Effective Market Research and how it can be Conducted - Free Essay Example

There are many academics that suggest the correct way to conduct market research (Lockett Blackman, 2004; Beall, 2010), but in truth, there are a variety of different ways that are effective dependent on the situation. Kolb (2008) states the research process is comprised of four steps, which are; determining the research question, choosing the research approach, planning the research method and implementing the research. This highlights the importance that planning has in the market research process, as physically implementing the process comes after extensive planning and preparation. This report will critically discuss the above four stages to conducting effective market research. An in-depth analysis of each stage will be conducted, to understand how each factor within the process affects the overall shape and effectiveness of market research. Determining the Research Question This is the first step to conducting effective market research and can often be rushed by many companies. As most organisations are eager to implement the process, they can be quick to decide on the research questions. However, it is imperative that the company or researcher decides on a clear research question, as the research question guides and centres the overall shape of the market research. Furthermore, it is absolutely crucial to the rest of the research process. Answering the wrong question can waste tremendous amounts of resources for a company, and make the market research completely ineffective (Springett Campbell, 2006). One of the main reasons for companies choosing the wrong research question is because they make false assumptions (Kolb, 2008). This means, to avoid false assumptions from being made, that a company will have to take the time to think critically about what the issue is, or what they are trying to understand through the implementation of market resea rch. As previously stated, the research question should not be rushed, as it is a crucial step for implementing effective market research. This can be overcome by basing assumptions on previous research or experiences, which will guide the company to an educated and precise research question (Swartz, 2001). Some internal research data that a company could use are; sales receipts, complaint information, databases, orders or financial analysis. Furthermore, the research could show a variety of different problems, which could then be condensed into one research question to provide precise and effective market research (Martin, 2007). Research Approach Kolb (2008) states there are three different research approaches. These are; descriptive research, exploratory research and causal research. The approach that a researcher will take will be largely dependent on the research question, as they differ quite significantly. Descriptive research is concerned with the present and attempts to determine the status of the phenomenon under investigation (Singh Nath, 2010, p. 195). In essence, this will be used by a researcher or company when they want to discover specific details about something, such as consumer average spending. This is because it will analyse statistical data, and is most commonly in the form of surveys. A survey is most commonly used because it can obtain results of a large sample to draw conclusions that can be generalised amongst the population. However, descriptive research is often expensive and time-consuming. This is because of the large amount of data that needs to be collected and analysed (Kolb, 2008). Fur thermore, the type of research that surveys provide is often limited, as it only measures a small percentage of the population. It can also be an inconvenient approach to research, which makes it difficult to conduct research effectively. Consumers value their time, and generally do not want to spend it filling out surveys. However, online channels are minimising the inconvenience of surveys, and making a descriptive approach, once again, an effective method of conducting market research (Kolb, 2008). Exploratory research is about putting ones self deliberately in a place again and again where discovery is possible and broad, usually (but not always) non-specialized interests can be pursued (Stebbins, 2001, p. vi). This type of research could be used to measure consumer attitudes, opinions or beliefs towards a brand. These studies vary in size, but will usually be smaller than descriptive research. To conduct exploratory market research effectively, the researcher must explore deep into consumers emotions and attitudes, which would be hard to do with a large sample. The focus is more on choosing the right participant, and not trying to conduct the research on a large amount of people. Furthermore, it usually comes at a lower cost to a business, and doesnt take quite as much time. However, it still suffers with inconvenience, as it can be hard to find participants to conduct the research with (Stuart, et al., 2002). Causal research is a research approach that focuses on investigating into cause-and-effect relationships. That is to say, it will measure one variable with another and how these variables interact with each other (Brains, et al., 2011). Furthermore, it can be used to give