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Long Analysis Project Proposal
Name
Lecturer
Course
Date
Long Analysis Project Proposal
Question 1
In your own words, what do you want to write about?
I would like to write about the Impact of Single Parent and Child Development. Single parenthood has become a rampant in the society today. Many people are living in their current conditions because they were raised up by only one parent. This is because it affected them both positively and negatively.
Some of the causes of single parenthood are divorce, separation, premature pregnancy and children born out of wedlock. Depending on the circumstance, some children get raised by either their fathers or mothers. However, even if they do not enjoy full parental love, the fact is that the sole parent in charge of such children will do all their best to raise them holistically. Many, particularly mothers, consider such children to be best companions who should be adored and accorded the best quality life.
Question 2
What will be your main point?
My main point will be that single parenthood develops strong children. As a result of the turbulent life they go through, children raised by one parent become conscious of life. Hence, they establish good interpersonal relationships and become peacemakers. At the same time, they consider the whole community to be part of their nuclear family.
As the saying goes, “It takes a village to raise a child.” they all actively contribute in raising them, thus strengthening the bond between them. Eventually, they develop into responsible adults who are able to prioritize their needs and work so hard to liberate their small families.
Question 3
What information will be included in the introduction?
I will begin my paper by defining the major terms- parent, parenthood, single parenthood, child, impact and development. Because this is a social issue, I will give a variety of definitions from the anthropological and sociological perspectives. Later, I will narrow down these definitions into a generally agreed one by all the prominent authorities in this area.
After that, I will proceed to give the historical development of this phenomenon before contextualizing it to the contemporary society. Finally, I will end this section by highlighting its causes. This will make the project more authoritative and detailed.
Question 4
List 3-4 supporting topics that you think will be effective for your argument.
Some of the most relevant topics I will include in my analysis include the following:
Divorce
Child adoption
Poverty
Juvenile delinquency
The use of these topics will help in increasing the wider coverage of this issue. For instance, the inclusion of divorce will make it easier for the project to show how this menace arises. All the people are familiar with it. Similarly, analyzing poverty in details will clearly show how it relates to single parenthood. At times, single parents find it extremely difficult to financially support their children. In the long run, such children drop out of school.
Question 5
What will be the best sources, for this topic? What key words will you use for your research? Will you interview or survey people? Will you rely on personal experience?
The best sources for this topic will be:
Text books
Journals
Magazines
Newspapers
The major key words to be used are:
Parent
Child
Bond
Community
Development
Adulthood
Research tool to be used:
When carrying out this research, I will use interview as the main source of collecting information. I prefer this to other techniques because it will give me a chance to get detailed answers for all the open and closed ended questions. At the same time, I will rely on my personal experience. In deed, this topic is relevant to me because I am one of the products of single parenthood.
Question 6
How will each subtopic be linked together so that your essay flows in a direct and focused manner?
In order to ensure a smooth flow of my essay, I will break the content into subtopics. However, these will be carefully arranged in a chronological manner. I am sure that it will be appealing and easier to read.
Question 7
What elements from the body will be revisited for the conclusion? What expanded thought will be used to finish the essay so that there is final closure and understanding of your main idea?
The elements to be included in the conclusion will be the causes, effects and remedial measures single parenthood. This is because the main aim of this project is to solve this problem.
A report on the marketing objectives and strategy that should promote long term customer loyalty as well as profit, sales and
Task 1
Introduction
A report on the marketing objectives and strategy that should promote long term customer loyalty as well as profit, sales and market share for Tip Top Accessories Oxford. The structure of the report can be divided into four sections. The first section is introduction where the report expresses its objectives. The second section is findings/discussions in which the report outlines the key concepts of marketing and also provide example of marketing oriented organization, which in this case is CAFÉ NERO UK, an Italian coffee company. Additionally, the report evaluates the advantages and cost of implementing the marketing approach in order to prosper TTA’s retail business. In the fourth section the report draws conclusion based on the findings and discussion. The last section consists of recommendations.
