Category: Demography

Introduction

The population of the U.S. and developing nations has been changing in the recent past. According to Kotkin (2010), the population of the United States is growing rapidly and is expected to expand by 100 million by the year 2050. However, the growth in population is uneven as the structure is not balanced.

Further details of the changing demographics of U.S. indicate that the population of middle aged people, which forms the productive labour force has been declining while the life expectancy of the people aged 65 years and above is expected to increase (Kotkin, 2010). The trend is similar in other developed countries such as Japan and United Kingdom (Craine, 2010). These changing population trends have pronounced implications to the business world as discussed bellow.

Implication of Population Demographics

The general increase in population will increase the market and therefore the turnover rates of firms. Since goods are produced for consumption, increased population will provide the needed market for the same. Thus, the management of the business that sells fast moving goods should prepare to increase the stock of the firms to meet the rising demand.

Given that the population growth is uneven, firms are going to incur more compensation costs from training. Majority of the population consists of the young and the old. This implies that the working population that is middle aged and which has the required expertise does not suffice business needs (Wheelen & Hunger, 2011).

As an alternative, the business has to resort to the young and inexperienced population for labour. Such kind of labour must undergo vigorous training at job places before being vested with responsibilities.

Therefore, there will always be some training cost. To curb the same, managers should work towards automation of possible business production lines and device mechanism for retaining their employees (Buckminster, 2012). In addition, improved life expectancy for those aged 60 years and above will lead to increased compensation costs in terms of special medications and pensions. The business should therefore employ people on contracts to curb the same.

The birth replacement for the United States is currently at 2.1 as per the 2010 statistics postulations. According to Crain (2010), the replacement rate or total birth rate dropped in 2008 to 2.08 from the expected 2.1 births per woman. Crain (2010) further notes that the total birth rate dropped by 2% from 2007 and the trend is expected to remain the same based on the United States census postulation. This trend, which is also similar in other developed nations, has pronounced implications to business organizations as discussed bellow.

Conclusion

From the posted statistics, there are no adverse consequences to firms at present. However, the future consequences are adverse and the business must prepare for the same. If the numbers of birth are not enough to replace the required number, companies will experience labour shortage in future. Moreover, the nation will experience a gap in the population age structure. This gap will be costly to firms because of the cost of bridging communication and experience gap (Wheelen & Hunger, 2011).

This will force the business to incur training and development cost. For small business units who might not be able to afford the cost of keeping experienced workers, it will suffer from lack of experience and thus may be forced out of the market. Also, the potential of substandard production is likely in such circumstances. To curb such an eventuality, business should look upon expatriate labour and employ them on contracts.

References

Buckminster, A. (2012). Managerial Implications of Changing Workforce Demographics. Web.

Craine, P. (2010). U.S. Birth Rate Drops Below Replacement Level.

Kotkin, J. (2010). The Changing Demographics of America. Web.

Wheelen, T. L. & Hunger, D. J. (2011). Concepts in Strategic Management and Business Policy: Toward Global Sustainability, 13 ed. Pearson: Prentice Hall.

Introduction

Disasters are extreme events that exceed a community’s ability to cope with them. Hazards (whether originating from technological or natural environments) have significant negative impacts on the community.

It is therefore important to identify, assess, and understand these social vulnerabilities. Social vulnerability perspective emphasizes on the people’s capacity to anticipate, cope with, resist and recover from the impacts of these natural hazards.

It is concerned with the people’s behavioral changes and susceptibility to these changes. Social vulnerability is random and varies across various sections of the community.

It is therefore important to understand these demographics. This paper will address the variability and demographics of these social vulnerabilities.

Demographics of Social Vulnerability

Overview

The social impacts of disasters range from economic, psychosocial, political, and demographic impacts.

Understanding these social impacts provides a basis for pre-impact predictions as well as the development of contingency plans that helps in the prevention of occurrence of adverse consequences in the long term.

Vulnerabilities

Psychosocial Vulnerabilities

According to Perry, Prater & Lindell (2006), these are the impacts of disasters on an individual’s social development. This is evident among victims of disasters in relation to their social environment.

The disaster’s impacts disrupt their social functionalities. Psychosocial impacts include behavioral changes, emotional changes, and changes in appetite and concentration.

Many disaster victims benefit more from their usual social support network made up of family, friends and workmates.

However, the minorities within the community including the elderly, children, ethnic or racial minorities, emergency workers and the most affected families require extra social attention in order to cope with these impacts (Perry et al., 2006).

Economic Impacts

Disasters damage assets thus creating huge economic losses. The direct and indirect costs of repair and replacement are high for households, businesses, and government.

These are assets such as roads, buildings, farms and such others. Destruction of these assets causes a decrease in the quality of life and the society’s productivity (Perry et al., 2006).

Political Impacts

Political disruption and social activism arises due to government’s criticism and political intervention in disaster response and management. Patterns of civil governance may be disrupted by these disasters thus a disruption of political dispensation.

Communities’ and government’s grievances arise from ineffective resource allocation and management policies and their impacts on affected communities (Perry et al., 2006).

Demographic Impacts

Such impacts include the temporary displacement of a segment of the population. Other likely demographic impacts include changes in number of births as well as the number of deaths.

Changes in the population will be present due to the economical, social, and environmental changes arising from the disaster (Perry et al., 2006).

Fundamentals of Demographics of Social Vulnerability

One of the main elements of social vulnerability includes assisting the affected community to cope with and recover from disasters. Communities and policy makers both at the local and national levels should put in place recovery mechanisms and strategies.

Pre-impact interventions such as emergency preparedness practices, hazard mitigation measures and recovery preparedness practices collectively reduce the impacts of the disaster (Perry et al., 2006).

Communities must have acquired response resources such as the necessary facilities, personnel, and equipment. They must constantly update their resources through maintenance of the equipments, training of personnel as well as continued planning and exercises.

The local and national governments in hazard prone communities should also be prepared to take appropriate actions in the event of such disasters (Perry et al., 2006).

Conclusion

Through hazard mitigation, emergency and recovery preparedness practices, communities are able to deal with the impacts of hazards and effectively recover from them.

Social vulnerability perspective therefore seeks to identify these effective means of hazard preparedness and enhance full community recovery after the disaster has taken place.

Reference

Perry, R. W., Prater, C. S., & Lindell, M. K. (2006). Fundamentals of emergency management. Web.

Strategic management can be viewed as one of the management tools that have been widely applied in many organizations across the world. Strategic management is one of the most important business activities that have enabled many organizations to conduct its activities towards the realization of its goals (Cole 2003).

It is through the strategic management that an organization is enabled to direct the members such that they work towards the realization of organizational goals (Hill & Jones 2006). Strategic management therefore involves the efforts in which an organization is involved in and plays a significant role to determine what an organization is as well as what it does.

