The Canterbury Tales By Geoffrey Chaucer - 862 Words

The Canterbury Tales is a book made by Geoffrey Chaucer in 1478. The Canterbury tales consist of twenty-four stories; each story being spoken by a person within a specific group. The Canterbury tales begin by introducing an unbiased host who chooses to go on a pilgrimage to Canterbury, England. He wishes to visit the Saint Thomas Becket in Canterbury Cathedral and thank the martyr for its assistance. While staying in a tavern, he comes across a large group of individuals who are also attempting to make the trip to Canterbury. The group consisted of twenty-nine people, all who had varying personalities and professions. The host takes a liking to this group and wishes to travel with them. Throughout the prologue the host describes each person that catches his interest. The host is very descriptive and speaks of each person using three different types of descriptors: The person’s title, their personality and the article of clothing they were wearing throughout their journey. It i s through these descriptions that we, as the reader, begin to fully understand each of the individuals who are on this journey to Canterbury, England. When the host addresses the individuals within the group of twenty-nine people, he chooses to mention their title. The host chooses to begin his list with the Knight, as he is the person with the highest social standing. From there he goes down the list of people, basing them off their title and social standing. This description choice is important inShow MoreRelatedThe Canterbury Tales, by Geoffrey Chaucer1582 Words   |  7 Pages Geoffrey Chaucer wrote the Canterbury tales a collection of short tales in the 14th century. The compilation of stories are told by different characters within the narrative as part of a game proposed by the host. Each individual must tell two stories on their journey and two stories on their way back. Each story tells some aspects of English life during the time and often added satire like qualities to the English life. In particular Chaucer often tells stories with elements of the relationshipRead MoreThe Canterbury Tales By Geoffrey Chaucer913 Words   |  4 PagesThe Canterbury Tales by Geoffrey Chaucer consists of frame narratives were a group of pilgrims that are traveling from Southwark to the shire of St. Becker in the Canterbury Cathedral, tell each other to pass time until they arrive at their destination. During The Canterbury Tales the reader is exposed to many characters that represent all of the social classes of medieval England and the reader gets to know them from t he general prologue to each individual tale. One of these characters is the PardonerRead MoreThe Canterbury Tales By Geoffrey Chaucer2127 Words   |  9 PagesIt is unknown when Geoffrey Chaucer wrote The Canterbury Tales, but it is assumed that he wrote it in 1387. There are many different aspects and themes throughout this paper that are very prominent. One theme that is very important is the importance of company. This entire tale is about twenty-nine pilgrims who all tell tales while on a pilgrimage to the shrine of Saint Thomas Becket in Canterbury. The importance of company is that this is a pilgrimage that requires companions and friendship. ThoughRead MoreThe Canterbury Tales By Geoffrey Chaucer1073 Words   |  5 PagesIn The Canterbury Tales, Geoffrey Chaucer introduced and described a variety of fictional characters that lived in the Middle Ages. It was the time period that European civilians were governed by a system called feudalism. Where kings were the head of the s ystem and everyone was categorized in social classes. In the prologue of The Canterbury Tales the first character introduced was the knight. Geoffrey Chaucer depicts the knight correctly by characterizing him as a chivalrous and honorable man,Read MoreThe Canterbury Tales by Geoffrey Chaucer1585 Words   |  7 Pageswas published toward the end of his life, Geoffrey Chaucer’s Canterbury Tales was his longest and most popular work. The plot is made up of tales told by thirty-one different pilgrims as they embark on a pilgrimage to the shrine of Saint Thomas a Becket in Canterbury. His initial idea was to have each pilgrim tell four stories a piece during the pilgrimage, but Chaucer either died before finishing or decided to change this idea, as only twenty-four tales presently make up the work. The prologue ofRead MoreThe Canterbury Tales By Geoffrey Chaucer963 Words   |  4 PagesThe Canterbury Tales by Geoffrey Chaucer is a collection of 24 stories written during the Midd le Ages. The tales were written with the intent of criticizing the functions of societal standards as well as the beliefs of the Church. â€Å"The Miller’s Tale,† one the most popular stories, offers unique insights into the customs and practices of the English middle class during the Middle Ages. The story follows the lives of John, Absolon, and Nicholas, three men who are involved with a beautiful woman namedRead MoreThe Canterbury Tales By Geoffrey Chaucer2664 Words   |  11 PagesThe Canterbury Tales The Canterbury Tales was written by Geoffrey Chaucer in 1392, during the medieval period in Europe. Three important aspects, his family’s ties to the court, his schooling and working for royalty (XI), and his love for reading and learning (XII) all combined and enabled him to create his greatest work, The Canterbury Tales. Chaucer includes many different