Introduction to Personality Essay - 940 Words

Introduction to Personality Personality has been part of debate amongst theorists for decades. Many theories have been developed about what human personality is and how it develops. Even after so many years of research and studies, no one definition has been agreed by all theorists. This paper will briefly talk about different aspects of personality and what influence in the development of personality. A persons personality is made up with his or her interests, attitude, behavioral patterns, social role, emotional responses and other traits that continue throughout a long period of time. Psychologists from different parts of the world defined personality in variety of ways. However, personality theorists have not agreed on a†¦show more content†¦Traits may be unique, common to some group, or shared by the entire species, but their pattern is different for every individual. Thus each person, though like others in some ways, has a unique personality. Characteristics are unique qualities of an individual that include such attributes as temperament, physique, and intelligence (Feist, J., Feist, G., 2009). Many theoretical approaches have been taken by theorists in the study of personality. Among the many contributors who developed theories about personality was the German psychologist Sigmund Freud. He was the founder of psychoanalytic theory. Many found Freud’s theory to be shocking and controversial. However, his work was a great influence in the development of sociology, psychology, art and literature. The term psychoanalysis is used to refer to many aspects of Freud’s work and research, including Freudian therapy and the research methodology he used to develop his theories. Freud relied heavily on his observations and case studies of his patients when he formed his theory of personality development. Before looking at Freuds theory of personality, let’s first understand his view of how the mind is organized. According to Freud, the mind can be divided into two main parts. Such as, the conscious mind includes everything that people are aware of. This is the aspe ct of ones mental processing that he or she can think and talk about rationally. A part of this includes memory, which is not always part ofShow MoreRelatedIntroduction . Cases Of Antisocial Personality Disorder1112 Words   |  5 PagesIntroduction Cases of antisocial personality disorder among the people have become a common phenomenon in many parts of the world. In most cases, children who suffer from conduct disorder end up developing this health problem (Mayo Clinic staff, 2016). It is noted that the advent of antisocial personality starts with disruptive behavior which in most cases is coupled with rude behavior such as involvement in violent and criminal activities. It is evident that this antisocial personalityRead MoreIntroduction Psychopathy is a personality disorder whose core diagnostic features include2000 Words   |  8 PagesIntroduction Psychopathy is a personality disorder whose core diagnostic features include increased fearlessness, shallow affect, callousness, and poor behavioral inhibition. The actions of psychopaths often come at a large cost to society and its citizens, and their empathetic deficit is one of the reasons psychopaths can be so efficiently destructive in many people’s lives. The importance of understanding this deficit cannot be over-asserted. If psychopathic empathetic deficit can be understoodRead MoreIntroduction Of Psychographic Segmentation And The Market Into Groups Based On Social Class, Lifestyle, And Personality1522 Words   |  7 PagesIntroduction of Psychographic Segmentation Psychographic segmentation is a market segmentation strategy that divides the market into groups based on social class, lifestyle, and personality characteristics. Psychographic segmentation is based on the theory that the types of products and brands an individual purchases will reflect a person’s characteristics and their patterns of living. Social class is one of the three key variable for these type of company research purposes, which divides the populationRead MoreOutline Of An Assignment On The Development Of Your Introduction Section1205 Words   |  5 Pages4. Introduction Outline Assignment (15 points) Due 2/16/2015 The purpose of this assignment is to assist you with the development of your introduction section. After completing this outline assignment you should have all of the information you need to write the Introduction Section of your paper. Instructions: 1. After finishing Assignment 3 (Article Summaries) complete the outline below by answering all of the italicized questions. Your answers will provide important information that belongsRead MorePsy 250 Complete Course (Psychology of Personality) - a+ Work1520 Words   |  7 Pages(Psychology of Personality) - A+ Work IF You Want To Purchase A+ Work Then Click The Link Below , Instant Download http://hwnerd.com/PSY-250-Psychology-of-Personality-Complete-Course-1138.htm?categoryId=-1 If You Face Any Problem E- Mail Us At Contact.Hwnerd@Gmail.Com Week 1 Individual Assignment Personality Reflection Write a 700- to 1,050-word reflective paper that addresses the following questions: o How would you define personality? o What are some key personality features thatRead MoreA Critical Appraisal Of A Quantitative Research Article The Personality Of Emergency Nurses1167 Words   |  5 PagesThis essay is a critical appraisal of a quantitative research article â€Å"The Personality of Emergency nurses: Is it unique?† (Kennedy, Curtis Waters, 2014). I will analyse the study’s strengths and weaknesses and discuss how the article could be used in evidence based practice by systematically following the quantitative research process (Ingham-Broomfield, 2008 and Solutions for Public Health, 2010). In medicine, critical appraisal enables evidence- based practice. Evidence based practiceRead MoreThe Expectations On Personality Types1319 Words   |  6 PagesIntroduction Expectations on Personality types – a strategic view of relationships at work 1 List your gap and why it is important to theory and practice, unaddressed, and advancing (see Grant Pollock, 2011) o GAP †¢ Previous research has not yet investigated how different personality types may have different expectations towards leaders within the workplace. Neither Expectancy theory, Leader-Member Exchange Theory or Metaperceptions have addressed which expectations followers might have towardsRead MoreHamlet Diagnosis In Hamlet890 Words   |  4 PagesHamlet Diagnosis Rubric Requirement Points earned/possible Comments Introduction Paragraph 1 -Writer includes an introduction paragraph that gives some brief background about the general story of Hamlet -Introduction includes a thesis statement in which a clear claim is made about a character with a diagnosis of a mental health disorder. /6 Background paragraph 2 Writer discusses and describes symptoms and statistics of mental health disorders that were researched before a diagnosis wasRead MorePsychology Is The Scientific Study Of The Mind And Behavior1589 Words   |  7 Pages health, clinical, social behavior and cognitive processes. (Simply Psychology Website). But today I will introduce 4 parts from the introduction to Psychology. That is the learning, the human development, the personality and the stress. I think that passing through 4 parts, we can understand more about humans, and how they form about shaping, behavior, personality and the ways they deal with the environment outside. First, exploring about the types of learning, it changes in behavior through experienceRead MoreThe Application of the Big Five Model In HR Practice1242 Words   |  5 Pagesbrief introduction of the big five model and applies it into real business work place. Personality has a big influence on how an employee thinks, feels, and behaves when working. As employers or human resource managers, they can analyze employees’ behaviors and performance to distinguish the personality of them. Keywords: application, performance, recruitment, motivation. Introduction of the big five model. The Big Five model describes and categorizes different personalities into

What Is Thundersnow and How Does It Work

Thundersnow is a snowstorm accompanied by thunder and lightning. The phenomenon is rare, even in areas prone to snow. Youre not likely to get thunder and lightning during a gentle snowfall. The weather needs to be seriously bad. Examples of storms with thundersnow include the bomb cyclone of 2018,  Blizzard of 1978  (northeastern United States), Winter Storm Niko (Massachusetts), and Winter Storm Grayson (New York). Key Takeaways: Thundersnow Thundersnow refers to a snowstorm that produces thunder and lightning.Thundersnow is rare. It sometimes occurs on  plains, mountains, or coastlines, or  with lake-effect snow.The thunder of thundersnow is muted. The lightning appears whiter than usual and may carry a positive charge.Depending on the conditions, the precipitation might be freezing rain or hail instead of snow.   Where to Find Thundersnow Obviously, if it never gets cold enough to snow, thundersnow is out of the question. In any given year, an average of 6.4 events is reported worldwide. While thundersnow is uncommon  under any circumstances, some locations have more favorable conditions than others: Great plainsMountainsCoastlinesLake-effect regions Areas reporting higher-than-average thundersnow events include the eastern side of the Great Lakes of the United States and Canada, the plains regions of the midwestern United States, the Great Salt Lake, Mount Everest, the Sea of Japan, Great Britain, and elevated regions of Jordan and Israel. Specific cities known to experience thundersnow include Bozeman, Montana; Halifax, Nova Scotia;  and Jerusalem. Thundersnow tends to occur late in the season, typically April or May in the Northern Hemisphere. The peak formation month is March. Coastal regions may experience sleet, hail, or freezing rain rather than snow. How Thundersnow Works Thundersnow is rare because the conditions that produce snow tend to have a stabilizing effect on the atmosphere. In the winter, the surface and lower troposphere are cold and have low dew points. This means there is little moisture or convection to lead to lightning. Lightning superheats the air, while the rapid cooling produces the sound waves we call thunder. Thunderstorms can form in winter, but they have different characteristics. A typical normal thunderstorm consists of tall, narrow clouds that rise from a warm updraft leading from the surface up to around 40,000 feet. Thundersnow usually forms when layers of flat snow clouds develop instability and experience dynamic lifting. Three causes lead to the instability. A normal thunderstorm at the edge of a warm or cold front can run into cold air, changing rain into freezing rain or snow.Synoptic forcing, such as might be seen in an extratropical cyclone, can lead to thundersnow.  The flat snow clouds become bumpy or develop what are called turrets. Turrets rise about the clouds, making the top layer unstable. Turbulence causes water molecules or ice crystals to gain or lose electrons. When the electrical charge difference between two bodies becomes large enough, lightning occurs.A cold air front passing over warmer water can produce thundersnow. This is the type of thundersnow most often seen near the Great Lakes or near and ocean. Differences From a Normal Thunderstorm The obvious difference between a typical thunderstorm and thundersnow is that a thunderstorm produces rain, while thundersnow is associated with  snow. However, the thunder and lightning of thundersnow are different, too. Snow muffles sound, so thundersnow thunder sounds subdued and doesnt travel as far as it would in a clear or rainy sky. Normal thunder may be heard miles from its source, while thundersnow thunder tends to be restricted to a 2 to 3 mile (3.2 to 4.8 kilometer) radius from the lightning strike. While thunder may be muted, lightning flashes are enhanced by reflective snow. Thundersnow lightning typically appears white or golden, rather than the usual blue or violet of thunderstorm lightning. Thundersnow Hazards The conditions that lead to thundersnow also lead to dangerously cold temperatures and  poor visibility from blowing snow. Tropical force wind is possible. Thundersnow is most common with blizzards or severe winter storms. Thundersnow lightning is more likely to have a positive electrical charge. The positive polarity lightning is more destructive than usual negative polarity lightning. Positive lightning may be up to ten times stronger than negative lightning, up to 300,000 amperes and one billion volts. Sometimes positive strikes occur over 25 miles away from the point of precipitation. Thundersnow lightning can  cause a fire or damage a power line. Sources Patrick S. Market, Chris E. Halcomb, and Rebecca L. Ebert (2002). A Climatology of Thundersnow Events over the Contiguous United States. American Meteorological Society. Retrieved 20 February 2018.Rauber, R.M.; et al. (2014). Stability and Charging Characteristics of the Comma Head region of Continental Winter Cyclones.  J. Atmos. Sci.  71  (5): 1559–1582.

