Nesting and Matrescence as a Birthing Strategy

Nesting and Matrescence as a Birthing Strategy Critique of Walsh (2006) â€Å"Nesting and ‘matrescence as distinctive features of a free-standing birth centre in the UK. Introduction The provision of evidence-based midwifery care in the current UK maternity care setting is of high priority (Rosswurm and Larrabee, 1999). According to Kitson et al (2000) the implementation of research-derived evidence into clinical practice is mediated by the relationship between the attributes of the research in question, including the type and nature of the research evidence and its rigour and perceived quality; the clinical context or setting within which the research is applied; and the process of implementation and its effects on practice. Research evidence can inform individual aspects of midwifery care, midwives’ attitudes and knowledge, or even the design and development of midwifery services. While for many midwives and other healthcare practitioners there can be ongoing challenges in the practical integration of research evidence into their work and professional role (Rosswurm and Larrabee, 1999), the value of research still lies in its rigour, usefulness and the s pecificity of findings (Stetler et al, 1998). For midwives, use of research evidence also means they can better support women to make informed choices (Magill-Cuerdon, 2006), particularly about place of birth, whilst keeping up to date (NMC, 2004). This essay addresses the critique of a qualitative research study focusing on elements of birth centre midwifery care. Birth centres have emerged as a significant driver within the UK maternity model for bringing about better client satisfaction, better clinical outcomes and more alignment with normality in midwifery. They also represent the emergence of policy which is responsive to some aspects of women’s (and midwives’) choices (Beake and Bick, 2007). The articles were critiqued using a framework derived from the work of Rees (2003), and Cluett and Bluff (2003), due to their familiarity to the author and their ease of use. Both authors have a midwifery orientation, and while this critique has been informed by a range of nursing, midwifery and general research sources, it is good to retain a midwifery orientation for the process itself. Critique Title, Authors and Focus The title of the study is clear and relates to the findings of the research and its focus on birth centre practice within the UK locality and maternity services paradigm. However, it does not refer to the nature of the research, which would have allowed the reader to immediately identify the underpinning research paradigm. The author is a Senior Lecturer in Midwifery within the UK, within a Midwifery Research Unit. It would also have been useful to know what involvement the author might have had in the unit and how specialist their knowledge of the research location was, to judge, for example, if there is any potential for bias (Polit and Hungler, 1995). Literature Review The literature review is placed within the Introduction section of the paper, and presents both a rationale for the research and a placement within the historical development of policy and practice. The nature of the review here firmly places the paper within a midwifery paradigm by critiquing historical applications of evidence within quantitative or scientific paradigms, which focus on pathology (Walsh, 2006). Conversely, theorists define the UK maternity services spectrum as being founded upon an holistic paradigm promoting normality, natural birth, choice, control and client-centred care (Beake and Bick, 2007). Walsh (2006) orients the discussion towards international issues about intervention rates, and links the discussion to pace of birth. However, apart from this, there is very little critical evaluation of existing research within the topic area; rather the author refers to an earlier study to which he contributed evaluating quantitative research studies about free-standing birth centres (Walsh, 2006). The author also uses this section of the paper to define some terms and some of the focus of the paper. A more detailed research critique would have been appropriate here (Baker, 2006; Cutcliffe and McKenna, 1999; Gerrish and Lacey, 2006; Holliday, 2002). Research Methodology The author is explicit about having a qualitative approach, namely methodology, which is suitable for answering their research question (Walsh, 2006). The stated aim of the research â€Å"was to explore the culture, beliefs, value, customs and practices around the birth process within an FSBC† (Walsh, 2006 p 229). According to Cutcliffe and McKenna (1999) qualitative research methodologies can attempt to answer questions about clinical practice which may not be adequately addressed by quantitative research approaches. Ethnography is an established methodology for this kind of research, particularly relating to birth setting and to midwifery centred care, all well aligned with qualitative models (Rees, 2003) and theory generating research (Parahoo, 2006). The usefulness of research studies such as this may be linked to their ‘fit’ with the issues concerned, and also with how detailed and rich (not to mention informative) the data derived are (Kearney, 2001). Such r esearch also has the advantage of being more client-oriented (Parahoo, 2006). The methodology itself is outlined clearly and certainly suggests not only a deep grasp of the true meaning of ethnograpy but also the kind of depth of data it will produce (Baker, 2006). Sample The author defines clearly the setting of the research, which is appropriate for an ethnographic