characters, pilgrims, all from very unique walks of life. Although there are not as many women included as men, their storiesRead MoreThe Canterbury Tales By Geoffrey Chaucer2648 Words   |  11 PagesThe Canterbury Tales was written by Geoffrey Chaucer in 1392, during the medieval period in Europe. Three important aspects, his family’s ties to the court, his schooling and working for royalty (XI), and his love for reading and learning (XII) all combined and enabled him to create his greatest work, The Canterbury Tales. Chaucer includes many different characters, pilgrims, all from very unique walks of life. Although there are not as many women included as men, their stories give some extraordinaryRead MoreThe Canterbury Tales By Geoffrey Chaucer2221 Words   |  9 Pagesin medieval literature is the Canterbury Tales written by Geoffrey Chaucer. This research seeks to examine the life of Chaucer, the Canterbury Tales, and the impact and legacy of both the author and the work. Agnes Copton gave birth to a baby boy c. 1340, whom she named Geoffrey. The baby took the surname of his father John Chaucer, who came from a family of wine merchants. The family relied on strategic relationships to subsidize where they lacked in wealth. Chaucer was fluent in French, ItalianRead MoreCanterbury Tales By Geoffrey Chaucer1380 Words   |  6 PagesCanterbury Tales Canterbury Tales written by Geoffrey Chaucer was a story of not the people themselves but a social statement of how the people of higher standing were viewed by the middle class. In the time that Canterbury Tales was written it was a time of corruption of the Church. There were many clergy members that were mentioned in this story. Each of the characters was unique in the way they went against the standards they should be held to. The most interesting this story was definitely The

Death of a Salesman Analysis Essay - 2107 Words

Many works of literature have the theme of a failed American Dream, which is the basic idea that no matter what social class an individual may be, they still have an equal ability to achieve prosperity and a good life for their family; however, there has been much debate over whether or not the American dream is still obtainable in modern society. One piece of American literature that substantiates the fact that the American Dream can not be gotten is Arthur Miller’s Death of a Salesman which describes the tragedy of the average person in America. A number of other writers also draw the inability to capture the American Dream. John Steinbeck demonstrates in his highly acclaimed novel The Grapes of Wrath how hard economic times can†¦show more content†¦This idea is also clearly represented in modern times due to the fact that the nation is once more in a recession and every one wants the shiny new car or the huge lavish house. Miller senses this and uses Willy as an ex ample of one of the many who fail to reach the American Dream and never will. Miller also challenges society to reflect upon how it interprets success, as Abbotson points out: â€Å"Miller sees many people’s lives being poisoned by their desire to be successful. People like the Lomans are doomed to try for success but fail, with all the resulting guilt that such failure brings. Others like Ben and Howard display an ability to make money that deems them successful but at the cost of their own moral integrity.† (Abbotson, 317) By providing the story with foils such as Ben and Howard being successful, Miller sheds a bit of hope on America then proceeds to thwart that same hope with the fact that they lose their moral integrity, which is a key component of the American Dream; therefore Miller clearly displays how society will continue to deny Americans the coveted dream they aspire to attain. Literary critic Thomas Porter states: â€Å"Willy’s status in society, his family background are typical; even more of a type is Willy’s identity as a salesman. He is a product of aShow MoreRelatedDeath Of A Salesman Analysis914 Words   |  4 PagesLies of a Salesman (Movie Analysis of Death of a Salesman produced by Robert F. Colesberry) To be dysfunctional is to not operate accordly to normal in a negative way. Death of a Salesman produced by Robert F. Colesberry is a movie based on a play Death of a salesman written by Arthur Miller. The Loman family in the movie is a dysfunctional family, which is clearly show in many scenes,The mother and the father Willy and Linda Lowman. Willy a salesman in the field for over 30 years. The have kidsRead MoreAnalysis Of Death Of A Salesman 900 Words   |  4 PagesCritical Essay In Arthur Millers â€Å"Death of a salesman† we encounter an on-going feud between salesman Willy Loman and his son Biff Loman. In Willy’s eyes the key to gaining success in life is to be well liked, attractive and having a great personality, he is convinced if you have all these traits it guarantees you success and that you could outrun those with qualifications in terms of being employed. Willy bestows this theory of his onto his sons Biff and Happy during their teenage years. DuringRead MoreDeath of a Salesman Analysis675 Words   |  3 PagesNovember 10, 2012 English P5 Death of a Salesman Essay Like Father Like Son In Arthur Miller’s play, Death of a Salesman, Miller reveals what happens when a dream, especially the American dream, dies, as seen through the life of Willy Loman, a pathetic, self-deluded salesman. The play follows the family through painful