Place: Retail Store Location

Having a good location for retail is one of the crucial impacts in the case of the marketing strategy of retail because many of the associated long-term decisions and commitments depend on the location of the retail. Having a good location is one of c primary element in attracting prospects and customers.

At times a good location can also lead to an excellent competitive advantage because in retail marketing mix location is one of the crucial parameters and unique which cannot be copied by competitors in any way.

Importance of a good Retail store location

A good retail location as a competitive advantage which cannot be copied by the competition. One location can occupy one retail store, and time also plays a crucial role along with the location.

For example, the retail store of Gucci opens up in a particular neighborhood then, and for a couple of months, that is the store which is going to be the only purchase point of all the Gucci products for a neighborhood.

If Nike shows up in the same neighborhood after a couple of months, it won’t be possible for Nike to occupy the same location as of Gucci. Nike store has to be located either very close, which entirely depends on the availability of the location, or it has to be placed very far from the Gucci store thereby targeting a different neighborhood and different customers.

Customer proximity is another concern for most of the retail businesses. Several stores can be opened away from the city with a cheaper budget, but it won’t be possible for the retailers to bring customers to that particular neighborhood.

Hence the retailers have to think the way customer would think and open a store which would be convenient for the customers. Since geographically, peoples are spread out at every possible location, retailers cannot open a store in every neighborhood and instead they have to think of a Central location which would be accessible by most of the neighborhood within a particular diameter of the circle.

The retail store should be close to the place of customers. The word to use here has no quantification, and it cannot be quantified at the store should be located within 1 mile or ten miles of the customer, and it is a dependent on the locality in the country and the probability of the retailer.

Having a convenient retail store helps the organization to make supply chain and distribution arrangements easy for a particular outlet. This reduces the cost of the organization as brothers when it comes to meeting the immediate demands of the customer and fulfilling the urgent orders the retail outlet will not have any difficulty in doing so.

Because the transportation cost is reduced, it reduces the overall cost of supply chain management and operations that by everything the retail store and the retail corporation to go close to the six sigma process.

Having many retail stores nearby also enables the retail corporation to store and bed storage houses at one convenient place from which most of the retail outlets can be created within no time. This reduces the wait time and also reduces the ‘No Stock’ incidences in stores.

A well placed retail store can also help to influence the buying habits of the customers. Customers will always prefer their brand, but most of the times, customers also referred to avoid a hassle to get to their store and compromise on other brands as well.

For example, a die-hard fan of Pepsi lives in a particular neighborhood, and the availability of Pepsi is ten blocks away from his place.

Since the person is a die-hard fan of Pepsi, he will make sure to stock up his home with Axis Pepsi, but there will be times when we will have to walk those blocks or take a suitable means of transportation to the place and by Pepsi for himself.

Couple of days later results is that there is a store which is just one block away from his place but has Coca-Cola. One fine day that customer tired of walking down ten blocks research to go for Coca-Cola and why is it from the place which is one block away from this place.

He tries Coca-Cola and finds it on the same level as Pepsi and decides to stop buying Pepsi and switches to Coca-Cola.

There are few of the types of business operations that can be considered by retailers depending on the nature of the business, and the customers they serve.

Types of Retail Store location

The primary three types of retail locations that can be considered depending on the nature of the business.

  1. Solitary sites

These are single small outlets of shops which are separated from different writers, and they are positioned near other retailers on the roads on the way to shopping centers. Many of the food and non-food retailers use this type of solitary sites.

The primary advantage of having a solitary site is that it is away from the competition and provides the services to the customers, which help the customer to zero down on the product offered by that particular retailer.

However, the shortcomings of having a solitary site are the pedestrian traffic will always be so as compared to a shopping center or a convenience store and the visibility will also business along with the huge amount of investment since the site will be solitary.

  1. Unplanned shopping areas

These are the locations of retail stores which have evolved over a long period of time and have multiple outlets in nearby proximities. These are further divided into:

  • Central business district such as the downtown areas in major cities
  • Secondary business districts on main or high Street
  • District neighborhood
  • Location switch on the street or on the motorway which is also known as strip locations.

The advantages of having unplanned shopping areas are that there is very high pedestrian traffic during working hours and also because of my residential areas. This ensures a constant pull of customers.

The disadvantage of having unplanned shopping area is that there is a threat of shoplifting because of which high security is required. Also, it may cause inconvenience to other customers, and there are high chances of traffic blocking because of the unavailability of parking facilities.

  1. Planned shopping areas

The retail locations which are well planned according to the architecture and provide multiple out that are under the same roof are called as planned shopping areas. They have huge land spaces and the collection of major retail brands. Malls, Speciality, and Lifestyle centers are classified under planned shopping areas.

High visibility to customers and harmful of customers is a major advantage of planned shopping areas. But the disadvantages are that why security is required, and the cost of occupancy is also high.

Tips to have a good retail location

Choosing the right education is crucial in terms of business, as stated above. As such, there are different rules which govern choosing of location for retail store depending on the nature of the business and the target audience.

However, the following are a few of the steps which can be applied by almost all the retailers in order to find the right retail location.

  1. Market analysis

The company has to analyze the market in terms of their product and industry along with the nature of competition and the presence of competition. The company also has to consider how old are there in the market and how many some other businesses are there in the current location.

They have to check and analyze the market to know how far is the competition been successful in satisfying the customers. The company also has to analyze how convenient is the location in terms of supply chain management and warehousing in order to make the products available on a daily basis.

  1. Demographics of the market

The demographics of locality is essential to be considered in order to choose the retail location. The age group of the customer, profession, Lifestyle, profession, religion income groups, etc.

  1. Market potential evaluation

The paying capacity of the population plays an important role in the evaluation of the potential of the market, along with the impact of the competition and the product estimation and demand. The retailer should also have the knowledge of regulations and laws of the country in which the store is being operated.

Other things such as communal festivals which have an impact on the demand should also be considered by the business such as Christmas.

  1. Identification of alternatives

Most of the times it so happens that the retailers in hurry of starting the business finalize a location which costs them a fortune within fact a similar location with similar business potential would’ve been available somewhere very close which was neglected or overlooked.

In such cases, the retailer should not carry on finalizing the retail location and should also go out for alternatives and evaluate that location with similar parameters as stated above.

  1. Allocation of marketing budget

A retail store should have a marketing budget depending on the cost of the location, which is in the third to build the brick and mortar place. The store which is occupying a prime location and has a good inflow of customers has indeed cost a fortune for the retailer.

In such cases, the marketing budget will be very less since the story is visible to most of the customers and passers-by. On the contrary, a store which is located away from the main street should use more marketing campaigns and spend on marketing collaterals in order to attract more customers to the store.

With the advent of social media marketing, the store has become even cheaper. People can advertise about their Store on Google with a very small budget and can ensure and reach to potential customers not only across the neighborhood but also across other neighborhoods as well.

Success of Retail Location

Once the rigorous process of selecting the location is followed, and the retail outlet is opened on a selected location it is very important to keep track of how good the location has turned out to be the business. Apart from this, the retailer should carry out a few assessments of locations:

  1. Macro location evaluation

As the name suggests, this is the type of evaluation which is carried out to measure the success of retail location at National level and is conducted by the company when it wants to start the spelling of its product and open a retail business internationally.

Following are the few steps which are carried out to conduct the retail location assessment:

Detailed auditing of the market is carried out by analyzing the locations and the macro environment, which is abbreviated as PEST, which is Political, Economic, Social, and Technical and is also known as PEST analysis.

Other important factors such as the spending capacity of the custom nature of the competition and the location availability are defined at a minimum acceptable level, and the countries are right against each other.

  1. Micro-location Evaluation

Many of the factors are analyzed and assessed at this level, such as:

  • Population: Approximate number of people from the locality is taken into consideration. This number represents the people who shop at that particular retail store.
  • Store outlet: Competing stores in the nearby vicinity are identified and the stores which reduce the attractiveness of the location and the stores which increase the attractiveness of the location.
  • Infrastructure: The accessibility of the story is energized with respect to potential customers.
  • Cost: The most important factor in the case of a retail store is the cost of development and operation. The performance of the retail business depends on the cost required to set up the retail store.