study (Goulding, 2005), and defines the sample as comprising 15 midwives, 10 maternity care assistant (all the clinical staff working at the centre) (a purposive sample) and 30 women who agreed to be interviewed of which five allowed observation of their care (Walsh, 2006). The latter is described as an opportunistic sample (Walsh, 2006), which is similar to a convenience sample and is the kind of sample most commonly required for this kind of research (Wilkinson, 2000). There is no detail provided about how this sample was recruited, and so it cannot be judged whether or not this was done ethically or if any coercion was involved (Rees, 2003). There are no details given about the types of participants, or any demographic information which might enhance transparency and allow the reader to evaluate the transferability of these findings (Grix, 2004). While sample size is not usually of iss ue in qualitative research (Rees, 2003), and in particular, in ethnographic research (Devane et al, 2004; Hicks, 1996), as it is the richness of the data which is most significant (Hek and Moule, 2006), the sample size does seem to be adequate, particularly when the timescale and span of the research is considered. Ethical Considerations Some attention is paid to ethics, in that access was requested and afforded by the local PCT who owned the building, and permission was secured from the hospital that employed the staff (Walsh, 2006). Ethics somittee was granted, and all participants provided â€Å"informed written consent† (Walsh, 2006 p 229). Again, more detail here would have allowed the reader to evaluate the nature of the information and consent, and any other ethical issues there might have been in the research process (Austin, 2001). Ethical issues should be of primary importance in carrying out research of this nature, particularly in observing women during the time of birth, when they are not only particularly vulnerable but also particularly exposed (Austin, 2001). Vulnerability of subjects should be considered in designing clinical research (RCN, 2004). Some caution is needed over understanding the kinds of women recruited to the study and their level of vulnerability, for example (Rees, 2003). A slightly more critical view of the ethical dimensions of this paper would have been useful (Cooper, 2006). For example, while ethics committees of fundamental importance in research governance and have a significant responsibility for the protection of patients and participants (Cooper, 2006), this does not mean that they can ensure true informed consent is given and has continued to be given throughout the duration of the study. The Nuremburg Code (1949) underlines the need for voluntary consent, but could there have been any sense of obligation on the part of the research participants to take part? The Nuremburg Code (1949) further places responsibility for determining the quality and nature of the consent upon each individual person who initiates, directs or engages in the research, and so this author would question whether or not having all the birth unit staff involved in the study might have introduced some pressure on women to participate. Hollway and Jefferson (2000) descri be consent as a continual understanding of the implications of the research for the participant. There is no indication of how this has been addressed here. Data Collection and Analysis Data collection is dealt with as briefly as the sample, analysis and literature review are treated. The author carried out observation followed by follow up interviews, taking field recordings (audio) which were transcribed the next day, and interviews with women, midwives and MCAs, all of which were audio recorded and transcribed (Walsh, 2006). This kind of data collection is suited to the research design (Moore, 2006; Easton et al, 2000). Walsh (2006) describes the analytical process as ‘thematic analysis’ (p 230), using line by line coding which again is an established process for analysing qualitative textual data (Goulding, 2005; Holloway and Jefferson, 2000; Rees, 2003). The thematic analysis process is outlined, and one example of how the researcher arrived at the themes and meanings is provided, which enhances transparency and auditability (Cluett and Bluff, 2006). The author also discusses the process with reference to other literature. However, more detail here would have enhanced this section (Easton et al, 2006). Findings As is fitting for a qualitative paper, the findings are discussed in some detail, under sub-headings which clearly signpost the discussion for the reader and make it easy to read and assimilate the information (Baker, 2006). The author also includes quotes from the textual data to exemplify the discussion (Rees, 2003). The findings are commented upon throughout, and there is an extension exploration of each theme. The themes were: The turn to birth environment and setting Affect of the first visit Nesting responses Vicarious nesting Care as mothering Discussion and Implications for Practice The findings from this paper have clear implications for the understanding of the design and provision of birth locations within the UK maternity services. They also have significance for understanding the nature of midwifery practice, particularly within such a setting. The ‘human’ side of caring was evident, from the behaviours of staff in making the environment positive and supportive, to the behaviours of women and staff during their time in the centre. The discussion section of the paper focuses on two elements of these findings, that of nesting as â€Å"psychosocial safety† (p 235) and â€Å"Psychological safety