conflicts, significant issues such as national values, and the price of blind fate while working toward the ‘American Dream’. The major problem woven into the plot discussesRead MoreDeath Of A Salesman Analysis1351 Words   |  6 PagesIn Arthur Miller’s, Death of a Salesman, Biff Loman confesses the following to his brother, Happy: â€Å"I don’t know—what I’m supposed to want† (22). Biff is expressing his internal struggle between wanting to live up to his father’s expectations and his desire to pursue what he really wants-- to be outdoors. Biff is conflicted and views himself as a failure for not achieving his father’s image of success. At the end of the play, Biff realiz es that in order for him to be truly successful he has to stopRead MoreDeath Of A Salesman Symbolism Analysis1145 Words   |  5 PagesSymbols in â€Å"Death of a Salesman† by Arthur Miller Symbolism, as defined by Oxford Dictionary, is the â€Å"use of symbols to represent ideas or qualities.† Throughout the play Death of a Salesman, by Arthur Miller, he uses symbols to represent a greater idea and to say more than what is actually being said. Through the use of silk stockings, a rubber hose, and the flute music that drifts through the play, Miller demonstrates the power that these items have over the Loman family. One reoccurring symbolRead MoreAnalysis Of The Play Death Of A Salesman 954 Words   |  4 Pages Darrian Dowden AP English IV Death of a Salesman Written Assignment Death of a Salesman Character Analysis 1.Willy Loman. Although the main protagonist of the play, Willy Loman does not come to a certain self-realization. Searching and sifting through his memories (which cannot be completely taken as the truth as he reinvents them in a way to make them out as a golden era) he fails to recognize his slanted reality he’s lived in made up of his delusions. His forged relationship withRead MoreAnalysis of the Ending of Death of a Salesman1261 Words   |  6 PagesAnalysis of the Ending of Death of a Salesman The play Death of a Salesman shows the final demise of Willy Loman, a sixty- year-old salesman in the America of the 1940s, who has deluded himself all his life about being a big success in the business world. It also portrays his wife Linda, who plays along nicely with his lies and tells him what he wants to hear, out of compassion. The book describes the last day of his life, but there are frequent flashbacks in which Willy relives key eventsRead MoreAnalysis Of Death Of A Salesman 1859 Words   |  8 PagesIn â€Å"Death of a Salesman†, Willy and his family live in post-war Brooklyn, where America was enjoying a state of economic prosperity. In an attempt to shield Americans from the influences of communist ideals, Americans felt that financial success supported a capitalist society. The American dream is the belief that any American citizen can achieve their dreams if they are hard working, even those who are destitute. This idea of equality is criticized by both of the texts I will be comparing. In thisRead MoreAnalysis of Biff in Death of a Salesman Essay1584 Words   |  7 PagesCamilla Tanzi Year 12 An analysis of the character of Biff. Biff Loman is portrayed as the root of Willy’s mental illness and instability. He is also the only member of his family who acknowledges his own failures in life. On the whole, Biff Loman stands out as the most intriguing and strong character in â€Å"Death of a Salesman. He is not a successful man and never will be, he is however able to admit this, even in a harsh society as the one of the 1960s America. Biff knows he is a â€Å"nothing† andRead MoreA Detailed Analysis of Death of a Salesman1199 Words   |  5 PagesLook at Death of a Salesman Death of a Salesman has been accepted worldwide as one of the greatest American dramas to premier in theatre. The story behind the play is based on Miller’s interactions with his Uncle, a salesman whose efforts to obtain the â€Å"American Dream† and pass his success on to his two sons becomes his main focus. Miller’s life during the preparation of Death of a Salesman provides the spark and inspiration needed to pen a literary classic. Almost five decades later, Death of a Salesman’s

Behavioural based safety strategy Free Essays

Abstract Behavioural Based Safety, or BBS, has become a topic of substantial debate as the issue has been linked to performance.This dissertation examines the modern development of the BBS philosophy in order to determine the strengths and weaknesses inherent in the concept. The evidence presented illustrates 1 Introduction 1. We will write a custom essay sample on Behavioural based safety strategy or any similar topic only for you Order Now 1 Background Employee injuries have significant impact on organisations as a whole; for example, reputation, stakeholder expectations, financial implications and legislative (Orr, 2008). Organisations therefore have to look increasingly at more effective measures to control or eradicate such events. To this end historically many organisations have looked to the development and implementation of formal safety management systems in order to address this issue. Safety management systems are a formal and prescribed means of managing organisational safety and improving performance (Agnew et al, 2012). The safety management systems currently implemented within organisations generally are centred on policies, procedures, objectives, processes such as risk assessment, hazard identification