Wednesday, August 17, 2016

My Book

If this blog has helped you, please support my new book:  "Dillen Smith: The Knighthood" at Amazon.com.  Here is the link to my new book.

You can read my book for free for a limited time from August 20 to August 24, 2016.  Please leave a review at Amazon.com if you read it free.  The reviews would really help my book.  Thank You so much!
Here are some excerpts of the book:

The Knighthood of Dillen
By G.C. Sheys


Chapter 1.  The Dream

So far Dillen Smith’s thirteen years of existence could be described largely as uneventful, even boring.  His daily routine consisted of going to school and coming home.  No wild parties.  No date nights.
His idea of fun was playing with his pets in the yard.
On the outside, Dillen looked like a typical thirteen-year-old. He was tall about 5’8” and lanky.  Everyday, he felt like he was growing although that could not be true because his height remained the same.  He acted a bit clumsy and awkward.  The awkwardness he attributed to his growing hormones.
His dark brown, short hair made him looked younger than thirteen years   He enjoyed playing ball games and computer games, just like any teen  But for the most part, he preferred to be alone and play with his pets- a ferret named Syber and a Guinea pig named Blossom.
His parents – Chris and Linda Smith – were supportive of his endeavors, which basically consisted of nothing since computer games and pet sitting (two of his favorite activities) were not exactly great accomplishments.
But his mom, Linda, always encouraged him to do something phenomenal. She told him to think outside the box.  Be his best self.  Conquer the mountains – whatever that meant.
Linda Smith grew up to be the family beauty.  She was used to being the center of everyone's attention. It was at thirteen, after all, that Linda started joining beauty pageants.  In her youth, she ruled the catwalk.  With her statuesque and thin frame, she caught the eyes of numerous talent scouts. She was a crowned beauty at a young age.  You could say that she was a social success.
Unfortunately, Dillen did not follow in Linda’s footsteps.  Nor did he inherit her social graces.  He was more like his dad – socially awkward and shy.
At forty-five, Linda still had her looks.  She was tall, slim and sported a wavy blonde hair.  Her hair used to be dark brown but she dyed it blonde.  She was a homemaker.  She had not worked since the day she got married.  She found working on top of doing the household chores too stressful.  And when she had Dillen, the more the chores stressed her.
Fortunately, her husband, Chris was moneyed.  Chris was the same age as Linda.  He did not grow up rich.  But he was a computer genius.  He could read and write computer languages like they were plain English.  He got paid huge money for his skills. That enabled him to give his family a comfortable lifestyle.
Chris and Linda met when Chris was tapped by the pageant committee to do some computer works for them.  The pageant needed a computer to be set up on stage to provide the backdrop for the gown and swimsuit competition. Chris, being a popular programmer, was the natural choice for the job.
Chris liked Linda from the get-go.  They had been inseparable ever since.
It was an odd pairing – a computer geek and a pageant winner.  People said they had nothing in common.  That their marriage would last, at most, a year.  But it had been fourteen years and their marriage was still going strong.
Dillen was proud of his parents. But his mom did not seem to reciprocate his feelings. Linda may not say much but Dillen could sense her disapproval of his reticent lifestyle.   She thought he should be a go-getter surrounded by real people not pets.  Her expectations on how Dillen should live his life clashed with his.

It was at his mom’s constant prodding to be somebody at the social scene that Dillen found himself imagining to be a knight, a hero or even an actor to make up for his feelings of inadequacy.  He wanted to be a knight because there was something dramatic about being one. Maybe because they ride a horse through the sunset.
A hero was, of course, hailed by everyone.  He thought it might be cool to be so admired.  Or maybe, he could be a famous actor adored by many.
Any one but himself because he thought he fell short of his mom’s grand expectations.
Dillen sighed.  If he could just do one spectacular thing, maybe his mom would be proud of him.  Sadly, he was just an ordinary boy.  Spectacular things did not happen to ordinary boys like him.
Dillen's introversion made Linda worried. And she had no qualms talking about it to her husband.

Dillen accidentally overheard his parents talked about him one day, as they watched television in the living room.  They didn't realize that he could hear them when he opened his bedroom door on the second floor.  

"Do you think our son has health problems we are not aware of?" His mom asked. 
 
"He's perfect. There's nothing wrong with our boy,”  his dad, Chris, assured his mom. 
 
Linda seemed unsatisfied with Chris’ answer, "it’s not what the teachers said.  They said he’s aloof, withdrawn, and unsociable.  He does not talk to people, just pets.”
“I don't see anything wrong with that.”
“Shy people do not reach their fullest potential.  That's what's wrong with that,” she lamented.
Unlike Linda, Chris could not see what the big deal was.  Shy or not, Dillen was perfect the way he was. Besides, he didn't want a son who was a social butterfly. "Maybe he's just an introvert,” he muttered a reply.
 
"He needs to get out of his shell.  In this case, get out of his room and hang out with boys or girls his age,” Linda said.
 "He'll outgrow this stage.  You'll see,” Chris said.  Chris had been an introvert all his life.  He turned out good despite being shy and withdrawn.  He had no doubt Dillen would too.

 
"I hope so." His mom said. She seemed to stifle a sob. 
 
"Why are you crying?”  Chris asked.  He thought his wife overreacted.
 
“I'm just worried for our son. He is our only son, you know.”
 
“There. There.  Don't worry about it.  He will turn out fine.  Everything will be alright,” he heard his dad said.
 
“We should have bought him those toy robots instead of letting him get pets.  Now, he's talking to the ferret and Guinea pig like they're real people.” Then as an afterthought, Linda asked, “Maybe we should get rid of those pets?" 
 
"The pets are his friends. Getting rid of them might make him depressed. Is that what you want?" 
 
"It might force him out of his shell.”
“That's not the way to do it.  It might make him rebellious.  Give him time. I'm sure Dillen will come around.”
Linda sighed. “I just hope this phase will be over soon." 
 
"It will be.  It will be,”  he heard his dad said repeatedly as if he too tried to convince himself to stay positive. 

When Dillen came out of his room, he pretended not to have heard the conversation between his parents.  He felt bad that he made them worry.  But he felt happy being himself. He could not be anyone but himself.   He did not see any problem with being an introvert either.
 
"Do you want to invite your friends for a sleepover?"  His mom asked when she saw him.   
 
'What friend?' Dillen thought.  “Not this time mom.  Maybe later,”  Dillen would say no each time. 




Despite Linda’s misgivings about his introversion, Dillen loved his uncomplicated life.  He lived simply.  No dramas. No adventures. No surprises.  He preferred it that way.
Well, it was mostly like that until, one day, he experienced something out of the ordinary. Dillen's peaceful existence, all of a sudden, went topsy-turvy.  He didn't realize it then but that day heralded a new beginning.  A world of adventure unknowingly opened up to him. In hindsight, he should have paid attention to the clues.  But he was too preoccupied with his troubles to notice them.
It all began with a weird dream. The first time he dreamt it, he thought he had gone crazy.  The details were a bit fuzzy since he had a hard time recalling them but he could remember a voice waking him up in the middle of the night.
“Dillen, wake up! Wake up!” a man’s voice could be heard pleading him.  He had been sleeping comfortably in his bed for several hours when the voice woke him up.
Dillen did not welcome this intrusion.  He hated to be woken up from deep slumber.  One of the most precious things he treasured in life was his sleep.  A man, especially a growing one, needed his sleep.  But the stranger seemed in need of help. He could not ignore a person in need no matter how much his body screamed for sleep.
He forced himself to wake up, if only to please the stranger.  He struggled to open his eyes. At first, he felt disoriented.  He couldn't remember where he was.  It was dark.  The only light he saw was from a distant street light.  It took several seconds to get used to the darkness. Then, it dawned on him that he was in his bedroom.
Dillen could see the man stood at the center of his room.  But the vision was not so clear.  Largely, because he was still sleepy and the room was dim.
He felt scared but sleepiness overtook the fear.  Also, he was curious to see the person who woke him up.  He wondered what the man was doing in his room.  He could not be a thief.  A thief would not wake up a homeowner.  But he could be wrong.  “Who are you?” Dillen mustered the courage to ask.
He could see that the man was dressed in metal gear from head to toe.  He looked like one of those horse-riding Knights from the Medieval.  His face was not covered by the metal gear. Dillen could see parts of his face illuminated by the street light, enough to give him an idea of how he looked like.
“I'm a knight.  I come from the past.  We need you Dillen.  Please help us,” the man pleaded.
 Dillen could hear the urgency in his voice.
“But I am not from the past.  I'm right here in the present,” he mumbled an incoherent reply. The drowsiness made him sound more like a drunk.  He struggled to keep his eyes open. But all his body wanted to do was fall back to sleep.  The bed just felt so inviting and comfy.
“You can go back to the past, Dillen.  You have the means to do so. All you have to do is accept the offer.  Please help us.”  With that, the voice faded away and the man vanished.
Dillen did not have a chance to ask questions.  He wa fast asleep.  But seconds later, he stirred wide awake.  He could not recall exactly what had transpired but he could remember seeing a man in his room just a minute ago. Instead, he found himself staring blankly at the wall.
‘Did he just dream all that…again?’ he wondered.
He had dreamt the same dream for ten nights in a row now. He did not know the guy. He had no idea why the man kept showing up in his dream.
At first, he shrugged it off as just an ordinary dream.  Maybe, it was a way for his tired body to cope.  But this had went on for far too long for him to ignore.  Besides, it was creepy!  The man did not seem evil but he did not welcome the intrusion night after night.
Dillen was resolved to put a stop to this dream.  He needed to act on it.  Fortunately, the next day was a Saturday.  There were no classes. He could talk to his mom about the recurring dream. Perhaps, she could help him.
He glanced at the clock on the side table.  It was ten minutes to two in the morning.  Too early to get up.  Dillen went back to sleep. He was dead to the world in no time.


