The Strategic Positioning Of Ikea Marketing Essay

The Strategic Positioning Of Ikea Marketing Essay An analysis of the strategic position of IKEA has shown that IKEA has different strategic positions in different markets. This assignment will analyse IKEAs strategic position, identify and evaluate various strategic options. While IKEA does not form government policies or make legislation it is important that IKEA understands their implications (Lynch 2009). Take India for example, 100% FDI by a full ownership single brand retailer is not permitted. IKEA could therefore, consider entering into joint venture with local furniture retailers in countries which it wants to expand into or consider other options such as franchising or licensing (Cavusgil et al 2008). IKEA could also consider working with the World Trade Organisation (WTO) to get governments of potential markets to relax legislation and policies as a long-term plan as changing policies and regulations is a process which takes time. China for example has already committed to relaxing regulations since joining the WTO in 2004 and IKEA continues to expand in this market (EmeraldManagementXtra 2007). As there are significant political legal barriers as well opportunities in markets such as Asia and Eastern-Europe which are in the Introduction or Growth Stage of the Industry Life Cycle (Lynch 2009) [Appendix C] and have not yet been dominated by other global furniture companies it is imperative that IKEA move fast to find a way round barriers if it plans on maintaining its position as a global brand in future. Economic, Socio-cultural Technological Continual increase in GDP in the BRIC nations and other markets (NexisUK, 2010) outside Western Europe and North America makes these markets an attractive option and IKEA could expand into these markets going forward. On the contrary increase in GDP may pose a challenge rather than an advantage is it may mean increased competition. Moreover, it may also pose a challenge to IKEA as it may mean that raw materials become more expensive (Coulter 2009) as these countries are also large suppliers of raw materials for IKEA (ScienceDirect 2008). Despite the fact that consumer income expenditure in Western markets dropped significantly since 2008 and they are in the mature stage of the industry life-cycle (Lynch 2009), exiting these markets might not be a good option for the future. Mintel reported that consumer expenditure will increase significantly by 2013; hence IKEA could seek to maintain its position. Furthermore, looking to the future, buyer behaviour could change in favour of IKEA due to economic pressures as customers who previously would have opted for more expensive furniture are likely to opt for reasonably priced furniture. Suggesting a limitation to the Industry Life Cycle model as IKEA is operating in a dynamic environment the factors which caused a market to be mature or in decline can change unexpectedly and IKEA itself can instigate change (Lynch 2009). Increase of life expectancy in markets such as Japan, North-America and Western Europe (Mintel 2010) could mean IKEA must look towards focusing on a different market segment in future as IKEAs target market is currently young middle class. Furthermore, research by GMID, 2010 has shown that the aging population (silver-surfers) in Western-Europe prefer online-shopping due to the convenience of having bulky items delivered at home (Appendix B). IKEA could take this as an opportunity, by widening its internet services it can use the technology to broaden its reach and tap into this market segment in the future. This will not only increase market share and profits in can also be used to enhance customer loyalty as internet purchases can be a good tool of monitoring buyer behaviour (Mintel 2010). On the other hand, IKEA might opt not to take advantage of this social change and technological influence as the store experience is essential to IKEAs competitive advantage and becoming well-known as an e-shop might change its image. That being said, even IKEAs current target market is internet savvy and ignoring such a significant factor may be risky as it is necessary to be adaptive to sustain competitive advantage. . Environmental Green issues are increasingly a large concern for IKEA. Rise in green consumerism (Mintel 2010) has seen IKEA paint a picture to the public that its designs are eco-friendly and it must maintain this image as consumers have become more aware and concerned about the environment. While IKEAs designers are conscious of designing eco-friendly products (Johnson et al 2008), its suppliers may not necessarily practice eco-friendly manufactures. With a large network of suppliers in mostly developing nations some suppliers do not source raw materials through legit channels. The consequences of green-issues are inevitable and in order to maintain competitive advantage IKEA is could to work hand in hand with suppliers and local governments as Corporate Social Responsibility to see that global carbon-footprint is minimised, to avoid backlash from environmental pressure-groups. Comment on Analysis Given that the environment in which IKEA operates is dynamic, IKEA must think fast and move fast on all counts in order to obtain first mover advantage and gain competitive advantage. On the other hand, because the environment is very dynamic, IKEA might move fast in areas where there is less risk and wait for competitors to move first in other areas thus taking advantage of gaps on their strategy. Outcome of Five Forces Analysis The analysis revealed that the industry is more favourable in some markets than others with Asia and Eastern-Europe appearing to be more favourable to a greater extent than others. Competitive rivalry is the key element to consider as it is most likely to have more influence on the future. Bargaining Power of Suppliers IKEA has a large network of suppliers thus there in hardly any threat posed by suppliers. Five-Forces Analysis suggests that suppliers as part of the environment pose a threat which is one of the limitations of this method of analysis as the environment does not have to be a threat; it is possible for IKEA and its suppliers to engage in closer cooperation (Lynch 2009). Cooperation with suppliers would be important for IKEA as it is likely to need to work with its suppliers to tackle green issues if IKEA wants to keep these suppliers which allow it to be a cost-leader. Bargaining Power of Buyers Outcome of Five-Forces implies that buyers have little power which would make the industry favourable. Buyers have little power according to 5-Forces Model, yet there is evidence that IKEA consistently aims to satisfy buyers. Lynch 2009 argues that this is a limitation to the model as the organisations interests do not necessarily come first and the buyer is more important than other aspects of strategy development in this model hence cannot be considered and equal aspect in such an analysis. . Threat of Substitutes This is a key element which makes the low-cost furniture industry