Adidas PEST and SWOT Analysis

Adidas PEST and SWOT Analysis The Footwear Industry is a mature industry; it consists of giant players like Nike, Reebok, Puma on one hand and millions of small retailers in the unorganised sector on the other. This industry presents a myriad of interesting observations there are highly specialised segments where performance is the driving force like running shoes, basketball shoes, and soccer shoes. But to some, a highly fashionized shoe is the priority. Therefore the industry is in a creative phase where performance and fashion have now been merged to create a new hybrid, called lifestyle segment. The competition in this industry is mostly non-price atleast for the established legendary players like Nike and Adidas. They compete for mind share of the customer and aspects like marketing campaigns, brand ambassadors, product proliferation and branding, spell success. Brand Stickiness is high once a customer has experienced a brand and has been satisfied, indicating that price stickiness is less which is also due to affluent lifestyles, prosperity and rising purchasing power of the customer today. Nike and Adidas are the two mammoths of the industry today. Nike is the world leader with a close follower as Adidas Reebok combined (post Reeboks acquisition by Adidas in 2006). The report attempts to study the internal external environment in which Adidas operates and competes. To give the study a 360 degree perspective, various aspects of the industry like market trends, customer profile, competitive analysis and are covered. I. Corporate Mission Mission Statements are an insight into a companys intent, it tells various stakeholders the basic premise for the existence of an organisation why does it do what it chooses to do, who does it deal with, what does it aspire to become all these are essential elements of a companys mission statement, Rossiter, J. R., Bellman, S. (2005). Marketing communications: Theory and applications. The Mission Statement of Adidas is as follows: Adidas-Salomon strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle. We are consumer focused. That means we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to the market. We are a global organization that is socially and environmentally responsible, creative and financially rewarding for our employees and shareholders. We are committed to continuously strengthening our brands and products to improve our competitive position and financial performance. In the medium term, we will extend our leading market position in Europe, expand our share of the US footwear market and be the fastest growing major sporting goods supplier in Asia and Latin America. The resulting top-line growth, together with strict cost control and working capital improvements, will drive over-proportionate earnings growth. (Mission Statement sourced from www.adidas.com) Adidas is a German company by origin and it had acquired Salomon SA in 1998 as a part of its expansion strategy. It purchased Reebok in the year 2006 to re-strengthen its position and focus on its core businesses of athletic footwear and apparel. The company has been known for its continual zest for innovation, a trait mastered by its founder Adolph Dassler. A detailed analysis of the mission statement reveals the following Post Salomon acquisition, Adidas was clear that it wanted to expand establish itself in a gamut of sports and focus beyond athletic shoes and aptly be known as a sporting goods company. It always had lifestyle in mind while thinking of performance. Customer centricity was always high and a continuous improvement to provide more than the customers expected was essential to Adidas. The management realises that athletic performance is the ethos of the company and innovation is required to deliver high performance. Their mission statement also talks about the scale and the scope by mentioning that it is a truly global conglomerate. It realises its responsibility towards employees, shareholders and the society equally. It mentions that Europe, US, Asia and Latin America will be the focus; the company will strive to maintain its cost, increase its top line and deliver the best to all stakeholders. Deliberating on the mission statement, it appears to be a well focused and an all encompassing one. After the acquisition of Reebok in 2006, Adidas has reinforced its core strategy which had got diluted post Salomon take over as the product line got too diversified to gel with each other or to enable smooth management of the business overall. If one were to write a revamped Mission statement for Adidas considering the current competencies, its focus and the industrial environment in mind, the following can be a suggestive and an all compassing attempt Adidas Mission Statement We will exploit technology judiciously in our entire product lines of footwear and apparel, both in performance and fitness segment, to extend benefits to all our stakeholders globally either in the form of more comfort, better technique in sports, advancement in the materials used, competitive prices, more eco-friendly use of raw materials and maximum growth to enable them to get the best value proposition from us. II. Core Competencies The Core competencies form the basis of edge over the competition. It signals what one company does superbly better than the other, by virtue of which it can reap excellent benefits. Adidas has the following core competencies Living the three core values The vision got established in 1920 when Adolph Dassler started designing the first shoe ever. And ever since then to now, three things have not changed and that is the three genuine intentions of the company manufacture each shoe as a masterpiece for the requirement of the sport, avoid the sportsman from injury and make the product long lasting and value for money. Adidas has sworn by these three values and even over decades, these core values have never been disintegrated. Even when athletes talk of performance, they vouch for Adidas. Continuous innovation and mastering the art of perfection, Adidas believes in outdoing itself each time and this is clearly visible in the vast product range it offers. Be it athletics, tennis or soccer, Adidas is a name integral to success of sportsmen alike. Strategic Expansions organic integrations Management at Adidas has made the right decisions at the right time. Whether it be entering into a merger or divesting, such strategic activities have been well thought of and well timed. In 1999, Adidas wanted to expand beyond athletic shoes and apparel and that is when it bought Salomon which had huge established inroads into other sports such as skiing, skating and golf. It also had presence in bicycle production. Thus Adidas became a true sports equipment, shoe and apparel manufacturer but it retained the identity of different brands, a wise decision as it became easy to disintegrate with Salomon around 2005, when it could no longer handle the vast mutually exclusive set of businesses. In 2006, Adidass decision to acquire Reebok was equally strategic; it was a two pronged strategy as firstly Adidas Reebok combined together could compete with Nike, the industry leader in a more vigorous manner. Secondly it gave Adidas a platform to create its presence in the lifestyle segment wh ere it was earlier non-existent. Adidas was always known as a performance brand and Reebok as a lifestyle and a fitness brand; the coming together of the two is a lethal combination as it presents a complete proposition to all kinds of customer segments. The decision for both the brands to maintain their brand identity is again a well informed decision as it avoids cannibalisation. Technology Innovation The core competence of Adidas is its continuous zest to innovate. It lives and maintains its performance image very meticulously. At the same time, it has constantly believed in innovating, this was exemplified to the world, when in 2002, Adidas along with the Japanese designer Yohji Yamamoto launched an exclusive range of sneakers which were sold at a whopping $590. Branding Internet In the year 2000, Adidas launched its website with e-commerce applications functional. Adidas knows that the footwear and apparel industry is very mature; in order to stay abreast against fierce competition it is vital to invest in web marketing and branding. The site ensures ease of use, speed and easy navigation. It has both brick and mortar own brand outlets and a vast network of retailers, distributors and online stores. The self branded stores enable a direct contact with customers and reading their pulse, building face-to-face relationships with them and personifying the brand with the POP merchandise at thee outlets. Internet has enabled Adidas to reduce its cost and increase its reach