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As marketing automation has spurred measurement in clicks and downloads, creativity has become a crucial part of differentiation that has been lost in a ‘sea of sameness.’ Marketing leaders need to assess creative performance and build a culture that encourages it.

According to the In-Source and inMotionNow 2020 In-House Creative Management Report, 55 percent of creatives rarely receive quantitative feedback on how well an asset performed with prospects and customers.

The impact on marketing is significant, particularly in the digital environment, when B2B purchasers cannot distinguish between the digital experience of one B2B brand with another.

The primary task of marketers is to make their services and products stand out in the marketplace. But why aren’t they succeeding?

Full article= https://talkcmo.com/featured/creating-a-marketing-culture-to-effectively-measure-creative-performance/

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51Due论文代写平台report代写范文:“The sustainability of modern marketing”，这篇论文主要描述的是对于市场营销发展研究的管理报告，营销的出现的目的就是为了寻找和满足目标客户对于产品的改进要求，并为企业未来发展的方向和产品的定位做出重要的参考建议，保持企业营销的可持续就是在保持企业的市场竞争力。

Marketing is quite knowledge of how to discover, create and deliver value to meet certain target market demand, and then obtain profits for an enterprise. Marketing is introduced to identify the unsatisfied requirements of the targeted customers, help in prediction the scale and potential profit of the target market, and find out the most suitable way for the enterprise to enter the market with the suitable product. (Lacohee et al., (2006)) To certain extend, the management of the marketing could be considered to be the ultimate goal and strategic objective of the company. From the company viewpoint, marketing functions is to ensure that the customer and consumer to become the enterprise the central link and guide the enterprise in decision-making. (Wu, (2009))

When a company breaks through the market, and gets a certain amount of coverage of market, the company would be eager to sustain its shares and attempt to achieve an increase, the marketing is suppose to lead the sustainability of improvement of both the profits and awareness. (Butcher and Sparks, (2002))And in the fierce competition in the modern market, the sustainability of the marketing comes to draw the attention of the marketers and the managers. The concept of sustainability marketing was brought out in the 90s’ of the 20th century, and was meant to be the marketing strategy coincident with the sustainability of economic development, and support the marketing which emphasize long-term interests and sustainable development in both market and the development of the company, along with the human civilization. Basically speaking, there are two classes of the sustainability, which are maintain of the current clients, and the continuous increase in the market shares.

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The most typical example in the case for the sustainability of marketing is the strategy of the membership. It can be easily find in normal lives. For example, when one goes to the checkout counter to pay the bill in Wal-Mart, the cashier would always ask, “Do you have a membership card?” Such things happens when one hanging out for dinner in a restaurant, going to the gym, facial, vehicle cleaning and nearly each corner of normal life. And such things happen at a much higher frequency nowadays than 20 years before, especially in those industries with huge amount of information. (Chandrashekaran et al.,( 2007))And such strategy includes the forms of the coupon, retail vouchers and something so like. On the other hand, the customers are maintain by the discount that they can enjoy by keeping on favor the shop or the chain stores of the company.

Besides, the sustainabilityof could be get in the form of the product and the services provided by the company. Taking the BMW in the vehicleindustry for example, the BMW keeps on manufacture series of cars with different styles. For instance, the BMW 5 was regarded as type of is dynamic, and elegant is corresponding to 7 of BMW, while BMW3 is for challenging. And in each series, different technology was introduced to overcome the obstacles of the traditional products. The innovation of a company could be the core of the sustainability of a company. And such cases could be drawn in the IT industry. (Kull et al., (2007))When IBM and Apple were scramble for the market, each company would not hand out all the technological innovation they had already achieved in one single product. Instead, each company had a part of their improvement used in one new series, and the others for the next generation of product, just being sure that the customers could enjoy the improvement and keep on fond of the brand, but keep the company being sustainability all the time.

The mission statement in the marketing  营销的使命宣言

Generally speaking, it could be much easier to figure out a brand on the product than the recognizing a company who hold the factory that made the product.(Noorul Haq and Kannan, (2006)) For example, when people see a car with the symbol of Rolls-Royce, the majority would talk about the car itself, rather than the company of BMW who acquired the Rolls-Royce cars in 2003. Despite of the fact that BWM has been dedicated in luxury cars ever since its beginning, Rolls-Royce keeps its original mission. Such is the case for the mission statement in marketing.

Mission statement for a company could be considered as the element of vital importance, since it matters a lot in the 4P strategic in the marketing. In the aspect of product, it could be figured out that, the mission could lead to content and the function of the product, the place, the price, and the promotion. Taking KFC for example, it has been dedicated in the fast-food. There are over 600 million customers choose the delicious food provided by the KFC each day all over the world. In addition to the traditional placard KFC products - plain chicken, customers can be in the world a taste of KFC restaurants to other 400 multinomial products, such as Kuwait's chicken scones and Japanese salmon sandwiches, and things so like. (Zhang et al., (2009))The KFC company belongs to the world's largest restaurant group - yums global food group, the group has including distributed in more than 100 countries and regions of nearly 30,000 chain stores world famous KFC restaurants, Pizza Hut, Taco Bell restaurant. Despite of the controversy in the health of the food, KFC moves on with the mission state of “We Do Chicken Right”. (Davies et al., (2004)) while the Pizza Hut’s mission statement is “ We take pride in making a perfect pizza and providing courteous and helpful service on time all the time.” Besides, one of the strongest rivals of KFC, the McDonald’s mission statement reads in such a way, “We provide our customers with the quality of our great tasting food; our fast, friendly service; our clean restaurants and facilities; the value of our food and the McDonald’s experience.” And the good mission statement could be able to outline the core value of the company, and their product. Besides, the proper mission would help in the promotion of the product, with the distinct character and excellent quality.

The PEST of a web game developer in the IT industry  IT行业网络游戏开发商的PEST分析

In this part, the importance of the external environment analysis of web game developer in the IT industry would be carried out by introduction of the PEST model. And the four aspects are political, economic, technological, and social, which would have great impact on the marketing of the enterprises in the IT industry.

To our common sense that, the history for the web game is less than 15 years. And it has been booming in the past 8 years, with the wide spread of internet and the technique improvement in computer and information. However, it has been known to all that the protection of the technique in the IT industry by law has been as perfect as other industries in human civilization. Thus it makes the fact that, certain kind of the patent in product and technology or the trademark privileges of the product would not be protected. Besides, because of the bottlenecks in the web games, it could be well discussed that, the web games are more all less small to certain extend, especially those with the same theme. (Barr PS. (2004))On the other hand, as a new invention of human being, IT has been changing man’s life in a great extend. And the IT has been benefited for such achievement and got supports for the governments and many other forms funding. (De Houwer et al., (2001))And when the web came turn up, it was aimed at getting people relaxed and got the profits by the equipment that the players would pay for their joy and willingness. However, things turn to another side that, more and more people get addicted in the games, and then got lost in the games.

