Why Eddie Van Halen is an Influential Musician Essay

There are certain musicians that come along that shift a culture, attitude, or future musicians. Another musician that went on influence future generations and considered one of the greatest guitar players in the world is Eddie Van Halen. Eddie Van Halen was born in Holland in 1955 and immigrated to Pasadena California. At the age of seven, Eddie was training as a classical pianist, although his love for Rock and Roll was developing. He started working a paper route and used the money to buy a drum set. His brother Alex, also musically inclined, bought a guitar. After months of practicing, Alex and Eddie switched instruments. Alex would spend hours on Eddies drums and loved to play them. Eddie, a little frustrated with the drums,†¦show more content†¦A little later, Eddie heard Michael Anthony on the bass and thought that he was perfect for their band. Still, something was missing; Alex thought they needed a front man. He suggested that they let David Lee Roth be the front m an, mainly to save the rent money on the PA system. David Lee came on board and thought the brother’s last name sounded cool, and the rock group Van Halen was born. On one particular show, Gene Simmons from Kiss caught Van Halen at the local gig. He offered to help them out. Gene Simmons flew Van Halen to New York to tape a demo and introduced them to the Kiss production management. They had no interest in Van Halen citing that there was no commercial value to Van Halen, so the band went back to their local gigs in California. During a show in Hollywood, Warner Brothers records representative Ted Templeman saw their act and signed them less than a week later for a record deal with the Warner brother’s label. They headed out on the road immediately and caught up with Warner Brothers headliners to open their shows. The other groups were not very pleased with the band, especially when Van Halen started getting better reviews. Van Halen was then off to England to open for another band that Eddie idolized, Black Sabbath. Ozzie was so impressed with the band that he admitted that Van Halen was outplaying Sabbath. At least that is what Ozzie said according to the Van Halen camp. Van Halen went on to record 26 albums in their career with

Essay on Eng 102 Short Story - 735 Words

Fiction Essay Thesis and Outline Instructions In Module/Week 3, you will write a 750-words (about 3–4-pages) essay that compares and contrasts two stories from the Fiction Unit. Before you begin writing the essay, carefully read the guidelines for developing your paper topic that are given below. Review the Fiction Essay Grading Rubric to see how your submission will be graded. Gather all of your information, plan the direction of your essay, and organize your ideas by developing a one-page thesis statement and outline for your essay. Format the thesis statement and the outline in a single Word document using MLA, APA, or Turabian style (whichever corresponds to your degree program). You have the opportunity to receive helpful†¦show more content†¦Ã¢â‚¬ ¢ What are the ways in which each major character experiences conflict (either with self, with other characters, or with the social and/or physical environment)? †¢ How are the conflicts resolved? Do the protagonists succeed in achieving their goals? †¢ Who receives your deepest sympathy and why? Characterization †¢ Who are the main characters in the stories? †¢ What are their outstanding qualities? Does the author give any indication as to how or why the character developed these qualities? †¢ What are the characters’ emotions, attitudes, and behaviors? What do these indicate to the reader about the character? †¢ Can the characters’ motivations be determined from the text? Setting †¢ Where and when do the stories take place? (Remember to include such details as geographic location, time of year, time period, if the setting is rural or urban, etc.) †¢ Do the settings make the stories believable or credible? How does setting impact the plot of the story, and how would the plot be affected if the story took place in another setting? †¢ Are the characters influenced by their setting? How might they behave if they were in a different setting? †¢ What atmosphere or mood does the setting create? (For example, darkness may create a mood of fear or unhappiness, while light or bright colors may create one of happiness.) †¢ Is the setting or any aspect of it a symbol or does the setting express particularShow MoreRelatedFiction Analysis of aP and the Lesson Essay examples1168 Words   |  5 PagesThe theme of desire has been portrayed in many novels and stories. Perhaps the most well-known depiction of desire can be found in the Bible. In the Book of Genesis, a snake tempts Adam and Eve to eat the forbidden fruit of the Tree of Knowledge after he convinces them that they will gain God’s knowledge of good and evil and be protected from death. Despite God’s word to not eat of the fruit, Adam and Eve did so anyway. 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The Wholefoods Company Free Essays

At the wholefoods company most entry level employees make $10. 86 on average. This averages out to about 21,000 a year. We will write a custom essay sample on The Wholefoods Company or any similar topic only for you Order Now This may not seem to be a very comparable pay scale, but their benefits out ways the pay. With a very extensive benefits package wholefoods has effectively been able to entice workers to be a part of the company. The company offers medical, dental, 401k, personal wellness account, health care reimbursement, dependent care reimbursement, life insurance, disability insurance, team member stock option plan, team member stock purchase plan, team member discounts, team member emergency sharing account, and gain sharing. Having all of these benefits outweighs the pay scale for most employees. They give good raises when promoting in the company as well. Most raise within the company are close to 1. 5%. The goal of employees in wholefoods would be to work their way up the chain of command to make more money. Store team leads within this company on average make $60, 171 a year. There are many other team lead positions within the organization that all pay close to $14 an hour. Being that there is a team lead position for each department of whole foods there is room for improvement and growth within the company. Wholefoods can turn into a career for any hard working employee. One purposed change that the company could make to their pay structure to increase their marketability to the workforce could to be to increase the raise percentage from 1. 5% annually to 3% annually depending upon productivity. Make the raise structure be based of productivity the more productive employees will earn 3% rises whereas the non-productive employees only get 1%. This change can also prove beneficial to the company as a motivation tool. (Whole foods market, pay scale and benefits ,2013) How to cite The Wholefoods Company, Essays