The next day, he talked to his mom about the recurring dream that kept him awake at night.
 “The guy looks like someone from the olden times, he wakes me up in the middle of my sleep every night.  He has done this for ten nights in a row now,” he complained.
 “Does he look familiar to you?” his mom asked.
“No, I never saw him before.”
“That sounds creepy! Does he scare you?”
“Actually no.  He seemed like a nice person.”
“What did he say to you?”
“He wants me to go back to the past to help him.”
“The past? It is not possible to go back to the past. It does not make sense at all. Well, dreams don't make sense after all.”
“I wonder what the dream meant?”
“Next time, why won't you ask him how you could go back to the past and help him? Maybe that will answer your question on its meaning.”
“I get so groggy, I often forget what to ask.”
“Maybe your subconscious mind is telling you something. Or, the message holds some clues to your past life or your future.”
“What clues?”
“I don't know son.”
“I have no idea what the dream meant. I just want it to stop.”
“We should go see a therapist next week. He will have much better idea on how to interpret your dream.”
“Will the dream stop if I see a therapist?”
“Maybe so.  At least, the therapist can tell you how to.”
“Okay.”
“If it makes you feel any better, I will go check on you several times tonight.  Maybe if you have company, he won't show up.”
Dillen nodded.  “Maybe so.  I just hope he won't show up tonight. It's freaking me out.”
“If he will, call me.”
“I will. Thanks mom.”
“Anything for you, son.  Don't worry about it.  It's just a dream.  If he meant to harm you, he would have done so ten days ago. We'll figure out a way to make it stop.”
Dillen heaved a sigh of relief.  Indeed, if he was a bad person, he would have harmed him since day one. “Thanks mom.”
“Why won't you set the table?  Lunch will be served soon.” Linda said, “ and oh, before I forget, could you please bring this green bean casserole and pecan pie to our neighbor, Mr. Ridley?  He loves green beans and the pie  I'm sure he will love both dishes.”
Mr. Bach Ridley was their seventy-nine year old, widower neighbor who lived alone in his house.  Dillen's mom would sometimes give him food. Perhaps, to cheer him up because he seemed so solitary. They had been neighbors since Dillen could remember. 

Mr. Ridley often saw Dillen when he would leave for school. Or, when he got home from school.  The old man had a habit of sitting by the porch each afternoon until the sun sets.  He did not talk a lot. He liked to be by himself, much like Dillen. Mr. Ridley would wave his hand at him every time he walked past his house. That was largely the extent of their interaction. Despite Mr. Ridley’s aloofness, Dillen grew fond of him. 
Being next door neighbors, Mr.  Ridley was invited to every single one of Smiths' Thanksgiving and Christmas parties.  If he could not show up for some reason like an illness, Linda would ask Dillen to bring him some food.
During Thanksgiving, Dillen would bring a huge slice of turkey, mashed potatoes and gravy, corn, meatloaf, cheesecake and his favorite, sweet yams.  On Christmas, he would get a slice of ham, cornbread, potato salad, baked beans and chocolate cake.
Dillen remembered the dishes he brought because he helped prepare those foods. Also, they prepared the same foods year after year for each occasion.  Which was a good thing because he only ate some of those dishes on those occasions.  It made him look forward to those days.

Dillen went to Mr. Ridley's house and knocked on the door.  He brought the casserole and pie with him.
“Who is it?”  Mr. Ridley asked.
“It's Dillen! Mom asks me to bring you some food.”
“Come in Dillen.”
When Dillen stepped inside the house, he saw Mr. Ridley sitting on the dining table, all by himself.  He had a loaf of bread, a stick of melting butter and a cup of dark coffee on the table in front of him.  “You're just in time for my lunch,” Mr. Ridley said.
Lunch didn't seem much for Mr. Ridley.  Dillen was glad he brought him some real food.  The old man needed proper nourishment especially at his age.
Dillen laid the food on the table. “Mom knows you love green beans.”  The bean casserole was in a small, rectangle-shaped, disposable silver serving dish.  The pecan pie was in a small, round-shaped, disposable silver dish. It was a lot of food for one person. Mr. Ridley would probably eat the food for a day or two.
“And you bring pecan pie too.  This is one of my favorites.”  Mr. Ridley declared.  “These are a lot of food son.  Please tell your mom thank you.  I truly appreciate her generosity.  And thank you too for bringing the food to me.”
“No problem at all. Mom loves to cook and share her food to you.”
“She's a good woman. She looks after me like I'm her dad.”
“She does look up to you like a father.  And we are happy to help.  You need all the help you can get.”
“Do you have grandparents?”  Mr. Ridley asked.
“I do but they live so far away. I barely see them except on special occasions.”
“I won't mind if you call me grandpa.  And it does get hard around here since I'm alone.” Mr. Ridley said as he glanced at the bread and coffee on the table. “I meant to cook something for lunch but my gout bothers me.”
“Don't you have children or grandchildren?”
“I do.  But, like you, they live far from me.  They have their own families now too. They're too busy to come and see me.”
“If you need help Mr. Ridley, you can always count on me.”
“Nah, it's ok. I can manage.  I'll be fine.”
“I don't want you to think that you're a bother.  You will never be a bother. I'll be glad to help.”
“Thank you Dillen.  You're a good boy, son. Your parents are lucky to have you.”
“Thank you for the compliment.  I'd better get going now.  Mom will serve lunch soon.”
“Thank you Dillen.”
“You're welcome.” As Dillen turned to go, he accidentally brushed off one of the framed pictures on top of Mr. Ridley's table.  The picture frame fell to the floor.
“Oops.  I didn't mean to do that.  I'm sorry.  I'm so clumsy,” Dillen apologized.
Good thing the picture frame did not break.
Dillen stooped down to pick it up.  When he looked at the picture on the frame, he had the surprise of his life.  His heart skipped a beat.  The man on the picture was the same man who appeared in his dreams for ten nights now!  What were the odds that he would find him in Mr. Ridley's house?
“Mr. Ridley, can I ask you something?” Dillen asked as he picked up the framed picture and stood up.
“Yes of course.  What is it?”
“This man in the picture.  Do you know who he is?”
“He is my friend.  Someone I know from the past. Why do you ask?”
“He appears in my dream for ten nights in a row now. Could you please tell me his name? Maybe it will help solve the mystery.
“His name is Artos.  I haven't seen him for years.  I was fifteen years old when I last saw him.  I kept that picture as a souvenir.”
“Do you know where I can find him? Or, at least, contact him?”
“No. The last time I saw him I was in Boston at that time. I never talked to him after that.”
“Is there a way that you can contact him?”
“No.  I can't.”
“Do you know his last name? I can search his contact details online.”
“Unfortunately, I don't know his last name.”
Dillen sighed.  All he got was a name.  There were so many Artos all over the world.  How would he find him? “I've been wondering about this dream and the guy.  I don't know what to make of it,” he confessed.
“What do you see in your dream?”
“This guy is asking me for help.  He said he's from the past.  Whatever does that mean?”
“He could be in trouble. And, he literally needs your help.  That could be a possibility.”
“But how can I help him? I don't even know who or where he is.”
“He will manifest in due time.”
“Do you think so?”
“He will. Just be patient,” Mr. Ridley seemed so confident.
“I hope so.”
“Let me know if you dream of him again tonight.”
“I will.” Dillen replied, “I’d better get going.  Mom is waiting for me.”

