Reaping the Whirlwind Essay Example for Free

Reaping the Whirlwind Essay Fighting human rights is a long and complicated process and â€Å"Reaping the Whirlwind† by Robert J. Norwell is a classical work, in which the author traces the development of human rights movement in one of the cities of American South Tuskegee, Alabama, specially concentrating on the rights of black-skinned community. The book gathers unique aspects of this region, as well as attempts to link them to national and global human rights development. Norwell is perhaps the best person to write such a book as he is a native of Alabama and holds a PhD degree on history. Norwell takes the reader from 1880-s to 1960-s, telling the story of Tuskegee Institute and it’s principal Booker T. Washington (1856-1915). Tuskegee appeared to be an outstanding example of human rights development. The local Afro-American community appeared to be educated and professional enough to promote their interests, including the ones in education, to overcome the position of conservative white officials. Norwell pays attention to both successes and disappointments of human rights movement in Tuskegee. The key idea of the book, is that in Tuskegee the black population managed to realize their own idea of harmony with the white Americans. In the later chapters Norwell concentrates on further development of the situation and describes how reality stepped away from accommodationalist views of Washington. Those ideas, which have been created in a small closed society were adapted by the rest and became essential for the whole nation. Human rights were won not only by legal and judicial means but also by persuasion, harsh disputes and even fighting opened violence. The book demonstrates how declared rights of African Americans gradually became factual and true. The first edition of the book ended in 1960, however in later editions Norwell updated the last chapter and briefly told of the latest development of human rights on the South from 1960-s until now. Norwell supposes, that Washington’s care of Afro-American activists created a base for human rights to flourish after World War II, because he managed to prepare enough leaders for the movement. Finally he concludes, that Washington should be more likely called a father of human rights movement than DuBois. In total the book is well written and quite easy to read. It is written for both those, who are interested in the subject and those, who require professional knowledge in the field of human rights development of the South. The book gives a picture of real struggles around human rights, which are often different from romantism of martin Luther.

Analysis of Open Source Content Management Systems

Analysis of Open Source Content Management Systems Chapter 1 Introduction Background Although most of us take information for granted, good information is easy to come by. Lets investigate the difference between data and information, the characteristics of good information and the process of transforming data into useful information. To make sound decisions managers need reliable, accurate data that can be transformed into information. Organisations use many methods to collect data , including survey ,interviews, documents reading and even brain-wave monitoring. Sophisticated voice activated technology is available that allows people to store data merely by speaking into a computer. Today it is widely recognized that information systems knowledge is essential for managers because most organisations need information systems to survive and prosper. Information systems can help companies to extend reach to faraway location, offer new product and services, reshape jobs and work flows, and perhaps profoundly change the way they conduct business. The past decade has seen a rigorous change in the way we understand and use Information Technology within a business context. Advancements in the field of research and development has led to technologies such as; distributed computing, content management, data mining and processing, all of which fulfil a range of business needs. The move from localised computing platforms to distributed web technologies has been caused by, among other factors, the take-up of commodity computer and network components based on faster hardware and sophisticated software. About The Project The objective of this report is to analyse and compare a specific category of open source content management systems, within the context of small to medium businesses; this specific category is about web portals. The project aims to create a comprehensive comparison which deals with the specific requirements of small to medium businesses only. Thus, providing a clear understanding of the current trends within the commercial sector and the open source community. This report involves a comparison between existing open source, web portal content management systems. The comparison is based on a set of business requirements which represent the needs of small to medium businesses, which aims to find an open source solution as an alternative to commercial solutions. Due to the nature of this subject, this report assumes that the reader has some understanding about Information Technology. Chapter 2 Content Management Content From A Business Perspective Computers where initially created to perform time-consuming or complex mathematical computations and in many ways replace human labour. Boiko (2001) describes the computer model as follows: â€Å"If you can reduce a problem to a series of simple mechanical operations on numbers and logical entities (entities that are either true of false), it is amenable to solution by a computer†. At their lowest level, computers process data. The data processed by computers at a low level is not immediately readable or understandable, because it is made to be understood by the computer only. This data is used to perform a set of operations as described above. The fact that computers are data-processing machines makes it hard to process content, which by definition is not just data. Technology has evolved over the years and computers are now required to perform computations on content while retaining their human meaning. Electronic Commerce ,Electronic Business, And Digital Relationship The changes we have just described represent new ways of conducting business electronically both inside and outside the farm that can ultimately result in the creation of digital firms. Increasingly, the internet is providing the underlying technology for these changes. The internet can link thousands of organisations into a single network creating the foundation for a vast digital marketplace. A digital market is an information system that links together many buyers and sellers to exchange information, products, services and payments. Through computers and networks, these systems function like electronic intermediaries, with lowered cost for typical marketplace transactions such as matching buyers and sellers establishing prices ordering goods and paying bills. Buyers sellers can complete purchase and sale transactions digitally regardless of their location. New Opportunities With Technology Although information systems are creating many exciting opportunities for both businesses and individuals, they are also a source of new problems, issues and challenges for managers. In this course we will learn about both the challenges and opportunities information systems pose and we will be able to use information technology to enrich our learning experience. New technologies open up far more possibilities for reproducing previously published work online than we can afford to pursue, so we have to pick and choose the most useful ones for you, our audience. The Journal would like to gather and benefit from all of the ideas, suggestions, and hard work that readers are willing to provide. Constructive technology assessment (CTA) differs from other technology assessment methods by emphasizing implementation and development of new technologies over a simple assessment of those technologies potential impact. CTA, which was developed in Denmark and the Netherlands, seeks to moderate the impact of potentially damaging technologies while taking full advantage of beneficial technologies. Nowadays, the development of integrated circuit (IC) industry and scientific researchers rely more and more on the nanofabrication technologies. Nanoimprint lithography (NIL) has been included on the ITRS lithography roadmap for 32nm, 22nm and 16nm nodes. However, there are numerous other applications for NIL. This patterning technique shows great potential in fabrication of nanostructures at all. Metadata Encapsulation Of Content Processing such content will produce the required results for the human user. Those results will contain an abstract meaning that can only be interpreted by a human user. Defining data with information and making it into content is a process similar to the operations performed in every day situations. For example, searching for a book in a library or finding a movie in a video store. Both operations have the similarity of providing information about other information. A library, offers a computerised search engine that searches through categories of â€Å"author† and â€Å"title†, while the video store may search for â€Å"actor† and â€Å"year of release†. Therefore, a room full of books may be seen as a pile of data, while the same room with a categorised search engine may be seen as real content. The books become more than just data, because they have been given a description. The method of content description is called metadata. Metadata is data about data, which defines the human aspect of content. Metadata first appeared on the web when the immense amount of data over the internet became impossible to process or to even understand. Some of the leading technologies and standards on metadata are seen. Metadata technologies are themselves based on published internet standards. This method of creating a new standard based on another existing standard is very useful within businesses in order to make the exchange of content as smooth as possible. The leading standard technologies are eXtensible Markup Language (XML), which defines the Resource Description Framework (RDF) syntax as recommended by the W3C. Building on top of metadata and XML, are a number of advanced technologies and project. Concurrent Changes Management Project completion skew occurs once the team has grown into a substantial number of developers, at which point they are all working on different parts of the project, possibly in small groups. These small groups usually work on diverse activities separated from each other or sometimes in conjunction. As a result, each group will be developing, integrating and testing their work separately, before committing their work into the complete project. These groups will also be working under different schedules. This implies that a group may be starting its work while another is getting ready to commit theirs . Structure Of The Comparison Each business has its own set of requirements for a CMS solution, which depend on various parameters such as; the size of the business, field of operation, type of managed data and target customers. It is highly unlikely that a single product will have all the required functionality. As a result, this report tries to identify potential products which are scalable and expandable. Applications Data repository Deployment Integration Revision control User interface User management Workflow Applications are about general functionality which compliment the entire CMS solution. Availability of the development API allows developers to expand the existing functionality and add custom processes per business requirements. Marketing and advertising features allow the website to display banner advertising or offer opt-in permission marketing forms. Localisation and multi-language support for all documents and processes. Time-based event functions, like scheduling. Site-wide searching engine which allows transparent searches over different content. Finally, e-commerce functionality which allows the system to perform online transactions. Data repository is about flexibility in content storage. Information is an asset to every business, proper management of the data storage can be an advantage. A CMS solution may use multiple storage methods, including a Relational DataBase Management System (RDBMS) and Network File System (NFS) or other file system based storage. Apart from the storage medium, it is also important to use a standards compliant storage format such as XML. In particular, XML