Theory And Practice Of Supervision

Hypothesis And Practice Of Supervision Oversight speculations and practices started developing when advisors began to prepare different guides (Bernard Goodyear, 2009). A few distinctive hypothetical models have created to explain and bolster advising management. The focal point of early models of management had commonly been founded on advising speculations, (for example, Cognitive Behavioral Therapy, Adlerian or customer focused), yet these direction explicit models have started to be tested as oversight has numerous qualities that are diverse to guiding. Competency as a guide doesn't consequently convert into competency as a chief, and when supervisee/boss directions contrast, clashes may emerge (Falender Safranske, 2004). Later models of management have coordinated speculations from brain science and different orders, for balanced, companion and gathering oversight. As oversight has gotten increasingly engaged, various sorts of models rose, for example, formative models, coordinated models, and office models. Subsequently, these models have somewhat supplanted the first directing hypothesis models of oversight, and bosses may use a few unique models to qualify and disentangle the complexities of management (Powell, 1993). This paper will quickly take a gander at a meaning of management, and a layout of two distinct models organization and formative. What is Supervision? Oversight is where by a guide can address somebody who is prepared to distinguish any mental or conduct changes in the advisor that could be because of a powerlessness to adapt to issues of at least one customers. A director is likewise answerable for testing practices and systems, creating improved or various strategies, and advising customers regarding elective speculations and additionally new practices, just as industry changes. The strong and educative procedure of management is pointed toward helping supervisees in the utilization of advising hypothesis and methods to customer concerns (Bernard Goodyear, 2009). The director is liable for checking the emotional well-being of their supervisee, thus shielding people in general from undesirable guides. Advocates can confront issues, for example, transference and wear out with no acknowledgment of the side effects. A chief should see the indications before the instructor (Australian Counselors Association, 2009). Management is a proper game plan for instructors to examine their work consistently with somebody who is knowledgeable about guiding and oversight. The assignment is to cooperate to guarantee and build up the proficiency of the advocate/customer relationship, keep up sufficient gauges of guiding and a strategy for consultancy to enlarge the skylines of an accomplished specialist (ACA, 2009). The chiefs essential job is to guarantee that their customers are accepting proper remedial guiding. By guaranteeing the advisor persistently builds up their expert practice in all regions, the manager guarantees a guide remains mentally sound. The chief is additionally answerable for distinguishing any side effects of wear out, transference or shrouded plans in the supervisee. The Australian Counselors Association (2009) suggests that chiefs spread the accompanying as usual: Assessment Supervisees advising; Creating procedure of self-survey; Quality affirmation; Best practice; Administration results of administration conveyance; Recognizing hazard for supervisee and customers; Referrals; Follow up on customer progress; Helping the advocate survey qualities and shortcomings. Instruction Building up clear objectives for additional meetings; Giving assets; Displaying; Clarifying the method of reasoning behind a proposed mediation and visa versa; Proficient turn of events; Deciphering critical occasions in the treatment meeting; Focalized and unique reasoning; Utilization of self; Besting up; Encouraging companion association; Obligation of care; Lawful duties. Organization Techniques; Desk work; Connections; Bookkeeping; Case arranging; Record keeping; Protection. Backing Backer; Challenge; Go up against; Engage; Confirm; Accessibility; Enabling; Utilization of self. A scope of various models have developed to give a structure to these subjects inside which directors of can arrange their ways to deal with management, and go about as a guide to getting reality (Powell, 1993). Office Model of Supervision Kadushin Kadushin portrays a manager as somebody to whom authority is appointed to immediate, arrange, upgrade, and assess hands on execution of the supervisees for whose work he/she is considered responsible. In executing this duty, the chief performs authoritative, instructive, and steady capacities in connection with the supervisee with regards to a positive relationship (Powell, 1993). In instructive management the essential issue for Kadushin is the advisor realizing how to play out their activity well and to be responsible for work performed, and creating aptitudes through learning and criticism. The item is to build understanding and improve ability levels by empowering reflection on, and investigation of the work (Tsui, 2005). In steady oversight the essential issue is instructor spirit and employment fulfillment, just as managing pressure. The burdens and weights of the training job can influence work execution and incur significant damage mentally and genuinely. In extraordinary and delayed circumstances these may at last lead to burnout. The chiefs job is to enable the instructor to deal with that pressure all the more viably and give consolation and enthusiastic help (Tsui, 2005). The regulatory capacity is the advancement and upkeep of good measures of work and adherence to hierarchical arrangements and great practice. This