International trade Research Paper Example | Topics and Well Written Essays - 1500 words

International trade - Research Paper Example A market analysis is conducted upon Saudi Arabia to measure the political, economical, social factors which might influence the marketing strategy of Manuka Health. After careful investigation, the company plans to enter the Saudi Arabia market with the help of franchising strategy, as the franchising strategy is one of the most used modes of international expansion being more flexible in operation. Manuka Honey will promote its product through trade shows, store location and through the media, mainly print media and television. After the company has marked its presence it is going to further expand into other cities of Saudi Arabia and, finally, plans to expand globally. Company Overview Manuka Health is a pioneer in the development of innovative and natural products by utilising the unique properties of bioactive compounds which are found in New Zealand. The company works with research centres based in the USA, UK, Australia, Germany, Japan and New Zealand, which helps to reveal th e efficacy of the company’s product. Manuka Honey is dedicated to manufacture, as well as marketing of a quality range of innovative natural healthcare products in order to improve the health and the quality of life of people across the globe. Manuka believes in nature and science, as its tagline says â€Å"Given by nature. ... The company has set a standard and all the honey needs to meet a certain level of quality and safety in order to ensure that the level of bioactive compounds is maintained well. Manuka Health operation is certified for using organic in the process of organic honey; it is raw but at the same time no added chemicals are being used during the process and hot water is used to clean the plants. Manuka Health is committed to utilize the most sustainable business practice, through which it is possible to minimize the impact on the environment (Manuka Health). Manuka health comprises of various products and categories which are stated below: Manuka Honey and its products comprise of MGO 550+, 400+, 250+, 100+ and 30+ Manuka Honey; BIO30 New Zealand Propolis: product consists of tablets, capsules, liquid and Tincture. Functional Food: Manuka Honey and Green Tea, honey with green tea extract, with Bee Venom, Manuka Honey and Activaloe gel and fresh royal jelly. Bioactive supplement: Bee Pollen Capsules and Granules, MGO 400+ Manuka Honey and Colostrum, green lipped mussel oil, and Royal jelly Capsules. Winter Wellness: Manuka honey kids Syrup, Honey syrup, Propolis and Manuka Honey throat spray, BIO 30 New Zealand Propolis peppermint Suckles, Honey suckles and Lemon Suckles. Personal care: Soap, body lotion, hand and nail cream, lip balm, toothpaste and Manuka oil and with tea tree oil. New Zealand Gourmet: Honey, Shortbread, Tawari honey, Wild Flower Honey, Southern Clover Honey, kamahi Honey, Rewarewa Honey and honey blend. Wound Care: wound dressing, wound gel and breast pads with Manuka Honey (Manuka Health, 2012). SWOT Analysis Strengths Extensive range of natural New Zealand origin products: MGOâ„ ¢ Manuka Honey, Propolis, Royal Jelly, Bee

Wall Mart Audit Essay Example | Topics and Well Written Essays - 1000 words

Wall Mart Audit - Essay Example John Fleming and Stephen Quinn were associated with the three-year plan proposed by Eduardo Castro-Wright, former president and Chief Executive of Wal-Mart Stores U.S., the objective of the plan was to increase sales and profitability (Andrew, 2007). The authorities own more than fifty percent of the shares. The members and executives are internal, and no external members have remained affiliated with board of directors, however there have been certain exceptions in past. The stocks owned by the directors and executives have been traded privately. The members of the board of directors have contributed in vigilant manner; and have sufficient experience and qualification to execute their respective task. Charles Holley, the Wal-Mart treasurer, commented that the shuffles at managerial levels "had been overplayed in the media", he regarded that shuffles are normal procedure, and adopted in Wal-Mart on routine basis so that management shall carry diversified experience. According to reports, "Wal-Mart has a history of shuffling top executives so they can learn how different parts of the business operate, Cast is moving into a broader role at the retailer that will involve heading business strategy and strategic planning for Wal-Mart Stores, Vazquez will oversee all day-to-day operations at Walmart.com and will also focus on expanding the site's merchandise assortment". The Castro-Wright will supervise the assignments of Cast and Vazquez; both the executive authorities are required to report to Castro-Wright (Philip, 2007). The recent managerial shuffles have kindled the hopes of the shareholders, it is expected that the appointees have experience and qualification to deliver excellenc e and profits. Strategic Alternatives and Recommended Strategy: Managerial Changes The management shuffle under taken by the company has been rare in any of the American organization. Eduardo Castro-Wright has taken the charge was CEO of the Wal-Mart Stores Division World Wide (except for United States), whereas Doug McMillon has been appointed as the CEO of the Wal-Mart Stores Division in the United States. Soon after the appointment of John Fleming as Chief Merchandising Officer, he introduced major shuffles in his merchandising leadership team. Lee Scott is the CEO and John Menzer is Vice Chairman of the Wal-Mart America (Grant, 2007). Mr. McMillon, the CEO of the Wal-Mart America, has been admired and respected by the suppliers and others who have remained affiliated with the company. Mr. Castro-Wright has been least popular among the suppliers, he has been credited "for renewed effort to increase inventory turns, which has increased pressure on sales, and is believed to be well-regarded by senior Wal-Mart management and the company's board". Ms. Pat Curaan is expected to succeed Mr. McMillon as CEO of Wal-Mart America, and she'll be the first woman to lead the operating units of Wal-Mart (Emilio, 2007). Mr. John Westling has been promoted as the in-charge of Wal-Mart's inventory-replenishment operations, and it is believed that the "he'll work to expand efforts to reduce the retailer's inventory"; he was previously Senior VP-general manager of consumables. Mr. MCall has been appointed as the senior VP-general manager of consumables. Mr. Gary Severson will remain as Senior Vice President of Entertainment, and will be assisted by Ms. Laura Phillips, Mr. Kevin

Presidential Transition and Policy Priorities on Civil Rights Essay

Presidential Transition and Policy Priorities on Civil Rights - Essay Example Discrimination in itself is one hot issue that Pres. Obama must address. In other words, every Civil Rights issue will stem upon his resolve (or lack of it) to address discrimination. The American Founding Fathers believed that "All men are created equal," and it is really absurd of people will be discriminated because of race, color, national origin, disability, age, sex and religion. In follows then that health care institutions should not tolerate discrimination, and it is good that such services under the Office of Civil Rights are prohibited from displaying such acts. The Civil Rights Act of 1964 was passed and implemented to prevent "racial segregation" in public places, schools and place of employment. It was established first and foremost to aid African Americans and protect women. To accomplish its objectives, this law also created the Equal Employment Opportunity Commission. Subsequent to the Civil Rights Act of 1964, President George H.W. Bush has signed into law the American with Disabilities Act of 1990 or ADA in July 26, 19904. The Act bans discrimination against people with disabilities in employment in public service, in public accommodations and in telecommunications. The Equal Employment Opportunity Commission is responsible for enforcing the prohibition of discrimination against people with disabilities in employment. The ADA protects people from job discrimination of qualified individuals because of the presence of a disability. According to ADA, a person has a disability if he or she possesses a mental or physical impairment that adequately limits a major life activity. ADA can protect such person in cases wherein a person has history of such disability, or even in the case that such disability exists only in the mind of the would-be employer. To be protected under the ADA you must have a record or evidence of considerable impairment. A considerable or substantial impairment is one which restricts key life activities in the form of hearing, seeing, speaking, and performing manual tasks, caring for oneself, learning or working. But if a person has a certain disability, there are conditions by which he or she can be reasonably accommodated. In particular: 1. A person must satisfy the requirements for education, relevant experience, specific skills, and professional certification. 2. A person ought to be able to fulfill the job with or without accommodation since an employer cannot refuse to hire such him or her on the basis of the presence of any disability. But in doing so, it is important to clarify what is reasonable accommodation. It pertains to adjustments or changes with a work environment which allows a qualified applicant with a disability to participate in the job application process, to perform the essential functions of a job or to enjoy benefits and privileges of employment equal to those enjoyed by employees without disabilities. Reasonable accommodation may include: 1. Provision or modification of equipment. 2. Job

Using Technology to Create Strategic Options Essay

Using Technology to Create Strategic Options - Essay Example e human resource of the company, the company survives the competition it is presented with because it gets people who can rightly produce or create computer hardware and software that matches the experiences of users, connect users to the company, and trade out products to consumers. It is important to mention that assessing a company’s competitiveness on the technology market from a demand side should give much attention to user specification. It is for this reason that in the selection of its human resource base, Apple Inc. ensures that it is only the best employees who can predict and forecast the market from a user-based perspective and create technology based hardware and software that meet the demands of users. Another important resource that Apple Inc. has for years used in gaining competitiveness and remains important in competing is financial resources. The computer hardware and software industry has been described as one of the most capital intensive industries in th e world. This is because of the fast changing nature of the industry, where on a rapid basis, the trend of user demands change. As these demand changes happen, companies in the industry have been obliged to also change their marketing mix and manufacturing strategies to ensuring that they become the preferred destination for consumers seeking change (Hannah and Peter, 2013). In such a situation, competition becomes almost impossible in the absence of sufficient funds to compete. For Apple Inc. there remains the need for rapid capital injection so as to compete because most of its competitors continue to become financially viable and strong on the competitive market. In the creation of strategic options for its financial needs, it is strongly recommended that the company undertakes key financial...This is because out of the numerous strategic options, the companies become equipped with the selection of the most preferred and suitable choices that best respond to the dictates of the m arket in which they find themselves. In today’s competitive market, specifically for the computer hardware industry, the need and use of technology in the creation of strategic options has become necessary and relevant than ever before. This is because the computer hardware industry is by nature a technology based industry that has so much responsiveness in the demand side of the technology market. This paper shall therefore explore how Apple Inc. as a player in the computer hardware and software industry has used technology to alter the competitive dynamics of its market space. Resources needed to compete Sampler (2013) identifies three major dimensions of IT progress, out of which is the reach dimension. As far as reach is concerned, three other dimensions can be found, which are user experience, connectivity and commerce. The selection of various options has however been done with particular focus and attention to what prevails with competitors. This is because consumers of products and services offered by the company keep becoming inclined with the choices of products and services they want.