provides transformation services and content validation along with the split between content, format and business logic. Deployment can be one of the most important features from a business per-spective. Medium to large scale systems use multiple servers for fault tolerance and improved availability. A CMS products ability to scale through multiple servers gives the extra advantage for reliability. Replication is also an issue, the flow of updates that go from testing into production should be able to replicate reliably and with roll back support, as discussed in section Finally, multiple output formats can increase the target audience, for example; by providing mobile phone access via SMS or WAP. Integration deals with the every day management of the system. Metadata management via content classification systems which enable arbitrary data to become useful information assets for the business. Information can be used along with 3rd party web applications, such as log analysers and spam filters. Data conversion, allows users to publish or submit data in different format from the one used to publish their data, for example PDF to HTML conversion. Integration is also about compliance with the internet standards published by the W3C such as; HTML 4.01 and XHTML 1.0/1.1. Based on those standards are the requirements for compliance with the Disability Discrimination Act 1995 chapter 50 (HMSO 1995) which came into effect in the United Kingdom. This Act enforces new rules for websites to create content which is accessible by disabled people. Standards compliance means that a CMS product must be able to generate code that is compliant with the Web Accessibility Initiative guidelines. Revision control, as seen in section 2.3.1, is about management of changes, while keeping track of known milestones and working versions of the entire web site development and content. Revision control allows users to keep track of changes, while protecting them against overlapping changes by other users. Roll back functionality gives the user a chance to return to a known working copy of data, which also makes it easy to compare changes over time. User interface is not just about the client â€Å"visual† interface. The user interface is a collection of interface features which help the user or administrator to effectively manage the system. Interface tools enhance the control of processes, some of these tools are; HTML forms, WYSIWYG content editor and document linking. The user interface should provide the choice between high and low level editing, either edit the code directly, or provide a suitable interface which generates the required code. User management is about access and control of the system. The system should allow for 3rd party authentication, such as; SQL database, LDAP, NIS/YP, PAM. In addition, the interface should provide adequate user management control, for example; system-wide user modification. Workflow is a collaboration process for the development and maintenance of business assets which involve steps such as; varied information types, cross departmental staff and functions based on a submit/review/approve steps. As seen in section 2.3.4, workflow is important to clearly define processes which perform specific functions, with various dependencies between them. These functions automate routing of information, review and finally approve changes. Chapter 3 Open Source Software Free Software This report deals with certain types of free software; open source content management systems. Therefore, it is very important to define the term free software, because the concept itself is ambiguous. A wide range of software is distributed as â€Å"free† because it does not cost anything to download or use. However the source code is not made available or the software is distributed with a restrictive license. Binary or source code distributions could be copyrighted and covered by a license agreement, which could hold a range of few to extreme restrictions, like a disclaimer of reliability. â€Å"Free software† is a matter of liberty, not price. The Open Source Model The freedom to run the program, for any purpose. The freedom to study how the program works, and adapt it to your needs. Access to the source code is a precondition for this. The freedom to redistribute copies so you can help your neighbour. The freedom to improve the program, and release your improvements to the public, so that the whole community benefits. Access to the source code is a precondition for this. Requirements of free software Restrictions on these ‘free software come with licenses which; prohibit its use or require a fee for commercial user, prohibit or limit redistribution, including redistributing modified versions. Some licenses also require redistribution of derived works to use the same license as the original product or even release the modified source code. A few licenses also discriminate against individuals or groups. The term free software is widely used in the Information Technology industry. However, its ambiguity hampers communication due to arguments over whether a particular piece of software is ‘free or not (OSI 2004). lists the rules which define the term â€Å"free software† as published by the FSF (2004). Banner Advertising Banner advertising is on a pay-per-view basis, according to the following rates: Home Page Other Pages Number of Views Cost ($US) Cost ($US) 4,000 $100 $50 10,000 $200 $100 25,000 $400 $200 75,000 $1000 $500 175,000 $2000 $1000 400,000 $4000 $2000 Either a large (46860 pixels) banner advertisement strategically placed at the top of every page on the site (or a selection of pages, at your choice), or a 120600 pixel â€Å"skyscraper† banner ad in the left hand column of every page on the site (or a selection of pages, at your choice). We can also arrange text only advertisements. A hotlink to your web site (or email address) when prospective buyers click on the ad Full on-line statistical information, by day and overall, on the number of ad exposures, and the click-through ratio for your ad We can customize a banner advertising program that targets those visitors that you wish to be exposed to by only displaying your advertisement on those selected pages on the site that best suits your product or service. We also have the capability to target ads by geographical location or by keywords. We can accept banner ads in most graphic formats, including rich media formats such as Flash. On all pages, (except where an exclusive advertising arrangement is in place, subject to negotiation) banner ads are placed on rotation with other banner advertisements. Current site statistics indicate that each visitor to the site visits approximately 5 pages per visit, so advertising is limited to a maximum of 5 advertisers on each page each with equal probability of exposure on the page. Newsletter Sponsorship/Advertising Advertising and Sponsorship opportunities our free monthly newsletter on topics of interest to Maintenance professionals around the globe. This newsletter is issued via plain text e-mail to an opt-in subscriber base numbering in the thousands, with a web version also published. Two advertising slots are currently permitted within each newsletter, and the advertisement consists of: Four lines of text in the e-mail version of the newsletter, and Four lines of text plus a banner advertisement in the web-based version of the newsletter The banner advertisement comes with full on-line, real-time statistical reporting, as for site banner advertisements (detailed above) Advertising rates depend on the number of subscribers to the newsletter. For more information on current rates, subscribers and the availability of space in future newsletters. Direct Mail To Our Opt-In Mailing List In addition to our opt-in subscriber base for the M-News newsletter, we have a further opt-in list of contacts who have expressed interest in receiving occasional e-mails containing information about maintenance-related products and services. We can issue an email to members of this list on your behalf promoting your products or services. Once again, advertising rates depend on the number of subscribers to the opt-in mailing list. For more information on current rates and the number of subscribers. General Terms And Conditions We will typically invoice you for your advertising program either shortly before completion of your advertising run, or quarterly. Payment terms are strictly 30 days on issue of invoice We can accept your payment either by check or by major credit card. We are based in Australia, and so payment in Australian dollars is preferred (and is required when paying by credit card). We will advise you of the exact Australian dollar equivalent before receiving payment from you. In general, we use the Currency Calculator /for making currency conversion calculations. Where we have concerns about your credit worthiness, we reserve the right to receive payment before commencing your advertising program. Free Redistribution â€Å"The license shall not restrict any party from selling or giving away the software as a component of an aggregate software distribution containing programs from several different sources. The license shall not require a royalty or other fee for such sale† (OSI 2004). By ensuring free redistribution, open source software is not hampered by short-term gains which would affect real long-term sales from customised versions of the software or contracted support and maintenance. Thus, a supplier may generate copies of the software and sell them or give them away without paying anyone for that privilege. As a result, many open source software can be bought on CD or DVD by paying for the cost of the medium only, since the supplier is not adding any extra costs. â€Å"The program must include source code, and must allow distribution in source code as well as compiled form. Where some form of a product is THE OPEN SOURCE MODEL not distributed with source code, there must be a well-publicised means of obtaining the source code for no more than a reasonable reproduction costpreferably, downloading via the Internet without charge. The source code must be the preferred form in which a programmer would modify the program. Deliberately obfuscated source code is not allowed. Intermediate forms such as the output of a preprocessor or translator are not allowed† (OSI 2004). To evolve and expand open source software, the source code must be available and in a modifiable state. The original or modified source code is then provided along with the software and any derived works, in order to ensure future repair or modifications. â€Å"The license must allow modifications and derived works, and must allow them to be distributed under the same terms as the license of the original software† (OSI 2004). Future software updates and maintenance of the distributed source code, as seen in section 3.2.2, has no real use if the modified software cannot be distributed. Therefore, the ability to simply modify the source code is not enough to support independent peer review and rapid evolutionary selection. Instead, it should be possible to redistribute the modified software along with the modified source code. Redistributed software can use the same license terms as the original software. Although this is not a requirement to do so but an option at the hands of the distributor. This requirement means; a license may not allow re-licensing or modification of its terms, or may allow re-licensing and sub-licensing of derived works. Chapter 4 Content Management Systems CMS Categories Content Management Systems (CMS) are not just a product or a technology. CMS is a generic term which defines a wide range of processes which underpin the â€Å"next-generation† of medium to large-scale websites (Browning Lowndes 2001). A content management process; creates, stores, modifies, retrieves and displays data, or content, as seen in chapter 2. The applications of CMS cannot be clearly defined. Even though a CMS is range of processes and managed software, the boundaries of the CMS space are blurred. The area covered by CMS overlaps with a wide range of traditional software systems, as seen in figure 4.1. As a result of this overlap of functionality, an intranet groupware system or virtual learning system can easily be implemented via the same CMS (Browning Lowndes 2001). CMS have no single interface or implementation, they are effectively designed on the requirements of each business. The implementations of CMS differ from web based to integrated server-side applications. Requirements Prerequisites Document management systems Knowledge management systems