Attachment File Example

Attachment File Example Attachment File – Essay Example Essay In â€Å"Five Myths about Who Gets into College† the basic claim is that there is a big discrepancy in education between the poor and the rich. The highest percentage (74%) of students in selective colleges is from rich families with just a few from poor families. According to the article, admission policies of colleges favor rich student more. Further, there is a significant difference between SAT points for advantaged and disadvantage students attributed to race and socioeconomic factors. Also financial constraints make college dropout among poor students higher than their rich counterparts. The author uses data from previous researches, which makes his presentation more valid and authentic. In order to promote schooling of disadvantaged children, policies of selective colleges should be reviewed to promote equality in admission; students’ life context should be considered besides SAT points when admitting students and financial aid to poor students should be in creased.Darius Rejalis notion in â€Å"Five Myths about Torture and Truth† is that torturing of innocent individuals can be more detrimental than beneficial. According to him, torture is ineffective way of extracting the truth from the innocent, but rather a way of intimidating people. Rejalis presents historic evidence that portrays torture as a failure in intelligence. Many torture incidences in the past were far from success with detainees leashing no information at all in some cases. The author appears to be informing the readers about the topic because he takes no position throughout his presentation. The author’s presentation is so heart fetching that the readers can only see the animosity in torturing innocent people rather than the intention of the torturers. The author thus effectively communicates his idea that torture does more good than harm to its victims.

Purgatorius - Facts and Figures

Purgatorius - Facts and Figures Name: Purgatorius (after Purgatory Hill in Montana); pronounced PER-gah-TORE-ee-us Habitat: Woodlands of North America Historical Period: Late Cretaceous (65 million years ago) Size and Weight: About six inches long and a few ounces Diet: Probably omnivorous Distinguishing Characteristics: Small size; primate-like teeth; ankle bones adapted to climbing trees About Purgatorius Most of the prehistoric mammals of the late Cretaceous period looked pretty much the samesmall, quivering, mouse-sized creatures that spent most of their lives high up in trees, the better to avoid rampaging raptors and tyrannosaurs. On closer examination, though, especially of their teeth, its clear that these mammals were each specialized in their own distinct way. What set Purgatorius apart from the the rest of the rat pack is that it possessed distinctly primate-like teeth, leading to speculation that this tiny creature may have been directly ancestral to modern-day chimps, rhesus monkeys, and humansall of whom had the chance to evolve only after the dinosaurs went extinct and opened up some valuable breathing room for other types of animals. The trouble is, not all paleontologists agree that Purgatorius was a direct (or even distant) precursor of primates; rather, it may have been an early example of the closely related group of mammals known as plesiadapids, after the most famous member of this family, Plesiadapis. What we do know about Purgatorius is that it lived high up in trees (as we can infer from the structure of its ankles), and that it managed to straddle the K/T Extinction Event: fossils of Purgatorius have been discovered dating both to the late Cretaceous period and the early Paleocene epoch, a few million years later. Most likely, this mammals arboreal habits helped rescue it from oblivion, making accessible a new source of food (nuts and seeds) at a time when most non-tree-climbing dinosaurs were starving to death on the ground.

The Doubting Game as Opposite to the Believing Game Essay

The Doubting Game as Opposite to the Believing Game - Essay Example The doubting game is opposite to the believing game and requires an individual to contest a certain idea or subject.   The doubting and believing game can be played by one acknowledging the fact that there are two sides to every argument. In the believing game, the students may assess each point uniquely and find the good things about it. These can then be used to help the students believe the point which may otherwise be different from their own. The doubting game is simpler as it is easier to identify error than to believe in something (Elbow, 2008).   Hence, in this game individuals may assess a point and look what is accurate and what is inaccurate. Hence, concluding that all the information that they assume to be inaccurate is incorrect and create an opinion based on the inaccuracy. An example of an issue that has been widely discussed is euthanasia and whether it should be legalized. Each individual has a right to live which consequently means he or she has a right to die h ence euthanasia should be legalized. People who are against the legalization of euthanasia state that this could lead to a slippery slope (â€Å"Euthanasia Pros and Cons†, n.d).   This view is valid and interesting as allowing the killing of a human being raises the question of where a line should be drawn. If euthanasia is permitted people will start to question other aspects of morality. This raises an even bigger problem as morality is not factual but subjective. Hence, if allowing a morally objected matter such as the killing of innocent human beings for any purpose other morals in society will come into question. If I possessed this belief I would see the need to change many aspects of society and revise the definition of murder as euthanasia is an act of killing another human being. The slippery slope could be true in many different cases involving hospital ethics and society’s views for murder and value for life.  

