Rhetorical Analysis Of A Professional Document - 1667 Words

RHETORICAL ANALYSIS OF A PROFESSIONAL DOCUMENT Introduction In reference to the 100A assignment sheet for the rhetorical analysis, a rhetorical analysis is a written work that focuses on analyzing and understanding a published article. In this assignment, students will get opportunities to develop their writing and improve deep analytic skills to identifying rhetorical strategies that writers will use to achieve the purpose of a well-written document. The audience for this analytical paper will be my classmates, professor, and the committee members of the 100A. To begin with, rhetorical strategies are techniques which writers use in their article to assert and persuade the audience about a specific point. These techniques can include narratives, descriptive, and cause and effect. Using these strategies, a writer is able to introduce the topic and provide examples in order to achieve their purpose, which could be a variety of different things. In the following rhetorical analysis, I will analyze â€Å"Cloud Computing for Increased Business Value† by Abdulaziz Alijabre. Alijabre received his Doctorate degree in Computer Science and Engineering from the University of Bridgeford and is currently a CEO of System security solution company. Alijabre has written numerous articles and â€Å"Cloud Computing for Increased Business Value† was written in January 2012. This article gives a perception of how using cloud computing can be beneficial and yet create obstacles in business. TheShow MoreRelatedRhetorical Analysis : Oregon Fish And Wildlife Commission1072 Words   |  5 PagesGeneral For this Rhetorical Analysis assignment, I have reviewed two documents, one from John Vucetich, a Professor of Wildlife at Michigan Technical University and one from Adrian Treves, an Associate Professor of Environmental Studies at The University of Wisconsin. 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The Sexualization Of Female Youth - 1776 Words

Parents can contribute to the sexualization of their daughters as well. For instance, there are parents that purchase or allow their daughters to wear sexually provocative clothing. In addition, to allowing their daughters to wear sexually provocative clothing, some parents will pay for their daughter to get plastic surgery, some of which include breast augmentation and nose jobs. The APA states that in 2006 the American Society of Plastic Surgeons reported that they performed close to 80,000 surgeries on teenagers younger than 19 years of age, the previous year (15). One can only assume that the teenagers that get plastic surgery have their parents’ approval because insurance does not cover the costs of cosmetic surgery. However, the†¦show more content†¦Additionally, there are parents that enroll their toddler daughters in beauty pageants that encourage the young girls to act flirty to win votes. Breslin continues her article by referencing TLC network reality ser ies Toddlers and Tiaras. The reality series records young girls in beauty pageants wearing makeup, false eyelashes, and high heels while dressed to look like adult women. One episode features a young girl wearing fake breasts and padded rear-end to resemble like Dolly Parton. Meanwhile, her competitor is dressed to resemble the prostitute character from the movie Pretty Woman (Breslin 14). In her article, Christine Tamer discusses â€Å"glitz† beauty pageants from the US (87). According to Tamer, the popularity of the U.S. glitz beauty pageants and their potential to expand worldwide raises concerns among foreign countries because it could lead to pedophilia (87). Additionally, Tamer argues that there is evidence to suggest that parents are doing their children a disservice by putting them in beauty pageants (101). Lastly, Tamer claims that parents are risking the chance of causing both psychological and physical harm to their daughter(s) by allowing them to participate in beauty pageants (101). In conclusion, if parents continue to contribute to the sexualization of girls by purchasing provocative items for their daughters, paying for their daughters to get plastic surgery, and/or enrolling their daughters in beauty pageants parents are endangering

Perception On Starbucks Experience Economy -Myassignmenthelp.Com

Question: Discuss About The Perception On Starbucks Experience Economy? Answer: Introduction Currently, every individual is involved in the purchasing and utilization procedure of the products and services in the market. The term consumer behavior can be defined as the actions taken by consumers who are engaged in the product purchasing or consuming in the market. It basically includes mental as well as physical procedures. In other words, consumer behavior can be described as the decisions of the customers like buying, utilization and dispose of the products or services offered by various companies. It is essential for the companies to recognize the behavior of the customers which is helpful in implementing various strategies to penetrate the market (Mooradian, Matzler Ring, 2012). Understanding consumer behavior is also helpful in solving the queries of the customers while purchasing the products. There are some factors affecting the buying behavior of the customers. Those factors are attitude, motivation, perception, lifestyle, learning and