Communication and professional relationships with children, young people and adults Essay Example for Free

Communication and superior relationships with peasantren, girlish spate and adults Essay exempt how you use effective communication in developing positive relationships with children, young people and adults. Why is this important? 1. 1 In developing positive relationships we use effective communication in several ways. We use it to help us better understand a situation or person which can help to determine our approach when engaging with them. build impudence and respect. If individuals feel lucky speaking with us and feel they can approach us at any(prenominal) time on any subject, they are more likely to co-operate and reflexion favourably on any suggestions made. show that we care about the welfare and future of an individual and leading do our best to aid in their supremacy gibe that all parties are agreed upon the same goal, making sure that everyone is clear about the final aim and how it will be achieved. build and keep an eye on a positive working environm ent where creativity and learning can flourish. It is important to do this because poor communication can lead to misunderstandings, lack of trust and conflict. Without a positive relationship you are unlikely to gain support and co-operation and find it challenging to achieve a good outcome from any situation.Explain the principles of relationship building with children, young people and adults 1. 2 When trying to develop positive relationships there are several principles to follow. Firstly effective communication is essential. You mustiness be clear in what you say and ensure you have been understood correctly. At the end of a communication you can reiterate your key points and if necessary outline responsibilities and actions. Also be sure to use language enchant to the person with whom you are communicating. When speaking with young children keep key points to a minimal and ask them to repeat what you have said.Secondly, take time to listen to former(a)s and try to understa nd their point of view. Use active listening techniques to show that you are raise in what they are saying and respond appropriately. Also make sure that, if you tell someone you will get support to them, you do get back to them. This will help engender a sense of trust and respect. It is likewise essential that you show respect for the person with whom you are communicating. Remember their name and details of how they like to be addressed and issues which are personal to them.Re mobilizeing details of their lives adds to the feeling that you are genuinely interested in them and their welfare. When communicating be sure to allow the individual. Accommodate any religious and cultural beliefs and show that you value these differences. Be mootate of the persons situation trying to understand and accommodate any issues which whitethorn influence their feelings, actions and retorts. Finally, remain positive and retain a sense of humour. Laughter is a good way to break the ice and relieve latent hostility in a stressful situation.Explain how divergent social, professional and cultural scenes may affect relationships and the way people intercommunicate 1. 3 There are several ways in which social, professional and cultural contexts may affect our relationships and the way we communicate. We must remember that communication is not just verbal and context will influence the way we act, what we wear, how we communicate and what we say. In a social setting our actions, language and dress may be less formal. If we have colleagues and parents from condition as friends outside of school, then we office perhaps greet them with a hug and a wave.Our language might incorporate slang and jokes and conversation might be more generic and less serious. We might be more casual in our attire and the situation would suggest whether this is acceptable. For example, you would not be yield to attend a party wearing your best suit. The manner in which we communicate socially is also likely to be different from a professional setting. As well as telephone and vitrine to face conversations we might also accept via text message, email and social media sites and we would be unlikely to bring through a letter to someone we might see daily.Communications might, for example, utilise text speak and jargon and not necessarily demand an immediate response if any at all. In a professional context you would be expected to act, speak and dress more formally. Your actions language and clothing should match the stiffness of the issue which you will address and show appropriate respect for the location and people with whom you are conflux. If participating in a parent/ teacher meeting at school for example the same people you greeted with a hugthe night before would be better greeted with perhaps a handshake to play up the position you hold in this scenario. Our language would be more formal and depending who was present we might try to eliminate jargon to ensure clarity and belittle misunderstandings. Similarly again our clothing would be more formal to identify the position we hold and show respect for those involved in any meeting. When contacting people professionally the use of social media sites would not be appropriate to discuss any matters relating to school, pupils or staff.Text messages might be appropriate to inform parents/carers of a school social event for example notwithstanding to arrange a meeting or discuss an important matter it would be more appropriate to speak with a parent/carer or write a letter if the contact needs to be documented. When working with outside agencies email, for ease of use and speed, has hold out the standard form of communication but again when broaching a sensitive or important issue, a phone call or face to face meeting might be preferred. Emails can easily be misread which can lead to misunderstanding and conflict.When speaking we can use tone of function to help ensure a point is understood correctly and face to face we can use body language in the same way. The timeframe in which we contact someone or reply to a communication can also affect relationships. When someone has taken the time to contact you they will expect a response to show that you value their contact and it should be made in the same manner or more personally. Responding to a phone call with an email, for example, could be seen as rude and deter future contact.Similarly, delaying a response could suggest that you do not value the input of the individual or consider them or their issue to be important and bring about the same result. Finally, we need to consider the cultural differences of those with whom we interact. Different farmings may also have different standards in terms of behaviour, dress, communication and contact. Actions could be misinterpreted and cause offence leading to the break overcome of a relationship. If you are meeting with someone from a different culture it may be worth doing some research and asking their preferred form of contact etc.to show that you value their beliefs. However, whilst it may be injurious not to account for cultural differences you could see the same consequences if you lead differences because of background or race when actually there are none. What skills do you need to communicate with children and young people 2. 1 Communication is save a relatively new thing for children and young people and they may not be utilise to asking questions and holding conversations. One skill required to communicate effectively is giving children and young people opportunities to speak.As adults we are inclined to think that we whap what children are thinking and feeling and try to tell them this or fill the gaps in their speech. Whilst we should continue to try and communicate with children as often as attainable we should ensure it is a two-way conversation and not a one-way stream of instructions. We should remain patient and allow children t ime to organise their thoughts and formulate their sentences. When a child is relaxed and at ease they will be more forthcoming. Children may be shy and reluctant to say more than a few lecture if they feel you are not interested in what they have to say.Using positive body language we can encourage children to speak out. We should come down to the childs aim, face them and maintain eye contact. Remaining focussed on the child rather than continuing with an opposite task will settle your interest and appropriate facial expressions will show that you are listening and have understood what they are saying. Active listening is another key skill. Be interested and make appropriate responses whilst the child is speaking to confirm that you are really listening.Add to this by repeating back what the child has said to ensure your understanding is correct and by giving positive comments when they have finished. Asking open questions will extend the conversation giving the child more prac tice, raise the childs confidence so they are boost to communicate more and model a real conversation for them to learn from. Finally, we must also ensure that communication is appropriate for the child or young person and be able to adapt the style we use. Depending on the age and big businessman of the child we may be able to simply converse or might need to incorporate visual support or play into the communication.We should not assume children and young people will not understand but instead make our communication clear, use vocabulary which is appropriate to their age and encourage questioning. break up a detailed explanation of how you adapt communication with children and young people for 2. 2 aThe age of the child or young person When communicating with junior children you should try choose a setting which is familiar to the child and where they are more confident their favourite area of the classroom for example.Get down to the level of the child perhaps sitting on the carpet and use body language to make them feel more comfortable ensure you are facing the child, smile, nod, turn toward them, keep your arms open and remove any barriers between you. Younger children will require more reassurance and perhaps more physical contact. They may feel more confident holding your hand or sitting close together. Vocabulary should be kept simple and sentences short, broken down into wanton steps. The same point may need to be repeated several times in different ways and it is helpful to provide examples based nearly their own experiences.If a child is very reluctant to communicate you may want to use puppets to speak through, include pictures or props to help them engage or perhaps incorporate your communication into a favourite game. The tutelage span of younger children is very short and you must also account for this. monitor the length of time you spend together and include attention switches to maintain their interest change your method of commun ication, switch speakers, move location, ask questions etc. honest-to-goodness children and young people will still need to feel comfortable in your company but are more independent and will require less reassurance and physical contact.They are more familiar with the school environment so will find it easier communicate in different settings but will more comfortable in a setting they have used before. Older children often view themselves as grown up and will send word being treated accordingly. Positive body language will still be beneficial in encouraging a child to speak but it will no longer be necessary to sit on the floor. Language and vocabulary should be more mature and sentences can be more complex. It may also not be necessary to repeat a point so often unless it is something new and above that persons ability level.Examples can be drawn from a variety of sources as their experiences are wider and additional materials should be more sophisticated such as written texts o r you tube clips. Older children are more aware of themselves and can be easily embarrassed. They will benefit from confidence boosting reminders of how well they are progressing and positive re-enforcement. They will, however, acquire and react negatively if patronised, preferring to be treated with respect and spoken to honestly. With age attention span also increases so it is still necessary to include attention switches to maintain focus but not as frequently.bthe context of the communication We will encounter children in a variety of situations at school and it will be necessary to adapt our communication accordingly. Primarily our contact will be made inside school during a learning activity. In this scale we need to remain quite formal, be directive and model the behaviour we require through our own actions. Ground rules should be laid down in clear, concise Instructions and the learning objectives highlighted to ensure all children fully understand what we expect and are t rying to achieve from the lesson.There will be other children in the same area working on separate activities so we need to make our lesson interesting to retain the attention of our group but not distract the others. We can do this through tone of voice, choice of vocabulary and supplementary resources but must be wary not to overexcite the group because of the other learners present. If your activity is away from other learners then it may be affirmable to incorporate physical activity and allow greater expression. Distractions will be large and we will need to encourage and focus our learners through positive re-enforcement and challenges.If appropriate to the task we should encourage give-and-take through questioning but keep discussion restricted to the subject at hand. In a more social setting, for example the playground, we can be less formal and more relaxed in our approach. This would be reflected in our body language, tone of voice and vocabulary. These times can be use d as opportunities to build relationships and get to know the children better. Children can be encouraged to discuss outside interests and we might share our own experiences to help form a bond.Whilst it may be necessary to give little reminders of school rules to lift bad behaviour it should not be necessary to outline them in full and they can be made in a more wicked and conspiratorial manner a helpful friend rather than a figure of authority. Although conversation might be more light hearted we must still remember to maintain the relationship of teacher and pupil. A school trip, however, is a more social event, but still a learning activity and the pointedness of formality should remain on a similar level to the classroom.The formality of the pupil teacher relationship should remain so the children understand that you are in charge. Children will need to be reminded often of their objectives but communication might be more light hearted and children allowed to speak more fre ely, discussing outside interests highlighted by the current situation. Outside the school environment they will be excited and more forgetful of their code of conduct. It will not always be possible to speak with the whole group when on a trip so we should communicate through our own behaviour, modelling what we expect from the children remaining focussed, respectful, and responsible.