Findings/Discussion
There has been several definitions of marketing present in the literature. As defined by Business Essentials (2010), the concept of marketing can be understood by the approach that business should operate in a way to fulfill customer requirements efficiently and profitably. According to American Marketing Association, the process of marketing can be of planning and execution of the conception, pricing, promotion, and distribution of ideas, goods and services in order to form exchanges that satisfy and fulfill individual and organizational goals. The marketing concept consists of three elements: customer orientation, co-ordination of market activities and profit orientation. An organization that lacks customer centric approach in its business is less likely to achieve success at the market place. Marketing oriented organizations have gained competitive advantage over the years. According to Business Essentials (2010), the retail sector is highly competitive and low profit margin and wide research in consumer needs play a substantial role in marketing concepts.
The market-oriented organizations produce the products and services that meet the requirements of the customers (McDaniel et. al, 2009). These types of organizations always focus on research and development and also focus on long-term relationships with high customer satisfaction and loyalty. For example; CAFÉ NERO has introduced a gift card as a marketing approach to hold the customers for long term. The chain of café offers every 10th coffee absolutely free when a customer purchases nine cups of coffee within an extended period of time. Here it can be seen that the concept of 10th coffee free may encourage the customers to get the drinks from CAFÉ NERO in order to claim that free coffee. So, the market-oriented strategy of cafe may not only satisfy its customers through long-term relationships but also increasing its sales volume at the same time. As per the marketing literature, it is evident that a small amount of repeat purchase generates significant profit for any business (McDaniel et. al, 2009). This marketing orientation of CAFÉ NERO makes it a sales orientated company with an understanding of consumer behavior.
According to the case study, Tip Top Accessories Oxford deals in limited range of hats, scarves and umbrellas. Its customers are mostly over thirty years of age combining with a seasonal but vital student market. Applying the marketing theory to Tip Top Accessories retail store, customer retention is significant because it may attract new customers by word of mouth marketing and also cuts the cost of advertising.
There are many benefits associated with TTA for being marketing oriented company such as large sales volume as many people would get to know about products and promotions. Out of this large number of customers many may become TTA’s loyal customers. This marketing can be achieved by placing posters all around the store inside and outside to let, as many people know about theses promotions. The advantages of marketing at TTA outweigh the cost of it. The cost of such marketing techniques will be very low as it involves only creative skills transferred on a piece of paper.
Benefits of Marketing Costs of Marketing
1. More customer would know
2. Large sales volume
3. Building brand image
4. Loyal customers In- store marketing such as posters, creativity on walls,
Less profit margin for TTA
Effective promotional activities
Very less marketing cost
Conclusion/Summary
It can be concluded from above findings and discussion that implementation of marketing concept plays a vital part in the success of any retail business. Tip Top Accessories needs to increase its sales volume through applying the right marketing strategies that focus on fulfilling customer’s individual requirements along with the profitability of its retail business. The marketing concept applied at this retail store should contain all the three necessary elements. The retail business should tailor the products/services according to the customer’s needs in order to achieve high standard of customer satisfaction and customer loyalty. The business should also consider integrated marketing and profit through customer satisfaction. In order to remain competitive Tip Top Accessories store should continuously be in touch with the market trends. It should also focus on relationship marketing (RM) and total quality management (TQM), which involves good relations with customers and fulfilling their needs.
Recommendations
After evaluating the findings and drawing the conclusion, it is recommended that the retail establishment should enhance its range of portfolio and also implement visual merchandising (posters and banners) in its two stores in Oxford in order to attract, engage and motivate customers towards making a purchase. The retail business should also strive to extend its range of customers’ particularly different age groups. Overall, TTA should put efforts in adopting viable marketing approaches in order to remain competitive at the market place for example reaching out to the university and college students through website or distributing pamphlets. Furthermore, it is suggested that adopting such marketing strategies will be proved cost effective for TTA.
Task 2
Introduction
I as a Marketing Manager have been assigned a task to write a report on exploring the concepts of segmentation, targeting and positioning for Tip Top Accessories Oxford. The report is presented to the Managing Director of this retail business. The structure of the report has been divided into four sections. In the introduction section the report states its objectives. Findings/Discussion section analyses those macro and micro environmental factors affecting the marketing activities of Tip Top Accessories. Furthermore, the report explains the market segmentation and targeting strategy for Tip Top Accessories product range. Next, it also focuses on the importance of understanding buyer behavior and the need of repositioning Tip Top Accessories’ any one product. Then the report presents a conclusion and recommendations on the grounds of findings.