roles. These factors have sign ificant impact on the buying decisions of the customers (Schiffman, Kanuk Hansen, 2012). The objective of this report is to identify two factors of consumer behavior which impact the decision of the customers while purchasing the products or services. Along with this, objective of the report is to implement those individual factors in the selected company in order to enhance the marketing tactics. Company The objective of this report is to observe and examine the impact of various inner aspects of customers on the purchasing and utilization actions for the particular products and services. For the discussion in the report, well-known coffee manufacturing company Starbucks is selected. The report focuses how Starbucks uses internal factors of the customers in order to target them in the market. Starbucks identifies the consumer behavior factors for achieving high customer base in the operating market (Krikorian, 2014). In order to understand the thinking and perception of the customers, it is important to understand their buying behavior. Customers always have a choice while consuming coffee as they have option of selecting regular, large or extra large cup of coffee. Starbucks is famous coffee provider company in all over the world. This is largest coffee producing company in Australia also. The customers always enjoy high quality coffee products along with smoothing atmosphere of the company (Hajarrahmah, 2011). Product In the product range of Starbucks, company has quality coffee along with pastries and other confectionary products. Company has also introduced Trenta cup of coffee in order to provide more value and quality to the customers. Starbucks basically provides two types of products i.e. Coffee and Tea and Ready-to-drink. Along with this, company also provides fresh food including baked pastries, salads, sandwiches, fruit cups and yoghurt parfaits etc (Starbucks Corporation, 2017). Consumers This report analyzes the buying and consumption behavior of Australians towards coffee products provided by Starbucks. There are various psychological products which impact on the consumer decision making process i.e. understanding the needs of the customers, selecting various alternatives, making final decision for the products and services etc. The products of Starbucks in Australia will specifically target at young people. The target market is chosen according to current market situation in Australia including all the business experts in all over the region including youth. In terms of demographics, the target consumers for coffee related products would include young business people in the age group from 21 years to 40 years. In the whole working day, coffee is the basic need and by targeting young professionals, company will be able to achieve higher level of sales and growth. In the psychographic targeting, the target market will include those customers who prefer expresso coffee. Discussion and analysis: Motivation and consumer needs Motivation and customers need of the customers are related to each other. It is observed that individual has some needs in daily life. Customers have diverse and unique wants and requirements so, it is crucial for the companies to recognize the requirements of the consumers and satisfy them by the unique products and services. The motivation factor of consumer behavior can be described as the driving factor to satisfy the desires and requirements of the consumers by providing quality products. In simple words, motivation is the driven force that pushes the individuals to action. Motivation is the objective oriented behavior according to various theories. Various literatures have provided different theories and models of motivational process of individuals (D'Souza, 2010). Literature review It is well known that buying behavior of the customers push them towards the specific products and services in the market. Their inner motivational factors impact their behavior for the particular product or service. Motivation is the internal striving condition of the consumers including wishes, desires, needs and drives. Customers buy the products based on some economic or mental forces that can satisfy their wants and desires. There are many theories and models related to motivation that shows the role and importance of motivation in the consumer buying process. Most famous theory of motivation is Maslow Hierarchy of needs that is based on different motivation training exercises. There are different types of needs of each individual. Those needs of the customers are described below: Psychological and Biological needs- These are the basic needs of individuals including hunger, thirst, sleep etc. These are the essential needs of individuals and no other need has importance until these needs are not fulfilled. Under this need, clothes, foods and shelter are most important. Safety needs- Individuals needs protection for various hazards and this need comes under safety needs. People want safety from various accidents in terms of family stability and financial security. These needs are for financial and social rather than physical safety (Michael, 2013). Need for belongingness- This is the need to establish various relations in the society. This includes religious organizations, family associations and clubs. These needs are based on group acceptance, affiliation