Active Listening at a Parent-Teacher Association Meeting Essay

Active Listening at a Parent-Teacher Association Meeting - Essay Example For this particular meeting, the teacher's table was set off to a side of the room to hold the laptop and projector that would be used for the power point presentation later on. Anticipation built up as to who would be the speaker for the night as the parents and teachers began to trickle into the classroom. There were rumors that the school Principal, Ms Berry would be addressing the parents directly due to the need for financial pledges in the improvement of the private school facilities. I noticed that most of the parents seemed to have been coming in directly from work, some still dressed in their official uniforms or looking haggard as they ran from an office meeting to the PTA conference. I chose to attend this particular event because I knew that the people who would be in attendance would already be distracted by either their exhaustion from a busy day at the office or their desire to get home as soon as possible in order to attend to their household and parental duties. From what I observed of the attitude of the people gathered in that classroom that evening, they wanted to be anywhere but at the school at that very moment. It seemed obvious to anyone observing the group such as myself, that this was one group that was not in the mood to listen to anything the speaker of the night had to say. Once the school principal arrived, it became fairly obvious that the rumors were true and she would be taking to the stand in order to address the parents. Knowing very well that I would have to report about the meeting to my cousin upon her arrival, I began preparing myself to become an effective listener based upon the principles outlined in our book. DeVito clearly outlined the principles of listening within the pages of our textbook.  

Dangerous Goods Can Create Accidents Engineering Essay

Dangerous Goods Can Create Accidents Engineering Essay Dangerous goods are essentially for wide range of global industry, commercial, medical and research requirement and processes. This is because of the advantages of air transport, a great deal of this kind of dangerous cargo is carried by air transport called airplane. Besides that, in term of definition dangerous goods (DG) is something about hazard material or can be easily said any risk object which can causes mischief such as explosive, corrosive, flammable, toxic and even radioactive. Nevertheless, ICAO has been recognized the importance of this type of cargo and has been taken steps to ensure that such of cargo can be carried safely. Furthermore, dangerous goods posses lots of significant risks and impacts. For example like it can start a fire and help in spreading a fire. Then, it can react with aircraft material, can release toxic vapor and even come o worst explosion might happen. http://www.ritchiestraining.co.uk/pix/uploaded/Library/Ritchies_Dangerous_Goods_By_Air_and_Sea.jpg Figure 1: Dangerous Goods Can Create Accidents Page 1 https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnF9wOpbb3QMpYq9gON0iPnuz7YXWPM-okNpuwhyNEf-euakqsQaaSP2Cs07WWZnOHkOKy7YWjmAhuAlLBB8LTmwjGBkfjyYbT8EISvvw9PwaC3m_2NbMRoPjjRES0WKg299uKLJ3A1pw/s660/wentwrong+header+copy+small.jpg Figure 2: ValuJet Accident by Explosion There is an incident where can be proved that hazard material can causes harm to aircraft itself. On May 11, 1996 Everglades, Miami, Florida ValuJet, Flight 592 McDonnell Douglas DC-9-32, N904VJ. The in-flight fire was caused by activation of one or more oxygen generators in the forward cargo hold. The generators were outdated, improperly labeled, lacked safety caps and were prohibited from being transported on a passenger flight. The loss of control resulted either from flight control failure or incapacitation of the crew due to extreme heat and smoke. Recently, all 110 aboard killed. The person who handles dangerous goods at airport called dangerous goods inspector. He / she must be well trained in every aspect of the duties as a technical inspector and regulatory officer otherwise the aviation will turn down. This kind of person must aware where an each shipment of dangerous goods may possibly represent an intimidation to life, health, property or environment. In addition, the inspector should obey the procedures and regulations attempt to handle cargo and minimize the danger during transport. Basically, how do the inspector handle the DG is he / she carried out at cargo facilities with the scale and nature of the operation. Besides that, inspection