Effective Leadership of Virat Kohali-Free-Samples-Myassignmenthelp

Question: Discuss about Effective leadership. Answer: Leadership is important in every business association that we indulge in today. The world has reached its current position due to the presence of flamboyant leaders. Today, celebrities exist in every field. Be it sports, management, dancing, acting or singing. In every industry, there are a few people who have made a significant mark through their charismatic personality, immense talent and extreme hard work. One such celebrity is Virat Kohli who is currently the captain of the Indian international cricket team. The man started his career at the young age of 18 by playing for the country. He is well known for his talent, batting skills and sportsman spirit. He holds a large number of cricket related records in the world. He is often criticized for his aggressive game yet has a massive fan following through different parts of the world. Kohli has an exceptionally strong brand image. The player has not only leveraged this on his game but has also effectively used this image to address various social issues. Virat Kohli Foundation was established in the year 2013. The organization is aimed at helping underprivileged children who are suffering below the poverty line, cannot get education or do not have a source of employment. The foundation conducts events to raise money for these children and helps them get a better life with improved living conditions and basic school education. Virat Kohli Foundation has tied up with various NGOs in India in order to create awareness about the extent of poverty in India. The foundation provides supports to these NGOs by raising funds and assisting their campaigns. The Virat Kohli Foundation also owns the All Heart Football Club which plays for Humanity. The foundation works for children and celebrates sports. This demonstrates Virat Kohlis passion for sports. Kohli is often criticized for the aggression that he demonstrates in his games. Such acts of kindness and philanthropy help the cricketer set the right positioning in the minds of consumers. Kohli is also often seen auctioning his items (bat, ball, clothes, and helmet) in order to raise money for the underprivileged. The cricketer recently married leading Bollywood actress Anushka Sharma. The much talked about couple decided to sell their wedding pictures to raise money for charity. Virat Kohli is a celebrated leader in India and abroad. AS a leader, it is important to understand selfs impact on the world and its people. The Virat Kohli foundation is a perfect example of his leadership integrity, as the foundation demonstrates Kohlis sensibility and sensitivity towards leading social issues that corrupt the society today. The steps taken by the foundation evidently reflect his efforts to cater to the needs of those who are underprivileged. Leadership integrity of any leader can be demonstrated by his efforts to make the world a better place through his resources, brand image and talent (Dhandhnia Tripathi, 2017). Virat Kohli foundation does exactly that. It is true that these acts are backed by integrity but at the same time they act as promotional strategies. But clearly, they have a massive impact on Kohlis brand image. Kohli has been praised across all social media platforms, leading newspapers as well as magazines for his social deeds. Healso uses social media tools like Instagram, Facebook and Twitter to promote these activities (Solomon Tuten, 2017). He has received positive responses from his fans. The establishment of the foundation has also benefitted Kohli by further strengthening his brand image as well as giving him an opportunity to work with leading brands that depict a similar value set through their products. These corporate associations have further enhanced Kohlis brand awareness as well as added to his net worth. Leadership is a crucial issue. Leaders across the world have immense power and it is imperative that they must utilize that power and impact to make a change in the world that we live in. These leaders are also benefited by their own philanthropic efforts as these efforts add on to their brand image (Escalas Bettman, 2015). Virat Kohli is a profound celebrity who is recognized across a globe because of his immense talent and hard work. He is the captain of the India Cricket Team and besides being a charismatic leader, he is also the founder of Virat Kohli foundation which has been working towards uplifting the underprivileged children. These steps by the cricketer have earned him immense respect across his fans globally and have also been effective in enhancing his brand image and popularity. References Dhandhnia, K.A. and Tripathi, S., 2017. Emotional Branding Through Celebrity Endorsements. Driving Customer Appeal Through the use of Emotional Branding, p.273. Escalas, J. E., Bettman, J. R. (2015). Brand relationships and self-identity: Consumer use of celebrity meaning to repair a compromised identity. Strong brands, strong relationships, 81-94. Tuten, T. L., Solomon, M. R. (2017). Social media marketing. Sage. Virat Kohli Foundation, 2018, Charity gala dinner for the empowerment of children and youth, https://www.smilefoundationindia.org/virat-kohli/, retrieved on 22 February, 2018.

