Hindustan Computers Limited Hcl Commerce Essay

Hindustan Computers Limited Hcl Commerce Essay HCL Technologies is one of the seven companies in the Bloomberg database of 3,000 technology companies with a market capitalization of more than $5 billion, revenue of more than $2.5 billion and a compounded annual growth rate more than 25 per cent during the past five years (HCL Technologies Limited, 2012). Definition of Success at HCL means providing the best possible solutions to their clients with optimum level of satisfaction. HCL Technologies is the Number 1 employer in India. 1.1 History Hindustan Computers Limited (HCL), one of Indias original IT firms started in 1976 currently deals in various segments like Remote Infrastructure Management, BPO services, IT Hardware, Systems Integration and Distribution of Technology and Telecom products RD and Technology Services and Enterprise and Applications Consulting is Indias original IT firm. Started 35 years ago, the enterprise now stands with an enormous workforce of 90,000 employees. it spreads across 31 countries across the globe and has 505 foothills in India. A global name and numerous partnerships with many Fortune 1000 firms are a few feathers in the HCLs success story (HCL, 2012). 1.2 Ownership Fast Facts HCL Technologies Company Name HCL Technologies Ltd. Company Type Global IT Company Service Areas Software, Infrastructure and BPO Date of Establishment November 12, 1991 Chairman and Chief Strategy Officer Shiv Nadar Vice Chairman CEO Vineet Nayar Employee Strength 85,335 on 30th  September 2012. Offices Offices in 31 countries Geographies USA, Europe, Asia Pacific and Japan Consolidated Revenues US$ 4.3 billion (Rs. 22,417 crores), as on 30th  September 2012 1.3 Businesses HCL is a leading global Technology and IT Enterprise with annual revenues of US$ 6.2 billion. The HCL Enterprise comprises two companies listed in India, HCL Technologies and HCL Infosystems. HCL Snapshot 1.4 Location HCL Technologies as a $4.3 billion global company brings IT and engineering services expertise under one umbrella to solve complex business problems for its clients. It leverages its global offshore infrastructure and network of offices in 31 countries. HCL provide multi-service, holistic delivery in industries such as financial services, consumer services, manufacturing, healthcare and public services. Organizational Structure The Indian conventional way of working leads to a vertical hierarchical structure, which is with founder as the head and certain subordinates below him. Being a technical expertise company, the hierarchy depends on the level of knowledge gained by the professionals. Due to no inter department interfering, the transfer of knowledge is more on vertical basis but very rarely horizontal. Vision To be the technology partner of choice for forward looking customers by collaboratively transforming technology into business advantage.(HCL, 2012) Mission We will be the employer of choice and the partner of choice by focusing on our stated values of Employees First, Trust, Transparency, Flexibility and Value Centricity. (HCL, 2012) Leadership style, approaches etc HCLs leadership style follows the rule of free-rein rather than the contemporary participative method. It is clearly noticeable from the recent development of a defined approach of Employees First Customers Seconds (EFCS). Now days the leaders give full authority to their employees to make decisions but at the same time, take the responsibility of the same. It helps the company to build future leaders who would be better decision makers and also motivation to the employees for analysing situations better and working with respect to them. Delegating tasks is an important tool which should be followed and practiced in corporate and fortunately is followed in the HCL. It helps build confidence and trust among co-workers aiding a pleasant and healthy work environment. This is kind of leadership style is also known as laissez faire, which is the non-interference in the affairs of others (Clark, 2010). Expertise of employees is the key to HCLs success. HCL firmly believes that a firms employees makes the company reach pinnacle heights. Highly qualified and well trained employees are a part of the HCL clan. When knowledge comes into picture, expert power is the power used by employees. Its the knowledge that makes a person stand out in the crowd of all employees. Expert Power is a very common phenomenon in knowledge based industries(Tannenbaum and Schmidt, 1973). Culture unique language, culture, rituals etc. A place where people can think and imagine endless possibilities is the best way to describe HCL. Freedom of thought is very important to extract the additional creativity at work. With a bright history of 35 years, HCL has stood by its core values and philosophy of creating innovations and inventions. HCL has a very rigid demarcation of working in their own department, which implies that employees are not allowed to work in other department other than their own which gradually spoils the inter-departmental relationships. In case of absenteeism too, workers are not allowed to switch department to avoid gaps in enhancing productivity. http://d15mj6e6qmt1na.cloudfront.net/files/images/0053/9998/employees.jpg Rigid policies, tapered span of control and high degree of centralization and formalization are few things associated with HCL. Within departments HCL employees have freedom of processing their thoughts but not inter-departmentally. The organization was bureaucratic structure. However, HCL has initiated a new management approach where the employees of HCL are considered first and then the customers. It is termed as Employees-First Effect which according to Mr. Vineet, CEO is the reason for the company being employee centric and employee driven. It is very much like trimming the conventional method upside down. This not only helps in building confidence and motivation among employees but also transparent work environment. 