Marketing Strategies at Primark PLC - Free Essay Example

Sample details Pages: 20 Words: 6008 Downloads: 1 Date added: 2017/06/26 Category Statistics Essay Did you like this example? 1.0 Introduction The research report under consideration is aimed to explore the significant role played by Marketing Strategies in todays modern and dynamic business environment. Marketing has gained substantial importance and has become first priority of decision makers in any organisation. This document presents a research report analyzing and forecasting marketing environment faced by leading retailer Primark with special focus on competitive analysis. Don’t waste time! Our writers will create an original "Marketing Strategies at Primark PLC" essay for you Create order Primark Stores Ltd, an Irish upstart and subsidiary of Associated British Foods, is second largest clothing retailer in terms of sales and revenue with its existence mainly in Ireland, UK, Spain and expanding further in the Europe. It is believed that soon it will become leading clothing retailer. This extensive research is aimed at exploring current marketing strategies adopted and evaluating their effectiveness. The critical review of current segmentation, targeting, positioning and branding strategies of Primark and an extensive market analysis is carried out to suggest future marketing strategies and growth areas and to improve and sustain quality of services provided. The expected outcomes of document are recommendations to use marketing strategies tactically in decision making to enjoy sustainable growth. 1.1 Reason for choosing the topic I have selected this topic realizing the fact that in todays intensively competitive business environment, financial successof any company depends on combined efforts of its financial strategy and marketing strategy. In fact, only those companies thrive in business who works closely with their customers; and, marketing has become a successful tool to create a relation with customers indirectly. From small to large, every organisation is realizing that effective marketing strategies can add value and exert tremendous influence over their ability to attract customers, leaving positive impact on companys performance and profitability. Marketing is defined as management process that identifies, anticipates and satisfies customer requirements profitably. It involves integrated analysis, planning and control of marking mix variables (Product, Price, Promotion and Distribution) to satisfy both individuals and organizations objectives (Lancaster and Massingham, 1999). Marketing Environment consists of actors; and forces outside that affect marketing managements ability to develop and maintain successful relationships with its target customers (For further information on Marketing Environment, see Appendix I). 1.2 Reason for choosing Retail Industry and Primark Reason for choosing retail industry for research project is because it is a high profile and constantly changing business at the sharp end, but now-a-days, retail industry in UKis under high pressure as key factors like troubled mortgage and housing market, rising fuel prices and utility bills, high interest rates in UK are challenging retail environment as compared to years of strong growth between 2002 and 2004. Formally retail is defined as sale of commodities to household or ultimate consumers (Barry and Evans; 1986).Retail industry can be categorised in various sectors as food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers etc. But now discount, budget or value retailing in UK has taken on a higher profile over recent years despite effects of recession. Especially interests have largely centered on growth of value or discount clothing retail industry. The organisation under focus in this report is Primark known for selling clothes at budget end of market and it is second largest clothing retailer in UK in terms of sales and revenue. Reason for choosing Primark is its wonderfully sustained growth in the worst recession times of history. Retail clothing industry is a fast moving and complex, high profile and constantly changing business environment which demands that marketing process of a large retail organisation like Primark should be managed strategically. Report is aimed at evaluating marketing strategy of Primark and to determine its effectiveness. 2.0 Primark: A Brief Overview Of The Business Primark is a brilliant and unique organisation with a mission statement to enrich the life of everyone with fashionable clothing regardless of social status. It emerged as major force in the British retail industry, contributing through its low price value and great quality fashion products for everyone in society as a whole and leaves remarkable impact on social, environmental and ethical behavior of people. Primark does not rip off its customers and presents excellent example of it motto which states look good, pay less Primark, (2010). Most of their clothes are bought from same factories as other fashion retailers and people producing them are paid exactly the same whatever label and whatever price in shop. Companys success is based on sourcing supply cheaply, they buy directly from factories without involving any agents, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and targeting young, fashion-conscious buyers under 35s, offering them high quality, fashion basics at value for money prices. They are able to offer such good value and good quality because of low mark-ups and big volumes. Their overhead costs are extremely low as they do not run expensive advertising campaigns; instead they have wonderful strategic marketing approach that stands them out. 3.0 Marketing Strategy Of Primark Retail clothing industry is a fast moving and high profile business environment which demands that marketing process of a retail organisation should be managed strategically. Strategy of an organisation is roadmap towards attainment of its long term goals and objectives. Strategic marketing management involves implementing principles of strategic management in the context of marketing function in organisation. At corporate level, marketing inputs (e.g., competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Primark has well organized strategic Target marketing and Product marketing approaches in place. 3.1 Target Marketing Approach Strategic marketing is about achieving maximum possible differentiation over competition in meeting customer needs, gaining and sustaining competitive advantage and capitalizing on corporate strength and capabilities. In todays dynamic environment, it is highly important for companies to relate characteristics and attributes of their products to customer requirements more closely. Firms are more concerned with the most commercially attractive segments of market for a given product. This not only increases opportunity but also reduces overall costs incurred by company. This process is called target marketing and it must be carried out systematically to be effective and for this purpose it can be divided into three stages as in Figure; 3.1.1 Segmentation At first stage of segmentation, overall market is divided into distinct groups of buyers who are likely to respond favourably to different products, services or marketing mix. Company needs to determine most appropriate basis for segmentation, identify characteristics for each segment and develop criteria to evaluate their commercial attractiveness and viability. Market segmentation allows managers to see clearly the diversity within their markets and uncover opportunities that may exist or segments whose needs have not been properly met by other offerings. Figure, depicts segmentation criteria for consumer market, determines base of segmentation and explains variables for each base As Primark is tagged a value clothing retailer, clothing is most important and leading item in its product portfolio follower by footwear. Its marketing segments are evaluated on basis of clothing and footwear. Although all above determined segmentations bases and variables are important but demographic factors are the most straight forward base for segmenting Primarks consumer market, as they are most meaningful. Main demographic variables for Primark consumer market are identified as in charts below. All demographic factors are identified according to their percentage relative attractiveness for targeting them depending upon their market share for Primark. Hhighlighted segments in diagrams are identified as most meaningful for Primark and they must be targeted to gain marketing objectives. 3.1.2 Targeting Next stage of market targeting focuses on evaluating and selecting one or more previously identified market segments at which to direct marketing resources, developing an appropriate marketing mix for them and develop segment coverage strategy. This selected segment is made focus of comprehensive marketing plan. Kottler (1984) suggested that in order for market segmentation to be effective each of the segments must be distinct, assessable, measurable, and profitable. Once determined which segment attractiveness factors are important, evaluate each of those factor against selected segments using segment attractiveness evaluation matrix below; There are four different targeting approaches can be considered to develop marketing mix to meet marketing objectives. Undifferentiated marketing is used for one marketing mix, targeted towards whole market and marketing mix (Price, Place, Product, Promotion, Distribution), and targets towards everybody. Differentiated marketing is used for multiple marketing mixes and involves multiple products, targeted towards multiple segments. Focused marketing is for one marketing mix and multiple segments with focus on one segment in particular, who will have control over other segments. Customised marketing is used for one marketing mix per customer as in figure below; For Primark, targeting strategy that I have decided to use is differentiated marketing strategy because we have multiple products and consumers can be segmented into multiple segments, hence best approach to be followed is differentiated marketing approach. Different segments identified are based on age, sex, life style, income level and social status and we have multiple products portfolio that can be targeted towards these various segments. 3.1.3 Positioning In third phase of product positioning all marketing mix elements are designed to fit a given place within a particular segment. This is how consumer perceives products relative position to competitors product which is highly important. It is like developing a marketing strategy aimed at creating and maintaining a desired concept and image for a product or service in consumers mind (See Appendix V for further information). Key to success is identification of attributes that are considered to be more important. Through market research we can identify what factors (attributes) are key drivers of a consumers preference for a brand. For instance, it was identified from a sample of female teenagers that were surveyed, that being trendy and stylish, having a good range of clothing, and good brand reputation, were most important factors for this target market when selecting a preferred brand Young Dimension of fashion retailer Primark. Brand positioning provides insight into brand performance and gives important inputs for marketing communications used to support a brand. Through communications, especially advertising, information can be conveyed about each attribute and in doing so adjust perceptions customers have of brand. As Primark need to reposition the perception market has of its brands from range and quality of clothing to be more trendy and stylish. Primark has emphasized more on in-store service and convenience; and as Budget Fashion retailer, they might want to maintain their current positioning of low price, affordable, but also good value for money. 