Russia Essay Example For Students

Russia Essay Comparative Politics Gerard ChretienRUSSIA: POLITICAL STRUCTURE:Summary: Why the democratic structure in Russia is proving to be unsuccessful. INTRODUCTION:The Soviet Union collapsed in 1991, disintegrating into thirteen different states. Ever since the political structure of Russia has been viable and lacks stability. Many reasons can be cited for this instability out of which the bearish economy and a shaky democratic system are the main causes. ANALYSIS:The reforms taken after Russias disintegration have yet to be proved fruitful. The economy is in no better shape then before and politically Russia has great set backs in the name of the ongoing war with Muslim freedom fighters in Chechnya. The most important factor that needs to be established is economic growth. Successful economic development will ease the transition and enable violence and dissention among the races very avoidable. If resources are abundant and properly distributed then multiple markets can grow. However, when resources run scarce and competition arises for limited assets then violence and animosity become the only plausible alternatives. If two industries fiercely compete for limited resources then one is likely to be forced out of the market. A sound and developing economy is essential for the happiness and orderly conduct of the people (Barner-Barry Hody, 1995)(1). Another problem cited in the progress is the difficulty of transition from communism to democracy when the government officials are trained in the old system. The process of privatization requires lengths of time and willingness of the people to take upon the businesses for which they require full governmental protection, easy paper work and full rights over their property. If Russia is to make the transition, it must rediscover civil society (the informal network of family, church, service organization and the like). Strong civil society provides the political culture that supports liberal institutions, but the Communist Party deliberately destroyed many elements of civil society to ensure party dominance. Russia faces moral, economic, and legal gaps in its civil society. Hence Russia has a difficult road to achieve democracy.(2)It was a widely held belief that with the fall of the Soviet Union Russia would make a rapid transition into democracy and free markets. This overlooks the crucial role of political culture in shaping and supporting political and economic institutions. Russia did not have the political culture appropriate to western-style institutions and so became chaotic and lawless. For Russians, democracy became a dirty word, as it symbolized Russias troubles. Yet turning back is impossible, for communist ideology and the promise of a futur e socialist utopia are no longer credible. Without a vision, opportunism has run rampant.(2) CONCLUSION:To boost its economy and stabilize the government Russia must undertake the will of its people and give confidence to investors from abroad. Russia must have a strong civil society, where people all understand one another and have strong family systems. Politically Russia should stop ongoing aggression and concentrate on the home front. Bibliography: (1)Barner-Barry, and Hody. The Politics of Change: The Transformation of the Former Soviet Union. New York: St. Martins Press, 1995. (2) Michael G. Roskin Countries and Concepts Seventh Edition

[U NIVERSITY OF CENTRAL PUNJAB] (FSD CAMPUS) Essays - Software

[U NIVERSITY OF CENTRAL PUNJAB] (FSD CAMPUS) PROJECT REPORT OF CALCULUS!! C-SHARP GROUP MEMBERS SUBMITTED BY . MUHAMMAD DANISH [REG # 0064] MUHAMMAD ALI [REG # 0084] SALEH MUHAMMAD KHAN [ REG # 0005] SUBMITTED TO. PROF. MAHEEN ZEHRA PROJECT NAME: MEGA CONVERTURE CONVERTURE INCLUDE IN MEGA CONVERTURE: CURRENCY CONVERTURE TEMPREATURE CONVERTURE MASS CONVERTURE APPLICATION / TOOLS / SOFTWARE USED IN PROJECT : VISUAL STUDIO 2012 NuGet Official package tools SUBJECT RELATED CALCULUS 2 (INTEGRAL ALGEBRA) C-SHARP (VISUAL STUDIO) DESCRIPTIO N OF PROJECT : Currency Co n verter: Currency converter is basic tool to convert different currencies into currency we owned . Currency converter is totally coding base . Our Currency converter shows output on W indows form . C urrency converter will convert most available currencies in the mart . Our currency converter is a manual base so custom can select the value of currency manually . E asy to use and enhance the User experience . Figure SEQ figure \* ARABIC 1 shows Currency Converter TEMPREATURE CONVERTER: Temperature converter is basic tool to convert different temperature units into specific unit . Temperature converter is totally coding base . Our temperature converter shows output on Windows form . Temperature converter will convert Celsius to kelvin and Fahrenheit, kelvin to Celsius and Fahrenheit and Fahrenheit to kelvin and Celsius . Our temperature converter is a manual base so custom can select the value of temperature manually. Easy to use and enhance the User experience. Figure SEQ figure \* ARABIC 2 show Temperature converter MASS CONVERTURE : Mass converter is basic tool to convert different Mass units into specific unit. Mass converter is totally coding base . Our Mass converter shows output on Windows form . Mass converter will convert kilograms to pounds and Pounds to Kilograms .Our Mass converter is a manual base so custom can select the value of Mass manually. Easy to use and enhance the User experience. figure SEQ figure \* ARABIC 3show Mass Converter 177451072822200 1751960112049200 Figure SEQ figure \* ARABIC 4 Circular Progress bar Loads Forms WE HOPE TO SUBMITT OUR PROJECT (MEGA CONVERTER) BEFORE EXAMS. INSHA_ALLAH . REGARDS MUHAMMAD DANISH (0064) MUHAMMAD ALI (0084) SALEH MUHAMMAD KHAN (0005)

Fatty Arbuckle Scandal and Trials