Engelse taal in Nederland

Engelse taal in Nederland INHOUDSOPGAVE VOORWOORD Voor u ligt het profielwerkstuk waar wij dit schooljaar aan hebben gewerkt. Wij willen en . Bedanken voor hun hulp bij het maken van dit document We hopen duidelijkheid te geven in.. en Wij moeten in havo 5 een profielwerkstuk maken over een vak die je in je profiel heb. Wij hebben allebei het profiel Economie Maatschappij met vele vakken daarin. Waarom hebben wij het vak Engels gekozen? Je hebt vele keuzes in vakken binnen je profiel. Beide zijn wij redelijk goed in de Engelse taal en hebben dan ook geen moeite om te spreken of te verstaan. In tegenstelling tot onze ouders spreken wij de Engelse taal stukken beter en wij vroegen ons af hoe dat nou kan. De Engelse taal heeft wereldwijd een grote invloed op iedereen. In het dagelijks leven komen steeds meer Engelse leenwoorden voor. Dit is zo normaal geworden dat je het bijna niet meer opmerkt maar het komt zeer vaak voor. Waarom hebben wij als begeleidster Mevrouw Slesarenko gekozen? Bij het vak Engels waren een aantal leraren/leraressen beschikbaar. We hebben Mevrouw Slesarenko gekozen omdat ze naar onze mening eerlijke en duidelijk beoordeeld. Ze kan makkelijk uitleggen waar dingen verandert moet worden en waar eventueel nog meer informatie bij kan. We zijn blij met deze keuze omdat Mevrouw Slesarenko ons goed heeft begeleid tijdens het profielwerkstuk. INLEIDING Aanleiding Inleiding: Wij hebben dit onderwerp gekozen omdat wij Engels zien als de taal van de toekomst, wat een belangrijke factor van onze keuze is dat wij allebei zonder al te veel problemen deze taal spreken. Engels komt elke dag voor in het dagelijks leven veel reclame en media gebruikt Engels omdat het veel mensen aanspreekt. De vraag is waarom? Waarom spreekt Engels zoveel mensen aan en waarom kunnen de meeste mensen Engels spreken, maar Duits, Frans of Spaans wordt over het algemeen door niet heel veel mensen beheerst. Het is ons doel om goed uit te leggen wat de Engelse taal eigenlijk is en waarom het zo veel word gebruikt door landen die niet als moedertaal Engels spreken. Hieronder staan de onderwerpen waarin wij proberen uit te leggen waarom het Engels zo een belangrijke taal is in onze samenleving. Hoofdstukindeling Geschiedenis van de Engelse taal. In deze paragraaf gaan we de opkomst van het Engels bespreken. Hoe komt het dat Engels zo een belangrijke taal is geworden door de eeuwen heen? Hoe is de Engelse taal in Nederland ontstaan? We gaan vertellen hoe het komt dat de Engelse taal zo belangrijk is geworden in Nederland en waarom we niet meer zonder kunnen. Wat houd het Europees referentiekader in? Het referentiekader is vrij nieuw in Europa. Het Gemeenschappelijk Europees referentiekader voor talen: Leren, onderwijzen, evaluatie is een richtlijn om de vorderingen van leerlingen te beschrijven in Europa. Omdat het ook binnenkort in Nederland ingevoerd zal worden, willen wij dit graag goed uitleggen. Engels als wereldtaal. We gaan bespreken hoe het komt dat de Engelse taal onmisbaar is in de wereld en waarom het zo een grote invloed heeft op de wereld. Engels tegenover andere wereldtalen in Europa. We willen hier bespreken waarom Engels zo een belangrijke taal is vergeleken met andere wereldtalen zoals Spaans, Frans of Duits. Hoe komt het dat Nederlanders zo goed Engels spreken? We willen vertellen hoe het komt dat Nederlanders de Engelse taal zo goed beheersen in vergelijking met andere landen. GESCHIEDENIS ENGELSE TAAL Ontstaan Engelse taal Geschiedenis Oorspronkelijk is het Engels ontstaan uit vele dialecten, die naar Engeland werden overgebracht door kolonisten, aan het begin van de 5e eeuw. De taal werd sterk benvloed door de Oud-Noorse taal van de Vikingen. Door invloed van de Normandiers na de veroverring van Engeland in 1066, veranderde het Oudenengels in het Middenengels. De veranderingen komen grotendeels door het grote gebruik van leenwoorden uit de Normandische woordenschat en het toepassen van de Normandische spellingsregels. Het Engels dat we nu kennen, ontwikkelde zich daarvandaan en ging door met het opnemen van buitenlandse woorden, met name uit het Latijn en Grieks. Het Engels vindt zijn oorsprong in de Germaanse talen die in Groot-Brittannià « gesproken werden..Het is sterk benvloed door het Oudnoords (dankzij de vele Vikingen die er zich vestigden tussen 800-1000), en ook het Frans (na de verovering door de Normandià «rs in 1066) heeft een grote invloed gehad. De grammaticale structuur van het Engels is dus nog steeds overwegend Germaans met nog enkele zinconstructies na die ontleent zijn aan de Romaanse taal. Echter is wel 60% van de totale woordenschat uit van het Engels, ontleent uit het Frans en Latijn. Men noemt het Engels daarom soms ook wel een brugtaal tussen de wereld van de Germaanse en die van de Romaanse talen. Hier nog even de ontwikkelingen binnen het Engels op een rijtje door de eeuwen heen: Oudengels, 7e en 8e eeuw (ook bekend als Angelsaksisch) Middelengels, 12e-15e eeuw, invloed vanuit het Normandisch (een Frans dialect) Nieuw-Engels, 16e eeuw tot heden Opkomst Engels nogwat conclusie of zo ONTSTAAN ENGELSE TAAL IN NEDERLAND Nederlandse taal vroeger. Vroeger sprak iedereen Nederlands. Alleen de rijkere laag van de bevolking sprak Engels doordat ze vaak handels contacten hadden met het buitenland. Nederland is altijd al een handelsland geweest. Mensen gingen naar andere landen omdat daar handel te drijven. Ze namen dan vaak stukjes taal mee terug naar het eigen land. Waarom is Engels een wereldtaal en Nederlands niet? De grammatica van Engels komt uit het Germaans, veel woorden in het Engels komen uit het Romaans. Engels wordt daarom ook wel een brugtaal genoemd tussen de Romaanse en Germaanse talen. De Engelse taal is vanaf de 20e eeuw de grootste en invloedrijkste taal ter wereld. Dit komt door dat Groot-Brittannià « vroeger de baas was in veel gebiedenover de helewereld.Hierdoor ishet Engels in veel voormalige kolonià «n nog steeds de voornaamste gesproken taal. Groot-Brittannià « heeft in die tijd veel kleine eilandjes en landen ingenomen. Maar Engels is ook de belangrijkste taal door de Verenigende Staten, wat vroeger ook een kolonie was, waar heel veel mensen wonen die allemaal Engels spreken. Engels is dus een van de meest gesproken talen ter wereld. Veel minder mensenspreken Nederlands. Nederland had vroeger ook wel Kolonià «n zoals Suriname en Indonesià «. In Suriname wordt nog wel voor een groot deel Nederlands gesproken maar in de andere voormalige kolonià «n helaas niet meer. Groot-Brittannià « had vroeger ook veel kolonià «n over de hele wereld dan Nederland. Vandaar dat Engels een wereldtaal is en Nederlands niet. opkomst Engels in Nederland Nederland is na de Tweede Wereldoorlog bevrijd door voornamelijk Engels sprekende soldaten denk maar aan de Amerikanen, Britten en Canadezen. Dit had een erg positieve invloed op het aanleren van de Engelse taal in Nederland. Veel ontwikkelingen uit het Engelse taalgebied komen ook naar het Nederlandse taalgebied, ontwikkelingen zoals de computer spelen een grote rol. Hierdoor worden veel Engelse begrippen waarvoor (nog) geen Nederlands woord bestaat in de taal opgenomen. Veel Engelse woorden blijven dan ook onvertaald en blijvend gebruikt in de Nederlandse taal. Factoren Belangrijke factoren die er voor hebben gezorgd dat Engels erg belang werd in Nederland zijn: Computers, daarbij moet je vooral denken aan het internet en vele Amerikaanse computerspellen. Immigranten Engelstalige films en boeken Reizen over de wereld werd gemakkelijker. Engels is een vrij makkelijke taal om aan te leren voor veel mensen. De VS en zijn belangrijke invloed over de hele wereld. De invloed van het Engels in Nederland is dan ook erg groot, in Nederland spreken veel mensen Engels als tweede taal. Engelstalig onderwijs in Nederland In het voortgezet onderwijs is Engels een verplicht vak. Voor veel mensen in Nederland is het ook hun tweede taal. Het aantal Engelstaligen in Amsterdam ligt tussen de 50.000 en 100.000 personen en dit aantal groeit sterk. Er leven in de Benelux veel expats die (op hun werk) Engels spreken en vaak hun kinderen ook naar Engelstalig onderwijs sturen. Het Engelstalig onderwijs in Nederland maakt een stormachtige groei door. Op een aantal basisscholen, niet op alle, wordt Engelse les gegeven, voornamelijk aan de hoogste klassen (groep 7 en 8). Het is een vast onderdeel van veel vormen van voortgezet onderwijs. Op sommige scholen wordt Versterkt Engels gegeven. Op een kleine 100 scholen in Nederland wordt tweetalig onderwijs in het Engels en het Nederlands gegeven. Er zijn internationale scholen waar volledig in het Engels les wordt gegeven. Op universiteiten zijn er veel masteropleidingen die Engelstalig zijn. Ook komen er steeds meer Engelstalige bachelor opleidingen. Bij veel opleidingen wordt gebruik gemaakt van Engelstalig lesmateriaal en Engelse namen. Engelstalige televisie in Nederland Door de revolutie in de communicatie is het aantal televisiezenders toegenomen tot meer dan 100 in Nederland. Een groot gedeelte daarvan is ook in het Engels. Bekende Engelstalige televisiezenders in Nederland zijn de British Broadcasting Corporation (BBC) en CNN. Daarnaast wordt er ook veel Engelstalig materiaal uitgezonden met Nederlandse ondertiteling. Anglofobie In Nederland ontstaat er bij sommigen een sterk gevoel van anglofobie (ook wel anti-anglicisme genoemd).