Major Educational Challenges Assessment for Kenya Education System Essay Example for Free

Major Educational Challenges Assessment for Kenya Education System Essay With a total population of over 43 million, Kenya is the biggest and most advanced economy in the east and central Africa. It is well-known for its natural resource and the vast variety of wildlife, which contribute a large proportion to Kenya’s GDP in agricultural and service sectors. It’s prosperous capital Nairobi is also given the name â€Å"East African Paris†. But behind the misleading impression of affluence left by a minority of urban population, Kenya is still a poor developing country with half of the population living in total poverty. Even though with a GINI index of 42. which is only medium, the economic status inequality of Kenyans is relatively high: The rich has a condo with four private cars and two maids while the poor in shabby clothes are living in slums just two miles away. The economy of the country also leads to problems in the education sector in Kenya. The objectives of this memo is to identify three most important issues that may be challenges for Kenyan Government and Kenyan education sector, and come up with potential solutions and strategies to address them. 1, Educational inequality between urban and rural areas There’s been a significant educational inequality between urban and rural Kenya. From the data provided by â€Å"Exploring Kenyan Education† site, School Location Density (2007), most schools distributes around big cities in the southern and southwestern Kenya where the majority of the population lives in. These cities includes Nairobi the Capital, Nakuru, Kericho, Kisumu, Eldoret, Kakamega, Meru and Mombasa. Since the school density does not show any problems because it follows the demography theory, but the enrollment rate and the educational investment may tell a part of the story. In big cities like Nairobi, the gross enrollment rate of primary education is as high as 103% and the net enrollment rate is 91% (2009). But as of northeastern and northwestern Kenya the ratio is as low as 35% or even 25%. Even though the primary education is free and uniform in Kenya, there are still extra costs. One that blocks the way of education for children is the school uniform. Students drop out of schools simply because they don’t have school uniform, the situation is even worse in those tribe territories and extreme poor areas. The school uniform costs almost a thousand Ksh that many families cannot afford. Even though there has been official regulation noting that no student ought to be turned away for not having uniform, uniform is such an ineradicable â€Å"culture† in Kenya schools that either schools or parents keep students away from school for not having schools uniforms. Lacking of resources becomes another. Lacking of sufficient textbooks and necessary stationaries makes students in rural areas hard to study. Students normally depend on what their teachers can provide to them and most of the time a textbook is shared by two plus students. Even there are articles saying lacking of teachers is another problem, but according to the data by Kenya Open Data, the Pupil-Teacher Ratio in rural areas is not significantly higher than that is in developed area) -Possible solutions Providing free school uniforms targeting economically challenged students (application by student or their parents). Education ministry should also take responsibility to make sure every single student can have the textbooks they need. Unified and organized studying necessities delivery should be arranged at the start of each semester. 2, Primary-to Secondary Bottleneck The primary education in Kenya is free and an average of over 90% of eligible school-age children are enrolled into primary schools, but the net enrollment rate only ranges from 3%-50%, that means even in the best conditioned area, nearly half of the students quit studying at the age of 15. Tuition Fees remains the largest barrier for going secondary school. Data shows that a primary student cost around 3,000 Ksh (32 USD) per household per year (2005), but surges to 25,000 Ksh (270 USD) for secondary education, which accounts for more than half of Annual income per household. Despite government subsidies for secondary schools, some national and top provincial schools charge fees as high as 73,600 Ksh for one year. Such excessive education expense may be totally fine for students from privileged families, but for kids from middle class or poor families who fight all the way to those schools, that becomes a disaster. The other factor that creates the bottleneck is the poor education quality in most of the public primary schools. Primary school students need to reach over 250 points in KCPE (Kenya Certificate of Primary Education) to be qualified to continue secondary education. There are better teachers teaching in private schools and students are receiving â€Å"elite† education. 77 percent of private primary school students (2007) score over 250 compared to only 45 percent among public school students. This really reveals the poor teaching quality which fails students in public schools, thus most economic privileged families send their children to private schools. -Possible solutions: More government subsidies Though the secondary education receives governmental subsidies, more subsidies are needed to help those students with economical difficulties. Document students who need tuition aid and set up foundation targeting those students. Thus the resource can be concentrated to those in need. Further more, more money should be invested for better teachers, better infrastructures in public schools. Strengthen subsidy usage supervision Kenyan Ministry of Education spends more than 10,000Ksh per secondary student annually. This amount of money is controlled by schools instead of directly by the students, and the tuition gets even higher each year. Many secondary schools charges suggested annual tuition standard by MOE for only one semester, and most of them cannot explain the subsidies usage. Having government nominated supervisor sent to schools regularly to make sure the subsidies are in proper use would be a potential solution. Heath problems that contribute to the dropout and poor education quality Health problem has been a huge challenge for students in Kenya and the country’s heath system has been always in a difficult time trying to provide accessible heath care for its population. Poor nutrition, underweight, intestinal worms, malaria, HIV, unexpected early pregnancies, etc. have greatly influenced students’ academic performance. In some areas such as Naivasha and Thika, own illness/disability becomes the biggest reason for not attending school. The ratio may be as high as over 70% and some time reaches over 90%. Also, early pregnancy is also a main contributor to the high dropout rate among girls. -Possible solution School heath program: a school based heath system should be set up to secure students’ health condition. Since families may not be able to provide enough food supply especially for those poor families, government should help schools provide at least one meal per day to ensure students’ nutrition supplement. Also, 3. 6 million children were dewormed in 2009 and continuing implementing deworming program has been proved to be an effective way to increase attendance. Then schools should also take responsibilities for sex knowledge education which most children could not receive at home.

Plato vs. Aristotle Essay Example for Free

Plato vs. Aristotle Essay Numerous experts in modern time regard Plato as the first genuine political philosopher and Aristotle as the first political scientist. They were both great thinkers in regards to, in part with Socrates, being the foundation of the great western philosophers. Plato and Aristotle each had ideas in how to proceed with improving the society in which they were part of during their existence. It is necessary therefore to analyze their different theoretical approaches regarding their philosophical perspectives, such as ethics and psychology. This paper however will mainly concentrate on Aristotles views on friendship and how it impacts todays society. The main objective in Platos philosophy is a creation of a perfect society. He constructs a foundation for a utopian society in his book The Republic. The purpose of his thought process was to cleanse his society of the woes he felt plagued it and construct a new one. Plato lived during the Peloponnesian War, which consequently lead to the end of the Athenian democracy. He had eyewitness account of his mentors (Socrates) trial and execution. Bitter and angered by the political corruption that gripped the Athenian democratic government, he disengaged from participating in politics. He strongly felt that neither a moral individual nor a state that is rational could be established in a democratic environment. Plato felt that the common man wasnt intelligent or capable of dealing with concepts that influence the state such as economics, policy of foreign affairs and other relative matters. He viewed political incumbents in Athens government as being elected for matters that were irrelevant to main factors that affected the state. Another danger was that excessive liberty for the people of the democratic society could potentially lead to anarchy. In Platos perfect society, he forged ahead to eliminate the disease (pluralism of friendship) that plagued the human character and society (Class Notes). Essentially, Plato wanted to establish the perfect form of society, linked by one single entity. Aristotle, unlike Plato, was not focused or concerned about the idea of a perfect society, instead he wanted to improve upon the one that he was part of during his existence. Rather than develop a framework for a society that is perfect, he suggested that society should, in it self, strive to utilize the best system it can attain. He felt that utopia was abstract and superficial. It wouldnt allow for realistic problem solving solutions. He felt that Platos view of a strict overhaul of society in general wasnt necessary. He believed that society was at its optimum and you can only improve upon the existing one. Platos perfect society would consist of three basic groups, which are Guardians (Gold), Auxiliaries (Silver), and the Artisan (Bronze). The highest of these classes are the gold people, which consist of rulers and non-rulers. Those that are rulers are societys decision policy makers and non-rulers occupy levels of civil servants. The fundamental prerequisite to becoming a genuine philosopher is to have knowledge of forms, thus enabling you to know the truth. Platos theory of the forms is partly logical and part metaphysical. Armed with the truth, he believed that philosophical ruler will always make the right decision, and rule with total wisdom, justice and virtue. The rulers, he felt, wouldnt posses any money or property, they would be free of