Thus it leads to the other fact that, when developer wants their game put online, the directors would check on the game itself, whether it is legal in both the core technique and the game. And the political analysis would help the company in drawing venture investment and protection of the product itself. In the aspect of the economic, for the very beginning is whether the industry and the company could earn money, and what the tendency of the economy is in the industry. And then it is followed by the study would make it clear what kind of the games players want to play, and what kind of experiences that they want to have, especially in what case that the player would be willing to pay. (Heim and Field,( 2007))And such case leads to the content of technology, with what that the game would be developed. It always got two opposite sides that, the older would lead to lose of the users while the newer would cost more. Then it is the social impacts, whether the game would contribute more good aspect than the positive aspect to the player, how much that the company could be able to devote to the tax, and how many job offers would be required and supplied.

Above all, the company should do worked the analysis of the external environment out to make sure that the project is feasible in all the aspects of the PEST.

Buying decisionprocess and the impact of internet   购买决策过程和互联网的影响

In this part, the direct target of marketing would be discussed. And it is not difficult to figure it out that, whether buy or not would give a immediate assess of the marketing.

When the buy is struggling whether to pay for the product, the formula of the personal profit from purchasewould be carefully considered. Thus it is the formula for the personal profit = a (usefulness of product) +b (perceived brand value)- c (money cost)-d (time or inconvenience). It would be easy to understand that, people pay for what they want, whether for eat, for joy or daily use, the product should be useful, and the quality of the product should be the parameter clause of the deal. (Ting and Cho, (2008))And in the case that, the consumer bought a mop in the supermarket, then found it broke down two days after, he would get shadows over such bad experience, and put the brand of the product to the bottom of the purchase list. Then it would be followed by the brand value, people choose one kind of product, not merely for the sureness, but for social and economical factors. The same product with different prices, and different brand, would bring the considerations over brand, and normally the brand would charge for additional price. But the brand may bring about other profits for the buyer, taking the car for example, the Chevrolet and the BMW has different meanings over the identity of the owner. Thus case matters a lot in the pricing and the product target of the marketing. Another case is the operating or use of the product, whether the control is easy to learn, or it would be a save of time. Generally speaking, the Buying decision is related to the product and the brand of the product, which in turn, has great impacts on the marketing strategy.

And in the last part, the impact of the internet on the purchase of the buying decision process would be touched. First, let us get to the shopping on-line. It has been statistics that, there is more than 21 percent of shopping is accomplished on line. It would be a save of time and when people shopping online. However, the traditional form of trading has not disappeared and would be keeping on, because of the limitation of the forms of shopping online and the instability of the internet. (Hsiao, (2009))But the internet helps a lot in the advertising for the product, and the promotion can be carried out in much more various ways than on the board, or the radios, newspapers. (Cardinal LB, Sitkin SB, Long CP. (2004))In another view point, the internet has been helping the customers know more about the product that they want to purchase, make comparison among brands, and making decisions. If there is a piece of unsatisfied experience in the buying, another one would pay more attention to the complain than the salesman or the producers, and which in turn assistance in the improvement of the product or the services.

Besides, the internet helped a lot in the analysis of the market, the collecting of the data of the clients, together with the strategies for the next step for marketing. (Cardinal LB, Sitkin SB, Long CP. (2004))The data of the customer is collected each time the purchase is accomplished, and then added to the detail lists of the market. Then the data of purchase category, quantity and other information was recorded and set to the data analysis. And the internet has been realizing the combination of the massive information of the industry. (Dey et al., (2006))By using the data mining technology, companiescan get the implications, such as the lifestyle, specific consumption behavior, and the pReference of their clients.With such data and implications, the enterprise can make contrapuntal and scientific strategies such as pricing, market distribution, procurement and after sale service.(Adner R, Levinthal D. (2001)) Newer steps would be made and promotedby the marketers. Thus the internet has been helping in the balance of the requirement and the supply, and helps the companies for successful marketing.

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51Due论文代写平台report代写范文:“The organization of education institutions management issues”，这篇论文主要描述的是在对北京财经大学的采访当中我们发现目前市场的教育机构存在的一些问题，这些问题出现在机构管理和结构上，文中的陈燕就是主要担任的就是管理的职位，负责制定和管理两百名学生的教育计划，利用管理层次的压力来使得教职员保持着对于工作的认真。

Here is the report of an interview with Chen Yan of Beijing Finance and Economics University. And in this report, we can see the issues in the organisation and management of educational institutions.

Report of an interview on the organisation of management issues of Educational institutions

I hope that everyone enjoyed their interview on Friday. Here is the report of an interview with Chen Yan of Beijing Finance and Economics University. And in this report, we can see the issues in the organisation and management of educational institutions.

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Ⅰ the introduction of the interview

1.0 the structure of the organization

Chen Yan is a teacher. She works in Beijing Finance and Economics University, which is a state school. It is located in NO.21,Baochao Hutong, Dongcheng Zone, Beijing City. There are 130 staffs and 1200 students in her organization. Here is the structure of her organization: schoolmaster; vice-president; official director: teaching director; educating director; director of General Services; information director; teaching governor(assistant of the teaching director): Chinese governor, math governor, English governor, finance and economic governor , computer governor, politics governor, PE governor. Grade governor (assistant of the educating director): there are 4 grades totally(four grade governors).

Teachers in charge of classes (assistant of grade governor): there are 30 students in every class and 34 classrooms.

2.0 management role of their organization

Chen Yan is a grade governor and there are 8 staffs in her department. They carry out the task of educating the students and managing the classes. And Chen Yan must be responsible for 200 students. Her main management roles in her organization is to assistant the communities with the high-up and the low-lever. And the main duty is management.

Chen Yan takes many management roles. She gives the organization strict management: according to all the issues, she makes some bylaws, detailed rules of quantization, and making some checking criterions based on some different situations.(eg. Students’ behave, juding teachers on students’ behave). Of course, it is democratic.

3.0 Leadership role

Chen Yan said the leadership role is not only embodied by his or her power but also the personality and charming. She only takes the leadership role when making decision and dealing with issues. And the leader in her organization is schoolmaster. Chen Yan often makes some changes in her own organization. She believes that the management role must be more particularity and should pay more attention on the manner and ways. And also should not fierce instead of humanity. Sometimes, she discusses the changes with the staffs, but it depends. For example, when perform activities, she discusses the changes with staffs, but in principle, there is no need. The schoolmaster’s leadership affects other managers a lot. Sometimes, it makes some pressures to the staffs. Chen Yan as a leader in her organization, often derates the fees, sends out the scholarships, gives something on material to the economically poor. She talks about more to care their livings.

4.0 Decision making

When making a decision, administrative department will discuss to come a decision. On decision making, the organization will give the help and support to deal with some issues. And at last, if most of the members agree with the idea, then the decision is made. The schoolmaster and the assistant of every department will involve in the decision making. Chen Yan said as a manager in her department, she consults the issues with staffs, but to the principle issues, she makes decisions by herself.

5.0 Quality and effectiveness

Quality assurance must possess clear management system, and be strict carried out in the management. Of course, the enthusiasm of the staffs should not be ignored. They should be active. Here , the “quality” in her organization means that after the opinion of students on teachers and the grade of the students, teachers submission the teaching report. If the organisation finds the issues, they will hold a meeting immediately and give the investigation on papers.

6.0 Staff development

What training can staff undertake is decided by the school and government. The staffs take part in the training spontaneously. In the past two years, Chen Yan have involved in the training on computer, teaching study on Chinese, the study on tasks. It is funded by the school, aiming at solving the difficulty on the daily work of the teachers. This training helps a lot on the efficiency.