Diversity Dimension In Australia Samples †MyAssignmenthelp.com

Question: Discuss about the Diversity Dimension In Australia. Answer: Diversity Diversity is defined as a different group within a society. It is the variety differences that exist in a group of people in a particular location. Diversity refers to difference in race, ethnicity, age, cognitive style, education, background, gender, and personality. People from different diverse group have different cultures, perspectives, religion, language, and beliefs. Therefore, diversity refers to dimensions of human life that exist (Amaram, 2011). Diversity dimension in Australian Optical dispensing workplace Race: This dimension refers to grouping individual in terms of shared physical trains, genetics, or shared ancestors. They include skin color, language, and hair texture. People in the same race have shared norms and practices that are different from the other race (Darden, 2012). Australia has mixed race population that includes indigenous aboriginals, British settlers, Asian immigrates and migrants from all parts of the world. Gender: This dimension of diversity refers to sexually of an individual. People are either male or female. The workplace can either be diverse with both gender or dominated by one gender. Laws covering working with diverse people The following are laws that cover diverse workplaces; Age Discrimination Act of 2004 Disability Discrimination Act 1992 Australia Human Rights Commission Act of 1986 Racial Discrimination Act 1975 Fair work Act 2009 Workplace Gender Equality Act of 2012 Sex Discrimination Act of 1984 The Workplace Gender Equality Act 2012 The following Act governs gender equality in the workplace. The act ensures that there is no discrimination on basis of gender. It ensure that there is equal pay, equal participation of all genders especially women in an organization workforce and there is access of occupation in the organization regardless of gender. The Workplace Gender Equality Act of 2012 affects optical dispensing workplace in the following ways; First it require an annual report on gender equality and inclusion in the workplace that has to be submitted through the Workplace Gender Equality Agency. Secondly, the WGE Act 2012 affects the composition of the workforce in an optical dispensing workplace. The recruitment or promotion of employees in the organization to any position has to be offered equitability regardless of the gender. Therefore, the WGE Act of 2012 affects how the owner or managers of an optical dispensing company has to hire, promote, treat, and compensate employees in the workplace. Human right Human right refers to rights and freedom inherent to a human being. Every human being has a right regardless of their sex, nationality, ethnic origin, language, color, background or other status that an individual can have. Human rights are protected by the government through enactments of laws. Each persons right should be protected to avoid being discriminated or exploited. Human rights are based on dignity, equality, independence, respect, and fairness (Darden, 2012). Therefore human rights help one to express his/her opinion and not be mistreated to unjust punishment by a state. Discrimination Discrimination can be defined as unjust treatment of people who are of different categories. It is a prejudice against a group of people on basis of race, sex, ethnicity, or age. Discrimination can also be defined as making distinction or consideration in favor or against an individual on basis of a group or category that one belongs in (Gates, Mark, 2012). Discrimination can be based on actual or perceived grouping of a person. In Australia, discrimination is defined as treating or threatening to treat an individual unfavorably because of individual characteristics that have been protected by law. Bullying is include as discrimination because it protected by Law in Australia (Santana, 2017). Discrimination can be based on age, disability, race, political belief, or physical features. Marginalized groups Marginalized groups refer to a group of people that is excluded from the mainstream population. Marginalized group face disadvantage either economically, socially, politically or culturally. A Marginalized group means a different group within a society that is disadvantaged at the expense of the other group. Marginalized people are denied their opportunities, resources, and various rights that are available to other members in the same society. This blocks the marginalized group from fundamental human rights and social integration in a society. Marginalization can be in form of employment, civil engagement, health care, democratic participation, or housing. Marginalization leads to people being excluded from participating in economic, political, and social life in the country that they live (Bond Haynes, 2014). Marginalized groups in Australia The three most marginalized groups in Australia are homosexuals, indigenous communities and refugees and immigrants. Homosexuality group are people who are attracted to same gender. This can be male-male or female-female relationship that ends up as marriages. This group of people has continuously stood for their right to be in relationships with who they want. Though their rights have recently been enshrined in the Countrys laws, the group continues to face marginalization in public place or workplaces (Carter, 2017). The homosexually marriages are not widely accepted by the larger society especially the religious groups. Homosexual group is marginalized in the following ways; first, they are not given equal opportunities in their workplaces. They are perceived abnormal by the society that denies then equal opportunities as compared by others individuals is the society who are heterosexual. Secondly, they are isolated and get little support from the society. Homosexual groups are isolated from the main society and they are perceived not have a bad influence that lead to the social exclusion. Homos exual group also lacks support socially or politically to have their rights fully observed. Therefore homosexual group in Australia face social stigmatization that amount to marginalization. Indigenous communities: This group refers to the indigenous groups that existed in Australia. These include Aboriginals and Torres. These groups of people are marginalized in terms of poor health, and financial hardships. The indigenous communities lack access to good health facilities, and are unable to afford expensive treatment in private hospital thereby relying in public health. The indigenous communities are also face financial hardships. These groups lack stable income and have little and sometimes no wealth. This lead to reliance on government support income. This lead to indigenous group living a life below their potential compared to the rest of the society that has wealth, educated and has access to good health care (Mapedzahama et al., 2012). Refugees: This refers to a group of people who run from their countrys to seek refuge in Australia. This group of people is the most marginalized in Australia. First, they experience social stigmatization. They are viewed as threat to the countrys security that leads to stigmatization. Secondly, they have poor health care as a result of inability to access the Australian health care. Thirdly, they face social isolation. They have few social contacts with the rest of the society, get little social support, and have poor quality relationship with the mainstream society. Health impacts of discrimination and marginalization Discrimination and marginalization have severe health impact to the respective group. People who are discriminated or marginalized develop health problems that are either physical or psychological. Physical unwell refers to damages caused on the physical features as a result of discrimination or marginalization. Psychological or mental unwell is as a result of continuous discrimination or marginalization (Tomey, 2009). The following are the main impacts of discrimination and marginalization groups on their health; Depression: Depression is a mood disorder that occurs to a person as a result of prolonged anxiety or stress. Marginalized and discriminated groups are isolated, stigmatized and lack health care that lead to stress and anxiety. Adverse health behaviors: This refers to incautious and unmindful behaviors of an individual to ones health. Marginalized and discriminated individuals become violent, injury themselves and others and in other case commit suicide (Moceri, 2012). When these individuals are prescribed to a medication, they do not take it serious. Individuals experiences this condition does not take care of their eating habits and this result to malnutrition or obesity. Marginalization and discrimination isolates people, deny them social support, access to quality health care and stigmatization that result to loss of self worth, hope and importance in the society. Reflection on My workplace My workplace is characterized with strict adherence to both national and company policies and laws. However, there are several dimensions of diversity and a marginalized group that exist. People in my work place generally appreciate diversity. Diversity is viewed as strength and the management advocate for equality when working in teams. People dont complain about a promotion or recruitment on basis on gender rather on merits. On the issue of marginalization, the homosexual group is viewed as abnormality or disability that we have to tolerate and respect. Discrimination on bases of diversity is highly intolerable and all employees feel entitled to adhere with the conducts stipulated in the company policies and national Acts. References Australian Human Rights Commission | everyone, everywhere, everyday. (2017). Humanrights.gov.au. Retrieved 13 September 2017, from https://www.humanrights.gov.au/ Amaram, D. (2011). Cultural Diversity: Implications For Workplace Management. Journal Of Diversity Management (JDM), 2(4), 1. https://dx.doi.org/10.19030/jdm.v2i4.5017 Bond, M., Haynes, M. (2014). Workplace Diversity: A Social-Ecological Framework and Policy Implications. Social Issues And Policy Review, 8(1), 167-201. https://dx.doi.org/10.1111/sipr.12005 Carter, E. (2017). Workforce Diversity -- A Journey Through Inclusion and Diversity in the Workplace. Journal - American Water Works Association, 109, 14-16. https://dx.doi.org/10.5942/jawwa.2017.109.0007 Darden, D. (2012). Diversity in the Workplace. SSRN Electronic Journal. https://dx.doi.org/10.2139/ssrn.2126829 Gates, M. G., Mark, B. A. (2012). Demographic diversity, value congruence, and workplace outcomes in acute care. Research in nursing health, 35(3), 265-276. Mapedzahama, V., Rudge, T., West, S., Perron, A. (2012). Black nurse in white space? Rethinking the in/visibility of race within the Australian nursing workplace. Nursing inquiry, 19(2), 153-164. Moceri, J. T. (2012). Bias in the nursing workplace: Implications for Latino (a) nurses. Journal of cultural diversity, 19(3), 94. Tomey, A. M. (2009). Nursing management and leadership. Elsevier, Missouri. Santana, S. (2017). Discrimination. Humanrightscommission.vic.gov.au. Retrieved 13 September 2017, from https://www.humanrightscommission.vic.gov.au/discrimination