During lunch, his mom asked him questions but Dillen's mind was on the picture. Artos – the guy’s name.  He thought of the name over and over. He needed to find out more about this guy.
“Are you alright son?” Linda asked.
“Yes just wondering about my dream.”
“Just let me know if he shows up again tonight.”
“I will.”
After lunch, Dillen headed to his room.  He used his tablet to search for “Artos”online.  The search produced numerous results.  He clicked on the images to see if they resembled the man in his dreams.
The search was not successful. Dillen did another search.  This time he keyed in the words “Artos knight” mainly because the man looked like a knight.  The search results showed images of various men.  He kept searching through the images until he stumbled on a knight who looked similar to Mr. Ridley's friend, Artos.
The result showed an image of a knight who looked like the man in his dream.  According to the search results, the man was the great grandson of King Arthur of the Knights of the Round Table.  What made it so surprising was his birthdate.  He was born in the 1800’s.  That would make him more than three centuries old!  It could not possibly be the same Artos whom Mr. Ridley befriended.  Or, the one who appeared in his dreams. He could not be three hundred years old.
Dillen got confused more than ever.  Why would a three hundred-year-old man pay him a visit?
He could not find immediate answers to his questions.  Perhaps, his dream meant nothing.  Maybe, if he would forget about it, the guy would not come back.

That night, the dream that Dillen dreaded didn't recur.  Surprisingly, the next day on a Sunday night, he didn't dream of Artos too. He happily reported to his mom that the dreams stopped. He also told Mr. Ridley on Monday, before he left for school, that the dream didn't recur.
“Good for you.” Mr. Ridley said.
“I think talking about the dream helps put a stop to it. I'm glad it's over. I got scared seeing the same dream again and again.”
“It could be a sign Dillen.”
“A sign?”
“Of something bigger.  That you're meant to do something big in the future.”
“What could that be?”
“I think we will find out soon enough.”
Mr. Ridley's words puzzled Dillen.  But he didn't give much thought to them as he needed to hurry for school.

Wednesday, August 1, 2012

How Markus Frind Build an Online Empire in PlentyofFish.com


Markus Frind started the renowned free online dating site PlentyofFish.com. In 2006, he earned an estimated $10,000 a day from Adsense. Currently, PlentyofFish is reported to have 45 million visitors and 1.1 billion pageviews monthly earning Frind approximately $5 to 10 million annually.

So how did Markus Frind achieve this seemingly impossible feat? For would-be online entrepreneurs, Markus delineates 17 doable steps that could help spur business. These are:

1. Timing is Everything – Knowing what the market needs and addressing it promptly is crucial. Growth of an online business is often spurred by being the first-mover. For instance, Lavalife used to be the only dating site in Canada and this contributes to the fast increase in membership sign-ups.

2. The Power of ‘Free’ Business Model – free sites always attract a lot of attention. When PlentyofFish came online, it was the only free dating site which was instrumental for its massive success later.

3. Forming a team is Not Necessary – When starting an online business, it is not necessary to hire employees immediately. This is because almost all work, except for few technical issues, can be automated.

4. Offline Marketing is Not Necessary - Offline promo is only good when there is a huge customer base. However, if you are just starting and want to attract more members to your site, offline promo is not needed.

5. Success is Not Based on One Thing – There is no single, surefire formula for success. Success happens due to an amalgamation of factors. One cannot just copy a popular website like Google and be successful. Success is due to having the right idea that address people’s needs at the right time.

6. Uptime is Equally Important to Innovation – Redesigning the site is good. Having a consistent uptime however is just as important as the skill in redesigning a website because as the site grows, more and more users will be coming to it and it is necessary that it stays up so as not to drive potential users away.

7. Make Unique Sites - create sites that no one else has made. Sites may have low number of visitors but if they have high EPC or earnings per click, they will make more money

8. Good Work Ethics – whenever you find yourself running out of ideas just force yourself to type words. Later, working would become a habit.

9. Function over Form – the value of the site and its functions are more important than its design. Site should be useful to the reader. Ads should not be too obvious. Improvements should be introduced.

10. Think of ways to monetize your site before building it. See the potential ways to earn money first like Adsense, affiliate marketing and others.

11. Don’t be discourage. If you drive traffic to your site, it can have good earning potentials for you. Just persevere even if you are only earning a few cents per month. As the site grows, so do its pageviews.

12. Learn what is necessary. Pick out new things even from your competitors and do things better than them.

13. Monetize Your Site. There are other money-making ventures other than adsense. When you generate traffic, it is good to look at other options in order to earn higher.

14. Know the Limits of Your Business. Do not try to adopt business models that do not fit into your current one. For instance, turning your site into a paid one instead of being a free dating site. This could confuse users. Also, aiming to expand to an already saturated market.

15. Always have a goal. A goal will inspire you to work harder. This will also deter you from being complacent.

16. Success does not fall on your lap. Planning alone will not make a business a success. There is no substitute for hard work.

17. Costs vs Profits – knowing how much you need to spend will enable you to determine how much sales you need in order for the business to become profitable. For sites with at least 100,000 unique visitors per day, operational costs in the form of hardware and software could would be necessary. If the costs run to 2-3 cents per unique visitor then advertising is enough. If you incur a cost of 10 cents per unique visitor then selling a product or service would be a good idea.

How to Think and Grow Rich : Qualities Needed to Attain Wealth

Man’s quest for wealth and financial freedom has always been the center of struggles and aspirations. The need for financial security goes beyond mere luxury. It is in consonance with our instinct for survival. Being able to afford the basic necessities – food, clothing and shelter – gives us the freedom to aspire for greater things in life.

In the search for wealth, man has tapped into inner resources to reach their goals. One important way to become rich is to tap mental prowess. The mind offers an unlimited resource for success. We can employ the mind to attain financial success.

Think and succeed. That is the formula in a nutshell. What it entails though is nothing but simple. Learning how to think and grow rich through mental efforts require discipline, persistence and a lot of faith.

Faith is at the heart of this whole exercise. Belief serves as the foundation or building blocks with which to create the wealth. Without faith, it will be hard to manifest the desires or persist in going after the goal.

Faith means knowing for certain what one doesn’t really know for sure. It is relying on instincts or intuition. The reality is first formed in the mind before it will be actualized. It does not require proof. Reality may paint a different picture but faith does not allow it to mar its aspirations.

Imagination is an important mental tool on learning how to think and grow rich. Having a definite goal in mind complete with the littlest details will surely aid our efforts geared towards the right direction.

Persistence is another key on learning how to think and grow rich. Sometimes goals take a long time to accomplish. There will be obstacles along the way. Not only that, the path to success is littered with failures. Most people find it easier to just give up the fight and accept defeat.

Persistence, though, helps us to prod on despite the difficulties ahead. Some takes years to master a craft. Others take a few days. The degree of success is measured by how long we travel and how much we overcome to get to the destination. The most difficult feat often gets the most accolades.

Discipline is the binding force that unites these traits to utilize them to a common goal. Without discipline it will be hard to persist, to use the imagination and to have faith. Discipline enables one to focus on the tasks at hand with the end in mind.

Basic Marketing Processes in an Entrepreneurship: Rewards of an Entrepreneurship

According to Kyle (2006) the basic marketing processes in an entrepreneurship are:

1). Analyzing the customers and the business environment in order to

2) identify key opportunities to better and more profitably meet customer needs,

3) figuring out how to act on those opportunities, and then

4) implementing your plan.

Analyzing customers and business environment means identifying your target market, knowing their buying patterns and other pertinent information and also knowing the competition since they form part of business environment.

Identify key opportunities to meet customer needs. Once the market is identified, know the needs that the company can cater to.

Figure out how to act on opportunities is finding ways to explore and exploit these opportunities and translate them into profits.

Implementing the plan means carrying out or executing the plan in the course of doing business.

Rewards of an Entrepreneurship

Running a business is truly rewarding and interesting career. For one, you learn so many things in running and managing a business. At the start of a business endeavor, it is common to see the owner involve in all aspects of business operation from marketing to accounting. The knowledge one gains from this experience is truly invaluable.

Running a business also helps a person to acquire or enhance good qualities such as hard work, ability to deal with people, resourcefulness, leadership, patience and many other desirable traits.