and identification. Esteem needs- self and esteem needs are the other needs of the society. Individual gets self-confidence while fulfilling these needs. Esteem needs are related to the feelings of accomplishment and usefulness. Self-actualization needs- This is the highest level of need of individual. The self-actualization need is related to identifying the potentials and attaining them. In other words, this need is related to achieving maximum needs by people in the society. There are more theories of motivation provided by more researchers that explains the relevance of motivation in the purchasing procedure of the customers. Those theories are Gestalt theory, cognitive theory and psychoanalytic theory. Based on the mentioned theories, customers with the motivation factor are capable to take proper decision about purchasing the products and services. Motivation is the kind of need which is crucial to satisfy the consumers by the desired product or service. The intensity of motivation impacts on the purchasing actions of the consumers. Motivation is directly linked with the various needs of the consumers. The buying motivation of the consumers is effective in enhancing the transactions and inspiring the consumers to buy the products and services. Application in company Motivation is the important factor in order to decide the market tactic for the particular product i.e. coffee at Starbucks. There are many consumers who are obviously inspired for drinking coffee and evaluating the charges of coffee with other companies. Each individual is affected or inspired by different perceptions. Consumers are inspired and motivated for drinking coffee because their relatives and friends are consuming coffee also. For the product of Starbucks i.e. Trenta Cup of coffee, effective marketing tactics have crucial role in the buying process of consumer based on attitude and motivation of the consumers (Ferrell Hartline, 2011). There is need of sense of urgency in the promotional actions with innovative coupons and discounts. Further, by providing offers and discounts to the customers, these types of programs allow the customers to use credit card of Starbucks so that they can avail cash back and redeem their reward points while purchasing coffee. By this tactic, c ustomers are motivated by Starbucks for drinking coffee by adding value and establishing strong relationship with the customers. Starbucks is aware about the impact of various external factors of Australia i.e. culture, demography and society. So, company is focusing on the inner factors of consumers i.e. motivation, perception and attitude. By the effective tactics and customer base expansion, Starbucks is trying to meet the expectations and requirements of the customers in the Australian market. In the customer purchasing or buying procedure, motivation is a helpful aspect in order to formulate a better strategy so that the actions of the customers can be understood in the market. Motivation is useful factor for Starbucks in introducing new products and new range of coffee for Australian consumers (Lindgreen, 2010). Motivational reason of customers selection for Starbucks Based on the theories of motivation, there are various reasons by which customer decide to purchase the specific product or service. Those motivations include branding, guest motivation, and common impact which force the consumers towards purchasing the products. There are several societal factors including family social classes, culture and reference group which decide the actions of Australian consumers for coffee products. Further, customers have perception that Starbucks is using green marketing (Dahlstron, 2010). Starbucks is operating at the international level having effective supply chain system in order to purchase fresh coffee. Along with this, Starbucks has adopted quality management by which it is able to enhance its quality performance, brand equity and effectiveness in the market (Burge, 2013). Customers buy coffee of Starbucks rather than its competitors as Starbucks is always successful in satisfying the customers by identifying their emotional needs. Customers always select to pay as premium because they are seeking for prestige product from the company. Starbucks always satisfy the customers by identifying their belongingness and self-esteem needs. Further, the stores of Starbucks always create a pleasant atmosphere that motivates the customers to buy the coffee. Discussion and analysis: Perception Next and important internal factor is consumer perception which impact on decision making process of the consumers while purchasing the products. The factor perception can be defined as the process by which consumers can evaluate the gathered information related to product or service. Perception is based on the point how the consumers perceive a particular product or service in the market. It is crucial for the companies to analyzing the perception of the customers while buying the products. Once, customers are aware about the needs and requirements then they start collecting relevant information related to product or service (Haenfler, Johnson Jones, 2012). Literature review Currently, customers are now conscious about the companies, information of stores and product by newspapers, publications and various new media. Based on the information of the products, they analyze