drastically. E-commerce has provided Adidas far fetching benefits over the competition, the customer data retrieved through the net can be researched upon to understand the customer profiles and their buying behaviour. This enables the management to design highly customer centric communication, discounts and offerings. Though Nike has been a close player reaping all these advantages, other major companies like Converse, Puma, K-Swiss are no way near. III. PESTL Analysis PESTL analysis is an excellent technique to gauge the external environment in which a company operates. These factors are mostly if not always, uncontrollable and an organisation has to find its position within this cloud. Political Adidas enjoys presence in the entire Europe market, post its acquisition of Reebok in 2006 it has created inroads in the US as well. The company has expansion plans in Asia Latin America. At most of these places, the political domain remains stable as they are largely democratic set ups. This implies that the government will not pose undue restrictions or introduce stern impractical decisions to be followed blindly by the organization. Elections every four or five years, (in UK most Asian countries respectively) also do not impact Adidas much as it does not really get impacted by the ruling party. There are other aspects like stable currency, minimum wages, hygienic working conditions in factories, stipulated working hours per week that are more critical factors for Adidas to adhere to. This is one reason as to why most of these big players are shifting their manufacturing base to Asian countries like India and China while retaining the RD and designing at their home countries. Economic Economic conditions have a considerable impact on the sales operations of Adidas. The inflation rate, the purchasing power of customers, consolidation and buy-outs hugely affect the revenues. World economy suffered one of the biggest recessions in the past two years; with the fall of Lehman Brothers and the shaking of the entire financial sector, people lost jobs and unemployment touched a historical high figure. Purchasing power fell drastically as most of the people all over the world, especially in the US and Canada started living on their savings. The economic crisis in Asian countries also mean that labour and manufacturing costs would now rise impacting the net earnings for Adidas. The stability of government and of currency, tax rates, inflation, import and export duties, special economic zones and subsides; all these are critical economic factors that can impact Adidas and other players in the industry. Social This comprises of the culture, beliefs, demographics, psychographics, education levels and spending habits and lifestyle of the target audience. A factor that is too significant for any player to ignore especially when it enters into a new market; this is the most important factor that can break or make a brand. Culture, social groups, race, religion impact how people live in a society and thus marketers have to pick up the cues sensibly as to how to operate in that environment. Adidas has used this knowledge wisely. Its famous slogan Impossible is nothing captures it beautifully as it gels with the youth today globally. The youth today is characteristic of breaking the rules, exploiting their potential and wanting to unfold the undiscovered. It is this spirit which associates the brand with this audience perfectly. The education level and the pace at which the society moves are reflected in advertising today. Reeboks advertising of its range Easy Tone is another example to demonstrate this aspect. Today women are highly conscious of their figure; Reeboks advertising where it claims that Reebok shoes and slip-ons will enable the users to have a well toned figure could not have found acceptance a decade back. With the arrival of internet, the way people shop is also changing. Now Adidas and other major companies have started selling through online stores and promote the same by giving heavy discounts. Technological Continuous innovation and the use of technology is a great imperative in the industry. The breakthrough use of technology signifies some definite improvement more comfort, superior running performance, more support and cushion, better hold on the ground, reduction in manufacturing costs or in customer price! The original perforated technology of Geox which claims that it enables its shoes to breathe and overcomes the problem of sweaty feet is a remarkable achievement for the brand; it not only creates a niche for itself but enables the company to sell its range at a high premium. Nikes 360 air max, Adidas 1 and Crocs colourful shoes for outdoors, are all examples of constant innovation in the industry. Legal Regulatory Legal Regulatory impact the advertising branding significantly. Let us take an example of Nike when it was planning to enter the Spanish market Nike could have faced the biggest challenge of establishing its mark in Spain because of a trademark issue. This was a decade long litigation case where the Supreme Court found out that the Nike name was a registered trademark of a former distributor called Cidesport. Nike could only use its swoosh but not its name on any of the products. This could have been a great set back and would have demeaned the brand equity. However Nike got lucky when in 2009 Supreme Court reversed its ruling post Nikes appeals. Adidas need to make sure all their promotions give a true representation of the products being advertised, as to not break the laws of the Trade Descriptions Act. It needs to make sure all of their retailers have sufficient knowledge of Adidas products in order to obey the Trade Descriptions Act, as if Adidas give the retailers sufficient information and they give customers incorrect information about the product, then it is the retailer breaking the Trade Descriptions Act rather than the manufacturer, (www.adidas-salomon.com/en/news/archive/2000/2000-07.asp, August 2010) IV. Market Analysis Let us analyse the athletic footwear market through Porters Five Forces model to gain a holistic view of the market Barriers to Entry High to Moderate Brand Loyalty is extremely high; economies of scale and scope also restrict entry for small players as the industry is dominated by few giant players who reap huge benefits from the volumes and the supply chain integration. Economies of scale include advertising marketing costs, RD spent in addition to voluminous production and economies of scope would include benefits like umbrella branding, available to large conglomerates like Nike Puma. However, a new entrant will not find it difficult to find suppliers or raw materials largely of the fact that is a billion dollar industry which is still largely unorganized. Bargaining Power of Buyers Moderate to High Switching cost is low for the buyers as options are endless except in the case where brand loyalty is extremely high. Buyers have easy access to the products through online shopping as well. Though the big players dominate the industrys rate but they cannot decide these prices ignoring customers. Billions are spent by these players on market research and studying consumer profiling and buying patterns which shows that buyers have high bargaining power in the market. Bargaining Power of Suppliers Extremely Low The raw materials used in this industry are rubber, cotton and foam. The giants like Nike Adidas lay out stringiest norms which a supplier has to comply with in order to mean quality. Switching between suppliers is also very high in the industry. The supplier power is extremely low, most often than not, these suppliers work at norms and prices governed by the big players of the industry. Threats of Substitutes Low The substitution is quite low as it is not possible for sneakers to be replaced by fashion or high- heeled shoes. Similarly between tennis shoes and running shoes, there cannot be a replacement. Rivalry among Existing Competitors High The rivalry amongst firms is extremely high and mostly being non-price. Each firm lives and dies by the brand identity it creates. There is fierce competition between Nike Adidas. Specialty shoes like Geox, Rockport and Ecko also compete in niche segments. V. Customer Analysis Adidas has a brand identity of being performance oriented, technically superior and with strong European roots. Therefore to study the customer type, Adidas looks at three broad types of customers Governed by Superior Performance: This is typically a customer who looks for premium performance. Be it an athlete, a tennis player, a soccer lover or a college going student who values technological advancement would choose Adidas over other brands. Fitness Health: This segment is best captured by Reebok as it promotes fitness and