Enterprise application integration systems E-commerce solutions Web portals CMS categories implementations vary from PHP, Perl and Python. Integrated application server implementations use popular languages like Java 2 Enterprise Edition and C++. Figure 4.2 shows a visual interpretation of the structure of a typical CMS. This report does not deal with the application or use of CMS, for example; document management or virtual learning. Instead, this report takes a comparative approach to web portals only, based on their functionality from a business perspective. Web portals are websites which act as a main â€Å"point of entry† for users. They offer a range of services, for example; news section, search engine and web catalogue. Web portals are CMS solutions which offer content over the web, thus they may seem limited in functionality over traditional applications. To the contrary, due to the pervasive nature of the internet, the web has become the preferred method for content delivery (Browning Lowndes 2001). Requirements Prerequisites Although requirements on software packages vary between businesses, they still have certain common requirements. The objective of this report is to compare the widest possible selection of open source content management systems, which can be used by businesses. The most suitable CMS solutions Requirements Prerequisites Applications Deployment Workflow Versioning Integration Content User Management Data Repository Integration Authentication Services Syndication Management Link Interface User Data Repository Relational are selected based on a set of clearly defined requirements, all others have been rejected. Figure 4.3 lists these requirements. All the systems compared within this report are required to be licensed by an OSI-approved open source license, as defined in chapter 3. Open source software is widely recognised for its standards compliance, which is vital for businesses. For example, creating a website which uses proprietary data structures will hinder future expansion to new systems or technologies due to incompatibilities. Open source software are more likely to follow standards like the W3C Extensible HyperText Markup Language (XHTML) or XML specifications while ensuring they can interact with each other. Commercial software tend to be incompatible with each other in order to keep the customer hooked to a specific technology or supplier. Compatibility with the Apache HTTP server is vital. The Apache HTTP server is the most widely used web server on the internet. Netcraft (2004) reports that more than 67% of the websites on the internet are using Apache, with 4 million new hostnames growth in the first half of 2004. Chapter 5 Planning to implement MIS in the organisation: Information System An information system is a set of interrelated components that collect, process, store and distribute information to support decision making and control in an organisation. In addition to support decision making, coordination, and control, information system may also help managers and workers analyze problems and visualize complex subjects and create new products. Information systems contain information about significant people, place and things within the organisation or in the environment surrounding its. By information we mean data that have been shaped into a form that is meaningful and useful to human beings. Data is contrast are streams of raw facts representing events occurring in organisation or physical environment before they have been organised and arranged into a form that people can understand and use. Theres more growth and innovation in computing and ICT than in any other area of business. The individuals and organisations best equipped to respond to the challenge of rapidly changing technologies are those with the vision to ensure that their skills and knowledge are kept current and set in a broad educational context. Computing and ICT professionals with a strong skill set are much in demand today, and enrolling on a postgraduate computing course with the OU will keep you at the forefront of this influential discipline. Our Postgraduate Computing and ICT courses provide you with the range of innovative, practice-based courses and qualifications that you need to develop your career. We offer several certificates, diplomas and masters degrees in computing and ICT, and you can choose to study topics such as software development and management, project management, computer forensics, information security, communication technologies and networks. You dont need to have a first degree to register for a course, but you do need either previous study to the equivalent of HND level in the UK, or practical experience, which will enable study at postgraduate level. Management Data Resources Implementing a database requires widespread organisation change in the role of information, the allocation of power at senior levels, the ownership and sharing of information, patterns of organisational agreement. A database management system challenges the existing power arrangements in an organisation and for that reason often generates political resistance. In a traditional file environment each department constructed files and programs to fulfill its specific needs. Now with a database files and programs must be built that take into account the full organisations interest in data. Moving database environment can be a costly long term process,. Electronic Business, Electronic Commerce Throughout this edition we emphasize the benefits of integrating information across the enterprise, creating an information technology infrastructure in which information can be flow seamlessly from one part of the organisation to another and from the organisation to its customers, suppliers, and business partners. The emerging digital firm require this level of information integration and companies increasingly depend on such an infrastructure today to remain efficient and competitive. Internet technology has emerged as the key enabling technology for this digital integration. Chapter 6 Conclusion The internet has been introduced major changes in the way companies conduct business. It has created a dramatic drop in the cost of developing, sending and storing information while making that information more widely available. Millions of people can exchange massive amounts of information directly, instantly, for free. These requirements apply to the modified work as a whole. If identifiable sections of that work are not derived from the Program, and can be reasonably considered independent and separate works in themselves, then this License, and its terms, do not apply to those sections when you distribute them as separate works. But when you distribute the same sections as part of a whole which is a work based on the Program, the distribution of the whole must be on the terms of this License, whose permissions for other licensees extend to the entire whole, and thus to each and every part regardless of who wrote it. Reference Linux (2004), The linux kernel archives. Last access: 20-4-2004. URL: http://www.kernel.org Maglio, P. Farrell, S. (2000), Liveinfo: Adapting web experience by customization and annotation, in ‘Proceedings of the 1st International Conference on Adaptive Hypermedia and Adaptive Web-based Systems. Michelinakis, D. (2003), SotonOne project, Masters thesis, University of Southampton, Department of Electronics and Computer Science. MozillaFoundation (2004), The mozilla browser. Last

Utopia Essay -- Descriptive Perfect Society Essays Papers

Secluded in the middle of the Atlantic Ocean, is a place called Sashy, a wonderful, perfect society. It is always peaceful and nothing bad ever happens on the island. The island's air is always fresh and free of any toxins or pollution. Temperature on the South side of Sashy is always warm with no humidity present. On the North side of Sashy the weather is always perfect for winter activities, the temperature is just cold enough for the snow to fall. The North side of the island is full of steep, snow-covered mountains. On the South side of the Sashy clean, sandy beaches cover the land. The ocean water is crystal clear and warm. Sashy is the perfect place to live. On the island, every person is treated as equals. No one person thinks or acts as if they are better than another. There is no racism or sexism present, all types of people reside here and get along together. Living on the island is people from all different cultures and backgrounds. Everyone lives in peace with no fightin g, violence, crime, or war. The people of Sashy, called Sashians, do not judge each other by their appearance or whom they interacted with. There are many diverse religions in this community. Each one does not criticize the others for their beliefs. Once a month all the different religions get together at the island community building and congregate together to discuss their viewpoints and thoughts on their faith. On this island there is no poverty, disease, or hunger. Everyone has plenty of money...

The Four Functions of Management Essay -- Business Management McDonald

The Four Functions of Management One would be amazed to hear that 48 million customers are served everyday in 119 countries at a McDonald?s and as of 2004 there were 31,561 system-wide restaurants (2005 fact sheet). Being enrolled in a management course, one automatically begins to think about how many managers there must be in place to manage all those locations. Though McDonald?s is a franchise and all restaurants are individually owned, the four functions of management are still important factors which enable the operation of a store to be successful. In this paper we will discuss how globalization, technology, and diversity impact the four functions of management which are: planning, organizing, leading, and controlling (Bateman et al, 2004). Globalization Globalization is a process of interaction and integration among the people, companies, and governments of different nations. It is a process driven by international trade and investment and aided by international technology. This process has its effects on the environment, on culture, on political systems, on economic development and prosperity, and on human physical well-being in societies around the world (Center for Strategic International Studies, 2002). McDonald?s Corporation is a leading food service retailer and worldwide, McDonald?s owns a large segment of the restaurant business. McDonald?s manages its system by geographical segments. The largest in terms of both revenue and restaurants is McDonald?s USA. In the United States (U.S.), McDonald?s has over 12,300 traditional restaurants, plus approximately 1320 satellite locations in facilities like hospitals. They serve more than 21.8 million customers a day. Approximately 85.5 percent of the restaurants are operated, under franchise agreements, by local independent business people, Owners/Operators (www.mcdonalds.com, Flakes, B. personal communication). Within the controlling function of management, McDonald?s introduced the Restaurant Improvement Operations Process (RIOP) in 2002 to evaluate the how effectively the restaurants are meeting quality standards. McDonald?s also established a global program that ensures compliance with the guiding principles of the company. Under the procedures of McDonald?s, each company that does not pass an audit will be given 30 days to remedy that problem. Under the planning, leading, and organiz... ... the new competitive landscape. 6th ed. New York: McGraw Hill. Beaudan, E. (2001, January/February). The failure of strategy. Ivey Business Journal, 65(3), 64-68. CSIS Global Connections (2002). Center for Strategic International Studies. What is globalization? Retrieved August 8, 2005 from http://www.globalization101.org/ Diversity Initiative Highlights. (2004) Retrieved Aug. 09, 2005 from www.mcdonalds.com/corp/values/diversity/diversity_facts.html Driver, A.D. (2004, July). The Metropolitan Corporate Counsel. McDonald?s corporation ? serving local communities at home and abroad. Vol 12(7). Gallagher, S. (2003, July). McDonald?s Technology Trials, Retrieved July 31, 2005, from http://www.baselinemag.com/article2/0,1540,1173920,00.asp McDonalds Corporation. (2002). About McDonalds. Retrieved August 9, 2005, from McDonalds Corporation Web site: http://www.mcdonalds.com McDonalds Corporation. 2005 fact sheet. Retrieved Aug. 09, 2005, from McDonalds Corporation Web site: http://mcd.mobular.net/mcd/90/8/10/ Nation?s Restaurant News, Diversity at McDonald?s: a way of life. April 11, 2005 v39 il5. Pg. S92(3). PR Newswire Association, Inc., May 24, 2004.