Impact of Alcohol Misuse on Parenting Capacity

Impact of inebriant Misuse on P arnting CapacityIntroduction intoxi senst and aggregate abuse has been bring to adversely affect the ability of p atomic number 18nts to attend to the emotional, developmental and strong-arm necessities of children. Several governmental and health policies have provisions of go to support p arnts who engage in nub use or discount children (NHS, 2005). Most look into focus on the implications of mothers using drugs and the usual treatment method is counselling or residential programmes. Very few research studies have evaluated the impact of substance twist around on parenting aptitude along with other disadvantageous chequers such as poverty and unemployment. For paternal support operate confidentiality is maintained about the agnate condition although children often get to know of their parents misuse and may feel a sense of shame at their parents condition and at the same time have a fear of world separated from their parents (Barnar d, 1999).A recent government framework document has defined parenting capacity as the ability of parents or care progressrs to ensure that the childs developmental engages are being appropriately and adequately responded to, to be able to correct to the childs changing needs over time. The childs needs include providing the basic physical needs as well as ensuring the childs emotional needs are met and giving the child a sense of being specially valued. According to the Department of Health, Securing the welfare of children by encourageing them from all forms of revile and ensuring their developmental needs are responded to appropriately are primary aims of Government policy. Local authority social services departments working with other local authority departments and health authorities have a duty to safeguard and promote the welfare of children in their area who are in need and to promote the upbringing of such children, wherever possible by their families, through providing an appropriate range of services(Department of Health, 2000). Promoting the childs intellect development is similarly an important aspect of parenting as the child privy develop only through encouragement and stimulation and through demonstrating and modelling bear of inappropriate emotions and planting acceptable social behaviour providing a stable family environment. Thus adequate parenting capacity involves attending to the emotional, intellectual and physical needs of a child and promoting a healthy and supportive family environment (Children Act, 1989)Substance misuse, as identified by governmental health department covers both drug and intoxicantic drink misuse which is pick uped to have an adverse impact on the health and behaviour of parents and besides on the lives and emotions of the children (Sher 1991). Excessive inebriantic drinkic beverage consumption severely affects the behaviour of the soulfulness who engages in drinking although on that point are dif ferences in social perception of drug and alcohol use. Drug abuse carries with it to a greater extent social stigma than alcohol misuse and may be consequently concealed from the family.In this essay we would give a statistical report on the nature and extent of substance misuse especially in Scotland and admit frugal executive guidelines for child care in cases of parental substance misuse. The impact of parental alcohol misuse has been discussed in detail along with protective measures and social care policies that can provide adequate care to the vulnerable children.The Problem of Alcohol MisuseAlcohol misuse however causes substantial deaths, injuries and health difficultys and rates of drinking are high in the UK, within Wales and Scotland as well (NHS, 2005). In 1996, an estimated 27% male and 14% females drank beyond limits. 6% of men and 2% of women drink at levels which are considered dangerous. The age at which young people begin drinking is also decreasing rapidly (De partment of Health, 2000). Alcohol consumption is the major factor in causing injuries and has been associated with most accidents and drowning deaths. Alcohol also causes significant health jobs associated with hypertension, haemorrhages, stroke, cardiovascular disease, colored cirrhosis, alcohol dependence as well as social and behavioural problems. Is has been reported that in Accidents and Emergency departments, 80% of people admitted have alcohol link up problems (NHS, 2005). Educational messages, informational campaigns and personal behavioural-change interventions are important in raising awareness on the potential dangers of alcohol and the importance of maintaining safe limits in alcohol consumption. stripped or brief interventions are given at a primary care level and trained nurses provide care and support which are around propagation quite an effective in reducing drinking. Family social learning and family social processes are an important influence on adolescent alcohol misuse and more research may be needful to understand the effectiveness of including family members in group alcohol prevention programmes and the role of parenting skills in prevention of alcohol misuse (Kroll, 2004). The workplace can be other influential factor in reducing or increasing alcohol consumption. Interventions for behavioural modification have to be cerebrate to workplace alcohol consumption policy.The UK home office suggests that Rights and responsibilities in relation to alcohol are important in a Governments approach to alcohol. Although most people drink responsibly and there is general agreement that the scale of disorder fuelled by alcohol is also quite high. According to the Home Office, in 2002/03, 1.2million violent crimes were alcohol related and 44% of all violent crime was fuelled by alcohol. 35% of all attendances at hospital accident and emergency departments are related to alcohol as are 70% of those which occur between midnight and 5 am (H ome Office report, 2005). One in five violent incidents due to over-consumption of alcohol contracts place around pubs or clubs. All this involves a high cost with crime and disorder resulting in losses of up to 7.3 billion in a year.According to the NHS Alcohol Misuse, Chief Nursing Officer Bulletin, 2005.According to Scottish executive 2001, there may be certain differences between alcohol misuse, alcohol problems and alcoholism. The term alcohol misuse might refer to a less serious or frequent problem than alcoholism as it may not refer to any addiction but on having alcohol for the sake of it. Alcohol misuse has been largely associated with over-consumption or binge drinking which may be different from habitual consumption. Social or medical services related to alcohol consumption are comprehend as curative rather than preventative and people generally seek help after becoming dependent on alcohol and not former to this. Alcohol problems are associated with daily life probl ems that begin to take over a persons life and begin to affect personal behaviour. Alcohol dependency is sometimes seen as an alcohol problem although alcohol problem is more defined not by the amount of alcohol being consumed but by the impact it has on the lives of people around a person who engages in such habits. However alcohol physical and emotional dependency is related to alcoholism rather than alcohol misuse or alcohol problems and alcoholics are usually the ones who tend to hide their problems and their dependency which is usually marked by physical helplessness. Extreme misuse of alcohol is again seen as alcoholism although some service providers use the term alcoholic with some discretion as some patients may be less comfortable with the term which may even be harmful and detrimental to treatment.Statistics on Alcohol Misuse The following raise statistics have been provided by Scottish Executive Publications on Alcohol Misuse Source Scottish Executive Publications Stat istics on Alcohol Misuse.Table 1 Casualties which knobbed motor vehicle drivers or riders with flagitious alcohol levels by severity of accident, Scotland*above current drink-drive limit of 80mg alcohol per 100ml of bloodRoad Accidents Scotland 2000 SE 2001The severity of the problem of alcohol consumption could be seen from the report presented which indicates that alcohol related deaths, violence, mental illness, emergency admissions and road accidents have all gone up in the put out few years with the UK alcohol consumption also give tongue toing a steep rise in the late 90s and early 2000. These problems are especially reflected in parental alcohol consumption cases which have severe adverse impacts on children.Promoting Child Welfare The Perspective from Scottish ExecutiveThe Scottish Executive documents provide the following vision for the welfare of Scottish children A Scotland in which every child matters, where every child, regardless of his or her family background, h as the best possible start in life. Two important documents have been released for these purposes. For Scotlands Children, which was published in 2001, gave advice on how better to integrate childrens services and the Report of the Child guard Audit and Review 2002, aimed to improve services for children who bear abuse or neglect at home or elsewhere.The Child breastplate Review (2002) statesThe problems of neglect and problem drug or alcohol use are often related, particularly where household finances are spent on drink or drugs, or the behaviour of the parents or their associates impact on the childs welfare. Some problems are intergenerational, particularly neglect. We have concerns about the future well being of a large number of children who are now being born into drug misusing families, and ensuring their better protection must be a priority.Child Protection Committees, Drug/Alcohol follow through Teams, and agencies involved in preparing Childrens Service Plans should en sure that all agencies agree on how they will work together to protect children, support families and provide appropriate services (Daniel, 2004). Tackling all kinds of substance misuse is a high priority for the people of Scotland and the Scottish Executive and all methods need to be developed according to Scottish National strategies. One such strategy is Tackling Drugs in Scotland Action in Partnership and the Plan for Action on Alcohol Problems.Scottish Executive Committee recognises that although not every family with substance misuse experience difficulties, parental substance misuse can have significant and damaging consequences for children at home. The Committee proposes that such children are entitled to help, support and protection even within their own families although sometimes help from agencies are necessary for their safety and security. Parents are also required to support their children and help children to overcome their problems by promoting childrens full pote ntial. The national drugs strategy calls for agencies to assess the needs of children who are neglected by parents on drug misuse and help provide services to these children for their safety and welfare. The Scottish executive has provided guidance to all Drug Action Teams and Child Protection Committees and encouraged these organisations to have local policies on support to help children of drug misusing parents. Within the specified Alcohol Plan for action, children of problem drinkers are also identified as a group with specific needs. Drug and Alcohol Action Teams look at the needs of children whose parents misuse alcohol.The main tenets of the Scottish Executive are given as follows1. Childrens welfare is the most important consideration2. It is everyones responsibility to ensure that children are protected from harm3. We should help children early and not wait for crises or tragedies to occur and4. We must work together, in planning and delivering services, in assessment and careplanning with families, and in multi-disciplinary training.According to the Scottish executive, as there is currently, no national database of problem alcohol users in Scotland, data on alcohol use come from a number of sources in 2000, 26% of all women and 44% of all men drank more than twice the dailybenchmark on their heaviest drinking day the symmetry of women aged 16-64 drinking more than the hebdomadally recommendedlimits increased from 13% to 15% from 1995 to 1998 young people, aged 16-24, in Scotland are drinking more average weeklyconsumption in young people aged 16-24 has risen from 1995-1998 for both sexes men living in the most deprived areas of Scotland are seven times more likely to diean alcohol-related death than those in the least deprived areas 72% of victims of violent crime reported that their assailant was under the influenceof alcoholRecent estimates has also suggested that 40,000-60,000 children in Scotland are affected by their parents drug use and 80, 000-100,000 are affected by parental alcohol misuse.The following examples give data from two urban areas Glasgow and Dundee I A local study of childrens cases, in which Glasgow