Business will also expose one to several people and business organizations. In the course of running a business, social interaction is always a necessity. Meeting people from all walks of life and becoming acquainted with various corporations are but a few of the privileges one enjoys as a businessman.

Being a business person truly makes one well-rounded. It will expose you to a number of challenges and opportunities. Everyday you get to handle different situations. There is no dull moment in business.

Marketing Strategies of Friday's: The Legacy of Casual Dining Experience

T.G.I. Friday's which is often referred to as "Friday's" is an American restaurant chain which focuses on casual dining. To date, they have more than 500 restaurants worldwide. The company forms part of the Carlson Companies.

Its name is derived from the expression "TGIF" ("thank goodness [or "thank god"] it's Friday"). Its trademark appearance is red-striped canopies, brass railings, Tiffany lamps, and antique décors. The following are the marketing strategies used by TGIF :

Smaller Portions

TGI Friday's smaller portions promo at a much cheaper price in restaurants started in 2007. Now, they currently hold the title 'Leadership Role in Portion Control' as they introduced three new entrees and mini desserts. "Right Portion, Right Price" menu currently numbers eleven entrees which are priced from $5.99 to $9.99.

Guests also have the option to partake of smaller portions of desserts with Mini Dessert Shots, a selection of two shots from the following flavors: Rocky Road, Chocolate Raspberry, Peanut Butter Cup, Chocolate Chip Mint and Orange Cream. TGI Friday's intends to make 'Right Portion, Right Price' a permanent addition to the menu and the entree choices are growing.

A year after it introduced smaller portions to its menu, the less food strategy generates more customers and bigger profits for TGI Friday's. In 2007, the casual dining sector experienced difficulties attracting customers.

The entire casual-dining industry pegged the decrease of guests to around 2.8 percent but TGI Friday's number of customers grew by 1.4 percent compared to 2006 figures of same period. Knapp Track, the casual dining index, revealed that TGI Friday's have outdone the competition in casual-dining industry.

Employee Empowerment

In the service industry, suggestions for improvements in quality in hospitality operations always zero-in on the use of empowerment as a strategy for the management of employees.

Analysis should be made to determine if the employer initiatives intended to empower employees are initiatives which are merely labeled as empowerment or are actually empowering. To determine this, empowerment is observable in the way an employee develops a sense of personal efficacy.

TGI Fridays is an organization that offers service to customers that is characterized as "mass customization". The successful service encounter in TGI Friday's restaurant enables the employees to provide customers with advice and counseling in their choices of meals and providing a personalized service performance.

To attain this, employees are managed through a group of approaches which are give "empowerment through involvement". This means the development of personal efficacy and customer engagement in service performance, but to a limited degree focused on the carrying out of their roles.

Marketing Efforts

TGI Friday's national marketing efforts were able to greatly increase sales and penetrate new markets. Continued spot radio in select markets, outdoor advertisement, print placement and national and local promotions -- T.G.I. Friday's restaurants gained coast-to-coast exposure through network television. T.G.I. Friday's restaurants run national television advertising.

Applicable Business Strategies for TGIF

TGI Friday's being a pioneer in the casual-dining industry, it is fortunate to establish a large base of clientele who are loyal patrons to the company. It is important therefore to develop this brand name, trademark and strong client base. It is recommended that TGI Friday's business strategies should include:

a). continuously capitalizing on the brand-name recognition and goodwill associated with T.G.I. Friday's restaurants;

b). expanding the Company's restaurant operations through the development of additional T.G.I. Friday's restaurants in its existing development territories and through the development of new restaurant concepts and the acquisition of restaurants operating under other restaurant concepts; and

c) increasing its profitability by continuing to enhance the dining experience of its guests and improving operating efficiency. Industry leadership, innovation and standard of excellence define T.G.I. Friday's experience. The legacy of a fun experience and fantastic food and drink, T.G.I. Friday's restaurants provide an environment where families and individuals experience fun-filled, casual dining experience.

Tuesday, July 31, 2012

Dealing with Cross-Cultural Factors in International Marketing: Three Main Approaches to International Marketing

The three main approaches to dealing with cross-cultural factors in international marketing that could be applied to the marketing of a product/service combination are the following:

Hofstede's Dimensions. Geert Hofstede, a Dutch researcher, conducted an interview on a large number of IBM executives in various countries, and the results revealed that cultural differences tended to center around four key dimensions:

* Individualism vs. collectivism: This aspect answers the question: to what extent do people believe in individual responsibility and reward rather than having these measures aimed at the larger group? Contrary to the usual thinking, Japan actually is not as collective as it may as it ranks in the middle of this dimension, while Indonesia and West Africa rank toward the collectivistic side. The U.S., Britain, and the Netherlands rate toward individualism.

* Power distance: To determine power distance, one should ask: To what extent is there a strong separation of individuals based on rank? Power distance seems particularly higher in Arab countries and some Latin American ones, while it is more modest in Northern Europe and the U.S.

* Masculinity vs. femininity involves a somewhat more vague concept. "Masculine" values involve competition and "conquering" nature by means such as large construction projects, while "feminine" values involve harmony and environmental protection. Japan is one of the more masculine countries, while the Netherlands rank relatively low. The U.S. is close to the middle, slightly toward the masculine side.

* Uncertainty avoidance involves the extent to which a "structured" situation with clear rules is preferred to a more ambiguous one; in general, countries with lower uncertainty avoidance tend to be more tolerant of risk. Japan ranks very high. Few countries are very low in any absolute sense, but relatively speaking, Britain and Hong Kong are lower, and the U.S. is in the lower range of the distribution.

One problem with Hofstede's original work was it did not address the fifth dimension of long term vs. short term orientation whichhas been proposed. A concrete example of long-term vs. short-term is in the U.S., managers like to see quick results, while Japanese managers are known for take a long term view, often accepting long periods before profitability is obtained.

Edward T. Hall's High vs. low context cultures: In some cultures, "what you see is what you get"-the speaker is expected to make his or her points clear and limit ambiguity. This is the case in the U.S.-if you have something on your mind, you are expected to say it directly, subject to some reasonable standards of diplomacy.

In Japan, in contrast, facial expressions and what is not said may be an important clue to understanding a speaker's meaning. Thus, it may be very difficult for Japanese speakers to understand another's written communication. The nature of languages may exacerbate this phenomenon-while the German language is very precise, Chinese lacks many grammatical features, and the meaning of words may be somewhat less precise. English ranks somewhere in the middle of this continuum.

Ethnocentrism and the self-reference criterion. The self-reference criterion refers to the tendency of individuals, often unconsciously, to use the standards of one's own culture to evaluate others. For example, Americans may perceive more traditional societies to be "backward" and "unmotivated" because they fail to adopt new technologies or social customs, seeking instead to preserve traditional values. In the 1960s, a supposedly well read American psychology professor referred to India's culture of "sick" because, despite severe food shortages, the Hindu religion did not allow the eating of cows.

The psychologist expressed disgust that the cows were allowed to roam free in villages, although it turns out that they provided valuable functions by offering milk and fertilizing fields. Ethnocentrism is the tendency to view one's culture to be superior to others. The important thing here is to consider how these biases may come in the way in dealing with members of other cultures.

Marketing Strategies of Virgin Group: SWOT Analysis

Virgin Group's brand manual says "Our people come first." Virgin realizes the importance of employees in the success of the company. They develop loyalty from their own employees in order to build their reputation.

Environmental and Organizational Strategic Issues

Virgin Group finds new ways to lead the airline industry on environmental issues. The airline's brand new fleet is one of the most fuel and carbon efficient fleets being operated in the world.

The Virgin Group has also plan to reinvest all profits from Virgin-transport related businesses to renewable fuels research and other "green" initiatives that combat climate change. Virgin's current environmental initiatives include: a fleet and flight path analysis program to collect and analyze fuel burn data; operational programs that reduce carbon emissions; employee-focused green incentive efforts; and use of green guidelines in various procurement and operations decisions.

On 9 February 2007, Richard Branson, the owner, announced a new Global science and technology prize-The Virgin Earth Challenge. This is done to encourage technological advancements that will promote sustainability and welfare of mankind.

The Virgin Earth Challenge will award $25 million to the individual or group who are able to demonstrate a commercially viable design which will result in the net removal of anthropogenic, atmospheric greenhouse gases each year for at least ten years without countervailing harmful effects.