insight into strategic change that a company may wish to pursue. This is because it can investigate whether the change will be beneficial or not for a company. However, it can still be used to research the effectiveness of change after it has happened. Causal research is of ten used as a preliminary approach, with the results being made more conclusive with the use of descriptive or exploratory research (Brains, et al., 2011). It is imperative that a researcher or company knows what research approach it wants to take. As stated, it is largely dependent on the research question. However, if a company takes the wrong approach to answer the research question than they will not conduct effective market research, as they would be using the wrong tools and values to gather the data. Kolb (2008) compares choosing a research approachto a car mechanic, if a mechanic was fixing a car, he would choose a wrench, not a spatula. Furthermore, similarly to how the research question shapes the research approach, the approach will also have a significant impact on the research method. This highlights the important of each stage, and why planning and preparation is crucial to successful market research. Research Method There are two methods to market research; quantitative and qualitative. These methods differ greatly; quantitative research is an approach for testing objective theories by examining the relationship among variablesà ¢Ã¢â€š ¬Ã‚ ¦which can be measuredà ¢Ã¢â€š ¬Ã‚ ¦so that numbered data can be analysed (Creswell, 2014, p. 4) and qualitative approach will allow a researcher to examine peoples experiences in detail, by using a specific set of research methods such as in-depth interviews or focus groupsà ¢Ã¢â€š ¬Ã‚ ¦ (Hennik, et al., 2011, pp. 8-9). More recently, especially in larger studies, these methods have been combined to form a mixed-method approach. This is a method which combines elements of qualitative and quantitative research approaches for the purpose of breadth and depth of understanding and corroboration (Johnson, et al., 2007, p. 123). What method a researcher or company will take is largely dependent on the situation. If a company wishes to understand consumer perce ptions then they may prefer a qualitative study (Brunso, et al., 2002; Knox, 2000), whereas measuring consumer average spend would primarily be quantitative in nature (Muijs, 2010). Which method a researcher will conduct must be decided, as it will influence the approach and philosophy the research will inherit. Furthermore, it will also be a determining factor on the form of market research, such as via questionnaires, focus groups or interviews (Muijs, 2010). Qualitative research will primarily take on an interpretivist philosophy, and an inductive approach. An interpretivist philosophy gives importance to human belief, and focuses on evaluating a small sample in detail to understand the views of many (Easterby-Smith, et al., 2002). Furthermore, an inductive approach begins with the collection of data, rather than with a theory, and uses data to identify regularities or themes, or to suggest theoriesà ¢Ã¢â€š ¬Ã‚ ¦ (Hayes, 2000, p. 789). On the other hand, quantitative resea rch will generally take on a positivist philosophy, and will also usually take on an inductive approach. A positivist philosophy is quite different to interpretivist, because it focuses on the collection of large amounts of data and quantifying the data with thorough statistical analysis (Lee, 1991). Using the examples above, if a company wanted to conduct effective market research to analyse consumer average spend, than they would conduct quantitative research with a positivist and inductive approach. This is because the researcher will collect a large sample of data to statistically analyse the average spend of a companys consumers. Doing interviews would be small-scale and ineffective as it wouldnt represent a large enough sample. As previously mentioned, the research method will be a determining factor for what tool to use to conduct the research. Quantitative research will usually take the form of a questionnaire, which is a survey instrument used to collect data from indivi duals about themselves, or a service or productà ¢Ã¢â€š ¬Ã‚ ¦each respondent is exposed to the same questionsà ¢Ã¢â€š ¬Ã‚ ¦to ensure the differences can be interpreted as reflecting differences (Siniscalco Auriat, 2005, p. 3). On the other hand, qualitative research is usually in the form of focus groups or interviews, which are a form of group interview that capitalises on communication between research participants in order to generate data (Kitzinger, 1995, p. 299). This shows the disparity that exists between the different methods, and why a researcher must be clear on what their research method. Trying to obtain data using the wrong research method will yield negative results and will more than likely cause the market research to underperform. Implementation and Findings After the planning and preparation has been conducted, the market research, such as questionnaires or focus groups, can be implemented and analysed. Physically conducting research is perhaps the most complex stage of the market research process, but is made significantly easier through rigid planning and preparation (Craig Douglas, 