The Violence And Its Effects On The Lives Of Contemporary...

At the center of Indigenous discourse lies the worrisome subject of suicide. Deeply embedded in Native culture, suicide has come to represent a reminder of a cruel past tainted by violent colonialism. Via inhumane assimilation practices colonialists both directly and indirectly scarred and continue to scar members of the Indigenous community. Trough post traumatic stress mechanism many trauma survivors have and continue to pass their traumatic experiences to subsequent generations. Unintentionally, they sentence their descendants to live with the wounds colonialism left on them. Through space and time the origin of such scars becomes a blur, but the pain, the mourning, the confusion resides. Accordingly, colonialism sentiment is present in the lives of contemporary Native generations. As far as Indigenous family dynamics, particularly the transmitter and receiver relationship between mother and daughter, intergenerational transmission of trauma via substance abuse, domestic violence, and identity implications can potentially result in suicide. First off, substance abuse can facilitate the transmission of trauma from mother to daughter. Whether the mother drinks throughout her pregnancy, drinks in the presence of her daughter, or neglects her child due to a substance problem, the mother partakes in the passing down of trauma in a damaging way. In â€Å"Intergenerational Trauma: Convergence of Multiple Processes among First Nations peoples in Canada† Amy Bombay et al. claim,Show MoreRelatedThe Effects Of Immigration On The United States847 Words   |  4 Pageslight an ongoing debate: is there a crime-immigration nexus? 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By reading â€Å"Three Day Road,† people involved in the justice system are presented with issues whichRead MoreThe Philosophical Underpinnings Of Trauma Informed Care1529 Words   |  7 PagesWhile there is agreement that trauma informed care generally refers to a philosophical stance integrating awareness and understanding of trauma and its ongoing impact on patients’ health and lives, there is not yet consensus on a definition or clarity on how the model can be applied in a variety of settings. The philosophical underpinnings of trauma informed care trace to the feminist movements of the 1970s (Burgess Holstrom, 1974), and the emerg ence of child-advocacy centers and awareness andRead MoreResearch on Martin Luther King Jr And The Letter from the Birmingham Jail3397 Words   |  14 Pagesrights, and won a Nobel Peace Prize in 1964. In 1968, King was assassinated. Letter from Birmingham Jail was written in 1963. It was a response to a published statement by eight fellow clergymen from Alabama (King 403) who thought Kings non-violence resistance was unwise and untimely(King, Martin Luther. Letter from Birmingham Jail. Casts of Thought: Writing In And Against Tradition. Eds. George Otte and Linda J. Palumbo New York: Macmillan1991, 403). At that time, the civil rights movementRead MoreThe Colonial Project And The British Home Essay2273 Words   |  10 PagesTMA received: Date returned: TUTOR’S REMARKS: Content Language and Organization Earned Mark A230B: Reading and Studying Literature2 The Colonial Project and The British Home In the world in which we live, the history of Europe and Asia is considered a place where there is an unending succession of empires. Since the Assyrian domination, in the sixth century, till the Renaissance in the twentieth century, the definition of empire has been seen fromRead MoreMental Illness And Its Effects1761 Words   |  8 PagesIndigenous rate as among the most distraught peoples group in Australia. Native and Torres Strait Islander groups rate far more deprived than non-indigenous peoples in training, work, wellbeing, way of life and frequency of family violence. Indigenous populations are likewise terribly over-spoke to in the kid security and criminal equity frameworks. As indicated by ABS 2006-The divergence is great to the point that the future of Native and Torres Strait Islander people groups is 12 years less for guysRead MoreThe Issue Of The Canadian Legal System Essay1939 Words   |  8 Pagesassimilating knowledge and skills premised upon Europea n values and behaviors (John and Cummins, 2001, p. 121). By isolating the children from their parents, these schools made it nearly impossible for parents and older generations of Aboriginals to pass along the traditions of Native culture onto their youth. The mobility restrictions enacted upon Aboriginal peoples further enforced the isolation of their communities and cultures in efforts towards the containment of everything that stood for what

The Individual’s Characteristic Reactions To Social Stimuli Free Essays

According to Gordon Allport, an American psychologist, personality was â€Å"the individual’s characteristic reactions to social stimuli, and the quality of his adaptation to the social features of his environment.† Throughout different literature, the fact remained true as shown in the pieces of works like Sinclair Ross’s â€Å"The Painted Door†, and the novel The Secret Lives of Sgt. John by Lois Simmie. We will write a custom essay sample on The Individual’s Characteristic Reactions To Social Stimuli or any similar topic only for you Order Now In both of these literary works, a character’s personality showed that it was directly affected by their disposition and temperament towards the society they’re with, or their peers and the community around them. A character’s personality is based on his/her perspective of things around them. In Sinclair Ross’s short story, â€Å"The Painted Door†, Ann showed loneliness and isolation throughout the whole flow of the story as attested by the line, â€Å"All famers’ wives have to stay alone. I mustn’t give in this way. I mustn’t brood. A few hours now and they’ll be here,† (Ross, pg.3). Although they had their moments like, â€Å"once she had danced with Steven six or seven times in the evening, and they had talked about it as many months† (pg.4), she felt disconnected because she felt left behind. â€Å"Year after year their lives went on the same little groove.† Living in a farmland where the neighbours are distant, to whom could she tell how she felt inside than those she’d share a house with? Ann was reluctant to tell her husband what was really going on inside her head and eventually caved in to her isolation. Her dreams for something lively, cost her something that was dear to her, her husband. In any event, an individual’s personality was always apparent to those who were around them. In Lois Simmie’s novel, The Secret Lives of Sgt. John Wilson, Elizabeth Craig described Mary Wilson as â€Å"†¦bright and cheery and brave,† (Simmie, pg. 7). She later wrote to Commissioner Perry about her sister saying, â€Å"She was always brave and would’ve laughed at what would made me weep†¦Ã¢â‚¬ (pg. 171). However, amidst Mary Wilson’s brave and strong-willed disposition, she remained mostly oblivious about her husband, John Wilson, what he does and how acts during some circumstances as stated in page 8. After searching for her husband in a different country, being left behind and treated as a stranger by John, she ought to see the good in him as she always does during their marriage. Later, failing to do so, she became a  victim of her husband’s manipulation and infidelity. She still remained inconceivably blind from these acts and kept on going for her children. Concurrently, John Wilson was portrayed a â€Å"liar† (pg.9) who usually lied about things if it was in his favour. A concise description of his personality was an excerpt from James Hutchison’s letter to Commissioner Perry. â€Å"†¦I found him out to be a liar, a rogue, and a soulless scoundrel† (pg. 171). This description of him was further gratified in many different events. One of these events was when Conrad Read found the service revolver that went missing in John’s possession, even though John claimed that one of the officers had it. During a few incidences with car salesperson, he also portrayed his roguishness and untrustworthiness when the salesperson asked him for the payments for the two cars that Wilson bought. The salesperson later found out that he was off by $600 from his dealings with John Wilson. He enacted one of the most gruesome things possible when he killed his first wife, Mary Wilson, just to marry another woman at the same day! Later, as every act he displayed throughout his effort to have a new and better life backfired, he saw no hope; and foolishly imperiled himself. Therefore, as every person goes through with their own lives, there would be countless challenges that will change their personality, temperament and perspective. Through social, psycho-emotional, or even environmental disturbances, an individual’s personality could provide hints as to what they were going through or experienced. Their disposition to their current situation was exactly parallel to their personality. And in accordance to the rule, their personality is based on they perceive around them, and by how they react to circumstances. Further notes: Your teacher might require you to do a different topic. The topic for this essay is, â€Å"Does the environment affect an individuals personality?† And they might also require a different number of books or quotes to back up your thesis statement. How to cite The Individual’s Characteristic Reactions To Social Stimuli, Papers

Assesment Of The Elderly Patient Samples †MyAssignmenthelp.com

Question: Discuss about the Assesment Of The Elderly Patient. Answer: A stroke occurs when the blood flow to a certain area of the brain is either severely reduced or completely cut off hence depriving the brain of oxygen and essential nutrients for brain functioning (iadecola annrather, 2013). It results in neurological damage and the brain cells begin to die almost immediately the blood supply is cut off. There are two main categories of stroke, an ischemic stroke which is due to lack of oxygen in an area of the brain and hemorrhagic stroke, which is due to a burst blood vessel in the brain (Gomes wachsman, 2013). The symptoms of a stroke include, face drooping, and trouble speaking, numbness of the arm, leg, and face, severe headaches accompanied by dizziness and vomiting and, loss of balance and coordination. Diagnosis of strokes is done through physical tests, and brain scan images. Some of the methods of diagnosis include brain scans, CT scans, MRI scans, swallow tests, heart and blood vessels tests, and carotid ultrasound (ellis Egede, 2014). In the assessment of a patient with a stroke, it is also important to rule out any other conditions that may have the same symptoms as the stroke. For example, blood sugar can be checked with a finger stick to rule out hypoglycemia, a computed tomography scan can be used to rule out the hemorrhagic stroke. Neurological assessment is based on subjective and objective data obtained. A detailed medical history is also necessary to be able to establish the onset of the stroke through the signs and the symptoms. It is important to include the timing of the occurrence of the stroke, past medical history, and the possible risk factors. The National Institutes of Health Stroke Scale (NIHSS) is usually used in the neurologic assessment. In this scale, the patients level of consciousness is determined. If the patient is not alert or completely unresponsive, then the patient will be assessed using the Glasgow coma scale. The NIHSS also used in getting information from the patient such as their age and also issuing commands such as opening and closing of eyes. Depending on how the patient answers the basic questions and performs the simple commands, the extent of the stroke can then be determined. This scale is also used to check for visual components to determine whether the patient has a vision loss, partial or complete hemianopia (wall, et al., 2014). Facial palsy is also determined using the NIHSS scale to check for minor or complete facial paralysis. It is also important to assess the patients motor function on the right and left the side of both the legs and arms. In addition, check on the patients limb ataxia on both limbs. Other neurological aspects to be assessed are the sensory aspects, language whereby the patients level of aphasia is determined and articulation. Swallow tests should also be carried out to determine if there is any difficulty in swallowing. After the primary assessments have been carried out and the extent of the stroke has been determined, other tests such as brain scans, CT scans, MRI scans, and blood vessels tests can be carried out. Management of a stroke involves taking some medications either over a long or short term. Most patients are given a dose of aspirin to be taken regularly which reduces the chances of another clot forming. Anticoagulants also help in reducing the risk of developing blood clots in future and statins may be used if the patients cholesterol is too high or just to help in reducing the risk of a stroke (Berg, et al., 2015). Other supportive treatments include compression stockings to prevent blood clots in the leg and, oxygen through a nasal tube or face mask if the patient has low levels of oxygen in the blood (Robinson,Kubos, 2014). In conclusion, we have been able to identify that the lack of oxygen in the brain is the main result of strokes; this is because of the deprivation of essential nutrients to the brain causing neurological damage making the brain to die almost immediately. Considering the seriousness of the condition, it is necessary to carry out a careful assessment that will help in the diagnosis and the probable treatment of the condition. The symptoms are an essential guide in carrying out the assessment of a stroke. The management methods for strokes help the patients in maintaining good health and preventing the reoccurrence of the condition. References Berg, K., Wood-Dauphinee, S. williams, J. I., 2015. The Balance Scale: reliability assessment with elderly residents and patients with an acutestroke.. scandinavian journal of rehabilitation medicine, 1(27), pp. 27-36. ellis, C. Egede, L. E., 2014. Stroke recognition among individuals with stroke risk factors. the american journal of the medical sciences, 1(337), pp. 5-10. Gomes, j. wachsman, a. m., 2013. types of strokes. in Handbook of Clinical Nutrition and Stroke. s.l.:hemana press. iadecola, c. annrather, J., 2013. the immunology of stroke: from mechanisms to translation. s.l.:Nat Med. Robinson, R.G. Kubos, K.L., 2014. Social functioning assessment in stroke patients. Archives of physical medicine and rehabilitation, 66(8), pp.496-500 wall, h. k., beagan, b. m. foell, K. M., 2014. addressing stroke signs and symptoms through public eduaction. s.l.:s.n.

