A New Sport free essay sample

After my 8th grade graduation, summer came and went, and then it was time to start high school. I, like the average freshman, was extremely nervous. First, there was the social aspect: my old school had thirty people per class, and Chaminade had nearly three hundred. I really didn’t know anyone except for one girl, and since we didn’t have any classes together that year, we hardly ever saw each other. Then, I was unsure about the academics. I heard of people pulling all-nighters a few times a week, and I didn’t want to work during the wee hours. For the first month I hated school; I hated waking up earlier, I hated the immense crowds, I hated not knowing anyone, starting from scratch, and having to always be energetic, perky, and friendly. Although I was coping with the work load, there was something else that was weighing down my mind: field hockey. We will write a custom essay sample on A New Sport or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page It had been my mother’s idea. She had thought about my future in applying to colleges, and took it upon herself to make sure my schedule was jam-packed. The best way to do this, she reasoned, was for me to join field hockey. I wanted to do volleyball—I had played it for six years, and wasn’t bad. But my mother saw my height and knew I was too short. I wanted to do cross country—there were no height limitations there. Again, my mother said no: she told me that I wasn’t a runner. â€Å"But at least I know how to run!† I argued. â€Å"I don’t know how to play field hockey!† It made no difference. My mother bought me a field hockey stick and stranded me on the field the night after my first day of high school. Inwardly cursing my mother, I tentatively walked up to a group of girls, all laughing at something one of them just said. They grew quieter as I walked up, but still held the smiles on their faces. I drew up all my courage to say: â€Å"Hi, I’m Caroline. You guys play field hockey, right?† I waited for them to burst out laughing and say that they were part of another team: softball, maybe, or track. But instead a girl, a broad grin stretched across her face, stood up and said, â€Å"Yeah, that’s us. I’m Evy, I think you’re in my Film class.† I nodded, trying to remember if she actually was. I really had no idea if she had been, but I agreed anyway, for lack of knowing what else to say. â€Å"And I’m Tito,† said another girl, smiling at me. What kind of name is that? I wanted to ask. But I didn’t. Later, she explained to me that her real name was Nikhita, but the team called her Taquito, Tito for short. She continued, â€Å"Where are you from? And why are you playing field hockey?† A few murmured they’d been wondering the same thing. I grasped for the bucket floating in the well of chattiness inside of me, and answered: â€Å"I went to Saint Martin of Tours, in Brentwood? I moved here a month ago. And I play soccer, and one of my teammates plays field hockey and she told me it’s really similar.† I didn’t mention I was being forced to be there right now. Even through that small introduction, all of them accepted me into their little huddle, and I rode the wave of conversation until the coach showed up. Again, I introduced myself, stated my slightly abridged reasons for being there, and then I was sent into drills with the others. I tried to do well. But it was so difficult! To use a thin stick to hit a heavy yet small ball was no easy task, and I knew I looked silly attempting it. I was easily the worst one, and that was the part I hated most of all. Being horrible at something I didn’t want to learn in the first place made my stomach curl into knots and gave me the urge to sit down, cry, and give up. But the one thing that kept me going was the girls. They were so easy to talk to, so nice. I met others, some sophomores, some juniors, some seniors. But the friendliest were the freshman. They began to be the ones I would say hi to in the hallways, the ones who would sit next to me in class, and the ones I hung around with during the first dance of the year. There was another girl, who I instantly deemed an expert at field hockey. Maybe it was the way she held her stick, or the way she talked to me about her favorite types of sticks, or the way she knew all the rules of the game and took the time to describe them to me. Her name was Bree. She and one of her friends, Chelsea, befriended me, taught me, and gave me an enthusiasm for the sport. However, the real turning point was when I had somehow earned a few minutes of playing time from my coach. It truly did help that I was in shape from soccer, and I found out it was the same strategies as soccer players used. There was a breakaway, and I sprinted back to the goal to stop the point that was surely about to be scored. I caught up with the girl and tried to â€Å"jab† at the ball, which was a field hockey technique. I missed the ball several times, instead illegally hitting her stick. It wasn’t called, fortunately. But it was enough to slow her down, and once she was going at a mere walking pace, it was much easier to actually push the ball away. From then on, I was a player who was guaranteed some playing time; since I had little skill, I think it was because of my effort. That gave me high spirits that I had accomplished what other people consider a negligible success, and soon the rest of my high school problems corrected themselves and my life fell int o an effortless routine. And thanks, Mom, for forcing me out of the car onto the field, making me face my cowardice, and pushing me to live to my fullest potential.

Compare and contrast two examples of brief therapy Essays

Compare and contrast two examples of brief therapy Essays Compare and contrast two examples of brief therapy Essay Compare and contrast two examples of brief therapy Essay called The Skilled Helper Model . Harmonizing to Egan ( 1990 ) this provides one manner of analyzing a patient s job to let the originative production of alternate solutions. This theoretical account is non so much a specific method of transporting out therapy as an overall theoretical account of the assisting procedure. What Egan ( 1990 ) provides is a model within which a healer or counselor can work. The theoretical account breaks down the assisting procedure into three phases. The first phase involves the healer pointing themselves within the patients universe, to get down happening out what is traveling on. Egan ( 1990 ) farther interrupt this down into three different phases. The first phase involves the healer promoting the patient to state their narrative by utilizing active hearing and oppugning to arouse all the relevant inside informations. It is here at the first phase that a clear contrast can be seen with the SFBT which does non supply much focal point on the geographic expedition of the job Egan s theoretical account is acute to prosecute with the exact dimensions of the job. The 2nd portion of the first phase involves placing any blindspots or parts of the patients narrative which have non been sufficiently investigated. As everyone has their ain peculiar beliefs and premises about the universe, the theoretical account s method encourages the patient to research th emselves from a more nonsubjective point of view. Harmonizing to Egan ( 1990 ) it will frequently be that there are many facets of themselves that people are non cognizant of. To a certain extent, this will affect soft challenging of the patient to assist them get at a wider point of view. This provides a 2nd contrast to SFBT which is non truly concerned with disputing the patient s point of view, as its focal point is more solution-orientated. The 3rd portion of the first phase is in concentrating down onto which peculiar country the patient would wish to concentrate on in their therapy. It may be that through doing a alteration in one country of their life, good effects will be seen in other countries as good. Egan ( 1990 ) negotiations of placing those concerns, concerns, or even chances, that will do a difference to the patient. This may affect make up ones minding what would hold the greatest knock-on effects, or what it is possible to accomplish at the minute. Again this 3rd p ortion of the first phase provides a contrast to SFBT as it is still centred largely on the different jobs that the patient has. The 2nd phase in the skilled assistant theoretical account, as explained by Egan ( 1990 ) , is promoting the patient to visualize a better hereafter for themselves. The purpose of this procedure is to clear up ends and to supply motive. Again, this phase is broken down into three parts. The first portion is where the healer encourages the patient to visualize a solution province to their job. The patient is helped to be originative in the manner they solve their job, non to be constrained by practicalities. The 2nd portion involves conveying in the practical facets of the end and seeking to make something that can truly be achieved. Egan ( 1990 ) besides suggests that the end should be in line with the patient s values, represent a good manner of turn toing the identified job, be possible within a period of clip and be realistic. The 3rd portion of this 2nd phase involves the healer in proving with the patient whether the motive is at that place or non. And if it is non, so ways need to be examined for happening the motive or doing other alterations to the ends. The 2nd phase of the skilled assistant theoretical account appears to come closer to SFBT as it is concentrating on the solution. In peculiar, both therapies focus on holding a vision of how things might be in the hereafter. The skilled assistant theoretical account, nevertheless, topographic points more accent on the input of the healer as a moderator for the patient, the healer in a SFBT session will merely admit the patient s pick, compliment it and travel on to turn to it. The 3rd phase of the skilled assistant theoretical account involves working out precisely how the client will acquire from the current state of affairs to the end that they have envisioned. Again, this phase is broken down into three parts. First, the patient is asked to brainstorm for schemes the accent at this phase being on thought as widely and creatively as possible. Again, the 2nd portion involves contracting these schemes down to take the most appropriate. The pick of scheme may be limited by the patient s frame of mention and so the healer is encouraged to assist the patient get as near to their end as possible. Finally in the 3rd portion, the patient is encouraged to turn the peculiar scheme that has been chosen into a concrete, bit-by-bit program. Egan ( 1990 ) explains that this is done by interrupting down the scheme into its constituent parts and so attaching a time-frame to each action. With the accent in the 3rd phase of the skilled assistant theoretical account on the building of a solution, this is possibly the closest in spirit and method to SFBT. This 3rd phase besides emphasises the importance of leting the patient to make their ain decisions with the healer merely steering the manner, a similar attack to that used in SFBT. A hunt of the psychological databases for research on the rating of the skilled assistant theoretical account reveals that little or no research specifically on this theoretical account has been carried out. This is likely because of the generalization of the theoretical account, the trouble of make up ones minding on appropriate result steps and really mensurating any results that are decided on. This so provides a farther contrast between the two types of therapy, in that SFBT has some positive grounds in the peer-reviewed literature to back up its usage, while the skilled assistant theoretical account largely because of its nature has little. Some other, more general contrasts can be drawn between the two types of therapy. In SFBT, the healer is most interested in making a vision for the hereafter and believes that the seeds of this vision are contained in the patient s current behavior. These can be brought out by concentrating on the behavior and what the patient feels is required in order to make their vision. In this manner SFBT is highly forward looking, with the healer passing about all the reins to the client. Crucially, the healer tends to concentrate on conveying out the positive facets that the patient is attesting in any possible manner. In contrast, the healer in the skilled assistant theoretical account looks rearward every bit good as forward, and provides a much greater grade of counsel to the patient through the procedure. Egan ( 2002 ) is acute to indicate out that the skilled assistant theoretical account is merely one manner of looking at the procedure and the phases of the therapy should be used flexib ly and in this sense it is a higher degree and less specific signifier of therapy than SFBT it is possibly better seen with the accent on model instead than the more specific techniques that are contained within SFBT. Mentions Cockburn, J. T. , Thomas, F. N. , Cockburn, O. J. ( 1997 ) . Solution-focused therapy and psychosocial accommodation to orthopedic rehabilitation in a work indurating plan. Journal of Occupational Rehabilitation, 7 ( 2 ) , 97-106. de Shazer, S. ( 1985 ) . Keys to Solutions in Brief Therapy. New York: Norton de Shazer, S. ( 1988 ) Hints: Investigating Solutions in Brief Therapy. New York: Norton. Egan, G. ( 1990 ) The Skilled Helper: a Systematic Approach to Effective Helping, 4th edition, Monterey, CA, Brooks/Cole Egan, G. ( 2002 ) The Skilled Helper: a problem-management and chance development attack to assisting, 7Thursdayedition, Brooks/Cole: Pacific Grove, CA. Gingerich, W. J. Eisengart, S. ( 2000 ) Solution-Focused Brief Therapy: A Review of the Outcome Research, Family Process, 39 ( 4 ) 477 Iveson, C. ( 2002 ) Solution-focused brief therapy. Progresss in Psychiatric Treatment vol. 8, pp. 149–157 Lindforss, L. , Magnusson, D. ( 1997 ) Solution focussed therapy in prison. Contemporary Family Therapy 19, 89-103 Zimmerman, T. S. , Jacobsen, R. B. , MacIntyre, M. , Watson, C. ( 1996 ) . Solution focused rearing groups: An empirical survey. Journal of Systemic Therapies, 15 ( 4 ) , 12-25.