The basic condition is the removal must have long term effects and contribute materially to the stability of the Earth's climate. Virgin's environmental and organizational strategies maybe branded as 'maverick' a bit radical even weird at times but are effective.

Their thrust to take into consideration sustainability in their business decisions is truly noble and remarkable. The company should continue in their commitment to engage investors, environmental groups and employees efforts toward the protection and promotion of environment.

SWOT Analysis

Strengths The Virgin Group's strength is a strong brand name. The main advantage for this group is that they are experienced in two different kinds of distribution - in stationary trade and in mail ordering. The group is far less integrated than other big groups which make them more flexible compared to others.

The Virgin Group has a strong brand name which is strongly associated with its billionaire-owner Richard Branson. Branson's experience is multiple particularly in introducing new products in a competitive marketing environment. It has high budget or investment which can pay for quality labor, services or products.

Weaknesses

The irony is that Virgin's strong brand name is also its weakness. This is because Virgin's image used to be that of a rebel and always taking the consumer's side. With the introduction of Virgin Trains and Virgin Credit Card, the image seems diluted now. Consumers are confused as to its identification now. It was also known to be a brand for young people. But with the introduction of Virgin Cars and Virgin Atlantic, the image has changed now.

Virgin's expansion and mixture of different businesses seem to produce image problems to the company. With its services and products ranging from trans-Atlantic flights, records, cola, lingerie, electricity, trains, concerts, holidays and mobile phones, the brand message seems to grow confusing.

Opportunities

Opportunities exist for Virgin in new markets such as in Australia. The Virgin airline can still make headlines as it competes with other established airlines and creates impact in its lower pricing.

Threats

Virgin is not a leading brand in any of its business. In its flights, electricity, music, cola and other ventures Virgin was never the market leader. It maybe internationally recognized but some of its products are not.

Virgin doesn't introduce new innovations. What it usually does is create a product similar to an existing product and sell it at a lesser price or offer a variation to it. Virgin merely follows others but never blaze the trails so to speak. Virgin maybe a strong business but it is not a strong brand.

A strong brand is not brought about a strong business but by a strong name and identity or something which only the brand can offer. This is not so with Virgin Group.

How New Balance Can Increase Market Share: Business Strategies of New Balance

New Balance holds only 3-5% of the market share of the shoe industry. Nike leads the pack with 30.4%. Issues New Balance Need to Address

1. Outsourcing issues. With their major competitors outsourcing to other countries for production, New Balance needs to look into this issue and examine how it can incorporate this in their business strategy. Outsourcing need not be the way to go but they could, for instance, put up New Balance manufacturing plants in Asia which are intended mainly to cater exclusively to Asian customers.

2. "Endorsed By No One" philosophy is another issue which they could look into. Having no identifiable single representative of the product could be a disadvantage because Nike's popularity hinges on its being identified with the best athletes in the world.

3. Their share of the market. A mere 3-5% market share compared to Nike's 30.4% does not appear so impressive. They need to look into ways to increase the number of their customers.

How New Balance Could Increase Market Share

* Multinational customers could potentially increase their market share. In 1995, Nike's international operations accounted for 36.06 of its total sales. New Balance should recognize the fact that the demands from international markets will increase in future.

* The changing US demographics could also be a factor as there is a rising number of Hispanics, Asians, and African Americans. These groups have different shoe preferences that New Balance should be able to satisfy. New Balance should determine the next generation of loyal customers and provide for their needs.

* New Balance marketing efforts seemed focused on sports footwear or athletic lines. There are other venues that can be tapped for increased sales such as casual footwear, women's shoes and children's footwear.

* New Balance should improve their ways of conducting business online. The online market is huge. New Balance could tap into this huge source of customers. They must make their more user-friendly to attract more visitors. More visitors often translate to more sales. Their website should also be more interactive and allow customers to have their say with regards to the shoes, designs and other matters.

* New Balance should also conduct surveys on their customers to know what they really want. Trends and styles change often.

* New Balance could introduce a Loyal Customer Program just like their Nike counterpart. In this program, points are added to an account after a purchase. The points would vary depending on the amount of the purchase. New Balance allows customers to buy products through the points the customers are able to accumulate.

New Balance may not hold the lion share of the shoe industry but it certainly has a lot of potentials. Being one of the more established companies in the footwear industry, New Balance certainly offers a lot of value to the customers.

Marketing Strategies of New Balance

New Balance is one of the leading global athletic products company. They aim to produce superior footwear and athletic apparel for better performance. New Balance shoes are offered in six different widths intended to fit the feet better. The sizes range from small 2A to big 6E. New Balance has 18 different models to accommodate all kinds of shoe sizes. This shoe particularly fits the needs of athletes.

Marketing Strategies of New Balance

World-class athletes play a role in New Balance's aims. The marketing approach and relationship with athletes are particularly observable in their athlete's centers where design, development and testing of products are conducted based on athlete's special needs. Clearly, New Balance is bent on pursuing quality not just quantity. Their shoes are designed and built to fit and withstand the rigors of athletic training.

New Balance promotional efforts are geared towards races, teams, youth sports, tract and field and training programs instead of focusing on one particular sports talent. This is their way to provide support to grassroots athletics. New Balance also sponsors various charitable organizations and programs worldwide.

Global Presence

New Balance employs almost 2,800 people all over the world. Their products are distributed in 120 countries on six continents.

U.S. Manufacturing & Distribution

New Balance is remarkable in fact that it continued its manufacturing function in the United States (as of 2007) as well as in the United Kingdom for the European market unlike its competitors that outsourced its production to low-priced labor in Asian countries. New Balance owns and operates five factories in New England - three in Maine and two in Massachusetts as well as one in Flimby, England.

A seventh factory in CA, owned by one of foreign suppliers, makes New Balance footwear exclusively. It also maintains distribution facilities in Lawrence, MA and Ontario, CA. New Balance undergoes challenges in their decision to maintain domestic manufacturing. With higher costs for labor, they need to remain competitive in the face of still competition.

Their decision not to outsource to other places with cheaper labor is brought about by their need to ensure the best fitting, best performing shoes and apparel through better technology and production methods. It is also to ensure that the standards they uphold for the last 100 years in shoe manufacturing remain the same. New Balance continues to manufacture 25% percent of its shoes in the U.S. and increases the number of pairs produced each year.

They were able to achieve this feat by re-investing in the latest technologies and using lean manufacturing techniques. It is their priority commitment to maintain strong manufacturing base in the U.S. despite the odds. Their determination to do so makes New Balance truly remarkable.

How New Balance Can Increase Market Share: Business Strategies of New Balance

New Balance holds only 3-5% of the market share of the shoe industry. Nike leads the pack with 30.4%. Issues New Balance Need to Address

1. Outsourcing issues. With their major competitors outsourcing to other countries for production, New Balance needs to look into this issue and examine how it can incorporate this in their business strategy. Outsourcing need not be the way to go but they could, for instance, put up New Balance manufacturing plants in Asia which are intended mainly to cater exclusively to Asian customers.

2. "Endorsed By No One" philosophy is another issue which they could look into. Having no identifiable single representative of the product could be a disadvantage because Nike's popularity hinges on its being identified with the best athletes in the world.

3. Their share of the market. A mere 3-5% market share compared to Nike's 30.4% does not appear so impressive. They need to look into ways to increase the number of their customers.

How New Balance Could Increase Market Share

* Multinational customers could potentially increase their market share. In 1995, Nike's international operations accounted for 36.06 of its total sales. New Balance should recognize the fact that the demands from international markets will increase in future.

* The changing US demographics could also be a factor as there is a rising number of Hispanics, Asians, and African Americans. These groups have different shoe preferences that New Balance should be able to satisfy. New Balance should determine the next generation of loyal customers and provide for their needs.

* New Balance marketing efforts seemed focused on sports footwear or athletic lines. There are other venues that can be tapped for increased sales such as casual footwear, women's shoes and children's footwear.

* New Balance should improve their ways of conducting business online. The online market is huge. New Balance could tap into this huge source of customers. They must make their more user-friendly to attract more visitors. More visitors often translate to more sales. Their website should also be more interactive and allow customers to have their say with regards to the shoes, designs and other matters.

* New Balance should also conduct surveys on their customers to know what they really want. Trends and styles change often.

* New Balance could introduce a Loyal Customer Program just like their Nike counterpart. In this program, points are added to an account after a purchase. The points would vary depending on the amount of the purchase. New Balance allows customers to buy products through the points the customers are able to accumulate.