The Social Welfare And Import Trade Of Britain And China

Title analysis: This essay will compare the social welfare and import export trade of Britain and China, and will evaluate the causes and consequences of the differences. In recent years, the import and export trade has been one of the factors of the rapid economic development of many countries, by increasing the production inputs, labour inputs and technology investment, and promoting economic development. At the same time, with the continuous development of economy, countries ensure the harmonious development of society by continuously improving the country s social welfare system, solving the problem of living in certain groups. China and UK are import and export trading powers, and in terms of social welfare there is a huge difference, Britain has a relatively sound social welfare system, however, because of China s large population and it is in the development stage of the social welfare system has many shortcomings. This essay will compare the Social Welfare and the import and export trade between China and the Britain. Social welfare is divided into its definition, children welfare and the elderly welfare. Import and export trade will compare t he UK’s and China’s comparing the products. Britain is known for its welfare state. The word first appeared during World War II. According to Rodney (1999), welfare State through politics and administration modifies market forces in at least three directions. First, by ensuring individuals and families a minimum incomeShow MoreRelatedThe Party Support Uk Leave The Eu1391 Words   |  6 Pagesaspects, politics, trade, immigration, and history. In the political dimension, UK and the EU countries have obvious difference on the issue of sovereignty (Biskup, 2003). Britain emphasis on the sovereignty of parliament is inalienable. But the EU countries claim that sovereignty not only focus on country completely, but also on the multiple levels, such as region, nation, or Europe. For the money and trade, the Eurozone’s terrible economic performance bring heavy blow to Britain because EuropeanRead MoreThe European Union ( Eu ) Essay1264 Words   |  6 PagesTreaty, a central banking system was created, which would eventually set up the creation of the Euro (the currency currently used in most of Europe). There are both ups and downs to the European Union as the world has seen with the latest news on Britain leaving the federation. With England out of the European Union, the world will suffer enormous global economic ramifications. The EU had a lot of good promise when it was first formed; for example, it helped unify Europe after the war and led toRead Morekoyo jeans Essay2661 Words   |  11 PagesKOYO-----------------------------------------------------------------4 3.1 External MACRO and MICRO ENVIRONMENT of Britain and USA----------------------6 3.2 Lifecycle Analysis of Britain and USA---------------------------------------------------------11 4. Motive for internationalization of KOYO-----------------------------------------------------12 5. National competitive advantage of Britain and USA---------------------------------------13 6. Entry modes in Britain and USA-----------------------------------------------------------------14 Read MoreEffects of Economic Globalization and Integration1397 Words   |  6 Pagesstagflation domestically: a period of high unemployment and high inflation. By 1945 – 1971, the inception of the Bretton Woods agreement procured embedded liberalism, in which states were mandated to guarantee full employment and other policies of welfare. The U.S. dollar became a fixed exchange currency, and the US directly invested in the reconstruction of European economies. In the 1970s, a breakdown of Bretton Woods agreement removed America as the hegemonic power; fixed exchange rates fell apartRead MoreFree Trade Potentially Brings Benefits For All Participating Countries1791 Words   |  8 Pages â€Å"Free trade potentially brings benefits to all participating countries.† Explain this statement, and discuss why many countries still maintain impediments to free trade. See the Extended Reading List for relevant references, and also consult the following: Baldwin, R.E. (2006). ‘Multilateralising regionalism: spaghetti bowls as building blocs on the path to global free trade.’ The World Economy, 29(11): 1451-1518. Brewer, T.L. (2010). ‘Trade policies and climate change policies: a rapidly expandingRead MoreEssay about Globalization: The Explotation of the Poor By the Rich1724 Words   |  7 Pageswill benefit creating choice, communicative cohesion and promoting Westernisation as a ‘good thing’, Arguably the latter intimate the widening of the social gap between the haves and the have not’s due to capitalist exploitation. According to Steger (2009) globalisation has four key affirmations. Firstly, globalisation considers developing new social connections, widening current enterprise, considering political, economic and cultural relationships. For example, politically cohesive organisationsRead MoreNeocolonialism: the Relationship Between Superpowers and the Developing World1622 Words   |  7 Pagesperipheral country Ghana, where core Britain indirectly controls the nation. In terms of trade, Britain pays low raw material and commodity export prices, where value is added through processing and industrialization. Ghana and subsequent countries facing neocolonialism pay high prices for manufactured goods. For this unequal relationship to be solved is for developing nations to be self-sufficient by controlling national resources (import substitution). To some extent, Britain seems very involved with Ghana’sRead MoreUk and Its Trade Patterns5911 Words   |  24 Pages1.0 Introduction 1.1 Purpose of the Report For the purpose of conducting this report the nation that has been chosen is the United Kingdom of Great Britain and Northern Ireland (commonly known as UK).The main purpose of this report is to analyse UK’s trade patterns over a forty year timeline and to identify the major ups and downs via linking to domestic economic policies or perhaps international events or either any significant circumstances that are relevant. 1.2 Background Information 1Read MoreImport Substitution vs. Export Promotion2959 Words   |  12 PagesImport Substitution vs. Export Promotion Econ 240 Term Paper Group (19) Members: Amjad Hussain (13020031) Awais Javed (13020529) Fahd Mukaddam (13020407) Haider Shah (13020528) Hassan Jamil (13020023) Muhammad Bilal Ayub (13020413) Words (using page 2): 371*7 = 2597 IS vs. EP 2 How do the strategies of international trade affect growth? Why at times countries adopted different strategies of international trade? How does Import Substitution Industrialization weigh against Export Promotion asRead MoreBrunei : The United States, And Future Direction1364 Words   |  6 Pagesbackground, government, strategic significance to the United States, and future direction. Background Brunei is predominantly an independent Islamic country located on the island of Borneo in Southeast Asia. Bordering Malaysia, Indonesia, and the South China Sea, Brunei consist of two sections, with a majority of its population mainly concentrated in the larger, western section (Szczepanski). Brunei’s influence peaked between the fifteenth and seventeenth centuries when control extended over coastal areas

Childhood Obesity The Overbearing Truth - 1664 Words

Jayden Sadettan Schlesinger English 131 November 22nd 2015 Childhood Obesity; the Overbearing Truth. â€Å"Childhood obesity is best tackled at home through improved parental involvement, increased physical exercise, better diet and restraint from eating† – Bob Filner Imagine growing up in a household where one can eat anything. Whether an unlimited amount of sweets or entrees. This is happening now. Parents are unaware of their children eating and physical habits. Leading to the whopping amount of $190 billion in medical bills. This is all because of obesity related problems in The United States (Phit). One out of three children are considered overweight or obese between the ages of 2-19 (Gavin). Childhood obesity is ruthless. It leads to an†¦show more content†¦Parents need to be ambitious for their kids. Parents need to be consumed in helping their kids in order for them to live a healthy lifestyle. By realizing they are the ones distributing the nutrients to their children. They will have a self-realization that the kids aren’t the ones making the bad decisions. Parents will then realize that they are the ones who are in charge of their child’s urgency for a healthier lifestyle. They will realize the media influences an d the increased of childhood obesity over the past 25 years. All across the world, society is infused with media. Everything is about it. Movies, news celebrities, and the worst one. Advertisements. These ads cause the human to long for the need to obtain a certain product. The greatest victim is the children. Watching television everyday can make the children ache for the need to own the new toy or something, junk food. Junk food is advertised as good food or â€Å"hip† food. Kids become persuaded with the images and videos into thinking that they must want it, thus asking their parents. A study done by Dr. Strasburger figured out that screen time that advertises junk food and fast food increases children s requests for those particular foods and products. Such as; snacking increases while watching TV or movies, and late-night screen time interferes with getting adequate amounts of sleep, which is a known risk factor for obesity (Strasburger). This includes the studies that were conducted by the nations

Adidas Is One of the Largest Companies in the Sporting Free Essays

