How Consumer Insight Are Shaping Companies in India Essay Example for Free

How Consumer Insight Are Shaping Companies in India Essay Customer is King is an adage that most companies across the globe have embraced. The need to concentrate on customers and be responsive to their demands has long been acknowledged by organizations. However, with globalisation and technological revolution the dynamics of business, the meaning of customer and market knowledge have all undergone a transformation. Today, the customer is the controlling factor in business and to be market-driven, an organisation has to evolve a culture that constantly listens to the customer, analyses competition and has strategies that meet existing, anticipated and even unanticipated needs of the customer. Going one step further, organizations must focus on customer relationship management which has given way to customer knowledge management. Given the international environment and knowledge economy, market and customer intelligence serves as a core competency and a principal source of competitive advantage. Leading by listening Practically every success story in today’s corporate realm reflects how awareness of customer needs shapes competitive business strategy. Let’s look at some examples. Procter Gamble When PG, the largest consumer goods company in the world, chose to offer its products to the lower income customer in developing countries, it had research teams associating with the poorest of homes for weeks. This gave the company valuable insights, which aided the company in creating a range of products that suited the pockets of this segment, enabling it to gain substantial market share. Amazon.com Amazon.com, the first e-retailer of books in the world, attained competitive advantage by emerging as book lovers’ forum where they could also share knowledge. It maintains customer knowledge through services such as book reviews, access to order histories and product recommendations based on preceding orders. Consequently, Amazon has recorded more than 70% repeat orders from its customers. Mahindra Mahindra Mahindra Mahindra’s SUV, Scorpio, has experienced enormous success in domestic and international markets. The positioning of Scorpio as an economy SUV was centered on the findings of extensive market visits and exploration of customer needs. The customer needs and wants ascertained were transformed into product specifications for Scorpio. Customer groups were consulted at every stage of design and product development. Scorpio was designated as the â€Å"Car of the Year† by ‘BBC on Wheels’ shortly after its launch. Indian Railways The amazing transformation of Indian Railways from what was termed as a white elephant to a profit making entity in less than two years has caught the attention of Indian and foreign academic and corporate establishments. This turnaround was not owing to any high-end technology but to a modest information means — the passenger feedback form. Data attained from these forms was analysed to identify customer expectations from the Railways. This was supported by a study of the best railways worldwide, and benchmarking with other transportations such as roadways and airlines. The outcome was a complete renovation of trains, stations and railway services to render them passenger-friendly. Needless to say, customers welcomed this change. The above examples highlight that it is vital to listen to customers for a success marketer-customer relationship, where the customer is not just a beneficiary, but a partner. Effective listening, together with strategic initiatives, can bring about a happily-ever-after end to this association.

It’s Time to Ban the Use of Landmines :: Argumentative Persuasive Essays

It’s Time to Ban the Use of Landmines      Ã‚  Ã‚  Ã‚   El Salvador, 6 April 1992--Three siblings died near the Guazapa volcano last weekend when they stepped on a mine planted during the period of civil warfare. Ironically, their parents had returned to the area only a few days earlier. The children were four, six and eight years old. Parts from the three children's bodies were found as far as 30 metres from the explosion site. (qtd. in Grant 25)    Antipersonnel landmines kill thousands of people every year. Antipersonnel landmines do not recognize a cease-fire; they continue killing or maiming for many years after the conflict is over. Antipersonnel landmines do not discriminate between soldiers or civilians. On the contrary, more and more they are being used in an indiscriminate way, terrorizing civilians and transforming agricultural fields into killing fields. In addition, de-mining is a very slow and very expensive process, and after a war most countries are not prepared to cope with the constant health care demands imposed by the number of injured by landmines. Finally, landmines make it very difficult for refugees to go back to their cities and villages. As response to the landmine problem, the international community has come up with a treaty to ban landmines. On March 1, 1999, the 1997 Mine Ban Treaty came into effect; so far 134 countries have signed the treaty. Unfortunately, the U. S. is not one of them.    The Encarta Encyclopedia defines a landmine as "an encased explosive device that is concealed below the surface of the ground." It can be made of "metal, plastic, glass, or wood" (n. p.). Probably the concept of landmines is almost as old as the existence of organized armies. Philip C. Winslow, in his book Sowing the Dragon's Teeth, describes how Roman soldiers, before the beginning of the first millennium, used a plant with spikes as a landmine in order "to delay pursuers" (126). The Chinese, according to Delbruck, used "ground mines" made out of explosives in the year 1232 (qtd. in Winslow 126). Six hundred years later, in 1840, the use of landmines was introduced in the United States; they were used "in large quantities" during the Civil War (Winslow 126, 127).