and ‘matrescence’† (Walsh, 2006 p 236). The author contextualises these findings within the current medical model, demonstrating a level of engagement with women on the part of midwives that goes beyond clinical actions to something more nurturing and much more intimate. The complexities of women’s experiences of birth are continually referred to in the literature, and yet there is little apparent significance paid to these when the overarching concern of ‘live mother and live baby’ is trotted out as the final justification for any kind of maternity care that transgresses women’s preferences or emotional responses. Choices in childbirth are in particular complex, and the kinds of decisions that women make about their birth location, experience and preferences are not only related to their individual preferences and knowledge but to the socially-acquired knowledge and attitudes they have developed, which are significantly affected by obstetric models and concerns over ‘safety’ (Magill-Cuerden, 2006). It is apparent from this article that understanding the psychosocial, emotional and even spiritual dimensions of the birth environment, including the relationship with maternity care providers, provides depth of insight into women’s needs and into what can realistica lly be offered them under that all-encompassing, frequently-touted term ‘support’. Women need to understand the factors that influence their decisions (Magill-Cuerden, 2006), but women and midwives also need to understand the ethical, emotional and relationship dimensions of their ‘matrescence’, the process of becoming a mother (Walsh, 2006). The implications for practice here are significant, because, working in the medical model of care, midwives are often hampered in their ability to provide the psycho-emotional or spiritual aspects of care and nurturing which are highlighted as so significant in this paper. Also, there may be midwives and maternity care assistants who do not have the requisite sensitivity, trust in women and themselves, and emotional intelligence to reach this level of practice. Walsh (2006) cites all-too-family â€Å"unhelpful behaviours† including â€Å"paternalism, being patronising† and â€Å"indifference and fear of intimacy† (p 238). Thus, it can be seen that for many midwives achieving what is described in this paper is not suitable. The anecdotal evidence from clinical midwifery practice is that, in the opinion of many, midwives who can achieve this state work in the community or in birth centres, and those who cannot opt for high risk, centralised maternity care areas in which they either can avoid this level of engagement with the client or are actively discouraged by organisational or ward culture from doing so. Walsh (2006) makes the following recommendation: â€Å"These findings lead me to believe that midwives should seek ways to rehabilitate ‘nurture’ and ‘love’, derivative of matrescence, as familiar childbirth language and as mainstream caring activities in childbirth.† (p 238). However, attention would also need to be paid to the effects on midwives themselves, who may suffer from emotional backlash or even burnout, particularly in the current UK context. This would also have implications for the nature of pre-registration midwifery education in the UK, because it would have to become part of the process of becoming a midwife, and it is much harder to teach abstract aspects of ‘becoming’ than it is to run emergency drills and teach students how to critique research papers. However, if such a paper can be used as evidence to change practice, then it would, overall, be a positive change. Conclusion A critical evaluation of this qualitative paper has highlighted its strengths and weaknesses, in that the author has adhered to principles of qualitative research, has selected a question or area of enquiry which demands a qualitative approach, and has demonstrated an ability to use such research to reflect woman-oriented ways of knowing (Hicks, 1996). There are limitations to the study, one of which is that the author does not really explore its limitations in any great depth, but overall the quality of data analysis, exploration and discussion is such that the lack of detail about basic research principles is eclipsed. The author firmly locates the study within the current context, but could go further in exploring the impact on midwives if such principles do succeed in changing practice. While Cluett and Bluff (2006) state â€Å"practice based on traditional knowledge is no longer acceptable† (p 276, Walsh (2006) has taken ‘traditional knowledge’ and ‘tes ted’ it through a study of one particular birth setting, and provided a reasonable level of evidence (in terms of midwifery care at least) for the benefits of certain underlying principles of what has been discarded by the medical profession as the unimportant emotional side of maternity care. References Austin, W. (2001)Nursing Ethics in an Era of Globalization. Advances in Nursing Science. 24(2) 1-18. Baker, L. (2006) Ten common pitfalls to avoid when conducting qualitative research. British Journal of Midwifery 14 (9) 530-531. Beake, S. and Bick,D. (2007) Maternity services policy: does the rhetoric match the reality? British Journal of Midwifery. 