Performance Appraisal Assignment Example | Topics and Well Written Essays - 750 words

Performance Appraisal - Assignment Example 360-degree feedback is a more qualitative instrument involving the profiling of employees through interviews and other interactive procedures. Even though each type of performance appraisal instrument may be used for different reasons and in order to achieve different purposes, there are some specific components that run through almost all these instruments. According to Kondrasuk (2011), the extent to which HR managers are able to apply these components to each instrument determines how effective a given instrument would be. The first component is that all appraisal instruments are objective based. What this means is that the instruments are designed with very specific objectives set for employees to attain. Without the objectives, it will be difficult to measure the real performance outcome of employees (Bol, 2011). Secondly, the instruments are linked to the larger organizational goal, meaning that they are set to ensure that employees accomplish the overall goals of the organization. Lastly, the instruments are performance improvement related, ensuring that they critique employees towards making them more viable (Kondr asuk, 2011). Using the rating scale performance appraisal instrument as an example, it would be said that the component that is most necessary for employee motivation is the fact that the instrument is performance improvement related. The reason for this assertion is that when employees are appraised with the purpose of making them better workers; they get motivated, knowing that the appraisal is in place to develop their professional competence. This is to say that employees refuse to see the appraisal as a means to sabotage them but to discover the best from them. Luckily, the fact that the rating scale is quantitative in nature means that it is possible to easily determine areas where employees require more training and assistance to become as productive as the organization require of them

Civil War Essay Example for Free

Civil War Essay Brothers fighting brothers, a country imploding in itself, the world is an antithesis of what auspicious t it is today. A country separated by gender, race, religion, and class is that really a Union? The Civil War has begun, a fight not yet for the freedom of slaves but a fight to mold two sides of a coin into one. The oppressed brethren are reluctant to fight and why shouldn’t they be through all the injustices the Union has placed upon them? Regardless, Alfred M. Green delivers a speech in an effort to persuade his brethren into fighting for the right to join the army that empathizes with his fellow brethren’s inundation, that promises commemoration and recognition for his fellow African Americans, and that promotes the Union’s battle as a righteous one. Green starts his speech down on the mat with a crowd that holds the candid opinion of not wanting to join a fight for a country that oppresses its people, enslaves its people, and imprisons its people. Nevertheless Green acknowledges his brethren’s suffering and injustice caused by the â€Å"fugitive slave-laws† and the â€Å"Dred Scott decisions† and states that ‘[their] duty is not to cavil over past grievances† but to aid the country with â€Å"burning zeal and enthusiasm†. By empathizing with the injustices the Union has committed towards the black community, Green preemptively dismisses the crowd’s probable argument and establishes a common ground to build upon later in his speech. Likewise, Green mention’s that â€Å"the brave deeds of our fathers†¦ have failed to bring us recognition† which quickly refutes the future argument that the Brethren have already sacrificed their share and establishes the point that it’s up to the blacks of that era to bring â€Å"honor† and â€Å"glory† to the African American race. After acknowledging the mistreatment the Union has committed to the free and enslaved blacks, Green emphasizes that joining the war against the South will â€Å"improve the present auspicious moment creating anew [the brethren’s] claims upon the justice and honor for the Republic†. This quote suggests that taking up arms for the Union will secure the future of free African Americans with freedom and honor. In addition, Green says, â€Å"let not the honor and glory achieved by our fathers be blasted or sullied by a want of true heroism among their sons†. Green invokes â€Å"filial piety† in the crowd by ultimately saying that the good reputation their ancestors had laid out in the Revolutionary War and the War of 1812 should not be â€Å"sullied† or â€Å"blasted† and should be preserved and built upon for this time they may secure a free future. Towards the climax of his speech, Green promotes the Union Army as God’s Army and â€Å"[he or God] will defend the right, remembering that these are other days than those of yore.† By stating God wants the audience to â€Å"take up the sword† ultimately encourages the religious brethren to join this â€Å"army of God† and gives these mistreated people hope because God wants them to succeed and gain freedom from judgment and racism imposed on their race. Green also says â€Å"[their] very presence among the troops of the North would inspire [their] oppressed brethren of the South with zeal†¦ and confidence.† Green’s intention for this quote was to evoke the righteousness of the northern audience to fight for the southern slaves who are enduring far worse hardships. Alfred M. Green recognizes the hardship his race has endured but insists that their involvement in the war will secure a future filled with honor and glory and insists that God sides with the North and trusts them to fight for and free the enslaved south. In essence, Green convincing blacks and whites to work together as equals was the leap of mankind that inspired the many immigrants and future generations to see the United States of America as the land of freedom and the home of the brave.