Name Sydney Reid Essays (830 words) - Education,

Name: Sydney Reid College ID: 0591992 Thomas Edison State University General AOJ-101 Section no.: Writing Assignment #1 Semester and year: May 2017 The U.S. Department of Justice's Office of Justice Programs' Bureau of Justice Statistics issued the results of a special survey administered to a nationally representative sample of agencies that participated in the 2008 Census of State and Local Law Enforcement Agencies. Approximately 3,000 general purpose agencies were sampled, including all agencies employing 100 or more full-time sworn officers and a systematic random sample of smaller agencies. The report shows that there were only 36% of the agencies who targeted applicants with previous law enforcement experience and a much smaller percentage of the agencies focused on a more diverse recruitment approach and were able to hire 17% military veterans, 16% multilingual, and 14% 4-year college graduates. The efforts are not enough to ensure a more diverse hiring procedure and there can be various creative strategies that can be implemented to promote diversity in the local police workforce. In an Executive Session Paper on Increasing Diversity in Police Departments (Kasdan, 2006), Kasdan suggests the following creative strategies to help in the recruitment and retention of a diverse police department workforce: Partnership and collaborations, outreach/community programs, reform the hiring process and long-term efforts in recruitment. 1. Partnership and Collaborations. Every community has some kind of workforce development agency that facilitates training programs to help provide employment to their citizens. The police force can partner with these agencies, provide training and help applicants pass the physical abilities and other tests. The police department can also partner with student researchers to learn more about how they can recruit and retain minority police officers. Launching a new recruitment campaign to focus on attracting women and minority candidates for police jobs is also an effective way of increasing diversity in the workforce. 2. Outreach/Community Programs. Police officers can conduct out-of-town recruitment in accordance to demographics analysis reports that show which areas they can find more potential recruits. In Atlanta, there has been a targeted recruitment of the Latino community by advertising the vacancies in Spanish newspapers, job fairs and through posters and flyers. 3. Reform the Hiring Process. One way to change or improve the hiring process is to conduct a case by case review of driving violations or other requirements that disqualify potential police officer applicants but may not be necessary in the job recruitment process. The police department can also evaluate its performance requirements and change them to encourage minority applicants or to remove those requirements that disproportionately affect them. 4. Long-term Efforts in Recruitment. The police department can conduct youth outreach programs to offer summer employment to minority high school students. This will also be a way of training them into police force in the future. They can also implement programs that provide athletic activities for youth from families and communities with low income or different race.Creative campaign, aggressive advertising, community involvement, partnership and collaboration -- they can greatly improve diversity in the recruitment and retention of local police officers.Furthermore, to assess if a police department is doing its best to promote diversity, they can consider answering the following: Recruit people from outside of the state as different demographics and job markets promote diversity of applicants Evaluate the factors affecting the failure of minority and female applicants to successfully get the job. Compare and evaluate the state's standards for psychometric exams or other requirements with other states and there may be standards higher in your state than in theirs. Implement a long-term strategy to help minority get the job by mentoring them while they are young and eventually encourage them to become a part of the police department. Fix negative perceptions that the minority thinks of the way recruitment is being conducted through proactive policing system that allows the police offers to build relationships with them in the field. Go out to find the applicants and start encouraging them while they are still young. Encourage them to train every summer so that it won't be difficult to successfully pass the actual training when they are in the right age. Provid e mentors to minority officers and emphasize a culture of supportive collaboration within the team members. Minority police

