Social Commentary

English 1101 Social Commentary Essay The automobile has had a tremendous impact on society and the environment since its development in the beginning of the 20th century. Today, there are over 500 million motor vehicles on the earth. People enjoy their privacy and the convenience of an automobile. There are no schedules to keep track of. A person can come and go from a destination at their own free will. They also have the ability to travel and see scenery that people are limited to on public transportation.The automobile's efficiency, style, and performance have changed over the years, but there is one thing that has not change that they are reliable. Americans love owning cars and driving cars because they don’t have to wait for buses, and trains. In today’s society there are many ways to get around but a car is more reliable than riding public transportation or walking. Public transportation have set times that they are available also, they are not reliable.I use to ride public transportation and it made me late several times for different appointments and jobs, and I have lost jobs due to riding the bus. Cars are reliable because you don’t have to wait for the car to come get you. Americans love owning cars in the winter, so they don’t have to wait in the cold for the bus or the train. When a train or bus breaks down it takes several hours for them to be repaired. When a car breaks down you can rent another car until your car gets repaired, this is a benefit to owning a car.

Marketing planning Essay

Main characteristics of marketing oriented organisation The marketing is a management and customer satisfaction strategy which is focused on the customer satisfaction and it is also involved in various  functions like advertisement, promotion, selling products and services of the business, product planning, and product development, market research and market analysis. According to Keller, (2009) Marketing can be described as the marketing can be described as the management process which is responsible for identification, anticipation and satisfaction of customers of the organization for developing improved profitability of the business. According to the Philip (2009) the marketing can be described as the process of managing profitable customer relationship through retaining retain existing customers of the organization and attracting new customers through developing value for the customers and satisfying their needs through developing products and services needed by them. Types of organizations: According to marketing point of view there are two types of the organizations, market oriented and product oriented organizations (B&C, 2010). Product Oriented organizations: The focus of the product oriented organisations is on the development of product and selling these products through the different approaches of marketing. Characteristics of marketing oriented organisation: the market oriented companies are focused towards the satisfaction of needs and demands of the customers through analysing customer needs and then developing products and services to satisfy these needs. The customer needs are identified by these organizations and then the resources are allocated to meet these needs (Mangold, Faulds, 2009). The market oriented companies have four main features or characteristics which are given below, Shared Values: the customers are always kept as priority by these types of the organizations and the value is shared with customers by providing them quality products and services. Organizational Structure: the flat type of organizational structure is developed and preferred by these companies as compared to the traditional business structures. The clear vision is developed and communicated by these organizations for motivation of stakeholders including customers. Strategy: the overall business strategy forms the basis of the marketing strategies and planning of the market oriented companies. The basic goal of the market strategies is to achieve the overall business goals and objectives of the organization. The more flexible strategies are developed by these organizations to respond to changing business environment (Mangold, Faulds, 2009). Stakeholders: The  ideas and values are exchanged by the organization with different stakeholders of the organization to develop relationship with the business. From the analysis given it can be concluded that Ikea is a market oriented company as it has incorporated the core characteristics of the market oriented companies (Menon, 2008). Explain the various elements of the marketing concept with reference to the Ikea’s marketing activities. The Ikea has implemented various elements and the concepts which can be analysed as 5 Cs and 4 Ps of the marketing and they are given as below, 5 Cs of Marketing Company: the company described as the vision, mission, purpose and core values of the company which motivates stakeholders of the business (Menon, 2008). Customer: the customers are segmented into profitable components of the business. Collaborators: These are the stakeholders of the company who include investors, employees, customers, competitors, community and Government. Competitors: This includes analysis of the core competitors of the business, their market position, strengths and weaknesses. Context: Context refers to the analysis of the present and future prospects of the organization in the long turn and this is analysed through the internal and external business environment of the organization. 4Ps of marketing are: The four Ps of the marketing are essential and basic element for the development of effective marketing strategies of the business and these can be described as below, Product: the product is the development of the product or services based on the customer needs developed to satisfy needs of the customers (Menon, 2008). Promotion: this include determination of how the product will be marketed and promoted to attain greater market share and growth, through different promotional techniques like TV ads, online marketing or sales promotion (Newman, 2002). Price: One of the important elements of the marketing is the determination of price on which the product will be offered to customers. Place: The place is the identification and planning how the product will be placed in the market, through physical stores or the other elements. Identify and critically assess the benefits and costs of marketing approach for Ikea. The marketing approach adopted by the Ikea has different benefits for the business. Ikea has successfully  developed business of the organization in UK and Europe and segmented the business of the organization to the office and home furniture users. The business has developed the marketing strategies to develop and promote business products of the organization for satisfying customer needs through delivering quality products to the customers. The business has developed strategies for effective customer care as a part of the marketing strategies which is the part of benefits of marketing approach. The long term relations with the customers are developed by the business through effective customer relationship and developing trust in products of the organization. the costs of the ineffective marketing can lead to the failure of the product being offered or less effective response from the customers (Newman, 2002). Task 1.2 A) Identify and explain macro and micro environmental factors which influence marketing decisions of Ikea The business strategies of Ikea are affected by the various internal and external factors of the organization. These factors can be described as the macro-environmental factors and micro-environmental factors. The micro environmental factors of the Ikea are described as below, Micro-environmental Factors: these factors include various factors which have direct impact on the business strategies of the Ikea and it also impact on the business planning and strategies. The Micro factors impacting the Ikea are given below, Customers: the survival of the Ikea is based on the identification and meeting needs, wants and providing the benefits of their customers. the failure to meet the needs of the customers can lead to the failure of the business as the satisfied customers are most important for the business (Newman, 2002). Employees: the employees are considered as the most important assets of the business and the satisfaction and development of effective workforce of the business is the most important element for the successful business. Suppliers: the increase in the prices of raw material and change in the quality of the raw material has direct impact on the marketing mix of the business. The good relationship with the suppliers helps business to develop effective quality of the products offered by Ikea. Shareholders: the expectations and relationship of stakeholders of the business has positive and negative impacts on the strategies of the business. Media: the innovations and changes in the media can be analysed  and the successful adoption of these changes and innovations can positively impact the organizational communication and marketing strategies. Competitors: the name of the game in marketing is differentiation. The business can be successful through developing competitive advantage as compared to its competitors through developing core competencies of the business. Macro-environmental Factors: The macro environmental factors are which are beyond the control of the Ikea and these can be opportunities of threats to the business strategies of Ikea. There are following macro-environmental factors effecting marketing and business strategies of the Ikea and these can be analysed through PESTEL analysis: Political factors: the political factors include the rules and regulations of the UK government, which can be minimum wage, or the interest rate regulations. Economic factors: Economic factors include the inflation rates, or the interest rates which can impact the consumption parents of the customers effecting sales of the organization. Social: the UK is highly diversified with the multilingual and multinational people from all over the world. The trends in the social preferences of the customers can impact the business strategies of Ikea. Technology: there are various technological implementations in the market and these are more frequent in the UK market. B) With your understanding of the topic on Segmentation, propose segmentation criteria that the organisation can use for two products in different markets. The market segmentation is one of the basic elements for the development of the products of the business in the market and the segmentation refer to the identification of the customers with the similar needs and preferences based on the analysis of the customer needs and buying behaviours. The aim of the segmentation is to develop the groups with the same needs and buying behaviours. For example the sofa set for the home users and the business users will be demanded with different needs for the same product for the different market segments. The needs of the home users will be different as compared to the business users and this will also impact the buying behaviours if the customers as well. C) Sketch out those factors that influence the choice of targeting strategy by the organisation with reference to the financial capability of sponsors Targeting strategy: The targeting strategy is based on the analysis of the target groups based on the market segmentation and then the process and approaches of targeting potential customer segments is developed by the organization to develop market share of the product to be launched by business. The targeting strategy of the Ikea involve various steps which include the development and identification of the effective segment market, choosing appropriate segment for the product and then analysing the product to be offered in a particular market segment. The Ikea has developed the target marketing strategy for developing and offering various products for the different segments instead of the generic marketing. Importance of financial capability of Sponsor: One of the important factors affecting the business is the financial capability of the sponsor. The finances are the lifeblood of the business and for all business and marketing strategies the financial resources are considered as the important element to remain competitive in the business. for the success of the business good target market strategy and the financial sponsor ship is essential as these play as the backbone of the business to be more competitive in dynamic changing business environment. D) How does buyers behaviour affects marketing activities in two different buying situations putting into consideration The behaviour of the customers towards the product refer to the process of selecting, purchasing and consuming the product by the customers to attain satisfaction. And analysis of these abhors is essential for the business to develop effective strategies and products. There are various factors affecting the buying behaviours of the customers and these can be explained as given below, Cultural factors: the most important elements of the customer buying behaviour is the cultural factors as the buying behaviour of the customers is highly effected by the culture of the customers. For example the McDonald was failed in India when they introduced beef burger and the organization faced huge losses. Social Factors: the social factors contain the reference groups like the role, status and family. Personal factors: the personal factors include the analysis of the age, occupation, income levels, life styles and the economic status of the customers. Psychological factor: these are also very important factors affecting the buying behaviours of the customers. These factors affect the buying behaviours of the customers of  the Ikea in different ways which can be in favour of the business and these can go against the organization. the increased income and life standard of the customers may lead to increased sales level of the products of the organization same the families will be buying more products of the business as compared to the single. Task 1.3: A) Describe how products are developed By Ikea There are different steps are involved in the product development strategy of the Ikea for the product development in the market to attain sustainable growth in the business. There are following steps performed by Ikea for the effective product development by the organization, Idea generation: the product development strategy if Ikea starts with the idea generation in which the idea regarding the new product is developed and shared, these ideas can be internal or the external. The internal ideas are the innovation by the organization while the external ideas can include the development of product as a result of competitor’s idea. Idea screening: the next step is idea screening which includes the analysis of the market acceptability, impact on satisfaction of the customers, analysis of the demand of the customers and then the approval of the idea based on the rate of success of the given idea. Concept development and Testing: after approval of the idea in screening the next step is to execute the idea into concept and the feasibility of product development is identified in this section, which through the analysis of the skills, abilities and sources required developing the required product. Concept development and Testing: the next step is the execution of the idea into product and then the features and quality of the product is tested and analysed. The target markets and customers are identified for the given product. Marketing: after development of the product the next important step is to communicate the product in market through using different marketing strategies and marketing tools and techniques. This is analysed through the test marketing. Commercialization: the final step is the commercialization of the developed product to attain sustainable growth and success for the Ikea. B) Distribution Management: The distribution management refer to the process involved from the attaining raw material to the selling and delivering product to customers. The distribution includes the packaging, inventory, supply chain and logistics. The distribution strategies involve how the product will be developed and distributed to the end users in a more efficient way. There are two mediums used by the organizations for the distribution of the products and services of the organization to the final consumer, which include wholesaler and retailers. The Ikea is distributing its products by using wholesale medium of distribution. Wholesale market involves the selling goods and services of the organization direct to the buyers and for this purpose the Ikea has developed its stores in UK and Europe. This leads to the development and distribution of the product at flexible and low price. C) How are prices set to reflect an organisation’s objectives and marketing conditions? The pricing strategies include the identification of the pricing objectives, and then development of the pricing strategies based on these objectives, there are various pricing objectives of Ikea for determination of the price of products to be offered in the market, Financial Objectives; The financial objectives include, Profit maximization Maximizing sales revenue Improving cash flows of the business Marketing Objectives: Increasing sales Maintaining and growing market share Building brand D) Show an illustration of how the organisation (Ikea) integrates its promotional activities to achieve its marketing objectives. In recent years, many newspapers and television channels lost their audience, since traditional print and broadcast media as main promotional tools have faced major challenges (Gurevich et al., 2009). Research by Forrester Jennings conducted in 2007 shows that audiences and attention are shifting to online channels, as 52% of Europeans are regularly online at home. Around 36% of European Internet users watch less television, 28% have reduced their newspaper and magazine reading and 17% have decreased listening to the radio since going online (Palmer and Koenig-Lewis, 2009). Taking into  consideration the above facts, we can say that the information revolution (Internet, mobile and social media) is significantly changing traditional marketing campaigns, which can be adjusted to those new technologies. The significance of social media is shown by a recent study which was pointed out that an overwhelming 88% majority of marketers are now using some form of social media to market their business1. The same study, which set out to understand how and why marketers are using social media to grow and to promote their businesses, found that Facebook, Twitter, LinkedIn, and blogs are the top four social media tools used by marketers1. Palmer and Koenig-Lewis (2009) define social media as an â€Å"online applications, platforms, and media which aim to facilitate interactions, collaborations and the sharing of content† (p.165). They further point out that the importance of social network media lays in the interaction between the consumers and the community, as well as in the facilitation of â€Å"asynchronous, immediate, interactive, low-cost communications† (Ibid.). One of the major examples of social media usage by companies is Victoria’s Secret’s Facebook page with its more than two million followers. On this page, followers can view videos, photos, take quizzes and print coupons2. In politics, the most significant example of social media use is the United States‟ presidential election in 2008. The Barack Obama campaign used such online promotional tools as Facebook, YouTube, Twitter and others3. For the past two years, Facebook has overwhelmingly been pro-Obama virtual territory. Some have attributed Obama’s victory to a â€Å"Facebook effect†3. The Ikea has used the social media strategy for the integration of the marketing strategies with the product orientation and the promotional strategies of the business. Task 2: A) Attempt a suggestion of marketing mixes for two dissimilar segments in consumer markets. For the specialised market entry the company offering products in the consumer markets should develop and focus on the market segmentation and it should develop market segment. The marketing mix is developed by the business after the market segments for the development of the effective market share of the business. For example, a new brand in soft drink â€Å"Nix Cola† can be launched in specific consumer market like 99p or pound land as a established retailer. Once it gets success then it can be launch in different segments and restaurant and coffee shop. It would benefit the organisation from huge marketing costs and  will enhance its brand penetration in the market. C) Critically explain how and why international marketing differs from domestic marketing with reference to Ikea International marketing involves the satisfying the needs and demands of the global customers. Organisations should consider the values, customs, languages and currencies before doing the international marketing. For example advertising in Nepal and China should use in local languages. The potential market size, degree and type of competition, price, promotional differences, product differences as well as barriers to trade have to be analysed alongside the cost-effectiveness of various types of transport. But for the domestic marketing; organisation should consider for the local factors and local needs and demands of the buyer. So, in the case of Ikea as well company should consider the domestic and international marketing factors. People from all across the globe are keeping eyes on London so it should position its marketing strategy for international market and domestic market separately. References: B&C (2010), What’s This Stuff Called â€Å"Social Media†?‟ Benefits & Compensation Digest March 2010, Vol. 47 Issue 3, pp.1550-4190. Boyd, D.M., Ellison, N.B. (2007), Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, article 11 Bowler, Shaun David M. Farrell & Richard S. Katz (eds.). 1999. Party Discipline and Parliamentary Government. Columbus, OH: Ohio State University Press. Carabiner Communications (2009), „Social Media: How B2B Companies Can Connect‟ Available from http://www.carabinerpr.com/socialmedia/. Chaffey, D., Ellis-Chadwick, F., Johnston, K., Mayer, R. (2006), Internet Marketing, Prentice Hall: United Kingdom. Gurevitch, M., Coleman S., and Blumler J.G. (2009), Political Communication Old and New Media Relationships. The ANNALS of the American Academy of Political and Social Science; 625; p.164 Kotler, P (1975), Overview of political candidate marketing. Advances in Consumer Research, vol. 12 Kotler, P and Armstrong, G (2008), Principles of Marketing. Pearson Education Limited Learmonth, M (2009), Social Media Paves Way to White House. Advertising Age, Vol. 80, Issue 11 Mangold, G.W., Faulds, D.J (2009), Social media: The new hybrid element of the promotion  mix. Business Horizons, Kelley School of Business, Indiana University. (2009), p. 357-365. Menon, S.V (2008), Political Marketing: A Conceptual framework. ICFAI Business School, Ahmedabad. Mintzberg, H, Ahlstrand, B and Lampel, J (1998), Strategy Safari: A Guided Tour Through the Wilds of Strategic Management. The Free Press, New York, 1998. Newman, B.I. (2002), The role of marketing in politics. Journal of Political Marketing, Vol. 1, pp.1-5. Olausson, M (2007), The People’s Revolution: Implications of Web 2.0 and Social Media Applications. Strategy Analysis. Strategy Analysis LTD. Osuagwu, L (2008), Political marketing: conceptualisation, dimensions and research agenda. Marketing Intelligence & Planning, Vol. 26, No. 7, pp.793-810. Palmer, A and Koenig-Lewis, N (2009), An experiential, social network-based approach to direct marketing. International Journal of Direct Marketing.Vol. 3, No. 3, pp.162-176. Rowley, J (1998), Promotion and marketing communications in the information marketplace. MCB University Press. Saunders, M., Lewis, P., Thornhill, A. (2007), Research Methods for Business Students. Harlow: Pearson Education Limited. Solomon, M. (2009), Consumer Behaviour: Buying, Having, and Being. 8th Edition. Upper Saddle River, NJ: Pearson. Stelzner, M.A. (2009), Social Media Marketing Industry Report. Michael A. Stelzner. Tozian, G (2009), Mastering Social Media Marketing: Its 6 categories and 10 benefits. Overland Agency, Inc 2009. Trebnick, C (2008), Social Media Market Dynamics and Impact on Communications Infrastructure. America’s Growth Capital. Weber, L (2009), Marketing to the Social Web: How Digital Customer Communities Build Your Business. Wiley inc. Yin, R.K. (1994), Case Study Research, Design and Methods, Thousand Oaks. Sage Publications, Inc. Yin, R.K. (2003), Case Study Research, Design and Methods. Third Edition. SagePublications, Inc. Zarela, D (2010), The Social Media Marketing Book. O‟Reilly Media, Inc. Zhang, W., Johnson J., Seltzer, T., Bichard, S. (2010), The Revolution Will be Networked: The Influence of Social Networking Sites on Political Attitudes and Behavior Social Science. Computer Review 2010, originally published online June 12, 2009.