desires, excesses, and vices. The Auxiliaries (Silver) are people of strength, courage, and military capacity; they occupy a small sector of society. All auxiliaries would be subjected to a series of tests, which will check their powers of resistance to self-interest, pleasure and other temptations. The last level, Artisan (Bronze), are the workers which might be composed of farmers and artist, essentially non-skilled workers. They would produce all the consumable and non-consumable goods deemed necessary for consumption and the continued economic viability of the society. Plato whole-heartedly felt that if ever the bronze or iron people rule the state would collapse (Class Notes). He sought to establish the concept of the gold class having wisdom, thus they should be wise and good rulers. It was imperative that those who rule be philosophers and skilled in areas that pertained to the interest of the state. Aristotles disagreed with Plato in regards to allowing one particular class to govern the state politically for indefinite period of time. He felt that to not allow interaction among the various classes would inhibit those who posses the ability to engage in political life, an injustice. He feels Platos structure of classes is politically incorrect for the state. He quotes It is a further objection that he deprives his Guardians even of happiness, maintaining that happiness of the whole state which should be the object of legislation, ultimately he is stating that those who rule (Guardians), sacrifice their happiness for control and absolute power. Those who are of the gold class, lead such a rigid life, that it will become necessary to impose the same strict way of life on those being governed. He places the idea of moderation on a high pedestal. Many individuals come to favor the concept of moderation because it is flexible, part liberal and part conservative. Platos ideal society is so difficult to conceive that Aristotle believes that no human being can achieve its rudimentary requirements. He decided to express in the Republic how men should conduct it self in a perfect society and what attitude they should posses. In retrospect, Aristotle felt by using real world experience along with real people, he can see first hand how and what way can he improve society. Plato and Aristotle both agreed on justice and viewed it objectively; that is it controls the belief a life of good nature would be provided for all people no matter their ranking in society. Aristotles states In democracies, for example, justice is considered to mean equality, no oligarchies, again inequality in the distribution of office to considered just. Plato views the idea of law and justice as what sets the standard for societys behavior in a state. Aristotle puts emphasis on the institution of the polis or civilized community. The polis was structured to allow the average individual in society to participate in political matters. This institutional forum is not the city-state or the community, but merely the larger of the two entities. It is rather a partnership between households, clans, and villages for the sake of a fully developed and self-sufficient life. The polis enables those individuals who naturally posses moral intellect and wisdom an opportunity to rise to higher positions (Class Notes). Justice is the political good within the polis, and it must promote the common interest of the people of the state. What is seen as good must be distributed and regulated through out the state. The law is also the regulating factor that arises from equal and free people in civil institution. The well being of a society is solely based upon the connection between the effort in which the citizens of the state adhere to the law of the land. A good citizen of the state will posses prudence, moderation, and justice, and above all to rule and be ruled. His belief contradicts Plato theory of one controlling class, governing the political matters and decisions that effect the state. The Theory of Democracy that Aristotle states is that democracy is a perversion form of government of polity (Class Notes). He clearly states The people at large should be sovereign rather than the few best. Plato on the other hand, wouldnt permit citizens to engage in public participation concerning governmental issues, as Aristotle would have enjoyed. Plato also felt that public judgments of disapproval and approval were based on emotional belief, instead of factual knowledge. He believes that if a revolution occurred it would happened within the corridors of the palace, hence palace revolution. This type of revolution happens when there is a transmission of power from one holder of power to another. Aristotle perceives such an event occurring between the wealthy and less fortunate in society. He feels to prevent such actions, one must participate in them. Plato thinks that in a utopia a disgruntled group of Guardians will emerge and disengage themselves from the ruling law of the state. He feels that an oligarchy two things may initiate a possible revolution: the first one is the ruler and their offspring would grow to be weak, sympathetic, and second is that the number of poor individuals will grow larger and there for be taken advantage of by the ruling class. Aristotle states that to know the factors that caused the revolution, which destroys the constitution, is to also know the principal of effect, which in turn ensure its preservation. Aristotle and Plato also have contrasting views on ethics, psychology and metaphysics. In regards to ethics, Aristotle believes that virtue is necessary for happiness, while Plato says virtue is enough for happiness. The psychological difference between the two is that Plato feels the body is a prison for the soul; body and soul are two different entities, capable of maintaining independence from one another. As for Aristotle, he claims that the body and soul are two different things, one consisting of matter the other form. He sees everything in the universe being composed of matter and form, so its not surprising that he perceives human being are too. To him form is simply the way matter is arranged. For example, a cat is composed in a feline way; thats what makes a cat. Human being for that matter, have a unique method of structure, too; thats their form. In fact, Aristotle strongly feels that nothing in existence can be without form and matter. If you eliminate its structure and form you have nothing left. So for Aristotle, the concept of soul without body or body without soul is incoherent. In regards to form, Plato expressed how things should be through utilizing vague language and poetry. In respect to friendship, I firmly believe that Aristotles views on friendship holds value in todays society. First we will touch on the various points that Aristotle makes regarding friendship, then expand on his main principle in connection to modern time, if possible. Aristotle distinguishes between three types of friendship: friendships of utility, friendships of pleasure and friendships of virtue. The idea behind friendship of utility is that it is founded on the idea of usefulness. The interaction among friends is only valued if there is usefulness between the two individuals. An example of this would be any automobile dealer and car buyer. Factoring in that they know each other, both need what the other can provide. The bond that unites the two people is based on usefulness. As long as they each can provide what the other needs, it satisfies the friendship. The second concept would be friendship of pleasure, which is basically the amount of pleasure generated between the participants. An example of this would be two people engaging in a social event, such as an outdoor festival. Each of the participants enjoys the others company. They are friends because of the pleasure they bring to themselves. The last kind of friendship is the friendship of virtue. This friendship is special and unique, such that it can only be between two people. Rather than utility and pleasure, where it can establish a group of people, this type of friendship is connected solely between two people. This type of friendship is also unique based on the fact that it can only hold any true value if both individuals are of the same virtue. People in general might regard these definitions of friend objective. Some believe that doing something for someone is solely based on the act of self ? fulfillment. Aristotle, I believe is not incorrect in stating that the idea in friendship in utility and pleasure is for our own sake, and the concept behind friendship of virtue is for the sake of the friend. These three categories are arranged in a certain format that there are influenced by the next level. These bonds of friendship can arise from various forms of potential fraternal groupings. Present day possibilities can include: various college organizations, union members, national communities and any other form of groups that people find a common denominator. For Aristotle Aristotle is more philosophically inclined than Plato; he tends to get rid of ideas that are irrelevant, and he believes that the concept of forms existing separate from matter is somewhat superfluous. He dives right into the heart of the matter. You can see Aristotle as someone who believes the world in which he occupies very satisfying just the way it is. His main focus is always connected with things that are consistent with ideal experience, without introducing unnecessary notions of concepts that cant be proven. Platos vague, poetic language in metaphysics and physics didnt stimulate inspiration; it made him uncomfortable. Both Plato and Aristotle were two men who envisioned methods on ways to improve their existing society. Plato, the political philosopher, was basically in pursuit of philosophical truth. Aristotle was more concerned with citizenship and institutional politics. They both had developed ideas and concepts to improve society as a whole. Aristotle and Plato have had a tremendous impact on political scientists of today. In Aristotle case, he was responsible for developing various democratic ideas. Even in modern democracies like our own Aristotles ideas hold true. When we vote in the election of the ruler of our country we, theoretically, are voting for the single most excellent citizen of our nation. That is we are voting for that citizen who can do the best job of working toward our common interest. The citizen of a state who has the greatest ability to work towards the salvation of the constitution has a great gift that can benefit all citizens. It only makes sense to allow that particular individual to lead the rest of the citizens in working towards the common interests of the state. In conclusion, these men were great thinkers. Their opinions on society and its function were quite different, but they both had the same concern, to build a better way of life for their societies they in lived in and for the societies that would come to be in the future.

