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New Media Technology
Introduction
The dynamism that has been experienced in the media industry in the recent past can be attributed to globalization that is increasing eroding the traditional barriers of both time and space. The technological innovations have also played a leading role in perpetuating the inherent changes. Notably, various social networking sites are being employed in this industry by individuals from different backgrounds. One of the main developments in this regard has been the creation of you tube, a virtual site that enables users to share videos and make commentaries accordingly. This has changed the mode of communications in this respect by increasing interaction during communication.
Unlike other cites where the information and content is determined by the owner, you tube gives the users a chance to generate the content of the same. In addition, this content is presented to the audience before being filtered. This implies that the users significantly determine the content and therefore credibility of the site. Such changes have had diverse implications on the culture of the populations as they actively participate in media communication. This paper provides a critical analysis of the impacts of you tube on the cultural welfare of the current populations. It begins by providing a brief historical background of this technology before analyzing how it has impacted on different cultural domains of the population.
Lee (2007, p. 45) defines you tube as a website that allows its users to upload and share different types of videos with their fellow users. It was created in 2005 by Steve Chen, Jawed Karim and Chad Hurley that were initially working for Pay Pal Company. Although the trio experienced various difficulties during its creation, Ingram (2007) contends that it immediately took root and currently, it ranks behind Google, Yahoo and Facebook. Later on in 2006, Google Inc bought You Tube from this trio and from then henceforth, it has been operating as a subsidiary of Google. In his review, Poster (2005) cites that a significant support feature of this is the Adobe Flash Video. As indicated earlier, the information contained on the site is solely generated by the users and it ranges from music videos to movie and television clips.
Although most of this information is sourced from the user, Lacy (2008, p. 31) posits that part of the video clips are posted on the same by the media organizations who supposedly work in collaboration with the You Tube. It is also indicated that he choice of this name raised various controversies in the past because it was almost similar to that of HYPERLINK “http://www.utube.com” www.utube.com. Gwinn (2007, p. 13) indicates that the owner of the later filed a suit after being overwhelmed by individuals looking for the former. This led to the change of utube’s name to HYPERLINK “http://www.utubeonline.com” www.utubeonline.com.
Unlike traditional media, you tube has made it possible for individuals to upload different kinds of videos and share the same with the global populating within a short period of time. The only fundamental requirement is to have internet connection at one’s disposal. According to Graham (2005) there arte a wide range of topics that are shared on the site and which reflect various cultural ideals and values. Over time, it can not be disputed that this is increasingly changing to a single global culture that is assumed by the entire global population. This has led to loss of critical cultural diversity as more than ever, individuals are adopting the dominant cultural ideals that are presented by this media.
Hopkins (2008, p. 6) laments that the underlying principles of this technology have had adverse effects on social cohesion in different ways. Essentially, you tube advocates for broadcasting oneself and therefore users find it fundamental to upload videos accordingly. The posting of videos has become an intrinsic aspect of the broadcasting ideology to the extent that those who do not participate actively in this are shunned by the society. This has had negative impacts on social cohesion as vital bonds that maintain viable relationships have increasingly been broken. On the other hand, individuals and especially teenagers that use the technology more often have been cited to post videos that contain obscene acts in order to attract recognition by other users. Liu (2006) asserts that this has increasingly undermined the important moral and ethical values that define one’s culture. Furthermore, the urge to conform to the trends that are assumed by other users has been blamed for the current increase in crime.
You tube has also encouraged posting of wrong information regarding individuals as a form of making fun or ridiculing the same. Usually, this has adverse effects because of the f act that it impacts on the worth and esteem of the individual. Friedman (2006) asserts that the worth of prominent personalities and politicians has in most cases been negatively impacted on by the tendency to post wrong information about other individuals on this site. Rampell (2007, p. 62) cites that some of the implications have been lose of public trust and feelings of shame.
You tube has also encouraged the emergence of internet celebrities that comprises of persons whose videos are viewed and appreciated by a significant percentage of the goal population. The relative fame has in most cases been beneficial to the respective persons in unexpected ways. In this regard, Rodney (2009, p. 64) cites Broke Brodack whose comedy video landed her a development contract for NBC’s Carson Daly.