Factors Influencing Store Location

Economic Characteristics

Businesses operate in an economic environment and base many decisions on economic analysis. Economic factors such as a country’s gross domestic product, current interest rates, employment rates, and general economic conditions affect how retailers in general perform financially. For example, employment rates can affect the quantity and quality of the labour pool available for retailers as well as influence the ability of customers to buy.  Normally, growth in a country’s gross domestic product indicates growth in retail sales and disposable income. Retailers want to locate in countries or regions that have steadily growing gross national products. As interest rate rise, the cost of carrying inventory on credit rises for retailers and the cost of purchasing durable goods rises for consumers. Countries that have projected significant increases in interest rates should be evaluated very carefully by retailers. Retailers will also be affected by a rise in employment rates; this lowers the supply of available workers to staff and support retail locations.

Demographic Characteristics

Demography is the study of population characteristics that are used to describe consumers. Retailers can obtain information about the consumer’s age, gender, income, education, family characteristics, occupation, and many other items. These demographic variables may be used to select market segments, which become the target markets for the retailer. Demographics aid retailers in identifying and targeting potential customers in certain geographic locations. Retailers are able to track many consumer trends by analyzing changes in demographics. Demographics provide retailers with information to help locate and describe customers. Linking demographics to behavioral and lifestyle characteristics helps retailers find out exactly who their consumers are. Retailers who target certain specific demographics characteristics should make sure that those characteristics exist in enough abundance to justify locations in new countries or regions.

Cultural Characteristics

Cultural characteristics impact how consumers shop and what goods they purchased. The values, standards, and language that a person is exposed to while growing up are indicates of future consumption behavior. Consumers want to feel comfortable in the environment in which they shop. To accomplish this, retailers must understand the culture and language of their customers. In a bilingual area, a retailer may need to hire employees who are capable of speaking both of the languages spoken by the customers. Some retailers have found it useful to market to the cultural heritage of their consumers, while other retailers seek to market cross-culturally. Normally larger cultures are made of many distinct subcultures. Retailers need to be aware of the different aspects of culture that will affect the location decision. For example, greeting cards sold in the United States normally have verses on the inside, while greeting cards sold in Europe normally do not.

Competition

Levels of competitions vary by nation and region. In some areas, retailers will face much stiffer competition than in other areas. Normally, the more industrialized a nation is, the higher the level of competition that exists between its borders. One of the environmental influences on the success or failure of a retail establishment is how the retailer is able to handle the competitive advantages of its competition. A retailer must be knowledgeable concerning both direct and indirect competitors in the marketplace, what goods and services they provide, and their image in the mind of the consumer population. Sometimes a retailer may decide to go head-to-head with a competitor when the reasons are not entirely clear.

Demand

The demand for a retailer’s goods and services will influence where the retailer will locate its stores. Not only must consumers want to purchase the goods, but they must have the ability or money to do so as well. Demand characteristics are a function of the population and the buying power of the population that the retailer is targeting.  Population and income statistics are available for most countries and regions with developed economics. In developing countries, the income data may be little more than an informed guess. These statistics allow the comparisons of population and a basic determination of who will be able to purchase the goods carried in the store. This is of utmost importance for retailers, whether they carry higher-priced goods such as durables, furniture, jewellery, and electronics or lower-priced goods-such as basic apparels or toys.

Human Resource Management in Retailing

There is a rule in business that if you are not growing, you may be dying. But grow too rapidly and you may still find yourself on the fast track to the business graveyard. That will happen if you are not alert or constantly looking out for the speed bumps that will come your way when you are riding on a highway at top speed. Typically, the growth challenges relate to outgrowing the infrastructure, losing talented people, stretching the human capital resources too thin, attracting new competitors and flagging customer service.

These are also the challenges that face the retail industry in India today as it whizzes along on the fast lane. Being a labour intensive industry sector, workforce management has emerged as the single biggest task for human resources managers. Companies are being challenged to reorganise and adapt their employees to become more efficient. The Deloitte Changing Times, Changing Roles report 2013 sums up the key concerns for HR as hiring skilled talent, retaining critical talent and engaging and motivating employees.

Before we get into the specifics, here is a glimpse of how the industry has grown so far. At $450 billion (or Rs 20.85 lakh crore, according to an April 2013 Deloitte Touche Tohmatsu study), it contributes 14 per cent to the national GDP. The sector employs 7 per cent of the total workforce and is the second largest employer after agriculture. Organized retail, which is about 17 per cent of the total, is expanding rapidly at 20 per cent per year, compared with traditional retail where growth is pegged at 7 per cent. This growth is driven by the emergence of large-format retail outlets and shopping malls.

Such scorching growth has meant there is a huge shortage in skilled manpower. It doesn’t help that employee churn is quite high in the sector. Company heads and experts that

The Strategist spoke to reckon that the attrition level in the retail sector would be around 70-80 per cent, and even higher in some cases. Globally, the attrition rate is 30-40 per cent.

Objectives of HRM in Retailing

The HRM objectives in a retail organization serve as standards against which performance is evaluated. If objectives are well defined and accepted by employees, these promote harmony among human efforts and invite voluntary co-operation.

The pace with which new and new corporate are entering into the retail industry, a retail organization may have to structure and assign tasks, policies and resources in order to meet this fast changing requirements of the target market, management administration and employees. Due to high attrition rate and increased demand for skilled employees, retail organizations have prioritized retention policies and growth of its employees within the organization.

The scope of HRM in retailing is indeed vast and multifaceted. All the activities a retail store employee has to perform from his entry to exit broadly come under the purview of HRM. HRM in retailing is composed of survival-integrated activities such as employees’ recruitment, selection, induction, training and development, supervision and compensation.

The main objective of HRM is to ensure that right person should be appointed at right position according to his or her caliber, interest and experience in the relevant field. Broadly, HRM in retailing has four specific objectives to perform.

  1. Societal Objectives

Retailing is all about selling goods or services or both to consumers for their personal or family use. Retailing is perhaps the only sector where the owner of the business has direct interaction with its customers. Further, retailers in a society are the final businessmen in any distribution channel that links manufacturers to end consumers.

Therefore, considering all these factors, socially and ethically, it becomes imperative for a retailer to satisfy the existing and would be needs and wants of the society. The organization, which ignores this aspect, soon may find itself out of competition. Keeping pace with the market trends and continuous changing fashion is another criterion that retail organization should consider as a part of their social organization. In fact, societal objectives are basically responsible for the needs and challenges of society.

While performing societal objectives, retailers should try to minimize the negative impact of such demands upon the organization. The inability of the organizations to use their resources for society’s benefit in social and ethical ways may lead to restrictions. For instance, having no option, society may limit HR decisions to laws that enforce reservation in hiring retail employees and laws that address discrimination, safety or such areas of societal concern.

  1. Personal Objectives

When an employee joins an organization, he does not come alone. He brings with himself experience, attitude, skill, knowledge, personality and he tries his level best to take the organization to zenith. He seeks the organization for realization of his personal growth. If the organization requires employees for fulfillment of organization objectives, it becomes important for an organization to help its employees to grow further and achieve their personal goals.

Personal objectives of the employees must be fulfilled if a retailer is serious about long-term survival of its organization. If organizational efforts are only directed towards profit maximization, sooner or later, it will become difficult for the retailing firm to retain or maintain its employees, resulting in decline in turnover and employees’ performance.

  1. Functional Objectives

Retailing is termed as hard & rigorous business. The store employees stand on their feet from eight to nine hours in a day. The job of sales people in the retail outlet is physically demanding and expressively draining. Functional objectives help an organization to support and enhance the role of its employees within the organization through provision of information, advice, facilities and training.

Simply stated, functional objectives attempt to uphold (sustain) the department’s contribution at a level suitable to the organization’s needs. All the efforts, policies and resources spent on HR will go waste in case HRM in an organization is found to be more or less sophisticated. Therefore, it becomes imperative on the part of HR manager to adjust its HR that should exactly meet its organization’s requirements. Further, the department’s level of service must be tailored to fit the organization it serves.

  1. Organizational Objectives

Organizational objectives identify the job of HRM in bringing about organizational overall effectiveness. It involves HR planning, maintaining good relations with employees, selection, training & development, appraisal and assessment. HRM assists the organization to achieve its primary objectives.

It is the department that co-ordinates the activities of rest of the organization to achieve organizational mission. Therefore, an astute retailer will infuse passion for success in its employees. If the store staff is actually on the company’s pay roll, rather than outsourced from agencies, there will be greater commitment.

Functions:

Identifying the various roles in the organization:

The first step starts with the identification of the various tasks or jobs that need to be performed in the organization. This helps in determining the number of people required from various jobs, the skill sets and educational background needed and the location, where they are doing to be based depending on the organization structure defined and the size of the retail operation.

