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Knowledge Transfer Mechanism in the Multinational Enterprise Network

Introduction

Knowledge sharing is a two-way process. It can be a vehicle for trust, regard, and change. This critical review has demonstrated knowledge sharing even inside contending specialty units can create an upper hand. An association is an aggregation of information. A knowledge drove cooperative approach gives many advantages: it will propel the organization, draw in staff at all levels, and positively affect “all that really matters”.

Knowledge administration separated the nearby site from other corporate auxiliaries with the neighborhood site illustrating “best in class” comes about on its key execution markers. Reassuringly, there is adequate chance to enhance execution assist once information administration is completely installed as a business procedure over the association.

Recent ten years shows various productions managing transfer issues related to knowledge have been distributed in reports extending from Post-Communist, Conservative Biology, Economies, Youth and quarter of the European History focused to more business-related reports, for example, Research Strategy, Harvard Business Review, KM World, and Knowledge Journal Management.

For productive knowledge management (KM), it can be deal with the scan for “right” selective techniques and step by step procedures are significant. Although, the decisions made by this require a very much characterized scientific classification with clear ideas and terms. The substance and importance must be obvious and there ought to be no vagueness about the point when key ideas are utilized.

Despite the fact that this is without a doubt an alluring objective, it is not really the present situation with respect to usually utilized phrasing in Knowledge Management. Related to few of those cases, the creators utilize focal words conversely and with no alterations in refinement among them, what’s more, now and again without adequate clarification of from which point of view, the technical terminologies are used.

The primary part in managing the knowledge is to extent and create learning open which must be usable in organizations as well as between picked organizations. While assessing KM writing, there are a few terms that appear to be more focal and basic as compared to others. Let say, for knowledge based firm creation, the perspective, coordination, transfer, and also mix of learning makes aggressive preferences for different organizations (Ghosal and Moran 1996 (in Sambamurthy and Subramani (2005))).

Also when King (in Schwartz (ed.) 2006) nevertheless announced above, suggests the information exchange (KT) is a crucial procedure for human advancement and also it is integral to understanding that which one is from basic to advancement, for investigating the term “information exchange”, there is clear support.

Knowledge Transfer is now and then utilized reciprocally with information sharing (Jonsson 2008), so keeping in mind the end goal to investigate learning exchange, learning sharing (KS) ought to be disregarded. Riege (2005; 2007) also deals with the obstructions influencing the “Knowledge Sharing” and “Knowledge Transferring” that have gotten small consideration while they negatively affect KM and its potential outcomes to convey a positive rate of profitability.

Development of term knowledge transfer and knowledge sharing

The definition, source, and strategy for the term “Knowledge” in the fact from which it is increased has been examined by considering the philosophical verbal confrontations by Aristotle and Plato. It would, along these lines, recommend that the underlying rise of the terms originates from these exchanges and that the proposals on the best way to manage proficient and compelling information exchange and sharing has been continuous to a shifting degree of power from that point forward. The recurrence of the relations can be followed to binary distinct floods of research.

Out of which, the first one is in item development and novelty move writing in which the relationship, what’s more, correspondence among units have been taking into considerations (e.g. Allen, 1977; Clark and Fujimoto, 1991).

Although the second one relies on upon the works of Michael Polanyi and the terms implied and express learning. In a convincing Harvard Business Review article, Ikujiro Nonaka addresses the issues of KT and KS, notwithstanding the way that he doesn’t state them explicitly. He communicates “Unequivocal data is formal besides, efficient. Along these lines, it can be easily passed on and shared” (Nonaka, 1991: 98).

Later in a comparable article, he says “This makes a “run of the mill scholarly ground” among laborers what’s more, in this way supports the trading of inferred data.” (Nonaka, 1991: 102).

Both the streams have, to some degree, united after Nonaka‟s one of a kind article. Since that article and later articles and books by him, (for instance, Nonaka and Takeuchi, 1995), in which they say that KS is an essential stage in KT) have unequivocally influenced the investigation gathering, we consider this to be the starting stage for the reemergence of KT and KS as we presumably am mindful them today.

Starting now and into the foreseeable future, the terms have developed a tiny bit at a time and extensively. At to begin with, the terms were used proportionally (e.g. Badaracco, 1991; Hansen, 1999) however as of late there has been an advancing separation between them, which we will show in the going with portions.

1.2 KT development

Since the principle years after its reemergence, KT was by and large treated as per the possibility of the data based theory of the firm (Kogut and Zander, 1992; Grant, 1996). A champion among the most consistently alluded to scholars here is Szulanski, who in different books and articles has developed the possibility of KT, especially as for intra-firm learning. His underlying work clearly communicates that data is seen as a firm‟s stock (Szulanski, 1996).

Since the late ’90s and mid ’00s, the focus inside this locale remains on the imperative level with makers who address the point of the piece of frailties in sharing and learning over affiliation subunits (Hansen, 1999), other individuals who focus on intercorporate data streams inside multinational endeavors (Gupta and Govindarajan, 2000) and other individuals who consider claim to fame unit headway and execution (Tsai, 2001).

One discernible extraordinary case is the time when the mental and sociological parts of this issue unite into the investigation stream when the effects from outward and trademark motivation in individuals on KT inside a firm are mulled over (Osterloh and Frey, 2000).

Till this day and age, there is a change from reasonable and hypothetically arranged research towards all the more exactly focused research. Paulin (2002 and 2006) thinks about KT forms in the car industry with a specific concentrate on the generation procedure confirmation handle. Schlegelmilch and Chini (2003) display a writing audit in which the writing alluded to (for the most part from 1997 to 2002) prevails fundamentally toward observational reviews.

Recent researches on knowledge exchange still adjust to the larger amount of investigation. Both the research journals Easterby-Smith, et al. (2008) and van Wijk, et al. (2008) have a reasonable concentrate on intra and/or between authoritative knowledge exchanges.

In any case, Easterby-Smith, et al. (2008) recognized different request of both speculative and conventional monstrosity to the recurring pattern investigate the matter inside the zone of between progressive learning move and in their question “How does the method of learning trade spread out at different levels of examination?” they in like manner open up for examination on the individual level. This redirection from the rule track is continued by Liyanage, et al. (2009) when they express that “data trade is the vehicle of getting the hang of beginning with one place, individual or ownership then onto the following.” (Liyanage, et al., 2009: 122).

KS development

The early work that was presented by Nonaka‟s HBR article, KT and KS is used alternately with power towards KT. One maker that grasps the term KS is Appleyard (1996). Here, she fuses both connections on the business level of participation (by taking a gander at KS in the semiconductor business with KS in the steel business) and on a national level (Japan is appeared differently in relation to the US) using solitary respondents. Diverse researchers in a comparative stream are Dyer and Nobeoka (2000). Their revelations consolidate the declaration that Toyota’s relative effectiveness great conditions are cleared up to some degree by their ability to make and oversee sort out level KS shapes.

Diverse perspectives that are strong in the KS stream of research are the mental and the sociological. Cabrera and Cabrera (2002), for example, fuse the mental thought of social issues while examining the inclination of individuals to bestow data to various individuals in spite of the way that the association that they work for has placed assets into specific advancement to enable such getting the hang of sharing.

Fernie, et al. (2003) has a strong comprehension on individual information. They battle that data is exceedingly individualistic and that it is introduced specifically social settings. This article is a fair instance of within learning sharing that is focused on the individual level – setting, especially on the subjective data. Another instance of this stream is when KS between individuals in affiliations is investigated (Ipe, 2003). Here, four principle contemplations that effect KS are perceived: 1) The nature of learning, 2) The motivation to share, 3) The odds to share and 4) The lifestyle and the work condition.

In a current distributed articles, an entire and exhaustive review of articles on individual-level data sharing is presented (Wang and Noe, 2010). They express that their article is the first to productively inspected singular learning sharing and that past explores have focused on inventive issues of data sharing or data trade transversely over units or affiliations, or inside between various leveled frameworks.

Barriers to knowledge sharing

Through expert experience, it is desirable that the people should have a tendency to promptly recognize obstructions to doing their employment and on account of this exploration would express reasons why hindrances exist in learning. A target of the critical research exercise was to progress proficient practice inside the association. Information boundaries ought to be caught on furthermore, where suitable evacuated if change in a specific region is to be accomplished. Thought was given to the accompanying to decide the effect of learning sharing (Reige, 2005)

Integration of a learning administration system into the Corporation or Sites’ objectives or vital approach might miss or misty
Lack of initiative and course as far as plainly conveying the fundamental estimations of learning sharing practices
Existing practices, arrangements, methodology, culture may not be helpful for learning sharing
Internal intensity inside specialty units, useful zones and backups can be high
Hierarchical association structure restrains or backs off most sharing practices
General absence of time to share learning
Apprehension of dread that sharing may lessen or risk individuals’ professional stability or, then again progression While these are all contemplations and all do exist at some level, they were most certainly not considered to be superseding or restrictive of the learning sharing procedure.

The Knowledge Organization

Foss and Pedersen (2004) guarantee that there is an absence of comprehension of how hierarchical configuration issues identify with learning forms in multinational enterprises. Simonin (1997) analyzed regardless of whether organizations can create specific information by means of experience and after that utilization this information to get further advantages. Simonin’s (1997) comes about demonstrated that organizations do gain, as a matter of fact, predominantly identifying with cooperation.

Becerra-Fernandez and Sabherwal (2003) express the effect of information administration heights from people to people and after that to the whole association. Sandrone (1995) expressed all workers have suggest information of occupation conditions and are along these lines ready to make helpful commitments. This has been developed much further to propose certain parts of business that have been moved toward becoming ‘individuals driven’ because of both the knowledge develop and the mechanical intends to exchange data and information.

Keller (2003) contended the fact which was at that point when President of the University of California, Clark Kerr amid his Godkin Lecture of 1963, battled new information that had step by step turned into the key charge in the development, change for a “country’s wellbeing, military, financial aggressiveness, imaginative magnificence, social concordance, and political solidness”.

Knowledge administration frameworks are thought to be best in class advancement (Adams and Lamont, 2003). Dish what’s more, Leidner (2003) examine how an information administration framework must be deliberately outlined and executed. Alavi and Leidner (2001) state how authoritative and administration rehearse has turned out to be more learning centered.

As an association assembles and extends its learning base, it fabricates its scholarly capital furthermore, subsequently upgrades its upper hand. Information turns into an aggressive resource, particularly learning, which is firm particular, private information, specifically licenses, copyrights and “mystery” systems (Bailey and Bogdanowicz, 2002).

In any case, as best practices progress toward becoming dispersed inside an industry, they wind up noticeably open information (Matusik and Hill, 1998). As people in firm follow particular prescribed procedures, such learning ends up plainly versatile. It is a piece of a person’s and in addition a company’s human capital.

Literature Review

This is a critical literature review based on the published research journals about the knowledge mechanism in multination enterprise.

Multinational knowledge and Subsid

One research stream concentrates on the part of separation in information exchange or all the more extensively on its part in inter-organizational connections. Thinks that have been investigated the impact of separation on correspondence and trust in multination enterprises (Kashlak et al. 1998; Luo 2002), cross-fringe securing execution (Reus 2012), obtaining, what’s more, joint wander mix forms (Brock 2005; Hsieh et al. 2010; Uhlenbruck 2004) and regionalization (Williams and van Triest 2009).

Let’s get to the fruition on the effect of division on learning trade and between hierarchical associations have, not just this, it likewise highlighted the negative effects of partition (e.g. Dinur et al. 2009; Reus and Rottig 2009). In real, only two audits found that social detachment had a useful result either on information trade (Sarala and Vaara 2010) or on the between hierarchical relationship (Reus and Lamont 2009).

Sartor besides, Beamish (2014) found both positive and negative associations between different institutional partition estimations and various leveled control. Finally, a couple looks into found no effect of social partition (e.g. Cui et al. 2006; Park et al. 2012). Subsequently, it creates the impression that, practically identical to look at tending to market decision, an unmistakable plan ascends for the negative effect of partition – in particular social detachment – on data trade, likewise, between hierarchical associations. Additionally it must be stressed that most of studies focused on social separate to the inconvenience of other division estimations.

Accordingly, there is extraordinary requirement for more research investigating the impacts of different separation measurements on information exchange and inter-organizational connections.

Different ways of knowledge transfer mechanism in Multinational Enterprise and Subsidiary

I already clarified that the consideration towards the auxiliaries may influence the entrepreneurial procedures of the said auxiliary and its execution thusly.

Presently, we ought to know how these practices could give great conditions to the Multinational with everything taken into account. As I would see it, we should find the suitable reaction through those instruments, assumed by the written work as data trade.

The information exchange instrument strategy has been a subject for a couple surveys. It is insipidly observed as the improvement of learning inside the net. Specifically, it is the know-how and information shared between each unit of an affiliation (Appleyard 1996; Gupta and Govindarajan, 2000; Shulz, 2001; Tsai, 2001). In this recommendation, I suggest the definition refered to by Szulansky (1996:28). He battles that learning trade is a dyadic exchange of learning between a source and a recipient unit.

As Ciabuschi (2004) states, headways nowadays are deficient to redesign the force of an association if they are not shared all around. Those trades are genuinely troublesome and costly: Von Hippel (1994) used the modifier “sticky” to describe each one of the systems that occur with regards to the data trade or basic considering. The maker communicates that those frameworks are fundamentally held in one single zone, and just from time to time ventures are rolled out to look for after improvements or more adequacy in those said practices.

Data transfer is a sensible opportunity to improve the general execution of the MNC (Barlett and Goshal 1989; Kogut and Zander 1992; Szulanski 1996; Tsai and Goshal 1998; Gupta and Govindarajan 2000; Foss and Pedersen 2002), yet it can’t exist without the closeness of structures what’s more, frameworks that engage and support the procedure.

