Business Edge Email

To: David Johnson Subject: Information on Business Edge Dear Mr David Johnson Firstly I would like to thank you for your response to my email based on my application for the sales and marketing position you are currently have available. I am pleased to know you would like further knowledge of my completion of the Business Edge Program undertaken through my Bachelor of Business at Edith Cowan University. The program helped me develop a range of skills related to the sales and marketing role in which I have applied for. The following email will represent the key aspects that Business Edge specified within my time in the program. I will analyze the different components of Business Edge and the skills I have gained during the program. Additionally I will explain how these concepts will be beneficial to your company. As a result this email will give you background knowledge on my intake and understanding of the Program. The Business Edge program is designed to help students understand the growing impact of international competition in businesses and employment and how to successfully operate in the global marketplace. The program introduces students to the concept of business and to various interpersonal, group work and organizational skills essential for university and employment success. The Program is also geared to helping students to realize and improve their abilities in individual learning styles, group work, cross-cultural communication, business communication, critical thinking and ethical behavior. In addition, the Business Edge program introduces students to the concept of self-reflection, self-discovery, self- criticism, peer assessment and information and time management. Having completed this program I can tell you that it is an extremely unique course as it focuses on student centered learning. This means that there are plenty of role-plays, scenarios, interactive multi-media and activities where students develop their employability skills by ‘doing’. As the student you must use your previous knowledge and experience, apply these to real situations and learn from those around you so that your employability skills can be developed and refined along the entire length of the program. A key attribute I have developed through the Business Edge program is the â€Å"ability to communicate†. This gives me excellent employability skills such as forming effective relationships with customers and employees. This is a perfect attribute for the sales and marketing role. As someone interested in sales and marketing I think it is essential that you communicate effectively and form networks with customers and fellow clients. I think the ability to interact with others openly and objectively is vital criteria for the position and Business Edge has certainly given me a great advantage in this area. The main emphasis that the Business Edge program projected was on clear communication and presentations. Personally I feel to be a competent communicator you must first be able to listen and understand others, in particular with sales because face to face communication is frequent and also phone conversation. I think my ability to understand clear communication and my advanced understanding of open questions will benefit your company greatly. I know when working in sales and marketing you have to allow communication to flow and invite open discussion. You must have a clear tone as well as a good posture if talking to an audience, when talking on a phone your manner must be polite while still being clear and able to adapt. I believe that a good communicator is someone who can change the way they communicate to suit the person they are speaking to. You should express yourself in a way that makes sense to that person. I think the Business Edge program has helped me achieve this and it will be a great asset in the sales and marketing role. Another attribute that I developed through the Business Edge program is the â€Å"ability to work in teams†. The Business Edge program as stated earlier is student centered and the learning process is by â€Å"doing†. Most of this is done through group work, participating in various activities and presentations. Through these activities I could improve my self-confidence to a higher level. I got an idea about how to work in groups with mutual understanding and to respect others ideas as well. With the knowledge I gained from this unit, I’m now able to get others give their ears to me and express my ideas in an effective manner in front of an audience.

Prefect Letter

I am writing to yourslef to express my enthusiasm for the position of a year 11 prefect. The role as prefect as i can see, is an (essential) part of representing the school which acts to help the schools community and becoming a model of the school’s junior pupils, but more over, I can see the role of prefect as a leading demonstration of the school to the outside world as prefects are thee best pupils in the school, therefore, a prefect has to be an all-round friendly person.Being an ell-round friendly prefect, would mean prefects would have to have great communication skills in which they wouldn’t loose their temper whilst discussing a certain matter and would be able to listen to what other prefects might want them to do. Being a good listener is vital because prefects need to listen to teachers who set them tasks, and they must always follow it. Prefects would have to listen to any concerns by pupils or teachers that are put forward when in the role as a prefect. Al so, prefects need to be a good all-round representative.This would mean having emaculkate unform and have manners when addressing teacher, pupils and visiors. Being a prefect would mean always addressing in a graceful manner. I have represented the school many of times duing my five years that i have attended St. Thomas Aquinas. I have helped at Open Evenings where i have had to represent a subject. I remember reprsenting science and i had to show children the experiment that i was in charge of and i had to be friendly towards them and approach them with an informative manner.I was once in the school dance club that takes place after school on Fridays and i have been able to show pupils and counsillors in our school that we have an excellent dance group. One dance i was involved in was, Chicago which featured ex-teachers Miss Garner and Miss Barnet. With an input from all dancers, the show turned out to be a success. I ahve also been in the school choir which involved performing in masses, performing in a place where old people meet regularly and i have sung alongside Mr Weekes at the Atrix Theatre in which i had to wear school uniform to represent the school.I was on my best behaviour and feel that i represented the school well. When ever i had to perform and represent the school, i always helped people out and i always co-operated with enthusiasm. There are many other ways i have been part of a team, for instance: doing group work is lessons in which i have had to co-operate and having to put forward any opinions which i would discuss further with my group. I feel that i would make a good refect because my communication skills have developed since working with BPM Media for my work experience. I’ve learnt to be independent and to try everything that is put in front of me and to never say ‘I CANT. ’ I am also a very good listener because i am able to follow the rules at school and i have used my skill in my work experience placement and it has gone down as a great skill to have, especially in being a prefect.I have been classed as an ‘ambassador’ of the school which is featurd in a praise log i got for ebglish for completing coursework before the deadline because i was able to knuckle down to the work. I think it is important to uphold school rules because school rules are important to all of us because they tell us how to act, give us directions, set stabdards for everyone and provide a safe climate. Every rule has a reason for being and should be followed consistently.For instance, all pupils have to have emaculate unform, with emaculate unform, it means out school is well represented and shows everyone outside of school the expectations of all pupils who attend. By applying for the position of prefect, i am looking to acquire responsibilities of level which i have never had, and so to constantly challenge myself to a higher level is what brings one true joy. I am, as you can see, raring to go, ready t o offer my service to the school with the utmost of my abilities and in order awards that i will treasure.

