American Exceptionalism

The term American Exceptionalism has many definitions to many different people. In general it refers to the idea that the United States of America holds the special title of worldwide peace keeper and bringer of justice and democracy as they are the land of the free. American Conservatives; such as the Tea Party, also pair the phrase up with the idea of superiority; whereas liberals would much more prefer Americans to see their country as ‘ordinary’ and so dislike the term. To them ordinary means things like American does not always assume its place as the world’s super power but simple acts as an international negotiator in times of need. The terminology was coined in 1831 by Alexis de Tocqueville as to explain a positive outward effect of America’s democracy. In 1929 the phrase was used adversely by the Soviet leader Joseph Stalin, when opposing the idea of the growth of capitalism in the states. In theory, American Exceptionalism works because of four key principles: divine right, resources, just beliefs and diversity. Many believe that the United States was chosen by God to lead the world and so they have the divine power to act in such a way over other countries. Although, others feel that the sheer wealth and resources the country has- such as the most powerful armed forces in the world gives them this power. Some consider the strong ideas and principles that the country was founded on as to the reason they have a greater say; whereas others argue that it is the mix of heritage and cultures, which makes America a kind of highbred of the best of the world, allowing for it to have this exceptional place in the world today. An odd and contradicting feature of the concept is that as an America knows best; they may over power their own legal system, other countries and conduct various types of secret activities if to protect the democratic system and state interests. America knows best: we must invade Iraq to free the people there from the dictatorship they live in, and then as a secondary thought because, they may have weapons of mass destruction (and oil that could be a lot of use to us). The idea that hacking people’s internet history and phone calls is just and fine, because the government can act beyond its means, as in the end they are protecting people from themselves- since they know best! The idea of Exceptionalism has allowed America to involve itself in many conflicts since the Mexican- American War of1846; where the Americans refused to accept that Mexico did not want to be a part of the United States and felt it was their mission to spread ‘freedom’ to the people of Mexico, right through to the Iraq war. During the Cold War the power of American Exceptionalism was used to display the American way of life as the right way and to try and crush the rising power of Communism. Ronald Reagan famously said that America had a duty to be â€Å"shining city on the hill† that the rest of the world would look up to. There are many positives and yet, many negatives of American Exceptionalism, and it is the principles of the term itself have brought about its demise. The waters have been muddied and so there are now many variations of the meaning of the words, which depend on the people using them. There is a spectrum of opinion: to some America is the almighty bringer of justice, and may do this by any means as long as they reach their end target of a freer and fair world. By contrast, others feel that Exceptionalism is simply used as a cover for the falling giant to do whatever it wants; from the invasions of lesser off countries, to spying on the day to day lives of millions of Americans. The use of Exceptionalism in foreign policy is often questioned; is it just a front the country can hide behind when actually working for personal gains rather than the good of the people? The expression is often used today in questioning America’s place as a super power. At a press conference in 2009 Obama was asked about his belief in American Exceptionalism he said: â€Å"I believe in American Exceptionalism, just as I suspect the Brits believe in British Exceptionalism and the Greeks believe in Greek Exceptionalism†. In 2013 Mitt Romney used this comment to attack Obama, stating that he did not believe in the power of the United States as a power, yet them comment had little power as the term has been lost somewhat. The majority of the countries have democracy, or have made a greater step towards it over the last century, leaving America with a much lesser role as the bringer of social equality. American Exceptionalism has shaped the world we live today, without it both America and Britain would not be looked to as a role model of strong democratic systems and equality. The idea has brought the same concepts to many other countries and helped to advance areas such as industry and the role of women. However, in recent years the power of American Exceptionalism has faded and the flaws have become more visible. The positive effects of American Exceptionalism are now much gentler, and the goal is more to help countries create justice, rather than impose America’s view. American Exceptionalism The term American Exceptionalism has many definitions to many different people. In general it refers to the idea that the United States of America holds the special title of worldwide peace keeper and bringer of justice and democracy as they are the land of the free. American Conservatives; such as the Tea Party, also pair the phrase up with the idea of superiority; whereas liberals would much more prefer Americans to see their country as ‘ordinary’ and so dislike the term. To them ordinary means things like American does not always assume its place as the world’s super power but simple acts as an international negotiator in times of need. The terminology was coined in 1831 by Alexis de Tocqueville as to explain a positive outward effect of America’s democracy. In 1929 the phrase was used adversely by the Soviet leader Joseph Stalin, when opposing the idea of the growth of capitalism in the states. In theory, American Exceptionalism works because of four key principles: divine right, resources, just beliefs and diversity. Many believe that the United States was chosen by God to lead the world and so they have the divine power to act in such a way over other countries. Although, others feel that the sheer wealth and resources the country has- such as the most powerful armed forces in the world gives them this power. Some consider the strong ideas and principles that the country was founded on as to the reason they have a greater say; whereas others argue that it is the mix of heritage and cultures, which makes America a kind of highbred of the best of the world, allowing for it to have this exceptional place in the world today. An odd and contradicting feature of the concept is that as an America knows best; they may over power their own legal system, other countries and conduct various types of secret activities if to protect the democratic system and state interests. America knows best: we must invade Iraq to free the people there from the dictatorship they live in, and then as a secondary thought because, they may have weapons of mass destruction (and oil that could be a lot of use to us). The idea that hacking people’s internet history and phone calls is just and fine, because the government can act beyond its means, as in the end they are protecting people from themselves- since they know best! The idea of Exceptionalism has allowed America to involve itself in many conflicts since the Mexican- American War of1846; where the Americans refused to accept that Mexico did not want to be a part of the United States and felt it was their mission to spread ‘freedom’ to the people of Mexico, right through to the Iraq war. During the Cold War the power of American Exceptionalism was used to display the American way of life as the right way and to try and crush the rising power of Communism. Ronald Reagan famously said that America had a duty to be â€Å"shining city on the hill† that the rest of the world would look up to. There are many positives and yet, many negatives of American Exceptionalism, and it is the principles of the term itself have brought about its demise. The waters have been muddied and so there are now many variations of the meaning of the words, which depend on the people using them. There is a spectrum of opinion: to some America is the almighty bringer of justice, and may do this by any means as long as they reach their end target of a freer and fair world. By contrast, others feel that Exceptionalism is simply used as a cover for the falling giant to do whatever it wants; from the invasions of lesser off countries, to spying on the day to day lives of millions of Americans. The use of Exceptionalism in foreign policy is often questioned; is it just a front the country can hide behind when actually working for personal gains rather than the good of the people? The expression is often used today in questioning America’s place as a super power. At a press conference in 2009 Obama was asked about his belief in American Exceptionalism he said: â€Å"I believe in American Exceptionalism, just as I suspect the Brits believe in British Exceptionalism and the Greeks believe in Greek Exceptionalism†. In 2013 Mitt Romney used this comment to attack Obama, stating that he did not believe in the power of the United States as a power, yet them comment had little power as the term has been lost somewhat. The majority of the countries have democracy, or have made a greater step towards it over the last century, leaving America with a much lesser role as the bringer of social equality. American Exceptionalism has shaped the world we live today, without it both America and Britain would not be looked to as a role model of strong democratic systems and equality. The idea has brought the same concepts to many other countries and helped to advance areas such as industry and the role of women. However, in recent years the power of American Exceptionalism has faded and the flaws have become more visible. The positive effects of American Exceptionalism are now much gentler, and the goal is more to help countries create justice, rather than impose America’s view.