Although such celebrities post the videos for fun, this in most cases translates in special and incredible offers by individuals and organizations that appreciate their creativity. This creativity has not been confined to the movie industry alone. In his review, Kowk (2007, p. 52) indicates that musicians from different cultural back grounds also post their music on this. This has played a leading role in the popularizing of local culture and making in known to the world within a short period of time. A classic example in this respect would be the avenged artists who post their various concerts on the same. These are also uploaded by their fans who record their performances using various technologies and later upload the same. This has been instrumental in marketing their music across the globe.
In his consultative research, Cloud (2008, p. 14) also cites that you tube has provided a basement upon which individuals can give various commentaries regarding to the mode of governance and leadership. At this juncture, it should be appreciated that politics is a very important aspect of a people’s culture. By providing a viable forum with which the subjects can voice their concerns regarding the mode of governance, you tube has been instrumental in enhancing vital changes in this regard and ensuring that justice and democracy are maintained. Calderhead and Gates (2003, p. 113) cites that various media agencies like CNN in some instances review these commentaries and channel the same to the relevant authorities for action.
Apart from debates on political issues, Gillmore (2007, p. 35) indicates that religious issues are also discussed and exchanged according on the forums provide by you tube. A quick search can result in different video interpretations of religious information. Persons from different religions have a chance to share their personal views regarding to various religious perceptions. For instance a Christian might post a comment that can be responded by the Muslim or atheists. In this regard, individuals are able to learn various religious principles beliefs and practices from other religions. Thus you tube enhances the populations’ freedom to air their religious views and beliefs and their respective opponents to post their rebuttals too.
At this juncture, it is worth acknowledging that the freedom of speech has generated various implications that are both positive and negative. These have been manifested through incidences of copy right infringement, censorship and legal battles regarding privacy rights. In this respect, Buckingham (2008, p. 61) cites the example of mash up videos that constitutes a collection of clips from various other videos and compression of this in a single video. This is then given an eye catching title to attract the attention of the audience and improved with different type of background music. This in most cases raises various controversies that are related to the infringement of copyright laws as the creator uses the original work of other individuals without appreciating their efforts.
Alleyne (2009, p. 117) and Richard (2008, p. 94) indicate that usually, you tube takes practical measures to remove the videos whose content violate the provisional copy right laws. However, this is done after the video has already been posted and the affected individual raised the complaint. Arguably, its content is likely to have reached a significant percentage of the global population. It is in this consideration that Lee (2007) asserts that filtering of the videos needs to be done before rather than after the video has been posted on the site.
Further, the process of censorship has been cited to be compounded by various complexities. In most instances, it relies on the information provided by the users, and not on objective reports provided by you tube employees. Various concerns have been raised in this regard with the most profound being the fact that some users are having their videos removed even when the content of the same meets all standards. Trends indicate that the most affected in this regard constitute videos with religious and or political information.
Hutcheone (2007) asserts that the measures that have been taken by you tube to address copy right issue are relatively commendable. In this regard, it is indicated that the company has recently developed and enforced a certain policy that has since reduced the incidences of copy right infringement significantly. An uploading technology is currently being employed in detecting any forms of copy right infringement before a full upload of the videos. Any upload that is found defective in this regard is rejected. However, Rampell (2007) contends that despite having reduced related cases, this has not been effective in eliminating the problem completely. At this point in time, infringement on copy right laws has far reaching economic implications on the wellbeing of the original owner of the same. Therefore, it is imperative for timely and effective measures to be undertaken to prevent the same.
With regard to the role and status of the audience and the communicator, Poster (2005) contends that you tube has removed the boundaries that existed within these individuals. Traditionally, the power to broadcast any form of information was entirely assumed by the relevant media organizations. Notably, this has been challenged by you tube that accords all individuals in the population a chance to participate actively in broadcasting. In addition, unless it is compounded by copy right issues or other sensitive issues, this is not controlled and users are allowed to share any type of information.