7.0 Resources

Chen Yan said the orgnization received the fund from government or received the capital by themselves. Such as having classes to the outsider. these monies are shared out between the different parts of the organisation. It is decided by the top leader who will deliver the money to the places needed best. The budgeting process in her organisation is that according the needs of different sections, the finance department will calculate the need, then send the budget to the government department.

8.0 Marketing

Chen Tan’s organization has fierce competition with others.She takes a lot means to promote the situation. Such as medias, newspapers, coloured propaganda pages, handbooks, all kinds of consultation conference.

9.0 Motivation of the job

Chen Yan’ most satisfying aspects of her work are her achievements but the most frustrating aspects are the high pressure of the work, heavy responsibility under her shoulder, the social consensus. At this time, she will do something others or give a free talk with the superior leader. To the staffs, Chen Yan trys to communicate with them, gives them care and more help.

Ⅱ Critical analysis on the interview

From this interview, we can see the organization has a quite good management system. It has integrated departments, resources, marketing system to head the fierce competition. The school and the government sometimes let the staffs to receive the further training.

According to the interview, I find the connection with what I have learnt in the class. In the course of the school management, at least I think some concepts need update. See the followings: (1) school education system is often regarded as a closely related system, and therefore the school management merely a school systems internal affairs. The vision of the school administrators, school management and the implementation of the measures, focuses on schools within the education system, but ignore the external environment (including the politics, economics, scientific, culture, environment, etc.). (2) there are too much emphasis on school political management and policy dependent, and the management of the measures often based on the conference table , in which the documents produced,but lacks of scientific justifications sequence and scientific proof. It has not much feasibility and sometimes overlooks the regional differences. (3) For school management information, managers are not accustomed to have enough accurate data, and it is "uncertainty", and the collection, handling, processing information means the backward channels impeded, thus information networks have yet to be established. (4) it is lack of the study to the effectiveness of school management. To the abroad study, our internal management practices and experience are a simple "transfer" phenomenon. It meets the introduction and promotion of the "new" measures but neglect the study to its restrictive conditions. Therefore, in the school management, the form booms. But the effectiveness is not strong.

Ⅲ，the connection between the management theory and the interview

(1), strict distinction between the macro areas and micro areas of the school educational management. Here the macro and micro are not distincted by educational administrative departments and schools but by the management level and the complexity of the scale. Generally, the higher level, the more complex problems in the management will be faced in the education sector. Such as the analysis of the educational economic background, talents forecast, education scale forecast, the distribution of education, adjustment of the professional structure, educational plan, decision-making. All are the problems in macro area. On these complex issues, we should avoid blindness, and arbitrariness, from the ways and means, including the application of education survey, measurement statistics, analysis and establishment of digital model, computer simulation. But for the basic education sector and the majority of primary and secondary schools, they face the relatively simple management question and heavily involved in the human, financial issues. We call micro-areas. To solve these problems, in one hand, there are the clear prescribe of the education administration. On the other hand, there are the experience of the basic management department.

To Chen Yan’s organization, it does adopt some measures to avoid the blindness and arbitrariness. If her organization gathers information from the computer, it will be more effectiveness. Because this is the information age.

(2)pay more attention on the summary of school practices management and the sublimation of experience to the theory. In the 40 years of country Founding, school administrators at all levels in China accumulated a lot of valuable experience in practice . These experiences not only covers the management of the various departments and schools, but also to the planning, organization, motivation, control and other management functions. Integrated management model is inseparable from these experiences.

In practice, Chen Yan’s organization did good work. Such as collect the opinions from the staffs. If her organization gather the practices to form the theory, I think the school will develop better.

(3) on the educational management issues, we should continue to infiltrate and strengthen scientific management components, improve the decision-making level scientifically. In school management, scientific means and method system does not rely on slogans but a reliable theoretical and technical support. Considering from Chinas current school management situation, the key to adapting the market economy system requirements of future development of education is to improve the schools and the decision-making level. Any educational management formulation, they must have government officials, educational theory, practical workers, the common participation of the experts, a scientific decision-making theory as guides. In this process, experience, administration, science are not dispensable.

In summary, I believe that the so-called integrated school management model should be established on the basis of Government, experts, school education management mechanisms. It combines three models: the experience type, administration type, the scientific type. Pay fully attention to the importance of experience management. Strengthen the management function reasonable. Put scientific management elements to management effectively. Only in this way can we continue to enrich the school educational management characteristics and improve the school management theory. And play its role in guiding practice to push our school management to a new level and promote the prosperity and development of education.

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51Due英国论文代写网精选Report代写范文:“Michel butler service company development strategy”，这篇论文主要描述的是米歇尔管家服务公司发展战略分析，通过对内在环境和外在环境来分析研究米歇尔公司使用的发展战略，企业的发展需要企业迅速的去适应时代的变化环境，在遵循国家法律的基础上对企业进行改革变新，这样子企业才能够取得成功。

This report is aimed at highlighting Mitchells and Butlers strategic choices through the analysis of its internal and external environment. A number of measurement tools were used in order to express this. The report firstly looks into the external environment in which the organisation is involved with. The external analysis was split into two different sections: The macro environment and the microenvironment. A PESTLE analysis was used for the macro environment as this captures all the factors that affect Mitchells and Butlers, of which none of them they can control. To analyse the microenvironment Porter's five forces model was used as this highlights all the factors that can have a direct effect on an organisation.  

Following the Internal Analysis the report then looks at the internal logistics of the business. Looking internally into Mitchells and Butler identified many aspects of the business such as its resources and capabilities, competitive advantage, core competencies and the stage the company is at with regards to the life cycle. All these differing aspects will then help to identify the strategic choices available to Mitchells and Butler.   The report then looks at the financial side of the organisation using three financial statements: Cash Flow, Balance Sheet and 5 year income statement. These are analysed to review sales trends and profit trends. A SWOT Analysis has been drawn out which helped in the completion of the TOWS matrix. The TOWS matrix combined with the SFA model identify areas where Mitchells and Butler can grow.   To conclude the report, all the data was collected and analysed to suggest short, medium and long term plans for Mitchells and Butler.  

Introduction.