3.2 Product Marketing Approach A companys performance is closely linked to its marketing strategies. Each companys strategy must be unique since each company is different with respect to customer, brands and competitors. I used Ansoff Matrix to determine product marketing strategies for Primark to set the directions for its business. With this matrix; I plot current and potential products along one axis and current and potential new markets along other axis. Thus it demonstrates low and high risk options and helps to think about business growth with new or existing products in new or existing markets. Each cell of matrix suggests a particular strategic approach. Output from Ansoff matrix is a series of suggested growth strategies. Market penetration is a growth strategy where business runs as usual and focuses on selling existing products into existing markets with good information on competitors and on customer needs. Primark can maintain or increase market share of its current products by a combination of competitive pricing strategies, advertising, sales promotion. Primark has extensive portfolio and it cans secure dominance of growth markets and drive out competitors by more aggressive promotional campaign. For example Primark brand Active, supported by a pricing strategy designed to make market unattractive for competitors. Primark must uses internal promotion strategy by introducing loyalty schemes and increases its usage by existing customer. One of penetration strategy adopted by Primark is expansion of shop floors and opening new stores. Market development is a growth strategy where business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including moving to new geographical markets; for example exporting product to a new country, new product dimensions, new distribution channels, or different pricing policies to attract different customers or create new market segments. I suggest Primark to move online by launching high tech website for online sales. Product development is growth strategy where business aims to introduce new products into existing markets. It requires development of new competencies and to develop modified products which can appeal to existing markets. Diversification is a growth strategy where a business launches new products in new markets. This is an inherently more risk strategy because business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, it must have a clear idea about what it expects to gain from strategy and an honest assessment of potential risks. Analysing Primarks position and its strategies over past decade, we can better construct a growth strategy for Primark using Ansoff matrix model below in Figure; 4.2.1 Product Portfolio Analysis Marketing mix refers to set of marketing ingredients and tools a company can use to pursue its marketing objectives in target market. According to Lancaster and Massingham; (1999), it is at marketers decision to choose from an extensive set of marketing components to find right combination while marketing a product. 4Ps form basis of marketing mix. Kotler (1996) describes, Marketing Mix is a social and managerial process by which individuals and groups achieve what they need and want through creating and exchanging products and value with others. Marketing Mix is viewed as combination of elements that contribute to success of an organisation. If market research is carried out effectively, a company can plan a promotion for right product, at right price, and to get it to their chosen market, in right place.Getting this mix right is critical in order to successfully market a product. 4Ps are Product, Price, Promotion, Place as shown in figure below; Primark needs to combine various elements of marketing mix in order to achieve both a competitive advantage in market place and company objectives. Although company has control over these elements of marketing mix, but must cater elements in companys environment over which it has little or no control (figure above). For organisations like Primark although marketing mix must be is consumer-orientated catering not only profitability but also considering customer needs as in figure, Table below shows some of marketing mix decisions for Primark including aspects from each of marketing mix elements. 4.3 Brand Strategy A successful marketing mix contributes to good marketing of a product; hence there must be a brand strategy in place. American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of other sellers. (See Appendix VI for characteristics of a brand). A strong brand strategy can increase awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards company as a whole. To begin development of brands strategy for Primark, there must be clear identification of Primary Target Customer and/or Client, Competition Product and Service Mix, Unique Selling Proposition First step in developing brand strategy is defining brands. By defining brand, its easy to create foundation for all other components to build on. Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an extensive brand portfolio; Brand portfolio usually refers to companys set of brands and/or products. The logic behind having a portfolio of brands rather than a single brand is possible diversification and risk minimization. Hence brand portfolio is a treasure trove. Next step is to determine our brands objectives, Primarks branding objectives include: Delivers message clearly Confirms your credibility Connects your target prospects emotionally Motivates buyer Concretes User Loyalty Gaining a specific number of new clients in next year Positioning company as an industry leader in next 12 months To succeed in branding company must understand needs and wants of your customers and prospects. Brand objectives should be comprised of company personality, image, core competencies and characteristics. The impressions that it makes as well as words people will use to describe company to others, are basic framework of a brand. With a strong brand company builds credibility, has more influence on its market, and motivates customers and clients to purchase from it. If done correctly company will be looked at as a leader not a follower. Identifying marketing targets enables company to find opportunities available. It gives information needed to focus on buyers that are interested in what company has to offer. This can save both time and money in an ever-changing business environment. Power of brand relies on ability to focus target audiences. That is why defining target market will help to strengthen Primarks brands effectiveness. Target market for Primark is people up to age of 35 who are fashion conscious. Next step in developing Primarks brand strategy is to perform a careful analysis to determine principal barriers that it may face. These barriers are also known as market conditions that can keep your product or service from achieving success. The potential barriers in deploying Primarks brand strategy can competition, timing, financing, location, lack of demand, suppliers not meeting demands and targets. In order to face these obstacles its important to spend time doing a careful analysis of products or service to assist in developing brand, and positioning products in the market. Last step in brand strategy is branding companys identity in marketplace where image is all about appearance of packaging. Its important to realize that packaging always either has a negative or positive influence on purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to packaging is when going to launch a new brand. If youve already built a strong brand that others recognize often people may not pay as close attention to packaging. Packaging is judged and represented by business cards and stationery, web site, answering system, presentation of finished products. Brand equity does not develop instantaneously. A brand needs to be carefully nurtured and marketed so consumers feel real value and trust towards that brand. When a company manages its brands it has a number of strategies it can use to further increase its brand value. (See Appendix VI for further explanation). Brand strategies that are more suitable for Primark are line extension and introduction of new brands. Primark must focus on its brand management as its a dynamic and a continuous process that needs consistent investment of time and it must be allocated a specific budget as it is much more than mere marketing communications. Due to intangible nature of branding, results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Successfully out-branding its competitors is a continuous battle for hearts and minds of your customers. Proposition that Primarks brand strategy makes is very compelling, attractive and unique among competitiv e offerings. It must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, business development and even business partners. Primark is respected for quality of its products and cheap prices. If we briefly review business environment and other factors identified in this report for Primark then we may realize that consumer behaviour is changing and business environment evolving across retail industry. Concern is rise in suppliers demands regarding price and costs. If it continues to rise steeply it will damage profits that it is currently enjoying. Reviewing forces and factors faced by Primark and their impact on organisation, it is obvious that Primark is facing many challenges and standing at verge of it survival in long term. Market Research World, 2011 revealed that value fashion sector sees worst decline for first time in over 16 years much to gain of higher-priced retailers, reveals data by TNS Worldpanel Fashion. While fashion discounters such as Primark, Tesco, George and Matalan saw a phenomenal sales increase of nearly 30% last summer, growth has now ground to a hold with sales falling by 1% over last six months. In contrast, sales of most expensive clothing are up by 4%, as shoppers head to generally more expensive retailers such as multiples and mail order retailers. Clothing industry has been globalised. Strategies followed by clothing firms, to survive in a context of strong pressure from retailers and from competition from low-wage countries, are a combination of two trends. First trend is relocation of production to low-wage countries; second one is the development of six added-value activities: niche, Quick Response, full package, innovation, branding and retail. Elaine Giles, Research Manager, TNS says, Shoppers are starting to favour higher priced retailers and premium end of market is performing well. Growth of value sector last year came on back of new store openings and expansions that brought an influx of new buyers, but now sector seems to have reached saturation point. The only way, budget retailers can continue their success is to increase spend of existing buyers, something they may struggle to do given current retail climate. 