aerobic shoes. These days the campaign is running globally by Reebok for its Easy Tone shoes where the slogan is take the gym with you. Be it running shoes, aerobic shoes or shoes for casual wear, Reebok has captured huge market share. This range is particularly selling like hot cakes both in US and Asia amongst women as they are constantly worried about toning their thighs and hips. Adidas has wisely let Reebok focus in this segment so that there is no cannibalisation in sales. Lifestyle Shoes Apparel: Reebok and Adidas have had significant increase in the market share, competing very closely with Nike in the apparel industry. Easy Slippers, T-Shirts, jackets and jumpers enjoy brand loyalty by customers. Adidas does big promotions in this segment. The recent FIFA World Cup championship saw players wearing Adidas T-Shirts with the legendary three stripes logo. Customers of these big brands generally have a very gullible temperament and thats the reason these big players engage in celebrity marketing in a big way. Celebrities are chosen with great caution and deals worth millions of dollars are done with these sports sport stars. The idea is to have a rub off effect on the brand and establish strong associations. For e.g. Nike and the coming together of Michael Jordan promoted the shoes in the basketball segment successfully. Even after when he retires, Nikes Air Jordan segment collected significant revenues for the brand. Adidas had tied up with David Beckham and was one of the official sponsors for World cup in 2006; later years saw the sale of Adidas mount like never before. Even till date Adidas leads the industry in soccer shoe sales. VI. Competitive Analysis The footwear and apparel industry is in a mature phase with fierce competition for market and mind share of the customers. Nike is valued at around 14 billion dollars and is the market leader, followed closely by Adidas Reebok combined at around 12 billion dollars (as per the 2006 statistics captured from their websites). Mostly the firms compete on brand image, web site designs, service, advertising celebrity endorsements and innovation. Nike has had a slight edge over its competitors from the time it launched its products as it has considerably invested in RD and high tech designs. But Adidas has narrowed this gap drastically in recent years. Brand image focus is very high in the industry. Example of this can be seen in the case of Nike. Nike chooses to sell its regular range through high end retailers only, it had refused to sell through Sears post the Sears Kmart tie up as it feared brand dilution, it instead started retailing its low priced Starter range through this channel. Technology focus and specialisation is high. Nike focuses on performance plus style, Adidas as seen as a high end performance shoe and it leads the market in the soccer industry. Reebok is deemed as a fitness and health conscious brand. New Balance talks only performance and is seen as a no-nonsense brand. Crocs has positioned itself as an outdoor wear brand is predominantly used for boating. Puma is seen as a stylised brand both for footwear and apparels, it has never really spoken of high end sports performance and this focus has helped the brand create its space in the lifestyle segment. Hence it is imperative that each player positions itself well and delights the customer in that segment rather than being all over the place. Below is a diagram of the total market share of competing firms (post Reebok Adidas integration)- (Chart sourced from www.hoover.com) To conclude, one analyses that it would be prudent for close rivals to think of innovative ideas to increase the overall market for performance and lifestyle shoes than just competing on the market share with each other. VII. SWOT Analysis SWOT analysis refers to the technique of mapping the strengths, weaknesses, opportunities and threats for an organisation. (P. Kotler, S. Adam, L. Brown and G. Armstrong 2001) While the first two are internal to a firm, the last two are more from an industry orientation overall. Strengths Adidas has an image of high performance and a favoured brand for buyers who seek technology over style The acquisition of Reebok complements the brand as it allows a larger portfolio of high end performance based shoes (Adidas) and fitness lifestyle range (Reebok) Known for its constant innovation, Adidas and Reebok Easy Tone being the case in point Association with sports championships enable the brand to be positioned as the leader for Soccer segment The intellectual quotient of management is seen as very high, as Adidas has been known to take the right decisions at the time (evident from all the mergers acquisitions which the brand has done) Association with celebrities like David Beckham adds to the Brand value and high TOMA (Top of Mind Awareness) User friendly and high brand appearance web site enabling high online presence Vast product portfolio to choose from Shoes for running, tennis, soccer, skiing, golf and related line of apparel, jumpers, watches etc. Weaknesses Adidas has a vast product portfolio but still has a high dependence on soccer shoes as compared to Nike which has several high revenue bearing products Has become synonymous with market-follower tag and Nike being the market leader, to most customers it becomes a second choice only The Adidas/Reebok acquisition results in cannibalisation of each others sales rather than targeting competitors. This is because there is a lack of well defined differentiation between both the brands Not seen as innovative as Nike and is alleged to copy Nike in its advertising, promotions and celebrity endorsements Opportunity Highly brand conscious youth wanting to own a pair of branded shoes only Increasing love for Soccer where Adidas is perceived as the official brand leader High value placed on fitness sports for a healthy lifestyle, resulting in an increase in the overall industry Advanced technology available Use of internet, online marketing and e-commerce widening geographical markets and connecting the globe virtually Threats World Economy recession which has impacted the purchasing power of consumers drastically Competition from online stores who have presence only through e-commerce and sell shoes at heavy discounts because of their low cost manufacturing strategy Changing consumer preferences and lifestyles Reducing popularity of sports because of frantic working lives Increasing power of suppliers to set terms, e.g. Wal-Mart New competitors entering the market Price war between competitors Cheap replicas available in the market Conclusion Adidas has come a long way over the decades and is now positioned second largest most popular player in the athletic footwear industry. Each company in the industry today is trying to reduce its manufacturing costs by shifting the production to Asian markets. Adidas Reebok have strengthened their combined market, post the integration. This is a well suited strategy to compete with Nike and grow by expanding into the emerging markets US Asia. It would be wise if Adidas focuses on its core competencies and engage into aggressive marketing branding. Critical areas for success are summarised as follows Three critical focus areas which Adidas should be focusing on currently are 1. Strong Highly differentiated Brand Positioning for Adidas Reebok Brands: A serious attempt must be made to create a positioning for both the brands. What does Adidas stand for as compared to Reebok? The Company must strategise Adidas as a sports performance brand and create a niche for athletic, tennis, golf, soccer, both in sports apparel. It should position Reebok as a fitness brand and let it handle aerobics, running, walking and casual shoes and apparel. 2. Focus on increasing the total market by innovative marketing: Adidas should creatively focus on increasing its total customer base, it should look at promoting soccer in clubs and schools and offer scholarships and start interacting with the children at an early age so that they become loyal customers for life. Reebok should tie up with gyms could offer discounts on Reebok shoes and apparel. It can tie up with specialty clinics fighting obesity and over-weight, sponsor health check up camps and give aids for other related causes. This will help the brand in two ways one is that it would help create an image of a socially responsible company and secondly reinforce the strategy to capture the ever increasing health conscious customers of today. 3. High end use of technology: Undoubtedly RD technology will remain the catalyst of this industry. Adidas will only be able to survive if it continuously focuses on improving the quality performance of its shoes. So when Nike says Just do it, Adidas should scream aloud the spirit Impossible is nothing.