Reebok Marketing Plan

Reebok Realflex| By The Breezers: Mannan Wu Abbey Barnes Chase Carraro Mohammed Baamer Deborah Dani Dylan By The Breezers: Mannan Wu Abbey Barnes Chase Carraro Mohammed Baamer Deborah Dani Dylan Final Marketing Plan| Professor Quinlan-Wilder November 16, 2011 Marketing 2800 Professor Quinlan-Wilder November 16, 2011 Marketing 2800 | | Executive Summary Reebok prides itself on creating products to enhance athletic ability. Upon formation of the company, Reebok has been dedicated to making athletes faster. Since then, Reebok has evolved into the world’s second largest maker of athletic apparel and is a leader in the shoe industry.Now Reebok will pave the way with its answer to the latest craze in fitness and in running. The Reebok Realflex will dominate the competition through altering some aspects of the marketing mix and introducing the Realflex shoe as a healthy shoe meant to better consumer fitness. Taking into consideration the SWOT analysis, which pinpoints Reeboks can imp rove and the things Reebok are already doing well, the target markets can be better identified and the marketing mix can be better modified. When looking at target markets, Reebok has narrowed its markets to college aged adults interested in maintaining fitness, and individuals between 40-65.To the younger target market, Reebok needs to convey enhancing the athletic performance. To the aging population, Reebok needs to establish that using their product will enhance health. By modifying its current marketing mix Reebok can meet the needs of consumers. Price will be at the median range of shoe costs as that makes the most sense for our target markets. Reebok wants to provide an affordable shoe that does not cost as much as other barefoot running shoes, but offers all the health benefits of natural running. However, too low of a price lowers the value of the product in the minds of buyers and will be detrimental to business.While price plays an important role in marketing the Reebok R ealflex, placement of the product will be where Reeboks competition is located. The shoes will be placed in major chains, like Dick’s Sporting Goods, Sports Authority, and Reebok stores themselves. In addition, Reebok will plan to give pairs of shoes to major gym chains, like 24 Hour Fitness, and let the trainers try the product as a way to recommend it to the desired target markets. When the shoes are in displays, the Realflex must be â€Å"front and center† to grab consumer attention from the moment they enter the store.Aside from price, promotion of the product will be one of the most vital keys to the Realflex success. Reebok will reposition themselves in the mind of their desired consumers. Though Reebok often uses testimonials and vibrant color to catch attention, the new promotional strategy will also focus on the concern that Reebok has for the health of consumers and for enhancing their performance. In many ways the new promotional strategy relies on correctin g previous errors of the company (Easytone) and in a discrete way build trust among consumers who use Reebok products and shape them into loyal repeat customers.The most important component of the marketing mix is the product. Reebok has created a product for the sheer purpose to better the health and improve the athletic ability of consumers. It is clear that Reebok believes in the product it has created. There is science to confirm the fact that natural running has numerous health benefits and does enhance athletic performance. Reebok has made a product where science meets style, and satisfies the needs of consumers. It is imperative that Reebok convey this genuine message to consumers.Doing so will build Reebok into a better business, increasing its market share, overall growth and profit. Table of Contents Introduction3 Situational Analysis4 The Company4 Current Marketing Mix4 Features and Benefits5 Current Product Life Cycle5 The Industry5 Environmental Forces7 Competition8 SWO T Analysis11 Critical Issues and Marketing Objectives13 Segmenting, Targeting, and Positioning14 Segmenting14 Targeting14 Positioning17 Positioning Statements18 MarketTrak Tool26 Conclusion28 Appendices29 Appendix A – Competition Table29 Appendix B – SWOT Analysis30 Appendix C – Positioning Map 1: College Students31Appendix D – Positioning Map 2: Baby Boomers32 Appendix E – RealFlex Packaging34 Appendix F – Magazine Advertisement35 Appendix G – Billboard Advertisement36 Appendix H – Pro-nation Advertisement37 Appendix I – Billboard Advertisement38 Appendix K – Glossary of Terms45 Bibliography46 Introduction The footwear industry is a competitive market. Two important components in this industry are the quality and marketing of the products. Reebok is a company with a long history in the footwear market and a marketing mix makeover for RealFlex could very well put the company back on top.By increasing the focus on the health benefits for older generations and aesthetically pleasing innovation for younger generations, Reebok will be able to cover wider demographics, thus increasing sales. This is a product which needs to be on the feet of consumers, because once that happens; the footwear will speak for itself. The remainder of this marketing plan is organized as follows: First, it will examine the company of Reebok and its background in the athletic shoe industry. Then, this plan will discuss Reebok’s major competitors and fully describe its SWOT analysis.Next, this plan will look at the first part of the proposed marketing strategy, to include the proposed ideas for segmenting, targeting, and positioning of the RealFlex shoes. Finally, the plan will be concluded with ideas for the proposed marketing mix plan of this product and then a re-emphasis of why this plan will help RealFlex become Reebok’s number one shoe. Situational Analysis The Company The Mission at Reebok is to be on the cutting-edge of sport and lifestyle products built upon a strong heritage in sports (Reebok, 2011).Reebok strives to challenge convention and lead through creativity and have been doing so for over 100 years (Reebok, 2011). The company was founded on one important value in the 1890’s, helping athletes run faster (Reebok, 2011). Since then the main vision has been to help athletes fulfill their potential (Reebok, 2011). Reebok is an American- inspired global brand, which celebrates individuality of the athlete while also helping the athlete to obtain goals they once thought unattainable (Reebok, 2011). Reebok is a subsidiary of Adidas Sportswear. Current Marketing MixProduct and Pricing: RealFlex Footwear is a Reebok innovation designed to give the foot a barefoot feel through natural movement while providing the comfort of a high-quality running shoe (Businessweek, 20011). RealFlex features 76 independent â€Å"sensors† on the bottom of the shoe which are design ed to naturally conform to the motion of the foot (Businessweek, 2011). This technology allows the foot to be 20% lower to the ground, which helps to re-create the feeling of bare feet (Tuttle, 2011). The RealFlex is priced at retail for $89.. 99, which Reebok feels is an affordable and fair price for this first-of-its-kind shoe (Businessweek, 2011).Promotion and Placement: Advertising for this shoe has been centered on the 76 â€Å"running buddies† or tread sensors, which make for natural movement of the foot (Reebok, 2011). RealFlex is also advertised to make the customers running style more pure through the barefoot feel. These shoes have been advertised through a commercial ad campaign which digitally animates the 76 running buddies as trail-running enthusiasts (Reebok, 2011). These shoes can be purchased online at Reebok. com as well as through various large-chain department stores such as Dillard’s, Nordstrom and Macy’s.Features and Benefits The RealFlex o ffers customers many different features. The top feature of the footwear lies in the sole of the shoe where there are 76 individual tread sensors. Other features include lightweight materials, breathability, and the ability for customers to customize their own pair of shoes. The benefits, or how the shoe actually helps the customer, are primarily based around the fact that RealFlex is a minimalist shoe. The barefoot technology featured in this footwear has been proven to strengthen legs so that runners can run faster for longer.Since this is a barefoot shoe, runners get all the benefits of running barefoot without extra damage to their feet. Current Product Life Cycle Realflex has only been on the market for about seven months and Reebok is still attempting to win over the customer’s preference through current advertising, promotions, and word of mouth (Reebok, 2011). Although RealFlex technology is a new idea in the world of â€Å"barefoot-style† running shoes, this p roduct is no longer in the growth stage. Athletic running shoes, including Realflex, are considered to be in the maturity stage.The Industry The United States footwear industry consists of makers of â€Å"non-cleated† rubber and plastic footwear that are meant for fitness and athletic purposes. The companies that are competing in this industry are dedicated to creating performance footwear so that they can give the customer more value and utility. Each company then segments its product lines to better satisfy the many different customer needs (Tufts University, 2006). However, there is significant overlap in the types of shoes that the athletic footwear industry sells.The athletic footwear industry is dominated by more than 230 manufacturers that make up over 50% of the market share (Hoovers Inc, 2006). However, there are only 19 companies that are actually competing in the athletic shoes industry. Reebok dominated the athletic footwear market until the late 1980’s whe n Nike made its sudden rise to power (Tufts University, 2006). Considering to market share, Nike leads the pack and is projected to continue growing as it expands more into China and India (Woolsey, 2007). However, in 2005, Adidas merged with Reebok in an attempt to raise the stakes in the competition with Nike (Howard, 2005).Price is one of the four categories in the marketing mix. A good pricing strategy is vital to every company. There are many different elements that can influence pricing such as unique technological product features, prominent brand names, celebrity endorsements and higher quality materials (Walker, 2005). There are some brands of shoes that sell for more than $200, such as the Nike Michael Jordan 2011 shoes, and there are brands that sell for less than $50 (Nike, 2011). However, it is more common for shoes to sell for $85 – $110 (Nike, 2011). Each company’s promotional tactics bear differences and similarities.While Reebok started with the primar y goal of improving athletic performance with its hi-tech running shoes, Nike began by specializing in running shoes and has since formed its own â€Å"running culture† by sponsoring major running events like the Chicago Marathon (Reebok, 2011). In fact, athletic shoe companies sponsoring races ranging from small track meets to nationally elite races, such as the Boston Marathon, are quite common in this industry (B. A. A. , 2011). A company will attend one of these events in order to promote its product as well as to help give