4.0 Strategic Marketing Environment Analysis Primark is one of the leading value clothing retailers in UK. It is highly crucial for an organization like Primark to periodically review its marketing environment to gain competitive advantage in market. Discount cloth retailing in UK has several characteristics including clearance outlets, core business discounters, planned purchasing at high volume, own-label or branding, relationships with manufacturers, attracting customers with good image and service. There are three different analytical tools used to assess marketing environment of an organisation; Porters Five Forces Analysis, SWOT Analysis and PESTLE Analysis. 4.1 Porters Five Forces Analysis First of all Porters Analysis is carried out which is a technique for identifying forces which affect competition level in industry as shown in figure A below; The threat of new entrants in market is a critical element haunting Primark much as there are less entry barriers including low entry costs, high volume of suppliers, vast market in India and china, higher growth space in market, economies of scale, low capital requirements, access to distribution, government policy, low cost product design, access to necessary inputs. But new entrants in industry are not likely to cut their price to defend their market position. In an industry experiencing fast market growth, patents, proprietary knowledge, and brand reputation are also considered as barriers for companies entering industry. Strategic position of a company depends upon the extent to which what it offers is unique and cannot be replaced by something else. Primark has strong brand portfolio which is its uniqueness. As for some of products, like Primark cheap clothing there are alternatives. But there is no substitute for low price of Primarks products. Determinants of these substitution threats include relative price of substitutes, buyer propensity to substitute. Buyers/customers have greatest impact on Primarks strategies as its vision and strategies are customer focused. Hence, it has to cater changing customer trends, their demands and requirements. Customers volume, customer information level and trends, substitute products pull through, price, product difference, brand identity, impact on quality, buyers profit and incentives are few factors that Primark is facing as major challenge in competitive market. Suppliers might have high impact on Primark if they are bigger company and have less competitive market for their products. Primark is facing big challenge from supplier as it has good and long term relationships with its suppliers build on trust but recently three of its main suppliers are found involved in child labour and Primark has to cut-off ties with them immediately which is definitely a big blow for Primark. Primark pays its supplier competitive price for their products to retain them. Primark maintains substitute inputs, and high volume of supplier to avoid extra costs. Apart from five forces identified by Porters Analysis, there are other factors revealed by PESTLE Analysis challenging Primarks position in competitive market, in figure below; (For PESTLE Analysis, refer to Appendix II; and for SWOT Analysis, Appendix III) Strategic marketing analysis of Primark, using different analysis tools reveal that Primark is expanding globally and being in the global market; Primark has adopted an approach of Think globally, Act locally as stated by Armstrong, (2006). They are expanding globally but cater needs of local market and fashion trends in local culture. Primark supports UKs global role by showcasing the best of British fashion to a global customers as well as it reflects how it builds social cohesion and business ethics between customers and its suppliers. Primark faced a major blow to its reputation on 24 June, 2008 after being exposed by and undercover report by BBC exposing it using child labour. Afterwards, Primarks marketing strategy mainly focused to promote itself as ethical organisation with a clear and strict code of conduct to which all suppliers must adhere and which forms part of the terms of their contract. Primark supports nearly two million people through its supply contracts worth 700 million and is dedicated to improve their standard of living and quality of life. For this, Primark has established Primark Better Lives Foundation (Primark Ethical Trading, 2011 a). In response to the allegations of use of child labour by its suppliers, identified by Panorama (BBC program) Primark stopped buying from three factories in southern India for breaking its Code of Conduct. It also took other major initiatives and is now active member of ETI that announce it Achiever in year 2009-2010 independent audit (Primark Ethical Trading, 2011 b). (For further information on ETI and Primark code of conduct, see Appendix IV) Further apart the positions, greater the opportunity for new brands to enter market, simply because competition is less intense. For example, in fashion retailing there are numerous brands in marketplace all competing with each other across differing core attributes, brand reputation, store presence, price, and clothing quality or trendy and stylish. To show how differing brands might be positioned relative to each other using attribute scores for each brand of fashion retailer we can measure and map brand positioning for respective brands. Figure below shows positioning of a number of fashion retailers using dimensions of price, store presence, and trendy and stylish. Using this list of drivers we can further depict on what we call a perceptual map how different competing brands of fashion retailers in market are positioned according to these drivers. Understanding complexity associated with different attributes and brands can be made easier by developing a visual representation of each market. These are known as perceptual maps and they are used to determine how various brands are perceived according to key attributes that customers value. Perceptual mappingrepresent a geometric comparison of how competing products are perceived (Sinclair and Stalling, 1990). One thing to note is that closer products/brands are clustered together on a perceptual map, greater the competition. Mapping can provide significant insight into how a market operates. It provides marketers with an insight into how Primarks brands are perceived and it also provides a view about how their competitors brands are perceived. In addition to this substitute products can be uncovered, based on their closeness to each other (Day et al., 1979). All of this data reveals strengths weaknesses that in turn can assist strategic decisions about how to differentiate on attributes that matter to customers and how to compete more effectively in target market. 4.2 Competitor Analysis Like any other business, Primark is also facing tough competition from George at ASDA, Tesco, Marks Spencer, TK Max, Costco, Next, Zara, New Look, Peacock and Matalan. Analysis for each major competitor determines that Primark has better business strength and high market share. It has good financial strengths and high profitability but relatively poor quality of management and low standards of technology position. Primark is paying least attention to its marketing strategies. Marketing represents boundary between marketplace and company, and knowledge of current and emerging happenings in marketplace is extremely important in strategic planning exercise. In relation to competition, several external forces and environmental changes are faced by Primark that need to be considered to formulate its marketing strategy. Currently, Primark is facing high competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available; while Primark do not use even single media for advertisement. Marks and Spencer offers frequent promotions for its customers, they offer loyalty card, and have online sales portfolio, as well directory sales is among one of their marketing strategies. On other hand Primark is not spending much on marketing, advertisement or promotional activities which is a big setback in their management. From competitors analysis it is clear that even though there are potential threats and certain weaknesses for Primark, but strengths and opportunities can outperform weaknesses and threats. Competitive rivalry can be effectively overcome through deployment of cross-selling, pricing and co-branding and marketing strategies. This approach to sales will not only increase stability of business but also leverage competitive advantage in target market identified. Sales trends of Primark and its closest rival is Marks and Spence is clearly show difference in sales growth of both companies over past three years. 5.0 Impact of Marketing Strategies on Financial Statistics Financial analysis of Primark shows effectiveness of their marketing strategies in a more practical way. They have been operating for several years and they are currently buying out Littlewoods stores, several of the best of which will be turned into Primarks and rest sold for a tidy sum to other retailers. Its a good move that should see the chain expand its empire to reach more customers across UK. Primark has aggressive expansion plans in UK and on the Continent. It plans to open in Holland and Germany next year, as well as launching in Portugal. The Independent has learned that it also wants to open at least one more store on Oxford Street because its existing flagship is overtrading. Primark flagship takes an average of more than 2.5 million in sales a week. Rival Marks Spencer has two stores on Oxford Street, while Next has three. Figure below shows net capital investment and how much of that is spent only on acquisition of new stores and renovating them over past 3 years. It indicates that in year 2007 Primark has 5.4 million sq. ft. selling space that was enhanced to 5.9 million sq. ft. and by end of 2010 it was 6.5 million sq. ft. with a total number of 204 stores. Financial statistics of Primark present an excellent report of how revenue and operating profits soared in recent years unlike other high street retailers. Figures reveal a constant increase in revenue and operating profit over last three years. These figures show growth due to marketing strategies and increase in selling space as well. But for more analysts, increase in profit with increase in selling space is a deception of growth and they are more interested in like for like sales which do not account for increase in sales and profits due to increase in selling space by acquisition and opening more stores. Figure gives a more precise picture of how like for like sales grew over past three years and especially in year 2010 profitability has grown up to new levels despite much weaker sterling/dollar exchange rate compared to last two years and has