Jose Rizal, National Hero of the Philippines

Josà ©Ã‚  Rizal (June 19,  1861–December 30,  1896) was a man of intellectual power and artistic talent whom Filipinos honor as their national hero. He excelled at anything that he put his mind to: medicine, poetry, sketching, architecture, sociology, and more. Despite little evidence, he was martyred by Spanish colonial authorities on charges of conspiracy, sedition, and rebellion when he was only 35. Fast Facts: Josà © Rizal Known For: National hero of the Philippines for his key role inspiring the Philippine Revolution against colonial SpainAlso Known As: Josà © Protasio Rizal Mercado y Alonso RealondaBorn: June 19, 1861, at Calamba, LagunaParents: Francisco Rizal Mercado and Teodora Alonzo y QuintosDied: December 30, 1896, in Manila, the PhilippinesEducation: Ateneo Municipal de Manila; studied medicine at the University of Santo Tomas in Manila; medicine and philosophy at the  Universidad Central de Madrid; ophthalmology at the University of Paris and the University of HeidelbergPublished Works: Noli Me Tangere, El FilibusterismoSpouse: Josephine Bracken (married two hours before his death)Notable Quote: On this battlefield man has no better weapon than his intelligence, no other force but his heart. Early Life Josà © Protasio Rizal Mercado y Alonso Realonda was born on June 19, 1861, at Calamba, Laguna, the seventh child of Francisco Rizal Mercado and Teodora Alonzo y Quintos. The family were wealthy farmers who rented land from the Dominican religious order. Descendants of a Chinese immigrant named Domingo Lam-co, they changed their name to Mercado (market) under the pressure of anti-Chinese feeling among the Spanish colonizers. From an early age, Rizal showed a precocious intellect. He learned the alphabet from his mother at the age of 3 and could read and write at age 5. Education Rizal attended the Ateneo Municipal de Manila, graduating at age 16 with the highest honors. He took a post-graduate course there in land surveying. Rizal completed his surveyors training in 1877 and passed the licensing exam in May 1878, but he could not receive a license to practice because he was only 17. He was granted a license in 1881 when he reached the age of majority. In 1878, the young man enrolled in the University of Santo Tomas as a medical student. He later quit the school, alleging discrimination against Filipino students by the Dominican professors. Madrid In May 1882, Rizal got on a ship to Spain without informing his parents. He enrolled at the Universidad Central de Madrid after arriving. In June 1884, he received his medical degree at the age of 23; the following year, he graduated from the Philosophy and Letters department. Inspired by his mothers advancing blindness, Rizal next went to the University of Paris and then to the University of Heidelberg for further study in ophthalmology. At Heidelberg, he studied under the famed professor Otto Becker (1828–1890). Rizal finished his second doctorate at Heidelberg in 1887. Life in Europe Rizal lived in Europe for 10 years and picked up a number of languages. He could converse in more than 10 different tongues. While in Europe, the young Filipino impressed everyone he met with his charm, intelligence, and mastery of a range of different fields of study. Rizal excelled at martial arts, fencing, sculpture, painting, teaching, anthropology, and journalism, among other areas. During his European sojourn, he also began to write novels. Rizal finished his first book, Noli Me Tangere (Latin for Touch Me Not), while living in Wilhelmsfeld, Germany, with the Rev. Karl Ullmer. Novels and Other Writing Rizal wrote Noli Me Tangere in Spanish; it was published in 1887 in Berlin, Germany. The novel is a scathing indictment of the Catholic Church and Spanish colonial rule in the Philippines, and its publication cemented Rizals position on the Spanish colonial governments list of troublemakers. When Rizal returned home for a visit, he received a summons from the governor-general and had to defend himself against charges of disseminating subversive ideas. Although the Spanish governor accepted Rizals explanations, the Catholic Church was less willing to forgive. In 1891, Rizal published a sequel, titled El Filibusterismo. When published in English, it was titled The Reign of Greed. Program of Reforms In his novels and newspaper editorials, Rizal called for a number of reforms of the Spanish colonial system in the Philippines. He advocated freedom of speech and assembly, equal rights before the law for Filipinos, and Filipino priests in place of the often-corrupt Spanish churchmen. In addition, Rizal called for the Philippines to become a province of Spain, with representation in the Spanish legislature, the Cortes Generales. Rizal never called for independence for the Philippines. Nonetheless, the colonial government considered him a dangerous radical and declared him an enemy of the state. Exile and Courtship In 1892, Rizal returned to the Philippines. He was almost immediately accused of being involved in the brewing rebellion  and was exiled to Dapitan City, on the island of Mindanao. Rizal would stay there for four years, teaching school and encouraging agricultural reforms. During that period, the people of the Philippines grew more eager to revolt against the Spanish colonial presence. Inspired in part by Rizals progressive organization La Liga, rebel leaders such as Andres Bonifacio (1863–1897) began to press for military action against the Spanish