Fatty Arbuckle Scandal and Trials At a raucous, three-day party in September 1921, a young starlet became severely ill and died four days later. Newspapers went wild with the story: popular silent-screen comedian Roscoe Fatty Arbuckle had killed Virginia Rappe with his weight while savagely raping her. Though the newspapers of the day reveled in the gory, rumored details, juries found little evidence that Arbuckle was in any way connected with her death. What happened at that party and why was the public so ready to believe Fatty was guilty? Fatty Arbuckle Roscoe Fatty Arbuckle had long been a performer. When he was a teenager, Arbuckle traveled the West Coast on the vaudeville circuit. In 1913, at the age of 26, Arbuckle hit the big time when he signed with Mack Sennetts Keystone Film Company and became one of the Keystone Kops. Arbuckle was heavy- he weighed somewhere between 250 and 300 pounds- and that was part of his comedy. He moved gracefully, threw pies, and humorously tumbled. In 1921, Arbuckle signed a three-year contract with Paramount for $1 million- an unheard-of amount at the time, even in Hollywood. To celebrate just having finished three pictures at the same time and to celebrate his new contract with Paramount, Arbuckle and a couple of friends drove up from Los Angeles to San Francisco on Saturday, September 3, 1921, for some Labor Day weekend revelry. The Party Arbuckle and friends checked into the St. Francis Hotel in San Francisco. They were on the twelfth floor in a suite that contained rooms 1219, 1220, and 1221 (room 1220 was the sitting room). On Monday, September 5, the party started early. Arbuckle greeted visitors in his pajamas and though this was during Prohibition, large quantities of liquor were  being drunk. Around 3 oclock, Arbuckle retired from the party in order to get dressed to go sight-seeing with a friend. What happened in the following ten minutes is disputed. Delmonts version:Bambina Maude Delmont, who frequently set-up famous people in order to blackmail them, claims that Arbuckle herded 26-year-old Virginia Rappe into his bedroom and said, Ive waited for this a long time, Delmont says that a few minutes later party-goers could hear screams from Rappe coming from the bedroom. Delmont claims she tried to open the door, even kick it in, but couldnt get it open. When Arbuckle opened the door, supposedly Rappe was found naked and bleeding behind him.Arbuckles version:Arbuckle says that when he retired to his room to change clothes, he found Rappe vomiting in his bathroom. He then helped clean her up and led her to a nearby bed to rest. Thinking she was just overly intoxicated, he left her to rejoin the party. When he returned to the room just a few minutes later, he found Rappe on the floor. After putting her back on the bed, he left the room to get help. When others then entered the room, they found Rappe tearing at her clothes (something that has been claimed she did often when she was drunk). Party guests tried a number of strange treatments, including covering Rappe with ice, but she still wasnt getting any better. Eventually, the hotel staff was contacted and Rappe was taken to another room to rest. With others looking after Rappe, Arbuckle left for the sight-seeing tour and then drove back to Los Angeles. Rappe Dies Rappe was not taken to the hospital on that day. And though she didnt improve, she wasnt taken to the hospital for three days because most people who visited her considered her condition to be caused by liquor. On Thursday, Rappe was taken to the Wakefield Sanitorium, a maternity hospital known for giving abortions. Virginia Rappe died the following day from peritonitis, caused by a ruptured bladder. Arbuckle was soon arrested and charged with the murder of Virginia Rappe. Yellow Journalism The papers went wild with the  story. Some articles stated Arbuckle had crushed Rappe with his weight, while others said he had raped her with a foreign object (the papers went into graphic details). In the newspapers, Arbuckle was assumed guilty and Virginia Rappe was an innocent, young girl. The papers excluded reporting that Rappe had a history of numerous abortions, with some evidence stating she might have had another a short time before the party. William Randolph Hearst, the symbol of yellow journalism, had his  San Francisco Examiner  cover the story. According to Buster Keaton, Hearst boasted that Arbuckles story sold more papers than the  sinking of the Lusitania. The public reaction to Arbuckle was fierce. Perhaps even more than the specific charges of rape and murder, Arbuckle became a symbol of Hollywoods immorality. Movie houses across the country almost immediately stopped showing Arbuckles movies. The public was angry and they were using Arbuckle as a target. The Trials With the scandal as front-page news on almost every newspaper, it was difficult to get an unbiased jury. The first Arbuckle trial began on November 1921 and charged Arbuckle with manslaughter. The trial was thorough and Arbuckle took the stand to share his side of the story. The jury was hung with a 10 to 2 vote for acquittal. Because the first trial ended with a hung jury, Arbuckle was tried again. In the second Arbuckle trial, the defense did not present a very thorough case and Arbuckle did not take the stand. The jury saw this as an admission of guilt and deadlocked in a 10 to 2 vote for conviction. In the third trial, which began on March 1922, the defense again became pro-active. Arbuckle testified, repeating his side of the story. The main prosecution witness, Zey Prevon, had escaped house arrest and left the country. For this trial, the jury deliberated for only a couple of minutes and came back with a verdict of not guilty. Additionally, the jury wrote an apology to Arbuckle: Acquittal is not enough for Roscoe Arbuckle. We feel that a great injustice has been done him. We feel also that it was our only plain duty to give him this exoneration. There was not the slightest proof adduced to connect him in any way with the commission of a crime.He was manly throughout the case and told a straightforward story on the witness stand, which we all believed.The happening at the hotel was an unfortunate affair for which Arbuckle, so the evidence shows, was in no way responsible.We wish him success and hope that the American people will take the judgment of fourteen men and women who have sat listening for thirty-one days to the evidence that  Roscoe Arbuckle  is entirely innocent and free from all blame. Fatty Blacklisted Being acquitted was not the end to Roscoe Fatty Arbuckles problems. In response to the Arbuckle scandal, Hollywood established a self-policing organization that was to be known as the Hays Office. On April 18, 1922, Will Hays, the president of the new organization, banned Arbuckle from filmmaking. Though Hays lifted the ban in December of the same year, the damage was done Arbuckles career had been destroyed. A Short Come-Back For years, Arbuckle had trouble finding work. He eventually began directing under the name William B. Goodrich (similar to the name his friend Buster Keaton suggested Will B. Good). Though Arbuckle had begun a come-back and had signed with Warner Brothers in 1933 to act in some comedy shorts, he was never to see his popularity regained. After a small one-year anniversary party with his new wife on June 29, 1933, Arbuckle went to bed and suffered a fatal heart attack in his sleep. He was 46.