Findings/Discussions
The micro environmental factors can influence the marketing strategies of Tip Top Accessories in two ways. First the particular market in which the retail store is operating and second the internal features of this retail establishment (Broderick and Pickton, 2001). Its competitors in terms of pricing and product range can affect the retail business in Oxford. The stores’ internal resources can also impact the business in forming its strengths and weaknesses such as organizational culture and human resources. The internal structure of the retail store may be changing due to the stiff competition at the marketplace. The macro environmental factors consist of political/legal, economic, social/cultural, and technological factors (Broderick and Pickton, 2001). The retail store can identify opportunities and threats by examining the macro environment factors and as a result enable itself to form a proactive approach rather than reactive in taking any business initiatives.
Market segmentation can be understood by the diversification of the needs of the potential customers. The different buying attitudes of the customer can be categorized into segments, which require a different marketing approach for each segment (Kamakura and Wedal, 1999). The market for Tip Top Accessories can be segmented on the basis of its customer’s age as a differentiating factor. As explained in the case study, the majority of customers at Tip Top are over thirty, so there is a need of expanding various age groups of customers such as kids and teenager markets. Assuming that the retailer deals in summer hats and wooly hats and scarves, they can consider offering colorful and trendy scarves keeping in mind the kids and teenager segments. The market for scarves, hats and umbrellas can be segmented into three categories; children, teenagers and middle aged customers.
Differentiated marketing may prove vital in implementing targeting strategy (Kamakura and Wedal, 1999). Oxford is an international city surrounded by many schools and colleges so it can be assumed that there is an immense potential in teenage market segment. The store already has middle-aged loyal customers. Taking an umbrella as a product for kids and middle-aged market segment. It is likely that those customers over 30 years of age may have children. Therefore, the focus should be on selling colorful and trendy umbrellas besides sober colors for middle age customers. In this way TTA will be able to sell its product to various age of customers by adopting differentiated marketing techniques.
The understanding of buying behavior supports marketing mix, which satisfies the needs of the customers (Broderick and Pickton, 2001). Additionally it also promotes prediction for effectiveness of the marketing activities. For example, if a teenager would buy a wooly hat, they would be more likely to select a trendy hat as more of a fashion statement, on the other hand if a middle-aged person would purchase a hat, they may look for a wooly hat that would make them warmer regardless of its appearance. So TTA needs to understand the demographics of the region and the changing demands and buyers’ attitude. This may lead to an effective marketing approach for TTA.
Repositioning strategy is about changing the customer’s perception of a brand in terms of quality and price as a result of achieving competitive advantage (Business Essentials, 2010). Tip Top Accessories should really consider the prospects of repositioning the summer and wooly hats by redesigning it to be more stylish and appealing for all three chosen segments. Therefore, it may be able to change the customers’ perception about the brand as simple and traditional.
Conclusion/Summary
It has been found from the above literature that to gain competitive advantage the Tip Top Accessories needs to expand the target age group of customers to increase sales volume. As one of the retail stores is operating in the city center, there is an immense potential of selling these premium hats, scarves and umbrellas by targeting tourists in the town during summer, as they are being unaware of general price and likely to spend more. The report concludes that the retail business should focus more on creativity and redesigning of the products and strive to understand the needs and buying attitudes of customers with diverse cultural background.
Recommendations
I endorse the idea that shop floor sales assistant should accelerate impulse buying decisions among the store visitors by informing them about the unique features of hats, scarves etc. to persuade them for making purchase.
Task 3
Introduction
The report identifies and analyses the elements of extended marketing mix in relation to product and pricing. The structure of the report can be divided into four sections. The report begins with the introduction providing the purpose of writing it. In the next section findings/discussion, then the findings related to the product development of Tip Top Accessories in order to sustain competitive advantage. The report goes further to explain distribution policies for the retailer along with the pricing strategy to achieve organization’s profit and growth objectives. Next the report proposes various promotional activities and then discuses the significance of other elements of marketing mix in the future. Finally the report presents conclusion and recommendations.