of procedures includes visiting operators or handling agents premises as proper. Page 2 2.0 Transport Dangerous Goods by Annex 18 Annex 18 can be specified as standard and recommended practices which enable dangerous goods to be carried safely. Annex also makes compulsory upon Contracting States the requirements of the Technical Instructions, which contain the very detailed and various instructions necessary for the correct handling of dangerous cargo. Logically speaking, the use of these common bases by all forms of transport allow cargo to be transferred safe, sound and even smooth between air, sea, rail and road modes. Nevertheless, ICAO requirements for the safe handling of dangerous goods firstly identify a limited list of those substances which are unsafe to carry in any circumstances and then show how other potentially dangerous articles or substances can be transported safely. Technique of Transport Dangerous Goods Classification 5. Procedures Emergency Respond 3. Documentation, Acceptance for Air Transport 4. Handling Stowage 2. Packaging, Marking Labeling Figure 3: Technique of Transport Dangerous Goods Page 3 Identification and Classification of DG The nine hazard classes are those determined by the United Nations Committee of Experts and are used for all modes of transport. Class 1 includes explosives of all kinds, such as sporting ammunition, fireworks and signal flares. Class 2 comprises compressed or liquefied gases which may also be toxic or flammable examples are cylinders of oxygen and refrigerated liquid nitrogen. Class 3 substances are flammable liquids including gasoline, lacquers, paint thinners, etc. Class 4 covers flammable solids, spontaneously combustible materials and materials which, when in contact with water, exit flammable gases, such as some powdered metals, cellulose type film and charcoal. Class 5 covers oxidizing material, including bromated, chlorates or nitrates and this class also covers organic peroxides which are both oxygen carriers and very combustible. Class 6 includes poisonous or toxic substances example pesticides, mercury compounds, etc comprise together with infectious substances which must sometimes be shipped for diagnostics or preventative purposes. Radioactive materials are in Class 7 which there are mainly radioactive isotopes needed for medical or research purposes but are sometimes contained in manufactured articles such as heart pacemakers or smoke detectors. Corrosive substances which may be dangerous to human tissue or which pose a hazard to the structure of an aircraft are dealt with in Class 8 for example, caustic soda, battery fluid, paint remover. Finally, Class 9 is a miscellaneous category for other materials which are potentially hazardous in air transport, such as magnetized materials which could affect the aircrafts navigational systems. http://www.ctsgb.ltd.uk/assets/generic/icons.gif Figure 4: 9 Classes of Dangerous Goods Page 4 Packaging, Marking Labeling Basically, the operator or handling agent looks at the external appearance of all the packages of dangerous goods as a safety package inspection before being transported. In addition, the items need to keep in the operators custody provided whether the goods are due to transport or have been transported. However, the inspection will check that the requirements of marking and labeling have been fully filled. Hence, type of packaging that has been used is permitted and tag along with the correct specification. For the radioactive material, the handling agent will pack the material based on the radiation level packages which fit in state for transport. Nevertheless, the packages of dangerous goods should only be opened in exceptional circumstances and with extremely caution. Once if the package opened, they need to take the potential hazard from the contents into account and handle it with fully attention. Any package opened during an inspection, it must be handed before to the consignee which means the goods must be restored in its original condition by inspector. https://images.fedex.com/images/us/services/options/ground/hazmat/PhenolSolid_Boxes.jpg Figure 5: Packaging, Marking, and Labeling Page 5 Documentation and Acceptance for Air Transport Documentation is to determine a dangerous goods shipment meets all applicable requirements. Information that contain in several documents need to transport out a detailed check because it is necessary to cross refer from one document to another. The handling agent must check the associated documents when he / she have the packages of dangerous goods in his / her premises. A