2.3.1 HQ attention given to the Subsidiary

According to (Michel Mazzoni, 2011), the consideration is characterized as the commitment to the general advancement of the backup given by the HQ, we centered our inquiries concerning the sum, sort and recurrence that assets, for example, money related, good or scholarly, are given by the Italian Multinational to the auxiliary.

Moreover we likewise needed to make sense of on the off chance that they know about any sort of reward as result for getting great outcomes, for example, rewards, open honors or affirmations.

2.3.2 Innovation and Subsidiary’s Performance

When they began discussing development, we generally needed to clarify that by that term they don’t just proposed new items or R&D. They really implied every one of the practices, forms and adjustments created by the auxiliary that are extensive novel to the organization.

It may be the adjustment to the Swedish market of an officially existing item, a different way to convey the items, managing providers and clients, how to confront strategic issues or finding any best hones that have all the earmarks of being more effective for the backup. (Michel Mazzoni, 2011).

They then asked whether those developments brought results, for example, budgetary ones or as a general development of the backup as far as learning and productivity and how they made sense of it.

2.3.3 Flow of knowledge between HQs and subsidiaries and between subsidiaries

According to (Michel Mazzoni, 2011), they began managing the information exchange segment of the meeting. We got some information about the way and the repeat they grant information to the headquarter starting from a general viewpoint (workshops, email, telephone and social events) and getting a perpetually expanding number of unpretentious components concerning the way they team up with the HQ about organizing and decision techniques.

We moreover understood that various MNCs have started using mechanically pushed IT System remembering the true objective to deal with the gathered learning stream (Ciabuschi, 2003). We thought it was authentic to ask the interviewees if they have any and why.

To comprehend the learning streams amongst HQ and auxiliaries we chose to center, as a first approach, on how the correspondence is directed – how and how frequently they convey and about what.

2.3.4 Overall performance of the multinational enterprises

Upsides of the knowledge sharing was in the end calculated by making inquiries with respect to the likelihood that those prescribed procedures, development or thoughts were contemplated from the HQ and after that mutual inside the MNC‟s net. In addition, we were likewise keen on comprehension the singular view of the chiefs about the information exchange components, inquiring as to whether any issue happened and which was surely their own fulfillment.

It would have likewise been fascinating to meet the HQ general administration about this subject at the same time, because of absence of time and assets, we were not ready to reach them. In any case I discovered a few truly fascinating data from the backups administration. (Michel Mazzoni, 2011)

In particular, I solicited whether any sort from neighborhood advancements, finest observes or queries about actually exchanged to the HQ. Along these lines, it didn’t concentrate on the kind of development itself, however in the way the HQ acknowledges it. Furthermore, I was keen on seeing the way that HQ sees the data and in what way it reinforces it or discards it.

2.3.5 Level of the HQ attention to the subsidiaries

In (Michel Mazzoni, 2011), they at first focus our energy on the level of thought given by the HQ to the helper. They on a very basic level need to fathom to which degree the Italian-based HQ gives any kind of resources for the Swedish reinforcement in order to propel the change of improvement and best practices. By resources we don’t imply simply budgetary ones, yet we also consider intangible ones, for instance, “insightful assets”, time, and affirmation.

They met with Company A battled that the HQ does not normally give financial resources of any kind except for from rebates for some promoting operations or business practices.

What’s more he also communicated this reimburses are given reasonably direct. Startlingly, the helper acknowledges an anomalous condition of steady sharing of data, advancement and organization in demand to develop new plans or general activities.

For Company B the situation is fairly uncommon, the HQ gives enough respect for the helper yet only for reasons regarding the compass of targets. For various practices the thought level is lower and they don’t slant high measures of time therefore. (Michel Mazzoni, 2011),

The thought for Company B sways in the midst of the year and the interviewee ensures that the thought depends on upon the goals come to. The more targets the reinforcement accomplishes, the less thought the HQ accommodates the helper besides, the a different way. In any case, for what regards the progression and change of improvements and also best practices the thought is lower or non-existent.

Organization C situation is somewhat particular. The HQ thought is to an awesome degree low concerning each day operations. Out of the blue, the HQ tends to give higher thought regard to more vital endeavors. In any case, for this circumstance the Italian organization tends to wander out routinely to the Swedish reinforcement to amass information and perceive how practices are directed.

This immediate contact may not be adequate for a perfect thought yet rather it proposes, as communicated by the Manager met, an awesome level of support between the HQ and the reinforcement. (Michel Mazzoni, 2011),

2.3.6 Degree of Liberty held by Subsidiaries

As per (Michel Mazzoni, 2011), Depending upon the essentialness or radical level of the decision or the change completed by the helper, each one of them need, as an essential, the underwriting by the HQ. For instance, Company A has free decisional control as for the choice of suppliers, outsource of co-appointments, framework of business practices at neighborhood level, esteem exchange with customers, generation of post arrangements channels, unmistakable confirmation of new customer sections.

On the other hand, it needs the last support concerning the contracting of new delegates, remunerations and prizes, all the advancing structures (not to undermine the brand picture), re-esteeming and re-alteration of things to adjacent needs and acquisitions.

Notwithstanding the underwriting need for some business sharpens, the interviewee feels that the HQ genuinely takes each one of his suppositions and suggestions into thought. The HQ, frankly, respects the importance of the auxiliary’s part and makes its boss being proactive and determinant for the conduction of the practices. (Michel Mazzoni, 2011).

The case with Company B is fairly phenomenal as the interest for underwriting is for the most part more formal and bureaucratic. Other than critical suggestions which require point by point procedures for achievement, the different sales need to take after strict guidelines and timing given by the HQ. Additionally, due to the high forcefulness of the market, the insecurity of the costs of unrefined materials and the too much confounding and wide structure of the MNC, the HQ portrays a strategy completely in light of the achievement of fiscal destinations and offering volumes. (Michel Mazzoni, 2011).

Notwithstanding the managers of the assistant acknowledge for the most part high decisional control concerning the conduction of the association. For example, due to the on-going cash related subsidence, they anticipated that would make cuts in the backup’s structure. They decided to solidification two divisions of the reinforcement: customer organization and get ready. It wound up being a successful choice as the customer advantage division could set up the agents due to the cognizance of customer needs and issues of declare. (Michel Mazzoni, 2011).

Organization C, when stood out from interchange assistants, has the most essential level of decentralization. They acknowledge high decisional control with respect to advancing endeavors, web promoting, thing modifications, esteeming, enrolling and get ready, regardless of the way that they are obliged to imply a substantial segment of their key courses of action to the executive of Northern Europe and, discontinuously, to the top managers of the association. (Michel Mazzoni, 2011).

2.3.7 Knowledge transfer and communication inside the multinational enterprise

2.3.7.1 The Formal Communication Channels

As indicated by (Michel Mazzoni, 2011), the formal correspondence channels are made by the HQs to give a comparative sum and nature of picking up sharing to each reinforcement.

The formal correspondence coordinates are the same in each MNC conversed with; they essentially include in huge social occasions for each region, for instance, yearly get-togethers, quarter get-togethers, month to month get-togethers and semester get-togethers. The objective is to improve and share best practices, new creation limits, new markets entrance practices, et cetera.

Also, they are in like manner proposed to make a net of associations between chiefs in different countries. This would allow a prompt contact for future getting the hang of sharing inside the MNC.

According to the interviewees, one of the rule focuses of the customs, social events, fairs, and other formal channels is to make associations and, through that, trust between different administrators. Those correspondence channels allow limit social affairs of people to work together with each other in a compelled extent of time. (Michel Mazzoni, 2011)

Various kind of social affairs exists. Yearly social affairs concern normally general executives in the HQ a couple times each year, all around for business reports. Quarter social events generally concern a reduced number of countries and normally they are neighborhood get-togethers. Amid those social events, countries from the same land district meets to demonstrate their activities and practices grasped amid the year.

Finally, we found that every association has its own specific standardize practice to pass on specific necessities to the HQ. This is, for example, gotten for enrolling shapes, techniques for achievement presentations what’s all the more, any kind of sales or prerequisites asked for by the reinforcement. This standardized practice allows the HQ to comparatively survey the request of each reinforcement.

The cutoff purposes of formal correspondence channels ensured by the interviewees – the high cost of affiliation, the time spent to travel and at beyond what many would consider possible the probability to wind up noticeably more familiar with the entire potential framework instigate the generation of an easygoing correspondence channel, worked all together to evade the HQ insinuating particularly to various backup’s chiefs inside the MNC‟s organize. (Michel Mazzoni, 2011).

2.3.7.2 The Informal Communication Channels

As indicated by (Michel Mazzoni, 2011), Informal correspondence channels are created by the reinforcements as alternative correspondence strategies to improve their ability to oversee step by step issues and to manufacture their flexibility face to the HQ.

In all reinforcements, the standard easygoing channel used, to avoid the HQ, is the helper to-reinforcement contact. The Company B‟s director gave us one case concerning this issue. The HQ had presented another IT-structure specifically helpers yet one of these reinforcements arranged in Eastern Europe had a couple challenges using the new programming. After a couple of correspondences with the HQ, they reached another helper in Western Europe to deal with their issues. As opposed to sitting tight for the HQ to make a move, surmising time delays, they needed to evade the HQ and contact particularly another assistant.

Another easygoing correspondence channel is generally in light of composed contact among administrators. Association A‟s interviewee gave us a few information about this stress. The chairman contacts its accomplice in another Country to get to specific information that would take extra time through the HQ. The interviewee ensured that the probability to get to specific data in different reinforcements with different goals is almost the sole approach to share information, in view of the need of learning trade parts inside the MNC.

For example, specific conclusions, for instance, equipment or era techniques is troublesome accessible through the HQ however by achieving the creation plant they can deal with issues snappier. Giving better customer advantage.

One of the practices includes in building singular associations among reinforcements chiefs. Through that, correspondence is quick and the danger to by-pass the HQ is high. Organization A’s boss communicated that the individual contact with various reinforcements managers is basic for their work.

There are assorted ways to deal with make frameworks, however the essential strategies that allow it are the social affairs called by HQ. The fundamental obstacle is that not everybody can go to them because of physical, time and cost objectives.

Enhancing Knowledge Transfer

Experts have endeavored to propose some control techniques that a HQ may grasp to overhaul the learning exchange component.

Social Interaction

Information outpourings may be proficient through various leveled socialization, for instance, a headway of a social part that improves the generation of heightened and pleasing HQ-reinforcement relationship (Tsai and Ghoshal, 1998; Tsai, 2001; Ghoshal and Bartlett, 1988).

Trust

“Trust, by keeping our minds open to all affirmation, secures correspondence and trades” (Misztal, 1996:10).

Trust is in like manner a critical part that enhances the data trade. Examiners conceptualized it as an essential part to finish intra-and between various leveled joint effort (Smith et al, 1995) and encourages the sharing of academic capital (Nahapiet and Ghoshal, 1998).

Implying Knez and Camerer (1994) and to Kramer, Brewer and Hanna (1996), Nahapiet and Ghoshal (1998) total trust may be seen as an “expectational asset” to rely on upon and to update investment and coordination.

Conclusion

Amid the review, it can be said that couple of information sources and segments impact the path for a compelling data trade inside the MNC. Composing credits issues concerning the learning trade insinuating motivational and enthusiastic factors (Szulanski, 2006). Not simply learning is “sticky” (Von Hippel and Tire 1994), moreover boss may consistently be narcissistic and enthusiastic and they need to go over the wheel rather than use what someone else starting at now created.

Numerous factors happen. Both Subsidiary and HQ have their own particular needs and longings. On one side, HQs tend not to recognize musings that don’t begin from the top and, as a result, reinforcements are on edge and don’t authenticate their entrepreneurial effect as much as they could (Birkinshaw, 2000).

In our cases, managers know the centrality of the learning trade inside the affiliation, in any case they every now and again observe their errands as the accomplishment of given targets. In any case, it is the HQs‟ undertaking to enhance those segments remembering the true objective to stimulate the picking up overflowing.

Pros have proposed control methods that support this technique. For instance, Ghoshal and Bartlett (1988) confirm that social joint effort and regularizing coordination improve the HQ-assistant support, and in addition gainful reward and persuading power structures (Szulanski, 2006).

As confirmed in our review, trust is a basic segment without which the correspondence and learning sharing are avoided and the general favorable position of the MNC is minor (Nahapiet and Ghoshal, 1998).

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The Hospitality Industry: Strategy for Global Meetings and Events

1.0 Introduction

The hospitality industry is competitive today. Factors such as globalization and the internet are increasing the demand for hospitality services. Organizations in the hospitality industry are implementing various strategies to attract customers and gain a competitive advantage. Olympia London is a conference center, exhibition center, and event space. The company has shown drastic financial improvement in the last three years.

The financial crisis affected the economy of United Kingdom. Many companies performance was negatively affected by Olympia. Olympia has experienced hard financial times since 2008, but it has started showing an improvement. Olympia must continue improving financially and generate huge amounts of profits. It must continue to be financial sufficient. Olympia is facing stiff competition from other exhibition and conference centers in London and around the world. Olympia was established 130 years ago.

It is one of the oldest exhibition centers in London. It has a lot of experience, but competition poses a great threat to the company. Olympia must make use of its years of experience and competencies to gain an edge in the market. Being one of the oldest companies, it must start looking at the bigger picture and start targeting new markets. To gain a competitive edge, the company will now employ the concept of strategic management. Strategic management focuses on establishing a game plan for winning the market.

Strategic management ensures that a company outwits the competition, and attracts new customers to increases market share. The company must come up with an effective strategy that inspires and informs the actions of the management team and mobilizes employees. The strategic plan comes up with the long-term direction of London Olympia and indicates how the company will gain a competitive edge to become the leading organization in the next five years.