4.1 Group Dynamics/Team Building initiatives Since there is a lack of inter departmental transfer of knowledge, coordination is at stake at HCL. It followed an Indian conventional method of getting approval from the top management and then would the task be carried forward. After the new management approach of employees first and customers second, the company has started giving more liberty to the employees in terms of taking decisions which makes them feel a part of the organization. It enhances their rationale thinking enabling them to give their 100%. Change management initiatives Change is an inevitable process in management. Just like aging of an individual cannot be hampered in any manner, in the same manner change in management is the need of the day. A company cannot work in the same manner as it was working 10-15years ago. This change came to HCL in 2005 when the sales were low in that period. HCLl alarmed itself before the nick of the time and changed its models and strategies to work according to the customer needs. This is what saved them from the 2009 recession.HCL is one of the very few companies who showed growth even in the recession years. Business models and good managements are the keys to the foresight vision of the market. HCL converted itself from a traditional company to a Generation Y genre. (BMC Software, 2010) Innovation / Creativity initiatives Engaging the employees where they feel a part of the firm and making them realise that they are as important as the customers is a new example of managing employees that Mr.VIneet, the CEO has set in for all the global companies. A unique management technique which makes sure that the workforce of 90,000 employees remains satisfied in order to enhance employee satisfaction but also lead to more than 100% productivity. Turning technology into a manifest advantage for the clients is what HCL is best at. Critique on the current internal scenario / internal environment including people practices An agent promised a customer a delivery of a certain product in a specific time period. The dispatch manager was on leave. So his subordinate took the task in his hand and made sure that the delivery is done on time. But to his horror, he received a note stating that he is not liable to do so because of lack of authority. This incident just proves that the management is very rigid and has a narrow control style of working, which poses as a threat to self motivation of employees to excel in their work and be an overall manager. Suggestions and recommendations Communication should not be considered as an event within a container where employees broadcast oral and written messages instead should be deemed as a continuous process of conveying thoughts and interpretations throughout the organization. Individual learning and focus groups should be included in the working of HCL. It not only enhances individual productivity and skill development but also overall wellness of the firm. Gaining insights from vertical structure of hierarchy should be implemented so as to avoid miscommunications and lagging of work. Assuming others are happy is never the solution to a problem. Therefore, it is very important for the firm to start taking feedback from their employees to know how much justice is the firm doing to the employees. Conclusion Three values on which HCLs cornerstone is based are trust, flexibility and Employee Effect First. All three values make the company a desirable company to work for. Trust is created by pushing the trust envelope. Be flexible with respect to employees and situations is what a good company would associate itself with. The unique management approach of employee first and customers second inhibit the company to be an employee centric. Employees being an responsibility of the management and customers being a responsibility of the employees. Therefore, I would like to work in a company where employees are recognised, valued and rewarded for their performance. Bibliography BMC Software (2010) ELO: Articles: HCL Technologies CEO Talks about Building a Culture to Drive IT Productivity, August. Available at: http://www.enterpriseleadership.org/blogs/Articles/2010/08/10/hcl-technologies-ceo-talks-about-building-a-culture-to-drive-it-productivity (Accessed: 15 December 2012). Clark, D. (2010) Leadership Styles. Available at: http://www.nwlink.com/~donclark/leader/leadstl.html (Accessed: 16 December 2012). HCL (2011) Employees First, Customers Second | Business Change Management. Available at: http://www.employeesfirstbook.com/ (Accessed: 15 December 2012). HCL (2012) Overview. Available at: http://www.hcl.in/overview.asp (Accessed: 15 December 2012). HCL Technologies Limited (2012) About HCL Technologies | IT Services, Outsourcing Software Development, IT Solutions | HCL Technologies. Available at: http://www.hcltech.com/about-us/about-hcl-technologies (Accessed: 10 December 2012). Tannenbaum, R. and Schmidt, W.H. (1973) How to Choose a leadership Pattern, Harvard Business Review, May-June, pp.162-180 HBR Classic [Online]. Available at: http://www.elcamino.edu/faculty/bcarr/documents/How%20to%20choose%20a%20leadership%20pattern.pdf (Accessesd: 15 December 2012).