Demographics are very significant in strategic planning. In fact, demographics are all what matter in planning in the long term. OECD is one of the organizations that heavily rely on demographics in making critical long term decisions (OECD 2011). The main objective of OECD is to come up with the most effective policies that will promote both economic and social well being in the society (Kusek & Rist 2004).

This strategy is even more beneficial to the less developed countries where the majority of the people are living below the poverty line (Office of State Budget and Budget and Management 2011).

In order to be able to come up with most effective policies in various circumstances, OECD must be able to access the appropriate demographics. Through demographics, OECD will be in a position to know the characteristics of each population, an understanding which helps in coming up with the most feasible decisions.

OECD also looks at the issues that affect the ordinary people (Sadler & Craig 2003). In order to be able to achieve this, an organization must be able to access the necessary data about a specific segment of a population. For instance, it will be possible to identify a particular group of the people which is adversely affected by a certain problem (UNFPA 2010).

This can be easily understood by having a thorough analysis of the appropriate demographics about a place. For instance, the organization will be in a position to identify specific segments of a population which has been adversely affected by insecurity (Noel 2011).

This can easily be identified by analyzing the past trends of the data collected. Armed with such information, it will be easier for OECD to come up with the most effective long term policies addressing such issues in such a segment (OECD 2001: Public Sector Leadership for the 21st Century).

According to Jeffs (2008), demographics information in a specific country is very useful in making appropriate policy formulation. Such information includes information about structures, movements, living conditions, distribution and natural resources in a country.

The effectiveness of the course of action taking in particular cases will significantly be determined by the ability of a country to collect, analyze, and use the available information about various aspects in the community.

This information will also be useful in implementation of the policies. For instance, it will help in identifying specific population segments that are adversely affected by a certain problem.

Through such understanding, the policy makers will be in a position to identify the organizations which needs the first priority (Joyce & Wood 2001). One of the areas where this can effectively be applied is in poverty eradication policies. First priority can be given to those segments that are more affected. This promotes equality within the society.

This discussion has clearly revealed the importance of demographics in making the long term plans. In connection to this, it is important to collect and analyze the appropriate data on a certain population. It is also necessary to collect the appropriate data on the development issues that play a major role in policy making (Howes & Tah 2003).

There are several ways through which such information can be retrieved. Over the past years, most countries have been conducting census in order to collect information on various aspects among the population. Important demographics can also be retrieved from administrative registers (Haberberg & Rieple 2008).

For instance, information about deaths, births among others can easily be got from such registers. Thematic and demographic surveys can also be employed in retrieving useful information about a population (Berson 2011).

In order to have effective policies, it is always advisable to implement the policies based on truth. Therefore, the data collected plays a pivotal role in determining the effectiveness of the policies adopted. However, this requires the responsible parties to conduct, analyze, and use the collected data in the most effective way (OECD 2001: Government of the Future).

Conclusion

This discussion has clearly revealed that demographics play a major role in making long term plans in OECD. By collecting and analyzing available data or information about a population, it will be easy to come up with the most effective policies for a certain population segment. OECD is mainly concerned in promoting policies that contributes in improving the overall well being of every person in the society.

In other words, demographics provide direction while making policy recommendations depending on different aspects of a certain population segment. This helps in improving the overall well being of every person in the society as well as reducing disparities among the people.

Reference List

Berson, D. 2011. The Importance of Demographics in Economic Analysis: The Unusual Suspects. Web.

Cole, G. 2003. Strategic Management. London, Cengage Learning EMEA.

Haberberg, A. and Rieple, A. 2008. Strategic Management: Theory and Application. New York, Oxford University Press.

Hill, C. and Jones, G. 2006. Strategic Management: An Integrated Approach. U.S.A, Cengage Learning.

Howes, R. and Tah, J. 2003. Strategic Management Applied To International Construction. London, Thomas Telford

Jeffs, C. 2008. Strategic Management. London, SAGE Publications Ltd.

Joyce, P. and Woods, A. 2001. Strategic Management: A Fresh Approach to Developing Skills, Knowledge and Creativity. U.K, Kogan Page Publishers.

Kusek, J. and Rist, R. 2004.Ten Steps To A Results-Based Monitoring And Evaluation System. Web.

Noel, L. 2011. Strategic Enrolment Management in an Era Of Changing Demographics. Web.

OECD. 2001. Public Sector Leadership for the 21st Century. New York, OECD Publishing.

OECD. 2001. Government of the Future. U.S.A., OECD Publishing.

OECD. 2011. Social and Welfare Statistics. Web.

Office of State Budget and Budget and Management. 2011. Economic Analysis. Web.

Sadler, P. and Craig, J. 2003. Strategic Management. U.K., Kogan Page Publishers.

UNFPA. 2010. Data for Development. Web.

Introduction

Kudler Fine Food intends to increase its customer base and is in the process of creating an Integrated Marketing Communications (IMC) plan that will be used to ensure that the plans they will lay will be met. This will be achieved by following the laid out integrated marketing communications plan.

This document therefore assesses the importance of demographic and psychographic information in the development of marketing strategies. It also explains when to use this data in making marketing decisions.

The importance of demographic and psychographic data is analyzed by this paper and its importance is also evaluated.

These data is important to any organization and analysis of their importance needs to be done by any company that plans to increase its customer base. The paper also deals with the position strategies against competitors and when to apply segmentation when dealing with the market that Kudler Fine Foods Company deals with.

The use of demographic, psychographic, geographic and behavioral segmentation in making marketing decisions

Segmentation is one of the most important elements while marketing products. This is the division of the market according to certain criteria (McDonald & Dunbar, 2004). The division of the market may be according to the geographical positions of the customers, their behavior in the market or depending on their demography. The application of any of the above segmentation is dependent on the nature of the market.

Geographical segmentation may prove to be useful in a situation where the people living within a particular area demand a given product. This means that the customers will be divided into these regions depending on their needs. Efforts are made to ensure the specific needs of each area are taken care of. The market should also be analyzed to check the behavior of the customers and how they consume the company’s products.

The consumers may also be categorized as either heavy users of a particular product or light users. Some of them are loyal to a particular product. The analysis of this behavior pattern will be helpful for Kudler Fine Foods. It will enable the company establish how to divide the market in terms of the behavioral patterns. The psychographic segmentation follows the same conditions as the behavioral segmentation.

Demographic segmentation should also be considered. This plays an important role as it divides the market into different groups. This may be according to the age or even the living standards of the consumers. The company also needs to carry out an analysis to determine the consumption of its products following these lines.

This will ensure that all the categories of the consumers are well taken care of. Proper treatment of the current customers may trigger an increase in the customer base when the news about their treatment spreads to the other consumers.

The use of segmentation is also important. In marketing strategies, this ensures that all the different types of the customer’s needs are met. The customers are also divided according to their needs and the products that they consume. This makes it easy to manage the marketing strategies to use for a particular group of customers.

The use of segmentation also makes marketing effective as the different groups of the customers are treated according to their situations. For example an advertisement that is meant for the young people cannot be used for the old group.