Key tasks in a typical retail organization involve:

1) Buying and merchandising

2) Store management and operations, and

3) Technology support.

It is necessary that persons with the right attitude and skill sets are recruited for the above-mentioned functions as they are the key in any retail organization. While professional qualifications for the various tasks are important, it is also necessary to hire persons who understand consumer trends and technology and what it can provide. This is extremely important, as traditionally retail has been one of the oldest users of information technology.

Recruitment and Selection:

After determining the tasks to be performed within the organization, the jobs need to be categorized on the basis of the functional or geographic needs. The aim of the recruitment process is to make available job applicants for specified job/s. Common ways of recruitment include newspaper advertisements, visits to colleges, existing employees, references, recruitment agencies and even websites.

Many organizations create an application blank, which has to be filled in by the applicant and gives the details of education, work, hobbies and family background. It helps the organization obtain information about the applicant in standard and structured manner. Once the applications are received, they are screened on the basis of parameters that are important to the retailer. This serves as the primary basis for acceptance or rejection of the candidate.

In case of most of the organizations, the candidates who are short listed on the basis of the bio data or application blank are called for a personal interview. A personal interview enables the interviewer gauge the attitude of the person and his suitability for the desired job. Depending on the position applied for, the selection procedure may comprise of one or more interviews. When the candidate passes the interviews stage, reference checks may be done and the final decision is taken.

Training:

Training is an important aspect of human resource management in retail. Typically, in retail training needs arise at the following points:

1) Induction new persons / staff into the organization

2) Training of sales staff, as they are the persons who are in direct contact with the customers.

3) Training of staff / personnel for skill enhancements.

Brainstorming, Brain Stilling

Brainstorming is one of the most frequently used group-based creativity process used for problem solving. It is a method using which numerous ideas can be collected from a group of people in a short time. It also provides a good background to have open discussions and communication during the entire project’s duration.

Brainstorming sessions generally take place between 10 people, however the numbers vary depending on various factors. The discussions of the group will be moderated by a leader who can also help in triggering different thoughts, which gives the participants time to connect their thoughts organically.

The whole process of brainstorming often takes one hour and is conducted through several stages, the first one of which is stating the topic of discussion and calling for different solutions. However, a creative thinking expert will replace the standard approach from “How to”, and put it down as “In how many ways can we”.

The four basic rules of brainstorming are:

  • No prejudice against any participant.
  • No criticism of any idea, however unlikely.
  • More the ideas, the better. People use them to connect different thoughts.
  • Sharing relevant experiences to help people use ideas to construct new ones.

Like the verbal communication method used in brainstorming, there is also another written medium of creative thinking known as Brain-Writing. In this process, ideas are generated by individuals and then written down on a piece of paper. These notes are then reproduced and exchanged with other members of the group, who will then read these notes and write down ideas.

Generally, Brain-Writing follows the 6-3-5 Method in which six members of the group generate and write down three ideas in five minutes. After five minutes, each member of the group will pass his paper to the participant on the right, who reads it and adds three new ideas in another five minutes. This process continues until each participant gets the original piece of paper back.

When you’re marketing a business, creativity, fresh ideas and innovation can contribute greatly to the success of your efforts. But creativity isn’t easily controlled, and often fresh ideas are hard to find. When you’re trying to come up with effective marketing campaigns, advertisements or slogans, brainstorming can help you get the creative juices flowing.

Collects Different Viewpoints

In any business, when a single person is responsible for generating all of your ideas, those ideas are likely to become stale or repetitive at some point. During a brainstorming session, however, you can collect ideas from a number of others. Those ideas may not be brilliant or even viable, but as you brainstorm together your ideas may evolve into something that is fresh and effective. Since your coworkers or associates likely have varying backgrounds, interests and motivations, they may help you generate ideas that no single individual could have fleshed out on her own.

Encourages Critical Thinking

One major advantage of brainstorming is that it requires you to think critically to solve a certain problem or create something innovative. The more you brainstorm, the better you become at encountering a problem and thinking about it critically. This means taking a topic or situation and looking at it in a logical and clear way, free from personal bias. Critical thinking may require you to break a topic or problem down into smaller parts. For instance, if you need to form a campaign around a new product, you’ll need to consider various pieces of the campaign, like product packaging, advertising mediums and messaging.

Gets You Out of Your Head

When you need to be creative, your own brain can become your worst enemy. That’s because creative thoughts may get jumbled and confused in your head, preventing you from thinking them through clearly. You also may come up with a vague idea, but find yourself unable to get the idea to take definite shape. Brainstorming requires you to pull the jumbled ideas from your head and get them out either audibly or on paper. Seeing or discussing these ideas can help you give them detail and shape, increasing the likelihood of finding something innovative.

Brainstorming Builds Teams

When you practice brainstorming as a group, you take team ownership of a campaign, product or event. This means that one person isn’t left feeling like he is carrying the workload for the entire company, and also cultivates a feeling of team ownership. Groups that practice brainstorming together may also learn how to work together better. Your brainstorming sessions will enable you to see certain talents or expertise in your coworkers of which you weren’t aware, which can be a great advantage when you need help in the future.

Brain Stilling

Brain stilling is allowing unconscious mind to work on the problem. The unconscious mind provides intuitive solutions. Brain stilling is also used to understand the others’ viewpoint with full concentration on the description provided. Ability to suspend judgment till the other person presents his view completely is important. Top managers need to cultivate the ability to combine intelligences of many people. Spirituality scholars with focus on management even talk of utilizing the universal intelligence in decision making.

Brain storming is a group creativity enhancing technique. In this technique, the members of the group are provided continuous stimulation in the form of ideas presented by others. Some of these ideas may provide the stimulus to bring forth new ideas. Every idea is recorded without any evaluation to encourage further participation by others. Top managers will get the benefit of conscious effort by many in the organization by holding brain storming sessions. The brain storming sessions can be followed by individual suggestions that are communicated after providing more time for external search and individual thinking. There is scope for intuitive suggestions also when time is provided to many for thinking.

After brain storming, some time can be given for brain stilling to allow time for the unconscious to bring out from the depths of one’s mind and brain some thing interesting that is of use to solve the problem under investigation.

Probability Sampling

Probability Sampling is a sampling technique in which sample from a larger population are chosen using a method based on the theory of probability. For a participant to be considered as a probability sample, he/she must be selected using a random selection.

The most important requirement of probability sampling is that everyone in your population has a known and an equal chance of getting selected. For example, if you have a population of 100 people every person would have odds of 1 in 100 for getting selected. Probability sampling gives you the best chance to create a sample that is truly representative of the population.

Probability sampling uses statistical theory to select randomly, a small group of people (sample) from an existing large population and then predict that all their responses together will match the overall population.

Probability Sampling Example

Let us take an example to understand this sampling technique. The population of the US alone is 330 million, it is practically impossible to send a survey to every individual to gather information but you can use probability sampling to get data which is as good even if it is collected from a smaller population.

For example, consider hypothetically an organization has 500,000 employees sitting at different geographic locations. The organization wishes to make certain amendment in its human resource policy, but before they roll out the change they wish to know if the employees will be happy with the change or not. However, it’s a tedious task to reach out to all 500,000 employees. This is where probability sampling comes handy. A sample from the larger population i.e from 500,000 employees can be chosen. This sample will represent the population. A survey now can be deployed to the sample.

From the responses received, management will now be able to know whether employees in that organization are happy or not about the amendment.

Steps involved in Probability Sampling

  1. Choose your population of interest carefully: Carefully think and choose from the population, people you think whose opinions should be collected and then include them in the sample.
  2. Determine a suitable sample frame: Your frame should include a sample from your population of interest and no one from outside in order to collect accurate data.
  3. Select your sample and start your survey: It can sometimes be challenging to find the right sample and determine a suitable sample frame. Even if all factors are in your favor, there still might be unforeseen issues like cost factor, quality of respondents and quickness to respond. Getting a sample to respond to true probability survey might be difficult but not impossible.

But, in most cases, drawing a probability sample will save you time, money, and a lot of frustration. You probably can’t send surveys to everyone but you can always give everyone a chance to participate, this is what probability sample is all about.