the use of various safety tools such as JSA’s and the wearing of personal protective equipment, or PPE, and focus on measuring compliance against key targets and objectives. This dissertation examines how Behaviour Based Safety, or BBS, aids in the drive to prevent accidents and boost overall employee development (Lebbon, Sigurdsson and Austin, 2012). Qatar holds the position of second smallest country in the Arabian Peninsula after the island state of Bahrain. Qatar’s population currently stands at 2.04 million of Development Planning and Statistics, 94 per cent of which are foreign nationals (Qsa.gov.qa., 2014). Of this 94 per cent the majority is low-paid migrant workers. This number is expected to rise significantly in the coming years primarily due to the coming 2020 World Cup and the need for an influx of foreign labour for the booming construction requirement associated with it (Qsa.gov.qa., 2014). These migrant workers will primarily work on critical construction projects, drastically increasing the need for an effective safety program to be in place. The country has grown in a record breaking manner in the last ten years, to become the wo rld’s highest per capita GDP National (Fromherz, 2013). This achievement is primarily based on the vast resources of oil and gas discovered in the country. As a consequence of this discovery, construction of mega production plants has been the main focus of development in the country. This level of construction indicates an influx of safety challenges requiring an up to date and efficient method of implementation. These projects have historically required vast numbers of multi-cultural and diverse workforces, coming from different parts of the world (Orr, 2008). This being the case there are many challenges and great difficulties in bringing about a consciousness of safe work practices and in instilling a positive safety culture (Fromherz, 2013). The recognition of the need for workplace safety publicly materialized in the work of Mr Heinrich, an Assistant Superintendent of the Engineering and Inspection Division of Travellers Insurance Company during the 1930’s and 1940’s (Heinrich, 1959). His position required an investigation into the high and rising rate of supervisor accident reports during the period .This report revolutionized the working world by concluding that 88% of industrial accidents were primarily caused by unsafe, possibly preventable acts (Heinrich, 1959). This transformative moment in safety strategy motivated an entire industry to introduce reform (Fogarty and Shaw, 2010). Prior to these period witnessed steadily decreasing standards of working conditions that led to the need to reform the system. Heinrich (1959) subsequently published his first book in 1931; Industrial Accident Prevention: A Scientific Approach, laying out a more systematic approach to the study of accident data. This indicat ion of a willingness to embrace change was tempered by the overwhelming capacity that big business interests had to keep costs low, creating a volatile safety environment. The modern era has maintained that safety is significant concern for companies, often requiring a considerable fraction of their overall revenue stream (Fromherz, 2013). This drive to increase performance and reduce injury has resulted in many companies showing excellent improvement in the area of safety performance, thereby reducing cost and increasing productivity. The rationale for this research rests on assessing the potential for improvement of HSE performance in the Oil and Gas sector, specifically in the Middle East; through a means of behavioural based safety. The intention of the study is to establish the appropriateness of this hypothesis, whether as a process to be used as a standalone mechanism, or additionally, for the augmentation of an existing HSE management system. Behaviour based safety concept, or BBS, has been considered in industry worldwide for around a decade as a means to achieve a positive safety culture and an improved organizational safety performance (Mohr , 2011). An organisation’s culture can be as influential in achieving good safety results as a safety management system. The positive or negative safety culture of an organisation is directly linked to human factors and the positive behaviour of its workforce (Mohr, 2011). According to Books (1999), the largest influences on safety culture are; 1) the style and management commitment; 2) the involvement of employees; 3)training and competence; 4)ability to communicate at all levels; 5) compliance with procedures; and 6)organisational learning. The current research has affiliation with an earlier study conducted as part of the Post Graduate Diploma award (Turner, 2013). The subject of the previous research was â€Å"Safety Culture or Climate: An Appraisal of Perceptions and Scale†. This research sought to measure the health and safety, culture and climate of the researcher’s employer organisation. In this case the researcher determined that there was evidence of a positive safety culture within the XXXX Group of companies. However, this research also illustrated that this positive safety culture has not entirely achieved the expected and desired outcome of zero harm to people. All these factors in themselves do not prevent injuries from continuing to occur within the organisation. The previous study and current research focuses on the Middle East region. In particular