Methodist Church :: essays research papers

The United Methodist Church My home church is United Methodist. I have gone there ever since I was a child because that is where my mother went to church. Through researching this paper I found many interesting things about my church. There are many points and issues I agree with and many I disagree with. Writing this really made me think about my denomination closely and if it’s the right one for me. The United Methodist Church shares a common history and heritage with other Methodist and Wesleyan bodies. The lives and ministries of John Wesley and of his brother, Charles, mark the origin of their common roots. Both John and Charles were Church of England missionaries to the colony of Georgia, arriving in March 1736. It was their only occasion to visit America. Their mission was far from an unqualified success, and both returned to England disillusioned and discouraged, Charles in December 1736, and John in February 1738. Both of the Wesley brothers had transforming religious experiences in May 1738. In the years following, the Wesleys succeeded in leading a lively renewal movement in the Church of England. As the Methodist movement grew, it became apparent that their ministry would spread to the American colonies as some Methodists made the exhausting and hazardous Atlantic voyage to the New World. Organized Methodism in America began as a lay movement. Among its earliest leaders were Robert Strawbridge, an immigrant farmer who organized work about 1760 in Maryland and Virginia, Philip Embury and his cousin, Barbara Heck, who began work in New York in 1766, and Captain Thomas Webb, whose labors were instrumental in Methodist beginnings in Philadelphia in 1767. The American Revolution had a profound impact on Methodism. John Wesley’s Toryism and his writings against the revolutionary cause did not enhance the image of Methodism among many who supported independence. Furthermore, a number of Methodist preachers refused to bear arms to aid the patriots. When independence from England had been won, Wesley recognized that changes were necessary in American Methodism. He sent Thomas Coke to America to superintend the work with Asbury. Coke brought with him a prayer book titled The Sunday Service of the Methodists in North America, prepared by Wesley and incorporating his revision of the Church of England’s Thirty-Nine Articles of Religion. Two other preachers, Richard Whatcoat and Thomas Vasey, whom Wesley had ordained, accompanied Coke.

A House Divided

â€Å"House Divided† Essay Discuss the relevance today of Abraham Lincoln’s statement, â€Å"A house divided against itself cannot stand. † Abraham Lincoln’s statement in his 1858 speech that â€Å"A house divided against itself cannot stand,† is an extremely true statement that is as relevant today as it was when he originally stated it in 1858. Lincoln made this statement when he was accepting his nomination by the Republican Party to become the United States senator for the state of Illinois.Lincoln was attempting to distinguish himself from his opponent for the seat in the Senate, Stephen Douglas, who was a major supporter of the doctrine of popular sovereignty. Lincoln disagreed with Douglas because he believed that the United States could not exist under two opposing forces, that of advocates for slavery and of abolition. Lincoln knew that the country would eventually have to decide between slavery and freedom, and the imminent Civil War is pr oof that he was right.Lincoln’s statement in 1858 correctly predicted that the United States could not exist forever torn between the issue of slavery. His statement continues to be valid, even in today’s world, more than one hundred and fifty years later. When the country was divided about the existence of slavery, it was not able to cooperate. Proper authority could not be executed, because the leader had to choose a side. If he was pro-slavery, the north would not be devoted to his leadership. If he was pro-abolition, the south would refuse to acknowledge him as their leader.This enormous dilemma wreaked havoc throughout the country, leading to the south’s eventual secession from the Union. Today, the concept of when an institution is on completely different terms with each other they cannot function properly can be applied to many situations, both specific and non-specific. This notion being misunderstood by the majority of the world is on display in daily l ife. When two parents are attempting to instill authority over their child but disagree on something, the child is erroneously disciplined.When the child receives two conflicting views about something they should or should not do, they will not understand what is right. When two business partners are in disagreement about their business policies, the business will fail with no proper guidance. Two friends with seriously incompatible qualities or moral codes will not be able to maintain their friendship. Nothing can survive without unity, which is why slavery was unable to prevail. One specific example of the validity of Lincoln’s statement is the Civil Rights movement of the mid twentieth century.The Civil Rights movement was an extension of the slavery issue of a century earlier. Black people were still not being treated as equal to whites in the southern part of the country. Because there was much division on the issue, there was political controversy during that time. Howe ver, just as with slavery, blacks eventually received equal rights and treatment. Another example of Lincoln’s statement being applicable many years after it was said is communism in Russia.Communism and socialism in Russia eventually failed because it always had a clear winner and loser. One party was greatly benefitted, while the other party was severely disadvantaged. Because the country was so divided on the issue, communism collapsed in the Soviet Union in 1991. Perhaps the greatest and most relevant example of the validity of Lincoln’s statement is the current economic depression occurring in the United States. In the United States, the difference between the wealthy and the poor is by an extremely large margin.The wealthy people of the country possess almost all of its wealth, while the vast majority of the people possess a much smaller portion. As a result, the economy of the United States crashed in the year 2008. This economic depression and the failure of th e wealthy to help the poor have been the subject of much discussion and debate throughout the country. Almost everyone is divided on the issue, causing the economy to increasingly become worse. Hopefully, if the country can one day become united on the solution for the economy’s downfall, the economy will recover.It is clear that Lincoln’s statement in 1858 that â€Å"A house divided against itself cannot stand,† was very on the point when he stated it, as well as in today’s world. Lincoln made this statement on the brink of the great Civil War, and he correctly predicted that if the United States continued to be divided on the issue of slavery, it would prove disastrous for the country. Today, this statement continues to apply to many of the world’s problems, both specifically an non-specifically.