Summary of the first confession Essays

Summary of the first confession Essays Summary of the first confession Essay Summary of the first confession Essay Essay Topic: Confessions Name: Instructor: Course: Date: Summary of the first confession The First Confession is a short story that talks about the experiences of a young boy, his family and the different events that shape his environment. The story begins with Jackie’s grandmother moving in to live with them at their home. The arrival of their grandmother is welcomed differently by the family members. While his mother was skeptical of her arrival, his father and sister, Nora was particularly fond and supportive of the old woman’s arrival. Jackie, on the other hand, did not like his grandmother’s attitude and behavior. She had a peculiar habit of going about life as if she was still in the countryside that included her unusual diet of potatoes and porter. Jackie was particularly averse to her cooking that landed him in trouble with his father. One event that made Jackie very apprehensive was the confession and communion. It was his first time, therefore; he was rather taken aback by Ryan, the old woman who administered the confessions. Ryan was almost as old as his grandmother was and had a great liking for preparing children for confession by dishing out stories about hell. Some of Ryan’s stories included one that involved a priest who was visited in his sleep by a man who did not confess all his sins. The man was regretfully asking the priest for another chance before he was suddenly sucked into hell before he could do so. Mrs. Ryan also gave the children daunting tasks such as displaying the intensity of the fire in hell by daring the children to hold their fingers over a candle flame. Mrs. Ryan also had a conscience exercise where she subjected all the children to the best ways of examining their inner selves. After this exercise, Jackie felt extremely guilty about all the things she had done to her grandmother. As much as these tactics were horrifying, they were also efficient in changing the children’s attitudes towards being truthful in the confessions. Jackie, therefore, tried to evade confession but Mrs. Ryan was particularly keen on all the children attending it so she sent for Jackie along with all the other children. On the way to the church, Nora tormented and criticized her for her bad behavior. Nora went in for confession before Jackie and soon enough came out in a pretentious holy pose. When it was Jackie’s turn, he entered the confession box and immediately became very confused. Jackie made a mistake and climbed on the shelf above the conversation window. When the priest slid back the window, he caught sight of Jackie dropping from the shelf that made him burst in a fit of angry questions over what Jackie was doing on the shelf. The question startled Jackie, and he fell flat on the church aisle outside the box. Nora then rushed and hit him in full view of the priest and the other church members. The priest stopped Nora from spanking Jackie and sent her away. The priest then told Jackie to wait for the other members to finish their confessions, as it was his first time that made him somewhat happier. Soon enough the priest called Jackie into confession. Jackie started on the issue of his grandmother whom he described as awful and evil. Jackie told the priest how his grandmother had favored his sister over him and how his father sided with the old woman. Jackie also revealed his plot to kill his grandmother and cut her into little pieces, as well as trying to kill his sister Nora by stabbing her with a bread knife. These confessions of murder surprised the priest especially because they were emanating from a very young boy. The priest, after hearing Jackie’s confessions, informed him of his wrongdoing and that if he did those wrong things, he would end up being hanged by the state. After ten minutes, they both left the confession box and walked up to the churchyard where the priest gave Jackie a couple of Bullseyes on which to suck. Nora immediately inquired what Jackie had not confessed to the priest. Jackie replied that he had said everything that he had though of doing o r had done. Jackie then told her than he had only been given three Hail Marys that irked Nora even more. In the end, even Nora regretted trying to pretend she was very well behaved and good.

Required reaction paper combining two related internet stories Essay

Required reaction paper combining two related internet stories - Essay Example The news article presented many important highlights in history that all students must realize. First, Jews were very powerful economically and politically, they can be considered shakers of society. Second, Germans tried to be on a defensive stance during pre World War I because they were greatly suffering from a hyperinflation. The news report about Judea’s declaration of war on Germany emphasized one thing – that for many years, the Jews were already collaborating with one another to drive Jews in Germany back to Israel. Freedman’s speech about the Jews collaboration sent shivers to my spine because it seems that I missed out a very important fact about history. Judea’s declaration of war on Germany is not to be taken lightly as a simple event. Historians and political analysts should prevent such things from happening again because countries that retaliate can be uncontrollable. With the recent events happening in the Middle East today, world leaders s hould carefully plan their action because the last thing we need is another World War. The second document that I read was Freedman’s speech about the Jews role in two World Wars. It was shocking to hear the transcripts of his speech because people often think of the Jews as the underdog. Freedman’s speech revealed that Jews controlled almost any sector in society- banking, communications, media among many others.

Online learning of Arabic language Essay Example | Topics and Well Written Essays - 3000 words

Online learning of Arabic language - Essay Example A review of relevant literature related to the problem area to identify various tools and methods that were used follows. This equips the developer with various methodologies to choose from for use in the project. A methodologies section follows suit to explain how waterfall methodologies is instrumental to the realisation of the project goals. At the end of this report, useful recommendations from the whole research are made to ensure smooth creation of the project. ... This has amplified the demand for people to learn and know other languages that they never knew from the start. In the past years, there has been an increase in the number of individuals engrossed in the knowledge of Arabic language. This can be pointed towards the increased trade between the western world and the Middle East. Many English speaking populace would like to know Arabic and communicate with the people from the Middle East effectively (Gleick, 1992). This is a project report absorbed on the online language learning project that I would like to create. I would like to build an online language learning website that would provide various English users with the essential tools for learning Arabic. However to start this project, a lot of literature on the issue is necessary to ensure that there is a correct understanding of the subject area. To start the project, it is necessary to follow all the steps in the system development life cycle. First of all, it was necessary to fir st start with the requirements analysis. During the analysis stage, several online language learning websites were used to know the user requirements necessary for the completion of the project. Searching for related literature to the subject was done through the use of Google search engine. The search was a success and yielded many literature related to the subject. However, only 10 of the literature which comprised mainly of peer reviewed articles were used. The articles were chosen based on their relevance to the topic of discussion and how effective they were to the realisation of the final project. To know the best methodologies to use in the report, it was necessary to look at all the methodologies that were available for use and choose the most

My Writing Improvements, Challenges, and Goals Essay - 1

My Writing Improvements, Challenges, and Goals - Essay Example I avoid repetition and redundancy. I avoid using high faluting words, but rather I use words that are simple and can easily be understood. I face several challenges in my writing. A challenge that I have to deal with is my failure to follow a specific format. I am quite confused with the APA, MLA and Harvard style. A specific problem which I encounter with regards to the different styles is the format of the in-text citations and the references. I also think that I should expand my vocabulary so as not to repeat words in a single article that I write. Another shortcoming that I have to tackle is my need to be more concise in my writing style and refrain from being overly wordy in my prose. I still find summarizing an article a challenge. I realize that I just end up copying most of the sentences in the piece that I have to summarize instead of paraphrasing them. I intend to improve my writing skills because I know that it is essential in communicating my thoughts, ideas and feelings. If I want to excel in my academic and professional life, I should try to enhance my writing prowess. I plan to read more prose and poetry, not to copy their style but to widen my knowledge on the various styles of writing. Doing so will also expand my vocabulary. Re-reading and editing my work more than twice will surely help me not to commit grammatical and spelling errors. Moreover, if I re-read my work, the sentence constructions will also be checked. I am determined to perfect my work by requesting other people to read it and asking their opinions on how I can further improve on it. One important step that I can do to improve my writing is to determine who will be the readers of my work. The profile of my readers will help me choose my paper’s tone, the words I will use and the ideas I am going to present. Furthermore, before I even start to write, I have to identify the idea I want to convey to my readers. Having a thesis statement will keep me focused on