Expectancy Theory of Motivation

Expectancy Theory of Motivation Introduction When we talk about motivation, we can see motivation as the strength arising from the mind / mental effort that dictates how an individual will behaviour in an organization or work place, how much effort this individual has on his/her tasks and how this person continues firmly on his /her tasks whenever hurdles face him/her. To managers, their interest is to ensure implementation of strategies and thus they have the obligation to motivate their workers because loosing an employee can be very costly. In addition, managers need to motivate workers so that they can retain the valuable ones as well recruit the best to join the organization as this translates to success in implementing strategies. Through intrinsic reward (self-satisfaction on completing a task) and extrinsic reward (being recognized by others for good work done), employees are able to perform as managers expect, thus managers have to ensure they motivate their employees. As there are several motivation theories, only thr ough comparing and contrasting one can establish which ones motivate workers more than others. Maslows pyramid or hierarchy of needs theory of motivation has greater motivation to employees than Vrooms expectancy theory. Comparing First, Maslows hierarchy theory as an earlier proposition, it creates the base on which Vrooms expectancy theory, a later edition, builds on. Secondly, both the Expectancy and the Maslows hierarchy of needs motivational theories, they both enable a person to modify his/her input (efforts to undertake a task) depending on the importance they have on the expected result in the entire procedure of undertaking that task and what they understand about input and output. For example, Maslow theory of motivation as a commonly known theory, it addresses needs of an individual in a hierarchy manner. It considers a single need and this need depends on already other satisfied needs. From an arrangement of how these needs need to fulfilment in a hierarchy manner, one can establish those that require early fulfilment than others. In addition, both theories allows an individual to establish which results are most likely to motivate people and this will dictate the best measures to take as factors o f their experiences and expectations ( Droar 2006). Maslows understanding on the effect of unsatisfied needs relates to expectancy theory in that like Maslow, Vroom indicates in the expectancy theory that the need to fulfil unmet demands is what motivates individuals where such a person will make a concerned decision to undertake a certain task in a manner that he/she understands as satisfying that need. Therefore, high motivation will manifest where there is concise and quantified goals that for example in a team the team members understand how a task as achievable and how it would benefit them considerably. In cases of low motivation, team members usually become frustrated as they cannot define the best ways to undertake different tasks and for what rewards these tasks can bring to them (Yeatts and Hyten 1998, p. 64). In addition, whenever an individual understands that he/she is lacking an essential item/want necessary for wellbeing, then this understanding will establish a need for that individual to undertake activities or behave in a manner that will lead to satisfying that particular need. Moreover, if someone understands that certain need is being satisfied, then this person will lack motivation to manifest characters/behaviours that associate with fulfilling the need (Yeatts and Hyten, 1998, p. 63). Considering this perspective in a work place, what this indicates is that financial benefits will act as a significant motivation tool until an understanding that the money is a way of fulfilling different categories of demands (basic needs). Contrary to this, if these people understand that such demands are fulfilling, then these people/employees will lack motivation to fulfil such needs and will rather establish other ways of fulfilling higher ranked needs touching self-esteem. The more the ex pectations employees have on their job, the greater the motivation they will have to perform. These approaches are common both the Maslows hierarchy of needs and Vrooms expectancy theories of motivation. Contrasting As suggested by Victor Vroom and unlike Maslow theory, the expectancy theory of motivation does not focus on needs but concentrates in the results. When Maslows hierarchy of needs theory concentrates on the association of internal needs of an individual and the expected effort needed to satisfy them such as time and money, Vroom puts apart effort (a result of motivation), performance, and results/outcome. What this means is that for anyone to get motivated, the drive behind effort should associate with execution of relevant tasks and the outcome. To connect the drive/effort with performance, expectancy helps one to believe that extra dedication on a task will improve performance, meaning hard work pays. For the hard work to be fruitful there has to be right resources (adequate time, appropriate skills, and support). Linking performance and outcome will be instrumentality that helps one perceive that whenever an individual performs excellently, then a worthy outcome is viable and fina lly valence connects outcome and effort as dictated by the main motivation. For example, if cash motivates someone, then taking leave would not be valuable to this person because he is not making money. In Maslows theory of motivation, individuals get motivation from something extra as compared to only cash/financial benefits and job fulfilment. Therefore, the broad consideration of varying factors improves motivation of individuals/employees. Expectancy theory on its part only illustrates motivation as not applying to all cases as the understanding of whatever one wants to achieve/objects relates to efforts on a task and performance of that task, performance and compensation/gain, gain and objective fulfilment. As these will differ for different individuals as well as locations, to design rewarding systems, managers should thus always consider respective organizational structure so that the rewards offered relate to individual goals in such environments (Gunkel 2006, p. 15). Expectancy Theory of motivation proves to be most sophisticated comparing to Maslows theory in motivating employees because the effort to undertake a task will relate to the surrounding and capability to dictate the resulting achievement/performance of a person (Griffin and Moorhead 2009, p. 99). This theory to significant number of people and situations, might fail to apply. For example, it is more difficult to change management practices of an organization to meet individual needs, which might appear as outdated ways of doing things to many people and thus expectancy theory viewed as an individualized theory rather than management oriented (Hassard and Parker 1993, p. 93). Contrary to the expectancy theory, Maslows hierarchy of needs theory has the option that working towards self-actualization, rather than actually achieving it may be the ultimate motivation for most people (Griffin and Moorhead 2009, p. 88). As currently, some people find themselves leaving high paying jobs that fail to satisfy their job objectives to low paying jobs that satisfy. Maslows gives a sense of understanding without conscious reasoning thus common to many practicing managers and gives a general structure to classify demands as needs will not necessary fit to Maslows model. In the manner in which the needs rank, the bottom needs will be termed as physiological needs (food and water) and they determine when the following batch of growth needs (knowing and perceiving ones needs) will start fulfilment. It is only when the growth needs are fulfilled that one is at peace to attain his/her potential such as self-actualization (example) after which one can overcome his/her self-es teem (example) to assist others (Droar 2006). This is a more realist arrangement that enables one to progressive exploit his/her potential through satisfaction from preceding level of needs unlike expectancy theory that limits only on reward and job satisfaction. The expectation theory to managers will base their reward on individual achievement as to how better that individual relates input and output paying attention of any possible changes in the process to reduce risk. Furthermore, managers are required to utilize organizational structure that hold rewards and performance together as well as ensuring rewards are worthy to employees, and should involve in training to improve employees ability and understanding that extra effort yields good performance. This can be challenging as the process might turn out to be complex for some mangers. However, Maslows hierarchy of needs theory will give the flexibility for managers to allow development up the ranks of their employees in the best way they feel satisfied increasing motivation. In addition, Maslows theory allows managers to understand the significant needs active for specific employee ensuring motivation. Conclusion In summary, Maslows hierarchy of needs theory has greater motivation to employees compared to the expectancy theory. Although they compare in some aspects, the significantly differ in others. These two theories compare in Maslow theory creating a base from which expectancy theory develops from, both enabling a person to modify his/her input depending on the importance they have on the expected result after performing a task, as well as allowing an individual to establish which results are most likely to motivate them or others. Contrary to the similarities, expectancy theory concentrates on the needs rather than the results on a particular task where else Maslows theory focuses on how the different needs associate with themselves and what it calls fro to satisfy them and allows managers to understand the significant needs active for specific employee ensuring motivation. Expectancy theory separates effort, performance, and achievement of a certain task making it difficult and sophist icated for many individuals to explore their potentials because the effort to undertake a task will relate to the surrounding and capability to dictate the resulting achievement/performance of a person. This can be a complex process. Therefore, Maslows hierarchy of needs theory of motivation is more realistic and cheaper in motivating compared to expectancy theory of motivation. References Droar, D., 2006. Expectancy theory of motivation. Available at: http://www.arrod.co.uk/archive/concept_vroom.php [accessed 18 March 2010] Griffin, R. and G. Moorhead, 2009. Organizational behavior: managing people and organizations. 9th ed. Connecticut, US: Cengage Gunkel, M., 2006. Country-compatible incentive design: a comparison of employees performance reward preferences in German and the USA. New York: Springer Hassard, J. and M. Parker, 1993. Post modernization and organization. London, UK: SAGE Yeatts, D. and C. Hyten, 1998. High-performing self-managed work teams: a comparison of Theory to practice. London, UK: SAGE

Sylvia Plaths Words for a Nursery Essays -- Sylvia Plath Words Nurser

Sylvia Plath's Words for a Nursery Sylvia Plath’s â€Å"Words for a Nursery† depicts the embodiment of life through the symbolism of a human hand. Referring to the hand many times throughout various works(â€Å"Mirrors†, â€Å"Tulips†, â€Å"Lady Lazarus†, etc), Plath continually portrays this feature as a bodily tool around which life functions. After becoming pregnant with her first child, Plath’s analysis of the progression of life from birth to death can be seen within such a poem. Like most of her poetry, â€Å"Words for a Nursery† escalates in a positive manner until the end where death is expressed, and a sense of pessimism is briefly felt. As she suggests, life begins with the opening of the hand, the first action which will lead to eventual awareness of the world. Through her analysis of the detailed elements of the hand, and her emphasis on its ability to learn its role, Plath examines the phases of life by expressing a new stage within each stanza. From birth, through life, and finally to old age and death, Plath draws upon a series of images to metaphorically describe human existence in life’s endless cycle. Throughout â€Å"Words for a Nursery†, Plath uses various stylistic devices to relate the human hand to the progression of life. With the whole poem existing as an extended metaphor, the author encourages a reader to interpret and search for meaning. As Plath opens with â€Å"Rosebud, knot of worms†, the beginning of human life is seen. The baby’s crunched fist is a â€Å"rosebud†, it’s fingers a â€Å"knot of worms†. Continuing, we read â€Å"Heir of the first five / Sharpers; I open†. Here, readers infer that with the opening of the child’s five fingers, life begins. Although Plath does not directly state this meaning, her creativ... ...eased comprehension of life and its cycle. Since Plath uses the first person point of view to describe life as an experience, her accepted wisdom creates a natural style. She understands life to be a cycle, where even in death, life of another (in this case the â€Å"thin crows†) continues. Although pessimism toward death is evident, Plath regards life as a progression. The hand opens to allow life to begin, learns its function, and remains active until it reaches old age, where it then becomes weak and eventually dies. Through such a beautifully written metaphor, a reader learns that life is a continual development up to the time of death. From the origin to decease of individual life, the hand, just like the human, experiences growth. From thistle to silk, and rosebud to rose, life is a road of unforeseen events, all paths leading to the progression of existence.