Corporate Social Responsibility in Supply Chain Management Essay

Case Study: Singapore The case was developed with the cooperation of Singapore Compact for CSR solely for educational purposes as a contribution to the Project entitled â€Å"New Corporate Procurement Strategy on Trade in Goods and Services in APEC Region – Supply-chain options with CSR perspective -† conducted under the auspices of the Asia Pacific Economic Cooperation (APEC). The case is neither designed nor intended to illustrate the correct or incorrect management of the situation or issues contained in the case. No part of this case can be reproduced, stored or used without the written permission of the author and the Asia Pacific Economic Cooperation.  © 2007 APEC Secretariat 216 Case Study: Singapore Executive Summary NTUC FairPrice Cooperative Ltd is the leading supermarket retailer in Singapore. The company is known as a â€Å"supermarket with social conscience.† Its supply chain activities focus on developing effective strategies to improve product quality and safety by working closely with its suppliers in implementing standards and good CSR practices. Singapore imports 95% of its vegetables from other economies since the local farms cannot meet the local demand. FairPrice itself imports about 80% of its vegetables. Sellers need to ensure that the vegetables are safe for consumption and its supply is ample. FairPrice invested in a fresh food distribution center in 2002 to enhance its ability to move its stock faster and maintain freshness quality. The Good Agricultural Practices for Vegetable Farming (GAP-VF) certification ensures that local suppliers meet the standard but the certification does not cover overseas suppliers. FairPrice needs to encourage these overseas suppliers to adopt similar standards. The standard applied to organic vegetables is even higher. FairPrice works with Agrifood Technologies Pte Ltd to develop an in-house certification program that would provide assurance of the integrity of the organic produce. FairPrice participates in the Pekan Baru project, a collaboration of the Indonesian and Singapore governments. FairPrice purchases 50 tons of vegetables per week from Pekan Baru. As the sole importer of the vegetables produced in Pekan Baru, FairPrice provides more work and income for more than 500 farmers and many operators along the supply chain. The project also involves technology transfer which helps the farmers to implement good agricultural practices and get higher yields of better quality vegetables. Pekan Beru farmers learned the technology on cold chain management which makes it possible to maintain the freshness of vegetables while being transported from the farm to FairPrice distribution centers. With quality assurance, FairPrice packages the vegetables under its house brand, Pasar. Branding the vegetables under Pasar has helped to market and increase demand for vegetables from Pekan Baru since FairPrice is a trusted brand in Singapore. CSR is a journey and FairPrice continues to strive to be the best place to shop, the best place to work, and the best corporate citizen. Introduction In the retail sector, companies compete for the consumer’s money by looking at the marketing mix of 4Ps – Product, Price, Place and Promotion. These are traditionally the four factors that retailers consider in their marketing strategy. However, due to globalization and better consumer awareness, retailers need to address another 3Ps – People, Planet and (not only) Profit. Consumers no longer just buy what is displayed on the retail shelves. They are asking questions as to how the products have been produced, and what has been their impact on society and the environment. For retailers to compete effectively in the market today, they need to assure consumers that what they put on the retail shelves are ‘ethical products’. In the supermarket retail industry, product quality (e.g. freshness, taste) and safety are two of the key concerns. If consumers in Singapore are in doubt about the product quality and safety of any retailer, they have a lternative sources such as vendors in local fresh produce markets. Hence, to 217 Case Study: Singapore compete effectively, supermarket retailers need to look at how and not just what they are doing in business. By examining the opportunities and challenges in the context of Corporate Social Responsibility (CSR) within the supply chain, businesses can sharpen their competitive edge and be good corporate citizens. Company Profile Established in 1973 by the labour movement, NTUC FairPrice Cooperative Ltd has grown from its first shop set up to moderate the price of sugar and rice to being the leading supermarket retailer in Singapore. It employs over 5,000 and runs a retail network of 216 outlets comprising 76 FairPrice supermarkets, one FairPrice Finest, two FairPrice Xtra (Hypermart), three Homemarts, 19 FairPrice Xpress and 116 Cheers Convenience Stores. FairPrice’s founding mission was to moderate the cost of living for the ordinary households in Singapore. Over the years, FairPrice’s mission has evolved to its present mission which is to moderate the costs of a good life. Essentially, FairPrice’s aim is to be: †¢ †¢ †¢ the best place to shop, the best place to work, and the best corporate citizen. To be the best place to shop, FairPrice focuses on maximizing consumer satisfaction which is based on its brand promise of delivering value, quality and service. Key to this commitment are its procurement practices. FairPrice’s product sourcing takes into