How does Shakespeare use confusion as a theme in A Midsummer Nights Dream Essay Example

How does Shakespeare use confusion as a theme in A Midsummer Nights Dream Paper Confusion is often used by Shakespeare in A Midsummer Nights Dream, so how does Shakespeare use confusion as a theme in A Midsummer Nights Dream? Shakespeare uses confusion a lot in this play, A Midsummer Nights Dream, to make it more interesting and enjoyable and it adds a few twists to the story line which wouldnt be expected by the audience, for example, when Nick Bottoms head gets turned into an ass head, and all the mechanicals are scared and confused about the ass head in place of Nick Bottoms head, and they all run away, and Nick Bottom is confused why they are all running away from him as he does not notice the ass head. I think that Shakespeare uses a lot of confusion in a Midsummer Nights Dream as it relates to the real world, like when Queen Elizabeth I was the reigning Queen of England (1533-1603), as she did not marry any person, and she did not want to marry anyone whom she did not truly love. She also did not have any heirs to the throne so Elizabethan England was in mass confusion as they did not know who will be on the throne next. Near the beginning of the play, Hermias father Egeus, wants her to marry Demetrius, but she does not love Demetrius and she infact loves Lysander. We will write a custom essay sample on How does Shakespeare use confusion as a theme in A Midsummer Nights Dream specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on How does Shakespeare use confusion as a theme in A Midsummer Nights Dream specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on How does Shakespeare use confusion as a theme in A Midsummer Nights Dream specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Egeus said to Theseus, the Duke of Athens Stand forth, Demetrius! My noble lord, This man hath my consent to marry her. Stand forth, Lysander! And, my gracious Duke, This man hath bewitched the bosom of my child. I : i 24-27, so Egeus wants Demetrius to marry Hermia, and not Lysander, as he thinks that he is bewitched Hermia. Hermia pleads to be allowed to marry Lysander instead of Demetrius for her husband. But Theseus warns Hermia that if she does not chose to marry Demetrius before his marriage with Hippolyta, she will be executed or she will be sent to a convent. As Theseus takes Demetrius and Egeus away to talk to them, Lysander and Hermia are left alone, and they both agree to run away from home as it says in this quote, From Athens is her house remote seven leagues; And she repects me as her only son. There, gentle Hermia, may I marry thee; And to that place the sharp Athenian law cannot persue us. If thou lovst me, then steal forth thy fathers house tomorrow night, and in the wood, a league witout the town I : i 159-165 and the reply to the quote, Tommorrow truly will I meet with thee. I : i 178, So that means that Lysander and Hermia have planned to meet in the woods the very next day, so that they can go to Lysanders widow aunts house to marry each other. This make the Elizabethan audience confused because women during that period of time obeyed what their father said as women had no control of their lifes, and because Hermia said she didnt want Demetrius as a husband, this confuses everyone as this was unheard of, a women standing up for herself, and taking control. The lovers are also confused because of the havoc the love flower has created, due to Oberon making a mistake, as he said to Puck A sweet Athenian lady is in love with a distainful youth; anoint his eyes, But do it with the next thing he espies May be the lady. Thou shalt know the man By the Athenian garment she hath on. But the mistake Oberon made is not obvious, but he did not tell Puck the names of the two lovers he wants together, so Puck squeezes the love flower into the wrong persons eyes, who is Lysander, and when Lysander wakes up he then see Helena. So Hermia still loves Lysander, Lysander now loves Helena and Demetrius loves Hermia so its like a love circle, but then Oberon tries to correct his mistake by putting some love flower juice into Demetrius eyes so he loves Helena instead of Hermia. Later on the play, as well as dispelling Titania from the love flower, he also tells Puck to dispel Lysander so he can return to Hermia. The other two lovers Demetrius and Helena were former lovers, as Lysander tries to state, Demetrius, Ill avouch it to his head, Made love to Nedars daughter, Helena, and won her soul; and she, sweet lady, dotes I : i 106-108. But Helena still loves Demetrius, but Demetrius does not love her anymore, so Helena tries her hardest to win Demetrius love back. Helena is Hermias best friend, and vice versa, and Lysander and Demetrius seem to be worst of enemies, due to the argument about who will marry Hermia. Dramatic confusion works to make us laugh because of the franticness of the movements of the characters in a Midsummer Nights Dream, like when all the mechanicals run away from Nick Bottom because they are all confused about his ass head. I think that it does not make us question the fairness of the confusion because when Demetrius marries Helena at the end, the audience just accept it as it being fair, as its a happy ending, and as long as everyone is happy the audience is happy. But Demetrius does not really love Helena truly, as he is under the influence of the love flower, and it isnt his personal choice to marry Helena under his own will. There is a group of people who are named the mechanicals, who are called Quince, Snug, Bottom, Flute, Starveling, and Snout. They all plan to act out a play in front of the Theseus the Duke of Athens wedding. Quince tells all the mechanicals what parts they are acting. Bottom is Pyramus, Flute is Thisbe, Snug is the lion, Snout is Pyramus father, Starveling is Thisbes mother, and Quince is Thisbes father. Nick Bottom wants to play most of the parts, like the lion, as he says he can play a great lion. The mechanicals all plan to meet in the woods to practice the play before the big day, the marriage of Theseus and Hippolyta. When they all arrive in the woods to prepare the play, Puck or Robin Goodfellow as he is also know as, see the mechanicals acting out the play, and Puck thought it would be rather comical if he turned Bottoms head into an ass head. Quince, Starveling, Snout, Snug, and Flute are all scared and confused as they all spot Bottoms new head, and due to the confusion they all run away in a panic. After that Bottom himself is left confused about why they had run away, and due to Bottom speaking he woke up Titania, who is the Queen of the fairies, and is under the influence of the love flower, and who ever is under the influence of the love flower will instantly fall in love with who ever they see first, and in this case it is Nick Bottom. When Oberon, The King of the fairies, spots Titania with Bottom and he feels bad about using the love flower on Titania so he dispells her, and she no longer loves Nick Bottom. Oberon explains all about Nick Bottom to her. Oberon also commands Puck to change Bottoms head back to normal and so he does. Bottom then wakes up thinking that it was all a dream as he says I have had a most rare vision. I have had a dream, past the wit of a man to say what dream it was. Man is but an ass if he go about to expound his dream. methought I was and methought I had but man is but a patched fool if he will offer to say what methought I had. IV : i 197-200. He also thinks that the mechanicals are playing a trick on him as they are nowhere to bo seen, but then he thinks that they abandoned him and left him to sleep in the woods as he says in this quote When my cues comes, call me, and I will answer. My next is Most fair Pyramus. Heigh ho! Peter Quince? Flute the bellows mender? Snout the tinker? Starveling? Gods my life! Stolen hence and left me asleep? I dont think that it was fair to use Bottom in this way, even though it does add comical value to the play, because Nick is really confused about what is happening and its not his fault, as this is a joke by Puck, and he really thinks that Titania loves him due to Oberon being selfish, but he then realises his mistake. There is confusion in the relationship between Oberon and Titania because they argued about the Indian boy, which Titania is looking after, as the Indian boys mother died a child birth, and Oberon wants this boy as it seems to him as the most important and valuable possession around as during Elizabethan England, India was only just discovered, and one of the things that they brought back were slaves but they were rare. What Oberon thinks is that as long as you have that Indian boy you will be the most important person/fairy around. Oberon wants that Indian boy so he drugs Titania with the love flower so that he can take the Indian boy as Titania does not want to part with the boy. This leads to nature being confused as floods and storms are happening because they are conflicting, and nature will not turn back to normal until they make friends again. Puck cause dramatic confusion as he makes Nick Bottoms head turn into an ass head, which causes dramatic confusion as all the mechanicals run away from Bottom. He also causes dramatic confusion as he anoints the wrong person as this leads to a chain reactiom, when Lysander longer loves Hermia and loves Helena, and Demetrius also loves Helena, and this results into an argument, and they almost start fighting. He causes all this confusion because he enjoys it, but the putting the love juice into the wrong persons eyes was a mistake, but with Nick Bottom, that was just Puck wanting to see what the mechanicals reactions would be, and he found that rather funny. The natural father and daughter relationship is in confusion because Hermia is disobeying him about the marriage between her and Demetrius, and during Elizabethan England, women were not allowed to have a choice and their lives were directed by their father. This is confusing to the Elizabethan audience because women in Elizabethan England werent expected to stand up for themselves, as it was unheard of at that time, but now, to a modern day audience, no one really takes notice of this and just thinks its a father daughter argument. During Elizabethan England, Queen Elizabeth was in control of the country she ruled from 1558-1603. The confusing thing to the Elizabethans is that Queen Elizabeth did not want to marry anyone whom she didnt truly love. The problem is that there was no heir to the throne, so England was in confusion about what is going to happen next. Queen Elizabeth is similar to Hermia, as Hermia defied the unwritten rules of the time, and did what she wanted and not what her father wanted. She is also similar to Harmia because she didnt marry anyone who she didnt love, like when Hermia was told to marry Demetrius, but she really loved Lysander, and Queen Elizabeth did not marry anyone who she did not love. I think that confusion is a strong theme in A Midsummer Nights Dream as it is used a lot, and without the confusion theme the play would have not been very exciting and interesting, and instead it would have been very dull and lifeless. I did enjoy the play, but there are some boring parts to the play like the beginning where there is no or very little comedy, but there is just the decision of who is going to marry whom. My favourite part is near the end where the mechanicals are chosen to act out their play in front of the Duke of Athens. This part is good because this is where the mechanicals are truly confused about what their lines are, and the way it is written is awful. I think that Shakespeare added this to A Midsummer Nights Dream because he wanted to show his audience that he writes better plays then most people, as the mechanicals play was over the top and terrible, and there was too much alliteration as well. I think that the audiences in the Elizabethan period would have found this play either very scary, due to the fact that women can speak for themselves or that it was too far fetched that none of the events that happened in the play could happen in the real world.

Chuck Yeager essays

Chuck Yeager essays Charles E. Yeager was born on February 13, 1923 in Myra, West Virginia and raised the nearby village of Hamlin for the first eighteen years of his life. His father drilled natural gas, and his mother was a housewife. At an early age, Chuck helped his father drill, and learned mechanics from his father. Chuck was always fixing the car engines or the drill engine if it broke. In high school Chuck played basketball and baseball, although he never really excelled in either. He also was not that smart in school. He said the only thing that he was good at was typing and math, everything else, he got a D in. After high school, Chuck, being poorly educated and destitute decided to join the U.S. Army Air Corps. The funny thing about that is that Chuck never even saw an airplane on the ground until he was 16 years old, when it had an emergency and landed in a cornfield, and Chuck was not even impressed with it. He said the reason that he joined the Air Corps is because the recruiter made the Air Corps sound more interesting that the Navy recruiter. Anyway, Chuck joined the Air Corps as a mechanic. After a year of being a mechanic, the Untied States was short pilots, so they put up a notice to see if anyone wanted to become a pilot. Chuck signed the form; however, it took another year for them to pick him. It was always hard for Chuck to fit in among the other pilots and mechanics. Because he was from West Virginia, he had a strong accent, and a poor education, so he was never given a chance at first. Then, when he first went in a plane, he almost quit the pilot school because there was turbulence and he was bumping all over the place. On the other hand, once he flew a plane by himself he was hooked. He excelled in pilot school because he had excellent vision, 20/10, and learned how to dogfight, that is getting in position to shoot down another plane and avoiding getting shot down yourself. He left for the War in ...

All About Old Growth or Virgin Forests

All About Old Growth or Virgin Forests An old growth forest, late serial forest, primary forest or ancient forest is a woods of great age that exhibits unique biological features. Depending on tree species and forest type, the age can be from 150 to 500 years. Old growth forests typically contain a mixture of large live and dead trees or snags. Unharvested fallen tree logs in various states of decay litter the forest floor. Some environmentalists blame the dramatic loss of U.S. old growth forests to exploitation and disruption by Euro-Americans. It is true that old growth stands need a century or more to grow. How Will You Know You are in an Old Growth Forest? Foresters and botanists use certain criteria to determine old growth. Sufficient age and minimal disturbance is necessary to be classified as old growth. Characteristics of old-growth forest will include presence of older trees, minimal signs of human disturbance, mixed-age stands, canopy openings due to tree falls, pit-and-mound topography, downed and decaying wood, standing snags, multi-layered canopies, intact soils, a healthy fungal ecosystem, and presence of indicator species. What is a Second Growth Forest? Forests regenerated after harvests or severe disruptions like fire, storms or insects is often referred to as a second-growth forest or regeneration until a long enough period has passed that the effects of the disturbance are no longer evident. Depending on the forest, to become an old growth forest again may take anywhere from one to several centuries. Hardwood forests of the eastern United States can develop old-growth characteristics with several generations of trees existing in the same forest ecosystem, or 150-500 years. Why are Old Growth Forests Important? Old growth forests are often rich, biodiverse communities harboring wide varieties of plants and animals. These species must live under stable conditions free from severe disturbance. Some of these arboreal creatures are rare. The age of the oldest trees in an ancient forest indicates that destructive events over a long period were of moderate intensity and did not kill all the vegetation. Some suggest that old growth forests are carbon sinks that lock up carbon and help prevent global warming.