incorporates audits and evaluations. The translation here is that the chief drafts the advisor into the standards, qualities and best practices. It is the network of training measurement guaranteeing that gauges are looked after (Tsui, 2005. Only one out of every odd oversight meeting will include each of the three zones or works, and at various occasions there might be to a greater degree an emphasis on one region as opposed to another. The director can't maintain a strategic distance from the weight that emerges from their obligation to the working environment, other staff, and to customers. No basic model of oversight is to be relied upon to be useful in each circumstance. Chiefs are relied upon to adjust ways to deal with the formative degree of supervisees, and both must adjust to the shifting requests of any expert circumstance (Powell, 1993). For this model, the focal point of oversight is as a brief for conduct change and aptitude obtaining. The accentuation is on convincing staff to figure out how to utilize oneself in directing to advance conduct change in the customer (Powell, 1993). The chiefs consideration ought to be on the exercises of the supervisee instead of on investigation of the supervisee themselves. With an emphasis on the movement, instead of the laborer, it permits the supervisee to tune in to valuable analysis as opposed to feeling constrained to safeguard themselves from an individual assault (Tsui, 2005). This model has a few qualities in that it is entirely adaptable, and open to investigation and experimentation. It is likewise all the more trying for both the boss and supervisee. This style of oversight can be customized to address various issues and factors. This model may demonstrate unacceptable when the chief has inadequate experience to have the option to give legitimate heading and support, and where administrator aptitudes don't take into consideration fitting assessment of the supervisee (Powell, 1993). Formative Models of Supervision Erskine Hidden formative models of oversight is the thought that as individuals and advisors we are persistently developing and developing; like all individuals we create after some time, and this turn of events and is a procedure with stages or stages that are unsurprising. When all is said in done, formative models of management characterize dynamic phases of supervisee improvement from beginner to master, each stage comprising of discrete qualities and aptitudes (Bradley Ladany, 2000). For instance, supervisees toward the start or beginner stage would be required to have restricted aptitudes and need certainty as advocates, while center stage supervisees may have more ability and certainty and have clashing emotions about saw autonomy/reliance on the boss. A supervisee in a later formative stage is required to utilize great critical thinking aptitudes and be intelligent about the guiding and administrative procedure (Haynes, Corey, Moulton, 2003). Erskine (1982) distinguishes three phases in the advancement of the abilities of a specialist, every one of which speaks to explicit qualities and reacts to explicit preparing needs. At the outset phase of preparing, advisors have operational requirements as they are creating proficient aptitudes, a sound hypothetical reference framework, and intercession strategies. They additionally have passionate requirements: to feel great in their expert job, to be consoled of their capacity to accomplish the work, and to feel satisfactory to act in this new endeavor. This is the phase at which learners most need positive inspirations focused on their aptitudes with the goal that they can know their qualities and on which they can assemble their abilities. Erskine (1982) recommends incidentally overlooking what the student doesn't progress nicely in order to decrease any sentiments of insufficiency and to help confidence, if this doesn't make hurt the learner or customers. During the middle phase of preparing, Erskine suggests that students need to strengthen their own way of life as advisors, figure out how to characterize the heading of treatment, and draw up a treatment plan. At the individual level, they will likely coordinate their feeling of self and to chip away at their feelings so as to comprehend and fathom any close to home

Written report on Macdonalds Essay Example | Topics and Well Written Essays - 3500 words

Composed report on Macdonalds - Essay Example From a vital viewpoint, McDonald’s is at present scrutinizing a forceful deals based technique in new and emanant markets, for example, China, India, Russia and parts of South America. While McDonald’s conventional markets, for example, the UK and US might be viewed as immersed, the organization has still figured out how to expand deals through natural development with deals in 2010 expanding by 3.9% in the US and 4.4% in Europe contrasted with 6% figure seen in new and new markets for the organization (McDonald’s, 2010). In creating proceeded with development in the course of recent years, the yearly report (McDonald’s, 2010) features the way that a reasonable system has been set in the adjustment of a globalized advertising blend layout to address the issues of confined client gatherings (Brassington and Pettit, 2006, Kottler et al, 2009). In that capacity, for McDonald’s this outcomes in a plan of action with constrained unpredictability and the related expenses of multifaceted nature, yet the capacity to profit by a restricted showcasing system. Furthermore the business has as of late built up an away from of correspondence in which three key partners are incorporated to guarantee accomplishment of the organizations technique at the total level. Here the yearly report (McDonald’s, 2010) features franchisees, providers and workers as the key partners of the business in doing the general technique of the business. A standard instrument for examining the key factors inside the general level or full scale condition is to utilize a PESTLE examination (Jones and George, 2010, Johnson et al, 2008). The PESTLE investigation considers six key factors inside the outer large scale level condition which may have an effect upon how a business later looks to make an upper hand. Political factors in ongoing decades might be viewed as helping the McDonald’s plan of action for huge global extension. Key political changes