document check only is made when there are no packages available. There are several inspections that required inside the documents such as Air Waybill, Shippers Declaration, Acceptance Check List, Notice to Captain and others. The intention of inspecting the Air Waybill is to ensure that they have completed correctly by using the correct classification and method of packing so that it can be established. Thus, the purpose of inspecting the Acceptance Check List is to make sure that the handling agent uses a form which allow for completion by the acceptance clerk. Nevertheless, the Notice to Captain is to determine that all the required information was given and checked. At this moment, where the form was signed by the pilot and the loading / stowage requirement met. https://images.fedex.com/images/us/services/options/ground/hazmat/OP-900_Exception.jpg Figure 6: Documentation of Dangerous Goods Page 6 2.4 Handling and Stowage Handling also can be known as loading so that it can be pronounced as loading and stowage. The inspection of loading and stowage at the cargo side is to ensure the dangerous goods are adequately secured to prevent movement. Then, the requirement of segregation distances can be maintained respectively when any radioactive material has been stowed. Besides that, any cargo aircraft that has placed dangerous goods on the main deck and only get accessible by the Technical Instruction. And also make sure of toxic or infectious substances are not in close proximity to animals and foodstuffs, it can be harmful to them and also aircraft fuselage if there are any leakages from the toxic substances. http://www.csc-scc.gc.ca/text/plcy/images/318-gl5-1_e.gif Figure 7: Handling and Stowage Table Page 7 2.5 Procedures and Emergency Response The procedure of transport dangerous goods is a guidance tool for airport directors and crews to use when developing, evaluating, updating or training an Airport Emergency Plan. It also can be informed the emergency responders to who are not experienced with airport operations or airport emergencies. However, whenever once hazardous material spills out on the aircraft body, it can be resulted as aircraft accidents or incidents. This is because the body of aircraft will be corroded and eventually it will create a whole on it and can be cabin pressurization and even lead to the aircraft crash. Thats why precautions should be aware to avoid exposure to hazardous components for safety purposes. In this kind situation, Airport Emergency Plan (AEP) needs to clean up the aftermath emergencies involving hazardous materials such as foam and hydrocarbon. The agencies must follow the strategies and procedures which contain in the flow of hazardous materials after an emergency inside the aircraft or even at the airport. Besides that, they also need to repair the pavement of the runway if the materials damaged the runway by the spills. https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQi-XjgkxsguZ3eaw9la5q2kvrh4yvuYak28IWfAz5DQ7u_8kgphyphenhyphenRCKEI1vBqqhRlHfIAAqgtm6p3vU3ifTSoGVGjh4rIzP4_I_Rzo-gl5zj35NpruCDDHAEI2RHhemF8F39lQG3Uo5yp/s1600/emergency_response_title_page.jpg Figure 8: Emergency Responses Page 8 3.0 Class 3 Flammable Liquids In many classes of dangerous goods that have been enshrined in the aviation law procedures. There are limitation on loading dangerous goods inside the aircraft, this is because not all classes are allowed to be loaded inside the aircraft unless with special exemption or provision. So, I choose Class 3-Flammable Liquids as my point of assignment of TDG. http://www.thecompliancecenter.com/store/media/catalog/product/l/b/lbcn06us_hi.gif Figure 9: Class 3 Flammable Liquid Flammables liquids can be defined as liquids, mixtures of liquids or liquids that contained solids in solution or suspension which is given off a flash point of flammable vapor at suitable temperatures must not more than 60-65Celcius. Transportation must follow the procedure which is transport the liquids at temperatures at or above the flash point for the safety purposes. Hence, this class has specific reason for regulation which is competent of posturing severe hazards due to the volatility, combustibility and potential in causing or propagating rigorous conflagrations. Besides that, there are several common transported flammable liquids in aviation industry such as acetone, paints, alcohols, perfumes, gas oil, and etc. Page 9 Nevertheless, dangerous goods inspector has an authority to handle flammable liquids. He also has capability to inspect all customer requests that has connection with