Conclusion
From the analysis, it can be contended that you tube has enabled different types of individuals to interact with the global population accordingly. Individuals post the videos for various reasons that comprise of the need to educate the public, inform the population of a certain issue, entertain the same, and contribute to debates regarding various social issues and exhibit creativity through uploading different types of art. This has resulted in the emergence of internet celebrities, given the artists and musicians a chance to promote their respective works of arts, allowed the populations to express their religious and political concerns and made the artists to discover their talents.
Likewise, the characteristic broadcasting has also led to the rides of different controversies that are related to copy right issues and infringement on individual rights and privacy. As it has come out from the review, you tube has generally had various impacts on the social and cultural welfare of individuals. Thus as much as it has contributed to enhanced communications, it has also posed various challenges that need to be addressed in order to make the same more effective.
List of References
Alleyne, R, 2009, Exploring the Success of You Tube, Penguin, USA.
Blarkely, R, 2008, Legal Concerns and Emergent Media Technologies, Wadsworth, USA
Buckingham, D 2008, Media Education, Polity Press, UK.
Calderhead, J & Gates, P (eds.) 2003, Conceptualizing the Development of Media Technologies, Falmer Press, UK.
Cloud, J, 2008, You Tube and American Pop Culture, Time Magazine, November 25th, 2008, pp 12-5
Friedman, L 2006, Media Technology and Globalization, Penguin, USA.
Gillmor, D 2007, Emerging Media Technologies and their Impact on Culture, University Press, Cambridge.
Graham, J 2005, Emergence of Video Websites, Pine Forge, USA
Gwinn, R 2007, The Role of Media in Behavioral Development, Chicago Tribune, June 14th, 2007, pp. 12-7.
Hopkins, J 2008, History and Development of You Tube, USA Today, November, 29Th, 2008, pp. 5-7.
Hutcheone, S, 2007, Modern Technologies: Implications of You Tube vs Television, University Press, Cambridge.
Ingram, M 2007, Popularity of You Tube: Charts and Underlying Trends, Longman, USA.
Kowk, C 2007, Understanding use of New Technologies, Economic Journal, 360, 45-71.
Lacy, S 2008, Impacts of You Tube, My Space and Facebook, Crimson, USA.
Lee, A 2007, Advantages of New Media Technologies, University Press, Oxford.
Liu, S 2006, Disruptions of You Tube, Penguin, USA.
Poster, M 2005, Second Media Age, Polity Press, UK.
Rampell, C 2007, You Tube Ratings: The Role of Numbers, University Press, Kansas.
Richard, J 2008, You Tube and Culture, Penguin, USA.
Rodney, H 2009, Emerging Social Networking Sites: Exploring Cultural Implications, Polity, UK.
The growth of government and its underlying driver has been one of the most researched themes in the study of modern politica
The growth of government and its underlying driver has been one of the most researched themes in the study of modern political science, owing much to its relevance to modern popular political participation and the public wariness of big government in a liberal oriented democratic society. Given the common experience in living memory that the expansion of the public sector seems to be irreversible, it is of little surprise that public, politicians and researchers alike all contemplate the question how big the government will grow to.
In the face of such a problem with highly a complex system of drivers, it would always be necessary to take steps back so it can be broken down into basic components. If we want to understand why does government grow, then the precursor issue of how the government grows need to be answered as the rationale can only be explored after the process is specified. Further we still need to take a step back to define what exact we mean by “Government”, “Size” and “Growth”.
“Government” in the normal conventional sense is the organisation or system of organisations through which the power of the state exercised, i.e. it is the means through which the state can impose its will on individuals. The problem of this definition is that it would be rather difficult to conceptualise into physical form.We will have to define what we mean by the power of state and involve the idea of sovereign.