regime. In Dapitan, Rizal met and fell in love with Josephine Bracken, who brought her stepfather to him for a cataract operation. The couple applied for a marriage license but were denied by the Church, which had excommunicated Rizal. Trial and Execution The Philippine Revolution broke out in 1896. Rizal denounced the violence  and received permission to travel to Cuba to tend to victims of yellow fever in exchange for his freedom. Bonifacio and two associates sneaked aboard the ship to Cuba before it left the Philippines and tried to convince Rizal to escape with them, but Rizal refused. He was arrested by the Spanish on the way, taken to Barcelona, and then extradited to Manila for trial. Rizal was tried by court-martial and charged with conspiracy, sedition, and rebellion. Despite a lack of evidence of his complicity in the Revolution, Rizal was convicted on all counts and given a death sentence. He was allowed to marry Bracken two hours before his execution by firing squad in Manila on December 30, 1896. Rizal was just 35 years old. Legacy Mariano Sayno / Getty Images Josà ©Ã‚  Rizal is remembered today throughout the Philippines for his brilliance, courage, peaceful resistance to tyranny, and compassion. Filipino schoolchildren study his final literary work, a poem called Mi Ultimo Adios (My Last Goodbye), and his two famous novels. Spurred by Rizals martyrdom, the Philippine Revolution continued until 1898. With assistance from the United States, the Philippine archipelago defeated the Spanish army. The Philippines declared independence from Spain on June 12, 1898, becoming the first democratic republic in Asia. Sources de Ocampo, Estaban A. Dr. Jose Rizal, Father of Filipino Nationalism. Journal of Southeast Asian History.Rizal, Josà ©. One Hundred Letters of Josà ©Ã‚  Rizal. Philippine National Historical Society.Valenzuela, Maria Theresa. Constructing National Heroes: Postcolonial Philippine and Cuban Biographies of Josà © Rizal and Josà © Martà ­. Biography.

Essay about King Lear and Madness in the Renaissance

King Lear and Madness in the Renaissance It has been demonstrated that Shakespeares portrayal of madness parallels Brights A Treatise of Melancholie (Wilson 309-20), yet, the medical model alone is insufficient to describe the madness of Shakespeare’ s King Lear. Shakespeare was not limited to a single book in his understanding of madness; he had at his disposal the sum total of his societys understanding of the issue. Since Lears madness is derived from a mixture of sources, it can only be effectively described in this larger context. Because much of Renaissance medical theory was based on premises from the Middle Ages, a starting point for our understanding of Lears madness can be found in the 1535†¦show more content†¦(1.2.294-298) In Bartholomeus model madness caused by an excess of choler is called the frenesie. Its signs are woodnes and contynual wakynge, mevynge and castynge aboute the eyen, ragynge... (3). It is caused by the red choler made lyght with heate of it self... ravysshyd upwarde by veynes, synewes, wosen and pypes (2). The cure involves bleeding the patient, shaving his head and applying vinegar and ointment to the head. However it also recommends creating a calm environment for the patient, feeding him a sparse simple diet, and above all things... men shall labour to bringe hym a slepe (3-4). Kent seems to be aware of this most important part of the cure, and through him we realize that Lears madness may have been shortlived had he been able to rest before fleeing to Dover: Oppressed nature sleeps. This rest might yet have balmed thy broken sinews, Which, if convenience will not allow, Stand in hard cure. (3.6.94-98) However, not all contemporary models of madness relied solely on humours. Timothy Brights model simplifies Bartholomeus categorization of madness by calling all madness melancholy, but diversifies it by distinguishing two separate types ofShow MoreRelatedEssay on Lears Character in William Shakespeares Play1216 Words   |  5 Pages The view of Lear being bent on his own destruction from the beginning of the play is an acceptable claim. The way he begins in the play, dividing up his country for his daughters, in essence, this spelt disaster. Unlike other renaissance dramatists, who used ‘mad scenes’ for comic use, Shakespeare seems intent on displaying madness in a more sinister portrayal. In favour of the claim, much can be said.Read MoreThe Mind of the Mad: Analysis of Hamlet1552 Words   |  7 Pagesit to be mad? Is it related to something of biological background? Or is it to do with the complex breakdown of one’s emotions? Or is it both? 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Promotion In The Merchandising Environment -Myassignmenthelp.Com