Sustainable Customer Relationships

Running Head: PROBLEM SOLUTION: CLASSIC AIRLINES Problem Solution: Classic Airlines Cecily Cornish University of Phoenix MBA 570/Sustainable Customer Relationships December 8, 2008 Instructor Sandra Payne, MBA Problem Solution: Classic Airlines Classic Airlines (CA) is the world’s fifth largest airlines that must balance its marketing program while coping with a mandated across-the board cost reduction by the board of directors. This calls for a of 15% cost reduction over the next 18 months while negotiating labor costs through the airline’s union employees and improving customer service. Facing low employee morale, decreasing customer satisfaction, rising fuel costs, high union wages, a nonfunctional CRM system, negotiations with union officials and future airline alliances and partners, CA has elected to implement a new analytical Customer Service Management (aCRM) product development (University of Phoenix,2008,Classic Airlines,p. 1). The core problems stem around CA losing customer confidence in its Classic Rewards Program (CRP) and losing Wall Street and media confidence. CA must focus on a marketing program to connect it the customer’s needs and sustain and attract loyal customers. The current executive team values are divided, with CEO Amanda Miller and CFO Catherine Simpson valuing the financial numbers which is in sharp contrast to the values of the customer, employees and shareholders held by CMO Keith Bolye and VP Renee Epson over customer service. The union senior VP Doug Sheflin knows that without a compromise between union and airlines the status quo will not be able to meet the current and future wage costs. Senior VP John Hartman over human resources has trained the employees with the necessary skills and sees the employees as valuable assets in the customer and marketing effectiveness. Marketing in the form of environmental scanning can identify the factors of social, economic, technological and competitors that CA faces. Until CEO and the board establish a mission which will guide its organization, there may be organization resistance and delay in reaching its overall business strategies. Customer relationship management (CRM) is a broad term that involves people, processes, and technology to improve relationships and existing customers who will result in improved customer retention and profitability (Kerin, 2006, p. 8). Using environmental scanning, identifying the marketing strategy and establishing a marketing relationship will direct and guide CA in meeting customer needs , identify the resources needed, the competitors they face and future trends in the Customer Relationship Management system. Incorporating Enterprise Risk Management, profitability index with interactive marketing will allow the marketing program to address customer needs and sustain customer relationships to reflect the changing trends in customer purchasing behavior. Describe the Situation Issue and Opportunity Identification Classic Airlines is the fifth largest airlines in the world. In the business for 25 years, CA has 375 jets that service 240 cities with more than 2300 daily flights. Classic Airlines earned $8. 7 billion in sales. CA made $10 billion profit which means that most of the revenue went to operating the company. With 32,000 union employees CA retains their top salary that is above industry’s average. In addition the board has voted for a 15% reduction over the next 18 months. The company is threatening bankruptcy, decreasing value on Wall Street, unfavorable media, decreasing customer satisfaction and low employee morale. The current CRM system is not fully functional and the Classic Reward frequent flier program has been losing loyal customers. Other challenges include continual high fuel costs and high wages paid to the union employees. CA’s challenge is to find a way to improve customer satisfaction within their Classic Rewards Loyalty Program by identifying and meeting customer’s needs and, therefore, improve the return on investment (ROI) (University of Phoenix,2008,Scenario Two,2008). Several opportunities exist for Classic Airlines which includes a forecasting of sales, a marketing mix and a situation analysis to determine the feasibility of a new analytical Customer Relationship Management program. CA may need for the present to just update the current CRM to a functional capacity to meet customer’s needs. Establishing the short-term of finding the solutions to update the current CRM might save costs and establish a long-term aCRM portfolio as a long-term goal .According to Seget (2008), the aCRM model uses analytical models and databases to integrate information that will enhance the customer desire for functionality as well as provide time sensitive information for prompt decision making by pharmacists, managers and others that rely on the CRM processes. It will definitely allow CA to focus on negotiating with the high wages of its current union employees who are above the industry standards. The CMO Boyle can begin to devise marketing strategies on focusing on marketing segmentation, marketing-mix and focus on the needs of the customers who are loyal and attempt to retain them as well as attract new ones. To obtain customer feedback without alienating them CA may consider, online surveying, telephone surveying and other interactive marketing. Interactive marketing creates customer value, customer relationship and customer experience. Kerin (2006) agrees, â€Å"Interactive marketing creates customer value by providing time, place, form and possession utility for consumers† (p. 6). Interactive marketing, marketing segmentation marketing-mix and forecasting can help identify customer needs and increase customer relationships. Stakeholder Perspectives/Ethical Dilemmas The ethical dilemmas in the Classic Airlines scenario are the conflict interests and values of the CEO Miller and CFO Simpson versus the rest of the leadership team. A dilemma also exists between the values and interests of the CA management and leadership team and the stakeholders. While the CEO and CFO are driven by numbers and a â€Å"pragmatic approach† these interests conflict with the overall business strategies and that is to increase customer satisfaction by reducing costs (University of Phoenix, Scenario Two, 2008, p. 1). The company is trying to improve the return on investment (ROI) and at the same time improve the frequent flier program, pay the union employees high wages and implement a new aCRM product. In fact, according to Seget (2004), â€Å"Wisdom prevails in conducting project feasibility, forecasting and marketing-mix and marketing-mix research before considering a new aCRM product . implementation† (p. 25). Classic Airlines must reach a balance through stakeholder’s involvements at all levels in attempting to balance the interests and value of all the individuals, departments and organizations. CA must focus on being a â€Å"best service† benchmarking company as a goal because providing the lowest price while utting costs and remaining competitive in the marketplace, is unrealistic thinking. â€Å"For example, it is not possible to simultaneously provide the lowest-priced and highest-quality products to customers and pay the highest prices to suppliers, highest wages to employees, and maximum dividends to shareholders† (Kerin,2006, p. 3). That is why an environmental scanning, a product analysis or four p's, and a situation analysis will clarify wh ere the company product or service has been, its status and where it wants to be. The marketing program will identify where CA is, the competitor’s trends, and the customer current and prospective customers (Kerin, 2006, p. 12). Developing a marketing mix, an environmental scanning will identify the need of the stakeholders to be involved in every level of the decision making process and the development of an aCRM product implementation. The marketing program is a method of bringing an exchange between all the stakeholders to sustain valuable customer relationships. Frame the â€Å"Right† Problem Classic Airlines will remain competitive in its industry and expand its global influence and brand loyalty by including its stakeholder’s voice and valuing its customer voice. Other opportunities for CA to achieve its goals of restructuring and implementing new initiatives such as its upgrade of its current CRM and a new aCRM product development will help sustain customer loyalty, increase customer satisfaction and provide the employees with the skills and automated technology that can meet the customers’ needs. In order to meet the changing environmental factors such as regulatory and fierce competitors and reduce labor costs, CA will use marketing strategies such as environmental scanning, sales forecasting, segmentation are opportunities to increases return on investment (ROI) by identifying and meeting customer’s needs. According to Kerin (2006),: â€Å"The American Marketing Association, representing marketing professionals, states that ‘marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders† (p. 1). CA will ensure that the ROI will be accomplished through accountability and leadership of the CEO, board members and senior executives. Valuing the voices all stakeholders will ensure that the values, thics and interests are filtered through a corporate decision making and implementation process. CA will ensure that its new initiative will be defined in its corporate governance, mission statement, employee booklet, union booklet and risk management policies. CA will remain a leading worldwide airline organization that focuses on marketing strategies that include direct forecasting, linear trend extrapolation, market segmen tation, product differentiation, sales force surveys, survey of buyers intentions and usage rate strategies that will keep CA a leader among the airline industry. Identifying customer changing needs via profitability index, customer audits will allow CA remain profitable as well as efficient in delivering the best practices in airline services to it loyal customers and future one. Fuel hedging, smaller planes, business partnerships and alliances will be strategies that will be analyzed and implemented to allow costs to be transferred into customer value benefits. Describe the â€Å"End-State† Vision Classic Airlines(CA) will be restructured in its philosophy, mission and goals to be a cost-effective and efficient company by focusing on the â€Å" stakeholders voice† in implementing a new analytical Customer Relationship Management (aCRM ) and a Enterprise Relationship Management (ERM) ) product development. Customer and employees as well as top executives who ethics values the customers, the employee and the shareholders will be valued within all levels of the stakeholders communication. The core competencies includes values of the aCRM that will align with the overall organizational goals of valuing the customer’s voice , sustaining customer relationships, and providing utilities that will create efficient and effective services. Thus the goal of profitability will be achieved through the values of profitability and social accountability and responsibility of the CEO and board members of CA (University of Phoenix Scenario 2, 2008, p. ). Achieving US and globalization as a benchmarking organization stems from an aggressive and proactive marketing program that will operate through an updated CRM system and a future aCRM system that is designed to compensate future environmental changes and thus customer changing needs. An effective marketing program will benefit the customer and stakeholders by assessing the needs of the customer and satisfying those needs (Kerin, 2006, p. 5). Remaining a competitor in the airlines industry means continuing open negotiations and compromise with the airlines union to keep pilots and employees competitive wages with the industry, while reducing costs and retaining loyal customer, increasing customer service and retaining skilled employees and sustaining the Classic reward program that is both efficient and effective in customer service. Recommended measures to determine if the CRM and marketing strategies are effective include profitability index, customer value benefits, and the measurement of rate and customer satisfaction surveys. Identify the Alternatives and Benchmarking Validation Alaska Airlines began in 1932 in Anchorage, Alaska with 17 million passengers