the information and make the decision which is called perception. This is generally a procedure by which customer choose, collect and analyze the information and make a image of product based on their understandings. Buyers have different behaviors in the market for the products and services. Based on various definitions, it is observed that perception includes three important steps. Although, consumers collect various information related to desired products and services but few of them are helpful for the consumers to enhance the awareness about the products and services (Hornik Giulia, 2009). Many researchers have provided theories related to perception by which the role and importance of perception in the buying behavior is analyzed. Among the theories, cognitive theories of percepti on, and Gestalt theory of perception are helpful in analyzing the perception factor effectively. According to these theories, perception is the first impression of the products or services made by the consumers based on the information they have gathered for the products. That is the reason, perception impact on the satisfaction level of the consumers based on their buying decisions. There are three basic factors in the perception of the customers i.e. quality, prices and value (Tam, 2008). Perceived quality- Customers can have both positive as well as negative perception for the quality of the products or services. Quality of the products can be defined as the analysis of the supremacy and excellence of the particular product. Quality of the product can be analyzed by the physical characteristics of the product by the customers. National companies always produce the products with the help of sophisticated procedures and high level of technology and on the other hand, private companies use less technology while producing the products. So, differentiations in the products create different perception in the minds of the consumers. Marketers should understand the consumer perceptions and target them by product align and promotional tactics. Perceived prices- In terms of pricing factor of the products, customers also have various perceptions. Low income consumers are price conscious and they always switch towards the low cost products rather than selecting national brands. Further, some customers in the market are price seekers and they seek for low pricing products. For these types of consumers, buying exclusive product means getting high value in the society. Apart from this, there are some consumers who are connected with the low quality and low priced products. For such type of customers, high prices are the symbol of quality products. So, in the perceived prices, there is the price-quality relationship (Solano Arquiza, 2009). Perceived risk- Risk can be described as the doubt of the consumers while purchasing the products and services. The risk perception of the customers is a crucial factor that impact on the choices of the consumers in the market. Risk in the purchasing procedures can have bad perception in the mind of the customers. In order to minimize the impact of the risk, customers choose more expensive products. There are some risks perceived by the customer i.e. financial risk, social risk, functional risk and physical risk (Yusuf, Fatih Hayrettin, 2013). This figure shows the connection among the perceived price, perceived value, perceived quality and perceived risk. It is observed that price, excellence and worth are connected in the positive manner and risk is connected in the negative manner. Higher perception for the price level is the symbol of low perceived risk with high perceived value. Further, high perceived risk is created due to low perception of price and quality. On the other hand, high perception of worth and price has good influences on the value of the product perceived by the customers. Lower perception of quality and price are the symbol of higher perceived risk. Customers who are perceiving the prices high, then product will get enhanced worth in the market (Kazmi, 2012). Application in company Perception is the important part that impact on the buying behavior of the consumers. People experience different sensations like taste, sound, texture and sight and based on those experiences, customers select their products. In case of Starbucks, the promotion tactics are associated to ecological aspects which are the cause of the success of Starbucks in the international market. There are various allocation mediums of Starbucks in order to serve the customers. Company has very flexible marketing plan including effective tactics in order to meet the expectations of the consumers. The stores of the company have the combination of culture and pleasant atmosphere for the customers. Starbucks provides consistent quality in the products. The perception of the customers is influenced by the demography, financial systems and exclusive civilization under the environmental features (Schultz Gordon, 2012). Perception of customers for Starbucks Coffee In the decision making process of the consumers, there are some steps i.e. data exploring, recognition, recognition of substitutes, and buying and after buying activities. The consumers of Starbucks focus on the information search about the products. For Australians, coffee of Starbucks is like a daybreak pleasure. There are various loyal customers of Starbucks