Pros and Cons of Cloud Computing Essay

With the unprecedented growth and spread of information, there is no wonder why large Information Technology companies have been investing in the â€Å"cloud†. To expand, when referring to Cloud Computing, this means to access and store information not stored with in your computer whether it be public, private, or hybrid cloud computing. In technological terms, the server you are accessing is somewhere else and therefore, the information and tools you are using are â€Å"up in the clouds† but more so stored in another server space. However, whether you are paying for services through software, total usage, or free usage (hence the types of cloud services) Cloud Computing seems to be everywhere. Yet, it is important to recognize what is to gain by using cloud computing from big businesses to individual users and what are some risky moves when utilizing cloud storage over the Internet. Hence, the content of this paper will discuss the pros and cons of cloud computing and where cloud computing is headed in todays online society. Discussion: Moving forward, large companies use private cloud computing on the grounds that it is far more affordable to store and run programs in a server space designed for processing, saving and running information applications and so on. The biggest noticeable advantages in cloud computing have to be the ease of running programs with out installing any new applications (since the provider installs it for you in their cloud), and payment depends on membership, and which billing method you chose; for example, monitored payment or a flat rate (Mitchell). However, there are competing companies such as Google Apps Marketplace, Windows Azure, Amazon Web Services, Success Factors, and so on, that make cloud computing affordable on different user levels. These levels range from individual interest to larger company interests. For example, a company may need thousands of gigabytes worth of storage while I may need a few gigabytes of storage. So when paying for space I will be able to only buy what I need. Additionally, using the cloud allows a user greater mobility since an individual with an account can access the cloud from any computing device (laptop, desktop, tablet, or phone) that has available Internet access. More importantly, it’s easier for multiple users to access the same document and not overload the system and backs up data without someone having to worry about the location. Therefore, utilizing a third-party system server, Cloud Computing perks offer cheaper, reliable storage and retrieval of information. Figure [ 1 ] Although Cloud Computing sounds like a convenient service for businesses and users to take advantage of, there are downsides for paying or using cloud servers. Instances include, system shut downs for maintenance, access of data after canceling a membership, and more importantly privacy. Yet, a simple downside would be â€Å"What if someone uploads data into the cloud server and suddenly loses Internet connection?† The answer would be lost time and an incomplete data upload, not to mention the hassle of finding Internet connection again to access the cloud’s server only to attempt to upload the same work once more. On the other hand, looking back at the 2011 Google Docs incident, when an outage delayed user interaction for an hour starting in the UK and then reached the US (McCaney). Many organizations and people couldn’t access or exchange files via the cloud. So accidents happen, and although people lost out on time and information sharing, no files were reportedly lost. Even so, accidents including shutdown to outages, are rare natural occurrences, yet, inevitable for the current time. Not only are there outages to worry for also, according to Hamad Subani, he asserts that â€Å"Since most of the major Cloud Computing servers are operated by companies based in the United States, data you put on your Cloud is subject to American law.†   Which is also true since authorities only need to file a subpoena to get the information, yet, once information is shared warrants are needed and such (Subani). Hence, privacy is compromised, but to an extent. If someone is engaging in illegal file transfers on a cloud server, it already violates the consumer to provider contract; therefore a person is better off keeping their illegal activities to themselves. Other than that, cloud computing is relatively safe. | Cloud Computing Simplified| Pros| Cheap services, reliable, extra storage space, no worry about the server location| Cons| No privacy, and you must have internet access, maintenance. | After going through the pros and cons of cloud computing, it is necessary to analyze where such services are headed in the near to distant future. According to Brian Donaghy,   Ã¢â‚¬Å"Market Research Media says the cloud market will reach $270 billion in 2012 and Gartner predicts it will be over the $148 billion mark by 2014, much greater than Forrester’s forecast of over $118 billion for the same year.† Without a doubt, cloud computing will continue to rake in the profits since increasing needs for IT services are inflating the cloud’s development. In perspective, social networks (like YouTube or Skype) outsource their work to cloud services to help store user data. More so, it seems as if digital life is linked to the storage systems of cloud servers. Think about it, with out a back up storage in the cloud, there wouldn’t be a free YouTube, Tumbler, and blogging would essentially be news posts by big businesses. Cloud computing will continue to advance in ways that further accommodates all online users. About the only disadvantage of this are those with out Internet connection, the people left out of the Internet community. However, for the time being, cloud computing’s growth in the United States and American websites using cloud resources, prove to be helpful in the spreading of information from social to private perspectives of data usage. Conclusion: Hence, it is evident that cloud computing will be growing exponentially so long as the Information Technology sector continues to be in high demand. Therefore it is up to the consumers individual needs to decide if cloud computing would help them keep tabs with their data usage online or if using their own memory on their computer is a better decision. On the other end, companies should use Cloud Computing servers as a cheaper form of Information Technology management. Especially since investing in a mainframe computer would be far more costly than having some other company do all the work for you for a smaller fee. Therefore, cloud computing will definitely be a primary factor in the growth and facilitation of online data usage and continue to revolutionize modern technology. Bibliography Bauer, Eric and Randee Adams. The Reliability and Availability of Cloud Computing. Hoboken: Wiley, 2012. Donaghy, Brian. Where is Cloud Computing Headed in 2013? 8 November 2012. 1 February 2013 . McCaney, Kevin. Google, Microsoft cloud crashes: Is this the new normal? 12 September 2011. 15 February 2013 . Mitchell, Bradley. What is Cloud Computing. 2013. 15 February 2013 . Mururgesan, San. â€Å"Cloud Computing: The New Normal?† January 2013. IEEE Xplore (digital library). 1 February 2013. Subani, Hamad. Ten Reasons Why Cloud Computing is a Bad Idea. 2 June 2009. 14 February 2013 . Weinman, Joe. â€Å"Cloudonomics: the business value of cloud computing.† 4 September 2012. WorldCat (database engine). 1 February 2013.