So another way is to see government in its functional terms. The exact scholastic definitions can vary according to different theoretical focus, but it is widely agreed that the government consists of the legislative function, the administrative/executive function and the judicial/arbitrator function. These three functions combined set in place the system of rules under which the organisation of the society can be maintained and the actions of individual can be bounded. Thus allow order to emerge from anarchy. Confusion may arise here to assign these three functions to the distinct hall mark of modern democracy, but this is not necessarily true as autocracy or oligarchy governmentalso without exception have the trio as defining, executing and enforcing laws are equally important irrespective of regime type, albeit with the branches often combined under one super-intending entityunder autocracy and lackingthe “check and balance”. Any government, in order to govern effective, needs to have the legitimacy and necessary violence to create and enforce laws that specify the institutional set-up of a state or a society.
Another crucial important function of government is the provision of public services; the concept of which has been coined since the inception of Public Economy. This role could be traced back from the Roman viaducts, to the Great Wall of China and to the interstate highway of the US, and historically been recognised as the more visible contribution or value of a government. However to further extend this concept, the so called “public goods” doesn’t necessarily have to be narrowly defined in this demand driven way, after all the provision of state resources for the welfare of general publicis a relatively recent phenomenon, just to think of Pyramid of Egypt or Napoleon’s European War Expedition (although fervent French nationalist may debate for its merits). So to be more encompassing in our definition, we can think of this function to include the execution and materialisation of ruling class’s vision.Hence government is also an organisation which is able to amass the populace, pool common resources and command coordinated group actions to execute large scale social projects which private individuals do not have the incentive or the ability to undertake.
The third function is in its core the derivative of the first two, i.e. the government need to have income generating ability in order to be economically viable to perform the law/institutional maintenance, as well as carry out public projects. Here the predominant means is government’s monopoly of tax collection with the hidden threat of institutional violence. But governments’ financing also including asset sales/lease (Pre-industrial revolution England and socialistChina both owned large amount of land assets under state entity), exploitation of state owned resources, operating nationalised companies in state regulated market, public debt financing etc.
From the perspectives of those three functions, we can reach a more essential version of the definition for what a government is. It is a giant organisation or a system of organisations within a society or even just a population that draws from common resources to finance itself in an effort to maintain social laws and order as well as organise to take collective actions i.e. undertake public projects. Note here, in this stylised functional definition, the source of legitimacy and institutional violence is deliberately left out. Whether the government is organised through the free election of liberal democracy or unscrupulous acts of terror by a general in reality does not affect these three basic functions any government have to perform. Also this definition effectively integrates bureaucracy with politics, which could be argued to be an artificial division of public institution in the first place.
So when we consider the “size” of government, then we are in fact gauging how much human activities are devoted to facilitated those three functions, so arguably it would be most apt to think in terms of the economic resource outlay a government commits i.e. government spending to maintain operations. Tax revenue is often used as a good proxy given its role as the predominant income component, yet it would be advisable to be aware that this was not always the case in historically. In addition tax structure hence revenue volume could be subject to the reverse pressure from the spending side needs and evolve accordingly. Another proxy size measures include the quantity of government employees and public personnel, yet this introduces the problem of efficiency variations across the public to private spectrum.
It does not need much further elaboration to argue absolute size inform us little about the genuine size of a government. As the government and the public sphere it marked out is the platform on which private activities are conducted, it is natural that as the amount of private activities increases both the income channel to finance and the need for the facilitating public functions will expand accordingly. So the basis for examining any structural shift in the social organisation of government is the relative relationship between government spending and aggregate economic activity. Academic literatures use both GDP and GNP as percentage base which largely yield similar numbers.
The question is now becoming what is causing an ever growing proportion of aggregate social resources and human activities to be devoted to maintaining social order and provide for public projects. Is there more need for the public functions government provides from the demand side or has the government developed more efficient and less-intrusive revenue generating methods from the supply side enabling it to participate to a larger extent in the economy?
