation means to target the customers by social class, the personality of people, various lifestyles of the people and others. Country Road has specially customized clothes to cater to the psychographic needs of the customers. Some people want to wear clothes based on their moods. Country Road uses to analyze the various moods of the people and accordingly produces products[6]. Behavior Segmentation means to segment the customers based on various occasion and festivals. People like to wear new clothes at the time of festival and occasions. Based on that human character, Country Road produces clothes for people[7]. From the above discussion, it can be understood that Country Road has an excellent customer segmentation strategy that helps them cater to the various needs of the customers. Communication Objectives Every marketing strategy has some objectives behind it such as the objective of marketing strategies is to maximize the sales of the organization[8]. There are some specific objectives behind developing the communication strategy of Country Road Group. Three of those objectives are discussed below: The first objective is to develop the brand image of the company. Brand image means the perception of a customer towards the particular company. As the customers are the source of income to every company, it is essential to build a good image to the customers. In the case of Country Road, it is necessary that the company have a good brand image. Effective communication strategy helps to create awareness about the products of the company as the brand image will be good when maximum people will get to about the company[9]. The second objective is to promote the new products of the company. Once a new product is launched in the market, it needs proper promotion so that people can be aware of the product. Thus, the aim of the IMC manger will be to develop an effective communication strategy to promote the new product in the market. The profitability of the company will be higher when more people get to know about the product[10]. The third objective is to influence the buying behavior of the customers. The communication strategy should be developed in such a way that it can be able to change the perception of the customers towards the products of the company. The advertisement campaigns of the company should convey the message of the benefits of the products. Only then customers will be attracted towards the products of the company[11]. These are the main three communication objective of the company Country Road. The IMC manager should keep these factors in mind while developing the advertisement or communication strategy of the company. The profitability of the company will increase when more customers are influenced to buy the product of the company. Ethical Issues in Communication Objectives Business communication strategies or the advertisement campaigns are such an act that helps to create the brand image of a company[12]. Brand image is a crucial aspect in establishing the image of the company in the market. The brand image refers to the reputation, goodwill and logo of the company. There is various advertisement style of creative advertisement. They are Unique selling proposition style, brand image creative style, Resonance creative style, Emotional Creative Style, Generic Creative Style, Preemptive Creative Style and others. In the case of Country Road Group, the chosen alternative style of creative advertisement by the IMC Manager is the brand image creative style of the company[13]. Every business strategy must have ethics in it. The strategies can be marketing strategies, promotional strategies or communication strategies. Ethics is a must in every business strategies. Hence, there is no exception in the case of Communication or advertisement strategies. One of the major ethical issues in advertisement communication is the presence of a subliminal advertisement. Subliminal advertisement refers to the portion of the advertisement which is shown for a very little time but has a very inner meaning. That means by subliminal advertisement; companies are trying to manipulate the customers[14]. Many companies are adopting the strategy of subliminal advertisement. However, many companies and advertisement agencies are considering the practice of subliminal advertisement as a wrong practice of advertisement. Another ethical issue in advertisement is providing the wrong information through the advertisement campaign. There are instances of many companies which try to con vey the wrong message by their advertisement campaigns. This is an ill practice of communication campaigns. People are misguided by the false information provided by the company in their advertisement. This process creates a bad effect on the brand image of the company[15]. The IMC manger of Country Road must keep these ethical issues in mind while preparing the advertisement strategies of the company. The advertisements of the company should convey the right massage of the brand as well as should provide the correct information. Media Plan The crucial and most important job of an IMC manager is to develop the media plan of the company. The media plan involves the planning of advertisement vehicles to convey the message of the company to the customers[16]. In the case of Country Road, the objective of the media plan is to reach to the maximum number of people on a frequent basis. In this context, one of the most important aspects is the selection of the media vehicle. Media vehicle refers to the medium or channel by which the advertisement of the company will