Database Essay Example | Topics and Well Written Essays - 250 words - 1

Database - Essay Example Sensitivity is required in order to detect the smallest hints of attack. It should have the data that will enable it to detect between toxins and non-toxic materials. The system ought to have the aptitude to run a number of samples of data simultaneously, while still being able to accurately give the results (Ward & Dafoulas, 2006). Information being entered into the system should be electronically obtainable, since this will save time. The surveillance system should be web-based; to ensure that data collected is from a variety of resources. Data collection can also be done by visiting emergency departments. Data collected should include date and assessment time, age and address of patients and their various complaints and symptoms. The information collected should also give possible diagnosis of the symptoms (Banoub, & NATO, 2011). For the system to ensure that it is up to date with the changing sets of data, the symptom levels of the diagnosis will have to be checked and counterchecked. This is because presenting the diagnosis and complaints might prove to be less helpful. Examining the symptom levels updates the present sets that are in the proposed system, thus keeping it up to date. Data access and integrity is essential in this system, along with the recovery of information after certain failures (Ryan & Glarum,

Human resources management Essay Example | Topics and Well Written Essays - 750 words - 4

Human resources management - Essay Example For instance, one of the results of this disintegration is that Personnel Function is disabled to exercise comprehensive appraisal, meaning clear goal setting and evaluation of the personnel. In other words, it has no influence on the socialization of their newcomers and current employees; thus, it is incapable to see their progress, understand their primary expectations, and clarify their functions on the workplace. In short, the lack of systematization in personnel recruitment is among the main challenges for Personnel Function. Thus, the future of this body is blurring, since its ineffectiveness becomes more and more evident. In short, Personnel Function is slightly responsible for HR management even now, and tends to lose even more freedom in the future In the short-term period, the absence-management is the subject of concern in Valleyway. In this context, there is a need to provide this kind of management in terms of both comprehending the social structure of employees (age, gender, family conditions) and creating satisfactory job situation (team building, responsibility, and work rotation). In fact, current problems in absence management is hard to identify, because Personnel Function has not enough information on the company’s employees. Each gender and age has different reasons of absence; thus, Personnel Function must know in detail about everyone’s living conditions in Valleyway. Another short-term measure is to provide 360-degree appraisal held by Personnel Function, meaning the open discussion for all the employees with peer reviewing, introducing open culture and mutual responsibility in the company, and critical evaluation of own achievements on the workplace. In this meeting, it is crucial not only to know better the company’s staff but also to articulate corporate goals and ambitions with clear understanding of everyone’s investment in them. Moreover, the effectiveness of

Managing Human Resource in Large Organisations Essay

Managing Human Resource in Large Organisations - Essay Example The researcher states that managing such large organizations as Boeing and Airbus with employee base ranging up to 18, 000 employees is a complex endeavor. Due to the diversity of the organisation, many employees come from different cultural and ethnic background and therefore have different personal values, which must be respected. Construction industries such as Boeing and airbus involve assembly of millions of parts. This calls for a wide variety of expertise. Some may be low as workshop attendants, cleaners, and drivers while others may be highly qualified personnel such as engineers, analysts, and quality inspectors. Each class have different needs, values, hierarchy of needs and issues to be addressed. This makes handling such a complex work base a difficult effort. Heavy construction industries require a very diverse pool of skills. This implies that the workforce will consist of old and experienced experts who have been in such industries for years. Such workers are of high v alue to any organisation. On the other hand, young, enthusiastic, and highly skilled workers are also required to inject new ideas, and introduce recent advancements in technology into the production process. Indeed, most large manufacturing industries invest heavily in developing young workforce. Most of the young generation are often employed in research facilities of such organizations. The needs, gratifications, and issues affecting these diverse groups are different and handling them increases the complexity of the human resource management problem. ... Managing and handling issues from an international perspective demands a very wide dimensional approach. Teamwork in manufacturing organizations such as Boeing and Airbus is of utmost importance. At times, the companies have to organise up to 200 work teams, which must work in harmony towards achieving the desired production goals. Organising such teams from a pool of varied professionals, different age, cultural and religious background presents a complex puzzle for human resource management. The gravity of the issue is increased by the sensitivity of the manufacturing process, which demands a synchronised approach to work (Lam, 2009). Compensation of different workers presents one of the most complex problems for large manufacturing organizations. Different expertise demand different pay grades. However, similar expertise from different nationality may require different compensation in terms of remunerations and other work benefits. Minimising compensation expenses whilst addressin g different hierarchical needs of every single employee is truly a complex task for human resource management. Despite the complexities, human resource has different methods of approach to ensure that all the staff members feel as part of the design and production process. First, human resource must understand the different patterns of personal values and gratification. Different employees must be treated differently depending on personal motivation factors. For instance, some workers may value achievement, affiliation, power, and responsibility while others may prefer promotion and growth. There are two primary types of motivation, intrinsic and extrinsic. Most of the employees will fall in either category and it is the role of human resource to