Tata Consultancy Services SWOT and PESTEL Analysis

Tata Consultancy Services SWOT and PESTEL Analysis Tata Consultancy Service (TCS) is the worlds leading global Information Technology consulting firm and business outsourcing organization that envisaged and forged the espousal of the flexible global business practices, which nowadays facilitate organizations to manoeuvre more professionally and construct more value. The IT industry was not has it is now when TCS started in the year 1968. TCS was started as the Tata Computer Centre a dissection of the Tata group whose chief business was to offer computer services to other concerns. TCS marked a tremendous growth with marking its presence in 34 countries across 6 continents, with a absolute range of services across diverse industrial fields. TCS ranked in top ten in the fortunes rank list for the year 2009. The concern shaped consolidated income of US $5.7 billion for economic year ended 31 March 2009 and is listed on the Bombay Stock Exchange and National Stock Exchange in India. TCS expanded into China, Hungary, Brazil, and Mexico in order to incarcerate the opportunities in financial services and services like Remote Infrastructure management and BPO in those countries, TCS always offered a unique manner to its global customers by positioning its brand in the worldwide market. The zenith of all these lead to the concerns contributions of TM Global Network Delivery Model(GNDM) across Europe, China, India, US and Latin America as well as incorporated full overhaul offerings, all backed by the promise of certainty of experience for customers. By 2007, the value enunciation of Experience certainty was officially initiated, acknowledged and authenticated by global customers. As the Indian financial system sustained to grow in the new century, the necessity for technology to constrain comprehensive augmentation became part of national schema. TCS, which had been spending additional, time in domestic IT from the time when its commencement was well located to assist the National Government at the central and state level, in its inventive proposals. TCS, by its own initiative shaped a digitized delivery system. In a manifestation of the companys ground-breaking spirit and with an aspiration to extend the benefits of the IT upraise across the country. TCS aptitude to convey high-quality overhauls and resolutions are matchless. It is the worlds first organization to accomplished an enterprise-wide Maturity Level 5 on both P-CMM and CMMI, using the most meticulous assessment methodology SCAMPISM. TCS Integrated Quality Management System integrates process, populace and technology maturity through various ascertained frameworks and traditions including ISO 9001 :2000, IEEE and SW-CMM, CMMI, 6-Sigma and P-CMM. For maximum flexibility, speediness, and competence, a vigorous IT strategy is essential. TCS contribution facilitates companies to construct the most of their IT investments from providing system testing solutions, application development, management services, and integration solutions. COMPANY BACKGROUND: TCS has the wide spread economical boundaries around 36 countries with seven physical centres of operations around the world. TCS was founded by Tata group which was established by jamstji Tata in 1868 an oldest and respected group of companies in India. The First chairman was Jahangir Ratanji Dadabhoy followed by Nani Palkhivala. The first general manager was F.C. Kohli. TCS first assigned to offer punch card services to a sister corporation, Tata Steel (TISCO). It later bagged the nations first domestic software project, the Inter-Branch Reconciliation System (IBRS) for the Central Bank of India. It has also provided bureau services to Unit Trust of India; as a result TCS became one of the first companies to offer BPO services. In the early 1970s; Tata Consultancy Services in full swing exporting its services. TCSs inaugural global order came from Burroughs, one of the first business computer manufacturers. TCS was assigned to write code for the Burroughs machines for numerous US-based clients. This knowledge helped TCS to bag its first onsite project the Institutional Group Information Company (IGIC), a data hub for ten banks, which served to two million clients in the US, TCS was assigned to assert and upgrade its computer systems. TCS holds the credit to set off the first software research and development centre, the Tata Research Development a nd Design Centre (TRDDC) in 1981and in 1985 the first client committed offshore development centre was established for Compaq. Early 90s was golden era for the Indian IT industry; they grew tremendously due to the Y2K virus and the introduction of Euro. TCS lead the way for industrial unit replica for Y2K conversion and built-up software tools which undertook the automatic conversion process and facilitated third-party developers and customers to use. In 1999, TCS fortified the opportunities in outsourcing the E-Commerce and the connected solutions and set up its E-Business division with ten people. In 2004 it illustrated a vigorous development of contributing half a billion US dollars to TCSs total revenue. In the year 2004, TCS was ranked under public sector, though much later than its competitors such as Infosys, Satyam and Wipro. TCS entered into a brand new area of IT services (Bioinformatics). The next two years that followed TCS aced a huge growth in progress both nationally and internationally. TCS assists some of the worlds major MNCs to take up the accurate technology-enabled solution that helps them: Optimize business recital Decrease product progress time Get better product differentiation Smooth the progress of arrangement of business with technology Join their extensive supply chains Offer real-time business handy Lesser functioning costs. Tata Consultancy Service Profile: Type: Public BSE: 532540 Founded: 1968 Headquarters: TCS House, Rave line Street, Fort, Mumbai 400 001 India Key people: Ratan Tata, (Chairman of the Board, Tata  Group) S Ramadorai, (CEO and Managing  Director) Jobhi Mahalingam, (Executive Director  and CFO) N Chandra, (Executive Director, COO, CEO   MD Designate) Phiroz Vandrewala,(Executive Director  and Head, Global Corporate Affairs) Ajoy Mukherjee, (Vice President and  Head, Global Human Resources) K Anantha Krishnan, (Vice President and  Chief Technology Officer) Services: Information Technology Consulting, IT Services, Outsourcing, BPO, Software Products Products: TCS Bancs, Digital Certification Products, Healthcare Management Systems. Revenue: US$ 6.019 billion (in FY 2009-10) Net income: US$ 1.128 billion (in FY 2009-10) Employees: 150,000 (As on 1 April, 2010) Website: http://www.tcs.com FINANCIAL POSE: TCS financially persists to demonstrate the steady stand in the top position of Indian IT firms. As the IT outsourcing market records more rapid growth pace, TCS expressed a steady growth rate in 2008-09, whose consolidated revenue grew by 23% to 27% which helped TCS to cross the $6 billion revenue milestone. TCS operating margins improved to 23.73% by 109 basis points. TCS have also increased its dividend share to Rs.14 in the last financial year. The TCS directors have also recommended an issue of bonus shares in 1:1 ratio and it was the second bonus issue since 2004. TCS completely focused in helping their customers relationship with them simultaneously adding fresh customers and penetrating in novel market segments and emerging verticals which made them to add 163 new customers internationally in the past year. TCSs foremost market North America crossed new high point of revenue above $3 billion and grew 26% in 2008-09 in spite of recession, While Europes branches faced a express growth of 38.5% during the same year. It is very significant for an organization to certify the differentiation of its revenue stand and to uphold its augment impetus. TCS always delivers that the 143,000 TCS employees are the supreme assets of all which includes 50,000 global associates from 67 countries and TCS trained 93,000 software professionals of which, 22,000 college graduates in the past academic year which was tremendous growth. TCS is incessantly investing to unlock new markets and services which made them to invest in emerging markets like Asia-pacific, Middle East, Africa and Latin America. The firms gigantic team of human resources is serving the TCSs panorama not only in business but also its contact on the community. TCS made an effective evolution in corporate sustainability. TCS persists to be a pioneer of growth for the reason of its established ability to reinvent the business and organisation. The concern is placed to exert in collaborative mode, significant assessing all that TCS does. TCS holds a strong position in the future IT global market. ORGANIZATIONAL STRUCTURE: A basic structure distributes responsibilities among the members of a company. Its purpose is to contribute to the successful implementation of objectives by allocating people and resources to necessary tasks and designing responsibility and authority for their control and coordination The three levels of organizations are technical level, managerial level and the community level. (Mullins, 2008) The organizations are differentiated based on the task, the employees work and the nature of company and its HR policies and conditions. A hierarchy is handled in order to treat people equally in companies; Treating equal is just that they are literally equal, In order to extract best from an employee, the person above him will treat them as one and the same to extract the maximum and best work from them Functional organization,  matrix organization, and  line organization  are three common types of organizational structure (Mullins, 2008). The main intention of organiza tions is to distribute the tasks; the main aspect is to preserve the relationship between employees of different stages in order to drive them towards the single task and to monitor the progress of the assigned task. The TCS have a very well designed organization. The organizations can be classified into two main divisions they are Centralization. Decentralization. Centralization A simple and effective execution of policies for an entire organization. Gives a reliable