Skills audit

Level use the following scale to rate the skills checklist, Please fill In the sheet as accurately as possible so as to get the maximum benefit from the exercise; Your skill In the area 1 unskilled 2 very poor 3 poor 4 passable 5 adequate 6 satisfactory 7 good 8 very good 9 excellent 10 outstanding Importance In vocational area Irrelevant 2 unnecessary 3 a little relevant 4 relevant 5 of some use 6 useful 7 beneficial 8 very beneficial 9 valuable 10 essential Interpersonal skills My skill Importance Difference In ratings Able to Interact successfully with a wide range of people.Knows how to interpret & use body engage 9 7 10-1 -3 10 Oral communication skills My skill Importance Difference in ratings Presents information & ideas clearly with content & style appropriate for the audience. Presents opinions & ideas in an open & objective way 107 +3 Counseling skills My skill Importance Difference in ratings Responds to what others have said in a non-judgmental way. Builds trust & opennes s in others 9 10-1 Teaching & training skills My skill Importance Difference In ratings Able to help others gain knowledge & skills.Able to create an effective learning environments 6 Gives feedback in a constructive way. Helps others to increase their knowledge or kills 9 10-1 Financial skills My skill Importance Difference in ratings Able to keep accurate financial records. Able to manage a budget 6 10-4 Persuading skills My skill Importance Difference in ratings Communicates effectively to Justify a position or influence a decision.Able to sell products & promote ideas 8 9 -1 Care giving skills My skill Importance Difference in ratings Able to empathic with others; able to give sensitive care to people who need it 9 10-1 Computer skills My skill Importance Difference in ratings Able to use a variety of software programs; knowledge about social media, desk top publishing or web design 106 +4 Customer service skills My skill Importance Difference in ratings Able to build a relation ship of mutual trust with clients.Able to handle complaints & concerns in a sensitive way 10 100 Planning skills My skill Importance Difference in ratings Able to plan projects, events & activities; able to establish objectives, needs & options. 108 +2 Research skills skill Importance Difference in ratings Knows how to find & collect relevant information; able to analyses data, summaries findings & write a report 8 8 0 Write down the skills where you have the highest negative scores: Able to keep accurate financial records. Able to manage a budget. (6) Able to help others gain knowledge & skills.Able to create an effective learning environment. (7) Knows how to find & collect relevant information; able to analyses data, summaries findings & write a report. (8) Which THREE skills are the most important to address for your vocational area? 1 Able to interact successfully with a wide range of people. Knows how to interpret & use body language. 2 Communicates effectively to Justify a po sition or influence a decision. Able to sell products & promote ideas. 3 Able to build a relationship of mutual trust with clients. Able to handle complaints & concerns in a sensitive way.How are you going to improve? For skill 1 – I will connect instantly with someone I. E shake hands. I will also show agreement, mirror expressions and postures. For skill 2 – I will Develop a listening strategy. Overall, I can personalize my sales points, preferences and needs. For skill 3 – I will practice empathy. Putting myself in the position of another person will allow me to see things from a different perspective. When people feel understood, they tend to be less combative, leading to greater understanding and unity.