benefited from consistently strong volume growth. Year 2010 was exceptional for Primark as its revenue increased by 18% with like-for-like sales growth of 6% and benefit of continued investment in new stores. In comparison with other high street retailers profit was 35% ahead and operating margin improved substantially from 10.9% to 12.5%. This improvement was mainly due to sterlings relative strength against US dollar in first half which benefited cost of goods sourced in dollars and sold in second half. However, in financial year of 2011, due to higher cotton prices and freight costs and increases in VAT, already implemented in Spain and in UK from January 2011, it is expected that growth will be eroded. Primark can still continue to lead market by maintaining price leadership strategy and by target marketing strategy in long run. 6.0 Findings Final Conclusion For Primark to continue delivering value across range of its products, it must develop strong marketing as well as has to enter online shopping portfolio. They have to compete with rise of online retailers. Although only 4% of clothing sales are currently made online, this looks set to grow. With many value retailers not yet having capability to trade online, they may be left behind as this channel becomes increasingly important to fashion industry. The value sector has had a huge impact on fashion market over past few years and rest of high street has been forced to slash prices in order to compete. If this influence diminishes, fashion market could become a very different place to trade in. The key challenge faced by Primark is critics who unveiled that Primark is involved in unethical trading using child labour. Other threats are rival companies, customers changing requirement which has become potential implications in implementation and success of new marketing strategies and hinder its sustainable growth its survival in todays competitive world. Primark should focus on brand stretch and family branding strategies to gain competitive edge over competitors. Primark is offering wide range of products for its valuable customers. It has a very extensive portfolio of brands and products to meet changing market needs and demands. But business environment is changing way Primark stands in todays world and it is facing many challenges. With levels of competition ever increasing, even most traditionally confident of organizations like Primark are feeling pressures to stay in the game. As technology is emerging, retail business is taking new shape changing at great speed with increase in number of quality competitor launching better services. Hence, existing clothing retailers like Primark have to divert from their traditional path in response to increasing competition. Another major reason for this transformation is that buyers are developing their taste very rapidly and are becoming more demanding with passage of time. Changes in internal external environment factors like competitive market, globalization factors, demographical and social for ces, ethical forces, technological changes, economical factors and political issues are some other major reasons for various kinds of strategic changes, structural changes, cultural changes, system changes, process changes within organisations. 7.0 Recommendations I conclude following measures for Primark to face challenge indicating which segment of strategy has to follow to achieve these recommendations, concentrate on growth of user-generated content and an emphasis on new distribution channels such as; Redesigning and re launch website with high tech online shopping portal (Market and Product Development Strategy) Expanding market, explore new markets overseas.(Market Development strategy) Brand stretch (Product Development Strategy) Finding new talent of designer (Product Development Strategy) Offer clothing for a mature market 35+ (Market Penetration Strategy) Diversify (Introduce new product line) Introduce range of accessories (Market Penetration Strategy) Expand current product lines(Market Penetration Strategy) Introduce new product lines (Diversification, Market Development) Introduce food Hall or Cafe'(Diversification) Introduce loyalty card or store card(Diversification, Market Development) Add fragrance section and pharmacies (Diversification) Introduce section for electronics (Diversification) Enter in emerging markets like telecom (Diversification) Open new outlets (Market Development) More marketing can be done New market share expanding their range of clothes (Market Penetration) New products expanding beyond clothing to include more shoes, handbags etc(Market Penetration) Start own production factories in countries like china and India to drop cost of production and more less prices (Diversification ) Introduce customized tailoring and on demand preparation of dresses (Product Development Strategy)

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In Eriksons theory, eight stages of development result as we go through the life span. Each stage consists of a crisis that must be faced. According to Erikson, this crisis is not a catastrophe but a turning point. The more an individual resolves the crises successfully, the healthier development will be. The first stageRead MoreA Report On Medical Records1300 Words   |  6 Pages I was adopted by my family the day after I was born. From ages four through nine I was admitted into the hospital, every year, for dehydration which caused uncontrollable vomiting. These illness continue to plague me even today. Doctors would often prescribe antibiotics which would help until my next illness occurred. Their never seemed to be a month that would go by without some kind of illness. The summer going into 8th, I went under nose surgery. 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This helps to create an overall mood that is dominated by Southern prejudices, interpersonal ignorance and simplicity; for example, Sister says ?Nigger girl? (1031) words that now demonstrate racism but at that time it was acceptable. The first-person point of view is crucial to the theme of Welty?s storyRead MoreThe Article Journal Times Editorial : Abortion Should Be Legal1080 Words   |  5 Pageshow women who have been rape should be given the choice to abort the baby. The author of the article wants women to be given an option because women don’t want to live a life being forced to remember the assault they face against their will. The fact is that every two minutes in the United States, someone out there is being sexually assaulted. This leads to women with psychological problems like depression, alcoholism, and are more prone to commit suicide. This is why must of the victims decide toRead MoreThe Great Gatsby By F. 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One positive view of gay adoption is that it gives the gay couple the chance to start their own family and give a child in care a new start to life in a loving home. This will allow the couple to love and care for the child just as much as they would if the child was

Essay on Bullying and Its Negative Effects - 2940 Words

Many kids all around the world are abused by their parents, peers or even by complete strangers. One of these types of abuse is bullying. At a first glance, we might think that it is an older kid beating/teasing a younger classmate however; bullying consists of much more than this. The basic definition of bullying is when your behavior hurts or harms another person physically or emotionally. There are many different types of bullying, which may lead to a victim becoming violent later on. There is teasing and name calling, there is also picking and shoving the kid. However, the most extreme one would be beating up the child, hurting them physically and mainly, emotionally. Now you may ask, how does bullying affect victims? Well, studies†¦show more content†¦In all, if a child is abused in any sort of way, bullied or even teased, they are more certainly to continue their lives within that path, negativity, surrounding their environment with hatred and unconsciousness of love a nd acceptance. We never know what is going through a child’s mind when being a witness of abuse, especially when they are young. When a child grows up at such horrid environment, theyre view in life changes automatically making them believe that this is the way of life. As these abused children get older, they do not know how to control what they feel in the inside and end up expressing it by taking their anger out on others, simply because that’s what they have â€Å"learned† in life†. â€Å"Abused children cannot express emotions safely. As a result, the emotions get stuffed down, coming out in unexpected ways. Adult survivors of child abuse can struggle with unexplained anxiety, depression, or anger† (Child Abuse and Neglect 1).however, though, the child does not evolve into a negative environment by being abused, the path that co uld also lead to a young child’s mind into negativity would be witnessing any kind of abuse within the house. â€Å"It is true thatShow MoreRelatedNegative Effects Of Bullying1188 Words   |  5 Pages Bullying is a serious issue in today’s society. It can affect the well-being of the offender, bystander, and target. It can happen almost anywhere and anytime in privacy, in schools, at places of employment, and even in neighborhoods. Bullying can be classified as being physical, emotional, verbal or social which known as cyber bullying. There are various types of bullying experienced in schools among the students like: teasing, taunting, threatening, hitting, spitting, and embarrassing othersRead MoreNegative Effects Of Bullying1811 Words   |  8 Pages The Detrimental Effects of Bullying In today’s schools, it seems there are always problems arising; one of these problems has become quite an issue and needs serious attention in order for it to be resolved. According to stopbullying.gov, bullying among school-aged children involves a real or perceived power imbalance and aggressive behavior towards other students. Most students will experience, first or second-hand, bullying throughout their time at school. This issue is causing our schools toRead MoreNegative Effects Of Bullying1232 Words   |  5 Pages Bullying is a continuing problem that has affected individuals from their childhood and continuing well into adulthood. 