Ethical Issues in e-Commerce Essay -- Business Ethics

Introduction The Internet has received a great deal of attention in the media lately due to its tremendous growth in usage by both consumers and businesses. The unique capabilities of the Internet has captured the attention of the marketing community. While a growing number of companies have or are interested in developing an Internet presence, there is still a great deal of uncertainty about it and the potential ethical issues associated with its use as a marketing medium. Although many businesses are acknowledging the importance of a Web site, but the potential ethical issues related to marketing on the Internet still having an uncertainty in this situation. Much less attention has been given to the business community's perceptions of the ethicalness of this new medium. The unique interactivity of the Internet has captured the marketing community's interest as a way to develop and enhance customer relationships and establish greater brand identity. Thus, many commercial services have become available on the Internet that allow consumers and organizations to interact electronically. Thes e services include booking airline tickets online, buying books and compact discs, and receiving stock market information. Although the number of consumer users and commercial organizations navigating on this "information superhighway" is growing almost exponentially, the benefits of the Internet are not without drawbacks. Ethical Issues Privacy Privacy is the condition where someone personal information can not be documented and be used by others (Parent, 1983). Privacy has been and continues to be a significant issue of concern for both current and prospective electronic commerce customers. The foll... ...try to ensure Internet security. More practically, marketers must try to target consumer groups more accurately. Minimizing unwanted consumer contacts may reduce the intensity and visibility of some dimensions of privacy issues. Last, marketing researchers must attempt to define privacy operationally. Much has been said and written about consumer privacy, but we still have little understanding of what information consumers consider private, why they consider it private, and whether this set of information changes situationally or in response to other factors. Works Cited Stead, B. A., & Gilbert, J. (2001). Ethical issues in electronic commerce. Journal of Business Ethics, 34, 75-85. Foxman, E. R., & Kilcoyne, P. (n.d.). Information technology, marketing practice, and consumer privacy: ethical issues. Journal of Public Policy & Marketing, 12(1), 106-119.

The Physics of the Sound Wave and its Effects on the Human Ear Essay

The Physics of the Sound Wave and its Effects on the Human Ear Could you imagine living in a world without sound? It would be enormously different from the world that we know. Our primary form of inter-human communication would be based on visual or tactile imagery. Our sense of perception would be changed. Telecommunication would be different. We would not have the pleasure of music or the soothing sounds of nature. Sound has had an immense impact on our world. This essay will explore the unseen world of sound waves and how humans perceive them. Generally, people hear sound waves traveling through air. These waves cannot be seen, but are heard or felt via vibration. Sound waves originate from vibrating objects and travel in longitudinal waves through mediums (such as a solid, a liquid, or a gaseous material). These types of waves are defined by the textbook as: â€Å"†¦wave[s] in which the vibrations of the medium are parallel to the direction the wave is moving.1† Figure 8.52 shows an excellent example of a tuning fork producing longitudinal waves, which are perceived as sound. It is apparent that as the prongs are struck, they move outward. As they move outward, the neighboring air molecules are compressed together creating what is called compression. The tuning fork prongs reverse the pressure as they move inward and cause a rarefaction (the opposite of a compression) in the neighboring air molecules. The process is repeated until the tuning fork returns to its resting state. As previously stated, sound waves can travel through various mediums. The universal formula to obtain the speed of a sound wave is:Speed=distance/time. â€Å"The faster which a sound wave travels, the more distance it will cover in the same period of tim... ...le that has an intensity of 10-3 W/m2 can be determined2: db = 10 log 10 ( 10-3/10-12 ) = 90-dB. Decibel levels from 0-80 dB are safe to the human ear. Prolonged exposure to sounds higher than that can result in hearing damage. With the factors of frequency and amplitude brought into relation of hearing, it is apparent that nothing would be understood without the concepts that can be referred to from physics. Physics enables the analysis of the human’s ability to understand sound waves. References: 1-Kirkpatrick, L.D. (2001). Physics A World View. (4 ed.) Philadelphia: Harcourt 2-Russell, K. (1997). Sound Waves. Retrieved: 4-30-03 From: www.umanitoba.ca/faculties/arts/linguistics/ressell/138/sec4/actoust/htm 3-Henderson, T. (1998). Sound Waves and the Eardrum. Retrieved: 4-30-03 From: Http://www.glenbrook.k12/gbssci/phys/mmedia/waves/edl.html 4

Sales Report Hema

TABLE OF CONTENTS INTRODUCTION3 COMPANY ANALYSIS (external + internal + SWOT)4 INTERNAL & EXTERNAL ANALYSIS4 HISTORY OF THE COMPANY4 HEMA’S STRUCTURE4 VISION OF THE COMPANY4 MISSION STATEMENT5 TARGET GROUP5 HEMA’S STRATEGY & POSITIONING6 FINANCIAL POSITION & COMPETITION7 PRODUCT-MARKET COMBINATION8 MARKETING MIX8 TRENDS IN RETAIL9 SWOT ANALYSIS10 STRENGHTHS:10 OPPORTUNITIES:11 THREATS:12 MARKET RESEARCH13 THE 7C’S OF EFFECTIVE WEBSITE DESIGN13 QUALITATIVE RESEARCH15 SALES PROPOSAL17 Executive Summary17 Our understanding17 YOUR COMPANY17 YOUR NEEDS17 DESCISION CRITERIA18Our Solution19 FOOD SECTION CLEANLINESS IMPROVEMENT19 PRODUCT RESTOCKING19 Conclusion19 COST AND BENEFIT ANALYSIS20 REFERENCES23 MYSTERY SHOP REPORTS24 NATALIA ROJAS24 VICTORIA TORRES24 MAIKE BOUWER24 ANNA ZAJAC25 CELIA BAUMGARTNER26 ANOUK VAN NULAND26 INTRODUCTION In September 1926, the dream of  two Jewish entrepreneurs  Arthur Isaac and Leo Meyer  opened their first store on the Kalverstra at. The company became a part of the Maxeda group, which renamed from Vendex KBB. It owns Bijenkorf, Hunkemoller, V&D, Praxis, Plan-it and Brico, Dixons and many other stores.In 2007 Maxeda sold HEMA to a British company called Lion Capital LPP. The company primarily focuses on leveraged buyout  investments in Europe. HEMA has expanded into other European countries, with stores in  the  Netherlands, Belgium, Germany, Luxembourg and France. In this report we made a sales analysis of the Hollandsche Eenheidsprijzen Maatschappij Amsterdam, HEMA. HEMA is a Dutch discount retail chain that is characterized by relative low pricing of standard housewares, which are mostly made by the chain itself in beautiful and innovative designs.HEMA offers a very wide variety of products, from books and housewares to food. HEMA is located all around the Netherlands, with in total 445 branches and thousands of employees by March 2011. We analyzed HEMA from different standpoints; we analyzed the ho usewares product section and also the food section. We visited in total 12 different stores all in different locations of the Netherlands from Amsterdam to Maastricht and we did qualitative research by analyzing the company’s external and internal environment. The goal of this report was to find out what HEMA can do to improve sales.COMPANY ANALYSIS (external + internal + SWOT) * INTERNAL & EXTERNAL ANALYSIS HISTORY OF THE COMPANY HEMA is a company with long tradition. The first store was opened on Kalverstraat on 4th of November 1926. Two Jewish entrepreneurs, Arthur Isaac and Leo Mever who have witnessed the hardest economic crisis of that century, conceived the idea. They have seen a lot of people struggling and having difficulties to make ends meet so their concept was to create a shop with different household items of affordable price but still maintaining a high quality.Thanks to Alfred Goudsmit, the director of Amsterdam-based Bijenkorf, this dream became reality and H ollandsche Eenheidsprijzen Maatschappij Amsterdam (known better as HEMA) was set up. The formula was so successful that recently new stores were opened in Germany, Belgium, Luxembourg and France. Additionally, in 2007, HEMA was sold to a British company called Lion Capital LPP. * HEMA’S STRUCTURE HEMA’s structure has changed over the years, as two different groups have owned it, and each one of them had a different way of handling their operations.The Dutch company identifies itself as an adapter, because wherever they open a new store they try to fit into the new environment and implement products that are applicable for the target audience they are pursuing. Additionally, the CEO  and shareholders play an important role in all forms of decision making for the company’s processes and changes, being constantly informed of any new ventures being pursued. * VISION OF THE COMPANY HEMA has clearly stated that what drives them toward attaining goals is the need to adapt to what consumers really want, in this constantly changing environment. We are driven by our business goals in everything we do. Consumers’ needs are changing and we continually adapt to those needs†. Over the time HEMA has been developing its brands, and now have more products than what they had when they opened their very first store. MISSION STATEMENT According to official website, HEMA’s mission statement consists of the following: â€Å"The HEMA style can be summarized in two words: ‘exceptional simplicity’, by which we mean that our products are both simple and exceptional. Long before the term ‘home brand’ was invented, we were creating and manufacturing our own products†.This concept should be applied not only to products they offer but also to services. HEMA’s mission is to turn day-to-day products into something exceptional and yet affordable. Another aspect is to recognize the continuously changing customer s’ need and satisfy