This makes marketing effective and efficient. Therefore segmentation as a whole ensures that the market is well taken care of individually for the segments and also collectively as a whole and all the customers are reached.

Importance of demographic and psychographic data in marketing decisions for Kudler Fine Foods

The demographic data as well as the psychographic data that is obtained by Kudler Fine Foods during its research is of great importance. The availability of both psychographic and demographic data will help Kudler Fine Foods to be able to countercheck the current strategies it is employing and improve them depending on the needs of its consumers.

The data also enables the company to come up with decisions that are based on tangible research. Availability of the data ensures that accurate forecasts for the company are carried out. The findings of these forecasts can therefore be trusted since they are conducted after research has been carried out.

It also provides the company with information about its consumers and this will help to identify the areas to focus on more in terms of its marketing strategies. It also helps the company to identify what strategies to employ depending on the nature of the market (Hutt & Speh, 2002).

Positioning strategies

The first positioning strategy that the company may employ is the pricing strategy. Since the company intends to improve the efficiency of its operations, the price of producing or importing its products will gradually reduce.

This can be used to the advantage of the company by ensuring that the prices of its commodities are also reduced. The use of this strategy may also help the company in dealing with its competitors. The reduction of the price will ensure that the company gets more customers as the prices of their products are less compared to those of their competitors.

Another positioning strategy that may be employed is the positioning based on the use of the products they produce. Proper analysis should be carried out to ensure that the demand for the various products that the company offers at different periods is established.

This is important since it will enable the company to establish the products that have a higher demand at a given time. This ensures that the consumers are always satisfied.

The other positioning strategy that can be implemented is based on consumer benefits. This may be implemented in the form of a loyalty program. The consistent consumers of a product in this case are rewarded as a result of consuming the product. This will serve to mainly attract the younger generation who are more attracted by the incentives.

The new customers will therefore increase the consumer base of the company and therefore its profitability. The company should also promote itself by enlightening the consumers about their imported products. This may sound more appealing to some of the consumers who have the belief that imported products are better than the locally manufactured products.

Conclusion

The demographic and psychographic data is important while developing the marketing strategy for any company. This is because it provides the company with the actual details on how the market is. The positioning strategies are also important and mainly because they give the company an upper hand against the other competitors.

As it has been explained, strategies such as the provision of benefits to the customers acts to assist in ensuring that the competitors are taken care of since the customers become loyal to the company and its products.

Proper analysis of demographic and psychographic data should be conducted before making important business marketing decisions since the result of the analysis of this data will provide a good base for the company’s decision making. The position strategies that are developed by the company should also be based on information that is obtained after analysis of this data.

References

Hutt, M. D., & Speh, T. W. (2002). Business Marketing Management. Ohio: South Western.

McDonald, M., & Dunbar, I. (2004). Market Segmentation. London: MacMillian.

The change in population demographics in America has a major impact on the type of products demanded in the market. There are more single adults in the population, which means that the products and services demanded to differ (Kotler 213).

Single people consume different products and services, hence the need for companies to use demographic change factors when determining their target market. Marketers have to determine the population demographic to establish the type of products or services to provide in the market (Pride 254). The demographic shift will change consumer behavior since the market has more single adults who have different needs and expectations. It is expected that most products and services used by single adults will have a high demand in the market, hence a shift in consumer purchasing behavior (Shankar 130). Factors that influence the consumer to buy a product will change, hence a shift in the purchasing patterns since they have different lifestyles from those married.

Products and services in the market are expected to change to reflect the lifestyle of the single adults in the market. Companies will recognize the market opportunity hence ensuring that they provide products and services that will satisfy their needs (Pride 64). In addition, the organization’s marketing strategy will change to ensure that the firms’ products and services are consumed in the market. The new marketing strategy will target the single adults in America to ensure that they understand the organizations’ products or services in the market and the ways they meet their needs and expectations (Shankar 272).

Business-to-business markets differ from business-to-consumer since they have different modes of marketing. Business-to-business marketing has fewer distribution channels compared to business-to-consumer marketing. Business-to-consumer marketing is controlled through emotions since the business has to attract more customers by appealing to them (Pride 188). However, business-to-business marketing is business or task-oriented to ensure that each firm gets what it needs in its production process.

It is difficult for organizations to establish what is ethical or unethical behavior due to the cultural difference in the market and in the firm. Every culture has certain values and beliefs, which differ from others, hence making it difficult to determine what should be considered ethical or unethical (Kotler 108).

The first category of buyers is the producers. These are firms that purchase raw material to produce products for the market. For instance, McDonald’s purchases raw materials such as flour to produce food for the market. The second category of buyers is the resellers (Pride 57).

Resellers purchase goods or services from the manufacturers with the aim of selling them without changing the products. For instance, Walmart purchases products from different companies to sell them to retailers and consumers. The third is the Governments. This occurs when a company sells its products or services to a country such as the United States. The final category is the institutions. Institution purchases products from companies to enable them to attain their goals (Shankar 97). For instance, the Red Cross purchases products from different companies to ensure they deliver their services efficiently.

A professional buyer has the following duties: determine product availability, analyzing a company’s sales level, negotiating prices, keeping track of market changes, determining suppliers, and tracking advertisements. In addition, a professional buyer must keep track of the demand and supply in the market (Kotler 76).

Work Cited

Kotler, Philip. Principles of Marketing. Boston: Pearson, 2014. Print.

Pride, William. Marketing Principles. South Melbourne: Cengage Learning, 2015. Print.

Shankar, Venkatesh. Handbook of Marketing Strategy. Cheltenham: Edward Elgar Pub, 2012. Print.

Workforce Demographics of the UAE

According to the report of Ministry of Economy (2013), more than 65% people are rate of economically active; however, Malit & Youha (2013) stated that this country is a popular destination for temporary labor migrants since 80% of total people are migrants (come mainly from India, Bangladesh, Pakistan, and other GCC countries) and only 20% people are national inhabitants.

At the same time, Malit & Youha (2013) argued that more than 90% expatriates are working in the private sectors; moreover, expatriates are hardworking and motivated, but all of them are not high-skilled migrants; however, unemployment rate was only 4.6% in 2011. However, the next table and graph provide more information about demographics of the workforce:

Table 1: The Demographics of the workforce in UAE. Source: Self generated.

The Impact of Demographics on Workforce in Context of HR Practices

FAHR (2014) argued that the government of the UAE has already established a regulatory body to manage and administer the HR practice, which carried out the responsibility to introduce performance measurement as well as to ensure safe workplace environment by amending the federal law; government has aimed to attain the most beneficial system for both employer and employees.

Malit & Youha (2013) added that the government of UAE substantively transformed the Kafala system to enlighten the expatriate workforce and urged to provide equal opportunity, but the practical scenario is very different where the domestic workers enjoy enhanced scopes and facilities; in contrast, the expatriate workforces are discriminated and abused regularly.