This report is the second part of a two part report which will analyse both the internal and external factors that influence the Mitchell's and Butler's organisation. A strategic analysis of the company has already been carried, which can be seen in Appendix 1. It involved carrying out analysis on the vision, mission, values and objectives of M+B. This report will focus on the strategies that Mitchells and Butler implement in order to grow. The report will firstly look at the Micro and Macro external environment using tools such as PESTLE, SWOT, Porter's five forces model and competitor gap analysis which will combine to give a competitor analysis.   Once the external analysis is complete the report will then focus its attention on the internal analysis. This will involve analysing Mitchell's and Butler's core competencies by conducting a portfolio analysis. Based upon these analysis the report will then finish with recommendations of the future strategic choice and direction of the company followed by a short, medium and long term plan for Mitchell's and Butler's.   The business report will use David F (1988) comprehensive strategic management model as a guideline in order to cover all aspects of the strategic report. As mentioned above Vision and mission statements have already been analysed, th erefore this report will start on performing both internal and external audits.  http://www.51due.net/writing/report/sample1696.html

External Analysis

“A company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to develop and maintain successful relationships with its target customers. Successful companies know the vital importance of constantly watching and adapting to the companies environment”. (Kotler, P et al. 2008)  

Macro Environment

Carrying out external analysis allows firms to adapt quickly to the changing environment. The macro environment is the “complete social context in which the organisation resides”. Carrol, A + Buchholtz, A (2008) Kotler, P et al. (2008) also includes that it is the larger societal forces that affect the whole microenvironment. He states that there are six major forces in a company's macro environment:   - Political   - Economic   - Social   - Technological   - Legal   - Environmental  

PESTLE Analysis

PESTEL analysis categorises the factors that effect an organisation externally. Johnson, Scholes and Whittington (2005) note that many of these factors are linked. When one factor changes it can have a knock on effect on other factors. As these factors change they affect the competitive environment in which the organisation operates in, as a result it is crucial that organisations are aware of the changes in the external environment.  

Political

Licensing Laws- Mitchells and Butlers have a minimum requirement to follow all licensing laws lay down by the government. If at any time they come in breach of these licenses they place themselves in serious jeopardy with the federal agencies.   Smoking Ban- The smoking ban, introduced in July 2007, had a serious effect on all of Mitchells and Butlers managed pubs and restaurants. The ban meant that no establishment was to allow smoking in any of its premises.  

Economic

Unemployment- With the UK, along with the rest of the world, going further and further into a recession, companies look to try and cut costs by lowering the number of staff, therefore unemployment rises. A report written in the TimesOnline website by Gráinne Gilmore in February 2009 highlights some facts and figures which can affect consumers disposable income. In it he states that unemployment rose close to two million and predictions have been made that the figure could rise to three million by next year, the highest level since 1986.   Tax Increase- With taxes expected to rise in January 2010, consumer spending will slow down.   Inflation - The rise of inflation makes it harder for people to borrow as the banks  

Social

Social Responsibility - As the leading operator of managed pubs and pub restaurants in the UK, Mitchells and Butlers has a commitment to give the responsible retailing of alcohol. Mitchells and Butlers established a policy for retailing alcohol in a responsible manner. This ensures that all of their licensed premises are operated responsibly.   Under age Drinking - Mitchells and Butlers launched the “Challenge 21” campaign, which was aimed at stopping/ reducing the number of under aged drinkers in their managed premises a.   Healthy Eating - Due to the increased awareness of healthy eating through government ad campaigns, celebrity chefs etc Mitchells and Butlers has to be aware of the varying attitudes towards healthy eating. As a result they offer a wide variety of dishes on there menus across all their differing brands.

They look to offer a good choice of healthy options at the same time as offering more indulgent dishes. Mitchells and Butlers are continually creating fresh dishes with an emphasis on nutritional value.  

Legal  Minimum Wage - The National Minimum wage was introduced 10 years ago and has increased 5.5% year. Mitchells and Butler must comply with the minimum pay levels for each age group to comply with the law.   Health and Safety at Work act 1974 - The Act is the primary piece of legislation covering occupational health and safety in the United Kingdom. (hse.gov.uk, 2009) Mitchells and Butlers must ensure that they enforce the health and safety of both there workforce and their customers.  

Environmental  Weather - Due to the varying weather conditions throughout the whole year, Mitchells and Butlers should be constantly aware of the effects good and bad weather can have on there outlets.   Recycling - Due to raised awareness of pollution in the environment and the effects of waste Mitchells and Butlers have to show there commitment in creating as little waste as possible, and where possible recycle as much of their waste as possible. They also have a commitment to reducing there carbon footprint which can be done by the recycling of used cooking oil which is then converted into bio-diesel.  

Microenvironment

The microenvironment consists of the actors close to the company that affect its ability to serve its customers: the company, suppliers, marketing intermediaries,rs and publics”. Kotler, P et al. (2008) It is the environment with components that have specific and immediate implications for managing the organisation. Decisions made involving the microenvironment have a direct effect on the organisation. It can be controlled by the company and analysis at this level is firm specific. Xu, J.(2005)   There are many models that can help firms to measure the position they are in within their environment.  

Porters Five Forces

The Objective of performing industry analysis is to develop an organisations competitive advantage in order to be more successful than its competitors. The way in which this can be done is by using Porters Five Forces Model. ( Lynch, 2003) In it he identifies the five basic forces that can have an effect on an organisation.   Bargaining power Threat of   Of suppliers new entrants   The report will now go into further detail of each threat, identifying the different aspects of each factor and the affect they could have on Mitchells and Butler.  

Threat of Entry

With Mitchells and Butlers being the leading operator of managed pubs and pub restaurants, they must be aware of any potential threats that may arise from new entries in the market. The industry in which Mitchells and Butlers operates is one where barriers to entry are very low and therefore easy for new organisations to enter the market. However due to the sheer size of the organisation they have an automatic advantage over any new entries.   Economies of Scale - Mitchells and Butlers are in the position to gain economies of scale due to the number of managed outlets they have. With around 2,000 businesses they have the ability to lower the costs of products because of the amount they will be ordering at one time.   Experience - Mitchells and Butlers has been operating as an independent division since 2003 but it history dates back to 1898. This unparalleled experience of the pub industry accounts for invaluable knowledge and experience which can help in the development and growth of the organisation.   Customer Loyalty - With over 2000 outlets built mainly in residential areas Mitchells and Butlers will have built up a high level of customer loyalty. This makes it increasingly difficult for new competitors to establish a loyal customer base for themselves. It is evident however that not everyone is within close proximity to a Mitchells and Butlers unit and therefore consumers will be loyal to a different business.   Product Differentiation - Mitchells and Butlers understand the importance of product differentiation and aim to deliver products of the highest quality at the lowest possible prices. It also prides itself on customer service, displaying just how important they feel it is. Mitchells and Butlers also drive to promote its own brands in order to create product differentiation.  

Bargaining Power of Buyers

Concentration of buyers - With Mitchells and Butlers being in a market with a huge amount of potential buyers then it is in complete power with what price to set. If the buyers are not happy with the price then they simply have to go elsewhere as the market is big enough to attract more customers. However Mitchells and Butlers can not set the price at whatever they choose as the fierce competition in the market drives prices down and they have to compete with there rivals for customers.   Product Differentiation - With so many other options available for the buyer Mitchells and Butlers has to be able to differentiate itself from the rest of the market. They do this buy offering the highest quality at the lowest possible prices. It also prides itself on customer service, displaying just how important they feel it is. Mitchells and Butlers also drive to promote its own brands in order to create product differentiation.  

Bargaining Power of Suppliers

Mitchells and Butlers is in a very strong position when it comes to its bargaining power with its suppliers. They are the leading operator in managed pubs and pubs restaurants with the largest market share. Suppliers will have to listen to what they are demanding or else they face loosing a huge amount of revenue.  