Compare and contrast the poems Essay

The poem leaves us either reassured that in the midst of all evil there can be some good or depressed and in despair because in the family life of the Belson commandant lurks an evil which could ruin their lives any time. Night of the Scorpion The title denotes power and control from the scorpion as one night the scorpion ruled and controlled everything that happened. The title uses Night to give a sense of dark times and that something fatal may occur. The poem is very other. It has an Indian location which is where scorpions can be found as it is one of the warmer regions of the world. The poem is in free verse with the last three lines sectioned off. It is of narrative style and contains a very memorable heart. The weather was desperate and it was lashing with rain. In fact the monsoon conditions had affected the scorpion and all that it wanted to do was to shelter from the torrent. However it was disturbed by the poet’s mother who was probably searching for rice to feed her family. She was stung and the poison from the tail entered her bloodstream like a foreign invader defiling the enemy territory. Many neighbours arrived and the author compares this to a â€Å"swarm of flies†. I would compare it to students who clamour around desperate fro entertainment around a schoolyard fight or would be helpers around an accident victim. The neighbours like the helpers all had their suggestions many of their ideas involving the power, rituals and beliefs of religion. The scorpion is thought to be evil when in reality it is only trying to protect itself. The people believed that the victim and the scorpion were still linked. This bond meant that when the scorpion moved the poison inside the mother moved around her blood invading and conquering. Many prayers were said for the victim. The neighbours also felt that out of this tragic accident some good would emerge. The poison would â€Å"burn away† her sins and cleanse and purify her body of excessive ambition and lustful or adulterous thoughts or acts. Neighbours believed that her suffering was paying the price of evil to God and reducing the amount of evil in the world. The victim’s husband was willing to try any one idea or a combination and mixture of the suggestions. He was usually not one to believe in religion but usually based his opinions on logic and facts. Yet even he set fire to the affected site and watched the â€Å"flame feeding† on her toe. A holy man was allowed to perform sacred rites and after twenty hours the victim recovers only to rejoice in the fact that it was her and not her children. The mother’s wishes were a superb example of the unconditional love most mothers feel for their children. Comparisons and Differences. Both poems are about creatures who are simply concerned with their own survival. With the vultures it is the need for food that causes them to be scavenges and with the scorpion its wish not to be squashed causes it to â€Å"flash its diabolic tail†. Both poems give information on cultures that are not familiar to us. The main difference is the message given by the poets In vultures the readers can chose there own position with regards to good and evil whereas the second message denotes the helplessness that sometimes death will occur and at other times the victim will survive. In the scorpion it is possible for both the victim and the scorpion to survive whereas the vultures will die if they don’t eat prey and the prey is already dead. Death is a necessary evil for the vultures. Cultural Background I think that ‘Night of the Scorpion’ best captures cultural background because it mentions religion and family life from another culture. For example â€Å"mud baked walls† and â€Å"candles and lanterns† and the â€Å"Holy man performing his rights to tame the poison with an incantation†. Whereas ‘vultures’ is set in the middle of nowhere, somewhere like the deserted plains of Africa. It isn’t something that would be found happening in a village. ‘Scorpion’ is a true story of the poets’ family and it comes across through the detail and building of atmosphere the poem contains brought about by the phrase â€Å"ten hours of steady rain had driven him to crawl beneath a sack of rice†. As he was there at the time his thoughts and feelings are brought across very well in his writing. The poem shows compassion when the â€Å"mother only said Thank God the scorpion picked on me and spared my children. † Conclusion I prefer ‘vultures’ as I like the way in which evil is contained in good. This is shown in the phrase â€Å"in the very germ of that kindred love is lodged the perpetuity of evil†. The evil is described in phrases such as â€Å"picked the eyes of a swollen corpse†, â€Å"ate the things in its bowel† and â€Å"fumes of human roast†. The good however is conjured up by â€Å"inclined affectionately† and â€Å"tender offspring. I feel it is more of a poem compared to Night of the Scorpion because Scorpion is a very much narrative style of writing. It is too narrative for my liking.

International Management

The purpose of this report Is to present 320 Below Pet Ltd a business proposal to venture Into Bangkok, Thailand. A series of relevant questions pertaining to the Ice- cream parlous business and its future expansion into foreign markets are proposed here to identify business opportunities and risks. The F&B industry in Singapore and the company's structure has been studied in depth to gain a better understanding of the industry. 320 Below is a Singapore based company that sells fresh ice cream, sorbet and frozen yogurt.The enterprise's legal structure, its history, mission, vision, alls, objectives and the ownership structure are further analyzed. The products and services offerings of 320 Below are highlighted and supported with the customer profile and demand analysis by the usage of Porter's Five Forces analysis. Moving forward, the environmental factors on the host country business climate are carefully examined. Based on the findings, the unique usage of liquid nitrogen in makin g the Ice cream is favored at large.Strengths, weakness, opportunities and threats of 320 Below will be evaluated In depth by using the SOOT analysis. A comprehensive business strategy Is finalized and proposed comprising of mode of entry and identifying the Hypotheses national cultural dimensions as it ensures that the different strategies will be carefully studied. Vital components of the fps strategies, which constitutes of pricing strategy, distribution and logistics, promotion and advertising and production and service strategies are also discussed.This will be followed with financial reports and the planning of cost analysis, the projected profit and loss statement expected to derive. The management considerations Including personnel, business advisers and contingency plans to be undertaken have been determined. Finally, recommendation will be presented to 320 Below based on the chances of success rate, which will influence its decision making to venture into foreign markets l ike Bangkok. 2. Introduction Being the first mover entrant, 320 Below Private Limited (Pet Ltd) first launched the unprecedented concept of freezing ice-cream using liquid nitrogen In Singapore.This unique Innovation has speed up the Ice-cream making process, thus enabling 320 Below to experiment with a wide variety of ice-cream flavors in the shortest time compared to traditional ice-cream making at large. The founder and Managing Director of 320 Below, Miss Lillian Nag is currently heading its business operations and business strategy for the gourmet ice-cream parlous. With the support of Miss Nag, our team kept in touch with her through numerous email correspondence to collect valuable information about 320 Below.This has provided our team with vital and useful findings which has facilitated us In preparing this business proposal. These justifications has indeed given us many insights in the ice-cream parlous business and helped us to draft out the necessary marketing tools that has helped to advertise the company. 3. Industry Business Description restaurants, fast food outlets, food caterers and others segment. In the â€Å"Others† segment, it generally refers to the different types of F establishments ranging from cafes, bars, food courts, pubs to coffee house.In 2012, Singapore F industry has substantially increased and generated approximately SAG 1 1. 98 billions in revenues, which is equivalent to 3. 5% of the country gross domestic product (GAP). According to Singapore Department of Statistics (2013), the year of 2012 has witnessed an increase of 3. 2% of new F establishment opening in Singapore. The total number of F establishment has significantly increase from 6,464 to 6,668 and is a good sign that the industry is expanding. With a population of over 5. Million, Singapore is ranked one of the highest food consumption country in Southeast Asia. In Singapore, eating is considered a national pastime, where people are willing to queue up for hal f an hour to over an hour for their favorite food. The majority of Singapore population's love for good food and their willingness to food hunt around the island display their passion and attitude towards eating. Within the social circles, it is viewed as an status leveler or status builder if you can recommend a particular place that serves great food to your friends or families.Being able to do immediately brings up your personal reputation (Wang 2006). The increasing affluent middle class and the rise in their disposable income has also fuelled the growth of the F&B industry. This group of affluent Singapore who are well-traveled are often attracted by what they see and experience during their holiday trips. Therefore, when these F&B establishments opened in Singapore, they would gladly patronize them. This has definitely spurred the demands of overseas food and produce (Rehearing's 2013).In addition, growing tourism activities in Singapore from overseas visitors have also suppor ted the growth of these F establishments. The future of the F industry in Singapore looks promising and is projected to growth in healthy levels due to its per capita consumption growth. 4. Company Description 4. 