Caring for Hickman line Essay Example | Topics and Well Written Essays - 2750 words

Caring for Hickman line - Essay Example This case study shall assess the organization and assess the professional & service users' needs. This theme of caring for the Hickman Line was arrived at by the growing statistics of the exposure of the Lines to germs. As a result, of careless storage of Hickman lines with no proper care, a lot of infections have recorded an escalating trend. A greater percentage of patients have been seen to visit health centers for replacement of the Hickman lines; others require removal of the same. According to Souhami and Moxham proper insertion of the Hickman Line is a concern of the learners in the clinical setting. Nurses, the learners in this context, are no exception to the needs analysis on the placement of the Hickman line. Billet argues that, in the clinical setting, nurses must be actively involved in learning in the clinical setting. All health practitioners must ensure that they are conversant with all the procedures that are required of them in the clinical setting. Conducting succe ssful insertion of the Hickman line is an indication of a well trained physician. Alternatively, provision of appropriate procedure to the patient is a requirement of the nurse in clinical practice. The nurse must be very alert while conducting the procedure of inserting the Hickman line. Direct observation is not the only vital action that needs to be taken by nurses. He continues to argue in the clinical setting, the nurse must have self-possessed assessment skills that are extremely important in this case study. Despite the fact that, acquisition of these skills may pose a major challenge in the clinical setting, patient care must be jeopardized by the fact that nurses need time to adjust to the new practice (Gopee, 2010). In relation to this case study, nurses must ensure that they are conversant with the Hickman line insertion procedure, that commences with neck X-rays. Nurses must also be keen on administering pain killers before insertion of the Line. Needs analysis, in this context, is responsible for ensuring that nurses conduct their roles as expected, so as, the patients have an uncomplicated and calm operation. Caley (2006) argues that, health improvement must be the sole purpose for the provision of health care to individuals. Teaching plan objectives In relation to part 1, the teaching plan will be based on Nursing as the Subject area. The theme of the teaching plan will be successful completion of the Hickman Line placement. In regard to the teaching plan goals, the tutor must ensure that the learners’ -nurses-scope of ability to grasp key elements of placement of the Hickman line. The tutors must also emphasize on the need to assemble all the skills learnt throughout the course are applied in the clinical setting. Teaching plan must also ensure that the health practitioners are in a position to convert all the theoretical skills to practical during insertion of

An Organizational Dilemma Essay Example | Topics and Well Written Essays - 750 words

An Organizational Dilemma - Essay Example This essay seeks to analyze a critical way of handling ethical issues in any organization by using an example from General Motors. The methodology used herein is derived by Trevino and Nelson (2011). Steps of Handling Ethical Issues Now that ethical issues will always appear in a business organization, it is only obvious that every manager has the responsibility of handling the issues sensibly. This means they should be handled in a manner that compromises little but at the same time achieves a great deal for the business. In that light, the eight step model developed by Trevino and Nelson (2011) seeks to ease the task of managers in ensuring that all the key players, who are; the customers, employees, shareholders and the community in which the business operates, are all at a satisfactory level. Step One: Gather the Facts According to Trevino and Nelson, this is quite a critical yet unpredictable part of addressing the ethical issue (2011). At this level, the management is required to collect the points of view of the customers, employees, shareholders and the community. ... Step Two: Define the Ethical Issues This is an analysis of the results obtained in step one. The management interprets the meaning of the facts gathered in relation to the organization. This identifies the genuine issues from the bluffs. For instance, a GM customer who claims that there is no customer help centre in South Africa is considered to be bluffing since there are a number of them. Step Three: Identify the Affected Parties The opinion or complaint of one party could be a whole network that affects more than just that one party. This step enlists all the parties affected by a single issue. For instance, GM was considered to be a key pollutant in 1978 by producing 80 different toxic fumes. This not only affects the community around it but also the employees working in the factory. Step Four: Identify the Consequences These could be considered as either long-term or short-term effects of the particular issue highlighted by the preceding steps (Trevino and Nelson, 2011). This me ans that some effects are felt for a long period of time while others are only felt for a short time. These effects can also be viewed from the perspective of how much damage they cause to the stakeholders. For example, the GM pollution of 1978 was said to cause adverse respiratory complications for the society around it, including school children. With this, the management is charged with the responsibility of providing actions that can solve the situation both in the long term and short term. Step Five: Identify Obligation for each Action Contemplated This means that the management is required to know if any of the actions contemplated in step four is implemented and the implications thereof to

Communication Case Essay Example for Free

Communication Case Essay Communication allows ideas to be conveyed clearly and succinctly. Communication is crucial for developing positive relationships with children, young people and their families, colleagues and other professionals We communicate to express our emotions like courage or fear, joy or sorrow, satisfaction or disappointment with appropriate gestures and words. Communication is vital for seeking and providing information. AiiDescribe TWO ways how effective communication can affect relationships in an adult social care setting between individuals using the service, their carer’s, colleagues and other practitioners. 1. Effective communication is the basis of all relationship regardless of whether the relationship is professional or personal. It is important as it helps to give concise and clear information and eliminate the possibility of risks to patients. 2. Also with effective communication there would be a positive atmosphere within the work place and colleagues would be more willing to help each other out. Staff would know where everything is and also offer extra support with your workload. AiiiIdentify THREE ways of finding out the communication and language needs of an individual. For each method, describe how effective it is at establishing the needs of the individual. Method How effective this method is? Looking through previous records Previous records can identify the individual’s illness or disability and what kind of support they will need to establish communication and language needs. Observation Observation is effective as it is establishing the communication and language by watching/talking to the patient themselves. Communication with family/other professionals Family, friends and other professional who have worked/lived with the patient will have a lot on information/knowledge on the patient. They would have developed ways of dealing with the patient’s communication and language over a long time. AivDescribe THREE factors to consider when promoting effective communication. Disabilities: Disabilities such as hearing loss, impaired vision, mobility problems or speech impairment can affect the effective communication. Proper communication method should be known before communicating the people with disability or different health issues. Cultural Differences: Communication differences can result from differences in culture. In some cultures, children are not allowed to speak in front of adult and some kind of body gesture, eye contact, facial expression and touch are inappropriate. Environment: Environment is one of the most important factors to consider. Ensure the lights, air, temperature, noise and that it is safe and comfortable for the patient before establishing effective communication. AvDescribe THREE verbal and THREE non-verbal communication methods and styles that a social care worker may use in an adult setting. Verbal Non Verbal Spoken When people speak face-to-face or via the phone its considered verbal communication Body language/Body movements Body movements include gestures, posture, head and hand movements or whole body movements Written writing is considered a form of verbal communication because words are involved. Eye contact – It is important to give eye contact as it helps the person know that you are listening Non-spoken A person doesnt have to speak words for a communication to be considered verbal. A groan can qualify. In fact, any noises or utterances a person makes are included in this classification. Posture Posture can reflect peoples emotions, attitudes and intentions. Avi Explain why it is important to respond to an individual’s reactions during communication. It is important to respond to an individual’s reactions during communication because it shows you are actively taking part in a conversation. It also shows that you are listening. With no listening there really isnt a conversation happening. If you are listening passively, then you are giving little or no feedback. If you are like this, then you are unlikely to make coherent responses. Avii Explain how an individual’s background can influence their communication methods. An individual’s background can influence their communication methods by the way in which they are brought up and the society and culture that they live in has a great effect on the way in which they communicate. In some cultures children are not allowed to speak in the presence of certain adults. Some people may have been brought up in a background of challenging environments. Some women do not speak in front of other men out of family. These factors will highly influence the way they communicate and to establish communication with these groups of people. Also there may be a language barrier which would influence communication methods. Aviii Identify three examples of barriers to communication and explain how you could overcome each barrier. Barrier How it can over come Language differences You can overcome this by identifying the preferred communication method and using the appropriate method to communicate. Culture differences You can overcome this by providing an interpreter or translator service. Using makaton, body language and pictures etc. Physical Barrier You could overcome this by checking the individual’s record, speaking to a family member or friends or through the country’s cultural representative. Aix Describe two strategies that you could use to clarify misunderstandings. 1. Be polite and ask kindly in a calm professional manner. 2. Writing instructions clearly and concisely. Ask the them to repeat what I have said to ensure clear understanding. AxA social care worker wants to enable more effective communication with individuals using the service. Explain how they could access extra support or services that may be helpful. Translation services This service can help with changing the written text from one language to another. Interpreting services This service can help with converting spoken language to another language. Speech and language services This service can support people who have had a stroke and have problems with their speech. Advocacy services This service can support people who are unable to speak up for themselves. This service tries to understand the needs, wishes and preferences of people, and will argue on their behalf.

American Slavery Essay -- Slavery in the United States

Enormous changes swept through nearly every facet of American society in the years between the American Revolution and the Civil War, and the institution of slavery was no exception to this rule. Prior to the Revolution, slavery existed in every American colony. The growing population of settlers was founded on and maintained by notions of inequality, in which indentured servants and slaves provided the necessary manpower for the development of a largely agricultural economy and the settlement of an ever-diminishing frontier. First- and second generation whites began to equate race and servitude as white indentured servitude waned and black slaves came to represent the primary source of forced labor in the Americas. In the seventeenth and eighteenth centuries, many whites and blacks negotiated the terms of slavery for the first time – new slaveholders sought to define the status of slaves and to create a viable workforce out of individuals unfamiliar with the language, land, or expectations of their keepers; new slaves, still intimately tied to their native languages and cultures, struggled to comprehend the new status forced on them in a strange land. As each group viewed the other as hostile strangers, dehumanization and brutality were commonly employed by new masters to conform African behavior to their expectations and needs. After the American Revolution, slavery underwent significant transformations in concert with larger changes sweeping the political, economic, and religious structure of the nation. The spirit of liberty in which the revolution was fought gave pause to whites who had begun to take the status of bondsmen for granted and elicited different responses in the North and South. Gradual emancipation in ... ... different from that of the colonial years – it was a distinctly Southern institution, grounded in the accepted tradition of generations past, bringing masters and slaves into closer contact, and eliciting radical opposition for the first time in the North. In other ways, antebellum slavery was a product of its earlier embodiment, shaped and transformed by the political, economic, and religious revolutions of the interwar years, just as the rest of society was. By 1861, an even greater revolution would be necessary to form a society free from its yoke. Works Consulted Douglas, Frederick. Narrative of the Life of an American Slave, Written by Himself. New York: Signet, 1968. Ginzberg, Lori D. Women in Antebellum Reform. Wheeling, IL: Harlan Davidson, Inc., 2000. Kolchin, Peter. American Slavery, 1619-1877. New York: Hill and Wang, 2003. American Slavery Essay -- Slavery in the United States Enormous changes swept through nearly every facet of American society in the years between the American Revolution and the Civil War, and the institution of slavery was no exception to this rule. Prior to the Revolution, slavery existed in every American colony. The growing population of settlers was founded on and maintained by notions of inequality, in which indentured servants and slaves provided the necessary manpower for the development of a largely agricultural economy and the settlement of an ever-diminishing frontier. First- and second generation whites began to equate race and servitude as white indentured servitude waned and black slaves came to represent the primary source of forced labor in the Americas. In the seventeenth and eighteenth centuries, many whites and blacks negotiated the terms of slavery for the first time – new slaveholders sought to define the status of slaves and to create a viable workforce out of individuals unfamiliar with the language, land, or expectations of their keepers; new slaves, still intimately tied to their native languages and cultures, struggled to comprehend the new status forced on them in a strange land. As each group viewed the other as hostile strangers, dehumanization and brutality were commonly employed by new masters to conform African behavior to their expectations and needs. After the American Revolution, slavery underwent significant transformations in concert with larger changes sweeping the political, economic, and religious structure of the nation. The spirit of liberty in which the revolution was fought gave pause to whites who had begun to take the status of bondsmen for granted and elicited different responses in the North and South. Gradual emancipation in ... ... different from that of the colonial years – it was a distinctly Southern institution, grounded in the accepted tradition of generations past, bringing masters and slaves into closer contact, and eliciting radical opposition for the first time in the North. In other ways, antebellum slavery was a product of its earlier embodiment, shaped and transformed by the political, economic, and religious revolutions of the interwar years, just as the rest of society was. By 1861, an even greater revolution would be necessary to form a society free from its yoke. Works Consulted Douglas, Frederick. Narrative of the Life of an American Slave, Written by Himself. New York: Signet, 1968. Ginzberg, Lori D. Women in Antebellum Reform. Wheeling, IL: Harlan Davidson, Inc., 2000. Kolchin, Peter. American Slavery, 1619-1877. New York: Hill and Wang, 2003.