Results of Poor Cross Cultural Awareness Essay Example

Results of Poor Cross Cultural Awareness Essay Example Results of Poor Cross Cultural Awareness Paper Results of Poor Cross Cultural Awareness Paper Having a poor understanding of the influence of cross cultural differences in areas such as management, PR, advertising and negotiations can eventually lead to blunders that can have damaging consequences. It is crucial for todays business personnel to understand the impact of cross cultural differences on business, trade and internal company organization. The success or failure of a company, venture, merger or acquisition is essentially in the hands of people. If these people are not cross culturally aware then misunderstandings, offence and a breakdown in communication can occur. The need for greater cross cultural awareness is heightened in our global economies. Cross cultural differences in matters such as language, etiquette, non-verbal communication, norms and values can, do and will lead to cross cultural blunders. Cross cultural blunders that could have been avoided with appropriate cross cultural awareness training are as following: 1. Locum is a Swedish company. As most companies do at Christmas they sent out Christmas cards to customers. In 1991, they decided to give their logo a little holiday spirit by replacing the o in Locum with a heart. 2. The Japanese company Matsushita Electric was promoting a new Japanese PC for internet users. Panasonic created the new web browser and had received license to use the cartoon character Woody Woodpecker as an interactive internet guide. The day before the huge marketing campaign, Panasonic realized its error and pulled the plug. The ads for the new product featured the following slogan: Touch Woody The Internet Pecker. The company only realized its cross cultural blunder when an embarrassed American explained what Touch Woodys Pecker could be interpreted as! 3. The Swedish furniture giant IKEA somehow agreed upon the name FARTFULL for one of its new desks. 4. In the late 1970s, Wang, the American computer company could not understand why its British branches were refusing to use its latest motto Wang Cares. Of course, to British ears this sounds too close to Wankers which would not really give a very positive image to any company. 5. There are several examples of companies getting tangled up with bad translations of products due to the word mist. Irish Mist (an alcoholic drink), Mist Stick (a curling iron from Clairol) and Silver Mist (Rolls Royce car) all flopping as mist in German means dung/manure. Fancy a glass of Irish dung. 6. Traficante and Italian mineral water found a great reception in Spains underworld. In Spanish it translates as drug dealer. 7. In 2002, Umbro the UK sports manufacturer had to withdraw its new trainers (sneakers) called the Zyklon. The firm received complaints from many organizations and individuals as it was the name of the gas used by the Nazi regime to murder millions of Jews in concentration camps. 8. Sharwoods, a UK food manufacturer, spent  £6 million on a campaign to launch its new Bundh sauces. It received calls from numerous Punjabi speakers telling them that bundh sounded just like the Punjabi word for arse. 9. Honda introduced their new car Fitta into Nordic countries in 2001. If they had taken the time to undertake some cross cultural marketing research they may have discovered that Fitta was an old word used in vulgar language to refer to a womans genitals in Swedish, Norwegian and Danish. In the end they renamed it Honda Jazz. 10. A nice cross cultural example of the fact that all pictures or symbols are not interpreted the same across the world: staff at the African port of Stevadores saw the internationally recognized symbol for fragile (i.e. broken wine glass) and presumed it was a box of broken glass. Rather than waste space they threw all the boxes into the sea. 11. Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it whitens your teeth. They found out that the local natives chew betel nuts to blacken their teeth which they find attractive. 12. Bacardi concocted a fruity drink with the name Pavian to suggest French chic but Pavian means baboon in German. 13. In 1995, Nintendo has set the gaming world on fire with their new DS system, built entirely around its touch screen. A Korean company wanting to make a piece of dictionary software that takes advantage of the touch screen capabilities. Touch Dictionary just needed to shorten it up, to make it snappier, something cool that the kids will remember, hence â€Å"Touch Dic.† 14. The American Dairy Associations huge success with its campaign Got Milk? prompted them to expand advertising to Mexico. It was soon brought to their attention that the Spanish translation read Are you lactating? 15. When Gerber first started selling baby food in Africa, they used the same packaging as in the USA with a cute baby on the label. Later they found out that in Africa, companies routinely put pictures on the label of what is inside since many people cannot read! 16. A company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad was a poor choice since animals are considered to be a form of low life and no self respecting. Thai would wear anything worn by animals. 17. The soft drink Fresca was being promoted by a saleswoman in Mexico. She was surprised that her sales pitch was greeted with laughter, and later embarrassed when she learned that fresca is slang for lesbian. 18. A soft drink was introduced into Arab countries with an attractive label that had stars on itsix-pointed stars. The Arabs interpreted this as pro-Israeli and refused to buy it. Another label was printed in ten languages, one of which was Hebrewagain the Arabs did not buy it. In addition to interpersonal cross cultural gaffes, the translation of documents, brochures, advertisements and signs also offer some comical cross cultural blunders. 19. Kellogg had to rename its Bran Buds cereal in Sweden when it discovered that the name roughly translated to burned farmer. 20. When PepsiCo advertised Pepsi in Taiwan with the ad Come Alive With Pepsi they had no idea that it would be translated into Chinese as Pepsi brings your ancestors back from the dead. 21. American medical containers were distributed in Great Britain and caused quite a stir. The instructions to Take off top and push in bottom, innocuous to Americans, had very strong sexual connotations to the British. 22. In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water. 23. United Airlines unknowingly got off on the wrong foot during its initial flights from Hong Kong. To commemorate the occasion, they handed out white carnations to the passengers. When they learned that to many Asians white flowers represent bad luck and even death, they changed to red carnations 24. A famous drug company marketed a new remedy in the United Arab Emirates. To avoid any mistakes they used pictures. The first picture was of someone ill, the next picture showed the person taking the medication, the last picture showed them looking well. What they forgot is that in the Arab world people read from right to left! In conclusion, poor cross cultural awareness has many consequences, some serious others comical. It is imperative that in the global economy cross cultural awareness is seen a necessary investment to avoid such blunders.