Global Marketing Essay Example | Topics and Well Written Essays - 1000 words

Global Marketing - Essay Example egments, selecting one or more attractive market segments and deciding on the appropriate and effective market strategies to implement in these segments. The next step following target marketing is positioning, which refers to the process of creating a brand image, in consumers’ minds, that is unique, distinct and clearly different from that offered by competitors. Successfully positioning relies on the development of effective differentiation strategies. Differentiation is an aspect of marketing that entails development of unique strategies, which are difficult for competitors to imitate. There are several bases and approaches to market segmentation (Lynn, 2011). Firstly, marketers may use demographic variables including income, age, gender and education level. Secondly, marketers may use psychological variables including values, opinions, attitudes and interests. Thirdly, behavioral variables such as channel usage, brand preference, purchase frequency and media habits may also be used. Fourthly, segmentation may also be based on geographic variables including nation, state, region or neighborhood type. Dibb (1999) observes that apart from these variables, marketing experts also determines the attractiveness of the various market segments in relation to the responsiveness of customers to the marketing strategies, accessibility of the segments in terms of product distribution and communication, size and stability of the segment. Havaldar (2005) observes that market segmentation process involves three key steps namely market research, segment analysis and creation of segment profiles. Market research involves collection of relevant and appropriate information about the market. Typical information collected includes buyer purchase considerations, current and future market needs, competitor information and customer buying behavior. Once market data is collected, Havaldar argues that it is necessary to analyze and refine this information using analysis tools such

Affluent Society Essay Example | Topics and Well Written Essays - 2000 words

Affluent Society - Essay Example The paper will also review the most important benefits and drawbacks of sub-urbanization and affluence for Americans in the 1950s. The suburban consumers in the 1950s gained much affluence due to the economic prosperity of the US during the period. There was an increase in luxury expenditure and increase in consumer values due to increased enlightening of the suburban population. Prior to the period of 1950s consumer values did not have much dominance in the United States of America. Affluence was not of much meaning before this period. It was during this period that the people of the United States of America gained confidence in the affluence. Material conformity was brought about by mass marketing and consumerism despite that fact that the US market was consisting of people with different characteristics and abilities. Conformity seemed to be the norm in social aspects such as religion and gender roles. The 1950s is commonly referred to as the decade of economic boom. This is a decade that came immediately after the end of the World War II. Therefore, Americans were so eager on spending their money on things that they could not access during the period of war. There wasthe growth of the industries that existed even before the war began. Good examples of such industries are automobiles and steels. There was also growth of new industries such as plastic, electronics, and computers. This is a clear indication that there was an increase in the availability of employment opportunities in the US. There was a resulting increase in workers’ wages and benefits1. This implies that the people of the United States of America were in a better position to spend money on things that were previously termed as luxuries. A research carried out by the Corning Glass company in the 1950s used American women to evaluate the possible performance of their coffee in the market. The research showed just shows the extent to which the specification of customers mattered

Evaluation of the existing operations

Evaluation of the existing operations Introduction In the initial part of this report, I critically evaluate the existing operations and identify areas of improvement in the system. While undertaking this process, I have also identified some problems in the existing operations, and have suggested some approaches to overcoming them, in line with modern approaches. I have chosen to undertake an analysis of the operations of TBS Publishers Distributors for my work. Methodology The information in this assignment is largely sourced from the primary source of information. I personally visited, observed and conducted various surveys and interviews with employees, management and customers for undertaking this assignment. Various websites, journals and online materials have been researched for undertaking this work, though primary source of information is stresses more and given more significance. I have approached this whole assignment, applying the principles and concepts of Total Quality Management (TQM), i.e., through continuous assessment and improvement of the whole operations system and looking at it holistically from customers perspective, as well as demanding the consistent participation of all the stake holders involved in the continuous improvement of Quality. The Quality Circles approach and Quality Function Deployment (QFD) has also been applied/recommended to suggest resolution of quality issues that might arise while implementing TQM. Scope and introduction to the problem TBS is one of the top selling book shops in Calicut, India. During peak seasons and the launch of bestselling titles, there is tremendous waiting time for customers, resulting in customer dissatisfaction and decreased/lost customer loyalty. After detailed analysis of the operations system (explained in the later part of this report), it was found that the high waiting time for customers was due to the inefficient forecasting of demand, which also contributed to insufficient number of employees. This could be solved by non-adoption of