unfavourable as threat of substitutes is high particularly in developed markets (Lynch 2009). IKEA is therefore likely to react by widening its online services, in order to protect and expand its market-share. IKEA could consider re-thinking the locations of its stores in order to tackle the threat posed by retailers such as TESCO and Walmart (GMID). To tackle retailers it may also consider backward integration (Johnson et al 2008) as these retailers also have easy access to suppliers and can achieve scale benefits. However, backward integration might prove difficult as IKEAs network of suppliers might be too large to control. Extent of Competitive Rivalry Markets in Developing Economies Competitive rivalry is key because of influences in the macro-environment, that is, (i) increase in GDP in BRIC markets, (ii) barriers to trade in growing markets which are potentially extremely lucrative. IKEA stands a good chance of doing well in these markets, and could take advantage of opportunities through joint venture or franchise as they have already got experience in this region, hence IKEA can maximise on increase in consumer expenditure and change of lifestyle in this region. It would need to be a first mover in untapped Asian markets as rivalry is intense (Cavusgil 2008). Competitors (existing local firms in the industry) are likely to attempt to imitate IKEAs product they might have home ground advantage. To counter this IKEA must be highly differentiated (Lynch 2009). Intense competitive rivalry in BRIC could imply that IKEA must look to other markets such as Africa and the Middle East. North-America and Western-Europe Markets are unfavourable to a greater extent with well established competitors and economic-crises all intensifying rivalry. Target-market is not growing in comparison to other parts of the world, such as South America, Asia and Eastern Europe again intensifying rivalry. On the other hand, Mintel reported that consumer expenditure will increase significantly by 2013. Possible solution therefore is not to exit this market but acquisition of competitors and making sure the product differentiated. Strategic Capability Critical Success Factors (CSFs) IKEA meets most of its CSFs effectively. IKEA provides a unique shopping experience space, childrens camp) which no other competitor offers; as a result IKEA has gained competitive advantage. The exception is delivering and assembling products. While Mintel 2010 suggests that this is an advantage as customers do not have to stay home waiting for a delivery man, and can assemble goods in their own time, GMID 2010 argues that IKEA is missing out on sales as this CSF is not met yet some competitors provide the service. IKEA could opt to maintain this stance in a bid to cut costs or could look into partnering with a company which provides the delivery and assembling service. Unique-Resources and Core-Competencies (Resource Based View) Taking into consideration that resources and competencies may be vague (Lynch 2009) IKEA are well positioned in order to exploit their unique-resources and core-competences for the long term. IKEA is well positioned to exploit its unique resources long term in comparison to a number of its competitors due to experience (Johnson et al 2008). (For IKEAs position on the experience curve see appendices) Furthermore, IKEA is extremely well positioned because whilst competitors can attempt (with difficulty) to imitate other core-competencies and unique-resources, they cannot imitate IKEAs culture. Stakeholder Mapping Placing IKEAs stakeholders on the power/interest matrix is difficult as the matrix has limitations (Johnson et al 2008). Shareholders IKEAs shareholders are a small secretive trust. Little is documented about them hence it is difficult to position them thus determine whether there is need to reposition or maintain their position. It is however probably safe to assume that they have high power and interest. Pressure groups Pressure groups particularly environmentalists and human rights groups (child labour) have moved in recent years from low power to high power thus likely to be blockers of strategy and must be repositioned to become facilitators. IKEA is could reposition them through Corporate Social Responsibility (CSR) working hand-in-hand with them for their causes. Improving towards environmentally friendly manufacturing as well as suppliers and being transparent about these procedures in the future as the public have caught on to the green-wash (Mintel 2010). Governments Local governments have repeatedly proven to be blockers of strategy. IKEA could take one of two options to reposition them. First option could be to make them an offer, which is profitable in the long term as development is mutually beneficial (Cavusgil 2008). Second option could be working with the World Trade Organisation to tackle unfair trade policies (however, this may take years). China has already changed most the policy it was asked to change by the WTO since 2004 (BusinessSourcePremier 2010). For any strategy to work is important that the implementers of strategy are onboard hence some key employees who are against the strategy might have to be repositioned preferably by involving the gatekeepers in the implementation (Mullins 2006). Repositioning shareholders will result in increased market share, increased profits, increased access to resources, increased competitive advantage as well as increased competition as competitors are likely to react to IKEAs actions (Johnson et al 2008). Strategic Group Analysis Mapping of strategic groups (Appendix F) reflects that IKEA does not fall into a specific group. IKEA is not just a retailer, it is also a manufacturer. IKEA has created its own niche. For the long-term, this might mean focus on maintaining its strong brand image and protecting the niche. Moreover, mapping of strategic groups reflected attractive strategic spaces (Johnson et al 2008), for example there is room for a global-brand which sells bespoke furniture on a global scale. IKEA might want to take advantage of the strategic space long-term perhaps by starting a new brand which targets the gap (Johnson et al 2008). It could also cover strategic space by entering geographical regions which other low-cost global brands have not yet entered such as Africa. PART B IDENTIFICATION OF MAJOR STRATEGIC OPTIONS FACING IKEA STRATEGIC CHOICE IKEA has a low-cost base and reinvests in low price and differentiation, simultaneously seeking differentiation and price lower than that of competitors as evidenced by added value, store design, durability and functionality of products at a low-price. IKEA therefore follows a hybrid strategy (Johnson et al 2009). Hybrid strategy is appropriate for IKEA because there is opportunity for economies of scale and cost reduction and IKEA seeks to enter new markets such as Asia where there are existing competitors (Johnson et al 2008). In addition, Hybrid strategy is recommended as an entry strategy into markets which have established competitors (Johnson et al 