Findings/Discussion
A product can be defined that satisfies a set of consumer’s needs. Product development can be understood as building a concept into production reality such as prototypes in order to match the demand of the market without causing excessive pressure on other units of organization’s systems (Salaimeh, 2008). As an example for teenage market segment the summer caps should be more designer and available in a range of color. The hats and scarves can be attached together to make them into one piece. The strap of the wooly hat should go all the way down covering the ears to wear it as a scarf. This kind of hat and scarf combination would appeal more to the teenage market. The hats or scarves should contain a blend of sophistication for middle-aged buyers so that they can wear it to their workplaces as well. The umbrellas can be developed into more like Disney characters for kids market.
The main aim of distribution is to promote purchase at TTA. It has been observed that effective and efficient distribution can play a crucial role in sustaining competitive advantage. The market penetration can be measured by distribution (Weitz and Jap, 1995). According to Business Essentials (2010), the five rights of distribution are the right product, in the right place, at the right time, in the right quantity, for the right price. TTA should ensure that the distribution channels are reliable and cost effective. The quantity of the product should match its demand in TTA’s store. It is of huge importance that there must be a wide range of size and color availability at Tip Top Accessories. The efficiency of distribution channels constitutes competitive advantage for TTA because if the distribution policies are not effective, the superior product or service is bound to fail in Oxford market. As per the available literature a three level channel structure perform a role of intermediary between consumers and manufacturer (Weitz and Jap,1995).
The pricing strategy should be competitive. The retailer needs to offer outstanding customer service in order to stand above the competition. Tip Top Accessories should adopt prestige-pricing approach because of its central location and exceptional customer service that can justify its higher prices. It has been evident that retailers dealing in differentiated products may be successful in setting the price above the competitors. Psychological pricing is quite effective when adopted as an odd pricing such as £9.95, it is believed that the customers are most likely to perceive it as £9. Multiple pricing has also proved to be an effective method when there is more than one product for one price. Customers tend to purchase in large quantity (Helsen and Kotabe, 2008).
Promotion can be termed as a communication between the seller and the buyer and also the most visible aspect of marketing that includes advertising and sales promotion (Clow and Baack, 2012). TTA may offer promotions over its range of products such as buy 1 get 1 half price or buy 3 for the price of 2. The in-store merchandising such as putting mannequins wearing the hats and scarves for men as well as kids. Promotional activities may include word of mouth, in-store, magazines and newspapers. The retail store should improve in store branding, sales floor communication, promotional signs and interior displays.
The importance of other marketing mix can be explained in terms of people, process and physical evidence. To have a skilled and trained staff brings competitive advantage to the business (Helsen and Kotabe, 2008). The sales staff at TTA needs interpersonal skills, aptitude in order to deliver an exceptional customer service. The effective delivery of services defines an efficient process to provide consistent service. The shop floor should be presentable to facilitate sales.
Conclusion/Summary
It has been observed that the four Ps: Product, Place, Promotion and Price play a vital role in TTA’s business growth. From the above findings and discussion it can be said that effective marketing and competitive pricing for umbrellas during extreme hot and rainy weather may prove a profitable business. Similarly, hats and scarves can be promoted during winter season with little bit of trendy touch on them as Oxford has young population. In terms of items for special occasions TTA can do networking with all the colleges in Oxford during graduation ceremony or university balls. The other three extended marketing mix elements People, Process and Physical Evidence are of great significance to Tip Top Accessories. The qualified
Staff, market awareness and visual merchandising (in-store decoration and creativity) may uplift TTA’s business.
Recommendations
I suggest that the efforts should be made in forming a product differentiation in terms of quality & uniqueness and developing an understanding of consumer behavior to respond the market’s challenges appropriately.
References
Broderick, A. and Pickton, D. (2001) Integrated Marketing Communications. Financial Times. Prentice Hall.
Business Essentials: Marketing Principles (2nd ed.). (2010). London: BPP Learning Media Ltd.
CAFÉ NERO, 2012 [Online] Available at: http://www.caffenero.com/default.aspx?lang=uk [Accessed 27 Jan 2013]
Clow, K. and Baack, D. (2012) Integrated Advertising, Promotion, and Marketing Communications. 4th ed. Pearson
Helsen, K. and Kotabe, M. (2008) Global Marketing Management. 2nd ed. JOHN WILEY & SONS INC.
Kamakura, W. and Wedal, M. (1999) Market Segmentation: Conceptual and Methodological Foundations.2nd ed. International Series in Quantitative Marketing. Kluwer Academic Publishers.