back to the community (B. A. A. , 2011).These events provide very good advertising for the company and increase product visibility. Environmental Forces There are two types of environmental forces, macro and micro. Here, the macro environmental forces that affect Reebok are examined. These forces consist of social, economic, technical, regulatory, and competitive. These forces are external and usually uncontrollable. Social: Whether it is a change in d iet or an adoption of a fitness regimen, Americans are trying to improve their health. Sources say that Americans are exercising more, especially when compared to 2001(CNN Health, 2007).Health is becoming an American priority especially for younger generations (Saxena, 2010). Since fitness is becoming more of a lifestyle, running can be considered a growing trend. Fitness junkies and avid runners are starting to wear more and more â€Å"natural running† inspired shoes (Johnston, 2011) The Reebok RealFlex is the response to this growing trend (Runners World, 2011). Economic: With the economy taking a major downturn, fewer Americans can afford expensive gym memberships or personal trainers but still feel the need to be fit.Since the economy has been slow, Americans are turning to more affordable ways of exercising (Wilkes, 2011). One of the most affordable ways to get fit is to go running. There has been a spike in the sale of athletic shoes since the U. S. has begun to struggl e more with the economy. In fact, there was a 3% increase in the sale of athletic footwear in 2010 alone (Lets Run, 2010). Technological: Keeping up with the technology involved in running is a constant concern for innovative companies since the type of shoe a person wears can affect their performance.The weight of a shoe can affect the stride and development of the muscle (Runners World, 2011). The weights of shoes are also believed to affect races times and can mean the difference between a win and a loss (Lovett, 2010). It is imperative that athletic shoe companies are innovative in providing products that really do improve athletic performance without compromising the health of the consumer. Regulatory: Two regulatory entities that should be considered are the Federal Trade Commission (FTC) and the Securities and Exchange Commission (SEC). The actions taken by the FTC and SEC are meant to protect consumers.Reebok recently settled a dispute with the FTC regarding false advertisin g of its Easytone shoes (Forden, 2011). This dispute was because Reebok claimed that its Easytone shoes were proven to actually strengthen buttock muscles by 28% and build calf muscles by 11% (Forden, 2011). The finalization of the dispute ended up costing Reebok $25 million (Forden, 2011). Competitive: In terms of competition there are significant barriers to entry, especially with light-weight performance shoes. Many companies are focusing on making light weight shoes a core competency.However, the question of which company has greater competitive advantage in the market is yet to be determined. Vibrams, the creator of the original natural running shoe, set up its web site to highlight the scientifically proven health benefits of natural running (Pain from Running, 2011). Additionally, Nike dominates the athletic apparel industry and pioneered the way for performance shoes when Bill Bowerman used his wife’s waffle iron to make the first prototype of his own light weight sho e (Vann, 2011). Competition Reebok faces fierce competition from all sides.The athletic shoe industry is quite large and very competitive. Reebok receives most of its competition from Nike. In addition to Nike, Reebok goes up against Asics and New balance for direct competition, as these companies all sell shoes similar to Reebok’s Realflex. Deckers Outdoor Corporation is considered indirect competition as it sells non-athletic footwear. Nike: Nike is the number one producer of athletic shoes in the world. One of Nike’s greatest strengths is brand recognition and branding. Nike’s slogan, â€Å"Just do it,† along with the famous â€Å"swoosh,† are known worldwide (Marketing Teacher LTD, 2011).Nike is continuously changing and updating its products and advertising. The company uses many different marketing strategies which are geared for several different target markets (Nike, Inc, 2010). Nike, like Reebok, does not manufacture the shoes it sells. In stead Nike hires subcontractors in other countries who manufacture the shoes. These manufacturers then ship the shoes to other companies to sell. This can be both a weakness and a strength for Nike. It is a weakness because of the dependency on the overseas manufacturer. However, it is also a strength because Nike’s money can now be sed for expanding its product line or on a new advertising campaign instead of on the purchase and upkeep of buildings (Marketing Teacher LTD, 2011). Asics: In 2009 Asics celebrated the grand opening of its first stand-alone U. S. store located in New York (Asics, 2009). This store also featured the revolutionizing 3-D Foot ID to help the wearer become matched to the perfect shoe for them. The expansion of Asics in New York has allowed greater influence of the brand name across the U. S. , which has helped to increase sales revenues (Just-Style, 2009).Asics just launched an all-out advertising campaign in 2011 that included TV, radio, Internet, pr int as well as being a co-sponsor in the ING New York Marathon (Fashion United, 2011). One of the weaknesses of this campaign is the disproportionate focus on the overseas market compared to the U. S. market (Fashion United, 2011). Asics’ cash flow and net income had been falling slowly for several years and it needed to do something to improve profits. This campaign was extremely expensive but already Asics is seeing a return from investment and an increase in its net income (Larmann, 2011).New Balance: New Balance’s top strength would be the technology and innovation of its new products (New Balance, 2011). Every year New Balance creates a new and updated product with all the latest in technology. In addition, The New Balance Foundation has given back more than $40 million to the community and non-profit organizations (New Balance, 2011). More than 50% of consumers want to purchase a product if they know that a portion of the profits will go to charity (Strahilevitz & Myers, 1997). New Balance relies on promotion through the sponsorship of races and fitness activities instead of using celebrity endorsements (Johnson, 1998).The strength of not using celebrities is that the price of the shoe will be less for the consumer since New Balance does not pay for the endorsements. However, the downside to this is that the younger generation is attracted to shoes that have been associated with top celebrities (Johnson, 1998). Deckers Outdoor Corporation: Deckers is an indirect competitor for Reebok because they do not specialize in athletic footwear but instead are focused mainly on high-quality sheepskin boots and sandals (Wikipedia, 2011). Deckers’ biggest strength is its quality. The company is focused on roducing very high-quality products while lowering the impact to the environment (Deckers, 2011). Deckers helps to lower the impact to the environment by using a lot of recycled materials for the creation of its products (Deckers, 2011). More t han 30% of consumers want to purchase environmentally friendly products (American Express, 2010). One of Deckers weaknesses is that it has focused about 75% of its efforts in advertising to the U. S. This strategy has resulted in a higher market share for the US but a lower share across the nations (Deckers, 2011).Deckers is now working harder than ever to increase the sales of products in its overseas locations (Deckers, 2011). (See Appendix A – Competition Table) SWOT Analysis A SWOT analysis is a critical portion of every marketing plan. It outlines the company’s Strengths and Weaknesses, and the market’s Opportunities and Threats that pertain to the product (Wikipedia, 2011). The SWOT analysis is an important step in planning as it outlines whether the information will assist the company in completing its objectives or if there will be an obstacle that must be moved first.Strengths: The Reebok Realflex barefoot shoes have several strengths integral to the pr oducts current and future success. The Realflex is scientifically proven to reduce the risk of foot injury since it is made of strong materials that resist distortion by weather and sharp objects (Sturtz, 2011). The Realflex has 76 independent sensors on the bottom of the shoe that adapt to all training surfaces and promote natural movement (India Infoline Ltd, 2011). Reebok also produces outfits to match the colors of shoes and color customization on new Realflex purchases to meet customers’ needs (Healthhabits, 2011).Reebok is one of the top athletic shoe companies in the U. S. with a market share around 20% and it has become more efficient through good corporate operation strategies aimed at restructuring and improving quality in the manufacturing process (Landrum & Boje, 2001). Reebok also prices its shoes to be around the average market price which helps to increase market share. Weaknesses: One of the weaknesses of the company is that Reebok has no factories and depends on overseas manufacturers for production of its products, consequently posing a risk since the contracted industries could stealReebok’s designs (Dunlap, 1925). Reebok owns few stores of its own but depends mostly on retail stores to order and deliver the products, which at times can be slow. This strategy causes retailers who sell the products to wait long periods of time before the products arrive, at which time they may not have the same popularity among customers (Hoovers, 2011). There are very few sponsors associated with Reebok which does not help to make it well known (Mercer, 1996). In addition, the company suffers from the previous release the Reebok Easytone, which claimed to tone legs and burn more calories while walking.This was actually revealed to be untrue by the American Council of fitness (Waehner, 2010). Essentially misleading consumers can cause them to be cautious of the Reebok label and they may instead choose to shop elsewhere (Nickson, 2010). Opportuni ties: There are several opportunities for Reebok, including expanding and reaching new markets with its new product. Reebok has the opportunity to appeal to baby boomers creating a new market for its type of shoe. They are a generation interested in staying active as they age.There is also the opportunity to market to active college students; it all depends on how the product will be presented. There is also the opportunity for product development since Reebok has released a new product into the current markets. Threats: There are many competitors offering a similar barefoot shoe product which is a threat to Reebok since competing companies, like Nike, are already established and globally recognized (Silva, 2011). In addition, technology is always changing and new products are continuously coming out into the market.The fast change in technology goes hand in hand with how society is constantly changing its mind, which poses a great threat due to the company’s low rate of tech nological advancement compared