logistics of flammable liquids for example like packing, packaging, compliance, freight, forwarding and training. Meanwhile, the labeling and marking of dangerous goods, the method in which they shall be located at beneath an aircraft, the responsibilities of the crews in respect of the carriage of dangerous goods and the action to be taken in the event of emergencies arising involving dangerous goods. Otherwise, if the operator fails to follow the procedure, it can turn down the aviation world industry and make disaster and even can affect the aircraft fuselage and passengers. http://images.thenews.com.pk/updates_pics/1-24-2011_9678_l_u.jpg Figure 10: Airport Explosion by Flammable Liquid Leakage at Moscow Page 10 4.0 Conclusion As my conclusion, Transport Dangerous Goods is very important subject where we as an aviator can know about the dangerous goods as well. Dangerous goods can be known as hazard materials which can cause harm to surrounding including human and animal. As we all know that dangerous goods has nine classes provided which is Class 1-Explosives, Class 2-Gases, Class 3-Flammable Liquids, Class 4-Flammable Solids, Class 5-Oxidizing Material, Class 6-Toxics and Infectious, Class 7-Radioactive, Class 8-Corrosive, and Class 9-Miscellaneous. Furthermore, with this kind of classifications we can conclude that the goods inside container are dangerous or not. Then, I have learned about the flow of instruction in dangerous goods which is classification, packaging, documentation, handling, and emergency responses. This flow is a must to operator, if one of them is missed, the transportation will automatically cancel and aviation industry will be terminated. Page 11 5.0 Bibliography 5.1 Website 1) www.dgiglobal.com 2) www.caa.md 5.2 References 1) Transport Dangerous Goods Slide Show 5.3 Books 1) Annex 18 Page 12 Content Page No. Content Page 1.0 Introduction 1-2 2.0 Transport Dangerous Goods by Annex 18 2.1 Classifications 2.2 Packaging, Marking and Labeling 2.3 Documentation and Acceptance 2.4 Handling and Stowage 2.5 Procedures and Emergency Response 3 4 5 6 7 8 3.0 Class 3 Flammable Liquids 9-10 4.0 Conclusion 11 5.0 Bibliography 5.1 Website

Colgate-Palmolive Company

Marketing Strategy 1. Problem and Issue Statement 1. 1. Increased competition from rivals and private labels MKW 3440 Colgate-Palmolive company, simply known as, Colgate, is one of the world's largest consumer products companies by market share, with commercial presence in more than five continents (Euromonitor International, 2011). In the past decade, particularly in the personal care and home care segments, Colgate has faced vigorous competition across the globe (Euromonitor International, 2011).Rivals include, large multinational corporations, local corporations as well as private label brands or store brands, of large retailers such as, WalMart, Target, and other supermarket chains (Euromonitor International, 2011). Although, Colgate's exposure to private labels is limited, the company’s primary objective remains to increase its organic growth through penetrating emerging markets (Euromonitor International, 2011).In order for the company to accomplish this goal, it is advi sed that Colgate watches out, for the private label trend (Euromonitor International, 2011). According to Euromonitor International (2011), private label brands from large retailers are now considered to be highly sophisticated and an attractive alternative to customers, particularly in emerging markets, as these products often sell at lower price points and the retailers have the point of sale data on consumer behaviour, and are therefore in a better position to understand the consumer’s behaviour.This trend, may become problematic for Colgate in the near future, as private label brands are expected to increase and be high on retailers agendas, directly affecting the company in several aspects of business, including, the pricing of its products, promotional activities, new product introductions, profitability and market share (Euromonitor International, 2011). he growing competitiveness of some local players in China and fiercer competition in overall oral care, personal car e and home care segments led to a significant decline in Colgate’s market share (Euromonitor International, 2005). For Colgate to remain competitive, it is important that it strengthens its brands, invest in ground-breaking innovative product launches, as well as defend its trademark, patents, and trade dress rights, against legal challenges that may be brought by competitors (Euromonitor International, 2011). 