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Bullying comes in many formsRead MoreNegative Effects Of Cyber Bullying1528 Words   |  7 PagesWe all know that bullying in any form is horrible for the victims, so why does it happen? Some thoughts on this, are that the bullies are being harmed in some way or have low self-esteem themselves and that they cope by being mean to others to make themselves feel better. Then other ways it may just for them to feel powerful, and to look cool around the other kids. The bullies may not even understand the harm they are inflicting. (Underst anding Cyberbullying: Why It Happens and How To Prevent ItRead MoreNegative Effects Of Bullying Essay928 Words   |  4 Pages What are the effects of bullying on international students- A literature review Introduction Bullying has been a great problem in every workplace over several years (Bauman, Rigby Hoppa, 2008; Smith Brain, 2000; Olweus, 1994). Researchers have shown interest in this topic consistently (Policy, 2014; Sampson, 2009; Einarsen, Hoel Cooper, 2003). This literature review will cover the various definitions of bullying, bullying and emotional abuse in the workplace and school, various possible outcomesRead MoreNegative Effects Of Bullying Essay1175 Words   |  5 Pages Effects of Bullying In the 2014-2015 school years, 292,400 students reported being bullied out of a total of 763,000 students (Student Reports of Bullying: results From the 2015 School Crime Supplement to the National Crime Victimization Survey, National Center for Education statistics(NCES)). Bullying does not affect only children in school, but can also happen to adults. Bullying has an immense effect on people of all ages. Whether it is an adolescent at school, or an adult in their workplaceRead MoreDoes Cyberbullying Have The Same Negative Effects On Traditional Bullying? Essay1613 Words   |  7 PagesResearch Question Does cyberbullying have the same negative effects as traditional bullying? Thesis Statement Cyber Bullying has the same negative effects as Traditional Bullying. Introduction The goal of the research reports is to compare and contrast the effects of cyberbullying against those of traditional bullying. The research finds that cyberbullying does have the same effect as traditional bullying, but to a greater extent. Reviewing the researchRead MoreBullying Is A Serious Social Problem911 Words   |  4 PagesBullying is a serious social problem that happens in schools between adolescents. Bullying is not taken seriously and often dismissed. The perpetrator and the victim are expected to work out the situation on their own. There are many forms of bullying such as physical, verbal, social, and cyber. The perpetrators can have a negative effect on the victim for many years and possibly even life. 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headscarf debate in France Free Essays

string(32) " are not willing to assimilate\." Introduction On March 15th, 2004 the government of the French Republic passed a law that banned the wearing of â€Å"conspicuous signs† of religious affiliation in public schools (Bowen, 2007). Whilst this law affected Jewish skullcaps, large crosses, Sikh turbans, many scholars (i.e. We will write a custom essay sample on headscarf debate in France or any similar topic only for you Order Now Wing and Smith, Tarhan) believe that its main purpose was to ban the wearing of the headscarves, known also as hijab by young Muslim girls. Currently there are approximately 5 million Muslims living in France (CIA, 2012). The majority of them are the immigrants from former French colonies in North and West Africa. Muslims constitute 5-10% of the French population, while Islam is the second largest religion in France (Tarhan, 2011). Hence, the law from 2004 led to objections and protests amongst French Muslims. They regarded the decision of the French government as a sign of discrimination and violation of religious freedom in France (Wing and Smith, 2006). In turn, the French government emphasized that French secularism (known also as laicite), assuming separation between state and religion, was a main reason standing behind its decision (Astier, 2004)). The 2004-228 French law is controversial till this day. The supporters of this law claim that a ban on religious symbols confirmed a secular character of French Republic and defended French national identity. They also postulate that a ban contributed to a greater equality amongst women and men within Muslim society. On the other hand, the opponents often also rejected laicite as a basis of the French law 2004-228. Instead, they postulate that a fear of multiculturalism and growing division within the French society, especially after September 11th, had a key impact on the governmental decision. Further, they claim that French society suffers from Islamophobic (Scott, 2005). The following essay aims to examine the French secularism, laicite, was a key factor responsible for the banning of headscarves in France. First, the essay explains the role of female headscarf in Islam in order to understand a strong objection against a ban from the Muslim side. Second, the essay presents shortly a debate on wearing headscarves in France that had its beginning in the 1980s. Further, the essay considers the concept of laicite in France and its impact on passing the French law 2004-228. The essay analyzes other factors that influenced on the banning of religious symbols in France in order to compare their role and the role of laicite in passing the law as well as to prove that laicite had major impact on the banning of headscarves. Finally, the essay considers the ban as an unsuccessful reform and presents policy recommendations. The role of headscarf in Muslim tradition The headscarf is an important religious symbol in the Islamic tradition. The Quran, perceived as the source of Allah’s command by Muslims, states that: â€Å"believing women (†¦) should lower their gaze and guard their modesty; that they should not display their beauty and ornaments except what must ordinarily appear thereof; that they should draw their veils[1] over their bosoms and not display their beauty except to their husbands, their fathers, their husbands’ fathers, their sons, their husbands’ sons, their brothers, or their brothers’ sons or their sisters’ sons, or their women or the servants whom their right hands possess, or male servants free of physical needs, or small children who have no sense of the shame of sex, and that they should not strike their feet in order to draw attention to their hidden ornaments. And O you Believers, turn you all together towards Allah, that you may attain Bliss.† (Quran 24:31)Therefore, following Allah’s law, Muslim women are obligated to remain modest and to cover thei r beauty. Moreover, the Quran says: â€Å"O Prophet! Tell Thy wives And daughters, and the Believing women, that They should cast their Outer garments over Their Persons (when outside): That they should be known (As such) and not Molested† (Quran 33:59). It indicates that there are two purposes of the wearing of headscarves by Muslim women. First, headscarf should protect Muslim women from gazes of strange men and from being an object of stranger’s desire. Second, headscarf should help to distinguish Muslim women from women of other religions (Syed, 2001). It is worth adding that the Quran does not state precisely which parts of woman’s body should be covered. Hence, there are different types of head (and body) coverings amongst Muslim women in various countries, depending on Quran’s interpretation and culture. They range from the simple hijab, covering the head and neck to Afghani burqa, covering the entire body and leaving only so-called mesh screen so that the woman is able to see (Wing and Smith, 2006). With the beginning of decolonization in the 1950s and the 1960s, the European countries, in particular France and the United Kingdom, had experienced massive immigrations from the Middle East and African countries. Most of the immigrants were Muslims. Hence, the Western countries, characterized by Christian roots had to face different religions, cultures and values brought to the Europe by Muslims. The headscarf has become one of the most visible elements of these differences in the European’s public eyes (Wing and Smith, 2006). Headscarf debate in a contemporary France Muslims constitute 5-10% of the total French population (CIA, 2012). Mostly they are immigrants from the regions such as the Maghreb, the Middle East, Turkey and Sub-Saharan Africa and Asia. Additionally there is an increasing number of people of European descent in France who are deciding to convert into Islam. Since the late 1980s Muslims in France has strongly manifested its cultural and religious separateness. They aimed to â€Å"create an Islamic identity with local institutional, societal and cultural structures† (Wing and Smith, 2006, p.753) and they focused on building new mosques and loud practices of their religion. It led to Islamophobic tendencies in France which were often manifested by hostility, discrimination in employment and housing as well as larger socio-economic exclusion of Muslim society. Currently Muslims continue to be separated from the rest of French society. The main cause of this separation is that Muslims are not willing to assimilate. You read "h eadscarf debate in France" in category "Essay examples" The rules of Islam are not regarded by Muslims not only as religious rules but also as the rules of living. In turn, the former French governments had focused on preventing massive immigrations into France[2] (and hence, spreading Islam across the country) rather than on helping Muslims to adopt French values and norms (Tarhan, 2011). Key indicators of this exclusion are limited access to the education for Muslims, houses in the urban ghettos (known also as the zones of economic and social exclusion) but also lack of involvement in French political life and culture from the Muslim side. The debate on headscarves in France has got its root in 1989 and is known as the affaires de foulard (Scott, 2005, p. 1). At that time, three Muslim girls were expelled from their secondary state school in the town of Creil after they refused to take off their headscarves. Although it was not a first such a case (the director of this school had earlier banned Jewish students from wearing the Kippah in school), it brought an extensive attention of French media. The director of school argued that he made a decision on the basis of French laicite[3], a concept postulating separation between the state and religion (Tarhan, 2011). Muslim society was supported by Catholic, Protestant and Jewish leaders. Together, they postulated that laicite should have been regarded as toleration for other religions rather than condemnation of religion (Scott, 2005). This approach was also accepted by the former Minister of Education, Lionel Jospin (the Socialist Party) He announced that religious symbols and clothing at schools were allowed as long as they did not threaten other religious beliefs (Tarhan, 2011). Despite this governmental announcement, a number of similar cases has dramatically increased between 1989 (400 cases) and 1994 (3000 cases), what led to racial and religious violence in France (Bowen, 2007). It is worth adding that also international events had an impact on growing violence in France. Particularly important seems to be a civil war in Algeria, a former French colony where the secular government struggled with the Islamic fundamentalists. In 1994 the tensions were so intense that education staff were sending letter to the French government, asking for advices on how to deal with the situation. As a result, new Minister of Education, Francois Bayrou (the Democratic Movement) implemented new rules on religious symbols in schools. He allowed only discreet symbols in schools, while he prohibited ostentatious symbols. Discreet symbols were defined as those that â €Å"demonstrated personal religious conviction† (Tarhan, 2011, p.18), while ostentatious – as those that led to discrimination and differences into the