ADIDAS MARKETING COMMUNICATIONS EFFECTIENESS ADIDAS MARKETING COMMUNICATIONS EFFECTIVENESS TABLE OF CONTENT 1. Executive summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 2. Introduction 2. We will write a custom essay sample on Adidas Is One of the Largest Companies in the Sporting or any similar topic only for you Order Now 1 Adidas Overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 2. 2 Europe sports equipment market overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4, 5, 6 3. Situtational Analysis 3. 1 PESTEL Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7, 8 3. 2 Porter’s Five Forces Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 3. 3 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10, 11 4. Consumer Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12, 13 5. Marketing Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 6. Communications Mix 6. 1 Sports sponsorship†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15, 16 . 2 Celebrity endorsement†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 16, 17 6. 3 Product placements†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 7. Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 8. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 9. Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦19 1. Executive summary| This report wi ll measure the effectiveness of Adidas’s advertising campaign. To achieve this goal this report will go through the French market analyse and the target consumers. Moreover, SWOT, PESTEL and Porter’s Five Forces analysis demonstrate the different opportunities in future for Adidas and the multiple factors influencing the sports equipment industry. Adidas is one the leading company in the sports equipment industry (with Nike, Reebok†¦), recognizable with its three bands, and since few years he is launching very effective campaigns. This effectiveness it’s due to the celebrity endorsement. This report will be introduced by the introduction of the overview of Adidas’s market and secondly the sport equipment market in general. 2. Introduction| 2. 1 Adidas Overview Adidas is one of the largest companies in the sporting goods industry. The group has divided its operating activities by major brand into three divisions: Adidas, Reebok and TaylorMade-Adidas Golf. The group operates through more than 170 subsidiaries in Europe, the US and Asia, each focusing on a particular market or part of the manufacturing process. After the financial crisis of 2008 and economic difficulties of 2009, Adidas came back strongly in 2010 and can show an excellent year. The Group generated a record â‚ ¬ 12 billion in sales, a growth of 9%, clearly outpacing his major competitors. 2. 2 Europe sports equipment market overview Adidas offers sports equipment for all sports. It provides footwear and apparel for each sport (cricket, football, running etc) England cricket team, sponsor Adidas R. Madrid football team, sponsor Adidas As we can see in the table 1, in Europe the sports equipment market grew by 2. 1% in 2011 to reach a value of â‚ ¬13. 9 billion (Marketline 2012). And according to recent figures this growth will continue to increase, for more than 10% between 2011 and 2016 (Marketline, 2012). Table 1: EUROPE SPORT EQUIPMENT MARKET FIGURES| Year| â‚ ¬ Billion| % Growth| 2007| 12. 7| | 2008| 13. 1| 3. 1| 2009| 13. 3| 1. 9| 2010| 13. 6| 2. 0| 2012| 13. 9| 2. 1| Source: Marketline The graph above clearly demonstrates that the French market is the most important as far as the sport equipment market is concerned, with a total value of â‚ ¬3. 7 billion in 2011. The German and UK market, with respectively 18% (â‚ ¬3. 5 billion) and 18. 3% (â‚ ¬ 3. 5 billion) of the market share, follow it. And then comes the Italian and Spanish market (Marketline, 2012). These five markets cover more than 72% of the European sports equipment market. Source: Marketline The most valuable segment in this industry it’s clearly the ball sport equipment segment. Adidas is well present, as they make footballs for the World Cup, UEFA Euro and the Champions League. These three competitions are the most watched all around the world (715 millions people watched the 2006 World Cup Final). FIFA World Cup 2010 UEFA Euro 2012 Champions League 12/13 According to the graph the less valuables segments are racket sport equipment (9. 5%) and golf equipment (13. 6%). By adding both figures they are still inferior comparing to the ball sport equipment (25. 5%). 3. Situtational Analysis| As mentioned above this report will analyse the leading sports equipment market, in this case the French market. 3. 1 PESTEL Analysis Through this PESTEL analysis we will analyse which factors any company has to consider, while entering the French sports industry. POLITICAL: France is a highly centralized country; an elite group is dominating in the state and the corporation sectors. This situation persists despite attempts to decentralize power in last few years. Furthermore, according to the recent report â€Å"corruption is perceived to be widespread in French politics†. Datamonitor, 2011) ECONOMICAL: From 1999 to 2007 France’s exports share in eurozone felled by 16%, and French exports were of a value of $595 billion in 2010 (declined by 4. 6%). This will affect the prospects of the French economy in the near future. (Datamonitor, 2011) For a company like Adidas, which exports a lot to Asia with a total market of â‚ ¬2, 972 million in China and other Asian market s, it can effects their sales. (Marketline, 2012) SOCIAL: The French population is becoming aged. Indeed, more than 17% of the population have more than 65 years (Insee, 2012). The Government is expecting to allow 4% of the GDP to healthcare, pensions and dependency care related to the aged people. (Datamonitor, 2011) TECHNOLOGICAL: After the industrial age France is moving towards technological age. Indeed, we can see it by the number of patents deposited at the US Patent and Trademark Office (USPTO), the figure reached 124,723 in 2010. (Datamonitor, 2011) In the other hand, the Government will withdraw the concept of Young Innovative Company, it will have is impact on the industrial growth and may reduce investments in the country. (Datamonitor, 2011) ENVIRONMENTAL: France was very active to prepare agreements on environmental protection and sustainable development and in the strengthening of international governance. In addition, with Norway, France initiated the Global Forest Partnership in 2010. (Datamonitor, 2011) But as the technological factors, the country is not encouraging and fulfilling his agreements. Indeed, last year France was assigned to the EU Court of Justice by the European Commission for its lack of attention in the industrial emissions regulations. The European Commission was telling that France has more than 60 factories that have not got environmental authorization of the EU. Datamonitor, 2011) LEGAL: Foreign investments increased by more than 20% couple of years ago, 782 projects lead to nearly 32,000 job. Most of these projects were related to the renewable energy sector. In 2010, non-national companies based in France created two million jobs. Many of the government’s tax and labour reforms have been met with cyni cism and public protests. The government may increase weekly working hours from 35 to 39 and abolish the wealth tax l’impot de solidarite sur la fortune. However, these moves will face public outrage and demonstration. 3. 2 Porter’s Five Forces Analysis We aim to measure an industry’s attractiveness and long-term profitability through Porter’s Five Forces analysis. Adidas and his competitor, as Nike, have reach to branch out in to retail after the industry of sports equipment has seen in recent years a great development of forward integration (as sportswear manufacturers). Despite the presence of major groups, in the French market of sports equipment, the market is still fragmented. Buyer power is becoming very strong, as there is a wide range of products available, and the existence of numbers of retailers and also the fact that some large firms have integrated forwards into retail. The expenses in sports equipment and apparel vary following the emergence of trends for particular sports. Another factor that influence purchases is the weather. It’s still possible to enter the French market by producing for example small quantities of custom-made golf and to have some economies of scales such as bulk buying. But, as seen in recent years the uninspiring revenue growth makes entry a less attractive for new entrants. The reliance on sales of sports equipment is reduced as many firms sell sports footwear and apparel in the French market. Rivalry is weakened as many large companies outsource their manufacturing. Marketline, 2012) Source: Marketline 3. 3 SWOT Analysis SWOT ANALYSIS| Strengths| Weaknesses| * Strong portfolio * Continuous research and development * Strong performance after 2010 FIFA World Cup * Worldwide presence | * Dependence on third party manufacturing * Unfunded postretirement obligations will impact cash flows adversely| Opportunities| Threat s| * Reorganization to improve efficiency * Sponsoring major sports events * Global footwear market is growing| * Counterfeit products * Competition * Fluctuations of foreign currencies | Adidas has in his portfolio three brands, as follows: Adidas, Reebok and TaylorMade-adidas Golf. Adidas is well present all around the world, Reebok is improving day by day (for instance Thierry Henry is sponsored by Reebok), and TaylorMade-adidas Golf is the less known brand of his portfolio. Because of their policy to encourage research and development allows Adidas to come out with new and better products to face competition of Nike. As mentioned above Adidas makes football for major football competition and it benefits of the success of these competitions. After the establishment in the European and American markets, Adidas is targeting Asian market (total market of â‚ ¬2, 972 million in China and other Asian markets). (Marketline, 2012) As Adidas outsource 95% of his production to Asian country (32% of his suppliers are Chinese) it cannot control the quality of his product. Indeed, several products made in China have been recall by many US companies after the publication of the Consumer Product Safety Commission report. The company cannot tolerate a lack of quality in front of Nike, in order to keep market shares. The company provides retirements benefits to most of their employees. According to a recent report, the company planned pensions of â‚ ¬67 million but they reached â‚ ¬74 million, so an unfunded status of â‚ ¬7 million. (Marketline, 2012) In order to enhance its efficiency Adidas undertook reorganization. Indeed, the company moved to a function-related structure from a vertically integrated brand structure. Adidas has many agreements for sports events: * Australia Olympic Committee until 2016 * Japan Football Association until 2015 * Spanish Football Federation until 2018 * Argentine Football Association until 2022 FIFA World Cup 2014 * UEFA EURO 2016 * UEFA Champions League * 11 year global agreements with the NBA (official sponsor NBA, Women’s NBA and the NBA Development League) These events will help the company to en enhance its brand image and awareness among customers and also to strength its profitability. The global footwear market, not only the European marke t, has shown a growth in recent years. According to Datamonitor, the global footwear market grew by 2. 