2.1 Vision

Olympia London strategic plan vision is to be industry champions and continue providing clients with extraordinary moments through innovation. The vision statement indicates the plans of the company in the next five years. The vision statement indicates that the company plans to be the pace setter in the industry ( Shahmehr & Safari 2014). It is focused on improving customer experience to become the leading company and bring in new ideas in the hospitality industry.

2.2. Mission

The mission statement is to pursue new opportunities that reward the stakeholders. The company will be driven by its core values, and it will be committed creating an extraordinary experience to guest, clients, employees and community. The mission statement includes the various stakeholders of the company. It indicates that the company will focus on improving the welfare of the employees and the community. It brings the social responsibility aspect of the organization. Additionally, it indicates the commitment of the company to provide customers with good customer care services.

2.3 Values

Innovation

Olympia London encourages innovation through teamwork. The company will encourage the generation of new ideas that will not only benefit the company but the hospitality industry as well.

Pride

The company plans to become the pride of London. The company strives to be the best and contribute to the development of London through economic benefits.

Integrity

Olympia London holds stakeholders accountable for actions. Integrity is a core value, and all stakeholders are expected to uphold integrity in all activities.

Consistency

Olympia provides customers with similar quality products. The company services are consistency, and all focused towards creating extraordinary experiences.

Community

The company understands the importance of local community. The company will give back to the community by participating in various community development programs. Additionally, it is committed to sustainable development hence it is at the forefront of environmental protection.

3.0 Strategic Direction

Strategic direction indicates the position that the company plans to be in the next five years. When developing strategic plans, it is important to come up with a solid strategic direction in order to identify the right strategic options to achieve the goals of the plan.

In the next five years, Olympia should be financially sufficient. Olympia financial performance brings out certain concerns. The company made losses from the year 2006 to the year 2012. In the duration of six years, the company registered huge profits after tax. The company needs to understand the factors that caused poor financials. Additionally, it is important to understand the reasons the company took a long time to recover.

One of the factors that have caused poor company financial performance is economic conditions in the UK. Rise in in interest rates, and inflation rates have caused the cost of living to be very high in the United Kingdom. The high cost of living discourages people from choosing London as the destination to hold meetings and conferences. The hospitality industry has experienced a reduction in demand for conference services in the United Kingdom.

Low sales caused the company to perform poorly. The company internal processes contribute to poor financial. The company is largely financed through loans. The company has a high gearing ratio of 19 indicating that a large part of the company assets are financed through debt. Relying on debt puts the company in a risky position. The company is affected by changes in interest rates.

High interest rates increased the expenses of the businesses reducing profits that the company would have otherwise enjoyed if it had used different sources of finance. The company is now recovering, and it has shown a drastic change in financial performance. For instance, the profits of the company drastically increased from 1,822,000 in 2013 to 45,383,000 in 2014. The changes indicate that the company is in the right financial direction.

However, Olympia must ensure that in the future it is financial sufficient and it is not susceptible to change in the economy and environment. The company will identify new sources of finance. In the next five years, the debt of the company should be lower. The company will now focus on suing equity to finance products. The company can raise more equity issue shares in the stock market. It can become a publicly traded company to increase equity. This way the company will not rely on debt as it will raise a huge amount of capital that can finance long-term investments.

Olympia will be a leader in the convention industry in London in next five years. Olympia can make use of SWOT analysis to gain a competitive edge in the market. Based on SWOT analysis; the company strengths include space, location, and strong brand (Anton, 2015). To top it up, the company has years of experience. It has operated in London for 130 years making it the most experienced exhibition centers. The company designs make use of historical architecture making it an attractive site for clients. London is a city that appreciates culture and history.

Art and culture are an important part of life. Olympia needs to market itself as a company that supports culture and art in London. It must inform customers how the business is a representation of London ways of life. As a result the company will appeal the population and encourage people to use the facilities. The company must take advantage of the opportunities that the market is offering. It must take advantage of the rise in demand for conference centers. The organization can expand its services to ensure that consumers can easily get a conference center.

When businesses are planning events, they are forced to make bookings ahead of time to ensure that the venue is secured. Olympia can increase its capacity to ensure that business can get location even on short notice. Increasing the capacity will reduce the chance of the place being booked to capacity and the organization will always have space to accommodate many conferences and exhibitions (Antràs & Chor 2013).

The company must deal with weaknesses to improve performance. The company must address the change in leadership. The company must ensure that the change in leadership does not interfere with the performance of the company. The change should be managed by involving various stakeholders and communicating the goals of the change to them to ensure that they embrace the change.

Lastly, Olympia must minimize the impacts of threats. The company must ensure that it has put the right security measures. It should start conducting comprehensive background checks of employees. Additionally, it should strengthen security by increasing surveillance system, training employees on security threats, and continue working together with local law enforcements.

In five years, Olympia should offer improved customer services. In the hospitality industry, customer experience is determined by the quality of services offered. Olympia can make use of various models to improve customer services. The company will use the events came model to improve customer experience. So far the company has used various eventscape variables to improve customer services the company has established spacious conference halls, it provides ample parking space, and considers people with disability.

The company must continue to implement new variable to improve customer service sin the next five years. Adapting new and improved technologies will play a great role in enhancing customer experience. There is an increase in demand for digitalized exhibition centers. Young people want to visit an exhibition center that is digitalized. The company must start taking a holistic and comprehensive view of the customer service journey.

Olympia will now start being involved in all experiences of customer beside events. It will be more involved in the travel plans of customers to look for ways to reduce psychological and cognitive costs. The company will also be involved in accommodation and catering of customers. Olympia will have to develop restaurants and increase accommodation facilities to ensure that it can provide customers with a holistic experience.

Olympia should have brought numerous economic benefits to United Kingdom economy. Improvement in customer service and financial capabilities will attract customers from all over the world. Holding international events will bring people from outside the United Kingdom. The people will demand for services in the hospitality industry such as catering, accommodation and entertainment services.

Olympia will create jobs and also create new jobs in the hospitality industries. The retail industry will gain from the new customers, and it will create new jobs opportunities. Olympia improvements will contribute to lowering the high rate of unemployment. The company will increase social responsibility activities. Currently, the company is involved in sustainable development. It encourages the use of public transport to save on energy.

Additionally, the company encourages employees to save water and electricity usage in the company. The company must increase social activities. It can start supporting artist from less fortunate families to enhance exhibition centers (Jennings 2014). It will open up exhibition centers to young and upcoming artists and allow them to sue the centers at a low cost.

4.0 Strategic Option

Strategic option indicates the game plan that the company will choose in oder to gain a competitive advantage. Olympia London will make use of combination of Porters generic strategies and Ansoff growth matrix to achieve objectives. The first strategy is cost leadership. Based on Porters five forces model, cost leadership will be an effective strategy. It will minimize the threat of new entrants.

By lowering prices, Olympia will deter potential entrants from entering the market. New entrants will not be able to provide quality services at the low prices. Additionally, lower prices will give the company a competitive advantage. The companies will offer better price compared to competitors attracting many customers. The low price will defend the company from threat of substitution.

Olympia should focus on lowering service prices. The company can manage to lower its prices through partnering with suppliers. Partnering with suppliers will enable the company to get supplier at low cost hence it lower services prices to attract consumers.

The second generic strategy that the company will use is differentiation. Olympia will focus on adding certain values to its services to differentiate services from competitors. The company will differentiate its products by giving services a technological advancement touch. The company will adapt new technological system that will enable the company to continually adapt new technologies.

Additionally, the company can differentiate services by providing combination of services in one destination. It will develop free space and build restaurants and accommodation services to ensure that customers can use the same facility to get all service that they need. Differentiation will improve the performance of the company (Hill et al. 2014). It will lower the threat of substitution by ensuring that customers enjoy the attributes leading to customer loyalty.

Customer loyalty will reduce the threat of new entrants. Unique service attributes will enhance brand loyalty and customers will be willing to purchase the service even at higher prices reducing the threat of competition.

The third strategic option the company will use market penetration. Market penetration focuses on improving existing market. Olympia must increase its market share in the United Kingdom. Olympia intends to attract young consumers in the United Kingdom. The young population is increasing around the world hence it is very important to target the young clientele.

The young people have been brought up in era of technology (Mok et al. 2013). They are looking for flexible businesses that have embraced technologies. The company must start embracing the increasing demand for the new technologies. It must adopt interactive technologies.

The fourth strategy is market development. Olympia must start identifying new markets to increase customer base. The company must start embracing diversity and move into new markets. Branding and marketing will be an effective way of acquiring new markets. The company should start using various marketing campaign such as social media to advertise services around the world.

Additionally, the company can start using the adaptation strategy. For instance, if it wants to attract consumers from the Middle East, it can start developing conference centers that meet the cultural needs of these communities. For instance, it can ensure that the people are provided with a place of prayer close to the conference halls.

5.0 Strategic Goals

5.1 Improve Customer Services

The main goal of the plan is to improve customer services. Customer service is heart at of the hospitality industry. Companies that have managed to attain large market share achieve this through providing quality customer services. Olympia aims at exceeding the expectations of the customer when it comes to the services it will provide. To improve customer service, the company will have to focus on support activities of value chain.

The company must start developing human resource to improve customer services. Employee development and training has a positive impact on customer services (Rogers & Davidson 2015). Providing employees with the right skills and information will lead to improved customer services.

5.2 Become Financially Sufficient

Financial performance of a company is important to stakeholders. Companies that perform well attract investors hence they have the ability to invest in long-term activities. Olympia must address various financial issue it is facing to become financially sufficient in the next five years. Olympia should address debt issues. The company should now start focusing on paying its current debts from the return for investments. The company should lower debts. It should start using new financing options such as issuing shares, capitalist ventures and retained profits to finance activities.

5.3 Increase Economic Benefits

Olympia should continue developing the economy of United Kingdom. In the next five years, Olympia plans to have created 1000 jobs directly and indirectly. Olympia plans to expand its services. As a result, it will be hiring new employees every year to meet. The company plans to establish a graduate recruitment program that will hire 100 employees every year. By 2022, the company should have hired 500 new employees (Bowie and Buttle 2013). The company will create job opportunities in other industries. By expanding services, it will attract new customers increasing demand for accommodation, travel, and restaurants (Bowie and Buttle 2013). Increased business activities will create new jobs and provide young people with new opportunities to start new businesses.

5.4 Increase Social Responsibility

Olympia aims to be involved in development of welfare of the community. Olympia plans to establish an artist support program. Olympia wil emphasize on supporting children from less fortunate families. It will support education and assist them to develop careers. Additionally, the program will provide exhibition centers for young and upcoming people at low costs to enable them to showcase their talents.

6.0 Resource Allocation

The implementing plan mandates Olympia to ensure that it has the right resources. Resources that are required to meet the objectives of the plan include assets, human resource, and finances. The company must ensure that it has the right personnel to achieve the goals of the company. Additionally, it must have adequate finance to finance various company projects directed towards the achievement of the goals.

The main projects that the plan develops are developing the free space, employee training and development and digitalizing exhibition centers. Developing the free space will require a large amount of capital. The company can work together with real estate develops to come up with the right development plan for the areas.

Real estate developers can get the company investors who will be involved in developing the area by building restaurants and accommodation places (Bowie and Buttle 2013). The company can also focus on using capital to build new conference centers and exhibition centers. The company will outsource information and technology services to save on cost of digitalizing exhibition centers.

7.0 Risk Management

Business risks are unacceptable for any organization. Risks limit the ability of a company to meet its short-term and long-term goals. It is important to identify various risks and come up with ways of minimizing the risks

7.1 Financial Risks

1. Liquidity Risks

A company that is in a good liquidity position has adequate current asset to cater of its short-term liabilities. Olympia is a good liquidity position based on quick and current ratio. New short term investment directed towards meeting the five years strategic plan poses liquidity risks to the company. The company expects creditors will increase liquidity risks. Olympia must ensure that it increase liquid asset to ensure that current asset at all particular time are higher than current liabilities

7.2 Cyber Security Risks

Investing in new technologies will expose the business to cyber security threats. New technologies create loophole for hackers to attack the system. Cyber security attacks lead to loss of company information. Confidential company information can be exposed to competitors. Moreover, Olympia can face legal issues if personal customer information is exposed. Olympia should ensure that it has protected system from cybersecurity attacks. The IT Department should closely monitor system, and in case it identifies suspicious activities; it should take measure to protect the system.

7.3 Implementation TimeTable

Activity	Time	Person In charge
Development of Free Space Building Conference centers, exhibition centers and restaurants	2 years. it should commence immediately investor provide funds	Chief Financial Officer, Operations Manager, and Chief Executive Officer
Training and Development Employees	After every 6 Months starting November 2017	Human resource manager and Training and Development manager
Introducing interactive technology Digitalizing Conference and Exhibition Centers	1 month	Operations manager

8.0 Monitoring and Control

Monitoring and controlling are import aspects of implementation. Through monitoring and control, Olympia is able to evaluate the progress of achieving goals and come up with corrective measures. The company will establish a customer service feedback system to evaluate customer satisfaction. The feedback system will be used to monitor how changes the company is making are influencing the performance of the company.

The company will assess financial performance in 2020. The company will evaluate its financial performance in the next three years. It will check if it has increased profits and lower expenses. Additionally, the company will evaluate its liquidity and gearing performance. It will check if it is in a good liquidity position. Additionally, the company will assess if the debt ratios have reduced and the company is not heavily relying on debt to finance projects.

The company will conduct and survey to asses if it has acquired new markets and clients. The survey will focus on evaluating market penetration and development. The company will use the survey to determine the new markets that it has acquired.