15 (2) 89-93. Cluett, E.R. and Bluff, R. (2006) Principles and Practice of Research in Midwifery Edinburgh: Churchill Livingstone/Eslevier. Cooper, T. (2006) Research ethics committee approval: the good, the bad and the ugly. British Journal of Midwifery 14 (7) 439-440. Cutcliffe, J.R. McKenna, H.P. (1999) Establishing the credibility of qualitative research findings: the plot thickens Journal of Advanced Nursing, 30(2), 374-380 Declaration of Helsinki (1964) Available from: http://www.cirp.org/library/ethics/helsinki/. Accessed 30-7-08. Devane D., Begley C.M. Clarke M. (2004) How many do I need? Basic principles of sample size estimation Journal of Advanced Nursing 47(3), 297–302 DoH (2001) Governance arrangements for NHS Research Ethics Committees. Available from: http://www.dh.gov.uk/en/Publicationsandstatistics/Publications/PublicationsPolicyAndGuidance/DH_4005727. Accessed 30-7-08. Easton, K, McComish, J.F., Greenberg, R.(2000). Avoiding common pitfalls in qualitative data collection and transcription. Qualitative Health Research 10 (3) 705-707. Elliott, J. (2001) Making Evidence-based Practice Educational . British Educational Research Journal 27 (5) 555 574 . Gerrish, K. Lacey, A. (eds) (2006) The Research Process in Nursing, 5th edition Oxford: Blackwell Science Goulding, C. (2005) â€Å"Grounded theory, ethnography and phenomenology.† European Journal of Marketing 39 (3/4) 294-208. Grix, J. (2004) The Foundations of Research Basingstoke: Palgrave. Holliday, A. (2002) Doing and Writing Qualitative Research London: Sage Publications. Hek, G. and Moule, P. (2006) Making Sense of Research (3rd ed) London: Sage Publications Hicks, C.M. (1996) Undertaking Midwifery Research London: Churchill Livingstone. Hollway, W. and Jefferson, T. (2000) Doing Qualitative Research Differently London: Sage Publications. Kearney, M.H. (2001) â€Å"Levels and Applications of Qualitative Research Evidence.† Research in Nursing and Health 24 145-153 Kitson, A., Harvey, G. and McCormack, B. (2000) Enabling the implementation of evidence based practice: a conceptual framework. Quality in Health Care 7 149-158. Magill-Cuerden, J. (2006) Information giving or receiving: helping women make informed choices. British Journal of Midwifery 14 (10) 614. Moore, N. (2006) How To Do Research (3rd ed). London: Facet Publishing. NMC (2004) Code of Professional Conduct Available from www.nmc-uk.org. Accessed 4-8-08. Nuremburg Code (1949) Available from : http://ohsr.od.nih.gov/guidelines/nuremberg.html Accessed 30-7-08. Parahoo, K. (2006)Nursing Research: Principles, Process and Issues. Basingstoke: Macmillan. Polit, D.F. and Hungler, B.P. (1995 ) Nursing Research: Principles and Methods. (6th ed.) Philadelphia: Lippincott. RCN (2004) Research Ethics: RCN Guidance for Nurses London: RCN. Rees, C. (2003) Introduction to Research for Midwives Edinburgh: Books for Midwives. Rosswurm, M.A. and Larrabee, J.H. (1999) A model for change to evidence-based practice. Journal of Nursing Scholarship. 31(4) 317-22. Stetler, C.B., Brunell, M., Giuliano, K.K. et al (1998) Evidence-based practice and the role of nursing leadership. Journal of Nursing Administration. 28(7-8) 45-53. Walsh, D.J. (2006) ‘Nesting’ and ‘Matrescence’ as distinctive features of a free-standing birth centre in the UK. Midwifery 22 228-239. Wilkinson, D. (2000) Researchers Toolkit: The Complete Guide to Practitioner Research. London: Routledge.

Essay --

The Girl in the Tangerine Scarf The Girl in the Tangerine Scarf is written by Mohja Kahf and is a coming of age story as the main character, Khadra tries to find her true identity. Khadra Shamy is the daughter of Syrian immigrants who moved to Indianapolis. Khadra grew up in a strict Muslim community and both of her parents were very involved with the Da’wah Center. In the strict Muslim community that Khadra was raised in, all children were brought up believing in one definition of Islam and rejecting all other definitions and practices. Throughout the book we learn how Khadra’s parents lied to her about some of the Islamic teachings she thought to be true during her childhood, which interferes with her search for her identity. There are several examples of social pressures and realities throughout the book that help shape Khadra’s identity, many of which girls of any religion or culture would struggle with in their own way, making this novel relatable across different cultures. The first life-changing event that Khadra encounters is the rape and death of her close friend Zuhura. Zuhura represented a hybridization, in the sense that she was a strong muslim woman, but also wasn’t afraid to interact with Americans, unlike most of the community. Zuhura was like a sister to Khadra as well as a mentor. Upon the rape and death of Zuhura, Khadra tightened her grip on her religion. She saw Zuhura’s death as what could happen if you try to interact with Americans and don’t abide by the community’s strict Islamic teachings. Khadra gets married to Jumu’ah al-Tashkenti upon returning from her trip to Saudia Arabia for the Hajj. Khadra marries him because she thinks he is an ideal, strong Muslim man, and that is what she thinks that she ... ... of a different religious background. She depicts Khadra’s journey not as her breaking free from the strict rules of the Muslim community she was raised in, but rather focused on situational experiences that Khadra had to overcome to find her religious identity. It is in a sense a coming of age story in which the Khadra experiences things that are realistic and relatable because they can happen on a daily basis to anyone. The novel depicts that how you react to the social pressures defines you as well, which is a concept that is often lost, yet Mohja Kahf depicts this clearly. The Girl in the Tangerine Scarf shows how social pressures and obstacles shape your identity and without them, you could be stuck just adopting the same identity as your parents. Ashley Fleetwood Word Count: 1,040 Kahf, Mohja. â€Å"The Girl in the Tangerine Scarf†. Public Affairs. New York. 2006.