Uses of Brand Extension Strategies

Uses of Brand Extension Strategies 1- PROBLEM AND ITS BACKGROUND This chapter contains background of our study, statement of the problem, significance and delimitation of the study. Furthermore Definitions of the terms used in this dissertation are also explained in this chapter. 1.1 Introduction One of the most famous strategies to leverage brand equity is brand extension. It is believed that consumers will favor new extension if new products are under the label of already established brand name.Familiarity and trust with the parent brand is one of the factor due to which companies hope that their consumers will react in a favorable manner. It is beneficial for the companies because of the positive association which consumers already have with the parent brand. A brand is the identity of a specific product, service, or business. (Kotler 1996). Brand extension denotes to the corporate activity in which companies bring in new products, new product variants or product improvements by leveraging the brand equity of the existing parent brand. It is believed that instead of establishing an entirely a new brand, extension of brands can be favorable for companies in terms of promotional and awareness activities, distribution, customer perceived risk in buying any product of service. (Keller, 2002) stated that another major factor for which Companies prefer to use brand extension is lower cost. Introducing a new brand into consumer market can be relatively much higher than introducing new product or product variants under the same brand name. This cost can range above millions of rupees and can not guarantee of any success. So instead of launching entirely a new product, most companies prefer brand extension. Successful examples such as Diet Pepsi and Diet Coke benefited from the brand franchise of their parent products. Coca-Cola introduced six extensions and captured a larger market share than the original brand. For example, Cokes extension, Cherry Coke, was successful even without considerable advertisement. Apart from benefits of brand extension there are some potential problems associated with brand extension, such as failure or semi failure of brands like brand dilution or brand cannibalization. Rather than success of brands, failed extension might maculate the parent brand name thus the result would be reduced market share of the parent brand. Brand association in terms of quality and consistency are crucial for any brand extension to be successful in the eyes of the consumers. Association with the brand is also dependent on consumers own values, preferences, taste, buying situation and manager should always focus on what these dependent variables are and when they come into action. Take an example of new Coke; Coca Cola did not pay attention to what the core brand meant to stand for. It mainly focused on the taste and thought that the taste is the only factor which consumers are looking for. This concept was wrong. Coca cola was unable to identify the attachment of the consumer with the original coke before launching New coke, even though Coca Cola spent a lot of money on conducting research before launching New coke. Brand dilution occurs when consumers loss the original grasp of brand perception on their minds and no longer associate the brand with a specific product. For instance, Sunsilk may experience brand dilution by loosing its strong identity of hair care and shampoo range by running a number of different categories like mashed potatoes, powdered milk and soups. Too broad varieties of product categories run under same brand can frustrate consumers in thinking which variations of products that actually fit to their perceptions. For Example, too many ranges of Sunsilk shampoo include Sunsilk black, pink, white, yoghurt, dandruff can make customers confused in buying a suitable product which actually fit to their needs. Consumers these days have now become selective and demand innovative products. Those brands which are not unique or innovative in any means eventually got tarnished. Consumers do not prefer such extensions which do not offer any innovation or new features in extended brands. Consumers perception about parent brand and extended brand is one of the factors which may lead to either success or dilution of brand. Success and failure of brand is also dependent on familiarity with the parent brand and concept of fit between parent brands and extended brand. Brand loyalty by a consumer can be changed in case of brand extension. If brand extension is favorable it may lead to more loyalty towards the parent brand and if brand extension in unfavorable then the effect would be opposite. As per early research regarding brand extension leads to brand dilution, Aaker and Keller (1990) found insignificant evidence between unsuccessful brand extension leads to brand dilution. Conversely, in a research (Loken and Roedder-John 1993) pointed that inconsistency of product and brand beliefs may lead to brand dilution. Brand dilution and failure of brand can occur when consumer find it difficult to associate the extension with the parent brand, a lack of similarity and familiarity and discrepancy between Integrated marketing communication messages. Brand extension is a strategy which most of the companies are using to minimize risk associated with introducing an entirely new brand and to maximize their profits from the new brand. But in some of the cases brand extension fails, and the reason is the weak brand equity of the parent brand that bears upon the success of the brand extension. If the equity of parent brand is strong, brand extension can be successful and vice versa. Both Functional and non functional attributes of a brand can harm and eventually dilute the equity of an integrated oriented brand, which means due to the weak brand equity, brand dilution can occur across the parent brand. Such kind of failures of extensions can make customers to create a negative association with the parent brand or even with the brand family. These failures can also agitate and blur the original identity and meaning of a brand even positioning as well. Brand managers already know that there are some advantages and disadvantages associated with brand extension. Nevertheless couple of unsuccessful brand extension in past years was noticed. To be successful in brand extension knowledge related to brand extension should be refined. Brand extension is successful or not is decided by what factors? One of the most important factors is concept of fit. Fit with the parent brand in terms of quality and image. It is customer perceived fit which plays an important role in making consumers to decide whether extended products are favorable or unfavorable. If fit between parent brand and extended brand is as per consumers perception then consumers will respond more favorably to that extension and if fit between parent brand and extended brand are not as per consumers perception then consumer will respond to that extension unfavorable and it might lead to the failure or dilution of the brand. According to Martinez and de Chernatony (2004) brand image has two types: the general brand image and the product brand image. According to them there would be no negative impact on general brand image if the brand image is strong for example, Nike or Sony. Dilution effect would be more on product image instead of general brand image. Therefore, mostly the customers would stick to their beliefs about the parent brand with respect to its attributes and feeling. Nevertheless their study shows that â€Å"brand image can be diluted by brand extension, and beliefs and association with the parent brand can also be changed. In Pakistani environment companies especially MNCs prefer brand extension because they consider it more convenient. Top most cause for this is that products from multinationals already have an image of developed countries. Due to the past record of products from these developed countries, consumers give them positive response. Due to the image of product from these countries in the mind of the consumers, less cost is incurred by the companies on creating awareness and communicating about the product message with the target audience. These products already have good market share and media coverage; therefore it becomes easy to launch brand extension in Pakistan for such companies. 1.2 Statement of the Problem Since last couple of years, new product failure has been observed quite a few times. As a result companies now are relying on brand extension instead of launching new products. There are couples of other reasons instead of new brand failures, which companies consider for brand extension, such as low promotion and awareness cost, acceptance and less chances of being failed. Though these advantages are considered by companies to use brand extension as a part of their branding strategy, but apart of these advantages there couple of failed extensions have also been observed in last couple of years. Researchers are now focusing to identify the factors which are useful in evaluating brand extension and factors which play a role in either failure or success of brand extension. In this Thesis we will also try to find about the favorability or unfavorability of brand extension. Most of the researches which were conducted to know about the favorability or unfavorability of brand extension were focused on consumers point of view about brand extension. But as a matter fact it is quite difficult for consumers to evaluate whether brand extension is favorable or unfavorable. They can not evaluate it in undifferentiated fashion (Aaker and Keller, 1990, Keller and Aaker, 1992; Dacin and Smith, 1994; Smith and Andres, 1995). Brand extension according to consumers point of view was taken into consideration many a times, but very low attention was given to the managers point of view about brand extension (Nijssen and Agustin, 1999).Managers point of view regarding brand extension can give an extensive knowledge about brand extension because of their deep analysis about consumers and competitors and their personal experiences about the market and the brands. Hence in this thesis we will focus on managers perspective about brand extension along with consumers point of v iew. Both local and multi nationals are into brand extension from a long time. Such as Nestle , Pakola (Pakola, bubble up, Applesidra, double cola, Pakola milk), Sunsilk (Sunsilk black, Sunsilk white, Sunsilk pink, Sunsilk yoghurt, Sunsilk egg), Haleeb food Pvt Ltd (Milk, Juices, Cream, yoghurt), National Food (Pickle, salt, spices), Shan Food(spices, pickle, food), Unilever Pakistan (Lifebuoy, Soaps, Shampoo, Ice creams, Washing powder), PG (Soaps, Shampoo, Ice creams, Washing powder) Pakistan By keeping above relation in mind, it will be beneficial to have brand managers point of view about the success or failure of brand extension. 1.3 Significance of the Study The significance of this thesis is to explore the use of brand extension strategies in the Pakistan context. Whether the strategy of brand extension is favorable or not, or due to brand extension, brands gets diluted or cannibalized? Since brand extensions is one of the most popular strategies for leveraging brand equity, this study will also focus on brand extension effect on brand equity. This thesis will focus on brand extension strategies of products from various companies which include Haleeb Foods Ltd Pakistan, Nestle, Pakola and Head Shoulders. Various companies insights regarding brand extension will help us to study favorability or unfavorability of brand extension in a well manner. We will try to achieve this purpose by answering the following research questions. RQ1. What are the reasons to choose brand extension as a part branding strategy? RQ2. Is brand extension favorable or Unfavorable? Above mentioned two research questions were divided further into a set of questions. Purpose was to gain a deep insight to answer these two research questions. By answering above question, we will come to know whether brand extension is favorable or it leads to brand dilution, and whether brand extension is favorable for those companies who prefer extension and are involved in brand extension from couple of decades. We will also come to know that for what reasons companies in Pakistan are using brand extension, and whether brand extension is in accordance with the successful brand extension concept or not. This thesis will be beneficial in indentifying the success rate or failure rate of brand extension of those companies which have been chosen for this thesis. 1.4 Scope and Delimitation This thesis focused on brand managers of those companies which are operating here in Pakistan. Only four products have been chosen for which research is conducted to identify whether brand extension is favorable or unfavorable. So the product range is limited to four companies only. Another limitation faced during the course of this study was that brand extension strategy for most of the multi national companies are crafted in their home country and then implemented here in Pakistan. Furthermore, Interview process is chosen to know about brand managers point of view about failure or success of brand extension. Out of 4 brand managers, 2 interviews were taken on telephone and 2 were taken face to face. Due to the limitation of telephonic interview, non verbal responses could not be gauged. Other limitation confronted during the course of research was the fact that majority of multinationals (MNEs) formulate brand extension strategies at their head quarters abroad. Lastly, we came to k now that in Pakistan brand extension responsibilities is handled by marketing managers instead of brand managers in some companies. 1.5 Definitions 1.5.1 Brand According to (American Marketing Association 2007 brand is: A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition†. 1.5.2 Brand extension According to (Aaker 1991) brand extension can be defined as utilizing an already established brand to enter from one class of product category to another class of product category. (Kotler 1991) defined brand extension strategy as exploiting a well known and successful brand name either to launch a new or modified product can be termed as brand extension process. As per (Kotler Armstrong 1990) defined brand extension strategy as an expansion strategy, where companies try to further extend their already established and well known brands into either different other categories or in same category with some modification. 1.5.3 Product Line Extension (Kotler Armstrong 1990) defined product line extension as a process of using already established brand name to introduce new items with some extra innovation or modification in the same category. For example Pakola has extended its soft drink named â€Å"Pakola† into Pakola raspberry, Pakola leeche, Pakola orange, Pakola lemon. (Aaker 1991) elaborates product line as line extension occurs in the form of introducing new items under the same brand name in the same category with some modification in flavors, colors, specification, ingredients and package sizes. Product line extension is somehow differs with brand extension because brand extension is about using an established brand name to introduce new product and brand in different categories, while line extension leveraging and established brand to introduce new products in same category with some improvements, modification and enhancements. 