educational communities. Bayrou’s claim was controversial and brought the attention of French media. Consequently, the Conseil d’Etat, the highest administrative court in France, decided to investigate the controversial issue. The court rejected Bayrou’s decision and recommended school administrations and teachers to make decision on the actions of their students. The French government appointed an Algerian-born Muslim woman, Hanifa Cherifi, as a governmental mediator responsible for handling the wearing of headscarves. In result, the issue has grown quiet for nine years (Scott, 2005). The issue of headscarves was brought to the public attention again in 2003, when the Minister of Interiors and Cults, Nicolas Sarkozy postulated that Muslim women should take off their headscarves while posing for official identity photographs. As Muslims became an important minority in France with the beginning of the twenty first century, Sarkozy’s claim reflected growing frustration and intolerance towards visibility of religious symbols in public places amongst French politicians and society. It also brought back the issue of headscarves in schools. In effect, French President, Jacques Chirac (the Union for a Popular Movement) formed a commission led by Bernard Stasi in order to investigate the implementation of laicite in French educational institutions. . Students, teachers, intellectuals and also the European Commission got involved in the work of Stasi’s Commission. Some Muslim girls chose to be interviewed undercover, as they wanted to voice their opinions about wearing the hijab anonymously. The report produced by Stasi’s Commission presented an in-depth study on the role that the hijab plays in the Muslim community. In reference to Islam, one of the most important results was that young Muslim girls, that used to grow up in a society dominated by western culture and values found difficult to reaffirm their identities as Muslims by the way they had to dress. Further, it showed that young Muslim girls were often not participating in classes such as P.E (physical education) as they were afraid of violence and assaults from Muslim men’s side. Moreover, Muslim girls often confessed that they were being forced to wear the hijab by their families and peer groups. The Stasi’s Report also drew open other issu es surrounding Muslim women such as female genital mutilation and forced marriages (Vaisse, 2004). The Stasi’s Report pointed out that the existence of religious symbols in schools was not compatible with the concept of laicite. The Report postulated that the veil was responsible for the alienation of women. As secularism and gender equality were regarded as the important features of laicite, the Report recommended banning religious symbols in schools[4] (Wing and Smith, 2006). It is important to add that the critics of the Stasi’s Report aimed to undermine the validity of the report. They postulated that the report was mainly based on western perceptions on the hijab and Muslim women. The link between forced marriages, female genital mutilation and the hijab, were all based upon the commission negative image of Islam, there was no empirical research to back their findings (Schiek and Lawson, 2011). Muslim women argue that the hijab is worn voluntarily and it brings th em a sense of belonging and community (Schiek and Lawson, 2011). Following the Stasi’s Report, on February 10th, 2004, French National Assembly passed the law on the banning conspicuous religious symbols in schools. A huge majority of the Assembly, 494 members, were in favour of the ban, while only 36 members voted against the ban. At the same time, 31 members abstained from voting. Similarly, on March 3rd, 2004, the French Senate also passed the same legislation. 276 voters were in favour of the ban, while 20 of them voted against the ban (Weil, 2009). The implementation of the new law was preceded by three demonstrations, respectively, on December 21st, 2004; on January 17th, 2005; and on February 14th, 2005 that aimed to stop passing the law 2004-228. These numbers underline that most of the French politicians supported the ban regardless their political beliefs and hence, indicate that most of the politicians noticed the problem of growing division within the French society. Mohammed Latreche an Islamist activist mobilized and encourage d French citizens to participate in these demonstrations. He established a political party, Pati des Musulman de France (the Party of French Muslims) with the headquarters in Strasburg. The demonstrations, showed the Muslim publics outrage at the law that was about to be passed. The legislative ban was regarded as an attack on Muslims with the Muslim society. Two girls even went as far as hunger strikes to show their opposition to the ban. Some posters propagated slangs such as ‘Stasi killed me’ and ‘1 veil= 1 vote’ (Bowen, 2007). Officially, the law was implemented on March 15th and it is known as the law 2004-228. Despite the demonstrations, the legislative ban in France has been largely supported by the French society. According to Pew Research Centre (2006) 78% of the French population have supported the ban, while only 22% of the population have regarded the banning as a bad idea. These results might indicate that most of the French society agreed on t he separation between the religion and the public sphere. The concept of laicite and its impact on the banning of headscarves in France Many scholars (i.e. Wing and Smith[5]) believe that the concept of laicite was a key factor behind the decision on the banning of headscarves in France. Laicite has a long tradition in France and hence, it is crucial to analyze its influence on the ban of religious symbols. As it was mentioned above, laicite, known also as a French secularism can be regarded as a unique feature of French politics. It is based on the freedom of thought and the freedom of religion and assumes separation between the state and religion (Tarhan, 2011). It is important to underline that laicite does not indicate the governmental hostility in reference to the religion. Instead, it believes that the political and religious issues should be kept separately and hence, the government and religious organizations should not influence on each other. There are two main interpretation of laicite. First, laicite can be viewed as passive neutrality or non-intervention by the state in the private religious domain. This interpretation suggests that the exercise of religion in the private sphere is p ermissible, and that the French state will not openly support overt religious practices in public spheres (Scott, 2005). Another interpretation of the laicite’ can be viewed as a more active secularism, in terms of which the nation is promoted as a fundamentally political society fiercely independent of any religious authority (Wing and Smith, 2006), and one in which the values of the state can be defended through the concept of L’ordre Public in order to justify interference where necessary with some religious organisations. This definition of laicite’ gives the government more control over public institutions and the amount of religious activity that goes on there, for example schools (Weil, 2009). It is important to add that the concept of laicite has also got its opponents. They postulate that that laicite is a strong form of anti-clericism and should be regarded as a violence against the freedom of religion as it prohibits the right to religious expression. Further, they argue that the countries characterized by secularism actually support the dominant religion of this country and undermine the religious rights of the minorities in this country. For instance, in France the public holiday and school holiday are mostly based on the Christian liturgical year (Weil, 2009). The principle of laicite became predominant and put into practice was during the French Revolution (1789). Initially it concerned the separation between the state and the Catholic Church, which had played a major role in France in the eighteen century. Revolutionaries aimed to redefine citizenship and nationhood and hence, to separate Catholicism from the French identity. New citizenship was meant to be universal, secular and inclusive. Instead, the French Revolution led to ‘xenophobic nationalism’ (Tarhan, 2011, p.4) which targeted foreigners as well as priests, rebels, political opponents and noblemen. Similarly, the Revolution started to reject religion rather than tolerate it. The principle of laicite had been implemented for the first time in public school in France in 1883. This law, passed on June 28th, 1833 entailed that primary school teaching should have no religious affiliation. Further, laicite was implemented in France through the creation of the public scho ol system, in the years 1881-2 with Jules Ferry’s public school laws (Bowen, 2007). However, despite these steps Catholicism remained an important element of French regime until the end of nineteenth century. More significant changes started in 1901 when France passed a new law, Law of Association according to which religious associations became obligated to have a state supervision. Further, in 1904 the religious communities were forbidden to provide education. In result, approximately 30,000 of clergy lost their teaching jobs and stopped taking salaries from the state. Nonetheless, the legislation passed in 1905, known as the Separation Act, is regarded as first meaningful success of secularists in France (Tarhan, 2011). The 1905 law has become the legal guideline for the separation of the state and the church. The word laicite did not appear in the 1905 law. However, the first article of the law emphasized freedom of religion in France, as it stated that: â€Å"the republ ic ensures freedom of conscience. It guarantees the free exercise of religions with the sole restrictions decreed hereafter in the interest of public order† (Tarhan, 2011, p.7). The second article, in turn, declared that â€Å"The Republic does not recognize, fund or subsidize any religion. [†¦]State, departmental and commune budgets, together with all expenses relating to the exercise of religions will be abolished.