MaxCo Research proposal Essay Example

MaxCo Research proposal Essay Example MaxCo Research proposal Essay MaxCo Research proposal Essay The Max Mar Group is one of the largest international fashion houses and the first Italian clothing company, recognized throughout the world as the precursor of modern prà ªtporter fashion. The Group was formed in 1951 the Group with the aim of offering haute De game feminine clothing, produced according to excellent industrial processes. This is a record that the Max Mar Group has consolidated over time through a meticulous, luxurious style that has always achieved rising success on a world-wide scale (Mascara Group), maintaining however its strongest market in Italy. The Group is composed of nine different brands, each targeting a different segment, none of which are particularly active through digital communications, with the exception of websites and online shops. MOB Research Agency was contacted to develop a study aimed at analyzing the use of social media and digital communication tools for the MaxCo brand, which as company results show, is the most developed of the nine brands on new media, with particular focus to the Italian market. In fact, the further development of this brand online will define a model for the Groups other brands to also develop a social media ND digital communication strategy accordingly both within Italy and worldwide. It must be noted that the rapid evolution of social media and digital communications has led fashion companies to develop new communication strategies aimed at establishing a closer relationship with their customers. For the fashion industry, social media have been identified as a powerful enabler to build strong relationships with their consumers. Social media and fashion brands both show strong relational features; in fact, among all sectors, the fashion market appears to be the most social, u to its underlining mechanisms of social diffusion. From this derives the importance for fashion brands to build a social image which leads to high levels of social involvements, in contrast with the mere presence of social media; the number of social networking channels manned by brands has a clear correlation with the ROI of social media marketing strategies. 1. Max Max mainly targets young women, who appear to be also one of the most significant groups of social media and digital communications users, therefore the effectiveness of the Groups strategy in this sector is essential. Research shows that Faceable and Mainstream are the most popular social media in Italy, both of which MaxCo has been using for the past 3 years and 12 months, respectively. Faceable has become a tool for consumers to interact with other consumers and with the brands, and it can increase brand awareness; also, it is a tool for word of mouth, with about 1. Million users in Italy, has become a powerful tool for the fashion industry today, as it allow creating a connection directly through a brands products and ideas. However, Maxs results for March 2014 show and overall negative trend on the use of the brands Faceable page and Mainstream page. Furthermore, with regards to other digital communications, Maxs websites shows regular visits that peak at times of the release of a new collection as well as of sales. To even the presence on their website throughout the year, MaxCo has been developing websites to present certain items of the seasons collection. . 1. 1 Introducing the new Max app The Mascara Group has begun developing an app for smartness and tablet, which will allow to access information about videos, campaigns, press, and other events related to its brands. The idea is to develop an interactive mobile magazine, tit stories about t he brands everyday life, integrated with the brands social media sites (Faceable and Mainstream) and with the possibility to be customized by entering personal data for style tips and possible purchases. The app will also allow accessing an online store. The launch of the app for Max will be a part of the brands new digital communication strategy, the app will also allow accessing an online store. This will not only give the brand the opportunity to build a personal relationship with its loyal customers, but also increase its reach and gather valuable information on customers. Liquor and Donna Koran International have been identified as top competitors for MaxCo brand, within the Italian market and worldwide, respectively. Liquor Donna Koran International MaxCO Faceable x Twitter Mainstream Youth channel Website Online shops Smartened and tablet app As the table above shows, MaxCos direct competitors have been developing on all major social online platforms as well as they have developed a brand application for smartness and tablet. This has allowed both competing brands to build a deeper relationship with their customers, proving that Max is indeed in need to take action to be able to compete both within the Italian market and at worldwide level and avoid losing its position in the market. According to Gallbladder data for the last quarter of 2013, Italians are amongst the top users of social media and digital communication tools such data indicate a solid window of opportunity for the firm to expand rapidly and diminish the gap with its competitors regarding virtual activities. MOB has been asked to plan a research to respond to Max Mar Fashion Groups concern that it may be falling behind its competition due to the low social media and digital communication use for its brands. It was agreed with the client to begin the research by analyzing MaxCo, one of the nine brands managed by the Group; in fact, this is the most active in terms of presence on social media and digital communications, in particular regarding its use of Faceable, Mainstream and its website. The introduction of the new app has also been planned for MaxCo solely. The results presented for the brand show a negative trend in online users for the brand social accounts. Having stated the importance of social media and digital communication for the fashion industry, MOB truly believes that carrying out the proposed research will offer MaxCo (and later he whole Group) the opportunity to redirect its digital communication strategy and continue excelling in the future making their brands socially smart and directly involved with their customers. Additionally, this research intends to analyses the possibilities and threats related to the introduction of a smartened application (the MaxYou app), which main competitors have already done. Taking into account the increase in access