1.1 Some General but Important Initial Facts and Observations
Before examining the detailed empirical evidences and evaluate various theories, a few overarching observations can be made on the subject which should serve as good sanity check or logical boundaries. An effort to explain the growth of government should accommodate or at least not conflict with those basic facts.
i) Contrary to the modern common experience, government is not on a growth trajectory since the beginning of civilisation and the expansion of its activities and scale of influence is not pre-ordained as a rule of nature. Prior to 1700, government across the globe showed limited propensity to expand through extended period. City finance log from ancient Rome show that expenditure only increased by little in absolute terms even after spanning for over 400 years , so as a percentage of total economic output it may have actually decreased. Historical record of Chinese tax system shows that on average, the land tax in terms of crop submission was lower at 1600 AD than at 200 BC.
ii) The initial spurt of government growth occurred after England underwent the Glorious Revolution and led Europe into industrialisation and initiated the first round of globalisation. Albeit much spending is associated with the belligerency and inter-state politics of Europe at the time, and largely reflect the cost of war on different countries. Non-war related public expenditure genuinely took off around the turn of 20th Century and accelerated post Second World War
iii) Modern government spending upshots are most often concurrent with the occurrence of large social projects such as national wars, public education/health program, social security program, state investment of public utilities, etc. Inaddition, the governments across global spectrum have engaged in more and more economic activities which were originally operated by private market forces i.e. the scope and content of Government’s public provision function has dramatically increased and diversified.
iv) Governments irrespective of regime type experienced expansion in size, this can be observed across different types of democracies, socialist autocracies and resource rich monarchs. In addition, this is also observed for state at varying decree of economic development: the median central government spending as a percentage of GNP for 46 developing nations increased from 18.7% to 26.4%.
v) However, the powerful existence of a suspicion for large government and a reversion for high tax rate has been deeply ingrained in the mentality of democratic politics as seen from House of Common debate on 18th Century tax reform as well as the considerations of the founding fathers of the US when proposing the bill of rights. The concern of public intrusion of private rights has always been a strong resistance to the expansion of public sector.
vi) In the last 20 years, if not including the extra public spending incurred by the 2008 financial crisis, the government expenditure has maintained at a stable level while economic inequality amongst strata of population has increased dramatically.
1.2 What A Successful Government Growth Theory Should Achieve
A good theory or a theoretical framework should ideally:
i) Identify the common underlying factors and shared considerations that drove up public spending universally across governments, but also allow for country level specificity to be added on top to account for variations.
ii) Explain the timing of the initial and following rounds of expansion since the end of 19th century and provide insights into the potential structural shifts in the political and social settings that broke the stability pattern observed for over a millennium.
iii) Should clearly differentiate between factors that temporarily enabled growth during a particular time window from those that are continuously exerting the effect even till present day.
iv) How was the resistance for tax raise overcome and what was the common mechanism for government to increase revenue in order to fund the expansions.
v) If any country or region specific characteristics are identified to account for a fraction of growth, then we should not observe the same growth pattern in other nations without such traits unless other reconciliatory rationales can be supplied
2. Overview of Growth ofGovernments Across Periods and Geography
Again, the point to be stressed here is that government growth, just like inflation although taken for granted by modern experience, should not be seen as a default social order of nations. Although globally government size relative to economy has maintained stable, different countries started their individual institutional public expansion at different point both on the global historical timeline as well as their own stage of economic development. Here we give an overview of the long run historical experience of UK and US, the post WWII experience of OECDcountries and the post cultural revolution experience of China. UK and US, being the oldest and most economically influential capitalist democracies respectively, are the bases on which the most substantial amount of academic work is built upon. OECD is a Post Second World War creation and represents the most successful capitalist nations across the global. The group offers a relatively homogeneous population in terms of its economic and social structures, but manifest differing government growth rate as countries adopt the welfare state in varying degrees and develop into different modes of capital. China’s experience in government growth and public finance expansion is more or less is a black box which is little covered by mainstream literature on the topic. The Chinese state is an autocratic regime, believes in a contrarian ideology and organise its political power structure and bureaucracy in a distinct way without many of the democratic mechanisms that incentives. Nonetheless, the Chinese government fulfils the opening definition of raising finance to fund institutional maintenance and engage in public projects/services provision. The a review of China’s perspective may greatly contribute to the discourse by providing a powerful mirror to show what commonalities in government growth experience are manifested which then cannot be attributed to the US/UK way of political organisation, but should be sought amongst aspects more fundamental in the way human political organisation functions.