[bron?] Dit komt vooral doordat mensen de indruk krijgen dat Engelstaligen zichzelf goed vinden, dat ze een dominante plek innemen of dat ze denken dat ze overal terecht kunnen met hun taal en zelf geen vreemde talen hoeven te leren. Naar de mening van anglofoben wordt er vaak onzorgvuldig omgegaan met het Nederlands. De media bijvoorbeeld gebruiken in hun ogen veel Engelse woorden of vaktermen die lang niet altijd nodig zijn. Dat leidt vaak tot irritaties. Zeker remigranten of immigranten die in Nederland aankomen, ergeren zich vaak aan het taalbeleid van Schiphol, waar borden als trefpunt vervangen zijn door meeting point of reclames in het Engels. Wat vaak ook irritaties oplevert, is dat Engelse beschrijvingen vaak bovenaan vermeld worden terwijl Nederlands de officià «le voertaal is. EUROPEES REFERENTIEKADER betekenis Wat betekent het Gemeenschappelijk Europees referentiekader nou precies? Het Gemeenschappelijk Europees referentiekader voor talen: Leren, onderwijzen en evaluatie is een richtlijn om de vorderingen van leerlingen te beschrijven in Europa. Het is door de Raad van Europa samengesteld als deel van het project Language Learning for European Citizenship tussen 1989 en 1996. Hieronder zullen wij dit nog verder uitleggen. Het Gemeenschappelijk Europees Referentiekader zorgt voor een basis die internationaal gebruikt kan worden voor de uitwerking van lesprogrammas, examens, leerboeken en dergelijke in heel Europa. Het beschrijft wat studenten moeten leren om een taal te kunnen gebruiken voor communicatie en welke kennis en vaardigheden zij moeten hebben om duidelijk te kunnen handelen in een vreemde taal. Verder bevat het referentiekader ook vaardigheidniveaus waarmee de voortgang van studenten levenslang kan worden gemeten. Het Gemeenschappelijk Europees Referentiekader is bedoeld om misverstanden te voorkomen uit de verschillen tussen de onderwijsstelsels in Europa. Door een gemeenschappelijke basis te bieden voor de beschrijving van doelstellingen, inhoud en lesmethoden, vergroot het referentiekader de internationale samenwerking op het gebied van de taal die we vandaag spreken. Het Referentiekader beschrijft ook deelkwalificaties. Deze kunnen worden gebruikt wanneer een beperktere taalkennis is vereist (bijvoorbeeld meer luister- dan spreekvaardigheid) of wanneer er weinig tijd beschikbaar is voor het leren van een derde of vierde taal en wellicht betere resultaten haalbaar zijn door bijvoorbeeld meer te mikken op herkenning dan op onthouden. Algemene maatregelen voor het goed verlopen van het Europees Referentiekader. Voor zover mogelijk zekerstellen dat alle groepen binnen de bevolking toegang hebben tot de middelen om kennis te verkrijgen van de talen uit andere landen en vaardigheden in het gebruik van die talen aan te leren waarmee zij in hun communicatiebehoefte kunnen voorzien. Het niveau van docenten, leerkrachten en studenten op alle niveaus bevorderen, aanmoedigen en ondersteunen om in hun eigen situatie goed en duidelijk de vreemde taal te spreken en te kunnen verstaan. Onderzoeks- en ontwikkelingsprogrammas maken die ertoe leiden dat op alle onderwijsniveaus methoden en materialen worden ingevoerd die geschikt zijn om alle niveaus van onderwijs in staat te stellen voldoende vaardigheden aan te leren zodat ze de vreemde taal goed kunnen beoefenen. Hier zijn een aantal belangrijke factoren die de maatregelen ondersteunen. Je moet: kunnen omgaan met alledaagse zaken in een ander land, en buitenlanders die in hun land verblijven kunnen helpen dat ook te doen; informatie en ideeà «n kunnen uitwisselen met jonge mensen en volwassenen die een andere taal spreken en hun gedachten en gevoelens aan hen kunnen overbrengen; een breder en dieper inzicht kunnen krijgen in de leefwijze en gedachtewereld van andere volken en het begrijpen van de bijhorende cultuur. Het beste is een vreemde taal aan te leren is door: het onderwijzen en leren van taal te baseren op de behoeften, motivaties, kenmerken en bronnen van studenten; zinvolle en realistische doelen zo goed mogelijk tot realiteit te brengen. gepaste methoden en materialen te ontwikkelen; Bij de opleiding Engels maak je beter kennis met het grote aanbod van dialecten in talen, culturen, en literaturen, zoals die nu is en zoals die in de loop van de geschiedenis is gegroeid. Ook leer je om je in correct Engels uit te drukken, zowel schriftelijk als mondeling, en een groot aantal dialecten te verstaan. Hieronder staan de 6 niveaus van het Referentiekader. A Basisgebruiker A1 Doorbraak A2 Tussenstap B Onafhankelijke gebruiker B1 Drempel B2 Uitzicht C Vaardige gebruiker C1 Effectieve operationele vaardigheid C2 Beheersing Voor elk niveau zijn er deze 3 onderwerpen. Begrijpen Luisteren Lezen Spreken Gesproken interactie Gesproken reproductie Schrijven Referentiekader in Nederland Dit Gemeenschappelijk Europees Referentiekader wordt ook gebruikt in de nieuwe Wet Inburgering die in Nederland sinds 1 januari 2007 geldt. Inburgeringsplichtigen moeten sindsdien zorgen dat ze Nederlands leren spreken, lezen, schrijven en verstaan op A2-niveau. Waarom bestaat dit? K Invoeren in NL De rede hiervan is.. WERELDTAAL Engels als wereldtaal Engels vs. Nederlands Conclusie De belangrijkste rede is dus dat Engels wel een wereldtaal is, omdat .. en Nederland is/heeft dat niet. Wereldtaal Engels is al zon twee eeuwen lang de grootste wereldtaal. Er zijn dan ook een groot aantal verschillende varianten aan literatuur in het Engels verschenen. Niet alleen in Engeland zelf, maar ook in de andere onderdelen van het Verenigd Koninkrijk, in Ierland, en in voormalige kolonià «n zoals de Verenigde Staten, Canada, Australià «, Nieuw Zeeland, India, Zuid-Afrika, en het Caribisch gebied. Ook wordt er in al deze gebieden weer een andere variant van het Engels gesproken. Een wereldtaal is een verspreide taal met een aanzienlijk aantal sprekers die internationaal veel wordt gebruikt. Er zijn verschillende definities van een wereldtaal. Ook zijn er verschillende meningen over welke talen er nu eigenlijk bij horen. Algemeen gesproken gaat het om Arabisch, Engels, Frans en Spaans. Het Mandarijn (Chinees) is de meest gesproken taal, maar is eigenlijk alleen bekend in China. Talen als Italiaans, Russisch en Duits zijn twijfelgevallen. Het Nederlands wordt soms de kleinste wereldtaal genoemd, wellicht niet zozeer vanwege het aantal sprekers maar omdat het Nederlands in historisch opzicht bepaalde rollen van een wereldtaal heeft vervuld. Internationaal Engels (ook wel Wereldwijd Engels of Standaard Engels) is het idee dat Engels de wereldtaal voor communicatie is of zal worden, in plaats van de vele verschillende talen die de wereld kent. Eà ©n wereldtaal zou communicatie vereenvoudigen omdat er geen tolken meer nodig zouden zijn. Engels als wereldtaal kan ook de wetenschap ten goede komen, als iedereen Engels spreekt kan er gemakkelijker onderzoek gedaan worden. De inheemse bevolking van oerwouden zou wetenschappers bijvoorbeeld duidelijker uitleg kunnen geven over de natuur. De reden waarom Engels als een wereldtaal wordt beschouwd is simpel. Het is een taal die makkelijk te leren is en die werelwijd door honderden miljoenen mensen als eerste of tweede taal wordt gesproken. Engels is een taal waar men vaak mee te maken krijgt en die overal voorkomt, zoals in games en op televisie (voornamelijk in Nederland). De keuze voor Engels lijkt dus voor de hand liggend, maar er moet wel de bereidheid bestaan om vreemde tale n te leren en deze is vaak niet aanwezig. Alles bij elkaar blijft het Engels toch een taal die op internationaal vlak heel belangrijk is en die in de komende jaren nog belangrijker kan worden. In plaats van Engels zouden ook Spaans en Mandarijn de enkele wereldtaal kunnen worden, alhoewel deze minder kans maken dan Engels omdat ze moeilijker zijn (Mandarijn) of minder verspreid (Spaans). Betekenis Modern Engels, soms beschreven als de eerste wereldwijde lingua franca, is de belangrijkste internationale taal voor communicatie, wetenschap, luchtvaart, entertainment, toerisme , radio, diplomatie en in de zakenwereld. De uitbreiding van de taal vanaf de Britse eilanden over de hele wereld begon tegelijk met de groei van het Britse Rijk, en aan het eind van de negentiende eeuw was de taal werkelijk wereldwijd verspreid. De taal is dominant in de Verenigde Staten en door zijn groeiende economische en culturele invloed en status als wereldmacht sinds de Tweede Wereldoorlog is de positie van de taal wereldwijd versterkt. Een goede kennis van het Engels is een vereiste in een aantal werkgebieden en beroepen zoals geneeskunde en informatica; ten gevolge daarvan spreken ten minste à ©Ãƒ ©n miljard mensen de beginselen van het Engels. Het is ook een van de zes officià «le talen van de Verenigde Naties. Taalkundigen als David Crystal herkennen dat een van de gevolgen van de groei van het Engels (net als andere wereldwijd gesproken talen) is dat de taalkundige diversiteit op veel plekken ter wereld verloren gaat, met name in Australazià « en Noord-Amerika Internationaal Engels Uit Wikipedia, de vrije encyclopedie Ga naar: navigatie, zoeken Internationaal Engels (ook wel Wereldwijd Engels of Standaard Engels) is het idee dat Engels de wereldtaal voor communicatie is of zal worden, in plaats van de vele verschillende talen die de wereld kent. Eà ©n wereldtaal zou communicatie vereenvoudigen omdat er geen tolken meer nodig zouden zijn. Engels als wereldtaal kan ook de wetenschap ten goede komen, als iedereen Engels spreekt kan er gemakkelijker onderzoek gedaan worden. De inheemse bevolking van oerwouden zou wetenschappers bijvoorbeeld duidelijker uitleg kunnen geven over de natuur. De reden waarom Engels als een wereldtaal wordt beschouwd is simpel. Het is een taal die makkelijk te leren is en die wereldwijd door honderden miljoenen mensen als eerste of tweede taal wordt gesproken. Engels is een taal waar men vaak mee te maken krijgt en die overal voorkomt, zoals in games en op televisie (voornamelijk in Nederland). De keuze voor Engels lijkt dus voor de hand liggend, maar er moet wel de bereidheid bestaan om vreemde tal en te leren en deze is vaak niet aanwezig. Alles bij elkaar blijft het Engels toch een taal die op internationaal