to the varying needs and challenges faced by operations based in the region; specifically those that require the engagement of personnel from a vast array of differing backgrounds and cultures and how the principles of behavioural based safety may effectively be used to influence this specific workgroup. To facilitate understanding, it is also important to outline the distinctiveness of the location, (Qatar), the demographics of the workgroup, and the difficulties and challenges related to the management of such a work group within a safe work environment. Based on the above reasoning this affords the researcher the ideal incentive to both address the topic as an area of research for the required dissertation element in partial fulfilment of the requirements for the Postgraduate MSc Degree in Health, Safety Risk Management and to make recommendations that will enable XXXX Group to continue its safety culture development journey; that is, towards a more safety aware, proactive and empowered workforce; ultimately leading to an overall improvement in the safety performance results attained 1.2 Aims Objectives This dissertation research focuses on the potential for improvement of HSE performance in the Oil and Gas sector, specifically in the Middle East; through a means of behavioural based safety. It is evident from recent research that traditional methods of safety management, such as safety management systems and risk assessments, do not wholly protect employees from incidents and injuries, as such organisations are looking for an alternative approach to improve performance and eradicate injury from the workplace, therefore the aim of this project is The following aim has been developed in order to meet this goal of this research: Critically evaluate existing research into behavioural based health and safety strategies, programmes and model with a view to identify a best practice model for future implementation. Objectives: The objectives of the research are as follows: 1) To critically analyse available literature and research studies pertaining to behavioural based health and safety. 2) To ascertain employee perceptions. 3) To identify best practices and success rates of behavioural based safety programmes. 4) To evaluate performance improvement. 5) Determine an appropriate behavioural approach for Labour safety in Qatar. 1.3 Research Questions In order to fully develop this dissertation the following questions will be considered by this research: 1) What is behavioural based safety and how does it impact Qatar? 2) Which elements of the behavioural based safety process are suited for Qatar? 3) What is the best method of behavioural based safety implementation for Qatar? 4) How to assess behavioural based safety effectiveness in the workplace? 1.4 Scope of this research This research examines safety perception and behavioural application from 2000 until 2014 in order to ascertain the best possible elements for future implementation. With a national focus on Qatar this research incorporates studies conducted in similar environments and conditions internationally in order to gain insight for these research objectives. 1.5 Structure of the Dissertation This dissertation will consist of an Introduction, Literature Review, Methodology and Analysis, followed by Discussion/Conclusion. 2 Literature review 2.1 Overview â€Å"BBS is about everyone’s behaviour, not just the frontline† (Agnew Ashworth, 2012:1). 3 Methodology / Analysis 4 Discussion/Conclusion 5 References Agnew, J. 2012. Behaviour based Safety. Performance management magazine, 1 (1), p. 1. Books, H. 2009. Reducing error and influencing behaviour. New York, NY. Fogarty, G. J. and Shaw, A. 2010. Safety climate and the Theory of Planned Behaviour: Towards the prediction of unsafe behaviour. Accident Analysis Prevention, 42 (5), pp. 1455–1459. Fromherz, A. J. 2013. Qatar: Politics and the Challenges of Development by Matthew Gray (review). The Middle East Journal, 67 (4), pp. 649–651. Greene-Roesel, R., Washington, S., Weir, M., Bhatia, R., Hague, M., Wimple, B. 2013. Benefit cost analysis applied to behavioural and engineering safety countermeasures in San Francisco, California. Heinrich, H. W. 1959. Industrial accident prevention. New York: McGraw-Hill. Santos-Reyes, J. and Beard, A. N. 2002. Assessing safety management systems. Journal of Loss Prevention in the Process Industries, 15 (2), pp. 77–95. Lebbon, A., Sigurdsson, S. O. and Austin, J. 2012. Behavioural Safety in the Food Services Industry: Challenges and Outcomes. Journal of Organizational Behaviour Management, 32 (1), pp. 44–57. Mehta, RK. Agnew, MJ. 2013. Exertion-dependent effects of physical and mental workload on physiological outcomes and task performance. The IIE Transactions on Occupational Ergonomics and Human Factors, 1(1), 3-5. Mohr, D. P. 2011. Fostering sustainable behaviour. Gabriola, B.C.: New Society Publishers. Orr, T. 2008. Qatar. New York: Marshall Cavendish Benchmark. Qsa.gov.qa. 2014. . Welcome to Ministry of Development Planning and Statistics-Statistics sector website :.. [online] Available at: http://www.qsa.gov.qa/eng/index.htm [Accessed: 27 Mar 2014]. How to cite Behavioural based safety strategy, Essay examples

Marketing Management About Nike