account consumer feedback and needs, and market trends. It sources from established and reputable companies. It always tries to diversify its sources of supply, particularly for essential items. It also develops its own range of house brand products to offer consumers an alternative to national brands. FairPrice plays a strong role in establishing the price of essentials in Singapore. During the avian flu outbreak that resulted in the ban of egg imports from the region, FairPrice responded swiftly to the crisis by putting in place precautionary measures to curb profiteering. To prevent arbitrage, FairPrice took unpopular but necessary measures in restricting the purchase of eggs. To further alleviate the egg shortage, it imported Australian and New Zealand eggs as alternatives. Even after the ban on Malaysian poultry imports was lifted, FairPrice continued its efforts in working with business partners to peg chicken and egg prices at a reasonable level. Through this, FairPrice helped restore egg prices to pre-ban levels. To be the best place to work, FairPrice is a unionized employer that has good labour-management relationship. FairPrice takes a holistic approach in providing for employees well-being and opportunities for growth and development. FairPrice received the Work-life Excellence Award 2006 conferred by the tripartite committee on Work-life Strategy Singapore, in recognition of its programs to help employees balance personal commitments and work responsibilities. FairPrice contributes to the community through its own initiatives such as its annual Used Textbooks project, its Million Dollar Food Voucher Scheme for the needy and the provision of study grants to children of needy members. It also engages its network of suppliers to support its community efforts such as Heartstrings Buys, a fund-raising drive for the Community Chest. To promote environment protection, FairPrice launched the ‘Love Nature’ reusable bags to encourage its customers to reduce their reliance on plastic bags when shopping for groceries and necessities. In addition, the company participated in the ‘Bring Your Own Bag Day’ to encourage 218 Case Study: Singapore shoppers to bring their own shopping bags instead of using plastic bags. Cashiers at the retail stores have been trained to pack more items in each bag to reduce the consumption of plastic bags. As a good corporate citizen, FairPrice was cited as the â€Å"supermarket with a social conscience† by the Far East Economic Review in a 2000 survey report. In September 2005, FairPrice signed the UN Global Compact (UNGC) to support the initiative of the Singapore Compact movement to establish a UNGC network in Singapore and help raise awareness among more companies of the key principles of CSR which it upholds. FairPrice was also conferred the President’s Social Service Award in 2005 in recognition of its contributions to society. As a responsible food retailer, FairPrice is both a Case Trust accredited member and a Food Safety Partner of Agri-Food & Veterinary Authority (AVA) the economy-wide food safety authority of Singapore. FairPrice also supports pro-family initiatives and prides itself as a pro-family business retailer. It was voted one of the best loved pro-family retailers in the Singapore 2006 contest organized by the Ministry of Community Development, Youth & Sports. In another survey conducted by the Reader’s Digest in 2006, FairPrice was voted in by consumers and won the Trusted Brand Gold Award for the supermarket chain category in Singapore. The Supply Chain Singapore has only 256 licensed farms covering 746 hectares1 which cannot supply enough fresh meat, fruits and vegetables to meet the demand of its population of 4.4 million. Singapore imports 95% of its vegetables worth S$314 million since local farms can meet only 5% of the demand for vegetables. It imports vegetables from Australia, China, Indonesia, Malaysia, Thailand, The United States and Viet Nam. With Singapore’s high dependence on imported fresh vegetables, local sellers such as supermarkets need to ensure that the imported food is safe for consumption and its supply is ample. FairPrice invested S$25 million on a 130,000 square feet fresh food distribution center in 2002 to better manage its supply chain for fresh food. The setting up of the fresh food distribution center enhances the ability of FairPrice to move its stock faster and maintain freshness quality. The distribution center also provides the right infrastructure to improve the handling process of fresh food, thus reducing spoilage. Good temperature management and storage management are critical in maintaining the quality of food and preventing cross-contamination. FairPrice is committed to maintain a high standard of food safety and hygiene at the fresh food distribution center by getting the center to be Hazard Analysis Critical Control Points (HACCP) certified. From the distribution center to the retail stores, FairPrice uses refrigerated trucks to transport the vegetables. At the store, temperature checks are conducted again before putting the vegetables on the retail shelves. FairPrice works with the relevant authorities to develop standards. One such initiative is the implementation of the technical reference standards on cold chain management for chilled pork in 2005. The standard was developed by AVA and SPRING Singapore, the economy-wide standard body, together with FairPrice. It provides strict receiving, storage and display guidelines to ensure that the quality of the pork is not compromised.