Marketing strategy in the tourism industry Essay

The word â€Å"strategy† occurred from the Greek strategos, â€Å"art of the general†. The military origin of this term shouldn’t be surprising. strategos allowed Alexander of Macedon to win the world. Value of the strategic behavior allowing firm to survive in competitive fight in long-term prospect, sharply increased in the last decades. All companies in the conditions of the rigid competition, quickly changing situation have to not only concentrate attention on internal state of affairs in the company, but also develop strategy of a long-term survival which would allow them to be in time behind the changes happening in their environment. Strategy represents the detailed comprehensive comprehensive plan, intended to provide implementation of mission of the organization and achievement it is more whole. Formation of strategy is one of management functions which represents process of a choice of the purposes of the organization and ways of their achievement. Marketing strategy is a strategy of the enterprises focused on market values. Marketing strategy has two main reference points – the market and a product. The subject of a term paper is actual since for many enterprises marketing strategy is the major strategy as it provides validity of a market orientation of the enterprise. The purpose of a term paper consists in a choice of such marketing strategy for the studied organization as a result  of which the company will achieve the objects, and will be in time behind the changes happening in its environment. Practice of business showed that there is no strategy, uniform for all companies, as well as there is no uniform universal strategic management. Each firm is unique in own way, and process of elaboration of strategy for each firm is unique as it depends on a firm position in the market, dynamics of its development, its potential, behavior of competitors, characteristics of goods made by it or services rendered by it, state of the economy, the cultural environment and still many other. Certainly, always it is necessary to remember that strategic management — it first of all a product of creativity of the top management, but at the same time it is possible to tell and about a certain theory of the strategic management which knowledge allows to exercise control of the organization more effectively. 1. Kinds of marketing strategy and process of their choice. 1.1 . Definition of strategy and their version. Company strategy, as a rule, consists of the thought-over purposeful actions and reaction to unforeseen succession of events. The firm defines the long-term actions in relation to the markets, the commodity range, pricing, merchandising and goods advance on the market, develops marketing strategy according to various conditions of demand, forms the global directions of the development. Firms have a big degree of a freedom of choice of strategy. They can diversify the activity in connected or not the connected grew by means of creation of joint ventures, strategic alliances, acquisition of other companies or opening of new activities. Some companies follow strategy of leadership in expenses, others focus attention on various combinations of numerous properties of goods more attractive to clients, and the third choose discussion of special inquiries of a narrow circle of buyers. Further the main marketing strategy which are more often used for organization development will be given. Marketing strategy — process of planning and realization of various marketing actions, which are subordinated to achievement put before the company (firm,  the organization, business structure) is more whole. All variety of strategy which commercial and non-profit organizations show in real life, are various modifications of several basic strategy. Each of these strategy is effective in the certain situation determined by factors of internal environment therefore it is important to consider the reasons of a choice of a certain option. The organization is faced by four main strategic alternatives: 1 . Limited growth. The majority of the organizations adheres to this alternative, for it establishment of the objectives from achieved, inflation-adjusted is characteristic. It is the easiest, convenient and least risky way of action. Apply in the mature stable industries having stable profit in the past. At strategy of limited growth of the purpose of development are established â€Å"from reached† and are corrected at situation change. If the management, is generally satisfied with position of firm, it is obvious that in the long term it will adhere to the same strategy as it is the most simple and least risky way of actions. 2 . Growth. This strategy is most often applied in dynamically developing branches with quickly changing technology. The strategic alternative of growth is carried out by annual substantial increase of level of short-term and long-term goals over level of indicators of previous year. This strategy is the chosen alternative second most often. It is applied in dynamically developing branches with quickly changing technologies. Growth can be internal or external. Internal growth can happen by expansion of the range of goods. External growth can be in allied industries in the form of the vertical or horizontal growth by a way of acquisition of other firm, their association or merge. 3 . Reduction – strategy of a last resort. Options of realization of strategic alternative of reduction: elimination, cutting off superfluous, reduction, reorientation. This strategy gets out the organization most less often. For it establishment of the objectives below the level achieved in the past is characteristic. To strategy of reduction resort when indicators of activity of the organization get a steady tendency to deterioration, and no measures can change this situation. 4 . Combination – strategy of a combination of all alternatives which the major companies which are actively operating in several branches adhere. This strategy represents a combination of the considered alternatives – the limited growth, growth and reduction. The large organizations which actively function in several branches adhere  to this strategy, as a rule. For example, the firm can sell or liquidate one of the productions and in exchange get one or several others. Marketing strategy (F. Kotler). According to F. Kotler, the firm in competitive fight can play one of 4 roles. The marketing strategy is defined by position of the company in the market, whether is she the leader, the applicant, the follower or occupies a certain niche: 1 . The leader (a share in the market about 40%) feels surely. The leader of the market possesses the greatest share of the market of a certain product. To strengthen a dominant position, the leader needs to seek for market expansion as a whole, attracting new consumers, finding new ways of consumption and use of production. For protection of the share of the market the leader uses strategy of position, flank and mobile defense, preemptive strikes and reflection of the attack, the compelled reduction. The majority of leaders of the market seek to deprive of competitors of the possibility of transition to approach. 2 . The applicant for leadership (a share in the market about 30%).  Such company aggressively attacks the leader and other competitors. Within special strategy the applicant can use the following options of attacks: â€Å"frontal attack† – is conducted in many directions (to new goods and the prices, advertising and sale), this attack demands considerable resources. â€Å"environment† – attempt to attack all or the considerable market territory of the market. â€Å"round† – transition to production of essentially new goods, development of the new markets. â€Å"attack of a gorilla† – small gusty attacks not absolutely correct methods. 3 . The follower – (a share of 20%) the company which to seek to keep the share of the market and to bypass all banks. However even followers have to adhere to the strategy directed on maintenance and increases in a share of the market. The follower can play roles of an imitator or the double 4 . Dug round in a market niche – (a share of 10%) serves a small segment of the market to which there is no business to major companies. Traditionally this role I played small business, today strategy of niches use also the large companies. Key to niches – specialization. The companies focusing in niches, choose one or several areas of specialization: on end users, down, depending on the sizes of clients, on special clients, by the geographical principle, on a product, on individual service of buyers, on a certain ratio of  quality/price, on service, on distribution channels. Some niches are more preferable than one. Main competitive strategy (M. Porter). Malt liquor allocates five main competitive strategy: 1 . Strategy of leadership in the expenses, providing decrease in full costs of production of goods or services. 2 . The strategy of broad differentiation directed on giving to goods of peculiar features, distinguishing them from goods of rival firms that promotes attraction of a large number of buyers 3 . The strategy of optimum expenses which is giving the chance to buyers to receive for the money a great value at the expense of a combination of low expenses and broad differentiation of production. The task consists in providing optimum expenses and the prices concerning producers of production with similar lines and quality. 4 . The focused strategy, or the strategy of a market niche based on low expenses, is focused on a narrow segment of buyers where the firm advances the competitors at the expense of lower costs of production 5 . The focused strategy, or the strategy of a market niche based on differentiation of production, sets the purpose providing representatives of the chosen segment with goods or the services most fully answering to their tastes and requirements. The analysis of a competitive situation and definition of position of the organization in it assume determination of complexity and dynamism of the competitive environment. Universal methods of such analysis are the model of five forces of M. Porter and the analysis of expenses of competitors. The model of five forces assumes carrying out the structural analysis on the basis of determination of intensity of the competition and research of threat of penetration on the market of potential competitors, the authorities of buyers, the authorities of suppliers, threats from goods or service substitutes. The analysis of expenses of competitors is consolidated to clarification of the strategic factors operating expenses, actually the analysis of expenses and modeling of expenses of competitors. For obtaining competitive advantage the firm can use three the general competitive to strategy: 1. leadership in expenses (a task — to achieve leadership in expenses in the concrete sphere at the expense of a set of measures for control of them), 2. individualization (achievement of difference of a product or organization service from products or services of  competitors in this sphere is supposed), 3. focusing (a task — concentration on concrete group, a segment of the market or the geographical region). Types of strategy of behavior of firms according to A.A. Thompson and A.DZh. Striklendu. They allocate the following strategy: offensive, defensive and strategy of vertical integration. 1. Offensive strategy for preservation of competitive advantage. Competitive advantage is usually reached due to use of creative offensive strategy it isn’t so simple to them to resist to competitors. Six main types of offensive strategy are allocated: the actions directed on resisting to strengths of the competitor or to surpass them; the actions directed on, use of weaknesses of the competitor; at the same time approach on several fronts; capture of unoccupied spaces; guerrilla war; pre-emptive strikes. 2 . Defensive strategy for protection of competitive advantage aim to hold the market position, to reduce risk to be attacked, to transfer attack of the competitor with smaller losses, to put pressure on throwing down a challenge to reorient them on fight against other competitors. 3 . Strategy of vertical integration. The essence of this strategy is that firms can expand the activities for the direction to suppliers (back) or in the direction to the consumer (forward). The firm building the new enterprise for production of entrance components which were bought earlier from suppliers, undoubtedly, remains in the same branch, as earlier. Similarly, if the producer chooses integration â€Å"forward†, opening a network of the retail shops to sell production to directly end user, he remains in business on production of this production, even on condition of expansion of its field of activity in a branch chain of values. Strategy of vertical integration can pursue the aim of full integration in grew or partial  integration (creating positions at the most important stages of a branch chain of values). The company can carry out vertical integration, beginning own actions in other links of a branch chain or getting the firms which are already working in this sp here that they were closer to the company. 1.2 Specifics of marketing in tourism. Tourism according to the main characteristics has no fundamental differences from other forms of economic activity. Therefore all essential provisions of modern marketing can be fully applied and in tourism. At the same time in tourism there are the specifics distinguishing it not only from trade in goods, but also from other forms of trade in services. Here trade, both services, and goods (by estimates of experts, the share of services in tourism makes 75%, goods – 25%), and also special nature of consumption of tourist services and goods in a place of their production, moreover, in a certain situation takes place. In the traditional production having concrete result of work (goods in a material and material form), the concept of marketing has more concrete contents. In tourism the result of activity is reduced to a tourist product. In fact, the tourist product is the any service which is satisfying these or those needs of tourists and subject to payment of the hardware of th eir party. Tourist services treat hotel, transport, excursion, translation, household, municipal, intermediary, etc. The main tourist product is complex service, i.e. the standard set of services sold to tourists in one â€Å"package†, abroad they are called often package-tour. Tourist marketing – concept difficult and capacious in view of what it yet didn’t receive the accurate and final wording. There is a set of definitions, including: – methods and the receptions directed on identification and satisfaction of needs of people, caused with motives of rest – informative aspect, rest, entertainment, treatment, etc., – and the organization of tourist bureaus or the associations, capable it is rational to satisfy these requirements; – the state and private activity of the tourist enterprises which is carried out on the international, national and regional plans for the purpose of satisfaction of requirements of certain groups of tourists; – the system of a trade production activity aiming at satisfaction of individual needs of each consumer on t he basis of  identification and studying of a consumer demand for receiving the maximum profit; – the market focused management, directed is achievement of the objectives enterprises more whole than the enterprise by more effective, than at competitors, satisfaction of needs of tourists; marketing can be used as at the level of separate travel company, and separately tourist concerns, holdings, including at the international level. The world tourist organization allocates three main functions of marketing in tourism: 1) establishment of contacts with clients sets as the purpose to convince them that the offered vacation spot and services of service existing there, sights and expected benefits completely correspond to that clients wish to receive; 2) development assumes design of innovations which will be able to provide new opportunities for the sale, in turn similar innovations have to correspond to requirements and preferences of potential clients; 3) control provides the analysis of results of activity on advance of services in the market and check of, as far as these results reflect really full and successful use available in the sphere of tourism of opportunities. The tourist product has to be good acquisition. In this regard marketing represents the consecutive actions of the tourist enterprises directed on achievement of such purpose. Therefore and reasonable the following definition of marketing is rath er logical. Marketing in tourism is a system of continuous coordination of offered services with services which are in demand in the market and which the tourist enterprise is capable to offer with profit for itself and is more effective, than it is done by competitors. In relation to tourism allocate some components of a complex of marketing: – personnel, its qualification and training; – process of providing service; – environment. Tourist business is unique in the sense that the personnel of the enterprises is a part of a tourist product. Hospitality, goodwill – the main condition for all comers, and not just specialists in direct service of consumers. Marketing has to be an integral part of philosophy of all organization, and functions of marketing to be carried out by all employees. Key factor of competitiveness of the tourist enterprise are a measure (action) for mobilization of creative activity of collective. Important factor of  high-quality service of the client is the environment – appearance of the building, office registration, furniture, the equipment, office equipment, etc. the atmosphere of the offer of a product (the physical environment) is perceived by means of sense organs (sight, hearing, sense of smell, touch) and has impact on consumer behavior in four ways: 1) can serve as a data carrier for potential consumers; 2) can serve as means of drawing attention of clients; 3) can be the carrier of a certain effect (colors, sounds and properties of surfaces of subjects surrounding the client influence his consciousness and induce to purchase); 4) can create a certain mood. [19, page 58] Ensuring management efficiency with marketing requires development of its auxiliary systems: marketing information; marketing organizations; marketing control. The system of marketing information provides, systematization, an assessment and use of the data characterizing a condition of environment and the internal environment of the tourist enterprise. Without objective, actual, rather full marketing information adoption of operational and strategic decisions is impossible. The system of the organization of marketing is directed on creation of the relevant organizational structure of the tourist enterprise providing realization of marketing actions. For continuous tracking performance of marketing strategy and programs the system of marketing control is created. In practice the technology of implementation of the concept of marketing is very elastic. It can change both the structure, and a place of separate stages depending on features of the enterprise, degree of familiarity of the market, goals, tasks and market conditions. However all these elements are closely interconnected. It is impossible any of them to exclude from system, without having broken its integrity. 2. Marketing strategy in the tourism and hospitality industry. 2.1 Strategic marketing at the tourist enterprises. 1. Corporate marketing strategy in tourism. Hierarchy of marketing strategic decisions. The most important purposes of any company are: receiving profit, ensuring continuous growth of a turn and occupation of the best competitive position in the market. In marketing is the growth of sales, increase in a share of the market, increase of loyalty of consumers. Exactly at the top level company management the foundation of the correct marketing policy as each concrete marketing decision has to be considered as specification of strategic decisions of the company directed on achievement of the all-corporate purposes are laid: definition of development of the main strategic zones of managing. choice of the directions of further growth  formation of competitive advantages. These and other marketing decisions made by the top management of the company, define development of concrete products and the markets, all system of marketing actions, their expense and efficiency at the subsequent stages. Strategic marketing decisions represent a way of action on achievement of the marketing purposes which, in turn, follow from the purposes all-corporate. Distinguish the marketing decisions made by the enterprise at three levels: the corporate; the functional; the tool. Corporate marketing decisions define interaction strategy with the market and coordination of capacity of the enterprise with its requirements. Marketing decisions at corporate level define ways as it is better to use enterprise resources for satisfaction of needs of the market. It is possible to allocate three groups of strategic marketing decisions at corporate level. Portfolio strategy — allow to resolve rather effectively issues of management of various fields of activity of the enterprise from the point of view of their place and a role in satisfaction of needs of the market and implementation of capital investments in each of spheres. Growth strategy — give the chance to answer questions: in what direction to develop to the enterprise better to conform to market requirements? whether enough own resources for this purpose or is required to go for external acquisitions of  the activity? Competitive strategy — define how it is possible to provide to the ente rprise competitive advantages in the market from the point of view of bigger involvement of potential consumers and what policy to choose in relation to competitors. 