6% in 2009 to reach a value of $196. 3 billion. Footwear, clothing, accessories and sportswear are the largest segments, accounting for 67. % of the market’s total value. Market’s forecast will reach the value of $230. 8 billion by 2014, representing an increase of 17. 6% from 2009. (Marketline, 2012) With the development of Asian countries, and the outsourcing of manufacturing of western companies in these countries, the counterfeit has increased and it’s a reel threat for companies. Adidas his facing competition of big companies, we identify as Adidas main competitors Nike, Puma, Callaway Golf Company and New Balance. As last threat we see the fluctuations of foreign currencies. For instance, in India a brand like Adidas is for the high-class society otherwise they cannot afford a football shirt, which cost about 60?. (Marketline, 2012) 4. Consumer Analysis| CONSUMER SEGMENTATION BASES| Behavioural| Demographic| * User status * Usage rate * Usage occasion * Brand loyalty * Benefits sought | * Income * Age * Sex * Race * Family| Psychographic| Geographic | * Values * Opinions * Attitudes Activities * Lifestyle| * International * Regional| This table shows the consumer segmentation bases that any company can use. They are usually the same regardless of the sector. Companies use segmentation in order to divid into groups’ consumers that have some characteristics and needs in common (Doole et al. , 2005). Hence, the company can attract easily those groups with specifics products. As his main competitor, Nike, Adidas target particularly young and middle age that practice sport. Another category of Adidas’s consumers has made by teams’ supporters (Real Madrid sold 1. 4 million shirts, Goal. com). Furthermore, there is a turnover of â‚ ¬1. 2 billion in goods related to football (Reuters 2012). Because of is large portfolio the company attract different customer markets with each brand, for instance golf interested consumers with TaylorMade-adidas Golf. The following perceptual map shows the positioning of Adidas as a company offering high quality products for a High price. Foot Locker and K-Swiss try to attract people with a lower income, whereas Nike and Puma apply the same price-quality strategy than Adidas. The competitive advantage of Adidas in comparison to those two companies, however, is its positive brand image. At least, in the decision-making units (D. M. U) we may be influence by friends, the press or by the company’s advertising. The person who buys, decides and uses is usually the same. 5. Marketing Objectives| As any company, which is not the leader in his sector, Adidas has as objective to try to extend his market shares and in long terms strategy to be the leader by a continuous research and development of innovation. Through these innovations steps Adidas can provide comprehensive solutions to his customers (Kotlet and Keller, 2009). One of the reasons of Adidas’s campaigns effectiveness is his brand awareness with his three bands logo. And also is slogan â€Å"Impossible is nothing†, outpace our limits; make the impossible possible. In a survey reported by SportsOne (2010), 98. 8% of the respondent pool aged 13 and up that purchased athletic footwear or apparel could associate at each one of the brand elements to the company name. And another key factor is the role of celebrity endorsement. Through this marketing tool fans can associate themselves to the celebrity and to the brand. 6. Communications Mix| In order to target a wide audience and to build its brand equity, Adidas uses several marketing communications tools. According to Duncan and Moriarty the brand delivers impressions, that can strengthen or weaken customers views of a company, on each contact it has with his customers. Kotler and Keller reinforce this as they said the shape and colour of the package, the product’s style and price, the store decor, the salesperson’s (dress and manner) communicates to buyers. 6. 1 Sports sponsorship Because they benefits of a large coverage, sports activities are more attractive to sponsors (Fill, 2011). Indeed, sport events are the most sponsored because: * They attract large audience * Simplistic measure of segmentation Events duration permits to be more visible As shown above Adidas’s main segment is football with a market share of 34% (Chazouilleres, 2010). Therefore, Adidas’s sponsorship with major football teams has been motivated because of â€Å"the attraction of large and specific target audiences with whom a degree of fit is considered to exist† (Fill, 2011) . Amongst football teams we can mention clubs like Real Madrid (2nd largest fans group in world), Chelsea (6th); national teams as Argentina, Spain; and of course the sponsorships of major football competition for years (FIFA World Cup, Olympics†¦). | Sponsorship is one of the important parts of the communications mix because it allows companies to communicate without the clutter of advertising. Of all types of sponsorship sport has captioned most attention and money (Fill, 2011). 6. 2 Celebrity endorsement In particular, a celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgements and feelings (McCracken, 1989). Therefore, celebrities can play a more strategic role for their brands, not only by endorsing a product but also helping to design, position and sell merchandise and services. In these last years Adidas has sponsored many famous football players as Zinedine Zidane, David Beckham. Nowadays the main celebrity endorsed by Adidas is definitely Lionel Messi. They aim to attract football fans, and Adidas launched couple of weeks ago special football shoes for Lionel Messi (AdiZero F50, with a computer chip inside). 6. 3 Product placements Another tool of the communications mix is the product placement. This tool consists of putting his products, usually, in movies. Adidas uses this media because it’s a â€Å"billion dollar market† (Scevak, 2001). But since a decade product placement is not only made in movies but in all types of TV shows (Steinberg and Vranica, 2004). Since the release of â€Å"Blades of Glory†, we know that figure skating without Adidas is simply not the truth. The main characters guide you through the whole movie. In 2007 Adidas was already present in â€Å"Norbit,† â€Å"Stomp the Yard† and â€Å"The Messengers†. 7. Recommendations| For the future Adidas should be more aware about his brand image. Outsourcing 98% of his production in Asian country can affect his brand image because of the poor quality these manufacturers offer. By outsourcing his production can damage is research and development, which cost a lot. These two things, innovation and lack of quality, don’t match. Adidas should handle it as soon as possible in order to extend his market shares and face the competition. The company should continue to sign celebrities as they currently do. The celebrity endorsement is the main key of the marketing campaigns. But Adidas should not only focus on football market (even if is reliable market). It shows that company depends a lot on it. If in the future the market goes down, Adidas can be heavily affects by this. An ultimate recommendation can be to reinforce his presence on social networks as its use is growing amongst the youth market. 8. Conclusion| In this report we gave an overview of Adidas and the European sports equipment market. And we remarked that Adidas is the leading group in football industry, and the 2nd in sports equipment industry (after Nike). Then the report focused on the French sports equipment market. We analysed the market through two analyses, as follows: PESTEL, Porter’s five forces; and we made the SWOT analysis for Adidas. Targeted consumer are analysed nd marketing objectives are given to know how Adidas approach these consumers. We choose three different tools – sports sponsorship, celebrity endorsement and product placement – in order to explain the communication strategy used by Adidas. Finally, recommendations are done on how, in future, Adidas can maintain his leading position in the football industry and how to extend market shares and ho w face the competition. 9. Bibliography| Marketline (2012) Industry Profile – Europe Sports Equipment Marketline (2012) Industry Profile – France Sports Equipment Datamonitor (2011) Country Analysis Report France Datamonitor (2011) Company Profile adidas AG Institut national de la statistique et des etudes economiques –Insee (2012) Bilan demographique SportsOne (2010) Doole, I. , Lancaster, P. and Lowe, R. (2005) Understanding and managing customers, Essex: FT Prentice Hall Kotler, P. and Keller, K. L. (2009) Marketing Management, 13th Edition, Pearson International Edition Duncan, T. and Moriarty, S. (2006) â€Å"How Integrated Marketing Communication’s ‘Touch Points’ can operationalize the service-dominant logic†, The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions Fill, C. (2011) Essentials of marketing communications, 1st Edition, Prentice Hall Steinberg, B. and Vranica, S. (2004) â€Å"Prime-Time TV’s New Guest Stars: Products†, Wall Street Journal, January 13, 2004 McCracken, G. (1989) â€Å"Who is the celebrity endorser? Cultural foundations of the endorsement process†, Journal of Consumer Research, December 1989, 16 Scevak, N. (2001) â€Å"The Evolution of Product Placement† Available URL: http://www. internetnews. com/bus-news/article. php/785431/The+Evolution+of +Product+Placement. htm How to cite Adidas Is One of the Largest Companies in the Sporting, Essay examples

Adidas Is One of the Largest Companies in the Sporting Free Essays