vlak heel belangrijk is en die in de komende jaren nog belangrijker kan worden. In plaats van Engels zouden ook Spaans en Mandarijn de enkele wereldtaal kunnen worden, alhoewel deze minder kans maken dan Engels omdat ze moeilijker zijn (Mandarijn) of minder verspreid (Spaans). Engels is tegenwoordig de meest gebruikte taal in internationale betrekkingen. Het is ook van alle talen de meest aangeleerde als tweede taal. Maar is dit zo vanzelfsprekend? Engels de wereldtaal Momenteel kunnen we er niet naast kijken. Engels is dà © wereldtaal. Elk kind van 10 jaar kan naast zijn moedertaal een mondjevol Engels meepraten en passief aardig wat Engels begrijpen. Hoe is deze situatie ontstaan? Het gevolg niet voor de oorzaak nemen Natuurlijk kunnen we zeggen dat het engels ons langs alle kanten overvalt, via liedjes, film, computerspelletjes, computerterminologie, luchthaventaal, enz. Dit is echter niet de reden waarom Engels de wereldtaal geworden is, maar het gevolg. Wat is dan de reden. Eigenlijk kunnen we beter spreken van oorzaak dan van reden. Oorzaak zegt hoe iets er gekomen is, terwijl reden zegt waarom men iets gedaan heeft. Keuze of toeval De eerste vraag die bij ons zal opkomen, is of het Engels de wereldtaal geworden is door keuze of door toeval. We gaan even de mogelijkheden afgaan. Redenen om Engels als wereldtaal te kiezen Gemakkelijk te leren? Uitgebreide woordenschat? Fonetiek? Gemakkelijk te leren? Een zeer rudimentaire kennis van het Engels is gemakkelijk te leren. De spraakkunst is immers zeer eenvoudig. De problemen beginnen pas als je er echt mee bezig bent. De Engelse spraakkunst is inderdaad eenvoudig, maar er is meer uitzondering dan regel. Het Engels is namelijk een heel idiomatische taal. Dat wil zeggen: een taal die niet veel logica hanteert, doch eerder gewoonterecht. Voor iemand die in die taal is geboren, kan dat niet veel problemen opleveren. Wij merken ook niet veel van de onlogische trekjes in het Nederlands. Alleen zijn die in het Nederlands niet zo talrijk als in het Engels. Kortom Engels is gemakkelijk te leren als eerste taal, maar erg moeilijk als tweede of derde taal, tenzij je het natuurlijk niet zo nauw neemt met de exactheid van wat je zegt. Uitgebreide woordenschat? Het Engels heeft een van de grootste verzamelingen woorden van alle talen. Op zich zou dat een voordeel kunnen zijn, omdat dit ruimte geeft voor nuance. Jammer genoeg is de uitgebreide Engelse woordenschat weinig etymologisch onderbouwd. Alvast veel minder dan in het Nederlands, Frans, Duits, Spaans, enz. Dit geeft dus hetzelfde probleem als hierboven: wie het Engels als moedertaal heeft of er de hele dag mee omgaat, zal na verloop van tijd een hele brok van die woordenschat onder de knie krijgen. Wie deze taal echter als tweede of derde taal moet leren en ze niet dagelijks gebruikt, kan zich maar beperkt uitdrukken en wat veel erger is niet alles begrijpen wat de ander zegt of wat hij leest. Fonetiek? Met fonetiek bedoel ik in deze context de relatie tussen wat je schrijft en wat je uitspreekt. De fonetiek is een van de zwakste punten van het Engels. Buiten het Tibetaans, (dit is niet als grap bedoeld) zullen er niet veel talen zijn die zo inconsequent worden geschreven als het Engels. Zelfs voor de native speakers een probleem Als we een Duitse, Nederlandse, Spaanse of Franse tekst op band opnemen, zal iedereen die die taal spreekt hetzelfde horen wanneer de band afgespeeld wordt. Er zijn in dit verband experimenten gedaan met het Engels, die onthutsende resultaten opleveren! Een tekst werd in het Engels op een band opgenomen en dan in stukken geknipt. Fragmenten werden dan afgespeeld voor native speakers en tot de grote ontsteltenis van de onderzoekers hoorden alle luisteraars iets verschillend. Minder dan de helft van de poefpersonen kon exact opschrijven wat de spreker had gezegd. En dit waren dus allemaal mensen die het Engels als moedertaal hadden. Wat zou het resultaat dan geweest zijn, bij mensen die het Engels slechts als tweede taal hadden? De 90/10 verhouding Studies hebben uitgemaakt dat 90% van de Engelse woorden consequent worden gespeld en 10% inconsequent. Het probleem is dat van de frequent gebruikte woorden net omgekeerd 10% consequent wordt gespeld en 90% inconsequent. Dit heeft natuurlijk zijn oorzaak. In vele talen is het zo dat de meest gebruikte woorden een eigen leven gaan leiden en zich vaak onregelmatig gaan gedragen, terwijl de zuinig gebruikte woorden heel gedisciplineerd blijven. Toevalsfactoren bij de opmars van het Engels Factoren die een grote rol hebben gespeeld bij de verheffing van het Engels tot de wereldtaal zijn onder meer: De uitgestrektheid van het voormalig Brits imperium De economische suprematie van de Verenigde Staten van Amerika in de twintigste eeuw Hoe Engeland aan zijn taal komt, weten we wel, maar hoe zit dat met Amerika? De Verenigde Staten zijn uiteindelijk gegroeid uit kolonisten van een aantal landen: De Nederlanden (waaronder ik dus ook het huidige Belgià « reken) Spanje Engeland Ierland Duitsland Scandinavià «, enz. De inheemse volkeren De Afrikaans-Amerikanen Toen het Amerikaanse Congres de officià «le taal voor het nieuwe land ging kiezen, werd er gestemd. De meerderheid stemde voor het Engels. Wat veel mensen niet weten, is dat het maar 1 stem verschil uitmaakte, of het was Duits geweest. Er wordt in sommige publicaties zelfs beweerd, dat dit verschil van 1 stem te maken had met een zieke die zijn stem niet had kunnen uitbrengen. Nu nog is het zo dat als alle Amerikanen hun stamboom maken tot aan hun Europese voorouders, de van afkomst Duitsers de grootste groep uitmaken. Conclusie Samenvattend kunnen we zeggen dat het Engels de wereldtaal is geworden, niet door een beslissing van de wereldbevolking, doch door een samenloop van omstandigheden. De twee belangrijkste factoren hierin zijn de vroegere overheersing van de Britten in alle werelddelen en het feit dat het land dat een groot deel van de twintigste eeuw de sterkste economie van de wereld zou worden, met een voorsprong van 1 stem toevallig het Engels als officià «le taal had gekozen. Even verder denken Als alles anders was gelopen en bijvoorbeeld de Verenigde Naties een onderzoekscommissie zouden inrichten om de wereldtaal te bepalen, zouden andere talen wellicht een belangrijkere rol gespeeld hebben. Gehanteerde criteria zouden wellicht geweest zijn De duidelijkheid van de taal De moeilijkheidsgraad om aan te leren, enz. Welke taal zou het dan geworden zijn? http://kunst-en-cultuur.infonu.nl/taal/15498-engels-de-wereldtaal.html ENGELS TEGENOVER ANDERE WERELDTALEN Andere wereldtalen Ff wat informatie erover.. in welke landen spreken ze vooral spaans bijv. Waarom is Engels dan zo belangrijk en machtig? NEDERLANDS EN ENGELS Taalbeheersing Waarom spreken Nederlanders zo goed Engels.. En in vergelijking met andere landen? Zijn ze beter gemiddeld of slecht? Drukt het Engels het Nederlands weg? Waarom zouden we nog moeite doen om correct Nederlands te gebruiken? Het Engels rukt op en eist overal zijn plaats op. Tickets zijn in presale, pc-games zijn cool en spammen is not done. Bovendien kan je, door Engels te spreken, vaak beter bijblijven in je vakgebied. Spreken we straks nog alleen nog Nederlands in de kroeg? Taalschrift legt deskundigen acht withete stellingen voor. Het Engels sluipt soms heel zichtbaar het Nederlands binnen. Stelling 1: We moeten stoppen met zeuren over de achteruitgang van het Nederlands. Het is niet de eerste keer dat het Nederlands bedreigd wordt, zegt prof. dr. Piet van de Craen. Hij is psychosociolingust aan de Vrije Universiteit Brussel (VUB). In 1788 klaagde Jacobus Verlooy over het feit dat mensen geen goed Nederlands praatten en dat daardoor de hele taal bedreigd werd. Tussen de twee wereldoorlogen ziet men in ons taalgebied het Duits als een bedreiging. En nu maakt men zich zorgen dat het Nederlands dreigt te worden weggedrukt door het Engels Onzin! Het Nederlands is een levende taal. Ze socialiseert kinderen, ze gebruiken die als moedertaal. Het Nederlands fungeert als onderwijstaal. En er wordt in onze taal literatuur geproduceerd. Verder is Nederlands in twee Europese landen een bestuurstaal en een officià «le taal. Bovendien is het Nederlandse de grootste van de kleine talen in Europa en staat ze veertigste op de wereldranglijst van 6 000 talen. Met die bedreiging valt het dus best mee. Stelling 2: Inwonersvan het Nederlandse taalgebied moeten zo vroeg mogelijk eerst Engels leren. Scholen moeten ten minste tweetalig of meertalig onderwijs aanbieden. Piet van de Craen: Ik vind het ontzettend belangrijk om eerst de taal van je buren te leren. Als Nederlandstalige in Brussel is de officià «le taal van de buren het Frans. Het getuigt van culturele ethiek om de taal van je buur te kennen. Wij streven er wel naar meertalig te worden en zelfs zo vroeg mogelijk vreemde talen te leren. Toch kopen wij in Brussel nog geen brood in het Engels. Piet van de Craen: Vlamingen en Nederlanders gaan heel sloppy om met hun moedertaal. In het Sint-Lodewijkscollege van Brugge is Engels de instructietaal voor de vakken chemie, biologie en fysica in de derde graad van het algemeen secundair/voortgezet onderwijs. We hebben daar twee bedoelingen mee, zegt projectcoà ¶rdinator Ingrid Depuyt. Leerlingen de kans geven om vaardiger te worden in het Engels en ze voorbereiden op hoger onderwijs. Vooral voor wetenschap, fysica en informatica groeit het belang van Engels. De tijdschriftartikelen en het vakjargon zijn vaak in die taal opgesteld. Universiteiten en ook hogescholen gebruiken geregeld een Engelstalige cursus. Studenten moeten er dus het Engels machtig zijn. Andere studenten willen tijdens een Erasmusjaar naar het buitenland. Engels is er meestal de instructietaal. Stelling 3: Meer nog dan het oprukkende Engels is het regiol