1. . Not capitalising in China like the market leaders in the industry Although, Colgate-Palmolive operates a diversified business operation and its largest revenuegenerating regions in the world are in the emerging economies, however, the company is less dominant in China with regard to their personal care and oral care segments (Euromonitor International, 2011). Compared to other emerging markets such as Brazil, Russia, and India, China presents a strong growth opportunity for Colgate-Palmolive, as consumers increasingly perceiveColgate-Palmolive Company 1 Marketing S trategy MKW 3440 oral care and personal care in terms of achieving greater attractiveness, over hygienic, deodorising and antiperspirant functions (Euromonitor International, 2011). This is problematic for Colgate as its campaign for oral care has always been positioned as health products (Euromonitor International, 2005). As a result, In 2011, Procter & Gamble ranked number one in oral care, with a 21% value share (Euromonitor International, 2011).Oral care in China, is predicted to continue its growth pace over the forecast period and it is therefore important for Colgate to amend their current positioning strategy to accompany the product’s cosmetic appeal (Euromonitor International, 2005). In addition, Colgate should conduct greater segmentation of the market, where products will be aimed at agespecific groups as well as products designed specifically for men or women, or even lifestyles habits such as smokers or coffee drinkers as this will increase the market reach, pro fitability and the market share of the company (Euromonitor International, 2012). . Evaluation of Alternatives Given the competition and growth prospects in emerging markets, Colgate should aim to gain market share through novel technology and the creation of innovative product launches, that offer added-value to the consumer (Euromonitor International, 2011). Recently, companies have been increasing the number of â€Å"green† innovative product launches as well as products based on highpowered functionality and cost-saving measures, as they help minimise environmental impact while helping consumers save money through energy conservation (Euromonitor International, 2011).Through innovations such as these, Colgate can avoid loosing market share and revenue to local and multinational corporations. On the other hand, to stop consumers from moving to cheaper brands i. e. : keep private label brands at bay, Colgate should resort to pricing adjustments and cost management to ease p ressure on margins as well as establish emotional bonds with its consumers through advertising messages centred on the concepts of luxury, at-home pampering, naturalness and sustainability (Euromonitor International, 2011).This process, mainly involves reducing working capital and lowering selling or general and administrative costs, through lay-offs (Euromonitor International, 2011). So far, Colgate has focused on streamlining its product portfolio – e. g. in Europe, it reduced the number of household cleaners from 84 products in 2008 to 22 in 2010 (Euromonitor International, 2011).Another initiative Colgate took, is to purchase Sanex, a personal care business from Unilever and sold its laundry detergent brands in Colombia, as an attempt to address the strong competition from its rivals in the industry with regards to deodorants, bath and shower soaps that account for the largest portions of its competitors profits (Euromonitor International, 2011). Colgate-Palmolive Company 2 Marketing Strategy MKW 3440 On the other hand, to capitalise on the Chinese market, the company needs to trengthen its competitive position and adapt products that will more closely meet the local consumer preferences (Euromonitor International, 2011). The local player Shuke is expected to see strong growth over the forecast period thanks to venture capital investment and its new spokesman David Beckham. For example: by incorporating whitening functionality in all its oral care product formulas, this could help the company, defend its share against dominant local players such as Yunnan Baiyao (Euromonitor International, 2011).Products aimed at age-specific groups as well as products designed specifically for men or women, or even lifestyles habits such as smokers or coffee drinkers, are certain to be developed in the future (Euromonitor International, 2011). 3. Internal Review 3. 