2 . Marketing strategy on tourist industry development. Marketing practice considers â€Å"portfolio† in the form of set, as a rule, not economic divisions dependent from each other, strategic units of one company. â€Å"The portfolio analysis† allows to present in a matrix look results of research of activities of the enterprise for the purpose of determination of their subsequent growth and increase in profitability of strategic units which were its part. Thus increase in production is defined by development of demand and sales that leads to decrease in expenses of resources on a unit of production. â€Å"Portfolio strategy† — ways of distribution of limited resources between economic divisions of the enterprise with use of criteria of appeal of market segments and potential opportunities of each economic unit. Enterprise resource management on the basis of a choice of the economic directions of market activity is carried out with use of a matrix of BKG and a matrix Mac-Kinzi. 3 . The marketing strategy focused on growth of the tourist company. Enterprise growth — manifestation of types of its business activity which can be based on three opportunities of growth: organic growth, intensive development at the expense of own resources acquisition of other enterprises or the integrated development; diversification — leaving in other fields of activity. Strategy of growth represent business management models by a choice of types of its business activity taking into account internal and external opportunities. Control of growth is exercised with the help: Ansoff’s matrixes matrixes of external acquisitions; new matrix of BKG. Ansoff’s matrix. This matrix represents the tool for classification of production and the markets depending on degree of uncertainty of prospects of sale of production or opportunities of penetration of this production on this market. It is known that gorazno it is more difficult to sell absolutely new production, than production known, also to sell the existing range of goods to categories of the consumers close to what already got them, it is easier, than to master the new markets. Each strategic quadrant defines the directions of marketing efforts of the enterprise: 1 . Penetration strategy on the market: stimulation of purchases by traditional buyers (product replacement, use frequency); increase in a share of the market; involvement of buyers from competitors; involvement of new consumers; search of new opportunities of using. 2 . Strategy of development of the market: exit to new consumer segments; entry into the new territorial markets; exit to new marketing networks. 3 . Strategy of development of a product: innovations; new brand; modification by the range 4 . The marketing strategy focused on ensuring competitive advantages of travel agency. Competitiveness of goods and firm. The competition — rivalry of the enterprises in the market, directed on a gain attention of potential consumers. The competitive analysis represents the analysis of a competitive situation and an assessment of degree of  competitive advantages, both the enterprise, and his rivals in the market. Competitive advantage – those characteristics of market activity of the enterprise which create a certain superiority over competitors. Competitive strategy at corporate level pursue the aim to provide competitive advantage of the enterprise in the market concerning rival firms. For management of competitive position of the enterprise are used: general competitive matrix; model of competitive forces; matrix of competitive advantages; model of reaction of competitors. General competitive matrix. According to Porter’s general competitive matrix competitive advantage of the enterprise in the market can be provided with three main ways. Grocery leadership is based on policy of differentiation of goods (value for buyers is created). The main attention is paid to improvement of goods, giving of bigger consumer usefulness to them, development of branded production, design, service and guarantee maintenance, formation of attractive image. The combination of high usefulness and the high price forms â€Å"the market force† goods. It protects the enterprise from competitors, provides stability of position in the market. Price leadership is provided on the basis of possibility of the enterprise to reduce costs of production (value for the producer is created). The special attention is paid to stability of the investments, the standardized goods, strict management of expenses, control of expenses. Decrease in expenses is based on use of â€Å"an experience curve†. L eadership in a niche is connected with focusing of grocery or price advantage on a narrow segment of the market, without covering all market. Such leadership is most often used by small business enterprises. Dangers of this strategy are connected with the next moments: essential strengthening of distinctions in expenses can reduce considerably advantages of service narrow the target groups;  gap reduction in differentiated production for narrow target group and a common market is possible; competitors can find unoccupied niches even in a narrow target segment. 2.2 Process of a choice of strategy. Process of a choice of strategy includes the following main steps: explanation of the current strategy; carrying out analysis of a portfolio of businesses; choice of strategy of firm and assessment of the chosen strategy. Explanation of the current strategy is very important because it is impossible to make decisions on a future occasion, without having a clear idea concerning in what state there is an organization and what strategy it realizes. Various schemes of explanation of the current strategy can be used. One of possible approaches is offered by Thompson and Strikland. They consider that exists on five external and internal factors which need to be estimated to deal with realized strategy. External factors: scope of activity of firm and degree of a variety of made production, diversification of firm; general character and nature of recent acquisitions of firm and sales of part of the property by it; structure and orientation of activity of firm for the last period; opportunities on which the firm was focused recently; relation to external threats. Internal factors: firm purposes; criteria of distribution of resources and the developed structure of capital investments on made production; the relation to financial risk both from the management, and according to real practice and carried-out financial policy; level and degree of concentration of efforts in the field of research and development; strategy of certain functional spheres (marketing, production, shots, finance, scientific researches and development). The analysis of a portfolio of businesses represents one of the most important instruments of strategic management. It gives an evident idea that separate parts of business are very interconnected and that a portfolio as  whole significantly differs from the simple sum of its parts and the condition of its separate parts is much more important for firm, than. By means of the analysis of a portfolio of businesses such major factors of business, as risk, receipt of money, updating and dying off can be balanced. It is possible to tell with full confidence that the analysis of a portfolio of businesses is a basis of strategic planning. At the same time it is necessary to remember that the analysis of a portfolio of businesses is only one of instruments of strategic management, and it in any way doesn’t replace strategic planning as a component of strategic management, certainly, strategic management as a whole. After the management will consider available strategic alternatives, it then addresses to concrete strategy. The simplified technique of definition of position of firm and its goods in relation to opportunities grew was developed by the Boston consultative group. In the analysis of a portfolio comparison of a share of firm or its goods in the market with growth rates of all economic activity is carried out. Each of these quadrants in the BCG model is given figurative names: Stars. The new business areas occupying rather big share of roughly growing market operations on which make high profit concern to them, as a rule. It is possible to call these business areas leaders of the branches. They bring in to the organizations very high income. However the main problem is connected with definition of the correct balance between the income and investments into this area in the future to guarantee recoverability of the last. Milk cows. These are business areas which in the past received rather big share of the market. However over time growth of the relevant branch was considerably slowed down. As usual, â€Å"milk cows† are â€Å"stars† in the past which provide now to the organization sufficient profit to hold the competitive positions in the market. The stream of monetary cash in these positions is well balanced as investments into such business area require the most necessary minimum. Such business area can bring in very big incomes of the organization. Difficult children. These business areas compete in  growing branches, but occupy rather small share of the market. This combination of circumstances results in need of increase in investments for the purpose of protection of the share of the market and guaranteeing a survival on it. High growth rates of the market demand considerable monetary cash to correspond to this growth. However these business areas with great difficulty generate the organization income because of the small share in the market. These areas most often are pure consumers of monetary cash, instead of its generators, and remain them until their market share will change. Dogs. These are business areas with rather small share in the market in slowly developing branches. The stream of monetary cash in these areas of business usually very insignificant, and is more often even the negative. Any step of the organization in the direction to receive a big share of the market unambiguously immediately it is counterattacked by competitors dominating in this branch. Only skill of the manager can help the organization to hold such positions of business area. The positions taken by separate areas of business in strategic space, defined by the BCG model, dictate a choice of quite certain directions of actions: For Stars: To try to keep or increase a share of the business in the market. For Difficult children: Or to go on increase in a share of business in the market, or to be content with that is reached, or to reduce this business. For Milk cows: To try to keep or increase a share of the business in the market. For Dogs: To be content with the of provisions, either to reduce it, or to liquidate this type of business in the organization. The choice of strategy of firm is carried out by the management on the basis of the analysis of the key factors characterizing a condition of firm, taking into account results of the analysis of a portfolio of businesses,  and also character and essence of realized strategy. The major key factors which have to be considered first of all at a strategy choice, the following is. The condition of branch and firm position in branch often can play a crucial role at a choice of strategy of growth of firm. Leading, strong firms have to seek for the maximum use of the opportunities generated by their leading situation, and for strengthening of this situation. Leading firms depending on a condition of branch have to choose various strategy of growth. So, for example, if the branch goes to decline, it is necessary to stake on diversification strategy if the branch roughly develops, the choice has to fall on strategy of the concentrated growth or strategy of the integrated growth. Weak firms have to behave in a different way. They have to choose those strategy which can lead to increase in their force. If such strategy aren’t present, they have to leave this branch. The purposes of firm give uniqueness and originality to a strategy choice in relation to each concrete firm. For to what the firm aspires is reflected. If, for example, the purposes don’t assume the intensive growth of firm, can’t be chosen believe the corresponding strategy of growth, even in spite of the fact that for this purpose there are all prerequisites both in the market and in branch, and in the potential of firm. 3. Marketing strategy on an example â€Å"Eurasia Tour†. 3.1 Summary of the enterprise. The Eurasia Tour travel company was founded on February 29, 1996. The firm cooperates with the leading Russian tourist organizations in various regions of Russia and the neighboring countries. In 1998 the firm for the first time acted in quality round of the operator in the summer program â€Å"To Spain Directly from Omsk†. Same year the firm is awarded by the diploma International the exhibition center â€Å"InterSib† for professional work. In 1999 own tourist programs for the Omsk region, gained recognition of Omsk, nonresident and foreign tourists – adventure automobile round on the North of the Omsk region â€Å"Taiga rally† and an alloy on kayaks under the name â€Å"Secrets of the Taiga River† were for the first time offered.† Eurasia Tour† is an official travel agent of a traditional Siberian international marathon  which in August, 2001 passed already for the twelfth time. In 2002 â€Å"Eurasia Tour† was included in the interstate agreement between Russia and China, having acquired the right for opening of visas to citizens of the Russian Federation. Today the staff of firm makes 15 people. Contacts with all leading hotels of the city, and also the largest boarding house of the Omsk region are come into. At office of firm sale of air tickets in all directions on flights of the Russian and foreign airlines is organized. Employees â€Å"Eurasia Tour† determine a target segment by the following characteristics: Age – 40-45let Income level – average and above an average Education – usually the highest, but doesn’t play a role Relationship status – usually a family from two-four people Work, profession – most often – business owners Geography Vital style – the vigorous, active person occupied with trade or administrative activity, working often on days off and holidays, watches the image, feels a lack of time on rest and the family, susceptible to the novelties, skeptical about advertising. Motive of travel – desire to have a rest with a family, – desire to have a rest abroad, – desire to receive treatment abroad – desire to visit the exotic country (entertainments + novelty) 3.2 Marketing strategy on an example â€Å"Eurasia Tour† The firm exists 14 years, and even crisis of 1998 didn’t become a hindrance for its development and functioning. In advertising appeals it is specified that â€Å"Eurasia Tour† is the member of various tourist associations that as inspires trust to firm. As here goes formations of image of a product, namely cruise across Irtysh which has no analogs in the Omsk region. Tourists can receive not only information on rounds which offer practically all tour agencies of the city (rest in Spain through â€Å"Natali-turs†,  treatment in the Czech Republic through â€Å"Travelland†, excursion Europe tours and so on), but also information on rounds which â€Å"Eurasia Tour† (â€Å"the Okunevsky Ark† will organize, â€Å"Taiga Rally†, â€Å"Secrets of the Taiga River†, â€Å"Linevo’s Lake†, â€Å"Omsk excursion† and so on), being that tour-operetor. It should be noted that â€Å"Eurasia Tour† issues the booklets connected with their own projects, for bigger involvement of tourists to these services. All booklets are printed in printing house on good, qualitative paper that shows respect for clients. In addition all booklets are colorfully issued. The booklet â€Å"Taiga Rally† is executed in green color which associates with trees, with a taiga. Booklets â€Å"Linevo’s Lake† and â€Å"Secrets of the Taiga River† contain various shades of blue color which associates with water, the lake, the small river. â€Å"The Okunevsky Ark† is executed in brown, yellow and white tones which give to the booklet some mystery. In these advertising leaflets the visual effect is provided at the expense of photos of these projects. Photos recreate the atmosphere of these rounds. They give to the potential client the main idea that expects it. For example, fishing, a crossing through the river, a river raft ing, monastery visit and so on. In booklets â€Å"Secret of the Taiga River†, â€Å"Linevo’s Lake†, â€Å"Omsk excursion†, â€Å"Taiga Rally† is given objective information on offered services with allocation of specifics and potential opportunities which clients wait. For example, you will be able to make horse walk, to fish on the lake †¦ Automobile round †¦ River rafting †¦ In the Achairsky Monastery to visit the Sacred source and so on. In the booklet â€Å"Okunevsky Ark† the fantasy situation is created. For example, †¦ to visit the most mysterious region of Western Siberia †¦ Visit of the power center of the earth †¦ Practically all advertising leaflets contain information in two languages: Russian, for the Russian-speaking population, and English, for foreign tourists. Besides advertising leaflets, the world Internet system the tourist firm â€Å"Eurasia Tour† places the advertising on television and in printing editions. The tele vision has ample opportunities to make purposeful influences and to cause desirable response of spectator audience. The television provides broad coverage. So for promotion of the festive program â€Å"on March 8 in sanatorium â€Å"Mercury† advertising on television, for the weekend, during display of interesting programs and feature films on the local channel when the maximum number of potential clients were at the TVs was given. 3% of  estimated profit therefore the program was advertized on television and in the â€Å"Mozhet Byt† newspaper which has the special section devoted to tourism â€Å"Wind of Wanderings† were allocated for advertising of this project. The advertising appeal which was placed in the newspaper, was simple, short, drawing attention of readers. Owing to the efficiency, repeatability, broad coverage of the market of a press is one of the most effective remedies of distribution of advertising therefore â€Å"Eurasia Tour† most often uses press services for advertising of the services. Important factor in advertising is firm styles of the organi zation. The corporate style is a set color, graphic, verbal, the typographical of the design constant elements providing visual and semantic unity of goods (services), all information proceeding from firm, its internal and external registration. The tourist firm â€Å"Eurasia Tour† developed an own corporate style which allows the consumer quickly and unmistakably to find a firm product, allows firm to bring with smaller expenses to the market the new products and which increases advertising efficiency. Elements of a corporate style are: Trademark; Firm font inscription (logo); Firm block; Firm slogan (slogan); Firm color; â€Å"Eurasia tour† logo which possesses advertising functions and quality assurance function is given below. This logo is put on firm forms, envelopes, prospectuses, booklets, folders, exhibition stands and as are used at outdoor advertising and TV commercial. The Eurasia round logo has a certain coloring: or red with white, or red with blue, or red with the black. Color depends on on what color surface will be the logo is put. Color does a logo more attractive, better memorable. Near a logo it isn’t seldom possible to meet and the firm slogan â€Å"Eurasia – tour†: OPEN UP THE WORLD WITH US!† The firm slogan is always written in the Russian and English languages that gives the chance to use services of firm not only to Russian-speaking  tourists, but also tourists from different corners of the world. So, from the aforesaid it is visible that the tourist firm â€Å"Eurasia tour† actively advances the services by means of different types of marketing strategy. However we considered only separate types of advertising. But, it should be noted that â€Å"Eurasia tour† uses also other types of advertising, such as: audiovisual advertising, handbills, outdoor advertising, post advertising and so on. Conclusion. So, marketing strategy provide not only effective satisfaction of requirements of the market, but also success of the enterprise in competitive fight. Having arisen in the production sphere, marketing rather long time didn’t find the corresponding application in the tourism sphere. However increase of the competition, commercialization of tourist activity resulted in need of the fastest introduction of basic elements of marketing in practice of work of the tourist enterprise. At the same time tourism has the certain features connected with nature of rendered services, forms of sales and so on. Really to use marketing as the reliable instrument of achievement of success in the market, specialists of the tourist enterprises need to seize its methodology and ability to apply it depending on a concrete situation.