them. TARGET GROUP Originally, HEMA's market segment was mainly the middle-low class with its consequent medium range income. However, over the years HEMA has attracted more individuals with a higher income, due to the guaranteed quality their products offer at a very affordable price.HEMA states that its target group are men and women of all ages and socio-economic classes as everyone can find there something for himself. However, different surveys have shown that the majority of the audience  is mainly  between the ages of 14-32, identifying young  parents,  and students as part of this segment. Lately we can note HEMA’s tendency to focus more and more on younger customers by different promotion techniques and actions. For example, they recently made a contest for students that were studying any form of design, inviting them to create a new HEMA product with their own fresh ideas.In this digital age, all companies must be aware that if the y truly want to succeed they must reach their target group through up-to-date methods. Therefore, HEMA reaches most of its customers through TV commercials, Internet, magazines and even direct mail. The most important of these, in this modern time and age, has to be its main website, which not only allows customers to shop online but also provides all the information necessary on current promotions and activities. HEMA’S STRATEGY ; POSITIONING As said above, HEMA’s aim is to make people’s life a little more convenient, independently of where they live.That is why the company is planning on expanding across Europe and probably also further. HEMA’s executives believe that the formula they offer is a good product and could go global. The company’s strategy is to captivate new trends and adapt to customers. To be so successful it is essential to have motivated and dedicated staff. To achieve it the relationship of trust and commitment must be created. That is why all decisions, which are being made, are based on belief that all employees are entitled to respect for dignity, individuality and diversity.The positioning of HEMA is based on the distinctiveness of its designs, which are done in-house by HEMA designers, and all the products at HEMA are HEMA branded (in most cases), which makes it stand out in the market by being immediately recognizable to customers. The competent price is another factor HEMA sells as a positioning point, although competition has made its low prices seem relative in comparison to all the other options now offered at the same price range or at even lower prices. HEMA often underlines its will to act with social responsibility.Thus, also the way of producing and delivering goods to customers is of high importance. The corporation uses a â€Å"naturally HEMA’’ approach to protect the environment. Whenever it is time to change the uniforms of their employees, they recycle and use them for so mething else, instead of throwing them into the garbage can. Moreover, in each one of their stores they practice a recycle culture and waste collection programs. FINANCIAL POSITION ; COMPETITION HEMA has been one of the most favourite Dutch stores in the Netherlands, and gradually is gaining hearts of other markets abroad.In the Dutch market, HEMA has 445 stores, in Belgium 62, Germany 8, Luxembourg 3 and France 7. In total HEMA has 10,000 employees, of which 80% are women and the remaining 20% are men. Currently the company is participating in a project called â€Å"return to sender†. However, it does not seek to make a profit by selling these products; it rather strives to support fair trade in third-world countries making sure that profits return to the manufacturers by means of development projects and education in the regions of origin.Hema achieved quite good results in the year 2011 especially if we take into consideration the challenging conditions. It had to face dec lining non-food retail spending, increasing competition, higher raw material prices as well as declining consumer confidence. Compared to 2010 (loss of 18. 3 â‚ ¬mln), net sales increased by 3%, and so did the net profit rising with â‚ ¬11 mln, mainly because of lower financing costs. According to the statements released by HEMA, the share in all categories improved. The company continues on investing, in 2011 spending â‚ ¬57 mln (amount comparable to 2010).However, the profit margin suffered (0. 5% lower in comparison to 2010) due to increase in price of oil, coffee and cotton. Total capital after the acquisition by Lion Capital is estimated on â‚ ¬1. 4 billion, of which 35. 4% is financed by shareholders. As far as competitors go, HEMA has found its largest competition against Jumbo Groep Holding B. V and Koninklijke Ahold B. V. , which comprises itself of Albert Heijn, Etos, and Gall ; Ga. , among others. Additionally, other competitors in retail include Kruidvat, D;A , and Zeeman. PRODUCT-MARKET COMBINATIONHereby is sum up of the best and the worst of HEMA's products, according to each box/category of the matrix: STARS-â€Å"Le Lapin† tea kettle| QUESTION MARKS-HEMA Beauty| CASH COWS-Sausage (worst)| DOGS-| MARKETING MIX Price Based on an overview of the online website, www. hema. nl, the price of products ranges from as little as . 50 to as much as 250 euros, specifically for the bicycles. However, most products range under the 20 euros or less mark, especially when it comes to its office supplies, cosmetics, beauty products, and foods & beverages.They also use many discounted product prices to boost sales. Product The products offered at HEMA are of a great and wide variety, and are divided into clothing, accessories, cosmetics, skincare products, office/school supplies, domestic appliances, home items, textiles (curtains, duvets, etc. ), food & beverages, and finally, its photo printing service, exclusive to only some HEMA stores. Acco rding to the principles of its product mix, the products themselves are not necessarily all consistent with each other, as their diversity is large.The depth of some of the products is also not as varied, though HEMA tries to have in most cases at least two different variations, mostly in price range/quality or color presentation, of the same product. Promotion HEMA is avid in its promotion of products, especially those that are discounted from week to week and new to the store. They use, as mentioned above, TV advertisements, billboards, employ the use of social media such as Facebook, Twitter, Youtube, Google+ and Pinterest, and as well as Internet advertising through their online website. Place HEMA products are sold at HEMA stores and online at www. hema. nl.There are several variations of a HEMA store, ranging from very large warehouse style to small outlets in train stations and airports. Also, specialized stores are popping up recently, such as HEMA Foto’s, HEMA Beauty , and a HEMA with only its ready-made food, in a similar â€Å"to go† style as its competitor Albert Heijn. The products are sold directly, passing on from HEMA's own suppliers in Hong Kong and Shanghai to the stores for selling. TRENDS IN RETAIL For 2012, several trends were present in the retail business in general. Firstly, the investment in mobile applications and services has increased enormously over the past year.Customers are now able to find store locations, prices, customer reviews and eventually order said products all through their mobile phone. With the continued modernity of cellphones, it is no doubt this trend will keep on climbing and showing its importance in the retail business. Another trend this year has been the stagnant sales due to the low economy in recent times. Customers are spending more on necessary products rather than retail, and it is of great importance for retail companies to find a way to demonstrate the added value and worthiness of the pro duct they are selling, as well as placing it in a competitive price range.Additionally, globalization has taken over the world and influenced greatly on retail. More and more retail companies are encouraged to expand themselves abroad, giving them the competitive edge they need to succeed. Lastly, another trend related retail is that economic times and high prices are forcing stores to become more compact, which has actually been well received by customers, who do not wish to wander in a thousand square meters to get the one product they need. SWOT ANALYSIS * STRENGHTHS: Dutch citizens have been acquainted with HEMA since 1926, which means that a large quantity of the population is attached to their brand. They have one of the most important  advantages that a company can have: loyal customers. * HEMA can be proud of its customer-oriented and committed staff, people who do their best every day achieving at the same time high customer satisfaction. * Contrarily to majority of retai lers, HEMA sells its own original brand. The company has its own design department, where highly educated employees come up with new ideas and improved products.What is more, HEMA involves its customers, among them, young talented design students who are given chance to participate in new-product creation. * Own laboratory where all the products are being strictly tested before arriving on store shelves. * Highly creative marketing team often coming up with interesting actions and promotions attracting new customers and retaining the old ones. * Good advertising and multi channel communication with customers. HEMA broadcasts its own TV commercials, distributes leaflets, sends e-mails, newsletters and of course has a well organized website where web shopping is available 24h/24. Ability to track new tendencies and adapt them in a short period; introduction of innovative fashion or an incorporation of a cafe/restaurant into stores is one of many examples. * HEMA takes into considerati on the environment during production and logistics processes. It strives to reduce amount of energy used for transportation as well as production, limits packaging to minimum, takes care of material used and the possibility of their recycling. * Offers a great diversity of household products at quite affordable prices. * Great attention toward a customer and putting his satisfaction first.Thus, each