ADIDAS MARKETING COMMUNICATIONS EFFECTIENESS ADIDAS MARKETING COMMUNICATIONS EFFECTIVENESS TABLE OF CONTENT 1. Executive summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 2. Introduction 2. We will write a custom essay sample on Adidas Is One of the Largest Companies in the Sporting or any similar topic only for you Order Now 1 Adidas Overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 2. 2 Europe sports equipment market overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4, 5, 6 3. Situtational Analysis 3. 1 PESTEL Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7, 8 3. 2 Porter’s Five Forces Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 3. 3 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10, 11 4. Consumer Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12, 13 5. Marketing Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 6. Communications Mix 6. 1 Sports sponsorship†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15, 16 . 2 Celebrity endorsement†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 16, 17 6. 3 Product placements†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 7. Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 8. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 9. Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦19 1. Executive summary| This report wi ll measure the effectiveness of Adidas’s advertising campaign. To achieve this goal this report will go through the French market analyse and the target consumers. Moreover, SWOT, PESTEL and Porter’s Five Forces analysis demonstrate the different opportunities in future for Adidas and the multiple factors influencing the sports equipment industry. Adidas is one the leading company in the sports equipment industry (with Nike, Reebok†¦), recognizable with its three bands, and since few years he is launching very effective campaigns. This effectiveness it’s due to the celebrity endorsement. This report will be introduced by the introduction of the overview of Adidas’s market and secondly the sport equipment market in general. 2. Introduction| 2. 1 Adidas Overview Adidas is one of the largest companies in the sporting goods industry. The group has divided its operating activities by major brand into three divisions: Adidas, Reebok and TaylorMade-Adidas Golf. The group operates through more than 170 subsidiaries in Europe, the US and Asia, each focusing on a particular market or part of the manufacturing process. After the financial crisis of 2008 and economic difficulties of 2009, Adidas came back strongly in 2010 and can show an excellent year. The Group generated a record â‚ ¬ 12 billion in sales, a growth of 9%, clearly outpacing his major competitors. 2. 2 Europe sports equipment market overview Adidas offers sports equipment for all sports. It provides footwear and apparel for each sport (cricket, football, running etc) England cricket team, sponsor Adidas R. Madrid football team, sponsor Adidas As we can see in the table 1, in Europe the sports equipment market grew by 2. 1% in 2011 to reach a value of â‚ ¬13. 9 billion (Marketline 2012). And according to recent figures this growth will continue to increase, for more than 10% between 2011 and 2016 (Marketline, 2012). Table 1: EUROPE SPORT EQUIPMENT MARKET FIGURES| Year| â‚ ¬ Billion| % Growth| 2007| 12. 7| | 2008| 13. 1| 3. 1| 2009| 13. 3| 1. 9| 2010| 13. 6| 2. 0| 2012| 13. 9| 2. 1| Source: Marketline The graph above clearly demonstrates that the French market is the most important as far as the sport equipment market is concerned, with a total value of â‚ ¬3. 7 billion in 2011. The German and UK market, with respectively 18% (â‚ ¬3. 5 billion) and 18. 3% (â‚ ¬ 3. 5 billion) of the market share, follow it. And then comes the Italian and Spanish market (Marketline, 2012). These five markets cover more than 72% of the European sports equipment market. Source: Marketline The most valuable segment in this industry it’s clearly the ball sport equipment segment. Adidas is well present, as they make footballs for the World Cup, UEFA Euro and the Champions League. These three competitions are the most watched all around the world (715 millions people watched the 2006 World Cup Final). FIFA World Cup 2010 UEFA Euro 2012 Champions League 12/13 According to the graph the less valuables segments are racket sport equipment (9. 5%) and golf equipment (13. 6%). By adding both figures they are still inferior comparing to the ball sport equipment (25. 5%). 3. Situtational Analysis| As mentioned above this report will analyse the leading sports equipment market, in this case the French market. 3. 1 PESTEL Analysis Through this PESTEL analysis we will analyse which factors any company has to consider, while entering the French sports industry. POLITICAL: France is a highly centralized country; an elite group is dominating in the state and the corporation sectors. This situation persists despite attempts to decentralize power in last few years. Furthermore, according to the recent report â€Å"corruption is perceived to be widespread in French politics†. Datamonitor, 2011) ECONOMICAL: From 1999 to 2007 France’s exports share in eurozone felled by 16%, and French exports were of a value of $595 billion in 2010 (declined by 4. 6%). This will affect the prospects of the French economy in the near future. (Datamonitor, 2011) For a company like Adidas, which exports a lot to Asia with a total market of â‚ ¬2, 972 million in China and other Asian market s, it can effects their sales. (Marketline, 2012) SOCIAL: The French population is becoming aged. Indeed, more than 17% of the population have more than 65 years (Insee, 2012). The Government is expecting to allow 4% of the GDP to healthcare, pensions and dependency care related to the aged people. (Datamonitor, 2011) TECHNOLOGICAL: After the industrial age France is moving towards technological age. Indeed, we can see it by the number of patents deposited at the US Patent and Trademark Office (USPTO), the figure reached 124,723 in 2010. (Datamonitor, 2011) In the other hand, the Government will withdraw the concept of Young Innovative Company, it will have is impact on the industrial growth and may reduce investments in the country. (Datamonitor, 2011) ENVIRONMENTAL: France was very active to prepare agreements on environmental protection and sustainable development and in the strengthening of international governance. In addition, with Norway, France initiated the Global Forest Partnership in 2010. (Datamonitor, 2011) But as the technological factors, the country is not encouraging and fulfilling his agreements. Indeed, last year France was assigned to the EU Court of Justice by the European Commission for its lack of attention in the industrial emissions regulations. The European Commission was telling that France has more than 60 factories that have not got environmental authorization of the EU. Datamonitor, 2011) LEGAL: Foreign investments increased by more than 20% couple of years ago, 782 projects lead to nearly 32,000 job. Most of these projects were related to the renewable energy sector. In 2010, non-national companies based in France created two million jobs. Many of the government’s tax and labour reforms have been met with cyni cism and public protests. The government may increase weekly working hours from 35 to 39 and abolish the wealth tax l’impot de solidarite sur la fortune. However, these moves will face public outrage and demonstration. 3. 2 Porter’s Five Forces Analysis We aim to measure an industry’s attractiveness and long-term profitability through Porter’s Five Forces analysis. Adidas and his competitor, as Nike, have reach to branch out in to retail after the industry of sports equipment has seen in recent years a great development of forward integration (as sportswear manufacturers). Despite the presence of major groups, in the French market of sports equipment, the market is still fragmented. Buyer power is becoming very strong, as there is a wide range of products available, and the existence of numbers of retailers and also the fact that some large firms have integrated forwards into retail. The expenses in sports equipment and apparel vary following the emergence of trends for particular sports. Another factor that influence purchases is the weather. It’s still possible to enter the French market by producing for example small quantities of custom-made golf and to have some economies of scales such as bulk buying. But, as seen in recent years the uninspiring revenue growth makes entry a less attractive for new entrants. The reliance on sales of sports equipment is reduced as many firms sell sports footwear and apparel in the French market. Rivalry is weakened as many large companies outsource their manufacturing. Marketline, 2012) Source: Marketline 3. 3 SWOT Analysis SWOT ANALYSIS| Strengths| Weaknesses| * Strong portfolio * Continuous research and development * Strong performance after 2010 FIFA World Cup * Worldwide presence | * Dependence on third party manufacturing * Unfunded postretirement obligations will impact cash flows adversely| Opportunities| Threat s| * Reorganization to improve efficiency * Sponsoring major sports events * Global footwear market is growing| * Counterfeit products * Competition * Fluctuations of foreign currencies | Adidas has in his portfolio three brands, as follows: Adidas, Reebok and TaylorMade-adidas Golf. Adidas is well present all around the world, Reebok is improving day by day (for instance Thierry Henry is sponsored by Reebok), and TaylorMade-adidas Golf is the less known brand of his portfolio. Because of their policy to encourage research and development allows Adidas to come out with new and better products to face competition of Nike. As mentioned above Adidas makes football for major football competition and it benefits of the success of these competitions. After the establishment in the European and American markets, Adidas is targeting Asian market (total market of â‚ ¬2, 972 million in China and other Asian markets). (Marketline, 2012) As Adidas outsource 95% of his production to Asian country (32% of his suppliers are Chinese) it cannot control the quality of his product. Indeed, several products made in China have been recall by many US companies after the publication of the Consumer Product Safety Commission report. The company cannot tolerate a lack of quality in front of Nike, in order to keep market shares. The company provides retirements benefits to most of their employees. According to a recent report, the company planned pensions of â‚ ¬67 million but they reached â‚ ¬74 million, so an unfunded status of â‚ ¬7 million. (Marketline, 2012) In order to enhance its efficiency Adidas undertook reorganization. Indeed, the company moved to a function-related structure from a vertically integrated brand structure. Adidas has many agreements for sports events: * Australia Olympic Committee until 2016 * Japan Football Association until 2015 * Spanish Football Federation until 2018 * Argentine Football Association until 2022 FIFA World Cup 2014 * UEFA EURO 2016 * UEFA Champions League * 11 year global agreements with the NBA (official sponsor NBA, Women’s NBA and the NBA Development League) These events will help the company to en enhance its brand image and awareness among customers and also to strength its profitability. The global footwear market, not only the European marke t, has shown a growth in recent years. According to Datamonitor, the global footwear market grew by 2. 