2.1 Government Growth in the UK
The size of government as a share of the economy has been on a rising trend since the Glorious Revolutions of 1688. In the 19th century, the government share of the national income declined from its Napoleonic Wars peak to levels of more than a century before which marks that after two centuries, the real public spending of UK government on non-war items did not change much.
Since the turn of 20th century, UK’s public spending swelled from 12% of GDP to 48% as of now, recording a 300% increase. This is in contrast of huge decline in national defence budget which peaked at 46.4% in the height of World War II to the current 2.5%. The biggest two areas of growth is NHS spending and social securities (welfare transfer and pension payments). Health care spending grew from 0.5% to just over 8% and social security’s balloon from 0.7% to just under 15%. Education spending after doubling in the first half of the Century, fluctuated between 4% to 6% of the GDP since 1960s.
What is notable is that there are two rounds of major public expansion following both WWI and WWII. The first round displayed a more dramatic upshot trend and maintained at a plateau until the breakout of WWII. The post WWII round exhibited a continuous upward trajectory which continued to present.
2.2 Government Growth in the US
In the first 100 years of US history, the tax level was low by today’s standards. Government revenues predominantly came from two sources: revenue tariffs and land sales. The limited sources of revenues for the federal government were a natural restraint on its expenditure. Average annual rate of growth for tax in real term after adjust for inflation amounts to 5.5% compounded from 1792 to 1974. Prior to 1900, the growth rate was around 4.75%. Since then it has accelerated to 5.4% while the Real GNP rose at an average rate of 3.17% during this century. Correspondingly, in 1900 government spending amounts to c. 8% of GNP, this number has grown to 36.5% by 1980.
Especially during the 2nd quarter of the 20th century, period from 1929 – 1950, a series of significant political events occurred including the Great Depression, New Deal Program, World War II, which are all coupled with drastic intervention by the Government. Real tax growth reached 7.17% while the economy grew at an average of 2.92%. During the 10 years between 1929-1939, government spending in fact doubled from 12% to just under 25% of GNP. In the third quarter of the century, tax at all level and spending continued to rise, albeit at a slightly slower pace. Tax growth decelerated to around 4.5% and spending continued to climb to 42% of national income. Domestic social transfer which grew from a small base of 1.1% before the Great Depression to 3.5% at the beginning of WWII, then surged from 5.5% in 1949 to 13.5% in 1976.
Similar data is reflected through employment where the public sector employment grew twice as fast as the total labour force. All level US bureaucracy (Federal, State and local) employment grew at 4.5% compounded since 1900 to 1974, as a proportion of total workforce grew from 4% to 15%.
2.3 Government Growth in OECD
In Nutter (1978), the proxy of government spending/ national income is used and he conducted cross comparison of OECD countries and the US from 1953 to 1973. Median percentage in 1953 of OECD samples are 34% and it rose to 49% in 1973. So it seemed that across the board, it is fair to say that OECD countries have seen public growth of 1/3 on its original basis.
There is also significant variation in both the level and the rate of change in the scope of public economy among 18 nations. In 1960 public economy averaged 28.5% of GDP, ranging from 18% in Spain to 35.4% in Germany. In 1975, average expanded to 38.5% with Japan at 23.5% and Netherlands at 53.5%
Overall, external expenditures represented a small and dwindling faction in comparison to domestic spending. Median dropped from 6.1% to 4.9% while that of domestic rose from 28% to 48%. This is perfectly in line with the post WWII political stability across OECD countries.
The largest government (public spending as a percentage of national income) in 1950s were Germany, Franceand UK. By the 1970s, North European welfare states clearly emerged and the top three were occupied by Denmark, the Netherlands and Norway. Japan and Switzerland have consistently maintained the two smallest governments while Sweden is both the fastest growing as well as the largest by 1970s.