2005). Furthermore, this stage may consist of going out into the field to collect results, or simply waiting for participants to fill out a survey. It can be both the longest, or shortest, stage of the marketing process, with it being made significantly more effective with proper planning. All the data collected would be analysed by whatever means appropriate. If a survey was used then the most effective method would be through the use of statistical software. However, qualitative research, such as focus groups, will primarily be analysed by the researcher or company, which will allow them to interpret the data how they sit fit. This can raise issues of bias, which is the extent to which researchers or participants may seek to influence the process of data collection, analysis and findings (A Bryman, 2008). However, if the company wishes for the market research to be conducted effectively, then it will be sure of eliminating all possible threats of bias. Furthermore, this would be the stage where secondary research could be used, as it would help supplement the primary market research. Secondary research is the re-analysis of data for the purpose of answering the original research question with better statistical techniques, or answering new questions with old data (Glass, 1976, p. 3). The use of secondary research is usually decided by the researcher, but generally helps fortify any of the findings from the primary research ensuring that the market research is more effective and thorough. Conclusion From the discussion of how to conduct effective market research, it becomes quickly apparent that the most vital stage to conducting market research is the planning and preparation stage. A company must clearly define what there aims and objectives are, as it will help shape and design the overall market research process. There are a plethora of alternative methods to conducting market research, but each different method has its merits. A survey will not explore in-depth attitudes of consumer behaviour, but it will gauge a good understanding of average spend. Utilising the wrong tools, approaches or philosophies to answer the research question will end up with ineffective market research being conducted, with the company losing substantial amounts of resources. Furthermore, the planning and preparation stage is so important because it will make the physical conduction of the research much easier. If a company knows what they are trying to discover, in what method, and with what tools, than they will be able to conduct the most effective market research in the most efficient manner. Bibliography A Bryman, E. B., 2008. Business Research Methods. s.l.:Oxford University Press. Beall, A. E., 2010. Strategic Market Research: A Guide to Conducting Research That Drives Businesses. Bloomington: iUniverse. Brains, C., Willnat, L., Manheim, J. Rich, R., 2011. Empirical Political Analysis. 8th ed. Boston: Longman. Brunso, K., Fjord, T. A. Grunert, K. G., 2002. Consumers food choice and quality perception, Aarthus: MAPP working paper 77. Craig, C. S. Douglas, S. P., 2005. International Marketing Research. 3rd ed. Chichester: John Wiley Sons. Creswell, J. W., 2014. Research Design: Qualitative, Quantitative and Mixed Methods Approaches. Thousand Oaks: SAGE Publications. Easterby-Smith, M., Thorpe, R. Lowe, A., 2002. Management Research: An Introduction. 2nd ed. Thousand Oaks: SAGE Publications. Glass, G. V., 1976. Primary, Secondary, and Meta-Analysis of Research. Educational Researcher, 5(10), pp. 3-8. Hayes, N., 2000. Foundations of Philosphy. 3rd ed. Lon don: Thomson. Hennik, M., Hutter, I. Bailey, A., 2011. Qualitative Research Methods. Thousand Oaks: SAGE Publications. Johnson, R., Onwueghuzie, A. Turner, L., 2007. Toward a definition of mixed-methods research. Journal of Mixed Method Research, 1(2), pp. 112-133. Kitzinger, J., 1995. Introducing Focus Groups. BMJ, Volume 311, pp. 299-302. Knox, B., 2000. Consumer perception and understanding of risk from food. British Medical Bulletin, 56(1), pp. 97-109. Kolb, B., 2008. Marketing Research: A Practical Approach. 1st ed. s.l.:SAGE Publications. Lee, A. S., 1991. Integrating Positivist and Interpretive Approaches to Organizational Research. Journal of Organization Science, 2(4), pp. 342-365. Lockett, A. Blackman, I., 2004. Conducting market research using the Internet: the case of Xenon Laboratories. Journal of Business Industrial Marketing, 19(3), pp. 178-187. Martin, R., 2007. How Successful Leaders Think. Harvard Business Review, Volume June. Muijs, D., 2010. Doing Quantitative Research in Education with SPSS. Thousand Oaks: SAGE Publications. Singh, Y. K. Nath, R., 2010. Research Methodology. 1st ed. New Delhi: APH Publishing. Siniscalco, M. T. Auriat, N., 2005. Questionnaire Design, Paris: International Institute for Educational Planning. Springett, K. Campbell, J., 2006. An introductory guide to putting research into practice, s.l.: PodiatryNow. Stebbins, R. A., 2001. Exploratory Research in the Social Sciences. 1st ed. Thousand Oaks: SAGE Publications. Stuart, I. et al., 2002. Effective case research in operations management: a process perspective. Journal of Operations Management, 20(5), pp. 419-433. Swartz, J., 2001. Popular Online Grocery Pioneer Webvan Shuts Down, s.l.: USA Today.