9.0 Conclusion

London Olympia is operating in a competitive market hence it must come up with ways to become a leader in the convention industry. The company intends to be financially sufficient, improve customer service, and increases social responsibility in the next five years. The company will achieve these goals by embracing various strategic options. The company will focus on cost leadership, differentiation, market penetration and market development. The company is likely to face liquidity and technological risks. The company will monitor the plan through customer feedback system and conducting a survey.

10. Appendices

1. PESTEL Analysis

Political

The politics influence business operations. Civil wars in a country discourage establishment of businesses whereas a good political climate boosts business operations encouraging investments. London Olympia is influenced by the political climate in the United Kingdom. One of the political aspects that will influence the activities of Olympia is Brexit.

The exit of United Kingdom from EU will have various business implications on Olympia. Olympia will now stop enjoying the benefits of businesses operating in the EU. Previously, the EU community was operating as one trading bloc hence businesses benefited from increase in market (Peng 2015).

Analysts estimate that the exit will lead to a rise in travel cost. The United Kingdom will have to come up with policies on travel and immigration. As a result, the cost of travel is likely to increase. The increase in travel cost reduces demand for facilities in the United Kingdom.

A stable United Kingdom Government supports the business operation of Olympia. A stable government provides Olympia with a good environment to conduct businesses. People are willing to use Olympia because it is located in secure and stable country. The stability of the government contributes to increase in demand for conference and exhibition services in the United Kingdom.

Economic

There are various economic factors that influence the business environment. One of the factors that influence Olympia is high cost of living in London. Cost of living in the United Kingdom has increased. Though the United Kingdom is a developed country, it has a considerable percentage of people who are poor due to the high cost of living.

The high cost of living means that there is inflation hence there is a general rise in commodities (Ackermann & Audretsch 2013). The hospitality industry is experiencing the rise in cost hence services are offered at high costs. Olympia London targets corporate clients. Corporate clients consider prices when choosing venues to conduct businesses.

The high cost of living has increased hotel rates in London forcing corporate clients to choose other destinations that offer lower rates. The high cost of living is impacting negatively on Olympia causing it to lose customers to other companies that can offer similar services at a lower cost.

The rise in interest rate in the United Kingdom is impacting on London Olympia. London Olympia mainly finances its activities through loans. A rise in interest rates is forcing the business to pay high interest rates. The high interest rates impacts on the purchasing power of the consumers.

The increase in cost of borrowing discourages borrowing lowering money supply (Ackermann & Audretsch 2013). As a result, there are minimal business activities lowering demand for products and services. The rise in interest contributes to a reduction in demand for exhibition and conference services in the country.

Social

The preferences and needs of consumers keep changing with time. Olympia London must understand the needs of consumers to provide the services that are being demanded (Cohen 2014). In the United Kingdom, the young population is looking for digitalized exhibition and conference centers. London Olympia must provide young people with digitalized services to continue being relevant in the market. The population supplies Olympia with labor services. Olympia provides numerous job opportunities for the local population directly and indirectly. Olympia operates in a less diverse population hence mots of employees are white.

Technology

Technology has influenced the hospitality industry. New and emerging technologies have opened geographical boundaries. Through the internet, people are able to learn about other countries and products and services they can get. Opening up of geographical borders creates a good opportunity for Olympia. Today, consumers around the world know about Olympia.

Olympia is able to get consumers from the globe. Olympia is embracing new technologies to improve customer services. New technologies improve conference halls and make it easy for business to hold meetings. Olympia must continue to embrace new technologies to attract young consumers.

Environment

Sustainable development has become an important part of every business. The world is working towards minimizing population to lower the rate of global warming. Olympia is committed to sustainability development. The company works with the public transport system to encourage people to use public transport to save energy. The company is green company. It has adapted various go green strategies such as ensuring lights are off in conferences that are not in use.

Laws

Olympia is subjected to international and United Kingdom laws. The company is subjected to hospitality standards regulations. It must ensure that it meets the hospitality standards in the United Kingdom. Additionally, it is expected to meet taxation responsibility. Olympia London holds international event hence it is subject international trade laws. Olympia is expected to comply with various local and international laws.

2. SWOT Analysis

Strengths

Experience

London Olympia has been in the market for over 100 years. Olympia is one of the oldest establishments in London. Years of experience give the company a comparative advantage the company has already established itself in the market. It understands the dynamics of conferences and exhibition market in the United Kingdom. It has held various events from which it has managed to come up with ways to improve customer services.

Space

Consumers are looking for conference and exhibition service that offers spacious conference halls. Consumers want the conference center to be part of the travel experience. Olympia has great advantages over other exhibition center regarding space (Olympia London 2017). It owns 14 acres of plot, and 4 acres have not been developed. The availability of large plot allows the company to develop conference centers that are spacious and meet the requirements of consumers. Additionally, the company has free plot that it can use to expand business activities.

Location

Olympia is located in West Kensington. It is located near overground railway station that makes it easier for people to access the place through public transport. It is at the center of the public transport system in London (Devney 2015). Consumers can access the place from different points using the transport system.

Being located in London is a major strategy of the organization. London is a town that is rich in history and culture. Culture and art are important way of life in London. Consumer exhibition services are required in London. London is served by five main airports. It becomes a good destination to hold international conferences (Cameron 2014). Access to five major airports makes it easier to receive delegates from around the world without any delays at the airport making London a suitable location for conferences.

Olympia is situated near restaurants, bars and accommodation places. Olympia is well connected to other hospitality services that clients demand. Clients will choose Olympia because of its closeness to other services that they will require to use.

Brand

Olympia has hosted various famous international conferences putting it in the limelight. Fashion industry thrives in the United Kingdom, and it was a major milestone for the company to hold miss world competition. Holding international events markets the company and improves the brand of the company (Davis et al. 2013). As a result, corporates clients are willing to hold conferences in Olympia.

Weaknesses

Poor Financial Performance

Since 2008, Olympia has shown slow financial progress. The company made losses between 2008 and 2011. The poor financial performance was caused by reduction in sales. Poor financial performance limits the ability of the business to make huge investments. It fails to get the right capital to make long-term investment. However, the company financial performance is improving, and it is important to come up with strategies to support financially sufficiency.

Lack of Cultural Diversity

Olympia operates in less diverse culture. The company must start marketing itself as a global conference and exhibition center. It must prove that it is culturally diverse to attract clients from across the globe. Being less diverse limits the ability of the company to capture the global market.

Ownership Changes

Olympia London was put on sale in 2015. The owners estimated the value of the company was 300 million euros. When the company started showing financial improvements, the sale was put on hold. This year Olympia London was sold to Deutsche Finance International and Yoo Capital at 296. Changes in ownership can affect the stability of the company. With the new owners, various changes are likely to be instituted in the organization. Changes in status quo can impact on the morale of the employees if it is not well handled.

Opportunities

Increase in demand for Conference Centers

The travel industry has grown in the last few years. Today, businesses are looking for places to hold meetings away from the workplace increasing the demand for travel and conference centers. Additionally, most companies have exploited international markets. Global companies look for a central meeting place where all business partners and stakeholders can meet. Thus, there is a rise in demand for conference centers. London Olympia should take advantage of the rise in demand for conference centers. It can expand to accommodate more customers.

New and Emerging Technologies

One of the trends in the hospitality and tourism is the availability of new technologies. New technologies are offering companies with an opportunity to become efficient and offer quality services.

Threats

Security

The rise in terrorist activities in Europe has reduced tourist activities (Hall 2013). Terrorist attacks discourage people from traveling. Olympia must provide customers with secure place to hold meetings. The company has invested in security. It has surveillance system. Additionally, customers are inspected before being allowed to get into the building. When it is holding international events, Olympia works with police officers to ensure that the location is secure.

Competition

Olympia faces stiff competition from Kensington Exhibition Centre, Central Hall Westminster and Barbican Exhibition Facilities. According to Shone (2015), most conferencing organizations are well known in London and also enjoy strong brand. Olympia must come up with unique services to attract consumers and become leading company in the competitive industry. Competition is a big threat to the performance of the company. Increased competition is causing the company to lose market share to organizations that have rebranded to attract more customers.

Olympia must focus on strengths and competencies to identify ways that it can gain a competitive advantage. Olympia already has an advantage of location and space hence it can use these comparative advantages to attract customers and gain a large market share in the United Kingdom.

3. Five Forces Analysis

Threat of Substitution

The threat of substitution measures the rate at which consumers can change from one product to another (Sadler 2016). The conference and exhibition centers offer similar services. Consumers can move from one service center to another without incurring high costs. The threat of substitution is high in this industry. As a result, London Olympia must provide quality services to enhance customer loyalty. They should exceed expectation of customers in delivery of services to ensure that customers are willing to use the services (Rahimi 2017).

Competition

Olympia London faces stiff competition from companies in London and international companies. The hospitality industry is very competitive with every company trying to capture a large market share. Competition has contributed to poor financial performance. Other conference companies such as Barbican are rebranding to attract new customers (Dinnie 2015). As a result, Olympia is losing its customers to other companies that are coming up with new services that meet the new customer preferences. Olympia must come up with new strategies. It must understand the consumer needs changes come up with new services such digitalized exhibition centers to attract new customers.

Threat of New Entrants

According to Rogers (2013), developing a conference and exhibition center requires a huge amount of capital. The threat of new entrants is small since new entrants require large capital base. Additionally, London Olympia has been in the market for over 130 years. It has the advantage of experience over new entrants. The brand is well known, and the company understands the market (Simerson 2016). As a result, new entrants cannot compete with Olympia which is more experienced and has a large capital base.

Supplier Power

Suppliers determine the type of services and products that a business requires. A business must choose suppliers carefully to ensure that they provide the business with quality materials. Olympia has moderate supplier power. There are many suppliers in the industry hence Olympia has a variety of options to choose from. As a result, suppliers strive to provide the best services in order to maintain close business relationship with Olympia. Additionally, Olympia is a large organization hence it purchases services in large quantities. Suppliers will work towards working with Olympia.

Buyers Power

Buyer power is high in the tourism industry. Conference and exhibition center offer similar services hence consumers can choose from any of service providers. Providing quality customer service is critical. Olympia has already developed various customer services to provide it with competitive advantage (Horner & Swarbrooke 2016). It has ample parking spaces and is ensuring that its premises are internet enabled.

4. Financial Analysis

From the financial report, Olympia has a rough time dealing with financial performance. The income statement clearly indicates that the company suffered huge losses since 2006 to 2012. The financial performance of the company began improving in 2013. In 2013, the company recorded profits after tax of 1.822 million and this increased in 2014 to 45.383 million. The company financial performance improved in 2015 and recorded profits of 53,0007,000.

The company is in the right direction when it comes to financial positions. The balance sheet indicates that Olympia is in a good liquidity position. The current assets can cater for its current liabilities based on the positive working capital. To summarize financial information and get a clear picture of the financial position of the company it is important to look at various financial ratio.

Return on Total Assets

The return on total assets is a profitability ratio. The ratio is used to measure how the assets of a business are contributing to the profits of the company (Bradshaw, 2015). Total assets include the current and fixed assets. Currents assets are easily turned into cash and include inventory, cash at hand, debtors, and cash at bank. The fixed assets include the equipment and buildings that the company owns.

The return on total assets checks if the current and fixed assets are generating profits. The return on total asset is 21.2. Olympia return on assets is low. Olympia is not utilizing total asset towards generating profits. The total assets are being underutilized, and the company has the capability to use assets into more use to increase company profits

Return on Capital

Olympia returns on capital 37.5. The return of on capital is moderate. Olympia has the capability to get a high return on capital compared to other companies, the return on capital is relatively high, and this makes it an attractive companies for investors. Investors can get a high return on capital invested in the company.

Pre-tax Profit

Pre-tax profit margins indicate the profits that accompany generates before taxation. Olympia pre-tax margin is 4606. A positive pre-tax profit margin indicates that the company revenues are totally catering for the expenses of the company and yet the company is making profits. The high pre-tax indicates that Olympia sales and revenues are higher than its expenses hence it is a good financial position.

Current Ratio

The current ratio is a good measure of the liquidity of a business. It compares current asset to current liabilities to indicate the ability of the business to cater for its short-term liabilities. The current ratio of Olympia stands 1.39. The low current ratio indicates that the company has currently invested in long-term activities. It is a good liquid position since current asset can cater current liabilities. Additionally, the current asset has been focused on achieving long-term goals.

Quick Ratio

The quick ratio subtracts inventory in current asset. Inventory is not as liquid as other assets. It takes time to turn inventory into cash. Olympia has the same current and quick ratio. This indicates that Olympia is not holding high amounts of inventory. Its current liabilities are liquid, and the company can easily cater for current liabilities.

Total Debt Ratio

Total debt ratio shows the amount of debt that used to finance company assets. London Olympics has a high total debt ratio of 77. The high debt ratio indicates that most of the company assets have been financed through debt. This increases the risk of the business.

Equity Gearing

Equity gearing ratio indicates the proportion of capital from debt and shareholders’ equity. London Olympia has a high equity gearing ratio of 129. The company is financed through debt. The gearing and total debt assets indicate that the company relies on debt to finance its activities. The company is at high risk since a rise in interest rate will greatly increase the interest that the company will pay back.

5. Value Chain

The value chain focuses on how a business can make use of business activities to gain a competitive edge in the market. The value chain separates business activities into two the primary activities and the supporting activities. The primary activities directly influence the creation of a product. The secondary activities increase the effectiveness and efficiency of a company.

Understanding the value chain is useful in establishing areas that Olympia London can improve to enhance efficiency and effectiveness. Slack (2015) points out that some of the primary activities that convention center can improve on to gain competitive advantages include conference halls and exhibition centers.

Conference halls must be spacious and located in quite a place to provide business with a good environment to conduct business. Olympia has spacious conference halls, but if it plans to increase customers, it must increase its conference centers to ensure that it can accommodate many customers at the same time.