Business Studies †Marketing Mix Essay

All businesses offer some form of service as part of the product that they supply to customers. This is true of businesses supplying manufactured goods, as well as those that only supply services. By meeting (or exceeding) customers’ expectations, businesses can improve their image and establish a reputation for supplying products with high -quality characteristics. The features of quality service include: * Making sure the customer is safe – This is crucial for a high profile business like IKEA otherwise the media will be straight on to them issuing bad press against them, potentially giving IKEA a bad name, furthermore the customer may wish to take legal action if he/she feels mistreated by IKEA. Again causing problems for IKEA. * Delivering good customer service – Decisive for IKEA to maintain the good name they have, customers in this day and age will not accept poor service, otherwise it’s likely they will look elsewhere. * Improving the quality of the product – Its important IKEA continue improving the quality of there products otherwise customers will begin to lose interest in the company due to its lack of creation and continued progress; customers want to see new/improved products on each visit they make to IKEA. * Making sure the customer is not kept waiting – If IKEA let customers wait for there service, its likely they will simply leave the store and go else where, so its important there staff are motivated and wanting to give IKEA a good name. * Demonstrating good after sales care – Once the sale is done its easy to take the money and that’s it, but with IKEA if a problem arises they will want to help the customer in any way possible. It’s vital for them to retain customers and not lose them to a competitor, and clearly IKEA are doing a good job at this as there profits continue to increase meaning the customers are happy with how they are treated both before and after sales. To see how business offer service in practice, let’s look at some real examples. IKEA sells their products ready to be fitted, meaning the products they sell have to match customer’s precise requirements and also come with good instructions to help them build it at home. Otherwise people will see it as a hassle, meaning they re less likely to purchase from IKEA again. IKEA has bought it self a good name due to fact they offer good after sale services so if needed to contact a member of staff its possible, they give you a good instructional manual, if that’s not enough you can phone them, email them or even talk 1 to 1 with a member of staff on their website via their web chat facility. It is this combination of products together with a range of services that is important in shaping and determining Ikea’s reputation, the distinct characteristics of its products and the company’s competitiveness. IKEA’s website is also a key part in generating sales for there products, its important they describe the product clearly, and give the customer as much information about the product as possible, its less likely that someone will make a visit to IKEA for a product they aren’t given much information about on their website. The above picture is the basic layout for all IKEA products on there website, it has a clear picture of the product, price, special features, measurements, whether it requires assembly, care instructions, material made out of. It also gives the customer the option to see whether they have that product in stock at your local IKEA store, which from personal experience is very useful and practical. IKEA do give a lot of information which reassures the customer that this is the product they want, giving them a buzz and actually wanting to get down to IKEA as soon as possible to purchase the product. B) Price is the amount charged by a business for its products. The factors determining the price of a product can be summarised as the three Cs: Cost, Competition and Customer value. * The cost of producing the product: If a business is to make a profit, then it clearly needs to charge a price that covers the cost of making and selling the product. * The price charged by competitors: A business might want to charge a price at or below that of its competitors. However, if the product is sufficiently unique and superior, then the business might feel it is acceptable to charge a price above that of its competitors. IKEA excels here, in the sense that it offers prices cheaper then its competitors, putting them ahead of the game. * The price customers are willing to pay: This is determined by the value of the product to the target market. If consumers in the target market believe that they can gain significant benefits from the product, then they will be willing to pay a high price. However, if the product provides few benefits, consumers will only be prepared to pay a low price, for example, the price someone is willing to pay for a house will depend on its location, the number of rooms and other factors such as the size of the garden. A business will consider all these factors before deciding on a price for each of its products. In certain situations, it may be appropriate to set a relatively high price. For example, Ikea may set a premium price on a high quality piece of furniture that is widely recognised as being superior to other similar products made by competitors. In other situations a business may opt to set relatively low prices. For example, a new company operating in a very competitive market may set low prices relative to its competitors in an attempt to win business and build a customer base. IKEA are renowned for their cheap prices and high quality products. This has helped them build a huge reputation, and ultimately there cheap prices are a unique selling point, when people think, where can I get good, yet cheap furniture from? Instantly in most cases they think IKEA. IKEA is renowned for being value for money. c) Promotion is a series of marketing activated designed to make consumers aware of products. The ultimate aim, of course, is to persuade them to buy those products. Promotion is an important part of the marketing mix, and business can use a variety of different types of promotion. One of the methods is advertising, advertising is a means by which businesses pay for communication with actual and potential customers through newspapers, television, radio, the internet and other media. It can be expensive, but advertising is often highly successful in influencing consumers’ purchasing decisions. Advertising can be informative, by setting out to increase consumer awareness of a product. This type of advertising is based on facts rather then images. On the other hand, persuasive advertising