Threat of Substitutes Products or services

There is a large threat of substitutes that are available from supermarkets. The off trade market that is now available to potential consumers is a huge threat to Mitchells and Butlers. With the constant promotion of alcoholic beverages from the large supermarket chains such as Tesco's, Sainsbury's and Morrison's means that Mitchells and Butlers have to differentiate themselves from this market and establish themselves as offering an experience and a service rather than just solely a product.   The supermarkets also advertise deals such as “ TWO CAN DINE IN FOR £10”. This such advertisement was ran by M&S. Being a differentiated product will entice potential consumers towards it.  

Threat of Rivalry

In a market where growth is slow and competition very high, Mitchells and Butlers have created rivalry by becoming the leading operator in its markets and taking a lot of customers from its competitors. However it does not face rivalry from small independent outlets as they focus their attention away from the big rivals.   The way in which Mitchells and Butlers create rivalry is by the pricing policy on drinks. Being the leading operator in managed pubs means that they are able to buy in bulk reducing the costs of products. With relation to food Mitchells and Butlers has a variety of brands that are in varying markets that can capture different customers with the varying levels of quality and price. For example the harvester brand is aimed at the lower end of the market, whereas the Browns brand is at the other end of the spectrum, catering for the higher end customers.  

Internal Analysis

The process of performing an internal analysis is similar to that of an external analysis. Representative managers and employees from throughout the firm need to be involved in determining a firm's strengths and weaknesses. The internal analysis involves collecting information about the firm's management, marketing, finance and operations. The gathering of this information is a great benefit to managers and employees as they get to know how their work affects other areas and activities of the organisation. Performing an internal analysis is an excellent way of improving the process of communication within an organisation. (David, 1999)  

Portfolio Analysis

Campbell et al (2002 p. 107) defines a portfolio analysis as an “Underpinning concept that is a need for a business to spread its opportunity and risk. A broad portfolio signifies that a business has a presence in a wide range of product and market sectors. Conversely, a narrow portfolio implies that the organisation operates in only a few or even in one product or market sector. A broad portfolio offers the advantage of robustness in that a downturn in one market will not threaten the whole company” It is essential that Mitchells and Butlers carry out a portfolio analysis as they operate in many different markets resulting in a number of different cashflows from there brands.  

BCG Matrix

The Boston consultancy matrix identifies the relationship between market share and growth of a business. It offers a way of examining a company's portfolio of product and market interests. (Campbell et al 2002)   Mitchells and Butler would be classed as a cash cow. Being the leading operator in managed pubs they have the largest share of the market. However the market in which they are positioned is one that is maturing. Growth for Mitchells and Butlers is slow and the condition of the market is stable.   Below is a diagram which converts the BCG matrix into the product life cycle.   There are many brands associated with Mitchells and Butler which are in varying stages of their life cycle. The next stage of the report is to show an example of brands in there different stages of the life cycle. The use of this is that it allows Mitchells and Butlers to identify which of their brands are in the decline stage and come up with either new strategies/ products in order for it to grow again.  

he Life Cycle Model

GE-McKinsey Matrix

An alternative way in which to evaluate the portfolio of an organisation is by a directional policy matrix/ GE-McKinsey matrix. This matrix categorises an organisations business units into those with good prospects and those with less good prospects. The matrix positions units according to how attractive the market is in which they operate and secondly through the competitive strength of the SBU in that market. (Johnson, Scholes and Whittington, R. 2009)  

Resource Based view of Mitchells and Butler

The resource based view of a firm is a model of an organisations performance that focuses solely on the resources and capabilities controlled by a firm as sources of competitive advantage. (Wernerfelt, B. 1984, cited in Barney, J & Hesterley, W. 2006)   Resources are defined as the tangible and intangible assets that an organisation controls whereas capabilities are a “subset of a firms resources and are defined as tangible and intangible assets that enable a firm to take full advantage of other resources it controls”.( Barney, J & Hesterley, W. 2006. p.76)   Barney & Hesterley (2006) also state that there are four main categories in which resources and capabilities can be classified into four main sub categories: Financial resources, Physical resources, Human resources and organisational resources.   M & B Financial resources and Capabilities   Two loans: One of £2.3 billion which is secured against the assets and cash flow of he business. The second is an unsecured loan of £550 million from a number of major banks.   Cash generated through sales of products and services.   M & B Physical resources and Capabilities   Property, plant and equipment.   Computer Software.   Leases: Both operating leases and financial leases.   Reputation   M & B Human resources and Capabilities   Operated by an experienced senior management team.   Committed to training and investing in their employees to enable them to develop their skills and experience.   M & B Organisational resources and Capabilities   Relationships between the different levels of management.   Clear communication   Importance of team building in each business unit.   Experience of senior management.   Training programmes at operational level.   Mitchells and Butler use their capabilities to turn their resources into products or services. For instance it uses its reputation to increase its financial resources.  

Core Competencies

“Core competencies are the skills and abilities by which resources are deployed through an organisations activities and processes such as to achieve competitive advantage in ways that others cannot imitate or obtain”. (Johnson, Scholes, and Whittington, 2008. p. 97)   This is no more important than in a recession, Mitchells and Butlers needs to focus on its core competencies in order to cerate competitor advantage and steal, what is, a diminishing number of, customers.  

The VRIO Framework

VRIO is an acronym for 4 questions that can be used in order to assess the competitive advantage that can be gained from resources and capabilities. The VRIO framework allows an organisation to assess its resources and capabilities potential to create a competitive advantage. ”( Barney, J & Hesterley, W. 2006. p.76)  

The Question of Value

Mitchells and Butlers uses its resources and capabilities in order to create competitive advantage and stay the leading operator in managed pubs and restaurants. Its organisational resources and capabilities has equated to the acquiring of 239 pub restaurants from Whitbread plc in 2006. The financial capabilities plus experience of management team means that they can cope in a period of financial downturn.  

The Question of Rarity

With Mitchells and Butler being in such a saturated market where growth is very slow and product differentiation hard to achieve then its physical resources and capabilities create very little competitive advantage. It is its organisational, human and financial resources that create it. The size, experience, knowledge, training, quality, price create competitive advantage over a long period of time.  

The Question of Inimitability

This question aims at identifying an organisations strength against any competitors trying to imitate their products or services. For Mitchells and Butler although it may be easy to copy its tangible resources, it is certainly not easy to imitate their intangible capabilities. With over 100 years of experience in the pub trade gives them invaluable experience and knowledge of the industry. The senior management team has over 15 years of experience and the board of executive directors have worked on the strategy and development of Mitchells & Butlers since 1995. (mbplc.com - “our management”) [Cited 14/12/2009]  

The Question of Organisation

Although Mitchells and Butler may have competitive advantage with its resources and capabilities, in the above three questions, it can not continually create a competitive advantage unless they are an organised company. The senior management team must work together in order to create systems, policies and procedures in which each individual unit runs at its optimum level. This is done by vertical communication between the varying different levels of operation.  2.8Value-Chain Analysis  A Value chain “is the set of business activities in which a firm engages in to develop, produce, and market its product or services”. ” (Barney, J & Hesterley, W. 2006. p.83)  

Financial Information

Cash Flow Statement

The cash flow statement can be seen in appendix 3.  

Balance Sheet

The balance sheet is available in appendix 4.  

year Income Statement

Available in Appendix 5.   From analysing the above financial information, one can draw the major trends from the financial year 2008.  