1. Existing strategic gaps A strategy gap analysis is a forecasting tool used by marketing managers, to determine the shortcomings of an organisation by identifying the steps necessary for an organisation to take when trying to move from its actual performance to a desired future-state (De Choi, Herder, Koesling, Lo, Olmedilla, Papapetorou, & Siberski, 2005).This difference is known as a gap (De Choi et al. , 2005). The gap can be divided into four categories: the product line gap, the distribution gap, the usage gap and the competitive gap (De Choi et al. , 2005). Currently, Colgate-Palmolive has a distribution gap with regard to the Chinese market. A distribution gap, is all about increasing exposure to current distribution channel members (Klopper, 2012). Another strategic gap Colgate could optimize on, is its usage gap.A usage gap, refers to the gap between the total market potential and the existing usage by all consumers in the market (Klopper, 2012). The competitive gap, on the other hand, refers to anything about a product, service, technology, capability or position that p uts a company at a significant disadvantage versus one or more competitors (Klopper, 2012). In the case of Colgate, this company has a competition gap as its current positioning strategy in the Chinese market is working against them. Colgate-Palmolive Company 3 Marketing Strategy MKW 3440 3. 1. 1.Strategies to close gaps Strategy to close distribution gap: Localization of consumer products has been a fast-emerging trend in several consumer products markets including personal care (Colgate-Palmolive Company, 2011). Colgate-Palmolive Co. , can bridge this distribution gap in China by increasing exposure to current distribution channel members and establish new distribution channels (Colgate-Palmolive Company, 2011). Specific to the oral care industry, manufacturers are targeting consumers with local flavors and ingredients that suit their preferences and long-standing culture in various countries (Colgate-Palmolive Company, 2011).For instance, Colgate-Palmolive offers a unique formula tion of its Colgate Herbal toothpaste for the Indian market (Colgate-Palmolive Company, 2011). Since there is an increasing interest in China with whitening products including oral care, Colgate may use this information One of the breakthrough innovations featuring local ingredients is Colgate Plax Fresh Tea mouthwash for the Chinese market, which helped drive the company’s share of mouthwash market in China to a record high level during the year (Colgate-Palmolive Company, 2011).Currently, there is an increasing rate of (Colgate-Palmolive Company, 2011). Strategy to close usage gap: By extending the usability of its products and targeting specific offerings as market extensions, Colgate would be able to increase its market share and profitability (Klopper, 2012). Thus addressing it usage gap. through the use of either tactical approaches such as the marketing mix, Colgate can be able to promote new segments and users or encourage non-users to switch from substitute or compet itor’s products (Colgate-Palmolive Company, 2011).Strategy to close competitive gap: Through co-branding with local or domestic competitors such as Yunnan Baiyao, and manufacturing complementary products, Colgate may be able to minimize its competition and risk, as there will be greater consumer trust on the product, wide scope due to joined advertising, technological benefits, better product image by association with another renowned brand, greater access to new sources of finances and as a consequence this will ultimately lead to more sales income (Jooste, Berndt & Du Plessis, 2012; Klopper, 2012). Colgate-Palmolive Company Marketing Strategy 3. 2. Required capabilities and core competencies Table A: Discussion of required capabilities and core competencies Required capabilities and core competencies Discussion MKW 3440 Finance For Colgate-Palmolive to be able to implement the strategies that will ultimately bridge the gaps in the market, it needs to have finances. Likely f or Colgate, this is one of its core competency and capability, hence, the company has been able to spend a significant amount on its R&D activities in order to ensure consistent product innovation (DataMonitor, 2011).Through constant product innovation, Colgate will be enabled to invest in marketing, technology and its vast distribution network (DataMonitor, 2011). Human capital refers to the knowledge, skills and social and personality attributes, including creativity, embodied in the ability for an employee of Colgate-Palmolive Co. to provide the organisation with economic value which then translates into the marketplace (Woodhall, 2001).It is made obvious that human capital is a required distinctive