When to use Probability Sampling

  1. When the sampling bias has to be reduced: This sampling method is used when the bias has to be minimum. The selection of the sample largely determines the quality of the research’s inference. How researchers select their sample largely determines the quality of a researcher’s findings. Probability sampling leads to higher quality findings because it provides an unbiased representation of the population.
  2. When the population is usually diverse: When your population size is large and diverse this sampling method is usually used extensively as probability sampling helps researchers create samples that fully represent the population. Say we want to find out how many people prefer medical tourism over getting treated in their own country, this sampling method will help pick samples from various socio-economic strata, background etc to represent the bigger population.
  3. To create an accurate sample: Probability sampling help researchers create an accurate sample of their population. Researchers can use proven statistical methods to draw accurate sample size to obtained well-defined data.

Advantages

  1. Its Cost-effective: This process is both cost and time effective and a larger sample can also be chosen based on numbers assigned to the samples and then choosing random numbers from the bigger sample. Work here is done.
  2. It is simple and easy: Probability sampling is an easy way of sampling as it does not involve a complicated process. It is quick and saves time. The time saved can thus be used to analyze the data and draw conclusions.
  3. It is non-technical: This method of sampling doesn’t require any technical knowledge because of the simplicity with which this can be done. This method doesn’t require complex knowledge and it is not at all lengthy.

Sampling Types 

Simple Sampling

Simple random sampling is defined as a sampling technique where every item in the population has an even chance and likelihood of being selected in the sample. Here the selection of items entirely depends on luck or probability, and therefore this sampling technique is also sometimes known as a method of chances.

Simple random sampling is a fundamental sampling method and can easily be a component of a more complex sampling method. The main attribute of this sampling method is that every sample has the same probability of being chosen.

Random Sampling

Simple random sampling methods

  • They prepare a list of all the population members initially, and then each member is marked with a specific number ( for example, there are nth members, then they will be numbered from 1 to N).
  • From this population, researchers choose random samples using two ways: random number tables and random number generator software. Researchers prefer a random number generator software, as no human interference is necessary to generate samples.

Advantages of simple random sampling

  • It is a fair method of sampling, and if applied appropriately, it helps to reduce any bias involved compared to any other sampling method involved.
  • Since it involves a large sample frame, it is usually easy to pick a smaller sample size from the existing larger population.
  • The person conducting the research doesn’t need to have prior knowledge of the data he/ she is collecting. One can ask a question to gather the researcher need not be a subject expert.
  • This sampling method is a fundamental method of collecting the data. You don’t need any technical knowledge. You only require essential listening and recording skills.
  • Since the population size is vast in this type of sampling method, there is no restriction on the sample size that the researcher needs to create. From a larger population, you can get a small sample quite quickly.
  • The data collected through this sampling method is well informed; more the samples better is the quality of the data.

Stratified Sampling

Stratified random sampling is a sampling method in which a population group is divided into one or many distinct units called strata, based on shared behaviors or characteristics.

In statistics, stratified sampling is a method of sampling from a population which can be partitioned into subpopulations.

In statistical surveys, when subpopulations within an overall population vary, it could be advantageous to sample each subpopulation (stratum) independently. Stratification is the process of dividing members of the population into homogeneous subgroups before sampling. The strata should define a partition of the population. That is, it should be collectively exhaustive and mutually exclusive: every element in the population must be assigned to one and only one stratum. Then simple random sampling is applied within each stratum. The objective is to improve the precision of the sample by reducing sampling error. It can produce a weighted mean that has less variability than the arithmetic mean of a simple random sample of the population.

The reasons to use stratified sampling rather than simple random sampling include:

  • If measurements within strata have lower standard deviation, stratification gives smaller error in estimation.
  • For many applications, measurements become more manageable and/or cheaper when the population is grouped into strata.
  • It is often desirable to have estimates of population parameters for groups within the population.

Cluster Sampling

In cluster sampling, researchers divide a population into smaller groups known as clusters.  They then randomly select among these clusters to form a sample.

Cluster sampling is a method of probability sampling that is often used to study large populations, particularly those that are widely geographically dispersed. Researchers usually use pre-existing units such as schools or cities as their clusters.

Cluster sampling is a sampling plan used when mutually homogeneous yet internally heterogeneous groupings are evident in a statistical population. It is often used in marketing research. In this sampling plan, the total population is divided into these groups (known as clusters) and a simple random sample of the groups is selected. The elements in each cluster are then sampled. If all elements in each sampled cluster are sampled, then this is referred to as a “one-stage” cluster sampling plan. If a simple random subsample of elements is selected within each of these groups, this is referred to as a “two-stage” cluster sampling plan. A common motivation for cluster sampling is to reduce the total number of interviews and costs given the desired accuracy. For a fixed sample size, the expected random error is smaller when most of the variation in the population is present internally within the groups, and not between the groups.

Multi Stage Sampling

In statistics, multistage sampling is the taking of samples in stages using smaller and smaller sampling units at each stage.

Multistage sampling can be a complex form of cluster sampling because it is a type of sampling which involves dividing the population into groups (or clusters). Then, one or more clusters are chosen at random and everyone within the chosen cluster is sampled.

Using all the sample elements in all the selected clusters may be prohibitively expensive or unnecessary. Under these circumstances, multistage cluster sampling becomes useful. Instead of using all the elements contained in the selected clusters, the researcher randomly selects elements from each cluster. Constructing the clusters is the first stage. Deciding what elements within the cluster to use is the second stage. The technique is used frequently when a complete list of all members of the population does not exist and is inappropriate.

There are four multistage steps to conduct multistage sampling:

  • Step one: Choose a sampling frame, considering the population of interest. The researcher allocates a number to every group and selects a small sample of relevant separate groups.
  • Step two: Select a sampling frame of relevant separate sub-groups. Do this from related, different discrete groups selected in the previous stage.
  • Step three: Repeat the second step if necessary.
  • Step four: Using some variation of probability sampling, choose the members of the sample group from the sub-groups.

Advantages of multistage sampling

Here are the top 8 benefits obtained from multistage sampling:

  • It allows researchers to apply cluster or random sampling after determining the groups.
  • Researchers can apply multistage sampling to make clusters and sub-clusters until the researcher reaches the desired size or type of group.
  • Researchers can divide the population into groups without restrictions. It allows flexibility to the researchers to choose the sample carefully.
  • It is useful while collecting primary data from a geographically dispersed population.
  • Cost-effective and time-effective because this method helps cut down the population into smaller groups.
  • Finding the right survey sample becomes very convenient for researchers.
  • The researcher mindfully chooses the audience. It decreases the issues faced during random sampling.
  • It does not need a complete list of all the members of the target population, dramatically reducing sample preparation cost.

Internet Recruitment

E-Recruitment, also called as Online Recruitment, is the process of hiring the potential candidates for the vacant job positions, using the electronic resources, particularly the internet.

Internet recruiting is the act of scouring the Internet to locate both actively searching job seekers and also individuals who are content in their current position (these are called “passive candidates”). It is a field of dramatic growth and constant change that has given birth to a dynamic multibillion-dollar industry.

Traditionally, recruiters use large job boards, niche job boards, as well as social and business networking to locate these individuals. The immediate goal of Internet recruiting is to find individuals that a recruiter or company can present to hiring managers for the purpose of employment. Quite often, Internet recruiters have very short-term goals when it comes to recruiting online. The general catalyst that sparks this process is when a new job requisite comes in (called a REQ). The recruiter scans his or her database to see if anyone’s resumes match the requirements. If not, they proceed to search on the Internet.

The challenge arises when recruiters contact passive candidates willy-nilly. If a person is not currently seeking for a job, they generally have no interest in learning about new positions. Excessive contacts of this nature could lead to complaints of spam. A far more logical way to approach Internet recruiting is for recruiters to view themselves as an authority site[clarification needed] and answer the What’s In It For Me (WIIFM) question that all individuals have: “What’s in it for me to act upon your email”?

If a recruiter also offers resources such as career help, salary information, how to manage job stress, and the like, they break out of the stereotypical headhunter mode and enter into the “valued resource” mode to the individuals they contact.