through mobile devices, the launch of the app shall allow the brand to reach all equal position on the market, with regards to social media and International and Liquor) appear to be a few steps ahead as they have established themselves in the digital world, this research should truly represent the first step toward the improvement of MaxCo and later the whole Groups strategy. It is the goal of this research proposal to lay out a detailed plan of how to measure the effectiveness of social media and digital communications, in terms of reach and engagement, and reinforce the urgency of ensuring the Max Mar Fashion Group is responding to growing trends for social media involvement and activity in the Italian fashion sector. Main techniques used in this research intend to analyses Max activities online in terms of reach and engagement for Faceable, Mainstream and the brands website. Additionally, the study seeks to investigate possible customer responses to the launch of the new app. The study will primarily focus on fully disclosing customers understanding, awareness and perception of MaxCo online activities in relation to what they perceive as effective, involving and ethical. The goal is to allow the Group, through this assessment and information available, to gather valuable consumer insight on current possible future strategies, and adapt to best spoon to its customer needs and preferences, in order to increase competitiveness. MOB has identified the following research objectives: 2. Understand the attitudes across women between the age of 19 and 35 toward the use of social media and digital communication tools for interaction with fashion brands, with reference to Faceable pages, Mainstream accounts, websites and finally smartened and tablet applications. 2. 1. 1 . What kind of activities do customers expect from fashion brands? 2. 1. 2. How frequently do they expect websites and social media accounts to be updated? 2. 1. 3. Do they like to interact with br ands? . 1. 4. How do Italian users feel about fashion brands Faceable pages? . 1. 5. How do Italian users feel about fashion brands Mainstream accounts? 2. 1. 6. How do Italian users feel about company website engagement and online shopping? 2. 1. 7. What do they think of a user-adjustable app for fashion brands? The first goal of this research is to offer the company a clear overview of what their customer target segment thinks and expects from social media and digital communication activities from fashion brands, with particular reference to company Faceable pages, Mainstream accounts and company websites, as well as APS. The target group identified for this study is representative of the people that most use such tools; the results are therefore expected to be reliable in outlining the attitudes (positive, negative or neutral) toward the use of social media and digital communication tools for interaction with fashion brands within the Italian market. 2. Analyses the perception of MaxCos existing customers regarding the brands use of Faceable pages, Mainstream accounts, websites for interaction and information in comparison to other customer experiences (with competitor brands) 2. 2. 1 In comparison with other fashion brands, re Max Faceable page and Mainstream account appealing in terms of content and activities? Sufficiently active? 2. 2. In comparison with other fashion brands, is Max website sufficiently informative and appealing for users? Is the online shop easy to use? 2. 2. 3 What are competitors doing? Are there other particular fashion doing? 2. 2. 4 Overall, what do customers think of Max a ctivities comparison with other fashion brands? Secondly, the research will look at Max existing customers perception of the brand use of social media and digital communication in comparison to other fashion brands. As it was noted before, the fashion industry is extremely sensitive to the use of these new means of communication and interaction between customers and brands, therefore the goal is to develop a thorough understanding of what customers think of what the brand is doing, in particular in comparison to what their competitors do within the Italian market, with regards to Faceable pages, Mainstream accounts and commerce activities, as well as the use of smartened and tablet APS. 2. 3 Determine which channels MaxCo customers prefer to communicate and interact with brands with respect to social media and chital communications 2. . 1 Where and when do MaxCo customers prefer to interact with the brand? 2. 3. 2 Do MaxCo customers enjoy interacting with the brand on Faceable and Mainstream? How frequently? 2. 3. 3 Should MaxCo be posting/sharing more often? What content is preferred by customers? 2. 3. 4 Do MaxCo customers enjoy the brands website? When do they visit it and why? 2. 3. 5 Would Max customers use a user-adjustable app for online shopping and news about the brand? What should it include? Thirdly, the research will determine what are the contact situations that Max customers refer to interact with the brand. This includes the how, when, and where preferences for interaction, which will allow the company pinpoint what are the Groups strengths and weaknesses of the brands strategy at the moment, benchmarking the research results with company activities. Understanding when and where the customers prefers to be in touch with the brand will also serve as a basis for future developments on other media. While investigating on target segments preferences, this research will also examine the possible responses to the introduction of a new application, which competitors already have. Therefore, the goal at this stage is to outline what customers would like from MaxCo and the Group in order to build a strong and loyal relationship with the brand. 2. 4 Identify based on customer responses how the brand could improve its use of social media and digital communication for interaction with its customers 2. 4. 1 How and where else would MaxCo customers like to interact with the brand? 2. 4. 2 What could MaxCo do differently? 2. 4. 3 What can be improved in MaxCos Faceable page, Mainstream account and website? 2. 4. 