The government of this country has gained remarkable success to attain cost efficiency for workforce, but demolished international standards of workers rights for expatriates in many ways, such as, wage exploitation, restraint on employees union, limit on expression, rape, and physical torture over the female employees and even killing expatriates in the open street without bothering global protest.

Mansour (2014) added that ongoing imbalance of demographics composition of the UAE has generated public policy crisis in the country and turned the local citizens into minority in their native land; however, the demand of skilled foreign labor force will increase within few years though present HR practice allow them to abuse expatriate.

The Influence of Demographics on Organizational Performance

Organizational performance of the private and public companies is differ due to the number of expatriates because employers of private firms exploit the employees in many cases, which affect on the aggregate performance; therefore, staff turnover rate is increasing significantly (Malit & Youha, 2013).

On the other hand, organizational performance of this nation has influenced by many factors, such as, communication problems, lack of knowledge workers, skilled labor force, different policy of the government, ethical dilemmas, reword policy, legal framework and so on; however, all these issues directly linked with the demographics of the workforce (Malit & Youha, 2013).

The leaders of the companies need to arrange special training program in order to develop skilled labor force, implement particular project, and eliminate communication problems; however, the UAE nationals mainly seek public sector jobs for which public companies are not facing such crisis and performance of public organization is satisfactory level to reach objectives (Malit & Youha, 2013).

Reference List

FAHR. (2014). Employee Performance Measurement System. Web.

Malit, F. & Youha, A. (2013). Labor Migration in the United Arab Emirates: Challenges and Responses. Web.

Mansour, A. (2014). The Population Imbalance as a Public Policy Problem in United Arab Emirates. Web.

Ministry of Economy. (2013). Annual Economic Report 2013. Web.

Introduction

The turbulent market and increased competition have made market segmentation, product positioning and market targeting to be of due influence for the success of the organization. Market segmentation is a paramount approach to market strategy and provides the route into which the product is supplied to the right market. Customer diversity has made many organizations to differentiate their products to have competitive advantage through enabling and formulating the right market mix and strategies to enter the market. There are diverse approaches that a specific market can be analyzed and segmented to fulfill the vision and mission of the organization. Some of the segmenting approaches are the geo-demographic, social class, behavioral and preference to name some. Thus, the aim of this paper is to analyze which segmentation approach is better, is it geo-demographic or social class segmentation.

Discussion

Social class segmentation brings into consideration social stratification through the division of members into distinct social hierarchies. The amount of status that a member of a given class has in relation to other classes defines social class (Croft 34). Social class stratification brings into consideration six distinct classes: from upper to lower. On the other hand, geo-demographic segmentation combines geographic segmentation with socio-economic factors in locating the required market for a given product.

Geo-demographic segmentation is an important approach that the organization should adopt. This type of segmentation factors the geographic location in which the market should be picked, and social and economic considerations or position of the given market (Wedel & Kamakura 20). From this perspective, the approach of social class that the co-worker prefers is put into consideration by the geo-demographic segmentation. Geo-demographic segmentation factors social class and economic class in the way that it approaches its market. Thus, it combines many factors in picking the right market that should be penetrated by the organization (Weinstein 98).

Globalization is a factor that is growing at a faster rate and the main cause of competition. Social class segmentation does not put into consideration geographic regions to aid in globalization. Geo-demographic can utilize its two edged approach in developing the right market that the organization can have a competitive edge. Through its geographic segmentation, it can pick a given location and with the help of the demographic segmentation, it can easily understand the taste, preferences and standards of a given population developing the right marketing strategies to penetrate the given market (McDonald & Dunbar 90).

Geo-demographic segmentation ensures that the given market is understood and requirements of the given market are given consideration. For example, the BMW motorcar company may develop different variety of vehicles depending on the taste and requirements of their customers and they have to factor into consideration the terrain and road nature that the cars will be driven on. In such a situation, social class cannot play an important role, but geo-demographic is suitable because the manufactured vehicles may be marketed at a given terrain (Weinstein 89). Thus, it is crucial that the given location is understood so that a given product can be easily embraced by the given market depending on their disposable incomes.

Conclusion

Geo-demographic segmentation is a better approach to segmentation compared to social class approach. From the regions of globalization, usability and the taste of customers will ensure that the organization has a competitive edge against its competitors.

Works Cited

Croft, W. Market Segmentation: A Step-by-Step Guide to Profitable New Business. London: Routledge, 1994.

McDonald, M. & Dunbar, I. Market Segmentation: How to Do It. How to Profit from It. London: Palgrave Macmillan, 1998.

Weinstein, A. Market Segmentation Approaches, 2^nd Ed. New York: Probus Publishers, 1994.

Wedel, M. & Kamakura, W. Market Segmentation: Conceptual and Methodological Foundations, 2^nd Ed. New York: Springer Publishers, 2000.

Implications of demographic forces in the Recruitment Industry

Demographic factors within the recruitment sector can affect human resource supply and the structural productivity of the labor market. Data from various studies show that people are living longer, and many women and millennials (15 to 24 years) are entering the workforce (Mester, 2017). These changes in age and gender distributions will lead to a three to four percent increase in the supply of skilled personnel. As the aging populace increases, the number of business and tech start-ups is likely to decrease, leading to a decline in structural and economic productivity (Mester, 2017). Additionally, baby boomers have higher job experience than younger populaces, given that they rarely change jobs. However, job immobility can have negative implications for work productivity in the long run due to the lack of skill mix.

Advantages and disadvantages of technological changes

Security is a trade-off for workplaces which rely on technology. Mobile and computer systems are typically susceptible to cyber-attacks and data losses. Recruiters can also use technology to efficiently select ideal candidates by easily screening and cross-referencing keywords in an applicant’s resume within a large applicant pool. The internet can also provide a convenient way to communicate with applicants without the need for job advertising and postage fees which were typical of traditional job postings. In hindsight, e-recruitment can attract fraudulent applicants, hence diluting the quality of the talent pool. Technology can also pose workplace distractions reducing employees’ productivity in the long run.

How technology can be beneficial to workplaces

Companies can use technology to improve productivity and collaboration practices in the workplace. Communication breakdowns in the workplace can lead to delays, errors, and inefficiencies within the organization. However, the use of hi-tech devices can resolve these issues by improving the dissemination of information which, in turn, can facilitate workplace coordination and teamwork (Dukes, 2019). The utilization of up-to-date technologies can also play a crucial role in fostering aspects such as innovation within the workforce, accuracy in computation analysis, job efficiency, safety and security, and increased productivity.

References

Dukes, E. (2019). 5 ways technology in the workplace has improved our lives. Iofficecorp. Web.

Mester, L. J. (2017). Demographics and their implications for the economy and policy. Federal Reserve Bank of Cleveland. Web.