approach over the organization. Makes trouble-free organization and administration control Better employ of specialization including better amenities and paraphernalia. Decentralization Facilitated verdict is to be nearer to the operational level of work. Amplified receptiveness to local conditions. It persuades inspiration and confidence of the staff. Observance progress in compliment and more supple structures. TCS offers services in eight areas of service: Business process Outsourcing, Business Intelligence and performance Management, Enterprise Solutions (CRM, ERP, and SCM) IT Consulting, Application Development and Maintenance, Engineering and Industrial Services, IT Infrastructure services, Testing and quality Assurance. TCSs are divided in following divisions Financial Services, Energy and Utility, Banking, Life sciences and Health care, Insurance, Securities trading system, Retail and Consumer goods, Telecommunications, Government and Transportation. TCS follow a standard organizational growth which helps them to organize the vast team under single board of directors; the type they follow is matrix organization. The matrix organization is a combination of functional departments which provide a stable base for specialized activities and a permanent location for staff and units that integrate various activities of different functional departments on a project team, product, programme, geographical or systems basis (mullins 2007). (www.tcs.com) DISADVANTAGES ADVANTAGES More involvement can cause aggravation and uncertainty among team members. Adequate meeting makes this type more time consuming. A detailed understanding is needed in order to be a part else result in bad performance which affects the total team work. A very good ability is needed in order to perform better and draw attention. Distribution of possessions is supple among the organization. Facilitates in intricate verdicts and appropriate for recurrent transformations occurs in unbalanced atmosphere. To meet demands from customers and helps to make unity within the team. Provides an opportunity to extend both practical and product skills. ORGANIZATIONAL CULTURE: Even though the organizational culture will look like a similar saying its really solid to describe and elucidate as the word culture is derived from anthropology. In simple it can be described as the reflection of fundamental works about the way by which the work is performed. The collection of traditions, policies, value, attitudes and beliefs that comprises an invasive framework for everything we do and believe in an organization (Mullins, 2008). The corporate cultures can be categorised by two influential factors, The degree of threat coupled with the organizations manners The pace at which organisations and their employees obtain comment on the success of verdict or strategies. If the customs are adopted by the employees, it amplifies the supremacy and rights of management in three ways. Categorizes themselves with their organization and consent to its decree when its the defined fascination to do. To integrate the organizations worth when they are right. Enthused to accomplish the organizations objectives. The types of Organizational culture are Power culture, Task culture, Person culture, Role culture. A well-built organizational culture lies on eight strong pillars of OCTAPACE referring to authenticity, confrontation, autonomy, openness trust, proactive, collaboration and explicitness. Organization cultures can be categorized into strong and weak cultures. The organizational culture of TCS is translucent in stipulations of pay and its HR policies. There is a towering level of employee engagement as the concern pay structure stimulates and supports employees to achieve better to receive an excellent sum of their recital pay. There is an incessant improvement and growth of workforce through different modus operandi like the T model. It is a proficiently managed organization with client fulfilment as its top most precedence. Workforces are given lofty sum of respect and everybody is addressed as an ASSOCIATE to make them believe that their input really matters. But there are some minorities who believe that TCS follows a cold culture, by cold they signify that persons are not concerned about others. Few think that TCS has an energetic culture and there are lots of communal performance which the concern takes on to help the underprivileged and poor. One such initiative is the TCS Maitree, it is a non-profit auxiliary of TCS which utilize the employees to approach further on and educate the under privileged children or seize a camp in a countrys rural area to educate them regarding the knowledge on computers. PS T Model is new software intended by TCS, all the workers information pertaining to his possession, competencies, skill set, etc are fed and then the software gives the three best domains where the employee would best be suited. This model when launched will help in smooth inter- departmental reloc ates. TCS values are ethical, in which TCS have its own set of rules, policies, values which is called TATA Code of Conduct which was explained by HR with immense efforts during induction process, in easy words it can be described as that TCS is not doing business from people but doing business with the people. The TCSs culture is dynamic and favourable for vigorous growth and antagonism. THE NATURE OF ORGANIZATIONAL CHANGE: Change is persistent manipulate. It is an unavoidable part of both social and organizational life and we are all subject to continual change of one form or other (Laurie j Mullins 2008) There are factors which are substantial to the organization change are: Global inflation and economic meltdown. Non-availability of resources. The limitations on products lifecycle due to frequent revises in technologies. Very high competition in escalating and capturing new market places. BUSINESS STRATEGIES: TCS names its business divisions as Industry Service Practice. TCS has it maximum revenue from Banking Financial Services and Insurance Sector. GENERIC BUSINESS STRATEGY: Low outlay of Global delivery 24X7 model. Delivery with the help of established release and excellence framework-IQMS in time. A whole focus on customer retention and client relationship in order to uphold the business revenue which is 95.6% Distinguished in low end services in both capital and price A solid protection from the money fluctuations with currency prevarication. Owing to its tough knowledge management system and resource strength, TCS has been triumphant in attaining the cost leadership in the Industry. In recent years TCS has been following a further resolute strategy where they are moving towards the requirements of customer and the nature of business as like Middle East, Europe, and Asia-pacific. TCS focus much on customers and the area rather than being broad. A full Focus on the centres of Excellence(CoE) to strengthen potential in order to build the state-of-art elucidation in particular technologies such as testing, virtualization and architecture. The high end skills and scale will help TCS to embark upon huge projects aimed at converting clients, IT applications and Infrastructures. GLOBAL STRATEGIES: When the global strategy of TCS is being closely observed, it will illustrate an influencing labour cost in South America, China and some parts of Europe. Employing overseas experts into the post of Directors in order to obtain the frequent changes in the business is also can be referred as one of the key strategies of TCS Clayton M Christensen(HSB Professor, joined TCS in 2006) Dr. Ron Sommer (former chairman of the board of management of Deuteshce telecom AG, joined TCS in 2006) Laura M cha (Member of Executive Council of the Hong Kong special Administrative Region(SAR) and Non-Executive Chairman of HSBC investment, Asia ltd) TCS have a keen view in looking US and UK for the Business Revenue markets and India for the skilled employees. TCS is very keen in establishing global delivery centres outside India which can demonstrate TCS as a Global company. TCS was the first one to set the global delivery centre in China which distinguished TCS from other corporate companies. In recent years TCS was frequently changing its approach towards global market; recently TCS reconstructed its structure towards its global operations to implement a Customer centric and integrated approach which is anticipated to assist in avoiding the risk factors arising from the Economic Meltdown in western countries. TCSs operation units are mainly divided into five main divisions. The well established markets are North America, U.K and Western Europe and the new markets are Latin America, Middle East, India and Eastern Europe. The new restructured plan was considered as the very good change by the TCS as it is attaining impetus in Europe and other markets, which is obvious in the companys marked growth rate of 40% every year. The operations In Middle East and Latin America had also seen a substantial growth. TCS had built new delivery and offshore centres in Latin America like Uruguay, Mexico and Brazil. STRATEGIC ALLIANCES: TCS is always keen in upholding the strategic relationships with various International technology vendors. These relations are distinguished in various magnitudes such as service provider, customer, supplier, and alliance partner. The relationships with the international technology vendors have made TCS to maintain a holistic. TCS made a joint venture with these vendors on joint research influencing each other strengths to research and to develop the best breed offerings. Joint advancing engagements. Significantly new or improved solutions. Joint go-to-market strategies for the solutions. ACQUISITION STRATEGY: TCS is concentrating the growth in two ways the organic means and inorganic means. The Inorganic way is in the course of acquisitions of companies which craft business sense to TCS. The concerns should adjoin great value to TCS. The Business with CMC is assisting TCS taking a very sharp gaze to the domestic Industry. Both companies have synergies in the government sector. They made various agreements with various companies some of them are the agreement with the citi group to transfer 12,000 employees