Overview of the Haber-Bosch Process

Outline of the Haber-Bosch Process The Haber-Bosch process is a procedure that fixes nitrogen with hydrogen to create smelling salts - a basic part in the production of plant manures. The procedure was created in the mid 1900s by Fritz Haber and was later adjusted to turn into a modern procedure to make manures via Carl Bosch. The Haber-Bosch process is considered by numerous researchers and researchers as one of the most significant innovative advances of the twentieth century. The Haber-Bosch process is critical on the grounds that it was the first of procedures built up that permitted individuals to mass-produce plant manures because of the creation of smelling salts. It was likewise one of the main modern procedures created to utilize high strain to make a synthetic response (Rae-Dupree, 2011). This made it workable for ranchers to develop more food, which thusly made it feasible for horticulture to help a bigger populace. Many consider the Haber-Bosch procedure to be liable for the Earths current populace blast as roughly 50% of the protein in todays people started with nitrogen fixed through the Haber-Bosch process (Rae-Dupree, 2011). History and Development of the Haber-Bosch Process By the time of industrialization the human populace had developed extensively, and thus, there was a need to build grain creation and agribusiness began in new zones like Russia, the Americas and Australia (Morrison, 2001). So as to make crops progressively gainful in these and different territories, ranchers started to search for approaches to add nitrogen to the dirt, and the utilization of compost and later guano and fossil nitrate developed. In the late 1800s and mid 1900s, researchers, for the most part scientific experts, started searching for approaches to create manures by falsely fixing nitrogen the manner in which vegetables do in their underlying foundations. On July 2, 1909, Fritz Haber created a constant progression of fluid alkali from hydrogen and nitrogen gases that were taken care of into a hot, pressurized iron cylinder over an osmium metal impetus (Morrison, 2001). It was the first occasion when anybody had the option to create alkali thusly. Afterward, Carl Bosch, a metallurgist and specialist, attempted to consummate this procedure of alkali blend with the goal that it could be utilized on an overall scale. In 1912, development of a plant with a business creation limit started at Oppau, Germany. The plant was fit for creating a huge amount of fluid smelling salts in five hours and by 1914 the plant was delivering 20 tons of usable nitrogen every day (Morrison, 2001). With the beginning of World War I, creation of nitrogen for composts at the plant halted and fabricating changed to that of explosives for channel fighting. A second plant later opened in Saxony, Germany to help the war exertion. Toward the finish of the war the two plants returned to delivering composts. How the Haber-Bosch Process Works The procedure works today much like it initially did by utilizing amazingly high strain to compel a synthetic response. It works by fixing nitrogen from the air with hydrogen from petroleum gas to create smelling salts (graph). The procedure must utilize high weight since nitrogen particles are held together with solid triple bonds. The Haber-Bosch process utilizes an impetus or compartment made of iron or ruthenium with an inside temperature of more than 800 F (426 C) and a weight of around 200 environments to compel nitrogen and hydrogen together (Rae-Dupree, 2011). The components at that point move out of the impetus and into mechanical reactors where the components are in the end changed over into liquid smelling salts (Rae-Dupree, 2011). The liquid smelling salts is then used to make composts. Today, compound composts add to about portion of the nitrogen put into worldwide farming, and this number is higher in evolved nations. Populace Growth and the Haber-Bosch Process Today, the spots with the most interest for these composts are likewise the spots where the universes populace is becoming the quickest. A few examinations show that around 80 percent of the worldwide increment in utilization of nitrogen composts somewhere in the range of 2000 and 2009 originated from India and China (Mingle, 2013). Regardless of the development on the planets greatest nations, the huge populace development all inclusive since the improvement of the Haber-Bosch process shows how significant it has been to changes in worldwide populace. Different Impacts and the Future of the Haber-Bosch Process The present procedure of nitrogen obsession is likewise not totally effective, and an enormous sum is lost after it is applied to fields because of overflow when it downpours and a characteristic gassing off as it sits in fields. Its creation is likewise amazingly vitality escalated because of the high temperature constrain expected to break nitrogens atomic bonds. Researchers are presently attempting to grow increasingly proficient approaches to finish the procedure and to make all the more naturally agreeable ways bolster the universes horticulture and developing populace.