1 Type of Business Founded in October 2012, 320 Below Pet Ltd is a Singapore-based ice cream parlor that specializes in making fresh premium ice-cream, sorbet and frozen yoghurt purely from using natural ingredients. The company falls into the category of lifestyle cafes in Singapore F industry. 20 Below prides itself in delivering a unique ice- cream eating experience for customers to mingle and hang out with their friends and families. 320 Below is the early pioneer in Singapore to launch the concept of freezing ice cream by using liquid nitrogen. This unique and innovative ice-cream making process has revolutionized how ice cream is traditionally prepared and consumed. This interesting concept has also introduced an unique cafe experience, where customers can walk-in to choose from a wide variety of specially created ice- ream flavors that are freshly churned out on the spot from the mixing bowl. 20 Below Pet Ltd started its ice cream parlor business as a Limited Liability company (LLC), which is commonly known as Private Limited company. The company is registered under Singapore laws and tax regulations. Under the legal structure of a LLC, 320 Below intends to separate its legal entity from their owners and shareholders. By doing so, their business obligations only strictly remain within the legal entity itself and shareholders are excluded from any legal liability in their personal capacity. 20 Below also enjoy various legal and tax benefits as a LLC.For example, 320 Below is exempted from paying taxes during the first three years of incorporation for the first SAG $100,000 profits that they make every year. The corporate tax rate in Singapore is very attractive, which stood at below 9% for profits up to SAG $300,000 and capped at 17% for profits exceeding SAG $300,000. In addition, Singapore single-tier tax policy implemented across all corporation means that 320 Below will only be taxed once at corporate level. In the event of any dividends payout to their shareholders, they will not be tax again. 0 Below also benefited from the ease of raising capital for new venture or business expansion in the future. As a LLC, 320 Below will find it easier to get business financing from financial institutes, such as banks, and also raising capital through adding equity partners or investors. 4. 3 320 Below History, Mission, Goals & Objectives The brand name â€Å"320 Below' came about when the founder Allan Nag discovered that liquid nitrogen actually boils at minus 320 degree Fahrenheit (OF) and she decided to name after it. Lillian Nag, the founder and managing director of 320 Below has a passion and loves creating quality ice-cream.She believes in making ice cream that are low in sugar and do not contain artificial emulsifier, sta bilizer and preservative. During the early beginnings, Miss Nag experimented in creating numerous unique tasty ice-cream flavors from her home. Over a period of time, she had created and perfected numerous ice-cream recipes that have received good reviews from friends and family members. The idea of freezing ice-cream came about one day when she was doing online researches about ice cream making and found out about using liquid nitrogen to produces fresh creamy ice-cream, without paving icy crystals that can affects the taste pleasure.After mastering the ice-cream making process, Miss Nag decided to venture in the ice cream parlor business. 320 Bellows vision is to become the first-mover in new creation and innovation to ensure their products are always fresh, smooth, tasty and clean. Their mission is to ensure that their ice cream, sorbet and frozen yogurt are of the highest quality, smooth and tasty. 320 Below also endeavor to deliver exceptional customer service to their customer s in a clean, fun and relaxing environment to hang out. 4. Ownership Structure 20 Below currently have two outlets in Singapore, which is the Mackenzie Road main shop located near the city area and the Tympanis One branch, a neighborhood area in the eastern part of Singapore. The ownership structure of 320 Below consists of 3 Below employs a manager who takes charge of the daily operations in the Tympanis One branch and Miss Nag is in charge of the Mackenzie Road main shop. The manager at Tympanis One reports directly to Miss Nag pertaining any operations issues. At any time, each outlet hire at least two temporary staffs to service customers at the ice cream parlous.Miss Nag is also in charge of the marketing and production aspects of 320 Below. Her manager handles the financial accounting and human resources for both the outlets. 5. Product/ Service Factors 5. 1 Product/ Service Analysis 320 Below is the unprecedented ice cream shop that uses liquid nitrogen for their ice cream ma king process. As such, they have an advantage of offering new and interesting products to their customers in the F&B industry. They are not Just ice cream sellers but they also offer a wide range of products like frozen yoghurt and sorbets that are freshly made on the spot after customers have placed their orders.This kind of service are very rare in the Singapore market as traditionally ice cream are made in advanced and stored for later consumption in ice cream parlors or they can be conveniently bought in all supermarkets or convenience stores. 320 Bellows flagship main store at Mackenzie Road offers a unique experience of enjoying ice cream, which not other places in Singapore offers. The location of their ice cream parlor are conveniently located near city area and offer ample parking space for individuals or families who wish to patronize them. Next their shop is nicely decorated with a colorful theme that attracts passer by and want to come in.Students and teenagers are also attracted to 320 Below shop because they enjoy hanging out with their friends due to its cozy and comfortable environment it gives to their customers. 5. 2 Customer Profile/ Demand Analysis Thailand is a country with a hot climate for most parts of the year. It is common for people to seek out cooling food items to manage the heat and ice cream happens to be one of the highly sought after food items consumed. In Bangkok, the weather records a hotter temperature being an urban area with less greenery to cool the surroundings compared to other parts of Thailand.Therefore, the demand tends to be higher compared to other parts of Thailand. Other ice cream brands have been successful in Bangkok with constant demands from ice cream lovers. Thailand is ranked at 13th place, with 1. 5 litter of ice cream consumption per capita each year (Ice cream consumption 2013), Just 2 places behind Singapore. The consumer market for ice cream in Bangkok consists mainly of This who are in the working cl ass of age 25 – 40 and tourists who visit the kingdom for holidays. These groups of people generally look for uniqueness in the products they purchase.Thus, he technology of using liquid nitrogen to create ice cream instantly will attract their attention and given their access to education and the internet, they will better appreciate the ice cream making process of 320 Below. As ice cream brands that able to capture the attention of potential consumers in Bangkok and attract them to patronize the ice cream parlor. 5. 3 Porter's Five Forces Analysis 5. 3. 1 Bargaining power of suppliers (High) Liquid nitrogen is not only used in the ice cream making process but also for other food processing such as bakery in the Food & Beverage (F&B) Industry.As such, appliers may choose to supply to other food processing brands, which require a larger quantity of liquid nitrogen compared to 320 Below. Similarly, suppliers of other equipment in general required by 320 Below for its ice cream outlet operations have a bigger pool of customers in the similar business to choose from to create business ties. 5. 3. 2 Bargaining power of customers (Low) Customers are unable to make vast comparisons as brands offering the same product as 320 Below is relatively new in Bangkok. Furthermore, the Bangkok market is relatively new to this ice cream making process using liquid nitrogen to churn out CE cream.The lack of knowledge of the product further weakens their bargaining power. 5. 3. 3 Threat of new entrants (Low) There are very few ice cream outlets established in Bangkok that use the liquid nitrogen technology to produce their ice cream. Moreover, the frequency of new ice cream brands opening an outlet in Bangkok is low. Given the fact that Thailand is still a developing country and poses the risks of political unrest, other ice cream brands with similar technology might be hesitant to venture into the Thai market. Therefore, the threat of new entrants is low for ice cream br ands in Bangkok. 3. 4 Threat of substitute products (High) Ice cream is a product that has constant demand in Bangkok given the hot climate and relatively strong demand from consumers. Therefore, there are numerous brands that provide the similar primary product with Just slight variations. The price range of 320 Below is relatively higher than the average ice cream pricing due to the running costs involving the technology that is used. Consumers may be unwilling to pay for a higher price for their ice cream and may favor other ice cream brands that are much cheaper but not necessarily of higher quality.Others may look for other alternatives such as local cold desserts to replace eating ice cream. Therefore, the threat of substitute products is high in Bangkok. 5. 3. 5 Competitive rivalry within the industry (Low) The idea of using liquid nitrogen in the ice cream making process is still very new in Bangkok. According to research, there is currently one ice cream brand that adopted competitor that produces ice cream in a similar process. However, due to its huge demographic and population in Bangkok there is room for competition in the market. 6. Environmental Factors 6. Host Country Business Climate 20 Below was the first to introduce liquid nitrogen ice cream. It was quite a success for them as a lot of people are curious and wanted to try how does these ice creams taste like. Soon another competitor Just Like It came along. It create a buzz in the F&B industry as it invest in their marketing and advertising campaign. In order to expand their area of revenues income, 320 Below has began doing market survey and research to consider and plan their expansion. Either they open up another outlet to compete with their competitors or they can venture oversea to open their first shop overseas.In London and Hong Kong, there are already shops that sells liquid nitrogen ice cream. Thus venturing into these two countries are not advisable. The best two options are Thail and, Bangkok or Vietnam. 