Question: Discuss About The Promotion In The Merchandising Environment? Answer: Introduction The first assignment enhanced the clarity of the readers regarding the marketing of cosmetic brands like Bars Cosmetics. Focusing on the women between the age group of 10-45 years, living in the urban areas, proves beneficial in terms of making profit, as the women of these age group are financial stability and are conscious towards maintaining a flawless and glowing skin. In comparison to the other brands like Rose Shine and Beauty, Bars Cosmetics have achieved large-scale customer satisfaction by catering to the specific tastes and preferences. The major drive behind this is the low cost price of the products and exportation to the customers of the neighboring countries[1]. Comparison of the prices with the prices of online products, through partnerships assists these cosmetic brands to increase the trafficking of the audience to the brand image. Executing market research regarding the needs of the customers makes the personnel of the cosmetic brands aware of their buying behavior. This awareness enables them to produce the cosmetics according to the needs, demands and requirements specified by the customers[2]. In this assignment, the competitors of Bars Cosmetics are Maybelline and LOreal. The basis of this competition is the channels, which would increase the profit margin. Minimal use of chemicals in the cosmetic products is one of the greatest strengths of Bars Cosmetics. Absence of returning the defective products, once purchased, is a weak point. Advertising the use of natural ingredients, in the products, acts as an opportunity for the brand in terms of attracting large number of customers. Negligence in adopting social media marketing would pose as an obstacle for Bars cosmetics in terms of expanding the scope and arena of the business. Communication strategy Communication is a crucial aspect between the buyers and sellers. The common form of this communication is advertising the newly launched products to the customers. Taking the help of the social media and the official website would enable the personnel of Bars cosmetics to reach a large number of customers. Here, consultation with Mr Williams would prove beneficial in terms of gaining knowledge about the channels, which would increase the profit margin. Herein lays the effectiveness of the market research[3]. Sending the pictures and details of the newly launched products to Mr. Williams would make the Bars cosmetics personnel aware of whether these specifications can be launched on the official website and the social networking sites. The means of television, newspaper and radio can also be considered. Advertising the newly launched cosmetic products on the daily newspapers would inform a large number of customers about the recent products launched. Advertising the products on the commercials in between the television programs would attract the women towards the cosmetic products. This is because the women are the ones, who spend most of their time in watching television[4]. Apart from this, distribution of pamphlets about the products launched along with their images and the details would also be an effective means of communication between the Bars Cosmetic personnel and the customers in Australia. Adverting during the radio jingles would also be an innovative communication means. Most of the women, especially in Australia love to listen to songs on radio. Advertising about the benefits of newly launched products would generate an urge among the women customers regarding trying the products. However, a strategic approach needs to be followed for communicating with the customers. For this, the specialists like Mr. Williams need to be consulted and involved in meetings. Along with this, the stakeholders and shareholders are also to be involved in the meetings for planning the ways and means to progress with the developed strategies. Taking the help of charts, graphs and tables would enhance the visual awareness of the staffs regarding the execution of the business activities in an efficient and effective manner. Creative strategy and draft advertisement Creativity and innovation are the two crucial aspects for attracting large number of customers. Consciousness towards the traditional and core values, for bringing innovation in the approach towards the allocated tasks, enhances the personality of the personnel. This consciousness is an example of strategic approach. Apart from this, holding meeting with the senior managers and the board panel would enhance the awareness of the Bars cosmetics personnel about the appropriateness of the developed strategies. For involving the members of the Board panel, stakeholders and shareholders, prior permission needs to be taken. Only after the appointment, the meeting can be arranged. Apart from this, drafts of the developed strategies can be sent to the managers and the board panel for their signed approvals. The signed approvals of the drafts would act as a green signal for the staffs to initiate the allocated duties and responsibilities. Innovations within the strategies can be interviewing some of the customers regarding their preferences towards the cosmetic products. This also requires prior permission from the managers. Herein, the sales persons need to avert asking questions, which hurt the individual sentiments of the customers. Typical examples of this are the racial questions, which connotes disobedience towards the religious stereotypes. This type of data collection is applicable for the promotion of the cosmetic products. The following is a sample advertising, which can be used for promotion. Media plan and objectives Media is one such source, possessing direct relationship with the promotion of the products. Advertisements in the newspapers, television and radio reflect the role of media in disseminating the information of the newly launched products to the customers. However, these media projections need to be done strategically for the achievement of best results. Making plans regarding the partnership with media personnel would help the personnel of the Bars cosmetics. In the process of planning, objectives need to be developed for exposing a proper approach