McDaniel et. al (2009) Essentials of Marketing. Mason: SOUTH-WESTERN CENGAGE
Salaimeh, M. (2008) Marketing Concepts; Segmentation and the Product Development Process. European Journal of Scientific Research. Vol. 23 (3), pp. 454-457
Weitz, B. and Jap, S. (1995) Relationship Marketing and Distribution Channels. Journal of the Academy of Marketing. Vol. 23 (4), pp.305-320
Bibliography
Taylor (2013) Six principles for great content marketing. [Online] available at: econsultancy.com/uk/blog [Accessed on 15 Aug, 2013].
Times Business Case Studies LLP (2013) Marketing Theory. The Principles of Marketing. [Online] available at: businesscasestudies.co.uk [Accessed on 14 Aug, 2013]
Wikiversity (2013) Principles of Marketing. [Online] available at: en.wikiversity.org/wiki/ [Accessed on 12 Aug, 2013].
Presentation
Differences between B2B and B2C
There is no need for a place in B2B whereas there is an essential requirement of a place in B2C to get an access to the customers.
B2B depends on seminars, conferences, social events and media for promotion whereas B2C uses various promotional techniques to directly access the customers.
The product of B2B can be more complex and comes with training package whereas the B2C products are more user friendly.
B2C is more about giving credit to the other party for certain period whereas B2C involves price discounts and cash immediately.
Tip Top Accessories Entering into International Market
The selected foreign market is France
Reasons for selecting France for business expansion
Profitable market in terms of tourism (Most favorite tourist destination)
Connecting to the UK through Channel Tunnel
Increased trade between the two countries
Marketing Strategy in France
The product mix should be similar in France as it is in the UK because of similar fashion trends due to proximity.
Tip Top should adopt the similar promotion mix for French market
There seems to be a difference between the pricing mix for two countries considering the supply chain management and packaging of product. The profit margin should be according the French market environment and not lesser than the UK.
Biopsychosocial Assessment and the Mental Status Examination (2)
Biopsychosocial Assessment and the Mental Status Examination
Name
Institution
Course
Instructor
Date
Part A: Basic Information
Identifying information
The client is a 27-year-old Caucasian female. She is currently unemployed, although actively searching for employment. She has a daughter, with whom they used to live with her boyfriend Sean. However, Alex chose to leave her house with her daughter in order to get away from Maddy’s father, Sean, who is an alcoholic.
Referral
Alex was referred by the management of a shelter where she had gone to seek assistance. Alex was seeking a place for her daughter to be accommodated as she tried to figure out how she could provide for herself and her daughter after leaving her alcoholic husband.
Presenting problem
Alex has presented with relationship challenges. She feels that her relationship with Sean, whom she cohabits with is toxic and that it puts her daughter at risk. According to Alex, Sean frequently drinks alcohol, under the influence of which, he gets violent. Although he has never hit her or his daughter, Maddy, he has thrown items at her including glass objects which end up getting shuttered against the wall and littering the floor. Although it had happened for a while, Alex decided to leave the house when it became apparent that Maddy was not growing up in a healthy environment. While she was living with Sean, he provided for the bills and utilities. She now had the challenge of finding a job that she could use to sustain Maddy.
Sources of Data
The referring agency provided much of the preliminary information about the client. However, for each fact that was reported by the referring agency, the client was asked to confirm during interviews.
General Description of Client
During a presentation for the biopsychosocial assessment and the mental status examination, the client was distressed. Her anxiety seemed to be caused by running or hiding from someone that the client feared would eventually catch up with them. Even though she was running from Maddy’s father, she was protective of his behavior. She tried to make it apparent that the relationship was toxic in terms of creating an unhealthy environment for Maddy. However, she was very clear to mention that Sean was a good dad that was loved by Maddy and that she did not think that Sean was likely to ever physically hurt them.
Part B: Background and Current Functioning
Family Composition and Background
Alex is part of a nuclear family, composed of herself, her daughter Maddy, and her husband Sean. Maddy is 2 years, which means she is totally dependent on her parents for her all-around well-being, including psychological well-being. Alex’s husband owns the trailer that they used to reside in. Sean was also responsible for taking care of the family’s needs since Alex had not been currently employed. However, Sean has a drinking problem whereby he becomes violent after consuming alcohol. Alex has no siblings and the only family member whom she keeps in touch with is her mother. However, Alex and her mother have never had a good relationship. Alex’s mother has a diagnosable mental health condition but she has not embraced treatment or taken any medication.