The company has the advantage of availability of free space. It can build large conference centers that can hold international events. The company can further digitalize exhibition centers. Improving exhibition centers will attract artist from all over the world. It will create a great opportunity for Olympia to host fashion companies.

The supporting activities that the company can improve include human resource. The company must improve the skills of the employees to improve customer services. The human resource can be improved through training and development. Additionally, the company must embrace diversity.

It will start hiring employees from diverse background in order to attract consumers from around the world. The second support activity that the London Olympia focuses on is technology. Olympia should invest of new technologies to ensure that it meets the new technological demands in the industry.

6. Corporate Social Responsibility

Corporate social responsibility is a god way for business to increase competitive advantage. Consumers are conscious about various factors of a business. Consumers are demanding for businesses that are socially responsible. A business operates in the environment. It benefits from general population. Businesses have a responsibility of taking care of the environment that they operate and benefit from.

Companies are not only supposed about the short-term but also about the long-term of the activities of the internal organization and the environment. Sustainable development is the development that meets current needs without destroying future generation’s ability to meet their needs (Swayne, Duncan, & Ginter 2015). Sustainable development treats the world as a system that connects space and time. Actions in one part of the world have an impact on another country.

Decisions made today affects tomorrow and actions of an organization have an impact on the whole world thus sustainable development has become a critical strategy for all companies (Williamson, Jenkins, & Cooke 2013). Businesses should aim to have minimal effects on the global and local environment, economy, and community Olympia London meets the triple bottom line by offering environmentally friendly products, incorporating sustainability strategies, and showing commitment to environmental principles when conducting business operations (Ferrell & Fraedrich 2014).

Corporate social responsibility will be an important strategy in gaining a competitive advantage. Olympia will have to start engaging in new activities that improve the welfare of society. The company will use social activities to market the company. Additionally, participating in community welfare programs creates a positive image hence the company will attract more customers.

7. Events Scape Model

Events scape model focuses on tangible elements that influence the environment of an event influencing the emotional, and experiences of the stakeholders. Event scope model focuses on looking at the tangible elements that can improve the experience of the attendees, employees, and stakeholders (Newlands 2013). The variables that an event can make use are external variables, internal variables, human variables, layout and design variables and event specific design elements. Olympia has so far made use of scope model to improve experience of clients.

The company makes use of exterior design to create a good first impression. It has established spacious conference centers that are well arranged. The company considers the comfort of the clients and ensures that the chairs available are comfortable and customers can seat for hours without discomfort (Robinson & Picard, 2016). Olympia has further improved parking spaces. The company has ample parking space to reduce congestion.

The company security is on point. It has surveillance system, and various security officers are located at different locations of the building. Being at the heart of the transport system ensures that customers can easily access location using public transport. The combination of the eternal events cape variables improves the customer experience. Olympia London makes use event-specific designs to further attract customers.

Event specific designs consider the theme of customers when preparing conference centers. Consumers will have different themes, and when they hold their meetings in a place that is specifically designed to meet the theme, it increases customer satisfaction. Eventscape model provides Olympia with an opportunity to provide consumers with unique event experience (Robinson & Picard, 2016).

The company must focus on looking for new ways to increase customer satisfaction. Olympia must ensure that the objectives of events are met. The company will focus on embracing new technologies to enhance customer satisfaction. The company can introduce new interactive technologies.

Table and Chart Analysis

Competition Analysis

Porter’s Strategies and Five Forces

	Differentiation Strategy Provide one stop destinationDigitalize exhibition centers	Cost Leadership Look for lower supplier to lower costIncrease customers and use economies of scale to lower price
Threat of Substitution	Increase customer loyalty	Low price prevent threat of substitution
Threat of new Entrants	Customer loyalty will discourage new entrants	Low prices prevent new entrants
Rivalry	Increase brand loyalty and make product preferable compared to competitors	Ahead of competitors by lowering prices
Buyer Power	Company will limit the alternatives of buyers	Company will offer buyers lower prices
Supplier Power	Differentiation will ensure services are still demanded even at high prices hence company can pass supplier price increase to buyers	Company rely on supplier to lower price hence supplier will have more power over business

References

Ackermann, S.J. and Audretsch, D.B. eds., 2013. The economics of small firms: A European challenge (Vol. 11). Springer Science & Business Media.

Anton, R., 2015. An Integrated Strategy Framework (ISF) for Combining Porter’s 5-Forces, Diamond, PESTEL, and SWOT Analysis.

Antràs, P. and Chor, D., 2013. Organizing the global value chain. Econometrica, 81(6), pp.2127- 2204.

Bradshaw, M. 2015. Financial Reporting, Financial Statement Analysis and Valuation: A Strategic Perspective. Oxford: Cengage Learning.

Bowie, D. and Buttle, F., 2013. Hospitality marketing. Taylor & Francis

Cameron, l. 2014. Banqueting and Conferencing. the Journal of India, 22-44.

Cohen, A., 2014. Urban ethnicity. Routledge.

Davis, B., Lockwood, A., Pantelidis, I. and Alcott, P., 2013. Food and beverage management. Routledge.

Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.

Devney, D. C. 2015. Organizing Special Events and Conferences: A Practical Guide for Busy Volunteers and Staff. London: Sage.

Ferrell, O. C., & Fraedrich, J. 2014. Business Ethics: Ethical Decision Making & Cases. New York: Cengage Learning.

Hall, C.M., 2013. Wine, food, and tourism marketing. Routledge.

Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated approach. Cengage Learning

Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.

Jennings, M. 2014. Business: Its Legal, Ethical, and Global Environment. New York: Cengage Learning.

Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality, tourism, and leisure. Routledge.

Newlands, D. D. 2013. The Global Business Handbook: The Eight Dimensions of International Management. Journal of Cambridge, 65-89.

Olympia London. 2017. Olympia London. Retrieved May 11, 2017, from https://olympia.london//

Peng, M. 2015. Global Strategy. Oxford: Cengage Learning.

Rahimi, R., 2017. Organizational culture and customer relationship management: A simple linear regression analysis. Journal of Hospitality Marketing & Management, 26(4), pp.443-449.

Robinson, M. and Picard, D. eds., 2016. Emotion in motion: Tourism, affect and transformation. Routledge.

Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences, conventions and business events (Vol. 14). Routledge

Rogers, T., 2013. Conferences and Conventions 3rd edition: A Global Industry. Routledge.

Sadler, P. 2016. Strategic Management. London: Kogan Page Publishers.

Shahmehr, F. S., & Safari, N. (2014). The Impact of Performance Management on Mission Statement and Operational Goal Setting. International Journal of Business and Management, 9(11): 189-211.

Shone, A. 2015. The Business of Conferences. London: Routledge.

Simerson, B. K. (2016). Strategic Planning: A Practical Guide to Strategy Formulation and Execution. Oxford: ABC-CLIO.

Slack, N., 2015. Operations strategy. John Wiley & Sons, Ltd.

Swayne, L. E., Duncan, W. J., & Ginter, P. M. 2015. Strategic management of health care organizations. London: John Wiley & Sons.

Williamson, D., Jenkins, W., & Cooke, P. 2013. Strategic Management and Business Analysis. New York: Routledge.

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Diabetes mellitus: Web based intervention

Introduction

Diabetes mellitus is one of the most prevalent non-communicable diseases in the world. The disease is associated with societal and economic burden particularly among patients from low and middle income countries. Particularly, Diabetes is an important public health concern in the USA as it affects about 29.2 million people (Centers for Disease Control and Prevention, 2014).

The burden of morbidity and mortality caused by diabetes mellitus is evident among the Americans as more than 4% of people diagnosed with Type 2 diabetes mellitus are diagnosed with diabetes related health complications. The management strategies are complex processes as they entail controlling multiple risk factors that cause complications. There is emerging evidence on effective socio- behavioral interventions that are effective in diabetes management and prevention of chronic diseases such as diabetes but most effective strategy is self management practices (Ramadas et al., 2015).

Web based media have improved patient knowledge, lifestyle modifications and clinical outcomes for a range of health conditions. Web-based interventions have the potential to close the gaps in diabetes self care and self management intervention on the clinical (glycemic control, blood pressure and weight) and psychological (self care and quality of life) outcomes (Kalsen et al., 2016). However, previous web- based interventions have focused on the principles of effective education behavioral modification in diabetic patients and very few have emphasized on diet.

The proposed study is unique as it puts into consideration the ethnic and cultural background of diabetic patients to tailor the dietary change based on individual needs and preferences. Therefore, the proposed study will explore a web-based dietary intervention program (myDIDeA) for people diagnosed with Type 2 Diabetes Mellitus to evaluate the interventions feasibility and acceptability by the population.

Proposed PICOT

Despite the extensive actions to educate the diabetic population on effective management strategies for diabetes mellitus, there are still several issues that hinder this goal. One of the obstacles that have not been explored adequately is educating the patients about the most effective dietary changes.

Health care providers use the strategy of ‘one size fits all’ strategy, ignoring the fact that dietary needs and preferences are unique for each patient. Consequently, most of the patients diagnosed with diabetes report poor control associated with inappropriate diabetes management and preventive measures (Plaete et al., 2016).

There is need to narrow the gap between nursing knowledge regarding diabetes management and preventive processes (Kalsen et al., 2016). The purpose of this evidence based project is to develop a web- based intervention that incorporates diabetic dietary management practices in patient’s diagnosed with diabetes mellitus with the aim of reducing HbA1c levels within a period of nine weeks.

In this context, the PICOT statement is: In patients diagnosed with diabetes Mellitus (P), web-based dietary intervention program (myDIDeA) (I) is more effective than the standard care (C) in maintaining the Hb1Ac within normal range, (O) within a period of nine weeks (T).

The primary aim of this study is to evaluate the effect of web based diet intervention on patient’s knowledge, attitude and behavior in patients diagnosed with diabetes mellitus. The study aims to determine the impact of the intervention on blood biomarkers and nutrient intake. The eligible participants will be randomly allocated to the control group and the web based diet intervention.

The control group will receive standard treatment to patients with diabetes mellitus. The web-based dietary intervention program (myDIDeA) is borrowed from Ramadas and colleagues. The dietary plans developed based on the Nutrition Recommendations and Interventions for diabetic patients by American Diabetes Association (Kalsen et al., 2016).

The content of each lesson plan will be studied for its relevance to local community and fine tuned to suit each patient. Each lesson plan will have five Likert scale items that start from strongly agree =5 to strongly disagree =1). The participants will be assigned to the dietary recommendations will be based on scores generated. The recommendations aims at addressing the dietary barriers in order to motivate the participants based in the lesson plans.

The participants will be briefed on web-based dietary intervention program (myDIDeA) and will be given unique username and password through e-mail and SMS after randomization. Login reminders will be emailed each time the website is updated with new lesson plan. Participants will be also encouraged to send their questions to nutritionist through the email.

Reflection

Given the fact that diabetic patient control their health, self management training is an important strategy to improve the quality of care. Patient self management interventions have been indicated to be beneficial in both glycemic control and quality of life, but its participation is low and its effectiveness wanes over time. In addition, accessing professional support for self management is limited. This calls for strategic interventions that are promising and those that offer ease of access for patients who are computer literate or illiterate as they can be scaled up at a little cost (Kalsen et al., 2016).

Health care limited to clinic visit is not meeting the demands of the patients diagnosed with diabetes. Healthcare systems that use Web-based communication offer a great opportunity to shift focus from office based healthcare towards daily lives at home. This health information technology is important because it improves the interaction between the service user and the healthcare providers which enhance effectiveness of chronic illness (Yu et al., 2014).

However, there is little research on the impact of web based interventions and shared electronic records in primary care for patients diagnosed with diabetes. The internet has emerged as an effective medium for exchange of information. The healthcare industry has recognized the internet’s potential and web- based education programs and is slowly being integrated in nursing prevention and management of chronic care in diabetes management. They have demonstrated some favorable outcomes thereby bridging gaps in diabetes self care and management (Pal et al., 2013).

Conclusion

Diabetes has become a very important health issue in the world. There is urgent need to improve the overall self management education on best strategies for diabetes self management. Increasing use of web based interventions by consumer for promoting health information is an ongoing revolution in the health information technology, and it implies that the service users are accepting the new era of health information technology.

However, the full potential of this technology is yet to be achieved due to high attrition rates as well as limited uptake. This study aims to shed light in these limitations by identifying the characteristics related to web base interventions and attrition and in suggesting effective strategies that will help optimize these clinical outcomes.

References

Centers for Disease Control and Prevention. (2014). National diabetes statistics report: estimates of diabetes and its burden in the United States, 2014. Atlanta, GA: US Department of Health and Human Services, 2014. Retrieved from https://www.cdc.gov/diabetes/pdfs/data/2014-report-estimates-of-diabetes-and-its-burden-in-the-united-states.pdf

Karlsen, B., Oftedal, B., Lie, S. S., Rokne, B., Peyrot, M., Zoffmann, V., & Graue, M. (2016). Assessment of a web-based Guided Self-Determination intervention for adults with type 2 diabetes in general practice: a study protocol. BMJ open, 6(12), e013026.

Ramadas, A., Chan, C. K. Y., Oldenburg, B., Hussien, Z., & Quek, K. F. (2015). A Web-Based Dietary Intervention for People with Type 2 Diabetes: Development, Implementation, and Evaluation. International Journal of Behavioral Medicine, 22(3), 365–373. http://doi.org/10.1007/s12529-014-9445-z

Pal, K., Eastwood, S. V., Michie, S., Farmer, A. J., Barnard, M. L., Peacock, R., … & Murray, E. (2013). Computer‐based diabetes self‐management interventions for adults with type 2 diabetes mellitus. The Cochrane Library.