Managing financial resources in health and social care Essay

Managing financial resources in health and social care - Essay Example One more key principal that the company may follow is that past costs should not be taken into the consideration for the future. The company should meet its all costs related with business control within stipulated time frame. If costs of earlier period are recovered in future period then it will be a wrong step from the organization. The organization can go for activity based costing. It will help the organization to measure each and every step of different activities. In this way the company can keep firm controls on its different activities. The organization needs information related with the different financial indicators of the company. Different information is EBITDA, revenue, earning per shares, profit before tax, dividend distribution, cash inflows of the company and different acquisition costs. All these information were very important for CareTech holding to manage their financial resources. EBITDA helps the organization to measure it operating profitability. This information is very important for the company to manage their operating expenses. It helps the organization to measure its core profitability. Revenue informs the organization about the amount of money that, the company earns from its different activities. Earnings per shares talks about the profitability of the company. The company’s profit related to each outstanding share can be measured with the help this indicator. PBT helps the organization to understand all its profit before paying tax. It gives significant importance to the organization. Cash inflows related information helps the company to understand and measure different cash inflows within a fixed time period. The Company can get significant information from their acquisition related costs. It will help the organization to understand different costs related with their recent acquisitions. Dividend distribution is also a very important aspect as far as the stakeholders are

Postgraduate degree application personal statement Essay

Postgraduate degree application personal statement - Essay Example crisis since I was extremely interested in understanding; how and why the global economy, and Hong Kong in particular could be affected by events in far of places such a wall street or even the Euro Zone. Particularly after the global financial crisis, I immersed myself in an incisive study of any material that might illuminate the subject, be it on the internet or magazines such as, Newsweek and the Wall Street journal. Compounding these with my undergraduate studies, I can consider myself well furnished with background information as well as current affairs in the business world. The new face of business that has been facilitated by globalization also holds considerable interest to me, and I aspire to acquire a better understanding of new and emerging economies as well as the economic blocs being formed such as the Eurozone as well and examining the challenges that they are encountering. I would also like to research and study the changing dynamics of the international economies, especially the future of emerging Asian Economies that are playing a bigger role in the global economy. I also hope to study the effect of this on western economies, bearing in mind that many European nations seem to be undergoing a myriad of near crippling economic problems. I realize that XXXX University has an international reputation and is synonymous with excellence; furthermore, I am aware of diversity in the students and professors. I consider your institution appropriately placed to meet my needs since I am aware of the practical nature of the courses offered, which allow learners hands on experience, profoundly enhancing their skills and abilities. Furthermore, I look forward to being a part of the global campus rotational program, which allows your students to experience their subjects from the perspective of different countries. My application at your university for post graduate course is in line with my ambition and long term plan to work in the field of business.

Electoral geography and how the 2010 U.S. Census impacts the political Essay

Electoral geography and how the 2010 U.S. Census impacts the political geography of a region or state - Essay Example According to Berg-Andersson (2011), there are numbers of states which won electoral votes due to population increase—which include Arizona (+1), Georgia (+1), Florida (+2), Nevada (+1), South Carolina (+1), Texas (+4), Utah (+1), and Washington (+1) (pp. 1). Although Al Gore won the popular vote, he did not win the electoral vote. Thusly, George Bush, Jr. was declared President of the United States due to a federal judge’s ruling in Florida. Bugh (2010) states, â€Å"The chaos of the 2000 result made the messiness of vote counting suddenly obvious to nonexperts†¦Ã¢â‚¬  (pp. 118). This result was inadvertently based on population, because even though Al Gore could have won several votes extra than George W. Bush—Bush could still have won the electoral votes based on the fact that a large segment of the population could be accounted for having only a very few amount of people in a particular county. Ultimately, it was then upheld by the Supreme Court that, i ndeed, Florida’s federal judge had ruled correctly. There were appeals made, but they were not successful. In any case, some states, like Arizona and Texas, continue to grow due to the influx of immigrants from Mexico. Moreover, the Latino population in this states are going to explode, as cities all over the nation are seeing increases in the Latino population. In Chicago alone, by 2020, it was estimated by one senior official that one out of every four citizens will be of Latino descent. According to Berg-Andersson (2011), there are also a number of states which lost electoral votes due to population decrease—which include Illinois (-1), Iowa (-1), Louisiana (-1), Massachusetts (-1), Michigan (-1), Missouri (-1), New Jersey (-1), New York (-2), Ohio (-2), and Pennsylvania (-1). Many people are moving out of the Midwest due to the fact that unions are no longer going to be given collective bargaining rights. Also, according to Goudreau (2010), New York, Illinois, and Ohio (in that order) are the top three states where it is no longer economically feasible to live, and people are leaving in droves (pp. 1). Reapportionment is possible according to what happened in the 2010 census, thus leaving some constituents with less of a say in Presidential elections. According to Bennett (2006), â€Å"[One] proposal would have the size of the House revert to 435 after the 2010 census, but that would include one representative from the District and hence would also leave the electoral college with an odd number of members thereafter...† (pp. 92). Presidential elections, obviously, should not be left to the hand of fate. It is widely-argued, and supported by most Americans, that the electoral college system is outdated and must go. According to Schmidt, Shelley, and Bardes (2009), â€Å"The most obvious proposal is to eliminate the electoral college system completely†¦Ã¢â‚¬  (pp. 339). There is a high possibility that Presidential elections could be determined by the population of one’s state rather than the popular vote, which makes absolutely no sense. If one gets the votes, then ideally one should also win the election. After all, the electoral college may indeed vote against the will of the people for its designated area, based upon a preference for political party—

Tesco Customer Experience Case Study Example | Topics and Well Written Essays - 1000 words

Tesco Customer Experience - Case Study Example People believe that they the company can use its size and success to be a force for good. This challenge is indeed accepted by Tesco with enthusiasm and commitment. Consumers identify a brand's distinctive capabilities based on their perceptions that have themselves been created by the marketers over a period of time. A genuine brand is "the internalized sum of all the impressions received by the customers and consumers resulting in a distinctive position in their mind's eye based on perceived emotional and functional benefits" (Knapp). A brand, in general, conveys certain aspects like attributes, benefits, values, culture, personality and user. According to a recent study, Tesco is believed to have the strongest brand image online and this fact is clearly visible from its official website. Tesco implemented the Club card rewards program to gather necessary customer information, which it then used to cater to specific customer needs and potential wants. When shoppers signed up for the card, they automatically submitted their age, gender, and income. Tesco was able to segment their shoppers based on these factors. As soon as the shopper used the card when shopping online or in-store, purchased product information was automatically uploaded into Tesco database. Product information was used to cross-sell additional products and services such as grocery delivery services. This way, Tesco strives continuously to keep all its customers satisfied and ensure quality shopping every time they visit the store or the website. A new strength that has been adopted among the staff at Tesco stores is called future, instead of having criteria to meet every store, the strengths, weaknesses, opportunities and threats are discussed with staff in each store and problem are sorted out, making each stores SWOT that little bit different, although the main goals are not ignored. Another ploy on Tesco's behalf to win the customers loyalty it that of vouchers for schools a scheme where one voucher I given for every five pounds that is spent in store, not only does this encourage adults to help their children but will make the children encourage the adults to shop at Tesco's to help their school. Tesco as a company uses clear values to underpin what they do. Their core purpose is based on "Creating value for our customers to earn their life time loyalty. Tesco has invested one billion pounds. Tesco believes in one important thing, i.e. they offer the best quality on a broad range of products and believe that they offer the best value. They have invested one billion pounds since 1996 on the campaign to reduce prices to customers and that continues to build as they go in to 2004. They offer outstanding customer service; every customer is offered help at the checkout. Location and convenience is another reason to choose Tesco, they have introduced a staggering 200 in the last two years that stay open 24 hours a day and they plan another 1540 new express stores, which are Tesco mini stores linked on to esso garages and forecourts. Another key

Marketing Essay Example | Topics and Well Written Essays - 500 words - 2

Marketing - Essay Example 13). Both definitions focused on the term being a philosophy or an orientation designed by management where the important elements for success and profitable financial performance of a firm is anchored in satisfying the needs of the target market or the potential customers – more than competitors do. Analysis of the Concept The marketing concept could be closely evaluated using an organizational example: Coke versus Pepsi. Bhasin (2010) described in his article that â€Å"the marketing concept proposes that the success of the firm depends on the marketing efforts of the company and in delivering a better value proposition as   compared to its competitors in its own target market† (Bhasin, par. 1). Coke’s marketing strategy is to provide customers with a product that has been envisioned to be timeless, not restricted in boundaries, applies to all ages and generations and is able to captivate and satisfy the thirst and refresh its clientele.