Secondary Data

Q) What are Secondary Data? Secondary Data Secondary data is information gathered for purposes other than the completion of a research project. Data previously collected by someone else, possibly for some other purpose that can be used later for making decisions if found suitable for the purpose, other than the original one. Secondary data can be acquired from the internal records of the organization, their departments, subsidiaries or sister organizations and also from external sources, such as chambers of commerce, government, professional and commercial consultants subject to the availability of data . e. g. , data in books, journals, newspapers, magazines, etc. †¢ e. g. , data in reports, surveys, etc A variety of secondary information sources is available to the researcher gathering data on an industry, potential product applications and the market place. Secondary data is also used to gain initial insight into the research problem. Secondary data is classified in terms of its source – either internal or external. Internal, or in-house data, is secondary information acquired within the organization where research is being carried out. External secondary data is obtained from outside sources. The secondary information will provide a useful background and will identify key questions and issues that will need to be addressed by the primary research. BENEFITS †¢ Low cost †¢ Less effort †¢ Less time †¢ At times, more accurate †¢ At times, only way to obtain data LIMITATION †¢ Collected for some other purpose †¢ No control over data collection †¢ May not be accurate †¢ May not be in correct form †¢ May be outdated †¢ May not meet data requirements †¢ Assumptions have to be made Q) What are the major problems encountered with Secondary Data? It is necessary that the secondary data are taken from a source which obtained from the original source, and then a secondary source is being used. It is important to avoid the use of secondary sources by using only the original sources for a Secondary Data. The other problems may include: †¢ Secondary information pertinent to the research topic is either not available, or is only available in insufficient quantities. †¢ Some secondary data may be of questionable accuracy and reliability. Even government publications and trade magazines statistics can be misleading. For example, many trade magazines survey their members to derive estimates of market size, market growth rate and purchasing patterns, then average out these results. Often these statistics are merely average opinions based on less than 10% of their members. †¢ Data may be in a different format or units than is required by the researcher. †¢ The methodology used by the party for collecting the secondary data is not explained and the accuracy level may not be verified. Much secondary data is several years old and may not reflect the current market conditions. Trade journals and other publications often accept articles six months before appear in print. The research may have been done months or even years earlier. Q) What are the major sources of Internal Data? Internal Data Internal secondary data is usually an inexpensive information source for the company conducting research, and is the place to start for existing operations. Internally generated sales and pricing data can be used as a research source. The use of this data is to define the competitive position of the firm, an evaluation of a marketing strategy the firm has used in the past, or gaining a better understanding of the company’s best customers. The main sources of internal data may include: 1. Sales and marketing reports. These can include such things as: †¢ Type of product/service purchased †¢ Type of end-user/industry segment †¢ Method of payment †¢ Product or product line †¢ Sales territory †¢ Salesperson †¢ Date of purchase †¢ Amount of purchase †¢ Price †¢ Application by product †¢ Location of end-user 2. Accounting and financial records. These are often an overlooked source of internal secondary information and can be invaluable in the identification, clarification and prediction of certain problems. Accounting records can be used to evaluate the success of various marketing strategies such as revenues from a direct marketing campaign. There are several problems in using accounting and financial data. One is the timeliness factor – it is often several months before accounting statements are available. Another is the structure of the records themselves. Most firms do not adequately setup their accounts to provide the types of answers to research questions that they need. For example, the account systems should capture project/product costs in order to identify the company’s most profitable (and least profitable) activities. Companies should also consider establishing performance indicators based on financial data. These can be industry standards or unique ones designed to measure key performance factors that will enable the firm to monitor its performance over a period of time and compare it to its competitors. Some example may be sales per employee, sales per square foot, expenses per employee (salesperson, etc. ). 