Hardware and Software Used in Public Bank

Public Bank is currently the largest domestic bank in Malaysia by shareholders’ funds. It is well-known in 1966 by its founder and chairman, Tan Sri Dato Sri Dr Teh Hong Piow. The bank was planned on the Malaysia Stock Exchange in 1967. The Public Bank Group employs more than 14,000 people, with in Hong Kong and China, Cambodia, Vietnam, Laos and Sri Lanka. Public Bank is one of the most competent banks as reflected by its low cost to revenue ratio in Malaysia.The Public Bank Group has established a strong potential of delivering remarkably high rates of organic growth in its centre business. Over the years, the Public Bank Group has been part of physically powerful catalysts to support Malaysia economic growth. From the start of this, Public Bank has form itself into a strong and successful financial institution, contribution wide range of competitive and innovative products and solutions to meet its customers’ needs. Public Bank is the most recognized brand in the Mal aysia financial services manufacturing for its strong brand guarantee.Public Bank Berhad is occupied in commercial banking, investment banking, financing and Islamic banking business, stock-broking, provision of related financial services, management of unit trust funds and sale of trust units, underwriting of insurance, and investment holding. Complemented by business banking services, Public Bank is a market leader in consumer banking and retail commercial lending to SMEs in Malaysia. The company operates six segments. Hire purchase operations are focused on the stipulation of passenger vehicle financing to all levels of customers.Retail operations focus on producing products and providing services to each and every customer. The Company operates six segments. Hire purchase operations are focused on the provision of passenger vehicle financing to all levels of customers. Retail operations focus on providing products and services to individual customers and small-and medium-sized e nterprises. Corporate lending operations cater to the funding needs of corporate customers. Treasury and capital market operations is involved in trading in treasury related products and services. Investment banking operations caters to the business needs of corporate customers.Fund management operations consist of sale of trust units and the management of unit trust funds. Others refer to non-core operations, such as property holding. 2. 0 Types of contemporary information systems in Public Bank 2. 1 Customer Relationship Management System Introduction Customer Relationship Management System or usually known as CRM is one of the system used in Pubic Bank Berhad. CRM is a type of software application which used organized customer demographic, account and transactional information to obtain a better understanding of customer’s banking and financing needs, relationships and financial behavior..CRM helps improve the quality of customer relationships and offers opportunities to e xtend and cement the customer’s relationship with the Public Bank Group and improve on the company’s customer cross-selling ratio. Hardware and Software requirements To install the CRM system, there are some requirements need to be fulfill before proceed to the installment of the system. Of course beside of the basic hardware requirement such as mouse, keyboard, and monitor, it still need some more powerful hardware tools.First and the most important it should has a processor which is at least more than dual 1. 8 GHz Pentium Xeon to keep the server is usable. Using a lower-grade of processor with CRM system will caused server to freeze. Then, it should has a Random Access Memory (RAM) with at least 1 GB which gives its CRM program enough extra headroom to operate on its most basic level. For a better stability, run CRM on a system with 2 GB of memory or more. For the disk space requirement, it should have 400MB or more free space on the hard disk before installing CRM. Last one is the operating system and IIS.CRM need Windows Server 2003 SP2 or Windows Server 2008 in order to operate the CRM system. Along with operating system, Internet Information Services(IIS) version 6. 0 or 7. 0 need to be installed. While for software requirement, first it need a network interface card(NIC) to allows a client computer to connect to the central location where the CRM applications is located. Besides that, it need network protocol to allow two or more computers to communicate. The most common protocol is TCP/IP protocol which is also used to connect to the Internet. Functions and Core activities performedThere are several functions of CRM in Public Bank Berhad which may deal with every different department in the company. 1. Significance -CRM should serve as the method used by Public Bank to gain insight into their existing and future customer base. It allows them to measure the amount of customer business that already exists along with the product and service s that need to be offered in order to retain customers. 2. Function -The function contained within the CRM system must allow Public Bank to formulate its overall marketing and business strategy plan.This function is based upon calculations performed by the CRM platform that produces profitability by asset and liability type followed by the complete drill down to all basic components such as profitability from deposits and loans. 3. Features -CRM platform should be available to all marketing staff, management and any other sales related area of Public Bank. The monitor screens for these staff members should indicate customers by bank officer, business transactions, total and itemized profitability, contact information and customer profile data.It should also provide â€Å"what-if† scenarios that allow marketing staff the opportunity to develop personalized business plans for each customer. 4. Considerations -The CRM system of Public Bank must be constantly monitored for proper coding, subiness types; income and cost allocations along with rate analysis. CRM system must be updated and changed for the inclusion of a new business line along with all the associated information necessary for functionality. Advantages and Disadvantages There are a lot of advantages of using CRM in banking industry such as Public Bank Berhad.By using CRM, Public Bank can increase their revenue and profitability where bankers can easily see what products is currently used by customers, what products they are eligible for and what additional benefits should be added into the product or service. Besides, it also can improved customer service when CRM give proactive banks access to technology that helped them improve customer retention by using customer feedback to offer conveniences like ATMs and online banking. Next is the highly target marketing. With the captured data from their customer profile and ransactions, bankers are able to better identify target markets or rank custome rs according to lifetime expected value and then tailor the promotional campaigns to individuals. However, disadvantages of CRM will occurred on the same time. CRM is not always profitable so that Public Bank will need to pay a high cost for the continual maintenance or setup of its server which will takes up company resources. In addition, Public Bank need to hire professionals to train their employees in group in order to provide training for their employees.This may takes away time for productivity because most CRMs have specialized functions for managers and executives. Besides that, implementation of CRM may face overhead problem where Public Bank need to pay an amount of money to the software developers whenever a new version of software was applied to their CRM. Lastly is the integration problem faced by CRM because if a certain CRM system is not compatible with Public Bank’s other system such as email or accounting systems, the CRM system will not be effective. Implem entation ChallengesPublic Bank Berhad should consider of lease the CRM system from outside vendors as it may keep their database organized and updated. Customers trend keeps changing from time to time so they may not captured the trends if their CRM systems is not updated with the latest software or facilities and worse it may lead to lose to compete in the market where many of their customers start on choosing other company. 1. One of the biggest challenges facing by Public Bank to implement CRM is the cost associated with purchasing, installing and training employees to use new software.However, properly implemented of CRM will eventually show a good return on performance of the bank. 2. CRM-centric businesses focus on placing customers and their satisfaction before Public Bank and it is typically very complex and span multiple departments. This means that most employees must go through some sort of training to adopt with the system. 3. In-House CRM software will be more effective than supported system CRM but In-House CRM will be much more difficult to implement.Public Bank should consider supported system which means outsourced to another company in order to help them implement CRM effectively. Supported systems typically less costly to implement because it is not as effective as In-House solutions. Security Issues Possible security attacks in a CRM system are: 1. Denial of service (DOS) is a type of attacked in system where it attacked the system and make it unavailable to customers. Some of the possible attackers are angry customers, script kiddies, formal employees, and the competitors. 2.Intrusion of sales automation systems and customer database. Sales Automation systems normally have numerous information about customer so it may effort risk from potential attackers to break into the systems and steal the customer information. 3. Identity theft is a type of crime where someone uses your personal information without your permission to commit fraud or o ther crimes. 4. Malware attacks. Malware includes viruses and worms where their attacks can cause the damage on DOS, hardware and loss of data. 2. 2 Database Management System IntroductionA Database Management System is also known as DBMS is one of the software application used in Public Bank Berhad. A DBMS is best described as a collection of programs that manage the database structure and that control shared access to the data in the database It is a program that lets one or more computer users in the bank to create and access data from a same database. DBMS may use a variety of database models such as relational model or non-relational model. It also can be thought as a â€Å"file manager† that manages data in databases rather than files in file systems.A DBMS provides facilities for controlling data access, enforcing data integrity and maintaining database security as well. Hardware and Software requirements For hardware requirement of DMBS, it needs a basic 32-bits or a 64-bits operating system in order to implement the software. The minimum CPU speed for a DBMS is 1GHz per server but it is recommended to apply a 2GHz, multi-core for each server. Minimum RAM requirement before implement DBMS is 512MB per server. However, for multiple databases which is more than 100GB,it is recommended to apply 4GB for each server. While in disk ubsystem, it must at least enable SCSI or SATA hard disks or SSD which provides minimum 7200 rpm. For a better or high speed database, a SDD or high-speed HDD arrays will be more suitable for the system. Functions and Core activities performed Generally, there are several functions of DBMS in Public Bank which is:1. Support Concurrent Updates -Concurrent updates occur when multiple users make updates to the database simultaneously. So it is important for Public Bank’s database management to ensures that updates are made correctly and the end result is accurate to avoid lost of data or inaccurate data stored. . Recove ry of data -In the event of catastrophe occurs, DBMS of Public Bank can provide ways to recover a database so that data is not permanently lost. If the database is destroyed or damaged in any way, DBMS will able to recover the correct state of database by making a regular backups of information. So in the event of a disaster occurs, the database can be restored to the state that it was last at prior to backup. 3. Able to update and retrieve data -This is a fundamental component of DBMS and essential to database management.Updating data in database includes adding new records, deleting existing records and changing information within a record. Advantages and Disadvantages There are several advantages of DBMS in Public Bank and the first will be storing lots of data in one place. By using DBMS, Public Bank can store a large amount of important and sometimes some confidential information such as pay records and personal details in a database. Besides that, security of data also a major issue where Public Bank will able to keep confidential information, passwords and restricted that data only available for certain high-level employees.Next is a fast query where employees of Public Bank can searched for data by just key in certain keywords and thus will enable all the relevant information to appear on the screen immediately. Lastly is ability to share by more than 2 users. With DBMS, employees of Public Bank will not faced network jammed because the database or the same data can be accessed by multiple users at the same time. While there are some disadvantages of DBMS too which is complexity and costs. The control and administration of DBMS are challenging and hiring administrators who are specialized database experts is also expensive.Secondly, confidentiality, privacy and security risk is another main issue because when information is accessed remotely, the possibilities of information disclosure and leakage are greater than with conventional data processing syst em. Last disadvantage of DBMS is data quality and data integrity risk where when databases are accessed and used by multiple users, it will increase the risks of potential damage to the data. Users who are not database experts may try to update or append data to the database will caused damage of data too. Implementation challengesPublic Bank Berhad should rent or lease the DBMS system from other vendors or outsourced it since managing or build a internal database is much more complex and it take a lot of costs. So they may hire other vendors especially some professional in managing database system in order to help them in the process. Then, the benefits of rent the database from other vendors is the company just need to pay for the amount they used or some maintenance fees. When there is some latest software published, they also may immediately change for it after their license for the system had expired.In addition, they also may just add on extra space for the storage of data by just pay for some extra costs. There are several issues faced when DBMS is implemented: 1. Primary VS Secondary memory -Before a DBMS is implemented, Public Bank should consider whether which memory they would like to use whether a primary memory or secondary memory for a more effective processing. Primary memory is fast and has a low latency but it is non-persistent and its size may be smaller than data size. Secondary memory is opposite in each case.2. Recovery The transaction in Public Bank may face failure or the system also could fail, so implementation of DBMS must be able to recover as much data as possible and it must never leave a transaction â€Å"half done† so it should restore all the data to consistent state. 