Moving From Colleague To Supervisor

Moving From Colleague To Supervisor 1. Managers can use the wrong type of leadership because each team must use the appropriate strategy for management and leadership, which will create the most favorable conditions of the collective work. I think that in this situation the companies have poor socio-psychological climate. So, the relations with colleges and socio-psychological factors are the most important for the selecting of leadership style. However, exactly this area of management, which is linked to managers relationship with his subordinates, plays a key position in terms of the success of the head as a whole. No matter how talented and hard-working boss is, but if his efforts are not supported by his subordinates a result is unlikely to be particularly successful. It is evident that each manager chooses the style that best suits him for a specific company, and under his personality type. But here are some important tips that can be taken into account: the leader must understand that the company as a single organism. It lives according to certain laws both the general business laws, as well as their own, which exist only inside the company. It is therefore important to feel the unity of the company, and in accordance with this pick a style guide, which will be the most harmonious. In our case of Chery Kahn, Rob Carstons, and Linda McGee, who were promoted into management positions , the leaders must take into account the psychology of people who work with the leaders and remember that first of all people do the business! Any new leader faces with the question: what kind of management style to choose? There are different types of management: soft, hard, democratic or totalitarian. It is vitally important for the manager to choose the appropriate method of leadership in the particular company, taking into consideration the specific of the company and its team of employees. If the manager can not choose the style of company management, it means that he does not possess the necessary knowledge in the field of managing people. Such a person may be the best employee, but does not know the psychology of management and psychology of team leadership. Then the person can not become a member of the team and become its leader. In such a case a person must pass training on the management of company and personal effectiveness. Some assistance can provide the model F. Fiedler, that help to choose the management style. There are different leaders: the head who is task oriented, and the head who is focused on interpersonal relations. Using special tools installed, future manager can decide what type of leader he belongs to. This and other training and techniques can help to select the desired style of management, and follow it. (Bennis, W 1998) 3. Leadership is an art, it requires professionalism, intelligence and specific skills. There are such types as authoritarian style, democratic, passive and individualized. It is clear that each manager chooses the style that best suits him for a specific company, and under your personality type. But here are some important tips that can be taken into account: The leader must understand that the company is as a single organism, it lives according to certain laws both the general business laws, as well as their own, which exist only inside the company. It is therefore important to feel the unity of the company, and in accordance with this pick a style guide, which will be the most harmonious. It is important to remember that nothing stands still, everything is moving and changing. The head also should not stand still, he should grow up, get additional education, constantly learn new things and innovate in the company. Then it will keep pace with rapidly changing times and avoid stagnation. Therefore, the selected style guide should take into account the need for changes in the company. Consider the psychology of people who work with the leader. Remember that business is people first, and only then technology. Therefore, for any manager its important to pick a team that everyone was not only in its place, but also successfully coped with their responsibilities and was able to more effectively reach their potential, because it depends on the success of the company. (Tittemore 2003) So, I must conclude that when selecting the style of leadership, future leaders must take into account the psychological features of the team. Â  In the companies where work Chery Kahn, Rob Carstons, and Linda McGee there is some conspiracy, when people are polite, but there is no sincere relationship, people hide their views. In such a team leader Chery Kahn, Rob Carstons, and Linda McGee does not know how to resolve conflicts, reach consensus not developed loyalty to the staff team and the manager. Teams do not have mutual understanding and trust between employees, which means integrity and honesty with concern for the good of everyone. Therefore, I think that when choosing the leadership style, managers first need to find common goals: To achieve personal understanding;Â   Seek opportunities for regular joint problem-solving; To establish trust between employees and teams. (Adams and Shields, 1994) If to consider the current cases of Chery Kahn, Rob Carstons, and Linda McGee, who were promoted into management positions, I think they need to select a democratic style of governance, which is characterized by the distribution of authority, initiative and responsibility between the manager and deputy, the leader and subordinates. are the main characteristics of the style: manager always seeks the views of staff on important industrial issues, but takes decisions as a body; communication with subordinates is in the form of requests, suggestions, recommendations, advice, rewards for quality and operational work, friendly and polite, if necessary apply orders; the head tries to stimulate a favorable psychological climate in the team, defends the interests of subordinates. (Tittemore 2003) I think that this management style will help managers to improve relations in the team and become good leaders. 4. Promotion of employees to leadership position as well as a new outsider leader can be important news in the company, and always a change in the team. The staff and employees may not always well react on promotions of colleagues. In such a situation it becomes difficult to establish relationships between employees and the new leader. But if the new manager came from another company, it is even harder to become a leader, because he does not know the team, does not know the rules of the company and its climate. He needs to learn everything and adapt to new conditions, and choose a style of leadership. So I believe that promotion within the company is more successful. First of all, the new head already knows his subordinates, he knows the psychological climate of the company. In this situation, head should better choose a democratic style of management, and to remain on friendly terms with the team, but do not become an authoritarian leader, that may spoil relations with the colleges.

Academics versus Writing Centered Classes Essay -- Literature English

One of the biggest debates in composition theory seems to be the notion of fostering the â€Å"creative impulse† versus â€Å"structure† in the writing classroom. We have run into this argument time and again in class, and it is waged on a larger scale in the â€Å"Bartholomae and Elbow Debate† in terms of academic versus writing centered classes. In class we have discussed â€Å"structure† as grammar, and the â€Å"creative impulse† as the desire students have to break the rules of language in their own creative endeavors. Bartholomae and Elbow provide us with natural extensions of this argument in their own debate. The â€Å"academic classroom† according to Bartholomae is more beneficial to students, as they gain a sense of intertextuality and learn how to write and respond to the academic writing that has preceded them ( i.e. critical theory and literature). Elbow on the other hand fosters the idea that students will learn how to write mor e effectively within smaller writing communities that are created right within the classroom itself and spends more time in his own classes with that side of the issue. This is the conflict that we will run into no matter what facet of composition theory we discuss. The problem with this debate, however, is that both Elbow and Bartholomae are conceiving of these two (supposedly) oppositional roles too narrowly. They are both at odds concerning the role of each in the writing classroom despite the fact that they see the commonalities. It is important for all teachers of writing to address this debate, and be able to see past it, which as evidenced in the debate in Cross Talk, Elbow and Bartholomae were not able to do. I feel as if my first personal essay addressed these matters as well, although I did not deal them specific... ...ter good writing. Theories and concepts could be introduced regarding critical analysis, but nothing would be set forth as the proper way to view it. All of this however, may be too much for first year composition students to handle. By keeping the number of major works to a minimum and keeping the required responses and writing assignments short but quite frequent, hopefully it would be possible to keep things from getting too overwhelming, and keep this debate from rearing its ugly head. Works Cited Bartholomae, David. â€Å"Writing with Teachers: A Conversation with Peter Elbow.† Cross Talk in Comp Theory: A Reader. Ed. Victor Villanueva, Jr. Washington State University: NCTE, 1997. Elbow, Peter. â€Å"Being a Writer vs. Being an Academic: A Conflict in Goals.† Cross Talk in Comp Theory: A Reader. Ed. Victor Villanueva, Jr. Washington State University: NCTE, 1997.

The catcher in the rye and the stranger Essay -- essays research paper

Holden Caulfield and Mersault have both been alienated in their worlds as the authors have so clearly portrayed in both books. But as much as both have been alienated, one is an essentialist while the other remains an existentialist. Holden Caulfield being the essentialist that he is, has psychological motivation for every action he takes. He is a teenager that is struggling with the fact that everyone has to grow up, which to him means that you have to become â€Å"phony or corrupt†. While on the other hand Mersault, the existentialist, does things for no reason whatsoever. He is a completely aloof, unattached , unemotional person. He doesn’t think much about events or their consequences, nor does he express much feeling in relationships or during emotional times.   Ã‚  Ã‚  Ã‚  Ã‚  The similarities between Holden and Mersault are the way they are both in a sense alienated from the worlds in which they live in. Holden Caulfield believes that all adults are phony so he doesn’t want to become one and so he distances himself from the adult world. He feels that when you’re a child you view the world without any bias, you see everything for what it is. So to stay a child he constantly flunks out of schools back and forth. When you graduate from highschool you are going to the next level whether it be college or whatever else you want to do, everyone around you will view you as an adult and you yourself will become one. After highschool, most people tend to grow up but Caul...