to the prevailing leaders (Kagz, 2001). Competing companies may introduce cheaper substitutes which the customers may opt to buy. Economic crises also pose another threat due to the weak purchasing power of the customers. As barefoot shoes are a want and not a need, the economic crisis may have people think twice before buying. See Appendix B – SWOT Analysis) Critical Issues and Marketing Objectives Critical Issue #1: Leverage Point: Healthy shoe (S) + New Market: Baby Boomers (O) Natural Running shoes offer health benefits and by advertising to a new market like baby boomers and the older generation (ages 40-65), Reebok has the chance to create a leverage point. Related Marketing Objective #1: Increase sales by 10% over the next year. Strategically place the product in areas whose demographics reflect a baby boomer population. Have the product easily accessible to the target market.Critical Issue #2: Constraint: Previous Faulty Products (W) + E xpanding the Market (O) Reeboks previous innovation in fitness, the Easytone, was proven to have no additional benefit to working out as they claimed. When Reebok does try to sell its product to a new market that may be more aware of Reebok’s previous mistake they may have no interest in purchasing the new technological innovation the RealFlex. Marketing Objective #2: Focus on the health benefits of RealFlex over regular shoes. Show consumers that Realflex can help improve strength in leg muscles. Increase shoe health awareness by 15% within one year.Critical Issue #3: Vulnerability: Healthful Shoes (S) + Changing shoe Technology (T) Reebok RealFelx shoes face vulnerability in the sense that while it may be producing shoes with health benefits, the competition could be offering shoes with even greater benefits, such as Virbram Five Fingers. Marketing Objective #3: Demonstrate to consumers how much Reebok invests in its consumers best interests. Focus shoe marketing not only o n the health benefits but how Reebok was able to pioneer the light weight shoe industry with its â€Å"sensors† on the bottom of the shoes.Segmenting, Targeting, and Positioning Segmenting Some of the possible ways of target segmentation for the Reebok Realflex shoes are geographic, demographic, psychographic, and behavioral. The geographical segmentation would focus on those consumers in the urban and suburban locations due to the high influence of social media. The demographic segmentation could target consumers with a yearly household income of greater than $35,000 as well as specific age groups, such as ages 18 – 44, as many purchasers of running shoes are ages 18 – 44 (Marginy Research Group, 2000).Reebok could also focus on the psychographic segmentation portion and gear it toward consumers who enjoy adventure and outdoors activities. Reebok decided to segment the markets into two separate groups. The first target market will focus on geographic and demogr aphic segmentation. This market will include college students between the ages of 18-24 who are adventurous. The second target market will focus on demographic and behavioral segmentation. This market will include those consumers who are in the older generation, like baby boomers. The older generations want to stay healthy and get into shape.The Realflex is perfect for this need, as the barefoot qualities of the Realflex strengthen legs and keep runners healthy. Targeting Target Market 1: The target market is for adventure seeking and active college students between the ages 18 and 24. These targeted college students usually reside in urban and suburban areas. The focus on these geographical locations is due to the idea that consumers in highly populated areas, such as a city, are more driven by the social media that surrounds them (Thompson, 2009). The targeted psychographic market segments are geared toward those consumers interested in competition and adventure.Reebok wants consu mers who want the shoes they wear to be able to handle anything during their fitness routine. â€Å"Americans who have adopted the lifestyle of Fit Consumers are risk-takers with an adventurous outlook on life. Fit Consumers retain a taste for adventure as they age† (Packaged Facts, 2007). The Realflex is a high-quality running shoe that is able to satisfy the needs of competitive, driven college student runners. The Realflex weighs only 8. 8 ounces for males and 7. 2 ounces for females (Jhung, 2011). This reduction in weight helps shave off seconds on a runner’s time.This gives the runner a competitive advantage over those runners who are not using lightweight shoes (Jhung, 2011). These students are always looking for the next best thing to own, especially when it comes to shoes (Trend Watching, 2011). They want high-quality, lightweight shoes for a great price. Students also want to know that the product they buy and wear is something that will help improve their sta nding in society (Trend Watching, 2011). Reebok can give that customer value, and more, to this target market. The college student target market is 18. 6 million, which is a 22% increase over the last 8 years alone (Davis & Bauman, 2011).With a larger target market there will be a higher cost to reach the audience. However, with a slight increase in advertising geared toward this growing market, Reebok will be able to reach this group and increase sales by 10% within 1 year. (See Appendix C – Positioning Map 1: College Students) Target Market 2: Aside from the younger generations, baby boomers and the aging population (40-65) are looking to preserve as well as better their health. Reebok wants to attract the consumers who will find its product integral to the way they want to look and feel as these consumers will â€Å"place a high priority on their health† (Packaged Facts, 2007).They consider running part of a healthy and active lifestyle. Studies suggest that baby bo omers and aging populations are much more active than they used to be. In 2005, baby boomers comprised one fourth of the health club memberships (msnbc, 2005). However, these consumers may not all be high users. Some of them may only visit the gym a couple of times a month or only run a few miles a week. Baby boomers are redefining what it means to retire and enjoy old age, they are not anticipated to flock to an â€Å"age segregated community† and many will likely continue working in some capacity (Brandon, 2010).However not all Boomers have a high disposable income in fact, they are considered a sandwich generation were they are assisting their own parents while financing their children’s educations. With Boomers still maintaining busy schedule it is also important to consider the usage rate that would justify the purchase of Reebok Realflex shoes. They may seem themselves needing a â€Å"healthy shoe† meant for their variations in fitness regimen. This same n eed can be applied to the aging portions of the population. The trend of healthy living is catching on and the market for healthful products, like quality running shoes will continue to grow.In consideration to Critical Issue #1 of advertising to the market of baby boomers, the Realflex shoe has a considerable leverage point given that it is a scientific fact that natural running shoes offer health benefits. It is also a fact that light weight running shoes are built to endure fewer miles because they offer less cushioning however they offer health benefits like a â€Å"natural running sensation†(Run/Split, 2011). It is the use and health benefits that are more likely to draw Boomers to the product. In regard to the marketing objective of increasing sales by 10% over the next year,Reebok plans to place its product in gyms by giving a pair to local trainers to act as opinion leaders and encourage boomers to purchase them. Reebok also plans to place the product in convenient pl aces for purchases, such as mall outlets to increase product visibility as well as specialty stores. (See Appendix D – Positioning Map 2: Baby Boomers) Positioning Beginning in 2009, Reebok started executing strategies in order to position its running shoes in a more technologically advanced, higher quality and flexible category which helps to differentiate the shoes from other athletic brands and place it toward the high-end footwear brands.Reebok’s mission is to become an outstanding sport and lifestyle brand and offer many primary sports products (Adidas, 2011). In regards to the younger generation, there needs to be an emphasis on the fact that Reebok is a fashionable shoe to wear while either getting fit or just out taking a stroll. Reebok can position this product as being both quality and healthful by occupying the front window of athletic stores. While doing so may increase the cost of promotion, it sends a message to the younger generation that the product is popular, and at a minimum increases visibility making the product more widely known.There will not need to be repositioning for this target market. In consideration to the second target market, baby boomers and aging populations, there will be some repositioning that needs to take place. As previously noted Reebok made the mistake of producing a product that did not have all the health benefits the company claimed. In fact, the Reebok Easytone has been rumored to have done more harm to customers than good. It is the older populations who are more likely to be aware of this mistake which means that Reebok would need to reposition this product in the mind of older consumers.Both of these methods will increase consumer spending on Reeboks product and assist in attaining the goal of a 10% increase in sales within one year. In regards to the second marketing objective, placing the product in gyms and actively seeking feedback from users shows the interest that Reebok has taken in demonst rating that its products are of high quality. Similar is the third marketing objective, concerned with the proving that Reebok is an innovator in the shoe industry, this is accomplished not only through placing the product in gyms and giving trials to first time buyers but also through actively seeking feedback from users.The feedback Reebok receives form users will help in creating lighter, even higher quality products to better satisfy consumer needs and enhance their athletic performance. Positioning Statements Positioning Statement 1: For college students who typically maintain an active lifestyle and like access to new products, Realflex footwear is the latest model of Reebok running shoes with advanced technologies to improve athletic results as well as allow consumers to customize the color of the shoes.Positioning Statement 2: For baby boomers that pursue a healthy lifestyle, Reebok Realflex footwear is the natural running shoe with high tech soles and light-weight materials that is designed to provide the health benefits of natural running. Proposed Marketing Strategy Product Reebok would not be doing any product modification to the RealFlex shoes. Instead, Reebok would be focusing on enhancing the RealFlex image while on store shelves. Reebok would make the shoes as appealing to the consumer as possible. An efficient way to appeal to consumers is to offer a more classic look in stores while also offering the benefits of RealFlex.Reebok would offer basic colored shoes in stores such as navy, gray, black, and white, along with accent colors such as blue, red, and green. The more eccentric colors, like orange and yellow, would be available online when customizing the shoes. This will be an effective strategy for the RealFlex because it would attract more customers who are looking for a dual-purpose shoe to fit their everyday lifestyle. This strategy is designed to attract customers who are not looking for flamboyant aesthetics in their shoe choice.This is based on the belief that classic colors will cover a larger demographic, while still having more specific needs accessible online. These shoes will be packaged in a simply designed box that features bare feet and the Reebok RealFlex logo. Shoe packaging tends to be generally more functional than appealing to the consumer as the shoes can sell themselves (Packaged Facts, 1998). However, consumers enjoy showing off their latest purchases, and this newly designed box has the perfect accent to combine with the Realfex shoes. (See appendix E – RealFlex Packaging) PricingPricing is an important factor that affects the marketing of a product and consumers’ attitudes toward that product. Consumers tend to shop for lower-priced commodities so long as quality is not compromised (Daly, 2002). In order to arrive at a fair price for the RealFlex shoes, Reebok considered several different pricing strategies and evaluated the effectiveness of each strategy in line with its marketi ng plan objectives. The best price strategy for the RealFlex shoes is the At-Market Pricing Strategy. Reebok set the base price at $89. 