towards marketing. The following objectives can be helpful: To advertise the combo offers- brushes along with the eye shadows and foundations To launch a scheme for returning the defective products within 2 days of purchase To enhance the brand image through sponsorships To generate a scheme for initiating the manufacture of the cosmetic products well in advance for averting the delivery delays due to bad weather To introduce spacious storage facilities for the manufactured cosmetics Meetings need to be held with the media personnel, informing them about the objectives. After receiving these objectives, it is the responsibility of the media personnel to research the channels through which these objectives would be fulfilled. In this, contacting the proprietors would provide the cosmetic brand a space for storage. Herein lays the appropriateness of advertisement in the classifieds. This type of advertisements would help the personnel to gain knowledge about the programs and events, investing in which would escalate the profit margin. Advertising the combo offers, brushes with the makeup products would reduce the worries of the customers regarding the purchase of brushes separately. Introduction of the returning policies would also be fulfilled if the media personnel are contacted. This can be mentioned within the advertisement of the products. Promotional strategy and tactics Tactfulness in the execution of the allocated duties and responsibilities enhances the personality of the brand personnel in terms of creativity and innovation. However, rationality needs to there in this tactfulness for creating a positive image in the minds of the managers, clients and the customers. This tactfulness is also applicable in terms of developing strategies. This tactfulness is reflected in the phase of giving presentations regarding the created plans. The personnel need to bear in mind the purpose of the promotion as well as the target market. As an example, if the promotion is done through social media, the promotion for the products would be done in a proper manner. Another example of tactful strategy would be market research regarding the channels through which the relations with the customers can be improved. Search engine optimization would make the personnel aware of the different sources in which Bars Cosmetics can generate high revenue. After getting the sources, establishing contacts with the managers would be a wise step in terms of exposing tactful approach towards promoting the cosmetics of Bars cosmetics. Consultation with the media personnel is one of the other tactful approaches towards the execution of the promotional activities. Here, consideration of the support, geographical proximity to the storage place and the customers are crucial. Apart from media, social networking sites would be one of the other dimensions for promotion. However, tactfulness would relate to reaching prospective customers than catering to the needs, demands and requirements of all the customers. Herein, data protection is very important in terms of achieving loyalty, trust and dependence from the customers. Care must be taken towards ensuring that the personal sentiments of the audience are not hurt. Therefore, using the contents generated by the customers for marketing, effectively and judiciously, would reflects the tactfulness of Bars cosmetics personnel. Budget is one of the other parameters of promoting the products. Budgets make the personnel aware of the estimated price for the marketing activities. Here, tactfulness would be the utilization of the latest and modern software for automatically generating the budget. (A sample budget for promotion has been attached in Evaluation plan Evaluation is very important in terms of discovering the errors within the exposed performance. This is applicable for both the managers and employees of Bars cosmetics. Planning is crucial for executing evaluation in terms of achieving best results. Making plans regarding organizing meetings with the stakeholders and shareholders is one of the strategies, which helps the personnel to evaluate the appropriateness, effectiveness and feasibility of the developed plans. Apart from this, the means of survey and feedback can be considered in terms of measuring the effectiveness of the constructed plans. This is because collection of data from the customers would make the personnel aware of their approaches towards the newly launched cosmetics. Within the planning for evaluation, checklists and templates needs to be included. This inclusion would enhance the clarity of the personnel regarding the extent to which improvements have been made. Uploading the results on the official websites and social networking sites would inform the customers and clients about the latest trends of the cosmetic brand. Revision of the budgets would also be one of the wise plans towards evaluation. This revision would acquaint the personnel with the expenditure behind the resources to be used for promotion and marketing. The revision can be done in the form of meetings with the stakeholders and shareholders. Presenting the budgets would be a tactful step in terms of informing the stakeholders about the estimated prices of the items. Sending minutes of the meeting to the senior manager and the board panel would be a wise step in terms of evaluating the appropriateness of the developed strategies. This evaluation would be done in terms of the comparing the achieved results with the identified and the