annually with flights to over 60 cities and 3 countries. Alaska Airlines is familiar with marketing strategies to remain competitive in the airline industry. Alaska Airlines faced a financial crisis similar to Classic Airlines who faces possible bankruptcy, a 10% decrease in stock market shares and negativity on Wall Street (University of Phoenix, 2008). In 1972 Alaska Airlines was in the then Ron Cosgrave and Bruce Kennedy came on board in 1972, the airlines was in a financial fight for its existence. Led by quality leadership, the management restructured the goal of the organization and began bringing people together to save the failing company (Alaska Airlines, 2008). Leadership conducted a â€Å"differentiating marketing† in providing superior customer service as the key. Using a differentiating marketing allowed Alaska Airlines to survive more tumultuous times during the deregulation of airline industry and the recent rising fuel costs. Kerin (2006) agrees that, â€Å"The existence of different market segments has caused firms to use a marketing strategy of product differentiation. The strategy involves a firm’s using differentiation mix and advertising to help consumers perceive activities such as product (service) activities as being better than the other competing products â€Å"(p2). Classic Airlines can begin improving its profits and market shares by focusing on marketing strategies such as â€Å"best services† in its industry by aligning a customer-centric focus and include the stakeholders in the new restructuring of the company. Classic Airlines can follow AKL’s lead in forming partnerships and alliances to expand its international market. Both parties view the partnership as a pairing of their expansive international networks and allowing ALK an opportunity to build a platform for international growth from the West (Global airlines, 2008, p. 2). This means double benefits for their customers allowing them the additional options offering by the two companies and a chance to redeem mileage points from either of the two airlines. The Disney logo and brand name was built in 1923 on the foundation of The Walt Disney Company. Disney was founded by Walter Elias Disney and cofounded by his brother Roy Disney. The Walt Disney Company has an estimated $35 million in annual revenues (Wikipedia, 2008,p. 1). Disney works includes his alter ego Mickey Mouse, Disneyland, records, movies and the Walt Disney World Resort. What is noteworthy of this entertainment, movie empire is the extent of its marketing strategies to communicate with their customers. Using a marketing mix, Disney’s business strategy encompasses the integrated marketing communications (IMC) that communicates a brand loyalty and consistent messages across all audiences. The IMC is used by Disney via its management team and its internet customers. Disney takes many types of promotional mix as a direct marketing tool to communicate in an exchange with brand loyal customers and with potential customers. This allowed Disney to combine advertising, direct marketing, personal sales, sales promotion and public relations to inform customers of their products, persuade them to use them and remind them of the benefits after they have used them(Kerin,2006,p. ). Having targeted their population segmentation, Disney’s IMC and direct- marketing techniques via large mass mailings, an internet websites and internet-linked kiosks allow loyal customers and potential customers to inquire about their products and services. The IMC, direct marketing, marketing-mix and promotional-mix allows Disney to exchange information with consumers and keep updated of consumers changing purchasing behaviors. As Classic Airlines works on updating the functionality of its current CRM and prepares for the aCRM product development, the company can benefit from a direct marketing approach. Therefore, Classic Airlines must streamline its operations in reducing staff, eliminating aircraft with high maintenance, negotiate wage salaries to match the industry market, focus on smaller planes and improve its rewards program. Once the costs have been reduce, investments can made towards the CRM system that will allow for targeting its marketing population segmentation. Kerin (2006) states, â€Å"Like personal selling, direct marketing often consists of interactive communication. It also has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers â€Å"(p. 7). With a well developed functional CRM and aCRM data warehouse, Classic Airlines can focus on communication exchanges through direct marketing and other forms of IMC to attract new customers and maintain loyal customers. Evaluate the Alternatives In Table 3, all the goals were ranked 5 because the aCRM is a software highly integrated system of providing massive information and data on a time-sensitive arena, there will take many stakeholders and business processes to make this new product development and implementation successful. The best features of the original alternatives were combined to create a short list of second –tier solutions because it was imperative that Classic Airlines created a change management by clearly defining its mission, objectives and align them with their aCRM objectives. Once this has been accomplished it was in the best interests of the stakeholders that a culture of change be established internally before commissioning the aid of external CRM consultants. Due to the amount of organizational resistance due to Classic Airlines original exclusion of the stakeholders in particular the employees, it was best to incorporate any outside help only after internal organizational change and a culture of customer-centric, product-centric and employee rewards for performance were in place. Identify and Assess Risks Many risks can be identified with the implementation of the new product development. Beginning with the risk of organizational resistance, CA will achieve more by including all the stakeholders, especially the customers in a buy-in or adoption of the new product initiative. If CEO and Board fail to incorporate a culture or organizational change by aligning the new aCRM product objective with the overall objectives of the company, the new product development and completion may be in jeopardy. As most benchmarking companies have found that an evaluation of product feasibility s the first research before adopting the new product initiative. The project feasibility will detail costs, risks, labor costs and other assessments needed to make an informed decision about proceeding with the idea. A more profound tangible risk is if enough skilled employees have. A more profound tangible risk is if enough skilled employees have the technical skills to make the new product development a success. Other risks include costs, going pass projected timeframes, and other external risks, such as the vendors failing to supply financial backing. Other risks include software compatibility risks, decrease in profitability and returns. Risks can be mitigated by planning a risk analysis and risk management to align with every department decision making in investments and other decisions that impact the overall value of the firm. According to Seget (2008), key findings includes a risk management WBS plan is needed for CA to implement risk management principles and incorporate them in their job functions. Risks can be tracked and contingency plans in place in case they fail. Implementing risk management in every phase of the aCRM process will ensure that â€Å"potential risks† are identified early on in the product development. A solid risk management plan can help CA face the â€Å"unknowns†; deal with â€Å"unfavorable outcomes† and â€Å"unexpected uncertainties. † Just as the profitability analysis makes good business sense in considering any aCRM and marketing-mix program, conducting a profitability index makes good business sense to determine if the business objectives have been met. Make the Decision The final decision is to develop and implement a new aCRM to remain competitive within the industry. However, to do that a project feasibility and project analysis will be conducted first. Both authors, Kerin (2004) and Segat (2006) agrees to results of a project analysis and market research be completed before any new CRM initiative. These finding will be placed into the new aCRM portfolio that will detail the labor costs, financial investments and workforce needed to complete the product. A management change and organizational culture will be adopted through the mission statements, governance policies, code of ethics and risk management policies. An internal marketing approach will allow an exchange between all stakeholders. Marketing segmentation will allow CA to indentify the customers who will increase the return of investments (ROI) by conducting marketing-mix programs to identify their needs. Customer surveys will allow CA to not only identify those needs but to satisfy unmet needs and identify changing consumer behavior. The challenge for CA is not measuring the ROI or measuring the effectiveness of its total business strategies but determining the effectiveness of the customer-focused strategies. Klenke (2003) suggests that, â€Å"It makes good business sense to bring the project to a final conclusion by determining if the projected results actually were delivered as suggested in the business plan that management approved†¦ A decision must be made whether or to return to the pre-project situation if that is still an option† (para. 139). Develop and Implement the Solution The biggest opposition to any CRM new initiative is organizational resistance to organizational change. The goals it to focus on the greatest resource of Classic Airlines and that is the employees, management and departments and divisions that will be equipped through communication, two-way feedback, employee communication surveys, and an organization culture that values the communication, feedback and decision making of the employees. CA will create an organizational culture within four weeks by communication, mentoring, modeling the new aCRM product project by allowing the employees to engage two way communication, decision making and two way feedback. CA will resolve its unclear objectives by clearly stating them in their employee handbook. Once a feasibility report is conducted and the return on investment (ROI), market ratios and profitability ratios are concluded, CA will proceed to forecasting, internal marketing and environmental scanning. Employee surveys as well as feedback surveys and employee questionnaire will be distributed. The employees, customers and stakeholders will be engaged throughout the product development and implementation. The senior management, change champion, financial officer and human resources departments will be responsible in gathering the research and reporting back to the CEO and board members. At that point information will be disseminated at all levels from the CEO and board through face to face meetings, employee internet, meetings, corporate magazine and other informational channels. Evaluate the Results The success of the current CRM and implementation of the new aCRM will be measured with ongoing forecasting and marketing-mix research. Since these approaches allow for prediction of future trends of customers and organizational buying behaviors it can also predict the possible increase of revenues and profits that a certain product might generate. Measures such as productivity increase, cost reduction and increase in revenues are more reliable metrics in measuring and evaluating the benefits of the CRM implementation. (University of Phoenix, 2008) Many benchmarking companies like PeopleSoft, according to Seget (2004), may fail in its first product CRM attempt. PeopleSoft adopted a PeopleSoft CRM that failed to deliver in terms of functionality for the end-user, the consumer. PeopleSoft developed another system called Peoplesoft8 that address the issues of functionality that their former system failed to deliver. Metrics such as productivity, increases in revenues were some of the measures used by PeopleSoft8. Like Classic Airlines they were facing criticisms of lack of functionality for their customers and had a problem with vendor, supplier and human resources staffing. They became successful in adopting a new â€Å"PeopleSoft 8 CRM† that focuses on employees, targeting customers, supplier