Educational Background
Alex’s education life was not smooth. Even though she completed her high school education, she frequently transferred to new schools. After completing his high school education, Alex was eligible to join college. However, she did not enter college and instead preferred looking for employment as she sought freedom and independence from her mother.
Employment and Vocational Skills
The client, Alex, is currently unemployed. However, she has tried house cleaning jobs in the past as a maid. Earlier on before she got pregnant with Maddy, she used to do waitressing in a restaurant.
Religious/Spiritual Involvement
The client has not disclosed her identity with any religion or spiritual practices that she engages in. Since religion is an important aspect of culture, in its absence, other personal beliefs and attitudes influence her biopsychosocial wellbeing.
Military Service History
The client was never in the military.
Physical Functioning, Health Conditions, and Medical Background
The client seemed a little bit pale, weak, and distressed. Her presenting problem explained the distress. The paleness and weakness were explained by the client as a result of poor feeding. Alex did not report having any underlying health conditions. However, she noted a genetic predisposition to mental health conditions.
Substance Abuse, Psychological, Psychiatric Functioning, and Background
Alex did not report any history of having psychiatric problems. Although she consumes beer, it is on a few occasions and only to a limited degree. Alex has never considered herself an alcoholic. In terms of her psychological well-being, Alex has suffered an unhealthy relationship. Her husband, Sean, is an alcoholic who gets violent when he is drunk. Sean punches things when he is drunk as well as throws objects against the wall.
Social Community and Recreational Activities
The client does not have a good support system. Her mother has an unstable life which makes her unable to provide the support that her daughter needs. However, Alex does have a friend whom she can turn to when she needs help. When her friend cannot provide help, Alex does not have anyone else who can provide her with social support. IN terms of her hobbies, Alex enjoys writing, reading, and narrating in front of crowds.
Basic Life Necessities
Due to her unemployment status of Alex, she is currently finding it very hard to afford basic life necessities such as housing and food. As a result, she has to turn for help from a domestic violence shelter. As Maddy’s mother, Alex feels responsible for her wellbeing. She, therefore, believes that Maddy must be under custody. However, her husband Sean has petitioned to be granted full custody of Maddy. Since Maddy is Alex’s strongest motivation for living, she urgently requires legal representation in the litigation process.
Current Legal Concerns/History of Incarceration
The client does not have a history of the previous incarceration. The client is a documented citizen currently pursuing separation from her husband.
Other Environmental Psychological Factors
The client’s condition may be exaggerated as a result of her gender. For example, it is clear that Sean believes that a woman should be controlled and that they cannot support themselves without getting help from men. Similarly, the fact that she is from a low socioeconomic class, she receives bad treatment from the high-class citizens.
Client Strengths, Capacities, and Resources
The client is motivated by her daughter. She knows that she has to do everything that she can in order to provide for her daughter. This makes her consider seeking help as well as trying to resolve the situation on her own. She has even tried to look for employment in order to cater to her needs and those of her daughter.
Mental Status Exam
Alex presented at the examination with a mixture of nervousness and agitation. She reported that her life was moving at a pace that she could not keep up with. Within a matter of hours, her life had dramatically changed. She did not have a reliable shelter for herself and her daughter, she was trying to keep her daughter away from her father, who had initiated court proceedings to be granted full custody of their daughter. Also, she did not have a reliable source of employment. When questioned about the events that had led to her current situation, she claimed that things had not always been that way. She used to work and had ambitions of finishing her studies. Her boyfriend had once been supportive and kind to her. These memories that she had held on to are probably the reason that she had not been able to identify the warning signs of the toxic relationship that she had been in. During the interview, she appeared to have regrets and blamed herself for ignoring the signs of her toxic relationship. Such behavior is characteristic of most victims of domestic violence. Before they finally leave toxic relationships, they ignore warning signs. Even when they finally separate from their spouses, some of them find themselves returning to the relationships after a while. Holding to such memories might be the only impediment for Alex to confronting the reality and challenges of her relationship.
Reference
BIBLIOGRAPHY l 1033 Maid. Dir. Smith Metzler Molly. Netflix. 2021. TV Series.