Sales Trend

Analysing the 5 year review one can see a major difference in the sales trend. Turnover has increased to £1,908 million over the year which is a 0.7% increase over the financial year. However  

Profit Trend

Although there was an increase in revenue there was a significant decrease in operating profit. From the previous year there is a huge drop from £309 million to £131 million a gap of £178 million. A reason for this could be due to the amount of money they had to repay on a loan they took out to cover the costs of an abandoned joint venture.   Mitchells and Butler decided to reduce its level of “unsecured medium term debt”. (mbplc.com. 2009) Looking at the 5 year report one can see that the dividend pay out was £18 million, compared to the previous 4 years ,it is on average around £33 million less. To do this they paid an interim dividend of 4.55p per share which is represented on the income statement. This was paid on the 27th June 2009.   The short-term loan of £550m has to be paid down to £400m by the end of 2009 and then down to £300m by the end of 2010. Mitchells and Butler have managed to get the loan amount down to £475 million. The organisation is aiming to bring capital expenditure down to £120 million whilst selling some of its pubs along the way. This is a way in which they will pay back the £550 million loan, however it will have a huge effect on the size of the business and its net profit in the next financial year. (Hall, 2009)   Below is a list of further trends that were available from the corporate profile September 2009.  

Major Trends 2008

Turnover- £1,908m up 0.7%   EBITDA- £477m up 1.1%   Operating profit- £343m -   Profit before tax- £179m down 13.5%   Earnings per share- 31.5p down 11.3%   Before exceptional terms and IAS 39 movements.   Source mbplc.com- corporate profile September 2009 (Appendix 6)  

Balanced Scorecard

Financial L4L growth turnover and profit, ROI on investment and acquisition, total capital expended, rent/lease review uplifts, assignment premiums Internal Business Processes Mitchells and Butler have both long and short hold leases.   IT systems - Mitchells & Butlers is reliant on its IT systems to trade efficiently and to ensure that appropriate controls are in place  

Learning and Growth

Graduate Programs are in place for two different areas: The Corporate Graduate Scheme and the Retail Graduate Scheme   Training given at all operational levels. Employees must be able to work to the standards set by the Mitchells and Butler legacy.  

Customer

Service Standards - Service standards have a huge impact on Mitchells and Butlers success. Service standards are a key element in the choice of consumer's pub.   Employee satisfaction survey, retailer satisfaction survey, Now to Wow, mystery customer, retailer complaint levels, customer complaint levels    

SWOT Analysis

Strategic Choice

In order for M&B to develop further, they must look at the different strategic options. They need to ask themselves 5 questions:   What do we want in life?   On WHAT basis are we to compete?   WHEN do we implement these?   WHICH direction?   HOW?   Patton, F(2009)  

Porters Generic Strategies

Porters two parameters: “a company can seek to compete” and the market in which a company seeks to compete can be broad or narrow, led him to construct the three generic strategies seen below. (Thomson, 2001)   Patton, F (2009) Porter's model of generic strategies. Adapted from Porter, M(1985) Competitive Advantage: Creating and Sustaining Superior Performance.   Mitchells and Butlers uses the Differentiation strategy. It offers a range of differentiated products across a number of markets. The different brands in the organisation ensure that they appeal to the whole market. A way of expressing how M&B use the differentiated strategy is to look at the different brands and the markets they operate in.  

Cost/ Price Focus:

Crown Carveries- “Top quality carvery meals at great prices…..”  

Differentiation Focus

Harvester - “Family-friendly restaurants serving freshly-prepared grills, spit-roasts and fish dishes and the famous salad cart, included with every meal”.  

Cost Leadership

Ember Inns - “Quality local pubs providing customers with a relaxed home from home and a great range of cask ales, wines and tempting, traditional pub food favourites with a modern twist”.  

Strategy Clock  

The strategy clock was developed by Cliff Bowman. The clock is based around price and the perceived value the customer will gain from the product or service. Mitchells and Butlers can use the strategic clock to choose where they wish to position a brand or business unit. It represents different positions in a market where potential customers have different requirements in terms of value for money. (Johnson, Scholes and Whittington, 2008. p224)   Mitchells and Butler are positioned between the hybrid and differentiation stage. They aim to provide products and services that are different to that of their competitors in a range of different markets however in certain brands e.g. harvester their strategy is to offer lower cost meals.   For a more in depth explanation of Bowman's strategy clock please see Appendix 6.

The Ansoff matrix

Johnson, Scholes and Whittington, R (2009) state that the Ansoff matrix provides a simple way of showing the four different directions of strategic development. They state that an organisation starts in the top left hand box. It then has a choice between penetrating further within its existing sphere, move to the right and develop new products for its existing markets; moving downwards bringing its existing products into new markets: or move diagonally down, which involves full diversification where the organisation enters new markets with new products. Adapted from Ansoff, H (1988)   The diagram above was taken from an internet site: However the model is exactly the same across all literature.   Mitchells and Butlers strategic development direction is one which uses market penetration, market development and Product Development.  

Market Penetration

Market penetration involves the organisation taking an increased share of its existing markets with the same product range. It does not involve an organisation having to venture into unfamiliar territory. The advantage of market penetration is that it increases power over both suppliers and buyers. (Johnson, Scholes and Whittington, R 2009)   Mitchells and Butlers used market penetration as a growth strategy by building, buying and acquiring more and more pubs. It is now the leader in managed pubs and pub restaurants within the industry with around 2,000 businesses.  

Market Development

Market development involves an organisation offering existing products to new markets. This can be done by exploiting products in other markets, developing new uses for existing products or geographically spreading them into new markets. (Johnson, Scholes and Whittington, R 2009)   The Diagram in Appendix 7 shows the extent to which Mitchells and Butlers has developed in differing markets. For example Flares is very much a brand orientated around drinking and located in city centres, whereas Harvester is predominantly food led and located in residential areas. They also have a brand which has developed the market geographically. The brand “Alex” is a chain of city centre bars located in Germany.  

SFA Test

The SFA test is an abbreviation for the words, suitability, feasibility, acceptability. It is a way of scoring strategies that are being considered for the future of an organisation. The suitability test relates to the strategic fit to an organisation. The feasibility test is to see whether the strategy can actually be carried out. Finally acceptability tests to see if the strategy is acceptable to stakeholders.   Having assessed Mitchells and Butlers strengths etc a TOWS matrix can be carried out. The TOWS matrix uses the same four factors however it pairs them against each other to create competitive advantage.  

TOWS Matrix

The TOWS matrix was developed so that organisations could analyse the competitive situation of an organisation. The matrix involves four different strategies. “The TOWS matrix is a conceptual framework for a systematic analysis that facilitates matching the external threats and opportunities with the internal weaknesses and strengths of the organisation”. (Koontz & Weihrich, 2006. p. 107)   For more detail of each of the TOWS matrix strategies use Appendix 7.  

Mitchells and Butler TOWS matrix

SO Strategy

This strategy looks at combining Mitchells and Butlers internal strengths with its external opportunities. Carried out correctly, this strategy can be the most successful. According to O'Conner (2009) a rate of 52 pubs closing every week. This gives M&B, with their financial strength, to essentially buy cheap pubs and increase the business portfolio  

ST Strategy

This strategy involves the use of strengths to either cope with threats or avoid them altogether. Mitchells and Butler cope with the threat of competition in the market due to the market share it has. It is highly unlikely that a company will come into the market with a share that is big enough to rival that of Mitchells and Butler.  