2008) therefore it would be highly appropriate for IKEAs future as IKEA seeks to enter markets in Asia and Eastern Europe. Furthermore, Hybrid fits IKEAs core competencies, thus allowing IKEA to sustain competitive advantage. STRATEGIC OPTIONS STRATEGI DIRECTION IKEA competes in different geographical regions, therefore may opt for different strategic options in different regions. North America Northern and Western Europe Consolidation in most of Northern Europe could be an option as there is little or no room for growth. Differentiation strategies when defending market share in order to build customer loyalty and switching costs are often effective (Johnson et al pg.260 2008) Market Penetration is an option in North America and Western Europe (mature stage) as there is opportunity to gain market share, for instance in the USA IKEA has 2.7% market share (Appendix G). Market penetration in this case could be done via acquisition of an existing competitor or merger. Market Development could be a strategic option for IKEA in the UK as life expectancy has increased. Increased ageing population could be opportunity by IKEA to use its core competencies to enter a new market segment. Entering into new market segment could be done by developing a new brand which serves new market segment [existing product offered to new market] (Johnson et al 2008). Methods which could be used to execute this are organic development or merger. Developing Economies Africa, Asia, Eastern Europe, Middle East and South America Market Development entering new territories is an option. IKEA has a proven track record on entering new markets therefore it could take advantage of the growth opportunities in markets such as Eastern-Europe and other potentially lucrative developing economies (Johnson et al 2008). IKEA could pursue market development through acquisition, merger, franchising or licensing depending on the various macro and micro environmental influences (Cavusgil 2008). All regions Product development as a strategic option could work globally. For example, IKEA could use its existing competencies to sell electrical appliances to its existing customer base (Johnson et al 2008). Diversification on existing competences or capabilities is another strategic option which IKEA could opt for. IKEA could start Training and Development, (training on management and teambuilding) as it is renowned for good operations management and teamwork. Consultancy on entering foreign markets could be another route as IKEA has vast experience in this area. IKEA already designs modern style low-cost furniture and could take advantage of this to change the Interior Decoration Industry as this service is usually only afforded by an elite few. IKEA could change this by offering this service at a low cost. The various diversification options could be done through organic growth as suggested diversification is based on existing competences and resources. PART C Evaluating Strategic Options. Consolidation Suitable in Northern Europe as the market is declining (see appendix D) and there is little of no room for growth. Likely acceptable to stakeholders as it is low risk and aims to protect current market share. Consolidation is feasible as no new key resources and core competencies are required in order to execute it. Market penetration This option is suitable given that there is little room for growth in North America Northern and Western Europe. In addition, there are several significant barriers to trade outside the West hence North America, Northern and Western Europe remain important markets for IKEAs future, thus penetration is suitable. Furthermore, gaining market share will help maintain scale advantages which IKEA currently exploit, which is essential to IKEA as a cost leader (Johnson et al 2008). On the other hand, established competitors are likely to in retaliate. Moreover, legal constraints may come into play; for example, in the UK, the Competition Commission can investigate any merger or acquisition which would account for more that 25% of the market (Johnson et al 2008). It is likely that this option will be acceptable to stakeholders as no new competencies or resources are required. The same reason makes it feasible (Johnson et al 2008). Market Development Market Development would be suitable as most major current markets are saturated and at the moment there are new opportunities for entering new segments (UK, ageing population) and new geographical locations (developing nations). Furthermore, it fits well with IKEAs resources and competencies. Market development in the UK is likely to be acceptable to stakeholders as due to low risk. The UK economy is more stable than most and there is political stability. However, market development in regions such as Africa or Asia is likely to be deemed unacceptable as soft currencies pose high financial risk and so does political instability. It can be said that market development would indeed be feasible in any world region as IKEA could carry it out without developing new competencies and resources and has the experience. In a dynamic environment IKEA has little choice but to exploit its existing resources and competencies. On the other hand, feasibility can be questioned due to lack of infrastructure in developing in some nations Product Development (Electrical appliances) Option is suitable. IKEA has the facilities to offer existing customers new products (majority of IKEA stores are large). In addition, it is an opportunity for IKEA to exploit existing knowledge of customer needs of its existing customers. On the other hand, IKEA is known for furniture, introduction of new products risks changing brand image in the customers perspective; hence it might be an unsuitable option. Stakeholders are likely to deem it acceptable because it can be done in existing stores, is low risk and could have a high return. Product development is feasible, as long as IKEA has the resources and competencies. Product development based on new resources and competencies could be challenging for IKEA. Diversification Over the years IKEA has developed several competencies and gained resources which can be applied in other industries. IKEA could provide diversification options at low cost because of existing competencies (e.g. skills) and resources (e.g. employees). These diversification options done through organic development would be feasible as IKEA already has competencies and resources hence other methods such us merger would be of minimum benefit to IKEA This method and option would be suitable because current markets are saturated in major existing markets and it is based on existing resources and competencies. In addition, it is a low risk and low revenue investment; hence likely acceptable to stakeholders. Recommendation IKEA is already a global brand and could work towards expanding as a global brand through Foreign Direct Investment. Market Development in developing economies particularly South America could be seen as the best option out of all the options mentioned. There is