2.4 Government Growth in China
On the cusp of China’s Reform and Opening, the country runs a balanced albeit highly planned budget with public revenue accounts c. 31% of GDP. The country underwent public finance reform and tax restructuring in 1994 and adopted the modern multi-category market based tax system similar to that of conventional practice in the developed countries. Since then the tax revenue experienced steady expansion from 11.2% in 1994 to 18.2% in 2010. Differing from UK and US, China finances a relatively small proportion of its public finance through debt, central government bond aggregate to 7 trillion CNY in 2010 (c. 20% of GDP in the same year) with only 0.8 trillion new finance (2% of GDP).
From 2007 to 2010, government revenue climbed from 26.7% of GDP to 33.7%, curiously tax revenue maintained a steady rate hovering just above 17% while the revenue from the transfer of land usage increased from 2.7% of GDP to 7.3%; the revenues from public fund investment reached 9.2% of GDP from 4%; the much hyped super SOEs of China which made headlines in corporate news around world with their newly gained colossal market cap and profit stream, did not actually contribute a remotely significant portion of the revenue at 0.1-0.3%.
In terms of expenditure, the bulk of expenditure is on economic activity and infrastructure investment, but its weight in the overall public expenditure has shrunk from 40% in 1996 to 26.56% in 2006, representing shifting focus in China’s public finance. The social security and welfare transfer increased from a insignificant level at 0.26% of GDP to 2.26%, while healthcare and education hovered around 1% and 2.5% of GDP.
Henkel Case Study
Henkel Case Study
Student’s Name
Date
Henkel Swot Analysis
Strength
Egypt’s Henkel affiliate still managed to do well despite the fact that the country was in turmoil at that point in time. The company managed to maintain not only volume but also margins. The manager of Egypt’s plant was perceived to be a real winner and he was touted to move up the ladder to the next management level in a year’s time. Ashur was indeed entrepreneurial in the heart of exceptional political havoc. He changed routes of distribution, put emphasis on brands with high margins and figured out robust trade allowances to boost volume.
However the Manager of the Henkel subsidiary in Tunisia was not doing well. Though he was in a solid environment his business was underperforming. By focusing too much on excuses and efforts the Henkel’s Tunisia subsidiary Manager did not get results. Kasper Rorsted was appointed Henkel CEO at the age of 45 he became the company’s youngest CEO and the first one with roots outside Austria or Germany. Born in Denmark, Kasper learned economics at Copenhagen’s International Business School.
Henkel’s segments have strong financial positions. The company enjoys global leading positions in Henkel technologies, laundry and home care, craftsmen and consumer adhesives as well as toiletries and cosmetics. In home care and laundry the employed return on capital and sales have increased over the years. For instance in 2006 there was an increase of 15.1% and E4, 116 Million respectively in comparison to 2005. The same period saw the operating income increase by 7.1% while sales were increased by 8.1%. To date Henkel owns the widest product portfolio in this niche market. A strong financial base in almost all its segments portrays a stable cost foundation and if this continues the company’s future plans will be enhanced.
Weaknesses
In 1985 the company raised capital to support its rapid expansion through submitting non-voting shares to the public. In the year 2008 its sales had increased to four billion dollars across 126 countries. Most of its shareholders stemmed from the EMEA region, closely followed by North America, Asia pacific and finally Latin America. Even though it is only 20% of its employees that had Germany roots the company managed to safeguard its German family roots. Most executive board members were Germans and the company’s shareholding committee was still widely held by members of the Henkel family.
By 2008 the financial crisis effects and succeeding economic slowdown was already affecting Henkel’s major markets. Its beauty and personal care products were adversely affected since the company’s esteemed customers decided to cut back on spending, focused on critical products and thus traded down on brands that were lower priced through foregoing unrestricted purchases. To deal with the growing costs of materials the company decided to increase the prices of most of its products.
A weak Asian presence: even though Henkel operates in more than 70 countries that span Africa, Europe, Asia pacific, Middle East, North and Latin America it derives a paltry 8.1% of its revenues from the Asian markets while gaining 84.5% of its revenues from the other regions. Its weak presence in Asia makes it be disadvantaged against its competitors for instance Unilever and P&G. Its decline in margins over the years is an indication of an unbalanced cost base and its continuation could impede the company’s growth plans in the future.