City Council had soughtChild Protection Orders between 1998 and 1999, found that of 111 Orders made onchildren in 62 families, 44 (40%) cited drug-related risk. 47 of the children werenamed on the local child protection register, 27 because of concerns about neglectand 16 for physical injury (Quinlan, 2000 cited in Scottish Executive 2002). Source Scottish ExecutiveII- In Dundee the proportion of children subject to child protection case conferenceswhose parents were recorded as having problems with alcohol and/or drug misuse,rose from 37% in 1998/1999 to 70% in 2000. Of the 30 children on the childprotection register in October 2000, 53% had parents with problems associated withdrug and/or alcohol misuse. Source Scottish ExecutiveThe Impact of Parents Substance Misuse on ChildrenAccording to Mountenay (19 98) parental substance misuse is neither a necessary nor a sufficient cause of problems in children. However, alcohol and substance misuse greatly increases the risks of family problems and substance misuse in parents can turn over a focal issue of life and social behaviour of children at home. Mountenay (1998) has further claimed that long term drug or alcohol misuse in parents lead to deteriorating mental health and permanent mental problems for children. Alcohol dependence causes severe problems in households and the fact that drug use is illegal can cause similar problems among children who perceive the problems of their parents with considerable shame and disgust. The problem of children is however mainly ill-researched and less known and they are seen as hidden tragedies or unseen casualties (Wilson, 1982)Due to parental substance misuse, children may be at high risks of maltreatment, emotional and physical neglect, family conflict and inappropriate parental behaviour (Barlow , 1996). Children may be exposed to or get associated with drug or alcohol related crimes and as a consequence they are more likely to pose behavioural problems and experience social stigma and isolation and may also themselves become substance mis-users as adults. Since parents on drugs and alcohol spend a plenty of time on buying, assessing or obtaining these substances, their emotional or social relationships with their children are hampered as they do not have much time or accessibility for their children. This problem is especially acute in single parent household and in economically deprived areas, especially when there is no support from relatives or family members.Households in which drug or alcohol abuse is common is characterised by violence, criminal activity and poor or unstable environments. Drug or alcohol dependent parents ultimately make poor relationships and have strained and conflictual relationships with their children. Parents may fail to keep up or perform t heir parental duties and provide toothless surveillance, inconsistent care or overly punitive or strict discipline which may strain their relations with the children. There may be deficiencies in parenting skills of parents which may in turn have been imbibed from the parents of the drug users who served as poor role models. Barlow (1996) claimed that children of drug using parents may in the long term show serve social and motional difficulties, and may show strong reactions against change, isolation, with difficulty in learning, problems with social humour and estrangement and isolation from family and peers.However the impact of parental alcohol or drug misuse varies according to the age of children and according to which developmental stage they are in. The impact also depends on abilities of children. Children with physical or learning disabilities or with some health problems may be more vulnerable to emotional difficulties due to their parents conditions and parents involve d in substance misuse may have difficulties in understanding these especially sensitive children or meeting their needs. Thus assessment of care quality and parental support should always consider each child individually.Infants in their pre- nurture years and babies in general are particularly vulnerable to effects of physical and emotional injury and neglect and this can have damaging effects on their long term development and social adjustment. Neglect can happen when the parent in care is in an alcoholic or drugged condition and unaware of the childs needs or reactions. Parental commitment to care for children is severely affected when in drugged or alcoholic condition and can lead to inappropriate responses to the questions or concerns of the child. The parents in drugged or alcoholic state may be unhappy, tensed or irritated and can even injure or harm the child under the influence of such conditions (Forrester, 2000). Poor and inconsistent parenting redress the attachment pro cess and unpredictable parental behaviour hinders the childs cognitive and emotional development. Substance misuse is usually an expensive vice and there may be financial demands on the parents which mean money would be wasted and not used appropriately to improve a childs material environment. Physical or emotional rejection in such household can prevent children from developing a positive sense of self revere or even a sense of identity and children may have their physical needs neglected and tend to remain unwashed, uncared and unfed (Sher, 1991). Children may be beaten up and be subjected to direct physical violence and by witnessing direct domestic abuse, they may themselves learn inappropriate behaviour which may take the form of post traumatic stress disorder in which they display emotional symptoms if parental behaviour becomes unpredictable and frightening.Older or primary school children are at increased risks of injury and they may show symptoms of fear of hostility with parents and also anxiety. The gender of the children play an important role and girls may show different reactions to such parental behaviour than boys. Although boys tend to show behavioural problems like aggressiveness, girls can be equally affected. At this stage, poor parental supervision and parental neglect or disinterest can lead to failure in academic attainment and childrens attendance to school can become irregular or erratic. Separation from parents can also cause distress and disrupt social behaviour and academic achievement (Kroll, 2004). Parental behaviour can lead to feelings of embarrassment and shame in these individuals and may be responsible for making children socially isolated for fear of humiliation by friends. Children can also start taking responsibilities for themselves and their younger siblings and may become too independent trying to move away from home and family life. Children and adolescent with drug or alcohol problems at home may not attend school a nd become delinquent. They may become isolated with no friends, may reject family altogether and experience significant disruption in their education (McKeganey et al, 2002). Without parental support children at adolescence and puberty may have to face increased problems although they may become increasingly beyond parental control. Sexual aggression, bullying tendencies and emotional disturbances may accompany concerns of shame and embarrassment in children to compensate physical neglect by parents. Children with parental substance misuse might develop an early problem of drug and alcohol abuse themselves.Chandy et al (1993) discuss that children of alcoholics constitute an at-risk population and their study seek to understand the impact of parental alcohol misuse on school performance of children. They used a sample of 838 teenagers from alcohol misusing parents and found that these teenagers performed significantly poorer in all the six measurements of school performance. The st udy identified that the teenagers who did perform well in school said that their parents have high expectations of them and these teenagers rated themselves highly in term of health and also claimed to be religious and thus religiousness and parental expectations could be considered as protective factors as identified in this study.In another study by CoSandra et al. (2000) the effects of parental alcohol use on African American and White adults were studied. The study results indic

Feasibility of Online Shopping in UK Primark

feasibleness of Online Shopping in UK PrimarkAbstractThe purpose of this explore is to theatre of operations the online shop in UK clothing sell mart, and how it depart be servingful to the exploreer to pull back the idea ab come in the feasibility of Primark online obtain dish out. The query is divided in 5 chapters from each sensation chapter reach outs the reader slightly idea about online obtain and how it provide be beneficial for the company and the consumer. Moreover, the researcher commits this chapter to explain his/her point of sketch by taking individual chapter. Each chapter has some(prenominal) sub divisions. The researcher plan her research on typical system man posit along with chapter vies start from introduction, books re bring in, methodology, implementation calculation and last conclusion.In this techno grasp population quite a little ar using the technology in their twenty-four hour period to sidereal day biography. Some eons they argon using lookly and some eons indirectly exclusively now the situation is wish well that the person must have use the technology to assimilate their life luxurious. The researcher writes about ecommerce, its advant elds and disadvantages. In methodology, the researcher use the twain lineament of info qualitative and quantitative. In quantitative the researcher collects both type of primordial and utility(prenominal) selective information by using converse and survey.The carry of the research is how Primark stinker join on its sell in this competitive securities industry. And online obtain food market place is genuinely strong in UK. Further more than how the online obtain will be change the lay ins situation and what atomic build 18 the changes the company will get.1. INTRODUCTIONThe researcher doing tCHAPTER 1 1.1. WHAT IS PRIMARK?Primark Stores Limited is an Irish clothing retail merchant. Its stores atomic take 18 find in versatile regions wish United Kingdom, Ireland, and Spain. Within this battlefield of responsibility, Primark stores out subroutineed other clothing retailer chore, with match slight hundred sixty one stores over each(prenominal) distributed in three major regions one hundred twenty-five in the United Kingdom. The company positions itself as change fashionable at snubthroat charges. Primark is known for exchange vesture at the budget end of the market. Its winner is establish on sourcing supply, making clothes with artless designs and fabrics and targets young, fashion-conscious individuals ages 35 below, offering them simple yet risque quality clothes and apparels. The relevance of global trends and consumers demands on lifestyle made Primark Store Limited reinvent its problem scheme and focus structure.From the first gear centime store in Ireland to the latest flagship store in Liverpool, the Primark story has been one of continuing success giveed on a unique combination and lean operati ons. Primark was open(a) their first Penney store in Mary Street capital of Ireland in June 1969. During the one course of instruction time they added four more stores in Dublin. After continues success in Dublin, in next three socio-economic class 1971, Primark opened their first store out position the Dublin in Cork and end of that year on that point were 11 more stores in Ireland and one in Northern Ireland.moreover, in 1973, the number of stores had reached 18 in Ireland and Primark Began trade in Great Britain with four out of-town stores. The following year saw the opening of the first UK high passageway store in plug hat and Bristol. In ten more years Primark increase the number of stores in UK and Ireland both kindred 18 rising store added in UK and 9 stores in in Ireland. And the management as well expanded the number of the stores in UK and Ireland to 22 stores each.The to the highest degree innovating thing of Primark was in ten years duration from 1984 to 1994 a win Like roughly of the Primark stores in high path so it is beneficial to them. Primark has so many strengths, weakness, opportunities and threats. Like 40 years experienced retailer, reasonable price seller of clothes, eco friendly carrier bags etc. Primark has so many weaknesses, weak public relationship, leak of function, no online facility for shop. For promotional festering Primark cornerstone realize their own store throwaway, Self s merchantman orbital cavity and soon. Due to competitive market Primark provide cheapest clothes to customers. Its create threat for Primark to stay in these market. come OF STORE LOCATION IN LONDONBasildonKingston-Upon-ThamesBasingstokeLewisham,BedfordLeytonstone,Bexleyheathcapital of the United KingdomBrighton,LutonBromleyMaidstoneCamberleyMargate,ChathamNorwichCrawleyOxfordCroydonPeckhamDartfordReading,EalingRomfordEastbourneSlough,EasthamSouthendGravesendStevenageHackneySuttonHammersmithThurrockHarlowTootingHarrowWatfordHemel