customer that is not satisfied with service provided can claim for refund. * HEMA stores expand with a high rapidity, even monthly. * Demonstrated support for various initiatives such as FAIR TRADE, Return to Sender etc. WEAKNESSES: – Although HEMA claims to produce its products in an ecofriendly manner, still a considerable number of products are made of hardly recyclable material. This aspect should be reviewed by HEMA departments and new solutions should be implemented and comply fully to company’s mission of social responsibility. Based on the market research made, HEMA product quality is not the highest in most cases, especially if comparing it to other products with the same price tag. – HEMA is currently in the process of suffering from the so-called â€Å"commodity trap†, in which its fellow competitors are selling the same comparable products HEMA does, at lower prices. – In reference to our surveys, the cleanliness and neatness of the HEMA stores can be improved upon, as well as a better control of restocking products that are being sold. HEMA’s great range of products, though a great strength, is also a great weakness, as the management of all these products can become overpowering, and the previously mentioned quality and cleanliness control become more difficult to handle. * OPPORTUNITIES: – Its current owner, the London-based private equity firm Lion Capital, has been trying to sell the company since 2011, but there are still plans to, in a year or so, retry its selling proposal. The main stakeholder in this would be Royal Ahold NV, who currently is the owner of the biggest chain of supermarkets in the Netherlands, Albert Heijn, amongst other investments.Pairing up AH and HEMA to sell their products together could prove itself as an incredibly profitable business synergy of brands. -As mentioned before in the retail trends, HEMA could take advantage of the recent mobile phone apps boost, and include an app version of their online store for mobile users to buy the products directly on the go. They already offer their HEMA Photos services online, but could work more on this growing trend to improve sales. -Even though HEMA has a claim on the Corporate Social Responsibility as a company, they could move even further with their actions by actively timulating sustainability amongst their suppliers. Not only does this actively pursue good, it provides a new selling point for customers who believe in sustainability as an added value to a product purchase. Sustainability in companies itse lf is a growing trend, considering all the education new generations have had over global warming and the threat of the carbon footprint. * THREATS: – With the recent economic crisis in 2012 with the European Union and the budget cuts, retailers in general in the Netherlands, with HEMA included, are suffering from these cuts.The Dutch government will boost the highest value added on consumer goods to 21% from 19% before the austerity measures were in place. This will affect most businesses who handle goods that are not foods or beverages, and even though HEMA does have a part of its business focused on that, it is mostly a mixed retailer. – Dutch consumer confidence has hit an all-time low since 2003, notably dropping 1. 3% in February 2012. – Due once again to the austerity, Dutch households are facing stagnant salaries with higher retail prices, which means the consumer spending will be reduced. As mentioned before in the opportunities, its current owner, Lion Capital, has been trying to sell the company since 2011 but has so far been unsuccessful to reach its desired 1. 5 billion euro asking price. There are still plans to, in a year or so, retry its selling proposal, which would provide instability within HEMA due to the change of ownership. Of course, it can not be determined whether this change will be beneficial or not, but it most certainly would be an adjustment to the company, and sales might suffer from it. MARKET RESEARCHThis section consists of an extensive and thorough market research analysis of HEMA, a multinational retail chain that caters several products in different areas of Europe. The report begins an explanation of its target group. Consequently, there is an analysis of the 7 C’s of web, and a final conclusion is provided. The overall objective is to obtain a full understanding on the views, and behaviors from HEMA’S customers, and how these influence within their purchasing decisions. TARGET GROUP Orig inally, HEMA's market segment was mainly the middle-low class with its consequent medium range income.However, over the years HEMA has attracted more individuals with a higher income, due to the guaranteed quality their products offer at a very affordable price. The audience  is mainly  between the ages of 14-32, identifying young  parents,  and students as part of this segment. HEMA is focusing more and more on younger customers by different promotion techniques and actions. For example, they recently made a contest for students that were studying any form of design, inviting them to create a new HEMA product with their own fresh ideas.Moreover, they are also reaching youngsters through their parents, personalizing their own product is a key advantage to them. In this digital age all companies must be aware that if they truly want to succeed they must reach their target group through up-to-date methods. Therefore, HEMA reaches most of its customers through TV commercials, I nternet, magazines and even direct mail. The most important of these, in this modern time and age, has to be its main website, which not only allows customers to shop online but also provides all the information necessary on current promotions and activities being organized. THE 7C’S OF EFFECTIVE WEBSITE DESIGN In order to look into the 7 C’ S, a required observation of HEMA's main website (http://www. hema. nl) was necessary to regard how each one the forms of effective design were implemented. Context- The site's layout and design is dynamic, very colorful and appealing to the senses, making it an effective tool for marketing. Content- Varied is the most proper way to describe their content. Community- HEMA allows customers to interact with each other by participating in contests, activities and promotions, as well as allowing them to voice their suggestions and complaints.Customization-Since customers can subscribe themselves and create themselves an account, it is possible to have their own customized web page, because the web site will display their most recent purchases and tailor itself automatically each single time. Communication-Their web page uses a two-way communication Connection-The site is linked to other web pages, such as YouTube, Twitter and Facebook. This enables the user to check HEMA’s account in these 3 web sites and to show their most recent acquisitions by uploading pictures of the items. It creates a special bond between the customer and the corporate.Commerce- When there is a purchase of items, the options on payment are several, and allowing the customer to decide what is his or her best option. In acknowledgement of the before stated reasons, HEMA does make a full use of the 7 c's. QUANTITATIVE RESEARCH SURVEY ANALYSIS The questionnaire will probe the following 9 questions: 1-Do you ever shop at HEMA? 2-If yes, how often? 3-Do you like HEMA, neither like it nor dislike it, or dislike it? 4-How clean are HEMA sto res? 5-Compared to its competitors are HEMA’S prices more reasonable, less reasonable or about the same. -In terms of quality, how good are HEMA’S products 7-Description of HEMA in 3 words 8-On a scale from 1-10, which overall grade would you give HEMA 9-In a maximum of 3 words, please tell us on what you would like HEMA to improve After a survey collection and thorough analysis took place, the results were the following: 1-Do you ever shop at HEMA? 95. 2% of the people interviewed admitted to have ever shopped at HEMA. 4. 8% had never shopped at HEMA before. 2-If yes, how often? From the 95. 2% whom claimed to have ever shopped at HEMA, had 94. % purchase goods at the store once a week, the remaining 5. 6% went to the store at least 3 times a week. 3-Do you like HEMA, neutral, or dislike it? 19% of the interviewees likes HEMA a great deal, 47. 6% like it a moderate amount, 14. 3% like it a little, 19% are neutral 4-How clean are HEMA stores? 19% believe the stores are clean, 61. 9% say they are moderately clean, 14. 3% state that it is slightly clean, and 4. 8% think it is not clean at all. 5-Compared to its competitors are HEMA’S prices more reasonable, less reasonable or about the same? 47. 6% believes the prices are reasonable, and a 52. % that they are less reasonable than the ones of the competitors. 6-In terms of quality, how good are HEMA’S products *90. 5% said the product quality was good, a 9. 5% said they were awful. * QUALITATIVE RESEARCH For the qualitative research, we went on a field trip to several HEMA’s to get a few in depth interviews with their customers. At the quantitative research, we mostly ask fixed answer questions to get structured answers and get clear statistics from it. The qualitative is quite the contrary, we ask open question thus not trying to persuade the customers by giving them several options as answers.We asked the following questions that are relative to the marketing research: 1. What are your experiences when shopping at HEMA? The majority of the interviewees were more than positive about their experiences. Not one had a negative experience at one of the HEMA’s. One claimed that they even have everything in the little HEMA’s in the small villages outside of the big city: â€Å"It is unbelievable (and quite scary) how accurate they know us, costumer! † Another costumer: â€Å"The employees are always friendly and helpful, even though they cannot satisfy our needs as costumers. † 2.How would you describe the quality of the products? Here again, the majority is very satisfied about the quality of the products. â€Å"The price/quality ratio is fairly good. I know what to expect from the products. Let’s take a their china for example, I know their bowls won’t last a lifetime. If I want bowls that last a lifetime I will shop at Georg Jensen. This way I can change my china more often and get a fresh new look in the kitchen. à ¢â‚¬  All the interviewees were satisfied with the products bought, though most of them take inconsideration that the products are not the best on the market. 