New Balance may not hold the lion share of the shoe industry but it certainly has a lot of potentials. Being one of the more established companies in the footwear industry, New Balance certainly offers a lot of value to the customers.

3 Ways to Drive Traffic to Your Website

Learning how to drive traffic to the website is one of the foremost concerns of website owners. After all, the popularity of the website hinges on his/her knowledge on how to drive traffic to the site.

Promoting websites in order to attract visitors is a must. However, this is no easy task. The good news is there are a number of resources that can help you to do just that.

Links

Georgia Institute of Technology (GIT) conducted a study on the most effective way to drive visitors to your site. The results showed that links is one reliable source of traffic. One of the sites that took part in the study reported a whopping number - 84% - of their visitors came through the links.

Trading links is one strategy that you should consider. To do this, you can add a page called “Helpful Links” which will list external links. Keep in mind though that the links you referred to must contain information that can provide additional information to your readers.

The idea behind external links is that if the visitors must leave your site, they should at least go to places that would add value to your site. If you have a personal finance site then linking to a horoscope site may not be such a good idea because the site might not interest your visitors.

Another way to generate links is to add a page for “Testimonials.” This page would list people who have been to your site and are grateful for the information or products you provided. In the same vein, the websites could also post your testimonials together with your name and website address on their sites.

Using Signatures

The same study conducted by Georgia Institute of Technology (GIT) revealed that electronic signatures reel in approximately 35% of the website’s visitors. These signatures are usually found in emails sent by the website owners to their contacts.

A signature is a free feature in all email programs. It usually consists of the name of the sender and other pertinent information such as position and, of course, website address. Add the entire website address starting with “http:/” to be sure that a link to your site will be created.

Another way to add your signature is to post interesting and relevant comments on sites or blogs that are similar to your site. After you posted the comment add your name and your website address. People who read the article will see the comments you posted then click on the link to your site, generating more traffic for you.

Your signature in forums too should have your name and website address. If you post questions or answers to forums that are have similar target audience as your site, people will naturally be curious about your site.

Article Marketing

Write ups about your site from newspapers and magazines are huge help. You can also write press releases to entice readers to come visit.

But one very effective way to draw more audience to your site is article marketing. This is where you submit your articles similar to those found in your site to article directories then add the link to your site at the bottom of these articles.

People who read your articles in directories would naturally be egged on to visit your website for more information. At the end of the article you can add the words “For more information regarding nutrition, click here.” Or, “for more information visit http://....” providing a direct link to your site.

These are but a few of the interesting ways you can promote your site to drive more traffic to it. Of course, the ways and opportunities for website promotions are limitless. Just be resourcefull and creative. Every little thing that you do counts like giving out business cards or mentioning your website in parties or to your friends. These actions will add up. And later, your efforts will be rewarded by more hits and regular visits to your site.

Strategies for Retail Management: The Importance of Store Layout and Design

A retail store requires visible help to tantalize shoppers or customers. This falls under "visual merchandising" which is the art of attracting patrons using visual signs. This is essential to help the retailer generate sales.

Visual Merchandising began at the turn of the century when department stores in the past used theatrical set design and lighting to create eye-catching displays. Making the store attractive is an important strategy to keep shoppers coming back.

There are two essential elements in a good store plan : store design and store layout. Store design focuses on the atmosphere of the store, its image, interior and exterior design factors. Store layout includes the internal arrangements of each department, selling and sales support allocation, and the evaluation of space productivity.

Merchandise Display

Retailers believe that if one "displays it, they will buy." Experienced retailers know for certain that women, from all ages and income levels, refer to in-store displays, first and foremost to get fashion ideas. Display of merchandise is important because the design could serve as a come-on for shoppers. The more merchandise customers see, the more they will be tempted to buy.

The design of the store should attract the customers to investigate all the departments or at least to see what the store offers. This way they will return another time. This is accomplished by providing strategic location of signs, special values, escalators, stairs, dressing rooms and certain merchandise.

Many supermarkets place convenience items such as bread and milk at the far end part of the store because these items are necessities and customers would be forced to explore the entire store as they search for these products.

When it comes to clothing, customers prefer to be up close and personal with clothes. Nothing can compete with the feeling the texture of the fabric, trying on the skirt or pants, sweater or blouse in influencing consumers' decision to buy. Even big-budgeted fashion show or advertisement cannot convince customers as much as the personal touch.

Lifestyle MonitorTM says that more than 60 percent of all women said that they get their clothing ideas from store displays.

Department Locations

Location is very important. It should be designed in such a way that heavy traffic would be sent to the most profitable items. For instance, high-markup items such as expensive jewelries or cosmetics and impulse items such as lipstick or eyebrows should be very visible.

Related lines should be located close to each other. For instance, ties should be put right next to dress shirts, printers should be placed next to computers, vases next to flowers, and so many others.

Related departments should also be located next to each other. Fashion departments complement each other. Cosmetics, accessories and jewelry often go well together. Cookbooks and gourmet utensils stimulate interest in one another.

Departments and merchandise categories should be coordinated as much as possible for customer convenience and cross-selling. Give the most important lines the best locations in your store. Play the winners. Anything that is moving fast should be exploited in every way.

Addressing Shoplifting

The best way for department stores to discourage theft in a store is by preventing or taking away opportunities to steal. A well-designed store layout may not totally eliminate shoplifting but will help lessen it. Keep small, expensive items under lock and key.

Convex mirrors should be used where blind spots cannot be eliminated. Video monitors should also be installed. By keeping everything wide open, salespeople can observe everyone in the store.

Use of Fixture

Changes in layout and merchandise displays are facilitated by using fixtures that are movable and adjustable such as cabinets, shelving, lighting and other furnishings. The visual concepts are essential in creating a store environment that evokes feelings of spaciousness, aesthetic pleasures, a sense of wellness and a residential feeling.

Marketing Audit of Nike

Nike is an incorporated company that primarily carries footwear products. The Company designs, develops and markets athletic footwear, apparel, equipment and accessory products. Former CEO and Pres. Philip Knight co-founded Blue Ribbon Sports with Mr. Bill Bowerman in 1962 which officially became Nike in 1978.

At first, Nike was known to distribute inexpensive, superior-quality Japanese athletic shoes to American consumers to break Germany’s domination of the domestic industry. Today, Nike Inc. manufactures and distributes athletic shoes to a global market and some 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures.

Nike maintains traditional and non-traditional distribution channels in more than 110 countries with primary market regions in United States, Europe, Asia Pacific, and the Americas (not including the United States). Nike has some over 20,000 retailers worldwide including Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites sell Nike’s sports and leisure products. Nike is leading the sales in the athletic footwear industry with a 33% global market share. Nike Inc. achieved their current status by promoting “quality production, innovative products, and aggressive marketing” in their products. As a result, for the fiscal year end 1999, Nike’s 20,700 employees generated almost $8.8 billion in revenue worldwide.

ENVIRONMENTAL ASPECTS

ECONOMICS

Have changes in the economy impacted the organization or brand? Is it sufficient to respond to just the domestic economy, or do multinational considerations apply? What adjustments were made? Have they succeeded? What additional adjustments are being contemplated, and why?
In economy, the biggest threat for Nike is if the economy goes into recession. If recession occurs, Nike’s growth in sales, marketing and promotions will be affected.
Another important factor in economy is the maturing market in athletic shoes. There is also a growing adverse demographic change in the marketplace brought about by the sweatshop expose that Nike has not overcome yet.
Effects to Nike’s growth are also affected not only by domestic economy but also by the international economy. The continued weak Euro and Asian recession could potentially hurt Nikes international sales and growth. Nike’s extreme sports product line is seen as inferior quality compared to competitors and is hurting sales and brand image.

CUSTOMERS
How do customer view the organization or brand? Is there a clear understanding of customer wants and needs? Are there different market segments? Are there emerging market segments? What adjustments have been made? Succeeded or not? What other changes are being contemplated? Why?

In 1998, Americans spent $38 billion to buy over 1.1 billion pairs of shoes. Sporting Goods Manufacturers Association revealed that athletic footwear makes up almost 35% of all footwear purchases.
The existing domestic industry focus is on casual and comfortable shoes. Demand is up for the “brown shoe” casual footwear with a comfortable and rugged design. This is because of the increasing number of workplaces allowing casual dress codes.

Multinational customers account for a large part of Nike’s sales. In 1995, Nike’s international operations accounted for 36.06 of its total revenues. The company believes that demands from international markets will increase in future.