Hemp steadWands expenditureHounslowWembleyIpswichWokingKilburn,WoolwichTable 1 Field work Primark store location in capital of the United KingdomPrimark stores a privately held subsidiary of Associated British Foods, Is obscure in opening departmental store. It owns and operated 188 departmental stores that provide crossings such(prenominal) as women wear, children wear, menswear, footwear, accessories,The children market in Britain is worth 4.5bn. Five years ago, Primark had a 2.8% market apportion. By 2006 this had risen 5.4% and in 2007 to 6.2% this now places Primark fourth in terms of market share. (Sutherland basiswall, 2008) What is e-commerce?1.2 AimThe researcher aim to do this research to increase the muckle of gross revenue at present Primark is leading clothing retailer in UK. Furthermore according to this techno savvy world, and to vie the all competitors Primark withal have to be go ahead with some new innovation with them.1.3 Objectives1. To explore how online shop bathroom benefit Primark and boost its sales.2. To calculate, go over and plan for the necessary resources for this project3. To investigate the market for online shop value in the UK competitors market.4. To identify new segment to increase the market shareCHAPTER 2 LITERATURE REVIEW 2.1. ONLINE SHOPPING utilityThe researcher wants to introduce new direct merchandising strategy for Primark to increase the sales volume. Like other competitors, Primark does not have an online shop facility. In this day and age of technological advancement, it becomes truly essential for any organisation to establish oneself in the field of e-commerce. The researcher has found a gap in the market for such a technological ingest and would like to introduce a promotional strategy for the companys growth in this high tech savvy world. The e-commerce thunder mug be qualifyd as a modern business methodology that addresses the needs of organization, merchants and consumers to cut costs while im proving the quality of advantageouslys and attend tos and increasing the zip up of avail deli truly, by using net win (Goal, 2007). gibe to Varley, (2006), since the start of the new millennium, shopping via a ready reckoner has moved from the something indulged by a niche market to commonplace activity amongst the population masses. Furthermore the new internet world provide the retail industry with a new and exciting way of lure consumer to purchase the harvesting from the comfort from their available place like from home, office or anywhere they can access the virtual world. In fact in re centime developments in personal mobile communications industry would suggest that before long we will be able to go shopping literally anywhere at any time. Since the more improvement in the online shopping ser vice is providing more and more luxurious religious service day by day so the the home deli very selection aboard stores as the retail industry has developed.According to F letcher, bell shape McNaughton, (2004) e-commerce involves electronically medicated exchanges with customers. According to Rosen, (2002). Electronic commerce or e-commerce covers the range of online business activities for products and services, both business-to-business and business-to-customers, through the Internet. E-commerce breaks into two components On the other hand side online auction bridge is straightforward yet revolutionary business concept. Brokage business model, auctions bring the buyers and sellers together in a virtual marketplace. ( Bidgoli, 2002) Online Shopping The scope of nurture and activities that provides customers with the information to uphold business with you and to make informed buying decisions. Online get The technology infrastructure for the exchange of data and the purchase of the product over the Internet. Online purchasing is a fiction employ in business-to-business e-commerce for providing customers with an online method of placing order s, submitting purchase orders, or requesting quotes ( Rosen, 2002)Estimates vary as to the size of the business-to-consumer e-commerce market. The International Data Corporation (IDC) estimates that the total purchases made over the t homecoming were $10 jillion in 1997 and will be more than $220 billion in 2001 (Oliveria, Amorim and Vilao, 1999). These large s are put in a wider linguistic context by KPMG (1999) which reports that, Direct sales are 5% of retail sales in the UK and 4% in the US. Of this total, 16% US home sales and 1% of UK home sales are electronic. Forrester question (Tagliabue, 1999) whose 1999 research video displayedSelling goods and services online is also called ecommerce. Popular ecommerce Web internet sites include Amazon.com and eBay, yahoo shopping, etoys, the met store , smart shopper and so on. Ecommerce is not the sole province of large companies, even many wasted businesses have found considerable success merchandising on the Internet.Like this research content the use of the technology so the researcher would like to discuss about e-commerce service, Electronic commerce or ecommerce is a term for any type of business, or commercial transaction, that involves the transfer of information crossways the Internet. The e-commerce can be defined as a modern business methodology that addresses the needs of organization, merchants and consumers to cut costs while improving the quality of goods and services and increasing the speed of service delivery, by using Internet (Goal, 2007). According to Forrester interrogation at, the European online retail market is expected to grow from Euro 40 billion in 2004 to Euro 167 billion by 2009 (Forrester, 2006) Cited in (Burdick, Coakley Richardson, 2006)). And what are the benefits of e-commerce service? But basically the people knows each and every coin has two side so when you get some benefits from the ecommerce on the other hand side you get some disadvantages of the ecommerce as well . Moreover, with the table service of online shopping service people can turn in their time for the shopping, online shopping service is very flexible you can use it anytime. In the opposite side you cannot touch and feel it you cant get it right off first you pass through the very long process of ordering and after some geezerhood limitation like after four old age delivery or one hebdomad delivery your get you stuff.But nowadays the most of the market work with the online shopping service like all the clothing stores provide Online shopping service. For example MS, Next, Topshop, Matalan, Monsoon, and soon. These all the clothing company has very high share market value in the market and very huge turn over in the market as well.According to the issue published in The Guardian, (2007), The weather also cause the shopping from the store and the online like the number shows how a good deal it effect the market online market sales. In July 2007, because of the wet weather the s ales change magnitude by 4bn in a calendar month for the first time at 4.2bn up from 2.3bn in July a year ago according to the synergistic Media in Retail Group (IMRG).2.2 PRIMARK ONLINE SHOPPING SERVICE (STRATEGY) ADVANTAGES DISADVANTAGESEvery new thing has its own pros and cons like online shopping service is advantageous as much as disadvantageous for the Primark. First the researcher would like to discuss the advantages of the online shopping service at Primark. According to the competitor of Primarks are MS, Matalan, Topshop, Next and so on. in all of the competitors are providing very good and fast online shopping service for their customers.2.2.1 Business BenefitsAccording to the Rosen, (2002), by providing your customers with 24 hour-a-day,7-day-a-week (24 x 7) access to information, you can support sales, in some cases shorten the sales cycle, and cut your administrative costs, since customers have access to information when they want it. Some people believe that sho wn that FAQs on an online shopping site give customers a infract idea of companys product and help them feel more comfortable making the decision to buy. E-commerce is a great way to get the business of these off- peak shoppers. For a very small amount of money, a company can have its cyber-shop open 24 hours a day and 7 days a week. Savings on customers service staff, savings on bring forward operators and sales people, instant update of catalogues and prices, product targeting, active targeting , passive targeting, better overhead and inventory control, worldwide visibility, attractive option for the physically challenged (Shim, 2000).Further all the advantageous strategy for the any company who introduce their online shopping service. With the Internet reaching all corner of the world so by introducing the online shopping service Primark can be reach all around the world. Actually they can advertise themselves globally for very small price. When the online shopping service the company proved they give the all the detailed description of the products so the Primark have to be recruit the less staff for the customer service staff, telephone operators, and less sales staffs. Like the customers when makes a purchase online is one less using the companys telephone operators and salespeople. Product targeting and active targeting both are the very helpful for the company. Primark can be accomplished actively or passively on the Internet to make their any product targeting. For the company Active targeting for the product by their product targeting Product targeting is in the two contrasting way like theDue to the and description of the 24 x 7 online shopping service is definitely very useful for the any company like MS, Next, Matalan, etc have the aforementioned(prenominal) selling hour like Primark but they are selling more product by providing online shopping service. Furthermore nowadays people are more absorb and addicted to use the internet in their da y- to- day life. The world Internet users are the 100% present day examine to the year 2000. (Internet world stats, 2009) usually Primark is just getting the benefit of on-peak shoppers only because it does not have any online shopping service to provide their customers. With just the shopping hours the company is making very good volume of sales so speak up when the company launched their online shopping service it will be more beneficial for the company to increase the volume of sales.2.2.2 Operational Management BenefitsBetter availability of service which way of life conveniently allows customers to shop in their homes from anywhere online. More benefit of online shopping for the operational management is cost reduction in information process like reduce the cost of processing and retrieving order and customer information. Better timeliness of service means online operations can offer customers 24-hour servicer for purchasing good and services. Initial cost of operation less expensive, basically the capital investment in e-commerce operation is good less than brick-and mortar operations. Improved product development by the ability to be online with research and development people from around the world can help to reduce the time-to -market for new products and the cost of their development. Improved schedule which is help full to the business. The online ability to keep track of product or service activities allows schedulers to be more accurate and timely in scheduling and rescheduling labor activity, reducing costs (Heizer and Render 2001, p. 460 Laudon and Laudon 2002, pp.122-129 Kamarainen et al. 2001).2.3 Disadvantages of online shopping serviceThere are so many disadvantages of e commerce business for the consumers like, credit card fraud, products that Dont show well, Limit to the Market, Small companies unprepared for global selling and soon. According to Shim Anique (2000) Credit card number can be stolen by the disgruntled or flagitious employee who has legitimate as well as illegitimate access to the company e-commerce system. There are so many disadvantageous of ecommerce possible capacity and bandwidth problems. credential issues are major concern for many consumers. Security issues and measures are expected to improve in orgasm years, through the use of media other than credit cards on the web, such as e-Wallet, e-cash and other payment systems, acceptance or digital signature, more far-flung application and acceptance of encryption technology and great awareness and understanding of customers concerns (Bidgoli, 2002b). The main disadvantageous for shoppers, in ranked order were Availability Cant be in to receive delivery Premium aerated for delivery Premium charged for delivery and Cant see or feel the merchandise.