who select the brand and quality of coffee. Starbucks is known as the best coffee source because of most convenient location for the customers (Stvkov, Prudilov, Toufarov Nagyov, 2007). The procedure of decision making of the customers for Starbucks is described below: Need recognition- In Starbucks, need recognition of coffee includes as the famous coffee manufacturing company. When satisfying the needs of the consumers, coffee is the effective product of customers think about the coffee when it comes to satisfy the needs of the consumers. For the company, the need of the customers is the coffee in order to stay energetic while working so they buy coffee in middle of the day. Information search- Customers always search for information regarding products while buying the products. So, they always try to collect the information from the external sources i.e. searching from the internet, blogs, news and asking to family or friends. These all are way of non-controlled information. Further, customers are targeted by various advertisements so; Starbucks has done advertisements on various media tools i.e. TV, internet and newspaper. Its green logo on the cup of coffee is one of the effective tactics to target the customers. Evaluation of alternative of substitute- Various customers analyze and evaluate the purchases based on various attributes of the products i.e. taste of coffee, customer services, varieties, brand rating, environment and suitable. Sometimes, they analyze the products with the taste as taste of the coffee is the important characteristics which are chosen by the consumers (Semejin, Van Ambrosini, 2004). Purchase decision- In the product selection procedure, observation and opinion is the crucial feature for the customers. In such manner, the behavior of the employees impact on the customers and their decision making process. Starbucks has modeling strategy in order outline the perception in order to achieve growth in the international market. Post purchase decision- The post purchasing behavior is also most crucial procedure in order to make the consumer devoted and trustworthy and then they purchase the products continuously. Starbucks is providing reason to the consumers buy the coffee. If they are not pleased with the offered coffee then they are able to offer another drink with the coupon for free one. Starbucks has best customer services in order to provide unique experience to the customers. Decision making process From the above discussion, it is observed that internal factors have strong impact on the buying or purchasing process of the customers in the market. Consumer behavior includes selection procedure of the consumers including buying, utilization and disposition of the products and services. The internal factors i.e. motivation and perception are important in order to drive the customers to satisfy their needs and wants by purchasing the desired products. Motivation is the inner driving condition of the customers that can be defined as the desires. Currently, consumers are becoming more aware about the products by using newspapers, magazines and various media tools. There are various theories or motivations i.e. Maslow hierarchy theory, and cognitive theory that describe role of motivation in the decision making process of the customers. Based on the gathered information about the company and product, the interpreted data is called perception. In Starbucks, customers are motivated by p roviding various offers and discounts (Michael, 2013). Further, Starbucks has adopted various strategies in order to create positive perception among the customers as the company knows that consumers are conscious about each product due to available information on various media platforms. Company understands the desires and requirements of the customers in order to gratify them. There are various important theories related to perception i.e. Gestalt theory of perception that is useful in consideration the role of perception in the buying behavior of the consumers. Quality coffee products are the strong point of Starbucks and customers perceive coffee of Starbucks as best over the competitors. Recommendations Although Starbucks is perceived as the topmost company providing good taste of coffee but it is crucial to enhance the consumer base by the company in the market. In order to ensure the satisfaction level of the customers, company must be engaged in gathering the opinions of the customers. While considering the marketing mix, Starbucks should focus on three key marketing mix factors i.e. product, price and promotion. The strategy of product should be in such manner that should satisfy the targeted customers. In respect to the coffee business in Australia, company should introduce various seasonal offerings by identifying the needs of the customers. Going beyond, the company can also offer coffee as well as cappuccino makers intended for the users. For the quality management and brand richness, the employees of the company must be involved in the aims and objectives of the business. Apart from the product strategy, pricing strategy is also crucial for the company. Starbucks generally keeps the prices of the products high. The products are highly expensive and the price charged per coffee is $30. But, in order to target more customers, company should charge premium prices to the customers. The