attempts to convince consumers to purchase a certain product. Persuasive advertising aims to persuade that the advertised product is better than the competition. Sales promotion is any activity that provides a financial incentive to purchase a product. For instance Ikea may hand out free samples of food in their newly built restaurant or perhaps have demonstrations of how to put together some of their products to show customers that’s its easy, and can be done by anyone. IKEA advertising in the UK is intended to raise awareness of the IKEA brand and drive traffic to the stores. Some people love IKEA’s unique style of retail advertising, some hate it, but everyone who sees there advertising has a strong opinion and subsequently it provokes conversation and debate. Despite having some of the most controversial television advertising campaigns in the UK this includes criticising the taste of the British public, invisible furniture, an exaggerated homosexual man advertising for IKEA. IKEA have raised awareness of there brand, let people know they are different to other home furnishing companies and most importantly increased sales. The advertising department includes all aspects of advertising and brand communication from television advertising and sponsorship to magazine and radio promotions. Advertising is used to support many different areas of the business including brand awareness, store themes, catalogue drops and store openings. The term merchandising covers a range of tactics used by businesses at the point of sale (the location at which the products are actually purchased) to achieve higher sales figures. For example, a business might offer retailers special display stands or point-of-sale adverts to encourage them to place the business’s products in a more favourable and prominent position withen stores. Merchandising can be important when: * Consumers make decisions at the point of sale. – This includes a lot of information about the product, making it bright, clear and attractive. * Competitors make extensive use of merchandising. * A variety of rival products are on display in stores. * Rival products have only minor differences. Businesses seek good publicity, and public relations (PR) is designed to improve businesses standings in the eyes of consumers and other interested groups,. Larger organisations have their own PR staff. Ikea engage in a variety of PR activity including: * Making donations to charities – IKEA support unicef to help young children in less fortunate countries around the world. * Sponsoring sporting and cultural activates, and IKEA support the local community by donating products to schools which don’t sell in stores, this is very popular in the community, and keeps the public happy, which creates good press for IKEA. * Allowing the public to visit the business – Makes the customer feel more welcome, and at home with IKEA if they feel involved by learning more about the company. Public relations can be a very expensive form of promotion, and it can be difficult for businesses to assess the effect of public relations on sales. Catalogues are a huge part of advertisement for IKEA, it’s relatively cheap when compared to TV adverts, and its fairly easy to get to the customer, IKEA print 131 million copies of there catalogue making it the most widely distributed commercial publication in the world. Having picked up a couple of the latest IKEA catalogues and handbooks, it’s clear that IKEA thrive on simplicity. The IKEA text is the same font on all brochures, with the traditional blue and yellow logo on the bottom hand side of the page this creates continuity which means people recognise it straight away when they see it again, the traditional yellow and blue logo is based on the colours of there home country Sweden. The background images are warm, cosy, family pictures, one containing a large sofa with numerous pillows, the other an aqua blue kitchen. This gets the message across to the reader that there is a large range of products available, furthermore on the front cover they get the message about there prices, â€Å"Pay less, enjoy more† and â€Å"your 100 page guide to making an affordable, inspired choice†. This encourages the public to go through the IKEA catalogue. Furthermore the catalogue brings the IKEA store into your home, it’s the best way to prepare for a visit to IKEA. d)Place is another term for distribution. It covers the range of activities necessary to ensure that goods and services are available to customers. Deciding on the right place involves a range of decisions. A business needs to consider the most cost-effective way of getting its products and service to the customers. It needs to look at the implications for its profit margins of each means of distribution. The growth in use of the internet has encouraged even small businesses to use websites to sell their products to what can be a global market. This can be highly cost effective means of reaching a wide target audience, but is not suitable for all business and all products. Businesses seek to design marketing mixes that are complementary and work together to benefit the business and to maximise sales. For example, Ikea promotes itself to its target audience on the basis that it offers the lowest possible prices. Place is important to Ikea, and the company locates stores in areas where it costs less to set up, eg on the outskirts of major cities. Which targets both high income earners and low. IKEA’s transport methods are highly effective, large volumes in combination with flat packages are important in helping IKEA to transport products economically from the supplier via the stores to the customers. Flat packs mean that IKEA do not have to pay for transporting or storing unnecessary air – and that not only means lower warehousing and distribution costs, but also less impact on the environment. At present 20 % of all IKEA goods are transported by rail. 6) It makes sense for Ikea to target a wide range of customers. This is referred to as mass marketing. But there’s the other side of it where in some situations they will target small sections of the market. Taken to the limit, this might involve catering for a small select group of customers – a target market that has very specific needs. I.E children’s section. In mass marketing, Ikea would aim their products at most of the available market and normally try to sell a range of similar products to all customers. Mass marketing is possible if the products are popular and purchased by many different types of people. For example Ikea’s furniture products are well suited to being sold in mass markets. Businesses must be able to produce on a large scale if they are to sell successfully