( Harris Dennis, 2002)2.4 Marketing component to High turnoverIntroduce online shopping service Primark needs many promotional strategies for the promotion of new service.To attract the custome rs and to publish new service they need so many promotional strategies like direct marketing, Advertising, publicity, sales promotion, Exhibition and so on.Primark always focuses on low price high volume strategy to develop market. Specifically in this recession time, peoples also moves towards Primark low price value added products. To grab this opportunity they should have also low cost marketing strategy as well. In the modern world the Internet often becomes the best medium to communicate and search things around. As all competitors have Online shopping strategy they can easily grab the markets. Online shopping strategy helps to advertising the companys product. As a result of peoples awareness about internet and the young age groups tech savvy attitude, they can search their products, compare with others to make their orders online easily.2.5 Market Share Value of PrimarkAt present Primark is number one UK clothing retailer in high street. There are so many competitor of it lik e Topman, Miss Selfridge, Dorothy Perkins, MS, Tesco, ASDA, Matalan Mango, TK Max and soon. Primark has moved a step closer to toppling label Spencer from the top spot in clothing market share, after its volume share leapt to 10.1% ( Ana, 2008). IMRG expects internet retail sales to increase by 15 per cent this year, with customers predicted to spend an estimated 13.16bn online in the lead up to Christmas. A new record for internet sales volumes was set last Monday typically the biggest trading day of the week online although in keeping with the wider economic gloom, sales value were flat (Guardian, 2008).Growth for retail industry till year 2013 is weakens and steadies, First Research forecasts are based on INFORUM forecasts that are licensed from the Interindustry Economic Research Fund, Inc. (IERF) in College Park, MD. INFORUMs interindustry-macro approach to modelling the economy captures the links amidst industries and the aggregate economy ( Hoovers, 2009).Due to Hoovers, 2008 Primark business was -3% but in next coming year 2009 it is 1% less than the last year. For next coming three years it will be increased by nearly 4% continuously. In year 2013, the business of Primark will be increased their business by 4%.ADVANTAGES Business can be going on 24 x 7 days a year. Increase the number of sales volume Well managed store all the time Less staff recruitment. Increase the Profit because less money spends on training and development. Easy publicity of the product and name.DISADVANTAGES Less rash of people in store. Promotional things cannot be sell easily in particular stores. Customers are not feel that secure as store shopping. Chances of the fraud of credit cards and bank details can be effect the reputation of the company.Table 2 Advantage Disadvantages of online shopping service at PrimarkCHAPTER 3 METHODOLOGYThis chapter exposit the methodology used to address the research issue . A summary of the methodology is then presented to provide th e platform for the research. The methodology best suited to come upon the research issue aim is then affirmed, alongside discussion on other methodologies and why they were not felt appropriate for utilization with this research issue.3.1 Research DefinitionResearch is not just a process of gathering information, as is sometimes suggested. Rather, it is about answering unanswered question or creating that which does not currently exist. Burns, (19942) defines research as a opinionated investigation to fins answers to problem. Bulmer (19775) states Nevertheless sociological research , as research is primarily committed to established systematic, honest and valid knowledge about the social world. persona of ResearchResearch can be classified from three perspectives1 application of the research study2 objectives in undertaking the research3 inquiry mode employedThe researcher research is contain descriptive research type which is regarding the new service for the Primark company whi ch has not any online shopping service. So the researcher will start new online shopping service at UK Primark. To finish this research the researcher need both kind of data qualitative data and quantitative data. And some of the data in both of categories contain essential data and tributary data.3.2 What is the soft and Quantitative researchAcademics affirm that, in the main, two dissimilar research areas were distinguished quantitative research, and qualitative research, (White, 2005 Saunders et al., 2007Fisher, 2007). Quantitative research problematic an objective way of studying things, whereas a qualitative approach assumed this was difficult and that the research was subjective, as the research issue clearly was in this instance.Distinctions between Quantitative and Qualitative dataQuantitative dataQualitative data* establish on meaning derived from numbers* Collection results in numerical and value data* Analysis conducted through the use of diagrams and statistics* B ased on meaning* Collection results in requiring classification* Analysis conducted through the use of concepetualisationTable 3 Distinction between Quantitative data and Qualitative datasources Dey (1993)Harvey and Rawlinson (1994) authors experience, Adapted from Sunders M., Thornhill, Lewis, (2009)3.3 pristine and secondary dataResearchers usually start by gathering both the type of data Primary data and secondary data. But most probably first researcher would like to start collect the secondary data. The secondary data can easily available. According to Kotler, Armstrong, Wong Saunders, (2008) supplemental data consist of information that already exists somewhere, having been collected for another purpose. Primary data consist of information collected for the specific purpose at hand. vicarious data can easily available because company can buy that from anywhere. It is provide good scratch point for the research and also help to define research problem and objectives. Prim ary data need to make sure that it will be relevant , accurate, current and un influenceed. Primary data collection calls for the number of decisions on research approaches, contact methods, sampling plan and research instruments. Secondary data is more quick and available at lower cost than primary data. Sometimes the secondary data cannot be collect by the individual company on its own. Primary data include observation, survey and experiments which is relevant people, actions and situations.3.4 consultation TechniqueThe call into question is a qualitative tool of collecting primary data. There are various kinds of conducting interviews such as in-depth interview, semi- organise interview, group focus interview, organize interview, elite interview, ethnographic interview and phenomenological interview. The interviewers can adjust and rearrange questions according to the flow of the conversation. Moreover, there are mainly two types of interviews that can be taken up any resear cher which are telephone interviews and personal interviews. Telephone interviews are used extensively is low cost form of personal interviewing that can be used to obtain information quickly. Administration of this approach is easy and has less interview bias problem. However, there are no human interactions, which can lead to interviewer bias or careless behaviour. However, to some extent personal interviews are also been used along with telephonic interviews. We would be conducting semi structured interviews as it suits exploratory research design.3.5 Qualitative DataThe researcher find this all the qusalitative data of strengths weakness, opportunities and threats of Primark by visiting the stores and observing the behaviour of the customers and staff and the management. The study of Primark is highlighted in the table belowSTRENGTHS Most Primark stores are on high streets or shopping malls Prices are reasonable All stores have large trading space. Good interiors, decor and pro per signage Experienced retailer for over more than 40 years in operation It provides recyclable eco-friendly bags Frequent locator and international coverageWEAKNESSES* No online shopping facility available.* Weak public relation campaigns* Shops crowded and services are not up to standard* Mismanagement of clothes and accessories* Dependent on suppliers* Less promotional activity for stores and company* Less number of fitting suiteOPPORTUNITIES Primark can introduce their own store card Have an automatic self scan area Introduce new section like kitchen range, odour etc Primark can introduce a refreshment area/cafeteria More advertisement and promotion Tie up and links with various other shops Give more range for 35 years and upwards Can introduce variety supplier and talent Online shopping can also be introducedTHREATS* Unethical design may jeopardise sales* Price challenger* Inflation recession (decline in consumer confidence/low disposable income)* Other store selling for like products e.g. H M, Matalan, Tesco etc.Table 4 Fieldwork Primark elevate Analyse 3.6 Quantitative DataThe researcher was fortunately able to arrange some interview with some of the Primark managers and customers. The interviews contained both negative and positive replies. However most of the responses were positive.3.6.1 Managers questioner interviewThe below primary data shows what are the opinion of the managers about the online shopping service in UK Primark. All the managers have similar view about this innovation skip to some of them. They are appreciating this innovation. The researcher was arrange 8 interviews with different different Primark managers like Lakeside, Watford, Harrow, Oxford street, Hammersmith. Interviews with the managers give the following responds to the researcherThe first part of the mangers interview questioner is (q1,q2,q3)give the idea about how much they are popular in the market. Averagely their is ten thousand to 15000 people visit the st ore on a day to day basis. And the average spend per person is nearly 10 to 12.Second part of the managers interview questions (q4,q5) give the information about the company profit how much profit they are making ob year on year, their profit 112% on one-year budget since inception 2006. In this credit butterfly situation market is facing trouble but still Primark is increasing their profit on same level.Furthermore the third part of the managers interview questions (q6, q7) provides the details about competitors of Primark in the market. Due to the market situation Primark is the most famous retailers for like for like sales. According to all the managers opinion, competitors are New look, BHs, MS, ASDA, Tesco and so on. Primark also prove itself as own their original Moto Look Good, Pay Less. So many managers says that the Primark is the only one place where people can just get scoks for 2, pair of Mens jeans for 8, and lots of thing people can find for very cheap price at Prima rk. Even whenever you pass though the high street you can see that most of the people hold Primark bags.Last part of the managers interview questions is part four(q8,q9), which is give us the information about the feasibility vice the online shopping service is good for the company or not. According to my all the 6 interviews with the managers like executive program managers to HR managers. 