Amrest company business plan - 2750 Words

Amrest company business plan (Essay Sample) Content: AmRest Restaurant Company Student's Number Date AmRest Restaurant Company Introduction AmRest is an international company headquartered in Wroclaw, Poland that deals majorly with the operations in the hospitality industry, especially in the fast food and dining restaurants. Thus, some of its products include French fries, hamburgers, the Burger King Whopper (a brand it is associated with too) and Animal Fries CITATION Amr15 \l 1033 (Amrest, 2015). The company went public in 2005 thus placing it in the list of Warsaw Stock Exchange, and has since expanded in the hospitality industry in Europe (currently operating restaurants in 12 countries) and even the United States CITATION Amr15 \l 1033 (Amrest, 2015). The company was initiated as a joint venture between American Restaurants and Yum! Inc. and was referred to as the AmRest Holdings. Since then, acquired other operator companies such as IFFP (International Fast Food Polska), Restauravia and, recently, Starbucks restaurants in Germany. As a result of its acquisition and expansion ventures, this operator has been associated, majorly, with six brands. These include: Burger King, Starbucks (especially in Germany), Pizza Hut, KFC, Applebee's and La Tagliatella. The current company CEO (Chief Executive Officer) and chairman is McGovern Henry. The Marketing Environment * External Environment: PESTLE AmRest's Marketing environment comprises versatile and dynamic characteristics that shift across its international market. For instance, social, political, ethical, legal and economic conditions vary across the 12 countries it operates its restaurants and this, more often, have a direct influence of the preferences on their products. The characteristics of these market environment conditions are as described in the PESTLE Analysis below: Political Since AmRest is an international company, it is greatly influenced by changing political issues across the countries it operates in. For instance, the recent invasion of Russia in Ukraine, in Eastern Europe, led to sanctions that greatly affected the AmRest's business operations. This is because this sanctions led directly to the devaluation of the ruble and volatile exchange rates that impaired normal movement of AmRest's goods and services across to Russia. Thus, AmRest was forced to change it long term plans as a result of unpredictable stances by Putin's government CITATION Mar14 \l 1033 (Marketinsider, 2014). Economic The economies, especially of the Eurozone, have experiences the most turmoil during this decade. From the Greece crisis to the recent Brexit, the value of the Euro and its rate fluctuations has become unpredictable. As a result of this, there is a risk of huge debt deficits in individual countries such as the Greece debt. Furthermore, there is the cause of a weakening Russian ruble has seen investments into this emerging market become less costly but politically uncertain. Despite this negative characteristics, Amrest has received high growth rates in countries in Europe such as Spain because of her stable and growing economy CITATION Mar14 \l 1033 (Marketinsider, 2014). Social-cultural The Eurozone, and in particular, the countries that AmRest operates span across the European continent. From Spain to Russia, AmRest is affected by differing cultural and language orientations that often influences the preferences of its products. Despite this, the AmRest Brand and its other brands are recognized internationally and are popular especially in Europe. This aspect as had a direct positive influence on preference of its products. For instance, in Spain, the company has experienced an increase in the buying patterns of its products in relation to particular brands offered by the company CITATION Mar14 \l 1033 (Marketinsider, 2014). This is also the case in Germany especially after the recent acquisition of restaurants formerly operated by Starbucks. Technological When it comes to the technological aspect, AmRest has been able to increase and grow substantially since the introduction of the internet and the portable smartphones. By implementing new invention and applications of the smartphone and the internet, AmRest has been able to reach a wider customer portfolio. For instance, in the use of the internet, AmRest has set up its own website where clients can be able to order its products online for delivery. This can also be done conveniently using smartphones that can call and even access the internet at the same time. Moreover, AmRest has been able to use its website to advertise its current product portfolio and even measure the levels of customer satisfaction through flow up surveys and similar strategies. Legal In the current global economy, international trade is affected by legislature that regulates and determines custom duties and import restrictions. Furthermore, the most recent