in banking sectors for cash and external support in IT. Tata InfoTech Limited (TIL) was merged in early 2006. It was also a software service company like TCS which have branches around the world like America, Europe and Australia. Comparable to the financial venture made greater than, TCS yet again prolonged its banking commodities and shared its European operations after attaining a 75% equity wager in its Switzerland-based partner, TKS-Teknosoft. TKS was the marketing representative f or TCS in Europe. TCS: CO INNOVATION NETWORK (COIN): TCS is following a coin strategy in order to face the competition as the globalisation has created a elevated competition among the IT companies. It is necessary for the IT companies in order to follow an innovative technology thus resulted in the Advanced Information and Communication Technology which made practicable for companies to collaborate and perform Globally Distributed Network (GDN). Disorderly improvements are not the consequence of a solitary technology pretended by the minority of people but the combination of similar technologies may result in getting a combined innovative technology which will be much more effective and useful for the companies to perform globally. This concept of innovation network is not novel; classically it was the technology releasing body e.g. IBMs driven Innovation Networks and Googles Gartner Innovation networks are already been in existence, for TCS it is the customer driven innovation network where the participants are delivery rudiments and explorations. SWOT ANALYSIS: SWOT analysis is a prearranged loom to calculating the strategic position of a business by identifying its strengths, weakness, opportunities and threats. SWOT offers an uncomplicated way of analysing the results of marketing review. Internal strengths and weakness are abridged as they communicated to external opportunities and threats. (Jobbers; 2007) It analysis the complete strategy of the company based on policies and the business method which they follow. This pictures the companies advantages and disadvantages in companies perspective. The SWOT for TCS is as follows, (S)TRENGTHS widespread universal reach Strong economic presentation Human management skills Innovative lab system The Fame of the founder (W)EAKNESSES Momentous publicity to financial service markets. Deficient in level of consulting operations. (O)PPORTUNITIES Expansion in worldwide IT services Focus on SMB segment Expanding maneuvers in countries like china Focus on high end business and consulting (T)HREATS The Hike in Employee costs Powerful competition from overseas firms like Accenture, IBM etc. Merge in the end markets Currency gratitude Increase in competition from low wage. (S)TRENGTHS: The popularity and the reach all over the global markets made TCS a reputed and known firm in the Global IT Market. The TCS had launched the branches all over the world which can be considered as the primary strength for the TCS. TCS made clear and strong economic presentations around the globe which makes its clients a financial confidence about the company. The International base of TCS, India is known for its skilled employees in IT field which naturally made TCS very strong in Human resource. TCS is also skilled in the management skills as its board of directors are from overseas countries in order to adopt the strategies from all the parts of the world. TCS have a very good infrastructures and innovative labs with all the latest technologies which help TCS employees to update the latest technologies and to make research in various fields. The fame of the founder is also an added strength for the TCS. (W)EAKNESS: The excess exposure on the financial service markets which usually need to be kept confidential is considered as the main weakness of TCS. TCS is also lack in effective consulting team which show a strong reflection of decline in the growth cycle of the TCS, Being a company which works on Outsourcing projects usually needs a very good effective consulting team which acts as the bridge between the clients and company. TCS really lacks in that. (O)PPORTUNITIES: TCS being a fast growing IT firm is very keen in establishing and expanding its business to almost all the parts of world right from India, China, Latin American countries, Asia-pacific and etc which opened up a great business opportunity for TCS. The Focus in the SMB segments is also lays a very good business opportunity for TCS. Expanding the global branches to void countries like china, Asia-pacific will extend the business opportunities of TCS in future. TCS have a very good opportunity in high end business and consulting in the future if they rectify their weakness in consulting service. (T)HREATS: The rapid growth and development in India and other global areas, A common demand for employees arise which result in the increase of cost for employees. TCS has to face a very high competition from overseas and well established companies like IBM, Accenture and etc. The complete merge in the End markets is also a biggest threat for TCS. The advantage on rupees always stands as the biggest threat to all IT companies in general. Increase of competition from low wages is another threat. The similar Indian firms like Wipro, Infosys are also at their full phase of capturing global markets. TCS has to face a cold war against the threats which the company faces. As all the competitors of TCS are equally strong and effective in which TCS cant ignore the supple one. PORTERS ANALYSIS ON TCS: Porters tool will help to analyse the main five competitive factors which affects the companys growth (www.emeraldinsight.com) Being TCS itself is an supplier, it do not have problem with the suppliers, the other four forces which are problematic to TCS are the threat of new entrants, the bargaining power of customers, the threat of substitutes and the spirited rivalry between the existence. In the untimely days the software exports, the software wholesale market was overlooked by very few massive like Accenture, EDS and IBM, where the Indian concern were outlined as small level companies in result the TCS and other Indian software companies competed themselves in the lower end of the business, which resulted TCS and other organizations to choose small projects and tasks which are simple to do. TCS also faced a customer market that was conquered by the insurance companies and huge banks. While TCS keenly hunted for alliances with larger sellers as a competitive strategy, TCS most successful approach was to honestly loom clients and admit the minor charges that its competitive pose dictated. The entry of new companies have reduced rapidly as the huge companies like TCS, Infosys and Wipro have developed and grown huge in their market share, size and reliability with their customers. Though, the companies struggle to decrease their straight rivalry through demarcation of manufactured goods, in every market there has been enormous competitors. TCS has to work seriously upon reducing the bargaining power of customers. TCS can prevent price strategy in mixing up with purchase decision. It means that TCS should bring more than undifferentiated indoctrination by moving up the cost sequence. Such approach might be difficult in the software outsourcing business as the clients have an in-depth domain enterprises and rights of inclination to hold on to the work allocated under considered consulting. The clients very well know that the complete bargaining power lies in the strategic consulting; outsourcing that may reduce their bargaining power. TCS have to build up enough knowledge so as to construct outsourcing these errands a convincing worth plan. Of course, it is exactly in this empire that the multinational outsourcing firms such as Accenture, IBM, and EDS are the most vicious customers. Falsifying groupings are often viewed as a superior approach to offset clients bargaining command. Though, constructing alliances with companies functioning in clients sites have to be low-priced as this would advance focus on TCS in application progress. On other side, the attainment of a medium-sized US firm with sturdy customer relations and domain expertises could offer a striking opportunity. Even if expenses per employee would increase, the go up would be minute since workers needs are lesser for higher value-added jobs. The main anxiety for TCS is opposition from existing companies like Wipro, Infosys and CTS as it has produced rivalry for active dealings and twisted noteworthy pricing stress. Internationally, Companies like EDS have sited themselves as competent of handling huge, turnkey ventures which can distinguish themselves from contestants such as Accenture and IBM that spotlights on superior value-added jobs such as consulting. This proposes an organically-driven expansion strategy for TCS: as TCS should persist to do the similar sort of job that it presently do, but should attempt to arrest a better section of the value-addition by accepting huge projects. Although it has exhibited a potential in distant project management, TCS would be requisite to increase the same capability. But, there are also few risks which prevail in this strategy. TCSs huge dimension implies that it might have already exploited wealth to amount in applications improvement. Adding to that, the strategy may tender the latent for huge growth since it essentially engages elevated value-added actions. Before, this was hard, partially owed to the technical complexity in rejecting the value-chain away from the modularization of appliances programming. In recent years, though, systems design, manufacturing services, and systems integration job have increasingly been outsourced suggestive of that, if the abilities are at hand, those works could be completed in India. The threat of substitutes are mainly from the China, Philippines and eastern Europe which emerge as a biggest threats to the Indian IT companies, which is mainly due to the low cost. The companies from these countries quote very low price for the same quality of products as the Indian Companies do, which creates a great impact on medium to long term projects. It is difficult for TCS being operated from India to attain the organic growth. As the globalization