be done[17]. The chosen media vehicle for Country Road Group is all the local newspapers. There is a great significance of newspapers as the media vehicle of the company. The newspaper is such a medium which is available in every corner of the country and newspaper id the only media which is published on a daily basis. There is a relation between the chosen media and the three main objectives of the company. As discussed earlier, the three main advertisement objectives of the company are creating a brand image, promoting new products of the company and influence the buying behavior of the customers. All newspaper will have a one full page advertisement of the new products of Country Road. This process will create the brand image of the company as almost every people of the country read newspapers on a daily basis. On the other hand, the advertisement will make the readers know about the new products of the company and will convey the right message to the potential customers. Twenty-first centurie s is the era of internet and in this era newspapers are available in the form of e-paper in mobiles, laptops, computers, tablets and many others. Thus, by choosing the newspaper as the media vehicle, Country Road Group can reach to millions of people on a regular basis and at the same time the objectives of the companies can be achieved by these media plan[18]. Evaluation Process of Media Plan Every marketing strategy has success and failure. There should be one or a set of tools that will help to evaluate the effectiveness of the media plan. The best way to evaluate the success of the media plan is to adopt both qualitative as well as a quantitative method of evaluation. These two processes are discussed below: The qualitative method of evaluation has aspects. First of all, it should be examined that if there is any biases toward the advertisement. The tone of the media should be good. There should be a group of people in the organization who will look after the evaluation process of the media. The group will frequently examine about the coverage of the media that means whether the media is reaching to the potential customers. They will also examine that whether the people are getting the core message of the advertisement. On the other hand, it should also be analyzed that how the competitors are taking the advertisement promotion of the company. The team will also be responsible to take care of the number of advertisement in the newspapers[19]. Another way to evaluate the effectiveness of the advertisement campaign is the quantitative method of evaluation. This method helps to evaluate the effectiveness on the monetary basis. The first method under quantitative media evaluation is advertising Cost Equivalent method. Application of this method will help to measure the success of the advertisement campaign by the revenue earned. The next method is to judge the impression of the advertising campaign that is how many times the advertisement is seen in the newspaper. Another way of evaluation is to see how many times the name of the company and the main message of the company appears in the newspaper[20]. These are the methods by which the advertisement plan of Country Road can be evaluated. The qualitative method helps to evaluate the effectiveness by people whereas quantitative method helps to evaluate the effectiveness on the monetary basis. Both the methods are important tools for the evaluation of advertisement campaign effectiveness. Conclusion Communication strategy is the process of establishing the brand image of the company to the customers. However, establishing the brand image is not the only objective of it. There are various objectives and benefits of communication objectives. Integrated Marketing Communication (IMC) is the advanced version of communication strategies. IMC deals with the creation and implementation of the media plans of companies. In this study, the media plan of the Australian Company Country Road Group has been set up. Country Road is one of the leading cloths manufactures in Australia. The company has divided their target customer in for segments. They are geographic, demographic, psychographic and behavior. This is a unique strategy as this strategy has given them a better view of their potential customer base. After that, the three major objectives of the communication plan have been established. The objectives are establishing brand image, promoting products and influence the customers. Then the media plan of the company has been set and the newspaper has been chosen as the media vehicle. There is a direct relationship between the media vehicle and the objective of the company as the media vehicle helps to achieve the advertisement objectives by communicating the media plan with the potential customers. However, only setting up of the media plan is not enough. Evaluating the effectiveness of the media plan has the same importance as the setting up of it. There are two types of methods to evaluate the success of media plan that is a qualitative method and quantitative method. The quantitative method helps to evaluate the success on the monetary basis. In the case of Country Road Group, both quantitative and qualitative methods are suggested to evaluate the effectiveness of communication pl an. Thus, form the whole repot, it can be concluded that to establish the media plan of a company, the analysis of target segment and setting up of objectives are necessary. After that, there should be effective tools to evaluate the effectiveness of the plans. 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