influence of legislature to AmRest is the interest of countries and their governments to control global warming and protect the environment. When it comes to the latter, AmRest is obligated by law, especially in countries such as the USA to reduce and monitor and regulate its waste. As a result, the carbon footprint and global warming impact of AmRest is monitored and the company is obligated by the US government to do so. This has affected budget allocations in as far as AmRest's financial expenditure is concerned. For instance, AmRest has diverted a substantial amount of its annual expenditure to the recycling of plastic and intends to do so in countries where it has to implement this environmental protection strategy. * Internal Environment: AmRest's SWOT Strengths The company has a strong distribution and sales networks that keeps on growing as the company continuously acquires other competitor companies such as in the Starbucks scenario in Germany. This networks have increased the competitive aspect of AmRest. In addition to this, high profitability in stable economies such as in Spain have contributed to the growth of the company and the overall reduction in the costs of its products and services CITATION Tre12 \l 1033 (Tremblay Tremblay, 2012). This aspect as completely led to the high competitive nature of this restaurant operator in Europe and thus a further increase in its profits. Weaknesses The first profound weakness to AmRest is its financial constraints caused by high interest rates that have impaired the ability of the company to secure loans for development in emerging markets such as Russia and China. This has thus reduced the ability of the company to expand into other emerging markets such those in Africa. Furthermore, the fact that it is a restaurant operator makes the company lose direct control of it restaurants because it uses the franchise system of operation CITATION Ols08 \l 1033 (Olson Bever, 2008). This indirect control may pose a challenge to management and has been known to be the major cause of failure in restaurants especially when an operator seeks to venture into a new market. AmRest's Strategic Marketing Plan From the above environmental analyses, the best Ansoff's Matrix option for AmRest lies in its ability to improve its market penetration strategies CITATION Lut11 \l 1033 (Luther, 2011). This strategy is feasible because AmRest's international brand is recognized and penetration can be facilitated by its already vast, measurable and recognizable market network in Europe and USA. Under this option, AmRest will solely focus on increasing its market share and thus will not be affected by the financial restraints that come with the need to borrow large sums of capital in order to, for instance, expand in other emerging markets in Africa or any other market development needs. Furthermore, under this option, AmRest has the necessary infrastructure to implement particular strategies such as promotions by, for instance, using its current website and initiating proper customer segmentation strategies to target clients using preferences in purchases over the internet and even using smartphones CITATION Lut11 \l 1033 (Luther, 2011). Since the infrastructure is already laid out, this promotions may lead to better competition and thus the ability of AmRest to decrease the price of its products even further. Practically, AmRest has been able to phase out its competition in Germany through the use of price reductions strategies that facilitated its acquisition of all of Starbucks restaurants in April this year. Acquisitions, in the long run, have the potential to phase out competition and thus reduce competition CITATION Lut11 \l 1033 \m Smi01 (Luther, 2011; Smith, 2001). Finally, because the brand the already internationally recognized and respected, more product refinements such as those done by McDonald's would see the company even improve its competitive ability over this rival CITATION Lut11 \l 1033 (Luther, 2011). Modest product refinements such as in the improvement of taste, ease and fastness of production and presentation results in improving customer preference towards the same product as has been seen in McDonald's. Refinements also include the ability of the client to easily recognize a specific AmRest product, memorize it and thus be able to specify exactly what he or she needs in a fast and easy way to increase the effectiveness of timely delivery. Segmentation, Targeting and Positioning Analysis for AmRest Segmentation Using the above option, AmRest can then undertake market segmentation, targeting and positioning in order to penetrate the market as required. Under this, the company shall design and implement a strategy that shall determine the demography of its clients. This shall include a demarcation of young, youth and old population based on sexes, religion, race and nationality. Segmentation shall also aim to effectively demarcate resta...