relationships and vendor relationships. Seget (2004) agrees that the success of PeopleSoft 8 CRM (PS8) was due to the focus on human resources centric or –HR-centric. Functionality was also a major concern for PS until their adoption of the PS8-CRM. Although Classic Airlines’ new aCRM is not up and running, CA can learn from PS8 by acting quickly by fully integrating the PS8 CRM system and forming a business alliances and partnerships to maximize their aCRM efforts. PeopleSoft has been successful enough to use profits to acquire and merge with other companies and partners (Seget, 2004, p. 80). Other measures include SWOT analysis, gap analysis, and profitability index and churn rates to determine if the objective has been met. Evaluations and customer surveys must be ongoing to allow management to adjust and change their focus as customer behavior and trends change. Conclusion Classic Airlines like most industries are embarking on a fairly new concept, the CRM. Although CRM is a computer based software that provides integrated on demand information for customers, physicians, vendors and ther stakeholders, the system is only as useful if designed around the customer’s needs, wants and expectations. According to Seget (2004), the aCRM model uses analytical models and databases to integrate information that will enhance the customer desire for functionality as well as provide time sensitive information for prompt decision making by pharmacis ts, managers and others that rely on the CRM processes. While Classic Airlines is in its infancy, CEO Amanda Miller must present a project analysis and project feasibility before undertaking the new aCRM product development (Kerin, 2006). According to Kerin (2006) environment scanning and must be conducted not only on its customers but on its competitors as well. Marketing target segmentation, internal marketing, aCRM initiatives, customer surveys and customer audit all work together in reaching an overall business strategy, satisfying the needs of the customer. Classis needs to reduce costs, maximize ROI, match union pay with the industry and restructure the organization with a product-centric and customer-centric focus. Achieving US and globalization as a benchmarking organization stems from an aggressive and proactive marketing program that will operate through an updated CRM system and a future aCRM system that is designed to compensate future environmental changes and thus customer changing needs. An effective marketing program will benefit the customer and stakeholders by assessing the needs of the customer and satisfying those needs (Kerin, 2006, p. 5). Classic must remain competitive by promoting value for all vendors, supply chain and stakeholders. To measure the effectiveness of the aCRM project and current CRM and marketing program must use customer surveys, profitability index and customer audits to determine if the objectives of CRM and marketing strat4egies are being met. Measurements must be conducted on a continual basis to allow management to make adjustments and decisions to align the CRM with the business overall business strategies. References Alaska Airlines. (2008). Retrieved November 26, 2008 from the Web site: http://www. Alaskaair. com/ Band, J. (2003). The CRM Outlook: Maturing to the next level. Computer Wire. Retrieved November 9, 2008 from the University of Phoenix Library Business Insights Technology Web site: http://www. globalbusinessinsights. com. exproxy. |Global airlines face daunting challenges- more mergers and partnerships? (2008). Retrieved November 25,2008 from the University of | |Phoenix, Plunkett Research database. | |Kerin, R. A. , et. al. (2006). Marketing, 8e. Customer relationship and value through marketing. | |New York: McGraw- Hill. | |Klenke, M. , Reynolds, P. , Trickey, P. (2003). Leveraging Customer Relationships, 1e. Tactics to leverage customer relationship. Leyh | |Publishing Company. | Seget, S. (2004). The Pharmaceutical CRM Outlook. Optimizing returns from operational and analytical crm. Retrieved November 5, 2008 from the University of Phoenix Library Business Insights database. University of Phoenix. (2008). Automating a Support System. Retrieved November 16, 2008, from the University of Phoenix, resource, Simulation. MBA570-Sustainable Customer Relationships Course Web site. University of Phoenix. (2008). Classic Airlines, Scenario Two. Retrieved November 21, 2008, from the University of Phoenix, resource, Scenario. MBA570-Sustainable Customer Relationships Course Web site. Walt Disney. (2008). Retrieved November 26,2008 from the Website: http;//en. wikipedia. org/wiki/Walt Disney Table 1 Issues and Opportunities Identification | | | | | |Concept |Application of Concept in Scenario |Reference to Specific |Personal Experience at your| | |or Simulation |Course Concept Organization | | | |(Include citation) | | | | | | | |Classic Airlines has a lack of|To develop value added channels of |â€Å"Just as important is the communication |As a newly hired sheriff | |stakeholder alignment that |communication aligning key |between and within levels. Gone are the days |deputy, jail division I had| |will hinder their ability to |stakeholders under a common vision. |when departments could stand as silos, |grew so fast and the funds | |implement new products and |This is an opportunity to increase |isolated from the rest of the organization by |to run the new facility had| |services/solutions. |organizational comprehension and |impenetrable barriers. Intra-national and |ran over its budget. Rumors| | |employee involvement that results |international competition is now so fierce |were running rampant | | |in the garnering of trust and |that everyone (stakeholders) in the |throughout the organization| | |loyalty among stakeholders. |organization needs to collaborate closely on |that resulted in low | | | |solving organizational challenges and on |morale. The problem for the| | | |achieving agreed strategic objectives. † |Sheriff department was that| | | |(Wyatt,2008,para. 9) |they noticed a rise in | | | | |officer and inmate | | | | |conflicts. The officer’s | | | | |union began to disseminate | | | | |information via brochures, | | | | |newsletters and roll call | | | | |meetings. |Classic Airlines lacks |Classic Airlines has an opportunity|Classic Airlines can select a marketing |My company focuses on brand| |marketing mix and environment |to conduct a marketing mix to focus|strategy such as, best price, best service or |electronics and brand | |scanning strategies to |on the price, product, promotion |best product from conducting a marketing mix |appliances at the â€Å"best | |identify the internal and |and place. These are controllable |and environmental scanning. â€Å"Four elements in |price†. They also offer a | |external factors that will |factors. Environmental scanning are|a marketing program designed to satisfy |price match. Environmental | |meet customers changing needs |uncontrollable factors such as |customer needs are product, price, promotion, |scanning is conducted by | |and improve customer |social, economic, technological, |and place. Kerin,et. al,2006,para. 3) These five|physically going to each | |satisfaction. |competitive and regulatory factors |forces environmental)may serve as accelerators|competitor store and | | |that will impact CA’s overall |or brakes on marketing sometimes expanding or |retrieving information. | | |marketing strategies. |restricting. (Kerin,2006,p. 1) | | |Classic Airlines lacks |Classic Airlines has an opportunity|â€Å"If the objective is to increase customer |As a rehabilitation case | |measurable methods to |to develop and implemen t risk |loyalty, then measurement of churn rate |management, ongoing surveys| |determine if their aCRM, |analysis, gap analysis, and SWOT |(profitability index)and customer satisfaction|and targeted objectives and| |marketing segments, and |analysis and churn rate analysis |will be key in determining how well objectives|compares it to the achieved| |customer surveys to determine |and profitability index to |is being met†(Klenke,2003,para. ) |targets were completed by | |is their overall business |determine if the objectives of | |an automated computer case | |strategies are effective. |loyal customers focus are | |management program. | | |successful. | | | Table 2 Stakeholder Perspectives and Ethical Dilemmas | |Stakeholder Perspectives and Ethical Dilemmas | | | | | |Stakeholder Groups with Competing | | | |Values |The Interests, Rights, and |Course Concept | | |Values of Each Group | | |List: Group X | | | |versus Group Y | | | |CEO Amanda Miller and CFO Catherine|Inter ests include credibility on Wall Street, |â€Å"The American Marketing Association, representing | |Simpson vs. senior management team |stock prices and the media. Values remaining as a |marketing professionals, states that ‘marketing is an | | |viable competitor in the industry. Interests |organizational function and a set of processes for | | |include â€Å"operational excellence† and â€Å"driven by |creating, communicating, and delivering value to | | |numbers† Failing to look to the exchange and |customers and for managing customer relationships in | | |communications will not develop a marketing |ways that benefit the organization and its | | |program to include stakeholders and meet customer |stakeholders. †(Kerin,et. al,2006,p. 12 | | |needs. | |CMO Kevin Boyle, Senior VP of |Interests include the CRM program, â€Å"voice of the |The hallmark of developing and maintaining effective | |Customer Service Renee Epson Senior|customers† employee wage obligations, shareholders|customer relationships is today called relationship | |VP of General Counsel Ben Sutcliffe|and marketing and customer services functions. The|marketing, linking the organization to its individual | |and Senior VP of Human Resources |conflict is that there ne eds to be a decision |customers, employees, suppliers, and other partners for| |vs. CEO Miller and CFO Simpson |making process that includes all stakeholders. |their mutual long-term | | | |benefits. †(Kerin,et. al. ,2006,p. 5) | |Classic Airlines vs. Vendors, |Communities, media and competitors and other |â€Å"The process of (marketing) segmenting a market and | |Distributors, Suppliers, Contact |stakeholders expect that Classic Airlines |selecting specific segments as targets is the link | |Centers, Communities, Media, |management maintain accountability and social |between the various buyers' needs and the | |Competitors, Investors. |responsibility in the new product development via |organization's marketing | | |a market segmentation to meet customer needs. |program†(Kerin,2006,et. al,2006,p. | Table 3Analysis of Alternative Solutions[pic] Table 4 Risk Assessment and Mitigation |Risk Assessment and Mitigation | |Alternative |Risks and Probability |Consequence and Severity |Mitigation Techniques and Strategies | |Engaging stakeholders at all |Organizational resistance. |; Clash between middle management |Establish company culture that values | |levels of the new aCRM product |Increase costs |and employees. |employees a nd stakeholders. | |development. Delay in time projections |;Clash between different |Align marketing goals of aCRM with | | | |divisions. |overall business strategy. | | | | |Establish clear objectives, business | | | | |goals and mission statements. | |Business Alliance with Zurich |Organizational resistance. | ;Clash between external and |Establish company culture that values | |Airlines |Increase costs |internal teams |customers and products. | |Delay in time projections. |; Loss of skilled management and |Communicate, model and lead by example | | | |employees |from CEO, board and senior management. | | | |;Evaluation of team may result in |Establish clear objectives, business | | | |more costs to finance new aCRM |goals and mission statements. | | | |project. | | | | | | | | | | | |Environmental scanning and |Costly |;Research may find that current |Project scope and aCRM portfolio | |marketing-mix research and |Timely |aCRM product is not profitable. |Marketing-mix portfolio. | |profitability index, |More workforce | | | Table 5 Pros and Cons of Alternative Solutions |Alternative |Pros |Cons | |Engaging stakeholders in all levels of the new |Increase employee motivation and morale. Employees may feel over tasked vie new product,| |aCRM product development. |Increase productivity. |training new skills and training