specified objectives. Providing training to the employees would enrich their preconceived skills, expertise and knowledge. Taking post-training tests helps the employers and the managers to evaluate the capability of the employees in making practical usage of the learnt skills in the workplace operations. This measurement is also a kind of evaluation in terms of estimating the time in which the proposed changes can be implemented in the workplace. Within this, assigning the responsibility of selling the products door to door can be one of the practical tests. Hiring the inspectors can also assist the personnel of Bars cosmetic to evaluate the effectiveness of the exposed performance. However, verifying the qualification of the inspectors would be a tactful step in terms of evaluating the feasibility of the exposed performance. Organizing meetings with the inspectors would help the personnel to gain an insight into the achieved changes and the changes, which needs to be achieved. Constant follow up is needed with the inspectors and persons like Mr Williams. This step would act assistance for the brand personnel in terms of adopting the latest and modern trends for sustaining their position within the competitive ambience of the competitive market. Inclusion of partnership with the statutory bodies of law within the plan for evaluation would reflect both wiseness and tactfulness of the personnel in terms of providing consumer protection. Partnership with the members of the law would help the personnel to avert the illegal scandals and issues. Moreover, adhering to the standards and protocols would generate trust, dependence and loyalty within the customers for the products of the Bars cosmetics. Conclusion This section of the assignment emerges successful in developing a plan for promoting the newly launched products. Inclusion of the media in the promotion is appropriate in terms of the reaching to the large number of external sources. Rationality in accepting the sources would reflect the tactfulness of the employees in terms of efficient execution of the marketing activities. Along with this, budget is one of the other components of the promotional marketing plan. This is in terms of developing the financial parameter of the companies and organizations like Bars Cosmetics. Developing objectives towards planning the involvement of media possesses flexibility in terms of expanding the scope and arena of the business. Sending drafts regarding the proposed strategies to the senior managers and the board panel acts as a starting point for initiating the promotional activities. As a final touch, evaluation helps the personnel to bring to the forefront the drawbacks within the exposed performance. Maintaining consistency in the execution of evaluation upgrades the standards and quality of the performance exposed by the cosmetic brand, Bars Cosmetic. Legal compliance is assistance in terms of protecting the individual rights of the customers, possessing flexibility towards satisfying their basic needs. References Andrews, J. Craig, and Terence A. Shimp.Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education, 2017. ASHE, MARLA. "8 Marketing and Promotion."Solutions: Business Problem Solving(2016): 141. Bogomolova, Svetlana, Marietta Szabo, and Rachel Kennedy. "Retailers' and manufacturers' price-promotion decisions: Intuitive or evidence-based?."Journal of Business Research76 (2017): 189-200. Breiter, Andreas, and Arnd Huchzermeier. "Promotion planning and supply chain contracting in a highlow pricing environment."Production and Operations Management24.2 (2015): 219-236. Bryson, John M.Strategic planning for public and nonprofit organizations: A guide to strengthening and sustaining organizational achievement. John Wiley Sons, 2018. Byun, Kyung-Ah, Doori Song, and Mikyoung Kim. "SPENDING ADVERTISING BUDGET" WISELY": INVESTIGATING THE ROLE OF MEDIA PLANNING IN CO-PROMOTION ADVERTISING EFFICIENCY USING SUPER EFFICIENCY DEA."American Academy of Advertising. Conference. Proceedings (Online). American Academy of Advertising, 2016. Cascio, Wayne.Managing human resources. McGraw-Hill Education, 2018. Cohen, Maxime C., et al. "The impact of linear optimization on promotion planning."Operations Research65.2 (2017): 446-468. Fildes, Robert Alan, Paul Goodwin, and Dilek Onkal. "Use and misuse of information in supply chain forecasting of promotion events." (2016). GIOKO, SYLVIA MUKENYI. "GLOBAL MARKETING MIX STRATEGIES, PRODUCT, PRICING, CHANNEL, PROMOTION, SERVICE AND NEGOTIATION."Strategic Journal of Business Change Management2.1 (2015). Grossmeier, Jessica, et al. "Linking workplace health promotion best practices and organizational financial performance: tracking market performance of companies with highest scores on the HERO scorecard."Journal of occupational and environmental medicine58.1 (2016): 16-23. Hanssens, Dominique M., and Koen H. Pauwels. "Demonstrating the value of marketing."Journal of Marketing80.6 (2016): 173-190. Kilger, Christoph, and Michael Wagner. "Demand planning."Supply chain management and advanced planning. Springer, Berlin, Heidelberg, 2015. 125-154. O'guinn, Thomas, et al.Advertising and integrated brand promotion. Nelson Education, 2014. Swanson, Kristen K., and Judith C. Everett.Promotion in the merchandising environment. Bloomsbury Publishing USA, 2015. Van der Walt, Adriaan. "The effect of labour legislation in the promotion and integration of persons with disabilities in the labour market."Obiter35.3 (2014): 506-538.

