Building Sustainable Organizations Analysis

The report discusses the HRM practices in an organization through the case study of a   hospital which is located in Australia with around 400 staff members. The hospital has its unit across the Australia. The case study discusses ineffective HR practices operating in the hospital administration which have contributed to high attrition, grievances, absenteeism and shortage of staff in the organization. The hospital has been reported to have some serious accidents involving patients and staff members. The case then discussed a contrasting view of another hospital that is effectively implementing HRM practices in its administration through employee engagement activities, HR policies, job analysis and recruitment and selection. The hospital has been reported to have great patient services because of its sustainable management practices and policies. The first hospital discussed in the case reflects ineffective HRM practices which have degraded the quality of patient services and have even led to some serious patient accidents. The hospital only has one payroll department which takes care of the salary of the employees and one HR consultant who conducts weekly visits to the hospital. All the responsibilities of an HR manager have been laid down on the middle managers which has overburdened them. The CEO of the hospital has been overlooking the consequences of this activity of overburdening middle managers. This has resulted in work conflicts, staff turnover and absenteeism. The overall quality of the services of the hospital has also degraded. The hospital lacks an effective munication model, which is taken care by an HR manager. Effective munication is required for assigning roles and responsibilities, boosting employee confidence and evaluating performance of the employee. An effective munication holds an organization together through effective policies, employee handbook, meetings and conferences, performance evaluation, employee engagement etc. munication helps to transfer the information from one department to other and thus maintains the flow of information through mails, telephones, meetings, documents, employee record etc (Fielding, 2006). It is the role of an HR to maintain an effective munication in an organization which is not present in the hospital. Employment r elations are also not being properly managed ineffective HR policies. Employment relations are required to hold the employees and have good staff retention in the hospital through developing relation between employee and the hospital through benefits and pensation, appraisal system etc (Gardner & Palmer, 1997). The employee gets frustrated and demotivated due to work conflicts and situation based problems. They need to be motivated by an HR manager through meetings and other activities. The managers are not even aware that these assigned responsibilities are not even part of their job and get frustrated sometimes which creates absenteeism and staff turnover. This overall impacts employee petence through work conflicts and absenteeism which indirectly affects the quality of the services of hospital and leads to disappoint patient. This spoils the image of the hospital and affects the long terms goals and objectives of the organization. A sustainable HRM model is required to improve the quality of the services of the hospital (Wolper, 2004). The CEO of the hospital needs to review the performance of the hospital in order to build a sustainable business model. He needs to understand that an HR consultant is not enough while considering the long term goals and objectives of the organization. The patient care and safety are one of the essential ponents for a successful running hospital which are not as per the norms of a hospital. The severe accidents may increase in the future and may have disastrous consequences on the operational system of hospital. The CEO needs to develop a sustainable HRM model in order to achieve the long term goals and objectives of the hospital (Wolper, 2004). CEO would have to create an effective HR department and ensure proper implementation of the HR policies and practices. He could have a look at the HRM model of other successfully running hospital as mentioned in the case study. The hospital has a proper HR department which has led to quality services to the hospital through its staff retention and employee engagement. Thus, CEO should plan to develop an HRM model in the hospital by considering the following roles and responsibilities of an HR department and should hire an HR manager who could assist him in other recruits for the department. The HR manager is responsible for hiring the suitable employees as per the needs and requirement of the job profile in the organization. Employees are recruited through different channels such as newspaper ads, online ads, networking, telephone etc. It is the responsibility of an HR to use the right channel for selection (Brinkerhoff & Goldsmith, 1992). When a new employee gets hired and joins the organization, he needs to be well versed about the organization and his duties and job role. The HR manager guides and instructs the employee through an induction and training program regarding what he would be expected to do through employee handbook, job description, pany policy manual