in a mass market. A company may have to invest heavily in resources such as buildings, machinery and vehicles. Usually, firm’s also have to be very price competitive to flourish in mass markets. By contrast, niche marketing involves companies identifying and meeting the needs of relatively small areas of the market. The aim is to cater for the needs of customers that have not been met sufficiently by other business, and niche marketing is one way in which small businesses can operate profitably in markets that are dominated by large firms. An example would be Ikea and their play pen for younger children. Market research helps businesses to identify whether they should adopt a mass or niche marketing strategy. In general, this would depend on: * Whether the needs of customers within all parts of the market are being met. * The extent to which a business can provide specialist products capable of meeting the needs of select groups of customers. – This gives IKEA good idea whether there is a need for a unique product on the market, or a product aimed at a special selection of customers, doing this research could potentially uncover new opportunities for them. * The degree to which competitors are currently meeting the needs of all customers within the market. 7) Market research is the systematic collection and analysis of data to enable a business to take better quality marketing decisions. In simple terms, market research allows businesses to find out what customers want. There are a number of reasons why businesses invest in market research. To determine whether IKEA should focus on mass marketing or niche marketing, they can use market research. Most products are only likely to be mainly purchased by particular groups of customers: the market of young working-class males, for example, is very different to that of middle aged wealthy couples. Market research can assist a firm in identifying which parts of the market are most likely to buy its products. It is vital for a business to know who its customers are. This allows the business to: * Design products to best meet the needs of these customers This makes it more efficient at what it does as it specifically meets the needs of IKEA’s customers, meaning its something which grabs there attention, or they can relate to and want to purchase. * Target advertising, promotions and special offers at these groups People like a bargain, once they see a discount on a product they are looking for they are likely to purchase it from IKEA. * Conduct further in-depth research with specific groups of customers to uncover their needs as fully as possible. 5) Businesses need to know what’s happening in the market. To be able to plan its product and marketing effectively, a business like Ikea needs to address three important questions. What is the size of the market? A way of measuring the size of the market is to consider the volume of sales made by all businesses selling furniture. What is the structure of the market? This means discovering the number and size of businesses that make up a market. Are there, for example a few large firms, or many small firms? Or a mixture of large and small firms? If a business is in competition with large firms, it may decide to avoid competing on price terms as larger firms may be able to produce their products more cheaply. Is the market growing or shrinking? Market research can reveal what is happening to sales in market over a period of time. A business may feel more confident about entering a market which is growing, as it should be easier to win sales when some customers are not yet loyal to particular brands or manufactures. The market for DIY furniture has kept growing recently mainly due to Ikea’s success. If IKEA are planning on releasing a new product, its likely they will do research into other products in a similar field to see whether the market for them specific products are increasing or decreasing. This will give them a good idea whether it is worth a full-scale launch of the product they have in mind. 9) Total Quality Control is the most necessary inspection control of all in cases where, despite statistical quality control techniques or quality improvements implemented, sales decrease.The major problem which leads to a decrease in sales was that the specifications did not include the most important factor, â€Å"What the customer required†. To maintain their quality and standards is vital to IKEA, the quality and reliability and workmanship of their products is crucial to there brand. Both to keep their customers and to be legally correct. * Marketing had to carry out their work properly and define the customer’s specifications. * Management had to confirm all operators are equal to the work imposed on them and holidays, celebrations and disputes did not affect any of the quality levels. * Inspections and tests were carried out, and all components and materials, bought in or otherwise, conformed to the specifications, and the measuring equipment was accurate, this is the responsibility of the QA/QC department. * Any complaints received from the customers were timorously and satisfactorily dealt with. This will help keep IKEA a favourites with the customers. To conclude, the above forms the basis from which the philosophy of Quality Assurance has evolved, and the achievement of quality or the â€Å"fitness-for-purpose† is â€Å"Quality Awareness† throughout the company. IKEA hire highly trained quality control workmen, to check that the products in the warehouse are looked after sensiblely and that they are delivered to the customer effeciantly. Quality control is to check that there product meets customer demands and possibly look for ways to improve it. Its important for a business like IKEA to have regulary quality control checks to make sure that the products they sell are always up to standards, making sure the high IKEA standards don’t drop without them being aware. To make sure of this IKEA have a test lab in Almhult which tests both textiles and furniture, around 50,000 tests are carried out in accordance with current standards each year. For several years in succession the IKEA Test Lab has been accredited for it quality system and test methods in accordance with the international standards. All these tests have been developed to correspond to many years of regular use in a domestic enviroment in the areas for which the product is intended. IKEA not only test products during development, but also selects random samples from among the products on sale in the stores. As IKEA say â€Å"It is our customers that we want to come back – not our products† This makes sure that IKEA’s customers get there full value for money and a long lasting product.