GE Turbines and Balanced Scorecard Essay

A balance scorecard is essential for developing a healthy business growing place. It is a vital key for defining the goals and targets of a company as well as the vision, mission and the SWOTT Analysis. A balanced scorecard is, â€Å"A set of measures that are directly linked to a company’s strategy: financial performance, customer knowledge, internal business processes, and learning and growth† (Pearce & Robinson, 2013, p. 194). This company will relate the in-building turbines values, mission, vision and SWOTT Analysis with the four perspectives of the scorecard (financial performance, customer knowledge, internal business process, and learning and growth. Financial Perspective/Shareholder Value A strong and well defined vision and mission statement will facilitate this company to achieve its target. The objectives of the in-building turbines should be implemented as a daily routine so as to increase the performance of the company. The first and foremost responsibility of a company is to seek its customer satisfaction, benefit utilization, increased net revenues and also to achieve financial stability. GE being a financially stable company already gives this new product line a head start for the investors to trust this product. In order to evaluate the financial stability of a company, one should calculate the Operating cost, Earnings per share, growth revenue & return on interest and capital. The shareholders of GE should be very excited for this new line because if it is as successful as hoped for, the stock for the shareholders could see multiple splits happening for GE stock in the near future. These splits will double the already invested, as well as lower the cost per share for new investors. Customer Value Perspective The customers will determine the success of the company. Customer satisfaction must remain at the top of the list for this company in order to see it grow in both demand and profitability for GE and their shareholders.  With the approach of letting the customer have constant monitoring capabilities during the fabricating process of their turbine orders, the more the customer will be engaged with the company and satisfied with the product. This type of approach should also increase the image for the turbines in the market. there must be consistency in the value & quality of the product. It’s the responsibly of GE and their new division to generate awareness in the public and should also offer benefits to those customers who believe in the product during its infancy. The in-building turbine company will also implement a survey board on the website in order to constantly better themselves based on the customer’s desires. The company will monitor their stock share value in the market constantly. By doing this it will allow for GE to offer special promotions on the turbine purchases, with discount percentages for all customers if the shares are constantly moving upward. This will be a way to gather the attention of new customers by introducing this program to them. When the new company and employees’ performance reviews by the customers are favorable for a long enough period of time, it could mean the turbine company is strong enough to hold its position alone in the market and do nothing but strengthen GE’s already established position there. If the reviews from the survey system are poor, the turbine company will have a chance to address the issues and still have to lean on GE for support with their structuring and financing. Process/Internal Operations Perspective Strategic planning is necessary to deliver the turbines to the customers. It should be done in accordance with the customer’s needs for energy conservation and desires of lower energy bills. In order to improve the business efficiencies, market value as well as the current position; one should have an effective strategic management team to overcome all the resistance from the energy providers. The most important thing is to define the purpose or intention of the strategy, this will lead a company smoothly towards its goals. The goals highlight the vision and mission statement of the company. GE’s plan with this new company is to show the world they are the new innovation in green energy through normal daily routines. For the satisfactory outcome of the company the strategic objectives and goals should be monitored on a daily basis. The company will set its objective, as  well as start down a path to be followed while keeping in mind the values and interest of the customers without fail. There will be a tool or set of measurements which may be used to measure the targets, public interest, share value in the market, and budget in hand. In the company’s strategic planning, the surveys will be done constantly so they will be able to change daily to critique their new company to the desires of the customers. GE will be providing excessive financial aid to this company to constantly monitor and aggressively attack the market with this new product through marketing, distribution, and any other means necessary. These turbines will make paying for energy easier on every customer who desires lower bills. GE feels that with this new product, all it will take is for the first customer to experience the difference they can make in attacking inflation. Learning and Growth Perspective The learning and growth process is considered as an extremely important aspect in the balance scorecard, this perspective focuses on the growth and prosperity of the company as well as the learning of internal and external public needs. â€Å"Learning† in accordance with this turbine company is to learn about the attitudes of the internal employees and external customers. This technique of Balance Scorecard will help the company to maintain its position in the market and also bring technological changes. The technological changes are being implemented from the initial launch of this product. GE is able to use their influence to create a technology that hopefully will take the competition years to catch up with. The surveys will provide valuable information to achieve the organization’s mission to constantly learn and improve their product and how the company is operating. The strategic planning should focus on employee training to have competent employees who constantly develop their skills and ultimately provide benefits to the company. For the in-building turbine company, the strategic objective will bring constant improvements in the company. The improvements will be in the form of new technology in the company, constant recruitment of the deserving candidates with retaining the highly skilled workers, as well as letting the customers know the company is always working on the suggestions they provided to increase the organization’s trust and customer circle. The organization will develop a strategy in order to provide more benefits to the customers such as online purchasing and billing for the turbines, letting the customer overlook the fabricating process, constantly introducing new advancements with the products and services, and introducing attractive packages and offers like the discounts for the customers for helping keep the shareholders interested in this type of energy production. The success of the company depends on its vision and mission statement. The best way to attain the targets and goals of the company is to have a strategic plan which can effectively explain and deliver the objectives of the company. The achievements and goals of the company will be easily measured. The well-balanced business will develop the balance scorecard, which is the most significant technique to achieve all targets for GE’s new organization. The balance scorecard’s four perspectives defined here are: Financial perspective, Customer perspective, internal process, and Learning and Growth. With each perspective, the company will define the strategic objectives, performance measures, targets and initiatives. References: Budget. (2014). In Dictionary.com. Retrieved from http://dictionary.reference.com/browse/budget Buhrman, M. (2014). Energy rates could increase after storm. Retrieved from http://russellville.thv11.com/news/news/111997-entergy-rates-could-increase-after-storm Lorette, K. (2014). Importance of Product Packaging in Marketing. Retrieved from http://smallbusiness.chron.com/importance-product-packaging-marketing-648.html Product Focus. (2014). Retrieved from http://www.productfocus.com/pricing_how_to_price.php What is Carbon Fiber? (2014). Retrieved from http://www.dragonplate.com/sections/technology.asp Strategic Management Insight (Sep 03 2013). Retrieved from http://www.strategicmanagementinsight.com/mission-statements/general-electric-mission-statement.html Balanced Scorecard Institute (2009) Balanced Scorecard Basics. Retrieved Sept. 19, 2014 from http://www.balancedscorecard.org/BSCResources/AbouttheBalancedScorecard/tabid/55/Default.aspx Pearce, J. A. & Robinson, R. B. (2013). Strategic management: Planning for Domestic and Global Competition (13th ed.). New York: McGraw-Hill.