† (Tarhan, 2011, p.7) and hence, it guaranteed state’s neutrality towards religions. The legislation from 1905 gave a political and legal character to the concept of laicite in France. More importantly, it indicated that laicite was a process that had emerged in France through the confrontation about national identity between Clerics and Republicans (Scott, 2005). The principle of laicite has initially been implemented in reference to Catholicism. However, as France has become a multicultural and multi-religious country, laicite has also affected other religions. The ban on religious symbols from 2004 has particularly affected Muslims. It seems to emphasize an impact of laicite on the French politics and tradition. Nowadays laicite is regarded in France as one of the foundations of French Republic and the French collective (national) identity (The Economist, 2004). It represents a sharp contrast to Anglo-American model of multiculturalism supporting the development of community characterized by multiply cultures, values and traditions. French believe that laicite guarantees tolerance, freedom of religion, peace as well as social cohesion. Further, laicite postulates a sharp division between public and private spheres. Religion and ethnicity can be manifested in the private sphere. However, the only visible legitimate identity in the public sph ere should be French national identity. Further, the laic state has right to interfere in the religious issues if the national unity and common values of the French Republic are threatened (Weil, 2009). According to the concept, Muslim society should accept French norms and culture in order to become a part of French political unity. Nonetheless, Muslims have become a significant minority in France, unwilling to adopt French tradition and lifestyle. Instead, they strongly manifested own culture, tradition and identity (The Economist, 2004). Islam was perceived not only as a religion but also as a rigorous lifestyle that rejected Western values such as liberty, freedom and laicite. Hence, French started to perceive Muslims and Islam religion as the threads to the French national unity that had to be addressed and resolved. The debate on headscarves in France confirms this negative perception of Muslims within French society (Tarhan, 2011). With the exception of laicite, there were also other factors that had an influence on the ban of religious symbols in France. As stated in the Stasi’s Report, the ban aimed to empower Muslim women and to guarantee greater equality amongst the Muslim women and men. However, in this case, the ban was just a symbolic gesture, as it only applied to the young Muslim girls in public schools and did not affect adult Muslim women, working in some public places or just walking on the streets (Bowen, 2007). In contrast, there are several external factors that might have influenced the timing of headscarves debate in France. When the first debate on headscarves took place in 1989, the Communist system in the Central and Eastern Europe collapsed. Europe experienced massive inflows of Muslim immigrants and spreading Islam religion across the European countries. Hence, Islam quickly started to be perceived as a thread to the Western values that replaced an old thread, communism. Further, in 1994 there was a civil war in Algeria, a former colony of France that was caused by the conflict between the secular military government of Algeria and Islamic fundamentalists. The Algerian conflict indicated a possibility of similar problems between the state and its largest religious minority in France. Finally, in 2003 Europe was still strongly affected by the consequences of September 11th (2001). Additionally, the wars in Iraq and Afghanistan as well as the worsening of the conflict between Israel and Palestine resulted in sharp divergence between the West and Islam culture. At that time, French Muslims definitely identified with the Muslims in other parts of the world and the wearing of headscarves manifested such identification. French government, on the other hand, faced real threads of terrorism. Hence, the one of the goals of French defense became to prevent French citizens and institutions from potential challenges to their integrity in the face of growing xternal thread s (Scott, 2005). Conclusions To sum up, the ban of religious symbols in schools implemented in France in 2004 was very controversial and led to numerous protests and demonstrations in France. The supporters of the ban underlined the secular character of France and the need to separate religion from the public sector. The opponents, in turn, argued a minor impact of the ban, as it only affected Muslim schoolgirls, constituting relatively insignificant percentage of Muslim female population in France. Without a doubt, laicite had a key impact on the legislative ban. The French government aimed to emphasize a secular character of the French Republic and the importance of separation between the state and the religion, a traditional element of the concept of laicite. In the contemporary France, key elements of laicite have become nation identity and unity. As French society was characterized by a strong division on Muslims and non-Muslims as well as by strengthening Muslim influences, the French government has become responsible for protecting the French national identity. The ban was believed to be a successful tool to achieve this goal. Except laicite, there was a number of international events such as Afghan war, Iraqi war or Israeli-Palestinian conflict that strengthened Islamophobia in Western countries, in particular in secular France that has always been characterized by the opposition to multiculturalism and foreign nations. Although some scholars (i.e. Scott) postulate that gender equality was also a factor influencing French decision on the ban, there is no strong evidence to support this claim. In fact, the ban affected only small number of young Muslim girls being in public education. Nowadays it is certain that Muslims have to accept cosmopolitan values and freethinking if they aim to stay in the Western countries. Currently a number of Western countries such as United Kingdom, Spain or Germany have been characterized by a trap of two conflicting cultures. However, forcing Muslims to go against their religious practices, as applied in France seems to be counterproductive. The ban of religious symbols in France led to the riots (2005) in so-called les cites, ghettos focusing North Africans and Arabs that spread around the major French cities. During these riots two Muslim teenagers were accidently killed. However, the ban of religious symbols could have disastrous consequences. Young Muslims, rejected by the French government and regarded as a second-class society, often accept extremism and violence as the solution of their problems. It is also a sign of their dissatisfaction in reference to French and Western policy. The example of the United States demonstrates prominently the negative consequences of rejecting and underestimating its ethnic minority. The young, radical Muslims trained by the conservative European imams became responsible for the dramatic events from September 11th (Kiersh, 2008). The French government should have learnt a lesson from the international events such as bomb attacks in London or Madrid during which Muslims born in Europe were also involved in these dramas. The French government should stop pushing its Muslim society towards extremism and encouraging violence amongst them. Instead, the French government should establish a long-term strategy in order to incorporate their Muslim minority into the environment they regard as unfriendly. The government must develop new, comprehensive measures that will help Muslims to identify with the rest of the French society and to become involved in various aspects of French lifestyle. In order to achieve these goals, the French government must focus on the reduction of job and housing discrimination in the first place as well as on changing the attitudes within the French policy towards Muslim male immigrants. The French government can expect that other European governments (in particular British, German and Span ish governments) will be also willing to address the problem of separation between Muslims and mainstream society, as they struggle with the same problem. An interesting idea seems to be a cross-countries program involving the governments of these states that would implement common reforms so that the Muslims can assimilate with the rest of the societies. Also the United States could probably get involved in such a cross-countries program in the framework of the War on Terror. Without a doubt, the European governments would be more willing to accept such a form of terrorism fighting rather than military interventions in the Middle East. The following concept requires in-depth analyzes and detailed policy planning. However, it would definitely bring larger and more positive outcomes than the ban of religious symbols in public schools (Kiersh, 2008) List of references: Astier, H., (2004). The deep Roots of French Secularism [online] available from: http://news.bbc.co.uk/1/hi/world/europe/3325285.stm (Accessed on 25.04.2012). Bowen, J., (2007). Why the French do not like the Headscarves. New Jersey: Princeton University Press. CIA, (2012). The World Factbook: France [online] Available from: https://www.cia.gov/library/publications/the-world-factbook/geos/fr.html (Accessed on 25.04.2012). Kiersh, A., (2008). Why the Headscarf Ban is wrong for France [online] Available from: http://www.sikhcoalition.org/documents/AaronKiershEssay.pdf (Accessed on 25.04.2012). Morin, R. and Horowitz, J., (2006). European debate the Scarf and the Veil [online] Available from: (Accessed on 25.04.2012). Scott, J., (2005). Symptomatic Politics: The Banning of Islamic Head Scarves in French Public Schools. New Jersey: Institute for Advanced Study. Schiek, D and Lawson, A., (2011). European Union Non-Discrimination Law and Intersectionality: Investigating the Triangle of Racial, Gender and Disability Discrimination. London: Ashgate Publishing. Syed, I., (2001). Women in Islam: Hijab [online] Available from: http://www.islamfortoday.com/syed01.htm (Accessed on 25.04.2012). Tarhan, G., (2011). Roots of the Headscarf Debate: Laicism and Secularism in France and Turkey. Journal of Political Inquiry, 4, p. 1-32. The Economist, (2004). The war of the headscarves [online] Available from: http://www.economist.com/node/2404691?story_id=2404691 (Accessed on 25.04.2012). Vaisse, J., (2004). Veiled Meaning: the French Law Banning Religious Symbols in Public Schools. Washington: The Brookings Institute. Weil, P., (2009). Why the French Laicite is liberalCardozon Law Review, 30(6), p.2699-2714. Wing, A. and Smith, M., (2006). Critical Race Feminism Lifts in Veil?: Muslim, Women, France and the Headscarf Ban. California: UC Davis. How to cite headscarf debate in France, Essay examples

JOhn Lewis environment forces free essay sample