Counseling Techniques

The choice of the counseling technique to be used in a counseling session differs from the preference of a counselor to counselor but there are certain factors that influence the choice of counseling technique, a counselor is likely to apply in a given counseling situation.However the following factors influence the choice of the technique; suitability for the counseling technique to the prevailing needs of the client, the effectiveness of the counseling technique which is determined by the recorded success rate of the past use of the counseling resource as well as the situation of the counseling which is an important factor that needs to be considered before moving to the counseling. Creative counseling technique involves the use of dialogue, behaviour change as well as communication, movement and the sense of touch.Under the creative approach, the counselors’ use writings, the sense of touch artwork and speech to cause improvement to a patient’s mental health and inca ses or organizations or groups of people, the creative approach is aimed at improving relationships between individuals such as members of a family (Jacobs, 1992). Creative technique in counseling is easy to understand and apply as it depends on the use of resources locally available which both the patient and the counsellor can relate with.Creative counseling technique allows further use of visual aids, sense of movement that leads people to connect with each other easily. Conclusion A creative counseling technique is an effective method in that it allows for the utilization of many approaches which combine to yield lots of benefits to those who receive the counseling. Creative counseling is also important in that it can be widely applied in different contexts such as family, individual and teams. Reference Jacobs, E. (1992): Creative Counselling Techniques:An illustrated guide. Odessa, FL: Psychological Assessment Resources.