Nike must cater to a large portion of the new generation that demands the latest trends and styles. Nike should take into account the changing US demographics due to the rising proportion of Hispanics, Asians, and African Americans. These groups have different preferences that Nike should be able to satisfy. Nike should identify the next generation of loyal customers and provide for their needs.

COMPETITION

Who are the companies or brands with which the organization or brand competes? What are their sales and market share trends? How do their approaches to the market differ from the organizations, and from each other? Are there any specific weaknesses in any competitors that can be turned into opportunities? Are there any specific strength that are major threats? What adjustments have been made? Succeeded or not? What other changes are being contemplated? Why?

Competition is very fierce due to the number of companies competing for sales. Lots of money goes to marketing and promotions using various channels to reach the young demographic group of consumers who spend the most money on Nike’s products. Growth is slowing down in the athletic footwear industry. But new markets are emerging with high growth rates. These markets include extreme sports market and the corporate merchandise market.
Nike’s global market share was an impressive 30.4% in 1998. The closest competitor, Adidas, held 15.5% of the market share while Reebok held 11.2%. The remaining competitors, including Fila, Timberland, Asics, Converse, and New Balance, among others, each hold approximately 3-5% of the remaining market share.

MARKETING ASPECTS

OBJECTIVES

Are there clearly defined marketing objectives? Are they consistent with corporate mission statement and objectives? Are they measurable, attainable? How close to meeting marketing objectives was the organization or brand in the most recent complete year? Should the marketing objectives be modified? Why?
Nikebiz.com stated that Nike’s mission statement is “Through the adoption of business practices Nike is committed to securing intergenerational quality of life, restoring environment and increasing value for our customers, shareholders and business partners.”

Nike shows passion for their company, products, and athletes. They are determined to provide consumers with comfort and assurance. They also find ways to innovate and create. They adhere to their five brand principles namely: inspire, innovate, focus, connect, and care.

Another Nike’s objective is “to be the world’s leading sports and fitness company.”

Nike’s mission statement is similar to a vision statement and is potentially a weakness. The mission identifies the sports and fitness industry business they are in, it does not specify as to what products and services they provide. The mission statement does not mention distribution channels and customers. However, it portrays management’s beliefs and the desire to be number one and remain in the leading position in sports and fitness shoe and apparel industry.

STRATEGIES

Strategies Nike uses for reach each objective? Should they be modified? Why?

Corporate Strategies

The past two decades saw a change in economy from “standardized” to flexible”. Having a strict corporate organization used to be the rule, now it is common to have a flexible organization that uses subcontracting.

The main reason Nike succeeded in competing in the footwear industry for a long time is because they remain flexible in an unpredictable market by subcontracting overseas in countries with low labor-cost.
Another reason for Nike’s strength in competition is their product differentiation. Aside from athletic shoes, Nike’s product line now offers a broad range of clothing, equipment and accessories.

TACTICS

Are there defined tactics for each strategy? Are they innovative, or a repeat of prior tactics? Are the tactics fully integrated? Are there any mixed messages? Should they be modified, why?
Nike’s distinctive tactics are found in the area of marketing, specifically in consumer brand awareness and brand power. Nike’s catch phrases like, “Just Do It,” and symbols like the Nike “Swoosh,” are reminders of the Nike empire.

This tactic is effective because it could not be easily replicated and it offers value or benefit to consumers. Nike is becoming a part of American and world culture, the brand power becomes more difficult to replicate. The trademark and a slogan serves as the company’s fingerprints. Nike is able to capitalize the unique identity due because of its financial strength. Nike reaches millions of consumers through large-scale marketing campaigns. The public benefits from the strength of Nike’s image when they make a purchase. Consumers often associate Nike image with quality products. By associating star athletes and motivational slogans like, “Just Do It,” consumers identify their purchases with the prospect of achieving greatness. This image they create forms a tactic that competing companies can not easily duplicate by simply improving their products.

4 Ps-
PRODUCT

Is the current product line appropriate? What changes should be made in how products are being handled?
Nike sells a huge variety of products, including shoes for running, basketball, cross training, women and children. All of which are currently its top-selling product categories.
Nike also sells shoes for outdoor activities such as tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing and other athletic and recreational uses.
Nike began selling active sports apparel in 1979 as well as athletic bags and accessory items. The company sells a line of performance equipment under the Nike brand name, such as sport balls, timepieces, eyewear, skates, bats and other equipment. They also sell a line of dress and casual footwear and accessories for men, women and children under the brand name Cole Haan. The company markets headwear under the brand name Sports Specialties, through Nike Team Sports, Inc. They also sell small amounts of various plastic products to other manufacturers through Nike IHM, Inc.

Bauer Nike Hockey Inc. manufactures and distributes ice skates, skate blades, in-roller skates, protective gear, hockey sticks and hockey jerseys and accessories under the Bauer and Nike brand names.

PRICE

Pricing strategies

Nike uses vertical integration in pricing wherein they own participants at differing channel levels or engage in more than one channel level operations. This is also an attempt to control costs and influence pricing practices.

PLACE

Distribution channels and policy. Should additional channels be added, why?

Nike sells its product to about 20,000 retail accounts in the U.S. and in approximately 110 countries around the world. Nike sells its products in international markets through independent distributors, licensees and subsidiaries. Independent distributors has little or no pressure for local adaptation because the 4Ps of marketing are managed by distributors.

PROMOTION

Are both advertising and promotion strategies in place? Succeeded?

Nike has been one of the top retail industries for quite along time. This is because they sell quality products, customer loyalty, but most of all, its great marketing techniques.

Nike has a number of famous athletes to create a great deal of attention to their products. Nike has signed the top athletes in many different sports such as the Brazilian Soccer Team (especially Ronaldino, Renaldo, and Roberto Carlos), Lebron James and Jermane O’Neal for basketball, Lance Armstrong for cycling, and Tiger Woods for Golf.

Sponsoring of events is another great promotional technique for Nike. It brings attention Nike’s products. Web sites are a great promotional tool as they cover these events. Such events include Hoop It Up and The Golden West Invitational. Nike also personalizes websites. They make the websites exclusively for a sport such as www.nikebasketball.com, www.nikefootball.com, and www.nikegolf.com.

MARKETING INFORMATION SYSTEMS

Is accurate information being obtained and distributed in a timely fashion? Is market research being conducted effectively and being used for decision making? Should any changes be made, why?

Currently Nike utilizes IT in its marketing information systems in a very effective manner. Nike makes use of marketing information systems and apply it to the economics of innovation, segmentation and differentiation for most businesses. Nike has financially emerged as the leader of its industry because of the use of extremely valuable Information Technology, and applying it to every aspect of there development through
their distribution of products. In 1999 Nike signed a five year agreement with Lockheed Martin Integrated Business Solutions Co. (IBS) in its bid to develop further its marketing information systems and stay ahead of competition. This enables Nike to focus on its core competencies.

SUMMARY CONCLUSION

Nike, Inc. is a company rooted in competition. From equipping athletes with the finest sports equipment in the world to continuously improving financial performance, Nike dominates its competitors. Phil Knight and Bill Bowerman vision has become a huge reality in the 20th century. Product quality and innovation have carried them on this far. Despite a changing marketplace for athletic footwear, Nike continues to expand product lines and marketing reach to become a more powerful global brand. Nike should continue their strides in making advances in the athletic shoes technology in order to maintain their current leading position in the industry.

Environmental Analysis

• Internal – Strength

Nike’s management makes analysis on its internal environment and based their decisions on that analysis. Due to Nike’s marketing research, the company made its apparel division to be more fashion savvy. Product and pricing research, made Nike decide to continue its focus on the high end market at the same time increasing its market share in the middle and low price ranges to broaden Nike’s product spectrum.

• External – Weakness

Nike fail to foresee problems due to labor and factory conditions at production locations. This resulted in bad publicity and declining sales as society and consumers call for more “socially responsible” companies.
Marketing

• Market Share – Strength

Nike’s global market share was an impressive 30.4% in 1998. Adidas, held 15.5% of the market share while Reebok held 11.2%. Fila, Timberland, Asics, Converse, and New Balance, among others, each hold approximately 3-5% of the remaining market share. Nike’s market share is expected to rise due to summer Olympics in 2000 in Sydney, Australia, the 2002 World Cup in Japan and Korea, and the U.S. Speedskating team in the 2002 Winter Olympics in Salt Lake City, Utah.