strategy of charging premium prices will create felling among the customers that coffee products offered by the company have higher quality levels (Cadogan, 2009). Promotion of the products or services is important as it allows the company to create enough awareness among the potential customers related to product offering. In the promotional strategies, Starbucks can issue some coupons to the visitors for the first time and discount can be provided in their next visit by 10 to 20%. Celebrity endorsement can also be performed related to new product catagories. The online mode of promotion of promoting the products should also be performed. Conclusion Based on overall discussion, it is analyzed that consumer behavior is important concept for the companies in order to operate the business in various markets. It is observed that consumer behavior is an important part of marketing. It is influenced by various aspects like personality, perception, attitude, motivation, lifestyle and behavior of the customers. They always select those products that match their values and lifestyles. So, individuals can make choice for specific brand based on their lifestyles. The report identifies two factors i.e. perception and motivation of consumers affecting their buying behavior. It is analyzed that Motivation is the kind of need which is crucial to satisfy the consumers by the desired product or service. The level of motivation impacts on the buying behavior of the consumers. Further, perception is the first impression of the products or services made by the consumers based on the information they have gathered for the products. References Burge, S. A. (2013). The Motivational Reasons behind Consumer Choice in Branded Coffee Shops. Retrieved on 22nd January 2018 from https://www2.warwick.ac.uk/fac/cross_fac/iatl/reinvention/issues/bcur2013specialissue/burge/ Cadogan, J. (2009). Marketing strategy. London: SAGE Dahlstron, R. (2010). Green Marketing Management. South-Western College Publishing: New Jersey. D'Souza, W. (2010). Motivation. Retrieved on 22nd January 2018 from https://consumerbehaviour4vtu.blogspot.in/2009/03/motivation.html Ferrell, O. Hartline, M. (2011). Marketing management strategies. New York: South-Western Haenfler, R., Johnson, B., Jones, E., (2012). Lifestyle movements: exploring the intersection of lifestyle and social movements: Social Movement Studies. 11. 120. Hajarrahmah, D. (2011). The American Image of Starbucks Coffee as Perceived by Its Consumers: Case Study: Starbucks Coffee Paragon Mall Semaran. Retrieved on 22nd January 2018 from https://eprints.undip.ac.id/31277/2/The_American_Image_of_Starbucks_Coffee.pdf Hornik J. and Giulia, M. (2009). Synchrony Effects on Customers Responses and Behaviors: International Journal of Research in Marketing. 26(1). 3440. Kazmi, S. Q. (2012). Consumer Perception and Buying Decisions: International Journal of Advancements in Research Technology. 1(6). Krikorian, M. (2014). Business overview: Why Starbucks deserves your attention. Retrieved on 22nd January 2018 from https://marketrealist.com/2014/01/business-overview-starbucks-deserves-attention/ Lindgreen, A. (2010). Market orientation. Farnham, Surrey, England: Gower Michael R. S. (2013). Consumer Behavior: Buying, having and being. (10th). USA: Pearson Education Mooradian, T., Matzler, K. Ring, L. (2012). Strategic marketing. Boston, MA: Pearson Prentice Hall Schiffman, Kanuk Hansen. (2012). Consumer Behaviour: A European outlook. USA: St .Johns University, Newyork Schultz, H. Gordon, J. (2012). Onward: How Starbucks Fought for Its Life without Losing Its Soul. California: Rodale Books Semejin, J.,Van, R. Ambrosini, A.B. (2004). Consumer evaluations of store brands: effect of store image and product attributes: Journal of Retailing and Consumer Service. 11. pp 247-248 Solano Arquiza, M. P. (2009). Consumers' perception on Starbucks' experience economy: a case analysis. Retrieved on 22nd January 2018 from https://dspace.cas.upm.edu.ph/xmlui/handle/123456789/361 Starbucks Corporation. (2017). Starbucks Coffee.Retrieved on 22nd January 2018 from https://www.starbucks.com/about-us/company-information/mission-statement Stvkov J., Prudilov H., Toufarov Z., Nagyov L., (2007). Factors influencing the consumer behaviour when buying food: Agricultural Economics Czech. 53 (7). 276284. Yusuf, A., Fatih, G., Hayrettin, Z. (2013). Examining Perceived Risk and Its Influence on Attitudes: A Study. 9(4)

Rand McNally Case Study Essay Sample free essay sample

There is one major job that Rand McNally faced back in the 1990s. This job was to calculate out how to get the better of their mentality of merely being a printed map company. They had a clump of employees of the older coevals that did non truly understand the technological. or Internet age. GeoSystems. better known now as MapQuest had already sprung themselves into the web based maps. It seemed that Rand McNally was truly missing in invention to be able to do their leap into a web based merchandise. They set up a web site in 1994 to back up its customers’ usage of the map Cadmiums it produced. If they did non happen a manner to introduce and convey new thoughts to the tabular array. Rand McNally would go non-existent. The first great action I believe Rand McNally’s new investors took was to name Richard J. Davis in 1999. We will write a custom essay sample