1.5.4 Brand Dilution According to (Aaker 1991) brand dilution is depraving of a brand via its overexploitation. This failure of brand occurs when extension is done in a poor manner, or when a brand with poor equity is leveraged to extend it into different other categories. This failure can also occur when an extension becomes unfavorable in the mind of consumers. As per (Kotler Armstrong 1990), unfavorability of a brand in the mind of the consumers can be due to lack of quality, over pricing, lack of consistency with the parent brand, lack of innovative feature and lack of trust. Brand dilution can be a disaster for a company. Companies use their well known established brands to leverage their equity and image to further extend it for entering into different market segments, which gives them a chance to earn higher profits. This can be true when parent brand equity is strong. But if equity of any brand is weak, then consequences might include dilution or failure of a brand. 1.5.5 Brand Cannibalization (Kotler 1991) defined brand cannibalization as reduction in sales revenue and diminishing of share of market resulted as the introduction of new products in the same category For example, when diet coke was introduced by Coca Cola, sales for original coke diminished, but eventually it led in expansion of diet soft drink market. In case of Haleeb food, introduction of tea whitener diminished the sales of UHT milk, because consumers previously were using milk for making tea, but with the introduction of tea whitener, some consumers started to prefer tea whitener instead of milk, which resulted in cannibalization of milk category. 1.5.6 Brand Equity According to (Wood 2000) brand equity can be defined as a profitable relationship between a brand and its consumers. (Kotler and Armstrong 1996) reported that it is quite difficult to measure equity of a brand. Yet a strong brand results in strong brand equity which can be leverage to extend into different other categories. Conversely weaker brand means weak brand equity which can result in failure if extended into different other brands. Strong brand equity may lead to achieve brand loyalty, quality, brand association and awareness. These benefits help companies to incur less cost on communication and awareness. 1.5.7 Brand Association (Kotler and Armstrong 1996) defined brand association as refers to a degree where consumers discern a brand in rich fashion. Positivity of any brand depends upon how deeply that brand is penetrated in the mind of the consumers in positive fashion. Brand associations are the properties of a brand which consumers recall whenever brand is talked about. Consumer relates a brand name with its implicit or explicit meanings. Brand association can also be termed as the level to which a specific product/service is acknowledged amongst its product or service family. When choosing a brand name, it is important that the name selected must reinforce an essential dimensions and specification or benefit association that forms the position of a product. 2- RESEARCH METHODOLOGY PROCEDURE In this chapter we will discuss and justify methodological choices which we have made for our research. Below mentioned figure presents an overview of the research method which will be used in this chapter for our research. Source: Adapted from Foster (1998), p.81 2.1 Research Purpose (Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) found in a research that there are basically three types of research: Explanatory Exploratory Descriptive According to (Wiedersheim-Paul Eriksson, 1998) basis purpose of the explanatory research is to craft and specify the issues of the research. This type of research is beneficial when the problem is quite difficult to analyze. According to Patel and Tebelius (1987) explanatory research is used when researcher want to gain more and more information about any specific issue. Moreover, Reynolds (1971) said through explanatory research, researcher can get comprehensive information about research defined problem. (Saunders, Lewis Thornhill, 2000) found that descriptive research is useful when the problem of research is properly defined and crafted in a well manner. For this purpose, researcher must have complete information about the problem defined in the research. Collection of data must be started after having a clear understanding about the problem defined form research. Furthermore, (Wiedersheim-Paul Eriksonn 1998) described that the main objective of descriptive research is to iden tify the applicable facets of the problem of the research. For conducting descriptive research researcher has to deeply define these facets, and there must be a relation between and describe these aspects more thoroughly without researching connections between reasons and indications. For our research we will initially try to define the reasons behind brand extension. Why do companies in Pakistan prefer engaging in brand and line extension activities? Furthermore, we will also try to identify the favorability and un-favorability of brand extension in Pakistani markets and companys perspective. For gaining deep understanding about the research question defined previously, we have considered exploratory research as a part of our research. The reason is that before this research no study has been taken into consideration to know about brand extension activities in Pakistan and we want to gain as much information as we can. Along with exploratory our research is explanatory as well. We will try to explain the result which we will get through our research. On the basis of our respondents responses we will try to draw a conclusion. 2.2 Research Approach To gain a deep information about brand extension strategies in Pakistan and whether it is beneficial or not beneficial for Pakistani market we have to consider two approaches, First one Qualitative and second one is Quantitative research. (Ponteerotto, 2006) found that quantitative research approach is used when we have to gain lean descriptions and we use qualitative research when we have to gain comprehensive descriptions. In our previous chapter, we explained our research question which includes the reasons behind brand extension in Pakistan and advantages and disadvantages of brand extension in Pakistani markets perspective. We will also try to know about the factors leading to the success and failure of brand extension. (Ponterotto 2006) found that to conduct qualitative research, most beneficial instrument can be in-depth interviews because in-depth interviews researcher can define the different facets of human experiences which results in having a deep understanding about the research topic. (Holme and Solvang 1991) compared quantitative research as a conventional and integrated research approach. In quantitative research approach final results can be presented in the forms of facts and these results are also measureable. One of the main purposes of quantitative research approach is make the consequences of the research of few variables to higher numbers of entities. According to (ibid 2000) qualitative research approach uses qualitative data to draw a conclusion. It draws conclusion on the basis of factors like peoples attitude, perception, values, likes and dislikes. By using qualitative research approach, results can be drawn by gather information through specific number of entities. This process can provide us the opportunity to gain a deep understanding of the research. By keeping the above mentioned description in our consideration, our research focus would be qualitative. One reason for choosing qualitative research approach as our research approach is that we want to gain as much information regarding our topic as much we can. This research approach would give us deeper information regarding brand and line extension activities in Pakistani perspective. For conducting our research for brand and line extension activities in Pakistan and its favorability or un-favorability, initially we approached many companies, out of which four companies agreed to provide us information regarding our research topic. Before conducting our interviews with our respondents, we sent a questionnaire to our respondents.. These interviews were not recorded and average time for an interview was approximately thirty to fifty minutes. Finally, to clear some doubts regarding the first three telephone interviews the companies were re-contacted to clear the doubts in some ques tions. 2.3 Respondents of the study Following companies were chosen to gain an insight about brand extension favorability or un-favorability from brand managers perspective. Initially, we approached many seasoned companies, out of which four companies brand manager agreed to give us time for interviews. Haleeb Foods Limited Pakistan Pakola Nestle Head Shoulders (PG) 2.3.1 Haleeb Foods Ltd Pakistan Haleeb Foods Limited is one of the biggest Dairy company of Pakistan which is operating in many different categories such as Juices, UHT milk, Tea whitener, and other dairy products. Haleeb foods came into existence in 1986 Haleeb foods initially started to produce Haleeb Milk. Later on Haleeb foods entered into different other segments of the market and different other categories. Since from its establishment, Haleeb food came up with many of brand and product line extension which Haleeb foods did successfully. Mr. Adil Suleman brand manager of Haleeb foods limited Pakistan was contacted via telephone to have this interview and to gain insight about brand extension of Haleeb in Pakistan. 2.3.2 Pakola Pakola is a beverage company which came into existence in 1950 by Haji Ali Muhammad. Initially Pakola focused on producing a soft drink which represented the drink of Pakistan. Later on as a part of brand and product line extension, Pakola introduced couple of other products which includes flavored soft drink and milk range, mineral water and juices. Mr. Mubeen Munnawar Marketing Manager of Pakola was contacted to have an interview to gain information regarding brand extension activities of Pakola in Pakistan. It was a face to face interview, and during the course of this interview, we gained deep insight about brand extension activities, favorability and unfavorability of Pakola brand extension. 2.3.3 Nestle Nestle was founded in 1866 by Henry Nestle and today Nestle if one the worlds largest beverage and food company. Nestle since from last couple of decades is into brand extension and product line extension. As a result of brand and product line extension Nestle has introduced couple of successful brands. Nestle has integrated innovation and renovation techniques in its principles. Nestle extend its brands through innovation and renovation. Mr. Adnan Tariq, brand manager of Nestle was contacted via telephone to get an insight about Nestle brand extension activities in Pakistan. During this interview Mr. Adnan Tariq gave us some valuable information regarding brand extension activities of Nestle in Pakistan and favorability and unfavorability of Nestle brand extension in Pakistan. 2.3.4 Head Shoulders Head Shoulders is an anti dandruff shampoo range introduced by PG. After a thorough research a new anti dandruff formula was developed which they used in developing Head Shoulders and it was first introduced in 1950. Head Shoulders have got a ranges of shampoo which includes classic clean, citrus breeze, refresh, extra volume, dry scalp care. Mr. Shaif Shafiq, who is associated with PG from a long time, was contacted to gain valuable information about brand extension strategy of Head Shoulders in Pakistan. Information the success or failure of Head Shoulders was also gained. During the course of this interview questions related our topic were asked and responses were noted down for future consideration. 2.4 Research Instrument 2.4.1 Interviews As per (Breakwell 1995) interviews as a research instrument can be useful because it is considered as a very flexible tools and due to its numerosity of phase in the research work. According to (ibid 2000) it is easy to use interviews as a part of research instrument because of its multi faceted nature of the research design. Observations and questionnaire can be used as a part of interviews to collect data for our research approach. Using interviews as a part of our research, we first took our research framework into our consideration. By keeping our research framework in our mind we developed a questionnaire which consisted of series of questions regarding reasons for brand extension and its favorability or unfavorability. Some irrelevant questions were late on excluded from our questionnaire before conducting our interviews. 2.5 Sources of Data (Wiedersheim-Paul and Erikson 1997) purposed two types of data collection method. First one is Primary data and second one Secondary data collection. Primary data is the first hand information which is collected for some specific purpose while second hand data is already published data which was collected for some other purpose or some other research. Moreover, (ibid 2000) shed some light on data collection methods as, there can be three different types of data collection method. First one is observation, second one is interviews and the last one is documentation. As per (Yin 1994) interviews can be one of the most reliable source for collecting data. Using interviews as a data collection method, interviewee and interviewer both can focus on the topic. Furthermore, (ibid, 2000) elaborated that interviews can be useful when it comes to gain insights of the interviewee about any specific topic. 2.5.1 Primary Data In previous section we focused more on that secondary data collection method for research can not be ample to identify more accurate and reliable information about any specific topic of research. When it comes to identify about the reason behind brand and product line extension and its favorability or unfavorability, it is important to determine what companies and their brand managers think about brand extension and product line extension. For this purpose use of primary data collection can be beneficial. Thus interviews are selected as an instrument for primary data collection method. These interviews include face to face and telephonic interviews. According to (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005), â€Å"proper communication can be a reliable and beneficial instrument for data collection. The reason is that in communication method no one forces researchers to wait for a certain event to be occurred†. (p. 167). Nevertheless, communication techniques have some drawbacks. In communication techniques it is not confirmed whether the answer to the research question will be obtained in an accurate manner. Using communication has some weaknesses. One of a reason for this is that responses are dependent on interviewees will to pass on the expected information. 2.5.2 Secondary Data For our research regarding brand extension and product line extension in Pakistani perspective, we also focused on collecting some secondary data. As per (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005) â€Å"for conducting any research, we must begin with searching for secondary information†. (p, 167). Using secondary data collection for gaining information can be beneficial in terms of having an initial idea about what have already been researched about the topic. Some useful information about research topic, already published information can also be gained in a timely fashion. Apart from advantages of secondary data collection method, there are some drawbacks associated with secondary data collection method. Secondary data can not be sufficient to give complete information regarding specific question of research. Furthermore, already published information was collected for some other purpose which not necessarily answers the question which you have included in your the sis. Indeed, according to them first of all, the data had been â€Å"collected for someone elses p Uses of Brand Extension Strategies Uses of Brand Extension Strategies 1- PROBLEM AND ITS BACKGROUND This chapter contains background of our study, statement of the problem, significance and delimitation of the study. Furthermore Definitions of the terms used in this dissertation are also explained in this chapter. 