70% response for the online shopping service UK Primark is positive, but 30% said that the company is not that much able to introduce the online shopping service.Furthermore interview with the managers showed that Primark is likely to benefit from the introduction of an online shopping service for their customers. Because the company can save the money and can make the money by introducing the online shopping service. Different ways to save the money overdue to the managers like the need less staff inside the store to manage the store clean and tide-up. another(prenominal) reason is they need l ess HR expenses like less training, recruitment and soon. Primark can run their business for 24 hours, and make more money with less resources.3.6.1 The second questioners survey of CustomersThe researcher did the survey of 50 people from the different part of the London. Thus survey also divided in two different groups Male and Female. Like Harrow, Hammersmith, Hayes, Uxbridge, Ilford and soon. The researcher was make 10 number of questions for the customers to get the positive or negative response to his/ her research. Each questions gives positive answer to the researcher just skip to the some.Furthermore, the researcher get the solvent with the Q1, is about how frequently the customers are visiting the Primark, and the answer is positivistic and 100%. To added some more, all most people visiting a Primark ones a month but some people who are visiting Primark more than one it means they visit Primark in two ways , thrice and fourth. Going towards Q2, which give the ideas about people are shopping from the Primark is planned or unplanned? The response to this question is neutral like 24 people said it is unplanned shopping and 26 said it is planned shopping. The third question also gives the common opinion of the people about with whom they would like to visit the Primark. The researcher gets variety of answers in different kind of options like friends, family alone, others. According to the response most of the people favour to visit the Primark with friends the survey gives number out of 50 people 24 prefer to visit the Primark with the friends. Second highest number for the family which is 12. At last very less people prefer toFeasibility of Online Shopping in UK PrimarkFeasibility of Online Shopping in UK PrimarkAbstractThe purpose of this research is to study the online shopping in UK clothing retail market, and how it will be helpful to the researcher to get the idea about the feasibility of Primark online shopping service. The research is divided i n 5 chapters each chapter gives the reader some idea about online shopping and how it will be beneficial for the company and the consumer. Moreover, the researcher uses this chapter to explain his/her point of view by taking individual chapter. Each chapter has many sub divisions. The researcher plan her research on typical system like chapter vies start from introduction, literature review, methodology, implementation calculation and last conclusion.In this techno savvy world people are using the technology in their day to day life. Sometimes they are using directly and sometimes indirectly but now the situation is like that the person must have use the technology to make their life luxurious. The researcher writes about ecommerce, its advantages and disadvantages. In methodology, the researcher use the both type of data qualitative and quantitative. In quantitative the researcher collects both type of primary and secondary data by using interview and survey.The aim of the research is how Primark can increase its sell in this competitive market. And online shopping market is very strong in UK. Furthermore how the online shopping will be change the stores situation and what are the changes the company will get.1. INTRODUCTIONThe researcher doing tCHAPTER 1 1.1. WHAT IS PRIMARK?Primark Stores Limited is an Irish clothing retailer. Its stores are located in various regions like United Kingdom, Ireland, and Spain. Within this area of responsibility, Primark stores outnumbered other clothing retailer business, with one hundred sixty one stores overall distributed in three major regions one hundred twenty-five in the United Kingdom. The company positions itself as marketing fashionable at cutthroat prices. Primark is known for selling clothes at the budget end of the market. Its success is based on sourcing supply, making clothes with simple designs and fabrics and targets young, fashion-conscious individuals ages 35 below, offering them simple yet high quality cl othes and apparels. The relevance of global trends and consumers demands on lifestyle made Primark Store Limited reinvent its business scheme and management structure.From the first penny store in Ireland to the latest flagship store in Liverpool, the Primark story has been one of continuing success founded on a unique combination and lean operations. Primark was opened their first Penney store in Mary Street Dublin in June 1969. During the one year time they added four more stores in Dublin. After continues success in Dublin, in next three year 1971, Primark opened their first store outside the Dublin in Cork and end of that year there were 11 more stores in Ireland and one in Northern Ireland.Furthermore, in 1973, the number of stores had reached 18 in Ireland and Primark Began trading in Great Britain with four out of-town stores. The following year saw the opening of the first UK high street store in Derby and Bristol. In ten more years Primark increase the number of stores in U K and Ireland both like 18 new store added in UK and 9 stores in in Ireland. And the management also expanded the number of the stores in UK and Ireland to 22 stores each.The most innovating thing of Primark was in ten years duration from 1984 to 1994 a further Like most of the Primark stores in high street so it is beneficial to them. Primark has so many strengths, weakness, opportunities and threats. Like 40 years experienced retailer, reasonable price seller of clothes, eco friendly carrier bags etc. Primark has so many weaknesses, weak public relationship, leak of services, no online facility for shopping. For promotional development Primark can introduce their own store cards, Self scan area and soon. Due to competitive market Primark provide cheapest clothes to customers. Its create threat for Primark to stay in these market.LIST OF STORE LOCATION IN LONDONBasildonKingston-Upon-ThamesBasingstokeLewisham,BedfordLeytonstone,BexleyheathLondonBrighton,LutonBromleyMaidstoneCamberle yMargate,ChathamNorwichCrawleyOxfordCroydonPeckhamDartfordReading,EalingRomfordEastbourneSlough,EasthamSouthendGravesendStevenageHackneySuttonHammersmithThurrockHarlowTootingHarrowWatfordHemel HempsteadWandsworthHounslowWembleyIpswichWokingKilburn,WoolwichTable 1 Field work Primark store location in LondonPrimark stores a privately held subsidiary of Associated British Foods, Is involved in opening departmental store. It owns and operated 188 departmental stores that provide products such as women wear, children wear, menswear, footwear, accessories,The children market in Britain is worth 4.5bn. Five years ago, Primark had a 2.8% market share. By 2006 this had risen 5.4% and in 2007 to 6.2% this now places Primark fourth in terms of market share. (Sutherland Canwall, 2008) What is e-commerce?1.2 AimThe researcher aim to do this research to increase the volume of sales at present Primark is leading clothing retailer in UK. Furthermore according to this techno savvy world, and to com pete the all competitors Primark also have to be go ahead with some new innovation with them.1.3 Objectives1. To explore how online shopping can benefit Primark and boost its sales.2. To calculate, agree and plan for the necessary resources for this project3. To investigate the market for online shopping service in the UK competitors market.4. To identify new segment to increase the market shareCHAPTER 2 LITERATURE REVIEW 2.1. ONLINE SHOPPING SERVICEThe researcher wants to introduce new direct marketing strategy for Primark to increase the sales volume. Like other competitors, Primark does not have an online shopping facility. In this day and age of technological advancement, it becomes very essential for any organisation to establish oneself in the field of e-commerce. The researcher has found a gap in the market for such a technological need and would like to introduce a promotional strategy for the companys growth in this high tech savvy world. The e-commerce can be defined as a modern business methodology that addresses the needs of organization, merchants and consumers to cut costs while improving the quality of goods and services and increasing the speed of service delivery, by using Internet (Goal, 2007). According to Varley, (2006), since the start of the new millennium, shopping via a computer has moved from the something indulged by a niche market to commonplace activity amongst the population masses. Furthermore the new internet world provide the retail industry with a new and exciting way of enticing consumer to purchase the product from the comfort from their available place like from home, office or anywhere they can access the virtual world. In fact in recent developments in personal mobile communications industry would suggest that before long we will be able to go shopping literally anywhere at any time. Since the more improvement in the online shopping service is providing more and more luxurious service day by day so the the home delivery o ption alongside stores as the retail industry has developed.According to Fletcher, Bell McNaughton, (2004) e-commerce involves electronically medicated exchanges with customers. According to Rosen, (2002). Electronic commerce or e-commerce covers the range of online business activities for products and services, both business-to-business and business-to-customers, through the Internet. E-commerce breaks into two components On the other hand side online auction is straightforward yet revolutionary business concept. Brokage business model, auctions bring the buyers and sellers together in a virtual marketplace. ( Bidgoli, 2002) Online Shopping The scope of information and activities that provides customers with the information to conduct business with you and to make informed buying decisions. Online Purchasing The technology infrastructure for the exchange of data and the purchase of the product over the Internet. Online purchasing is a metaphor used in business-to-business e-commer ce for providing customers with an online method of placing orders, submitting purchase orders, or requesting quotes ( Rosen, 2002)Estimates vary as to the size of the business-to-consumer e-commerce market. The International Data Corporation (IDC) estimates that the total purchases made over the web were $10 billion in 1997 and will be more than $220 billion in 2001 (Oliveria, Amorim and Vilao, 1999). These large s are put in a wider context by KPMG (1999) which reports that, Direct sales are 5% of retail sales in the UK and 4% in the US. Of this total, 16% US home sales and 1% of UK home sales are electronic. Forrester Research (Tagliabue, 1999) whose 1999 research showedSelling goods and services online is also called ecommerce. Popular ecommerce Web sites include Amazon.com and eBay, yahoo shopping, etoys, the met store , smart shopper and so on. Ecommerce is not the sole province of large companies, however many small businesses have found considerable success selling on the In ternet.Like this research content the use of the technology so the researcher would like to discuss about e-commerce service, Electronic commerce or ecommerce is a term for any type of business, or commercial transaction, that involves the transfer of information across the Internet. The e-commerce can be defined as a modern business methodology that addresses the needs of organization, merchants and consumers to cut costs while improving the quality of goods and services and increasing the speed of service delivery, by using Internet (Goal, 2007). According to Forrester Research at, the European online retail market is expected to grow from Euro 40 billion in 2004 to Euro 167 billion by 2009 (Forrester, 2006) Cited in (Burdick, Coakley Richardson, 2006)). And what are the benefits of e-commerce service? But basically the people knows each and every coin has two side so when you get some benefits from the ecommerce on the other hand side you get some disadvantages of the ecommerce a s well. Moreover, with the help of online shopping service people can save their time for the shopping, online shopping service is very flexible you can use it anytime. In the opposite side you cannot touch and feel it you cant get it immediately first you pass through the very long process of ordering and after some days limitation like after four days delivery or one week delivery your get you stuff.But nowadays the most of the market work with the online shopping service like all the clothing stores provide Online shopping service. For example MS, Next, Topshop, Matalan, Monsoon, and soon. These all the clothing company has very high share market value in the market and very huge turn over in the market as well.According to the issue published in The Guardian, (2007), The weather also effect the shopping from the store and the online like the number shows how much it effect the market online market sales. In July 2007, because of the wet weather the sales increased by 4bn in a mo nth for the first time at 4.2bn up from 2.3bn in July a year ago according to the Interactive Media in Retail Group (IMRG).2.2 PRIMARK ONLINE SHOPPING SERVICE (STRATEGY) ADVANTAGES DISADVANTAGESEvery new thing has its own pros and cons like online shopping service is advantageous as much as disadvantageous for the Primark. First the researcher would like to discuss the advantages of the online shopping service at Primark. According to the competitor of Primarks are MS, Matalan, Topshop, Next and so on. All of the competitors are providing very good and fast online shopping service for their customers.2.2.1 Business BenefitsAccording to the Rosen, (2002), by providing your customers with 24 hour-a-day,7-day-a-week (24 x 7) access to information, you can support sales, in some cases shorten the sales cycle, and cut your administrative costs, since customers have access to information when they want it. Some people believe that shown that FAQs on an online shopping site give custome rs a better idea of companys product and help them feel more comfortable making the decision to buy. E-commerce is a great way to get the business of these off- peak shoppers. For a very small amount of money, a company can have its cyber-shop open 24 hours a day and 7 days a week. Savings on customers service staff, savings on telephone operators and sales people, instant update of catalogues and prices, product targeting, active targeting , passive targeting, better overhead and inventory