Global Strategy of Lg Electonics

Chapter 1 AN INTRODUCTION AND COMPANY BACKGROUND LOOK AT LG ELECTRONICS LTD Consumer electronics are irresistible, there is nothing quite fascinating than to see someone use an electronic gadget for the first time. There is absolutely no question that consumer technology sparks imagination like nothing else. The Consumer-Electronics industry is the world of entertainment, communication and office products. Currently, the global consumer electronics industry is dominated by the South Korean, Japanese and American companies.One of these South Korean companies is LG Electronics Inc. Originally being established in 1958, LG Group is the merger of two Korean companies, Lucky and GoldStar, hence the acronym LG. Its current slogan, â€Å"Life’s Good† is the bacronym. LG Electronics is the flagship of LG Group, one of the world’s largest electronics conglomerate. The company is the world’s second largest manufacturer of television sets and third largest producer o f mobile phones. Being its headquarters in Seoul, South Korea, LG currently employees 95,000 people worldwide with 75 subsidiary companies globally.The main area for production division lies in mobile communication, digital appliances, digital display and digital media. In terms of distribution networks and worldwide sales, LG stands highest in the consumer electronics industry. Being a good control over the white goods market, LG has the highest market share in the home appliances. The company’s desire to create a happier, better life has always surrounded its history. It has unveiled many new products, applied new technology in the form of mobile devices and digital television in the 21st century and continues to reinforce its status as a global company.A BRIEF LIGHT INTO CONSUMER ELECTRONIC INDUSTRY: From the early 1900’s till late 1980’s and 90’s, consumer electronics, computers, and telecommunications have developed as separate industries. Then came the era of digitalization and it changed the rules of the market by knocking down the walls between and making these industries one as the Consumer electronics industry. Now the consumer electronics market is an industry of $2 trillion. We can segment the consumer electronic industry into entertainment, productivity and communication.The growth opportunities for this industry include mobile devices, personal era, networks and designing smart homes. There exist many investment opportunities in this industry. The convergence of the three separate industries into one is brewing up the perfect storm. And as it was quoted, â€Å"where there’s chaos, there’s opportunity. On November 4, 1959, the Kookje Daily News, one of the most influential newspapers in Korea, published the story of the first Korean-made radio developed and manufactured by LG Electronics (the company was then known as Goldstar).By introducing all the different kinds of appliances produced by LG, the newsp aper projected that â€Å"In the near future, we will be using these devices in our daily lives. † In June 1959, LG Electronics embarked on an ambitious project – the first-ever Korean-made radio. Th company’s lack of experience made many industry observers to doubt the company’s success, aside fro the fact that the task itself was a historical challenge. The local production of component parts was also problematic. Nevertheless, LG Electronics succeeded in producing component parts in local regions, such a switches, sashes, and transformers.Finally, the first domestic radio (Model Name: A-501) in Korea came of the assembly line in November, only five months after the project started. A-501 marked a new era in the history of Korean electronics industry, as more than 60% of the product was made with locally produced parts. The development of the first domestically produced radio clearly shows the entrepreneurship of LG Electronics. The company steadfastly upheld its pioneering spirit and willingness to take on challenges to overcome the hardships it faced.In doing so, LG has succeeded in laying down the foundations for the Korean domestic electronics industry. LG Electronics today embodies the same old pioneering vision, which serves as the engine that propels the company toward the future. In 1958, painful memories of the Korean War still smoldered in the hearts and minds of the Korean people when LG Electronics began to lead the Korean electronics industry. Befitting its reputation as the ‘First Korean Electronics Company’, the words such as ‘The First’ and ‘The Best’ have always accompanied LG Electronics.The history of LG Electronics is deeply embedded in the history of Korea’s electronics industry, and the company’s achievements are milestones that brought up the level of the nation’s electronics industry one stage after another. After succeeding in locally producing it s first radio, LG Electronics wrote its own chapter in the history of Korean electronics industry with the company’s bold, pioneering spirit. LG Electronics developed many of Korea’s first products, such as telephones, refrigerators, TVs, air conditioners, and washing machines.Today, LG has consolidated its position as Korea’s leading electronics company. In 1962, the radio developed by LG Electronics became Korea’s first electronic product to be exported to the USA. The company also further developed various electronic products using proprietary technologies and exported these products to numerous nations in the world, achieving the nation’s goal of ‘Export Korea’. In 1978, these efforts led LG to reach the goal of earning 100 million dollars in export revenues, the first company in Korea’s electronics industry to do so.This feat inspired confidence in the slogan, ‘We can do it’ among Koreans who believed that expo rting is the only way to develop Korea’s economy. â€Å"We made it! † On October 8, 1982, LG Electronics reached an important milestone as its manufacturing plant in Huntsville, Alabama, USA (LGEAI; then GSAI) completed the company’s first ‘Made in USA’ product. In the early 1980s, LG Electronics began to expand its overseas manufacturing plants. The first overseas manufacturing corporation was established in 1982 in Huntsville, a city in northern Alabama, USA.It was soon followed by a string of other overseas manufacturing and sales outposts in Europe, Central and South America and North America. LG Electronics has now become a global corporation with over 76 overseas subsidiaries and over 50 branch offices. LG Electronics faced its biggest challenge during the dispute between labor and management in 1989. However, the incident led the company to strengthen the relationship between labor and management and tobecome the No. 1 Company in terms of lab or and management relationships.In the late 1990s, LG Electronics, with its new Digital LG slogan, officially announced its goal of becoming a world-class electronics corporation. Since then, LG Electronics has introduced many of the world’s groundbreaking products such as IC sets for Digital TV Receivers, 60-inch PDPs, and Internet-capable refrigerators. With these achievements, the company was able to dominate the world’s CD-ROM drive market in 1998, aside from establishing a very strong market position for its TFT-LCD for monitors, shadow masks, air conditioners, CDMA WLL devices, home theaters, and other household electronic appliances.As a result, the words describing LG electronics, such as ‘the first’ and ‘the best’ are no longer merely applicable in Korea, but are now recognized to be true aroundthe world. In January 2004, LG Electronics set the goal to become the Global Top 3. This move defines the company’s resolve tobecome th e world’s top company in field of consumer electronics and mobile communications with the awareness that to get No. 1 position is the only way to survive. To that end, LG Electronics implemented a strategy to become the leader in the highly competitive sectors of home appliances, next-generation digital displays, and mobile communications.LG Electronics continues to blaze the trail in new businesses and ventures into uncharted territories. The company has been able to lead the Korean electronic industry and grow into a global player with its own place among the world’s leading corporations. By taking on new challenges and progressing forward with the frontier spirit, the ‘Legend of No. 1’ of LG Electronics will continue in the global market where infinite potentials are present. THE RECORDS OF BEING ‘THE FIRST’ 1958 Korea’s first electonics corporation established 1959 Korea’s first radio produced. 1962 Korea's first company to e xport radios to the USA. 965 Korea's first refrigerators produced. 1966 Korea's first black ; white TVs produced. 1967 Korea's first air conditioners came off the assembly line. The first Korean corporation to establish an overseas branch office in New York, USA 1969 Korea's first washing machine produced. 1970 Korea's first electronics corporation to go public 1975 Korea's first corporate Central Research Center established. 1978 Korea's first electronics corporation to earn 100 million dollars in export 1981 Korea's first home appliance corporation to introduce a customer service center. 982 First Korean corporation to establish an overseas manufacturing plant in Huntsville, Alabama, USA. 1983 First Korean corporation to establish an Integrated Design Research Center. 1997 Korea's first company to develop 40-inch PDPs using proprietary technology. The world's first company to develop IC Chipsets for Digital TV reception. 1998 The world's first company to develop 60-inch PDPs for H DTVs. Korea's first company to develop organic EL for next-generation displays. The company’s CD-ROMs ranked No. 1 in the world 4 years after their introduction to the market. 999 Korea's first company to develop the synchronous IMT-2000 System. LG’s Whisen Air Conditioners ranked No. 1 in the global market. Korea's first company to develop Korean standard Digital TVs 2002 The world's first company to release Synchronous IMT-2000 Color Phones with Integrated Digital Camera The world's first developer of the â€Å"23GB HD VDR† The world's first company to release a DVD Combo for the Home Theater 2003 The world's first company to release Intelligent Digital TVs The world's first company to develop Integrated Synchronous and Asynchronous IMT-2000 Phones.World's largest 76-inch PDPs produced 2004 The world's largest integrated 55-inch LCD TVs released. Korea's first company to release a 12X External Super Multi-DVD Writers 2005 The world's first company to release T errestrial DMB Notebooks Mission statement LG Electronics pursues its 21st century vision of becoming a true global digital leader who can make its customers worldwide happy through its innovative digital products and services. LG Electronics set its mid- and long-term vision anew to rank among the top 3 electronics, information, and telecommunication firms in the world by 2010.As such, we embrace the philosophy of â€Å"Great Company, Great People,† whereby only great people can create a great company, and pursue two growth strategies involving â€Å"fast innovation† and â€Å"fast growth. † Likewise, we seek to secure three core capabilities: product leadership, market leadership, and people-centered leadership LG Electronics Vision. LGE's mission statement explains that its goal is to become a top innovative electronics company in the world. It takes pride in its company and mployees and believes that this is what will make it into one of the most innovative companies of the 21st century. Marketing Management Philosophy LGE's operates under the product concept of marketing management. From 52†³ Plasma Flat Panel televisions to thin, sleek mobile phones that also store and play music, LGE is a company that is devoted to â€Å"fast innovation and fast growth† (LG Electronics Vision). It has focused on â€Å"developing new products in winning and key businesses, and securing technology leadership. It provides high quality and constantly updated products to further ensure its success as a top electronics manufacturer. Its research and development efforts are specifically concentrated in the area of technological capabilities and developing new growth products (LG Electronics Technology Strategy). As a worldwide corporation, LGE strives to â€Å"make its customers happy through its innovative digital products and services and in doing so operate under the product concept† Chapter 2 LG’s Global StrategySince its inc eption in 1958, LG expands its global operations through the historical patterns of growth in the form of (1)import substitution, (2)export to advanced nations, (3)production in advanced nations, (4)production in developing nations, (5)global production and marketing (Lee, 2000; Sue et al. , 2004). In its very first few years LG received loans and technology assistance from Germany and Japan. It produced electronic products that reached the maturity stage, took the role of providing inexpensive import substitute products to Korean domestic market.In this way, LG laid the ground work for the further growth. In 1970s LG was benefited from Korean government’s export drive and built the major export centers in Gumi and Changwon area of Korea and established massive scale of export production system. By the late 1970s LG engaged in vigorous expansion strategy of the oversea market—particularly targeting USA and Western European markets. However, in the 1980s the growing pro tectionist move in USA and Western European countries stifled its export volumes. In response to these market hanges LG targeted these advanced markets by building color TV factory at Huntsville, USA in 1981, established another TV and VCR factory at Bromes, Germany in 1986 and microwave oven factory in Great Britain in 1988. Starting from 1988, with the wages increases in Korea, LG secured color TV and refrigerator manufacturing facilities in Thailand and Indonesia and started localization policies. From the middle of 1990s LG expanded its manufacturing facilities in Eastern Europe and South American regions in keeping up with the growing market opportunities in Eastern European and South American counties.At the same time period LG actively positioned itself for global competitive system structure. From 1993 LG implemented strategic initiatives for the emerging markets in China, CIS and India. In 1995 LG changed its existing Gold Star brand to LG brand and based on sports marketin g, it expanded to FPD TV/ Monitor market. As of 2009, LG Electronics have four business units that include Digital appliance, Digital display, digital media, Mobile communications. Its global operations has the total 114 overseas business units including many manufacturing units, marketing units, research and development centers and logistics and service units.In Europe and China LG maintains regional business headquarters. However, 70% of manufacturing units are in Asia including China and India. 