6. 2 SOOT Analysts of 320 Below Strength The strength of 320 Below lies in their Research and Development team and strong support from their management. The R&D are always encourage to develop new products and to cater to the demands of the Singapore market. Being able to understand the Singapore market makes 320 Below easier to target at their range of customers.The vertical integration have given 320 Below an advantage in the arrest. Lastly, the financial status of 320 Below are healthy and they are not in debts. Weakness The operating costs for the operations in Singapore have been increasing lately. This is due to the inflation of the market in Singapore. Also they are facing manpower issues. Even though it is still manageable, but still its difficult to find young service staff to be committed and loyal to the company. Most of the services staff are students working on a temporary basis and they do not tend to stay long in the Job. Opportunities opportu nities.To open their shops in Asia countries and to introduce their underfed products to the local people there. This can create more awareness and increase their market shares. Threats With the recent riots and social unrest in Bangkok, 320 Below will have to be very careful in their planning and execution of their shop opening. The economy in Thailand has fairly been affected by the power struggle between within the government parties. A possible delay in carrying out their plan might be necessary if the situation there worsen. Second, if the pricing of their ice cream is expensive, the local This might not patronize them and avoid eating it. . Government Constraints/ Incentives The Thai government has been having political uncertainties since 2010 surrounding their former prime minister and the current one. The former Prime Minister Taking Sinatra has been over thrown in a military coup in 2010. His sister was elected as the new Prime Minister for Thailand. At the end of 2013, hi s sister Youngling Sinatra has tried to pass on a bill, which could lead to allowing Taking to return to Thailand, Bangkok. This has caused uproar of protests among the Thai population. This was enough to lead to the recent demonstrations by the citizens in centralBangkok. Shops are still open for business even though protests and demonstrations are ongoing. But somehow, their business will still be affected. This feud between the anti government and the prime minister of Thailand will be ongoing for a long period. Travelers have been warned about traveling to Thailand and to avoid these affected areas. 6. 4 Laws/ Regulations/ Administrative Practices Thailand has a long history of corruption, bribery, extortion, leak of insider information used in securing lands, business deals, etc. This has created negative media publicity for the country.Organizations who want to venture into Thailand will have to seriously consider it before shifting in funds from overseas for investments. Ther efore, It is prudent to have the government support in our expansion plans. We also need to know and abide to their local employment laws and regulations. It is almost similar to our Singapore employment regulations except for some slight differences. For example, there are no limitations on the number of days for medical leave. Companies are to set up the Employee Welfare Fund and contributions are made from both employer and employee.These funds will be used to compensate employees who have resigned, laid off or suffer serious injuries during their service with the company. 7. Business Strategies organizational structure in order for organizations to be successful. Bangkok regulation on the food and beverage industry welcomes foreign investment. The threat in competition for the food and beverage sector is overwhelming and could result in high operation cost. If it franchises out its chain in Bangkok or Joint venture with a local, the organization may experience a communication ba rrier as the locals mostly speak Thai and know minimum English.As a new entrant in Bangkok as a franchiser as an option, 320 Below may face potential challenges such as having difficulties in obtaining the appropriate approval and permits from the respective authorities. Unnecessary expenses might incur during the process and might lead to higher cost. Due to cultural differences and language barrier, this could also result in misunderstanding, leading to conflicts when dealing with the respective stakeholders in the sector, as they may be amateurs to the business. The proposed mode of entry for 320 Below is franchising in Bangkok, with a few considerations to be analyzed.Egger Hefted 320 Below must identify the Hypotheses national cultural dimensions as one of the key factors before proposing and venturing in Bangkok as identifying the cultural differences amongst the neighboring countries are an added advantage. In determining the Hefted nation culture, he identified five dimensio ns, which comprise of power distance, individualism, Masculinity/Femininity, uncertainty avoidance and long-term orientation. 320 Below identified the potential of individualism and long-term orientation as their top priorities in venturing into Bangkok.The company is keen to review individualism ND long-term orientation as part of their daily operations in generating growth with the support and directions from the top management. Figure 1 : Hypotheses Model Country Comparison As a comparison amongst the three countries and Singapore, Bangkok shows the highest significant similarities of what Singapore adopts. fps Strategy 7. 1 Product/ Service Positioning Every individual has a sweet tooth whether for breakfast, teatime, after a meal or anytime of the day when one desires for dessert.Every dessert craves yearn for a perfect flavor and a unique sweet course. The evolution of ice-cream originated jack then during the second century B. C. It is known that Alexander the Great enjoyed i ce and snow with a tinge of added flavors of honey and nectar back then. Tastes. Ice cream mostly appreciated by the elites remained a rare and exotic dessert in today's context. Due to technological innovations such as steam power, mechanical refrigeration, homogeneity, electric motors and new freezing concepts and equipment ice-cream production has improvised.It has been identified in the United States that the total frozen dairy annual production is more than 1. 6 billion gallons due to the ongoing advancement in technologies. The concept of 320 Below was originated from United States. The process of rapid freezing provided by liquid nitrogen allows the making of endless combinations of ice-cream, sorbets, shakes, yoghurt which provides freshest desserts and quality to every patron. The Victorian†Queen of ice cream,† Agnes Marshall was the first to use the liquid nitrogen concept in the making of ice-cream over 100 years ago.The Intro facts on the usage of liquid nitr ogen has gained competitive advantage at large as patrons get to witness their frozen dessert being made from scratch and this creates a unique experience for them. Liquid nitrogen utilizes smaller ice crystals than a conventional freezing process and is 320 degrees below zero which creates a creamier and smoother dessert. At 320 Below, guests are given the opportunity to create inventive flavor combinations by recommending their suggested flavors to the experimental team. 20 Below must be able to identify the needs of the consumers presently and in the future in order to develop the right product for its consumers. The targeted consumers for 320 Below are dessert lovers across all ethnic and demographic groups. By targeting the right audience and understanding the demands of its nonusers, 320 Below will be able to achieve competitive advantage amongst its competitors. 7. 2 Pricing Strategy 320 Below had accomplished its vertical integration in achieving a price competitive advantag e through providing a unique concept and flavor with a wide range of products.Generally, existing customers tend to be less sensitive about pricing as compared to new customers. In order to achieve optimal profits and being able to be price competitive in the market, 320 Below may reduce its raw materials costs and the equipments usage in the making of the ice-cream. However, 320 Bellows mission s to deliver its products at its freshest and smoothest and its vision is to be the first in new creation and innovation in ensuring its products are fresh, smooth, tasty and clean at all times thus they will not compromise its cost for optimal profits.Its products have been priced with its overheads being taken into considerations. 320 Below has been consistent in providing excellent service and its efficiency has earned them positive testimonials, acknowledgements and referrals. The pricing of its products are worth the money as its high service and quality have managed to match up consume rs expectations. The price range for its products with various flavors ranges from $5-$10. And the they been ranked number 15 out of 6,938 restaurants in Singapore by Trapdoors and 30% of its customers are tourists who have been referred to from Trapdoors. . 3 Distribution and Logistics Bangkok, an emerging city, with a population of more than 14 million and Thailand the world as estimated in 2013. Tourism Authority of Thailand (TAT) predicts a decline of five percent of tourists visiting Bangkok if the protests continue in the first quarter of 2014 and this will affect the hotel occupancy rate in Bangkok too, which is expected to fall by 30 to 40 percent. The political unrest has been predicted to affect the tourism in Thailand which may be damaging for all enterprises too.Some popular tourist attractions and areas have been affected as tourists have difficulties accessing such places. Such affected areas include international hotels like Hyatt, Four Seasons and InterContinental an d even tourist attractions such as Ask, Silos and the Orthographic intersection. 