6% in 2009 to reach a value of $196. 3 billion. Footwear, clothing, accessories and sportswear are the largest segments, accounting for 67. % of the market’s total value. Market’s forecast will reach the value of $230. 8 billion by 2014, representing an increase of 17. 6% from 2009. (Marketline, 2012) With the development of Asian countries, and the outsourcing of manufacturing of western companies in these countries, the counterfeit has increased and it’s a reel threat for companies. Adidas his facing competition of big companies, we identify as Adidas main competitors Nike, Puma, Callaway Golf Company and New Balance. As last threat we see the fluctuations of foreign currencies. For instance, in India a brand like Adidas is for the high-class society otherwise they cannot afford a football shirt, which cost about 60?. (Marketline, 2012) 4. Consumer Analysis| CONSUMER SEGMENTATION BASES| Behavioural| Demographic| * User status * Usage rate * Usage occasion * Brand loyalty * Benefits sought | * Income * Age * Sex * Race * Family| Psychographic| Geographic | * Values * Opinions * Attitudes Activities * Lifestyle| * International * Regional| This table shows the consumer segmentation bases that any company can use. They are usually the same regardless of the sector. Companies use segmentation in order to divid into groups’ consumers that have some characteristics and needs in common (Doole et al. , 2005). Hence, the company can attract easily those groups with specifics products. As his main competitor, Nike, Adidas target particularly young and middle age that practice sport. Another category of Adidas’s consumers has made by teams’ supporters (Real Madrid sold 1. 4 million shirts, Goal. com). Furthermore, there is a turnover of â‚ ¬1. 2 billion in goods related to football (Reuters 2012). Because of is large portfolio the company attract different customer markets with each brand, for instance golf interested consumers with TaylorMade-adidas Golf. The following perceptual map shows the positioning of Adidas as a company offering high quality products for a High price. Foot Locker and K-Swiss try to attract people with a lower income, whereas Nike and Puma apply the same price-quality strategy than Adidas. The competitive advantage of Adidas in comparison to those two companies, however, is its positive brand image. At least, in the decision-making units (D. M. U) we may be influence by friends, the press or by the company’s advertising. The person who buys, decides and uses is usually the same. 5. Marketing Objectives| As any company, which is not the leader in his sector, Adidas has as objective to try to extend his market shares and in long terms strategy to be the leader by a continuous research and development of innovation. Through these innovations steps Adidas can provide comprehensive solutions to his customers (Kotlet and Keller, 2009). One of the reasons of Adidas’s campaigns effectiveness is his brand awareness with his three bands logo. And also is slogan â€Å"Impossible is nothing†, outpace our limits; make the impossible possible. In a survey reported by SportsOne (2010), 98. 8% of the respondent pool aged 13 and up that purchased athletic footwear or apparel could associate at each one of the brand elements to the company name. And another key factor is the role of celebrity endorsement. Through this marketing tool fans can associate themselves to the celebrity and to the brand. 6. Communications Mix| In order to target a wide audience and to build its brand equity, Adidas uses several marketing communications tools. According to Duncan and Moriarty the brand delivers impressions, that can strengthen or weaken customers views of a company, on each contact it has with his customers. Kotler and Keller reinforce this as they said the shape and colour of the package, the product’s style and price, the store decor, the salesperson’s (dress and manner) communicates to buyers. 6. 1 Sports sponsorship Because they benefits of a large coverage, sports activities are more attractive to sponsors (Fill, 2011). Indeed, sport events are the most sponsored because: * They attract large audience * Simplistic measure of segmentation Events duration permits to be more visible As shown above Adidas’s main segment is football with a market share of 34% (Chazouilleres, 2010). Therefore, Adidas’s sponsorship with major football teams has been motivated because of â€Å"the attraction of large and specific target audiences with whom a degree of fit is considered to exist† (Fill, 2011) . Amongst football teams we can mention clubs like Real Madrid (2nd largest fans group in world), Chelsea (6th); national teams as Argentina, Spain; and of course the sponsorships of major football competition for years (FIFA World Cup, Olympics†¦). | Sponsorship is one of the important parts of the communications mix because it allows companies to communicate without the clutter of advertising. Of all types of sponsorship sport has captioned most attention and money (Fill, 2011). 6. 2 Celebrity endorsement In particular, a celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgements and feelings (McCracken, 1989). Therefore, celebrities can play a more strategic role for their brands, not only by endorsing a product but also helping to design, position and sell merchandise and services. In these last years Adidas has sponsored many famous football players as Zinedine Zidane, David Beckham. Nowadays the main celebrity endorsed by Adidas is definitely Lionel Messi. They aim to attract football fans, and Adidas launched couple of weeks ago special football shoes for Lionel Messi (AdiZero F50, with a computer chip inside). 6. 3 Product placements Another tool of the communications mix is the product placement. This tool consists of putting his products, usually, in movies. Adidas uses this media because it’s a â€Å"billion dollar market† (Scevak, 2001). But since a decade product placement is not only made in movies but in all types of TV shows (Steinberg and Vranica, 2004). Since the release of â€Å"Blades of Glory†, we know that figure skating without Adidas is simply not the truth. The main characters guide you through the whole movie. In 2007 Adidas was already present in â€Å"Norbit,† â€Å"Stomp the Yard† and â€Å"The Messengers†. 7. Recommendations| For the future Adidas should be more aware about his brand image. Outsourcing 98% of his production in Asian country can affect his brand image because of the poor quality these manufacturers offer. By outsourcing his production can damage is research and development, which cost a lot. These two things, innovation and lack of quality, don’t match. Adidas should handle it as soon as possible in order to extend his market shares and face the competition. The company should continue to sign celebrities as they currently do. The celebrity endorsement is the main key of the marketing campaigns. But Adidas should not only focus on football market (even if is reliable market). It shows that company depends a lot on it. If in the future the market goes down, Adidas can be heavily affects by this. An ultimate recommendation can be to reinforce his presence on social networks as its use is growing amongst the youth market. 8. Conclusion| In this report we gave an overview of Adidas and the European sports equipment market. And we remarked that Adidas is the leading group in football industry, and the 2nd in sports equipment industry (after Nike). Then the report focused on the French sports equipment market. We analysed the market through two analyses, as follows: PESTEL, Porter’s five forces; and we made the SWOT analysis for Adidas. Targeted consumer are analysed nd marketing objectives are given to know how Adidas approach these consumers. We choose three different tools – sports sponsorship, celebrity endorsement and product placement – in order to explain the communication strategy used by Adidas. Finally, recommendations are done on how, in future, Adidas can maintain his leading position in the football industry and how to extend market shares and ho w face the competition. 9. Bibliography| Marketline (2012) Industry Profile – Europe Sports Equipment Marketline (2012) Industry Profile – France Sports Equipment Datamonitor (2011) Country Analysis Report France Datamonitor (2011) Company Profile adidas AG Institut national de la statistique et des etudes economiques –Insee (2012) Bilan demographique SportsOne (2010) Doole, I. , Lancaster, P. and Lowe, R. (2005) Understanding and managing customers, Essex: FT Prentice Hall Kotler, P. and Keller, K. L. (2009) Marketing Management, 13th Edition, Pearson International Edition Duncan, T. and Moriarty, S. (2006) â€Å"How Integrated Marketing Communication’s ‘Touch Points’ can operationalize the service-dominant logic†, The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions Fill, C. (2011) Essentials of marketing communications, 1st Edition, Prentice Hall Steinberg, B. and Vranica, S. (2004) â€Å"Prime-Time TV’s New Guest Stars: Products†, Wall Street Journal, January 13, 2004 McCracken, G. (1989) â€Å"Who is the celebrity endorser? Cultural foundations of the endorsement process†, Journal of Consumer Research, December 1989, 16 Scevak, N. (2001) â€Å"The Evolution of Product Placement† Available URL: http://www. internetnews. com/bus-news/article. php/785431/The+Evolution+of +Product+Placement. htm How to cite Adidas Is One of the Largest Companies in the Sporting, Essay examples