Question: Discuss about the Marketing Management About Nike. Answer: Introduction Nike Inc is an American multinational organization. The company was founded by Phil Knight and Bill Bowerman on January 25, 1964 (About.nike.com 2017). The name of the company is inspired from the Greek Goddess of victory, Nike. The company belongs to the apparel and accessories industry headquartered in Washington, United States. The organization has offices and stores located across the world making it a popular brand and preference among consumers (Mathew 2017). The mission is to bring inspiration and innovation to every athlete in the world (Nike.com 2017). The core values of the organization are authenticity, performance and sustainability. These drivers are reflected in every decision made by the company. The slogan used by the company Just Do It is inspired from Gary Galmores last words (Fairs 2017). This slogan helped in increasing Nikes market share in the North American market as the campaign was advertised through print media, billboards, graffiti art and various other cha nnels (Sharkey 2017). The marketing orientation of Nike focuses on three main pillars- customer focus, strong commitment and providing superior value to the customers. Nike sponsors sports personalities as it is a major manufacturer of sportswear and equipment. The products offered by the brand are athletic footwear, recreational products, sport equipments, apparel and other products. The brand has other subsidiaries such as Hurley, Nike Golf and Converse (Help-en-us.nike.com 2017). The main marketing strategy of the company is to sell benefits and not the products. Nike uses the story of hero as a brand motivator. The brand uses emotional branding technique for maintaining competitive advantage and implementing marketing strategies successfully (Barakat 2014). 5C Analysis A situation analysis is performed for Nike using 5C analysis covering the micro-environmental and macro-environmental situation. Company- Nike is a competitive organization selling a large variety of shoes for sports. It is one of the most renowned brands in the world. The famous brand has a wide variety of products available. However, the income of the brand is heavily dependent on the footwear market. Moreover, the sector is price sensitive. Therefore, there is a scope of low margins to combat competition in the market. Nike has many opportunities regarding product development. There is further scope for development of sportswear, jewellery and sunglasses. The most significant threat for Nike is significant competition in the international market (Friedman 2015). Customers- Nike serves three main consumer groups- women, young athletes and runners. Nike sells training and running apparel for women such as lace-trimmed jerseys and skirts. Their behaviour is to wear leggings to errands, gym and brunch. Further, the kids playing sports have an intention of wearing Nike to clubs, federations and local leagues. The runners buy Nike accessories to track their calories, route, distance, pace and time (Lutz 2017). Collaborators- Nike has a strategic partnership with Swiss company bluesign technologies so that the company becomes accessible to material suppliers. Nike is also in collaboration with Apple that provides great experience in fitness hardware (the Guardian 2017). Competitors- The direct competitors of Nike are Adidas, Under Armour, Reebok, PVH and various others that provide the same kind of products, apparels and accessories. With the rapid changes in technology and other factors, innovation and price, a few other competitors are V.F. Corp, Crocs, Atac, Skechers and many more (Su and Tong 2015). Context- Nike is subject to change in manufacturing and tax law of every country. Due to political conflicts, Nike may be affected leading to prevention of imports and exports. The revenue is dependent on labour costs, ease of production and cost of production. Market collapse may be a bad news for Nike as the customers may switch to cheaper products. Nike sweatshops have received criticism affecting the social perspective of the brand (Soener 2015). However, the increase in health consciousness among people is leading to increased demand in Nike sportswear and apparel. Nike is affected by technological factors as social media helps in building brand image. Nike has legal repercussions as it practiced shady marketing tactics. Nike has dodged tax in the past that leads to crackdown. The brand is also affected by environmental factors as the mass production factories emit harmful pollutants triggering the need to be more eco-friendly (Grhan-Canli et al., 2016). Collecting Information It is necessary to discover insights, achieve targets for business growth and collect information so that the customer needs can be fulfilled. Nike collects information from the customers including telephone numbers, referring websites, information about other purchases and interaction with the company. The customer information is also collected from Nike sources, communication and transactions. Nike also collects information about gift recipients provided by the giver. Customer interviews are conducted for gathering information about needs and preferences (Zikmund 2013). Regarding competitors, Nike collects information about the competitors using competitor intelligence research. The information is collected using the websites including press releases, new product launches, financial reports and pricing data. Press analysis reviews publicly available information such as change in key personnel or senior management (Bolton et al. 2013). Their