Opportunities
The mergers in the industry in combination with the slowing economy resulted in the fall of the volume of Henkel’s rapid growth in all of its business units in 2008. Faced with corporate complacency and falling demand Kasper Rorsted swore to change Henkel into a leaner more results driven company. In his assertion it was no longer an alternative for the company to stay where it was. It was either the company moved up or down, it was either the company makes itself relevant or the circumstances would make it irrelevant.
To appeal to the company employees and indicate his obligation to change Kasper Rorsted called a press conference at the end of 2008 to make known a set of the company’s four year ambitious plan for EPS, sales growth and EBIT margin. Analysts and business reporters echoed the cynicism of the wall street journal .Listeners in the London evaluation conference did not believe their ears to them 14% was too ambitious.
Kasper Rorsted completely understood that his ambitious financial objectives that were aimed at augmenting profitability and sales growth in declining markets could only be attained by changing the self-satisfied spirit inherent in Henkel into what he termed a winning culture. This notion was to underline three premeditated priorities which included: the attainment of full business potential, the strengthening of its global team and focusing more on customers.
In the year that followed Kasper Rorsted and his management crew worked to time and again correspond the new calculated priorities to Henkel’s employees while transforming them into action for all business units. To obtain Henkel’s complete potential in business Kasper Rorstedv decided in 2008 to dwell on optimizing the company’s portfolio through dedicating extra resources to high potential markets and top performing brands. In the same year the company made its largest acquisition through paying 3.8 billion dollars for the electronic materials and adhesives business of the National Chemical and Starch Company thus strengthening its global leadership in adhesives.
The business for consumer products is mainly driven by household income growth, population growth and household formation. These factors are now compelling strong growth in the company’s emerging markets which include China and India. China’s GDP is expected to grow at 13% in the year 2013-2014 while India is expected to grow at 10% in this period. Henkel has already enhanced its presence in these markets and could obtain considerable growth through making these high growth areas its center of attention.
Henkel’s investment in new projects gives it more opportunities to consolidate its edge against competitors in the market. Its investment of E79 million in its Russian business in 2010 took it a notch hire beyond its rivals in the market. The opening of its E 7.3 million project to generate construction mixtures in Chelyabinsk was amongst its biggest investment in the last three years. The company is now in the process of boosting the production competence of its perm plant that manufactures synthetic cleaning agents.
Henkel invested E 2 million Euros in its Belarusian plant that produces dry building mixtures in 2009 to increase the plant’s capacity to over 99,000 tonnes per annum. The plant cost Henkel 6.6 million Euros in 2006. Other projects include a new warehouse in Saratov and its new Moscow headquarters. The company’s investment in these projects is likely to assist the company attain its long term strategic goals.
Threats
Competition from private labels and large players: Henkel markets are typified by extreme competition. Henkel has always competed with companies that are well established for instance Unilever and Colgate Palmolive. Colgate Palmolive that purchased 85% of Tom’s Maine is one of its big threats; it also faces competition from more low cost and low manufacturers in emerging countries as well as from rapid private label brands introduced by discounters and large retailers globally. Therefore to retain and maintain its position in the market Henkel’s products must successfully compete with its strong competitors products in addition to that of retail chains. The economic crisis in 2007 adversely affected the company particularly in its European and US subsidiaries. This crisis put a lot of pressure on the company’s revenues. However, realignment after the crisis enabled the company to reemerge unscathed.
Industry consolidation: the household products and personal care industry has seen a lot of consolidation in the recent past. Gillette was purchased by Procter & Gumble in 2005 at $58 billion this made P&G the top universal household goods manufacturer. This pushed Unilever into second place. P&G-Gillette now has 21 brands each generating yearly sales of more than $1.2 billion. In 2006 Johnson and Johnson won against GlaxoSmithKline and Reckit to buy Pfizer’s medicine for $17 billion. These consolidations witnessed in the industry have led to the creation of bigger entities that command high negotiating power in the industry. This is likely to augment competition for prices that will in the end lower Henkel’s operating margins.
References
Adam Bryand (2010, August 28). No need to hit the send key. Just talk to me. New York Times