latest modern forecasting methods, as well as integrating all the various resources of the company by implementing an advanced Enterprise Resource Planning software solution such as SAP or Peoplesoft. About the company According to its website, TBS is a leading provider of books, music, and other educational services and products in the state of Kerala in India[1]. Kerala is located in South India, and is renowned for its high literacy rate and its advancements in modern educational institutions. TBS have become one of the top book-stores and publishers in Kerala with revenues estimated to be over INR 20 million by their unique combination of customer service, innovation, efficient operations and cost competitiveness. [2] TBS is headquartered at Calicut in northern Kerala and has branches spread across Kerala in places like Kannur, Kottayam, Trivandrum and Trichur. It also has a vast network of agents across Kerala through which it distributes its products. TBS also sells office stationery, all types of lab equipments, raw materials for labs including chemicals, surgical items and apparatuses, equipment for   small industries, computer and IT components, sports   and athletic goods.[3] 80% of TBS revenues, and 85% of its profits are estimated to be from its books business alone, and hence this piece of my operations management work focuses on the books business alone, and whenever a specific shop location has to be mentioned, the main bookstore of TBS at Calicut is taken as reference.[4] Total Quality Management (TQM) TQM helps in the delivery of highest quality standards and the subsequent increase in operational efficiency and effectiveness. Thus, TQM constitutes the following: strategy implementation, plans and operational strategies for bringing together all the relevant practical quality control methodologies (Quality Assurance, Reliability Analysis, Statistical Quality Control, Random Sampling Inspection, etc) with the entire organisational mechanisms encouraging the consistent and continuous quality improvement. TQM concentrates in the entirety of the whole system and not just in its individual parts. Failure could be caused by various factors such as culture clashes/shortfalls, teamwork related issues, leadership and management issues, HR related issues, individual motivation issues and employee commitment issues, and other psychological and social issues as well as skills shortage or inadequacies of technical manpower and equipments.[5] Under TQM, customer is the primary focus, and every aspect of improvement is to be seen from a customers perspective. A holistic approach is used from an overall organizations perspective, and the customers are the most crucial and focus point of the whole approaches, and they are treated as the vital component of the whole operations. All stake holders must work together to achieve its objectives, i.e., a holistic approach with customers as the focal point, and involving all stake holders of an organization. Thus empowerment of employees as well as their team work is very critical for this approach to succeed.[6] Customer Satisfaction Survey According to David Garvin, eight characteristics that customers are interested are the following[7]: Since Customers are the central focus of TQM, a customer satisfaction survey was conducted with a sample size of 250 customers based on a survey questionnaire, to find out what matters most to the customers. In this survey conducted to evaluate the above parameters, it was observed that Features and Performance were the main lagging indicators, and there was much scope for improvement in these areas. The following chart demonstrates the customer satisfaction index (out of a total score of 10), the blue being the present score and red showing the areas which has scope for improvement. Analysis of Operations Processes under consideration The operations of TBS was analysed using the concepts of TQM (Total Quality Management). TBS could be categorized into a mass service business, with high capital investment and high volumes, medium variety of service offerings and low level of customization for its customers. The basic business proposition of TBS is that of a service provider of quality books and other services from the publishers to the potential end customers (Figure 1). TBS business can also be classified as a service business involving both Transformation of Place and Transformation of Ownership operation. Transformation of place because this business involves a great amount of storage and transportation, and Transformation of Ownership because it involves the change of ownership from TBS to the end customer. The Value Generation Process / The role of customers in the system Applying the principles of Total Quality Management (TQM), the customers play a major role in TBS business since the business of educational services in Kerala is highly competitive, with a lot of small bookstores and a greater competition from pirated books market. There is usually no intellectual property rights or exclusivity agreements, and hence almost all leading book stores in this market offer the same product services. However, TBS has managed to have a competitive positioning in this market, by ensuring a loyal customer base. By helping end-customers buy magazines, lab equipments, CDs, books and other educational items, in a very straight-forward and effortless method, TBS generates value for its end customers. Again applying the principles of TQM, for any efficient organization to succeed in the long term, they must offer a bargain for both itself and the customer. This bargain in this case, could be explained in figure 2: The value generating model could be characterized by the five key tenets (Figure 3) as per the model of service management system[8] by Normann. Applying the principles of TQM, it can be seen that People, Systems and Processes should work in perfect harmony with each other, under a conducive culture, effective communication and excellent commitment from all stakeholders, as described in Figure below: Market Segmentation The demographics of end customers of this educational market segment transcends across occupations, genders, ages and financial conditions. The key distinguishing feature