and training and mentoring. He also checks all the required documents of the employee such as id proof, degrees etc (Brinkerhoff & Goldsmith, 1992). It is the duty of an HR manager to ensure that hospital plies with the rules and regulations of the government through his legal research expertise on hospital. The hospital must abide by the laws as prescribed by the government which may include recruitment contracts with the medical practitioners. Then there are employee contracts which should be very well documented (Brinkerhoff & Goldsmith, 1992). It is the duty of an HR to control and monitor the performance of an employee through employee engagement, resolving work conflict, handling grievances, appraisal system etc. The employee performance is responsible for quality of the services of a hospital. An HR boosts the confidence of employees through different activities and ensures smooth operational activities in an organization (Wolper, 2004). An HR manager is also involved in core team of a hospital and helps in building strategies in alignment with the goals and objectives of the organization. An HR manager acts as an intermediate between the employees and the hospital and thus, helps to resolve employee issues and concerns through proper planning and devising solution (Evans, 1990). Training and development is a very crucial element to develop a sustainable business model in hospital industry. It ensures quality services and equipping the staff with latest technology and practices in the market. It is the duty of an HR to conduct regular training in the hospital such as handling patient effectively, being polite to the patient etc. Thus way training improves the quality standard of a hospital (Savage, Fottler & Khatri, 2010). HR is responsible for running operations of a hospital smoothly and effective administration is the core element of HRM in hospital. The responsibilities may vary from hospital to hospital (Fried, Fottler & Johnson, 2005). Studying the above roles and responsibilities, it can be evaluated that an HR plays a very important role in effective delivery of services and ensuring quality patient care. Further, the report would discuss the ways to develop a sustainable HRM model in a hospital and its consequences. A sustainable HRM model consists of six elements which would be discussed one by one below: HR Management Systems: It ensures that the operational activities are being maintained in an organization through integration of data, staffing and placement and employee support system. The data is helpful is evaluating the performance of the employees and provides employee feedback and coaching and mentoring to the employees if required. This would improve overall work productivity of the hospital through an effective appraisal system and policies and measures (Evans, 1990). Leadership: Employees look for continuous guidance and instructions from their superiors to make sure that their work is in alignment with the goals and objectives of the hospital. HR manager would make sure that the employees are fully aware of their job profile and expected results through intensive planning and organizing. Their involvement in the decision making process ensures that the hospital’s planning, budgeting and organizing considers the issues and concerns raised by the employees. Thus, an HR ensures that there is continuous involvement of stakeholders in the decision making process (Evans, 1990). Partnership: A hospital must ensure that there is proper planning, organizing and optimum utilization of the resources. Partnership is a way to hold the stakeholders and direct them towards a mon goal and objective of the organization (Evans, 1990). Finance: Employees need motivation in order to increase their work productivity which can be ensured through timely incentives and a properly defined salary structure for an employee. The salary package of an employee must be defined in advance so that he is aware about his benefits which may include education, medical, allowances etc (Evans, 1990). Education: Employees look for their career advancement and growth in an organization. Education would motivate them and would also help to increase the work productivity of a hospital (Evans, 1990). Policy: An organization must have effective policies to ensure discipline in the system. An employee must abide by the rules and regulations of an organization so as to align with the goals and objectives of the hospital (Evans, 1990). Thus, a sustainable framework can be ensured through following approaches: A sustainable HRM model would involve four steps which are as follows: Purpose: The purpose is analyse the current situation which can be done through various methods such as taking feedback from the stakeholders, reviewing the records and documents etc. In the case study, CEO must identify the key stakeholders first and then analyse the plete situation through the inputs received from the stakeholders (Savage, Fottler & Khatri, 2010). The process can be carried out through a meeting with the key stakeholders, reviewing the existing HR documents which can be collected from HR consultant and payroll manager. This would help in identifying the root cause of the problem (Savage, Fottler & Khatri, 2010). Purpose: Once the inputs have been received from the previous