Baron Friedrich Von Steuben in the American Revolution

Friedrich Wilhelm August Heinrich Ferdinand von Steuben was born September 17, 1730, at Magdeburg. The son of Lieutenant Wilhelm von Steuben, a military engineer, and Elizabeth von Jagvodin, he spent some of his early years in Russia after his father was assigned to assist Czarina Anna. During this period he spent time in the Crimea as well as Kronstadt. Returning to Prussia in 1740, he received his education at the Lower Silesian towns of Neisse and Breslau (Wroclaw) before serving as a volunteer with his father for a year (1744) during the War of the Austrian Succession. Two years later, he officially entered the Prussian Army after turning 17. Baron von Steuben - Seven Years War: Initially assigned to the infantry, von Steuben sustained a wound at the Battle of Prague in 1757.   Proving an adept organizer, he received an appointment as battalion adjutant and earned a promotion to first lieutenant two years later. Wounded a the defeat at Kunersdorf in 1759, von Steuben again returned to action. Elevated to captain by 1761, von Steuben continued to see extensive service in the Prussian campaigns of the Seven Years War (1756-1763). Recognizing the young officers skill, Frederick the Great placed von Steuben on his personal staff as an aide-de-camp and in 1762 admitted him to the special class on warfare that he taught. Despite his impressive record, von Steuben found himself unemployed at the end of the war in 1763 when the Prussian Army was reduced to peacetime levels. Baron von Steuben - Hohenzollern-Hechingen: After several months of seeking employment, von Steuben received an appointment as hofmarschall (chancellor) to Josef Friedrich Wilhelm of Hohenzollern-Hechingen. Enjoying the comfortable lifestyle provided by this position, he was made a knight of the aristocratic Order of Fidelity by the Margrave of Baden in 1769. This was largely the result of a falsified lineage prepared by von Steubens father. Shortly thereafter, von Steuben began using the title baron. With the prince short on funds, he accompanied him to France in 1771 with the hope of securing a loan. Unsuccessful, they returned to Germany where through the early 1770s von Steuben remained in Hodenzollern-Hechingen despite the princes increasing decaying financial position. Baron von Steuben - Seeking Employment: In 1776, von Steuben was forced to leave due to rumors of alleged homosexuality and accusations of his having taken improper liberties with boys. Though no proof exists regarding von Steubens sexual orientation, the stories proved sufficiently powerful to compel him to seek new employment. Initial efforts to obtain a military commission in Austria and Baden failed, and he traveled to Paris to try his luck with the French. Seeking out the French Minister of War, Claude Louis, Comte de Saint-Germain, who had met previously in 1763, von Steuben again was unable to obtain a position. Though he had no use for von Steuben, Saint-Germain recommended him to Benjamin Franklin, citing von Steubens extensive staff experience with the Prussian Army. Though impressed with von Steubens credentials, Franklin and fellow American representative Silas Deane initially turned him down as they were under instructions from the Continental Congress to refuse foreign officers who could not speak English. Additionally, Congress had grown wearisome of dealing with foreign officers who often demanded high rank and exorbitant pay. Returning to Germany, von Steuben was again confronted with allegations of homosexuality and was ultimately lured back to Paris by an offer of free passage to America. Baron von Steuben - Coming to America: Again meeting with the Americans, he received letters of introduction from Franklin and Deane on the understanding that he would be a volunteer without rank and pay. Sailing from France with his Italian greyhound, Azor, and four companions, von Steuben arrived at Portsmouth, NH in December 1777. After almost being arrested due to their red uniforms, von Steuben and his party were lavishly entertained in Boston before departing Massachusetts. Traveling south, he presented himself to the Continental Congress at York, PA on February 5. Accepting his services, Congress directed him to join General George Washingtons Continental Army at Valley Forge. It also stated that payment for his service would be determined after the war and based upon his contributions during his tenure with the army. Arriving at Washingtons headquarters on February 23, he quickly impressed Washington though communication proved difficult as a translator was required. Baron von Steuben - Training an Army: In early March, Washington, seeking to take advantage of von Steubens Prussian experience, asked him to serve as inspector general and oversee the training and discipline of the army. He immediately commenced designing a training program for the army. Though he spoke no English, von Steuben began his program in March with the aid of interpreters. Beginning with a model company of 100 chosen men, von Steuben instructed them in drill, maneuver, and a simplified manual of arms. These 100 men were in turn sent out to other units to repeat the process and so on until the entire army was trained. In addition, von Steuben introduced a system of progressive training for recruits which educated them in the basics of soldiering. Surveying the encampment, von Steuben greatly improved sanitation by reorganizing the camp and repositioning kitchens and latrines. He also endeavored to improve the armys record keeping to minimize graft and profiteering. Highly impressed with von Steubens work, Washington successfully petitioned Congress to permanently appoint von Steuben inspector general with the rank and pay of a major general. This request was granted on May 5, 1778. The results of von Steubens training regimen immediately showed in the American performances at Barren Hill (May 20) and Monmouth (June 28). Baron von Steuben - Later War: Attached to Washingtons headquarters, von Steuben continued to work to improve the army. In the winter of 1778-1779, he wrote Regulations for the Order and Discipline of the Troops of the United States which outlined training courses as well as general administrative procedures. Moving through numerous editions, this work remained in use up to the War of 1812. In September 1780, von Steuben served on the court-martial for British spy Major  John Andrà ©. Accused of espionage in relation to the defection of Major General Benedict Arnold, the court-martial found him guilty and sentenced him to death. Two months later, in November, von Steuben was sent south to Virginia to mobilize forces to support Major General Nathanael Greenes army in the Carolinas. Hampered by state officials and British raids, von Steuben struggled in this post and was defeated by Arnold at Blandford in April 1781. Replaced by the Marquis de Lafayette later that month, he moved south with a Continental force to join Greene despite the arrival of Major General Lord Charles Cornwallis army in the state. Criticized by the public, he halted on June 11 and moved to join Lafayette in opposing Cornwallis. Suffering from ill health, he elected to take sick leave later that summer. Recovering he rejoined Washingtons army on September 13 as it moved against Cornwallis at Yorktown. In the resulting Battle of Yorktown, he commanded a division. On October 17, his men were in the trenches when the British offer of surrender was received. Invoking European military etiquette, he ensured that his men had the honor of remaining in the lines until the final surrender was received. Baron von Steuben - Later Life: Though the fighting in North America was largely concluded, von Steuben spent the remaining years of the war working to improve the army as well as began designing plans for the postwar American military. With the end of the conflict, he resigned his commission in March 1784, and lacking potential employment in Europe decided to settle in New York City. Though he hoped to live a genteel life of retirement, Congress failed to give him a pension and granted only a small amount of his expense claims. Suffering from financial hardships, he was aided by friends such as Alexander Hamilton and Benjamin Walker. In 1790, Congress granted von Steuben a pension of $2,500. Though less than he had hoped, it allowed Hamilton and Walker to stabilize his finances. For the next four years, he split his time between New York City and a cabin near Utica, NY which he built on land given to him for his wartime service. In 1794, he permanently moved to the cabin and died there on November 28. Buried locally, his grave is now the site of Steuben Memorial State Historic Site. Sources National Park Service: Baron von SteubenFriedrich Wilhelm Von Steuben