Cross Cultural Awareness for the International Manager Essay

Cross Cultural Awareness for the International Manager - Essay Example It runs an Internet filtered search engine that caters mostly to school-age children of ages 7 to 12. This search engine filters effectively the restricted sites from the children and promotes wholesome Internet surfing suitable to its young consumers. It aims to release an English-language Internet filtered search engine, a more advanced and more scrutinizing system (when compared to competitors Google and Yahoo) where it can be made available to the Chinese English-speaking children and adults, in accordance to the strict regulations of the government. Since it is a more efficient filter as compared to its competitors, it also features a Chinese counterpart site for its bilingual target public. It needs bilingual speakers and writers who would be able to man a new center that would be built in the country. China, or the People's Republic of China if the official name has to be used, has a total area of 9,596,960 sq km, slightly smaller when compared to the United States of America. The country is found in Eastern Asia, surrounded by Mongolia on its north, Central Asia countries on its west, South and Southeast Asia countries on its south and the East China, Yellow and South China Seas and the Korea Bay in its east With a total population of 1.3 billion people (July 2006 est.),... It also has a wide variation of dialects with each region having their own such as Yue or Cantonese (Hongkong area), Wu or Shanghaiese (Shanghai area), Minbei (Fuzhou area), Minnan or Hokkien-Taiwanese (Taiwan area), Xiang, Gan, Hakka dialects and other dialects of the ethnic tribes. Standard Chinese or Mandarin (Putonghua, based on the Beijing dialect) is the official language in China as mandated by the government. The population growth is estimated to be 0.59% by 2006. Those below 14 years old make up 20.8% of the population, 15-64 years old has 71.4% and those 65 years old and over are 7.7%. Adding to the variety of the country is the religious adherence of the population to Taoism, Confucianism, Buddhism, Christianity, and Islam despite the discouragement of the state for religious practices and its push for atheism in 2002. In 221 BC, China was first united under the Qin or Ch'in Dynasty which the British based its current English name (its local name is Zhonghua Renmin Gongheguo). Its last reigning dynasty, the Manchu, was replaced by a republic in January 1, 1912. The Communist Party took over in October 1, 1949, officially making it the People's Republic of China. For centuries China stood as a leading civilization even as the Roman Empire crumbled, exceeding the rest of the world's foremost civilizations and contributing important discoveries and inventions in arts and sciences. But in the 19th and early 20th centuries, the country was beset by civil unrest, major famines, military defeats, and foreign occupation (The World Factbok, 2006). After the devastation brought about the Second World War, the Communists under the command of Mao Zedong established an autocratic socialist system that

The Underlying Causes of Women Empowerment as in a Management Level Literature review

The Underlying Causes of Women Empowerment as in a Management Level across the past decade in the United Kingdom - Literature review Example This research methodology is designed to understand and gauge the reasons for increased women empowerment across managerial levels in the United Kingdom. Although laws and regulations have been in place for quite some time, research has showed that there has been a spike in women’s involvement in managerial position in the United Kingdom. This comprehensive research methodology provides a brief overview of the hypothesis, the research strategy and design for the research. The research methods that will be employed to gather the necessary information, followed by the data analysis methods, will also be discussed. At the end of the module, a brief statement about ethical issues at hand and a conclusive statement will be provided. WOMEN EMPOWERMENT AT A MANAGERIAL LEVEL IN UNITED KINGDOM: United Kingdom has been considered as a pioneering modern society that has embraced the changing societies and ideas; they are the prime example of a modern society. For the literature review to be objective and the research to be authentic, the sources that were used for the gathering of the theoretical material was done from scholarly articles and researches that have been conducted in the past. These researches substantiate the theory that there has been an increase in the development of women empowerment, especially in the Managerial level positions in the United Kingdom. ... Women were not considered for strategically important positions in the past. The race towards the top for the women was slow and steady. Women have now reached an epitome of success; 15 out of 500 fortune companies have women CEO’s and this figure are expected to improve with each passing year (CNNMoney, 2010). In order to understand the causes and reasons for the increase in women empowerment, researches have been conducted in the past to see if literacy levels, understanding from the other gender, increase in the women’s career oriented personalities, their likelihood to come back to work after marriage and maternity. Research has shown that the increase in the inclination shown from the women to develop their career as seriously as men do, has increased the level of their competency and has made the opposite gender notice the increase in managerial capability. The work life balance of women has definitely increased over the years, now that they are given flexible wor k hours, and presence of child care options etc. This inclines the women to come back after childbirth and work full time, a phenomena that was not present about 20 years ago. Women working full time would become homemakers and stay back to take care of their children, leaving their careers behind. This is definitely changing today, increasing women participation in the managerial layer (Walby, 2002). There still exists a perception in the minds of the male gender, about the way women handle situations in managerial positions. It has been proven that women have a different management style than men and men mostly do not agree with that style as being as effective as their own. A recent study by Harvard Business Review has shown the majority of the male gender

Positive Social Change Essay Example for Free

Positive Social Change Essay Participatory Action Research (PAR) is a type of research that involves all parties who are considered relevant in the issue in examining together current action- considered as the source of the problem, for the promotion of change and improvement of such current situation. It is not the type of research that precedes future actions. It is an action which is researched, changed and re-researched, a continuing process by and for its participants. It may not be used by one group of people for their own benefit versus other groups that are also involved in the issue. It is genuinely democratic by nature and is non-coercive. The people who the research aims to help are also active participants to the research process (Wadsworth, 1998). Action research or participatory action research for the past few years has come out to be a significant methodology for intervention and developmental change programs within different communities and groups. It has been implemented and promoted by many agencies and programs, also by countless local community organizations around the globe which attests to its effectiveness (Checkland Howell, 1998). The many theories and research in social psychology, such as action research, among others, that put all theories into practice has certainly effected positive change. They have helped in ascertaining reasons behind the surfacing of various problems- whether it be on the individual or societal level. Knowing the source or sources of the problems and the factors that come into play has helped in coming up with feasible solutions to such through intervention methods or coming up with community programs. There have been changes in the type of methods employed in social psychology research as the years go by. From seeing participants in research as the â€Å"other†, a â€Å"subject† which is reminiscent of scientific research methods, as gleaned above in the definition of Active Participatory Research, there comes a shift in the treatment of participants in the study as not merely passive subjects/objects but as co-researchers themselves. This has been seen to yield a richer understanding of the issues at hand and provides for easier enactment of proposed intervention programs. As such, it is my belief that future research in social psychology would veer towards this direction due to its effectiveness in pinpointing specific problem areas and formulating innovative solutions to such. This social psychology course has made an impact in my life in many ways. Studying theories and methods on human behavior has helped me become more aware of my own behavior and how it affects others. Knowing the detriment that my behavior may cause gives me the ability to slowly change my approach in interacting with others so as I will be able to have a more harmonious relationship with everyone around me. That said, this course in Social Psychology has not only helped me understand the world around me, but myself as well, that may yield positive changes not only in my life, but that of others’ around me as well. REFERENCE LIST Wadsworth, Y. (1998). What is Participatory Action Research? Australia: Institute of Workplace Research, Learning and Development, Southern Cross University Press. Checkland, P. , Holwell, S. (1998). Action Research: Its Nature and Validity. Systemic Practice and Action Research, Volume 11, (Issue 1, Feb), p 9-21. Jenner, E. A. , Watson, P. W. B. , Miller, L. , Jones, F. , Scott, G. M. (2002). Explaining hand hygiene practice: an extended application of the Theory of Planned Behavior. Psychology, Health Medicine, 7(3), 311-326.

Superman and Me Essay Example for Free

Superman and Me Essay Hopes can change a person’s ability to make choice. Society determines the role that every individual must adapt to according to age, gender, race and so on. In Sherman Alexie’s article, Superman and Me, he expressed his unsatisfied to discrimination of the society by showing his passion of obtaining knowledge from books. The author wanted the audience to understand his view of equality by telling his life story. He’s a Indian who grew up on the Spokane Indian Reservation in eastern Washington State to a middle-class family that consisted of a mother, father, older brother and three sisters. He organizes his essay in a chronological structure. His father was trying to make the family live better. He love his father and he love books. Alexie’s argument against the discriminative eyes of the population begins to become stronger to detect in the middle of his piece of writing. By reading the different kind of books, he learnt to think deeply and which made him smart and wise. He could totally understand what was happening around him which race and ethnicity can change views and victimize by labeling. He supposed to fail but he refused to. He recognizes that reading is non-discriminative. Everything contains words that can form ideas, sentences, opinions, and etc. It was a relief from understanding that words can be a source of pleasure and an escape from hatred. He determines that the love of literature had a purpose on his life, to try to save his life. He paints a picture of himself speaking to kids who remind him of the struggle to be Indian in the non-Indian environment. He points out the different peers of that class that strive for distinction or fade into the shadows that culture created for them. Finally, my conclusion to reading this piece of work is that now I will treat diversity in a new way. I will no longer judge due to differences. Yet, I still wonder, why did he reveal the fact that his father went to a Catholic school on purpose but not explain the purpose itself?