Baseball And Softball Are The Victim Of It Essay - 1541 Words

It is hard to feel injustice if you do not realize you are the victim of it. Logistically, baseball and softball are different sports although they seem very similar. Confusing them as the same sport seems innocent enough, until you truly begin to understand the differences and why they exist. It is nationally understood that baseball is for boys and softball is for girls. The girls’ sport is baseball, but softer. It is meant to be easier and less complicated than baseball. The difference between a baseball and a softball is three inches (Rules of Sport). It is amazing the amount of oppression caused by those three inches. If the heroines in Ring’s book were treated fairly, surely there would not be such a book. Men, significantly Spalding, took a widely accepted coed’s game and turned it into a game that shows masculinity and is a â€Å"man maker† (Ring, page 57). Due to his own insecurities, Spalding turned baseball into a way to prove his worth and his manliness. After all, it sure is hard to prove you are a man when you are getting beat by women, right? The ironic part about Spalding’s claim is that while baseball is decidedly a men’s game, it does not fit the general definition of â€Å"manly.† There is rarely contact or much movement. Most of the team members are standing in the dugout for the majority of the game. You can be out of shape and still be a baseball player, Babe Ruth for example. Regardless, the problem with Spalding’s behavior is that it made a difference. It tookShow MoreRelatedA Famous Baseball Star Named Roberto Clemente1648 Words   |  7 PagesBishop Noll Institute Roberto Clemente Tybolt Meyer Theology Hour 3 Mr. Castaneda December 5, 2016 Roberto Clemente My five page paper is on a famous baseball star named Roberto Clemente. As he was very talented, he also cared and loved for everyone. He would help those in need and enjoy it too. All around Roberto Clemente was a wonderful man. 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Advantages And Disadvantages Of Using Technology Into...

What are the advantages and disadvantages of using technology in the preschool classroom? Nowadays, technology is essential to every part of our lives, our workplace and our school-lives. In order to let the new generations acquire the skills to help them to survive in this highly technological knowledge-based society, many schools are just starting to combine technology into preschool classrooms learning. Dr.Char Cynthia, who had been a senior associate in research and design at Bank Street College’s Center for Children and Technology in New York for over 30 years, defines â€Å"technology as children using cameras, computers, tape recorders and video cameras in classroom projects† (Cynthia, 1990, p10). However, there is no evidence that shows that young children’s brains are designed well enough to the use of technology. Integrating technology into preschool classroom instruction brings both advantages and disadvantages in early childhood development. After reading through six credible articles written by professionals in this early childhood teachi ng field, I agree that technology can bring more advantages to preschool learning than bring disadvantages. In the early 1980s, debate tended to focus on questions such as, â€Å"Are computers good for young children?† â€Å"Should young children be exposed to television?† At the time, the role of technology was less important in young children’s classrooms due to financial reasons andShow MoreRelatedHearing Loss Among Individuals : Deaf And Hard Of Hearing Essay1143 Words   |  5 PagesThis literature review addresses the impact of hearing assistive technology and advanced testing that touches the lives of adolescences in educational settings who have a hearing disorder, affecting their life dramatically. Hearing loss is a common impairment and approximately â€Å"one in twenty-two newborns in the US† are born with a form of this communication disorder (McCoy, 2016). 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PGs Pert Plus a Pan-European Product free essay sample

PGS Pert Plus: A Pan-European Product? QUESTION 1 How attractive is the pan-European market for Pert Plus in terms of demand potential? Competition? Any cannibalization problems? P is an international supplier of consumer goods it is a global leader in health and beauty care products, detergents, diapers and food . PGs presence in the hair care market in the U. S has been strengthened by innovative technology BC-18 and the replacement of an old brand Pert with Pert Plus- a mild shampoo with a fully effective conditioner. PG decided to introduce BC-18 in Europe. Traditionally, the European market is highly competitive the main rivals are Colgate, Unileaver, and LOreal. The European market is segmented (i. e. value based) and sensitive to price changes (i. e. elastic demand). The introduction of the new product BC-18 brings with it a new marketing strategy for the company. In order to make a valued choice the 4Ps of marketing have to be considered. BC-18 technology would offer the European consumers Great looking hair in a convenient way. Currently PG are practicing a strategy called Euro-Balancing , it entails the concept of