competency of Colgate as product innovation is one of its driving forces and innovation is derived from the creativity of its employees (Market Line, 2012). For many companies in this industry, including Colgate-Palmolive Company, they strives to lower their input costs so that they c an have that competitive edge over rivals in the industry (DataMonitor, 2011). As all company’s in this industry use many of the same suppliers, it is difficult for companies to achieve low input costs in that area (DataMonitor, 2011).However, Colgate-Palmolive Company tries to lower input costs by being innovative with its product designs and the utilization of its assets, along with always looking for new suppliers that might not be as big, but offers a lower prices (DataMonitor, 2011). Human capital Lower input costs 4. Competitor Analysis 4. 1. 4. 1. 1. 4. 1. 2. 4. 1. 3. 4. 1. 4. 4. 2. Colgate-Palmolive Company 5 Marketing Strategy 4. 2. 1. 5. Segment Profiling 5. 1. 5. 1. 1. 5. 1. 2. 5. 1. 3 5. 2. 6. New STP strategies 7. Strategic Marketing Program 8. Financial Review 8. 1. 8. 2. Non-financial performance 8. 3.Marketing matrix of chosen strategy 9. Implementation Details & Long-term Strategic Plan MKW 3440 For successful implementation of the marketing strategy, there i s need for a strategic fit between a chosen strategy and the organisational resources (Klopper, 2012). Without the sufficient time, money, technology, management systems or skills in place, the marketing strategies are sure to fail (Klopper, 2012). Therefore a long-term strategic plan needs to be set, to ensure the origination's goals and objectives, tasks or activities and timeline are in alignment with the strategies used and resources needed (Klopper, 2012).Colgate-Palmolive Company 6 Marketing Strategy MKW 3440 Reference List DataMonitor. (2011, March 1). Personal Care Market Watch company spotlight: Colgate-Palmolive Company. Retrieved from http://www. portal. euromonitor. com. ezproxy. lib. monash. edu. au/Portal/ Handlers/accessPDF. ashx? c=93PDF=F-188296-20424193. pdf=2VfbY1Pd %2bDnEJbzYJ6Dz2CeaTTM%3d De Choi, L. J. , Herder, E. , Koesling, A. , Lo, C. , Olmedilla, D. , Papapetorou, O. , & Siberski, W. (2005). A Model For Competence Gap Analysis. Retrieved from http://lnx-hr l-075v. web. pwo. ou. l/ bitstream/1820/1119/1/model_for_competence_gap_analysis. pdf Euromonitor International. (2005, March 14). Teeth whitening blurs oral hygiene and beauty. Retrieved from http-//www. portal. euromonitor. com. ezproxy. lib. monash. edu. au/Portal/Handlers/ accessPDF. ashx? c=81PDF=F-33822-9535381. pdf=nd8RKGQXEue7mLs%2fivocj%2b %2bg%2bH0%3d Euromonitor International. (2011, April 26). Beauty and Personal Care State of the Industry 2011. Retrieved from http://www. portal. euromonitor. com. ezproxy. lib. monash. edu. au/Portal/Handlers/ accessPDF. ashx? =33PD=F-177502-19843633. pdf=NcEV34hQb92tYF8QgpvZIFU0Ens %3d Euromonitor International. (2011, July 1). Colgate-Palmolive CO in beauty and personal care world. Retrieved from http://www. portal. euromonitor. com. ezproxy. lib. monash. edu. au/Portal/ Handlers/accessPDF. ashx? c=93PDF=F-188296-20424193. pdf=2VfbY1Pd %2bDnEJbzYJ6Dz2CeaTTM%3d Euromonitor International. (2011, September 1). Colgate-Palmolive CO in home care world. Retrieved from http-//www. portal. euromonitor. com. ezproxy. lib. monash. edu. au/Portal/Handlers/ a c c e s s P D F. a s h x ? = 9 3 P D F & f = F – 1 8 8 2 9 6 – 2 0 4 2 4 1 9 3 . p d f & c o d e = 2 V f b Y 1 P d %2bDnEJbzYJ6Dz2CeaTTM%3d Colgate-Palmolive Company 7 Marketing Strategy MKW 3440 Euromonitor International. (2012, May 1). Deodorants in China. Retrieved from http-/ www. portal. euromonitor. com. ezproxy. lib. monash. edu. au/Portal/Handlers/accessPDF. ashx? c=06PDF=S-204891-21565106. pdf=pNYwWcs%2f9Zj4RkGJkmir5PGxc4g%3d Jooste, W. J. , Berndt, A. , & Du Plessis, J. P. (Ed. ). (2012). Applied Strategic Marketing. Cape Town, London: Sage. Klopper, H. B. (2012).Week 2: Internal Analysis [PowerPoint slides]. Retrieved from MKW 3440, Monash University Studies Online: https://my. monash. edu. au/muso/blackboard/login/ Market Line. (2012, June 7). Company Profile: Colgate-Palmolive Company. Retrieved from http:// www. datamonitor. com/store/Produ ct/colgate_palmolive_company? productid=8F29C49CAF39-411A-AF1B-930E67BFA795 Woodhall, M. (Ed. ). (2001). Human capital: educational aspects, International Encyclopedia of the Social & Behavioral Sciences. Colgate-Palmolive Company 8 Marketing Strategy Appendices Appendix A MKW 3440 Colgate-Palmolive Company 9

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