320 Below must outline its strategies before entering the market in Bangkok as there may be chief players existing there. As 320 Below possess a unique concept in South East Sean region, it may plan its initial early stages of exploring its potential in Bangkok.However, due to the political instability, it should delay its intention of entering its market there until the situation diffuses. It has its advantage of being a first mover entrant in Bangkok as the liquid nitrogen ice-cream is not available there. It will not be feasible for the enterprise to enter through franchising mode of entry if the local players are too powerful and strong. 7. 4 Promotion and Advertising 7. 4. 1 Modes Of Advertising 20 Below is new in the market and they have to thrive to gain more exposure for it's branding and showcase their products through different modes of advertising.Its point of purchase advertising is through its product pictures as consumers find the pictures too tempting and eager to try it. They must be more active in marketing its products although the advertising team have been doing a wonderful Job in order to reach out to a bigger pool of consumers and target the right demographic group by utilizing the suggested advertisements in faceable. This will create brand awareness o consumers with interest in desserts who will be able to receive advertisements on their news feed faceable page based on their respective interests.This mode of advertisement through faceable will go viral faster as it will be able to target the right audience as new consumers and even reach a regional or national audience. However, such types of media is not cost effective for smaller enterprises although one can reach a colossal group of consumers. Besides having a faceable account and participated in trade fairs , it may seek help from its consumers to spread the brand around through word of mouth. Word of mouth is the best and fastest mode of advertisement.By providing an excellent service and experience to its consumers, the brand will speak for itself. By offering good products, customers will share with their families and friends on the ice cream and many of 320 Below customers are referrals. The organization is also ranked Top 15 in Trapdoors which constitutes about 30% of their customer base whom are tourists. By winning its customers hearts, they will keep coming back and start introducing to their friends and share 320 Below faceable page on their faceable. International Management The purpose of this report Is to present 320 Below Pet Ltd a business proposal to venture Into Bangkok, Thailand. A series of relevant questions pertaining to the Ice- cream parlous business and its future expansion into foreign markets are proposed here to identify business opportunities and risks. The F&B industry in Singapore and the company's structure has been studied in depth to gain a better understanding of the industry. 320 Below is a Singapore based company that sells fresh ice cream, sorbet and frozen yogurt.The enterprise's legal structure, its history, mission, vision, alls, objectives and the ownership structure are further analyzed. The products and services offerings of 320 Below are highlighted and supported with the customer profile and demand analysis by the usage of Porter's Five Forces analysis. Moving forward, the environmental factors on the host country business climate are carefully examined. Based on the findings, the unique usage of liquid nitrogen in makin g the Ice cream is favored at large.Strengths, weakness, opportunities and threats of 320 Below will be evaluated In depth by using the SOOT analysis. A comprehensive business strategy Is finalized and proposed comprising of mode of entry and identifying the Hypotheses national cultural dimensions as it ensures that the different strategies will be carefully studied. Vital components of the fps strategies, which constitutes of pricing strategy, distribution and logistics, promotion and advertising and production and service strategies are also discussed.This will be followed with financial reports and the planning of cost analysis, the projected profit and loss statement expected to derive. The management considerations Including personnel, business advisers and contingency plans to be undertaken have been determined. Finally, recommendation will be presented to 320 Below based on the chances of success rate, which will influence its decision making to venture into foreign markets l ike Bangkok. 2. Introduction Being the first mover entrant, 320 Below Private Limited (Pet Ltd) first launched the unprecedented concept of freezing ice-cream using liquid nitrogen In Singapore.This unique Innovation has speed up the Ice-cream making process, thus enabling 320 Below to experiment with a wide variety of ice-cream flavors in the shortest time compared to traditional ice-cream making at large. The founder and Managing Director of 320 Below, Miss Lillian Nag is currently heading its business operations and business strategy for the gourmet ice-cream parlous. With the support of Miss Nag, our team kept in touch with her through numerous email correspondence to collect valuable information about 320 Below.This has provided our team with vital and useful findings which has facilitated us In preparing this business proposal. These justifications has indeed given us many insights in the ice-cream parlous business and helped us to draft out the necessary marketing tools that has helped to advertise the company. 3. Industry Business Description restaurants, fast food outlets, food caterers and others segment. In the â€Å"Others† segment, it generally refers to the different types of F establishments ranging from cafes, bars, food courts, pubs to coffee house.In 2012, Singapore F industry has substantially increased and generated approximately SAG 1 1. 98 billions in revenues, which is equivalent to 3. 5% of the country gross domestic product (GAP). According to Singapore Department of Statistics (2013), the year of 2012 has witnessed an increase of 3. 2% of new F establishment opening in Singapore. The total number of F establishment has significantly increase from 6,464 to 6,668 and is a good sign that the industry is expanding. With a population of over 5. Million, Singapore is ranked one of the highest food consumption country in Southeast Asia. In Singapore, eating is considered a national pastime, where people are willing to queue up for hal f an hour to over an hour for their favorite food. The majority of Singapore population's love for good food and their willingness to food hunt around the island display their passion and attitude towards eating. Within the social circles, it is viewed as an status leveler or status builder if you can recommend a particular place that serves great food to your friends or families.Being able to do immediately brings up your personal reputation (Wang 2006). The increasing affluent middle class and the rise in their disposable income has also fuelled the growth of the F&B industry. This group of affluent Singapore who are well-traveled are often attracted by what they see and experience during their holiday trips. Therefore, when these F&B establishments opened in Singapore, they would gladly patronize them. This has definitely spurred the demands of overseas food and produce (Rehearing's 2013).In addition, growing tourism activities in Singapore from overseas visitors have also suppor ted the growth of these F establishments. The future of the F industry in Singapore looks promising and is projected to growth in healthy levels due to its per capita consumption growth. 4. Company Description 4. 1 Type of Business Founded in October 2012, 320 Below Pet Ltd is a Singapore-based ice cream parlor that specializes in making fresh premium ice-cream, sorbet and frozen yoghurt purely from using natural ingredients. The company falls into the category of lifestyle cafes in Singapore F industry. 20 Below prides itself in delivering a unique ice- cream eating experience for customers to mingle and hang out with their friends and families. 320 Below is the early pioneer in Singapore to launch the concept of freezing ice cream by using liquid nitrogen. This unique and innovative ice-cream making process has revolutionized how ice cream is traditionally prepared and consumed. This interesting concept has also introduced an unique cafe experience, where customers can walk-in to choose from a wide variety of specially created ice- ream flavors that are freshly churned out on the spot from the mixing bowl. 20 Below Pet Ltd started its ice cream parlor business as a Limited Liability company (LLC), which is commonly known as Private Limited company. The company is registered under Singapore laws and tax regulations. Under the legal structure of a LLC, 320 Below intends to separate its legal entity from their owners and shareholders. By doing so, their business obligations only strictly remain within the legal entity itself and shareholders are excluded from any legal liability in their personal capacity. 20 Below also enjoy various legal and tax benefits as a LLC.For example, 320 Below is exempted from paying taxes during the first three years of incorporation for the first SAG $100,000 profits that they make every year. The corporate tax rate in Singapore is very attractive, which stood at below 9% for profits up to SAG $300,000 and capped at 17% for profits exceeding SAG $300,000. In addition, Singapore single-tier tax policy implemented across all corporation means that 320 Below will only be taxed once at corporate level. In the event of any dividends payout to their shareholders, they will not be tax again. 0 Below also benefited from the ease of raising capital for new venture or business expansion in the future. As a LLC, 320 Below will find it easier to get business financing from financial institutes, such as banks, and also raising capital through adding equity partners or investors. 4. 