political stability in the greater part of this region and the economy is growing at a steady rate in most of South America. IKEA targets young families and students and demographic studies in South America show that this population is not in decline. Many governments in this region welcome investors, thus it is likely to be favourable which will work in IKEAs favour as it already has a significant amount of experience dealing with foreign governments. South American market has not yet been dominated by other global furniture retailers which IKEA competes with. In addition, in comparison to other new markets such as Africa and parts of Asia, South America has better infrastructure making it an even more attractive option (MINTEL 2010). Acquisition or merger would be an appropriate method based on the points mentioned. Market Development in developing economies, particularly South America would therefore be suitable, feasible and most likely acceptable. While other methods such as Franchising and Licensing may be low cost, they are not recommended as it may be challenging to train on culture to outsiders. Moreover, IKEA is the only furniture retailer which provides the unique shopping experience hence the risk of that the franchisee or licensee may take advantage of acquired knowledge is likely to be one not with taking in a potentially large market such as South America Cavusgil 2008). Acquisition or merger would therefore be more suited to exploit IKEAs key resources and core competencies during market development. APPENDIX Appendix A PESTEL ANALYSIS Political Legal Barriers to trade tariffs, taxes, bound to enter into joint venture with local business in China Russia government intervention on rates India government wants to limit IKEAs growth rate in India Politics influences legislation hence Barriers to trade tariffs, taxes, bound to enter into joint venture with local. Economic Economic down turn Subprime crisis, recession Foreign Currency Risk Increase in GDP in Asian some markets ( particularly China India) Socio-cultural Aspirations of middle class to have good quality furniture in the markets in which IKEA competes Demographic aging population in some markets, eg UK Technological Increased use of the internet Environmental GREEN CONSUMERISM Increased concerns regarding environment (eco-friendly) influence manufacturing. Environmental pressure groups Global carbon foot print of suppliers is constantly under question by the public. Appendix B Source: Global Marker Information Database Inter IKEA Systems BV in Retailing World July 2010 Appendix C Industry Life Cycle Industry life cycle is more useful as an analysis tool in some markets that others, as suggested by Dhalla Yuspeh, it has its limitations. Competitive forces change over time, the impact of effects of the five forces therefore varies depending on the Industry life cycle (Johnson et al 2009). The use of the Industry Life Cycle as an analysis tool will therefore be used to analyse the competitive forces in markets which are at the initial stages of the cycle, that is, introduction growth. It will not be used in US UK markets as it is unclear whether these markets are in the decline or mature stage. It will be applied to Aisan and Eastern European Markets as it will allow us to identify the dynamic factors that are shaping IKEAs future. Source: Online Western Europe Mature. North-America and Western-Europe Mature or Decline? Asia, Eastern Europe, South America and Africa Growing. (Competitors attracted to enter market and maximise on advantages of early entry / expansion as other global furniture companies have not yet dominated these markets. Appendix D Market Growth Trend Source: Global Marker Information Database Inter IKEA Systems BV in Retailing World July 2010 Appendix E Porters Five Forces Analysis Bargaining Power of Suppliers Raw materials account for a large portion of IKEA s costs yet power of supplies remains low regardless. There is no or little possibility of forward-integration hence power of suppliers can be said to be low as (Lynch 2009). Little to no possibility of forward integration (mastering the key competencies of IKEA is likely to be a daunting task for suppliers). LOW Supplies/raw materials account for a large portion of IKEAs costs. Raw materials are mostly sourced from. HIGH Buying Power Buyers Low switching costs would increase the power of buyers yet in IKEAs case it does not count as other factors are more significant. Price is important to IKEAs target market and IKEA competes on price hence buyers are unlikely to switch which lowers buyers power. Moreover, there is little or no possibility of backward integration again lowering power of buyers. Little to no possibility of backward integration (buyer competition threat). LOW Low cost of switching. HIGH Price is important to IKEAs market. IKEA is consistently works to have lower prices than several competitors, hence customers are unlikely to switch. LOW Threat of Entrants The market in which IKEA competes, economies of scale are important, hence it is difficult for new-comers to enter as it is likely to take a long time before they can achieve economies of scale. Which in turn makes access to supply channels is likely to be difficult for entrants. Moreover, the furniture industry requires high revenue investments and entrants might find difficulty in raising such funds. In addition, IKEA has differentiated its product also making it tougher for new entrants as it is difficult to imitate. Economies of scale are important it is difficult for new comers to achieve economies of scale. LOW High revenue investment / High capital requirements. New comers might find it difficult to raise such funds. LOW Cost of switching is low. HIGH Access to supply or distribution channels. Differentiation. IKEAs product is highly differentiated. LOW Threat of Substitutes Increasingly high as retailers such as TESCO and Walmart are increasing their furniture ranges (GMID 2010). Furthermore, internet sales on sites such as Amazon are growing and are likely to continue growing in developed markets thus encroaching on store based sales. Product for Product Plenty competition in all markets, low cost of switching HIGH Retailers such as Tesco Walmart are increasing their furniture ranges With the growth in internet retailing sales likely to retain its momentum in developed markets and encroaching on store-based sales eg Amazon HIGH Extent of Competitive Rivalry Western-Europe and North-America as markets are in the mature stage of the Industry Life Cycle thus intensifying rivalry as there is little room for growth. Furthermore, competitors in North-America are equally as big as IKEA Companies such as Nitori in Japan and PPR in Europe are increasingly matching IKEA in offering attractive designs at low-prices through economies of scale and efficient logistics thus gradually eroding IKEAs competitive advantage and intensifying rivalry. Fixed-costs in Russia which is an important Eastern-European Market are high Decline stage of Industry Life Cycle in