3. Miscellaneous reports. These can include such things as inventory reports, service calls, number (qualifications and compensation) of staff, production and R&D reports. Also the company’s business plan and customer calls (complaints) log can be useful sources of information. COMMON SOURCES OF INTERNAL SECONDARY DATA Information originating within the company 1. Sales invoices a. Customer name b. Address c. Class of product/service sold d. Price by unit e. Salesperson f. Term of sales g. Shipment point 2. Accounts receivable reports a. Customer name b. Product purchased c. Total unit and dollar sales d. Customer as percentage of sales . Customer as percentage of regional sales f. Profit margin g. Credit rating h. Items returned i. Reason for return 3. Quarterly sales report a. Total dollar and unit sales by: Customer Geographic segment Customer segment Sales territory Product Sales report Product segment b. Total sales against planned objective c. Total sales against budget d. Total sales against pri or periods e. Actual sales percentage increase/decrease f. Contribution trends 4. Sales activity reports a. Classification of customer account i. e. Mega, Large, Medium and Small b. Available dollar sales potential c. Current sales penetration d. Existing bids/contracts by customer location product Q) What is a computerized Data Base? COMPUTERIZED DATA BASE A database is simply a collection of related information. More specifically a computerized database is a computerized record keeping system. More completely, it is a system involving data, the hardware that physically stores that data, the software that utilizes the hardware's file system in order to 1) store the data and 2) provide a standardized method for retrieving or changing the data, and finally, the users who turn the data into information. For many companies, a computerized database containing information about customers and prospects has become an essential marketing tool. Creating an internal marketing secondary database built upon sales results and customer preferences can be a powerful marketing tool. Databases dealing with published information usually found in libraries, such as books, articles and other types of documents, are commonly called bibliographic databases. Computerized databases published secondary data, the Internet, and internal databases are important parts of an organization’s information system. Intelligent decision making is always predicated on having good information. †¢ When a person uses an automated teller machine to withdraw money from the bank account, he/she is using a computerized database. †¢ When a travel agent makes an airline reservation for the customers, he/she is using a computerized database. †¢ When a telephone operator gives the customer a phone number, he/she is using a computerized database. Any significant collections of information stored on computers are virtually always organized as databases and are known as computerized data base. Computerized Database On-line vendors – purchase (rent) databases from a number of suppliers and sell to the subscribers (e. g. services provided by America Online, DIALOG). ON-LINE DATABASES Provide http: easy and direct access to public information through a computer. There are about 7,000 databases on a variety of topics that one can use. Q) Describe a specialized online data base of marketing manager? An online database which can be used by a marketing manager for Substantial Cost Savings, for Increasing the understanding of the Decision Environment, Upgrading the Decision-Making Effectiveness, Improving the Information Value. This may include: †¢ Internet – World-wide telecommunications network that allows computers to access data, files, pictures and sound throughout the world. †¢ World Wide Web – Component of the Internet designed to make transmission of text and images very easy. †¢ Uniform Reference Locator (URL) – Internet address that identifies a specific location. – A typical Web address looks like the following: http://www. microsoft. com †¢ Search Engines – Internet search directories to aid in locating topics of interest and URLs. – An example is Yahoo at http://www. yahoo. com On-line Databases Consist of: Internet, Direct from Vendors, Direct from Producer, Indirect through Networks Organizations Must Create a Database Management System. Managers must be trained on How to Retrieve Information and How to Manipulate the Data Using Database Management Software. A marketing manager can use a specialized data base to fulfill his/her tasks effectively and efficiently through: †¢ Internet †¢ Website †¢ Emails †¢ Online Subscriptions †¢ Online queries †¢ Online Feed back †¢ Newsgroups on the Internet †¢ Internet sites devoted to a specific topic where people can read and post messages. †¢ Databases on CD ROM A number of companies offer database packages on CD ROM for personal computers that is very useful for manager in decision making and other tasks. †¢ Geographic Information Systems †¢ Computer-based system that uses secondary and/or primary data to generate maps that visually display answers to research questions. †¢ Decision Sup port System – Through Online Data Base an interactive, personalized MIS, designed to be initiated and controlled by individual decision makers. – Managers use decision support systems to conduct sales analyses, forecast sales, evaluate advertising, analyze product lines, and keep tabs n market trends and competitor analysis. Creating Databases from a Web Site -A Marketing Manager’s Dream – Customer’s link to an online store is a two-way electronic link – Allows online merchant to gather information about the customer – Text file place on a user’s computer in order to identify the user when there is a return visit to the Web site. – Helping Managers in creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. – It is the fastest-growing use of internal database technology. A manager has to build company’s online Pages on Search Engines. Working online to find out target audiences and provide them information through Internet services performing internet marketing services that are mention above. The services are designed to help the company’s website increase its. Through this Online Database a marketing Manager is able to get, Demographic Dimensions Population growth: actual and projected Population density In-migration and out-migration patterns Population trends by age, race, and ethnic background Employment Characteristics Labor force growth Unemployment levels Percentage of employment by occupation categories Employment by industry Economic Characteristics Personal income levels (per capita and median) Type of manufacturing/service firms Total housing starts Building permits issued Sales tax rates Competitive Characteristics Levels of retail and wholesale sales Number and types of competing retailers Availability of