advertising patterns are monitored by reading about their advertisements in magazines, newspapers and other media channels. Competitor pricing research is followed using statistical techniques and software. Therefore, the information is gained to what competitors pose a threat (Zhao, Fan and Hu 2014). For collecting information regarding the context of changing business, information sources such as newspapers, personal contact, commercial database, internal reports, books and others. Environment scanning shall be useful to study the context of changing business as the trends can be recognized and products can be sold accordingly (Griffin et al. 2013). Nike follows collaborative information seeking so that it can gain information regarding situations, methods and motivations. Nike works closely with its staff members so that they provide appropriate information. Collaborators play a shift role and work jointly with Nike so that a trusting and working relationship is established. The problems between Nike and market are defined and plans of action are developed accordingly (Lim, Chen, and Chen 2013). Developing Marketing Strategy Nike has huge range in its target market. They have wide range of different products each targeting and appealing a specific group of people. They aim to meet the requirements of people of all ages belonging to varying categories. This strategy has made this company to gain maximum number of customers and profit. The primary target market currently for Nike is the teens and youth of people above 15 years of age. The potential target market of Nike could be the kids aged below 15 years of age. Choice of Target Market The target market is chosen for kids as the main focus of parents for purchasing products is the affordability. Small children outgrow a pair of shoes in every three or four months thereby depicting a short shelf life. Therefore, the parents intend to by affordable shoes so that it can be replaced in short span of time. Also, kids need to get involved in physical activities and sports such as running, cycling, and others. Nike may focus to make the new generation a Fit Generation. Therefore, by working to achieve the goal of strengthening kids and involving them in several activities, Nike can attract kids with their sportswear and apparel to engage in outdoor activities. In the generation where kids are busy in their smartphones and other digital tools, Nike may attempt to engage the kids in sports and other recreational activities (Lunt et al. 2014). Value Proposition Nike is one of the most successful international brands in the equipment, footwear, apparels and accessories market. The brand is a simple solution for the young women, athletes and can potentially meet the needs of kids by encouraging them to engage in physical activities or sports. The target customer or segment are the kids where Nike can offer school shoes, soft slippers, tough trainers, sandals or show-off shoes that can suit the different need of kids (Lim, Chen, and Chen 2013). This offering adds to competitive advantage for Nike in terms of scale, scope, customization, and innovation. In case of kids as customer base, Nike branding shall allow the company to charge affordable price over the competitors. Nike may offer a wide range of shoes and gears for kids under a single corporation rather than different units that make it a one point destination for clothing and apparel. Further, Nike can allow customization of products thereby offering tailored solutions (Dibb 2013). Positioning Statement Nike has attained this legendary position through innovative and attractive design, quality production and wise marketing strategies. The market positioning statement of Nike could be The Fit Generation. As the current generation is more involved in electronic gaming and gadgets, Nike can take an initiative in generating self-awareness among children about the importance of outdoor games and activities. A belief shall be created among the customers as Nike being the most preferable brand for sportswear creating desirability among kids. The kids shall feel the need to engage in outdoor sports and recreational activities so that they stay energetic and fit. The market positioning strategy shall be able to build self-confidence among kids and eliminate negative aspects while strengthening them (Dibb 2013). Developing Marketing Tactics Marketing tactics can be defined a strategy for reaching the goal. The 7P marketing mix framework is adopted for supporting the marketing strategy as under- Product- Nike has adapted to the changing times are now designing and selling smart products which have capability of connect to iPod nano bringing about the combination of products from Apple Inc and Nike which measure the performance of the sportsperson. Nike offers a wide range of sports footwear, apparel and equipments. As the potential target segment are kids, Nike can enhance its product range by manufacturing and distributing hockey sticks, roller skates, hockey jerseys, protective gear, casual wear for kids, shoes, and sandals. The target customer or segment are the kids where Nike can offer school shoes, soft slippers, tough trainers, sandals or show-off shoes that can suit the different need of kids. Different age groups from toddlers to school-going kids can meet their needs by purchasing products at Nike. Different accessories that are loved by kids shall also be offered by the