99, with the customization options ranging from $5-$15 extra.The price is comparable to the market price and to what the competitors are offering. Reebok’s largest competitor, Nike, is offering similar shoes at the same price (Nike, 2011). However, New Balance sells its similar shoes for $95 while Asics sells its shoes for only $85 (New Balance, 2011). This pricing strategy allows Reebok to make a profit while still encouraging for a larger market share. Reebok wants to attract active college students and baby boomers to purchase the product because of its high quality and average price among rivals.There is a large portion of the target market, college students in particular, that are unemployed due to full-time school or retirement. Reebok’s pricing strategy is designed to enable the company to achieve a large and dominant market in line with the marketing objectives. The At-Market Pricing Strategy achieves objectives and enhances profits. Placement Reebok will market the Realflex primarily through retail channels. This is done because in-store shopping is one of the most important portions of the customer decision-making process when purchasing a product.A few of these retail channels will include Foot Locker, Athlete's Foot, and Champs Sports. Reebok will concentrate more heavily on placement in states where residents are more likely to engage in a healthy and active lifestyle, such as Colorado, Oregon, and Minnesota (Nash, 2010). Through the use of these channels and placement, Reebok can raise its brand awareness and increase customer loyalty. Reebok wants the retail environment to highlight its brand value as â€Å"inspirational, athletic, fun, and interactive† (Adidas, 2011).One of the target markets, baby boomers and the older generations, want to purchase high quality products in order to maintai n their health (Health Goji, 2010). They enjoy going to the retail chains so that they can try on the shoes and make sure that they feel good while walking. They are also able to go online if they do not find the color that they like and they can purchase from the Reebok website. The other target market, college students between the ages of 18-24, wants to purchase shoes that go with their physical appearance (Makgosa ; Mohube, 2007).They enjoy going to the retail chains so that they can try on the shoes and make sure that they look good while walking or running. This market can also go online if they would like to customize their shoes to have a little more color. Promotional Plan Health and enhancing athletic performance will be at the forefront of the Reebok Realflex promotional campaign. The shoe itself is meant to provide the sensation of natural running while still protecting the consumer’s feet. This will allow the consumer to be able to run the extra mile that complet e barefoot shoes will not allow.There is a big difference as to how far athletes can run in barefoot shoes opposed to actual running shoes. Reebok wants to convey to consumers that it is concerned with their health and it is dedicated to improving their athletic abilities through the use of the Realflex shoe. It is evident that consumers in both target markets, college students as well as the older generations, are concerned with their health. However, there will be a greater emphasis on the health benefits to the older generation, as this is a major appeal. It is common practice in athletic apparel to feature fit models using the product in beautiful locations.Reebok would follow suit. Reebok needs to communicate that â€Å"no matter where you are, you can take health with you with the Realflex shoe† This message could be particularly effective when considering older generations. They are more likely to travel and are redefining â€Å"retirement. † By positioning the product as healthy and useful there is a direct appeal to the needs of Reeboks’ aging consumers. (See Appendix F – Magazine Advertisement and Appendix G – Billboard Advertisement). With regards to younger consumers, like college students, there will be an emphasis on the message that the Realflex is meant for their active lifestyle.It is designed to enhance athletic performance because as a natural running shoe it alters the pronation in the foot as it strikes the ground increasing the amount of work the muscles do when the shoes are being used. It enhances the workout for these younger generations, especially those who are aware of the benefits of natural running (Appendix H – Advertisement). It is imperative that both target markets are able to view the product as both healthful and athletic. The key issue that must be avoided is that the style of the shoe is not exclusive to either target market.This issue can be resolved through the use of blending th e concepts of health and athletic performance in advertisements. Reebok intends to do this primarily through advertisements featuring outdoor settings and races. (See Appendix I – Billboard Advertising) Television commercials could prove more useful as a mode of advertisement. With the Reebok Easytone shoe, Reebok spent $64 million on advertisements of the Easytone shoe. Sales of that particular shoe increased until it was discovered that Reebok used faulty advertising as a means to sell the shoe ( (Morran, 2011).The campaign for the Easytone shoe was one of Reeboks largest in a decade. For the Easytone shoe television ads were highly effective in reaching target markets and increased sales. Reebok is hoping for a similar effect when it comes to the Realflex shoes. Many other companies also use television as a means to advertise because it can reach millions of consumers for only pennies on the dollar. A smaller athletic company, Asics debuted a new national advertising campa ign and the ING New York City Marathon, some of which includes television ads. In correlation with their new campaign they have also seen increases in profit (Asics, 2011).Aside from television, another mode to advertise to consumers is through magazines like that are specific to fitness and popular culture. Magazines that Reebok wants to place its full page ads in would be Runners World, Women’s and Men’s Health magazines, Shape, GQ and Cosmopolitan. These are the magazines which are better suited to reach both target markets. The anticipated cost for full page ads in these magazines range from $20,000-$25,000, however, these prices can fluctuate depending on the magazine and how much of a region it covers (Becket, 2009)..Magazines like Runners World and Running Times are the most vital to communicate how viable the Reebok Realflex is as a running shoe. In a lot of ways it is the way to get a seal of approval as a product. The more runners Reebok can get to buy the sh oe, the greater the visibility and the more likely others are to follow suit and purchase their own pair of Realflex shoes. While television and magazines are useful, one of the best ways to gain attention in the world of fitness is to be present at major running events like races and expoe’s.Brooks Running shoes sponsor some Rock and Roll Race events; one of their biggest is the Denver Rock and Roll Marathon. They have nearly half of the floor to showcase their products and their benefits. Not to mention that they are able to make those last minute sales to participants. Participation in major races like, half marathons, full marathons, national race teams, Reebok again increases visibility and is able to position their product as a product for fitness. Costs of sponsoring races vary depending on the size of the race.However, Reebok could take a different approach and rather than advertise and sponsor at a major races like Chicago, NYC and Boston Marathons, sponsor multiple races in the Rock and Roll Marathon series which features over twelve races in the United States and three in Europe. Through these modes of advertising Reebok is able to reach both target markets and convey the healthfulness and the athletic performance benefits that come with the use of the Realflex shoes. In regards to sales promotions, Reebok will utilize both retailers and consumers to increase product visibility.However, Reebok will focus on going primarily after the consumer, through consumer sales promotions. Methods Reebok intends to use would be product samples and prizes. We would let the consumer try one Reebok product in the store and test it out for a day and if they do not like it, tell Reebok why to refund the purchase. Another tactic to take advantage of and redeem Reebok from the Easytone bad press would be when consumers bring in a pair of Easytone shoes Receive half off of the purchase of Realflex shoes. This specific method, allows Reebok to do damage control th rough public relations of sorts.Reebok can pick specific locations where previous buyers of the Easytone shoes can return their purchase for half price pair of Realflex shoes. It is imperative that to successfully launch and market a product that Reebok fix their previous indiscretions in regard to the Easytone shoes. As discussed earlier, advertising will play a major role in positioning the Realflex as both healthful and performance enhancing. It will be what the consumer sees in their magazines, on their televisions and in their gyms. However, the personal selling aspect will also define how the customer views the product when they come into a store to purchase them.While Reebok has its products in major athletic stores like Dicks Sporting Goods and Sports Authority, it’s important to make sure the retailers are well informed about the product, and provide the opportunity to test out the shoe on treadmills before purchase. In regards to the actual Reebok stores, retailers there