financial institutions International Market Characteristics Transportation and exporting requirements Trade barriers Business philosophies Legal system Social customs Political climate Cultural patterns Religious and moral backgrounds Common Government Documents Used as Secondary Data Sources Statistics of Income Survey of Current Business Through a specialized Online Data Base a marketing manager able to get up-to-date information. A marketing Manager able to, †¢ Evaluate sales territory. †¢ PLC †¢ Identify most profitable and least profitable customers. †¢ Identify most profitable market segments and target efforts with greater efficiency and effectiveness. †¢ Aim marketing efforts to those products, services, and segments that require the most support. †¢ Increase revenue through repackaging and re-pricing products for various market segments. Evaluate opportunities for offering new products or services. †¢ Identify products or services that are best-sellers or most profitable. †¢ Evaluate existing marketing programs. †¢ Database Technologies †¢ Database technologies continue to evolve. For example, Fingerhut, a database firm, uses a Sun Microsystems parallel co mputer, whereas American Express relies on Thinking Machines Corporation’s supercomputers. †¢ Renting Internal Databases †¢ Some companies rent their internal databases to obtain extra income, although this can lead to ethical questions. [pic]

Implementation of Activities - Subway New Zealand - Free Essay Example

Sample details Pages: 6 Words: 1820 Downloads: 6 Date added: 2017/06/26 Category Business Essay Type Research paper Did you like this example? Task 1 Describe the organisation Subway restaurant is world’s largest franchise organization running more than 39,000 franchised outlets all over the world. In New Zealand subway have more than 200 franchised outlets. I am working in subway store located at Clendon which is in South Auckland, New Zealand. My role in store is senior sandwich artist (Team member). I am working 4 days in a week. a.) The planned activities you will implement. I will implement different strategies to improve my performance as well as the sales of store. For example: I implement strategies like â€Å"up – selling†, â€Å"targeting particular groups of people†, â€Å"Quality of service†, â€Å"customer benefit first† and many more. I will discuss each of the above strategies below in detail respectively: Up selling: Subway has too many things to upsell like extra cheese, bacon, avocado and extra meat in their products list. Many of other staffs at our store do not ask to every customer for extra which is the weak point which i want to overcome, as it will improve the sale figures and also the profit. As it is the important factor to be concentrated, i want to implement the strategy of focusing on particular customer to sell them with upgrading the same product. For example: In Clendon area, where our store is located, mostly island people and industry worker are living and they like to eat more meat or bacon. So i want to start asking customers about if they want to add some extra meat or bacon to their product and explain them about the low price to upgrade so that they will regularly buy it. Female customers and other most of the diet conscious customers prefer to buy chicken teriyaki and chicken strip as both of these products contains low fat. So i also want to apply new strategy to ask female and diet conscious customers if they want to buy both of these products with their regular product. . It will help to improve the sales of our store and also g ain more profit than now. Quality of service: Quality of service is very important to any small or large business. If our service is good, customers will prefer to buy from our store which is good sign for a business. And so i always concentrate on the quality of products and service with customers. Most of the times i am working alone during low rush of customers. I always try to interact with customers as most of the customers coming to our store are regular and locals and so i have made good relation with them by talking with them when they comes to our store and they also like to talk with me. I talk with them about their whole day activities. Also i used to wash my hands regularly before serving to customers and this quality is appreciated by most of our customers. Also as i discussed that most of the customers are regular and locals, i know about their choice and so when i saw them coming to our store i used to start making their order so that they don’t have to wait for a long time till their order is prepared. This quality is also appreciated by our customers. I always try to create friendly atmosphere at our store. I am rewarded with many awards that are surveyed online by interacting to our customers about the service at our store. Customers’ benefit: Subway regularly puts promotion on some of its product for some interval of time. The promotions are done by franchise owner. Sometimes our store manager also puts some promotion particularly for our store. The product on promotion is cheaper than its normal price. For example: sometimes promotion is like you can buy foot long in just 6 $’s during 11 am – 1 pm. Whereas if you will buy the same product â€Å"foot long† after 1pm the price of it will be 9 $’s. So people will prefer to buy foot long during the promotion time. Customer rush will be more during the promotion time which will increase the sale of our store increasing the profit. Also i recomme nd to customers who are not aware of this promotion which is benefit to them and so they likes our service. The agreement with those concerned was the way in which the implementation will be carried out, and the resources to do so:- I implement my strategic plans in front of my manager and he is very happy for my strategic plan for store by which we improve our store performance. One of our regular factory worker came and I serve him and I offer him promotion foot long as well extra meat and bacon and he bought it