Living at Home and Living Away from Home

Nowadays, most students study at a university after graduating from high school. Due to the distance between their hometowns and colleges, a few students live with their family while many others live far away from home, and the most of them think about living away from home as the best part in their lives because they will have more freedom and that can be really exciting for them. However, they do not realize that living at home has more benefits compared to living away from home. Firstly, I prefer living at home, because students who are living at home can enjoy better living conditions than ones living far from home. As home is the whole family’s place, it is normally large and well-equipped with many electric devices. Also, the work required to keep a home clean tends to go unnoticed when the mother does it. Clean floors, tidy rooms, and fresh laundry tend to be taken for granted. Even though the average teenager may help around the house one of the parents tends to do most of the housework. The floor is always clean, the rooms are always tidy, and laundry is never less than fresh and neatly folded. In addition, students are provided with fresh, nutritious food. On the contrary, dormitory or a rented house are usually small with poor facilities. For example, many students living in a cramped rented house have to use one small space for cooking, eating, learning and sleeping. Also the laundry will pile high and become a daunting task for them to achieve. The back door step will be dirty, and the rooms will become cluttered. Owing to busy learning, students may skip their meals or eat fast food, which badly influences their health. Secondly, living at home differs from living far away in that it helps students avoid financial problems. Living at home, students have the telephone bills, electricity bills and other daily expenses paid by their parents. Also living at home with parents makes bills appear as some fictional scary story. The most a students usually pays for is a car to drive, and a few other luxuries. The parents pay for the water left dripping, the gas burnt by the stove, and the power consumed by the light left on. Students living at home will never even notice any of these expenses. In contrast students living far from home have to pay all those things on their own with a monthly amount of money. Unlike students who receive parents’ instruction, students who do not live with their family often lack financial managing skills. As a result, they often spend money on unnecessary items and cope with running out of money. Another difference is the emotional aspect that you have to face. Living at home can result less frustrating than living alone because you can share the problems that you have with your parents, siblings or any member of your family in order to look for some solutions to difficult situations that you may face. In contrast, if you live away from home most of the time you are going to be alone, so finding someone who wants to listen your problems can be difficult to get. Your friends are going to be the only people that might help you to solve your problems. However, they are not your relatives and sometimes they are not going to be with you. The fourth difference between living at home and away from home is the environmental issue. Life at home is secure and well known. Furthermore, home is where one has lived their entire life and they are well adapted to the surroundings. On the other hand, the new home can be in a complete different neighborhood or city. Also, it’s not always similar to the home people are used to since the new house is usually smaller, less fancier, and it’s usually located in a less attractive neighborhood than the parents’ home. While the students who choose to leave home may think that it’s not a big deal to confront a decrease in their living status, those that choose to stay home might think that the difference in the environment is a major drawback. Finally, the other obvious difference is that living far from home provides students more independence than living at home. It goes without saying that parents want to take good care of children by setting a wide range of rules for them. Moreover, when you have an important meeting and it is impossible for you get home, you can stay at a friend’s house without problems. Consequently, students living with family have to ask for their parents’ permission if they want to go out or invite friends to their homes. Additionally, parents also control their time spent on using computer and TV. In contrast, students living without parents’ control have more privacy ecause they do not have to obey the strict rules. They can go out whenever they want and freely gather with their friends. Thanks to independent life, they can flexibly spend time on learning, surfing websites or playing games without any complaints. In general, though living at home and living far away from home have some considerable differences, each type has its own advantages and disadvantages to students, and at some moment in life you have to decide between staying at home with your parents as you have always done or starting a new life alone that means being independent. At the moment that you want to make a choice between these two styles of life. You should know that living at home and living away from home has some similarities and some differences that you have to consider before making a decision. Therefore, no matter what kinds of living students choose, they can still enjoy their wonderful life at college.