70% of marketing units are in North America and Europe. Based on 7 marketing organizations that cover the whole world LG engages in global strategic management. Its major products are TV, VCR, refrigerators, air conditioners, home appliances, display such as CPT/CDT, monitor, LCD/PDP TV, multi-media products such as CD-ROM drive and PC, information communication products such as handsets and IMT-2000.Particularly, after the middle of 2000s LG rapidly moving toward the position of one of th e global top three. Within three years after announcing its goals to become a producer of high premium products with its own unique global brands, LG successfully penetrated North America and European markets. LG is also marketing the emerging markets in South America, China and India with high premium product strategy. Thus, LG Electronics dare to battle in global premium markets because of its blue ocean technologies and differentiated design capabilitiesGlobal strategy of LG Electronics as a leading Korean company Economic recovery in advanced countries including Japan is still sluggish, although corporate financial performance has been recovering gradually. And companies whose business activities in emerging countries experiencing an economic boom account for a larger proportion tend to show better financial performance. Leading Korean companies have a larger presence in the world market and attract considerable attention. I will focus on LG Electronics, Inc. A leading company r anking with Samsung Electronics Co. Ltd. in the world’s electrical and electronics industries, with the largest market share in home appliances markets in important emerging countries, such as India, Brazil, and Indonesia, and relatively advanced management methods including corporate governance, which are highly valued, and will discuss features or important points of its global management and personnel strategy . Leading Korean zaibatsu—The LG group The Korean zaibatsu (chaebol), a unique large companies group, is very influential in Korea’s corporate sector.Top 28 companies by market capitalization other than public corporations account for 58 percent in the aggregate market value (Korea Composite Stock Price Index: KOSPI) at the end of 2009 and most of those companies belong to zaibatsu company groups. Striking features of the zaibatsu are as follows: 1. Many zaibatu started as a family company. 2. Zaibatsu leaders and their relatives and affiliated companie s are major shareholders. 3. Share holding relationships are complicated. 4. Zaibatsu companies are engaged in businesses in diversified business areas. hows changes of companies groups and the LG group has occupied a higher position, although some groups failed or are downgraded due to the Asian currency and financial crisis in 1997 and 1998. Also its LG’s leader is in the third generation ahead of other major zaibatsu and he introduced a holding company system, aiming at clarifying the structure of owning and controlling group companies. Total assets of the LG group with 53 affiliated companies reach 78. 9 trillion won, the fourth largest in Korea’s private sector and combined market capitalization of the group’s leading our companies (LG Corp. , (a holding company), LG Electronics, LG Display, and LG Chem. ) accounted for approximately seven percent of the aggregate market value at the end. LG Corp. , a group’s core company, controls three large segmen ts, that is, â€Å"electronics,† â€Å"chemicals,† and â€Å"telecommunications and services†. Among these, LG Electronics plays a central role in the â€Å"electronics† segment. However, the group expects LG Chemistry to play a heightened role in its battery business, one of the most important and promising business areas.Features of LG group’s management policies are as flows: 1. Relatives including the zaibatsu leader, large shareholders, carried out corporate management in collaboration 2. Its extent of diversification of business lines is relatively limited and electronics and chemicals businesses have grown mainly. 3. The group’s management has abided by its management policies of â€Å"considering human beings first† and the group was the first zaibatsu to start recruiting employees publicly. Thus it has actively wrestled with the appointment and training of promising staff to be professional managers. . The group is said to ha ve fewer relationships with politicians and less reliance on them. As a result, it managed to grow its businesses and concentrate management resources by its own policies and strategies. In Korea, many companies face difficulties in dealing with unions and labor strikes. However, â€Å"both employers and employees agreed on a pay increase for 20 years in a row without any offensive negotiations† in LG Electronics. The situation is different from Samsung Electronics which does not have a labor union.The February 26, 2005 issue of the Toyo Keizai describes corporate culture of the leading zaibatsu as â€Å"Samsung’s management, Hyundai’s guts, and LG’s harmony and solidarity. † 2 LGE ranked fourth in its industry in Global 500 LGE has five segments: Home Entertainment (TVs and audio products), Mobile Communications (cellular phones and handsets), Home Appliance (home appliances), Air Conditioning, and Business Solutions (monitors, commercial displays for hotels, equipment for automobiles, and security solutions).LGE has expanded into approximately 80 countries and the number of employees exceeds 80 thousand. Its consolidated financial results (FY 2009) and position in the industry are as follows: ? Sales: 73. 0 trillion won (a 15. 3 percent increase year over year) ? Operating profit: 4. 2 trillion won (a 3. 6 percent increase y-o-y), operating profit margin: 5. 8 percent ?Net profit: 2. 8 trillion won (a 145. 0 percent increase y-o-y) ? Total assets: 44. 8 trillion won (equity capital: 17. 2 trillion won) ?LGE was ranked fourth in its industry in 2009 Fortune Global 500 in terms of sales volume, behind first-place Siemens, second-place Samsung Electronics, and Hitachi and ahead of Panasonic and Toshiba, which were ranked fifth and sixth, respectively. ?LGE’s TVs or cellular phones market share and respective position in terms of sales volume in 2009 in the world. LGE had the second largest market share in terms of TV sa les (the same 12. 4 percent share as SONY. Samsung Electronics had the largest share of 23. 3 percent. ) and the third largest share in cellular phones sales(10. percent. It was behind Nokia (38. 3 percent) and Samsung (20. 1 percent)). The company is one of the companies with the largest market share with respect to refrigerators, air conditioners, washing machines, microwaves in the world and is the leading home appliance supplier in growth markets including India, Brazil, and Indonesia. Its overseas sales account for 88 percent in its overall sales and is at a higher level in comparison to competing Japanese manufacturers (SONY: 74 percent, Panasonic:47 percent, and Sharp:48 percent).This is largely because Korea’s domestic market is not large enough for the company to expand its businesses. Chapter 3 Strategic features of its global management are as follows: 1. Selection of growth markets based on long -range plans 2. Prompt and bold decisions to expand into new markets and concentration of management resources 3 3. Decisions by local offices on development, locally designed products, building a sales network and internationalization of headquarters 4.Effective sales promotions with emphasis on its brand name I would like to examine those points by citing concrete examples and touch upon its expansion into India, a typical success case in an important market. Expansion into India with can-do attitudes Its main markets targeted for growth have been those of emerging countries with large potential for growth and fewer strong rivals. LGE expanded into India with the second largest population in the world and a younger age structure and longer population bonus period in 1997 (establishment of LG Electronics India, LGE’s fully owned subsidiary).Although many of its rival companies including Japanese companies exported their products from home countries to India at that time, LGE started producing products at its factories ahead of the rivals and acquired a competitive advantage. LGE placed a priority on strategic advantages of taking the lead and determined it without hesitation, despite insufficient infrastructure with respect to operations of the factories, product distribution, or representatives’ daily lives.The company has marketed a series of products, fully taking into accounts consumers’ tastes and regional needs or features, including TVs which work in an unstable voltage situation, various kinds of colorful and flowery and lockable refrigerators with large crispers for vegetarians and cooler cases for women’s cosmetics, TVs with on-screen display options in ten regional languages, washing machines with a â€Å"sari† (a national female costume) cycle, and microwave ovens with cooking menus including 77 kinds of Indian dishes.Its products attract customers’ attention. Also it markets low-end products, while marketing high-end products at the same time in order to increase brand ima ges, in relation to its brand strategy. Furthermore, it has made efforts to establish sales and service offices, building a network of offices across India. Expatriates dispatched from Korea (around 30 people) are mainly involved in the strategic matters or so ,and it has employed many talented local employees who knew markets and consumers since its start of local production.The company has actively made use of such local human resources with respect to sales of products and customer service, or development and design of products. The organization has been operated by local staff over a long time and heads of personnel and sales and marketing divisions are Indians. The company has introduced an evaluation system on a performance basis which is understood and acceptable by local employees and welfare program including welfare facilities trying to motivate such employees.On the other hand, there are some points to be noted with respect to representatives dispatched from Korea. First of all, the head of the local subsidiary has held the position since the creation of the subsidiary over a long time and made efforts to enable the company’s business to take root and expand from a longer point of view. Secondly, many Korean representatives are accompanied by their families and it appears easier for them to commit to their work, unlike Japanese representatives, many of whom are employees working away from their families in Japan.Furthermore, when it comes to marketing methods on raising company’s awareness or corporate image, LGE places more emphasis on concentration and efficiency effects in each market than Samsung Electronics which seems to address the methods worldwide. As a result, it becomes a sponsor for cricket events which is very popular in India, as sports marketing rooted in the region. Additionally, LGE has two factories (It will start another new factory shortly. ) and one R & D center in India.Although the company’s total investme nt amounts to approximately 13 billion rupees, it plans to spend 15 billion rupees to expand its production as a production and export base in accordance with its worldwide strategy, not just for sales in India. Sales in its Indian business stood at 130. 9 billion rupees in 2009, accounting for approximately six percent in LGE’s total sales. It plans to increase the percentage to 12 percent in 2015, which will exceed the proportion of Korea.Making use of local human resources and â€Å"inner internationalization†on a HQ basis I would like to pay attention to features of LGE’s personnel strategy. First of all, making use of foreign human resources (local human resources and those without Korean nationality). The company tries to cut the number of representatives dispatched from Korea in various overseas offices considerably and employs many local staff members and promotes some of them to a higher position. Furthermore, capable officers and employees without Kore an nationality are recruited in its headquarters positively.Seven out of 13 executive officers, the highest level of officers, who are in charge of material business operations including marketing, procurement, supply 5 chain, HRM and strategy, do not have Korean nationality. This shows that its personnel system has been internationalized to a large extent. It is often said that how foreigners can show their abilities is closely connected with internationalization of headquarters (internationalization at home) and therefore it is important and necessary. It appears that the company’s method is advanced on this point.That is, the Company employed many translators in order to support Korean employees who were not good at preparing English documents, when it made English its common language in the company. This was a measure to help the system to take root. Also the company says that employees’ average TOEIC score is said to be over 900 (excluding R & D staff who is requi red to have technical expertise, rather than language expertise), although high TOEIC scores of new employees of the company are often talked about. The average score including such R & D staff is between 800 and 850. ) It is said that there is a rule inside the company that there is no need to reply if an e-mail message in Korean is sent to an overseas office from its headquarters. It is reported that Rakuten and FAST RETAILING will make English the common language and I consider it important for those companies to create a mechanism to pay close attention to or support employees in order to help the system to take root and function efficiently, like LGE does.LGE and other leading companies including Samsung Electronics and Hyundai Motor have taken similar measures, including targeting emerging markets with large growth potential and fewer strong rivals ahead of them and concentrating management resources on its business there, launching products timely, taking into accounts consum ers’ tastes and regional needs or features, valuing a brand image, and making good use of foreign human resources, despite differences about where to place emphasis on or which method to take.Especially features or strength of Korean companies lies in their can-do attitudes of cultivating a new market ahead of others, despite adverse conditions of insufficient infrastructure. On the other hand, companies utilize and maintain their strength, when responding to changes in their business environment properly. It is impossible to continue success by using the same business model and method. On this point, skillful responses of such Korean companies, which are â€Å"sandwiched† between companies of advanced countries including Japan and those of China, may not function properly and they may face a difficult situation in the future.Actually LGE’s operating profit plunged in the second quarter of FY 2010 due to intensified competition in the world’s smartphone i ndustry. I consider it necessary to watch responses of LGE and Samsung Electronics, while Japanese major companies start making more efforts to cultivate emerging markets. Also the corporate culture of â€Å"Samsung’s management and LG’s harmony and solidarity† and any changes in their culture in the future, Chapter4 Initial Business Operation in India LG India is established in 1997 as a 100% subsidiary of LG. It currently positions as the global No. market share firm in the areas of color TV, microwave oven, washer, airconditioner . LG India operates new manufacturing facilities in Noida, New Delhi and Pune in the region of Mumbai. LG aligned with an Indian company and supply 70% of its total component parts. Particularly, the second factory in the Pune region around Mumbai produces GSM mobile phones, TV, refrigerators, air conditioners and washers. With its increasing production capabilities LG now expands its target market areas to Southwest Region beyond th e current North East Region market.Noida factory at the India’s northern area of New Delhi produces TV, refrigerator, air conditioners and microwave oven. Besides, LG operates software R & D Center in Bangalore from 1998 to utilize excellent pools of research resources. LG’s strategic vision is to make India with 1. 