John Lewis, one of subsidiaries of John Lewis Partnership (JLP), launched its first store in London’s Oxford Street in 1864. The company then has implemented the organic grown approach, pursuing a dynamic business and corporate strategy. It has been successful by making the right strategic decisions thorough effective operation (O’Regan and Ghobadian, 2012). By 2012, the firm becomes the largest multichannel department store retailer in the UK, with 30 department stores and 9 John Lewis at home, providing Fashion, Home, Electronic products and Home Technology assortment. It publicised that profit before tax in 2012 was ? 15. 8 million, almost triple of that a decade ago (John Lewis plc interim report, 2012). However, success cannot only be measured in term of finance, but also in term of stakeholders’ happiness. John Lewis achieved Britain’s Favourite Retailer Awards for the fourth consecutive year in 2011 and many other awards. This paper is about to use environmental forces to explain the achievements of John Lewis over 150 years. The work contains mainly three parts: macro-environmental force focusing on four points, then moving to two elements in micro-environment and conclusion. Macro-environmental forces Macro-environment is also known as external environment which affects business decision in various ways and which can impinge not only on the transformation of the firm, but also on the process of resources acquisition and on the creation and consumption of output (Worthington and Britton, 2009). These forces can shape and moderate the behaviour of all stakeholders in the market including competitors, suppliers, customers and employees. The macro forces are often organised into political/legal, economic, ecological/physical, social/cultural and technology (Kotler et al. , 2010, p. 154). In order to clarify its influence effectively, the economists arrange them into few models such as PESTEL, DEEPLIST. This paper will apply the PEST model to consider: Political, Economic, Social-cultural and Technology impacts on the success of John Lewis. Political and Legal In order to predict and achieve economic objectives, the government attempts to have some control over business environment. To recover the economy from the recession, the Bank of England has historically set up the interest rate at less than 2% since 2008. It aims to persuade consumers that saving money is less attractive as less interest is received and it also reduce the payment on mortgages and other loans. Homeowners, hence, have more discretionary income, resulting in spending on other consumer goods (Bain, 2009). Moreover, the low rate which means little in return, will increase consumer confidence in purchasing because cost of goods bought in credit is poorer. Although the majority products in John Lewis are highly income elasticity like electrical and furniture goods which are more expensive comparing to them of other retailers such as Debenhams, the low interest boosted the sales of the stores, thus greatly help performing during the recession. The electrical and home technological sales in John Lewis rose up by 13% in 2009, mostly from TV sales (Bain, 2009). Since 2012, British government has encouraged companies to practice Employee Share Ownership Plan (ESOP) which is giving shares to employees with the aim of urging motivation, thus growing and improving productivity (BBC News, 2012a). This strategy has been already practiced by Sir John Spedan Lewis, founder of JLP, many years ago and present as a unique figure of JLP. The declaration of Nick Clegg, Deputy Minister of Britain, of JLP as a typical example of excellent employee owned company that is having a great performance and contribution towards the UK economy, has been again strengthened. Since government mention of JLP as a successful model of ESOP, it can augment the reputation of the Partnership. In term of specific effects on John Lewis Department Store, this honour is an enormous promotion on national level, so enabling to maintain customer’s loyalty and attract more potential customers which will benefit its long term growth. Economics The financial crisis in 2008 caused the failure for many companies across many countries in the world, including the UK. However, the very low interest rate, mentioned above, helped John Lewis to survive because the low rate will increase business confidence, hence more investments are made. This is because the returns on the future strategies seem to exceed interest payments that have to be made on borrowed funds. For instance, with the ? 6 million for 6-week TV advertising campaign, the company was able to succeed even in the recession as its gross sales increased by 2. 8% during the campaign. Helping the company survive and expand, a new department store in Cardiff represents John Lewis’s solid position even during the harsh economic environment (John Lewis Partnership annual report and accounts). Moreover, United Kingdom is one of the countries which have high GDP in the world, with the GDP in 2011 of $2. 4 trillion and $37,100 per capita (Central Intelligence Agency 2012). Therefore, it confirms that UK market with its strong purchasing power and living standard creates advantages for every business, particularly in retail sector. Strong purchasing power will increase demand for goods and services in the market, thus the firm can use this advantages to enlarge profitability (Gerth and Kotler, 1999). For that reason, John Lewis is able to benefit from purchasing power in order to produce more sales and increase the profit. In addition, John Lewis’s products are a little higher in price because of its quality, however, it still has ability to make up their price to maximise the profit and compete with other firms. It is because the high income and living standard allow people to have more money in their budget, hence for customers easily accepting a small change in price. As a result, with competitive pricing, total sales at John Lewis rose 6. 7% and 21% rise in operating profit in 2009 (Gordon, 2010). Socio-cultural The success in children sales are affected by the demographic change in the UK, including population and age structure. The population in Britain has been growing constantly over the decade, reaching approximately 63. 2 million in 2011, 4 million more than recorded in 2001 (BBC News, 2012a). This, in turn affects John Lewis toys, nursery and baby sales that soared to 10. 3% in 2012 as John Lewis is famous for its distinct children game, Lego (Holland, 2012). According to a recent BBC News, in 2011 the number of babies born in England was the highest since 1971, expecting another record-breaking in 2012 (BBC News, 2013). Other statistics from BBC News (2012c) displayed that there has been a rise in life expectancy in the UK with 16. 4% of people over aged 65, the highest record in any census, due to high living standard. A research claims that mature people tend to spend more on their grandchildren rather than on them and less on luxury goods (Access economics, 2001). Hence, it is highly proved that the more born babies and high ageing population will lead to greater demand for children’s products such as toys, hence increasing sales on John Lewis in general. On the other hand, lifestyle can clearly affect people’s attitudes and behaviours (Worthington and Britton, 2009, p. 144). The prevalence of internet creates a new lifestyle in which people embrace social networks to communicate. Understanding the rapid spreading ‘culture’ social networks such as Facebook and Twitter in community, John Lewis has leveraged them to catch up with new trend, hence keep in touch with customers. After launching John Lewis’s Facebook page in 2010, today it has nearly 400,000 followers (The Marketing Society, 2013). With such a huge amount of people connecting with the firm, the networks can be used for marketing purpose which is vastly cost-effective instead of other advertising tools. John Lewis, for example, is able to inform its followers easily about promotion and sale period, hoping to encourage sale. Technology The emergence of the internet supports firms to build and maintain customer relationship by online activities which may assist the exchange of ideas, products and services (Mohammed et al. , 2001 cited by Gay et al. 2007, p. 6). Nowadays, people are busier so in-store shopping is less and less attractive or they do not want to be in the multitude during peak times such as Christmas. Online shopping, which can substitute the traditional method, can help buyers to purchase at anytime and anywhere. Therefore, with the convenience, johnlewis. com is an important element of John Lewis’s success. There was just 27. 2% increased sales, compared to that in 2010, on johnlewis. com, accounting for 19% of total in 2011 while the online sales rose by 40% in 2012, accounting for 25% of total company revenue (John Lewis plc interim report 2011, p. 6 and 2012, p. 6). These figures express a significant improvement of online sales for the previous two years. The John Lewis website, additionally, provides all information about products such as price, usage introduction, so it is not necessary for customers to visit stores for advice thus saving time. It achieved the â€Å"Best Online Retail† of 2010 conducted by Verdict Research (John Lewis), hence strengthening the image. Micro-environmental forces Opposing to macro environment, micro-environmental forces are closer to the business and impact directly on its operation. These forces usually consist of employees, customers, suppliers and distributors (Worthington and Britton, 2009). Among those, stakeholders such as employees and customers have played important roles in the success of John Lewis. Knowing that employee, who will deliver products and services to customers, is one of the most crucial factors that influence the victory of the company so John Lewis has applied the ESOP for long time growth, emphasising that employees are its partners. In 2011, when the high revenue was still suffering by the recession’s effects, John Lewis staffs received 17% share of profit, which was equivalent to an approximate payment of nine weeks (The Guardian, 2012). A survey conducted by Bryson and Freeman (2010) implies that many employees desire some forms of ownership in the company where they work, thus this benefit will increase employee loyalty and enthusiasm to work harder. Since employees are also the owners, hence if they are more responsible and dedicated to the jobs, the business not only can increase profitability, but also is able to receive more dividends. Although ESOP may reduce the retained profit of the firm, it helps John Lewis to grow further in long term prospect. Moreover, the loyal customer base is considered as a main contributor to John Lewis’s achievement. Throughout years, John Lewis has gradually become a trusted brand to its customers. The over 88 years motto â€Å"Never Knowingly Undersold† which claims to provide the lowest price comparing to other high street competitors, has recently been altered its promise to match with the warranty service offered by the John Lewis (The Telegraph, 2011). It means the price which John Lewis offers is higher than some other retailers. However, it seems to not have much effect on John Lewis as consumers are looking for a reliable brand, not just cheapest price and they also believe in the value of the firm. Therefore, people are willing to pay more at the Department due to its high quality and outstanding services. This is the reason why John Lewis could perform well during recession, while other competitors, for example, Debenhams and BHS seemed to choose other inadequate solutions such as loss-leader, hence suffering loss (Wood, 2011). Conclusion John Lewis Department Store is executing perfectly with micro and macro environmental forces. This is proved by its survival over recession and the favourable financial statement provided by the firm over many years. The success is reasoned to John Lewis effective management by making the right decisions and comprehending the importance of environmental factors such as the emergence of shopping online. Furthermore, its value in quality from products to services has built a strongly recognized brand to customers, thus becoming the leader in UK retail market. However, the environment forces are very capricious so John Lewis has to be always cautious and be prepared for any contingency plans in order to preserve its prestige in the future.