Development of Kindergarten Business

Development of Kindergarten Business 1. Introduction The investigation of the thesis proposal was set up in order to create a business plan with the help of clear and well-thought decisions based on the professional marketing research. The basic idea was open up a kindergarten with the specialty of focusing on the English teaching from the young ages and providing a children-focused environment where the children have higher chances to become more open-minded, creative, quicker learners and successful members of the society. The inquiry of the thesis was based on hypothesizes and the relationships of those issues among each other. Small business owners start up a company  without doing proper analyses, surveys and making a concrete plan. Inevitably, they soon find that they are out of money and  have no time or clear strategies how to market their business.The business plan is aimed at making preparation for setting up enterprise. It has a high importance that the business owners are well prepared, fully informed about the market environment, have a wide understanding of the industry and know they own firms goals with the assumption of their strengths, weaknesses, opportunities and threats as well that they are able to have the control of their companys position on the market among the other participants. The main requirement of a business plan is that all used information has to be based on real facts. Foggy and muddy data lead us toward dreaming what does not give any secure base of the idea and no any proper strategy can be formulated and implemented, so instead of the successful operation we can play more a gambling. This cannot be an objective of any serious entrepreneur. There are several makeup for a structu re of a plan but every firm has to focus on their specialties and highlight the differences that are unique in their business according to Pinson (2008, p.152). A well prepared, professional leadership philosophy is based on the feasibility of the business idea and provides extraordinary benefits to the company. The study of the research is based on hypothesizes and their relationships. These propositions constitute the basis for this examine. The first is about the financial background that families with income significantly above the average are interesting to find ambitious education and high standard circumstances for their children. The Hungarian Central Statistical Office published the average net monthly earnings of employees in the national economy of the year 2010 was 132,623 Ft. (http://portal.ksh.hu/pls/ksh/docs/eng/xstadat/xstadat_infra/e_qli018c.html) In the light of this information it can be assumed that families with one or two children where the parents monthly net income reaches the 200,000 Ft each want to consume this service. After understanding the benefits of the school this parents based on their wealth possibilities want to use the offered services. The second states that mothers with higher education what means a bachelor diploma and above are willing to use the most of the services of the SK. These women understand the profit of the diploma and would like to give the youngest members of their family better opportunities, as the children-centered education from the very beginning of their life, what provides those children faster and easier carrying capacities. These abilities what the children can learn in the kindergarten will base the future learning habits and help to reach the knowledge needed to get a diploma much easier as the other children with traditional way of teaching system from their early young ages. The third hypothesis says that mothers with the knowledge of minimum one foreign language want their offspring to start learning a foreign language already from their early young ages and the starting age should not be later then their three years of age. The importance of this statement based on the fact according to Kovà ¡cs and Szamarasz (2006, p.106) that children especially in their early young ages are more affiliated in connection of the second language learning and the period until the fourteenth year are the most effective in that field. As an assumption the basic idea what provided the construction of these hypothesizes was that families with income over the average are ready to separate a budget for taking this service. The explanation of why the further research objectives were focused on mothers abilities and skills is that they are the members of the families usually who are at home with their children in the younger age and they are searching for nursery schools at the first level. The fathers will be involved only after the first selecting level what is done mostly by the mothers. Aware of the information of the hypothesizes acceptation or even rejection the best possible business structure, target market, what means the most essential element of this market, can be chosen. Summarizing these specific information of choosing and researching these hypothesizes provides results what mean strong, real facts and serves as a basis of the business plan and implementing the strategies based on them, leads the school to reach a stabile and successful market present in the field of child education. This matter is important in the long-term planning of the company because by increasing the number of kindergartens and creating a possible franchise system in the future can substitute the state nursery schools. To the examination of these theory issues are several possibilities available what will be listed detailed and discussed in the topic of methodology. The frame structure of the report shows the form of a business plan included the investigation of the speculation with the result of it what provides the statement of the decision making, so that this company can entry the market successfully and reach effective market presence position by its profitable operating in the future. After introducing the kindergarten idea as a whole and the background of the business, a market analyses will be followed by a competition analyses and by a funding strategy. The next part of the exploration focuses on the market research what provides the answers of the above mentioned theorizes. The hypothesis testing gives the results weather the stated theories can be excepted or rejected. At the end process of the inquiry the consequence of the theory researches offer the construction availability of a successful marketing management with the help of a well-thought marketing strategy. In the conclusion the experiences will be summarized and judged by the available evidences, furthermore recommendations designated. 2. Methodology In this chapter several method possibilities will be introduced and presented. First of all the development of a business plan will be discussed. The basic line to follow declares the structure of the assessment. In case a company would like to enter the market all relevant issues has to be analyzed and clarified. The business idea in this particular project is about entering the kindergarten market. 2.1. Market analyses The most important step is to understand the market itself, the field of that market segment with all their advantages and disadvantages. This clear overview leads to be more involved into it and with that precise review the whole transparency is available and then the main direction can be determined. Market analyses gives explanation about the nature of the business. The examination of the historical background, the development of the nursery schools and among them the private kindergarten provides the first base of the assessment. The detailed business issues serve as starting point. 2.2. Competition analyses After understanding the business in what the kindergarten want to entry, a competition analyses follows. The market can be analyzed by internal and external factors as well. The micro environment is directly linked to the company; the macro environment has a direct impact on the firms life. There are several methods for the competition analyses what can be chosen for this assessment. 2.2.1. Porters five forces model There is the potential method to use as Porters five forces model (Porter, 1986, p. 541). It is a framework for industry analysis and business strategy development formed by Michael E. Porter and considers the attractiveness of the market in the industry sector. According to him the opportunities and the threats as external factors should take into consideration at formulating the organizations corporate strategy, furthermore by creating the competitive strategy, these issues should provide the basis and the clear understanding of them. He collected and defined the five issues what exist in every market. â€Å"As the world economy has been engulfed by strong international competition, Porter argued that strategy equates to how the firm competes against other firms in its business. Porter argued that strategy is not just a series of model at the corporate level of strategy. He noted that strategy includes analyzing potential entrants, suppliers, buyers, substitutes, and competitorsâ €  (Stahl, Grigsby, 1997, p. 145) The five forces what influences the industry in Porters theory model are the following: Existing competitive rivalry between suppliers Threat of new market entrants Bargaining power of buyers Power of suppliers Threat of substitute products including technology change Three of Porters five forces refer to competition from external sources. The remainder is internal threat. These forces are the parts of the micro environment. They consist of those forces close to a company that affect its ability to serve its customers and make a profit. 2.2.2. PEST analyses There is a framework of external factors available called PEST analysis. It covers the abbreviations as Political, Economic, Social, and Technological analysis used for macro-environmental factors. This method identifies the factors which influences most the company from outside. These factors play the major roles in the organizations long-term life and influence the long-term decision making, what the companies has to take into consideration. Recently two extra aspects has changed the sequence of the models key terms by adding ethics and demographic factors to this strategic tool provided the new terms STEEPLE and STEEPLED. (Curtis, Cobham, 2008, p. 54) STEER analysis considers the regulatory reasons as well. 2.2.3. SWOT analyses With the help of the SWOT analyses the companys environment can be analyzed by the different directives. According to Ferrel and Hartline (2008, p. 119), creating a correct SWOT offers a mechanism for development of the marketing plan. In case the analysis is not reliable and accurate, the time we have spent on is going to be only a waste. It shows the viability of a business on the market and introduces the main points of the company what it focuses on the most. It explains the important pillars of the firm and explores the disadvantages, so necessary tasks can be planned and done in the future to eliminate those problems. The SWOT is created for investors and banks as a part of a business plan that every participant has a clear overview about the business and the chances of return. Based on the fact that it shares information what provides perspectives, this analyses means a fusion of information from many areas. That information consists of four elements as strengths, weaknesses, opportunities and threats. The first two characteristics are internal and the lasts external factors of the corporation. Strengths: advantageous factors of the business over the other participants of the industry. Weaknesses: the firms disadvantages relative to the other competitors. Opportunities: external chances what provide better possibilities in the market field for the company. Threats: external issues what can afford difficulties for the business. During a well-focused SWOT analyses it is essential to look after every kind of competitors to have the benefits of it. The potency of this analysis lies in its simplicity and no trained skills are crucial what earns money for the firm. As a conclusion of the above mentioned analyses possibilities Porters five forces model will be utilized in this investigation based on the fact that it provides an extensive overview of the whole industry and a comprehensive solution for analyzing the competition situation on the market with the addition of introducing of identification of the direct, indirect competitors. 2.3. Funding The survey was analyzing the market situation, furthermore the system and functioning of the kindergarten business was understood in narrow aspect. It is very important to have a broad overview of the financial possibilities to create a successful participant on the market what represents more efficiency and ensure the organizations competent future by gaining significant profit. This chapter will observe and look after the potentials started from the local level because the goal is to support and strengthen the school, furthermore to get it well-known, popular among the local clients and investors to lead it into a beneficial market situation. The funding will continue with introducing of state provided support options and at last but not at least with European level of promises. A financial plan indicates a one year prediction what includes the summary of the costs started with the set-up cost, expenses of the equipments, and the payments of operating as the salaries. The other side of the forecast contains the sum of revenues and direct financial support of the investors, sponsors and the European Commission. All relevant aspects will be discussed in this section and a designated plan will be compiled for the companys finances. 2.4. Market Research There are several research methods available, but the plan needs to be focused on one or two methods that will yield the results we are seeking. 2.4.1. Quantitative qualitative data There are two ways to collect data for market research as quantitative and qualitative as for example deep interviews and questionnaires according to Chisnall. (2001, p.55) Quantitative data collection is statistical and uses mathematical analysis to measure the research findings. It can inform of significant differences in comparative data, as well as provide more simple analyses such as averages and satisfaction scores. Therefore quantitative data collection requires an adequate sample. It is suitable for deeper problem approach, works with small samples. Qualitative data collection, on the other hand, is used to identify key issues that a business may want to explore in-depth. Although qualitative methods such as focus group discussions dont actually measure the findings statistically but can be used to uncover issues which can be quantified and then measured through quantitative analysis. Therefore qualitative data collection is often used as a basis to design quantitative research. The qualitative research method provides objective results and represented in big samples. There are two generic classification of the information on which research designs depend as primary and secondary data. 2.4.2. Primary secondary data Primary data have to be collected for the first time by either one or a blend of observation, experimentation, questionnaires. Secondary data are existing information that may be useful for the purposes of specific surveys. This may be available internally or externally and has a disadvantage of being not fully useful or perfectly characterized to our case. These data can be collected from the government statistics, public libraries or online, offline market research sources. 