• Distribution through E-commerce – Strength

Nike is first to market with its e-commerce web-site through the launch of its e-commerce site in April 1999 by offering 65 styles of shoes to the U.S. market. Nike improved its e-commerce presence by launching NIKEiD in November 1999. NIKEiD enables online consumers to make design for the shoes they purchase. Being the first to market, Nike enables itself to become established.

• Advertising and Promotion – Strength

Nike’s brand images, including the Nike name and the trademark Swoosh, are one of the most recognizable brands in the world. This brand power is one reason for its revenues. The trademarks coupled with aggressive advertising campaigns, celebrity endorsements,and quality products comprise the brand. Nike’s brand presence was evident at the 1999 NCAA Basketball tournament when 42 of the 64 teams participating wore shoes provided. Nike’s brand-building endeavors are focused on strengthening association with women’s sports. Some examples are sponsorship of the 1999 Women’s World Cup Soccer Tournament and U.S. Speedskating team in the 2002 Winter Olympics.

• Products – Strength

Increase emphasis by consumers on sportswear fashion enables Nike to make strides to appeal to a fashion savvy market. Nike’s apparel line does not only experience stiff competition from its typical industry competitors such as Adidas and Reebok, but also by clothing and accessories retailers such as Old Navy and Abercrombie & Fitch. Continuous marketing research is the key in assessing the market. Nike is planning on starting five structures within its current apparel division to focus on the following areas:

o Women
o Men
o Kids
o sports graphics and caps
o strategic response independently

Nike currently spends more time on developing programs to gain a better understanding of what customers truly want.

• Products – Weakness

Nike may have much success as a result of collaborating with other companies within the sports and fitness industry. But at other times, Nike expanded into markets for which it is not strategically suited. An example of this is the decrease in brands made available due to decrease in demand of in-line skating and roller hockey products at Bauer Nike Hockey. Consequently, Nike had to cease two manufacturing operations at the Bauer Nike subsidiary and was forced to terminate 51 employees. If Nike was able to anticipate the decline earlier, perhaps gradual changes could have been adopted to prevent such kind of limitation. The desire to prevent situations such as these from continuing to occur, Nike has realized to initiate more aggressive program to review product partnerships that are outside of its core basis of products.

• Pricing – Weakness

Nike’s products are viewed to be of higher quality and command higher prices than its competitors. Sometimes though consumers do not agree to this line of thinking. This could be a potential weakness. To substantiate its high quality/high price lines, Nike is placing emphasis on the latest technology and applying innovation towards the development of new products, particularly the Nike Alpha Project which is a new line of athletic shoes. In the past, Nike has overlooked the mid- to lower-price-point products, which could be a possible weakness too. Recently, it is pouring time and money to better develop competitive position at all price points to build strengths at each of these levels. There is a lot of sales potential in the lower price points and plan to meet the needs of those markets.

• Marketing Research – Strength

Nike focuses and relies on marketing research on a continual basis to aid in maintaining the company’s position as the leader in the athletic footwear and apparel industry. The result of such research efforts enables Nike to make decisions regarding its different divisions. It aids in their decision to revamp the apparel division, an area in which offers a number of possibilities. Nike will be organizing the internal business by gender instead of the sport category they are using now. They also intend to carry out more researches focusing in the buying habits of men, who oftentimes are item-driven, and women, who are more collection-driven, with product lines intended to suit specifcally their demographics.

RECOMMENDATIONS

Based on findings, the following recommendations are being made for Nike, Inc.:

• Since Nike’s All Condition’s Gear (ACG) for extreme sports product line has been experiencing a diminishing quality and brand image, it is highly recommended that Nike spend more money and resources to promote the product in turn generating more sales for the line. The ACG line may also require a better product design, materials and manufacturing processes.

• Nike should use its money efficiently. This could be done by including entertainment and other non-sports venues in their promotions. This is effective because there is a thin line between entertainment sports nowadays.
• Nike is currently gearing most of their marketing efforts for the sports footwear lines. To increase sales, Nike should go to other avenues such as expanding their line to casual footwear.

• Nike’s main strategy is in its differentiation. Therefore, they need to maintain their position as the leading brand of the athletic footwear technology. Providing cutting edge design through innovation and application of modern technology enable them to come up with new types of shoes and other products, adding to their growing list of product lines.

• Nike’s business is growing more and more reliant on the internet to conduct business. Nike has developed a new technology that will allow their customers to create their own shoes design online. They must take particular care in improving their website to make it more user-friendly. As of the moment, customers often find the too long to download.

• Nike should also increase their international marketing efforts in order to maximize their product sales. International market is laden with untapped opportunities which Nike should look into.

• Nike must continue to improve technology in order to remain the leader in athletic shoes. This is their competitive edge in order to prevent any potential threatening entrants.

• Nike should also conduct survey on their customers after their purchase on-line to know what the consumers really want. Trends and styles often change. This is why we On-line surveys could save Nike a great deal of time. Nike would be able to gather the information real-time and track it into a database instead of taking surveys on the street or sending them out to mailing lists which is time-consuming.

• Loyal Customer Program is also another program that Nike could look into. In this program, points are added to an account after a purchase. The points would vary depending on the amount of the purchase. Nike could make a catalog of things that customers could buy with the points they are able to accumulate. Nike could also make these points credits. After gathering so many credits, the customer is entitled to receive a pair of shoes. Or, if not, customers could avail of discounts on their purchase whether online or off.

Bibliography

Enderle, K., Hirsch, D., Micka, L., Saving, B., Shah, S., Szerwinski, T. (2000, March 14). Strategic Analysis of Nike, Inc. Retrieved on December 14, 2005, from
http://condor.depaul.edu/~aalmaney/StrategicAnalysisofNike.htm

Johnson, E., Isom, C., Hudrlik, K., St. Arnaud, D. (2000). Nike. Retrieved on December 14, 2005, from http://www.scs.unr.edu/~isom/nikepaper.doc

Pribula, D., Quinlan, Br., Sanchez, L., Schultz, D., Shim, C. (2004, April 26). An Analysis of the Retail Industry and Nike Inc. Retrieved on December 14, 2005, from
http://web.syr.edu/~cshim/Report.html

Friday, February 24, 2012

How Social Media Sites Can Help Your Business


The social medial websites are very helpful to small businesses.  These sites provide free and unique platform for businesses to promote their products and services, create brand awareness, provide information on deals and help reach target markets. Here are some of the most popular social media sites and what they can do to your business:

Facebook.  Facebook has more than 800 million users all over the world.  This is the most popular social networking site.  It is even more popular than search engine Google. It will be unwise not to exploit the extreme popularity of Facebook in business.

Facebook is a great way to drive traffic to the company’s website.  It is an effective way of creating brand awareness and attracting new customers.  The sheer number of Facebook users makes it also easy to target the business’ demographics. Engaging or interacting with other Facebook users is the most important thing to keep in mind when using this social media.

Twitter.  This social media site has more than 300 million users worldwide.  It is a microblogging site where the company can post updates in a 140-character limit.

Twitter is a broadcast platform that enables businesses to provide information to customers on a regular basis.  It is important to post several times a day to be able to remain visible.  Tweeting something relevant and of value to your clients and potential clients will greatly help in promoting the business.  Twitter is more suitable for making announcements rather than interaction.

LinkedIN.  LinkedIn has announced in March 2011 that they have more than 100 million registered users worldwide. Each week an additional 1 million new users register in the site.

LinkedIn is great for companies because they provide a page for Company Products and Services.  This allows businesses to post images and videos of products and services including pictures of customers recommending them.  Not only that, the page also provides a link to where they can buy your products or avail of your services.  The page is also accessible to millions of LinkedIn users worldwide, providing the company a free platform to promote their brand.

Foursquare. This is a location based social media that allows users to post their current location by checking in using a text application or a Smartphone. The gaming element of this social media makes it very popular as the user gains points every time he checks in at different locations. Foursquare has more than 15 million users to date.

Foursquare is vital for location based marketing.  Set up your Foursquare account then run specials and deals as a reward to mayor and the customers.  Attract more customers to your deals.  Use of Foursquare is totally free of charge.  All you need to spend on is the deal itself.

Pinterest.  This is the latest addition to the social media scene.  It is a new website with more than 5 million users. The goal of Pinterest is sharing pictures. 

Pinterest provides businesses the tools to connect with their target market and expand their business reach online.  The business needs to create a Board on a particular topic for instance, wedding or vacation.  Pictures that pertain to this topic are then pinned to the board. Other “pinners” can see the images you posted and can “repin” your image so their followers can see it too.  To market the business, the company can post pictures of their products and services.