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Advertising Manipulates People Essay - 1111 Words

In our society, we are constantly surrounded by advertising. From the time our alarm clock wakes us up in the morning until we set it at night, our brains are bombarded with advertisements. Ads play a huge role in our lives, telling us what to buy, what car to drive, how our families should interact, and what we should look like. The business of Advertising is built on persuasion. Advertisements attempt to persuade us that we are not rich enough, pretty enough, thin enough, family oriented enough, and the list goes on. To put it more clearly, the advertising empire is built on the exploitation of the fears of the American people. They take the knowledge of our fears and attempt to convince us that if we buy their product, we will achieve†¦show more content†¦People then become convinced that if they buy this particular brand of shoes, they will be able to play basketball as well as that player, gaining them fame, fortune, and everything else that goes with it. If a woman wea rs the brand of designer clothing as a well-known actress, she will gain recognition and acceptance. These tactics are especially effective in targeting women. Flip through any women’s fashion magazine; what do you see on practically every other page? That’s right, an advertisement. The majority of them are for some type of self-improvement product. In the February 2004 issue of Cosmopolitan, there are one hundred and seven pages of advertisements. The majority of these ads are for make-up, hair care products, clothing, and diet aids. All of them are aimed at women, at their desire to be thinner, prettier, and have the nicest hair and clothing. The reason they are effective is because they play off of women’s fear that if they are not and do not have all of these things, then they will not be accepted by society. These advertisements are feeding off of women’s fears of rejection, of not being â€Å"good enough.† The saddest thing is that millions of women buy into these campaigns, believing that if they use a particular brand of lipstick they will be beautiful. Advertising by exploiting the negative self-image possessed by a large number of women has proved to beShow MoreRelatedDoes Advertising Manipulate People?2717 Words   |  11 PagesDoes advertising manipulate people? Discursive Essay Alexandra ID Almaty 2010 Discursive Essay Outline Essay question: Does advertising manipulate people? I. Introduction Thesis statement: Even though advertising today is a big informative source that gives people possibility to know about great diversity of products, advertising controls human desires and mind. II. Body A. Advertising manipulates emotions of poor people in their mind by usingRead MoreTaking a Look at Manipulative Advertising773 Words   |  3 Pages​The meaning of advertising is the act or practice of calling public attention to ones product, service, need, etc(cited in Collins English Dictionary). It has various forms such as televisions, newspapers, magazines, radios, mobiles, books, mailboxes, and through the networks. Advertising has become a part of our daily lives, and it affects our way of life because advertisements are everywhere: in the streets, supermarkets, shops and malls. In fact, advertising is one of the most influentialRead MoreThe Canadian Philosopher Of Communication Theory1533 Words   |  7 PagesThe Canadian philosopher of communication theory, Marshall McLuhan, once said that â€Å"advertising is the greatest art form of the 20th century†. Indeed, we are exposed to numerous advertisements every day. They come at us in many different forms and ways through TV screens, billboards, magazines, web pages, door-to-door sales, and even radio. Advertisements are not fundamentally bad, but a lot of them use manipulative tactic and tricks which influence us in ways we do not even realize. Even thoughRead MoreEssay on The Danger of Subliminal Advertising1438 Words   |  6 Pagesadvertisements, movies, radio, and even Spam mail have become a daily part of the lives of many citizens. However, most people do not realize the sinister methods advertisers and corporations employ with the media in order to obtain a profit. The use of subliminal and negative advertising has increased immensely and shows no plan of stopping anytime soon. This dangerous ploy manipulates the public and causes individuals to subconsciously crave a product or service. It is integral that society understandsRead MoreImpact Of Advertising On Female Identity Formation1592 Words   |  7 PagesImpacts of Advertising upon Female Identity Formation What does it mean to be beautiful? For the advertising industry, the standard of being beautiful is perfection. American culture is highly concerned with beauty. From magazine to television advertisements, women are bombarded with images of perfection—perfect figure, perfect hair, and perfect skin. Moreover, advertisements sell products that would help improve women’s appearance. The problem with these advertisements is the subjectivity of beautyRead MoreAdvertising is a Form of Propoganda1232 Words   |  5 Pagestendentiously manipulate the public opinion. It is mainly transmitted through the mass media, which in general can reach out to a large number of people in a short time. If you search up the term advertisement you will find that it usually means one of these things: a paid announcement, as of goods for sale, in newspapers or magazines, on radio or television, etc; a public notice or the action of making generally known; a calling to the attention of the publ ic. Basically the main goal of advertising is convincingRead MoreAdvertisements Are Manipulating Or Informing989 Words   |  4 Pagespeople’s daily lives. With the development of technological devices; it is impossible to escape from the advertisements. People now are surrounded by advertisements everywhere, on the TV screen, newspapers, magazines, and on the internet. Advertisements help people know information about the products and keep track of the new products. 