Land Rover North America, Inc. Case Analysis :: LRNA Business Marketing Case Study, solution

Land Rover North America, Inc. Case Analysis I. Executive Summary   Ã‚  Ã‚  Ã‚  Ã‚  Charles Hughes, president and CEO of Land Rover North America (LRNA), and his executive committee want to expand LRNA’s reach within North America. Based on the growing strength of the U.S. SUV market, research which suggests consumers are seeking vehicles that can help them have â€Å"experiences† while being practical, safe, reliable and luxurious, the success of the Discovery in the U.K. and near doubling of the Land Rover brand worldwide, LNRA is seeking to become the â€Å"world’s premier 4x4 specialty company† through effective brand, product and retail strategies. LNRA’s success hinges on making the correct positioning, marketing mix and retailing decisions. II. Problems and Recommendations   Ã‚  Ã‚  Ã‚  Ã‚  LRNA needs to determine a positioning strategy for the Discovery and itself in North America to entice its two distinct target markets. LRNA is aware that it has two distinct target markets whose purchasing decisions are impacted by various drivers but also knows that factors such as quality, safety, reliability, comfort, off-road capability and aesthetics overlap. When compared with other SUVs or SUV alternatives, we believe the following differences should be highlighted to develop a distinctive niche for the Discovery and Land Rover brand in the target audience’s mind. The Discovery and Land Rover brand should be positioned as luxury car alternatives with rich histories and superb off-road capabilities designed for the crà ¨me-de-la-crà ¨me of consumers: affluent, intelligent, practical, unique, full of character, and seeking to empower themselves through adventure and exploration during their driving experiences. The Discovery and Land Rover brand sho uld, in effect, convey the following message: you are what you drive.   Ã‚  Ã‚  Ã‚  Ã‚  LRNA must also determine what marketing mix to utilize and how much of its marketing budget should be allocated to each media strategy. First, we would advocate increasing the marketing budget to approximately $30 million to better position LRNA against our competitors. Since our target consumers are educated, married males in the 35-64 age group with annual incomes of $100K or above, we would suggest allocating sixty percent of our budget to advertising through television and print ads with a 65-35 split between the two. Ads should present the dual nature of the Discovery and Land Rover brand as rugged, exciting, but safe vehicles equally adept at handling the challenge of the jungles of Madagascar and the challenge of the city highway with your children onboard. Print ads would be placed in business and news magazines as well as national newspapers such as The New York Times, Wall Street Journal, Financial Times and Washington Post.