2.4.3. Primary data collection methods Observation help to learn the behavior and this can lead for wider understanding of the participants of the market. Ethnography is observing customers using products in their natural environments. Mystery shopping is a form of participant observation. Experimentation is to compare the responses to several alternatives in the marketing mix and to evaluate this information as a guide to management in deciding the most effective method of marketing specific products. Survey research methods are very flexible and can be used for gathering information about consumer knowledge, attitudes, preferences and opinions. Methods of enquiry are the following: Surveys can be completed via face-to-face questionnaires the personal interviewing, mail and telephone or online. Interviews ask and probe respondents to gain detailed responses. Focus groups are moderating a discussion with users. Useful for capturing key concerns and messages. Product clinics and tests having users try products and give feedback There are two main types of question according to Chisnall (2001, p. 138): the open-end questions and the closed questions. Open-ended questions result free responses and are mostly used in the early phase of the study, what affects a general overview of the researched subject. It has the disadvantageous that the answers have to be recorded verbatim by the interviewers, so special training needed to handle this type of questions. The closed questions give limited response. It includes the simple alternative (yes/no) and the multi-choice questions, which has the unfavorable characteristic that it always â€Å"dont know† answers and it decreases the utility of the questionnaire. 2.4.4. Testing, data collecting, report, budget After choosing the method will be used for our survey the data collection will follow. The material should be tested in order to be able to create a relevant and reliable market research report in the future. The pilot work is necessary at the questionnaire scheming in order to receive valid results. Repetition is a useful and efficient tool in order to control the accuracy of the earlier responses. The choosing of the most useful method and the testing can reduce the market research costs and this plays an important role in the research budget planning. 2.4.5. Survey result In this chapter a report will cover the different subjects of the enquiry. Those information mean the base of the hypothesis testing of this appraisal, therefore all relevant data will be introduced and presented. 2.4.6. Findings and analyses This division concentrates on the effects of the survey outcomes what will be discussed. The above mentioned hypothesizes will be tested and as end results, they will be accepted or rejected. Based on the facts a better and safer marketing strategy can be created and implemented into the marketing management process. 2.4.7. Hypothesis testing The hypothesizes, what were laid down at the beginning of the inquiry will be analyzed by comparing them with the facts resulted by the market research, and declared to be false or true. 2.5. Marketing Management The Marketing Management Process consists of analyzing market opportunities, researching and selecting target markets, developing marketing strategies, planning marketing tactics; implementing and controlling the marketing effort. After researching and analyzing the market environment, the strategic management part of the marketing management process will follow. The STP marketing will be used for further analyses with the support of the 8 Ps marketing mix technique what is mostly applied for non-profit organizations. 2.5.1. Marketing Strategy The STP marketing is an important element in developing the marketing strategy and refers to the market segmentation strategy (Segmentation), target market selection (Targeting) and market positioning (Positioning). The main goal of this strategy is defining the facts that on which market the business should operate and what kind of technical solutions should be implemented. Segmentation divides and separates the market into distinctive groups with a focus on those likely to deliver the best return. In his review Dr. Fojtik said (2011) â€Å"Targeting is the process of evaluating segments and focusing marketing efforts on a country, region or group of prospects and customers that has significant potential to respond. It highlights the sector that can be reached most effectively, efficiently and profitably.† Positioning helps to become part of the customers mind by placing the company and the created brand efficient. 2.5.2. The 8P-s marketing mix technique The basic concept of the science of marketing is the 4P-s, or at some places 5 to 9P-s in a wider approach. According to Donovan and Henley (2010, p. 282) this method is very useful. â€Å"Perhaps one of the best known concepts in marketing is the 4Ps, apparently first described by McCarthy (1960). The 4Ps have endured because they provide the four fundamentals of marketing planning and management.† This is widely known as the marketing mix and even though it is relatively an old concept compared to all the modern marketing tools, it is still a very useful, easily applicable and therefore a popular way to market ones business. The name of the concept comes from the starting letter of its core components. The short form of the first one is Product, which is followed by Price, the next one is Place and the last one is Promotion in the basic part of the method. According to Crossley (2010) People relations, Partnerships, Policy changes and Paid marketing form the additional 4 soc ial elements of the 8P-s. This scheme was constructed basically for non-profit organizations but due to the reason the kindergarten is looking for investors, sponsors as a non-profit organization, this procedure can be applied into it. 2.6. Conclusion and recommendation At the end of the investigation a summary will follow with conclusion, recommendations but no new methods will be introduced in that section but judgment of the evidence will be presented. 3. Market analyses As the first step the most important is to analyze the market. After understanding and having a wide overview of the business, the main direction can be determined. 3.1. The historical background The historical background of the development the nursery schools will be inquired. The first kindergarten started in 1828 in Hungary by Terà ©z Brunszvik according to Mà ©szà ¡ros (1968, p. 248). Big number of children visited this institution and mostly the offspring of families in poor financial and social environments. The first reason to collect them was to teach them the rules of etiquette manners, moral and social values besides the general knowledge as mathematic, reading with the help of object lesson tools. The music and singing played a huge role because children can learn easier playfully and to develop the habit of body maintenance is the best way to choose the versification combined with singing. Those schools were operated and financed by members of wealthy, reach families who felt social responsibilities. The kindergarten system was part and the first cornerstone of the public education structure. They operations were regulated by the public education act. To be abl e to place the kindergarten business on the market it is a central question how big is the market. This business is not well covered and because of the rising demand of interest about the new age nursery schools there are a lot of possibilities to create a structure even to establish a franchise system in the future based on the rising stage of dynamism. 3.2. Legal environment 1993rd Act LXXIX. law regulates the public education in Hungary. â€Å"The act extends to the regulation of pre-primary education, school education and teaching, the college of education and learning, as well as on the related administrative and service activities, regardless of the structure and maintenance of the institution.† (http://www.complex.hu/jr/gen/hjegy_doc.cgi?docid=99300079.TV) It declares all aspects of the procedure and operation detailed. Every child has to attend the kindergarten at least one year long before the primary school age and after they 3rd age, but have the opportunity to enjoy the service the entire time during this period. The operation of the state schools is financed by the government but the in practice the parents has to add direct or indirect support on a monthly level if they would like to secure the acceptable environment for their children. 3.3. What is the kindergarten business? To be able to place the kindergarten business on the market it is a central question how big is the market. There are 44 kindergartens existing and operating in Pà ©cs included all private nursery schools according to the Pà ©cs city official portal. (http://hivatal.pecs.hu/oktatas/ovodak/) According to the regulation from 20 to 25 children can create a school group what means that the kindergarten have to operate closed to those number of occupancy what is a great disadvantage of the state nursery schools against the private schools and it leads the company into a better market situation because it wants to operate with less number of children. This new age nursery school business is not well covered and because of the rising demand of interest about them there are a lot of possibilities to create a successful business and even to establish a franchise system in the future, based on the rising stage of dynamism. The other main issue of the industry is that following the basic educ ational plan and habit, the institutions operating language is Hungarian and the level of foreign language teaching is very low and not focused. The importance of that topic will be explained in the subchapter of 3.4.2. 3.4. Sunshine Kindergarten The presentation the main structure of the nursery school provides a base in understanding the concept as a whole of the Sunshine Kindergarten (SK). The business idea this institution places of interest on foreign language and the importance of nature in the everyday life. The education system teaches the children every subject theoretical and does not pay attention of the well and easy practicability of the topic. In case learning would be part of our life from the early childhood, every issue could be cultivated easily and naturally as how to clean our teeth. The globalization plays a big role today and the world became very small. The education will be available in English and Hungarian languages. The well known English give an advantage for a better and easier prevailing around the Globe. The kindergarten will operate with small and closed group of children with max.15 people in one group educating by intellectual way (no TV) what focuses on environment and nature. The global warming and nature catastrophes warn us to change our life style and show children how important the natural world is and we need to take care of it. On the daily basis it will be two teachers permanently and the subsidiary personal on duty. 3.4.1. Vision Mission Statement The vision statement is that children are our future and they can really save the world. It is constructive to provide them the possibility for experiencing the basic steps of a healthy physical-psychical life what has more understanding on the importance that we are part of the nature and we have to learn how to live in symbiosis with it to achieve a happy and successful adulthood. The second part of the vision is that useful and efficient English language knowledge is feasible for everyone by implementing a correct tools and training ways. Mission Statement The vision can be realized by educate young children by a different way creating a strong basis to be open-minded, to live in symbiosis with the environment and be flexible. At this peer group do not exist yet developed habits, so it seems the easiest way to put into action this knowledge into peoples life without changing any personalities of them. With skilled kindergarten teachers and a well defined schooling program the vision is successful reachable. 3.4.2. Service The main service offered from the SK is the child supervision and training by a different way as usual in the state nursery schools. The quality of the service is always lower there due to the less environmental conditions as old buildings and high number of children put into one group. It is understandable that overloaded nursery schools are not able with every willing of the teachers to concentrate very well to every child personally. Every state institution needs financial support from the parents anyway due to the bad circumstances, so families in better financial situation can offer their children higher quality education from the very beginning. What else makes different this institution is the relationship to the nature and to the English language. Nowadays the environmental pollution plays a big role in our life. In case the inhabitants of the world do not change their mind considered pollution we all know the possible causes of this behavior. The basic idea is to school and show people already in their early childhood the importance of that fact. The best way to protect the environment is to create nature focused behavior to give the chance for adults to create more environmental friendly businesses in the future and think different simply. All offered food is ecological and organic, so all meals in the kindergarten should be prepared from fresh ingredients ordered from the organic food company. The physical training will be a part of the daily routine to get the children used to it. The second issue what need to be taken into consideration was the globalization. Due to this fact distances disappear and cultures come more close to each other. The basic problem is the communication what can be solved by knowing the most useful language what is the English based on the research of George Weber. â€Å"English is the most obvious example of a language on the way up. It has survived the fall of the British Empire without even slowing down, it has now gone beyond being the language of the worlds only remaining superpower (which in the long run would be a liability), becoming the first truly world-wide lingua franca. International English has become independent of any one English-speaking country, even the USA. From, a certain level upwards, in business, sport, politics, science and many other fields, knowledge of English has become not a matter of prestige but of necessity. Also: the level at which this occurs is moving ever downwards. In science and technology the grip of English is complete. With growing computer sophistication it is becoming easier to put even the most awkward languages and script on screen but that does not alter the big picture. The Chinese trader, scientist, manufacturer who wants to talk to his foreign contacts is not helped much by even the most carefu lly presented Chinese characters on his screen. He has to tell his non-Chinese customers in English.