1.1 Introduction One of the most famous strategies to leverage brand equity is brand extension. It is believed that consumers will favor new extension if new products are under the label of already established brand name.Familiarity and trust with the parent brand is one of the factor due to which companies hope that their consumers will react in a favorable manner. It is beneficial for the companies because of the positive association which consumers already have with the parent brand. A brand is the identity of a specific product, service, or business. (Kotler 1996). Brand extension denotes to the corporate activity in which companies bring in new products, new product variants or product improvements by leveraging the brand equity of the existing parent brand. It is believed that instead of establishing an entirely a new brand, extension of brands can be favorable for companies in terms of promotional and awareness activities, distribution, customer perceived risk in buying any product of service. (Keller, 2002) stated that another major factor for which Companies prefer to use brand extension is lower cost. Introducing a new brand into consumer market can be relatively much higher than introducing new product or product variants under the same brand name. This cost can range above millions of rupees and can not guarantee of any success. So instead of launching entirely a new product, most companies prefer brand extension. Successful examples such as Diet Pepsi and Diet Coke benefited from the brand franchise of their parent products. Coca-Cola introduced six extensions and captured a larger market share than the original brand. For example, Cokes extension, Cherry Coke, was successful even without considerable advertisement. Apart from benefits of brand extension there are some potential problems associated with brand extension, such as failure or semi failure of brands like brand dilution or brand cannibalization. Rather than success of brands, failed extension might maculate the parent brand name thus the result would be reduced market share of the parent brand. Brand association in terms of quality and consistency are crucial for any brand extension to be successful in the eyes of the consumers. Association with the brand is also dependent on consumers own values, preferences, taste, buying situation and manager should always focus on what these dependent variables are and when they come into action. Take an example of new Coke; Coca Cola did not pay attention to what the core brand meant to stand for. It mainly focused on the taste and thought that the taste is the only factor which consumers are looking for. This concept was wrong. Coca cola was unable to identify the attachment of the consumer with the original coke before launching New coke, even though Coca Cola spent a lot of money on conducting research before launching New coke. Brand dilution occurs when consumers loss the original grasp of brand perception on their minds and no longer associate the brand with a specific product. For instance, Sunsilk may experience brand dilution by loosing its strong identity of hair care and shampoo range by running a number of different categories like mashed potatoes, powdered milk and soups. Too broad varieties of product categories run under same brand can frustrate consumers in thinking which variations of products that actually fit to their perceptions. For Example, too many ranges of Sunsilk shampoo include Sunsilk black, pink, white, yoghurt, dandruff can make customers confused in buying a suitable product which actually fit to their needs. Consumers these days have now become selective and demand innovative products. Those brands which are not unique or innovative in any means eventually got tarnished. Consumers do not prefer such extensions which do not offer any innovation or new features in extended brands. Consumers perception about parent brand and extended brand is one of the factors which may lead to either success or dilution of brand. Success and failure of brand is also dependent on familiarity with the parent brand and concept of fit between parent brands and extended brand. Brand loyalty by a consumer can be changed in case of brand extension. If brand extension is favorable it may lead to more loyalty towards the parent brand and if brand extension in unfavorable then the effect would be opposite. As per early research regarding brand extension leads to brand dilution, Aaker and Keller (1990) found insignificant evidence between unsuccessful brand extension leads to brand dilution. Conversely, in a research (Loken and Roedder-John 1993) pointed that inconsistency of product and brand beliefs may lead to brand dilution. Brand dilution and failure of brand can occur when consumer find it difficult to associate the extension with the parent brand, a lack of similarity and familiarity and discrepancy between Integrated marketing communication messages. Brand extension is a strategy which most of the companies are using to minimize risk associated with introducing an entirely new brand and to maximize their profits from the new brand. But in some of the cases brand extension fails, and the reason is the weak brand equity of the parent brand that bears upon the success of the brand extension. If the equity of parent brand is strong, brand extension can be successful and vice versa. Both Functional and non functional attributes of a brand can harm and eventually dilute the equity of an integrated oriented brand, which means due to the weak brand equity, brand dilution can occur across the parent brand. Such kind of failures of extensions can make customers to create a negative association with the parent brand or even with the brand family. These failures can also agitate and blur the original identity and meaning of a brand even positioning as well. Brand managers already know that there are some advantages and disadvantages associated with brand extension. Nevertheless couple of unsuccessful brand extension in past years was noticed. To be successful in brand extension knowledge related to brand extension should be refined. Brand extension is successful or not is decided by what factors? One of the most important factors is concept of fit. Fit with the parent brand in terms of quality and image. It is customer perceived fit which plays an important role in making consumers to decide whether extended products are favorable or unfavorable. If fit between parent brand and extended brand is as per consumers perception then consumers will respond more favorably to that extension and if fit between parent brand and extended brand are not as per consumers perception then consumer will respond to that extension unfavorable and it might lead to the failure or dilution of the brand. According to Martinez and de Chernatony (2004) brand image has two types: the general brand image and the product brand image. According to them there would be no negative impact on general brand image if the brand image is strong for example, Nike or Sony. Dilution effect would be more on product image instead of general brand image. Therefore, mostly the customers would stick to their beliefs about the parent brand with respect to its attributes and feeling. Nevertheless their study shows that â€Å"brand image can be diluted by brand extension, and beliefs and association with the parent brand can also be changed. In Pakistani environment companies especially MNCs prefer brand extension because they consider it more convenient. Top most cause for this is that products from multinationals already have an image of developed countries. Due to the past record of products from these developed countries, consumers give them positive response. Due to the image of product from these countries in the mind of the consumers, less cost is incurred by the companies on creating awareness and communicating about the product message with the target audience. These products already have good market share and media coverage; therefore it becomes easy to launch brand extension in Pakistan for such companies. 1.2 Statement of the Problem Since last couple of years, new product failure has been observed quite a few times. As a result companies now are relying on brand extension instead of launching new products. There are couples of other reasons instead of new brand failures, which companies consider for brand extension, such as low promotion and awareness cost, acceptance and less chances of being failed. Though these advantages are considered by companies to use brand extension as a part of their branding strategy, but apart of these advantages there couple of failed extensions have also been observed in last couple of years. Researchers are now focusing to identify the factors which are useful in evaluating brand extension and factors which play a role in either failure or success of brand extension. In this Thesis we will also try to find about the favorability or unfavorability of brand extension. Most of the researches which were conducted to know about the favorability or unfavorability of brand extension were focused on consumers point of view about brand extension. But as a matter fact it is quite difficult for consumers to evaluate whether brand extension is favorable or unfavorable. They can not evaluate it in undifferentiated fashion (Aaker and Keller, 1990, Keller and Aaker, 1992; Dacin and Smith, 1994; Smith and Andres, 1995). Brand extension according to consumers point of view was taken into consideration many a times, but very low attention was given to the managers point of view about brand extension (Nijssen and Agustin, 1999).Managers point of view regarding brand extension can give an extensive knowledge about brand extension because of their deep analysis about consumers and competitors and their personal experiences about the market and the brands. Hence in this thesis we will focus on managers perspective about brand extension along with consumers point of v iew. Both local and multi nationals are into brand extension from a long time. Such as Nestle , Pakola (Pakola, bubble up, Applesidra, double cola, Pakola milk), Sunsilk (Sunsilk black, Sunsilk white, Sunsilk pink, Sunsilk yoghurt, Sunsilk egg), Haleeb food Pvt Ltd (Milk, Juices, Cream, yoghurt), National Food (Pickle, salt, spices), Shan Food(spices, pickle, food), Unilever Pakistan (Lifebuoy, Soaps, Shampoo, Ice creams, Washing powder), PG (Soaps, Shampoo, Ice creams, Washing powder) Pakistan By keeping above relation in mind, it will be beneficial to have brand managers point of view about the success or failure of brand extension. 1.3 Significance of the Study The significance of this thesis is to explore the use of brand extension strategies in the Pakistan context. Whether the strategy of brand extension is favorable or not, or due to brand extension, brands gets diluted or cannibalized? Since brand extensions is one of the most popular strategies for leveraging brand equity, this study will also focus on brand extension effect on brand equity. This thesis will focus on brand extension strategies of products from various companies which include Haleeb Foods Ltd Pakistan, Nestle, Pakola and Head Shoulders. Various companies insights regarding brand extension will help us to study favorability or unfavorability of brand extension in a well manner. We will try to achieve this purpose by answering the following research questions. RQ1. What are the reasons to choose brand extension as a part branding strategy? RQ2. Is brand extension favorable or Unfavorable? Above mentioned two research questions were divided further into a set of questions. Purpose was to gain a deep insight to answer these two research questions. By answering above question, we will come to know whether brand extension is favorable or it leads to brand dilution, and whether brand extension is favorable for those companies who prefer extension and are involved in brand extension from couple of decades. We will also come to know that for what reasons companies in Pakistan are using brand extension, and whether brand extension is in accordance with the successful brand extension concept or not. This thesis will be beneficial in indentifying the success rate or failure rate of brand extension of those companies which have been chosen for this thesis. 1.4 Scope and Delimitation This thesis focused on brand managers of those companies which are operating here in Pakistan. Only four products have been chosen for which research is conducted to identify whether brand extension is favorable or unfavorable. So the product range is limited to four companies only. Another limitation faced during the course of this study was that brand extension strategy for most of the multi national companies are crafted in their home country and then implemented here in Pakistan. Furthermore, Interview process is chosen to know about brand managers point of view about failure or success of brand extension. Out of 4 brand managers, 2 interviews were taken on telephone and 2 were taken face to face. Due to the limitation of telephonic interview, non verbal responses could not be gauged. Other limitation confronted during the course of research was the fact that majority of multinationals (MNEs) formulate brand extension strategies at their head quarters abroad. Lastly, we came to k now that in Pakistan brand extension responsibilities is handled by marketing managers instead of brand managers in some companies. 1.5 Definitions 1.5.1 Brand According to (American Marketing Association 2007 brand is: A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition†. 1.5.2 Brand extension According to (Aaker 1991) brand extension can be defined as utilizing an already established brand to enter from one class of product category to another class of product category. (Kotler 1991) defined brand extension strategy as exploiting a well known and successful brand name either to launch a new or modified product can be termed as brand extension process. As per (Kotler Armstrong 1990) defined brand extension strategy as an expansion strategy, where companies try to further extend their already established and well known brands into either different other categories or in same category with some modification. 1.5.3 Product Line Extension (Kotler Armstrong 1990) defined product line extension as a process of using already established brand name to introduce new items with some extra innovation or modification in the same category. For example Pakola has extended its soft drink named â€Å"Pakola† into Pakola raspberry, Pakola leeche, Pakola orange, Pakola lemon. (Aaker 1991) elaborates product line as line extension occurs in the form of introducing new items under the same brand name in the same category with some modification in flavors, colors, specification, ingredients and package sizes. Product line extension is somehow differs with brand extension because brand extension is about using an established brand name to introduce new product and brand in different categories, while line extension leveraging and established brand to introduce new products in same category with some improvements, modification and enhancements. 