Tools

  • Major search engines: Using boolean operators (AND, OR, NOT, etc.), related search syntax (parentheses for clauses, quotation marks around multiple-keyword phrases, etc.) and appropriate special commands (intitle:, inurl:, site:, filetype:, etc.), one can generate very targeted search strings to find just the kinds of candidate resumes and/or prospect biographies desired. These are typically most effective on major engines such as Google, Yahoo, Live, Exalead, etc., that each have billions of pages indexed as well as support for many special commands.
  • Niche search engines and job boards: In some cases, it can be more effective to use a more narrow search tool. Blog-specific search engines such as Gigablast can deliver targeted results within that subset of the Internet. There has also been a proliferation of niche job boards that provide companies with candidates from specific career fields or backgrounds. Among notable niche job boards are MediaBistro, eFinancialCareers.com, Ivy Exec, and Execunet.com
  • Discussion lists: Similarly, using Google Groups (formerly Deja) to search Usenet postings can find unique results within newsgroup discussion lists. Yahoo Groups, Topica, etc., are other online communities that each host millions of discussion lists which can be searched. Many portals and individual association sites (see below) offer their own forums where posts (and their posters) can be searched.
  • Other virtual communities: LinkedIn, Spoke and [Xing.com] (formerly OpenBC) are currently the largest of the professionally skewed social networks with differing levels of depth on candidates, though some search capabilities are reserved for paid tier members only. Other larger virtual communities, such as Facebook and [MySpace], contain a higher percentage of non-professional content. As a result, these may be less efficient for recruiting purposes even when advanced search techniques are employed.

Advantages of E-Recruitment

  • The recruitment process becomes more efficient and easier to record details of the applicant.
  • Right people for the right job can be easily found through E-Recruitment, by matching the candidate’s CVs with the job profile.
  • Less time required in hiring the potential candidate for the firm.
  • Beneficial for both the employer and the job seeker, the corporations can find the prospective candidates through their CVs attached to world wide web, and similarly, the candidates can search the employer through their job vacancy advertisement posted on the internet.
  • Low cost per candidate, as compared to the physical recruitment process.
  • Wide geographical coverage, i.e. the candidates can be hired from any part of the world.

Disadvantage:

Low Quality of Applicants

Due to different standards of education around the world, not all talent is the same, and the company is exposed to lower quality recruits if they do not conduct the vetting process thoroughly. Additionally, cultural differences might inhibit the recruitment process and office culture once the recruits begin their employment.

Miss Out on Qualified Candidates

If the HR department isn’t competent with the internet, it might lose out on the most valuable and well-trained candidates for the job. This loss of human capital can present massive costs down the line, which will outweigh the initial savings in recruitment costs.

Too informal

For executive roles, some companies believe that online job postings, especially on social media, can give off a negative image. Therefore, if you are looking for someone to find a qualified person to fill in this position, we would recommend advertising the job board in a reputable recruiting company and not on social media.

Keywords Miss Valuable Talent

Skills and industry standards change over time. Older generations might use a different word for a specific skill, thereby being filtered out. This could lead to a loss of a valuable talent pool.

Material costing

Material costing is the process of determining the costs at which inventory items are recorded into stock, as well as their subsequent valuation in the accounting records. We deal with these concepts separately.

Material Costing for Initial Inventory Acquisition

A company must decide whether it will record acquired materials at their purchased prices, or if additional costs will be added, such as freight in, sales taxes, and customs duties. The addition of these other costs is allowable, but may require a certain amount of additional work. It is easier to charge these additional costs to expense as incurred, so they appear immediately in the cost of goods sold.

Overhead is not allocated to raw materials, since these items have not undergone any production activities (with which overhead is associated). Overhead is only allocated to work-in-process and finished goods inventory.

Material Costing for Subsequent Valuation

Once inventory has been received into stock, it is subject to the lower of cost or market (LCM) rule. In essence, this rule states that the recorded cost of inventory should be at the lower of its recorded cost or the market rate. From a practical perspective, this rule is usually only applied to those inventory items having the largest extended costs. Its application to low-value items would not result in any material changes, and so is avoided from an efficiency perspective.

A cost layering concept must also be applied to inventory. Cost layering refers to the order in which inventory items are charged to the cost of goods sold when units are sold to customers. Several possible cost layering concepts that can be used are:

  • Specific identification method. Assign costs to specific units of inventory, and charge these costs to expense when the specific units are sold. Usually only applies to expensive and unique inventory items.
  • First in, first out method. Assign costs based on the assumption that the earliest goods acquired are the first ones sold. If prices are increasing, this tends to result in higher profits.
  • Last in, first out method. Assign costs based on the assumption that the last goods acquired are the first ones sold. If prices are increasing, this tends to result in lower profits. This method is not allowed under international financial reporting standards.
  • Weighted average method. Uses an average of the costs of all units in stock when charging costs to the cost of goods sold.

The following are essential for ascertainment of accurate material cost:

(I) Computation of total cost of material purchased.

(II) Systematised material issue procedure.

(III) Appropriate methods of pricing material issues.

(I) Computation of Total Cost of Material Purchased:

Most of the details needed to ascertain the total cost of material purchased can be obtained from the invoice sent by the supplier.

The basic purchase price has to be adjusted in the light of delivery and forwarding charges, sales tax, excise duty, etc. Similarly, transport charges and cost of containers have to be included. Any discounts receivable have to be appropriately subtracted.

(a) Discounts:

There are three types of discounts to be considered:

(i) Trade Discount:

This is a discount allowed by the supplier to compensate the buyer for the costs of ‘breaking bulk’, selling in small lots to customers, repacking, etc. The supplier is relieved from all these costs by the buyer by purchasing a large quantity. This discount is usually given by the wholesalers.

(ii) Quantity Discount or Bulk Discount:

This discount is allowed by the supplier as a measure of savings in cost which arise from the production of longer runs and the distribution of larger quantities. Part of the savings accruing to the supplier out of a large order is passed on to the buyer by means of quantity discount.

(iii) Cash Discount:

This discount is offered by the supplier to the buyer as an option. The discount is linked to payment of the invoice amount before a specified due date or within a specified number of days. The purchaser may make use of the option and obtain the discount if his cash position permits it. Generally, this discount is considered as a matter of ‘financial policy’ and not taken into account for computation of material cost.

(b) Transport and Storage Costs:

If transport cost and cost of storage in transit are not included in the invoiced price of the supplier, they may be added as the direct costs of purchase to the cost of material. If it is not possible to identify such costs with specific materials because of paying a combined amount for several materials, they may be treated as indirect expenditure and included in the overhead.

(c) Cost of Containers:

The supplier may or may not charge separately for containers. If no charges are made, no accounting treatment is required.

(II) Material Issue Procedure:

Materials kept in the stores are to be issued to production departments whenever the departments require them. The store keeper is to issue materials only when a material requisition is presented to him.

(a) Material Requisition:

It is a properly authorised document initiated by the production departments to draw the required material from stores. It has to be initiated by properly authorised person to avoid misappropriation of material.

The requisition serves as authority to the store keeper to issue materials. The store keeper puts serial number on the requisition and makes entries in the issue column of the bin card. After this the requisitions are sent to the cost office where the value of material issued is also filled up and credit is given to the material issued in the stores ledger and the job receiving the material in the job ledger is debited.

(b) Bill of Materials:

It is a document listing all the materials required with quantities required for a particular job, order or process. The bill of material serves the purpose of material requisition. The bill of material is prepared for a job of non standardised type so that estimate of all materials required for the job is made by the production department before the job is started. This is helpful to estimate material cost of the job for submitting tenders or quotations.

Treatment of Surplus Materials:

(a) Return of Surplus Material:

Sometimes, excess materials maybe issued to production departments. When these materials are returned to stores a Material Return Note is to be prepared by the department which has the excess materials. Generally, three copies are prepared. One copy is retained by the department which is returning the material. Two copies are sent to the store keeper. The store keeper keeps one copy for making entries in the Bin card and the second copy is sent to the cost office for making entries in the stores ledger and for giving credit to the job where the material is in excess.

(b) Transfer of Surplus Materials:

Transfer of excess materials from one job to another job is to be avoided as far as possible. This is because record for transfer may not be made and actual material cost of jobs may be inaccurate. However, sometimes the material may be allowed to be transferred to avoid delays and handling charges. The transfer is to be allowed only with preparation of material transfer note so that the cost of material transferred is debited to the job receiving the material and credited to the job transferring the material.

(III) Methods of Pricing Material Issues:

The purchase prices of materials fluctuate on account of changes in the product prices, buying from different suppliers and on account of quantity discounts. Because of price fluctuations, the stock may include several lots of the same material purchased at different prices. When these materials are issued to production, it is important to consider the correct price at which these materials are charged to production.

EOQ, EOQ with Discounts

Economic order quantity (EOQ) is the ideal order quantity a company should purchase for its inventory given a set cost of production, demand rate and other variables. This is done to minimize variable inventory costs, and the equation for EOQ takes into account storage, ordering costs and shortage costs.

The full equation is:

EOQ = √(2SD / H), or the square root of (2 x S x D / H).