step, this step would define the actions required to be taken. This would be carried out through prioritizing the actions which are necessary in the current scenario. The planning would involve cost calculation for the implementation of those actions and the consequences the actions would have on the hospital (Savage, Fottler & Khatri, 2010). Purpose: The most critical part of building HRM model is the execution of the planned layout and most of the organizations fail at the execution level. Thus, a leader must ensure that the roles and responsibilities are properly allocated to the respective departments and employees so as to ensure that an effective implementation is being carried out (Savage, Fottler & Khatri, 2010). Thus, the phase would involve planning the execution though funding, allocating the responsibilities and budget planning for the action plan. Purpose: It is very important to measure the success of plan that has been executed and evaluate the process of implementation. Monitoring and controlling helps to determine the milestone achieved and helps in future planning (Savage, Fottler & Khatri, 2010). The process involves analyzing the key stakeholders who would decide the factors for monitoring and evaluating the execution. The roles and responsibilities of the employees must be clearly defined (Savage, Fottler & Khatri, 2010). Developing a sustainable business model for any organization is a challenging task and requires the contribution of all the stakeholders of an organization. But, once the framework is being developed, it would have great results in terms of employee mitment and improve the service quality of the hospital. Effective munication: munication helps in constant flow of information in an organization. An effective munication is required in an organization to keep the employees updated regarding their roles and responsibilities. The HR manager would ensure an effective munication in the organization (Zelles, 2012). Performance Management: Performance management must be evaluated on a regular basis in an organization. Effective HR policies would help to evaluate the performance of an employee (Niles, 2012). Employment Relations: An organization must ensure that the employees are satisfied with their job role to maintain employment relations. An HR manager acts as an intermediate between the organization and the employee to build trust and loyalty among the employees which helps to increase the work productivity (Zelles, 2012). Thus, a sustainable HRM Model is crucial for an organization to ensure employee mitment and quality services. The r mendations for the CEO of the hospital are as follows: The report has analyzed the case study and the measures required to be taken in order to devise a solution for the same. The discussion has involved the steps that CEO needs to consider to build a sustainable HRM Model for his hospital to improve the quality of the services. Most importantly, a sustainable model requires a great leader, HR management systems, effective HR policies and involvement of key stakeholders in the decision making process. Gardner, M & Palmer, G. (1997). Employment Relations:  Industrial Relations and Human Resource Management in Australia. Melbourne: Macmillan Education AU. Dressler, S. (2004). Strategy, Organization and Performance Management:  From Basics to Best Practices. Sydney: Universal-Publishers. Colbert, B.A. &Kurucz E.C. (2007).Three Conceptions of Triple Bottom Line Business Sustainability and the Role for HRM.Pro-Quest, 30(1), 21-29. Brinkerhoff, D.W. & Goldsmith, A.A. (March 1992). Promoting the sustainability of development institutions: A framework for strategy.World Development, 20(3), 369-383. Hahn, T., Pinkse, J., Preuss, L. (March 2015). Tensions in Corporate Sustainability: Towards an Integrative Framework. Journal of Business Ethics. 127(2), 297-316. Savage, G.T., Fottler, M.D. and Khatri, N. (27 July 2010). Strategic Human Resource Management in Health Care. UK: Emerald Group Publishing. Fried, B., Fottler, M.D. and Johnson, J.A. (2005).Human Resources in Healthcare:  Managing for Success. US: Health Administration Press. Evans, D.W. (1990). People, munication and Organisations. London: Pitman. Anthony, R.J. (2009). Organizations, People & Effective munication:  Most Good and Bad Consequences e Down to People and munication. US: UNIV READERS Holbeche, L & Matthews, G. (2012). Engaged:  Unleashing Your Organization's Potential Through Employee Engagement. US: Wiley. Zelles, R. (2012). Methodologies to measure and define Employee Engagement. Germany: GRIN Verlag. Bridger, E. (2014). Employee Engagement. London: Kogan Page Publishers. Macev, W.H., Schneider, B., Barbera, K.M., & Young, S.A. (2011). Employee Engagement:  Tools for Analysis, Practice, and petitive Advantage. London: John Wiley & Sons. Flynn, W.J., Mathis, R.L., Jackson, J.H., & Valentine,S.R. (2015). Healthcare Human Resource Management. US: Cengage Learning. Wolper, L.F. (2004). Health Care Administration:  Planning, Implementing, and Managing Organized Delivery Systems. Burlington: Jones & Bartlett Learning. Nick, G., Reinhold, G., & Valerie, I. (2005). Managing Health Services. UK: McGraw-Hill Education. Niles, N.J. (2012). Basic Concepts of Health Care Human Resource Management. Burlington: Jones & Bartlett Publishers.