Introduction

There are significant “demographic changes taking place in organizations today and such changes will persist into the future” (Lerman and Schmidt 1). The emerging trends are due to changes in the population growth and globalization. The workforce will continue to change as workers from other parts of the world account for “a sizable population of the workforce in an organization” (Lerman and Schmidt 1).

Recent changes in the labor market have also affected the workplace environment. Employers recruit a diverse workforce in terms of ethnicity or race, gender, skills, age and other emerging members of the society, such as gays, lesbians, bisexual and transgender (GLBT) groups (IBM 2010).

Such diversities require broad assessments in terms of their effects on organizations. Most employers strive to implement policies that can assist in sustaining such diversities among workers. At the same time, organizations also strive to create understanding among employees with regard to such changes in demographic trends.

This essays looks at effects of demographic changes in organizations and how organizations can cope with such trends. Thus, we look at age, gender, ethnicity, and GBLT with specific cases from some organizations.

Current studies

According to Lerman and Schmidt, notable demographic changes shall occur in the labor market over the next 10 to 15 years (Lerman and Schmidt 3). These scholars note that such changes occur due to growth in populations and immigration people from other countries.

In her study, Helene David identified four main demographic trends in the workforce. These included the educated young workforce, the aging workforce, changing roles of female and narrowing age gap among employees. She concluded that these were changes affecting all organizations across the globe (David 22).

The emergence of the ageing workforce now affects both developed and developing countries. The number of older workforce is growing steadily. Changes in the population growth affect this trend. The post-war baby boomers of 1960s have aged. The new generation Y has emerged to take their places.

Thus, such changes have impacted the labor market and organizations have turned to young employees to replace baby boomers. David notes that the ageing workforce has also affected social issues in organizations through rising costs of welfare programs. Though some these employees have retired, a substantial number continues to work with young employees. This has created a generational mix in organizations.

The generational mix between the aged and young employees occurs due to participation of different age groups in organizations. Policies and some government directives influence organizational decisions on hiring. As a result, most organizations have both generations as workforce. The retirement age differs across countries. This affects the proportion of the older generation in organizations.

On the other hand, organizations also have low rates of hiring young workers. Consequently, the generational mix persists in organizations. As a result, most organizations have both generations as workforce.

The introduction of retirement age differs across countries. This affects the proportion of the older generation in organizations. On the other hand, organizations also have low rates of hiring young workers. Consequently, the generational mix persists in organizations.

Young employees have higher levels of education than their older counterparts. The younger workforce takes time pursuing education in specialized areas. This tendency has created the idea of knowledge workers that organizations strive to keep and maintain. The trend has become significant in the new information economy due to rapid technological developments.

Helene argues that education, training, and knowledge levels of workers influence characteristic of today’s workforce, particularly the younger generation (David 24). Organizations have turned for flexibility and qualification when recruiting workers. At the same time, they also need higher levels of experience among aged employees. This condition has created conflict, inter-generation tension, and exclusion in organizations.

Activity rates of female workers in organizations have changed significantly. Sexual division that characterized the past workforce in organizations is on the decline as women continue to play key management roles that require high standards of competence. Organizations such as IBM, HP, Kraft Foods, and Xerox among others have women as senior executives.

This shows how such organizations value diversity in the workforce and changing roles of women in the knowledge economy. Organizations also try to accommodate diverse needs of women through balancing work and family life. As a result, some women have flexible work schedules than their male counterparts.

Globalization has also created movements among people. Therefore, workforce no longer consists of a single race, but rather a mixture of races. This has led to cases of racial tensions. On the same note, there are also cases of GLBT among employees. This is an emerging trend across the globe and organizations must find ways of handling such diversities.

Effects of Demographic changes in organizations (IBM and Google)

Race and Ethnicity

Organizational management policies must account for diverse ethnic and racial differences that dominate today’s workforce. This is necessary for long-term benefits and exploitation of human resources. For instance, IBM and Google have to handle cases of racial tensions that exist among employees from diverse ethnic backgrounds. These are also companies with globe presence.

Consequently, these organizations can post some of their employees to their subsidiaries across the globe. These organizations have enacted policies that promote equal opportunities and fair participation for all their employees.

Google and IBM have business activities that enhance multiracial interaction. These organizations have included training as the key to successful management of racial tensions among their employees (Google 2012; IBM 2010).

Training programs have been effective in promoting interaction among workers from different ethnic backgrounds. This approach reduces tension, promotes cultural exchanges, and frequent interactions among employees for benefits of their organizations. As a result, we can notice benefits of a diverse workforce in Google and IBM.

These organizations view changing trends in demographic compositions of their workforce as opportunities that can propel their globe strategies. This explains why IBM and Google strive for inclusion policies and equal opportunities for all. Inclusion of demographic differences aid organizations in conflict resolution. This is how IBM and Google manage their employees that consist of different races from all over the world.

Generational Differences

This is a major source of conflicts among employees in every organization. For instance, in Google and IBM, most of their old workers grew in these companies and accumulated vast experience.

However, this category of workforce worries about job security and replacement by young and dynamic workforce. Conversely, young workers main concerns are vast and range from hefty rewards, changes of status quo to the desire to rise to executive levels.

The problem also arises from executing orders from their superiors. This workforce also has vast knowledge in technology. The knowledge gap, age gap, and differences in experience may result into tension among these categories of workers.

Organizational policies should harmonize such diversity for strategic benefits of employees and organizations. Google and IBM have been able to exploit both experience of old workers and technology knowledge of young workers.

IBM and Google encourage their management teams to identify potential opportunities and challenges that may result from differences in age among their employees. IBM and Google have established policies that promote effectiveness management across departments so that all employees actively contribute for success.

These companies create teamwork and encourage multigenerational employees to work together for knowledge exchange and experience gains. Therefore, teamwork and involvement are better approaches that can reduce multigenerational differences in an organization.

Gender differences

Most organizations experience gender-related issues across the globe, such as pay, working hours, family issues and roles among others. However, IBM and Google have created opportunities for women employees to pursue their careers through leadership programs. In addition, these companies also encourage women to apply for available job openings.

The past trends whereby roles of women, pay, and career growths were narrow have changed as organizations become flexible. Consequently, the number of female workers has increased alongside their pay and activities.

Despite such developments in working environments, women still face challenges related to their family responsibilities. In fact, there are cases where women have agreed to pay cuts so as to spend much time with their families. The old workforce also faces challenges of health, disabilities and other conditions. These conditions affect their outputs.

Organizational strategies of managing demographic changes and their effects

These strategies involve effective approaches that aim at building and maintaining diverse, productive, and high quality employees that deliver organizational objectives. Such strategies aim at attracting, recruiting, hiring, developing, managing, rewarding, and retaining diverse and a high quality workforce (IBM 1).

IBM and Google have global diversity strategies that manage their diverse workforce and encourage inclusions. As such, they focus on cultural differences and formulation of inclusion programs that can attract, recruit, and retain skillful employees.