WO Strategy

This strategy is aimed at overcoming organisations weaknesses in order to take advantage of its opportunities.  

WT Strategy

These strategies are aimed at minimising both the weaknesses and the threats. The way in which Mitchells and Butlers can do this is by differentiating its products and services from the threat it faces from the off trade.  

Short Term Plan.

In the current economic climate Mitchells and Butler should prioritise in retaining its market strength through its diverse range of brands. With the economy becoming weaker and weaker by the week its main priority should be retaining a customers. This can be done by price promotion on certain products and by using its resources and capabilities to differentiate it from its competitors. Maximise the value of its estate is also a key strategy.  

Medium Term Plan

Long Term Plan

Its long term plan should be one that focuses on life after the recession and the position it will be in 10 - 15 years from now. Mitchells and Butler have increased there revenue by 0.7% which shows their strength in a market which is hugely affected by the state of the economy. Implementing the same strategies as they have now which are aimed at cutting costs as well as growing the business will be a winning formula for a market leader. They should seek growth via horizontal integration of competitors, market penetration and product development.  

Conclusion

The report has analysed in detail the different strategies that Mitchells and Butler can undertake in order to grow. Through External and internal analysis, of the organisation, the report has clearly identified its resources and capabilities, core competencies, strengths, weaknesses, opportunities and threats. Drawing from all of the models used has helped to identify the direction that Mitchells and Butler is heading with its strategies.  

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51Due英国论文代写网精选Report代写范文:“Strategic management of the enterprise”，这篇论文主要描述的是企业战略管理的重要性，对于经验老道的船长来说在探索未知海域时应该多注意和观察，然后分析可能会存在的风险和不确定性因素来做出正确的决策，企业的管理亦是如此，作为企业的经理也需要去分析企业发展的市场营销环境和企业的产品定位，来制定企业发展战略，其中企业文化也是企业发展战略中重要的一部分。

Experienced captains know that navigating uncharted sea should be pay more attention to observe, analyze to predict potential risks and make proper decisions. As a manager, running an existing or setting up a new company also need these skills, strategic management helps corporate to focus ahead, understand the marketing environment and reposition business to effectively compete other companies. Corporate strategy management is related to different aspects, such as financial aspect, human resources management, organizational culture, marketing, etc. Organizational culture is one of these important aspects, which is an indispensable and intangible aspect of strategy management. The concepts of organizational culture and organizational strategy looks like different, but they have a closer relationship between each other. Normally one part of corporate success depends on the support of organizational culture to organizational strategy. Organizational culture is about expectations, values and beliefs learned and shared by the company's members and transmitted from one generation of employees to anther.

The organizational culture generally reflect the values of the founders and the mission of the company. Culture gives a corporate a sense of identity: " This is what we stand for. This is who we are. This is what we do." The culture includes the dominant orientation of the company, such as customer care at Hilton, innovation at Apple, product quality at Volvo, or R&D at HP. It often includes the many informal work rules that the staffs follow without asking questions. These work practices over time become part of a company's unquestioned tradition. The culture, therefor reflects the company's value. (Thomas, L 2012) Apple Inc does well in their organizational culture, their culture was based on an ideal that self-motivated individuals will work harder if they do not have a boss micromanaging every action. This unique and successful culture helps Apple Inc develop the most attractive products and occupy the market rapidly. (Scribd 2010)

Elements of culture - corporate artifacts, shared values, shared assumption

When you walk into a hotel, a resort, a university, a bank, what do you notice first? What do "frist impressions" tell you about the organization that you have just entered? How friendly it will be? How expensive it will be? What kind of behavior is expected of you? How will the staff approach and deal with you? Now look more carefully at the physical surroundings - what positive and negative signs, symbols and signals do you get? How exactly are these being transmitted to you? These are all aspects of organizational culture. Cultural awareness will not only lead to more effective staffs, but also get more customers or clients and increase the customers' loyalty.http://www.51due.net/writing/report/sample1607.html

There are many elements of organizational culture, but three of them - artifacts, values, and assumptions are the key elements, organizational employees create the sets of artifacts, values, and assumptions, no single element can build corporate culture. Corporate artifacts are the observable signs and symbols of an organizational culture, such as the corporate stories or legends, the organization's physical layout and the way guests are greeted, it is also a language and physical structure of the organization, the artifact may be as formal as the staff handbook or a hotel logo, or as informal as decoration in the front lobby. Artifacts are important because they offer the best evidence about a company's culture. In Hilton, there is a famous story, 80% hotels were closed down during the great depression in America.

The hotel's owner - Conrad Hilton still told his staff don't forget the etiquette, the smile is always belong to the guests. After the great depression, Hilton hotel lead into the new flourishing period and became the leader in tourism industry. (Charles Kelly 2010) Values are stable, evaluative beliefs that guide organizational members preferences for goals or plans of action in a variety of situations, such as compassion, innovation, cooperation, compassion, integrity, service innovation, and the creativity. Values could demonstrate themselves in the form of corporate strategies, goals and desired qualities. Building organizational core values can be used to guide principles and wish the employees to insist to these. For example: Lenovo which was established with 25,000 RMB investment in a guard house in China, today, Lenovo is a US$21 billion personal technology company which ousts HP as world's largest PC vendor. (Gartner 2012)

Its success mainly depends on its strategy and corporate culture, its core value - innovative spirit and customer service attract more talents and customers, which help Lenovo occupy the global market.( Lenovo 2012) Along with shared values , corporate culture consists of a deeper element - shared assumptions. These are unconscious taken for granted perception or beliefs that have worked so well in the past that they are considered the correct way to think and act toward problems and opportunities. Shared assumptions are so deeply ingrained that you probably would not discover them by surveying employees. Only by observing employees, analyzing their decisions, and debriefing them about their actions would these assumptions rise to the surface. (Steven, L. 2008)

Impact of Organizational Culture

Why do executives at Lenovo, Hilton hotel group and other companies pay so much attention to organizational culture? The answer is that they believe a strong culture is competitive advantage.

Culture is one of the most important part a corporate has, so the corporate should pay more attention to it, the impact of organizational culture depends partly on its strength. Organizational culture strength also depends on how deeply and widely staffs hold the dominant values and assumptions of company. Most staffs across all subunits hold the predominant values in a strong organizational culture, . These values are also organized by established artifacts, which make it difficult for these values to change. A strong corporate culture potentially increase corporate's success by the following three important functions: control system, which is deeply embedded form of social control that influence employee decisions and behaviors; social glue, which is increasingly important as a way to attract and hire new staff and make sure the top employees retaining; and sense-making process, it will help the staffs know what will be happening in the company.