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It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and prioritiesRead MoreThe Ethics of Advertising: Do Advertisers Go Too Far?1397 Words   |  6 PagesThe Ethics of Advertising: Do advertisers go too far? Introduction: Advertising is any paid form of non-personal communication about an organization, good, service or idea by an identified sponsor (Berkowitz, Crane, Kerin, Hartley, Rudelius, 494). Advertisements are displayed through various means to a large audience. They can be found on the Internet, in a magazine, or even on the highway. Advertisements are everywhere! Their main goal is to grab the consumers attention about a specific

Burberry Case Study - 1896 Words

BURBERRY Introduction Rose Marie Bravo, CEO for Burberry from 1997 until now (2003). Changed company from â€Å"heavily reliant on licensing and distribution †(1997) to â€Å"leading luxury brand†(2003) Revenue increase:  £225 million in 2000 almost  £600 million in 2003. She has been able to successfully steer the company through an initial public offering of 22.5% in 2002. History: Founded in 1856 by 21 year old Thomas Burberry, who opened a draper’s shop and soon invented gabardine, a waterproof and breathable fabric that was chosen to be official coat of British Army in World War I. In 1920’s Burberry check pattern – a camel, black, red and white plaid design was introduced and it became registered trademark. Celebrities (Humphrey Bogart†¦show more content†¦Operated more than 132 company owned stores including London, Barcelona and New York flagship stores designed to display full product range. * Gross margin rose from 47% in 2000 to 56% to reflect brand’s new positioning. * Biggest design challenge was to create consistent brand image without risking to loose brand credibility. Brand Portfolio: (a) Burberry London – Core label (b) Thomas Burberry (only in Spain amp; Portugal) lower-priced for younger, fashion-conscious customers (c) Burberry Blue and Black for young women and men in Japan (d) Prorsum – was introduced as hand-tailored from innovative fabrics, associated with haute couture. Aim to showcase new image to the top industry journalists and get editorial press for colledctions. First staged on catwalk show in September 1998 in London Fashion eek and honoured as British Classic Design Collection of the Year. Later, semiannualy showed at Milan Fashion week. Advertising: New team of photographer Mario Testino (worked with Vogue, The Face, Vanity Fair), creative director Fabien Baron and advertising agent David Lipman was formed with  £10 million advertising budget. Advertising campaign consisted of 2 parts: (1) in 1998 model Stella Tenant appeared in Burberry outwear and conveyed brand values – chassic and chic and fun and witty. (2) in 1999, model Kate Moss joined and iped years off the average age of customer with a shotShow MoreRelatedBurberry Case Study1682 Words   |  7 PagesStep: 1 Comprehend case situation Burberry is a famous British originated fashion and luxury company that launched its first product in 1900. It had been a well-established luxury brand for wealthy middle-class people for several decades until 1980 when the company started making losses because of its old-fashioned products. To avoid further losses, its CEO Rosemary Bravo revamp it with modern feel and soon its popularity grew among hip-hop artists and football fans. This Burberry strategy to embraceRead MoreBurberry Case Study5105 Words   |  21 Pages1.0 OVERVIEW OF THE CASE Overall, this case illustrates how the former Burberry Chief Executive Director (CEO), Rose Marie Bravo who stepped in as CEO in 1997, has succeeded in revitalising and revamping the company to become more successful in term of profitability and marketability. This case was took place in year 2003 whereby Ms. Bravo had successfully turned around a fading company to a rejuvenated highly profitable company and had gained their competitive advantage in luxury brand afterRead MoreBurberry a Case Study2292 Words   |  10 PagesYour Business Assignment – Critical Evaluation of Burberry LTD Focussed on Human Resources, Information Management and Knowledge Management. Amy Lawrence 601635 BSc. Business Communications Tutors: Mike Swain and Gwenda Mynott Contents Introduction 2 Burberry Limited 2 Human Resource Management 3 Information Management 3 Knowledge Management 4 Conclusion 5 Bibliography 6 Introduction Considering the impact of Burberrys closure of its Wales plant at Treorchy, Rhondda,Read MoreBurberry Case Study1906 Words   |  8 PagesBURBERRY Introduction Rose Marie Bravo, CEO for Burberry from 1997 until now (2003). Changed company from â€Å"heavily reliant on licensing and distribution †(1997) to â€Å"leading luxury brand†(2003) Revenue increase:  £225 million in 2000 almost  £600 million in 2003. She has been able to successfully steer the company through an initial public offering of 22.5% in 2002. 