Plaete, J., Crombez, G., Van der Mispel, C., Verloigne, M., Van Stappen, V., & De Bourdeaudhuij, I. (2016). Effect of the Web-Based Intervention MyPlan 1.0 on Self-Reported Fruit and Vegetable Intake in Adults Who Visit General Practice: A Quasi-Experimental Trial. Journal of medical Internet research, 18(2).

Yu, C. H., Parsons, J. A., Mamdani, M., Lebovic, G., Hall, S., Newton, D., … Straus, S. E. (2014). A web-based intervention to support self-management of patients with type 2 diabetes mellitus: effect on self-efficacy, self-care and diabetes distress. BMC Medical Informatics and Decision Making, 14, 117. http://doi.org/10.1186/s12911-014-0117-3

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Rentall Trucks Case Study

Introduction

This paper will provide an analysis of the case study of Rentall Trucks using Markov Analysis. The problem statement of the case is about legal issues that surrounded the operation of two main competitors in the truck renting industry Rentall and Rentran. The scope of a problem is the extent of perception, action or inquiry of a concept. In our case study, the scope is an omission in the contracts leading to the sale of Rentall Trucks that could cost the firm millions of dollars according to Jim Fox. (Render, Stair, R. Hanna, & Hale 2015). The critical decision issues to be addressed by Rentall Trucks include how to increase the competitive edge and maintain a large market share in the industry.

Analysis

One of the critical elements of the Rentall Trucks case is the fact that during its sale, the contracted law firm omitted a clause that would prove costly in the long-run. Folley, Smith and Christensen failed to include a clause that would prevent Bob Renton from competing directly with the firm. This led to the creation of Rentran. The case provides another critical element in which Rentall faces stiff competition from Rentran, despite the fact that it is only a few months into its operations.

In six months, Bob has succeeded in convincing and poaching a number of key executives from Rentall into his company, Rentran. The firm managed to acquire a market share of approximately 5% in the first few months of its operation while Rentall had 80% and National rentals, another competitor, had 15% (Render, Stair, R. Hanna, & Hale 2015). The Market share determines the portion of a market controlled by a particular firm (Rego, Morgan, & Fornell, 2013).

It is the percentage of total sales in a given market earned by a company (Gale, 2014). Pete Rosen, the president of Rentall Trucks, got concerned about the situation and decided to conduct research to determine future projections of the firm and the market. His concerns were that his firm would be incapable of maintaining 50% of the market in the future.

The case has provided a clear set of facts on the current scenario facing the firms. These facts were established after a research company hired by Pete Rosen conducted an analysis on truck rental customers. The sample size was 1000 potential and existing customers. Of these, 800 were Rentall customers, while 60 and 140 were Rentran and National customers respectively. After one month, the sample was analyzed again.

It was found that 200 Rentall customers switched to Rentran, 80 switched to National, 3 Rentran customers switched to rental, six switched to National, and finally, 14 National customers switched to Rentall and 35 to Rentran (Render, Stair, R. Hanna, & Hale 2015). An in-depth review of the essential issues is offered by these facts.

Solution

In addressing the main points outlined in the case, various recommendations are needed to solve the problem statement. According to Jim Fox, Rentall Trucks could do nothing to correct the problem of the costly contract omission by the law firm Folley, Smith, and Christensen. The only applicable solution would be to formulate and implement effective business strategies.

These strategies would provide a framework through which counter measures would be adopted to prevent Rentran’s activities and market advancements. The policies adopted would be to curb Rentran’s ability to lure away both customers and investors from Rentall. Three areas would require to be reviewed and appropriate changes made. These areas are advertising, rental policy, and product line.

The issue of rental policies would require that truck rental business is made easier and faster. This would necessitate the implementation of some of the policies used by car rental agencies like Hertz. To attract more customers, changes in the product line would have to include comfortable and easy to drive trucks, trucks fitted with automatic transmission, air conditioners, quality radio and stereo tape systems, comfortable bucket seats and cruise control (Render, Stair, Hanna, & Hale 2015). Zenetti and Klapper (2016), state that advertising promotes sales by influencing the behavior of potential customers.

This showed that additional advertising was required to be aggressive and immediate. A good company had to be contracted and advertising in journals and the television increased. Implementation of these strategies would give Rentall Trucks a chance of maintaining their close to 80% market share. Changes in the advertising strategy would ensure that a bigger target audience is reached and their market behavior influenced to opt for Rentall Truck products and services. This would increase the number of new customers. On the other hand, changes in the product line and rental policies would help maintain a loyal customer base for the firm.

Justification

The recommended course of action is justifiable since policy makers and scholars alike agree to the effectiveness of the stated strategies. The above recommendations have been applied elsewhere and hence, are tried and tested. The justification for the recommendations is that:

1.) Advertising is a proven strategy to help convince more customers to trust the products and services being offered by a company as explained by Buil, Chernatony, & Martínez, (2013). Rentall Trucks is justified in increasing advertising, especially in television and journals.

2.) Changing a product line constitutes to rebranding. The strategy of rebranding helps a company in that it proves to doubtful customers that the brand has reinvented itself andwill, therefore, be in a position to satisfy their tastes and preferences more that before (Todor, 2014). To Rentall Trucks, changes in the product line will ensure that those customers who had switched to their rivals are more convinced about its service and product quality and will be motivated to switch back.

3.) Reviewing of rental policies will revolutionize the whole industry. This is due to the fact that if Rentall are successful in simplifying the processes involved in renting trucks, they will set a standard to be followed by all competitors. Setting standards will make them stand out as market leaders and will therefore have that largest market share.

Summary

This case study provided a case scenario of Rentall Truck Company seeking to gain a competitive advantage over its competitors, Rentran and National. The companies were competing for the market share in the truck renting industry. Rentall faced stiff competition from Rentran, a company owned by its former founder. They found themselves in this situation due to a blunder of omission of an important clause in its contacts. To retain its customers, Rentall recommended changes in its advertising strategies, product line and rental policies. The strategies were justifiable through since they were tried and tested. The justification was further improved by the market research conducted by Meyers Marketing Research firm.

Calculations

1. What will the market shares be in one month if these changes are made? If no changes are made

Rentall – π_{1 =}0.8

Rentran – π_{2 =}0.06

National Rentals – π_{1 =}0.14

Tree diagram (Month 1 with no change)

0.65 0.25 0.1

P = 0.05 0.85 0.1

0.65 0.25 0.1

π (1) = π (0)P

0.65 0.25 0.1

= (0.8, 0.06, 0.14) 0.05 0.85 0.1

0.65 0.25 0.1

= 0.52+0.003+0.091, 0.2+0.051+0.035, 0.08+0.006+0.014

= 0.6, 0.29, 0.1

= 60% 29% 10%

Market share without the changes will be:

60% for Rentall

29% for Rentran

10% for National Rentals

Tree diagram (Month 1 with change)

0.85 0.125 0.025

P = 0.15 0.75 0.1

0.2 0.25 0.55

π (1) = π (0)P

0.85 0.125 0.025

= (0.8, 0.06, 0.14) 0.15 0.75 0.1

0.2 0.25 0.55

= 0.68+0.009+0.028, 0.1+0.045+0.035, 0.02+0.014+0.077

0.72, 0.18, 0.1

72%. 18%, 10%

Market share without the changes will be:

72% for Rentall

18% for Rentran

10% for National Rentals

This shows that Rentall will have a larger market share if the actions suggested are implemented. Rentall’s market share will remain high while Rentran will grow at a slower rate. National Rental’s market share remains the same.

2. What will the market share be in three months with the changes?

π (n) = π (0)Pⁿ

π (3) = π (0)P³

0.61 0.002 0.00002 3

(0.8, 0.06, 0.14) 0.003 0.42 0.001

0.008 0.27 0.17

= 0.6, 0.3, 0.1

Market share after 3 months will be:

60% for Rentall

30% for Rentran

10% for National Rentals

3. If market share remains the same, what market share will Rentall have in the long-run?Ho does this compare to if the changes were not made.

If the market conditions remain the same, the market share for Rentall in the long-run would keep reducing, though at a lower magnitude than if Rentall did not make the changes. The new market shares are shown in the tables below. The market share moves from 80% to 72% in month 1 to 66 % in month 2, 61% in month 3, 58% in month 4 and 56% in month 5.

If the changes were not made, Rentall’s market share would have deteriorated quite fact, moving from 80% to 61% in month 1, 48% in month 2, 40% in month 3, 35% in month 4 and 32% in month 5. This would be a significant loss to Rentran, which would have 58% of the market by the fifth month. Therefore, it can be concluded that the changes will reduce the rate at which the company loses its market share to Rentran. However, Rentall still continues to lose its market share and better strategies are required to enhance competitiveness.

After Change (Excel calculation)
Probabilities			Current Market share
0.85	0.15	0.2		0.8
0.125	0.75	0.25		0.06
0.025	0.1	0.55		0.14

Market share
		Month 1	Month 2	Month 3	Month 4	Month 5
Rentall	0.72	0.66	0.61	0.58	0.56
Rentran	0.18	0.25	0.29	0.32	0.34
National	0.10	0.09	0.09	0.10	0.10

Before Change (Excel calculation)
Probabilities			Current Market share
0.65	0.05	0.65		0.8
0.25	0.85	0.25		0.06
0.1	0.1	0.1		0.14

Market share
		Month 1	Month 2	Month 3	Month 4	Month 5
Rentall	0.61	0.48	0.40	0.35	0.32
Rentran	0.29	0.42	0.50	0.55	0.58
National	0.10	0.10	0.10	0.10	0.10

Reference

Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.

Gale, . (2014). Market share reporter. Place of publication not identified: Gale, Cengage Learning.

Rego, L. L., Morgan, N. A., & Fornell, C. (2013). Reexamining the market share–customer satisfaction relationship. Journal of Marketing, 77(5), 1-20.

Render, B., Stair, R. M., Hanna, M. E. & Hale T. S. (2015). Quantitative analysis for management. (12^thed.). Upper Saddle River, NJ: Pearson.

Todor, R. D. (2014). The importance of branding and rebranding for strategic marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 7(2), 59.

Zenetti, G., & Klapper, D. (2016). Advertising Effects Under Consumer Heterogeneity–The Moderating Role of Brand Experience, Advertising Recall and Attitude. Journal of Retailing, 92(3), 352-372.

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Primary Health Care Organizations in Georgia

Organizations that deliver primary health care here include Georgia’s Voice to end Breast Cancer, Georgia Public Health Association, Georgia Advocacy Office and Georgia Charitable Care Network among others.

Georgia’s Voice to end Breast Cancer is an organization founded by breast cancer survivors. Their focus is helping the people of Georgia put to an end the devastating disease cancer. They want to make a difference to about eight thousand Georgians who are yearly diagnosed with breast cancer (Kohler et al., 2015). They receive funding from collaborations with National Breast Cancer Coalition and individuals who were willing.

Georgia Public Health Association is a non-profit organization started in the role of promoting the public and personal health of the people of Georgia. It provides training, technical help and strategies to expand Federally Qualified Health Centers. Joining this organization gives one access to other health professionals, scholarships, recognition awards and opportunities for continuing education. Georgia Public Health Association receives most of its funding from government grants (Murray et al., 2013). This organization has for sure improved the environmental and personal health conditions of Georgia.

Georgia Advocacy Office is yet another organization that delivers primary health care in Georgia. They provide an array of services to people with disabilities in Georgia (Livermore, 2015). Examples are Investigation of an allegation of abuse, neglect, or violation of rights, assistance in negotiation on behalf of individuals and multicultural outreach to underserved or unserved persons with disabilities. Donations and grants from individuals and corporations fund this organization’s activities.

Finally, Georgia Charitable Care Network was founded in 2003 as a clinic network to offer free medical services to the people of Georgia. It consisted of a network of compassionate caregivers. They work with communities interested in starting clinics and solicit funds to distribute to members. This care network gets its primary funds from individuals and private foundations. This organization has been of great value Georgians for providing easier access to medical facilities.

References

Kohler, B. A., Sherman, R. L., Howlader, N., Jemal, A., Ryerson, A. B., Henry, K. A., … & Henley, S. J. (2015). Annual report to the nation on the status of cancer, 1975-2011, featuring incidence of breast cancer subtypes by race/ethnicity, poverty, and state. Journal of the National Cancer Institute, 107(6), djv048.

Livermore, G. A., & Honeycutt, T. C. (2015). Employment and economic well-being of people with and without disabilities before and after the great recession. Journal of Disability Policy Studies, 26(2), 70-79.

Murray, C. J., Abraham, J., Ali, M. K., Alvarado, M., Atkinson, C., Baddour, L. M., … & Bolliger, I. (2013). The state of US health, 1990-2010: burden of diseases, injuries, and risk factors. Jama, 310(6), 591-606.

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Consumer Insight Report

EXECUTIVE SUMMARY

The consumer insight research conducted focused on exploring more on the impact of the social media posts about lifestyle and dining on the outcomes of marketing communications and the responses given by the clients. The study focused on identifying the effects of the creative marketing communication strategies for the lifestyle or restaurant services.

The male vs. female Instagrammer and the male vs. female consumer were used in the collection of the essential information. The visual stimuli experiment method was used following a randomized fashion.200 participants aged between 18-59 years were used in the study (Pitt et al, 2017).

A summary on the participant’s passion about foods, brand attitude, and foodie consumer was conducted on part one followed by an experimental study. The major finding is that envy influences the brand attitude of the Instagrammers. In this case, it should be considered as an essential marketing aspect of various products and services.

EVALUATION OF FINDINGS

Based on the results acquired it was found that the Instagram post factors do not impact the response of the consumers. Envy was also not influenced by the consumer segment or the sex of the Instagrammer. Envy is not seen to be influenced by most of the factors of interest. The brand attitude is influenced by various factors of interest that were used to test the relationship.