1.5.4 Brand Dilution According to (Aaker 1991) brand dilution is depraving of a brand via its overexploitation. This failure of brand occurs when extension is done in a poor manner, or when a brand with poor equity is leveraged to extend it into different other categories. This failure can also occur when an extension becomes unfavorable in the mind of consumers. As per (Kotler Armstrong 1990), unfavorability of a brand in the mind of the consumers can be due to lack of quality, over pricing, lack of consistency with the parent brand, lack of innovative feature and lack of trust. Brand dilution can be a disaster for a company. Companies use their well known established brands to leverage their equity and image to further extend it for entering into different market segments, which gives them a chance to earn higher profits. This can be true when parent brand equity is strong. But if equity of any brand is weak, then consequences might include dilution or failure of a brand. 1.5.5 Brand Cannibalization (Kotler 1991) defined brand cannibalization as reduction in sales revenue and diminishing of share of market resulted as the introduction of new products in the same category For example, when diet coke was introduced by Coca Cola, sales for original coke diminished, but eventually it led in expansion of diet soft drink market. In case of Haleeb food, introduction of tea whitener diminished the sales of UHT milk, because consumers previously were using milk for making tea, but with the introduction of tea whitener, some consumers started to prefer tea whitener instead of milk, which resulted in cannibalization of milk category. 1.5.6 Brand Equity According to (Wood 2000) brand equity can be defined as a profitable relationship between a brand and its consumers. (Kotler and Armstrong 1996) reported that it is quite difficult to measure equity of a brand. Yet a strong brand results in strong brand equity which can be leverage to extend into different other categories. Conversely weaker brand means weak brand equity which can result in failure if extended into different other brands. Strong brand equity may lead to achieve brand loyalty, quality, brand association and awareness. These benefits help companies to incur less cost on communication and awareness. 1.5.7 Brand Association (Kotler and Armstrong 1996) defined brand association as refers to a degree where consumers discern a brand in rich fashion. Positivity of any brand depends upon how deeply that brand is penetrated in the mind of the consumers in positive fashion. Brand associations are the properties of a brand which consumers recall whenever brand is talked about. Consumer relates a brand name with its implicit or explicit meanings. Brand association can also be termed as the level to which a specific product/service is acknowledged amongst its product or service family. When choosing a brand name, it is important that the name selected must reinforce an essential dimensions and specification or benefit association that forms the position of a product. 2- RESEARCH METHODOLOGY PROCEDURE In this chapter we will discuss and justify methodological choices which we have made for our research. Below mentioned figure presents an overview of the research method which will be used in this chapter for our research. Source: Adapted from Foster (1998), p.81 2.1 Research Purpose (Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) found in a research that there are basically three types of research: Explanatory Exploratory Descriptive According to (Wiedersheim-Paul Eriksson, 1998) basis purpose of the explanatory research is to craft and specify the issues of the research. This type of research is beneficial when the problem is quite difficult to analyze. According to Patel and Tebelius (1987) explanatory research is used when researcher want to gain more and more information about any specific issue. Moreover, Reynolds (1971) said through explanatory research, researcher can get comprehensive information about research defined problem. (Saunders, Lewis Thornhill, 2000) found that descriptive research is useful when the problem of research is properly defined and crafted in a well manner. For this purpose, researcher must have complete information about the problem defined in the research. Collection of data must be started after having a clear understanding about the problem defined form research. Furthermore, (Wiedersheim-Paul Eriksonn 1998) described that the main objective of descriptive research is to iden tify the applicable facets of the problem of the research. For conducting descriptive research researcher has to deeply define these facets, and there must be a relation between and describe these aspects more thoroughly without researching connections between reasons and indications. For our research we will initially try to define the reasons behind brand extension. Why do companies in Pakistan prefer engaging in brand and line extension activities? Furthermore, we will also try to identify the favorability and un-favorability of brand extension in Pakistani markets and companys perspective. For gaining deep understanding about the research question defined previously, we have considered exploratory research as a part of our research. The reason is that before this research no study has been taken into consideration to know about brand extension activities in Pakistan and we want to gain as much information as we can. Along with exploratory our research is explanatory as well. We will try to explain the result which we will get through our research. On the basis of our respondents responses we will try to draw a conclusion. 2.2 Research Approach To gain a deep information about brand extension strategies in Pakistan and whether it is beneficial or not beneficial for Pakistani market we have to consider two approaches, First one Qualitative and second one is Quantitative research. (Ponteerotto, 2006) found that quantitative research approach is used when we have to gain lean descriptions and we use qualitative research when we have to gain comprehensive descriptions. In our previous chapter, we explained our research question which includes the reasons behind brand extension in Pakistan and advantages and disadvantages of brand extension in Pakistani markets perspective. We will also try to know about the factors leading to the success and failure of brand extension. (Ponterotto 2006) found that to conduct qualitative research, most beneficial instrument can be in-depth interviews because in-depth interviews researcher can define the different facets of human experiences which results in having a deep understanding about the research topic. (Holme and Solvang 1991) compared quantitative research as a conventional and integrated research approach. In quantitative research approach final results can be presented in the forms of facts and these results are also measureable. One of the main purposes of quantitative research approach is make the consequences of the research of few variables to higher numbers of entities. According to (ibid 2000) qualitative research approach uses qualitative data to draw a conclusion. It draws conclusion on the basis of factors like peoples attitude, perception, values, likes and dislikes. By using qualitative research approach, results can be drawn by gather information through specific number of entities. This process can provide us the opportunity to gain a deep understanding of the research. By keeping the above mentioned description in our consideration, our research focus would be qualitative. One reason for choosing qualitative research approach as our research approach is that we want to gain as much information regarding our topic as much we can. This research approach would give us deeper information regarding brand and line extension activities in Pakistani perspective. For conducting our research for brand and line extension activities in Pakistan and its favorability or un-favorability, initially we approached many companies, out of which four companies agreed to provide us information regarding our research topic. Before conducting our interviews with our respondents, we sent a questionnaire to our respondents.. These interviews were not recorded and average time for an interview was approximately thirty to fifty minutes. Finally, to clear some doubts regarding the first three telephone interviews the companies were re-contacted to clear the doubts in some ques tions. 2.3 Respondents of the study Following companies were chosen to gain an insight about brand extension favorability or un-favorability from brand managers perspective. Initially, we approached many seasoned companies, out of which four companies brand manager agreed to give us time for interviews. Haleeb Foods Limited Pakistan Pakola Nestle Head Shoulders (PG) 2.3.1 Haleeb Foods Ltd Pakistan Haleeb Foods Limited is one of the biggest Dairy company of Pakistan which is operating in many different categories such as Juices, UHT milk, Tea whitener, and other dairy products. Haleeb foods came into existence in 1986 Haleeb foods initially started to produce Haleeb Milk. Later on Haleeb foods entered into different other segments of the market and different other categories. Since from its establishment, Haleeb food came up with many of brand and product line extension which Haleeb foods did successfully. Mr. Adil Suleman brand manager of Haleeb foods limited Pakistan was contacted via telephone to have this interview and to gain insight about brand extension of Haleeb in Pakistan. 2.3.2 Pakola Pakola is a beverage company which came into existence in 1950 by Haji Ali Muhammad. Initially Pakola focused on producing a soft drink which represented the drink of Pakistan. Later on as a part of brand and product line extension, Pakola introduced couple of other products which includes flavored soft drink and milk range, mineral water and juices. Mr. Mubeen Munnawar Marketing Manager of Pakola was contacted to have an interview to gain information regarding brand extension activities of Pakola in Pakistan. It was a face to face interview, and during the course of this interview, we gained deep insight about brand extension activities, favorability and unfavorability of Pakola brand extension. 2.3.3 Nestle Nestle was founded in 1866 by Henry Nestle and today Nestle if one the worlds largest beverage and food company. Nestle since from last couple of decades is into brand extension and product line extension. As a result of brand and product line extension Nestle has introduced couple of successful brands. Nestle has integrated innovation and renovation techniques in its principles. Nestle extend its brands through innovation and renovation. Mr. Adnan Tariq, brand manager of Nestle was contacted via telephone to get an insight about Nestle brand extension activities in Pakistan. During this interview Mr. Adnan Tariq gave us some valuable information regarding brand extension activities of Nestle in Pakistan and favorability and unfavorability of Nestle brand extension in Pakistan. 2.3.4 Head Shoulders Head Shoulders is an anti dandruff shampoo range introduced by PG. After a thorough research a new anti dandruff formula was developed which they used in developing Head Shoulders and it was first introduced in 1950. Head Shoulders have got a ranges of shampoo which includes classic clean, citrus breeze, refresh, extra volume, dry scalp care. Mr. Shaif Shafiq, who is associated with PG from a long time, was contacted to gain valuable information about brand extension strategy of Head Shoulders in Pakistan. Information the success or failure of Head Shoulders was also gained. During the course of this interview questions related our topic were asked and responses were noted down for future consideration. 2.4 Research Instrument 2.4.1 Interviews As per (Breakwell 1995) interviews as a research instrument can be useful because it is considered as a very flexible tools and due to its numerosity of phase in the research work. According to (ibid 2000) it is easy to use interviews as a part of research instrument because of its multi faceted nature of the research design. Observations and questionnaire can be used as a part of interviews to collect data for our research approach. Using interviews as a part of our research, we first took our research framework into our consideration. By keeping our research framework in our mind we developed a questionnaire which consisted of series of questions regarding reasons for brand extension and its favorability or unfavorability. Some irrelevant questions were late on excluded from our questionnaire before conducting our interviews. 2.5 Sources of Data (Wiedersheim-Paul and Erikson 1997) purposed two types of data collection method. First one is Primary data and second one Secondary data collection. Primary data is the first hand information which is collected for some specific purpose while second hand data is already published data which was collected for some other purpose or some other research. Moreover, (ibid 2000) shed some light on data collection methods as, there can be three different types of data collection method. First one is observation, second one is interviews and the last one is documentation. As per (Yin 1994) interviews can be one of the most reliable source for collecting data. Using interviews as a data collection method, interviewee and interviewer both can focus on the topic. Furthermore, (ibid, 2000) elaborated that interviews can be useful when it comes to gain insights of the interviewee about any specific topic. 2.5.1 Primary Data In previous section we focused more on that secondary data collection method for research can not be ample to identify more accurate and reliable information about any specific topic of research. When it comes to identify about the reason behind brand and product line extension and its favorability or unfavorability, it is important to determine what companies and their brand managers think about brand extension and product line extension. For this purpose use of primary data collection can be beneficial. Thus interviews are selected as an instrument for primary data collection method. These interviews include face to face and telephonic interviews. According to (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005), â€Å"proper communication can be a reliable and beneficial instrument for data collection. The reason is that in communication method no one forces researchers to wait for a certain event to be occurred†. (p. 167). Nevertheless, communication techniques have some drawbacks. In communication techniques it is not confirmed whether the answer to the research question will be obtained in an accurate manner. Using communication has some weaknesses. One of a reason for this is that responses are dependent on interviewees will to pass on the expected information. 2.5.2 Secondary Data For our research regarding brand extension and product line extension in Pakistani perspective, we also focused on collecting some secondary data. As per (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005) â€Å"for conducting any research, we must begin with searching for secondary information†. (p, 167). Using secondary data collection for gaining information can be beneficial in terms of having an initial idea about what have already been researched about the topic. Some useful information about research topic, already published information can also be gained in a timely fashion. Apart from advantages of secondary data collection method, there are some drawbacks associated with secondary data collection method. Secondary data can not be sufficient to give complete information regarding specific question of research. Furthermore, already published information was collected for some other purpose which not necessarily answers the question which you have included in your the sis. Indeed, according to them first of all, the data had been â€Å"collected for someone elses p