† (http://www.andaman.org/BOOK/reprints/weber/rep-weber.htm) The figure shows the significant difference of the most used and important languages. At this point we have to mention the weakness of the Hungarian school system. Subject and languages as well will be taught as an external data without any successful integration that knowledge into the students every day. Our belief is to teach a second language by a natural way from the early years can provide a big advantage by implementing that knowledge effectively in the practice in the everyday life. At this age group our expectations should not be high, the passive language skills will be developed and so a stabile basic for the future improvements. The business idea is b Development of Kindergarten Business Development of Kindergarten Business 1. Introduction The investigation of the thesis proposal was set up in order to create a business plan with the help of clear and well-thought decisions based on the professional marketing research. The basic idea was open up a kindergarten with the specialty of focusing on the English teaching from the young ages and providing a children-focused environment where the children have higher chances to become more open-minded, creative, quicker learners and successful members of the society. The inquiry of the thesis was based on hypothesizes and the relationships of those issues among each other. Small business owners start up a company  without doing proper analyses, surveys and making a concrete plan. Inevitably, they soon find that they are out of money and  have no time or clear strategies how to market their business.The business plan is aimed at making preparation for setting up enterprise. It has a high importance that the business owners are well prepared, fully informed about the market environment, have a wide understanding of the industry and know they own firms goals with the assumption of their strengths, weaknesses, opportunities and threats as well that they are able to have the control of their companys position on the market among the other participants. The main requirement of a business plan is that all used information has to be based on real facts. Foggy and muddy data lead us toward dreaming what does not give any secure base of the idea and no any proper strategy can be formulated and implemented, so instead of the successful operation we can play more a gambling. This cannot be an objective of any serious entrepreneur. There are several makeup for a structu re of a plan but every firm has to focus on their specialties and highlight the differences that are unique in their business according to Pinson (2008, p.152). A well prepared, professional leadership philosophy is based on the feasibility of the business idea and provides extraordinary benefits to the company. The study of the research is based on hypothesizes and their relationships. These propositions constitute the basis for this examine. The first is about the financial background that families with income significantly above the average are interesting to find ambitious education and high standard circumstances for their children. The Hungarian Central Statistical Office published the average net monthly earnings of employees in the national economy of the year 2010 was 132,623 Ft. (http://portal.ksh.hu/pls/ksh/docs/eng/xstadat/xstadat_infra/e_qli018c.html) In the light of this information it can be assumed that families with one or two children where the parents monthly net income reaches the 200,000 Ft each want to consume this service. After understanding the benefits of the school this parents based on their wealth possibilities want to use the offered services. The second states that mothers with higher education what means a bachelor diploma and above are willing to use the most of the services of the SK. These women understand the profit of the diploma and would like to give the youngest members of their family better opportunities, as the children-centered education from the very beginning of their life, what provides those children faster and easier carrying capacities. These abilities what the children can learn in the kindergarten will base the future learning habits and help to reach the knowledge needed to get a diploma much easier as the other children with traditional way of teaching system from their early young ages. The third hypothesis says that mothers with the knowledge of minimum one foreign language want their offspring to start learning a foreign language already from their early young ages and the starting age should not be later then their three years of age. The importance of this statement based on the fact according to Kovà ¡cs and Szamarasz (2006, p.106) that children especially in their early young ages are more affiliated in connection of the second language learning and the period until the fourteenth year are the most effective in that field. As an assumption the basic idea what provided the construction of these hypothesizes was that families with income over the average are ready to separate a budget for taking this service. The explanation of why the further research objectives were focused on mothers abilities and skills is that they are the members of the families usually who are at home with their children in the younger age and they are searching for nursery schools at the first level. The fathers will be involved only after the first selecting level what is done mostly by the mothers. Aware of the information of the hypothesizes acceptation or even rejection the best possible business structure, target market, what means the most essential element of this market, can be chosen. Summarizing these specific information of choosing and researching these hypothesizes provides results what mean strong, real facts and serves as a basis of the business plan and implementing the strategies based on them, leads the school to reach a stabile and successful market present in the field of child education. This matter is important in the long-term planning of the company because by increasing the number of kindergartens and creating a possible franchise system in the future can substitute the state nursery schools. To the examination of these theory issues are several possibilities available what will be listed detailed and discussed in the topic of methodology. The frame structure of the report shows the form of a business plan included the investigation of the speculation with the result of it what provides the statement of the decision making, so that this company can entry the market successfully and reach effective market presence position by its profitable operating in the future. After introducing the kindergarten idea as a whole and the background of the business, a market analyses will be followed by a competition analyses and by a funding strategy. The next part of the exploration focuses on the market research what provides the answers of the above mentioned theorizes. The hypothesis testing gives the results weather the stated theories can be excepted or rejected. At the end process of the inquiry the consequence of the theory researches offer the construction availability of a successful marketing management with the help of a well-thought marketing strategy. In the conclusion the experiences will be summarized and judged by the available evidences, furthermore recommendations designated. 2. Methodology In this chapter several method possibilities will be introduced and presented. First of all the development of a business plan will be discussed. The basic line to follow declares the structure of the assessment. In case a company would like to enter the market all relevant issues has to be analyzed and clarified. The business idea in this particular project is about entering the kindergarten market. 2.1. Market analyses The most important step is to understand the market itself, the field of that market segment with all their advantages and disadvantages. This clear overview leads to be more involved into it and with that precise review the whole transparency is available and then the main direction can be determined. Market analyses gives explanation about the nature of the business. The examination of the historical background, the development of the nursery schools and among them the private kindergarten provides the first base of the assessment. The detailed business issues serve as starting point. 2.2. Competition analyses After understanding the business in what the kindergarten want to entry, a competition analyses follows. The market can be analyzed by internal and external factors as well. The micro environment is directly linked to the company; the macro environment has a direct impact on the firms life. There are several methods for the competition analyses what can be chosen for this assessment. 2.2.1. Porters five forces model There is the potential method to use as Porters five forces model (Porter, 1986, p. 541). It is a framework for industry analysis and business strategy development formed by Michael E. Porter and considers the attractiveness of the market in the industry sector. According to him the opportunities and the threats as external factors should take into consideration at formulating the organizations corporate strategy, furthermore by creating the competitive strategy, these issues should provide the basis and the clear understanding of them. He collected and defined the five issues what exist in every market. â€Å"As the world economy has been engulfed by strong international competition, Porter argued that strategy equates to how the firm competes against other firms in its business. Porter argued that strategy is not just a series of model at the corporate level of strategy. He noted that strategy includes analyzing potential entrants, suppliers, buyers, substitutes, and competitorsâ €  (Stahl, Grigsby, 1997, p. 145) The five forces what influences the industry in Porters theory model are the following: Existing competitive rivalry between suppliers Threat of new market entrants Bargaining power of buyers Power of suppliers Threat of substitute products including technology change Three of Porters five forces refer to competition from external sources. The remainder is internal threat. These forces are the parts of the micro environment. They consist of those forces close to a company that affect its ability to serve its customers and make a profit. 2.2.2. PEST analyses There is a framework of external factors available called PEST analysis. It covers the abbreviations as Political, Economic, Social, and Technological analysis used for macro-environmental factors. This method identifies the factors which influences most the company from outside. These factors play the major roles in the organizations long-term life and influence the long-term decision making, what the companies has to take into consideration. Recently two extra aspects has changed the sequence of the models key terms by adding ethics and demographic factors to this strategic tool provided the new terms STEEPLE and STEEPLED. (Curtis, Cobham, 2008, p. 54) STEER analysis considers the regulatory reasons as well. 2.2.3. SWOT analyses With the help of the SWOT analyses the companys environment can be analyzed by the different directives. According to Ferrel and Hartline (2008, p. 119), creating a correct SWOT offers a mechanism for development of the marketing plan. In case the analysis is not reliable and accurate, the time we have spent on is going to be only a waste. It shows the viability of a business on the market and introduces the main points of the company what it focuses on the most. It explains the important pillars of the firm and explores the disadvantages, so necessary tasks can be planned and done in the future to eliminate those problems. The SWOT is created for investors and banks as a part of a business plan that every participant has a clear overview about the business and the chances of return. Based on the fact that it shares information what provides perspectives, this analyses means a fusion of information from many areas. That information consists of four elements as strengths, weaknesses, opportunities and threats. The first two characteristics are internal and the lasts external factors of the corporation. Strengths: advantageous factors of the business over the other participants of the industry. Weaknesses: the firms disadvantages relative to the other competitors. Opportunities: external chances what provide better possibilities in the market field for the company. Threats: external issues what can afford difficulties for the business. During a well-focused SWOT analyses it is essential to look after every kind of competitors to have the benefits of it. The potency of this analysis lies in its simplicity and no trained skills are crucial what earns money for the firm. As a conclusion of the above mentioned analyses possibilities Porters five forces model will be utilized in this investigation based on the fact that it provides an extensive overview of the whole industry and a comprehensive solution for analyzing the competition situation on the market with the addition of introducing of identification of the direct, indirect competitors. 2.3. Funding The survey was analyzing the market situation, furthermore the system and functioning of the kindergarten business was understood in narrow aspect. It is very important to have a broad overview of the financial possibilities to create a successful participant on the market what represents more efficiency and ensure the organizations competent future by gaining significant profit. This chapter will observe and look after the potentials started from the local level because the goal is to support and strengthen the school, furthermore to get it well-known, popular among the local clients and investors to lead it into a beneficial market situation. The funding will continue with introducing of state provided support options and at last but not at least with European level of promises. A financial plan indicates a one year prediction what includes the summary of the costs started with the set-up cost, expenses of the equipments, and the payments of operating as the salaries. The other side of the forecast contains the sum of revenues and direct financial support of the investors, sponsors and the European Commission. All relevant aspects will be discussed in this section and a designated plan will be compiled for the companys finances. 2.4. Market Research There are several research methods available, but the plan needs to be focused on one or two methods that will yield the results we are seeking. 2.4.1. Quantitative qualitative data There are two ways to collect data for market research as quantitative and qualitative as for example deep interviews and questionnaires according to Chisnall. (2001, p.55) Quantitative data collection is statistical and uses mathematical analysis to measure the research findings. It can inform of significant differences in comparative data, as well as provide more simple analyses such as averages and satisfaction scores. Therefore quantitative data collection requires an adequate sample. It is suitable for deeper problem approach, works with small samples. Qualitative data collection, on the other hand, is used to identify key issues that a business may want to explore in-depth. Although qualitative methods such as focus group discussions dont actually measure the findings statistically but can be used to uncover issues which can be quantified and then measured through quantitative analysis. Therefore qualitative data collection is often used as a basis to design quantitative research. The qualitative research method provides objective results and represented in big samples. There are two generic classification of the information on which research designs depend as primary and secondary data. 2.4.2. Primary secondary data Primary data have to be collected for the first time by either one or a blend of observation, experimentation, questionnaires. Secondary data are existing information that may be useful for the purposes of specific surveys. This may be available internally or externally and has a disadvantage of being not fully useful or perfectly characterized to our case. These data can be collected from the government statistics, public libraries or online, offline market research sources. 