4 Is there something that competitors do that Max customers would eke from the brand? The final goal of this research is to identify opportunities for improvement for the brands online activities, building upon responses to the other objectives and an overall evaluation of MaxCo customers. The goal is to identify specific activities for the brand to strengthen its social media and digital communications strategy, in particular with regards to Faceable pages, Mainstream accounts and website activities, as well as new tools that competitors already use successfully, in accordance to customers attitudes and personal preferences expressed in their responses. The aim of this research is to benchmark Max position in this sector at the moment with how customers see it and how they would want the brand to act in the future. The research will begin with secondary data analysis in order to create a framework for the research, in particular using available data and information regarding the use of Faceable, Mainstream, company websites and APS by Italian users for fashion brands. Secondly, the research will proceed with collecting qualitative and quantitative data through focus groups and structured (close and open questions) questionnaires, respectively. The results are expected to provide a framework for the company to identify its strengths and weaknesses, and identify opportunities and threats for future digital developments to compete with other fashion brands. They will also define the most suitable strategy for the launch of the new Max smartened and tablet application. According to the Isomer Glossary secondary data is data that have already been collected and published for another research project; secondary data can be internal and external. For the purpose of this research internal secondary data will e obtained from internal company databases and previous research reports on the topic, while external secondary data will be taken from specialized researches and reports done by other specialized agencies and researchers. Available secondary research data will help clarify the target during the initial exploratory and descriptive research phases. The analysis of secondary research will provide the necessary background to ensure the research takes the correct direction in analyzing the problem, and will also give MOB and Max a set of information to test the research exults against at the end of the research, ensuring the accuracy of the results. In order to optimize the use of secondary data, considering the great availability of research on the topic of social media and digital communication, MOB will screen for relevance and inaccuracy and will ensure to use solely data strictly relevant for the purpose of this research, publicly available or from other partner agencies. In particular, secondary data will be evaluated based on the following criteria: credibility of publisher/researcher, purpose of the research, time of data collection, search methodology used for data collection, and relevance, comparability and reliability of data. The research will begin with the analysis of internal secondary data, company internal databases, which will be useful for the researchers to build an initial reference framework on the activities and results of the brand. MOB will be analyzing through data mining the following internal sources: Annual reports for 2012 and 2013, sales and communication reports determine trends and strengths and weaknesses of the brand as well as identify opportunities to develop Internal experts ports in order to get insight on the objectives and ideas of the brands employees Database of customer information and purchase history determine target segment and identify the participant for primary research. Secondary research will directly answer the first objective of this research, by outlining the general attitudes of the selected target group toward the use of social media and digital communication tools for interaction with fashion brands, with reference to Faceable pages, Mainstream accounts, websites and finally smartened and tablet applications. External data research is also expected to generate initial espouses on customers preferred digital contact situations with brands, also for Max, thus partially responding to the second and fourth objective identify customer perception of Maxs digital strategy and opportunities for improvement. MOB will be gathering secondary data from the following external sources (syndicated data): Competitors annual reports, including social media reports highlight the strengths and weaknesses of competitors and benchmark results with Maxs Fashion reports on social media use by fashion brands, specifically data collected on MaxCo (Faceable and Mainstream reports) review activities of the rand so far and determine customer response to them Gallbladder reports on use of social media and web-based platforms in Italy gather information on the target segment use of social media and smartened and tablet APS, frequency of use as well as reason for using them. Primary research is defined as data that are collected specifically for a current research project (Isomer Glossary). For the purpose of this research, primary data will be collected through focus groups and a questionnaire administered to social media users and website visitors, to answer all the objective of this research from a alliterative and quantitative perspective (with the exception of objective 1 which will be measured solely through quantitative research). 3. 2. 1 Qualitative Qualitative research is defined as the use of unstructured exploratory techniques (such as group discussions and in-depth interviews) that are based on statistically small samples in order to understand a problem further (Isomer Glossary), which in this case will be collected through focus groups. Primary research will begin with qualitative data collection to identify non-quantifiable insights on the target segment; Hough quantitative data is by definition less structured and more flexible as well as it involves smaller samples, it allows to gain a deeper understanding of the topics (Wilson, 2006), it will be important to firstly obtain a thorough understanding of the attitudes and behaviors of the target group, to then develop accurate measurements through quantitative research. Qualitative data will be gathered through focus groups. Focus groups are a type of qualitative research that consists of an informal discussion of a particular topic with a small number of selected participants (Dib and Siskin, 2009). The discussion will be guided by a skilled moderator, ensuring that the group discusses all relevant subject areas and the views of the participants are as clear as possible (Isomer Glossary). The data gathered through qualitative research is expected to generate information about regards to social media and digital communications, in particular in reference to Faceable pages, Mainstream accounts, company websites and APS. Additionally, the responses obtained from focus groups are expected