Plant Physiology Biology - Free Essay Example

Sample details Pages: 13 Words: 3956 Downloads: 6 Date added: 2017/06/26 Category Biology Essay Type Research paper Did you like this example? Introduction In the study of general biology, a number of fields such as plant anatomy, plant taxonomy, plant physiology, comparative ecosystems, comparative animal physiology, neurophysiology, physiological ecology, endocrinology, and principles of electronic instrumentation may be topics of interest. In this paper, the writer will discuss plant physiology. The paper contains the definition of plant physiology in different dimensions, notes related study fields that complement or overlap the topic and explains the branches (or specific study areas) in the topic, detailing examples of what is studied within each subtopic. Don’t waste time! Our writers will create an original "Plant Physiology Biology" essay for you Create order A general conclusion is given at the end of the presentation. An accompanying reference to the discussed topics is provided at the end of the paper. Definition of plant physiology Physiology has been defined as ‘the science of the normal functions and phenomena of living things. The current understanding of physiology crops from the works in Europe during the Renaissance interest in experimentation with animals. William Harvey (1628) who was a doctor to Charles I described the working of the heart in sparkling analyses after observations lead to the conclusion of experimental proof and functionality and which informs the importance of physiological analysis as ‘physiology. Physiology is based on hypothesis testing or functionality of given living phenomena. Harveys work also emphasized the natural relation between physiology and anatomy (structure of living things) which makes the understanding of the former easier. The successive meanings of ‘physiology are illustrated by instances of its use. Harris (1704) in Lexicon Technica describes physiology as part of medicine that teaches the constitution of the body so far as it is soun d, or in its Natural State; and endeavors to find Reasons for its Functions and Operations, by the Help of Anatomy and Natural Philosophy. Another definition by Huxley150 years later is clearer and closer to the current definition: ‘whereas that part of biological science which deals with form and structure is called Morphology; that which concerns itself with function is Physiology to make a distinction between structure and function in living organisms. From the foregoing, plant physiology can be described as that aspect of study that deals with the functioning of plants both microscopically and macroscopically. It assumes the system of understanding the functionality of plant life within itself, without it and within its immediate environment. The field of plant physiology relates closely to cell morphology which studies development, formation and structures of different species of plant, ecology, which studies the plant habitat, biochemistry which lumps all the biochemical activities of cells, and molecular processes inside the cell. All these fields interact or overlap in the study of plant physiology. The general field of plant physiology involves the study physical processes and chemicals that describe life and elucidates how they occur in plant. The study is at many levels that encompass various scales, time and sizes. The smallest scale is the molecular interactions that include the photosynthesis interaction in the leaves and diffusion of water in cells. Diffusion also happens for mineral and nutrients within the plants. In the large scale there are concepts of plant development, dormancy, seasonality and reproduction. Other major disciplines of plant physiology include phytopathology that studies diseases in plants and the study regarding biochemistry of plans, also called phytochemistry. Plant physiology as a unit is divided into many areas of research. Elementary study of plant physiology mainly concentrates on stom ata function, circadian rhythms, transpiration , respiration, environmental stress physiology, hormone function, photosynthesis, tropisms, photoperiodism, nastic movements, seed germination, dormancy, plant hormone functions, photomorphogenesis and plant nutrition. Branches of Plant Psychology The subtopics of plant physiology can safely take the forms of photochemistry, biological and chemical processes, internal cell, tissue and organ interaction within the plant, control and regulation of the internal functions (anatomy) and the response to external conditions and environmental changes (environmental physiology). In the following section, these branches of physiology will be discussed in details. Photochemistry refers to the chemical actions that take place within or without the cell. Plants are considered unique in their chemical reactions since as opposed to animals or other organisms, they have to produce chemical compounds to be used within the same plant. These chemicals are in the form of pigments or enzymes directly used within the plant. The functions of these chemicals are various. They may be used for defence against external interference from such quarters as herbivores or primary consumers and pathogens. This mechanism is advanced in plants beca use they are immobile. This, plants do through the production of tissue toxins and foul smells. Toxicity from plants is associated with plants alkaloids which have pharmacological effects on animals. The Christmas setta if eaten by dogs causes poisoning to them. Another plant in its fresh form, the wolfs bane (the Aconitum genus; Aconitum carmichaelli) has toxic aconite alkaloid that is known to kill wolves and causes tingling, nausea or numbness of tongue or vomiting if tasted by mouth. Some other plants also have secretions or chemical compounds that make them less digestible to animals. Plants also produce toxins to repel invasion form other plants or in instances of competition for similar nutrients. They produce secretions that are repellent thereby maintaining autonomy over competed for resources. The foul smell exhibited by other plants help to keep herbivores away. The rafflesia (Rafflesia arnoldii) of the Magnoliophyta division has flowers with distinctive smell of rotting flesh of animals to keep herbivores that are known not to eat flesh away. Toxins or smell can also be produced to guard against encroachment of disease causing organisms or to guard the plant from the effects of drought or unfavourable weather conditions. Enzyme or hormone secretion has been observed in the behaviour such as in preparation for dormancy for the seed, shedding of leaves for deciduous trees in preparation for dry conditions and withering in some plants are caused by chemical reactions in plants. Innate immune systems such as those of plants are known to repel pathogenic invasions. In an experiment, small protein secreted by strains of the fungus caused it to overcome two a tomatos disease- resistant genes. A third resistance gene, however, would target this suppressor protein, making the tomato plant fully immune to any form of fungal strain that produced the protein. With the right combination of resistance genes, tomatoes can overcome invasion of fungus despite the fungus molecular tricks. Attraction of possible pollinators for the furtherance of the species of plants is also employing the chemical reactions in plants. Some plants, during their reproduction cycles are known to produce very pleasant smells to attract insect which then help in pollination. An example is the night rose or the Aloysia triphylla that smell so to attract insects that symbiotically gain their nectar and help in pollination of their flowers. Photochemistry involves the understanding of the metabolic actions of compounds within the plant cells. Studies of these metabolic compounds have been successful through the use of extraction techniques, isolation processes, structural elucidation and chromatography. Modern approaches are numerous and thus expand the field for further studies. Plant cells vary so much from cells of other organisms. This necessitates different behaviour in order to perform their productive actions. Plants cells have cell walls that are rigid and thus restrict their shape as opposed to animal cells that have both cell walls and cell membranes. This is primarily responsible for plants immobility and limited flexibility. The internal cell structures vary according to specializations required