S = Setup costs (per order, generally includes shipping and handling)

D = Demand rate (quantity sold per year)

H = Holding costs (per year, per unit)

EOQ applies only when demand for a product is constant over the year and each new order is delivered in full when inventory reaches zero. There is a fixed cost for each order placed, regardless of the number of units ordered. There is also a cost for each unit held in storage, commonly known as holding cost, sometimes expressed as a percentage of the purchase cost of the item.

The economic order quantity is computed by both manufacturing companies and merchandising companies. Manufacturing companies compute it to find the optimal order size of raw materials inventory and

merchandising companies compute it to find the optimal order size of ready to use merchandise inventory.

The ordering and holding costs

The two significant factors that are considered while determining the economic order quantity (EOQ) for any business are the ordering costs and the holding costs.

Ordering costs

The ordering costs are the costs that are incurred every time an order for inventory is placed with the supplier. Examples of these costs include telephone charges, delivery charges, invoice verification expenses and payment processing expenses etc. The total ordering cost usually varies according to the frequency of placing orders. Mostly, it is directly proportional to the number of orders placed during the year which means If the number of orders placed during the year increases, the annual ordering cost will also increase and if, on the other hand, the number of orders placed during the year decreases, the annual ordering cost will also decrease.

Holding costs

The holding costs (also known as carrying costs) are the costs that are incurred to hold the inventory in a store or warehouse. Examples of costs associated with holding of inventory include occupancy of storage space, rent, shrinkage, deterioration, obsolescence, insurance and property tax etc. The total holding cost usually depends upon the size of the order placed for inventory. Mostly, the larger the order size, the higher the annual holding cost and vice versa. The total holding cost is some time expressed as a percentage of total investment in inventory.

EOQ with Discounts

Quantity discount is a reduction in price offered by seller on orders of large quantities. Quantity discounts exist in different forms and in certain scenarios they may not be obvious. The well-known buy-1-get-1-free sale is actually a 50% quantity discount since you effectively purchase a unit at half the normal price.

Different forms of quantity discounts provide different purchase incentives to buyers. For example, the one discussed above has a tentency to compel the buyer to purchase more than they need at the moment i.e. the seller will not allow you to purchase just one unit at 50% of the full price. Another form of quantity discount which is based on the cumulative quantity purchased during a specific time period actually induces the buyer to continue purchasing from the current supplier and restricts switching to other suppliers.

Implication for Decision Making

When purchasers following Economic Order Quantity (EOQ) model for ordering inventory have the opportunity to avail a quantity discount on order sizes greaters than their EOQ, they need to base their decision, apart from qualitative factors, on the net effect of the decision on the their income. A typical quantity discount has the following three effects on the income of a purchaser:

  1. A saving in the form of reduced price
  2. A saving in the form of reduced ordering costs
  3. A loss in the form of increased total holding costs of inventory

A decision to avail the quantity discount should be taken only if the net effect of the above components on the income is positive.

EOQ Assumptions

If the economic order quantity model is applied, the following assumptions should be met:

  • The rate of demand is constant, and total demand is known in advance.
  • The ordering cost is constant.
  • The unit price of inventory is constant, i.e., no discount is applied depending on order quantity.
  • Delivery time is constant.
  • Replacement of defective units is instantaneous.
  • There is no safety stock level, i.e., the minimum stock level is zero.
  • Restocking is made by the whole batch

Limitations

  • Erratic changes usages: the formula presumes the usage of materials is both predictable and evenly distributed. When this is not the case, the formula becomes useless.
  • Faulty basic information: order cost varies from commodity to commodity and the carrying cost can vary with the company’s opportunity cost of capital. Thus the assumption that the ordering cost and the carrying cost remains constant is faulty and hence EOQ calculations are not correct.
  • Costly calculations: the calculation required to find out EOQ is extremely time consuming. More elaborate formulae are even more expensive. In many cases, the cost of estimating the cost of possession and acquisition and calculating EOQ exceeds the savings made by buying that quantity.
  • No formula is a substitute for common sense: sometimes the EOQ may suggest that we order a particular commodity every week (six-year supply) based on the assumption that we need it at the same rate for the next six years. However, we have to order it in the quantities according to our judgement. Some items can be ordered every week; some can be ordered monthly, depends on how feasible it is for the firm.
  • EOQ ordering must be tempered with judgement: Sometimes guidelines provide a conflict in ordering. Where an order strategy conflicts with an operational goal, order strategy restrictions should be developed to permit honouring the goal.

Advantages

  • The economic order quantity helps in reducing the holding costs of inventory. The company does not have to order excess stocks that need to be stored in warehouses and thus saves money that would have to be spent on rent and other expenses related to storage.
  • The economic order quantity equation helps an organization to determine the number of units and the number of units it needs to purchase. This reduces the ordering costs as the company orders in fewer times and saves on costs related to transportation, packing, etc.
  • The EOQ helps the organization to manage its inventory in a better manner. It is now able to minimize its operational costs, and this ultimately leads to profits.
  • It makes restocking an easy process as the formula helps to determine how often you should be placing orders.
  • The EOQ model helps the company to find the best deal because now you are purchasing only what you require and not any excess that can become a waste.

Macro and Micro Factors that affect the Environment

Micro-Environment

The micro-environment is basically the environment that has a direct impact on your business. It is related to the particular area where your company operates and can directly affect all of your business processes. In other words, it consists of all the factors that affect particularly your business. They have the ability to influence your daily proceedings and general performance of the company. Still, the effect that they have is not a long-lasting one.

The micro-environment includes customers, suppliers, resellers, competitors, and the general public.

Macro-Environment

The macro-environment is more general – it is the environment in the economy itself. It has an effect on how all business groups operate, perform, make decisions, and form strategies simultaneously. It is quite dynamic, which means that a business has to constantly track its changes. It consists of external factors that the company itself doesn’t control but is certainly affected by.

The factors that make up the macro-environment are economic factors, demographic forces, technological factors, natural and physical forces, political and legal forces, and social and cultural forces.

Micro Environment of Business:

The micro environment consists of the factors of the firm’s immediate environment.

These include:

(a) Suppliers

Suppliers or vendors are those persons or firms who supply inputs like new materials, certain parts, cutting tools etc., to the company. The vendor quality and reliability is a must for the smooth functioning of the business.

They should supply all imputes of right quality and stated quantity in time. In order to be on safe side, adequate stock of input elements should be preserved in the company and services should be taken of more than one vendor to supply the goods.

(b) Customers

Today with the advancement of technology and because of foreign collaborations, it has become easy to manufacture any product, but it is still very difficult to sell i.e., to create, increase and sustain the customers.

Every day we watch a new advertisement e.g., buy one tooth paste tube and take another free along with it or take two shampoo bottles at the price of one etc., to allure the customers. Monitoring the customer sensitivity is, therefore, a prerequisite for the business success. How many different categories of customers shall be there to buy a product, depends upon the product itself.

For example, an automobile tyre manufacturing concern, can sell their tyres to:

  • Individual scooter or car owners
  • Scooter, car, truck manufacturing industries
  • Governments and other user institutions
  • Public sector or private sector transport undertakings etc.

(c) Competitors

Take an example of a firm ‘A’ making Televisions. Its competitors are not only the firms making and marketing T.V., but are all those firms who compete for the discretionary income of the customers. There are so many firms making T.V., scooters, refrigerators, cooking ranges, stereo sets etc.

The first is the desire competition amongst them. In other words, the primary task of firm ‘A’ here is to influence the basic desire of the customer to buy only T.V. and no other product. This desire can be created in the customer by giving festival discount or by introducing some installment scheme etc.

The second is the product form competition if once the customer decides to by a T.V. Product form competition implies, whether the customer should go for a black and white T.V. or a colour T.V., should he buy a T.V. with or without remote control.

Should he buy a 14″ TV or 21″ TV or still of bigger size. The firm ‘A’ may or may not be making all these models. So it has to attract, by its advertisement, the attention of the customers to go for a model being manufactured by them.

The third is the brand competition i.e., the competition between the different brands of the same product form. For example, there are a number of T.V. makes in the market, such as, Onida, BPL, Sony, Beltek, Videocon, Crown, Texla, etc. Now, the firm ‘A’ should work to create primary and selective demand for his T.V. sets, by alluring the customers by enchanting advertisements, and attractive schemes.

(d) Public

Public means a group of people. Public opinion can be a threat to a business firm whereas it can be an opportunity for another business firm. Public normally forms an opinion about different brands of the same product after using the same.