Envy was seen to have a little influence on the brand attitude while Instagram post attitude influenced the brand attitude in a significant manner (Pitt et al, 2017). Despite envy having a marginally small significant influence on brand attitude, the influence is said to be positive in nature which implies that it can be used as a predictor of the post or brand attitude while also considering other factors simultaneously.

The consumer segment also has an effect on the influence of envy on the post attitude and brand attitude as found through Instagram. Based on the result after carrying out a multiples regression model, the foodie consumer segment was said to have more envy on the Instagrammers as compared to the non-foodie consumers. Since envy has a positive influence on the brand attitude, consequently brand attitude also increase among the segment of the foodie consumers.

Envy has a major role when it comes to predicting the attitude of the particular consumers towards a particular brand (Pitt et al, 2017). In this case, social media marketing should consider it as a crucial aspect when it comes to assessing the attitude of consumers towards various products or services which form the brand. Because the influence of envy on brand attitude increase based on the segments, it would be advisable to consider different marketing strategies for particular target consumers.

Communication and advertising strategies can be useful in evoking envy through the promotion strategies which would try to sell the positive benefits of brand attracting more consumers to test irrespective of their segment (Yeung, 2014). Marketing communications research is essential on campaign developments. Through marketing communication, the focus on the particular segment of consumers is made possible while it offers the perfect chance to transmit the benefits of a particular brand accurately.

RECOMMENDATIONS

It is important to adopt the best marketing strategies to ensure the brand’s name is well promoted to all the potential consumers. Based on the results and findings acquired from the research study, better insight about the marketing communication has been efficiently gained. Factors such as envy and source liking are found to have some great influence on the brand attitude. I would recommend that the right and specific marketing strategies such as the right communication channels are adopted during campaigns for different brands (Shen et al, 2016).

The specific marketing strategies based on the particular target consumers of interests is necessitated by the fact that the brand attitude and envy vary based on the segment of consumers. Other factors such as post attitude and the consumer preference should be considered during the social media marketing. The consideration of the factors and different aspects that influence brand attitude is essential in designing the right marketing communication strategies.

REFERENCES

Khan, M. Y., Iqbal, M. F., & Ghouri, A. M. (2016). Consumer Insight on Dietary evidence in Restaurant set of Choices: An Empirical Study. International Journal of Social Sciences and Management Studies, 3(2), 22-33.

Pitt, J., Singh, C., and Ang, L. (2017). MKTG204 Investigating the effects of social media posts with branded information on consumer responses: Assessment Task 2B, Session 1, 2017 Consumer insights survey results. North Ryde: Macquarie University.

Shen, G. C. C., Chiou, J. S., Hsiao, C. H., Wang, C. H., & Li, H. N. (2016). Effective marketing communication via social networking site: The moderating role of the social tie. Journal of Business Research, 69(6), 2265-2270.

Yeung, H. F. (2014). Consumer Food Safety Insight: Pre-and Post-Survey Analysis of Consumers Receiving In-Person versus Web Based Food Safety Training (Doctoral dissertation, University of California, Davis).

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Sexually Transmitted Diseases

Sexually transmitted diseases

Use of social media platform to affect the perceived norms of Sexually Transmitted Diseases by college students

Introduction

Sexually transmitted diseases (STD) among the American youth remains are a social problem and persistent health issue of concern. According to Center for Disease Control and Prevention (CDC), the adolescents and young adults between the ages of 15-24 years are at risk of acquiring STDs (Tyler & Melander, 2012).

The prevalence rate of unprotected sex and sexually transmitted diseases among the college students is an increasing concern for the public health. Young people are sexually adventurous and often tend to engage in unsafe sexual practices which are often associated with sexually transmitted infections and unwanted pregnancies (Bull et al., 2012).

Despite the fact that sexually transmitted diseases are preventable, there are more than 15 million sexually transmitted infections incidences in the USA. Individuals infected with STDs are two times are likely to acquire STI that have no cure such as Human Papilloma Virus (HPV) and HIV.

The most effective approaches to control sexually transmitted diseases among the college students include use of condoms and abstinence. Previous intervention have focused on educational programs to reduce sexually transmitted and negative consequences associated with risky sexually behavior. However, these programs are less effective (Young & Jordan, 2013).

The youth’s risks are influenced in part by their perception about risky sexual behaviors and the peer’s perceptions. Therefore, if their peers engage in risky behaviors, they are likely to engage in risky behaviors and if they believe that the peers engage in healthy behavior, then they are likely to engage in healthy behavior too.

This behavior is best described by the Theories of Reasoned Action and Planned Behavior (TRA/TPB). According to these theories, if a person believes that the other reasons like him or her, they will endorse a particular behavior or will behave in a specific way and is more likely to enact the behavior regardless of their internal knowledge (Young & Jordan, 2013). This study aimed at evaluating if the use of social norms media strategies affects the perceived norms of risky sexual behavior among youths (Aged 17-24 years) (Guse et al., 2012).

Description of the evidence based topic

Social norms media campaigns have been found successful at lowering unhealthy lifestyles such as alcohol and tobacco campaigns. The research was a youth driven social media based campaign that aimed at increasing knowledge about risky sexual behaviors among the youth 18-24 years. Social media technology is constantly used by the youths making it a strategic outlet to provide interventions to risky sexual behaviors to the adolescents.

The campaign used combined the traditional media (print materials) and the modern approaches (Facebook, twitter). The primary objective of this project was to evaluate the preliminary influence of using social media to increase health awareness and knowledge about risky sexual behaviors (Black, Schmiege, & Bull, 2013).

In order to reduce the high risk behaviors, it is important to close the gap between the actual norm and perceived norm. To determine the actual and perceived norms of sexual behaviors among the college students, a thorough literature review was conducted from the National Health Statistics 2011 Reports. The data collected was then used design the print materials for poster and Facebook campaign for Southeast University Campus.

The posters were distributed among the college students. After eight weeks, an electronic short multiple choice survey was conducted among the college students in the campus to evaluate the impact of the social media poster captains on believability, retention of messages, recall of the poster signs, and their perception of risky sexual behaviors.

Presentation of evidence analysis

According to National Health Statistics 2011 Reports reported that 11% women aged 15-25 have never had sexual encounter, 69% had one partner and nearly 8% of the youths had multiple partners in the past 12 months (Chandra, Copen, & Mosher, 2013). Data analysis was done to evaluate if the perceptions of peer risky sexual behavior have a narrow normative gap as compared to the previous analyzed data.

From the 124 participants, 46% of the participants did not believe the message and had higher perceived norm of multiple sexual partners had in the past 12 months, whereas 24% believed the message had one number of sexual partners. Approximately 30% of the participants recalled the posters and social media content and had lower perceived number of sex partners as compared to those who did not see the media content.

However, the extent of risky sexual behavior obtained from the regional data was significantly different from the post intervention data. There was less number of perceived partners and sexual activity for students in this college than the post-intervention than the data.

From this study, it is evident that youths have poor knowledge on the dangers of risky sexual behavior. Unfortunately, it was difficult to determine the extent of interaction had with the campaign media prior to the completion of the survey. Therefore, it was difficult to interpret if the campaign was effective in changing their perception and believes about risky sexual behavior.

However, it is evident that peer behaviors are an important factor when predicting the actual risk behavior among the youth (Dowshen et al., 2015). The understanding of peer influence through social media is still limited. There is need to research the relationship between the perceived norm and actual norm. The widespread use of social networking sites by the youths is an ideal venue to reach the youth with tailored strategic health awareness knowledge.

It has been demonstrated that internet based interventions will improve sexual behavior and health outcomes. This study indicates that technology based initiatives can be superior as compared to the traditional methods, especially in changing youths attitudes towards the reproductive health information (Tyler & Melander, 2012).

Conclusion

This study highlights the need to the need to adopt new strategies to educate the youths regarding risky sexual behavior. The interventions should engage the youth while respecting their privacy. The new interventions should include mobile optimization because most of the new media information is best consumed this way by the youths. Ultimately, the campaign indicated some feasibility in informing the young adults with optimal social media strategies and it provided a platform that can be used to shape the future social media based campaigns.

References

Black, S. R., Schmiege, S., & Bull, S. (2013). Actual versus perceived peer sexual risk behavior in online youth social networks. Translational Behavioral Medicine, 3(3), 312–319. http://doi.org/10.1007/s13142-013-0227-y

Bull, S. S., Levine, D. K., Black, S. R., Schmiege, S. J., & Santelli, J. (2012). Social media–delivered sexual health intervention: a cluster randomized controlled trial. American journal of preventive medicine, 43(5), 467-474.

Chandra, A., Copen, C. E., & Mosher, W. D. (2013). Sexual behavior, sexual attraction, and sexual identity in the United States: Data from the 2006–2010 National Survey of Family Growth. In International handbook on the demography of sexuality (pp. 45-66). Springer Netherlands.

Dowshen, N., Lee, S., Lehman, B. M., Castillo, M., & Mollen, C. (2015). IknowUshould2: Feasibility of a Youth-Driven Social Media Campaign to Promote STI and HIV Testing Among Adolescents in Philadelphia. AIDS and Behavior, 19(0 2), 106–111. http://doi.org/10.1007/s10461-014-0991-9

Guse, K., Levine, D., Martins, S., Lira, A., Gaarde, J., Westmorland, W., & Gilliam, M. (2012). Interventions using new digital media to improve adolescent sexual health: a systematic review. Journal of Adolescent Health, 51(6), 535-543.

Tyler, K. A., & Melander, L. A. (2012). Individual and Social Network Sexual Behavior Norms of Homeless Youth at High Risk for HIV Infection. Children and Youth Services Review, 34(12), 2481–2486. http://doi.org/10.1016/j.childyouth.2012.09.012

Young, S. D., & Jordan, A. H. (2013). The Influence of Social Networking Photos on Social Norms and Sexual Health Behaviors. Cyberpsychology, Behavior and Social Networking, 16(4), 243–247. http://doi.org/10.1089/cyber.2012.0080

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Marketing Campaign: KFC Case Study

Media Objectives

To increase sales of the sale of fried chicken by 100% through media

The marketing campaign aims at achieving a 100% increase in the sale of fried chicken around the globe. By the end of the year, KFC should have achieved a 100% sale in fried chicken. The sales will be increased by conducting a comprehensive marketing campaign that will reach the young adults and teenagers. The company is identifying the need to become health conscious. It will ensure that it that they provide customers with healthy fried chicken by offering free salads. The marketing campaign will not concentrate on marketing fried chicken but also encourage healthy eating habit and brand the organization as a health-conscious organization.

To increase the market share by 10%

In terms of market share, McDonald’s is ahead of KFC in the globe market. A survey on which fast food chain provides the best burger and fries concluded that 34% of the respondents noted that they prefer McDonald’s and 10% choose KFC (Lang & Heasman 2015). On burgers, KFC was the most preferred choice with 15% followed by McDonald’s at 10%.

When it comes to globe market share of the MacDonald’s takes the lead with a market share of 17% followed by KFC with 10.8% (Lang & Heasman 2015). KFC should focus on increasing market share to become a leader in the global market share. The company intends to attract teenagers and young adults who are the main fast food consumers. The marketing campaign should increase market share by 10% to put KFC ahead of McDonald’s and make it the leading fast food company in the globe.

To increase awareness about KFC products on burgers, and fried chicken

KFC must create awareness about products it is offering. Market analysis indicates that Starbucks and McDonalds have managed to make products known around the globe. KFC must generate interest in their products mainly the teenagers and adults. The marketing campaign will focus on creating awareness and improving KFC brand awareness in the globe.

To create brand loyalty

KFC campaign aims at retaining 80% of the target market. In the past, KFC has employed various media marketing strategies that have increased the market share, but this time the company will also be looking for a way to retain market share. They will heavily rely on using various forms of media to reach this objective. The marketing campaign will focus on showing the customer experience and explaining to customers why they should continue visiting KFC. The marketing campaign will introduce KFC loyalty cards which will be used to reward customers who visit KFC many times.

Media Mix

Media mix uses various communication channels to achieve the marketing objectives. Using a combination of media channels enables accompany to effectively communicate products. An effective media mix ensures that the right message gets to the right audience (Babin & Zikmund 2015). In marketing, a company identifies the target market. For instance, the main strategy audience for KFC is the young adults and teenagers.

It is important to use media mix to ensure that the company reaches a maximum number of the target market. An effective marketing mix aligns with buying stage of the consumers. Once a company creates rawness of products it must convince consumers to make the buying decision. For instance, KFC can create awareness by placing an advert on movies but can further influence the buying decision by providing detailed information about products in the fast food magazines.

The main media channel that KFC will use is placing advertisements on various Netflix movies. The channels will be used to reach global consumer since Netflix is online television that is watched by consumers around the globe. KFC will use social media to market products.

The company will establish interactive shows on YouTube to provide young people with an opportunity to ask questions about the products. The company will increase presence on social media platforms such as Facebook, and Twitter. It will use fun video and photos to attract young people to read posts about the company and attract many people to like the pages as well. The social media will be an effective way of reaching out to young adults and teenagers. Research indicates that young adults and teenagers are likely to access the social media at least once per day (Babin & Zikmund 2015).

KFC will employ various marketing strategies to reach out to teenagers. The company will use various advertisements channels that have been successfully used by companies such as Apple (Pelsmacker & Kitchen 2014). The company will use student media to market products. Various schools have their own media channels.

The company will start working together with media of various schools to place advertisements on high schools newspapers and college radio stations. KFC can also start supporting various activities in high school and colleges. For instance, KFC can start supporting high school football and use these platform to market its products. The company will further place flyers in places that are frequently visited by students such as coffee shops, and record stores.