3 320 Below History, Mission, Goals & Objectives The brand name â€Å"320 Below' came about when the founder Allan Nag discovered that liquid nitrogen actually boils at minus 320 degree Fahrenheit (OF) and she decided to name after it. Lillian Nag, the founder and managing director of 320 Below has a passion and loves creating quality ice-cream.She believes in making ice cream that are low in sugar and do not contain artificial emulsifier, sta bilizer and preservative. During the early beginnings, Miss Nag experimented in creating numerous unique tasty ice-cream flavors from her home. Over a period of time, she had created and perfected numerous ice-cream recipes that have received good reviews from friends and family members. The idea of freezing ice-cream came about one day when she was doing online researches about ice cream making and found out about using liquid nitrogen to produces fresh creamy ice-cream, without paving icy crystals that can affects the taste pleasure.After mastering the ice-cream making process, Miss Nag decided to venture in the ice cream parlor business. 320 Bellows vision is to become the first-mover in new creation and innovation to ensure their products are always fresh, smooth, tasty and clean. Their mission is to ensure that their ice cream, sorbet and frozen yogurt are of the highest quality, smooth and tasty. 320 Below also endeavor to deliver exceptional customer service to their customer s in a clean, fun and relaxing environment to hang out. 4. Ownership Structure 20 Below currently have two outlets in Singapore, which is the Mackenzie Road main shop located near the city area and the Tympanis One branch, a neighborhood area in the eastern part of Singapore. The ownership structure of 320 Below consists of 3 Below employs a manager who takes charge of the daily operations in the Tympanis One branch and Miss Nag is in charge of the Mackenzie Road main shop. The manager at Tympanis One reports directly to Miss Nag pertaining any operations issues. At any time, each outlet hire at least two temporary staffs to service customers at the ice cream parlous.Miss Nag is also in charge of the marketing and production aspects of 320 Below. Her manager handles the financial accounting and human resources for both the outlets. 5. Product/ Service Factors 5. 1 Product/ Service Analysis 320 Below is the unprecedented ice cream shop that uses liquid nitrogen for their ice cream ma king process. As such, they have an advantage of offering new and interesting products to their customers in the F&B industry. They are not Just ice cream sellers but they also offer a wide range of products like frozen yoghurt and sorbets that are freshly made on the spot after customers have placed their orders.This kind of service are very rare in the Singapore market as traditionally ice cream are made in advanced and stored for later consumption in ice cream parlors or they can be conveniently bought in all supermarkets or convenience stores. 320 Bellows flagship main store at Mackenzie Road offers a unique experience of enjoying ice cream, which not other places in Singapore offers. The location of their ice cream parlor are conveniently located near city area and offer ample parking space for individuals or families who wish to patronize them. Next their shop is nicely decorated with a colorful theme that attracts passer by and want to come in.Students and teenagers are also attracted to 320 Below shop because they enjoy hanging out with their friends due to its cozy and comfortable environment it gives to their customers. 5. 2 Customer Profile/ Demand Analysis Thailand is a country with a hot climate for most parts of the year. It is common for people to seek out cooling food items to manage the heat and ice cream happens to be one of the highly sought after food items consumed. In Bangkok, the weather records a hotter temperature being an urban area with less greenery to cool the surroundings compared to other parts of Thailand.Therefore, the demand tends to be higher compared to other parts of Thailand. Other ice cream brands have been successful in Bangkok with constant demands from ice cream lovers. Thailand is ranked at 13th place, with 1. 5 litter of ice cream consumption per capita each year (Ice cream consumption 2013), Just 2 places behind Singapore. The consumer market for ice cream in Bangkok consists mainly of This who are in the working cl ass of age 25 – 40 and tourists who visit the kingdom for holidays. These groups of people generally look for uniqueness in the products they purchase.Thus, he technology of using liquid nitrogen to create ice cream instantly will attract their attention and given their access to education and the internet, they will better appreciate the ice cream making process of 320 Below. As ice cream brands that able to capture the attention of potential consumers in Bangkok and attract them to patronize the ice cream parlor. 5. 3 Porter's Five Forces Analysis 5. 3. 1 Bargaining power of suppliers (High) Liquid nitrogen is not only used in the ice cream making process but also for other food processing such as bakery in the Food & Beverage (F&B) Industry.As such, appliers may choose to supply to other food processing brands, which require a larger quantity of liquid nitrogen compared to 320 Below. Similarly, suppliers of other equipment in general required by 320 Below for its ice cream outlet operations have a bigger pool of customers in the similar business to choose from to create business ties. 5. 3. 2 Bargaining power of customers (Low) Customers are unable to make vast comparisons as brands offering the same product as 320 Below is relatively new in Bangkok. Furthermore, the Bangkok market is relatively new to this ice cream making process using liquid nitrogen to churn out CE cream.The lack of knowledge of the product further weakens their bargaining power. 5. 3. 3 Threat of new entrants (Low) There are very few ice cream outlets established in Bangkok that use the liquid nitrogen technology to produce their ice cream. Moreover, the frequency of new ice cream brands opening an outlet in Bangkok is low. Given the fact that Thailand is still a developing country and poses the risks of political unrest, other ice cream brands with similar technology might be hesitant to venture into the Thai market. Therefore, the threat of new entrants is low for ice cream br ands in Bangkok. 3. 4 Threat of substitute products (High) Ice cream is a product that has constant demand in Bangkok given the hot climate and relatively strong demand from consumers. Therefore, there are numerous brands that provide the similar primary product with Just slight variations. The price range of 320 Below is relatively higher than the average ice cream pricing due to the running costs involving the technology that is used. Consumers may be unwilling to pay for a higher price for their ice cream and may favor other ice cream brands that are much cheaper but not necessarily of higher quality.Others may look for other alternatives such as local cold desserts to replace eating ice cream. Therefore, the threat of substitute products is high in Bangkok. 5. 3. 5 Competitive rivalry within the industry (Low) The idea of using liquid nitrogen in the ice cream making process is still very new in Bangkok. According to research, there is currently one ice cream brand that adopted competitor that produces ice cream in a similar process. However, due to its huge demographic and population in Bangkok there is room for competition in the market. 6. Environmental Factors 6. Host Country Business Climate 20 Below was the first to introduce liquid nitrogen ice cream. It was quite a success for them as a lot of people are curious and wanted to try how does these ice creams taste like. Soon another competitor Just Like It came along. It create a buzz in the F&B industry as it invest in their marketing and advertising campaign. In order to expand their area of revenues income, 320 Below has began doing market survey and research to consider and plan their expansion. Either they open up another outlet to compete with their competitors or they can venture oversea to open their first shop overseas.In London and Hong Kong, there are already shops that sells liquid nitrogen ice cream. Thus venturing into these two countries are not advisable. The best two options are Thail and, Bangkok or Vietnam. 6. 2 SOOT Analysts of 320 Below Strength The strength of 320 Below lies in their Research and Development team and strong support from their management. The R&D are always encourage to develop new products and to cater to the demands of the Singapore market. Being able to understand the Singapore market makes 320 Below easier to target at their range of customers.The vertical integration have given 320 Below an advantage in the arrest. Lastly, the financial status of 320 Below are healthy and they are not in debts. Weakness The operating costs for the operations in Singapore have been increasing lately. This is due to the inflation of the market in Singapore. Also they are facing manpower issues. Even though it is still manageable, but still its difficult to find young service staff to be committed and loyal to the company. Most of the services staff are students working on a temporary basis and they do not tend to stay long in the Job. Opportunities opportu nities.To open their shops in Asia countries and to introduce their underfed products to the local people there. This can create more awareness and increase their market shares. Threats With the recent riots and social unrest in Bangkok, 320 Below will have to be very careful in their planning and execution of their shop opening. The economy in Thailand has fairly been affected by the power struggle between within the government parties. A possible delay in carrying out their plan might be necessary if the situation there worsen. Second, if the pricing of their ice cream is expensive, the local This might not patronize them and avoid eating it. . Government Constraints/ Incentives The Thai government has been having political uncertainties since 2010 surrounding their former prime minister and the current one. The former Prime Minister Taking Sinatra has been over thrown in a military coup in 2010. His sister was elected as the new Prime Minister for Thailand. At the end of 2013, hi s sister Youngling Sinatra has tried to pass on a bill, which could lead to allowing Taking to return to Thailand, Bangkok. This has caused uproar of protests among the Thai population. This was enough to lead to the recent demonstrations by the citizens in centralBangkok. Shops are still open for business even though protests and demonstrations are ongoing. But somehow, their business will still be affected. This feud between the anti government and the prime minister of Thailand will be ongoing for a long period. Travelers have been warned about traveling to Thailand and to avoid these affected areas. 