Google and IBM rely on diversity as a means of promoting cultures of creativity and innovation in organizations. These organizations believe that diversity programs should not only account for the normal spheres of sexual, gender, race, age, and religion, but also include differences across the globe.

These organizations look at diversity in terms of global strategies that can promote business growth. Consequently, these companies can appeal to their diverse workforce and markets they serve.

IBM and Google have also enacted an approach of Equal Opportunity Policy. This policy promotes equal opportunities among all employees. IBM and Google do not hire workers based on their color, race or creed. This enhances reputations of these organizations across the globe.

Both companies have realized the value of equal opportunities for all and its effects in terms of building a high quality workforce. Equal opportunity policy also ensures that only best candidates get jobs irrespective of their diverse backgrounds or disabilities.

IBM and Google also use inclusion programs worldwide in recruiting and hiring employees. These organizations rely on their executives for supporting implementation of workforce diversity in their subsidiaries worldwide. This also applies to employees who receive trainings on the concept of an inclusive working environment in an organization.

IBM and Google have recognized demographic changes in the labor market. As a result, these organizations strive to change their human resource policies to reflect such changes in the labor market.

IBM and Google have realized the relevance of effective diversity programs in recruiting employees from a diverse and competitive labor market. Google and IBM have used diversity programs as a strategy in the global labor to attract and retain talented employees.

As leaders in workforce diversity, Google and IBM have several programs that focus on recognizing demographic changes in the labor market. These companies aim at instilling changes among their employees and markets they serve.

IBM and Google have noticed important roles women play in modern organizations. Consequently, these organizations encourage women to take leadership positions. This is a shift from the past where leadership opportunities were mainly available to male workers. These companies have also been hiring female workers in specialized areas of their operation such as IT.

Consequently, such approaches have increased populations of female workers in corporate fields. IBM has a program known as Women in Technology specifically for female in IT. This program aims to support the “growth, achievement, advancement, recognition and promotion women in the organization” (IBM 2010).

IBM and Google aims at representing people with disabilities at every department of their operation. These organizations have ongoing commitments to support employees with disabilities through relying on strategies that ensure inclusion of such workers. These companies also create a friendly environment for workforce with disabilities to ensure that they work in supportive environments.

IBM and Google have opportunities that encourage interactions among different age groups in their workforce. Thus, these organizations strive to create flexible and dynamic workplaces that can meet diverse needs of today’s workforce.

As a result, employees can work without age-related barriers, tight working hours. In addition, they also a variety of work style options, lifestyle choices, continued learning and job satisfaction, and an ongoing connection to their communities through Meet the Googlers and IBM’s Global Diversity Workforce program among others (Google 2012).

Google and IBM also account for their controversial employees that consist of GLBT. At the same time, these companies must also comply with regulations of various countries regarding GLBT.

Google and IBM have created working environments where GLBT can experience positive working environments. This creates opportunities where GLBT can make positive contributions in terms of skills, experiences, and outputs for their organizations (Thomas 98).

Conclusion

As employers of workers with diverse demographic characteristics, Google and IBM have made significant steps for fair treatment and inclusion of all workers. However, these companies still need to enhance their efforts. Google and IBM have best chances of demonstrating their commitment to promote diverse demographic characteristics in organizations and still maintain high quality workforce.

These companies demonstrate some of the best strategies which other organizations can apply to manage demographic changes among the workforce. These are innovative strategies that can build and maintain a high quality workforce that is capable of positive results.

This is true in cases of IBM and Google business performances. Thus, it is necessary that organizations conduct demographic audit and provide solutions that ensure equal opportunities, participation, and inclusion of all employees for positive results.

Therefore, other organizations can learn from Google and IBM, and share their experiences in order to build and maintain a positive working environment amidst changing demographic trends in their workforce.

In fact, IBM and Google programs on minorities and GLBT are formal mentorship programs that can enhance inclusions across the globe. These companies have also noticed that their competitive strategies depend on their diversity agendas in approaching new markets and making substantial business returns.

Works Cited

David, Helene. Recent Changes in the World of Work. Quebec: University of Montreal, 2001. Print.

Google. Diversity in our workforce. 2012. Web. <https://diversity.google/>.

IBM. “Global Workforce Diversity.” Executive Corner 3 (2010): 1-7. Print.

Lerman, Robert and Stefanie Schmidt. Trends and Challenges for Work in the 21st Century: An overview of economic, social, and demographic trends affecting the US labor market. Washington, D.C.: The Urban Institute, 1999. Print.

Thomas, David. “Diversity as strategy.” Harvard Business Review 82.9 (2004): 98–108. Print.

Executive summary

The findings retrieved from the survey conducted to determine the different factors which could affect the Cingular wireless demand. As discussed in the research’s methodology, the data obtained from this survey will be analysed by using SPSS.

The report starts by identifying the sample size’s demographic profile. It will then discuss the findings obtained from the surveys main points, namely coverage area customers, ability to make or receives calls from anywhere, getting few calls dropped and good voice quality. It moves to discuss these major findings in close relation to the theories of consumer psychology and behaviour patterns with regards to Cingular consumption. These are all summarized and reiterated in the concluding section of this report.

Data was collected using survey of research and it followed with an analysis of the results. It is said that results are reliable in the accuracy of the actual measuring instrument, where the sample group mostly represent the population. Regarding the validity of the findings, the results would decipher the analysis of the data collected and measured, providing a detailed evaluation of the findings with answering research questions.

The last part of the survey questionnaire was created to gather information on the demographic characteristics of the survey’s respondents. This information was then utilized for classification purposes and is illustrated by the figures below. A total of 402 questionnaires were sent to customers, convenience sampling was used to reflect the personal opinion of respondents who had wireless services.

Background

From time to time, there are exceptional people that come into the world and revolutionize the way we live and think. The seeds they sow multiply infinitely and they all start with a brilliant idea. Alexander Graham Bell invented the telephone, making connections between people a dial away. Thomas Alva Edison’s creativity made electricity available to homes and commercial establishments that greatly aided in the early industrialization of the modern world.

With the interconnectivity by telephone and movement of commodities facilitated by mass transport, commerce had an unprecedented boom. People were having better things that were coming from different parts of the world and it was all made possible by a spark in the mind of some brilliant people. What these people possessed were powerful ideas that not only changed the world, it transfigured the way we think (Vargas, 2008).

Statement of the problem

In spite of having an apparently largest market share, the company wishes to increase their market. A number of customers have expressed lack of satisfaction with the services offered. This has created the need for an investigation the factors that affect customer service delivery in wireless services.

Approach and research questions

This research paper aims to identify specific qualities required by customers in using the wireless phone and create a plan for effective measurement of the same and drawing inferences logically from the data gathered. The research plan aims to draw from circumstantial measurements that point directly towards the parameters as there are no direct measures and/or measuring techniques that are available to measure the aforesaid parameters.