3. Query processing -The DBMS must able to translate the query into relational algebra (RA) expressions because it likely to be more efficient and indirectly this will minimize the size of intermediate relations. It also must provide different algorithms for each RA operation.Then cost is estimated using statistical information from the database catalog and the cheapest queries should be chosen. Security Issues After DBMS is implemented in the company, it may face some threats to their database which caused loss of integrity, lost of availability and loss of confidentiality. To protect database against these types of threats, Public Bank may 4 methods to encounter the threats which the first one is access control where user accounts and passwords to control login process by DBMS is created.Next is inference control and it controlled the access to statistical database which is used to provide statistical information or summaries of values based on various criteria. The 3rd is flow control. Flow Control is a type of security way which prevents information from flowing in such a way to reaches unauthorized users. The last security method is encryption used to protect sensitive data that is being transmitted via some type of communication network.The data is encoded using encoding algorithm and only authorized users are given decoding or decrypting algorithm or keys to decipher the data. . 3 Enterprise Resourse Planning System Introduction Enterprise Resource Planning systems or ERP are software modules that handle the core functions of a business enterprise which integrates all department is the business including planning, human resource and finance and marketing. In Public Bank, ERP is used to integrate all networks from different department into a single central database for a better data transfer. Public Bank use ERP systems to maximize resources improve customer and vendor relationships and empower decision made.With the implementation of ERP system, the process of the bank will be faster and more effective. Hardware and Software requirements Hardware requirements to install a ERP is it must has a CPU which is running Intel Pentium III 500 MHz or above and minimum hard disk space needed is 30 GB. For RAM, it mu st at least has 256 MB but 512 MB RAM is recommended for a better performance. The PC must ensure it has a CDROM if the ERP system is installing from a CD and at least it has Intel Compatible Ethernet Card for the NIC. While for software requirements, the PC must has at least Windows NT Server 4. or Windows NT Server Pack 6. 0. Then,it needs a internet browser which is at least Internet Explorer 5. 0 or above.Besides that, it also need at least Microsoft SQL Server which is 7. 0 or above. Functions and Core activities performed There are several functions of ERP in Public Bank: 1. Central Database -A central database is essential for an efficient ERP system because it allow for visibility between operating divisions and help improve business processes in multiple departments. All departments in Public Bank may use the same input format so no time is waste in transferring and translating information. . Human Capital Management -ERP software allows Public Bank to manage their employee s more effectively or track their employee’s progress. This means employees can be better awarded for good performance and employees with potential can be targeted for additional training. It also helps to ensure the goals of employees are in alignment with the goals of Public Bank. 3. Operations Management -The operations management provides managers with the capability to manage procurement and logistics, resulting in efficient flow of materials.Managers of Public Bank use this automated process in real time to control the product development and manufacturing life cycles. Indirectly, this will helps them to cut the costs. 4. Performance Measurement -It provides real-time measurements and metrics that assist managers in understanding the business and making decisions. Business monitors key performance indicators (KPIs) are used to measure against expected performance such as employee turnover rate. Using ERP, it can integrate this with other business process such as plannin g, forecasting and budgeting. Advantages and DisadvantagesThere are some advantages of ERP in Public Bank and the most important is integration. By using ERP, all the business departments can be integrating into a single and cohesive platform. In addition to synchronization of work flow, ERP also provide a clearer overview of enterprise functioning and quicker performance. Secondly, ERP help to reduced operation costs because the system facilitate faster information flow between departments and offices so it will help employees to work faster, save valuable time and reduce operational costs. Another advantage of using ERP is data benefits.ERP has ability to streamline data so it reduces redundancy of similar data from different departments. All data is linked to each other and stored in a database so the data will only updated with accurate information and the data from a central database is accessible to multiple departments so it increased information processing time and allowed m anagers to obtain critical information quicker with a better accuracy. Last advantages is aid strategic planning decisions. ERP systems allow Public Bank to access data in real time and due to this it allow them to become more nimble and align it process and operations with their organization goals.So they can quickly captured the situations and come out with a proper solutions to overcome it. Implementation Challenges For ERP system, Public Bank should just purchased or buy the system once they have confirmed or identified that the system chosen is totally meet their requirement. It is because if the company had purchased an effective ERP system for their company, they do not need to pay large amount of money for the new training of their staff or employees and the costs for the purchase of new system. If the company purchased the system, they will only need to pay a little amount of money for the maintenance of the system.Besides that, if the company choose to implement new ERP sy stem, it will take a long period for their employees to adopt with the new system . Indirectly, this will reduce the productivity of the employees and wasted the resources of the company. Several issues need to be concerned before implementation of ERP: 1. Resistance to change -Adoption with ERP system is a major issue before the system is implemented because many units or divisions in Public Bank may resist to ERP due to insufficient guidelines or explanations from top management.If the benefits of ERP are not explained well, the recipients may resist and slow down the successful adoption of the system or refuse to use it correctly. 2. Training -Usually ERP errors result from improper user training. Public Bank should consider provide adequate time to thoroughly train the users because if without a proper training, they might often find themselves struggling to get proper materials. 3. System selection -There are many types of ERP system from different vendors so Public Bank should choose ERP systems base on functionality, scope, price and ease of use of the ERP.If the company fail to address these issues during selection of ERP system, they may face multiple challenges before, during and after the system was purchased. Security Issues There are a lot of issues about the security in ERP systems which include theft, damage, copying, unauthorized access to information, natural disasters and sabotage. But most common forms of security threat to ERP systems are from computer technology which is tapping or hacking. Public Bank may used security controls where authorized user need to log in with a secure username and password he may use the system.Besides that, they can limit a user’s accessibility into a certain level only so employees are only able to find some data regarding to their departments. Then, data encryption also can be used where it limits someone’s ability to export the database. Audit logs is build in ERP systems to track individual tr ansactions or changes in the system but it only provide a little detail about the relevance of the transaction. However, most of the organizations do not configure their ERP system to maintain audit logs because they are concerned about performance, degradation and they think they don’t need it. . 0 Porter’s Five Forces Analysis The Porter’s Five Forces illustrates how the competitive environment in the industry impacted by five forces.These forces are Threat of potential competitors, the intensity competition among existing firms, the power of suppliers, the power of the customers and the easiness of changing to substitute products. Porter’s five forces tool helps understand where power lies in business situation and it is useful, because helps understand clearly about the strength of current competitive position and the strength of a position that need considering to move into.Public Bank has used this porter’s competitive model to developed comp etitive strategies and enhanced performance by using information systems. Next, information systems that used by Public Bank are Customer Relationship Management System, Enterprise Resource Planning and Database Management System. 3. 1 The Power of Customers The power of customers is one of the forces of Porter’s Five Forces. It’s refers to the ability of customers can exert on businesses to get them to provide higher quality products, better customer service, and lower prices. The power of customers is one of the forces that shape the competitive structure of an industry.For example, Public Bank is one of the banks that faced these forces. Customers switching their loans and investment from one commercial bank to another, because banking industry is provide service and customer does not require to pay any large amount of costs. So, when the number of suppliers of investment banking services increase, the bargaining power of customers also increased. Besides that, cust omer power become high also because substitutes are available, threat of backward integration is high and costs switching are low.Porter’s five forces can solve by using information system. Appendix 1) Information system that can solved bargaining power of customer is Customer Relationship Management System (CRM). CRM is a technology and best tool use to analysis customer desires and needs from the firm, it is also a database created for the different type of customer information which helps to have a competitive advantage with others firm. Based on staff opinion, CRM collected and stored customer information to information and business strategy use. CRM helps Public Bank to attract new customer because they can identify what customer needs and wants.Besides that, they also can help bank having a good relationship with profitable customers because they produces efficiency operation compares to others firm. CRM is a unique strategy use to differentiate with competitors, they u sed by the firm for segmentation customers and to concentrate on retaining profitable and valuable customer. CRM store all the details of the customer what they buy and when they buy, so it’s can help reorganize customer details and help Public Bank to satisfaction customer by availability, quality, presentation, image, value for money and fulfill the expectation of customers.In addition, CRM provide staff with the information and processes necessary to know their customers, understand and identify the customer needs and effectively build relationships between the firm and its customer base as a distribution partners. Public Bank use CRM software to help them manage their customer relationship and build customer loyalty to their bank. Next, Public Bank also use Enterprise Resources Planning (ERP) to helps managed the important parts of business. ERP software applications can be used to manage product planning, parts purchasing, inventories, interacting with suppliers, provide customer service and tracking order.ERP application modules help Public bank manage their finance department, human resources department and also including manufacturing, sales and marketing. Based on staff opinion, ERP help to shares the data flow from one department to another department across the organization. Besides that, ERP also manage the information flow from organization to the connection with outsiders. For example, customer may get their money from ATM from one bank to another or they get money from other bank use different debit card or credit card. ERP help manage all the money flow and transfer the data to the organization.In addition, ERP system deal with customers as well as other people, they attempt to cover all the basic operations of any given organization and government. Moreover, ERP is easier to use and enables organization get better understanding their business and standardize business process. ERP help organization to attract customer because they manage all information and data systematically and efficiently, this give a nice impression to customers. Database Management System (DBMS) is software system uses a standard method to cataloging, retrieving, and running queries on data.DBMS manages incoming data, organizes it and provides ways for the data to be modified or extracted by organization. Public Bank use this software system to manage large structure sets of persistent data, offering hoc query facilities to customers. DBMS help Public Bank manage their customer data and make staff easier to find the information when they needed. This saved a lot of time and cost to the organization and customers. Besides that, its gives a good impression to customer and make them more confidence to the organization and build a customer loyalty.DBMS also accept the requests for data from the application program and instructs the operating system to transfer the appropriate data. When DBMS used, information systems can be changed easily as the organization required to change. DBMS is design to help organization record the data into different types and related to each others. This makes transaction processing more efficiently and systematically. 3. 