Main differences between perfect competition and monopoly market Essay - 2

Main differences between perfect competition and monopoly market structures - Essay Example Additionally, the firms already in perfect competition have no way of exploiting customers, because other firms can entre and compete with them. Furthermore, firms in this market structure have good price information because buyers or consumers have to know the prices so that they can compare with other firms before they buy a product. On the other hand, suppliers have to know the prices so that they can merge them with others (OConnor 2004). Based on the above analysis of firms in perfect competition, the following assumptions can be deduced from the firms. The firms offer homogenous products meaning that products are differentiated in terms of packaging or branding so as to beat competition and stay in business. Buyers and sellers in this market are many, and this means that exit of seller in the market has no effect on the prices. This further indicates that both buyers and sellers have no influence on price hence price is determined by market (Chakra arty 2009). Firms under perfect competition have no influence on the price therefore they are the price takers. Because of existence of many firms in the market each firm charges the price determined by the demand and market supply. In the short-run, firms under perfect competition make supernormal profits or loss. Because of no barriers to entry or exit from market structures under perfect competition, other firms join into the market and if they make losses, firms making losses exit the market. In the long run, due to the many firms that have joined the market influenced by super-normal profits made by other firms, the supply in the market will be more hence supply curve shifts to the right to the point where super-normal profits are no more (Khanna, 2008). Additionally, in the long run supply has more influence on the price than the demand. The first graph represents market of many suppliers and many

Latinos as into the United States Essay Example | Topics and Well Written Essays - 1000 words

Latinos as into the United States - Essay Example Factors driving Mexican migration to the United States in 1848-1945 Mexican revolution in 1910 was the push factor that sparked a large exodus of Mexican laborers to the southwest though this push coincided with a pull force in United State of economic development (Ornelas, 1999). Economic development mainly in California, Arizona and Texas contributed by extensive irrigation system, elaborate transport system and the demand induced by World War 1 (Ornelas, 1999). Social and economic instability in home land caused Mexican laborers to be attracted in United State where unskilled laborers in southwestern industries were paid even five times better compared to similar industries in the home country (Ornelas, 1999), thus higher wage was the attractive pull force to Mexican. According to Ornelas department of labor in 1914 reported that about 8000 aliens mainly of Mexican had entered United State at Eagle pass, Significant northward movement by Mexican laborer began with construction of Mexican railroad connecting United State border towns with Mexico city and greatly increased with completion of construction of rail road in 1980’s (Ornelas,1999) this is because rail road provided the most common mode of transport for Mexican migrant.aso automobile transport provided another means of transport to United State (Ornelas,1999). Due to intensified military operation after the assassination of President Francisco Madero, many people were panic stricken and this lead to expanded dimension of movement across the border and many Mexican ended up in United State (Ornelas, 1999).

Irony Essay Example for Free

Irony Essay Both â€Å"The Necklace† and â€Å"The Gift of the Magi† have plots that depend in large measure on the use of situational irony to create a surprise ending. â€Å"The Necklace† tells the story of Madame Mathilde Loise, a lowly clerk’s wife, who, in an effort to appear more debonaire than she is, borrows expensive jewels from Madame Jeanne Forestier, a wealthy friend. After the inevitable loss of the jewels, Madame Loisel and her husband secretly replace the jewels. Years later, Madame Loise, now impoverished, encounters Madame Forestier on the streets of Paris and admits to the secret. Madame Forestier, shocked by the change in Loise, explains that the necklace was merely costume jewelry. The situational irony that both the reader and Madame Loise experience simultaneously is the twist, the unexpected turn of events that is both a perfect example of irony and the very element that makes the plot so original and memorable. Similarly, â€Å"The Gift of the Magi† employs irony to provide the unexpected ending. A young couple, barely able to feed and house themselves, sells their most valuable possessions to buy presents for each other. In an ironic catch typical of O’Henry, Della sells her hair to buy a watch fob for Jim, her husband. Jim, in turn has secretly sold his watch to buy the tortoise-shell combs Della dreamed of running through her long, dark hair. The story makes use of both dramatic irony and situational irony to create the literally-doubly ironic ending: both â€Å"sacrifice for each other the greatest treasures of their house. †