Opinion travels from friend-to-friend, neighbour-to-neighbour etc.,— Use this brand of washing powder or buy that brand of T.V. or refrigerator. They are using it for the last five years and it is working trouble-free etc. This is consumer publics which has an important effect on any companies business, can make or mar it.

The second is the Media publics where some newspaper tries to tarnish the image of a business firm by giving his own reasons or logic, and this adversely affects the business of the firm. Its share price may also come down. The third is Local publics.

The issue of environmental pollution caused from chimneys or waste liquid streams from the factories has often been taken up by local public and, at times, it has resulted in the suspension of production operations and/or take pollution abatement measures by the factories.

(e) Marketing Intermediaries

Marketing Intermediaries are those firms/individuals who help the company in promoting, selling and distributing its goods to final buyers.

Examples of marketing intermediaries are:

  • Middlemen (agents/merchants) who help the company find customers.
  • Physical distribution firms who assist the company in stocking and moving goods from their origin to their destination, such as warehouses and transportation firms.
  • Marketing service agencies such as advertising agencies, market research firms etc., which assist the company in targeting and promoting its products to the right markets.

Macro Environment of Business

The macro environment consists of larger societal forces that affect all the factors in the company’s micro environment.

(a) Economic Environment

Economic environment refers to all those economic factors which have a bearing on the functioning of a business unit. Some such factors have been discussed below:

  • Growth Strategy: The economic environment in our country is the result of the economic growth strategy pursued during the past five decades by the Government of India. The growth strategy followed was based on the Soviet Planning Model which believed that the saving rate in the economy and growth rate could be increased by investing heavily in the capital goods and heavy industry sectors at the expense of the consumer goods sector.
  • Economic System: The economic system is a very important determinant of the scope of (private) business. The economic system and policy are a very important external constraint on business.
  • Economic Planning: The Government prepares and implements a comprehensive economic plan integrating the private sector with the public sector. India has been doing economic planning since 1951, when First Five Year Plan was launched.
  • Industry: Around mid-1960s, India had a better industrial base and possessed more pre-requisites for industrial growth than South Korea, Malaysia, Taiwan etc. But the country subjected all outputs and other factors to rigid price and quantity controls, investment was strictly rationed, there were multiple barriers to entry, and the objective of the financial system was to supply subsidised development funds irrespective of returns. As a result all the countries mentioned above are far ahead of India in industrial growth. In 1970’s, Indian Government started believing that mini-plants constituted appropriate technology, notwithstanding strong evidence to the contrary. Such plants were encouraged through fiscal concessions and subsidised development finance. Mini-cement, mini-paper, mini-steel, mini-sugar plants were set up. None of these were technically viable, so they fell short of economies of scales, and could only exist under a regime of subsidies, high tariffs, severe quotas and purchase preferences. In 1980’s as the financial situation worsened, all these mini-plants became sick units. According to the Industrial Policy of the Government of India until July 1991, the development of 17 of the most important industries were reserved for the state. In the development of another 12 major industries, the state was to play a dominant role. In the remaining industries, cooperative enterprises, joint sector enterprises and small-scale units were to get preferential treatment over large entrepreneurs in the public sector. The government policy, thus limited the scope of private business. However, the new policy ushered in, since July 1991 has wide opened many of the industries for the private sector.
  • Human Resource: Human Resources play a crucial role (of people) in an economy. People work to produce goods and services. People provide markets for goods produced. Degree of economic prosperity depends on the quality and skill of the people. People need economic growth just as prosperity demands services of people. Unluckily, our country has more number of people than the economy could afford. However it goes to the credit of the country that it was the first in the world to adopt family planning as a state policy.
  • National Income and Per Capita Income: The aggregate flow of goods and services represents the total income earned by factors of production (such as) land and other natural resources, labour, capital and enterprise) employed during the year and this is popularly called national income. The rate of growth of the national income in an economy is an indication of the pace at which the economy has been growing. A high growth rate indicates that the economy is a developed one. Low growth rate implies that the economy is a developing or a poor one. A high national income indicates that the economy is developed and the overall environment is favourable for business growth.

(b) Technological Environment

Science is a systematised body of knowledge and when this knowledge is put into practice (or to practical tasks) it becomes technology. Technology changes very fast and a firm which is unable to cope with the technological changes may not survive.

(c) Political Environment

Political environment is another important constituent of the business environment which can bring any business enterprise to the ground. A Political (and Government) Environment or system prevailing in a country decides, promotes, fosters, encourages, shelters, directs and controls the business activities of that country.

A political environment/system that is stable, honest, efficient and dynamic and which ensures political participation of the people, and assures personal security to the citizens, is a primary factor for economic development. Two basic political philosophies exist all over the world.

The first, known as Democracy refers to a political arrangement in which the supreme power is vested in the hands of people. They have got the right to rule and vote on every matter. But this form of pure democracy is not workable in a complex society. Hence the Republican form of government comes into the picture in which the people/public, in a democratic manner, elects their representatives who do the ruling.

The second system known as totalitarianism also called Authoritarianism is one in which individual (person’s) freedom is completely subordinated to the power of authority of the state and concentrated in the hands of one person (i.e., a Dictator) or in a small group which is not constitutionally accountable to the, people. Societies ruled by military or by a dictator, plus most oligarchies and monarchies belong to this category.

(d) Social Environment

The social environment is made up of the attitudes, desires, expectations, degrees of intelligence and education, beliefs, and customs of people in a given group or society. Social desires, expectations and pressures give rise to laws and laws, in turn, influence the business.

Social factors include:

(i) Attitude of people to work

(ii) Attitude to wealth.

(iii) Desires and expectations.

(iv) Family and customs.

(v) Religion and Marriage.

(vi) Values and beliefs.

(vii) Intelligence and education.

(viii) Ethics-personal conduct.

(ix) Tastes and preferences.

(x) Social responsibility of business.

For any business, the cost of ignoring the customs, traditions, taboos, tastes and preferences, etc., of individuals or of society can be very high. The buying and consumption factors, habits of people, their language, beliefs and values, customs and traditions, tastes and preferences, education, all these factors affect the business. In Thailand, Helene Curtis switched to black shampoo because Thai women felt that it made their hair look glossier.

(e) Legal Environment

Judiciary settles legal disputes between the employer and the employees, employer and public or employer and government and hence affects the business. Legal authority also sees to it that the exercise of government conforms to the general rules laid down by the legislature, it may declare that the particular order issued is, in fact, ultra vires.

The courts of justice protect the citizens from unlawful acts passed by the legislature and arbitrary acts done by the government. Many times, judiciary has ordered the closure of fume-emitting and other factories spreading pollution which became dangerous for society. Judiciary has also restrained and censored human rights violations etc. The legal environment has far-reacting consequences on business.

Difference

Macro Environment

Micro Environment

Meaning Macro environment refers to the general environment, that can affect the working of all business enterprises. Micro environment is defined as the nearby environment, under which the firm operates.
Elements PESTLE, i.e. Political, Economic, Socio-cultural, Technological, Legal and Environmental. COSMIC, i.e. Competitors, Organization itself, Suppliers, Market, Intermediaries and Customers.
Nature of elements General Specific
Are these factors controllable? No Yes, but to some extent only
Influence Indirectly and Distantly

Directly and Regularly

Levels of Conflict

  1. Intrapersonal

This level refers to an internal dispute and involves only one individual. This conflict arises out of your own thoughts, emotions, ideas, values and predispositions. It can occur when you are struggling between what you “want to do” and what you “should do.”

Factors of Conflict in Individuals:

  • Unacceptability:

Every individual has a known acceptable alternative in terms of his own goals and perceptions. Since the alternative preferred by the organisation is not satisfactory to him, he is unable to accept it. Unacceptability is subjective because the alternative unacceptable to one may be acceptable to another individual. When the alternative is unacceptable to an individual, he will search for new alternatives. His search for acceptable alternative continues. But sometimes, repeated failure to discover acceptable alternatives leads to a redefinition of acceptable.

  • Incomparability:

The individual knows the probability distribution of the alternatives but he is not able to take decision because the outcomes are incomparable. When the results are not comparable, no decision could be taken. Similarly, an individual is also unable to make proper comparison of alternatives. Comparison requires clarity, technique of comparison including assigning weights to different components, rationality in attitude and behaviour and the competence to perform the task.

The procedure of comparison depends also on the clarity and decisiveness of the individual regarding the minimum standard of achievement. If the individual does not have much clarity as to the expectancy, he will not be able to make comparison. The state of incomparability causes lot of tension and conflict to the individual.