2 The Power of Suppliers A bank has three suppliers of its products; it is depositors, the credit market and the central bank.Suppliers is very important and powerful to an organization, in banking industry they provide bonds, and certificate to sell to the bank and bank will sell those things to customers. Without suppliers, organization can’t function well, when supplier less and they provide limit action to the industry then power of supplier will be high and powerful. Large clients, corporation, government agencies are offered packages of services in market orientation in management. The central bank is effectively resources of last resort, its supply liquidity banking system in virtually unlimited quantities at a reasonable cost.Information system can help bank to en hance their performance and run the process effectively. Public bank used CRM to maintain a good relationship with their potential suppliers. They understand anticipate and respond to the needs of an organization to help grow relationship. CRM ensuring the correct people in place, with the correct skills to deliver outstanding personal service and establishing clear material service that supplier need. Based on staff opinion, CRM help organization having a good relationship with supplier can make all things become easier.Staff can easily prove the document from supplier and also can pass the document to customer in short time. This saved cost and time because shorten transaction processing time. Besides CRM, ERP is also a important system to enhance relationship with suppliers. ERP is a set of software application to the organization, its help standardize business processes necessary effectively plan and control. So, supplier can develop their plan and process about the product thro ugh ERP and ERP and shares the information flow inside the organization.By using ERP, banker and supplier can clearly classify information that they need and use for forecasting for their future plan. Moreover, Public bank also use DBMS to enhance their performance in banking industry. By using DBMS, organization can classify their data one by one because DBMS function is determine all the information from various departments and put in different type of document. In addition, DBMS help organization identify what investment should invest and identify federal investment bonds, bills, and short term federal bonds. DBMS is important for organization to interacting with suppliers and customers. .3 Threat of New Entrants Threat of new entrants is a factor that leads to increase the number of competitors in an industry. New entrants is competitive because they having the same activities and business in same market. Normally when one industry making high profit will attract new entrants to compete, when new entrants keep increasing, it’s will causes some firm lose and they will exit in that industry. So, to keep the organization increase profit steadily, organization must have a unique characteristic to attract customers and also have a good relationship with customers.But in banking industry, probability threat of new entrants is less because want enter bank industry is not a easy way. They need a lot of board of director and required a lot of capital. In addition, opening a bank not only need to check by government and also need having license and fulfill all the federal and state regulations. Opening a new bank also need to face changing of technology, strategic planning and expertise problems. Besides that, opening a new bank need a lot of money to buy advanced information system to help bank make transaction process and keep all the data.For example, bank use CRM to maintain the relationship with customers, ERP help manager to planning and forecast and DB MS help bank manage all the data flow from one department to another department. 3. 4 Threat of Substitute Products In the banking industry, they are no real threat of substitute products because all bank are having the same services such as investment, loan and deposit. But based on other view, threat of substitute like non-financial competitors is one of the reasons that faced by bank.Substitute product are the natural of industry competition, they involved the same function of the product that the industry already produces. For example, loan and mortgage is not much different, both is because customers want money and make an investment. In the banking sector, there have several products at the same time, so it counted as substitutes products. For example if someone is looking for a travelers check and that could not be provided, so it might decide to telegraphic transfer. Information system can help to enhance their performance to the threat of substitute products.Information sys tem can help bank solved the threat of substitute. Like CRM, its can help bank have a good relationship and the customers confidence with that bank. With this, banker offer bonds, mutual fund and stock to customer and they will more accept what they prefer because they trust that bank. Main purpose of CRM is help bank to attract new customers, having a good and healthy relationship with profitable customers. Besides that, CRM also increase efficiency process and help to gain competitive advantage over the banking industry. Not only CRM help to solved threat of substitute product, ERP also help a lot in managing the planning.ERP help integrate all departments and functions across a company onto a single computer that can serve all those different department particulars need. ERP help differentiate different type of product and make compare to another products to make a analysis. Its help customer more clear and understand about the product they interest. 3. 5 Competitive Rivalry Amon g An Industry Banking industry is a highly competitive industry. Financial services industry has been around for hundred years and everyone need to save money, make investment and loan the capital.Bank offers lower financing, higher rates, investment services and greater conveniences than their rivals. Rivals always compete by using advertising, introduce new products, more attractive customer services and warranties to enhance their standing and market share in specific industry. Rivalry will causes factors like equally balanced companies, slow growth within an industry, high fixed cost, lack of product differentiation, overcapacity and price-cutting, diverse competitors, high-stakes investment, and the high risk of industry exit.So, bank need to use information system to solve the rivalry problems. Same as ention before, CRM, ERP and DBMS can help bank to compete with rivalry. There not only can help bank gain competitive advantage and also help increase profit and process efficie ncy. CRM helps Public Bank to attract new customer because they can identify what customer needs and wants. Besides that, they also can help bank having a good relationship with profitable customers because they produces efficiency operation compares to others firm. CRM is a unique strategy use to differentiate with competitors, they used by the firm for segmentation customers and to concentrate on retaining profitable and valuable customer.ERP help to shares the data flow from one department to another department across the organization. ERP also manage the information flow from organization to the connection with outsiders and help manager planning and forecasting. While DBMS manages incoming data, organizes it and provides ways for the data to be modified or extracted by organization. Public Bank use this software system to manage large structure sets of persistent data, offering hoc query facilities to customers. DBMS help Public Bank manage their customer data and make staff ea sier to find the information when they needed.4. Strategic System Analysis 4. 1 Structure of Industry and firm location The Public Bank is one of the banks that using a lot of technology and also strategy in order to outstanding in the financial industry. Public bank used business strategy like multiple delivery channels to better serve its large customer base of individuals and business enterprises. The Group has also enhanced its internet banking and mobile banking services and they will continue to tap on its large sales and marketing force and strategic alliance with key partners to deliver high value products and services to its customers.This is one of the reasons why the Public Bank can stand a chance to be one of the leaders in financial industry. Nowadays, the customers more prefer choose the bank that offer several types of the loan and facilities in order to fulfill their needs in any financial problem. Nowadays, there many financial institutions on the market and all of them also come out with a lot of excellent services and products in order to retain their position in the market. So, Public Bank eventually cannot be avoided, will with face a lot of rival banks such as Maybank, CIMB, Hong Leong Bank, UOB and others.Public Bank and their competitors are competing with each other in a similar market, similar products and services such as home loan, credit card, insurance and investment funds. The corporate structure of Public Bank is unique in the financial industry since its structure is regionally decentralized. The corporate structure is generally separated into two parts that is Malaysian companies and Overseas & Offshore companies. For Malaysian companies it mainly focus on financial business such as Islamic banking, Family Takaful, Trustee services, investment banking, sales and management of Unit Trust, Leasing & Factoring and Property holding.On the other hand, for Overseas and Offshore Companies they usually handle business like investment & property holding, stock &share broking, deposit-taking & finance, securities dealing and underwriting, offshore banking and last but not least offshore trust company. Public Bank have many branches throughout Malaysia and also overseas such as Hong Kong, Cambodia, Vietnam, Laos, China and Sri Lanka. The location of Public Bank is headquartered at 27th floor of Menara Public Bank, 146 Jalan Ampang, 50450 Kuala Lumpur, Malaysia. It is located at the capital of Malaysia. 4. 2 Value chainsThe idea of value chain was first came up by Michael Porter (1985) to depict how customer value accumulates along a chain of activities that lead to an end product or service. Porter describes the value chain as the internal processes or activities a company perform â€Å"to design, produce, market, deliver and support its product. † He describes the value chain into three categories which are: business, firm and industry. (Appendix 2) In the financial market now, the customer are more prefer to choose buy goods and services from the bank that are more worth trusted and excellent in service and product provide.As a result, Public bank are aiming this kind of behavior and provide much type of products such as loan, deposit, investment, cards, ATM and insurance to fulfill the needs of the customer. Furthermore, Public bank also focuses in adding in more value with the customers by providing nice services to them. Firstly, Public bank had offer a time saving and more convenience way for their customer to do any transaction businesses that is ATM machine and online banking.For example, there many places in Malaysia are full of ATM machines that offer by Public bank, whether in the bank branches, shopping mall and even inside the school. It gives people to either deposit the money or withdraw money in faster way. Besides ATM machine, online banking also helps customer save a lot of time too. Customers no longer need to step out of their house to settle any transaction at the bank anymore. Next, with its strong customer service culture, the Public bank continues to maintain its superior delivery standards which have been benchmarked against international ISO standards.Public Bank also remains the first and the only bank in Malaysia which has attained bank-wide ISO 9001:2000 certifications for customer service at the front office of its branches and bank-wide loan delivery service. Public bank makes sure that whenever there is a customer walks into any of their branches, customer can expect consistent superior delivery standards that match the best in the world. Furthermore, Public bank also valuing by provided the financial management education to their customers. The purpose is to let them learn how to manage their financial future and make money management more interesting and easy to understand.This help in response to consumers struggling to find relevant, easy to understand and trustworthy financial information and advice. Besides that, Public bank also introducing PB Sharelink for customer learn how to invest. It is a product specifically designed to assist clients with their share trading and margin financing needs on the Malaysia Securities Exchange Bhd (MSEB). It offers the maximum purchasing power through leveraging against existing funds or collateral to enable customers to purchase and invest in shares to capitalize on any emerging opportunities in the stock market. 4. 3 Alignment of IT with Business Strategies and GoalsUntil fairly recently, the traditional role reserved for IT has been fairly subservient in business planning. IT was been merely an implementation tool, not only involved in shaping strategy but also created opportunities as well as a market channels to the new business. IT plays an important role in developing the long-term business strategy. So, organization needs to ensure their IT and business strategy functions are completely synchronized towards their business goals. Previously we have mentioned th at Public bank more focus in business strategy and goals in managing the structure and also valuing the relationship with the customer.In addition, Public bank also utilize the technology in the strategy in order to make their strategy can be perform in faster and efficient way. The international goal of Public bank is â€Å"to sustain the position of being the most efficient, profitable and respected premier financial institution in Malaysia. † Therefore, through the product innovation provide by Public bank, the aligned IT with their business strategies and goals is gradually achieved. The use of Automated Teller Machine (ATM) was one of the technology instruments which help to improve the number of Public bank card user.This is because the transactions are processed in less than a single second which is very convenience and time saving to the cardholder. Besides, it also allowed the cardholder make their fund transaction at any time and place since the ATM provides 24 hour s of the transaction service throughout countries. 5. 0 Conclusion As a conclusion, the implementation of IT has successfully driven the global economy by connecting all the cards, acceptance locations, ATMs and financial institutions around the world to help Public bank become one of the successful bank in financial industry.As a leader in financial service industry, Public bank not only need to focus on how to improve their sales of product and services offered by them but they also need to find out what are the changes out of its company, in order to avoid being eliminate by their rivals as well as the world. So, through the Porter five forces analysis, Public bank can enhance their strength so they can create more market opportunity for themselves and be prepared with their weakness and threat, treat those weakness and threat as a challenge for their company.Besides that, the top management needs to hire a strong and experienced project manager to ensure that the implementation of system will run smoothly. By using advance of technologies, the customer feels more confident with the product and services of the ING Insurance Bhd. Finally, Public bank can become a successful leader in the financial service industry because of the 3 system used, that is Enterprise Resource Planning (ERP), Database Management System (DBMS) and Customer Relationship System (CRM).