Impact of organizational culture on tourism industry - Customers Decision

In tourism industry, the organizational culture also play an important role in its daily business, the organizational culture will have impact on the customers' decision, employees' service, the company's brand or reputation and the revenue. Organizational culture is the most basic determinant of a person's wants and behavior. It comprises the basic values, perceptions, wants, and behaviors that a person learns continuously in a society. Today, most societies are in a state of flux. Culture is expressed through tangible items such as food, architecture, clothing, and art. In the minds of millions of travelers worldwide, "hotel" means "Hilton" a place where they know they will find warm hospitality, comfort, value and rewarding recognition. This brand strength, coupled with Hilton's leading edge management systems, translates into an incredibly successful business model. Partnering with this iconic industry. The culture of Hilton hotel group helps the corporate to attract more customers and increase their customers loyalty indirectly.

Impact on Employee Performance

Corporate culture not only have impact on customers' decisions, but also on the employees' satisfaction and performance, organizational culture has the potential to increase the corporate performance and employee satisfaction, the relationship between the culture and performance are that organizational culture can have a significant influence on a company's long-term economic performance and will probably be an even more important factor in determining the success or failure of firms during the next 10 years, the impact of organizational culture is also related to the service to the guests. Organization culture is important in hotel, because it sets out a control mechanism. It influences the the relationship between the employees and how decisions are made by managers in hotel.

An example is where the hotel hire a new supervisor who make decisions without studying the organizational culture first, If the changes he makes conflict with the organization culture, it will confuse the employees' behavior. In Hilton, the hotel management do it specially, other hotel put the customers in the first place, but in Hilton, they also put their employees in the first place, not matter you are the general manager or the cleaner of the back area, they think that in the hospitality industry fulfilled guests are the direct result of a fulfilled staff. The hotel offer scholarships ,travel plans, health schemes for the employees, and trust, respect, understand their employees, create the relaxed working environment to build team spirit and good mood. Hilton elevator program, which helps the Hilton Group develop a large amount of talented, internationally mobile employees and try the best to make sure every of them to the management level during 5-8 years from starting this elevator program, also helps the corporate retain their talent employees and attract more new employees.

Impact on branding

Nowadays, the most important thing lead brands famous or not normally is their strong culture. Successful organizations often ask themselves: how do we continue grow and promote the continuation of organization culture that makes them successful? Amazon purchased Zappos.com. Why? One key reason: because of their culture and potential to innovate the customer experience on the web and "WOW" them. What are the ingredients for the kind of brand culture that will fuel your company's sales, create customer loyalty and attract the right people to work with. When company begin to create culture, people are the company's asset. A company existing in the world now consist lots of people - staffs, guests and suppliers. That's why people and what they think and feel matter now more than ever before. The look of a company's advertising, design of the web site, coolness of its mobile apps are all important, but not as important as the voice and the actions of its people. Building a strong brand culture, then, starts with the people. The culture is not 'owned' by the marketing team, it is owned by the entire company - from the CEO to the customer service rep and everyone in between. And companies that nurture a distinct brand culture in the workplace will become a distinctive brand in the marketplace. Focus on developing your people and relationships and everything else will follow.

Impact on leadership

Organizational culture can have impact on customer's decision, employee performance and corporate brand, it also can influence the leadership, leaders is created by the culture; culture created by its leaders, Leaders are supposed to be in charge of organizations, but the organizational culture also have huge impact on their decision-making in the workplace. If the leaders want to change something in company, their styles of leadership should be adjusted strategically and accommodated the organizational culture. Leaders have the roles to decide the daily business and program of activities according the basic assumption of the organizations.

If the subordinates' behavior are in accordance with the program outlined by the leader the value obtained is high, and vice versa when the behavior of individuals within the organization is far from the truth as set forth in the work program by the leader, then its value is low. Leadership is about supervising and guiding the following employees towards a unified standard or target, by broadcasting as a positive impact and using motivational strategies. Leaders can be used to lead corporate through organizational, operational, structural and operational reforms.This phenomenon can be said to be similar to the growth phase of organization proposed by, especially in the second growth phase in which an organization grew on the basis of guidance (direction) of a leader that has been agreed upon by the organization.

The phenomenon can be turned around, meaning leader could be created by the organizational cultural when the leader is born as a successor (succession) in an organization in which the organizational culture has taken hold and has become part of the life of the organization. An example is in the organization of government. A country or government was born from the foundations of the Constitution and the philosophy of life in which the state constitution and the philosophy of life is the basic assumption of the government culture. New leader as the next generation will continue the previous leadership with the basic assumption that the new leader as the successor will hold and preserve the culture of the organization. It can be said that new leader was being created by the organizational culture. This thinking has been proven by. In his research, he found that the differences of the dimensions of transformational leadership, especially is on the charisma and inspirational motivation. U.S workers have greater leadership on the variables that focus on the vision, expected future, optimism, and enthusiasm in achieving business results. While in Germany, workers have less charisma and initiative. But there is no difference in terms of transactional leadership. Some cultural values may also predict leadership style, but only in small portions. This explains that cultural values have little affect on the leadership.

How to learn culture?

Building organizational culture should be taken long time, thus let the employees learn the organizational culture also be difficult, Culture is broadcast to staffs in many ways, the most efficient methods are the stories, material symbols, language and material symbols. Numerous of senior Nike executive spend lots of time to be a company storytellers to promote their organizational culture. And these stories they convey are about the Nike history. The executives always tell a story about their co-founder Bill Bowerman, he poured rubber into his wife's waffle iron to create a better running shoe, this story is about innovation sprite of Nike. When the new employees hear the story of Chinese runing star Liu Xiang's battles to be succeed in winning champion at the 100-meter hurdle race, especially he used Nike's equipment, this stroy tells the new hires that Nike's commitment to helping athletes. These stories are circulated through many retail shops and companies. Normally they will tell a narrative of stories about he companies co-founders, reductions in the workplace, rags-to-riches successes, relocation of employees, reaction to reduce the mistakes. The stories explain legitimate current practices and describe history.

Rituals are repetitive sequences of activities that express and reinforce the key values of the organization - what goals are most important, which people are important, and which people are expendable. One of the better-know is Walmart's company chant. Begun by the company's founder, Sam Walton, as a way to motivate and unite his workforce, "Gimme a W, gimme an A, gimme an L, gimme a squiggle, give me an M, A, R, T!" has become a ritual that bonds workers and reinforces Walton's belief in the value of his employees to the company's success. Similar corporate chants are used by IBM, Ericsson, Novell, Deustsche Bank.

Many organizations and subunits within them use language to help members identify with culture, attest to their accpetance of it, and help preserve it. Unique terms describe equipment, officers, key individuals, suppliers, customers, or products that relate to the business. New employees may at first be overwhelmed by acronyms and jargon, that once assimilated, act as a common denominator to unite members of a given culture or subculture. If you are a new employee at Boeing, you will find yourself learning a unique vocabulary, including Boeing online data, etc.

Conclusion

Organizational culture has three main functions. It is the "bridge" that connect people together and makes them feel part of the organizational experience. corporate culture helps employees make sense of the workplace. Third, It is also a deeply embedded form of social control. Organizations with strong cultures normally perform better than those with weak cultures, but only when the cultural content is suit for the company's environment. Also, the culture should not be so strong that it drives out dissenting values, which may form emerging values for the future. As a manager, you can help the company shape the culture. All managers work together and can especially do their part to consider spiritually and its role in creating a positive organizational culture and to create the organizational culture. Often you can do as much as to shape your organizational culture as the culture of the organization shapes you.

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