Related Diversification Is a More Successful Strategy for Growth Among Firms Than Unrelated Diversification. Essay Example For Students

Related Diversification Is a More Successful Strategy for Growth Among Firms Than Unrelated Diversification. Essay Abstract This paper proves the hypothesis of marketing: Related diversification is a more successful strategy for growth among firms than unrelated diversification. It explains the concept of diversification, the rationale of diversification, types of diversification, diversification strategies, and dimensions of diversification. This paper analyses the given hypothesis using various examples and reaches a conclusion. Keywords Related, unrelated, diversifact, diversification, diversifame, diversifad, diversifriction Hypothesis Related diversification is a more successful strategy for growth among firms than unrelated diversification. Diversification is a form of growth marketing strategy for a company. It seeks to increase profitability through greater sales volume obtained from new products and new markets. Diversification can occur either at the business unit or at the corporate level. At the business unit level, it is most likely to expand into a new segment of an industry in which the business is already in. At the corporate level, it is generally entering a promising business outside of the scope of the existing business unit. Diversification is part of the four main marketing strategies defined by the Product/Market Ansoff matrix: Ansoff pointed out that a diversification strategy stands apart from the other three strategies. The first three strategies are usually pursued with the same technical, financial, and merchandising resources used for the original product line, whereas diversification usually requires a company to acquire new skills, new techniques and new facilities. Therefore, diversification is meant to be the riskiest of the four strategies to pursue for a firm. Rationale of diversification There are two dimensions of rationale for diversification. (i)The first one relates to the nature of the strategic objective: Diversification may be defensive or offensive. †¢Defensive reasons may be spreading the risk of market contraction, or being forced to diversify when current product or current market orientation seems to provide no further opportunities for growth. †¢Offensive reasons may be conquering new positions, taking opportunities that promise greater profitability than expansion opportunities, or using retained cash that exceeds total expansion needs. ii)The second dimension involves the expected outcomes of diversification: Management may expect great economic value (growth, profitability) or first and foremost great coherence and complementarities with their current activities (exploitation of know-how, more efficient use of available resources and capacities). In addition, companies may also explore diversification just to get a valuable comparison betwee n this strategy and expansion. Types of diversifications Moving away from the core competency is termed as diversification. Diversification involves directions of development which take the organisation away from its present markets and its present products at the same time. Diversification is of two types: (i) Related diversification: Related diversification is development beyond the present product and market, but still within the broad confines of the ‘industry’ (i. e. value chain) in which a company operates. For example, an automobile manufacturer may engage in production of passenger vehicles and light trucks. (ii)Unrelated diversification: Unrelated diversification is where the organisation moves beyond the confines of its current industry. For example ,a food processing firm manufacturing leather footwear as well. The different types of diversification strategies The strategies of diversification can include internal development of new products or markets, acquisition of a firm, alliance with a complementary company, licensing of new technologies, and distributing or importing a products line manufactured by another firm. Generally, the final strategy involves a combination of these options. This combination is determined in function of available opportunities and consistency with the objectives and the resources of the company. There are three types of diversification: concentric, horizontal and conglomerate: (1) Concentric diversification The company adds new products or services which have technological or commercial synergies with current products and which will appeal to new customer groups. The objective is therefore to benefit from synergy effects due to the complementarities of activities, and thus to expand the firm’s market by attracting new groups of buyers. Concentric diversification does not lead the company into a completely new world as it operates in familiar territory in one of the two major fields (technology or marketing). Therefore that kind of diversification makes the task easier, although not necessarily successful. (2)Horizontal diversification The company adds new products or services that are technologically or commercially unrelated to current products, but which may appeal to current customers. In a competitive environment, this form of diversification is desirable if the present customers are loyal to the current products and if the