of the plant to adapt to its life. For example, the cell vacuole is responsible for storage of cell food material, for intracellular digestion and storage and discharge of cell waste material. It also protects the cell and is also fundamental in endocytosis processes of the cell such as the regulation of the turgor pressure of the cell in response to cell fluid uptake. The chloroplast is responsible for photosynthesis within the cell and contains the sugars for the photosynthesis. It is also the manufacturer of food for the other organelles. The ribosome use genetic instructions form the Ribonucleic acid (RNA) to link amino acids in long chain polypeptides to form proteins. These plant protein s are very important in plant structures. Golgi complexes store packages and distribute proteins within the cell endoplasmic reticulum. The smooth endoplasmic reticulum synthesizes lipids while the rough endoplasmic reticulum synthesizes proteins. The plastid is found in the cytoplasm and possesses double membranes surroundings that depend on the environmental conditions of the parent plant and the plants adjustment to these conditions. They store molecules such as pigments which give the characteristic colours of flowers and fruits during plant reproduction. They also store photosynthetic products. The plant cell contains chlorophyll, pigments that are responsible for the manufacture of the plants own food. The cell physiology is such that the adaptations of different internal cell organelles are commensurate to the ability of the plant to live in a given environment. The cell structure thus plays a major role in plant adaptation. Plant cells are the smallest unit in building a special system of a plant life. Cells make up tissues that specialize in given plant functions. Tissues coordinate to form organs within the plant that respond to environmental needs as appropriate as is required of the plant. The specialization of difference types of plant cells such as the parenchyma cells, the collenchyma cells and the scherenchyma cells make it possible for plants to coordinate its functions in its habitat. The parenchyma cells are divided to storage cells for storing cell material, the photosynthetic chlorenchyma cells that are adapted to photosynthesis and transfer cells that are responsible for phloem loading functions of transfer of manufactured food within the plant. These cells have thin cell walls for mediation or simply passage of material from cell to cell. The collenchyma cells also have only one thin cell wall. They mature from the meristems of the plant tissues. The scherenchyma cells have strong sclereids and fibres made of lignin that provides mechanical support to the plant. This rigidity has also found value in discouraging herbivory. The tissue systems include the meristematic tissues- the xylem and the phloem as well as the epidermal cells of the external plant cells. The xylem is made up of cells specialized in uptake of minerals active transport. The phloem has a composition of cells mostly of the transfer cells. The epidermal cells are rigid and cuticular to prevent the loss of fluid and are also for protecting the inner weaker placid cells. All these systems focused to perform different function within the plant both chemically and physical. For example, the roots and the rhizoids help to hold the plant into position for vantage production of its food. For earth plants, the roots have the penetrative power while the aqueous plants have roots helpful in buoying them in place for mineral acquisition. The leaves are adapted to trap sunlight that is instrumental in photosynthetic proc ess of making food. The leaf structure is such that it is adapted to the habitat of the plant. The position of the stomata in the leaves, for example, is atop and not under the leaf to regulate the flow of gases. The specialized guard cell for the opening and closure of the stomata depicts just how the specialization befits the functionality of the cells, tissues and the plant organs. Plants also possess transport systems that rely on physical processes in absorption and use of nutrients, air and water within and without the plant. The absorption of minerals depends on a combination of diffusion and active transport that is regulated by the plant in its environment. The roots are developed to successfully execute this process. Up into the plant the uptake of minerals and water has a developed xylem system that relies on osmosis, diffusion and even active transport in tissues specially adapted to this function. The phloem system successfully executes the transport of manu facture food from the leaves and the stems to other parts of the pant body. The vascular tissues are just an indication of how these forms of interactions work for the benefit of the plant. Plants have internally developed mechanisms that coordinate responses. These mechanisms are developed on hormonal systems that are instrumental in the development and maturity of the plants. Examples of hormonal coordination in plants include reproduction in flowering plants, ripening of fruits and subsequent expulsion of the same from the mother plant and loss of leaves in response to impending drought or inadequacy of water, just to mention but a few. The ripening of fruits result from the reactions of the Brix acid in the fruit. The amount of the acid in the fruit determines its ripening. A gas called ethylene is usually created from a compound called methionine acid belonging to the amino group. The ethylene increases the intercellular levels of enzymes. The amylases hydrolyze starch into sugars while the pectinases hydrolyzes pectin that are responsible for the hardness of fruits while breaking down the green pigment with the colour turning to orange, red or yellow depending on the plant pigments. The process of ripening is related the degree of pollination such that properly pollinated fruits ripen during maturity while those not properly pollinated may have to be shed off before maturity Abscission in plants is associated with the hormone ethylene. It is believed that ethylene (and not abscisic acid as was previously thought), stimulates the process of abscission. It takes the forms of falling leaves of deciduous trees to conserve water, shedding mostly branches for reproduction purposes, abscission after fertilization, fruit drops to conserve sources or dropping of damaged leaves to conserve water and for photosynthetic efficiency Paradoxically, ecological physiology is on one hand a new field of learning in plant ecology while again, it is one of the oldest. Physiology of the Environmental is the favoured name of the sub-discipline among botanical physiologists. It however goes by other names in the field of applied sciences. It is more or less synonymous to eco-physiology, ecology of crops, agronomy and horticulture. The discipline overlaps with the field of ecology since the plants act in response to the surrounding. Ecological physiologists scrutinize plant reaction to factors that are physical such as radiation such as visible light and ultraviolet radiation from the sun, fire, wind and temperature, Of particular interest are water interactions and the stress of deficiency of water or inundation, exchange of gases with the ambient air as well as cycling of nitrogen and carbon nutrients. Ecological physiologists also analyse and examine plant reaction to biotic factors. This includes not only unfavourable relation, such as rivalry, parasitism, disease and herbivory, but also favourable interactions, suc h as pollination, symbiosis, and mutualism. Plants react to environmental changes in a very fantastic way. These reactions are only comparable to the homeostatic processes hitherto experienced splendidly in animals. Environmental changes may impact the plants either positives or negatively and the plants have developed systems to change appropriately. It is however, important to note that environmental variations may sometimes be too extreme to be avoided by plants leading to their demise or possible extinction. This may be understood well in topics such as evolution or more specifically, the ecological succession. Plants respond to stresses from loss of water in their habitats. Since they are usually stationery, the water usually has to find the plant and not vice versa. An example is the wilting process associated with non woody plants or non-woody parts of woody plants. This process is a reaction to turgidity in non-lignified cells of the plant