new hires. | | |Improve customer services |Increase resistance from some employees. | | | |Deliverables of goals require more time | |Develop business alliances with Zurich Airlines|Add to customer value and increase customer |Increase employee resistance. | |and form other partnerships to remain |benefits. |Time consuming. | |competitive. |Speed up production. Increase costs | | |May reduce overall cost |Organizational resistance | | | |Employees may see | | | |Jobs as being threatened | | | | | | | | | |Environmental scanning, marketing-mix research |May speed up production and implementation |Time consuming. | |and developing ongoing custome r audits, |Aid in developing an overall software synergy |Increase costs. | |profitability indexes to measure overall |fit. |Delay overall time projections. | |effectiveness of the aCRM. |Increase profitability ratios, and return on | | | |investment(ROI) ratios, | | Table 6 Optimal Solution Implementation Plan Action Item Deliverable |Timeline |Who is Responsible | |Initiate a CRM project feasibility, forecasting and | |CEO, Board of Directors and Senior | |marketing-mix before developing and implementing new|4 weeks |Management Team, Financial Manager | |CRM product. | | | | Align new aCRM product objectives with overall | 4 weeks |CEO, Board of Directors and Senior | |business objectives and provide update for current | |Management Team, Project Leadership Team| |CRM. | | |Analyze a profitability analysis, return on | 4 weeks |CEO, Board of Directors, Senior | |investments (ROI) and market ratios to determine | |Management, Marketing, research and | |competitors and competitors prices. | |development and financial manager. | |Adopt marketing-mix strategies that will retain | |CEO, Board of directors, senior team, | |customer loyalty and identify value added incentives|Ongoing |champion leaders, cross functional team | |and rewards for loyal customers. |leaders, employees and customers. | |Train, mentor and lead the employees in the adoption| |Senior management, human resource | |of the aCRM product development by providing them | |management, champion leaders, | |with the highly technical skills, self- paced |20 weeks |cross-functional team leaders and | |training, | |technical skilled leaders, | |e-performance evaluation. | | |Attention to increase funding and workforce addition| |Senior managers, cross-functional team | |to the product support, administrative support, call|24 weeks |leaders, technical skilled leaders, call| |centers, e-business websites for customers and other| |center leaders, information technology | |product development customer enha ncement support | |leaders and customer support leaders. | |systems. | | |Hiring new employees and training them with the | |Middle managers, team leaders, human | |needed KSA’s to provide excellent customer service. |24 weeks |resource manager and management team. | |Business alliances with Zurich Airlines and other | 48 weeks |CEO, Board of Directors and Senior | |business partners. | |Management Team, Financial Manager | |Conduct SWOT analysis, profitability index. | Quarterly/Annually |Team leaders and senior leaders. | Table 7 Evaluation of Results |End-State Goals |Metrics |Target | |Forecasting and marketing-mix will identify |Forecasting results from social economic and |Business customers and regular customers | |market synergies that will keep Classic |technical factors as well as market-mix results| | |Airlines a viable competitor and ahead in the |to identify trends and future trend of | | |CRM market industry. |consumers buying behaviors. | |Classic Airlines will adopt business |Using benchmarking examples from Microsoft, |Target is benchmarking and best practices CRM | |intelligence and align with business partners |PeopleSoft and other leading aCRM and eCRM |service providers. | |to enhance its new CRM product. |service providers, Classic will adopt the | | | |synergy fit for its CRM. | | |Classic Airlines will provide employees with |Providing skills assessments, skills training |Target is employees and stakeholders involve in| |the high technology skills to face a fast |and career advancement, Classic will retain and|customer relations and customer contact. | |changing technical environment. attract those with the technical skills to | | | |remain a viable contender in the CRM industry. | | |Classis Airlines will enhance the functionality|Providing internet and on line information so |Classic Airlines frequent flyer program, | |of the aCRM new product development by adopting|that feedback, information, and decision making|business customers, regular customers and | |personalized websites, target marketing via |can be conducted with more available |potential customers. | |e-business, customer email and other channels |information and time sensitive data. | |to market and sustain customer relations. | | | |Conduct SWOT analysis, profitability index and |Accomplished via multi-channeling, e-marketing,|All stakeholders | |customer surveys to measure the effectiveness |e-commerce and other web bases to measure and | | |of the CRM. |evaluate | | | |Customer loyalty retention. | |

Employee retention Essay

1. INTRODUCTION In these changing times both the employee & employer are under tremendous pressure to perform. There is fierce competition not only in the industry but also across categories. This new liberalized cutting edge technology driven environment has made employee retention mind-boggling. The fast pacing change across the globe has made the new employee & employer relationship irreversible. However all corporations not only in IT sector but also traditional manufacturing sector are attempting to stem attrition. This paper attempts to unravel this paradox & study the various facts that surround this burning issue. There are many tactics and strategies used to retain employees in organizations. The basic purpose of these strategies is to increase employee’s satisfaction, boost employee morale, and achieve retention. Sometimes, retention strategies are not used properly and wrong retention strategies are used. As a result of this, these strategies fail to achieve the desired results. There are costs associated with employee turnover. The impact of employee turnover on organizations is that it often engenders far-reaching consequences and may jeopardize efforts to attain organizational objectives (Hill and Jones, 2001). In addition, Hill and Jones (2001) indicated that when an organization loses a critical employee, there is a negative impact on innovation, consistency in providing service may be jeopardized, and major delays in the delivery of services to customers may occur. A decline in the standard of service could also adversely affect the satisfaction of internal and external customers and consequently, the profitability of the organization. It is for these reasons that the paper sought to assess retention strategies in organizations and how they affect workers‟ performance. Let us see what â€Å"Employee Retention† used to mean This entails understanding just a little history. The term â€Å"employee retention† first began to appear with regularity on the business scene in the 1970s and early ’80s. Until then, during the early and mid-1900s, the essence of the relationship between employer and employee had been (by and large) a statement of the status quo: You come work for me, do a good job, and, so long as economic conditions allow, I will continue to employ you. It  was not unusual for people who entered the job market as late as the 1950s and ’60s to remain with one employer for a very long time—sometimes for the duration of their working life. If they changed jobs, it was usually a major career and life decision, and someone who made many and frequent job changes was seen as somewhat out of the ordinary. What is Employee Retention? Employee retention refers to the various policies and practices which let the employees stick to an organization for a longer period of time. Every organization invests time and money to groom a new joinee, make him a corporate ready material and bring him at par with the existing employees. The organization is completely at loss when the employees leave their job once they are fully trained. Employee retention takes into account the various measures taken so that an individual stays in an organization for the maximum period of time. The human resource of an organization consists of management and employees. Human resources are key assets to organizations. Employees have to be motivated to stay in an organization. When employee retention strategies function properly, they increase the commitment of employees towards organizational goals. Thus, if the commitment of employees is won by management through employee retention strategies, it increases job satisfaction, motivates employees to work hard as well as encourages workers to stay in their organization. Hence, employees will be satisfied with their job and be motivated to work hard, thereby leading to improved employee performance. Improvement in employee performance leads to achievement of organizational goals. 1.1. LITERATURE REVIEW Williams and Dreher (1992), wages is the key factor influence in the employee attraction and retention, and play important role in the recruitment process. Highhouse et al, (1999) recommend that only pay is not sufficient to retain the employees. He argues that low pay package will drive workers out the organization but it is not necessary that high pay package bring and keep the workers in the organization. Ultimately, the workers stay in the  organization due to others factors i.e. work environment, co-workers behaviour and supervisor support etc. which compel the employee to retain in the organization. According to Osteraker (1999), the employee satisfaction and retention are considered the Cornerstone for success of organization. Past study divided it into social, mental or physical Dimension. The grouping is based on social contacts at works, characteristics of the work task or the physical and material circumstances associated with work. The retention factors of the mental dimension are work characteristics, employees are retaining by flexible tasks where they can use their knowledge and see the results of their efforts. The social dimension refers to the contact employees have with other people, both internal and external. The physical dimension consists of working conditions and pay. order to retain employees the organization need to gain information about the dynamics that characterized the motivation to work. According to Smith (2001) money bring the workers in the organization but not necessary to keep them. According to Ashby and Pell money satisfies the employee but it is not sufficient to retain the employee means it is insufficient factor. Money is not considered as primary retention factor (Brannick, 1999). Many organization implement very good employees retention strategy without offering high compensation or pay based retention strategy (Pfeffer, 1998). In such circumstances a wide number of factors are seems for successful retention of employees. The existence of other retention factors cannot be ignored. Kehr (2004), explains that the implicit retention factors in spontaneous, expressive and pleasurable behaviour and can be divided into three variables; power, achievement and affiliation. Power refers to dominance and social control. Achievement is when personal standards of excellence are to be met or exceeded and affiliation refers to social relationships which are established and intensified. Implicit and explicit retention factors relate to different aspects of the person, but both are important determinants of behaviour Thompson and Prottas (2005) examined the relationship between employee turnover intention and organization support such as supervisor support, flex time work family culture and co-worker support etc, and they conclude that organization support reduced the employee turnover intention. Pasewark and Viator (2006) places flexible work arrangement as an very important part of work family support that plays pivotal rule in the retention of employees. Ihsan and Naeem (2009), indicated that Pharmaceutical sales force rated pay and fringe benefits as the most important retention factor which is supported by the findings of past studies In addition, it indicate that pay and fringe benefits is highly valued