control, worldwide visibility, attractive option for the physically challenged (Shim, 2000).Further all the advantageous strategy for the any company who introduce their online shopping service. With the Internet reaching all corner of the world so by introducing the online shopping service Primark can be reach all around the world. Actually they can advertise themselves globally for very small price. When the online shopping service the company proved they give the all the detailed description o f the products so the Primark have to be recruit the less staff for the customer service staff, telephone operators, and less sales staffs. Like the customers when makes a purchase online is one less using the companys telephone operators and salespeople. Product targeting and active targeting both are the very helpful for the company. Primark can be accomplished actively or passively on the Internet to make their any product targeting. For the company Active targeting for the product by their product targeting Product targeting is in the two different way like theDue to the further description of the 24 x 7 online shopping service is definitely very useful for the any company like MS, Next, Matalan, etc have the same selling hour like Primark but they are selling more product by providing online shopping service. Furthermore nowadays people are more busy and addicted to use the internet in their day- to- day life. The world Internet users are the 100% present day compare to the yea r 2000. (Internet world stats, 2009)Normally Primark is just getting the benefit of on-peak shoppers only because it does not have any online shopping service to provide their customers. With just the shopping hours the company is making very good volume of sales so think when the company launched their online shopping service it will be more beneficial for the company to increase the volume of sales.2.2.2 Operational Management BenefitsBetter availability of Service which means conveniently allows customers to shop in their homes from anywhere online. More benefit of online shopping for the operational management is cost reduction in information processing like reduce the cost of processing and retrieving order and customer information. Better timeliness of service means online operations can offer customers 24-hour servicer for purchasing good and services. Initial cost of operation less expensive, basically the capital investment in e-commerce operation is considerably less than brick-and mortar operations. Improved product development by the ability to be online with research and development people from around the world can help to reduce the time-to -market for new products and the cost of their development. Improved scheduling which is help full to the business. The online ability to keep track of product or service activities allows schedulers to be more accurate and timely in scheduling and rescheduling production activity, reducing costs (Heizer and Render 2001, p. 460 Laudon and Laudon 2002, pp.122-129 Kamarainen et al. 2001).2.3 Disadvantages of online shopping serviceThere are so many disadvantages of e commerce business for the consumers like, credit card fraud, products that Dont show well, Limit to the Market, Small companies unprepared for global selling and soon. According to Shim Anique (2000) Credit card number can be stolen by the disgruntled or criminal employee who has legitimate as well as illegitimate access to the company e-commerce s ystem. There are so many disadvantageous of ecommerce possible capacity and bandwidth problems. Security issues are major concern for many consumers. Security issues and measures are expected to improve in coming years, through the use of media other than credit cards on the web, such as e-Wallet, e-cash and other payment systems, acceptance or digital signature, more widespread application and acceptance of encryption technology and greater awareness and understanding of customers concerns (Bidgoli, 2002b). The main disadvantageous for shoppers, in ranked order were Availability Cant be in to receive delivery Premium charged for delivery Premium charged for delivery and Cant see or feel the merchandise.( Harris Dennis, 2002)2.4 Marketing contribution to High turnoverIntroduce online shopping service Primark needs many promotional strategies for the promotion of new service.To attract the customers and to publish new service they need so many promotional strategies like direct mark eting, Advertising, publicity, sales promotion, Exhibition and so on.Primark always focuses on low price high volume strategy to develop market. Specifically in this recession time, peoples also moves towards Primark low price value added products. To grab this opportunity they should have also low cost marketing strategy as well. In the modern world the Internet often becomes the best medium to communicate and search things around. As all competitors have Online shopping strategy they can easily grab the markets. Online shopping strategy helps to advertising the companys product. As a result of peoples awareness about internet and the young age groups tech savvy attitude, they can search their products, compare with others to make their orders online easily.2.5 Market Share Value of PrimarkAt present Primark is number one UK clothing retailer in high street. There are so many competitor of it like Topman, Miss Selfridge, Dorothy Perkins, MS, Tesco, ASDA, Matalan Mango, TK Max and s oon. Primark has moved a step closer to toppling Marks Spencer from the top spot in clothing market share, after its volume share leapt to 10.1% ( Ana, 2008). IMRG expects internet retail sales to increase by 15 per cent this year, with customers predicted to spend an estimated 13.16bn online in the lead up to Christmas. A new record for internet sales volumes was set last Monday typically the biggest trading day of the week online although in keeping with the wider economic gloom, sales values were flat (Guardian, 2008).Growth for retail industry till year 2013 is weakens and steadies, First Research forecasts are based on INFORUM forecasts that are licensed from the Interindustry Economic Research Fund, Inc. (IERF) in College Park, MD. INFORUMs interindustry-macro approach to modelling the economy captures the links between industries and the aggregate economy ( Hoovers, 2009).Due to Hoovers, 2008 Primark business was -3% but in next coming year 2009 it is 1% less than the last year. For next coming three years it will be increased by nearly 4% continuously. In year 2013, the business of Primark will be increased their business by 4%.ADVANTAGES Business can be going on 24 x 7 days a year. Increase the number of sales volume Well managed store all the time Less staff recruitment. Increase the Profit because less money spends on training and development. Easy publicity of the product and name.DISADVANTAGES Less rash of people in store. Promotional things cannot be sell easily in particular stores. Customers are not feel that secure as store shopping. Chances of the fraud of credit cards and bank details can be effect the reputation of the company.Table 2 Advantage Disadvantages of online shopping service at PrimarkCHAPTER 3 METHODOLOGYThis chapter described the methodology used to address the research issue . A summary of the methodology is then presented to provide the platform for the research. The methodology best suited to achieve the research issue aim is then affirmed, alongside discussion on other methodologies and why they were not felt appropriate for utilization with this research issue.3.1 Research DefinitionResearch is not just a process of gathering information, as is sometimes suggested. Rather, it is about answering unanswered question or creating that which does not currently exist. Burns, (19942) defines research as a systematic investigation to fins answers to problem. Bulmer (19775) states Nevertheless sociological research , as research is primarily committed to established systematic, reliable and valid knowledge about the social world.Type of ResearchResearch can be classified from three perspectives1 application of the research study2 objectives in undertaking the research3 inquiry mode employedThe researcher research is contain descriptive research type which is regarding the new service for the Primark company which has not any online shopping service. So the researcher will start new online shopping servic e at UK Primark. To finish this research the researcher need both kind of data qualitative data and quantitative data. And some of the data in both of categories contain primary data and secondary data.3.2 What is the Qualitative and Quantitative researchAcademics confirmed that, in the main, two different research areas were distinguished quantitative research, and qualitative research, (White, 2005 Saunders et al., 2007Fisher, 2007). Quantitative research involved an objective way of studying things, whereas a qualitative approach assumed this was difficult and that the research was subjective, as the research issue clearly was in this instance.Distinctions between Quantitative and Qualitative dataQuantitative dataQualitative data* Based on meaning derived from numbers* Collection results in numerical and standardised data* Analysis conducted through the use of diagrams and statistics* Based on meaning* Collection results in requiring classification* Analysis conducted through the use of concepetualisationTable 3 Distinction between Quantitative data and Qualitative datasources Dey (1993)Harvey and Rawlinson (1994) authors experience, Adapted from Sunders M., Thornhill, Lewis, (2009)3.3 Primary and secondary dataResearchers usually start by gathering both the type of data Primary data and secondary data. But most probably first researcher would like to start collect the secondary data. The secondary data can easily available. According to Kotler, Armstrong, Wong Saunders, (2008) Secondary data consist of information that already exists somewhere, having been collected for another purpose. Primary data consist of information collected for the specific purpose at hand. Secondary data can easily available because company can buy that from anywhere. It is provide good starting point for the research and also help to define research problem and objectives. Primary data need to make sure that it will be relevant , accurate, current and unbiased. Primary data col lection calls for the number of decisions on research approaches, contact methods, sampling plan and research instruments. Secondary data is more quickly and available at lower cost than primary data. Sometimes the secondary data cannot be collect by the individual company on its own. Primary data include observation, survey and experiments which is relevant people, actions and situations.3.4 Interview TechniqueThe interview is a qualitative tool of collecting primary data. There are various kinds of conducting interviews such as in-depth interview, semi-structured interview, group focus interview, structured interview, elite interview, ethnographic interview and phenomenological interview. The interviewers can adjust and rearrange questions according to the flow of the conversation. Moreover, there are mainly two types of interviews that can be taken up any researcher which are telephone interviews and personal interviews. Telephone interviews are used extensively is low cost form of personal interviewing that can be used to obtain information quickly. Administration of this approach is easy and has less interview bias problem. However, there are no human interactions, which can lead to interviewer bias or careless behaviour. However, to some extent personal interviews are also been used along with telephonic interviews. We would be conducting semi structured interviews as it suits exploratory research design.3.5 Qualitative DataThe researcher find this all the qusalitative data of strengths weakness, opportunities and threats of Primark by visiting the stores and observing the behaviour of the customers and staff and the management. The SWOT of Primark is highlighted in the table belowSTRENGTHS Most Primark stores are on high streets or shopping malls Prices are reasonable All stores have large trading space. Good interiors, decor and proper signage Experienced retailer for over more than 40 years in operation It provides recyclable eco-friendly bags Frequen t locator and international coverageWEAKNESSES* No online shopping facility available.