to provide detailed information about customers perceptions and attitudes directly by being in contact with the people and observing their behaviors and emotions throughout the discussion about Max. MOB will ensure that solely MRS. certified and experienced moderators will run the focus groups. A discussion guide will be made available to each moderator, which will include an introduction to the research, its objectives and the agenda for the focus group. The moderator will give an introduction, after which the dissuasive part of the discussion guide will start. In this phase respondents will be put through the actual task and moderator will be there to run the focus group. In his section all the data will be collect by using voice recorders and cameras. This phase will run for 90 minutes. The last phase will be the summarizing and closing of the discussion group. It will take about 10-15 minutes. At the end, the moderator will administer all the equipment and data for analysis. MOB will arrange for participants to be selected from client databases of store in the main Italian cities (Turin, Milan, Bologna, Florence, Anaconda, Rome, Naples, Barb, Palermo and Calamari). It is estimated that a total of 40 of focus groups will be held in total, for an average of 4 per city elected number of focus groups will be assigned on the basis of volume and frequency of purchases and occupation of the subjects selected in each location. Measures to ensure that engaged and cooperative respondents are recruited for focus groups will be applied. Each participant will be given a ?10 gift card for Max stores. Each focus group will be executed in an ad-hoc location with a one- way mirror behind which the researcher will sit and observe the reactions of the participants to the questions asked. Each group will consist of 10 participants. The plan is to perform all focus groups in one day, from morning to evening. The moderator will ask the question and help frame the discussion among the participants; the moderator will also record the answers. Then the answers will be put on paper and analyses by the MOB experts. Projective techniques According to the Isomer Glossary projective techniques are a form of disguised questioning that encourage participants to attribute their feelings, beliefs or motivations to another person, object or situation. They represent a structured indirect way to investigate feelings, attitudes and motivation of focus groups participants in qualitative research. Projective techniques are based on the principle hat subjects may feel constrained in expressing their feelings, and say what they feel is expected in order to please the interviewer (Bradley, 2010). Responses gather through projective techniques then will need to be interpreted in terms of underlying meaning of the information and behaviors of the subjects. In order to prevent the gathering of non-representative results, focus group moderators will question participants indirectly by initiating the discussion with topics like changes in social environment due to the rising of Internet-based media, aiming to gain insights on heir use of social media. Moderator will then direct the discussion to fashion brands in Italy, what they do and how they interact with them, solely referring to other brand names. Additionally, MOB intends to use Photostat technique, namely present chosen in accordance to the research aims (Cain and Cervix, 2011). The initial images will represent different scenarios and objects not related to Max or social media. At a second stage the images will be social media and other fashion brands logos upon which the participants will continue discussing and exchanging views as well as hey will be asked to define an overall group position/view. MOB also suggests adding to each focus group a conflict participant, a member of the MOB team, to sit with the group and pose as the negative, issue-raising participant. This is intended to also evaluate customers responses and possible defensive attitudes towards the brand. 3. 2. 2 Quantitative Quantitative research is the collection of (statistically) large samples of quantitative data and usually some form of statistical analysis, which is often used to substantiate the findings from qualitative research (Isomer Glossary). Quantitative research will be conducted through structured questionnaires with close and open questions administered online. The use of a web based survey is will ensure speed of response, lower costs for the distribution of questionnaires and higher precision in the analysis of the data. Additionally, it is cost and time effective also for respondents, which will be more likely to take part in the research. Each participant will begin a ?10 gift card for MaxCo. Potential participants will be invited to participate in the survey through the brands online sites (Faceable, Mainstream and Bessie) where they will be given a link to a satellite website to complete thesaurus anonymously. The questionnaire will include multiple choice questions which offer respondents the ability to answer yes or no or choose from a list of several answer choices. Mostly close-end questions, and a few open questions, the survey will also include scales to ask respondents to rank their some of their answers (Dib and Siskin, 2009). The survey will be developed by MOB researchers using Snap package, and sent to Max Mar Group for approval. The aim is to develop a questionnaire that ill take the candidate about 15-20 minutes to complete (for a total of approximately 40 questions, divided in three sections). To ensure the accuracy of this research it is estimated that it will be necessary to gather 500 a total of questionnaires. The questionnaire will be administered online through hyperlinks embedded on Faceable and Mainstream posts of the Maxs official pages, which will be reposted up to 5 times per day for a week; additionally, the study will be on the company website. In case target number of participant is reached before the planned week, the hyperlink to the questionnaire will be deactivated in advance. However, due to the importance to maximize response rate in order to fulfill the objectives of the research, MOB reserves the right to repost the advertisements for the questionnaires for a longer period, until the set number of responses is collected for data analysis. It will also be important to count and control the number of participants recruited per medium: data should be obtained from an equal percentage of users from all three pages, which will be calculated based on average number of users each.