by the sales force of all demographic Backgrounds. It’s possible explanation could be that pays and fringe benefits enable salespersons to fulfil their physiological as well as esteem needs. Thus, critical review of the current incentive schemes is required to make them more effective to cater to needs of the sales in both multinational and local pharmaceutical companies to retain their talent workers. Yanadoria and Katob (2010) investigated the family support effects at workplace and concluded the statistical importance of relationship between work family support and employee retention, the recent research recognize that existence of family support within the organization reduce the turnover intention and help the retention of talented employees in the organization. According to BC Jobs, in a survey commissioned by their company, only two percent of executives said employees leave because of lifestyle changes, such as relocation. When top performers start jumping ship, it’s most often for professional, not personal, reasons. In another survey commissioned by the same company, executives said that good employees leave primarily because of limited opportunities for advancement (39 percent), unhappiness with management (23 percent) and lack of recognition (17 percent) (BJ JOBS, 2012). Employee retention techniques go a long way in motivating the employees for them to enjoy their work and avoid changing jobs frequently. Why do Employees Leave? Research says that most of the employees leave an organization out of frustration and constant friction with their superiors or other team members. In some cases low salary, lack of growth prospects and motivation compel an employee to look for a change. The management must try its level best to retain those employees who are really important for the system and are known to be effective contributors. It is the responsibility of the line managers as well as the management to ensure that the employees are satisfied with their roles and responsibilities and the job is offering them a new challenge and learning every day. Let us understand the concept of employee retention with the help of an example: Manisha was a talented employee who delivered her best and completed all her work within the desired time frame. Her work lacked errors and was always found to be innovative and thought provoking. She never interfered in anybody else’s work and stayed away from unnecessary gossips and rumours. She avoided loitering around at the workplace, was serious about her work and no doubts her performance was always appreciable. Kumar, her immediate boss never really liked Manisha and considered her as his biggest threat at the workplace. He left no stone unturned to insult and demotivate Manisha. Soon, Manisha got fed up with Kumar and decided to move on. Situation 1 – The HR did not make any efforts to retain Manisha and accepted her resignation. Situation 2 – The HR immediately intervened and discussed the several issues which prompted Manisha to think for a change. They tried their level best to convince Manisha and even appointed a new boss to make the things better for her. Situation 1 would most likely leave the organization in the lurch. It is not easy to find an employee who gels well with the system and understands the work. Hiring an employee, training him and making him fit to work in an organization incur huge costs and thus sincere efforts must be made to retain the employee. Every problem has a  solution and the management must probe into the exact reasons of an employee’s displeasure. Employees sticking to an organization for a longer time tend to know the organization better and develop a feeling of attachment towards it. The employees who stay for a longer duration are familiar with the company policies, guidelines as well as rules and regulations and thus can contribute more effectively than individuals who come and go. 10 important factors that can impact employee retention in the organization Shorten the feedback loop- Do not wait for an annual performance review or evaluation to come due to give feedback on how an employee is performing. Most team members enjoy frequent feedback about how they are performing. Shortening the feedback loop will help to keep performance levels high and will reinforce positive behavior. Feedback does not necessarily need to be scheduled or highly structured; simply stopping by a team member’s desk and letting them know they are doing a good job on a current project can do wonders for employee morale and help to increase retention. Offer a competitive compensation package- Any team member wants to feel that he or she is being paid appropriately and fairly for the work he or she does. Be sure to research what other companies and organizations are offering in terms of salary and benefits. It is also important to research what the regional and national compensation averages are for that particular position. You can be sure that if your co mpensation package is not competitive, team members will find this out and look for employers who are willing to offer more competitive compensation packages. Balance work and personal life- family is incredibly important to team members. When work begins to put a significant strain on one’s family no amount of money will keep an employee around. Stress the importance of balancing work and one’s personal life. Small gestures such as allowing a team member to take an extended lunch once a week to watch his son’s baseball game will likely be repaid with loyalty and extended employment with an organization. Beware of burnout- staff adequately to reduce the amount of unwanted overtime a team member must work. Some employees enjoy the extra money that accompanies overtime hours, while others would rather spend their time with their  families or doing other activities they enjoy. Burnout can be a leading cause of turnover. Recognize the warning signs and give employees a break when they need it. Provide opportunities for professional development and growth – offer opportunities for team members to acquire new skills and knowledge useful to the organization. If an employee appears to be bored or burned out in a current position offer to train this individual in another facet of the organization where he or she would be a good fit. Nobody wants to feel stuck in their position will no possibility for advancement or new opportunities. The ability to provide input and be taken seriously – everybody has opinions and ideas, some are better than others. However every team member wants to feel that their input is welcome and will be taken seriously without ridicule or condescension. Some of the greatest ideas can come from the most unlikely of places and people. Creating a culture where input is welcome from all level of the organizational chart will help your organization grow and encourage long term employee retention. Management must take the time to get to know team members- it’s not a big surprise that one of the greatest complaints that employees express in exit interviews is a feeling that management didn’t know they existed. Nobody wants to feel like just another spoke in a big wheel. Managers are very busy – everybody is busy, but it is crucial that managers and supervisors take the time get to know the team members who work under them. Learn and remember a team member’s name , what skills and talents they bring to the table, and what their business interests are. The time spent by management getting to know team members is well invested and can eliminate the headaches caused by having to continually hire and re-train new employees. Provide the tools and training an employee needs to succeed- nothing can be more frustrating to an employee than a lack of training or the proper tools to successfully complete his or her duties. You wouldn’t try to build a house without a hammer, so why should an office job be any different? Providing a team member with the tools and training she needs to be successful shows a commitment and investment in that employee and will encourage the team member to stay with the organization. Make use of a team member’s talents, skills, and abilities- all team members have knowledge, skills, and abilities that  aren’t directly related to their job description, but are still useful to an organization. Utilizing a team member’s talents in areas other than their current position will indicate to an employee that management appreciates and recognizes all that an employee has to offer to the organization. This can also provide work variety and helps to break up the everyday grind of work. Never threaten a team member’s job or income – While threatening an employee with termination or demotion might seem like a surefire way to get the results needed from him or her, doing so will likely cause the employee to leave the organization. Put yourself in the employee’s shoes, what is the first thing you would do if your job was threatened? Odds are you would probably update your resume and start checking for open job postings expecting the worst. If a team member’s performance is not what you had hoped it would be, work with that team member on ways to improve his performance, saving termination only as a last resort. The Advantages of Employee Retention Acquiring Talent When organizations retain their employees, they avoid hiring costs. These are often hidden costs. The cost to post on job boards can be annual or a one-time expense. Agencies charge a percentage of an employee’s annual wages. Larger companies may have staffing departments whose sole responsibility is screening and interviewing talent. Other companies may assign this task to department heads or other individuals in the organization. The time an individual spends screening and reviewing resumes takes him away from his main job responsibilities. The hiring process is risky. Background checks, personality testing and aptitude testing can predict a candidate’s capability, but there is still a risk. Training and Development Retaining workers reduces training costs. Recruits need to be trained in business practices specific to the employer’s software, culture and office practices. Training requires one or more current employees to take time away  from their job responsibilities to educate the new employee on the organization’s way of doing business. Two or more people are on the company payroll producing the results of one person. In the first 90 days, a new hire costs the company money. When companies retain employees, training dollars can be used to further develop the work force. Long-term associates have the experience to review what has worked before and apply that knowledge to future situations. Skilled Labour Force Employment retention develops a strong staff. Working individually or in teams these individuals share knowledge and expertise. The future managers of an organization come from this work pool. These employees are the historians of an organization’s successes and challenges, and provide mentoring to new hires They are committed to the continued growth of the origination and its work force. These individuals have finessed the inner workings of an organization. As they continue to develop their skills, the organization benefits. Impact on Customer Service Employee retention has a positive impact on customer service. Turnover brings disruption in customer service, loss of business and possible negative business impacts. An organization’s customer base expects consistent and reliable service. There is a learning curve with new hires and thus the potential for error or poor communication with a client. This can impact business relationships. Long-term employees develop relationships with customers. They know the clients’ preferences and can anticipate future needs. This knowledge develops over time. 1.2. COMPANY PROFILE Dr. Reddy’s Laboratories Ltd, is a pharmaceutical company based in Hyderabad, Andhra Pradesh, India. The company was founded by Anji Reddy, who had previously worked in the publicly owned Indian Drugs and Pharmaceuticals Limited, of Hyderabad, India. Dr. Reddy’s originally launched in 1984 producing active pharmaceutical ingredients. In 1986, Reddy’s started operations on branded formulations. Within a year Reddy’s had launched Norilet, the company’s first recognized brand in India. Soon, Dr. Reddy’s obtained another success with Omez, its branded omeprazole – ulcer and reflux