European Market increases rivalry INTENSE Rivals such as Nitori in Japan and PPR in Europe can increasingly match it in these areas. INTENSE High fixed costs in Russian market INTENSE Competitors of equal size in US market INTENSE Competitors Attracted to enter Asian market as it is growing. Evidence suggests that 1st movers have strategic advantage INTENSE With the growth in internet retailing sales likely to retain its momentum in developed markets and encroaching on store-based sales eg Amazon INTENSE Appendix F Strategic Grouping Mapping of strategic groups reflects that IKEA and some competitors do not fall naturally into one group. Furthermore, it reflects that IKEA is not at the bottom but its not at the top either and has a large geographical coverage. IKEA competes with both local competitors and global competitors hence it does not fall under one specific strategic group. IKEA competes on price, design, product range and geographical coverage. Furthermore, one of its core competencies which is difficult to imitate is, the idea of the shopping experience. IKEA has created its own niche. Appendix G Home and Garden Specialist Retailers Top 10 Global Companies by Value, 2006-2009 Company 4-year trend 2006 2007 2008 2009 Home Depot Inc, The Æ’Â ¨ 1 1 1 1 Lowes Companies Inc Æ’Â ¨ 2 2 2 2 Inter Ikea Systems BV Æ’Â ¨ 3 3 3 3 Kingfisher Plc Æ’Â ¨ 4 4 4 4 Leroy Merlin Groupe Æ’Â ¨ 5 5 5 5<

Advantages and Disadvantages of Robotic Surgery

Advantages and Disadvantages of Robotic Surgery Tresha Reid-Matthew DeVry University Robotic Surgery is a surgical technology in the world of healthcare that doctors are opting to use for many surgical procedures on humans today. Robotic surgery is a procedure that involves a surgeon manipulating the hands of a robot. Many people don’t know enough about  robotic surgery. It is very important for everyone to familiarize themselves with this technology because in the near future this equipment has the potential to take over the operating rooms of many hospitals.The goal of this paper is to give some basic information about how Robotic surgical procedures has evolved and to bring to light some of the ways robotic surgical procedures might affect you one day. When I was faced with the choice of having robotic surgery two months ago I felt like I didn’t know enough about the technology. I had no knowledge of how this type of surgery would affect me. I would like people to be able to understand how this technology will affect their lives.For this assignment I decided to research the advantages and drawback of robotic surgery to inform everyone about this technology so that if faced with this choice you won’t be in the dark like I was. INTRODUCTION On television in shows such as Grey’s Anatomy the process of conventional surgical procedure are acted out on screen for the world to watch. In the near future many scenes in such shows will have to be altered to feature the surgeries being done by physicians with robotic surgical devices (if they haven’t already done so already). Robotic surgeries are becoming very common in our society.It is very important for everyone to know and understand what this practice entail so that if presented with the choice of human or machine one can make the right choice. I was living my life day to day like many people. I exercise when I can and I eat right. For a period of a little over a year I was ex periencing abdominal pains so my doctors put me through many series of exams. One of the test results came back abnormal showing that I had a tumor. Being a young woman that is recently married I was scared so I decided to have my tumor removed right away.When my husband and I sat down to discuss my options with my physician I was given a choice   between a conventional procedure that is performed solely by a human doctor or robot assisted surgical procedure that involves an actual surgeon manipulating the hands of a robotic machine. I was very frightened about the thought of having a machine working on my body because the idea was foreign to me. I heard about robots working on car and I heard of the surgical procedure but I never actually though about being the subject of one of these devices.I wasn’t confident enough about this type of surgery so I opted to go with the conventional type of procedure. Robotic surgery is performed everyday around the world and it has the po tential to dominate the world of surgery, however it has advantages and disadvantages. Discussion Many people might think that this is a topic of no interest to them because right now they don’t need a surgical procedure done or they have no plans of having a surgical procedure. To those people I would like to say neither did I!To make light of this subject the first thing I would like to do is provide a timeline that show a brief history on the development stage of robotic surgical machines. ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1921 a Czechoslovakian play writer named Karel Capez introduced and coined the term robot in a play called Rossom’s Universal Robots†. The play writer based the term off of the Czech meaning of the word â€Å"forced labor† (Long, 2007). ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1923 The term robots entered the English language (Long, 2007). In the begging of the robots career they started relatively as â€Å"dumb machines† that did onl y slavish repetitive tasks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     1985 Robotic Surgeries began with a robotic machine called the Puma 560. The user of the robot was a surgeon named Kwoh et al who perform neurosurgical biopsies with the machine. He wanted to be as accurate as possible and felt the machine would be able to perform a greater precision. ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The next person to use the Puma 560 was Davies et al three years later during a transurethral resection of the prostate Lippincott, W (2004). ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The next system that was later developed was PROBOT. This was a robot designed especially to assist with transurethral resection a man’s prostate.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   During the same time period that PROBOT was being developed, another machine called the ROBODOC was being developed. This robotic was designed to assist with precision of hip replacements. ROBODOC was the first surgical robot approved by the FDA. ?à ‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Researchers from the National Air and Space Administration (NASA) Ames became interested in using the information that was present from the previous robots to develop a technology called   telepresence surgery. The technology of telepresence became the major driving force behind the development of surgical robotic robots as we know them today. Lippincott, W (2004) ? 990’s Scientists from the National Air Space Administration teamed up with the Stanford Research Institute (SRI) to developed a dexterous telemanipulator for hand surgery with a design goal of give the surgeon the sense of   literally operating on the patient in front of them somewhat, instead of from across the room. ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The US Army recognized   the work being done by at the Stanford Research Institute and became interested of treating wounded soldiers remotely instead of putting   the surgeons in arms way the idea was to be able to treat solde rs and decrease mortality by â€Å"bringing the surgeon to the wounded soldier—through telepresence. ? Many of the surgeons and engineers working on surgical robotic systems for the Army eventually formed commercial ventures. These ventures lead to the introduction of robotics to civilian surgical communities. ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Computer Motion, Inc. of Santa Barbara, CA. This company used funding provided by the US Army to develop the Automated Endoscopic System for Optimal Positioning (AESOP), a robotic arm controlled by the surgeon voice commands to manipulate an endoscopic camera.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Shortly after AESOP was marketed, Integrated Surgical Systems (now Intuitive Surgical) of Mountain View, CA, licensed the SRI Green Telepresence Surgery system. This system underwent extensive redesign and was reintroduced as the Da Vinci (one of the world most used surgical assisted device today. ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One year later C omputer Motion put the Zeus system into production   Robotic surgery today has certainly come a long way. The surgical procedure is similar to when it was first developed but more advanced in terms of the many procedures that robots can assist with.The device as we know it today is equipped with cameras and enhanced visual effects, to allow doctors the option of getting inside the body through tiny incisions and reparing what ever is necessary to be repared. The surgical procedure that I underwent conventionally is done by a surgeon making an eight to ten inch cut at the bottom of my stomach (very similar to the cut a woman gets when delivering a baby). I was hospitalized for three days and was given pain medication around the clock. Dr.Thad Denehy, MD (my surgeon) advised me that Robots in the field of surgery have dramatically changed the procedure and that my greatest benefit to having the Robotic Surgery was less pain, less bleeding and less scaring. Since the machine uses cam eras and enhanced visual effects, doctors make smaller incisions. The Da Vinci and Zeus system each use â€Å"arms† to operate. In order for these arms to get inside the body and operate, the robot only requires a one centimeter incision to fit each arm. For my procedure it would have required   three tiny incisions on my abdomen.The cut would have been about   one centimeter in   length (a little less than a half of an inch) to fit the arms of the robot instead of a 20 inch cut (about 8 inches) at the bottom of my stomach. According to Dr. Denehy the advantage to having the robot assist surgical procedure would have been that I would get smaller cuts the smaller cuts. He explained that smaller cuts are better because a large incision would require more time to heal. Another potential great advantage from getting the robot assist surgery Dr. Denhey explained would be less blood loss.This would be good for patients who are anemic (low blood count) or for people with medi cal conditions that cause them to bleed easily. In my case Im anemic so I would benefit from this procedure. With less blood loss and smaller incisions the the Dr. went on to advise me that would be less than half the recovery time of conventional surgery. Two weeks to full recovery instead of eight weeks to full recovery. This could be a determining factor for many people. a person who don’t have the luxury of staying out of work for more than eight weeks would be back to work in some cases as early as one week.According to Dr. Denehy the larger the cut the more trauma it cause to a persons body and the risk of getting an infection is high. Though Dr. Denehyy had such wonderful things to say about Robotic surgery I still wast convinced. One major disadvantage for me was the amount of experience he had with using the Robot assist device. He had only performed 32 surgeries using this machine while with the conventional surgery he had performed over 2000. I was very concerned a bout his experience level with this machine. This surgeon was recommended to me by two other doctors. According to Dr.Wai (One of my regular gynecologist) during my exam (before going to see Dr. Denhey) Dr. Denhey was the best surgeon in her opinion to remove my tumor. I was very freigtened that the best qualified doctor for the job only did this procedure 32 times with the robot that offered so many promises. In my research I learned that since robotic surgical procedure is a new technology   its uses and efficacy have not yet been well established (Anthony R. Lanfranco, BAS, Andres E. Castellanos, MD, Jaydev P. Desai, PhD,*† Ã‚   William C. Meyers, MD   (2011). I spoke with two surgions new in the field (Dr.Steven Choe, MD and Dr. Poovendran, Saththasivam, MD. to see if maybe Dr. Denehy experience level was due to him being an older surgeon. I was very surprised to learn that both new doctors had never used this equipment. I was told by both physicians that it wasnâ€℠¢t mandatory to learn how to use the machine but since the hospital had just purchased the machine they were both going to get training for using this machine. Surgeons start out their careers without learning about the robots initially. It is not mandatory for them to learn how to use the machine. This made me think of another disadvantage.What would happen if the surgeon performing the surgery become ill and need assistance. Who would jump in and assist him with the procedure ? If all surgions arnt on the same page with knowing how to use the machine Im not sure if this surgery is a benefit at all. As a patient I would be most confident knowing that if something should go wrong during the procedure with the health of my doctor another physicial in the vicinity of the hospital is ready and capable of jumping in and completing the procedure. According to Dr. many surgions still lack the skills of working with the surgical robot.Another disadvantage was that to date, most of the stud ies that have been done for the surgical robots has been of practicality of the equipment . The researchers of the technology haven’t done any follow up studies to date on a long-term period. At leart thatwas what my surgeon advised me during my consutation. I also learned that many procedures performed with the robotic surgical device will also soon be redesigned to optimize the use of robotic arms and increase efficiency. This is great for a patient looking to have a procedure done in the future but not so great for a patient waiting to have a procedure done today.Many of the disadvantages seem to be projects that can all go away with time and experience it see very likely that many