1 billion people as the second global production base and achieve 10 billion . LG also plans to produce 20 million mobile phones by 2010 through utilizing production base in Pune . LG occupies #1 market position in home appliances including color TV, refrigerator, washer, air-conditioner, microwave oven, DVD players.LG also ranks # 3 in PC, monitor and mobile phones. In 2005 LG’s PC market share was fifth but customer preference rank was #1. Indian customers’ trust and preference of LG products are quite absolute. Within seven years after LG India started its operation the total sales of household electronic goods reached up to one billion dol lars. The 2005 sales figure was 1. 8 billion ($) and its employees are 2,800. As of 2008, its employees are 3,000. The number of its branches is 125. All the dealerships are 18,200 and service centers are 1,100. In this way, LG established sales and service network throughout India.By 2010 LG will increase sales by 6 billion ($) and the amount of additional investment is 150 million ($). Presidential Leadership of LG India Mr. Kim started LG India . His career advancement details include operation manager of electronic division of Changwon LG, Korea (1994~1996). Since then, his mostly oversea work experiences include Chicago, USA (1981~1984), Germany (1996), Dubai (1977~1980), Central America (e. g. , Panama 1988~1994). In November 1996 he agreed to work for LG India, and after one month of preparation and training he arrived in January 9th, 1997.He assumed the position of the president of LG India in 1997 and since then he made it grow to be No 1 global firm of home appliances mark et. In recognition of his outstanding performance in LG India he was promoted to the senior executive president of Southeast Asia Division in 2005. In January 2008 he concluded his work at LG after completing his work as the president of LG India. Since 1997 the annual growth rate of LG 9 India was 25-30%, which is the result of continuous innovative thinking for localization, brand building with new product ideas and ever changing marketing strategy including sports marketing.Some of his leadership elements are summarized as below (Kim, 2009). (1) Openness and Transparent Management Mr. Kim asserts importance of openness in localization. This openness is based on understanding of local workers and beliefs on them. Without transparent management, however, this openness is not attained. Mr. Kim really tried to make management transparent in localization of LG. For example, he had corporate meeting with more than 150 mangers at 9:00 A. M. of every 2nd Saturday of each month. Here, all the cost information, profit and loss statements are disclosed to all the participating managers.In this way all the mangers understand the overall operational status. Outsiders are allowed to visit and observe the factory operations. Mr. Kim says, â€Å"Positive thinking enhances the meaning of this life. If you have such positive view of work and India, then you will experience quite different results compared to those who regard India as a place of endless sufferings. Positive thinking, optimistic perspective and open management are quite important. † Such mindset also relates to the motivation of employees in India. (2) Emphasis on EmpowermentFor localization, beliefs in local workers have connection to empowerment. Mr. Kim always puts this credo into practice. For example, he says, â€Å"The great power is in entrusting others†. Many Korean executives ask, â€Å"Are Indian managers trustworthy? † Mr. Kim always replies, â€Å"Yes, I trust them. To the ext ent I trust them, they display their loyalty. Ordinary people trust others no more than 50%. However, we expect others to trust ourselves 100%. 99% of people want that. Empowerment transforms people. If you cannot trust others, then don’t demand their loyalty, either.Although you may experience undesirable results later, it is better to trust people first. â€Å"For example, at nine o’clock there is no Korean manager and yet many Indians work here and there. Indian managers work on their own initiatives. Compared to India LG, Mr. Kim comments on a factory of LG China, â€Å"At night many Korean mangers stay in the factory and supervise Chinese workers. This is not effective. If so, they do not regard it as their own company. They only regard it as Korean company and instead keep resentful feelings inside. † 10 (3) Systematic Discipline of ManagementMr. Kim implemented empowerment and at the same time strengthened organizational disciplines. Mr. Kim used the ter m, â€Å"discipline†. Noida factory director said, â€Å"Mr. Kim never cancels any meeting that he chairs. He hardly misses work because of sickness. † Empowerment requires systematic construction of work structures. Mr. Kim closes the book twice a month. At that time, CFO of LG Korea even did not understand the rationale of such practice. With empowerment based on trust Mr. Kim successfully implemented systematic management structures.As the result, LG India mangers took every 15th of each month same as the last day of the month for performance evaluations of each functional units. (4) Innovation based on localization of R&D and customer-focused strategy For the success of localization, Mr. Kim emphasizes continuous innovation based on localization of R&D and customer-focused strategy. Through localization of R&D, products which fit local customers come into existence. This credo relates to customer-focused strategy, as localization of R&D is necessary for satisfactio n of local customer.For example, the total number of R & D personnel of LG India is 150, which is the largest among MNCs. India LG has the large number of R & D personnel comparing with ration of total employees. Mr. Kim comments, â€Å"Localization is about independence from the Korea Head Offices. This must include R & D’s independence as well. † (5) Market and Field-Based Leadership Mr. Kim visited almost all parts of India on foot. In the course of building nation-wide marketing network he visited all the important places of India. LG India has 46 marketing centers and 70 other remote area offices are in operation as well. 6) Rapid Decision Making Mr. Kim’s speed of decision making is very fast. The style of his decision making is, â€Å"clear, simple and precise†. He rarely says, â€Å"Let me think over and talk about this later†. Chapter 5 Localization Strategy in India This section summarizes localization strategy and a few success factors o f LG India (Park, 11 2009). LG Korea points three factors for LG India’s superior performance outcomes. First, production of high premium quality of products, Second, localization policy efforts, Third, strong distribution network for vast rural areas.Among these three, localization policy initiatives are the most critical of all. LG India employs unique marketing practices with right products that fit to Indian market requirements (SERI, 2007b). In 1997 LG India deployed 70 product lines all together and started establishing LG brand power in Indian market. For new product development LG India became successful to plant the brand awareness among Indians that LG products reflect Indian tastes with Korean technologies. For example, Indian traditional costumes are quite thin and therefore quite sensitive for slight pressures.LG India developed washers that do not use circulating wing in the center and accordingly they were a huge market success (SERI, 2007a). Initially, LG Indi a produced products in the form of OEM through strategic alliances with Indian local suppliers (Park, 2009). However, with slow productivity progress in Indian suppliers, LG senior production manger started working together with Indian workers in the factory floor. He ate with them and discovered the practical problem areas. In this way, there was drastic change in work attitude and habits among Indian workers and accordingly noticeable productivity improvement became a reality.Since more than ten different languages are spoken among workers, LG India devised a system through which workers may choose production instructions in their own languages. The primary reason why Japanese electronics firms were unable to capture Indian market was their failure in local accommodations. Because of unstable electric supply in India, accidents occur in relation to uneven flows of electricity. LG India investigated the causes of this accident and subsequently developed condenser that is capable en ough to function under unstable electrical flows.In this way, component parts were newly developed according to the local conditions. LG India boldly transferred almost all of decision making powers (up to 99%) to local experts who would devise effective marketing campaigns to handle changing customer requirements in India. LG India also introduced drum washer and dish washer product lines that have direct drive functionality. At the first year LG India sold 4,000 units of dish washers whose components are imported from Korea and then assembled in India. The retail price range was 40,000 to 80,000 rupees. Drum washer is produced in LG-owned factory nearby of Pune area.LG emphasizes the functional advantages of its washers in terms of substantial reduction in 12 washing time and water usage. LG India also extends the period of free warranty of its new products from two years to seven years. Even in mobile phone development, LG India considered the local conditions. For example, in vi ew of high noise level, the bell sound of the Indian phones is much louder than that of other advanced countries (Chosun, 2008. 9. 25). Even now, no more than twenty Korean managers work in LG India while the number of Indian employees is 3,000.For the good community relations LG India built public health center nearby of its manufacturing facility at Noida. It also employs doctors, pharmacists and nurses to serve the people in the community at no cost to the people. At the 2nd factory location of Pune area LG India is also in the process of building public health center. LG is not merely making money. Rather, it is establishing the favorable corporate image to the people in that it creates employment opportunities for the people and contributes to the overall wellbeing of the community.LG India also takes much effort in sports marketing. LG India sponsored Cricket National Championship for more than ten years and accordingly enhanced LG brand awareness Samsung engages in sports mar keting in global scale while LG employs sports marketing in national or regional level. For example, Samsung implements brand promotion through its sponsorship of Chelsea Soccer Team for targeting the entire Europe. LG, on the other hand, focuses its sports marketing for particular nations. From 1999 LG has invested heavily on Cricket World Cup which South Africa, India and Thailand hosted respectively.LG is proud of sponsoring local and regional popular sports such as Cricket World Cup and promotes its products through direct and relational marketing strategy. This is quite different from Samsung’s global sports marketing based on its abundant financial resources (Park and Park, 2007). Since the most favorite sport of Indians is Cricket, LG also embedded Cricket game functions in its TVs sold in India as well. Another reason why LG India was so successful in India was its upper middle class strategy. LG India targeted upper 5% of Indians through high premium product strategy . These people have purchasing power for LG products.Besides, such brand image also allows other customers that join the upper middle classes prefer LG brands for the status symbol effect. Lastly, for localization strategy of LG India cobweb distribution and service strategy are important factors . LG India from its early pioneering years poured much of its resources to develop distribution and services networks which include 18 branches in major regions, 1,800 logistic centers and 85 service centers throughout the nation. While other firms 13 paid little attention to after services, LG India allocated almost half of its human resources for the after-services.LG India also adopted saleswomen system that utilized India’s vast pool of women workforce. LG India was the first that implemented the system of saleswomen in India. These saleswomen certainly contributed to the sales increase of electrical household goods. Conclusion The international economic crisis of 2008-2011 was c hanging both general environment and the LG Electronics’ growth. The consequence was a fall of the financial results: Table 1. LG Electronics in 2011: a crisis of the profitability (in % of total) Ratio 1= Net income Revenue | -0. %| Ratio 2= Net income Total assets | -1. 5%| Ratio 3= Net income Total equity | -3. 8%| Source: LG Electronics. But with around 91,000 employee’s en 2011, LGE remained the world’s second largest television manufacture and the fifth largest mobile phone maker. In spite of the world economic crisis, LG Electronics aims to make the company one global top 3 in terms of shareholder return, profitability, growth, sales and market share. In this way, the LG Group adopted, in 2007, three specific values and, consecutively, six strategies:Table 2. LG Electronics strategy task Vision| Global Top 3 in Electronics & IT Industries| Three values| 1/ Creating customer values through innovations and differential designs2/ maximizing shareholder value s3/ Building an organization worth benchmarking| Six strategies| 1/ Focusing on boosting ROIC51 instead of simple growth2/ Optimizing the portfolio3/ Counter measuring the market bipolarization4/ Technology innovation and design differentiation5/ Strengthening brand investments6/ Reinforcing global competencies| Indeed, the LG Group remains a strong economic actor.It controls very profitable subsidiaries. It is the case concerning LG Chem, LG display and, above all, LG Corp. , the LG Group’s holding: Table 3. The profitability of the most important LG Group’s companies in 2011 (in %) | LG Chem. | LG display| LG Corp| Ratio 1= Net incomeRevenue| 11. 3| 3. 1| 6. 5| Raito 2= Net incomeTotal Assets| | 4. 0| 9. 4| BIBLIOGRAPHY http://asiantalks. com/2012/05/16/globalization-at-lg-electronics/ http://cdn. intechopen. com/pdfs/12111/InTech-Globalization_of_markets_marketing_ethics_and_social_responsibility. pdf Values† , Beverly Hills, CA: Sage Publications, p. 1. http: // www. business-ethics. org/corpadv. html , April 12, 2005. http://www. consumerpsychologist. com/intro_Social_Responsibility. html, June 08, 2010. http:// www. business. org/index. php? show , April 12, 2005. http:// www. csreurope. org ; and Howard Stock, Euro Funds Bank on Social Metrics,† Investor Relations Business, April 21, 2003, p. 1. http:// www. globalpolicy. org/globaliz/define , April 23, 2005. http:// www. questia. com/popularSearches/ethics. jsp , May 2, 2005. http:// www. imf. org/external/np/2000 , April, 26, 2005. http://www. knowthis. om/principles-of-marketing-tutorials/, July 05. 2010 BARJOT (Dominique), (ed. ),  « Globalization-La Mondialisation  », Entreprise et Histoire, n ° 32, 2003. 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