on Rand McNally Case Study Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page He already had 25 old ages of experience in direction with companies that specialized in high tech equipment. He besides had seven old ages of experience with one of Rand McNally’s biggest rivals. GeoSystems. He decidedly should hold known GeoSystem’s scheme indoors and out. I believe this helped Rand McNally update their ain tech based maps to be able to vie in an of all time altering market. Davis hired Chris Heivly to run the RandMcNally. com web site. Heivly instantly put maps and address-to-address drive waies online. This was considered a really hazardous move by the old direction that Rand McNally was under. Heivly saw it as an indispensable move to remain in the function concern. Rand McNally so decided that travellers needed to convey online route maps with them. Detailed drive instructions and route conditions were indispensable to make the best and safest manner to go a path. At this clip there was non a batch of radio devices that could have this sort of in formation. But as we all know. this type of service is about a must for any traveller. Maps. waies. and traffic updates are in about every auto for most people driving in today’s universe. One major manner that Davis tried to increase Rand McNally’s grosss were by going really personable with his employees. He tried to do them experience like it was their company and anything they did was assisting themselves out excessively. I believe a director in any concern must be personable and be able to speak to his employees openly. Davis did this by selling what he believed the company’s hereafter would be to the employees. When he began talking to each employee. the quaint employees became enraged with his attack to the company. They believed that Davis was passing to much money on the Internet attack. and would finally discontinue because of it. Davis had to replace much of his direction squad that did non hold with where he envisioned Rand McNally’s hereafter to be traveling. Geting a new group of direction employees in there might hold saved the company. They had a fresh set of thoughts and embraced the fact that the map concern was altering from pape r to Internet. Technology played a immense function in this instance overall. The first manner engineering played a immense function was when Rand McNally started to lose market portion because they were merely focused on the paper side and non on Internet gross revenues. The other manner that engineering played a function was when Rand McNally wanted to utilize engineering that was non created yet. This was wireless travel services. This was non developed until a ulterior clip. which meant no company had achieved a lead in this industry. Almost all of Rand McNally’s services run through their web site now. Customers can buy paper maps or other merchandises right off the web site. This is the present and hereafter of about every concern in our universe today. The first major theory that we discussed in category that is besides related to this instance is giving free samples of the merchandise. This worked in the incorrect manner for Rand McNally because they chose non to give free maps to consumers. GeoSystems was smart and chose to really give away their services. which in bend created a bombilation among the community. This sky rocketed their gross revenues doing it much harder for Rand McNally to acquire into the on-line map concern. GeoSystems had 1000000s of viewing audiences every month on their web site. doing them a good known company. They truly were the first 1s to acquire their maps online and heterosexual to the consumers in the easiest manner possible. Bing able to accommodate and introduce to new ways of acquiring your merchandise to the consumer is what concern is all about these yearss. Normally the first company to calculate out the following best manner to use a merchandise will come out on top. The following major theory that most companies utilize is called the client lock-in theory. This is where a company offers something like a trueness plan to seek and acquire the client to remain with them for a long period of clip. Rand McNally offered this on their web site to clients seeking to look at maps. The plan was developed so that clients would acquire charged a fee for limitless entree to the web site. This included acquiring waies. looking up certain locations. and even price reductions on some other merchandises. This increased gross enormously for Rand McNally and truly kick started their web site concern. which is still really good today. As of today. Rand McNally has a really user friendly web site that allows you to buy merchandises. map out trips. expression at the company profile. reach a representative. and many more ways to utilize their merchandises. It seems like they have truly grasped how to run an online concern. while still being able to sell paper maps to older people that want them. As the times evolve they will necessitate to introduce merely like they did with the Internet age. I truly do believe that Rand McNally took the right attack in seeking to acquire in front of the competition. They were already a good known trade name in the paper map concern. They merely had to set up themselves in the on-line map concern. which was much easier because of their earlier success.