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Burberry is famous for appealing to celebrities who purchase coats and dresses which have a high end appeal. Burberry focuses more on customer value in order to attract and retain costumers. With the aim to achieve this by producing aRead MoreThe Emerging Trends Of Personalisation1429 Words   |  6 Pagesreach up to a price level of 450 GBP) at Burberry. The interviews should provide a deeper insight into how product personalisation engages costumers. (Bryman and Bell, 2011) The customers who have been selected will form a case study on Burberry, as Burberry is a representative example of how a luxury brand successfully integrates en try-level product lines and offers personalisation to engage customers who according to Mintel (2014) „cannot afford Burberry clothing, but still want to buy in to theRead MoreBurberry Strategy2479 Words   |  10 Pagesdesigner label, Burberry GRP. In particular, the research will focus on the Strategic Business Unit of Burberry; understanding and explaining how they utilize the resources and competencies to achieve a competitive advantage. In order to do this, this paper will address on theory based from work in the areas of the ‘Resource-Based View’ and ‘Resources and Capabilities’ as well as using theoretical frameworks to give a holistic view of the strategic issues Burberry. After their reform, Burberry recoveredRead Moreoverview of a Luxury Fashion Brand2482 Words   |  10 Pagesat one Burberry as a luxury brand that has been successful despite the challenges that have existed in the fashion market. In this paper an overview of Burberry is given based on its success in the industry. The brand has been outstanding and is defined by the Britishness, independent luxury positioning and heritage as well as history. Compared to other brands in the fashion industry such as Prada, Zara and Ralph Lauren, the brand has been doing fairly well. Brand’s Brief History Burberry is a distinctiveRead MoreBurberry Analysis5176 Words   |  21 Pages†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 18 6.1 Source of references †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 19 Problem statement. 1.1 How Is Burberry Structural build up and how do they work whit their external environment. Explanation of what structural changes Burberry did, to turn the company in to the success it is today. Analyze the process of the finding the core products that Burberry have chosen. How they have targeted a new segment of the market, true marketing and branding. History/ Background. 2

Sample Essay on School Principal’s Leadership

"(Name)" is the current principal of my school (School name) with a leadership term of above 30 years. The journey of *--- as a leader was full of tribulations, challenges but also adorned with achievements and success awards. Journey of *--- to enter into the aura of leadership was shaped when he was working as an educator in another school and got numerous recognition for his contribution towards the growth and development of the academic institute. His fame spread across the place and he used to get various golden opportunities to teach in other schools and institutes. But with a visionary mission(Bass, 1985), he and his fate had other plans. To reach the zeniths of horizon he continued with the job and now is leading various branches of the institute by applying innovative strategies and exploiting resources(Yukl et.al, 1992) at their best. His decision was a golden wand for his successful bright future and was an effect of right decision plan thought. According to him, every min ute moment of his life aided towards his leadership qualities. He said Our whole life is weaved for the future which steers the direction of the aim of our life. Such a great philosophy of life he had! His journey was garnered with support(Bass, 1991) from his mentor and teacher who have guided him wisely and strategically through all the phases of his life. His role was valued by --- as he always talked about what is best for ---. He knew him since he was a child and have had a deep insight into his capabilities, weakness, strengths and inherent desires(Bass, 1997). He was my treasure and my guiding star. He has always been with me in my highs and lows. Leadership was never the main goal for ---. It was his dedication for servicing the education that drove his path for the road towards leadership(Hughes, 1993). It was not a matter of qualities imbibed in his nature, but the skills were were inherent and were being polished with experience and disruptive thinking(Andrews, 1987) to bring about a revolution in education industry. I do not consider myself as a revolutionary leader, I am a proponent of change and a spark of literary illumination. The turning point was his life was entry into the arena of leadership, his first step and his initiation of the first stage. This phase made him utterly responsible and with further success he became the head of range of institutes. The transition from a teacher, to principal to head of institutes was a challenging task and called for various additional responsibilities. I always say that leadership is not completed by the role of a leader, it is a framework inculcating talent pool(DuFour, 2004) and innovative strategies from everybody in the vicinity of leadership. He is always dedicated towards motivating the people near him to act for some change for better and hence guides them in their road