The Effect of Relativity Theory on Marathon Runners :: physics sport sports running

Sometimes people say, "Running is good for your health, and you can live longer." Is it true? Isn't there another reason? Is health the only cause of longevity? I wondered if the effect of relativity is one of the causes. In 1905, the great physicist, Albert Einstein, put forward a new theory called "The Special Theory of Relativity". It is very simple and it says only these two principles 1. The laws of physics are the same in all inertial system. 2. There is a speed limit, and it is the speed of light. Suppose two inertial systems, one of which, S, is the rest system and another, S', is moving at the velocity v to S. In above pictures, red and blue represent S and S', white balls moving are light, green boards are mirrors. Since the speed of light is constant, (ct)2 = (vt)2 + L2 (1)

Rugged Individualism

History as we know has many ways of describing it, with all the historical events that occurred in the past it is a result of our American system. As Americans, we live in a land of opportunity and because of that we have the freedom to live . â€Å"Every individual should be able to support themselves out that wouldn't include the government's aid†. This idea was originally introduced in Herbert Hoover's speech when he was president of the United States. Although this idea refers back during the Great Depression, Hoover believed that Americans shouldn't be assisted somehow by the government, financially speaking.In my perspective, I see rugged individualism as to any individual who is not being aided from the government, but also not just financially, but incentively through the mind. As I read along through books that relate to the American Dream, Hoover's idea of rugged individualism became more visible. Similarly books like â€Å"Ragged Dick† by Horatio Alger, †Å"The Great Gatsby† by Scott Fitzgerald and â€Å"A Raison in the Sun† by Lorraine Hansberry, are comparable that the idea of rugged individualism is still being used and even through today's society.To illustrate rugged individualism through the book Ragged Dick, Alger created a book disclosing the 19th century lifestyle of a poor boot black. In this book rugged individualism shows because of how Alger describes the motivation through his main character â€Å"Dick†. He was fourteen years young and worked as a ‘bootblack' aka shoeshiner boy and slept in dirty torn up clothes on the streets of New York City. Alger portrayed him as any ordinary boy that lived the hard life in the streets; he smokes and drinks occasionally.However, Dick would still practice good deeds and some gentlemen would be impressed that how would a bootblack be so humble and attentive in his work in the streets of New York. â€Å".. He was above doing anything mean or dishonorable. He would not steal, or cheat, or impose upon younger boys, but was frank and straight-forward, manly and self-reliant. His nature was a noble one, and had saved him from all mean faults. † Dick is a good example of someone who I thought that reflected rugged  individualism.He was brought up by himself and never had much of a role mode to look up to while growing up. He relied on himself to get customers to get their boots shined, he didn't complain about living on the streets or how filthy is his clothes was from the work that he does. In my point of view, Dick didn't have help from anyone, or didn't expect anything from anyone, and if he did he would be more than grateful and smart enough to invest it in the right ways.In the book, he was treated very well by an older man and his son, and during that time in the book he acted very humble as he explains that he lives on a cardboard box on the streets and didn't really see that hygiene wasn't so important to him, but what was im portant was how he was going to feed himself and live in the future. And as soon as he found a plan to get better at what he does he uses that money to save for an apartment and to invest in for the future. Although wealth can bring you happiness and success in life, it can also you direct you in the wrong places.The main character of the book by Fitzgerald is Gatsby who is a wealthy man. He tries to use his wealth to attract the attention of a women named Daisy. This is not the right way of to get someone to love you but he's also thinking that his money can bring him success of happiness. He believes that his money will make him succeed in his attempt to get Daisy to fall back in love with him. He would be known to throw the largest parties every saturday, and his guest wouldn't even know who is he truly and why there's a party. At that time in the early 1920's, every person in new york city loved to party.Furthermore Daisy likes the fancy things, the partying and it all seems so good, but her heart is still committed to her husband. Therefor Gatsby's plan was not successful because his plan wasn't a way of receiving love back. Rugged individualism may not seem evident, but it does in a way that Gatsby wanted to help from his money to get his dreams to come true didn't work out. For he wanted the parties to draw her attention, even his large land and big mansion couldn't help him to fulfill his dreams with Daisy. Lorraine Hansberry created a book that was about dreams.In the story A Raisin in the Sun, the main characters each have their own dream that they want to fulfill. The Youngers family struggle to attain these dreams through out the end of the story. Walter who is the man of the house wants to afford things for his family and give them a decent life to live and not having to hold back for his wife and kids. There's Beneatha his sister who wants to be a doctor and their Mama who just wants to best for their family. Although things didn't go as planned, fights and tension between Walter and his family even his wife, things became a learning lesson to each one.Mama always knew best, and when it all came down to one decision, it had to go Mama's way. That Walter had to turn down the offer of a big check to keep them from staying away from living at a all-white neighborhood. This taught Walter that his son, Travis, looks up to him as the man of the family, and in the long run, his decisions will be reflected on his son. He wouldn't want his son to think this is right. Walter was stubborn throughout the book that he just wanted to money to provide for his family, another house to live in, pearls to wear on his wife, and a better life for his son.But Walter didn't earn that money, it was just the life insurance of his father and he didn't earn any of it himself. In this book Walter is the example of rugged individualism because although he was stubborn to realize that it was wrong to receive that check to not live in an all-white neigh borhood. If he accepted it, the money coming in wouldn't be because he worked hard for it, it would because he wanted the white people to have their way of keeping their neighborhood an all-white neighborhood.But no one shouldn't be told to live a certain area because of their skin color. So when Walter rejects the offer, he is also accepting the fact that he will have to work harder to provide, and try to uplift his family in some way. It's better than uplifting his family in the wrong way by accepting that offer. That insurance check was tempting for Walter to accept, but he didn't and later when his son would grow older, he can then explain to him that he has worked for every bit of that money that kept his family together.In America today, we still struggle with people who don't live up to the idea of â€Å"rugged individualism†. I believe it isn't really called by that term, but people know it as the American Dream. People who aren't familiar with both are those who thin k reaching your lifetime goals don't require any effort or any struggles. For those who become millionaires are results of hard work and labor that put in to achieve in life. Anything worth having is worth fighting for, and along the path there needs to be struggles and failures, but it is still a choice to keep trying and to not give up.History as we know has many its ways of describing it, throughout all the historical events that occurred in the past it is a result of our American system. As Americans, we live in a land of opportunity and because of that we have the freedom to live. With the three books that i've mentioned, they are examples of the having the opportunity to uplift themselves in their lives. In each book they have reflected to the idea called â€Å"rugged individualism† which was introduced by Herbert Hoover when he was president of the United States.According to Hoover this idea meant that â€Å"any each individual should be able to support themselves out that wouldn't include the government's aid†. Even so, I see rugged individualism as to any individual who isn't being aided from the government, but also not just financially, but incentively through the mind. As I read through the three books, each author had their ways of reflecting rugged individualism through their characters, and with the struggles and decisions they made through the books.