brand. The augmented product is the non-physical part of the product where it may offer warrant y and customer support service after sales (Hanssens et al. 2014). Price- Nike is designed to be competitive in comparison to other shoe retailers. As there are multiple competitors involved in the same product line, the prices cannot be set too high as customers would prefer buying other low prices products. However, the prices cannot be set too low as Nike may be considered compromising on the quality. As the sportswear and apparel for kids have a very short shelf life, the customers prefer buying high quality but affordable products. Nike may follow premium pricing strategy in which they raise prices despite market lowering theirs as it is a customer-driven model. The customers may be willing to pay more prices to obtain high quality products and loyalty towards the brand (Mintz and Currim 2013). Place- Nike sells its products in exclusive Nike stores across the globe. The identified products and services shall be sold in retail outlets across the world. The brand can also sell the products through licensees, independent distributors and subsidiaries. Not only physical outlets, but the products can also be sold online through the internet on different e-commerce websites. In this manner, the products can be taken to the consumers and vice versa (Mintz and Currim 2013). Promotion- Promotion is significantly dependent upon store locations. Nike can collaborate and partner with different companies. Nike can tie up with different ambassadors such as soccer teams, cricket or other sports that would be loved by kids. As kids are more attracted to television and online channels rather than print media, the promotion campaign focus shall be on television and internet. Television and social media such as YouTube shall be useful in attracting kids attention through animated advertisements or other ideas (Mintz and Currim 2013). People- The marketing mix relating to people shall be establishing a healthy relationship between customer and the retail store. The customers may put up their requests or opinions regarding the products such as footwear, apparel and accessories. It is the responsibility of the staffs to meet the needs of its customers. Therefore, Nike selects its employees very carefully. People play a critical role in the progress and development of the company (Mintz and Currim 2013). Process- Nike provides several services to increase the customer satisfaction. Nike can sell its products through authorized distributors. The process of purchasing products and be assisted by employees so that they guide the customers about the suitability of the product. Also, Nike is available for sale in online stores. The process of purchasing can be made simpler without visiting the store. The customers can simply look at the catalog of the online distributor and select a product of their choice. However, it is mandatory that the products are purchased from official distributor as they would ensure high quality products (Mintz and Currim 2013). Physical evidence- The efforts made by Nike intends to get the products purchased by potential target segment. Therefore, Nike can put its new or superior products in the front entrance so that the kids segment can be differentiated in the store. The customers must understand that Nike is exclusively introducing the kids line products and not only for the adults. Evidence could also be the website created exclusively for kids. This shall enable easy access and information regarding the products sold at Nike (Mintz and Currim 2013). Conclusion Conclusively, Nike can bring inspiration and innovation to every athlete in the world. The products offered by the brand are athletic footwear, recreational products, sport equipments, apparel and other products. The brand uses emotional branding technique for maintaining competitive advantage and implementing marketing strategies successfully. Nike has many opportunities regarding product development. Nike is also in collaboration with Apple that provides great experience in fitness hardware. Market collapse may be a bad news for Nike as the customers may switch to cheaper products. The brand is also affected by environmental factors as the mass production factories emit harmful pollutants triggering the need to be more eco-friendly. The customer information is also collected from Nike sources, communication and transactions. Environment scanning shall be useful to study the context of changing business as the trends can be recognized and products can be sold accordingly. The problems between Nike and market are defined and plans of action are developed accordingly. Nike may focus to make the new generation a Fit Generation. The target customer or segment are the kids where Nike can offer school shoes, soft slippers, tough trainers, sandals or show-off shoes that can suit the different need of kids. The kids shall feel the need to engage in outdoor sports and recreational activities so that they stay energetic and fit. As the sportswear and apparel for kids have a very short shelf life, the customers prefer buying high quality but affordable products. References About.nike.com, 2017.About Nike - The official corporate website for NIKE, Inc. and its affiliate brands.. [online] About.nike.com. Available at: https://about.nike.com/ [Accessed 23 Jan. 2017]. 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