towards leadership. There were some dimensions(Hargreaves, 2004) towards his vision which was far sighted and really influential. His topmost vision was to implement the resources wisely to set a standard for education and to foster the resources to improve the level of distant learning too. He believed in innovation and hence his aim was to club together the innovative practices used in business management and to mold them in learning management(Reeves, 2006). I am happy that more and more leaders are collaborating with my view o integration of business and learning management and hence the first step is laid. His visions are popular among his co-employees and is praised by anyone who knows him. He is quite active on social networking and hence his vision is shared and adopted by many. Technology is a boon for us and we should exploit it to its full potential to serve the education field and to make everybody aware. Keep you missions well set and these are the things that wont let you sleep until fulf illed. Aim at the eye of the fish and then hit the goal with full dedication. The present education scenario as per --- is quite traditional and needs to be changed to include a pinch of technology(Robertson, 2011) and a pinch of responsibility by the world leaders to make the education and learning occupy an altogether new arena of evidence based learning(Bass, 2000), practical approaches, case studies and knowledge of the real world. Technology according to him is the best communication channel to let all the wise brains and potential leaders all around the world come together to infuse their energies and capabilities into one big idea or one effective innovation in the field of educational leadership. The path of his leadership journey was filled with thorns of challenges and every time bore flowers of success for him. His greatest of the challenges were in the beginning of his leadership life. He was faced with evil eyes of his fellow employees who were jealous of his rapid success and immense fame which was spreading like a forest fire in the field of education. He overcame this challenge by including his fellow employees by considering their valuable suggestions into the process of change and by this he was able to include everybody in his saga of leadership. When you cannot fight against the people who criticize you, then make them a part of your journey. Communication with other leaders was also a challenge without much technological advancements and hence technology was a gift for him which was really a treasure in his story. There were various unforeseeable challenges(Ubben, 2001) too coming everyday and demanding a different solution. The world of teaching was much polite and full of love as compared to the real hard world of leadership wherein responsibility of a huge mass lies over your shoulders and you are accountable for every little move under your leadership or guidance. And Wow! That is a great feeling to be a part of this sport!. Challenges to him now are part and parcel of his routine and he accepts them with full grace. Various unanticipated challenges were competitions among the world leaders in the field of education. I cannot understand how people with the same aim and vision can compete with each other instead of summing up their energies and focusing over a combined goal. It is a world of wonders and surprises. Just by explaining the vision to a wider mass doesnt serve the purpose of a leader, he should be the first person to light up the flame of change and must motivate other people to join him in this movement. The major catalyst for his self confidence and self motivation is his tendency to strive for excellence in every task he undertakes. He believes that dreams are not what we see with the closed eyes, dreams are what cannot let us close our eyes and hence work hard to map them into reality(Copland, 2007). His dreams and his aim to strive for excellence are major encouraging forces. He believes that he can shape his destiny and hence is infused with exuberance and confidence for every task he undertakes. My friends make me cheerful and this happiness keeps me confident that I can bring about a change in education arena with this smile and confidence. One of his burning desire for which he has sacrificed his sleep of various nights is to amalgamate business leadership and styles into the field of education and to make every individual student capable of leading his preferred area of interest and to marvel in business leadership intrigued with learning leadership. I have attended various workshops and given various lectures for this dreams but have not found any suitable partner to aid me in my dream. I will soon be able to initiate my plan to blend business arena with education and to let other leaders be born out of my institutes. He believes that every individual has something unique to tell and hence stands out from the collective group. Imagination and dreams are the source of inspiration and hence eyes must be filled with dreams for a better future. His greatest source of satisfaction are the initiatives taken by the teachers in his institute and a widespread awareness(Donald, 1997) for his vision in the mass and other education leaders. Queries by other people and doubts regarding my vision and strategies implemented so far and others yet to come drives a force of satisfaction down my nerves and makes me feel lighter by spreading knowledge. When asked about source of dissatisfaction, he