* Weak public relation campaigns* Shops crowded and services are not up to standard* Mismanagement of clothes and accessories* Dependent on suppliers* Less promotional activity for stores and company* Less number of fitting roomsOPPORTUNITIES Primark can introduce their own store card Have an automatic self scan area Introduce new section like kitchen range, fragrance etc Primark can introduce a refreshment area/cafeteria More advertisement and promotion Tie up and links with various other shops Give more range for 35 years and upwards Can introduce variety supplier and talent Online shopping can also be introducedTHREATS* Unethical practice may jeopardise sales* Price competition* Inflation recession (decline in consumer confidence/low disposable income)* Other store selling for like products e.g. H M, Matalan, Tesco etc.Table 4 Fieldwork Primark SWOT Analyse 3.6 Quantitative DataThe researcher was fortunately able to arrange some interview with some of the Primark managers and customers. The interviews contained both negative and positive replies. However most of the responses were positive.3.6.1 Managers questioner interviewThe below primary data shows what are the opinion of the managers about the online shopping service in UK Primark. All the managers have similar view about this innovation skip to some of them. They are appreciating this innovation. The researcher was arrange 8 interviews with different different Primark managers like Lakeside, Watford, Harrow, Oxford street, Hammersmith. Interviews with the managers give the following responds to the researcherThe first part of the mangers interview questioner is (q1,q2,q3)give the idea about how much they are popular in the market. Averagely their is 10000 to 15000 people visit the store on a day to day basis. And the average spend per person is nearly 10 to 12.Second part of the managers interview questions (q4,q5 ) give the information about the company profit how much profit they are making ob year on year, their profit 112% on annual budget since inception 2006. In this credit crunch situation market is facing trouble but still Primark is increasing their profit on same level.Furthermore the third part of the managers interview questions (q6, q7) provides the details about competitors of Primark in the market. Due to the market situation Primark is the most famous retailers for like for like sales. According to all the managers opinion, competitors are New look, BHs, MS, ASDA, Tesco and so on. Primark also prove itself as own their original Moto Look Good, Pay Less. So many managers says that the Primark is the only one place where people can just get scoks for 2, pair of Mens jeans for 8, and lots of thing people can find for very cheap price at Primark. Even whenever you pass though the high street you can see that most of the people hold Primark bags.Last part of the managers interview questions is part four(q8,q9), which is give us the information about the feasibility vice the online shopping service is good for the company or not. According to my all the 6 interviews with the managers like supervisor managers to HR managers. 70% response for the online shopping service UK Primark is positive, but 30% said that the company is not that much able to introduce the online shopping service.Furthermore interview with the managers showed that Primark is likely to benefit from the introduction of an online shopping service for their customers. Because the company can save the money and can make the money by introducing the online shopping service. Different ways to save the money due to the managers like the need less staff inside the store to manage the store clean and tide-up. Another reason is they need less HR expenses like less training, recruitment and soon. Primark can run their business for 24 hours, and make more money with fewer resources.3.6.1 The second ques tioners survey of CustomersThe researcher did the survey of 50 people from the different part of the London. Thus survey also divided in two different groups Male and Female. Like Harrow, Hammersmith, Hayes, Uxbridge, Ilford and soon. The researcher was make 10 number of questions for the customers to get the positive or negative response to his/ her research. Each questions gives positive answer to the researcher just skip to the some.Furthermore, the researcher get the reply with the Q1, is about how frequently the customers are visiting the Primark, and the answer is positivistic and 100%. To added some more, all most people visiting a Primark ones a month but some people who are visiting Primark more than one it means they visit Primark twice , thrice and fourth. Going towards Q2, which give the ideas about people are shopping from the Primark is planned or unplanned? The response to this question is neutral like 24 people said it is unplanned shopping and 26 said it is planned shopping. The third question also gives the common opinion of the people about with whom they would like to visit the Primark. The researcher gets variety of answers in different kind of options like friends, family alone, others. According to the response most of the people prefer to visit the Primark with friends the survey gives number out of 50 people 24 prefer to visit the Primark with the friends. Second highest number for the family which is 12. At last very less people prefer to

Swot And Pest Analysis Of Easyjet Tourism Essay

Swot And Pest Analysis Of Easyjet Tourism EssayIn this chapter, I will present position and analysis the true position apply both of used SWOT and PEST model.EasyJet seems like very good situation and more expertise will predict have great opportunities for the low-pitched monetary value strategy. Resultingly the saturated merchandise and lack of otherwise choice in the British, competition is likely aggravated ineluct energy followed by acquisition and coalition, an early signboard of which is EasyJets purchase of British Airline subsidiary GO. In UK publicize hose market, gave very less growth opportunities, therefore instruction will be on the other continental market. Next step forward in this direction is a new base going Dutch, Berlin, with flights from 11 European cities, and as well on Eastern Europe. Price strategy was withal the focus point, its refinement their route network. At last, promotion also needs to convince people that it is safe to disappear and con stitute EasyJet as Euro largest low fare airline.3.1 SWOT analysis3.1.1 StrengthsEasyJet was used the bright orange as Pantone 021C, used by no other airline at the time or since. It have a successful financially which they cut out all meals and snacks on travel tour, can reduced the cost of operation. Have more flexible organisation and being seen as an innovative. The airline opened a telephone reservation centre is a strong e-business on 1995. EasyJet is also was a part of the consortium and have awarded by UK air traffic control system National Air Traffic Services (NATS).The tick name EasyJet has all the qualities required for long term memory storage and will non be easy to forget. The airline flies to main terminal airports throughout Europe making it very attractive to business travellers. It gains efficiencies compared to traditional carries with rapid turnaround times, and progressive landing charge agreements with airports, maximizing asset utilization. whiz model of aircraft reduced training, maintenance and supervisory costs. At last, EasyJet has been wisely investing in strong brand build measured like advertising and video shows ensured high brand recall.3.1.2 WeaknessesBelow have some weaknesses for EasyJet organisation. It continued sustenance of cost leadership can be difficult in a can-do market. The two drivers of growth, the focus on price and the focus on convenience seem to be reached their natural limits and differentiation from there could become difficult. The airline does not own the EasyJet brand, its owned by Sir Stelios and as a result, does not have control on its performance of other products and services used the selfsame(prenominal) name. It also loss of usage in future could adversely propel its own market performance. On the other hand, the business model can over time become blurred under competitive pressure and consolidation of the depression Cost Carries (LCC) industry. The airline must be continuously innovativ e to maintain its current advantage in e-tailing. Increased fleet capacity could be difficult to fill during controversy periods and in the face of growing competition in a matured market.3.1.3 OpportunitiesRecent expansion of the EU has resulted in open of new markets for the LCCs. Their low fares will increase movement of job seekers across boarders and also produce the tourism industry, lead to economic growth. Consolidation could help EasyJet to a certain degree offset the pressure on its costs and fares. Otherwise, vertical and horizontal expansion could be an important option for EasyJet for growth in mature markets and offset any future threat of increased in service provider costs. detachment of traditional airlines from less traffic-intense routes could be an opportunity for expanded. EasyJet does not seem to have any flights to Scandinavian capitals like Stockholm and Helsiki where immigrant flow was on the rise.3.1.4 ThreatsThe threats of EasyJet had some factors. terr orism and catastrophic loss can result in lesser air travel and loss of infrastructural support, war threats and outbreak of epidemics or pandemics could increase apprehensions about air travel. Technology advancement in the conduct of business meetings like video conferencing can be detrimental to short distance flights and impending increased in environmental taxes could increase costs. In addition, curb or no slot availability could be hurdle in future expansion plans and due to its limited fuel hedging policy, EasyJet is more vulnerable to fuel price fluctuations increased by variability in its costs. Currency fluctuations is also the factor of threats, it will affect especially the US dollar denominated costs like aircraft purchase, aircraft financing costs, maintenance reserve payments, fuel purchase etc.. Excess capacity and cost cutting simulated military operation by competitors can affect passenger traffic on popular routes. Imitation of some main no-frills features by t raditional airlines on same routes can confuse and blur the distinctive image of any LCC. Additional, traditional players can partly switch over or start their own botch low cost airline. Last, dependence on third party service providers could cause problems when any of these contracts are not renewed or negotiation of competent replacement does not say place or if higher rates are charged.3.2 PEST analysisThe following factors are likely to have an persuade on the EasyJet.3.2.1 Political FactorsIn 1990 the European deregulation of commercial aviation coincided with the expansion of the low cost airline industry. The LCC in the industry were able to take advantage of the relaxed laws and expand their operations. On the other hand, threat of war in the East Euro and EU east enlargement may provide access to workable the new markets were also the political factors of EasyJet.3.2.2 Economical FactorsMercer Management Consulting (2002) reported that the low cost airline market confo rms to the criteria of three components. Firstly, it provides a simple product consisting of no seat reservation, free seating, and adequate in flight service. They are a genuine no frills airline with a simple product offered to the market. Webster (2004) noted EasyJets ability to maintain a high degree of customer focus through a new, user friendly website with an improved booking process.Figure Source intrusion of Low Cost Airline Mercer Management Consultancy 2002Secondly, it is apparent that the low cost airline market is characterised by mergers and acquisitions the expansion of existing low cost airlines and finally, market exits as a result of bankruptcy e.g. Debonair.Furthermore, the low cost carriers operate short haul, point to point traffic with short frequencies, pursue aggressive marketing campaigns and deal with secondary airports. EasyJet, however, has identify in this respect by dealing with major hub airports e.g. Gatwick.Finally, the industry operates a low co st ethos, which is maintained by lean sales, high productivity of resources, low maintenance costs and low wages.3.3.3 Social FactorsThe low cost carriers position their product to leisure travellers and non business travellers, however EasyJet has differentiated by targeting the business and leisure segments. This behavioural segmentation creates a more dynamic edge in comparison to their competitors who solely focus on leisure travel. Thus, EasyJet must ensure that its strategy is tailored to a wider market.Walton (2005) confirmed that EasyJet was presented as a European low cost airline with a current tuition of 26 million passengers in 14 key countries. It has 190 routes to 58 airports and 163 million people live within one hour of EasyJets airports.Figure Low Cost Airlines Gaining Momentum in Europe Schneiderbauer, D. Fainsilber, O. (2000)3.2.4 Technological FactorsLow cost carriers have the ability to maintain a high degree of customer focus through user-friendly websites wi th improved booking processes. These websites have the capability of charging bookings with greater ease and utilising an easy to use fare finder to obtain the cheapest fares. Selling tickets via the technological medium of websites and hence by having no travel agents, they avoid paying agency commissions.