  • Uncertainty:

Individuals are uncertain about the environments within and outside the organisations. If the environment could be properly depicted, the behaviour of the people regarding acceptability of the alternative and efficacy of the alternative could be ascertained with certainty. In a state of uncertainty, the individual feels frustrated which is ultimately reflected in conflict. Within an individual there are usually a number of competing goals and roles.

  1. Interpersonal

This conflict occurs between two or more people in a larger organization. It can result from different personalities or differing perspectives on how to accomplish goals. Interpersonal conflict may even occur without one party realizing there was ever conflict.

Interpersonal conflict involves conflict between two or more individuals I and is probably the most common and most recognized conflict. All conflicts are basically interpersonal conflicts because most of the conflicts involve conflict between a person in one organisation or a group and another person in other organisation or a group.

Every individual has a separate acceptable alternative course of action and different individuals prefer different alternatives. The organisation itself creates situations in which two individuals are placed in conflict situations. This may involve conflict, for example, between two managers who are competing for limited capital and manpower resources.

Another type of interpersonal conflict can relate to disagreement over goals and objectives of the organisation. These conflicts are highlighted when they are based upon opinions rather than facts. Opinions are highly personal and subjective and may lead to criticism and disagreements. These conflicts are often the result of personality clashes.

According to Whetten and Cameron there are four sources of interpersonal conflict.

(1) Personal Differences:

Personal differences can be a major source of conflict between individuals. Individual differ because of one’s upbringing, cultural and family traditions, family background, education experience and values.

(2) Information Deficiency:

Lack of information can be another source of interpersonal conflict. This type of conflict often results from communication breakdown in the organisation.

(3) Role Incompatibility:

Another source of interpersonal conflict can be role in compatibility. In today’s inter functional organisations, many managers have functions and tasks that are interdependent and the individual roles of these managers may be incompatible.

(4) Environment Stress:

The interpersonal conflict can also be due to environmental stress. Stress from environment arises because of scarce or shrinking resources, downsizing, competitive pressures and high degree of uncertainty. Interpersonal conflicts have a tendency to resolve themselves because the conflicting parties are not in a position to remain tense for a very long time. Time is the healing factor for these conflicts. In case the inter-personal conflicts are of persisting nature it can be resolved through counselling, effective communication, win negotiation and transactional analysis. Management must analyze the reasons for conflict and resolve to create an atmosphere of openness and mutual trust in the organisation.

  1. Intragroup

This level of conflict occurs between members of a single group when there are multiple people with varying opinions, backgrounds and experiences working toward a common goal. Even though they may all want to achieve the same goal, they may disagree about how to reach it. Intragroup conflict can also occur when team members have differences in communication styles and personalities.

Intra group conflict arises when differences crop up between the members of the group. The individual may want to remain in the group for social needs but may disagree with the group methods. Intra-group conflict may arise in three ways.

(i) When the group faces a new problem

(ii) When new values are imported from the social environment into the group and

(iii) When a person’s extra group role comes into conflict with his intra group role.

Intra group conflict is like the interpersonal conflict with the difference that the persons involved in the conflict episode belong to a common group. The causes are similar to those of interpersonal conflicts.

  1. Intergroup

This level of conflict occurs between different groups within a larger organization or those who do not have the same overarching goals.

Conflicts between different groups in the organisation are known as intergroup conflicts. Inter-group conflict may also be stated in terms of organisational conflict.

Causes of intergroup conflict may be summarized under four heads:

(i) Absence of joint decision making

(ii) Difference in goals

(iii) Difference in perception and

(iv) Difference in goals as well as perception.

(i) Absence of joint decision making:

Organisation is comprising of different groups. Each group puts its urgency for having maximum share in the limited resources and press for the acceptance of its own time schedule for the performance of a task. If the wishes of a group in respect of resources and time schedule are accepted, justice cannot be done to other groups, which will ultimately lead to organisational ineffectiveness. Joint decision making is the only solution to resolve the conflict. The conflicting parties may sit together and discuss their own needs in the overall organisational perspective.

(ii) Difference in goals:

Difference in goals arises due to the following reasons:

(a) Factors which affect the commonality within the organisation such as heterogeneity in groups

(b) Factors that affect the clarity and consistency of reward structure and

(c) Factors which affect comparability of reward structure

(iii) Difference in Perception:

Differences in perception causing intergroup conflict arise due to:

(a) Members having different sources of information

(b) Different techniques of processing the information

(c) Different time horizons and

(d) Difference in goals.

  1. Organizational conflict

All the conflicts discussed in the preceding discussion relate to conflicts within the organisational settings. Inter organisational level conflict occur between organisations which are in some way or the other dependent upon each other. Conflicts at individual level, group level or inter group level are all inherent in the organisation level conflict. The organisation level conflict can be between the buyer and seller organisation, between union and organisations employing the members, between government agencies that regulate certain organisations and the organisations that are affected by them.

Managers must try to live with this type of conflict. If the conflict is properly handled it can be constructive in achieving the results. It can act as a stimulus it may be a challenge and motivational force to keep the organisation moving.

Interpretation

Interpretation is the act of explaining, reframing, or otherwise showing your own understanding of something. A person who translates one language into another is called an interpreter because they are explaining what a person is saying to someone who doesn’t understand. Interpretation requires you to first understand the piece of music, text, language, or idea, and then give your explanation of it. A computer may produce masses of data, but it will require your interpretation of the data for people to understand it.

What is Involved in Business Interpreting?

Business interpreting, just like any other type of interpreting services, is a complex task. It requires expertise and experience. It requires knowledge of the subject matter and fluency in the required languages.

Business interpreting can use simultaneous interpreting or consecutive interpreting, especially if participation is large. Whisper interpreting on the other hand is another form of interpreting service that can be used for intimate business meetings where only a few people are attending.

Business interpreting is becoming more vital because the market in increasingly globalized and the success of international meetings depends on the complete understanding among participants.

Interpreting for business is used for business meetings, sourcing overseas suppliers, staff training, HR consultations, business visits in foreign countries and international trading in new markets.

Characteristics of Business Interpreting

These are the top characteristics of business interpreting a complex and demanding task that requires fluency not only in the native languages but also in business language and terminology, awareness of cultural differences and experience, expertise and professionalism to deliver the most accurate business interpreting service the client requires.

  • The interpreter simplifies communication where there are international participants, despite the different languages spoken by the delegates. Professional business interpreters see to it that the word choices, the nuances of the languages and the terminology are fully delivered.
  • Business interpreters ensure that participants are able to express themselves in their own language and understand the discussion or presentation in their native languages.
  • Interpreters ensure that everything involving translation of the discourse, presentation, speech or conversation is properly handled so that the participants can focus on the meeting that is taking place.
  • The business interpreter works in various contexts. They may handle business negotiations, training sessions or study visits.
  • In large meetings and conferences, the most straightforward and effective interpreting solution is simultaneous interpreting. This is the most complex but flexible type of interpreting. Simultaneous interpreters are very fluent in the original and target languages. They should be subject matter experts since they have to draw on their knowledge and expertise about the specific business sector, with a deep understanding of the particular business/industry terminology. They do not have the luxury of looking at dictionaries or other references while interpreting. Their delivery of the translation of what has been said involves a very short gap from the time of the delivery and the translation. They interpret from a soundproof booth, using a headset to listen to the speaker and simultaneously translate as the speaker talks. Speakers of the particular language listen to the translation through their own headphones in real time.
  • A business interpreter has the ability to improve business negotiations. But as a communication facilitator, the interpreter also carries a huge amount of responsibility. It is not only about their language fluency. A business interpreter must also be aware of the cultural nuances, as well as the subtleties of the language. These two factors are critical to business negotiations and communication among meeting participants.
  • The interpreter must be a very good listener and speaker. The work is very demanding. They should be incredibly focused in order to convey what is being said by the speaker accurately. They also require business language fluency aside from being fluent in the language they are translating into, as they have to precisely and quickly translate the message into another language.
  • The business interpreter should also understand cultural sensitivities. This involves not only the language. The interpreter should be able to interpret nonverbal cues, subtle body language and other verbal cues from the speaker, to ensure the accuracy of the interpretation. Understanding cultural differences is important in order to convey the intentions and message of the speaker accurately. For example, a Japanese businessman avoids expressing direct negatives, so during negotiations, he may say tabun, which means This is an indication that he is not willing to consider the proposal. An English-speaking businessman would think that there is still a chance since it’s a maybe instead of a direct no.
error: Content is protected !!