new products have a good quality and are well promoted and priced. Moreover, the new products are marketed to the same economic environment as the existing products, which may lead to rigidity and instability. In other words, this strategy tends to increase the firm’s dependence on certain market segments. (3) Conglomerate diversification (or lateral diversification) The company markets new products or services that have no technological or commercial synergies with current products, but which may appeal to new groups of customers. The conglomerate diversification has very little relationship with the firm’s current business. Therefore, the main reasons of adopting such a strategy are first to improve the profitability and the flexibility of the company, and second to get a better reception in capital markets as the company gets bigger. Even if this strategy is very risky, it could also, if successful, provide increased growth and profitability. Risks in diversification Diversification is the riskiest of the four strategies presented in the Ansoff matrix and requires the most careful investigation. Going into an unknown market with an unfamiliar product offering means a lack of experience in the new skills and techniques required. Therefore, the company puts itself in a great uncertainty. Moreover, diversification might necessitate significant expanding of human and financial resources, which may detracts focus, commitment and sustained investments in the core industries. Therefore a firm should choose this option only when the current product or current market orientation does not offer further opportunities for growth. In order to measure the chances of success, different tests can be done: †¢The attractiveness test: the industry that has been chosen has to be either attractive or capable of being made attractive. The cost-of-entry test: the cost of entry must not capitalize all future profits. †¢The better-off test: the new unit must either gain competitive advantage from its link with the corporation or vice versa. Five dimensions of diversification (i) Diversifact: Fact is a situation, a reality, a kind of compulsion because of which company has to diversify. †¢Negative overtone of compulso ry diversification-ITC and Manikchand are examples of negative overtones of compulsory diversification because tobacco business was under pressure,cigarette advertising was banned and both these companies found new revenue streams. Products of Manikchand: Manikchand pan masala, Manikchand Parimal tea,Manikchand constructions,Oxyrich mineral water ? Products of ITC:Wills cigarette,Wills lifestyle stores,John Players(men’s and women’s apparels),e-chaupal,bingo,sunfeast,kitchens of India,Aim matchboxes etc. †¢Positive overtone of compulsory diversification-India Today group is an example of positive overtone of compulsory diversification. As the definition of media business changed in India,India Today group moved from Magazines to television(Tims Now). ii)Diversifiction: Fiction is an illusion,non-reality ,certain business assumptions which are proved wrong. Brand extentions into other categories have proved to be big failure fo following companies: †¢BPL telev ision which was a success to BPL washing machines which was a failure †¢Onida television which was a success to onida audio systems which were a failure. (iii)Diversifrition: It involves the concept of cannabalisation according to which a company’s own product is eating the market share of another product of the same company in the same category. Example: Tide and Ariel (P G) Aristotle's Concept of Teleology EssayIn developing these practices, the federation and the unions have adapted successful models from around the world. It could be the implementation of small group activities or quality circles at the federation. Or a TQM program at the unions. Or housekeeping and good accounting practices at the village society level. Technology and e-initiatives GCMMFs technology strategy is characterized by four distinct components: new products, process technology, and complementary assets to enhance milk production and e-commerce. GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ Internet technologies to implement B2C commerce. Today customers can order a variety of products through the Internet and be assured of timely delivery with cash payment upon receipt. Another e-initiative underway is to provide farmers access to information relating to markets, technology and best practices in the dairy industry through net enabled kiosks in the villages. GCMMF has also implemented a Geographical Information System (GIS) at both ends of the supply chain, i. e. milk collection as well as the marketing process. AMUL’s business strategy is getting closer to the customer by linking itself with the latest happening in all the fields of the society. Bollywood superstar Sanjay Dutt popularly known as Sanju Baba given six-year jail term by TADA Court (Terrorism and Disruptive Activities (Prevention)) being guilty under Arms Act for illegally possessing prohibited arms ammunition in the 1993 Bombay (now Mumbai) blasts case August 07. CHAKDE! INDIA, the Bollywood movie with focus on womens hockey featuring star-actor Shah Rukh Khan playing coach of the Indian Womens Hockey Team to bring fame to India August 07. Political parties oppose ruling UPA Governments Indo-US civilian nuclear deal August 07. Awards and honours won by AMUL †¢Ramkrishna Bajaj National Qality Award-2003 †¢Amul The Taste Of India (Gcmmf)Receives International Cio 100 Award For Resourcefulness †¢Rajiv Gandhi National Quality Award 1999 Example of unrelated successful diversification-ITC ITC is one of Indias foremost private sector companies with a market capitalisation of nearly US $ 15 billion and a turnover of over US $ 4. 