Strengths and Weaknesses Employment Relations in China

Question: Discuss about the Strengths and Weaknesses for Employment Relations in China. Answer: Introduction The employment relations in each and every country are monitored and reviewed by the legal framework developed by the state government. Employment relations are described as the legal link existing between employers and employees for exchange of performing services by an employee in return of compensation provided by the employers. The role of government on industrial relations is very important as it determines the legal obligations of both the employer and employees on each other. The existence of legal laws and regulations developed by state plays a critical role in promoting good employment relations by providing equal degree of control to both the parties in context (Blyton et al., 2008). In this regard, the present paper assesses the strengths and the weaknesses of the role that the state plays in the system of employment relations in China. Assessment of strengths and weaknesses of the role that the state plays in the system of employment relations in China General Assessment of Role of State in Employment Relations Employment relations are not only limited to the employer-employee relations but also includes industry context which provides framework for governing these relations. Employment relations generally exist at individual as well as at collective level. Individual level includes the relationship existing between employer and employees while at collective level it refers to the relationship existing between association of employer and employees such as trade unions (Dzimbiri, 2008).The role of state and central government is very important in regulating employer-employee relations at collective level for ensuring protection of interests of both the parties. Thus, it can be said that there are three major parties involved in employment relations that are, employer, employees and government. The state and central government holds the responsibility of regulating employer-employee relations through development of legal laws and regulations for monitoring the working conditions in industrial sector (Blyton et al., 2008). Also, the state also established labor courts, tribunals and other regulatory bodies for resolving conflicts arising between employer-employees in any context. The state government also plays a major role in promoting collective bargaining to protect the exploitation of workers by employers (Dzimbiri, 2008). Collective bargaining can be described as a process of carrying out negotiation between employees and employers association for determining the employment terms and conditions such as remuneration, working hours, benefits, health and safety. Collective bargaining process has played a significant role in promoting fair employment relations and improving working conditions (Bendix, 2001). The state government holds the authority to take decisions in the matters involved in disputes related to wages and working conditions that is to should be abided by both employers and employees. The state government is actively involved in introducing major steps for promoting growth of trade uni ons in developing and underdeveloped economies of the world. In addition to this, it also takes voluntary initiatives such as establishing codes of conduct and discipline for industries to achieve industrial peace and harmony. The government holds all the legal power to impose decisions in the event of strikes and lockout for overcoming industrial unrest (Dzimbiri, 2008). Labor Market in China The introduction of economic reform in China has opened up its economy to outside world, which is facilitating the economic activities between domestic community and other countries. This has caused major changes in the employment relations in the country over the past few years (Wu, 2006). There have been large scale establishments of non-public entities in the country causing large scale increase in the number of employees. The state enterprises in the country were largely restructured for enhancing the volume of productivity (Rush, 2011). This leads to a significant increase in the number of employee responsible for the occurrence of industrial disputes in the country. The reforms in China have facilitated rapid development of industries caused by the large scale migration of workers from rural to urban areas in search of employment. The unlimited supply of labor in Chinese market is responsible for creating an imbalance between supply and demand factors of labor. The growing inte nsity of labor in Chinese market has caused the occurrence of several conflicts between employer and employees. Industrial conflicts have evolved as a major prominent issue in the countrys market with the fraction of disputes increasing in number dramatically (China: from surplus labor and unemployment risk, to labor shortages in a decade, 2015). The nature of industrial disputes relating to employment relations is collective in nature. The major causes of industrial disputes in Chinas labor market are compensation, economic remedies, labor insurance and welfare programs. The percentage of industrial disputes in Chinas market is increasing at a rapid rate for example, there were approximately about 515,000 workers involved in collective disputes in the year 2003 that represents about 61.6% of the total industrial disputes. The nature of employment disputes being collective in nature is complex in nature and thus their resolution poses difficulty for the management and government in China. There is relative increase in the mass protest and campaigns in the country indicating workers dissatisfaction about their working conditions (Lee and Warner, 2006). The major example of industrial disputes occurred in China on account of employment relations are of Hondas strikes in the year 2010. The main cause for the occurrence of strike in the company was relating to compensation conditions of employees. Thus, the increasing number of industrial disputes in the country has laid to the necessity of introducing sound HRM practices in the management practices of companies in the country. The role of state has become very crucial in China for overcoming the increasing rate of industrial disputes in the country through enforcement of mandatory laws and regulations to be followed by the industries in the country (Chan and Hui, 2012). Laws and Regulations in China China mainly adopts and follows a centralized system of government. Thus, state governance occupies the main role in Chinese market for developing policies relating to promoting welfare of its citizens. Chinese Communist Party has established Peoples Republic of China (PRC) in the year 1949 for implementing an institutional framework for governing employment relations. The Labor law was passed by PRC government in the year 1994 for promoting employees welfare. The law mainly emphasized on protecting the legal rights of employees and for overcoming conflicts arising between employer and employees (Xie, 2015). The institutions covered under the law include state-owned and private enterprises, government agencies and the individual economic organization. The law provides employees the authority to form trade unions for representing their interests and opinions in front of the management. The trade union developed will function independently in order to protect the legal rights of employ ees (Brown, 2010). Labor law mainly covers the issues related to labor contacts, collective agreements, work hours, leaves, compensation, safety and health, child work protection, social insurance and benefits. In addition to this, Trade Union Law has been passed by PRC government in 2001 for resolving the conflicts arising between employer and employees for promoting harmonious industrial relations (Cooney et al., 2013). The main objective behind the development of trade union law was to provide assistance to institutions in the event of any conflicting situation for restoring work and order. There has also been the development of Employees Assembly in China that is mainly seen as a democratic management system adopted at enterprise level for monitoring the daily work activities of organizations. Employees Assembly holds the responsibility of increasing the trade union power in the decision-making process of enterprises. Employees Assembly functions under the control of Communist party and enforces th e policies and principles of State party at the enterprise level. Employment Promotion law in China is mainly developed for promoting positive interaction between employer and employees and reducing inequality in employment relations. It grants protection to the employees against any form of discrimination based on the factors such as ethnicity, race, gender, religions or any other such factor. It ensures providing equal employment options to the workers by offering employment in accordance with their duties (Shen, 2007). Role of State in Employment Relations in China Employment relations system in China is mainly governed and regulated by the state governance. It is a labor administration system dominated mainly by the state government. The state government regulates and monitors the employment relations through the implementation of a collective consultation system (Dzimbiri, 2008).The increasing rate of industrial conflicts in Chinese economy has led to the establishment of a collective contract system for managing labor relations through carrying out negotiations between employer and employees. The general conditions of employment in China are manly governed by national laws and are implemented in accordance with provincial and municipal regulations. The development of Trade Union Law has caused the establishment of collective contract system as a measure of adopting a legal framework for monitoring employment relations in China (Lee, 2006). ACFTU, that