Data is to be gathered over protracted periods of time either from the past or into the future depending on the time frame available to the researcher. If a purely theoretical perspective is to be drawn, it is strongly recommended that measurements be done into the future, keeping the researcher as a control group leader and using data from non-control groups as well as the control groups and drawing a comparison. However, since the luxury of time is not available it is strongly recommended that data from the past be gathered and experiential and theoretical models be drawn as a result of this research.

One element of caution that needs to be maintained right through the research by the supervisor of the research is that personal biases of the supervisor must not impact recording of the observations during research. This is one key skill and behavior that essentially needs to be exhibited by the researcher during the course of the research. If this caution is not exercised, the entire effort would not yield appropriate results and may not give room for new learning in this field.

However, considering the fact that research concerning the market research is fairly lacking in detail, theories are also somewhat lacking. In order to develop theories, data will be collected from various books, journals and studies. Once the data has been compiled, I will then seek to add evidence to theories relating to the fact that certain factors influence the success of the wireless services (Edwards and Day, 2007; Gonring, 2005).

Objectives of market research

The aim of this paper is the establishment of possible marketing strategies to significantly improve Cingular market. In order to achieve the aim, there are several objectives to complete step by step:

• To analyze and compare the collected data in various time segment
• To gather and compare Cingular’s and its competitors’ marketing market share in each segment
• To conduct a survey related to customers’ opinion about Cingular
• To find out main barriers that stops Cingular from taking more market share
• To establish responsive and proactive marketing strategies

By consequence, the paper should be able to explain and help AT & T re-identify the marketing segmentations for the market; and to provide relevant strategies.

Research questions

This investigation will endeavor to answer the following questions:

• How do you find the services and the features of Cingular?
• What is currently the market share of Cingular in the market?
• Which wireless phone features that motivates customers to use the services of a company?
• Is the customer’s choice affected by his level of education?

Research design and procedures

This study will use the quantitative and comparative methodological approach to understand the relationship between the variables. The research design is a correlation design utilizing survey methodology and comparison of current scientific findings from scholars with different perspectives. It is important to note that this study cannot claim one variable caused or did not cause usage of Cingular, as other factors have not been examined to determine this fully and objectively.

Thus, this study can only examine whether Cingular product is better from others and draw conclusions based on the findings. Attributing cause and effect is however beyond the scope of this study’s size. Thereby, because the analyses are based on correlation and not true experimental design with randomization, cause and effect cannot be attributed without losing academic objectivity and hence jeopardizing the credibility of this study (Clow, 2009; Kotler and Keller, 2008.).

Survey

The instruments of this study will be a survey included with a self-designed questionnaire, which will be mailed to each participant at individual level and self-administered interviews with various people by taking appointments from them. The instrument of mail-based survey has been found the most economic and optimal way for research purposes. In this study, the information will be retrieved at individual levels. As this study is a cross-cultural research, the survey and interview questions was designed with similar style.

The protection of the human subjects, who will be involved in this study, will be of prime importance for us because any inappropriateness may cause serious dangers to their lives. In mail-based survey method of research, the contact with the subjects will not be direct, so they will not need much protection as in the case of interviews. However, a complete code of conduct will be included in this study for both interviewers and interviewee. The purpose of the research will be conveyed to every participant in order to avoid any lack of trust and confidence before starting research, which has been declared quite mandatory for any research proposal, either qualitative or quantitative. In addition, this study will also identify the basic needs to participants so as to restrain them from any risk or vulnerable situation. For this purpose, it is also intended to develop a consent form and get it signed by every participant before proceeding for interview. In addition, the information provided by every participant will be kept confidential. Every participant will be provided with a booklet of instructions in which ethical codes will be given to them, detailing the operating procedure of interviews. In other words, it will be tried to adhere with ethical norms of research studies so as to refrain from unethical actions and subsequently, deviant measures.

Sampling Plan

The sampling for this research is actually very simple. 402 participants from all the 51 states were sampled while a convenience sampling was done for the time period.

Sampling

There are two types of sampling, probability sampling and non-probability sampling. The probability sampling is further divided in to three types of sampling, which are Simple Random Sampling, Stratified Random Sampling, and Multi-Stage Sampling. The non-probability sampling is the most simple, yet it is the most unreliable form of sampling. The non-probability sampling is unreliable because of the fact that the samples are not based on the probability of their occurrence, rather on the convenience of the sampler.

The probability sampling is the more commonly accepted and implemented form of sampling. The first kind of sampling is the simple random sampling, this sampling is the as the name applies the simplest application of the random sampling techniques. This technique of sampling only takes in to account the basic requisite without considering the complications involved the sampling procedure due to the complicated demographic setup (Kalton, 1983).

The Stratified Random Sampling is designed to take in to account the complicate demographic setup, and the data is even more accurate however, the information in the Stratified Random Sampling takes more resources for compilation and as such, it is not a preferred means of gathering samples if the population is insignificant or simple in its arrangement and structure. The last form of sampling is the Multi-Stage Sampling, which may either employ the technique of Simple Random Sampling or Stratified Random Sampling; mostly Stratified random Sampling is used.

The Multi-Stage Sampling is used in places where the amount of data is large and the sample must contain a representation of the different samples within the population. The Multi-Stage Sampling is used in places where the data is too complicated or the population is too. So in order to ease the process, the sampling is broken down in stages to allow for a smooth and relatively easy development of the sampling data (Fowler, 2009).

Sampling frame refers to the names of module parts of society from which the sample is going to be obtained. Still in the same case, sampling method refers to the technique in which the sample is going to be collected. Let us consider a research on finding out the customer’s preference to Cingular phone. Stratified sampling is one of the methods used in sampling a population. This involves the act of isolating a vast population into subgroups with the by systematic sampling and taking a haphazard sample from each of the subgroups. Random sampling minimizes sampling error in a population. Hence, this augments the accuracy of any method of estimation used. The criteria for selection of stratification variables include a number of strata, stratifying variables, collapsed strata, equal allocation, small strata and highly skewed distributions (Boone and Kurtz, 1999).

Quantitative research methods can be used to gain access to a large sample size, which could not be accessed otherwise, by using qualitative data. Large sample sizes are the prime reason why such research methods are employed. Although the ability to handle large sample size is a strong point in itself, it provides various other benefits as well. Studies have shown that when the proportion of sample size increases with respect to the total population the chances of any errors or mistakes are reduced (Schultz, Tannenbaum and Lauterborn, 2004). Since the consumer service sector is targeting large samples, the quantitative research methods are fulfilling the dual purpose; one is to provide access to general public/ customers/ clients and the other is to reduce the chance of error; deviation of estimated results from real figures (Nash, 2000; Smith, 2007).