3.What is your opinion about the tidy/cleanness of the stores? Positive feedback: â€Å"The stores look clean†, â€Å"Well organized†, â€Å"Good structure of the placement of the products† Negative feedback: â€Å"Too many products cramped into too little space†, â€Å"Quite mess at the sales shelves†, â€Å"The floors are dusty, though this problem appears in most shops†. The opinions on this question are fairly divided. The bigger shops seemed to have more negative feedback, due to its large variety of products. The overview was lost and the employers were having troubles keeping the shelves organized and the store clean.Response Summary Criteria-8 people were individually interviewed for more in-depth findings, and 40 answered a survey. SALES PROPOSAL * Executive Summary For HEMA a Dutch discount retail chain, which is characterized by relative low pricing products mainly made by the company itself, the customer’s opinion and view about the company is the most important. Time by time, the company has been including new products and ideas to the company trying to make it more attractive to buyers, and then is when the food section came to HEMA becoming its pride with products such as â€Å"rook worst’, Tompouces and pies.However, after having done some research in different locations of HEMA, we found out that even though customers like the food of HEMA, most of them think that the cleanliness of the food section is not positive. Another fact is that since HEMA is characterized by having all kind of self developed articles concentrated on daily necessities, people like to go there whenever they need something especially â€Å"urgent†. According to our research, it happens often that products are not being restocked frequently. This leave s the client with a sense of emptiness after having travelled the whole store in search of that needed product. Our understanding YOUR COMPANY HEMA is a company that makes life fun and easy in an inexpensive way. In HEMA you will find the remarkable combination of â€Å"only the best items for everyday life, with its own especial design, for surprisingly low prices† and with a staff that is always ready to help you with pride, commitment and with love for their company. YOUR NEEDS HEMA is a store where customers go mostly when they need to find something in particular, for example house ware products, school accessories or to have the 1euro breakfast. Customer who go to HEMA, mostly know what they are looking for and what they can find at HEMA.Therefore, HEMA needs to be always prepared to receive these customers, by knowing and having in advance what they are looking for. HEMA needs to create an especial importance to restocking of products. Since most HEMA’s is a lar ge store, where you mostly spend more time than in a particular store, clients do not like to go there, looking for something they know HEMA provides and not finding it because of restocking issues. Makeup, stationery, and house ware tools are some of the sections that have to be always filled. HEMA has a rather small food section, however it is famous for the good taste and low price of their products.The 1euro breakfast, the famous worst and the pastry attract fixed buyers day by day to the store. However, after our research we found out that clients were not especially happy with the cleanliness of this section. Most of the time workers who receive money are the same ones that fixed or deliver the food, this without changing or wearing hand gloves. There must be in HEMA a clear differentiation between the person who is handling the cash and that who is touching the food. In the case that this is the same person there should be a imminent use of hand gloves for each of those actio ns. Prioritized list of needs: More frequently restocking of HEMA products. * Improvement of cleanliness in the food section. DESCISION CRITERIA Key Decision Criteria| Importance(High, Med, Low)| 1. Product Restocking| Med| 2. Food Section Cleanliness Improvement| High | * Our Solution FOOD SECTION CLEANLINESS IMPROVEMENT * For the food section the solution is the implementation of gloves for all employees; enough gloves to be changed after a certain amount of time. Another solution is the distinction of the person working at the register and the person handling and preparing the food. There should not be one person who can use cash and prepare food at the same time.If necessary and for the variation there could be shifts so the employees can also perform different activities, however for one employee the shift should not chance more than once daily. Example: Natalia receives payments from 9 to 12 and then from 12 to 5 she prepares food. PRODUCT RESTOCKING * For the restocking probl em, there could be more frequently revisions of the products that need to be restocked, maybe once a week. Then the making of a product criterion should be made, recognizing which products are the most sold and therefore have to be always available.After the identification of those products, there should be made an agreement that within certain time (for example 2 weeks) those products will be delivered to the store, regardless of the already in store stock of that product. * Conclusion Our group chose HEMA as company for the importance of the store to the Dutch market. HEMA is a story with many years of experience and long trajectory in the market where customers go to purchase good quality products, with personal and innovative designs all for average low prices. Even though we did not find almost any negative points of the company and we were very leased with many aspects of HEMA such as the employees treatment towards customers or the large scale of products they offer, we all a greed on the fact that there are many times that the desired product by the customer is not in stock or the low use of gloves and cleanliness when attending the food section. These two are aspects that are rather easy to improve and that could increase the customers experience and loyalty for HEMA, of course also growing sales of new and fixed clients. COST AND BENEFIT ANALYSIS Last year HEMA obtain great results in an downsizing economie.It has maintained their position within the retail industry by winning the ‘best retail yearprice by ING’ again! Ronald Putting, CEO: â€Å"I am very proud that I can tell you that we, despite a tough economic year, have been continuing our strong line of growth. During the past year HEMA celebrated its 85th anniversary! Thus we have the recent openings of Gare du Nord and Gare Saint Lazare and next to those we already have several successful stores in France. HEMA has grown into an international retail company that continues to grow, with a strong brand that is appreciated by our customers both at home and abroad.This appreciation was once more when the consumer Netherlands HEMA in 2011 chose to best store. In 2011, market conditions were challenging and are expected to deepen the crisis in 2012. Consumers will have more need of a shop where they can rely and which also continues to surprise. A shop where the staff is ready to help consumers with special designed products of good quality and for a low price. So every day we try to make the daily lives of our customers a little bit more fun and easier. † A few figures of the year 2011 – Consumer sales went up to EUR 1. 02 million – Net sales increased just as in 2010 by more than 3% to EUR 1,150 million – The market share of HEMA in all categories improved – The operating result (EBITDA) remained virtually unchanged (euro 155 million) – 47 new stores were opened: 33 in the Netherlands, 8 in Belgium, 2 in Germany and 4 in France. Improvements that can be made In our sales proposal you can read that the most important thing we think that HEMA can improve are: 1. Product restocking 2. Food section cleanliness improvement Lets start of with the product restocking.To sum up the stocks in the store are not at neat as it should be. Some products are placed in the middle of the corridor, which gives a messy appearance of the whole store. In our opinion the manager who is responsible for the product division and visual standards should be educated about this particular subject. HEMA could decide to give those managers some extra training. For improvement of the HEMA food section employees can be trained by a dutch company called HACCP Direct. This will cost HEMA â‚ ¬69,- per store and they will receive a HACCP certificate that is needed to sell food in Holland.Because HEMA is already licenced to sell food the certificates are not necessary to obtain again. But we do think that some extra training is neede d and can be obtained by following an online course. This course will obtain the following subjects: 1. The importance of hygiene and the HACCP method 2. Personal hygiene 3. Cleaning, waste and vermin 4. Temperature Control 5. Furnishing of business premises 6. Purchasing, Storage and shelf life 7. (For) preparing, presenting and serving After these two points of improvement we believe that HEMA is right where they want to be, HEMA wants to be number one.The best in the Netherlands, Belgium, Germany, Luxembourg, France and beyond. HEMA believes that the traditional Dutch success formula of special simplicity with everyone. Anywhere in the world: from city to countryside, from Amsterdam to Tokyo. ING Retail Year price HEMA was chosen by the public overall winner and may have a year long Retailer of the Netherlands'. With an average score of 7. 50 won HEMA in October 2011 even though the audience in the category Baby & Children. HEMA scored during the first round of the high aspect Va lue (7. 92) and Price level (7. 