6. 4 Laws/ Regulations/ Administrative Practices Thailand has a long history of corruption, bribery, extortion, leak of insider information used in securing lands, business deals, etc. This has created negative media publicity for the country.Organizations who want to venture into Thailand will have to seriously consider it before shifting in funds from overseas for investments. Ther efore, It is prudent to have the government support in our expansion plans. We also need to know and abide to their local employment laws and regulations. It is almost similar to our Singapore employment regulations except for some slight differences. For example, there are no limitations on the number of days for medical leave. Companies are to set up the Employee Welfare Fund and contributions are made from both employer and employee.These funds will be used to compensate employees who have resigned, laid off or suffer serious injuries during their service with the company. 7. Business Strategies organizational structure in order for organizations to be successful. Bangkok regulation on the food and beverage industry welcomes foreign investment. The threat in competition for the food and beverage sector is overwhelming and could result in high operation cost. If it franchises out its chain in Bangkok or Joint venture with a local, the organization may experience a communication ba rrier as the locals mostly speak Thai and know minimum English.As a new entrant in Bangkok as a franchiser as an option, 320 Below may face potential challenges such as having difficulties in obtaining the appropriate approval and permits from the respective authorities. Unnecessary expenses might incur during the process and might lead to higher cost. Due to cultural differences and language barrier, this could also result in misunderstanding, leading to conflicts when dealing with the respective stakeholders in the sector, as they may be amateurs to the business. The proposed mode of entry for 320 Below is franchising in Bangkok, with a few considerations to be analyzed.Egger Hefted 320 Below must identify the Hypotheses national cultural dimensions as one of the key factors before proposing and venturing in Bangkok as identifying the cultural differences amongst the neighboring countries are an added advantage. In determining the Hefted nation culture, he identified five dimensio ns, which comprise of power distance, individualism, Masculinity/Femininity, uncertainty avoidance and long-term orientation. 320 Below identified the potential of individualism and long-term orientation as their top priorities in venturing into Bangkok.The company is keen to review individualism ND long-term orientation as part of their daily operations in generating growth with the support and directions from the top management. Figure 1 : Hypotheses Model Country Comparison As a comparison amongst the three countries and Singapore, Bangkok shows the highest significant similarities of what Singapore adopts. fps Strategy 7. 1 Product/ Service Positioning Every individual has a sweet tooth whether for breakfast, teatime, after a meal or anytime of the day when one desires for dessert.Every dessert craves yearn for a perfect flavor and a unique sweet course. The evolution of ice-cream originated jack then during the second century B. C. It is known that Alexander the Great enjoyed i ce and snow with a tinge of added flavors of honey and nectar back then. Tastes. Ice cream mostly appreciated by the elites remained a rare and exotic dessert in today's context. Due to technological innovations such as steam power, mechanical refrigeration, homogeneity, electric motors and new freezing concepts and equipment ice-cream production has improvised.It has been identified in the United States that the total frozen dairy annual production is more than 1. 6 billion gallons due to the ongoing advancement in technologies. The concept of 320 Below was originated from United States. The process of rapid freezing provided by liquid nitrogen allows the making of endless combinations of ice-cream, sorbets, shakes, yoghurt which provides freshest desserts and quality to every patron. The Victorian†Queen of ice cream,† Agnes Marshall was the first to use the liquid nitrogen concept in the making of ice-cream over 100 years ago.The Intro facts on the usage of liquid nitr ogen has gained competitive advantage at large as patrons get to witness their frozen dessert being made from scratch and this creates a unique experience for them. Liquid nitrogen utilizes smaller ice crystals than a conventional freezing process and is 320 degrees below zero which creates a creamier and smoother dessert. At 320 Below, guests are given the opportunity to create inventive flavor combinations by recommending their suggested flavors to the experimental team. 20 Below must be able to identify the needs of the consumers presently and in the future in order to develop the right product for its consumers. The targeted consumers for 320 Below are dessert lovers across all ethnic and demographic groups. By targeting the right audience and understanding the demands of its nonusers, 320 Below will be able to achieve competitive advantage amongst its competitors. 7. 2 Pricing Strategy 320 Below had accomplished its vertical integration in achieving a price competitive advantag e through providing a unique concept and flavor with a wide range of products.Generally, existing customers tend to be less sensitive about pricing as compared to new customers. In order to achieve optimal profits and being able to be price competitive in the market, 320 Below may reduce its raw materials costs and the equipments usage in the making of the ice-cream. However, 320 Bellows mission s to deliver its products at its freshest and smoothest and its vision is to be the first in new creation and innovation in ensuring its products are fresh, smooth, tasty and clean at all times thus they will not compromise its cost for optimal profits.Its products have been priced with its overheads being taken into considerations. 320 Below has been consistent in providing excellent service and its efficiency has earned them positive testimonials, acknowledgements and referrals. The pricing of its products are worth the money as its high service and quality have managed to match up consume rs expectations. The price range for its products with various flavors ranges from $5-$10. And the they been ranked number 15 out of 6,938 restaurants in Singapore by Trapdoors and 30% of its customers are tourists who have been referred to from Trapdoors. . 3 Distribution and Logistics Bangkok, an emerging city, with a population of more than 14 million and Thailand the world as estimated in 2013. Tourism Authority of Thailand (TAT) predicts a decline of five percent of tourists visiting Bangkok if the protests continue in the first quarter of 2014 and this will affect the hotel occupancy rate in Bangkok too, which is expected to fall by 30 to 40 percent. The political unrest has been predicted to affect the tourism in Thailand which may be damaging for all enterprises too.Some popular tourist attractions and areas have been affected as tourists have difficulties accessing such places. Such affected areas include international hotels like Hyatt, Four Seasons and InterContinental an d even tourist attractions such as Ask, Silos and the Orthographic intersection. 320 Below must outline its strategies before entering the market in Bangkok as there may be chief players existing there. As 320 Below possess a unique concept in South East Sean region, it may plan its initial early stages of exploring its potential in Bangkok.However, due to the political instability, it should delay its intention of entering its market there until the situation diffuses. It has its advantage of being a first mover entrant in Bangkok as the liquid nitrogen ice-cream is not available there. It will not be feasible for the enterprise to enter through franchising mode of entry if the local players are too powerful and strong. 7. 4 Promotion and Advertising 7. 4. 1 Modes Of Advertising 20 Below is new in the market and they have to thrive to gain more exposure for it's branding and showcase their products through different modes of advertising.Its point of purchase advertising is through its product pictures as consumers find the pictures too tempting and eager to try it. They must be more active in marketing its products although the advertising team have been doing a wonderful Job in order to reach out to a bigger pool of consumers and target the right demographic group by utilizing the suggested advertisements in faceable. This will create brand awareness o consumers with interest in desserts who will be able to receive advertisements on their news feed faceable page based on their respective interests.This mode of advertisement through faceable will go viral faster as it will be able to target the right audience as new consumers and even reach a regional or national audience. However, such types of media is not cost effective for smaller enterprises although one can reach a colossal group of consumers. Besides having a faceable account and participated in trade fairs , it may seek help from its consumers to spread the brand around through word of mouth. Word of mouth is the best and fastest mode of advertisement.By providing an excellent service and experience to its consumers, the brand will speak for itself. By offering good products, customers will share with their families and friends on the ice cream and many of 320 Below customers are referrals. The organization is also ranked Top 15 in Trapdoors which constitutes about 30% of their customer base whom are tourists. By winning its customers hearts, they will keep coming back and start introducing to their friends and share 320 Below faceable page on their faceable.