Social Traditions in Medea, The Piano, and The Age of Innocence Essay

Social Traditions in Medea, The Piano, and The Age of Innocence Traditions demonstrate a set of social norms that have been followed and adapted to for an elongated amount of time. In each of the plots, Medea, The Piano, and The Age of Innocence, the standard set by society was broken and the consequences imposed took form in varying degrees and shapes of violence. Whether it was outright murder as in Medea, or a more subtle but intense struggle as in The Age of Innocence, these consequences serve as the community's opinion of this breach of its expectations for its members. All societies have many traditions set up, and each of the characters in the books either plays the role of someone who helps to uphold these traditions by following them and imposing consequences on those who don't, or someone who disregards tradition and attempts to point out its pitfalls and shortcomings in modern society. The first role, the person who reinforces tradition, is generally someone who refuses to think outside the box, or does not like the product of going against the tide. This person is comfortable with the way that society has set itself up as far as social norms and expectations. Edith Wharton's character of Newland Archer describes May Welland's innocence as a "helpless and timorous girlhood...she dropped back into the usual, as a too adventurous child takes refuge in its mother's arms." (Wharton 123) May Welland and her family are quite content living within the boundaries that New York society has erected for them, and they fear the changes and consequenc es of acting otherwise. The adventurous spirit of Newland Archer is dangerous to their precious social norms and unwritten rules for how to conduct oneself in society. Howev... ... when his son learns a story of his relations with Ellen and speaks to him about it many years after (Wharton 41). The lesson that he learns is that society is very concerned with the affairs of its members and even his wife had heard the rumors about the two cousins. While May was busy upholding her traditional role as faithful wife, she also was acting within social norms and ignoring his infatuation with her cousin Ellen, and allowing a facade of a strong marriage to continue. The violence presented in this book, while not as obvious as that in The Piano or Medea, is no less intense. May's innocent look but underlying manipulation of Archer's feelings towards her and his feelings of obligation demonstrate a great struggle between the "innocent" May Welland who looks "blankly at blankness" and the "fiery beauty" of Ellen, and both of their desires for Archer.

Swange Dance

SWANGE DANCE Introduction. Benue State is state of the historic Benue river, a State renowned for the valiancy of its progenitors, a State of notable political gladiators and hardworking people who rightly brand themselves as ‘the food basket of the nation’. Benue is also a State of rich cultures and traditions, as exemplified in the world acclaimed SWANGE DANCE which has brought fame to both the State and the nation. Meaning of Dance Dance is a type of art that generally involves movement of the body, often rhythmic and to music.It is performed in many cultures as a form of emotional expression, social interaction, or exercise, in a spiritual or performance setting, and is sometimes used to express ideas or tell a story. Dance may also be regarded as a form of nonverbal communication between humans or other animals, as in bee dances and behaviour patterns such as a mating dances. Definitions of what constitutes dance can depend on social and cultural norms and aesthetic , artistic and moral sensibilities.Definitions may range from functional movement (such as folk dance) to virtuoso techniques such as ballet. Martial arts kata are often compared to dances, and sports such as gymnastics, figure skating and synchronized swimming are generally thought to incorporate dance. In some cases, the motion of ordinarily inanimate objects may be described as dance (the leaves danced in the wind). History Dance does not leave behind clearly identifiable physical artifacts such as stone tools, hunting implements or cave paintings. It is not possible to say when dance became part of human culture.Joseph Jordania recently suggested that dance, together with rhythmic music and body painting, was designed by the forces of natural selection at the early stage of hominid evolution as a potent tool to put groups of human ancestors in a battle trance, a specific altered state of consciousness. The same could be said of the Swange dance which originated from middle belt of Nigeria, Benue state, among the Tiv, Igala and Idoma people, a locale which is around the River Niger. Swange is a popular social dance of the Tiv people of Benue State in Central Nigeria.It is a dance of fast, slow, rhythmic and undulating movements, expressing youth and vigour. Swange is played at various types of social and religious functions for the enjoyment of the old and the young. The dance is characterized by rhythmic contortion in slow mode & vibrant display, typical of African dance forms. It has wonderful beat and beautiful rhythm. It is heavily percussion- based, aided by a traditional horn (al-gaita), which blows in an unbroken succession for as long as the drumming, Singing and dancing is going on. The dance particularly exhibits fluidity in body movement, which was inspirited by the flow of the River .Sixfootplus had this to say about it â€Å"Swange is the name given to the traditional dance of the Tiv-speaking people of Benue state of Nigeria. The dance is cha racterized by rhythmic contortion in slow mode & vibrant display, typical of African dance forms. It is heavily percussion- based, aided by a traditional horn (al-gaita), which blows in an unbroken succession for as long as the drumming, Singing and dancing is going on. † Some Benue artists mix this dance pattern up with their stage performances to the admiration of their fans; notable amond these are, Zulezoo, Bravo D, Sixfootplus etc.If you have been opportuned to listen to Swange music or watched the Swange dance, let us know what you feel about it. Significance of Swange Dance Swange Dance has been an important part of ceremony, rituals, celebrations and entertainment since before the birth of the earliest human civilizations. [pic] Swange Dance References www. nairaland. com/12749/swange-music-how-see-it http://www. goodlife. com. ng/gltourism. php? gltourism=read&id=164 Joseph Jordania, 2011, Why do People Sing? Music in Human Evolution, Logos, pg. 98-102