Football Strategy

Football Strategy The need for a comfortable measure of certainty in the outcomes of human endeavors underscores the drive towards formulating strategy. Strategy involves allocating resources for achieving predetermined goals in the most efficient manner. Strategy has widespread application and is usually the responsibility of leadership. Military strategy applies to the management and deployment of armies to achieve certain goals. Various teams, sporting or otherwise, use strategy to improve their chances of getting the best results.Advertising We will write a custom essay sample on Football Strategy specifically for you for only $16.05 $11/page Learn More Business strategy is about maximisation of profits by arranging all the input factors in the most productive pattern. ‘Strategy creation is about doing the right things and is a primary concern of senior executives and business owners’ (Havard, 2005, p. xi). Mintzberg et al. (1998, p15) do not give a unified d efinition of strategy; rather they postulate that, ‘there may not be one simple definition of strategy but there are now some general areas of agreement about the nature of strategy.’ They proceed to identify five components of strategy in their 5ps of strategy. They say, ‘strategy is a plan’ (Mintzberg, et al.1998, p.9) to mean, ‘a direction, a guide or course of action into the future, a path to get from here to there’. In their statement of the second P they say, ‘strategy is a pattern, that is, consistency in behavior over time’ (Mintzberg, et al.1998, p.12). In the third P they state, ‘strategy is a position, namely the locating of particular products in particular markets’ (Mintzberg, et al.1998, p.12). They say on the fourth P, ‘strategy is perspective, namely an organizations fundamental way of doing things’ (Mintzberg, et al.1998, p.13), and finally, they present the last P as follows; ‘stra tegy is a ploy, that is a specific ‘maneuver’ intended to outwit an opponent or competitor’ (Mintzberg, et al.1998, p.13). Tour de France and Chelsea Football Club offers us a useful perspective in the study of various facets of strategy. The first Tour de France took place in 1903, where sixty riders participated. It has evolved over time with each tour currently taking three weeks and including twenty stages, up from the initial six, and now covers much of France’s countryside including its mountains and some neighbouring countries. The total course distance exceeds 2000 miles. ‘The cyclist who completes a strenous and often perilous course of more than 2000 miles in the lowest total time wins’ (Dummies.com, 2010). A key feature of the Tour is the different colours of special jerseys used by various riders. ‘Throughout the race, the reigning World Champion wears his team colors, but on a special jersey with horizontal stripes’ ( Dummies.com, 2010). Individual riders participate in the Tour as part of a team, with any winner receiving support from teammates based on the team’s strategy.Advertising Looking for essay on communication strategies? Let's see if we can help you! Get your first paper with 15% OFF Learn More Since the tour comprises several competitions and stages, team goals define the team’s efforts. Tour de France 2010 (2009) reports that, ‘different teams have different tour objectives, and so adopt different strategies’. It goes on to say that, ‘During the flatter stages, teams with outstanding sprinters like Tom Boonen, Mark Cavendish, and Thor Hushovd, are likely to work to reel in any breakaway, setting up a sprint finish that favors their fast men’ Tour de France 2010 (2009). The other sports strategy case study is Chelsea Football Club. Chelsea Football Club, established in 1905, became English champions twice in its one hundr ed year history, between 1905 and 2005. Gus Mears founded Chelsea Football Club at a time when London had failed to send any team to the first division of the football league. ‘Mears had spotted the potential for a football club to play at an old athletics ground at Stamford Bridge, an open piece of land in West London’ (Chelaseafc Team History, 2010). An interesting note on Chelsea’s formation is that ‘in contrast to the history of so many clubs, Mears decided to build a team for a stadium, rather than the other way round’ (Chelseafc Team History, 2010). Another first for Chelsea was that, because of Mears associate, Parker, who ‘proved persuasive’, at the football league AGM so that Chelsea, ‘became the first club ever to make the League without having kicked a ball’ (Chelseafc Team History, 2010). Chelsea Football Club and the Tour de France will provide us with the analogy to use for an analysis of various aspects of str ategy. Teams in the Tour de France, and in the football leagues work hard towards attaining success. To Succed in the Tour de France, teams of riders must have coordinated action, which is normally determined by the team’s objectives. ‘Different teams have different tour objectives, and so adopt different strategies’ (Tour de France 2010). This compares well with the football leagues that Chelsea football club plays such as the English premier league. In both cases, each team must define a strategy for achieving its goals in each season or Tour. Evidence of strategy in the Tour emerges as different teams take certain deliberate actions to leverage on opportunities. This is exemplified by the Tour de France (2010) report that, ‘As the race progresses, responsibility for chasing down breakaways typically falls to the team of the leader, or sometimes to teams who will see a rider in the breakaway as a threat to their well-placed riders’. In a similar wa y, Chelsea football club strategises to win leagues and tournaments through various actions. This typically includes getting the best football talent, and having a futuristic view when signing up new players. An instance comparing two chelsea players, newly signed Sidwell and the veteran Ballack illustrates this point.Advertising We will write a custom essay sample on Football Strategy specifically for you for only $16.05 $11/page Learn More The Soccer Lens, the Best in Football (2007) says, ‘To state that Sidwell will out-perform Ballack in the upcoming season would be laughable, however to say that in two years time Sidwell will be competing with Ballack for a place in Chelsea as midfield would be realistic. In other words, the young midfielder is one for the future at the Bridge’ (Soccer Lens, the Best in Football, 2007). This shows that Chelsea signed up Sidwell as a strategic measure. These stategies presuppose strategic planning by the To ur de France participants and by Chelsea Football club. They expose the forethough that goes into organising for a desired outcome during a strategic planning exercise. This sufficiently describes the thrust of strategic planning. The common strategy for winning a Tour de France is to, ‘conserve energy as much as possible for the times when it is needed most. (Tour de France 2010, 2009) Elements of strategic management in the conduct of the Tour de France emerge in the selection of the team members and in the conduct of the race. A competitive team will usually have riders with certain skills and are able to provide the team with a competitive advantage. This makes it possible for the team to adapt to emerging situations either to expand its winning odds or to consolidate a commanding position. New developments emerge as the race takes shape, which may require adjustment to the original strategy. Part of strategy may be working with your opponent to minimize a common threat by another participant. These serve to excite the â€Å"tour de France. ‘It’s the adhoc alliances and shifting rider and team strategies that make a stage race fascinating.’ (Tour de France, 2010. In addition, strategic options consideration and use take place depending on the prospects of good results. The teams are constantly on the lookout for, ‘stages that might favor their best climber’ (Tour de France 2010). It aslo looks out for, ‘breaks where they can get a disproportionate number of riders from their own team, or a chance to launch a climbing specialist on a day-long solo expedition, where he can collect a jerseyful of King of the Mountain points’ ( Tour de France, 2010). The decisions to take these moves demonstrate strategic management by the teams in the Tour de France. However, Grant (2005, p.9) warns that, ‘without effective implementation, the best-laid strategies are of little use’. This rings true in both the Tour de France and in the pursuit of the football championship by Chealsea Football Club, It is one thing to determine actions required to attain a goal and yet another to implement these actions effectively. Moreover, goals dictate tactics and poor tactics can cause failure. Tactics are operational measures that are felxible to change and adjustments. Not changing ones tactics may prove fatal. If Chelsea ‘decides to stick to the tactics they have used in this past season, they might have a hard time achieving their main goal of winning the champions league’ (Soccer Lens, the Best in Football, 2007).Advertising Looking for essay on communication strategies? Let's see if we can help you! Get your first paper with 15% OFF Learn More Resource constraints and availability affects strategy in several ways. Resources in the context of strategy will be specific to the set goals. Resources include finances, people, and time. The amount of resources available affect outcomes. Grant (2005, p.29) argues that, ‘Resource scarcity may engender ambition, innovation, and a ‘success-against-the-odds’ culture, while resource abundance may engender complacency and sloth.’ Chelsea seems to verify this argument. When Chelsea signed in Shevchenko, ‘most football fans expected a goal scoring machine to arrive’ (Soccer Lens, The Best in Football, 2007). The upping of human resource for the club did not seem to pay dividends for the club. ‘The high expectations resulted in sheer pressure on the shoulders of Chelsea’s new striker; as a result he failed to settle in his first season at the Bridge and his performances have been generally criticized’ (Soccer Lens, The Best in Foo tball, 2007). The human resource in the Tour de France depends on strategy, Tour de France 2010 (2009) reports, ‘Many teams carry specialist sprinters, sometimes with one or more ‘lead-out men,’ who are fairly strong sprinters themselves, and give their all to put a team-mate at the front of a bunch in the last 200-300 meters of a stage’. This kind of outlay seeks to insure competitive advantage for a team. Financial resources continue to determine which players Chelsea buys to meet its strategic needs and which riders a Tour de France team employs to have the best shot at the titles. Sports provide an interesting analogy in the understanding of strategy. Most sporting activities have very clear goals and objectives hence lend themselves easily to strategic approaches. Leagues, tournaments and other wide based organisational sporting events such as the Tour de France magnify this posibility. It is insufficient to look at Skill only in executing the sport, a s a sucessfactor. Rather, many factors to do with what patterns to follow in the execution of the sport come into play. It is not just about winning a match or winning a stage, it is about winning the overall title. The demands on individuals and teams alike, and their management take centre stage. Sports is also useful since it is much easier to tell whether a team had the best mix of strategy and resources, by the results it posts.in football, a teams strategy is immediately visible when its formation ismade public. Football coaches will create formations to meet the teams greatest need, which could be defensive play or offensive play. A big limitation with sports as an analogy for understanding strategy is that it does not provide an objective benchmark for a wide spectrum analysis of strategy. Winning a championship is a relative issue of being relatively better than your oponents who may have equally sound if not similar strategies. The scoreline is not the best parameter to us e to judge good strategy. In sports too, great execution of an average stretegy may deliver results compared to poor execution of good strategy. Another limitation is that most sporting activities take place in very controlled environments where penalties and reward are very clear, unlike business or military situations where the enviroment keeps changing and new trends and factors come into play effecting the execution of strategy. This makes sports insufficient for understanding dynamic elements of strategy and change management. In conclusion, sports provide an easy to understand model for the application of strategy, but it does not provide the best analogy for most of the applications of strategic approach in dynamic environments. This limits its usefulness for advanced learning. Reference List Chealseafc Team History, 2010. Introduction [Online] (Updated 25 Sep 2010) Available at: chelseafc.com/page/teamhistory/0,10268,00.html Dummies.com 2010. Understanding the ‘. [Onl ine] (Updated 25 Sep 2010) Available at: dummies.com/how-to/content/understanding-the-tour-de-france-and-the-strategie.html Grant, R. M., 2005. Contemporary Strategy Analysis. 5th ed. Malden, Ma: Blackwell Publishing. Great Moments, 2010. Great Moments in the History of the Tour [online] (Updated 25 Sep 2010) Available at: letour.fr/2010/TDF/HISTO/us/index.html Havard, 2005. Strategy- Create and Implement the Best Strategy for Your Business. Boston, Massachusetts: Havard Business School Publishing Corporation Mintzberg, H., Lampel, J., Ahlstrand, B., 1998. Strategy Safari. New York: The free press. Soccer Lens the Best in Football, 2010. Analyzing Chelsea’s New Transfer Strategy [Online] (Updated 23 June 2007) Available at: http://soccerlens.com/analyzing-chelseas-new-transfer-strategy/2135/ Tour de France 2010, 2009. Beginners Guide to the Tour de France for 2009 [online] (updated 04 July 2009) Available at: tdfblog.com/2009/07/beginners-guide-to-the-tour-de-france-for-20 09.html  [Acessed 25 Sep 2010]