such that the plant lose s rigidity. This results from inadequate water. The process modifies the effective photosynthetic area of the leaf so that the angle of leaf exposed to the sun such that erectophile conditions are enhanced. This condition may result from drought, reduced soil moisture, increased salinity; saturated soils or a blockage of the vascular tissues of the plant by bacteria or fungi to cause clogging that deprives the leaves of water. Changes in the composition of the air are also another determinant of plant reaction to its environment. The greatest effect comes from the amount of water vapour in the air. The humidity of the air determines the rate of photosynthesis. Wind also plays a major role in actuating the rate of photosynthesis. Some substances are also toxic to photosynthetic plants. These therefore trigger varied response from plants. Plants act in response both to directional and non- directional stimuli like gravity or sunlight hence it is called â€Å"tropism†. A reaction to a non-directional stimulus, such as humidity or temperature is called a nastic movement. Tropisms in plants result from differential cell growth. This is where the cells on a single side of the plant become longer than those on the other side of the plant. This causes a bend toward with less growth. Most common tropisms experienced in plants include autotropism, that signifies a bed towards a side where light comes from. This allows the plant to maximize on its absorption of the much needed light or to allow the plant to receive associated heat from the source of light. Geotropism is the reaction of the roots of a plant to gravitational pull that reacts on all substances. This growth is usually downward towards the earth enables the plant roots to grow downwards due to direction of gravity. Tropism is a direct influence of hormonal communication within a plant. Nastic movements on the contrary are reactions from the influence of turgor pressure and ma y occur within a short period of time. A good example is the thigmonasty reaction that is a reaction of a carnivorous plant or yet still the Venus fly trap that react to touch to trap insects that acts as their food. Mechanisms used here are a network of blades with sensitive trigger thin hairs that shut closed and traps the invader instantly. This is done for additional nutrient. The leaf has to grow slowly between successive catches and readjust before the next catch. Another recent and most important area of ecological physiology is the study the way plants resist or cope with these diseases in them. Plants, just like animals and other organism are susceptible to a host of pathogenic organism such as bacteria, fungi and viruses. The morphology of plants differed from that of animal. This implies that their reaction to diseases also vary greatly. Plants may react to an invasion only by shedding their leaves. Animals however have to obtain either innate immunity or tackl e the intrusion through other antibodies. Diseases organisms affecting plants also vary from those causing that cause disease to animals. Plants cannot usually spread diseases because of their immobile nature thus physical contact infections are rarely the case. Their pathogens thus usually spread through spores or are transmitted by animals that act as vectors. Plant habitat and competitive environmental conditions also necessitate readjustments in plants. Competition for nutrients due to encroaching competitors may force the plant to change its morphology or other aspects of plant functionality. Many phototrophic plants use a photoreceptor protein such as phytochrome or cryptochrome to sense changes in seasons, changes in length of day and take to allow them to flower. In a broader sense, phototropic plants can be grouped into short, long or neutral day plants. When the day extends past the critical period such that night is shorter that day the long day plant flow ers. The plants generally flower during spring or in the early summer with longer days approaching. Short day plants flower when the day is shorter than a standard or critical length. This is when the night is longer than a critical length. The plants generally flower during late summer or during fall when the shorter days are approaching. Scientist concur that the night length and not that of day controls the pattern of flowering. Thus flowering in a longer day plant is necessitated by shorter nights which mean longer days. The opposite is true; short day plants will flower when the nights get longer than the critical duration of day. This has been done by using night break experiments. For instance, a long night (long day) will not flower if a pulse of say 10 minutes of artificial beam of light is shone at it during midnight. This occurrence is not possible with natural light such as the moon in the night, fire flies or even lighting since the light from these light sourc es are not sufficiently intense to help trigger the response. Day neutral plants are not affected by photoperiodism. They always flower regardless of the presence of light or absence of the same, the length of light in day or night variations. Some have adapted to use temperature instead of light. Long or short day plants will have their flowering enhanced or interfered with inn the presence of variations in length of day or night. They will however flower in sub optimal or half day lengths and temperature is a likely effect to their flowering time. Contemporary biologists believe that it is the happenstance of the active kinds of phytochrome or cryptochrome, resulting from the light during daytime, with the sync of the circadian clock that enables plants to determine the duration of the night. Other occurrences of photoperiodism in plants are like the growth of stems or roots within some seasons or the loss of plant leaves at other seasons. Transpiration and stomata a ctions also greatly affect the plant in almost all the cited circumstances above. Transpiration in plants is the process by which evaporation of water molecules usually through the leaves but also takes place from flowers, roots and even stems. The stomata are the major site for transpiration. The opening of the stomata is a regulated process through the stomata guard cells and the process of water loss may be considered both unfortunate and necessary. The stomata open to allow the diffusion of the photosynthetic gas, carbon dioxide and allows out oxygen. Transpiration has a dual action of cooling the plant in excessive heating and will also aid the loss of unwanted water within the plant system. It also enables the mass flow of mineral nutrients that is aided by the flow of plant water. This is a hydrostatic process that thrives on diffusion of water out of the stomata. The rate of transpiration is directly affected by the rate of stomata opening. The evaporation demand of the atmosphere is also another factor that influences the release of water. Humid conditions dont favour evapotranspiration. Wind also enhances this rate. The amount of water through the process also depends on the individual plant size, the surrounding intensity of light the ambient temperature, soil water supply and the soil temperature. Genetic, physical and chemical factors affects all the environmental responses, internal cell functions and external adjustments. The plant functioning is a complex that embraces all the aspects of botanical science and one cannot be studied alone in isolation. All the functions may vary from one plant to another depending on the cell morphology, anatomy or ecological niche but essentially, for all photosynthetic plant, the general functions are read along similar lines. Deviations may occur as a result of evolutional characteristics or adaptations. These deviations, however, have not deterred the organization of the study of plant physiology. Research on physiology of plants is still developing and a great understanding of the topic is essential if it is approached from all aspects of the study of Biology as a discipline and may call for inclusion of other disciplines. Bibliography Hodgkin, Atmourserg, The Pursuit of Nature. Cambridge: Cambridge University Press, 1977. Boyd, Claver. The logic of life: Challenge of Integrative Physiology. Oxford: Oxford University Press, 1993. Robinson, Trevor. The Organic Constituents of Higher Plants, Minneapolis: Burgess Publishing, 1963. 183. Fosket, Donald. Germination of Plant.A Molecular Approach. San Diego: Academic Press 1994, 498-509.