standardizing to the maximum and implementing localization only where necessary. By introducing a single brand name for its potential market, PG does not have to create new marketing campaigns for targeted countries. The European market is heterogeneous, multicultural and multilingual; therefore, the name chosen for the shampoo should have to no connotations in a particular languages history or religion. Moreover, the name should be easily pronounceable in each culture. The company is able to use the brand name of Vidal Sassoon, which is an already well-known brand name in the United Kingdom, West Germany and Scandinavia and fits to the criteria mentioned above. It is in the upper market segment and has the established image of a high quality product; it would compliment the new BC-18 product. In instead of Pert Plus, the European name could be Vidal Sassoon Plus, the logo could look like the image bellow. Research indicates in Europe there are large price differences among hair care products. It can enforce the competitive strength of PG. Although it hasn’t face the cannibalization problems. It still prepare for it . QUESTION 2 †¢PG is an international supplier of consumer goods it is a global leader in health and beauty care products, detergents, diapers and food . PGs presence in the hair care market in the U. S has been strengthened by innovative technology BC-18 and the replacement of an old brand Pert with Pert Plus- the technology,â€Å"2-in-1† for shampoo and conditioner in one wash, was new to the market and had been developed in the P research lab. Advantages: easy, time-saving, and convenient everyday use of the product . †¢Disadvantages: more expensive. †¢No country-of origin effect. Q3 The southern European countries, such as West Germany, Great Britain, France, Scandinavia and Benelux, are the lead markets in Europe. †¢Entering a leading market first enable the brand to determine the most consumers real interst in the product from the outset so that it could develop sales and acquire market information in the Pan-Europe market. Also it could build a clear and reconizable image in the target market. However,it was not easy that a new brand enter a new,lead market. With respect to the number of suppliers and brands,the European market was more fragmanted than U. S. market,undoubtedly a function of the different nationalities. The most inportant competitors for PG were Unilever,Colgate and LOreal. QUESTION 4 What does the marketing research tell about the price and positioning decision for Europe? Brand choice? Should the BC 18 technology be introduced with a pan European name, or with local brand names, or even with a mixture of both approaches? Research indicates in Europe there are large price differences among hair care products. P has decided that it should place the new shampoo in the premium-priced segment; this is done in order to keep up the image of the shampoo as a high quality and innovative product. P should charge premium price in each country to be sold for 4. 99 DM for the 200 ml bottle and for 5. 99 DM for the 250 ml bottle in all the countries which had had been accepted during the consumer tests. The company cannot charge a price very few people can afford, this will also not e profitable for the company. P is to become a leader in the European market of two in one hair products. The first year objective is to attract new European customers from competing brands to shift to the use of shampoo to BC-18. The aim is to exert a pull on the population in order to create a new market niche inside the shampoo market and encourage the people to use the new BC-18. In effect BC-18 technology serves the core need of w ashing hair and therefore it has to compete with the different national brands which are often well established. As I see, the BC-18 technology should be introduced with a mixture of both approaches—with a pan-European name and local brand names. If we just introduce with a pan-European name is bad for the promotion of the BC-18. Local names sound approachable. People are likely to accept them. But if we just use local names we will have some problems in selling them in the whole Euro. So the best way is using both of them. QUESTION 5 Given the economic data, what is your recommendation for launch strategy? Let’s take Britain and as example. The markets in Europe are highly fragmented therefore, P cannot expect the same market shares in every country. The company should take into account the existing brands, their markets in every country and the conditioner use in every country. Great Britain: P must aim to attack Timoteis marketing leader position while maintaining their customer base of Head Shoulders. As Head Shoulders is more specific and known for its anti-dandruff ingredients, this should be possible. The company should try to gain 4. 5 % volume market share in the first year and increase it to 5 % in the second year, regarding to the high use of conditioner in Great Britain. Country Great Britain W. Germany France Benelux Scandinavia Market share (volume)4. 5 5 %3 3. 5 %2. 5 3 %3. 5 4 %4 4. 5 % Since there is a steady growth of the shampoo market and the conditioner market and statistics show an increase in hair washing, a roll-out launch is recommended in Europe.