Overall demographics

The what, who, where and when questions in connection with the target individuals of the marketing approach that the company needs to adhere to specifically points out towards the more convenient way of addressing the marketing specifics that needs to be given careful care. To better specify these definitive aspects of marketing, this section shall define the said aspects according to the notable identification of the said elements mentioned (Laermer and Simmons, 2007). From the SPSS file

Gender

Among the people that were interviewed, female were the 213 while males were 189. This is shown by the graph and chart below

Age groups

The large percentile of target market were those who were born 1958-1968 who were 111 is followed closely by those born in 1969-1984 who were 101. Those born in 1950-157 were 90 and those of 1917 – 1949 were 100. The chart also shows the distribution of the target market.

Levels education

Those people with college degrees were 150 as shown by the chart below. Those people with no college degrees were 120 while those with high school or less levels of education were the 128 and 4 of them did not respond.

Household income

Exploration of the possible source of increase in market influence on the part of the business’ active correlation with the consumer-body it serves could actually manifest the indicative elements of development that the company should provide attention to especially in the aspect of marketing its phones. Household Income Had Greater Influence In The Consumption of Wireless Phone.

Those with to income prodders were more for the interview.

Comparative demographics

Levels of education

Among the respondents those with high school or less were 128. 64 of them had Cingular and other 64 had no Cingular phones. This means in this category 50% of the group were with Cingular. When it to comes to the category of those with no college degree 70 of the respondents were with other networks while 50 were with Cingular which represents 41.7% of those in the category. Those who had college degrees, 28.7% had Cingular services while 71.3% were with other networks. The chart below shows the comparative figures:

Gender

In terms of gender it was found out that female with wireless phone were 213 of which 83 were with Cingular and the other with other networks. The males who had wireless phones were 189 of which 74 of them had Cingular representing 39.2% the total respondents with wireless phone. The graph below shows the distribution of the respondent with wireless phones.

Cingular Performance

Cingular performance on specific attributes

From the T-test, you will find that the customers who had Cingular service were well served with the phone. Those who had the phone with the Cingular service had a standard deviation of 3.21 and they were 157 people with the mean of 6.86 for coverage needs. From the coverage that meets the customer’s needs, Cingular performed better than other phones. It had a standard error of 0.32 at 95 % confidence interval. When considering the ability of the consumer to receive or make calls from where he lives or at the point he is, Cingular also performed well than the other service providers. It had a mean of 6.7 while those with other wireless phones from other service providers were 5.79. The standard deviation was 3.31 for those with Cingular and 3.05 for those without.

In terms of quality, Cingular outshined other service providers by having a mean of 7.06 with a standard deviation of 2.89. Those without Cingular had a mean of 6.84 with a standard deviation of 2.57. The T-test in this case was -2.87 for those with assuming equal variances. Looking at a phone with error free billing statement, Cingular outshined other service providers because the mean and the standard deviation were 8.13 and 2.52, while those with wireless phones but not Cingular was 7.69 as a mean and 2.69 standard deviation.

Cingular performance on contracts, coverage and price

Considering the level of recorded education, you will find that Cingular coverage that meets the customer’s needs have F-test of 1.427 with a mean square of 14.58. While Cingular had favorable contract in comparison with the other service providers because it had a mean square of 7.414 and an F-test of 0.207. It appears that the whole was performing poorly in terms of contract requirements. When it comes to low prices, again Cingular appears to having low prices between the groups with an F-test of 0.625. Therefore, considering the recorded level of education, Cingular was voted as the best performer in terms of coverage that meets the customer needs, favorable contract and low prices.

When considering the recorded household situations you find that most of the household singled out Cingular services as the best in terms of favorable contract requirement and low prices. The F-test was 1.166 for Cingular with favorable contract requirement and 1.037 for low prices. While the number of respondents reduced from 395 to 377.

Comparative differences in Cingular performance

The paired sample statistics showed that Cingular coverage and favorable contracts have a correlation of 0.209 meaning that there is a positive relationship between coverage and contract requirements in the performance of the phone. -2.43 t-tests confirm this.

When considering coverage and low prices you will find a positive correlation of 0.254, meaning there is a positive relationship in these two factors in influencing the performance of this service. The t-test in this case was 3.154.

When considering favorable contracts you will find that it has correlation of 0.485 with a t-test of 7.517. This is a clear indication that there is a relationship between the variables and they influence the performance of the Cingular phone.

Contribution of attributes to general features

Coverage

From regression analysis, I find that when coverage is dependent variable while one is able to make calls and receive calls from where they leave or travel it has a t-value of 11.178. While if the customer gets few dropped calls has a t-value of 1.39. Voice quality contributes a great deal to the best attributes because it has a t-value 0.953. In total voice quality of cost is the best future that should be considered when looking at the coverage and the number of calls that are dropped. Whether the customer is able to receive calls from anywhere contributes less to the performance of singular.

Plans that meet needs

Considering favorable contract requirements, selection of phones that meet customers’ needs, provide high quality customer service and have low prices in terms of helping the customer meet their calling needs. We find that a feature of selection of various phones was rated the best with a t-value of 0.422 while the convenient of the store was also rated the best to the service delivery of the customer. Contract requirement and Cingular requirement were highly rated by the respondent. High quality customer service came third.

Factor analysis

From factor analysis you will find that factor one had a variance of 37.157, factor two 13.705. In considering the correlation between the data, you will find that high quality customer service was rated the best because it had a component of 0.676. Voice quality was rated the second best with component one of 0.661, error free billing statement came third with a component of 0.657. Favorable contract requirement followed with the component of 0.51. Lower price, coverage area that meets the customer needs, the customer is able to make calls from anywhere and plans that meet customer needs had followed respectively. The table below shows the performance of each factor.

Conclusion

From the above analysis, Cingular performed well in terms of the coverage area, making and receiving calls from anywhere, getting free dropped calls, better voice qualities of the calls, had favorable contract requirements, availability of calling plans that meets the customer needs.

Recommendation

In order for AT & T to increase their market share, they should

1. Improve on coverage area of the Cingular
2. Improve on voice quality of Cingular
3. Target those people with who have two persons in household with incomes.
4. Increase marketing and make their wireless phones available in most places

Reference list

Boone, L. & Kurtz, D. 1999. Contemporary Marketing. New York: Harcourt Brace & Company.

Clow, K. (2009). Integrated Advertising, Promotion and Marketing Communications. New Delhi: Prentice Hall.

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Fowler, F.2009. Survey research methods. New York: Sage Publications.

Gonring, M. 2005. Global Megatrends Push IMC Concepts to Forefront of Strategic Business. Journal of Integrated Communications

Kalton, G. 1983. Introduction to survey sampling. New Jersey: Sage Publications.

Kotler, P., & Keller, K. 2008. Marketing Management. New Delhi: Prentice Hall.

Laermer, R., & Simmons, M. 2007. Punk Marketing. New York: Harper Collins.

Nash, E. 2000. Direct Marketing: Strategy, Planning, Execution. New York: McGraw-Hill.

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Smith, W. 2007. Innovative Marketing. New Jersey: Sumy.

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