oesophagi is medication – launched at half the price of other brands on the Indian market at that time. Within a year, Reddy’s became the first Indian company to export the active ingredients for pharmaceuticals to Europe. In 1987, Reddy’s started to transform itself from a supplier of pharmaceutical ingredients to other manufacturers into a manufacturer of pharmaceutical products. Dr. Reddy’s manufactures and markets a wide range of pharmaceuticals in India and overseas. The company has over 190 medications, 60 active pharmaceutical ingredients (APIs) for drug manufacture, diagnostic kits, critical care, and biotechnology products. Dr. Reddy’s began as a supplier to Indian drug manufacturers, but it soon started exporting to other less-regulated markets that had the advantage of not having to spend time and money on a manufacturing plant that would gain approval from a drug licensing body such as the U.S. Food and Drug Administration (FDA). By the early 1990s, the expanded scale and profitability from these unregulated markets enabled the company to begin focusing on getting approval from drug regulators for their formulations and bulk drug manufacturing plants in more-developed economies. This allowed their movement into regulated markets such as the US and Europe. By 2007, Dr. Reddy’s had six FDA plants producing active pharmaceutical ingredients in India and seven FDA-inspected and ISO 9001 (quality) and ISO 14001 (environmental management) certified plants making patient-ready medications – five of them in India and two in the UK. In 2010, the family-controlled Dr Reddy’s denied that it was in talks to sell its generics business in India to US pharmaceutical giant Pfizer, which had been suing the company for alleged patent infringement after Dr Reddy’s announced that it intended to produce a generic version of Atorvastatin, marketed by Pfizer as Lipitor, an anti-cholesterol medication. Reddy’s was already linked to UK pharmaceuticals multinational Glaxo Smithkline. VISION: To become a discovery ruled global pharmaceutical company with a core purpose of helping people lead healthier lives MISSION: To be first Indian pharmaceutical company that successfully takes its products from discovery to commercial launch globally VALUES: In pursuit of purpose of providing affordable and innovative medicines for healthier lives, Dr. Reddy’s will create an environment of innovation and learning while continually reaching for higher levels of excellence. Integrity and Transparency: Dr. Reddy’s will uphold the highest standards of integrity and transparency in all their interactions. Safety: Dr. Reddy’s are committed to providing safe working environments through continuous improvement of their infrastructure, work practices and behaviors. Quality: Dr. Reddy’s are dedicated to designing quality into their products and processes to delight their stakeholders. Productivity: Dr. Reddy’s strive to achieve more with less through a culture of innovation, continuous improvement and a sustained focus on elimination of waste. Respect for the Individual: Dr. Reddy’s are committed to creating a work environment that encourages diverse perspectives and upholds the dignity of work and of individuals. Collaboration and Teamwork: Dr. Reddy’s will leverage expertise and resources from across their global network to create greater value for their stakeholders. Sustainability: Dr. Reddy’s will create value for all their stakeholders in a manner that respects their natural environment and serves the best interests of the communities in which they live and work. BOARD OF DIRECTORS: Dr. Reddy’s board of directors are experts in the diverse fields of medicine, chemistry and medical research, human resource development, business strategy, finance, and economics. They review all significant business decisions and committees appointed by the board focus on specific areas. WHOLE-TIME DIRECTORS: G.V. Prasad – Chairman and chief executive officer Satish Reddy – vice chairman and managing director INDEPENDENT AND NON-WHOLE TIME DIRECTORS: 1. Dr. Omkar Goswami 2. Mr. Ravi Bhoothalingam 3. Mr. Anupam Puri 4. Dr. J. P.Moreau 5. Ms. Kalpana Morparia 6. Dr. Bruce LA Carter 7. Dr. Ashok Ganguly 8. Mr. Sridhar Iyengar BOARD COMMITTEES: There are seven board- level committees at Dr. Reddy’s, namely 1. Audit Committee 2. Nomination, Governance & Compensation Committee 3. Risk Management Committee 4. Science, Technology and Operations Committee 5. Shareholders’ Grievance Committee 6. Investment Committee 7. Management Committee The Management Council is the top tier of Dr. Reddy’s company’s management structure. The management of Dr. Reddy’s has developed and implemented policies, procedures and practices that attempt to translate our company’s vision, mission and purpose into reality. The management also identifies, measures, monitors and controls the risks factors in the business and ensures safe, sound and efficient operation. The Management Council meets every quarter under the chairmanship of the CEO. Global employee strength of DR. REDDY’S Fig 1.2.1 Employee turnover Turnover Rate 2008-09 2009-10 2010-11 2011-12 Overall India 16.20% 16.30% 14.30% 12.70% 18.20% 18.00% 0.70% 20.80% Fig 1.2.2 1.3. EMPLOYEE RETENTION AT DR. REDDY’S: Dr. Reddy’s has dozens of individual and team-based awards that recognizes teamwork, innovation, institution-building, and social Dr. Reddy’s uses extensive structured coaching to encourage continual dialogue between managers and employees to enhance employee engagement. As well, the company has a formal system in which senior managers mentor employees and job mentors serve as mentors in plants. Respect for the Individual: They are committed to creating a work environment that encourages diverse perspectives and upholds the dignity of work and of individuals.They have begun to have more presence at campuses, they have announced higher rewards for team members on successful referrals of women or differently able professionals to the organisation and they continue to encourage employees to shift within the organisation to different domains and functions through internal job posting opportunities. One of the key attempts of the leadership at Dr. Reddy’s is to enable each one of their talented employees to see the cathedral they are helping to raise, and give  them a hand if they run into rough spots. Building this environment to inspire are several elements drawn from global HR experiences and the best of management intuition. Exit interviews: Exit interviews are conducted with departing employees just before they leave. From the employer’s perspective, the primary aim of the exit interview is to know the reasons for the person’s departure, on the basis that criticism is a helpful driver for organizational improvement. Good exit interviews should also yield useful information about the employer organization, to assess and improve all aspects of the working environment, culture, processes and systems, management and development, etc. 2. OBJECTIVES To find out the Factors that make employees retain in the organization for a long period of time. To know the reasons why employees move out of the organization How is Dr. Reddy’s putting efforts in understanding employees? What are the steps taken by the company to retain their employees? What are the important elements that an employee looks in an organization to work? 3. SCOPE The scope of this project was to focus on employee retention in DR. Reddy’s Laboratories CTO1 Bollaram, Hyderabad , India (pharmaceutical company). The scope is limited to R0 and R1 employees in the organization. The approx. number is 100. The sample size is 40 employees out of 100 R0 and R1 employees. LIMITATIONS No proper inputs were provided by Dr. Reddy’s laboratories CTO1 management. Dr. Reddy’s has instead to limit the questions in a questionnaire to 10. Duration for of the project was just two months. 4. Research Methodology 4.1. Research Design In this study where we translate a research problem into questionnaires, and then use the questionnaires to create data and also indicated that survey is a process of asking many people the same questions and examining their answers. Hence, respondents were asked the same questions. The aim of a survey is to obtain information which can be analyzed and comparisons made 4.2. Sample Selection The target population for the study was all employees working in DR. Reddy’s. The list of all the workers in the organizations served as the sampling frame. Out of the sampling frame, the sampling units were identified. The individual persons in the organizations such as R0 and R1 categories of employees were used as sampling units for the study. The study population was junior and senior staffs DR. Reddy’s. The total number of employees in these categories is approximately 100. Out of the 100, 40 respondents were selected to specifically provide information that would be relevant to the study. The sample size was obtained by calculating 40% on the total population. 4.3. Data Collection Methods for Collecting Primary Data Questionnaires were the tools used for collecting the primary data for the study. The questionnaires contained closed-ended questions. The questions focused on employee’s work satisfaction in the organization. Questionnaires and face-to-face interviews were effective methods used in collecting the primary data. Questionnaires were useful for the research since I could reach many respondents within a short time. Moreover, the face-to-face interview also enabled me to observe the surroundings and nonverbal communication of respondents. The language that was used for the face-to-face interview was English, Hindi and Telugu. 5. ANALYSIS AND INTERPRETATION: 1. How long have you been employed at Dr. Reddy’s? Graph 5.1 Interpretation: As per the respondents 0% of employees mentioned that they have been employed at Dr. Reddy’s for less than 1 year, 15% of employees mentioned that they have been employed at Dr. Reddy’s from 1-3 years, 30% of employees mentioned that they have been employed at Dr. Reddy’s from 3-5 years, 35% of employees mentioned that they have been employed at Dr. Reddy’s from 5-10 years and 20% of employees mentioned that they have been employed at Dr. Reddy’s for more than 10 years. 2. What factors have influenced you to remain with Dr. Reddy’s? SCORE 3 as most preferred, 2 as second preferred and 1 s last preferred) Graph 5.2 Interpretation: As we can see in the above graph, leadership (brand) has got majority score, which is actually retaining the employees in the organization. Benefit packages, working conditions and shift works are also motivate employees in a large scale to retain in DR. Reddy’s. Pay has got the lowest score as per the respondents i.e. 8.75% 3. How satisfied are you with your career development within Dr. Reddy’s? Graph 5.3 Interpretation: As per the respondents 0% of employees mentioned that they are dissatisfied with the career development at Dr. Reddy’s, 17.5% of employees mentioned that they are somewhat dissatisfied with the career development at Dr. Reddy’s, 27.5% of employees mentioned that they are neutral with the career development at Dr. Reddy’s, 70% of employees mentioned that they are satisfied with the career development at Dr. Reddy’s, 10% of employees  mentioned that they are very satisfied with the career development at Dr. Reddy’s Regarding the promotions and hikes within the organization, majority of the employees seem to be satisfied. This is a good sign, but still Dr Reddy’s laboratories ltd management need to work on this issue as this plays a vital role in retaing employees in the organization for a longer period of time 4. What is your level of satisfaction with the attitude of teamwork within Dr. Reddy’s? Graph 5.4 Interpretation: As per the respondents 32.5% of employees mentioned that they are neutral towards the level of satisfaction with the attitude of teamwork at Dr. Reddy’s, 67.5% of employees mentioned that they are satisfied with the level of satisfaction with the attitude of teamwork at Dr. Reddy’s and none of the employees choose the rest of the options i.e; dissatisfied, somewhat dissatisfied and very satisfied. Most of the employees seem to be satisfied with their colleagues which will in turn reduces the internal conflicts between the employees. 