Marketing and Starbucks Essay

1.0 Introduction: The Starbucks Corporation was founded by three entrepreneurs at the place called Seattle in 1971. Initially they were selling of whole bean coffee in one Seattle store and by the year 1982 the business had grown tremendously and has opened five stores selling the coffee beans, a roasting facility, and a wholesale business for local restaurants. When the Starbucks started its business it was only a small retail coffee shop as like the other coffee shops. The main vision of the Starbucks owners was to educate customers about the fine coffees and feel the smell of the Dark roasted coffee, selling just the coffee was not their aim as the coffee was sold in the USA since 1960’s (Starbucks case study). Howard Schultz was recruited as the manager of retail and marketing and it was Howard who brought new ideas to the owners, but he was turned down. Schultz in turn opened his own coffee bar was named Il Giornale in 1986 based on Italian coffee cafes, selling brewed Starbucks coffee. By 1987, Schultz had expanded to three coffee bars and bought Starbucks from the original owners for $4 million and changed the name of his coffee bars from Il Giornale to Starbucks. His intention for the company was to grow slowly with a very solid foundation. For the first two years, Starbucks losses doubled as overhead and operating expenses increased with Starbucks expansion. Schultz stood his ground and did not sacrifice long term integrity and values for short-term profit. By 1991, Starbucks sales increased by 84% and the company were out of debt. Starbucks grew to 20 stores by 1988. By 1996 it grew to 870 stores with plans to open 2000 stores by the year 2000. 2.0 Marketing stategyof Starbuks: Marketing strategy is carrying out segmentation, targeting and positioning. Doing the detailed understanding of the marketplace into strategic decisions and the targeting of appropriate customer groups. This targeting should emphasise on any differential advantages and adopt a suitable positioning within the target segments (Dibb and Simkin, 1996). Starbucks has adopted a Differentiation strategy it is a strategy which seeks to provide product or service that offer benefits and should be different from competitors that are widely valued by customers. The aim this strategy is to achieve advantage by offering better products or services at same or higher price. When Starbucks was launched there were many coffee bars in the United States at that time but Starbucks wanted to stand unique from the others. Marketing has powerful potential to contribute to the highly important aspects of the organisational competitiveness, namely innovation (Kerin, 1992) and competitive analysis (Varadarajan, 1992) and Schulz wanted to innovate and recreate the experience of the Italian coffee bar culture. Starbucks mainly focused on the strategy of new products, a stronger connection with the customers as the Third place and expanding store locations in the United States and abroad. Starbucks has followed the simple STP process (Segmentation, Targeting and Positioning). 2.1 Segmentation: Market Segmentation is a process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviour that might require separate products or marketing programs is called Market Segmentation (Kotler and Armstrong, 2006). Initially Starbucks was based as a Socio-Economic segmentation base in consumer Markets as it has concentrated on social class particularly the business class people those who are working at the office and wanted to have a cup of coffee with a good atmosphere and facilities. Starbucks also had segmented his market by geographic and demographically by selecting the store location where they can find the educated and coffee lovers (Dibb and Simkin, 1996). 2.2Targeting: After a company has defined market segments, it can enter one or many segments of a given market and should make decision about how many and which customer groups to target (Dibb and Simkin, 1996). Target Marketing is a process of evaluating each market segment’s attractiveness and selecting one or more segments to enter (Kotler and Armstrong, 2006). The concept of target marketing is a logical implication of the basic philosophy of marketing (Lancaster and Massingham, 1993). A company should target segments in which it can profitably generate the greatest customer value and sustain it overtime. Starbucks wanted to develop a reputable relationship with the customers, Most of companies enter in a new market y serving a single segment, and if this proves successful than they add more segments, initially Starbucks did the same thing targeted the parents with the young children and it was hit concept and it has added more segments by including Teenagers and developed its product range also (Kotler and Armstrong, 2006). 