need to take interest in creating a unique purchasing experience for the consumer. This can be done through acute attention to consumer needs and demonstrations of the products use, and the ability to test out the products in the store.When it comes to selling, Reebok Retailers need to sit one on one with consumers and be attentive to their needs. While this method may be expensive it will provide that unique customer experience and encourage repeat business. Sales promotions will also be done through visibility at expos and major races. Asics provides supplies for the New York City Marathon and Brooks provides supplies for the Rock and Roll Marathon series which allows them to dominate pre and post-race expos to encourage buying. It also increases visibility among consumers who are likely to buy the product.This method allows Reebok to go to the consumers rather than trying to get them to come to a store. While the fees can be expensive, there is probability that consumers wi ll see the product and the company as one with their best interests at heart. Similar to being present at expos would be an adaptation of contests, ask small local races where participation is below three thousand and give a free pair to each race winner or each division. This is a means to also build good will among potential consumers and entice potential runners into competing.The least used promotional element will be direct marketing, as the cost of communication through mail and telephone. The one way Reebok would consider using mail as a means to communicate with consumers would be to send notices regarding the shoe with an explanation of the healthy benefits. The mail would also only go to previous customers to encourage business or members of a loyalty program as they may be more likely to want to purchase the product, if they have been satisfied with their previous purchases.With all of the factors of the promotional mix in mind the most effective strategy for Promote the Realflex shoe would be the Push strategy where personal selling is directed to intermediaries. It’s is easier to utilize a pull strategy because it allows greater accessibility to the product by already placing the shoe in malls and specialty stores. What is important to recognize is that each piece of the promotional mix fits together to convey a single coherent message to consumers, Reebok is a company committed to producing quality products to enhance health and athletic performance.The variation in the promotional mix will be used as a means to communicate this message to target markets. The variety in methods will ensure that since Reebok is seeking older generations (40-65) as well as those aged 18-24 who are active, they are destined to come into contact with some type of positive promotion of the product. MarketTrak Tool Reebok uses a MarketTrak spreadsheet to show the projected cost of achieving its objectives for one year. This spreadsheet shows each of the three ma rketing objectives and breaks them down into several different tasks that can be completed within one year.Through the use of billboards, television commercials, sponsorship promotions, and website advertisements, Reebok hopes to achieve its marketing objectives. The first marketing objective on the MarketTrak spreadsheet is to increase sales by 10% within the first year. Reebok will achieve this goal with the use of billboards, magazine ads and special promotions. First, Reebok will design a billboard geared toward the older generations, aged 40-65, and strategically place them in areas that are largely populated by the older generations, like Tampa, FL, Austin, TX, and Phoenix, AR (Coach, 2011).Second, Reebok will place advertisements in special sports magazines, like Runner’s World and Sport’s Illustrated. Then, Reebok will offer several pairs of shoes for free to retail stores such as Dick’s Sporting Goods and Sports Authority. These shoes can be tried on th e treadmills at these stores so that consumers can see that the shoes are comfortable. Finally, Reebok will offer a discount price for 1 month on the shoes followed by 1 month of free shoe bags with purchase. The second marketing objective is to increase the awareness of the healthy nature of the Realflex shoe by 15%.This will be achieved by giving 500 free pairs of shoes to trainers in gyms that are located in ten of the healthiest cities across the United States, like Boston, MA, Portland, OR, and Denver, CO (Haiken, 2011). These shoes will be used by opinion leaders who are in a position to show just how comfortable and healthy these shoes are. In addition, Reebok will give two extra free pairs to each trainer so that they can use them to give away to a couple of lucky gym members. Finally, Reebok will create a television advertisement geared toward the specific health benefits of the shoes.The third and final marketing objective is to increase the awareness of Reebok’s in vestment in the consumer’s best interest. This will be done several different ways. To start, Reebok will create an online advertisement showing the overview of the lightweight shoe design and how the design helps with healthier running. Then, Reebok will add a new section onto its website explaining how much time and effort Reebok has gone to in order to create a shoe that really is better for your muscles and legs. Then, Reebok will design a moving billboard advertisement to be placed onto city buses that operate in large college cities, like Denver.This advertisement will show the wonders of the Realflex sensors. And finally Reebok will design a different television advertisement that shows all of these investments in our consumers. In order to ensure the success of each of these marketing strategies and tactics, Reebok’s marketing managers will have a meeting at the end of each month to go over each of the objectives to see how well they are working. These meetings will allow for each of the managers to learn what is going on, see if the objectives are being met, and improve anything that needs to be upgraded.This is done so that everything moves along smoothly and nothing is forgotten in the process. (See Appendix J – MarketTrak) Conclusion Reebok is positioning to be a high-end athletic footwear brand and a leader in its industry. In the next three years, the market development and product repositioning will allow Reebok to achieve its marketing objective which increases sales by 10%. College students and baby boomers alike can wear Realflex while performing a multitude of exercises. Its smart and stylish appearance allows it to be worn daily. With the previous issuance of a faulty product, Easytone, Reebok created a weakness in the company.However, with Realflex, Reebok can improve the past weaknesses by marketing its new â€Å"76 sensors† technology and wonderful health benefits. This technology can efficiently support the r unner's weight and flexibility. This product, along with focused advertising, will increase consumer awareness of the health benefits that come with the Realflex shoes. Furthermore, the target market will enjoy the convenience of shopping in more Reebok retail locations. This will help Reebok to increase advertising concerning the high quality performance and the health benefits within Realflex.With Realflex becoming more widely known, the product demand will increase. As a result, customer value will also increase. The final marketing objective is to increase awareness of how much Reebok has invested in its consumers best interests. Realflex implements the idea of â€Å"natural running movement†, emphasizes on lightweight materials, which its users can experience the barefoot feel. It shows to its target markets top quality running shoes with not only the health benefits, but also with the pioneer and innovation of its sensors to improve performance.Through the catering of s tyle with the young generation and the health concern of baby boomers, the team believes that Reebok will reach its marketing objectives and spur the success of this product. Appendices Appendix A – Competition Table Competitor| Year Founded| Years in Business| Locations Served| FY 2010 Sales| Offered Products| Direct orIndirect Competition| Nike| 1964| 47| World2| $19 Billion3| Athletic shoes, apparel, sports equipment, and accessories2| Direct| Asics| 19494| 62| World4| $2. 4 Billion5| Athletic shoes, apparel, and sports equipment4| Direct| New Balance| 19066| 105| World6| $1. Billion6| Performance footwear, apparel and accessories6| Direct| Deckers Outdoor Corp| 19737| 37| World7| $1 Billion8| Sheepskin boots, casual wear, slippers, and sandals7| Indirect| Appendix B – SWOT Analysis | Favorable| Unfavorable| Internal| Strengths(1) Brand Equity(2) Reebok-Adidas merger. (3) Reebok is one of the top athletic shoe companies in U. S. in terms of market share. (4) Barefoo t shoes are scientifically healthier than any other kind of shoes. (5) 76 independent sensors on the bottom of Reebok Realflex barefoot shoes promote natural movement, flexibility, and comfort. (6) The price is the average of main competitors. 7) Customizing the shoes with the styles and colors customers prefer. | Weaknesses(1) Reebok owns few official stores and relies more on retailers. (2) Reebok doesn’t own factories and they depend on producing industries in their production. (3) Previous reputation of releasing faulty products. (4) Few sponsors associated with Reebok. | External| Opportunities(1) Expanding current market and reach current markets with their new products. (2) Marketing towards several age groups to increase profits. (3) Product development opportunity. (4) Expanding to market for the product on social media websites. 5) Creating new channels of communication on social media websites. | Threats(1) Many companies produce barefoot shoes and this leads to a strong competition. (2) Changing trends in footwear technology. (3) As barefoot shoe is a want and not a need, some people may think twice before purchasing. (4) Poor economy| Appendix C – Positioning Map 1: College Students Appendix D – Positioning Map 2: Baby Boomers 5 Appendix E – RealFlex Packaging Appendix F – Magazine Advertisement Appendix G – Billboard Advertisement Appendix H – Pro-nation Advertisement Appendix I – Billboard Advertisement Appendix J – MarketTrakAppendix K – Glossary of Terms At-Market Pricing Strategy Attributes Barriers to entry Beliefs Brand Awareness Brand Value Branding Channels Competitions Competitive Advantage Competitors Consumer Consumer’s attitudes Consumer Spending Core Competency Cost Current market Customer Loyalty Customer Value Differentiation positioning Direct marketing Discretionary Spending Disposable Income Good Will Growing Market Growth Stage Indirect Competition Lea ders Market Market price Market share Marketing Mix Marketing Plan Objectives Maturity Stage Need Opinion Leaders Opportunities Packaging Personal Selling Placement Positioning PowerPricing Pricing strategies Product Product Development Product Modification Promotional elements Public Relations Purchasing power Push strategy Reposition Retail Retailer Sales Promotions Segment Social Status Strength Substitutes Target Market Threats Utility Value Want Weakness Bibliography Adidas. 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