The company can use the opportunity to interact with young people and acquire contact information. The company can further use mobile phones to text young people and communicate with them directly on announcement and offers. Research indicates that the young people like texting hence the company can use texts to further influence the purchasing decisions of the young adults and teenager (Pelsmacker & Kitchen 2014).

Media Schedule

Scheduling is used to show the patterns of time in which advertisements will run. Scheduling is used to allocate time slots to ensure that an advertisement reaches the target audience. There are three main models of scheduling that are used in advertising continuity, flighting and pulsing. Continuity model is used for advertisements that run throughout the year (Licciardello 2013). The flighting model advertises products in intervals. For instance, advertisements activities are increased during the season that the demand for the products is increasing.

The pulsing model employs the continuity and flighting schedule aspects. KFC will make use of the pulsing model. It will use heavy advertisement during the peak period. KFC will make use of heavy advertisements such as placing adverts on movies during peak periods such as festive period but also use social media and high school media to advertise products through the year.

Media Scheduling Table

Media	Time	Duration/Space	Frequency
Adverting on Netflix	Summer Period (June and September). Fast food thrive during summer period	The advertisement will run for one minutes	The advertisements should run in all popular shows.
	Festive period (December) Festive periods cause a decline in fast food sales hence it is important to advertise to attract more customers during festive periods	One minute advertisements	The advertisements should appear on every commercial break
High School Advertisements	May-June during football season	Whole Day	KFC will interact with students and hand them flyers throughout the day
High School and College publications	January-December	One page	Once per month
Social Media	January-December		Update social media pages everyday

Budget Allocation

The company will mainly use three channels of advertising the social media, supporting high school football and advertising on Netflix. The estimated average cost of advertising using the Twitter is $ 3000 per month, and Facebook is $ 2500 per month (Percy 2015). The average price of advertising on Netflix is $ 350 per day. However, the costs of advertising on Netflix will vary depending on the duration of time the advertisements will take place and on the shows that the company chooses. The budget allocations are indicated in the table below

Media	Estimated Costs
Advertising on Netflix ( placing advertisements in popular shows and advertisements run for 1 minute)	$ 12,000,000
Social media	$ 160,000
Supporting High school football	$8,000,000
Other advertisements such as putting flyers in high school and colleges and advertising on high school and college publications	$ 8,000

Media Evaluation

Media evaluation determines the effectiveness of the media tools that are used by a company. Media evaluation determines if the media that was used to communicate the message was effective in getting the message to the target audience.

KFC will make use qualitative and quantitative media evaluation to measures the effectiveness of campaign (Christensen 2015). Qualitative media evaluation will involve conducting a survey to determine if the media campaign had a positive influence on the target market.

The survey will be conducted at the end of the year, to determine if the message was received by target market and how it influenced the target market. The quantitative media evaluation will involve measuring the success of the campaign through the company revenues and advertising costs. Increase in sales will indicate that the campaign was successful

References

Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.

Christensen, M. 2015. Be a Network Marketing Superstar: The One Book You Need to Make More Money Than You Ever Thought Possible. Sage.

Lang, T. and Heasman, M., 2015. Food wars: The global battle for mouths, minds and markets. Routledge.

Licciardello, S. 2013. MLM Success Secrets- NLP techniques for multilevel marketing success. London: Sage.

Pelsmacker, P., & Kitchen, P. J. 2014. Integrated Marketing Communications: A Primer. Oxford: Psychology Press.

Percy, L. 2015. Strategic Integrated Marketing Communication: Theory and Practice. London: Routledge.

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Morbidity

Introduction

“Morbidity refers to the prevalence or the frequency of a particular disease in a specific region or population. Medically it can be used to describe the medical complications that arise due to a special treatment” (Cancer Research UK, 2017). Mortality, on the other hand, involves the figure of deaths reported among a population within a set duration of time. Simply put, it is the state of being destined to pass away.

“Report on mortality can be based on people living in a specific area or country, people deceased from a particular illness, and deaths of a certain age or gender or ethnic population” (Cancer Research UK, 2017). The cause of both mortality and morbidity lies in several factors found within the surroundings, and this may include technological factors, pollution of the environment among others. However, the purpose of this study is to mainly look at the environmental, economic and social factors that impact the morbidity and mortality rate of the UK population.

Social factors

It is evident from past studies done in the policy paper, Healthy Lives, Healthy People: our strategy for public health in England – GOV.UK., by the UK government reveal that citizens of the UK are living longer and healthier than people from other nations (Bennett et al., 2015). The positive aspect brought by the decline in mortality and morbidity is associated with several primary enhancement in the social dimension of their lives such as they achieved high ratings for overall life satisfaction, the economy and personal finances.

“The decrease in the death rate of both infants and adults has attributed innovations within the public health that comprises of mass immunization initiatives, enhanced sewerage services alongside water quality that significantly minimized cases of infectious ailments” (Policy Paper-GOV.UK, 2017). The impact has been positive as social factors such as healthy living have prolonged life, therefore, reducing both morbidity and mortality rates. “For instance, 501, 424 deaths were recorded in Wales and England which is a 1.1% decrease compared to the 506, 790 deaths that were recorded in 2013” (Policy Paper-GOV.UK, 2017).

Economic Factors

People have put the interest of their health first, and as a result, they have invested heavily in it by increasing the spending to 8.9% in a report by OECD in 2015 (Devaux, 2015). Some opt for insurance and health schemes to ensure their health gets taken care of in the event of an illness. Investment in health helps in ensuring that the people can consume more and at the same time reduce the occurrence of illness. “The inequalities witnessed in the UK population reveal high levels of health inequalities, and the result of this is economic status” (Balia & Jones, 2008).

A person’s socioeconomic status directly correlates with the health care they receive. Therefore, based on the statistics of deaths reported and registered by the Office for National Statistics in the UK in 2017 indicated that the mortality rate rises from the highest social class as it goes down to the lowest social classes (McLaren, 2017). In some lower social classes, the death rate doubled the rate in the highest social class.

The same observation was also made in the morbidity rate as those in the lower social class had challenges in accessing proper care and healthy living due to their economic status. The table below provides statistics on the important findings on mortality rate based on socio-economic factors such as social classes, education, and gender.

Table 1. Percentage death rate in different socio-economic groups 2014-2015

Source: (“Death registrations summary tables – England and Wales- Office for National Statistics”, 2017)

The statistics on the table provides a clear picture of the number of deaths over the ten-year period. The data reveals that there are high death rates among the older generation compared with the younger population. However, there is a considerable general decline in the number of deaths reported in the ten-year period. A good example is the number of deaths reported among the age bracket of 10-14 whose death rates had reduced by 50% ((McLaren, 2017).

Environmental factors

These factors entail pollution of the environment through the use of toxic chemicals. Contamination of the environment affects water and the air of the affected region. Several deaths have been reported within the UK as a result of chemical, air and water pollution. However, such deaths and illnesses created by such pollution can be avoided.

However, the reduction in environment pollution in the UK has reduced deaths and diseases considerably making the nation a safe environment for its citizens. Therefore,, the effect on morbidity and mortality has been a positive one as it has reduced the rates in UK over the ten year period.

Review of statistical and research evidence

Research conducted in the field of health regarding eating disorders reveal the following facts. “People in the UK estimated to have an eating disorder are estimated at 725,000 in a report produced by PwC” (“Eating Disorder Statistics – Beat,” 2017). The report further identified the common types of disorders defined in the population as mainly (BED) Binge Eating Disorder, Bulimia, and anorexia.

However, the most common among the three eating disorders was binge eating disorder. The eating disorder was attributed to starting mainly among adolescents without negating the fact that even children young as six years and adults as old as 70 years could develop it. The level of eating disorders reflect on the reduced level of morbidity happening in the UK because of careful watch on their health.

In a correlated research carried out by Institute for Health Metrics and Evaluation in 2013, it was discovered that approximately two-thirds of the male and female population in the UK are overweight. “The study identified the largest victim of obesity being men with a representation of 67% while women came close with 57%” (Sedghi, 2014). In a cancer research, it was estimated that around 50% of cancer patients in Wales and England have survived for ten years or more.

However, in the UK the results are more positive as the rate of cancer survival has moved from 24% to 505 within the same duration of time. “The variation in survival of different types of cancer has grown further to 98% in the UK” (B-eat.co.uk, 2017). The improved rate of cancer survival has impacted the mortality rate in the UK hence reduced it substantially.

Patterned inequalities in health and illness

Bennett et al., among other authors have recognized variations in the delivery of health by age, gender, ethnicity and social class (Bennett et. al, 2015). Disparities in access to healthcare have become measured through application of many different outcomes such as mortality rates, infant deaths, morbidity, life expectancy, and disability.

The Black report in 1980 was done to identify the inequality challenge as the health of the nation had improved but not equivalent to societal classes (Sim, & Mackie, 2006). The findings revealed that standards of health care were linked directly to social class. “One of the leading causes of the inequalities involved unemployment, low income, substandard housing, poor education and poor environment (B-eat.co.uk, 2017).”

As for gender, research showed that men in industrialized countries such as the UK live shorter than women and show to less experience of the adverse condition. “Although men have greater death numbers from causes of deaths such as lung cancer and ischemic heart disease, more women than men feel pain from somatic grievances such as a headache, tiredness, and muscular aches (Bartley, 2004).”

Table 2: Selected developed countries by order of life expectancy at birth in 2014

Source: (“Health status – Life expectancy at birth – OECD Data”, 2014).

Evaluation of sources

The sources for the information obtained above include the office for national statistics in the United Kingdom. The source is credible as it is a national website and information provided to the public has to be evaluated for credibility before posting. “The other sources entail data and statistics from research conducted by credible scholars in the field of economics and the field of health care (McLaren, 2017).”

The work by McLaren provides a detailed analysis of the health inequalities happening in the UK. A clear and structural look is provided by the policy paper supports the same information provided by McLaren that provide similarity and confirms consistency as well as reliability of the sources. Article reviews written by other authors have provided support to the applied sources. The reviews assist in making the sources applied credible as well as reliable.

Evaluation of contrasting reasons for health inequalities

• The structural material explanation.

“The argument entails the lack of proper housing and access to health facilities due to poverty contribute to health inequalities (Policy Paper-GOV.UK, 2017).” It requires assessment of factors such as the workplace, the neighborhood and the home environment. The attempt to reduce health inequality through reduction of health inequality is viable and reasonable. The explanation is not applicable in the modern environment as most of the health facilities have been upgraded to quality standards.

• The artefact explanation.

It attempts to account for the health inequalities as a creation of the process of measurement. It looks at the class differentials in two aspects, all-cause and specific cause data for both mortality and morbidity. “However, the explanation as reviewed by several critiques proved pervasive and complex (McLaren, 2017).” The application of this explanation is still relevant and applicable in the current period but its complexities requires proper understanding.

• The social selection report.

Social selection involves the concept of personal health affecting their mobility in the social setting, leading to a particular state in the social hierarchy which is an essential element that contributes towards social class variation seen in health care. It provides a clear framework of how social selection positions an individual in the society and results to health inequalities. The social selection report is very applicable today as social hierarchy still exists. Social variation remains a challenge in the society and the report provides a clear explanation.

• The behavioural-cultural explanation.

The description clearly describes the interconnection between culture and behaviour. The behavior of individuals such as association with aggressive and violence acts result to a culture of crime, and drug abuse will lead to discrimination in health care provision. The connection between behavior and culture is still a prominent factor in 2017 that contributes to health inequalities. Therefore, the behavioral-cultural explanation is a reliable explanation for the inequalities within the health care in UK.

Relationship between welfare inequalities and theories of health alongside health policies development

• Cultural/behavioral.

The cultural or behavior of an individual can be explained better using the social cognitive theory. The theory suggests that people learn from their experiences as individuals alongside the interaction with the environment. “It helps in the provision of self-efficacy and application of observational learning which can easily be applied to various populations and setting in the formulation of health policies (Sedghi, 2014).”

The cultural and behavioral theory provides observational data that provides foundation for health policies. An example is the policy regarding a culture of safety that heavily relies on data collected on behavior of patients.

• Material structural.

The material structure can well be defined through the use of the theory of planned behavior. The application of health policies requires determination of a pattern of individual behaviors within a specified population. Therefore, the material and structural model applied in solving health inequality will be suitable in ensuring that people receive the material support needed.

The material structural theory focuses on the established patterns which provide a framework that can be used in forecasting hence helps in formulation of health policies. An example of such a policy is an injury prevention policy done at the community level heavily relies on the material structural theory where individuals planned behavior are recorded.

• Collectivism.

The collectivism approach entails the use of class to define the constructs of a health belief. Therefore, the health belief model is appropriate in providing understanding on the health inequality concern in the UK. It is a theoretical structure applied in conducting health advancement and illness deterrence programs.

The constructs of health belief provided by the collectivism theory assist in establishing sound health policies within the required health guidelines. An example entails the stewardship as a policy in health that helps in ensuring that the health of people in the society is a social obligation.

• New Right.

The approach asserts that constant provision of aid by the government affects the process of a free market. “The argument states that regular provision of assistance contributes to perpetual poverty among the affected population” (Sedghi, 2014).

The policies within health care require quality attention, and when own standards of health care outperform those of public care, then health inequalities arise. The theory provides a framework under which health policies are formulated. Policies created that rely on family such as social policy heavily employ the New Right approach in the health sector.

Conclusion

The provision of health in the UK is perceived to have grown and improved tremendously. However, the Black Report in 1980 and the Acheson report in 1998 among others have identified that the improvement has several inequalities ranging from various factors such as economic, social, ethnic and environmental factors.

The differences can be seen across gender, age, social class, and ethnicity. The solutions and various explanations in the paper reveal that it is possible to bridge the gap created as a result of social class differences among other factors as highlighted through the use of the health theories.

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