83).During the second round of voting – where the public could vote only on the 26 category winners – HEMA earned fifteen percent of the total number to earn points. HEMA won this award in 2003 and in 2008. In 2005 won the Jury HEMA Price Retail. Special HEMA Beauty shops HEMA opens two beauty shops named HEMA Beauty. HEMA Beauty has been opened the 12th of October 2012 in Amsterdam's Kalverstraat and the day after the opening of the HEMA beauty store in the Barteljorisstraat in Haarlem took place. Now HEMA customers can come in for all their makeup, skincare, inspiration and personal advice. REFERENCES ttp://www. hema. nl/hema/over-hema. aspx http://www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf http://www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf http://www. hema. nl/hema/about-hema. aspx http://www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf http://www. returntosender. nl/en/about/partners htt p://www. hema. nl/hema/voor-de-pers/persberichten. aspx http://www. retail-business-review. com/companies/hema-b http://www. sas. com/news/sascom/2012q1/industry_spotlight. html http://berenschotstrategies. wordpress. com/2011/04/06/hema-in-de-commodity-tra/ ttp://www. marketwatch. com/story/dutch-retailer-hema-no-longer-on-block-sources-2011-06-22 http://edepot. wur. nl/167998 http://www. bloomberg. com/news/2012-05-08/dutch-retailers-face-profit-blow-as-taxes-chill-spending. html http://www. hema. nl/hema/over-hema. aspx http://www. psbydila. com/hema-beauty http://www. haccpdirect. nl/haccp-cursus/ http://perssupport. nl/apssite/persberichten/full/2012/03/27/HEMA+rapporteert+positieve+resultaten+2011 * MYSTERY SHOP REPORTS NATALIA ROJAS Maastricht and Leiden Comparing the two HEMA stores that I visited, I came to different conclusions.First it was appealing to me that both stores were clean and were being cleaned at the moment, so in both cases was the cleaning good. In the food counter in Leiden, even though I bought a closed product, which is a bottle, I did not see any of the employees wearing gloves at any moment, at Maastricht I passes by the food counter as well in the breakfast hour, but I did not see anybody with gloves either. That means in both Leiden and Maastricht the employees were not clean enough in terms of food. In Leiden I was looking for a whiteboard, I asked a girl if they had it, and she said that not in the moment.She knew about what I was talking about so she was acquainted with the store products which is good. the product I was looking for was not there but they had a similar option. In Maastricht I bought a blanket and in the casa I asked the girl if she knew if the blanket was good enough for the Winter to which she responded good enough saying that it has a level 3 which means that it is pretty good for pretty much all seasons, so I was satisfied with my blanket. In Maastricht though the girl in the casa was trying to get rid of people fast because it was pretty much a rush hour and there were a lot of people on the line.However I was satisfied with the product information and personal service at both locations. In conclusion I would say that HEMA employees are well trained and know enough about the products and the store, even though all the products that I needed were not there that is something that can happen everywhere. However probably the cleaning in the food section should be improved at all times and everywhere. VICTORIA TORRES Kalverstraat and hemareguliersbreestraat After analyzing patterns from one HEMA to another, we conclude that; hygiene should become more of a priority.Both locations shared the same pitfall, which was not wearing gloves when in contact with food nor when touching money from the customer. However, employees are well trained and able to answer questions about their product line, for instance the materials used to fabricate such product or its’ origin. Moreover, the answ ers were quite well formulated in acceptable English, bearing in mind that this is not their mother tongue. In a nutshell, the personnel are competent enough, yet sanitization is not as efficient as it should be. MAIKE BOUWER Vleuten and Utrecht Vleuten is a small town right outside Utrecht.Only recently it has opened a HEMA store where the basics are being sold. There were two employees working in the store when I entered. The first one greeted me right when I entered the store. The second employee was busy filling the shelves but still managed to say good morning when I passed by. Both staff members were wearing a HEMA shirt with black pants. The first employee helped me find the duvet covers, knew exactly where they were placed and which one I needed. Though observing the first employee helping another customer at the ‘food section’ she did not wash her hands, neither was the use of cloves involved.Overall the HEMA in Vleuten is a neat store where everything is in pl ace and the employees are friendly. They know the store very well, reasoning that the store is fairly small and has fewer products than the big stores in large cities. The food section, which one hardly can call a section, was not very hygienic. HEMA could improve their hygienic matters by using cloves or wash their hands before touching the food products. Though the employee used a tang to take the sausage and did not get in contact with the sausage self. In general, the small HEMA in Vleuten is a well-organized store with well-trained staff.In comparison with the HEMA in Vleuten, the HEMA in Utrecht is huge. The store is two stories high and is very elaborated. While walking around for a while through the shelves, none of the employee bothered to greet me. Even though I had not received a good morning, the employees looked neat and were all wearing the same outfit. The food section in Utrecht is quite large though the hygiene is not well thought through. No cloves were used when I ordered my sandwich. Wondering if it was a coincidence, I stayed around the food section to observe the others ordering their food.None of the employees washed their hands in my time of observing. The other sections of the store were clean and organized however the food section is certainly a weakness. They could improve by wearing cloves and changing them regularly. Another advice I would give HEMA is to introduce freshly prepared food instead of pre-rolling sandwiches. ANNA ZAJAC Amstelveen and Schiphol The HEMA stores I decided to visit are situated in two different places. One is Amstelveen, peaceful outskirts of Amsterdam and the other, International Airport – Schiphol. I was curious if there could be a difference in service delivered by the employees.As my report demonstrates, I have encountered a major interest, help and friendliness in the store situated in Amstelveen. In both situations the employees were kind and eager to help me. The first one helped me to find a model of a product I was searching for while the other prepared something that I probably should have done on my own. Both had no problem with speaking English with me and made me feel comfortable from the first moment. What is more, I was surprised by a discount I got at the checkout. The store overall was rather clean and kept in order. When it comes to the second store my impressions are a little less positive.The stuff was less cheerful and in some cases they could not answer my questions at all! The level of English was surprisingly lower than that of Amstelveen’s employees. It should be other way around considered that every day thousands of tourists pass through Schiphol Airport. Aspects I would like to seen improved are the employees’ awareness of the products they sell (FairTrade, for example), their readiness to deal with the customer and nicer attitude as well as better command of foreign language. There should be more pressure on keeping food fresh (it coul d be kept in special containers or coverages). CELIA BAUMGARTNERBijlmer Arena and Ferdinand Bolstraat The HEMA chain and concept is a wonderful idea that has spanned great success overtime. However, there are some points that could be worked on based on the day-to-day administration at their shops. The store has a very self-serviced mindset, but perhaps if they worked towards improving their availability to customers, they would be able to improve their sales even more. Also, training employees is of great importance, and it would be nice to see a consistency in the quality of employees working at HEMA, considering it is rather jarring to have good and bad experiences from the same brand store.Product placement is ideal, and we know HEMA is aware of this, as they go to great lengths to display products on â€Å"discount† (they simply happen to be that price the whole time, but they make the customer feel as though they are buying something less expensive). It would be greatly improved if they would work on becoming more neat in their display arrangement, and once again, have more staff on hand to do all the arrangements, the same way AH is always stock full any time of the day.Not only would the displays look more lively and inviting, but it would give HEMA a greater opportunity to sell if their products are actually there to purchase. ANOUK VAN NULAND Kinkerstraat and Nieuwendijk I have visited two stores one in the Oud-West area of Amsterdam and one in the city center. To start of when I entered the store there was nobody to great me. They were all busy with doing their own tasks and were focused on that and on talking with each other. Even tough that’s not what you expect when you come in to a store, in store like this it is fine by me.It just a feeling you get when you are in a store they are very friendly when you ask something and they enjoy their job. I think that’s the most important thing there is. Next to the atmosphere in the st ore there are some practical things I would like to point out. The division of the stores is not really practical. Some large articles do deserve a bit more place and in the middle of the walk there were lots of items on display which gives the stores a messy appearance. The foodarea of the HEMA in the Kinkerstraat was a bit messy. Different kind of ingredients on the same work plate.Nevertheless the food tasted fresh and with good ingredients. The sales person was wearing plastic gloves when she picked up the food, but unfortunately she also received my money with that same hand. 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