2.4.3. Primary data collection methods Observation help to learn the behavior and this can lead for wider understanding of the participants of the market. Ethnography is observing customers using products in their natural environments. Mystery shopping is a form of participant observation. Experimentation is to compare the responses to several alternatives in the marketing mix and to evaluate this information as a guide to management in deciding the most effective method of marketing specific products. Survey research methods are very flexible and can be used for gathering information about consumer knowledge, attitudes, preferences and opinions. Methods of enquiry are the following: Surveys can be completed via face-to-face questionnaires the personal interviewing, mail and telephone or online. Interviews ask and probe respondents to gain detailed responses. Focus groups are moderating a discussion with users. Useful for capturing key concerns and messages. Product clinics and tests having users try products and give feedback There are two main types of question according to Chisnall (2001, p. 138): the open-end questions and the closed questions. Open-ended questions result free responses and are mostly used in the early phase of the study, what affects a general overview of the researched subject. It has the disadvantageous that the answers have to be recorded verbatim by the interviewers, so special training needed to handle this type of questions. The closed questions give limited response. It includes the simple alternative (yes/no) and the multi-choice questions, which has the unfavorable characteristic that it always â€Å"dont know† answers and it decreases the utility of the questionnaire. 2.4.4. Testing, data collecting, report, budget After choosing the method will be used for our survey the data collection will follow. The material should be tested in order to be able to create a relevant and reliable market research report in the future. The pilot work is necessary at the questionnaire scheming in order to receive valid results. Repetition is a useful and efficient tool in order to control the accuracy of the earlier responses. The choosing of the most useful method and the testing can reduce the market research costs and this plays an important role in the research budget planning. 2.4.5. Survey result In this chapter a report will cover the different subjects of the enquiry. Those information mean the base of the hypothesis testing of this appraisal, therefore all relevant data will be introduced and presented. 2.4.6. Findings and analyses This division concentrates on the effects of the survey outcomes what will be discussed. The above mentioned hypothesizes will be tested and as end results, they will be accepted or rejected. Based on the facts a better and safer marketing strategy can be created and implemented into the marketing management process. 2.4.7. Hypothesis testing The hypothesizes, what were laid down at the beginning of the inquiry will be analyzed by comparing them with the facts resulted by the market research, and declared to be false or true. 2.5. Marketing Management The Marketing Management Process consists of analyzing market opportunities, researching and selecting target markets, developing marketing strategies, planning marketing tactics; implementing and controlling the marketing effort. After researching and analyzing the market environment, the strategic management part of the marketing management process will follow. The STP marketing will be used for further analyses with the support of the 8 Ps marketing mix technique what is mostly applied for non-profit organizations. 2.5.1. Marketing Strategy The STP marketing is an important element in developing the marketing strategy and refers to the market segmentation strategy (Segmentation), target market selection (Targeting) and market positioning (Positioning). The main goal of this strategy is defining the facts that on which market the business should operate and what kind of technical solutions should be implemented. Segmentation divides and separates the market into distinctive groups with a focus on those likely to deliver the best return. In his review Dr. Fojtik said (2011) â€Å"Targeting is the process of evaluating segments and focusing marketing efforts on a country, region or group of prospects and customers that has significant potential to respond. It highlights the sector that can be reached most effectively, efficiently and profitably.† Positioning helps to become part of the customers mind by placing the company and the created brand efficient. 2.5.2. The 8P-s marketing mix technique The basic concept of the science of marketing is the 4P-s, or at some places 5 to 9P-s in a wider approach. According to Donovan and Henley (2010, p. 282) this method is very useful. â€Å"Perhaps one of the best known concepts in marketing is the 4Ps, apparently first described by McCarthy (1960). The 4Ps have endured because they provide the four fundamentals of marketing planning and management.† This is widely known as the marketing mix and even though it is relatively an old concept compared to all the modern marketing tools, it is still a very useful, easily applicable and therefore a popular way to market ones business. The name of the concept comes from the starting letter of its core components. The short form of the first one is Product, which is followed by Price, the next one is Place and the last one is Promotion in the basic part of the method. According to Crossley (2010) People relations, Partnerships, Policy changes and Paid marketing form the additional 4 soc ial elements of the 8P-s. This scheme was constructed basically for non-profit organizations but due to the reason the kindergarten is looking for investors, sponsors as a non-profit organization, this procedure can be applied into it. 2.6. Conclusion and recommendation At the end of the investigation a summary will follow with conclusion, recommendations but no new methods will be introduced in that section but judgment of the evidence will be presented. 3. Market analyses As the first step the most important is to analyze the market. After understanding and having a wide overview of the business, the main direction can be determined. 3.1. The historical background The historical background of the development the nursery schools will be inquired. The first kindergarten started in 1828 in Hungary by Terà ©z Brunszvik according to Mà ©szà ¡ros (1968, p. 248). Big number of children visited this institution and mostly the offspring of families in poor financial and social environments. The first reason to collect them was to teach them the rules of etiquette manners, moral and social values besides the general knowledge as mathematic, reading with the help of object lesson tools. The music and singing played a huge role because children can learn easier playfully and to develop the habit of body maintenance is the best way to choose the versification combined with singing. Those schools were operated and financed by members of wealthy, reach families who felt social responsibilities. The kindergarten system was part and the first cornerstone of the public education structure. They operations were regulated by the public education act. To be abl e to place the kindergarten business on the market it is a central question how big is the market. This business is not well covered and because of the rising demand of interest about the new age nursery schools there are a lot of possibilities to create a structure even to establish a franchise system in the future based on the rising stage of dynamism. 3.2. Legal environment 1993rd Act LXXIX. law regulates the public education in Hungary. â€Å"The act extends to the regulation of pre-primary education, school education and teaching, the college of education and learning, as well as on the related administrative and service activities, regardless of the structure and maintenance of the institution.† (http://www.complex.hu/jr/gen/hjegy_doc.cgi?docid=99300079.TV) It declares all aspects of the procedure and operation detailed. Every child has to attend the kindergarten at least one year long before the primary school age and after they 3rd age, but have the opportunity to enjoy the service the entire time during this period. The operation of the state schools is financed by the government but the in practice the parents has to add direct or indirect support on a monthly level if they would like to secure the acceptable environment for their children. 3.3. What is the kindergarten business? To be able to place the kindergarten business on the market it is a central question how big is the market. There are 44 kindergartens existing and operating in Pà ©cs included all private nursery schools according to the Pà ©cs city official portal. (http://hivatal.pecs.hu/oktatas/ovodak/) According to the regulation from 20 to 25 children can create a school group what means that the kindergarten have to operate closed to those number of occupancy what is a great disadvantage of the state nursery schools against the private schools and it leads the company into a better market situation because it wants to operate with less number of children. This new age nursery school business is not well covered and because of the rising demand of interest about them there are a lot of possibilities to create a successful business and even to establish a franchise system in the future, based on the rising stage of dynamism. The other main issue of the industry is that following the basic educ ational plan and habit, the institutions operating language is Hungarian and the level of foreign language teaching is very low and not focused. The importance of that topic will be explained in the subchapter of 3.4.2. 3.4. Sunshine Kindergarten The presentation the main structure of the nursery school provides a base in understanding the concept as a whole of the Sunshine Kindergarten (SK). The business idea this institution places of interest on foreign language and the importance of nature in the everyday life. The education system teaches the children every subject theoretical and does not pay attention of the well and easy practicability of the topic. In case learning would be part of our life from the early childhood, every issue could be cultivated easily and naturally as how to clean our teeth. The globalization plays a big role today and the world became very small. The education will be available in English and Hungarian languages. The well known English give an advantage for a better and easier prevailing around the Globe. The kindergarten will operate with small and closed group of children with max.15 people in one group educating by intellectual way (no TV) what focuses on environment and nature. The global warming and nature catastrophes warn us to change our life style and show children how important the natural world is and we need to take care of it. On the daily basis it will be two teachers permanently and the subsidiary personal on duty. 3.4.1. Vision Mission Statement The vision statement is that children are our future and they can really save the world. It is constructive to provide them the possibility for experiencing the basic steps of a healthy physical-psychical life what has more understanding on the importance that we are part of the nature and we have to learn how to live in symbiosis with it to achieve a happy and successful adulthood. The second part of the vision is that useful and efficient English language knowledge is feasible for everyone by implementing a correct tools and training ways. Mission Statement The vision can be realized by educate young children by a different way creating a strong basis to be open-minded, to live in symbiosis with the environment and be flexible. At this peer group do not exist yet developed habits, so it seems the easiest way to put into action this knowledge into peoples life without changing any personalities of them. With skilled kindergarten teachers and a well defined schooling program the vision is successful reachable. 3.4.2. Service The main service offered from the SK is the child supervision and training by a different way as usual in the state nursery schools. The quality of the service is always lower there due to the less environmental conditions as old buildings and high number of children put into one group. It is understandable that overloaded nursery schools are not able with every willing of the teachers to concentrate very well to every child personally. Every state institution needs financial support from the parents anyway due to the bad circumstances, so families in better financial situation can offer their children higher quality education from the very beginning. What else makes different this institution is the relationship to the nature and to the English language. Nowadays the environmental pollution plays a big role in our life. In case the inhabitants of the world do not change their mind considered pollution we all know the possible causes of this behavior. The basic idea is to school and show people already in their early childhood the importance of that fact. The best way to protect the environment is to create nature focused behavior to give the chance for adults to create more environmental friendly businesses in the future and think different simply. All offered food is ecological and organic, so all meals in the kindergarten should be prepared from fresh ingredients ordered from the organic food company. The physical training will be a part of the daily routine to get the children used to it. The second issue what need to be taken into consideration was the globalization. Due to this fact distances disappear and cultures come more close to each other. The basic problem is the communication what can be solved by knowing the most useful language what is the English based on the research of George Weber. â€Å"English is the most obvious example of a language on the way up. It has survived the fall of the British Empire without even slowing down, it has now gone beyond being the language of the worlds only remaining superpower (which in the long run would be a liability), becoming the first truly world-wide lingua franca. International English has become independent of any one English-speaking country, even the USA. From, a certain level upwards, in business, sport, politics, science and many other fields, knowledge of English has become not a matter of prestige but of necessity. Also: the level at which this occurs is moving ever downwards. In science and technology the grip of English is complete. With growing computer sophistication it is becoming easier to put even the most awkward languages and script on screen but that does not alter the big picture. The Chinese trader, scientist, manufacturer who wants to talk to his foreign contacts is not helped much by even the most carefu lly presented Chinese characters on his screen. He has to tell his non-Chinese customers in English.† (http://www.andaman.org/BOOK/reprints/weber/rep-weber.htm) The figure shows the significant difference of the most used and important languages. At this point we have to mention the weakness of the Hungarian school system. Subject and languages as well will be taught as an external data without any successful integration that knowledge into the students every day. Our belief is to teach a second language by a natural way from the early years can provide a big advantage by implementing that knowledge effectively in the practice in the everyday life. At this age group our expectations should not be high, the passive language skills will be developed and so a stabile basic for the future improvements. The business idea is b