2.3 Positioning: Once the company has decided which market segments to enter it should decide what positions it wants to occupy in those segments. Market Positioning is arranging for a product to occupy clear, distinctive, and desirable place relative to competing products in the minds of target customers. A products position is the place that the product occupies relative to competitors in consumers minds. Here in this case the Starbucks has developed a unique market position for their products because if a product is to be exactly same like the others on the market than consumers would have no reason to buy it. Starbucks has positioned themselves in the market as a highly reputed brand (Kotler and Armstrong, 2006). In this case Starbucks has planned his positioning in such a way that it distinguish their products from competing brands and give them the greatest strategic advantage in their target markets. Starbucks has a descriptively simple statement to inspire and nurture the human spirit-â€Å"one person, one cup, and one neighbourhood at a time†. Starbucks positioning strategy was customer base so that it can give the best service more than what the customers expect. Starbucks has gained a competitive advantage over customer satisfaction and employee satisfaction as Starbucks had developed its positioning strategy based on the customer and provided the utmost facility in terms of layout, furniture to the music, and in terms of employee satisfaction Starbucks make employee as a partners and gave them a personal security with a freedom to participate in the every decision of the business and make it successful (Porter & Miller, 1985, Porter, 1998). 3.0 Developing Marketing Mix: One of the major concepts in the modern marketing is once the company has decided its overall marketing strategy than it should plan the details of the marketing mix. â€Å"Marketing mix is the set of controllable, tactical marketing tools (product, price, place, and promotion) that the firm blends to produce the response it wants in the target market† (Kotler and Armstrong, 2006). Starbucks has a made good decisions on marketing mix tools 3.1 Product: â€Å"Product means the goods and services combination the company offers to the target market†. Starbucks has used Brand name, Quality, Variety and Services as their Product tool which can be concluded by this statement, Starbucks with a good Brand name provides best Quality and with the Variety of Products, it has adopted Quality improvement strategy (Kotler and Keller, 2009). Initially Starbucks started with the coffee than it has included non-fat milk, cold blended beverages. Later on stated seasonal offerings such as strawberry and cream Frappuccino, gingerbread latte with some food items like cookies and pastries. Before launching the products Starbucks was getting the approval of the customers. 3.2 Price: â€Å"Price is the amount of money customers have to pay to obtain the product†. Though the Price of the Starbucks was higher than the other coffee shops, the customers were ready to pay the amount because Starbucks has developed a luxurious image with all the facilities inside the store. Starbucks as a good Brand have offered more benefits and facilities and the best quality of products to justify their higher prices (Kotler et al, 2006). 3.3 Distribution and Service: Starbucks has a good distribution channels initially it was selling coffee beans and doing wholesale business for local restaurants. In terms of service and location Starbucks opened the stores in a such a way that it can reach to targeted customers and it has also gave more stress on giving the best customer service by spending a lot of money by training its employees (Starbucks case study). 3.4 Promotion: Starbucks initially did not use the advertising tool for promotion but it was the Public relations and the Personal selling tool that helped the Starbucks to achieve its target