Ikea Swot Analysis

KStrengths 1. Supply chain strategies. 1. 1. Packaging concept. The flat packaging is known of its IKEA which is very effective for transporting products because more products can be shipped at the same time. Consequently, transportation cost will be cheaper. Furthermore, the flat packaging reduces some materials usage. However, it has some weak areas to work on such as protection and unitization. 1. 2. New unit load carrier. IKEA has created new carrier which is called â€Å"Loading ledge†, is a flexible unit load carrier.It can save money as a part of total logistic solution and also make the transport be more volume. The loading ledge has been used for two years within IKEA’s supply chain and the result has satisfied for IKEA because it can reduce damages in good processes. 1. 3. Direct delivery. IKEA’s products are delivered directly from supplier to different stores because this is the cheapest way for distribution. Furthermore, it can decrease the transport ation distance and lower carbon release. In term of process, the goods do not transport to distribution center because it can be directly to stores.This process is very efficiency and special one. So, they can save the cost of one time transport. Figure 1 Direct delivery distribution. 1. 4 Sustainable relationships. IKEA focuses on long-term supplier relationship. IKEA usually buy a large volume for a plenty of years. As a result, they can negotiate at low price. Moreover, the suppliers also gain advantages because their products are guaranteed ordering. 2. IKEA’s culture and concept. 2. 1. Powerful worldwide company. IKEA has strong global brand and concept which is guaranteed good quality at lower price. . 2. IKEA’s vision IKEA notes their goal that â€Å"to create a better everyday life for many people†. 3. Environmental perspectives. 3. 1. Green process. IKEA uses materials that are environmentally friendly. For example, renewable materials, recycling waste products, etc. 3. 2. New technology. Using new technology to reduce the amount of raw material needed. 3. 3 Effective transportation. IKEA transports their products by using rail and sea as much as possible to reduce the impact on environment. Opportunities 1. Environmentally business.IKEA believes that â€Å"environmentally focused business conduct will results in good return even in a price sensitive market†. Nowadays, consumers demand in green products is continue to increase. 2. Low price products. IKEA depends on the low-cost manufacturing countries as China and India. This is provided IKEA’s products to be cheaper. Moreover, customer’s demand of low price products is higher because the serious current financial issues. 3. Working on sustainability This is the main part of IKEA brand. This statement can be supported by: 3. 1. RelationshipBuilding relationship and good communication with stakeholders, consumers, and co-workers are IKEA’s concept. 3. 2 . Cooperate social responsibility. IKEA participate in social responsibility this include to be supporter for many charities. 3. 3 Online website. IKEA provides online tips and ideas for sustainable life at home. 3. 4 Environment IKEA uses sustainable resources, renewable energy, reducing water use, and green transportation. Weaknesses 1. IKEA size. The big size of IKEA’s business is hard to control quality and standards. For example, quality of product is concern in some regions. . Inconvenience located. The flagship stores are located far away from the city center; as a consequence, consumers have to travel a long distance to get to the stores. Moreover, they also have to collect a large in convenience packages to take them home. 3. Diverse market. The difference tastes of consumers in different regions. IKEA has many stores in different region. So, they have to adapt the style of products in order to satisfy each region consumers. Threats 1. Competitors. The growth of comp etitors, they can enter the low cost household and furnishers markets.Furthermore, they act like IKEA’s style which is the model of low cost products and flat packaging. 1. 1 Offering services. A better services offering from competitors. For instance, they offer home delivery, free installation, etc. 1. 2 More products. The larger suppliers such as Tesco and Walmart, they do not sell only home furniture, also offer electronics, groceries, etc. 2. Economic situation. The target group of IKEA is consumers with limited financial income. Therefore, this economic situation will impact and influence IKEA’s business due to a slow down consumer spending and income reduces.IKEA’s SWOT analysis| Strengths| Weaknesses| 1. Supply chain strategies. 2. IKEA’s culture and concept. 3. Environmental perspectives. | 1. IKEA size. 2. Inconvenience located. 3. Diverse market. | Opportunities| Threats| 1. Environmentally business. 2. Low price products. 3. Working on sustain ability. | 1. Competitors. 2. Economic situation. | Gap analysis Next 0-3 years Present Issue| Aspect| ? A weak online support. – IKEA lack of online purchasing options. It forces customers to go to stores. This probably causes losing some profits due to inconvenience located of some stores.?Do It Yourself – The target group of IKEA may require convenience installation. IKEA does not provide this point. Sometimes IKEA has overlooked their customers.? Using the new unit load carrier takes longer time than traditional one.? Due to increasing material flows, DC needs the effective solutions to handle it.? The distribution will increase in IKEA supply chain.? Over stock.? A lack of innovation of products? The highly flow of visitors which cause a long queues to check out. This is due to a lack of manpower. | ? Developing the online stores to compete with its competitors.Also, increasing online purchase by a space simulator.? The IKEA competitors, they offer delivery produc ts and free installation with good ability technicians. IKEA will provide immediate purchase and take home, and offer service but allows customers make their own decisions.? Providing information and knowledge of the new unit load carrier is very important to use it efficiently. It is also decreasing a damage and waste of products.? A great handled can reduce effect at DC by using, for example automatic picking.? Balance supply chain by using supported software and better management.?Hiring new generations staffs which are diverse of personalities. Consequently, they can create some new innovated products.? IKEA uses Beonic’s  tra? c insight  visitor flow system to ensure its checkout never short staffs. | The times 100 business case studies, viewed 13 Aug 2012, http://businesscasestudies. co. uk/ikea/ Jonsson A. and Mathiasen B. , 2004, Consequences of the implementation of the Loading Ledge, Lund Institute of Technology Mehnaz S. , Case analysis IKEA, viewed 13 Aug 2012 http://www. scribd. com/doc/59951004/Case-Analysis-IKEA

Sustainable Development and Agenda 21 Essay Example | Topics and Well Written Essays - 1000 words

Sustainable Development and Agenda 21 - Essay Example The paper below will focus on the various elements of sustainability that were discussed in Agenda 21 and their application via a country profiling. The global commission on the environment was introduced by the United Nations so as to provide a global agenda for change in terms of sustainable development. It was vital to address this issue as this has significant implications for the future of the world. Prevention of poverty and safeguarding the environment is part of the review. Two concepts can be gathered pertaining to sustainable development. These are the concept of needs and the concept of policymaking regarding the environment’s capacity to address the future and current needs. The needs in question are the needs to comprehend political, social, technological and cultural components of the global system (Sitarz, 2004). Several crucial areas can be picked from the proceedings of the Agenda. An important area that is covered in the Agenda is sustainable human settlement development. This is discussed in chapter seven of the Agenda. It is concerned with ensuring adequate shelter for all despite increasing rate of development. There is also focus on the need for reviving growth so as to cater for food and water, in addition to energy needs, to cater for the increase in human settlement. Another key area that is addressed is the need for improved and sustainable sanitation in terms of pollution minimization and the promotion of environmental infrastructure. Re-orientation of technology is also a paramount issue when it comes to sustainable development. So as to offset all this, there is a need for collaboration between economic and environmental decisions (Sitarz, 2008). The report points out how the future of the world can be secured through sustainable developments in various key fields. The report points out that the world cannot exist without development. However, these developments need to have the elements of sustainability  so as to preserve the integrity of the planet.

Green Building Materials Term Paper Example | Topics and Well Written Essays - 1250 words

Green Building Materials - Term Paper Example A green building utilizes resource like energy, water, land, materials etc more efficiently than traditional buildings. Moreover, a special emphasis is given in ensuring occupant health and in reducing wastage and environmental degradation. The resources like recycled materials, renewable resources, salvaged building materials, some durable materials etc come under the green building materials. Today, billions of tons of raw materials are used for the construction activities every year, and that has resulted in extensive depletion of non renewable natural resources throughout the world. In this regard, renewable green building materials have become a necessity in conserving the declining non-renewable resources. According to Howe and Gerald (2010, p. 232), in traditional construction, a large amount of construction and demolition (C&D) wastes are getting disposed in the landfills every day. In green building practices, salvaged or recycled materials are used which contribute in bette r waste management. Some of the traditional building materials produce toxic chemicals which are harmful to human health. There is also massive carbon foot print production during various construction and operation process within the buildings. The use of green building materials in construction can maximize efficiency and minimize wastage, and it offers a healthy place to live with less impact on environment. Green building materials have several advantages that make them more favourable to be used in construction than the traditional building materials. To be specific, green building materials are of low cost, environmentally friendly, and safe in several respects. To begin with, when compared to traditional building materials, green building materials offer several financial benefits. Construction of green building does not necessarily need to be expensive. Some of the green products are available at a cost less than or equal to that of traditional