said that incompetency of people to achieve their dreams and not to believe in themselves is the major source of dissatisfaction for him and makes him gloomy regarding the ideologies and behavior of people. He wants to change this scenario by making people believe in themselves and hence curb this source of social weakness. There were many sacrifices made, sleepless nights spent , days filled with toil in this journey of leadership. With the dream of making education worth for all the students, I missed spending precious time with my children. I used to fulfill their demands but wasnt able to cater to their demand of time which is the most sensitive and important one. He thinks that for a few years of his life, he abandoned himself from the world and was imprisoned into work. He became a workaholic(Gronn, 1999) and now when he goes down hi memory lane, he could feel that it is his hard work and sacrifices made that have made his vision a bit more clear and a bit more profound. His friend circle became limited to his mentor and close guides for a certain period of time but then with the help of social media his friend circle and followers(King, 2002) became a part of his life and filled up the gap of friendship too. I think that being friends with like minded people is worthy and fruitful in the long r un of life. Being a leader is just not enjoying perks of leadership but giving a part of ones soul and blood into the service. I have become active and healthier once my path for leadership was set. Advice, (laughs), I dont think I can give advice to become a leader because a leader is just another common man with a potential to recognize his capabilities and come up with disruptive innovative thoughts. He guided me to grab in and actually grab in every positive opportunity coming up in the way and act accordingly. Next he told me to believe in yourself and nobody else in the course of anybodys life. His valuable teaching(Hallinger, 2003) was to be brave enough in the life to face any challenge and to learn to say no to the things that are against personal set values. Everything problem in this world has a solution to it, we just need to drive deeper into the mysteries of the universe and we can find the answer very close to us. He guided that a positive group of workforce(Wagner, 2001) and people surrounding us play a significant role in overall personality development and hence we should always live in group which is optimistic and full of positive vibes. --- is charismatic leader(Denmark, 1977) who inspires others with a positive energy and raises morale of everybody along. He is quite innovative and experimental in his approach towards education and learning. He has set a standard of leadership and is perfect blend of various leadership styles. He is a problem solver for any entrenched situations(Style, 1971). He has a personality who is really inspiring for everyone and serves as a role model for todays generation. His approach is visionary and a democratic leader. *The blank spaces "------" are left for the students to fill up with appropriate data. References Bass, B. M. (1985). Leadership and performance beyond expectations. Yukl, G., Van Fleet, D. D. (1992).Theory and research on leadership in organizations. Consulting Psychologists Press. Bass, B. M. (1991). From transactional to transformational leadership: Learning to share the vision.Organizational dynamics,18(3), 19-31. Bass, B. M., Avolio, B. J. (1997).Full range leadership development: Manual for the Multifactor Leadership Questionnaire(pp. 43-44). Palo Alto, CA: Mind Garden. Hughes, R. L. (1993).Leadership: Enhancing the lessons of experience. Richard D. Irwin, Inc., 1333 Burridge Parkway, Burridge, IL 60521. Andrews, R. L., Soder, R. (1987). Principal Leadership and Student Achievement.Educational leadership,44(6), 9-11. DuFour, R. (2004). What is a" professional learning community"?.Educational leadership,61(8), 6-11. Hargreaves, A., Fink, D. (2004). The seven principles of sustainable leadership.Educational leadership,61(7), 8-13. Reeves, D. B. (2006).The Learning Leader: How to Focus School Improvement for Better Results. ASCD. 1703 North Beauregard Street, Alexandria, VA 22311-1714. Robertson, J., Timperley, H. (Eds.). (2011).Leadership and learning. Sage. Bass, B. M. (2000). The future of leadership in learning organizations.Journal of Leadership Organizational Studies,7(3), 18-40. Ubben, G. C., Hughes, L. W., Norris, C. J. (2001).The principal: Creative leadership for effective schools. Pearson Education Company. Copland, M., Knapp, M. (2007). Connecting Leadership with Learning: A Framework for Reflection, Planning, and Action.Association for Supervision and Curriculum Development. Donald, J. G. (1997).Improving the Environment for Learning: Academic Leaders Talk about What Works. Jossey-Bass Inc., 350 Sansome St., San Francisco. Gronn, P. (1999).The making of educational leaders. Bloomsbury Publishing. King, D. (2002). The changing shape of leadership.Educational leadership,59(8), 61-63. Hallinger, P. (2003). Leading educational change: Reflections on the practice of instructional and transformational leadership.Cambridge Journal of education,33(3), 329-352. Wagner, T. (2001). Leadership for learning: An action theory of school change.Phi Delta Kappan,82(5), 378-383. Denmark, F. L. (1977). Styles of leadership.Psychology of Women Quarterly,2(2), 99-113. Style, A. L. (1971). Styles of Leadership.Readings in organizational and industrial psychology, 328.