I also offer to him buy 2 cookies and drink combo as he was dine it in store he bought it. In present of my manger I increase upsell by 30% then regular shift upsell by which my manager impress from me. In quality of service, I create friendly atmosphere by talking with customers. Establish a system to monitor the effectiveness of strategic plan implementation and issues for the system to following areas: To implement a strategic plan we ensure that it is effe ctive in store like upselling increase by 30% in whole day, we get more positive customer online feedback, customers are happy to come at our store. Some other ways to monitor strategic plans are like: Achievement of goals As per my goal to increase upselling and provide great service, I implement some strategic plan in last week and got positive feedback from customer personally. For example I offer extra meat and bacon for factory workers as well as to island people and avocado for female and diet conscious customers that like to have it which shows that my strategic plan is working well. Achievement of outcomes In last week I implement this strategy and as per my manager view, store sale increased up selling by 30% and getting 80% positive feedback on customer experience to visit store and 100% in friendly atmosphere and cleanliness of store. Use of resources I always put extra meat, bacon and salads in front area freeze by which if any of them finish it will he lp to change the empty box from sandwich unit. I recommended to my manager to change EFTPOS machine and POI system by which we can make fast transaction which helps to save time to serve other customer. Risk management In any food industry we need to have knowledge about health and safety and food hygiene. In my work place, I always concentrate on these by which a risk can be handled. I always check expire date of every product of store and if I found any, immediately I change it and put a note for manager. Also if any customer make dirty floor by drink, I need to clean it and put WET FLOOR board. 4. Resources those were deployed and optimized to achieve the goals. Resources are deployed and optimised to achieve full implementation of agreed plans. We need too many resources to implement my strategic plan like we need enough stock to serve customer and for that I have already discussed with my manager. We need fast working EFTOS machine, improving quality of food, fast a nd easy to find POI system. In quality of service, we need to talk with every customers and serving fresh food to get positive feedback. Handle politely to customers’ complain. I have discussed with other staff members about my strategic plans and recommend them to implement while they are working. Outcome: 2 Monitored a strategic plan according to established system I discussed strategic plan with my store manager and then we were in the store to implement the plan. We discussed it with staff as well. My manager asks staff to follow all steps and talk to customer to create friendly environment. Then we observed that staff missing 100% adds on and up selling which is very important for our strategic plan and also for company. And some customers don’t like to buy more then what they want to. Renegotiate, if necessary and agree to the milestones and key indicators according to organizational requirements. I discuss with my manager and he suggest me to more concentrate on qualitative customer service rather than other work like back area cleaning and preparing food for next day and other daily task. In the busy time like lunch time and dinner time every staff need to focus on front area service and cleaning as we need to improve store performance in customer service. We need to concentrate on add on and up selling as well to increase store sales by 33% as per the monthly projection. And for that my strategies worked as I achieved 100% target of store manager for upselling. Identify any needs for variations to the plan and recommendations for change made according to organizational requirement. I implement my strategic plan in my workplace under the observation of manger and he is impressed from my strategy. I got positive review from customers by 100%. Also we achieve our daily basis target for upselling. As per the customer review we need to change EFTPOS machine as it is not fast as per our requirement, which is also changed l ater by store management and so that is also the plus point to achieve our goal. Evaluate the consistency and congruency of organizational performance with the organization’s strategic plan. Grating to customer and talk with them and recommend them to choose correct product was greatly appreciated by our customers, as per the customer survey review done by manger. Every customer who enters in store, they expect good quality food as well as good service which make them happy about their lunch or dinner. If they feel friendly environment, they will love to come again and again. I served one factory worker and I offered him extra meat and bacon and I also offered him $2.90 combo of two cookies and drink which is on promotion which he liked very much and he also appreciated me for that personally. I also offered avocado on chicken teriyaki to one lady and I also offered Swiss cheese which has a lower fat than other cheese which she liked very much as she was on diet and so she had given 100% positive feedback in customer survey. We are recently promoting $5 combo deal of half sandwich and small drink but as it is not enough for industrial worker and island people in their lunch/dinner, instead of it I offer them foot long in $8 by upgrading it to $3 on six inch which is cheaper to them. Also I offer them to take extra bacon and make deal for round figure of 10$. By applying all of the above strategies it shows that my strategic plan works very well and it is helping to improve store performance in upselling and add on. Don’t waste time! Our writers will create an original "Implementation of Activities Subway New Zealand" essay for you Create order