75 billion. ITC is rated among the Worlds Best Big Companies, Asias Fab 50 nd the Worlds Most Reputable Companies by Forbes magazine, among Indias Most Respected Companies by BusinessWorld and among Indias Most Valuable Companies by Business Today. ITC also ranks among Indias top 10 `Most Valuable (Company) Brands, in a study conducted by Brand Finance and published by the Economic Times. Products of ITC †¢Wills cigarettes †¢Wills lifestyle stores †¢John Players appare ls †¢E-choupal †¢Chupal sagar †¢Sunfeast biscuits †¢Bingo wafers †¢Aashirwaad atta †¢Mandal deep agarbatti †¢Aim matchboxes †¢Kitchens of India †¢Classmates notebooks †¢Expressions greeting cards †¢Minto confectionaries ITCs diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. The Companys e-Choupal initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Companys marketing reach. ITC Profile Fundamentals Market Capitalization ( Rs cr )62,937. 49 Book Value27. 58 Debt / Equity0. 01 P/E23. 31 Dividend Yield %1. 85 EPS7. 17 Return on Net Worth25. 64 Current Ratio1. 37 Quick Ratio0. 58 Interest Cover268. 33 Latest Quarterly Results Rs. Cr Year2007/062006/06var % Sales Income3,325. 232,849. 7516. 68 Other Income101. 5784. 9419. 58 Expenditure2,197. 671,879. 1816. 95 Interest-0. 830. 72-215. 28 Gross Profit1,229. 961,054. 7916. 61 Depreciation101. 0387. 6415. 28 Tax346. 06314. 879. 91 PAT782. 87652. 2820. 02 Equity376. 22375. 520. 19 OPM (%)33. 9134. 06-0. 15 GPM (%)33. 9334. 03-0. 10 NPM (%)23. 5422. 880. 66 Honours ITC constantly endeavours to benchmark its products, services and processes to global standards. The Companys pursuit of excellence has earned it national and international honours. ITC is one of the eight Indian companies to figure in Forbes A-List for 2004, featuring 400 of the worlds best big companies. Forbes has also named ITC among AsiasFab 50 and the Worlds Most Reputable Companies. ITC has several firsts to its credit: †¢ITC is the first from India and among the first 10 companies in the world to publish its Sustainability Report in compliance (at the highest A+ level) with the latest G3 guidelines of the Netherlands-based Global Reporting Initiative (GRI), †¢ITC is the first Indian company and the second in the world to win the prestigious Development Gateway Award. It won the $100,000 Award for the year 2005 for its trailblazing ITC e-Choupal initiative which has achieved the scale of a movement in rural India. †¢ITC has won the inaugural World Business Award, the worldwide business award recognising companies who have made significant efforts to create sustainable livelihood opportunities and enduring wealth in developing countries. The award has been instituted jointly by the United Nations Development Programme (UNDP), International Chamber of Commerce (ICC) and the HRH Prince of Wales International Business Leaders Forum (IBLF). ITC has won the Golden Peacock Awards for Corporate Social Responsibility (Asia) in 2007, the Award for ‘CSR in Emerging Economies 2005’ and ‘Excellence in Corporate Governance in the same year. †¢ The Companys Green Leaf Threshing plants at Chirala and Anaparti in Andhra Pradesh are the first units of their kind in the world to get ISO 14001 environment management systems certification. ITCs cigarette factory in Kolkata is the first such unit in India to get ISO 9000 quality certification and the first among cigarette factories in the world to be awarded the ISO 14001 certification †¢ ITC Maurya in New Delhi is the first hotel in India to get the coveted ISO 14001 Environment Management Systems certification. †¢ ITC Filtrona is the first cigarette filter company in the world to obtain ISO 14001 †¢ITC Infotech finds pride of place among a select group of SEI CMM Level 5 companies in the world. ITCs Green Leaf Threshing plant in Chirala is the first in India and among the first 10 units in the world to bag the Social Accountability (SA 8000) certification Conclusion: This paper proved the hypothesis Related diversification is a more successful strategy for growth among firms than unrelated diversification wrong by giving the example of ITC which has very successful unrelated diversifications. So, there are no fixed rules about related or unrelated div ersification of a company being a failure or success. References 1. †¢Chisnall, Peter: Strategic Business Marketing, 1995 Day, Georges: Strategic Marketing Planning †¢Jain, Subhash C. :International Marketing Management, 1993 †¢Jain, Subhash C. : Marketing Planning Strategy, 1997 †¢Lambin, Jean-Jacques: Strategic Marketing Management, 1996 †¢Murray, Johan ODriscoll, Aidan: Strategy and Process in Marketing, 1996 †¢Weitz, Barton A. Wensley, Robin: Readings in Strategic Marketing †¢Wilson, Richard Gilligan, Colin: Strategic Marketing Management, 1992 Retrieved from http://en. wikipedia. org/wiki/Diversification_(marketing_strategy) Category: Marketing 2. official website of ITC 3. Official website of AMUL