is the need of these end customers for TBS educational products. By applying the principles of TQM, in my observations, it was found that the categories of customers that shop at TBS are (figure 3): Service blue printing technique[9] By using the service blue printing technique[10] of Zeithaml Bitner (2003), the following process maps in the next few pages demonstrates the various buying flow map of TBS various customer segments. The various type of customer segments found were: Focussed Customers Topical Customers Unfocussed Customers These are explained in detail in the next few pages. Focussed Customers these were customers who knew precisely what product they would like to buy, seek advice from the customer service personals on its price and stock availability and then make the buying decision. These customers usually only bought the precise product they came looking for, and would spend very little time in the store. The frequency of purchases made by this segment of customers were found to be very high, compared to the other two segments. Topical Customers these were customers who were interested in particular topics. However, they usually are not aware of a specific title/product. They would directly go to the appropriate section of the store, look at various titles under that topic and the various offers etc, and finally make a decision on which title /product to buy. The frequency of purchases made by this segment of customers were found to be lower than Focussed Buyers, though much higher than Unfocussed customers. Unfocussed Customers These were completely random customers, who came to the store without having any plan on which title or topic to buy. They would randomly go through various sections of the store, and make impulsive purchasing decision. The frequency of purchases made by this segment of customers were found to be very low, compared to the other two segments. Service Concept Applying the principles of Total Quality Management (TQM), the service concept of TBS can be classified based on the identified customer segments into Core services and Peripheral services Core: a. Location vital for any book store. TBS in Calicut is situated very close to a busy bus terminal and a leading supermarket, thus making it a very convenient and accessible spot for customers. b. Information counter/desk it is very essential and important because it helps TBS customers make decisions on which CDs, books or other educational products they need to buy, its location in the store and its inventory status. c. Variety a vast number of different services and books are offered at each TBS store, helping customers select their based on their individual preferences. d. Customer care facility    TBS offers excellent customer care facility to serve their customers. For this, they employ: e. Ease of reading/browsing The store layout has been carefully designed in such a manner that the customers can search efficiently and effectively e.g. adventure books by author, Playstation CDs by release date etc. Peripheral: Posters, Newsletters and other communications helps to enhance TBS visibility and information services by providing helpful information to customers. Sofas TBS always encourage customers to spend more time in their stores. They have realized that, more time customers spend in the book store, the more they purchase. Sofas are provided inside the store for reading the books in comfortable areas. Internet Connectivity There is Wireless Internet (WiFi) inside the TBS stores, giving additional revenues to TBS. It also attracts a lot of new and potential customers to the stores, especially travelers and tourists who want to access the internet. Coffee shop inside the stores Customers use this additional facility as it enables them to spend more time inside the store by having some refreshment during or after shopping. This facility also attracts potential new or future customers to the store. Delivery System In line with the principles of TQM, for delivering maximum value to its customers, TBS has designed and implemented a delivery system which is sketched out in Figure 4. The main components of this system include: For catering to ever changing customer needs and demands, TBS has ensured that it maintain many distinct layers of inventory. In each store, a back-office inventory is always maintained, to ensure availability of much demanded books, whose availability is important to prevent lost sales); also local warehouses are also maintained, enabling TBS to ensure that realistically fast-selling books are available in a timeframe of a maximum of 2 days; a central warehouse is also maintained to ensure that specialized books are stored, for those books that end-customers usually have to wait up to a maximum time frame of 5 days. TBS views inventory as both an asset and an insurance/guarantee against fluctuating demand, which is common in this turbulent market. However, the large amount of inventory at any point of time in their supply chain costs a lot for TBS, including: Physical/Geographic location: This is a very important factor of its business, because TBS relies primarily on end customers who visit its stores. With more customers visiting its stores, the more probability of sales. Also, it was observed that many new customers who primarily visit the stores coffee shop become buyers of TBS other product offering. TBS has a characteristic store plan/layout system, in which titles are grouped into topic (history, economics, politics etc), category (Posters, Blue-rays, books etc) and genre (comics, film etc). TBS also has different parts for specials such as new arrivals, offers/sale etc. to help customers. In addition, facilities such as sofas, coffee shop within the store, clean premises including passenger lifts and toilets. Also, other intangible factors such as a bright   and open atmosphere, large passages, passenger lifts and meticulously designed and implemented book-organization helps make it a comfortable experience for end customers. TBS has always ensured that good relationships with their vendors, suppliers, and publishers are maintained. This ensures more author visits, timely availability, higher priority treatment for new releases, and excellent price