disadvantages be remedied in the future( Anthony R. Lanfranco, BAS, Andres E. Castellanos, MD, Jaydev P. Desai, PhD,*† Ã‚   William C. Meyers, MD 2011) It became clear to me that though this technology offer many advantages there are some disadvantages that really concerns me. One of them b eing that because this equipment requires a surgeon to move the instruments while watching a video monitor potentially a lot could go wrong.Robot assist surgeries requires the surgeon to move in the opposite direction from the target on the monitor. If the surgeon becomes tired and forgets that he is to be moving in the opposite direction he or she can cause major damages. In order for this to work correctly it require a lot of hand eye coordination and great hand and finger dexterity. The idea that this procedure is done through the eyes and fingers of a human being, lead me to believe that this type of procedure is not safety proof.Perhaps even more important than the probability of a fault is the ability to detect that a fault has indeed occurred and prevent hazards resulting from it, that is, allow the robot to â€Å"fail safely†. This usually involves shutting the robot down and removing it from the patient, and having the operation manually completed by a surgeon. As th e task which the robot undertakes becomes more and more complicated, there is an increasing need for more complex hardware and software components (faster response, better accuracy, more degrees of freedom).This increases the probability of error exponentially. Software is notoriously difficult to reason about, while hardware reliability never ceases to be of prime importance. CONCLUSIONS Robotic surgery is rapidly making its way into the progression of surgical procedures as we know it today. Though the technology is fairly new it’s becoming the choice for surgery for both surgeon and patients. Many individuals still feel that they need time to completely trust theses machines and would probably consider it in a few more years.With the further use of this machine the pros will more than likely outweigh the cons. The more surgeons use this machine they will become more familiar with the different capabilities of Robotic Surgical devices. They will also figure out ways getter better trained and getting a lot of practice using the equipment. More studies will be done on the feasibility of the technology. Conventional Surgical techniques took thousands of years to develop to where it is today adding this new dimension to it will further expand and make better the many practices.People such as myself will take a second look at having the robot assist in with surgical procedures that involve myself and will probably be more excited about having to get smaller incisions and reduced recovery time for after surgery. References Brown University. (1999). Robotic surgery. Retrieved from http://biomed. brown. edu/Courses/BI108/BI108_2005_Groups/04/   Long, T. (2007, January 25). The robot cometh. Retrieved from http://www. wired. com/science/discoveries/news/2007/01/72500 Parmar, A. (2001). STRESS-FREE SURGERY. Siliconindia, 5(10), 44. Interview with Dr. DenehyInterview with  First year surgical resident at saint peters University Hospital Steven Choe Interview with first year sergical resident Povendran, saththasivam at saint peters university hospital Websites http://biomed. brown. edu/Courses/BI108/BI108_2008_Groups/group12/Roboticsurgery. html http://www. ncbi. nlm. nih. gov/pmc/articles/PMC1356187/ http://www. onlineschools. org/robotic-surgical-technology/ http://library. thinkquest. org/03oct/00760/ http://www. medscape. com/viewarticle/466691_5 Anthony R. Lanfranco, BAS, Andres E. Castellanos, MD, Jaydev P. Desai, PhD,*† Ã‚   William C. Meyers, MD SUMMARY

Of Mice and Men †Character study of Curly’s wife Essay

The novel ‘ Of Mice and Men’ is set in America and is about two travelling workers who have been chased off one ranch because Lennie, one of the men did not know how to behave himself. Lennie is large, heavy and ponderous and George is small quick, dark, sharp and restless. Another tragedy happens on the ranch like in weed because Lennie used his strength to kill Curley’s wife. I can sympathise with Curley’s wife although she was a flirt with the other men she was not expecting to be killed by Lennie. We first meet Curley’s wife in chapter two. She is described as heavily made up and wears tarty red shoes. She poses her figure outlined in the doorway of the bunkhouse and is always aware that men are looking at her. This makes me think that she is just looking for attention from the men. George shows the reader that he does not like Curleys wife because George tells Lennie that she is jailbait and for Lennie to stay away from her. Lennie see’s her as an attractive young lady but she is really just a threat to the men on the ranch. In chapter three there is a big fight involving Curly and Lennie. Curley has not liked Lennie since he was looking at Curleys wife so Curley just lost his rag and started punching Lennie but then Lennie just reached for Curley and just grabbed his hand and started squeezing his hand and his hand crumbled in Lennies hand, George told Curley to tell everybody that he got his hand caught in the machine and that is what he told everyone. This just shows how Curley’s wife is acting like a tart and a flirt to get all the men in trouble with Curley.Curley feels insecure because of his wife’s behaviour. In chapter 4 Curleys wife was heavily made. I can sympathise with her because all she is trying to do is make some friends on the ranch but every time she tries to talk to someone they all think she is trying to flirt because she is desperate for attention because she has got an unhappy marriage with Curley and that the men think that she is trying to get them in trouble with Curley.I fell sorry for Curleys wife because on the ranch she was all alone. In chapter 5 we learn that Curleys wife had a dream to be in the movies. I do feel sorry for Curley’s wife because she could have been in the movies but that was just a pipe dream because now she is stuck on the ranch married to Curley with no friends. Curley and his wife have only been married for two weeks and already they both hate it being together on the ranch. I think Steinbeck is trying to get across to the readers that she has no one in the whole world that cares for her. Her death was brutal and quick, at first lennie was just playing with the pup then he broke its neck and that is what he done to Curley’s wife. My final thoughts on Curleys wife is all she was trying to do is make friends on the ranch but she just got pushed out everyone. In chapter six it is hard to feel sympathy for her because she was flirting with the men but she did not deserve to be killed by Lennie. I feel sympathy for Curley’s wife although she was a big flirt and she got treated badly by Curley, she did not deserve to be killed. I think Steinbeck included Curley’s wife in the story because I think that she makes the story interesting because she is the story.