is All China Federation of Trade Unions, has emphasized on the adoption and implementation of a collective contract system as a critical means for regulating labor relations in the changing economic context of the country. The state government has enforced enterprises to sign collective contracts for enhancing the power of trade unions in regulating employment relations (Shen, 2007).Trade union plays a major role in protecting the rights and interests of employees and resolving the industrial conflicts arising on the basis of wages and working conditions. The state has directed ACFTU the responsibility of promoting reforms in employment relation system in China in order to promote industrial peace. The economic reforms brought in the China have led to a sudden increase in the number of industrial disputes . In this context, ACFTU holds the responsibility of ensuring good relations between management, state and the trade union. The state government plays a critical role in initiating the system of collective consultation and its implementation at the enterprise level is mainly under the control of trade union. The process of collective consultation adopted by the enterprises in China can be stated as a method of referring the proposals recommended by the management and trade union to all the levels of an enterprise and reporting the feedback gained to the trade union for consideration purpose (Guo, 2012). The development of collective consultation system has provided a full authority to state government for monitoring and reviewing the employment relations in China through controlling trade union activities. Collective contract process provides state government the power to initiate and intervene in the negotiations carried out between employer and employees in the situations of the occurrence of industrial disputes. The state can enforce necessary laws and regulations on enterprises through collective consultation system for regulating employment relations system (Cooke, 2005). The employment relations in China are mainly under the control of state but provide a great degree of diversity depending on the type of ownership in enterprises. The trade unions does not occupy freedom of implementing reforms in the employment relations but in context are regulated by the party organizations at the state level. Thus, it can be said that state occupies a major position in regulation of employ er-employee relations in China. Strengths The increasing conflicts between trade unions and employers have prompted the development of a collective consultation system in China. The introduction and development of collective consultation system has enabled the state to develop harmonious labor relations with the employees. Collective consultation system is implemented by the state in the enterprises of the country for reconciling conflicting interests (Liu and Smith, 2016). This system has caused the introduction of employment contracts in the enterprises for providing job protection to the employees. It has facilitated the development of a democratic management system in industries for protecting the interests and rights of workers. The direct control of state party on the enterprises acts as a critical tool in resisting the employers from indulging in any type of unethical practices against the employees (Stembridge and Fisac, 2004). The workers hold the authority of representing their common interest and opinions in front of the employers through the help of trade unions. The representative of trade union holds the responsibility of carrying out negotiations from the employer for securing the welfare of employees (Guo, 2012). Trade unions have secured various benefits of employees in China such as higher compensation, improved working conditions and granting employees job protection from arbitrary action by employers. Trade union keeps a direct control on the practices and procedures adopted by the employers to protect the discrimination of employees on the basis of caste, race, religion etc. Trade unions in China also play a vital role in the development of labor laws and regulations for ensuring protection of employees. The Labor Contract Law in China was developed from the support of trade unions that are directly under the control of state governance. The labor law of the country provides authority to the em ployees to develop their trade union for representing the problems and issues faced by them (Brown, 2010). Weaknesses The employment relation system in China is directly under the control of state bodies. Collective consultation system introduced in enterprises by state bodies to ensure protection of workers but neither the management and nor the trade union can act independently under this system. Trade unions act under the guiding principles of local government and party authorities. ACFTU holds the monopoly of organizing trade unions at the enterprise level and employees does not have any authority to form their independent trade unions (Shen, 2007). Thus, the dominance of state over trade union system makes collective consultation system rather ineffective to represent the common interest and opinions of employees. There is lack of employees participation system in the development of trade unions that is strictly supervised by state bodies. The employment relations system in China lacks the presence of a labor protection policy that is responsible for the increasing conflicts occurring between e mployers and employees. The absence of such a policy has resulted in the occurrence of issues such as low wages and improper work environment in the enterprises of China (Chan and Hui, 2012). The increasing interference of party-state in the trade unions development is responsible for inculcating beliefs in workers that such unions are only a administrative authority of state governance. It does not play any role in defending and protecting employees interest and welfare. Trade unions have to first in place complies with the obligations of state, enterprises and at last of the workers (Leung, 2012). The representatives of trade unions are appointed by the party and thus take actions that are in the interest of state and not of the union members. The process of collective barging followed by the enterprises in China under the collective consultation system is largely different from that adopted by the other developed countries. The negotiations carried out under collective barging are not a voluntary process between management and labor but is completely guided by the state government. Such a process undertaken is not able to represent the rights and interests of employees before the management appropriately thus leading to the occurrence of large number of industrial conflicts in China (Chinas labour dispute resolution system, 2011). State-owned enterprises are relatively incapable of resolving labor relations problems in the country and this is responsible for employees dissatisfaction. The types of conflicts such as protest, rally and campaigns are common in China due to divergence of interests between management and labor party and ineffectiveness of trade unions to resolve them (Guo, 2012). The judicial system of the country does not take any legal actions towards resolving industrial conflicts due to state-owned nature of the enterprises. This is responsible for the disruptive actions taken by the employees such as united strikes for drawing attention towards their problems and issues. The absence of employees participation in the decision-making process of the management is causing the occurrence of problems such as industrial riots in the country (Cooney et al., 2013). As such, there is a strict requirement of implementing a participation mechanism for the employees through which they can easily share the problems and issues faced by them at the workplaces (Chinas labour dispute resolution system, 2011). Employee Assembly is also under the direct control of state and thus restrains workers from voicing their opinion through employee assembly. The central government in China should take effective steps for overcoming the increasing issues of industrial conflicts occurring due to state-owned nature of enterprises (Shen, 2007). The development of new labor policies is essential in Chinese economy to support its ongoing growth and development under the new market reforms. The set of new laws and legislations should incorporate developments such as individual labor contract, market-based wage system and labor protection policies (Leung, 2012). Thus, the increasing control of state governance of employment relations in China is responsible for the widespread industrial conflicts occurring in the country. Conclusion Thus, it can be summarized from the overall discussion that employment relations in China is completely dominated and controlled by state bodies. This is done through the development of trade unions at the enterprises level that are directly under the control of state governance. The major strength of such a system is keeping a check on the business practices and procedures so that employers are not able to engage in any type of corruptive practices against the employees. However, there are various weaknesses in the system of state dominance on the enterprise level for managing employment relations. Employment relations system in China need to implement major changes in its structuring for overcoming the problems arising due to state dominance in the system. There should be increased participation from the employees for reducing the dominance of state on taking decisions during collective bargaining process. The dominance of state should be reduced for fair providing equal barging po wer to the employees and to avoid the occurrence of industrial conflicts in China. References Bendix, S. (2001). Industrial Relations in South Africa. Juta and Company Ltd. Blyton, P. et al. (2008). The SAGE Handbook of Industrial Relations. SAGE. Brown, R. C. (2010). Understanding Labor and Employment Law in China. Cambridge University Press. Chan, C. and Hui, E. (2012). The Dynamics and Dilemma of Workplace Trade Union Reform in China: The Case of the Honda Workers Strike. Journal of Industrial Relations 54(5), 653668. 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