bargains from these vendors/publishers. Critical Evaluation of TBS operating and service delivery system For measuring the true most important strengths of TBS operating and service delivery system, it has to be assess at different levels: Based on my personal observations of the TBS bookstore and the feedback obtained with the interviews and interactions about the different kinds of customers who frequent TBS, the effectiveness of the operations management system could be evaluated by the following main criteria: a. Variety:   TBS end customers demand a vast variety of products including Books, CDs and magazines, and variety inside each of these categories as well. Hence, TBS has to ensure a right mix of volume as well as variety of CDs, magazines and books. TBS does not have a demand forecasting system right now, and hence it is very difficult to make any reasonable and accurate forecasting of demand in the near future. b. Availability: The buying decision of any customer is highly dependent on the ready availability of the product. In case the product they are looking for is not available, it is possible that the customer might buy it from its competitors. This is especially critical because TBS stresses a lot on customer retention and loyalty. c. Customer service experience: The customers overall experience in the store has to be pleasant, and is a very important factor. TBS ensures the availability of different ranks of customer-care service staff, who are well versed with specialist knowledge. Each of them serve about 6-7 customers/hour, and each customer on an average spends 6-10 min at the customer-care counter. TBS provides extra facilities such as a coffee shop, sofas, very clean wash rooms, baby feeding rooms and toilets. It was observed that almost 30% of the customers visit the coffee shop on course of their shopping experience in TBS. d. In-store promotions: These include promotions such as buy 1 get 1 free, festival celebrations, discounts, celebrity visits and authors book signing events. During my observation for two hours (2-4pm on a Saturday), 25 in 92 customers opted for a book which was under the promotions section. e. Purchase quantity per customer About 35% of customers purchased a minimum of 1 Magazine/CD/book. As described in Figure 6, we could plot a matrix to identify the various type of customers based on the amount of time they spent in the store, and the number of purchases they made. TBS uses this matrix to identify the most profitable high value customers as well as the least profitable unprofitable customers. The operational efficiency of the system determines the long term success of a business such as that of TBS. This could be evaluated and measured in various ways: a. Inventory flow is crucial for a fast-moving business such as educational books. Success is not defined by the quantity of books stocked in each store. But, how fast the product is transferred from the supplier/vendor to the end-customer determines the ultimate success of the business rather than finding the total number of books stocked. b. We must remove any bottlenecks that are there in any operations system. In the case of TBS, the main bottlenecks identified are: Bottlenecks in Supplier stage It is difficult to obtain enough quantities of some best seller books (especially those around which a hype is created even before the launch) from the supplier, as they are sought after by all book sellers, thus resulting in lost sales. This is the case especially during the initial launch of books (Eg: Harry Potter books). Bottlenecks in in-store Queuing system Customers are very demanding it terms of the time they spend in a queue in a shop, due to the fast lifestyles and increasing availability of online book shops. During my observations, it was found that the average dispensation time for each end-customer was 1.5 minutes, and the average queuing time was 6-8 minutes. Bottle neck in Customer care desk Customer satisfaction is very important in a highly competitive business such as book stalls. Any lack of customer care personnel, or the quality of service offered, could result in lost sales. The number of customer care personnel in TBS was limited during peak hours, and each customer during peak hours had to wait for an average of at least 3 minutes before he/she got some kind of help/support. c. Inventory Forecasting In the books business, it is crucial to effectively forecast demand and manage an optimum level of inventory in the whole system, i.e., both in-store and in warehouses. It must be able to predict much in advance, the expected peaking of sales (for eg: Cake cooking books during Christmas season or sports magazines during the time of a major sports event). TBS does presently this by using a multi-stage inventory, and promotional free home delivery offers during such peak periods. Suppliers as well as buyers possess enormous amount of power in the educational book industry. To have a profitable business, the books selling companies sign prior long term agreements with different stakeholders: a. Contractual agreements with publishers The negotiations with publishers are centered around the following areas: b. Business factors Book stalls has to consider other factors such as employee salaries, cost of maintaining the stores, the annual rents etc. The success of TBS depends heavily on the commitment and performance of its employees, both in-store employees and warehouse employees. The following considerations are needed : A major book shop like TBS requires many types of personnel for manning the various department inside the store such as administrative, billing, marketing sales, commercial, Human Resource Management and Inventory Management etc. TBS employees work in triple shifts and at any point of time, employs 13-17 employees inside the store, and during peak hours the number of employees can go as high as 20. b.  Ã‚   Employee Training Employee training is expensive, and it costs time, effort and money for TBS. To ensure that employees are working to their maximum efficiency, they have to be trained need to be ready to handle the high standards expected of them. c.  