Customer Relationship Management at Tesco - 1613 Words

CUSTOMERS RELATIONSHIP MANAGEMET AT TESCO A Must, Every Customer Wants to be satisfied 7/7/2011 Name: Table of Contents Chapter 1. Executive Summary †¦.†¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 Chapter 2. Literature Review†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Chapter 3. Limitations to Research†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..6 Chapter 4. Research Methodology†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦.†¦..†¦Ã¢â‚¬ ¦..7 Chapter 5. Research Findings and Results †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦9 Chapter 6. Evaluation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...10 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..11 List of Tables 1. Customer Feedback †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦9 Chapter 1. Executive Summary These days customer satisfaction is becoming too important part of industry. It also help to generate revenue †¦show more content†¦Conclusion What we conclude is important with respect to our research. Our conclusion must satisfy our research aim. In this respect our research aim is â€Å"To find out relationship between CRM at TESCO TESCO success story†. Chapter 3. Limitations to Research If a coin has a head then it also has a tail well same here in this research case. Our topic of research â€Å"Customer Relationship Management at TESCO† one can see various limitations which can affect the research. There are some limitations to our research which given below: 1. Lack of funds for the research. 2. Confined to a particular area only. 3. Variety of data is there. As one can’t exactly assume a choice of information filled from target people. 4. Time period for the research is short. In future I want more time availability as then will have more data to analyze. 5. Want more people to help out in the research so that we can have more stall, survey etc. Chapter 4. Research Methodology Every research has certain methods analyzing process which it uses to collect data, transformed it to meaningful information analyzes the result. Data Collection Methods †¢ Form Filling Method †¢ Paid Email Survey †¢ Getting Company’s Sales Data(Optional as companyShow MoreRelatedLoyalty and Customer Relationship Management in Tesco Plc.3674 Words   |  15 PagesDate:12/10/2009 LOYALTY AND CUSTOMER RELATIONSHIP MANAGEMENT IN TESCO PLC. CONTENT PROVISIONAL TITLE†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...4 1. INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦.4 1.1. The Importance Of Customer Relationship Management†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 1.2. Retail Industry†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...5 1.3. Tesco†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...7 2. LITERATURE OF VIEW†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦.7 2.1. Customer service†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦8 2.2. Tesco’s Concept Of Relationship Management Begins And Ends WithRead MoreA Paper Work of Customer Relationship Management of Tesco, and an Analysis of Consumer Behaviour, Business Environment and Pestel .4053 Words   |  17 PagesABSTRACT This study explored the customer relationship management of Tesco. Tesco is the leading retailer in UK. It manages over a thousand supermarkets, hypermarkets, and convenience stores in the United Kingdom, Ireland, Central Europe and Asia. 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They also want to operate fairly and honestly within Tesco stores. Tesco aims to provide a good choice of products, including sustainable, healthy and affordable options. Customers want to be welcomed into Tesco’s and they want the best quality things for the best prices. The mostRead MoreManaging Manager Management And Organisation1622 Words   |  7 PagesIntroduction This report is going to discuss about manager, management and organisation. It will assess the manager, management and organisation. It will assess the significant of manager in achieving organisation success for a company. It will also analysis how size and strategy can affect organisation structure. Finally, it will discuss, explain and suggest how the current structure of Tesco can be changed to improve performance. 2. Manager, Management and Organisation 2.1. Manager Managers are individualRead MoreThe United Kingdom Chartered Institute Of Marketing1354 Words   |  6 Pagesanticipating and satisfying customers’ requirements profitably. The American definition consists of marketing being the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create, exchange and satisfy individual and organisational objectives. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably, (CIM) for example Tesco clubcard, will allow customers to save points untilRead MoreBUSINESS STUDIES unit 2 - p3, m1, d11488 Words   |  6 Pagesoperation of a selected organisation. M1 – explain how the management of human, physical and technological resources can improve the performance of a selected organisation. 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Homepage can decide how truly the viewers are engagingRead MoreTesco.Com as an Online Distribution Channel1451 Words   |  6 PagesTesco PLC is an international grocery and general merchandise retailer based in Cheshunt, United Kingdom. Tesco is the worlds third biggest retailer after Wal-Mart and Carrefour (1), and the largest in the U.K. with a market share of ove r 30%, about twice the market share of its two closest competitors combined. Tesco was founded in 1919 as a brick and mortar business (2) and it would remain as such until 1996 when the company launched its online delivery service. However, it was not until 2000