5. I feel that my contribution is respected and appreciated by the department. Graph 5.5 Interpretation: As per the respondents 0% of employees mentioned that they strongly disagree that their contribution is respected and appreciated by the department, 0.05% of employees mentioned that they disagree that their contribution is respected and appreciated by the department, 42.5% of employees mentioned that they are neutral that their contribution is respected and appreciated by the department, 47.5% of employees mentioned that they agree that their  contribution is respected and appreciated by the department and 0.05% of employees mentioned that they strongly agree that their contribution is respected and appreciated by the department. Approximately 50% here agree that their work is appreciated by the department which is a good sign. But Dr Reddy’s laboratories ltd needs to work more in this area to increase these figures in a positive way. 6. I have a comprehensible course for career advancement inside Dr. Reddy’s. Graph 5.6 Interpretation: As per the respondents 0% of employees strongly disagree that they have a comprehensible course for career advancement inside Dr. Reddy’s, 20% of employees disagree that they have a comprehensible course for career advancement inside Dr. Reddy’s, 57.5% of employees are neutral that they have a comprehensible course for career advancement inside Dr. Reddy’s, 22.5% of employees agree that they have a comprehensible course for career advancement inside Dr. Reddy’s and 0% of employees strongly agree that they have a comprehensible course for career advancement inside Dr. Reddy’s Coming to career development within the organization employees are not much satisfied and they are on a diplomatic side by answering neutral. 7. The workload placed on personnel is fair and realistic. Graph 5.7 Interpretation: As per the respondents 0% of employees strongly disagree that the workload placed on personnel is fair and realistic, 7.5% of employees disagree that the workload placed on personnel is fair and realistic, 17.5% of employees are neutral that the workload placed on personnel is fair and realistic, 52.5% of employees agree that the workload placed on personnel is fair and  realistic and 22.5% of employees strongly agree that the workload placed on personnel is fair and realistic. These figures tell us that Dr Reddy’s laboratories ltd is a friendly environment to work with, where there is no work pressure. 8. Have you ever considered leaving Dr. Reddy’s? Graph 5.8 Interpretation: As per the respondents 32.5% of employees mentioned that they considered leaving Dr. Reddy’s and 67.5% of employees mentioned that they never considered leaving Dr. Reddy’s. It’s a good sign were approximately 70% of the employees are not considering to leave Dr Reddy’s laboratories ltd. 9. If your answer was yes to the previous question; what would be the reasons? Previous question (Have you ever considered leaving Dr. Reddy’s?) Graph 5.9 Interpretation: We can notice as majority of the employees i.e. 48.75% of employees want to leave the organization for better pay and benefits. Better opportunities and relocation are also playing a vital role in employees leaving the organization. Only 6% of employees feel there is no proper communication in the organization. 6. FINDINGS Retention is all about managing people. If an organization manages people well, employee retention will take care of itself. Organization should focus on managing the work environment to make a better use of human resources. As per the survey, Dr Reddy’s laboratories ltd employees like to work where these are present. Appreciation for the work done by the employee. More opportunities to grow within in the organization. A friendly and cooperative environment between the employees. A feeling that the organization is second home to the employees. Findings regarding Dr. Reddy’s Laboratories Effective leadership is also motivating them to work with Dr. Reddy’s. Salaries are not up to the expectations of the employees in Dr. Reddy’s. Dr. Reddy’s is having an employee friendly environment. Where employees feel more comfortable while working. Dr. Reddy’s has cross-functional project teams, encourage employees to shift within the organization to different domains and internal job posting opportunities. Dr. Reddy’s SPEAK OUT program is a communication channel open to all employees. The program is conducted every month by the Senior Managers of the respective locations encourages the employees to open up and discuss any issues be it professional or personal. Dr. Reddy’s REACH OUT program similar to speak out, which encourages employees to use drop boxes to convey their suggestions, raise or highlight any issue which they may not be comfortable to come forward or if they wish to maintain anonymity. Dr. Reddy’s has a team-based award that recognizes teamwork which in turn motivates employees. 7. CONCLUSION AND RECOMMENDATIONS Conclusion Retention has emerged as one of the dominant themes in management studies during the past decade. The goal of this report was to understand the reasons behind employee’s retention in the organization. The report attempts to provide the facts with a better understanding of employees and their needs. The employee demands such as good working conditions and having development opportunities are just two factors to be mentioned. Dr. Reddy’s laboratories should have good communication, hiring management with strong  human relation skills, providing growth opportunities and consulting with employees, formally and informally, will strengthen the bond with the organization, but will not guarantee their loyalty. Herzberg, through his motivation-hygiene theory suggests that job satisfaction and job dissatisfaction are produced by different work factors. What makes people unhappy is not what they do but how well they are treated. Recommendations Though Dr Reddy’s laboratories ltd is doing a great job it can still improve its working conditions to have work satisfaction in the employees and to retain them for a longer period of time. Dr. Reddy’s management can provide support in the form of work-life balance. Work life balance includes Flexible hours Alternate work schedules Vacations Dr. Reddy’s management should give little more importance to the Career growth and development of the employee within the organization. A manager plays a role of a mentor, they are the ones who involve employees in the work. So they need to hire managers who can make and maintain good relations with their subordinates. Promoting team work will improve the relationship between employees. This can lead to good and healthy competition and relation between the employees. Management of Dr. Reddy’s can support employees by providing them recognition and appreciation. 8. ANNEXURE 1. How long have you been employed at DR.Reddy’s? 1. Less than 1 year 2. 1-3 years 3. 3-5 years 4. 5-10 years 5. More than 10 years 2. What factors have influenced you to remain with Dr. Reddy’s? ( SCORE 3 as most preferred, 2 as second preferred and 1 s last preferred) 1. ___ Pay 2. ___ Benefit Package (Health Insurance, ect.) 3. ___ Promotional Opportunities 4. ___ Work hours/Shift work 5. ___ Loyalty to community 6. ___ Team culture/peer relations 7. ___ Working conditions( i.e. Safety) 8. ___ Leadership (Dr. Reddy’s only) 9. ___ Training 10. ___ Retirement plan 11. ___ Contribution to the Organization 3. How Satisfied are you with your career development within Dr. Reddy’s? 1. Dissatisfied 2. Somewhat Dissatisfied 3. Neutral 4. Satisfied 5. Very Satisfied 4. What is your level of satisfaction with the attitude of teamwork within Dr. Reddy’s? 1. Dissatisfied 2. Somewhat Dissatisfied 3. Neutral 4. Satisfied 5. Very Satisfied 5. I feel that my contribution is respected and appreciated by the department. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 6. I have a comprehensible course for career advancement inside Dr. Reddy’s. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 7. The workload placed on personnel is fair and realistic. 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree 8. Have you ever considered leaving Dr. Reddy’s? 1. Yes 2. No 9. If your answer was yes to the previous question; what would be the reasons? (SCORE 3 as most preferred, 2 as second preferred and 1 s last preferred) 1. Pay and benefits ____ 2. Better opportunity ____ 3. Family reasons ____ 4. New challenges ____ 5. Relocation ____ 6. Leadership ____ 7. Poor or no communication ____ 8. Job security ____

Assignment 10 Example | Topics and Well Written Essays - 500 words

10 - Assignment Example (Picturing the Past) These words are brought to life from the picture in the advertisement. We see a ship that appears to have docked and is unloading cargo which is Pears’ soap, and another picture showing a black man crouching in front a white man with a bar of soap by their side. It is implied that the white man has brought in the soap to help the black man achieve cleanliness which is the mark of western civilization. This can also be seen from the picture of the white man who seems to have washed his hands in a very clean bathroom. He is meant to epitomize cleanliness that is the mark of the white man’s civilization. (Picturing the Past) Non Europeans are referred to as ‘dark corners’. The white man is said to use the soap to brighten the dark corners of the earth; which they consider their burden, as civilization advances. This refers to non Europeans who are supposed to be receiving civilization by being made clean. The picture of non Europeans that is presented in the advertisement is one who is inferior to the white man, crouching before him to receive the gift of civilization, Pears’ soap. (Picturing the Past) The phrase ‘Cleanliness is next to Godliness’ can be related to this advertisement because both the phrase and the image portray the white man as superior and the helper to Non Europeans. This is because these are God-like traits that the white man is assuming in trying to ‘lighten their burden’, i.e. make everyone like them, which is also a God-like trait as he made everyone in his own image. (Picturing the Past) The white man’s burden is to bring cleanliness to the whole world by lightening up the dark corners of the earth, and the use of Pears’ soap will enable everyone who uses it to achieve cleanliness. By accepting to use the soap, Non Europeans will be accepting the white man’s ways and in the process lightening up the dark corners of the earth. (Picturing the Past) On analyzing the map of Africa

Case study Example | Topics and Well Written Essays - 500 words - 66

Case Study Example A SWOT analysis, for example, allows Graze to identify the factors that are important in its’ business environment (Bohm, 2009). The analysis helps the organization identify the internal strengths that it possesses, which could determine its’ success if it decided to internationalize, continue organic growth in the UK, or enter a related market. Graze could also use the analysis to identify its’ weaknesses, and the extent to which such shortcomings would interfere with organizational success. Additionally, the analysis would aid the company in determining the opportunities provided by the market. Sufficient opportunities would attract the business to internationalize, venture into a related product, or even continue growth in the UK. On the other hand, the analysis would help Gaze to identify the potential threats that it would face by choosing any of the options. Consequent to this, the company would make a sound decision concerning which option to explore. In relation to internationalization, Anthony should consider the different cultures of the prospective nations. He should consider whether the countries enjoy snacking or not, and only venture into nations that favor snacking, over those that do not. Additionally, the tastes and preferences of the different people should be considered. This follows that some nations do not give any regard to healthy eating, while others make it a priority. If Anthony was to venture into a related product that offers lunches, he should devise a strategy that identifies who the target market would be, and how to attract, as well as retain them. A lunch product, for example, needs to be delivered on a timely basis, given the time constraints of working employees. Therefore, the service ought to be carried out conveniently, to keep the business going. More to these, the service should be clearly differentiated from the snacking