Ã‚   Efficiency The efficiency of staff has to be monitored continuously, and this could be done by measuring various parameters such as average time per customer, average time to fetch a book, number of positive customer feedbacks, etc. The largest customer who contribute maximum to the bottom line of TBS was found to be the unfocused buyers. Hence, it is imperative that TBS tries to get more of this customer segment to visit their store, and make them spend more time in-store (time spend in the store has shown strong correlation to the purchasing decision). I would like to recommend the following changes, in line with principles and practices of TQM and Quality Function Deployment (QFD), with the primary focus on customers and continuous quality improvement respectively as their goals. 1. Establishing an Enterprise Resource Planning (ERP) solution To effectively have a holistic and total approach as envisaged by TQM, I recommend establishing a companywide Enterprise Resource Planning (ERP) solution such as SAP or PeopleSoft. This system will integrate all the sub systems of TBS such as Inventory Management, Inventory Forecasting, Billing, Logistics, Human Resource Management, Marketing, Customer Service, Information Management etc. For instance, under the inventory management module, if the stock(inventory) gets below a particular amount (counters set in advance), the system will automatically place the orders for additional stock from the publishers/suppliers. 2. Suppliers could also be given access to the stock levels of each store, or when the customer places a new order, for their particular products. Thus the principle of Just In Time (JIT) inventory management is also implemented. By implementing this system, the waiting time in-store could be reduced drastically resulting in better customer satisfaction. Also, information and orders can be placed/obtained at any place, or customers in remote locations could order and gift products to their friends in Calicut, by ordering online as envisaged by TQM. Delivery system demand forecasting before implementing ERP system 3. Improvement in online/web presence There are a lot of customers who visit the physical TBS store, however this has created bottlenecks in the system, especially in terms of billing counter and customer care desk. This has translated into customer dissatisfaction, and hence applying the principle of TQM, I recommend establishing a full-fledged, easy to use website, where customers can view the books, preview its pages, and make an order using debit or credit card, and have the book delivered at home. The delivery and payment mechanism could also be made flexible, such as reserve and pick-in-store, cash-on-delivery etc. Thus the principle of Total Quality Management is applied effectively and efficiently. 4. Loyalty Programs On top of the in-store customer experience and promotions, TBS should also offer loyalty programs (eg: Reward/Discount cards) to reward and promote repeat/high value customers. 5. Starting a DVD/CD/Blueray rentals section instore. The number of customers switching from Books to CDs and DVDs are increasing. Since, we are renting them, customers would come back to return them possibly resulting in future sales. It must be linked both to the online presence of TBS as well as to the ERP solution to be implemented. Thus, customer satisfaction could be improved because they can get all necessary related products from the same roof. Thus, the prime objective of TQM can be successfully satisfied by meeting the demands of customers and making them satisfied. 6. Increase the number of customer-care service personnel Non availability of personnel or high waiting time for customers in the customer care results in immense customer dissatisfaction, and lost customer loyalty. These have a long term effect on TBS brand and customer perception. Thus, this will ensure that Quality Function Deployment (QFD) objectives are also met, and could save TBS considerable amount of money that would have been lost due to bad quality. Simple changes such as installing a ringing buzzer in the counter could potentially resolve these issues. 7. Modern Billing Self-Desks These days, customers are becoming increasingly sophisticated and comfortable with modern technology. They can without difficulty self use a Radio Frequency ID (RFID) billing self-desk by their own. Thus, savings on Human Resources as well as decrease in waiting time for customers can be obtained. 8. Well qualified and personable support personnel Staff must be well aware of the locations of various titles, and should be passionate about the products they are dealing with. They must be extremely patient, and hospitable. Staff must be always be well dressed and hygienic, and if they are not, it could result in a bad customer experience. By applying the concepts of Total Quality Management (TQM) and Quality Function Deployment (QFD), we can provide immense value to customers, and drastically improve their satisfaction levels, at the same time providing value to us as well. I recommend, primarily the implementation of an ERP (Enterprise Resource Planning) solution that will holistically and totally look at and improvise all the different components of the service delivery system. Customers are the key focus, and priority is given for Do-it-right-the first-time approach, rather than rectifying after a problem arises. Thus by implementing the suggested recommendations, the operational profitability of the firm should increase. [1] http://tbsbook.com/About.php (accessed: 22/01/2010) [2] http://tbsbook.com/About.php (accessed: 22/01/2010) [3] http://tbsbook.com/About.php (accessed: 22/01/2010) [4] Estimates, based on Personal Interviews with Management of TBS [5] RDI Online Course Materials for Operations Management [6] RDI Online Course Materials for Operations Management [7] Garvin, David Competing on the Eight Dimensions of Quality, Harvard Business Review, December 1987 [8] Richard Normann (1991), Service management: strategy and leadership in service business, Wiley (1991) [9] Zeithaml, Valarie A. and Mary Jo Bitner (2003), Services Marketing, International edition New York: McGraw Hill, third edition [10] Zeithaml, Valarie A. and Mary Jo Bitner (2003), Services Marketing, International edition New York: McGraw Hill, third edition