What Is a Black Light and How Does it Work

Have you ever wondered what a black light is? Did you know there are different types of black lights? Heres a look at what black lights are and how you can find and use a black light. Key Takeaways: What Is a Black Light? A black light is a type of lamp that emits primarily ultraviolet light and very little visible light. Because the light is outside the range of human vision, it is invisible, so a room illuminated with a black light appears dark.There are many types of black lights, including special fluorescent lamps, LEDs, incandescent lamps, and lasers. These light are not created equal, as each produces a unique spectrum of light.Black lights are used to observe fluorescence, in tanning beds, to attract insects, for artistic effects, for disinfection, and to cure plastics. What Is a Black Light? A black light is a lamp that emits ultraviolet light. Black lights also are known as ultraviolet lamps, UV-A light, and Woods lamp. The name Woods lamp honors Robert Williams Wood, the inventor of glass UV filters. Nearly all of the light of good black light should be in the UV portion of the spectrum, with very little visible light. Why Is a Black Light Called a Black Light? Although black lights emit light, ultraviolet light is not visible to human eyes, so the light is black as far as your eyes are concerned. A light that only gives off ultraviolet light would leave a room in apparent total darkness. Many black lights also emit some violet light. This allows you see that the light is on, which is helpful in avoiding over-exposure to ultraviolet light, which can damage your eyes and skin. Types of Black Lights Black lights come in many different forms. There are incandescent lights, fluorescent lamps, light-emitting diodes (LEDs), lasers, and mercury-vapor lamps. Incandescent lights produce very little ultraviolet light, so they actually make poor black lights. Some consist simply of filters over other light sources that block visible light but permit the passage of ultraviolet wavelength. This type of bulb or filter generally produces light with a dim violet-blue cast, so the lighting industry designates these devices as BLB, which stands for blacklight blue. Other lamps lack a filter. These lamps tend to be brighter in the visible spectrum. A good example is the type of fluorescent bulb used in bug zappers. This type of lamp is designated BL, which stands for black light. Black light or ultraviolet lasers produce coherent, monochromatic radiation that is completely invisible to the human eye. Its particularly important to wear eye protection when working with such devices because the light can cause immediate and permanent blindness and other tissue damage. Black Light Uses Black lights have many uses. Ultraviolet light is used to observe fluorescent dyes, improve the brightness of phosphorescent materials, cure plastics, attract insects, promote melanin production (tanning) in skin, and illuminate artwork. There are multiple medical applications of black lights. Ultraviolet light is used for disinfection; diagnosing fungal infections, bacterial infections, acne, melanoma, ethylene glycol poisoning; and in treatment of neonatal jaundice. Black Light Safety Most black lights are relatively safe because the UV light they emit is in the longwave UVA range. This is the region closest to that of visible light. UVA has been linked to human skin cancer, so extended exposure to black light radiation should be avoided. UVA penetrates deeply into skin layers, where it can damage DNA. UVA does not cause sunburn, but it can destroy vitamin A, damage collagen, and promote skin aging. Some black lights emit more light in the UVB range. These lights can cause skin burns. Because this light has a higher energy than UVA or visible light, it can damage cells more quickly. Ultraviolet light exposure can damage the lens of the eye, potentially leading to cataract formation. Sources Gupta, I. K.; Singhi, M. K. (2004). Woods Lamp. Indian J Dermatol Venereol Leprol. 70 (2): 131–5.Kitsinelis, Spiros (2012). The Right Light: Matching Technologies to Needs and Applications. CRC Press. p. 108. ISBN 978-1439899311.Le, Tao; Krause, Kendall (2008). First Aid for the Basic Sciences—General Principles. McGraw-Hill Medical.Simpson, Robert S. (2003). Lighting Control: Technology and Applications. Taylor Francis. p. 125. ISBN 978-0240515663Zaithanzauva Pachuau; Ramesh Chandra Tiwari (2008). Ultraviolet Light- its Effects and Applications. Science Vision. 8 (4): 128.